Udacity DMND Project -5 [Run an Adwords Campaign] - Phase - 2 [Campaign Evaluation]

Pr oj ect-5 PART-2] RunanAdWor dsCampai gn [

Campai gnEval uat i on

Campai gnAppr oach Descr i pt i on,Mar ket i ngObj ect i ve&KPI

I NTROTOAL GORI THM i smyf r eec our s ea s s i gnedf ormyGoogl eAdWor dsCa mpa i gna ndt hepr ef er r eda udi enc el oc a t i onsa r eNEW ZEALAND &I RELAND whoc a nr ea da ndwr i t ei nE ngl i s h. OurDa i l ybudgetf ort hi sc a mpa i gni s15$a ndenha nc edc os tperc l i c kbi di s3$. L a ndi ngPa ge: ht t ps : / / www. uda c i t y . c om/ c our s e/ i nt r ot oa l gor i t hms c s 215 Ba s i c a l l y , I s egment edmyc a mpa i gni nt ot woa dgr oupst a r get i ngt wodi ffer enta udi enc eba s edont hec us t omerj our neya s • Awar enes ss t age • Des i r es t age I nt heAwar enes ss egment , I t a r get edl a r gea udi enc ewi t hmor ebr oa da ndgener i ck ey wor dst oma k ea wa r eoft hi sUda c i t y’ sf r eec our s e . I us edGoogl ek ey wor dpl a nnera ndMozk ey wor de x pl or ert ounder gomyk ey wor dr es ea r c hba s edonmyl a ndi ngpa gea ndpot ent i a l c us t omer . Ba s edont hea ds , I di s c ov er edmyhea dl i nea nddes c r i pt i ont obemor ebr oa da ndgener i cwi t hak eyi deat odi s pl a yt hi sc our s et obe opens our c e . I nt heDes i r es egment , I t a r get edmor es pec ica udi enc et hr oughbr a nda ndt ec hni c a l k ey wor dswhoa r el ook i ngf orpr ogr a mmi nga nd a l gor i t hm c our s es . I us edGoogl ek ey wor dpl a nnert ounder gomyk ey wor dr es ea r c hba s edonmypot ent i a l c us t omer. Pr i ma r yobj ec t i v eoft hi s f r eec our s ei st opr omot eRea c tNa nodegr ees oI ha v eus edf ewk ey wor dsr el a t edt ot hi sNa nodegr eePr ogr a m. Ba s edont hea ds , I di s c ov er ed myhea dl i nea nda dc opyt ot a r getpeopl ewhoa r es pec ic a l l yl ook i ngf ort hedes i gna nda na l y s i sofs oc i a l net wor ka l gor i t hmsc our s es . Mor eov er , I s pec iedmyURLpa t h( www. uda c i t y . c om/ F r ee_ c our s e) t oc l ea r l yi mpa r tt hea udi enc et ha tt hi sc our s ei sa nopens our c e .

Obj ect i ve ToCr eat eawar enessofUdaci t y’ s ReactNanodegr eePr ogr am t hr oughenr ol l mentoff r eecour se– I nt r ot oAl gor i t hms .Pr i mar yObj ect i vei st oachi eve10new enr ol l ment sasanout comeoft hi s campai gnwi t hadai l ybudgetof25$f or5days .

KeyPer f or manceI ndi cat or( KPI ) Pr i mar yKPIi snumberofconver si ons( i . e.Numberofnew enr ol l ment s)perdaybecausei thel pst o eval uat emymar ket i ngobj ect i ve.

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soci almedi aal gor i t hm onl i nesoci alnet wor kanal ysi s bestal gor i t hmscour se l ear nt owr i t eal gor i t hms kevi nbacongameal gor i t hm anal ysi sofal gor i t hms i nt r oduct i ont oal gor i t hms bestwayt ol ear nal gor i t hms l ear ni ngal gor i t hmsf orbegi nner s how t ol ear nal gor i t hmsonl i ne anal ysi sofsoci almedi a

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l ear nal gor i t hmsonl i ne al gor i t hm anddesi gnanal ysi scour ses f r eeonl i nel ear ni ngsi t es soci algr aphanal ysi s al gor i t hmsanddat ast r uct ur esonl i necour se how t obui l dasoci alnet wor kal gor i t hm soci alnet wor kal gor i t hms easywayt ol ear nal gor i t hms soci alnet wor kanal ysi si nt r oduct i on al gor i t hm onl i necour se soci alnet wor kdesi gnal gor i t hm soci almedi anet wor kanal ysi s

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udaci t y' si nt r ot oal gor i t hm udaci t yf r eecour ses i st heudaci t y' sal gor i t hmscour se wor t ht aki ng f r eeal gor i t hm cour seudaci t y al gor i t hmsf orgr aphscour ses udaci t yi nt r ot oal gor i t hm cour sef r ee udaci t y' si nt r ot oal gor i t hm cour se udaci t yi nt r ot oal gor i t hmsr evi ew udaci t yf r eecour sesonl i ne udaci t yal gor i t hms udaci t yf r eecour ser evi ew

