Project 6: Evaluate a Display Ad Campaign
KC Dochtermann
February 9, 2018

Display Image Campaign: Overall Results

Results: Calculate the ROI
Key Results:
● The display image campaign resulted in 1,973 clicks with a Cost Per Click averaging $0.44
● 4 new students were secured as a result of the campaign with a Cost Per Acquisition of $218
Overall ROI:
Total ROI for the campaign was $1196- $872.51 = $323.29 ( about $81 per student). While this was a positive return on
investment, there was a fairly high Cost Per Acquisition.
Creative Clicks Impressions Avg CPC
Campaign
Results
1,973 282,066 0.70% $0.44
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$872.51 Go0.2% 4 (3.946) $218 $324 (+)

Display Image Campaign: Ad Results
A
B

Which Ad Group Performed Better?
Creative A outperformed Creative B slightly on a CTR basis (0.04% more), overall number of clicks (3.5
times as many), number of students (3 vs. 1), and overall ROI ($97.97 more).
However, Creative B had a lower CPC (averaging $0.03 less) and lower CPA ($42.52 less), which
resulted in a higher ROI on a per student basis ( $112.76 vs. $70.24).
Creative Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on
Rate
# of New
Students
CPA ROI +/-
Creative - A 1,531 216,199 0.71% $0.45 $686.27
.2%
3 $228.76
$210.73
(+)
Creative - B 442 65,867 0.67% $0.42 $186.24
.2%
1 $186.24
$112.76
(+)

Keyword Clicks Impressions CTR Avg CPC Cost
1 Marketing Online 236 20,750 1.14% $ 0.50 $ 118.64
2 Marketing Courses 19 1999 0.95% $ 0.27 $ 5.14
3 Digital Marketing Training 57 8,224 0.69% $ 0.54 $ 30.75
4
Digital Marketing Training 226
38,259 0.59% $ 0.28 $ 63.00
5 Marketing Careers 14 2,998 0.47% $ 1.68 $ 23.50
Display Image Campaign: Keywords

Display Image Campaign: Keywords
Key Findings
• ‘Marketing Online’ resulted in the highest number of clicks (236) and highest CTR (1.14%)
• ‘Marketing Courses’ resulted in the lowest average CPC ($0.27) and lowest total cost ($5.14)
• ‘Digital Marketing Training’ resulted in the highest number of impressions (38,259) and the
lowest CPM for impressions ($1.65)

How would you optimize this campaign?
Suggestion 1: It might be prudent to try further A/B testing, altering the text content between
the two ads to test effectively of different descriptions.
Suggestion 2: It might also be a good idea to try a different image for Creative B to see if it
will enhance ad performance. Possibly use an image that resonate closer to a digital
marketing theme.
Suggestion 3: Low performing keywords (‘adwords course’, facebook marketing course’,
‘search marketing online course’, ‘digital analytics course’, and ‘social media marketing
online course’) should be discarded. Possibly add some more long-tail keywords (‘learn
digital marketing’, ‘digital marketing careers’, and ‘learn online marketing’), as well as brand
keywords might be effective for increasing performance.

Display Video Campaign: Overall Results

Results: Calculate the ROI
Overall ROI of the campaign was $370.40 which worked out to $92.60 per
student, which was a positive result.
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1,892 157,517 1.20% $ 0.44
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$ 825.61 0.2% 4 (3.78) $ 206.40 $ 370.40 (+)

Display Video Campaign: Ad Results
B
A
Campaign A - Short Keyword List
Campaign B - Large Keyword List

Which Ad Group Performed Better?
Video B definitely performed the best. It had the lowest Avg. CPC (42% less) and CPA
($111.75 less), as well as the highest number of clicks, CTR (.56% more), impressions,
number of students (3 times as many), and overall ROI ($352.81 more). ROI per student
was also dramatically better ($120.54 vs. $8.79).
Creative Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on
Rate
# New
Student
CPA ROI +/-
Campaign A 453 54,312 0.83% $ 0.64 $ 290.21
.2%
1 (0.906) $290.21 $ 8.79 (+)
Campaign B 1,439 103,205 1.39% $ 0.37 $ 535.40
.2%
3 (2.878) $178.46
$ 361.62
(+)

Display Video Campaign: Keywords

Keyword Clicks
Impressio
ns
CTR
Avg
CPC
Cost
Conversi
on Rate
CPA
# New
Students
ROI +/-
Ad
advertisement
510 24,172 2.11% $0.17 $85.58
.2%
$ 83.90 1 $219.40 (+)
Digital learning
course
207 14,198 1.46% $0.31 $64.99
.2%
N/A 0 $-64.99 (-)
Course digital
marketing
106 8,726 1.21% $0.43 $45.50
.2%
$214.62 0 $-45.50 (-)
Online
marketing video
495 42,440 1.17% $0.51 $253.23
.2%
N/A 1 $42.78 (+)
SEO 102 9,197 1.11% $0.48 $48.81
.2%
N/A 0 $-48.819 (-)
Key Campaign Results (Keywords)

Key Campaign Results (Keywords)
‘Ad advertisement’ was the best performing keyword with the highest number of
clicks, CTR, number of students, and ROI. It also had the lowest Avg. CPC and
CPA. Looking even deeper, this keyword also had the lowest impression CPM
($3.54) and the highest per student ROI ($215.10).
‘Online marketing video’ had the highest number of impressions, but had the
highest CPA and impression CPM ($5.97).

How would you optimize this campaign?
Suggestion 1: There were 934 keywords listed in the full list- it may be prudent to slim the list
down – especially the terms with little to no performance. And if securing impressions are
not a priority, it may be best to remove ‘online marketing video’ as a keyword. Addition of
brand keywords could also improve ad performance.
Suggestion 2: A/B testing would be another means for optimization. This could be done
utilizing a new mix of keywords for testing performance of each of the two versions, as well
as adjusting creative for Video A, to see if performance would improve.
Suggestion 3: Possibly make adjustments to the landing page content to see if the CTR
would improve – at the very least include the ‘Udacity’ logo at the top of the page as an
identifier.

Recommendations for future campaigns
○ For the display ads, it is recommended to replace the images for Ad B in an attempt increase
performance. As well, it may be a good idea to experiment with altering text content in either A
or B ads to see if performance is increased by the use of different language. Removing low
performing keywords and replacing with additional head (and brand) and long-tail words may
be effective for increasing performance.
○ For the video ads, removing a number of the low performing keywords may be effective.
Insertion of brand words might help raise impressions and CTR as well. Creating an
alternative video for Ad A may be an effective means for raising performance (if budget allows).
○ The landing page is well constructed, but possible improvements could be to add a more time-
relevant call to action: “Act now and get 10% off” could possibly create a sense of urgency and
prompt more visitors to convert. The addition of social media sharing buttons could also be
effective for increasing reach and engagement – especially the addition of Instagram to the
mix, considering the strength of the platform with mobile devices, as well as LinkedIn, since it is
so prevalent with business professionals. It may also be a good idea to add ‘Udacity’ at the top
of the landing page, so visitors can identify with the brand/organization.