Online Marketing-MBA Summer Internship Report

A STUDY OF ONLINE MARKETING 2018-2020
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SCHOOL OF BUSINESS, PUBLIC POLICY AND SOCIAL ENTREPRENEURSHIP
AMBEDKAR UNIVERSITY DELHI
Summer Internship Program
A Study of Online Marketing
(Search Engine Marketing and Display Advertisements)
Faculty Guide: Professor Kartik Dave
Submitted By: Ankit Saini
Roll No.: S183F0003
Mail ID:asaini.18@stu.aud.ac.in

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Report Title
A Study of Online Marketing- Search Engine marketing and Display Advertisements
By
Ankit Saini
A report submitted in partial fulfilment of the requirements of MBA Program of Ambedkar University
Delhi
Company guide: Faculty Guide:
Mr. Abhijeet Roy Professor Kartik Dave
PPC Analyst
Paisabazaar.com
Gurugram, Haryana

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Paisabazaar.com
AUTHORIZATION
This is to affirm that this report has been scrutinized and the contents verified by Mr. Abhijeet
Roy, PPC Analyst, Paisabazaar.com, Gurugram, Haryana.

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ACKNOWLEGEMENT
I wish to express my sincere gratitude to Mr. Sachin Vashistha, Associate Director and Head-
Marketing and Mr. Awdhesh Tiwary, Senior Manager, PPC for providing me an opportunity to
do my summer internship at Paisabazaar.com
I would also like to express my heartiest gratitude to the management of Paisabazaar.com
especially my reporting manager and guide in the company Mr. Abhijeet Roy, PPC Analyst,
Paisabazaar.com for encouraging me and providing me the guidance to complete my project work
successfully. I am very grateful to all the colleagues at Paisabazaar.com for treating me as a part
of their organization and providing me with immense support all the time.
My special thanks to my faculty mentor Professor Kartik Dave for helping me throughout the
project. I take this opportunity to thank him for the immense support, guidance, specifications and
ideas without which the project would not have been a success.
It was indeed a fruitful experience at Paisabazaar.com, I shall always be inspired by all that I have
learnt and will strive to put it in practical use.

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Executive Summary
Paisabazaar.com is India‟s number marketplace for all the financial needs like Credit card, Loans, Credit Score,
Savings account, Mutual fund. The company was founded in 2014 with co-founder and current CEO Mr. Naveen
Kukreja.
First Month- In the first month of my internship I was introduced to Pay per click team of the company where I
was given the task to understand the business model and revenue model of the company. I was given a read only
access to company‟s Google AdWords and Google Analytics account to understand basic terms of the tool and
was given a brief about the strategies and function of the PPC department. In the first month I helped my reporting
manager in Campaign creation. I was also taught how daily and monthly reports of the accounts are made.
Second Month- I was given full access of AdWords and analytics account of the company where I learned how to
make campaigns talking help of marketing theories of How to segment and target customers which are beneficial
for the company. I made several campaigns for all the product of the company. I also wrote headlines and
description for the ads.
Third Month- In the last month I learn the art of analysing performance and to run test campaign. In the final
month I learn how to optimize the performance of an ads and how bidding strategies gets formed. I got several
opportunities to leans and apply my knowledge which I received in the first year of my MBA at School of
Business, Public policy and social entrepreneurship, Ambedkar University Delhi.

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Table of Contents
Sr.
No.
Description Page
No.
1. Report Title
2. Authorization
3. Acknowledgement
4. Executive Summary
5. Objective of Study
 Context
 Online marketing
6. Search Engine Marketing
7. Area of my Internship
 Google AdWords and Bing Ads
 How to Make a Campaign
 Google Analytics
 Costing and Bidding
 Display Advertisements
 Remarketing
 Gmail Sponsored Promotions
8. Company Overview
 Timeline of Paisabazaar.com
 Business Strategy
 Business Model
 Brand Ambassador
 Products
 SWOT Analysis
 Fund Allocation
9. Industry Overview
10. Competitors
11. Learnings and Analysis
12. Conclusion
13. References

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Objective of Study
Topic: - A Study of Online Marketing- Search Engine Marketing and Display Advertisements.
The main objective of this project is to study the current ecosystem of Online Marketing specially „Search Engine
Marketing‟ and „Display Advertisements‟ in India taking references from my internship at Paisabazaar.com and to
analyse different approaches to get more business through online marketing at Paisabazaar.com. The report also
has my major learnings which I have gained from my internship.
Context
Digital Marketing or Online marketing the term was first used in 1990s and in last two decades the term became
more common and sophisticated as an effective way for the companies to create relationship with their customers
with more depth and relevance.
Online Marketing is the marketing that makes use of internet for marketing which can be on computers, mobile
phones, tablets, gaming consoles etc. Online marketing applies technologies or use platforms like websites, e-mail,
apps, and social networks. The pop on your Facebook page is marketing, the e-mails you get in your inbox is
marketing, and the ads you see on YouTube before your video is marketing.
In today‟s world where everything is technology driven, a new fast paced digital economy is the need of hour. In
future it wouldn‟t be surprising that we see companies which exist only in the online world and computer networks
where the need of employees will be less and functions would be like any other company of the world. And
because of that “Automation in Business” is the hot topic of the industry; hundreds of jobs are getting automated
which is boon for the companies and bane for the employees.
Most business transactions nowadays are made electronically, directly from the producer to the consumer which
helps in bypassing the supply chain cost. Consumers in the digital marketing environment become an integral part
in the development of the product. There was a time when television and newspapers ads were the most popular
medium of marketing for the marketers to promote and generate leads for their product however the time and trend
has changed and now online marketing is the most popular medium of marketing and has taken the place of
traditional marketing and there are reasons for that also-
 Traditional methods are expensive
 Tracking in traditional ways becomes way harder than online marketing.
 Reaching right audience becomes difficult in traditional ways of marketing.
 Traditional ways fail to provide instant feedback and reports about campaigns performance.
 The reach in online marketing is limitless.
The Era of Real Online Marketing in India
The year was 2016 when Reliance launched its telecommunication services for the public and branded it as “Jio”,
with dirt cheap high speed data and excited offers it just moulded average Indian consumer craving for more data.
People with no access to data were given data and the existing users were given more data creating possibilities of
browsing more on internet. The effect of “Jio” on India was that now India stands second to China in the number
of internet users beating United States of America. But what does that mean, the size of Indian internet market is
now so huge that every big company wants to invest in India with the recent example of Walmart acquisition of
Flipkart.

