Florian Badstieber - DMND Portfolio

Digital Marketing Nanodegree Program
We create a Customer Journey Based Marketing Plan with the goal of signing
up new customers to the DMND Program in one quarter.
Budget: $50,000
Profit: For the purpose of this assignment, the cost of the Nanodegree is
$999, we assume a profit margin of 30%, meaning that Udacity makes $299 in
profit per student that signs up.
Campaigns: We want to aggressively grow the program, but, we want to do it
without losing money.

1. Customer Journey Based Marketing Plan

Marketing Objective:
Since we have a budget of $50,000 and a profit per signup of $299, the “break
even” would be reached with the 168th sign-up. To cover unforeseen events and
some requests for refund, our marketing objective is:
We want to achieve 230 new sign-ups for our DMND Program within
one quarter and a budget of $50,000.
Our primary KPI for this objective will be the total Number of sign-ups, counted as conversions.

Target Persona
Target Persona
Background & Demographics
★ Female
★ 38 years old
★ Married
★ 1 kid
★ Lives in the US, rural region
★ 65k annual hh income
★ Has a bachelor degree
★ Works full-time in sales dep
Hobbies
★ Reading
★ Gaming
★ Running
★ Travelling
★ Internet
★ Good food
★ Family
Barriers
★ Not enough knowledge
★ Gap in career
★ Fear of failure
★ Not confident enough to
defend her skills
★ Lack of time & money
Needs
★ A program, that does not
consume too much money and
time
★ Direct feedback to learn while
in the progress
★ A program that offers career
counseling to find
opportunities while learning
★ Hands-on experience and not
just theory
Sandra Sinclaire
Goals
★ Change careers
★ Become a digital marketing guru
★ Work from home
★ Find work in digital marketing
★ Financial security
★ Keep learning & improving

Marketing Tactics
Customer Journey Awareness Interest Desire Action Post Action
Message
-DMND Program is a digital course for
people who want to gain a comprehensive
overview on the topic of digital marketing
-DMND can help you change careers / if you
ever wantet to become a digital marketer,
this is your chance
-DMND is a program for people that have
not that many time. Who have a family, a
job and a limited budget for private
education
-DMND increases your skills in digital
marketing, helps you in gaining confidence
in this field and even helps you to change
your career and so change your life
-self paced course, your
speed, your program
-work on real life and
live(!) projects
-created with industry
leaders
-career counseling and
recruiting cooperations
-direct feedback, mentor
program, 24h review,
slack channel
-a well recognized certificate
-don’t miss out your chance
of career change. Other
people already succeeded ->
showcase of success stories
-10% discount for your first
nanodegree. Limited time
offer
(-incident-driven: Google
restructured AdWords ->
keep on track in digital
marketing with DMND)
-just make sure that the
technical infrastructure
provides a smooth buying
process
-thank for the purchase
and of course confirm the
purchase
-”good choice” -> here are
some introductions
videos, that outline the
key benefits
-follow us on social media
-CRM
-keep the customer up to date
-new products
-updates in the industry related
to the purchased course
-invite to conferences/summits
Channel
-content marketing:
Blogs AND Vlogs POE
-compelling and up to date landing page
with lots of links and additional information
-social media advertising (ofc organic aswell)
-display and video advertising
-search advertising
&organic
-social media advertising
&organic
-retargeting
display&video
-search advertising
&organic
-social media advertising
&organic
-retargeting display&video
-eMail-marketing
-eMail
-social media
-eMail
-social media
-direct communication via the
DMND interface/classroom
-personal/face to face at
conferences
-direct mail of invitations,
membership approvements
(name-cards), whatsoever

Digital Marketing Nanodegree
Budget Allocation for Media
For the purpose of this assignment and budgeting we are going to
focus solely on the cost and return on media.

