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THE SMALL BUT MIGHTY DIGITAL MARKETING GUIDE

THE EASY WAY TO ADVERTISE ONLINE AND GROW YOUR BUSINESS

PREFACE CPC, CTR, ROAS, CPM, CPA, PPC, CPL... what do they mean? These digital and social media advertising abbreviations get thrown around a lot, but can they add value to your business? Don't worry; we're here to help!

We've created this guide for businesses like yours who are looking to grow by incorporating digital and social media advertising into their marketing efforts.

Let's start with the basics.

To understand the digital and social media advertising landscape, it's essential to understand the broader meaning of advertising and then relate it to digital and social channels.

Investopedia says advertising is "an organised course of action to promote a product or service". Shopify defines advertising as "a marketing tactic involving paying for space to promote a product, service, or cause. The goal of advertising is to reach people most likely to be willing to pay for a company's products or services and entice them to buy." The actual promotional messages are called advertisements, or ads for short.

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Chances are that you've either: w

nailed the digital and social media advertising journey and are winning business over your competitors (if so, why are you still reading this?) Our experience is that fewer than one in ten companies are in this position: or

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seen your competitors using digital media but remain confused about the terms, don't know where to start, and found the whole process too difficult or expensive; or

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tried digital and social media advertising, committed a marketing budget, and made some progress but are struggling to justify the value of your advertising investment.

Don't worry; we've all been there! We guess that most of you want to know how to leverage Facebook, TikTok, LinkedIn, YouTube, Instagram, and Google Ads but don't know how.

In this book, we're going to break this down into simple bite- sized chunks that will help you:

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Understand the different digital and social channels of advertising and which ones are best able to help you meet your objectives.

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Understand the basic terms associated with digital and social ads to empower you to measure the value your investment and its contribution to your business.

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Understand the best practices in using these media; and

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Run your first Facebook campaign

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WHY DO YOU NEED TO ADVERTISE ON DIGITAL AND SOCIAL MEDIA CHANNELS? If you were in business in 1704, you would have been well ahead of the curve if you decided to advertise in a newspaper. The world's oldest print ad was printed in The Boston Newsletter in 1704. It was a real-estate ad for a property on Oyster Bay, Long Island. That's over 300 years ago!! For centuries, print dominated the ad market. Print media attracted attention! Attention is the ability to process information from intentionally selected sources.

But then came broadcast radio and TV, and ad expenditure had to be split across these different channels (or platforms). Unless you've been living under a rock for the past 20 years, you know that digital (e.g., Google) and Social (e.g., Facebook and TikTok) media are now the dominant media channels, while print, radio, and TV are rapidly declining.

It is argued that attention is a finite resource and therefore a valuable commodity. Today's attention is focused on mobile phones, tablets, laptops, and desktops—websites, apps, and experiences fuel today's attention economy.

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QUESTION: WHEN WAS THE LAST TIME YOU LEFT HOME WITHOUT A PHONE? According to Data Reportal, "...the average person spends a total of 6 hours and 55 minutes looking at a screen each day (for internet-connected activities).

And most of this (3 hours and 16 minutes) is spent on mobiles."

Now, this is a huge opportunity to get your message heard. For simplicity's sake, even if we take 6 hours per day of screen-time and assume 8 hours of sleep, we can see that the average person spends almost 40% of their day looking at a screen.

So, that's where the attention is. The attention has evolved from print, radio, and television to digital screens, and that's where the opportunity is.

Let's look at the psychological impacts of advertising. This is important as human psychology and advertising have gone together since advertising was conceived. There's an interesting psychological phenomenon called the “mere-exposure” effect. The mere-exposure effect results in people developing a preference for things that they are familiar with.

The paper "Researching mere exposure effects to advertising: Theoretical foundations and methodological implications" explores how the mereexposure effect, affects advertising effectiveness.

