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Evaluate a facebook campaign

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engy magdy
engy magdy

The marketing campaign aimed to collect 50 email addresses from potential students for Udacity's Digital Marketing Nanodegree program over one week with a $1000 budget. Three Facebook ads targeted Jessica, a 27-year-old female interested in digital marketing careers. Ad 2 performed best with the highest reach, impressions, and lowest cost per result, indicating it was the most successful. Based on meeting the goal of 66 emails collected, the campaign was successful.

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Evaluate a facebook campaign
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 the email addresses of 50 potential students for the Digital Marketing Nanodegree Program, with a campaign running for one week and having a lifetime budget of $1000 KPI: Number of eBook downloads
Target Persona Background and Demographics Target Persona Name Needs ● Age 27 ● Female ● Graduated from university ● Employed ● Lives in a mid-size US city Jessica ● Flexible study schedule ● “Bite-size” chunks of learning Hobbies Goals Barriers ● Hiking ● Photography ● Walking her dog ● Transition into a new career in digital marketing ● Get a job with higher earning potential/path to advancement ● Meet other marketers ● Limited time for studying/learning new skills ● Unsure how to break into a new industry
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
Campaign Evaluation
Campaign Evaluation 1. Evaluate the success of the campaign, given its marketing objective. Feel free to use bullet points, and add as many slides as you need. a. Briefly describe the targeting of the ad set (demographics, location, interest, behavior etc.) b. Provide the correct formulas for the following KPIs: i. CPM (Cost per 1,000 Impressions) ii. Link Click-Through Rate iii. CPLC (cost per link click) iv. Click To Lead Rate v. Cost per Results c. Based on the “Key Results” table, identify which ad performed best, and explain why you think this was the case. d. How would you optimize the campaign, and explain why do you think so? e. Write up a high-level overview of how well or not well the campaign performed, based on the marketing objective.
● A-Briefly describe the targeting of ad set [demographics,location,interest,behavior etc.] ● Demographics: Age 20-40 ● Location; mid-size city in the US ● Interests: interested in digital marketing Interested in social media ads Intersted in freelancing ● Behavior learner flexible transition into anew career in digital
● B.Provide the correct formulas for the following KPIs ■ CPM (Cost per 1,000 Impressions) Cpm formula = 1000× ( amount spend ÷impression) ■ Link Click-Through Rate We can calculate link click through rate :the number of link clicks that your receives divided by the number times your ad is shown LCTR- link click -through rate = (NO. link clicks ÷impressions) ×100 ■ CPLC (cost per link click) CPLC(cost per link click) = total cost ÷No.link clicks. ■ Click To Lead Rate Click to lead rate =leads number ÷clicks number ■ Cost per Results Cost per result = total spend ÷number of results
● Based on the “Key Results” table, identify which ad performed best, and explain why you think this was the case. For the impression and reach and link click rate we will find this is the best ad and Based on the key results table ,I think that the second ad is the best performed as we focus on the results with cost per results and LCTR we will find this the best performed ad and best result. ○ How would you optimize the campaign, and explain why do you think so? In this ads A/B test was made for the photo ,the photo changed in the 3 ads and for the second ad photo was the best performed ad ,the photo was related to ad content more than others. ○ Write up a high-level overview of how well or not well the campaign performed, based on the marketing objective. Based on the marketing objective the campaign has performed very well since the objective was to collect the email adresses of 50 potential students for the digital marketing nanodgree and during this campaign we were able to collect total of 66 new student So based on the Kpi we have achieved 132% of the objective campaign within the specified time and within the budget.
Campaign Recommendations Imagine you are tasked with running an improved version of this campaign, with the same marketing objective and KPIs. What recommendations would you make to improve the campaign, based on your evaluation of its past performance? ● Feel free to use bullet points for your analysis and add as many slides as you need ● The following prompts can help you structure your answer, but feel free to think beyond these as well: ○ Would you focus on certain ad groups or ads? If so, which ones and why? ○ Would you change any of the existing ad copy or add any new ones? What would you add or change and why? ○ What iteration would you make to the A/B test? ○ Would you make changes to the landing page, and if so, what kind of changes and why? ○ How would you optimize the campaign, and explain why do you think so?
Campaign Recommendations ● I would focus on the ad 2 scince it had the highest reach,impression and link click plus the lowest cost pre results. Which means it was the most successful ad. ● about the copy of ad, I will add some attractive words for the ad copy to attract the audience such as (Do you want to be a marketer) or( the digital word is here) Also I will ad some hashtags like #digital –marketing,#udacity ● I will ,make A/B test for the headline toknow which ad will be the best performed or will make A/B test for the image. ● I will change the CTA on the landing page from (submit) to (your book is here) to be more attractive and make him feel that landing page only for him ● In this ads A/B test was made for the photo ,the photo changed in the 3 ads and for the second ad photo was the best performed ad ,the photo was related to ad content more than others.