Awareness: Budget Allocation for Media
Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales
Facebook 5000 $1.25 4000 0.05% 2
AdWords Search 2000 $1.40 1429
0.05%
1
Display 1500 $5.00 300
0.05%
0
Video 1000 $3.50 286
0.05%
0
Total Spend 9500 Total # Visitors 6014 Number of new Students
3

Interest: Budget Allocation for Media
Facebook 6000 $0.50 12000 0.1% 12
AdWords Search 3500 $1.50 2333
0.1%
2
Display 2000 $3.00 667
0.1%
1
Video 1500 $2.75 545
0.1%
1
16

Desire: Budget Allocation for Media
Facebook 20000 $0.30 66667 0.3% 200
AdWords Search 3000
$1.50
2000
0.3%
6
Display 2500 $3.00 833
0.3%
3
Video 2000 $2.75 727
0.3%
2
211

ROI: Budget Allocation for Media
Phase Total Spend
Total Number of Site
Visits
Total Number of
Sales
Profit Per Sale Total Profit ROI
Aware-
ness
$9,500 6,014 3 $299 $897 $-8,603
Interest $13,000 15,545 16 $299 $4,784 $-8,216
Desire $27,500 70,227 211 $299 $63,089 $35,589
Total $50,000 91,786 230
$68,770 $18,770

Additional Channels/Recommendations:
Yes, Google dominates the market. But we will not forget to cover bing ads aswell.
A lot of people may think: If they’re using bing, they are not my target group.
And this is good for us! --> Don’t be “a lot of people”, be the one to outsmart the majority.
What about other video platforms, shall we focus on YouTube? For example Twitch and Vimeo.
And of course the paid campaign should be accompanied by organic efforts.
Optimize the landing page, blog and vlog about the program or cooperate with bloggers/vloggers,
improve the content - SEO-wise…
Crazy idea: What about advertising a digital course in print media? Newspapers, magazines, …
They usually even have their own digital channels.

Blog Post blurb
In this blog post I will tell you about
my situation when I was trying to
find a good overview course of
digital marketing. And I will tell you
why I finally chose Udacity’s Digital
Marketing Nanodegree Program.

Foster your digital marketing skills: Turn information overload into winformation overview with Udacity!
Yes my friends, I decided to take the Digital Marketing Nanodegree (DMND) Program from Udacity.
I will explain you why I did that, but first things first:
I am a passionate online shopper and therefore digital marketing follows me on every step I take in the digital world of today. Working
in sales department and with my bachelor’s degree in marketing I always felt the need to develop my skills in digital marketing and to
maybe make a living out of it. But every time I tried to gain some more knowledge about this intimidating big field, one thing happened:
I answered one question and generated 5 new questions out of it. At some point it gets very exhausting to always search for new
answers and come up with more question marks. Especially when you are working full-time, have a family life and one or even more
kids. And let’s be honest: We aren’t those teenagers that grew up online, huh?
So what did I do? What probably all of us did at one time: I searched for a comprehensive overview. And what did I come up with?
Google Digital Workshop, Facebook Blueprint, some How-To’s and a lot of Youtube videos of people that wanted to sell their own stuff.
Rather narrow than universal!
...
Part 1 of 2

...
But then I found some courses that were not for free, but still not that expensive, that a full-time worker could not afford them. And they
were even not that time consuming, that a full-time worker with family could not complete them within a few weeks and within a few
hours per week.
Without listing all of those programs and names: One stood out -> Udacity’s DMND
I was searching for a comprehensive overview in digital marketing, that gives me a real certificate that I can show to others and to
myself. That overview should not cost too much so that it is not financially threatening my small family, but it should cost enough to
keep me motivated. It shouldn’t be too time consuming but still make me feel like I “have done something”.
Right now I am working on lesson 3 of 11 and I can already feel my confidence growing.
And guess what: Udacity offers career counseling on top of all that :)
Feel free to like, share and subscribe! I will keep you updated on my progress!
See you around!
Part 2 of 2

My different Ad Images in the end of the project 1/4
Ad One

Ad Two

Ad Three

Ad Four

Key Results
Present the most important metrics per ad
Campaign Results Reach Cost per
Result
Amount Spent
Ad One 22 eBooks 8,188 $ 2.88 $ 63.32
Ad Two 0 eBooks 1,130 -/- $ 17.59
Ad Three 18 eBooks 4,635 $ 1.43 $ 25.67
Ad Four 2 eBooks 2,864 $ 9.21 $ 18.42
Overall 42 eBooks 16,276 $ 2.98 $ 125.00

