Search Marketing

Plan
Presented by:
Summit Pradhananga
0. Presentation Overview

Tasks:

1. Ad groups
Content
2. Keyword research

3. Ad copies

4. Budget Forecast
2
Overview

3
0 Overview

Project Objective: develop a comprehensive campaign that drives relevant traffic to the brand's website.

Brand: Bata Shoes – Category Promotion (Women sneakers & Formal Men’s shoes)

Campaign Objective: drive increased website traffic

Type of Campaign: google search ad campaign

4
 0 Tasks

Ad Group KEY WORD Ad Copies Budget

Create one ad group for Identify 10-15 Develop Calculate the
Women Sneaker Studio relevant keywords compelling ad overall budget
Shoes and another for for each product copies that
Men’s Formal Shoes category; present resonate with
section products match types; the target
suggest negative audience.
keywords

Task 1 Task 2 Task 3 Task 4

5
Task

6
01 Ad Group
Organization
Account
Bata Level

BATAShoes- Ad
Webtraffic-
Clicks
Campaign

Men’s formal
Women Ad Group
Sneaker Level
shoes
Studio Shoes

Keywords,
Keywords, Ad Keywords, Ad
text, Landing text, Landing ad text
page page level 7
Task

8
02 Keyword Research
Initial campaign setting
Campaign
Campaign Name Campaign Objective Campaign Location Total Audience Segment Affinity
Metric
BATAShoes-Webtraffic-Clicks Web traffic Search Clicks Andhra Pradesh 18,700,000 Sports Fitness
Assam 11,800,000 Running Enthusiasts
Bihar 33,400,000 Shoppers
Chandigarh 7,190,000 Shopping Enthusiasts
• Campaign objective is Website Delhi 32,500,000 Lifestyles
Goa 1,560,000 Fashionistas
Traffic, hence Metric is set for Clicks Gujarat 29,700,000 Beauty & wellness
Haryana 22,400,000 Travel Buffs
• Based on stores availability, locations Himachal
5,700,000 Children's Apparel
are selected (total 446 M) Pradesh
Apparals & Accessories -
Jammu Kashmir 5,430,000
shoes
Jharkhand 8,610,000 Athletic Shoes
• Audience segment set based on Kerala 19,300,000 Activewear
behavior & relativity Madhya
32,300,000 Formal Shoes
Pradesh
Maharashtra 62,700,000 Website Visitors (BATA)
• Included retargeting audience as well Punjab 17,200,000 All Visitors (Google Ads)
Rajasthan 28,600,000
Telangana 33,000,000
Uttar Pradesh 73,200,000
West Bengal 3,370,000 9
 02 Keyword Research

Campaign Campaign Campaign Match Avg Competit Low high

Campaign Ad Groups Kewords
Name Objective Metric type Monthly Vol ion range range
BATAShoes-
Mens formal
Webtraffic- Web traffic Search Clicks shoes for men Broad 500000 Low 1.09 10.96
shoes
Clicks
leather shoes Broad 50000 High 1.05 5.1
"best formal shoes for men" Phrase 5000 High 1.26 10.92
mens oxford dress shoes Broad 5000 High 0.9 8.71
• To achieve the objective of maximum "Formal loafers for men" Phrase 5000 High 1.17 3.64
website traffic, I have taken a balance "mens brown formal shoes" Phrase 5000 High 1.08 5.52
approach of Broad & Phrase match "hush puppies shoes price" Phrase 5000 High 0.97 2.15
type with only 1 Exact match type "mens formal shoes" Phrase 5000 High 1.08 5.52
mens office shoes Broad 5000 High 1.08 4.17
formal sneakers Broad 5000 High 0.99 7.32
• With the mix of broad & phrase, Avg "black shoes for men" Phrase 50000 High 1.01 3.58
"best shoes for men" Phrase 50000 High 0.99 11.92
monthly est. search vol is 705K
"latest shoes for men" Phrase 5000 High 1.11 12.95
(calculated by exporting data) "formal shoes near me" Phrase 5000 Medium 0.97 1.2
[designer formal shoes for
Exact 500 High 1.27 23.15
men]
10
"slip on formal shoes" Phrase 5000 High 1.11 7.42
 02 Keyword Research
Campaign Campaig Campaign Match Avg Monthly Competitio Low high
Campaign Name Ad Groups Kewords
Objective n Metric Type Vol n range range
Women
BATAShoes-
Web traffic Search Clicks Sneaker sneakers for women Broad 100K – 1M High 1.28 12.84
Webtraffic-Clicks
Studio Shoes
"casual shoes for
Phrase 10K – 100K High 1.06 5.04
women"
shoes for women Phrase 100K – 1M High 1.21 7.43
"white shoes for women" Phrase 10K – 100K High 1.2 4.36
"sneakers in white" Phrase 10K – 100K High 1.07 4.68
• To achieve the objective of maximum
"shoes brand women" Phrase 10K – 100K High 1.04 5.6
website traffic, I have taken a balance
[casual ladies shoes] Exact 10K – 100K High 1.06 6.15
approach of Broad & Phrase match
"ladies casual footwear" Phrase 10K – 100K High 1.06 6.15
type with only 2 Exact match type
[black shoes for women] Exact 10K – 100K High 1 7.4
"ladies sneakers shoes" Phrase 10K – 100K High 1.15 12.98
"footwear casual
• With the mix of broad & phrase, Avg Phrase 10K – 100K High 1.06 6.15
women"
monthly est. search vol is 500K+ fashion sneakers Broad 100 – 1K High 1.19 6.15
"trendy casual shoes" Phrase 100 – 1K High 1.11 4.5
"buy sneakers online
Phrase 100 – 1K High 1.4 15.2
women"
power ladies shoes Broad 100 – 1K High 1.23 2.63
11
Ladies shoes Broad 10K – 100K High 1.02 10.96
 02 Keyword Research