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Online Marketing
As the name suggests „Online Marketing‟ it is performing marketing activities of a company through
online/electronic mediums with the help of different components of internet. In total there are 8 essential types of
marketing which can be done online. Some of these can be broken down into Organic marketing and the others
can be categorized as paid marketing. Organic marketing is free marketing however to rank a page high on search
results certain SEO(Search Engine Optimization) tools are used to bring more traffic and increase the reach of the
product/service. Whereas paid marketing is also very attractive proposition as long as it is generating leads which
can be converted into later stage of product life cycle. The 8 essential types of marketing are as follows-
1. Search Engine Optimization (SEO) - It is the process of optimizing the website‟s content so that it shows
on top in organic search list. Algorithm of the search engine also plays an important role hence it becomes
important to make our website compatible as per search engine‟s standard. To rank higher on organic
search result the website should have a unique, relevant and high quality content which does not match
with any other website not doing so will lower website‟s rank.
2. Social Media Marketing (SMM) – In today‟s time we all know the power social media and the whole
world witness the power of it in the last general election of United States of America where aggressive
marketing campaign from Donald Trump made him the supreme leader of the States. One of the main
forms of marketing one can do on social media is through Facebook, twitter and Instagram. Facebook in its
latest statistics showed 1.52 billion daily active users, twitter has 321 million active monthly users and
Instagram has 500 million active daily users. Social media provides a near-direct avenue for reaching the
masses, but most certainly it isn't a simple or easy thing to achieve saturation, especially when we're
talking about millions of followers. It‟s not simple though it‟s also not impossible to achieve and when a
company finds a perfect blend of strategy in social media platforms it can do wonders for the business and
can generate leads which could get converted in conversion in later part of conversion cycle.
3. Pay per Click (PPC) – Pay per click is a method of advertising on platforms like Google and Bing. As the
name suggests you have to pay for each click you get on your ads. There are many criteria which need to
follow to get your ad rank higher in the search result and there is a competitive market who bid
aggressively for keywords. Keyword is the sentence or word or the search term which a user type in the
search engine to get the result and the company bids on that keyword so that their ad get higher rank for
that keyword. For example Ambedkar University go for PPC marketing and bid on the keyword „best
university in Delhi‟ so Ambedkar University has to pay for the keyword and algorithm of the search engine
based on the university‟s bid will show its ad when someone type this keyword. Re-targeting is one of the
most effective ways to market your business online, because you're marketing to the traffic or people
who've already visited your site. If you've ever gone to a website and then seen those ads following you
around the internet, then you're well aware of what re-targeting is. When running PPC ads, it's important
that you keep careful track of the specific ads and keywords that you're targeting. For tracking there are
many tool however in my internship I saw that they were using UTM parameters through which a marketer
can track from where the traffic is coming like area, age group etc. URL‟s are built in such a way that
UTM tags are attached to the URL of the website and tracking for remarketing can be done more
affectively.
4. Affiliate marketing – In affiliate marketing you just market your products or services using the traffic or
users of some other website. It does not require to store or warehouse anything you just market using
other‟s website and in return have to provide a little share or price that you have determined for that. The
best example for this is the blogger‟s, they gets traffic on their website which others can use to market their
products and in return the marketer has to provide a determined share to that blogger for advertising their
product.

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5. Email Marketing – It is a good way of marketing where you can reach the right potential customer. It‟s an
act of sending mail to the potential customers which is done by the algorithm of the website. For example
if your using Gmail for your marketing campaign Google‟s algorithm will deliver your mail to the
customers which matches your requirement where you exclude particular sections of people which you
think are not your potential customers.
6. Content marketing- Content marketing is a type of marketing that involves creation of articles or online
material which could be beneficial for our set of potential customer. In content marketing you not only
promote a brand but also stimulate interest in your product or in the category of your product. In
Paisabazaar.com I saw that there is a full-fledged team for content marketing who used to write and try to
explain product and terms related to the business of the company which stimulates the interest of the users
reading it.
7. Influencer marketing - It is a type of marketing where the company uses the popularity or the status of
the influencer to promote their product. The influencer gets a hefty amount for it however the reach
through influencer marketing is also massive. The important part of influencing marketing is to find
influencers that are in your niche. Be sure that they represent your target demographic audience before
deciding to part ways with your hard-earned cash.
8. Video marketing - Video marketing is a great avenue for exposure on the internet, and utilizing a platform
like YouTube to deliver value in the form of tutorials and other useful information like products tutorials or
how to use the product in best possible way. While there are several platforms for doing this however
clearly YouTube is the most popular for doing this. And if your video is really good you can get exposure
to masses. A perfect example of this is Paisabazaar‟s video showcasing story of two brothers which went
viral reaching millions of users.
This video above is perfect example how Video marketing can be helpful in the company‟s growth to reach
new potential customers with only 34000 subscribers and views of over 27 million. This shows the power
of YouTube and video marketing.

