Business Updates

Farms laws 2020 – More benefits or Drawbacks in these laws?

Farms laws 2020 – More Benefits or Drawbacks in these laws?

Dr. M.Rahman, Associate Professor, Galgotias University

The three farm laws that were passed, with an aim to improve the country’s agriculture sector, by both houses of the parliament and received presidential assent in September 2020 received widespread protest from farmers across the nation. These laws – The Farmers Produce Trade and Commerce (Promotion and Facilitation) Act, 2020; The Farmers (Empowerment and Protection) Agreement of Price Assurance and Farm Services Act, 2020; and The Essential Commodities (Amendment) Act, 2020 – collectively seek to provide farmers with multiple marketing channels and provide a legal framework for farmers to enter into pre-arranged contracts among other things. The PM and many ministers in the central government claimed that enactment of these laws is historic and these would drastically improve farmers’ lives by increasing their income by selling their agricultural products anywhere in the country. However, these claims didn’t run well among the farmers and nationwide protests erupted. The farmer union’s claim that these laws would make the APMC (Mandi) system redundant, finish the minimum support price (MSP), leave the farmers at the cruel market forces and business houses and eventually ruin the farmers life. The farmer group’s mistrust on these laws resulted in thousands of farmers in Punjab, Haryana and several other states coming on the roads to protest against three farm laws since these were presented in the parliament.



Over the past one month, farmers started the fiercest protest and have laid siege to the national capital by blocking the highways to Delhi. The Modi government scrambled to find an amicable solution, but the multiple rounds of meetings between protesting farmer groups and the central government failed to reach any solid conclusion. The farmers are so angry with these newly formed laws that they are demanding nothing less than total scrapping of the laws.

Now the big questions come – Why the farmers are so angry with these laws? Why this mistrust between the farmers and the central government? Why don’t the farmers trust the words or intentions of PM Modi and its ministers who claimed passing of these laws by the parliament as the watershed/historic moment in the life of Indian farmers?

 Now there are two extreme opinions that have emerged on these farm laws. While one extreme opinion is ‘it’s a death sentence to the farmers’, other extreme opinion is ‘it will drastically improve the lives of the farmers’. Now, Let us try to understand the farm laws and the key provisions in these laws, and analyse the benefits from these laws as well as drawbacks in these laws.

About the enactment of the farm laws 2020

On June 5, 2020, with an aim to improve the agriculture sector and farmers’ lives, three farm related ordinances – 1. Farmers’ Produce Trade and Commerce (Promotion and Facilitation) Ordinance, 2020, 2. Farmers (Empowerment and Protection) Agreement on Price Assurance and Farm Services Ordinance, 2020, and 3. Essential Commodities (Amendment) Ordinance, 2020 were promulgated by the union government. Since then there have been protests against these bills from the opposition members as well as farmer groups. But, rather than responding to the protests and considering the concerns of the protestors, the govt went on to pass the bill in Lok Sabha first and then in Rajya Sabha on on 17th Sep and 20th Sep respectively with severe resistance by opposition parties. These ordinances were finally converted into acts after presidential assent on 27th September 2020. Since then, there have been widespread and fierce protests of farmers across the nation. The three acts that have become contentious are:
1. Farmers Produce Trade and Commerce (Production and Facilitation) Act, 2020         
2. Farmers (Empowerment and Protection) Agreement on Price Assurance and Farm Services Act, 2020
3. Essential Commodities (Amendment) Act, 2020



Now, let us try to understand the provisions made by these three laws one by one starting with Farmers Produce Trade and Commerce (Production and Facilitation) Act, 2020. The key provisions this act and its benefits as well as drawbacks associated with it without any any personal or political biasness.

Provisions in Farmers Produce Trade and Commerce (Production and Facilitation) Act, 2020.

  1. Alternative Trading Channels: This act permits intra and inter-state trade of farmers’ produce beyond the physical premises of Agricultural Produce Market Committee (APMC) markets and other markets notified under the state APMC Acts. In simple language the farmer can sell their produce outside government regulated mandis or any outside trade area such as farm gates, factory premises, cold storages, and so on.  
  2. Registration/License: No formal registration or license is required by an individual or business to purchase agri-produce outside mandis. Any PAN card holders can buy foodgrains from the farmers.
  3. Electronic Trading: This act also facilitate direct and online buying and selling of the agricultural produce via electronic devices and the internet. 
  4. No market fee or tax on trading outside APMC trade areas: There will be no market fee or tax on farmers, traders and electronic trading platforms for trading farmers’ produce in an ‘outside trade area’. 
  5. Dispute settlement mechanism – This act provides for a three-level dispute settlement mechanism– Conciliation Board, Sub-Divisional Magistrate and Appellate Authority (normally district collector). No civil court will have the power to intervene.   

