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. Ltd
Faculty: 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:

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Client Limitation

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

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.

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.

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

Google Adwords Campaign Setup Process Before Optimization

Campaign Setup

Campaign Name Designing Company

West Bengal, Delhi,
Location Maharashtra,
Jharkhand,
Karnataka.

Approximately 30
states were excluded
for this campaign


Campaign Setup

Language English

Networks All Available Sites

Devices All Available Devices

Bidding Options Manual Bidding

Budget Rs.200.00/day

Demographic
Excluded Age: 0-17
Bidding


Campaign Setup

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Ad Groups

Four Adgroups were created for this campaign namely:

01. Logo Designs

Professional Logo Designs
High Quality Logo Design for your
Company! Call us at 9831415588
www.realcomm.in
Ads

Business Logos
Get Professional Logos Designed for
Your Company! Call us at 9831415588
www.realcomm.in
Keywords

professional logo, logo designing company,
business logo, corporate logo, logo
designs.


02. Graphic Designing Company

Graphic Designing Company
One Stop Solution For All Your
Graphic Designing Needs!
Realcomm.in/9831415588
Ads

Graphic Designing Studio
Get Quality Design for your Company
Call us at 9831415588 to know more!
www.realcomm.in
Keywords

graphic design, design
company, visiting card, graphic
designing company in Kolkata


03. Brochure

Brochure Designing Agency
Professional Brochure Designing

Ad
Services! Contact now at 9831415588
www.realcomm.in

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

04. Design Company

Designing Company
Get Quality Design for your Company
Ad

Call us at 9831415588 to know more!
www.realcomm.in
Keywords

design agencies, design
company, designing, design firm.


Ad Groups & Ads

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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.


Before
High Quality Logo Design for your
Company! Call us at 9831415588
www.realcomm.in

High Quality Logo Designs For Your
After

Company. Call Us Now For Enquiry!
Realcomm.in/9831415588


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 Keywords Added Later
With The Help of “Keywords Tool”
professional logo,
logo designing company, a logo, at logo, business logo
business logo, design, business logos, Business
corporate logo, logos,
logo designs. 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 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

Negative Keywords

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.


Various Campaign Reports as under

Keywords Quality Score Ranged between 6-10

Total Number of Clicks 1029

Total Number of Impressions 187,578

Clicks on Search Network 795

Clicks on Display Network 234

Impressions on Search Network 88,465

Impressions on Display Network 95,372



Average Position of Ads Ranged between 2 - 4

Total Cost 6578.13

Average CPC 6.73

Fluctuated between
ClickThroughRate (CTR)
0.54 – 1.20

New
Delhi(186), Bangalore(
Max. number of clicks
126), Mumbai(116), Pu
received geographically
ne(100),
Calcutaa(88)



Monday(124),
Tuesday(199),
Total Number of clicks Wednesday(173),
received on a per day Thursday(134),
basis Friday(121),
Saturday(125),
Sunday(122)

cooltext.com(501),
Best Performing Websites brandsoftheworld.com
on Display Network in (2,585), mail.google.co
terms of impressions m
(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

Ads
Keywords typed
In search query

Live Screenshot of Ads on Google Search Network

Ads

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 awareness
was 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@rahulmodi
w: rahulmodionline.blogspot.com
e: rahulmodionline@gmail.com

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