PM Minor Project 2: Google Ads Mastery - beatXP Media Planning
Performance Marketing
Kriti Raj
List of Tasks
Task 1: Google Ads Campaign Proposal
Task 2: Mock-up Campaign Creation
Task 3: Google Ads Manager Simulation
How to copy this PPT Template: Watch a Demo Video
PM Minor Project 2: Google Ads Mastery beatXP Media Planning
Hi there, Super Star!
It's me, Captain Spark, your friendly project pal! I'm here to help you every step of the way. Let's make this project amazing together! ππ«
Task 1: Google Ads Campaign Proposal
Let's dive into some fun research. Your mission is to explore the wearable electronic gadgets and accessories market. Keep an eye out for the latest trends, see what our competitors are up to, and spot opportunities for beatXP, especially those cool smartwatches. Excited to see what you find!
Happy researching! ππ΅οΈββοΈπ
Minor Project for Performance Marketing | ||
Task 1 | ||
Part 1: Market Research | ||
Official Website | | |
Their last post on instagram was on 7/10/24 which was almost 6 months back. They must be more consistent on the platform as this is where most of their target audience is spending their time. Their seem to be some posts which were run as ads and we can see good engagement on those posts. Rest were average. | ||
NA | ||
YouTube | | |
Last post was on 15th Aug '24. They haven't been active on fb for almost a year. Engagement rate on fb was low as well which could be why they haven't been active on the platform. | ||
Product Offerings | Smartwatches Treadmill Exercise bike Dumbells Stepper Protein shaker body massagers Weighing scales Electric toothbrushes Wireless earbuds | |
Business Model | D2C, B2C | |
USP | Quality products at affordable prices | |
Price | Low to mid range | |
How does this brand build trust? | Positive reviews, 7 days Service Centre Replacement, 1 yearb warranty, EMI option | |
Selling Channels | Own website, e-commerce platforms (amazon, flipkart, etc) | |
| | |
Competitor Research | | |
Brand Name | Boat | |
Website | | |
Product Offerings | Smartwatches Earphones Earbuds Speakers Car Accessories Soundbars Trimmers | |
Business Model | B2C, D2C | |
Target Customers | Age: 20-40 Location: Tier 1 & 2 cities Male/Female Upper Middle Class | |
USP | High-quality audio products at affordable prices. Focus on audio products, low prices | |
Price | Low to Mid range | |
How does this brand build trust? | Aman Verma's personality, 7 day replacement, 1 year warranty, lot of positive reviews | |
Selling Channels | Own website, e-commerce platforms (amazon, flipkart, etc)m quick commerce (blinkit) | |
Task 1: Google Ads Campaign Proposal
This time, your task is to define the target audience for beatXP's Flare Pro Smartwatch. Think about who they are - their age, where they're from, what they're into, and how they behave online. Paint a picture of who would love this smartwatch the most. Can't wait to see your insights!
Happy profiling! ππ₯π
Target Audience | |
Demographics: | |
Age | 20-40 |
Location | Tier 1 cities |
Gender | Male/Female |
Family status | Upper Middle Class |
| |
Interests/Affinity Audience | |
Gymming | |
Fitness Enthusiast | |
Techie/ gadget lover | |
| |
Pain Points | |
Finding trendy fitwear on a budget | |
Getting accurate gadgets and machines required for fitness | |
Body massagers in a budget | |
| |
Buying Behaviour | |
Rich and has disposable income | |
Easily influenced by latest trends | |
Makes buying decisions quickly | |
Needs value for money health products | |
| |
In Market Audience | |
Target people searching for the following: | |
Smartwatches | |
Task 1: Google Ads Campaign Proposal
Your next task is all about keywords. Your mission is to hunt down those relevant and high-impact keywords that'll bring a crowd to beatXP's website, focusing on the Flare Pro Smartwatch. Think about what customers might type into their search bars. Uncover those magic words that will connect them to our awesome smartwatch. Eager to see the keywords you come up with! Happy keyword hunting! πππ
Keyword Research | ||||
Keyword | Avg Monthly searches | Competition | Lowest bid | Higheest bid |
smartwatches | 1K β 10K | High | βΉ1.50 | βΉ5.10 |
hd display | 100-1K | Low | - | - |
bluetooth calling | 100-1K | Low | - | - |
sport modes | 100-1K | Low | - | - |
health monitoring | 100-1K | Medium | 1.74 | 91.20 |
spo2 monitor | 1K-10K | High | 1.20 | 3.96 |
step tracking | 1K-10K | High | 1.82 | 14.82 |
heart rate monitor | 1K-10K | High | 1.11 | 11.29 |
sleep tracking | 1K-10K | High | 1.15 | 34.80 |
menstrual tracking | 1K-10K | Low | 1.79 | 12.72 |
smartwatch | 1M-10M | High | 1.45 | 4.05 |
