Project 1

Basic Digital
Marketing Strategy
Martech - Class: MTP001
OUR TEAM

Khoa Hung Kim Ngan Kien Khang Nhu Ngoc

 Let’s take a deep dive into

CPC, CPM, CPA, CPV and PPC

 PPC
PPC (Pay per click) is the overall advertising model where
you only pay when someone interacts with your ad in a
specific way, usually by clicking on it. CPC, CPM, CPA, and
CPV are all billing options within PPC.
 https://facebook.com
CPC
CPC - Cost per click
Refers to the amount an advertiser pays each time a
user clicks on their ad.
Common for search engine marketing (SEM) and
display advertising campaigns.
CPM
Also known as "cost per thousand impressions."
Refers to the amount an advertiser pays for every 1,000
times their ad is displayed, regardless of whether it is
clicked.
Common for banner ads and other display advertising
campaigns.
 CPA
CPA - Cost Per Action
Refers to the amount an advertiser pays when a specific
action is taken by a user, such as making a purchase,
signing up for a newsletter, or downloading an app.
Common for affiliate marketing and lead generation
campaigns.
CPV
CPV - Cost Per View
Refers to the amount an advertiser pays each time a video
ad is viewed for a certain amount of time (e.g., 30 seconds).
Common for video advertising campaigns.
 How to maximize

CPC, PPC, CPV, CPM and CPA

CPC and PPC
Targeting competitive keywords

Bidding higher More relevant and compelling ads

CPC = break-even CPC X 0.7

PPC Optimize ad rank (highest)

and CPC (lowest)
 CPV and CPM
Targeting Optimization Compelling Ad Creative

Bidding Strategies Collaborate with Influencers

Optimize Video Length

CPM = maximum CPC x 1000/Click Through Rate
 CPA
Target High-Value Customers Retargeting

Optimize Landing Pages for High Conversion Value Actions

CPA = maximum CPC / Click Through Rate
 What is
Google Analytics?
Google analytics
Google Analytics is a web analytics tool that is used to track and
analyze the performance of your website or app. Through Google
Analytics, you can access a wide range of data and reports on
website traffic and website visitor behavior as making a
purchase, signing up for a newsletter, or downloading an app.
 What is Google Analytics used for?
It can help organizations to:
1. Determine top sources of user traffic
2. Assess the success of their marketing activities and campaigns,
3. Track goal completions
4. Identify patterns and trends in user engagement
5. Obtain additional visitor information such as demographics.
Small and medium-sized retail websites frequently use Google
Analytics to collect and analyze customer behavior data, which can
be used to optimize marketing campaigns, increase website traffic,
and better retain customers.
How does Google Analytics work?
Google Analytics acquires user data from each website visitor
through the use of page tags. A JavaScript page tag is inserted into
the code of each page. This tag runs in the web browser of each
visitor, collecting data and sending it to one of Google's data
collection servers.

Google Analytics can then generate customizable reports to track

and visualize data such as the number of users, bounce rates,
average session durations, sessions by channel, page views, goal
completions and more.
Some benefits that
Google Analytics
1. Access to real-time data
provides:
The "real-time" tab was one of the first to appear in Google Analytics.
This page shows you real-time information about your website.
It contains a digital readout of how many people are visiting your website at any given
time, as well as how many of those visitors are watching it on desktop and mobile.
Some benefits that
Google Analytics
2. Insights into your audience
provides:
The audience tab also provides charts depicting the percentage of new vs. returning visitors to
your site, and how traffic fluctuates over a specific time period.
Google Analytics also offers audience demographics, which can help you better understand your
website users. It provides information such as the percentage of visitors who speak a specific
language, the country where the majority of your visitors are from, the browser they use, and
even the operating system of their mobile device.
Some benefits that
Google Analytics
3. Enhanced ad management
provides:
With Google Analytics, you
can track and manage your
Google Ads account all in
one place. You’ll be able to
see things like the number
of clicks on each ad, the cost
of each campaign, the cost
per click, and more.
Facebook analytics
Facebook Analytics is the updated social media reporting tool
that groups together all your Facebook pages, pixels, and apps to
give you a complete picture of how users interact with these
platforms over time.
In other words, you get to see how your Facebook audiences
interact with your website as well as how your website audiences
interact with your Facebook Page. This is because Facebook Pixel
is a core component of Facebook Analytics.
 Activity Metrics On Facebook Analytics
1. Active users

The active user’s Facebook Analytics

report first greets you with how
many unique and new users you
have had in 28 days compared to
the last 28 period. Or any other time
frame you have chosen for the
default.

