DIGITAL MARKETING REPORT

SUBMITTED BY: GROUP 7 (DM-II)

ASAWARI MOON 1511411

DIKSHYA ROUTRAY 1511391

MANISH PANDEY 1511407

NISHANK BIDAMIA 1511414

SRINIVAS MANE 1511438

A project report submitted in fulfillment of course

“Digital Marketing”

Under Prof. Seema Gupta

Contents

Introduction ...................................................................................................................................................................................... 3

The Product: ................................................................................................................................................................................. 3

The User profile ........................................................................................................................................................................... 3

The objective................................................................................................................................................................................ 3

Search engine marketing .................................................................................................................................................................. 3

Central Idea .................................................................................................................................................................................. 3

Challenge:................................................................................................................................................................................ 3

The campaign structure ............................................................................................................................................................... 4

Planning .................................................................................................................................................................................. 4

Methodology ........................................................................................................................................................................... 4

Results .......................................................................................................................................................................................... 4

Campaign Overview: ............................................................................................................................................................... 5

Inferences .................................................................................................................................................................................... 5

Display Network ................................................................................................................................................................................ 5

Central Idea .................................................................................................................................................................................. 5

The campaign structure ............................................................................................................................................................... 5

Planning .................................................................................................................................................................................. 5

The Campaign Structure .......................................................................................................................................................... 5

Campaign Overview: ............................................................................................................................................................... 6

Gmail Ad ........................................................................................................................................................................................... 7

Methodology: .............................................................................................................................................................................. 7

Youtube Video Ad ............................................................................................................................................................................. 8

Targeting ...................................................................................................................................................................................... 8

Performance: ............................................................................................................................................................................... 8

Learnings ...................................................................................................................................................................................... 8

Facebook Campaign .......................................................................................................................................................................... 9

Central Idea .................................................................................................................................................................................. 9

Planning: Riding the Wave ........................................................................................................................................................... 9

Content ........................................................................................................................................................................................ 9

Campaigns .................................................................................................................................................................................. 10

Targeting .................................................................................................................................................................................... 10

Learnings: (What worked and what bombed) ........................................................................................................................... 11

Results ........................................................................................................................................................................................ 11

Appendix ............................................................................................................................................................................................ i

INTRODUCTION

THE PRODUCT:

Mymovierack (http://www.mymovierack.com) is a budding startup which offers users a platform to

rate, review and recommend movies and TV Shows among a peer-based community. It offers features

such as discovering movies and TV shows, information about films franchises and also happens to be a

medium for creating and sharing content about movies and TV shows using the ‘organic’ feeling based

review systems and tools.

THE USER PROFILE

The primary audience is under 35 in age who are expected to have a high amount of consumption of

movies and TV Shows. 33.5% are 25-34 while 27.5% of the audience is between 18-24 age-group. The

product appeals to both male and female with a split of 54.15% vs. 45.85% for men. Aside from

interests in movies and TV shows, the primary interests group are Sports (5.49%), Computers ( 2.96%)

followed by Food & Drinks and Travel enthusiasts.

The web-platform is frequented by more than 15000 times per month with audiences from 170+

countries. 70% of the audience access the website from mobile devices. The primary source of traffic is

social (48%) followed by search (27%) and Direct (18%).

THE OBJECTIVE

Mymovierack (MMR) was looking for help with below tactical elements, which are critical for the

business:

The Key value proposition to sell, among various features offered by the website (SEM)

The positioning statement to serve to its target audience (DN/Gmail/YT)

Increase its brand awareness and digital: social and search presence in India (FB)

SEARCH ENGINE MARKETING

CENTRAL IDEA

Mymovierack offers several features such as Discover platform, rating/reviewing/recommending

movies, creating a list of movies and TV shows and blog writing and reading feature. The SEM was

launched to identify the fundamental value proposition to sell by bidding on related keywords.

CHALLENGE:

For the services and features, there are very limited sets of exact keywords, and we had to proceed

with broad matches.

THE CAMPAIGN STRUCTURE

PLANNING

The initial aim was to optimize CTR for average CPC keeping constraint of the budget.

Used Google keyword planner tool to identify all relevant keywords for content related to

movie reviewing, watching and sharing content and filtered it according to three parameters

viz. search volume, bid price and competition.

