INTERNSHIP REPORT

OF
SIX MONTHS INTERNSHIP , UNDERTAKEN
AT
“EXCELLENCE TECHNOLOGY, MOHALI
ON
“ DIGITAL MARKETING”
SUBMITTED IN PARTIAL FULFILLMENT OF THE DEGREE
OF
MASTER OF BUSINESS ADMINISTRATION
IN
MARKETING
SUBMITTED BY:

NAME: ARYAN KATOCH

ROLL NO: 23014326018

ACADEMIC YEAR: 2023-2025

HIMACHAL PRADESH TECHNICAL UNIVERSITY

BUSINESS SCHOOLN RAJIV GANDHI GOVERNMENT

1
ENGINEERING COLLEGE KANGRA CAMPUS ATNAGROTA
BAGWAN DISTT. KANGRA HIMACHAL PRADESH-176047

2
3
 DEPARTMENT OF MBA AT RGGEC NAGROTA
BAGWAN
DECLARATION
I “ARYAN KATOCH,” hereby declare that I have undertaken Six months Internship at “Excellence
Technology, MOHALI” during the period from January 10, 2025, to May 25, 2025 in partial
fulfillment of requirements for the award of the degree of MBA at RGGEC NAGROTA BAGWAN . The
work that is being presented in the internship report submitted to the Department of Master Of
Business Administration at RGGEC, Nagrota Bagwan, is an authentic record of internship work.

Supervisor: NAME- Aryan Katoch

4
 ABSTRACT

Digital marketing has transformed the way businesses connect with consumers, providing costeffective,
data-driven, and highly targeted strategies to enhance brand visibility and customer engagement. This
project explores the evolving landscape of digital marketing, focusing on its key components,
strategies, and the impact of emerging technologies. The study delves into various aspects of digital
marketing, including search engine optimization (SEO), social media marketing (SMM), content
marketing, email marketing, and pay-per-click (PPC) advertising, while highlighting the role of analytics
in decision-making.

The research aims to analyze the effectiveness of digital marketing techniques in today’s competitive
business environment, emphasizing how businesses leverage online platforms to increase reach and
improve customer retention. A case study approach evaluates successful digital marketing campaigns,
providing insights into best practices and innovative approaches. The project also discusses the
challenges faced in digital marketing, such as algorithm updates, data privacy concerns, and audience
targeting complexities, and suggests solutions to optimize marketing efforts.

Additionally, the study examines the role of artificial intelligence, automation, and big data analytics in
shaping the future of digital marketing. It highlights how personalization, predictive analytics, and
chatbot interactions redefine customer experiences. The findings from this project serve as a guide for
businesses and marketers to develop more effective digital marketing strategies that align with evolving
consumer behaviors and technological advancements.

This research contributes to a better understanding of digital marketing dynamics, offering practical
insights for businesses aiming to enhance their online presence and engagement. By leveraging data-
driven marketing strategies, organizations can achieve higher conversion rates and long-term customer
loyalty.

5
 ACKNOWLEDGEMENT

I, ARYAN KATOCH, express my sincere gratitude to the HPTU BUSINESS SCHOOL AT RGGEC for
providing me the opportunity to undergo six months of industrial training during my MBA IN
MARKETING . I would like to thank Prof. Suneet kumar, Head of Department (HOD) of the Masters of
Business Administrative department at RGGEC for his kind support. I also want to thank all other
faculty members of the MBA department and my friends for their help and support.

ARYAN KATOCH

ROLL NO:23014326018

6
 ABOUT THE COMPANY

• Excellence Technology stands as a premier institution committed to driving innovation and

fostering excellence in the technology sector.

• With a mission to equip individuals with advanced skills and practical knowledge, we bridge the

gap between academic learning and real-world application.

• Our curriculum is meticulously designed to cover emerging trends, empowering learners to

stay ahead in the competitive tech landscape.

• Through hands-on training, industry-relevant projects, and expert mentorship, we nurture

talent and cultivate a growth-oriented mindset.

• We take pride in our inclusive learning environment that encourages curiosity, collaboration,

and problem-solving.

• Our dedicated faculty and state-of-the-art facilities provide an immersive experience, preparing

students for successful careers.

• At Excellence Technology, we strive to shape the future of technology by promoting continuous

learning and development.

• Join us to embark on a transformative journey of skill-building and career advancement in the

dynamic world of technology.

7
Table of Contents
Certificate by Company ............................................................................................................. 2

Declaration .................................................................................................................................. 3

Abstract ........................................................................................................................................ 4

Acknowledgement ....................................................................................................................... 5

Literature Review………………………………………………………………………………..6

Research Methodology ………………………………………………………………………….7

About the Company .................................................................................................................... 8

CHAPTER 1: Introduction to Digital Marketing ............................................................... 9-13