smart watch | 10K-100K | High | 1.47 | 5.31 |
best smartwatch | 10K-100K | High | 1.76 | 4.64 |
smart watch women | 1K-10K | High | 1.81 | 7.85 |
smart watches for men | 100K-1M | High | 1.61 | 6.64 |
android watch | 10K-100K | High | 0.75 | 2.32 |
android smartwatch | 10K-100K | High | 0.73 | 3.53 |
best sleep tracker | 100-1K | High | 1.74 | 84.98 |
best smartwatch for android | 1K-100K | High | 1.74 | 11.12 |
fitness watches | 1K-100K | High | 1.76 | 16.36 |
Best smart watches | 1K-100K | High | 1.72 | 4.94 |
Task 1: Google Ads Campaign Proposal
Next, your task is to craft some really compelling ad copies for Search and Display Google Ads. Think catchy, engaging, and irresistible - words that make people want to know all about beatXP's Flare Pro Smartwatch. Unleash your creativity and let those ideas flow. I'm super excited to see what amazing ad copies you come up with! Let's make these ads sparkle! πβοΈπ¨
Google Ad copies | |||
Search Ad | |||
Sr No. | Headline/description | Text length | Text |
1 | Headline | 20 | Flare Pro Smartwatch |
2 | Headline | 16 | 1.39β HD Display |
3 | Headline | 25 | One-tap Bluetooth Calling |
4 | Headline | 16 | 100+ sports mode |
5 | Headline | 22 | 24X7 health monitoring |
6 | Headline | 15 | Best Smartwatch |
7 | Headline | 22 | Smartwatch in a budget |
8 | Headline | 24 | Buy smart watches online |
9 | Headline | 19 | Smartwatch for men |
10 | Headline | 20 | Smartwatch for women |
11 | Headline | 26 | Fitness tracker smartwatch |
12 | Headline | 24 | Smartwatch at best price |
13 | Headline | 20 | Smart Watches Online |
14 | Headline | 28 | Discover Perfect Smart watch |
15 | Headline | 31 | Smart watch with period tracker |
16 | Description | 57 | Buy From An Incredible Range of smartwatches from beatXP. |
17 | Description | 53 | Buy Flare Pro Smart Watches online for men and women. |
18 | Description | 84 | Shop now to avail βFree Shipping β1 year warranty β7-days Service Center Replacement |
19 | Description | 94 | India's No.1 smart watch brand with 100+ sports mode, seamless bluetooth calling and much more |
Task 1: Google Ads Campaign Proposal
Your next mission is to play the role of a budget master. With a cool 50 Lakh INR at your disposal for our 6-month campaign, your task is to figure out how to spread this treasure chest. Think about the best ways to allocate funds across different ad groups, campaign phases, and types. This is your chance to show how you'd make every rupee count for the Flare Pro Smartwatch campaign. Let's budget like a boss! ππΌπ°
Budget Allocation | |||
Total Budget | 50 Lakhs | ||
Time Frame | 6 Months | ||
Total Budget as per Funnel stage | | ||
Awareness | Consideration | Conversion | Justification |
15 L | 20 L | 15 L | A balanced budget allocation aligns with the conversion funnel, prioritizing mid-funnel engagement. |
Total Budget per campaign | |||||
Awareness | Budget | Consideration | Budget | Conversion | Budget |
Display | 7.5L | Search | 10 L | Search | 6.5L |
Video | 7.5L | Display | 5 L | Remarketing | 6.5L |
| | Video | 5 L | Shopping | 2L |
Ad groups per campaign | |||||
Awareness | Consideration | Conversion | |||
Display Campaign: | Video Ads: | Search Ads: | Display Ads | Search Ads | Remarketing Ads: |
General Brand Awareness | Product Features Showcase | High-Intent Keywords ("Best Smartwatch for Fitness") | Retarget engaged users | Purchase Intent Keywords ("Buy beatXP Flare Pro Online") | Abandoned Cart Users |
Fitness & Health Enthusiasts | Influencer Endorsements | Comparison Keywords ("beatXP vs Apple Watch") | Price Discounts & Offers | Branded Keywords ("beatXP smartwatch price") | Past Purchasers for Upselling |
Competitor Brand Audience | Lifestyle & Daily Use Cases | Feature-Based Keywords ("Smartwatch with Bluetooth Calling") | | | Seasonal Promotions & Limited-Time Offers |
Task 1: Google Ads Campaign Proposal
Let's break down our campaign into three exciting phases: Awareness, Consideration, and Conversion. Your mission is to map out how each phase will unfold. Start with creating buzz and getting people to know about the Flare Pro Smartwatch. Then, lead them to consider why it's the perfect choice for them. And finally, guide them towards making that awesome decision to buy it. Let's make this campaign a winner! πππ―
Campaign Phases | Campaign Number and Types | | |||
| Awareness | Consideration | Conversion | Justification |
Objective | Increase brand visibility and reach potential customers. | Drive website traffic and product engagement. | Maximize sales and retarget potential buyers. | |
