Digital Marketing Project: AdWords Campaign Evaluation & Optimization

This project assesses an AdWords campaign, focusing on the evaluation of campaign results, analysis of key performance indicators (KPIs), and the formulation of recommendations for future campaigns. The project begins with a description of the campaign approach, including the campaign structure, keyword selection, and ad copy strategies, with a specific focus on a digital marketing campaign for Birchbox. It then outlines the marketing objectives and KPIs, such as increasing mobile conversions and website traffic. The project delves into the campaign's performance, presenting results for ad groups, ads, and keywords, including metrics like clicks, click-through rates (CTR), average cost per click, conversion rates, and cost per conversion. Based on these results, the project evaluates the campaign's success, considering ROI, conversion rates, and competition analysis. Finally, it offers recommendations for future campaigns, including strategies for budget allocation, ad optimization, A/B testing, and landing page improvements, to enhance overall campaign effectiveness.

Campaign Evaluation
Project 5: Run an AdWords Campaign (Par
2)

How to use this Template
● Make a copy of this Google Slide deck
(Google Drive Directions)
● We have provided these slides as a guide to ensure that
you submit all the required analysis to successfully
complete your project
● Don’t forget to delete this and all of the other example
slides before you submit your project
● Please note: For the first two sections, please copy your
slides from Part 1. This will give your reviewer a
complete picture.

Campaign Approach
Description, Marketing
Objective & KPI

1. Approach Description
● Description should be 250 words or less
● Brief explanation of how the student approached their campaign (e.g.
Campaign / Ad Group structure, choice of keywords, thoughts behind ad
copy)
● Must include assigned course and country / countries
The current digital marketing camping would be on Birchbox,
which is an online beauty retailer that provides a monthly
subscription of personalized samples, wanted to bring in new
subscribers and drive sales. The brand created video for
mobile and repurposing TV commercials to see who what
would perform better. In this context, they will create videos
for Lookalike Audiences of current subscribers on their
Facebook page.

2. Marketing Objective & KPI
1. What marketing objective do you aim to achieve with
your campaign?
2. What primary KPI are you going to track in your
campaign?
The marketing objective will be testing videos meant for
mobile versus repurposing TV commercials to see what
would perform better.
The KPI is anticipated is described below:
● 35% Increase in mobile conversions
● 70% increase in website traffic directly coming from
mobile
● Increasing the rate of users who tends to use mobile for
conversation.

Ad Groups
Ads and Keywords

Ad Group #1: Ads & Keyword Lists
● Students are required to create two Ad Groups
● Each ad group has to have 20 keywords
● Keywords selected should align with students’ stated approach
Copy slide from your
submission for Part 1 of
the Project

Ad Group #2: Ads & Keyword List
● Students are required to create two Ad Groups
● Each ad group has to have 20 keywords
● Keywords selected should align with students’ stated
approach
Copy slide from your
submission for Part 1 of
the Project

Campaign Evaluation
Results, Analysis and
Recommendations

Key Campaign Results (Campaign
& Ad Groups)
Present the results of your campaign and ad groups by completing
the table below.
Ad
Group
Max.
CPC
Bid
Impr. Click
s CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
Cost
Name
Name
Total

Key Campaign Results (Ads)
Present the results of your ads by completing the table below.
Ad Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
Ad
Group 1,
Ad 1
Ad
Group 1,
Ad 2
Ad
Group 2,
Ad 1
Ad
Group 2,
Ad 2

Key Campaign Results (Keywords)
Present the three keywords you consider most successful based on
your marketing objective.
Keyword Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.

Campaign Evaluation
Evaluate how successful your campaign was, given what your
Marketing Objective has been.
● 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):
○ Did your campaign result in a positive ROI?
○ Was the conversion rate higher or lower than expected?
○ How much did you have to spend per click? How close did you get to your max.
CPC bid?
○ Which ad group, ads and keywords led to the highest click through and
conversion rates and why might that have been the case?
○ Looking at the cost per click and the average position of your ad groups, can you
infer which kind of keywords are subject to higher competition in AdWords?
○ Which keywords performed best for you and why might that have been the
case?

Recommendations for future
campaigns
Imagine you had additional budget, how would you use it, given your
campaign evaluation?
● Feel free to use “bullet points” for your analysis and add as many slides
as you need.
● The following prompts can help you structure your answer:
○ Would you focus on certain Ad Groups, ads or keywords?
○ Would you change any of your existing ads or keywords or add any
new ones?
○ Would you set up an A/B test, and if so, how would you go about it?
○ Would you make changes to the landing page, and if so, what kind of
changes and why?

Appendix
Screenshots for Reference

Example: Ad Groups

Example: Ads

Example: Keywords