Identify the top 2 keywords with highest CPCs

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Q. 1 Below is a table with performance data of 10 keywords in a Google Search campaign
a. Identify the top 2 keywords with highest CTRs
b. Identify the top 2 keywords with highest CPCs
c. Which is the best performing keyword in terms of Conversion Rate?
d. What is the overall CPA of this campaign?
e. Identify top 2 keywords to reduce bids on / stop bidding on to lower overall CPA (10
Marks)
Q.2 What are the different types of bid strategies available on Google Ads? Which bid
strategy would you adopt if you want to have control of your bidding while still
leveraging Google's Smart Bidding algorithms? (10 Marks)
Q.3 A newly launched adventure camp located on the outskirts of Bangalore has contacted
you to help launch a marketing campaign using Google Ads. They offer full day and half
day packages targeting young IT professionals in Bangalore with activities such as rock
climbing, rappeling, zip lining, canoeing, etc. They have good quality images showing
their activities. They would like to drive their brand awareness as well as increase
people coming to their camp. Tickets for the camp can only be booked online. From their
initial web analytics data, they have observed that users typically visit their web site
between 2 to 3 times before making a booking.
a. What types of campaigns would you suggest to them to meet their business objectives?
(5 Marks)
b. What are the key metrics you would monitor? (5 Marks)
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