Module 7

SEM: Live Project

SEM & Display

Name: Sangeeta Shetty

Blog link: www.travelwithsara.co.in
1. Q1: Your campaign problem statement and information provided (Budget provided, Campaign objective)

2. Problem statement –how to run google ad

3. Budget provided –Rs.1700 (Rs. 500 for search ad and 1200 for display ad.)
4. Campaign objective –to run successful google ad campaign, to learn how to create search ad and display
ad.
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.

1. Travel to India
2. Hill Resort
3. Mountain Resort
4. Luxury Resort
5. Budget rooms
6. Holiday Package
7. Resort with swimming pool
8. Villas
9. Spa
10. Hill Resort with Gym
11. Resort with Petting
12. Children Friendly resort

13. Reason behind using these keywork was it was related travel so I use keyword suggestions and add
preference like traveling all over India.
1. 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.

These two keyword only got 1 or 2 impression so we can improve it by,

2. Modifying the keyword, try and error keywords we should put keywords in easy language.
3. We can improve it by including more relevant keywords by using suggestions, also we can apply low
CTR to that and high CTR to high performing keyword.
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
•Gender & Age
•Location
•Ad schedule
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
•Gender & Age
•Location
•Ad schedule
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. Try to create more appealing ad, display of the ad should be attractive and appealing to viewers. (like
use logo and images) create more than 1 ad.
2. 2)Improve ad group and bidding strategy but utilizing keywords. By the experience of my ad I have
realized that more keywords will not give more clicks and impressions, appropriate keyword will give
you more clicks.
Q11:  Identify at least three possible websites where your display ads for your blog should run and also give reasons
for the same.

1.www.travelwithsara.in

2.https://www.coursera.org/?ranMID=40328&ranEAID=je6NUbpObpQ&ranSiteID=je6NUbpObpQ-
N4hZQUoewpVWZ1EFcagypw&siteID=je6NUbpObpQ-
N4hZQUoewpVWZ1EFcagypw&utm_content=10&utm_medium=partners&utm_source=linkshare&utm_campaign=je6
NUbpObpQ
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.)

Search ad: setting up search ad was comparatively easy than Display ad but setting up keyword was a
difficult task. I put around 20 keywords in search ads but it did not give me good results as all were not
appropriate and biding of all words were same so it gave me CPC Rs. 8 that was not good. I put callout
extension.

Display ad: as I made mistake in search ad I redefined my keywords and I put appropriate and less no. of
keywords so that biding price of each utilize well.