DIGITAL ADVERTISING - Equinet Academy · WHAT SKILLS WILL YOU LEARN AND APPLY ? •Skillset #1:...

DIGITAL ADVERTISINGHOW TO GENERATE QUALITY LEADS, COST EFFICIENTLY

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ARE YOU PREPARED FOR CHANGE ?

•Who am I and What is MY ROLE ?

• Do you believe… I CAN MAKE A DIFFERENCE !

•Why? I WILL LEARN NEW SKILLS !

• How? I AM COMMITTED TO LEARN & APPLY MY NEW SKILLS !

• House Rules…


WHAT SKILLS WILL YOU LEARN AND APPLY ?

• Skillset #1: Define digital m arketing objec tives based on the digital

s trategy .

• How is digital marketing any different from marketing ?

• Compare and contrast the marketing life cycle, feedback, attribution

modelling, pitfalls .

• Paid Media, Owned Media, Earned Media, Experience .

• Identify and Describe the 5 mediums of digital advertising .

• Display (Desktop & Mobile), Video, Audio, Social, Search .



• Skillset #1: Define digital marketing objectives based on the digital strategy .

• Identify consumer path to purchase and the touch points .

• Define and Describe the various digital advertising terminologies .

• Site Metrics (Unique Visits, Page Visits, Sessions, Time Spent, Bounce

Rates, Scroll Depth, Engagement Rates, Conversion Rates) .

• Campaign Metrics (Impressions, Clicks, Clickthru Rates,

Enagagement Rate, Completion rate, Conversion rate) .

• ROI Metrics (CPM, eCPM, CPC, eCPC, CPV, CPCV, CPL, CPD, CPA) .



• Skillset #1: Define digital marketing objectives based on the digital strategy

• Apply and Model digital advertising strategies .

• Defining Branding Objectives .

• Defining Performance / Conversion Objectives .

• Defining Engagement Objectives .



• Skillset #2: Prepare digital marketing campaign’s budget for approval.

• Skillset #3: Select tools / channels / platform for digital marketing campaign.

• Skillset #4: Select schedule / roadmap for digital marketing campaign within

budget.

• Skillset #5: Develop performance indicators for digital marketing campaign

for reporting.


HOW MUCH DID YOU NOTICE OR RECALL ?

• Recall and share your path to purchase the last time you…

• Bought a travel package

• Bought a gift for your loved ones

• Bought an air filter mask

• In your sharing;

• When you last access TV, Radio, Publication, Mobile, Desktop ?

• As an advertiser, what would you do to improve ?


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Skillset #1: Define digital marketing objectives based on the digital

strategy .

- How is digital marketing any different from marketing ?

- Compare and contrast the marketing life cycle, feedback,

attribution modelling, pitfalls .

- Paid Media, Owned Media, Earned Media, Experience .

DEBATE

“Digital Marketing is more effective than mainstream marketing”

• 3 speakers @ 3 mins for presentation and rebuttal

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CONSUMER PATH:OWNED, PAID AND EARNED MEDIA

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https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey

DIGITAL MARKETING :OWNED, EARNED AND PAID MEDIA .

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Media Type Defin ition Examples Purpose Pros Cons

Owned Media Channel a brand

controls

- Website

- Blog

- Twitter

Build for longer-term

relationships with

existing potential

customers and earn

media

- Control

- Cost efficiency

- Longevity

- Versatility

- Niche audience

- No guarantees

- Company

communication not

trusted

- Takes time to scale

Paid Media Brand pays to

leverage a channel

- Display Ads

- Paid Search

- Videos

- Audio

Pushes presence that

feeds owned and

creates earned media

- In demand

- Immediacy

- Scale

- control

- Clutter

- Declining response

rates

- Poor credibility

Earned Media When customers

become the channel

- WOM

- Buzz

- Viral

Listen and respond –

earned media is often

the result of well-

executed and well-

coordinated owned

and paid media

- Most credible

- Key role in most

sales

- Transparent and

lives on

- No Control

- Can be negative

- Scale

- Hard to measure

THE 5 MEDIUMS :ADVANTAGES AND DISADVANTAGES

Review the various ad formats..

