Muhammad Huzaifa

Campaign Approach Description, Marketing Objective, and KPI 1. Approach Description The campaign is based on promoting Udacity’s free online “Introduction to Machine Learning” course. The target audience is students of college students and higher education who have interest in computer science, technical education, and IT. My location for targeting is “United Kingdom”. I have written well precise ads copy so that targeting audience will have clear idea what really our ad is offering and the clicking it will satisfy them. I will write to provide an example of ad slide your copyCopy from one of thefrom ad copy down submission here; for Part 1 of the project “Sign up for Udacity's free online course on Introduction to Machine learning. 100% Free online course.” ● ASSIGNED CAMPAIGN :1- COURSE:- Introduction to Machine Learning 2- LOCATION:- United Kingdom 2. Marketing Objective & KPI 1. To get 20 new students signing up for free machine learning introductory course in a 5 day adwords’ search engine campaign. 2. Number of students signing up for the course. Ad Groups Ads and Keywords Ad Group #1: Ads & Keyword Lists AD 1 AD 2 KEYWORDS LIST:21 KEYWORDS Ad Group #2: Ads & Keyword List AD 1 Copy slide from your submission AD 2 for Part 1 of the project KEYWORDS LIST :20 KEYWORDS Campaign Evaluation Results, Analysis and Recommendations Key Campaign Results (Campaign & Ad Groups) Ad Group Generating leads for maching learning course:1 Generating leads for machine learning course :2 Total Max. CPC Bid Impr. $ 3.00 120 $ 3.00 1,422 1,542 Clicks CTR Avg. Cost per Click 1 0.83 % $ 2.87 30 2.11 % $ 2.40 2 6.67 % 2.01 % $ 2.42 2 6.45 % 31 Conv. CR Cost per Conv. Cost 0 0% $ 0.00 $ 2.87 $ 36.03 $ 72.0 2 $ 37.47 $ 74.94 Key Campaign Results (Ads) Present the results of your ads by completing the table below. Ad Clicks CTR Avg. Cost per Click Ad Group 1, Ad 1 0 0% - 0 0% $0 Ad Group 1, Ad 2 1 4.17 % $ 2.87 0 0% $0 Ad Group 2, Ad 1 5 1.29 % $ 2.23 0 0% $0 Ad Group 2, Ad 2 12 2.91 % $ 2.58 2 16.67 % $ 15.48 Conv. CR Cost per Conv. Key Campaign Results (Keywords) Present the three keywords you consider most successful based on your marketing objective. Keyword Clicks CTR Avg. Cost per Click Machine Learning 12 2% Study machine learning online 4 Best machine learning mooc 1 CR Cost per Conv. $ 2.52 1 8.33 % $ 30.22 16% $ 2.23 0 0% $0 11.11 % $2.96 100% $2.96 Conv. 1 Campaign Evaluation ● ● Feel free to use “bullet points” for your analysis and add as many slides as you need. The following questions can help structure your answer (also review Lesson 6 in the SEM course for some additional guidance): ○ The conversion rate was lower than expected. ○ The lower conversion rate has resulted in a negative ROI. ○ The average CPC was $ 2.48, which is very close to the applied max. CPC of $ 3. ○ The second AD Group “ Generating leads for machine learning course: 2” has led to the highest CTR and CR. This AD group contains more precise AD copies and some common keywords, having a greater impression. ○ The best performing AD is AD 2 of AD Group 2. The reason could be it’s headlines and ad copy relating much with the keywords. It’s ad copy also deliver a message of pursuing one’s desired career. ○ The keywords “Machine Learning” and “Best Machine Learning mooc” have achieved the highest CTR and CR. It is because they match much with the designed ADs and also they are more general with being a little specific. ● ● Keywords which are very much general and keywords which are very much specific has a higher competition to get good number of impressions. Such as a general keyword “machine learning online” has gotten only 17 impressions and so as the specific keyword “udacity machine learning” has gotten only 1 impression. The keywords “ Machine Learning”, “ Study Machine Learning Online”, and “Best machine learning mooc” have performed the best for this campaign, as they are neither too much general nor too much specific. Recommendations for future campaigns ● With an additional budget, an extra ad group should be placed with a much different headline and ad copy to get more results. ● More Keywords should be added to the list to have a chance of getting more impressions and CTR. ● The existing ads should have a more concise and specific message written in a better english. ● Keywords such as “Machine learning for students”, “ Machine learning for absolute beginners”, “ Latest machine learning course”, “Latest machine learning mooc, “latest machine learning online” etc should be added. ● Low performing keywords should be removed from the list. ● Keywords should be neither too general nor much specific. ● With some extra bucks, the campaign time should be increased to five more days for better results. Appendix Screenshots for Reference Ad Groups Ads Keywords