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Project 3 - Evaluate Facebook Campaign

The document provides details of a digital marketing campaign run by Udacity to promote their Digital Marketing Nanodegree Program. The campaign goal was to collect 50 email addresses from potential students over one week with a $1000 budget. The campaign included ads targeted at a persona named Jessica on Facebook/Instagram. Ad Set 2 performed best with a 29% click-through rate and $13.25 cost per result. To improve the campaign, recommendations included further A/B testing ad creatives and copy, optimizing the landing page with more visuals, and refining targeting.

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Aashi
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291 views16 pages

Project 3 - Evaluate Facebook Campaign

The document provides details of a digital marketing campaign run by Udacity to promote their Digital Marketing Nanodegree Program. The campaign goal was to collect 50 email addresses from potential students over one week with a $1000 budget. The campaign included ads targeted at a persona named Jessica on Facebook/Instagram. Ad Set 2 performed best with a 29% click-through rate and $13.25 cost per result. To improve the campaign, recommendations included further A/B testing ad creatives and copy, optimizing the landing page with more visuals, and refining targeting.

Uploaded by

Aashi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Campaign Summary

Marketing Challenge #1:


Digital Marketing Nanodegree Program
Udacity is working to attract students for this Digital Marketing Nanodegree
Program. More specifically, to collect email addresses of potential students who
might be interested in taking this course. In order to do this, we have created a
landing page, where prospective students can download a free eBook if they
provide us with their email address. The eBook – a Social Media Advertising Guide
– is a short excerpt from the Digital Marketing Nanodegree Program, with content
from the Social Media Advertising course.

For the purpose of the projects, assume costs of $0 for the eBook and a
conversion value (revenue) of $25 per collected email address.
Landing Page
Marketing Objective & KPIs

Marketing Objective: To collect the email


addresses of 50 potential students for the Digital
Marketing Nanodegree Program, with a campaign
running for one week and having a lifetime budget
of $1000

KPI: Number of eBook downloads


Target Persona
Background and Demographics Target Persona Name Needs

● Age 27 ● Flexible study schedule


● Female Jessica ● “Bite-size” chunks of
● Graduated from learning
university
● Employed
● Lives in a mid-size US
city

Hobbies Goals Barriers


● Hiking ● Transition into a new ● Limited time for
● Photography career in digital studying/learning new
skills
● Walking her dog marketing ● Unsure how to break into
● Get a job with higher a new industry
earning potential/path
to advancement
● Meet other marketers
Ad Set

The following three ads are the Ad Set we have designed to target
that persona on the previous slide.
Ad One
Ad Two
Ad Three
Campaign Evaluation
Campaign Evaluation
1. Evaluate the success of the campaign, given its marketing objective.
● Briefly describe the targeting of the ad set (demographics, location, interest, behavior etc.)

Demographics : Gender - Male & Female, Age - 20-29

Location - India

Interest - Marketing, Social Media Marketing, Digital Marketing.


Campaign Evaluation
2. Provide the correct formulas for the following KPIs:

i. CPM (Cost per 1,000 Impressions)

CPM is calculated as (cost per 1,000 impressions) = (amt spent on ad)/(impressions


served) x 1,000.

ii. Link Click-Through Rate

CTR is calculated as (# of clicks/# of times ad is shown) x 100

iii. CPLC (cost per link click)

CPC is calculated as (amt spent on ad/# of clicks).

iv. Click To Lead Rate

CTR is calculated as (ad's total number of leads/ its total number of Clicks).

v. Cost per Results

Cost per result is calculated by dividing the total amount spent by the number of results
(e.g. reach, clicks, conversions, video views).
Campaign Evaluation
3. Based on the “Key Results” table, identify which ad performed best, and explain why you think
this was the case.

In this case Ad Two perform best because of following reasons

1. It has a most Click Through Rate i.e 29%


2. It has lowest Cost Per Result i.e $13.25
3. And it has the highest result

4. How would you optimize the campaign, and explain why do you think so?

I can optimize the campaign by doing the A/B testing as we can see in this campaign the A/B test
is done by using different Ad creatives in each Ad.

And among all these Ads, Ad 2 performed better because of its ad creative. So in A/B test , i can
try to change Ad copy, Demographic or can use Specific targeting.
Campaign Evaluation
5. Write up a high-level overview of how well or not well the campaign performed, based on
the marketing objective.

We can say that the campaign is performed well because we have a objective of 50 potential
students lead generation with the KPI of numbers of e-book downloads. As we can See in the
the “key Results” we gathered more that 50 leads which explains the rest.
Campaign Recommendations
Imagine you are tasked with running an improved version of this
campaign, with the same marketing objective and KPIs. What
recommendations would you make to improve the campaign,
based on your evaluation of its past performance?
● We can change the headline i.e, “Download Free Ebook Now” in the next A/B test
● We can change landing page by :

Show your product/service in action :Showing your product or service in a real-life context
helps visitors imagine themselves as your customer. It’s also an effective shorthand for
explaining how your product or service works. Whether you use still photographs, step-by-step
animations, or demo videos, visuals can help you to capture and keep their attention. Your hero
image section is a great place to do this.

● We can optimize the campaign by doing the A/B testing as we can see Ad 2 performed better
because of its ad creative. So in A/B test , i can try to change Ad copy, Demographic or can use
Specific targeting.

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