Evaluation of display ad campaign -Keyword analysis, campaign optimization, ROI Calculation

1. Project 6: Evaluate a Display Ad Campaign

2. Part 1: Evaluate a Display Image
Campaign

3. Display Image Campaign: Overall Results

4. Results: ROI Calculation
Highlight Key Results
Campaign resulted in 1973 clicks in 282066 impressions.
Total number of students enrolled is (1973*0.2)/100=3.946 =4 students
The overall ROI of the campaign is
(299 profit - $218.1275 CPA)* 4 # of sign ups) = $324, which is positive.
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1973 282,066 0.70% $0.44
Cost Conversion Rate # New Students CPA ROI +/-
$872.51 0.2% 3.946(4) $218.1275 $324(+)

5. Display Image Campaign: Ad Results
A
B

6. Which Ad Group Performed Better?
Creative A outperformed Creative B having more number of clicks and slightly high CTR & Avg.CPC.
There is a huge difference in the cost distributed among the two ad creatives at the end of the
campaign. Better performance of the Creative A may be due to eye catching ad image. Where as ad
image of the Creative B doesn’t excatly match with the Ad headline and descrition.
Creative Clicks Impressions CTR Avg CPC Cost
Conversion
Rate
# of New
Students
CPA ROI +/-
Creative - A 1531 216,199 0.71% $0.45 $686.27
.2%
3.062(3) $228.76 $210.72
Creative - B 442 65,867 0.67% $0.42 $186.24
.2%
0.88(1) $186.24 $112.76

7. Display Image Campaign: Keywords

8. Keyword Clicks Impressions CTR Avg CPC Cost
1 marketing online 236 20750 1.14% 0.5 $118.64
2 online marketing course 226 38259 0.59% 0.28 $63
3 digital marketing training 57 8224 0.69% 0.54 $30.75
4 marketing courses 19 1999 0.95% 0.27 $5.14
5 marketing careers 14 2998 0.47% 1.68 $23.5
Keyword results
1. Marketing online keyword performed good having 236 clicks in 20750 impressions.
2. Avg.CPC is less for the marketing courses is $0.27 which is the best among all keywords.
3. The keywords which had more number of impressions was online marketing course. But the
CTR for this is very less.

9. How would you optimize this campaign?
Suggestion 1- A/B testing performed having the same ad descrition with different images clearly says
that Creative A is performing well than Creative B. Possible way to improve the performance of the
ads was to pause the ad which is not well performing.
Suggestion 2 - It might also be a good idea to change to the Ad descrition/Ad image and try further
A/B testing to optimize the better performing Ad.
Suggestion 3 –Pausing the Keywords which fetching zero results would be the best idea. It is also a
good idea to build the keyword list having the long tail keywords which helps in specific targeting.
This is because the existing keylist is the list of head keywords which are resulting in the broad
targeting.

10. Part 2: Evaluate a Display Video
Campaign

11. Display Video Campaign: Overall Results

12. Results: Calculate the ROI
Creative Clicks Impressions CTR Avg CPC
Campaign Results 1892 157517 1.20% $0.44
Cost Conversion Rate # New Students CPA ROI +/-
$825.61 0.2% 3.784(4) $206.40 370.4(+)
Overall ROI is
$370, which is
positive

13. Display Video Campaign: Ad Results
B
A
Campaign A - Short Keyword List
Campaign B - Large Keyword List

14. Which Ad Group Performed Better?
It is observed that camping B performed best yielding a 1439 clicks is much higher than campaign B.
This might be due to the large number of keywords included. Having such large keyword list
performance of the campaign B could have been much better.
Creative Clicks
Impressio
ns
CTR Avg CPC Cost
Conversion
Rate
# New
Student
CPA ROI +/-
Campaign A 453 54,312 0.83% $0.64 $290.21
.2%
0.906(1) $290.21 $8.79(+)
Campaign B 1439 103,205 1.39% $0.37 $535.40
.2%
2.878(3) $178.46 $40.18(+)

15. Display Video Campaign: Keywords

16. ● Ad advertisement
● Online marketing video
● Digital learning courses
● Business training course
● Course digital marketing
● SEO
Best performing keyword from the results is “ad advertisement” Because it received
the highest number of clicks(510) having 24172 impressions. This resulted in the Avg
CPC of $0.17 which is actually a very good result.
Key Campaign Results (Keywords)

17. Keyword Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on Rate
CPA
# New
Students
ROI +/-
Ad
advertisement
510 24172 2.11% $0.17 $85.58
.2%
$85.58 1(1.02) 213.42 (+)
Online
marketing
video
495 42440 1.17% $0.51 $253.23
.2%
$253.23 1(0.99) 45.77(+)
Digital
learning
courses
207 14198 1.46% $0.31 $64.99
.2%
0 (0)0.414 0
Business
training
course
163 17437 0.93% $0.63 $103.43
.2%
0 0(0.326) 0
Course
digital
marketing
106 8726 1.21% $0.43 $45.50
.2%
0 0(0.212) 0
SEO 102 9197 1.11% $0.48 $48.81 .2% 0 0(0.204) 0

18. How would you optimize this campaign?
Suggestion 1:There are about 935 keywords included in the list which really a huge list. This list
results in the broad targeting with which we might end up showing our ad to the people who are not
really interested in it. This may leads to the high cost for the campaign. I could see that out of 935
keywords, only 179 keywords have got the impressions.
Suggestion 2: It is always a good idea to pause the keywords which are performing worst. Or
rebuilding the list is also advisible.
Suggestion 3: Results of the campign shows the wider reach but the less number of clicks. This
means Campaign has done the justice to the customer journey part. With this result analysis there is
a possibility of conversion in the future, so that we can give it a second chance to run the campaign
again.

19. Part 3: Results, Analysis and
Recommendations

20. Recommendations for future campaigns
●Focusing on the Ad groups, ads and keywords is most important. It is good practice to have a set of
ads in the adgroup, list of keywords added to the ads.
●A/B is the best way to optimize the campaigns and get the better results. This would help the
marketer to understand the customer behaviour and also the ad performance.
●I would defenitely concentrate on editing the keyword list. Keeping an eye more on long tail
keywords would be the recommendation.
●Landing page takes the customer to the page where are keen interested in. Designing the landing
page in a way the customer understands where exactly they are taken to after clicking on the ad
play the pivotal part of the campaign.