1.1 Definition and Evolution of Digital Marketing
1.2 Comparison with Traditional Marketing
1.3 Overview of Digital Marketing Channels
CHAPTER 2: Overview of Shopify .................................................................................... 14-17
2.1 What is Shopify?
2.2 Why Shopify for Beginners and Businesses
2.3 Shopify Pricing and App Ecosystem
CHAPTER 3: Search Engine Optimization (SEO) ......................................................... 18-22
3.1 Introduction to SEO
3.2 On-page SEO
3.3 Off-page SEO
3.4 Technical SEO
3.5 Tools for SEO
CHAPTER 4: PPC Advertising ......................................................................................... 23-25
4.1 Introduction to PPC and Google Ads
4.2 Campaign Setup and Optimization Strategies
4.3 Cost Management and ROI Analysis
CHAPTER 5: Social Media Marketing Strategies .......................................................... 26-28
5.1 Platforms Overview
5.2 Building a Social Media Strategy
5.3 Paid vs. Organic Social Media Growth
CHAPTER 6: Analytics and Performance Tracking ...................................................... 29-31
6.1 Google Analytics and Shopify Built-in Analytics
6.2 Benefits of Google Analytics
8
6.3 Ad Performance Report
CHAPTER 7: Challenges Faced and Solutions .................................................................... 32
CHAPTER 8: Case study- Running a Google campaign ................................................ 33-34
8.1 Objective of Campaign
8.2 Strategy used
8.3 Learnings from the campaign
CONCLUSION ........................................................................................................................ 35
REFERENCES & BIBLIOGRAPHY ..................................................................................... 36
APPENDIX ........................................................................................................................... 37-43

9
Chapter 1: Introduction to Digital Marketing
1.1 Definition and Evolution of Digital Marketing
Digital marketing refers to the use of digital channels, platforms, and technologies to promote
products, services, or brands to a target audience. It encompasses a broad range of online marketing
activities, including search engine optimization (SEO), social media marketing (SMM), email marketing,
content marketing, and pay-per-click (PPC) advertising.

The evolution of digital marketing can be traced back to the early days of the internet. Initially,
businesses relied on basic websites and email campaigns. As search engines like Google emerged, SEO
became a crucial aspect of digital marketing. The rise of social media platforms such as Facebook,
Twitter, and Instagram revolutionized how brands interact with customers. Today, artificial intelligence
(AI), data analytics, and automation play a significant role in optimizing digital marketing strategies for
better engagement and conversions.

Importance in the Modern Business Landscape

Digital marketing has become essential for businesses due to the increasing reliance on the internet
and digital devices. Here are some key reasons why digital marketing is crucial in today’s business
environment:

1. Wider Audience Reach: Digital marketing enables businesses to connect with a global
audience that transcends geographical boundaries.

2. Cost-Effectiveness: Compared to traditional marketing, digital campaigns often require lower

investment while yielding higher returns.

3. Targeted Advertising: With tools like Google Ads and Facebook Ads, businesses can target
specific demographics, interests, and behaviors.

4. Measurable Results: Digital marketing provides real-time analytics, enabling businesses to

track performance and adjust strategies accordingly.

5. Customer Engagement: Social media and email marketing enable direct interaction with
customers, fostering brand loyalty and trust.

6. Adaptability: Businesses can quickly modify marketing strategies based on market trends and
customer feedback.

10
1.2 Comparison with Traditional Marketing
Aspect Traditional Marketing Digital Marketing

Websites, social media, email, search

Medium Print, TV, radio, billboards
engines

Higher costs for production and More cost-effective, scalable

Cost
distribution advertising options

Audience Global reach with precise audience

Limited to specific regions
Reach targeting

Interaction One-way communication Two-way interaction with customers

Difficult in measuring campaign Real-time data analytics and

Measurability
effectiveness performance tracking
Changes require more time and Quick modifications and real-time
Flexibility investment optimization

In conclusion, digital marketing has transformed the way businesses promote their products and
services. Its ability to reach a vast audience, provide measurable results, and adapt to changing market
conditions makes it a preferred choice over traditional marketing methods. Businesses that embrace
digital marketing strategies are more likely to stay competitive and achieve longterm success in today’s
digital-first world.

1.3 Overview of Digital Marketing Channels

Digital marketing utilizes multiple channels to connect with target audiences, increase brand
awareness, and drive conversions. Each channel serves a unique purpose and can be used individually
or in combination for an effective marketing strategy. Below is an overview of some of the most
important digital marketing channels

11
 Figure 1 Types of Digital Marketing Channels

1. Social Media Marketing (SMM)

Social media marketing involves utilizing social media platforms, including Facebook, Instagram,
Twitter, LinkedIn, and TikTok, to promote brands, engage with customers, and drive website traffic.

Key Aspects:

• Content Creation: Posting images, videos, stories, and live streams to engage users.
• Paid Advertising: Running targeted ads to reach specific demographics.
• Community Engagement: Responding to comments, messages, and reviews.
• Analytics & Insights: Tracking engagement metrics like likes, shares, and impressions.

Benefits:

Increases brand awareness and loyalty

Provides a direct channel for customer interaction

Cost-effective compared to traditional advertising

Challenges:

Requires consistent content creation

Can be time-consuming to manage multiple platforms

2. Email Marketing
Email marketing involves sending promotional emails, newsletters, and personalized offers to
subscribers. It is a powerful tool for lead nurturing and customer retention.

Key Aspects:

• Email Campaigns: Sending bulk emails for promotions, discounts, and updates.
• Automation: Setting up automated email sequences for new subscribers or abandoned carts.
• Personalization: Customizing emails based on user preferences and behavior.

