Individual Assignment I Google Search Network Campaign

INDIVIDUAL ASSIGNMENT I
GOOGLE SEARCH NETWORK CAMPAIGN
SUBMITTED BY:
NAME: Megha Shah
ROLL NO.: 191333
SUBJECT: Digital Marketing
SECTION: A
SUBMITTED TO:
Prof. Tejas Shah
Faculty, Marketing Area
Institute of Management, Nirma University
Date of submission: 23rd November, 2020

1. CREATING GOOGLE ADS ACCOUNT
Google released My Client Center (MCC) to manage multiple Adwords account in one
account. It is a powerful online tool for the marketing industry to work with several clients
swiftly. Here are the steps used to create a Google Ads account:
Figure 1.1: Google Ads MCC
Visit the official page of MCC in Google Adwords. Click on ‘Create a manager account’ and
enter the email address. Give a name to the account and select any one of the options given in
how you plan to use this account. Thereafter, select the time zone and location. Select the
currency that you want to set to run the campaigns. Accept the terms and conditions to continue,
click on save and your MCC account will be created.
Here is a screenshot of an account being created for the company ‘Sephora’ – which is an
online cosmetics marketplace:
Figure 1.2: Google Ads Account Created

2. SELECTION OF BRAND
For the purpose of creating a Google Search Network Campaign, I have chosen Sephora’s
private label brand – The Sephora Collection.
Figure 2.1: The Sephora Collection Webpage
3. CAMPAIGN OBJECTIVE
The option selected for setting the campaign objective is ‘Create a campaign without a goal’s
guidance’. The reason for selecting this option is that it has highest degree of customization
as compared to all other options. The other options have fixed steps and options which could
potentially limit the reach of this campaign. This step has been illustrated as shown below:
Figure 3.1: Campaign Goal Selection

Since we are creating a Google Search Network Campaign, the campaign type has been as
Search Campaign. This step has been illustrated as shown below:
Figure 3.2: Campaign Type Selection
In this step, desired results from this campaign are to be selected. The Sephora Collection’s
line of products is available exclusively available on Sephora’s own ecommerce website.
Thus, the desired result is to get website visits. This step has been illustrated as shown below:
Figure 3.3: Key Metric Selection
4. CAMPAIGN SETTINGS
Since we are running a Google Search Network campaign., the search network option is
selected. This step has been illustrated as shown below:
Figure 4.1: Campaign Name and Network Settings
Black Friday falls on November 27th, 2020. Therefore, this campaign has been set for a week
before that, i.e, November 20 – 27, 2020. This step has been illustrated as shown below:
Figure 4.2: Campaign Date Settings
The Dynamic Ad Settings for the campaign are set as below:
Figure 4.3: Campaign Scheduling Settings

This Google Search Network campaign has been set for India for English speaking audiences.
This step has been illustrated as shown below:
Figure 4.4: Campaign Location and Language Settings
The audiences for the Black Friday campaign for The Sephora Collection by Sephora include
the following segments: outdoor enthusiasts, family vacationers, nightlife enthusiasts,
shopaholics, bargain hunters, fashionistas, beauty mavens, value shoppers, beauty and
personal care, apparel and accessories, gift and occasions, dating services, social media
enthusiasts, business professionals, event tickets, frequently attend love events, salons, media
and entertainment and seasonal shopping. This step has been illustrated as shown below:
Figure 4.5: Campaign Audience Settings
The budget for this campaign has been set at Rs. 5,000 per day, with a bid on clicks for a max
CPC (Cost Per Click) of Rs. 10. Since Sephora is a very popular brand and black Friday sales
are historically very high, this budget is justifiable and delivers more benefit than cost. This
step has been illustrated as shown below:
Figure 4.6: Campaign Budget and Bidding Settings
For these Search network ads, two sitelink extensions were created – one for the link to The
Sephora Collection website, and the other about a Free Shipping promo code. This step has
been illustrated as shown below:
Figure 4.7: Campaign Sitelink Extension Settings
In order to get more clicks to the ad, one callout extension is created which reads “Hurry
Now!”. This step has been illustrated as shown below:
Figure 4.8: Campaign Callout Extension Settings
5. CREATING AD GROUPS
For this particular Google Search Network Campaign, three ad groups were made based on
the products marketed to the audience. These groups are – makeup, skincare and hair care.
The formation of these groups have been illustrated as shown below:
Ad Group 1 - Makeup
Figure 5.1: Ad Group 1 Settings

