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Key Results (Campaign)

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Campaign

Cost

Clicks

Impressions

Conversions

CTR

CPC

ROI

CR

CPL

Udacity_DMND

$1,314.00

2391

111256

221

2.14%

$0.55

-$0.16

9.24%

$5.95

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Key Results (Ad Groups)

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Ad Group

Cost

Clicks

Impressions

Conversions

CTR

CPC

ROI

CR

CPL

Ad Group 1: Interest Digital Marketing

$819.05

1553

72497

132

2.14%

$0.53

-$19.4

8.49%

$6.20

Ad Group 2: Awareness Digital Marketing

$494.95

838

38759

89

2.16%

$0.59

-%10.09

10.62%

$5.56

Total

$1,314.00

2391

111256

221

2.14%

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$0.55

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-$0.16

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9.24%

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$5.95

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Key Results (Ads)

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Ad

Cost

Clicks

Impressions

CTR

CPC

ROI

CR

CPL

Conversions

Ad Group 1, Ad 1

$458.25

991

40163

%2.46

$0.46

%5.83

%9.78

$4.72

97

Ad Group 1, Ad 2

$360.80

562

32334

%1.73

$0.64

-%50.11

%6.40

$10.02

36

Ad Group 2, Ad 1

$335.60

619

28827

%2.14

$0.54

%7.27

%11.63

$4.66

72

Ad Group 2, Ad 2

$159.35

219

9932

%2.20

$0.73

-%49.79

%7.3

$9.96

16

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Key Results (Keywords)

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Keyword

Cost

Clicks

Impressions

Conversions

CTR

CPC

ROI

CR

CPL

+Online marketing +course

$317.10

534

26639

65

%2

$0.59

%2

%12.1

$4.88

'+Digital marketing certificate

$23.10

48

894

8

%5.3

$0.48

%62.3

%16.6

$2.88

'+Social media marketing +course

$36.00

66

912

10

%7.2

$0.55

%38

%15

$3.60

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Campaign Evaluation

  • The campaign’s return on investment (ROI) is -$0.16
  • ROI = (total conversion value - total cost)/total cost
  • ROI=(total conversions*conversion value)=total conversion value.221*5=1105
  • ROI=(1105-1314) /1314

Campaign

Cost

Clicks

Impressions

Conversions

ROI

Udacity_DMND

$1,314.00

2391

111256

221

-0.16

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Campaign level KPI’s

Campaign

Cost

Clicks

Impressions

Conversions

CTR

CPC

ROI

CR

CPL

Udacity_DMND

$1,314.00

2391

111256

221

2.14%

$0.55

-$0.16

9.24%

$5.95

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Ad Groups KPI’s

Ad Group

Cost

Clicks

Impressions

Conversions

CTR

CPC

ROI

CR

CPL

Ad Group 1, Ad 1

$819.05

1553

72497

132

%2.14

$0.53

-%19.4

8.49%

$6.20

Ad Group 2: Awareness Digital Marketing

$494.95

838

38759

89

2.16%

$0.59

-%10.09

10.62%

$5.56

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Ads level KPI’s

Ad

Cost

Clicks

Impressions

CTR

CPC

ROI

CR

CPL

Conversions

Ad Group 1, Ad 1

$458.25

991

40163

%2.46

$0.46

%5.83

%9.78

$4.72

97

Ad Group 1, Ad 2

$360.80

562

32334

%1.73

$0.64

-%50.11

%6.40

$10.02

36

Ad Group 2, Ad 1

$335.60

619

28827

%2.14

$0.54

%7.27

%11.63

$4.66

72

Ad Group 2, Ad 2

$159.35

219

9932

%2.20

$0.73

-%49.79

%7.3

$9.96

16

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Keywords KPI’s

Keyword

Cost

Clicks

Impressions

Conversions

CTR

CPC

ROI

CR

CPL

+Online marketing +course

$317.10

534

26639

65

%2

$0.59

%2

%12.1

$4.88

'+Digital marketing certificate

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$23.10

48

894

8

%5.3

$0.48

%62.3

%16.6

$2.88

'+Social media marketing +course

$36.00

66

912

10

%7.23

$0.55

38.8%

%15.15

$3.60

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Best three Keywords

  • +Online marketing +course because cost per lead is below 5 dollars while having a high conversions and clicks.
  • '+Social media marketing classes because cost per lead is below 5 dollars while having a high conversions and clicks.
  • '+Social media marketing +course because cost per lead is below 5 dollars while having a high conversions and clicks.

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Keywords with high competition

Below are the keywords with the highest cost per click:

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  • +Social media marketing because CPC equals 1.41$
  • Best website to learn +digital marketing for free because CPC equals 1.15 $
  • '+Digital marketing basic because CPC equals 0.98$
  • Digital marketing learn online because CPC equals 0.66$

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Campaign evaluation

  • The campaign marketing objective was to get at least 200 conversions and a conversion rate of at least10%.The actual results were 221 conversions and a conversion rate of 9.24% which indicates that the marketing objective was not met.
  • According to the ROI KPI metric it was negative which means the campaign lost money.
  • According to the ads: ad1 in ad group 1 was successful in ROI , conversions and CPL with values 5.83 % , 97 and 4.72$ respectively .As for ad1 in ad group 2 was also successful in ROI , conversions and CPL with values 7.27% , 72 and 4.66 $ respectively .
  • As for ad 2 in ad group 1 and 2 have failed to meet the KPI’s.

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Recommendations for the campaign

  • +Social media marketing and Best website to learn +digital marketing for free have high cost per click which means high competition therefore it is best to remove them from the list.

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  • Ads with most conversions are Ad 1 interest ad group with 97 conversions and Ad 1 awareness ad group 2 with 72 conversions .Those two ads have the most conversions it’s best to focus on spending more money on them.

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  • In Ad group 2 ad 2 with the headline Digital marketing course online is broad not specific .It got 9932 impressions and only 16 conversions which means it reaches the wrong audience with high price.

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  • CPC equals 0.72 $ for ad 2 group 2 while ad1 group 1 costs 0.46$ and got 97 conversions. Ad 2 group 2 got 16 conversions it needs to be changed or discarded .Could be changed to Want to become a digital marketer rather than Digital marketing course online.����