Benefits:

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 High return on investment (ROI)

Direct and personalized communication with customers Effective for

lead nurturing and retention

Challenges:

Emails can end up in spam folders if not optimized properly

Requires a strong email list and engaging content

3. Search Engine Marketing (SEM)

Search engine marketing refers to paid advertising on search engines like Google and Bing. It primarily
includes Pay-Per-Click (PPC) advertising through Google Ads.

Key Aspects:

• Google Ads: Running ads that appear at the top of search results.
• Keyword Targeting: Selecting relevant keywords for ad placement.
• Bidding Strategy: Setting budgets and bids to maximize ad visibility.

Benefits:

Immediate visibility on search engines

Targeted advertising based on search intent Measurable

results with detailed analytics Challenges:

Can be expensive for competitive keywords

Requires continuous optimization and monitoring

4. Content Marketing
Content marketing focuses on creating and distributing valuable, relevant, and consistent content to
attract and retain an audience.

Key Aspects:

• Blogging: Writing informative and engaging articles.

• Video Marketing: Creating videos for YouTube, social media, or websites.
• Infographics & E-books: Providing visually appealing and detailed information.
• SEO Optimization: Ensuring content ranks well on search engines.

Benefits:

It builds authority and trust with audiences

Improves SEO and organic search rankings Generates long-

term engagement and leads

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Challenges:

Takes time to see significant results

Requires ongoing content creation and updates

5. Affiliate Marketing
Affiliate marketing is a performance-based marketing strategy where businesses reward affiliates
(partners) for driving traffic or sales through their referral links.

Key Aspects:

• Affiliate Partnerships: Collaborating with influencers, bloggers, and website owners.

• Commission-Based Rewards: Paying affiliates based on sales, leads, or clicks.
• Tracking & Analytics: We use unique tracking links to monitor performance.

Benefits:

Cost-effective as payment is based on performance

Expands brand reach through affiliate networks Builds

partnerships with industry influencers Challenges:

Requires strong affiliate relationships and trust

Difficult to manage and track multiple affiliates

6. Influencer Marketing
Influencer marketing involves partnering with social media influencers or industry experts to promote
products or services.

Key Aspects:

• Choosing the Right Influencer: Selecting influencers based on audience alignment and
engagement rate.
• Sponsored Content: Paying influencers to create and share content about a brand.
• Brand Ambassadors: Establishing long-term partnerships with influencers.

Benefits:

Enhances brand credibility and trust

Reaches a highly engaged audience

Increases social media engagement and conversions

Challenges:

Can be expensive for high-profile influencers

Results can vary based on influencer credibility

14
Chapter 2: Overview of Shopify:-
2.1 What is Shopify?
Shopify is a leading cloud-based e-commerce platform that enables individuals and businesses to
create, manage, and scale online stores without requiring advanced technical skills. Launched in 2006,
Shopify has rapidly grown to become one of the most popular choices for entrepreneurs and
businesses worldwide looking to establish an online presence.

The platform offers an all-in-one solution, including website hosting, shopping cart functionality,
payment gateway integration, inventory management, marketing tools, and mobile responsiveness.
Users can sell products online via their own website, on social media platforms like Facebook and
Instagram, and even in physical retail environments using Shopify POS (Point of Sale) systems.

Figure 2 Home page Shopify

15
Key features of Shopify:

• Drag-and-drop store builder

• Mobile-optimized themes
• Integrated payment systems
• Multi-channel selling (Facebook, Instagram, Amazon)
• Security and compliance (SSL, PCI DSS)
• 24/7 customer support

Shopify simplifies the process of starting an e-commerce business, making it especially appealing to
beginners and small business owners.

2.2 Why Shopify for Beginners and Businesses

Shopify is particularly popular among small-to-medium businesses and first-time entrepreneurs for
several reasons:

Ease of Use

Shopify requires no coding knowledge. The intuitive dashboard and drag-and-drop functionality allow
users to build a fully functional online store in just a few hours.

All-in-One Solution

From hosting to checkout, Shopify handles everything in one place. This reduces the need for multiple
tools and services, making management easier for non-technical users.

Professional Design

Shopify offers a wide variety of responsive and customizable themes. These themes are designed to
provide a seamless shopping experience across devices, which is critical in today’s mobile-first world.

Security & Reliability

Shopify ensures secure transactions and uptime stability, offering built-in SSL certificates and PCI
compliance for online payments.

Customer Support

Shopify offers 24/7 support via live chat, email, and phone. This is a valuable feature for users who may
need help resolving technical issues quickly.

App Integrations

Through the Shopify App Store, users can integrate marketing tools, SEO optimizers, shipping apps,
CRM systems, and much more, allowing them to scale and automate various aspects of their business.

