Campaign Evaluation
Project 2: Run an AdWords Campaign (Part 2)
Campaign Approach
Description, Marketing Objective & KPI
1. Approach Description
I choose to run a Display campaign for the Google Adwords Nanodegree program. I wanted to market this nanodegree because I have loved this course so far and want it to reach more people. I also wanted to test my skills in display campaigns because I want to develop my skills through the use of display campaigns in my future with Google adwords, I see them as a powerful marketing tool. I choose one ad group based off suggested audiences and the second ad group based off a custom intent audience I created. I would like to see the difference in performance between the two audience types.
2. Marketing Objective & KPI
Marketing Objective:
To target customers at the interest stage and generate 25 clicks onto the Google Adwords nanodegree program over a 5 day period.
KPI:
Since I am focusing on Clicks my metric of measurement will be the CTR
Ad Groups
Ads and Keywords
Intent Audience #1:
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Custom Intent Audience
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Campaign Evaluation
Results, Analysis and Recommendations
Key Campaign Results (Campaign & Ad Groups)
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 | Conversions | CR | Cost per Conversion | Cost |
Intent | 2.00 | 23,467 | 248 | 1.06 | 0.12 | 0 | 0 | 0 | 30.84 |
Name | 2.00 | 8,563 | 173 | 2.02 | 0.16 | 0 | 0 | 0 | 28.22 |
Total | | 32,030 | 421 | 1.31 | 0.14 | 0 | 0 | 0 | 59.06 |
Key Campaign Results (Ads)
Present the results of your ads by completing the table below.
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Ad | Clicks | CTR | Avg. Cost �per Click | Conversions | CR | Cost per Conversion |
Ad Group 1, Ad 1 | 211 | 0.95 | 0.13 | 0 | 0 | 0 |
Ad Group 1, Ad 2 | 37 | 2.72 | 0.08 | 0 | 0 | 0 |
Ad Group 2, Ad 1 | 85 | 1.99 | 0.16 | 0 | 0 | 0 |
Ad Group 2, Ad 2 | 88 | 2.05 | 0.17 | 0 | 0 | 0 |
Key Campaign Results (Audiences)
Present the three keywords you consider most successful based on your marketing objective.�
Keyword | Clicks | CTR | Avg. Cost �per Click | Conversions | CR | Cost per Conversion |
Custom Intent | 112 | 1.95 | 0.17 | 0 | 0 | 0 |
Digital Marketing | 171 | 0.92 | 0.13 | 0 | 0 | 0 |
Google Advertising | 33 | 1.37 | 0.11 | 0 | 0 | 0 |
Campaign Evaluation
I believe that my campaign went well and it successfully tested my intent vs. custom intent experiment which I was trying to conduct to see which would perform better. As far as if it had a positive ROI, I can not be certain because I do not know the value of a click onto the Google Adwords landing page, however my campaign did not generate any conversions which I believe would lead to a negative ROI. I assumed with the amount of clicks received that I would have generated quite a few conversions, unfortunately it did not. My CPC was much lower than my max bid, with an average CPC of $0.14 which I am very happy with. I was surprised to find that in my custom intent ad group both ads performed equally well instead of one being prioritized over the other like in my intent campaign. I did run into some complications though because my campaign only ran for two days and I noticed that it had spent over my budget so this data is based off of two days of my display campaign being active. I was sure that I set the budget correctly but maybe there was something I missed.
Overall since CTR was my KPI, I am going to say that I had a successful campaign in that aspect as my overall CTR was 1.31.�
Recommendations for future campaigns
For future campaigns, I would use my custom intent audience ad group to target customers early in the customer journey. I would also remove the intent group and create a new ad group to focus on customers in the desire and action stage to try and generate conversions.�
Appendix
Screenshots for Reference