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Search Engine Marketing (SEM)
Search Engine Marketing is a type of marketing based solely on internet associated with researching, submitting
and positioning of a website within search engine to get maximum traffic and visibility on the search page. There
was a time the industry term Search Engine Marketing to both organic search activities such as Search Engine
Optimization and paid, however with time it changed almost exclusively for paid search advertising.
The search engine marketing nowadays is all about Google search because the statistics shows the influence and
domination of Google in the search engine market.
Reference-
https://medium.com/global-search-market-share
The above pie stats shows the market share of Google search ads in India which is 97.35% whereas Bing search
ads market share in India is less than 2%.
This makes Google search ad domination in the search market which makes Bing to use the exact algorithm of
Google in their search engine to make life easier for the marketers. The concept for both the platforms is same and
both are Pay per click advertisement platforms which helps the business to get more traffic to their website and
generate leads. Though there are some features in both platforms which make them unique too.
But the question arises here is why to choose Paid ads when you can get organic search result using SEO tools.
The stats shown in the next page shows the average share of clicks on organic vs paid ads.
Sales
Google
Bing
Yahoo
Other

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Reference-
https://bluecorona.com/pay-per-click-statistics
The above pie stats shows that 63% clicks are on paid ads ,we normally clicks on the ads which pops up first on
the search result page which makes the business of SEM lucrative one to get more business for the companies in
the most affordable way.
Statistics on Search Engine Marketing (As per January 2019)
 There are 160 billion+ monthly Google searches.
 66 percent of buyer-intent keywords are paid clicks.
 Businesses make an average of $2 in income for every $1 they spend in AdWords.
 On average, 41 percent of clicks go to the top 3 paid ads on the search results page.
 PPC visitors are 50 percent more likely to purchase something than organic visitors.
 Search ads can increase brand awareness by 80 percent.
 75 percent of people who find local, helpful information in search results are more likely to visit the
physical stores.
 49 percent of people said they click on text ads; 31 percent on Shopping ads; and 16 percent on video ads
 70 percent of millennials like it when they can click on a product from an ad
 75 percent of people that click on ads say said search ads make it easier to find the information they‟re
looking for.
 40 Percent of store purchases start online.
The above stats shows the influence paid ads have on consumers nowadays where everything is going online the
consumer‟s interest and trust on online ads are increasing too.
Sales
Paid Ads Clicks
Organic Clicks

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Pay Per Click ads starts with creating awareness in peoples mind which makes him a potential customer after
which the paid ads starts creating an interest in the users mind making him a potential lead. A human mind when
see a product and after few days or time again see the product or services increases his/her trust towards that
product or services after which he/she thinks of considering the product for the use. Considering it makes an intent
to try the product and after evaluation the potential customer he/she was in the first steps gets into conversion
which makes the sale of the company‟s product/service. This is also the product life cycle where a potential
customer gets converted into a sale/conversion.
The above diagram shows different medium of marketing touches only few aspects of product life cycle however
with PPC a customer who was just searching for a product gets into a conversion. All this happened because in
PPC ads you are reaching the people you want to reach where you want to reach and when you want to reach.

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Area of my Internship and Objective of the study
I was in PPC department of Paisabazaar.com, during my internship I was introduced to Google AdWords from the
very first day as all the work gets done on Google AdWords only. In this section I will explain about Search
Engine marketing and Display Advertisements in Paisabazaar.com, how it was done there, what were things they
used to do in this and what marketing strategy they were using while performing these function and what was my
little contribution in the span of my internship there.
Google AdWords and Bing Ads
Google AdWords and Bing ads are respective platforms from Google and Bing search engine to showcase paid
ads on their search result. We will mostly talk about Google AdWords as the influence of Google is much bigger
than Bing and Bing ads are based on the same algorithms of Google.
Google AdWords gives option for targeting based on various factors like keywords, ad location, age, language,
interest, days, time, frequency and devices. A marketer could control according to the option he/she wants to target
depending on the type of product or service they are offering.
At Paisabazaar.com I learned that we were targeting our customers based on the combination of these factors like
keywords, ad location and age. We were using combination of keywords according to the product we want to
market for example if we want to show our ad for „Credit Score‟ we will use keywords according to that only. Ad
location was same as Paisabazaar.com right now only operates in India so our location was set in India only. For
age group I saw that we have excluded age group from 18-24 and 60+ because as per the data from analytics and
after analysing we saw that least conversion and leads are getting generated from these age group. There is also
another reason to it as Paisabazaar.com deals in financial products which generally people from less than 24 age
group don‟t need same goes for the age group of 60+.
In Google AdWords and also in Bing we have accounts and in accounts we run campaigns and in campaigns we
have ad groups and in which at last we have keywords or search terms.

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Image in the last page shows the home page for Google AdWords where we can see overall clicks, impressions,
average Cost per click and cost we have for a particular point of time for the ads we have run on Google‟s
platform.
Structure of Google AdWords
Accounts in Google AdWords
So what is an account in google AdWords? It‟s simply the product which you have in a company and you want to
advertise on AdWords.
For example in Paisabazaar.com we have products like „Credit Score‟, „Credit Card‟, „Personal and Business
loan‟, „Mutual Fund‟, „Home Loan‟, „Car Loan‟, „Digital Gold‟, „Gold Loan‟, „Savings Account‟ and „Loan
Against Property‟. So all these will termed as accounts in Google AdWords platform and all will have different
account number for invoicing. In Paisabazaar.com they also have a brand account which they use to promote
Paisabazaar.com as an overall company.
And all these Google AdWords account can be managed under MCC (My Client Centre), it gives an easy view
from where all these accounts could be managed.

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Campaigns
An account can have multiple campaigns and a set of one or more ad groups formed a campaigns. Campaigns are
created for a purpose whether you want to increase your awareness or want to increase leads or want to increase
conversion. A campaigns share a common location, budget, targeting and other settings. These campaigns can be
categorized according to the product or services.
For example in Paisabazaar.com we have different campaigns and sometimes testing campaigns also where we
change a setting of one campaign keeping everything same to test the performance of new campaign which is
known as A/B testing.
There can be different types of campaign for example in Paisabazaar.com we used to handle three types of
campaign i.e. Search network campaign, search network with display campaign and display only campaigns.
This how Campaigns look in Google AdWords where a marketer can get all the relevant details from status to
campaign type.
Ad Group
Ad group is nothing but a set of Keywords and ads that we want to trigger while showcasing our ads.
For example in Paisabazaar.com we used to have hundreds of keywords in one ad group. And each keyword has to
be relevant and within the rules and regulation of Google.
We are talking about everything but the question here arises here is „What is a Keyword‟, „How it is so important‟,
„what role does it play in an ad‟.

