Project 8 portfolio

1- CUSTOMER JOURNEY BASED
MARKETING PLAN

MARKETING
OBJECTIVE:
YOUR
COMPANY’S
PRODUCT/SE
RVICE
Enrolling 300 students in the DMND
program by the end of May of 2020

TARGET PERSONA
NeedsTarget Persona
Name
Background and
Demographics
Learn New Set of Skills
Try new experience
Self-paced offering
certification
Sara MuhammadAge: 20s, 30s
Gender: Females
Education: Bachelor
Degree
Location: Middle East
Income: 1066 USD
Status: Single
BarriersGoalsHobbies
Time restriction
Not offering certification
Lack of substance
“Unsure if suitable for me”
To acquire digital
marketing skills for career
advancement
To begin a small
business
To launch my career as a
Tv Movies
Photography
Gaming
Listening to music

When+How+Where = Marketing Tactics
Customer Journey Awareness Intent Desire Action Post Action
Message
Inform the customer
about the financial
opportunities they
might get if they
entered the world of
online digital
marketing
Inform the potential
customer about the
nature of the Udacity
course and how it will
help him achieve
material and
professional success
Stir interest
by
showcasing
the most
important
benefitsprog
ram offerings
for those
who join
(personal
career
coaching,
certification,
mentor
support,
real-word
projects)
Offer 50% off
1 month's
access and
free ebook
guide
Guide potential
customers by
showing why
and how the
course is better
than the
competition
providing
supporting
materials that
show the
results,
outcomes &
benefits of
choosing
Udacity DMND
course.
Using buying
keywords &
CTA guide the
customer how
to obtain the
course
and offer
discounts &
special offers.
Thank the
customer for
joining. Offer
additional
customer
support. Share
the latest offers,
updates, and
discounts.
Channel
Google search engine
Youtube Ads
Link building
Social media platforms
Social media
platforms
Youtube video
ads
Search engines
Email ads Newsletters
Display & video ads
Social media platforms

DIGITAL
MARKETING
NANODEGREE
BUDGET
ALLOCATION
FOR MEDIA

AWARENES
S: BUDGET
ALLOCATIO
N FOR
MEDIA
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Faceboo
k
1000 $1 1000 0.05% 1
AdWords
Search
1000 $1.40 714
0.05%
0
Display 1400 $5.00 280
0.05%
0
Video 1000 $3.50 285
0.05%
1
Total
Spend
4400
Total #
Visitors
2279
Number of
new
Students
2

INTEREST:
BUDGET
ALLOCATIO
N FOR
MEDIA
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook 2000 0.50 4000
0.1%
1
AdWords
Search
1500 1.50 1000 1
Display 1000 3.00 333 1
Video 1000 2.75 363 0
Total
Spend
5500
Total #
Visitors
5696
Number of
new
Students
3

DESIRE:
BUDGET
ALLOCATIO
N FOR
MEDIA
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook 10000 $1 33333
0.3%
199
AdWords
Search
25000 $1.40 16666 64
Display 2000 $5.00 666 50
Video 3100 $3.50 1127 1
Total
Spend
40100
Total #
Visitors
51792
Number of
new
Students
314

ROI:
BUDGET
ALLOCATIO
N FOR
MEDIA
Phase
Total
Spend
Total
Number
of Site
Visits
Total
Number
of Sales
Profit Per
Sale
Total
Profit
ROI
Aware-
ness
4400 2279 2 299 598 3802-
Interest 5500 5696 3 299 897 4603-
Desire 40100 51792 314 299 93886 53786
Total 50000 59767 319 95381 45381

ADDITIONAL
CHANNELS OR
RECOMMENDATI
ONS:
Increase the duration of the marketing
campaign.
Improve the landing page load speed

3.
SHOWCASE
WORK
Showcasing your Work
Social: include your 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

PROJECT 2: MARKET
YOUR CONTENT
DMND
Program

MARKETIN
G
OBJECTIVE
To gain 35 blog followers in February 2020.

KPI Numbers of followers gained n February
2020

TARGET
PERSONABackground and
Demographics
Target Persona
Name
Needs
Age: 20s, 30s
Gender: Females
Education: Bachelor
Degree Location:
Middle East Income:
1066 USD
Status: Single
Sara Muhammad Learn New Set of
Skills Try new
experience Self-
paced offering
certification
Hobbies Goals Barriers
Tv Movies
Photography
Gaming
Listening to
music
To acquire digital
marketing skills for
career advancement To
begin a small business
To launch my career
as a freelancer
Time restriction
Not offering certification
Lack of substance
“Unsure if suitable for me”

THE THEME AND FRAMEWORK OF
YOUR BLOG POST?
Theme:
Why have you decided to take the digital
marketing nano
degree course?
Framework:
SCQA framework.

