The student ran a Facebook advertising campaign with a budget of 1200 INR to drive traffic to an Upgrad blog post about what software developers do. The campaign reached 14,175 people and received 220 clicks, spending the full 1200 INR budget. Key performance indicators like click-through rate, cost per click, cost per landing page view, and the ratio of landing page views to clicks would be used to analyze ad performance. While the full budget was used, the campaign was not very successful in terms of driving clicks. The student suggests optimizing the targeting parameters to focus more on groups relevant to the article topic, changing the age range targeting, using a more clickable headline, and choosing a better image to depict the target audience.
Facebook Campaign Increases Blog Traffic with 1200 Budget
1. Social media live project
submission
Facebook Campaign
Student ID: 277720
2. Campaign Problem Statement
Problem statement : Increase quality traffic on UpGrad’s blog.
Blog topic and link: What does a software Developer do?
Budget provided: 1200/-
Objective: Get quality traffic on a specific Upgrad blog’s landing page.
UpGrad’s TG: Working professionals in early stages of their career , living in major cities
of India.
Slide 1
3. Explain the targeting parameters
{Identify the targeting parameters you’d select to amplify your blog Give reasons for
the same.}
Targeting parameters:
1. Age Range : 21-45 as 21-30 is the age when people are in early stages of their career. 30-45 as I noticed a chunk of students in
the my upgrad’s batch of this age.
2. Location : Bangalore has a lot of tech jobs as well as tech products. This makes the subject of my blog attractive to a major
chunk of crowd in Bangalore.
3. Interests : Computer science as field of study as the article will be a hook point for them to explore more upgrad’s courses.
Other fields such as Business development, Data science and digital marketing are chosen as I assumed that a lot of people in
other departments would be curious and may wish to break silos. Also, these people would be relevant audience as Upgrad
has courses catering to their needs.
4. Any other relevant targeting parameters : NA
Slide 2
4. Campaign summary screenshot-1
{Submit screenshots of the campaign order summary for your ad. This should be submitted in 2 slides - screenshot of Ad Set (slide
3/current slide) with Targeting parameters and bidding strategy and the screenshot of actual ad (slide 4/next slide) with image,
headline, text and CTA.}
Targeting Parameters.
Slide 3
7. Campaign result screenshot- Performance
{Share the performance screenshot, we have attached a sample screenshot for your
reference}
Slide 5
8. Campaign result screenshot- Demographics
{Share the demographics screenshot,we have attached a sample screenshot for your
reference}
Slide 6
9. Summary
Write a short summary covering following points (Word limit- 150 words):
a) Campaign results:
○ Number of clicks : 220
○ Reach : 14175
○ Amount spent : 1200/-
b) What KPIs will you use to analyze the ad performance : Click through rate ,cost per click, cost per landing page view and
ratio of landing page views to no. of clicks.
c) Was the campaign a success or not? : Not really. It could have been better in terms of ad image and headline so as to get
more clicks. Also, the targeting could have been a bit more narrower.
d) Justify the buying method you used (CPC,CPM or CPA) : CPC under Auction buying. CPC is chosen to get quality traffic on a
Upgrad’s blog page : “What does a software developer do?” and to only pay for clicks.
e) Based on the results obtained, suggest some targeting optimizations that you would perform (at least 2) : 1) Change
detailed targeting parameters to focus on target groups relevant to the article and 2)Focus on age range from 21-40 instead
of 40-45.
f) Based on the results obtained, suggest some creative optimizations that you would perform (at least 2) : 1)Choose a more
clickable headline and 2)a better image which depicts my target group.
Slide 7