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Keyword is a kind of targeting while running an ad; AdWords will use the keywords-phrase or words and will
show the relevant product on the search page. We always have to choose high quality, relevant keywords for our
product or service so that maximum traffic can be generated through that ad.
For example in my internship I have done filtering of keywords according to the product. Paisabazaar.com is a big
brand and we used to sort out thousands of keywords in a day. We used to take care that the upload keyword list
should not have competitors keyword like their name, government schemes and department should be kept outside
and adult keywords should be kept out from the list.
There are different types of keyword which we used to categorize according to their nature for the best result.
These are broad match, broad match modifier, and phrase, exact and negative match. The table below shows the
difference between each type.
Match Type Special Symbol Example Keyword Searches Example
Broad Match Modifier +keyword +mens+shoes Shoes for men
Broad match NA mens shoes Buy mens shoes
Phrase match “keyword” “mens shoes” Buy mens shoes
Exact match [keyword] [mens shoes] Mens shoes
Negative -keyword -mens Kids shoes
In broad match modifier every ad will show up which has keywords-men‟s and shoes. In broad match every ad
will show up which have men shoes including synonyms and same thing like ads for sandals, women‟s shoes etc
will pop up. Phrase match will show every ad which have men‟s shoes in its ad and in exact only that ads will
show up which have same exact keyword.
Location targeting
In this the targeting is done on the basis of the location where you want to show your ad. In paisabazaar.com we
used to select only India.
Before Proceeding further there are some terms which I was taught from the very first day because without
understanding these terms you cannot understand anything in Google AdWords.
Impression- An impression is counted for each time our ad is shown on the search result page. For example if I
wrote Credit Score on Google search engine and Paisabazaar.com ads showed up it will be counted as one
impression.
Impression Share- It is the share of the time your ads showed in the search result divided by the total time your
ad should be showed up. For example if Paisabazaar.com has bid on „Credit Score‟ keyword and in total there are
10 searches on that keyword and for some reason only 6 times Paisabazaar.com ad showed up in the search result
it will be 60% impression share for Paisabazaar.com for that keyword.
CPC- It is the cost which a company gives to search engine platform for example Google for every click Google
give on their website.

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CPA- Cost per Acquisition, it is one of a bidding strategy where a company can choose to pay for each conversion
they get from Google.
Clicks- It is the number of clicks you get on the website.
Average Position- It is the position of the ad which is shown on the search result page.
Conversion rate- It is the rate at which a company gets a conversion. It is calculated as Cost/conversion.
How to make a campaign
Product- Credit Score
During my internship I worked for all the product of Paisabazaar.com in running their Search ads campaign
however the maximum time and attention which was given by my boss and department was on “Credit Score”.
Paisabazaar.com provided free Credit Score to its users with scores from three bureaus i.e. „Cibil Score‟, „Experian
Score‟ and from „CRIF Highmark Bureau‟. But before that we have to see what a Credit Score is and why
Paisabzaar.com is providing it for free when it is costing them $1200 for each consumer.
Credit Score- When a person applies for a loan the lenders need to check the credit history of the person to make
sure that their loan amount will get repaid or not and for that there are many bureaus which check a person‟s credit
history by labelling them their name. For example in Indian we all think Cibil score and credit score are one or the
same thing however Cibil is the agency which is providing a person‟s credit Score.
So the question here is why Paisabazaar.com is providing it for free and what they get out of it and the simple
answer to this is Paisabazaar.com in return gets a potential lead which they can try to sell their products. But
Paisabazaar.com does not have any product under their name so what they are selling and the answer to this is the
commission which they get from the partner companies for selling their products.
Step-1 (Intention for making a campaign)
In the first month at Paisabazaar.com my boss told me that they want to create a campaign to get more conversion.
So what that means, it is simply getting relevant keywords for our product. For example if we want to increase
awareness and our reach I will add keywords which are related to my product also. For increasing awareness of
my product, my keywords for „Credit Score‟ will be-credit score check, what is credit score, how to improve credit
score etc. And to get potential leads for conversion I will add keywords for my campaigns like- Credit Score
check, free credit check, online credit check. I will target customers who are coming to check to check credit score
and not for information on credit score.

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Step-2 (Filtering Irrelevant keyword)
This step is the most difficult and time consuming as we have to see and filter out keywords which are not of our
use. For this Google AdWords provides a bulk list of keyword related to our search term.
Step-3 (Allocating Match Type)
In this step we have to allocate each keyword a match type to get the best result for our campaign as discussed
these can be categorized into Broad, Broad match Modifier, Phrase, Exact and negative match type. This is an
important step as Google‟s algorithm will show our ad based on these match type.
And we have to be sure that we are putting any keywords that included any other company which can be termed as
illegal.
Step-4 (Ad group)
Now putting these keyword Into Ad groups and giving a relevant name to that ad group for more precise tracking.
Each ad group as per Google‟s best practices should have 4 keywords however this is not mandatory.
Step-5 (Campaigns)
Now we have to allocate each ad group to a campaign.
Step-6 (Headlines)
During my three months of internship at paisabazaar.com, it was me who has written all the headline and
description for credit score and also some for other products. But why headlines and description plays an
important role in an ad.
It is headlines and description which pops up first and the users read that only makes their mind to click on that
website or not. A single ad should have 3 headlines and 2 descriptions. Headlines cannot exceed 30 characters and
description 90 characters. This is the trick that you have to write whatever you want in that limit only and has to
explain the product so well that a user clicks on that website. Below is the example of headline which I wrote for
Paisabazaar.com and it was shown on top page for the keyword „Credit score check‟

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The headline and description has to be unique for each ad group.
Step-7 (Inclusions and Exclusion)
In this according to the need of the company and the product or service or the campaign certain inclusions and
exclusion are done where you can include or exclude age group of people, on the basis of behaviour, activities etc.
Step-8 (Adding Extension)
Ad extensions are visual enhancement to the search ads which showcases information about our business such as
phone number, sitelinks, or location.
Step -9(URL and Landing Page)
After completing headlines and description the next step is to create URL and sync it with the landing page so that
it becomes easy to track which campaign is getting more or less traffic. Tracking is done through Google
Analytics using UTM tags.

