Portfolio of digital marketing projects related to content creation, social media marketing, social media advertising, email marketing, and marketing analytics.

2. Part 1
Prepare to Market

3. Building a Marketing
Strategy

4. Customer Journey
Based Marketing Plan

6. What:
Your Offer

7. Option Selection:
Corporate Training
Budget:
Profit:
Campaigns:

8. Marketing Objective:
Corporate Training
What is the marketing objective for your
marketing efforts?

9. Who:
Are Our Customers

11. Target Persona
Background and
Demographics
Target Persona
Herman Jones
Needs
1. Educated Intelligence -
either formally or self
taught.
2. Intuitive intelligence.
3. Forward thinking, hard
worker.
4. ‘Aware’ business
professional.
5. Everyone is family.
6. Male, late 30’s.
1. Desires to strengthen
community.
2. Deeper capacity for digital
marketing and it’s potential
effects good and bad..
3. Information that supports
taking action.
Hobbies Goals Barriers
1. Spend time with family.
2. Outdoor adventures and
exploring unknowns.
3. Chess & single line art
pieces.
4. Exceptional board game
partner.
5. And of course Mr. Roosevelt
(pictured; right).
1. Enlightenment… cuz isn’t
everybody?
2. Improving individually
everyday while striving to
have a positive impact.
3. Patience and understanding
in the things I can’t control.
1. Capacity to take on whole
new ‘ocean of information’.
2. Little wobbly on grasping
upside potential of spend vs
downside of non-spend.
3. Timetable for calculable ROI
numbers.
4. Overall value of DM
initiatives.

13. Phases of the Customer
Journey

14. When+How+Where =
Marketing Tactics
Customer
Journey
Awareness Intent Desire Action Post Action
Message
Channel

15. Budget Allocation

16. Budget Allocation:
Overview
1. Creative:
2. Media:
3. Your time and resources:

17. Guide for Budget Allocations

18. Formulas:
Conversion Assumption:
Calculating the # of Visitors:
Calculating #of Sign Ups:
ROI:

19. Budget Assumption
●
●

20. Awareness: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $8,000 $6.00 1333 0.02% .27
AdWords
Search
$4,000 $3.00 1333
0.02%
.27
Display $4,000 $12.00 333
0.02%
.07
Video $4,000 $10.00 400
0.02%
.08
Total
Spend
$20,000
Total #
Visitors
3400
Number of
new
Students
.68 = 1

21. Intent: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $12,000.00 $6.00 2000 0.08% 1.6
AdWords
Search
$6,000.00 $3.00 2000
0.08%
1.6
Display $6,000.00 $12.00 500
0.08%
0.4
Video $6,000.00 $10.00 600
0.08%
0.48
Total
Spend
$30,000
Total #
Visitors
5100
Number of
new
Students
4.08 = 4

22. Desire: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $20,000 $5.00 4000 0.5% 20
AdWords
Search
$10,000 $4.00 2500
0.5%
13
Display $10,000 $15.00 667
0.5%
3
Video $10,000 $12.00 833
0.5%
4
Total
Spend
$50,000
Total #
Visitors
61000
Number of
new
Students
40

23. ROI: Budget Allocation for Media
Phase
Total
Spend
Total
Number
of Site
Visits
Total
Number
of Sales
Profit
Per Sale
Total
Profit
ROI
Aware-
ness
$15,000 4092 1 $3,000 $3,000 -$12,000
Intent $15,000 3617 3 $3,000 $8,000 -$6,320
Desire $70,000 61000 74 $3,000 $221,250 $151,250
Total $100,000 68708 78
$232,930 $132,930

24. Additional Channels or
Recommendations:
Channels
Recommendations

25. Part 2
Market Your Content

26. Market your Content

27. Market your Content

28. Market your Content

29. Market your Content

30. Part 3
Run a Facebook &
Instagram Campaign

31. Run a Facebook Campaign

32. Run a Facebook Campaign

33. Run a Facebook Campaign
Campaign Results Reach Cost Amount
Spent
Ad One 1,282 $21.72
Ad Two 1 3,638 $42.08 $42.08
Ad Three 1,595 $18.05
Ad Four 1 2,043 $25.19 $25.19
Ad Five 1,332 $17.96
Overall 2 9,464 $62.50 $125.00

