2. Campaign Approach
Description, Marketing
Objective, and KPI

3. 1. Approach Description
● Description should be 250 words or less
● Brief explanation of how the student approached their
campaign (e.g. Campaign / Ad Group structure, choice
of keywords, thoughts behind ad copy)
● Must include assigned course and country / countries
The course that will be advertised for the Udacity program, will
be the free Machine Learning Course created with Georgia Tech.
These two Google AdWords Campaigns will be composed of
different keywords. Specifically those that look up “Machine
Learning” and those that look up its topics “Reinforcement
Learning” “Supervised Learning” “Unsupervised Learning”. The
target audience will be to India, the campaign will be for 5 days
and the budget will be $10/day.
The individuals actively wanting to start, we will go for a hard sell,
actively telling him/her to enroll now and reminding them that
there is no credit card required (a message that some SaaS
companies have used to increase the conversion rate for free
trials). This only for searchers that are interested in actively
learning machine learning courses, rather than just casually
reading about “machine learning”.

4. 2. Marketing Objective &
KPI
1. What marketing objective do you aim to achieve with your
campaign?
The marketing challenge selected will be option 1 of the project, promoting
Udacity’s free Machine Learning Course. The objective is to provide the lowest
possible CPC for the Udacity Machine Learning program. This will be achieved
through using Google AdWords, where there’ll be a budget of $10/day for 5 days,
from June 30th to July 5th and a manual CPC bid strategy of a maximum $3.00/click
will be administered. $3.00/click because the assumption is one sign-up to Udacity’s
free Machine Learning course is worth $60 and the sign-in to visit rate is 5% With
that in mind, the goal will be to generate 40 website visits, with 2 individuals signing
into the course. Thereby creating a 2X ROAS.
What primary KPI are you going to track in your campaign?
Ad Quality Score. In order to have the maximum number of visitors and lowest CPCs, creating
relevant ads for the audience and giving them what they want comes first. Then the payout will
follow as we give value first, not the other way around.

5. Ad Groups
Ads and Keywords

6. Ad Group #1:
Ads & Keyword Lists
● Students are required to create two Ad Groups
● Each ad group has to have 20 keywords
● Keywords selected should align with students’
stated approach

7. Example
Keyword List:

8. Ad Group #2:
Ads & Keyword List
● Students are required to create two Ad
Groups
● Each ad group has to have 20 keywords
● Keywords selected should align with
students’ stated approach

9. Example
Keyword List:

10. Appendix
Screenshots for
Reference

11. Example:
Review your campaign

12. Example:
Campaign Summary