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Google Analytics
Google analytics is google owned platform where which provides real time statistics and analysis of interaction of users with
the website and provides data on the traffic which a website is getting. It enables website owners to analyse visitor‟s location,
age group, gender with the objective to optimize and interpreting websites performance. The image given below shows the
home page for Google analytics from where a marketer can download data as per his/her need.
UTM Tags
UTM parameters or tags enable marketer to get precise information regarding the traffic which they are getting on
their website. UTM parameters are like utm_campaign=, utm_source=, utm_medium=, for example my campaign
name is IN_creditscore, and I‟m running it on google ads and the campaign type is search ads which is PPC. So
my final URL will be like this-
https://paisabazaar.com/creditscore00utm_campaign=IN_creditscore00utm_medium=ppc00utm_source=google
Step-10(Upload Format)
In this step we only need to put all the information in an uploading format which we can edit as per our need and
can upload the campaign using Google AdWords or Google AdWords Editor which is again an tool from Google
just to edit information for Google AdWords.
The campaign depending on the information will get live in 1 hour to 24 hour depending on the content and type
of the campaign.

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Costing and Bidding
The cost of Google AdWords depends on several factors, it is based on auction system which rewards business
who have high quality ad campaign with lower cost and better placement of ads. We can have tight control over
how google ads budget is spend using tactics like device targeting, location based. The ad auction starts when a
user type a search query after which google algorithm determines the search query contains keywords the
advertiser currently using or not. And if the advertiser has bid on the searched keyword the ad auction begins. The
auction determines the ads position and the use the formula given below in the image.
Sometimes the budget of some campaigns gets exhausted however Google gives that option as well where you can
set your target clicks or conversion you want or can set date from which you want to run your campaign after
which spend according to your budget. This is known target CPC, CPC and ROAS (Target Return on ad spend).
Monthly Invoices as per accounts are generated where 2 months of period is given to pay the dues by google.
I was part of every function from keyword planning to headline from making ad group to passing UTM
parameters. It was an enriching experience for me and learned a lot while doing the latest way of marketing in
today‟s time i.e. Search Engine Marketing at Paisabazaar.com

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Display Advertisements
Google AdWords can be categorized into two networks, one is Google Search network and the other is Google
Display Network. When advertising on Google search network the company or the business place text ads on
search network where as in display ads businesses gets a chance to advertise their product using image and videos
on huge network of websites.
So what is a Google display ad exactly? Display ads are the visual ads or banners we see on advertising supported
websites. Like for example in the image given below-
The campaign for Display ads on Google AdWords is made in the same way it is done for search network however
there are few requirements of which we need to follow for search network like there is standard size limit given by
google for running these campaigns and the picture or creative should not be offensive or should not be
misleading.
An perfect example of this when I was interning at paisabazaar.com we uploaded Display ads on Google AdWords
and usually it takes 24-48 hours for the advertisement to go live because it is manually checked by google.
However our advertisement was rejected and the reason they Google gave to us is that the advertisement is
misleading.
So what was the problem with the ad? In the ad it was written that if you want to download your credit report click
on the “Download not” button in the bottom however the button was redirecting user to Paisabazaar.com sites
which according to Google‟s standard was misleading and not appropriate which we change to “ To check click
here”.

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But the question here arises when a company‟s ad is going perfect on Google search network why to go display
network. There are many reasons to it why display advertisements are important.
Remarketing
Remarketing is marketing those users who have already visited your site or have contacted your business in the
past and somehow for reason did not go further. They can be called as leads who can be converted into
conversion.SO remarketing is the best way to remarket our product to the users as the person must be having
knowledge of our business. Remarketing is simply engaging your past visitors trying completing the whole
product life cycle. Google provided as the data for remarketing.
At Paisbazaar.com we used to remarket our product who has engaged with our website between 30-430 days
which means the users who have engaged with our website 430 days back and the users who have engaged with
our website 31 days back. We used to exclude people who are 30 days of engagement period as they are still in the
phase of prime lead which means the business is still trying to engage them in the first engagement.
At Paisabazaar.com we also used to set side budget for testing Display ads which means if I have run a display ad
I will put aside a budget to test another display ads with few changes to see which one is doing better.
Responsive Search ads-In this kind of ad Google uses different kind of combination on our ad and in the initial
phase test what are factors which could benefit our ad which makes display ad important from the point of view
of a marketer as this will reduce the work load and give the best result.
Increase in Traffic-Display advertising has proven to increase traffic to websites by 300 percent. It is evident that
human mind response to images faster to test. This makes display ads an important reason to market our product.
Different Types of targeting in Google Display Ads-Automatic Placement targeting- In this type of targeting
Google uses it‟s artificial intelligence to determine according to our business what is the best time and what is the
best position and what are best sites to put our ads.
Managed targeting- This type of targeting allows greater control over our display ads as we can select our time,
position and the websites which we want to target, it is opposite of automatic placement targeting.
Google also provide a feature where a marketer can used both forms of targeting.
Demographic targeting- In this google provides targeting based on demographic where we want our display ad.
Interest based targeting- In this Google provide as data which interest group of people you want to target solely
based on their interest.