In advertising, a simple repetition of ads unconsciously affects human consumption behaviour. This is critical in advertising, especially if you're trying to build a brand – simple exposure to ads registers them without deliberate processing of human cognition.

Now that we understand something about attention and psychology let's talk about the potential of different advertising and some of the benefits of advertising on digital and social media channels.

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WHAT ARE SOCIAL AND DIGITAL CHANNELS? Digital and Social Media channels include Google Search, Facebook and Instagram Ads (now Meta), YouTube, TikTok, among others. The more time a target customer spends on these channels, the more the channel understands the user and provides relevant advertising messaging and experiences. These digital channels learn about the target customers' preferences using complex Machine Learning algorithms and Artificial Intelligence. YOU simply want YOUR message to reach YOUR target customer. The channel does the heavy lifting to get your message across to your most well-suited (perfect?) target audience. So, by selecting the right channel and optimising the use of their targeting tools, you can reach a hyper-targeted audience. The ability to do this is already built in to these digital and social channels.

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Let’s take Facebook and Instagram ads, for example. Say you’re a new realestate business and you have just launched a website for listings. You want to reach people in a specific location and bring them back to a specific listing on your website. Facebook and Instagram ads are perfect for this! You can create your own target audience profile from scratch. Say the listing is a $5 million house. Your target buyers will have relatively high incomes and probably already live in houses in the suburbs or high-end apartments in the city. You want to engage both females and males and suspect they will have two or more kids. Your target audience will, presumably, have interests in high-value sports such as golf and tennis, and luxury car brands such as Lexus, Mercedes Benz, and so on! Let’s not forget that they also love their watches, expensive wine, etc.

Well, you can create a specific target audience with all the demographics and characteristics identified above. That’s the power of digital and social ads. It allows you a Hyper-Targeted, Cost-Effective Reach.

Imagine trying to reach this specific audience with newspaper or television.

It’s just not possible. And to ultimately get in front of people with the characteristics you are targeting would require a very broad campaign costing at least 10x the digital advertising costs! Not just that, you would never know whether your ads are working, however, with Digital and Social Advertising, you can measure your results.

Successful marketing starts with tracking return on investment. We can measure the ROI of digital and social media advertising using a variety of metrics. You may have heard the expressions - impressions, clicks, clickthrough rate, and conversion rates. We’ll explain these later. Depending on the goals of your campaign, you can decide which metrics to focus on for your measurement.

Let’s look at some more basics before we help you create your first ad campaign.

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WHAT IS THE DIFFERENCE BETWEEN DIGITAL MEDIA AND SOCIAL MEDIA? Digital media can be created, viewed, distributed, modified, listened to, and preserved on a digital electronic device. This includes text, audio, video, and graphics that are transmitted over the internet for viewing or listening to on the internet. In 2020, digital media platforms such as YouTube, Vimeo, Google, Bing and Twitch accounted for a viewership of 27.9 billion hours !

Social media is a computer-based technology that facilitates sharing of ideas, thoughts, and information through virtual networks and communities. Social media is internet-based and gives users fast, electronic communication for content, such as personal information, documents, videos, and photos. Users engage with social media via a computer, tablet, or smartphone via webbased software or applications (or apps). More than 4.5 billion people were regular users of social media as of October 2021. Social media is ubiquitous in America and Europe, but you might be surprised to learn that Asian countries like Indonesia head the list in social media usage.

WHAT ARE SEARCH ADS? Search ads are the advertising that appears at the top and right-hand side of a Google (or Bing) search results page. Advertisers can create text, image, or video ads that appear when someone searches for specific terms on Google.

Ads can be targeted to people based on their interests, their location, and what they've recently searched for.

When you type a word or phrase into Google, you'll see several listings of websites related to what you searched for. These are search ads. They appear at the top and right-hand side of Google search results pages.

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Search ads are based on individual users' search queries. For example, if your ad targets people interested in dogs, your ad will not appear to someone who searches for "cats".

