Run an AdWords Campaign Campaign Evaluation
Project-5
Campaign Approach Description,Marketing Objective & KPI
INTRO TO ALGORITHM ismy free course assigned formy Google AdWordsCampaign and the preferred audience locationsare NEW ZEALAND & IRELAND who can read and write in English.OurDaily budgetforthiscampaign is15$ and enhanced costperclick bid is3$.
Landing Page:https://www.udacity.com/course/intro-to-algorithms--cs215
Basically,Isegmented my campaign into two ad groupstargeting two differentaudience based on the customerjourney as • Awareness stage
• Desire stage I
In the Awareness segment,Itargeted large audience with more broad and generic keywordsto make aware ofthisUdacity’sfree course.I used Google keyword plannerand Moz keyword explorerto undergo my keyword research based on my landing page and potentialcustomer. Based on the ads,Idiscovered my headline and description to be more broad and generic with a key idea to display thiscourse to be opensource.
In the Desire segment,Itargeted more specic audience through brand and technicalkeywordswho are looking forprogramming and algorithm courses.Iused Google keyword plannerto undergo my keyword research based on my potentialcustomer.Primary objective ofthis f
free course isto promote ReactNano degree so Ihave used few keywordsrelated to thisNano degree Program.Based on the ads,Idiscovered my headline and ad copy to targetpeople who are specically looking forthe design and analysisofsocialnetwork algorithmscourses. Moreover,Ispecied my URL path (www.udacity.com/Free_course)to clearly impartthe audience thatthiscourse isan opensource.
To Create awareness of Udacity’s ReactNano degree Program through enrollmentof free course – Intro to Algorithms.Primary Objective is to achieve 10 new enrollments as an outcome of this campaign with a daily budgetof 25$ for 5 days.
Primary KPIis number of conversions (i.e.Number of new enrollments)per day because ithelps to evaluate my marketing objective.
Key
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• socialmedia algorithm • online socialnetwork analysis • best algorithms course • learn to write algorithms • kevin bacon game algorithm • analysis of algorithms •
• introduction to algorithms • best way to learn algorithms • learning algorithms for beginners • how to learn algorithms online • analysis of socialmedia
• learn algorithms online • algorithm and design analysis courses • free online learning sites • socialgraph analysis
• algorithms and data structures online course • how to build a socialnetwork algorithm •
• socialnetwork algorithms • easy way to learn algorithms • socialnetwork analysis introduction • algorithm online course • socialnetwork design algorithm • socialmedia network analysis
• udacity's intro to algorithm • udacity free courses • is the udacity's algorithms course
worth taking • free algorithm course udacity • algorithms for graphs courses •
• udacity intro to algorithm course free • udacity's intro to algorithm course • udacity intro to algorithms review • udacity free courses online • udacity algorithms • udacity free course review
• udacity react nano degree • intro to algorithm udacity syllabus • socialnetwork design algorithm course udacity • udacity socialnetwork analysis • udacity algorithms vs coursera algorithms • udacity app
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• MichaelLittman algorithm courses • udacity for free
• graph theory and algorithms • algorithms in graph theory
• Unfortunately,my Campaign results are notin positive Return on investment be-cause my expected costper lead should be less than 12.5 $ butmy CPL is 27.97 $ with 4 conversions as an outcome of this campaign.This graph clearly show how costper day has been spent.and cost/conversion has been allocated
• Conversion rates are lower than my expected conv.rate of 24 % ,our conversion rate is 6.45 percentage which could have been improved by optimizing the quality of the landing page and aligning itwith our ads.This graph shows the relation between clicks and conversion rate.
• Average Costper click is 1.80$ which is 60% less than our maximum CPC bid of 3$. This shows good quality and high relevance of our ads and landing page.The graph shows the variation of CPC during the campaign period.
AD -GROUP
• Ad group -2 -Desire – Intro to Algorithm – New Zealand & Ireland found to have highestclick through rate of 8.05 % and high conversion rate of 14.29% because the ads and keywords segmented for this ad group very specific to our targetcustomer. The graphs shows the variation of ad group’s CTR and Conversion rate variation during our campaign period.Moreover,ads which are more exactfor our audience at desire stage and in addition use of more branded keywords are the reason for high per
performance .Keywords -udacity free course online,udacity free courses found to have high CTR and conversion rate.
• Based on CPC and Average position,the keywords which are very generic and broad found to have high competition with higher CPC and average position based on the bid and qualityscore.Few such keywords are
-free online learning sites -online free courses sites -sites for online courses -free online courses websites -website course online -online courses sites -online courses sites -best websites for online courses -analysis of algorithm -algorithm of computers
are found to have higher competition with average CPC greater than 2$. •Based on my primary KPI,keywords such as
-Bestsites for online courses -udacity free courses online -online course website free -website course online
are performed wellwith successfulconversion.Buton other hand,based on CTR and CPC values, -al
-algorithm online course -Socialnetworks algorithms
If additionalbudgetwould be provided for this campaign,following willbe my evaluation. - Yes.Iwould focus on high performing Ad-group (i.e.high CTR and conversion rate)and optimize its Maximum CPC Bid value to increase its ad rank.In my case Ad group – 2 -Desire – Intro to algorithm -New Zealand & Ireland would be my targetfor keen optimi za-tion both based on Bid strategy and quality.
- Yes.Iwould pause poor performing Ads and keywords.Moreover,Iwould add new ads to my awareness ad group which would resultin conversions.Also Iwould add few long tail keywords with both broad and specific keywords.
- Yes.Iwould perform a A/B testfor my textads on two elements 1)Headline
2)Description
which could help me to devise my ads more attractive and specific to my audience.
-- Probably,Iwould like to add a shortvideo aboutthe course and add few testimonials on my landing page which willreally pleases my customer to enrollto this free course.
