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Campaign Approach

Description, Marketing Objective, and KPI

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1. Approach Description

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In this campaign we are assisting Udacity in providing students Worldwide with free education.

The free course that will be advertised is the HTML 5 Canvas course.

Course link/Landing Page: https://www.udacity.com/course/html5-canvas--ud292

Target area: India

Budget: $10 per day

Campaign duration: 5 days

We will set up 2 Ad groups with 2 Ads each.

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Ad Group 1

We will target customers in the “Interest” stage of their customer journey with 20 targeted keywords. In the group customers are searching to learn more about the product options out there.

Ad copy:

Ad 1

Headline 1: Udacity free courses

Headline 2: Programming with Canvas HTML5

Description: Join our HTML5 Canvas course and learn how to use Canvas, an HTML5 element and JavaScript. Self-paced online learning.

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Ad 2

Headline 1: Udacity free courses

Headline 2: Kickstart your career in Programming with HTML5 Canvas

Description: Join our HTML5 Canvas course and learn how to use Canvas, an HTML5 element and JavaScript. Self-paced online learning.

Ad Group 2

We will target customers in the “Desire” stage of the customer journey with 20 different targeted keywords. In this Ad group the customer wants to purchase a product and likely knows the option they want.

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Ad copy:

Ad 1

Headline 1: Udacity free courses

Headline 2: HTML5 Canvas Course. From Pixels to Animation

Description: Register for our free online course where you will learn how to make compositions using shapes, images and text. Also learn how to create animations.

Ad 2

Headline 1: Udacity free courses

Headline 2: Unleash your creativity with HTML5 Canvas

Description: Register for our free online course where you will learn how to make compositions using shapes, images and text. Also learn how to create animations.

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2. Marketing Objective & KPI

Marketing Objective: Get 50 new registrations for Udacity’s free HTML5 Canvas course from 3 November 2020 until 7 November 2020.

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KPI: Number of conversions

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Ad Groups

Ads and Keywords

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Ad Group #1:

Ads & Keyword Lists

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Keyword List:

website design

web programming

online web course

online game developers

self paced learning

web designing training

study online free courses

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Key word list cont..

html5 training

courses for animation

free online coding

web page designing course

website development training online

udacity free courses

game coding for beginners

web design classes near me

game programming training

online website building courses

html5 free course

web development classes near me

online udacity course

web development courses near me

course html5 free

udacity courses for free

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Ad Group #2:

Ads & Keyword List

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Keyword List:

online web course

online game developers

self paced learning

web designing training

learn website design

study online free courses

html5 training

courses for animation

�

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Keyword list cont…

free online coding

web page designing course

website development training online

udacity free courses

game coding for beginners

web design classes near me

game programming training

online website building courses

html5 free course

top game design courses

html5 canvas course

web development classes near me

online udacity course

web development courses near me

pixels to animation

udacity html5 course free

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Campaign Evaluation

Results, Analysis and Recommendations

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Key Campaign Results (Campaign & Ad Groups)

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Present the results of your campaign and ad groups by completing the table below.

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Ad Group

Max. �CPC Bid

Impr.

Clicks

CTR

Avg. Cost per Click

Conv.

CR

Cost per

Conv.

Cost

1.

Interest Stage

$3

692

18

2.6%

$1.24

0

0

$0

$22.40

2. Desire Stage

$3

477

16

3.35%

$1.73

0

0

$0

$27.60

Total

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1,169

34

2.91%

$1.47

0

0

$0

$50

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Key Campaign Results

(Ads)

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Present the results of your ads by completing the table below.

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Ad

Clicks

CTR

Avg. Cost �per Click

Conv.

CR

Cost per

Conv.

Ad Group 1, Ad 1

12

2.91%

$1.20

0

0%

$0

Ad Group 1, Ad 2

6

2.15%

$1.34

0

0%

$0

Ad Group 2, Ad 1

12

4.65%

$1.70

0

0%

$0

Ad Group 2, Ad 2

4

1.83%

$1.79

0

0%

$0

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Key Campaign Results (Keywords)

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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.

Online web course

6

4.88%

$1.97

0

0%

$0

Free online coding

6

3.09%

$1.13

0

0%

$0

Web design

5

2.62%

$2.25

0

0%

$0

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Campaign Evaluation

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Evaluate how successful your campaign was, given what your Marketing Objective has been.

  • The campaign did not result in a positive ROI since there were no conversions
  • The conversion rate was much lower than expected. Perhaps the initial Marketing Objective was too high.
  • The Average CPC for the whole campaign was $1.47. The highest CPC was $2.98 which was very close to our Max CPC bid of $3.
  • The two Ad Groups did more or less the same. The CTR of Ad group 2 was higher but so was the Avg. CPC. There was one Ad in Ad group 2 that had the highest CTR of the 4 Ads and this could be because of the relevance of the headlines and description of the Ad.
  • The keywords with the highest CTR were “learn website design” and “website development training online”. This may have been the case because the ads were more relevant to these keywords.
  • The broad keywords have a higher CPC than the more specific ones.
  • The keywords that performed the best were “website development training online” and “online web course” because they had the highest CTR and low Avg. CPC. The reason could be that they were relevant to the audience and they were less competitive than the other keywords.

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Recommendations for future campaigns

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Imagine you had additional budget, how would you use it, given your campaign evaluation?

  • I would focus on Ad group 2 (Desire stage) Ad 1 in this group did well because the CTR and low Avg. CPC. I would also focus on keywords like “online web course”.
  • There were a few redundant keywords that can be removed and we could add a few new keywords that would be relevant to our ads.
  • I would set up A/B testing by using Ad Group 2 and keeping the target audience the same and changing the Headlines of the Ads.
  • The changes to the landing page can improve the quality and thus improve CTR. The LP can be changed by moving the “Related Nanodegree: Intro to programming” to the bottom of the page and keep the HTML5 course at the top with all its info. That will keep the focus on the relevant content and not distract too much from it.
  • Raising the budget will also help increase the CTR and thus increase the possibility of conversion.

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  • Adding extensions to the Ads could improve the CTR and possibly conversion rate.
  • Target audiences based on their interest in the HTML5 programming element
  • Edit the target age group to exclude age groups 55-64 and 65+ because the clicks for these age groups were either zero or one.
  • Add sitelinks to the Ads can also help improve the overall campaign.

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Appendix

Screenshots for Reference

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Example:

Ad Groups

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Example:

Ads

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Example:

Keywords