Digital Marketing Strategy + Portfolio

Marketing Strategy + Portfolio
Udacity DMND

1.Customer Journey Based Marketing Plan

Marketing Objective: DMND
To Increase Student Diversity by Enrolling 250 Students into Udacity’s DMND Digital
Marketing Nanodegree from groups that are underrepresented in digital marketing
and the tech industry in 3 Months with an Ad Spend of $50,000

Target Persona
Target Persona
Background &
Demographics
1. Latina Mother
2. Lives in NYC, Houston,
Miami, or San Jose
3. Between 25-45yo
4. 50K Base Salary
5. Bilingual (English/Spanish)
Barriers
1. Trust - Uncertain of the value
of online education and
credentials.
2. Balancing Work/Life and
Education
3. Uncertain of career trajectory
Needs
1. Higher pay
2. Mentorship
3. Education that fits career
home life schedule
4. Employment she finds
meaningful.
Goals
1. Career Development and
Advancement
2. Transition from Business
Development to Digital
Marketing
3. Open her own Consultancy
Hobbies and Interests
1. Immigration Reform
2. Volunteering
3. Social Justice Activism
4. Orange is the New Black,
YouTube, We Are Mitu
5. Facebook
6. Dancing
Marketing Mom Maria

Phases of the Customer Journey

When+How+Where = Marketing Tactics
Customer
Journey
Awareness Interest Desire Action Post Action
Message
Upgrade Your
Skills; Upgrade
Your Life;
Coursework Fits
Working Mom’s
Busy Life
Hiring Partners,
Democratizing Education,
Non-Traditional Student,
Diversity
Career Services
Mentorship
Reinforce Benefits
Student
Register While
Enrollment Still
Open; Enroll
Now for
Discount;
Reiterate
Benefits;
Expectation
Mgmt.
Thanks, News About
Product; Register for
Student Community
on Slack
Channel
Content Marketing-
-student blog
posts, content
offers; Organic
Search;
Organic Social--FB,
LinkedIn, and
Quora; Influencer
Marketing
Content Marketing--
Infographics on Marketing
Diversity, content offer on
transcreation content
marketing, Alumni Blog
Posts; Organic Search;
Organic Social; Email
Marketing
Industry Panel Livecast;
Paid & Organic Search;
Paid & Organic Social;
Remarketing
Email
Organic Social
Email
Organic social
Thank You Pages

Digital Marketing Nanodegree
Budget Allocation for Media

Awareness: Budget Allocation for Media
Channels
Planned
Spend
Cost Per Click
Number of
Site Visits
Average
Conversion Rate
Total Sales
Facebook 3,000 $1.25 2,400 0.05% 1
AdWords
Search
2,000 $1.40 3,571
0.05%
1
Display ____ $5.00 _____
0.05%
0
Video ____ $3.50 ____
0.05%
0
Total Spend 10,000 Total # Visitors 5,971
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 3,000 $0.50 6,000 0.1% 6
AdWords
Search
2,000 $1.50 3,333
0.1%
1
Display ----- $3.00 -----
0.1%
-----
Video ---- $2.75 -----
0.1%
-----
Total Spend $5,000 Total # Visitors 9,333
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 20,000 $0.30 66,667 0.3% 200
AdWords
Search
10,000
$1.50
6,666
0.3%
20
Display 5,000 $3.00 1,667
0.3%
5
Video 5,000 $2.75 1818
0.3%
5
Total Spend 40,000 Total # Visitors 43,484
Number of new
Students
230

ROI: Budget Allocation for Media
Phase Total Spend
Total
Number of
Site Visits
Total Number
of Sales
Profit Per Sale Total Profit ROI
Awareness 5,000 5,971 2 $299 598 -4,402
Interest 5,000 9,333 7 $299 2,093 -2,907
Desire 40,000 43,484 230 $299 68,770 +28,770
Total 50,000 83,485 239 71,461 +21,461

U=U: Transforming Lives with the Truth About HIV Transmission
The Prevention Access Campaign’s Undetectable = Untransmittable or U=U campaign is close to my heart. It wasn't until I first
shared the U=U campaign's key message that I understood its power. It was in an HIV prevention group I moderate PrEP
Facts: Rethinking HIV Prevention and Sex. An HIV positive woman had questions about transmission risks and PrEP. She was
undetectable and wanted to know if her boyfriend could safely have sex with her if he took Truvada as PrEP. I explained it
wasn't possible for her to transmit HIV if her viral load were undetectable. Why had she been allowed to think she was a
danger to others, she wondered. Mostly she was grateful to hear this revelatory news.

