“r” for ROI (for Google adWords campaigns)

Andrea Dodet - MSc International Business Copenhagen Business School

HOW CAN WE ASSESS THE

IMPACTWITHOUT KNOWING THEIREFFECT

?

OF GOOGLE ADWORDS CAMPAIGNS

The Language

R is a free software programming language and software environment for statistical computing and graphics.

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The Package

The model predicts how the response metric would have evolved after the campaign as if the

campaign had never been performed.Simple, uh?

install.packages("devtools") library(devtools) devtools::install_github("google/CausalImpact") library(CausalImpact)

Easy, quick, intuitive

# Load data data <- read.csv (“data.csv”) !# Specify pre-post intervention periods pre.period <- c(1,70) post.period <- c(71,100) !# Causal impact analysis library(CausalImpact)

impact <- (data, pre.period, post.period) !# Show results summary(impact) plot(impact)

!

The Output

Observed and predicted response to the original scale.

Black line is the data affected by the campaign. Blue area is the situation in which nothing happened.

In this case the line is well above the blue area =

The campaign has produced a positive effect on the variable

The difference between the two:

Causal effect produced by the campaign each point in time.

Individual causal effects added up in time (cumulative)

…RECAP

• R installed (R Studio for comfortably interface) • CausalImpact package !A dataset formed by: !• Entries with clicks (variables) in non-affected markets or

clicks on other sites etc. • Entries after the launch of a given adWords campaign.

What you need

GRAZIEAndrea Dodet ando13ab@student.cbs.dk