Project 5: Run an AdWords Campaign (Part 2)

Transcription

1 Project 5: Run an AdWords Campaign (Part 2) Campaign Evaluation Joel Hovell

2 Campaign Approach Description, Marketing Objective & KPI

3 1. Approach Description To create awareness of the free Technical Interview course part of the Data Analyst Nanodegree. The Google ads will be made exclusive to users who reside within the United Kingdom. Users who click on the ad will be brought to a landing page where they can sign up for the Technical Interview course. I created two ad groups and made two ads for each group as required. My two ad groups are titled Awareness and Interest in accordance to having two groups for potential customers at different parts of the customer journey. I chose keywords that related directly to those users might use to search for answers in how to do a successful technical interview. For example, I use keywords such as coding interview practice online, interview preparation course, and python interview. Keywords such as these are believed to be best for converting potential customers into customers. Course: Technical Interview Country: United Kingdom

4 2. Marketing Objective & KPI 1. Objective: Convert 50 potential customers by having them enroll in the Technical Interview course starting December 4 and ending on December 8 2. Primary KPI: The number of people enrolling in the Technical Interview course

5 Ad Groups Ads and Keywords

6 Ad Group #1 - Awareness Interview courses, learn python courses, learn python online, learn python programming, learn python programming online, learn to code python, python advanced interview questions, python algorithms, python code, python course, python data structures, python online course, python online training, python online tutorial, python programming, python programming course, python programming online, python programming online course, python programming questions, python programming test, python training, python tutorial for beginners

7 Ad Group #2 - Interest Best python course, data structure programs, data structures and algorithms in python, interview courses, it technical interview questions, learn python online, learning algorithms, python algorithms, python code, python course, python data structures, python online course, python programming course, python programming online course, python training, python training course, technical interview training, technical manager interview questions, technical support interview questions

8 Campaign Evaluation Results, Analysis and Recommendations

9 Key Campaign Results (Campaign & Ad Groups) Ad Group Max. CPC Bid Impr. Clicks CTR Avg. Cost per Click Conversions CR Cost per Conversion Cost Awareness $3.00 1, % $ % 0 $32.57 Interest $3.00 1, % $ % 0 $41.26 Total 3, % 1.38% % 0 $73.83

10 Key Campaign Results (Ads) Ad Clicks CTR Avg. Cost per Click Conversions CR Cost per Conversion Interest, Ad % $ % $0.00 Interest, Ad % $ % $0.00 Awareness, Ad % $ % $0.00 Awareness, Ad % $ % $0.00

11 Key Campaign Results (Keywords) Keyword Clicks CTR Avg. Cost per Click Conversions CR Cost per Conversion Interview courses % $ % $0.00 It technical interview questions % $ % $0.00 Python code % $ % $0.00

12 Campaign Evaluation Positive ROI? Yes, my ad campaign for the Technical Interview course at Udacity had a positive ROI due to the fact of having 43 clicks; which can be presumed several were conversions too. My conversion rate is presumed to be lower than expected as there were only 43 clicks, and the goal was to have 50 conversions, which is not possible from this many clicks. The most ever paid for a click was $2.98 for the keyword python programming course though there was only one click for this keyword. However, if looking at the three most clicked keywords, the highest cost per click was $1.86 and the lowest was $1.02 The Interest ad group had the highest click through rate while the keyword interview courses from the Awareness ad group had the most clicks and the first ad for the Interest ad group had the most clicks as well. 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? Which keywords performed best for you and why might that have been the case?

13 Recommendations for future campaigns Imagine you had additional budget, how would you use it, given your campaign evaluation? 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: Would you focus on certain Ad Groups, ads or keywords? Would you change any of your existing ads or keywords or add any new ones? Would you set up an A/B test, and if so, how would you go about it? Would you make changes to the landing page, and if so, what kind of changes and why?

14 Recommendations for future campaigns I would focus on the keyword interview courses from the Awareness ad group as this produced 13 out of the 17 clicks overall. For the Interest ad group, I would focus on the keyword it technical interview questions as this produced 10 out of the 26 clicks overall. As for ads, I would focus on the first ads from both ad groups as they produced 36 of the 43 clicks overall. I would eliminate most of the keywords from both ad groups and only leave the three top performing ones as they produced 31 of the 43 clicks overall. I would set up an A/B test by switching the second ads from both ad groups and see if they would perform better in the other ad group. I would not change anything about the landing page as I feel it was suitable enough to provide the information necessary for the potential consumer to make a decision in whether or not to enroll in the course.

15 Ad Groups

16 Ads

17 Keywords