Evaluate a Display Campaign

2. Assumptions
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.
Campaign: We want to aggressively grow the program,
but, we want to do it without losing money.

3. 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

4. Part 1
Evaluate a Display
Image Campaign

5. Display Image Campaign:
Overall Results
Find below the overall results of the Display Image
Campaign targeting the Affinity Audience. The Affinity
Audience consisted of Business Professionals Social
Media Enthusiasts.

6. Results:
Calculate the ROI
1. Present the results of the overall campaign by
completing the table below.
2. Highlight Key Results
3. What was the overall ROI of the campaign? Was it
Positive or Negative?
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1243 200,957 0.62% $0.36
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$$ 0 $149.05
$448.95 0.2% 2 $224.475 $149.05
or
+33.199%

7. 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: A/B test different colors
Suggestion 2: A/B test different creatives
Suggestion 3: A/B test different Ad copy and
highlight the vlaue propositon

8. Part 2
Evaluate a Display
Image Campaign

9. 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.

10. Results: Calculate the ROI
1. Present the results of the overall campaign by
completing the table below.
2. What was the overall ROI of the campaign? Was it
Positive or Negative?
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
407 67,833 0.60% $0.57
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$
$231.99 0.2% 1
$231.99 $67.01
or
+28.884%

11. 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 etc…)
Suggestion 1: Keywords with high CPC needs to be
paused
Suggestion 2: A/B test different creatives
Suggestion 3: A/B test different headlines
Suggestion 4: Include reviews and reccomendations
from students who have graduated from DMND and
are now successfully placed in famous companies
or are successful freelancers.

12. Part 3
Evaluate a Display
Image Campaign

13. Display Image Campaign:
Overall Results
Review below the overall results of the Display Image
Campaign targeting visitors to the Digital Marketing
Nanodegree Program landing page

14. Results: Calculate the ROI
1. Present the results of the overall campaign by
completing the table below.
2. What was the overall ROI of the campaign? Was it
Positive or Negative?
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
670 109,994 0.61% $0.35
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
0.2% 1
$234.50 0.2% 1 $234.50 $64.5
Or
+27.5%

15. 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, adding or changes to
targeting, etc…)
Suggestion 1: A/B test different colours
Suggestion 2: A/B test different ad creatives
Suggestion 3: A/B test different Ad copy and
highlight the value proposition
Suggestion 4: Experiment with better attractive
headlines that attracts younger people.
Suggestion 5: Entice students with offers. After all
students are always short on money.

16. Part 4
Results, Analysis, and
Recommendations

17. Which campaign performed the best? Why?
Campaign 1 (Affinity Audience) performed best with 2 conversions and a 33.199% ROI,
given the assumed Conversion Rate of 0.2%
All three campaigns have about the same CTRs ie, 0.62%,0.60% and 0.61% so they
attract viewers at about the same rate, which means the difference in performance is
largely due to the difference in number of impressions,of which the first campaign has by
far the most (being the reason for top rank in performance and conversions)
All this is probably due to the type of targeting ie the size of the target audience or the
reach,which would be greatest for all business professionals or social media users for
campaign 1, followed by visitors of the DMND (for campaign 3) and apparently the
DMND’s partner’s landing pages (for campaign 2)

18. Recommendations for future campaigns
Suggestion 1 :If I get some additional time and budget, first I would performed the tests I
suggested above for campaign 1 and campaign 3 respectively to enhance their
performance.
Suggestion 2: Since campaign 2 performed much less than other two campaigns (
although campaign 2 still has a positive ROI), I would like to pause the keywords with high
CPCs. If the performance of campaign 2 doesn’t improve drastically this campaign must
be paused to free budget for other more promising campaigns.
Suggestion 3:Expand the list of keywords with keywords similar to the best performing
keywords. We can make campaign more efficient by optimizing our keyword list. The most
important strategies are adding long tail keywords and pausing the expensive keywords.
Suggestion 4: Include reviews and recommendations from students who have passed out
from Udacity DMND program and are now successfully working in their respective fields
Suggestion 5: Include offers and headlines to entice young students who are eager to
learn but have monetary limitations