Digital Marketing Nanodegree Program Marketing Plan

Digital Marketing Nanodegree Program
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, 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.

Marketing Objective:
Marketing Objective
The goal of signing up 300 new customers to the DMND Program in
the three months of March ,April and May with a total budget of
$50.000
.KPI The KPI Number of students enrolled in the digital marketing
program in the three months by $50.000.

Target Persona
Background and
Demographics
Target Persona
Name
Needs
From jazan
She is 25 years old
Singl
English language
graduate
She now works as a
receptionist
She income 4500 RS
monthly
‫ﺻص‬
1)She needs to acquire
new skills
2)She needs money
3) She needs enough
time to develop her skills
Hobbies Goals Barriers
Traveling, drawing ,
,crafts and learn
everything new.
1)She wants to get
a promotion
2)increase her
monthly income
3) She wants a job
with free time allow
for him travel and
work.
Money and time
are a hindrance
and she does not
have enough
information about
the best institutes
Miss : Safaa

Phases of the Customer
Journey

When+How+Where =
Marketing Tactics
Custom
er
Journey
Awarene
ss
Intent Desire Action
Post
Action
Message
- describe the
DMND
Program
- How to
define your
target persona
ِExplain the
benefit of
joining the
program DMND
(Upgrade your
skills with real
projects with
real companies
and websites)
Explanatio
n of the
profession
al and
career
path after
joining the
program
-Download e-
Book- soical
Media
-Subscribe to
our newsletters
to get tips and
offers
Employment
services
Educational
resources
Special offers
on training
courses
related to the
program
Channel
Ad words
&
Facebook
Facebook
&
Instagram
&
Ad words$
Blog
&
Facebook
&
Adwords
& Display
& Video
Video ad
Display
Email
Email

Awareness: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook 2000 $1.25 1600 0.05% 1
AdWords
Search
2000 $1.40 1429
0.05%
1
Display NA $5.00 NA
0.05%
0
Video NA $3.50
NA 0.05%
0
Total
Spend
4000$
Total #
Visitors
3029
Number of
new
Students
2

Interest: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook 3000 $0.50 6000 0.1% 6
AdWords
Search
1000 $1.50 607
0.1%
1
Display NA $3.00 NA
0.1%
0
Video NA $2.75 NA
0.1%
0
Total
Spend
4000$
Total #
Visitors
3364
Number of
new
Students
7

Desire: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook 28000 $0.30 93333 0.3% 280
AdWords
Search
6000
$1.50
4000
0.3%
12
Display 4000 $3.00 1333
0.3%
4
Video 4000 $2.75 1455
0.3%
4
Total
Spend
42000$
Total #
Visitors
99182
Number of
new
Students
300

ROI: Budget Allocation for Media
1W
Phase
Total
Spend
Total
Number
of Site
Visits
Total
Number
of Sales
Proﬁt Per
Sale
Total
Proﬁt
ROI
Aware-
ness
4000 3029 2 $299 598 -3402
Interest 4000 3364 7 $299 2093 -1907
Desire 42000 99182 300 $299 89700 +47700
Total 50000 105575 309
92391 +42391

Additional Channels or
Recommendations:
Due to the low conversion rate, the budget has been
distributed in a way that ensures the most sales
I recommend adding your LinkedIn channel as it is a
professional channel and focusing on it during the
awareness phase is important.

Value Proposition
FOR Customers interested in digital marketing
WHO You need to upgrade at work under digital
transformation
OUR Intensive online training Digital Marketing
Nanodegree Program
THAT Oﬀers educational programs suitable for digital
transformation
UNLIKE Online educational websites such as coursera
OUR OFFER Advanced training, intensive and interactive
online books and programs free or paid, and
internationally accredited to develop skills that ensure
excellence for students, in line with digital transformation.

Blog Post
https://bit.ly/3aJrzd7
(The summit can accommodate everyone)
We are all racing to get promotions and good jobs.
But it needs high skills. So, follow me to find out Why I decided
to join the Digital Marketing Nanodegree program.
https://bit.ly/3aJrzd7

Campaign Approach
My advertising campaign targets the Kingdom of Saudi
Arabia, males and females between the ages of 18 and 40
who have their own business or a job and want a
promotion and a better job and need to develop their
skills in what the current job market requires.
My budget is 100 $ for 4 days from the date 1212020 to
1612020.
I'll use the headline as a question: How you can marketing
by social media?
The Primary Text:
Now every company is marketing by social media, so you
can get your free copy of The Social Media Advertising
Guide to improve your business or career.
at the end my Description:
In this booklet, you will learn about the most important
points in using social media for marketing.