34. Run a Facebook Campaign
Ad Set Data: Performance
Ad Set Data: Delivery
Ad Set Data: Engagement

35. Part 4
Conduct an SEO
Audit

36. Keyword with the Greatest Potential -
Head (Moz)

37. Keyword with the Greatest Potential - Tail
(Moz)

38. Suggested Blog Topics
Topic 1 - How-to-guide: Getting Started: Digital marketing tools & resources.
Topic 2 - Whitepage: Digital Marketing and the Growing Landscape
Topic 3 - Article: Digital Marketing Career Paths & Salaries
In making the fascinating leap into the world of digital marketing, everyone has to
start somewhere. As with any new endeavor, the common feeling of realizing you
knew less about something than you even imagined can be exciting, and heavy at the
same time. Maintaining composure, recalibrating as necessary, and continuously
re-focusing on consistently learning while systematically moving checklist items from
‘things to learn’ to ‘things I’ve learned’ can be powerful for establishing a solid
foundation of confidence to keep trucking.
This article/how-to/whitepage combo would aim to inform a potential Udacity
student to what they have to look forward to on their career path, options and
how-to’s for getting there, and a ‘gear’ bag of essentials they will want to ‘pack’ or be
on the look-out for that will make trip more comfortable.

39. Technical Audit: Metadata
DMND URL: http://dmnd.udacity.com/
Current Revision
Title Tag <title>Udacity Digital
Marketing Nanodegree
Program
Website</title>
<title>Udacity Digital
Marketing Nanodegree
Program - Learn More
Today</title>
Meta-Descr
iption
<meta
name="description"
content="" />
Gain a 360-degree
understanding of digital
marketing while running
live campaigns taught by
top experts in the field.
Begin your journey today!

40. Technical Audit: Metadata
DMND URL:
Current Revision
Alt-Tag alt="" , Link Digital marketing students
conversing
Alt-Tag alt="" , Link Digital Marketing
Nanodegree Program logo
Alt-Tag alt="" , Link DMND program
collaborating companies
Alt-Tag alt="" , Link DMND program portal
view example 1
Alt-Tag alt="" , Link DMND program instructor
speaking
Alt-Tag alt="" , Link DMND program portal
view example 2

41. Off-Site SEO

42. Technical Audit: Backlink Audit
Using the Moz OpenSite Explorer tool, perform a backlink audit on Udacity.com.
Backlink Domain Domain Authority
(DA)
1 The Year of the
MOOC
New York Times 99
2 Colleges Adapt
Online Courses
to Ease Burden
New York Times 99
3 Can Schools
Survive in the
Age of the Web
BBC 97

43. Link-Building
Using the SEMRush tool and research, strategize a link-building campaign.
Identify three websites that you think would be relevant, high traffic sites that you
would like to gain backlinks from to help drive traffic to dmnd.udacity.com.
Site Name Site URL Organic Search
Traffic
1 Forbes Forbes.com 42.8M
2 Smart Insights smartinsights.com 70.5K
3 Marketing Dive marketingdive.com 13.6K

44. Performance Testing

45. Page Index - Pingler
●
●
●
●

46. Page Index - Pingler
●
●

47. Page Index - Pingler

48. Page Index - Pingler

49. Page Speed - Google PageSpeed Insights
●
●
●

50. Page Speed - Google PageSpeed Insights
●
●
●

51. Page Speed - Google PageSpeed Insights

52. Mobile-Friendly Evaluation - Think with
Google
●
●
●
●

53. Mobile-Friendly Evaluation - Think with
Google

54. Recommendations

55. Recommendations
●
○
○
●
○
○
●

56. Part 5
Run an AdWords
Campaign

57. Run an AdWords
Campaign

58. Awareness (Ad Group 1): Ads &
Keyword Lists
1. online statistics course
2. statistics class online
3. data analytics courses
4. statistics course
5. online statistics course free
6. online statistics course for college credit
7. online statistics degree
8. data science course
9. introduction to statistics
10. business analyst course
● free online classes
● intro to statistics online course
● data analysis courses for
beginners
● data analytics certification
● analytics courses
● data analytics courses online
● online biostatistics course
● statistics class
● statistical learning
● statistics lessons

59. Action (Ad Group 2): Ads & Keyword List
1. career transition
2. which descriptive statistics to use
3. shift jobs
4. best statistics book
5. descriptive statistics advantages
6. maths resources
7. starting a new job
8. descriptive statistics examples
9. how to descriptive statistics in excel
10. online economics course
11. salary negotiation
12. how to negotiate salary
13. jobchange
14. math websites
15. math trainer
16. descriptive statistics online
course
17. math is fun
18. intro to statistics by udacity
19. why do we use descriptive
statistics
20. descriptive statistics in r

