The digital marketing report summarizes various digital marketing campaigns conducted by Group 7 for the movie recommendation website Mymovierack.com. The campaigns included search engine marketing on Google Ads, display advertising on Google Display Network, Gmail ads, YouTube video ads, and Facebook ads. Key findings were that specific targeting of interests and topics related to movies, TV, and entertainment performed best. The Facebook campaign focused on generating engagement around the Valentine's Day theme to take advantage of trending conversations. Overall, the campaigns helped increase brand awareness and drive traffic to the website.

1. DIGITAL MARKETING REPORT
SUBMITTED BY: GROUP 7 (DM-II)
ASAWARI MOON 1511411
DIKSHYA ROUTRAY 1511391
MANISH PANDEY 1511407
NISHANK BIDAMIA 1511414
SRINIVAS MANE 1511438
A project report submitted in fulfillment of course
“Digital Marketing”
Under Prof. Seema Gupta

2. Contents
Introduction...................................................................................................................................................................................... 3
The Product:................................................................................................................................................................................. 3
The User profile ........................................................................................................................................................................... 3
The objective................................................................................................................................................................................ 3
Search engine marketing .................................................................................................................................................................. 3
Central Idea.................................................................................................................................................................................. 3
Challenge:................................................................................................................................................................................ 3
The campaign structure ............................................................................................................................................................... 4
Planning .................................................................................................................................................................................. 4
Methodology........................................................................................................................................................................... 4
Results.......................................................................................................................................................................................... 4
Campaign Overview: ............................................................................................................................................................... 5
Inferences .................................................................................................................................................................................... 5
Display Network................................................................................................................................................................................ 5
Central Idea.................................................................................................................................................................................. 5
The campaign structure ............................................................................................................................................................... 5
Planning .................................................................................................................................................................................. 5
The Campaign Structure.......................................................................................................................................................... 5
Campaign Overview: ............................................................................................................................................................... 6
Gmail Ad ........................................................................................................................................................................................... 7
Methodology: .............................................................................................................................................................................. 7
Youtube Video Ad............................................................................................................................................................................. 8
Targeting...................................................................................................................................................................................... 8
Performance: ............................................................................................................................................................................... 8
Learnings...................................................................................................................................................................................... 8
Facebook Campaign.......................................................................................................................................................................... 9
Central Idea.................................................................................................................................................................................. 9
Planning: Riding the Wave........................................................................................................................................................... 9
Content ........................................................................................................................................................................................ 9
Campaigns.................................................................................................................................................................................. 10
Targeting.................................................................................................................................................................................... 10
Learnings: (What worked and what bombed) ........................................................................................................................... 11
Results........................................................................................................................................................................................ 11
Appendix............................................................................................................................................................................................ i

3. INTRODUCTION
THE PRODUCT:
Mymovierack (http://www.mymovierack.com) is a budding startup which offers users a platform to
rate, review and recommend movies and TV Shows among a peer-based community. It offers features
such as discovering movies and TV shows, information about films franchises and also happens to be a
medium for creating and sharing content about movies and TV shows using the ‘organic’ feeling based
review systems and tools.
THE USER PROFILE
The primary audience is under 35 in age who are expected to have a high amount of consumption of
movies and TV Shows. 33.5% are 25-34 while 27.5% of the audience is between 18-24 age-group. The
product appeals to both male and female with a split of 54.15% vs. 45.85% for men. Aside from
interests in movies and TV shows, the primary interests group are Sports (5.49%), Computers ( 2.96%)
followed by Food & Drinks and Travel enthusiasts.
The web-platform is frequented by more than 15000 times per month with audiences from 170+
countries. 70% of the audience access the website from mobile devices. The primary source of traffic is
social (48%) followed by search (27%) and Direct (18%).
THE OBJECTIVE
Mymovierack (MMR) was looking for help with below tactical elements, which are critical for the
business:
 The Key value proposition to sell, among various features offered by the website (SEM)
 The positioning statement to serve to its target audience (DN/Gmail/YT)
 Increase its brand awareness and digital: social and search presence in India (FB)
SEARCH ENGINE MARKETING
CENTRAL IDEA
Mymovierack offers several features such as Discover platform, rating/reviewing/recommending
movies, creating a list of movies and TV shows and blog writing and reading feature. The SEM was
launched to identify the fundamental value proposition to sell by bidding on related keywords.
CHALLENGE:
For the services and features, there are very limited sets of exact keywords, and we had to proceed
with broad matches.

