1 of 40

INSPIRE SCHOOL KIDS TO

FALL IN LOVE WITH CODING

Group: G14

Integrated Digital Media Strategy

Abhishek kumar

Shashank vijaykumar

Mukul singh

Bhavya Hardasani

2 of 40

Launch Data Science Course

3 of 40

​

​

Business Objective – To drive sign ups for free trial classes of data science course for kids in grades 9 to 12 launched by Codingal.

​

Media Plan - Using Google and Facebook platform we are going to drive awareness, consideration and 20,000 sign up for free trial as conversion.

​

Media Goal - Need to meet the target by making 2 months media plan to get 20,000 sign up with the budget of 2Cr.

​

​

BRIEFING

4 of 40

Platform-level Budget Split

Total Budget: 2 Cr.

1.2 Cr.

80 Lacs

5 of 40

Awareness

​

Facebook + YouTube

​

Conversion

Consideration

​

Facebook + YouTube + Search

​

​

​

Facebook + YouTube + Display

​

Platform used for each objective

​

6 of 40

Facebook Timeline & Budget

Campaign

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Week 7

Week 8

Awareness

Rs. 40 Lac (50 % of 80 lac)

​

​

​

Consideration

​

Rs. 16 Lac (20 % of 80 lac)

​

Conversion

​

Rs. 24 Lac (30 % of 80 lac)

7 of 40

8 of 40

  • Total no of campaign -3 (1 Awareness ,1 Consideration , 1 Conversion)
  • Total budget - 80 Lakh
  • Campaign budget- ABO(for all 3 campaign)
  • Delivery - Standard delivery (for all 3 campaign)
  • Bidding - Highest volume (for all 3 campaign)
  • Placement - Automatic Placement (for all 3 campaign)
  • Ad type - Awareness ( video ads ), consideration (carousel ads), Conversion( static images)

Facebook campaign Structure

9 of 40

Facebook optimization

Campaign

Objective

Optimization ad delivery

Awareness

Brand Awareness

Thruplay

Consideration

Website Traffic

Landing Page view

Conversion

Sales

Conversions

10 of 40

ADSET

Audience

Exclusions

Budget

Custom Audience

Customer List

​

Rs. 8 Lakh

Lookalike Audience

1% of customer list

Custom Audience

Rs. 12 Lakh

Core Audience

People who match:

Interests: Web development,

Interest:Data science (information technology),

Parents: Parents with teenagers (aged 13-17)

Lookalike audience, Custom Audience

Rs. 20 Lakh

Facebook Awareness

Location: Pan india

Age group: 40-55

11 of 40

Facebook Consideration

ADSET

Audience

Exclusion

Budget

Custom Audience

75% and 95% of video views

​

Rs. 3.2 Lakh

Lookalike Audience

1% of custom audience

Custom Audience

Rs. 4.8 Lakh

Core Audience

People who match:

Interests: Web development,

Interest:Data science (information technology),

Parents: Parents with teenagers (aged 13-17)

Lookalike audience, Custom Audience

Rs. 8 Lakh

Location: Pan india

Age group: 40-55

12 of 40

Facebook Conversion

ADSET

Audience

Exclusions

Budget

Custom Audience

Users who have landed on our website

​

Rs. 4.8 Lakh

Lookalike Audience

1% of custom audience

Custom Audience

Rs. 7.2 Lakh

Core Audience

People who match:

Interests: Web development,

Interest:Data science (information technology),

Parents: Parents with teenagers (aged 13-17)

Lookalike audience, Custom Audience

Rs. 12 lakh

Location: Pan india

Age group: 40-55

13 of 40

Facebook ad copy

14 of 40

Facebook ad copy

15 of 40

Facebook ad copy

16 of 40

Facebook ad copy

17 of 40

Facebook KPI

● Awareness : CPV, VTR

​

● Consideration: CTR, CPC

​

● Conversions : Conversion rate, CPA

18 of 40

Campaign

WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

Brand Awareness and Reach (Youtube)

Rs. 12 Lac(10% of 1.2Cr.)

​

Brand Awareness and Reach (Display)

Rs. 6 Lac(5% of 1.2Cr.)

​

Product and Brand Consideration(Youtube)

​

Rs. 18 Lac(15% of 1.2Cr.)

​

Sales (Youtube)

​

Rs. 24 Lac(20% of 1.2Cr.)

Sales (Search)

​

​

Rs. 60 lakh(50% of 1.2Cr.)

