University Exam Seat No:24623

Gokhale Education Society’s

B.Y.K. College of Commerce

Prin. T. A. Kulkarni Vidyanagar, Nashik – 5.

‘NAAC’ Re-accredited with Grade ‘A’

ISO 9001-2015 Certified College

Certificate

This is to certify that Mr. /Miss. YASH SACHIN ARORA of

SYBBA/SYBBA(IB), Roll No. 21 has undertaken and completed a project
under the subject “Digital Marketing” as per the rules of Savitribai Phule Pune
University for the year 2020- 2021.

Date: / /2021 Subject Teacher Principal/ Vice

Principal

(Dr.Sushumna Kane) (Dr.Ram Kulkarni)

Date: / /2021 Internal Examiner External Examiner

 Project Report

Submitted to
Savitribai Phule Pune University

For the partial fulfillment of the degree

Bachelor of Business Administration

(Digital Marketing)

By

ARORA YASH SACHIN

B. Y. K. (Sinnar) College of Commerce, Nashik - 5

SYBBA Roll No. 21 Seat No. 24623 Year: 2020 – 2021

Guided
(Dr. Mrs. Sushumna A. Kane)
ACKNOWLEDGEMENT

I have pleasure in successful completion of this project under the subject

“DIGITAL MARKETING”

The special environment at B.Y.K. College of Commerce, Nashik that always

supports educational activities, facilitated my work on this project.

I thank Principal Dr. Ram Kulkarni, Principal for his encouragement extended
for this study. I am very much thankful to our CoordinatorDr. Mrs. Sushumna
Kane for her encouragement and guidance for this project work. It would not
have been possible for me to complete this work without her suggestion on
every part of this work.

I acknowledge the authors; whose works gave me insight and information

related to this subject. I am thankful to Library staff and Administrative staff of
the BYK College who directly, or indirectly, have all been helpful in one way or
another. I thank my parents who encouraged me to extend my reach with their
help and support; I have been able to complete this work.

Date: Signature

YASH ARORA
INDEX

S.No Particulars Page No

1 Steps to create Google ads 5-9

2 Steps to create Facebook campaign 10-18

3 Write a detail report on Cvent IN event 19-22

management software
Project 1
Steps to create Google ads

Introduction:
Google Ads is Google’s online advertising program, the program allows
you to create online ads to reach audiences that are interested in the
products and services you offer. The Google Ads platform runs on pay-
per-click (PPC) advertising, i.e. you have to pay every time a visitor
clicks your ad. Through Google Ads, one can create online ads to reach
people exactly when they're interested in the products and services that
one offers.

How Does Google Ads Work?

Google's advertising system is like an auction, with a few small differences. As

an advertiser, you choose any search terms you'd like your ad to appear on, and
you set a maximum bid of how much you're willing to pay when someone clicks
through on your ad. That's where the term "cost per click" (CPC) comes in.

The amount of that bid (compared to others bidding on the same term) will help
determine how high up on the page Google places your ad.

In most auctions, the highest bidder wins the prize and everyone else goes
home. With Google Ads, the bids are mostly secret, and the highest bidder
doesn't always get the top spot. Other factors like quality score determine
which advertiser gets the edge. If your quality score is high enough for a certain
keyword, Google might not even charge you the full amount of your maximum
bid.
When you see “keywords” in reference to ads think of these as the phrases
people search in Google, and your ad would appear in front of them as a
possible solution.

Keywords will be the building blocks of your ad campaign. You will research
them and learn intermediate to advanced keyword strategies in a short amount
of time. No strong Google Ads campaign runs on just a list of products, because
people don't always search that way in Google. You have to use a wider net to
catch people who have an idea of what they want, and your services can help.
That's where keyword match types come in.

Benefits of Google Ads

Google Ads allows you to take advantage of the benefits of online advertising:
show your ads to the right people, in the right place, and at the right time.
Google Ads offers several benefits, but here are the key ones:

1. Target your ads

Targeting gives you the ability to show your ads to reach people with specific
interests — namely, people who are interested in your products and services —
and show them relevant ads. Google Ads offers different ways of targeting, For
now, here's a look at the choices that you have with online ads that can make
your marketing campaigns even more targeted:

 Keywords: Words or phrases relevant to your products and service, which

are used to show your ads when customers search for those terms or visit
relevant websites.
 Ad location: Show your ads on Google search results pages and websites
that are part of the Google Search and Display Networks.
 Age, location, and language: Choose the age, geographic location, and
language of your customers.
 Days, times, and frequency: Show your ads during certain hours or days
of the week, and determine how often your ads appear.
  Devices: Your ads can appear on all types of devices, and you can fine-
tune which devices your ads appear on and when.