Benefits of Farmers Produce Trade and Commerce (Production and Facilitation) Act, 2020         

  1. Availability of alternative trading channels: Farmers will have alternative options and the freedom to sell their produce outside the APMC (agricultural produce market committee)/mandis legally and there will be no tax on such trade which may give a higher price to the farmers. They can also sell online and can get a chance to connect with the modern IT world. APMC is not considered to be the perfect practice and need improvements as per many experts.

    It is to be noted that, previously sale and purchase of agri-produce could only be done in the APMC yards or Mandis in the specified area where the buyers have to pay at least the minimum support price (MSP) set by the government for specified agricultural products. At present there are 23 items on which the central government fixes MSP. The sale and purchase outside these mandis were deemed illegal as there were more chances of farmers’ exploitation on price and payment). But, this act has made it legal.

The minimum support price (MSP) is an agricultural product price set by the Government of India to purchase directly from the farmer. This rate is to safeguard the farmer to a minimum profit for the harvest. The central government sets the price for 23 commodities twice a year. These commodities include cereals (paddy, wheat, maize etc.), pulses (moong, urad, tur etc.), oilseeds (peanuts, sunflower, soyabean etc.) and commercial crops (cotton, jute, sugarcane and copra).



2. Promotes Inter-state and intra-state trade: Farmers can sell their produce within the state or anywhere else in the country and there will be no restriction on this type of trade. This will benefit the farmers that they will be able to sell their produce to the merchant wherever they get a higher price.
It is to be noted that, earlier, they were not legally allowed to sell in APMC/mandis in outside the specified areas.

3. Farmers can sell to anyone with a valid document like PAN card: There will be no need for any kind of registration or license for traders to purchase agricultural produce of farmers in the trade area outside the APMC mandi. Those holding PAN card or any other document notified by the Central government can join this trade. This will facilitate trade in agricultural products and will benefit the farmers.
Note: Trading in APMC areas/mandis need proper registration and every transaction is recorded.

4. Fast dispute settlement: In case of any dispute arising in such business, the matter will be settled within 30 days by the Sub-Divisional Magistrate. This is really good for the farmers if it’s done with seriousness and honesty.

Drawbacks of Benefits of Farmers Produce Trade and Commerce (Production and Facilitation) Act, 2020         

1. No MSP and chances of exploitation on price: Outside APMC yards, MSP or minimum price is not guaranteed and there are chances farmers may be exploited on price decided by traders and the cruel market forces.

Farmer groups claim that the states where APMC/Mandi system is poor like Bihar, farmers sold their foodgrains at a price much lower than the MSP fixed by the government. The farmers in Punjab and Haryana are financially sound as compared to other states like Bihar because the former sell their products at MSP in APMC mandis thereby getting over Rs 1800 per quintal for wheat and paddy against the later getting a much lower price than the MSP.

2. Business in APMC (government mandis) may suffer – Since there will be no taxes/fees in outside trade areas, it would lead to uneven competition and trading would move from govt mandis to private trade areas and ultimately the APMC/govt mandis will be finished. This will create two types of markets – one with tax and other without tax.  This is a favour to those trading outside APMC trade areas.

As claimed by the President of the Maharashtra Rajya Bazaar Samiti Sahakari Sangh, Dilip Mohite Patil, around 100-125 market committees (mandis) in Vidarbha and Marathwada regions have reported almost no business and are on the verge of closure after the announcement of the central Ordinance in June 2020. 

4. Loss of income of those engaged in APMC: There are many traders and agents engaged in facilitating the sale and purchase of the farmers’ products. Some invested money in their shops or godowns in the APMC area.
Farmer groups claim that since there is no fee/taxes on outside trading areas, business may shift from APMC areas to outside trading areas. The loss of business in APMC areas would endanger the livelihoods of many persons working in or engaged with these areas.
It is to be noted that farmers selling in government mandis have to shell out around 10% as mandi fees and taxes.

