5. Option 1:
Digital Marketing Nanodegree Program
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:
Your Company’s Product/Service
What is the marketing objective for your marketing efforts?
My marketing objective is to sign 200 new customer to
DMND program during one quarter with a budget of
$50,000.
9. Target Persona
Background and
Demographics
Target Persona
Name
Needs
1. Female, 28 yrs
old
2. She did master’s
in MBA
3. Lives in Mumbai
4. Interested in
online learning and
marketing Dimpal Gujrati
1. She needs
perfect course
with real
certificates.
2. Creating job
opportunities
3. Ideas from Digital
marketing field
expert
Hobbies Goals Barriers
1. Traveling
2. Exercise
3. Gaming
4. Entertaining
1. She want to
become an
expert in Digital
Marketing
2. Working in a big
digital marketing
company
1. Too many
information collected
about digital
marketing course
2. Time restrictions
3. Inefficient mentor
relationship
12. When+How+Where =
Marketing Tactics
Customer
Journey
Awareness Intent Desire Action
Post
Action
Message
- describe the
product
- describe what it
can do for your
target persona
Describe
How to
solve her
pain point
by your
products
Explain
benefits
and why
they
should
take it
now
•The
real
world
project
s
•1 on 1
person
al
mento
r
suppor
t
•Generate
new career
developme
nt program
•Recognized
certification
Channel
- content marketing
(e.g. blog)
- Informative
landing page
- Social media
display and video
ads
SEM(
Display
Advertisin
g)
And
Email
Marketing
send email
along with
white
papers
•Social
and
•Email
marketin
g
•Search
engine
ads
•Email
•Social
media
•Email
•Social
media
14. Awareness: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $5000 $1.25 4000 0.05% 2
AdWords
Search
$5000 $1.40 3571
0.05%
2
Display $500 $5.00 100
0.05%
0
Video $500 $3.50 143
0.05%
0
Total
Spend
$11,000
Total #
Visitors
7814
Number of
new
Students
4
15. Interest: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $2000 $0.50 4000 0.1% 4
AdWords
Search
$2000 $1.50 1333
0.1%
1
Display $500 $3.00 166
0.1%
0
Video $500 $2.75 181
0.1%
0
Total
Spend
$5000
Total #
Visitors
5680
Number of
new
Students
5
16. Desire: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $20000 $0.30 66,666 0.3% 200
AdWords
Search
$12000
$1.50
8000
0.3%
24
Display $1500 $3.00 500
0.3%
2
Video $500 $2.75 181
0.3%
0
Total
Spend
$34000
Total #
Visitors
75347
Number of
new
Students
226
17. ROI: Budget Allocation for Media
Phase
Total
Spend
Total
Number
of Site
Visits
Total
Number
of Sales
Profit Per
Sale
Total
Profit
ROI
Aware-
ness
$11000 6713 4 $299 1196 -9804
Interest $5000 14029 5 $299 1495 -3505
Desire $34000 43483 226 $299 67574 33574
Total $50000 64225 235 $299
70265 20265
18. Additional Channels or
Recommendations:
1. Use email marketing for people in
desire stage.
2. Create excel sheet with formulas
embedded in it to perform all the
calculation.
21. Blog on :- Why I choose Digital
Marketing Nanodegree by
Udacity ?
Link to the Blog :
https://medium.com/@shahidafridi7
83/why-i-choose-digital-marketing-
ea21cecfeab3
Market your Content
27. Key Results
Present the most important metrics per ad
Campaign Results Reach Cost Amount
Spent
Ad One 88 15244 $0.22 $19.11
Ad Two 536 95664 $0.12 $66.80
Ad Three 106 20760 $0.13 $14.09
Overall 730 131668 $0.14 $100
35. Keywords
Head Keywords Tail Keywords
1 Digital marketing Learn online digital
marketing
2 Social media course Udacity digital
marketing program
3 Digital marketing
course
Best online course
for digital marketing
4 Udacity courses Learn digital
marketing from
industries expert
5 Social media
marketing
Learn social media
marketing
36. Keyword with the
Greatest PotentialWhich Head Keyword has the greatest potential?
Ans :- Digital marketing at 72 priority
Which Tail Keyword has the greatest potential?
Ans :- Best online digital marketing course at 42
priority
37. Technical Audit: Metadata
URL:https://dmnd.udacity.com
Current
Title Tag
<title>Udacity Digital Marketing Nanodegree
Program Website</title>
Meta-
Description
<meta name="description" content="" />
Alt-Tag <img rel="//v.fastcdn.co/a/img/loading_circle.svg"
src="" class="loading notification-loader" alt="" />
Revision
Title Tag <title>Udacity Digital Marketing Nanodegree
Program Website | Become a Digital
Marketer</title>
Meta-
Description
<meta name="description" content=“Gain
real-world experience running live campaigns as
you learn from top experts in the field. Launch
your career with a 360-degree understanding of
digital marketing..”/>
Alt-Tag <img rel="//v.fastcdn.co/a/img/loading_circle.svg"
src="" class="loading notification-loader" alt=“teacher
at a table with hands on open and loading circle in top
right corner.”/>
39. Link-Building
Site Name Coursera
Site URL https://www.coursera.org/
Organic Search
Traffic
894K
Site Name MOZ
Site URL https://moz.com/
Organic Search
Traffic
408K
Site Name Udemy
Site URL https://www.udemy.com/
Organic Search
Traffic
1.7M
40. Recommendations
Off-site SEO :- Udacity needs focus on linking
with high quality links and credible websites to
improve their ranking.