BLOG
POST
My reasons for choosing DMND
https://imanzed77.blogspot.com/2020/02/norm
al-0-false-
false-false-x-none-ar-sa.html

SUMM
ARY
Facebook: My main reason for choosing Facebook to
share my content is because it’s the largest social
network in the world, a place where you can inform
readers of your new blog posts and drive traffic back to
your site.
Twitter: It’s one of the most used sites in my area and
therefore it’s always preferable for sharing posts and
reaching many people.
LinkedIn: The number one professional platform where
you can share
similar interests in work and work related topics.

EXTRA CREDIT: POST
ONLINESHARE YOUR
RESULTS
Platform Traffic Likes Share Comments Notes
Blog Blogger 0 0 0
Social
platform
Facebook 0 0 0
twitter 1 0 3
LinkedIn 2 0 0

PROJECT 3: RUN A
FACEBOOK CAMPAIGN
DMND Program
Part 2

CAMPAIGN
APPROACH
My advertising campaign on Facebook Ads
Manager is about the “DMND" program and
my main goal is for 150 people to download
the free guide through . My advertising
campaign is devoted to specific groups with
common characteristics, the most
important of which is the geographical area:
Saudi Arabia, age group twenties, thirties,
able to speak English and have an interest in
the field of digital marketing, marketing
professionals, college graduates, small
business founders, job seekers who want to
develop their marketing skills. The start
date of the ad campaign will be January 6
and the end is going to be by January 12,
2020 i.e. it will last a full week. At a total
cost of $ 100. My KPI is the number of
people who downloaded the free ebook
guide.

MARKETIN
G
OBJECTIVE
Encourage 150 people to download the free
guide and collect their emails within a week
with estimated budget of 100 USD.

PRIMARY
KPI
The number of people who downloaded the
free ebook during the campaign and the
number of emails collected.

CAMPAI
GN
SCREE
NSHOTCampaign & Ad
set

KEY
RESULTS
Amount
Spent
CostReachResultsCampaign
773.8120,20023Ad One
12.423.114,9874Ad Two
87.583.7023,32827Overall

CAMPAIGN EVALUATION
Facebook campaign failed to gain 150 followers in three days.
The 1st ad performed better resulting 23 downloads whilst the 2nd ad gained
only 4.
The average cost to reach 20,200 was 3.81 with the 2nd ad costing 3.11
Return On Investment:
Cost per result 3.70
Acquired lead 27
Amount spent 100
Calculated ROI 4.05 Campaign ROI negative
I would approach my campaign by extending my marketing campaign for a
whole week instead of three days and by adding a third image. I’d also
change the headlines in each image.

APPENDIX
SCREENSHOT
S FOR
REFERENCE
Performance

APPENDIX
SCREENSHOT
S FOR
REFERENCE
Placement

(EXAMPLE) AD
SET DATA:
PERFORMANC
E

PROJECT 4: SEO AUDIT DMND Program

ON-SITE SEO Head Keywords Tail Keywords
1 Digital marketing
course
Professional
digital marketing
course
2 Online courses Udacity digital
marketing nano
degree
3 Web marketing Best digital
marketing online
course
4 Certified program What is digital
marketing
5 Digital marketing Udacity nano

KEYWORD WITH THE
GREATEST POTENTIAL
Which HeadTail Keywords has the greatest potentials?
“Digital marketing course” is the greatest potential head keyword with
priority score 24, organic CTR 83%, difficulty level 51 while the tail
keywords with the greatest potentials were “professional digital marketing
course” with 26 priority score, 83% organic CTR, 43 difficulty rate and the
other tail keyword “Udacity digital marketing nano degree” with same
priority rate of 26 and organic CTR 90%, difficulty rate 46.

TECHNICAL AUDIT: METADATA
URL: dmnd.udacity.com
Current
Title Tag
Udacity Digital Marketing Nanodegree Program Website
Meta-
Description Blank
Revision
Title Tag
Udacity Digital Marketing Nanodegree Program
Meta-
Description
Gain a real-world experience running live campaigns. Learn from experts in
the field. Secure 360-degree understanding of digital marketing.

