INSTRUCTIONS
You have exactly 1 hour to complete all three sections. Feel free to google around for excel formulas (we still do it a
If you do get stuck, make a brief note explaining why - you will gain points for explaining your thinking and elaborati
Make sure you email us your answers before your hour is up. Submitting late is much worse than submitting an inco
SECTION 1: ANALYSIS
Fill out as much as possible of the following table, using the data in the "Campaign_Data" and "Product_Margins" sh
Product_ID Brand Product Cost Clicks CTR CPC*
A1 Apple iPhone 6 Plus
A2 Apple iPhone 6
A3 Apple iPhone 5S
A4 Apple iPhone 5C
A5 Apple iPhone 4S
S1 Samsung Galaxy S5
S2 Samsung Galaxy Note 3
S3 Samsung Galaxy Ace 3
S4 Samsung Galaxy Ace 2
H1 HTC Desire 510
H2 HTC Desire 610
H3 HTC One
H4 HTC One M8
B1 Blackberry Z10
N1 Nokia Lumia 635
TOTAL
Desktop TOTAL
Mobile TOTAL
Tablet TOTAL
SECTION 2: CREATIVE
Visit this product page showcasing the iPhone 6 Plus: [Link]
Familiarise yourself with the Google Ad format*
Familiarise yourself with the Facebook Ad format^
See screenshots to the right for Google and Facebook Ad formats >>>
1. You are running a campaign on Google to sell the iPhone 6 Plus, and you need to write an Ad that will convince
The Ad's title must be less than 25 characters, the description line 1 and 2 need to be less than 35 characters each.
Please see Apple's example below
Characters left
Title iPhone 6 17
Desc1 Bigger than bigger. 16
Desc2 Learn more. 24
URL [Link]
Your Ad (version 1): Your Ad (version 2):
Characters left
Title 25 Title
Desc1 35 Desc1
Desc2 35 Desc2
URL [Link] URL
Why did you choose the above text?
2. You are now planning to advertise the iPhone 6 Plus on Facebook, write the Ad and select an engaging picture t
The Ad's title must be less than 25 characters, the description line needs to be less than 70 characters.
Use google image search to find an enticing image to use that will convince people to click on your Ad. Link to the im
Your Ad:
Characters left
Title 25
Desc 70
URL [Link]
Image:
Why did you choose the above text?
Why did you choose the above image?
3. Take another look at the iPhone 6 page. Is there anything you would change about this page to increase sales?
[Link]
What elements of the page are most important for driving sales?
What elements would you add to this page? Why?
What elements would you remove from this page? Why?
SECTION 3: PRESENTATION
Use your smartphone to record a 1 minute video, explaining your approach to the two challenges above.
Cover the following:
From your analysis (section 1):
Which campaigns are performing well?
Which campaigns are performing badly?
What did you find difficult about this analysis?
From your creative (section 2):
What makes your ad different from the competition?
How did you decide on your ad copy / image?
What is good or bad about the iPhone page?
About you:
Why would you be a good fit for this type of work?
What do you want to be doing in five years?
Why are you different to other applicants?
Upload the video to youtube and share the link below:
We build software and offer services that help high-potential
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el formulas (we still do it all the time!). Interested?
our thinking and elaborating on possible solutioTalk to a Ladder strategist today.
se than submitting an incomplete test.
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and "Product_Margins" sheets. How to Get a Marketing Job (At Ladder)
Orders Conv. Rate* Gross Revenue* Margin % Profit* ^ Suggested Bid
[Link]/apple/iphone-6-plus
e an Ad that will convince people to click then buy the new iPhone from you.
than 35 characters each.
Characters left
25
35
35
[Link]
elect an engaging picture that will get people to click then buy.
0 characters.
k on your Ad. Link to the image or paste a screenshot in this workbook.
is page to increase sales?
allenges above.
h-potential
heir growth.
*FORMULAS
CPC = Cost / Clicks
Conv. Rate = Orders / Clicks * 100
Gross Revenue = Avg. Order Value * Orders
Profit = Gross Revenue * Margin % - Cost
CTR = Clicks / Impressions
^ SUGGESTED BID
How much should you be willing to pay per click in order to break even (profit = cost), given the
data you have?
