AdWords campaign created and ran during Udacity nanodegree

2. Campaign Approach
Description, Marketing
Objective, and KPI

3. 1. Approach Description
I was given Intro to Algorithms course. I approached my
campaign by dividing my ad sets by targeting people
who are interested in jump starting their career in
programming (awareness) as well as targeting people
who are interested in algorithms specifically (interest).

4. 2. Marketing Objective &
KPI
1. What marketing objective do you aim to achieve with
your campaign?
○ My marketing objective is to gain 10 new
students for the Intro to Algorithms free course
over the course of my 5 day ad period.
2. What primary KPI are you going to track in your
campaign?
○ Number of new students

5. Ad Groups
Ads and Keywords

6. Ad Group 1-Awareness-
career programming

7. Ad Group 2-Interest- free
online courses

8. Campaign Evaluation
Results, Analysis and
Recommendations

9. Key Campaign Results
(Campaign & Ad Groups)
Present the results of your campaign and ad groups by
completing the table below.
Ad Group
Max.
CPC
Bid
Impr. Clicks CTR
Avg.
Cost per
Click
Conv. CR
Cost
per
Conv.
Cost
Awareness-
career
programmi
ng
$5.00 3204 58 1.81% $1.51 15.5
26.72
%
$5.66
$87.7
0
Interest-
free online
couses
$5.00 0 0 0 0 0 0 0 0
Total 3204 58 1.81% $1.51 15.5
26.72
%
$5.66
%87.7
0

10. Key Campaign Results
(Ads)
Present the results of your ads by completing the table
below.
Ad Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
Ad Group
1, Ad 1
55 2881 1.51 16.50 30% 5.04$
Ad Group
1, Ad 2
3 323 1.49 0 0% 0
Ad Group
2, Ad 1
0 0 0 0 0 0
Ad Group
2, Ad 2
0 0 0 0 0 0

11. Key Campaign Results
(Keywords)
Present the three keywords you consider most
successful based on your marketing objective.
Keyword Clicks CTR
Avg. Cost
per Click
Conv. CR
Cost per
Conv.
programming 36 1.45% 1.41$ 13.5 37.50% $4.03
Learn to write
code free
3 11.11% $1.51 1 33.33% $4.77
Best
programming
websites
4 3.10% $1.59 1 25% $6.33
Chosen based on best conversion rates

12. Campaign Evaluation
Evaluate how successful your campaign was, given
what your Marketing Objective has been.
● Based on my marketing objective to get 10 new students for the
free course.
○ My first ad group did the best where I tried to attract
customers in the awareness stage. This was also reflected in
the keywords “programming, learn to write code free, and
best programming websites”. This shows that the website
showed up while people were performing these searches
while trying to learn more about where they can expand
their coding skills. I think these types of keywords performed
best for me because they attracted people who may never
have heard of Udacity but were interested in the search
results they found regarding coding/programming
programs. The free courses offered by Udacity is a good
search result for people searching these keywords.

13. Recommendations for
future campaigns
Imagine you had additional budget, how would
you use it, given your campaign evaluation?
○ I would focus on my first ad groups and try and cater to
customers in the awareness stage. While Udacity may not be
a household name, with technology access and jobs
increasing people are increasingly searching for way to learn
new skills for free online. Udacity fits this niche and focusing
on how to increase awareness of their free courses may
eventually lead to more conversions for the paid
nanodegree programs.
○ I would also add more information to the landing page. A
more detail description of the course may well lead to more
conversions. The description given mentions the “Kevin
Bacon game” but makes no connection between this game
and the demonstration of algorithms. I would also put more
emphasis on the “Start free course” call to action button.
There is a “Explore school” button next to it that is a bright
blue that may detract attention away from the CTA button
that we want them to click to sign up for this course.

14. Appendix
Screenshots for
Reference

15. Ad Groups

16. Ads

17. Keywords