Google search ads are a great way to reach people when they are actively looking for information about your product or service. Advertisers can choose what keywords they want their ads to respond to. Your ad could display differently depending on the keyword that triggers it – so your ad could show up as text, an image, or a video, for example.

WHAT ARE SOCIAL MEDIA ADS? Social media ads are a form of online advertising that uses social networking sites to reach out to potential customers. Facebook (Meta) is the world's largest social media platform, with over 2 billion active users. Ads on Facebook can be targeted to specific users based on their interests, demographics, or behaviours. For example, it is possible to create an ad on Facebook that promotes a new shampoo or kids' book. The ads will appear in the newsfeeds of users who have liked similar products or brands.

Facebook Ads are not just for promoting products and services - they can also be used to generate leads, build email lists, increase followers, and even boost engagement with existing customers.

Ads are created using an ad creation tool within Facebook's Ads Manager application. Ads are usually targeted to specific audiences based on the information provided by advertisers - this means advertisers who do not know their target customers or don't use this information to target them accurately will not get good results from their ads!

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Create your first campaign!

CHOOSE THE RIGHT AD PLATFORM FOR YOUR BUSINESS BASED ON YOUR GOALS. Choosing where to show your ads can be tricky. There are dozens of ad platforms like Google, Facebook, Instagram, TikTok, LinkedIn, and more! We will guide you through the process of developing your first campaign so let's keep it simple and focus on the most prominent platforms that can give you the most bang for your buck and help your business grow – Facebook and Google.

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FACEBOOK ADS (INSTAGRAM ADS) Facebook advertising is one of the most popular ways to drive the acquisition of new customers and engagement with customers in general for businesses around the globe. Facebook Ads is an excellent option for advertisers using Facebook pages, Facebook groups, and Facebook events to display, represent and promote their businesses. Facebook ads let you target Facebook users who have been to your Facebook page, viewed a Facebook group, or interacted with a Facebook event. If your business does not have a Facebook page, perhaps now is the time to consider creating one? Small business owners to large companies with large budgets use Facebook Ads extensively!

Figure 1 - Single Image Ad

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Figure 2 - Video Ad

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Image Source: Facebook

Figure 4 - Carousel Ad

Figure 3 - Experience Ad

Facebook is suitable for both Business-to-Consumer (B2C - selling to consumers) and Business-to-Business (B2B - selling to other businesses).

Facebook's younger audience makes it more effective for businesses like e-commerce retailers (where people shop) or sellers of lifestyle products or services (e.g., beauty products). Conversely, Google ads are a great place to promote the products or services sold by your business. There are other platforms out there that can be just as effective as Facebook or Google! For example, TikTok is ideal for businesses targeting a younger audience with B2C brands.

Facebook Ads come in several formats - as shown below - carousel, images, videos, and Facebook Live. We’ll discuss formats a bit later to find you the perfect fit! If you have an Instagram page, you can connect your Instagram page and your Facebook page together and advertise across both simultaneously.

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GOOGLE ADS Google Ads are great for advertisers looking to drive traffic and increase brand awareness and conversions. Google Ads work by showing your ad to people browsing the web with Google and searching keywords that match yours.

Google Ads can be used across many devices, including phones, tablets, and computers.

Google's broad audience makes it better for businesses looking to target broader audiences with more general characteristics. Google Ads have several formats, like ads, sponsored products, app extensions, and more.

A GENERAL RULE OF THUMB____________________________ Facebook and Instagram ads work best for low-cost products and to increase your brand awareness through creative storytelling.

On the other hand, Google Ads are more intent-based and work best to attract website traffic, generate leads and get new customers.

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CHOOSE THE RIGHT OBJECTIVES Once you have made the decision to dive into digital and social advertising, you need to consider the objectives of your ad campaign. There are typically three main possible objectives -

1. Increase Brand Awareness Brand awareness is the most common objective.

Ads to promote events, product launches, new services, and to raise brand profile. Awareness results from increasing your business's exposure and making it more visible on social media networks.

