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# Project 6 Evaluate a Display Campaign

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# Project 6 Evaluate a Display Campaign

Display advertising was the first form of advertising on the web. It's still a powerful marketing tool, strengthened by new platforms like mobile, new video opportunities, and enhanced targeting. Display advertising is bought and sold (including in a programmatic environment), and how to set up a display advertising campaign using Google’s AdWords

Display advertising was the first form of advertising on the web. It's still a powerful marketing tool, strengthened by new platforms like mobile, new video opportunities, and enhanced targeting. Display advertising is bought and sold (including in a programmatic environment), and how to set up a display advertising campaign using Google’s AdWords

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### Project 6 Evaluate a Display Campaign

1. 1. Assumptions Marketing Objective: You are running an advertising campaign with the goal of signing up students for the Digital Marketing Nanodegree Cost: The cost of the degree is \$999 Profit: For the purpose of this assignment, 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. We ran two different advertising campaigns. One was a display advertising campaign, one a video advertising campaign.
2. 2. 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: Please round to the nearest whole number CPA: Cost of Campaign/# sign ups = CPA Note: Please round to the nearest cent ROI: [(299 Profit) - CPA] * # of Student Sign Ups = ROI
3. 3. Part 1 Evaluate a Display Image Campaign
4. 4. Display Image Campaign: Overall Results Find below the overall results of the Display Image Campaign targeting the Affinity Audience. The Affinity Audience consisted of Business Professionals Social Media Enthusiasts.
5. 5. Results: Calculate the ROI 1. Present the results of the overall campaign by completing the table below. 2. Highlight Key Results 3. What was the overall ROI of the campaign? Was it Positive or Negative? 75 –The ROI is positive because the cost (CPA) is lower than the profit (\$299) Creative Clicks Impressions CTR Avg CPC Campaign Results 1243 200957 0.62% \$0.36 Cost Conversion Rate # New Students CPA ROI +/- \$\$448.95 0.2% 2 224 75
6. 6. 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: A/B testing: 1. Learn the tools for Success 2. Invest in your future Suggestion 2: Instead of keeping it as career, make it important for Business owners. ‘Grow your Business’ Suggestion 3: Instead of Become a Digital Marketer (Not all engineers and MBA’s like the idea of becoming a Digital Marketer. We can target a different age group and audience by changing this.) Open Doors to a new world of Jobs. (Target audience, people already having few years experience and at senior positions, looking for Job change, career change, growth, and not interested in starting their career fresh)
7. 7. Part 2 Evaluate a Display Image Campaign
8. 8. Display Image Campaign: Site Targeting Find below the overall results of the Display Image Campaign targeting placements (site targeting). This audience consists of the Digital Marketing partners’ landing pages.
9. 9. Results: Calculate the ROI 1. Present the results of the overall campaign by completing the table below. 2. What was the overall ROI of the campaign? Was it Positive or Negative? 67 – Positive because the Profit is more than the CPA. Creative Clicks Impressions CTR Avg CPC Campaign Results 407 67,833 0.6% 0.57 Cost Conversion Rate # New Students CPA ROI +/- \$231.99 0.2% 1 232 67
10. 10. 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 etc…) Suggestion 1: A/B Testing: 1.With the word Graduating & 2. Without the word graduating Suggestion 2: Target Market can even be for High school kids in school during summer break Suggestion 3: Instead of Launch your New Career Launch yourself (Thats what this generation wants, to start new youtube channels, launch their person merch etc)
11. 11. Part 3 Evaluate a Display Image Campaign
12. 12. Display Image Campaign: Overall Results Review below the overall results of the Display Image Campaign targeting visitors to the Digital Marketing Nanodegree Program landing page
13. 13. Results: Calculate the ROI 1. Present the results of the overall campaign by completing the table below. 2. What was the overall ROI of the campaign? Was it Positive or Negative? 166 - Positive Creative Clicks Impressions CTR Avg CPC Campaign Results 670 109,994 0.61% 0.35% Cost Conversion Rate # New Students CPA ROI +/- \$234.5 0.002 1 235 64
14. 14. 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, adding or changes to targeting, etc…) Suggestion 1: A/B Testing 1. Become a Digital Marketer 2. Open the doors to a great career Suggestion 2: Change the Display Image to something more futurist like a robot or AI. Suggestion 3: Change the target audience
15. 15. Part 4 Results, Analysis, and Recommendations
16. 16. Which campaign performed the best? Why? Considering the 3 campaigns below, state which one had the best performance and why. The first one had the best performance as it has the max ROI.