GOOGLE ADS

CAMPAIGN FOR
BOSE INDIA
 Bose Brief
Website link- https://www.boseapac.com/en_in/index.html

21st June-19th July

1st June-19th July

Bose Brief

15th June-19th July

1st June-19th July

Bose Brief

15thJune-19th July

7th June-19th July

Consumer Persona
Communication
Platform &
Objective
Mobiles & Desktops are the most
relevant communication platforms for
Bose as through Mobile we aim to target
a more general audience and through
desktop we aim to target professionals
from audio-visual industry.

Google Search Network, GDN and

Youtube are the 3 platforms where we
shall advertise
 How are we Measuring
Performance
For our Category & Brand Search Ad Campaign, we are focusing on
increasing sales through conversions.
For our Display Prospective & Competitive Search, we are aiming to
increase awareness about our Brand which will be measured through the
number of clicks & impressions.
For our Display Remarketing, we are focusing on improving website visits
& conversions.
Finally, for our YouTube campaign, we will be conducting a Brand Lift
Study to measure the favorability of the ad and also to measure ad recall
and brand awareness that the campaign has generated.
 Google Search Account Structure
CAMPAIGN 1 CAMPAIGN 2 CAMPAIGN 3
BOSE SPEAKERS BRAND CATEGORY CAMPAIGN COMPETITIOCAMPAIG
CAMPAIGN HEADPHONES N SPORT EARBUDS

Geo-targeting: India Geo-targeting: India Geo-targeting: India

Language: English Language: English Language: English
Duration:5 weeks/35 Duration:5 weeks/35 Duration: 7 Weeks/45
days days days
Budget: Rs. 2.8K/day Budget: Rs. 1.5K/day Budget: Rs.20K/day

Ad Groups Ad Groups Ad Groups

Bose Bose Noise- Wireless Compete Compete

SmartHome Father's Cancelling Blutetooth SONY JBL
Speakers Day Sale Headphones Headphones EarBuds EarBuds
 Detailed Strategy for Search
Share of Voice
BRAND - 90%
Bose is an infamous corporation
established almost 50 years ago. It is
renowned in the Indian market and
some of their product categories
have gained immense popularity.
Overall it is a well established and
successful company and thus our
target impression share for Brand
Keywords are high.
CATEGORY - 85%
The SOV for category is also
reasonably high. Bose’s repute is
one of the major reasons for this.
The possible impressions for
category keywords is high and the
ads have potential for getting more
exposure. Bose’s considerable
budget controls could help in
achieving this estimate.
COMPETITION - 75%
Whilst Bose is a well established and
popular in the market, it faces cut-throat
competition from its direct competitors
like Sony , JBL and Beats. The industry
within which it operates is extremely
competitive.It would be incorrect to say
that Bose has become the sole
synonymous brand when we speak of
audio products. Thus our target SOV is
slightly lower as competition ads may
have low ad relevance.
RESEARCH MODE
1. Best speakers
2. Best wireless headphones
3. Waterproof headphones
4. Bluetooth speakers with mic
5. Best smart speakers with voice
assistant
CONSIDERATION MODE
1. Compare wireless headphones
brands
2. Bluetooth speaker reviews
3. Waterproof rating for sports earbuds
4. Compare battery life of Bluetooth

User's
speakers
6. Smart speakers with Alexa
5. Compare speakers specs
7. Bluetooth speakers under 5000
6. Reviews of noise cancelling
8. Headphones below 10000
headphones

BUDGETING MODE
1. Compare wireless headphones
CLOSURE MODE
brands
2. Bluetooth speaker reviews
3. Waterproof rating for sports
earbuds
4. Compare battery life of
bluetooth speakers
5. Compare speakers specs
1. Electronics store near me Intent At
Every Step
2. Buy Audio-frames on Flipkart
3. Buy noise cancelling headphones
online
4. Sports earbuds on Amazon
5. Buy headphones with mic near me
6. Buy speakers online India
7. Electronic retail store near me

PURCHASE MODE
1. Compare wireless headphones
brands
2. Bluetooth speaker reviews
3. Waterproof rating for sports earbuds
4. Compare battery life of bluetooth
speakers
5. Compare speakers specs
 Brand Campaign

Bose Smart Speakers

Google Search Brand Campaign - BOSE Smart Speakers
Rationale - The campaign is focusing on the latest technology being offered by the Bose smart speakers which is the in-
built voice control system with Alexa and Google Assistant. So the campaign is basically to attract the customers to the
Bose smart speakers by telling them about the unique features being offered by it with various offers and discounts.
Goal - The goal of the campaign is to get Conversions through sales and for the same discounts are being offered
Settings:
>Network - Google Search Network
> Location - India
> Language - English
>Budget per Day - Rs. 2,800
> Bidding type - Maximize Conversions
> Start & End Date - 15th June 2021 to 19th July 2021
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KEYWORDS & NEGATIVE KEYWORDS



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Speakers g
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2
 Category Campaign
Rationale -Bose is renowned for its high-quality headphones. We
want to advertise two of their headphone products; Noise- Ad group 1- Noise Cancelling Headphones
cancelling headphones and Wireless Bluetooth Headphones. These
two products will be having prominent offers and discounts during
our Mega Summer Sale, thus we want to ensure they are marketed
well to achieve an increment in sales.