5. No judicial support: Since there will be no intervention of court i.e. judicial support (as per this act), the farmers will be at the mercy of the government authorities (SDM, Collector) In case of dispute. People have more trust on courts than that on government babus, and so its a drawback.                                                                   

6. Poor regulation on traders outside govt mandis: As per the act, no formal registration or license is required and anyone with a PAN card can buy from farmers outside mandi areas. With this, farmers will be exposed to the risk of fraud due to the entry of people without license or registration. There could be more chances of cheating/fraud with emergence of fly-by-the night operators.

Conclusion

The Farmers Produce Trade and Commerce (Production and Facilitation) Act, 2020 has good intention but without strong safeguards to the farmers. It would have been better, if farmers concerns were taken into consideration by the government while formulating the bill. The government should remove the drawbacks associated with this law so that the farmers can realize the full benefits out of its implementation and improve the nation’s economy. The government should improve the deficiencies in APMC/mandis, assure MSP or develop some pricing mechanism so that the farmers don’t have to play in the hands of cruel market forces while selling in areas outside APMC, impose fee/taxes in outside trade areas at par with the APMC trade areas so that there is a level playing field between the two areas, provide judicial support in case of dispute not settled by SDM or collector, and provide for registration/regulation of buyers outside APMC (mandi) areas so at that farmers won’t be exposed to the risk of fraud due to the entry of people without license or registration. So, it is to conclude that this law should not be repealed, rather the government should improve/amend it so that it becomes good for the farmers and the nation.

For provisions, benefits and drawbacks of other two farm laws CLICK HERE

Business Updates

Why the Retail Giant ‘Future Group’ Failed?

Why the Retail Giant ‘Future Group’ Failed?

Dr M.Rahman, Senior academician in Business Administration

Unable to bear huge debt and liabilities and compete in the dynamic retailing business environment, India’s retailing giant Future group led by Kishore Biyani (known as “The King of the Indian Retail”) owning flagship store ‘Big Bazaar’ has accepted a proposal of acquisition from Mukesh Ambani led business conglomerate Reliance Industries Ltd. Big Bazaar stores were considered to be ‘the Indian version of America’s Walmart stores’. However the Future group failed to manage its momentum due to certain reasons and this article made an attempt to understand the reasons behind its failure.

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Failure of Future group and the proposed acquisition

In the past, the world saw many business giants like My Space (in social media), Nokia (in mobile phone), Kodak (in Camera), Jet Airlines (in Indian aviation sector) and many others unable to stand in the cut-throat competition and ended up either being acquired by other business giant or shut down. In this list, the latest addition is India’s retailing giant Future group led by Kishore Biyani commonly known as “The King of the Indian Retail”. Unable to bear huge debt and liabilities and compete in the dynamic retailing business environment, Future group’s retailing business that owns flagship store ‘Big Bazaar’ has accepted a proposal of acquisition from from Mukesh Ambani led business conglomerate Reliance Industries Ltd through its subsidiary Reliance Retail Ventures for an amount Rs 24,713 crores.

However, the Future Group asset acquisition is subject to regulatory and other customary approvals, which may take around few months to complete. At present, this deal is going through legal proceedings filed by Amazon (a stakeholder in Future Retail) in Singapore International Arbitration Centre (SIAC) against the deal.

As a part of the proposed deal, Reliance Retail Ventures (RRVL) will take over more than Rs 19,000 crore of debt and liabilities owed by Future Group’s retail, wholesale, logistics and warehousing units until March 31, 2020. Future group owned renowned companies like Future Retail Ltd., Future Lifestyles Fashions Ltd., and Future Supply Chain Solutions Ltd. will be now owned and managed by RIL through its subsidiary. While Future Retail owns the flagship Big Bazaar alongwith many other popular stores (including HomeTown, Food Bazaar, FBB, Easyday, Nilgiris, FoodHall, Heritage Fresh and WHSmith), Future Lifestyle Fashions Ltd operates fashion discount chain Brand Factory, Central and Planet Sports.

While this acquisition (if completed successfully) will further strengthen RIL’s financial profile and competitive position and add about 1,700 large stores to RIL’s 11,806 stores in its retail segment and increase its organised retail revenue market share by around 5 per cent. (according to Fitch Ratings, a global research firm), it will kick out Kishore Biyani out of retailing business for many years. After this transaction, Future group will retain the manufacturing and distribution of FMCG goods and integrated fashion sourcing and manufacturing business and its insurance JVs with Generali and JVs with NTC Mills.

