Culmination of my projects completed via my Udacity Digital Marketing NanoDegree.

1. Building a Marketing Strategy
Project 8: DMND Portfolio
KC Dochtermann
February 16, 2018

3. Marketing Objective: DMND
The marketing objective for DMND: To secure 500 enrollees in the DMND program during the 2018
year.
The primary KPI for Udacity’s DMND marketing objective: The number of enrollees in the DMND
program during the 2018 year.
DMND’s Value Proposition is:
FOR business professionals
WHO need to secure or update their digital marketing skills
OUR digital marketing training program
THAT provides understanding and skills in the field of digital marketing
UNLIKE online learning platforms like Udemy
OUR OFFER provides live mentoring and career support

5. Target Persona
Target Persona
Background & Demographics
• Female, 40-50
• Married, 2 kids (10&12)
• Bachelor in business
• Lives in Greater Seattle Area
• HH Income: $150k
Hobbies
• Travel
• Games
• Coaching youth sports
• Hiking/camping
Barriers
1. Time-deprived
2. Inconsistent income
3. Out-dated skill sets
Needs
• Gain new skills to change career
and industry
• Be able to balance educational
needs with a busy work/family
schedule
• Help with career placement
Marketing Mona
Goals
• Secure more work/life
balance
• Work in a more professional
atmosphere
• Get back to a marketing-
centric career

7. Phases of the Customer Journey

8. When+How+Where = Marketing Tactics
Customer
Journey
Awareness Interest Desire Action Post Action
Message
● Describe the
DMND Program
● Describe how the
program will
benefit our target
persona
● Key program
benefits
● Key program
differentiators
● Key program
benefits
● Reason to
buy now
● Provide smooth
path to
purchase
● Thanks for
enrolling
● Reinforcement
of program
benefits
● User tips
● News about
program
● Information
about
complimentary
programs
Channel
● Content Marketing
(e.g. blog)
● Informative
Landing Page
● Social Media
Advertising
● Display and Video
Advertising
● Search Ads
● Social Media
Advertising
● Organic Social
Media
● Video Ads
● Search Ads
● Social Media
Advertising
● Organic
Social Media
● Email
● Email
● Organic Social
Media
● Email
● Organic Social
Media

9. Awareness: Budget Allocation for Media
Channels Planned Spend Cost Per Click
Number of
Site Visits
Average
Conversion Rate
Total Sales
Facebook $8,000 $1.25 6,400 0.05% 3 (3.2)
Google Display $2,000 $5.00 400
0.05%
0 (0.2)
Google Video $2,000 $3.50 571
0.05%
0 (0.3)
Total Spend $12,000 Total # Visitors 7,371
Number of new
Students
3

10. Interest: Budget Allocation for Media
Channels Planned Spend Cost Per Click
Number of
Site Visits
Average
Conversion Rate
Total Sales
Facebook $8,000 $0.50 16,000 0.1% 16
AdWords Search $2,000 $1.50 1,333
0.1%
1(1.3)
Video $2,000 $2.75 727
0.1%
1 (0.7)
Total Spend $12,000 Total # Visitors 18,060
Number of new
Students
18

11. Desire: Budget Allocation for Media
Channels Planned Spend Cost Per Click
Number of
Site Visits
Average
Conversion Rate
Total Sales
Facebook Re-
Target Ads
$20,000 $0.30 66,667 0.3% 200
AdWords Search $6,000
$1.50
4,000
0.3%
12
Email Marketing $0 4,000
0.3%
0
Total Spend $26,000 Total # Visitors 74,667
Number of new
Students
212

12. ROI: Budget Allocation for Media
Phase Total Spend
Total Number
of Site Visits
Total Number
of Sales
Profit Per Sale Total Profit ROI
Awareness $12,000 7,371 3 $299 $897 -$11,103
Interest $12,000 18,060 18 $299 $5,382 -$6,618
Desire $26,000 74,667 212 $299 $63,388 $37,388
Total $50,000 100,098 233 $78,039 $19,667

13. Additional Channels/Recommendations:
Considering the results of a number of the ad campaigns, it appears that the bulk of ads are viewed and clicked
on mobile devices. It will be important that campaigns, ads and assets are optimized for mobile.
If budget allows, additional resources could possibly added to expand on video ad campaigns – especially
considering that video content is quickly becoming one of the biggest drivers for content consumption, as well
as search page ranking.