Campaign Summary
1. Who did you target with your Ad Set and how
(demographics, location, interest, behavior etc.)?
My target audience lives in Kingdom of Saudi Arabia,
males and females between the ages of 18 and 40 who
have their own business or a job and want a promotion
and a better job and need to develop their skills in what
the current job market requires.
2. What Ad Copy and Ad Creatives did you use?
Now every company is marketing by social media, so you
can get your free copy of The Social Media Advertising Guide
to improve your business or career.
3. If you made any changes, please describe them.
I don't have any changes on the Campaign

Campaign Evaluation:
Recommendations
f you had additional budget, how would approach
your next campaign?
It was disappointing. I think that because the language
is not suitable for the audience, the Kingdom of Saudi
Arabia has a large number that don't speak English.I

Campaign Results:
Demographics

Key Results
Present the most important metrics per ad
Campaign Results Reach Cost Amount
Spent
Ad One 0 846 0 3.94$
Ad Two 3 2239 3.45$ 10.61$
Ad Three 15 7324 2.25$ 34.(%$
Overall 18 10167 2.67$ 48.06$

Keywords
1. Using Moz Keyword Explorer tool, identify the
Keywords you might target to drive users to this
page. Be sure to use a mix of branded and
non-branded Keywords.
Head Keywords Tail Keywords
1
udacity social media marketing
2
NanoDegree
learn digital marketing online
3
digital marketing
search engine optimization
4
udacity misk digital marketing training
program
5 Online Marketing digital marketing nanodegree

Keyword with the Greatest Potential
Which Head Keyword has the greatest potential?
Online Marketing (Priority =69)
Which Tail Keyword has the greatest potential?
social media marketing(Priority =76)

Technical Audit: Metadata
Perform a technical audit on the metadata. Create a table, like below, to enter the
current metadata for the page you choose and your proposed revisions.
URL: dmnd.udacity.com
Current
Title Tag Udacity Digital Marketing
Nanodegree Program Website
Meta-
Description
nothing
Revision
Title Tag Udacity Digital Marketing
Nanodegree Program
Meta-
Description
Online study programs
In digital transformation
skills for a better future in
your educational and
professional life.

Technical Audit: Metadata
Perform a technical audit on the metadata. Create a table, like below, to enter the
current metadata for the page you choose and your proposed revisions.
URL:dmnd.udacity.com
Current Alt-Tag
Background Blank
Logo Blank
Interface Blank
Revision Alt-Tag
Background A man and a woman discuss a digital marketing
program
Logo Logo the Udacity
Interface The laptop opens the program interface Digital
Marketing NanoDegree

Technical Audit: Backlink Audit
Backlink
Domain
Authority (DA)
1 http://www.cloudﬂare.com/es-es/ca
se-studies/udacity/
99
2 http://azure.microsoft.com/en-us/b
log/announcing-advanced-azure-m
achine-learning-nanodegree-progra
m-with-udacity/
99
3
developer.mozilla.org/fr/docs/Web/J
avaScript/Reference/Objets_globaux/
Promise
98

Suggested Blog Topics
Topic 1 - Join with us to study free everything about the
social media marketing .
firstly
Marketing is a broad science and it encompasses many forms
Marketing using social media was an option in the past, but now it has become necessary
to use it regardless of the size of the enterprise, as it is the best way to increase awareness
of the brand and its products, and it also contributes to raising awareness. The customer
and sales ratio increases customer loyalty because it appears constantly before the eyes of
the customers.
I chose Tail (Social Media Marketing) because it's the most searched words by priority = 76
Most of the marketing operations are done through social media applications, which are
the most effective and fastest to reach the target groups, as they are easy to use for a large
segment of customers
So that it is possible to define the demographic region, gender and interests suitable for
large, small and medium companies.
And many need to develop their skills and knowledge of the secrets of successful
marketing campaigns
Therefore, most marketers are constantly looking for software specific to this tool.
So I think it'll be a good influence on SEO.