Ad Group 2 - Skincare
Ad Group 3 – Hair care

6. KEYWORD SELECTION
The Keywords for each of these ad groups were used by entering the product category
website link in Google Keyword Planner and analyzing the keywords and metrics generated.
This step has been illustrated as shown below:
Ad Group 1 - Makeup
Figure 6.1: Ad Group 1 Keyword Ideas

Ad Group 3 - Hair care
7. CREATING ADS
The Google Search Network Ads for this particular campaign are created by entering the
headlines and description for the ad. For each of the ad groups, 2 ads have been created. This
step has been illustrated as shown below:
Ad Group 1 - Makeup
Ad 1:
Figure 7.1: Ad Group 1 Ad 1 Settings Figure 7.2: Ad Group 1 Ad 1 Preview

Ad 2:
Figure 7.3: Ad Group 1 Ad 2 Settings Figure 7.4: Ad Group 1 Ad 2 Settings
Ad 1:

Ad 2:
Ad Group 3 – Hair Care

Ad 1:

Ad 2:
Review:
Following all of these settings, the Google Ads algorithm forecasts that the campaign would
get 992 clicks per day at a cost of INR 4,978.16 per day. Since the campaign has been set for
a 7-day period, total clicks would be 6,944 and total cost would be INR 34,847.12. This has
been illustrated as follows:
8. VALUE ADDED STRATEGIES

Few value added strategies used in order to make this campaign more successful are:
• Free shipping coupon code in site extension – With black Friday falling right before the
wedding season begins in India, there are sure to be many shoppers. Makeup, skin care
and hair care products are a necessity for all of the many occasions, and also make for
great gifts to relatives. Thus, free shipping will definitely entice people to purchase more.
• Using only 2 site extensions – While using fewer site extensions may seem to be a bad
idea, the reason is to ensure a decluttered ad and that a few keywords like Black Friday
offers and Free Shipping stand out.
• Max CPC to be used is set at Rs. 10.00, since the forecast bid is less than that for each of
the ad groups.

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INDIVIDUAL ASSIGNMENT I

GOOGLE SEARCH NETWORK CAMPAIGN

Date of submission: 23rd November, 2020

Figure 1.1: Google Ads MCC

Figure 1.2: Google Ads Account Created

Figure 2.1: The Sephora Collection Webpage

Figure 3.1: Campaign Goal Selection

Figure 3.2: Campaign Type Selection

Figure 3.3: Key Metric Selection

Figure 4.2: Campaign Date Settings

The Dynamic Ad Settings for the campaign are set as below:

Figure 4.3: Campaign Scheduling Settings

Figure 4.4: Campaign Location and Language Settings

Figure 4.5: Campaign Audience Settings

Figure 4.7: Campaign Sitelink Extension Settings

Figure 5.1: Ad Group 1 Settings

Figure 5.2: Ad Group 2 Settings

Ad Group 3 – Hair care

Figure 5.3: Ad Group 3 Settings

Figure 6.1: Ad Group 1 Keyword Ideas

Figure 6.2: Ad Group 2 Keyword Ideas

Figure 6.3: Ad Group 3 Keyword Ideas

Figure 7.1: Ad Group 1 Ad 1 Settings Figure 7.2: Ad Group 1 Ad 1 Preview

Figure 7.3: Ad Group 1 Ad 2 Settings Figure 7.4: Ad Group 1 Ad 2 Settings

Figure 7.5: Ad Group 2 Ad 1 Settings Figure 7.6: Ad Group 2 Ad 1 Preview

Figure 7.7: Ad Group 2 Ad 2 Settings Figure 7.8: Ad Group 2 Ad 2 Preview

Ad Group 3 – Hair Care

Figure 7.9: Ad Group 3 Ad 1 Settings Figure 7.10: Ad Group 3 Ad 1 Preview

Figure 7.11: Ad Group 3 Ad 2 Settings Figure 7.12: Ad Group 3 Ad 2 Preview

8. VALUE ADDED STRATEGIES

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