You are tasked with analyzing Google Ads data for your client, a nonprofit organization https://givingvoicetodepression.com/Links to an external site. that broadcasts a popular podcast about mental health. These paid search campaigns were run last year to increase the visibility and consideration of their podcast. There are no conversion variables in these datasets.
Here are the datasets in SPSS format( please download the 30-day IBM SPSS trial or use the UNF computers in the library; see the SPSS Guides module for additional resources) :
You can find the general glossary for Google Ads reports hereLinks to an external site.. Here are the datasets:
Daily performance report data Download Daily performance report dataorganized by campaign ID, ad group ID, and date.
Audience report Download Audience reportorganized by campaign ID and ad group ID ( see hereLinks to an external site. for details of audience reporting)
Keyword report Download Keyword reportorganized by keywords, campaign ID, ad group ID( see hereLinks to an external site. for details of this report)
The following resources can help you with the analysis:
A General Analysis Check List for Expedia.com Dataset
STAT 101 & Video Tutorials
Chapter 2: Web Design Slides
Chapter 3: Web Analytics Slides
Please answer the following questions:
Perform appropriate analyses(e.g., descriptive statistics, frequency analysis and explore to visualize data, correlation analysis, one-way ANOVA, or 2 independent samples t-test, either parametric or nonparametric) to identify best-performing campaigns and ad groups based on appropriate analytics. Here are some tips to get you started:
I expect to see at least three types of analyses. Start with Descriptive Statistics, examine the distributions and work your way up. It’s okay to use one method, such as one-way ANOVA, more than once.
Click on the value column of the variable view tab of SPSS to see how IDs are coded.
Run a frequency analysis if you don’t understand how a variable is coded.
Use nonparametric methods only if your variable of interest is not normally distributed, you have a small sample size, or there are too many outliers.
Select variables and analyses that conceptually make sense since the goal is to find actionable insight from these datasets that can help your client.
Please use Excel pivot charts to visualize campaign performance( convert your SPSS data file to Excel by clicking on file>export>choose Excel).
Identify the best-performing keywords based on appropriate analytics.
Based on your analyses, please provide at least two suggestions to the client to help enhance the effectiveness of their future paid search campaigns.
Part II(10 points)
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to download the questions. Please answer these questions using a color other than black (e.g., green or blue).
You can use all the resources in Module 3, including checklists, lectures, video tutorials(e.g., STAT 101 & Video Tutorials, and presentations(e.g., Understanding KNN in Python.pptx,
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Logistic Regression in Python and ROC Curve Assessment.pptx )
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Points per Question for Part II
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Please submit one document for both parts. Before submission, organize your answers, be succinct and strategic, label tables/charts, and edit the document for grammar and typos.
Please adhere to the following guidelines:
Prohibition of Generative AI: Using generative AI to answer questions is strictly prohibited. You must share your work per university policy.
Use of Client Data: The client data provided is intended solely for educational purposes. The owner organization retains all rights to this data. Do not share or publish this data on the web.
Confidentiality of Project Questions: Exam questions are my intellectual property. Sharing them online is prohibited and constitutes a violation of copyright laws.
