# Google Ads Setup Guide: Concepts 'n' Clarity
## CFA & FRM Coaching - Gurgaon, Delhi NCR

---

## PART 1: ACCOUNT SETUP CHECKLIST

### Before You Begin
- [ ] Google Ads Account created at ads.google.com
- [ ] Billing details added
- [ ] Google Analytics 4 linked
- [ ] Conversion tracking installed (see Part 6)
- [ ] Google Tag Manager installed (recommended)

---

## PART 2: CAMPAIGN STRUCTURE (RECOMMENDED)

### Campaign 1: CFA Coaching (Search)
**Daily Budget:** ₹800-1000/day (start conservative, scale based on results)

| Ad Group | Priority | Keywords |
|----------|----------|----------|
| CFA Level 1 | HIGH | cfa level 1 coaching, cfa level 1 classes, cfa l1 coaching |
| CFA Level 2 | MEDIUM | cfa level 2 coaching, cfa level 2 classes, cfa l2 coaching |
| CFA Level 3 | MEDIUM | cfa level 3 coaching, cfa level 3 classes, cfa l3 coaching |
| CFA General | MEDIUM | cfa coaching, cfa classes, cfa institute coaching |
| CFA Near Me | HIGH | cfa coaching near me, cfa classes gurgaon, cfa coaching delhi ncr |

### Campaign 2: FRM Coaching (Search)
**Daily Budget:** ₹500-700/day

| Ad Group | Priority | Keywords |
|----------|----------|----------|
| FRM Part 1 | HIGH | frm part 1 coaching, frm part 1 classes, frm p1 coaching |
| FRM Part 2 | MEDIUM | frm part 2 coaching, frm part 2 classes, frm p2 coaching |
| FRM General | MEDIUM | frm coaching, frm classes, frm certification coaching |
| FRM Near Me | HIGH | frm coaching near me, frm classes gurgaon, frm coaching delhi |

### Campaign 3: Brand + Competitor (Search) - Optional Later
**Daily Budget:** ₹200-300/day
- Brand terms: concepts n clarity, cnc coaching
- Competitor terms: [competitor name] alternative (use cautiously)

---

## PART 3: KEYWORD STRATEGY

### HIGH-INTENT Keywords (Start Here First)
These indicate strong purchase intent:

**CFA Keywords:**
```
[Exact Match]
[cfa coaching gurgaon]
[cfa classes gurgaon]
[cfa level 1 coaching]
[cfa level 1 classes gurgaon]
[cfa coaching near me]
[best cfa coaching]
[cfa institute gurgaon]
[cfa coaching delhi ncr]

"Phrase Match"
"cfa coaching in gurgaon"
"cfa level 1 classes"
"cfa coaching fees"
"cfa preparation classes"
```

**FRM Keywords:**
```
[Exact Match]
[frm coaching gurgaon]
[frm classes gurgaon]
[frm part 1 coaching]
[frm coaching near me]
[frm certification coaching]
[frm coaching delhi ncr]

"Phrase Match"
"frm coaching in gurgaon"
"frm part 1 classes"
"frm coaching fees"
```

### NEGATIVE Keywords (Add These Immediately)
Prevents wasted spend on irrelevant searches:

```
free
pdf
download
books
salary
jobs
recruitment
exam date
registration
mock test free
youtube
video free
self study
online free
course material free
question paper
syllabus pdf
chartered financial analyst meaning
what is cfa
what is frm
wikipedia
full form
eligibility
reddit
quora
```

### Match Type Strategy
| Week 1-2 | Week 3-4 | Week 5+ |
|----------|----------|---------|
| Exact Match Only | Add Phrase Match | Test Broad Match Modified |
| Lower cost, controlled | More reach | Maximum reach |

