basics & guide - marketerboard€¦ · marketing and advertising which uses the internet to...

Digital Advertising Basics & Guide

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Table of Content

● Introduction

● What is digital advertising?

● Why digital Advertising is Important?

● Crafting Digital Advertising Strategy.

● Buying Method

● Optimization & Measurement

Introduction

It is all about a power of conversation and the conversations are perception shapers. The internet has turned what used to be a controlled, one - way message into a real time dialogue with millions of people. Today, buyers are interacting with your brand across channels and device, which increases their expectations with brands. They are looking for more personalize conversation and attention.

DIGITAL ADVERTISING BASICS & GUIDE 3

You will get the answer of the following questions -

● What is digital advertising?● Why it is so important to have digital advertising?● How to define digital strategy?● Type of digital advertising Buying Method.● Measurement & Optimization.

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What Today, your buyers are all across the web. Which make brands more digitally active. Unlike traditional advertising, Digital Advertising is more flexible and universal, which allows brands to tell their stories through text, images, GIF, videos & more on the channels that your buyers are.

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Is Digital Advertising?

In simple terms, “Digital Advertising is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.

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”Digital ads are vast and are everywhere on web - every channel and all devices. A marketer have a great opportunity to nurture their buyers in a very personalized way by leveraging digital platforms. The real task for marketer is to be more agile than ever before by providing useful and interactive content. Digital Advertising is gaining momentum and it should definitely be a part of one’s marketing strategy.

https://en.wikipedia.org/wiki/Promotion_(marketing)


Why Digital Advertising is important?

Digital Advertising is a new boardroom talk, & it creates a powerful opportunities for brands to showcase them at larger scale or audience in a real time.

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You Audience on Digital

Your buyers are frequently using internet today, he can access an information about the product easily and faster at the same time it allows two way conversation among brand & a buyers.

Allows Specific Targeting

With today’s advancements in digital advertising, marketers can now target the exact audience that’s mostly likely to purchase your product.

Seamless Conversation

Digital platform enables personalization, there are so much data available about a customer which can help you personalize your ads based on individual behaviour and choice.


Why Digital Advertising is important?

Digital Advertising is a new boardroom talk, & it creates a powerful opportunities for brands to showcase them at larger scale or audience in a real time.

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Faster to Market

Digital Campaigns are agile and can be accepted faster than traditional media. It can be executed much more quickly, and they can be modified on the fly if needed.

Easily Measurable

Unlike Traditional Media, Digital Campaigns are easy to optimize & quick to measure. The real-time result allows marketer to make their campaigns more cost effective.

Can go Viral

Digital Advertising have a power to make your content a king and go viral ever before.

7DIGITAL ADVERTISING BASICS & GUIDE @MarketerBoard

Buyers today are more tech savvy and wise, they expect to be inform & entertain, not bore or irritate.“


So, Being Marketer you need to be more interesting and interactive

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Understand How to Craft Digital Advertising Strategy?

DIGITAL ADVERTISING BASICS & GUIDE @MarketerBoard

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Crafting Digital Advertising Strategy?

Thinking of where to start digital marketing? The first step is of course, the digital marketing strategy. The strategy is the backbone of any business. The strategy defines where to go


Ask Yourself

Define Goals

Market & Competitors Analysis

Audience Moments

Actionable Strategy

Media Planning

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Step 1 - Ask Yourself

Before starting anything, it is very important to ask few questions to yourself and to client as well, which can help you get a better clarity on subject and developing your digital marketing foundation or strategy. Questions which you should ask -

● What is a product all about?● Who is most likely to purchase your product? ● How much of that market is interested in your product?● Are there other companies selling similar products?● What do your competitors’ advertising strategies look like. ● Is someone already running your digital activities? ● If Yes, and if you are running digital ads today, then how they are

performing and what is your feedback?


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Step 2 - Understand & Define Goals

Clearly define goals can leads to success. When we talk about digital advertising goals, it can be brand awareness, lead generation and increase in sales. Simply, if we summed up digital goals these four goals are most common of all.

Brand AwarenessThis can be one of the most common goal in which brands are investing. Digital ads give your brand a great exposure to speak about itself and also allows to have a direct contact with your customer.

Acquire Customer For B2B & B2C business it can be one of the most important goals to increase its customer base. It is easy to measure as well through various measurement tools available in a market.

Nurture Customer This goal can be helpful to convert the potentials customers. Today, through modern technology like marketing automation and retargeting can help business to nurture their potentials.