Comparison with Other E-commerce Platforms

Below is a comparison of Shopify with other popular e-commerce platforms:

16
 WordPress + Magento (Adobe
Feature Shopify Wix
WooCommerce Commerce)
Moderate (requires Difficult (developer
Ease of Use Very Easy Very Easy

hosting) required)
Customization High Very High Medium Very High
Hosting
Yes No Yes No
Included

WordPress + Magento (Adobe

Feature Shopify Wix
WooCommerce Commerce)
Requires manual
Security Built-in Requires setup Built-in
configuration
Themes & Premium, Extensive (with Limited Advanced but
Design responsive plugins) options complex
App Store / Fewer
8,000+ apps 50,000+ plugins Extensions available
Plugins integrations
Starts at Expensive setup &
Cost Hosting + plugins Starts free
₹1,994/mo maintenance
Scalability High High Medium Very High

Figure 3 Themes in Shopify

17
Summary
• Shopify is best for users who want a ready-to-go, scalable platform with minimal technical
involvement.
• WooCommerce is ideal for those familiar with WordPress and looking for high customization.
• Wix suits freelancers or small shops with basic e-commerce needs.
• Magento is enterprise-grade and suitable for large-scale businesses with technical teams.

2.3 Shopify Pricing and App Ecosystem

Shopify Pricing (as of 2025)

Plan Monthly Cost

Key Features
Name (INR)
Basic ₹1,994 Online store, 2 staff accounts, basic reports
Shopify ₹7,447 Professional reports, up to 5 staff accounts
Advanced report builder, up to 15 staff, lower transaction
Advanced ₹30,164
fees
Starter ₹20/month (USD) For selling on social and messaging apps only
Enterprise-grade features, API support, dedicated
Plus Custom Pricing account
manager

Transaction Fees

• Shopify Payments: 0% transaction fees

• Third-party payment gateways: Additional 2% fee on Basic plan

App Ecosystem

The Shopify App Store hosts more than 8,000 apps that extend store functionality. These apps cover:

• Marketing & SEO (e.g., Klaviyo, Plug In SEO)

• Inventory & Shipping (e.g., Oberlo, Shiprocket)
• Customer Support (e.g., Tidio, Zendesk)
• Analytics & Reports (e.g., Lucky Orange, Google Analytics plugins)

Apps range from free to premium, allowing users to scale their operations based on business needs.

Conclusion
Shopify’s powerful features, ease of use, and rich app ecosystem make it one of the most accessible
and scalable e-commerce solutions. It is ideal for students, entrepreneurs, and smallto-medium

18
businesses that want to quickly launch and grow an online store without heavy investment in web
development.

Chapter 3: Search Engine Optimization (SEO)

3.1 Introduction to SEO
What is SEO?

Search Engine Optimization (SEO) is the process of optimizing a website to improve its visibility on
search engines like Google, Bing, and Yahoo. The goal of SEO is to rank higher in search engine results
pages (SERPs) and attract organic (non-paid) traffic.

Why is SEO Important?

Increases Website Traffic – Higher rankings lead to more visitors.

Boosts Credibility and Trust – Websites on the first page of search results are seen as more
trustworthy.
Cost-Effective Marketing – Unlike paid ads, organic traffic is free.

Better User Experience – SEO involves optimizing website speed, mobile-friendliness, and usability.

Competitive Advantage – A well-optimized website can outperform competitors in search rankings.

How Search Engines Work

1. Crawling: Search engines use bots (crawlers) to scan web pages.

2. Indexing: The scanned data is stored in the search engine’s database.

19
 3. Ranking: Algorithms determine which pages appear in search results based on relevance,
content quality, and user engagement.

There are three main types of SEO:

• On-Page SEO – Optimizing individual web pages for search engines.

• Off-Page SEO – Building backlinks and improving website authority.
• Technical SEO – Improving the backend of a website for better performance and indexing.

3.2 On-Page SEO

On-page SEO refers to optimizing the content and HTML elements of a webpage to improve its ranking.

Figure 4 On-page SEO

Key Elements of On-Page SEO

1. Keyword Research • Identify relevant keywords using tools like Google Keyword Planner,
Ahrefs, or SEMrush.
• Focus on long-tail keywords (e.g., "best SEO tips for beginners") for better targeting.

20
 • Use keywords naturally in titles, headings, and content.

2. Title Tags & Meta Descriptions

• The title tag should include the primary keyword and be under 60 characters.
• The meta description should summarize the page content in 150-160 characters.
3. Header Tags (H1, H2, H3, etc.)

• The H1 tag should contain the primary keyword.

• H2 and H3 tags help structure the content and improve readability.

4. URL Structure

• Use short, descriptive URLs (e.g., example.com/on-page-seo-tips).

• Avoid special characters and numbers in URLs.

5. Image Optimization

• Compress images to improve page speed.

• Use alt text with keywords to help search engines understand image content.

6. Internal Linking

• Link to other relevant pages on your site to improve navigation and user engagement.
• Example: Linking from a blog post to a related service page.

7. Mobile Friendliness

• Use a responsive design to ensure the site looks good on all devices.
• Test mobile usability with Google’s Mobile-Friendly Test tool.

8. Page Speed Optimization

• Compress images, enable browser caching, and use a content delivery network (CDN).
• Use tools like Google PageSpeed Insights or GTmetrix to analyze speed.

3.3 Off-Page SEO

Off-page SEO involves activities outside your website to improve its authority and ranking.