It’s irony that with this deal Kishore Biyani known as the finest brain in Indian retail sector and considered as “the King of Indian retail’ would have to remain out of any retailing venture for the next 15 years. Kishore Biyani is known for pioneering organized retailing in the country with the launch a chain of modern retailing formats like supermarkets and hypermarkets across the nation.


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About Future Group

Future Group is a corporate group headquartered in Mumbai (India) in 1987 and founded by Kishore Biyani in 1987 as a garment manufacturing company that sold formal trousers under the brand name of ‘Pantaloon’. Over a period of time it diversified rapidly and the group is now known for having a significant prominence in Indian retail and fashion sectors with popular retail chains like Big Bazaar, Food Bazaar, Home Town, Brand Factory, Planet Sports, etc through its operating companies Future Retail Limited and Future Lifestyle Fashions Limited. In addition to retailing, the group has a notable presence in integrated foods and FMCG manufacturing sector, logistics, insurance, logistics & supply chain as well as apparel design and manufacturing sectors.

Kishore Biyani is known for launching India’s first hypermarket ‘Big Bazaar’ in the country around 20 years ago when organized retailing was at the introduction stage. It was scaled up rapidly to over 250 stores across 120 Indian cities over years. Biyani’s success with Big Bazaar under Future Retail had turned him into a revered figure in the Indian retail sector and a magnet for media attention. He was running the largest retailer in the country and was named as retailer of the year by the National Retail Federation, which at one earlier point had refused even to admit him.

Future group’s flagship comapny Future Retail operated 1,550 stores with its flagship brands Big Bazaar, FBB and Foodhall, Easyday, Heritage Fresh and WHSmith. Future Lifestyle Fashion operates 354 stores of Brand Factory, Central and Planet Sports. On any given day, over 2 millions visit future group stores and digital networks as claimed by Future group website (www.futuregroup.in). In addition to retailing, the group also has presence in FMCG, insurance, media, logistics & supply chain as well as apparel design and manufacturing. The group operations were performing ok with Future Retail clocking a total revenue of Rs 20185.37 cr and a net profit of Rs 732.81 cr in FY 2018-19. Also, Future Enterprises Ltd that holds largest shares in Future Retail and other group companies had a revenue Rs 5433 cr and a net net profit of Rs 133 cr in FY 2018-19 against a revenue of Rs 6065 cr and a net profit of Rs 175 cr in FY 2019-20.

However, when the group was earning profit in FY2019, what happened to “The King of The Indian Retail’ –  Kishore Biyani led Future group that compelled it to sell out its flagship retailing and logistics businesses to RIL in August, 2020. Let’s us try to understand the underlying factors/reasons.

Why Future Group Failed

Selling of its complete stake in Future Retail to Mukesh Ambani’s RIL is seen as the biggest setback to Koshore Biyani, known as one of the best minds in retail business in India. But how did he come to this point? What were the reasons behind the sell out? Lets us understand ‘why Future group failed’?

Key Reasons – Why Future Group Failed?
Huge debt
Aggressive expansion, Unrelated Diversification
Inability to leverage online retailing
Corona-virus pandemic

CLICK HERE for Details of ‘Reasons behind the Failure of Future Group‘

Business Analytics

Text Mining and its Applications

Text Mining and its Applications

text mining

For businesses, the large amount of data generated every day represents both an opportunity and a challenge. On the one side, data helps companies get smart insights on people’s opinions about a product or service. Think about all the potential ideas that you could get from analyzing emails, product reviews, social media posts, customer feedback, support tickets, etc.

Data can be internal source (interactions through chats, emails, surveys, spreadsheets, databases, etc) or external (information from social media, review sites, news outlets, and any other websites).  On the other side, there’s the dilemma of how to process all this data. And that’s where text mining plays a major role.

If you need to examine tons of reviews in ”The Times of India’ or in a ‘review site” to understand what customers are praising or criticizing about your brand. A text mining algorithm can help you identify :

  • the most popular topics that arise in customer comments, and
  • the way that people feel about them: are the comments positive, negative or neutral?
  • You can also find out the main keywords mentioned by customers regarding a given topic.

So, what is Text mining?

Text mining is the process of transforming unstructured text data into meaningful and actionable information. It utilizes different AI technologies to automatically process data and generate valuable insights, enabling companies to make data-driven decisions. It involves extracting information from different written resources – like websites, books, emails, reviews, and articles. High-quality information is typically obtained by devising patterns and trends by means such as statistical pattern learning.

