Module 11: Pay Per Click (Paid Media Marketing)
Pay Per Click (Advertisement)
1. PPC Introduction
PPC, which stands for Pay-Per-Click, is an online advertising model where advertisers pay a fee every time their ad is clicked. It is a form of digital advertising that allows businesses to display ads on various platforms, such as search engines and social media sites, and only pay when someone clicks on their ad.
The most common platform for PPC advertising is search engines like Google, where ads appear alongside search results. These ads are typically shown based on keywords related to the advertiser’s products or services. When a user searches for a specific keyword, the search engine displays relevant ads, and advertisers bid on those keywords to determine ad placement.
2. Online Advertising Foundation
The foundation of online advertising lies in leveraging digital platforms and technologies to promote products, services, or brands to a targeted audience. It encompasses various strategies and tactics aimed at capturing the attention, interest, and engagement of potential customers online.
3. Facebook and Instagram Advertising (Meta Ad)
Meta Metrics
| Reach | The number of unique people who saw your content. | Reach = Impressions / Frequency |
| Impression | The number of times your content was displayed, regardless of whether a unique person saw it or not. | Impression = Cost / (CPM X 1000) |
| Frequency | The average number of times a person saw your content. | Frequency = Impressions / Unique Users |
| Engagement | The number of interactions with your content, such as likes, comments, shares, and clicks. | |
| CPE | The cost to get one person to interact with your content. | CPE = Cost / Engagement |
| Clicks | The number of times people clicked on your content. | |
| CPC | The cost to get one person to click on your content. | CPC = Cost / Clicks |
| Video Views | The number of times your video was watched. | |
| CPV | The cost to get one person to watch your video. | CPV = Cost / Video Views |
| Followers | The number of people who have subscribed to your content. | |
| Cost per Follower | The cost to acquire one new follower. | CPF = Cost / Number of new followers |
| CTR | The percentage of people who saw your content and clicked on it. | CTR = Clicks / Impressions * 100% |
| CPM | The cost to reach 1,000 people with your content | CPM = Cost / (Impressions / 1,000) |
| Eng Rate | The percentage of people who saw your content and interacted with it. | Eng Rate = Engagement / Impressions * 100% |
| ROI | ROI measures the efficiency of an investment by expressing the gain or loss from an investment relative to its cost. | ROI = (Net Profit / Investment Cost) * 100% |
Campaign Objective
| Awareness | Show your ads to people who are most likely to remember them | Good for: 1. Reach 2. Brand awareness 3. Video views 4. Store location awareness |
| Traffic | Send people to a destination, such as your website, app, Instagram profile, or Facebook event | 1. Link clicks 2. Landing page views 3. Messenger on Instagram and WhatsApp 4. Calls 5. Instagram profile visits |
| Engagement | Get more messages, and purchases through messaging, video views, post engagement, Page likes, or event responses. | 1. Messenger, Instagram and WhatsApp 2. Video views 3. Post Engagement 4. Conversions 5. Calls |
| Leads | Collect leads for your business or brand. | 1. Instant Forms 2. Messenger and Instagram 3. Conversions 4. Calls |
| App Promotion | Find new people to install your app and continue using it. | 1. App installs 2. App events |
| Sales | Find people who are likely to purchase your product or service. | 1. Conversions 2. Catalogue sales 3. Messenger, Instagram and WhatsApp 4. Calls |
Practical Campaign Set up
- How to Set Up a Campaign?
- What is Campaign, Ad set, and Ad?
- AB Testing?
- What is the Budget & scheduling?
- What is Audience Targeting and How Does It Work?
- LAL Audience
- Custom Audience
- What is Placement?
- What is a Partnership ad?
- Ad Creative?
- Ad Copies?
- CTA?
- Instant Forms?
Tracking
- CRM events (Add to get Quality Leads)
- Website events(Add pixel code to your website)
- App events (Add events to your app to view analytics.)
4. Google Advertising
Google Metrics
| Cost | How much money you've spent on your ad campaign | |
| Impressions | How many times your ad is served or shown | |
| Clicks | The number of clicks an ad receives on Google search or Google display network. | |
| CPC | How much you're paying on average for each click | CPC = Cost/Clicks |
| Conversions | Metric shows you the number of conversions you've received after the initial ad | |
| Conversion rate | The ratio of clicks to conversions is known as the conversion rate | Con rate = (Total Conversation / Total no of Clicks) X 100 |
| Cost Per Acquisition | How much it costs to acquire one conversion from your campaigns | CPA = CPC / Conversion Rate |
| ROAS | ROAS is how effective your ads campaign is | ROAS = Total Revenue from Advertising / Total Advertising Cost |
| Quality Score | Quality Score is a number that represents how relevant your ad is to the keywords you're targeting and to the landing page |
Campaign Objective
| Sales | Drive Sales Online, in app, by Phone, or in Store | |
| Leads | Get leads and other conversions by encouraging customers to take action | |
| Website Traffic | Get the right people to visit your website | |
| Product and Brand Consideration | All Features are in Awareness and Consideration | |
| Awareness and Consideration | Get the right people to visit your website | |
| App Promotion | Get more installs, engagement and pre-registration for your app | |
| Local Store Visits and Promotions | Drive visits to local stores, including restaurants and dealerships. | Goals: - Contact - Get Directions - store locations: - Your business locations - Affiliate locations |
| Create a Campaign without a goal's guidance | Choose a campaign type first, without a recommendation based on your objective. - Search - Performance Max - Display - Shopping - Video - App - Smart - Hotel - Demand Gen |
Practical Campaign Set up
- How to set up a Search Ad Campaign?
