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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.

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Landing Page

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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

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Target Persona

Background and Demographics	Target Persona Name	Needs
Age 27 Female Graduated from university Employed Lives in a mid-size US city	Jessica	Flexible study schedule “Bite-size” chunks of learning
Hobbies	Goals	Barriers
Hiking Photography Walking her dog	Transition into a new career in digital marketing Get a job with higher earning potential/path to advancement Meet other marketers	Limited time for studying/learning new skills Unsure how to break into a new industry

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Ad Set

The following three ads are the Ad Set we have designed to target that persona on the previous slide.

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Campaign Evaluation

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Campaign Evaluation

Evaluate the success of the campaign, given its marketing objective. Feel free to use bullet points, and add as many slides as you need.

Briefly describe the targeting of the ad set (demographics, location, interest, behavior etc.)
Provide the correct formulas for the following KPIs:

CPM (Cost per 1,000 Impressions)
Link Click-Through Rate
CPLC (cost per link click)
Click To Lead Rate
Cost per Results

Based on the “Key Results” table, identify which ad performed best, and explain why you think this was the case.
How would you optimize the campaign, and explain why do you think so?
Write up a high-level overview of how well or not well the campaign performed, based on the marketing objective.

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The second ad has better results according to the ads performance data the 2nd ad has high click to lead rate 29% and low cost per results 13.25$ and low cost per link click 3.66$ unlike the 1st ad which has high cost per results and low leads.

The campaign has achieved its objective because it has a higher return on investment = low cost per results and high click to lead rate = good KPI = good leads generation.

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Click through rate = clicks / impressions * 100.

Cost per link click = dividing the total ad cost by the total number of clicks.

Click To Lead Rate = the number of leads divided by the total number of website visitors * 100.
Lead conversion rate = click to lead rate.
Cost per results = dividing the total amount spent by the number of results.
Cost per mile = the cost per 1000 impressions .

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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?

Feel free to use bullet points for your analysis and add as many slides as you need
The following prompts can help you structure your answer, but feel free to think beyond these as well:

Would you focus on certain ad groups or ads? If so, which ones and why?
Would you change any of the existing ad copy or add any new ones? What would you add or change and why?
What iteration would you make to the A/B test?
Would you make changes to the landing page, and if so, what kind of changes and why?
How would you optimize the campaign, and explain why do you think so?

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For the landing page improvement:

I suggest changing the button from Submit to Get your free ebook

And changing the title from free social media advertising guide to Do you want to make facebook ads practically?

For the target persona:

In general, targeting should be consistent with the behavior, personality and needs of the customer. In this case, the objective of the campaign is Lead Generation, and the campaign can target male and female who have graduated from university and are looking for a job in digital marketing to improve income. Location mid sized cities in USA. middle income group

Married people and singles. Target Persona goal is transition to digital marketing to improve the financial situation and increase income

And the client's needs are to provide educational content Chunks

Flexibility in the schedule. The barriers are lack of time and daily preoccupation.

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Next time I will focus on the second ad:

Because it has low cost per results and high leads due to high

click to lead rate = good KPI.

I will do A/B test for the first and third ad by this way:

the copy of the first ad should have attractive ad copy like “How can you do the professional social media ads? Here is a comprehensive and free guide for social media ads”.

And in the third ad we can change the button to Get your free ebook and put the attractive, professional and short video showing the good results of a campaign.

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