Udacity Portfolio: Building a Marketing Strategy

Building a Marketing Strategy
Project 8: DMND Portfolio

1.Customer Journey Based Marketing Plan

Digital Marketing Nanodegree
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: DMND
Our Marketing Objective is to sign up 200 new customers to the DMND
Program in one quarter without losing our ROI.

Target Persona: Marketing Challenge DMND

Phases of the Customer Journey

When+How+Where = Marketing Tactics
Customer
Journey
Awareness Interest Desire Action Post-Action
Message
Describe the product
Describe what it can do for
your target persona
Translate that interest into
Desire
Convey key product benefits
& differentiators
Key product benefits
Good reason to buy now
promotion
Implicit smooth path to
purchase (verify no
roadblocks using Google
Analytics
Thank You
Reinforcement of product
benefits
News about purchased
product
Info about new products
Channel
Content marketing (e.g.
blog)
Informative landing page
Social media
Display and video ads
1st Search - Organic
(buttoned up on SEO front)
Search Advertising
Social Media Advertising -
Target & Re-target (FB w/
display & video Ads)
Organic Social Media -
Stress benefits of product
(e.g. polls on FB, Twitter)
Re-targeted display & video
ads (generate leads; e.g.
white paper, ebook)
Search (SEO) - potentially
communicate offer in ads
Re-targeted Ads (display,
social, video)
Organic Social Media (good
place to talk about promos)
Email
Email - ask them to follow
you on Social Media
Channels
Organic Social Media - Ask
them to follow you
Email
Organic Social Media -
Engaging customers,
explaining new ways to use
product, announce news
about product/company,
announce new products

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 $6,000 $1.25 4800 0.05% 2
AdWords
Search
$3,000 $1.40 2143 0.05%
1
Display $1,000 $5.00 200 0.05%
0
Video $2,000 $3.50 571 0.05%
0
Total Spend $12,000 Total # Visitors 7,114
Number of new
Students 3

Interest: Budget Allocation for Media
Channels
Planned
Spend
Cost Per Click
Number of
Site Visits
Average
Conversion Rate
Total Sales
Facebook $6,000 $0.50 12000 0.1% 12
AdWords
Search
$4,000 $1.50 2667 0.1% 3
Display $3,000 $3.00 1000 0.1% 1
Video $3,000 $2.75 1091
0.1%
1
Number of new
Students
17

Desire: Budget Allocation for Media
Channels
Planned
Spend
Cost Per Click
Number of
Site Visits
Average
Conversion Rate
Total Sales
Facebook $12,500 $0.30 41667 0.3% 125
AdWords
Search
$12,500
$1.50 8333 0.3% 25
Display 0 $3.00 0 0.3% 0
Video 0 $2.75 0
0.3%
0
Number of new
Students
150

ROI: Budget Allocation for Media
Phase Total Spend
Total
Number of
Site Visits
Total Number
of Sales
Profit Per Sale Total Profit ROI
Awareness 12,000 7,114 3 $299 $897 -$11,103
Interest 13000
16,758
17 $299 $5,083 -$7917
Desire 25000 50,000 150 $299 $44,850 $19,850
Total 50000 73,872 170 $50,830 $830

Work Showcase
● Social: Blog and social posts
● Facebook Ads: Facebook Ad Images and Results
● SEO Audit: Audit and Recommendations
● SEM: Ads, Keywords, Recommendations
● Display: Campaign Results, Recommendations
● Email: Email Plan, Test Message, Recommendations

Betting on a Better Balance [Blog]
Need a new plan?
Monday morning found me once again in a rush out the door, my favorite black
handled thermos of hot coffee in hand. I uttered a few creative, yet un-repeatable
phrases, describing the driver of a white Minivan who narrowly missed my front
right bumper seconds before the exit leading to the freeway parking lot.
Adrenaline and Cortisol flowed as my foot drove into the brake pedal and I
counted out a few shaky breaths in an attempt to slow my racing pulse, when I
noticed the coffee stain spreading down my shirt (sigh). I had been on staff for
over two years, and had of late been accumulating the added tasks of a co-worker
who resigned. With the role remaining unfilled and no raise or promotion on my
horizon, I was withering away trying to grow in rocky soil. I knew that after my
hectic work day, I’d lose a little more of my life in the long return commute,
arriving home exhausted; hobbies, social time, and attention to healthy habits set
aside until the maddeningly short weekend. I needed a new plan.
Photo: Courtesy of Pixabay Free Images