* Note: the ads in question appear at the top and right hand side of google
^ Note: the ads in question appear on the right hand side of Facebook
Prod_ID Channel Device Spend Impressions Clicks CTR
S4 Google Adwords Desktop £24.11 6028 107 1.78%
A5 Google Adwords Tablet £19.31 9653 153 1.59%
B1 Criteo Retargeting Tablet £22.66 7554 99 1.31%
A2 Facebook Desktop £22.56 7519 80 1.07%
A2 Google Adwords Mobile £15.95 5315 66 1.24%
N1 Google Adwords Mobile £49.16 9832 17 0.17%
S3 Google Adwords Tablet £5.96 2981 28 0.95%
A3 Google Adwords Mobile £12.48 6240 61 0.98%
A5 Criteo Retargeting Tablet £3.74 3742 14 0.38%
B1 Facebook Desktop £58.18 8311 61 0.73%
A5 Google Adwords Mobile £6.07 675 4 0.61%
A5 Criteo Retargeting Desktop £42.18 8436 127 1.51%
B1 Criteo Retargeting Desktop £69.02 6902 106 1.53%
B1 Google Adwords Mobile £11.25 5627 7 0.12%
A2 Google Adwords Tablet £38.96 9739 19 0.19%
H4 Criteo Retargeting Desktop £83.48 9275 107 1.15%
H4 Facebook Desktop £26.83 8944 140 1.56%
A2 Facebook Mobile £22.65 2517 34 1.37%
N1 Criteo Retargeting Desktop £42.98 7163 52 0.73%
H4 Facebook Mobile £19.68 3280 31 0.94%
H2 Criteo Retargeting Tablet £43.11 7185 143 1.99%
S3 Criteo Retargeting Tablet £60.43 6043 106 1.76%
S2 Google Adwords Tablet £54.81 6851 77 1.13%
N1 Google Adwords Tablet £8.95 2983 29 0.97%
S3 Facebook Desktop £41.18 5148 71 1.37%
H3 Google Adwords Tablet £4.82 4824 6 0.13%
B1 Criteo Retargeting Mobile £0.20 98 0 0.46%
S4 Facebook Desktop £18.39 2627 6 0.22%
A1 Google Adwords Mobile £29.02 7256 30 0.42%
A1 Facebook Tablet £53.82 8970 41 0.46%
H3 Criteo Retargeting Desktop £27.63 6907 78 1.13%
H3 Facebook Mobile £54.83 9139 43 0.47%
N1 Google Adwords Desktop £9.64 9635 131 1.36%
A4 Google Adwords Desktop £64.19 9170 97 1.06%
H1 Criteo Retargeting Tablet £24.54 3505 67 1.90%
S1 Google Adwords Desktop £79.36 9920 142 1.43%
H3 Google Adwords Mobile £44.70 5587 55 0.99%
S2 Google Adwords Desktop £12.18 1740 33 1.91%
A4 Facebook Desktop £33.81 3757 14 0.37%
S4 Google Adwords Mobile £5.54 554 10 1.77%
H1 Criteo Retargeting Mobile £52.48 8747 127 1.45%
S4 Facebook Tablet £40.66 8132 150 1.85%
N1 Facebook Mobile £1.72 215 4 1.76%
A3 Facebook Tablet £89.22 9913 171 1.73%
S4 Google Adwords Tablet £9.89 9886 164 1.66%
A5 Facebook Mobile £10.42 1489 14 0.91%
S2 Criteo Retargeting Tablet £7.34 3670 60 1.63%
H2 Criteo Retargeting Desktop £50.04 5004 86 1.72%
S2 Google Adwords Mobile £14.99 2498 35 1.41%
H4 Facebook Tablet £29.00 7249 145 2.00%
