The campaign aimed to maximize traffic to a poetry website called WORDS SHOWER using Google Search Ads. The budget was 500 rupees. Keywords were chosen related to poetry that had high search volumes but low-medium competition. Steps to improve a low-performing keyword included adding negative keywords, ad extensions, and responsive search ads to increase relevance and clicks. Screenshots showed the search ad copy, campaign results with 0.56% CTR, and potential actions like improving quality score and optimizing headlines/copy to increase CTR above the industry average of 2%.

1. SEM: Live Project
BLOG – WORDS SHOWER
BLOG LINK -https://wordsshower.upgradcampustest.xyz/

2. Q1: Your campaign problem statement and information provided (Budget provided, Campaign objective)
Problem Statement: In Google Ads live project, I've created traffic campaign for “Poetry website or blog called WORDS
SHOWER ", Problem statement was to maximize traffic on brand's website using Google and Search Ads. I've created one
search Ad with targeted keywords to promote the brand.
Budget Provided: 500 Rupees for Search Ad
Ad URL - https://wordsshower.upgradcampustest.xyz/
Objective: Campaign objective is to get a experience with Google Ads and it also help to understand the business
perspective on how to generate traffic on website and as a business we need to get traffic on website.

3. 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.
SL NO. KEYWORDS MATCH
1 POETRY PHRASE
2 LOVE POEMS BROAD
3 FIND POEM BROAD
4 POETRY AND POEM BROAD
5 POETRY POEM PHRASE
6 LOVE POEM BROAD
7 COLLECTION OF POEM BROAD
8 LOVE POEMS IN HINDI BROAD
9 MOTIVATIONAL POEMS BROAD
10 SHORTS POEM BROAD
SL NO. KEYWORDS MATCH
11 POETRY ONLINE PHRASE
12 POETRY EXAMPLE BROAD
13 ENGLISH POEM BROAD
14 ALL POETRY BROAD
15 POEM IN HINDI BROAD
16 POEM ABOUT LIFE BROAD
17 CLASSIC POEMS BROAD
18 POETRY ABOUT FRENDSHIP BROAD
19 POETRY SITE BROAD
20 ENGLISH POEM BROAD

4. REASON
1. Match type : My blog is about the poetry, so I chose phase match and broad match
because It will give more search volume to my keywords.
2. Relevance – with the help of the keyword planner, I chose the keyword which are
relevant to my blog. As my blog is about the poetry most of my keywords are related to
that.
3. Competition - I have mostly chosen low to medium competition, 5-10% I have chosen
high competition, because of less competition keywords would reach larger audience
and high competition keywords can give good amount of results.
4. Search volume – I have chose highest keywords whose search volume is from 1000 –
10000 because it will help to give more search results and visibility.
5. Expected CTR and Estimated clicks - As per instructions, maximum CPC should be
₹ 10/ click

5. Q3: What approach/steps would you take to increase the Quality Score of a low-performing Keyword? Mention at
least two steps.
Steps to be taken to increase the quality score of low-performing keywords are as follows:
1. Negative keywords: By including negative keywords it will help in increasing click through rate by excluding
irrelevant searches from campaign.
2. Ad Extension: By adding ad extension it will give more visibility and helps to get more clicks by using
extension like site links extensions
3. Ad Group: By adding more ad groups will help to have better quality score. It will allow better landing page
for more relevant keywords.
4. Responsive search ad/Expanded Ad Text: It will help to show more relevant message to the audience by
adding multiple headline, long headline and description and then Google will optimize them with their
machine learning algorithms to provide the user with what they are exactly looking for.
5. High quality ads: It will emphasize focus on one product or service so that we can really draw in the type of
crowd that we want. Neat and tidy ads with clear message, USP and call to action and targeted keywords as
part of the copy will have more of an impact which in turn positively affects the quality score.

6. Q4: Here you need to share the screenshot of search campaign summary (including your search ad copy).

10. Q5: Here you need to share the screenshot of search campaign result summary.

13. 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 atleast two actions.
ANSWER
As my CTR is 0.56% which is lower as compare to my industry, so I’ll take the following actions to improve my CTR :
1. Improve the Quality score – higher the quality score higher will be the rank, and people will able to see our ad at
top, so it will help to improve the CTR.
2. Optimize the headline and ad copy: use the best keywords which are relevant to my content and also add
negative keywords so that Google can exclude search terms which is not relevant to my content
3. Having Call to action (CTA) : CTA encourage the audience to take some kind of action.
4. Selection of target audience – selection of relevant audience is necessary because if ad showing to irrelevant
audience who are not interested in our content, they might not be interested in clicking the ad, and which in turn
will reduce the CTR.