Current Alt-tag
Background
BlankCollaborators
laptop
Revision Alt-tag
Background background the main interference of the page shows two people discussing
the content of the DMND program
Collaborators
Collaborative electronic platforms in DMND
laptop A view of a laptop shows a lesson on the platform

Current
A 360-degree approach
BlankReal world projects
Logo
Revision
A 360-degree approach Picture taken from one of the lesson videos that students see on DMND program of
Udacity
Real world projects laptop shows on the screen a picture of the tutorials provides on DMND program of
Udacity
Logo Udacity logo

SUGGESTED BLOG TOPICS THE
HIGHEST POTENTIAL KEYWORDS.
What exactly is offered in a Professional digital
marketing course?
I picked this blog topic as it has a tail keyword
with the greatest potentials 83% and lowest
difficulty rate 43 Since the title of the blog is a
question, I will write in the blog some
explanation about the course, what is the e-
marketing course, what are its advantages and
educational method, and how it differs from
the rest of the competitors in terms of
certificates and interaction with the mentors,
and what is offered to students and graduates
and to those wishing to change their
professional field.Finally, I will talk about the
experience of some who took and finished the
course.

SUGGESTED BLOG
TOPICS THE HIGHEST
POTENTIAL KEYWORDS.
Five reasons why you should take the ‘Udacity digital
marketing nano degree’ this year
I chose this blog title with a tail keyword with highest
organic CTR of 90% as they’re going to be relevant to
potential customers that might be looking for an online
course on digital marketing and are still unable to decide
for themselves. The blog will help make the selection
process easier, by showing the advantages, strengths of
the course from other competitors and showcasing what
makes it better choice. It will consist of five main features
taken from the main page of interest to every student in
the field of marketing or an employee or job seeker who
wishes to develop themselves."

SUGGESTED BLOG
TOPICS THE HIGHEST
POTENTIAL KEYWORDS.
What’s the best digital marketing course?
Digital marketing course” is the greatest potential head
keyword with priority score 24, organic CTR 83% and
while the difficulty rate is 51which is somewhat higher
compared to the other chosen keywords, I believe it is a
commonly used in search engines.

TECHNICAL
AUDIT:
BACKLINK
AUDIT
Backlink
Domain
Authority
(DA)
1 http://www.youtube.com/playlist?list=PLA
wxTw4SYaPmaHhu-Lz3mhLSj-YH-JnG7
100
2 http://developer.mozilla.org/zh-
CN/docs/Web/JavaScript/Reference/Global
_Objects/Promise
98
3 http://github.com/EbookFoundation/free
-programming-books/blob/master/free-
programming-books.md
97

LINK
BUILDING
Organic
search
traffic
Site URLSite name
656Mhttps://www.fa
cebook.com/
Facebook1
1Bhttps://www.yo
utube.com/
Youtube2
47Mhttps://www.li
nkedin.com/
Linkdin3

PERFORMAN
CE TESTING
Page index

PERFORM
ANCE
TESTING
PAGE SPEED
MOBILE
why evaluating the Page
Speed is
important?
Page speed is one of the
most important factors for
digital marketing strategies.
According to many statistics,
there is a direct relationship
between the site's ability to
increase its profits and the
page loading speed. Since
the purpose of digital
marketing is about
increasing visitor traffic and
conversions, it is very
important to pay attention to
page speed and use all
possible tools to improve

PERFORMAN
CE TESTING
Page speed

PERFOR
MANCE
TESTIN
GMobile-friendly
evaluation
Why having a mobile-
optimized is important?
Mobile devices are becoming
increasingly popular way for
visitors to find any website, if
the site wasn’t mobile
friendly, there’s a high
chance that the visitor will
abandon the page altogether
which means losing visitors
as customers as well as
losing against competitors
because many companies are
switching to mobile
optimization.

RECOMMENDA
TIONS
Create more page content:
The homepage does not have enough content with 252 words.
Providing more content to compel people to visit the website is a
good idea.
Secure cookies:
The website uses unsecured cookies, which can be read via
JavaScript. This could allow an attacker for example to more
easily access customer data in the current user session.
Activate CDN:
A Content Delivery Network (CDN) optimizes the delivery of the
content of the website to the visitors. It is especially useful if it
has visitors that view the website from a variety of geographic
regions.
Create Sitemap:
Use a sitemap to submit all pages of the website to search
engines.
Reducing JavaScript execution time: Efficient JavaScript can slow
down the page, reducing JavaScript execution time will speed up
the page performance.
Increase cache lifetime:
Serve static asset with an efficient cache policy. HTTP caching can
speed up your page load time for returning users.