14. Market your Content

15. Market your Content
Tumblr Blog Post: Are You Ready for Tomorrow?
As a marketing professional these days, staying current in your craft can be a constant battle. Just like the latest hardware and
software, what was ‘cutting edge’ in marketing techniques today is obsolete tomorrow. The advent of the internet, smart mobile
devices and social media, has altered the marketing landscape forever.
Traditional practices alone are not enough for today’s professional. Fully embracing digital marketing techniques is essential for
being successful in today’s world. I was thinking of going back to school to secure a Master’s degree, but that prospect could be very
challenging, considering the needs of having to work and raise a family at the same time. And on top of the trials of trying to balance
all of those responsibilities, there is the tremendous cost for securing such a degree.
So how do seasoned professionals retain state-of-the-art skills, while balancing a career and family life? I recently enrolled in
Udacity’s Digital Marketing NanoDegree program. With Udacity’s help, I am receiving those cutting-edge skills that are in high
demand. Their curriculum is totally online – so I can study and work on projects that can be scheduled around my busy life. And they
even have real-time mentors and forums with the program, so I can get the help I need when I am working during the off-hours. And
all of this is available at a very affordable rate.
With their program, today’s marketer is becoming tomorrow’s marketer – and all with only three months of time! Ready to become
relevant again? Learn more about what Udacity’s Digital Marketing NanoDegree program can do provide you with the skills that
today’s companies are looking for: goo.gl/FPy2eN
#lminDMND
The post can be found at: https://ardirector.tumblr.com. (Shortened URL is: https://goo.gl/qTw4iJ )

16. Facebook Post
.
Are You Ready for Tomorrow?
For today’s marketer, staying current in your craft can be a constant battle. What was ‘cutting edge’ in marketing techniques today is
obsolete tomorrow. The advent of the internet, smart mobile devices and social media, has altered the marketing landscape forever.
Traditional practices alone are not enough for today’s professional. I was thinking of going back to school to secure a Master’s
degree, but that prospect could be very challenging, considering the needs of having to work and raise a family at the same time.
So how do seasoned professionals retain state-of-the-art skills, while balancing a career and family life? I recently enrolled in
Udacity’s Digital Marketing NanoDegree program. Their curriculum is totally online – so I can study and work on projects that can be
scheduled around my busy life. Real-time mentors and forums keep my projects on track – round the clock – and at an affordable
rate.
Like me, you can become tomorrow’s marketer – in just three months! Learn more at my blog: https://goo.gl/qTw4iJ
#lminDMND

17. Instagram Post
Ready for Tomorrow?
For today’s marketer, staying current in your craft can be a constant battle. What was ‘cutting edge’ in marketing
techniques today is obsolete tomorrow. I was thinking of going back to school, but had to consider balancing work and
family life. I recently enrolled in Udacity’s Digital Marketing NanoDegree program. Their curriculum is totally online –with
real-time mentors and forums to keep me on track – at an affordable rate.
Learn more at my blog: https://goo.gl/qTw4iJ
#lminDMND

18. Twitter Post
Ready for Tomorrow? I am! Get ‘cutting-edge’ marketing skills while still
balancing your life. Learn more here: https://goo.gl/qTw4iJ #lminDMND

19. Run a Facebook Campaign

20. Run a Facebook Campaign
Image # 1 Image # 2 Image # 3

21. Key Results –Ad #1
1. Ad #1 was the worst performing at all levels. There were zero downloads, 7% of the reach, and
5.5% of impressions. CPM was by far the most expensive ($15.66), over double of the other ads.
2. From and engagement perspective, this ad represented 9.1% of people taking action, 6% of clicks,
but had zero page likes.
3. Demographically, the reach was split evenly between the 34-44 and 45-54 age classes.
4. Placement wise, the Audience Network was responsible for 15.3% of reach. Facebook represented
36.4%, while Instagram made up for the remaining 48.5%.
5. Mobile channels again dominated, representing 97.3% of reach.

