5-day Udacity Digital Marketing Nanodegree program Facebook Campaign. This slide includes its objective, KPI, Target Factors, Recommendation, ROI, Results, Analytics, Output

1. DIGITAL MARKETING NANODEGREE
PROJECT 3 – RUN A FACEBOOK CAMPAIGN (PART 2)

2. CAMPAIGN APPROACH

3. CAMPAIGN APPROACH
Targeting customers based on demographic, location, interest, connection & custom. Based on
my Target Persona, I’m targeting according to the factors given below:
Demographic Factors
Age - 20 - 50
Reason: In India, the highest Facebook users are of age group 18-24, 73.8 million Facebook users
are male and 23.4 million are female. And the second highest Facebook users are of age group
25-34 years. The average age to launch startup is 40 years and the average age of successful
startup over $1MM in revenue is 39 years. From my perspective, I’ve targeted age group of 20-
50.
Category - Entrepreneurs, Graduates who are interested in entrepreneurship & Small Business
Owners
Reason: 83% of Indians are more likely to be an entrepreneur. Entrepreneur are in need to grow
their business rapidly. Social media is the best platform to create brand awareness among all
users. Engagement of Entrepreneurs will be high in Facebook.
Location
- India
Reason: India has world’s highest Facebook users over 195 million users.

4. CONTD..
Interest - Marketing
Reason: Marketing is a necessity to any business, any entrepreneur will have interest in marketing
to create brand awareness and promote their product.
Exclude
- Exclude customers who visited e-book page
- Bachelor of Medicine & Bachelor of Surgery
- Some high school leaver and High school
Reason: Audience who already downloaded the e-book, will not download the e-book again.
I’ve excluded Medicine students and high school, from my understanding they are less likely to
be an entrepreneur.
Budget
- $100 (lifetime)
Campaign Duration
- 5 days from 11th August 2018 10:00 to 15th August 2018 10:00 (Pacific time)

5. TARGET PERSONA

6. Background &
Demographics
• Female, 35 years old
• Lives in India
• Masters in Journalism
• Entrepreneur
• Partner is Environment
Consultant
Needs
• Detailed content
• Return on Investment
• Live project
• Immediate feedback
• Instructor to clarify all
doubts
• Learn at own pace, strictly
not time bound
Hobbies
• Watch News
• Read Books
• Pets
• Facebook, Twitter &
Youtuber
Goals
• Be expert in Digital
Marketing
• Apply Digital Marketing
skills in Business
Barriers
• Content unable to
connect to user
• Slow feedback
• Slow internet
Customer Persona
SMRITHI

7. MARKETING OBJECTIVE

8. MARKETING OBJECTIVE
Collect 200 e-mail address of potential students who are interested to enrol in Digital
Marketing Nanodegree program in 5 days of budget $100

9. KEY PERFORMANCE INDICATOR

10. KPI – KEY PERFORMANCE INDICATOR
Number of e-mail address of potential students are collected at the end of 5th day

11. CAMPAIGN SUMMARY

12. CAMPAIGN SUMMARY
Who did you target with your Ad Set and how (demographics, location, interest, behaviour etc.)?
- Targeted Indians of age group 20 -50 and gender of both male and female
- Interested in Education, Social Media (Instagram, LinkedIn, Twitter), Business & Entrepreneurship,
Marketing
- Behaviour
a) Mobile & Tablet users
b) Interest in upcoming events
- Based on my Target Persona, I’ve targeted audience with Facebook campaign duration of 5
days from 11th August 2018 to 15th August 2018
What Ad copy and Ad creatives did you use?
Headline – Download FREE Guide (Ad 1)
Headline – Download FREE Social Media Advertising Guide (Ad 2)
Text – Learn to market your content via Facebook, Twitter, Instagram, Twitter, Pinterest, Snapchat.
Download a Free e-book copy of Social Media Advertising now.
If you made any changes, please describe them
- I kept changing my headline and text to check whether content or image has any major
impact in Ad performance.
- I extended the target age group from 25-40 to 20-50 to have a broader perspective.

13. AD IMAGES

14. KEY RESULTS
Campaign Results Reach Cost per result Amount Spent
AD 1 59 15,760 $0.33 $19.24
AD 2 67 20,360 $0.29 $19.74
AD 3 224 39,312 $0.27 $60.98
OVERALL 350 67,328 $0.29 $99.96

15. CAMPAIGN EVALUATION
- Facebook campaign was success in acquiring 349 leads in 5 days with the budget of $100
reaching audience of 67,328
- I’ve targeted 200 potential customers, but I’m able to reach 349
- Among the three ads, Ad 3 performed better compared to Ad 1 and Ad 2 with 223 downloads
and reaching 39,312 audience
- Ad 3 fetched more likes, comments and shares compared to Ad 1 & Ad 2
- I’ve enabled budget optimization, initially it cost me $0.40, based on my ad performance, and
at later stage it cost me $0.29 to acquire a lead
- From my result, age group 20-24 of male gender performed better
- Mobile device acquired more leads and reached audience of various platform
Return On Investment
Cost per result = $0.29
Acquired lead = 350
Amount Spent = $99.96
Calculated ROI = ($15 * 350) / $99.96 = 52.5 => campaign ROI positive

16. CAMPAIGN EVALUATION: RECOMMENDATIONS
• If my budget and campaign duration was higher, I will target
- Experiment with different interest, behaviours, regions, education & profession to understand
better audience behaviour
- Images have greater impact in online campaign, so will try out different images that relate to
content and should have attracted more audience
- Targeting age group of 20 -30 of gender male of various regions will achieve better result
- I will focus on publishing my content in Facebook and Instagram as it fetched me maximum
lead
- I will define my audience better, so I can generate maximum number of leads of effective
amount spent on campaign

17. APPENDIX
SCREENSHOTS FOR REFERENCE

18. CAMPAIGN RESULTS PERFORMANCE

19. CONTD…

20. CAMPAIGN RESULT DEMOGRAPHIC

21. CONTD…

22. CAMPAIGN RESULTS PLACEMENT

23. CONTD..

24. AD SET DATA: PERFORMANCE

25. AD SET DATA: DELIVERY

26. AD SET DATA: ENGAGEMENT

27. REFERENCE
1. https://www.statista.com/statistics/717615/india-number-of-facebook-users-by-age-and-
gender/
2. https://timesofindia.indiatimes.com/business/india-business/83-of-indian-workforce-prefers-
to-be-entrepreneurs-survey/articleshow/59987493.cms