- What is Bidding and bid strategy?
- What are Audience segments?
- Keywords Match Type?
- Headlines & Descriptions
- Asset Types
- Sitelinks
- Callouts
- Prices
- Calls etc…
- What is Display Ad and How it works?
- What is YouTube Ad and How it works?
5. LinkedIn Advertising
What is a LinkedIn ad
LinkedIn Ads are a powerful paid advertising tool within the professional networking platform. They allow businesses and individuals to reach a highly targeted audience of professionals by placing ads throughout the platform.
Campaign Objective
| Awareness | Brand awareness: Want more people to learn about my business. Why Choose this objective: To tell more people about your product, services, company, or LinkedIn Event |
| Consideration | Website visits: Want more people to visit a website through LinkedIn. Why Choose this objective: Drive traffic to your website, marketing landing pages, LinkedIn Event - This campaign will be shown to people most likely to click on your ads |
| Engagement: Want more people to engage with the content posts. Why Choose this objective: To Increase social engagement with your content or LinkedIn Event and Increase followers to the Company Page - This campaign will be shown to people most likely to engage with your ad or follow your company |
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| Video views: Want more people to watch the videos. Why Choose this objective: To share your videos with more people - This campaign will be shown to people most likely to view your videos |
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| Messaging: Want more people to message the company on LinkedIn Messaging. Why Choose this objective: Increase engagement with your audience through Messaging and Increase followers to your member profile or Company page profile. Share more information about your product, services, or company |
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| Conversions | Lead generation: Want more quality leads on LinkedIn. Why Choose this objective: To Capture leads on LinkedIn. Use a Lead Gen Form pre-filled with LinkedIn profile data. Directly integrate with a lead management platform - This campaign will be shown to people most likely to fill out a LinkedIn Lead Gen Form |
| Website conversions: Want more purchases, registrations, or downloads. Why Choose this objective: To Capture leads on your website and Drive actions that are valuable to your business. - This campaign will be shown to people most likely to take the actions you define as valuable for your business |
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| Job applicants: Want to promote job opportunities at the company. Why Choose this objective: To tell people about relevant job opportunities at your company and Drive more applications to your job opportunities. - This campaign will be shown to people most likely to view or click on your job ads |
Practical Campaign Set up
- How to Set Up a Campaign?
- What is Campaign Groups, Campaigns, and Ads?
- What is Audience Targeting and How Does It Work?
- LinkedIn Audience
- Audience Attributes
- Custom Audience
- Ad format?
- Placements?
- Forecasted results?
- Creative and Copy?
6. Twitter Advertising
Campaign Objective
| Reach | Get more people to see my ad. |
| Engagements | Get more likes, Retweets, replies, and link clicks. |
| Website Traffic | Get more visitors to my website. |
| Keyword | Reach users with high intent |
Practical Campaign Set up
- How to Set Up a Campaign?
- Choose Objective
- Create Ad
- Ad text
- Media
- Customize delivery
- Audiance Targeting
- Keywords
- Follower look-alikes
7. Snapchat Advertising
Practical Campaign Set up
- How to Set Up a Campaign?
- What is Campaign, Ad set, and Ad?
- AB Testing?
- What is Audience Targeting and How Does It Work?
- What is Placement?
- Ad type?
Tracking
- Snap Pixel
- Snap App ID Tracking
8. Conversion Rate Optimization
Conversion rate optimization (CRO) is the process of increasing the percentage of visitors to your website or app who take a desired action, such as making a purchase, signing up for a newsletter, or downloading a white paper.
Why is CRO important?
- To Increase Revenue: By increasing your conversion rate, you can make more money from the same amount of traffic.
- To Reduce customer acquisition costs: It’s cheaper to convert existing visitors into customers than it is to acquire new ones.
- To Improve user experience: By optimizing your website for conversions, you’re also making it easier for users to find what they’re looking for and complete their goals
How do you do CRO?
- Define goals and target audience:
– What specific actions do you want visitors to take? (e.g., purchase, subscribe, signup)
– Who are you trying to reach with your website/app? (buyer personas) - Analyze the current situation:
– Audit your website/app for usability issues and conversion roadblocks.
– Use analytics tools to understand user behavior and identify drop-off points in your conversion funnel.
– Conduct A/B testing to see which elements currently work well and which ones need improvement. - Develop hypotheses and prioritize:
– Based on your analysis, what changes do you think might improve your conversion rate?
– Prioritize your hypotheses based on potential impact and ease of implementation. - Implement and test:
– Implement your chosen changes on your website/app.
– Use A/B testing or other methods to compare the performance of the new version with the old one.
– Analyze the results and draw conclusions. - Iterate and refine:
– Based on your results, refine your hypotheses and continue testing and optimizing.
– Remember, CRO is an ongoing process, not a one-time fix.
The benefits of CRO?
- Increased website traffic: By improving your website’s usability and relevance, you can attract more visitors.
- Improved brand awareness: By providing a positive user experience, you can create a more positive impression of your brand.
- Increased customer loyalty: By making it easier for customers to do business with you, you can increase their loyalty.
9. Remarketing & Recall Ads
- Remarketing: Remarketing, also known as retargeting, involves showing targeted ads to users who have previously interacted with your website or app. This interaction could include browsing specific pages, adding items to a cart, or making a purchase.
- Recall Ads: Recall ads are a specific type of brand awareness campaign that focuses on reminding consumers of a brand they may have encountered before, even if they haven’t directly interacted with the brand’s website or app.
10. Media Planning and Tracker
- What is Media Planning?
- Why do we need to create a Media Plan?
- Different types of Media Plan.
- What is a Media Tracker and why create one?