A short presentation of my marketing strategy in digital world.

1. Building a Marketing Strategy
DIGITAL MARKETING Portfolio

2. 1.Customer Journey Based Marketing Plan

4. What: your offer

5. Option 1: 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.

6. Marketing Objective: DMND
The marketing objective for the campaign is to promote Digital Marketing Nanodegree
Program, build awarness of the program and achive the goal of signing up students to
the DMND Program in one quarter with the budget of $50 000.

7. Who Are Our Customers

9. Target Persona
Target Persona
Background & Demographics
1. Male, 32 years old
2. Single, lives alone
3. Full-time employee
4. Master’s degree
5. Work in a large corporation but
from the 5 years without
promotion
Hobbies
1. Meet with friend and family
2. Movies/tv
3. Outdoo activities
Barriers
1. Doesn’t have time/ discipline
needed to dedicate time to the
course
2. Lack of motivation to complete
the project
3. A poor feedback –fears that
instructor will be computer no
a real expert
Needs
1. Interaction with other
people/networking
2. Simple, concrete news
3. To keep up to date with all
new trends and innovation
4. Profesional support from
reputable company
Goals
1. Career change in close future
2. Increment in salary
3. Improve skills which are
requaried in his job and get a
promotion
ADAM

11. Phases of the Customer Journey

12. 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
•Key product
benefits
•Key product
differentiator
•Key product
benefits
•Reason to buy
now/promotion
•Convincing call
to action
•Implicit
smooth path
purchase
•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
•Organic social
media
•Social media
adv.
•Search
•Re-targeted
dispaly and
•Search
•Re-targeted
ads
•Organic social
media
•Email
marketing
•Emaill
•Organic social
media
•Email
•Organic social
media

13. 2. Budget Allocation

14. Digital Marketing Nanodegree
Budget Allocation for Media

15. Awareness: Budget Allocation for Media
Channels
Planned
Spend
Cost Per Click
Number of
Site Visits
Average
Conversion Rate
Total Sales
Facebook $5 000,00 $1.25 4 000 0.05% 2
AdWords
Search
$7 000,00 $1.40 5 000
0.05%
3
Display $0,00 $5.00 0
0.05%
0
Video $0,00 $3.50 0
0.05%
0
Total Spend $12 000,00 Total # Visitors 9 000
Number of new
Students
5

16. Interest: Budget Allocation for Media
Channels
Planned
Spend
Cost Per Click
Number of
Site Visits
Average
Conversion Rate
Total Sales
Facebook $10 000,00 $0.50 20 000 0.1% 20
AdWords
Search
$0,00 $1.50 0
0.1%
0
Display $0,00 $3.00 0
0.1%
0
Video $0,00 $2.75 0
0.1%
0
Total Spend $10 000,00 Total # Visitors 20 000
Number of new
Students
20

17. Desire: Budget Allocation for Media
Channels
Planned
Spend
Cost Per Click
Number of
Site Visits
Average
Conversion Rate
Total Sales
Facebook $17 000,00 $0.30 56 667 0.3% 170
AdWords
Search
$5 000,00
$1.50
3 333
0.3%
10
Display $3 000,00 $3.00 1 000
0.3%
3
Video $3 000,00 $2.75 1 091
0.3%
3
Total Spend $28 000,00 Total # Visitors 62 091
Number of new
Students
186

18. ROI: Budget Allocation for Media
Phase Total Spend
Total
Number of
Site Visits
Total Number
of Sales
Profit Per Sale Total Profit ROI
Awareness $12 000,00 9 000 5 $299 $1 346 -$10 655
Interest $10 000,00 20 000 20 $299 $5 980 -$4 020
Desire $28 000,00 62 091 186 $299 $55 696 $27 696
Total $50 000,00 91 091 211 $63 021 $13 021

19. Additional Channels/Recommendations:
•Facebook Re-targeted Ads
•Email Marketing
•Facebook Display
•Snapchat Marketing
•Influencers
•Twitter Marketing
•You Tube Marketing
•Instagram Marketing

20. 3. Showcase Work

21. Market your Content

22. Source: https://medium.com/@monimoments/true-emotions-and-marketing-match-made-in-heaven-e28f472a7b97

23. Source: https://medium.com/@monimoments/true-emotions-and-marketing-match-made-in-heaven-e28f472a7b97

24. Source: https://medium.com/@monimoments/true-emotions-and-marketing-match-made-in-heaven-e28f472a7b97

26. Run a Facebook Campaign

27. Ad Set Data: Performance

28. Key Results
• The campaign lived for 5 days and had budget $125. The number of people who saw the adverts is
15 513. The results of main KPI is 138 downloaded eBook. The average cost per result (CPR) is
$0,91 and for CPM is $5,25.
• The number of click on ads advert is 167 and it gives 138 of result.
• Other metrics like CTR shows how effective ad was in getting people itrested and gives 0,70% per
impressions.