S3 Criteo Retargeting Mobile £8.05 2683 28 1.05%
A2 Facebook Tablet £87.52 9724 95 0.98%
S1 Criteo Retargeting Tablet £81.81 9090 113 1.24%
A2 Criteo Retargeting Desktop £25.92 3703 24 0.65%
A4 Criteo Retargeting Tablet £24.05 6012 25 0.41%
N1 Facebook Tablet £18.62 2660 49 1.85%
S3 Facebook Tablet £29.46 3683 30 0.81%
S4 Facebook Mobile £59.38 7423 65 0.88%
A2 Criteo Retargeting Mobile £51.50 6437 64 0.99%
A1 Google Adwords Tablet £2.34 1170 12 1.05%
H3 Facebook Desktop £5.07 5066 93 1.83%
H4 Criteo Retargeting Mobile £29.43 5885 64 1.08%
B1 Facebook Tablet £99.94 9994 158 1.58%
H3 Criteo Retargeting Mobile £0.81 806 14 1.73%
H4 Google Adwords Tablet £67.40 7489 97 1.29%
S2 Facebook Mobile £58.82 9804 69 0.70%
H2 Google Adwords Tablet £30.00 6000 115 1.92%
S2 Criteo Retargeting Mobile £73.54 9192 15 0.16%
A1 Criteo Retargeting Desktop £32.21 8053 149 1.85%
N1 Facebook Desktop £57.62 8231 103 1.25%
H1 Google Adwords Desktop £15.46 2208 7 0.30%
A1 Criteo Retargeting Tablet £30.22 6044 39 0.65%
A3 Google Adwords Tablet £16.65 5551 39 0.71%
A3 Criteo Retargeting Mobile £1.06 106 0 0.29%
A5 Google Adwords Desktop £12.71 2119 20 0.93%
S1 Google Adwords Mobile £33.72 8429 11 0.13%
A2 Criteo Retargeting Tablet £24.40 4880 84 1.72%
H2 Google Adwords Desktop £75.49 8388 54 0.64%
S1 Criteo Retargeting Desktop £32.32 8079 100 1.24%
S3 Google Adwords Desktop £16.93 2116 19 0.88%
H2 Facebook Desktop £12.30 3075 25 0.81%
H4 Google Adwords Mobile £13.54 6768 50 0.74%
S2 Criteo Retargeting Desktop £3.36 336 7 1.97%
S1 Facebook Tablet £40.31 6718 125 1.86%
H1 Google Adwords Tablet £29.77 3721 74 1.99%
B1 Google Adwords Tablet £16.95 8477 81 0.96%
A4 Criteo Retargeting Desktop £5.90 5898 64 1.08%
S3 Facebook Mobile £22.50 2250 18 0.82%
A4 Google Adwords Mobile £8.42 4212 15 0.36%
S3 Criteo Retargeting Desktop £50.17 5574 42 0.75%
S1 Criteo Retargeting Mobile £11.99 1199 7 0.55%
S1 Facebook Desktop £3.74 1248 10 0.78%
A1 Facebook Desktop £11.96 3987 13 0.32%
A3 Facebook Mobile £50.55 7221 100 1.39%
H1 Facebook Tablet £14.19 7095 61 0.86%
S4 Criteo Retargeting Mobile £12.78 2130 7 0.32%
H4 Google Adwords Desktop £40.12 5731 38 0.67%
S1 Facebook Mobile £8.97 2990 25 0.83%
H4 Criteo Retargeting Tablet £28.93 9642 35 0.36%
S4 Criteo Retargeting Tablet £0.06 20 0 0.46%
A5 Facebook Desktop £21.40 2675 49 1.84%
S1 Google Adwords Tablet £3.13 626 3 0.49%
S2 Facebook Desktop £39.74 3974 61 1.53%
H3 Google Adwords Desktop £58.07 9679 182 1.88%