60. Recommendations for future
campaigns
● Would you focus on certain Ad Groups, ads or keywords?
○ Ads: Awareness (Ad Group 1), Ad 2 - Although this Ad had a negative ROI, when considering the
Avg. CPC (lowest of all), #Impr and Clicks (2nd overall in both), and number of Conversions (3 -
highest overall), this ad seemed to get things moving and is close to returning a positive ROI.
○ Ad Groups: Ad Group 1 - this beat out Ad Group 2 in nearly every category overall.
○ Keywords: "free online classes" - Most conversions, +ROI, highest conversion rate, most
conversions
● Would you change any of your existing ads or keywords or add any new ones?
○ I would change 1 ad from each ad group and use more directly the keywords that had good results
○ I would try and better highlight the future programs, as well as the short time frame, and the potential
of earning a "certificate"
● Would you set up an A/B test, and if so, how would you go about it?
○ One A/B test would be to put the "About this Course" info, "Course Cost", "Timeline", higher on the
page so that when the searcher hits the landing page they are less likely to have to scroll down to
see these catchy details.
● Would you make changes to the landing page, and if so, what kind of changes and why?
○ I would try and highlight the "Artificial Intelligence by..."
○ Names such as IBM Watson, and Amazon Alexa are attention grabbers these should be more
forefront.

61. Part 6
Evaluate a Display
Campaign

62. Evaluating a Display
Advertising Campaign

63. Display Image Campaign: Overall
Results
Find below the overall results of the Display Image Campaign

64. Results: Calculate the ROI
Creative Clicks Impressions CTR
Avg
CPC
Campaign
Results
1973 282,066 0.7% $0.44
Cost
Conversion
Rate
# New
Students
CPA
ROI
+/-
$872.51
0.2%
4
$218
.13
+$323.
48

65. Display Image Campaign: Ad Results
A
B
Review the Ad results below of Creative A and B for Display
Image Campaign

66. Which Ad Group Performed Better?
1. Present the results of each ad by completing the table below.
2. Creative A outperformed Creative B? Why? - Higher ROI
Creative Clicks Impr. CTR
Avg
CPC
Cost
Conver
sion
Rate
# of
New
Stude
nts
CPA ROI +/-
Creative - A 1,531 216,199 0.71% $0.45
$686.
27
.2%
3 228.75 +$210.75
Creative - B 442 65,867 0.67% $0.42
$186.
24
.2%
1 186.24 +$112.76

67. Display Image Campaign: Keywords
Full keyword list in separate file here
Review the Keyword results for the Display Image Campaign

68. Keyword Clicks Impress. CTR
Avg
CPC
Cost CR #Con CPA ROI +/-
1 Marketing online 236 20750 1.14 0.5 118.64
.2%
0 251 +$22
2
Online marketing
course
226 38259 0.59 0.28 63
.2%
0 139 +$72
3
Digital marketing
course
57 8224 0.69 0.54 30.75
.2%
0 270 +$3
4 Marketing courses 19 1999 0.95 .027 5.14
.2%
0 135 +$6
5 Marketing careers 14 2998 0.47 1.68 23.5
.2%
0 839 -$15

69. Keyword Clicks
Impress
ions
CTR
Avg
CPC
Cost CR #Con CPA
ROI
+/-
6 Marketing program 5 1166 0.43 1.6 8.01
.2%
0 801 -$5
7
Digital media
online course
1 25 4.00 1.64 1.64
.2%
0 820 -$1
8 Adwords course 0 8 0 0 0
.2%
0 #DIV/0! #DIV/0!
9
Facebook
marketing course
0 4 0 0 0
.2%
0 #DIV/0! #DIV/0!
10
Search marketing
online course
0 0 0 0 0
.2%
0 #DIV/0! #DIV/0!

70. Keyword Clicks
Impress
ions
CTR
Avg
CPC
Cost CR #Con CPA
ROI
+/-
11
Digital analytics
course
0 0 0 0 0
.2%
0 #DIV/0! #DIV/0!
12
Social media
marketing online
course
0 14 0 0 0
.2%
0 #DIV/0! #DIV/0!
13
Digital analytics
training
0 0 0 0 0
.2%
0 #DIV/0! #DIV/0!