2. Control your costs

Google Ads gives you control over how you spend your money. There’s no
minimum. And you can choose how much you spend per month, per day, and
per ad. You’ll only pay when someone clicks your ad.

3. Measure your success

With Google Ads, if someone clicked your ad, you’ll know. If they clicked your
ad and then did something valuable to your business -- purchased your product,
downloaded your app, or phoned in an order -- you can track that, too. By
seeing which ads get clicks and which ones don’t, you’ll also quickly see where
to invest in your campaign. That, in turn, can boost the return on your
investment. You can get other valuable data, including how much it costs you,
on average, for advertising that leads to your customers’ online purchases or
phone calls. And you can also use analytical tools to learn about your
customer’s shopping habits -- how long, for instance, they tend to research your
product before they buy.

4. Manage your campaigns

Google Ads also offers you tools to easily manage and monitor accounts. If you
manage multiple Google Ads accounts, a My Client Center (MCC) manager
account is a powerful tool that could save you time. It lets you easily view and
manage all of your Google Ads accounts from a single location.

You can also manage your Google Ads account offline with Google Ads Editor,
a free, downloadable desktop application that allows you to quickly and
conveniently make changes to your account. With Google Ads Editor, you can
download your account information, edit your campaigns offline, and then
upload your changes to Google Ads. You can use Google Ads Editor to
manage, edit, and view multiple accounts at the same time, copy or move items
between ad groups and campaigns, and undo and redo multiple changes while
editing campaigns.
Why use Google ads:

1. Google’s massive reach

2. Capabilities that allow for a range of targeting
3. Harness intent
4. Maintain full control of your campaigns at all times
5. Bring any budget to the table
6. See results laid out in an easy-to-understand format in google ads
7. Get quicker results than SEO
8. Build brand awareness
9. Earn more conversions
10.Maximize ROI with different bidding strategies

How To Set Up Google Ads:

1. Learn a few basic terms

2. Organize your account
3. Set your budget
4. Pick your keywords
5. Set your keyword match types
6. Set your landing pages
7. Decide which devices to show up on
8. Write your ads

Methodology:
Research:

1. ads.google.com
2. support.google.com
3. www.smartinsights.com
4. developers.google.com

Conclusion:

Google AdWords increases the online revenue for any business. It provides
maximum exposure at user friendly prices. It is easy to use and has a user-
friendly interface. Businesses looking to expand their online presence and
translate this into revenue should start using Google AdWords today.
Project 2

Steps to create facebook campaign

Introduction:

Your Facebook ad needs three parts to run: a campaign, ad set and ad. All of
these parts make up what's called the campaign structure. Knowing how they
work together will help your ads run the way you want, and reach the right
people.You set the advertising objective at the campaign level. Here you decide
the end goal for your ads, such as driving more likes to your Page. At the ad set
level, you define your targeting strategy by setting up parameters such as
targeting, budget and schedule. Finally, your ads are creative visuals, such as
pictures or videos, that drive the audience to what you are trying to promote.
Think of the campaign as the foundation of your ad. When you decide to run an
ad, you'll always start with the campaign. Here, you'll choose an advertising
objective, such as Promote Your Page, which defines what you want your ad to
achieve.

To create a campaign:

Create a campaign in Ads Manager. Check that you're in the guided

creation workflow. If you're not, click Switch to guided creation in the
top left-hand corner of the page.

1. Select the Reach objective.
2. Enter your Campaign name and click Continue.
3. Set your Audience. To use location targeting, enter your business
address to the right of Include. Adjust the radius around the location
with the slider. Choose an option from the drop-down menu to
include or exclude people who live in or are visiting that area.

4. Select Add locations in bulk if you have multiple shops and don't

want to enter a long list of addresses. You can also use the Store
Traffic objective.
5. Enter any Detailed targeting you want.
6. Choose your Placements. If you select Automatic placements
(recommended), we optimise your ad delivery across Facebook,
Instagram and Audience Network (video only). You can also
select Edit placements to choose your own.
7. Set your Budget and schedule. We'll run your ad all the time during
your campaign by default. If you want to run your ads on a different
schedule, select Lifetime budget from the drop-down menu to the
right of Budget. Then set your Schedule.
8. Select Show advanced options to set Optimisation for ad delivery.
Choose Reach from the drop-down menu to a show your ads to the
maximum number of people. Choose Impressions to show your ads
to people as many times as possible.
 9. Set your Frequency cap to limit how many times you want your ad
to be shown to the same person and how often.
10.Choose Automatic bidding or set a Manual bid amount if you know
how much you'd like to pay per 1,000 impressions.
11.Select Continue.
12.Select your format. Choose from image and video ads, carousel ads
and slideshow ads. You can also add an Instant experience.
13.To add a map card with directions to your business, choose the
carousel format. Then go to Images and tick the box next to Add
map card with your Page location.
14.Fill in text, headline and destination URL. You can also add a call-
to-action button.
15.Click Confirm when you're ready to publish your campaign.

