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Google Display Network Ad Evaluations
- 1. Evaluation of Display Ad Campaign Jasmine S. Torres
- 2. The primary KPI will be the number of visitors who convert to paying students. Marketing Objective Primary KPI Run an advertising campaign with the goal of signing up students for the Digital Marketing Nanodegree Program.
- 3. Campaign A: Display Ad Campaign B: Video Ad Assumptions Campaigns Cost of Program: $999.00 Profit: Profit Margin of 30%, thus each student that signs up results in a $299 profit.
- 4. Display Image Campaign ------------ Affinity Audience: Business Professionals & Social Media Enthusiasts
- 5. Overall Results and ROI Ad Group Clicks Impressions CTR Avg CPC Affinity Audience 1,243 200,957 0.62% $0.36 Cost Conversion Rate # New Students CPA ROI +/- $448.95 0.2% 2 $224.48 $149.04
- 6. Recommendations Currently the affinity audience is geared towards business professionals and social media enthusiasts. I believe these can be narrowed even further by creating a custom affinity audience that creates a more defined focus on business professionals and career changers looking specifically for digital marketing courses. • Include a CTA in the ad itself • I would target the business professionals who are already marketers but need to add digital marketing to their resume and include business professionals who want to move from say, HR to digital marketing. • I would use a list of keywords that were specific to courses in digital marketing, sem, seo , ppc etc and include Udacity URLs, competitor URLs, that would further narrow down the audience to those who were looking for an online course. • I would change the text to focus on the aspects of the program itself, something like “Develop the digital marketing skills you need by running live campaigns and evaluating for success” or “work on campaigns developed with industry giants, Hubspot, Moz and Google” or “run live campaigns using tools that everyday digital marketers use, like, SEMRush, MozPro, and Think with Google Tools. • I would change the imagery to that of a business professional, early to mid-thirties look. • In the first ad group, I would A/B test the ad with the image of a business man or woman getting a promotion vs a business man or woman getting a certificate to see which ad has a bigger impact. • You could take the above a step further and run second ad group that took into account the gender of the previous ad group and run a group against the previous ad.
- 7. Display Image Campaign ------------ Site Targeting (Placement): Includes Digital Marketing Partner Landing Pages
- 8. Overall Results and ROI Ad Group Clicks Impressions CTR Avg CPC Placements 407 67,833 .6% $.57 Cost Conversion Rate # New Students CPA ROI +/- $231.99 .2% 1 $231.99 $67
- 9. Recommendations There are several changes that can be made to create more interest to click on the ad. • Keep the copy the same, except A/B test the ad of Anke against a second ad with an image of a student graduating and or in graduation attire. • Keep the copy the same, but instead of just “Launch Your New Career” change the text to “Launch Your Digital Marketing Career”. “Digital Marketer” is mentioned in the quote but it’s not large enough to really tell the visitor what the ad is all about. • Keep the quote and Anka’s image but move the “Enroll Today” button to the right corner bottom of the ad instead of just using a generic arrow button. A/B test the new version against the old version to see which performs better.
- 10. Display Image Campaign ------------ Landing Page Conversions
- 11. Overall Results and ROI Ad Group Clicks Impressions CTR Avg CPC Landing Page Conversions 670 109,994 .61% $.35 Cost Conversion Rate # New Students CPA ROI +/- $234.50 .2% 1 $234.50 $64.50
- 12. Recommendations RECOMMENDATIONS: There are several changes that can be made to create more interest to click on the ad. • Keep all the copy the same, except make the website URL larger, more prominent, as it’s too small to read. Then A/B test the ad against itself now that the URL is larger. • Move “Become a Digital Marketer” to the top left of the ad. People read left to right but also in this case, this frees up the image space so we can see the girl working on her laptop. • Add a prominent call-to-action, either in the text below “Launch Your New Career” or place the call-to-action in the area where “launch your new career” is. Right now there is no call-to-action to the user. • Make the circle and symbol icon a different color and A/B test against itself. • Change the image to that of a group of students and A/B test against the original creative.
- 13. Analysis and Overall Recommendations
- 14. Analysis ANALYSIS: • Ad One performed the best out of all three ads. • Clicks, Impressions and CTR outranked the other two ads. • CPC was a cent more than the final ad; however, a penny difference in the over all schema does not detract from its performance. • This ad generated 2 students with a positive ROI of a little more than double of the other two ads. However, with all the above being said, the campaign may have been positive in the end but I would not call it a success. The ROI that was returned was less than the profit that is made on one student so there is more work that can be done to make the Ad One campaign successful.
- 15. Future Recommendations Future Recommendations: • Ad One definitely performed the best overall, I would continue to run an “Affinity Audience” campaign but make the adjustments as mentioned in slide 6. • Ad Three performed well in CTR so it seems that people were interested but didn’t convert at the landing page. • I would recommend either re-designing the Landing Page and/or make the adjustments outlined in slide 12. • In addition, I would create an ad group that was more direct in it’s promotion as course. Perhaps users assumed the class was free and need further instruction that it’s a paid course. • An A/B test of Ad Three with and without mention of it being a paid course would give a better metric of what users think they’re getting vs users knowing what they’re getting. • With more budget, I would definitely split test more across Ad One and Ad Two and create more Ad Groups that use differing images, color scheme and text. • Ad Two - I would re-think the placements strategy for Ad Two. Perhaps the digital marketing partnerships are too “crowded” with ads that are similar to Udacity. Perhaps, hand picking the sites to place on would be better. • I would also re-do the ad itself, focusing on students and or professionals who have launched a new career and test that against Anke’s quote that people can launch new careers. A real life story may have bigger impact.