4. THE CAMPAIGN STRUCTURE
PLANNING
The initial aim was to optimize CTR for average CPC keeping constraint of the budget.
Used Google keyword planner tool to identify all relevant keywords for content related to
movie reviewing, watching and sharing content and filtered it according to three parameters
viz. search volume, bid price and competition.
Had put a daily budget of INR 100 while the max bid as suggested was capped till INR 5. We
tried not to be too adventurous with the competition and went for High to Medium
competition (0.75 or lower) and relatively higher monthly searches (above 15000) and average
bid < 30.
METHODOLOGY
Four Ad groups were created with different ad sets with various calls to action and
descriptions [Refer Appendix]. Four different CTAs have been set up in relevance with ad
description and header text consistent with the keywords and the landing page text.
Ad extensions/Site extensions were created to provide users with more entry points and
descriptions.
Targeting: Initial Ad locations such as USA/UK along with India were chosen, English speaking
audience on all devices. However, later we realized that we must focus the targeting to India
only.
Manual Bidding was employed with a max bid of 5 for the selected few keywords, which were
progressively restricted as the campaign progressed.
RESULTS
AD Campaign 1 with a pitch of MMR as a Discovery platform for Movies: The ads secured
189 clicks for 6190 impressions with a CTR of 3.05% and Avg CPC of INR 4.16 which cost us
around INR 785. The average position was 2.
AD Campaign 2 with a pitch of MMR as a Binge platform for latest Songs & Trailers:
This pitch did not resonate with the target audience where even for 75 impressions we did not
see any conversion. We took a conscious call to discontinue the same.
AD Campaign 3 with a pitch of MMR as a Discovery platform for TV Shows:
The next attempt was to pitch the platform for TV show lovers, and we saw an average CTR of
1.745 for 631 impressions. It was clear that the pitch was not attractive enough to garner a
click.
AD Campaign 4 with a pitch of MMR as a latest box office content platform:
We hit the spot with newly targeted keywords of latest movie release clashes with CTR of 9.1%
for 1010 impressions and average position of 1.2
AD extensions: The four site links In Theaters, Latest Songs, Blog and Latest trailer enjoyed
consistent success with 128 clicks on 1846 impression with CTR of 6.93%.

5. CAMPAIGN OVERVIEW:
INFERENCES
Headers were important to deliver the message. We should have chosen less generic keywords
and gone for specific keywords.
Alighting the trend train was important as we got a healthy CTR Rates when we switched to
movie release and box office information keywords.
Putting fancy characters such as © in description to attract attention did not help much.
AD extensions/Site links were saviors and helped get good CTR.
Google qualifying bid was used as a floor since we were on a restricted budget.
Some top keywords as suggested by Google planner had poor performance, which is an
indicator of poor capture of intent or better competitors on SERP.
The Broad age targeting was not correct; we observed distinct performance difference in CTR
for age groups above and below 35.
A movie release date saw a spike in CTR than average that indicates that we should have
concentrated effort during movie release time to tap into interests of users.
DISPLAY NETWORK
CENTRAL IDEA
The objective was to create a display advertisement to increase the number of visits to the website
“www.mymovierack.com” and to identify the positioning statement to serve to the target audience.
THE CAMPAIGN STRUCTURE
PLANNING
We created and ran campaigns for display advertisement. The ads were targeted through
Topic
Keywords
Placement
We continuously monitored the performance, based on which we stopped targeting through two of the
non-performing keywords and topics. Our aim was to try few keywords and topics and then continue
the ones, which are most efficient. The budget was kept Rs.100/day, and only India market was
targeted.
THE CAMPAIGN STRUCTURE
The campaign type chosen for the campaigns were “Display Network only” with influence consideration
to get the customers visit the website (mymovierack.com) through display advertisement.
Budget Impressions Interactions CTR Avg. Cost Total Cost
100/day 7906 291 3.68 5.01 1459