Since then I’ve been blessed to hear so many stories of how the campaign has touched the lives of other people living
with HIV. A woman who I will call Sylvia was kind enough to share how the campaign has affected her life.
Sylvia’s partner was very sick. Together they went to get tested for HIV. The results were positive. Sylvia focused on
being strong for her partner in what would be the last two weeks of his life.
Sylvia grappled with the grief of sudden loss and her new reality as a woman living with HIV. Sylvia experienced
depression and felt alone. Relationships and intimacy were a minefield of stigma. That is until she encountered the
U=U message.
The fear of transmitting HIV to a loved one or sexual partner confronts many people living with HIV. For many, an HIV
diagnosis comes with feelings of being toxic or a danger to those with whom they are intimate.
U=U assuages those fears with facts. People with an undetectable viral load are incapable of transmitting HIV through
sex. As long as a person maintains an undetectable viral load they pose no risk to their sexual partners.
This powerful message is transforming lives.

April 23, 2017, NYC: U=U Dance Party to End HIV Stigma. Image by Prevention Access Campaign

This is vital information for people living with HIV as well as the general public. But it is seldom shared by those
working with the affected community.
Using the #UequalsU hashtag the campaign is empowering people with the facts. It has galvanized an online
community to dismantle stigma and fear. Healthline honored the campaign as 2016’s Best Use of Social Media for HIV
Advocacy.
For Sylvia, the U=U message restored her strength. It renewed her hope for a long and healthy life committed to her
health and to her children.
Sylvia now spreads the U=U message at every opportunity. She says people living with HIV need to live free from
criticism and judgment. She knows undoing years of stigma won’t happen overnight but she is confident it will be
done.
Sylvia says, in life, there is no going back but we are never alone. She reminds that there are so many out there who
share the U=U campaign’s commitment to restoring hope for us all.

Facebook
Much of the online conversation on HIV
advocacy and prevention occurs in Facebook
groups. The HIV support groups that exist on
the network are a great way to reach the
affected community.
Copy: Read about how the Undetectable =
Untransmittable campaign is transforming the lives of
people living with HIV

LinkedIn
LinkedIn is a great place to reach HIV Providers and
others involved in the treatment lives of people
living with HIV. It also is a great place to build
thought leadership among those in the health care
industry.
Copy: Many people living with HIV have never been told
by their providers that having an undetectable viral load
means they can't transmit HIV.
Read about how the U=U campaign is transforming lives
with the truth about undetectability and HIV
transmission.

Twitter
Twitter is an incredible place to reach HIV
activists and amplify HIV related messaging.
The campaign is also heavily active on the
platform correcting misinformation about
HIV Transmission making it a great place to
discuss the campaign.
Copy: How @PreventionAC's Undetectable = Untransmittable
campaign is transforming lives. #UequalsU

Marketing Objective & KPI
Social Media Advertising Guide Content Offer Campaign
Target: Latina Mothers Age 25-45 Interested in Career Advancement.
Objective: To obtain 10 Leads in 7 days advertising on Facebook with an ad
spend of $125 targeting bilingual/bicultural Latina mothers in major US latinx
markets
Primary KPI: Conversions, Result Rate and ROI

Campaign Summary - Targeting
The campaign targeted bilingual and English dominant latina mothers ages
25-45 in North America with one of the following interests: small business,
lifelong learning, sales, digital marketing, career, dance, marketing, career
development, social media marketing, continuing education, hiking,
advertising, social media, online advertising or job hunting.
Behavioral Targeting: small business owners.

Campaign Summary - Ad Creative
Headline: Social Media Advertising [Free Ebook]
Ad Text: Do you want to learn new skills and increase your
earning potential without spending more more time away
from your family? Udacity’s free social media advertising
guide is the answer. It’s everything you need to get started
in digital marketing. Take your career to the next level
without taking time away from your kids.
Learn Social Media Advertising [ Free Ebook]_1

Campaign Summary - Ad Creative
Link Description: Kickstart a career in digital marketing from the
comfort of home with this free and comprehensive social media
advertising guide!
Visual Creative: Latina/Afro-Latina mothers at laptops
surrounded by family studying at home.
L
Learn Social Media Advertising [ Free Ebook]_4 Learn Social Media Advertising [ Free Ebook]_1

Demographics: Age Range expanded from 25-45
Audience: Lookalike (US, 1%) (US, 1%-2%) (US, 2%-5%) - People who like Digital Marketing by
Udacity. A custom audience was made to exclude anyone who had visited the post-conversion thank
you page for the ebook to prevent showing ads to those who may have already converted on this
offer.
Location: Location was narrowed down to the US cities with the largest Latino populations: Phoenix,
San Diego, San Jose, Miami, Florida; New York City, El Paso, Houston , San Antonio.
Location Experiment: Ad set duplicated to check how well the ads might perform with US as
location and excluding the cities targeted in original ad set. Experiment yielded one conversion Ad
Image Nos. 2 and 4 in both English and Bilingual versions.
Campaign Summary - Ad Targeting

Campaign Summary - Changes to Copy
Ad text revised and copy reduced
to communicate more succinctly.

