DM - All Merged

Digital
Marketing
Ice Breaking Session
Dr. Rishi Dwesar

Contents:
1. Industry Overview
2. Data & Digital Marketing
3. Digital Marketing Eco-system
4. Digital Marketing Channels & Activities
© 2019 Rishi Dwesar, IBS Hyderabad

5. Digital Marketing Tech
Who does the work?

Use of Data in Digital Marketing

Source: https://www.salesforce.com/content/dam/web/en_us/www/assets/pdf/datasheets/digital-advertising-2020.pdf
Use of Data in Digital Marketing
(Cont.)

Source: https://www.salesforce.com/content/dam/web/en_us/www/assets/pdf/datasheets/digital-advertising-2020.pdf
Source: Global Ad Spend Forecasts, January 2018, Dentsu Aegis Network
Source: Global Ad Spend Forecasts, January 2018, Dentsu Aegis Network
Source: S&P Global Ratings

Job Opportunities
Client Agency Publishers & Consulting

Side Side Intermediari
es Campaign
•Marketing •Accounts Developer
Manager Manager • Sales Manager
•Social Media •Digital/Online Digital
•Business Analyst
Manager Marketing Marketing
•Communicatio Strategist •Content Creation Analyst
ns Manager
•Content

•Digital Manager •Market Research
Digital
Specialist Product
•Media Manager
•Sales etc. Development
•Strategic
•Strategic Planner UX/UI
Planner
Consultant
Online Marketing Vs.
Digital Marketing
What is the Difference?

Digital Marketing Vs.
Digital Advertising
What is the Difference?

Publishers Facilitators
Potential
Customers
Advertisers Digital Marketing

Agency
Let’s Understand it More
Rationally!

Let’s Experience it Ourselves

Behavioral Targeting
Behavioral targeting comprises a range of technologies and
techniques used by online website publishers and advertisers aimed at
increasing the effectiveness of advertising using user web-
browsing behavior information.
In particular, "behavioral targeting uses information collected from an

individual's web-browsing behavior (e.g., the pages that they have
visited or searched) to select advertisements to display.
Programmatic Advertising
Programmatic media buying, marketing and advertising is
the algorithmic purchase and sale of advertising space in real
time. During this process, software is used to automate the
buying, placement, and optimization of media inventory via a
bidding system
Real Time Bidding

Real-time bidding (RTB) is a means by which advertising
inventory is bought and sold on a per-impression basis, via
programmatic instantaneous auction, similar to financial
markets.
Remarketing is a clever way to connect with visitors to
your website who may not have made an immediate purchase
or enquiry. It allows you to position targeted ads in front of a
defined audience that had previously visited your website - as
they browse elsewhere around the internet.

Google Ads & Google AdSense
 Google Ads (Earlier called as Google AdWords) is an

advertising service by Google for businesses wanting to
display ads on Google and its advertising network.
 AdSense (Google AdSense) is an advertising placement

service by Google. The program is designed for website

publishers who want to display targeted text, video or
image advertisements on website pages and earn money
when site visitors view or click the ads.
Internet
Basics of Advertising on

Definition of Advertising
Advertising means any paid form of

non-personal presentation and promotion
of ideas, goods, or services by an

identified sponsor.
AMA
In What Ways Can Advertisement
be Purchased?
1.Pay for Impressions (Model)
Purchased In Thousand i.e.
CPT (Metric) = Cost Per Thousand Impression,

CPM (Metric) = Cost Per Mille
In Latin, French and Italian mille means one thousand
2. Pay for Clicks (Model)

CPC (Metric) = Metric
Which Came First: Payment by Impressions
or Payment By Clicks?
Why Payment By Clicks?

What’s the new trend in this direction?
Impressions CPM vCPM
Clicks CPC CTR Bounce Rate
Sign-

up CPA = Cost Per Acquisition, Action
Purc
hase
Cost-per-thousand viewable impressions bids
(vCPM) let you bid for impressions when your
ads appear in a viewable position, and you only pay
when ads are measured as viewable by Active View.
Viewability is measured by the Active
View technology on Display Network websites.
An ad is counted as "viewable" when 50 percent of

your ad shows on screen for one second or longer
for display ads, and two seconds or longer for video
ads.
Source: Adwords
Bounce Rate: the percentage of
visitors to a particular website
who navigate away from the site
after viewing only one page.
Exit rate is the percentage of

visitors to a site who actively

click away to a different site
from a specific page, after
possibly having visited any other
pages on the site
Contextual Advertising Vs. Native Advertising
Contextual advertising is a form of targeted

advertising for advertisements appearing on websites or other
media, such as content displayed in mobile browsers.
The advertisements themselves are selected and served by
automated systems based on the identity of the user and the content
displayed.

Native advertising is a type of advertising, mostly online, that
matches the form and function of the platform upon which it
appears. In many cases, it manifests as either an article or video,
produced by an advertiser with the specific intent to promote a
product, while matching the form and style which would otherwise be
seen in the work of the platform's editorial staff.
Inbound Marketing &
Outbound Marketing

Outbound Marketing Or
Interception Marketing
 Interruption marketing (also called Outbound
Marketing) is a pejorative term that refers to promoting a
product through continued advertising, promotions,
public relations and sales. It is considered to be an
annoying version of the traditional way of doing marketing
whereby companies focus on finding customers
through advertising.

Inbound Marketing
Inbound marketing is promoting a company
through blogs, podcasts, video, eBooks, e-newsletters,
whitepapers, SEO, physical products, social media
marketing, and other forms of content marketing which
serve to attract customer through the different stages of
the purchase funnel.

It involves activities that bring visitors in, rather than
marketers having to go out to get prospects' attention.
Inbound marketing earns the attention of customers, makes
the company easy to be found, and draws customers to the
website by producing interesting content.
https://www.youtube.com/watch?v=m-muJ6LlnVs
https://www.youtube.com/watch?v=hP34oHx68g0

DR. VAIBHAV
SHEKHAR
DIGITAL MARKETING svaibhav@ibsindia.or
INTRODUCTION g
9010288241
WHY DIGITAL MARKETING?
“Digital is at the core of everything in marketing today—it has gone from
‘one of the things marketing does’ to ‘THE thing that marketing does.’”
– Sanjay Dholakia, Former Chief Marketing Officer, Marketo
Google marketing insights found that 48% of consumers start their
inquiries on search engines, while 33% look to brand websites and 26%
search within mobile applications.
Businesses and marketers are more serious with their online moves and
are elevating their budget for digital ads with every quarter rising.
ERA OF DIGITAL CONSUMERS
TRADITIONAL VS DIGITAL MEDIA ADVERTISING
The most obvious and elementary reason for this growth is the revolutionary rise of smartphones
and the entire service ecosystem that made it a household utility.
https://www.esageit.com/digital-advertising-spends-in-india-2020-chapter/
DIGITAL MEDIA SPENDS ACROSS MEDIA FORMATS
(INR CR)
Different social media platforms like Facebook, Instagram, Twitter, Pinterest, and LinkedIn, has
been contributing to a huge volume of user engagement in the past years.
An Indian spends over 2.4 hours a day on different digital media apps, which is close to the global
averages.
(INR CR)
With businesses planning to strengthen their reach on search engines through SEO (Search Engine Optimization)
and SEM (Search Engine Marketing), they are fast adopting ever better tools and techniques to get greater user
response and achieve better performance metrics.
(INR CR)
The growth of online videos has been led by disruptive OTT (Over-The-Top) platforms like Netflix,
YouTube and Amazon Video, and independent business initiatives opting for their own high-end
video platforms to leverage the social media opportunities in the segment.
BREAK-UP FOR AD SPENDS ACROSS DIGITAL FORMATS
In 2018, linear ad revenues (TV, radio, print, OOH) witnessed a decrease of around 1.5%,
while digital ad revenues registered a growth of 15.5%.
DIGITAL MEDIA SPENDS ACROSS INDUSTRY VERTICALS
(INR CR)
AD SPENDS ON DIGITAL MEDIA BY FORMATS AND
VERTICALS
The industry-wise digital ad spends share depicted by the leading sectors is going to grow as
their advertising folio expands to accommodate broader marketing formats, growth strategies
and acquisition goals in 2020.
THE DEVICE-WISE BREAKUP OF DIGITAL MARKETING
SPENDS (INR CRORES)
The consistent increase in the use of hand-held devices and the connected facilities along with
a parallel growth of the high-speed internet services, have made the mobile phone a highly
preferred choice to interface with digital services and consume online data.
THE DEVICE-WISE BREAKUP OF DIGITAL
MARKETING SPENDS (INR CRORES)
the majority of aggregation on the desktop is now restricted to official and educational purposes. A large
section of users uses mobile phones and tablets to serve their purpose of online communication and
services. This includes everyone from on-the-move users to individuals who access the internet to help them
connect with some online utility or value.
As per 2019 data, it reached around Rs. 6,429 Crore which is around 47% of the total spends on digital
media. And this was a result of a whopping 26% growth on the media spend share it registered in 2018.
The monthly mobile internet user reach grew by 49% in 2018, to register a total monthly audience reach a share of
64% in 2019. With a continuous incremental growth trending, it is expected to impact the mobile spends greatly
In this measure for advertising spends for different devices, social media rakes in the most value claiming 27% (Rs
1753 crore) of share on the mobile platform. However, the same for desktop is estimated around Rs 2082 crore of
the amount at a share of 29%.
In this measure for advertising spends for different devices, social media rakes in the most value claiming 27% (Rs
1753 crore) of share on the mobile platform. However, the same for desktop is estimated around Rs 2082 crore of
the amount at a share of 29%.
HISTORY OF INTERNET
• The internet traces its roots to a US defense department project in the 1960s born out of (pdf) the
Cold War, and a desire to have armed forces communicate over a connected, distributed network.
• The military’s research arm, the Advanced Research Projects Agency (ARPA), began work on a
communication project, which led to the creation of ARPANET, one of the earliest iterations of
computers talking to each other on a network.
• As internet protocols and technologies were standardized, in the late 1980s and early 1990s,
universities, businesses, and even regular people started to connect over the internet.
• Berners-Lee created the first website browser (initially called WorldWideWeb and then renamed
Nexus).
• The University of Illinois at Urbana–Champaign (UIUC), led by Marc Andreessen, created the
Mosaic web browser in 1993 that the web started to take off.
• Andreessen and his team left the research facility at UIUC to start Netscape, the company that
produced the first web browser many people ever used: Netscape Navigator.
DOT COM BUBBLE
• The dotcom bubble is a stock market bubble that was caused by speculation in dotcom or
internet-based businesses from 1995 to 2000. The companies were largely those with a
“.com” domain on their internet address.
• The dotcom bubble is also associated with the NASDAQ Composite index, which rose by
582% from 751.49 to 5,132.52 from January 1995 to March 2000.
• The NASDAQ fell by 75% March 2000 to October 2002, erasing most of the gains since the
bubble started building.
• Several online and technology entities declared bankruptcy and faced liquidation – namely
Pets.co., Webvan, 360Networks, Boo.com, eToys, and others. Others struggled but survived
and are giants today – notably Microsoft, Amazon, eBay, Qualcomm, and Cisco, among
others.
• The bursting of the bubble caused market panic through massive sell-offs of dotcom company
stocks driving their values further down, and by 2002, investor losses were estimated at
around $5 trillion.
DOT COM BUBBLE
The dotcom bubble started collapsing in 1999, and the fall precipitated from March 2000 until
2002.
INTRODUCTION TO DIGITAL
MARKETING
• Digital refers to a number of different channels, all used to uniquely engage audiences and
tackle various goals of the conversion funnel.
• Digital marketing is the act of promoting and selling products and services by
leveraging online marketing tactics such as social media marketing, search marketing, and
email marketing.
• Thanks to digital’s vast amounts of targeting technology and capturing personal data,
marketers can reach both large audiences and more granular segments without
compromising scale.
• A number of user engagements metrices can be tracked such as impressions, clicks, website
hits, leads, and actual purchases.
• In as much, digital makes it easier than traditional media to track Return on Investment (ROI),
helping marketers to see the efficacy of their campaigns and make better decisions for
optimization and the future.
MARKETING
MARKETING
• A web cookie (also known as an HTTP cookie) is a tiny snippet of data that gets added to the
user’s web browser when they visit a certain website. The code is stored in the user’s browser
over a period of time set by its creators (or until the user deletes it), and changes the way the
browser interacts with certain pages.
• This technology is used to facilitate various functions, including:
1. Activating retargeting ads – more on that later
2. Storing stateful data (e.g. the items you’ve added to your shopping cart on an ecommerce site)
3. Retaining data previously entered into forms (used for autocomplete functions)
4. Saving user preferences
5. Authentication cookies communicate the user’s account details and log-in status to account-protected
servers
6. Recording user activity
https://www.targetinternet.com/digital-marketing-guide-to-cookies/
DIFFERENCE: TRADITIONAL
VS DIGITAL MARKETING
• Outbound marketing refers to any kind of marketing where a company initiates the
conversation and sends its message out to an audience (Seller-centric or Push Marketing).
• Outbound marketing examples include more traditional forms of marketing and advertising
such as TV commercials, radio ads, print advertisements (newspaper ads, magazine ads,
flyers, brochures, catalogs, etc.), tradeshows, outbound sales calls (AKA "cold calls").
https://www.wordstream.com/outbound-marketing
• Inbound marketing, in simple terms, is the process of helping potential customers find your
company. This frequently happens before the customer is even ready to make a purchase, but
making contact early can turn into brand preference and, ultimately, leads and revenue
(buyer-centric or Pull Marketing).
• Inbound marketing is a strategy that utilizes many forms of pull marketing—content marketing,
blogs, events, search engine optimization (SEO), social media etc.—to create brand
awareness and attract new business.
https://www.marketo.com/inbound-marketing/
DIFFERENCE: TRADITIONAL
VS DIGITAL MARKETING
https://vtldesign.com/digital-marketing/inbound-marketing-vs-outbound-marketing/
DIGITAL MARKETING VS ONLINE
MARKETING VS INTERNET
MARKETING
• Digital marketing is an umbrella term that includes anything that requires the use of an
electronic device, including online marketing. Examples of this include broadcasting, digital
OOH advertisements, podcasts and e-books. Digital marketing has been growing with the
dominance of digital platforms in the 21st century, replacing traditional marketing.
• Online marketing is a subset of digital marketing. Any marketing that requires the internet to
perform is considered online marketing. Websites, blogs, social media and emails are all
methods of online marketing. Online marketing focuses on attracting customers and building
an online presence.
• Internet marketing, also known as online marketing, is a subset of digital marketing that
includes strategies you use to market yourself online. To qualify as an Internet marketing
strategy, it must require the Internet to work and connect with leads. Internet marketing
focuses on building a presence on the web.
https://patlin.com.my/2019/04/08/differences-digital-marketing-online-marketing/
https://www.webfx.com/blog/marketing/digital-marketing-vs-internet-marketing/
DIFFERENCE: TRADITIONAL VS
DIGITAL MARKETING
Traditional Marketing Digital Marketing
One- Many Communication One to One or One to Many or Many to
Many Communication
Mass Marketing (Push) Model Individualized Marketing or Mass
Customization (Pull)
Monologue Dialogue
Branding Communication
Supply Side thinking Demand Side thinking
Customer as a Target Customer as a Partner
Segmentation Communities
WEB 1.0 VS WEB 2.0 VS WEB
3.0
Web 1.0
It is the “readable” phrase of the World Wide Web with flat data. In Web 1.0, there is only limited
interaction between sites and web users. Web 1.0 is simply an information portal where users
passively receive information without being given the opportunity to post reviews, comments, and
feedback.
Web 2.0
It is the “writable” phrase of the World Wide Web with interactive data. Unlike Web 1.0, Web 2.0
facilitates interaction between web users and sites, so it allows users to interact more freely with
each other. Web 2.0 encourages participation, collaboration, and information sharing. Examples of
Web 2.0 applications are Youtube, Wiki, Flickr, Facebook, and so on.
Web 3.0
It is the “executable” phrase of Word Wide Web with dynamic applications, interactive services, and
“machine-to-machine” interaction. Web 3.0 is a semantic web which refers to the future. In Web 3.0,
computers can interpret information like humans and intelligently generate and distribute useful
content tailored to the needs of users. One example of Web 3.0 is Tivo, a digital video recorder. Its
recording program can search the web and read what it finds to you based on your preferences.
WEB 1.0 VS WEB 2.0 VS WEB
3.0
https://101blockchains.com/web-3-0-blockchain-technology-stack/
THE INTERNET MARKETING
TREE
https://marketing-technology.cioreviewindia.com/cxoinsight/the-online-marketing-tree-nid-2646-cid-
TODAY’S QUESTION
Suppose that a furniture retailer.www.creaticity.com appoints you as its digital
marketing strategist. Outline the broad steps that you will follow to
develop/evaluate the digital marketing strategy of the retailer.
DEVELOPING DIGITAL
MARKETING STRATEGY
• A digital marketing strategy is an plan of action that helps a business achieve specific
digital goals through carefully selected online marketing channels such as paid, earned, and
owned media.
• Digital marketing campaigns are the building blocks and actions within your digital
marketing strategy that move you toward a specific end goal.
For instance, if the overarching goal of your digital marketing strategy is to generate more
leads through social media, you might run a digital marketing campaign on Twitter. You may
share some of your business's best-performing gated content on Twitter to generate more
leads through the channel.
https://blog.hubspot.com/marketing/digital-strategy-guide
DEVELOPING DIGITAL
MARKETING STRATEGY
1. Build your buyer personas.
2. Identify your goals and the digital marketing tools you'll need.
3. Evaluate your existing digital channels and assets.
4. Audit and plan your owned media campaigns.
5. Audit and plan your earned media campaigns.
6. Audit and plan your paid media campaigns
7. Establish your Digital Marketing Budget
8. Identify available talent
9. Bring your digital marketing campaign together.
DEVELOPING DIGITAL
MARKETING STRATEGY
1. Build your buyer personas – Who you are marketing to?
• For any marketing strategy — digital or not — you need to know who you're marketing to.
• The best digital marketing strategies are built upon detailed buyer personas, and your first
step is to create them.
• Organize your audience segments and make your marketing stronger with templates to
build your buyer personas.
• Buyer Personas are fictional, generalized representations of your ideal customers. They
help you understand your customers (and prospective customers) better, and make it easier
for you to tailor content to the specific needs, behaviors, and concerns of different groups
DEVELOPING DIGITAL
MARKETING STRATEGY
• The first step is to craft your persona by asking specific questions about your ideal customer
to find out as much as you can about who they are and how they interact with your
organization, in order to pinpoint how to make them a customer.
• Buyer personas represent your ideal customer(s) and can be created by researching,
surveying, and interviewing your business's target audience.
• But what kind of information should you gather for your own buyer persona(s) to inform
your digital marketing strategy? - That depends on your businesses — it's likely to vary
depending on whether you're B2B or B2C, or whether you sell a high-cost or low-cost
product.
DEVELOPING DIGITAL
MARKETING STRATEGY
• Following information can serve as starting point: Age, Gender, Location, Income, Job
Title, and Hobbies & Interests.
• Personas can be developed by asking questions such as: What is their profession? What
does a typical day in their life look like? Where do they go for information? How do they
prefer to obtain goods and services? What is important to them when choosing a
vendor? What do they value most? What are their goals?
• Creating a buyer persona offers you insights into the customer that you otherwise
wouldn’t be privy to. Once you have your persona, share it with the marketing, sales, and
customer service team to ensure that your entire organization has the same view of your
ideal customer.
DEVELOPING DIGITAL MARKETING STRATEGY
• Your marketing goals should always be tied back to the fundamental goals of your
business. For example, if your business's goal is to increase online revenue by 20%,
your marketing team's goal might be to generate 50% more leads via the website than
the previous year to contribute to that success.
• Whatever your overarching digital marketing goal is, you must be able to measure the
success of your strategy along the way with the right digital marketing tools.
• Primary company goals for using Digital Marketing channels.
i. Brand Awareness
ii. Lead Generation
iii. Sales
iv. Engagement & Loyalty
v. Customer Education
• When you set goals, you must establish:
a) What you want to achieve
b) When you want to reach it
c) How you’ll measure that achievement
Popular digital marketing channels
i. Email Marketing
ii. Pay-Per-Click Advertising (PPC)
iii. Search Engine Optimization (SEO)
iv. Display Advertising
v. Social Media Marketing (SMM)
vi. Content Marketing
vii. Affiliate Marketing
viii. Online Public Relations
Source: https://ontopvisibility.com/the-elements-of-a-successful-digital-marketing-
• When reviewing your existing digital marketing channels and assets to determine what to
incorporate in your strategy, it's helpful to first consider the big picture — this will prevent
you from feeling overwhelmed or confused.
• Gather what you have, and categorize each vehicle or asset in a spreadsheet, so you
have a clear picture of your existing owned, earned, and paid media.
• To do this effectively, use the owned, earned, and paid media framework to categorize
the digital "vehicles", assets, or channels you're already using and decide what's a good
fit for your strategy.
Owned Media
This refers to the digital assets your brand or company owns — whether that's your website,
social media profiles, blog content, or imagery. Owned channels are the what your business
has complete control over. This can also include some off-site content you own that isn't
hosted on your website (e.g. a blog you publish on Medium).
Earned Media
Earned media refers to the exposure you earn through word-of-mouth marketing. Whether
that's content you've distributed on other websites (e.g. guest posts), PR work you've been
doing, or the customer experience you've delivered. Earned media is the recognition you
receive as a result of these efforts. You can earn media by getting press mentions and
positive reviews as well as by people sharing your content via their networks (e.g. social
media channels).
Paid Media
Paid media refers to any vehicle or channel you spend money on to catch the attention of
your buyer personas. This includes things like Google Ads, paid social media posts, native
advertising (e.g. sponsored posts on other websites), or any other medium through which
you pay in exchange for increased visibility.
Say you have an owned piece of content on a landing page on your website that's been
created to help you generate leads. To amplify the number of leads the content generates,
you make an effort to ensure it's shareable so your audience can distribute it via their social
media profiles. In return, this will increase traffic to your landing page. This is the earned
media component. To support your content's success, you might post about the content on
your Facebook page and pay to have it seen by more people in your target audience.
• At the heart of digital marketing is owned media — and it almost always takes comes in the
form of content. That's because nearly every message your brand broadcasts can be
classified as content, whether it's an About Us site page, product descriptions, blog posts,
ebooks, infographics, podcasts, or social media posts.
• Content helps convert your website visitors into leads and customers while improving your
brand's online presence. And when this content is search engine optimized (SEO), it can
boost your search and organic traffic.
• Whatever your digital marketing strategy goal is, you'll want to incorporate owned content.
To start, decide what content will help you reach your goals. If your goal is to generate 50%
more leads via the website than last year, your About Us page is most likely not going to be
included in your strategy, unless that page has somehow been a lead-generation machine
in the past.
• Whatever your digital marketing strategy goal is, you'll want to incorporate owned content.
• To start, decide what content will help you reach your goals. The idea here is to figure out what's
currently working, and what's not, so that you can set yourself up for success when planning
future content.
If your goal is to generate 50% more leads via the website than last year, your About Us page is
most likely not going to be included in your strategy, unless that page has somehow been a
lead-generation machine in the past.
• Based on your buyer personas, identify any gaps in the content you have.
For example, if you're a math tutoring company and know through research that a major
challenge for your personas is finding effective ways to study — you don't currently have content
that speaks to that concern — create some.
• By looking at your content audit, you might discover that ebooks hosted on a certain type of
landing page convert really well (better than webinars, for example).
In the case of this math tutoring company, you might make the decision to add an ebook about
"how to make studying more effective" to your content creation plans.
Create a content creation plan filling the identified gaps and help you hit the goals thereby
outlining:
1. Title
2. Date
3. Author
4. Format (blog post, social media, webinar etc.)
5. Goal (Why you're creating the content)
6. Priority level of the content
Create a content creation plan
https://www.marketmotive.com/blog/discipline-specific/discipline-content-marketing/content-calendar-templates-help-content-
strategy-article
https://blog.alexa.com/use-content-audit-template-assess-measure-plan-future/
Content creation plan template:
Measure Your Content’s Engagement Metrics
https://blog.alexa.com/use-content-audit-template-assess-measure-plan-future/
5. Audit and plan your earned media campaigns.
• Evaluating your previous earned media against your current goals can help you get an idea of
where to focus your time.
• Look at where your traffic and leads are coming from (if that's your goal) and rank each earned
media source from most effective to least effective.
• You may find a particular article you contributed to the industry press drove a lot of qualified
traffic to your website, which boosted conversions. Or, you may discover LinkedIn is where you
see most people sharing content, which increased traffic.
• The idea is to build a picture of what types of earned media will help you reach your goals (and
what won't) based on historical data. However, if there's something new you want to experiment
with, don't rule it out just because it's never been done before.
• How to Conduct a Social Media Audit (Includes a Free Template)
https://blog.hootsuite.com/social-media-audit-template/
6. Audit and plan your paid media campaigns.
• This process involves much of the same process: You need to evaluate your existing paid media
across each platform (e.g. Google AdWords, Facebook, Twitter, etc.) to figure out what's most
likely to help you meet your current goals.
• If you've spent a lot of money on AdWords and haven't seen the results you'd hoped for, maybe
it's time to refine your approach, or scrap it altogether and focus on another platform that seems
to be yielding better results.
• If you've spent a lot of money on AdWords and haven't seen the results you'd hoped for, maybe
it's time to refine your approach, or scrap it altogether and focus on another platform that seems
to be yielding better results.
• Keep track of your paid media efforts with this free Paid Media Template.
• Example: Google Ads (PPC) Campaign Template
7. Establish your budget
• Defining what digital marketing channels to use will also help identify the budget that you will set
aside for pursuing these campaigns. Budget allocations may include the following:
i. Fees for digital marketing manager and staff
ii. Paid advertising budgets
iii. Payment for content creation services
iv. Fees for graphic artists, photographers and videographers
• When you’re setting up your digital marketing budget, the 70-20-10 rule is extremely helpful for
helping you allocate funds effectively. Here’s how that breaks down.
Spend 70 percent of time and money on “now”
Spend 20 percent of time and money on “next”
Spend 10 percent of time and money on “new”
https://www.webfx.com/blog/marketing/digital-marketing-budget-2019/
https://www.webfx.com/digital-marketing-pricing.html
8. Identify Available talent
• Maintaining a digital marketing campaigns will require the use of personnel with a certain level of
skills and knowledge on various aspects of your channels. You need to identify these to
establish if your in-house resources would be sufficient for the job or will there be a need for
outsourcing. These skills should include:
i. Development Skills – for your website design and development needs.
ii. Creative Skills – includes both writing and visual creation skills.
iii. Search Skills – talent needed for search marketing.
iv. Social Skills – talent needed for engaging potential customers through social media.
• You've done the planning and the research, and you now have a solid vision of the elements that
will make up your digital marketing strategy.
• To review, here's what you should have solidified so far:
a. Clear profile(s) of your buyer persona(s)
b. One or more digital marketing-specific goals
c. An inventory of your existing owned, earned, and paid media
d. An audit of your existing owned, earned, and paid media
e. An owned content creation plan or wish list
Now it's time to bring all of this together to form a cohesive marketing strategy document. Your
strategy document should map out the series of actions you're going to take to achieve your
goals, based on your research up to this point.
Digital Marketing software: https://blog.hubspot.com/marketing/digital-marketing-tools
Source: http://www.ninestats.com/9-shocking-seo-statistics-2017/
https://gs.statcounter.com/search-engine-market-share
https://gs.statcounter.com/search-engine-market-share/all/india/2017
https://gs.statcounter.com/platform-market-share/desktop-mobile-tablet/india
SEO Effectiveness
Search Engine Marketing (SEM)
• Search Engine is a tool that enables users to locate information on the
World Wide Web.
• Search engine marketing, or SEM, is a form of Internet marketing that

seeks to promote websites by increasing their visibility in search engine
result pages (SERPs) through the use of search engine optimization,
search advertising, paid placement, contextual advertising, and paid
inclusion.
• The marketing efforts undertaken on search engines are referred to as
search engine marketing.
63
Search Engine Results Page(SERP)
• Search Engine Results Page (SERP) includes everything that appears
on a search engine page after a request for a query is run. SERP
contains both Organic listings and Paid content (PPC)
• In order to generate SERPs, search engines make use of computer
programs or algorithms that can potentially answer a query made by
a user on the basis of:
1. Disqualify or restrict all websites that do not meet specific criteria,
set by search engine algorithm
2. Prepare the list of sites that are relevant
3. Rank and prioritize those sites in the order of importance
• Most search engines have begun incorporating elements of
personalized and local content.
64
What is SEO?
ü Search engines use keywords entered by users to find Web sites which
contain the information sought.
ü SEO stands for “search engine optimization.” It’s the practice of
increasing both the quality and quantity of website traffic, as well as
exposure to your brand, through non-paid (also known as "organic")
search engine results.
ü An internet-based tool that searches an index of documents for a
particular term, phrase or text specified by the user.
ü Commonly used to refer to large web-based search engines that search
through billions of pages on the internet.
ü Search engines are looking for authority, content and social signals on
a website.
ü How Google Search works:
https://www.youtube.com/watch?v=QMzuIhlFetU
How Do Search Engines Work?
• What is SEO and how does it work?
https://www.youtube.com/watch?v=tqg3F-8jBec
• The three key processes in delivering search results : Crawling,
Indexing and Serving Results (or Ranking).
ü Crawling is the process by which Googlebot discovers new and
updated pages to be added to the Google index. The program that does
the fetching is called Googlebot (also known as a robot, bot, or spider).
ü Google's crawl process begins with a list of web page URLs, generated
from previous crawl processes, and augmented with Sitemap data
provided by webmasters.
ü As Googlebot visits each of these websites it detects links on each page
and adds them to its list of pages to crawl. New sites, changes to
existing sites, and dead links are noted and used to update the Google
index.
ü Indexing is a process of storing and organises the content found during
the crawling process.
ü Googlebot processes each of the pages it crawls in order to compile a
massive index of all the words it sees and their location on each page.
(Indexing)
ü Relevancy is determined by over 200 factors, one of which is the PageRank for
a given page. (Serving Result)
ü PageRank is the measure of the importance of a page based on the
incoming links from other pages.
ü PageRank works by counting the number and quality of links to a page
to determine a rough estimate of how important the website is.
ü The underlying assumption is that more important websites are likely to
receive more links from other websites.
ü Google SEO Updates: 8 major Google algorithm updates, explained
https://searchengineland.com/8-major-google-algorithm-updates-explained-
282627
The Google PageRank Algorithm and How It Works
https://www.cs.princeton.edu/~chazelle/courses/BIB/pagerank.htm
• Robots.txt files are located in the root directory of websites (ex.
yourdomain.com/robots.txt) and suggest which parts of your site
search engines should and shouldn't crawl, as well as the speed at
which they crawl your site, via specific robots.txt directives.
• How Googlebot treats robots.txt files
1. If Googlebot can't find a robots.txt file for a site, it proceeds to crawl
the site.
2. If Googlebot finds a robots.txt file for a site, it will usually abide by
the suggestions and proceed to crawl the site.
3. If Googlebot encounters an error while trying to access a site’s
robots.txt file and can't determine if one exists or not, it won't crawl
the site.