A4 Criteo Retargeting Mobile £43.01 7169 124 1.73%
H2 Facebook Tablet £19.98 1998 38 1.89%
A3 Criteo Retargeting Desktop £6.34 793 9 1.13%
H1 Facebook Mobile £18.45 2635 39 1.48%
A1 Google Adwords Desktop £32.19 3219 30 0.94%
H2 Criteo Retargeting Mobile £3.59 3585 9 0.26%
A3 Google Adwords Desktop £13.23 2645 45 1.72%
H3 Facebook Tablet £12.71 4236 66 1.56%
B1 Google Adwords Desktop £64.69 8086 133 1.64%
A4 Google Adwords Tablet £63.22 7024 81 1.15%
N1 Criteo Retargeting Mobile £5.42 1807 12 0.67%
A3 Criteo Retargeting Tablet £50.95 6369 117 1.83%
A5 Facebook Tablet £29.51 9838 30 0.30%
A1 Facebook Mobile £5.80 1450 19 1.30%
A2 Google Adwords Desktop £8.49 2122 23 1.07%
H1 Criteo Retargeting Desktop £12.14 6070 90 1.48%
B1 Facebook Mobile £10.62 1517 13 0.88%
H1 Google Adwords Mobile £23.65 2956 5 0.17%
S3 Google Adwords Mobile £33.28 8319 71 0.85%
N1 Criteo Retargeting Tablet £24.23 4039 53 1.32%
H2 Google Adwords Mobile £8.25 825 6 0.70%
A4 Facebook Mobile £18.61 9303 132 1.42%
A1 Criteo Retargeting Mobile £32.05 3561 31 0.87%
S4 Criteo Retargeting Desktop £2.40 479 6 1.19%
A3 Facebook Desktop £11.08 3693 51 1.38%
A5 Criteo Retargeting Mobile £10.27 3424 4 0.12%
H2 Facebook Mobile £39.38 6564 59 0.90%
S2 Facebook Tablet £50.14 6268 113 1.80%
H3 Criteo Retargeting Tablet £29.05 9684 82 0.85%
H1 Facebook Desktop £3.95 1973 4 0.22%
A4 Facebook Tablet £4.20 4204 12 0.28%
CPC Orders Conversion Rate Average Order Value Gross Revenue
£0.22 0 0.00% £0 £0
£0.13 2 1.30% £199 £398
£0.23 1 1.01% £99 £99
£0.28 1 1.24% £89 £89
£0.24 0 0.00% £0 £0
£2.94 0 0.00% £0 £0
£0.21 0 0.00% £0 £0
£0.20 0 0.00% £0 £0
£0.26 0 0.00% £0 £0
£0.96 1 1.65% £99 £99
£1.48 0 0.00% £0 £0
£0.33 1 0.79% £199 £199
£0.65 2 1.89% £99 £198
£1.67 0 0.00% £0 £0
£2.11 0 0.00% £0 £0
£0.78 1 0.94% £49 £49
£0.19 1 0.72% £49 £49
£0.66 0 0.00% £0 £0
£0.82 0 0.00% £0 £0
£0.64 0 0.00% £0 £0
£0.30 2 1.40% £79 £158
£0.57 1 0.94% £79 £79
£0.71 2 2.58% £79 £158
£0.31 1 3.46% £99 £99
£0.58 2 2.84% £79 £158
£0.77 0 0.00% £0 £0
£0.43 0 0.00% £0 £0
£3.18 0 0.00% £0 £0
£0.95 0 0.00% £0 £0
£1.30 1 2.42% £109 £109
£0.35 2 2.56% £79 £158
£1.28 1 2.33% £79 £79
£0.07 0 0.00% £0 £0
£0.66 1 1.03% £99 £99
£0.37 0 0.00% £0 £0
£0.56 4 2.82% £79 £316
£0.81 0 0.00% £0 £0
£0.37 0 0.00% £0 £0
£2.43 0 0.00% £0 £0
£0.56 0 0.00% £0 £0
£0.41 2 1.58% £79 £158
£0.27 3 1.99% £79 £237
£0.45 0 0.00% £0 £0
£0.52 3 1.75% £129 £387
£0.06 1 0.61% £79 £79
£0.77 0 0.00% £0 £0
£0.12 1 1.67% £79 £79
£0.58 1 1.16% £79 £79
£0.43 1 2.84% £79 £79