Campaign Summary - Changes
To connect with bicultural latinas I tested a version
of this add with codeswitching (moving back and
forth between Spanish and English.) This yielded
my top performing ad with 8 conversions.
Translations
Pa'lante! Go For It
Poco a poco llegas Little By Little You’ll Arrive
¡El futuro lo decides tú! You decide your future.

Key Results
Ad Set: US Latina Mothers 25-45 - Cities with largest hispanic populations
Learn Social Media Advertising [ Free Ebook]_4 codeswitching: 8 Conversions | 0.79 CTR (all) | 6.97 Cost Per Result | .33 Result Rate
Learn Social Media Advertising [ Free Ebook]_2: 3 Conversions | .60% CTR | 10.87 Cost Per Result | .18 Result Rate
Learn Social Media Advertising [ Free Ebook]_3: 1 Conversion | 2.69% CTR | 4.91 Cost Per Result | .38 Result Rate | Paused after 1 day
Learn Social Media Advertising [ Free Ebook]_1: 2 Page Likes | 2.62 Ad Spend | Paused After 2 Days
Learn Social Media Advertising [ Free Ebook]_2 codeswitching No Actions | $1.04 Ad Spend | Paused After 1 Day
Learn Social Media Advertising [ Free Ebook]_5 No Actions .29 Ad Spend - Paused after 1 day
Learn Social Media Advertising [ Free Ebook]_4 2 Link Clicks | 2.72 Ad Spend
Ad Set: US Latina Mothers 25-45- Excluding cities with largest latino populations.
Learn Social Media Advertising [ Free Ebook]_4 1 Conversion | 9.10 Cost Per Result | .22 Result Rate

Campaign Evaluation
The campaign successfully generated $195 (13 ebook downloads worth $15 each) from an investment of $125
equaling a 56% ROI. Optimization efforts could have been more efficient. In hindsight it is clear that ad Learn Social
Media Advertising [ Free Ebook]_3 had potential to perform but it was paused unnecessarily. Creating a second ad set
to test locations negatively affected the budget and only yielded one conversion.
Given additional budget it would be advisable to:
● Segment targeted cities (US cities with largest Latino Populations) and run split testing of the English only copy
vs the bilingual copy in those geographic segments.
● Segment out interests into separate ad groups to determine which interest groups respond best.
● Increase Ad Spend for Texas and California which saw the majority of conversions.
● Focus on mobile placement. Pew research suggests mobile is supplanting broadband among US Latinos. 96%
access internet on mobile as opposed to 80% of whites. This tracks with what was seen in campaign which saw
only one action (click) occuring on desktop.

Appendix
Screenshots for Reference

Campaign Results: Demographics

Ad Set Data: Performance
US Latina Mothers 25-45 - Cities with largest hispanic populations

Ad Set Data: Delivery

Ad Set 1 Data: Engagement

Ad Set 2 Experiment Data: Performance
US Latina Mothers 25-45 - Excluding cities with largest hispanic populations
US Latina Mothers 25-45 - Excluding Cities with largest Hispanic
populations

Ad Set 2 Experiment Data: Delivery
US Latina Mothers 25-45 - Excluding cities with largest hispanic
populations

Ad Set 2 Experiment Data: Engagement

Search Engine Optimization
(SEO) Audit

Keywords
Head Keywords Tail Keywords
1 New Career How to get a job in digital marketing
2 Learn Marketing Earn Digital Marketing Credential
3 Digital Marketing Digital marketing job prospects after DMND
4 Udacity Nanodegree Digital marketing career growth with Nanodegree
5 Udacity Marketing Learn digital marketing with Udacity

Keyword with the Greatest Potential
Which Head Keyword has the greatest potential?
New Career is the head with the greatest potential. According to MOZ it has a high search volume at
851 to 1.7k a reasonable difficulty score at 48 and has an opportunity of 94%. Priority score is 64.
Which Tail Keyword has the greatest potential?
Earn Digital Marketing Credential is the tail with the greatest potential. While there is a lack of volume
data the term signals a level of interest that makes it worthwhile. The difficulty score is reasonable at
42 and at 86% the organic CTR mitigates the low search volume and should result in some page
views from users with intent. There is also great potential to overtake the top 3 SERP listings. Priority
score is 40.