---

## PART 4: AD COPY TEMPLATES

### CFA Level 1 Ad Group

**Responsive Search Ad 1:**
```
Headlines (15 total, Google rotates):
H1: CFA Level 1 Coaching Gurgaon
H2: 90%+ Pass Rate | Join Now
H3: Free Demo Class Available
H4: 5000+ Students Trained
H5: Expert CFA Charterholders
H6: Small Batch Size (15-20)
H7: Weekend & Weekday Batches
H8: CFA L1 Coaching in Sector 14
H9: Book FREE Demo Today
H10: Flexible Timings Available
H11: ₹ Affordable Fee Structure
H12: New Batch Starting Soon
H13: Classroom + Online Options
H14: Proven Success Record
H15: India's Top CFA Institute

Descriptions (4 total):
D1: Join Delhi NCR's premier CFA coaching. 90%+ pass rate, expert faculty, comprehensive study materials. Book your FREE demo class now!
D2: 5000+ students trained. Small batches of 15-20 students ensure personalized attention. CFA charterholders as instructors. Call 8527140110.
D3: Located in Sector 14, Gurgaon. Flexible weekend & weekday batches. Try 2 FREE classes before you commit. No payment required.
D4: Comprehensive CFA Level 1 preparation with practice questions, mock exams & doubt clearing. Join the next batch today!
```

**Responsive Search Ad 2:**
```
Headlines:
H1: Best CFA Coaching Gurgaon
H2: 90% Pass Rate Guarantee
H3: 2 FREE Trial Classes
H4: CFA Charterholders Faculty
H5: Join 5000+ Successful Alumni
H6: New CFA L1 Batch Starting
H7: Sector 14 Gurgaon Location
H8: Weekend Classes Available
H9: Call 8527140110 Now
H10: Try Before You Pay
H11: Limited Seats Available
H12: Delhi NCR's Top Institute
H13: Personalized Coaching
H14: Mock Tests Included
H15: Study Material Provided

Descriptions:
D1: CFA Level 1 coaching by expert charterholders. 90%+ success rate, small batches, comprehensive materials. Attend 2 FREE classes!
D2: Gurgaon's most trusted CFA institute since 2012. Flexible batch timings, affordable fees. Book demo at 8527140110.
D3: Why struggle alone? Join 5000+ students who cleared CFA with us. Sector 14 location, excellent transport connectivity.
D4: Not satisfied with demo? Just drop. No fees, no questions. That's our confidence in our teaching quality.
```

### FRM Part 1 Ad Group

**Responsive Search Ad:**
```
Headlines:
H1: FRM Part 1 Coaching Gurgaon
H2: 90%+ Pass Rate | Enroll Now
H3: Free Demo Class Today
H4: Expert Risk Management Faculty
H5: Small Batch Size (15-20)
H6: Weekend & Weekday Options
H7: FRM Coaching Delhi NCR
H8: Book FREE Demo Now
H9: 5000+ Students Trained
H10: Comprehensive Study Material
H11: New Batch Starting Soon
H12: Affordable FRM Coaching
H13: Mock Exams Included
H14: Sector 14 Gurgaon
H15: Call 8527140110

Descriptions:
D1: Master FRM Part 1 with Delhi NCR's best coaching. 90%+ pass rate, experienced faculty, complete study materials. Book FREE demo!
D2: Join 5000+ successful students. Small batches, personalized attention, flexible timings. Try 2 FREE classes before paying.
D3: FRM coaching by industry experts. Quantitative methods, risk management foundations covered comprehensively. Call now!
D4: Located in Sector 14, Gurgaon. Easy access from Delhi, Noida, Faridabad. Weekend batches for working professionals.
```

### "Near Me" Ad Group

**Responsive Search Ad:**
```
Headlines:
H1: CFA Coaching Near You
H2: Gurgaon Sector 14 Location
H3: 90%+ Pass Rate Institute
H4: Free Demo Class Available
H5: 5 Min from Huda City Centre
H6: Delhi NCR's Best CFA Coaching
H7: Join 5000+ Alumni
H8: Small Batches Only
H9: Weekend Classes Available
H10: FRM Coaching Also Available
H11: Expert Charterholders
H12: Book Demo: 8527140110
H13: Try 2 Classes FREE
H14: Flexible Batch Timings
H15: New Batch This Month

Descriptions:
D1: CFA & FRM coaching in Gurgaon Sector 14. Just 5 minutes from Huda City Centre metro. 90%+ pass rate. Book FREE demo!
D2: Serving Delhi, Noida, Faridabad, Ghaziabad students. Convenient location, excellent faculty. Call 8527140110.
D3: Why travel far? Get the best CFA coaching right in Gurgaon. Small batches, personal attention, proven results.
D4: 5000+ students from across NCR have cleared CFA/FRM with us. Join the next batch. 2 FREE trial classes!
```

