Project 2

Evaluate
a Facebook
Campaign

Abd El-Meniem Mohamed

Campaign Summary
Marketing Challenge #1:
Digital Marketing Nanodegree Program
Udacity is working to attract students for this Digital Marketing Nanodegree Program.
More specifically, to collect email addresses of potential students who might be interested in
taking this course. In order to do this, we have created a landing page, where prospective
students can download a free eBook if they provide us with their email address. The eBook
– a Social Media Advertising Guide – is a short excerpt from the Digital Marketing
Nanodegree Program, with content from the Social Media Advertising course.

For the purpose of the projects, assume costs of $0 for the eBook and a conversion value
(revenue) of $25 per collected email address.
Landing Page
Marketing Objective & KPIs

Marketing Objective:
● To collect new email addresses of 50 potential
students for the Digital Marketing Nanodegree
Program.
● For a one week running campaign.
● Having a lifetime budget of $1000

KPI:
● Number of eBook downloads.
Target Persona
Background and Demographics Target Persona Name Needs
● Age 27 ● Flexible study schedule
● Female ● Jessica ● “Bite-size” chunks of
● Graduated from learning
university
● Employed
● Lives in a mid-size US city

Hobbies Goals Barriers

● Hiking ● Transition into a new ● Limited time for
● Photography career in digital studying/learning new
● Walking her dog marketing skills
● Get a job with higher ● Unsure how to break into
earning potential/path a new industry
to advancement
● Meet other marketers
Ad Set
The following three ads are the Ad Set we have
designed to target that persona on the previous slide.

Ad One Ad Two Ad Three

Ad One
Ad Two
Ad Three
 Results
Ad Name Amount Spent Impressions Reach Frequency Link Clicks Results (Leads)
Ad One (notebook & icons) $258.43 14,270 2,913 4.9 53 13
Ad Two (Media guide book) $566.09 34,879 7,717 4.52 146 43
Ad Three (person on laptop) $175.48 11,149 2,381 4.68 54 10
Overall $1,000.00 60,298 13,011 14.1 253 66

Click To Cost per

Ad Name CPM Link Click-Through Rate CPLC
Lead Rate Results
Ad One (notebook & icons) $18.11 0.37% $4.85 24% $20.20
Ad Two (Media guide book) $16.23 0.42% $3.86 29% $13.25
Ad Three (person on laptop) $15.74 0.48% $3.26 19% $17.17
Overall $50.08 0.42% $11.97 24% $50.62
 Campaign Evaluation
● I targeted females who are in 27 age, Lives in a mid-size US city with interests X Æ A-12: Kindly mention in detail the parameters
you'd choose based on the targeting like geography,
in digital marketing. demographics, interests, etc.

Click To Cost per X Æ A-12: Kindly note that the requirement here is to
Ad Name CPM Link Click-Through Rate CPLC share the formulas for each KPI, and not the results.
Lead Rate Results
Ad One (notebook & icons) $18.11 0.37% $4.85 24% $20.20
Ad Two (Media guide book) $16.23 0.42% $3.86 29% $13.25
Ad Three (person on laptop) $15.74 0.48% $3.26 19% $17.17
Overall $50.08 0.42% $11.97 24% $50.62

X Æ A-12: Kindly also look at the leads generated and

● Best Performance is AD3 due to low cost of (CPLC) with high link clicks & high cost per result. You'll find that ad 2 in fact does better
in this regard. Would you still conclude ad 3 did better?
reach compared with AD2 if we spent the same budget.
● I can optimize the campaign as follow:
- Make a clear call to action related to the campaign.
- Make the content to be clear without being “see more” whatever X Æ A-12: Can you mention how you can do that here?

mobile device or desktop.
- Considerate that the text in design to be not more than 30%.
● The campaign overview performance is well regarding the marketing
objective as we have overall 66 results.
X Æ A-12: Kindly also look at the A/B test that was
performed in this instance. We need you to also
provide inputs on the next iteration of the ad campaign
X Æ A-12: Correct!
Campaign Recommendations
My recommendations to improve the campaign:
● I will think of Ads to target different segments.
● I will do another target persona for males, Reagrding it I will do more
segmented targetting. X Æ A-12: Remember that even for the next iteration,
● I will expand the locations to increase the reach. we are targeting the same geography. Will you target
more locations in the US for this ad?
● Increasing more interests in targetting.
● Make a different content for the Ads. X Æ A-12: Please mention which interests will you
expand to?
● I will not make any changes in landing page.
● My iteration to the A/B test is to change the content of ADs (make it different X Æ A-12: Please see that we need to provide at least
one recommendation for the landing page
contents , not the same).
I can add new AD copy depending on the new target persona I’ll add.
X Æ A-12: Do you mean using the same image but with
● different content to make the A/B testing on content? If
● I can optimize the campaign as follow: so, please write accordingly

- Make a clear call to action related to the campaign.

- Make the content to be clear without being “see more” whatever
mobile device or desktop.
- Considerate that the text in design to be not more than 30%.