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Gmail Sponsored Promotions
Wondering why you get ads in your promotion or social tab in Gmail inbox. These are known as Gmail sponsored
promotions where a marketer uses Gmail as a platform to market his/her business. The google based on your
interest or bases on engagement automatically shows these display ads in your inbox.
This is how Gmail Sponsored promotion looks like in your inbox-
So both the Search network Advertisement and display advertisement are good all we need to know is that what is
good for our business we need to identify what is our business and what‟s the need of the society how society is
working and forecast the future of our business. A business has goals and goals can be achievable by different
ways it‟s the marketer who needs to understand the nature of the business and should work upon it.

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Company Overview
Paisabazaar.com is largest market in India for financial services like credit cards, forex cards, digital gold, loans-
personal, home loan, car, business, mutual funds, SIP, Credit Score, savings account.
Founded 2014
Founder Naveen Kukreja, Yashish Dahiya
Current CEO Naveen Kukreja
Headquarters Gurugram, Haryana
Parent Company Paisabazaar Marketing and consulting private Limited
Subsidiary of Policybazaar.com
Industry Sector Diversified Financial Services
Estimated Employees 1300
Annual Revenue $12 Million
Timeline OF Paisabazaar.com
2014
The Company was started
under the leadership of
Naveen Kukreja and Co-
founder Yahsish Dahiya to
conquer the India's online
financial sector
2015
Paisabazaar.com the brand
slowly and steadily getting
recognization in the market

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Year 2019
 Paisabzaar.com successfully completed the milestone with disbursing $1 billion of loan amount annually.
 Partnering with 75+ companies.
 Paisabazaar.com currently has over 300 products.
 And counting number of satisfied which currently stand at 133,970,282
Company Structure
2016
The company
started rasing
investments.
2017
The company
received the tag of
"India's largest
Financial
Marketplace".
2018
Softbank Invested
in the company.
CEO •Naveen Kukreja
Associate
Director and
Head-
Marketing
•Sachin Vashistha
Senior
Manager-PPC
•Awdhesh Tiwary

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In just 5 years Paisabazaar.com has acquired a top position in the market with the team of innovative employees
and with that providing the best in class product in the market.
Paisabazaar.com Business Strategy
Focusing only on Indian market the company has introduced innovative new financial solutions with best in
class marketing digitally and non-digitally.
 Creating value out of their products for the customer as it‟s not the product which a customer buys it is
the value which comes with the product they need.
 Creating awareness about their product and then creating need for their product.
 The company does not follow Theodore approach which is“Marketing Myopia”, the company believes
in outward looking approach and with fulfilling immediate need they focused on the future need.
 Understanding customers‟ needs before customer, like with the case of Short Term personal loan where
the company understood the need and hence taken the advantage.
 Focusing on customer satisfaction not like other companies Paisabazaar.com follows the approach of
not calling people for their product hence they only target people who have engage or have shown
interest in their product.
 Partnering with start-ups who are early in their growth stage and helping them by partnering with them.
 Employee satisfaction, A thing which I observed is that the employees of the company are very loyal
and are working with the company from the very first day of its foundation.
Paisabazaar.com Business Model
Gone were the days when if you want to a personal loan or a credit card you have to stand in long que of banks fill
forms wait for approval and then getting poor after service. Now with Paisabazaar.com it‟s easy all you need to do
is go to their website and get all the financial assistance at one stop shop.
Paisabazaar.com helps you compare loans, credit cards, saving bank interest rate, digital gold. And also provide
free credit score. After which a representative of paisabzaar.com will call you and will help you with all the
assistance or you can do all this online from your end. The whole process is paperless as the company‟s
commitment to save environment.
But the question here comes how the company generates its revenue and on top of that providing a free credit
score which is worth 1200 rupees. The answer is simple the credit score which company gives free to the customer
provides the company with a potential lead to which the company can pitch their product.
As we know Paisabazaar.com is a virtual debt syndication service plus business support system for Banks and
financial institutes. All Banks and financial companies have their registered financial brokers and advisers and
their job is to bring clients for their company to whom they can sale their financial products of their respective
banks. These agents get a commission from banks and banks make a hefty decent pay out from every conversion.
However these institutes‟ eliminates the middle men provide direct and genuine leads to banks and financial
institution for which they get a commission. This is the main source of income of paisabazaar.com and companies
like this.

28 | P a g e
Paisabazaar.com Business Model
Customer Paisabazaar.com
Commission
Selecting products:
 Cards
 Loans
 Mutual
funds
 AccountsSales
Selecting Service Provider:
 Bank
 Financial Institute Price Comparison
Service Provided by provider
Sign Up
Sign In

29 | P a g e
Brand Ambassador
Well known Bollywood actor Akshay Kumar is the current brand ambassador for
Paisabazaar.com.Paisabazaar.com has roped many celebrities like Sumeet vyas and Amit Mistry for their TV
promotional ads.
Products of Paisabazaar.com
Credit Score
Credit Score or in India we commonly call Cibil Score which is wrong as Cibil is an agency in India which
provides Credit Score of a person. Credit Score is nothing but the credit history of a person which makes him
eligible for loans and credit cards. Paisabazaar.com only need a person PAN card number to extract credit history
of person which is provided by three agency at paisabazaar.com which are CIBIL, Experian and CRIF Highmark.
A good credit score can make a person eligible for various types of loans and credit cards.
Credit cards
Borrowing money through card from a bank is credit card. A credit limit of credit card depends on the credit
history of a person. Every bank provided credit card with different limits and offers which a consumer can avail.

30 | P a g e
Savings Account
Savings account is the account which is opened in a bank where a person can save money at a predetermined
interest rate with bank facilities like Debit cards, passbook facilities, cheque book and net banking etc.
Personal Loan
It‟s the amount a person wants to borrow from a bank or financial institute based on his/her credit score for his
personal use. A person gets time limit where he/she has to pay the borrowed amount with the predefined interest
rate.
Secure cards
These are cards where a person has to put a certain amount or the limit he/she wants in his card with the bank and
bank will release a card which he can use like credit card with limit he/she has kept as safety with the bank.
Business Loan
Loans which are required for the expansion or to start a business is called business loan, the interest rate charged
on this loan is high compared to other loans. Mortgage has to be kept by the borrower with lender as a security
deposit for the amount he/she wants or proof of repayment has to be shown to the bank or financial institute after
which bases on credit score of a person and company loan will be disbursed.
Loan against Property
These are loan amount given keeping property of borrower as a security deposit on which he/she wants a loan.
Home Loan balance transfer
Home loan balance transfer or HLBT is when a person wants to transfer his/her home loan from one bank or
financial institute to another.
Mutual Fund
Mutual Funds collect investors‟ money and then invest on his/her behalf choosing the best mutual fund scheme
based on the investors point of view.Paisabazaar.com provides mutual fund with zero commission.

