The campaign aimed to generate leads for Udacity's web accessibility course in the UK. Two ad groups targeted different purchase cycle stages: Awareness and Action. The Awareness group sought interested learners, while Action targeted decided learners. The campaign fell short of its 35 visitor goal but saw positive ROI and reasonable 12.5% conversion rate. Top performers were the Awareness group and its ad targeting "Learn development online", suggesting to focus future efforts there. Recommendations include longer A/B testing, additional ads, changed underperforming keywords, and higher bids on converting keywords.

1. Campaign Evaluation
Project 5: Run an AdWords Campaign (Part 2)

2. Campaign Approach
Description, Marketing Objective & KPI

3. Approach Description
The campaign’s goal was to generate leads to Udacity’s Web Application Accessibility course
landing page in the UK. My approach was to create two Ad Groups ( Awareness and Action Stages)
to target different groups in the purchasing cycle and analyze which stage of the cycle we should
focus our resources.
My objective in Awareness Stage Ad Group was to generate interest for those who are looking to
learn a new skill but still did not decide which one to learn. As for the second Ad Group, it was
intended to lead users who already decided to learn how to make web apps accessible but did not
decide with which organization.
The ads and keywords were structured to generate awareness and convince people to choose
Udacity’s course. For instance, the words Learn More and Free Course were used in Awareness
Stage adds to entice people to visit the website and learn more about the course and the new skills
they could learn. The source of the Keywords was AdWords Keywords planner and they were
selected based on their relevancy and estimated reach.

4. Marketing Objective & KPI
Marketing Objective: Lead 35 visitors to the landing page within 5 days in the
UK
KPI: Number of clicks recorded within 5 days in the UK

5. Ad Groups
Ads and Keywords

6. Awareness Stage – Ad Group
Keyword List:
website design course fees, web design certificate programs, free web design training, learn
development online, best online training websites, web page design school, web accessibility standards
and guidelines, best program for web development, online design classes, web accessibility tools for
disabled, web development courses near me, web programming online, web content accessibility, web
designing course list, learn web page design, professional web design course, website building training,
web technology course, web editing course, learning web development where to start, website design
lessons

7. Action Stage – Ad Group
Keyword List:
online web design programs, it website design, learn complete web development from scratch,
professional web design, web design classes online free, online design classes, free web design
classes, website development course online free, web engineering, web development qualifications, e
learning web design, web application training, web graphic designer, online web design certificate
programs, free web design training, best online web development program, website development,
business, learn web page design

8. Campaign Evaluation
Results, Analysis and Recommendations

9. Key Campaign Results (Campaign & Ad Groups)
Ad Group
Max.
CPC Bid
Impr. Clicks CTR
Avg. Cost
per Click
Conversion
s
Conversio
n Rate
Cost per
Conversion
Cost
Awareness
Stage
$3.00 697 14 2.01% $2.23 2 14.29% $15.58 $31.16
Action Stage $3.00 843 10 1.19% $2.99 1 10% $29.92 $29.92
Total 1,540 24 1.56% $2.54 3 12.50% $20.36 $61.08

10. Key Campaign Results (Ads)
Ad Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Awereness Stage, Ad 1 13 2.21% $2.05 2 15.38% $13.34
Awareness Stage, Ad 2 1 0.91% $4.49 0 0% 0
Action Stage, Ad 1 1 1.39% $2.95 1 11.11% $26.52
Action Stage, Ad 2 9 0.51% $3.40 0 0% 0

11. Key Campaign Results (Keywords)
The 3 listed keywords were selected based on the number of visitors (clicks) they generated. My
decision was based on the marketing objective I have chosen before launching the campaign.
Keyword Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Learn development
Online
10 3.23% $2.00 1 10% $19.99
Website Development
Online
3 3.03% $2.29 0 0% $0
Web Graphic Designer 3 3.00% $3.01 1 33.33% $9.02

12. Campaign Evaluation – Part 1
Ad Group CPA ROI
Awareness Stage $15.58 + $52.21
Action Stage $29.92 + $30.08
● Both Ad Groups have resulted in positive ROI as shown in the below table.
Despite 3 conversions ( sign ups) and 24 visitors (clicks), the marketing
objective was not met since I needed 35 visitors within 5 days. However,
the numbers are encouraging as people in the UK have shown interest in
the course.
● I believe the conversion rate (12.5%) is reasonable since I only had 5 days
to promote the course. I think a rate of 15% would have been more ideal.
Nevertheless, the aim was to generate 35 visits and I fell short of 11 visits
which I believe could have been easily attained

13. Campaign Evaluation – Part 2
● My CPC bid was $3.00 per ad however, throughout the campaign I spend
a total Avg CPC of $2.54. If we evaluate each ad, we can deduce that in 2
out of the 4 ads, I spent more than $3, as in the second ads of the
Awareness and Action Ad Groups the Avg CPC was $4.49 and $3.40
respectively.
● Based on the result collected during the campaign, the Awareness Stage
Ad Group was the best performer in terms of CTR ( 2.01%), Clicks (14) and
Conversions (2). As for the Ads, Awareness Stage Ad 1 had the highest CTR
2.21%, 13 clicks, and Conversions 2 among all four ads.
● Concerning the Keywords, “Learn Development Online” generated the
most clicks (13) meaning the most visits to the landing page which is
aligned with my marketing objective as well as the highest CTR 3.23%
among all keywords

14. Campaign Evaluation – Part 3
● If we look at the Max CPC, I believe the Long tail Keywords faced the most
competition during my campaign period. My initial bid was $3 for each
keyword however, I had to increase my bid 2 times during the 5 days to
stay competitive and at the end they did not generate any clicks.

15. Campaign Evaluation – Part 4
● The three listed keywords were the best performers during my campaign.
My objective was to generate visits to the landing page, hence, these
three keywords generated the most visits as well as 2/3 conversions were
from those keywords.
Keyword Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Learn development
Online
10 3.23% $2.00 1 10% $19.99
Website Development
Online
3 3.03% $2.29 0 0% $0
Web Graphic Designer 3 3.00% $3.01 1 33.33% $9.02

16. Recommendations
For the future, I believe I should A/B test for a more period of time to
understand what key elements of the campaign are performing and those
that are not. Also, I would create two extra Ads for each group and change
the title to see which ones attract the most clicks.
I would recommend to change the keywords that did not generate any clicks
or impressions with new ones as well as bid more on keywords that had
conversions and visits (Clicks)

17. Appendix
Screenshots for Reference

18. Ad Groups

19. Ads

20. Keywords