MM 302 -Digital & Social Media

Marketing

Lec
ture
: 14
 e s o urc e s
D M C – R t io n
Ex e cu
for

 Agency Teams

 Digital Marketing Firms

 In-house Campaign Management Teams

 Product Support Teams

 Outsourced Teams
 T he
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 gn Pl anning
I.Campai tivities
- Key Ac
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 Bu d geting
I. Ca m p a ig n
I te rs
P oi n
– Key

 Deciding on the spend

 Bid/Quote Analysis

 Expected reach/ leads / Conversions

 u c t ion
eA
Pric
First
 e Auction
co nd P r ic
Se
 F l oor s
Price
Hard Price Floor
A hard price floor is the minimum price the publisher will accept
for the impressions the ad exchanges. Bids that are below this
minimum price are simply discarded. This means sellers will not
take any bids below the hard price floor.

Soft Price Floor

Since bidders may not necessarily know what the hard floor is,
the concept of a soft price floor was implemented to “catch” the
offers that fall only slightly below the hard floor and would
otherwise get rejected with no yield for the publisher.
 i r s t- P r ice
What F ea n for the
M
Auctions
dve rt is e r
A
While the first-price auction seems to be the more transparent option (there
are no floor mechanisms or hidden fees), it offers few real benefits for the
advertiser.
 Truthful bidding in this model (i.e. bidding the real value of the impression)
may, in fact, not only be much more challenging, but also more expensive.
 There is a risk of overpaying for impressions.
The workings of the first-price auctions make sense economically only when
the buyer knows the fair market value of the impressions they are bidding on,
and understands the mechanics of hard- and soft-floor mechanisms.
Investment in technology required that will specifically adapt to the rules of
every auction.
 F ir s t-P rice
What an for the
u ct io ns Me
A
Publisher

Maximizes
the
publisher’s
yield
 n S e t up
. C amp aig
III c t ivit ies
– Key A

i. Target list Creation –

(a) List of pre-qualified leads
(b) Present Customers
(c) New Prospect type identification
ii. Channel specific Research
iii. Develop targeting parameters
iv. Designing Communication and Landing Pages
v. Request and confirm placements
vi. Pre-launch testing
vii. Developing the Campaign Calendar
viii. Launch Approval
 L aunc h
C amp aign
IV.

(a)Campaign Go-Live Activities

i. Search Campaign Go -Live
ii. Display Campaign Go - Live

(b) Campaign trafficking

 M o n i toring
. Ca m pa ig n
V vit ies
ac ti
– Key

a) Campaign tracking:
 Campaign Delivery
 Ad unit accuracy
 Creative size, format and functionality
 Targeting QA
b) Data Monitoring
c) Managing Metrics
d) Building Reports and dashboards
e) Performance measurement.
 aig n Fin e
VI. Camp
Tuning

 Measuring campaign variance

 Optimizing the campaigns

 C a m p a ign
VII. ion
o nc il i at
Rec

a)Post Campaign activities

b)Make – goods management

c)Billing and invoicing

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