Project 6

Evaluate a Display Ad Campaign

Assumptions
Marketing Objective: You are running an advertising campaign with
the goal of signing up students for the Digital Marketing Nanodegree

Cost: The cost of the degree is $999

Profit: For the purpose of this assignment, assume a profit margin of

30%, meaning that Udacity makes $299 in profit per student that signs
up.

Campaigns: We want to aggressively grow the program, but, we want

to do it without losing money. We ran two different advertising
campaigns. One was a display advertising campaign, one a video
advertising campaign.
Formulas:
Conversion Assumption: 0.2% Conversion via Landing page

Calculating #of Sign Ups: Clicks to the landing page *0.002 = # of Student
Sign Ups

Note: Please round to the nearest whole number

CPA: Cost of Campaign/# sign ups = CPA

Note: Please round to the nearest cent

ROI: [(299 Profit) - CPA] * # of Student Sign Ups = ROI

 Part 1
Evaluate a Display Image Campaign
 Creative Clicks Impressions CTR Avg. CPC

Display Image 1973 282,066 0.70% $0.44

Conversion # New
Cost CPA ROI +/-
Rate Students

$872.51 0.2% 4 $218.13 $323.48

 Creative A out performed
creative B with more clicks
that led to more conversions.
Also had a higher ROI than
creative B, even though B had
a lower CPA for its one sign up.

Creative Clicks Impressions CTR Avg. CPC

A 1531 216,199 0.71% $0.45

B 442 65,867 0.67% $0.42

Cost Conversion # New CPA ROI +/-

Rate Students
$686.27 0.2% 3 $228.75 $210.75

$186.24 0.2% 1 $186.24 $112.76

 Keyword Clicks Impressions CTR Avg. CPC Cost

Marketing
236 20750 1.14% $0.50 $118.64
Online

Online
Marketing 226 38259 0.59% $0.28 $63.00
Course
Digital
Marketing 57 8224 0.69% $0.54 $30.75
Training
Marketing
19 1999 0.95% $0.27 $5.14
Courses

Marketing
14 2998 0.47% $1.68 $23.50
Careers
From a cost standpoint, although “Marketing Online” had more clicks, the real winner is clearly
“Online Marketing Course” with the lower CPC. But from a conversion standpoint “Marketing
Online” has much better CTR and in the long run will probably convert more new students.
Suggestions to Improve Campaign
1. I would change out the creative for B and add a photo with people
learning with each other. My assumption is that creative A is converting
better based on its image.

2. I would pause all of the other Keywords on the list that were not
performing.

3. I noticed the keyword list lacked branded keywords. After pausing all of
the ones that were not performing, I would go and do another keyword
search and find a mix of branded and non-branded keywords to try out
in addition to the ones from this campaign that performed well.

4. Maybe change out the text on the ad to see if something else might
convert better.
 Part 2
Evaluate a Display Video Campaign
Creative Clicks Impressions CTR Avg. CPC

Campaign
1892 157,517 1.20% $0.44
Results

Conversion # New
Cost CPA ROI +/-
Rate Students

$825.61 0.2% 4 $206.40 $370.40

Creative B converted better and returned a positive ROI of $361.59, judging solely on the Ad group
description, I will assume it has to do with the large keyword list associated with the ad.

Creative Clicks Impressions CTR Avg. CPC

A 453 54,312 0.83% $0.64

B 1439 103,205 1.39% $0.37

Cost Conversion # New CPA ROI +/-

Rate Students
$290.21 0.2% 1 $290.21 $8.79

$535.40 0.2% 3 $178.47 $361.59

 Avg. Conv. #New +/-
Keyword Clicks Impressions CTR Cost CPA Students
CPC Rate ROI
ad
advertisement 510 24172 2.11% $0.17 $85.58 0.2% $85.58 1 $213.42

online
marketing
video
495 42440 1.17% $0.51 $253.23 0.2% $85.58 1 $45.77

digital
learning 207 14198 1.46% $0.31 $64.99 0.2% - 0 -$64.99
courses
BUSINESS
TRAINING 163 17437 0.93% $0.63 $103.43 0.2% - 0 -$103.43
COURSE

course
digital 106 8726 1.21% $0.43 $45.50 0.2% - 0 -$45.50
marketing

Best performing keyword was “ad advertisement,” with a

low CPC of $0.17 and positive ROI of $213.42!
Suggestions to Improve Campaign
1. Work to improve the educational keywords for ad A

2. Pause or dump all of the non performing keywords

down the list that are costing money but not
converting.

3. More branded keywords relevant to this school

and its competitor schools

4. Experiment with a different trailer cover photo /

start picture
 Part 3
Results, Analysis, and Recommendations
 If I Had Extra Budget, I Would…
1. Keep running creative A from my display image campaign. Duplicate the
ad and change the image to something with people in it, to test if that
makes any difference in conversions.

2. Keep running video ad B and merge the educational keywords and the
large keyword list into one choosing the top 5 that converted the best and
dumping the rest. I would then search for different mix of branded and non-
branded keywords to add to that list.

3. I would change the cover photo for the video ad A to see if it makes any
difference in conversions, but I would use all the same keywords I chose for
the new video ad B. Maybe even change the text associated with the ad.

4. I would experiment with running my video ad through YouTube on videos

that have similarities to what my school is teaching. Digital Marketing