AD Groups Performance according to Devices Key Result Experiments and Learning Recommendation

1. LEAP
JUNCTION
LONDON,
ONTARIO
GOM A CHALLEN GE
GDS: 921-144-5047

2. Client Background
Leap junction is a part of campus linked accelerator program. Campus linked accelerators are
important step in the evolution of Ontario’s entrepreneurship and innovation ecosystem. Leap
junction do many things such as:
 Support startups with one-on-one business analysis and mentorship
 Create and host entrepreneurial-focused workshop, events geared towards skill
development.
 Provide Co-Working space.
 Leap junction act as a link for student and investor, industry and other stakeholders.

3. Executive Summary
Client Name : Leap Junction
Google Data Studio:
https://datastudio.google.com/open/1SnrSzEDO5zd1knc_5KDvcTbglP977hRc
Campaign Date: 26th March 2018 to 15th April 2018
Budget Spend: CAD $271
Summary of the Campaign
 We have generated 248 clicks with 133K impressions.
 11 conversion were recorded during the campaign timeline in which :
 8 were recorded in search network campaign
 3 were recorded in display network campaign
 The average CPC of the campaign was CAD $1.09
 We have 1 Search and 1 Display network campaign

4. Ad Groups
Ad group Impression Cost CTR Clicks Conversions
Youth entrepreneurship support 25 CA $4.23 12.00 % 3 0
Youth entrepreneurship program 27 CA $8.46 18.52% 5 2
Youth entrepreneurship grants 180 CA $13.39 3.33% 6 1
Youth Entrepreneurship 64 CA $13.92 10.94% 7 3
Student Entrepreneurship
workshops
2148 CA $95.27 1.49% 32 2
Student Entrepreneurship programs 427 CA $22.72 1.64% 7 0
Student Entrepreneurship events 1 CA $0.00 0.00% 0 0
International Student
Entrepreneurship programs
336 CA $8.62 0.89% 3 0
Free Student Entrepreneurship
events
55 CA $3.84 3.64% 2 0
Display Leap 129,886 CA $100.15 0.14% 183 3
 We have total 2 Campaign one is search network and one is display network the details are as
follows:

5. Performance according to Devices
$156.20
$16.60
$97.74
Cost
Mobile Phones Tablets Computer
97160
12103
23886
0
Impressions
Mobile Phones Tablets Computers
173
21
54
0
Clicks
Mobile phones Tablets Computers

6. Key Results:
 The overall key results are divided in different sections such :
Clicks
 The maximum clicks we got is 84 on Monday and between 9.00P.M. to 10.00 P.M.
Impressions
 The most impression we got were on Monday which is 43,189 and between 9.00 P.M. to
10.00 P.M.
CTR
 The highest CTR was on Saturday with 12.00 % between 9.00 A.M. to 10.00 A.M.
Cost
 The highest money we spent was on Monday which is $36.72 between 9.00 P.M. to 10.00
P.M.
Conversions
 We got overall 11 impressions in which maximum in one day we got 2 conversion such as:
Monday – 2 conversions between 9.00 P.M. to 10.00 P.M
Thursday – 2 conversions between 2.00 P.M. to 3.00 P.M
Saturday – 2 conversions between 6.00 P.M. to 7.00 P.M

7. Most Shown Search ads

8. Geo Performance
Target Locations Impressions Cost (CA $) CTR Clicks Conversion
London, ON 100,074 230.07 2.24% 195 9
Saint Thomas 9815 20.22 2.52% 18 1
Simcoe 9474 6.67 0.13% 12 0
Woodstock 13830 14.64 0.72% 24 1
 For Campaign we have targeted 4 different locations and all details are as follows
 Among all of them the maximum response which we got is from London, ON

