The campaign focused on generating leads and conversions for an HTML5 Canvas course in India with a $10 daily budget. The Interest ad group performed best with the highest click-through rate, but the overall conversion rate of 2.5% was lower than expected. The keyword "html" received the most clicks and highest conversion rate at 6.9%, while longer tail keywords faced more competition. For future campaigns, the author would focus on improving ad headlines and descriptions, testing new keywords, and enhancing the landing page with images or videos to better engage visitors.

1. Project 6 Part 2

2. Campaign Approach
Description, Marketing
Objective, and KPI

3. 1. Approach Description
I was assigned the following criteria a campaign :
Country :- India
Course : HTML5 Canvas for Beginners.
Budget : Daily Budget $10
With help of Google Adwords I created a campaign.
Adwords makes thing simple while creating a
campaign in proper format and it includes all
essential options to improve ad quality and it helps
me to improve of a particular ad campaign.
Talking to the keyword strategy I am focusing on the
people who are the intersted in learning the basics
about HTML5 Canvas. Actually it’s a tough job for
me select the right keywords, but Google keyword
plannner help me a lot about trending keywords
strategy.
Ad copy is the crucial part of my campaign I chose
short and quality content for my campaign, because
that is the main attraction point why people click on
my ads.

4. 2. Marketing Objective &
KPI
To collect leads and conversion with the budget $10
per day and I put the default CPC (cost per click) at
$3
KPI :
The number of leads and the number of conversion
collected.

5. Ad Groups
Ads and Keywords

6. Ads Group#1
Ads & Keywords list
html
html5
html tags
html5 tutorial
html5 template
unity game development course
html5 css and java script tutorial
canvas in html5
html5 multiple canvas
working with canvas
html5 development tutorial
create new javascript
html5 3d drawing
html5 canvas dom
draw canvas on canvas
html canvas image background
html canvas filter
html5 multiple canvas layers
mutiple canvas in html5
html5 canvas draw 3d

7. Ad Group #2:
Ads & Keyword List
unity game development course
html5 css and java script tutorial
canvas in html5
html5 multiple canvas
working with canvas
html5 development tutorial
create new javascript
html5 3d drawing
html5 canvas dom
draw canvas on canvas
html canvas image background
html canvas filter
html5 multiple canvas layers
mutiple canvas in html5
html5 canvas draw 3d

8. Campaign Evaluation
Results, Analysis and
Recommendations

9. 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. Clicks CTR
Avg.
Cost
per
Click
Con
v.
CR
Cost
per
Conv.
Cost
Interest $3 434 41 9.45% $0.40 0 0 $0
$16.5
9
Awarene
ss
$3 388 37 9.54% $0.83 2.0
5.4
1%
$15.
37
$30.7
3
Total 822 78 9.49% $0.61 2.0
2.5
6%
$23.
66
$47.3
2

10. Key Campaign Results
(Ads)
Present the results of your ads by completing the table
below.
Ad
Click
s
CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
Interest
Ad 1
15 5.98% $0.37 0.00 0.00% $0.00
Interest
Ad 2
29
11.69
%
$0.41 0.00 0.00% $0.00
Awareness,
Ad 1
7 9.59% $0.65 1.00
14.29
%
$4.58
Awareness,
Ad 2
31 8.45% $0.87 1.00 3.23% $26.87

11. 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.
html 29 8.68% $0.77 2.00 6.90% $11.14
html tags 6 9.84% $0.93 0.00 0.00% $0.00
html5
template
1 9.09% $2.88 0.00 0.00% $0.00

12. Campaign Evaluation
○ Did your campaign result in a positive ROI?
○ Ans :- Given daily budget for my project was $10/Day and I
need to keywords into considration use more efficiient
keywords and the keywords that cost a lot. So that it will
help me to achieve big ROI.
○ Was the conversion rate higher or lower than expected?
○ Ans :- I got total conversion rate 17.52% in 5 days, I think
lower than expected.
○ How much did you have to spend per click? How close did
you get to your max. CPC bid?
○ Ans :- I have spent $3 for CPC and got max CPC bid of
$0.83.
○ Which ad group, ads and keywords led to the highest click
through and conversion rates and why might that have been
the case?
○ Ans :- I got highest click on Interest Ads, because of
keywords included in it.
○ 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?
○ Ans :- I think Long tail keywords are subject to higher
competition in AdWords.
○ Which keywords performed best for you and why might that
have been the case?
○ Ans :- Best perfomed keyword ‘html’ Its very well
performed and impacts on the target audience.

13. Recommendations for
future campaigns
○ Would you focus on certain Ad Groups, ads or keywords?
○ Ans :- Yes, to run a successful campaign I will focus on Ad
groups and keywords and also I need to add atractive
headlines and description for more clicks and conversion.
○ Would you change any of your existing ads or keywords or
add any new ones?
○ Ans :- Yes, I will make few changes in keywords.
○ Would you set up an A/B test, and if so, how would you go
about it?
○ Ans :- Ofcourse yes, because It is one of the most things to
set up an A/B test. I will make it esier to evaluate the
results in the future.
○ Would you make changes to the landing page, and if so,
what kind of changes and why?
○ Ans :- This is important part on the campaign is the
landing page. It should be clear to the audience and I will
prefer to add images or videos to landing page which will
define what we are offering.

14. Appendix
Screenshots for
Reference

15. Ad Groups

16. Ads

17. Keywords