Had put a daily budget of INR 100 while the max bid as suggested was capped till INR 5. We

tried not to be too adventurous with the competition and went for High to Medium

competition (0.75 or lower) and relatively higher monthly searches (above 15000) and average

bid < 30.

METHODOLOGY

Four Ad groups were created with different ad sets with various calls to action and

descriptions [Refer Appendix]. Four different CTAs have been set up in relevance with ad

description and header text consistent with the keywords and the landing page text.

Ad extensions/Site extensions were created to provide users with more entry points and

descriptions.

Targeting: Initial Ad locations such as USA/UK along with India were chosen, English speaking

audience on all devices. However, later we realized that we must focus the targeting to India

only.

Manual Bidding was employed with a max bid of 5 for the selected few keywords, which were

progressively restricted as the campaign progressed.

RESULTS

AD Campaign 1 with a pitch of MMR as a Discovery platform for Movies: The ads secured

189 clicks for 6190 impressions with a CTR of 3.05% and Avg CPC of INR 4.16 which cost us

around INR 785. The average position was 2.

AD Campaign 2 with a pitch of MMR as a Binge platform for latest Songs & Trailers:

This pitch did not resonate with the target audience where even for 75 impressions we did not

see any conversion. We took a conscious call to discontinue the same.

AD Campaign 3 with a pitch of MMR as a Discovery platform for TV Shows:

The next attempt was to pitch the platform for TV show lovers, and we saw an average CTR of

1.745 for 631 impressions. It was clear that the pitch was not attractive enough to garner a

click.

AD Campaign 4 with a pitch of MMR as a latest box office content platform:

We hit the spot with newly targeted keywords of latest movie release clashes with CTR of 9.1%

for 1010 impressions and average position of 1.2

AD extensions: The four site links In Theaters, Latest Songs, Blog and Latest trailer enjoyed

consistent success with 128 clicks on 1846 impression with CTR of 6.93%.

CAMPAIGN OVERVIEW:

INFERENCES

Headers were important to deliver the message. We should have chosen less generic keywords

and gone for specific keywords.

Alighting the trend train was important as we got a healthy CTR Rates when we switched to

movie release and box office information keywords.

Putting fancy characters such as © in description to attract attention did not help much.

AD extensions/Site links were saviors and helped get good CTR.

Google qualifying bid was used as a floor since we were on a restricted budget.

Some top keywords as suggested by Google planner had poor performance, which is an

indicator of poor capture of intent or better competitors on SERP.

The Broad age targeting was not correct; we observed distinct performance difference in CTR

for age groups above and below 35.

A movie release date saw a spike in CTR than average that indicates that we should have

concentrated effort during movie release time to tap into interests of users.

DISPLAY NETWORK

CENTRAL IDEA

The objective was to create a display advertisement to increase the number of visits to the website “www.mymovierack.com” and to identify the positioning statement to serve to the target audience.

THE CAMPAIGN STRUCTURE

PLANNING

We created and ran campaigns for display advertisement. The ads were targeted through Topic Keywords Placement

We continuously monitored the performance, based on which we stopped targeting through two of the non-performing keywords and topics. Our aim was to try few keywords and topics and then continue the ones, which are most efficient. The budget was kept Rs.100/day, and only India market was targeted.

THE CAMPAIGN STRUCTURE

The campaign type chosen for the campaigns were “Display Network only” with influence consideration to get the customers visit the website (mymovierack.com) through display advertisement.

Budget Impressions Interactions CTR Avg. Cost Total Cost

100/day 7906 291 3.68 5.01 1459

For displaying ads on website through ‘topic’ technique, the following two topics were selected Arts & Entertainment › Movies › Science Fiction & Fantasy Films Arts & Entertainment › TV & Video ›TV Shows & Programs Arts & Entertainment › Movies › Bollywood & South Asian Film Arts & Entertainment › Movies › Movie Reference › Movie Reviews & Previews

So the topics were made relevant to the content of movierack.com.