SEO vs PPC
SEO vs PPC
https://www.impactplus.com/blog/seo-vs-ppc-infographic
SEO vs PPC
SEO vs PPC
SEO versus PPC
https://visual.ly/community/Infographics/computers/seo-vs-ppc-knowing-which-right-
your-website
SEO versus PPC
your-website
your-website
your-website
https://moz.com/beginners-guide-to-seo
Page Ranking factors
More Information:
https://www.youtube.com/watch?v=GEbS0a2JcAo
https://www.youtube.com/watch?v=H6QRv_bCzEI
On Page/Onsite Optimization
• On-page/ Onsite SEO is the practice of optimizing individual web pages
in order to rank higher and earn more relevant traffic in search engines.
• How relevant is your page to the query?
• User experience should be of paramount importance:
ü The website should be easy to use.
ü Information extracted should be useful.
ü The website should load fast.
ü Efficient internal linking structure through anchor text.
ü Anchor text is the visible characters and words that hyperlinks display
when linking to another document or location on the web.
ü Broken links should be avoided
ü All categories should be accessible from headers and footers.
© Oxford University Press 2017. All rights reserved. 79

User Experience
Importance
Of User
Experience
On Page/ Onsite SEO
• Domain Name/URL: https://www.youtube.com/watch?v=rAWFv43qubI
• https://www.youtube.com/watch?v=8r4Z3PizZ9g
• https://www.youtube.com/watch?v=xZAM1l8cxbs (Sub Domain versus Sub
Directory)
• https://www.youtube.com/watch?v=_MswMYk05tk
• Domain names are the unique, human-readable Internet addresses of
websites.
• A website domain is the name of the website or URL (Uniform
Resource Locator), and is sometimes called the host name.
Website Structure
• Website structure is an important aspect when considering SEO. The
website structure should be such that it leads the consumer or visitor
along a pre-determined path to conversion.
• For structuring a good website:
üPlan out a hierarchy before you develop your website.
üCreate a URL structure that follows the navigation hierarchy.
üCreate the site navigation in HTML or CSS.
üUse a ‘shallow’ depth navigation structure
üCreate a header that lists your main navigation pages.
üDevelop a comprehensive internal linking structure through anchor text.
• More information: https://moz.com/academy/website-architecture
Website Structure
Navigation
83
Website Structure
• It is the planning and design of the technical, functional and visual
components of a website - before it is designed, developed and
deployed.
• Every website has some “structure.” It might be a rigorous and
streamlined structure, or it may be a disorganized jumble of pages.
• Internal links are links that go from one page on a domain to a different
page on the same domain. They are commonly used in main navigation.
• These type of links are useful for three reasons:
1. They allow users to navigate a website.
2. They help establish information hierarchy for the given website.
3. They help spread link juice (ranking power) around websites.
• SEO best practices dictate that anchor text be relevant to the page you're
linking to, rather than generic text. The blue, underlined anchor text is
the most common as it is the web standard, although it is possible to
change the colour and underlining through html code.
Website Structure
• Breadcrumbs: https://www.youtube.com/watch?v=j9Ix17CYkHk
Breadcrumbs are an important part of almost any good website. These little
navigational aides not just help people visualize where they are on your
site, but also help Google determine how your site is structured.
Website Content
• Good content is imperative for a website to do well and be accepted
among users or potential customers.
• Good content(image, video, sound or text):
Ø Should be original.
Ø Has text associated with it that describes the content.
Ø Should ensures that a website is accessible through search engines.
Ø Should answer a demand.
• The Google Panda Update was fist rolled out in February 2011
to eliminate websites from SERPs that contain low-quality content.

On Page/ On Site SEO
• Meta Tags &Description:
https://www.youtube.com/watch?v=vS1Mw1Adrk0
• Meta tags are codes on a Webpage that are not visible to the human eye, but
can be read by search engine crawlers.
• Meta descriptions are HTML attributes that provide concise summaries of
webpages. They commonly appear underneath the blue clickable links in a
search engine results page (SERP).
• Earlier in 2016, Google extended the length of descriptions for both desktop
and mobile. For desktop, users will see up to 200 characters, while on mobile
they’ll be shown up to 172 characters.
• Clearly outline what users will find on the page. Add your brand name and
sprinkle in a keyword or two if they don’t sound forced. Think about
synonyms and other terms that will get the point across. Make it welcoming.
This is the first interaction many visitors have with your brand.
H1 Tags: (Headings Tags):
• Your landing page or blog should include multiple heading tags, from
the h1 down to a potential h6.
• The title of the article is usually bigger and more pronounced than
other words.
• It may be bold, coloured, underlined or have some other format
quality that makes it stand out.
More Information:
• https://yoast.com/how-to-use-headings-on-your-site/
• http://www.verticalmeasures.com/resources/seo-tutorial-videos/using-h1-
tag-improves-search-engine-ranking/
• https://sumo.com/stories/seo-blog-tips
Source: https://sumo.com/stories/seo-blog-tips
KEYWORD RESEARCH
HOW WILL YOUR AUDIENCE
REACH YOU?????
AVOID KEYWORD MYOPIA
USE “KNEE PAIN” RATHER THAN
“ARTHRITIS”
• Keyword Research
ü Keyword research is when people use keywords to find and research
actual search terms that people enter into search engines.
ü Doing your keyword research up-front is a crucial part of great
content.
ü How to Research Keywords for Your SEO Strategy
Ø Make a list of important, relevant topics based on what you know
about your business.
Ø Fill in those topic buckets with keywords.
Ø Research related search terms.
Ø Check for a mix of head terms and long-tail keywords in each bucket.
Head terms are keywords phrases that are generally shorter and more generic --
they're typically just one to three words in length, depending on who you talk to.
Long-tail keywords, on the other hand, are longer keyword phrases usually
containing three or more words.
ü How to Research Keywords for Your SEO Strategy (Continue..)
Ø See how competitors are ranking for these keywords.
Ø Use tools such as Google AdWords Keyword Planner or HubSpot's
Keywords App) to cut down your keyword list.
ü Keywords should be specific in nature:
ü Consumers are searching using keywords that are becoming more
specific in nature.
ü The broader the keyword the greater is the competition for that
keyword.
ü Keywords must reflect the content of the pertinent webpages.
Best way to check your own site for keyword rankings:
https://www.youtube.com/watch?v=jakpPhir_EE
Content Marketing Tools: https://neilpatel.com/blog/convenient-
content-marketing-tools/

Content Marketing Idea Generator: https://answerthepublic.com/
https://soovle.com/
In Keyword Planner, formerly known as the Keyword Tool, you can get
search volume and traffic estimates for keywords you're considering.
Google Trends can help you determine which terms are trending upward,
and are thus worth more of your focus.
More information:
https://moz.com/learn/seo/what-are-keywords
https://moz.com/beginners-guide-to-seo/keyword-research
https://blog.hubspot.com/marketing/how-to-do-keyword-research-ht
https://backlinko.com/keyword-research
https://www.semrush.com/blog/how-to-choose-long-tail-keywords/
https://www.wordtracker.com/
• Keyword Density: Keyword density tells you how often a search
term appears in a text in relation to the total number of words it
contains.
• For example: if a keyword appears three times in a 100 word text the
keyword density would be 3%.
• From the point of view of search engines, a high keyword density is
a good indicator of search engine spam.
• If a keyword appears too often in a website, search engines will
downgrade the website and it will then appear lower down in search
results.
• What Is The IDEAL Keyword Density Percentage To Improve
Rankings?
• There is no one-size-fits-all optimal ‘keyword density’ percentage
https://www.hobo-web.co.uk/keyword-density-seo-myth/
http://tools.seobook.com/general/keyword-density/
• Keyword Density:
• Keyword proximity refers to the distance between the search term’s
individual keywords.
ü For example: a website contains the keywords that make up the search
term “dentist Boston implant” in the heading “Your professional
dentist in Boston; dental practice for minimally invasive implants”.
ü The search term proximity between “dentist” and “Boston” is one
word, between “Boston” and “implant” it is five words.
• The smaller the distance between a search term’s individual
keywords, the more relevant it will be from a search engine’s point
of view.
ü Keyword Placement: In search engine optimization (SEO), this refers
to the prominent placement of keywords or phrases within a Web
page.
ü Prominent placement may be in the page header, meta tags, opening
paragraph, or start of a sentence.
• Keyword stuffing is when someone attempts to manipulate their
position in the search results by concentrating relevant keywords.
• Search engines can tell when keywords are abnormally distributed
throughout the text or in a website’s meta tags. If the same keywords
follow one another too closely, the search engine will downgrade
the website and it will then appear lower down in search results.
• More Information:
• https://optinmonster.com/using-keywords-to-improve-your-seo/
• https://www.wordstream.com/blog/ws/2012/03/21/dangers-of-keyword-stuffing
• https://elite-strategies.com/learn-seo/on-page-seo/keyword-proximity-density-
prominence/
• https://tangiblewords.com/professional-keyword-placement-strategies-improve-
website-seo/
• https://www.brafton.com/blog/seo/how-to-balance-keyword-optimization-
quality-focused-seo-practices/
Keyword Stuffing Keyword Placement
• While there are thousands of possible search types, let’s take a
closer look at five major categories of intent:
1. Informational queries: The searcher needs information, such as the
name of a band or the height of the Empire State Building.
2. Navigational queries: The searcher wants to go to a particular place
on the Internet, such as Facebook or the homepage of the NFL.
3. Transactional queries: The searcher wants to do something, such as
buy a plane ticket or listen to a song.
4. Commercial investigation: The searcher wants to compare products
and find the best one for their specific needs.
5. Local queries: The searcher wants to find something locally, such as
a nearby coffee shop, doctor, or music venue.
More info: https://moz.com/beginners-guide-to-seo/keyword-research
• Alt Attribute (alt Tags)/ Alternative Text: make it possible to enter an
alternative description in the HTML code for every image on a website.
• Search engines’ ability to recognize the contents of images is still
limited which is why they rely on the alternative description in order
to determine what the image contains.
• The alt attribute can influence the content for which search engines
consider a website to be relevant.
• Ideally the alternative descriptions should also contain the search terms
for which the website is optimized.
More Information
https://www.youtube.com/watch?v=3NbuDpB_BTc
https://moz.com/learn/seo/alt-text
https://yoast.com/image-seo-alt-tag-and-title-tag-optimization/
• The URL structure should be simple and clean and should use words
in a manner such that the keywords are included.
• XML sitemaps should be provided for the ease of the crawler to ensure
the site gets indexed on the search engine. While HTML site maps
should be provided for the ease of users.
• The pages on a website should be properly interlinked in order to
facilitate the movement of the spider as well as the user from one page
to the other.
• Site should be accessible and comprehensible across devices. The
design pattern of the website should be responsive i.e. even though
same HTML code is used for the same URL, the page displays
differently depending on the screen size.
• Website’s main domain should include a blog that is frequently updated
with high quality content.
• Avoid having duplicate content in your website/webpages.
• More information:
Ø https://searchengineland.com/infographic-ultimate-guide-seo-friendly-
urls-249397 (URL structure)
Ø https://moz.com/blog/15-seo-best-practices-for-structuring-urls (Best
Practices for URL structure)
Ø https://www.youtube.com/watch?v=mQZY7EmjbMA (how does
google handle duplicate content)
Ø https://www.youtube.com/watch?v=AQcSFsQyct8&list=PL2LPkUPsz
EPt_2mazvU7L12W7AWNdx8E-&index=7 (different short videos by
Matt Cutts on SEO – Must see for those who want to explore SEO)
Ø https://moz.com/learn/seo/duplicate-content
Ø https://yoast.com/duplicate-content/
Off Page/Offsite SEO
• Off page (SEO) optimization refers to all the measures that can be taken
outside of the actual website in order to improve its position in search rankings.
• Link building (alternative spellings include linkbuilding and link-building)
refers to the process of getting external pages to link to a page on your website.
It is one of the many tactics used in search engine optimization (SEO).
• All marketers and business owners should be interested in building links to
drive referral traffic and increase their site's authority.
• Backlinks are links that are directed towards your website. Also knows as
Inbound links (IBL's). It indicates the popularity of your website.
• Backlinks are important for SEO because some search engines, especially
Google, will give more credit to websites that have a good number of quality
backlinks, and consider those websites more relevant than others in their results
pages for a search query.
• Link farming is a questionable search engine optimization (SEO) tactic in
which a website enters a relationship of reciprocal linking with another site or
pays a provider for a large number of inbound links.
• Backlinks Basics: https://backlinko.com/backlinks-guide
Inbound Links Outbound Links
Organic Link Building:
https://www.youtube.com/watch?v=MkLFlaWxgJA&t=1s
• "Natural" Editorial Links: Links that are given naturally by sites and
pages that want to link to your content or company. These links
require no specific action from the SEO, other than the creation of
worthy material (great content) and the ability to create awareness
about it.
• Manual "Outreach" Link Building: The SEO creates these links by
emailing bloggers for links, submitting sites to directories, or paying
for listings of any kind. The SEO often creates a value proposition by
explaining to the link target why creating the link is in their best
interest. Examples include filling out forms for submissions to a
website award program or convincing a professor that your resource is
worthy of inclusion on the public syllabus.
• Self-Created,Non-Editorial: links that you create yourself on other
people's web properties. These could be blog comments and forum
posts.
• Paid Link: https://www.youtube.com/watch?v=zupIbMyMfBI
• Unnatural Links: https://www.youtube.com/watch?v=7Y74Op_k6UY
The Skyscraper Technique: How to Build High-Quality Backlinks
to Your Content
The skyscraper technique was developed by Brian Dean of Backlinko
back in 2015.
Broken down into three steps, the skyscraper technique involves:
1. Finding link-worthy content
2. Creating something better
3. Sharing what you’ve written
https://backlinko.com/skyscraper-technique
Brian Dean: https://www.youtube.com/watch?v=SEQBi9LtZjQ
Link Building Strategies: https://backlinko.com/link-building
Link Building & Establishing Authority: https://moz.com/beginners-guide-to-
seo/growing-popularity-and-links
• Effective way to link building:
https://www.youtube.com/watch?v=MkLFlaWxgJA&t=84s
Off Page/Offsite SEO: Social bookmarking
• A social bookmark is a link that people post to social websites for
others to see because they find it interesting, valuable or cool.
• Social bookmarks are just like the bookmarks you already have on your
private computer. The difference between the two is that social
bookmarks are saved to the web where they can be easily shared while
private bookmarks are saved to your own browser.
• Most social bookmark services are organized by users applying “tags”
or keywords to content on a Web site. This means that other users can
view bookmarks that are associated with a chosen tag, and see
information about the number of users who have bookmarked them. In
many cases, users can also comment or vote on bookmarked items.
• Social bookmarking explained:
• https://deepakseoexpertblog.wordpress.com/2017/11/22/how-to-do-social-
bookmarking/
• https://www.commoncraft.com/video/social-bookmarking
• https://www.searchenginejournal.com/social-sharing-sites/261563/
Off Page/Offsite SEO: Article Submission
• Article submission generally refers to the writing of articles that are
relevant to your online business and then getting them added to the
popular article submission directories.
• Article submissions can enhance and improve the ranking of your
online business in search engines by increasing the quantity of
backlinks and PR.
• 5 key points to consider while writing articles
1. Articles should be original and information rich.
2. Articles should be keyword rich but not excessive to the point of keyword
stuffing.
3. The average length of articles should be between 500 and 700.
4. Give a unique title to your article with main keyword into it so as to make it
easy for web crawlers to identify and classify the topic of your article.
5. Giving subheadings, bullets and numberings to articles make it presentable
and easy to read for potential customers.
Off Page/Offsite SEO: Article Submission
http://www.phoenixrealm.com/seo-techniques-article-submission/
https://www.wpressblog.com/free-article-submission-sites-list/
Example: https://www.selfgrowth.com/
Off Page/Offsite SEO: Directory Submission
• Directory Submission is an off page factor which helps to optimize your
webpage. In these directories, your own website is submitted to another
website.
• There are three types of Directory Submissions:
1. Paid or Featured Web Listing: In this, the owner of Directories site will charge
for Submission and your link will be approved in some moment or within 24
hours. This will help you in getting backlinks from this type of submission.
Some sites offer this package for yearly or lifetime.
2. Free or Regular Web Listing: It is free for Directory Submission, no one
charges for free or regular submission but there is no guarantee of the websites
getting approved by the Administrator. Also, this involves time.
3. Reciprocal Regular Web Listing: In this, a reciprocal link must be submitted to
your site when you activate Directory Link, only then the Directory
administrator will approve your link.
https://www.rankwatch.com/learning/content/315-directory-submissions-how-to-do-it
Examples of online directories in India: http://www.seokhazana.com/directory-submission-
sites-list/
Example: http://www.usalistingdirectory.com/submit.php?c=147
Off Page/Offsite SEO:
• Image/Infographic Submission/Presentation submission websites:
https://piktochart.com/blog/websites-submit-promote-your-infographic/
• What is image submission and why it matters?
https://www.mitasys.com/off-page-seo/image-submissions/
• 12 Reasons Why Infographics Still Matter in SEO
https://www.semrush.com/blog/12-reasons-why-infographics-still-matter-in-seo/
• Top Classified submission sites: https://bizglide.in/classified-submission-sites-list.php
White Hat SEO vs. Black Hat SEO
• White Hat SEO refers to SEO techniques (or SEO philosophy) that follow the
guidelines set by Google and other search engines. There are many guidelines
that Google publishes, to keep website owners on the right track. Google does
this so they can limit spam and anything that produces a negative user
experience.
• Black Hat SEO techniques or philosophies, on the other hand, involve
techniques that are against Google’s guidelines. Black hat techniques are SEO
tactics that attempt to an manipulate your search engine rankings.
• Grey Hat SEO techniques are ones that are right in the middle between black
and white. This is where some white hat SEO’s would debate on whether
something is black or white; thus they may deem something grey hat – it’s a
grey area.
• Negative SEO & Google Disavow Links Tool:
https://www.youtube.com/watch?v=HWJUU-g5U_I
https://neilpatel.com/blog/google-disavow-tool-seo/
https://searchengineland.com/library/google/google-link-disavow
https://neilpatel.com/blog/google-disavow-tool-seo/
• Cloaking:
https://www.youtube.com/watch?v=Q
HtnfOgp65Q
• Cloaking is a search engine
optimization (SEO) technique in
which the content presented to the
search engine spider is different from
that presented to the user's browser.
• Some examples of cloaking include:
1.Serving a page of HTML text to
search engines, while showing a
page of images or Flash to users.
2.Inserting text or keywords into a
page only when the User-agent
requesting the page is a search
engine, not a human visitor
• Doorway Pages: Doorways are sites or pages created to rank highly
for specific search queries. They are bad for users because they can
lead to multiple similar pages in user search results, where each result
ends up taking the user to essentially the same destination. They can
also lead users to intermediate pages that are not as useful as the final
destination.
• Here are some examples of doorways:
1. Having multiple domain names or pages targeted at specific regions
or cities that funnel users to one page
2. Pages generated to funnel visitors into the actual usable or relevant
portion of your site(s)
3. Substantially similar pages that are closer to search results than a
clearly defined, browsable hierarchy
Example: Search Tramadol + transocean
More information:
https://www.youtube.com/watch?v=w3-obcXkyA4&t=19s
• Hidden text and links: Hiding text or links in your content to
manipulate Google’s search rankings can be seen as deceptive
and is a violation of Google’s Webmaster Guidelines.
• Text (such as excessive keywords) can be hidden in several ways,
including:
1. Using white text on a white background
2. Locating text behind an image
3. Setting the font size to 0
4. Hiding a link by only linking one small character—for example,
a hyphen in the middle of a paragraph
More information:
https://www.youtube.com/watch?v=7y-m_jiayLQ
• Link Farming:
More information:
1.https://www.webdesigncity.com.au/black-hat-techniques-in-
seo-that-can-really-dump-your-website/
Local SEO
• Local SEO is the optimization of your online properties so you can be found in
localized searches. By using the resources and strategies in this guide, you can
ensure that your business will be found when your target customers search
online.
• Whereas anyone in the world with good enough SEO and authority can rank for
a search query like ‘how to fix a blocked drain’, when the query has much more
purchase intent behind it, it becomes ‘plumbers near me’ or ‘best plumber in
[location]’.
Local SEO
• How do You rank well in local search?
1. Proximity: How close is your business to the searcher?
2. Relevance: How relevant to the search query are your products and services?
3. Prominence: What do other consumers say about your products and services?
About Local SEO:
https://www.brightlocal.com/local-seo-tools/what-is-local-seo/
https://www.chatmeter.com/blog/google-my-business-insights-explained/
Local SEO
•
• Local SEO 2019 - How to Rank in Google Maps Tutorial:
https://www.youtube.com/watch?v=_2P-l57clHg
• Google My Business Account: https://www.google.co.in/business/?gmbsrc=in-
en_GB-ha-se-z-gmb-s-z-h~bk-1001313-RSA-
c&ppsrc=GMBS0&utm_campaign=in-en_GB-ha-se-z-gmb-s-z-h~bk-1001313-
RSA-c&utm_source=gmb&utm_medium=ha&gclid=EAIaIQobChMI9vXIk-
2V4wIVyw0rCh2I-QesEAAYASAAEgLo8PD_BwE
• Google My Business Insights:
https://support.google.com/business/answer/7689763?hl=en&ref_topic=4596
652
Multiple Location Groups:
https://support.google.com/business/answer/7655842?hl=en
Structured Data Markup Helper/Schema Markup
• The Structured Data Markup Helper helps you mark up elements on your web
page so that Google can understand the data on the page.
• Schema markup is code (semantic vocabulary) that you put on your website to
help the search engines return more informative results for users.
https://www.google.com/webmasters/markup-helper/u/0/
• Once Google understands your page data more clearly, it can be presented
more attractively and in new ways in Google Search.
Examples:
• Event: If you mark up the events on your site, the next time Google crawls
your site the event data will be available for rich snippets on search results
pages:
• Schema tells the search engines what your data means, not just what it says.
• Schema.org explains it this way:
Most webmasters are familiar with HTML tags on their pages. Usually, HTML
tags tell the browser how to display the information included in the tag. For
example, <h1>Avatar</h1> tells the browser to display the text string “Avatar”
in a heading 1 format. However, the HTML tag doesn’t give any information
about what that text string means — “Avatar” could refer to the hugely successful
3D movie, or it could refer to a type of profile picture—and this can make it more
difficult for search engines to intelligently display relevant content to a user.
• Schema markup helps your website rank better for all kinds of content types.
There is data markup for…
1. Articles
2. Local businesses
3. Restaurants
4. TV episodes and ratings
5. Book reviews
6. Movies
7. Software applications
8. Events
9. Products
More information: https://neilpatel.com/blog/get-started-using-schema/
Email: If an email about your flight contains markup about your flight
reservations, Gmail can display this information in your desktop client or your
personal feed:
How schema markup help in SEO: https://neilpatel.com/blog/get-started-using-
schema/
Google Markup Helper:
https://support.google.com/webmasters/answer/3069489?topic=3070267&visit_id
=636975686816269852-3272953631&
https://www.google.com/webmasters/markup-helper/u/0/ rd=1
Voice SEO
SEO Process
SEO Audit Tools
• SEM Rush: https://www.semrush.com/kb/20-organic-research
SEO Audit Tools
• Yoast SEO (WordPress Plugin)
• Google Search Console
• https://www.youtube.com/watch?v=PMOny6RDjtg
• https://zadroweb.com/seo-auditor/
• https://seomator.com/signup
• https://seositecheckup.com/
• http://smallseotools.com/
• http://www.seoptimer.com/ifheindia.org
• https://www.semrush.com/sem/?exp_utm=1
SEO Audit Tools
• Using Google Webmaster Tools For SEO
• https://www.google.com/webmasters/#?modal_active=none
• https://www.youtube.com/watch?v=kDfw4yt554g
• Google Search Console Tool:
1. Intro to Webmaster Central: https://www.youtube.com/watch?v=iwhyw-
zlhRs
2. Discoverability: https://www.youtube.com/watch?v=Gl3fyqJ6whY
3. Other Resources: https://www.youtube.com/watch?v=Zr0uWaZlC2Y
4. Google Analytics Interface Tutorial:
https://www.youtube.com/watch?v=3KK7i084W2w
5. Interpreting and Acting on Your Data:
https://www.youtube.com/watch?v=Hdsb_uH2yPU&t=9s
SEO Audit Tools
• Best Practices for SEO
https://support.google.com/webmasters/answer/7451184?hl=en
Brian Dean: https://www.youtube.com/watch?v=SEQBi9LtZjQ
Important Links for Tests and Exams
Search Engine Optimization (SEO) Starter Guide
https://support.google.com/webmasters/answer/7451184?hl=en
The Beginner's Guide to SEO
https://moz.com/beginners-guide-to-seo
SEO Made Simple: A Step-by-Step Guide
https://neilpatel.com/what-is-seo/
How to Learn SEO In 2019
https://backlinko.com/learn-seo-fast
SEO Audit
What is Domain Authority?
• Domain Authority (DA) is a search engine ranking score
developed by Moz that predicts how well a website will rank on
search engine result pages (SERPs). A Domain Authority score
ranges from one to 100, with higher scores corresponding to a
greater ability to rank.
• Domain Authority is calculated by evaluating multiple factors,
including linking root domains and the number of total links, into
a single DA score.
• This score can then be used when comparing websites or tracking
the "ranking strength" of a website over time. Domain Authority
is not a metric used by Google in determining search rankings
and has no effect on the SERPs.
SEO Audit
What is Page Authority?
• Page Authority (PA) is a score developed by Moz that predicts
how well a specific page will rank on search engine result pages
(SERP). Page Authority scores range from one to 100, with
higher scores corresponding to a greater ability to rank.
• Page Authority is based on data from our web index and takes
into account dozens of factors. Like Domain Authority, it uses a
machine learning model to identify the algorithm that best
correlates with rankings across the thousands of SERPs that we
predict against, then produces Page Authority scores using that
specific calculation.
SEO Audit
What is Page Authority?
• Page Authority (PA) is a score developed by Moz that predicts
how well a specific page will rank on search engine result pages
(SERP). Page Authority scores range from one to 100, with
higher scores corresponding to a greater ability to rank.
• Page Authority is based on data from our web index and takes
into account dozens of factors. Like Domain Authority, it uses a
machine learning model to identify the algorithm that best
correlates with rankings across the thousands of SERPs that we
predict against, then produces Page Authority scores using that
specific calculation.
THANK YOU
E-COMMERCE BUSINESS &
REVENUE MODELS
Business Models
• A business model is a method for long-term survival and a value proposition for partners,
customers, and revenue.
• It is a method of doing business through which a company can sustain itself- generate
revenue
• How a company makes money by specifying where it is positioned in the value chain
• Unique configuration of elements comprising of an organization's goals, strategies,
processes, technologies and structure, conceived to create value for the customers and thus
compete successfully in a particular market.
SELECTING A BUSINESS MODEL
• A business model (BM) is a broad term outlining everything concerning the main aspects of
the business, all of which are contained in the answers to the following questions.
• What value will we create?
• How will we deliver it?
• How will we bring in revenue?
• How will we earn profit?
Components of business model selections:
Customer value Scope
Price Revenue sources
Connected activities Implementation
Capabilities Sustainability
E-Business Models
 Value and Revenue
 Value
 Value encompasses the customer’s perceptions of the product’s benefits, specifically
its attributes, brand name, and support services.
 Value is similar to the marketing concept, which suggests that the social and economic
justification for an organization’s existence is the satisfaction of customer wants and
needs.
 Value can be determine by determining whether there are more benefits than costs:
Value = Benefits – Costs
 Revenue
 E-business strategies help to decrease internal costs
 E-business strategies also increase the enterprise revenue stream.
 Revenue Model
 A revenue model is a part of the business model that explains different mechanisms of
income generation and its sources. This is a high level answer to the question that asks
how we will generate revenue from the value we bring to a certain customer group.
E-Commerce Revenue Models
Overview: https://thenextweb.com/entrepreneur/2011/05/25/the-9-types-of-online-business-models-which-one-do-you-use/
Examples & Revenue Models
How Google and Facebook Make Money with Ads:
https://www.youtube.com/watch?v=pD_BRI6mzWA&t=11s
Google vs Amazon - eCommerce Shopping Ads
https://www.youtube.com/watch?v=hMiwFFhGFd8&t=2s
Business Model Innovation - Amazon, Spotify and Tinder
https://www.youtube.com/watch?v=avWVPaJFgFk
Airbnb Business Model: What makes Airbnb so successful?
https://www.youtube.com/watch?v=WzGhFmiB9G0
Examples & Revenue Models
Flipkart
https://seller.flipkart.com/slp/pricing
Google
http://searchengineland.com/guide/what-is-paid-search
Facebook
https://adespresso.com/academy/blog/facebook-ads-cost/
Brokerage Model
Amazon: https://services.amazon.in/services/sell-on-amazon/pricing.html?ref=as_in_soa_sticky_nav_pricing
Flipkart: https://seller.flipkart.com/slp/pricing
Advertising Models
• Display Ads - https://www.youtube.com/watch?v=1C0n_9DOlwE
• Search Ads -
• Text Ads - e.g. Google, Facebook
• Video Ads - e.g. YouTube
• Audio Ads – e.g. Saavn
• Promoted Content - e.g. Twitter, Facebook
• Recruitment Ads - e.g. LinkedIn
• Classifieds - e.g. JustDial, Quikr
• Featured listings - e.g. Zomato,
• Email Ads – e.g. Yahoo!, Google
• Location-based offers - https://www.youtube.com/watch?v=vtdPWji5f8w
Google Advertising Revenue Model (Google Ads)
Content: https://revenuesandprofits.com/how-google-makes-money/
Google Auction: https://www.youtube.com/watch?v=SZV_J92fY_I&t=1s
Google Advertising Revenue Model (Adwords)
Ad position in Google Auction: https://www.wordstream.com/ad-position
Google Advertising Revenue Model (Adwords)
Google Bidding: https://digitalprakhar.com/google-adwords-question-answer/
Google Advertising Revenue Model (Google Adsense)
https://revenuesandprofits.com/how-google-makes-money/
https://support.google.com/adsense/?hl=en#topic=3373519
Google Advertising Revenue Model (Adsense)
Facebook Revenue Model
https://revenuesandprofits.com/how-facebook-makes-money/
How Instagram And Facebook Make Money: https://www.youtube.com/watch?v=zKk9to7Zcdg
Facebook Revenue Model
https://revenuesandprofits.com/how-facebook-makes-money/
Programmatic Advertising & Real Time Bidding (RTB)
Basics of Programmatic Advertising: https://www.match2one.com/blog/what-is-programmatic-advertising/
Other Forms of Digital Advertising
• Advertorial: a newspaper or magazine advertisement giving information about a product
in the style of an editorial or objective journalistic article. E.g. Times of India (Source:
https://economictimes.indiatimes.com/definition/advertorial)
• Infomercials: an advertising film which promotes a product in an informative and
supposedly objective style. Eg. Homeshop 18
Source: https://economictimes.indiatimes.com/definition/infomercial
What is Behavioral Targeting and How Does It Work?
https://clearcode.cc/blog/behavioral-targeting/
Contextual Targeting
What is Contextual Targeting and How Does It Work? https://clearcode.cc/blog/contextual-
targeting/
Remarketing & Retargeting
Remarketing versus Retargeting: https://www.outbrain.com/help/advertisers/retargeting-
remarketing/
Affiliate Marketing
Amazon Affiliate Marketing (Amazon Associates): https://affiliate-program.amazon.com/welcome/getstarted
V Commission: https://www.youtube.com/user/vCommission
Infomediary
My Points (Infomediary): https://www.mypoints.com/surveys
Freemium model
• Perhaps the most common model used by Web services. The idea here is to sell a basic
free product to as many customers as possible, but keep the premium features
exclusively for paying customers.
Sponsorship of site sections or content types (typically fixed fee for a
period)
• A company can pay to advertise a site channel or section. For example, bank HSBC could
sponsor the Money section on a media site. This type of deal is often struck for a fixed
amount per year. It may also be part of a reciprocal arrangement, sometimes known as a
"contra-deal" where neither party pays.
Example: Million Dollar Home Page
http://www.milliondollarhomepage.com/
Subscription Model
• A company can pay to advertise a site channel or section. For example, bank HSBC could
sponsor the Money section on a media site. This type of deal is often struck for a fixed
amount per year. It may also be part of a reciprocal arrangement, sometimes known as a
"contra-deal" where neither party pays.
Subscription Model
• The different sub-models are:
1. Software as a Service (SaaS) – e.g. Freshdesk
2. Service as a Service – e.g. PayU
3. Content as a Service
4. Infrastructure/Platform as a service – e.g. AWS, Azure
5. Membership Services – e.g. Amazon Prime
6. Support and Maintenance – e.g. Red Hat
7. Paywall – e.g. ft.com, NYtimes
Showrooming versus Webrooming
Omnichannel Retailing
Omni-channel retailing is a business model in which all existing channels become completely integrated to
offer customers a seamless shopping experience.
Source: https://www.magestore.com/omnichannel-retail-guide/
Drop Shipping
Drop Shipping
Major Ecommerce Business Classifications
• B2B Ecommerce: A B2B model focuses on providing products from one business to another.
• B2C Ecommerce: B2C sales are the traditional retail model, where a business sells to individuals,
but business is conducted online as opposed to in a physical store.
• C2C Ecommerce: Created by the rise of the ecommerce sector and growing consumer confidence
in online sales, these sites allow customers to trade, buy, and sell items in exchange for a small
commission paid to the site.
• C2B Ecommerce: when the consumer sells goods or services to businesses, and is roughly
equivalent to a sole proprietorship serving a larger business.
• Government / Public Administration Ecommerce: involve government/public administration
conducting ecommerce transactions with businesses or consumers.
Important Links
1. https://www.smartinsights.com/digital-marketing-strategy/online-business-revenue-
models/online-revenue-model-options-internet-business/
2. https://yourstory.com/2014/03/ultimate-master-list-revenue-models-web-mobile-companies
3. https://thenextweb.com/entrepreneur/2011/05/25/the-9-types-of-online-business-models-which-one-do-
you-use/
4. https://www.ecommerceceo.com/types-of-ecommerce-business-models/
Search Engine Optimization
Dr. Rishi Dwesar
Last Updated June,2019

