Project 5: Run an AdWords Campaign (Part 1)

Campaign Overview
 Campaign Approach
Description, Marketing Objective &
KPI
1. Approach Description

● With the help of “Keyword planner” We setup a Campaign that contains two
ads groups with a different keywords theme on each ad group first theme is
“iOS courses” that contains 20 keywords all related to iOs courses enquiries and
the second Theme is iOs development training s0 keywords related to iOs
training , as we have noticed a high potential of both themes .
● iOs courses and iOs development training are different theme and enquiries
that have the same aim study iOs programming online , so we need to separate
this keywords theme and know which as group is doing better then optimise
● Our targeted country is :India
● We are targeting people who are located in india who shows interest to join a
course or training of iOs online.
2. Marketing Objective & KPI

1. What marketing objective do you aim to achieve with your

campaign?

Our marketing objective is to have at least 5 people joined our iOs

development course within 5 days to have a positive ROI

2. What primary KPI are you going to track in your campaign?

The number of students who joined our course .

 Ad Groups
Ads and Keywords
Example
:
Group Id Free IOS course

ios mobile app development course

best ios development course
best ios course
Free ios course
best ios app development course
complete ios 10 developer course
ios course fees
ios app development course
ios 9 developer course
ios programming course
ios training
ios swift course
ios development course
ios 9 course
android and ios development course
learn ios programming
ios developer course fees
ios course details
ios app course
learn ios
Example
:
Group ID IOS devolpment training

android app development

app developer app
app development firms
top app developers
app developer
smartphone app development
developer apps
phone app development
cell phone app development
best app developers
app development
app development classes
app design and development
apple app development training
app development with swift
 Appendix
Screenshots for Reference
Example: Review your campaign
Example: Campaign Summary
Project 5: Run an AdWords Campaign (Part 2)

Campaign Evaluation
 Campaign Approach
Description, Marketing Objective &
KPI
1. Approach Description

● With the help of “Keyword planner” We setup a Campaign that contains two
ads groups with a different keywords theme on each ad group first theme is
“iOS courses” that contains 20 keywords all related to iOs courses enquiries and
the second Theme is iOs development training s0 keywords related to iOs
training , as we have noticed a high potential of both themes .
● iOs courses and iOs development training are different theme and enquiries
that have the same aim study iOs programming online , so we need to separate
this keywords theme and know which as group is doing better then optimise
● Our targeted country is :India
● We are targeting people who are located in india who shows interest to join a
course or training of iOs online.
 Ad Groups
Ads and Keywords
Ad Group #1: Ads & Keyword Lists

ios mobile app development course

best ios development course
best ios course
Free ios course
best ios app development course
complete ios 10 developer course
ios course fees
ios app development course
ios 9 developer course
ios programming course
ios training
ios swift course
ios development course
ios 9 course
android and ios development course
learn ios programming
ios developer course fees
ios course details
ios app course
learn ios
Campaign Evaluation
Results, Analysis and
Recommendations
Key Campaign Results (Campaign & Ad
Groups) : Thank you for filling in the tables with correct
numbers. A decent number of conversions in a limited
time, a low avg. CPC and high CTR% - your campaign
has done well.
Present the results of your campaign and ad groups by completing the table
below.
Avg.
Max. Cost
Ad Click Cost
CPC Impr. CTR Conv. CR per Cost
Group s per
Bid Conv.
Click
Free IOS course 3$ 10 0 0% . 0 0 0 0
IOS devolpment USD0. USD6.3 USD3
training
3$ 672 74 9.15% 6.76%
43 5 2 1.58
Total
USD0. Usd USD3
6$ 683 45 9.15% 5 6.90%
43 5.79 1.58
Key Campaign Results (Ads)

