Digital Marketing: Individual Assignment

Digital Marketing
Individual Assignment
Google Search Network Campaign

for
Submitted to: Prof. Tejas Shah

Date of Submission: 23/11/2020
Submitted by:
Name: Sakshi Tibrewala

Roll No: 191149
Section: A
Batch: MBA – FT (2019-2021)
Table of Contents
1. Creating a Google Ads Account ........................................................................................ 3
2. Selection of a brand ........................................................................................................... 3
3. Objective ............................................................................................................................ 3
4. Campaign Level Objectives ............................................................................................... 4
a. Goal................................................................................................................................ 4
b. Networks ........................................................................................................................ 4
c. Location ......................................................................................................................... 4
d. Languages ...................................................................................................................... 4
e. Audiences ....................................................................................................................... 5
f. Sitelink Extension ........................................................................................................... 6
5. Creating Ad Group ............................................................................................................ 6
6. Keyword Selection ............................................................................................................. 7
7. Creating Ads .................................................................................................................... 10
8. Additional Extensions ...................................................................................................... 12
Page 2 of 12
Google Search Network Campaign for Zomato
1. Creating a Google Ads Account
Google Ads account created as a part of My Client Center to manage multiple brand accounts
under a common head.
2. Selection of a brand
The brand selected here is Zomato for its high traffic & online presence that can help me to
add multi-level features to my Ads.
3. Objective
The core objective of the campaign will be to drive users to the website & the app and expose
themselves to Zomato’s content for both exploring & ordering. Thus the campaign objective
will be Website Traffic. I believe Zomato’s content will be the point of sale/conversion, so
the other objectives like Leads, Sales, etc will not prove very beneficial. The secondary
Page 3 of 12
objectives for the app like signing up, reviewing, subscription, etc can be a follow up for the
online visitors.
4. Campaign Level Objectives
Campaign Name: Traffic-Mumbai
a. Goal: Increase & enhance website traffic
b. Networks: Only Search network
c. Location: Specific to Mumbai
d. Languages: English, Hindi for the regional audience
Page 4 of 12
e. Audiences: Being a food delivery app + information search portal, the audience
I have selected is based on their behaviour towards such sites and affinity to
dining out, foodie, restaurant delivery, etc. The audiences are inclusive i.e. not
confined to any selected behaviour. Thus, I have chosen the observation strategy
where similar audiences can also be targeted.
Page 5 of 12
f. Sitelink Extension: I have added multiple sitelink extensions for Zomato
website linking to Best of Mumbai, Newly Opened, Online Delivery, Nightlife
in Mumbai, etc.
5. Creating Ad Group
The targeted ad groups for the brand will be:
a. Explore (Mumbai): Here the audience will be for the audience seeking the
information side of Zomato where users can compare, search and explore
nearby restaurants, pubs, cafes.
b. Food Delivery (Mumbai): The targeted audience here will be the users who
wish to order food online through the Zomato portal and the app.
Page 6 of 12
6. Keyword Selection
Keywords that I have selected are inspired from the keyword planner feature provided by
Google Ads. I have filtered them on the basis of monthly searches, bid amounts & level of
competition.
Keyword Ideas for Ad Group 1: Explore
Adding to these keywords my final list is as follows incorporating the phrase match, BMM &
BMM modifier techniques:
Page 7 of 12
Keyword Ideas for Ad Group 2: Food Delivery
Adding to the above keyword suggestions, the final targeted words are:
Page 8 of 12
For further analysis, I researched keywords for the F&B category on www.ubersuggest.com
and received the following ranking:
This research added to my final analysis and additional keyword suggestions that are
appropriate for the search ad.
With more budget in place, we can also target specific brands of restaurant chains.
Page 9 of 12
7. Creating Ads
Ad for Ad Group 1: Explore
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Ad for Ad Group 2: Food Delivery
Page 11 of 12
8. Additional Extensions
In addition to the Sitelink extension, I have added an App Extension to encourage downloads
for the Zomato App.
The Ads are now published
Page 12 of 12

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Digital Marketing

Google Search Network Campaign

Submitted to: Prof. Tejas Shah

Name: Sakshi Tibrewala

1. Creating a Google Ads Account ........................................................................................ 3

2. Selection of a brand ........................................................................................................... 3

4. Campaign Level Objectives ............................................................................................... 4

f. Sitelink Extension ........................................................................................................... 6

5. Creating Ad Group ............................................................................................................ 6

6. Keyword Selection ............................................................................................................. 7

7. Creating Ads .................................................................................................................... 10

8. Additional Extensions ...................................................................................................... 12

1. Creating a Google Ads Account

4. Campaign Level Objectives

Campaign Name: Traffic-Mumbai

a. Goal: Increase & enhance website traffic

b. Networks: Only Search network

c. Location: Specific to Mumbai

d. Languages: English, Hindi for the regional audience

The targeted ad groups for the brand will be:

Keyword Ideas for Ad Group 1: Explore

Ad for Ad Group 1: Explore

The Ads are now published

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