Topic 2 -
Now you can learn Online Marketing in the best institutes
with Udacity.
Online learning is the best way to acquire and develop skills and keep up with the modern
era, so most students and employees tend to develop their skills online and one of the
most popular skills in recent years is the skill of digital marketing, which is one of the skills
that the acquirer can work online and increase the monthly income required in all
businesses And volunteer
Because of its ability to quickly reach customers with content to be marketed.
So most of those looking to develop skills are students or employees who do not have time
to participate in programs that require attendance and commitment to a speciﬁc time and
this is the reason for their search for internet marketing, so the result of research and
analysis of punches appeared (online Marketing) priority 69.
I also added the word Udasti, which has priority at 61
Because it is one of the best institutes for its unique and rich scientiﬁc content, which
deserves to be at the fore the search engine, not to mention that it is internationally
accredited and recognized in all its outputs in major bodies.

Topic 3 - study Marketing Digital NanoDegree online and
interactive.
In the last
I chose the word (digital marketing) because it is the most popular program content
and priority 66, when searching for information about anything in marketing.
Most of the target customers use a digital marketing head who will do well in their
search.
Digital marketing is the most popular type of marketing now
In digital marketing, digital networking platforms are used to communicate directly
with the target customer, deliver products and help faster in achieving goals in light
of the competitive strength present in the market today.
Therefore, all organizations, small and large, governmental or private, without
exception, need to use digital marketing skills and techniques to promote and
present their services and products to the customer.
Digital marketing is now a widely used term among individuals and organizations and
so I think using it on a webpage will increase the likelihood that it will come to the
fore in Google.

Link-Building
Using the SEMRush tool and research, strategize a link-building
campaign.
Identify three websites that you think would be relevant, high traffic
sites that you would like to gain backlinks from to help drive traffic to
dmnd.udacity.com.
Site Name Facebook
Site URL facebook.com
Organic Search Traffic 3.8B
Site Name mostaql
Site URL mostaql.com
Organic Search Traffic 196.2K
Site Name upwork
Site URL https://careers.upwork.com/
Organic Search Traffic 3.5M

Page Index
From the search and my understanding of a lesson
SEO, I think all pages should be indexed to be ranked
at the top of the ﬁrst Google page.

Page Speed
Page speed is very important, so that more than 50%
of users in the event of 3 seconds and the page does
not open they close the Website directly.

Mobile-Friendly Evaluation
Many internet users browse the website on a mobile
phone, so all pages must be suitable to appear on the
mobile phone screen.

Recommendations
After implementing this project, many errors were discovered
that make the page not top in the search engine
Including the use of unnecessary words in the description
Descriptions and titles are not used for images, and the website
quality is not as good on mobile devices
Therefore, he suggested three points to focus on:
1- Improving the description of the site by excluding the word
(site).
2 - Adding an explanation to all the images on the page using
the most used keywords.
3_ Indexing of all pages to improve their appearance on the
ﬁrst page of Google and ease of access to them.
4 _ Increase the page speed so that the user does not close the
page before opening it.
5_ Improving the pagination interface on the mobile screen to
make it easier for everyone to use.

1. Approach Description
In this ad campaign, I am promoting one of Udacity free courses
using HTML, CSS, and JavaScript (Website Performance Improvement)
And my goal is
,Attracting clients interested in websites to learn how they work and appear in searches
You split the ad campaign
.Into two ad groups, and each group contains two different advertising texts
In the first group, its goal is to increase awareness of the website improvement course and it's
free and online. In the first announcement, the title was Udacity / Free Courses - Online Courses
It used a set of keywords that the researcher uses such as : free courses
App Development, online courses , course in SEO
, SEO site google, courses in SEO free
careers in Web, Front-end Web Developer, Performance tuning training
How is a website optimized, coursera SEO
In the second group, which aims to attract clients wishing to join the course and to know the
course tools and contents
Its title was Udacity
Web and application development
Programming
And I used some specialized words in addition to general words about improving the
performance of websites in the search traffic (CSS
HTML, SEO
optimize website speed", JavaScript, cssom, javascript performance optimization"
cours css html, optimizing the CRP, Site para cursos
The critical rendering path ,converting HTML to the DOM
course online html, Courses Web Developer
How is a website optimized, The critical rendering path
)converting HTML to the DOM
.The announcement period extends to 5 days
It costs 10 $ in day,