​

Google Timeline & Budget

19 of 40

20 of 40

Youtube & Display ad and bidding type

  • Brand awareness & reach (Youtube) - skippable 15 sec videos (Trueview for reach) , Bidding - CPM.
  • Brand awareness & reach ( Display) - Static ads, Bidding-Viewable Impressions.
  • Product & Brand Consideration( Youtube )- 30 sec skippable video(Trueview for Instream) , Bidding - Max CPV.
  • Sales(Youtube)- 15 sec skippable video ( Trueview for action), Bidding- Maximize conversion.

21 of 40

Campaign-1 Brand awareness & reach (Youtube)

AD set 1 In-Market

AD set 2 detailed demographic

Ad set 3 Custom Affinity

AD set 4 contextual targeting ( keyword)

ADset 5 (Placement )

E Learning Solutions

Online Courses

Codewars

Programming Games

Computer Programming Training

Computer Programming for Kids

Information on Coding

Coding and Programming Lessons

Parents of Teens (13-17 years)

data science and data analytics course,

data science free online course with certificate,

best online course for data science, certificate course in data science,

online courses in data science

​

machine learning and data science courses

data science training

data science and artificial intelligence course

python data science course

online data science courses

data science and analytics courses

data analytics training

data science certification

YouTube channel:

Camp K12

Novakid

WhiteHat Jr.

Crejo Fun.

Newton School

Location: Pan india

Age group: 40-55

22 of 40

Campaign-2 Brand Awareness & Reach(Display)

Location: Pan india

Age group: 40-55

AD set 1 In-Market

AD set 2 detailed demographic

Ad set 3 Custom Affinity

AD set 4 contextual targeting ( keyword)

ADset 5 (Placement )

E Learning Solutions

Online Courses

Codewars

Programming Games

Computer Programming Training

Computer Programming for Kids

Information on Coding

Coding and Programming Lessons

Parents of Teens (13-17 years)

data science and data analytics course,

data science free online course with certificate,

best online course for data science, certificate course in data science,

online courses in data science

​

machine learning and data science courses

data science training

data science and artificial intelligence course

python data science course

online data science courses

data science and analytics courses

data analytics training

data science certification

YouTube channel:

Camp K12

Novakid

WhiteHat Jr.

Crejo Fun.

Newton School

23 of 40

Campaign-3 Product & Brand Consideration (Youtube)

AD set 1 (Retargeting )

AD set 2 (Similar audience)

AD set 3 custom intent.(keyword)

AD set 4 custom Affinity

AD set 5 (Topic based)

People who have watched of our

Awareness Video + Website

visitors (landing page- page view)

Similar Audience of video viewers

who have watched 50% or 75% of our Awareness Video + Website visitors

Machine learning and data science courses

data science training

data science and artificial intelligence course

python data science course

online data science courses

data science and analytics courses

data science and data analytics course,

data science free online course with certificate,

best online course for data science, certificate course in data science,

online courses in data science

Python data science course

Java (Programming Language)

Open Online Course

Distance Learning

Coding Education

Location: Pan india

Age group: 40-55

24 of 40

AD set 1 (Retargeting )

AD set 2 (Similar audience)

AD set 3 custom intent.(keyword)

AD set 4 (Placement)

People who have watched of our

consideration Video + Website

visitors (landing page- page view)

Similar Audience of video viewers

who have watched 50% or 75% of our consideration Video + Website visitors

Machine learning and data science courses

data science training

data science and artificial intelligence course

python data science course

online data science courses

data science and analytics courses

YouTube channel:

Camp K12

Novakid

WhiteHat Jr.

Crejo Fun.

Newton School

​

Campaign-4 Sales

(Youtube)

Location: Pan india

Age group: 40-55

25 of 40

Youtube & Display Ad creatives

26 of 40

Youtube & Display Ad creatives

27 of 40

​

​

28 of 40

Google Search Campaign structure

CAMPAIGN

MATCH TYPE

TOTAL BUDGET ( Rs.60 lakh)

Campaign 1

Brand_exact

Rs. 3.6L (60% of 6 L)

Campaign 2

​

Brand_Phrase

Rs.2.4 L (40% of 6 L)

Campaign 3

Generic_exact

​

Rs. 25.2 L (60% of 42 L)

Campaign 4

Generic_Phrase

​

Rs.16.8 L (40% of 42 L)

Campaign 5

Competitor_Exact

Rs. 10.8 L ( 60% of 12 L)