6. For displaying ads on website through ‘topic’ technique, the following two topics were selected
Arts & Entertainment › Movies › Science Fiction & Fantasy Films
Arts & Entertainment › TV & Video ›TV Shows & Programs
Arts & Entertainment › Movies › Bollywood & South Asian Film
Arts & Entertainment › Movies › Movie Reference › Movie Reviews & Previews
So the topics were made relevant to the content of movierack.com.
For displaying ads through ‘Keywords’ technique, following keywords were selected
Movie review
Top 10 movies
TV series
Good TV series to watch
Movie romantic comedies
After running the campaigns for a day or two, we realized that following two topics and keywords were
not giving any results.
Topics:
Arts & Entertainment › Movies › Science Fiction & Fantasy Films
Arts & Entertainment › TV & Video ›TV Shows & Programs
Keywords:
Good TV series to watch
Movie romantic comedies
So we paused these topics and keywords.
For displaying ads through placement techniques, various websites and mobile applications were
selected. These are the websites and applications related to films. However, we also selected sites
related to games and news, etc. where we anticipated that our target audience would be present.
Affinity Audience
We also used affinity audience feature of Google Adwords. We targeted audiences like
TV Comedy Fans
Sci-Fi and Fantasy TV Fans
TV Drama Fans
Movie Lovers
CAMPAIGN OVERVIEW:
Among others topics, the minimum CTR that was achieved was 0.42%, and the maximum was
0.78%, whereas for keywords the minimum CTR was 0.19% and the maximum was 0.49%. The display
CTR was 0.77%, which is above industry standard.
TV Comedy Fans was not giving us good results, so we paused that. TV Drama fans had maximum CTR
(1.44%) whereas for Movie lovers it was (0.66%).
Demographics
We found that age range 35-45 years gave us maximum CTR- 1.04% (though the base is relatively small)
and a decent CTR of 0.76% was achieved for age group 25-34 years. In terms of gender, the CTR
obtained for female (0.96%) was higher male (0.73%), which give us the insight that the site could keep
more content relevant to female and leverage on the existing female base. Also, the topics can be
modified and specifically targeted to male to increase their CTR performance.

7. The Display campaign ran for almost ten days. The result of the campaign was tabulated as given
below.
Budget Impressions Interactions CTR Avg. CPC Total Cost
100/day 170,059 1303 0.77 2.75 1001
GMAIL AD
Two Gmail Ads were tried under the campaign:
The First Gmail Ad positioned the platform as a Discovery platform for movies and TV shows
The Second Gmail Ad positioned the platform as a community for semi-pro film critics
Five broad match keywords were selected for first ad film trailers, latest movie trailers, movie trailer,
trailer and upcoming movie trailers. Since the second ad was more about movie critiquing, the broad
keywords selected were bookmyshow, bookmyshow.com, in.bookmyshow.com and movie tickets.
The Targeting settings were same as DN and which enjoyed a substantial success especially parents
who might have been more prone to use the Gmail ad.
METHODOLOGY:
We tried A/B testing way with the two differently positioned ads. Both the ads garnered a whopping
response, though. The results of the campaign reflect the same. At the end of the campaign, we
enjoyed a CTR of 33.67% given our specific targeting.
Keyword /
Placement
Ad Clicks Impressions CTR Avg.
CPC
Cost Avg.
position
Undetermined Gmail Ad 2 - You
too are a Pro Critic
11 37 29.73% 0.81 8.91 1
Parent Gmail Ad 2 - You
too are a Pro Critic
81 157 51.59% 0.63 51.14 1
Not a parent Gmail Ad 2 - You
too are a Pro Critic
158 424 37.26% 0.55 86.64 1
Parent Gmail Ad 76 148 51.35% 0.61 46.65 1
Undetermined Gmail Ad 15 43 34.88% 0.61 9.08 1
Not a parent Gmail Ad 172 423 40.66% 0.61 104.49 1
Total - filtered 513 1232 41.64% 0.6 306.91 1
Total – all removed 410 1509 27.17% 0.75 308.77 1
Total -- 923 2741 33.67% 0.67 615.68 1

