1.
Campaign Approach
Description and Marketing
Objective

2.
1. Campaign Approach
● Udacity has launched a campaign to advertise for the Digital Marketing
Nanodegree Program
● The campaign is divided into two ad groups, one targeting customers
in the Awareness stage and one targeting customers in the Interest
stage
● Each ad group uses responsive search ads, with multiple options for
the ad headline and description
● When users click on an ad, they are taken to the overview page for the
Digital Marketing Nanodegree Program, where they can click a button
to download the program syllabus. This conversion has an estimated
value of $5.
2. Marketing Objective
● The campaign’s marketing objective is to gather at least 200
conversions (syllabus downloads), with a conversion rate of at least 10%

3.
Ad Groups
Ads and Keywords

4.
Ad Group #1: Ads
Data is also available in this spreadsheet

5.
Ad Group #2: Ads
Data is also available in this spreadsheet

6.
Ad Group #1: Keywords
Data is also available in this spreadsheet

7.
Ad Group #2: Keywords
Data is also available in this spreadsheet

8.
Campaign Evaluation
Results, Analysis and
Recommendations

9.
Key Results (Campaign)
Expand the table below to identify and fill in any campaign-level
KPIs/metrics you feel will be relevant to your evaluation of the campaign’s
performance
To add columns to your table, right-click where you want to add the column and select either “insert
column left” or “insert column right”
Campaign data is also available in this spreadsheet
Campaign Cost Clicks ImpressionsConversions Cost Per Click
Cost per
Conversion
Conversion Rate CTR
cost/#clicks cost/#coversion
#conversions/#click
s%
#clicks/impressions%
Udacity_DMND $1,314.00 2391 111256 221 $0.55 $5.95 9.2430% 2.1491%

10.
Key Results (Ad Groups)
Expand the table below to identify and fill in any ad group-level KPIs/metrics you feel
will be relevant to your evaluation of the campaign’s performance
Ad Group Cost Clicks Impressions Conversions Cost per Clicks Cost per Conversion Conversion Rate CTR
cost/#clicks cost/#coversion #conversions/#clicks% #clicks/impressions%
Ad Group 1: Interest Digital Marketing $819.05 1553 72497 132 $0.53
$6.20
8.4997% 2.1422%
Ad Group 2: Awareness Digital
Marketing
$494.95 838 38759 89 $0.59 $5.56 10.6205% 2.1621%
Total $1,314.00 2391 111256 221 $0.55 $5.95 9.2430% 2.1491%

11.
Key Results (Ads)
Expand the table below to identify and fill in any ad-level KPIs/metrics you feel
will be relevant to your evaluation of the campaign’s performance
Ad Cost Clicks Impressions Conversions
Cost per
Clicks
Cost per
Conversion
Conversion Rate
Ad Group 1, Ad 1 $458.25 991 40163 97 $0.46 $4.72 9.79%
Ad Group 1, Ad 2 $360.80 562 32334 36 $0.64 $10.02 6.41%
Ad Group 2, Ad 1 $335.60 619 28827 72 $0.54 $4.66 11.63%
Ad Group 2, Ad 2 $159.35 219 9932 16 $0.73 $9.96 7.31%

12.
Key Results (Keywords)
Use the table below to present the three keywords you consider most successful
based on the marketing objective, and include any metrics you used to determine
which keywords performed best
Keyword Cost Clicks Impressions Conversions Cost per Clicks Cost per Conversion Conversion Rate
+Online marketing +course $317.10 534 26639 65 $0.59 $4.88 12%
'+Digital marketing certificate $23.10 48 894 8 $0.48 $3.08 16%
+Social media marketing +course $36.00 66 912 10 $0.55 $3.60 15%
The selected keywords are based on the given criteria where CR >10% and
the cost per conversion < 5$

13.
Campaign Evaluation
Evaluate how successful the campaign was, based on the
marketing objective
● Feel free to use “bullet points” for your analysis and add as many slides as you need.
● Include the following information in your answer (you can also review Lesson 6 in the
SEM course for some additional guidance):
○ The campaign’s return on investment (ROI), including identification of whether the
campaign was ROI-positive or ROI-negative
■ ROI = (total conversion value - total cost)/total cost
○ Identify and calculate at least three relevant KPIs at the campaign, ad group, ad,
and keyword level
○ Based on your KPI calculations, identify which three keywords performed the
best, and explain your reasoning for the ones you selected
○ Based on your KPI calculations, make an inference about which keywords are
subject to higher competition in Google Ads. Explain your reasoning and which
KPIs you used to make your hypothesis.
○ An overview statement of how well or not well the campaign performed relative
to its marketing objective, supported with evidence

14.
The campaign’s return on investment (ROI), including identification of
whether the campaign was ROI-positive or ROI-negative
ROI = ((total conversion value - total cost)/total cost)*100
Total conversion value = # of conversions * conversion value
= 221*5$ = 1,105 $
So, the ROI = (1,105- 1,314)/ 1,314 *100 = - 16 %
The marketing campaign was able to successfully achieve its the marketing objectives to gain 200 conversion;
however, the ROI is negative