---

## PART 5: LOCATION & AUDIENCE TARGETING

### Location Settings
```
Target Locations (25-30km radius):
Primary:
- Gurgaon (entire city)
- South Delhi
- Central Delhi
- West Delhi

Secondary:
- Noida (Sector 18, 62, 63)
- Faridabad
- Ghaziabad
- Greater Noida

Settings:
- People IN or REGULARLY IN these locations (recommended)
- NOT "People interested in these locations"
```

### Demographic Targeting
```
Age: 21-45 (primary: 23-35)
Gender: All
Household Income: Top 50% (if available)
Education: College, Bachelor's, Master's
```

### Audience Segments (Observation Mode First)
```
In-Market Audiences:
- Business & Finance > Financial Services
- Education > Graduate Education
- Education > Professional Certifications

Affinity Audiences:
- Business Professionals
- Finance Enthusiasts
- Investment Enthusiasts

Custom Audiences:
Create based on:
- URLs: cfainstitute.org, garp.org, analystforum.com
- Keywords: cfa exam, frm certification, finance career
```

---

## PART 6: CONVERSION TRACKING SETUP

### Conversions to Track

**Primary Conversions (Leads):**
1. Form Submission (demo registration)
2. Phone Call Clicks
3. WhatsApp Clicks (if applicable)

**Secondary Conversions (Engagement):**
1. Page scroll > 75%
2. Time on page > 2 minutes
3. Video plays (testimonials)

### Google Tag Manager Setup

**Form Submission Tracking:**
```javascript
// Add this to your thank you message or success callback
// In your submitDemoForm() function after success:

if (data.success) {
    // Existing code...
    
    // Add Google Ads conversion tracking
    gtag('event', 'conversion', {
        'send_to': 'AW-XXXXXXXXX/YYYYYYYYYYY',
        'value': 1.0,
        'currency': 'INR'
    });
    
    // Also fire GA4 event
    gtag('event', 'generate_lead', {
        'event_category': 'Demo Registration',
        'event_label': formData.get('course'),
        'value': 1
    });
}
```

**Phone Click Tracking:**
```html
<!-- Update your phone links -->
<a href="tel:+918527140110" 
   onclick="gtag('event', 'conversion', {'send_to': 'AW-XXXXXXXXX/ZZZZZZZZZZ'});">
   📞 8527140110
</a>
```

### Setting Up in Google Ads

1. Go to **Tools & Settings > Conversions**
2. Click **+ New Conversion Action**
3. Select **Website**
4. Enter your URL: conceptsnclarity.com/cfa-frm-coaching-gurgaon-delhi-ncr
5. Set up manually:
   - **Name:** Demo Form Submission
   - **Category:** Submit lead form
   - **Value:** Use ₹500 (estimated lead value)
   - **Count:** One (per user)
   - **Attribution:** Time decay, 30 days

---

## PART 7: BID STRATEGY RECOMMENDATIONS

### Phase 1: Learning (Week 1-2)
```
Strategy: Maximize Clicks
Daily Budget: ₹500-800
Goal: Gather data, 50+ clicks
```

### Phase 2: Optimization (Week 3-4)
```
Strategy: Maximize Conversions
Daily Budget: ₹800-1200
Goal: 10-15 conversions minimum
```

### Phase 3: Scaling (Week 5+)
```
Strategy: Target CPA
Target CPA: ₹300-500 per lead
Daily Budget: ₹1500-2500
Goal: Consistent lead flow
```

### Manual Bid Recommendations (if using Manual CPC)
| Keyword Type | Suggested Bid |
|--------------|---------------|
| [cfa coaching gurgaon] | ₹30-50 |
| [cfa level 1 coaching] | ₹25-40 |
| "cfa coaching near me" | ₹35-55 |
| [frm coaching gurgaon] | ₹25-40 |
| Generic CFA terms | ₹20-35 |

