1. 1
Indian StartUps: Nurturing, Nourishing, & Empowering Entrepreneurs
Executive Summary
Campaign Overview: Indian StartUps is a startup company that brings together entrepreneurs,
investors, and partners throughout India and across the world. Its objective is to help nurture,
nourish, and empower new and upcoming startups. The AdWords campaign for Indian Startups
began on April 6th
and ended on April 18th
. Over this 12 day period, we were within our $250
budget, and ending up spending $239.98. Our primary goal was to build and promote brand
awareness for Indian StartUps. To achieve this, we: utilized both the Google Search and Display
networks, set targeted locations, set the bid strategy to maximize clicks, added sitelink extensions,
and focused our attention on the KPIs of click-through-rates and impressions. We divided our ad
groups up into two major sections. First, ads targeted at entrepreneurs and second, ads targeted
towards investors.
Key Results: The campaign metrics both surprised and surpassed our own expectations. Like
mentioned before, we focused our attention on clicks, impressions, and the click-through-rate. We
were very happy to report an average click-through-rate of .88%. Total clicks at 880 and total
impressions at 100,356.
Conclusion: The campaign was a success in terms of both metrics, insight, and group
cohesiveness. We learned that regularly checking our account and following closely to changes
allowed us to make on-the-fly changes. We were able to use reports and analytics to make
adjustments throughout the three campaigns.
Future Online Marketing Recommendations: The success of our AdWords campaign has led
us to several key future recommendations. First, contrary to our initial belief, display network
made up for 92.1% of our ad network and the rest 7.9% being the Search network. Definitely focus
on the display network in the future. Second, focus more on the ‘Investors’, ‘Small startups’,
‘Ideas to business’ keywords to gain more impressions. Third, focus and target Indian Startup
services in Bangalore, India and San Diego, USA. Lastly, target the ads towards entrepreneurial
activities.

2. 2
Industry Component
Campaign Overview: Our 12-day campaign, from April 6th
- 18th
, focused mainly on building
brand awareness. To measure this, two major KPIs we wanted to focus on were impressions and
click-through-rates. Also, we wanted to help investors and entrepreneurs find our website and get
the Indian StartUps name out where branches are starting to grow both stateside and abroad. To
do so, we set targeted locations to Bengaluru, India; San Diego, California; and the Dallas-Fort
Worth metroplex. To garner the most attention to our company, we employed both the Google
Search and Display networks. We figured even if users weren’t necessarily searching directly for
startup help, our ads could grab their attention nonetheless. We utilized a maximize clicks strategy
to get as many click possible within our strict budget of $250. We took advantage of Google’s
Keyword Planner, to automatically suggest high-performing keywords based on our company’s
website content. Lastly, we added sitelink extensions for Indian Startups Events, Directory, and
Community pages, to: assist visitors navigating our site, provide further information, and increase
our chances of showing up on other relevant searches. There were some major differences between
the above strategy and our initial, planned strategy. For example, we originally were only going to
use the Search network to really focus on relevant users searching for a startup-type firm. Also,
we wanted to add social extensions, but decided against it as Indian Startups does not currently
have a Google+ page. Finally, we had originally planned for a 3-week campaign where our
campaigns would each last 1 week with 20%, 40%, and 40% of the budget allotted to them
respectively, but time constraints and scheduling issues caused major changes. We decided to
distribute our budget evenly across the 12-day period with each day receiving $20. Each campaign
lasted 4 days and ad scheduling was set to “all the time” to get the most out of our limited time.
Below is a screenshot from our Google AdWords account:
Figure 1: All Campaigns, Allotted Budget, Settings, and Metrics