Website

“Probably, Still the Hub of
Brand’s Online World”
Vs.

If Content is the “King”
SEO is the “Queen”

Pay Per Click
Advertising 0r Search
Engine Marketing,
Search Ads

Search Engine
Optimization (SEO),
Organic Links,
Optimized Links
Introduction: Search Engine Optimization
Search engine optimization (SEO) involves designing,

writing, and coding a website, and other off-page
techniques in a way that helps to improve the volume and

quality of traffic to your website from people using search
engines.
Page Rank
PageRank (PR) is an algorithm used by Google Search to
rank websites in their search engine results.
PageRank was named after Larry Page, one of the
founders of Google.
It is a way of measuring the importance of website pages.
According to Google:

“PageRank works by counting the number and quality of
links to a page to determine a rough estimate of how Mathematical PageRanks for a simple
network are expressed as percentages.
important the website is. The underlying assumption (Google uses a logarithmic scale.) Page C
is that more important websites are likely to receive has a higher PageRank than Page E, even
though there are fewer links to C; the one
more links from other websites.” link to C comes from an important page
and hence is of high value
Source: https://en.wikipedia.org/wiki/PageRank
How Search Engines Work
1. Crawling
2. Indexing

3. Ranking
Understanding Crawling, Indexing & Raking
Crawling: Crawling is the process by which search engines discover updated content on the web,
such as new sites or pages, changes to existing sites, and dead links. Search engine uses a program
that can be referred to as a ‘crawler’, ‘bot’ or ‘spider’ (each search engine has its own type) which
follows an algorithmic process to determine which sites to crawl and how often. As a search engine’s
crawler moves through the site it will also detect and record any links it finds on these pages and add
them to a list that will be crawled later. This is how new content is discovered.
Indexing: Indexing is the process by which search engines organize information before a search to

enable super-fast responses to queries. A search index helps users quickly find information on a
website. It is designed to map search queries to documents or URLs that might appear in the results.
Ranking: Ranking refers to the process search engines use to determine where a particular piece of
content should appear on a SERP. Search visibility refers to how prominently a piece of content is
displayed in search engine results. Once a search querry is entered into a search box, search engines
will check for pages within their index that are a closest match; a score will be assigned to these
pages based on an algorithm consisting of hundreds of different ranking signals.
Source: https://totally.tech/quick-guides/search-engine-basics-crawling-indexing-ranking/
THE SEO Process
1. Understand Consumers’ Search Behavior
2. Do a competitive mapping of your website

and competitors’ website

3. List current position of your website and
competitor’s website for important keywords
4. Create or modify content for securing

higher position
THE SEO Process (Cont.)
5. Perform on-page optimization by having proper
website architecture, good content, headings, meta-tags
and meta description.
6. Perform off-page optimization by link building

7. Perform quality check for third-party links and
monitor online reputation
8. Monitor website and webpage rank across keywords,

maintaining and enhancing rankings further
Step 1: Understand Consumers’ Search Behavior
How?

Step 1: Understand Consumers’ Search Behavior
New Business Existing Business

General Understanding of Consumers Google Search Console (Earlier, GWT)
Google Keyword Planner Google Analytics

Google Keyword Planner
Step 2: Do a competitive mapping of your
website and competitors website.
Map links (Website Map), SERP Snippet, Meta Description,

Meta Keywords, Headings, In-links, Out-links for Self &

Competition
Step 3: List current position of your website and
competitor’s website for important keywords.
Keyword Ranking, Domain & Page Authority Ranks for Self

& for Competition

Step 4:Create or modify content for securing
higher position

Step 5. Perform on-page optimization by having
proper website architecture, good content,
headings, meta-tags and meta description.
• Optimum Page Speeds

•

Title, Heading, Meta Description and Mata Tags
• Original (Not Plagiarized) and Valuable Content
• Right Key Word Density
• Giving names & attributes to Images (Alt Text)
• Responsive Web-design
• Error Free Website (Proper Indexing, Site Structure & Code)
Learn More Here: https://moz.com/learn/seo/on-page-factors & https://support.google.com/webmasters/answer/114016?hl=en
Step 6. Perform off-page optimization by link
building.
• Creating Reputation By Driving Quality Third Party Traffic

• Link Building: Backlinks and Outbound Links

• Cross Website Traffic
• Activating Social Media Platforms
Step 7. Perform quality check for third-party
links and monitor online reputation.
• Mapping traffic sources and pruning (Disavow) illegitimate

backlinks
• Solving customer queries on various platforms.
Step 8. Monitor website and webpage rank
across keywords, maintaining and enhancing
rankings further.
SEO is a continuous process, these steps should be taken

from time to time (3 to 6 months), and some of them
should be done on a continuous basis.
Long Tail SEO
Long Tail SEO is a strategy which identifies and targets longer
phrases for the purpose of search engine optimization. Given
that shorter phrases have much higher competition (though with
higher search volume), it is difficult to target these phrases. Long
Tail SEO identifies very specific (yet relevant) phrases which can

be targeted easily, thus giving results.
One to Two Word Phrases
(E.g. Shoes, Running Shoes Etc.)
Two to Three Word Phrases Long Tail SEO

(E.g. Sport Shoes, White Sport Shoes Etc.) (Longer, Less
Searched, But
Highly Targetable

Three or More Words Phrases
(E.g. Hiking Shoes, Quality White Sport Shoes
Etc.)
On Page & Off Page Optimization

SEO: Key Tips
• Organize the content on your website into well defined topic areas.
• Update the content of your website on a regular basis. Use original and high
quality content for your website.
• Customize your keywords to suit your target audience.

SEO: Key Tips
• Improving the number and quality of websites that link to the site.
• Ensure that your content is fully accessible. Provide direct, HTML links to
each page you want the search engine crawlers to index.
• Ensure that all of your web pages (or the pages you want indexed) are linked
to your main page.

• Use keywords and key phrases regularly throughout your website, including
your main page, and page titles and URL.
Additional Readings
• https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/theyec/20
17/06/14/three-reasons-you-should-pay-more-for-your-seo-in-
2017/&refURL=https://www.google.co.in/&referrer=https://www.google.co.in/
• https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/johnrampt
on/2017/03/30/12-most-effective-seo-strategies-for-
2017/&refURL=https://www.google.co.in/&referrer=https://www.google.co.in/

• https://www.forbes.com/sites/forbescommunicationscouncil/2017/04/19/seo-truths-in-
2017-and-beyond/#680668046868
• https://www.forbes.com/sites/forbesagencycouncil/2017/08/01/eight-things-to-consider-
before-investing-in-seo/#71466805136e
THANK YOU!

Table of Contents
Chapter 4: Advertising Avenues in the Digital World (Part 1): Overview & Strategy .... 3
What is Digital Advertising? ................................................................................................. 3
Evolution of Digital Advertising ........................................................................................... 3
History of Banner Ads ........................................................................................................... 3
Key advancements which have transformed digital advertising: .......................................... 4
Digital Media Buying Process ............................................................................................... 6
Direct and Programmatic Selling of Ad Inventory ............................................................ 7
Exhibit 4.3 Understanding What Is an Ad Impression and How They Are Delivered ...... 9
Demand Side Platforms (DSPs) ....................................................................................... 10
Supply Side Platforms (SSPs).......................................................................................... 10
Ad Networks & Ad Exchanges ........................................................................................ 10
Understanding Real Time Bidding .................................................................................. 11
Understanding how Auction of Ad Inventory Takes Place ................................................. 11
Role of Web Cookies in Advertising ................................................................................... 12
Types of Digital Advertising ............................................................................................... 13
Search Advertising ........................................................................................................... 13
Display Advertising ......................................................................................................... 14
Display Advertising Formats ........................................................................................... 15
Specific Executions of Display Ad Format ..................................................................... 16
Display Ad Design Specifications and Sizes ................................................................... 17
Online Advertising Targeting Options................................................................................. 17
Online Advertising Pricing Structures ................................................................................. 22
Thinking through Digital Advertising: The Strategy ........................................................... 24
Step 1: Market Analysis ................................................................................................... 24
Step 2: Integrating Advertising with Cross-Channel Marketing Strategy ....................... 24
Step 3: Determining Advertising Objectives ................................................................... 25
Step 4: Deciding the Advertising Team ........................................................................... 25
Step 5: Finalizing the Budget ........................................................................................... 26
Step 6: Creating Customer Persona & Segments ............................................................. 26
Step 7: Choosing Appropriate Campaigns ....................................................................... 26
Step 8: Measuring Performance ....................................................................................... 27
Chapter 5: Advertising Avenues in the Digital World (Part 2): Execution & Measurement
.................................................................................................................................................. 29
Creating Digital Ad Campaigns: The Execution ................................................................. 29
--------------------------------------------------------------------------------------------------
© Dr. Rishi Dwesar, IBS Hyderabad, India. These chapters/content are under review stage for
consideration of publication by Tata McGraw Hill Publications. No part of this document be
publically posted without the written consent of the author and TataMc Graw Hill India Ltd.
Step 1 — Choosing Campaign Goal: ............................................................................... 30
Exhibit 5.1: What is conversion tracking and how to set it up? ...................................... 30
Step 2 — Selecting a Campaign Type: ............................................................................ 31
Step 3 — Choosing the Location: .................................................................................... 31
Step 5 — Deciding the Bidding Strategy:........................................................................ 33
Exhibit 5.4: Campaign & Ad Groups in Google Ads ...................................................... 36
Step 6A Search Ads — Targeting .................................................................................... 36
Step 7: Ad Creation .......................................................................................................... 45
Search Ads Creation ........................................................................................................ 45
Display Ads Creation ....................................................................................................... 49
Measuring Advertising Performance: The Metrics.............................................................. 53
Tools Mentioned In This Chapter ........................................................................................ 57
--------------------------------------------------------------------------------------------------
Chapter 4: Advertising Avenues in the Digital World (Part 1):
Overview & Strategy
Digital advertising has been growing expeditiously. New advertising technology platforms,
advances in methods of targeting, ways to engage customers across channels, retargeting
possibilities provides marketers endless opportunities to engage customers through digital
advertising. These advancements and rapid changes have made advertising even more
challenging, and when executed poorly, they can lead to low engagement and irritated buyers.
With advancement in digital marketing technologies, it’s now possible to zero in on prospects
based on specific demographics, intent and other criteria across display and social networks,
search engines, and more.
The aim of this chapter is to provide a thorough overview of the digital advertising landscape
and help you understand how to create well targeted and engaging campaigns across digital
marketing channels.
What is Digital Advertising?

In simple words, digital advertising can be defined as the tactic of leveraging the internet and
its properties to deliver promotional ads to consumers on various digital channels. These
channels can include online news, content and other publisher websites, search engines, social
networks, mobile apps and games, and any other platform on which advertisers can buy media
space.
Evolution of Digital Advertising

Digital advertising has evolved considerably since the first banner ad was released in 1994
(See, History of Advertising). Today, digital ads are almost everywhere—on websites
(including social media platforms) across the internet, on mobile devices and apps, on smart
watches, and on other gadgets that we wear. Gradually, we are seeing them on connected
billboards, digital signage and other out-of-home media, often dynamically changing the ads
based on the time of day, traffic conditions, and person watching the ad. With newer
developments like Internet-of-things (IOT), technology is already present to advertise across
electronic devices, and is likely to become mainstream in near future.
History of Banner Ads

It was on October 27, 1994 when HotWired.com (a website owned by Wired Magazine)
published 14 banner ads, including the famous ad from AT&T (See Image Below). Each ad
measured 468 pixels wide and 60 pixels deep. And legend has it that the very first one of these
ads was from AT&T. The ad asked, “Have you ever clicked your mouse right HERE? You will.”
The ad opened up a synchronized page, which read, “You did! Now let's see what else you'll
do.” Since then the banner ads and related technology has significantly evolved. The first ad
--------------------------------------------------------------------------------------------------
server was launched by NetGravity in 1996, Google AdWord (Now Google Ads) showed first
ad in 2002. While YouTube came up with first ad in 2005, followed by Facebook which started
advertising in 2007.
The First Banner ad by AT&T
These developments might look overwhelming, as just over two decades ago, pages with
banner advertisement opened at a snail’s pace, dial-up internet connections being common.
Today, TV is no longer the primary media, as we spend hours looking at mobile phones and
other smart devices, and many times using multiple devices simultaneously. Digital advertising
has evolved alongside consumers’ insatiable appetite for online content.
Key advancements which have transformed digital advertising:

Data and Targeting: Until recently, marketers primarily used demographic information to
target prospective customers. That is no more the case. The advanced data and behavioral
tracking capabilities of ad platforms provide marketers umpteen options to show
advertisements to granularly targeted niche segments. Today marketers can target based on
precise location, behavior, content viewed, industry, segment/persona, browser, device, and
more. Combined with marketing automation tools, social media sites, mobile apps etc. one can
get even more personalized with ad content and target consumers in real time.
Rich Media Formats & Native Advertising: Advertising formats have grown sporadically
over the years. In the past ads were offered merely in text format, today there are endless
options from static image ads in various sizes, ads with interlaced images (GIF), to video ads.
Moreover, newer formats offering dynamic and interactive capabilities are more likely to
engage the audience. Another leap in advertising has been the introduction of Native
advertising. Unlike the past, where digital ads have often been intrusive and annoying -
specifically pop-up and interstitial ads- native advertising is designed to look and feel like the
content that exists on the page. Thus, Native ads are much less intrusive and provide seamless
experience to the viewers. Exhibit 4.1 discusses native advertising in detail.
Programmatic Advertising: The advancement of digital marketing technologies have made

it possible for advertisers to buy ad inventory programmatically. Programmatic advertising
uses complex technologies which help the marketer by automating various functions such as
inventory buying, ad placement, and optimization of advertising. In other words, it makes
advertising more convenient and efficient for marketers. It is estimated that in the US
advertisers spent $60 billion on programmatic display advertising in 2019, and by 2021 almost
88 percent of all US digital display ad dollars will transact programmatically. 1 Before the
introduction of programmatic advertising, advertisements were sold and purchased manually
1
https://www.emarketer.com/content/us-programmatic-ad-spending-forecast-2019
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by humans, which was expensive and unreliable.2 The section, Understanding Digital Media
Buying discusses programmatic advertising further.
Exhibit 4.1: What are Native Ads?
Native advertising can we referred to any advertising format which match the look, feel and
function of the media format in which they appear. In other words these ads seamlessly blend
within the editorial or other content on the page, and are often difficult for viewers to
differentiate as advertisements. A good example would be Facebook sponsored ads, which
appear instream (referred as Facebook feed). Given that this format of advertising can often
be difficult and at times to be recognized as advertisements, industry watchdogs, such as the
(FTC) Federal Trade Commission and the Interactive Advertising Bureau (IAB) regulate the
use of native ads from time to time to ensure that consumers are not misled. It is estimated
that native ads constitutes of more than 60 percent of digital spending, majority of which is
on various social media platforms.i
IAB’s recent guidelines issued in 2019 list native ads into three primary types:
In-Feed/In-Content Ads: These includes ads on content, commerce and social feeds. As
the name suggests, they appear within the main stream of editorial or user generated content
and mimic the surrounding site design and aesthetics. Usually, the word sponsored appears
in these ads.
Content Recommendation Ads: These ads appear via a “widget’ and generally appear
alongside or below the publisher ad. On click, these ads redirect the user on the advertiser’s
landing page. Below is a content recommendation ads from a popular native advertising
platform.
Branded/Native Brand/ Native Content: This ad format is distinct from other forms of
native advertisements and is paid content that is published in the same format as editorial
content. The content is generally created by the publisher’s content teams themselves and
has a disclosure stating that it is paid content. Thus, these ads are rendered on a page which is
2
https://digiday.com/media/what-is-programmatic-advertising/
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hosted, and served by a publisher on their own website. At times, branded/ native content ads are
promoted by In-Feed or Content Recommendation.
Cross-Channel and Device Interactivity: Another phenomenal transformation is in the

manner in which digital advertising has enhanced possibilities to plan and execute cross-
channel communication. The possibility to integrate data across platforms has enabled
marketers to execute interactive communications across various digital channels. By
leveraging data on one channel to inform another channel or device, customers can be provided
seamless experience. Illustratively, a customer may start selecting a pair of jeans on an e-retail
website, and may end-up buying the product on the mobile app of the same retailer on her
mobile.
Source:https://www.fipp.com/news/insightnews/chart-of-the-week-what-growth-look-digital-
arena
Digital Media Buying Process

Digital media buying is the process of purchasing placements (also called
impressions) for advertisements on websites, apps and other digital platforms. The
task is often accomplished with the help of real-time bidding (RTB), where the
software places a bid and negotiates to buy an impression from various publishers
for different placements on behalf of humans. There are primarily five main parties
involved in this process: the advertiser, the demand side platform (DSP), the ad
exchange, the supply side platform (SSP) and the publisher. When advertising is
accomplished using this process, it is referred to as programmatic advertising. Given
that many complicated technologies and elements are involved, it may look very
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overwhelming, thus, it is necessary to understand all the components one by one.
Let’s understand it further.
Direct and Programmatic Selling of Ad Inventory

As discussed in Chapter 2, publishers majorly monetize (earn revenue) their business by
allowing advertisers to showcase their ads in various formats across their website and other
platforms. Publishers sell this ad inventory in two different ways, i.e. Direct and Programmatic.
In direct ad inventory sales (also called as preferred deal) negotiations to buy ad inventory to
advertisers by in-house sales team. Thus, the inventory is sold manually. Preferred deal makes
it possible for publishers to sell their premium media inventory at a negotiated fixed CPM to
selected advertisers. However, if advertisers bid on a preferred deal impressions, they are no
longer eligible to bid on the same impression in the open (programmatic) auction. Whereas in
programmatic auctions, the publisher puts its unsold inventory up for sale through ad networks
and SSP. We discuss this in detail in the next section. Both Direct and Programmatic have their
Pro and Cons, which are discussed in the Exhibit 4.2 below.3
Exhibit 4.2: Difference in Direct Vs. Programmatic Ad Sales

Basis of Direct Ad Sales Programmatic Ad Sales
Difference
Method Manual Automated
It is a very involved process and As this runs on technology, a lot of
needs constant human effort in terms manual work, including
of finding clients, negotiating prices communication, is drastically
and other terms. This needs reduced. This saves time, money,
significant money and time and reduces chances of human
investment. error.
Sales More Accurate Less Accurate
Predictability Direct sales are predictable as ad As the majority of programmatic
inventory is sold in advance and advertising is executed with real
delivered in future. This makes direct time bidding (RTB), several
sales “guaranteed” while also auctions (even thousands) are
“guaranteeing” inventory for placed for every impression. Thus,
advertisers. it is less reliable and more dynamic
as compared to direct sales.
Pricing Fixed Dynamic
Usually advertisers buy in bulk in In programmatic buying the
direct buying, the pricing is almost auctions take place for every
always a fixed CPM. Moreover, as impression. Thus, publishers
publishers are given guaranteed receive different prices for every
inventory, often for selected impression depending on the
placements, they charge higher competition.
prices.
Control High Low
3
https://blog.ad-juster.com/differences-between-direct-sold-and-programmatic-advertising/
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Publishers have a higher degree of Although ad networks and supply
control as they can choose which side platforms (SSP) give control to
brands or industries they would like publishers to restrict advertisements
to sell their ad inventory. from certain industries (Alcohol,
Adult content), the control they can
exercise is limited in comparison to
direct sell.
Programmatic advertising is a method of media or ad buying that uses technology to automate
and optimize the ad buying process in real time. It uses various platforms like the Demand Side
Platform (DSP), Supply Side Platforms (SSP), Ad networks and exchanges, and of course
participating publishers and advertisers using these platforms. The process streamlines
otherwise complicated processes and consolidates efforts of advertisers by allowing them to
use only one technology platform. These platforms provide advertisers precise control to target
audiences based on their interests, timing, location, budget etc. The algorithms at the back-end
filter ad impressions derived from consumer behavioral data, which allows advertisers to define
budget, goal, and attribution and optimize for reduced risk while increasing ROI.4
Zowie Skelton (2015)5 explains:
“When a consumer visits your website, the browser communicates with an ad server – the
technology that places adverts on websites. The server then sends a message to an ad exchange
with information about that user, such as the IP address, location and details of the website
the consumer is visiting. A web page has space on it for ad space which is available for real-
time bidding. Information about the web page, and the user viewing it, is passed on to an ad
exchange, a platform which then auctions off the available ad space to the highest bidder. As
an advertiser, you – or your media buyer – send a bid electronically to the ad exchange via a
demand-side platform (DSP).”
Thus, programmatic advertising not only makes transactions efficient and more effective, it
ultimately serves targeted and relevant experiences to consumers. Programmatic advertising
has been growing sporadically, and today the majority of ad inventory is transacted
programmatically. Figure 4.1 shows how different platforms are connected and involved in the
programmatic advertising process. To further understand programmatic advertising, we next
look into each of these platforms and the role performed by them.
4
https://www.iab.com/insights/glossary-of-terminology/
5
Skelton Z. (2015) How to power up with programmatic marketing. Digital Doughnut, 24 June
at: www.digitaldoughnut.com/articles/2015/june/how-to-power-up-with-programmatic-marketing
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Figure 4.1: Understanding How Programmatic Advertising Works
Source: https://www.pmg.com/blog/understanding-the-basics-of-programmatic-advertising/
Exhibit 4.3 Understanding What Is an Ad Impression and How They Are