Ad Group #1:
Ads & Keyword Lists
Keyword List:
free courses
online courses
App Development
Introduction to Programming
page speed insights
Course in SEO
SEO site google
Udacity
site para cursos
performance tuning tutorial
javascript performance optimization
cours css html
Data analysis
careers in Web
Front-end Web Developer
Performance tuning training
How is a website optimized
coursera SEO
courses in SEO free
coursera courses

Keyword List:
CSS+
HTML+
SEO+
coursera
Udacity free courses+
"optimize website speed"
Optimize website
Course SEO
JavaScript
cssom
javascript performance optimization
cours css html
Performance tuning training
optimizing the CRP
Courses Web Developer
Performance tuning tutorial
Site para cursos
The critical rendering path
converting HTML to the DOM
course online html
fast Google search
Courses Web Developer
The critical rendering path
converting HTML to the DOM
course online html

Key Campaign Results
(Campaign & Ad Groups)
Present the results of your campaign and ad groups by
completing the table below.
Ad
Group
Max.
CPC Bid
Impr. Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv
.
Cost
Ad group
Awarness 3 1,143 51 4.46% $1.32 0 0.00% 0 $67.48
Ad group
Intrerest
3 149 6 4.03%
$0.45
0 0.00% 0 $2.70
Total 1292 57
4.41% 1.23$
0
0.00%
0
70.18$

(Ads)
Present the results of your ads by completing the table
below.
Ad Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
Awarness
Ad 1
33
4.44
%
1.51$ 0.00 0.00 0.00
Awarness,
Ad 2
18
4.50
%
0.99$ 0.00 0.00 0.00
Intrerest,
Ad 1
6 4.72% 0.45$
0.00 0.00 0.00
Intrerest,
Ad 2
1
0.00
%
$1.23 0.00 0.00 0.00

(Keywords)
Present the three keywords you consider most
successful based on your marketing objective.
Keyword Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
Udacity 1
25.00
% $0.56
0.00
0.00
% 0
Course in
SEO
1
20.0
%
$2.92 0.00
0.00
% 0
Web
Developer
3
10.71
%
$1.33 0.00
0.00
% 0

Campaign Evaluation
Unfortunately, there was no conversion or return on investment, but there were a
number of clicks and entries on the site
I have two ad groups
In the first group it aims to increase awareness of Udacity's website optimization
courses
I got 51 clicks with an average CTR of 4.46% and an average cost of 1.32 due to short
ad duration and low budget.
The most influential words in this group and the most searched were (online courses,
free courses).
The second group, which targeted potential clients interested in the contents of the
course, had only 6 clicks
With a click-to-cost ratio of 3.97% and an average cost of 0.45
The most influential words are web developer, a course in SEO

Recommendations for
future campaigns
In future campaigns, I will focus on one ad group
with increasing the budget and number of days to
get greater access while focusing on the content of
the course and the following words that accurately
describe the course. address URL.

Results:
Calculate the ROI
1. Present the results of the overall campaign by
2. Highlight Key Results
3. What was the overall ROI of the campaign? Was it
Positive or Negative? The ROI 150$ its positive.
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1243 200957 0.62% 0.36%
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
448.95 0.002 2 224$ +150$

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:
Change the image for a more vibrant one, like a group
discussing a marketing campaign project
Suggestion 2
: Add "Nanodegree in Digital Marketing by Udacity"
Suggestion 3:
Add a clear invitation to join the program

Results: Calculate the ROI
Positive or Negative? The ROI 67$ its positive.
Campaign
Results
407 67.833 0.6% 0.57
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
231.99 0.002 1 232 +67$

campaign?
testing, diﬀerent creative, changes to targeting etc…)
Suggestion 1: Change the target audience to those
interested in getting an online job and those interested in
marketing
Suggestion 2: Add program duration and enrollment
requirements
Suggestion 3: Multilingualism in the advertisement

Results: Calculate the ROI
Positive or Negative?The ROI 64$ its positive.
Campaign
Results
670 109.994 0.61% 0.35
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
234.50
0.002
1 234.5 +64.5$

campaign?
testing, diﬀerent creative, adding or changes to
targeting, etc…)
Suggestion 1: I suggest changing the picture
Suggestion 2: Add some content details the program
Suggestion 3: Add a clear invitation to join the program

Recommendations for future
campaigns
-Suggest increasing the budget, which helps in
increasing the number of impressions and consequently
increasing the number of clicks and conversions.
-Therefore, he suggested increasing the daily budget by
1.5 percent for each advertisement, while repeatedly
measuring results and variables
-Focusing more on the quality of the images that are
suitable for the audience and simulate the
advertisement
-I prefer to focus on the ﬁrst ad with some
improvements
And one variable made in the A / B test (nano-score for
digital marketing).
-Add an explicit phrase for students to reserve their
seats for each advertisement.
-For more exposure, suggest multiple languages in the
advertisement and a landing page.

