How to run Google Adwords campaign?

2. Campaign Approach
Description, Marketing
Objective, and KPI

3. Approach Description
Campaign Name: sowprajuly-18
Course: Introduction to Virtual Reality
Campaign Budget: $50
Daily Budget: $10
Location: India
Landing Page:
https://www.udacity.com/course/introduction-to-virtual-reality--ud1012
This campaign is to promote “Introduction to Virtual Reality” program in Udacity
for the duration of 5 days start from 4th September to 8th September. My
Allocated budget is $50 with daily budget of $10. My target country is India. My
keywords are framed for the audience who heard about virtual reality and who
wants build their career as virtual reality developer. My keywords are of head
keyword, long tail keyword branded and unbranded keyword. I’ve added few
suggested keyword of Google.
I’ve created two Ad groups, with two ads each. I plan to target audience of
Awareness Ad group
- Audience who search for free course
- Audience who wants to learn the concepts of virtual reality
Interest Ad group
- Audience who search for Virtual reality online program
- Audience who wants to start career as VR developer

4. Marketing Objective & KPI
1. What marketing objective do you aim to achieve with your campaign?
Collect 100 leads of Ad group 1( Awareness) and Ad group 2 (Interest) from
4th September to 8th September of budget $50
2. What primary KPI are you going to track in your campaign?
Number of leads collected at the end of 8th September

5. Ad Groups
Ads and Keywords

6. Ad Group #1: Ads & Keyword Lists
Keyword List:
Virtual reality, free course, 360 vr, free online course, programming lessons for
beginners, mobile vr, vr apps android, get free certificate online, how to study
online courses for free, vr education, virtual reality online course, udacity vr
nanodegree, unity tutorials for beginners, great vr education, best vr available,
samsung vr education, education vr content, unity online tutorial, vr free course,
virtual reality free course, open class online, vr video maker, 3d vr player, vr
headset coming out, what can i study online, study coding online, vr udacity

7. Copy slide from your submission
for Part 1 of the project
Ad Group #2: Ads & Keyword List
Keyword List
learn vr coding, 360 vr, student learn virtual reality, vr hardware,
learn vr programming, learn vr development, learn vr unity, learn
vr and ar, learn vr online, learn more about virtual reality, vr
display, vr learning environment, vr learning platform, vr learning
apps, vr meaning, virtual reality meaning, virtual reality
technology, virtual reality applications, vr technology, virtual
reality examples, ios vr apps, study vr ar, vr courses india, best vr
apps android, virtual reality projects, vr course udacity, udacity vr
developer nanodegree review, udacity vr viewer, udacity vr
nanodegree cost, udacity vr design, udacity vr nanodegree free,
udacity vr free course, deploy vr appliance

8. Campaign Evaluation
Results, Analysis and
Recommendations

9. Key Campaign Results (Campaign &
Ad Groups)
Results: Campaign and Ad Group
Ad
Group
Max.
CPC
Bid
Impr. Clicks CTR
Avg.
Cost
per
Click
Conv
.
CR
Cost
per
Conv.
Cost
India-VR1-
Awarenes
s
0.10 3539 245 6.92% 0.10 16.00 6.53% 1.54
$24.7
1
India-VR2-
Interest
0.10 4620 287 6.21% 0.09 22.00 7.67% 1.15
$25.2
8
Total 0.10 8159 532 6.52% $0.09 38.00
7.14
%
$1.32
$49.9
9

10. Key Campaign Results (Ads)
Results: Ads
Ad Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
India VR1
Awareness
310 5.85% $0.09 25 8.14% $0.68
India VR2
Awareness
7 3.70% $0.20 0 0% $0
India VR1
Interest
40 5.36% $0.13 3 2.44% $1.46
India VR2
Interest
15 13.27% $0.21 0 0% 0
Responsive Ad 160 7.02% $0.05 10 5.81% $1.85

11. Key Campaign Results (Keywords)
Three keywords most successful based on
marketing objective
Keyword Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
computer
tutorial
for
beginners
1
14.29
%
$0.08 1 100% $0.08
Software
developer
it classes
2 2.60% $0.05 2 100% $0.05
How to
study
online
classes
for free
1 20% $0.08 1 100% $0.08

12. ● Return on Investment
Budget = $50
Acquired lead = 38
Amount Spent = $49.99
Calculated ROI = ($15 * 38)/$49.99 = 11.4
Therefore ROI Positive.
● The marketing objective is to acquire 100 leads but the
conversion rate was lower than expected with budget $50
● Max CPC is $3.00, I spent $0.09 per click on average, the value
was 97% lower than the fixed maximum CPC
● Ad “Free Online Course|Virtual Reality|Udacity” created for
awareness received highest click and conversion. The reason
may be high performing keywords or the headline which gives
the detail of brand, what course, and the type of courses i.e.,
paid or free. The students who are looking for free course and
especially looking for “Virtual Reality” will immediately enroll or
atleast check out the details in Udacity.
Campaign Evaluation

13. ● Keyword with 100% conversion rate are “computer tutorial for
beginners”, “software developer classes”, “how to study online
courses for free”
● Keyword with highest click “coursera”, “course online education”
and ”free course”
● Keyword that best performed is “course online education”
because this keyword acquired highest clicks and conversions
with 81 clicks and 8 conversion
● As my campaign was not performing as expected, I created
Responsive Ad in the middle of my campaign to perform better
Contd..

14. Recommendations for future
campaigns
● Using the keyword planner and Ad preview diagnosis tool will
help better
- Replace the low performing keyword with high performing
keywords will increase
- Repetitive keywords will lead to confusion, replace repetitive
keyword with highly potential keyword
● Optimizing the high performing Ads, will lead to higher
conversion and also best usage of budget
● Changing the low performing Ad with new one
● Creating Responsive Ad in Google Adwords will lead to higher
conversion rate because the well performed combination of
headlines and text will be shown to shown to audience that
automatically increase the conversion and click. I did this in the
middle of the campaign and it helped my campaign to perform
better.
● Clear name given to Ad group and Ad will avoid confusion in later
stage
● Avoiding low performing cities(Chhattisgarh, Odisha, Kerala,
Uttarakhand, Haryana, Goa) will help to utilize the budget on
performing cities.

15. Appendix
Screenshots for
Reference

16. Ad Groups

17. Ads

18. Keywords