21
 Figure 5 Off-page SEO

Key Off-Page SEO Strategies

1. Link Building (Backlinks)

Backlinks (links from other websites to yours) are one of the most important ranking factors.

• High-Quality Backlinks – Links from authoritative websites improve rankings.

• Guest Blogging – Writing articles for other websites in exchange for backlinks.
• Broken Link Building – Finding broken links on other sites and suggesting your content as a
replacement.

2. Social Media Engagement

• Sharing content on platforms like Facebook, Twitter, LinkedIn, and Instagram.

• More shares and engagement can increase brand visibility and traffic.

3. Influencer Outreach

• Collaborate with influencers to promote content and gain backlinks.

4. Local SEO

• Optimize for local searches by claiming a Google My Business listing.

• Collect customer reviews to build credibility.

5. Content Marketing

• Publish high-quality blog posts, infographics, and videos to attract organic traffic and backlinks.

3.4 Technical SEO

Technical SEO improves a website’s backend for better indexing and user experience.

1. Website Speed Optimization

• Enable caching and minify CSS/JavaScript files.

• Use fast-loading themes and optimize images.

2. XML Sitemap & Robots.txt

• XML Sitemap: Helps search engines discover pages.

• Robots.txt: Directs search engine bots on which pages to crawl or ignore.

3. HTTPS & Website Security

• Use an SSL certificate (HTTPS) to secure user data.

• Implement security plugins like Wordfence or Sucuri for WordPress.

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4. Mobile Optimization

• Ensure pages load quickly on mobile devices.

• Use Google’s Mobile-Friendly Test.

5. Canonical Tags & Duplicate Content

• Use canonical tags to avoid duplicate content issues.

• Avoid publishing the same content on multiple pages.

6. Structured Data (Schema Markup) • Helps search engines understand content better (e.g.,
adding star ratings for product reviews).
• Use Google’s Schema Markup Validator to check structured data.

3.5 Tools for SEO

Using SEO tools can help analyze, track, and improve website performance.

1. Keyword Research Tools

Google Keyword Planner

Ubersuggest

Ahrefs

SEMrush

2. On-Page SEO Tools

Yoast SEO (for WordPress)

Rank Math

Surfer SEO

3. Off-Page SEO & Backlink Analysis

Ahrefs

Moz Link Explorer

SEMrush Backlink Audit

4. Technical SEO Tools

Google Search Console (for indexing and error reports)

Screaming Frog SEO Spider (for website audits)

Google PageSpeed Insights (for speed optimization)

23
SEO is a crucial digital marketing strategy that helps websites rank higher in search engine results and
attract organic traffic. By implementing on-page SEO, off-page SEO, and technical SEO, businesses
can improve their online presence and user experience. Using SEO tools ensures effective monitoring
and optimization for long-term success.

Chapter 4: Pay-Per-Click (PPC) Advertising

4.1. Introduction to PPC and Google Ads
What is PPC Advertising?

Pay-Per-Click (PPC) is a digital advertising model in which advertisers pay a fee each time their ad is
clicked. Rather than earning visits organically, businesses "buy" visits to their website. PPC is one of the
most effective forms of online advertising for quick visibility and lead generation.

How PPC Works

PPC ads appear on search engines (like Google or Bing), social media platforms, and various websites.
The most common PPC platform is Google Ads, which displays ads on Google’s search engine and its
partner websites.

When a user enters a search query, Google Ads runs an auction to determine which ads appear and in
what order. The auction considers:

• Bid amount – How much the advertiser is willing to pay.

• Quality Score – A combination of ad relevance, expected click-through rate (CTR), and landing
page experience.
• Ad Rank – Determines the ad’s position on the page.

4.2. Campaign Setup and Optimization Strategies

4.2.1 Campaign Setup in Google Ads

24
 Figure 6 Google Ad Campaign

Step 1: Define Your Campaign Goal

Choose from objectives like:

• Sales
• Leads
• Website traffic
• Brand awareness

Step 2: Choose Campaign Type

• Search Ads – Text ads that appear in Google search results.

• Display Ads – Banner ads shown on Google Display Network websites.
• Shopping Ads – Product ads for e-commerce stores.
• Video Ads – Ads shown on YouTube.
• App Promotion Ads – Promote mobile applications.

Step 3: Targeting Options

• Keywords – Select keywords that users might search for.

• Location Targeting – Show ads in specific cities, regions, or countries.
• Demographics – Target users by age, gender, income, etc.
• Device Targeting – Choose whether ads appear on desktop, mobile, or tablets.

Step 4: Budget & Bidding

• Set a daily budget or monthly budget.

• Choose a bidding strategy (e.g., Manual CPC, Maximize Clicks, Target ROAS).

Step 5: Create Ad Groups & Ads

• Group related keywords into ad groups.

• Write compelling ad copy including headlines, descriptions, and display URLs.
• Use ad extensions like sitelinks, callouts, or call extensions to improve visibility.

25
4.2.2 Optimization Strategies

1. Keyword Optimization

• Use keyword tools to find high-intent keywords.

• Add negative keywords to avoid irrelevant clicks.
• Regularly monitor and update keyword performance.

2. A/B Testing Ads

• Test different versions of ads to see which performs best.