Brand awareness can be developed by developing a robust online presence that drives potential customers to your business. These customers are people who may previously never have heard of you. Or they may be new prospects looking for products or services in their area.

Three more things to consider when your objective is to increase brand awareness.

Firstly, your ads must be creative and exciting – people will only stop and notice if your ad stands out from the rest.

Secondly, you need to ensure that your target audience is accurately targeted.

Branding campaigns work best when there's a specific group of people you're targeting, so make sure that the demographics for your ads are correct.

Thirdly, it's imperative that you continuously measure and track results to see how successfully your campaign is performing.

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2. Send Traffic to Your Website Another common objective is to increase website traffic. This could be through ads that drive people to open your website or gets them to click on a link. The aim is to increase the number of visitors who visit your site.

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Make sure your website is optimised for your ads and is easy to navigate.

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Use effective keywords in your ads that people are likely to search for.

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Produce interesting, engaging ad content that people will want to read and / or watch.

3. Choose Right Formats There are plenty of ad formats that you can choose from. These include Carousels, Images, Keywords, Display ads, search ads, and more! We've simplified it for you. You can choose from our list of ad formats for your next campaign. Here are the most popular formats.

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Video Ad Format: Video ads are a great way to engage consumers and drive brand recall. In fact, according to Forbes, 80% of millennials prefer video content over other forms of media!

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Image Ad Format: Images are a great way to capture your audience's attention. They're also perfect for retargeting ! According to studies, image ads have an interaction rate five times higher than other ad formats.

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Keyword Ad Format: With the help of Google AdWords, you can place your ad in front of the right people at the right time. Keyword ads are perfect for driving traffic to your website!

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In conclusion, there are a variety of ad formats to choose from. It all depends on your goals, the resources you have available, and what you're hoping to achieve.

RULE OF THUMB_________ Our rule of thumb is that video ads are great for engagement, image ads are perfect for targeting a specific audience on Facebook/Instagram, and keyword ads are ideal for driving traffic to your website.

Choose the ad format that's right for you!

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Video length: Keep your video under 30 seconds

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Video thumbnail: Make sure your image is clear and grabs attention

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Video file size: Keep the file size below 50MB for best performance, but keep in mind that it will depend on the device they are watching the ad on

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Keyword relevance: Use keywords that are relevant to your business. This will help you target the right people

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Images: use attractive images with eye-catching colours that stop the users from scrolling

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REACHING THE RIGHT AUDIENCE When you create a digital ad campaign, it is essential to make sure that you are targeting the audience who will most likely be interested in your product or service. This might seem like common sense; however, many companies make the mistake of targeting their audience without considering their customers' wants and needs. We want to offer you some tips on how to build an audience for your digital ad campaign that will help increase ROI and generate more revenue!

Start by identifying the audience you want to target. What kind of people are they? Where do they live? When do they like to shop for your product or service online and in-person? Is there a specific age group, income level, or gender that is more likely than others to purchase what you're selling? If you know these things, it's time to create your audience.

Build a profile for each audience member. Start with the most accessible audience—those who have purchased from you or are already fans of your brand on social media. Then move towards building an audience that might need more convincing about your offer. Or those who may only be browsing for now. Create audience profiles that are clear and concise. Ensure you can define the characteristics that enable you to target them with digital ads effectively. Then test your audience until you find the profile that works for your business!

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CHOOSING THE RIGHT BUDGET FOR YOUR AD CAMPAIGN "You should budget [$5,000] for your next ad campaign" We often hear this mantra – and most businesses dread hearing it. It's a lot of money, it's hard to know where to start, and you have no confidence that you will realise a return on this investment. Luckily, we have some tips on how you can choose the right budget for your next ad campaign and how to optimise it!