Technical Audit: Metadata
DMND URL: http://dmnd.udacity.com/
Current Revision
Meta-Robots Noindex, nofollow All
Title Tag Udacity Digital Marketing Nanodegree Program
Website
Digital Marketing Nanodegree - Become A
Digital Marketer
Meta-Description [blank] Gain a 360-degree view of digital marketing
and real world experience running live
campaigns
Alt-Tag
http://v.fastcdn.co/t/beb60d38/d41f13af
/1496943509-13815378-
203x169x285x204x6x11-70B-box.png
Blank 70 Billion Spent On Digital Marketing in US
Alt-Tag
http://v.fastcdn.co/t/beb60d38/d41f13af
/1496943485-13718463-189x64-
horizontal-primary-b.png
Blank Bullhorn Icon above text reading Digital
Marketing Nanodegree Program

Alt-Tag
http://v.fastcdn.co/t/beb60d
38/d41f13af/1496943501-
13815588-415x345-
features1.png
Blank Image of instructor Daniel Kob
Alt-Tag
38/d41f13af/1496943491-
13720038-892x44-
logospartners.png
Blank Image of partners logos from left to right:
Facebook, Google, Hootsuite, Hubspot,
Mailchimp, Moz
Alt-Tag
38/d41f13af/1496943484-
13815763-960x480-
medium.jpg
Blank Image of stylish white woman and African-
American male with purple gradient
overlay.
Alt-Tag
38/d41f13af/1496943512-
13834748-383x305-features-
02.png
Blank Image of open laptop with four vertical
bars of varying heights overlaid.

Alt-Tag
38/d41f13af/1496943483-
13814963-862x403-image-
digital-market.png
Blank Image of a laptop displaying a smiling
white woman.
og:Site_name Follow Us On Social Media Digital Marketing Nanodegree Program
Og:Type Article Website
Og:TItle Follow Us On Social Media Digital Marketing Nanodegree - Become A
Digital Marketer
Og: Description © 2017 Udacity, Inc. Gain a 360-degree view of digital
marketing and real world experience
running live digital marketing campaigns.

Suggested Blog Topics
Blog topics selected to maximize the keywords they can rank for.
How To Get A Job In Digital Marketing with No Experience
Keywords: How To Get A Job In Digital Marketing, Digital Marketing, New Career, Digital Marketing Jobs, How to Break Into Digital Marketing, New
Career, Digital Marketing Jobs
A look at the benefits of the Udacity DMND Nanodegree program for non-traditional students who lack prior experience. Blog focuses on the
project based learning and portfolio building of the program. Although the volume for How To Get A Job in Digital Marketing is only 11-50 the
search term signals a search intent that is lower in the funnel and likely to convert.
Maximize Career Growth with these Digital Marketing Skills
Keywords: Digital Marketing Career Growth, Digital Marketing, Digital Marketing Skills
First person narrative of how a nanodegree alumnus gained new digital marketing skills with DMND and advanced their career.
Top Digital Marketing jobs
Keywords: Digital Marketing, New Career, Digital Marketing Jobs,
A listicle providing information about the various job titles in digital marketing, what specializations they are a part of and job trajectory.

Technical Audit: Backlink Audit
Backlink Domain Authority (DA)
1 https://msdn.microsoft.com/en-
us/magazine/jj883963.aspx
100
2 http://educationblog.microsoft.com/201
6/11/7-ways-to-figure-out-this-coding-
thing/
100
3 http://www.dudley.gov.uk/resident/librar
ies-archives/libraries/information-
services/online-learning-courses/
100

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 Site URL Organic Search Traffic
1 Penelope Trunk http://peneloptrunk.com 1.1k
2 The Muse https://www.themuse.com/ 1. 5 Million
3 BusinessInsider.com http://www.businessinsider.com/ 19.4 Million

Page Index
Google has only indexed two pages from the dmnd.udacity.com site.
dmnd.udacity.com/br
dmnd.udacity.com/blog3/2016/9/19/top-10-sought-after-skills-in-digital-marketing
The first page is the Portuguese language landing page used for the Brazilian market. Google has not
indexed the English language landing page. The metadata on that page instructs spiders not to index
with a noindex and nofollow

Page Speed
Dmnd.udacity.com on mobile receives a score of 58/100.
Speed is important on mobile. Sites that are optimized for
mobile rank higher on mobile SERPs, while failing to provide a
mobile friendly experience negatively affects rank.

