-How to set SMART objective and KPIs. -The Digital marketing framework ( What , When , Who, where and why) -How to draw empathy map. -How to interview potentials customers to set the target persona. -How to use Geoffrey Moore’s template as a guide to create value proposition.

2. Campaign Summary

3. Marketing Challenge #1:
Digital Marketing Nanodegree Program
Udacity is working to attract students for this Digital Marketing Nanodegree
Program. More specifically, to collect email addresses of potential students who
might be interested in taking this course. In order to do this, we have created a
landing page, where prospective students can download a free eBook if they
provide us with their email address. The eBook – a Social Media Advertising Guide
– is a short excerpt from the Digital Marketing Nanodegree Program, with content
from the Social Media Advertising course.
For the purpose of the projects, assume costs of $0 for the eBook and a
conversion value (revenue) of $25 per collected email address.

4. Landing Page

5. Marketing Objective & KPIs
Marketing Objective: To collect the email
addresses of 50 potential students for the Digital
Marketing Nanodegree Program, with a campaign
running for one week and having a lifetime budget
of $1000
KPI: Number of eBook downloads

6. Target Persona
Background and Demographics Target Persona Name Needs
● Age 27
● Female
● Graduated from
university
● Employed
● Lives in a mid-size US
city
Jessica
● Flexible study schedule
● “Bite-size” chunks of
learning
Hobbies Goals Barriers
● Hiking
● Photography
● Walking her dog
● Transition into a new
career in digital
marketing
● Get a job with higher
earning potential/path
to advancement
● Meet other marketers
● Limited time for
studying/learning new
skills
● Unsure how to break into
a new industry

7. Ad Set
The following three ads are the Ad Set we have designed to target
that persona on the previous slide.

8. Ad One

9. Ad Two

10. Ad Three

11. Campaign Evaluation

12. Campaign Evaluation
1. Evaluate the success of the campaign, given its marketing objective. Feel free to use bullet points,
and add as many slides as you need.
a. Briefly describe the targeting of the ad set (demographics, location, interest, behavior etc.)
b. Provide the correct formulas for the following KPIs:
i. CPM (Cost per 1,000 Impressions)
ii. Link Click-Through Rate
iii. CPLC (cost per link click)
iv. Click To Lead Rate
v. Cost per Results
c. Based on the “Key Results” table, identify which ad performed best, and explain why you think
this was the case.
d. How would you optimize the campaign, and explain why do you think so?
e. Write up a high-level overview of how well or not well the campaign performed, based on the
marketing objective.

13. A. Briefly describe the targeting of the ad set (demographics, location, interest, behavior
etc.) :
1. Demographics : age between 20: 35 years old.
2. Location : Mid-size USA cities .
3. Interests : Digital marketing , social media ads , Digital transformation and setting digital
marketing campaigns .
4. Behaviour : Flexible time , Learner and Transition into new career.

14. B.Provide the correct formulas for the following KPIs:
1.CPM (Cost per 1,000 Impressions)
CPM= ( amount spent /number of impressions) * 1000
2.Link Click-Through Rate
LCTR = ( number of link clicks / impressions ) * 100
3.CPLC (cost per link click)
CPLC = Amount spent / number of link click
4.Click To Lead Rate
Click to lead rate = ( number of leads / number of clicks ) * 100
5.Cost per Results
CPR = Amount spent / Number of results

15. C. Based on the “Key Results” table, identify which ad performed best, and explain why
you think this was the case.
-Cost per result for each ad :
Ad one = 20.20$ / Ad two = 13.25$ / Ad three = 17.17$
-Based on the CPR for each ad ( The second ad performed best ) , As it has the lowest
CPR ( least cost ) , also according to impression , reach and link clicks rate we will find that
this is the best ad .

16. D. How would you optimize the campaign, and explain why do you think so?
- The campaign was optimized through the A/B testing for the photo of the ad . There were 3
different photos . The photo of the second ad ( photo of the e-book cover ) performed the best .
That’s because the photo was related to the ad content more than the other photos .

17. E. Write up a high-level overview of how well or not well the campaign
performed, based on the marketing objective.
- The campaign was well performed and successful . The main objective of the campaign was to
collect 50 new potential students who are interested in the Digital marketing nanodegree
program . During the campaign we were able to collect 66 potential students , so based on the
marketing objectives it was a successful campaign .

18. Campaign Recommendations
Imagine you are tasked with running an improved version of this
campaign, with the same marketing objective and KPIs. What
recommendations would you make to improve the campaign,
based on your evaluation of its past performance?
● Feel free to use bullet points for your analysis and add as many slides as you need
● The following prompts can help you structure your answer, but feel free to think
beyond these as well:
○ Would you focus on certain ad groups or ads? If so, which ones and why?
○ Would you change any of the existing ad copy or add any new ones? What would
you add or change and why?
○ What iteration would you make to the A/B test?
○ Would you make changes to the landing page, and if so, what kind of changes
and why?
○ How would you optimize the campaign, and explain why do you think so?

19. ○ Would you focus on certain ad groups or ads? If so, which ones and why?
-yes , I will focus on ad number two , because it was the most successful one and
got the highest performance according to the number of impressions , also the
highest reach and the lowest cost per result .
○ Would you change any of the existing ad copy or add any new
ones?What would you add or change and why?
-Yes , I will add more catchy words in the ad copy to catch audience attention
such as : “ The world is going digital “, “Now you can be a marketer “ , “ Your
successful career starts here “ or “ It is time for digital world “ . Also we can add
some hashtags such as : #Digital_Marketing , #Digital_world ,
#Nanodegree_program #Udacity .
○ What iteration would you make to the A/B test?
-I will either make A/B testing for the headline to know which will be the best ad
with best performance or will make it to the image to test which one will be more
catchy to the audience .

20. ○ Would you make changes to the landing page, and if so, what kind of
changes and why?
-we can change the CTA of the landing page from ( Download ) to (Get your
e-book) , to be more attractive and will give them the idea that this is only for
their interest .
○ How would you optimize the campaign, and explain why do you
think so?
-The campaign was optimized through the A/B testing for the photo of the ad . There were
3 different photos . The photo of the second ad ( photo of the e-book cover ) performed
the best . That’s because the photo was related to the ad content more than the other
photos .