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    Template New Facebook Ads

    Uploaded by

    Rasha Dowidar
    - The document provides instructions for how to use a project template for a Google Slides deck, noting the slides are examples and should be deleted before submitting. - Students are encouraged to be creative but include all required information.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Template New Facebook Ads

    Uploaded by

    Rasha Dowidar
    134 views14 pages
    - The document provides instructions for how to use a project template for a Google Slides deck, noting the slides are examples and should be deleted before submitting. - Students are encouraged to be creative but include all required information.

    Original Description:

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    - The document provides instructions for how to use a project template for a Google Slides deck, noting the slides are examples and should be deleted before submitting. - Students are encouraged to be creative but include all required information.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    134 views14 pages

    Template New Facebook Ads

    Uploaded by

    Rasha Dowidar
    - The document provides instructions for how to use a project template for a Google Slides deck, noting the slides are examples and should be deleted before submitting. - Students are encouraged to be creative but include all required information.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    How to use this Template

    ● Make a copy of this Google Slide deck (Google Drive Directions).


    ● We have provided these slides as a guide to ensure that you submit
    all the required components to successfully complete your project.
    ● When presenting your project, please only think of this as a guide. We
    encouraged you to use creative freedom when making changes as
    long as the required information is present.
    ● Don’t forget to delete this and all of the other example slides before
    you submit your project.

    Remove this slide


    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 ● 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
    skills
    ● Walking her dog marketing ● Unsure how to break into
    ● Get a job with higher a new industry
    earning potential/path
    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
    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.
    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?

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