360 Integrated Digital Marketing Social Media PPC Ad Campaigns* 1. Digital Ads
Social Media Ads
*Not inclusive of advertising budget & has to be added on separately.
2
1
Branding
360 Digital Marketing Overview
SEO & SEM Click to Learn: SEO & Analytics
1. Mobile Responsive Digital Marketing Campaigns
Cross-Channel selling, we support your Social Media selling.
6 Digital Click to Learn: Email Marketing
1. EDMs– Email Marketing 2. E-Commerce Store
5
3
1. Brand focused Marketing campaigns. 2. Press Releases & Offline Marketing campaigns. 3. E-Commerce focused Marketing campaigns.
4 Flow Chart 1. Detailed Flow Chart of integrated 360 Digital Marketing process.
PPC AD CAMPAIGNS - DIGITAL ADVERTISING AN OVERVIEW ON DIGITAL ADVERTISING
Your Advertising Money
Your Advertising Money Phase 1 Recommendation Millions of websites
How PPC Ads Work – Highlights – Phase 1 Social Media advertising is similar, using AI. Google uses its advertising AI & pushes your ad to users across these platforms.
E-COMMERCE FUNNEL PROCESS AN OVERVIEW ON DIGITAL ADVERTISING QUALIFIED LEADS
LANDING VISITORS
Objective: Website Conversion
Objective: Website conversion
Conversion Event: Landing PageVisiting
ConversionEvent: Product Visiting
PRODUCT VISITORS
Objective: ProductCatalogue (multi-product) ConversionEvent: Add to Cart
BASKET VISITORS
Objective: Product Catalogue (single product)) Conversion Event: Purchase
CLIENTS
Objective: Product Catalogue (crossselling) Conversion Event: Purchase OPTIMIZE FOR ACTION (IF WCA < 100K = CPM)
OPTIMIZE FOR ACTION (IF WCA < 100K = CPM) OPTIMIZE FOR ACTION (IF WCA < 100K = CPM) OPTIMIZE FOR ACTION (IF AUDIENCE <100K = OPTIMIZE FOR IMPRESSIONS) OPTIMIZE FOR ACTION AWARNESS
CONSIDERATION
PREFERENCE Facebook Ad Funnel Components – Bidding
Bidding & Ad type
PURCHASE
LOYALTY
SUMMARY: E-COMMERCE + PPC CAMPAIGNS
CONVERSION FUNNEL CAMPAIGN OBJECTIVE
AD SET
ADSET 1
AWARENESS Campaign 1: Website Conversions.
Campaign 2: Website Conversions.
ADSET 3
Exclude lookalike 9% and 2%
ADSET 3 ADSET 1
PREFEENCE
Campaign 3: Product Catalogue for FB.
Lookalike 9%, Exclude Lookalike 2%
ADSET 2
ADSET 2
Lookalike 10%,
Landing Visitors WCA (30-days duration) Excluding product visitors, basket visitors and clients
Product Visitors WCA (30-days duration) Exclude basket visitors and clients
ADSET 3 ADSET 1 Campaign 4: Product Catalogue for FB.
PURCHASE
ADSET 2
Add to Cart WCA (duration 60 days) Exclude basket visitors and clients
ADSET 3 ADSET 1 Campaign 5: Product Catalogue for FB.
LOYALTY
ADSET 2 ADSET 3
OPTIMIZATION
Lookalike 2%
ADSET 2
ADSET 1
CONSIDERATION
TARGETING
Clients WCA (15 days after purchase, 90 days duration)
PLACEMENT
CREATIVE
FB + IG + Audience Network
2-3 creatives per ad set.
Conversions: Landing View Content
FB + IG + Audience Network
Conversions: Product View Content
FB Newsfeed Desktop
*Unique Daily Reach or Impression if audience is <100K
FB + IG + Audience Network
FB Newsfeed Mobile + Audience Network IG
Conversions: Add to Cart
FB Newsfeed Desktop
*Unique Daily Reach or Impression if audience is <100K
FB Newsfeed Mobile
Conversions: Purchase
FB Newsfeed Desktop
*Unique Daily Reach or Impression if audience is <100K
Conversions: Purchase *Unique Daily Reach or Impression if audience is <100K
Carousel ads /Video Carousel ads / Canvas
BUDGET
30% of overallad spend
2-3 creatives per ad set. Carousel ads / Video Carousel ads
Product Feed (Multi Product Layout)
15% of overallad spend
20% of overallad spend
FB Right Column
FB Newsfeed Mobile
Product Feed (Single Product Layout)
15% of overallad spend
FB Right Column FB Newsfeed Desktop FB Newsfeed Mobile FB Right Column
Product Feed (Multi Product Layout + Cross-selling/ Up-selling Setup)
20% of overallad spend
* Instagram for levels 3, 4, 5 can be run with Website Conversion separate campaigns as DPA are not available for this placement yet, use Carousel Ads instead. * If ads are underdelivering, Re-allocate ad-dollars to Level 1 to feed the funnel. *This is not a one-size fits all business. * Re-allocate ad-dollars to placement ad sets with higher ROI." This is an standard structure to guide you
E-COMMERCE KPIS AN OVERVIEW ON DIGITAL ADVERTISING
ECOMM VARIABLES IMPACTING Facebook Ad Performance
Ecomm KPIS
Ecomm Variables
Ad Variables
Ad KPIS
Market
Targeting
CPM
Pricing Business Margins Product LifeCycle Purchase Frequency Product Catalog Size
Budget Bidding Placement Creative
E
very online business has it’s own components which will more or less influence it’s Facebook advertising performance.Although all of them are variables on the business side, many of them must remain stagnant due to their importance in the business model. However, it is important to understand their relation to ad metrics. Let’s take a look at some of them in detail:
ROAS
Return On Ad Spent
CTR CAC CPA CR Frequency Relevance Score
Customer Acquisition Cost LTV
Customer (Life Time Value) AOV
Average Order Value
Delivery Sales Figures
CONTENT MARKETING STRATEGY AN OVERVIEW ON SOCIAL MEDIA STRATEGY INTEGRATED WITH DIGITAL MARKETING
Social Media Goal Highlights When determining the the role of Social Media, we support our partners in 4 areas.