Delivered
An Impression is said to be delivered when an advertisement or any other form of digital media
renders (is shown) on a user's screen. Technology has made impression tracking easy and robust
in digital marketing, as compared to offline advertising. For example, it is difficult to accurately
measure the number of impressions a billboard would have received, unlike digital advertising
where every impression is tracked, counted and sold in terms of cost-per-thousand (CPM)
impressions It is important to understand that an impression rendered is not equal to an
advertisement seen (viewed), as we humans are subconsciously programmed to ignore most of
marketing stimuli. Though, it is impossible to examine if an individual is actually seeing the
advertisement (unless someone uses eye-tracking technology), publishers usually provide two
metrics for impressions: served and viewable
Though advertisers can buy either impressions or clicks through a demand side platform, in
programmatic advertising publishers sell only impressions and not clicks to the supply side
platform.
Served Impressions
The usual standard for counting online impressions is based on ad impressions served i.e.
whenever an ad file is accessed, transmitted and rendered, an impression is counting. It ignores
other things like the advertisement was visible on the screen or not etc. Thus, served impressions
are counted, for example, even if an advertisement is rendered in the lower-fold of a webpage,
despite the user not scrolling that part of the page. Thus, counting impressions on this basis still
has the 'billboard' problem, where the nearest metric to measure impression is estimating passing
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traffic.6 Even if a vehicle or building blocks the view to the billboard, an impression would still
be counted. Thus, a slightly better metric to measure impressions delivered is viable impressions.
Viewable Impressions
This standard of counting impressions takes into consideration possible reasons which prevented
a user from actually viewing an ad. This could happen due to Ad-blocking software, screen
resolutions not apt for the ad to appear, users scrolling down before the ad has loaded or not
scrolling down where the ad was actually rendered. For example Google Ads provide an ‘Active
View’ metric to advertisers which provides viewable impression data in compliance with
industry standards developed by the Media Rating Council (MRC).7 An active view for display
ads is counted when at least 50 percent of the ad area is visible on the screen for at least 1 second.
For larger ads (242 x 500 pixels or more) an impression is counted when at least 30 percent of
the ad area is visible for at least 1 second.8 However, different standards are followed for video
ads.
Demand Side Platforms (DSPs)

DSPs are third-party software that allow advertisers to purchase, analyze and manage ads
across many ad networks from a single interface. They are connected with ad exchanges and
network and purchase placements for the advertisement orders placed in an automated and
efficient manner. They ensure ads are being shown to the precise audience targeted by the
advertiser. Moreover, they offer additional tools which analyze ad performance, and avoiding
fraudulent sites that generate traffic with bots, wasting advertisers’ money. Some of the biggest
DSP’s in the world include Google’s Double Click, Adobe Media Optimizer, AppNexus etc.
Supply Side Platforms (SSPs)

Supply side platforms (also referred to as sell side platforms) on the other hand allow publishers
to manage and sell their inventory in the ad exchange to interested buyers and earn revenue.
As we discussed, publishers are the websites or other content-creating platforms that consumers
visit. Publishers have reserved ad spaces on the pages, which show up (Refer, Exhibit 4.3
above) when a visitor opens a particular page. Publishers can list these ad spaces on a SSP in
advance, and give opportunities to various advertisers to bid and compete for showing ads.
SSPs are further connected to various Ad Networks and Ad Exchanges, which in turn interface
to DSPs. SSPs provide numerous benefits to publishers, most importantly yield and revenue
maximization.
Ad Networks & Ad Exchanges

Another important role in programmatic advertising is played by Ad Networks and Ad
Exchanges. Ad Networks are companies which sell left over ad inventory - which publishers
6
https://www.matrixmediaservices.com/outdoor-impressions/
7
http://mediaratingcouncil.org/Education.htm
8
https://support.google.com/google-ads/answer/7029393?hl=en
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could not sell directly- on behalf of multiple publishers. Many of the publishers have their own
Ad Networks, for example, Google Ads give opportunities to advertisers to advertise on various
Google owned platforms (YouTube, Google Search) alongside other publishers who have
partnered with Google.
On the other hand, as the name suggests, ad exchange is a technology platform where both
publishers and ad networks can sell their ad impressions programmatically. It is very similar to
an e-trading platform for stock trading. Ad exchanges work with many seller sources (both
SSPs and ad networks) simultaneously and auction off impressions directly or through DSPs.
Refer to Figure 4.1 to understand how these entities connect seamlessly and make
programmatic advertising possible.
Understanding Real Time Bidding

Real-time Bidding (RTB) is a method of transacting media that allows an individual ad
impression to be put up for auction in real-time. It involves a server-to-server buying process
which is done through a programmatic on-the-spot auction. Thus, Real-time Bidding is a sub-
part of programmatic advertising. RTB operates similar to how financial markets operate.
When a bid for a particular ad spot is won, the advertiser's ad is immediately shown on the
publisher's site. Thus, in this process multiple advertisers and multiple publishers depending
on the demand and supply are able to buy and sell ad impressions. In a way, it is a win-win
situation for both advertisers and publishers as it leads to reduced media wastage, greater
transparency, improved ad performance and a healthy yet competitive advertising environment.
Understanding how Auction of Ad Inventory Takes Place

Programmatic ad auctions are used to select ads that finally appear on the publisher’s page, and
ultimately determine how much a publisher can earn from those ads. Thus, the ads that we see
on a website, app, or other digital property are the ones that have won in an auction. Various
ads pay different amounts of money, depending on various factors such as how much an
advertiser has bid for the ad.
The way ad auctions are designed ensures that publishers earn the maximum possible revenue
for the ad space. Usually, if the competition to advertise on a particular spot is high, advertisers
are forced to pay higher, which can translate into higher earnings for the publisher.
Programmatic ad auctions are of two types: Open Auctions and Private Auctions.
Open auction is the official term for real-time bidding (RTB). The ad inventory prices are
decided in real-time through an auction and any publishers or advertisers can participate.
Usually, publishers place their media inventory in an ad exchange at a specific minimum cost
per mille (CPM) price and advertisers bid against one another for the available media that they
desire. The highest bidder wins the impressions.9
While private auctions are similar to an open auction, except that the publishers restrict
participation to auction selected advertisers only. Publishers may invite or enable specific
9
https://www.aarki.com/blog/differentiating-between-open-auction-private-auction-preferred-deal-in-
programmatic-advertising
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advertisers to apply for an invite to participate in private auctions. Thus, advertisers can bid for
the available media inventory only if they are invited to do so. Similar to open auctions,
publishers have the right to list the inventory at specific minimum CPM, and the highest bidder
wins the impressions. However, bids on ad requests eligible for private auctions may compete
with bids from the open auction either (i) concurrently if enabled by the publisher or (ii)
subsequently if private auctions do not fill the ad requests. Moreover, it is important to note
that publishers usually sell impressions based on CPM model (cost per thousand impressions)
in both direct and auction selling and not the clicks.
Role of Web Cookies in Advertising

A web cookie (also called as Internet cookie, browser cookie, or just cookie) is a small
message given to a web browser by a web server. The cookie is used to identify a user and
create customized web experiences. Cookies have an important and critical role in digital
marketing. It could easily be said, if cookies didn't exist, digital marketing wouldn't have
come this far. Cookies can be first-party or third-party. The primary difference between first-
party and third party cookies is that the first party-cookies are set by the publisher’s
webserver which the user has visited, whereas, third party cookies are usually set-up by third-
party servers such as Ad-technology platforms which they help of code on the website
visited. Advertising platforms use these cookies to track the pages an individual has visited,
links clicked, ads a user is exposed to etc. They usually add tags to pages so that they can
track a user visiting various pages across websites and devices. Based on this, they are able to
build profile of a user to show them targeted advertising. Thus, third-party cookies are used
for ad retargeting and behavioral advertising.
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The Life on an Ad
Source: https://www.amobee.com/research-insights/the-life-of-an-ad/
Types of Digital Advertising
Search Advertising
Search advertising (also referred as paid search) is a method of placing online advertisements
on the search engine results page. The most popular SEM platforms include Google, Bing and
Yahoo. These ads usually show up on the top and bottom of organic listings and are triggered
when users enter a search query which is the same or similar to the keywords targeted by the
advertisers. The ability of search ads to show up only when a user searches for particular
keywords makes them very attractive. This is because unlike display advertisements which are
push in nature, search ads only appear when a user has intent, and thus are considered pull in
nature. As consumers often use search engines to identify and compare products before making
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a purchasing decision, opportunity to show consumers with advertisements tailored to their
immediate buying interests encourages consumers to click on search ads. Moreover, advertisers
only need to pay for search ads when the user clicks on the ads. Unlike Display ads which can
also be purchased on impression basis, search ads are based only on a pay-per-click model.
Thus, search ads are one of the most dependable types of digital advertising. However, search
ads are only text based and mostly consist of a heading, sub-headings, and site-links. Thus,
unlike display ads they are less attractive, and may not be able to generate desired attention for
some of the product categories. The nuances involved in planning and executing search ad
campaigns are discussed later in this chapter.
Figure 4.2: Percentage Media Spending Across Different Ad Types
Display Advertising
Display advertising is another very large piece of the advertising pie apart from search ads.
Figure 4.2 shows that display advertising (Including Banner ads and Video Ads) represented
46 percent of the total advertising revenue. The great thing about display advertising is that it
offers a wide range of diversity. There are a multitude of formats and channels to choose from
which can attract audiences across devices. In its most basic form, display ads contain images
and text. Nevertheless, flash and video ads are also part of the display advertising world. The
main difference between display ads and search ads is that display ads do not show up on search
results. Display ads at times are also called banner ads, but generally the term display
advertising includes both video and (static and animated) banner ad formats. Many of the
display ad formats are affordable as well as simple to implement, but some of the formats such
as video ads can need a great deal of creative execution.
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One can choose individual websites, social media websites, news websites, blogs etc to show
display ads. Unlike search ads, display advertisements are push in nature. That means, it is not
necessary that the viewer seeing a display ad necessarily has interest in that product or brand,
and thus, consumers often find display advertising interruptive (Add some research).
Nevertheless, by using advanced targeting options offered for display advertising, these ads
can be made useful for most of the viewers. Moreover, retargeting display ads can prove very
useful for companies in bringing back valuable prospects who visited the website but did not
provide contact information or left the checkout midway (we discuss this later).
There are many types of display ads. We discuss some of the most popular types in the next
section.
Display Advertising Formats
Static Display Ads

These are the most common of the display ads. These typically use
an image and have some copy, brand logo, and a clear call-to-action.
As these ads are static, there is no movement and they can be placed
across various channels and devices. Among other display ads, these
are least expensive to create, and comparatively need less expertise,
which makes them scalable. Display ads can be inserted in various
sizes across websites. We discuss the common ad sizes later in this
chapter. Below is an example of Static Display Ad from Amazon.
Example of a Static Display

Advertisementii
Animated Display or Rich Media Ads (Flash, GIF and HTML 5)

These ads use motion, animation, interactive (clickable) elements and often audio to increase
the engagement of the ad. These ads are very popular and can be created using various
technologies. Mostly these ads are of 15 to 30 seconds in duration and are either looped or end
with a suitable CTA. While the GIF (Graphic Interchange Format) ads can only include
multiple images, both Flash and HTML 5 can include both images and audio. Flash format was
acquired by Adobe in 2005, and is still a popular format. However, to play flash files most of
the browsers need additional add-ons, while natively Apple’s iOS doesn't support Flash format.
Off late, HTML5 are replacing flash ads, due to several advantages they have over Flash ads.
First, just like Flash ads, HTML 5 ads can include images, audio, video and interactive elements
and are supported by all modern browsers. Moreover, HTML 5 is also responsive/adaptive,
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meaning that ads designed in this format are adaptive and look good across any browser, OS,
or device.
Video Display Ads

Video display ads make display ads much more interesting and take them to a different level.
Usually, video ads have extremely high engagement rates. Moreover, with ad networks like
Google enabling video ads for responsive display ad formats as well, advertisers can use video
ads across platforms with great deal of automation. As consumers increase to engage with more
video content online, and faster internet speeds, video ads are likely to gain even more
popularity in the coming years.
Native Ads
As already discussed earlier, native advertising is a popular display advertising format. Unlike
other formats of display advertising which usually stand out and look different from editorial
content, native ads blend within the editorial content or overall web-page aesthetics. As regular
banner ads are prone to banner blindness (i.e. conscious or sub-consciously ignorance of
banner-like information, believing that they are advertisements).
Specific Executions of Display Ad Format
Pop-Up and Pop-Under Ads

Rather than being a different format of advertising, these are specific executions of various
display ads. Thus, pop-up and pop-under ads can be executed as both banners and videos,
former being more common. As the name suggests, these ads pop up, or under the web page
being viewed by the user. While one sees the popup straight away, a pop-under would only be
visible once the main window is closed. During the early years of its use (2004 onwards), these
ads opened in a new window often smaller in size. But with the advent of ‘pop-up blockers’,
publishers have found new and innovative ways to use this advertising format. Now these ads
usually appear in an in-window overlay. To decrease distraction, sometimes, these ads appear
after some time of browsing activity. Some publishers also use scroll pop-up ads which show
up after the visitor has scrolled to a particular place on the website. Both pop-up and pop-under
ads are considered controversial, as pop-up ads restrict the view to the main content, while pop-
under ads usually open without the knowledge of the viewer.
Interstitial Banners Ads

Interstitial ads are full-screen ads that cover the full interface of the site or app where they
appear. Usually, these appear between pages when the user is navigating from one page to
another. What differentiates them from other ad types, like pop up, native, and banner ads is
that they take over the full view. Often, the advert can be closed or may force the user to stick
around for a few seconds, after which they disappear on their own. If executed well, they can
feel like a natural transition points between webpages and activities on apps.
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Display Ad Design Specifications and Sizes
Display ads have various design specifications and sizes which often differ for various ad
networks such as Google, Facebook, and LinkedIn. The choice of correct size depends on the
network on which one is supposed to advertise. Choosing the ideal advert size should also be
considered as an important branding decision, as the impact and information which can be
effectively displayed largely depends on the size of the advertisement. It is also important to
take into consideration the format and the device on which the advertisement will appear.
Animated ads can show more information as compared to static banner ads, and even small ads
on mobile phones can carry more information due to display’s proximity to the eye. We look
into some key aspects related to both design specifications and discuss some of the common
sizes used for display ads. Adhering to the requirements ensures that the ad has maximum
impact and minimum risk of losing money.
Online Advertising Targeting Options

One of the most critical aspects of online advertising is targeting appropriate prospects.
Appropriate targeting helps advertisers to communicate with the right audience, at the right
time, with the right message. The possibility of targeting niche segments in digital advertising
allows advertisers to personalize and deliver a lot more relevant communication. Moreover, it
provides advertisers a way to segment audiences, test various campaigns, and optimize for
improved results. Nonetheless, the extent to which a particular user can be targeted depends
upon the information the user has shared in the past, how much of it is still accessible by ad
networks and websites, and the extent to which user has given the consent to be targeted. Given
that companies (such as Google) are increasingly giving users options to opt-out of tracking,
websites are taking user consent to enable the cookies, increased usage of ad-blockers and do
not track software, targeting users is becoming increasingly complicated. In this section below
we discuss some of the key targeting options provided by major ad networks like Google,
Facebook and LinkedIn. However, it is important that targeting options vary from platform to
platform and specific ad network may not be able to provide all the targeting options.
Demographic Targeting
This is one of the oldest targeting options available to online advertisers. It lets the advertiser
choose specific demographics including age-group, gender, at times income, religion, race etc.
Some advertising platforms (such as Facebook) also provide geographic targeting under the
demographic targeting module. Demographic targeting is specifically useful for products
which tend to appeal to specific age groups or genders. Moreover, demographic targeting with
appropriate messaging strategy can be used to build awareness for an audience belonging to a
particular demographic. Moreover, one can use one of more targeting methods along with
demographic targeting. This way one can be extremely specific about who sees their
advertisements and achieve advertising objectives tied to a particular audience. An example of
such targeting would be: 30-35 year old males (demographic targeting), in New Delhi, India
(geographic targeting) and likes to travel (interest based targeting).
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Placement Targeting
This targeting option allows advertisers to show advertisements on specific websites and is
particularly helpful when one knows the websites company’s potential customers visit. Usually
reputed websites which are actively visited by customers are the preferred choice for placement
targeting. These may include popular news websites, health and weather information websites
etc. his targeting option is specifically useful for display ads, and not truly applicable for search
advertising. Also, this targeting option is helpful if the advertiser wants to reach a very niche
or industry specific audience. For example, a ventilator manufacturer may find it appropriate
to advertise on a website which covers the latest development around respiratory diseases in
order to target pulmonologists.
Though this targeting option may seem familiar to contextual targeting, in reality it is different.
In contextual targeting one chooses a particular context (e.g. Sports-Football) to show the ads,
which may appear on any website having content related to the particular context. Whereas, in
placement targeting one chooses the placement (e.g. NYtimes.com) and the ad can appear
across any context on the particular website. However, it is possible to combine both targeting
options on most of the advertising platforms.
Behavioral targeting allows advertisers to target customers based on their recent behavior
across the web, mobile apps and more. Various websites, specifically publishers, use cookies
(including third party cookies) and collaborate with ad networks to collect and share
information about user-initiated actions such as searches, time spent on particular sites/pages,
content views, clicks, purchases, and more in the past. These profiles are generally anonymous
and do not include personally identifiable information (PII).10
This information is useful for advertisers in targeting users who are more likely to be interested
in their products, and thus are more likely to be influenced by such advertising. For example,
if a consumer was frequently searching for travel destinations in Europe, or spent ample time
to read an article on vacation in Europe, the targeting system would store such behavior, and
an Europe based hotel company can use this information to target this particular user, and show
their hotel ads when the user visits any website which has partnered with that particular ad
network.
Behavioral targeting is one of the most advanced forms of targeting options available to
markets today. This is due to two reasons. First, due to advancement of technology, increased
collaboration across platforms, and availability of big data - which makes it possible to store
more customer data-, behavioral targeting has become a lot more specific allowing advertisers
to show much more personalized ads.11 Second, consumers can mostly identify a behaviorally
targeted ad because publishers and ad networks are increasingly adopting icon’s such as
AdChoices when an ad is behaviorally targeted. Nevertheless, consumers often find behavioral
targeting as breach of their privacy and feel advertisers are getting too eyed into their personal
space. Due to this reason, behavioral targeting is often under scanner from regulatory
10
11
Summers, C. A., Smith, R. W., & Reczek, R. W. (2016). An audience of one: Behaviorally targeted
ads as implied social labels. Journal of Consumer Research, 43(1), 156-178
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watchdogs such as the Federal Trade Commission. For example, companies such as Facebook
and YouTube have been heavily fined for sharing personal data with third parties, which have
used this data for illegal behavioral targeting among others.12 However, when done
legitimately, behavioral targeting can be very effective.
It is important to note that behavioral targeting is a broad term (also referred as online profiling,
behavioral advertising etc.) and targeting method, and is the basis of many other specific
targeting methods such as Interest Based Targeting and Retargeting which are discussed ahead.
The AdChoices Logo

Geographic Targeting
AdChoices is a self-regulatory
advertising program for online As the name says, geographic targeting
interest-based advertising that lets advertisers target users physically
exists across various countries present in a particular geographic
globally. The program mandates location or interested in a particular
participating advertising companies to establish geographic location. The location data is
and enforce responsible privacy collected by websites and ad networks
practices for interest-based advertising, which using various methods, including
gives viewers enhanced transparency and location data from internet service
control. Companies are required to adhere providers (ISPs), GPS in users mobile
various guidelines and principles that are phones, user check-ins etc. While interest
enforced by accountability programs. Whenever in a particular location can be gauged if
an ad is being shown by the participating the user searched for a particular location,
company, the AdChoices logo is shown for example, ‘Budget Hotels in Miami.’
automatically. The presence of icon on a
particular ad reflects interest-based advertising
data is being collected or used. On clicking the The extent (preciseness) to which a
icon, the users can learn about ad or a website's particular ad network can track users,
collection practices, and also opt-out of such depends on its capabilities and various
targeting. other factors. For example, Facebook
allows the marketer to drill down to a
specific location and distance radius.
Interest Based Targeting

(The Ad Choices Logo) This type of targeting allows advertisers
to target customers whose past online
behavior shows they are interested in a specific product category. For example, if a person
visits several websites containing information on parenting, she/he would be tagged against the
‘Parenting’ interest group. Hundreds of such interest groups are created, which can be used by
advertisers to target specific audiences. The data is modified from time to time, based on the
recent activity of the user (generally within 3 to 6 months). Interest based targeting is a specific
type of behavioral targeting. Most of the publishers allow users to see their advertising profile
(to which interest groups they have been tagged to, along with other information), while some
allow customers to tailor their interests so they can see more relevant ads. Figure 4.3 shows
12
https://techcrunch.com/2019/07/24/facebook-settles-with-ftc-5-billion-and-new-privacy-guarantees/
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Google advertising profile, which also contains interest categories of that individual, based on
his browsing history.
Figure 4.3: Google Ads Interest Profile
Content or Topic Targeting

Content targeting (also referred as topic targeting or contextual targeting) allows advertisers to
place their advertisement across a particular type of content or topic. Most of the publishers
provide the core theme of the website and of specific pages (in form of keywords and tags) to
the supply side platform. Advertisers can then use this information to place their ads across a
specific topic. This pairing helps advertisements to appear on relevant publications, blogs and
websites. Moreover, advertising in context similar to the ad content is found to be more
effective.13 As discussed earlier, in contrast to placement targeting (which lets the advertiser
show ads on a website of choice), content targeting lets advertiser show ads of a particular
category across websites having similar content. Thus, it is a good way for advertisers to get
exposure on a wide variety of sites that are relevant. Content targeting is commonly used to
target display ads and is combined with other targeting techniques to make it even more
effective.
Keyword Targeting
Keyword targeting enables marketers to target audiences by specific keywords and phrases.
Both display ads and search ads can be targeted through keywords. But when display ads are
targeted through keywords, we refer to it as topic targeting. However, keyword targeting for
13
Yeun Chun, K., Hee Song, J., Hollenbeck, C. R., & Lee, J. H. (2014). Are contextual advertisements
effective? The moderating role of complexity in banner advertising. International Journal of Advertising,
33(2), 351-371.
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search ads directly targets the search
queries an individual submits to a
Tip! search engine. Thus, keyword
A user writes a ‘Search Query’ on a search engine, targeting is the primary targeting
while the advertiser targets through ‘Keywords’ method for search ads. An advertiser
though both are related, they are fundamentally provides a list of keywords which are
different from one another. relevant to his or her particular
business, and ads are only shown
when a user searches for the same or similar search query.
As discussed in Chapter 2, the search engine result page shows relevant search ads and organic
links. Thus, search ads appear only when one or more advertisers are targeting keywords
related to the user query. The extent to which an advertiser is willing to target search queries
similar to keywords can be decided by using Keyword Match Types option provided by popular
search advertising platforms such as Google and Bing Ads. Keyword match types allows
advertiser to target either more generalized or specific search queries. The next chapter
discusses this in more detail. Moreover, all most all popular search engines provide advertisers
with tools through which marketers can enrich (find more) their keyword targeting list, get
estimated bid prices, search volume and industry competition. For example, Bing’s tool is
called as ‘Keyword Research Tool, while Google calls it as ‘Keyword Planner.’ Chapter 5
discusses how one can make use of this tool while executing search ads at length.
Lookalike Targeting
Lookalike targeting is relatively a new targeting option, and was debuted by Facebook in 2013.
It lets advertisers find and target potential customers who are likely to share similar interests
and behaviors with that of existing customers. The advertiser needs to provide a list of existing
customers (called seed list), preferably with some homogeneity, and the ad network anatomizes
these customers and their user profiles to find the commonalities with other audiences with
similarity tastes, preferences and behavior, and that’s how the name comes ‘Lookalike
Targeting’. In this way, one can reach highly-qualified leads who otherwise could be difficult
to identify and target. Multiple data sources can be used to create seed lists, including: Email
address, phone numbers, customers who have purchased products in the past, or have viewed
specific pages on a website for a desired period of time.14 Today, all major advertising networks
such Google Ads, LinkedIn Ad, Outbrain etc. allow lookalike targeting. This is one of the more
advanced targeting options and requires a sizable existing audience list. For example, Facebook
recommends a seed audience list of at least 1,000 to 50,000 users from one country to provide
a considerable lookalike audience.15 Moreover, there is a limit to the extent to which one can
find a lookalike audience, which depends on the size of initial seed.
Retargeting
Retargeting is another, relatively recent, and very effective targeting technique. Retargeting
(also known as Remarketing or Behavioral Retargeting) is the tactic of serving targeted ads to
people who have already visited or taken action on a particular website. Remarketing is done
14
https://blog.ladder.io/ecommerce-lookalike-audiences/
15
https://www.facebook.com/business/help/164749007013531?id=401668390442328
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with the help of a JavaScript tag (known as a pixel) which places a cookie in the user’s
computer when they visit the company's website. The advertiser can later use the ad platform
to serve ads (retarget) to the specific individuals who had earlier visited the company’s website,
apps etc. but left without completing the desired action (usually filling the form or purchasing
product). The advertising platform uses the anonymous identifier (stored in cookie) provided
by the advertiser to show ads to these individuals when they visit any of the websites within
the ad network.
Given that retargeting targets prospects who have already visited the website and advertiser
can even track their particular activity (pages visited, links clicked, time spent etc.) at an
individual level; remarketing ads can drive the customer back into action by showing them
something they are interested in. These ads can not only remind the customers what they looked
at, but also increase the brand recall, moreover by offering specific offers these ads can be very
effective in luring and winning customers. Some studies show that retargeting ads are likely to
be clicked up to 10 times more than regular ads.iii
Retargeting can be done for both display ads and search ads. When done for search ads,
advertisers can use Remarketing List for Search Ads (RLSA) which allows tailored search
campaigns for users who have previously visited the company's website, mobile app or specific
pages.
Given that there are so many targeting techniques, even more than discussed above, using
appropriate targeting techniques in digital advertising can often be challenging. It not only
requires experience, but marketers often have to test and retest to find out what works best for
them. Moreover, with advancement of technology, newer targeting techniques are being
developed from time to time. Nevertheless, it is important for the marketer not to get too
overwhelmed by so many targeting options. Also important to ensure that targeting is not too
narrow that it limits the reach, which would make it difficult for the ad network to deliver
ample impressions and can also reduce the return on investment. While creating the advertising
campaign, ad networks provide metrics with various estimates such as expected reach,
impressions, click through rate, cost per click and these figures vary depending on the targeting.
It is worthwhile to be cognizant how these estimates relate to the chosen targeting options.
Some of these nuances are explained in the next chapter, while discussing how digital
advertising campaigns are executed.
Next, we discuss various ways in which models through which digital media can be purchased.
Online Advertising Pricing Structures

Advertising spots can be purchased based on common pricing structures that run across the
various types of ads. Though different ads have different objectives (discussed in next chapter),
the prices are often based on the same models. These pricing models are specifically used in
programmatic purchase, which is now the preferred way of buying ad inventory, surpassing
direct purchase.16 Often dubbed as performance marketing, these pricing structures enable
marketers to pay only when the desired action is completed. Moreover, the opportunity to pay
16
https://marketingland.com/the-adtech-trends-rounding-out-2019-programmatic-growth-measurement-
standards-privacy-implications-269722
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for the appropriate result reduces the risk for marketer and ensures advertising money is not
wasted. We discuss these pricing structures in the next section:
Pay per Click (PPC): In this pricing structure, the advertiser pays only when the advert is
clicked by a user. The associated metric to measure to cost based on pay per click model is the
Cost per Click (CPC). Upon clicking the ad, the user reaches the advertiser’s landing page and
may end-up filling the form or buying the product. Nevertheless, the advertiser pays based on
the click regardless of the action taken by the customer.
Pay per Mille/Thousand (PPM): This pricing structure is based on impression and the
advertiser pays for every thousand impressions. Thus, the advertiser pays for every thousand
times the advert loads on the publisher’s page. The metric to measure advertisements based on
this model is called Cost per Mille (CPM) (in Latin, French and Italian, mille means one
thousand) or Cost per Thousand Impression (CPT). If required one can also calculate the cost
of a single impression, referred to as Cost per Impression (CPI). Usually, CPM rates for rich
media formats are higher than for standard display ads. One of the demerits of PPM model is
that the advertisers are charged for a “possible view” and not for a “click”, and thus it doesn't
guarantee any action from the user.
An advanced version of CPM model is dCPM (Dynamic Cost per Thousand Mille) in which
each actual bid amount charged is not limited to the exact bid amount placed. dCPM uses real-
time bidding to optimize the overall spend. For example, if an advertiser sets their dCPM bid
at $5, their DSP—an ad technology that enables marketers to purchase all types of ads in an
automated fashion—can use Real-Time Bidding (RTB) to pick up some ads for $0.50 and
others for $6.50. The dCPM pricing model relies on the DSP’s ability to analyze the value of
each ad and pay exactly what it’s worth. The overall price of the campaign is kept at or near
the bid amount, but delivers more value than a traditional CPM campaign.
Pay per Lead: Pay per lead model allows advertisers to pay for every qualified lead. Although,
mainstream ad networks (e.g. Google Ads, Facebook) does not allow marketers to pay per lead
currently, some intermediaries and referral marketing networks allow direct pricing based on
this structure. With CPL, advertisers only pay for leads or contacts that are qualified. Usually
this model is useful for marketers looking to obtain the contact information of interested
customers and then nurture them through other channels. The associated metric with this
pricing model is Cost per Lead (CPL). CPL can be calculated for campaigns using PPC or PPM
pricing structures when the number of leads acquired through such campaigns is known. This
is possible when conversion tracking is activated (Discussed in the next chapter) Thus, CPL is
more action oriented than CPC and CPM.
Pay per Acquisition (PPA): Similar to PPL, advertisements on major ad networks can’t be
directly purchased based on PPA model. Nevertheless, most of the referral marketing use PPA
based pricing. The associated metric Cost per Acquisition (CPA), reflects the cost at which the
lead is converted. Thus, CPA is also referred to as Cost per conversion or Cost per order (CPO).
Just like CPL, CPA can be calculated for campaigns based on both PPC and PPM pricing
models when actual conversions are known. However, at times, this may be difficult to know
as consumers often use multiple channels and often switch between them, making it difficult
to arrive at actual cost per acquisition. Thus, marketers use multi-channel attribution modelling,
which gives different weights to different touch-points to arrive at actual acquisition cost.
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In conclusion, it is important to note that PPC and PPM are the two primary pricing models
through which adverts are purchased online. Moreover, though these pricing structures are the
basis for bidding strategies, they are not the same as bidding. We discuss various bidding
strategies in the next chapter. We also discuss various formulas and how the above pricing
strategies are interlinked with each other and overall marketing metrics in the following
chapter.
Thinking through Digital Advertising: The Strategy