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udaci t yr eactnanodegr ee i nt r ot oal gor i t hm udaci t ysyl l abus soci alnet wor kdesi gnal gor i t hm cour seudaci t y udaci t ysoci alnet wor kanal ysi s udaci t yal gor i t hmsvscour ser aal gor i t hms udaci t yapp Mi chaelLi t t manal gor i t hm cour ses udaci t yf orf r ee gr apht heor yandal gor i t hms al gor i t hmsi ngr apht heor y

• Unf or t unat el y ,myCampai gnr esul t sar enoti nposi t i veRet ur noni nvest mentbecausemyexpect edcostperl eadshoul dbel esst han12. 5$butmyCPLi s27. 97$ wi t h4conver si onsasanout comeoft hi scampai gn. Thi sgr aphcl ear l yshow how costperdayhasbeenspent .andcost / conver si onhasbeenal l ocat ed

• Conver si onr at esar el owert hanmyexpect edconv .r at eof24% , ourconver si on r at ei s6. 45per cent agewhi chcoul dhavebeeni mpr ovedbyopt i mi zi ngt hequal i t yof t hel andi ngpageandal i gni ngi twi t hourads . Thi sgr aphshowst her el at i onbet ween cl i cksandconver si onr at e.

• Aver ageCostpercl i cki s1. 80$whi chi s60% l esst hanourmaxi mum CPCbi dof3$. Thi sshowsgood qual i t yandhi ghr el evanceofouradsandl andi ngpage.Thegr aph showst hevar i at i onofCPCdur i ngt hecampai gnper i od. AD-GROUP

• Adgr oup2-Desi r e–I nt r ot oAl gor i t hm –New Zeal and&I r el andf oundt ohave hi ghestcl i ckt hr oughr at eof8. 05% andhi ghconver si onr at eof14. 29% becauset he adsandkeywor dssegment edf ort hi sadgr oupver yspeci f i ct oourt ar getcust omer . Thegr aphsshowst hevar i at i onofadgr oup’ sCTRandConver si onr at evar i at i on dur i ngourcampai gnper i od.Mor eover ,adswhi char emor eexactf orouraudi enceat desi r est ageandi naddi t i onuseofmor ebr andedkeywor dsar et her easonf orhi gh per f or mance. Keywor ds-udaci t yf r eecour seonl i ne,udaci t yf r eecour sesf oundt o havehi ghCTRandconver si onr at e.

• BasedonCPCandAver ageposi t i on,t hekeywor dswhi char ever ygener i candbr oadf oundt ohavehi ghcompet i t i on wi t hhi gherCPCandaver ageposi t i onbasedont hebi dandqual i t yscor e.Few suchkeywor dsar e f r eeonl i nel ear ni ngsi t es onl i nef r eecour sessi t es si t esf oronl i necour ses f r eeonl i necour seswebsi t es websi t ecour seonl i ne onl i necour sessi t es bestwebsi t esf oronl i necour ses anal ysi sofal gor i t hm al gor i t hm ofcomput er s ar ef oundt ohavehi ghercompet i t i onwi t haver ageCPCgr eat ert han2$.

• Basedonmypri mar yKPI ,keywor dssuchas Bestsi t esf oronl i necour ses udaci t yf r eecour sesonl i ne onl i necour sewebsi t ef r ee websi t ecour seonl i ne ar eper f or medwel lwi t hsuccessf ulconver si on.Butonot herhand,basedonCTRandCPCval ues, al gor i t hm onl i necour se Soci alnet wor ksal gor i t hms ar ef oundwi t hhi ghCTRof33. 33% andAver ageCPCval uel esst han1$

I faddi t i onalbudgetwoul dbepr ovi dedf ort hi scampai gn, f ol l owi ngwi l lbemyeval uat i on. - Yes .Iwoul df ocusonhi ghper f or mi ngAdgr oup( i . e.hi ghCTRandconver si onr at e)and opt i mi zei t sMaxi mum CPCBi dval uet oi ncr easei t sadr ank.I nmycaseAdgr oup–2 Desi r e–I nt r ot oal gor i t hm New Zeal and&I r el andwoul dbemyt ar getf orkeenopt i mi zat i onbot hbasedonBi dst r at egyandqual i t y . - Yes .Iwoul dpausepoorper f or mi ngAdsandkeywor ds .Mor eover ,Iwoul daddnew ads t omyawar enessadgr oupwhi chwoul dr esul ti nconver si ons .Al soIwoul daddf ew l ongt ai l keywor dswi t hbot hbr oadandspeci f i ckeywor ds . - Yes .Iwoul dper f or m aA/ Bt estf ormyt extadsont woel ement s 1)Headl i ne 2)Descr i pt i on whi chcoul dhel pmet odevi semyadsmor eat t r act i veandspeci f i ct omyaudi ence. - Pr obabl y ,Iwoul dl i ket o addashor tvi deoaboutt hecour seandaddf ew t est i moni al s onmyl andi ngpagewhi chwi l lr eal l ypl easesmycust omert oenr ol lt ot hi sf r eecour se.