Project 5: Run an AdWords
Campaign

CAMPAIGN
APPROACH
I was assigned to create the campaign with the
following criteria:
Course: Java Programming Basics
Location: South Africa
Campaign budget: 35
Daily budget: 7
My google campaign is about the “Java
Programming Basics“ course. My advertising
campaign is devoted to specific groups with
common characteristics, the most important of
which is the geographical area: South Africa, able
to speak English and have an interest in the field of
programming and particularly beginners interested
in Java language. The start date of the ad campaign
will be18 February 2020 and the end is going to be
by February 22, 2020 i.e. it will last for five days.
At a total cost of $ 35 and daily budget $ 7 with
max cpc: $3.
I’ve created two ad groups as required, titled “Java
programming basics’ and ‘Java programming
basics 2’ as for the keywords I chose the most used
and common keywords among those who wish to
learn programming languages online, especially
Java.

MARKETIN
G
OBJECTIVE
Collecting 35 leads and 3 conversions by
the end of the campaign which will last for
five days 18-22 February 2020. At a total
cost of $35 and daily budget $7.

KPI The number of gathered leads and
conversions.

AD GROUP
#1
JAVA
PROGRAM
MING
BASICS

KEYWORD
LIST
Java for absolute beginners,
Udacity java free course, course
online, java tutorial online, self-
paced online course, introduction
to java, java fundamentals, free
online course, programming for
beginners, becoming java
developer, java programming
language, learning how to
program free, program free, how
to, how to become a java
programmer, courses taught by
professionals, certified courses
online, learn variables, learn loops,
getting started programming,
what is java, what is programming,
free online certificate

AD GROUP
#2
JAVA
PROGRAM
MING
BASICS 2

CAMPAIGN
EVALUATIO
N RESULTS,
ANALYSIS
AND
RECOMMEN
DATIONS

KEY CAMPAIGN RESULTS
(CAMPAIGN & AD GROUPS)
CostCost per
conversi
on
CRConv.Avg.
cost per
click
CTRClicksImpr.Max
CPC Bid
Ad
group
US$
27.05
00.00%0$ 1.691.63%16983$ 3.0Java
progra
mming
basics
2
US$
7.95
00.00%0$ 1.141.57%7447$ 3.0Java
progra
ming
basics
3500.00%0$ 3.12.93231430Total

KEY CAMPAIGN RESULTS (ADS)
Cost per
conv.
CRConversionsAvg. cost per
click
CTRclicksad
00.000.00US$ 1.430.78%2Java
programming
basics, ad 1
00.000.00US$ 1.022.65%5Java
programming
basics, ad 2
00.000.00US$ 1.701.49%6Java
programming
basics 2, ad 1
00.000.00US$ 1.691.73%10Java
programming
basics 2, ad 2

KEY CAMPAIGN RESULTS
(KEYWORDS)
Cost per
conv.
CRConversio
ns
Avg. cost
per click
CTRclicksad
00.000US$ 1.741.98%10Course
online
00.000US$ 1.983.20%4Program
free
00.000US$ 1.880.78%1How to

CAMPAIGN EVALUATION
Did your campaign result in a positive ROI?
No, I've not achieved the marketing objective that I've set for this ad
campaign, my CBL was within the limits that have been set but with 23 clicks
and no CR the final campaign result is negative ROI.
Was the conversion rate higher or lower than expected?
With no conversion rate it’s lower than my expected conversion rate of 3%.
How much did you have to spend per click? How close did you get to your
max. CPC bid?
Very close, my manual CPC was set $ 3 and I spent between $ 1-3 per click.

CAMPAIGN EVALUATION
Which ad group, ads and keywords led to the highest click through and
conversion rates and why might that have been the case?
The ad group Java programming basics 2 with both ads "Udacity Online
Course | Java Programming for Dummies" along with "Udacity Online Course
| Java Programming for Everyone" has the highest clicks mainly due to usage
of headlines that summarize everything, description that aiming towards
beginners and short tail keywords.
Looking at the cost per click and the average position of your ad groups, can
you infer which kind of keywords are subject to higher competition in
AdWords?
Short tail keywords are most certainly subject to higher competition with
higher search volume.
Which keywords performed best for you and why might that have been the
case?
The keywords “course online, program free, how to” scored the highest CTR.

