SEM: Live Project

SEM & Display

Q1: Your campaign problem statement and information provided (Budget provided,
Campaign objective)
• The campaign was to increase the awareness of UpGrad Education, to build the Brand UpGrad in
the Online Educational Sector. The basic Objective of the Campaign was to get Quality Traffic to
UpGrad Blog’s website page (Get maximum people on the landing page with Good CTR).
• UpGrad blog is an initiative by UpGrad where educational experts provide extensive information
regarding various job roles and sectors in which UpGrad is providing courses for Upskilling.
• The Blog Title which I was asked to promote was:
o Blog Topic: Top 17 Data Analyst Interview Questions and Answers
o Blog Link: https://www.upgrad.com/blog/data-analyst-interview-questions-and-
answer/?utm_source=dm_liveproject&utm_medium=liveproject
• Campaign Budget:
• For search campaign Rs 500/- for a run of 5 days i.e. Rs 100/- per day.
• For Display Campaign Rs 1300/- for a run of 5 days i.e. Rs 260 per day.
 Q2: Here you need to list out the keywords which you have used in the search campaign.
You need to justify the reason behind choosing these keywords.
Search
keyword Quality
Search keyword match type Campaign Ad group score Avg. position
ba interview questions Broad 496657-Search Top Data Analyst Interview Questions 6 1.22
data analytics Broad 496657-Search Search - Data Analyst Interview 7 1.96
Interview Questions for Data Analyst Broad 496657-Search Top Data Analyst Interview Questions 7 1.26
data science interview questions pdf Broad 496657-Search Search - Data Analyst Interview 8 1
financial analyst interview questions Broad 496657-Search Search - Data Analyst Interview 8 1.12
Interview Questions for Data Analyst Broad 496657-Search Search - Data Analyst Interview 8 1.38
Data Analyst Interview Questions Exact 496657-Search Search - Data Analyst Interview 9 1
Data Analyst Interviews Broad 496657-Search Search - Data Analyst Interview -- 0
data scientist interview questions Broad 496657-Search Search - Data Analyst Interview -- 1.29
Important Questions for Data Analyst Interviews Exact 496657-Search Search - Data Analyst Interview -- 0
Important Questions for Data Analyst Interviews Exact 496657-Search Top Data Analyst Interview Questions -- 0
Top Data Analyst Interview Questions Exact 496657-Search Top Data Analyst Interview Questions -- 0
Top Data Analyst Interview Questions Exact 496657-Search Search - Data Analyst Interview -- 0
Top Interview Questions for Data Analyst Exact 496657-Search Top Data Analyst Interview Questions -- 0
Top Questions for Data Analyst Interviews Broad 496657-Search Search - Data Analyst Interview -- 0

Since the blog title was to provide insights to Data Analyst aspirants on How go about the interviews while applying for
a Data Analyst role, I choose all the Keywords highlighting Data Analysts and Interviews for the Search Ads. People
Searching Data Analytics Interviews would be buzzed with the Ad as per the above mentioned Keywords.
Q3: What approach/steps would you take to increase the Quality Score of a low-performing Keyword? Mention atleast
two steps.

• Below are the low performing keywords in terms of Quality Score:

Search keyword match Quality Avg.

Search keyword type Campaign Ad group score position
Top Data Analyst Interview
ba interview questions Broad 496657-Search Questions 6 1.22
Data analytics Broad 496657-Search Search - Data Analyst Interview 7 1.96
Interview Questions for Data Top Data Analyst Interview
Analyst Broad 496657-Search Questions 7 1.26

• Introduction of Negative Keywords could have helped.

• The Keyword “BA Interview Questions” could have been more elaborated as
Business Analyst Interview Questions”. Making the Keywords more precise
improves the Quality Score.
Q4: Here you need to share the screenshot of search campaign summary (including your search ad copy).
 Q5: Here you need to share the screenshot of search campaign result summary.

