Google AdWords Project completed for Udacity Digital Marketing Nanodegree Program.

1. Campaign Overview
Run an AdWords Campaign (Part 1)

2. Campaign Approach
Description, Marketing Objective & KPI

3. Approach Description
I have been assigned to reach potential students in India for Udacity’s Visualizing Algebra course. I
created an AdWords search campaign, with 2 Ad Groups, that will run for 5 days with a daily budget of
$10. One will target those in the awareness stage, and the other will target people in the interest
stage. For the Awareness Ad Group, I chose keywords to interest people looking to see what
information is available for algebra, math, or business. For the Interest Ad Group, I chose keywords to
interest people who are looking for online courses in business. I utilized the Keyword Planner to help
me expand my keyword lists. My Ad Copy for the Awareness Ad Group focuses more on the algebra
course; whereas my ad copy for the Interest Ad Group is focused on how this class can be a first step
toward a new career.

4. Marketing Objective & KPI
The marketing objective I aim to achieve with my campaign is to achieve a 5%
CTR in 5 days for each Ad Group: Awareness Ad Group & Interest Ad Group.
My primary KPI will be CTR.

5. Ad Groups
Ads and Keywords

6. Ad Group #1 - Awareness: Ads & Keyword List
Keyword List:
online training business
learn business analysis online free
college algebra for business
algebra for business
learn math
learn algebra
algebra websites
first step towards a new career
how to do algebra
algebra formulas
algebra questions
online algebra class
college algebra made easy
business mathematics
how to do algebra
business math
commercial mathematics
what is algebra
application of algebra
mathjobs

7. Ad Group #2 - Interest: Ads & Keyword List
Keyword List:
online algebra course
visualizing algebra
business analyst course
free algebra course
algebra courses online
Udacity Visualizing Algebra
Udacity business analyst nanodegree program
business analyst program
Udemy Algebra Courses
Top Algebra Courses online
online business courses
business degree
big data science course
Udacity big data course
business analyst jobs
financial analyst jobs
business analyst career
online business degree
business school
business jobs

8. Campaign Evaluation
Run an AdWords Campaign (Part 2)

9. Campaign Evaluation
Results, Analysis and Recommendations

10. Key Campaign Results (Campaign & Ad Groups)
Ad Group
Max.
CPC Bid
Impr. Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Cost
Visual Algebra
Course - India -
Awareness
$3 1144 69 6.03% $0.40 N/A N/A N/A $27.81
Visual Algebra
Course - India -
Interest
$3 1814 29 1.6% $1.12 N/A N/A N/A $32.59
Total 2958 98 3.31% $0.62 N/A N/A N/A $60.40

11. Key Campaign Results (Ads)
Ad Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Ad Group: Visual Algebra
Course - India - Interest
Ad: Free Online Course
Visualizing Algebra
9 1.26% $1.19 N/A N/A N/A
Ad Group:Visual Algebra
Course- India - Awareness
Ad: Visualizing Algebra Course
Intermediate College Algebra
41 5.68% $0.41 N/A N/A N/A
Ad Group:Visual Algebra
Course- India - Awareness
Ad: Visualizing Algebra
Free Online Intermediate Class
28 6.64% $0.40 N/A N/A N/A
Ad Group: Visual Algebra
Course - India - Interest
Ad: Visualizing Algebra
Join the path the greatness
20 1.82% $1.09 N/A N/A N/A

12. Key Campaign Results (Keywords)
My marketing objective was to achieve a 5% CTR for each Ad Group within the 5 days the
campaign ran. While there were 2 keywords with 100% CTR, I didn’t choose them because they
only had 1 click.
Keyword Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Algebra Questions 14 10.94% $0.48 N/A N/A N/A
Algebra Formulas 20 8.89% $0.26 N/A N/A N/A
What Is Algebra 3 8.33% $0.19 N/A N/A N/A

13. Campaign Evaluation: Overall & Ad Groups
● My overall campaign resulted in a positive ROI because the overall CPC of $0.62 was well below
the $3 maximum bid. Both Ad Group 1 and Ad Group 2 returned a positive ROI, with Ad Group 1
receiving an Average CPC of $0.40, and Ad Group 2 receiving an Average CPC of $1.12.
● Given that my Marketing Objective was to achieve a 5% CTR without exceeding the $3 maximum
CPC bid for each Ad Group within the 5 days the campaign ran, I conclude that my campaign
was partially successful. I was able to achieve a 6.03% CTR for Ad Group 1 - Awareness, but only
1.6% CTR for Ad Group 2 - Interest. Ad Group 1 far outperformed Ad Group 2 and cost much
less to run.

14. Campaign Evaluation: Ads
Of the 4 Ads, Visualizing Algebra, Free Online Intermediate Class had the highest CTR (6.64%) and
lowest CPC ($0.40), although Visualizing Algebra Course, Intermediate College Algebra wasn’t far behind:
CTR (5.68%) and CPC ($0.41). Perhaps the word “free” induced more interest and was the reason for
the higher CTR. Both of these ads were in Ad Group 1 - Awareness. In the Ad Group 2 - Interest Ads,
the Ad with “free” in the title didn’t perform as well. Perhaps those in the Awareness Stage are more
enticed by free courses, but doesn’t sway those in the Interest stage.

15. Campaign Evaluation: Keywords
● The following keywords led to the highest click through rates (omitting 100% click through for only 1
impression): algebra questions (CTR 10.94% / CPC $0.48), algebra formulas (CTR 8.89% / CPC $0.26),
what is algebra (CTR 8.33% / CPC $0.19). All of the top performing keywords were from the
Awareness Ad Group.
● The keywords that performed the best in the Awareness Ad Group were focused around basic
algebra questions and not algebra classes: algebra questions, algebra formulas, what is algebra.
● The keywords that performed the best in the Interest Ad Group were focused around business:
business school (CTR .88% / CPC $1.98), business jobs (CTR 1.85% / CPC $0.91), business degree
(CTR 3.61% / CPC $1.24).
● Branded keywords for Udacity and competitors did not do well. This would lead me to believe
that these brands are not well known in India.

16. Recommendations for future campaigns
If I had additional budget, I would recommend the following:
● I would pause any keywords that did not receive any clicks.
● In the Awareness Ad Group and the Interest Ad Group, I would search for and add keyword
suggestions based on my top performing keywords.
● I would pause the lowest performing Ad in the Interest Ad Group.
● I would choose my top performing Ad for my Interest Ad Group and run an A/B Test against an
ad with copy related to my suppositions about this group’s interest in business. I would
continue with A/B Testing until I have a better CTR for this group.
● I believe adding branded keywords for the top online business schools in India would return
valuable information.