MICA live project for Search Engine Marketing and Display Ad

1. Module 7
SEM: Live Project
SEM & Display
Name: Nikhil Goyal
Student ID:

2. Q1: Your campaign problem statement and information provided (Budget provided, Campaign objective)
1. Display campaign (Blog - 8 Most Common SEO Myths and Realities You Should Know [2021])
- Objective was Convesrion as well as Consideration (by driving traffic to the web page and getting the user to fill the forms
for showing interest in upgrad course)
- Total budget provided was 1400 INR
2. Search campaign (Blog - How to Create Social Media Campaigns? 6 Steps To Create Successful Campaigns)
- Objective was Convesrion as well as Consideration (by driving traffic to the web page and getting the user to fill the forms
for showing interest in upgrad course)
- Total budget provided was 600 INR

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.
best social media campaigns social media campaign strategy
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Reason behind choosing these keywords;
- To target the audience searching for information about social media campaign and related courses like how to create
the campaign, how to target the audience, how social media campaign is planned, etc
- To get the user fill the forms if they are interested in taking social media marketing/digital marketing course for their
small or medium scale business

4. Q3: What approach/steps would you take to increase the Quality Score of a low-performing Keyword? Mention atleast
two steps.
Steps for low-performing keywords will be as per below;
1. Will check the keyword relevance with the Ad, if the clicks and conversion of the Ad are zero or very low, then that
keyword will be either be removed or paused
2. Will try to change the match for the keyword - Phrase/Exact/Broad
3. If keyword has low clicks but decent conversion then that keyword will be moved to another ad group basis the
theme or similarity
4. If that low-performing keyword is relevant and didn’t perform after moving to another ad group then SPC will be
increased

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

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

7. 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.
best seo learning institute seo marketing programs
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Reason behind choosing these keywords;
- To target the audience searching for search engine optimization techniques and related courses
- To get the user fill the forms if they are interested in taking seo/digital marketing course for their small or medium scale
business or for career in digital marketing

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

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

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

11. 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.
Actions to improve CTR will be as per below;
1. All Keywords will be structured in SIAG (similar intent) or STAG (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 Ad group, if that particular keyword is relevant
to another Ad group then that keyword will be moved
3. Landing page has to be more engaging and relevant to the search query
4. CPC to be increased for that performing keywords

12. 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 trusted and accessed by professionals as well as graduate and post-graduate students, hence Disply ad will
help in getting relevant traffic and interested users to the upgrad website
2. www.naukri.com
- Naukri website is one of the most prominent website with respect to job search and majorily graduates as well as
experienced professionals
3. www.colleagedunia.com
- Collegedunia.com is the top most organic search result for courses/education/digital marketing related search queries,
hence display ad would help in driving the relevant traffic to upgrad web page and consequently forms filling will increase

13. 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.)
1. Display campaign (Blog - 8 Most Common SEO Myths and Realities You Should Know [2021])
- Objective : Convesrion as well as Consideration (by driving traffic to the web page and getting the user to fill the forms
for showing interest in upgrad course)
- Target audience : All Gender, Age group 18 to 44, Education (High school graduate, Bachelor’s degree, Current college
students), In-market audience (SEO wordpress, Search engine optimization, SEO courses online, SEO ranking)
- Structure : Campaign with 1 Ad group initially but post optimization, it was converted into 2 Ad groups and keywords
divided basis SAIG structure
2. Search campaign (Blog - How to Create Social Media Campaigns? 6 Steps To Create Successful Campaigns)
- Objective : Convesrion as well as Consideration (by driving traffic to the web page and getting the user to fill the forms
for showing interest in upgrad course)
- Target audience : No audience selected as Ad will show up to audience searching for related queries
- Structure : Campaign with 1 Ad group initially but post optimization, it was converted into 2 Ad groups and keywords
divided basis STAG structure