---

## PART 8: AD EXTENSIONS (ASSETS)

### Sitelink Extensions
```
Sitelink 1:
Title: CFA Level 1 Coaching
Description 1: Comprehensive CFA L1 preparation
Description 2: Expert faculty, 90%+ pass rate
URL: /cfa-level-1-coaching

Sitelink 2:
Title: FRM Part 1 Coaching  
Description 1: Risk management certification prep
Description 2: Small batches, flexible timings
URL: /frm-part-1-coaching

Sitelink 3:
Title: Book FREE Demo Class
Description 1: Try 2 classes before paying
Description 2: No commitment required
URL: /cfa-frm-coaching-gurgaon-delhi-ncr#demoForm

Sitelink 4:
Title: Our Success Stories
Description 1: 5000+ students trained
Description 2: Video testimonials from alumni
URL: /testimonials

Sitelink 5:
Title: Course Fees & Schedule
Description 1: Affordable fee structure
Description 2: Weekend & weekday batches
URL: /fees
```

### Callout Extensions
```
✓ 90%+ Pass Rate
✓ 5000+ Students Trained
✓ Free Demo Class
✓ Small Batch Size
✓ CFA Charterholders Faculty
✓ Weekend Batches Available
✓ Study Materials Included
✓ Mock Tests Included
✓ Doubt Clearing Sessions
✓ Since 2012
```

### Structured Snippets
```
Header: Courses
Values: CFA Level 1, CFA Level 2, CFA Level 3, FRM Part 1, FRM Part 2

Header: Amenities
Values: AC Classrooms, Study Material, Mock Tests, Doubt Sessions

Header: Neighborhoods
Values: Sector 14 Gurgaon, Near Huda City Centre, Delhi NCR
```

### Call Extension
```
Phone: +91-8527140110
Schedule: 8 AM - 8 PM (all days)
```

### Location Extension
```
Link Google My Business account
Address: M-23 Old DLF Colony, Sector 14, Gurgaon
```

### Lead Form Extension (Optional)
```
Headline: Get FREE Demo Class Details
Business Name: Concepts 'n' Clarity
Description: Fill form for instant callback
Questions: Name, Phone, Email, Course Interest
Submit Button: Request Demo
Privacy Policy: [your privacy policy URL]
```

---

## PART 9: AD SCHEDULE & DEVICE BIDDING

### Ad Schedule Recommendations
```
Best Performing Hours (Education):
- Weekdays: 7-9 AM, 12-2 PM, 6-10 PM
- Weekends: 9 AM - 8 PM

Bid Adjustments:
7-9 AM:    +10%
9 AM-12 PM: 0%
12-2 PM:   +10%
2-6 PM:    0%
6-10 PM:   +20% (peak research time)
10 PM-7 AM: -30%

Weekend:   +15%
```

### Device Bid Adjustments
```
Mobile:  +0% to +10% (most searches)
Desktop: +0%
Tablet:  -20%
```

---

## PART 10: WEEKLY OPTIMIZATION CHECKLIST

### Week 1
- [ ] Launch with exact match keywords only
- [ ] Monitor search terms daily
- [ ] Add negative keywords aggressively
- [ ] Check ad approval status
- [ ] Verify conversion tracking works

### Week 2
- [ ] Review search terms report
- [ ] Add 10-20 negative keywords
- [ ] Pause low-quality keywords
- [ ] Test new ad variations
- [ ] Adjust location targeting if needed

### Week 3
- [ ] Switch to Maximize Conversions (if 10+ conversions)
- [ ] Add phrase match keywords
- [ ] Review Quality Scores
- [ ] Optimize ad copy based on CTR
- [ ] Check mobile vs desktop performance

### Week 4+
- [ ] Weekly search term reviews
- [ ] A/B test landing page elements
- [ ] Adjust bids for top performers
- [ ] Consider Target CPA bidding
- [ ] Scale budget on winning campaigns

