The document outlines three advertising campaigns for the women's handbag brand Esbeda. Campaign 1 and 2 focus on driving sales through ads highlighting sales and discounts. Campaign 3 aims to increase website traffic by introducing Esbeda's new spring collection. Each campaign includes ad copies, keywords, negative keywords, and banner ad specifications to be run in various cities through search and display ads.

1. SEM – ESBEDA
Presented by Pooja Pathare

2. • A premium brand of ladies’ handbags. Launched by Intouch
Leather House India Pvt. Ltd.
• Esbeda's USP is sale. It only has stores at Mumbai, Navi
Mumbai, Pune,Thane andVadodara
• Keeping the USP in mind there are three campaigns for three
different ads
• Campaign 1 and campaign 2 will be based on sale.Whereas,
campaign 3 will be based on website traffic, relaunching Esbeda
in the market by introducing it’s new spring collection
ABOUT

3. CAMPAIGNS

4. 1. Campaign name – Sale
Campaign goal – Sales
• The main aim of this campaign is to drive sales online or in store by
reaching customers interested in our product text ads.
• The ad groups are made based on the locations where the ad will be
displayed.
Ad Groups:
a. Mumbai
b. Navi Mumbai
c. Thane
d. Pune
e. Vadodara
1. CAMPAIGN –
SALE

5. 1. CAMPAIGN –
SALE
Ad Copy #1
Ad copy #1

6. Audience: What they are actively researching or planning- apparel &
accessories>handbags
Age Group: 18-44
Time zone: Monday – Friday 10am 11pm. Since more ladies are free at
afternoon
Saturday Sunday- full day
Extensions:
Sitelink extensions –
• Sale On Sale
• Slings &Totes
• Matching Sets
• Travel Kits
Location extensions: will show nearby stores
Call extension: Showcases the helpline number
Callout extension: 6 months assured warranty
Structured Snippets extension: clutches, handbags, laptop bags,
sling bags, garment bags, travel bags
Promotion extension: Up to 50% off bags & handbags,CODE FGHIJ
Landing Page : http://www.esbeda.com/home-women
1. CAMPAIGN –
SALE

7. The keywords are a mix of words related to campaigns,
competitors names, brands name and brands USP.
• [Baggit]
• [Aquatan]
• [Lavie]
• [Hidesign]
• [Caprese]
• [House ofTara]
• [Fossil]
• [Da Milano]
• [Guess]
• [NineWest]
• “Buy handbags
online”
• Bags for +women
• Purses for +women
• +Ladies handbags
• +Handbags online
shopping
• +Handbags on sale
• +Handbags for
+women
• Designer +handbags
+sale
• +Handbags online
• Designer +handbags
• Designer +bags
• Esbeda
• “Esbeda purse”
• “Esbeda handbags”
• “Esbeda bags
online”
• “Esbeda sling bags”
• “Esbeda wallets”
• “Esbeda bags sale”
• “Esbeda sale”
• “Esbeda handbags
sale”
• “Esbeda purses sale”
• “Esbeda clutches”
• “Esbeda online”
• “Esbeda handbags
online”
• “Buy Esbeda bags
online “
• [Latest handbags]
• [Latest designer
bags]
• “Esbeda new
handbags collection”
1. CAMPAIGN –
SALE
Keywords

8. 2. Campaign name – Seasonal
sale end
Campaign goal – Sales
• The main aim of this campaign is to drive sales online or in store by
reaching customers interested in our product text ads.
• The ad groups are made based on the locations where the ad will be
displayed.
Ad Groups:
a. Mumbai
b. Navi Mumbai
c. Thane
d. Pune
e. Vadodara
2. CAMPAIGN –
SEASONAL SALE
END

9. Ad copy #2
2. CAMPAIGN –
SEASONAL SALE
END
Ad Copy #2

10. Audience: What they are actively researching or planning- apparel &
accessories>handbags
Age Group: 18-44
Time zone: Monday- Friday 10am 11pm. Since more ladies are free at
afternoon
Saturday-Sunday- full day except 2am – 7am
Extensions:
Sitelink extensions –
• Sale On Sale
• Slings &Totes
• Matching Sets
• Travel Kits
Location extensions: will show nearby stores
Call extension: Showcases the helpline number
Callout extension: 6 months assured warranty
Promotion extension: Up to 70% off bags and handbags CODE
FGHIJ
Landing Page : http://www.esbeda.com/home-women
2. CAMPAIGN –
SEASONAL SALE
END

