Social Conclave report

GOOGLE ADWORDS
The Social Conclave
WEB MARKETING ACADEMY
deepak.behera@hotmail.com
Abstract
Following is the work of WMA 13-‐05-‐2015 students batch. The campaign was down
for the social media event at Christ University on 30th
June 2015

GOOGLE ADWORDS WEB MARKETING ACADEMY

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Table of Contents
Overview ....................................................................................................................................... 3
Brief ............................................................................................................................................... 3
Research ........................................................................................................................................ 3
The website ............................................................................................................................................ 3
Target audience ...................................................................................................................................... 4
Campaigns .............................................................................................................................................. 4
Keyword Planner .................................................................................................................................... 4
The process ................................................................................................................................... 5
Step 1 ..................................................................................................................................................... 5
Step 2 ..................................................................................................................................................... 5
Step 3 ..................................................................................................................................................... 7
Optimisation ................................................................................................................................. 7
Adding more Ad copies .......................................................................................................................... 7
Keyword examination and bid strategy ................................................................................................. 8
Campaign bid simulator ......................................................................................................................... 9
Display network ...................................................................................................................................... 9
Video Ads ............................................................................................................................................. 12
Results ......................................................................................................................................... 15
Dimensions ........................................................................................................................................... 15
Constranits .................................................................................................................................. 16


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Overview

Google AdWords is a digital advertising platform. The purpose of this platform is to reach out
to a measurable audience. With the advent of internet and the ever growing penetration rate,
it is evident that online market is the place to be.

The online advertising market in India is projected to grow 30% in the current fiscal year. The
total value of the online advertising market in India is expected to increase to Rs.3,575 crore
in the year ending 31 March from Rs.2,750 crore in the year earlier.

This high growth can be attributed to the increasing advertisement measurability which is
both quick and effective. The online advertisements follow a cycle of activities which can
simply be summarized as planning, targeting, engaging and measuring. Out of these,
measuring is the main aspect that is aggravating the usage.

Brief

Generate awareness about World Social Media day using google AdWords platform.

ü Focus on Social Media Conclave to be held on 30th
June, 2015
ü Promote the website, www.thesocialconclave.in
ü Generate 500 clicks via search and display networks with daily spend of Rs 1,000 at an
average CPC of Rs 5

Research

The task included:
• Scanning the website
• Defineing target audience
• Creating campaigns as per locations
• Keyword planner for various AdGroups

The website

o www.thesocialconclave.in is about the social media event to be held on 30th
June,
2015 at Christ University, Bangalore
o The event is managed by Knovophilia, a 360° marketing firm specializing in digital
media offering customized solutions to Businesses, Entrepreneurs, Start-‐ups and
Professionals
o Various digital industry experts form the spearkers group
o It provides the entire days agenda
o Details of collaborators and Venue
o A link to register for the event


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Target audience

o Men and women in the age group of 18 to 54
o A social media enthusiast who wakes up in the morning to check notifications on her/is
mobile. Has an account in social medias e.g, FaceBook, Twitter, LinkedIn, Instagram,
Pinterest. Likes to to spend atleast 8 hours a day on social media. Follows news via
social media rather than traditional media. Interacts/ communicates daily life, work,
business, gossip, emotions via social media. Likes to post stories, articles, blog, event
and happenings on social media. Goes to sleep after checking social media
o Students, young professionals, business women/ men

Campaigns

o Campaign was based upon the location of the users. It was defined as per the AIDA
model
o It was broadly classified under:
o Generic
o Specific
o Competitor
o Branded
o Locations targetted were:
o Bangalore
o Delhi
o Kolkata
o Pune
o Hyderabad
o Chennai
o Mumbai

Keyword Planner

o Keywords were generated for AdGroup formations
o They were sepcified as generic, specific, competitor and branded keyword types
o AdGroups were formed basis keyword suggestions via keyword planner tool as per
above keyword types
o Some of the search network keywords were:
o Social media event
o World social media day
o Social media for business
o Social media day in bangalore
o Social media jobs


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The process

Step 1

Ø Identify keywords for various AdGroups
Ø Used keyword planner to get suggestions for seggregation into 4 different types
(Generic, Specific, Competitor, Branded)
Ø From the suggested keywords further de-‐classification was done under each keyword
type
Ø Various AdGroups were formed using keyword planner
Ø Sample generic keyword matrix:

Step 2

Creating the first campaign:

Ø Before setting up the campaign name, campaign type was selected. This was done so
as to get the settings of the selected campaign type. If selected post naming the
campaign then campaign name is lost
Ø By default the, Search network had selected Google networks (search and partners)
where the Ad will be served
Ø Again, by default device targetting was set for ‘All’
Ø Under location, Bengaluru was seleced for the Generic search network campaign
Ø Language was by default set to English. This has to be common across AdCopy and
Landing page to maintain Quality score
Ø The Bid strategy was set to Manual in order to focus on maximising the clicks manually
Ø Budget was set to Rs 1,000/ day
Ø Ad extensions were defined in order to better the quality score.