8. YOUTUBE VIDEO AD
TARGETING
We created a YouTube ad, an in-stream Video ad. (http://youtube.com/watch?v=wcBBXSJI6uM).
The ad was targeted to 18-54 years’ age group in line with the initial assumption of target groups.
Demographics - Highest view rate (cumulative of both age groups, 78.22%) was from the age group of
18-24 and 25-34 as expected (Appendix YOUTUBE CAMPAIGN RESULTS1).
Interest Targeting - Affinity audience were chosen to be Movie Lovers, TV Lovers with specific
interests in genres like TV Drama, Comedy, Action, Adventure, Horror, Sci-fi, and Fantasy work.
Comedy, Drama, and Sci-fi – Fantasy dominated in the view rates with 33.38%, 27.78%, and 25.23%
respectively. The average view rate achieved was 14.64% with an Avg CPV of Rs. 1.40.
Placement Targeting – We tried news-jacking by targeting people looking for the latest movie, TV
show and trailer content and a few youtube channels on interesting movie reviews, bloopers, etc.
Dangal movie trailer and Chris Stuckmann’s comic review channel did exceptionally well in terms of
impressions and a decent job in terms of View rate.
Topic Targeting – We targeted topics like Movies, TV Shows, Celebs, Entertainment, Bollywood, TV
drama, Movie Review and Reference, Reality Shows, Film and TV industry in line with the segments of
people we wanted to lure.
Keyword Targeting – We bid for keywords like Trailer, movie trailers, latest movie trailer which was
the most commonly used words to search for sources like mymovierack.com for discovering latest as
well as old film content. We experimented by bidding for keyword Dangal as well which did a great job
for us (view rate above 18%).
Strategy Change: In the middle of the campaign, we realized that our video had initial dark page for 3
seconds which we removed and got better view rates as the engaging part came earlier.
To improve our view rate, we kept adjusting the placement and Topic Targeting looking at items which
garnered a poor response.
PERFORMANCE:
Budget Impressions Views View Rate Avg. CPV Total Cost
100/day 1537 225 14.64% 1.4 316
LEARNINGS
The success of all the Display Network campaigns can be attributed to specific targeting based
on interests, affinity and topics. We even employed custom interest groups.
Our CTR peaked at 1.26% but henceforth saw a drop, which is an area of improvement. Being
more dynamic when it comes to updating keywords assortment should have helped as we
could have done a better job in pruning the initial 10 keywords lists.

9. FACEBOOK CAMPAIGN
Facebook or for that matter any social media platform in contrast to Display Ads is used to engage the
users. The set of users are existing customers or new users whom the company may wish to engage in
generating conversations around the brand and product. Our product being a movie recommendation
engine we decided to do the same through our Facebook page. The link to the Facebook page is:
https://www.facebook.com/GoSolo.with.mymovierack/
CENTRAL IDEA
The intention of the Facebook campaign was to generate a buzz about the product mymovierack.com.
Since the product was a movie recommendation and review engine designed to create conversations
around movies, the same theme was used in developing the content of Facebook. We created the
page on 4th
of February.
PLANNING: RIDING THE WAVE
The most notable period in February is the Valentine Week. It is the most discussed and trending topic.
We choose to take leverage of the timing of the page launch, and since this was going to be a short
period exercise, we decided to design the whole content around the Valentine’s Day theme.
The Page was intended to engage the audience around the valentine day period. We aptly called the
page “Kill the Cupid” since we believed there was a small fraction of individuals who cared about the
valentine’s day and a vast majority were boggled by the over hype around the day and hence had a
negative sentiment around it. This set of disgruntled individuals who did not quite have a date on
valentine’s day was our target audience.
CONTENT
We experimented with a variety of content ranging from Listicles, Blogs, Videos, Images, Political
Messages, etc. The content was created using the framework 70:30:10.
Listicles: List of movies that can be watched alone and had no connection whatsoever with a
romantic theme were created. The listicles have been set up as a photo album instead of a
text list so as to make it more appealing to the audience. We also notice that if the images
appeared to have significant amount of text, Facebook would prompt of decreased reach due
to excessive text
Blogs: Blogs were created on the site mymovierack suggesting viewers of things they can do
on Valentine’s Day alone. In these blogs watching movies was proposed as an option and
mention of mymovierack as a discovery platform was done in a subtle way in line with the
strategy adopted by native advertisements
Images: Fun images around the theme of ‘advantage of being single’ were posted. Most of this
content was just to keep the audience entertained and was not meant to promote the
business.

