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Digital Marketing and E-Commerce: Individual Assignment On

The document discusses setting up a Google AdWords search advertising campaign. It recommends: 1) Creating search ad campaigns to display ads in Google search results, as 93% of online experiences begin with search. 2) Selecting search network advertising to design a low-cost campaign that increases website traffic. 3) Choosing relevant keywords with high search volumes, medium competition, and low bid prices to efficiently generate traffic. 4) Setting a maximum cost-per-click of 40% of estimated profit per sale to ensure the campaign remains profitable.

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Puneet Singh Dhani
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131 views14 pages

Digital Marketing and E-Commerce: Individual Assignment On

The document discusses setting up a Google AdWords search advertising campaign. It recommends: 1) Creating search ad campaigns to display ads in Google search results, as 93% of online experiences begin with search. 2) Selecting search network advertising to design a low-cost campaign that increases website traffic. 3) Choosing relevant keywords with high search volumes, medium competition, and low bid prices to efficiently generate traffic. 4) Setting a maximum cost-per-click of 40% of estimated profit per sale to ensure the campaign remains profitable.

Uploaded by

Puneet Singh Dhani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Digital Marketing and E-Commerce

Individual Assignment
On
“Assignment – Search Advertising”

(TERM-IV; Batch 2019-21)

Submitted by:

Puneet Singh Dhani- PGFA1939


Google Ad Campaign
An AdWords campaign is an ad campaign within an AdWords account.
An AdWords campaign is usually composed of several ad groups.
Each ad group serves different ad texts based on the type of keyword a user
may type into Google's search engine.

A campaign allows you to promote your products or services on Google’s vast


network of search results, websites, videos, mobile apps, maps, shopping
listings, and more.

You'll choose a campaign type based on your marketing goals, brand strategy,
and how much time you’re able to invest. Each campaign type has its own set of
targeting and ads.

Campaign Goal/Planning
Selecting Campaign Type

Search Ad Campaign : Google Search Campaigns allow for you to display advertisements
in the search listings of a Google Search, its a display ad in search results. This is useful when
you consider that 93% of online experiences begin with a search engine.-
Search ad campaign was selected because my web page is highly dependent on searches of
Best TV streaming Device 2020. Since it is a review based website, search campaign will be
the best amongst all. The main aim behind our campaign is to attract maximum traffic to our
site.
Search Network : Search engine advertising is a type of paid advertising, also
known as PPC, that gets your business found on search engine result pages
(SERPs). This type of advertising is a great way to monopolize on your target
audience through search engines like Google that allow potential customers to
find your products and services.

Search advertising is like having quick answers to quick problems or questions


online.

Since the budget for launching the campaign is low, Search Network is best for
designing campaign at low cost and increase the traffic of website.

Campaign Structure
Audience: Selecting the right audience is very much important before
launching a campaign as it will help to target our specific segment which will
help to attract more organic traffic and increase the ROI of campaign.

DEMOGRAPHICS

The demographic segment for my product will be from 17-64 which includes
both male and female who are health conscious

Keyword Research
Keyword Selection:
Keyword selection is crucial to SEO. They are part of a retrieval system that
influences how search engines index and rank. In fact, a search engine's entire
existence is based on the principle of trust, so it needs keywords to create a
properly curated results page.
*

Keyword with High Average monthly searches, High competition, and low prices amongst
the all were selected to use the budget efficiently. This will help in generating more traffic
with using specific keywords related to our webpage.

Keywords Selected
Search Ad
Budget
If the web page makes 100 profit on each package, the Rs. 100 will be your
profit per sale.

Since the total budget allocated to the group was 500, which makes 100 per
person for designing ads, I took bid prize at Rs. 10 which is 10 % of total profit.

Conversion rate is the percentage of people who order when they arrive
on webpage. Since the advertising on Google costs money, they get a cut as
well.

In case google commission is 40 %, then

Max. CPC = your profit x commission for Google x your conversion rate

In this case, that would be Rs. 100 x 0.4 x 1% = Rs. 0.4

I can spend 0.4 per click on Google AdWords and still make Rs. 60 per sale.
Landing Page
 The Landing page must be simple In Design. Loading time must not be
high due to lot of advertisement and animations.
 The headline must be powerful as it is the first thing the viewer see.
 Use bullet points, pictures and other visual elements.
 Simple design, clear headline, straightforward instructions
Campaign Performance Evaluation
 The simplest form of measurement for tracking the performance of an AdWords
campaign is using the traffic-based metrics that are available in the standard
campaign dashboard. 

 Click-through rate (CTR) :Click-through rate is one of the easiest metrics to


measure and one that a lot of advertisers place a great deal of importance
on. 
 Quality score : Google’s quality score is used to determine how relevant a
keyword, advert and landing page are to a user’s search query.
 Clicks :Clicks are the easiest metric to see how much traffic keywords in your
campaigns are generating. You’ll be able to see which are your most popular
keywords, and how many times people click through to your website using
them.
 Cost per conversion: Your cost per conversion is an important metric to
measure in that it tells you how much each of your conversions is costing your
business.
AB Testing
A/B testing is a fantastic method for figuring out the best online
promotional and marketing strategies for your business. It can be used
to test everything from website copy to sales emails to search ads. And
the advantages A/B testing provide are enough to offset the additional
time it takes.

With the help of AB testing, we can test :

 the headline
 your call to action
 any graphic you use in direct correlation to your sales efforts
 the sales copy or product descriptions.

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