Performance Testing :- As i have analyzed
udacity needs to index all pages on Google,
Actually it’s a very important to index pages on
Google, knowing the number of pages that
indexed is important for SEO performance.
For page speed Udacity needs fix all those
problems which is causing slow page speed that
is negatively affecting the user experience.
If Udacity does all these changes, it will definitely
improve the page rank .
41.
42. Group#1 Ads &
Keywords list
html
html5
html tags
html5 tutorial
html5 template
unity game development course
html5 css and java script tutorial
canvas in html5
html5 multiple canvas
working with canvas
html5 development tutorial
create new javascript
html5 3d drawing
html5 canvas dom
draw canvas on canvas
html canvas image background
html canvas filter
html5 multiple canvas layers
mutiple canvas in html5
html5 canvas draw 3d
43. Ad Group #2:
Ads & Keyword List
unity game development course
html5 css and java script tutorial
canvas in html5
html5 multiple canvas
working with canvas
html5 development tutorial
create new javascript
html5 3d drawing
html5 canvas dom
draw canvas on canvas
html canvas image background
html canvas filter
html5 multiple canvas layers
mutiple canvas in html5
html5 canvas draw 3d
44. Key Campaign Results
(Keywords)
Present the three keywords you consider most
successful based on your marketing objective.
Keyword Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
html 29 8.68% $0.77 2.00 6.90% $11.14
html tags 6 9.84% $0.93 0.00 0.00% $0.00
html5
template
1 9.09% $2.88 0.00 0.00% $0.00
46. Recommendations for
future campaigns
○ Would you focus on certain Ad Groups, ads or keywords?
○ Ans :- Yes, to run a successful campaign I will focus on Ad
groups and keywords and also I need to add atractive
headlines and description for more clicks and conversion.
○ Would you change any of your existing ads or keywords or
add any new ones?
○ Ans :- Yes, I will make few changes in keywords.
○ Would you set up an A/B test, and if so, how would you go
about it?
○ Ans :- Ofcourse yes, because It is one of the most things to
set up an A/B test. I will make it esier to evaluate the
results in the future.
○ Would you make changes to the landing page, and if so,
what kind of changes and why?
○ Ans :- This is important part on the campaign is the
landing page. It should be clear to the audience and I will
prefer to add images or videos to landing page which will
define what we are offering.
49. Results:
Calculate the ROI
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1243 200,957 0.62% $0.36
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$448.95 .002 2 $224.47 ($149.06)
50. How would you optimize this
campaign?
Suggestion 1: I got positive ROI $149.06 on 2
students from this campaign, I think headline and
description should be eye catching for this campaign
Suggestion 2: Keywords should be more and unique
keywords, expand the list of all keywords with similar
to the best performing keywords.
Suggestion 3: The best idea of effective campaign we
can pause the campaign with high CPC
52. Results: Calculate the ROI
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
407 67,833 .6% $0.57
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$231.99 .002 1 $231.99 $67
53. How would you optimize this
campaign?
Suggestion 1: I got ROI $67 on one student, I think
we have touched many users who are at the very start
of the customer journey we should be target users
Suggestion 2: It’s good idea to create new campaign
with eye catching headline and description
Suggestion 3: The best idea of effective campaign we
can pause the campaign with high CPC
55. Results: Calculate the ROI
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
670 109,994 0.61% $0.35
Cost
Conversio
n Rate
# New
Students
CPA ROI +/-
$234.50 .002 1 $234.5 $64.5
56. How would you optimize this
campaign?
Suggestion 1: I got $64.5 this is very low ROI. Actually
we should care about unique headline and
description and to expand audience through high
CPC.
Suggestion 2: Keywords should select always high
performer keywords for this campaign.
Suggestion 3: The best idea of effective campaign we
can pause the campaign with high CPC.
57. Recommendations for
future campaigns
○ Would you focus on certain Ad Groups, ads or targeting?
○ Ans :- Yes, to run a successful campaign I will focus on Ad
groups and targeting and also I need to add atractive
headlines and description for more clicks and conversion.
○ Would you change any of your existing ads or add any new
ones?
○ Ans :- Yes, I will make few changes in keywords include
best performer keywords.
○ Would you set up an A/B test, and if so, how would you go
about it?
○ Ans :- Ofcourse yes, because It is one of the most things to
set up an A/B test. I will make it esier to evaluate the
results in the future.
○ Would you make changes to the landing page, and if so,
what kind of changes and why?
○ Ans :- This is important part on the campaign is the
landing page. It should be clear to the audience and I will
prefer to add images or videos to landing page which will
define what we are offering.
58.
59. Email Series And Marketing
Objective & KPI
Email 1: Become a success Digital
Marketer with Udacity
Marketing Objective :- Engagement
KPI :- No. Of opens
Email 2: Digital Marketing course by
industries expert
Marketing Objective :- Engagement
KPI :- No. Of opens
Email 3: Available 30% off on digital
marketing course by Udacity.
Marketing Objective :- Conversion
KPI :- No. Of Enrollments
60. Calendar & Plan
Week One Week Two Week Three
M T W T F M T W T F M T W T F
Color Key Planning
Phase
Testing Send Phase Analyze
Phase
64. Final Recommendations
I will campaign for both email #2 and 3
and I will analyze the result for CTR, open
rate and conversion rate. I will also do
A/B testing for both campaigns.
This will help me determine which
campaign better performed.