22. Key Results –Ad # 2
1. Ad #2 was the best performing at almost all levels. This ad represented 82.6% of downloads, 72.8% of the reach,
and 71.7% of impressions. CPM was the second most expensive ($10.87).
2. From and engagement perspective, this ad represented 72.4% of people taking action, 79.5% of clicks, and 40% of
page likes.
3. Demographically, the reach was split fairly even between the two age classes. The 34-44 age class represented
47% of downloads and 50% of reach, while the 45-54 age class was responsible for 53% of the downloads and 50%
of reach for this ad.
4. Placement wise, the Audience Network was responsible for 41.2% of reach. Facebook represented 22.7%, while
Instagram made up for the remaining 36.9%. Facebook was responsible for 63.6% of downloads for this ad, while
Instagram represented 36.45 of downloads.
5. Mobile channels again dominated, representing 99.7% of reach and 100% of downloads.

23. Key Results –Ad # 3
1. Ad #3 was the second best performer. This ad represented 17.4% of downloads, 24.7% of the
reach, and 22.7% of impressions. CPM was the lowest ($7.02).
2. From and engagement perspective, this ad represented 19.2% of people taking action, 14.5% of
clicks, and 60% of page likes.
3. Demographically, the reach was similar to the other two ads – split fairly evenly between the two age
classes. The 34-44 age class represented 50% of downloads and 47% of reach, while the 45-54
age class was responsible for 50% of the downloads and 53% of reach for this ad.
4. Placement wise, the Audience Network was responsible for 32.5% of reach. Facebook represented
29%, while Instagram made up for the remaining 38.6%.
5. Mobile channels again dominated, representing 97.9 % of reach, as well as 100% of downloads.

24. Campaign Results: Performance

25. Campaign Results: Demographics

26. Campaign Results: Placement

27. Campaign Evaluation
1. While the marketing objective fell very short of the projection, this was an exploratory campaign. But
solid benchmarks have been established for measuring the performance of future campaigns.
2. If an additional budget were allocated, the following corrections are suggested:
● With the dominance of reach and downloads in the mobile channel, it will be important to optimize
content and functionality for a mobile experience.
● Conducting some A/B testing by altering the headline and content for separate ads might provide
more optimal results.
● Considering the overwhelming success of the ad that had female-centric imagery, it may be a good
idea to replace the images for ad # 1 and # 3 with more ‘female-friendly’ imagery.

28. Search Engine Optimization (SEO)
Audit

29. SEO Technical Audit: Metadata
DMND URL: dmnd.udacity.com
Current Revision
Title Tag Udacity Digital Marketing Nano Degree
Program
Udacity Digital Marketing NanoDegree Program
| Become a Digital Marketer
Meta-Description No content Gain real work experience running live
campaigns. Learn from experts in the field.
Secure a 360-degree understanding of digital
marketing.

30. SEO Technical Audit: Metadata
DMND URL: dmnd.udacity.com
Current Revision
Alt-Tag:
//c.fastcdn.com/t/beb60d3
8/d4lfl3af/1496943484-
13815763-960x480-
medium.jpg
Empty UDACITY STUDENTS LEARNING
Alt-Tag:
//c.fastcdn.co/t/beb60d38/
d41f13af//1496943485-
13718463-189x64-
horizontal-primary-b.png
Empty DMND PROGRAM LOGO
Atl-tag:
//c.fastcdn.co/t/beb60d38/
d41f13af/1496943491-
13720038-892x44-
logospartners.png
Empty UDACITY PARTNER LOGOS

31. SEO Technical Audit: Metadata
DMND URL: dmnd.udacity.com
Current Revision
Alt-Tag:
//c.fastcdnco/t/beb60d38/
d41f13af/1496943483-
13814963-862x403-image-
digital-market.png
Empty FLOATING LAPTOP
Alt-Tag:
//c.fascdn.co/t/beb60d38/d
41f13af/1496943501-
13815588-415x345-
features1.png
Empty UDACITY MARKETING INSTRUCTOR
Atl-tag:
//cfastcdn.co/t/beb60d38/
d41f13af/1496943512-
1383478-383x305-features-
02.png
Empty GRAPH BAR AND LAPTOP

32. SEO Technical Audit: Metadata
DMND URL: dmnd.udacity.com
Current Revision
Alt-Tag:
//c.fastcdnco/t/beb60d38/
d41f13af/1496943509-
13815378-
203x169x285x204x6x11-
70B-box.png
Empty $70B SPENT ON DIGITAL MARKEITNG

33. SEO Technical Audit: Backlink Audit
Backlink Domain Authority (DA)
1 http://lists.w3.org/Archives/Public/public-
schema-course-extend/2016Jan/0020.html
100
2 http://www.nytimes.com/2012/04/18/technol
ogy/coursera-plans-to-announce-university-
partners-for-online-classes.html
100
3 https://www.youtube.com/watch?v=FWJ5JzU
9tqU
100

34. Page Speed
The mobile ranking for the DMND site was 79/100 – a medium ranking. The site could use a slight tune-up. Page
speed is important mainly for two reasons:
1. Slow page speed results in search engines crawling fewer pages, which negatively impacts indexation of
pages, which in turn affects ranking.
2. Slow page speed provide a negative user experience, which increases bounce rates, as well as reduces time
spent on a page.

