Facebook campaign evaluation - description of target audience, Ad copy, Ad creatives, Ad preview, ROI calculation, Results based on Demographics, performance, placement, Adset delivery and engament

1. Project 3: Run a Facebook Campaign
CAMPAIGN EVALUATION

2. Campaign Approach
Udacity Corporate training helps in equip marketing teams with the skills of the
future through project based programs created by the industry leading companies.
To grow DMND Enterprise business, the right marketing approach would be
identifying target customers, how to reach them and to how retain those customers
will be the best approach. Along with this having clearly set SMART objectives & KPI
helps to achieve the business goals.
My idea is to acquire more potential customers by engaging them with my Facebook
ad and getting their email and basic company details. Based on the target persona I
have designed below, my target audience are of age group 20-55. Here, am
considering the location based targeting as my target personas belong to India. And
also I prefer to target the companies having the employee count more than 50 and
also have the marketing team.

3. Background &
demographics
● Female, 35 - 40 year old.
● Lives in Asia region.
● She has masters in fashion
technology from Mumbai
university.
● Work as Fashion Retailer in
the Asia region.
Hobbies
● Her day is usually busy doing
multitasking & she finds it
difficult to make time for her
hobbies.
Barriers
● Overcome the Management of
supply chain of raw materials.
● Her employees are less
interested in learning about
digital marketing skills.
Needs
● Her job roles require Fashion
Designing, Merchandising,
Marketing, Written and Verbal
Communication skills.
● Social Networks like Facebook,
LinkedIn etc, Online Trade Journals
and Industry bodies are the basic
information sources that require
for her role to do the project
research.
Goals
● Her main goal is to have 100% of
Purchase Order Qty.
● Work ahead of
● time to match the trends in
fashion industry.
● She recognizes the need of
marketing training for the growth
of her company.
Fashion Retailer Preeti
Customer Persona

4. Marketing Objective and KPI
My marketing objective is to generate 40 leads for Udacity Corporate training program in 4 days
from the businesses which require a marketing skill set to their teams. To achieve this objective I
would be running a Facebook campaign with the budget of $125/4days.
KPI would be the number of leads generated from the Facebook campaign in 4 days.

5. Campaign Summary

6. Campaign Summary
TARGET AUDIENCE
● Demographics: Men & Women, Ages 20-55
● Location: India
● Interests: Marketing, Digital marketing, Business or Social media marketing
● Industry: Business and Finance
AD COPY
● Ad Copy: "Looking to up-skill your digital marketing team? Be a part of Udacity global learning
community."
● Ad Headline: "Learn Digital Marketing from Silicon Valley Experts"

7. Ad Creatives:

8. Ad Images

9. Changes made
• Changes made to one of the Ad creative
Changes made to Target Audience
Age changed to 20-35 as this age group was
performing better.
People who match : Behaviors – Small business
owners, Demographics – Business and finance, Sales,
Industry – Marketing, Interests – Digital marketing,
Social media marketing.
These changes were
made in the last few
hours of campaign to
learn and experiment
few things.

10. Changes made
Made this Ad inactive on the
2nd day of campaign as the
performance was really not
great when compared to
other ads. In other way
Conversions generated with
this ad was very low.

11. Key Results
Campaign Results Reach Cost Amount Spent
Ad One 2 3,024 $2.74 $5.48
Ad Two 51 44,832 $2.11 $107.46
Ad Three 3 7,218 $4.02 $12.06
Overall 56 49,808 $2.23 $125
Results of
best
performed Ad

12. The result of the campaign is very successful with the 56 leads generated which exceeded the objective set(40 leads
in 4 days). But with the $125 budget I was expecting a better results.
Ad that performed best.
Campaign Evaluation

13. Campaign Evaluation. Cont..
On the very first day 16 leads were generated at the cost of $2.50 per result and 17176 people reached. I observed
that the Ad performance was very good on 2nd day generating 25 leads spending $1.76 per result. On the 3rd day of
12 leads generated at the cost of $3.15 per result , which is less when compared to the previous day results. I
assume that this might me due to the few changes I made to the ads which were performing very bad. Last day
performance is very bad due the changes made in the target audience, this generated only 3 leads.
Few positives I felt about my ad
• Number of lead generated is fairly good.
• Observed that Ad with little text performed well than the ads with no text.
• In this campaign targeting broad audience helped to generate more leads.
Few negatives I observed
• Narrowing down the target audience and Adding more groups to the detailed targeting - affected the ad
performance very badly. I could observe drastic decline in the number of leads generated.
• Performance could have been better with this huge amount of budget.
Above all it’s a great learning.

14. Campaign ROI
Leads generated 56
Cost per result 2.23
Total Amount spent $125
ROI Calculated: ($150 * 56 leads)/$125=67.2
ROI looks positive

15. If I had additional budget, my approach to your next campaign would be :
• Run the ad for at least 10 days which will give a clear understanding of the market for our service/product.
• Prefer to narrow down the audience and target some new group of people.
• Changing the target location to extend our product awareness to other regions.
• Would like to do some more research on selecting the Ad Creatives.
• Duplicating the high performance ad with little changes.
• Targeting Only men also might fetch a good results.

16. Appendix
Screenshots for Reference

17. Campaign Results: Performance

18. Campaign Results: Demographics

19. Campaign Results: Placement

20. Ad Set Data: Performance

21. Ad Set Data: Delivery

22. Ad Set Data: Engagement