I was primed and ready for a change when my husband showed
me Udacity’s web page and said he thought maybe I should look
at the Full Stack Nanodegree Program. I liked what I saw, and it
felt empowering. Could this be the opportunity I’d been looking
for? What if I could be location independent, improve my work/life
balance, and have an open door for continuous improvement ? A
vision of the brilliant sun reflecting off cool water flashed in my
mind: me in my sleek blue kayak, sliding by wading birds while my
husband tried to keep pace. But since I didn’t have a programming
background, there were prerequisites to complete before
considering the Nanodegree, which would take me almost two
years to complete while working full time. No matter. My kayak
could remain in her pulley harness a little longer.

While I was taking the Intro to Programming course, I mentioned the
program to a family member who has his own business developing
websites. At his request, I forwarded the site link to him for
his opinion. After looking over the programs, he became excited about
the Digital Marketing Nanodegree because it was what he felt his
business needed most. His enthusiasm and perspective convinced me
to give it a closer look, and I’m so very glad I did.

Now I’m excited about the opportunity to learn digital marketing because I will
get to exercise both my creative and my analytical sides. Digital marketing skills
are needed in almost all businesses, in a variety of settings, and can even be
location independent. I’m excited about Udacity’s Digital Marketing Degree
because it can be completed in three months and is entirely online. It gives
both a rounded view of marketing as well as practical hands-on projects I can
show off to potential employers, and when I need help, I have access to student
forums, a slack community, and even a mentor. It has given me hope for the
coming new year for growth, opportunity, and the kind of positive lifestyle
changes I’ve been looking for. Now when I see that beautiful blue kayak in my
mind’s eye, I can’t help but grin, with an occasional accompanying fist pump.
Need a new plan?

Summary
○ Social media platform 1: Facebook I chose Facebook because it is one of the most popular social media platforms for
the age (35 years old) of my target persona.
○ Social media platform 2: Twitter I think Twitter would be a good option because it’s personal, succinct, and I believe
my target persona would be using twitter as a job seeker.
● Social media platform 3: LinkedIn I chose LinkedIn because my target persona is looking for a way to gain new skills
for a career change.
My original Ads below were based on a different blog. The updated blog above includes new copy, imagery, and titles. In
retrospect, I would use the updated titles to catch potential student’s attention: Need a New Plan? ; Build a Better Balance.

Platform 3
and Post
Betting on a Better Balance [Blog] - see full post above

Project 3: Run a Facebook Campaign
Part One

Campaign Approach
I am working on Marketing Challenge #1:
DMND Program.
The goal of this program is to attract
potential students to download the free
Social Media Advertising Guide ebook.

Copy your Target Persona from your last project and make any
updates/changes, based on learning from that project.

Marketing Objective
With this campaign, I want to attract future students for the Digital Marketing Nanodegree Program. My
objective is to collect at least 20 email addresses of potential students, by offering a free eBook – a Social Media
Advertising Guide – in exchange for an email address. With a budget of $125, I plan to run 3
Facebook/Instagram Ads from 1 Ad Set out of 1 Campaign from 11am on Saturday, December 11th, 2017
through 11am on Tuesday, December 14th, 2017. For the purpose of the project, assume costs of $0 for the
eBook and a conversion value (revenue) of $15 per collected email address.

KPI
My primary KPI is the number of email addresses collected (conversions)
from my Facebook/Instagram Ads Campaign from 11am December 11,
2017 - 11am December 14, 2017. By collecting at least 20 email addresses
my ROI will be more than doubled.

Campaign Overview Directions
1. Campaign Summary
2. Ad Summary
3. Ad Images

Project 3: Run a Facebook Campaign
CAMPAIGN EVALUATION

Campaign Summary
I targeted English speaking women in the United States from age 33 to 43
who are college graduates and have an interest in job hunting, new
careers, work-life balance, digital marketing, or social media.