35. Mobile-Friendly Evaluation
The results for the DMND website were excellent - 4 seconds to load the page. Mobile-friendliness has been
growing in importance since the beginning of the smartphone era in 2007. According to comScore, 60% of digital
time in the majority of global markets in now spent on mobile devices. More and more people are accessing the
web by mobile devices – acccording to GeoMarketing, US users are averaging 3.23 hours a day on mobile devices
(compared to 2.08 hours a day on desktop).

36. Recommendations
1. Udacity could improve the use of keywords for the DMND website – especially including tailwords like “What are the best digital marketing
degree programs’ and ‘best digital marketing degrees’. These could be entered into the content on the site, as well as used in blog articles
that would direct traffic towards the site.
2. Udacity could improve the content in the title tag for the DMND website. A suggested addition to the title tag could read: “Become a Digital
Marketer”.
3. Udacity could insert content into the DMND website meta-description – currently there is no content. Suggested additions: ‘Gain real world
experience running live campaigns. Learn from top industry experts. Secure 360 degree understanding of digital marketing.’
4. Udacity could insert content into the Insert Alt-Tag content for the DMND website. Currently the alt-tags for all these images are empty.
Currently image files have lengthy titles that are not descriptive of the images. Descriptive content/titles for each images could be added in
the alt-tag to identify the placeholder in the event that images are not loaded.
5. Udacity could improve the number of pages indexed for the DMND website. The Google Indexed Page Checker revealed ‘N/A’ for the DMND
website. Udacity should be begin by indexing the site map with Google (if has not done so yet). Increasing the number of pages indexed
could help increase the page rank.
6. Udacity could increase the page speed of the DMND website . The ‘think with Google’ tool revealed that currently the DMND website has a
score of 79/100 for mobile, and a score of 70/100 for desktop – which is medium rating. By increasing the page speed, it could result in
improving page rank and user experience.

37. Run an Adwords Campaign

38. Ad Group #1: Ads & Keyword Lists
Keywords: Basic app development course, firebase android push,firebase app, firebase docs, firebase in ios,
firebase ios swift, firebase latest version, firebase push, firebase storage android, ios chat app tutorial swift, ios
learning apps, ios swift bootcamp, iphone application development course, learn iphone development, swift 2
course, swift app development tutorial

39. Ad Group #2: Ads & Keyword List
Keyword List: chat app development, console firebase google, firebase add data, firebase apns, firebase app,
firebase chat, firebase cost, firebase data url, firebase docs, firebase ios chat, firebase latest version, firebase
messaging, firebase notifications ios, firebase push, firebase sdk, firebase server, firebase storage, firebase swift,
google ios developer, ios chat app tutorial swift, learn apple programming, learn coding on iphone, learn iphone
development,

40. Key Campaign Results (Campaign & Ad Groups)
Ad Group
Max.
CPC Bid
Impr. Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Cost
Aussie Firebase
Group 1
$3.00 1,259 24 1.91% $2.28 0 0% N/A $54.80
Aussie Firebase
Group 2
#3.00 534 14 2.62% $2.47 0 0% N/A $34.52
Total 1,793 38 2.12% $2.35 0 0% N/A $89.32

41. Key Campaign Results (Ads)
Ad Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Ad Group 1, Ad 1 18 1.82% $2.34 0 0% N/A
Ad Group 1, Ad 2 6 2.21% $2.11 0 0% N/A
Ad Group 2, Ad 1 9 3.60% $2.53 0 0% N/A
Ad Group 2, Ad 2 3 1.22% $2.57 0 0% N/A

42. Key Campaign Results (Keywords)
Keyword Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
iOS Learning Apps 13 2.53% $2.29 0 0% N/A
Learn Apple Programming 7 5.98% $2.82 0 0% N/A
Firebase App 4 1.06% $1.91 0 0% N/A

