The document provides an overview of an Adwords campaign for a Java programming course. It describes the campaign approach, objectives, and key performance indicators. Results are presented for two ad groups, ads, and keywords. The evaluation finds that the campaign exceeded budget and provides recommendations for future campaigns such as focusing on specific ad groups and keywords, testing ads through A/B testing, and optimizing landing pages.

1. Campaign Overview
Project 5: Run an Adwords Campaign (Part 1)

2. Campaign Approach
Descrip1on, Marke1ng Objec1ve and KPI

3. Descrip1on
I was assigned the following criteria to create a campaign :
Country: United Kingdom.
Course: Java Programming Basics for beginners.
Budget: The life budget is $75 and the daily budget of $15.
With the help of Google Adword I created the campaign. Adword makes thing simple
while creaNng a campaign in a proper format and it includes all essenNal opNons to
enhance the ad quality, that helps to improve the ranking of a parNcular ad campaign.
Talking about keyword strategy I am focusing on the people who are interested in learning
the basics about java programming. It’s a tough job to select the best and trendy long tail
keyword list but, Google keyword planner made my work easy, as it is the best tool to find
out the trendy keyword list.
Ad copy is the crucial part of any campaign, I chose short and quality content for my ad
campaign because that’s the main aSracNon point why people will click on the ad. Before
creaNng ad copy, I kept in my mind who is my target audience and what they are looking
for in the search engine, that made my work easy to create an effecNve ad copy.

4. Marke1ng Objec1ve:
To collect 25 leads and 5 conversion with a lifeNme budget of $75 and per day
budget $15, as I put the default CPC (Cost Per Click) $3.00.
KPI:
• The number of leads collected.
• Number of conversions.
• Is everything done with in the budget or not.
• Is there any need to change the default CPC or not.

5. Ad Groups
Ads and Keywords

6. Ad Group #1(Awareness): Ads & Keywords lists

7. Keywords
• java training classes
• java lessons for beginners
• java coding classes
• how to learn core java
• how to learn java easily for beginners
• i want to learn java programming language
• easiest way to learn java
• how can i learn java programming
• java programming for beginners
• java programming free online course
• online free java programming course foe beginners
• free online course for java
• java programming help
• how to program in java for beginners
• java development for beginners

8. Keywords (con1nued)
• list of java programs for beginners
• easy java programs for beginners
• java programming tutorial
• java language tutorial
• java lessons
• java programming lessons
• learn java programming language
• java programming language tutorial
• how to learn java programming language
• java lessons online
• learn java tutorial
• java development free tutorial
• java applicaNon free tutorial
• basic java programming tutorial

9. Ad Group #2(Interest): Ads and Keywords lists

10. Keywords
learn java developer
advanced java programming
learn java programming for beginners
java programming for dummies
core java programs
how to learn java fast
best java tutorial
how to learn java language
java tutorial for beginners with examples
java learning sites
java programming language for beginners
core java tutorial for beginners
core java for beginners

11. Keywords (con1nued)
learn java for android development
where to learn java
java study
how to learn java programming language for beginners
java learning websites
how to start learning java
java book
how to learn java programming easily
learn core java online
how to learn java quickly
java programming language course
i want to learn java
java for developers
study java online

12. Campaign Evalua1on
Result, Analysis and Recommenda1ons

13. Key Campaign Results (Campaign and Ad Groups)
Ad Group Max.
CPC
Bid
Impr. Clicks CTR Avg.
CPC
Conv. CR Cost
per
Conv.
Cost
Java
Programming
for
Beginners(Awar
eness)
$3.00 1,041 33 3.17% $1.59 3.00 9.09% $17.53 $52.59
Java
Programming
Basics (Interest)
$3.00 1,182 38 3.21% $0.98 1.00 2.63% $37.40 $37.40
Total 2,223 71 3.19% $1.27 4.00 5.63% $22.50 $89.99

14. Key Campaign Results (Ads)
Ads Clicks CTR Avg. CPC Conversion CR Cost Per
Conv.
Java Programming free
course-Join Now
(Awareness)
0 0.00% $0.00 0 0.00% $0.00
Java for Beginners- Udacity
Free Online Course
33 3.33% $1.59 3 9.09% $17.53
Learn Java Programming
Basics- Udacity Free Online
Course
16 3.12% $1.01 0 0.00% $16.12
Java Programming Basics-
Start free online course
today
22 3.29% $0.97 1 4.55% $21.28

15. Key Campaign Results (Keywords)
Keywords Click CTR Avg. CPC Conversion CR Cost per
Conv.
Basic java
Programming tutorial
1 4.00% $1.61 1 100.00% $1.61
Java programming
free online course
3 15.00
%
$1.10 1 33.33% $3.30
How can I learn java
programming
6 5.36% $2.00 1 16.67% $12.00

16. Campaign Evalua1on
u Did your campaign result in a posiNve ROI?
My life Nme budget was $75 and the campaign cost went up to $89.99. It’s seems that I
need to focus on using more efficient keywords and remove all the keywords that cost a lot
so, that will help me to achieve a posiNve ROI.
u Was the conversion rate higher or lower than expected?
The conversion rate is moderate, as I had expected 5 conversion, I have achieved 4
conversions for my ad campaign.
u How much did you have to spend per click? How close did you get to your Max. CPC bid?
I spent $3.00 cost per click and got Max. CPC bid of $1.59.
u Which ad group, ads and keywords led to the highest click through and conversion rate
and why might that have been the case?
The awareness ad group performed well, the reason why it performed well was the
keywords included in it. The long tail keywords always performed well, so that’s why this
ad group led to the highest click through and conversion rate.

17. u Looking at the cost per click and the average posiNon of your ad group, can you infer
which kind of keywords are subject to higher compeNNon in Adwords?
Looking at the cost per click and the average posiNon of my ad group, I observed that the
long tail keywords are subject to higher compeNNon in Adword.
u Which keyword performed best for you and why might have been the case?
As per my analysis the keyword “java programming free online course” performed well and
have a posiNve impact on target customer, This keyword performed well because it belongs
to the long tail keyword, and as we have learned before that long tail keyword works
beSer than head keywords.

18. Recommenda1ons for Future Campaigns

19. u Would you focus on certain Ad Groups, Ads or Keywords?
Yes definitely I will focus on Ads and keywords because to make the campaign effecNve
and successful I will focus more on creaNng an ad with different and eye catching
headlines and descripNon. I will choose the appropriate content for my campaign which
will show what exactly target customer is expecNng, when they click on the ad and get
what they are looking for in the landing page.
u Would you change any of your exis1ng Ads or Keywords or add any new ones?
I will do few changes in keywords list. While running a campaign with short keywords list
and with high CPC, I will pause the campaign and will add more aSracNve and effecNve
long tail keywords with low CPC. It is very important to opNmize the keyword list to get
the beSer result from the campaign.
u Would you set up an A/B test, and if so, how would you go about it?
To do a proper AB test I will choose two ad group with different headline , descripNon
and keyword list, so that in future if I want to evaluate the result, it becomes more easier
for me to evaluate the result, and at that Nme I can take a proper decision that which
campaign I have to pause or the campaign need some changes and which one I am going
to conNnue with.

20. u Would you make changes to the landing page, and if so, what kind of changes and
why?
Landing page is the main part of any campaign. It should be very clear to your target
customer that what your ad contains and if they click on the ad they get what they were
expecNng. So, for the landing page I will choose the image or video which define what we
are offering and also the content of the landing page. It should be not lengthy and
confusing, so try to make a readable and short content with full informaNon.

21. Appendix
Screenshots for Reference

22. Ad Group

23. Ads

24. Keywords