INSTITUTE OF MANAGEMENT

NIRMA UNIVERSITY
DIGITAL MARKETING

INDIVIDUAL ASSIGNMENT 1

ON

GOOGLE SEARCH NETWORK CAMPAIGN

SUBMITTED TO

PROF. TEJAS SHAH

SUBMITTED BY

JAY CHHEDA - 181422

Date of Submission- 11/11/2019

SELECTION OF THE BRAND
The brand that has been selected for is JC Creations. It is a fashion apparels brand for both
men and women with a great focus on offering designer and exculive cothes to the market at
afforadable prices. This is a relatively new brand which has been established in the year 2018 in the
city of Mumbai. The brand has 2 retail stores in mumbai viz. one at Andheri and other in Worli. The
brand also has a website where they showcase the various clothing designs and styles available to the
customers at their stores. The brand cathers to both men and women and the main categories in both
these segments are Ethnic & traditional wear, formal & casual wear as well as party wear.

The main focus of the brand is to provide designer type exclusive clothing to the customers.
As the brand is new in the market, it aims to gather the attention of its target customers which can now
be effectively done using Google Search Network (GSN) campaign which is one of tool of digital
marketing. Thus, this brand has been selected for GSN campaign assignment.

OBJECTIVE OF THE CAMPAIGN

 As the brand is new and wants to increase their customer base, the main objective of this
campaign is to increase brand awareness among the target audience. Thus this can be easily done by
initialy increasing the traffic on their website which showcases the various segments of products
available at their stores. Hence, the objective of the campaign is to increase website traffic. Thus the
main goal would be to have as many people to go and visit their website to have a look at their clothing
line. The 2nd screenshot shows the selection of search which is used to reach the interested customers
through text ads only which is the sole focus of this assignment. Also it includes the name of the
website of the brand which is to be visited by the user who clicks on their ads.

CAMPAIGN LEVEL SETTINGS

In campaign level settings, the first step is to give a proper name to the campaign. Here, I have used
the name ‘JC’s Designer Collection’ as the main business idea of the brand is to promote their designer
clothes and hence this name is used.

The location that is selected for the campaign is Mumbai city. The reason for selecting only this
location is that the brand currently has its store in Mumbai only and it has not yet started its online
store. Hence the ad is only relevant to people living in or regularly coming to the city of Mumbai, as
only these people would be interested in visiting the store. Also none of the locations within the city
are excluded from viewing the ads.

The most commonly spoken languages in Mumbai are English, hindi and marathi, hence the ads will
be shown to people speaking or using all these languages.
The total monthly budget for GSN campaigns allocated by the brand is Rs. 9500. The daily budget of
Rs. 300 is calculated by dividing monthly budget by the average number of days per month i.e. 30.4
days. Also the brand has identified that the above daily budget is sufficient to bring the required amount
of traffic on its website as they feel that they would have good quality score of their website due to the
quality content used in the website. Thus good quality score would enable the brand to use the above
set daily budget of Rs. 300.

The bidding strategy selected for this campaign is manual CPC as this is the most appropriate strategy
to the achieve the campaign objective of increasing the website traffic. In this method, google would
charge the brand for every click made by the user on the brand’s ad irrespective of whether the user is
new or repeat.
It has been identified that mostly people in Mumbai search for such products during lunch breaks and
after their office hours. Hence, the most productive period for running the ad would be between 12
noon and 10 pm for all the days of the week.

CREATION OF AD GROUPS

For JC’s Designer Collection campaign, two ad groups have been created viz. Designer wear for Men
and Designer wear for Women. Different types of keyword are used for both the ad groups so that
maximum traffic is obtained. Three types of keywords such as broad match, phrase match and exact
match are used in these ad groups. Broad match is used mostly as it can show the ad to all the searches
made by users which have somewhat similar meanings to the mentioned keywords. Certain phrase
match type keywords such as Designer, Indian wear, wedding clothes, etc are used as users may attach
different words or phrases before or after these keyword as per their requirement and thus google must
display the brand’s ad for such searches. Similarly certain keywords are used through exact match, for
example ethnic wear. Google will only show the ad when the user types the exact words.

CREATION OF ADS

In this step, the ads are actually created by specifying the landing URL, Headline of the ad and a brief
description of the product displayed in the ad. The above screenshot shows the ad for the first ad group
i.e. Designer wear for men. The text in blue colour is the headline of the ad which mentions the
following: “Men’s Designer Clothes | Designer Outfits at Best Price | Exclusive Creations”. The
description given for this ad is to highlight the various types of clothes that are available at the store
which can be viewed through the website.

Similarly, the next screenshot is of the ad for the second ad group on Designer wear for Women. It has
the headline of : “ Women’s Designer clothing | Classy Premium Outfits | Exclusive Collection”.
Once the both the ads are made, the process of ad creation is completed. In the last step, one can see
the message (visible in the screenshot) saying ‘Congratulations! Your campaign is ready’. It also shows
a small summary of the campaign level settings such as start date of ad, campaign budget, location of
display of ad, campaign goals and user’s language. It also shows the various ad groups created in the
campaign along with the keywords and ads of each ad group.
VALUE ADDED STRATEGIES

EXTENSIONS

Adding extensions to the ad gives more visibility and credibility to the ad. Also it helps in gaining
prominence in the search results page. Extensions often help in getting more users to our website. Thus
using appropriate extensions is important to generate more traffic. However, one must ensure that they
do not overuse extensions as unwanted extensions may not impress the viewer of the ad.

1. Call Extension: Call extension is provided so that the ad directly takes to the company calling
page and creates a hassle free and convenient experience for customer.

2. Callout Extension: This extension is used to highlight the limited period features about the
product or brand. This is basically used to gain the customer’s attention towards the product.
DKI

Dynamic Keyword Insertion (DKI) is a feature provided by Google Ad words to dynamically insert a
keyword that is most relevant to the ad which is to be displayed in GSN campaign. DKI helps to
increase the quality score and also bypass the character limit set by google. Thus it increases the
relevancy of the ad.

DKI used in the first ad are ‘Men’s designer clothes’ and ‘Designer’ as these are the most relevant
words for this ad as it specifically deals with designer clothes for men.

Similarly, in the above screenshot which is of 2nd ad, the DKI used are ‘Women’s designer clothes’,
‘Classy’ and ‘Premium’.