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Swot Analysis of Paiabazaa.com
Fund Allocation
Strenghts
* Time Effectiveness
*Comparison of Price
*Hassle Free Experience
*Convienet,Easy and quick Approval
Weakness
*Complex Tax Structure
*Limited reach in rural areas
Oppurtunities
*Increasing number of online usres
*Uncater markets
*Growing Demand
*Number of financial institution
Threats
*Competitors
*Online Security
*Government Regulations
Fund
Allocation
-Technology Integration
-Creating an end to end customer
experience
-Sales and Promotions
-Upscaling marketing and branding to reach
new markets
- Creating an easy and less complex services
- Mobile Application

32 | P a g e
Industry Overview
Fintech or financial technology industry in India is estimated to grow to $73 billion by 2020. Adoption rate of fintech
companies in India is one of the largest just behind by Chine stands at 87% adoption rate claimed by EY Global Fintech
adoption index. The number of fintech start-ups in India second largest in the world claimed in a report by Medici and
paisabzaar.com fintergate zone.
Paisabazaar.com is a fintech start up founded in 2014 which deals financial services.

33 | P a g e
The resurgence of FinTech in India can be largely attributed to several factors such as the government‟s pro-digitization and
pro-start-ups initiative (Start-up India program). In the past couple of years, India‟s business and economic environment has
shown great potential and acceptance for the fintech revolution. The NDA led government in the centre has shown a huge
push towards making India a digital economy. The demonetization in November 2016 was the focal point around which
Paytm and other players gained prominence. India in the last few years have seen many exciting innovations in the field of
fintech, such as UPI, Aadhaar for eKYC, BharatQR for QR-based payments, biometric payments (AEPS), e-wallets by 50+
banks, last-mile connectivity and payment banks & sound-wave-based payments for rural engagements. This innovation has
shown that India is going towards digital economy focusing on its urban as well as rural areas.
The top performing states for fintech start-ups is shown below in the image and excluding states like Mumbai, Bangalore,
New Delhi, Gurugram and Hyderabad, the rest of India accounts for 738 fintech start-ups.
The fintech industry in India is going to be bigger and better in the coming years with foreign investments and
government initiatives. Paisabazaar.com is taking the best advantage of the digital culture India has shown will
grow with more fast pace then it was going before.

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Paisabazaar.com Competitors
Bankbazaar.com
Paisabzaar.com biggest competitor right now in the market is “BankBazaar.com”. BankBazaar deals in the similar
kind of products like Credit score, loans, credit cards, savings account. Just like paisbazaar.com it enables
customer to compare loans and credit card and also provides free credit score. It was founded in 2007 by Adhil
Shetty who is also the current CEO of the company. The company is estimated revenue is $11 million and has
estimated employee strength of 1283. Bankbazaar.com has headquarters in Chennai.
Indialends
Indialends is an online marketplace which connects consumers who are looking for loans and also provide
financial services like comparing and providing Credit cards, credit score. Indialends is a private owned company
with Gaurav Chopra as founder and current CEO of the company. Indialends was founded in the 2015. Indialends
annual estimated revenue is less that $1million and has estimated 500 employees with headquarters in Gurugram,
Haryana.

35 | P a g e
Rupeepower
Rupeepower is an online platform which provides customers to compare and apply for credit card and loans. It is a
private owned company with Tejasvi Mohanram as founder and current CEO of the company. Estimated annual
revenue and employee of the company is $35 million and 50 employees. Rupeepower was founded in 2012 and
has its headquarters in Gurugram, Haryana.
Deals4loan
Deals4loans is a digital platform which provided consumers an information portal for banking, retail and home
loans. Rish Kumar is the founder and current CEO of the company. Annual estimated revenue of the company is
$15 million and estimated employee strength of the company is 115. The company was founded in 2008 and has
its headquarters in Noida, Uttar Pradesh.

36 | P a g e
Learnings and Analysis
In today‟s world where technology is taking over human it becomes necessary to modernise our product and
business according to the need of the hour. As an intern for three months in Paisabazaar.com I learned how much
life has become easy as well as complex for the businesses. During my internship I learned how marketing gets
done using the old techniques of marketing but by taking use of technology. I have made campaigns for all the
product of Paisbazaar.com for search as well display ads however one thing which I understood that the basic
technique behind the approaches are the same.
For example It‟s Cricket World Cup season going on and we all know how crazy we Indians are for cricket. We
can understand the scale of cricket has from the match between India and Pakistan which was watched by almost
229 million on different broadcasting platform. Paisabazaar.com is one of the broadcasting sponsored for Star
Sports in India for the world cup matches. So what we used to do when there is a match of India we used to
increase our bids on Google AdWords and sometimes also takes extra budget to run new campaigns because we
know that the eyeballs on this match will be in crores and people will see our ad on television which makes the
chance of searching it on web even higher. The target for the whole world cup season is to increase our awareness
and reach in the markets where we were not doing well in the past like the South Indian market where our
competitor Bankbazaar.com has a strong hold. After getting all these leads in lakhs the next step comes which is to
convert these leads and then comes the part of our Operations team which is the calling and CRM team which used
to pitch different sets of products to these new leads and trying to make them prime leads and next making it a
conversion for the business.
So basically in Paisabazaar.com I Observed that they simply follows the basis management technique which is
creating a need and then value creation and delivering it.