RECOMMENDATIONS FOR FUTURE
Would you focus on certain Ad Groups, ads or keywords?
I'll focus on the 2nd ad group, with the highest clicks, CTR and eye-
catching headline. I'd also focus on using more short-tailed and
frequently used keywords particularly keywords like 'Free Course' and
'For Beginners' and 'For Dummies'
Would you change any of your existing ads or keywords or add any
new ones?
I’ll get rid of all long-tailed keywords since it brought me no clicks at
all.

RECOMMENDATIONS FOR FUTURE
Would you set up an A/B test, and if so, how would you go about it?
Yes, I think AB test are powerful tools that can aid, I would perform
it several times to create different versions of the same page
changing the CTA, description, length of headlines, way of
persuasion, CTA. I’ll also change the landing page design from and
experiment with different picture. Plus, A/B test video testimonials
against written ones to aid in tracking the most effective options and
help in planning for future ones. I'll make sure to keep the ad for a
long(er) period.
Would you make changes to the landing page, and if so, what kind of
changes and why?
It has all the required information but lacks an attractive design, so
I’ll change the design of the page and the font, choose pictures of
students instead of animated characters, add media mentions and
written orand video testimonials.

Campaign Evaluation
PROJECT 6: EVALUATE A DISPLAY
AD CAMPAIGN

ASSUMPTIO
NS
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.

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

PART 1:
EVALUATE A
DISPLAY
IMAGE
CAMPAIGN
Find below the overall results of the Display
Image Campaign targeting the Affinity
Audience. The Affinity Audience consisted
of Business Professionals Social Media
Enthusiasts.

DISPLAY IMAGE CAMPAIGN:
OVERALL RESULTSFIND BELOW THE OVERALL RESULTS OF THE DISPLAY IMAGE CAMPAIGN TARGETING THE AFFINITY AUDIENCE. THE AFFINITY
AUDIENCE CONSISTED OF BUSINESS PROFESSIONALS SOCIAL MEDIA ENTHUSIASTS.

RESULTS:
CALCULATE
THE ROI
Present the results of the overall campaign
by completing the table below. Done
Highlight Key Results
Click Through Rate (CTR)
0.62
Cost Per Click (CPC)
0.36
Target cost per action (CPA)
224
What was the overall ROI of the campaign?
Was it Positive or Negative?
Overall ROI: 149 33%| Positive

RESULTS:
CALCULATE
THE ROI
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1,243 200,957
0.62
0.36
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$448.95 0.2% 2 224 149

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: Changing creative, by
choosing a different picture e.g. group of
young people of both genders, adding CTA.
Suggestion 2: Changing the content, adding
course details (timeline, course syllables),
expand the targeted group from broader
category.
Suggestion 3: Performing AB test creating
two landing pages changing the keywords,
1st time choosing short-tailed words and 2nd
time long-tailed keywords to create a list of
short and long tailed keywords with highest
clicks.

PART 2
EVALUATE A
DISPLAY
IMAGE
CAMPAIGN
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.

DISPLAY IMAGE CAMPAIGN: SITE
TARGETINGFIND BELOW THE OVERALL RESULTS OF THE DISPLAY IMAGE CAMPAIGN TAR GETING PLACEMENTS (SITE TARGETING). THIS AUDIENCE CONSISTS OF TH E
DIGITAL MARKETING PARTNERS’ LANDING PAGES.
.

RESULTS:
CALCULATE
THE ROI
by completing the table below.
Overall ROI: 67 29%| Positive

RESULTS:
CALCULATE
THE ROI
Campaign
Results
407 67.833 6% 0.57
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$231.99 0.2% 1 232 67

HOW
WOULD
YOU
OPTIMIZE
THIS
CAMPAIGN?
Suggestion 1: Performing split testing,
creating different landing pages changing
the headline, CTA, graphic, product
description.
Suggestion 2: Adding media mentions,
video testimonials.
Suggestion 3: Changing the headline into a
value proposition by picking the most
important benefit of this course to the
targeted group and write about it.