More Related Content

Evaluate a facebook campaign

  • 3. 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.
  • 5. Marketing Objective & KPIs Marketing Objective: To collect the email addresses of 50 potential students for the Digital Marketing Nanodegree Program, with a campaign running for one week and having a lifetime budget of $1000 KPI: Number of eBook downloads
  • 6. Target Persona Background and Demographics Target Persona Name Needs ● Age 27 ● Female ● Graduated from university ● Employed ● Lives in a mid-size US city Jessica ● Flexible study schedule ● “Bite-size” chunks of learning Hobbies Goals Barriers ● Hiking ● Photography ● Walking her dog ● Transition into a new career in digital marketing ● Get a job with higher earning potential/path to advancement ● Meet other marketers ● Limited time for studying/learning new skills ● Unsure how to break into a new industry
  • 7. Ad Set The following three ads are the Ad Set we have designed to target that persona on the previous slide.
  • 12. Campaign Evaluation 1. Evaluate the success of the campaign, given its marketing objective. Feel free to use bullet points, and add as many slides as you need. a. Briefly describe the targeting of the ad set (demographics, location, interest, behavior etc.) b. Provide the correct formulas for the following KPIs: i. CPM (Cost per 1,000 Impressions) ii. Link Click-Through Rate iii. CPLC (cost per link click) iv. Click To Lead Rate v. Cost per Results c. Based on the “Key Results” table, identify which ad performed best, and explain why you think this was the case. d. How would you optimize the campaign, and explain why do you think so? e. Write up a high-level overview of how well or not well the campaign performed, based on the marketing objective.
  • 13. ● A-Briefly describe the targeting of ad set [demographics,location,interest,behavior etc.] ● Demographics: Age 20-40 ● Location; mid-size city in the US ● Interests: interested in digital marketing Interested in social media ads Intersted in freelancing ● Behavior learner flexible transition into anew career in digital
  • 14. ● B.Provide the correct formulas for the following KPIs ■ CPM (Cost per 1,000 Impressions) Cpm formula = 1000× ( amount spend ÷impression) ■ Link Click-Through Rate We can calculate link click through rate :the number of link clicks that your receives divided by the number times your ad is shown LCTR- link click -through rate = (NO. link clicks ÷impressions) ×100 ■ CPLC (cost per link click) CPLC(cost per link click) = total cost ÷No.link clicks. ■ Click To Lead Rate Click to lead rate =leads number ÷clicks number ■ Cost per Results Cost per result = total spend ÷number of results
  • 15. ● Based on the “Key Results” table, identify which ad performed best, and explain why you think this was the case. For the impression and reach and link click rate we will find this is the best ad and Based on the key results table ,I think that the second ad is the best performed as we focus on the results with cost per results and LCTR we will find this the best performed ad and best result. ○ How would you optimize the campaign, and explain why do you think so? In this ads A/B test was made for the photo ,the photo changed in the 3 ads and for the second ad photo was the best performed ad ,the photo was related to ad content more than others. ○ Write up a high-level overview of how well or not well the campaign performed, based on the marketing objective. Based on the marketing objective the campaign has performed very well since the objective was to collect the email adresses of 50 potential students for the digital marketing nanodgree and during this campaign we were able to collect total of 66 new student So based on the Kpi we have achieved 132% of the objective campaign within the specified time and within the budget.
  • 16. Campaign Recommendations Imagine you are tasked with running an improved version of this campaign, with the same marketing objective and KPIs. What recommendations would you make to improve the campaign, based on your evaluation of its past performance? ● Feel free to use bullet points for your analysis and add as many slides as you need ● The following prompts can help you structure your answer, but feel free to think beyond these as well: ○ Would you focus on certain ad groups or ads? If so, which ones and why? ○ Would you change any of the existing ad copy or add any new ones? What would you add or change and why? ○ What iteration would you make to the A/B test? ○ Would you make changes to the landing page, and if so, what kind of changes and why? ○ How would you optimize the campaign, and explain why do you think so?
  • 17. Campaign Recommendations ● I would focus on the ad 2 scince it had the highest reach,impression and link click plus the lowest cost pre results. Which means it was the most successful ad. ● about the copy of ad, I will add some attractive words for the ad copy to attract the audience such as (Do you want to be a marketer) or( the digital word is here) Also I will ad some hashtags like #digital –marketing,#udacity ● I will ,make A/B test for the headline toknow which ad will be the best performed or will make A/B test for the image. ● I will change the CTA on the landing page from (submit) to (your book is here) to be more attractive and make him feel that landing page only for him ● In this ads A/B test was made for the photo ,the photo changed in the 3 ads and for the second ad photo was the best performed ad ,the photo was related to ad content more than others.