Before you can budget for a new ad campaign, you'll need to consider your targets. Who are you trying to reach? Unless you know this, you won't be able to determine how much you need to spend. You don't want to budget too little and not reach your desired audience, but budgeting too much could lead to wasted expenditure.

Next, you'll need to consider what kind of ad experience your target audience is looking for. If they're interested in a video ad, you'll need to budget more than if you were planning on running an image-based social media campaign.

Finally, we recommend creating a budget that allows for some flexibility. You may need to adjust your budget as the campaign progresses based on the performance of the campaign. Having some room to make changes is always recommended.

Following these tips, you can create a budget to help your ad campaign succeed!

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RULE OF THUMB_______________________________________ Our rule of thumb for budgeting is:

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Start small. Digital and social ads are incredibly flexible. Create lots of ads with small budgets. Test out many creatives, audiences, budgets, tag lines, and copy. See what works and adjust the budget and targets along the way. You can go as low as $20 and as high as you can imagine, so invest wisely.

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The more popular the platform and the more specific your audience, the more budget you will need . For example, reaching a more hyper-targeted audience such as a “female vintage car enthusiast living in a Sydney” will always be more expensive than a “car enthusiast living in Australia” audience category.

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Allocate more budget to things that are working. Use the 95-5 rule where you can allocate 5% of your budget to try out new and experimental strategies with your targeting, audience creation, and more.

If it works, scale it up and invest the balance; if it doesn't, you can always cut it out.

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There's always a debate on how much you should spend on advertising. Five percent of your revenue as an ad budget is a good starting point. However, it is important to consider your Gross margin. If you have high gross margins (50% and above) you can aim for 5% of revenue. Similarly, if your gross margin is less than 50% you can adjust your budget accordingly. If you want to grow aggressively, we recommend you scale it up to 10%. Having said that, always make increases in small increments.

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MONITORING CAMPAIGN PERFORMANCE You have put a lot of time and money into your ad campaign. You are now wondering how to measure its performance. Brand awareness, traffic, and conversion rates are the all-important metrics you should monitor. While there are a huge number of metrics available on social and digital channels, they are often difficult to understand. This is where a mobile app like OneTap can be very handy. OneTap simplifies digital ads and all the measurement metrics for your ads in an easy-to-understand format. You should be paying attention to them as you start analysing the performance of your advertising efforts.

METRIC # ONE: BRAND AWARENESS When measuring brand awareness, you should look at how many people you have reached. You will hear metrics like Reach, Impressions, and Views.

(We’ve defined these in the definitions section of this book) . You want to ensure that people know your product or service and understand what you offer. Brand awareness is the simplest to measure w

Brand recognition - how well do people remember you?

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Brand recall - do they know what your product/service does? Facebook and Google do the heavy lifting for you, and you can simply see how the numbers stack up.

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METHOD # TWO: TRAFFIC You want to ensure you are driving quality traffic to your website and that people engage with your content. Here are a few ways to measure traffic: w

Unique visitors - how many different people visit your site?

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Pageviews - how many pages do they view while on your site?

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Bounce rate - what percentage of people leave your site after viewing only one page?

METHOD # THREE: CONVERSION RATE The goal of any ad campaign is to identify leads and then convert leads into customers. Measuring the conversion rate is essential in determining the success of your campaign. Here are a few ways to track conversions: w

Goal conversion - how many people reached the goal you set? The goal might usually be filling in a form or making a phone call directly from a Google Ad!

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Lead registration - what percentage of leads submit a lead form on your website?

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RULE OF THUMB_______________________________________ Our rule of thumb for measuring campaign success is: Focus on the essential metrics. For example, for Brand Awareness, you want to see how many times your ad has been served and potentially how many views your video has generated. For traffic, you want to see how many people clicked on the ad and how many people were driven to the website because of those clicks. You should measure actions like how many forms are filled or phone calls your ads generated for conversions.

