SEM/Display Project includes: 1)Setting up targeted campaigns i)Identified more than 10 keywords that are relevant to the landing page. 2)Creating Ad creatives i)Ad copy consists of a headline, description, and call to action. The Ad content is clear and relevant to the landing page used and meets the overall objective. ii)Relevant ad image is used 3)Assessing campaign results i)Bid adjustments for all four areas with proper reasoning are mentioned 4)Optimisation i)Understands the usage of optimization strategies. * Campaign Problem Statement: Run two types of campaigns Search and Display on Google Adwords to drive traffic to my blog. * Campaign Objective – To get quality traffic on my blog.

1. Module 7
SEM: Live Project
SEM & Display
Name: Chinmaye Arora
Blog link:http://myblogshub.in/

2. Q1: Your campaign problem statement and information provided (Budget
provided, Campaign objective)
• Campaign Problem Statement: Run two types of campaigns Search and Display on Google
Adwords to drive traffic to my blog.
• Budget Provided: Search campaign – Rs 500( including tax)
Display campaign – Rs 1200(including tax)
• Campaign Objective – To get quality traffic on my blog.
• Blog - My Blogs Hub
• Blog’s Link - link:http://myblogshub.in

4. 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.
A screenshot with keywords and match type is shared in the previous slide
1. Relevance: I choose 33 keywords with the help of a keyword planner and semrush. I
found these keywords relevant to my blog. My blog is based on animation and these
keywords are related to animation.
2. Search Volume: I choose these keywords after seeing the search volume of each
keyword.
3. Expected clicks: I choose these keywords after seeing the expected clicks. It means
how many clicks I can get in a day if I choose these keywords.
4. I did not include keywords whose bidding price is higher since our budget is less. So
according to instructions default bid is 5.

5. 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 Keywords: [Stop Motion], Best type of Animation, 2d animation software, "Animation
Software“, "types of animation“, "Video Marketing Strategy“, animated learning videos, [White Board
Animation Video], learn online animation, "best website to learn animation" .
• Steps I would take to increase the Quality Score of the low-performing keyword:
1. Will check the keyword relevance with Ad, if the clicks and conversion of the Ad for this keyword is Zero or very low,
then that keyword will be either removed or paused.
2. Will try to change the match type of the keyword- Phase/Exact/Broad.
3. Add negative keywords from irrelevant keywords in search terms to reduce cost and increase performance.
4. Try to increase the bid for the keyword so the Ad can be shown for this keyword so I get a quality score for a
keyword and if the quality score is less it will try to increase it.
5. Try to increase the budget of the campaign as the budget for the campaign is quite low most of the time Google tries
to optimize the campaign in a 5-day duration because the budget was low.

6. Q4: Here you need to share the screenshot of search campaign summary.

8. Q5: Here you need to share the screenshot of your search ad copy.

10. 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 optimizing your ads on four
parameters:
•Devices
•Gender & Age
•Location
•Ad schedule
Screenshots for the search campaign result summary are shared in the next slide.
• Bid adjustments for optimizing ads on the following four parameters:
i. Devices- I will increase my bid for mobile devices and reduce my bid for tablet devices as most of
my clicks are coming from mobile whereas from tablet I am getting low clicks.
ii. Gender & Age- I will not change my bids for Gender as I am getting clicks from both genders and
for Age, I would reduce bids for 55+ as they are not giving enough results.
iii. Location: No change since my topic is animation it is not location specific.
iv. Ad Schedule: I will reduce the bid for 1-5 am and 3-5 pm as I am getting the least impression in
that period.

12. According to guidelines I have set 120/day budget and at end of 5 days, only able to spend Rs597 for search
campaign with CTR of 0.5%.

13. Q7: Here you need to share the screenshot of your display campaign
summary.

15. Q8: Here you need to share the screenshot of the display ad which you had
created.

17. 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 optimizing your ads on four
parameters:
•Devices
•Gender & Age
•Location
•Ad schedule
Screenshots for the display campaign result summary are shared in the next slide.
• Bid adjustments for optimizing ads on the following four parameters:
i. Devices- I will increase my bid for mobile devices and reduce my bid for tablet devices
and desktop devices as most of my clicks are coming from mobile.
ii. Gender & Age- I will not change my bids for Gender as I am getting clicks from both
genders and for Age, I would reduce bids for 55+ as they are not giving enough results.
iii. Location: No change since my topic is animation it is not location specific.
iv. Ad Schedule: I will reduce the bid for 1-5 am and 3-5 pm as I am getting the least
impression in that period.

19. According to guidelines I have set 50/day budget and at end of 5 days, only able to spend Rs266 for display
campaign with CTR of 2.85%.

20. 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.
• Actions to improve CTR will be as per below:
1. All keywords will be structured with similar intent or similar theme and placed in different Ad groups
with dedicated landing pages and ad headlines.
2. Keywords with good conversions but low clicks will be reviewed for the Ad group, if that particular
keyword is relevant to another Ad group then the keyword will be moved.
3. The landing page has to be more engaging and relevant to the search query.
4. CPC bids need to increase for good-performing keywords.
5. Need to use negative keywords from irrelevant keywords in search terms to reduce cost and
increase performance.

21. Q11: Identify at least three possible websites where your display ads for
your blog should run and also give reasons for the same.
• Websites on which Display Ad should run:
1. www.linkedin.com:-Linkedin is the best platform for B2B business and in my case topic is related to
animation so it is best for running Display Ads.
2. www.youtube.com:- YouTube is the best platform for videos in my case animation is best shared
through gifs and videos. And Google ads results are also showing that I am getting more clicks
through YouTube.
3. www.instagram.com:- Instagram is nowadays rising as one of the best platforms for creativity and
Artists and almost all animation studios like to directly connect through Instagram. It is one of the
best places to show Display Ads.

22. 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.)
The blog that I have chosen for assignment is http://myblogshub.in/
1. Search Campaign
• Objective: To drive traffic to my blog through search ads.
• Target Audience: All Gender, Age group 18 to 54, Education(College graduate, Bachelor’s degree),
Affinity(animation, illustration), In- market audience (Animation Services, Animation Software, Video
Software), Location(India).
• Structure:
i. Ad group-1
ii. No. of Ads-1
iii. Daily budget-120/day
iv. Max CPC-5

23. v. Bid Strategy-Max Clicks
• Ad copy:
Search Ad- Headlines, Description, final Url.
2. Display Campaign
• Objective: To drive traffic to my blog through display ads.
• Target Audience: No audience is selected as the Ad will show up to the audience searching for
related queries.
• Structure:
i. Ad group-1
ii. No. of Ads-1
iii. Daily budget-50/day
iv. Max CPC-5
v. Bid Strategy-Max Clicks
• Ad copy:
Display Ad- Long headlines, Descriptions, Single Image, Website's logo, Business name, CTA-
Automatic, final Url.