These are the results of a Facebook Ads Campaign with the purpose of generating leads for Udacity's Digital Marketing Nanoegree Program.

2. Campaign Approach
Copy slide from your submission for
Part 1 of the poject
Briefly, describe your approach in 250 words or less.
The objective is to collect the email addresses of males
and females, ages 25-35 with graduate school education
and have shown in an interest into digital marketing.
Ideally it would be among these demographics since
digital advertising tends to appeal to the younger
audience, along with having some educational
background. These individuals so that when they give
their email addresses, we only have leads that not only
can take the education at least somewhat seriously. But
they have the confidence (through their own education)
to actually take the courses and see it through.

3. Target Persona
Copy slide from yor submission for
Part 1 of the project

4. Marketing Objective
What marketing objective did you aim to achieve with
your campaign?
The challenge taken is the DMND option 1. The objective
is to educate potential leads on not only what the 6 most
important social media platforms are. But to give them
information on an online company that can help them
learn how to leverage those platforms and thereby
become students of Udacity.
This campaign will be over 3 days, with a budget of $100
and the goal is to acquire 12-14 leads at a cost of $7.14-
$8.33 on average.

5. KPI
What primary KPI did you track in your campaign and
why?
# of emails collected in the KPI. The sole objective
of this campaign is to collect emails and to enter
potentially interested students into Udacity’s
email campaign.
Copy slide from your submission for
Part1 of the project

6. Campaign Summary

7. Campaign Summary
1. Who did you target with your Ad Set and how
(demographics, location, interest, behavior etc.)?
1. Living in the U.S., Male and Female, Ages 25-35,
Graduate Education Interests: Gary Vaynerchuck,
Digital Marketing, Online Advertising, Social Media
Marketing
1. What Ad Copy and Ad Creatives did you use?
2. If you made any changes, please describe them.

8. What Ad Copy and Ad Creatives did you
use?
● Ad Copy

9. If you made any changes, please describe
them.
● When selecting the audience, originally I was only going to do
a male audience but then I decided to include females as well.
Females were actually more responsive to the ad.

10. Key Results
Present the most important metrics per ad
Campaign Results Reach Cost Amount
Spent
Ad One 12 2563 $6.76 $81.08
Ad Two 0 422 N/A $13.66
Ad Three 0 170 N/A $5.26
Overall 12 3015 $8.33 $100.00

11. Campaign Evaluation
1. Evaluate the success of your campaign, given your
marketing objectives.
a. Which ad performed best? Ad One
b. Was your campaign ROI positive? Please use
this equation to calculate ROI:
i. ($15*12)/$100=1.8 Yes it was positive, for
every dollar spent, $1.80 was returned.
Marketing Challenge Reference
● DMND: conversion value
(revenue) of $15 per collected
email address
● Corporate Training: conversion
value (revenue) of $150 per
collected lead

12. Campaign Evaluation:
Recommendations
If you had additional budget, how would approach
your next campaign?
First off (I know this is outside the scope but I’ll say it anyway), go through
Facebook/Adwords/YouTube Analytics to see which audiences generated highest returns in the
past. Male/Female, different country, age range, certain interests, is their something in the
marketing funnel that can be improved (if it performs below industry average, then it must be
worked on right away)? Which campaigns of Udacity have generated the highest ROIs and what are
a few things (creative, copy, audience) they all had in common? Reverse engineer their success and
experiment to get even better results. Of course, I would use Lookalike Audiences, along with the
highest ROI ads that have social proof, but that is a little too easy.
From there, A/B test with different creatives: Not a word or two difference in a 100 word copy, or a
change in color, rather they are massively different (student testimonial, picture of a paycheck
through the laptop, go through the actual projects being pursued in a fast video, carousel of
different jobs achieved through the testimonials). Then from the profits of the current winners, use
them as research & development money for additional experiments on advertisements.
For a specific example, use different pictures showing different aspects of social media advertising
until enough reach has been established to where the Facebook CBO no longer run the ads.
Specifically using the dynamic creative until a few clear winners out of a few dozen losers has been
established.
Kaizen, continuous improvement as they are a million different ways to go about this and there are
an infinite amount of ways to make not just the Facebook marketing better, but what about the
business as a whole? Could we market to students that have taken a course before and get them to
pursue something else? Or one thing I have noticed is this:
Perfect FB Campaign? https://www.dailymotion.com/video/x14x59w
Always seek improvement, seek to be better and have the curiosity that will drive results. It is not
just about the tactics, but the philosophy and the why of digital marketing and Udacity.

13. Career Personality Test and Know Thy Self
from Doing Udacity Projects
● Another thing for the campaign is, create a personality test course.
What I mean is, there are 50 programs and 200 courses on Udacity,
yet not one is focused on telling the student what they should take.
This would help individuals who do not know what course they
should take, by first understanding who they are and having them
know thy self. This would be helpful in aiding students determine
what they should be doing, they will see Udacity as a company that
has their best interest and they will think “No one ever taught me this,
I will stick with Udacity.”
● This would be for the general 16-25 age audience, where they would
take the personality test and help them determine their interests.
Retarget to the existing class of Udacity learners and have them
through word-of-mouth spread the test (you trust your friend more
than a random social media post after all). With 100k graduates, we
could offer a Udacity credit for every student that takes the
personality test.
● Through enough projects, this’ll help them become self-learners and
then they’ll see Udacity as a platform to help them pursue that
experimentation. Despite eventually spending 40 years of our life,
half of our weekdays or about 80,000 hours at a career, there is not a
single course teaching kids what to pick for a career. I could go on
and on, but I’m already blabbing enough.

14. Appendix
Screenshots for
Reference

15. Campaign Results:
Performance

16. Campaign Results:
Demographics

17. Campaign Results: Placement
Only the News Feeds, no others.

18. Ad Set Data: Performance

19. Ad Set Data: Demographics
The Demographics were the same across all ad sets.

20. Ad Set Data: Placement
The placements were the same across all ad sets.