Campaign Approach

I will be using Facebook as a Social Media Marketing platform to

promote the Udacity Social Media Advertising Guide through
strategic use of Facebook Ads.

The Facebook Ads I create will direct interested parties to a

landing page which has a link to a free eBook. The eBook is a free
giveaway highlighting use Social Media for advertising.

On the landing page, the viewer will get the eBook by providing an
email address. For every email collected, a conversion value of
$15 is estimated. An advertising budget of $100 will be used.

This campaign and project will put into the practice the following:

- Definition of Marketing Objective

- Use of Facebook Ads to Promote a B2C Product

- Creation of Ads based on a specific customer persona

- Targeting of Ads to demographics with the persona as a guide

- Improving of Campaign through Live Tracking of KPIs

- Referring to Analytics provided by Facebook to improve

Campaign performance

- Presentation of a digital marketing performance to key

stakeholders
 Target Persona
Bay Area
Background and
Marketing Pioneer Needs
Demographics
McLovin
• Male: Late 20s
• Experts in the field to
• Single
• Working in Tech as a
help learn of new
Consultant technology
• Help outside of work
• Undergrad in
• An online community
Engineering
• HH income of 100k
to support education
• Lives in San Francisco
needs
• Cheap and time
Bay Area
friendly resources

Hobbies Goals Barriers

• Change career into a
different role in a
• Lack of relevant
different industry within
educational resources
• Cooking 3 years
at work
• Music • Expand knowledge of
• Companies don’t value
• Reading digital marketing
digital marketing as
• Travel foundations, and other
much as traditional
• Surfing the web new areas relevant to
marketing
• Coding future career
• Limited time and
• Start a new business
budget for education
Marketing Objective

The marketing objective is to have at least 20 unique

people register their email through promotion of
Udacity’s free “Social Media Advertising Guide” eBook.

The Social Media campaign will utilize

- three unique Facebook Ads
- $100 campaign budget
- Promotion period from
May 14th, 2019 to May 18th, 2019
Key Performance Indicator

The primary KPI to track the campaign will be number

of unique emails registered. The reason for using this
KPI is because each unique email is a potential lead
for promotion of Udacity’s Digital Marketing
Nanodegree program.
Campaign Summary
Campaign Summary:
Audience
Location, Age, Gender of Audience
Before Campaign:

After Campaign:

Changes Made During the Ad Campaign

- Added Female
- Expanded Age
- Targeted Entire States of California and New York
Campaign Summary:
Audience
Education, Job Role, Special Interests
Before Campaign:

After Campaign:

Changes Made During the Ad Campaign

- Expanded to all fields of study
- Expanded Special Interests to include multiple
online education websites (EdX, etc),
marketing related (SEO, Display Advertising, etc)
 Campaign Summary:
Ad Copy
Change made to last sentence
Before Campaign:

After Campaign:
Ad Images
Ad Creatives

Ad One

Ad Two

Ad Three
Campaign Key Results
Conversions – The number of times the advertised Ebook was
downloaded by someone clicking on the ad, and providing their email.
Reach – Number of unique people who saw each Ad.
Amount Spend Per Ad – Amount of the campaign budget used for
promotion of the Ad on Facebook platforms during the advertising period .
Average Cost Per Conversion – Conversions divided by the amount
spent per Ad.

Ad Name Conversions Reach Average Amount

Cost Per Spent
Conversion Per Ad

Ad One
12 3,172 $12.62 $67.92

Ad Two
0 640 $5.66 $19.46

Ad Three
1 488 $0.00 $12.62

Total 13 4,096 $7.69 $100

Campaign Evaluation
Given the marketing objective, the campaign did not
perform up to expectation of getting 20 unique email
addresses. However, the Return on Investment (ROI)
was positive of 195%, insight on how to target was
gained, and overall this was great for a first test-run
campaign with a total of 13 unique email addresses
gained.

With an estimated $15 per collected email address

conversion rate, and a campaign budget of $100, the
total Return on Investment is
($15*13)/$100 = 1.95 or 195%
Future Recommendations
With additional budget and time, there would be
more room for improvement with usage of AB
testing. With only a campaign budget of only $100,
and a 4 day run, limited insight was gained into how
to improve the Ads. For example, instead of the
targeting males in the Calfornia Bay Area, insight was
gained, and I changed the targeting to people of all
genders, across the whole states of California and
New York, leading to a higher conversion rate.
However, Facebook needs 7 days to fully learn of a
targetting audience which is outside the time frame
for this project for validating insights gained.
 Appendix
Screenshots for
Reference
Campaign Results:
Performance
Campaign Results:
Demographics
Campaign Results: Placement
Ad Set Data: Performance
Ad Set Data: Delivery
Ad Set Data: Engagement