GLOBAL FILM PROJECT EMAIL

AND PPC CAMPAIGN

Anna Lisa Casu
N00226451

Higher Diploma in Business in Digital Content Development

Digital Marketing CA2
Contents
Digital Marketing CA2 – Global Film Project Email and PPC Campaign .................................................. 2
Introduction ........................................................................................................................................ 2
The brand ............................................................................................................................................ 2
Persona ............................................................................................................................................... 2
E-mail campaign .................................................................................................................................. 4
Smartphone Filmmaking Workshop landing page .............................................................................. 6
Landing page keywords ................................................................................................................... 7
Competitors’ SEO ............................................................................................................................ 7
Smartphone Filmmaking Workshop Display Ad .................................................................................. 9
Keywords add group ..................................................................................................................... 10
Display Ad A/B test examples........................................................................................................ 11
Display Ad text .................................................................................................................................. 12
Blog landing page .............................................................................................................................. 12
Blog post Search Ad .......................................................................................................................... 14
Search Ad keywords ...................................................................................................................... 15
Ad copy.......................................................................................................................................... 16
Conclusion ......................................................................................................................................... 17
Bibliography .......................................................................................................................................... 19

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Digital Marketing CA2 – Global Film Project Email and PPC Campaign
Introduction
The aim of this paper is to outline the goals, metrics and development process of the e-mail campaign
and Display Ad campaign for the Smartphone Filmmaking Workshop and the search campaign for a
blog post that is part of the Global Film Project’s website.

The brand
The Global Film Project is part of the Dublin Smartphone Film Festival, a platform for non-professional
filmmakers that offers the opportunity to create a community, attend workshops, listen to podcasts,
and read blogs about smartphone filmmaking.

Global Film Project doesn’t exist in real life as a stand-alone business. I have imagined the Global Film
Project as a separated website, powered by the Dublin Smartphone Film Festival: a platform for non-
professional filmmakers from all over the word to come together and create films with smartphone,
sharing experiences, tips, and knowledge. I have created a website for the Global Film Project, with
two landing pages linked to the PPC campaigns and the email campaign.

Persona
The persona’s profile has been designed using information from the Dublin Smartphone Film Festival’s
Director observations on the past smartphone filmmaking workshops attendants and available Google
Trends data.

The brand’s buyer persona of the Global Film Project is a middle-aged professional, with a background
in art but not necessarily working in the art industry. They are passionate in art and films, but they are
not immersed into a community of filmmakers to connect to. They would like to learn more about
filmmaking, but they don’t have a high budget to buy expensive instruments.

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According to the data collected with Google Trend, this kind of audience, interested in filmmaking, is
particularly active in the early hours of the mornings (5am).

Google Trends 2023

The main location is the Dublin area.

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Google Trends 2023

Email campaign
The email is built in Mailchimp. The email is a newsletter sent to subscribers and it aims at the sales
of the tickets for Smartphone Filmmaking workshop.

Download newsletter screenshot below

Newsletter.png

The design of the email is very simple and kept to minimal: logo with name of the business on the top,
hero picture with main info. The image is clickable and links to the landing page.

The picture is followed by a short text with the description of the workshop.

The email ends with a call to action – LEARN MORE button – that links to the landing page. Once the
user lands on the website, they can click again on the SIGN ME UP button and buy their ticket straight
away or read more about the workshop.

The colour palette is black/green/white with strong contracts for brand consistency with the website.

The layout is centered to draw the eyes toward the CTA LEARN MORE.

The hero image has been created on Canva, using original material from one of the workshops of the
Dublin Smartphone Film Festival 2022. The fonts and colours used are consistent with the brand. The
image on the picture is a smartphone on a holder and tripod, instruments used for smartphone
filmmaking. The user will have the feel of what the workshop is about.

In the text the email refers to the recipient by name. The content is relevant as the target is people
that have already participated in the festival and the workshops the previous years or have subscribed

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to the newsletter after landing on the website. The email is offering a workshop on smartphone
filmmaking, whose target audience is a very specific niche that have been previously reached via
organic SEO and PPC.

In the mailing list, the target is people who are interested specifically on smartphone filmmaking
workshops (editing, shooting, and writing) and have low spending budget (5-15 euros).

The incentive to click on the button is that tickets are limited but still available.

The email comes from the Global Film Project (in real life the email address would be
info@globalfilmproject.com or anna@globalfilmproject.com), the subject line is “Smartphone
Filmmaking Workshop”, and the preview text is “Join our community and learn how to shoot a film
with your smartphone like a pro”. The words Smartphone Filmmaking Workshops and community are
the most relevant to our target persona and their goals: learning how to shoot a film with their
smartphone and meet people with the same interests to connect to.