3. 3
Evolution of Campaign Strategy: The AdWords campaign started with a broad focus and
narrowed in scope over time to promote specific aspects of the business. The first campaign was
appropriately titled ‘Brand Awareness’ and aimed to increase public awareness and knowledge of
Indian Startups. The initiative also served as the foundation for subsequent campaigns. For the
first campaign, keywords were mostly curated from Google AdWords suggestions coupled with
original entries. Due to the general nature of the first campaign, the ad group was simply titled
‘Indian Startups’ to reflect the wide-ranging emphasis of the campaign.
Campaign 2 shifted its intent by splitting into two ad groups and adopting a more micro
approach. The ad groups, ‘Brand Awareness’ and ‘Investors,’ consisted of a mix of keywords from
the first campaign, new keywords from our implementation team, and AdWords suggestions. The
ads from the second campaign mimicked the first campaign’s strategy of including Indian Startups’
motto, ‘Nature. Nurture. Empower.’ However, the second campaign changed the rest of the ad text
and ad taglines while reducing the number of ads from three to two. Whereas the first campaign
used sweeping language such as ‘Have a business Idea,’ Campaign 2 displayed specific ads such
as ‘Invest in a Business’ and ‘Need business investors.’ The second campaign attempted to not
only target specific business groups, either investors or entrepreneurs, but also aimed to reach them
when they would have the greatest appetite for Indian StartUps’ services.
The third campaign, titled ‘Final Campaign’ selected the best ads and keywords from the
first two campaigns while adding minimal original content. It also continued to narrow the scope
of Indian Startups’ AdWords initiative by using ad groups of ‘Investors’ and ‘Entrepreneurs.’ The
third campaign selected the best two ads from the earlier campaigns while adding two new ads,
with Entrepreneurs serving as the focal point. Keywords were chosen exclusively from past
keywords. The selection process relied primarily on the keywords’ CTR during earlier campaigns,
with the number of impressions serving as a secondary factor. The CTR cutoff point was 3%
performance during earlier campaigns. The final campaign served as the bookend for Indian
Startups’ AdWords plan and adopted a targeted approach.
Overall performance of the AdWords initiative improved during each campaign. Ad Group
diversity and categorization also improved throughout the process. The below graph shows how
the clicks per day developed over time, which each respective peak signifying the high point for
the first, second, and third campaign.

4. 4
Figure 2: Clicks per day, 4/6-4/18
The first campaign, Brand Awareness, generated 251 clicks with a 1.01% CTR. However,
when removed ads are excluded, the first campaign’s CTR rises to 3.2%. The first campaign stayed
within budgeted total expenditures by spending $80.84. The average position for the Brand
Awareness campaign’s ads was only 1.5.
The second campaign improved average position to 1.3 while generating an equivalent
number of clicks, 251, with spending reduced to $72.81. These improvements were marred by a
significant CTR reduction from 1.01% to 0.58%. That was likely due to serving up an ad with only
0.43% CTR 85% of the time. In contrast, the campaign’s other ad had a 1.5% click-through-rate
but was only served 14% of the time. At an ad group level, the investors’ ad group performed
significantly better than the brand awareness ad group. While campaign 2 had already narrowed
the scope from the first campaign, this difference signaled that our final campaign would have to
further focus on specific market groups. Campaign 2’s keyword performance was much worse
than the other campaigns, likely due to serving a poorly performing ad 85% of the time. Consider
the best performing keywords below:
Figure 3: Highest Performing Keywords

5. 5
Every keyword which had a greater than 3% click through rate and 10 clicks or more was
part of the brand awareness campaign or the final campaign which specifically targeted
entrepreneurs and investors.
The final campaign compiled the best ads from the first two campaigns while incorporating
keywords that had a CTR higher than 3% from earlier campaigns. This strategy led to a campaign
CTR of 1.16% and total clicks of 378, both of which served as highs for Indian Startups’ AdWords
deployment. The campaign’s click success was also due in part to a raised budget, as the final
campaign spent $86.33. Two new ads were added to target entrepreneurs specifically, in light of
the struggles of campaign 2’s brand awareness aspect. The two new ads were a relative success,
with the highest clickthrough rates of any of the ads at 2.2% and 1.87%.
The two top performing ads
Conclusion: As mentioned we’ve run the campaign for a period of twelve days and performed
three different campaigns. The three campaigns created within the AdWords account included:
Brand Awareness, Campaign 2 (focused towards Brand Awareness and Investors), and Final
Campaign (focused towards Investors and Entrepreneurs). Of the $250 provided, a total of 239.98
was accounted for. This helped us in obtaining a total impressions of 100,356 and 880 clicks at a
click through rate of 0.88%. The average CPC was $0.27 which was about the estimated budget
plan.
During this period, we’ve learnt some valuable lessons that could be used to improve the future
online marketing of Indian StartUps. Below are a few important snapshots of our AdWords
campaign:
● Out of a total of seventy-two keywords, ‘Small business opportunities in India’ got the
highest click number of clicks. This goes onto show that there are people looking for
business opportunities in India.
● Out of a total of nine ads, ‘Invest in a Business’ got the highest clicks. Which gives us an
insight on the interest among users to Invest in Businesses.

