Molly Mutt Europe — Google Search

A Google Search campaign proposal for Molly Mutt Europe, built as a DCI group assignment with a hypothetical €60 budget over six days. The campaign was set up as a draft in Google Ads and never launched. No money was spent and no clicks were recorded.

What this project shows is the reasoning: how to scope a tiny budget so that the data it buys can be interpreted.

Dog beds are a competitive search category in Germany. With €60, a broad campaign would spend the budget on loosely related clicks before anyone could learn anything. The proposal had to stay narrow enough to produce a readable first data set.

• German-speaking dog owners in Germany
• In the consideration stage: they know they need a better bed and are comparing washable or eco options
• They type searches like “hundebett bezug waschbar” or “ökologisches hundebett” — commercial intent, close to buying

Website traffic. Attract relevant German-speaking visitors to the dog bed cover product page, and collect first German search data (search terms, CTR, CPC) to plan the next campaign. Bid strategy: Maximize Clicks.

• One market, one product, one message: Germany only, dog bed covers only, German keywords.
• One campaign with two ad groups that match the brand’s positioning: sustainable/eco dog beds, and washable covers.
• Exact match for the low-volume sustainability searches so every click is on-brand; phrase match for the higher-volume washable searches.
• Broad match deliberately left out until conversion data and strong negative keywords exist.
• Negative keywords for price hunters, competitor platforms, second-hand intent and the wrong product type (orthopaedic, memory foam).
• Responsive search ads with 15 headlines and 4 descriptions per ad group, plus callouts, structured snippets and six sitelinks.

• Researched search intent in Google Keyword Planner and selected the German keywords and match types.
• Built the negative keyword list to keep the small budget away from irrelevant searches.
• Planned the €60 budget and prepared the forecast for clicks, CTR and cost per click.
• Worked in a team of four DCI students; we shared the campaign structure, ad copy and presentation.

Documents

• Case study summary (PDF)

• Google Ads
• Google Keyword Planner
• Canva

Forecast and targets — not results

Proposed budget, €10 a day for 6 days

€60

Forecast clicks (target ≥ 62)

~62

Forecast CTR (target ≥ 4%)

~4.2%

Forecast avg. CPC (target ≤ €1.00)

~€0.97

Forecast impressions

~1,500

All figures are planning estimates from Google Keyword Planner, retrieved 30 Sept 2026. No ads ran, no budget was spent and no clicks or conversions were recorded.

• Intent beats volume. A keyword can have strong search volume and still be a poor fit for the product.
• Small budgets force priorities. Scope, match types and exclusions should all serve one learning objective.
• Forecasts are hypotheses. Only a live campaign with reliable tracking can confirm them.