Optimization Project
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Transcript of 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”
Interviewing the Client
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:
Interviewing the Client
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
Interviewing the Client
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.
Interviewing the Client
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
Google Adwords Campaign Setup Process Before Optimization
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
Google Adwords Campaign Setup Process Before Optimization
SCREEN
SHOT
Campaign Setup
Ad Groups
Google Adwords Campaign Setup Process Before Optimization
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
Google Adwords Campaign Setup Process Before Optimization
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
Google Adwords Campaign Setup Process Before Optimization
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
Google Adwords Campaign Setup Process Before Optimization
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
Optimizing AdWords Account For Getting More Traffic
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
Optimizing AdWords Account For Getting More Traffic
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.
Optimizing AdWords Account For Getting More Traffic
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
Optimizing AdWords Account For Getting More Traffic
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
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
AdWords Accounts Reports
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
Various Campaign Reports as under
AdWords Accounts Reports
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)
Various Campaign Reports as under
AdWords Accounts Reports
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)