2. @ user name
Campaign Overview
• Run two ads under one ad group.
• Conduct an A/B test by changing one element of one
of the ads with purpose of analyzing which one
performed better.
• Campaign GOAL: Increase website traffic.
3. @ user name
Ad 1
AD DETAILS
Active dates: April 17-21
Budget: $5 per day
Campaign Goal: Website Traffic
Bid Strategy: Clicks at $0.05 per click.
Ad Extensions: Contact Me and
Marketing Consulting
Destination URL:
https://marketingwithp.com/the-importance-of-
modifying-a-brands-tone-during-a-global-crisis/
4. @ user name
Ad 1
TARGET AUDIENCE DETAILS
Location: United States
Affinity: Social Media Enthusiasts &
Business Professionals
In-Market: Advertising & Marketing
services, SEO and SEM services, Web
Design and Development, Business
services, Email Marketing services
Keywords: Corporate Branding, Brand
Marketing, Marketing Consulting, Brand
Name, Marketing Services, Online
Branding, Business Branding, Brand
Strategy, Product Branding, Brand, Brand
Consultant, Brand Building Strategies,
Brand Design, Brand Development.
5. @ user name
Ad 2
Variance: Search Ad Title.
All other details remained the same as AD 1
(Active Dates, Budget, Campaign Goal,
Target Audience, Bid Strategy, Ad
Extensions, Destination URL, and
Keywords.)
6. Analytics
Screenshot from Google Ads:
Overall Results: AD 2 “Importance of Brand Tone” had higher impressions
than AD 1.
Zero clicks on both ads.
7. Analytics
Screenshot from Google Ads:
Keywords Results: “Brand” was the only keyword that generated all the
impressions on both ADS.
8. Tableau Visualization
Results: Using Tableau, it is evident that AD 2
performed almost 8 times higher in impressions
compared to AD 1.
v This is useful to a digital marketing manager when
making decisions because they will be able to see
the “bigger” picture without spending too much
time analyzing each number. Tableau allows data
to be clearly visible and to detect any differences
right away. Consequently, this will make the
storytelling process run smoothly to create
solutions efficiently and proactively in a timely
manner.
9. Google Search Experience
Google Search Ads was simple to run and had many suggestions along the campaign creation
journey that made it easier to get started. I enjoyed the keywords suggestions and the
”Maximizing clicks” option.
v I think having a higher budget would have helped me achieve higher impressions and some
clicks. Since my Cost Per Click was low, I did not get much engagement on my ads.
Easiest part: setting the keywords and target audience. Since there was pre-set options
available, I was able to look at what fit my ads best.
Hardest part: deciding what to write for the description of my ad. It was difficult
brainstorming what I could type with such a short word count limitation.
10. Data Selection
v I chose my target audience based on my final URL content. Since I wrote about branding, I
knew I had to add an audience that is looking to improve their marketing efforts focused on
online branding. I wanted most of my audience to be “In-Market” since my content is
mostly useful to an audience actively implementing marketing strategies.
v Since I had zero clicks on both ads, the only information I could use to make comparisons
were impressions. This led me to create the Tableau Visualization as well as the overall
results based on impressions.
v It surprised me that just the change of a title can have a huge influence on the number of
impressions. I did not expect the change to be so evident simply because I only changed
one element (the title).
11. The Outcome
v AD 2 performed better with 15 total impressions
v Although, neither ad had any clicks, I gained an insight. The only variance between the two
ads was the title but the keywords stayed the same. AD 2 had 8 times higher the
impressions compared to AD 1. This led me to conclude that AD 2’s title was better
aligned with the keyword “Brand”; therefore it was shown often to my target audience.
What I would do differently:
v Set a higher CPC budget to increase my chances of gaining a “click.” Since my budget
was so low, Google only showed my ads occasionally instead of frequently.
v Include more general and short keywords. The keyword “Brand” was enough to generate
all the impressions between both ads. Thinking “short and sweet” will be key for the next
search ad campaign.