Campaign Types | Display Campaign | Search Campaign | Search Campaign | Each campaign type is aligned with its respective phase based on user intent and best practices in digital marketing. |
Video Campaign | Display Campaign | Remarketing Campaign | ||
| | | Shopping Campaign | |
Task 1: Google Ads Campaign Proposal
Let's dive into the world of Google ads. Your mission is to decide on the number of campaigns we'll run and pick the types of ads we'll use - think Search, Display, Discovery, and Video. It's like choosing the perfect set of tools for our mission. Think about which types will best showcase the Flare Pro Smartwatch and catch our audience's eye. Let's make our ad strategy shine! πππ₯π₯οΈ
Campaign Phases | Campaign Number and Types | | |||
| Awareness | Consideration | Conversion | Justification |
Campaign Types | Display Campaign | Search Campaign | Search Campaign | Each campaign type is aligned with its respective phase based on user intent and best practices in digital marketing. |
Video Campaign | Display Campaign | Remarketing Campaign | ||
| | | Shopping Campaign | |
Ad Formats | Banner Ads | Responsive Search Ads | Search Ads | |
YouTube Ads | Retargeting Ads | Dynamic Retargeting Ads | ||
| | | Shopping ads | |
Task 1: Google Ads Campaign Proposal
Let's get into the nitty-gritty of our campaign. Your mission now is to outline all the important campaign details. Start by setting a clear objective for our campaign. Then, think about who we want to target and where our ads will make the most impact. Don't forget about choosing the right formats to really show off the Flare Pro Smartwatch. This is your chance to paint the big picture of how our campaign will look and feel. Let's detail out a campaign that's as awesome as you are! ππ―ππ
Awareness | |||
| Objective | Target Audience | Where to show ads |
Display Ads | Increase brand visibility by showing ads on various websites on google display network | Target audience whose affinity lies in fitness, watches, etc or lie in the target demographics | Show ads on the google display network |
YouTube Ads | Create more brand awareness by showing video ads to audience. | Target audience whose affinity lies in fitness, watches, etc or lie in the target demographics | Show ads on YouTube and GDN. |
Consideration | |||
| Objective | Target Audience | Where to show ads |
Responsive Search Ads | Drive website traffic and product engagement | People who are searching for smartwatches | Google Search results page (SERP) |
Retargeting Ads | Re-engage audiences who have visited the website or shown interest in the product. | People who have visited the website, or added the product to cart | Show ads on the google display network |
Conversion | |||
| Objective | Target Audience | Where to show ads |
Search Ads | Get more website traffic | Based on keywords (buy smartwatches) - target search intent keywords. | Google Search results page (SERP) |
Dynamic Retargeting Ads | Get more sales | People who have added the product to cart and abandaned. | Show ads on the google display network |
Shopping ads | Get more sales | People who are in market and actively looking for smartwatches. | Main and Shopping Tab on google search |
Task 1: Google Ads Campaign Proposal
Your task is to pick out the key metrics we should keep an eye on to gauge the success of our campaign. Think about things like click-through rates, conversion rates, engagement levels, and any other numbers that will give us insights into how our ads are performing. Let's make data our superpower! πππ
| Awareness | Consideration | Conversion | Justification |
Bidding Approach | CPM/CPV | Maximize Clicks / Target CPA (CPC)/CPV | Maximize conversions/ ROAS | Using platform-recommended bidding strategies ensures better performance for each objective |
KPIs | Reach, Impressions, Engagement Rate | CTR, Avg. CPC, Bounce Rate | ROAS, Cost Per Acquisition (CPA), Conversion Rate | These KPIs align with industry best practices for evaluating ad effectiveness. |
Task 1: Google Ads Campaign Proposal
Your next mission is all about how we're going to structure and run our campaigns. Think about the overall strategy β how will we launch, maintain, and optimize our campaigns? Consider how we'll time each phase, from creating initial buzz to sealing the deal with our customers. Your plan should be a roadmap that guides us smoothly from start to finish. Let's strategize for success! ππΊοΈπ
Campaign Roadmap | |
Launch Phase: | Initial ad setup with broad audience targeting. |
Growth & Maintenance Phase: | Scale successful ad groups while eliminating low-performing ones. |