10. Videos: Videos with movie suggestions were created. Popular videos from Anti-Romantic
movies like Pyar Ka Puncnama were posted. All posts had a mymovierack logo that was
displayed either in the content or at the end.
Political (Risky 10): To have content that was provocative and would raise a two-sided
debated we choose to take advantage of the ongoing feud in Tamil Nadu Politics. The poster
of the blog was an image with the two leaders who were contesting for the post of CM, and
the blog had suggestions of movie that revolve around the theme of politics.
CAMPAIGNS
Most Campaigns were run for post engagements where the payment method chosen was engagement
based and not on the basis of the number of ads served. We also ran two campaigns for Page like
which helped generate significant traction.
TARGETING
Different targeting options were used for each post type. The targeting details are as below
Listicles (Posted Pre Valentine’s Day): These listicles we used three basic targeting options
o Age: All people aged 18 to 40 were targeted
o Language: English(US), English (UK), and Hindi
o Relationship Stats: Complicated, Single, Separated, Open Relationship
o Geography: India
Listicles (Posted after Valentine’s Day)
o Age: 18 to 25: Since we observed that most of the engagement was coming from this
age group in the intimal campaigns
o Relationship Status: This targeting option was not used as the content post valentine’s
day was targeted towards all audience
o Geography: Few posts were targeted specifically to the metro cities as it was observed
that most engagements came from places like Kolkata, Bangalore, Lucknow
o Gender: The posts were targeted towards male as in the initial posts the engagement
of males was significantly higher than females.
Political Content: Since the content was around Tamil Nadu politics, the targeting was
accordingly modified
o Geography: Tamil Nadu, Sri Lanka, Malaysia since they have significant Tamil
population
o Age: Since the content was about politics the age was kept open-ended i.e. 18 to 65+
o Language: English, Tamil
o Interests: Politics, AIDMK, DMK, BBC Tamil, etc
Blogs: Blogs were created specifically either for male or female audience and the targeting
was done accordingly.

11. LEARNINGS: (WHAT WORKED AND WHAT BOMBED)
During the 21 days period, we ran 12 different campaigns with 14 different sets of targeting options
and 20 adverts. The following are the broad observations that we made
Image listicles attracted the most engagement
Contrary to our belief it is hard to generate engagement for videos. The prime reason we
anticipate is that about 80% users were viewing the ad on Mobile and given the high data
tariffs for mobile data consumption of video were probably low
The first campaign was able to generate and engagement rate of only 3 %
As the targeting was improved, the engagement rate ranging from 14 % – 25 % were achieved
across various campaigns.
Few of our campaigns were not able to achieve high engagement rates, but since we had
chosen engagement based payment, these campaigns allowed us to reach a significantly
higher audience. One of the boost posts was able to achieve a reach of 20.3 thousand with
just INR 9.55 paid.
RESULTS
Over the period of the campaign, we were able to improve the engagement rate significantly by
improving targeting. We learned about the kind of content that appeals the audience the most. Also,
environmental factors like data rates and device of consumption (mobile) also have implications for
the content strategy. We were able to achieve the desired three objectives for Mymovierack.com-
 Communication of the key value proposition.
 Positioning which resonated with the target audience: MMR as a platform for Movie Buffs who
wish to exercise their Critics acumen.
 Increased brand awareness and digital, social and search presence in India

12. APPENDIX
Site Traffic Sources of MyMovieRack: source: Similarweb
SEM Statistics:
SEM ADS: 4 ad-groups

13. Display Network Results
Display Campaign Results – Topics
Display Campaign Results – Demographics (Gender)

14. Display Campaign Results – Demographics (Age)
Display Campaign Results – AFFINITY AUDIENCE
YouTube Campaign Performance:

15. YouTube Demographics:
GMAIL Campaign Performance:
The Gmail Campaign:
Pitch 1: MMR as a Discovery Platform Pitch 2: MMR as a Pro Movie Critics Platforms

16. Facebook
Campaign Snapshot: 70 content 30 Content
FIGURE 1: THE '10' (RISKY) CONTENT

17. Performance Snapshot
First Campaign
Blogs
Post-Valentines Day Campaign

18. Key Metric
Total Organic Paid
Reach (Unique Users) 59636 7815 51821
Impressions 63634 11309 52325
Page Likes 395 86 309
Metric Total count
Page Engagement 15379
Post Reactions 9231
Post Comments 18
Link Clicks 173
Video View 6437
Demographics
Gender People Taking Action Post Reaction
Female 3456 3427
Male 11256 5802
Age People Taking Action Post Reaction
13 – 17 3688 3561
18 – 24 9240 5287
25 – 34 1760 335
35+ 24 48
Cost Metric
Cost Metric Value
CPM 26.37
CPC 0.52
CTR 5.12