---

## PART 11: EXPECTED METRICS & BENCHMARKS

### Industry Benchmarks (Education - India)
| Metric | Poor | Average | Good | Excellent |
|--------|------|---------|------|-----------|
| CTR | <2% | 3-4% | 5-7% | >8% |
| CPC | >₹60 | ₹40-60 | ₹25-40 | <₹25 |
| Conversion Rate | <2% | 3-5% | 6-8% | >10% |
| Cost per Lead | >₹800 | ₹500-800 | ₹300-500 | <₹300 |
| Quality Score | <5 | 5-6 | 7-8 | 9-10 |

### Realistic Expectations

**Month 1 (Learning Phase):**
- Budget: ₹30,000-40,000
- Expected Clicks: 800-1200
- Expected Leads: 25-40
- Cost per Lead: ₹800-1200

**Month 2-3 (Optimization):**
- Budget: ₹40,000-60,000
- Expected Clicks: 1200-2000
- Expected Leads: 50-80
- Cost per Lead: ₹500-800

**Month 4+ (Scaled):**
- Budget: ₹60,000-100,000
- Expected Clicks: 2000-3500
- Expected Leads: 100-150
- Cost per Lead: ₹400-600

---

## PART 12: COMMON MISTAKES TO AVOID

1. **Using only Broad Match keywords** - Start with Exact/Phrase
2. **Not adding negative keywords** - Add on Day 1
3. **Targeting "interested in location"** - Use "in location" only
4. **Ignoring Quality Score** - Aim for 7+
5. **Setting and forgetting** - Review weekly minimum
6. **Too many keywords per ad group** - Keep 5-15 max
7. **No conversion tracking** - Essential from Day 1
8. **Landing page mismatch** - Ad should match landing page
9. **Bidding too low initially** - May not get impressions
10. **Scaling too fast** - Increase budget 20% max at a time

---

## PART 13: LANDING PAGE OPTIMIZATION NOTES

Your landing page is well-designed! Quick suggestions:

### Already Good ✓
- Form above the fold
- Clear headline with value prop
- Trust indicators (90% pass rate, 5000+ students)
- Video testimonials
- Free demo offer
- Mobile responsive

### Consider Adding
1. **Exit intent popup** - Capture leaving visitors
2. **WhatsApp button** - Many prefer WhatsApp over calls
3. **Countdown timer** - For next batch deadline
4. **Specific course pages** - For better Quality Score
5. **Fee information** - Even ranges help conversions
6. **Google reviews widget** - Social proof

---

## PART 14: QUICK START GUIDE (DAY 1)

### Step-by-Step Launch

**Step 1: Create Campaign**
- Campaign type: Search
- Goal: Leads
- Name: CFA Coaching - Search

**Step 2: Settings**
- Locations: Gurgaon + 25km radius
- Language: English
- Budget: ₹800/day
- Bidding: Maximize Clicks (for now)
- Start date: Today
- End date: None

**Step 3: Create Ad Group "CFA Level 1"**
- Add 10-15 keywords (exact match)
- Create 2 Responsive Search Ads
- Add all extensions

**Step 4: Add Negative Keywords**
- Add the full negative keyword list

**Step 5: Verify & Launch**
- Preview ads
- Check final URL
- Submit for review

**Step 6: Wait 24-48 hours for approval**

---

## SUPPORT & RESOURCES

### Google Ads Help
- support.google.com/google-ads
- Google Ads Community Forum

### Useful Tools
- Google Keyword Planner (free with Ads account)
- Google Analytics 4
- Google Search Console
- Ubersuggest (keyword research)

### Your Conversion Tracking Checklist
- [ ] Google Ads conversion tag installed
- [ ] Form submission tracking working
- [ ] Phone click tracking working
- [ ] GA4 events configured
- [ ] Test conversion fired successfully

---

**Good luck with your Google Ads! Start conservative, test everything, and scale what works.**

*Document prepared for: Concepts 'n' Clarity, Gurgaon*
*Landing Page: conceptsnclarity.com/cfa-frm-coaching-gurgaon-delhi-ncr*