71. How would you optimize this
campaign?
Suggestion 1
Suggestion 2
Suggestion 3

72. Part 2: Evaluate a Display Video
Campaign

73. Display Video Campaign: Overall
Results
Review below the overall results of the Display Video Campaign

74. Results: Calculate the ROI
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1.892 157.517 1.20% $0.44
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$825.61 .002 4 $206.40 +$370.4

75. Display Video Campaign: Ad Results
B
A
Review below the Ad Results of the Display Video Campaign
Campaign A - Short Keyword List
Campaign B - Large Keyword List

76. Which Ad Group Performed Better?
2.
Creative Clicks
Impressi
ons
CTR Avg CPC Cost
Conversion
Rate
# New
Student
CPA ROI +/-
Video A 453 54,312 0.83% $0.64 $290.21
.2%
1 $290.21 +$8.79
Video B 1,439 103,205 1.39% $0.37 $535.40
.2%
3 $178.47 +$361.59

77. Display Video Campaign: Keywords
This is an excerpt of the keyword list, the full list is here
Review the Keyword results for the Display Video Campaign

78. Key Campaign Results (Keywords)
a.
b.

79. Keyword Clicks Impr. CTR Avg CPC Cost
Conversion
Rate
CPA #Con ROI +/-
ad advertisement 510 24172 2.11% $0.17 $85.58
.2%
$85.58 1 +$213.42
online marketing video 495 42440 1.17% $0.51 $253.23
.2%
$253.23 1 +$45.77
digital learning courses 207 14198 1.46% $0.31 $64.99
.2%
N/A 0 -$64.99
seo 102 9197 1.11% $0.48 $48.81
.2%
N/A 0 -$48.81
course digital marketing 106 8726 1.21% $0.43 $45.50
.2%
N/A 0 -$45.50

80. How would you optimize this
campaign?
Suggestion 1
Suggestion 2
Suggestion 3

81. Recommendations for future
campaigns
●
○
○
●
○
○
○

82. Recommendations for future
campaigns
●
○
●
○

83. Showcasing your Work
● Social:
● Facebook Ads:
● SEO Audit:
● SEM:
● Display:
● Email:

84. Part 7
Market with Email
Plan, Deploy,
Measure

85. Email Content:
Email Content Plan
Email Topic
Marketing
Objective
KPI
Email #1
Thank You for Your
Interest in Udacity!
Engagement - Number of Opens
Email #2
Highlight Industry
Partners
Engagement
- Number of
Opens
- CTR to Industry
partners (if links
were active.)
Email #3
What fits your team
best: self-study or
Nanodegree?
Conversion
- Number of free
class sign-ups,
nanodegree
purchases.

86. Email Screenshot:

87. Email #1
Email Content Plan
Subject Line Body Summary Visual CTA Link
Thank You for
Your Interest in
Udacity!
- Master in-demand
Digital Marketing
skills.
- Build and design
amazing projects.
- Earn a valued
credential.
- Multiple avenues
to approach your
learning.
Visuals added
would be
similar to what
is on the site
already.
Classes
Starting Soon!
Sign-Up Today
Corp. Training

88. Email #2
Email Content Plan
Marketing
Objective
Subject
Line
CTA
Engagement
Learn Cutting-Edge Digital
Marketing Skills From
Industry Leaders
Learn More

89. Email #3
Email Content Plan
Marketing
Objective
Subject
Line
CTA
Conversion Pick Your Learning Model!
With 2-types of learning
models, Udacity makes it
easy to find the right fit for
your learning.
Compare Now.

90. Email Campaign Calendar
Week 1 Week 2 Week 3
M T W Th F M T W Th F M T W Th F M
Email
#1
Email
#2
Email
#3
Planning Tests Send Analyze
KEY PHASES

91. A/B Testing Email
A/B Testing
Subject Line CTA
Email #1
Preview Udacity Today with a Free
Course!
Free Course Sign Up

92. Sending and Analyzing Results
After you have hit send on the first email of your campaign, you
can spend some time analyzing the results. Results can be
monitored within the first 24 hours of an email send, or after a
couple days or even after a week.
Assume your results for Email #1 send are below. Calculate the
following:
1. Open Rate
2. Click through Rate
3. Conversion Rate

93. Results Email #1
After you have hit send on the first email of your campaign, you
can spend some time analyzing the results.
1. Calculate the Open Rate
Results and Analysis
Sent Delivered Opened Opened Rate Bounced
2500 2250 495 22% 225

94. Results Continued Email #1
Results can be monitored within the first 24 hours of an email
send, after a couple days or even after a week.
1. Calculate the CTR and the Conversion Rate
Results and Analysis
Clicked CTR Take Action Conversion Unsubscribed
180 8% 75 3.33% 30

95. Final Recommendations
Based on the work you did throughout this project, what would
you do for Emails #2 & 3.
1. The first thing I would be looking to do is grow my list. This
will only help to give a better picture of where improvements
can be made.
a. I would do so with 2-Step Verification as an extra step to avoid any
potential CAN-SPAM penalties.
b. I would also make sure (Mailchimp makes this easy) that anyone on a list
is able to ‘Unsubscribe’ at any time, and that they will be removed from
future emails.
2. Emails 2 & 3 could also benefit from a video or something of
deeper value to the prospect.