Display advertising project
- 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.