Run an AdWords Campaign

1. Tuhin Subhra Giri
Udacity DMND
Student ID/ Campaign ID
TuhGirNov-20

2. Campaign Approach
Description, Marketing
Objective, and KPI

3. 1.Approach Description
Description
Udacity assigned me the following criteria to create a campaign
Target Country: India
Course to market : Intro to the Design of Everyday Things
Link
https://www.udacity.com/course/intro-to-the-design-of-everyday-things--
design101 (Free course)
Budget: My daily budget was $10 and default bid amount was $3
I created my campaign using Google Ads. Adwords makes thing simple while
creating a campaign in a proper format and it includes all essential options to
enhance the ad quality, that helps to improve the ranking of a particular ad
campaign.
My keyword strategy was focused on the objective to attract people who are
interested in designing career be it beginners in the field of graphic design, web
design, UX or UI design , Fashion or Interior design. To full fill my objective I
had to do some extensive keyword research that took days and was very tough
work as I had to burn the mid night oil to achieve this goal, fortunately Google
Keywords planner and Moz did help me a lot in achieving this goal.
Ad copy was the crucial part of my campaign I choose short and quality
content for my ad campaign because that’s the main attraction point why people
will click on the ad. Before creating ad copy, I kept in mind who is my target
audience and what they are looking for in the search engine.
I also added a Callout Ad Extension to improve the quality of the campaign

4. 2.Marketing Objective & KPI
Marketing Objective
My marketing objective is to collect 10 leads via signups from
students in India within 5 days of campaign duration with daily
budget of $10
KPI: Number of leads via signups

5. Ad Groups
Ads and Keywords

6. Ad group name: Design Awareness India
Keyword List 1
How to learn Design
The principles of design
What makes a good design
Basic elements of design
Beginners design course
How to think like a designer
How to become a designer
How to learn graphic design
Beginning graphic design
Learn UX design
Graphic design classes
Fashion design classes
Web design classes
Design thinking process
Fundamentals of design
Free online course
What is product design
How to design
Online graphic design course
How to design

7. Ad group name : Design Awareness India
Keyword List 1 (continued)
What is product design
How to design
Online graphic design course
Website design courses
UX design classes
Learn graphic design online
Graphic design courses
Web design courses
Learn web design
What are elements of design
UX design course
How to design a project
Learn design basics
Udacity Free Course
Learn Basics of design

8. Campaign ID or Student ID screenshot

9. Ad previews from Ad Group 1 named Design Awareness
India
Ad#1

10. Ad previews from Ad Group 1 named Design Awareness
India
Ad # 2

11. Ad Group name: Design Interest India
Keyword List 2
Web design training
Web design school
Graphic design training
Study graphic design
Design classes
Web design certificate
Free web design courses
Graphic design schools online
Online graphic design programs
Online graphic design certificate
Graphic design short courses
Study graphic design online
Web development courses
Web designing course details
User experience design courses
UX training
UI UX training
UX classes
Graphic design classes near me
Free graphic design courses

12. Ad Group name: Design Interest India
Keyword List 2 (continued)
UI UX design course online
UX certification
Creative design courses
Free online graphic design courses
Web design courses online free

13. Ad previews from Ad Group 2 named Design Interest India
Ad # 1

14. Ad previews from Ad Group 2 named Design Interest India
Ad # 2

15. Ad Extension used screenshot

16. Campaign Evaluation
Results, Analysis and
Recommendations

17. 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.
Click
s
CTR
Avg.
Cost
per
Click
Conv
.
CR
Cost
per
Conv.
Cost
Name $3 1731 55 3.18% $1.01 0 0% $0 $55.79
Name $3 218 8 3.67% $1.30 0 0% $0 $10.38
Total 1949 63 3.23% $1.05 0 0% $0 $66.17

18. 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
34 3.39% $1.12 0 0% $0
Ad Group
1, Ad 2
21 2.88% $0.85 0 0% $0
Ad Group
2, Ad 1
6 5.36% $1.20 0 0% $0
Ad Group
2, Ad 2
2 1.89% $1.60 0 0% $0

19. 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.
Design Classes 6 6.38% $1.20 0 0% $0
How to design 2 3.28% $0.42 0 0% $0
Web design
classes 3 13.04% $0.47 0 0% $0

20. Campaign Evaluation
The campaign was run for 4 days approx instead of the 5 days initially allotted due
to budget constraint.
The campaign received total of 63 clicks and 1949 impressions. But unfortunately the
campaign received zero conversions that resulted in a negative ROI of -$66.17 or -
100%.
The average CPC of the campaign was $1.70, which was well under the $3 max CPC
bid. However a few keywords did get close to the $3 maximum. For example, the
average CPC for “UX design course” was $2.98, again for “UX classes” and “Website
design courses” the avg CPC was $2.90 and $2.66 respectively. But fortunately these
keywords received one click for each and did not have a major impact on the overall
CPC.
Although none of the ad groups produced any conversions. But the awareness stage
ad group named “Design Awareness India” produced 55 clicks while Interest stage ad
group named “Design Interest India” produced 8 clicks. This might be because the
keywords in the Desire Ad Group had low monthly search volume.
When comparing two Ads in the Ad Design Awareness India Ad Group, the ad that
included the words “Learn Basics of Design” in the headline performed much better
than “Curious about designs?” in the headline, CTR for them were respectively 3.39%
and 2.88%. Based on this outcome, it can be inferred that mentioning of “Learn Basics
of Design” was the key differentiator

21. Campaign evaluation (continued)
When analyzing individual keywords, there were 13 that actually generated clicks, among
them “Free online course” keyword generated most clicks at 38, and CTR was 3.05% next
keyword that generated most of clicks and took the 2nd rank was the keyword “Design classes”
this keyword generated 6 clicks but had a higher CTR of 6.38%. These head keywords likely
performed best because they had much higher search volumes than tail words in the list.

22. Recommendations for future campaigns
If I were to improve this campaign I would focus on “Design Awareness India”
Ad group. Within this Awareness Ad Group, I would A/B test several headlines
that mentions “Free Design Course” since that seemed to increase CTR.
Although I have already added one callout extension in this campaign, I think I
need to add more callout extensions to highlight the various features of the
course.
Next I would spend more time improving or refining my keyword lists, especially
for the “Design Interest India” Ad Group. I had around 25keywords in this Ad
Group. I think adding some negative keywords or adding some broad match
modifiers or phrase match keyword in the list could have improved the
performance. Next time if I get some extra budget and time I would like to try it
out.
I would also like to see improvements in the landing page. The subject matter
in the landing page of course that I was marketing might have seemed vague to
the audiences. The page should have explained the usefulness of this course in
a practical level real world situation. For ex-the page should have clearly stated
what benefits in practical level the audience would get by subscribing or
converting, the page should have stated that knowledge gained from this course
could help students prepare for Udacity UX course. Lastly more time and
money was necessary to reach out to the audience and show them benefits of
this design course, unfortunately budget and time constraint was an obstacle.
Finally I would focus on improving the landing page by A/B testing radically
different designs. One version would be as it is and another would remove the
“Principles of Design”and replace with “Absolute prerequisite for all aspiring
designers”, this might convince audience to convert

23. Appendix
Screenshots for
Reference

24. Ad Groups

25. Ads

26. Keywords List pt 1

27. Keywords List continued pt 2

28. Keywords List continued pt 3

29. Ad extensions screenshots