AIAP Tool Guides·Foundations of Google Ads·05:27

Google Ads Assignment: Plan a 10-Lakh Media Mix to Capture IPL-Driven Insurance Search Demand

Assignment narrator (unnamed) Performance marketer presenting a case from "my previous organization"

The short version

Case: a competing insurer buys most IPL digital inventory; awareness will spill into Google Search demand over a two-month season starting in 15 days (0:00-0:02).
Brief: 10 lakh INR Google Ads budget - recommend formats, split the budget, set timelines (0:02-0:03).
Deliverable: a table per campaign (type, bid strategy, investment, audience, timeline) plus a rationale slide; "there's no right or wrong answers" (0:03-0:05).

At a glance, three clicks deep

Skim here first: the closed row is the glance, open is the study card with the key points and timestamps, and the ↓ link drops to that concept's full write-up below.

01Turning a competitor's awareness spend into a search media planPlan formats, budget split, bidding, keyword types and audiences so the brand captures searches created by…›

Plan formats, budget split, bidding, keyword types and audiences so the brand captures searches created by someone else's IPL campaign.

Case (0:00-0:02)

Questions (0:02-0:03)

Template columns (0:03-0:04)

↓ Full write-up of this concept

The concepts in full

Turning a competitor's awareness spend into a search media plan

how-to

When a rival floods the IPL, people search the whole category - be there when they do.

The learner plays marketing lead for an insurer while "Fidget Insurance" (as heard) owns the IPL inventory. Lay out campaign formats (Search, Shopping, Performance Max, Display, YouTube, Demand Gen), a bid strategy per format (sample row: branded search on maximize conversions), keyword types (brand, generic, competitor) and audiences (customer lists, Google in-market and affinity), then a timeline across the season - e.g. YouTube for about four weeks, branded search "full on", generic search until mid-season - and justify each choice.

Do it in this order

01Recommend the ad formats to invest in.
02Split the 10 lakh across formats in a media plan.
03Pick a bid strategy per format.
04Name keyword types per search campaign (brand, generic, competitor).
05Add the audience per campaign.
06Draw the timeline against IPL start and end.
07Write a rationale slide for each campaign's type, duration and budget.

Why it matters

A realistic planning exercise that uses every lever in the series.

This idea elsewhereappliedSearch lesson: brand, generic and competitor campaigns

Tools referenced

Tool	Coverage	Moment	Context
Google Ads	mentioned
Performance Max	mentioned
Demand Gen	mentioned
YouTube	mentioned

Action items

Resources mentioned

Resources

docAssignment template (campaign type, bid strategy, investment, audience, timeline)

Extraction notes

This page was built from an auto-generated transcript, which garbles product and people's names. Those were corrected silently in everything above and logged here for transparency. The warnings flag claims that were true on the recording day but change fast.

Transcript corrections applied

The transcript says	The trainer actually means
Fidget Insurance	client name as heard - likely fictional or mistranscribed
geo hot star	JioHotstar
PMAX	Performance Max
brand day, generate, competitor	brand, generic, competitor

True on recording day — verify before relying

Vendor UI walkthrough: menu names, layout, plan limits and pricing change monthly - check the live product before following click paths.
The 10-lakh budget and "IPL starts 15 days from now" are fixed to the cohort's moment (0:02).