Arjun Bhugra

Project 4 - Adv PPC

What Is My Venture?
The venture that I have is a personal website. The URL of my website is
https://www.arjunbhugra.com/. This website has been created to project my passions and to
enhance my personal brand. People who visit my site can find out more about me and learn
about my interests.

Moreover, a user may also be a social worker or social work student. This would be great
because sections of my website talking about my experience in the realm of social work (which
is aligned with the profession that I hope to pursue upon completion of my Master of Social
Work degree) would allow me to demonstrate my social work related skills and experiences
for organisations that hope to know more about my relevant skills. My contact details
provided can encourage a network to be created among people of social work backgrounds
who hope to share more of their interests with each other regarding the profession.

I also believe that the website would be great for (on a more casual basis) having friends and
family stay informed about what I have been doing. The blog section would be a good way for
these people to see where my latest interests lie. The blogs would also serve as a good chance
for me to build upon my content writing experience and expound upon the skill of writing,
given how important of an ability being able to write articulately is in this day and age.

Target Audience:

• Those interested in the field of social work. These may be social work students, social
workers or social work academicians.

• People with a passion for reading blog articles with a variety of themes.

• Online users who are keen to know more about me and read up on my interests
through engaging with the website.
Campaign 1: Social Work Theme

Ad Group: Social Work: Brand Awareness and Reach - Display

Keywords Used in Ad Group:

Target Locations: Melbourne, Victoria, Australia

Target Audience:

• NGO Organisation

• Government & Public Sector Jobs

Headlines: Join Arjun Bhugra on an exciting journey into the vast world of social work.

Description:
• Learn about social work and its importance to society.

• A personal website about an aspiring social worker.

• Learn more about Arjun Bhugra and his social work experiences.

Target Topics:
• People & society
• Online communities
• Jobs & education
• Law & government

Budget: I set my average daily budget and bidding for the campaign at ₹1. However, due to
my financial situation I did not run the ads.
Landing Page: With this, the landing page was my website: arjunbhugra.com. If someone
were to open my ad, then they would be able to read all about me on the home page of my
website, which talks about my academic and social work experience. With this, people can
read further and those who click on the ad get exactly what they are searching for that is, all
things social work related.

Campaign 2: Blog Theme

Ad Group: Blog: Website traffic-search

Keywords Used in Ad Group:

Target Locations: None; ad was intentionally made available to those around the world given
the universal appeal of blog articles.

Headlines:
• The best blog articles

• Arjun Bhugra's website

• Do you like Blog Articles?

• Why not learn something new?

• Engaging blog writing projects

• A personal portfolio

• Blog about learning languages

• Articles about best books

• Have fun while reading

• Join the blog club

Description:
• Blog articles that cover all themes and topics under the sun!

• Amazing blog articles that you should read!

Created Ad Extensions:
• Sitelink extensions

• Callout extensions

Budget: I set my average daily budget for the campaign at ₹100 and the maximum CPC bid
limit for each cost-per-click bid at ₹10

Landing Page: Directing someone who clicks on an ad to a misleading landing page does not
create a good reputation for the party that is advertising. It can also lead to an unnecessary
bounce rate wherein the ad clicker is immediately unsatisfied with not getting the answers
he/she was hoping for. As such, I set the landing page to the blog section of my website. I
wanted anyone who opened my ad to immediately be directed to the blog articles that were
being advertised.
Conclusion and impact on future ad strategy:
As a conclusion, it would be fair to say that I have learned a tremendous amount through
undertaking this project. I was able to understand what goes into running Google Ads. Since
this was new to me, I was able to appreciate just how much thinking does into curating an ad
that is creative, visually appealing and optimised in the best possible manner such that every
rupee spent is worthwhile.

In this process, I engaged in keyword research, integrating what I learned on a theoretical

level in the live classes, to practical knowledge where I was implementing key words into my
own ad. I also made use of the keyword suggestion provided on Google Ads as a way to
diversify the keywords that would be put in my ad. I was also able to comprehend the metrics
of associated with an ad’s analytics where I could see how someone could make educated
inferences about what can be improved to enhance an ad and consequently increase traction
for the ad.

This project taught me about the conception of an idea and capitalising on it to create a fully
functional ad. I was also able to learn about marketing my website, analysing various aspects
of its traffic, adopting SEO strategies and many more things. In the highly digital era that we
are living in, it is important to have a strong understanding of digital marketing. Regardless of
the industry that I choose to work in, there is a tremendous amount that a business can grow
when implementing adequate knowledge of digital marketing. I learned a tremendous
amount in undertaking this project and I am fully convinced that whatever I have learned in
this project will be of great benefit in the future – whether I am working in my own business
or an employee in a company.

Marketing and campaign type are also important considerations that I was able to better
understand. For example, when setting my campaign, I chose Brand Awareness and Reach as
the goal to make the campaign successful for me. Brand awareness objectives are designed to
show your ads to people who are more likely to pay attention to them, and reach objective ads
are for when you want to reach the maximum number of people in your target audience and
control how often they see your ads. This is particularly useful for a website like mine, which
is starting out, because I want to get the necessary recognition to elevate the awareness that
people have of my website to a greater level. On the other hand, when setting for my blog
campaign I chose Website Traffic as the goal to make the campaign successful for me. I chose
Search as my campaign type, which works to run different kinds of ads across the web. This
was because what I wanted to achieve from my blogs were a different outcome.

With this knowledge, I know that I am able to better understand not only the campaign types
that I will orient future ads towards, but also make targeting in such a way that the ad is able
to get the most traction. This was demonstrated in my work on this project where I
consciously made an effort to target based on location, topics and essential demographics
based on the appeal of the themes of my ads. Engaging in this project has made me conscious
of what it takes to run an ad and also made me aware of how well you need to understand the
ideal customer. Based on this ideal customer you envision, you can tailor your ads accordingly.

Thank you