Why use facebook campaign?

1. Your customers spend most of their time on Facebook

Let’s start with the facts. 80% of all Internet users use Facebook. Even 65% of
adults over the age of 65 use Facebook.
It has billions of users and most of them check their Facebook page multiple
times per day.

Regardless of who your customers are, they are using Facebook. And, they use
it every day.

Therefore, one of the most important benefits of Facebook advertising is that

your customers use it daily.

2. Facebook advertising is the most targeted form of advertising

A major benefit of Facebook advertising is its ability to reach your exact

audience.

Facebook advertisement is one of the most popular types of online advertising.

You can advertise to people by age, interests, behaviour, and location.

If you really know your customers, you can use Facebook advertising to engage
them.
3. Facebook Advertising is the cheapest form of advertising

When we talk about traditional media vs social media advertising, another

major benefit of Facebook ads is that it is one of the cheapest forms of
advertising.

You can literally spend $5 and reach 1,000 people.

It does not make sense to spend more in radio ads, television commercials,
billboards, and other traditional media to reach the same audience.

4. Facebook advertising is fast

Facebook advertising is fast. It drives immediate results. You can start reaching
thousands of people today.

So if you are looking for a fast way to drive traffic and conversions, Facebook
advertising is the best solution.

5. Facebook advertising increases brand awareness

Facebook advertising will significantly build your brand awareness. It is a great

way to make people aware of what you have to offer.

The more familiar people are with your brand, the more likely they will
purchase your products when it is time to make a decision.

6. Facebook advertising increases website traffic

Facebook advertising will boost your website traffic. You can run a website
click campaign to target your audience and send them to your website.

While you can increase your website traffic through multiple sources.

The precision and cost-effectiveness of Facebook advertising make it more

beneficial than other sources.

7. Facebook advertising increases revenue, sales, and leads

Facebook advertising is not a myth. It actually drives revenue, sales, and leads.

Below is a screenshot of a business that spent $519.87 in Facebook ads and

generated $1,557.50 in sales.
On average, they spent $3.42 per conversion

Looks good right? The unfortunate part is that it is not easy to increase sales
through Facebook advertising. It takes time and experience.

You could easily waste thousands of dollars and not see any return on your
investment.

Because of this, we strongly recommend investing in a social media advertising

service or hire a Facebook advertising specialist.

Social media advertising costs for professional management normally ranges

from $400-$800/month.

Therefore, it is more cost-effective to hire a professional agency than to hire an

employee.

8. Facebook advertising is measurable

There is no guessing with Facebook advertising. The results are measurable.

And, the numbers will speak for themselves.

You will be able to see how many impressions, clicks, and conversions you are
receiving.

In order to track conversions, you will need to install conversion or Facebook

ads pixel on your website to track the activity.

This is something that your Facebook advertising specialist will help you with.

9. Facebook advertising increases your customer attribution

Facebook advertising will increase your customer attribution.

Attribution is the number of times your audience sees your brand. The more
times they interact with your business, the more likely they will convert.

Facebook advertising will help you increase your touchpoints with your
audience and leads to more conversions in the future.

10. Facebook advertising can lower your cost per acquisition

If you can get Facebook advertising to work for your business, it will likely
decrease your acquisition costs.

Because Facebook advertising is so cheap, you can cut out some of the other
expensive advertising campaigns you are invested in.

Research:

www.smartinsights.com

www.google.com

www.facebook.com

Conclusion:

In conclusion, Facebook plays many vital roles in order to connect people in the
world without boundary because almost every people these days are familiar with
Facebook .This gives us the opportunity to know more about their culture, values,
custom and tradition. Facebook’s mission is to give people the power to share and
make the world more open. People use Facebook to stay connected with friends and
family, to discover what’s going on in the world, and to share and express what
matters to them. User can share their feelings and what's happening around in our
daily life through Facebook. They also can get feedback from their friends about
their reaction toward user's feeling. It is the best medium to share feelings and
thoughts with others. User can share their achievements to get some appreciation, or
can share their sorrows to get support from the generous friends.

Facebook application is easy to be used by the user. Facebook allows user to

navigate easily and fast. Other than that, Facebook is an interactive platform help
user to chat with others, can get updates of events, can find old friends and
schoolmates. When friends go away to any other place, we often don't get the
chance to communicate with them. But now Facebook gives us the opportunity to
communicate with our Old friend very easily without any cost.