Search Engine Optimization
(SEO) Audit

Technical Audit: Metadata 1/2
DMND URL:http://dmnd.udacity.com
Current Revision
Title Tag Udacity Digital Marketing Nanodegree Program Website Udacity Digital Marketing Nanodegree Program
Meta-Description <meta name="description" content="" />
is empty
I’d use what I found in :
<meta property="og:description" content="Gain
real-world experience running live campaigns as
you learn from top experts in the field. Launch
your career with a 360-degree understanding of
digital marketing." />
Shortened to 153 characters by leaving out “in the
field”.
Alt-Tag 1 src="//v.fastcdn.co/u/beb60d38/1381576
3-0-medium.jpg NONE
Become a digital Marketer

Technical Audit: Metadata 2/2
DMND URL:http://dmnd.udacity.com
Current Revision
3-0-horizontal-primary-b.png" NONE
8-0-logospartners.png" NONE
Udacity Partners: Facebook, Google,
Hootsuite, Hubspot, Mailchimp, Moz
3-0-image-digital-market.png" NONE
Laptop Julia Aspinall
8-0-features1.png" NONE
360 degree Daniel Kob
8-0-features-02.png" NONE
Laptop Features A/B Tests

Technical Audit: Backlink Audit
I list three of the top backlink URLs I discovered for the website https://www.udacity.com/ .
Since these backlinks should add value to the website and not be spam, I did not just take the three with highest DA. There was a lot of
bullshit sites among those. I chose my own and personal top performers.
Backlink Domain Authority (DA)
1 http://creativecommons.org/2012/11/
01/keeping-moocs-open/
100
2 http://www.nytimes.com/2012/11/04/
education/edlife/massive-open-online
-courses-are-multiplying-at-a-rapid-pa
ce.html
99
3 http://obamawhitehouse.archives.gov
/blog/2013/05/14/hanging-out-we-gee
ks
94

Page Speed
Using the Google Page Speed Insights
tool, perform a speed test of
dmnd.udacity.com’s mobile presence.
Evaluating the page speed is important
for knowing if, how and what to improve
to get better speed.
Better speed helps twice:
-improve ranking potential in search engines
-improve user experience

Mobile-Friendly Evaluation
Using the Think with Google tool, assess the
mobile-friendliness of the
dmnd.udacity.com website.
People are five times more likely to leave a
mobile site if it isn’t mobile friendly
Half of all visitors will leave a mobile site, if it
doesn’t load within 3 seconds.

Recommendations
1. First of all I’d recommend to improve/decrease picture size to boost the loading speed. Not only important for
mobile. From personal experience I know how fast I bounce off sites that are not instantly loaded.
2. We need to get the page http://dmnd.udacity.com/ on the index. Why isn’t it on the index? Can a crawler get on
our page in the first place? If not, why not? I can see that there are some “doors” out of the page. But if there is
no door in, the page is dead. Maybe it is a landing page for an old campaign or the links to it are misspelled?
3. Links and mentions can gained and generated by cooperation with bloggers for example. Find some digital
marketing bloggers or vloggers and offer them something. Get them 50% or 100% off the DMND course and
have the only requirement “please rate our program and write about it”. I think there are quite some people out
there who will do this. Even if they give you thumbs down… Rather bad publicity than no publicity? :)
4. Get some alt-tags for your pictures! I think the crawlers will be happy to read more information about the
pictures on the site than just the name of the pic. Especially when the pic name is not descriptive at all.
5. Work on a descriptive description meta-tag. Don’t let Google decide what your search result looks like. Get your
own words out there, in your own tone and language.
6. My last recommendation is not that technical. It’s just my feeling when I go to that page: Its really static and kind
of sterile. The page does not live. Get some colour in the background, make it look more “elite”-ish. Replace some
pictures with videos instead, that start to play on scroll-over. And make the logos of the partners (inter-)active.
Give them a hyperlink to the outside. Reduce the “bounce-because-bored”-factor :)