PART 3
EVALUATE A
DISPLAY
IMAGE
CAMPAIGN
Review below the overall results of the
Display Image Campaign targeting visitors
to the Digital Marketing Nanodegree
Program landing page

DISPLAY IMAGE CAMPAIGN: OVERALL
RESULTSREVIEW BELOW THE OVERALL RESULTS OF THE DISPLAY IMAGE CAMPAIGN T ARGETING VISITORS TO THE DIGITAL MARKETING NANODEGREE PROGRAM
LANDING PAGE

RESULTS:
CALCULATE
THE ROI
by completing the table below.
Overall ROI: 64.50 / 27.51 | positive

RESULTS:
CALCULATE
THE ROI
Campaign
Results
670 109,994 61% 0.35
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
234.50$ 0.2% 1 234.
5
64.5

HOW
WOULD
YOU
OPTIMIZE
THIS
CAMPAIGN?
Suggestion 1: Performing split testing,
creating different landing pages changing
the headline, CTA, graphic, product
description.
Suggestion 2: Adding written testimonials to
the landing page
Suggestion 3: Change content, testing
content depth first by creating two pieces of
content, one which contains more details
about the course and see which one is
preferred by the target customer.

PART 4
RESULTS,
ANALYSIS,
AND
RECOMMEN
DATION
Which campaign performed the best? Why?
Considering the 3 campaigns below, state
which one had the best performance and
why.
The 1st one had the best performance since
it had the highest ROIconversions.

RECOMMENDATIO
NS FOR FUTURE
CAMPAIGNS
You may use “bullet points” for your analysis and may
add as many slides as needed
The following prompts can help you structure your
answer:
 Would you focus on certain Ad Groups, Ads or
Targeting?
1- I’d focus on the first ads, targeting certain groups
of customers that are suitable candidate to benefit
from the course (beginners, English speakers,
interested in digital marketing, students, freelancers)
 Would you change any of your existing Ads or
Targeting or add any new ones?
2- I will change the ad, target group, landing page
design, headline, description plus I’ll add CTA.
 Would you set up an A/B test, and if so, how would
you go about it?
 Performing AB test creating two landing pages
changing the keywords, 1st time choosing short-
tailed words and 2nd time long-tailed keywords to
create a list of short and long tailed keywords with
highest clicks.
 Would you make changes to the landing page, and if
so, what kind of changes and why?
 Changing the design (different picture, color,
typography) along with the content itself, adding
course details (timeline, course syllables, FAQ,
instructor's info, written testimonials), changing the
headline, description and add CTA.

PROJECT 7: EMAIL
MARKETING
DMND Program

EMAIL PART
1
PLAN YOUR
CONTENT

MARKETING OBJECTIVE
1st & 2nd Email: Encouraging 10 people to join the DMND
program via our email ad campaign starting from 22 February
til 28 February 2020
3rd Email: Encouraging 20 to download the free ebook guide
and converting at least 5% of them to join the DMND course in
two weeks starting from 22 February till 4 march, 2020.

KPI
1st & 2nd Email: Number of enrollment in the
DMND course starting from 22 February
until 28 February 2020.
3rd Email: Number of emails collected and
5% conversion starting from 22 February till
4 march, 2020
.

CREATE AN
EMAIL
CAMPAIGN
Email series:
1- Email 1: Digital Marketing Is The New
black!??
2- Email 2: Why Choose a Career in
Digital Marketing?
3- Email 3: What exactly IS digital
marketing?

CREATIVE BRIEF: EMAIL 1
General
Digital Marketing Is The New black!??Subject line 1
Why choose a career in Digital Marketing?Subject line 2
Confused? Let me explain!Preview text
I’ll make this very clear and answer it right away, Are you ready? no… digital marketing is NOT a
hype. Many companies have realized the urgent need for digital marketing and its impact on
profit, given that more than half of the world's population is active online, and in order to stay
ahead of the competition, the demand for digital marketers has doubled. With the increasing
demand for digital marketers, there’s plenty of great opportunities in this flexible, versatile,
creative field for those looking to get into it. However, as the demand for online marketers
increases, the competition will be fierce in the future which means if you want to succeed you
should start investing in your professional and personal skills as soon as you can. Don’t worry
though! At Udacity, we’re offering an interactive course for absolute beginners explaining many
concepts and covering the fundamentals of digital marketing, all for free, Don’t miss out!
Body
Don’t miss outOutro CTA