Most Popular
Ad Creative
and Ad Copy -
Image 2

2nd Most Popular
Ad Creative
and Ad Copy -
Image 3

Least Popular
Ad Creative
and Ad Copy -
Image 1

Campaign Evaluation
I believe that my campaign was very successful even though I didn’t quite
reach my marketing objective of 20 email addresses. My campaign resulted in
18 email addresses from people interested in having the digital marketing
ebook. Each email address had an estimated value of $15 per book for a total
estimated profit of $270. Less the $125 spent on the campaign, I was left with
$145 profit, just shy of doubling my Return On Investment (ROI). My Cost Per
Result at $6.94 per ebook means my campaign came in well under the
break-even point of $15 per ebook.

Campaign Evaluation
If I had additional budget, I would do some A/B testing to determine the best
ad copy. I would also test other demographics such as age range, gender, and
interests for optimization.

Appendix
Screenshots for Reference

Campaign Results: Demographics

Search Engine Optimization
(SEO) Audit

Keywords
Moz Keyword Explorer Tool
Head Keywords Tail Keywords
1 Udacity Digital Marketing How to start a career in digital marketing
2 Digital Marketing Why digital marketing as a career
3 Udacity Digital Marketing
Courses
Digital Marketing Career Prospects
4 Social Media Marketing Remote online marketing jobs
5 Udacity Digital Marketing
Nanodegree
Types of digital marketing jobs

Keyword with the Greatest Potential
Which Head Keyword has the greatest potential?
Digital Marketing
● Priority Ranking: 58
● Organic CTR: 50%
Which Tail Keyword has the greatest potential?
Types of Digital Marketing Jobs
Remote Online Marketing Jobs
Both had the same ranking for:
● Priority Ranking: 42
● Organic CTR: 100%

Technical Audit: Metadata
DMND URL: http://dmnd.udacity.com
Current Revision
Title Tag Udacity Digital Marketing
Nanodegree Program
No revision recommended
Meta-Description Blank Become a Digital Marketer. Gain real world
experience, learn from top experts, and launch
your career with a 360 degree understanding of
Digital Marketing.
Alt-Tag
http://v.fastcdn.co/t/beb
60d38/d41f13af/149694
3484-13815763-960x480
-medium.jpg
Blank Two people discussing digital marketing and
looking at a tablet

Current Revision
Alt-Tag
http://v.fastcdn.co/t/beb6
0d38/d41f13af/14969434
85-13718463-189x64-hori
zontal-primary-b.png
Blank Digital Marketing Nanodegree Program Logo
Alt-Tag
0d38/d41f13af/14969434
91-13720038-892x44-logo
spartners.png
Blank Partners’ Logos - facebook, Google, Hootsuite,
HubSpot, MailChimp, MOZ

Current Revision
Alt-Tag
0d38/d41f13af/14969434
83-13814963-862x403-im
age-digital-market.png
Blank Laptop displaying Udacity’s online classroom
Alt-Tag
0d38/d41f13af/14969435
01-13815588-415x345-fea
tures1.png
Blank Udacity trainer giving a lesson

Current Revision
Alt-Tag
0d38/d41f13af/14969435
12-13834748-383x305-fea
tures-02.png
Blank Laptop displaying Udacity’s online classroom
Alt-Tag
0d38/d41f13af/14969435
09-13815378-203x169x28
5x204x6x11-70B-box.png
Blank $70B spent on digital marketing in U.S.