Ad Group #1: Awareness
Ads & Keyword Lists
+measuring +website +performance
+javascript +optimization
+optimize +website speed
+search +engine +optimization techniques
make +website faster
+tweak +website +code
what +slows my +website +down
"my homepage is too slow"
+website +optimization
+free +course +website +improvement
why is +website +slow
+increase +website speed
+html +optimization
[critical rendering path]
+website +performance optimization
+faster loading +website
how can i +improve the +loading time of my +website
+website +tuning
[page speed insights]
+website +speed +bottleneck
+homepage slow +diagnose
"what makes a website faster"
+css +optimization
enhance google quality score
Keywords

Ad Group #2: Interest
Ads & Keyword Lists
+css +tweaks
+website +performance +optimization
website optimization speed
+coursera +website +optimization
[critical rendering path]
speed performance bottlenecks website
+udacity +website +optimization
"web development" +first +steps
+javascript +tweaks
+js +tweaks
+udemy +website +optimization
"i want to become a web developer"
"how to become a front end web developer"
+front +end +web +development
"speed up my website"
+increase +website +speed
+html +tweaks
[search engine optimization techniques]
+free +course +front +end +web +development
Keywords

Key Campaign Results (Campaign & Ad Groups)
Campaign Name BadFlo643252
Ad Group
Max.
CPC Bid
Impr. Clicks CTR in %
Avg. Cost per
Click in $
Conv. CR in %
Cost per
Conv. in $
Cost in $
Aware-ness 3$ 740 41 5.54 0.92 7 17.07 5.41 37.85
Interest 3$ 629 16 2.54 1.53 2 12.50 12.24 24.48
Total 1,369 57 4.16 1.09 9 15.79 6.93 62.33

Key Campaign Results (Ads)
Ad Clicks CTR
Avg. Cost
per Click
Conv. CR
Cost per
Conv.
Become a Front... 16 2.64% 1.53$ 2 12.50% 12.24
Join the Path... 0 0.00% - 0 0.00% 0.00$
Optimize your... 29 6.11% 1.05$ 6 20.69% 5.09$
Is your website... 12 4.53% 0.61$ 1 8.33% 7.30$

Key Campaign Results (Keywords)
Since my marketing objective/KPI is clicks, these are the top4 keywords
Keyword Clicks CTR
Avg. Cost
per Click
Conv. CR
Cost per
Conv.
+website
+optimization 11 5.21% 1.23$ 1 9.09% 13.55$
website optimization
speed
10 2.13% 1.72$ 0 0.00% 0.00$
make +website faster
7 3.02% 0.58$ 1 14.29% 4.08$
6 16.67% 1.47$ 2 33.33% 4.42$

Campaign Evaluation
○ Despite my marketing objective being clicks, I can state, that the campaign did result in a positive
ROI. At least if you consider one conversion’s worth with 60$. As I spent 62.33$ and generated 9
conversions (worth 540$) the ROI should be around 766%. Considering clicks only and a theoretical
conversion rate of 5%, I would have needed 1.04 conversions to reach break-even. 1.04 conversions
would be 21 clicks. Since I generated 57 clicks, this “ROI” would be 271%.
○ On average I had to spend 1.09$ per click, which is far away of my max CPC of 3$.
○ At a glance, the awareness ads outperformed the interest ads in terms of CTR (5.54% vs.
2.54%), conversions (7 vs. 2), avg. CPC (0.92$ vs. 1.53$), and so on. But you never know
(well you could find out), how many of which conversions that watched the free course
will pay for a real course. Until now, we only have quantitative data and need to combine
with qualitative results to really gain knowledge.

