Evaluate a Display Ad campaign by calculating ROI, conversion rate, cost etc

1. Project 6: Evaluate a Display Ad Campaign

2. Evaluate a Display Image Campaign

3. Display Image Campaign: Overall Result
Clicks IMP CTR Avg CPC Cost Conversion
Rate
# New
Students
CPA ROI
1973 282,066 0.70% $0.44 $872.51 0.2% 4 218 $324
The campaign had posi=ve ROI of $324

4. Display Image Campaign: Ad Results
CreaEve Clicks Imp CTR Avg
CPC
Cost Convers
ion
Rate
#New
Student
CPA ROI
Crea=ve-
A
1531 216,19
9
0.71% $0.45 $686.27 .2% 3 229 210
Crea=ve-
B
442 65,867 0.67% $0.42 $186.24 .2% 1 186 113
Here campaign A performed well, as it received 1531 clicks and the campaign had posi=ve
ROI of $210 in comparison with campaign B. There are few reasons why campaign A
performed well - because the image which they have used for this campaign is more clear
about what they are talking about, and also the headline and descrip=on of the ad is also
aPrac=ve and eye catching to the target customers.

5. S. No Keyword Clicks Impression CTR Avg CPC Cost
1 marke=ng online 236 20750 1.14% $0.5 $118.6
4
2 online marke=ng course 226 38259 0.59% $0.28 $63
3 digital marke=ng
training
57 8224 0.69% $0.54 $30.75
4 marke=ng course 19 1999 0.95% $0.27 $5.14
5 marke=ng careers 14 2998 0.47% $1.68 $23.5

6. SuggesEons
SuggesEon 1: In this campaign we can change the image of the campaign B and also the
headline and descrip=on for the same campaign, so that we can evaluate
the result in much bePer sense, that which campaign is doing good and
which is not.
SuggesEon 2: It’s a good idea to pause the ad which is not performing well i.e. campaign
B and keep the bePer ad i.e. campaign A. Then create a new ad with different
and eye catching headlines and descrip=on.
SuggesEon 3: Here are few things to keep in mind :
• Pause keywords with high CPC
• Expand the list of keywords with keywords similar to the best performing keywords.
We can make campaign more efficient by op=mizing our keyword list. The most important
strategies are adding long tail keywords and pausing the expensive keywords.

7. Part 2: Evaluate a Display Video Campaign

8. Calculate the ROI
CreaEve Clicks IMP CTR Avg
CPC
Cost Conversion
Rate
#New
Student
CPA ROI
Campaig
n Result
1892 157,517 1.20% $0.03 $825.6
1
0.2% 4 206 372
The campaign had posi=ve ROI of $372

9. Which Ad Group Performed BeQer
CreaEve Clicks Imp CTR Avg
CPC
Cost Conv.
Rate
#New
Student
CPA ROI
Campaign A 453 54,312 0.83% $0.64 $290.21 0.2% 1 290 9
Campaign B 1439 103,205 1.39% $0.34 $535.40 0.2% 3 178 363
Here campaign B performed bePer than campaign A, because campaign B includes long tail
keyword and as previously analyzed, long tail keyword always works bePer in comparison
to head keywords. As we can see that the campaign B had a posi=ve ROI of $363, CPC is
also low i.e. $0.34 and as compared with campaign A, campaign B converted 3 new student
for DMND program.

10. Key campaign Results (Keywords)
Five keywords that worked well in the campaign:
• online marke=ng video
• ad adver=sement
• digital learning course
• course digital marke=ng
• seo
From the above five keywords, ad adver=sement as a keyword had performed well, as it
received total 510 clicks, CPC is $0.17, converted 1 new student and had a posi=ve ROI of $
214
The table in the next slide shows the best performed keywords in the campaign. These
keywords are best because they belong to the long tail keyword. These are best fit
keywords for the target customers who want to learn about digital marke=ng and who are
looking for the online digital marke=ng course.

11. Keywords Clicks Imp CTR Avg
CPC
Cost Conv.
Rate
#New
Student
CPA ROI
online
marke=ng
video
495 42440 1.17% $0.51 $253.23 0.2% 1 253 46
ad
adver=sem
ent
510 24172 2.11% $0.17 $85.58 0.2% 1 85 214
digital
learning
course
207 14198 1.46% $0.31 $64.99 0.2%
0 0 0
course
digital
marke=ng
106 8726 1.21% $0.43 $45.50 0.2%
0 0 0
seo
102 9197 1.11% $0.48 $48.81 0.2%
0 0 0

12. SuggesEons
SuggesEon 1: Here we can see that the campaign had posi=ve ROI. Here we can see
that the campaigns have generated many views, so this indicates that we
have probably touched many user who are at the very start of the
customer journey. There is a good chance that the campaign had an
effect and might convert in future, and it is not measured well by
looking at the clicks.
SuggesEon 2: I suggest to pause the campaign with short keywords list
“short trailer DM educa=on keywords” and run the another effec=ve
campaign with long keywords. The best idea for effec=ve campaign is to
pause the campaign with high CPC.
SuggesEon 3: In this campaign we can see that the campaign which includes long tail
keywords, show a good result and in the same side campaign A with
short keywords list did not perform well, so in this situa=on we can
pause the keywords with high CPC and expand the list of keywords with
keywords similar to the best performing keywords.

13. Part 3: Results, Analysis and
RecommendaEons

14. u Would you focus on certain Ad Groups, Ads or Keywords?
Yes definitely I will focus on Ads and keywords because to make the campaign effec=ve
and successful I will focus more on crea=ng an ad with different and eye catching
headlines and descrip=on. I will choose the appropriate image for my campaign which
will show what exactly target customer is expec=ng, when they click on the ad and get
what they are looking for in the landing page.
u Would you change any of your exisEng Ads or Keywords or add any new ones?
I will do few changes in keywords list. While running a campaign with short keywords list
and with high CPC, I will pause the campaign and will add more aPrac=ve and effec=ve
long tail keywords with low CPC. It is very important to op=mize the keyword list to get
the bePer result from the campaign.
u Would you set up an A/B test, and if so, how would you go about it?
To do a proper AB test I will choose two ad group with different headline , descrip=on,
image or video and keyword list, so that in future if I want to evaluate the result, it
becomes more easier for me to evaluate the result, and at that =me I can take a proper
decision that which campaign I have to pause or the campaign need some changes and
which one I am going to con=nue with.

15. u Would you make changes to the landing page, and if so, what kind of changes and
why?
Landing page is the main part of any campaign. It should be very clear to your target
customer that what your ad contains and if they click on the ad they get what they were
expec=ng. So, for the landing page I will choose the image which define what we are
offering and also the content of the landing page. It should be not lengthy and confusing,
so try to make a readable and short content with full informa=on.