15.
Identify and calculate at least three relevant KPIs at the campaign, ad group,
ad, and keyword level
Cost per Clicks = Total cost/Total clicks
Cost per Conversion = Total cost/Total Conversions
Conversion Trough Rate = Total clicks / Total Impressions * 100
Ad Cost Clicks Impressions Conversions Cost per Clicks Cost per Conversion CTR
The Campaign $1,314.00 2391 111256 221 $0.55 $5.95 2.15%
Ad Group 1 $819.05 1553 72497 132 $0.53 $6.20 2.14%
Ad Group 2 $494.95 838 38759 89 $0.59 $5.56 2.16%
Ad Group 1, Ad 1 $458.25 991 40163 97 $0.46 $4.72 2.47%
Ad Group 1, Ad 2 $360.80 562 32334 36 $0.64 $10.02 1.74%
Ad Group 2, Ad 1 $335.60 619 28827 72 $0.54 $4.66 2.15%
Ad Group 2, Ad 2 $159.35 219 9932 16 $0.73 $9.96 2.20%

16.
Based on your KPI calculations, identify which three keywords performed the
best, and explain your reasoning for the ones you selected
● The selected keywords are (+Online marketing +course, '+Digital marketing certificate, +Social media marketing
+course)
● They have high conversion rate which is above 10%
● They also have a high number of conversion
● The cost per conversion is less than 5$

17.
Based on your KPI calculations, make an inference about which keywords are
subject to higher competition in Google Ads. Explain your reasoning and
which KPIs you used to make your hypothesis.
● The following keywords have the highest competition in Google ads:
○ +Online marketing +course, +Marketing terms, Digital marketing learn online, '+Digital marketing online training, ,
and +Social media marketing
● The previously mentioned keywords have higher competition in Google ads for the following reasons:
○ They have high number of clicks
○ They have high percentage of viewing and clicking which is known as click-through rate (CTR)
○ They have high cost per click (CPC)

18.
The
An overview statement of how well or not well the campaign performed
relative to its marketing objective, supported with evidence
• The campaign was successfully able to achieve more than the required conversion as it required to get 200 and it
got 221 conversions.
In the other hand, the campaign failed to achieve the minimum CR which was 10% and it got only 9.24%.
As well, the ROI was negative (- 16%) which also indicate a failure to achieve the target of the campaign
Campaign Cost Clicks Impressions Conversions Cost Per Click Cost per Conversion Conversion Rate CTR
Udacity_DMND $1,314.00 2391 111256 221 $0.55 $5.95 9.2430% 2.1491%

19.
Recommendations for future campaigns
Imagine you are tasked with running an improved version of this campaign, with
the same marketing objective. What recommendations would you make to improve
the campaign, based on your evaluation of its past performance?
● Provide at least three recommendations
● Feel free to use “bullet points” for your analysis and add as many slides as you need
● The following prompts can help you structure your answer, but feel free to think beyond these as well:
○ Would you focus on certain ad groups, ads, keywords, or keyword match types? If so, which ones and why?
○ Would you change any of your existing ad headlines or descriptions, or add any new ones? What would
you change/add and why?
○ Would you change any of your existing keywords or match types, or add any new ones? What would you
change/add and why?
○ Would you set up an A/B test, and if so, how would you go about it?

20.
Recommendations for future campaigns
● Would you focus on certain ad groups, ads, keywords, or keyword match types? If so, which ones and why
Yes, I will focus on group 1, ad1 and group 2 ad1 as they show good results comparing to the other 2. As for the
keywords, I will use the keywords that are proved to offer good results as well I will make sure to use negative
keywords and the right match type to ensure healthier search results.
I also recommend checking more ad variation with different bidding strategies as the current on failed to achieve
satisfying ROI.
● Would you change any of your existing ad headlines or descriptions, or add any new ones? What would you
change/add and why?
As previously motioned, I will focus on group 1, ad1 and group 2 ad1. Both of the groups achieved good CPC,
conversions, and ROI; however, I will also use different ad variation.
The change will emphasis on using keywords that performed well based on the KPIs calculations. The new adds will
likewise use different keywords for the headline and the description based on the found results from the current
campaign.

21.
Recommendations for future campaigns
● Would you change any of your existing keywords or match types, or add any new ones? What would you
change/add and why?
Yes, I will use some the existing keywords as they prove good results. I will also test new keywords. I will focus on
adding negative keywords. As well as I will try different match type. I will also consider different synonyms and
extensions. The type is better to be Phrase or Exact instead of broad.
● Would you set up an A/B test, and if so, how would you go about it?
Yes, I will set up an A/B test to check the suitability of different headlines, the descriptions or the bidding strategies,
one variable at a time.