P8 dmnd project portfolio

1. 1.Customer Journey Based Marketing Plan

2. What: your offer

3. Digital Marketing Nanodegree Program 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.

4. Marketing Objective: Digital Marketing Nanodegree Program 200 new enrolments for digital marketing nanodegree program in 3 months in a budget of $50000.

5. Who Are Our Customers

6. Hobbies 1. Sample 2. Sample 3. Sample Barriers 1. Sample 2. Sample 3. Sample Goals 1. Sample 2. Sample 3. Sample 4. Sample 5. Sample Target Persona Background & Demographics 1. MALE 2. 24 YEARS 3. BACHELOR DEGREE 4. WORKS IN IT INDUSTRY 5. $50000 PER ANNUM Hobbies 1. GAMING 2. BLOGGING 3. SWIMMING 4. MUSIC Barriers 1. TIME RESTRICTIONS 2. LACK OF CLASSROOM INTERACTION Needs 1. IDENTIFY MY ABILITIES AND SKILLS 2. CREATING NEW JOB OPPERTUNITIES 3. WORKING ON REAL TIME OROJECTS. MUAAZ Goals 1. TO BE AN EXPERT IN MARKETING 2. TO START MY OWN BUSINESS

7. Phases of the Customer Journey

8. When+How+Where = Marketing Tactics Customer Journey Awareness Intent Desire Action Post Action Message • Describe DMND program. • What will it provide to target persona. • will explain the value of this program. • How this stands out from others programs. • Interaction with mentors to confirm the quality of learning • A portfolio of work. • 25% off the course for first the enrolments on the first month. • Projects with live campaigns • Personal mentor support • Recognised certification . • Access to resources • Generate new career developm ent programs . Channel • Blogging • Link with descriptive landing pages. • Create a display and video ads. • Social media feed • Social media feed • Create display and video ads • Search engine ads • Email marketin g • Search engine ads. • Dislay and video advertise ments. • Emails • Email • Social media

9. 2. Budget Allocation

10. Digital Marketing Nanodegree Budget Allocation for Media

11. Awareness: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook $6000 $1.25 4800 0.05% 2.40 AdWords Search $2000 $1.40 1428.58 0.05% 0.72 Display $1000 $5.00 200 0.05% 0.10 Video $2000 $3.50 258.72 0.05% 0.13 Total Spend $10000 Total # Visitors 6687.30 Number of new Students 3

12. Interest: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook $6000 $0.50 12000 0.1% 12 AdWords Search $2000 $1.50 13333.34 0.1% 1.34 Display $1000 $3.00 333.34 0.1% 0.34 Video $1000 $2.75 363.64 0.1% 0.37 Total Spend 10000 Total # Visitors 14030.32 Number of new Students 14

13. Desire: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook $16000 $0.30 53333.34 0.3% 160 AdWords Search $8000 $1.50 5333.34 0.3% 16 Display $3000 $3.00 1000 0.3% 3 Video $3000 $2.75 1090.91 0.3% 3 Total Spend $30000 Total # Visitors 60757.59 Number of new Students 182

14. 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 10000 6687.30 3.35 $299 1001.65 -8998.35 Interest 10000 14030.32 14.05 $299 4200.95 -5799.05 Desire 30000 60757.59 182.28 $299 54501.72 24501.72 Total 50000 82330.91 199.68 $299 59704.32 9704.32

15. Additional Channels/Recommendations: • Time and scale operations – using strategic SMARTER goals for all the channels will increase ROI for a long term marketing plan. • Adding more engaging content- like vlogs, blogs and also like students sharing about their experience so far. • Effective KPIs, A/B testing and email marketing tool will guide us.

16. 3. Showcase Work

17. Market your Content

18. Marketing Objective Udacity digital marketing nanodegree program have a marketing objective of gain 50 blog followers in june 2018.