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Choose the right objectives

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Choose the right audience

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Choose the right ad format(s)

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Choose the right budget

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Choose the right metrics

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Step by Step Guide to Creating your First Facebook Campaign We’ve discussed the fundamental concepts behind creating a digital marketing campaign in the previous sections. Now let’s dive deeper and create a Facebook Ads campaign step by step.

Let’s assume a few things first to get the most out of this exercise. First, we must establish who you are and why you want to create an ad.

Let’s say you’re a dentist based in Sydney’s eastern suburbs. You have just launched a new video to showcase your practice’s capabilities and have uploaded this to your website. You now want more people to go to your website to see your video. Lett’s see how you can achieve this with Facebook Ads. The first step is to create a Facebook account and set up a Facebook Page for your business. And if you don’t have one, create one. We won’t show you how to do this – it is really, easy!

Your Facebook Page is your control hub. Facebook allows you to control ad creation from this page in two ways. You can either use Facebook Ad Manager or you can do it directly from your Facebook page. We’ve created a third way that is even simpler. We’ve developed a mobile app for businesses like yours that simplifies digital and social media advertising. It’s called OneTap. You can create an ad campaign in minutes and monitor its performance on your

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mobile phone. If you want, go to the Google play store or the Apple apps store and download the app. It will guide you through every step.

If you don’t want to download OneTap yet, let’s set up the ad using your Facebook Page. You could also do this with Facebook Ad Manager but it is more complex (thought it does have some features that you can’t get from your Facebook Page). –Let’s get started…

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Click create ad button to start your first ad on Facebook

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You can choose to create automated ads. These are easier to make, but you will have less control over them since the targeting, budget allocation, and duration are recommended by Facebook’s algorithm. We recommend that you create a new ad from scratch to have more control over your ad.

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3.

Choose your goal. Click on change to change your plan and choose your campaign objective manually.

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Click on get more visitors so you can add your URL and drive people to your new video series on your website.

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Let’s write up an exciting ad description for our dental practice. Here are a few tips: a. b. c. d.

Start with an engaging question Use bullet points Use friendly language. Remember Facebook is a social media platform.

Use friendly emojis

We’ve written up one for you!

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Click select media to add your image or video. We recommend images and videos that are enticing, mysterious, or visually appealing. We’ve chosen one for you that you’ll be able to see in the final ad preview section.

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You only have 25 characters, so choose the headline carefully.

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Next is the button label. This is your call to action and is an important step.

We’ve chosen the “Learn more” option here as we want to invite people to check out the website.

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Next is choosing your landing page URL. This is where you want your ad to go.

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The next step is probably one of the most critical steps for creating any ad campaign. We recommend that you try to create your ideal customer in as much detail as possible and then translate it to Facebook’s audience creator. You may have to experiment with 3-4 different sets of audiences.

Let’s start with the audience’s gender and age. Since it’s a dental practice, we’ll assume that there’s a 50-50 split between males and females. Think about the target audience you want to encourage to visit your dental clinic.

Let’s assume that 18-50 is your target audience as you specialise in teeth whitening and more cosmetic procedures for dental practices. Choose the right age for your audience.

Say you wanted to target people for the dental practice in Sydney’s Eastern Suburbs; you can click the “Drop pin option,” you can then choose how wide you want the targeting to be. Move the slider to increase the targeted area.

Remember, the tighter the targeting, the harder it gets to reach people. So campaign costs are higher than a generic targeted option.

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This is a dance between reach and cost, so ensure you experiment with 3-4 audiences to find your perfect sweet spot. We then go into detailed targeting and add the characteristics we best associate with our ideal audience.

We recommend that you think deeply about your audience's interests, financial status, and habits and see how you can bring some of those elements into the audience creation.

