Module 7

SEM: Live Project

SEM & Display

Name: Rashi Yadav

Blog link: theultimatetarots.com
Q1: Your campaign problem statement and information provided (Budget provided, Campaign objective)

Answer:

I used a budget of 120 rupees a day as recommended. The objective of this campaign is to get more visits to my blog
which is about Tarot/Oracle Cards/Reiki.
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.

Answer:
Tarot, Tarot card of the day, Horoscope, Astrology, astrology, horoscope today, astrology predictions, horoscope,
my horoscope, zodiac horoscope, zodiac signs, horoscope signs, horoscope astrology, my zodiac sign, daily
horoscope, horoscopes, star signs, astrology today, my star sign, my astrology, my horoscope today, tarot
reading, daily astrology, horoscope 2023, tarot healing, Tarot therapy, Astrology and tarot, The Sun, Tarot card
reading, Oracle cards, Oracle card reading
Reason: they were the most relevant keywords for my blog and ranked well with google keywords.
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.

Answer:

Low Performing Keywords: horoscope, zodiac signs, tarot, daily astrology, tarot reading, astrology today,
tarot card reading, my horoscope, horoscope astrology, astrology predictions, daily horoscope, horoscope
signs, horoscope today, horoscope, horoscopes.

Steps for improving Quality Score:

1. Make my ad more relevant to the keywords I have used – Rewrite the ad copy.
2. Improve my landing page to be more user-friendly and easy to load across multiple devices.
3. I can also include negative keywords in my ad copy.
Q4: Here you need to share the screenshot of search campaign summary.
Q4: Here you need to share the screenshot of search campaign summary. CONTINUED
Q4: Here you need to share the screenshot of search campaign summary. CONTINUED
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:

Answer:

•Devices –
•Good – Mobile – Adjusted bid by increasing 20%
•Improvement – Tablet and computers – Adjusted bid by decreasing 50%
•Gender & Age –
•Good – Male 18-44 (faired mildly well than female); Female 18-44 – Adjust the bid for both male and female 18-
44 to increase by 50 %. Reduce for rest.
•Improvement – Male and Female ages 44 onwards
•Location –
•Good – India – will adjust the bid by increasing it by 20%
•Ad schedule –
•Performed best on Sunday between 6 and 7 PM – will adjust the bid to increase on this time slot.
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:
Q7: Here you need to share the screenshot of your display campaign summary.
Q7: Here you need to share the screenshot of your display campaign summary. (CONTINUED)
Q7: Here you need to share the screenshot of your display campaign summary. (CONTINUED)
Q7: Here you need to share the screenshot of your display campaign summary. (CONTINUED)
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.

Answer:
Will adjust the bid to increase by 20% on the following good or fairly performing parameters.
Device –
• Good – Mobile and fairly on computers

Demographics –
• Good- Male ages 18-44 and fairly for females ages 18-44 and 55-64

Location –
• Performed well for India
• Performed decently across China, Pakistan, Indonesia, Brasil, United States, etc.

Ad Schedule –
• Performed best on Sunday between 6 and 7PM
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:
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.

Answer:
Two ways to improve CTR can be:

1. One can optimize their headlines to include one or two focus well-performing words in the headline and ad copy
and appeal to the audience’s emotions.
2. Include a direct and uncomplicated and compelling call to action that doesn’t necessarily require their personal
information or unnecessary sign-ups.
Q11: Identify at least three possible websites where your display ads for your blog should run and also give reasons
for the same.

Answer:
1. Quora
2. Instagram
3. Pinterest

Reason:
Per the ad performance results, the target audience identified is most prominently present on these
websites where they are regular users. These websites are also some of the best-written and visual
content-sharing websites and hence display ads can perform relatively better on such platforms.
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.)

Answer:
My approach for both ads was to bring in traffic for my website blog. Based on my ad campaign results, my
ads perform best for:
1. On Mobile devices
2. For males ranging in ages of 18-44 and fairly for women in age group of 18-44
3. In India and fairly in it’s neighboring countries etc.
4. On Sundays, especially between 6 and 7PM.

Initially, I targeted ads for a wide range of audiences hence including all locations worldwide since my blog
revolved around astrology and tarot reading. This topic can be as vast and of interest to a large set of
audience. I tried to include clear CTAs in my ad copy to lure such audiences through free tarot reading trial
and daily horoscope etc. and including vibrant images for my display ad.

I plan to rewrite my ad copy and adjust to increase my bid to suit my well-performing areas and exclude
the areas that haven’t faired well.