Data-Driven Digital Ad Keyword Selection

How to use operational data to improve the effectiveness of Digital Ad Campaigns?

Python data analysis & Findings

I recently had the opportunity to analyze Austin Animal Center's intake and outcome data. I found that the save rate for dogs has declined in 2023 compared to 2022. Further analysis revealed that spayed female dog adoption rates have dropped by 1%, and that this decline is particularly evident for the following breeds: Pit Bull, Labrador Retriever, and German Shepherd.

Dogs save rate over-time (Matplotlib, Seaborn)

SaveRate

Calculation

Save Rate (%) = Live outcome count / Intake count

Long-tail keywords for digital ads

1. Spayed female dog adoption for active individuals in Austin TX

2. Spayed female dog adoption for specific breeds in Austin TX (e.g., pit bull adoption, labrador retriever, etc.)

3. Spayed female dog adoption for apartments in Austin TX

Keyword trend over-time

Trend