Evaluating a Display Advertising Campaign

Display Advertising can be an effective channel used to build awareness for your brand, business or client.

As you continue to learn the different components and channels of digital marketing, learning to evaluate campaign results is equally as important as learning how to create and execute a digital campaign.

The primary focus of this project will be to analyze Display Advertising campaign results and evaluate the relative performance between two campaigns.

Calculating the Return-on-Investment or ROI can be a good way to compare campaigns across channels uniformly. The ROI is a measurement of the gain from a digital campaign relative to the amount invested, or the cost of running that campaign.

When you evaluate the ROI across channels, you can get a better sense of which channel is the best performer for your brand, business or client, and can help inform your broader digital marketing strategy.

In this project, you will evaluate the results of three Display Advertising campaigns. These campaigns have different targeting strategies and creative assets.

This project consists of three parts: In part one, you will analyze the results of a Display Image Campaign and calculate the ROI. In part two, you will analyze the results of another Display Image Campaign.In part three, you will analyze the results of a Display Image Campaign and calculate the ROI. Finally, in part four you will determine which channel and campaign performed best, determine how you would invest your marketing budget in the future based on your learnings and provide recommendations on how to further improve and optimize this campaign.

*Note, you will not need to run a display campaign for this project.