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Step 3

AdGroup creation:

Ø AdGroup was created as per the keyword type
Ø Ad copy consisting of Headline, Description, display URL and landing page URL was
created
Ø Keywords seggregatted earlier from keyword planner were added to keywords section
Ø Default Bid was set to Rs 20/ click

Ø The AdGroup was saved and the campaign was made live post filling the billing details

Optimisation

Adding more Ad copies

In order to optimise the campaign, we need to add more Ad copies. The more number of
copies helps maintain Quality Score (QS) and Ad Rank. The Ad copy should follow following
criteria when creating:

• Always use onr keyword in headline which you are bidding for
• Mention Price, Place, Promotion
• Use USPs in Ad copy
• Should have a call to action

Also, to achieve better QS, we need to avoid following:

• Avoid repetition of words
• No slang or abbreviations
• Avoid negative promotions which is not relevant to the landing page


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• Avoid Best, #1, Faster, Better than like words
• No All caps alphabets
• No exclametary marks
• Strictly avoid CaMeL caps
• Do not use trademarked keywords
• Always use full forms and avoid acronyms
• No continous punctuations
• No jazz stuff e.g, @didas

Keyword examination and bid strategy

In order to achieve more impressions/ clicks, following strategy was implemented:

• Reduce the number of keywords in an Ad group to 15-‐20
• Pause/ remove keywords for which there are limited or no search
• Add suggested keywords which have higher search or part of first page bid
• Change keyword match type (Broad, Exact, Phrase, Broad with modifier) as required
• Increase/ match Max CPC for the first page bid


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Campaign bid simulator

A bid siulator provides comparison between various daily spend/ budget. It provides
estimated clicks for a certain budget. If the campign is not generating enough clicks then, use
this simulator to increase the budget.

More campaigns with Ad groups and Ad copy was added to enhance the QS.

Display network

Display network involed campaign creation and Ad targetting

Ø There are 3 types of display campaign
o Build awareness
§ Customers get to see your Ad
o Influence consideration
§ Customers get to engage with your content or
§ Visit your website
o Drive action
§ Buy on yoru website (includes re-‐marketing)
§ Take an action (e.g, fill a form)
§ Call your business
§ Visit your business
Ø Other setting are similar to search network where we defined location, language, bid
startegy, budget, schedule, ad rotation
Ø Frequeny caping (exclusive to DN) was set to 5/ day for each Ad group


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Ø Ad group was created using targetting method:
o Interests & remarketing


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Ø Display Ads were created based on Ad words suggestions

Video Ads

A video campaign settings allows user to input:

Ø Campaign name, budget, delivery method (standard/ accelerated)
Ø Netwrok consists of YouTube search, YouTube videos (google display partners)
Ø Location, language, devices
Ø Under advanced settings -‐ Ad rotation, frequency caping and content exclusion (avoid
showing your ads on content that may not be suitable for your brand)
Ø Video Ad is created as per below criteria
o Video Ad type
§ Drive views, awareness or conversions
§ Drive mobile app installs
o In stream settings
o In dispay settings
Ø Targetting is done under target tab which consists of:
o Age, Gender, Parental status, Topics, Interests, Keywords, Placements,
Remarketing lists


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Results

Ø Campaign was run from 19th
June – 30th
June, 2015
Ø The first 72 hours of the campaign saw only 32 clicks
Ø Ad copy, keywords and bids were optimised to generate more clicks
Ø Display network Ad was created on 25th
June’15
Ø Video Ad was created on 26th
June’15

Clicks Impr. CTR Avg. CPC Cost
471 35,547 1.33% Rs.8.31 Rs.3,913.62

Dimensions

70%
30%
Destination URL vs Clicks
Register page
home page
27%
27%
23%
14%
9%
Top Search term vs Clicks
social networking sites
social conclave
social media
socialmediajobs
learn social media marketing


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Constranits

Ø Time – actual campaign took shape from 25th
June onwards
Ø There was no tracking mechanism to track actual conversion (registration)
Ø Limitation with website – there was no control to make changes or updates on the
website

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Impressions
Clicks Daywise Clicks vs Impressions
Clicks Impressions

Social Conclave report

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