5. Option 1:
Digital Marketing Nanodegree Program
Create a Customer Journey Based Marketing Plan with the goal of
signing up new customers to the DMND Program in one quarter.
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.
12. When+How+Where =
Marketing Tactics
Customer
Journey
Awareness Intent Desire Action
Post
Action
Message
:
- describe the
product
- describe what it
can do for your
target persona
-Benfits
for this
program
-
compairin
g between
this
programm
e and
others
-360
degree
unersta
nding
digtal
marketi
ng feild
- Having
career in
digital
marketi
ng
-
Project
s with
live
campai
gn
-values
for
enrolm
ent
Access to
resource
s
Channel
- content marketing
(e.g. blog)
- Informative
landing page
- Social media
display and video
ads
-seo
-dispaly
and video
ads
-social
media
-Email
marketing
-
plogging
-
emails
Email
15. Budget Assumption
● You have been given a budget of $50,000 to spend
on media (note that you can assume that you
don’t have to pay for creative or for the resources
managing your campaign)
● In what follows, you will provide detail on how you
would advise to use the $50,000 across the first
three phases of the customer journey.
16. Awareness: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook 2500$ $1.25 2000 0.05% 1
AdWords
Search
2500$ $1.40 1.786
0.05%
1
Display 0 $5.00 0
0.05%
0
Video 0 $3.50 0
0.05%
0
Total
Spend
5000$
Total #
Visitors
3,786
Number of
new
Students
2
17. Interest: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversio
n Rate
Total Sales
Facebook 4000$ $0.50 8000 0.1% 8
AdWords
Search
3000$ $1.50 2000
0.1%
2
Display 4000$ $3.00 1.333
0.1%
1
Video 4000$ $2.75 1.455
0.1%
1
Total
Spend
15000
Total #
Visitors
12.788
Number
of new
Students
12
18. Desire: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversio
n Rate
Total Sales
Facebook 25000 $0.30 83.333 0.3% 250
AdWords
Search
5000
$1.50
3.333
0.3%
10
Display 0 $3.00 0
0.3%
0
Video 0 $2.75 0
0.3%
0
Total
Spend
30000$
Total #
Visitors
86.666
Number
of new
Students
260
19. 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
5000 3,786 2 $299 598 -4,402
Interest 15000 12,788 12 $299 3.588 -11,412
Desire 30000
86.666
260 $299 77740 47740
Total 50000 103.24 274 299
81917 31926
28. What is the theme and framework of
your blog post?
Theme:
The DMND capsule to digest digital marketing field.
Situation :she has a desire to be digital marketer
SCQA:
complication : there is a lot of resources but that
Make here confused
Question: how she will find the best
Materials or course
Answer: finally she found DMND program which
Can help here to be a digital marketer with
Practical experience
29. Write a blog post, with the theme
you’ve chosen from the options
above, in the space provided below.
https://medium.com/@bodamohamed962/the-dmnd-capsule-to-digest-
digital-marketing-field-5be871543c
31. Summary
Facebook:because this platform can help to awarness
About my product (DMND)
Linkedin : there are people who are lnterested in their
Career
Twitter: one of the most platfom I should use it
To comminicate by tweeting and hashtages
36. Put your social media plan to action and promote your blog on
the platforms you chose. Share your results in the table below.
Extra Credit: Post Online &
Share Your Results
Platform Traffic Likes Shares Comments Notes
Blog Medium 0 0 0 Still need
time
Social
Platform
facebook 0 0 0
Social
Platform
twitter 2 1 0
Social
Platform
linkedin 0 0 0
37. What would you do differently based on your results?
What other topics might you feature on your blog and
in social?
Extra Credit: Analysis
38.
39. Campaign Approach
Location: egypt because there is no a lot of
resources to learn digital marketing and trying use
the population in egypt
Age : between 18 to 30 this the most dynamic age
who search about a good career
Interest : people who are interested in digital
marketing
About budget : its 100$ for one week
41. Marketing Objective
. Gathering 100 email IDs, the marketing budget is
100 $ and timeframe is 7days during this campain the
main objective is rase awarness about our programe
dmnd through download ebook.
42. KPI
• Number of ebook downloads
• Number of clicks
• Email address collected
• Conversions
44. Campaign Summary
1. Who did you target with your Ad Set and how
(demographics, location, interest, behavior etc.)?