£0.20 1 0.69% £49 £49
£0.29 0 0.00% £0 £0
£0.92 0 0.00% £0 £0
£0.73 0 0.00% £0 £0
£1.08 1 4.15% £89 £89
£0.98 1 4.06% £99 £99
£0.38 1 2.03% £99 £99
£0.99 0 0.00% £0 £0
£0.91 1 1.53% £79 £79
£0.81 1 1.57% £89 £89
£0.19 0 0.00% £0 £0
£0.05 1 1.08% £79 £79
£0.46 1 1.57% £49 £49
£0.63 2 1.27% £99 £198
£0.06 0 0.00% £0 £0
£0.70 2 2.07% £49 £98
£0.86 1 1.46% £79 £79
£0.26 0 0.00% £0 £0
£5.00 0 0.00% £0 £0
£0.22 4 2.68% £109 £436
£0.56 0 0.00% £0 £0
£2.33 0 0.00% £0 £0
£0.77 0 0.00% £0 £0
£0.42 0 0.00% £0 £0
£3.45 0 0.00% £0 £0
£0.65 0 0.00% £0 £0
£3.08 0 0.00% £0 £0
£0.29 0 0.00% £0 £0
£1.41 1 1.86% £79 £79
£0.32 1 1.00% £79 £79
£0.91 0 0.00% £0 £0
£0.49 1 4.01% £79 £79
£0.27 0 0.00% £0 £0
£0.51 0 0.00% £0 £0
£0.32 1 0.80% £79 £79
£0.40 0 0.00% £0 £0
£0.21 2 2.46% £99 £198
£0.09 0 0.00% £0 £0
£1.22 0 0.00% £0 £0
£0.56 0 0.00% £0 £0
£1.20 0 0.00% £0 £0
£1.82 0 0.00% £0 £0
£0.38 0 0.00% £0 £0
£0.94 0 0.00% £0 £0
£0.50 0 0.00% £0 £0
£0.23 1 1.64% £79 £79
£1.88 0 0.00% £0 £0
£1.04 1 2.60% £49 £49
£0.36 0 0.00% £0 £0
£0.83 0 0.00% £0 £0
£0.65 0 0.00% £0 £0
£0.43 0 0.00% £0 £0
£1.02 0 0.00% £0 £0
£0.65 0 0.00% £0 £0
£0.32 4 2.20% £79 £316
£0.35 1 0.81% £99 £99
£0.53 1 2.65% £79 £79
£0.71 0 0.00% £0 £0
£0.47 1 2.56% £79 £79
£1.06 0 0.00% £0 £0
£0.38 0 0.00% £0 £0
£0.29 1 2.20% £129 £129
£0.19 2 3.03% £79 £158
£0.49 1 0.75% £99 £99
£0.78 1 1.24% £99 £99
£0.45 0 0.00% £0 £0
£0.44 3 2.57% £129 £387
£1.00 0 0.00% £0 £0
£0.31 0 0.00% £0 £0
£0.37 0 0.00% £0 £0
£0.14 2 2.23% £79 £158
£0.80 0 0.00% £0 £0
£4.71 0 0.00% £0 £0
£0.47 1 1.41% £79 £79
£0.45 1 1.88% £99 £99
£1.43 0 0.00% £0 £0
£0.14 1 0.76% £99 £99
£1.03 0 0.00% £0 £0
£0.42 0 0.00% £0 £0
£0.22 0 0.00% £0 £0
£2.50 0 0.00% £0 £0
£0.67 0 0.00% £0 £0
£0.44 3 2.66% £79 £237
£0.35 1 1.21% £79 £79
£0.91 0 0.00% £0 £0
£0.36 0 0.00% £0 £0
Profit
Prod_ID Brand Product RRP
A1 Apple iPhone 6 Plus £879.99
A2 Apple iPhone 6 £779.99
A3 Apple iPhone 5S £549.99
A4 Apple iPhone 5C £449.99
A5 Apple iPhone 4S £349.99
S1 Samsung Galaxy S5 £569.99
S2 Samsung Galaxy Note 3 £589.99
S3 Samsung Galaxy Ace 3 £489.99
S4 Samsung Galaxy Ace 2 £448.95
H1 HTC Desire 510 £336.12
H2 HTC Desire 610 £383.50
H3 HTC One £580.00
H4 HTC One M8 £623.10
B1 Blackberry Z10 £169.95
N1 Nokia Lumia 635 £99.95
Margin* *Note: this product information has been manufactured for the purpose of this excersize a
40%
40%
40%
40%
40%
35%
20%
25%
20%
35%
35%
50%
50%
20%
10%
d for the purpose of this excersize and bear no relation to any real data.
