Recently completed Udacity Digital Marketing Nanodegree online. The presentation covers my portfolio showcasing my projects such as content creation, Facebook Ad campaign, Google Adwords campaign, Email marketing plan.

1. Building a Marketing Strategy
Supriya Patankar

2. 1. Customer Journey
Based Marketing
Plan

4. What: Your Offer

5. 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.

6. Marketing Objective:
What is the marketing objective for your marketing
efforts?
Enroll 400 students in Udacity DMND program by the
end of quarter.

7. Who Are Our
Customers?

9. Target Persona
Background and
Demographics
Target Persona
Name
Needs
1. Student or
working
professional
2. Marketing
3. 18-35 years
4. American
John Doe
1. Advance degree
2. Low cost
3. Part -time
4. 3 -4 hrs per week
effort
Hobbies Goals Barriers
1. Sports
2. Internet gaming
3. Reading
4. Spending time
with friends and
family
Work as a full
time digital
marketing
professional
1. High tuition for a
full time digital
marketing course
2. Currently working
part time

11. Phases of the Customer
Journey

12. When+How+Where =
Marketing Tactics
Customer
Journey
Awarene
ss
Intent Desire Action
Post
Action
Message
Describe
increase
demand for
digital
marketing
professionals
How digital
marketing is
impacting
marketing
industry
Highlight key
features of the
program
Claim your free
ebook
Live Projects
using latest
tools.
Learn from
Industry
experts.
Video
interviews
from
program
alumni and
professional
s.
20% early
bird
discount.
Highlight
program
benefits.
Thank you
for signing
up email.
Guide to
coursework
and Udacity
Portal.
Udacity
latest news.
Newly
added
courses.
Channel
1. Blog
2. Landing
page
3. Facebo
ok Ad
4. Video
Ad
1. Facebook
Ad
2. Google
Adwords
3. Display
Ad
4. Video Ad
1.Facebook
Ad
2. Email
3. Serach
4. Display
Ad and
Social
1. Email
2. Social
Media
1. Email
2. Social
Media

13. 2. Budget Allocation

14. DMND
Budget Allocation

15. Awareness: Budget Allocation for Media

16. Interest: Budget Allocation for Media

17. Desire: Budget Allocation for Media

18. ROI: Budget Allocation for Media

19. Additional Channels or
Recommendations:
1. Additional spend on SEO via organic and paid search for DMND
awareness and course information.
2. Testimonials , reviews from students who have completed the course
focusing how has the course helped them in their career.

20. 3. Showcase Work

22. Market your Content
Delete this box and copy content
from your previous project
submission
Marketing Objective:
Marketing Objective for the DMND project is to collect email addresses of potential
students who are interested in taking the Digital Marketing Nanodegree at Udacity.
KPI : Number of email addresses collected.
Value Proposition
FOR Students interested in Digital Marketing
WHO need are interested in pursuing careers in Digital Marketing.
OUR Digital Marketing Nanodegree
THAT offer great coursework along with hands-on project UNLIKE Coursera.org,
Udemy.com
OUR OFFER: provides great coursework with live projects where students can run
an SEO audit, create FB ad campaign.

23. Market your Content
Empathy Maps
Target Persona

24. Udacity Digital Marketing Nanadegree Program for the upcoming digital
Marketeers!!
In today’s day and age it is necessary to keep oneself updated with latest updates
in his/her career. As a marketing analyst I saw myself struggling to keep up with the
digital marketing boom. Since enrolling as a full-time student was not an option I
started looking up online learning portals for the courses on Digital Marketing
program. While a lot of them offered a lot varied courses, the Udacity Digital
Marketing Nanodegree program struck a balance between the coursework and
hands-on projects. The course includes interviews with experts in the industries and
accounts of how digital marketing is helping their brand or company. Udacity has
various pricing options that are suited for everyone’s budgets. Its completely online
format makes it easier to work around your work and personal schedule. Click below
to get more information on the program.
https://www.udacity.com/course/digital-marketing-nanodegree--nd018
Marketing Your Content
Blog Post