Methods for Text Mining
It includes basic as well as advanced methods as mentioned below:

  • BASIC METHODS
  • Collocation
  • Concordance
  • ADVANCED METHODS
  • Text Classification
  • Text Extraction

Basic Methods of Text Mining

Word frequency, Collocation and Concordance are the three basic methods of text mining.

Word frequency can be used to identify the most recurrent terms or concepts in a set of data.

Finding out the most mentioned words in unstructured text can be particularly useful when analyzing customer reviews, social media conversations or customer feedback.

For example: Expensive, overpricing, overcharging, high pricing

Collocation refers to a sequence of words that commonly appear near each other.

The most common types of collocations are bigrams (a pair of words that are likely to go together, like get started, save time or decision making) and trigrams (a combination of three words, like within walking distance or keep in touch).

Identifying collocations — and counting them as one single word — improves the granularity of the text, allows a better understanding of its semantic structure and, in the end, leads to more accurate text mining results.

Concordance is used to recognize the particular context or instance in which a word or set of words appears. We all know that the human language can be ambiguous: the same word can be used in many different contexts. Analyzing the concordance of a word can help understand its exact meaning based on context. For example – It is expensive for me but save much of my time in office work.

Advanced Methods of Text Mining

Text classification and Text extraction are the two advanced methods of text mining as mentioned below.

Text Classification is the process of assigning categories (tags) to unstructured text data. This essential task of Natural Language Processing (NLP) makes it easy to organize and structure complex text, turning it into meaningful data. With text classification, businesses can analyze all sorts of information, from emails to support tickets, and obtain valuable insights in a fast and cost-effective way.

Some of the most popular tasks of text classification –

  • Topic analysis – helps you understand the main themes or subjects of a text, and is one of the main ways of organizing text data.
  • Sentiment analysis – helps in analyzing the emotions that underlie any given text. It helps you understand the opinion and feelings in a text, and classify them as positive, negative or neutral.
  • Language detection – allows you to classify a text based on its language. One of its most useful applications is automatically routing support tickets to the right geographically located team. Automating this task is quite simple and helps teams save valuable time.
  • Intent detection –helps you to recognize the intentions or the purpose behind a text automatically. This can be particularly useful when analyzing customer conversations.

For example, you could sift through different outbound sales email responses and identify the prospects which are interested in your product from the ones that are not.

Text Extraction is an advanced text analysis technique that extracts specific pieces of data from a text, like keywords, entity names, addresses, emails, etc.

By using text extraction, companies can avoid all the hassle of sorting through their data manually to pull out key information.

The key tasks of text extraction –

  • Keyword Extraction: keywords are the most relevant terms within a text and can be used to summarize its content. Utilizing a keyword extractor allows you to index data to be searched, summarize the content of a text or create tag clouds, among other things.
  • Named Entity Recognition: allows you to identify and extract the names of companies, organizations or persons from a text.

Feature Extraction: helps identify specific characteristics of a product or service in a set of data. For example, if you are analyzing product descriptions, you could easily extract features like color, brand, model etc.

Click to see ‘Applications of Text Mining’

Starting Google ads campaign
Digital Marketing

Starting a Google Ads campaign – Step by Step Guide

Starting a Google Ads campaign –Step by Step Guide

Dr M. Rahman, Associate Professor, Galgotias University

Google Ads (formerly Google AdWords) launched in 2000  is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. Google Ads is Alphabet Inc’s main source of revenue, contributing US$134.8 billion in 2019.

It can place ads both in the results of search engines like Google Search (the Google Search Network) and on websites, mobile apps, and videos (the Google Display Network). 

This article explains the structure of Google Ads campaign and the steps in developing an advertising campaign on Google Ads platform for improving business performance.

Structure of Google Ads Campaign

Google Ads is organized into three layers:

  • Account –  The account is associated with a unique email address, password, and billing information.
  • Campaign – The campaigns have their own budget and settings that determine where your ads appear.

     For example, A university offering undergraduate and postgraduate programs need to create different ad campaigns for admissions for each of these programs.

  • Ad groups – The ad groups contain a set of similar ads and keywords. A campaign can have multiple ad groups.
    The undergraduate program admission campaign can have different ad groups for BBA, BA(Eco), B.Com.
    The ads and keywords for BBA ad campaign for admissions will be different from those of BA(Eco), B.Com ad campaign.

