Module 7

SEM: Live Project

SEM & Display

Name:RAJ KUMAR
Blog link: https://www.visitdubaionline.in
Q1: Your campaign problem statement and information provided (Budget provided, Campaign
objective)

1) Problem Statement -
• Generating Website traffic – Focused keywords research, identifying target audience relevant to
landing page and creating responsive Search and Display ads with Clear Banner/poster. And
maintaining more than 80 Quality Score ad strength with Proper Headlines and Description and set
up within Provided Budget and reach the Objectives. Website URL- www.visitdubaionline.in

2) Budget Provided –
• For Search Ad – 1200 INR, Setting ad with Daily Budget of 120 INR with CPC of 5 INR.
• For Display Ad – 500 INR, Setting ad with Daily Budget of 50 INR with CPC of 5 INR.
Both Ads should run for 5 Day.

3) Campaign Objective –
The objective of this campaign is to Generate Quality Traffic for the website www.visitdubaionline.in
using Search and Display Ad.
 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.
Places to visit
1) Below are the list of keywords used for campaign. near dubai
Dubai attractions Places to visit in dubai Must do in dubai
Dubai tourist places list in summer Indoor Places To
Dubai tourist Dubai famous places visit In dubai
I want to go to Dubai Must do things in dubai Places to visit in
Tourist visa of Dubai Best Tourist place in dubai with family
Things to see in dubai dubai Top 10 Places to
Dubai tourist places Attractions in dubai for visit in dubai
Places To see in dubai families Cheap Places to
Best places to go in dubai Things to visit in dubai visit in dubai
Dubai burj khalifa tickets Fun Places to go in New Places To
dubai visit in dubai
 Negative keywords
1) Dubai tour packages

2) Justification for Selecting Keywords –

As per the web blog Contains of “VISITDUBAIONLINE” For Peoples interested to visit dubai. They can get
idea about dubai tourism.There are blogs available for dubai tourism enthusiasts on www.visitdubaionline.in
Where they can get an idea about places to visit in dubai.
 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.

Dubai burj khalifa tickets Indoor places to visit in dubai

Dubai famous places places to visit in dubai with family
Must do things in dubai top 10 places to visit in dubai
Best tourist place in dubai cheap places to visit in dubai
Attractions in dubai for families places to visit in dubai today
Fun places to go in dubai requirements for dubai tourist visa
Places to visit near dubai new places to visit in dubai
Must do in dubai
1. Keyword Grouping:
Effective organization of keyword database is crucial for successful PPC and will greatly
increase our chances of achieving high keyword Quality Scores.

2. Write Compelling, Relevant Ad Text:

Better ads means better CTR, which raise our keyword Quality Score and save our budget.
Q4: Here you need to share the screenshot of search campaign summary.
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 and age-
Male & female 18 to 44

Location-

Ad schedule-8/12/22 to 12/12/22
Bid Adjustment for Optimizing - Selecting bid amount manually and
adjusting. Set target CPAs for ad groups, Edit target CPA, and Evaluate and
optimize bids. Can use other Locations and increase bis size for Mobile
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-Male and female 18 to 44

•Location-

•Ad schedule- 3/12/22 to 7/12/22

Adjustment for Optimizing - Selecting bid amount manually and
adjusting. Set target CPAs for ad groups, Edit target CPA, and
Evaluate and optimize bids. Can use other Locations and increase
bis size for Mobile users.
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.

Utilizing Smart Bid Strategies-

Google will automate when ads appear, with a view to only entering your ad in auctions where
more likely to get a click. By entering more precise, more targeted auctions, Ad will get a higher
click through rate.

Creating the Keyword Groups Tightly-

When Audience search for a keyword, ad group containing more than 25 keywords, the advert
that appears is not very likely to contain the keyword the user is searching for. The end result is
that the CTR and Quality Scores of your keywords and adverts are adversely affected.
The solution is to tightly grouping them or keywords into smaller groups and make sure that the
advert copy contains the keywords at least twice if possible.
Q11:  Identify at least three possible websites where your display ads for your blog should run and also give
reasons for the same.

3 Websites Which I Prefer:

1. YouTube
2. Facebook
3. Yahoo

Reasons:

• These websites are the most searched websites on the internet. So its high volume on these websites,
running a display ads on the same would result in more conversions/traffic.

• Display ads can help promote a business when people are browsing online, watching YouTube videos,
checking Gmail or checking Facebook notifications/post or using mobile devices and apps.
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.)

It was a amazing experience running a google search and display ads. The objective of the ad was to drive Quality Traffic
to one of the my Blog, I have chosen the blog “VISITDUBAIONLINE” persons intrested to visit can get proper insight about
things to do in dubai and places to visit.

For a search ad campaign I have created 2 ad groups 1 is Search and other 1 is Display.
Main intent to Focus on to Reach maximum persons intrested to visit dubai
To provide proper guidance to dubai travellers adding a mix of relevant keywords with age 18 to 44 & gender parameters and
targeting whole India I have selected manual CPC as there was a budget given of
Rs.1200/- for a 5day for Search., and
Rs. 500 for Display campaign and with Manual Bid of Rs.5 each.
Search Ad performed well by giving 18.2K impressions, 90 clicks with CTR of 0.50%
Display Ad performed well by giving 2.59K impressions, 117 clicks with CTR of 4.52%

Talking about Display the campaign, the objective was same the targeting audience was a bit specific and as per Industry
Benchmark both Ads performed well.
In these Ad Campaigns average CTR close to Industry Benchmark for Travel&Hospitality – An average Industry CTR - 4.68
CTR