Implement A/B testing on creatives and CTAs. | |
Adjust bidding strategies based on real-time data. | |
Optimization & Conversion Phase: | Heavy retargeting on cart abandoners and high-intent visitors. |
Seasonal promotions and urgency-based messaging. | |
Personalized ads using dynamic creative optimization. | |
Task 1: Google Ads Campaign Proposal
For this task, I'd love for you to play the role of a wise strategist. Let's take a closer look at all the decisions you've made for our campaign. Your mission is to provide a solid justification for each choice. Think about how they align with best practices in the world of digital marketing and what you've learned from the course. It's like connecting the dots between theory and our awesome campaign plan. Let's make our campaign decisions shine with wisdom! πππ§
Decision | Justifications: |
To have multiple stages (awareness, consideration and conversion) | Making the campaigns appropriate for every stage user is at. From users who have never heard of your brand to people who are on the verge of making a purchase. |
Creating different campaign types for each stage | Each campaign type is aligned with its respective phase based on user intent. |
Justifications for Ad groups per campaign | |||||||||||
Awareness | Consideration | Conversion | |||||||||
Display Campaign: | Justification | Video Ads: | Justification | Search Ads: | Justification | Display Ads | Justification | Search Ads | Justification | Remarketing Ads: | Justification |
General Brand Awareness | Broad targeting to introduce beatXP to new audiences. | Product Features Showcase | Demonstrating unique selling points visually boosts engagement | High-Intent Keywords ("Best Smartwatch for Fitness") | These users are actively searching for a product and closer to conversion. | Retarget engaged users | Users who interacted with the brand need a reminder to proceed further. | Purchase Intent Keywords ("Buy beatXP Flare Pro Online") | Users searching for "buy" or "price" terms are ready to make a purchase. | Abandoned Cart Users | Re-engaging these users improves overall conversion rates. |
Fitness & Health Enthusiasts | Smartwatches are popular in fitness communities, making this a high-potential segment. | Influencer Endorsements | Leveraging social proof builds trust and credibility. | Comparison Keywords ("beatXP vs Apple Watch") | Customers evaluating options benefit from clear product differentiation. | Price Discounts & Offers | Discounts act as incentives for hesitant buyers. | Branded Keywords ("beatXP smartwatch price") | Ensuring beatXP dominates its own search presence prevents competitor hijacking. | Past Purchasers for Upselling | Existing customers have a higher likelihood of repeat purchases. |
Competitor Brand Audience | Targeting users interested in competitors helps in capturing market share. | Lifestyle & Daily Use Cases | Showing real-life applications increases relatability and desirability. | Feature-Based Keywords ("Smartwatch with Bluetooth Calling") | Addressing specific needs ensures the right audience sees the ad. | | | | | Seasonal Promotions & Limited-Time Offers | Creating urgency can boost final purchase decisions. |
Task 2: Mock-up Campaign Creation:
Grab your designer hat because it's time to play around with Canva and bring our Google Ads to life. Your task is to create some visually stunning mock-ups of our ads. Think about how to structure them with catchy headlines, engaging descriptions, and irresistible calls-to-action. Make sure each ad speaks directly to our target audience and fits perfectly with beatXP's branding and marketing goals. Let's make our ads visually spectacular! ππ¨β¨
Task 3: Google Ads Manager Simulation:
Let's jump into the Google Ads Manager and set up a fantastic dummy campaign for our Flare Pro Smartwatch. Your mission is to bring our plan to life in the digital world. Go through each step carefully β select the best targeting options, set smart bids, create well-thought-out ad groups, and design ads that will wow our audience. And remember, set the budget to 1 Paise INR to keep it all in simulation mode. Once you're done, I'd love for you to record a walk-through of what you've set up. Share the highlights and explain your choices β it's like giving a tour of your masterpiece! ππ»π¬
Task 3: Google Ads Manager Simulation:
https://www.loom.com/share/5e79f8a61f2543bc92cfa04e0d706295?sid=dda9be8d-17d1-471e-8d7b-a04b0cf6215e |
Notes
Here is the final document with all the tasks (Task 1, Task 2 and Task 3) of the project. Hope you like it and hope to get a positive feedback.