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Udacity - Run a facebook campaign(part 2)
The document outlines a Facebook advertising campaign aimed at Indian entrepreneurs aged 20-50, with a budget of $100 over five days to collect 200 email addresses for a digital marketing nanodegree. It details the targeted demographics, interests, and the successful performance of three ad variations, with ad 3 achieving the highest engagement. The campaign resulted in 349 leads, exceeding the initial goal, with insights for improving future campaigns based on audience behavior and ad performance.
Udacity - Run a facebook campaign(part 2)
- 1. DIGITAL MARKETING NANODEGREE PROJECT3 – RUN A FACEBOOK CAMPAIGN (PART 2)
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- 3. CAMPAIGN APPROACH Targeting customersbased on demographic, location, interest, connection & custom. Based on my Target Persona, I’m targeting according to the factors given below: Demographic Factors Age - 20 - 50 Reason: In India, the highest Facebook users are of age group 18-24, 73.8 million Facebook users are male and 23.4 million are female. And the second highest Facebook users are of age group 25-34 years. The average age to launch startup is 40 years and the average age of successful startup over $1MM in revenue is 39 years. From my perspective, I’ve targeted age group of 20- 50. Category - Entrepreneurs, Graduates who are interested in entrepreneurship & Small Business Owners Reason: 83% of Indians are more likely to be an entrepreneur. Entrepreneur are in need to grow their business rapidly. Social media is the best platform to create brand awareness among all users. Engagement of Entrepreneurs will be high in Facebook. Location - India Reason: India has world’s highest Facebook users over 195 million users.
- 4. CONTD.. Interest - Marketing Reason:Marketing is a necessity to any business, any entrepreneur will have interest in marketing to create brand awareness and promote their product. Exclude - Exclude customers who visited e-book page - Bachelor of Medicine & Bachelor of Surgery - Some high school leaver and High school Reason: Audience who already downloaded the e-book, will not download the e-book again. I’ve excluded Medicine students and high school, from my understanding they are less likely to be an entrepreneur. Budget - $100 (lifetime) Campaign Duration - 5 days from 11th August 2018 10:00 to 15th August 2018 10:00 (Pacific time)
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- 6. Background & Demographics • Female,35 years old • Lives in India • Masters in Journalism • Entrepreneur • Partner is Environment Consultant Needs • Detailed content • Return on Investment • Live project • Immediate feedback • Instructor to clarify all doubts • Learn at own pace, strictly not time bound Hobbies • Watch News • Read Books • Pets • Facebook, Twitter & Youtuber Goals • Be expert in Digital Marketing • Apply Digital Marketing skills in Business Barriers • Content unable to connect to user • Slow feedback • Slow internet Customer Persona SMRITHI
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- 8. MARKETING OBJECTIVE Collect 200e-mail address of potential students who are interested to enrol in Digital Marketing Nanodegree program in 5 days of budget $100
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- 10. KPI – KEYPERFORMANCE INDICATOR Number of e-mail address of potential students are collected at the end of 5th day
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- 12. CAMPAIGN SUMMARY Who didyou target with your Ad Set and how (demographics, location, interest, behaviour etc.)? - Targeted Indians of age group 20 -50 and gender of both male and female - Interested in Education, Social Media (Instagram, LinkedIn, Twitter), Business & Entrepreneurship, Marketing - Behaviour a) Mobile & Tablet users b) Interest in upcoming events - Based on my Target Persona, I’ve targeted audience with Facebook campaign duration of 5 days from 11th August 2018 to 15th August 2018 What Ad copy and Ad creatives did you use? Headline – Download FREE Guide (Ad 1) Headline – Download FREE Social Media Advertising Guide (Ad 2) Text – Learn to market your content via Facebook, Twitter, Instagram, Twitter, Pinterest, Snapchat. Download a Free e-book copy of Social Media Advertising now. If you made any changes, please describe them - I kept changing my headline and text to check whether content or image has any major impact in Ad performance. - I extended the target age group from 25-40 to 20-50 to have a broader perspective.
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- 14. KEY RESULTS Campaign ResultsReach Cost per result Amount Spent AD 1 59 15,760 $0.33 $19.24 AD 2 67 20,360 $0.29 $19.74 AD 3 224 39,312 $0.27 $60.98 OVERALL 350 67,328 $0.29 $99.96
- 15. CAMPAIGN EVALUATION - Facebookcampaign was success in acquiring 349 leads in 5 days with the budget of $100 reaching audience of 67,328 - I’ve targeted 200 potential customers, but I’m able to reach 349 - Among the three ads, Ad 3 performed better compared to Ad 1 and Ad 2 with 223 downloads and reaching 39,312 audience - Ad 3 fetched more likes, comments and shares compared to Ad 1 & Ad 2 - I’ve enabled budget optimization, initially it cost me $0.40, based on my ad performance, and at later stage it cost me $0.29 to acquire a lead - From my result, age group 20-24 of male gender performed better - Mobile device acquired more leads and reached audience of various platform Return On Investment Cost per result = $0.29 Acquired lead = 350 Amount Spent = $99.96 Calculated ROI = ($15 * 350) / $99.96 = 52.5 => campaign ROI positive
- 16. CAMPAIGN EVALUATION: RECOMMENDATIONS •If my budget and campaign duration was higher, I will target - Experiment with different interest, behaviours, regions, education & profession to understand better audience behaviour - Images have greater impact in online campaign, so will try out different images that relate to content and should have attracted more audience - Targeting age group of 20 -30 of gender male of various regions will achieve better result - I will focus on publishing my content in Facebook and Instagram as it fetched me maximum lead - I will define my audience better, so I can generate maximum number of leads of effective amount spent on campaign
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- 24. AD SET DATA:PERFORMANCE
- 25. AD SET DATA:DELIVERY
- 26. AD SET DATA:ENGAGEMENT
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