Module 7

SEM: Live Project

SEM & Display

Name: Sanjay Soni

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

DISPLAY CAMPAIGN: (www.upgrad.com)

• Objective: The campaign's objective was to run Google display campaigns to promote UpGrad website to bring
good-quality website traffic.
• Total Budget - ₹1200/-

SEARCH CAMPAIGN (www.upgrad.com)

• Objective: The campaign’s objective was to run Google Search Campaign to promote UpGrad website & bring
quality website traffic.
• Total Budget - ₹800/-
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.

The reason behind choosing the keywords are as follows:

• I chose the keywords to target the audience searching for information about Online Courses to enhance their skills
• Keywords were also chosen after seeing the search volume of each keyword
• I also chose the keywords after seeing the expected clicks
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.

Steps for low-performing keywords:

• Try to change the match for the keyword – Phrase/Exact/Broad

• Check the relevance of the keyword with the Ad & if the clicks are zero or very low then that keyword should be
either removed or paused

• Make sure the landing page experience is relevant & optimised. We should also see if the URLs are correct & the
page loading time isn’t slow
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 the search campaign result summary. Mention areas that require
improvement and areas which fared well. This should cover important metrics like CTR, Clicks, Impressions, CPC, etc.
You also need to mention bid adjustments for optimizing your ads on four parameters:
•Device
•Gender & Age
•Location
•Ad schedule

Areas that need improvements:

1. Keywords – The quantity of the keywords needs to be reduced & more focused & exact keywords should be used.
2. Blog – I should have used a particular blog rather than using the website home page for Search Campaign. Using a
particular blog link could have given a better result

Areas that fared well:

1. Google Search – The campaign worked well on the google search network which was the primary search partner.
2. Optimization – The campaign was optimized 100% after the 5 days which ensured marginal scope of errors
Here’s the bid adjustment for optimizing the ads on the below mentioned 4 parameters:

• Device – The bid was adjusted more on Mobile Devices since the conversion was higher on cell phones.

• Gender & Age – 65% of the ad is more relevant to the male audience & hence it has been adjusted accordingly. Whereas
the age group was skewed between 18-34 yrs which showed better results

• Location – The bid was adjusted more on Maharashtra & Karnataka which showed better results.

• Ad Schedule – The performance of the ad was steady on weekdays, however since there was a signification jump over
the weekend, the bid was adjusted accordingly to optimize the ad.
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 optimizing your ads on four
parameters:
•Devices
•Gender & Age
•Location
•Ad schedule

Areas that need improvements:

• CTR – The current CTR of the display campaign is 2.69% which needs to be improved & should be around 0.5% - 2%

Areas that fared well:

• CPC – The average CPC of the display campaign is ₹0.35/- which is decent.
Here’s the bid adjustment for optimizing the ads on the below mentioned 4 parameters:

• Device – The bid was adjusted more on Mobile Devices since the conversion was primarily on cell phones.

• Gender & Age – 70% of the ad is more relevant to the male audience & hence it has been adjusted accordingly. Whereas
the age group was skewed between 18-44 yrs which showed better results

• Location – The bid was adjusted as per the performing markets rather than focusing on India.

• Ad Schedule – The performance of the ad was steady throughout the week except for Monday, hence the bid was
adjusted accordingly on Mondays to optimize the ad.
 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.

Please find below the action to improve the CTR:

• Keywords with good conversion but low clicks should be reviewed for Ad Group, if that particular keyword is relevant to
another Ad Group, then the keyword should be moved.

• Landing Page should be more engaging & relevant to the search query

• CPC should be increased for the performing keywords

Q11: Identify at least three possible websites where your display ads for your blog should run and also give reasons
for the same.

Website on which the Display Ad should run:

• www.linkedin.com - LinkedIn is a trusted & most accessed website by professionals, graduates & post-graduate
students. Hence Display Ads will help in getting relevant traffic & interested users to the UpGrad website

• www.naukri.com – Naukri website is one of the most prominent websites for job search & majority of the
professionals & students can help in getting relevant traffic

• www.collegedunia.com - Collegedunia is one of the best websites which organically directs the users who are
searching for courses, different education streams, digital marketing-related queries, etc. And therefore, this can
help to push relevant traffic to the website of UpGrad
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.)

DISPLAY CAMPAIGN – www.upgrad.com

• Target Audience – All Genders, Age Group – 18 to 44 yrs, Education ( High School Graduates, Bachelor’s Degree,
Current College students), Household Income – Top 50%, In-market Segment (Education Website, Business Search
Web Design, Technology, Career Consultants, etc)
• Structure – 1 Ad Group
• Blog & Location – Targeted the UpGrad home page for the audience to explore as many courses as possible & the
location was India since the courses are more relevant to the Indian audience.

SEARCH CAMPAIGN – www.upgrad.com

• Target Audience - All Genders, Age Group – 18 to 44 yrs. No specific targeted audience over & above the Gender &
Age Group since the Ad will show up to the audience searching for related queries.
• Structure – 1 Ad Group
• Blog & Location – Targeted the UpGrad home page for the audience to explore as many courses as possible & the
location was India since the courses are more relevant to the Indian audience.