43. Campaign Evaluation
The marketing objective for the campaign was to secure 20 course signups by February 14, 2018. With no past performance
activity to gauge probably accounts, it was purely experimental to choose the number of signups.
○ The lack of any conversions was disappointing. This contributed to a negative ROI for all elements of the campaign.
○ Cost per Click (CPC) for the entire campaign averaged $2.35, which was 78% of the maximum CPC assigned.
○ Ad group 2 resulted in the highest CTR (2.62%), but group 1 had the highest number of clicks (24), and the lowest
average CPC ($2.28).
○ Ad 1 from Group 1 resulted in the highest number of clicks. Ad 1 from Group 2 resulted in the highest CTR (3.60%), while
Ad 2 from Group 1 had the lowest average CPC ($2.11). Group 1 might have been the better performer, due the higher
performing keywords (iOS learning apps, firebase app).

44. Campaign Evaluation (continued)
○ The keyword with the highest number of clicks was’ iOS learning apps’ (13). Keyword ‘learn apple programming’
resulted in the highest CTR (5.98%) but had the highest average CPC( $2.82). ‘firebase app’ ha the lowest average CPC
($1.91) , but had a very low CTR (1.06%).
○ From a CPC perspective, there was high competition in the bid for keywords ‘learn apple programming’, ‘swift app
development tutorial’, ‘learn iphone development’ and ‘firebase docs’, due to the high CPC. Keywords ‘google ios
developer’, ‘firebase app’, and ‘chat app development’ had the lowest CPC and resulted in clicks, a well as generated 623
impressions – these words appeared to have much lower competition in the bidding.
○ Out of 45 keywords, 30 words (66%) resulted in generating impressions, and 12 words (27%) generated clicks.
○ From a branding/awareness perspective, the total CPM averaged $49.82. Ad group 1 performed best with a CPM of
$43.53, while group 2 had a CPM of $64.64.
○ Keywords that generated the most impressions were ‘learn iphone development’ (162, but that was split between 89 for
group 2, and 73 for group 1), ‘learn apple programming’ (117), ‘google ios developer’ (65) and ‘firebase messaging’ (48).

45. Recommendations for Future Campaigns
If additional budget were allocated to continue this Firebase ad campaign in Australia, the following suggestions
are offered:
● Continue to run Ad Group 1, removing the lowest performing keywords and adding some of the higher
performing keywords from Group 2. Keywords with the highest cost (competition) could have the maximum
CPC raised above the current $3.00 limit to see if they perform better during the next campaign.
● Continue to run Ad Group 2, but headline and content in Ad 2 to see if that would increase performance.
Remove/pause the lowest performing keywords and add some of the highest performing keywords from
Group 1 to see if that will improve performance.
● The landing page could be improved by adding social sharing buttons (which might improve reach), as well as
adding language that offer is ‘limited time – sign up by Feb. 20th’ that would increase a sense of urgency and
possibly increase the number of immediate course signups.

46. Evaluate a Display Advertising
Campaign

47. Display Image Campaign: Overall Results

48. Results: Calculate the ROI
Key Results:
● The display image campaign resulted in 1,973 clicks with a Cost Per Click averaging $0.44
● 4 new students were secured as a result of the campaign with a Cost Per Acquisition of $218
Overall ROI:
Total ROI for the campaign was $1196- $872.51 = $323.29 ( about $81 per student). While this was a positive return on investment,
there was a fairly high Cost Per Acquisition.
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1,973 282,066 0.70% $0.44
Cost Conversion Rate # New Students CPA ROI +/-
$872.51 Go0.2% 4 (3.946) $218 $324 (+)

49. Display Image Campaign: Ad Results
A
B

50. Which Ad Group Performed Better?
Creative A outperformed Creative B slightly on a CTR basis (0.04% more), overall number of clicks (3.5 times as
many), number of students (3 vs. 1), and overall ROI ($97.97 more).
However, Creative B had a lower CPC (averaging $0.03 less) and lower CPA ($42.52 less), which resulted in a
higher ROI on a per student basis ( $112.76 vs. $70.24).
Creative Clicks Impressions CTR Avg CPC Cost
Conversio
n
Rate
# of New
Students
CPA ROI +/-
Creative - A 1,531 216,199 0.71% $0.45 $686.27
.2%
3 $228.76
$210.73
(+)
Creative - B 442 65,867 0.67% $0.42 $186.24
.2%
1 $186.24
$112.76
(+)