Campaign 6

Competitor_phrase

Rs. 7.2 L (40% of 12 L)

  • Budget For Brand Keywords: 6 L (10% of 60 L)
  • Budget For Generic Keywords : 42 L (70% of 60 L)
  • Budget For Competitor Keywords : 12 L (20% of 60 L)

The bidding strategy for brand campaign will be Target impression share. The bidding strategy for the other campaign will be maximise conversions. After getting the reports of the performance of each campaign we can change our bidding strategy to Target CPA

​

​

​

29 of 40

Ad Group & Keywords (Brand Exact)

Adgroup 1:[Codingal Online]

[condingal data science online course]

[condingal data science online training]

[condingal data science online]

[condingal data science online course with certificate]

Adgroup 2:[Codingal Certificate course]

[condingal data science certification]

[condingal data science certification course]

[condingal data science certificate online]

[condingal data science certificate programs]

​

​

30 of 40

Ad Group & Keywords (Brand Phrase)

Adgroup 1:”Codingal Online”

“condingal data science online course”

“condingal data science online training”

“condingal data science online”

Adgroup 2:”Codingal Certificate course”

“condingal data science certification”

“condingal data science certification course”

“condingal data science certificate online”

“condingal data science certificate programs”

​

​

Negative keywords:

Adgroup 1:[Codingal Online]

[condingal data science online course]

[condingal data science online training]

[condingal data science online]

Adgroup 2:[Codingal Certificate course]

[condingal data science certification]

[condingal data science certification course]

[condingal data science certificate online]

[condingal data science certificate programs]

31 of 40

Ad Group & Keywords (Generic Exact)

Adgroup 1:[Online]

[data science online course]

[data science online training]

[data science online]

[data science online course with certificate]

Adgroup 2:[Certificate course]

[data science certification]

[data science certification course]

[data science certificate online]

[data science certificate programs]

​

​

32 of 40

Ad Group & Keywords

( Generic Phrase)

Adgroup 1:”Online”

"data science online course"

"data science online training"

"data science online"

"data science online course with certificate"

​

Adgroup 2:”Certificate”

​

"data science certification"

"data science certification course"

" data science certificate online"

"data science certificate programs"

​

​

​

​

​

Negative Keywords

Adgroup 1:[Online]

[ data science online course]

[ data science online training]

[ data science online]

[ data science online course with certificate]

Adgroup 2:[Certificate]

[data science certification]

[data science certification course]

[data science certificate online]

[data science certificate programs]

​

​

​

33 of 40

Ad Group & Keywords (Competitors Exact)

Adgroup 1:[Campk12]

[campk12 coding]

[campk12 free coding classes]

[campk12 coding classes]

[campk12 coding class fees]

[campk12 coding fees]

​

Adgroup 2:[White hat jr]

[ white hat jr free coding classes]

[white hat jr coding class]

[white hat jr coding]

[coding white hat jr]

​

​

​

​

​

34 of 40

Ad Group & Keywords (Competitors Phrase)

Adgroup 1:”Campk12”

"campk12 coding"

"campk12 free coding classes"

"campk12 coding classes"

"campk12 coding class fees"

"campk12 coding fees”

​

Adgroup 2:”White hat jr”

“ white hat jr com free coding classes"

"white hat jr coding class"

"white hat jr coding"

"coding white hat jr"

​

​

​

​

Negative Keywords

Adgroup 1:[Campk12]

[campk12 coding]

[campk12 free coding classes]

[campk12 coding classes]

[campk12 coding class fees]

[campk12 coding fees

Adgroup 2:[White hat jr]

[ white hat jr com free coding classes]

[white hat jr coding class]

[white hat jr coding]

[coding white hat jr]

​

​

​

​

​

35 of 40

Google search Ad Creatives

36 of 40

Google search Ad Creatives

37 of 40

Ad Creatives

38 of 40

Google Ads KPI

  • Google search : CTR, CPC

​

  • Google display : Viewable CPM

​

  • YouTube : CPV, CPM

39 of 40

Project Summary

​

  • As Codingal has launched a new Data Science course for Grade 9 - Grade 12 students, We are running an awareness campaign on Facebook, Display and YouTube.

​

  • This is a completely new course in the market, we are trying to push people down the funnel to consideration by running Facebook and Youtube ads.

​

  • As Codingal wants to bring 20,000 signups through its website, Hence we are running a Conversion campaign on Facebook and Google search for the last phase.

40 of 40

Thank you