Suggested Blog Topics
Topic 1 - Types of Digital Marketing Jobs
I chose this topic because Moz Keyword Tool ranked it with 100% Organic CTR.
Though the volume is very low, the difficulty and CTR make it an attractive
choice.
I would focus this blog post on different types of digital marketing jobs and
how Udacity’s Digital Marketing Nanodegree covers the full range of digital
marketing specialities.
Target audience:
● Between 25 - 45 yrs,
● Post Secondary Education
● Career Changer
● Interests: Friends/Social
Stage of Cust Journey: Awareness

Topic 2 - Remote Online Marketing Jobs
I chose this topic because the Moz Keyword Tool also ranked it with 100%
Organic CTR. Though the volume is very low, the difficulty and CTR make it an
attractive choice.
I would focus this blog post on how digital marketing lends itself well to
working remotely and how Udacity’s Digital Marketing Nanodegree is done
completely online offering real-world projects.
Target audience:
● Between 25 - 45 yrs
● Career Changer
● Interests: Travel, Work/Life balance
Stage of Cust Journey: Interest

Topic 3 - Udacity Digital Marketing Courses
I chose this topic because the Moz Keyword Tool a 94% Organic CTR, and a
relatively low difficulty ranking at 51. Though the volume is still fairly low, it
might provide an untapped opportunity.
I would focus this blog post on describing Udacity’s digital marketing courses
and Nanodegree, how Udacity’s Digital Marketing Courses are different from
the competition, and why a potential student should choose Udacity to learn
digital marketing.
Target audience:
● Between 25 - 45 yrs
● Career Changer
● Interests: Travel, Work/Life
balance, Friends/Social, New Skills
Stage of Cust Journey: Desire

Technical Audit: Backlink Audit
Moz OpenSite Explorer - Udacity.com
Backlink Domain Authority (DA)
1 http://www.dudley.gov.uk/resident/librar
ies-archives/libraries/information-service
s/online-learning-courses/
100
2 http://www.nytimes.com/2012/11/04/ed
ucation/edlife/massive-open-online-cour
ses-are-multiplying-at-a-rapid-pace.html
100
3 http://www.bbc.com/news/business-390
49889
100

Link-Building
SEMRush Tool
Site Name Site URL Organic Search Traffic
1 Marketing Land https://marketingland.com/ 79.6K
2 Entrepreneur https://www.entrepreneur.com/ 3.2M
3 Social Media Today https://www.socialmediatoday.com/ 63.9K

Page Index
Pingler tool - www.dmnd.udacity.com
Pingler returns N/A for # of Google Indexed Pages, so that means that this page is not indexed
by Google.
If a site is indexed, it can be ranked and more easily found by users.

Page Speed
Google Page Speed Insights tool - speed test of dmnd.udacity.com’s mobile presence.
Page speeds are important because people use and click through on faster pages. If a page speed is
too slow, users will likely abandon it. Also, Google uses page speed, among other criteria, to
determine ranking. Evaluating page speed is important to improve search engine optimization.

Mobile-Friendly Evaluation
Think with Google tool
Having mobile optimized is important because more and more people are using their mobile devices
to access websites. If mobile is optimized, it will help to ensure your site is seen and used by more
people.
According to Think with Google, “most sites lose half their visitors while loading”
(https://testmysite.thinkwithgoogle.com/)

Recommendations
http://dmnd.udacity.com
The page's meta-description and alt tags for images are currently blank. My
first recommendation is to include a description for the meta-description so
users and web crawlers know what the page is about. I also recommend
adding descriptions for alt-tags to make page images, and thereby the page,
more easily found and indexed by web crawlers.

Recommendations
My second recommendation is to consider using a mix of keywords (branded,
non-branded, head and tail). One way to do this is to include blog posts about
topics surrounding tail keywords, such as "types of digital marketing jobs",
which will hopefully help to drive more traffic to the site.

Recommendations
Google's Page Speed Insights tool ranked http://dmnd.udacity.com "poor" for
mobile devices. Increasing numbers of people are using mobile devices to
search the web, and if page speed is too slow, users will likely abandon it. Also,
Google uses page speed, among other criteria, to determine ranking, so
improving page speed will improve search engine optimization. This can be
done by utilizing the tool's suggestions, such as optimizing images, leveraging
browser caching, and enabling compression.

Recommendations
My final recommendation is to make sure http://dmnd.udacity.com is indexed
by Google. Only indexed pages can be retrieved and displayed in the Search
Engine Results Page (SERP), so in order for this site to be found by users, it has
to be indexed. One way to possibly speed up this process and make web
crawlers aware of the site is to submit the url to Google's Search Console.
Additionally, if this is not a stand-alone site, it could be included in Udacity's
sitemap.