9. Campaign
Leap
Junction
CPC Impression CTR Average CPC Conversion
Rate
Search 65 3,263 1.99% 2.62 8
Display 183 129,866 0.14% 0.55 3
In campaign level, search campaign of Leap Junction had total CPC of 65, with 3,263
impressions, CTR of 1.99% and total 8 conversions.
Whereas the display campaign has total CPC of $183, with 129,866 impression with CTR of
0.14%and total 3 conversions.
Overall Campaign

10. Campaigns Clicks CTR Avg CPC
Search
4 11.76% $ 1.29
1 3.57% $ 2.17
Ads

11. Campaigns Clicks CTR Avg CPC
Display
112 0.15% $ 0.49
8 0.09% $ 0.70
Out of the total ads created the search campaign, the most successful ad was ‘want to be an
entrepreneur’ with 4 clicks and CTR of 11.76% with average cost of $1.29, the least
successful ad was ‘free event & programming’ with $2.17. Whereas, in display ads the most
successful ad was ‘advice for entrepreneurs’, 112 clicks with 0.15% CTR and average cost of
$0.49. The least successful display ad was ‘starting your own business’ with 8 clicks, CTR of
0.09% with average cost of $0.70.
With the above insights we learned that the keywords in this ad group & the headlines for
this ad copy triggers the potential customers. Hence, while creating new ads we can use this
ad as reference.

12. Ad Groups
Search Campaign Clicks Impressions CTR
Youth Entrepreneurship 7 64 10.94%
After analyzing the data, we figured the best performing ad group was ‘student
entrepreneur’, it makes perfect sense as it describes the client’s business perfectly.
Keywords
Campaign Clicks Impressions CTR Average CPC Quality
Score
How to start your own
business
8 290 2.76% $ 2.55 5/10
Entrepreneurship
training program
5 24 20.83% $ 1.69 4/10
As mentioned in the ad group section, the best ad group was ‘student entrepreneurship’.
Similarly, these keywords are performing better than other keywords because from a lay mans
perspective, if anyone wants to start as business, they will type in such a query rather than
being specific. Even though it’s a long term keyword, its performing good.

13. ROAS
Clicks-248
Quality-11
Conversions-4
The reason we chose 4 conversions is because we believe that if people who spent more than 1
minute on our site they would be intrigued enough to fill the Intake Form (which is the a lead for
our client) and by choosing only 4 conversions we are being conservative as the landing page of the
ad has a hyperlink attached to it for the google form (Intake Form) so once of the page we cant
track them hence there can be more conversions that we are unaware of.
Our client Leapjunction is a not for profit organization hence all the services provided by them are
free, therefore we consider the same example we used in our pre-campaign deck to explain the ROI
Example: A company offering same services for a price. On an average, start-up incubators charge
between $80-$150 per hour. If a customer’s lifetime value is considered, the company will be able
to recover the cost from one client within 1st week as the company doesn’t bear variable cost (For
instance, the customer would visit a start-up incubator for 1 hour every day for 5 days of the week
so they would end up paying $400[rate per hr is $80] and the cost to the company for
advertisement was $271. Hence, they have already recovered the cost of advertisement from this
client).

14. A customer’s life time value is difficult to calculate in leap Junction’s line of business as once the
start-up is launched and running there is no assurance whether the client will require leap
Junction’s help or not, therefore we consider on an average the client visits the start-up
incubator for their services for at least 3 weeks in total which would lead to 60hrs in total paying
for the services claimed.
Revenue- 4 clients x 60hrs x $80 = $19200
Management Fees- $150 The people in the industry are charging around $300 for an AdWords
campaign for building it up from scratch and looking at the efforts and time we have invested in
this campaign we think $150 is a fair evaluation for our efforts

15. Clicks-248
Quality-11
Conversions-4
Revenue- 4 clients x 60hrs x $80 = $19200
Management Fees- $150
ROAS= Revenue – Variable Cost – Management Fees – Adwords Cost
Variable Cost + Management Fees + Adwords Cost
= $19200 – (0) – $150 – $271
(1) + $150 + $271
= $18779
$421
ROAS=44.61%

