ROI on AdWords Campaign

2. Campaign Approach
Description, Marketing
Objective, and KPI

3. 1. Approach Description
Objective of this campaign: is to run an adv for my company which
provides social media marketing service.
Website: www.sociallyswag.com
Location: CA, US
Campaign Budget: $75
Daily Dudget: $15
This campaign is to get new clients, business owners who can use Digital
marketing services. The general target customer for such services is start-
ups, or business that have gotten stagnant, business that are in losses,
business that have not adapted to the Social media marketing, business
owners which are new to technology or not that savvy with online
marketing. We will target customers in the age range of 35-50. I will use 2
Ad groups. Ist Ad group is targeting small business owners who want to
grow the company & the 2nd is targeting who want to increase the
revenue of an already stable company, that has stagnated. The company
is based in Pleasanton, CA, so we will target people in different cities
around SF, CA. The customer should be looking for a company to help
him grow his business. The customer should be at the Interest level of
shopping for Digital marketing services. We will approach the ads by
different services in Digital marketing. With the help of Moz Keyword
explorer I was able to find the high priority key words. I selected the best
and trending long tail keyword list.
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. 2. Marketing Objective &
KPI
1. What marketing objective do you aim to achieve with your campaign?
To collect 25 leads and 5 conversions in 5 days with a lifetime budget of
$75 and daily budget $15. The default CPC (Cost Per Click) would be
$3.00.
2. What primary KPI are you going to track in your campaign?
The number of leads collected & the number of conversions.

5. Ad Groups
Ads and Keywords

6. Ad Group #1:
Ads & Keyword Lists
Ads: Grow your company & become the leader in your industry
Key words list:
● Lead Generation
● Marketing
● Success in Business
● Get more customers
● Hire social media
● Social media marketing
● Digital Marketing
● Online sales
● Branding your small business
● Driving more conversions
● Small Business support
● Increase profitability

7. Ad Group #2:
Ads & Keyword List
Ads: Increase your clients & revenue
Keyword list:
1. Seo
2. Digital marketing
3. SEM
4. Revenue
5. Social media
6. Planning
7. Strategy
8. Building
9. Monetizing
10. Leader in Digital Marketing
11. Digital marketing
12. Increase sales
13. Increase revenue

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.
Click
s
CTR
Avg.
Cost
per
Click
Co
nv.
CR
Cost
per
Conv.
Cost
Ad1 $3 570 28
4.91%
$1.83 3 10.71% $17.11 $51.33
Ad2 $3 90 3
3.33%
$0.94 0 0 $0.00 $2.83
Total 660 31
4.7%
$1.75 3 9.68% $18.05 $54.16

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
28 4.91% 41.83 $3
10.71
%
$17.11
Ad Group
1, Ad 2
0 0 0 0 0 0
Ad Group
2, Ad 1
3 3.33% $0.94 0.00 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.
Growth 6 9.84% $1.95 0 0 0
Revenue 6
18.18
%
$1.86 0 0 0
Success 4 2.35% $2.10 1.00 25% $8.38

12. Campaign Evaluation
Evaluate how successful your campaign was, given what your Marketing Objective
has been.
● Positive ROI? Yes, my ad campaign for AB testing by Google had positive ROI with
total no. of 660 impressions, 31 clicks and Conversion 3
ROI = (Income/Marketing Investment)
The revenue per conversion is $60 (given by Udacity) with each enrollment and then
check how much this campaign spent Income=$60*NumberofConversions =$60*3
Marketing Investment = $54.16
● Conversion rate of my campaign is low than the expectation, to collect 25 leads and
5 conversions.
● The highest paid Ad is Adgroup1 Ad1 with average cost per click$1.83
● The “Interest” ad group had highest clicks with ab testing online and

13. Recommendations for
future campaigns
Imagine you had additional budget, how would
you use it, given your campaign evaluation?
● I would give more consideration to keywords with more clicks
● I would setup an A/B testing for 2nd ads of each ad group and
see if they would perform better
● The landing pages which I have chosen are very appropriate
for the Ads. They provide necessary information to the
potential audience to make decision in whether or not to
enroll in the course
● I would discard all other keywords keeping only the top
performing keywords as they are the ones to produce 31
clicks
● I would also increase Cost per click to minimum of $ 20.00 per
day to improve cost per conversion rate
● And also I would run the ads for more days to increase the
rate of conversion

14. Appendix
Screenshots for
Reference

15. Ad Groups

16. Ads

17. Keywords