The summary analyzes a digital marketing campaign run by Udacity to promote their Digital Marketing Nanodegree Program. The campaign goal was to collect 50 email addresses within one week with a $1000 budget. It used a landing page offering a free eBook in exchange for emails. Three ads targeted a persona named Jessica. Ad 2 performed best with the highest conversions and lowest cost per result. The campaign met its goal but had room for improvement through testing new ads, copy, and optimizing the landing page.

2. Campaign Summary

3. 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.

4. Landing Page

5. 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

6. 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

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

8. Ad One

9. Ad Two

10. Ad Three

11. Campaign Evaluation

12. Campaign Evaluation
1. 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.) Age
27,Female,Graduated from university, Location a mid-size US city
Flexible study schedule, Hiking ,Photography, Transition into a new career in digital marketing, Get a job with
higher earning potential/path to advancement, Meet other marketers.
a. Provide the correct formulas for the following KPIs:
i. CPM (Cost per 1,000 Impressions) CPM = Cost / Impressions * 1000
ii. Link Click-Through Rate CTR = Link Clicks / Impressions * 100
iii. CPLC (cost per link click) = Cost / Link Clicks
iv. Click To Lead Rate = Results (Leads) / Link Clicks * 100
v. Cost per Results = ( Total Amount Spent /Total Results )
a. Based on the “Key Results” table, identify which ad performed best, and explain why you think this was the
case.
● Ad number 2 was the most successful because it received highest number of
conversions - 43, also Cost per result was the lowest 13.25.our kpi is 50 and we get
66 total

13. c. How would you optimize the campaign, and explain why do you think so?
the recommendation for the next A/B testing ,I can continue testing different images, such
as including images with people or including videos that would summarize an ebook, Also I
can do some change with video presentations to explain more abut our product for AD 1 &
AD3 , FOR AD 2 its doing well so I can keep.
d. Write up a high-level overview of how well or not well the campaign performed, based
on the marketing objective.
Objective was to get 50 e-book downloads and we got 66 which means we did
achieve our marketing objective. 1 book was worth 25$ so 6625$=1,625$ and we have
spent for the campaign 1,000$ This shows the campaigns success. For the next time we
need to work on getting much less per ebook download cause we have still paid a lot and
ROI= (25$66)1000=1.6 units ROi is positive but low

14. 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?
COPY I can change the subtitle to increase the roasting of the audience on
downloading the book or change pictures with other characters that carry
with it speed on taking action.
○ Would you change any of the existing ad copy or add any new ones? What
would you add or change and why? I can do little change for Copy 1&3 I'll
add a title that increases the learner's passion and adds a free video
explanation
○ What iteration would you make to the A/B test? We only have three ads that
work well and achieve the numbers and objectives of the campaign, which is
the number two, and there is a declaration number 1 and 3 that do not
achieve the objectives of the campaign and we will work on some changes

15. ○ Would you make changes to the landing page, and if so, what kind of changes
and why? We can add some change into landing bag, Change the image from
the book to the video which explains e-book content
How would you optimize the campaign, and explain why do you think so?
Improving campaign performance it is possible to add a free side as an audio
explanation of the content