1. The campaign targeted recent college graduates ages 20-29 interested in digital marketing and technology. 2. Three ads were run over three days with a $100 budget to promote Udacity's social media marketing guide and achieve 50 downloads. 3. Ad two performed best, reaching 9,156 people and generating 29 downloads, resulting in a positive ROI of 7.8.

2. Campaign Approach
For my ad campaign I will be advertising udacity’s social media
marketing guide. I have a set budget of $100 and over a three day
period, I will be running 3 ads. I have a targeted audience of ages
20-29, who graduated college, and are interested in marketing
and technology fields.

3. Target Persona
Background and
Demographics
Target Persona
Name
Needs
1. 20-29 years old
2. Recent college grad
and or beginning
college
3. Majored in Business,
psychology or
marketing
Jarvis
1. Professional
guidance
2. Easy
comprehensive
guide
3. Practical skills
Hobbies Goals Barriers
1.Interested in Social
Media and Tech
2. Staying up to date with
trends
3. Blogging
1. Start a personal
blog/Marketing
career
2. Make a living
online to travel
3. Start a side
hustle
1. Does not know
where to start
2. Money
3. Needs a
learning source

4. Marketing Objective
What marketing objective did you aim to achieve with
your campaign?
My marketing objective will be following the SMART
guidelines
Specific
Measurable
Achievable
Relevant
Time phased
I want to get 50 downloads of the Udacity Social Media
Advertising eBook achieving a revenue of $750 using my
budget of $100 in three days. 9/6-9/9

5. KPI
Number of eBook downloads. Because we are
measuring conversions, my ebook downloads will
be KPI.
Copy slide fro your submission for
Part 1 of the project

6. Campaign Summary

7. Campaign Summary
1. Who did you target with your Ad Set and how (demographics,
location, interest, behavior etc.)?
For my Ad Set, I targeted college grads/ college educated people
who are age 20-29 and who are interested in digital marketing
and technology.
2. What Ad Copy and Ad Creatives did you use?
“A complete overview of industry-leading social media advertising
skills that top experts in the field are using NOW. Download this FREE
eBook.”
3. If you made any changes, please describe them.
I adjusted one of the images of my ad’s due to it not being targeted
to my audience enough. I made it more clear that the image of my
ad related to digital marketing.

8. Ad Images:

9. Key Results
Present the most important metrics per ad
Campaign Results Reach Cost Amount
Spent
Ad One 23 5,660 $1.66 $38.10
Ad Two 29 9,156 $2.11 $61.17
Ad Three 0 63 0 $0.73
Overall 52 15,202 $1.92 $100

10. Campaign Evaluation
1. Evaluate the success of your campaign, given your
marketing objectives.
a. Which ad performed best? Ad two performed
best getting 29 results (downloads) and reaching
9,156 people.
b. Was your campaign ROI positive? Please use this
equation to calculate ROI:
i. ($15*# of leads)/cost=ROI for DMND
15x52/100=7.8 yes, I managed to get a
positive ROI!
Marketing Challenge Reference
● DMND: conversion value (revenue) of
$15 per collected email address
● Corporate Training: conversion value
(revenue) of $150 per collected lead

11. Campaign Evaluation:
Recommendations
If you had additional budget, how would approach your next
campaign?
I think that since my approach using the SMART method
seemed very accurate and helpful in making good decisions,
even with a bigger budget I would still approach my campaign
with caution and play it carefully by being if Specific
Measurable Achievable Relevant Time phased. I would also
perform A/B tests for my ad’s by changing slight variants of
them such as visuals in order to fully optimize them to
perform the best they can. For ex;, my ad number 3 did not
perform as well as my others, this would be an opportunity to
change elements about it in order to perform better. I could
also do independent research before implementing my ad’s
and figure out what sort of visual content appeals to my
audience the best. Asking myself questions like “ is vector art
or realistic imagery most appealing to this audience?” Or are
big bright colors a better approach to my visuals.
.

12. Appendix
Screenshots for
Reference

13. Campaign Results:
Performance

14. Campaign Results:
Demographics

15. Campaign Results: Placement

16. Ad Set Data: Performance

17. Ad Set Data: Delivery

18. Ad Set Data: Engagement