Goal- Maximising conversions to get an increment in sales by 20%

through this campaign.
Settings
> Network - Google Search Network
> Location - India
> Language - English
> Budget per Day - Rs. 1,500
> Bidding type - Maximize Conversions
> Start & End Date - 15th June to 19th July
 Extended Text Ad 1
UTM parameter Destination URL-https://www.boseapac.com/en_in/products/headphones.html?
utm_source=Google&utm_medium=cpc&utm_campaign=15_06_21_Bose_Headphones_Search&utm_term=Category&utm_content=1

Responsive Ad

Extended Text Ad 2
Extensions used;
Callout and Sitelink extensions
 Ad Group 2
Bluetooth Wireless Headphones
Keywords

Extended Text Ad 1 & 2

Responsive Ad 2

Price Extension

Promotion Extension

UTM Parameter Destiation URL-

https://www.boseapac.com/en_in/products/headphones/wireless_headphones.html?
utm_source=Google&utm_medium=cpc&utm_campaign=15_06_21_Bose_Headphones_Search
&utm_term=Category&utm_content=2
 Competition Campaign

Google Search Campaign - BOSE Sport Earbuds Competition

Rationale - This campaign is primarily focusing on targeting people who are looking for JBL or SONY wireless
earbuds. This will be done through two Ad Groups. One dedicated to SONY and one dedicated to JBL.
As both SONY and JBL do not have a product or a webpage specifically dedicated to sport audio-equipment. We
will be redirecting people that are searching for SONY/JBL specific sport earbuds, to BOSE’s website.
Goal - The Goal of the campaign is to get conversions through sales.
Settings:
> Network - Google Search Network
> Location - India
> Language - English
> Budget per Day - Rs. 10,000
> Bidding type - Maximize Conversions
> Start & End Date - 1st June 2021 to 19th July 2021
Compete Keywords
for Ad Group 1 & 2
 Extended

Ad Group 1 Text Ad 2

SOny
Ad Examples
Extended Responsive
Text Ad 1 Text Ad
 Extended

Ad Group 2 Text Ad 2

JBL
Ad Examples
Extended Responsive
Text Ad 1 Text Ad
Google Display Account Structure
CAMPAIGN 1 CAMPAIGN 2
BOSE SLEEP BUDS II RE-MARKETING
CAMPAIGN BOSE
FRAMES

Geo-targeting: India
Language: English
Duration:7 weeks/41 Geo-targeting: India
days Language: English
Budget: Rs. Duration: 4 weeks/28
48000/day days
Budget: Rs. 4.3K/day

Ad Groups Ad Groups

BOSE BOSE 58th Bose 50th

website - Anniversary Bose
Anniversary
Sleep Buds with Sleep Frames
Sale
Information Buds
 Prospective Campaign -

Google display Campaign - BOSE Sleep Buds - Prospective

Rationale - Ad Group focuses to celebrate the 58th anniversary of Bose and The new market segment that Bose is
entering into like the Bose Sleep Buds 2 focuses on helping consumers sleep better.
Goal - Goal of the campaign is to increase website visits and brand recognition, The campaign can be deemed
successful if the website visits increase by a total of 80% over the 7 weeks that the campaign is running for.
Settings:
> Network - Google Display Network
> Location - India
> Language - English
> Budget per Day - Rs. 49,000
> Bidding type - Maximize Conversions
> Device - All devices
> Start & End Date - 1st June 2021 to 19th July
 Ad group name Ad group 1 and 2 - Bose Ear
buds, Demographics, Gender, None,
Age- 25 - 34, 35 - 44, 45 - 54 + 1 more
Parental status - Parent, Not a parent
Household income - 11 - 20%, Top 10%
Audiences -
Travel, Technology, Sleep issues, Sleep with
Audio
What they are actively researching or planning
Sleep Help Devices, Audio, Audio & Music
Software

Ad Group 1 : Sleep Buds - Website Ad Group 2 : 58th Anniversary

Visits of BOSE - Sleep Buds
 https://ads.google.com/aw_cm/ExternalPreview?
hl=en_US&ad=521198083374&adGroup=120100390057&ocid=574474267&isObfuscatedOcid=false&showMulPreview=true&showVari
ations=true&creativeType=35&pk=ACMAqCd_9k9eS3Frd7aLxuVq2Oli3lsuY70N1bZCTsgF6bDeZ1kF3psPvfxykCPxYyx3yZL3R9k-YX3nw-
5vByOdWcl3ZHm_-7wqc-T-0EOaj3j5ACFHwZofVlx-IXJODRUx1tHYyERKQGlqekuRlO_FDg-zdvs9gLinEW3GAqrqbqtmo2enL3hllkY

