Run a Facebook Campaign

1. Tuhin Subhra Giri
Facebook campaign evaluation

2. Campaign Approach
. Identify target audience by location,age,interest and behavior based on following:
1.Location: I chose India and US as preffered location as these are some of the countries with the largest
user base on Facebook(~2.4M daily active users),which gives me a wider reachability
2. Age group: I chose age limit from 25 to 35 because at thise age, people mostly complete their higher
education and look fro specific skills to establish themselves professionally.
3.Interest and behavior: Based on age limit I target people who are interested in marketing and have
completed their higher education
.Budget for the campaign and scheduling the campaign
As per Udacity’s norms I set the budget of $100 and scheduled the campaign for 5 days
.Create the content for the campaign
While creating the content I chose concise text line to attract the target audience. It’s very important to
keep the text unique and short because that’s the main attraction point why people will click on the link.
Also the most essential part is “Image” that shows about what you are talking about your brand. I keep in
mind that the ad copy matches the image and the content of my landing page

3. Target Persona
Background and
Demographics
Subham Bhattacharya Needs
Hobbies Goals Barriers
-Male: Early 30s
-Single
-Working as a Consultant in tech
sector
-Undergrad in Physics
-HH income of Rs150K
-Lives in Kolkata
-Experts in the field to help learn
of new technology
-Help outside of work
-An online community to support
education needs
-Cheap and time friendly
resources
- Photography
-Gardening
-Reading
-Travel
-Surfing The web
-Change career into a different
role in a different industry within
1yr
-Expand knowledge of digital
marketing foundations,and other
new areas relevant to future
career
-Start a new business
-Lack of relevant educational
resources at work
-Companies don’t value digital
marketing as much as traditional
marketing
-Limited time and budget for education

4. Marketing Objective
Attract the prospective candidates for the DMND
program and encourage them to download our free
eBook and gather 100 email id’s and I have marketing
budget of $100 and in a time frame of five days

5. KPI
Here are few KPIs for my marketing objectives:
.Number of eBook downloads

6. Campaign Summary

7. 1.Campaign Summary
Campaign & Ad Set: Sample
.Campaign name screenshot
.Ad Set screenshot

8. 1.Campaign Summary continued
● Demographics, Locations , Interests , and Behavior screenshot
● Budget and schedule screenshot

9. 2.Ad Summary
Ad name screenshot

10. Ad Summary continued
● Ad text , headlines and destination URL screenshot

11. Ad Summary continued
.Ad creative screenshot

12. Ad Images 1

13. Ad Image 2

14. Ad Images 3

15. Key Results
Present the most important metrics per ad
Campaign Results Reach Cost
per
result
Amount
Spent
Ad One 90 22,188 $0.64 $57.17
Ad Two 24 8,300 $0.64 $15.36
Ad
Three
68 15,484 $0.40 $27.47
Overall 182 38,608 $0.55 $100

16. Campaign Evaluation
The success of the campaign, given the marketing
objectives, have been evaluated based on the parameters
given below
a. Which ad performed best?
Answer: Ad 1 performed best, it reached 22,188 people and
gave 90 results.
Note: Screen shots to show performance of each ad have been posted in screenshot section, they include
graphs and stats for reference
b. Was your campaign ROI positive?
Answer: ROI for DMND
=($15X182)/$100
=27.3
Hence the ROI for this campaign is positive

17. Campaign Evaluation:
Recommendations
The goal of this campaign was to attract potential candidate for
DMND program. It reached 38,608 people and includes 4 comments ,
8 shares, generated 182 results
If I get additional budget for my next campaign, based on my
experience and findings with last campaign .I will definitely make
some changes in Ad content and will focus more on
demographics(like broadening the geo location), interest and
behavior (making it more specific to digital marketing) to make it
broader and more relevant. Next time will use more attractive and
attention seeking images which attract more potential candidate. One
more important thing is I will extend the timeframe of my campaign,
(this time I only got 5 days to campaign), so I get better results.

18. Appendix
Screenshots for
Reference

19. Campaign
Performance

20. Campaign Demographics

21. Campaign Placement

22. Ad set Performance

23. Ad set Performance (continued)

24. Ad set Engagement

25. Ad set Delivery

26. Ad image 1 (Performance)

27. Ad image 1 ( demographics)

28. Ad image 1 (placement)

29. Ad image 2(Performance)

30. Ad image 2 (Demographics)

31. Ad image 2 Placement

32. Ad image 3 (Performance)

33. Ad image 3 Demographics

34. Ad image 3 Placement