run an AdWords campaign- part2-udacity- dmnd- project 5

2. Campaign Approach
Description, Marketing
Objective, and KPI

3. 1. Approach Description
● I was assigned to create the campaign with following criteria:
Course: Android Basics: User Interface
Location: India
Campaign Budget: life time budget is $50 and the daily budget is $15
Using Google AdWord I have created this campaign. AdWord helps to create the campaign according to the
requirements and it helps you to create in a proper format also provides all necessary options to create a
quality Ad which will improve the ranking of a particular ad campaign.
My target audience is people who are interested in learning the basics of android programming language. Its not
an easy job to select the best long tail keyword list but with the help of google keyword planner (best tool to find
the best keyword list) my job didn’t become a tough one.
To make an Ad copy part on my campaign easy I have chosen a strong content because I want people to get
attracted and click on the ad.

4. 2. Marketing Objective & KPI
Marketing Objective
Gather 20 leads and 5 conversation with a lifetime
budget of $ 50 and daily budget $10, I have applied
a default CPC of $3.
KPI
Number of leads and conversions gathered.
Budget is fully used or not?
Does any change required in the default CPC or
not?

5. Ad Groups
Ads and Keywords

6. Ad Group #1: Ads & Keyword List
KEYWORDS:
[programming for beginners], "programming for beginners", +programming for+
beginners,
[mooc online courses], "mooc online courses",+mooc+online+courses
[learn to code apps], "learn to code apps",+ learn + to + code + apps
[android app developing course for beginers], "android app developing course
for beginers",+android +app +developing+ course +for +beginers
[learn to code for beginers]."learn to code for beginers", +learn +to +code +for+
beginers
[learn to code], "learn to code", +learn+to+code
[coding bootcamp], "coding bootcamp",+coding+bootcamp
[coding apps], "coding apps"+coding+apps
[basic coding], ''basic coding", +basic+coding
[android training], "android training", +android+training
[android study tutorial], "android study tutorial, +android+study+tutorial

7. Ad Group #1: Ads & Keyword List
KEYWORDS:
[programming for beginners], "programming for beginners", +programming for+
beginners,
[mooc online courses], "mooc online courses",+mooc+online+courses
[learn to code apps], "learn to code apps",+ learn + to + code + apps
[android app developing course for beginers], "android app developing course
for beginers",+android +app +developing+ course +for +beginers
[learn to code for beginers]."learn to code for beginers", +learn +to +code +for+
beginers
[learn to code], "learn to code", +learn+to+code
[coding bootcamp], "coding bootcamp",+coding+bootcamp
[coding apps], "coding apps"+coding+apps
[basic coding], ''basic coding", +basic+coding
[android training], "android training", +android+training
[android study tutorial], "android study tutorial, +android+study+tutorial

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. Clicks CTR
Avg. Cost
per Click
Conv. CR
Cost per
Conv.
Cost
Interest $3 3327 237 7.12%
$0.27
29.00 6.29% $2.22 $64.62
Awareness $3 247 33 13.36%
0.16
5.00 12.50% $1.03 $5.19
Total $6 3574 3844 20.48% $0.43 34
18.79
%
$3.25 $69.81

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
7
30.43%
$0.36 0.00 30.43% $2.50
Ad Group 1, Ad
2
26 10.32% $0.10 5.00 10.32% $2.69
Ad Group 2, Ad
1
17 5.31% $0.44 2.00 0.00% $7.53
Ad Group 2, Ad
2
220 6.46 $0.26 27.00 20.38 $57.09

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.
Udacity free
courses.
(awareness)
6 10.00% $0.09 2.00 2.22% $0.52
Udacity
(awareness) 12 13.33% $0.15 1.00 4.40% $1.80
basic coding
(interest) 164 6.45 $0.21 11.00 33.33% $33.75

12. Campaign Evaluation
○ Did your campaign result in a positive ROI?
Given life time budget for my project was $50 and the total campaign cost went up to
$69.81. I need to take keywords into consideration and use more efficient keywords and
remove all the keywords that cost a lot. So that it will help me to achieve a big ROI.
○ Was the conversion rate higher or lower than expected?
The conversion rate was good, As I have achieved 34.00 conversions for my ad campaign.
○ How much did you have to spend per click? How close did you
get to your max. CPC bid?
I have spent $3 for CPC and got maximum cpc bid of of $0.44
○ Which ad group, ads and keywords led to the highest click
through and conversion rates and why might that have been
the case?
The interest ad group ads led to the highest clicks, the reason why it performed
well was the keywords included in it.
○ Looking at the cost per click and the average position of your
ad groups, can you infer which kind of keywords are subject to
higher competition in AdWords?
Considering the CPC and the average position if my ad group, I observed that the long tail
key words are subject to higher level in Adword.
○ Which keywords performed best for you and why might that have
been the case?
Best performed keyword “ basic coding ” performed well and have positive impacts on the
targeted audience, this keyword is a tail keyword so it works better than head keywords.

13. Recommendations for future
campaigns
○ Would you focus on certain Ad Groups, ads or keywords?
I will focus on Ads and keywords both because to run a successful campaign and also I
need to add attractive headlines and descriptions. I will also make sure the content I’m
creating for my campaign appropriate my targeted audience.
○ Would you change any of your existing ads or keywords or add
any new ones?
Yes I will make few changes on my list of keywords. When campaign is running with short keyword list
and high CPC. Then I will pause the campaign and add more effective long tail keywords with a low
CPC.
○ Would you set up an A/B test, and if so, how would you go about
it?
When you do an A/B test I will choose two ad group with different headline and set of
keywords. It will make it easier to evaluate the results in the future.
○ Would you make changes to the landing page, and if so, what kind
of changes and why?
Important part on the campaign is the landing page. It should be clear to the audience and
what shows on your should be on your landing page. So I will prefer to add images or
videos to the landing page which will define what we are offering and also content of the
landing page. It should not confuse the audience so I will try to make it short and clear.

14. Appendix
Screenshots for Reference

15. Ad Groups

16. Ads

17. Keywords