optimization project

GOOGLE ADWORDS OPTIMIZATION PROJECT (August 10th 2011 – September 15th 2011)

By: Rahul Modi (AOAP Batch 04 – NIIT IMPERIA)

For Client: Shreyansh Innovations Pvt. LtdFaculty: Priyanka Kapuria

Interviewing the Client

Client Introduction Shreyansh Innovations is a Kolkata based advertising company

which is known for their creative, bold and strategic communications that turns realities into brand, impacting the discerning audience with

an impression that lasts for a lifetime. This company is mainly a huge designing house.

Client Requirements “Having an Online Presence “

“Branding their Company on Internet”“To get calls”

“To add more traffic to their website ““To minimize their weaknesses and maximizing their strengths”


Client Website One of the biggest problem which I found before starting advertising

online was the website of the client in terms of landing page. The client told me that they have intentionally kept their website like

this because it is a part of their marketing strategy. Here is a overview of it:


Client Website However the client told me to design their real state website(for online

advertising) and I finally managed to do so with the help of their Art Director, Marketing Team and Copywriter.

Here is a glimpse of it:

WWW.REALCOMM . I N


The client had a very limited budget. As they were willing to spend two hundred rupees each day which was definitely not enough because the estimated first page bid shown by google for their

keywords ranges between 15-50 rupees per click. So it was a challenge for me to find keywords which I can target with a low bid.


The client did not want to show their ads below 17 years of age group.

In terms of geographic the client wanted to show the ads specifically to west bengal and two-three other states.

Approximately 30 states were excluded for his campaign.

Client Limitation

My Client also did not wanted to show their ads on parked domains, errors pages etc. So all these categories were

excluded using the “site and category exclusion tool”.

Google AdWords Campaign Setup Process Before Optimization

Campaign Name

Campaign Setup

Google Adwords Campaign Setup Process Before Optimization

Designing Company

LocationWest Bengal, Delhi, Maharashtra, Jharkhand, Karnataka.

Approximately 30 states were excluded for this campaign

Language


English

Networks All Available Sites

Devices All Available Devices

Bidding Options Manual Bidding

Budget Rs.200.00/day

Demographic Bidding

Excluded Age: 0-17

Campaign Setup


SCREEN

SHOT

Campaign Setup

Ad Groups


Four Adgroups were created for this campaign namely:

01. Logo Designs

Professional Logo DesignsHigh Quality Logo Design for yourCompany! Call us at 9831415588

www.realcomm.in

Business Logos Get Professional Logos Designed for

Your Company! Call us at 9831415588 www.realcomm.in

Ads

professional logo, logo designing company,business logo, corporate logo, logo

designs.Keyw

ords


Graphic Designing CompanyOne Stop Solution For All Your

Graphic Designing Needs!Realcomm.in/9831415588

Graphic Designing StudioGet Quality Design for your CompanyCall us at 9831415588 to know more!

www.realcomm.in

02. Graphic Designing Company

Ads

graphic design, design company, visiting card, graphic designing

company in KolkataKeyw

ords


Designing CompanyGet Quality Design for your CompanyCall us at 9831415588 to know more!

www.realcomm.in

Brochure Designing AgencyProfessional Brochure Designing

Services! Contact now at 9831415588 www.realcomm.in

03. Brochure

Ad

04. Design Company

brochure, brochure designing, business brochures, design a brochure.

Keyw

ords

Ad

design agencies, design company, designing, design firm.Ke

ywor

ds


SCREEN

SHOT

Ad Groups & Ads

Optimizing AdWords Account

Optimizing AdWords Account For Getting More Traffic

01. Optimizing Ads For Getting More Traffic

All of the ads were modified a little to make it look relevant so that the viewers gets attracted by ads and therefore resulting in a click.

Below is the before and after comparison of the ads.

Professional Logo DesignsHigh Quality Logo Design for yourCompany! Call us at 9831415588

www.realcomm.in

Professional Logo DesignsHigh Quality Logo Designs For YourCompany. Call Us Now For Enquiry!

Realcomm.in/9831415588

Befo

reAft

er


All of the ads were modified similarly to get more clicks. Below is a screenshot of before and after comparison of the ads:

Before After


02. Adding More Keywords & Negative Keywords

Many Keywords and Negative Keywords were added in each of the AdGroups level and also to the campaign level so that the ads could

perform better. “AdWords Keyword” tool was of a great help for finding appropriate keywords.

The following are the keywords and negative keywords which were added to the Logo Designs Ad Group:

Initial Keywords

professional logo, logo designing company,

business logo, corporate logo, logo designs.

