Module 7

SEM: Live Project

SEM & Display

Name: Abhijit Sharma

Blog link: http://xplorizm.com/
Q1: Your campaign problem statement and information provided (Budget provided, Campaign objective)

Blog name: Xplorizm

Budget provided: The budget provided for Search ad is Rs. 1200 & for Display ad is Rs. 500.

Campaign Objective: To drive traffic on blog page using the 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. Places to visit from mumbai
2. Places to visit near mumbai
3. Places to visit near pune
4. Getaways near mumbai
5. Best places to visit in mumbai
6. Weekend getaways from mumbai
7. Day trips from pune
8. Getaway places near mumbai
9. Weekend getaways near pune
10.Places near pune for weekend
11.Alibag
12.Alibaug
13.Day trips from mumbai
14.Weekend getaways from pune
15.Getaway places near pune
16.Best places to visit in pune
17.Weekend getaways near mumbai
18.Tourist places near mumbai
19.Kolad
20.Weekend destinations near mumbai
21.Destinations near pune
22.Places near mumbai for weekend
23.Best weekend getaways near mumbai
24.Weekend stay near mumbai
25.Best weekend getaways near pune
26.Day trip near mumbai
27.Alibag tourist places
28.Day trip near Pune
Reason: To Target the audience those who are searching for
weekend getaways from Mumbai and Pune as the blog
niche is related to travel destinations for weekend from
Mumbai and Pune.
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.

The low performing keywords are:

1. Best weekend getaways near Mumbai.

2. Weekend destinations near Mumbai.

Steps to increase the quality score:

1. I will add those keywords in my blog so that it will increase the relevance of those keywords for my blog.

2. I will add those keywords in my ad’s so that it will increase quality score of those keywords.

3. I will change the “Match Type” of those keywords from broad match to phrase match.
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
Area which fared well are: The only thing which fared well in search ad was that it has reached 42.8k
impressions.

Area which need improvement are: The ad got only 153 clicks out 42.8k impression. The search ad heading
and description could be more appealing.

Bid adjustments for optimising the ad are:

•Devices: All device like mobile, tablet and PC.

•Gender & Age: Both Genders and age between 18 to 54 years.

•Location: People who live in Mumbai (+65 km) and Pune (+65 km).

•Ad schedule: From 06:00am to 01:00am.

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
Area which fared well are: The ad has reached 17.3k impressions out which 590 people has clicked on the ad.

Area which need improvement are: The display ad could be more attractive so that more people would have clicked
on the ad.

Bid adjustments for optimising the ad are:

•Devices: All device like mobile, tablet and PC.

•Gender & Age: Both Genders and age between 18 to 65 plus.

•Location: People who live in Mumbai (+65 km) and Pune (+65 km).

•Ad schedule: From 06:00am to 04:00am.

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. I will try to create more attractive ad by adding unique headings and display ad should be more
appealing to the audience so that more people will click on the ad.

2. I will choose more relevant keywords according to my blog niche because adding irrelevant keywords
my ad will show to the people who are not interested in my ad and by choosing the relevant keywords
it will reach to right audience and it will increase the CTR.
Q11:  Identify at least three possible websites where your display ads for your blog should run and also
give reasons for the same.

1. Expedia.co.in: Expedia is one of the most used website for booking holiday package, hotels and
flights, this website will be best option to advertise my blog for the audience searching for hotels
and flight to Mumbai and Pune.

2. Thomascook.in: Thomas Cook (India) is the largest integrated Travel and Travel related Financial
Services Company in the country, this website will right choice for advertising my Travel blog.

3. Tourmyindia.com: Tour My India Blog is the website that offers information about all the exotic and
amazing travel destinations in India.
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: After seeing the campaign result I have identified that people of age between 18 to 54 were
most interested in my ad. As there was no insights available for targeting, the age limit was set from 18 to
64 plus. The ad headings which I mentioned was defining what the blog is all about and the location which
I selected was for Mumbai (+65 km) and Pune (+65 km) because the blog topic was about weekend
destination from Mumbai and Pune.

Display ad: The people of age between 18 to 65 plus clicked on my display ad and same age was set for
targeting age limit due to no insights available. The campaign structure was made to attract the people by
adding beautiful beach image and heading like “Getaways near Mumbai & Pune” so that people who are
viewing the ad will click the ad at least for the sake of information about the nearby getaways. The location
was set same as search ad, Mumbai (+65 km) and Pune (+65 km) because these audience will be more
interested to click on my ad.