51. Display Image Campaign: Keywords
Keyword Clicks Impressions CTR Avg CPC Cost
1 Marketing Online 236 20,750 1.14% $ 0.50 $ 118.64
2 Marketing Courses 19 1999 0.95% $ 0.27 $ 5.14
3 Digital Marketing Training 57 8,224 0.69% $ 0.54 $ 30.75
4 Digital Marketing Training 226
38,259 0.59% $ 0.28 $ 63.00
5 Marketing Careers 14 2,998 0.47% $ 1.68 $ 23.50

52. Display Image Campaign: Keywords
Key Findings
• ‘Marketing Online’ resulted in the highest number of clicks (236) and highest CTR (1.14%)
• ‘Marketing Courses’ resulted in the lowest average CPC ($0.27) and lowest total cost ($5.14)
• ‘Digital Marketing Training’ resulted in the highest number of impressions (38,259) and the
lowest CPM for impressions ($1.65)

53. How would you optimize this campaign?
Suggestion 1: It might be prudent to try further A/B testing, altering the text content between the
two ads to test effectively of different descriptions.
Suggestion 2: It might also be a good idea to try a different image for Creative B to see if it will
enhance ad performance. Possibly use an image that resonate closer to a digital marketing theme.
Suggestion 3: Low performing keywords (‘adwords course’, facebook marketing course’, ‘search
marketing online course’, ‘digital analytics course’, and ‘social media marketing online course’)
should be discarded. Possibly add some more long-tail keywords (‘learn digital marketing’, ‘digital
marketing careers’, and ‘learn online marketing’), as well as brand keywords might be effective for
increasing performance.

54. Display Video Campaign: Overall Results

55. Display Video Campaign: Ad Results
B
A
Campaign A - Short Keyword List
Campaign B - Large Keyword List

56. Results: Calculate the ROI
Overall ROI of the campaign was $370.40 which worked out to $92.60 per student,
which was a positive result.
Creative Clicks Impressions CTR Avg CPC
Campaign Results 1,892 157,517 1.20% $ 0.44
Cost Conversion Rate # New Students CPA ROI +/-
$ 825.61 0.2% 4 (3.78) $ 206.40 $ 370.40 (+)

57. Which Ad Group Performed Better?
Video B definitely performed the best. It had the lowest Avg. CPC (42% less) and CPA ($111.75 less),
as well as the highest number of clicks, CTR (.56% more), impressions, number of students (3 times
as many), and overall ROI ($352.81 more). ROI per student was also dramatically better ($120.54
vs. $8.79).
Creative Clicks
Impressio
ns
CTR Avg CPC Cost
Conversio
n
Rate
# New
Student
CPA ROI +/-
Campaign A 453 54,312 0.83% $ 0.64 $ 290.21
.2%
1 (0.906) $290.21 $ 8.79 (+)
Campaign B 1,439 103,205 1.39% $ 0.37 $ 535.40
.2%
3 (2.878) $178.46
$ 361.62
(+)

58. Key Campaign Results (Keywords)
Keyword Clicks Impressions CTR Avg CPC Cost
Conversio
n Rate
CPA
# New
Students
ROI +/-
Ad
advertisement
510 24,172 2.11% $0.17 $85.58
.2%
$ 83.90 1 $219.40 (+)
Digital learning
course
207 14,198 1.46% $0.31 $64.99
.2%
N/A 0 $-64.99 (-)
Course digital
marketing
106 8,726 1.21% $0.43 $45.50
.2%
$214.62 0 $-45.50 (-)
Online marketing
video
495 42,440 1.17% $0.51 $253.23
.2%
N/A 1 $42.78 (+)
SEO 102 9,197 1.11% $0.48 $48.81
.2%
N/A 0 $-48.819 (-)

59. Key Campaign Results (Keywords)
‘Ad advertisement’ was the best performing keyword with the highest number of clicks,
CTR, number of students, and ROI. It also had the lowest Avg. CPC and CPA. Looking
even deeper, this keyword also had the lowest impression CPM ($3.54) and the highest
per student ROI ($215.10).
‘Online marketing video’ had the highest number of impressions, but had the highest
CPA and impression CPM ($5.97).