According to the website WordStream the best days to send a newsletter are Wednesday and Thursday

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Word Stream 2022

The best time is 2pm

Word Stream 2022

Smartphone Filmmaking Workshop landing page

The landing page for the email campaign and the Display Ad campaign is the Smartphone Filmmaking
Workshop page on the website: https://lisacasu9.wixsite.com/globalfilmproject/smartphone-
filmmaking-workshop

The goal of this page is to sell tickets to the workshop.

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In this page the user can read more about the workshop and sign up/buy their ticket.

The target of this landing page is the Global Film Project’s buyer persona.

This landing page is interesting for this persona as they are looking to connect to a community of
people likeminded and have a hand-on experience producing a film with their smartphone and limited
budget.

Landing page keywords

The keywords selected are the following:

• Smartphone Filmmaking
• Smartphone filmmaking course

Other keywords present in the report produced using Word Stream are not relevant to the page.
However, they are relevant to the blog landing page, which has a call to action to go to the Smartphone
Filmmaking Workshop page.

Download keywords full report below

Word Stream Keywords Report.png

• Page title tag keywords: Smartphone Filmmaking workshop

• Page URL keyword Smartphone Filmmaking workshop
• Meta Description keywords : smartphone filmmaking
• H1 tags keyword: SMARTPHONE FILMMAKING
• Article/Page copy keyword: smartphone filmmaking
• Images – Alt Text. Titles: smartphone filmmaking

Competitors’ SEO
To search the competitors’ keywords, I used the extension for Google Chrome Keywords Everywhere.
This tool shows the keywords used on every web page. It is important to note that I couldn’t find any
competitor that would run an in-person workshop in Ireland, therefore I had to check for online
courses or courses held abroad.

1. Raindance (https://raindance.org/courses/hands-on-smartphone-filmmaking/)

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2. Poca Productions (https://pocaproductions.ie/) – No keywords detected

3. Udemy (https://www.udemy.com/)

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The keywords used by the competitors are the following:

• Smartphone filmmaking
• Filmmaking with smartphone
• Smartphone filmmaking pro
• Smartphone filmmaking course

From the research it appears that all the landing pages for the workshops use the same keywords,
therefore the competition is quite high.

Smartphone Filmmaking Workshop Display Ad

The goal of the Display Ad is to sell tickets for the Smartphone Filmmaking Workshop. Google Ads
recommended a daily budget of €38.20, but we will start a trial with a budget of €5 per day. For this
budget Google Ads estimates 324 weekly clicks (average CPC €0.11). This amount of click is enough
given that the workshop can host 50 participants, and the ticket is €10.

The bidding is on click. We want users to click on the link and buy their tickets. This is an in-person
workshop aimed at people living in Dublin. The target audience is the Global Film Festival’s persona.

Audience Segment:

• Search: Filmmaking
o Research and planning:
▪ Arts & Design Education
▪ Video Editing & Production Software
o Interest and Habits
▪ Fans of South Asian Film
▪ Sci-Fi & Fantasy Movie Fans
▪ Comedy Movie Fans

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 ▪ Actions & Adventure Movies Fans
▪ Documentary & Non-fiction TV Fans
▪ Fans of new and upcoming films
▪ Art & Theatre Aficionados
▪ TV Comedy Fans
▪ Horror movie fans
o Detailed demographic:
▪ Advanced degree
▪ Current University Students
▪ Bachelor’s Degree

The display ad runs until the 29th of April. Monday to Friday, 5am-9am

The success of the campaign will be monitored with Google analytics and measured on the numbers
of conversions (tickets sold) and Cost per conversion: the ticket is only 10€, therefore we need to make
sure that the ROI of the Display Ad is good enough to cover the costs of the workshop.

Keywords add group

The keywords are related to the interests of the target persona:

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Display Ad A/B test examples
I used two images for the Display campaign with smartphone filmmaking in action. One image has text
on it, and it is the same used for the newsletter, the other image represents two people shooting a film
with a smartphone and has no text on it. There is a call to action that links to the landing page where
the user can buy the tickets to the workshop.

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Please display add examples below:

Display Ad examples.pdf

Display Ad text
The text on the display ad is Smartphone Filmmaking Workshop. Learn how to write, shoot, edit your
film with your smartphone. I kept the text short and direct, outlining what the topic of the workshop
is. The text answers to the search questions related to filmmaking listed on the keywords report above.

Blog landing page

The blog The Best Budget Smartphone for Filmmaking in 2023 is the landing page for the Search
Campaign: https://lisacasu9.wixsite.com/globalfilmproject/post/best-budget-smartphone-for-
filmmaking-2023

The goals of the page are:

• to drive traffic to the website

• brand awareness
• to drive the audience to click to the call of action at the end of the blog and visit the
Smartphone Filmmaking Workshop page.

