Campaign Objectives & Strategy
The campaign was built with a clear focus on Maximizing Clicks and enhancing brand visibility. By targeting specific high-intent search queries, the primary aim was to increase website traffic and boost online sales for snacks and festive gifting products (Haldiram_G… p. 3).
Core Execution & Ad Structure
Advanced Ad Group Management
To ensure high relevance and better Quality Scores, I divided the campaign into dedicated ad groups:
- AG_Snacks: Focused on Namkeens, Bhujia, and Mixtures.
- AG_Sweets: Targeted high-intent keywords for Rasgulla, Gulab Jamun, and Soan Papdi.
- AG_ReadyMeals: Dedicated to the ready-to-eat and frozen food segments (Haldiram_G… pp. 3, 7).
Precision Location Targeting
The campaign successfully reached over 2.2 Crore+ users by specifically targeting 9 major Tier-1 cities including New Delhi, Mumbai, Bengaluru, Gurugram, and Jaipur, ensuring the budget was spent where the highest demand exists (Haldiram_G… p. 4).
Keyword & Optimization Performance
Strategic Keyword Planning
Using Google Keyword Planner, I implemented a mix of branded and non-branded keywords with Phrase Match and Broad Match types. This allowed for controlled targeting while capturing niche buyers for specific flavors like ‘Elaichi’ or ‘Chocolate’ Soan Papdi (Haldiram_G… pp. 5-6).
Optimization & Ad Strength
By creating Responsive Search Ads (RSAs) with 14-15 headlines and multiple descriptions, I achieved an “Excellent” Ad Strength rating. The campaign launched with a strong 89.3% optimization score, which was further improved to 93.3% post-launch (Haldiram_G… pp. 9, 11).
Key Outcomes & Learnings
- Professional Deployment: Successfully managed the complete lifecycle of a search campaign—from research to live dashboard monitoring (Haldiram_G… p. 12).
- Cost Efficiency: Managed an average CPC of ₹5.78 to ₹14.10, ensuring a healthy balance between reach and spend (Haldiram_G… pp. 9-10).
- Practical Expertise: Demonstrated hands-on knowledge in ad copy creation, keyword research, and live campaign optimization (Haldiram_G… p. 13).