As you can see, the activity report can give you very detailed data
about user activity, which is beneficial for understanding how your
target audiences behave and how they will use your website.
 Activity Metrics On Facebook Analytics
2. Revenue

The revenue report makes Facebook Analytics an alternative source to track your
sales data, especially useful for online stores looking to grow their sales and
understand crucial averages per user.

You will learn the following:

Total Revenue
Total Purchases
Unique Purchasers
Revenue per paying user
Avg. Revenue per Purchase
Avg. Purchase per user
 Activity Metrics On Facebook Analytics
3. Funnels

In the funnels report – you can analyze the performance of your funnels.
For example, the first thing you notice about your funnels is the funnel conversion rate and the median
completion time. By default, the installed Pixel may create automatically funnels from your prior events.

Here you can see a visual

representation of the success of your
funnel. For example, you will quickly
understand what percentage users
drop in various funnel steps you have.
Activity Metrics On Facebook Analytics
4. Cohorts

In the cohorts report, you can create custom cohorts based on user
actions of your websites. You can use it to understand your retention rate,
repeat purchase rate, and your customers’ lifetime values, for instance.

5. Retention

The retention report shows you how users retained in your product and
website over a given time frame Understanding retention, you’ll know
how many users come back to your website and products. For example,
you can discover which user demographics are the most retained, data
which could be very useful when planning out the next steps.
Activity Metrics On Facebook Analytics
6. Lifetime Value

The Lifetime Value – report measures

revenue generated overtime by users after
their first interaction with your website or
app. In Facebook Analytics, you can see
the lifetime value by the day, weekly, and
monthly intervals. By analyzing the
lifetime value report, you can discover how
the overall lifetime value develops over
time compared to past dates.
 Building Digital
Marketing Campaign
MARKET RESEARCH
 Daily Several times/week Once/week Less than once/week Do not do this

Makeup

0 20 40 60 80 100

58% make up from several times/week to daily

(Q&ME Report)

Perfect
Independent storesCompany

Beauty chain store

Brands' stores

EC platforms

0 10 20 30 40 50

EC platforms make up about 34% in terms of channels for customers

(Q&Me Report)
Beauty and Personal Care is top 1 in TikTok Shops Product Sold
by Category and top 2 in Number of TikTok Shops by Category

5
4
3 Perfect Company
2
1
0
0 5 10 15 20

The purchase likelihood for a product with five reviews is 270% greater than the
purchase likelihood of a product with no reviews
(Northwestern University)
 Introduction - Our channel

Ngọc Bình Biuty Platform: TikTok

Affiliate Marketing
Product: Lipsticks -
mainly sell trending
lipsticks, quality lipsticks
with a good price
Purpose of channel:
Boost product sales,
increase product clicks,
create lipstick demand
 Targeted customer
Description
Gender: Female
Age: 14-40
Location: Vietnam
Income: the middle class
with growing disposable
income is a major target
Behaviour
Use TikTok regularly
Usually do online
shopping
Search, watch, like, share,
comment on TikTok
videos about lipstick,
cosmetics, make-up,
beauty, self-care..)
Make/Upload TikTok
videos about lipstick,
cosmetics, make-up,
beauty, self-care..
Psychology
Concern about lipstick,
cosmetics, make-up, beauty,
self-care...
Tend to keep up with the trends
- buy new cosmetics products
whenever they are released
Tend to buy products whenever
they are on sale/have a good
price/coupons/vouchers
Tend to buy and use
lipstick/cosmetics based on the
reviews of many KOLs/KOCs on
TikTok
 TikTok

Keywords & Hastag Research

We use TikTok Keyword Insight
to discover hastags & keywords
that relate to our subject:

#mypham #lamdeptainha
#romand #blackrouge
#peripera #judydoll
#quatangbangai #sonbong
#lipstick #xuhuong #fyp
The first step is to conduct thorough
keyword research. This involves
identifying the terms and phrases that
people use when searching for
makeup tips online.
Once I've identified relevant keywords like
"beautiful lipstick models," I'll seamlessly
integrate them into the video script. This will
help viewers who are searching for those
terms discover my content.