General
Join our DMND program!Subject line 1
Digital marketing…Learn how to do it!”Subject line 2
Hi there, let me tell you a little secret!Preview text
Nowadays, thanks to the internet, it doesn’t take much to learn something but what
makes you stand out from the rest is the source of your knowledge, in Udacity we
offer top notch digital courses, whether you’re into digital marketing for the sole
purpose of upgrading your skills or maybe thinking of changing your career or for
some other reason, with us, you will learn what’s digital marketing, How can you
become a successful online marketer, and how to do advertising campaigns using
the biggest social media platforms and most importantly you will learn how to
follow and evaluate them. Learn from experts and get a degree upon graduation,
it’s a fun educational journey that costs you absolutely nothing, you only need a
laptop and internet connection, what are you waiting for? Join us now!
Body
Join us nowOutro CTA

General
What exactly IS digital marketing?Subject line 1
If you’re confused…I’m here to help!”Subject line 2
I know you’ve heard the word so many times!Preview text
Thank you for opening this email, I apricate it as much as I apricate your curiosity
for learning more about digital marketing! Why you ask? Well, because I know how
confusing it can get with so many people telling you how important is digital
marketing in our digital age and with so many materials around one feels confused
and unable to choose but I’m here to help getting started, I’ve created a land page
especially for you, grab your FREE download here to understand everything you
need to know at the beginning of your journey in digital marketing.
Body
Grab your FREE downloadOutro CTA

EMAIL CAMPAIGN CALENDAR KEY
Key
Planning phase
Testing phase
Send phase
Analyze phase

EMAIL PLAN
Analyze phaseSend phaseTesting phasePlanning phaseEmail name
Week 2
Mon
Tue
Week 1
Thur
Week 1
Wed
Week 1
Mon
Tues
Digital
Marketing Is
The New
black!??
Week 2
Wed
Thur
Week 2
Tue
Week 2
Mon
Week 1
Tue
Thur
Join our DMND
program!
Week 2
Tue
Wed
Week 2
Mon
Week 2
Fri
Week 2
Tues
Wed
What exactly IS
digital
marketing?

EMAIL CAMPAIGN CALENDAR
Week 3Week 2Week 1
FThWTMFThWTMFThWTM
Emai
l #1
Emai
l #2
Emai
l #3

EMAIL
COPY:
EMAIL #1
Subject line: Digital Marketing Is The New black!??
Body: I’ll make this very clear and answer it right away,
Are you ready? no… digital marketing is NOT a hype.
Many companies have realized the urgent need for
digital marketing and its impact on profit, given that
more than half of the world's population is active
online, and in order to stay ahead of the competition,
the demand for digital marketers has doubled. With
the increasing demand for digital marketers, there’s
plenty of great opportunities in this flexible, versatile,
creative field for those looking to get into it. However,
as the demand for online marketers increases, the
competition will be fierce in the future which means if
you want to succeed you should start investing in your
professional and personal skills as soon as you can.
Don’t worry though! At Udacity, we’re offering an
interactive course for absolute beginners explaining
many concepts and covering the fundamentals of
digital marketing, all for free, Don’t miss out!
CTA: Don’t miss out!
Link for CTA: https://www.udacity.com/course/digital-
marketing-nanodegree--nd018

AB TESTING EMAILAB TESTING IS WHEN YOU HAVE TWO OPTIONS AND YOU TEST BOTH AND SEE WHICH ONE HELPS IN
CONVERTING MORE LEADS AND WHICH ONE OF THEM DOESN'T. IT’S CONSIDERED ONE OF THE MOST
EFFECTIVE TO IMPROVE CONTENT ENGAGEMENT.
AB testing
CTASubject line
Get instant accessWhy choose a career in
Digital Marketing?
Email #1

RESULTS EMAIL #1
CALCULATE THE CTR AND THE CONVERSION RATE
Results and Analysis
BouncedOpened rateOpenedDeliveredSent
22522%49522252500

RESULTS EMAIL #1
Results and Analysis
UnsubscribeConversionTake actionCTRClicked
30
When someone
unsubscribes,
it’s better to
stop sending
them emails or
else, it will be
considered
spam. it is
good idea to
investigate why
unsubscribe
occurs to
prevent that in
the future, but
the main
concern should
3%758%180

FINAL
RECOMMENDA
TIONS
I will be doing a custom graphic
design for this campaign. I may add
animation or video.
Setting the option to subscribe or
unsubscribe and giving the
recipient of the email the freedom
to choose.
Build a base of subscribers larger
than the current one.
Make the email content more
personal
Send the email on the weekend
Make sure to make a mobile version

Project 8 portfolio

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