Evaluation of a Display Adverting Campaign

2. Objective, Approach, KPI
Marketing Objective:
We want to get people to sign up for Udacity’s Digital
Marketing Nanodegree program. A display advertising
campaign will consist of three different images, with each
targeting three different phases of the user journey:
Awareness, Interest, and Desire.
Landing Page: https://www.udacity.com/course/digital-marketing-nanodegree--nd018
Profit: Udacity makes $300 in profit per person that signs up
based on a 30% profit margin of the $1000 program cost.
Campaign Approach / KPI: A display advertising campaign
comprised of three images will be used.
1. Affinity Audience Targeting
● Goal: Increase brand awareness of course
● Audience: Business Professionals, Social Media Enthusiast
● Phase of User Journey: Brand Awareness
● Key Performance Indicator: Clicks
2. Contextual Site Targeting
● Goal: Increase potential student interest.
● Audience: People visiting digital marketing partner sites
● Phase of User Journey: Interest
● Key Performance Indicator: Clicks
3. Remarketing / Retargeting
● Goal: Get people to sign up for the course.
● Audience: People who have already visited course site.
● Phase of User Journey: Desire
● Key Performance Indicator: Conversions

3. Target Persona
Background and
Demographics
Marketing Pioneer
McLovin
Needs
• Late 20s to Late 30s
• Working in Tech
Industry
• Undergrad in
Engineering
• HH income of 100k+
• Lives in California /
New York
• Experts in the field to
help learn of new
technology
• Help outside of work
• An online community
to support education
needs
• Cheap and time
friendly resources
Hobbies Goals Barriers
• Cooking
• Music
• Reading
• Travel
• Surfing the web
• Coding
• Digital marketing sites
• Change career into a
different role in a
different industry within
3 years
• Expand knowledge of
digital marketing
foundations, and other
new areas relevant to
future career
• Start a new business
• Lack of relevant
educational resources
at work
• Companies don’t value
digital marketing as
much as traditional
marketing
• Limited time and
budget for education

4. Part 1
Display Image
Campaign Overview

5. Display Image Campaign 1:
Affinity Audience Targeting
● Goal: Increase brand awareness of program / course
● Audience: Business Professionals, Social Media Enthusiast
● Phase of User Journey: Brand Awareness
● Key Performance Indicator: Clicks
Ad Copy

6. Display Image Campaign 2:
Contextual Site Targeting
● Goal: Increase potential student interest.
● Audience: People visiting digital marketing partner sites
● Phase of User Journey: Interest
● Key Performance Indicator: Clicks
Ad Copy

7. Display Image Campaign 3:
Remarketing / Retargeting
● Goal: Get people to sign up for the course.
● Audience: People who have already visited course site.
● Phase of User Journey: Desire
● Key Performance Indicator: Conversions
Ad Copy

8. Part 2
Display Image
Campaign Results,
Analysis, and
Recommendations

9. Display Image Campaign:
Results
Campaign
Approach
1. Affinity
Audience
2.Contextual
Targeting
3. Retargeting
Stage of
Customer
Journey*
Brand
Awareness
Interest Desire
Clicks 1243 407 670
Impressions 200957 67833 109994
Cost $448.95 $231.99 $234.50
CTR 0.62% 0.6% 0.61%
Average CPC $0.36 $0.57 $0.35
Estimated
Conversions**
2 1 1
CPA $224.48 $231.99 $234.50
ROI $149.04 $67.01 $64.05
KPI of Campaign
Approach
Number of
Clicks
Number of Clicks Conversions
Key KPI Amount 1243 407 1
*Stage of Customer Journey is defined as the phase the consumer is in when deciding to and
purchasing a product or service. This consists of five stages: Awareness, Interest, Desire,
Action, Post Action.
**Estimated Conversions is a calculated amount of conversions (enrollments in to the class) as
the actual number wasn’t tracked. Calculation is number of clicks multiplied by 0.002 or 1 out
of every 500 people.

10. Display Image Campaign 1:
Affinity Audience Analysis
Campaign
Approach
Affinity
Audience
Stage of
Customer
Journey*
Brand Awareness
Clicks 1243
Impressions 200957
Cost $448.95
CTR 0.62%
Average CPC $0.36
Estimated
Conversions**
2
CPA $224.48
ROI $149.04
KPI of Campaign
Approach
Number of Clicks
Key KPI Amount 1243
This campaign did very
well since it got the
most impressions and
clicks, which is
important for brand
awareness of the
course. The positive
ROI indicates this
campaign did the best
job of enrolling
students.
The cost of this
campaign was justified,
where even though the
spending was double,
the number of
impressions and clicks
was more than 2 and 3
combined.