By understanding search trends, I can create

videos that cater to consumer preferences.
 Who are our

Direct Competitors ?
 Competitors Analysing
TikTok Reputation
Description Strength Weakness
Chanel (Followers)

-Vo Ha Linh is no longer a strange name
to social network users
-Beauty blogger, hot TikToker, and
halinhofficial
3.9M YouTuber with a "huge" following.
- Cosmetics and skincare products of
the "review god" always reach millions
of views
Large number of fans, From just being a beauty blogger, she
turned to reviewing products in many
professional video
different industries, causing the
editing team,
viewership to scatter
connection with
Receiving criticism when reviewing food
livestream sales
for being "aggressive" in reviewing,
businesses affecting the restaurant's reputation

As a beauty blogger,she Review a variety of Rarely run ads on the channel,

foxiereview experiences many hot hit cosmetics and don't use many popular
230.9K
cosmetics on the market both share beauty hashtags to reach viewers
experiences

Upload videos of your Focusing mainly on The post lacks investment in

experience applying lipstick lipstick makes an content, only hastags and
son_review 5567 samples directly to your lips to impression on the videos repeating the same
advertise for yourself viewer's mind pattern over and over again
 STRENGTHS WEAKNESSES
Channel has potential Amateur channel
Trendy topics aimed at women Demand creative ideas and
marketing fees

S W Finding USP

OPPORTUNITIES
Cosmetics industry is growing
O T THREATS
Intense competition
Lipstick review has been popular Changing in customer
behaviours
Development of competitors
MARKETING OBJECTIVE
Increase channel awareness among young women
Attract customers to content of channel and click to buy
Aimed related Index
Views Likes Conversion rate
2000/video 200 1%

CPV
4000VNĐ/video
TIMELINE

Vidseo Content Posted hour Ads hour

1 Lipstick review (p1) 22h 15/3 22h30 15/3

2 Lipstick review (p2) 20h 16/3 X

3 Lipstick sale 23h 16/3 23h30 16/3

4 Lipstick giveaway 14h 17/3 14h30 17/3

5 Trend to promote 17h 17/3 21h 17/3

VIDEO 1
VIDEO 2
VIDEO 3
VIDEO 4
VIDEO 5
Run tool to spam video link on facebook
TikTok Analytics
Metrics of four video

VIdeo 1 VIdeo 2 VIdeo 3 VIdeo 4

Metrics from running ad

VIdeo 1 VIdeo 2 VIdeo 3 VIdeo 4

Video views
 Metrics from running ad
Video views Likes Comments Shares
Video 1 Video 2 Video 3 Video 4 3500

3000

Video views 2900 1400 1200 1100

2500

2000
Likes 418 140 83 104

1500

Comments 2 3 2 7 1000

500

Shares 8 23 5 7
0
Video 1 Video 2 Video 3 Video 4
Metrics no running ad
Video views Likes Comments Shares
Video 1 Video 2 Video 3 Video 4 8000

Video views 4854 2189 1062 322 6000

Likes 1868 1035 387 118

4000

Comments 24 4 13 3
2000

Shares 1006 1002 6 3

0
Video 1 Video 2 Video 3 Video 4
 Total Metrics
Video views Likes Comments Shares
Video 1 Video 2 Video 3 Video 4 12000

10000

Video views 7754 3589 2262 1422

8000

Likes 2286 1175 470 222

6000

4000
Comments 26 7 15 10

2000

Shares 1014 1025 11 10

0
Video 1 Video 2 Video 3 Video 4

=> The higher index when not advertising shows that the marketing
strategy is effective without relying too much on running ads
Total follower:

The group’s TikTok account has increased by 425 followers => the
marketing campaign has helped increase user interest and they want to
follow the group’s page
Total Segmentation:

The group has achieved its target audience of females aged 18-24
Total conversion
Overall view of products: 7.2K
Total click of products: 359
Conversion rate of four video:

VIdeo 1 VIdeo 2 VIdeo 3 VIdeo 4

 PROS CONS
Videos approached over
A video with copyrighted
10.000 views thanks to ads
music cannot be advertised
Related index in reality is
Time for advertising is short
better than the aimed
(4 vids for 3 days)
The results are postitive in
Competitive industry
the end
Effective allocating budget
and time
Lessons
Target Focus on right age, Intersting and eye-catching
gender group with Content videos
Customer right interest Trendy
Focus on trendy, popular and
affordable products
Peak hours 20h-21h

Risk
Avoid inserting copyrighted music
management Avoid posting a lot of vids at the same time
Avoid having photos with a lot of texts (making audience bored and not finish video)
WE THANK
YOU FOR
YOUR TIME