29. Search Engine Optimization
(SEO) Audit

30. On-Site SEO: Keywords Audit
The greatest potential have words onlinemarketing with a score 70 of priority, 53% of opportunity
and 52difficulty; and social media marketing with a score of 70 in a priority metrics, 53% of
opportunity and 36 points of difficulty.
Also a high level of significanty has word digital marketing because a score of difficulty is quite low
(it’s only 34 points) and concurrently with prioroity 62.

31. Screen shots

32. Screen shots

33. Keywords
Head Keywords Tail Keywords
1 onlinemarketing internet marketing
2 social media marketing Social media marketing facebook
3 digital media digital campaign
4 digital marketing digital marketing agency
5 online marketing online campaign

34. Keyword with the Greatest Potential
Head Keyword - the greatest potential has word onlinemarketing with a score 70 of priority, 53% of
opportunity opportunity and 52difficulty
Tail Keyword- the greatest potenitial has word internet marketing with a score of 58 in a priority
metrics, 36% of opportunity and 42 points of difficulty

35. Technical Audit: Metadata
DMND URL: http://dmnd.udacity.com/
Current Revision
Title Tag Udacity Digital Marketing
Nanodegree Program Website
•create unique title tag
Meta-Description blank •create meta description keywords which
has unique description per page
•summarize the key information per page
Alt-Tag "//v.fastcdn.co/t/beb60d38/d41f13af/1
496943483-13814963-862x403-
image-digital-market.png"
•Add a descriptive caption
•Use a descriptive source

36. Suggested Blog Topics
Topic 1 – How to switch a career path and become digital marketer. A short
explanation that the changes and constantly improving ours skills is necessary and
could brings incredible values in our job career. Keywords for this topic: digita
marketing, content marketing
Topic 2 – Social Media Marketing, SEO, SEM and the rest that consists in digital
marketing. Keywords: social media marketing, onlinemarketing, digtal media
Topic 3 – The best tools which we sholud know to be a perfect digital marketer.
What are the new tools in digital marketing and how to use them, where we could
find the answer. Keywords to this topic : digital marketing, search engine
optimization, search engine marketing

37. Technical Audit: Backlink Audit
Backlink Domain Authority (DA)
1 https://www.theguardian.com/technology/
2012/apr/29/singularity-university-
technology-future-thinkers
97
2 http://www.telegraph.co.uk/education/univ
ersityeducation/9446127/Distance-
learning-The-online-learning-
revolution.html
96
3 https://techcrunch.com/2013/08/28/califor
nias-online-college-pilot-proves-successful-
after-poor-results-in-1st-semester/
95

38. Site Name Site URL Organic Search Traffic
1 Deutsches Institut of
Marketing
https://www.marketinginstitut.biz/ 1.5 k in German
2 The New York Times https://www.nytimes.com/?mcubz=0 63.2 M
3 Reddit- the front page
of the internet
https://www.reddit.com/ 66.2 M
source: semrush.com
Link-Building

39. Page Index
Using by Pringler tool we know that there is n/a any other DMND’s website indexed by Google.
The number of pages indexed shows how many pages Google has indexed for your website. The
number is determined by your content ( quality of the content) and shows where your website should
rank in Google.

40. Page Speed for dmnd.udacity.com
Mobile 58/100 poor
Desktop 71/100 needs work
The Page Speed shows how time it takes to fully load the website and download
the content on a specific page. Page speed is also important to user experience.
If we have a slow page speed it coulds have a negative affect on our conversion.

42. Mobile-Friendly Evaluation
Mobile-friendliness and mobile-optimized are very crucial for the correct operation of the website. Poor
mobile-friendly coould bring poor user experience for the audience.
Most sites lose half of their visitors during the website loading process it self.

