1. Overview

• This campaign analyzed the performance of Microsoft Ads for 100 beauty products, with prices ranging from $9 to $70.
• The objective was to assess ad effectiveness and optimize the return on ad spend (ROAS).

2. Data Overview

• I exported the campaign data to Excel, covering key metrics such as:
  • Clicks
  • Impressions
  • Cost-per-Click (CPC)
  • Conversions

3. Advanced Analysis & Calculations

• Using Excel, I calculated critical metrics to evaluate campaign performance:
  • Click-Through Rate (CTR)
  • Total Cost
  • Revenue (via VLOOKUP to match product sales with prices)
  • Conversion Rate
  • Cost per Acquisition (CPA)
  • Revenue per Click
  • Return on Investment (ROI)
  • Return on Ad Spend (ROAS)

4. Data Visualization

• A Pivot Table was used to organize product performance.
• Graphs were created to showcase the top 10 products with the highest and lowest ROAS.
• These visual tools helped in identifying the most and least profitable products.

5. ROAS-Based Product Strategy

• After analyzing the data, I categorized the products into three groups:
  • Products to Keep: ROAS > 2x
  • Products to Analyze Further: ROAS between 1.5x and 2x
  • Products to Drop: ROAS < 1.5x
• This categorization provided a clear path for optimizing ad spend, ensuring that resources were focused on high-performing products while reviewing or eliminating underperforming ones.