Recommendations for future campaigns
If I had more budget, I would consider to improve my campaign as follows:
● First of all, I think, that my campaign did bring good results in terms of clicks and even conversions,
so with more budget I would definitely let that campaign run longer.
● I would generate more ad groups. Not only for awareness and interest, but additionally for at least
desire and maybe even action state.
● I think I would pause the underperforming ads in each group after 1 week and try to optimize the
best ad even further by deleting keywords that generated 0 impressions and modify keywords with
[...] or “...” to gain quality clicks.
● After that I would try some A/B testing with ad titles first, so I can evaluate which headers perform
best.
● And I probably would specifically change the objective to conversions, which would include to insert
the snippet in the landing page. (Yes, google tracked conversions, but I am not sure how: Was there
a snippet on the LP or did google track by its own parameters? I want to know exactly and therefore
I need to take over the control.

Evaluate a Display Advertising
Campaign

Display Image Campaign: Overall Results
Find below the overall results of the Display Image Campaign

Results: Calculate the ROI
1. Present the results of the overall campaign by completing the table below.
2. Highlight Key Results
3. The overall ROI was positive and 323.48$
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1,973 282,066 0.7% 0.44$
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
872.51$ 0.2% 4 218,13$ +323.48$

Display Image Campaign: Ad Results
A
B
Review the Ad results below of Creative A and B for Display Image Campaign

Which Ad Group Performed Better?
I’d say A outperformed B because of the image: People and faces tend to
convert better than just a smartphone. Google realized this after the first test
and pushed A even more.
Creative Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on
Rate
# of New
Students
CPA ROI +/-
Creative - A 1,531 216,199 0.71% 0.45$ 686.27$
.2%
3 228.76$ +210.72$
Creative - B 442 65.867 0.67% 0.42$ 186.24$
.2%
1 186.24$ +112.76$

Keyword Clicks Impressions CTR Avg CPC Cost
1
marketing online 236 20750 1.14% 0.5$ 118.64$
2
online marketing
course
226 38259 0.59% 0.28$ 63$
3
digital marketing
training
57 8224 0.69% 0.54$ 30.75$
4
marketing courses 19 1999 0.95% 0.27$ 5.14$
5
marketing careers 14 2998 0.47% 1.68$ 23.5$
Number 4 with a CTR of .95 is pretty interesting

How would I optimize this campaign?
Suggestion 1: I would A/B Test a new ad image vs. the old A. (fine tune ads)
Suggestion 2: Try to find some more long tail keywords that are even cheaper
and maybe better performing. Remove underperformers like “digital analytics
course”.
Suggestion 3: Try to improve the landing page even more to increase
conversion rate.

Display Video Campaign: Overall Results
Review below the overall results of the Display Video Campaign

Results: Calculate the ROI
1. Present the results of the overall campaign by completing the table below.
2. The overall ROI was positive and 370.40$
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1,892 157,517 1.20% 0.44$
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
825.61$ 0.2% 4 206.40$ +370.40$

Display Video Campaign: Ad Results
B
A
Campaign A - Short Keyword List
Campaign B - Large Keyword List
Review below the Ad Results of the Display Video Campaign

Which Ad Group Performed Better?
Video B totally outperformed Video A. My guess is, that the more keywords did the job. It’s just a lot more for google to
choose from. Since A’s ROI is still positive: Depending on the costs to generate the large keyword list, it could still be
attractive to run a “quick and dirty” campaign with A. :)
Creative Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on
Rate
# New
Student
CPA ROI +/-
Campaign A 453 54,312 0.83% 0.64$ 290.21$
.2%
1 290.21$ +8.79$
Campaign B 1,439 103,205 1.39% 0.37$ 535.40$
.2%
3 178.47$ +482.12$

Key Campaign Results (Keywords)
1. Present the five keywords you consider most successful based on the
results of the campaign?
2. Highlight the best performing keyword from the results. Why was this the
best performing keyword?
I highlighted the keyword ad advertisement for its high clicks, an
astonishing CTR, and good ROI. It delivers cheap (pricy) conversions.