Brand Loyalty It is all about relationship. You shouldn’t stop when someone become your customer. You should keep nurturing them even after that as well to maintain good and healthy relationship.


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Step 3 - Market & Competitors Analysis

It is good to have a proper homework well in advance, once you understood brand and brand story and have set the clear goal, it is a time for some research.

It important to know the answer of questions given below -

● What people are liking in a market? ● What is a current trend going in a market? (means understand and

analyse what type of content is creating hype in a market. ● Where your competitor are (on which channels)? try to understand your

competitors digital strategy. ● What your competitors are doing ? keep a key eye on your competitors

digital activities.

Prepare a proper market and competitor analysis report for yourself and your team. This will help you define your successful digital advertising strategy.


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Step 4 - Audience Moment- build a persona

“How can you forget the one, for whom all of these activities we are drafting”

While defining and developing your digital advertising strategy, you must keep your audience in mind - for whom ad is going to be. If you succeed to identify your audience online moments then it become easier for you to do specific targeting and can get better results.

In simple terms - A persona represents a bunch of audience who share similar behavioural in buying decision, consuming technology or product, lifestyle, attitude and others. It also include demographic behaviour like age, gender, education & so on...


BioDefine persona’s basic characteristics, educational, technical, its likes and dislikes information in biography section, which help you understand person’s well.

Pain points These section will help you identify your similar group problems and pain points, once you understand this you will able to give a correct solution. Customer journey List down your person buying behaviour, what he buy, from where he buy and other part of customer journey.

Channel preferenceStudy make a list of all the channels your persona prefer to spend his time. It might be Facebook, any specific website based on his likes.

Content preference List what kind of content your persona would like or like to read.

John Nilcan Age - 26 Gender - MaleOccupation - Business Owner Tier - 1 Tier Location - India

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Step 5 - Actionable Strategy

Once all research and planning is done then it’s time to define few more strategies based on your study, which will help you be clear throughout the journey.


“It’s Time to work on Looks, Money and Places”

Creative Strategy

Cross Channel Strategy

Budget Strategy

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Step 5 - Actionable Tactics Budget Strategy


Budgeting is one of the major strategy which needs to be define for which being a marketer you should know the pocket information - how much a advertiser wishes to spent on ads accordingly you can decide on the channels, ads type and duration.

These are some questions you should ask, whether you are the owner of the company or if you’re on the marketing team, before you can create a marketing budget.

● What percent of your budget can you spend on marketing?● What is your customer lifetime value (CLV)?● How do you convert cold traffic into customers? What is your

funnel/conversion process?

Use a worksheet for budget planning to have a clear understanding on what is to be done.

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Step 5 - Actionable Tactics- Cross Channel Strategy

Your audience is everywhere, on every platform therefore it is important that digital advertising should be a part of your holistic or integrated marketing plan. Your all channels should speak a same words. There are four major points you need to focus on and cycle should be like -


AcquireUse digital ads of different channels like facebook, twitter and all to acquire a customers information - subscribe to email, download app, visit website, click ads, lead ads etc. .

EngageOnce you acquired customer it become important to engage with them by providing relevant information like - personalized emails, blogs, read reviews, comparison shopping etc.

AdvocacyPlan or define to build advocates. Your audience have power to speak about your brand which might be good or bad. so, always give good reasons to your advocates to speak positive on social channels .

Retain Look for some marketing automation technology to retain/convert your customer. Here you ask users to perform actions like - write a review, share with friends, enroll and get reward, social sharing

Basic funda to know is- Listen, Learn, & Speak Which Means - Listen across the web, learn from a sentiments and accordingly take actions and speak.

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Step 5 - Actionable StrategyCreative Strategy


Define Creative strategy - Convince & ConvertMeans Determine what an advertising message you will say or communicate

Your Creative strategy should have the correct mix of product context, guided creative and data - driven creative.

Once you understand your audience, their channel preference and content most preferred by them then it will become easier for you to draft correct creative strategy for your audience.

Content Planning and creative planning is tricky, at the same time it is king in today’s digital world.

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Step 6 - Media Planning & Metrics


Prepare worksheet of your ad planning to present a client with correct objective, formats and metrics along with a budget allocation.

