Digital Marketing

(Paid Marketing – Week 3)

Class Norms
✔ It is assumed that you have watched all the videos before the session.

✔ Concepts are covered in the videos while Applications will be covered in the Live Virtual Class

✔ Please use the chatbox to ask questions. Every effort shall be made to address all the queries

within the scope of the session in the allotted time.

✔ If any query remains unanswered, we encourage you to raise a support request on Olympus.

✔ The session is being recorded and the link to the same will be shared via email.

✔ Let’s respect each other’s time by being on time.

Agenda

Google Ads
• How to read the reports in Google Ads
• How to optimize the campaign in Google Ads
Running Campaigns
• Shopping Ads
• Display Ads
• Video Ads
• App installs
• Remarketing
How to read reports in Google Ads?
❑ We will analyze the campaign that went live in week 2 with a focus on various metrics.

❑ Live Demo on how to optimize the campaign (CTRs, Keywords, changing your bids, search terms,
negative keywords, demo, location, ad schedule)

Website: https://careers-of-future.com/
Different kinds of Google Ads
Shopping Ads (Google Merchant Center)
App Install Ads
Display Ads
Video Ads
Remarketing Ads
Shopping Ads – Case Study
Indian Cosmetics Brand Live Demo with the class

Goal: ▪ An online retailer selling brand-name beauty

• Gain more exposure in the online retail space
• Reach more TG
Approach:
• Upgraded to Shopping Ads
• Created product groups
• Analyzed SKU-level performance
Results:
• Lowered CPA and maintained a steady CPC
• Increased conversions 37%
• Tripled ROI, which continues to improve
products.
▪ Two-thirds of first-time customers return to
make additional purchases. To reach and serve
these target customers, the online retailer
switched to Shopping campaigns in Google
AdWords
▪ “With new Shopping campaigns, we were able
to easily subdivide the product groups by
brand and give different bids to them. It was
simple to set up a campaign exactly how we
wanted it”
App Install Ads – Case Study
Indian Bank Live Demo with the class

Goal:
▪ Raise awareness about the banking app among consumers and non-consumers
▪ Target app install at INR 70 per install (CPI)

Approach:
▪ Ran mobile app install campaigns across search and display

▪ This bank seized the opportunity to Results:

run a single campaign across Google • Delivered 50,000 app downloads within a week
Search, Google Play, Admob, and • Maintained CPI 25% lower than the target
YouTube to further increase its • Gained 100 positions to reach 10th in Google Play
campaign’s effectiveness. Store
Display Ads – Case Study
Baby products company based out of India Live Demo with the class

Goal: • It turned to in-market audiences targeting

• Reach ready-to-buy moms & dads at a greater scale
• Drive sign-ups for free trials
• Find top-quality leads at a competitive price
Approach:
• Ran Google ads with in-market audiences
• Targeted popular high-volume sites
Results:
• 30% increase in conversions over other campaigns
• Higher rate of purchases than keyword contextual
targeting
• Thousands of new free trials and sign-ups
on Google AdWords.
• In-market audiences let advertisers reach
people who are ready to buy right across
the more than 2 million sites in the Google
Display Network.
• That means advertisers can reach many
more people in that critical ready-to-buy
window as they look at prices, shop for
deals or browse the web.
Video Ads – Case Study
An airline company Live Demo with the class

Goal:
• Find new ways to inspire these undecided travelers to book.
Approach:
• Drive greater conversions by testing more personalized and engaging media. To achieve that, the
team created a 15-second video featuring people on vacation in breathtaking places — sandy
beaches, bustling markets, Alpine wonderlands — rewinding back to the one step they all took to get
there. Booking a flight.

Results:
• 52% of conversions attributed to YouTube were click-through conversions directly from the ad

Campaign Link:
https://www.youtube.com/watch?v=4tidNCul0m4&t=14s
Remarketing Ads – Case Study
A bicycle company from North India Live Demo with the class

Goal:
• Increase the sales of the bicycles through the online website

Target Audience:
• People who visited the website in the past 14 days
• A subset of the above group—those that added a product to their cart in the past 14 days
• Ad emphasized free shipping & aesthetic appeal

Results:
• ROAS of 1500% (INR 15/- revenue generated for every INR 1/- that was spent)
DIY activity
Form groups and each group can create one campaign.

Campaign

Ad group

Text Ad

Keywords
Any Questions?
Happy Learning!