19. KPI The KPI is according to marketing objective number of followers gained in June 2018.

20. Target Persona Target Persona Background & Demographics 1. MALE 2. 24 YEARS 3. BACHELOR DEGREE 4. WORKS IN IT INDUSTRY 5. $50000 PER ANNUM Hobbies 1. GAMING 2. BLOGGING 3. SWIMMING 4. MUSIC Barriers 1. TIME RESTRICTIONS 2. LACK OF CLASSROOM INTERACTION Needs 1. IDENTIFY MY ABILITIES AND SKILLS 2. CREATING NEW JOB OPPERTUNITIES 3. WORKING ON REAL TIME OROJECTS. MUAAZ Goals 1. TO BE AN EXPERT IN MARKETING 2. TO START MY OWN BUSINESS

21. The theme and framework of your blog post? THEME The reason to choose Digital Marketing Nanodegree Program FRAMEWORK SCQA framework SITUATION she wants to enhance her digital marketing skills so she is looking for an online course due to time restrictions and personal commitments. COMPLICATION It was quiet difficult to decide the right online course because there are so many online courses avaliable on the market. QUESTION How will she find the right course for her? ANSWER Finally she found the right course which is udacity digital markrttng nanodegree which provides an oppertunity to run live campaigns that will provide him real time working experticence and where it will provide good job oppertunities too. ● Why have you decided to take the Digital Marketing Nanodegree Program? ● Choose a successful or creative marketing campaign that you love. What is the story being told by the campaign and why do you love it, why did it catch your attention? 2. What is the framework of your blog post? ● SCQA also called the Pyramid Principle ● Pixar Framework

22. Why I chose Digital Marketing Nanodegree by Udacity. ● Learn from the most experienced instructors. ● Running live campaigns gives real world working experience. ● Partnership with Google, Facebook, Hootsuite, MOZ etc. ● Teaches from begginers to an expert level.

23. The blog post on Medium.com The reason for me to choose Digital Marketing Nanodegree, http://bit.ly/2JoeloL http://bit.ly/2JoeloL

24. Summary ● Facebook – on this channel I have a diverse network. So this can create awareness among many of them about the content. I can have an understanding about the how many people have got an awareness about the content features like “Share” and “like”. ● Twitter – this channel has got a strong platform to share the content among a larger crowd. ● Linkedin – this channel has got all my professional network. That can deliver the content to a particular relevant crowd.

25. Facebook Post

26. Twitter Post

27. LinkedIn Post

28. Extra Credit: Post Online & Share Your Results Platform Traffic Likes Shares Comments Notes Blog Medium 29 0 0 Social Platform Faceboo k 10 4 0 Social Platform Twitter 1 1 0 This is a new account and I have only very few friends. I will increase the amount of friends in few days. Social Platform LinkedIn 1 0 0 This is a new account and I have only very few friends. I will increase the amount of friends in few days.

29. Run a Facebook Campaign

30. Search Engine Optimization (SEO) Audit

31. SEO Audit Project 4

32. On-Site SEO

33. Head keywords Tail Keywords Digital Marketing Digital Marketing nanodegree Online courses Digital Marketing online courses Nanodegree Free digital marketing online courses Udacity Digital marketing online course with live campaigns Online Training Best digital marketing online training KEYWORDS

34. Head words According to MOZ keyword explorer most potential head keywords found was “DIGITAL MARKETING”,”ONLINE COURSES ” and “UDACITY” with high monthly volume of 9.3k – 11.5k.

35. Head words According to MOZ keyword explorer most potential head keywords found was “DIGITAL MARKETING NANODEGREE” with a high CTR of 83% and it shows less difficulty 33%.

36. Technical Audit: Metadata DMND URL: http://dmnd.udcity.com/ Current Revision Title Tag Udacity Digital Marketing Nanodegree Program Website No changes need to made in the title tag Meta Description Empty Running live campaigns gives real world working experience and not only that you get the oppertunity to learn with the top experts in the field. Alt Tag Only images are added here Udacity Digital marketing nanodegree program logo Course content partners Course instructor Online classroom

37. Suggested blog topics Topic 01 E-Learning I chose this topic because in peoples busy life style online courses gives them the flexibility in time. Topic 02 10 Reasons for digital marketing nanodegree by udacity to be popular. I have chose this topic to create a brand awareness. Topic 03 Attending digital marketing nanodegree is good for your career development This blog will be completely targeting the students who want to develop their career in digital marketing.