Previously we discussed various targeting strategies and pricing options one can choose when
it comes to digital advertising. In this section we look at various aspects involved in creating
overall digital ad strategy. An ad strategy is the blueprint which discusses how advertising
would be carried out to sell a particular product or service to consumers.
It is necessary to create a viable advertising strategy before the campaigns are actually executed
(discussed in the next chapter). This is a necessary step, whether the advertising is to be done
by a B2B or B2C context. It is likely that a company has multiple products, which might require
multiple ad strategies. That sounds a lot of work, but don’t fret! The steps discussed below
give common guidelines how one can arrive at advertising the strategy and make this otherwise
arduous task a little easier and organized:
Step 1: Market Analysis

Before designing any marketing strategy, it is essential to understand the market that one is
aiming to target. Mentioned below are the points that a marketer should analyse to determine
its target market and target customers.
1. Who is most likely to purchase the product?
2. How much of that market is actually interested in purchasing the product?
3. Are there already any companies offering the same product?
4. What are the marketing strategies of the competitors?
5. Are the strategies of the competitors successful? What new can be offered?
While determining the target market, it's also important to note that not all the businesses,
products or services are recession proof. Hence, it is important to take note of the current
economic condition of the market as a whole. Examine the history and major trends of the
market that surround the product or service. Investigate the probable risks and opportunities
correlating the product or service. Finally extrapolate on how well the product or service could
be received by the market. Depending on the state of the market one can tweak the marketing
strategy, or decide to design a completely new one. By having an overview of the buyer
profiles, economic state, trends and risks, one can create an advertising strategy that is better
positioned to succeed.
Step 2: Integrating Advertising with Cross-Channel Marketing Strategy

Although digital advertising is paramount, it is still one of the elements in the overall digital
marketing strategy, which is further a subset of the firm's marketing and overall strategy. Thus,
the ad strategy should integrate well with the overall marketing plan. It should be made sure
that the consumers are receiving a continuous and relevant message from the ad campaign,
across all the channels used for advertising. Tha automation technology makes it possible to
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some extent, but the marketer should make conscious efforts to ensure that all the marketing
activities, including digital marketing, brings synergy.
Step 3: Determining Advertising Objectives

It is important to establish the advertising goals as it helps in the measurement of the
performance of the campaign. The goal could be to increase the sales of the product by a certain
percentage, to enhance brand awareness, to gain a new demographic in the customer base, or a
combination of these. Also, it is important that the formulated goals meet the SMART criteria;
i.e. they are: Specific, Measurable, Attainable, Realistic and Time-Bound.
Once the goals are set up, it is easy to decide the performance metrics and determine what is
working and what is not. If particular ads or campaigns are underperforming, the strategy can
be reexamined for flaws, and rectified for future campaigns. Advertising can have multiple
roles, which may include:
1. To Getting Viewer’s Attention: The prime task for an advertisement is to get noticed.
However good a brand or offer may be, if it fails to get attention it wouldn't serve any
purpose. Thus, one should ensure the ad is catchy, and has a compelling heading. For
example, the heading "You Might Be Eating Too Much Sugar" is likely to appeal to
someone who is trying to reduce weight, and selling artificial sweetener or even to a diet
plan.
2. Prompting Immediate Action: Often one may want an immediate action, it could be to
motivate a customer to sign up for a free newsletter or to sell an early bird ticket for a
concert. Interestingly, an advertiser may be retargeting customers who have already visited
the company's website and checked a few products, and now wants them to finally buy.
To achieve this goal, the advertiser may require an alluring proposition, for example a
water purifier company may get an immediate response from an ad which says, “Just Buy
the Purifier, Leave Service on Us. Offer Closes Tonight.”
3. Building Brand Awareness: For a new enterprise or a small company’s primary objective
could just be to increase awareness about the product or service they sell, its features and
the brand name at the initial stage. Thus, the advertising should focus on that. It may be a
good idea to pay for impressions instead of clicks, as even impressions viewed would be
helpful for increasing awareness.
4. Increasing Sales and Profits: The ultimate objective for most of the advertising campaign
is to generate sales, which would lead to profits. To ensure this, one must ensure that the
advertisement is not only catchy, but also motivates customers to click on the ad. The
headline should convey a strong proposition which is meaningful to the customer. For
example, an ad with the heading, ‘Exclusive Summer Collection On Stands Only for a
Week’ with an impressive product image can motivate customers looking for exclusive
designs to click the ad and buy.
Step 4: Deciding the Advertising Team

The most important part of any advertising strategy is to structure the digital advertising team.
The importance of a quality digital marketing team can be understood by the fact that the
success or failure of the ad campaign is determined by having the right people in the team. The
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size and composition of the digital marketing team can vary depending on the resources and
needs of the company, types and number of campaigns the company is running, the products
and overall budget. In many scenarios, a company may outsource some responsibilities to an
agency as well. However, the main agenda of any campaign should be to drive desired results
by structuring an efficient team, or outsource if need be. The primary people usually needed in
a digital advertising team are mentioned in figure below.
Figure: Key People Involved in Digital Advertising
Step 5: Finalizing the Budget

A budget determines the spending limit of an advertising campaign. It can have multiple levels,
starting with the highest overall digital advertising budget, and working down into different ad
platforms and campaigns. The budget should be in sync with the goal. If the goal is to increase
traffic to the website, more budget should be allocated to campaigns with that goal. Ideally,
more budget to be allocated to campaigns types which have been more profitable in the past.
Nevertheless, it is suggested that part of the budget should be allocated to newer campaign
types, channels or targeting options. This would not only ensure the team is abreast with newer
ways to advertise, but often such campaigns deliver high ROI due to reduced competition. Plus,
there’s always something new to learn which is helpful next time!
Step 6: Creating Customer Persona & Segments

Not all customers are the same, and with digital advertising it is possible to create various
different campaigns and targeted ads, for customers with different persona. Understanding and
segmenting customers based on their individual persona is a key step in all digital marketing
activities like content marketing, email marketing, including advertising. Once the customer
persona has been created, the market should create specific campaigns for customers belonging
to different customer persona. The customer persona creation process is discussed in next
chapter.
Step 7: Choosing Appropriate Campaigns

As discussed earlier, there are multiple type of ads campaigns one can choose from when it
comes to digital advertising. It includes search ads and display ads (both banner ads and video
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ads), and various formats and sizes. The advertiser should ensure there is a proper mix of
various types of campaigns, and investment should not be dedicated to only one type of
advertising. This not only reduces the risk, but gives a chance to experiment and learn. The
different types of advertising campaign to be chosen would depend on many factors such as
goal, product type, budget, past experience etc.
Step 8: Measuring Performance

Gauging the performance of digital advertising campaigns is critical. With easy traceability
and access to data, measuring the performance of digital advertising is comparatively more
direct in comparison to other digital marketing endeavors (such as social media and email
marketing) and traditional marketing. Nevertheless, measuring the performance of digital
advertising is still challenging, specifically when the buying funnel is long or the products are
sold offline. A 2018 survey with more than 1000 SME companies as respondents, reported that
only 11.5 percent of respondents were extremely satisfied from their digital marketing (Then
AdWords, Facebook Ads, Banner Ads etc.) (See Figure 4.4). Nevertheless, it is necessary that
the company establishes necessary frameworks and metrics to measure digital advertising
performance at quick intervals and compare it with the performance of other digital and
traditional marketing activities. We discuss more about measuring advertising performance in
the next chapter and chapter 6.
Figure 4.4: Satisfaction with ROI of various advertising platforms
Source: https://www.digitalexaminer.com/small-business-marketing-roi/
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The above steps provide a detailed understanding of various activities involved in creating
digital advertising strategy. Nevertheless, in may require some other aspects and knowledge of
specific elements and settings on the various advertising platform (e.g. Google Ads, Facebook
Ads). We discuss these executory aspects of digital advertising in the next chapter.
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Chapter 5: Advertising Avenues in the Digital World (Part 2):
Execution & Measurement
The previous chapter discussed
Creating Digital Ad Campaigns: The Execution

Running digital advertising campaigns and measuring their success is equally important as
creating a strategy. The steps involved in executing digital marketing campaigns would depend
on the type of campaign and platform one is willing to use. At a broad level, one can choose
between search, display and video ads, but then there are other types of ads as well which
include native ads, product listing (shopping) ads, sponsored content ads, Inmail ads etc.
Moreover, one must be accustomed to the ad platform being used (e.g. Google Ads, Facebook
Ads, LinkedIn Ads, Bing Ads etc.), the features and options provided by the platform, the
terminology involved and the flow of activities in the platform. Nevertheless, most of the
platforms will have similar basic features, which generally include: choosing campaign type,
fixing a budget, choosing bid price and bidding strategy, choosing targeting criteria and
placements, ad scheduling, creating or uploading ads and reporting. However, given the quick
transformation, digital marketing is going through, these options and features are being
constantly updated from time to time.
In the next section, we focus on how one can execute both Search and Display Campaigns on
one of the most popular advertising platforms such as Google and Facebook Ads. Figure 5.1
shows various types of campaign types available in Google Ads.
Figure 5.1: Campaign Types in Google Ads
Source: Author’s Google Ads Account
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Step 1 — Choosing Campaign Goal:
Most of the ad platforms first ask for advertising goals, and pre-customize some of the
advertising options accordingly. These goals include options like: Sales, Leads, Website
Traffic, App Promotion etc. If one chooses App Promotion as goal, for example, the advertiser
will have to ensure the click leads to the app installation page. Some goals (for e.g. Sales,
Leads) may use optimization based on previous advertising data, to achieve the advertising
goal. For this the advertiser must have conversion tracking activated (Refer Exhibit 5.1) and
should have run adequate campaigns in the past.
Exhibit 5.1: What is conversion tracking and how to set it up?

In generic terms conversion tracking is a way for a company or brand to monitor the actions
consumers take toward the completion of a business goal. These actions can include anything
from clicking an ad, buying or putting up a product in a shopping cart, signing up for a
newsletter, downloading a content, applying a discount code etc. Thus, conversion tracking is a
way to determine the effectiveness of an advertising campaign, or other marketing activities and
as the consumers move toward conversion.
Thus, it is necessary to set up conversion tracking between the website (where the ads lead to)
and the ad network (where the ads originate from) to monitor the performance of advertising.
Different advertising platforms use different terms for this functionality, for example Google
Ads calls it as conversion tracking, while Facebook Ads call it as Face Pixel.
As discussed earlier, conversion can be tracked when a customer makes a purchase, signs up for
a newsletter, fills out an online survey or contact form, downloads an app or whitepaper, calls a
phone number from a mobile phone, and so on at the marketer’s discretion. Thus, conversion
tracking is as well useful for businesses not necessarily selling products online. Once it has been
identified what customer actions are to be tracked, it takes just a few simple set-up conversion
tracking for an advertising campaign. It involves generating a bit of HTML code on the
advertising platform which needs to be pasted into the webpage on the site that customers visit
immediately after completing the conversion (such as an "Order Confirmation" or "Thanks for
Your Email" page). This doesn't necessarily require technical knowledge and can be done by
tools provided by the advertising platforms, for example, Google Ads offers a tool called Google
Tag Management for this purpose. However, unless conversion tracking is not properly set-up,
it is not possible to know how many advertisement clicks are actually resulting in signups or
sales.
However, for a campaign with the goal as - increase website traffic, conversion tracking may
not necessarily be activated. Obviously, as no direct conversions happen just by sending traffic
to a website. So when the goal is to increase website traffic, the advertising platform would try
to optimize the click price in such a way that one can achieve maximum clicks in a given
budget, by lowering cost per click. Whereas, when the goal is to generate sales, the focus would
be on acquiring customers which are most likely to convert. Refer to Figure 5.1 to see various
goal options provided by Google Ads. These settings can be fine-tuned at a later stage, while
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choosing the bidding strategy. One can also proceed with campaign creation without choosing
a campaign goal.
Figure 5.2: Advertising Goals in Google Ads
Step 2 — Selecting a Campaign Type:

In the next step, the marketer must choose the type of campaign s(he) would like to execute.
Google Ads currently offers 6 different campaign types, the most common being search,
display and video ads. As discussed earlier, search ads appear on search engines, while the
display and video ads appear on ad networks which include various publishers which partner
with Google to show ads on their properties (websites and apps), apart from Google’s own
websites such as YouTube. How one can target, pay, and choose ad formats would depend on
the type of campaign chosen.
Step 3 — Choosing the Location:

Regardless of the campaign type (Display, Search or Video ads), the next step is to target the
geographic locations where one would like viewers to see the ads. Targeting can be done by
country, city and even by pin codes for major cities globally. Moreover, Google and Facebook
also allow advertisers to target using radius targeting, where lets one target a particular area in
a city or various cities, towns adjoining a location which has been chosen as the center. For
example, a 70 kilometers radius targeting around Delhi (Capital of India) would also target
adjoining towns like Gurugram, Noida, Gaziabad, Sonipat and Rohtak, but not farther towns
like Panipat and Karnal. Similarly, a 50 mile radius targeting around London (Capital of
England) would target the adjoining towns Reading, Maidstone, Chelmsford etc; but not
Oxford, Cambridge and Colchester which are farther away.
The Pin Mode in Radius targeting on the other hand can be used to target very precise locations
within a city. For example, a bakery located near Chancery Lane, London, may want to restrict
its advertising to neighboring blocks, where majority of its customers are present can use this
feature and advertise as less as within one mile of a particular geographic location (represented
by latitude and longitude). Moreover, if there are branches of this bakery at different locations
within London and each wants to reach potential customers within a mile, such targeting can
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also be done easily. Refer Figure 5.3 showing five precise locations targeted within London.
While Exhibit 5.2 describes how ad networks can fetch location for targeting.
Figure 5.3: Multi-Location Radius Targeting in Google Ads
Source: Author’s Google Ads Account
Exhibit 5.2: How do ad networks like Google Ads know the geographic location of users?
Depending on various Google products and services (Google Maps, Gmail, Android Software
etc.) consumers use, they may provide Google with different types of location information to
Google which is used for targeting of advertisements. Location can come from real-time signals,
like device's (Laptop, Desktop, Mobile etc) IP address or device location (Mobile GPS), and
from past activity on Google sites (e.g. search like ‘best cafe in Paris’), saved places (e.g. when
we save our office location in google) and services people have visited. Users can disable
Google Location Services, but in that case Google can rely on other ways to legitimately access
the user's location (e.g. through apps to which one has given access to location information).17
The ads can be served on the basis of location collected through any of the above means. While
service providers like Google also give options to its consumers to turn ad personalization off,
in such cases data stored is not used to target the ads.18
17
https://policies.google.com/technologies/location-data?hl=en
18
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Step 4 — Deciding the Budget:
It is necessary to provide a budget which will be used for the ad campaign. The advertiser needs
to provide a daily budget in the settings. However, it is not necessary that the ad network or
demand side platform would spend the exact amount on a daily basis. Depending on several
factors this amount can be slightly higher or lower. Google Ads for example, can spend up to
two times of the daily ad budget (called as over delivery), though it would exceed monthly
budget (Monthly Budget = Daily Budget X 30.4)19. Why 30.4, because there are approximately
30.4 (365/12) days in a month. The budget would depend on the objective of the advertiser and
the number of various campaigns planned.
Step 5 — Deciding the Bidding Strategy:

The bidding strategy is directly related to the goal of the campaign. Based on the bidding
strategy, the ad network will optimize (often automatically) which impressions to prioritize,
and how aggressively we bid. Given that ROI of advertising largely depends on the bidding
strategy, choosing the most appropriate bidding strategy becomes important.
There are two primary bidding strategies available, manual and automatic. While there is only
one manual bid option (Manual Cost per Click), there are various automatic bidding options.
In automatic bidding, Google Ads use previous data to optimize the bid price on the basis of
chosen objective (Refer to Exhibit 5.3). This is achieved with the help of various machine
learning algorithms. The various bidding options are discussed below:
Smart Bidding Options
The smart bidding options focus on conversions and are most advanced bidding techniques.
Target cost per action (CPA): The Target CPA focuses on increasing conversions while
targeting a specific cost per action (CPA). The user can provide the maximum CPA one is
willing to achieve, and the algorithm would try to achieve the CPA within that range.
Target return on ad spend (ROAS): ROAS bidding optimizes for conversion value, and helps
to increase conversion value while targeting a specific return on ad spend (ROAS). In order to
calculate conversion value, the advertiser needs to provide product prices and margins. The
conversion value is total revenue one would need for every advertising dollar spent.20 Thus,
this bidding option focuses on maximizing the profitability of advertising one can achieve.
Maximize Conversions: As the name suggests, this option focuses on providing maximum
number of conversions for a given budget. Thus, this bidding option will minimize the cost of
conversions to maximize conversion.
Maximize Conversion Value: This bidding option is similar to ROAS, but focuses on
maximizing the conversion value for the given budget. Again, it is required that the necessary
19
20
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information is provided before choosing this bidding strategy, so that conversion values can be
calculated.
Enhanced cost per click (ECPC): This is the closest automated bidding option to manual cost
per click bidding option and adds a smart option to manual bidding.21 Although one can be
charged more than your maximum CPC for a single click in eCPC bidding, Google tries to
keep average CPC below max CPC bid.
https://support.google.com/google-ads/answer/6167143?hl=en (Auction Time Bidding)
Exhibit 5.3: Role of Historical Data in Bid Optimization
To get the benefit of optimization it is necessary that similar campaigns have been run in the
past. Only if one has racked up enough historical performance, the automated bid options can be
chosen. The ad networks use the historical data along with other signals to drive the particular
optimization (e.g. optimizing for conversion, optimizing for least cost per acquisition). For
example, to use Target ROAS bidding, most campaign types need at least 20 conversions in the
past 45 days. Whereas for App campaigns, historical data of at least 10 conversions every day
(or 300 conversions in 30 days) is needed. For most of the campaigns it is recommended to have
at least 50 conversions in the past 30 days. This is necessary to maximize results and give
machine learning algorithms enough data to make informed bidding decisions.
Cost per Click (CPC) Bidding Models
To gain clicks in order to generate traffic to the website, there are two cost-per-click bid
strategies:
Maximize Clicks: This is an automated bid strategy which automatically manages bids to bring
the most clicks possible within the stated budget.
Manual CPC bidding: This manual bidding option lets one manage the bidding on their own,
rather than optimizing algorithms. One can set different bids for each ad group (we discuss this
later) in the campaign, or for individual keywords or placements. This is a good bidding option
to start with, as it gives more control in the hands of the marketer.
Impression based bidding models
If one wants to focus on impressions, these bidding strategies can be used. Impression based
bidding strategies are useful to create awareness, as even unclicked ads are noticed. Moreover,
creative ads may prove to be more cost effective if purchased based on impression, as they tend
to have higher click rates, and thus, lower overall cost per click.
It is important to note that one can pay only for Clicks in case of Search Ads and impression
based bidding options are not available. This is logical, as search ads are pull in nature and
would appear only when a user is searching for a query which is (keyword) targeted by the
21
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advertisers. However, one is free to choose impression based bidding models in case of search
and video ads (specifically for the short video ads, called bumper ads).
Cost per Mille (CPM) and Viewable Cost per Mille (vCPM): These are manual bidding
strategies which are focused on increasing awareness, but not necessarily generate clicks or
traffic. One can set the amount they are willing to pay for each 1,000 ad impressions on the
Google Display Network or YouTube. They only difference between CPM and vCPM is that
in case of vCPM model, the ad network only charges for the viewable impressions (See Exhibit
to understand the difference between impressions and viewable impressions)
View based bidding model (for video ads only)
Cost per View (CPV): For video ads, CPV is the default bidding option. In CPV bidding,
advertisers are charged for video views or interactions (such as clicks on call-to-action
overlays, cards, and companion banners). A view is counted when someone watches 30
seconds of the video ad (or less, if the video is of shorter than 30 seconds) or interacts with the
ad, whichever comes first. The advertiser has to bid the maximum amount s(he) is willing to
pay per view (reffered as Max.CPV).
Apart from the above bidding strategies, Google Ads offer two more bidding strategies
specifically applicable for search ads:
Target Search Page Location: This big strategy automatically sets the bids to increase the
chances that an ad appears at the top of the page, or on the first page of search results.
Target Outranking Share: This is an automated bid strategy that lets you choose a domain you
want to outrank so that your ad is displayed above that domain’s ads, or shows when that
domain’s ad does not. You can set how often you want to outrank that domain, and Google
Ads automatically sets your Search bids to help meet that target.
These 5 steps i.e. choosing campaign goal, campaign type, location targeting, budgeting, and
bidding strategy are done at Campaign Level. Whereas, the next steps are done at Ad Group
Level. To understand Campaign Level and Ad Groups refer to Exhibit 5.4.
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Exhibit 5.4: Campaign & Ad Groups in Google Ads
In Google Ads, the campaign creation process has two levels: Campaign Level and Ad Group
Level. Campaign is defined as “a set of ad groups (ads, keywords, and bids) that share a budget,
location targeting, and other settings. Campaigns are often used to organize categories of
products or services that you offer.”22 The settings applied at campaign level, by default applies
to the next level i.e. Ad Group Level.
An ad group contains one or more ads that share similar targets. Each campaign is made up of
one or more ad groups. Ad groups are used to organize the ads by a common theme. For example,
ad groups can be segregated into the different product or service types the company is offering,
whereas the campaign can be made at company level. The steps 1 to 5 are undertaken at
campaign level, while step 6 and step 7 are done for various ad groups under a campaign. Figure
below illustrates the same.
Source: Author
Step 6: Targeting:
Step 6A Search Ads — Targeting

We discuss targeting separately for search ads and display ads as search ads are primarily
targeted by Keywords. Moreover, it is necessary to provide relevant keywords to run search
ads, and thus, right keyword selection becomes the cornerstone for a successful search ad
campaign. The Keywords can be a single word or a short phrase with a few words. The process
is done through Keyword Bidding, in which one puts a competitive bid (or keyword bid) in a
pay-per-click auction to help secure ad placement on the Search Engine Results Page (SERP).
To ensure the website gets quality traffic through the search ads, it is necessary that advertiser
bids for the most relevant keywords. Keyword selection is both a science and art, and ideal
keywords are more likely to result in clicks and conversations. Although keyword selection
22
https://support.google.com/google-ads/answer/6304?hl=en&ref_topic=24936
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can be aided with the help of specific tools (such as Keyword Planner from Google), it is
equally important to understand the customer behavior and predict the terms they actually
search. Tools such as Google Keyword Planner make it easy for the advertiser to identify
possible keywords, and tell the extent to which people are searching keywords, the level of
competition, and the expected bid range for targeting top positions. Exhibit 5.5 discusses more
about Keyword Planner and how it can be used. Nevertheless, there are many other factors
such as Ad Rank (Refer Exhibit 5.6), company's unique selling proposition and many more,
which must be considered while choosing the keyword. Also, one can use Auction Insights
Report for Google Search Ads to understand performance of specific keywords. We discuss
this in Chapter 6.
It is important that the marketer creates a list of all the relevant words which can be used across
the campaigns. This process can be more complicated in case the company sells multiple
products or services, serves customers in different countries and uses multiple languages and
many other reasons. To some extent the keywords research for SEO can also come to use while
finalizing keywords to be targeted for search ads.
Exhibit 5.5: Using Google Keyword Planner to Identify Optimum Keywords
Google Keyword Planner is a free tool which helps find relevant keywords which are useful
in search engine marketing. The planner provides a list of keyword, along with search
volume, completion and suggested bid price. The planner helps in choose competitive bids
for various keywords. Thus, the keyword planner is useful in searching for keywords and
predicts how the keywords might perform.
Given below are the keyword results for the single phrase ‘MBA in international business.’
They keyword planner suggested 392 keywords, out of which 20 most relevant keywords (as
suggested by planner) are given. The results are based on searches in India, from April 2019
to March 2020 and for ‘English Language.’
Thus, on entering one single phrase, the planner suggests multiple keywords which can be
targeted. The planner also gives search volume, competition and top page bid. Let’s discuss
each of this variable briefly.
1. Keywords: Keyword planner automatically suggests related keywords on either

entering word(s)/phrase(s) or website. Google uses its algorithms and data to suggest
many other similar and related keywords which can be used. The advertiser can choose
keywords which are more relevant to their business, things in which it specializes;
nevertheless keeping account of other variables.
2. Search Volume: This shows the average number of times people have searched for a
keyword and its close variants. The number is a relative number, and does not reflect
actual absolute searches. The min range shows minimum values a particular month may
have received, while max shows the maximum.iv
3. Competition: This shows the number of advertisers that showed on each keyword
relative to all keywords across Google. This data is specific to a particular location. The
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competition is reflected in range from low, medium, to high. The index value denotes
the same more granularly in numbers.
4. Top of Page Bid: This reveals the amount historically paid by various advertisers to
get the top ad position (up to four ads) on SERP. The low range corresponds to the 20th
percentile, whereas the high range corresponds approximately to the 80th percentile of
all the actual bids charged for the particular keyword. This is a very important variable
in the keyword planner, as it gives idea to the advertiser for planning bid amounts for
particular
Now that we have understood what each data variables represents, let us discuss how
one can choose the most ideal keyword. Choosing the keyword would depend on lot
many factors, and the best keyword can vary from situation to situation. Nonetheless,
there are some common principles given in the strategy grid, which must be kept in the
mind while selecting the keywords. However, it is important to note that all the variables
are related with each other, and these rules would apply in absolute sense assuming
ceteris paribus.
Keyword Selection Strategy Grid
Keywords Search Volume Competition Bid Price

Choose the Look for keywords Keywords with Look for keywords
keyword most with more search lower completion which have lower
relevant to the volume. are better. bid prices.
business.
Google Keyword Results for Search Term ‘MBA in International Business’
Keywords Search Competition Top of Page Bid (in

Volume INR)
Min Max Rating Index Low High
Value Range Range
mba in international business 1,000 10,000 Medium 41 27.96 96.96
hult business school 1,000 10,000 Low 20 40.02 135.77
international mba 100 1,000 Medium 44 28.4 182
hult international business school 100 1,000 Low 25 47.56 428.68
ranking
hult business school ranking 100 1,000 Low 24 52.54 266.97
iift executive mba 100 1,000 Medium 36 42.59 86.59
international business school 100 1,000 Medium 35 35.85 226.32
ceibs mba 100 1,000 Low 2 25.19 98.13
international institute for management 100 1,000 Low 10 41.11 145.87
development
world business school ranking 100 1,000 Low 9 17.32 66.83
world mba rankings 100 1,000 Low 5 24.37 184.95
mba in foreign trade 100 1,000 Low 23 23.72 74.65
marian international institute of 100 1,000 Low 4 21.78 51.6
management
isb world ranking 100 1,000 Low 4 100.23 101.9
amity international business school 100 1,000 Low 15 18.25 60.96
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international institute of management 100 1,000 Low 7 11.76 106.39
studies
ramachandran international institute 100 1,000 Low 11 20.15 1450.5
of management
mba international management 100 1,000 Low 16 24.04 112.09
mba in international business 100 1,000 Low 32 42.5 180.46
management
global mba rankings 2020 100 1,000 Low 15 21.4 234.17
As explained in Exhibit 5.5, keyword selection and ad creation is done at the ad group level.
Thus, one must add relevant keywords and related search ads in the same ad group. These ads
will show at appropriate positions on the SERP when someone searches for a similar query on
the search engine, and meets the other targeting criteria. Advertising platforms (such as Google
Ads and Bing Ads) provide a feature Keyword Match Types, which are parameters that can be
set on keywords to control which searches trigger the ads to appear. One can choose a particular
matchtype to target specific or general search queries for a specific keyword. Exhibit 5.7
discusses this in detail.
Exhibit 5.6 Ad Rank: Google’s Algorithm to Decide Winning Spot for Search Ads
In the previous chapter, we discussed how ad auctions take place for programmatic advertising.
It was evident from the discussion that the winning bid in the auction is usually the highest bid.
You must be thinking why do we bring this topic again?
In case of search ads, the position of the ad or if the ad would appear on the Search Engine Result
Page depends not only on the bid amount, but also on the Ad Rank. Ad Rank is the value that's
used to determine the ad position (where ads are shown on a page relative to other ads) and if
the ads will show at all.
Ad Rank is calculated based on various parameters. These include the bid amount, auction-time
ad quality (including expected click-through rate, ad relevance, and landing page experience),
the Ad Rank thresholds, the competitiveness of an auction, the context of the person’s search
(i.e. person’s location, device, time of search etc.), and the expected impact of extensions and
other ad formats.23
Thus, even if one has the highest bid price, there is no guarantee that their ads would appear
first. If the Ad Rank is low, it is quite possible the search ad would not even show up or take the
bottom position. Ad Rank is dynamic in nature and is recalculated each time an ad is eligible to
appear and competes in an auction.
Google Ads provides information pertaining to Ad Quality Score for previously run search
campaigns. These insights can be used to improve and fine-tune planned campaigns and enhance
ad rank.
23
https://support.google.com/google-ads/answer/1752122
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It is important to note that keywords are used in conjunction with other targeting techniques
such geographic and demographic targeting. The advertiser should ensure that enough
keywords have been added and reach is adequate (and not very less) to get sizable traffic on
the website. Ad platforms give such estimates which change dynamically with any change in
the targeting. Figure AAA shows an example of one such estimate.
Exhibit 5.6: Keyword Match Types in Google Ads
Match Explanation Symbol Keyword Sample Search Query

