SlideShare a Scribd company logo
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.
Campaigns: We want to aggressively grow the
program, but, we want to do it without losing money.
We ran two different advertising campaigns. One was
a display advertising campaign, one a video
advertising campaign.
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
Part 1
Evaluate a Display
Image Campaign
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.
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? 75 –The ROI is positive because the
cost (CPA) is lower than the profit ($299)
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1243 200957 0.62% $0.36
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$$448.95 0.2%
2
224 75
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: A/B testing: 1. Learn the tools for Success
2. Invest in your future
Suggestion 2: Instead of keeping it as career, make it
important for Business owners.
‘Grow your Business’
Suggestion 3: Instead of Become a Digital Marketer (Not all
engineers and MBA’s like the idea of becoming a Digital
Marketer. We can target a different age group and audience
by changing this.)
Open Doors to a new world of Jobs. (Target audience,
people already having few years experience and at senior
positions, looking for Job change, career change, growth, and
not interested in starting their career fresh)
Part 2
Evaluate a Display
Image Campaign
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.
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? 67 – Positive because the Profit is more than the
CPA.
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
407 67,833 0.6% 0.57
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$231.99 0.2% 1 232 67
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: A/B Testing: 1.With the word Graduating
& 2. Without the word graduating
Suggestion 2: Target Market can even be for High
school kids in school during summer break
Suggestion 3: Instead of Launch your New Career
Launch yourself (Thats what this generation wants, to
start new youtube channels, launch their person
merch etc)
Part 3
Evaluate a Display
Image Campaign
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
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? 166 - Positive
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
670 109,994 0.61% 0.35%
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$234.5 0.002 1 235 64
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: A/B Testing
1. Become a Digital Marketer
2. Open the doors to a great career
Suggestion 2: Change the Display Image to
something more futurist like a robot or AI.
Suggestion 3: Change the target audience
Part 4
Results, Analysis, and
Recommendations
Which campaign performed
the best? Why?
Considering the 3 campaigns below, state which one
had the best performance and why.
The first one had the best performance as it has the
max ROI.
Recommendations for future
campaigns
Imagine you had additional budget, given your campaign evaluation, how
would you use it?
● Invest additional budget to the first performing campaign since
the ROI is more.
● You may use “bullet points” for your analysis and may add as many
slides as needed:
● I would use certain age groups and create the ads for that age groups.
For eg. For a 40+ target audience the adv would be more specific to
growth in Career, starting your own business, Side income. For
students and fresh graduates it will be more in following their passion
and learning Digital marketing to promote that passion. An 18years old
is different from a 30 year old in his thoughts about why to learn.
● Customize the ads based on ethnicity
● Focus on the benefit to the target audience- Career, Growth, Monetery
benefits, Success in business, High income, Multiple sources of income,
stability etc.
● Keep the images more fun like jet ski, scuba etc and different countries
and places, so people know Digital you can tap any market, travel
anywhere and have more time to enjoy life and luxuries.
● Have a punch line that stands out, For eg. Land on the moon with
Digital marketing,

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Project 6 Evaluate a Display Campaign

  • 1.
  • 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. Campaigns: We want to aggressively grow the program, but, we want to do it without losing money. We ran two different advertising campaigns. One was a display advertising campaign, one a video advertising campaign.
  • 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? 75 –The ROI is positive because the cost (CPA) is lower than the profit ($299) Creative Clicks Impressions CTR Avg CPC Campaign Results 1243 200957 0.62% $0.36 Cost Conversion Rate # New Students CPA ROI +/- $$448.95 0.2% 2 224 75
  • 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: A/B testing: 1. Learn the tools for Success 2. Invest in your future Suggestion 2: Instead of keeping it as career, make it important for Business owners. ‘Grow your Business’ Suggestion 3: Instead of Become a Digital Marketer (Not all engineers and MBA’s like the idea of becoming a Digital Marketer. We can target a different age group and audience by changing this.) Open Doors to a new world of Jobs. (Target audience, people already having few years experience and at senior positions, looking for Job change, career change, growth, and not interested in starting their career fresh)
  • 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? 67 – Positive because the Profit is more than the CPA. Creative Clicks Impressions CTR Avg CPC Campaign Results 407 67,833 0.6% 0.57 Cost Conversion Rate # New Students CPA ROI +/- $231.99 0.2% 1 232 67
  • 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: A/B Testing: 1.With the word Graduating & 2. Without the word graduating Suggestion 2: Target Market can even be for High school kids in school during summer break Suggestion 3: Instead of Launch your New Career Launch yourself (Thats what this generation wants, to start new youtube channels, launch their person merch etc)
  • 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? 166 - Positive Creative Clicks Impressions CTR Avg CPC Campaign Results 670 109,994 0.61% 0.35% Cost Conversion Rate # New Students CPA ROI +/- $234.5 0.002 1 235 64
  • 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: A/B Testing 1. Become a Digital Marketer 2. Open the doors to a great career Suggestion 2: Change the Display Image to something more futurist like a robot or AI. Suggestion 3: Change the target audience
  • 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. The first one had the best performance as it has the max ROI.
  • 18. Recommendations for future campaigns Imagine you had additional budget, given your campaign evaluation, how would you use it? ● Invest additional budget to the first performing campaign since the ROI is more. ● You may use “bullet points” for your analysis and may add as many slides as needed: ● I would use certain age groups and create the ads for that age groups. For eg. For a 40+ target audience the adv would be more specific to growth in Career, starting your own business, Side income. For students and fresh graduates it will be more in following their passion and learning Digital marketing to promote that passion. An 18years old is different from a 30 year old in his thoughts about why to learn. ● Customize the ads based on ethnicity ● Focus on the benefit to the target audience- Career, Growth, Monetery benefits, Success in business, High income, Multiple sources of income, stability etc. ● Keep the images more fun like jet ski, scuba etc and different countries and places, so people know Digital you can tap any market, travel anywhere and have more time to enjoy life and luxuries. ● Have a punch line that stands out, For eg. Land on the moon with Digital marketing,