• Analyze metrics like click-through rate (CTR), conversion rate, and cost-per-click (CPC).

3. Landing Page Optimization

• Ensure your landing page is relevant to the ad and keyword.

• Keep it fast, mobile-friendly, and user-focused.
• Include strong calls-to-action (CTAs).

4. Quality Score Improvement

• Ensure your ads are relevant to the user’s search intent.

• Align keywords with ad copy and landing pages.
• Improve CTR through better ad copy and targeting.

4.3. Cost Management and ROI Analysis

• Key Metrics to Track

Metric Description
CPC (Cost Per Click) The amount paid for each click on an ad.
CTR (Click-Through Rate) Percentage of people who click after seeing the ad.
Percentage of users who complete a desired action after clicking
Conversion Rate
the ad.
CPA (Cost Per
Average cost to acquire one customer.
Acquisition)
ROAS (Return on Ad
Revenue earned for every dollar spent on ads. Spend)

4.3.3 Calculating ROI (Return on Investment)

ROI helps evaluate whether your PPC campaigns are profitable. Formula:

ROI = (Revenue from Ads – Cost of Ads) / Cost of Ads × 100 Example:

• Revenue = ₹50,000
• Ad Spend = ₹20,000
26
 • ROI = (50,000 - 20,000) / 20,000 × 100 = 150%

Chapter 5: Social Media Marketing Strategies

5.1. Platforms Overview
Each social media platform caters to a unique audience and offers different types of content formats.
Understanding these platforms is crucial for crafting effective marketing strategies.

1. Instagram

• Audience: Predominantly Millennials and Gen Z.

• Best For: Visual content (images, videos, reels, stories).
• Features: Stories, Reels, IGTV, Shopping, Live.
• Strengths: Influencer marketing, brand storytelling, lifestyle promotion.

2. LinkedIn

• Audience: Professionals, B2B audiences, recruiters.

• Best For: Networking, thought leadership, industry news.
• Features: Company pages, LinkedIn articles, job postings, events.
• Strengths: B2B lead generation, employer branding, professional content.

X (formerly Twitter)

• Audience: Diverse, with a focus on real-time updates.

• Best For: News, opinions, trending topics, customer engagement.
• Features: Threads, spaces (audio), hashtags, polls.
• Strengths: Real-time marketing, brand voice, customer service.

Other Notable Platforms:

• Facebook: Strong for community building, local targeting, groups.

27
 • YouTube: Long-form video content, tutorials, brand storytelling.
• Pinterest: Visual discovery for DIY, fashion, food, and more.

5.2. Building a Social Media Strategy

1. Set Clear Goals

Define what you want to achieve:

• Increase brand awareness

• Drive website traffic
• Generate leads or sales
• Build a community
• Improve customer service

2. Know Your Audience

Use audience research tools or platform insights to learn:

• Age, gender, location

• Interests and behaviors
• Preferred platforms
• Content consumption patterns

3. Choose the Right Platforms

Focus on platforms where your audience is most active. For

example:

• B2B: LinkedIn, X
• B2C: Instagram, Facebook, TikTok

4. Create a Content Plan

Balance your content types:

• Educational: Tips, tutorials, industry insights

• Entertaining: Memes, challenges, behind-the-scenes
• Promotional: Product launches, discounts
• Engaging: Polls, quizzes, user-generated content

Use a content calendar to stay consistent and organized.

5. Use Hashtags and Trends

Hashtags increase reach and discoverability.

• Use trending hashtags carefully and relevantly.

• Create branded hashtags for campaigns.

28
5.3. Paid vs. Organic Social Media Growth
1. Organic Social Media

Involves unpaid strategies to grow reach and engagement.

Pros:

• Builds authentic relationships

• Cost-effective
• Great for community building

Cons:

• Slower growth
• Limited reach due to algorithms

Organic Growth Tactics:

• Posting consistently
• Engaging with followers
• Collaborating with influencers
• Running contests or giveaways
• Leveraging user-generated content

2. Paid Social Media

Involves running ads on platforms to boost visibility and conversions.

Pros:

• Quick reach and results

• Precise targeting (age, location, interests, behavior)
• Scalable and measurable

Cons:

• Requires budget
• Needs ad optimization knowledge

Popular Ad Types:

• Instagram/Facebook Ads: Image, carousel, story, reel ads

• LinkedIn Ads: Sponsored content, InMail, text ads
• TikTok Ads: In-feed videos, branded challenges
• X Ads: Promoted tweets, trends, and accounts

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Chapter 6: Analytics and Performance
Tracking
Effective digital marketing is data-driven. To understand how well your online store performs and how
users interact with it, using analytics tools is essential. This chapter explores the use of Shopify’s built-
in analytics, Google Analytics, and how various metrics and advertising reports help in ROI (Return
on Investment) calculation.

6.1 Google Analytics and Shopify Built-in Analytics

6.1.1 Shopify Built-in Analytics

Shopify provides a comprehensive dashboard that allows store owners to monitor key performance
indicators (KPIs) directly from their admin panel. The built-in analytics include:

• Live View: Shows real-time traffic, current visitors, and active carts.

• Sales Reports: Revenue, orders, returns, and net sales.

