This is a project creadted during Udacity DMND program
+Created, managed, and monitored an advertising campaign on Facebook for Udacity's DMND progam.
+Project was based on signing up and selling ebook targeting USA and India.
+Generated 1263 leads in seven days on a $125 budget
+ROI of $152 with CPC of $0.06 and a reach of 157,791
3. 1. Approach Description
● My project was to market a free course on Intro to the Design of Everyday
Things and to do so in Google Ad words I created 2 ad groups with 2 ads.
● I targeted Adgroup 1 with keywords like “course in design”, “design thinking”,
“design”,’free course”, etc and for Adgroup 2 with keywords like “career in
design”, ”change in career”, ”jobs in design” and many other 90 keywords.
● My target locations are USA and India.
4. 2. Marketing Objective & KPI
1. What marketing objective do you aim to achieve with your
campaign?
To get leads for the course in 5 days with a budget of $50.
1. What primary KPI are you going to track in your campaign?
Number of clicks and conversion for each ad.
9. Key Campaign Results (Campaign & Ad
Groups)
Present the results of your campaign and ad groups by completing the table below.
Ad
Group
Max.
CPC Bid
Impr. Clicks CTR
Avg.
Cost per
Click
Co
nv.
CR
Cost
per
Con
v.
Cost
Ad
group
1
$5 1324 41 3.1% $1.23 4 22%
$20
.47
81.88
Ad
group
2
$4 4203 68
1.62
%
$1.20 9 6%
$5.
62
$50.6
1
Total 5527 109
1.97
%
$1.22
13 12%
$10
.19
$132.
49
10. Key Campaign Results (Ads)
Present the results of your ads by completing the table below.
Ad Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
Ad Group
1, Ad 1
17 2.87%
$1.31 4.00 23.53
%
$5.55
Ad Group
1, Ad 2
24
3.28% $1.18 5.00
20.83
%
$5.68
Ad Group
2, Ad 1
44 1.47% $1.21 1.00 2.27% $53.28
Ad Group
2, Ad 2
24 1.97% $1.19 3.00
12.50
%
$9.53
11. Key Campaign Results (Keywords)
Present the three keywords you consider most successful based on your marketing
objective.
Keyword Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
a design 10 2.29%
$0.86
1
10.00
%
$8.63
learning
and
design
4
14.29
%
$1.31 2
50.00
%
$2.62
lesson
design
1
14.29
%
$1.43 1
100.00
%
$1.43
12. Campaign Evaluation
Evaluate how successful your campaign was, given what your Marketing Objective has
been.
● Feel free to use “bullet points” for your analysis and add as many slides as you
need.
o The campaign result was very impressive with over positive ROI.
o The ad budget went little above limit due suspension of AdWords account and
therefore the ad run for 10 days instead of 5days and also cpc has been
increased due to inactivity of the prescribed cpc $3.
o Keywords such as” a design”,” learning and design”,” lesson design” was most
successful and ad group 1 was the better performer with 22% conversion rate, It
worked successfully because ad group 1 was targeted for career in design and
offered as new career change.
13. 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.
I would continue with the adgroup 1 which is performing excellent with the
conversions.
The non performing keywords would be excluded
The bid could be excerised low for better profitability
I would experiment with new demographics for new customers