For displaying ads through ‘Keywords’ technique, following keywords were selected Movie review Top 10 movies TV series Good TV series to watch Movie romantic comedies

After running the campaigns for a day or two, we realized that following two topics and keywords were not giving any results. Topics:

Arts & Entertainment › Movies › Science Fiction & Fantasy Films Arts & Entertainment › TV & Video ›TV Shows & Programs

Keywords: Good TV series to watch Movie romantic comedies

So we paused these topics and keywords. For displaying ads through placement techniques, various websites and mobile applications were selected. These are the websites and applications related to films. However, we also selected sites related to games and news, etc. where we anticipated that our target audience would be present.

Affinity Audience We also used affinity audience feature of Google Adwords. We targeted audiences like

TV Comedy Fans Sci-Fi and Fantasy TV Fans TV Drama Fans Movie Lovers

CAMPAIGN OVERVIEW:

Among others topics, the minimum CTR that was achieved was 0.42%, and the maximum was 0.78%, whereas for keywords the minimum CTR was 0.19% and the maximum was 0.49%. The display CTR was 0.77%, which is above industry standard. TV Comedy Fans was not giving us good results, so we paused that. TV Drama fans had maximum CTR (1.44%) whereas for Movie lovers it was (0.66%).

Demographics We found that age range 35-45 years gave us maximum CTR- 1.04% (though the base is relatively small) and a decent CTR of 0.76% was achieved for age group 25-34 years. In terms of gender, the CTR obtained for female (0.96%) was higher male (0.73%), which give us the insight that the site could keep more content relevant to female and leverage on the existing female base. Also, the topics can be modified and specifically targeted to male to increase their CTR performance.

The Display campaign ran for almost ten days. The result of the campaign was tabulated as given below.

Budget Impressions Interactions CTR Avg. CPC Total Cost

100/day 170,059 1303 0.77 2.75 1001

GMAIL AD

Two Gmail Ads were tried under the campaign:

The First Gmail Ad positioned the platform as a Discovery platform for movies and TV shows

The Second Gmail Ad positioned the platform as a community for semi-pro film critics

Five broad match keywords were selected for first ad film trailers, latest movie trailers, movie trailer,

trailer and upcoming movie trailers. Since the second ad was more about movie critiquing, the broad

keywords selected were bookmyshow, bookmyshow.com, in.bookmyshow.com and movie tickets.

The Targeting settings were same as DN and which enjoyed a substantial success especially parents

who might have been more prone to use the Gmail ad.

METHODOLOGY:

We tried A/B testing way with the two differently positioned ads. Both the ads garnered a whopping

response, though. The results of the campaign reflect the same. At the end of the campaign, we

enjoyed a CTR of 33.67% given our specific targeting.

Keyword / Placement

Ad Clicks Impressions CTR Avg. CPC

Cost Avg. position

Undetermined Gmail Ad 2 - You too are a Pro Critic

11 37 29.73% 0.81 8.91 1

Parent Gmail Ad 2 - You too are a Pro Critic

81 157 51.59% 0.63 51.14 1

Not a parent Gmail Ad 2 - You too are a Pro Critic

158 424 37.26% 0.55 86.64 1

Parent Gmail Ad 76 148 51.35% 0.61 46.65 1

Undetermined Gmail Ad 15 43 34.88% 0.61 9.08 1

Not a parent Gmail Ad 172 423 40.66% 0.61 104.49 1

Total - filtered

513 1232 41.64% 0.6 306.91 1

Total – all removed 410 1509 27.17% 0.75 308.77 1

Total -- 923 2741 33.67% 0.67 615.68 1

YOUTUBE VIDEO AD

TARGETING

We created a YouTube ad, an in-stream Video ad. (http://youtube.com/watch?v=wcBBXSJI6uM).

The ad was targeted to 18-54 years’ age group in line with the initial assumption of target groups.

Demographics - Highest view rate (cumulative of both age groups, 78.22%) was from the age group of

18-24 and 25-34 as expected (Appendix YOUTUBE CAMPAIGN RESULTS1).

Interest Targeting - Affinity audience were chosen to be Movie Lovers, TV Lovers with specific

interests in genres like TV Drama, Comedy, Action, Adventure, Horror, Sci-fi, and Fantasy work.

Comedy, Drama, and Sci-fi – Fantasy dominated in the view rates with 33.38%, 27.78%, and 25.23%

respectively. The average view rate achieved was 14.64% with an Avg CPV of Rs. 1.40.

