Run Live campaign on Google Search & Google Display Ads for 5 days to drive traffic to the website

1. Search Engine
Marketing
Live Project
Google
Search & Display
Ads
Akansha Agarwal

2. Q1: Your campaign problem statement and information provided (Budget provided, Campaign objective)
Campaign Problem statement : Run 2 Campaign for 5 days to drive traffic to our
blog.
1. Search Ad Campaign
2. Display Ad Campaign
Campaign Objective: The objective is to drive traffic to our own blog. Blog Link:
https://whyunfit.com/
Budget Provided : Total budget was provided ₹1700. It is further divided as
following.
1. Search Ad- We have to create two ads under on ad group for the budget of ₹ 500.
2.Display Ad- Create one display ad for the budget of ₹ 1200.

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.
S.NO KEYWORDS MATCH TYPE
1 Exercise Phrase Match
2 Workout Phrase Match
3 Weight loss Phrase Match
4 Diet plan for weight
loss
Broad Match
5 Healthy diet Phrase Match
6 Weight loss diet plan Phrase Match
7 abs Broad Match
8 Low carb diet Broad Match
9 Belly fat loss Broad Match
10 Lower abs exercise Phrase Match
S.NO KEYWORDS MATCH TYPE
11 Lose 10kg Broad Match
12 Gym workout Phrase Match
13 Cardio workout Phrase Match
14 Weight loss exercise Phrase Match
15 Home workout Phrase Match
16 Indian Diet Phrase Match
17 Fast weight loss Phrase Match
18 Belly fat exercise Phrase Match
19 Body workout Phrase Match
20 Protein rich food Phrase Match

4. As per the instructions given, I have used 20 keywords for the search campaign from the keyword Planner.
Reason behind choosing these keywords:
1. Relevance: With the help of keyword planner, I choose the keyword which are relevant to my blog. As
my blog is related to fitness, most of my keywords are related to it.
2. Average Search Volume: I mainly select those keywords that has high to medium search volume as it
gives more search results and visiblity.
3. Competition: I used more low to medium competitive keywords. But 10-15% of the keywords are of high
volume. Because the keywords with low to medium as it will give less competition to my keywords and
high competitive keywords may bid higher but can give good amount of results.
4. Match type: I have select 80% Phrase match and 20% Broad match as it will give more search volume to
my keywords.
5. Estimated clicks and Expected CTR : Also looked on the estimated clicks and expected CTR as per
instructions maximum CPC bid should be ₹10 per click.

5. Q3: What approach/steps would you take to increase the Quality Score of a low-performing Keyword? Mention atleast 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 Group : By adding more ad groups will help to have better quality score. It will allow better landing page
for more relevant keywords.
3. Ad Extension: By adding ad extension it will give more visibility and helps to get more clicks by using
extension like sitelinks extensions.
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 you 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).

8. Ad-1st

9. Ad -2nd

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

13. Q6: Here you need to list out the keywords which you have used in the display campaign. You need to justify the
reason behind choosing these keywords.
Keywords Used:
1. Workout
2. Exercise
3. Weight Loss
4. Diet Plan
5. Home Workouts
6. Indian Diet
Reason to choose these keywords:
As per the instructions mentioned, We have to use some keywords in the display ad-
1. Relevance: Using Google keyword planner to list out the keywords for my display campaign. I choose
those keywords which are related to my blog and has relevancy about the blog.
2. The keywords selected had a relatively high search volume and corresponsing low to medium
competition.