11. Display Image Campaign 1:
Affinity Audience Improvements
Change text: “Click to learn about how you
can gain Digital Marketing skills, including
Social Media Advertising!
- Call to Action Added
- Targeting to Social Media Enthusiasts
Change image to a group of people
and A/B test to see if it has an effect
on improving the number of clicks.
Add Udacity logo with the word
“Udacity” since this campaign is
focused on Brand Awareness. A ”U”
is great for interest, and desire stages
of customer journey.

12. Display Image Campaign 2:
Site Targeting Analysis
Campaign
Approach
Affinity
Audience
Stage of
Customer
Journey*
Interest
Clicks 407
Impressions 67833
Cost $231.99
CTR 0.6%
Average CPC $0.57
Estimated
Conversions**
1
CPA $231.99
ROI $67.01
KPI of Campaign
Approach
Number of Clicks
Key KPI Amount 407
With a goal to increase
customer interest, this
campaign did not do
very well based off the
number of clicks.
With only 410 clicks,
the engagement with
the Ad was very low.
There was a positive
ROI, but the CTR was
low, meaning that not
much interest was
generated due to lack
of people going to the
landing page.
Therefore, the Ad copy
needs improvements.

13. Display Image Campaign 2:
Site Targeting Improvements
Change image to a group of
people and A/B test to see if it has
an effect on improving the
number of clicks. A community
of people is great for showing that
the Digital marketing program is
group of people studying together.
Change text: “Interested in Digital Marketing campaigns? Learn online and create
your own Social Media, Email, and Display campaigns with Udacity.com’s Digital
Marketing NanoDegree Program. Click here to read more!”
- Call to Action Added
- Wording changed to targeting people who are on Digital Marketing partner pages
- Wording informs reader about what the program offers to increase interest
Change text: Current text talks about what you get
after the program and assume people know about
Udacity’s program. We want to generate interest for
people who don’t know about the program by
talking about what it offers.
Text change: “Udacity.com offers a comprehensive
Digital Marketing program online! Learn about Search
Engine Optimization, Social Media Advertising, and
other essential skills to advance your marketing
career. Join thousands of others today! Click here to
learn more!”

14. Campaign
Approach
Remarketing
Stage of
Customer
Journey*
Desire
Clicks 670
Impressions 109994
Cost $234.50
CTR 0.61%
Average CPC $0.35
Estimated
Conversions**
1
CPA $234.50
ROI $64.05
KPI of Campaign
Approach
Conversions
Key KPI Amount 1
With a goal to increase the
number of enrollments, this
campaign didn’t do very
well.
With only 1 conversion, the
campaign didn’t perform as
expected.
There was a positive ROI,
but the campaign the
campaign should have ran
longer with a larger budget
since the goal was to
generate more
conversions.
Also, the Ad Copy needs
changes and call to actions
such as “Enroll Today”
instead of being a copy of
the campaign 1 Ad.
Display Image Campaign 3:
Remarketing Analysis

15. Display Image Campaign 3:
Remarketing Improvements
Change text: “Enroll in Udacity’s Digital Marketing
Nanodegree today! Click here to get started!”
- Call to Action Added
- Targeting people who have already visited the
Digital Marketing Nanodegree enrollment landing
page, and already know of the program.
v
Change of Ad Creative
Addition of
- Countdown timer
for urgency
- “Enroll now” button
directing people to
the payment page
and skipping past the
program landing
page to increase
conversions.
v

16. Comparison between Three
Campaigns
Campaign
Approach
1. Affinity
Audience
2.Contextual
Targeting
3. Retargeting
Clicks 1243 407 670
Impressions 200957 67833 109994
Cost $448.95 $231.99 $234.50
CTR 0.62% 0.6% 0.61%
Average CPC $0.36 $0.57 $0.35
Estimated
Conversions**
2 1 1
CPA $224.48 $231.99 $234.50
ROI $149.04 $67.01 $64.05
● Campaign 1 performed the best because it
accomplished it’s goal by generating brand
awareness through a high number of clicks. Also,
it had the highest Return on Investment (in terms
of $) out of all three campaigns by generating
twice as many student enrollments as campaign 2
and 3.
● Campaign 2 didn’t generate much interest due to
a lack of clicks, and Campaign 3 didn’t generate
many conversions.

17. Recommendations for future
campaigns
1. Change of existing Ad creatives and copies based on
information written on “Improvement” slides.
2. Running of A/B testing with additional budget for
longer periods of time. Reiterate analysis and design
changes.
3. Running older Ad and newer Ad in same Ad group to
see which Ad performs betters for each campaign.
4. Possibly change targeting settings in Google Ads for
each of the three campaigns:
- Affinity Audience (Brand Awareness)
- Site Targeting (Interest)
- Retargeting (Desire)
Overall, the campaigns ran well for their first time with a
limited bugdet. For the 2nd run, it would be wise to use
more funds if possible to get more data.