Campaign Overview
Project 5: Run an AdWords Campaign (Part 1)

Campaign Approach
Description, Marketing Objective & KPI

Approach Description
I have been assigned to reach potential students in India for Udacity’s Visualizing Algebra course. I
created an AdWords search campaign, with 2 Ad Groups, that will run for 5 days with a daily budget of
$10. One will target those in the awareness stage, and the other will target people in the interest
stage. For the Awareness Ad Group, I chose keywords to interest people looking to see what
information is available for algebra, math, or business. For the Interest Ad Group, I chose keywords to
interest people who are looking for online courses in business. I utilized the Keyword Planner to help
me expand my keyword lists. My Ad Copy for the Awareness Ad Group focuses more on the algebra
course; whereas my ad copy for the Interest Ad Group is focused on how this class can be a first step
toward a new career.

Marketing Objective & KPI
The marketing objective I aim to achieve with my campaign is to achieve a 5%
CTR in 5 days for each Ad Group: Awareness Ad Group & Interest Ad Group.
My primary KPI will be CTR.

Ad Group #1 - Awareness: Ads & Keyword List
Keyword List:
online training business
learn business analysis online free
college algebra for business
algebra for business
learn math
learn algebra
algebra websites
first step towards a new career
how to do algebra
algebra formulas
algebra questions
online algebra class
college algebra made easy
business mathematics
how to do algebra
business math
commercial mathematics
what is algebra
application of algebra
mathjobs

Ad Group #2 - Interest: Ads & Keyword List
Keyword List:
online algebra course
visualizing algebra
business analyst course
free algebra course
algebra courses online
Udacity Visualizing Algebra
Udacity business analyst nanodegree program
business analyst program
Udemy Algebra Courses
Top Algebra Courses online
online business courses
business degree
big data science course
Udacity big data course
business analyst jobs
financial analyst jobs
business analyst career
online business degree
business school
business jobs

Campaign Evaluation
Project 5: Run an AdWords Campaign (Part 2)

Marketing Objective & KPI
The marketing objective I aim to achieve with my campaign is to achieve a 5%
CTR in 5 days without exceeding the $3 maximum bid for each Ad Group:
Awareness Ad Group & Interest Ad Group. My primary KPI will be CTR.

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
Visual Algebra
Course - India -
Awareness
$3 1144 69 6.03% $0.40 N/A N/A N/A $27.81
Visual Algebra
Course - India -
Interest
$3 1814 29 1.6% $1.12 N/A N/A N/A $32.59
Total 2958 98 3.31% $0.62 N/A N/A N/A $60.40

Key Campaign Results (Ads)
Ad Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Ad Group: Visual Algebra
Course - India - Interest
Ad: Free Online Course
Visualizing Algebra
9 1.26% $1.19 N/A N/A N/A
Ad Group:Visual Algebra
Course- India - Awareness
Ad: Visualizing Algebra Course
Intermediate College Algebra
41 5.68% $0.41 N/A N/A N/A
Ad Group:Visual Algebra
Course- India - Awareness
Ad: Visualizing Algebra
Free Online Intermediate Class
28 6.64% $0.40 N/A N/A N/A
Ad Group: Visual Algebra
Course - India - Interest
Ad: Visualizing Algebra
Join the path the greatness
20 1.82% $1.09 N/A N/A N/A

Key Campaign Results (Keywords)
My marketing objective was to achieve a 5% CTR for each Ad Group within the 5 days the
campaign ran. While there were 2 keywords with 100% CTR, I didn’t choose them because they
only had 1 click.
Keyword Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Algebra Questions 14 10.94% $0.48 N/A N/A N/A
Algebra Formulas 20 8.89% $0.26 N/A N/A N/A
What Is Algebra 3 8.33% $0.19 N/A N/A N/A

Campaign Evaluation: Overall & Ad Groups
● My overall campaign resulted in a positive ROI because the overall CPC of $0.62 was well below
the $3 maximum bid. Both Ad Group 1 and Ad Group 2 returned a positive ROI, with Ad Group 1
receiving an Average CPC of $0.40, and Ad Group 2 receiving an Average CPC of $1.12.
● Given that my Marketing Objective was to achieve a 5% CTR without exceeding the $3 maximum
bid for each Ad Group within the 5 days the campaign ran, I conclude that my campaign was
partially successful. I was able to achieve a 6.03% CTR for Ad Group 1 - Awareness, but only 1.6%
CTR for Ad Group 2 - Interest. Ad Group 1 far outperformed Ad Group 2 and cost much less to
run.