Mobile-Friendly Evaluation
Dmnd.udacity.com does a good job of avoiding landing page redirects, loading visible content before Javascript and CSS, and has a good
server response time.
The site has a loading time speed of 4s which is good but it could be better. An estimated 10% of visitors could be lost at that speed.
A reduction of 3 seconds in load time should be possible by implementing the following adjustments:
● Compress images
● Compress resources with GZIP
● Serve minified HTML, CSS, Javascript etc
● Leverage caching to minimize need to retrieve resources from the server.
● Optimize javascript not crucial for first render.
● The page includes CSS rules in the CSS in the document body should be moved to the head as they have a negative impact on
performance. Eliminate the CSS rules (96%) that are not used by the page.
● Optimize mobile load times with AMP

Recommendations
● Outreach high domain authority sites that mention Udacity but do not include a link. For
example this article on Wired mentioned Udacity but does not include a link while linking to
two competitors: Deeplearning.ai and Fastai.com
● Perform link outreach to remove spammy inbound links. If unable to have links removed utilize
Google’s disavow tool.
● Optimize meta tags for searchability and accessibility. Although they do not directly affect SEO
optimize open graph meta tags as well.
● Rename image files descriptively to help users and search engines understand what is in a file.
● Over a thousand pages use 302 redirects. Use 301 redirects instead to allow the link-juice to
flow from the thousands of root domains that currently aren’t passing ranking power.

Campaign Evaluation
Android Basics: User Input | Australia

Campaign Approach
Description, Marketing Objective & KPI

Approach: Account Structure
Android Basics: User Input AdWords Campaign for Australian market
This campaign targets user intent at the Interest and Desire stages of the AIDA
model. Keywords, ad copy, calls to action, ad extensions and KPIs reflect their
ad group’s targeted intent.
The campaign avoids broad match keywords to improve correlation between
keyword and intent. Individual keywords appear in multiple match types:
exact, phrase, and broad match modifier.

Approach: Interest Ad Group
Ad Group 1: Interest Generic keywords selected for informational queries expressing
some intent to learn coding. Ad Copy and CTA emphasizes benefits and features. Low pressure CTAs
encourage consideration and use affirmative language to encourage action.
To help users understand the benefits of the course the following callout extension are enabled at
the ad group level:
● Taught by Industry Pros
● Build Your First App
● Student Support Community
● Rich Learning Content

Approach: Desire Ad Group
Ad Group 2: Desire Keywords target higher intent searches: brand term queries, competitor
comparisons, and price considerations. Ad copy highlights benefits.
Given targeted journey stage time-bound CTAs chosen to exploit possible analysis paralysis and
exhorting users not to wait any longer; take action.
The following Ad Extension Reviews provide social proof aligning with desire stage queries:
● “Blown away with what I'm learning, I'm loving it!” – Student Reviews
● “The program helps you to depend on yourself.”– Udacity Student Reviews
● “Closing the skills gap “– CNBC
● “Very user friendly and informative” – Udacity Student Reviews

Negative Keywords
Queries using brand terms might reflect an intent related to other Udacity products. These terms
make up a part of the campaign's negative keywords to focus intent on the Android course. Also
included are popular programming languages that aren’t taught in the android course as well as
keywords related to traditional learning like university and college.
College, university, swift, robotics, artificial intelligence, c#, data analyst, digital marketing, iphone, vr
developer, deep, learning, full stack web developer, uni, perl, visual basic, react, machine learning, ruby on
rails, ios, self-driving car, front-end web developer, python, javascript, php, business analyst, ios developer

2. Marketing Objective & KPI
Objective
Obtain 10 Conversions and 200 clicks with a $15 daily ad spend for a
period of 5 days.
Primary KPIs
ROI, CTR, CVR

Ad Group 1: Interest
Keywords:
[programming for beginners], “programming for beginners”, +programming for +beginners,
[mooc online courses], “mooc online courses”, +mooc +online +courses, [learn to code apps], “learn to code apps”, +learn to +code +apps, [how to
develop an app], “how to develop an app”, +how to +develop and +app,
[how to develop an android app for beginners], “how to develop an android app for beginners”, +how to +develop an +android +app for +beginners,
[how to code for beginners], “how to code for beginners”, +how to +code for +beginners, [how to code], “how to code” +how to +code, [coding
bootcamp], “Coding bootcamp”, +coding +bootcamp, [coding apps], “Coding apps” +coding +apps, [basic programming], “Basic programming”, +basic
+programming, [basic coding], “Basic coding”, +basic +coding, [android training], “Android training”, +android +training, Android training, [android
studio tutorial], “Android studio tutorial”, +android +studio + tutorial, [android tutorial], “Android tutorial”, +android +tutorial