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

17. Q8: Here you need to share the screenshot of display campaign result summary

20. Q9: Here you need to share the screenshot of the display ad which you had created.

23. 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.
1. Improving Quality Score: It is increases on the basis of our ad relevance and quality of our ad copy.
For which we should have a ad copy which takes users to a relevant landing page. Ad copy should
be relevant according to the user’s query. If the finds the ad irrelevant they will simply not click on
the ad displayed to them. The ad should be creative and attractive.
2. Use best ad Extensions :One should add sitelinks, call to action, promotional extension to get an
edge over competitors. Giving your audience an idea of the pricing by using price extension, the
user will directly get to know whether it is in their Budget or not. Adding call to action gives the user
an instant way to contact the seller to get their query solved. So by using Extensions in your ad
copy will get you more CTR.
3. Test different ad types. Responsive ad texts allows us to create an ad that adapts to show more text and
relevant messages to the audience we are targeting for. This will help us to create better quality ad and
hence it will also increase the CTR

24. Q11: Identify at least three possible websites where your display ads for your blog should run and also give reasons for the
same.
1. YouTube: As YouTube is the google partner and the most streaming site. So, adding ads on YouTube can give more
credibility for the advertiser as well it will allow the Ad to be visible to people who are browsing on the page for the
Fitness and exercise/workout Videos Online.
2. Mobile Apps: Help in more results with Mobile devices, apps. It would be a great placement. Apps like Google Fit,
Curefit can give more edge to the campaign and can give great results.
3. Other Website:
https://www.eatingfit.in/
https://instafitness.in/
https://www.healthifyme.com/
These type of Websites can give more relevant results as my blog is all about the fitness and Indian diet plans. It will
target the right audience at the right platform. It may results in high search volume and clicks.

25. 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 were assigned.)
As per the instructions we have to drive traffic to our own blogs.
For both Search and Display Ads:
1.Blog Chosen: https://whyunfit.com/
2.Targeted Audience: Targeted those audience who are mainly interested in fitness and healthy eating as my blog is for
fitness.
Search ad: Targeted by only keywords not chosen any audience as not recommended.
Display Ad:
• Affinity Audience:
1. Lifestyles and Hobbies
2. Sports and Fitness
3. Beauty and wellness
• Custom Intent audience
1. Women Fitness
2. Exercises
3. Fitness
4. Health & Fitness
3.Location Targeting: For both display and serachI have Targeted India, As my blog includes the Indian diet Plans.
4. Landing Page: https://whyunfit.com/
Landing page is same as the blog chosen for both search and display ads. I have not chosen any particular blog post as it can
limit my audience and the keywords.

26. 5.Ad Structure: As per guidelines shared by upGrad:
Search Ads
o AD Groups: 1
o No. Of Ads: 2
o Daily budget: 100 INR (Total Budget- Rs500)
o Max CPC :10 INR
o Bid Strategy: Manual CPC
Display Ads
o AD Groups: 1
o No. Of Ads: 2
o Daily budget – 240INR (Total Budget- Rs 1200)
o Max CPC – 50 INR
o Bid Strategy: Manual CPC
6. Ad Copy:
Search Ad-
1st Ad:
Headline1: Why UNFIT- Get Fit Together
Headline 2: Weight Loss Diet Plans
Headline 3: Exercise to stay Fit

27. Description1: Be fit with healthy diet plan and best home workout. Tips for healthy lifestyle.
Description2: Diet Plans to lose belly fat. Burn Calories and lose weight with best workout Plans.
CTA: Learn More
2nd Ad
Headline1: Why UNFIT- Get Fit Together
Headline 2: Home Workout
Headline3: Healthy Diet Plans
Description1: BE fit with healthy diet plan and best home workouts.
Description2: Lose weight fast by doing workout and your place with Indian Diet Plans.
CTA: Learn More
Display Ad
Headline 1: why to stay unfit
Headline 2: Get fit together
Headline3: Fit body leads to healthy mind
Headline4: Fit for better tomorrow
Headline5 : Start your fitness Journey
Long Headline: Tips for weight loss and simple exercise you can do anywhere
Description1: Begin your journey with simple diet plans
Description2: Fitness should not be limited between exercise and diet plans. It is much bigger.
Description3: Tips to lose weight and exercise you can do at home
CTA: Learn More