Starting a campaign in Google Ads

Step 1. Create a Google Ads A/C and login..
Step 2. Select ad campaign goal
Step 3. Select ad campaign type
Step 4. Target your audiences (customers)
Step 5. Setting bids and budgets
Step 6. Creating ad groups
Step 7. Create ads
Step 8. Measure and Optimise the campaign performance

Step1. Create a Google Ads A/C and login    

Visit the Google Ads website https://ads.google.com/intl/en_IN/home/. To create Google Ads account, one needs an email address and website for your business.

Step 2. Select ad campaign goal

Advertising goal may be – Brand awareness, Website traffic, Generating Leads, Sales, App promotion etc. as shown below. These are options available to you in setting your goal. Select one goal that is best for you.

For example – A management college offering MBA program would like to attract more and more target customers to visit it’s website. So, in this example, the goal can be attracting ‘Website traffic‘.

Step 2. Select ad campaign campaign type

After setting the advertising goal, select the best campaign type from the following options from Google Ads.

The most commonly used campaign types include:
     
i) Search campaign — Ads can appear throughout websites on the Google Search Network. • Your keywords are linked to the words or phrases that someone uses to search on Google, then relevant text ads are shown on Search Engine Result Pages (SERPs).

 ii) Display campaign — Ads can appear throughout the Display Network. This campaign type works by matching your ads to websites and other placements, such as YouTube and mobile apps, with content related to your targeting.

iii) Video campaign – Advertise on YouTube with Video campaigns on Google Ads. You can choose ad formats that serve with an option to skip the ad after five seconds or as a six second buffer between videos.

iv) Shopping campaign If you want to show products from your eCommerce store in Google Shopping, then you’ll need to setup the Google Merchant Center.


Step 3. Target your audiences/customers

Targeting will show your ads to the right customer groups and is a key part of a successful ad campaign. 

There are different options of targeting in Google ads. You can pick up one targeting option or more than one in combination.
i) Audience targeting

Audience targeting helps you reach people based on who they are, their interests and habits, what they’re actively researching, or how they’ve interacted with your business. So, you can target on the basis of age, gender, marital status, education etc.

ii) Location targeting
With location targeting, you can target the geographic areas in which you’d like your ads to appear. you will be presented with the choice to target:

  • People in or who show interest in your targeted area
  • People in or regularly in your targeted area
  • People searching for your targeted area

iii) Language targeting

Language targeting helps ensure that your ads will appear on websites that are written in the language of the customers you’d like to reach.

  iv) Device targeting
You can reach your customers while they’re on the move by showing your ads when people are searching or visiting websites on their devices.

For example mobile phones with full browsers, such as iPhones and Android devices.

Step 4. Setting bids and budgets

 Once you have decided which networks you want to display your ads on and who you want to show them to, there are two things you’ need to focus on:

Your budget: Your daily budget is the amount that you set for each campaign to indicate how much, on average, you’re willing to spend per day.

Your bidding strategy: Depending on which networks your campaign is targeting, and your advertising goals, you can determine which strategy is best for you.

The bid strategies that you can choose from: 

•Cost-per-click (CPC) bidding: Use if you want to drive customers to your website.

•Cost-per-mile impression (CPM) bidding: Use if you want to make sure that customers see your message.

•Cost-per-acquisition (CPA) bidding: Use if you want to maximize conversions on your website.

Step 5. Creating ad groups and keywords

A campaign can have multiple ad groups.  Each ad group contains a set of ads and keywords.
Example, BBA, BA(Eco), and B.Com can be different ad groups within undergraduate admission campaign.
For keywords relevant to your product or business, you should use ‘Google Keyword Planner’
Try to use appropriate keyword match types such as broad match, broad match modifier, phrase match, exact match and negative match.
Example – For BBA ad group, you can consider the following keywords:
“BBA Admission 2021”
BBA admission
[Best BBA institute]

Step 6. Create ads

After you have set up your ad group and keywords, you need to develop an ad for it. You need to write each element of an ad. For a search ad, the various elements are headlines, Display URL, Description and Ad extension.

An example of search ad for BBA admission is given below.

Step 7. Measure and Optimise the campaign performance

After the start of the campaign, you need to measure its performance with the help of multiple reports generated by Google Ads like Search term report, Auction insights report etc.