Email Series
Email 1: Join now to Udacity Digital
Marketing NanoDegree
Email 2: Study Digital Marketing with us
Email 3: Get ready to work as a digital
Marketer.

Content Plan: Email 1
Overarching Theme: 3-5 Sentences
General -What is the nano degree in digital marketing
-What the student will learn in this program
-Learn digital marketing skills from DMND
Subject Line 1 Join now to Udacity Digital Marketing NanoDegree
Subject Line 2
(for A/B
testing)
Learn Digital Marketing NanoDegree
Preview Text Welcome to Udacity Digital Marketing, here you will learn modern
digital marketing techniques with professional trainers.
Body This program is for those ambitious people looking to conquer the
market and take their companies to the top as digital marketers.
Here you will learn:
- how to use technologies to deﬁne and reach your audience
- increase customer loyalty
- increase sales
-Huge return on investment
Outro CTA 1 Visit Site

General What is the beneﬁt of digital marketing
Learn how to identify specify customers needs through the
target persona
Subject Line 1 Study Digital Marketing with us
Subject Line 2 Marketing by social media
Preview Text With us, you can deﬁne the identity of your audience and their
needs and reach them by social media sites.
Body If you are interested in digital marketing then Udacity is the
right place to develop your skills to capture your target
audience
by social media. And to do advertising campaigns
by Facebook, Google Ads, Instagram and email marketing
All this and more in one program
Outro CTA Read more

General Learn about:
-The stages of the customer journey.
-Content Creation Strategies.
-Advertising campaigns in the social media.
-Email marketing.
Subject Line 1 Get ready to work as a digital Marketer.
Subject Line 2 Sign up with Udacity DMND
Preview Text Welcome to Udacity, the digital marketing nanodegree
program , To expand your skills and knowledge here will
learn everything related to digital marketing.
Body It is the right time to enroll in a program
For diversiﬁcation of job opportunities for a better future in light
of digital development, marketing has become a requirement
for all activities
Here some marketing jobs:
-Content Strategist
-Social media analyst
-Facebook Ads Manager
-SEO Manager
-SEM analyst ..and more.
all this are you learn with Udacity
Outro CTA Start Now

A/B Test Overview
The option to use A / B testing is very
important in email campaigns to
measure and improve campaign
eﬀectiveness
In my ﬁrst Email, I'll be testing A / B and
Replacement (visit the website)
To (read more about DMND), which I
think will do well. The two tests can be
compared and measure the number of
successful conversions to the number of
clicks.

Sample
Calendar & Plan
Email Name Planning
Phase
Testing
Phase
Send
Phase
Analyze
Phase
Email 1 8 Feb 9 Feb 10 Feb 11-12
Feb
Feb
Feb
Week One Week Two Week Three
M T W T F M T W T F M T W T F
Color Key Planning
Phase
Testing Send Phase Analyze
Phase

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
Here are 30 people who have unsubscribed. The list must be
amended and removed from the list to avoid paying the ﬁne

Final Recommendations
Based on the work you did throughout this project, explain how you would
handle someone unsubscribing from your list, and what would you do for
Emails #2 & 3 to improve your campaign.
I recommend keeping the email simple and clear
And A / B testing was performed on all emails to measure the impact ratio
between clicks and successful conversions.
- And I will change in the second email in replacing the CTA (read more) to
(read more about DMND).
- The third email, I will change the pictures and make them more attractive
with the Udacity logo for a group of people discussing a program DMND
The mailing list should be updated frequently to remove non-subscribers to
avoid the CAN-SPAM Act, find out the reason for their taking this action, and
take their notes seriously to avoid them in the future.
I may also work on adding a link to the free book to view the contents of the
program before joining.
I will improve the overall look by using different color to CTA

Digital Marketing Nanodegree Program Marketing Plan

Digital Marketing Nanodegree Program Marketing Plan

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