4/2 Google provides six tools to use in evaluating the effectiveness of an advertising campaign. Choose...

4/2

Google provides six tools to use in evaluating the effectiveness of an advertising campaign. Choose three of those six. How would you apply them to a crowdsourcing advertising campaign you are building? How will the tools help you refine your campaign? How you can set goals for the allocation of advertising dollars moving forward based on the data provided? Discuss metrics such as time-on-site, bounce rate, conversion rate, ROAS (return on ad spend) and RPC (revenue per click)

Expert Solution

Answer: Google Adwords, Google analytics and Google Adwords Keywords tool. These three tools will be used to evaluate the effectiveness of advertising campaign. For a crowdsourcing advertsing campaign we have to build a website or blog from where the target user can come and read about the source and reason for the crowdsourcing. The main objective for the crowdsourcing advertsing campaign is to direct the user to the website or blog and make them spend time over there.

These three tools; Google adwords, Google analytics and Google Adwords Keywords tool will help to increase the ranking of the website in the Google search engine and will help to find the keywords which the target users are searching, whcih will help the campaign to achieve the objective.

Initially through Google AdWords Keywords tools we will search the appropriate Keywords which we have to integreate in the content and we can start bidding for those keywords with the help of Google Adwords. Through Google Analytics we can trace the performance of the website by evaluating the following metrics as Bounce rate, time-on-site,conversion rate, ROAS (return on ad spend) and RPC (revenue per click).

Through all this tools we are directing the potential resouces for crowdsouring on the website and by Bounce Rate we will come to know that the keywords we are using are directing the right users on the website, If the Bounce Rate is high then the keywords we are using are not appropriate and we should start using different keywords. Similarly if the Bounce Rate is low then we will check the time-on-site, which will tell on an average how much time a user is spending on the website, this will tell us abount the content quality and how engaging is the content or the issue on website is.

When we use keywords through Google AdWords, we bid for those keywords and pay for per thousand impressions. While we will be using multiple keywords there is a substantiall amount of investment is involved and these keywords should provide the return which will be calculate as how many user has shown interest for the activity which can performed by asking the user to fill a form, In this way we can calculate the ROAS(return on ad spend). Impressions only tell about the number of user seen the content but to make them do some activity, they need to click on the link provided by Google search this is where cost per click comes and this will have different charges. through this we can get an estimate number of user who are clicking on the website and visiting it.

Through these tools and the above mentiion metrics we can evaluate the performance of the advertising campaign.

keosha answered 1 year ago

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