Potentail customer was yoth from 18 to 30 in egypt
Spcialu in cairo who are interested in dgital
marketing and seeking for a good chance to learn
about it
46. Key Results
Present the most important metrics per
adCampaign Results Reach Cost Amount
Spent
Ad One 8 ebook
downloa
d
1,250
$0.24 $1.92
Ad Two 3 ebook
downloa
d
743 $0.37 $1.11
Ad Three 41 ebook
downloa
d
5,601 $0.18 $7.52
Overall 52 6,909 $0.20 $10.55
47. Campaign Evaluation
My target on this ad campain was to grab potential
candidates for DMND program the ads have reached
6,909 and 52 downloads ebook
If you had additional budget:
Do more researches
Work on demographic and invist in other area
Design a more attractive ad image
59. Keywords
Head Keywords Tail Keywords
1 Digital marketing digital marketing
citificate online
2 Udacity nanodegree
cost
How to learn digital
marketing
3 Online courses Best online marketing
cuorse
4 Udacity courses Learn digital
marketing
5 Udacity cirtificate Internet marketing
course
60. Keyword with the Greatest Potential
Which Head Keyword has the greatest potential?
Udacity courses
Priority: 53 organic ctr :64%
Which Tail Keyword has the greatest potential?
Learn digital marketing
Priorty : 55 organic ctr :53%
61. Technical Audit: Metadata
URL:
Current
Title Tag Digital Marketing | Udacity
Meta-
Descriptio
n
empty
Alt-Tag blank
Revision
Title Tag Digital marketing nanodegree
program
Meta-
Descriptio
n
Gain real-world experience running live campaigns as you learn
from top experts in the field. Launch your career with a 360-degree
understanding of digital marketing
Alt-Tag Digital Marketing Nanodegree Program Logo
62. URL:https://dmnd.udacity.com
Current
Alt-Tag Blank
Alt-Tag Blank
Alt-Tag Blank
Revision
Alt-Tag Two people discussing digital marketing and
looking at a tablet
Alt-Tag Digital Marketing Nanodegree Program Logo
Alt-Tag $70B spent on digital marketing in U.S.
http://v.fastcdn.co/t/beb60d38/d
41f13af/1496943509-13815378-
203x169x285x204x6x11-70B-
box.png
http://v.fastcdn.co/t/beb60d38/d4
1f13af/1496943485-13718463-
189x64-horizontal-primary-b.png
http://v.fastcdn.co/t/beb60d38/d41f1
3af/1496943484-13815763-
960x480-medium.jpg
63. Suggested Blog Topics
Topic 1 : Learn digital marketing
I chose this topic because Moz Keyword Tool ranked it with
53% % Organic CTR
In this topip i will tal; about the impotanece of dogital marketing
nowadays and how companies or even people can gain a lot
of benfits with low cost
64. Suggested Blog Topics
Topic 1 :digital marketing citificate online
I chose this topic because Moz Keyword Tool ranked it with 53% %
Organic CTR
Iwill mention in this topic how udacity certificate is so impotant
because itis a pactical cettificate with projects and quizes that boosts
the information
65. Suggested Blog Topics
Topic 1 :udacity courses
I chose this topic because Moz Keyword Tool ranked it
with 64% Organic CTR
I will mention in this topic the variety in udacity in all
feilds so you have the chance to learn and practice
whatever you want and start your professional
68. Link-Building
Site Name Social media today
Site URL https://www.socialmediatoday.com/
Organic Search Traffic 63.9K
Site Name Marketing Land
Site URL https://marketingland.com/
Organic Search Traffic 79.6K
Site Name coursera
Site URL https://www.coursera.org
Organic Search Traffic 1.O m
70. Page Index
Pingler returns N/A for # of Google Indexed Pages, so that means that this page is
not indexed
by Google
If it was well indexeded it helps users to find it easy
71. Page Speed
If page speed are averge should be faster than this to increas the traffic
and engagment with
content
74. Recommendations
Udacity should work on improving link bulding to
increase ranking and credibilty.