Type Match
1A. Broad Shows the ad when the keyword is present anywhere within the None Soccer Football Shoes, Shoes
search query. Also shows the ad for all close variants of the term Shoes for Soccer, Buy
as well as synonyms and misspellings. Helps target maximum Football Shoes etc.
search terms to increase the traffic and build initial search list. On
the downside, can bring traffic which is less targeted.
1B. Broad Shows the ad if the search query is an exact or close variant of +Keyword +Soccer Buy Soccer Shoes,
Match keyword, which includes misspellings, singular/plural forms, +Shoes Soccer White Shoes
Modifier abbreviations and acronyms, and stemming (such as “play" and
“playing"). Variants don't include synonyms or related searches. But will not show ad
for Football Shoes
2. Phrase Shows the ad when search perm matches the keyword phrase, or is “Keyword” “Soccer Cheap Soccer Shoes,
Match close variations of that phrase, and can include additional words Shoes” Soccer Shoes Deals
before or after the phrase. However, the ads will not show if
word(s) are added in the middle of the phrase that changes the But will not show ad
meaning of the phrase. for Soccer Practice
Shoes
3. Exact Shows ad when the search term matches the exact keyword or are [Keyword] [Soccer Soccer Shoes, Soccer
Match close variations. Close variants include searches for words with the Shoes] Shoe
same meaning and can also include spelling or grammar
differences between the query and the keyword. Bu will not show ad
for Soccer Shoes Deal
4. Negative Does not target any search term containing that specified keyword. -Keyword -Soccer Will not show ads for
Match Thus, can be used as a cautionary measure to not show ads for Socks any word containing
particular words. Negative keywords can be used in combination Soccer Socks or
of all the above match types. Thus, there are three negative match related searches.
types: Negative Broad, Negative Phrase and Negative Exact.
Source: Compiled by author from https://support.google.com/google-
ads/answer/7478529?hl=en
Step 6B Display Ads — Targeting

As discussed in the previous chapter, display ads give myriad ways of targeting to marketers
and these options differ across advertising platforms. While social media websites such as
Facebook have a lot more information specific to user’s demographics, large ad networks such
as Google Display Ads, usually have better understanding of content consumption, intent and
have a wide reach of publishers.24 Given that there are too many targeting options, we will just
have a brief look of these across two post popular display advertising platforms i.e. Google
Display Network and Facebook (which includes Instagram as well).
24
https://www.business2community.com/online-marketing/whats-difference-facebook-ads-google-adwords-
01820483
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Targeting Options on Google Display Network
There are two primarily two targeting options: Automated Targeting and Manual Targeting.
Automated Targeting: This option finds best placements of display ads across the network and
is a good way to get high-value traffic. The advertiser can control how conservatively they want to expand
the reach. With minimum expansion, the ads would appear to lesser but more relevant audiences, whereas
as one maximizes the setting, the ads are served to a higher number of audiences.25
Manual Targeting: The manual targeting options include: Audiences (Affinity and In-market Audiences),
Demographics (Gender, Age, Parental status, Household income) and Content (Keywords, Topics,
Placement).
Audiences: These are groups of people with specific interests, habits, intents, what they’re
actively researching, their interactions with company's business etc.26 Ad networks like Google
keep track of user activity for people who opt-in, and help advertisers by reaching people
browsing websites, using apps, or watching videos with such interests. There are primarily two
types of audiences:
Affinity Audience: It takes a relatively long-term view of audience creation in comparison to

In-market audiences. Rather than looking at one particular purchase intent, like In-market,
Affinity targeting analyzes someone’s overall interests, passions, and lifestyle to get a better
sense of their overall identity.
In-Market Audiences: It reaches out to potential customers who are actively researching or
looking to buy products and services. In-market audiences target individuals with more recent
behavior in comparison to Affinity audiences and thus helps target customers who are
potentially interested in particular products or services.
Demographics: Advertisers can also target individuals with specific demographics which
includes gender, age, parental status and household income (Refer Figure 5.4). Google collects
audience information in various ways, however, this information may not be available for all
users which are classified as unknown.27 Demographic information is very useful and helps
advertisers to reach out to people specifically of demographics they are actually interested in.
25
26
27
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Figure 5.4: Demographic Targeting Categories in Google Ads
Source: https://ads.google.com/aw/campaigns/new/display
Content: This targeting method allows advertisers to choose where they would like to show
their ads. Content targeting can be done in three ways i.e. through Keywords, Topics and
Placements.
Keywords: It allows advertisers to choose words or phrases related to their products or services.
Depending on these keywords, the ads are matched to relevant websites, apps, and videos.
However, this targeting must not be confused with Keyword Targeting for search ads, as there,
the person writes search query similar to keyword. Whereas, in this case, the ad is shown in a
context similar to the keyword for more impact, but the ad is still push in nature.
Topics: Topic targeting automatically places the ads on webpages, apps, and videos which are
the same or similar to the topic(s) chosen by the advertiser. The list of topics is prepopulated
in Google Ads which are based on broad industries or interests. One can choose appropriate
topics from the list. Figure 5.5 shows the suggested topics for the word ‘Gym’ given by
advertisers.
Placements: In placement targeting, the advertiser gets the option to choose the specific
websites or webpages, YouTube channels or videos, apps etc. on the Google Display Network
or YouTube. For example, if one wants to show ads when people are consuming sports content,
sport specific websites or webpages such as espn.com, nbcsports.com, sports.vice.com, etc.
Google Ads also provides estimates of weekly impressions served in case of websites, number
of subscribers in case of YouTube Channels, and views in case of specific videos, so that one
can make more informed choices.
This summarizes the various targeting options on Google Display Network. It is important to
note that one can choose any one or multiple targeting options. However, the advertiser should
also look at the estimates provided as the changes to targeting are made, as the targeting may
make the reach too broad or narrow. Next, we look at some common targeting options on
Facebook.
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Figure 5.5: Suggested Topic Placements for ‘Gym’ in Google Ads
Targeting Options in Facebook Ads
Instagram and Facebook Becomes One! Facebook being a social

Facebook acquired Instagram, a popular networking, can be
and quickly growing photo sharing contextually different from
platform in April 2012 for 1 Billion USD. many other display ad
What caught Mark Zuckerberg’s fancy was networks, such as Google Ads.
the large mobile customer base the Not only does it have a more
platform had, and the experience controlled layout for ads to
Instagram provided to users. appear, users on Facebook are
usually at leisure and relaxed
In his companies (Facebook) blog, Zuckerberg mentioned which can make engagement
“This is an important milestone for Facebook because it’s with an ad a lot more different.
the first time we’ve ever acquired a product and company
with so many users. We don’t plan on doing many more of Social networking websites
these, if any at all. But providing the best photo sharing have a lot more data at their
experience is one reason why so many people love disposal, which is provided to
Facebook and we knew it would be worth bringing these advertisers for the purpose of
two companies together.”28 targeting. Usually they would
know the exact date of birth,
Facebook later integrated the advertising across the two gender (if provided correctly
platforms, and today markers can choose if they would like by the user), and even more
to show ads on Instagram, while planning their campaigns information like anniversary,
on Facebook Ads Manager. The two platforms are check-in locations, brands one
integrated on the user side as well, by giving option to the has liked, travel history,
user to upload content at the same time on the other education, alma mater and a lot
platform, when they are on either of the platform. more.29 Thus, Facebook
providers advertisers many
28
https://about.fb.com/news/2012/04/facebook-to-acquire-instagram/
29
https://www.facebook.com/business/ads/ad-targeting
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granular targeting capabilities, which are not available in many other online advertising
platforms and in traditional advertising. We discussed these below.
Custom Audiences: Custom audiences allow companies to target customers who have already
interacted with the business (e.g. visited the website) or are similar to such customers, referred
to as lookalike audiences. To add custom audiences (people who have interacted with the
brand), advertisers can provide the customer database containing either emails, Facebook user
IDs, phone numbers, mobile advertiser IDs or Facebook pixel (especially for retargeting). This
enables the advertiser to reach back to people who may have recently checked out a product,
or may have left it in the cart.
While with Lookalike Audiences can target a new set of people who are similar to the custom
audience and can match the audience to a much granular level, with the help of demographic,
interest and behavioral data.30 One needs to provide a list of minimum 100 customers to find a
lookalike audience.31 Moreover, Facebook also gives control to advertisers to control the
audience size by adjusting a slider from 1 to 10 percent of the population on the platform in the
specific country. If the number is lower, Facebook will focus on providing a more Similar
audience, while a higher percent will maximize the audience Reach.
Demographics: Apart from age and gender, Facebook has detailed demographic targeting
capabilities which includes education, life events, relationship status etc. (Refer Exhibit 5.7).
Thus, using demographic targeting one can target Females, living in Dublin, who are Single
and graduated from Trinity College.
Interests: This let advertisers reach people with specific interests, activities and hobbies they
are involved in, pages they have liked and topics they follow. By targeting people based on
their interest, the advertiser can reach potential customers who are interested in their products
or services. There are a wide range of options to choose from, some of which are summarized
in Exhibit 5.. Moreover, one target even more niche segments by combining interest based
targeting with other options.
Behavior: Targeting behavior means reaching out to people who have done some specific
action in the recent past or meet some specific criteria. It can be targeting people based on their
travel history, or by specific event dates which have passed or about to come (E.g. recently
wed, moved to a new location etc.) Facebook even provides targeting based on political and
cultural affinity for US.
The wide range of targeting options with pinpointed geographic targeting (even up to 1
mile/kilometer) makes Facebook a lot more powerful. Nevertheless, its reach is limited only to
Facebook and Instagram users, and unlike other ad networks it can be used to advertise across
other websites. Next we discuss how one is supposed to design the ad for different types of
campaigns.
30
https://www.wordstream.com/facebook-vs-google
31
https://www.facebook.com/business/a/custom-to-lookalike-audiences
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Exhibit 5.7: Targeting Options in Facebook
Step 7: Ad Creation
Although ad creation is the last step in executing digital advertising, it is also one of the most
important steps. The ad creation process is done at the ad group level, and it is suggested that
one creates multiple ads for each of the ad groups. Not only does it ensure people do not see
repetitive advertisements, automatic rotation and A/B testing allows advertisers to understand
which ad is performing better. Moreover, unlike traditional advertising, for most of the ad
formats creating multiple ads can be done very quickly and almost at no additional expense.
Given that search ads and display ads are very different in their design, we discuss them
separately.
Search Ads Creation

As search ads do not have images or any other creative elements, all we need is a good targeting
and an impactful copy. It may sound very simple, but there are specific nuances involved in
creating an impactful search ad. The search ad snippet has various elements, each having a
specific purpose and a maximum character length. Below are the various regular elements,
which are necessary to have in a search ad. You must have seen these appearing regularly
whenever you search for something on a search engine. Figure 5.8 shows sample search ads
from Google and Bing.
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As we can see a typical search ad includes various elements such as display path, heading etc,
we discuss them next.
Figure 5.8: Sample Google and Bing Search Ads and Ad Elements
Source: Author
Key elements in Search Ad:
1. Final URL: This is the link of the landing page where the person would go on clicking
the ad. It is important to realize that the final URL is not visible to the user, but is
embedded in the clickable headline.
2. Display Path: This is the visible URL path which the user see’s along with other ad
elements. In Google search ads, it’s the first line of the ad; whereas in Bing, it comes
below the Headline in green font. Giving the display path is compulsory, and it has to
contain the homepage URL of the company (which will be contained in the landing
page). Apart from this, the advertiser can also mention any subpage paths if they desire.
3. Headline: This is mostly the first thing that catches the user attention (owing to its
larger font and blue color. Thus, the headline must be clear in itself and catchy at the
same time. Moreover, it is good to include any of the important keywords being
targeted, in the heading itself. This would increase the relevance of the ad for the user,
and can also lead to a better ad rank. In Google Search Ads, one can write up to three
headings, which should be within 30 characters each (including spaces). As mentioned
above, the Headline is the only clickable link apart from Ad Extensions in the search
ad, with the final URL embedded within it.
4. Description: As the name suggests, here one can mention about the product and
services in a little more detail. It is also good to mention any of the unique offerings,
and current offers going on and any other details which would make the viewer more
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interested in clicking the ad. For example, the SalesForce ad in Figure 5.8 mentions
how the software can increase marketing performance by stating specific numbers. In
Google Ads, two lines of description can be added with each one having maximum
length of 90 characters. Though the elements are overall the same across popular search
ad networks (E.g. Google, Yahoo, Bing), the character length can vary.
5. Ad Extensions: Although optional, ad extensions are also an important element in

search ads. Not only do they provide additional information, they help in improving ad
rank as well. Both the search ads in Figure 5.8 above have used site link extensions,
whereas TripAdvisor (Bing Search Ad) has also used price extension. Exhibit 5.8
discusses types and uses of ad extensions in detail.
Exhibit: 5.8: Google Search Ad Extension Types
Ad Extensions expand ads with additional information and give more reason to viewers to click
an advertisement. Extensions can be in various formats including location information, call
buttons, navigation link, links to specific parts of your website, additional text, and more. As
extensions add more content to the ad, they give more ads greater visibility and prominence on
the search results page. Thus, they tend to add a lot more value to the ads by giving people
additional information and interactive ways of reaching the company—as with maps or calls.
Moreover, extensions often increase the ad's Click Through Rate (CTR) by several percentage
points.32
As there are various types of ad extensions, it is ideal to use the extensions which are relevant to
the business goals. Most of the extension types require manual set-up, while some are added
automatically when Google Ads predicts they’ll improve ad performance and the necessary
information is present. Moreover, relevant extensions are known to improve Ad Rank (due to
positive ad format impact), and thus must be included. Whenever possible, it is suggested to use
extensions at the campaign level, so that they get added to various ad groups.33 Extensions are
not charged separately, but Clicks on ad (including extension) are charged as usual. Although
the majority of ad extensions are more relanvt in context of search ads, some of the ad extensions
can be used both in search and display ads. Below are some of the prominently used as an ad
extension types:
1. Sitelinks: Sitelinks allows one to add additional links to ads. These links can take people
to specific pages on the site (for example, a specific collection of products) other than
the main ad URL. When someone clicks or taps on sitelinks, they go directly to the
specified page. When used, a minimum of two sitelink extensions need to be provided.
Below is an example of sitelink extension:
32
33
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2. Location extensions: The clickable extension shows business location address in a
separate line. On mobile they provide a link with directions to the physical location of
the business. Moreover, this extension can also show rating stars, one has garnered on
Google My Business listing.
3. Callout extensions: This extension allows to add additional text to the ad, apart from sub-
heading and description. Businesses can include additional text which are likely to
increase clicks and conversions. Like “free delivery” or “24/7 customer support.” etc.
4. Call extensions: As the name says, it allows businesses to add click-to-call phone
numbers in the advertisement. On mobile devices this extension adds a phone icon which
allows the user to call directly, whereas on laptops and desktops the number digits are
displayed. Moreover, Google offers call conversion tracking in order for businesses to
track their call extension data.
5. Message extensions: This mobile only extension lets people send text messages when
the link is clicked. It is ideal for people who prefer text messaging over calling.
6. Structured Snippet & Dynamic Structured Snippet extensions: This ad extensions can
show additional information on the advertiser’s website when it matches to the search
query made by the user. This helps users to be sure that the website products and services
matching their interests. As the name suggests, these extensions are dynamic and can
vary depending on the search, and may not show up in every search ad.
7. Price extensions: This extension lets the advertiser showcase various services or product
categories with their prices, by linking search users directly to those sections of the
website. At maximum one ad can contain a set of up to 8 cards that people can view to
see different options and prices.
8. App extensions: This extension encourages people to download specific apps.
Depending on the device, the click on the CTA button directs the user to your appropriate
app downloading service (App Store or Google Play). This is an ideal extension if the
primary goal is to drive app downloads.
Another way experienced advertisers can create ads is by using the Dynamic Search Ads
option. Dynamic Search Ads use the content on the website to create a dynamic ad headline,
final URL, and display URL which are closely matched to the specific search query. The
process happens automatically when set up properly. The advertiser needs to provide only the
ad description. This ensures the ads are relevant to the search query and saves a lot of time.
These ads are a good option for advertisers who have large inventory of ads and various
products or landing pages (for example, most of the e-retailers). However, the advertiser needs
to ensure that the pages are well optimized so that Dynamic Search Ads can identify the themes
and terms correctly to show appropriate ad content.
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Display Ads Creation
As display ads have various ad formats and sizes (especially for banner ads), the complexity in
creation is slightly more. This doesn't mean all types of display ads are difficult to create, but
it often needs a different skill as compared to search ads. Due to images (usually more than
one) or videos required to create display ad a graphic designer is often required. Nevertheless,
the ad networks offer simpler formats, stock images (often free of cost) and tools to motivate
new and small businesses to use these advertising formats effectively. In the following section
we discuss basic display (banner) ad creation on Google Display Network and Facebook, and
briefly cover nuances involved in creating video ads for platforms such as YouTube.
Google Display Network

Google Display Network (GDN) is world’s largest ad network with participation from more
than 2 million websites and apps where the ads can appear. It reaches over 90 percent of internet
users worldwide, and thus is one of the most commonly used platform for display ads.
There are two common ways to create display ads on GDN, i.e. either to upload a custom
display of particular size (Refer to Exhibit 5.9 for common sizes) or provide content for
responsive ads, which GDN will automatically customizes.
Google Ad Strength
This is a rating provided by GDN which Many advertisers these days
tells the effectiveness of a display ad. The choose to show responsive
overall rating can range anywhere from ads, as it reduces the workload
‘Low’, ‘Average’ to ‘Excellent’. Along of creating multiple ads in
with the rating specific action items(s) are various sizes.v When one
also mentioned which can help in chooses to create responsive
improving the strength of the ad. display ad, they need to
provide images, headlines,
The indicative rating comes during the ad logos, videos, and descriptions
creation process (so that advertiser can separately which GDN
make necessary modifications) and also automatically mix and
during and after completion of the matches the content to
campaign. generate ads depending on
placement where they are
supposed to appear. The advertiser can benefit by choosing responsive ads as they can appear
across websites, which may not accept some of the custom sizes. Nevertheless, if advertiser is
choosing to advertise on some common websites which accepts common display ads sizes, the
ad creative can directly be uploaded in JPG, PNG or GIF format. One must assure that the
creative meets the technical requirements (Refer, Exhibit 5.9).
It is equally important that the ad is well designed and creates an impact. We discuss these
points after discussing a bit on creating display ads on Facebook.
Facebook Advertising
Facebook provides another wonderful opportunity to advertisers to reach more than 1.5 people
worldwide. Advertising through Facebook Ads Manager can appear on Facebook (Facebook
--------------------------------------------------------------------------------------------------
and Messenger), Instagram and Audience Network. Though much smaller than GDN, audience
network allows advertisers to target Facebook users outside of Facebook and Instagram.
Though initially Facebook had very limited ad formats, with time the number of ad formats
have also grown. Exhibit 5.9 explains 7 key formats of ads available in Facebook Ads Manager.
The various ad formats on Facebook are designed keeping in mind experience of a Facebook
user. Often these ad formats give an immersive experience to the user, rather than distract them.
Moreover, many of the formats appear instream and are similar to user and marketer generated
content posted on Facebook and are native in nature.
To ensure that the ads dovetail within the Facebook environment and do not spoil user
experience, Facebook encourages marketers to use ads with high imagery. Moreover, it
provides free text overlay checker tool so that one can check proportion of text on Image being
used as part of creative. The tool classifies images from ok, low, medium to high. Any image
containing more than 20 percent of text would generally have more than specified amount of
text. Images with high text will have a limited reach and when the text is beyond a certain limit
the ads will not run. Thus, it is always advised that users keep text low and keep advertising
more image centric. Moreover, Facebook allows advertisers to newer and stunning image and
audio enhancements such as panoramic and 360 degree image and video. We have provided
these details and other technical aspects in Exhibit 5.9.
Exhibit 5.9: Facebook Ad Formats and Technical Specifications

Ad Format Description Basic Technical Specifications
Image Uses single image of product or brand. Image Based Ads
Video Video ads add life by adding motion and File Type: High Resolution JPG or
sound and are great alternative to static PNG, including panorama and 360
ads. Facebook allows even short video degree images.
(more than 1 second) to be used in video Minimum Size (Desktop): 476 x 249
ads. pixels
Slideshow This format uses multiple images or Minimum Size (Mobile): 320 pixels
videos, text and sound. One must include Image Ratio: 1.91:1 to 4:5
three to ten images or one video. Text: 125 characters
Carousel Carousel ads have up to ten images or Video Based Ads
videos interlaced in a single ad, with Recommended Video File Format:
possibility of each image or video having High-resolution video with H.264
link for different CTA. compression with fixed frame rate,
Instant These ads open in a full-screen experience even supports 360 degree video.
Experience when the user click the ad on a mobile Minimum Resolution: 120 x 120 pixels
device. Recommended Audio Format: Stereo
Collection This format showcase multiple products AAC audio at 128+ kbps.
and opens as an Instant Experience when
user clicks on it in a mobile environment. Video Ratio: 9:16 to 16:9
Lead Lead generation ads allows advertiser to Maximum Video Size: 4 GB max.
Generation collect information through a form when Video Duration: Minimum 1 second to
the ad (image or video) is clicked. maximum 240 minutes
Captions and Video Sound: Optional
but recommended
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To wrap up, the overall process of creating ads for majority of the ad networks is similar, but
the formats and technical specifications can have variations. It is always useful for the
advertiser to check out these before creating ads for a specific network.
We next discuss some of the important things which should be considered while creating
display ads, regardless of where they are going to appear:
1. Choose Appropriate and Clear Call to Action (CTA) and Headings: The main reason to
advertiser is to motivate viewer to click on the advertisement. Thus, it is necessary that
clear call to action is mentioned. The CTA should be short, but action oriented. One should
also choose appropriate call to action, which can include ‘Download Now,’ ‘Shop Now,’
‘Learn More,’ etc. Even more important is heading, which often catches the attention of
the user first. Always use a heading which is easy to understand and motivates viewer to
pay more attention to the advertisement.
2. Use Impactful Images & Videos: Display ads are often selected by advertisers over text
ads due to the possible visual impact. Therefore, it is necessary that the image or video is
the hero in the display ad. It should not only be visually appealing but should also give a
clear idea what the ad is for. As people are prone to banner blindness (i.e. they tend to look
away from the ads), the image should stand out from the crowd. It is advisable to use high
contrast lifestyle imagery, as studies show they tends to perform better.vi
3. Focus on Branding and Landing Pages: It is equally important to keep the ad branding
consistent with the landing page and other marketing collaterals for consistency. The ads
should have same brand colors, fonts, and other elements to ensure the brand gets
recognized and recalled. Moreover, the brand logo should be at the same location as used
by brand across collaterals, while ensuring it doesn’t overlaps with platform specific logos
such as AdChoices. It is equally important to ensure people land on the right landing page,
and see what has been promised in the advertisement. If the ad promotes ‘20% Off on
Entire Range of Jackets’ where as there are no product discounts on the landing page,
chances are not only advertising money will go waste, but will leave a negative impression
for brand.
4. Create a Sense of Urgency: It’s always better to give more reasons to people to click the
ad. Consider offering a limited range of products, extended warranties or discounts. A
sense of urgency by saying the offer “Ends Today” or that it’s a “Last Chance,” would
definitely boost the CTR. People are much more likely to click on ads that include this
sort of verbiage.
5. Test before Going Full Scale: It is easy to test if the display advertising is making desired
impact soon after the campaign goes live. Initially campaigns should be executed with a
small proportion of budget and one should examine A/B testing results, Ad Strength, and
general metrics such as CTR, CPC/CPM etc before running campaigns will full budget.
Advertising strategy and/or execution should be adjusted if the numbers are not as per the
plan.
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Exhibit 5.9: Common Animated and Non-animated Image Sizes & Specifications for
Google Display Network Ads.
Square and Rectangle Format Skyscraper Format
Ad size In Pixels Format Name Ad size In Pixels Format Name
200 × 200 Small square 120 × 600 Skyscraper
240 × 400 Vertical rectangle 160 × 600 Wide skyscraper
250 × 250 Square 300 × 600 Half-page ad
250 × 360 Triple widescreen 300 × 1050 Portrait
300 × 250 Inline rectangle
336 × 280 Large rectangle
580 × 400 Netboard
Leaderboard Format Mobile Format
Ad size In Pixels Format Name Ad size In Pixels Format Name
468 × 60 Banner 300 × 50 Mobile banner
728 × 90 Leaderboard 320 × 50 Mobile banner
930 × 180 Top banner 320 × 100 Large mobile banner
970 × 90 Large leaderboard
970 × 250 Billboard
980 × 120 Panorama
File Types Supported GIF, JPG, PNG
Maximum File Size 150KB
Specifications for Animation length must be 30 seconds or shorter
animated-image ads Animations can be looped, but the animations must stop after 30 seconds
(GIF) Animated GIF ads must be slower than 5 FPS
Source: Compiled by author from https://support.google.com/google-ads/answer/1722096
Deciding Where to Advertise

The world of display ads doesn’t end with GDN and Facebook ads, as there are many other
popular ad networks such as LinkedIn Ads, TikTok Ads, SnapChat Ads and many other ad
platforms which are not discussed here. The choice of ad platform largely depends on targeting
option the network provides, the coverage i.e. which target segment it can reach, ad formats
and their impact, and last but not the, the comparative cost per click (CPC) and the ROMI one
gets from the particular platform. Nonetheless, as discussed in chapter 4 Google and Facebook
rule the advertising world with a majority share across all ad networks. Interestingly, both these
platforms are very competitive when it comes to CPC as illustrated in Figure 5.9.
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Figure 5.9: Industry Wise Average CPC for Various Types of Campaigns
7.00
Values in US$
5.88
6.00
5.00
4.20
3.77
3.77
3.72
4.00
3.19
3.17
2.93
2.72
2.52
3.00
2.24
2.14
2.00
1.81
1.81
1.78
1.66
1.64
1.55
1.43
2.00
1.32
1.32
1.27
0.88
0.72
0.70
0.69
0.63
0.60
0.60
0.39
1.00
0.37
0.37
0.34
0.20
0.00
0.00
Google Search Ads GDN Ads Facebook Ads
Source: Compiled by author from:

https://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks and
https://www.wordstream.com/cost-per-click
Measuring Advertising Performance: The Metrics

Chapter 2 discussed various pricing models (including pay-per-impression and pay-per-click)
and associated metrics. In this section we discuss in detail, given the necessary data, how can
one arrive at these metrics and how these metrics relate to one another. We also delve into
various formulas to calculate the metrics and their use.
Total Advertising Cost/ 𝐶𝑜𝑠𝑡 𝑃𝑒𝑟 𝐶𝑙𝑖𝑐𝑘 × 𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝐶𝑙𝑖𝑐𝑘𝑠

Campaign Cost Or
𝐶𝑜𝑠𝑡 𝑃𝑒𝑟 𝑇ℎ𝑜𝑢𝑠𝑎𝑛𝑑 𝐼𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑠 × 𝑇𝑜𝑡𝑎𝑙 𝐼𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑠 𝐷𝑒𝑙𝑖𝑣𝑒𝑟𝑒𝑑
1000
Cost per Thousand (CPM/ 𝐶𝑜𝑠𝑡 𝑃𝑒𝑟 𝐼𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛 × 1000

Impression CPT) Or
𝑇𝑜𝑡𝑎𝑙 𝐴𝑑𝑣𝑒𝑟𝑡𝑖𝑠𝑖𝑛𝑔 𝐶𝑜𝑠𝑡
× 1000
𝑇𝑜𝑡𝑎𝑙 𝐼𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑠 𝐷𝑒𝑙𝑖𝑣𝑒𝑟𝑒𝑑
Cost per Click CPC 𝑇𝑜𝑡𝑎𝑙 𝐴𝑑𝑣𝑒𝑟𝑡𝑖𝑠𝑖𝑛𝑔 𝐶𝑜𝑠𝑡

𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝐶𝑙𝑖𝑐𝑘𝑠 𝐷𝑒𝑙𝑖𝑣𝑒𝑟𝑒𝑑
--------------------------------------------------------------------------------------------------
Click Through Rate CTR 𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝐶𝑙𝑖𝑐𝑘𝑠
× 100
𝑇𝑜𝑡𝑎𝑙 𝐼𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑠 𝐷𝑒𝑙𝑖𝑣𝑒𝑟𝑒𝑑
Conversion Rate CR 𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝐶𝑢𝑠𝑡𝑜𝑚𝑒𝑟𝑠 𝑊ℎ𝑜 𝑃𝑢𝑟𝑐ℎ𝑎𝑠𝑒𝑑
× 100
𝑇𝑜𝑡𝑎𝑙 𝐴𝑑 𝐶𝑙𝑖𝑐𝑘𝑠
Cost per Lead CPL 𝑇𝑜𝑡𝑎𝑙 𝐴𝑑𝑣𝑒𝑟𝑡𝑖𝑠𝑖𝑛𝑔 𝐶𝑜𝑠𝑡
𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝐿𝑒𝑎𝑑𝑠 𝐺𝑒𝑛𝑒𝑟𝑎𝑡𝑒𝑑
Cost per Acquisition CPA 𝑇𝑜𝑡𝑎𝑙 𝐴𝑑𝑣𝑒𝑟𝑡𝑖𝑠𝑖𝑛𝑔 𝐶𝑜𝑠𝑡
𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝐶𝑢𝑠𝑡𝑜𝑚𝑒𝑟𝑠 𝐴𝑞𝑢𝑖𝑟𝑒𝑑
Return on Marketing ROMI 𝐶𝑜𝑛𝑡𝑟𝑖𝑏𝑢𝑡𝑖𝑜𝑛 − 𝑇𝑜𝑡𝑎𝑙 𝐴𝑑𝑣𝑒𝑟𝑡𝑖𝑠𝑖𝑛𝑔 𝐶𝑜𝑠𝑡
Investment × 100
Where, Contribution = Total Revenue Generated - Cost of Goods
Sold.
When contribution is more than advertising cost, the campaign is

profitable, else it is loss making.
Or
𝑃𝑟𝑜𝑓𝑖𝑡/𝐿𝑜𝑠𝑠
× 100
Or
(𝐼𝑛𝑐𝑟𝑒𝑚𝑒𝑛𝑡𝑎𝑙 𝑅𝑒𝑣𝑒𝑛𝑢𝑒 × 𝐺𝑟𝑜𝑠𝑠 𝑀𝑎𝑟𝑔𝑖𝑛) − 𝑀𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔 𝐼𝑛𝑣𝑒𝑠𝑡𝑚𝑒𝑛𝑡

𝑀𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔 𝐼𝑛𝑣𝑒𝑠𝑡𝑚𝑒𝑛𝑡
× 100
Where, Incremental Revenue is the Total Sales Generated by the

particular Advertising Campaign, and
Marketing Investment is the Total Campaign Cost
Figure AAA: Google Ads Performance Summary
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What’s Marketing Attribution? Solving the ROMI Puzzle
across Campaigns
Marketing Attribution is the process
of identifying set of user actions or
events that lead to a desired Given below is incomplete data
marketing outcome. In specific, about two advertising campaigns run
digital marketers use marketing by an online Aquarium Retailer. We
attribution to understand which marketing endeavors will find out all the missing (shaded)
(advertising campaigns, social media marketing, values in the table using respective
landing page optimization etc.) are contributing to formulas. Finally, we will also find
the desired results (signups, enquiries, conversions out which of the campaigns: display
etc). Moreover, as consumers usually use multiple ads or search ads, had a higher return
channels and touchpoints in their online interaction, on marketing investment (ROMI).
it is important that marketer gives credits (attributes)
all these touch-points with relative weight. This This will enable us to understand
particular process is referred to as multi-channel how both PPI and PPC pricing
attribution. Usually, attribution in digital marketing models can be compared to each
is done at a user-specific level, by attempting to other, and how to find return on
assign a common user identifier across all events. marketing investment for campaigns.
These individual level responses are often Moreover, it will also give us a clear
aggregated later to arrive at channel specific ROI. understanding how all the metrics
This is opposed to traditional media performance can be computed.
analysis, where ROI is generally understood at the
macro user-group level because there is no consistent This may look daunting at first, but
user identifier available.34 is easy.
Company Campaign 1: Campaign 2:

Display Ad Search Ad
Pricing Model Pay per Thousand Pay per Click (PPC)
Impression (PPI)
Impressions Delivered 20,00,000 30,00,000
Cost per Thousand Impression (CPM) $80
Cost per Click (CPC) $1.5
Total Ad Clicks 80000 100000
Campaign Cost
Click Through Rate
Customers Who Purchased 2400 2500
Conversion Rate (CR)
Cost per Acquisition (CPA)
Average Contribution per Sale $250 $230
Total Contribution
Total Profit
Return on Marketing Investment (ROMI)
34
Pp. 182 Gupta, S. (2018). Driving digital strategy: A guide to reimagining your business. Harvard Business
Press.
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We use the formulas given on the previous page to find out the values.
Let us first find out the Campaign Cost:

Metric Display Ad Search Ad
Campaign Cost $80 × 2,000,000 = $1.5 × 100,000
= 1000 = $150,000
= $160,000
Next let us find out CPM and CPC. It is important to note that we can find comparable CPC
for a CPM based campaign and vice-versa.

CPC $160,000 $1.5 (Already Given)
= 80,000
=2
CPM $80 (Already Given) $150,000
= 3,000,000 × 1000 = $2
CTR is an important metric as it tells the percentage rate at which an ad is clicked.

CTR 80,000 100,000
= × 100 = 4.00% = × 100 = 3.33%
200,000 300,000
(In Percentage)
Next, we calculate CR to understand how many customers converted from each of the
campaigns.
CR 2400 2500
= 80,000 × 100 = 3.00% = 100,000 × 100 = 2.50%
Now let’s calculate CPA. It is understood that if CPA is higher than average contribution per
customer, the campaign will run into loss.
CPA $180,000 $150,000
= = $66.67 = = $60
2400 2500
Below is Total Contribution and Total Profit

Total Contribution = 2400 × $250 = $600,000 = 2500 × $230 = $575,000
Total Profit/Loss $600,000 − 160,000 = $440,000 = 575,000 − 150,000 = $425,000
Finally, we calculate the ROMI. We can already see that both the campaigns were profitable,
but need to find out which delivered higher percentage profit.

ROMI $440,000 $440,000
= $160,000
= 275.00% = $160,000= 283.33%
(In Percentage)
Therefore, based on the calculations we found out that Campaign 2 (Search Ad) was slightly
more profitable and had a ROMI of 283.33%.
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In a similar way, we can find and compare profitability of advertising campaigns across
platforms and even compare it with other marketing endeavors
Tools Mentioned In This Chapter

Tool Classification Link
Facebook Text Free https://www.facebook.com/ads/tools/text_overlay
Overlay Checker
Google Free https://ads.google.com/intl/en_in/home/tools/keyword-
Keyword planner/
Planner
i
https://www.emarketer.com/content/us-native-advertising-2019
ii
https://blog.bannersnack.com/banner-ads-examples-from-tech-industry/
iii
https://www.invespcro.com/blog/ad-retargeting-
2/#:~:text=46%25%20of%20search%20engine%20marketing,Ads%20is%20about%200.7%20percent.
iv
v
vi
Drèze, X., & Hussherr, F. X. (2003). Internet advertising: Is anybody watching?. Journal of interactive
marketing, 17(4), 8-23.
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WEB TRAFFIC ANALYSIS
Sources of Web Traffic
Website Traffic
• One of the companies that provide details on website traffic :
Alexa.com
• Provides data on various parameters related to daily traffic(site
popularity) viz. daily page views per visitors, time spend on the
website and bounce rate.
• Upstream Sites (inbound links/backlinks): websites visited by
people just before coming to the concerned website.
• Downstream Sites (outbound links): websites visited by people
just after exiting the concerned website.
Paid, Owned, and Earned Media
• Paid media, such as online advertising, and owned media, such
as brand or company website and apps, are those entities on the
Internet that the company or brand directly owns, and therefore,
has control over the content that is put on that platform.
• Earned media, consists of the interactions that the company
has with its fans, followers, or visitors on social media.
• Social media analytics is the gathering of data from blogs and
social media websites, and analysing that data to make business
decisions.

Search Engine Marketing/PPC (SEM)?
• Search engine marketing is the practice of marketing a business
using paid advertisements that appear on search engine results
pages (or SERPs).
• Advertisers bid on keywords that users of services such as
Google and Bing might enter when looking for certain products
or services, which gives the advertiser the opportunity for their
ads to appear alongside results for those search queries.
• As a way for traffic building to company’s webpage.
• Type of online ads: https://www.wordstream.com/online-ads
Why Search Engine Marketing (SEM)?
• Build ads around keywords and pay for everyone that clicks the
ad and visits your site
• Free Keyword ToolB :
https://www.wordstream.com/keywords?dt=1
• Building awareness
• Optimizing online promotions
• Some terms
ü Cost per thousand impression (CPM) – Cost per Mille
ü Viewable Cost per thousand impression vCPM
ü Click through rate (CTR)
ü Conversion rate (CR)
ü Click stream (CS)
ü IMPRESSIONS: An impression is simply a view of your ad. It could be a banner ad,
video ad, or text-ad. One view = one impression. If the same person sees your ad
multiple times, they’ll count as multiple impressions.
ü VIEWABLE IMPRESSIONS: Also known as "viewability." A viewable impression is
one that's visible to the user when a page loads. Google defines viewable impression
as “ An ad is counted as "viewable" when 50 percent of your ad shows on screen for 1
second or longer for Display ads, or plays continuously for 2 seconds or longer for
video ads.”
ü CLICKS: A click is just that. A click. Once a user sees your ad (logs an
impression), they can click on it to take them to your landing page.
• CONVERSIONS: A conversion can be any sort of action you want the user to take
(ultimate desirable action):
1. Filling out a form
2. Downloading an eBook or case study
3. Signing up for your eNewsletter
4. Making an online purchase
Source: https://blog.leightonbroadcasting.com/blog/clicks-impressions-and-
conversions-oh-my-digital-marketing-terms-you-need-to-know
Landing Page
• In digital marketing, a landing page is a standalone web page, created
specifically for a marketing or advertising campaign.
• The landing page is where the user goes after they click your ad.
• It’s where a visitor “lands” after they click on a link in an email, or ads
from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar
places on the web.
Source: https://unbounce.com/landing-page-articles/what-is-a-landing-page/
• Below the fold refers to the section of a web page that is only visible
after scrolling down.
Traffic Volume and Quality
• Typical Visit Pattern
ü Wine glass plot tool: web visualization tool that presents the
average visit pattern of website visitors, either from all visitors
or for a target demographic segment of customers.
ü Star-field tool: spotting problems of over- and under-exposure
of individual product items or desirable actions.
Source: http://gamechangingsales.com/b2b-lead-generation-systems/
Wine Glass Pattern
Wine Glass Pattern
Traffic Volume and Pattern
• Suppose a typical customer pass through following four stages
before making a purchase:
• Shown ads Visit websites Compare products Add
to wish list / kept in cart Make purchase.
• The percentage of customers passing through these stages are as
follows: Shown ads (100%),Visit websites (25 %),Compare
products (10 %) Add to wish list / kept in cart (5%) Make a
purchase (1%).
Assuming cost per action to be same across stages,
i) which stage reflects the most efficient performance in terms of
per rupee spent? -
ii) which stage reflects the least efficient performance in terms of
per rupee spent?
Traffic Volume and Pattern
• Suppose a typical customer pass through following four stages before
making a purchase:
• Shown ads Visit websites Compare products Add to
wish list / kept in cart Make purchase.
• The percentage of customers passing through these stages are as
follows:
Shown ads (100%)
Visit websites (90 %)
Compare products (50 %)
Add to wish list / kept in cart (10 %)
Make a purchase (5 %).
What could be the source of problem for such a low buying rate?
Star-field tool
• Size of the box represents sales performance; Width: Product Price

Height: Product margin
Star-field tool
Heat map - website
• A heatmap is a graphical representation of data that uses a
system of color-coding to represent different values.
• Heatmaps are used in various forms of analytics but are most
commonly used to show user behaviour on specific webpages or
webpage templates.
• Heatmaps can be used to show where users have clicked on a
page, how far they have scrolled down a page, or used to
display the results of eye-tracking tests
• Useful tools: CrazyEgg, Pagesense and ClickTale
• Useful Links
https://www.hotjar.com/heatmaps/how-to-create/
https://heatmap.it/account/welcome?id=93406&msg=thanks_free
https://www.marketingterms.com/dictionary/heatmap/
CrazyEgg: https://www.youtube.com/watch?v=0F0N9HL797Q
Clickstream Analysis
• On a Web site, clickstream analysis (sometimes called
clickstream analytics) is the process of collecting, analyzing, and
reporting aggregate data about which pages visitors visit in what
order - which are the result of the succession of mouse clicks each
visitor makes (that is, the clickstream)
• There are two levels of clickstream analysis: traffic analysis and e-
commerce analysis.
• Traffic analysis operates at the server level by collecting
clickstream data related to the path the user takes when navigating
through the site.
• Traffic analysis tracks how many pages are served to the user,
how long it takes pages to load, how often the user hits the
browser's back or stop button, and how much data is
transmitted before a user moves on.
Clickstream Analysis
• E-commerce-based analysis uses clickstream data to determine the
effectiveness of the site as a channel-to-market by quantifying the
user's behaviour while on the Web site.
ü It is used to keep track of what pages the user lingers on, what the
user puts in or takes out of their shopping cart, and what items the
user purchases.
ü What is the most efficient path for a site visitor to research a
product, and then buy it?
ü What products do visitors tend to buy together, and what are they
most likely to buy in the future?
ü Where should I spend resources on fixing or enhancing the user
experience on my website?
Cost per Thousand Impression (CPM)
• Cost per thousand Impressions (CPM) is a marketing term
referring to the cost of a media vehicle reaching 1,000 members of
an audience. The M in CPM is the Roman numeral for 1,000.
• Also known as Cost Per Mille
• CPM = (Cost / Number of impressions)*1000
• Let's say that you have 465,000 impressions that you're selling for
$19,530. What is the CPM? If you said $42, you got it right.
• If I have $16,400 to spend and the CPM is $64, how many ad
impressions can I buy?
• Cost per thousand (CPM) is important because it is used to compare
the cost effectiveness of different media vehicles.
• PPM or CPM: PPM refers to the amount that is payable by the
advertiser for thousand times that an ad is displayed on the
publisher’s website
Cost per Thousand Impression (CPM)
rCPM (RPM) Revenue Per 1000 Impressions/ eCPM
• Effective CPM (or eCPM) is a metric in digital advertising calculated by
dividing the total earnings from an ad campaign by the total number of
impressions, multiplied by a thousand. This is useful for comparing
the effectiveness of campaigns with different pricing models.
https://activeprospect.com/glossary/ecpm/#:~:text=Publisher-
,Effective%20CPM%20(eCPM),campaigns%20with%20different%20pricing%20
models.
https://headerbidding.co/calculate-cpm-cpc-cpa-ecpm-ecpc-ecpa-roi/
https://headerbidding.co/cpm-vs-cpc-vs-cpa-vs-cpl-vs-cpi/
Viewable CPM
• An ad is counted as "viewable" when 50 percent of your ad shows
on screen for 1 second or longer for Display ads, or plays
continuously for 2 seconds or longer for video ads.
• With viewable CPM, you bid on 1,000 viewable impressions and
you pay for impressions that are measured as viewable.
• Benefits
• Pay only for impressions measured as viewable.
• Your bids are optimized to favor ad slots that are more likely to
become viewable.
Click Through Rate (CTR)
• A ratio showing how often people who see your ad end up clicking
it.
• CTR can be used to gauge how well your keywords and ads are
performing.
• This number is the percentage of people who view your ad
(impressions) and then actually go on to click the ad (clicks). The
formula for CTR looks like this:
• (Total Clicks on Ad) / (Total Impressions) *100 = Click Through
Rate
• An ad that is displayed 1,000 times and receives 10 clicks has a
click-through rate of 1 percent.
• The CTR can be an indicator of how relevant an ad is to the
searcher or to the audience targeted.
• Pay Per Click or Cost Per Click: It is an Internet advertising
Conversion Rate(CR)
• The average number of conversions per ad click, shown as a percentage.
• Conversion rates are calculated by simply taking the number of
conversions and dividing that by the number of total ad clicks that can be
tracked to a conversion during the same time period.
• The typical e-commerce conversion rate lies between 2% and 3%, which
means that around 98% of the visitors leave your website without
purchasing a product.
• Pay Per Converted Lead or Pay Per Acquisition: Pay Per Lead the
advertiser pays the publisher for a ‘conversion’ that occurs on the
advertiser’s website:
• The conversion may be an actual purchase of a product, or may be a
simple filing up of a form that is made available to the user.
• This ‘conversion’ is pre-determined by the advertiser and the advertiser
pays the publisher only on the completion of such an action on the
advertiser’s website.
View Through Conversion
• A view-through conversion is a new type of conversion tracking
within Google which measures how many visitors saw
your Google Display Network (also known as Google Content
Network) ad but did not click.
• This feature provides a measure of the number of online
conversions that happened within 30 days after a user saw, but did
not click, a display ad on one of the sites on the Google Content.
• View-through conversion tracking helps a firm in optimizing its
campaign performance based on how users are responding to
your display ads, even if they don't click.
View Through Conversion
Cost Per Acquisition/ Conversion
Cost per Action
• Cost Per Action (CPA): No. of visitors that make a particular
stage (the action) divided by the cost of the campaign. E.g Cost
per Impression, CPM, CTR, CR etc.
• IF CPM = $ 10.00, CTR = 2%, Conversion Rate = 5%, then
calculate cost per Acquisition.
• IF CPM = $ 10.00, CTR = 2%, CR = 5%, then calculate cost per
impression.
click-through.
Cost per Action
• Cost Per Action (CPA): No. of visitors that make a particular
stage (the action) divided by the cost of the campaign. E.g Cost
per Impression, CPM, CTR, CR etc.
Acquisition. (Ans= $ 10)
impression. (Ans= $ 10/1000)
click-through. (Ans= $ 0.50 = $10/20 )
Cost-per Action
Bounce Rate
• Bounce Rate is the percentage of single-page sessions (i.e. sessions in
which the person left your site from the entrance page without
interacting with the page).
Bounce Vs Exit
Bounce Vs Exit
• Your site has pages A through C, and only one session per day
exists, with the following page view order:
• Monday: Page A > Page B > Page C
• Tuesday: Page B > Page A > Page C
• Wednesday: Page A > exit
• Consider that a bounce is the notion of a session with only one
interaction from the user, and the session-centric analysis answers
a simple yes/no question: "Did this session contain more than
one pageview?" If the answer to that question is "no," then it's
important to consider which page was involved in the bounce. If
the answer is "yes," then it only matters that the initial page in the
session lead to other pageviews. For that reason, bounce rate for a
page is only meaningful when it initiates the session.
Bounce Rate Vs Exit Rate
• To understand the difference between Exit Rate and Bounce Rate
for a particular page, keep the following points in mind:
• For all page views to the page, Exit Rate is the percentage that
were the last in the session.
• For all sessions that start with the page, Bounce Rate is the
percentage that were the only one of the session.
• Bounce Rate for a page is based only on sessions that start with
that page.
• Exit Rate:
(No. of instances in which the concerned page was the last
visited page/ No. of instances where the concerned page was
visited in a clickstream) *100
• Bounce Rate:
(No. of instances in which the concerned page was the only page
visited page/ No. of instances where the concerned page was the
first page visited in a clickstream)*100
Google Support:
https://support.google.com/analytics/answer/2525491?hl=en&ref_t
opic=6156780
• Now let's extend this example to explore the Exit rate and Bounce
rate metrics for a series of single-session days on your site.
• Monday: Page B > Page A > Page C > Exit
• Tuesday: Page B > Exit
• Wednesday: Page A > Page C > Page B > Exit
• Thursday: Page C > Exit
• Friday: Page B > Page C > Page A > Exit
• The % Exit and Bounce Rate calculations are:
• Exit Rate:
ü Page A: 33% (3 of 5 sessions included Page A)
ü Page B: 50% (4 of 5 sessions included Page B)
ü Page C: 50% (4 of 5 sessions included Page C)
• Bounce Rate:
ü Page A: 0% (one session began with Page A, but that was not a
single-page session, so it has no Bounce Rate)
ü Page B: 33% (Bounce Rate is less than Exit Rate, because 3
sessions started with Page B, with one leading to a bounce)
ü Page C: 100% (one session started with Page C, and it lead to a
bounce)
Minimize Cost-per Action
• A certain no. of new visitors
• A certain no. of new registered users providing email address
• A certain no. of visitors enquiring about a product
• A certain no. of new customers
• A certain no. of returning customers
Maximize Actions
• Online promotional / engagement activities
• Online / social networks site polls / quizzes
THANK YOU
Pay Per Click (PPC)
Campaigns
Advertising Venues in Online World
What is Online/Internet Advertising
Internet advertising is a set of tools for delivering promotional messages to people

worldwide, using the Internet as a global marketing platform. These ads can be of
several types such as search ads and display ads (banner ads, video ads). In the
online environment advertisers usually pay either when the ad is shown (called as
pay per impression model) or when the ad is clicked (called as pay per click
model).
Advertisers can show ads on various platforms, from search engines (search ads) to
various news, video, social media and other websites and mobile applications
Behavioral targeting comprises a range of technologies and techniques
used by online website publishers and advertisers aimed at increasing the
effectiveness of advertising using user web-browsing behavior information.
In particular, "behavioral targeting uses information collected from an

individual's web-browsing behavior (e.g., the pages that they have visited
or searched) to select advertisements to display.
Programmatic media buying, marketing and advertising is the
algorithmic purchase and sale of advertising space in real time. During
this process, software is used to automate the buying, placement, and
optimization of media inventory via a bidding system

Real Time Bidding
Real-time bidding (RTB) is a means by which advertising inventory is
bought and sold on a per-impression basis, via programmatic
instantaneous auction, similar to financial markets.
Programmatic Advertising Supply Chain
Programmatic Advertising Supply Chain
What’s a DSP?
A demand-side platform (DSP) allows buyers of digital ad inventory
to manage multiple ad exchanges via one interface. These buyers
commonly include trading desks, agencies, or advertisers directly. To
enable these buyers to bid on digital inventory, the DSP has to plug
into an SSP, Ad Exchange or Ad Network.
What’s an SSP?
A supply-side platform (SSP) is a programmatic technology platform that
connects directly to digital publishers. SSPs enable these publishers to
auction off their inventory, fill it with the winning buyer’s creative, and earn
revenue. The goal of the SSP is to maximize their publishers’ ad earnings
(eCPM)* and fill rate. The SSP accomplishes this by making publisher
inventory available to a variety of buyers, including DSPs, ad networks, ad
exchanges, agencies, or even directly to advertisers.
*eCPM, short for “effective cost per mille,” is how much an advertiser pays for an ad
space per unit of 1,000 ad impressions
What Is an Ad Network?
Acting as intermediaries between advertisers and publishers, ad

networks are online platforms that collect publisher inventories and
segment them by the website/ app category, user demographics,
and ad formats. Buyers can inform the ad network of their
campaign criteria, and the ad network can then match it to
available inventory from publishers. Some ad networks have a key
focus, such as pricing, scale of inventory, or specific audience
demographics.
What Is an Ad Exchange?
Ad exchanges are online marketplaces where both supply and
demand partners (including publishers, advertisers, agencies, ad
networks, DSPs, and SSPs) can buy and sell inventory directly,
without involving any intermediary. Ad exchanges generally use
real-time-bidding (RTB) technology to auction off inventory on an
impression-by-impression basis. While ad exchanges are open
marketplaces for the entire ecosystem, ad networks essentially act
as a middleman between advertisers and publishers.
What Is an Ad Server?
An ad server is a piece of advertising technology (AdTech) that is
used by publishers, advertisers, ad agencies, and ad networks to
manage and run online advertising campaigns.
Ad servers are responsible for making instantaneous decisions

about what ads to show on a website, then serving and counting
them.
Popular Advertising Platforms
Ads Manager
Power Editor
Criteria For Choosing Ideal Platform?
Ad Context
Methods of Targeting
Audience In what context is the
(In what ways/criteria can I
(Whom Can I Reach?) audience watching the
target)
ad. What’s in their mind?
Advertising Formats
Bidding Ease of
(What Creatives/Content Cost Trackability
Options Use
Can I Use)
Types of Campaigns
Steps in Making an AdWords Campaign
(Search Ads)
1. Set Campaign Name

Advanced Settings
2. Set Campaign Type 1. Delivery Method:
-Standard Vs. Accelerated
2. Scheduling
3. Choose Location
3. Ad Delivery (Rotation)
-Optimize for Clicks
4. Set Bid Strategy -Optimize For Conversions
-Rotate Evenly (90 Days)
-Rotate Indefinitely
5. Set Budget
4. Campaign URL Options (Tracking)
Steps in Making an AdWords Campaign
(Search Ads)
6. Create Ad Group 25 Characters
35 Characters
35 Characters
7. Create Ad
8. Select Keywords
Setting Campaign Name & Ad Groups
Product A Product B
Searching A1 Searching A2 Searching B1 Searching B2

https://www.youtube.com/watch?v=Q963GUAbi14
Choosing Location
 Targeting Cities & Pin Codes

 Radius Targeting
 Bulk Location Targeting
Setting Bid Type
 Why are we bidding?

 Is the ad shown only on the basis of bid I’ve made?
 What is Ad Rank? How is it calculated?
Ad Rank (Search Ads)
Ad Rank = Position (rank) your advertisement is shown across various

search ads.
Ad Rank = Quality Score Depends on

Factors Like:
Bid Rate 1. > Expected Click Through Rate
2. > Landing Page Experience
X 3. > Ad Relevance
4. > Ad Formats
Quality Score
Setting Bid Type
Conversion Tracking & Tag Management
 Conversion tracking is tracking what happens after a customer

interacts with an ad -- whether they purchased a product, signed up
for your newsletter, called your business, or downloaded your app.
Companies like Google provide free conversion tracking tools.
Video@: https://www.youtube.com/watch?v=aw-CBM6F9rU
 A tag management system is designed to helpmanage the lifecycle of

e-marketing tags (sometimes referred to as tracking pixels or web
beacons), which are used to integrate third-party software into digital
properties. Google Provides a Free Popular Tag Management Tool,
Called as Google Tag Manager (GTM)
Video@ https://www.youtube.com/watch?v=KRvbFpeZ11Y
https://www.youtube.com/watch?v=2sPat4BChYA
https://www.youtube.com/watch?v=YYZzxfOfdrk
Keyword Match Types
Keyword Match Types

1. Broad Match Default (Samsung Mobile Phone)
Broad Match Modifier (+ Samsung Mobile Phone)
2. Phrase Match (“Samsung Mobile Phone”)
3. Exact Match ([Samsung Mobile Phone])
4. Negative Match (-Samsung J7)
Learn More at https://goo.gl/zP7qGR
Video on Next Slide

Writing a Effective Search Ad
Write a relevant, eye catching

heading. Try to ensure it
communicates your USP.
25 Characters
35 Characters
Support heading with necessary
35 Characters information and add vital information
not covered in heading. Include Offers
Sitelink 1 Sitelink 2 & Call to action!
Sitelink 3 Sitelink 4
Leverage ad-on like Sitelinks, Google

Review Ratings etc.
Strategy For Choosing Keywords
1. Is relevant to you (i.e. what your customers are searching) & has requisite search volumes.
2. Has relatively lower competition.
3. Has relatively lower bid rates.
Overall, the best keywords are the one which give you maximum ROI.
Measuring Performance (Internal)
1. Impressions Delivered
2. Relative Ad Position
3. Click Through Rate
4. Cost Per Click
5. Cost Per Conversion/Acquisition
6. Contribution Per Conversion
Using Auction Insights (External)
 Average position
 Impression Share
 Overlap Rate
 Position Above Rate
 Top of Page Rate
 Outranking Share
Bid Strategies
Search Display
Other Related Aspects
 Dynamic Search Ads