Facebook also is the king of social networking sites for a reason. We felt the safest
while navigating this site. User also can't go wrong with its great mobile app, and
being connected to their friends whenever they feel like it. In addition, Facebook
might be helping people by give convenience and in terms of communication, but
using Facebook excessively will bring us a lot of disadvantages that effect people
life. This matter should be change and must use Facebook wisely. Facebook is a full
package of communication, education, entertainment and addiction.
Project 3

Write a detailed report on Cvent IN event management software

Introduction to Cvent IN Event Management:

Cvent is a leading meetings, events, and hospitality technology provider with

nearly 4,000 employees and more than 230,000 users worldwide. Founded in
1999, the company delivers the most comprehensive event marketing and
management platform and offers a global marketplace where event
professionals collaborate with venues to create unmatched experiences. Cvent is
headquartered in McLean, Virginia, just outside of Washington D.C., and has
additional offices in London, Frankfurt, Dubai, Melbourne, New Delhi, and
Singapore among others, to support its growing global customer base. The
comprehensive Cvent event marketing and management platform offers
software solutions to event organizers and marketers for online event
registration, venue selection, event marketing and management, virtual and
onsite solutions, and attendee engagement. Cvent’s suite of products automate
and simplify the entire event management process and maximize the impact of
in-person, virtual, and hybrid events. Hotels and venues use Cvent’s supplier
and venue solutions to win more group and corporate travel business through
Cvent’s sourcing platforms and to service their customers directly, efficiently
and profitably – helping them grow and own their business. Cvent solutions
optimize the entire event management value chain and have enabled clients
around the world to manage millions of meetings and events.

Purpose of the software:

Cvent's ultimate goal is to provide planners and marketers the technology to do

what they do best. By automating and simplifying time-consuming tasks,
Cvent's event management platform will allow customers to focus more on
engaging with their attendees and maximizing the opportunity that face-to-face
interaction provides. Cvent has introduced a number of solutions that have
increased functionality to its event management solutions for before, during,
and after events.

These additional solutions for before the event help event organizers promote
and plan their events:
1. Abstract Management: Allows event organizers to source great content
with an efficient call-for-papers process. This solution enables planners to
easily manage the complete process, from collecting submissions to
publishing final selection into an agenda.

2. Appointment Solution: Ensures event attendees get the most out of their
meetings and make the right connections at conferences. Appointments
facilitate the process of scheduling meetings amongst your attendees and
powers the business model of the event.

3. Cvent Express: Provides event planners with a streamlined event set-up

process to build and launch events in minutes. New express ticketing and
one-click registration forms make attendee registration effortless.
For the event organizing activities that occur during the event, Cvent has
introduced these solutions to assist in managing and engaging attendees:

4. Event-in-a Box: Provides event planners all the hardware and supplies
they need to set up and run an event. Planners can easily set up the system
to check in attendees quickly and print name badges on-demand.

5. OnArrival: Enables event planners to make a strong first impression with

attendees onsite through an efficient check-in and registration app that
can print badges on-demand and securely collect payments.

6. LeadCapture: Allows exhibitors to manage their lead flow and measure

the impact of their participation at many conferences and tradeshows.
Custom qualification surveys, scanning, and real-time access to lead data
fuel a powerful solution that allows exhibitors to connect with
prospective buyers.

7. CrowdCompass by Cvent: Delivers a smarter event experience through

attendees' mobile devices that increases engagement and provides a
 strong return on investment. These mobile event apps integrate
seamlessly into Cvent's event management platform and include features
such as personalized schedules, gamification, social media integration,
and in-app polling that transform events into experiences. Cvent has also
created this post-event solution to aide in the process of evaluating the
impact of events:

8. Inquisium: Provides survey programs that produce reliable insights for

smart decision making. This feedback management platform allows event
organizers to truly understand the view of attendees after the event has
concluded, providing event insights and a closed-loop functionality for
follow-up tasks.

Cvent has solidified its ability to serve meetings and events of all sizes or
complexities. Collectively, these product line additions have extended the
platform’s ability to help customers navigate through the entire event lifecycle.

Research:

1. www.google.com
2. www.cvent.com
3. www.techcircle.in

Conclusion:

Technology is now the planner’s best friend. It has streamlined and simplified
modern event management processes – from venue sourcing and registration to
onsite engagement and post-event evaluation, while ensuring that different
attendee personas are served by their preferred means of communication and
interaction, such as mobile event apps.

First, however, planning successful events that appeal across personas requires a
scalable strategy, takes best practices into account, and can achieve key
objectives such as, improved ROI, effective collation of delegate data and
analysis, efficient registration, enhanced brand presence, and improved
stakeholder accountability.
Cvent's comprehensive event management platform enables organizations of all
sizes to execute even the most complex events.