Module 7

SEM: Live Project

SEM & Display

Name: Maitreyee Shah

Blog link: Ceramics Heating Element
Supplier,Water Heater Element
Manufacturer and Exporter from India
(heatpro.co.in)
Q1: Your campaign problem statement and information provided (Budget provided, Campaign objective)

• Problem statement :Google search and display campaign set-up process

• Campaign Objective: The main objective for this ad campaign is to get quality traffic to your Website. Hence I
selected the campaign goal as 'Website traffic 'and campaign type as 'Search‘ for Search Campaign and ‘Display 'for
Display Campaign to ensure GoogleAds gets the right audience to visit my Website.
• Awareness Objectives: To increase brand awareness of Products and increase Reach to website.
• Consideration Objectives: Traffic: Send people from google search to website URL.
• Lead generation: If possible, try to collect leads through audience interest.
• Budget provided : ₹800 for the Display Campaign and ₹1200 for the Search Campaign
• Targeting Group: Men & Women– All Age Group
• Locations : India
• Bidding Strategy: Manual Bid Campaign
• Duration: Start Date: February 6th, 2024 – February 13th , 2024
 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.

• These keywords are high volume and high traffic according to the keyword planner with respect to their estimated
conversion.
• To target the audience searching for Heaters related to their Industry like Packing industry and types of heaters all over the
India.
• Use Exact Match for particular heaters, for location wise use phrase match and for all about any heater use broad match.
• https://docs.google.com/spreadsheets/d/11sGQlvO286htRnLPVcGQNKvp3J3GujxH5YkKHP0vWGs/edit#gid=875119489
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.

To identify a low-performing keyword in your search ad campaign, you typically need to look at metrics such as click-
through rate (CTR), conversion rate, and Quality Score. The Quality Score is a crucial metric as it directly impacts your ad
rank and cost per click. If you find a keyword with a low Quality Score, here are two steps you can take to improve it:

Keyword Relevance :
•Ensure that the low-performing keyword is highly relevant to the ad group and the ad copy. The keyword should appear in
the ad headline and description, providing a seamless connection between what users are searching for and what your ad
offers.
•Will check the keyword relevance with the Ad , if the clicks and conversion of the Ad are zero or very low, than that
keyword should either be removed or paused.
•Will try to change the match into –board/phrase/exact to increase clicks
•Highlight the benefits or unique selling points related to that keyword to increase the likelihood of attracting clicks from
users who are genuinely interested in your offering.
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 optimizing your ads on four parameters:
•Devices
•Gender & Age
•Location
•Ad schedule
Play Video
Play Video
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:
Suggestion
•Gender & Age : Reviewed performance by gender and age demographics and Increase bids for Male age 18 -24 and
24-39 as they show higher engagement levels and decrease bids for Females with lower performance.

•Ad schedule :Increase bids during peak hours when your target audience is most active and lower bids during less
active periods.
Suggestion for Devices : Increase bids for Mobile that drive higher conversions or engagement and decrease or pause bids for
computer and TV screen devices.
Play Video
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.
If your campaign's CTR is lower than the industry average, there are several actions you can take to improve it:
1. Ad Copy Optimization:
•Review and revise ad copy to make it more compelling and relevant to your target audience with attractive headlines.
•Highlight unique selling points, promotions, benefits and sitelinks to get more clicks in search ad.
•Experiment with different headlines, descriptions, and calls-to-action to see which combinations is best for my Ad.
2. Targeting Improvement:
• Refine targeting parameters to reach a more relevant audience that is more likely to engage with ads.
•Narrow down my audience by age and gender, interests and specific industry to ensure ad is being shown to users who are
more likely to be interested in your offerings.
•Exclude irrelevant audiences or placements that may be driving down my CTR.
3. Optimize Targeting and Keywords:Evaluate keyword selection and incorporate high-performing keywords relevant to
business also use some negative keywords to filter out irrelevant traffic of targeting.
Q11: Identify at least three possible websites where your display ads for your blog should run and also give reasons for the
same.
❖ IndiaMART.com: India MART is India's largest online B2B marketplace, connecting buyers with suppliers across various
industries and categories.
Reason: India MART attracts a vast audience of businesses, entrepreneurs, and procurement professionals looking for
industrial products and services. Advertising on IndiaMART.com allows you to target a wide range of industries and businesses
actively seeking industrial heaters and related equipment. India MART provides an excellent opportunity to showcase
HeatPros.co.in's industrial heating solutions to a relevant and engaged audience across India.
❖ TradeIndia.com: TradeIndia.com is also one of India's largest online B2B marketplace connecting buyers with suppliers.
Reason: This platform specifically designed for business transactions and trade, TradeIndia.com attracts a highly relevant
audience of industrial professionals and potential buyers looking for heating solutions like industrial heaters. Placing your ads
here can effectively target decision-makers seeking industrial equipment.
❖ IndustryBuying.com:IndustryBuying.com is an e-commerce platform specializing in industrial products and equipment,
catering to businesses across diverse sectors.
Reason: Online marketplace for industrial goods, IndustryBuying.com attracts a audience of business buyers and seeking
industrial equipment, including heaters. Placing ads here can effectively target potential customers actively searching for
heating solutions for their industrial needs.
 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.)

For HeatPros.co.in's search and display campaigns promoting industrial heaters and shrink wrapping machines, a focused
approach is essential to engage the target audience effectively. The landing page is designed to cater to industrial professionals,
manufacturing businesses seeking efficient heating solutions and packaging equipment. These include manufacturers, logistics
companies, and packaging firms across various industries.
In the search campaign, keywords are carefully selected, product names, specifications, and industry-specific terms. Location
targeting lusters across key regions in India where demand for industrial equipment is high. Ad copies are crafted accurately
with highlighting product features, benefits and pricing to attract clicks from users actively searching for industrial heating and
packaging solutions.
In the display campaign, industry blogs and publications discussing industrial equipment and packaging solutions are targeted.
Ad creatives feature product images, offers, and calls-to-action to capture attention and drive clicks from the targeted audience.
By aligning targeting parameters, campaign structure, and ad copy with the identified target audience's needs and preferences,
the campaigns aim to effectively showcase HeatPros.co.in's industrial heating and packaging solutions, driving relevant traffic
and generating valuable impressions for the business.