DIGITAL MARKETING ASSIGNMENT 1 | SEARCH CAMPAIGN STRATEGY APRIL 25, 2021

Digital
Marketing GROUP 1

Abhinashi Bhatia 20050143004

Search
Akanksha Siwach 20050143011
Campaign Strategy
Arnab Ray 20050143028
Madhav Joshi 20050143054
Mehak Mewawalla 20050143066

BRIEF
1 OBJECTIVE
A kids (age group 5 to 9) activity platform
(focusing on music, yoga, chess & dance)
wants to run a search  campaign to drive
free trials.
02
2 TG 3 LOCATION
Parents age group - 26 to 40 The chosen city for the search campaign:
Parents who are looking for activity- Mumbai
based learning for their kids
Parents who want their children to
learn new skills
Income: 50 K to 80 K per month
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KEYWORDS

Learn yoga online Best activities for kids Kids yoga classes Kids yoga online Apps for kids

Free online yoga classes for kids Power yoga for kids Activities for kids over zoom Live yoga for kids

Top activities Learning activities Best yoga Activities for

Health apps for kids
apps for kids for kids to do classes for kids kids at home

Meditation for
How to keep kids busy in lockdown Fun learning activities for kids
children

Fitness for Free yoga classes How to keep Yoga postures

Physical activity for kids
kids online for kids kids engaged for kids

How can I teach Best activity

Online activities for kids Indoor activities for kids
my child yoga apps for kids

Free online Activity apps

Online yoga classes for kids Learning activities for kids at home
classes for kids for kids
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KEYWORDMATCH
KEYWORDS MATCH TYPE
TYPE

Execution:
Chosen keyword match type: +learn +yoga +kids
Broad match modifier type +Free +activities +kids
+Yoga +free +kids

Why broad match modifier type:

Since our primary objective is to induce free trials for our platform, it is crucial to reach a broad
audience base. There are two types of searchers in this scenario: Active searchers and passive
searchers. Active searchers will use specific keywords and exact phrases to gain information
and to know their options. At the same time, passive users will casually search about the
category and product with less relevant phrases. To cover both the user base and reach a wider
audience, we propose using a broad match modifier type. Broad match modifier type will include
all the search queries that have keywords that we have set; in that way, we target exact
keywords, but phases could be anything, and keywords can be in any order. It gives more control
than a broad match and more freedom than a phrase match.
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KEYWORD MATCH TYPE
BIDDING STRATEGY

Campaign Goals: Sign-ups through Free trials

Call to Action: Lead Generation through Website Form Fills
Bidding Strategy: Manual Cost-Per-Click (CPC) Bidding

We assume that the client has little to no digital footprint as they are fairly new, and are offering free trials. Considering this, we rule out
Google’s Smart Bidding Strategies as they all require historical data - typically, the dashboard needs to reflect 15 conversions in the past
month. This said, our intention is to drive free trials among parents as they search for online activities for their child/children - and thus
our strategy needs to focus on increasing the clicks from our search ads and leading them to our landing page.

Between choosing the ‘Maximise Clicks’ and the ‘Manual CPC’ strategies, it would be wise for us to go with a Manual CPC strategy and
ensure that we target the landing page for form files, within a defined cost - the strategy enables the display ad to function like a billboard
that helps spread awareness of our learning platform, while we will be charged only when truly interested parties click on it - this will
ensure that after being made aware, the platform will efficiently charge us for when interested viewers were motivated enough to click on
the ad. The ad can further be optimised by checking the Enhanced CPC option, and we can exercise more control over the bids. This
strategy will be more optimised towards our goals and objectives as compared to the ‘Maximise Clicks’ strategy that simply gets the
most clicks on the ad.

Further, Manual Bidding would also help set an accurate optimisation cost for the client to chart their future promotions, based on the
actual cost incurred. This strategy will not only derive the present result but will also help the client to forecast budgets for their future
Google Ads Promotions.
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KEYWORD MATCH TYPE
AD-EXTENSIONS

Callout Extensions:
Choose personal trainers · Flexible timings · Free Practice Guide
Justification:
Ad-extensions are used to capture space in SERPs using which
additional information (extra site links, offers, contact details, etc.) is
displayed. This considerably increases the chances of a better Click
Through Rate. In this case, we have used two ad extensions - Site Link
extension and Callout extension.

Sitelink Extensions:
Book your Free Trial
Enjoy free demo classes for 7 days
No Credit card required
Contact Us
Click and fill this form
We will get back to you
Testimonials
Refer to parent reviews
Know their feedback about us
Activity Centre
Fun Learning Activities for Kids
Yoga, Music, Chess & Dance
We have used site-link extensions (as displayed in the screenshot) to
direct the target audience to a specific landing page (in this case, a free
trial booking page). Additionally, we have also mentioned other relevant
links like that of testimonial and contact page.
Using three callout extensions, we have tried to display the added
benefits of our platform, like the flexibility of class timings, the option to
choose personal trainers, and the availability of free practice guides.
With this, we aim to provide the TG with information that can potentially
persuade them to click on our advertisement instead of that of the
competitors.
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KEYWORD MATCH TYPE
AD-COPIES

Ad-copy 1

Web version

Mobile version
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KEYWORD MATCH TYPE
AD-COPIES

Ad-copy 2

Web version (with callout extension)

Web version (with sitelink and callout extension)

DIGITAL MARKETING ASSIGNMENT 1 | SEARCH CAMPAIGN STRATEGY APRIL 25, 2021

Thank Group 1

You!