Ad Groups Kewords Match type negative list

shoes for men Broad women
leather shoes Broad wholesale
"best formal shoes for men" Phrase rent
mens oxford dress shoes Broad heels
"Formal loafers for men" Phrase boots
"mens brown formal shoes" Phrase
Negative List
"hush puppies shoes price" Phrase
Mens formal "mens formal shoes" Phrase • women - Exclude searches related to women's
shoes mens office shoes Broad shoes.
formal sneakers Broad • Wholesale - Exclude users looking for
"black shoes for men" Phrase wholesale options
"best shoes for men" Phrase • Rent - Exclude searches related to renting shoes.
"latest shoes for men" Phrase
• Heels - Exclude users searching for high heels
"formal shoes near me" Phrase • Boots – emphasis is on formal shoes, not casual
[designer formal shoes for men] Exact or work boots
12
"slip on formal shoes" Phrase
 02 Keyword Research
Ad Groups Kewords Match Type Negative list
sneakers for women Broad men
"casual shoes for women" Phrase menswear
shoes for women Phrase wholesale
"white shoes for women" Phrase rent
"sneakers in white" Phrase formal shoes
"shoes brand women" Phrase
[casual ladies shoes] Exact Negative List
Women "ladies casual footwear" Phrase
Sneaker Studio [black shoes for women] Exact • Men --- Exclude searches related to men's shoes.
Shoes "ladies sneakers shoes" Phrase • Menswear
"footwear casual women" Phrase
fashion sneakers Broad • Wholesale - Exclude users looking for wholesale
"trendy casual shoes" Phrase options
• Rent - Exclude searches related to renting shoes.
"buy sneakers online
Phrase
women" • Formal shoes – Since this ad is focused mostly on
power ladies shoes Broad casual, trendy & fashion, excluding formal shoes
13
Ladies shoes Broad
02 Keyword Research

14
Task

15
 03 Ad Copies

Ad Groups Headlines Descriptions

Formal shoes for men Step into success and sophistication with Bata's exquisite range of leather formal shoes.

Find formal shoes near you Bata brings you a wide range of formal men's shoes available in different price range

Latest leather shoes for men Unbeatable End-Of-Season Deals At Bata! Up To 70% Off

Best leather shoes Redefine your formal style with quality leather shoes at incredible prices

Mens formal Classic leather shoes for men

Crafted comfort: men's shoes
shoes Hush puppies shoes
Best in class- Men's shoes
Designer leather shoes
Men's oxford leather shoes
Formal loafers, slip-on, laced
Bata
Celebration Collection
Men's formal shoe offers
Explore men's office shoes 16
03 Ad Copies

17
 03 Ad Copies
Ad Groups Headlines Descriptions
Bata Shoes Bata end of season sale - upto 70% off

Exclusive Deals Upto 70% Off Bata shoes offer style, comfort & quality. Shop online today

Bata brings you a wide range of sneakers for women, available in different colors &
Step into Style: Women Shoes
sizes

Comfort Shoes for Women Bata has the right pair of sneakers for You. Check out the collection

Women Find Your Perfect Fit Bata Online Store | Trendy Shoes for Women
Sneaker Women's Elegant Casual Shoes
Classic Chic: White Shoes
Studio Shop Online Now
Shoes Classic Chic: White Shoes
Trendy Casual Shoes
Power Ladies Shoes - Shop Now!
Casual Women's Footwear
White Wonders: White Sneakers
Buy Sneakers Online for Women
Stylish Ladies Shoes
Quality & Trendy Ladies Shoes 18
Shop New Arrivals
03 Ad Copies
Task

20
04 Budget Calculation

Maximize Clicks
Bid Strategy

Duration
Overall Clicks

2.5 months 120k

Budget
1.7 lacs; Overall Impressions
2.2k daily 1M
Based on shortlisted keywords, the clicks, budget, CPC has been
forecasted using Google Keyword Planner Forecast Tool 21
04 Budget Calculation

Location based
estimation
04 Notes

Maximize Clicks First 7-10 days observation & optimization plan

Bid Strategy
• we will observe which keywords are performing well

Duration • Observe performance with max CPC of 1

Overall Clicks

2.5 months 120k • If in first 15 days, if we don’t see our campaign traffic as
expected, we will optimize the campaign by running ads to
result in absolute top by changing few keywords to phrase from
broad match type. With result on absolute top, there is also
high chance of driving traffic to our website
Budget
1.7 lacs; Overall Impressions
2.2k daily 1M
THANK. YOU
For further queries, email to
summitpradhananga@gmail.com