Identify the top 2 keywords with highest CPCs

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• Adwords
•  
• Q. 1 Below is a table with performance data of
  10 keywords in a Google Search campaign

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•  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)

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• 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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