46. Recommendations
●Create a meta-description which has a unique description , is well written and super attractive
● Identify websites, writers or blogger with relevant, valuable content and high traffic search and send
backlink to Udacity. Improve the recognition and trust on the international markets.
●Increase quantity of links to the domain dmnd.udacity.com to achieve highest PageRank
●Work on Page Speed on mobile- it gives higher user experience

47. Run an Adwords Campaign

48. Ad Group #1- Android app
Keyword List: android app development android course android development course create android app
android app tutorial android development tutorial android app development tutorial mobile app
development learn android app development android app development online android app development
course android app development software android fundamentals android app development ' android app
programming' +android+programming android course online android online course android app for
beginners make android app

49. Ad Group #2- Java basics
Keyword List: java point tutorial java course java programming online core java tutorial java tutorial java
online course core java java beginners tutorial java tutorial for beginners java programming tutorial java
programming online java tutorial java interview questions best java tutorial javascript tutorial javascript
java tutorial javatpoint "java programming" +java+course +java+programming

50. Key Campaign Results (Campaign & Ad Groups)
Ad Group
Max.
CPC Bid
Impr. Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Cost
Android app $3 2975 143 4.81% $0,55 6 4.20% $13.08 $78.47
Java basics $3 1425 69 4.84% $0,37 5 7.25% $5.10 $25.52
Total 4400 212 4.82% $0.49 11 5.19% $9.45 $103.99
p.s. „Java Basics” achived lover cost per converions because the ratio of clicks and impressions ( 69 to1425) is more
successful than the ratio in Ad „ Android app”.

51. Key Campaign Results (Ads)
Ad Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Ad Group 1, Ad 1 17 2.53% $0.49 1 5.88% $8.32
Ad Group 1, Ad 2 126 5.47% $0.56 5 3.97% $14.03
Ad Group 2, Ad 1 57 4.99% $0.36 3 5.26% $6.93
Ad Group 2, Ad 2 12 4.24% $0.40 2 16.67% $2.37
p.s. Ad Group 2, Ad2 –”Learn Java Coding Skills. Free course” has excellent CR and in my opinion it could be caused by
three reasons:
1) In the headline there is a text „ coding skills” which colud means that this course is dedicated for more profesionalist
and it’s perfect matched with the audience and how the speaks. The keyword list for „java basics” is extended enough.
2) In ad text we have annotations „ become an App Developer” – it is catches attention very well and gives overview what
opportunities could give the course.
3) It colud be also a kind of an outlier or an anomaly, because representative statistical sample is too low.

52. Key Campaign Results (Keywords)
Present the three keywords you consider most successful based on your marketing objective.
Keyword Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
android app
development software
40 5.45% $0.38 1 2.50% $15.21
make android app
27 5.29% $0.74 1 3.70% $20.07
"java programming"
9 14.75% $0.15 1 11.11% $1.34

53. •Set up A/B test , with different version of landing page and different keywords. Good idea is
to change the headline, description or Call to Action
•Making some changes on the landing page, it could be a video that shows how looks
lessons via internet.
•Expanding keywords list of these keywords which are similar to the best performing
keywords.
Recommendations for future campaigns

55. Evaluate a Display Advertising
Campaign

56. Part 1: Evaluate a Display Image
Campaign
Part 1: Evaluate a Display Image
Campaign

57. Display Image Campaign: Overall Results
Find below the overall results of the Display Image Campaign

58. Results: Calculate the ROI
● The final result of the campaign is positive, ROI is 324. Campaign reach 1973 cliks and drove 4 new
students.
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1973 282,066 0,70% 0,44$
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
872,51872,51 000,002 44 218 +324

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

60. Which Ad Group Performed Better?
●
Creative Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on
Rate
# of New
Students
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 +113

61. ● The creative A is more effevective than B not only because has more positive
ROI but others metrics have also high-level report. The number of impressions is
around 216k which generates 1531 clicks. The average click through rate ( CTR)
of the A creations is 0,71% where the second B creations has a CTR 0,67%.
That’s shows that creative A rotades better than B.
● Both ads are part of the same ad group, and they are targeted to the exact
same audience, have the same headlines and description, despite this, the
creative A achived higher number od new students.