Goals & Objectives
1
The more specific goals and objectives, It will easier to clearly see what the campaign need to accomplish. Measurable, attainable, relevant, and time-bound.
Split Testing Ads
2
Facebook ad strategy where two elements of a marketing campaign are tested against each other to analyze which one can deliver the best results. A good split test can result in huge ROI improvements. Variable Test: Audience Targeting, Call To Action, Images, Texts, Element Position.
3
Cross Sell & Targeting
Creative graphic that incrase value proposition and a single call to action. With ad purpose is capturing audience attention and ability to encourage them. 4 Components ads: Visual, Relevant, enticing value proposition, CTA.
Conversion Rate
4
Get people to take action on social media through social selling. Increase sales transaction, define the action, and encourage people to visit the E-Shop. 72% of marketers sell across more than 1 social platform for various marketing campaigns or brands.
Digital Marketing & E-Commerce • • • •
Digital Marketing Support E-Commerce Store Support Connect with customers quickly and transparently Cross-Channel Selling, Facebook, Instagram
PPC AD CAMPAIGNS - DIGITAL ADVERTISING AN OVERVIEW ON DIGITAL ADVERTISING
PPC AD CAMPAIGNS - DIGITAL ADVERTISING AN OVERVIEW ON DIGITAL ADVERTISING
1. PPC AD CAMPAIGNS – DIGITAL ADVERTISING 4/4* AN OVERVIEW ON DIGITAL ADVERTISING
Ad Experiment A: est. • Ad Group 1 • Keyword A • 2 Weeks • 3 Clicks ~ $3.45++ • 100 Clicks / est. $100++ • After 2 weeks, evaluate • Test Sales, Promo & Marketing mechanics
Test Ad Experiments & Observe Findings
Ad Experiment B: est. • Ad Group 2 • Keyword B • After 2 Weeks • 3 Clicks ~ +$4.00++ • 100 Clicks / est. $140++ • After 3 weeks>, re-evaluate • Test different set of Sales, Promo & Marketing mechanics
Refine Methods on Best Ad Experiment & Test Again
Social Media Advertising Placement Identify Campaign
Facebook provides a choice of several campaign goals. Specific goals will make it easier to identify what needs to be accomplished.
Precise Ad Management For You …
Know Campaign Audience
Understanding audience, including information about the of geography, demographics, psychographic and more.
Report & Evaluation
A comprehensive view of the campaign performance on Facebook, Instagram and Audience Network.
Campaign Creation & Testing
Create a split campaign for each destination. Manage the ad set base on audience. Bids for campaign objectives.
SOCIAL MEDIA STRATEGY SUMMARY OF OUR SOCIAL MEDIA STRATEGY – 6 FEATURES
1
2
3
4
Content Creation
FB Page Setup Optimization
Engagement Pattern Analysis
Content Promotions
Good content is important for Facebook engagement. We offer a comprehensive content library for all our partners
We customized content based on keyword research.
Analyze which posts are working well to get engagement.
Get more exposure for your content post. We can assist in this area by sharing or direct selling on our Facebook & Instagram
6 Video Views Promote videos to raise awareness about our brands or products. We are also a YouTube Partner
What we can offer to our partners: 360 Integrated Digital & Social Media Marketing Commitment
5 Audience Targeting and Segmentation To get better brand position to target specific customer's needs and desire.
EDMS EMAIL MARKETING AN OVERVIEW OF OUR CAPABILITIES
SEO - CONSUMER MAPPING THROUGH ANALYTICS AN OVERVIEW ON HOW CONSUMERS WILL BE CLASSIFIED:
Examining data analytics with data protection measures, we keep consumer data secure.
DIGITAL MARKETING MIND MAP AN OVERVIEW OF OUR CAPABILITIES
Visuals
Brand
Content
Digital
Affiliates
Physical Products
Digital Marketing Strategy
E-Books
E-Commerce Main Sites
Retail Store Products
Digital IP Digital Products
Metro Social Media
Email Marketing Mobile Blogs
Client Acquisitions
Customer Acquisitions
Apps Social Media
Hosting & Systems
Analytics
Server Support
Animation Pipeline
Data Protection
Integration
Digital Systems
Integration SPK Pass
Agile Market Change Acquire Trade Knowledge
Business Intelligence
Admin
Monitoring Project Management Marketing Automation CMS
Digital Growth & Support IT Support
E-Commerce
Operations
Reporting B2B B2C
Marketing Collaterals
Accounting
Performance
Implementation
Content Marketing
Email Marketing
Branding Strategy
SEO, SEM
Social Media
Service Work
Multi Channel
Product & Service Innovation
Web
PPC Advertising
Other Digital Products
Digital Advertising
Interactive
Legal HR Benchmarking
R&D Innovation Continuous Integration
CRM