Created, executed, and monitored a search engine marketing campaign in Australia on Google AdWords for a Udacity product. Evaluated post-campaign results to and drafted a strategy for additional campaigns focused on ROI.

1. KC Dochtermann
February 9, 2018
Project 5: Run an AdWords Campaign (Part 2)

2. 1. Approach Description
My advertising campaign was to advertise a free course provided by Udacity – ‘Firebase in a
Weekend:iOS, using Google Adwords. My target target market is located in Australia, and I have a total
campaign budget of $75.
For my campaign I created two ad groups, with each group using a group of keywords that are directly
related to Firebase and iOS app development (ex: firebase development, iOS development, etc.). I
created two ads for each ad group (total of four ads). Copy for the ads were generated with the
potential customer in mind – those seeking to learn Firebase, or iOS app development in general. I
focused copy on wording that re-enforced the course offering, and importantly that is a free course.

3. 2. Marketing Objective & KPI
1. What marketing objective do you aim to achieve with your campaign?
The marketing objective I am aiming to achieve is to secure 20 course
signups (conversions) by February 14, 2018.
2. What primary KPI are you going to track in your campaign?
The primary KPI for this campaign is the # of course signups (conversions)
secured by Feb. 14, 2018.

4. Ad Group #1: Ads & Keyword Lists
Keywords: Basic app development course, firebase android push,firebase app, firebase docs, firebase
in ios, firebase ios swift, firebase latest version, firebase push, firebase storage android, ios chat app
tutorial swift, ios learning apps, ios swift bootcamp, iphone application development course, learn
iphone development, swift 2 course, swift app development tutorial

5. Ad Group #2: Ads & Keyword List
Keyword List: chat app development, console firebase google, firebase add data, firebase apns,
firebase app, firebase chat, firebase cost, firebase data url, firebase docs, firebase ios chat, firebase
latest version, firebase messaging, firebase notifications ios, firebase push, firebase sdk, firebase
server, firebase storage, firebase swift, google ios developer, ios chat app tutorial swift, learn apple
programming, learn coding on iphone, learn iphone development,

6. Key Campaign Results (Campaign & Ad Groups)
Ad Group
Max.
CPC Bid
Impr. Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Cost
Aussie Firebase
Group 1
$3.00 1,259 24 1.91% $2.28 0 0% N/A $54.80
Aussie Firebase
Group 2
#3.00 534 14 2.62% $2.47 0 0% N/A $34.52
Total 1,793 38 2.12% $2.35 0 0% N/A $89.32

7. Key Campaign Results (Ads)
Ad Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Ad Group 1, Ad 1 18 1.82% $2.34 0 0% N/A
Ad Group 1, Ad 2 6 2.21% $2.11 0 0% N/A
Ad Group 2, Ad 1 9 3.60% $2.53 0 0% N/A
Ad Group 2, Ad 2 3 1.22% $2.57 0 0% N/A

8. Key Campaign Results (Keywords)
Keyword Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
iOS Learning Apps 13 2.53% $2.29 0 0% N/A
Learn Apple
Programming
7 5.98% $2.82 0 0% N/A
Firebase App 4 1.06% $1.91 0 0% N/A

9. Campaign Evaluation
The marketing objective for the campaign was to secure 20 course signups by February 14, 2018. With no past
performance activity to gauge probably accounts, it was purely experimental to choose the number of signups.
○ The lack of any conversions was disappointing. This contributed to a negative ROI for all elements of the
campaign.
○ Cost per Click (CPC) for the entire campaign averaged $2.35, which was 78% of the maximum CPC assigned.
○ Ad group 2 resulted in the highest CTR (2.62%), but group 1 had the highest number of clicks (24), and the
lowest average CPC ($2.28).
○ Ad 1 from Group 1 resulted in the highest number of clicks. Ad 1 from Group 2 resulted in the highest CTR
(3.60%), while Ad 2 from Group 1 had the lowest average CPC ($2.11). Group 1 might have been the better
performer, due the higher performing keywords (iOS learning apps, firebase app).

10. Campaign Evaluation (continued)
○ The keyword with the highest number of clicks was’ iOS learning apps’ (13). Keyword ‘learn apple
programming’ resulted in the highest CTR (5.98%) but had the highest average CPC( $2.82). ‘firebase app’ ha
the lowest average CPC ($1.91) , but had a very low CTR (1.06%).
○ From a CPC perspective, there was high competition in the bid for keywords ‘learn apple programming’, ‘swift
app development tutorial’, ‘learn iphone development’ and ‘firebase docs’, due to the high CPC. Keywords
‘google ios developer’, ‘firebase app’, and ‘chat app development’ had the lowest CPC and resulted in clicks, a
well as generated 623 impressions – these words appeared to have much lower competition in the bidding.
○ Out of 45 keywords, 30 words (66%) resulted in generating impressions, and 12 words (27%) generated
clicks.
○ From a branding/awareness perspective, the total CPM averaged $49.82. Ad group 1 performed best with a
CPM of $43.53, while group 2 had a CPM of $64.64.
○ Keywords that generated the most impressions were ‘learn iphone development’ (162, but that was split
between 89 for group 2, and 73 for group 1), ‘learn apple programming’ (117), ‘google ios developer’ (65) and
‘firebase messaging’ (48).

11. Recommendations for future campaigns
If additional budget were allocated to continue this Firebase ad campaign in Australia, the following
suggestions are offered:
● Continue to run Ad Group 1, removing the lowest performing keywords and adding some of the
higher performing keywords from Group 2. Keywords with the highest cost (competition) could have
the maximum CPC raised above the current $3.00 limit to see if they perform better during the next
campaign.
● Continue to run Ad Group 2, but headline and content in Ad 2 to see if that would increase
performance. Remove/pause the lowest performing keywords and add some of the highest
performing keywords from Group 1 to see if that will improve performance.
● The landing page could be improved by adding social sharing buttons (which might improve reach),
as well as adding language that offer is ‘limited time – sign up by Feb. 20th’ that would increase a
sense of urgency and possibly increase the number of immediate course signups.

12. Reference: Ad Groups

13. Reference: Ads

14. Reference: Keywords

15. Reference: Conversions