Placement Targeting – We tried news-jacking by targeting people looking for the latest movie, TV

show and trailer content and a few youtube channels on interesting movie reviews, bloopers, etc.

Dangal movie trailer and Chris Stuckmann’s comic review channel did exceptionally well in terms of

impressions and a decent job in terms of View rate.

Topic Targeting – We targeted topics like Movies, TV Shows, Celebs, Entertainment, Bollywood, TV

drama, Movie Review and Reference, Reality Shows, Film and TV industry in line with the segments of

people we wanted to lure.

Keyword Targeting – We bid for keywords like Trailer, movie trailers, latest movie trailer which was

the most commonly used words to search for sources like mymovierack.com for discovering latest as

well as old film content. We experimented by bidding for keyword Dangal as well which did a great job

for us (view rate above 18%).

Strategy Change: In the middle of the campaign, we realized that our video had initial dark page for 3

seconds which we removed and got better view rates as the engaging part came earlier.

To improve our view rate, we kept adjusting the placement and Topic Targeting looking at items which

garnered a poor response.

PERFORMANCE:

Budget Impressions Views View Rate Avg. CPV Total Cost

100/day 1537 225 14.64% 1.4 316

LEARNINGS

The success of all the Display Network campaigns can be attributed to specific targeting based

on interests, affinity and topics. We even employed custom interest groups.

Our CTR peaked at 1.26% but henceforth saw a drop, which is an area of improvement. Being

more dynamic when it comes to updating keywords assortment should have helped as we

could have done a better job in pruning the initial 10 keywords lists.

FACEBOOK CAMPAIGN Facebook or for that matter any social media platform in contrast to Display Ads is used to engage the

users. The set of users are existing customers or new users whom the company may wish to engage in

generating conversations around the brand and product. Our product being a movie recommendation

engine we decided to do the same through our Facebook page. The link to the Facebook page is:

https://www.facebook.com/GoSolo.with.mymovierack/

CENTRAL IDEA

The intention of the Facebook campaign was to generate a buzz about the product mymovierack.com.

Since the product was a movie recommendation and review engine designed to create conversations

around movies, the same theme was used in developing the content of Facebook. We created the

page on 4th of February.

PLANNING: RIDING THE WAVE

The most notable period in February is the Valentine Week. It is the most discussed and trending topic.

We choose to take leverage of the timing of the page launch, and since this was going to be a short

period exercise, we decided to design the whole content around the Valentine’s Day theme.

The Page was intended to engage the audience around the valentine day period. We aptly called the

page “Kill the Cupid” since we believed there was a small fraction of individuals who cared about the

valentine’s day and a vast majority were boggled by the over hype around the day and hence had a

negative sentiment around it. This set of disgruntled individuals who did not quite have a date on

valentine’s day was our target audience.

CONTENT

We experimented with a variety of content ranging from Listicles, Blogs, Videos, Images, Political

Messages, etc. The content was created using the framework 70:30:10.

Listicles: List of movies that can be watched alone and had no connection whatsoever with a

romantic theme were created. The listicles have been set up as a photo album instead of a

text list so as to make it more appealing to the audience. We also notice that if the images

appeared to have significant amount of text, Facebook would prompt of decreased reach due

to excessive text

Blogs: Blogs were created on the site mymovierack suggesting viewers of things they can do

on Valentine’s Day alone. In these blogs watching movies was proposed as an option and

mention of mymovierack as a discovery platform was done in a subtle way in line with the

strategy adopted by native advertisements

Images: Fun images around the theme of ‘advantage of being single’ were posted. Most of this

content was just to keep the audience entertained and was not meant to promote the

business.

Videos: Videos with movie suggestions were created. Popular videos from Anti-Romantic

movies like Pyar Ka Puncnama were posted. All posts had a mymovierack logo that was

displayed either in the content or at the end.

Political (Risky 10): To have content that was provocative and would raise a two-sided

debated we choose to take advantage of the ongoing feud in Tamil Nadu Politics. The poster

of the blog was an image with the two leaders who were contesting for the post of CM, and

the blog had suggestions of movie that revolve around the theme of politics.