38. Off – Site SEO

39. Technical Audit : Backlink Audit Backlink Domain Auhority 01 https://www.nytimes.com/2012/11/04/education/edlife/massive- open-online-courses-are-multiplying-at-a-rapid-pace.html 99 02 https://www.reddit.com/r/AskReddit/comments/tmtd4/what_are_t he_most_intellectually_stimulating/ 99 03 https://edition.cnn.com/2012/07/05/opinion/bennett-udacity- education/index.html 99

40. Link - Building Site Name Site URL Organic Search Traffic 01 coursera https://www.coursera.org 6.2 M 02 forbes https://www.forbes.com 38.1M 03 udemy http://www.udemy.com 10.3M

41. Page index According to the following test dmnd.udacity haven’t got the index page due to poor site architecture or internal linking. This issue can cause negetive imact to the site. It is important to index the page on Google, the number of pages that are indexed is required for SEO performance and also this number will give a better understanding about number of pages in the searchengine and that are eligible to earn traffic.

42. Page Speed Faster pages both rank and convert better. Hence it needs to evaluate the page speed. Page speed for mobile

43. Page speed for desktop

44. Mobile-Friendly evaluation It is important to optimize your website for mobile devices to drive your traffic to the website Because mobile user found to be abundance when compared with the desktop user. And also It reflects on the increment in the conversion and reduce bounce rate of your website.

45. Recommendations • Based on the study I have done on the http://dmnd.udacity.com, I have identified the following issues, • No indexed page due to poor sitearchitectue • mobile speed performance is bad • Missing Alt tags • Missing meta description tags • Unclear URL structure • More pages need to be included to the website which are linked to the landing page. Increase google indexing by using relevant content, title tags, Alt tags, meta description tags. Because of that pages can be indexed by the search engine not only it will also enhance the ranking of the site. • Also they need to mention a unique and attractive meta description so that the audience can get a brief idea about the page by looking at the search results. A good meta description can grab more audience to the page. As I mentioned on the previous point it will also enhance the page rank. • So far Alt-Tag section has only got images, as per my suggestion they need to add unique eye catching short text description too. •§ Another issue that we need to overcome is poor page speed. So for that we need to follow the followings, § Page has 1 blocking script resources and 2 blocking CSS resources. § Formatting and compressing images that can save many bytes of data. § Compressing resources with gzip compression or deflate compression can reduce number of bytes sent over the network. § Compacting the JavaScript code and compacting HTML code can save many bytes. § Restructure the URL – https://digitalmarketing.udacity.com. Instead of dmnd.com. Because its easy for audience to understand what dmnd stand for.

46. Run an Adwords Campaign

47. Evaluate a Display Advertising Campaign

48. Project 6: Evaluate a Display Ad Campaign

49. Results: Calculate the ROI Clicks IMP CTR Avg CPC Cost Conversion rate No of new students CPA ROI 1973 282,066 0.70% $0.44 $872.51 0.2% 4 218 $324 • This image campaign had a positive ROI of $324.

50. Which Ad Group Performed Better? Creative Clicks Impressio ns CTR Avg CPC Cost Conversio n Rate # of New Students CPA ROI +/- Creative - A 1531 216,199 0.71% $0.45 $686.27 .2% 3 229 210 Creative - B 442 65,867 0.67% $0.42 $186.24 .2% 1 186 113 Campaign A is a well performed campaign, because it has got 1531 clicks and also the ROI is 210 which is a positive ROI compared to campaign B. there are few reasons to campaign A to perform well. They are listed below: • Related image to the campaign • Eye catching headline and description

51. Keyword Clicks Impressions CTR Avg CPC Cost 1 Market online 236 20750 1.14% $0.5 $118.64 2 Online marketing course 226 38259 0.59% $0.28 $63 3 Digital marketing training 57 8224 0.69% $0.54 $30.75 4 Marketing course 19 1999 0.95% $0.27 $5.14 5 Marketing careers 14 2998 0.47% $1.68 $23.5

52. How would you optimize this campaign? Suggestion 1: on campaign B we can change the image, headline and the description so that we can evaluate the results in much better way among campaign A and campaign B. Suggestion 2: if the ad campaign B is not performing well I would suggest to keep it pause and only run the campaign A which is performing well. Then create another ad with different and eye catching headlines and descriptions. Suggestion 3: campaign can be more efficient by optimising the keyword list. The important strategies are adding long tail keywords and pausing the costly keywords.