60. How would you optimize this campaign?
Suggestion 1: There were 934 keywords listed in the full list- it may be prudent to slim the list down
– especially the terms with little to no performance. And if securing impressions are not a priority, it
may be best to remove ‘online marketing video’ as a keyword. Addition of brand keywords could
also improve ad performance.
Suggestion 2: A/B testing would be another means for optimization. This could be done utilizing a
new mix of keywords for testing performance of each of the two versions, as well as adjusting
creative for Video A, to see if performance would improve.
Suggestion 3: Possibly make adjustments to the landing page content to see if the CTR would
improve – at the very least include the ‘Udacity’ logo at the top of the page as an identifier.

61. Recommendations for future campaigns
○ For the display ads, it is recommended to replace the images for Ad B in an attempt increase
performance. As well, it may be a good idea to experiment with altering text content in either A or B
ads to see if performance is increased by the use of different language. Removing low performing
keywords and replacing with additional head (and brand) and long-tail words may be effective for
increasing performance.
○ For the video ads, removing a number of the low performing keywords may be effective. Insertion of
brand words might help raise impressions and CTR as well. Creating an alternative video for Ad A may
be an effective means for raising performance (if budget allows).
○ The landing page is well constructed, but possible improvements could be to add a more time-relevant
call to action: “Act now and get 10% off” could possibly create a sense of urgency and prompt more
visitors to convert. The addition of social media sharing buttons could also be effective for increasing
reach and engagement – especially the addition of Instagram to the mix, considering the strength of
the platform with mobile devices, as well as LinkedIn, since it is so prevalent with business
professionals. It may also be a good idea to add ‘Udacity’ at the top of the landing page, so visitors can
identify with the brand/organization.

62. Market with Email

63. Email Content:
Email Content Plan
Email Topic Marketing Objective KPI
Email #1 Thanks for Signing Up! Engagement # of Opens
Email #2
Curious about Digital
Marketing?
Engagement # of Opens
Email #3
Ready to Enhance Your
Future?
Conversion # of Program Signups

64. Email #1
Email Content Plan
Subject Line Body Summary Visual CTA Link
Thanks for
Signing Up!
With all the emails filling up
inboxes these days, we are happy
to see you chose to sign up to
receive information about the
Digital Marketing NanoDegree
program!
‘Excited female’
– targeted to
persona
(females, 40-
50,etc.).
We would like
to invite you to
take a tour of
our website.
Take a Tour
http://dmnd.ud
acity.com

65. Email #2
Email Content Plan
Marketing Objective Subject Line CTA
Engagement
Curious About Digital
Marketing?
-Wondering what Digital
Marketing is all about?
-The channels of Digital Marketing
-Learn more about an exciting
career in digital marketing.
-Use ‘Learn More’ Button

66. Email #3
Email Content Plan
Marketing Objective Subject Line CTA
Conversion
Ready to Enhance Your
Future?
-Begin your journey into Digital
Marketing now!
-Use ‘Start Here’ Button

67. Email Campaign Calendar
Week 1 Week 2 Week 3
M T W Th F M T W Th F M T W Th F
Email
#1
Email
#2
Email
#3
Planning Tests Send Analyze
KEY PHASES

68. Email Screenshot: Email #1

69. Results Email #1
Results and Analysis
Sent Delivered Opened Opened Rate Bounced
2500 2250 495 22% 225

70. Results Continued Email #1
Results and Analysis
Clicked CTR Take Action Conversion Unsubscribed
180 8% 75 3.3% 30
The unsubscribe rate was too high for this campaign (1.3% based against number of emails
delivered). Frequency of campaigns and quality of content should be reviewed, to avoid
such a high rate. Otherwise, future messages may start to begin to be flagged as spam.

71. Final Recommendations
Considering the results from Email #1, I would suggest the following course of action:
● For email #2, change the headline to ‘Curious about Digital Marketing?’, enter content focusing on the
channels/elements for the body, and alter the CTA to a button that says “ Learn More” This email would
continue to focus on engagement, and would use the following image:
● For email #3, change the headline to ‘ Ready to Enhance Your Future?, have the body content focus on the
benefits of such a degree (and the current demand for such skills), and change the CTA to ‘Begin your journey
here’ with a button labeled ‘Start Here’. This email would focus on conversions, and would use the following
image:

72. DMND Portfolio
KC Dochtermann