 Keyword Insertions
 SiteLinks
 Expanded Text Ads
 Remarketing
 Conversion Tracking Or
 Structured Snippet Extensions
 Reviews in Search Ads
 Website Call Conversions
Ad Extensions (Search Ads)
 Goal: Get customers to buy from your  Goal: Get customers to convert on your
business location website
• Location extensions • Sitelink extensions
• Affiliate location extensions • Callout extensions
• Callout extensions • Structured snippet extensions
• Price extensions
 Goal: Get customers to contact you • Review extensions
• Call extensions
• Message extensions  Goal: Get people to download your app
• App extensions
https://support.google.com/adwords/answer/7332837
Creating Campaign Based on
Objective (Display)
Types of Campaigns
Steps Involved in Creating a
Facebook Advertising Campaign
E-Business & Digital
Marketing
DR. RISHI DWESAR
Word Wide Web
The World Wide Web (www, W3) is an information space where documents and

other web resources are identified by URIs (Uniform Resource Identifier),
interlinked by hypertext links, and can be accessed via the Internet. It has
become known simply as the Web. The World Wide Web is the primary tool
© 2020 Dr. Rishi Dwesar, IBS Hyderabad
billions use to interact on the internet, and it has changed people's lives
immeasurably
Source: Wikipedia
Internet
The Internet is a global system of interconnected computer networks that use

the Internet protocol suite(TCP/IP) to link several billion devices worldwide. It is
a network of networks that consists of millions of private, public, academic,
business, and government networks of local to global scope, linked by a broad
array of electronic, wireless, and optical networking technologies.
Source: Wikipedia
Three Ways to Access Internet
► Public Internet- The global network that is accessible by anyone, anywhere,

anytime.
► Intranet- A network that runs internally in a corporation but uses internet standards
such as HTML and browsers.
► Extranet- Two or more proprietary networks that are joined for the purpose of
sharing information. If two companies, or a company and its suppliers, link their
intranet they would have extranet.
TB:
C1P6
Unique Properties of Internet
Marketing
► Lower Costs
► Trackable, measureable results
► Global Reach
► Personalization
► One-to-one Marketing
► More Interesting Campaigns
► Better Conversation Rates
► Twenty-Four-Hour Marketing
DotCom Boom and DotCom Bust
DotCom Boom
DotCom Boom: The dotcom bubble, also known as the internet
bubble, was a rapid rise in U.S. technology stock equity valuations
fueled by investments in internet-based companies during the bull
market in the late 1990s. During the dotcom bubble, the value of
equity markets grew exponentially, with the technology-dominated
Nasdaq index rising from under 1,000 to more than 5,000 between
the years 1995 and 2000.
DotCom Burst
DotCom Bust: The burst of the bubble, known as the dot-com crash, lasted
from March, 2000, to October, 2004. During the crash, many online shopping
companies, such as Pets.com, Webvan, and Boo.com, as well as
communication companies, such as Worldcom, NorthPoint Communications
and Global Crossing, failed and shut down. Others, such as Cisco and
Qualcomm stock declined by more than 80%. For some companies, such as
eBay and Amazon.com, stocks declined in value but recovered quickly.
Promise of online
► Disintermediates
► Drive down cost by aligning demand and supply
► Create dramatic sale
► Lower cost, price, higher sale profit
► Then why do companies fail?
Dell, Amazon and Lastminute.com vs. Pets.com, Orkut.com, Webvan, boo.com and clickmango.com etc.
Lessons from the Dot.com
Bust…
► Overestimating demand
► Underestimating promotional costs
► Over-reliance on few revenue streams
► Poor business plans with no clear strategic vision
► Target markets not adequately defined
► Basic failure to respond to enquiries
► Poor fulfillment strategies
► Short-term objectives to meet demand of VCs
► Being over-ambitious and setting up in several countries at the same time
► Implementation of web site design lacking customer focus
Web 1.0
It is the “readable” phrase of the World Wide Web with flat data. In
Web 1.0, there is only limited interaction between sites and web
users. Web 1.0 is simply an information portal where users passively
receive information without being given the opportunity to post
reviews, comments, and feedback. This generation of web is
considered to be started in 1994 and ended in 2005.
Web 2.0
It is the “writable” phrase of the World Wide Web with interactive data. Unlike
Web 1.0, Web 2.0 facilitates interaction between web users and sites, so it allows
users to interact more freely with each other. Web 2.0 encourages participation,
collaboration, and information sharing. Examples of Web 2.0 applications are
Youtube, Wiki, Flickr, Facebook, and so on. This generation of web started
emerging in 2004 and is transitioning in Web 3.0 as of today.
Web 3.0
It is the “executable” phrase of Word Wide Web with dynamic applications, interactive services, and
“machine-to-machine” interaction. Web 3.0 is a semantic web which refers to the future. In Web 3.0,
computers can interpret information like humans and intelligently generate and distribute useful content
tailored to the needs of users. One example of Web 3.0 is Tivo, a digital video recorder. Its recording
program can search the web and read what it finds to you based on your preferences. We started
transitioning into this generation from 2016 onwards, and it is still emerging.
Business Models &
Revenue Models in Digital
World
DR. RISHI DWESAR
Business Model
Describes the rationale of how an organization creates,
delivers, and captures value, in economic, social, cultural or
other contexts.
Revenue Model (Monetization)
It identifies which revenue source to pursue, what value to offer, how
to price the value, and who pays for the value. It is a key component
of a company's business model.
Business Plan
Marketing Plan
Online Marketing Plan
Business Model
Describes the rationale of how an organization creates,
delivers, and captures value, in economic, social, cultural or
other contexts.
Enterprise Level Business Models
► At this level, the company automated many business processes in a unified systems- demonstrating a
significant commitment to e-business. Firms relying heavily on this type of model includes are
companies such as Delll, CNN etc.
Enterprise Level E-Business Models
1. E-Commerce, Direct Selling, 5. Agent Models
Content Sponsorship -Manufacture/Selling
2. Portals Agents
3. Social Networking -Shopping Agent
4. Broker Models -Reverse Auctions
- Online Exchange
- Online Auction
Broad categories
► Brick and Mortar

► Advantages: face to face customer interaction, physical proximity, some services by their very
nature, credit handling, customer experience in shopping
► Several companies do with information only websites
► Possibility of multiple channels and touch points
► Clicks and Mortar
► Formerly brick & mortar and now online.
► Online retailers – Toys R Us, Marks and Spencer’s, Next, Walmart
► Reduces seasonality
► Pure Players
► Clicks only company, traditional business – Amazon, eBay, lastminute.com
► Click and content
► Netflix, AOL, Youtube.com
Revenue Model (Monetization)
It identifies which revenue source to pursue, what value to offer, how
to price the value, and who pays for the value. It is a key component
of a company's business model.
Online Business Models
Publishers Infomediary
Platforms Affiliates
Aggregators Software as
Service (Saas)
Intermediaries
(Commission Platform as a
Agents & Service (PaaS)
Brokerage)
Who are Publishers?
► Publishers usually dissimilate literature, music, or information — they make

information available to the general public.
► Traditionally, the term refers to the distribution of printed works such as books (the
"book trade") and newspapers. With the advent of digital information systems and
the Internet, the scope of publishing has expanded to include electronic resources such
as the electronic versions of books and periodicals, as well
as micropublishing, websites, blogs, video game publishers, and the like.
► Example: TimesofIndia, Wikipedia
Who are Aggregators?
► Aggregator refers to a web site or computer software that aggregates a specific
type of information from multiple online sources. Common example includes
Review aggregator, Price Aggregators, Search, News aggregator, Video
aggregator etc.
Example: Price Dekho, Trivago
What is a Platform?
► A platform is a business model that creates value by facilitating exchanges
between two or more interdependent groups, usually consumers and
producers.
E.g. Amazon, Uber, Swiggy etc.
What is an Intermediary
► Intermediaries put buyers and sellers together without taking ownership of the product,
service or property. They act as go-betweens. They are not wholesalers or distributors, which
buy products and then resell them. They are usually paid on a percentage of the total
transaction.
Example: MakemyTrip, Booking.com etc
What is Infomediary
The infomediary business model recognizes that there is value in this personal data and the
infomediary seeks to act as a trusted agent, providing the opportunity and means for clients to
monetize and profit from their own information profiles. Many times companies using an
infomediary model provide unbiased information to consumers about different businesses on the
Internet, helping them to choose the right ones.
E.g. Practo
Business Models (From Book)
Brokerage Manufacturer
Model (Direct) Model
Advertising Affiliate
Model Model
Utility Model
Infomediary Community
Model Model
Merchant Subscription
Model Model
Revenue Models & Pricing Strategies
Revenue Models Pricing Strategies
Advertising Free
Sale of Freemium
Commission Information or
other services
Subscription
Affiliate Fees Pay Per Use
Pricing Models in Digital World
Free
Freemium
Pay Per Use
Subscription
Model
Marketplace Vs Inventory-Led Retailing
Model
► An Online Marketplace is a platform that facilitates transactions (monetary or based in another form of

value) between users. The owner of a marketplace doesn’t own inventory. Instead, a marketplace owner
provides the means for people to find each other and complete a transaction.
► It's Inventory-Led model, a company (E-Retailer) sources directly from brands & sellers and stock it.
There are no multiple sellers selling one product, unlike marketplaces where buyers get to choose from
several merchants. The seller is the ecommerce company and invoice is issued to the customers on the
company's name.
Source: https://www.campaignmonitor.com/resources/knowledge-base/what-are-the-various-types-of-ecommerce-retail-models/
Thank You
Internet of Things
► The Internet of things (IoT) is the network of physical devices, vehicles, home
appliances, and other
items embedded with electronics, software, sensors, actuators, and network
connectivity which enable these objects to connect and exchange data. Each
thing is uniquely identifiable through its embedded computing system but is able
to inter-operate within the existing Internet infrastructure.
► https://www.youtube.com/watch?v=_AlcRoqS65E
Inbound & Outbound
Marketing
DR. RISHI DWESAR
IBS HYDERABAD
Outbound Marketing Or Interception
Marketing
► Interruption marketing (also called Outbound Marketing) is a pejorative term that refers to

promoting a product through continued advertising, promotions, public relations and sales. It is
considered to be an annoying version of the traditional way of doing marketing whereby
companies focus on finding customers through advertising.
Inbound Marketing
Inbound marketing is promoting a company
through blogs, podcasts, video, eBooks, e-newsletters, whitepapers, SEO,
physical products, social media marketing, and other forms of content marketing
which serve to attract customer through the different stages of the purchase
funnel.
It involves activities that bring visitors in, rather than marketers having to go out to get
prospects' attention. Inbound marketing earns the attention of customers, makes
the company easy to be found, and draws customers to the website by producing
interesting content.
Video Marketing
https://www.business2community.com/marketing/master-video-
marketing-6-simple-ways-infographic-01746929
Content Marketing
Enterprise Level E-Business
Explanation
► E-Commerce: It refers to selling goods and
services on the internet.
► Direct Distribution: It refers to a type of
Inbound Marketing,
Marketing Automation &
Funnel Management
DR. RISHI DWESAR
Inbound Marketing &
Outbound Marketing

What’s your Idea?
Interruption Marketing
 Interruption marketing (also called Outbound Marketing) is a

pejorative term that refers to promoting a product through continued
advertising, promotions, public relations and sales. It is considered to
be an annoying version of the traditional way of doing marketing

whereby companies focus on finding customers through
push advertising.
Inbound Marketing (Operational/Tactical)
Inbound marketing is a technique for drawing

customers to products and services via content
marketing, social media marketing, search
engine optimization and branding.1
1. Source: Prescott, Bill (February 5, 2012). "Business Sense: Inbound marketing". Times-Standard. Retrieved February 27, 2012.
Inbound Marketing
Inbound marketing is a philosophy, primarily based on promoting through content

marketing. This is usually done through blogs, podcasts, video, eBooks, e-
newsletters, whitepapers, SEO, physical products, social media marketing, and
other forms of content marketing which serve to attract customer through the
different stages of the purchase funnel.

It involves activities that bring visitors in, rather than marketers having to go out to
get prospects' attention. Inbound marketing earns the attention of customers,
makes the company easy to be found, and draws customers to the marketers
(website etc.) by producing interesting content.
Marketing Automation
 Marketing automation refers to software platforms and

technologies designed for marketing departments and
organizations to more effectively market on multiple channels
online (such as email, social media, websites, etc.) and

automate repetitive tasks.
 Originally focused on email marketing automation, marketing

automation refers to a broad range of automation and analytic
tools for marketing especially inbound marketing.
Marketing Funnel & Purchase Funnel
Marketing Funnel: A model describing the various stages

of a prospect’s journey from the first interaction with
your brand to the ultimate goal: conversion.
Conversion rate optimization is about moving people
through your marketing funnel, turning them from
prospects into raving, repeat customers.
The Purchase Funnel, or purchasing funnel, is a consumer

focused marketing model which illustrates the theoretical customer
journey towards the purchase of a product or service.
Source: https://www.hubspot.com
Inbound Marketing Funnel
14
A Little More About It…
• The use of a defined approach and specialized

software to organize the previously disconnected
process of lead generation and management
• The ability to utilize many marketing channels

seamlessly throughout the sales and marketing

funnel
• Increase tracking and allow a closer relationship

between marketing and sales
• End users are nurtured throughout the funnel

rather than overwhelmed
Inbound Marketing Vs.
Outbound Marketing?
 Outbound marketing is the traditional form of marketing where
a company initiates the conversation and sends its message
out to an audience.

 Inbound marketing is opposite of Outbound Marketing, where
customers find (are drawn to) products and services
via content marketing, social media marketing, search engine
optimization etc.
Types of Automation
Marketing
CRM Automation
Automation
Sales Service

Automation Automation
Analytics
Automation & Others…
Marketing Automation
E-Mails, PPC
Chat, SMS Campaigns

Website,
Pages & Others
Forms
Automated
How MA Organizes the Marketing & Sales Process 18
• The ability to utilize digital marketing

channels to increase reach and tracking
ability
• By using highly targeted content and an

inbound marketing approach we can target
end users throughout the sales cycle.
Nurture end users through a defined cycle

•
based on what they request
• Track everything!
Bringing Peace & Harmony 19

Align Sales & Marketing = Seamless Buying Process
Adopt New Approach 20
• Buyers are seeking and finding more information on their own
• Companies need to interact with prospects before the sales conversation and provide
relevant information in the early stages of the buying process
• Leads need to be nurtured before they are sales ready in order to help drive revenue
• Companies should be moving away from blasting a batch of emails to all their customers

Instead they should be delivering campaigns personalized
and relevant to each customer
• A greater understanding of your customers behaviors and their needs is imperative in order to
gain their business
21

22
Something a good Inbound

Marketing Strategy Strives for!

Something an Excellent Inbound
Marketing Strategy Strives for!
Marketo: 2012 Marketing Benchmarks
Changes to Sales Cycle 23

• Lifetime of the sales cycle has remained unchanged
• The time spent by marketing engaging with leads before

transitioning to sales has evolved
Drive Awareness: Step 1
• Define and segment target audience

• Create campaigns that are relevant to audience that provide valuable information to
incent initial engagement (low user commitment)
• Drive awareness of campaign by utilizing various tactics that address your target
audience
24
Drip Email Testing
• As Email & Content are core to Inbound Marketing

& Marketing Automation, designing a effective
Email Strategy is important.

25
Paid & Organic Search
• More than 1 billion queries

searched a month on
search engines.
• Target the right keyword

terms with the right content
to reach relevant users
when they are searching for
answers.

• The click through rate
across organic and paid
search ranges from 1% to
over 20%
Google Search
Have Questions? Tweet Us with #HilemanGroup 27

Paid Social
• Define a highly targeted

audience based on profile and
geographical data
• By using highly targeted

content and relevant ads we
can drive the right visitors to
your website or landing page.
• This approach allows you to

drive highly targeted traffic
with a very low cost-per-click
LinkedIn Banners
structure.
28
Paid Social
• Define a highly targeted

audience based on profile and
geographical data
• By using highly targeted

content and relevant ads we
can drive the right visitors to
your website or landing page.

• This approach allows you to
drive highly targeted traffic
with a very low cost-per-click
structure. Facebook Banners
29
Display Remarketing
• Re-engage end users after they have

already visited your website and did not
convert.
• With a highly relevant target audience

and a low cost per click structure the
cost per lead from remarketing is

extremely low.
30
Lead Capturing & Optimization
https://www.youtube.com/watch?v=qGw2OPCzAGQ

https://www.youtube.com/watch?v=qGw2OPCzAGQ
Educate & Build Profile: Step 2
• Continue to nurture leads after initial engagement

• Collect additional information from them by providing
valuable and relevant content (build your customer profile)
• White papers, guides, free product, newsletter,

presentations, etc.
32
Whitepaper/Guide Downloads
• Creating content that helps solve your

prospects’ pain is one of the most common
approaches to educate.
• Landing pages are also a great opportunity

to gain additional information on marketing
leads.

33
Sweepstakes
• Sweepstakes are a low commitment way

to drive new leads into the marketing
funnel.
• Keep in mind that sweepstakes leads

will require a lot more nurturing and
qualifying than other educating activities.

34
Product Trials or Demos
• A strong nurturing activity is trials or

demos of a product or service.
• When implemented correctly you can

easily convert a lead into a customer with
very little nurturing.

• This type of activity is normally performed
at the bottom of the marketing funnel.
35
Engage & Qualify: Step 3
• Track user engagement throughout campaign

• Calculate lead score
• Determine which leads are ready to convert

(those defined as a “qualified” lead)
36
Engage & Qualify: Step 3
Lead Scoring = Qualifying
• In order to qualify your leads a well defined scoring

and lead process is imperative
• Once a scoring structure is defined it is easy to

transition into step 4 or the conversion stage of the
process.
37
Convert: Step 4
• Marketing qualified leads are passed on to sales

• Leads not qualified by Marketing continue through nurturing process
• Sales converts qualified leads to purchase
• Shortens the sales cycle by making sales process more efficient

Convert: Step 4
Marketing Automation System
• System in which leads are nurtured

before being passed off to sales as
qualified

CRM System
• System where qualified leads are

tracked by sales team until conversion
Abandonment Stage 40
Take action to refine campaigns and help
reduce abandonment stage
• Determine campaign successes and areas

for improvement
• Define steps taken by qualified leads to

conversion

• Evaluate the users that did not engage
• View analytics and tweak campaign to try

and re-engage abandoned users
41

Marketing to Sales Funnel
Companies that excel at lead nurturing

are able to generate 50% more sales

ready leads at 33% lower cost per
lead.
Forrester Research
42
Funnel Management: Impressions
1. Targeting Better Placements

2. Going for Adequate Budgeting

3. Ensuring The Ad Format is one with adequate inventory
4. Ensuring text is not over represented
5. Targeting Right Customers
6. Ensuring adequate Ad Rank
Funnel Management: Clicks
1. Ensuring Ad is Creative
2. Ensuring Targeting is Perfect
3. Ensuring the Offer/Opportunity/Product is compelling

+
1. Targeting Better Placements
2. Going for Adequate Budgeting
3. Ensuring The Ad Format is one with adequate inventory
Funnel Management: Enhancing
Signups
1. Ensuring Landing Page is Impressive

2. Information given is engaging, clear and compelling

3. Call to Action are adequately present and gives reason to engage
4. Call to Action is easy. i.e. Signing-up is Easy
Funnel Management: Enhancing
Conversions
1. Cutomer journey through AIDA is properly implemented.

2. Product/Service is desirable.
3. Buying & Paying is easy. i.e. Shopping Cart Abandonment is minimal.
Funnel?
Marketing

Hierarchy of Effects (HOE) Funnel
(Traditional Marketing)

Inbound Marketing Funnel

Plenty of Funnels out there:
Choose as you Please
MOZ SI

(MQL Vs.
(Funnel)
SQL)
Re-Investment

Re-Investment

Certification & Value Add

Social Media & Content
Marketing
DR. RISHI DWESAR
Social Media
Basics
• What is social media

• The value of social media
© Dr. Rishi Dwesar, IBS Hyderabad

Social Media Definition
“It is a group of Internet-based applications that build on the ideological

and technological foundations of Web2.0,and that allow the creation and
exchange of User Generated Content.”
- Kaplan & Haenlein,. 2010, p. 61
Web 1.0 Web 2.0 Web 3.0

Social Media Marketing Definition
“Social media marketing (SMM) refers to techniques that target social

networks and applications to spread brand awareness or promote
particular products.”
On a strategic level,
“Social media marketing includes the management of a marketing

campaign, governance, setting the scope (e.g. more active or passive
use) and the establishment of a firm's desired social media "culture" and
"tone."
Value of Social Media
Create a
Increases Increases Leads
Community of
Awareness & & Traffic to
Customers &
Interaction Website
Fans
Increase Gain Market &

Reduce
Customer Competitive
Marketing Costs
Satisfaction Information

Social Media
Strategy Blueprint
The Social Media Strategy Blueprint
Workflow
The Brand Platform Content &
Though social media strategy

Resources
formulation is a process, it does Performance

require parallel, forward and
backward thinking simultaneously
Target User
Goal Audience Value
Growth
The Social Media Strategy Blueprint
Workflow
The Brand Platform Content &
Resources
Performance
Target User
Goal Audience Value
Growth
1. The Brand
1. What does our brand
stands for?
What
2. Which aspects can and

does our
Brand
Stands
For?
should be highlighted on
Social Media?
Key Decisions
Revisiting
Which aspect of
Brand Essence in Brand would be
Social Media highlighted more.
Context
Proportion of
How would this
content which will
be done
be brand centric
creatively.
vs. sales centric.
Brand Films Go A Long way
2. Goal
What do we wish to
achieve from our social
media marketing
endeavors? What
does our
Brand
Stands
For?
Deciding Key Goals That Are SMART
Build Fan base & Community
Increase Brand Awareness / Attachment /

Perceived Value/Change Perceptions etc.
Generate Ideas
Boost Sales
Provide Customer Support

How Social Media is helping SMES:

3. The Target
Audience
1. Whom do we want to
reach out to?
2. Should we create What
different cohorts?
does our
Brand
Stands
For?
Finalizing:
Who would be the

Target Audience:
How will they fit into our
1. Existing Customers Social Media
2. Prospective Landscape & Role
Customers How would each of They’ll Play:
3. Channel Partners them be targeted:
4. Prospective 1. Customers
Employees 2. Influencer
5. Specific Channels, Content & 3. Content Provider
Organizations Engagement
4. Amplifier
6. Opinion Leaders &
Influencers
7. Society at Large
Create & Leverage Buyer Personas
4. Deciding Social
Media Platforms
1. What channels are we
going to leverage?
Channel Specific Strengths:
The filters made it Only intellectuals

The Superstar
The King of Video! all special! understand the
among all!
use!
Quiz Time!!
Identify The Social Media Channels
One got killed, this
Takes majority of one came in. Targets the top
The world travels
the screen time, is Sadly this wasn’t a notch!
through this!
Omni-present! killer!
Channel Specific Strengths:
>Reach >High Brand Impact >High Visual Appeal >Easy to spread

>Content Formats >Content Longevity >Growing Reach information
> Easy Content Curation >Easily & Highly >Strong Affinity Among >Researching Trends
>Act as Hub Measurable Users >Grievance handing and
>Interactive >Can Serve Multiple >Perfect for Brands with Feedback
>E-Commerce Possible High Depth and Breadth >Useful in unconventional
Purposes
>Live Video at a Click of Product Line social marketing
>Omnipresent >Critical for Local SEO >Possibility to Leverage

>Helps in SEO
>Instantaneous >Provides Convenience Long Copy Content
>Helps making My
>Informal >Generates Meaningful >Strong Reach Among
Business Profile Stronger
>Highly Interactive UGC White Collar Workforce
>Effective for small local >Direct Partner >Useful in Employer
groups Feedback Branding
5. Deciding
Content Strategy
1. What content are we

going to post?
2. Where will it come from?
3. Can we create a
Content Strategy?
Content Strategy: Key Decisions
Deciding Content
Deciding Tone:
Deciding Type & Proportion:
Formal or Less
Investment Images, GIF, Video,
Formal
Webcasts, Contests
Deciding
Deciding Who All Deciding If and
Response
Will Involve What To Curate
Strategy
There’s a @Video #Everywhere
…Content Can Be Crowd Sourced
Flash Mobs Rock! Specially
Among Youth & Young at Heart
…Infographics are Good & Easy
Planning A Social Media Content Calendar
Preplanning Yearly, Quarterly &

Weekly Calendar is a must.
Content should be ready well in time.
Deciding Investment
Approvals must be taken.
Benefit from automated content

posting.
Try being cohesive & build a story

(This needs Strategy!).
Content Curation Tools are a Boon.
But Keep a Watch!
6. Providing &
Driving User Value
1. Do our fans/viewers really

value what we share?
2. How can we drive value

for the brand from the fan
base we have?
Facebook’s Edge Rank
Try Creating A Win-Win
7. Fan Base
Growth
1. What measures are we

going to take ensure
growth?
2. How can we ensure large

proportion of fan base
comprises of our TA?
Increasing Fan Base
Leverage
Posting Across Run Contests
Cross Platform
Platforms and Quiz
Synergies
Harness Watch Who’s

Channel Crowd Source There & Saying
Partners (Doing What)
Be Peppy or Deploy
Elegant or Barriers If
Both! Required
8. Workflow &
Resources
Taking it to action:
Set Work Create Define Decide Reward &

1.
2.
5.
3.
4.
Plan Team Roles Protocols Appreciate
9. Measuring
Performance
1. How far have we
reached?
2. Are we getting the desired

results?
Social Media KPI’s
Engagement Rate CTR

CR (Conversion
(% Like, Share & (Click Through Rate)
Comment) Rate)
Increase in Fan
Brand Mentions
Sentiments Base & Active
(@ / #)
Followers
Tracking Weekly, Monthly & Quarterly
is a Must
Strategies to Grow Further Socially!!
 Harness the power of 10,000 + Outlets

 Protect Brand
 Club multiple pages or cross leverage
 Leverage Insta (Instagram!)
 Harness The Power of Content Curation
 Creatively Promote the Mobile App
 Observing & Learning from competition
 Find opportunities for reciprocal marketing and other collaborations
 Use social network as direct sales channel >
Content & Inbound
Marketing
DR. RISHI DWESAR
Inbound Marketing &
Outbound Marketing

What’s your Idea?
Interruption Marketing
 Interruption marketing (also called Outbound

Marketing) is a pejorative term that refers to promoting
a product through continued advertising, promotions,
public relations and sales. It is considered to be an

annoying version of the traditional way of doing
marketing whereby companies focus on finding
customers through push advertising.
Inbound Marketing
Inbound marketing is a philosophy, primarily based on promoting through content

marketing. This is usually done through blogs, podcasts, video, eBooks, e-
newsletters, whitepapers, SEO, physical products, social media marketing, and
other forms of content marketing which serve to attract customer through the
different stages of the purchase funnel.

It involves activities that bring visitors in, rather than marketers having to go out to
get prospects' attention. Inbound marketing earns the attention of customers,
makes the company easy to be found, and draws customers to the marketers
(website etc.) by producing interesting content.
Content Marketing
A type of marketing that involves the creation and sharing of online

material (such as videos, blogs, and social media posts) that does not
explicitly promote a brand but is intended to stimulate interest in its products
or services.
Usually content marketing is done on social media channels. However,

content marketing can be done across other channels such ad E-Mail,
Printed Newsletters, Website based Pod-Casts etc.
Content Marketing Funnel
Top of Funnel
Middle of Funnel
Bottom of Funnel
Understanding Earned,
Owned & Paid Media
DR. RISHI DWESAR
Earned Media
 Earned Media: This is the media company has earned because of its good reputation. This
can be earned from positive word-of-mouth exposure and publicity earned through SEO
and content marketing, customer experience and PR efforts. Earned media includes
positive reviews, PR/press mentions, reposts/tweets, recommendations, etc.
Example of Earned Media

Owned Media
 Owned media is the content you create and control, including your company website
and social media accounts. While owned media can take on a variety of forms (blogs,
case studies, white papers, etc.), the primary goal of this content is to continue
providing value to visitors and potential customers as they move down the funnel.
Example of Owned Media
Paid Media
 Paid media includes ads and other paid tactics you use to promote your content and drive
brand exposure. Paid media can be used to amplify owned media and help win more earned
media.
How to grow Earned Media?
 Help your writers produce articles, blogs and resources that rank well in search engines and
contribute to your industry.
 Participate in trade shows, conferences and other events to cultivate business relationships and
brand trust in person.
 Try some link-building tactics to fuel your SEO performance, traffic and leads.
 Promote your content and strengthen your network on social media. Influencer marketing is
another potential path to more earned media.
 Encourage employee advocacy on social media and by word-of-mouth.
How to have Owned Media?
 Create website content that provides utility and value to the target audience.
Promote it in every way you can, including with a solid SEO strategy and
potentially a gated content strategy.
 After sharing your content on social for the first time, re-promote it a few weeks
later using a unique, engaging visual asset (static or video) to attract more eyes.
At Oneupweb, we call these snackable, sharable assets “social shorts.” They are
one reason that our content calendar product, Condario, works so well for our
clients’ teams.
 Make sure your content strategy addresses all parts of the inbound marketing
funnel.
How to get Paid Media?
 Use social media advertising platforms. LinkedIn is an especially effective B2B platform, and
other platforms are great for B2C advertising. At the end of the day, it really depends on where
your target audience is most active and engaged.
 Create search ads in Google and Bing. If you’re looking for support, check out our paid media
services.
 Strategically use different types of display ads in various display networks.

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Digital

Dr. Rishi Dwesar

2. Data & Digital Marketing

3. Digital Marketing Eco-system

4. Digital Marketing Channels & Activities

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

Client Agency Publishers & Consulting

© 2019 Rishi Dwesar, IBS Hyderabad

What is the Difference?

© 2019 Rishi Dwesar, IBS Hyderabad

What is the Difference?

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

In particular, "behavioral targeting uses information collected from an

© 2019 Rishi Dwesar, IBS Hyderabad

Real Time Bidding

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

 Google Ads (Earlier called as Google AdWords) is an

 AdSense (Google AdSense) is an advertising placement

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

Advertising means any paid form of

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

2. Pay for Clicks (Model)

Why Payment By Clicks?

© 2019 Rishi Dwesar, IBS Hyderabad

Clicks CPC CTR Bounce Rate

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

Exit rate is the percentage of

© 2019 Rishi Dwesar, IBS Hyderabad

Contextual advertising is a form of targeted

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

• Search engine marketing, or SEM, is a form of Internet marketing that

© Oxford University Press 2017. All rights reserved. 79

© Oxford University Press 2017. All rights reserved. 86

Last Updated June,2019

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

Search engine optimization (SEO) involves designing,

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

© 2019 Rishi Dwesar, IBS Hyderabad

1. Understand Consumers’ Search Behavior

2. Do a competitive mapping of your website

© 2019 Rishi Dwesar, IBS Hyderabad

4. Create or modify content for securing

6. Perform off-page optimization by link building

© 2019 Rishi Dwesar, IBS Hyderabad