Improving page speed that hepls user and increase
Conversion rate
Work on meta-description and alt tags to optmize
seo
77. 1. Approach Description
Country: india
Course: Java Programming Basics For
Beginners
Budget: life time budget of 75$ and per daily
budget 15$
Ad copy :i created a short and describtive
To attract people during search processing
Keywords :i am focusing on people who are
interested in learning basics of java
programming
78. 2. Marketing Objective & KPI
1. marketing objective :
To collect 30 leads and 10 conversions in 5 days with
life time budget of 75$ and per daily budget 15$
2.KPI:
The number of leads collected
The number of conversions
80. Ad Group #1:
Ads & Keyword Lists
Keyword List:
java code
java problem
Javascript
learnjava
javatutorials
Javalanguage
Onlinecourse
Freejavacourse
how to use java
programing field
java basics
introduction to java
java types
java examples
programing languages
concepts of java
java online course
free tutorial for java
definition of java
java issues
81. Ad Group #2:
Ads & Keyword List
Copy slide from your submission
for Part 1 of the project
Keyword List:
udacity courses
elearning java course
udemy java course
java project
free java courses
practice java
java certificate
java training,
java for beginners
study java
java for developers
best java tutorials
advanced java course
udacity intro to java
udacity java fees
cost of java course
work in java
freeudacity courses
coursera java course
best way to learn java
java books
83. Key Campaign Results
(Campaign & Ad Groups)
Ad
Group
Max.
CPC
Bid
Impr. Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
Cost
Name
awarness
$3 13,411 564 4.21% US$0.11 77.00
13.65
%
US$0.8
3
US$6
4.02
Name
intrest
$3 1,307 10 0.77% US$0.27 3.00
30.00
%
US$0.8
9
US$2.
66
Total
14,7
18 574 3.90% US$0.12 80.00
13.94
%
US$0
.83 US$6
6.68
84. Key Campaign Results
(Ads)
Ad Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
Ad Group
1, Ad 1
296 4.24% US$0.14 39.00 13.18% US$1.09
Ad Group
1, Ad 2
268 4.16% US$0.08 38.00 14.18% US$0.56
Ad Group
2, Ad 1
5 0.58% US$0.31 1.00 20.00%
US$1.
54
Ad Group
2, Ad 2
5 1.14% US$0.22 2.00 40.00% US$0.56
85. Key Campaign Results
(Keywords)
Present the three keywords you consider most
successful based on your marketing objective.
Keyword Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
Onlinecourse 208 3.25% US$0.17 28.00 13.46% US$1.27
java code 65 7.25% US$0.08 7.00 10.77% US$0.72
programing
languages
54 3.08% US$0.09 7.00 12.96% US$0.72
86. Campaign Evaluation
For sure yes my life daily budget was $75 and the camapign spent
$66.68 . Mu compain collected 574 clicks and 80.00 conversions
that is more than my expectations
The awarness ad group performed so well because include the best
keywords 564 clicks ,high impersion 13,411 and 13.65% CR
Branded keywords did not perfom well
Onlinecourse and java code are the best because they are in
awarness stage in searching process
87. Recommendations for future
campaigns
● Expand the camapaign period
● I would pause any keyword does not work well
● I would change the lowest perfoming ad specaily in inerest
group
● Rerun the the ad group awarness because it get 564 clicks
and13.65% CR
● Adding more from head ketwords
94. 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 $299 in profit per student that
signs up.
Campaigns: We want to aggressively grow the program, but, we
want to do it without losing money. We ran two different advertising
campaigns. One was a display advertising campaign, one a video
advertising campaign.
95. Formulas:
Conversion Assumption: 0.2% Conversion via Landing page
Calculating #of Sign Ups: Clicks to the landing page *0.002 = # of
Student Sign Ups
Note: Please round to the nearest whole number
CPA: Cost of Campaign/# sign ups = CPA
Note: Please round to the nearest cent
ROI: [(299 Profit) - CPA] * # of Student Sign Ups = ROI
96. Part 1: EvalPart 1: Evaluate a
Display Image Campaigna Display
Image Campaign
97. Display Image Campaign: Overall Results
Find below the overall results of the Display Image Campaign
98. Results: Calculate the ROI
Creati
ve
Clicks
Impre
ssions
CTR
Avg
CPC
Campa
ign
Results
1973
282.06
6
0.70% 0.44$
Cost
Conve
rsion
Rate
# New
Stude
nts
CPA
ROI
+/-
872.51$ 2% 4 218 342
99. Display Image Campaign: Ad Results
A
B
Review the Ad results below of Creative A and B for Display Image
Campaign
100. Which Ad Group Performed Better?
Crea
tive
Clic
ks
Imp
res
sio
ns
CTR
Avg
CPC
Cos
t
Con
ver
sio
n
Rat
e
# of
Ne
w
Stu
den
ts
CPA
ROI
+/-
Crea
tive -
A
153
1
216
199
0.71
%
0.45
$
686.