Campaign Evaluation: Ads
Of the 4 Ads, Visualizing Algebra, Free Online Intermediate Class had the highest CTR (6.64%) and
lowest CPC ($0.40), although Visualizing Algebra Course, Intermediate College Algebra wasn’t far behind:
CTR (5.68%) and CPC ($0.41). Perhaps the word “free” induced more interest and was the reason for
the higher CTR. Both of these ads were in Ad Group 1 - Awareness. In the Ad Group 2 - Interest Ads,
the Ad with “free” in the title didn’t perform as well. Perhaps those in the Awareness Stage are more
enticed by free courses, but doesn’t sway those in the Interest stage.

Campaign Evaluation: Keywords
● The following keywords led to the highest click through rates (omitting 100% click through for only 1
impression): algebra questions (CTR 10.94%/CPC $0.48), algebra formulas (CTR 8.89%/CPC $0.26),
what is algebra (CTR 8.33%/CPC $0.19). All of the top performing keywords were from the
Awareness Ad Group.
● The keywords that performed the best in the Awareness Ad Group were focused around basic
algebra questions and not algebra classes: algebra questions, algebra formulas, what is algebra.
● The keywords that performed the best in the Interest Ad Group were focused around business:
business school (CTR .88%/CPC $1.98), business jobs (CTR 1.85%/CPC $0.91), business degree
(CTR 3.61%/CPC $1.24).
● Branded keywords for Udacity and competitors did not do well. This would lead me to believe
that these brands are not well known in India.

Recommendations for future campaigns
If I had additional budget, I would recommend the following:
● I would pause any keywords that did not receive any clicks.
● In the Awareness Ad Group and the Interest Ad Group, I would search for and add keyword
suggestions based on my top performing keywords.
● I would pause the lowest performing Ad in the Interest Ad Group.
● I would choose my top performing Ad for my Interest Ad Group and run an A/B Test against an
ad with copy related to my suppositions about this group’s interest in business. I would
continue with A/B Testing until I have a better CTR for this group.
● I believe adding branded keywords for the top online business schools in India would return
valuable information.

Keywords: Sorted by CTR (Highest to Lowest)

Evaluate a Display Advertising
Campaign

Project 6: Evaluate a Display Ad Campaign

Assumptions
Marketing Objective: The advertising campaign ran with the goal of signing
up students for the Digital Marketing Nanodegree
Cost: The cost of the degree is $999
Profit: We assumed a profit margin of 30%, meaning that Udacity makes $299
in profit per student that signs up.
Campaigns: Udacity wants to aggressively grow the program, but without
losing money. We ran two different advertising campaigns. One was a display
advertising campaign, one a video advertising campaign.

Formulas:
Conversion Assumption: 0.2% Conversion via Landing page
Calculating #of Sign Ups: Clicks to the landing page *0.002 = # of Student
Sign Ups
Note: Rounded to the nearest whole number
CPA: Cost of Campaign/# sign ups = CPA
Note: Rounded to the nearest cent
ROI: [(299 Profit) - CPA] * # of Student Sign Ups = ROI

Part 1: Evaluate a Display Image
Campaign

Display Image Campaign: Overall Results

Results:
Key Results include a good CTR of .7% and a low CPC at $0.44. The campaign
returned a positive ROI of $323.48.
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1973 282,066 .70% $0.44
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$$$872.51$ 0.2% 4 $2$218.1318 $323.48

Display Image Campaign: Ad Results
A
B
Review the Ad results below of Creative A and B for Display Image Campaign