We at MarketerBoard, helps you with digital ad planning in a smart way. Know more about MarketerBoard Digital Planning - https://marketerboard.com/digital-marketing.php

Define the metrics you will measuring later here itself.

https://marketerboard.com/digital-marketing.php

https://marketerboard.com/digital-marketing.php

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Buying MethodKnow the pricing structure of digital ads



Digital Performance media have four common pricing model, which one should be familiar with.“


Know Digital ads Buying Methods / Pricing Model

When we talk about digital advertising, the whole online ads buying revolve around four buying method - CPM, CPC, CPL, CPA. Let’s understand each one of them in brief and there calculation also.

Cost Per Click (CPC)In simple terms, CPC means pay only when someone clicks on your ad. This buying method is effective if marketer’s objective is to drive a traffic. CPC buying method is one of the most common Pricing structure.

CPC Calculation =Actual Ad Spend/Click

Cost Per Thousand (CPM)In CPM an advertiser is charged for every thousand impression, in simple term - pay when an ads is seen by thousand people. This buying method is more effective when marketer objective is brand building.

CPM Calculation = (Actual Cost spent on Ad /Impression)*1000

Cost Per Lead (CPL)In CPL an advertiser pay for leads - contact information of customer. This buying method is more action oriented and is effective when their objective is to collect information through landing page.

CPL Calculation = . Actual Cost spent on Ad /Lead

Cost Per Acquisition (CPA)In CPA, an advertiser is charged for every purchase or order made by a customer. This buying method is more favourable for ecommerce business where a focus is to drive a customer to purchase immediately.

CPA Calculation = Actual Ad Spend/Total Attributed Conversions

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Optimization & Measurement Next is to test or optimize based on your observation & calculate metrics.



Know How to Monitor & Optimize the digital ads.

Testing, Monitoring and optimization is very important for digital ad to create successful digital advertising strategy and it will also help in optimization - increase ROI.

Optimization become little difficult without testing your digital ads. There are 2 common type of testing A/B Testing & Multivariate testing. In most cases A/B Testing is used where a marketer tries different combination of creative, text & CTA. proper testing helps marketer to think in a broader level and allows him to take a correct measures on his digital strategy.

Let’s have a look at a checklist of what to test in your digital ads.

Now the question come, what to check while testing a digital ads -



Testing, Monitoring and optimization is very important for digital ad to create successful digital advertising strategy and it will also help in optimization - increase ROI.

❏ Creative

❏ Headline & Text

❏ CTA

❏ Targeting

❏ Ad Format

❏ Ad Timing

Social Ads


Test different variation or tone of your ad text, designs, formats, targeting to check which text, design, group, format and CTA is more engaging and performing well on social platform.

❏ Story flow

❏ Headline & Text

❏ CTA

❏ Targeting

❏ Concept

Video Ads

In video, it is all about first 5 seconds. Which increase pressure in marketer how to catch audience attention in initial seconds

❏ Creative

❏ Headline & Text

❏ CTA

❏ Targeting

❏ Ad Format

❏ Ad Delivery

❏ Ad Networks

Display Ads Display ad have a lot to do with it, it is vast and cross channel. While testing display ad important point which needs to keep in mind is - ad networks and ad delivery, rest are same as others.

❏ Headline & Copy

❏ CTA

❏ Targeting

❏ Landing Page

Search Ads Search ads are simple but yet tricky to test and optimize due to heavy competition, to get a better result it is good to try multiple ad option by changing headline, copy & targeting.


Metric Digital Advertising metrics

Most advertiser looks for these common metrics for their digital ads. We have already gone through the buying method, further let’s have a look at few more digital metrics -

● Reach Simple, here a marketer calculate a number of people viewed your ad.

● Impression It is a number of time your displayed to a people, it might be clicked or not

● Engagement Engagement count or rate is calculated based on total engagement received on an ad. Engagement - like, share, comment, dislike, view etc.

● CTR (Click Through Rate)It is used to know efficiency of an ad. To calculate CTR, divide click with impression received.

● Conversion As mentioned before, it is counted when any action is performed.

● Clicks Most common metric in a market which says pay when someone click on your ad.

● Views It is more likely to use for video ads

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The ConclusionTechnology industry is changing fastly, so as your audience. Today the way consumer consume technology is different, the way information is shared and consume is different. In this case, it become very crucial and also important for marketer to keep themselves up- to-date with technology changes to build a successful digital advertising strategy.

Every marketer have their own style of working but when we talk about crafting digital advertising strategy - given six steps can really help you with successful strategy.

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