Keywords Added LaterWith The Help of “Keywords Tool”

a logo, at logo, business logo design, business logos, Business logos,logo designs. companies logos, corporate logo, create logo, etc.

Negative Keywords: free logo, create free logos, logo designers, logo.com, online logo, logo software, download logo, etc.


Many keywords were added in each of the adgroups and to the campaign itself. An attempt was made to include keywords which

were there in the ad copy so that the ads could appear bold. Here is screenshot of all the Keywords that were added during the

optimization process:

Keywords List


Negative Keywords

Negative Keywords were also added in each of the adgroups and to the campaign itself to reduce unwanted clicks. Here is screenshot of

all the Negative Keywords that were added during the optimization process:s

Steps taken for Improving the Quality Score of the Keywords

The following steps were taken to improve the quality score of the keywords:

01. ClickThroughRate(CTR):

To improve the click through rate I checked each and individual keyword performance. I diagnosed each keywords inside the keywords analysis field

and find out what was the problem. The keywords were made more prominent according to the adwords account structure. I constantly adjust the

bidding manually for each keywords with the help of “first bid estimator” so that our ads could turn up on the first page of google. Special attention was

paid to that keywords which has the potential to convert. “Bid Simulator” tool was also used to check the potential of the keywords that can drive more

traffic to the website.

02. Relevance:An attempt was made to show our ads to the right visitors which has the

potential to convert.

03. Landing Page Optimization:Landing was the one of the factors for improving the quality score. All the ads

were linked to the proper landing page of the website.

AdWords Accounts Reports


Before giving the reports of the optimization project here are some of the additional limitations as follows:

The campaign was stopped for few days as we had crossed the total budget limitations.

The campaign was again started and this time the campaign was targeted to whole of India and with budget 300 hundred rupees per day for gaining

visibility and traffic.

Conversion Tracking and Google Analytics was not installed as the goal was pure branding and awareness on the search and content network. There was

also no feedback form or thank you page on the newly designed website.

As the goal was pure branding and awareness we did not go for rich media ads, image ads, video ads and cpm pricing module because my client wanted

to perform well on the search network.

While searching for keywords i found out there was a huge competition for the keywords where bidding for a keyword ranges between approx. 15-50 per

keywords. And In our case the budget was very limited to 200-300 with multiple ad groups and ads running.

Keywords Quality Score Ranged between 6-10

Various Campaign Reports as under


Total Number of Clicks 1029

Clicks on Search Network 795

Clicks on Display Network 234

Impressions on Search Network 88,465

95,372

Total Number of Impressions 187,578

Impressions on Display Network

Average Position of Ads Ranged between 2 - 4



Total Cost 6578.13

Average CPC 6.73

ClickThroughRate (CTR) Fluctuated between 0.54 – 1.20

Max. number of clicks received geographically

New Delhi(186), Bangalore(126), Mumbai(116),

Pune(100),Calcutaa(88)



Total Number of clicks received on a per day

basis

Monday(124),Tuesday(199),

Wednesday(173), Thursday(134),

Friday(121), Saturday(125),

Sunday(122)

Best Performing Websites on Display Network in terms of impressions

cooltext.com(501),brandsoftheworld.com

(2,585), mail.google.com

(2,409),seeklogo.com(1,725),goodlogo.com(195)

AdWords Accounts Optimization Charts

Clicks VS Cost

Impressions VS Clicks

Average Position VS Average CPC

Live Screenshot of Ads on Google Search Network

AdsKeywords typedIn search query

Ads

Live Screenshot of Ads on Google Search Network

Summary

Huge amount of branding was done on the search and display network as we received approximately two lakhs

Impressions for our ad. Tremendous amount of awarenesswas brought in people.

The ads added a lot of traffic to the website as we received over one thousand clicks for our ads.

We also received few enquires/calls relating to our services.

Overall a huge effort was made to get the best results. Full fledged awareness and branding was done on the

search and display network for Shreyansh Innovations Pvt. Ltd.

Client Testimonials

Dear Rahul,We are fairly satisfied with the performance of the ads

running online. We also received few enquiry/calls relating to our services. Huge traffic was brought in to our website

and it was a good experience for us also in terms of promoting our business online. Overall we are pretty

happy with your efforts.

Wishing U All The Best In Future!

Best Regards!Shreyansh Baid

Business Owner(Shreyansh Innovations)

THANK YOU !

copyright@rahulmodiw: rahulmodionline.blogspot.com

e: [email protected]

optimization project

Documents

company ad

adwords account

campaign level

quality design

advertising company

yourafter company

foryour company

client requirementshaving