The Twitter campaign for Avicii from June 15th to August 14th 2013 resulted in over 7,000 impressions, nearly 1,400 clicks, and over 4,500 retweets for a total cost of $2,116. The CTR and CPI metrics were stable across re-grouped keywords with "Avicii" generating the most impressions by far compared to other keywords. The document recommends using a re-grouped keyword approach for future campaigns rather than the adgroup summaries, which showed highly fluctuating numbers.

1. RSM Assignment 3:
Twitter Campaign Results
15th June – 14th August 2013

2. Summary of Campaign Results
By official
adgroup
By regrouped keyword
Total Impressions Clicks Retweets Costs CTR% CPI CPC Conversion CPA
Campaign 7,321 1,377 4,547 2,116 18.8% 0.29 1.54 3.3 0.47
adgroup Impressions Clicks Retweets Costs CTR% CPI CPC Conversion CPA
Avicii 7,220 1,371 4,483 2,024 19.0% 0.28 1.48 3.3 0.45
Avicii Album 8 2 4 0 25.0% 0.04 0.15 2.0 0.08
Avicii Free 1 0 0 0 0.0% 0.00 0.00 0.0 0.00
Avicii Las 13 0 7 85 0.0% 6.56 0.00 0.0 12.19
Avicii New 49 1 34 1 2.0% 0.03 1.26 34.0 0.04
Download Avicii 23 2 16 4 8.7% 0.16 1.86 8.0 0.23
Music Avicii 7 1 3 1 14.3% 0.13 0.92 3.0 0.31
Grand Total 7,321 1,377 4,547 2,116 0 0.29 1.54 3.3 0.47
keyword2 keyword Impressions Clicks Retweets Costs CTR% CPI CPC Conversion CPA
avicii 6,579 1,238 4,080 1,711 18.8% 0.26 1.38 3.3 0.42
Avicii General 131 29 86 11 22.1% 0.08 0.37 3.0 0.13
Avicii Songs 246 45 153 125 18.3% 0.51 2.78 3.4 0.82
Avicii Setlists Streaming 134 29 78 28 21.6% 0.21 0.95 2.7 0.35
Avicii Download 43 8 26 4 18.6% 0.10 0.54 3.3 0.17
Avicii Tours 188 28 124 237 14.9% 1.26 8.48 4.4 1.91
Grand Total 7,321 1,377 4,547 2,116 18.8% 0.29 1.54 3.3 0.47

3. Summary of Campaign Results
 Avicii was by far the most popular keyword, far exceeding the
impressions for all the other keywords combined
Total Impressions Clicks Retweets Costs CTR% CPI CPC Conversion CPA
Campaign 7,321 1,377 4,547 2,116 18.8% 0.29 1.54 3.3 0.47

4. Summary of Campaign Results
Total Impressions Clicks Retweets Costs CTR% CPI CPC Conversion CPA
Campaign 7,321 1,377 4,547 2,116 18.8% 0.29 1.54 3.3 0.47
 CTR was stable across all re-grouped keywords

5. Summary of Campaign Results
 the campaign official “adgroup” summary results in very unrealistic and highly
fluctuating numbers for both indicators.
 As the re-grouped keywords that were used for this analysis showed much more stable
results, future runs of the campaign would better be run with a similar to ours
grouping of keywords
Total Impressions Clicks Retweets Costs CTR% CPI CPC Conversion CPA
Campaign 7,321 1,377 4,547 2,116 18.8% 0.29 1.54 3.3 0.47

6. Do get in touch at
angelina.teneva@gmail.com