Creative Advertising and Media Planning

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Tejaswini Singh A2481118026

Q1. Write a note on the search (AdWords) media option.

Google Advertisement is Google’s online advertising program. Through this you can create
online ads to reach people exactly when they’re interested in the products and services that
you offer.

 You can use it to promote your business.

 Help sell your products and services.
 Raise awareness.
 Increase traffic or website footfall.

Google Ads are managed online, you can change or edit the campaign anytime. You can
choose where your ad appears, easy analytics and can also set a budget. You will grow faster
than ever. It improves the visibility of the brand.

Google AdWords is a pay-per-click online advertising platform that allows advertisers to

display their ads on Google’s search engine results page. Based on the keywords that want
to target, businesses pay to get their advertisements ranked at the top of the search results
page. Since the platform runs on pay-per-click (PPC) advertising, you have to pay only when
a visitor clicks your ad.

Google AdWords allows businesses to target users on two main networks – the search and
the display network.

On the search network, advertisers bid on the relevant keywords. This gives them a display
their advertisements to users who enter those keywords into Google as part of a search
query. The paid search results are usually displayed on the top and bottom of the page have
a small ad icon next to them.

The display network, on the other hand, offers advertisers the chance to display their
banner advertisements on the websites that are a part of Google network.
Q2. Differentiate the emailing media option and Mobile media.

Email Media option Mobile Media option

 It is more personal.  Builds brand loyalty.
 Personal relationship between  Builds community.
customer and brand.
 Customer Retention.  Brand recognition.
 Custom offers.  Customer friendly.
 Good Conversion rates.  Drives for traffic.

Q3. Write a note on the important measurement metrics for search media include – CPC,
CTR, CPL, CPA. Define these.

CPM - CPM is an acronym for cost per mille, meaning the cost per 1000 impressions (or how
many times it is seen). This refers to how much it costs to have an ad published a thousand
times on a website and is seen by users.

The total cost paid in a cpm deal is calculated by multiplying the Total Impressions by the
CPM rate & then dividing it by 1000. For example, one million impressions at cpm equal ,000
in gross revenue.

CPC - CPC means Cost Per Click, and it’s a method that websites can use to determine the
average times an advertiser has clicked on the relevant ad. CPC is also a widely used metric
that advertisers incorporate to manage campaign budgets & performance. 

So let’s say your ad gets 2 clicks, one costing $0.40 and the other is $0.20, this totals $0.60.

You’d divide your $0.60 by 2 (your total number of clicks) to get an average CPC of $0.30.

CPA – Cpa is also a payment scheme like CPM and CPC, however it differs in that advertisers
only pay when the user completes the desired transaction, such as a purchase, download or
free trial. Therefore, the advertiser only pays when an acquisition is made, therefore, CPA is
cost per Acquisition. However this means that the publisher takes all the risk for running the
as you will be paid based on conversions made instead of just clicks or impressions. This is
often referred to as affiliate advertising and was a widely used model in the mid-2000s.

So while CPM, CPC and CPA all indicate the cost of advertising online, CTR measures the
efficiency. The CTR or Click Through Rate, is measuring the success of online ads by
accumulating the percentage of people that actually click on the ad to arrive at the
hyperlinked website. The percentage is found when we divide the number of users who
clicked on the ad by the number of times the ad was delivered.

So while cpm, CPC & CPA all indicate the cost of advertising online, CTR measures the
efficiency. The CTR or Click Through Rate, is measuring the success of online ads by
accumulating the percentage of people that actually click on the ad to arrive at the
hyperlinked website. The percentage is found when we divide the number of users who
clicked on the ad by the number of times the ad was delivered.

Conclusion -
So to recap…

CPM or Cost Per Mille measures is the cost of every 1000th ad impression made

CPC or Cost Per Click measures the average cost every time a user clicks on an
advertisement.

CPA or Cost Per Acquisition is the cost every time a conversion is made

And finally, CTR or click-through rate measures the efficiency of clicks actually going through
to the ads website.

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