Module 7

SEM: Live Project

SEM & Display

Name: Neha Shah

Website link: www.upgrad.com
Q1: Your campaign problem statement and information provided (Budget provided, Campaign
objective)

Problem statement – How to run a Google Ad

Budget Provided – Rs.1700/- (Rs.1200/- for Display Ad, and Rs.500/- for Search Ad)

Campaign Objective – Learning creating a Google Ad, running the same for 5days, and aiming to
successfully get website traffic and maximum no. of clicks in the course of 5days

Website/Blog – www.upgrad.com
Q2: Here you need to list out the keywords which you have used in the search campaign. You need to
justify the reason behind choosing these keywords.

Keywords used – Reason for using these keywords –

1. Class Online
2. Free online training
3. Free online diploma course
4. Online Certificate Computer course
5. IT classes online
6. Counselling courses online
7. Online Programming Courses
8. Data Science Certification Course
9. Online Computer Science Course
10. Online MBA
11. Online Digital Marketing Course
12. MICA + UpGrad
13. Online Engineering Course
14. Upgrade, Upskill
15. Online Diploma and certificate courses
Most of the keywords here are a broad match.
They are the courses offered by UpGrad. If people
are looking for these courses and universities
offering the same, UpGrad will be on their search
result. Also, UpGrad has a niche name in the
segment of professional online courses in
collaboration with other universities and a
certificate or diploma on clearance. The keywords
totslly describe the working of UpGrad.
Q3: Identify the low performing keyword for your search ad from the result. What approach/steps would you take to
increase the Quality Score of the low-performing Keyword? Mention at least two steps.

Low Performing Keyword –

1. Counselling courses online
2. Online Certificate Computer courses
The following keywords did not got any impression. They were a broad match, and should be considered for
improvement.

Steps to increase the Quality-Score of the low performing keyword –

1. Modifying the keyword, by using simpler language that is more commonly used while searching.
2. By using more relevant keywords relatable to the website
3. By taking help of suggestions, we can apply minimum budget on CTR to the high performing keyword and
low budget on low performing keyword
4. Using keywords such as – 1. free certification courses, 2. online software programme
Q4: Here you need to share the screenshot of search campaign summary.

When I created the campaign for

the Ad Search, after saving all the
information, I did not get an option
of review. It only had one option –
save and continue. When I clicked
the same, the campaign
automatically got published, before
I could get a chance to review the
campaign.

P.S.:
(I am extremely sorry that I do not
have a screenshot for the same.
However, I took a screenshot of the
overview of the ad summary before
it started. I hope that will work.
Also, please consider this and
request you to penalize my project
for the missing required
screenshot.)
Q5: Here you need to share the screenshot of your search ad copy.
Q6: Here you need to share the screenshots of search campaign result summary. Mention areas that require
improvement and areas which fared well. This should cover the important metrics like CTR, Clicks, Impressions, CPC,
etc. You also need to mention bid adjustments for optimising your ads on four parameters:
Devices, Gender & Age, Location, Ad schedule

I forgot to take the Location

screenshot, instead clicked delete on it
by mistake. Also, could not retain it
back from the AdWords page.
I apologize for the same and hope it
does not effect the marking.
Q7: Here you need to share the screenshot of your display campaign summary.
Q8: Here you need to share the screenshot of the display ad which you had created.
Q9: Here you need to share the screenshot of display campaign result summary. Mention areas that
require improvement and areas which fared well. This should cover the important metrics like CTR, Clicks,
Impressions, CPC, etc. You also need to mention bid adjustments for optimising your ads on four
parameters: Devices, Gender & Age, Location, Ad schedule

I forgot to take the Location

screenshot, instead clicked delete on it
by mistake. Also, could not retain it
back from the AdWords page.
I apologize for the same and hope it
does not effect the marking.
Q10: You are running an ad campaign to increase awareness for the website and bring in more quality traffic. The
metrics to track are Impressions, Clicks, Search Impression Share and Click through Rate (CTR). Now, assuming that the
industry average CTR for your industry is 2% and yours is lower than that. What are the possible actions that you can
take to improve the CTR? Mention at least two actions.

1. Trying to create more appealing ads, display of the ad should be appealing and attractive to viewers, such as
using logos, images and videos. Also, the claims in the ads should be relatable to the website, what it has to
offer.

2. Improving ad group and bidding strategy. With this experience, one thing I realise is that the quanity of the
keywords will not get more clicks or impressions. Its the relatability to the product or at appropriateness of
the ad to the product.
Q11: Identify at least three possible websites where your display ads for your blog should run and also give reasons
for the same.

1. www.naukri.com – People looking for jobs or role changes might find it beneficial to upgrade their skill set with
an online programme. Hence, a portal providing jobs will have job hunters who might be interested in superior
skill programmes.

2. www.brandequity.com – UpGrad is a portal providing courses for upscaling professionals. Thus, display ad on
this page will definitely get the attention of professionals.

3. www.adsoftheworld – This is a place where the most creative ads in the world are found and highlighted by
their team. Having an ad at such a creative medium will definitely get in more impressions.

4. www.linkedin.com – Having every professional’s account in one place, connecting to them cant get simpler for
all the professional courses UpGrad provides.
Q12: Describe your approach to search and display campaign in 250 words or less. Discuss what target audience you
have identified for your landing page and how you have approached targeting, campaign structure and your ad copy.
(Your description must include which blog and location you targeted and the reason for doing so.)

I started setting up the campaign for my my business website, but somehow the campaign was under survey
for more than two days. Losing out on time to meet the schedule date for submitting the project made me chose
UpGrad website for running the campaign. I did not understand the reason but this was approved by Google Adwords
within a day. The Target audience were students who finished high school and look forward to online courses,
and professionals who are in various fields and wish to upscale for better job options.

SEARCH CAMPAIGN –
It was simpler setting up the Search Ad compared to the Display Ad, but setting up the keywords was a task.
Thinking of keywords that would be searched frequently resulting in clicks and impressions was not easy.
As per me, I think the campaign did well with about 824 clicks and a CPC : Rs.0.89, which is pretty good.

DISPLAY CAMPAIGN –
Initially, I put in a lot of keywords which only had broad matches. Later I redefined my keywords, added a few
exact type and phrase type match, resulting to a good amount of impressions 9.92k. The CPC : Rs.0.92 is also a good result.
Adding images and logo related and from the website made the ad even more successful. Thus, the Display Ad definitely
got better response compared to the Search Ad.
THANK YOU !