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Evaluation of a Display Adverting Campaign

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Evaluation of a Display Adverting Campaign

  1. 1. Objective, Approach, KPI Marketing Objective: We want to get people to sign up for Udacity’s Digital Marketing Nanodegree program. A display advertising campaign will consist of three different images, with each targeting three different phases of the user journey: Awareness, Interest, and Desire. Landing Page: https://www.udacity.com/course/digital-marketing-nanodegree--nd018 Profit: Udacity makes $300 in profit per person that signs up based on a 30% profit margin of the $1000 program cost. Campaign Approach / KPI: A display advertising campaign comprised of three images will be used. 1. Affinity Audience Targeting ● Goal: Increase brand awareness of course ● Audience: Business Professionals, Social Media Enthusiast ● Phase of User Journey: Brand Awareness ● Key Performance Indicator: Clicks 2. Contextual Site Targeting ● Goal: Increase potential student interest. ● Audience: People visiting digital marketing partner sites ● Phase of User Journey: Interest ● Key Performance Indicator: Clicks 3. Remarketing / Retargeting ● Goal: Get people to sign up for the course. ● Audience: People who have already visited course site. ● Phase of User Journey: Desire ● Key Performance Indicator: Conversions
  2. 2. Target Persona Background and Demographics Marketing Pioneer McLovin Needs • Late 20s to Late 30s • Working in Tech Industry • Undergrad in Engineering • HH income of 100k+ • Lives in California / New York • Experts in the field to help learn of new technology • Help outside of work • An online community to support education needs • Cheap and time friendly resources Hobbies Goals Barriers • Cooking • Music • Reading • Travel • Surfing the web • Coding • Digital marketing sites • Change career into a different role in a different industry within 3 years • Expand knowledge of digital marketing foundations, and other new areas relevant to future career • Start a new business • Lack of relevant educational resources at work • Companies don’t value digital marketing as much as traditional marketing • Limited time and budget for education
  3. 3. Part 1 Display Image Campaign Overview
  4. 4. Display Image Campaign 1: Affinity Audience Targeting ● Goal: Increase brand awareness of program / course ● Audience: Business Professionals, Social Media Enthusiast ● Phase of User Journey: Brand Awareness ● Key Performance Indicator: Clicks Ad Copy
  5. 5. Display Image Campaign 2: Contextual Site Targeting ● Goal: Increase potential student interest. ● Audience: People visiting digital marketing partner sites ● Phase of User Journey: Interest ● Key Performance Indicator: Clicks Ad Copy
  6. 6. Display Image Campaign 3: Remarketing / Retargeting ● Goal: Get people to sign up for the course. ● Audience: People who have already visited course site. ● Phase of User Journey: Desire ● Key Performance Indicator: Conversions Ad Copy
  7. 7. Part 2 Display Image Campaign Results, Analysis, and Recommendations
  8. 8. Display Image Campaign: Results Campaign Approach 1. Affinity Audience 2.Contextual Targeting 3. Retargeting Stage of Customer Journey* Brand Awareness Interest Desire Clicks 1243 407 670 Impressions 200957 67833 109994 Cost $448.95 $231.99 $234.50 CTR 0.62% 0.6% 0.61% Average CPC $0.36 $0.57 $0.35 Estimated Conversions** 2 1 1 CPA $224.48 $231.99 $234.50 ROI $149.04 $67.01 $64.05 KPI of Campaign Approach Number of Clicks Number of Clicks Conversions Key KPI Amount 1243 407 1 *Stage of Customer Journey is defined as the phase the consumer is in when deciding to and purchasing a product or service. This consists of five stages: Awareness, Interest, Desire, Action, Post Action. **Estimated Conversions is a calculated amount of conversions (enrollments in to the class) as the actual number wasn’t tracked. Calculation is number of clicks multiplied by 0.002 or 1 out of every 500 people.
  9. 9. Display Image Campaign 1: Affinity Audience Analysis Campaign Approach Affinity Audience Stage of Customer Journey* Brand Awareness Clicks 1243 Impressions 200957 Cost $448.95 CTR 0.62% Average CPC $0.36 Estimated Conversions** 2 CPA $224.48 ROI $149.04 KPI of Campaign Approach Number of Clicks Key KPI Amount 1243 This campaign did very well since it got the most impressions and clicks, which is important for brand awareness of the course. The positive ROI indicates this campaign did the best job of enrolling students. The cost of this campaign was justified, where even though the spending was double, the number of impressions and clicks was more than 2 and 3 combined.
