Facebook Campaign for Udacity's Digital Marketing Nanodegree Program by Tayyab Ghaffar

1. Project 3 (Part 2)
Run a Facebook Campaign
CAMPAIGN EVALUATION
Course: Digital Marketing Nanodegree
Udacity
Submission Date: 31/03/2018
Submitted by: Tayyab Ghaffar

2. Part 1: Campaign Approach
Campaign Approach
As I am working for DMND challenge, my marketing objective will be (conversion) to collect
email addresses of potential DMND students by offering them FREE Social Media Advertising
eBook with the help of 3 different Ads on Facebook.
I will run my Facebook campaign for 3/5 days i.e. 23rd March to 27th March 2018 with a life
time budget of $125.00.
My target audience will be both genders between 20 to 45, who are interested to land a digital
marketer job, to work as a freelancer or to start their own set up where they are looking for
skills to market their own product on social media. These can be professionals who are
thinking to start new business or college graduates with odd jobs who are interested in digital
marketing careers.
I will start my campaign with 3 different single image Ads with same Headline, Ad Copy but
with slight difference in color and design of images to test, which one works best.
Target Customer Persona

3. Product
Digital Marketing Nanodegree Program eBook (Udacity)
Marketing Objective
To collect 500 emails addresses of the potential DMND students during campaign period of
22/03/2018 to 25/03/2018 on Facebook with a life time budget of $125.00
KPI
The number of email addresses/ leads collected during campaign period of 22/03/2018 to
25/03/2018 on Facebook.
Campaign Summary
1. Who did you target with your Ad Set and how (demographics, location, interest,
behavior etc.)?
• Age: 20 – 45
• Gender: Male and female
• Location: Europe
• Interests: Online marketing, digital marketing, social media marketing, English
language, college and university graduates, social and gathering.
• Behaviour: small business owner.
• Field of study: Online marketing, digital marketing.
2. What Ad Copy and Ad Creatives did you use?
Ad Copy:
• Headline: FREE eBook: Social Media Advertising Guide.
• Text: Get your FREE eBook Today: Learn the best practices in Digital Marketing.
Ad Creatives:
I used 3 different colours of a desktop monitor screen image for my campaign but I
was forced to re-create ads and I used 2 desktop monitor screen images with different
colours but my 3rd Ad was an image with mobile phone instead of desktop monitor
screen but all the three ads have words DIGITAL MARKETING in it, and my 4th ad was
an image of Udacity’s social media advertising eBook.
3. If you made any changes, please describe them.
I re-created four images and my 4th ad was an image of Udacity’s social media
advertising eBook which performed below average and had relevant score of 2 as
compare to score of 5 for other 3 ad, so I dropped it.

4. Ad Images
Ad 1
Ad 2

5. Ad 3
Ad 4

6. Key Results
Present the most important metrics per ad
Campaign Results Reach Cost Amount Spent
Ad One 131 12,913 0,19 24,72
Ad Two 92 12,435 0,18 16,75
Ad Three 86 7,645 0,17 14,74
Ad Four 5 1,588 1,604 3,14
Campaign Evaluation
1. Evaluate the success of your campaign, given your marketing objectives.
• Which Ad performed best?
Ad 3 performed best as it has cost of $ 0.17
• Was your campaign ROI positive? Please use this equation to calculate ROI:
($15* 702) / $125 = $ 84, 24 ROI for DMND
Campaign Evaluation: Recommendations
If you had additional budget, how would approach your next campaign?
I would like to experiment with different audience e.g. I would target audience from emerging
economies like India, Pakistan, UAE and South East Asia.

7. Appendix
Screenshots for Reference
Campaign Results: Performance

8. Campaign Results: Demographics
Campaign Results: Placement

9. Ad Set Data: Performance
Ad Set Data: Delivery

10. Ad Set Data: Engagement