Keyword Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on Rate
CPA
# New
Students
ROI +/-
ad
advertise
ment
510 24172 2.11% $0.17 $85.58
.2%
85.58$ 1 +213.42$
online
marketing
video
495 42440 1.17% $0.51 $253.23
.2%
253.23$ 1 +45.77$
digital
learning
courses
207 14198 1.46% $0.31 $64.99
.2%
- 0 -
business
training
course
163 17437 0.93% $0.63 $103.43
.2%
- 0 -
course
digital
marketing
106 8726 1.21% $0.43 $45.50
.2%
- 0 -

How would I optimize this campaign?
Suggestion 1: remove the “education”-keywords ad
Suggestion 2: focus on the large keyword list BUT remove the not performing
keywords
Suggestion 3: keep the performing keywords in the “large” list, set both videos
for the same keywords and then A/B-test different videos.

Email Content:
Email Content Plan
Email Topic Marketing Objective KPI
Email #1
Thank you for
downloading our free
eBook! Did you know...
Engagement CTR
Email #2
Experience of real
students with Udacity
Engagement CTR
Email #3
10% Discount on your
DMND
Conversion CR

Email #1
Email Content Plan
Subject Line Body Summary Visual CTA Link
Thank you for
downloading
our free eBook!
Did you know...
● Saying thank you for the
download
● Confirm, that the eBook is a
good start into digital
marketing.
● Advertise on the real DMND
and other courses of
Udacity with links and
pictures (“Did you know,
that we have a lot of
interesting courses…”)
● Button to the DMND page,
that showcases DMND and
other courses
Of course any
visual is in the CD
of Udacity.
I’d insert a small
pic of the eBook,
so the reader
recognizes it.
And I would think
about a collage of
happy students of
udacity - enrolled
and graduates.
For the first
Mail, keeping
the CTA
general:
Learn more!
LP should be
similar to
https://www.ud
acity.com/cours
e/digital-market
ing-nanodegree
--nd018
BUT:
Redesign it to a
general
showcase.
Focusing on
DMND but still
provide a
glance at other
courses.

Email #2
Email Content Plan
Marketing Objective Subject Line CTA
Engagement
Gain insights on the
experiences of other
Udacity Students!
Check them out!

Email #3
Email Content Plan
Marketing Objective Subject Line CTA
Conversion
Start your new career now!
Secure 10% off your first
Udacity Course!
Dive in!

Email Screenshot: Email #1
1 2 3

A/B Testing Email
By A/B Testing various components of your email you can optimize open rates, and conversion rates
on your call to action. A/B-Testing is, so to say, the fine tuning of your campaigns. It can be a never
ending process, if you want (like continuous optimization processes). But always be sure to only test
one variable at a time. So for the example: Subject line A vs. Subject line B, both with CTA A.
Only in another step you should test CTA A vs. CTA B. Ofc you could test all 4, but that just would
increase the need of a really big group of people, to keep “p” low.
A/B Testing
Subject Line CTA
Email #1
Increase your skills in digital marketing
even more!
Tell Me More!

Results Email #1
After you have hit send on the first email of your campaign, you can spend
some time analyzing the results.
1. Calculate the Open Rate
Results and Analysis
Sent Delivered Opened Opened Rate Bounced
2500 2250 495 22% 225

Results Continued Email #1
Results can be monitored within the first 24 hours of an email send, after a
couple days or even after a week.
1. Calculate the CTR and the Conversion Rate
Results and Analysis
Clicked CTR Take Action Conversion Unsub.
180 8% 75 3.33% 30

Final Recommendations
For the upcoming Emails I would of course be sure to check the bounced mails on #1. You can delete or check, what
went wrong. Hard or soft bounce?
Also interesting: What happened to the 75 Mails, that were sent, did not bounce, but weren’t delivered? Yes 75 is a
small number, but still room to optimize. Can we optimize for a certain spam filter or firewall?
Analyze the converted, the clicked, the opened emails: What can we do for making the openers click through, and
what to convert the click-throughers?
Intensify A/B Testing to increase conversions. CTA, Colour, Tone, more or less Text,...
Ask your customers (maybe via Email) what frequency of Mails they think is ok to receive?
That’s what I’ve learned in my studies: Just ask! You might not get a lot of answers, but those you get, you get from
fans, which is what makes those few answers so valuable.

Florian Badstieber - DMND Portfolio

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