Copy Paste
link to see Ads

Keywords and
Match Types
 Re-Marketing Campaign
Google display Campaign - BOSE frames remarketing
Rationale - This campaign is targeted towards people who have gone to the website but failed to purchase any
product. The re-marketing campaign uses the same audiences as its previous campaign.
Goal - The goal of the campaign is to maximise sales.
Settings:
> Network - Google Display Network
> Location - India
> Language - English
> Budget per Day - Rs. 4,300
> Bidding type - Maximize Conversions
> Device - All devices
> Start & End Date - 21/6/21 to 19/7/21
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 Ad strength
demographics
Ad 1 Ad 2 Ad 3 Ad 4

Ad group 1


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Ad 1 d

Ad 2 r
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Ad 3

1
 YouTube Campaign
Our YouTube Campaign aims to promote Bose Stories which are experiences of
consumers and employees of Bose. This Ad will be an Instream YouTube Skippable Ads to
reach a narrower target audience who are genuinely interested in our brand.
Date: 7th June to 19th July

Target
Demographic Ad Copy

Affinity
Audiences

Made by all Team

members
 YouTube 30%- YouTube has a massive reach of 360K
impressions. As YouTube campaigns are costlier and it would
demand a considerable part of our budget. Our instream
skippable ads will be reaching a narrower valuable audience
that is genuinely interested in our brand (highly targeted).

Display 40% -Display ads showed higher conversion rates

compared to Search campaigns. The visual aspect of the display

Budget
is really important as the nature of our category is such that our
products need to be showcased. The reach we got through our
forecasts is quite high. Hypothetically if our conversion rate is

Allocation
at 65%, Bose being a premium company would be able to spend
up to Rs. 300 per conversion which brings us to 3.3 ROAS,
which is almost 3 times our investment. For our Display
Prospective Campaign, our forecasts showed 790K impressions
for an average daily budget of 33K.

Search 30% - High CTR 8.1% for Google Search Category

campaign and an impressive reach through 410K impressions
for our Search Competition Campaign show that Search
Campaigns have massive potential. 30% of our budget will be
required to cover the costs of our campaigns and to give us a
good return on ad spends.
 Avg. Daily Avg.
Platforms Impressions Clicks CPC CTR Conversions ROAS
Budget CPA
Search
51K 3.1K Rs. 26 6.2% 2K Rs. 2.8K 1.1 Rs. 38
Brand

Search
42K 3.4K Rs. 18 8.1% 2.3K Rs. 1.5K 1.2 Rs 84
Cateogry

Search
410K 28K Rs. 28 6.7% 18K Rs. 10K 1.4 Rs. 28
Competition

Display
790K 49K Rs. 20 6.2% 32K Rs. 47K 1.5 Rs. 200
Prospecting

Display Re-
5.9K 210 Rs. 12 3.6% 130 Rs. 4.3K 0.4 Rs. 1K
Marketing

YouTube Avg. CPM

360K - 5.9M Rs 49.86-Rs - - 5K Rs. 6K - -
Campaign 263.98

 Campaign Phasing
Detail

PHASE 1 PHASE 2 PHASE 3

Focus-Launching campaigns whose
objectives are Brand Awareness. Display
Prospective Campaigns Sleepbuds and
Search Competition Sports Earbuds and
Headphones. In this campaign, we will
achieve awareness and visibility about the
Focus- Launching campaigns whose objective is increasing Focus-Display Remarketing Campaign Bose
sales. Campaigns will be active during the weeks where we Frames. This campaign is scheduled for later as we
will have our Mega Summer Sale and Fathers Day Sale in will need time to collect data for our targeting
order to generate maximum sales.
audience.
Launching Search Category Campaign Bose Headphones
Reason - After Phase-2 we would have generated
and Search Brand Campaign Smart Speakers. Our campaigns
in Phase 1 directed at brand awareness would get us eyeballs enough sales so we would be aware of the
and thus we would be leveraging this to market and sell our audience reaction and can remarket our Audio

brand that will ultimately lead to sales of
products from other categories too.
Creating awareness of our new products so
people get interested in the new launches
by Bose.
Activation-This shall be active all 7 weeks
product.
Providing the customers with summer and father’s day
discounts to increase sales after the awareness and a
YouTube campaign would also be launched simultaneously.
Activation- Shall be active from week 3 to week 7. We will
also be launching YouTube Campaign Bose Stories from
week 2 to week 7
Glasses as we would be getting more attention
after the sale. Phase three in general will also
increase the overall sales of Bose since the people
being targeted through this Phase have already
visited the website and were on the verge to buy a
product but did not.
Activation- Week 4 to Week 7
Active Inactive