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

Avg.
Cost
Cost
Ad Clicks CTR Conv. CR per
per
Conv.
Click

Start building your iOS

apps 0 0% 0 0 0 0
No Signup fees

Free iOS Developing

Course
0 0% 0 0 0 0
Build Your First App
Today

{Keyword:iOs training
course} 73 11.35% 0.43$ 5 6.85% USD6.28
Step by Step

Become an iOS
Developer 1 2.56% USD0.17 0 0 0
Free Course
Key Campaign Results (Keywords) : You have correctly identified the top 3 keywords.
Present the three keywords you consider most successful based on your
marketing objective.
Avg.
Cost
Cost
Keyword Clicks CTR Conv. CR per
per
Conv.
Click
android app
development 45 10.87% USD0.43 3 6.67% USD6.46
phone app
development
11 13.92% USD0.61 2 18.18% USD3.34
app development 4 19.05% USD0.30 0 0 0
 : A precise evaluation. Impressive.
Campaign Evaluation
: A decent CTR% of the Ad group 2, points to the fact
you are communicating well with searchers and that
Evaluate how successful your campaign was, given what your Marketing your campaign is relevant and effective. A high ratio of
clicks to ad impressions is an indication that you are
Objective has been. targeting the right audience with appropriate keywords
and ad text, and those searchers are responding by
● Feel free to use “bullet points” for your analysis and add as many slides as you clicking through to your site.
need.
● The following questions can help structure your answer (also review Lesson 6 in
the SEM course for some additional guidance):
○ Did your campaign result in a positive ROI?
○ We hit our Marketing objective within 3 days by acquiring 5 conversions and
spending 31.85$ , one conversion have a value of 60$ to our business , that is
ROI of 841.92% , safe to say it’s a positive ROI .
○ Was the conversion rate higher or lower than expected?
○ As we have expected 5 conversion during 5 days ,The conversion rate was a
bit higher than expected :5 conversion within 3 days 6.76% .
○ How much did you have to spend per click? How close did you get to your max. CPC
bid?
○ We are paying 0.43$ as an average CPC , that was actually less than we : A low CTR  of Ad group 1, is pointing out that there is
some disconnect between your campaign and your
expetced of 1$ for CPC
audience.
○ Which ad group, ads and keywords led to the highest click through and conversion
rates and why might that have been the case?
○ The “IOS devolpment training” Group was the 100% source of our clicks and
conversions with our top keywords:”android app development” ,”phone app
development”, due to the relevancy to our landing page and keywords
triggering , as our landing page is referring to developing , development more
than the keyword theme “courses” that we have focused on the “Free IOS
Course” group
○ 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?
○ “developer apps” ,” phone app development” ,” top app developers” by order
are among the highest competitor keywords in Adwords due to the generic
and simplicity of this keywords.
○ Which keywords performed best for you and why might that have been the case?
○ “android app development” and “phone app development” are our top performed keywords
as they drove conversion and have an average CPC of 0.43$ , 0.61$ comparing to other
keywords that may get clicks and cost more without a conversion
○
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?
○ We would work to optimise both Ad group :
○ “Free IOS course” have to be completely rebuilt by choosing different keywords theme
that may trigger our Ads as the current keywords have 0 clicks and impressions for 3
days arrow.
○ As for “IOS devolpment training” group , we may focus on the keywords :
“android app development “and “phone app development” by increasing the
CPC , also add similar keywords with long tail terms as the relevancy of our
landing page is very positive to these keywords with a high conversion rate
○ Would you change any of your existing ads or keywords or add any new
ones?
○ Yes , for the ad group “Free IOS course” we may start building a new list of
keywords of different theme as our current one is not relevant to our ads ,
as for the “IOS devolpment training” group we may consider adding and
removing keywords that don’t receive clicks .
○ Would you set up an A/B test, and if so, how would you go about it?
○ At the moment A/B test is not useful as we are at the beginning period and
we start discovering the new keywords that are relevant to our ads we
may use A/B testing at a later stage when we have more data.
Recommendations for future
campaigns
: Spot on recommendations.
○ Would you make changes to the landing page, and if so, what kind of
changes and why?
○ At this stage we don’t have enough data that suggest we need to
make changes in our landing page , just a note of our top
keyword”android app development” which convert very well ,but
the intention of developing an android app instead of iOs is clear
and may suggest to consider adding a clear android link or
button at the top of the landing page as Udacity have this course
here , so we keep this lead who are only interested to learn
Android instead of iOS better than navigate away Udacity website
, and add a unique tracking on for this redirection.
 Appendix
Screenshots for Reference
Example: Ad Groups : Thank you for providing the required screenshots.
Example: Ads
Example: Keywords