The topic is The Best Budget Smartphone for Filmmaking in 2023. For the purpose of this CA, I decided
to review only one smartphone.

In real life, I would have written a blog with a review of at least 5 smartphones for filmmaking to make
the article more relevant, including several brands.

The blog is relevant to the audience (Global Film Festival’s Persona described above) as it solves the
problem of looking for a budget smartphone that is suitable for smartphone filmmaking. This persona
wants to learn how to shoot a film with a smartphone but has limited budget to buy expensive
equipment.

The idea for this blog came from the keywords research made for the landing page Smartphone
Filmmaking Workshop.

The keywords have been researched using World Stream and looking at some competitor’s keywords
using the Google extension Keywords Everywhere (blog posts with the same topic):

Word Steam keywords are the following:

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 • Smartphone Filmmaking
• Best smartphone for filmmaking 2023
• Best smartphone for filmmaking
• smartphone cinematography
• Best budget smartphone for filmmaking 2023

Competitor’s keywords:

The page has been designed as follows:

• Page title tag keywords The Best Budget Smartphone for Filmmaking in 2023
• Page URL keyword best budget smartphone for filmmaking 2023
• Meta Description keywords : best budget smartphone for filmmaking in 2023, smartphone
cinematography
• H1 tags keyword: The Best Budget Smartphone for Filmmaking in 2023
• Article/Page copy keyword: smartphone filmmaking, best budget smartphone for filmmaking
in 2023
• Images – Alt Text. Titles: Samsung Galaxy S21 best budget smartphone for filmmaking in 2023

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Blog post Search Ad
The goals of the Search Ad are the following:

• Increasing website traffic.

• Brand awareness.
• Reducing bouncing rate.
• Increase subscribers to the website.
• Increase sales of the tickets for the workshops.

The success of the campaign will be measured monitoring the CTR.

The bidding of the campaign is on clicks and the set budget is €5. The targeted location is Ireland, and
the set language is English.

The target audience is the same as per the Display Ad campaign.

The campaign ends on the 28th of April. It will be then adjusted based on the performances. This
campaign runs Monday to Friday from 5am to 7pm. In this way we are hoping to engage with
professionals during their commute to and from work and during the earliest hours of the day as per
below report on Google trends (term searched best smartphone).

Google trend has no data for the topic/term smartphone filmmaking:

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Search Ad keywords
The keywords research run with Google Ads Keywords plan has produced the following:

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The keywords Ad group is the following:

Ad copy
Google Ads has a restricted number of words for the Search Ad and it wouldn’t allow me to publish
my ad with the text that I was originally planning to use: The Best budget smartphone for filmmaking
in 2023. Therefore, I had to split those words in the headlines:
• Best budget smartphone
• Smartphone Filmmaking in 2023
• Global film project
The headlines include the main keywords and the year 2023 to improve the relevance of the blog.
The text reads: The best budget smartphone for filmmaking in 2023 selected for you. Learn more about
smartphone filmmaking and cinematography. In this way the ad is answering to the research questions
“best smartphone for filmmaking”, “smartphone filmmaking”, “best smartphone for cinematography”.

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The Search Ad links to the blog landing page described above.
Link: https://lisacasu9.wixsite.com/globalfilmproject/post/best-budget-smartphone-for-filmmaking-
2023

Conclusion
The main challenge in creating the PPC and landing pages was the lack of data for the timing and the
scarcity of keywords. However, the topic Smartphone Filmmaking is so niche that only the right

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audience would be attracted to the ads. The Smartphone Filmmaking Workshop only hosts a max of
50 people, therefore the numbers provided by the Display ads are more than enough or cover the
costs.

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Bibliography
Coleman, M., 2022, Blog SEO: How to Search Engine Optimize Your Blog Content. Available at
https://blog.hubspot.com/marketing/blog-search-engine-optimization [accessed on 24/04/2023]

Jacklin, B, 2023, How to Find The Best Phone for Video Recording: Top Picks and Advice. Available at
https://www.movavi.com/learning-portal/best-phone-for-video-recording.html [accessed on
24/04/2023]

Marss, M., 2022, Perfect Timing: The Very Best Time to Send Email Newsletters. Available at
https://www.wordstream.com/blog/ws/best-time-to-send-email-campaign [accessed on
25/04/2022]

Oakley, S., 2023, Best budget camera phone in 2023: the best cheap camera phones right now.
Available at https://www.digitalcameraworld.com/buying-guides/best-budget-camera-phones
[accessed on 24/04/2023]

Peek, T., 2021, Action! The Best Smartphone for Filmmaking and Cinematography 2023. Available at
https://peekatthis.com/best-smartphone-for-filmmaking-video-recording/ [accessed on 24/04/2023]

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