Module 7

SEM: Live Project

SEM & Display

Name: TUSHAR NEGI

Blog link:
https://ads.google.com/aw/overview
Q1: Your campaign problem statement and information provided (Budget provided, Campaign objective)

SEM PROJECT –Display and search ad

• Search ad –budget provided -1200
campaign objective –website traffic
• Display ad –budget provided -500
campaign objective –website traffic
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.
List of keywords used in search campaign
women online shopping
trendy clothing stores
buy dresses online
online clothes shopping
online shopping
dresses online
ethnic wear
kurti for women
cheap womens clothing
I used these keyword because my ad is about online shopping of women so these keyword match with
them
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.

Low performing keyword for search ad – ethnic wear ,kurti for women ,cheap women clothing
Steps to increase quality score –
1-Try using the Quality Score filter to see which keywords have a low Quality Score. ...
2-Filter your keywords by clickthrough rate (CTR) to see which keywords get you a lot of impressions, but few clicks. .
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 optimising your ads on four parameters:
•Devices-all devices
•Gender & Age –both age 18 to 65
•Location –Delhi ,Uttarakhand
•Ad schedule –full day

Improvement –
Ad schedule should be 12 am to 2 pm
Device –mobile phones
Age -18 to 34
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 optimising your ads on four
parameters:
•Devices –all device
•Gender & Age male and female age 18 to 45
•Location –India
•Ad schedule-full 5 days

•Require improvement
Device should be mobile phones
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.

1) Optimize your headline and copy:

Use one or two focus keyword(s) in your headline and copy. Appeal to your audience’s emotions and needs:
solve a problem for them.

2) Include CTAs
Write a direct and compelling call to action. Your CTA should be inviting and prompt your audience to click.
Q11:  Identify at least three possible websites where your display ads for your blog should run and also give reasons
for the same.

Three website where I want to run my display ad –

1-snappyshopping.com
2-indianonlineseller.com
3-myntra.com
My display ad is all about the online shopping product of clothes so these website fits for my display ad where I can
find right audience for my landing page
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 search campaign we have target the male and female age 18 to 45 target the location of audience Uttarakhand and
Delhi for our landing page because its near the locality of our online store so we easily deliver products to them .we
approach by giving offer and discounts to them and give quality products by which they see our ad clicks on it and go on
the landing page .
For display campaign we have target the male and female age 18 to 45 target the location india for our landing page
because so people get aware of our brand and buy cheap stuff and good quality product from us .for display ad I have
chosen the 1-snappyshopping.com
2-indianonlineseller.com
3-mrstore.in
I have target these website because its related to our blog where customer meet its requirement .