53. Results: Calculate the ROI creative clicks IMP CTR Avg CPC cost Conversio n rate No of new students CPA ROI Campaig n results 1892 157,51 7 1.20% $0.03 $825 .61 0.2% 4 206 $372 This campaign had a positive ROI of $372

54. Which Ad Group Performed Better? Creative Clicks Impressio ns CTR Avg CPC Cost Conversio n Rate # New Student CPA ROI +/- Campaign A 453 54,312 0.83% $0.64 $290.21 .2% 1 290 9 Campaign B 1439 103,205 1.39% $0.34 $535.40 .2% 3 178 363 According to the data provided campaign B is performing better than campaign B. Because campaign B is using long tail keyword. As we know long tail keyword works better than the head keyword. As shown on the above table campaign B got a positive ROI of $363 and a lower CPC of $0.34. not only that campaign B Converted 3 new students to the DMND program.

55. Key Campaign Results (Keywords) 5 key words that performed well – online market video, ad advertisement, digital learning course, course digital marketing, SEO Among all 5 keywords mentioned above, Ad advertisement keyword had performed well, as it has got 510 clicks, $017, 1 new student converted and had a positive ROI of $214. these keywords are good because they are long tail keyword. They are the ideal keywords for my targeted audience.

56. Keyword Clicks Impressio ns CTR Avg CPC Cost Conversio n Rate CPA # New Students ROI +/- Online marketing video 495 42440 1.17% $0.51 $253.23 .2% 1 253 46 Ad advertiseme nt 510 24172 2.11% $0.17 $85.58 .2% 1 85 214 Digital learning course 207 14198 1.46% $0.31 $64.99 .2% n/a 0 -64.99$ Course Digital marketing 106 8726 1.21% $0.43 $45.50 .2% n/a 0 -45.50$ SEO 102 9197 1.11% $0.48 $48.81 .2% n/a 0 -48.81$

57. Suggestions Suggestion 1: according to the given results campaign had a positive ROI and generated many views so this shows have reached many customers who at their first stage of their customer journey. There was a good chance that the campaign had an effect might convert in the future, and it is measured by looking at the clicks. Suggestion 2: pause the campaign with the short keywords list and run another effective campaign with long keywords. The best idea for effective campaign is to pause the campaign with high CPC. Suggestion 3: pause the keywords with high CPC and expand the keyword list similar to the best performing keywords.

58. Recommendations for future campaigns ○ Would you focus on certain Ad Groups, Ads or Keywords? Yes, I will surely focus on ads and keywords because to make the campaign success. I will focus more on creating an ad with a better description and a headline. I will choose the ideal image for my campaign which will show what exactly targeted audience is expecting and to make sure when they click on the ad they are directed to the landing page which they expecting. ○ Would you change any of your existing Ads or Keywords or add any new ones? Yes, I will do few changes in the keyword list. while running a campaign with short keyword list and with high CPC,I will pause the campaign with short keywords with a higher CPC. I will pause the campaign and will add more attractive and effective long tail keywords with a lower CPC. It is very important to optimize the keyword list to have a successful campaign.

59. ○ Would you set up an A/B test, and if so, how would you go about it? To do a proper A/B test I will choose two ad group with different headline, description, image or video and keyword list , so that in the future if I want to evaluate the results it becomes more easier to evaluate the results. It becomes very easy for me to evaluate the results. So that its helps in making decisions that which campaign need some changes and which one I’m going to continue with. ○ Would you make changes to the landing page, and if so, what kind of changes and why? If you consider any campaign main part is the landing page. So its important that it should be a very clear to your targeted audience so for the landing page I will select an image which will define what we are offering and also the content of the landing page . it should be not long and confusing so I will try to keep it short and understanderble.

60. Market with Email

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