Ad Group 2: Desire
Keywords:
[udacity] [udacity vs udemy] [udacity vs edx] [udacity vs coursera], [udacity review],[udacity nanodegree review], [udacity free trial], [udacity android free
course], [udacity android course review], [nanodegree], [nanodegree by google], [google programming courses], [google nanodegree], [android
fundamentals udacity], [android basics], "Udacity", "udacity vs udemy", "udacity vs edx", "udacity vs coursera", "udacity review", “udacity nanodegree
review", "udacity android free course", "udacity android course review", "Nanodegree", "nanodegree by google", "google programming courses”, "google
nanodegree", android fundamentals udacity", “android basics", +udacity review, +udacity +vs +udemy, +udacity +vs +edx, +udacity +vs +coursera,
+udacity +vs, +udacity +nanodegree +review, +udacity +android +free course, +udacity +android +course +review, +udacity, +nanodegree by +google,
+nanodegree, +google +programming +courses, +google +nanodegree, +android +fundamentals +udacity, +android +basics

Campaign Evaluation
Results, Analysis and Recommendations

Key Campaign Results (Campaign & Ad Groups)
Ad Group
Max.
CPC Bid
Impr. Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Cost
Interest $3.00 658 43 6.53% $1.58 7 16.28% $9.72 $68.03
Desire $3.00 187 18 9.63% $1.02 2 11.11% $9.16 $18.32
Total 845 61 7.22% $1.42 9 14.75% $9.59 $86.35

Key Campaign Results (Ads)
Ad Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Interest Group Learn To Code Apps - Free
Beginners Course
40 7.77% $1.47 6 15.00% $9.78
Interest Group, Build Your First App -
Free Android Course
2 1.85% $3.56 0 0% $0
Desire Group,
Learn Android Basics
Start Your Future Today
13 11.82% $1.09 1 7.69% $14.21
Desire, Ready To Start Coding?
Free Android Course
5 6.49% 0.82% 1 20.00% $4.11

Key Campaign Results (Keywords)
Keyword Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
[how to code] 7 12.50% $0.93 3 42.86% $2.16
[udacity] 15 11.54% $0.99 2 13.33% $7.42
+how to +code 7 8.43% $1.12 2 28.57% $3.94

Campaign Evaluation
● The campaign achieved a positive ROI of 525% with 9 conversions valued at $60
each and an spend of $86.35.
● Campaign did not exceed budget.
● Campaign missed 10 conversion target by 1.
● At 14.75% the overall CVR exceeded expectations based on education industry
benchmarks.
● At 7.2% overall CTR exceeded expectations based on education industry
benchmarks.
● Focusing on bottom of funnel keywords for Desire ad group coupled with low
volume of search in Australia for this niche product yielded fewer results than

Keyword Performance
Interest
Best CVR: 42.86% [How To Code] p <.05
Best CTR: 50% +how to +code for +beginners p <.05
Desire
Best CVR: 13.33% [Udacity]
Best CTR: 11.54% [Udacity]

Ad Performance: Interest
Best CVR
15% CVR p < .05
Best CTR
7.77 CTR p > .05

Ad Performance: Desire
Best CVR
20% CVR p > .05
Best CTR
11.82 CTR p > .05

Ad Group Performance
Best CVR
Interest ad group had the highest CVR at 16.28 p > .05
Best CTR
Desire ad group had the highest CTR at 9.63 p > .05

Recommendations for future campaigns
● Increase granularity at the bottom of the funnel by segmenting Desire ad group into SKAGs
(Single Keyword Ad Groups) consisting of one long tail in Exact, Phrase and BMM match types.
● Create new landing pages for SKAGs optimized for message match
● Eliminate non-converting ad in Interest group
● Run an A/B testing on remaining Interest ad headline to optimize CTR.
● Increase maximum CPC bid for higher intent bottom of funnel keywords in Desire group
● Remove ads with CTRs less than 1% in an effort to improve quality score
● Run campaign for a three month minimum to maximize conversions from low volume high
intent long tail queries.

Display Advertising Campaign
Evaluation

Display Image Campaign: Overall Results

Campaign Results
The campaign achieved a positive ROI of $324. The CTR could be improved up
and so could the CPC to maximize ROI.
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1973 282066 0.70% $0.44
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
872.51 0.2 4 $218 +$324

Display Image Campaign: Ad Results
A
B

Ad group Creative - A performed better than Creative B. It has a higher CPA and a substantial higher
impression volume. The difference in performance is likely due to the visual creative in A which features
people rather than tech objects.
Creative Clicks
Impress
ions
CTR Avg CPC Cost
Convers
ion
Rate
# of
New
Student
s
CPA ROI +/-
Creative - A 1531 216,199 0.71 0.45 686.27
.2%
3 229 +$210
Creative - B 442 65,867 0.67 0.42 186.24
.2%
1 186.24 +$112.76