37 | P a g e
So following Porters Generic Value chain image in the last page I can see that all the activities which we did to get
the business are supporting activities to fulfil the primary objective or activity that is Sales.
In the article by The Boston Consulting group-“Decoding Digital Consumer In India”, they identified The eight
S‟s of online activity.
As we can see that they identified saving as one of the online activity while decoding the digital consumers of
India. Paisabazaar.com deals in financial products hence the market for the company is big in India and in other
countries too. During my internship I observed that 98% of traffic on their website comes from India and then a
good number of traffic comes from UAE which could also be an open market for the company. But what we
understand from this is that Paisabazaar.com almost touches every S of online activity from this diagram, people
come here for their content and the latest on financial market which is „Seeing‟ and „Studying‟. They also provide
means of searching in shopping which are Credit Cards and Forex card, they sell financial securities and also
provide and help in savings. So in total they almost touch every aspect of online activity. Which makes
Paisabazaar.com a unique business venture? From the article we can understand how companies can influence
their online consumers.

38 | P a g e
The first step in this is to „Engage and Inspire Consumer‟, Paisabazaar.com do this function from several means of
marketing like digitally, and a traditional ways like advertisements on TV and hoardings. This creates an
engagement between consumers. The second step is to make them aware of their product for which they provide
content and videos of their products. „help them decide‟ In today‟s time consumers is the king and they have all
the rights to decide what is best for them as they have lot of options to choose from. „Sell them product‟, this
should be the last function in the product life cycle however „rewarding their Loyalty‟ is best for the business
where they can provide exclusive products and services as customer satisfaction is the key of success for a
business. And last „Drive advocacy‟ providing a single touchpoint for the customer where they can engage with
the company and could create a good relationship with the company.
Innovation is the key to success
In my internship I realize that constant innovation in your product is the key to success. Paisabazaar.com‟s one of
the product is to provides loans whether it is home loan, car loan, loan against property or home loan balance
transfer but they realize there is a need for innovation and to cater a market which need loan but not these types of
loan which is loans for short term or of less amount with less complexities and less mortgage and even sometimes
with less credit score. The company realized it very early in the market and before their competitors could have
thought of this idea they came up with the product which is „Short personal Loan‟. Someone want to pay his/her
credit card dues, need money for a holiday, need money to repaid house or anything like that, this product was for
them.
Paisabzaar.com partnered with new start-ups and business venture who are dealing in short term loans and brought
them on their platform for example companies like „Pay sense‟, „Early salary‟ etc. So like this have catered market
which was earlier not falling in their business. This not only brought business from the new market of customer
but also increased their reached.

39 | P a g e
Good relationship and Communication can do wonders
Learning from my internship which I will not forget for my lifetime is that good relationship and communication
can do wonders. An instance from m y internship period at paisabazaar.com, we uploaded a RSA ( Responsive
Search ad) which is basically a display ad and it take almost 24-48 hours to go live however it was on urgent need
and the orders were given from top management to make it live as there was a need of more reports(leads). My
manager using his communication skills and his relationship at Google with an employee made some
arrangements and because of that the campaign was live within few hours. This is how relationship and
communication could be affective for the business and sometimes do wonders. The top management appreciated
the efforts made by my manager and the target was reached perfectly.
At last I want to say India is defined by its extraordinary diversity, something which is even that digital
technologies will not change. In future it is expected more and more Indians will go online but the individual
approached digital platforms and tool in the way they want to and only integrates with digital tools they see
beneficial and which fits into their life.
There is an enormous opportunity and massive market for the companies in the coming time and the companies
who excel to engage with their consumers the best will win the race. The companies will have data and I would
say a massive amount of data but the one who know how to use the best of it will succeed. There is requirement to
create customer experience which will lead to a large and growing online customer‟s base for the years to come.
Conclusion
Online marketing is growing phenomenon which was present in India from years however have taken a fast pace
from last couple of years. The digital economy has opened doors to new companies and ideas and has created new
careers in the business world. Companies in India have started going digital however I believe it will take time.
Google as we know dominates the online world from Google Search engine to Google‟s video platform YouTube.
Marketers nowadays have started marketing their business online however I believe the basic theory of marketing
behind it will stay same forever.
The objective of this report is to study the current ecosystem of online marketing specially Search Engine
marketing and Display Advertisements taking references and linking that to my learnings of summer internship at
Paisabazaar.com
During my internship Period I saw the dominance of Google on online advertisement world from search
advertisement to display ads the power of Google takes over every other online platform. The current ecosystem of
online marketing in India looks good however there is still a lot of area for improvement. I saw some companies
are still figuring out perfect combination of online and tradition marketing for their company. They are in phase
where they are trying different strategies for marketing their business. Search engine marketing is a powerful tool
for advertising and a very cost effective way too. It provides real-time report and ways to track customers; we can
track customer‟s behaviours, interest and even how much time they are allotting on a page on their website. This
provides an upper hand to marketer to formulate strategies according to the data while in traditional ways of
marketing it makes difficult to track down responses of a customer. A display advertisement is also lucrative and
growing marketing business where we can market our business with the help of a creative which are eye catchy
and responsive. The study provides an insight into the world of Online marketing where I have taken references
from my summer internship where I have used theories from classroom. Three months at Paisabazaar.com was an

40 | P a g e
enriching experience and a whole new world where I saw glimpse of how corporate world works. I have learned
new things during my internship which will stay with for life from punctuality to new challenges from acquiring
new skills to implementing my learnings of first year MBA.
****
References
https://www.wordstream.com/blog/ws/2015/05/21/how-much-does-adwords-cost
https://www.owler.com/company/paisabazaar
https://www.bluecorona.com/blog/pay-per-click-statistics
https://www.paisabazaar.com/credit-score/what-is-a-cibil-score/
https://www.webopedia.com/TERM/S/SEM.html
https://www.ads.google.com

Online Marketing-MBA Summer Internship Report

Online Marketing-MBA Summer Internship Report

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