• Customer Reports: New vs. returning customers, geographic data, and device usage.

• Marketing Reports: Track sessions and conversions from each campaign.

• Behavior Reports: Understand how users interact with your website.

Figure 7 Shopify Analytics

6.1.2 Google Analytics

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Google Analytics (GA4) provides more granular and customizable tracking. To integrate it with Shopify:

• Add the Google Analytics tracking ID or use the Google & YouTube app from the Shopify
app store.

• Configure E-commerce Tracking and Enhanced E-commerce features.

Benefits of Google Analytics over built-in reports:

• In-depth audience segmentation (age, interests, source, device)

• Funnel visualization (where customers drop off)

• Goal and event tracking (like add-to-cart, checkout, and purchases)

• Cross-platform tracking (track ads, email, and organic visits together)

Figure 8 Google Analytics

6.3 Ad Performance Reports

To measure the success of paid marketing campaigns, I analyzed ad reports from Meta Ads Manager
and Google Ads:

Meta Ads Insights (Instagram/Facebook):

• CTR (Click-Through Rate): Measured how many people clicked the ad.

• CPC (Cost Per Click): Calculated the cost to drive a single visitor to the site.

• Reach & Impressions: Total users reached and how many times ads were shown.

• ROAS (Return on Ad Spend): Revenue generated compared to the ad spend.

Google Ads Performance:

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 • Search campaign tracked clicks on branded and product keywords.

• Display ads used for remarketing visitors who didn’t complete purchases.

• Conversion tracking was set up via Google Analytics to link ad clicks with sales.

6.4 ROI (Return on Investment) Calculation

ROI is one of the most important indicators of how profitable your marketing efforts are.

Formula:

ROI = (Net Profit from Campaign – Cost of Campaign) / Cost of Campaign × 100 Example

from Project Campaign:

• Total Ad Spend: ₹3,000

• Revenue from Ad Campaign: ₹9,000

• Net Profit (after product cost): ₹5,000

• ROI = (₹5,000 – ₹3,000) / ₹3,000 × 100 = 66.67%

This indicates that the campaign returned 66.67% profit over the money spent. Using such insights
helps in scaling successful campaigns and stopping underperforming ones.

Conclusion
Analytics and performance tracking played a crucial role in evaluating the success of my Shopify website
and digital marketing efforts. While Shopify’s built-in analytics provided immediate insights, Google
Analytics helped in making data-driven, long-term decisions. Ad performance reports and ROI tracking
enabled strategic planning for future campaigns, making the digital marketing process measurable,
scalable, and efficient.

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Chapter 7: Challenges Faced and Solutions
I faced several challenges while creating my Shopify website and digital marketing activities. These
included technical issues with the platform, difficulties in marketing, and budget limitations. Below is a
summary of the main problems and how I solved them.

1. Technical Issues with Shopify

• Limited Theme Customization: Free Shopify themes had limited design options. Solution: I
used the Shopify Theme Editor for basic changes and installed free apps for extra features.
• Too Many Apps Slowed the Website: Installing too many apps made the website slower.
Solution: I removed unnecessary apps and used multipurpose apps like Vitals to improve
speed.

2. Marketing Challenges
• Low Social Media Reach: My posts on Instagram and Facebook were not getting enough likes
or views.
Solution: I used better hashtags, posted regularly, and engaged with followers through stories
and polls.

• High CPC (Cost Per Click) in Ads: My Facebook and Instagram ads were expensive and not
converting well.
Solution: I improved ad targeting, tested different images and texts, and ran retargeting ads to
people who had visited the website.

3. Budget Constraints

• Limited Funds for Ads and Tools: I had a small budget for marketing and couldn’t buy
premium tools.

Solution: I used free tools like Google Analytics, free Shopify apps, and Canva for designing. I
also ran ads with a small daily budget.

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Conclusion
Even with some difficulties, I was able to manage the website and marketing successfully by using free
tools, planning smartly, and learning from my mistakes. These challenges helped me improve my
practical skills in both e-commerce and digital marketing.

Chapter 8: Case Study – Running a Google

Campaign
As part of my project, I ran a Google Ads campaign to promote my Shopify website and increase traffic
and sales. This case study covers the campaign’s goals, strategy, results, and key takeaways.

8.1 Objective of the Campaign

The main objectives of the campaign were:

• To increase website traffic from Google Search

• To promote a featured product on my store
• To generate leads or sales through paid clicks
• To test the effectiveness of Google Ads for small-budget marketing 8.2 Strategy Used
Platform:

The campaign was created using Google Ads focusing on Search Network ads. These ads appeared
when users searched for specific keywords related to the product.

Ad Type:

• Text-based search ad with product benefits and a call-to-action

• Example headline: Discover Viral Products Online – Aesthetic, Useful & Perfect for Gifting

Target Audience:

• Location: India
• Devices: Mobile and Desktop
• Language: English
• Audience: Users searching for specific product-related keywords

Keywords Used:
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 • Perfect Gifts for Teens
• Shop Aesthetic Must-Haves
• Fast Shipping, Cute Finds
• Smart, Cute & Affordable

Ad Budget:

• Total Budget: ₹1,500

• Daily Budget: ₹150
• Duration: 10 days
• Bidding Strategy: Maximize Clicks

Landing Page:

The ad directed users to a specific product page on the Shopify website with a fast-loading, mobile-
optimized design.