Clicks Impr. CTR Avg. CPC Cost Search impr. share

134 1,190 11.26%Rs. 4.09 Rs. 548.28 15.34%
 Q6: Here you need to list out the keywords which you have used in the display campaign. You need to justify the
reason behind choosing these keywords.
Audience Type Keyword Ad group
Data analyst interviews Custom intent audience Interview Questions for Data Analyst Top Data Analyst Interview Questions
Data Analyst1 Custom affinity audience Data Science Top Data Analyst Interview Questions
data analyst jobs Custom intent audience: auto-created Big Data Analyst Top Data Analyst Interview Questions
Data Analyst interview blog Custom intent audience Data Analyst Interview Tips Top Data Analyst Interview Questions
Data analyst Custom intent audience Data Analyst Interviews Top Data Analyst Interview Questions
data analytics training and certification Custom intent audience: auto-created Big Data Top Data Analyst Interview Questions
data science Custom affinity audience Data Analyst Top Data Analyst Interview Questions
Big Data Analyst Custom affinity audience
data science students Custom affinity audience
data enthusiasts Custom affinity audience
IT & Technical Jobs In-market audience
careers in data science Custom intent audience: auto-created
Enterprise Software In-market audience
big data solutions Custom intent audience: auto-created
Data Analyst Audience Custom intent audience
Data Analyst -Interview Custom intent audience
Network Systems & Services In-market audience
Data Analysts Custom intent audience
data analysis Custom intent audience: auto-created
Data Analyst Interview Questions Custom intent audience
Business Education In-market audience
Data Analyst Interview Custom intent audience

Since the Display Ads cater to a combined set of Audience and Keywords, the same was build around the basic
keywords of Data Analyst Audience, with preference on those who are focussing on making a career movement
towards Data Analyst / Data Science. Using more customised audience provides an option to target specific Keyword as
per the defined audience.
Q7: Here you need to share the screenshot of your display campaign summary.
Q8: Here you need to share the screenshot of display campaign result summary
Clicks Impr. CTR Avg. CPC Cost Display Impr. Share
239 19,378 1.23%Rs. 6.74 Rs. 1610.86 64.36%
Q9: Here you need to share the screenshot of the display ad which you had created.
Q10: You are running an ad campaign to increase awareness for the website and bring in more quality traffic. The
metrics to track are Impressions, Clicks, Search Impression Share and Click through Rate (CTR). Now, assuming that the
industry average CTR for your industry is 2% and yours is lower than that. What are the possible actions that you can
take to improve the CTR? Mention atleast two actions.

• A low CTR means that the Ad is being viewed by the audience but they are not interested in the
same and hence do not wish to further click and browse the web page to understand the
product / brand offerings. To improvise this metric we can do the following actions:
• Improvise on the Keywords and Ad Copy with proper Targeting, the keywords and ad copy has to be
more relevant with the Target Group.
• Include Ad Extensions to get more visibility. An Ad Extension can provide more info apart from the
basic keyword and ad copy which results in better CTR.
 Q11: Identify at least three possible websites where your display ads for your blog should run and also give reasons
for the same.
Website
https://www.glassdoor.co.in/Salaries/data-analyst-salary-SRCH_KO0,12.htm
https://in.linkedin.com/jobs/data-analyst-jobs-mumbai-area-india
https://www.naukri.com/data-analyst-jobs-in-mumbai
Website Detail Reason
Glassdoor is an excellent website to read about
Job reviews, company reviews, profile reviews
and there are ample number of Blogs for the
same, Hence I Selected a webpage of Data
Glassdoor
analyst salaries where in my target audience
(who is looking ahead for Opportunities in Data
Analyst) would be buzzed with my Blog for the
same.
Indeed Job Search ranks number 2 on SEO for
Data Analyst Jobs, hence the TG would be active
Indeed Job Search
on the this side. This would increase the
effectiveness of the Ad.
As the above Job Search is number 2, Naukri.com
is India's most preferred Job Hunting Portal (SEO
Rank 1), hence using this specific URL where TG
Naukri
would be applying for jobs of Data Analyst, the
effectiveness of the display ads increases for the
same.
Q12: Describe your approach to search and display campaign in 250 words or less. Discuss what target audience you
have identified for your landing page and how you have approached targeting, campaign structure and your ad copy.
(Your description must include which blog and location you were assigned.)
Search Campaign:
In Search campaign, the focus was to create Keywords that would be more relevant with my Target Audience, using
broader and exact match types I could optimize my Keywords for the specific audience who is looking out for
Opportunities of Data Analyst in India. Hence, the use of Data Analyst Interviews and Interview Tips for Data Analyst have
been the core keywords in the Search Ad Copy the Ad copy and keywords had to be an exact reflection of my blog page
that I had to promote. While creating Ad copy the headlines and images were align to the blog topic making it more
relevant for the Target Audience. Using sitelink extensions is important for the search ads as it helps in improving the
significance of the Ad.
Display Campaign:
Display campaigns are different from the search campaigns, the Audience and Keywords have to be in conjunction for the
same to run as here the audience is not searching any keyword, but he /she is being targeted to see the ad on a particular
website. Hence, I had to select the appropriate target audience for whom the ads could have been relevant. The display
ad copy also had headlines and description that had to be precise with the blog page and have significance with the
keywords that target audience look for. Since Google Ads use contextual targeting for placement of ads in the Display
network it becomes important that appropriate set of keywords are used for better ad placement.