CAMPAIGNS

Most Campaigns were run for post engagements where the payment method chosen was engagement

based and not on the basis of the number of ads served. We also ran two campaigns for Page like

which helped generate significant traction.

TARGETING

Different targeting options were used for each post type. The targeting details are as below

Listicles (Posted Pre Valentine’s Day): These listicles we used three basic targeting options

o Age: All people aged 18 to 40 were targeted

o Language: English(US), English (UK), and Hindi

o Relationship Stats: Complicated, Single, Separated, Open Relationship

o Geography: India

Listicles (Posted after Valentine’s Day)

o Age: 18 to 25: Since we observed that most of the engagement was coming from this

age group in the intimal campaigns

o Relationship Status: This targeting option was not used as the content post valentine’s

day was targeted towards all audience

o Geography: Few posts were targeted specifically to the metro cities as it was observed

that most engagements came from places like Kolkata, Bangalore, Lucknow

o Gender: The posts were targeted towards male as in the initial posts the engagement

of males was significantly higher than females.

Political Content: Since the content was around Tamil Nadu politics, the targeting was

accordingly modified

o Geography: Tamil Nadu, Sri Lanka, Malaysia since they have significant Tamil

population

o Age: Since the content was about politics the age was kept open-ended i.e. 18 to 65+

o Language: English, Tamil

o Interests: Politics, AIDMK, DMK, BBC Tamil, etc

Blogs: Blogs were created specifically either for male or female audience and the targeting

was done accordingly.

LEARNINGS: (WHAT WORKED AND WHAT BOMBED)

During the 21 days period, we ran 12 different campaigns with 14 different sets of targeting options

and 20 adverts. The following are the broad observations that we made

Image listicles attracted the most engagement

Contrary to our belief it is hard to generate engagement for videos. The prime reason we

anticipate is that about 80% users were viewing the ad on Mobile and given the high data

tariffs for mobile data consumption of video were probably low

The first campaign was able to generate and engagement rate of only 3 %

As the targeting was improved, the engagement rate ranging from 14 % – 25 % were achieved

across various campaigns.

Few of our campaigns were not able to achieve high engagement rates, but since we had

chosen engagement based payment, these campaigns allowed us to reach a significantly

higher audience. One of the boost posts was able to achieve a reach of 20.3 thousand with

just INR 9.55 paid.

RESULTS

Over the period of the campaign, we were able to improve the engagement rate significantly by

improving targeting. We learned about the kind of content that appeals the audience the most. Also,

environmental factors like data rates and device of consumption (mobile) also have implications for

the content strategy. We were able to achieve the desired three objectives for Mymovierack.com-

Communication of the key value proposition.

Positioning which resonated with the target audience: MMR as a platform for Movie Buffs who

wish to exercise their Critics acumen.

Increased brand awareness and digital, social and search presence in India

APPENDIX

Site Traffic Sources of MyMovieRack: source: Similarweb

SEM Statistics:

SEM ADS: 4 ad-groups

Display Network Results

Display Campaign Results – Topics

Display Campaign Results – Demographics (Gender)

Display Campaign Results – Demographics (Age)

Display Campaign Results – AFFINITY AUDIENCE

YouTube Campaign Performance:

YouTube Demographics:

GMAIL Campaign Performance:

The Gmail Campaign:

Pitch 1: MMR as a Discovery Platform Pitch 2: MMR as a Pro Movie Critics Platforms

Facebook

Campaign Snapshot: 70 content 30 Content

FIGURE 1: THE '10' (RISKY) CONTENT

Performance Snapshot

First Campaign

Blogs

Post-Valentines Day Campaign

Key Metric

Total Organic Paid

Reach (Unique Users) 59636 7815 51821

Impressions 63634 11309 52325

Page Likes 395 86 309

Metric Total count

Page Engagement 15379

Post Reactions 9231

Post Comments 18

Link Clicks 173

Video View 6437

Demographics

Gender People Taking Action Post Reaction

Female 3456 3427

Male 11256 5802

Age People Taking Action Post Reaction

13 – 17 3688 3561

18 – 24 9240 5287

25 – 34 1760 335

35+ 24 48

Cost Metric

Cost Metric Value

CPM 26.37

CPC 0.52

CTR 5.12