Creative A Outperformed Creative B
Creative A had a much higher # of clicks and a higher CTR which resulted in
more students. We didn’t spend more than we made on either creative, so
both campaigns had a positive ROI, but Creative A’s ROI was close to doubling
that of Creative B because of the higher # of students signed up for the class.
Creative Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on
Rate
# of New
Students
CPA ROI +/-
Creative - A 1531 216,199 .71% $0.45 $686.27
.2%
3 $228.76 $210.72
Creative - B 442 65,867 .67% $0.42 $186.24
.2%
1 $186.24 $112.76

Display Image Campaign: Keywords

Keyword Clicks Impressions CTR Avg CPC Cost
1 Digital Media Online
Course
1 25 4.00% 1.64 1.64
2 Marketing Online 236 20750 1.14% .5 118.64
3 Marketing Courses 19 1999 0.95% .27 5.14
4 Digital Marketing Training 57 8224 0.69% .54 30.75
5 Online Marketing Course 226 38259 0.59% .28 63
Top 5 Keywords

Recommendations on Campaign Optimization
Suggestion 1:
I would recommend A/B testing to optimize Ad Copy using Creative A.
Suggestion 2:
I would suggest pausing the 6 keywords that didn’t receive an impression as
it’s possible the search volume is too low or the competition is too high for
those keywords.

Suggestion 3:
I would recommend expanding the keyword list by using the remaining 7
keywords to search for related keywords within the campaign or in the
Keyword Planner to optimize for more relevant keywords.
Suggestion 4:
We may also want to pause the keyword Marketing Online even though it has a
great CTR because it looks like the competition may be driving the price too
high.

Part 2: Evaluate a Display Video
Campaign

Display Video Campaign: Overall Results

Results:
Key Results include an excellent CTR of 1.20% and a low CPC at $0.44. The
campaign returned a positive ROI of $370.40.
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1892 157,517 1.20% $0.44
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$$825.611$ 0.2% 4 $$206.40 $370.40

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

Video B outperformed Video A
Video B had considerably more clicks and a better CTR which resulted in more
students. We almost spent more than we made on Video A, but Video B’s ROI
was superb, coming in at $361.59.
Creative Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on
Rate
# New
Student
CPA ROI +/-
Campaign A 453 54,312 0.83% $0.64 $290.21
.2%
1 $290.21 $8.79
Campaign B 1439 103,205 1.39% $0.37 $535.40
.2%
3 $178.47 $361.59

Display Video Campaign: Keywords
This is an excerpt of the keyword list, the full list is here
The full keyword list had 934 keywords. The keyword list below excludes
keywords with less than 10 clicks and is sorted from lowest average CPC.

Key Campaign Results (Keywords)
The following keywords were the top 5 performing keywords from the list:
● social media marketing (received 30 clicks at no cost)
● ad advertisement (CTR 2.11%, low CPC $0.17, received 510 clicks)
● digital learning courses (CPC / CTR were close, but there were more clicks for this than learn
facebook advertising)
● online marketing video (2nd highest # of clicks at 495 & CPC/CTR still not bad)
● course digital marketing (there were several that were close in clicks/CPC/CTR, but this was best
of the rest)
The best performing keyword from the results was ad advertisement. Not only
did it have the highest # of clicks out of all the keywords, but it also had the
2nd lowest CPC ($0.17) and CTR (2.11%) far outperforming the others.

Keyword Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on Rate
CPA
# New
Students
ROI +/-
Social media
marketing
30 5579 0.54% $0.00 $24.00
.2% 0 0 0
Ad
advertisement
510 24172 2.11% $0.17 $85.58
.2% $85.58 1 $213.42
Digital
learning
courses
207 14198 1.46% $0.31 $64.99
.2% 0 0 0
Online
marketing
video
495 42440 1.17% $0.51 $253.23
.2% $253.23 1 $45.77
Course digital
marketing
106 8726 1.21% $0.43 $45.50
.2% 0 0 0

Suggestion 1:
I would recommend pausing the shorter keyword list. I would also
recommend using the long keyword list, but pausing keywords with less than
10 clicks.
Suggestion 2:
I would recommend pausing any keywords that have a high CPC and
expanding the remaining keywords with keywords that are most like the
keywords that performed well.