• Display (Desktop & Mobile) / Video / Audio / Search / Social

• Visible ? Audible ? Engaging ? Do you trust ? Are you inclined to

explore ?

•Which aspect of the path to purchase would your medium be

most relevant ?

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CUSTOMER EXPERIENCE (CX)


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strategy .

- Identify and Describe the 5 mediums of digital advertising .

- Display (Desktop & Mobile), Video, Audio, Social, Search .

DISPLAY

•Key considerations for understanding why it works

➢Real Time collection of data / feedback

➢Dynamic and least costly to produce


VIDEO


➢Recall works best with evoking emotions

➢Fully engaged


AUDIO


➢Personal

➢Captive engagement


SEARCH


➢User Initiated

➢High Intent


SOCIAL


➢Viral and Highly connected

➢Trust and Conviction


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strategy .

- Identify consumer path to purchase and the touch points .

- Define and Describe the various digital advertising terminologies .

- Site Metrics (Unique Visits, Page Visits, Sessions, Time Spent,

Bounce Rates, Scroll Depth, Engagement Rates, Conversion

Rates) .

CONSUMER PATH TO PURCHASE

“Assuming that you have a shop, envision how you would close a sale”

• Think about

• The product / service that you are offering .

• The location of your shop

• The number of shoppers visiting your shop .

• The frequency of shoppers visiting your shop .

• The average time spent in your shop .

• The way the shopper is engaged .

• If your rent is $15,000 a month, how much items do you need to sell to break even ?

• The average spending amount of your shopper .

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SITE METRICS

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Shop Site

Traffic Source

Page Visits

Visits / Unique Visits

Sessions

Bounce Rates

Time Spent

Engagement Rates

Conversion Rates

SITE METRICS TERMINOLOGIES


Site Term inologies Defin ition

Traffic Source The origin of the traffic

Page Visits The number of times users arrive at a site

Visits / Unique Visits The number of users / unique individuals arrive at a site

Sessions An activity devoted upon arrival at a site

Bounce Rate Upon arrival at a site, users leaving the site immediately

Time Spent The duration devoted at a site

Engagement Rate The users interaction within a site

Conversion Rate Users who took action beyond interaction within a site

SITE STRUCTURE


Homepage

Index page

Articles page

Index pageIndex page

Articles pageArticles page

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strategy .



- Campaign Metrics (Impressions, Clicks, Clickthru Rates,

Enagagement Rate, Completion rate, Conversion rate) .

CAMPAIGN METRICS TERMINOLOGIES

“Matching the metrics”

• Activities related to a campaign .

• A typical digital display campaign report .

• Read the description of terminologies .

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CAMPAIGN METRICS TERMINOLOGIES

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Campaign Metrics Defin ition Formula

Impressions Opportunity to see a display ad -

Clicks Users response to an ad -

Clickthru Rates The percentage of Users responding to an ad in

relation to viewing an ad

Clicks divided by Impressions

Engagement Rate The users interaction with a campaign (Clicks + Shares + Likes) divided

by Total Exposure of Campaigns

Conversion Rate Users who took action beyond interaction within

a site

(Registration, Purchase) divided

by Clicks

Video Rolls Opportunity to see a video ad

(pre-roll/mid-roll/post-roll)

-

Completion Rate Users who completed viewing the video content The number of video completions

to the number of video starts

SAMPLE OF CAMPAIGN REPORTS (DISPLAY)


SAMPLE OF CAMPAIGN REPORTS (VIDEO)


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strategy .



- ROI Metrics (CPM, eCPM, CPC, eCPC, CPV, CPCV, CPL, CPD,

CPA) .

