Campaign Approach description, Key campaign results calculation, Campaign Evaluation,

1. Campaign Evaluation
Project 5: Run an AdWords Campaign (Part 2)

2. Campaign Approach
Description, Marketing Objective & KPI

3. Campaign Approach
I was assigned to advertise the following course for my Adwords project 5A
Course: Problem Solving with Advanced Analytics
Landing Page: https://www.udacity.com/course/problem-solving-with-advanced-analytics--ud976
Location: United Kingdom
Campaign Budget: $75
Daily Budget: $15
With the help of Google Adwords I created the campaign for the above said freely offered course by Udacity. I focused on two
keyword strategies creating two Ad groups for each strategy. The people who are trying to search broadly about analytics,
named as “awareness” group. And People who are interested in our product/services or interested in learning advanced
analytics are targeted under “Interest” group. It’s a tough job to select the best and trending long tail keyword list but, Google
keyword planner made this task easy, the best tool for keyword selection. I also looked into Moz keyword explorer to identify
the high priority keyword. Google trends was also a great help to understand the interest over the time on the “Advanced
analytics” and related searches in UK. This helped me to understand the potential customers.
Ad copy is the crucial part of any campaign, I chose short and quality content for my ad campaign because that’s more
important why people click on the ad. Relevant Ad description was added after thoroughly observing the landing page and its
content. Display URL created using the related terms.

4. Marketing Objective
To collect 25 interactions and 5 conversions in 5 days with a lifetime budget
of $75 and daily budget of $15. The default Max.CPC bid(Cost Per Click)
would be $3.00.
KPI
The number of interactions that the campaign received & the number of
conversions generated.

5. Ad Groups
Ads and Keywords

6. Ad Group #1
Ad group name : UK-Awareness
Alteryx
problem solving
problem solving tools
advanced data analytics
analytical problems
analytical skills course
Data analytics
Data analysis
business analyst course
ways to solve problems at work
learn advanced analytics
advanced analytics
tools for analytics
data analysis methods
data analysis techniques
types of data analysis
data analysis definition
data analysis tools
data analysis software
advanced analytics techniques
analytics courses
Keyword List

7. Ad Group #1
Ad group name : UK-Interest
problem solving with advanced analytics
by alteryx
alteryx tools
Udacity alteryx
udacity analytics
udacity business analyst course
business analyst nanodegree
alteryx data analytics
advanced analytics tools
advanced analytics techniques
analytical problem solving
advanced analytics technology
advanced business analytics
advanced analytics course
advanced analysis techniques guide
data analytics online
online data analytics degree
business analyst course
problem solving with advanced analytics
problem solving and data analysis
business analytics problems
Keyword List

8. Campaign Evaluation
Results, Analysis and Recommendations

9. Key Campaign Results (Campaign & Ad Groups)
Ad Group
Max.
CPC Bid
Impr. Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Cost
UK-Awareness $3 1469 35 2.38% $2.07 5 14.29% $14.52 $72.62
UK- interest $3 124 3 2.42% $0.67 0 00.00% $0.00 $2.00
Total 1593 38 2.39% $1.96 5 13.16% 14.92 $74.62

10. Key Campaign Results (Ads)
Ad Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
UK-Awareness, Ad 1 6 2.80% $1.85 1 16.67% $11.12
UK-Awareness, Ad 2 29 2.31% $2.12 4 13.79% $15.38
UK-Interest, Ad 1 1 2.27% $0.59 0 0% $0.00
UK-Interest, Ad 2 2 2.50% $0.71 0 0% $0.00

11. Key Campaign Results (Keywords)
Most successful keywords based on my marketing objective.
Keyword Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Business analyst course 3 6.12% $2.95 3 100% $2.95
Data analytics 4 1.53% $2.05 1 25% $8.19
Data analysis 5 2.30% $2.48 1 20% $12.40

12. Campaign Evaluation
• My Adwords campaign generated 38 clicks and 5 conversions which slightly more/equal to my set
objective(to generate 25 clicks and 5 conversions). This is little disappointing that campaign just met the
marketing objective.
• Most important observation was only one Ad group that is “UK-Awareness” performed well generating all the
5 conversions having 35 interactions with 1469 impressions.
• Ad that led to the highest CTR is “Free Course Advanced Analytics | Udacity”. This might be due to the
relevant headline and the good Quality Score.
• Conversion Rate(CR) of the campaign is 13.6% is lower than what I expected from this campaign.
• Though ROI looks positive as the Cost Per Conversion is $14.92 which is slightly less than the daily allocated
budget for the campaigns.
• Avg.Cost Per Click is $1.96 is almost $1 less than the max.CPC Bid of $3.
• The keywords ‘business analyst course’, ‘Data analytics’ and ‘Data analysis’ generated more leads with $2.95,
$2.05 and $2.48 respectively. Though these keywords received the less number of clicks, they performed
better. This is definitely because of the good keyword relevance and the quality score.

13. Recommendations for future campaigns
If additional budget allocated to continue ad campaign, following recommendations would be
considered.
• I would continue to run the Ad group “UK- Awareness” as it was yielding a good results. In
addition to this some changes also would have been possible with extra days provided to run the
campaign. Making any changes would takes 1 business day for the approval that becomes very
much wasting 1 day out of 5 days.
• Would concentrate more on building keyword list relevant to the landing page.
• I could not set up an A/B test because of the time constraint. Setting up an A/B test for the future
campaign helps to understand the performing and non performing element in the campaign.
• Pausing the Ads & keywords which are showing the zero results, at the early days of the campaign
would result in better optimization. Keeping these ads/keywords would anyway not helps in
fetching the better results.
• Crafting the catchy headline with the proper keywords also would add up to get the searcher
attention.

14. Appendix
Screenshots for Reference

15. Ad Groups

16. Ads

17. Keywords