Display Project.pdf
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The document discusses the results of three display image advertising campaigns run by Udacity to promote their Digital Marketing Nanodegree program. The first campaign targeting an affinity audience of business professionals and social media enthusiasts had the highest ROI of $1,490.86 with 22 new student signups. The second campaign targeting digital marketing partner sites had an ROI of $67.01 with one new student. The third campaign targeting visitors to the program landing page had an ROI of $64.50 with one new student. The document recommends A/B testing creative, targeting optimizations, and retargeting visitors to improve future campaign performance.
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Display Project.pdf
- 2. Assumptions Marketing Objective: You are running an advertising campaign with the goal of signing up students for the Digital Marketing Nanodegree Cost: The cost of the degree is $999 Profit: For the purpose of this assignment, assume a profit margin of 30%, meaning that Udacity makes $299 in profit per student that signs up. Campaign: We want to aggressively grow the program, but, we want to do it without losing money.
- 3. Formulas: Conversion Assumption: 0.2% Conversion via Landing page Calculating #of Sign Ups: Clicks to the landing page *0.002 = # of Student Sign Ups Note: Please round to the nearest whole number CPA: Cost of Campaign/# sign ups = CPA Note: Please round to the nearest cent ROI: [(299 Profit) - CPA] * # of Student Sign Ups = ROI
- 4. Part 1 Evaluate a Display Image Campaign
- 5. Display Image Campaign: Overall Results Find below the overall results of the Display Image Campaign targeting the Affinity Audience. The Affinity Audience consisted of Business Professionals Social Media Enthusiasts.
- 6. Results: Calculate the ROI 1. Present the results of the overall campaign by completing the table below. 2. Highlight Key Results 3. What was the overall ROI of the campaign? Was it Positive or Negative? Creative Clicks Impressions CTR Avg CPC Campaign Results 1243 200,957 0.62% 0.36 $ Cost Conversion Rate # New Students CPA ROI +/- 448.95 $ 0.2% 22 2 2 2224.475 22222222 222 +1.49086
- 7. How would you optimize this campaign? Provide at least three suggestions to improve this campaign. (Answers might include things like: A/B testing, different creative, changes to targeting) Suggestion 1: Suggest doing an A/B test to see which one works better Suggestion 2: I suggest changing the photo to For a more attractive picture Suggestion 3: Suggest a change of target customers
- 8. Part 2 Evaluate a Display Image Campaign
- 9. Display Image Campaign: Site Targeting Find below the overall results of the Display Image Campaign targeting placements (site targeting). This audience consists of the Digital Marketing partners’ landing pages.
- 10. Results: Calculate the ROI 1. Present the results of the overall campaign by completing the table below. 2. What was the overall ROI of the campaign? Was it Positive or Negative? Creative Clicks Impressions CTR Avg CPC Campaign Results 407 67,833 -6% 0.57$ Cost Conversion Rate # New Students CPA ROI +/- 231.99$ 0.2% 1 231.99 +67.01
- 11. How would you optimize this campaign? Provide at least three suggestions to improve this campaign. (Answers might include things like: A/B testing, different creative, changes to targeting etc…) Suggestion 1: Suggest doing an A/B test to see which one works better Suggestion 2: I suggest changing the photo to For a more attractive picture Suggestion 3: Suggest a change of target customers
- 12. Part 3 Evaluate a Display Image Campaign
- 13. Display Image Campaign: Overall Results Review below the overall results of the Display Image Campaign targeting visitors to the Digital Marketing Nanodegree Program landing page
- 14. Results: Calculate the ROI 1. Present the results of the overall campaign by completing the table below. 2. What was the overall ROI of the campaign? Was it Positive or Negative? Creative Clicks Impressions CTR Avg CPC Campaign Results 670 109,994 -61% 0.35$ Cost Conversion Rate # New Students CPA ROI +/- 234.50$ 0.2% 1 234.5 64.5+
- 15. How would you optimize this campaign? Provide at least three suggestions to improve this campaign. (Answers might include things like: A/B testing, different creative, adding or changes to targeting, etc…) Suggestion 1: Suggest doing an A/B test to see which one works better Suggestion 2: I suggest changing the photo to For a more attractive picture Suggestion 3: Suggest a change of target customers
- 16. Part 4 Results, Analysis, and Recommendations
- 17. Which campaign performed the best? Why? Considering the 3 campaigns below, state which one had the best performance and why. This campaign is the best based on its results Creative Clicks Impress ions CTR Avg CPC Campa ign Results 1243 200,95 7 0.62% 0.36 $ Cost Conver sion Rate # New Student s CPA ROI +/- 448.95 $ 0.2% 22 2 2 2224 .4752 22222 22 222 +1.490 86
- 18. Recommendations for future campaigns In order to get the most out of advertising 1- Retargeting, it is necessary to narrow the target audience of the advertising campaign by targeting only those who have shown interest. Hence, it inevitably guarantees an increase in click- through rate and, consequently, an increase in online visits to the site, and consequently significantly higher conversion rates. A/B testing helps us choose which ads are better in terms of appearance, CPC, and budget optimization to get the highest score.