Muhammad Huzaifa

Part 1 Evaluate a Display Image Campaign Display Image Campaign: Overall Results Find below the overall results of the Display Image Campaign targeting the Affinity Audience. The Affinity Audience consisted of Business Professionals Social Media Enthusiasts. Results: Calculate the ROI 1. Present the results of the overall campaign by completing the table below. 2. Highlight Key Results 3. What was the overall ROI of the campaign? Was it Positive or Negative? Creative Campaign Results Cost $ 448.95 Clicks 1,243 Conversion Rate 0.2% Impressions 200,957 # New Students 2 The ROI of the campaign is $149.06. It’s a positive ROI. CTR 0.62% CPA $ 224.5 Avg CPC $0.36 ROI +/- $ 149.06 How would you optimize this campaign? Provide at least three suggestions to improve this campaign. (Answers might include things like: A/B testing, different creative, changes to targeting) Suggestion 1: In the ad creative, there should be a student standing somewhere in a library taking out a book entitled “Digital Marketing “ from a shelf. It would give the audience more of an educational impression. Suggestion 2: The campaign should also target specifically small sized business owners. Suggestion 3: The description should be like “The course is design for Digital Marketing lovers”, as it will attract a broader audience. The word “student” may not attract audience who are not actively studying. Part 2 Evaluate a Display Image Campaign Display Image Campaign: Site Targeting Find below the overall results of the Display Image Campaign targeting placements (site targeting). This audience consists of the Digital Marketing partners’ landing pages. Results: Calculate the ROI 1. Present the results of the overall campaign by completing the table below. 2. What was the overall ROI of the campaign? Was it Positive or Negative? Creative Campaign Results Cost $ 231.99 Clicks 407 Impressions 67,833 Conversion Rate 0.2% 2- The ROI is $ 67.01. It’s a positive ROI. # New Students 1 CTR 0.6% CPA $231.99 Avg CPC $0.57 ROI +/- $ 67.01 How would you optimize this campaign? Suggestion 1: The ad creative should be colour rich. The orange background and the grey picture of the Instructor seems boring and dull. Therefore, a sharp or an office background will work better. Suggestion 2: There is no doubt that DMND’s all partners acquired a very large audience. But many of them wouldn’t be interested in digital marketing or related field. So, taking advantage of partner’s large audience, the targeting should be converged to people possessing interests in digital marketing and related field. Suggestion 3: This campaign should run an A/B test with a different ad having more rich imagery and specified targeting as it could have a better ROI. Part 3 Evaluate a Display Image Campaign Display Image Campaign: Overall Results Review below the overall results of the Display Image Campaign targeting visitors to the Digital Marketing Nanodegree Program landing page Results: Calculate the ROI 1. Present the results of the overall campaign by completing the table below. 2. What was the overall ROI of the campaign? Was it Positive or Negative? Creative Campaign Results Cost $ 234.50 Clicks 670 Conversion Rate 0.2% Impressions 109,994 # New Students 1 The overall ROI is $64.5. It is a positive ROI. CTR 0.61% CPA $ 234.50 Avg CPC $0.35 ROI +/- $ 64.5 How would you optimize this campaign? Suggestion 1: The ad creative should have a image of group of students or marketers discussing something in a cheery mood sitting around a circular table. There should be some books entitled “ Digital Marketing” on the table and also some few technological gadgets. Other than that, there should be a little description related to the program in ad creative as in campaign 2 Suggestion 2: The campaign should apply detailed targeting options with keywords: Digital marketing, business etc. Suggestion 3: After making the suggested changes in the ad, A/B testing should be run to better evaluate the performance and choosing the one bringing better results. Part 4 Results, Analysis, and Recommendations Which campaign performed the best? Why? Campaign no. 1 (targeting the affinity audience) has performed the best among all three. The most important factor is that this campaign has brought a bigger ROI i.e $ 149.06 than campaign 2 and 3. It has also brought a whooping of 200,957 impressions and 1,243 clicks which are relatively much higher than campaign 2 and 3, thus acquiring a greater probability of more conversions in future. Recommendations for future campaigns ○ The campaigns are missing detailed and precise targeting. Detailed targeting helped in meeting with the right audience who can help in achieving campaign objective. Therefore, the campaign should use more detailed and precise targeting. ○ The ads should use more interactive ad creatives. All of the ads lack creativity which can communicate better and increase interests. ○ One important aspect which the campaign did not pursue is A/B testing. A/B testing is the best way to determine the performance of the ads, whether they are effective and worthy or not. ● ● DMND’S landing page is finely designed and managed. But to answer doubts of the visitor’s and to earn more trust, some starting videos of some courses should be uploaded on the landing page, so the visitor will have a better overview of how the course is going to be. Last but not least, with a little extra budget, there should also be a video campaign to spread awareness and leads. Videos are one of the most interactive and effective way to describe a product. Bumper ads will play an important role in generating leads and conversions.