  10. 10. Display Image Campaign 1: Affinity Audience Improvements Change text: “Click to learn about how you can gain Digital Marketing skills, including Social Media Advertising! - Call to Action Added - Targeting to Social Media Enthusiasts Change image to a group of people and A/B test to see if it has an effect on improving the number of clicks. Add Udacity logo with the word “Udacity” since this campaign is focused on Brand Awareness. A ”U” is great for interest, and desire stages of customer journey.
  11. 11. Display Image Campaign 2: Site Targeting Analysis Campaign Approach Affinity Audience Stage of Customer Journey* Interest Clicks 407 Impressions 67833 Cost $231.99 CTR 0.6% Average CPC $0.57 Estimated Conversions** 1 CPA $231.99 ROI $67.01 KPI of Campaign Approach Number of Clicks Key KPI Amount 407 With a goal to increase customer interest, this campaign did not do very well based off the number of clicks. With only 410 clicks, the engagement with the Ad was very low. There was a positive ROI, but the CTR was low, meaning that not much interest was generated due to lack of people going to the landing page. Therefore, the Ad copy needs improvements.
  12. 12. Display Image Campaign 2: Site Targeting Improvements Change image to a group of people and A/B test to see if it has an effect on improving the number of clicks. A community of people is great for showing that the Digital marketing program is group of people studying together. Change text: “Interested in Digital Marketing campaigns? Learn online and create your own Social Media, Email, and Display campaigns with Udacity.com’s Digital Marketing NanoDegree Program. Click here to read more!” - Call to Action Added - Wording changed to targeting people who are on Digital Marketing partner pages - Wording informs reader about what the program offers to increase interest Change text: Current text talks about what you get after the program and assume people know about Udacity’s program. We want to generate interest for people who don’t know about the program by talking about what it offers. Text change: “Udacity.com offers a comprehensive Digital Marketing program online! Learn about Search Engine Optimization, Social Media Advertising, and other essential skills to advance your marketing career. Join thousands of others today! Click here to learn more!”
  13. 13. Campaign Approach Remarketing Stage of Customer Journey* Desire Clicks 670 Impressions 109994 Cost $234.50 CTR 0.61% Average CPC $0.35 Estimated Conversions** 1 CPA $234.50 ROI $64.05 KPI of Campaign Approach Conversions Key KPI Amount 1 With a goal to increase the number of enrollments, this campaign didn’t do very well. With only 1 conversion, the campaign didn’t perform as expected. There was a positive ROI, but the campaign the campaign should have ran longer with a larger budget since the goal was to generate more conversions. Also, the Ad Copy needs changes and call to actions such as “Enroll Today” instead of being a copy of the campaign 1 Ad. Display Image Campaign 3: Remarketing Analysis
  14. 14. Display Image Campaign 3: Remarketing Improvements Change text: “Enroll in Udacity’s Digital Marketing Nanodegree today! Click here to get started!” - Call to Action Added - Targeting people who have already visited the Digital Marketing Nanodegree enrollment landing page, and already know of the program. v Change of Ad Creative Addition of - Countdown timer for urgency - “Enroll now” button directing people to the payment page and skipping past the program landing page to increase conversions. v
  15. 15. Comparison between Three Campaigns Campaign Approach 1. Affinity Audience 2.Contextual Targeting 3. Retargeting Clicks 1243 407 670 Impressions 200957 67833 109994 Cost $448.95 $231.99 $234.50 CTR 0.62% 0.6% 0.61% Average CPC $0.36 $0.57 $0.35 Estimated Conversions** 2 1 1 CPA $224.48 $231.99 $234.50 ROI $149.04 $67.01 $64.05 ● Campaign 1 performed the best because it accomplished it’s goal by generating brand awareness through a high number of clicks. Also, it had the highest Return on Investment (in terms of $) out of all three campaigns by generating twice as many student enrollments as campaign 2 and 3. ● Campaign 2 didn’t generate much interest due to a lack of clicks, and Campaign 3 didn’t generate many conversions.
  16. 16. Recommendations for future campaigns 1. Change of existing Ad creatives and copies based on information written on “Improvement” slides. 2. Running of A/B testing with additional budget for longer periods of time. Reiterate analysis and design changes. 3. Running older Ad and newer Ad in same Ad group to see which Ad performs betters for each campaign. 4. Possibly change targeting settings in Google Ads for each of the three campaigns: - Affinity Audience (Brand Awareness) - Site Targeting (Interest) - Retargeting (Desire) Overall, the campaigns ran well for their first time with a limited bugdet. For the 2nd run, it would be wise to use more funds if possible to get more data.

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