16. Experiments and Learning
As the campaign preceded, experiments were made to the ads, bids, budget and keywords
according to the search behavior of the audience.
Ad changes
Initially, For A-B testing, 1 ad in each ad group was kept on pause. Later the ads were un-
paused.
A new ad for ‘free student entrepreneurship’ was added to improve the ad relevance for
particular keywords.
Bid changes
Cost per click bids were altered to improve the ad position ranking
Ad Group Dates Before After
Student
Entrepreneurship
Programs
Mar 27, 2018 CA$1.00 CA$4.00
Youth
Entrepreneurship
Mar 27, 2018 CA$1.00 CA$4.00
Youth
Entrepreneurship
support
Mar 27, 2018 CA$1.00 CA$4.00

17. Budget changes
$0
$10
$20
$30
$40
$50
$60
$70
Budget
The daily budget was increased for the ads to be triggered more often and to give Google a
chance to improve the reach of the ads.
The daily budget was reduced from the second week till the end of the campaign to maintain
the weekly budget and also to decrease the impression for improve the CTR.

18. Match types
After observing that the keywords are too tight and the ads are not being triggered, we
changed the keywords match type to reach the goals in terms of more impressions and clicks.
Some of the keywords were:
How to start your own business
Starting a business
Entrepreneur events
Entrepreneur networking event
Display
Negative mobile apps were added to reduce the bot traffic
The ads were displayed on different topics which were relevant to Leap Junction, start up and
businesses.
After a day of experiment, the topics which were not doing well were generating useless traffic
were removed.

19. All the four members were assigned to check the ad words account everyday for 21 days. We
assigned one person to make changes in the ad word account in order avoid confusion.
The work was divided and supervised by the captain. Research was done by one group member
where creative for display and advertisements were assigned to another group member.
Negative words and search insights were done by a different member.
Working in a team was rewarding, we learned from each other. We brainstorm on daily basis on
how to improve our ads, which keywords to include from search query, how much to spend as
the daily budget, etc. All the decision were taken as a group.
We met our client- Leap Junction, twice. We believe it is important to meet the client in the
beginning of the process of creating ad words campaign to understand the expectations and to
build a rapport with the client.
The second meeting with the client was mainly to discuss the display advertisements and get
the approval. For our client, display campaign was as important as the search campaign.
Team Role

20. Recommendations
There are myriad opportunities for success by continuing the use of Adwords. As Leapjunction
has been in business for four years and yet hardly people have heard about it so by continuing
with Adwords Leapjunction will make sure that they will increase their brand awareness along
with some long-lasting relationship with their new clients. We believe a total budget of $400
for both Display Campaign and Search Campaign would be sufficient. A team consisting of 2-3
members would be enough as they have a very niche segment in terms of demographics,
geographic and line of business.
The benefits they will have by continuing the Adwords campaign are:
• Increasing Brand Awareness
• None of their competitors are present on the Adwords platform so this helps them get an
edge over them
• The ROAS calculated on assumptions based on the industry standards investing in Adwords
is the right choice as it’s a very profitable for them

21. However we recommend them to do some optimization with their website and make it more
SEO friendly, they can use Adwords to improve their website by understanding which
keywords are most searched for and using those specific keywords on their websites to
increase the relevance which would affect the quality score which would lead to positive
changes in Ad positioning and CPC, or they could custom build specific landing pages for the
Adwords campaign. While running the Adwords campaign they should be careful with their
budget allocated to Display Ad campaign as that can get really tricky if not observed closely.
While creating new keywords they should use the keyword planner and not make words on
their own and should be careful that the keywords are not long tailed words (a very long
Query). They should do some changes regarding their Intake Form and make it easy for people
managing Adwords so they can track conversions of Intake forms. They should focus on few
particular industry services which people require help with Food and T-shirt while starting
their business in this field.

22. www.leapjunction.ca