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For example, if you’re targeting high-end clients in your dental practice, you can consider their interests. High-end clients are typically involved in high-end sports such as Golf and Tennis. They are involved in luxury car brands such as BMW, Mercedes Benz, and Audi. Ensure you’re targeting health, fitness, and beauty categories, as these are closely related to your dental practice. Think about how your potential patients are using Facebook to find things.

10. Finally, click save audience to save your audience creation. Once the audience is saved, you can always access it for ads you create in the future, which will save much time.

11. The final part of the puzzle is to choose the duration and the budget for this ad.

This can get a bit overwhelming. However, we’re here to help.

Remember our rule of thumb in the previous section where we said to start small and then scale.

You may say that’s all okay, but how are you going to determine if the campaign is successful?

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One of the quickest ways is to Google the term “Facebook Ads Benchmarks” and find your relevant industry. You can click here to find your industry benchmarks.

You want to see two things for this type of campaign Cost per Click* and Click Through Rate*. *(see definitions in the next section) If your cost per click is less than your industry benchmark, you’re doing okay!

If it’s more, then you need to adjust the targeting, creative, ad copy, or budget.

Same for the click- through rate. The higher your click-through rate, the better your campaign performs for your committed investment.

Once again, start small, adjust, and see how your campaign is doing over 6-7 days, then re-adjust.

12. Click Promote Now, and we’re good to go!

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Here’s the final preview of the Facebook ad that’ll be advertised to your target audience. Please note that the content in the ad, including the logo, text, copy, and call to action in the mock-up, will change as per your inputs.

Image source: Facebook

You've just created your first Facebook Ad campaign. With a bit of practice and patience, we're sure that you'll be able to get started with Facebook ads and run successful Facebook ad campaigns.

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… BUT WAIT THERE’S MORE… There is some bad news…... Like any other business, Facebook would like you to spend ALL your ad budget with them. But not all your potential customers use Facebook, and not all will respond to your ad campaign. Not just that, as your digital advertising becomes more sophisticated, you may want to run multiple ads on multiple platforms to meet various objectives.

This gets confusing and messy quite quickly. Tracking and measuring results, campaign splits, different budgets, objectives, and channels can be an issue, especially if you’re new to digital advertising. Each platform uses various metrics and terminology. So, how can you compare the effectiveness of your $40 Facebook ad with your $75 Google Ads campaign?

We’re happy to say we have done the heavy lifting for you. We’ve created an easy-to-use mobile application called OneTap. With OneTap, you can run different advertising campaigns across various channels such as Facebook Ads, Google Ads, and More! Straight from your mobile phone.

With OneTap, you can w

Create campaigns on your favourite channels without leaving the app.

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Get recommendations and built-in strategies to get the best ad campaign results.

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Get real-time reports on the fly like monthly, weekly, or even daily.

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Measure real impact on your business.

If you have found this helpful or if you want some further help, you can reach out to us at info@OneTapSocial.com or visit our website OneTapSocial.com

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DEFINITIONS - METRICS Cost Per Click (CPC) stands for Cost Per Click. It's a method that websites use to determine the average times an advertiser has clicked on the relevant ad.

Click-Through Rate (CTR) - Click-through rate is a calculated metric that measures the ratio of users who click on a specific link to the total number of users who view the page, email, advertisement, etc.

Cost per thousand (CPM) is a marketing term used to denote the price of 1,000 advertisement impressions on one web page. If a publisher charges $7.00 CPM, that means an advertiser must pay $7.00 for every 1,000 impressions of its ad.

Impressions - Impressions are the number of times your content is displayed, or your ad is served. Think of reach as the number of unique people who see your content.

Video Views - How many times has a video been watched?

15-second view - How many times has a video been watched for at least 15 seconds?

Cost Per Call - How much are you spending to get a single call because of utilising ads?

Conversion Rate - Conversion rate is defined as the number of visitors to a website that completes the desired goal (a conversion) out of the total number of visitors.

Frequency - the average number of times that each person saw your ad.

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