Display Image Campaign: Keywords
Keyword Clicks Impressions CTR Avg CPC Cost
1 Marketing Online
236 20750 1.14% 0.5 118.64
2 Marketing Courses
226 38259 0.59% 0.28 63
3
Online Marketing
Course
19 1999 0.95% 0.27 5.14
4
Digital Marketing
Training 57 8224 0.69% 0.54 30.75
5 Marketing Careers
14 2998 0.47% 1.68 23.5

Suggestions for Campaign Optimization
1: Disable the following impressionless keywords: social media marketing online course, digital analytics training, digital
analytics course, search marketing online course, facebook marketing course,
adwords course.
2: Create new ad groups for digital analytics products, search marketing and adwords course keywords, and a new one for
social advertising.
3: Place remaining keywords in exact, phrase, and BMM match types.
4. Pause Ad Group B
5. A/B test visual creative in ad group A using another visual featuring images of people.

Results: Campaign Overview
Creative Clicks Impressions CTR Avg CPC
Campaign Results 1892 157,517 1.20% $.44
Cost Conversion Rate # New Students CPA ROI +/-
826.61 .2% 4 206.55 +$369.80

Display Video Campaign: Ad Results
B
A
Campaign A - Short Keyword List
Campaign B - Large Keyword List

Campaign B performed better than A in terms of impression volume, CTR,
conversions and ROI
Creative Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on
Rate
# New
Student
CPA ROI +/-
Campaign A 453 54,312 0.69% .55 $290.21
.2%
1 (0.906) $290.21 +$8.79
Campaign B 1439 103,205 .012% .24% $535.40
.2%
3 $178.47 +$361.59

Top 5 Successful Keywords.
Ad Advertisement, Online Marketing Video, Digital Learning Courses, Course Digital Marketing, SEO.
These keywords were top performers in terms of volume, engagement, CTR and Avg CPC. One high performing keyword
was excluded business training course because while it garnered a high volume of impressions and clicks it did so at a
higher CPC and lower CTR than the other keywords.
Ad Advertisement: With an ROI over 4 ½ times greater than the next best performing keyword this keyword has
performed quite well. It’s has a high volume of impressions a low Avg. CPC of $.17 and a respectable click thru rate in line
with industry benchmarks.
Online Marketing Video: This keyword garnered a similar amount of clicks as Ad Advertisement but at a much higher
average cost per click of $.51 and a substantially lower click-thru-rate which greatly diminishes its return on investment.
Key Campaign Results (Keywords)

Keyword Clicks
Impressio
ns
CTR Avg CPC Cost
Conversion
Rate
CPA
# New
Students
ROI +/-
ad
advertisement
510 24,172 2.11% $0.17 $85.58
.2%
$85.58 1 +$213.42
Online
Marketing
Video
495 42440 1.17 .51 253.23
.2%
253.23 1 +$45.77
Digital Learning
Courses
207 14198 1.46 0.31 64.99
.2%
0 0 0
Course Digital
Marketing
106 8,726 1.21% 0.43 45.50
.2%
0 0 0
SEO 102 9197 1.11% $0.48 48.81
.2%
0 0 0

Recommendations for Campaign Optimization
1. At 894 keywords the Campaign B Ad Group Keyword List is too large and diverse to
achieve message match. Reduce keywords to those that best match ad creative, video,
landing page and product.
2. Optimize ROI by setting Maximum CPC at $.30
3. Improve quality score and relevancy by restructuring campaign into 5 ad groups: Digital
Marketing/Advertising, SEO, Online Learning, Analytics, Social Media
Marketing/Advertising.
4. For each ad group include 3 corresponding historically top performing keywords in
exact, phrase and BMM match types.
5. Improve manageability by disabling impressionless keywords.

Part 3: Results, Analysis and
Recommendations

Analysis and Future Campaign Suggestions
The Image Campaign and Video Campaign both performed similarly with each
garnering 4 conversions but the video campaign achieved a better ROI. CTR was higher with the video
campaign by 50 percentage points or a 71% increase.
● Map image Campaign to the Awareness stage of the customer journey.
● VIdeo has more potential to inform. Map it to the Video Campaign to the Interest and Desire stages
of the Customer Journey via remarketing.
● Increase cohesion, audience recall and brand recognition by using a visual from the video campaign
to serve as image used in image campaign.
● Ensure that ad groups in image campaign have a corresponding ad group in video campaign.
● Set Maximum CPC at $.30