11. • [Baggit]
• [Aquatan]
• [Lavie]
• [Hidesign]
• [Caprese]
• [House ofTara]
• [Fossil]
• [Da Milano]
• [Guess]
• [NineWest]
• “Buy handbags
online”
• Bags for +women
• Purses for +women
• +Ladies handbags
• +Handbags online
shopping
• +Handbags on sale
• +Handbags for
+women
• Designer +handbags
+sale
• +Handbags online
• Designer +handbags
• Designer +bags
• Esbeda
• “Esbeda purse”
• “Esbeda handbags”
• “Esbeda bags
online”
• “Esbeda sling bags”
• “Esbeda wallets”
• “Esbeda bags sale”
• “Esbeda sale”
• “Esbeda handbags
sale”
• “Esbeda purses sale”
• “Esbeda clutches”
• “Esbeda online”
• “Esbeda handbags
online”
• “Buy Esbeda bags
online “
• [Latest handbags]
• [Latest designer
bags]
• “Esbeda new
handbags collection”
The keywords are a mix of words related to campaigns,
competitors names, brands name and brands USP.
2. CAMPAIGN –
SEASONAL SALE
END
Keywords

12. 3. Campaign name –
Introducing…
Campaign goal –WebsiteTraffic
• Relaunching Esbeda in the market by introducing its new spring
collection/campaign #GetItDone.
• The ad groups are made based on the locations where the ad will be
displayed
Ad Groups:
a. Mumbai
b. Navi Mumbai
c. Thane
d. Pune
e. Vadodara
3. CAMPAIGN –
INTRODUCING…

13. Ad copy #3
3. CAMPAIGN –
INTRODUCING…
Ad Copy #3

14. Audience: What they are actively researching or planning- apparel &
accessories>handbags
Age group: 18-55
Time zone: Monday- Friday 10am 11pm. Since more ladies are free at
afternoon
Saturday-Sunday- full day except 2am – 7am
Extensions:
Sitelink extensions –
• Sale On Sale
• Esbeda bags
• New Releases
• #GetItDone campaign
Location extensions: will show nearby stores
Call extension: Showcases the helpline number
Callout extension: 6 months assured warranty
Structured Snippets extension: clutches, handbags, laptop bags,
sling bags, garment bags, travel bags
Landing Page : http://www.esbeda.com/home-women
3. CAMPAIGN –
INTRODUCING…

15. • [Baggit]
• [Aquatan]
• [Lavie]
• [Hidesign]
• [Caprese]
• [House ofTara]
• [Fossil]
• [Da Milano]
• [Guess]
• [NineWest]
• “Buy handbags online”
• Bags for +women
• Purses for +women
• +Ladies handbags
• +Handbags online shopping
• +Handbags for +women
• +Handbags online
• Designer +handbags
• Designer +bags
• Esbeda
• “Esbeda purse”
• “Esbeda handbags”
• “Esbeda bags online”
• “Esbeda sling bags”
• “Esbeda clutches”
• “Esbeda online”
• “Esbeda handbags online”
• “Buy Esbeda bags online “
• [Latest handbags]
• [Latest designer bags]
• “Esbeda new handbags
collection”
• “Get it done”
The keywords are a mix of words related to campaigns,
competitors names, brands name and brands USP.
3. CAMPAIGN –
INTRODUCING…
Keywords

16. NEGATIVE KEYWORDS

17. • Replica
• School
• Man
• Men
• Vintage
• Kids
• For kids
• Children
• Childrens
• Imitation
• Free
• Free sample
• Sample
• Samples
• What are
• What is
• About
• High end
• Luxurious
• Luxury
• Rucksack
• Trek
• Trekking
• Hike
• Hiking
• Suitcase
• Suitcases
• Briefcase
• Handmade
• How to
• Make
• Making
• Hand made
• Create
• Creating
• Customized
• Magazine
magazines
• Rent
• Rental
• Rentals
• Used
• Renting
• Refurbished
• like new
• Thrift
• Thrifty
• Second hand
• Vintage
• Antique
• Resale
• Antique
• Antiques
• Repair
• Repairs
• Photos
• Photo
• Photograph
• Photographs
• Picture
• Pictures
• Article
• Articles
• Blog
• Blogs
• Define
• Definition
• Image
• Images
• Info
• Information
• learn about
• Logo
• Logos
• Magazine
• Magazines
• Review
• Reviews
NEGATIVE
KEYWORDS

18. 160x600 Skyscraper –Wide Skyscraper Ad
Landing Page :
http://www.esbeda.com/home-womenBANNER AD #1

19. 300x600 Skyscraper – Half PageAd
Landing Page :
http://www.esbeda.com/home-women
BANNER AD #2

20. 250x360 Square and Rectangle –TripleWidescreen Ad
Landing Page : http://www.esbeda.com/home-women
BANNER AD #3

21. 970x250 Leaderboard – BillboardAd
Landing Page : http://www.esbeda.com/home-women
BANNER AD #4

22. THANKYOU !