25. Marketing Your Content
Social Media Post

27. Run a Facebook Campaign
Campaign approach is to target audience in the age group of 18-35. This is the typical age group
that are working towards getting started in their career or looking to add new skills. The target
audience in located in US. The audience selection also includes anyone with a college degree and
shown interest in Digital Marketing.
Marketing objective is to run a Facebook Ad to attract students to submit their emails and
download free ebook on Social Media Advertising. The Ad will run for a week and the maximum
budget for the Ad is $100.
KPI
1.Conversion:
a.Number of emails collected
b.EBook download
2.Impression:Ad visits and clicks, Click to Open Ratio, Click Rate and Open Rate.
Target Audience: 18-35 age group , college graduate with interest in
Digtial Marketing
Ad Creatives:
Desktop Ad Mobile Ad Insta feed

28. Run a Facebook Campaign
Campaign Results
Performance

29. Campaign Performance : Demographics
Campaign Performance : Placement
Run a Facebook Campaign

30. Ad Set Performance
Ad set : Delivery
Run a Facebook Campaign

31. Ad Set Engagement
Run a Facebook Campaign

33. Search Engine Optimization
(SEO) Audit
Marketing Objective - Marketing objective is to increase organic search traffic for
www.DMND.udacity.com website by 5% in the month of June.
KPI - Number of visitors to the website in the month June.
Keyword Selection
Keyword Potential
Head Keyword : Digital Marketing certificate has great potential with
53% organic CTR and priority score of 71.
Tail Keyword : Udacity Digital Marketing Course has the greatest
potential with 83% organic CTR, priority score of 68 showing good
potential for clicks.

34. Technical Audit
Metdata
Backlink Audit
Search Engine Optimization
(SEO) Audit

35. Link Building SEMRush.com
Search Engine Optimization
(SEO) Audit

36. Performance Testing
Page Index : Pingler
Indexing helps google understand and store the content of a website.Based on this
indexing Google ranks your website and decides whether to load it as a result of search
query. Higher the ranking higher the likelihood for showing up in the SERP on the first
page of google.
Page Speed : Google Page Speed
The page speed tool helps understand how fast the website loads on a mobile or desktop.
When website take longer to load there is higher chance that visitors will drop off and no
longer engage with the content.
The above screenshot is for udacity digital marketing nanodegree page.
Based on the results, the page is rated slow by the page speed tool.
It is important to run page speed to understand how long the page lakes to load on different
devices. It also makes recommendations for opportunities to improve page speed. This tool can
also be used to determine the speed for competitors web pages as well.
Search Engine Optimization
(SEO) Audit

37. Mobile-Friendly Evaluation : Think with Google
The faster the site loads the higher the chances user will click through the content and
engage with it. Updating the mobile page to load faster will ensure higher conversion as
well it will result in higher ranking in SERP
Search Engine Optimization
(SEO) Audit

38. Recommendations:
Keywords: Based on the findings, the Udacity digital nanodegree page shows up in the organic
search when used with Tail keywords like “Udacity Digital Marketing Course”. For head keyword
search like ‘Digital Marketing online” , the page does not make it to the first page of google
SERP. Adding tail keywords like digital marketing online course, best digital marketing online
course will help in improving SEO results.
Page Speed: The page speed test and think with google test show that the page load speed is
poor. Optimizing the site for page load speed is a good way to improve ranking.
Link Building: Marketing blogs like marketingland.com, moz.com/blog, hubspot.com with links
to the Nanodegree program will help the DMND page to build more inbound links thus improving
to organic search results.

40. Run an Adwords Campaign
Campaign Approach - For this assignment , I’ve opted for Option 1 - Help Udacity
democratize education worldwide.
The Adwords Search campaign is expected to run for 5 days with a budget of
$10/day. The course allocated is Data Wrangling with MangoDB and the country
assigned for marketing was India.
A quick google trends search gave an idea about awareness of the keywords
MangoDb,Data Wrangling and Udacity. In general the trends show that Udacity,
MangoDB, Data Wrangling are quite popular search term across all states in India.
Campaign development was intended for audiences for India which is working
towards Digital Marketing progressively.
Ad Group 1 Awareness includes keywords like Big Data, NoSQL, data cleansing, while
Ad Group 2 includes searches like master's degree Big data, Learn MangoDB free,
learn Data wrangling, free courses.
Marketing Objective: Run a Google Adwords campaign for Udacity’s free course,
Data wrangling with MangoDB. for 5 days from 5/1/2020 to 5/5/2020 that will
generate atleast 18 website visit per day for a budget of $50.
Primary KPI : number of website visits or impressions.