Suggestion 3:
I would recommend A/B Testing a different short video using the same
keyword list.

Part 3: Results, Analysis and
Recommendations

Recommendations for future campaigns
● My keyword and A/B Testing recommendation are listed in my analysis
above under the Display and Video Campaigns.
● We may want to consider running a campaign using affinity audiences
targeting since this tends to work well for gaining brand awareness.
● We may also want to try running a campaign using topics for contextual
targeting rather than keywords to see if there is a better response.

Email Part 1
Plan Your Email Content

Email Content:
Email Content Plan
Email Topic Marketing Objective KPI
Email #1
How to start a new
career this year
Engagement Number of Opens
Email #2
Gain Skills to become
a Digital Marketer in 3
months
Engagement Number of Opens
Email #3
Enroll now to start
your new career
Conversion Number of
Conversions

Email #1
Email Content Plan
Subject Line Body Summary Visual CTA Link
Want a new
career?
● Run live campaigns
● Learn from top experts
● 360 degree understanding
of digital marketing
Man and
woman looking
at a tablet
while
conversing
Learn More
http://dmnd.ud
acity.com/

Email #2
Email Content Plan
Marketing Objective Subject Line CTA
Engagement
Gain Skills to become a
Digital Marketer in 3
months
Learn More

Email #3
Email Content Plan
Marketing Objective Subject Line CTA
Conversion
Enroll now and be on
your way to a new career
Enroll Now

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

Email Copy: Email #1
Subject Line: Want a new career |NAME|?
Body: Udacity can help you start a new career in Digital Marketing!
With Udacity's Digital Marketing Courses you will:
● Run live campaigns
● Learn from top experts
● Gain a 360 degree understanding of Digital Marketing
CTA: LEARN MORE
Link for CTA: http://dmnd.udacity.com/

Email Screenshot: Email #1 (Subject, Pre-header, Header)

Email Screenshot: Email #1 (Top)

Email Screenshot: Email #1 (Middle)

Email Screenshot: Email #1 (Bottom)

A/B Testing Email
A/B testing is an important tool for improving Open Rates, Click Through Rates (CTR), and Conversion
Rates. I would test the subject lines and CTA buttons separately.
I would start with a random sample, large enough to be statistically significant, of people in my email
list. One group would receive Email #1 with my original subject line, and then a separate group
would receive Email #1 with my new subject line below. One day would be sufficient for testing and
one day for analysis. I would update Email #1 with the best performing subject line, and then run the
same test using 2 new random groups of people, only this time changing the CTA.
A/B Testing
Subject Line CTA
Email #1 New Year, New Career! GET STARTED

Calculation Formulas
Open Rate =
# of emails opened/(# of emails successfully delivered)
Click through Rate =
# of clicks on CTA /(# of emails successfully delivered)
Overall Conversion Rate =
# of actions taken/(# of emails successfully delivered)

Results Email #1
Results and Analysis
Sent Delivered Opened Opened Rate Bounced
2500 2250 495 22% 225

Results Continued Email #1
Results and Analysis
Clicked CTR Take Action Conversion Unsubscribed
180 8% 75 3% 30
It’s illegal to send spam in the U.S., and according to CAN-SPAM (anti-spam legislation), failing to remove a
subscriber from your list after they’ve unsubscribed can result in heavy fines. Outside legislation, if you’re
flagged as sending spam, your ISP could end service, your website could be shut down, or your mail service
may blacklist and refuse to send your messages. Regardless of legislation, it’s best practice to comply with
your customer’s request. If not, you could annoy and thereby lose customers and develop a poor reputation.
Though MailChimp, the service used in this campaign, automatically removes unsubscribed emails, it’s
worth noting and following through if you’re campaigning via another service or on your own.

Final Recommendations
I would continue to keep my emails clear, simple, and concise. I would choose
different templates, images, and copy based on A/B Test Results. Lastly, I
would choose Udacity’s Digital Marketing “Enroll Now” landing page for Email
#3 since my marketing objective is conversion.

Udacity Portfolio: Building a Marketing Strategy

Udacity Portfolio: Building a Marketing Strategy

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