62. Display Image Campaign: Keywords
Full keyword list in separate file here
Review the Keyword results for the Display Image Campaign

63. Keyword Clicks Impressions CTR Avg CPC Cost
1
online marketing
course
226 38259 0.59% 0.28$ 63
2 marketing online
236 20750 1.14% 0.5$ 118.64
3
digital marketing
training
57 8224 0.69% 0.54$ 30.75
4 marketing careers
14 2998 0.47% 1.68$ 23.5
5 marketing courses
19 1999 0.95% 0.27$ 5.14

64. How would you optimize this campaign?
Suggestion 1: to optimize our keyword list and add long tail keywords, and pause
the expensive keywords
Suggestion 2: A/B test, for example create two version of the same ad that only
differ in the headline or description
Suggestion 3: to stop the ad that is not performing well, and keep the better one.
After that we can creat a new ad to try to improve the results

65. Part 2: Evaluate a Display Video
Campaign
Part 2: Evaluate a Display Video
Campaign

66. Display Video Campaign: Overall Results
Review below the overall results of the Display Video Campaign

67. Results: Calculate the ROI
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1892 157517 1,20% 0,44
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
825,61 0,002 4 206 372
The final result of the campaign is positive, ROI is 372. Campaign reach 1892 cliks
and drove 4 new students.

68. Display Video Campaign: Ad Results
B
A
Campaign A - Short Keyword List
Campaign B - Large Keyword List
Review below the Ad Results of the Display Video Campaign

69. Which Ad Group Performed Better?
Creative Clicks
Impress
ions
CTR Avg CPC Cost
Conversio
n
Rate
#
New
Stude
nt
CPA ROI +/-
Campaign
A
453 54312 0,83% 0,64$ 290,21 .2% 1 290 36
Campaign
B
1439 103205 1,39% 0,37$ 535,4 .2% 3 179 360

70. ●The overall data suggests that Video B is performed better. The average CPC
is 0.37$ which is much lower than avg. CPC in Video A. In Video B the campaign
costs 535.4$ compared with Video A cost of 290.21$.
●Successful campaign B achieved a positive ROI of 360$ where lower cost of
campaign A generated only 36$ ROI.
●Due to the fact that video B has significantly higher level of impressions and
clicks, the number of new students is also comparatively higher and has 3
results.

71. Display Video Campaign: Keywords
This is an excerpt of the keyword list, the full list is here
Review the Keyword results for the Display Video Campaign

72. Key Campaign Results (Keywords)
● Below are presented the most succesful keywords of the campaign.
All of them generates descrepancy in the metrics, but all of them
delivered very positive ROI.

73. Keyword Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on Rate
CPA
# New
Students
ROI +/-
online
marketing
video
495 42440 1.17% $0.51 253,23
.2%
256 1 43
ad
advertisement
510 24172 2.11% $0.17 85,58
.2%
84 1 219
business
training course
163 17437 0.93% $0.63 103,43
.2%
317 0 -6
course digital
marketing
106 8726 1.21% $0.43 45,50
.2%
215 0 18
digital learning
courses
207 14198 1.46% $0.31 64,99
.2%
157 0 59

74. ●The best performed keyword of the campaign is „ad advertisement”. This
keword has the higher value of ROI ( is 219$). Has significantly level of clicks and
delivered the highest number of new students.
●According to the fact that impressions is very remarkable (is 24172) keyword
„ad advertisement” achived 2.11% of CTR, which is quite successfull.
●Comapred to the rest of keywords from the list , „ad advetisement” has
appropriate CPA (84) and overall cost 85,58.

75. How would you optimize this campaign?
Suggestion 1: pause keywords with low CTR
Suggestion 2: expand the list of keywords with keywords similar to the best
performing keywords.
Suggestion 3: set up different ad groups. Based on the same keywords but each
of them focuse on different long list of tail keywords.

76. Recommendations for future campaigns
• In the future I will be invest more in Video channel, and try to preapre some short ad/ trailer
video on You Tube.
• I will focus on certain Ad Groups but also I will try to improve and make some clarification
in the Keywords.
• Set up A/B test , with different version of landing page and different keywords. Good idea
is to change the headline, description or Call to Action
•Make some changes on the landing page, it could be a video that shows how looks lessons
via internet. Another suggestion is to create a simple list of all courses divided by the
subject ( marketing, AI, robotisc etc.)
•Prepare shorter list of keywords but expanded of these keywords which are similar to the
best performing keywords.

77. Market with Email