6. 6
● Whereas ‘Ideas Become Businesses’ & ‘Build Your Own Business’ ads had the highest
click through rate (CTR).
● Display network made up for 92.1% of our ad network and the rest 7.9% being the Search
network.
Future Marketing Recommendations: Based on the points mentioned above, some of the
recommendations we would make for future online marketing are:
● Market the initiatives focus towards the entrepreneurial activities.
● Target crowds interested in building their own businesses, & with entrepreneurial insights.
● Focus more on the ‘Investors’, ‘Small startups’, ‘Ideas to business’ keywords to gain more
impressions.
● Based on the statistics derived from the AdWords campaign, combined with Google
analytics metrics, we recommend Indian StartUps to focus and target their services in
Bangalore, India and San Diego, USA.
● The main landing page of the website could be used to showcase Investments & StartUps
related events than focusing more on general news and talking about Sponsors.
We believe that these recommendations will help Indian StartUps market their services in a cost
effective, target specific way and reach out to users that could potentially turn into clients.
This pyramid provides a foundational
recommendation at each step. The
foundation to a successful AdWords
campaign would be to observe the
constantly changing trends, and then
using these to analyze consumer
behavior. Auction Insights provides
vital information that could make or
break a campaign.
Since we’ve already used
keywords that would be used by Indian StartUps, these campaigns could be used as a beta test to
better understand each and every keyword and the kind of effect it had on the viewers.

7. 7
One of the biggest recommendations we would give is to provide an up to date pricing
structure for each of the initiative provided by Indian StartUps. This will help raise the relevancy
and the quality of the ad which in turns reduces the CPC and increasing the efficiency of the ad
itself.
Learning Component
Learning Objectives and Outcomes: The team hoped to learn how AdWords can help increase
the quality of a company’s marketing strategy and attract users to visit their website. We were
excited to have a hands-on approach with AdWords. Since the client was not directly providing
the funds for the campaign, we were allowed some free reign on how to approach the campaign
strategy. We also wanted to observe how location targeting can play a factor in the success of a
campaign. As a team, we mainly focused on increasing clicks, impressions, and click-through-
rates in our AdWords account. After we ran our first two campaigns, we noticed that as our
advertisements became more targeted, they performed better in terms of the click-through-rate and
the number of clicks. Hence, our last campaign was based on the best performing ads and keywords
from the other campaigns. Even though we were aware that Display networks were not going to
be majority judged, we decided to include them to gain a better understanding of how they worked.
We also wanted to increase our brand awareness through as many outlets as possible.
Group Dynamics: One of the challenges that our team encountered was time allocation for our
advertisements. As mentioned previously, we had initially planned to run our campaigns
throughout a 3 week period. However, due to certain circumstances, we were only able to run the
campaigns for 12 days. With this new time constraint, we planned our campaign and budget
accordingly. This issue helped us learn how to adapt to changing conditions. Another challenge
that we faced was not being able to meet up in person to discuss the project due to differences in
our schedules. While this issue was a hindrance, we maintained communication via other methods
to maintain an effective work flow. Because of the work we had accomplished for the pre-
campaign report for this competition, we knew we could rely on each other to complete our
designated tasks within a reasonable timeframe.
Client Dynamics: A problem we faced working with our client, Indian Startups, was the level of
focus they wanted to place between brand awareness and attracting investors to their company.
When we started out the campaign, we believed that we should emphasize on improving the brand
recognition. However, after discussing the results of the first campaign with our client, we learned

8. 8
that they also wanted to concentrate on investors in addition to the brand awareness campaign.
They mentioned that investors are a vital part to their company so we decided to run a campaign
according to their needs. Another issue we faced working with our client was the inability to meet
in person as the company is situated in India. This affected how well we could advise them
regarding their marketing strategies. We attempted to overcome this hindrance by maintaining
constant contact through video conferencing.
Future recommendations: In the future, we would try to research into how cultural differences
can result in different campaign strategies in terms of the keywords and ads that are used. There is
a possibility that foreign users might react differently than American users depending on the
content of the advertisement. In regards to group dynamics, we would try to schedule our group
meetings ahead of time to accommodate differing preferences. In the future, we would also avoid
scenarios that could possibly decrease our campaign time. With a longer period of time for our
three campaigns, we could obtain better results and perform a better analysis for our client, Indian
StartUps.