8.4 Learnings from the Campaign

1. Targeted Keywords Work Better Keywords with clear buyer intent (like “buy now” or “under
₹500”) performed better than generic terms.
2. Landing Page Matters
Having a clean, mobile-friendly landing page increased time spent on the site and reduced
bounce rate.

3. Small Budgets Can Still Perform

Even with a limited budget, the campaign brought good results when well-optimized. 4. CTR
Depends on Ad Copy

A clear, attractive headline and call-to-action improved the click-through rate.

5. Need for Retargeting

Many visitors didn’t convert on the first visit. In future, running a remarketing campaign could
help recover those lost conversions.

Conclusion:
Running a Google Search campaign gave me real-world experience in planning, executing, and
optimizing paid ads. I learned how to choose keywords, set up targeting, manage a budget, and analyze
ad performance. This helped me understand the value of data in improving marketing results and
making better decisions for future campaigns.

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Conclusion
This project gave me hands-on experience in digital marketing through the development and
promotion of an online store using Shopify. I learned how to design a functional e-commerce website,
apply marketing strategies like SEO, social media marketing, and Google Ads, and measure
performance using analytics tools.

One of the biggest successes of the project was launching a live store and attracting real visitors
through both organic and paid campaigns. I saw how digital tools can directly impact website traffic,
user engagement, and sales. Despite facing challenges like a limited budget, technical limitations on
Shopify, and high advertising costs, I found creative and cost-effective solutions to move forward.

Most importantly, this project helped me connect theoretical concepts with real-world applications. I
now understand how online businesses grow, how marketing campaigns are run and optimized, and
how to track return on investment using data.

In today’s digital-first world, these skills are highly relevant. This experience has prepared me for future
roles in digital marketing, web development, or e-commerce management. Overall, the project was a
valuable and practical learning experience that combined technology, creativity, and business strategy.

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References and Bibliography
Below is a list of all the tools, platforms, articles, and resources used throughout the course of this
digital marketing project.

1. Tools and Platforms Used

• Shopify – Website development and e-commerce management https://www.shopify.com
• Roposo clout- website used for dropshipping products into the online store Categories
• Google Ads – Paid marketing campaigns https://ads.google.com
• Meta Ads Manager (Facebook/Instagram Ads)
https://www.facebook.com/business/tools/ads-manager
• Google Analytics (GA4) – Website and campaign performance tracking
https://analytics.google.com
• Canva – Designing social media creatives and banners https://www.canva.com
• Keywords Everywhere – Keyword research and SEO analysis
https://keywordseverywhere.com
• PageSpeed Insights – Website performance analysis https://pagespeed.web.dev
• Blogger – On-page SEO best practices
https://www.blogger.com/blog/posts/2846904429606541072

2. Articles and Learning Resources

• Google Skillshop – Google Ads Search Certification https://skillshop.exceedlms.com
• Shopify Help Center – Store setup and customization https://help.shopify.com
• Moz Beginner's Guide to SEO https://moz.com/beginners-guide-to-seo
• HubSpot Blog – Email marketing and content marketing strategies
https://blog.hubspot.com

3. Others
• YouTube Tutorials (e.g., Shopify setup, Google Ads basics)
• Digital Marketing course notes and class lectures
• Peer discussions and online community forums (Quora, Shopify Community)

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Appendix:
This appendix provides supplementary visual documentation for the digital marketing project. Figures
9–13 show screenshots of the Shopify-based website (homepage, product pages, themes used, Shopify
analytics, checkout page, etc.). Figures 14–16 present sample marketing campaign dashboards (from
Meta Ads or Google Ads), and Figure 6 shows an analytics report (Google Analytics). For context,
Shopify is one of the largest e-commerce platforms, accounting for ~10.3% of global e-commerce traffic
and powering over 5.7 million active online stores worldwide.io. So these examples reflect typical
scenarios encountered in online retail marketing.

1.
Screenshots of the SHOPIFY:

Figure 9 Homepage

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Figure 10 Shopify Theme

Figure 11 Pages added

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Figure 12 Marketing

Figure 13 Campaigns

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2. Screenshots of Google Ads or Meta Ads campaign
dashboards

Figure 14 Google Campaign( performance max)

Figure 15 Google campaign( website traffic)

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 Figure 16 Ad on google

3. Analytics reports (from Google Analytics or Shopify

reports)

Figure 17 Analytics (Shopify)

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Figure 18 Marketing (Shopify)

Figure 19(i)

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 Figure 19(ii) Website Performance

4. Screenshots of your product listings on Shopify or

Roposo Clout

Figure 19 Roposo Clout homepage

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 Figure 20 Collections

Figure 21 Product listings on Shopify

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Thank You
Thank you for reviewing my project on Digital Marketing Using Shopify. This project helped me
understand real-world tools and strategies used in online business and marketing.

I hope this work reflects my interest, learning, and commitment toward applying technology in
practical fields like e-commerce and digital promotion.

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