Module 7

SEM: Live Project

SEM & Display

Name: Jeenal Barai

Blog link: https://black-the-restro-
https://black
cafe.business.site/?utm_source=gmb&utm_medium
eferral
 our campaign problem statement and information provided (Budget provided, Campaign objective

mpaign Problem Statement: Run two types of Campaing Search Ad and Display Ad to drive traffic to the blog
get Provided: Search Campaign – 1200 INR
Display Campaign – 500 INR
mpaign Objective – To get quality traffic at the Website
bsite – Black Restro Café
g Link - https://black-the-restro-cafe.business.site/?utm_source=gmb&utm_medium=referral
cafe.business.site/?utm_source=gmb&utm_medium=referral
Here you need to list out the keywords which you have used in the search campaign. You need to
y the reason behind choosing these keywords.
d Match
estaurant café 20. open house cafe restaurant nearby open restaurant
afe menu 21. cafe nearby
each cafe 22. cafe near us
afe restaurant 23. good ambience restaurants near me
menu for restaurant 24. near food restaurant
estaurant with a view 25. Food Delivery in Devbhumi Dwarka
estaurants in area 26.food within walking distance
ood restaurants nearby
est cafe
ooftop cafe
op cafe
nd restaurant
he beach cafe Shivrajpur
ove cafe
ndian cafe
estaurant open today
ear restaurant
lack cafe
angout place Devbhumi Dwarka
n for choosing these keywords

evance – I have used 22 keywords using keywords planner. My website is restaurant website so it needs to
und using releated keywords like ‘best restaurant in Devbhumi Dwarka, Rooftop Café near me etc.

arch Volume: Using keywords planner I found the highest search volume keywords a good bid.

pected Clicks- I even checked for maximum clicks bearing keywords for better results

dding Price- The best keywords at affordable bidding price are chosen.
dentify the low performing keyword for your search ad from the result. What approach/steps would you take
ase the Quality Score of the low-performing
performing Keyword? Mention at least two steps.

ow performing key words are : Things to Eat in Dwarka,, Best Family Restaurant in Dwarka, food
within walking distance and Dwarka Restaurants.
ps to be taken to Increase Quality Score are:

Will check the keywords with the ad, of the clicks and conversion of the Ad are zero or very low,
then that keyword will be either be removed or paused.
Will try to change the match for the keywords –Phrase/Exact/Broad.
Phrase/Exact/Broad.
f keyword has low clicks but decent conversion then that keyword will be moved to another ad
group basis the theme or similarity.
f that low performing keyword is relevant and didn’t perform after moving to another Ad group
then SPC will be increased.
Here you need to share the screenshot of search campaign summary.
Here you need to share the screenshot of your search ad copy.
Here you need to share the screenshots of search campaign result summary. Mention areas that require
vement and areas which fared well. This should cover the important metrics like CTR, Clicks, Impressions, CPC
ou also need to mention bid adjustments for optimising your ads on four parameters:
ces
der & Age
tion
chedule
Here you need to share the screenshot of your display campaign summary.
Here you need to share the screenshot of the display ad which you had created.
Here you need to share the screenshot of display campaign result summary. Mention areas that
re improvement and areas which fared well. This should cover the important metrics like CTR, Click
essions, CPC, etc. You also need to mention bid adjustments for optimising your ads on four
meters:
ces
der & Age
tion
chedule
 You are running an ad campaign to increase awareness for the website and bring in more quality traffic. The
cs to track are Impressions, Clicks, Search Impression Share and Click through Rate (CTR). Now, assuming that
try average CTR for your industry is 2% and yours is lower than that. What are the possible actions that you ca
o improve the CTR? Mention at least two actions.

ons to improve CTR will be as per below.

All keywords will be structured in SIAG (Similar intent) or STAG (Similar theme) and placed in different Ad
groups with dedicated landing pages and ad headlines.
Keywords with good conversions but low clicks will be review for ad group, if that particular keyword is
relevant to another ad group then that keyword will be removed
Landing page has to be more engaging and relevant to the search query.
CPC to be increased for the performing keywords
Page load time to be reduced to reduce bounce rate.
 Identify at least three possible websites where your display ads for your blog should run and also give reason
e same.

) Curlytales – Curlytales is food blog that travels around the world and recommends food
destinations and travel destinations. So it makes it more relevant for a restaurant in a
tourist place to advertise

) Swiggy and Zomato can be another option to display ads on

) Instagram where all the traget audience are reviewing and recommending food joints
and restaurants
Describe your approach to search and display campaign in 250 words or less. Discuss what target audience yo
dentified for your landing page and how you have approached targeting, campaign structure and your ad cop
description must include which blog and location you targeted and the reason for doing so.)

Website is about a Restaurant in Shivrajpur (A blue flag beach in Gujarat) – BLACK THE RESTRO CAFÉ.
e location of the restaurant is right next to the beach so making it very interesting for the tourists and
d enthusiasts, beach lovers a must go. The target audience is Pan India – Male and Females, Travel
husiasts, beach lovers. Since it is a family restaurant age group can be all ages. It is has roof top
ting so it can be suitable for nature lovers as well as far as the demographics are concerned.
mpaign objective was to get more impressions/ website traffic on the page is achieved as we got
und 12.5k impressions.
mpaign Structure – started with 1 Ad group