41. Ad Set 1 - Awareness
Run an Adwords Campaign

42. Ad Set 1 - Course
Run an Adwords Campaign

43. Key Campaign Results (Campaign & Ad Groups)
Ads
Run an Adwords Campaign

44. Key Campaign Results (Keywords)
Campaign Evaluation
1. The campaigns was not a success since conversion rate was 0% , which was lower than
expected.
2. Average CPC was $2.34 which was much lower than max CPC bid $7.00
3. The DMND MangoDb coursework Ad group has the highest click with keywords like Big
Data, best online courses, mysql getting the most click.
Recommendations for future campaigns
1. In case of additional budget , I would use the amount for better bidding to ensure more
clicks.
2. In the current campaign keywords or terms with ‘Free’ received more clicks.
3. The campaign targeted only one country (India) for the campaign. For the purpose of more
site visits, I would like to test the campaign in US.
Run an Adwords Campaign

45. Ad Groups
Ads
Keywords
Run an Adwords Campaign

47. Evaluate a Display
Advertising Campaign
Affinity Audience
Display Ad
Campaign results
Campaign Optimization:
Suggestion 1: Change the description since the audience includes Business professionals.
Update the description to “Take your career to the next level with digital marketing skills.”
Suggestion 2: Extend the audience targeting to include Business Professionals Social Media
Enthusiasts who searched digital marketing and include a Call to Action - Link to Udacity website..
Suggestion 3: Run an A/B test with two sets of audience selection
a. Business professionals who are social media enthusiast
b. Business professionals who are social media enthusiast and searched digital marketing.

48. Evaluate Display Advertise Campaign
Site Targeting
Display Ad
Campaign Result
Campaign Optimization
Suggestion 1: A/B testing on Ad placement.
-Digital Marketing Partner’s site placement
-Run the ad on career websites like LinkedIn.
Suggestion 2: Changing the background of the Ad will help reading the message
more clearly.
Suggestion 3: Ad placement for google search for keywords like digital marketing,
digital marketing online course, etc.

49. Evaluate Display Advertise Campaign
Re-Marketing
Display Ad
Campaign Results
Campaign Optimization:
Suggestion 1: Include a call to action - link to enrollment page.
Suggestion 2: Anyone visiting the DMND website is already aware of the program. This
Ad placement should drive the audience to the DMND website. So the Ad placement
should be changed.
Suggestion 3: Target audiences who are currently marketing professionals.

50. Evaluate Display Advertising Campaign
Best performing campaign
The first campaign targeting affinity audience performed better among the three campaing.
Overall the campaign has higher clicks (1,243) with higher signs ups (2) , which was the
marketing objective. The campaign maintained a positive ROI (150) with lowest CPA (224)
among the 3 campaigns.
Recommendations
Targeting Audience : Leverage keyword searches like digital marketing, online
digital marketing courses, digital marketing certificates.
Ad Groups: Include college grads, marketing professionals, marketing events for
Display Ads
Set up A/B test for different versions of the Ad – change creative, title , audience
selection to run tests and drive insights from performance.

52. Market with Email
Marketing Objective -Create a 3-touch email campaign to convert at least 50
leads captured to sign up for the 1 month free access offer currently offered for DMND
program. These emails will run 5/11/2020 - 5/25/2020
KPI - Conversion rate ( sign ups through the offer)
Email 1: Touch 1 - Learn latest Digital Marketing Skills - First month Free!!
Email 2: Touch 2 - Free first month access to Udacity DMND Degree.
Email 3: Touch 3 - Offer expiring soon- Free access to Udacity DMND Degree.

53. Market with Email
Creative Brief: Email 1 Creative Brief: Email 2
Creative Brief: Email 3

54. Marketing Calendar and Plan Final Email
Market with Email

55. Market with Email
Result Evaluation
Recommendation:
Run on A/B test using creative of Email 1 and Email 3 with same subject line.
Based on the results for the test I will use the winning creative for the email 2 . Run A/B test for
audience selection in email 2.
Use the winning email with higher conversion for email 3.