Email Part 1
Plan Your Email Content

Marketing Mom Maria
Background and Demographics Target Persona Name Needs
● Afro-Latina Mother of 2
● Lives in Houston, TX
● 36 years old
● 55k Annual Salary
● Bilingual
Marketing Mom Maria ● Higher Paying Position
● Mentorship
● Education that fits her busy schedule
● Employment she finds meaningful
Hobbies - Interests Goals Barriers
● Hiking
● Dance
● Gardening
● Watching Netflix
● Social Justice
● Career Development
● Continue her education
● Earn a promotion to director
● Open her own consulting
business
● Trust - Uncertain of the value of
online education and credentials.
● Maria finds balancing work and
raising children to be challenging she
wonders how she’ll manage
everything on her plate with
education thrown into the mix.
● Maria is unsure of the best path
forward to career advancement.

Email Content:
Email Content Plan
Email Topic
Marketing
Objective
KPI
Email #1 The Power of Diversity
Interest
Engagement
Open Rate
Click Rate
CTR
Email #2 Diversity in Tech
Roundtable
Desire
Engagement
CTR
Conversions (Udacity Accts.
Created)
Email #3
Enroll Now
20% Discount
Action
Conversion Conversion Rate

Email #1
Email Content Plan
Subject Line Body Summary Visual CTA Link
The Power of
Diversity
Diversity and Digital Marketing present
opportunity for growth. However
opportunity not met and often
campaigns miss the target. Solutions:
Recruiting Diverse Students, providing
career ready skills, building a diverse
marketing workforce.
Udacity
Header Image.
No other
images. Clean
and content
driven.
Learn More
https://www.ud
acity.com/cour
se/digital-
marketing-
nanodegree--
nd018
This drip campaign focused on recruiting a diverse student body is designed to be triggered by
downloading a content offer such as the social media advertising guide in previous Facebook ad
campaign targeting US latinas. It could be used for similar campaigns outreaching diverse
demographics.

Email #2
Email Content Plan
Marketing Objective Subject Line CTA
Desire | Engagement
Don’t Miss Out: Diversity in
Tech Panel at Houston
University + Livestream RSVP Now!

Email #3
Email Content Plan
Marketing Objective Subject Line CTA
Action
Conversion
Promotional Offer
*|fname|*, it's time to save 20% on
your Nanodegree
Enroll Today

Email Campaign Calendar
Week 1 Week 2 Week 3
F M T W Th F M T W Th F M T W Th F M
Emai
l #1
Emai
l #2
Emai
l #3
Planning Tests Send Analyze
KEY PHASES

Email Copy: Email #1
Subject Line: The Power of Diversity
Body: Of the 75 million US millennials 42% are Latino, Black, or Asian. Multicultural millennials account for $65 billion in spending
every year. Nielsen research suggests they influence over $1 trillion in total consumer spending. Multicultural Millennials are a
substantial and valuable segment of the millennial market.
In spite of this opportunity, brands miss the mark when it comes to diverse audiences. Tone deaf advertising campaign illicit groans
across social media. Apologies flow, but what can be done to better serve diverse audiences?
For starters, marketing and advertising teams can better reflect the diversity around them. Research shows that diverse teams make
better decisions. Diverse perspectives are an asset and can mean the difference between audience delight and disaster.
As educators, we're on a mission to democratize education. We're excited to recruit diverse students and provide them with career-
launching skills.
Help us drive change by joining our digital marketing Nanodegree program.
CTA: Learn More
Link for CTA: https://www.udacity.com/course/digital-marketing-nanodegree--nd018

A/B Testing Email
A/B testing subject lines and CTAs are vital for optimizing campaigns. By testing the performance of an A subject line
against a B subject line we can optimize the open rate. Likewise, by testing CTAs we can analyze and optimize
conversion rates by testing a variation against a sample and employing the better performing version for remaining
sends.
Presented below are a subject line and CTA to test against the email #1. While the A test language relate to the
email’s topic, the B test copy is more aspirational with a stronger emotional appeal.
A/B Testing
Subject Line CTA
Email #1 Be The Future of Digital Marketing Start Your Future Today

Results Email #1
Results and Analysis
Sent Delivered Opened Opened Rate Bounced
2500 2250 495 22% 225
Clicked CTR Take Action Conversion Unsubscribed
180 8% 75 3.3% 30

Final Recommendations
● Remove hard bounces to maintain and optimize 9% bounce rate.
● Monitor soft-bounces and remove emails after sufficient occurrences.
● Remove Unsubscribes in Accordance With Law
● A/B test the following
○ image vs No Image
○ Fonts & Colors
○ English Copy Vs Bilingual English/Spanish Copy
○ Reverse Order of Email 1 and 2

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