ROI METRICS

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ROI METRICS


ROI METRICS TERMINOLOGIES


Acronyms What it means Formulaes

CPM

eCPM

Cost per thousand

Effective Cost per thousand

- $price @ 1,000 impressions

- Total media investment divided by the total campaign

impressions

CPC

eCPC

Cost per click

Effective Cost per click

- $price @ click

- Total media investment divided by the total campaign clicks

CPV

CPCV

Cost per view

Cost per completed view

- $price @ view

- $price @ completed view

CPL Cost per lead - Total media investment divided by number of sales contact

CPD Cost per download - Total media investment divided by number of downloaded

apps

CPA Cost per acquisition - Total media investment divided by number of purchases

online

RATE CARDS


ARE YOU GOOD IN BUDGET PLANNING?

• Split into 3 teams .

• Discuss .

• Send representatives to present the answers .

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DEFINITION CPM : COST PER THOUSAND IS A MARKETING TERM USED TO DENOTE THE PRICE OF 1,000 ADVERTISING IMPRESSIONS ON ONE WEBPAGE. WHAT DOES M REPRESENTS? REPRESENTS "MILLE"; ROMAN, FRENCH, LATIN FOR THOUSANDS.


• $5 CPM means for every 1,000 impressions it will cost $5/-

• What is the price of 1,000,000 impressions if CPM is $2/-?

• What is the price of 10,000,000 impressions if CPM is $2/-?

• What is the price of 100,000 impressions if CPM is $2/-?

• What is the amount of impressions if CPM is $2/-?

• What is the amount of impressions if CPM is $2/- and I have $500 to invest?

DEFINITION : CLICK-THROUGH RATE (CTR) IS THE RATIO OF USERS WHO CLICK ON A SPECIFIC LINK TO THE NUMBER OF TOTAL USERS WHO VIEW A PAGE, EMAIL, OR ADVERTISEMENT.CLICKS DIVIDED BY IMPRESSIONS = CTR

• The speed at which one has responded to an ad.

• The efficiency of a digital campaign.

• The likelihood that an ad gets a response.

• The success of a digital campaign.


HIGHER LEVEL OF UNDERSTANDING : QUIZ THAT ENSURES ONE UNDERSTANDS THE PRINCIPAL AND RELATIONSHIP BETWEEN CPM & CTR.

• If my CTR is 2% and my CPM is $3/-, How many responses did I

get and what is the average cost per response?


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strategy

- Apply and Model digital advertising strategies .

- Defining Branding Objectives .

- Defining Performance / Conversion Objectives .

- Defining Engagement Objectives .

DIGITAL MARKETING STRATEGY, OBJECTIVES & MECHANICS

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STR

ATE

GY

Interactive

Banner

Displays Drive

Engagement

and

Registrations

Video

Engagement

CRM Efforts

Membership

Drive

What

conversations

track best with

audience?

SEM / SEO

Content

Referral Offers /

Nominate BFFs

/ Good

Neighbours

Testimonials

Presence in

Channels

- Beauty

- Lifestyle

- Family

- Health

- Life & Love

- Hair, Skin,

Body

Online Poll or

Feedback via

Facebook

“Online

Specials”

Discounts

MEC

HA

NIC

SO

BJE

CTIV

ES

SIGN UP FOR THIS COURSE

To learn more on how to develop a comprehensive Digital

Advertising Strategy and maximise your return on investment, sign

up for this 2-Day Digital Advertising (PPC/SEM) Course.

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https://www.equinetacademy.com/digital-advertising-course/?utm_source=sample-courseware&utm_medium=email&utm_campaign=digital-advertising-sample-slides

DIGITAL ADVERTISING - Equinet Academy · WHAT SKILLS WILL YOU LEARN AND APPLY ? •Skillset #1:...

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Transcript of DIGITAL ADVERTISING - Equinet Academy · WHAT SKILLS WILL YOU LEARN AND APPLY ? •Skillset #1:...