27
.2%
3
229
$
+21
0
Crea
tive -
B
442
658
67
0.67
%
0.42
%
186.
24
.2%
1 186 113
Campaign A is better than camapaign B it fulfilled more conversions
101. Display Image Campaign: Keywords
Full keyword list in separate file here
Review the Keyword results for the Display Image Campaign
103. How would you optimize this campaign?
Suggestion 1: add branded keywords
Suggestion 2: work on agood description
Suggestion 3: add mre contact methods to increase engagement
104. Part 2: Evaluate a Display Video
CampaignPart 2: Evaluate a Display Video Campaign
105. Display Video Campaign: Overall Results
Review below the overall results of the Display Video Campaign
106. Results: Calculate the ROI
Creati
ve
Clicks
Impre
ssions
CTR
Avg
CPC
Campai
gn
Results
1892 157517 1.20% 0.44%
Cost
Conve
rsion
Rate
# New
Stude
nts
CPA ROI +/-
825.615 0.2% 4 206 +372
107. Display Video Campaign: Ad Results
B
A
Campaign A - Short Keyword
List
Campaign B - Large Keyword
List
Review below the Ad Results of the Display Video Campaign
108. Which Ad Group Performed Better?
Crea
tive
Clic
ks
Imp
res
sio
ns
CTR
Avg
CPC
Cos
t
Con
ver
sio
n
Rat
e
#
Ne
w
Stu
den
t
CPA
ROI
+/-
Cam
paig
n A
453
543
12
0.83
%
0.64
$
290.
21$
.2%
1 290 +9
Cam
paig
n B
143
9
103
205
1.39
%
0.37
$
535.
40$
.2%
3 178
+36
3
Campaign B got a hiegh ROI more than campaign A
109. Display Video Campaign: Keywords
This is an excerpt of the keyword list, the full list is here
Review the Keyword results for the Display Video Campaign
110. Key Campaign Results (Keywords)
1. Present the five keywords you consider most successful based
on the results of the campaign?
1. Highlight the best performing keyword from the results. Why was
this the best performing keyword?
112. How would you optimize this campaign?
Suggestion 1: make mix metween brand and non brand keywords
Suggestion 2: add catchy title to videos
Suggestion 3: set a A/B test and choose the best one
114. Recommendations for future campaigns
A/B test to optimize campaigns and get the best results
Editing the keyword list focusung more at tail kwywords
I will add titles for vedios and pictures and make description short
118. Email Content:
Email Content Plan
Email Topic Marketing Objective KPI
Email #1
Passion to learn
about digital
marketing
Engagement Number of opens
Email #2
Careers in
digital
marketing
Engagement
Number of opens
Email #3
Digital
marketing
course by
udacity
Conversion
Number of enrolments
120. Creative Brief: Email 1
Email Content Plan
Subject Line Body Summary Visual CTA Link
The secrts of
digital
marketing
• Show that learning digital
marketing with Udacity will
gain a real experience
Someone
write down
and analysing
Campaign
results
Learn More
https://www.uda
city.com/course/
digital-
marketing-
nanodegree--
nd018
121. Creative Brief: Email 2
Email Content Plan
Marketing Objective Subject Line CTA
Engagement Careers in Digital Marketing Learn More
122. Creative Brief: Email 3
Email Content Plan
Marketing Objective Subject Line CTA
Conversion Sign up and start your digital
marketing course
Join Now
123. Calendar & Plan
Week One Week Two Week Three
M T W T F M T W T F M T W T F
Color Key Planning
Phase
Testing Send Phase Analyze
Phase
125. Build your Email
Subject Line: The secrts of digital
marketing
Body: with udacity you will gain a 360-
degree understanding of digital marketing.
Gain a real –world experience ,techniques
from industry experts like Facebook,
Google, Hootsuite, Hubspot, Mailchimp,
Moz
CTA: The number of clicks to the landing
page
Link for CTA: http://dmnd.udacity.com/
128. Results Email #1
1. Calculate the Open Rate
Results and Analysis
Sent Delivered Opened
Opened
Rate
Bounced
2500 2250 495
22%
225
129. Results Continued Email #1
1. Calculate the CTR and the Conversion Rate
Results and Analysis
Clicked CTR
Take
Action
Conversion Unsub
180
8%
75
3.33%
30
130. Final Recommendations
For email number2,3, I would change the
visual by using a different image related to
digital marketing, make a clear CTA
I Will do A/B test for both the campaigns
amd chose the best one
