Open Date final project submission

1. An AdWords Ad
Performance Analysis by R
Final project submission
By Simon Chen

2. Background and goal
 AdWords, Google’s online advertising
program.
 Try to get basic AdWords Data by API and
analyze an ad campaign with R.

3. Definition
 Customer account
 MCC(My Client Center) account
 Clicks
 Conversions

4. Data Preparation
 A MCC’s data of customers by AdWords API
 https://developers.google.com/adwords/api/docs/reference/v20
1406/ManagedCustomerService

5. Data Preparation
 MCC’s daily data of all ad campaigns last
month(2014/10) by AdWords API
 https://developers.google.com/adwords/api/docs/appendix/repo
rts#campaign
 MCC’s daily data separated by countries last
month(2014/10) by AdWords API
 https://developers.google.com/adwords/api/d
ocs/appendix/reports#geo

6. Data Preparation
 Defined three MySQL
tables to save the data
above.
create table CUSTOMER(
id bigint not null auto_increment,
name varchar(255),
primary key (id)
) ENGINE=InnoDB;

7. Data Preparation
create table DAILY_DATA(
idbigint not null auto_increment,
customer bigint not null,
campaign_name varchar(255),
data_date datetime not null,
impressionsbigint,
clicksbigint,
ctr double precision,
conversionsbigint,
conv_rate double precision,
cost double precision,
primarykey(id)
) ENGINE=InnoDB;
create table DAILY_GEO_DATA(
id bigint not null auto_increment,
customer bigint not null,
campaign_name varchar(255),
country varchar(255),
data_date datetime not null,
impressionsbigint,
clicksbigint,
ctr double precision,
conversionsbigint,
conv_rate double precision,
cost double precision,
primary key (id)
) ENGINE=InnoDB;

8. Scenario 1
 I want to know the daily clicks of an ad
campaign last month(2014/10).

9. Scenario 2
 I want to know conversions of every day
of Weeks.

10. Scenario 3
 I want to know clicks from every country.

11. Scenario 4
 I want to compare two similar ad
campaigns.

12. Scenario 5
 I want to compare ad campaigns with the
mean.

13. Conclusion
 Virtualizing our AdWords performance data
with R will help us understand the
operation of ad campaigns more easily.