Google Paid Search Campaign
Buyer persona development, keyword research, content writing, Google Ads, analytics and analysis
For my digital marketing certification course, I created a Google paid search campaign that was only run for 10 days. The ads were to direct visitors to the landing page I created that promoted a free ebook.
The campaign consisted of two Ad Groups, seven Ads, and 38 keywords.
This analysis was conducted after the campaign ran for its scheduled 10 days. It should be noted that, if we were able to run this campaign for three months (an average test-run time for paid campaigns), modifications would have been adjusted after the first few days.
Ad Level
Most Clicks - Digital Marketing Salaries - Free Guide on Jobs & Salaries (62)
Highest CTR - Digital Marketing Training - Boost Your Marketing Knowledge (5.35%)
Most Conversions - Digital Marketing Salaries - Free Guide on Jobs & Salaries (8)
Lowest Cost Per Conversion - Digital Marketing Certificate - Boost Your Marketing Degree ($4.34)
Highest Conversion Rate - Digital Marketing Certificate - Boost Your Marketing Degree (55%)
Analysis & Recommendations - Though the Keyword and Ad Group results show us that the Internships, Jobs and Salary group are performing best, the highest conversion rate and lowest cost per conversion were from an ad focusing on the certification and boosting the user's degree.
Similarly, the ad with "training" in the title has the highest CTR. We should remove the non-converting keywords in the Certificate, Education, Training group. This modification should prove higher results for this group with the higher performing keywords left to test.
Keyword Level
Most Clicks - digital marketing jobs (16)
Highest CTR - Hubspot Academy (28.57%)
Most Conversions - digital marketing salary (16)
Lowest Cost Per Conversion - online digital marketing courses ($2.96)
Highest Conversion Rate - online digital marketing courses (100%)
Analysis and Recommendations - Overall, keywords pertaining to salaries and jobs performed the best.
Though "online marketing classes" and "Hubspot Academy" had the highest CTR, they had no conversions. This would have been great exposure if it were a brand awareness campaign. The phrase "Hubspot Academy" should be removed as it is bringing in the highest CTR, but no conversions - so, though it didn't cost anything for conversions, the CPM was more than $800 and our goal is conversions, not exposure.
The phrase "marketing coordinator jobs" is showing the highest impressions without any clicks and should be removed.
The phrase "marketing internships" is the overall best performing phrase - despite a low CTR, those who saw the ad, converted.
It is interesting to see that "digital marketing careers" and "career in digital marketing" are so similar in terminology but have such differing results. The latter has a higher CTR but is almost twice the cost-per-conversion and almost half the conversion rate of the slightly longer phrase.
Campaign Level
Most Clicks - 80
Highest CTR - 2.86%
Most Conversions - 17
Lowest Cost Per Conversion - $19.85
Highest Conversion Rate - 20%
Analysis and Recommendations - The campaign is not very successful for this industry. There have only been a few conversions and the current cost per conversion is higher than average.
