Paid campaigns (PPC/Performance Marketing) are advertisements businesses run on platforms like Google, Meta, and social media to quickly grow their business. The conversion funnel consists of three stages: Awareness (reaching potential customers through platforms like Meta and YouTube), Consideration (building interest through engagement metrics like clicks and landing page views), and Action (converting users through sales or lead generation). Key metrics include Impression (number of times ad is shown), Reach (unique users who saw the ad), Click-Through Rate (CTR = clicks/impressions × 100), Cost Per Click (CPC), Conversion Rate, and Return on Ad Spend (ROAS = revenue/spend). Understanding these metrics helps marketers optimize campaigns for better ROI by analyzing which platforms, audiences, and creatives perform best at each funnel stage.
Digital Marketing Strategy Full Course 2026 [FREE] | Digital Marketing Strategy Course | SimplilearnAjouté :
Every time you see an ad on Google, Instagram, YouTube, or a shopping website, there's a paid campaign working behind the scenes. But here is the real question. Is that ad only getting clicks? Or is it actually bringing results? Because in digital marketing, running ads is not enough. Businesses need to know which ads are working, which audience are responding and how much each lead or sale is costing and whether the money spent on campaigns is actually giving a good return. And that is where paid campaign strategy comes in. Hey everyone, welcome back to SimplyLearn's YouTube channel. In this course on strategies for paid marketing campaigns, we will learn how paid marketing campaigns are planned, optimized, tracked, and improved to get better results from every marketing budget. We'll start understanding the basics of digital marketing campaigns and how the conversion funnel works.
Then we'll be exploring important campaign metrics like click-through rates, viewthrough rate, conversion rate, cost per conversion, cost per lead, and return on investment. And after that, we'll also move into landing page analysis and optimization. Because even if your ad is perfect, the final decision often happens on the website.
Next, we'll be looking at advanced paid campaign concepts like dynamic ads, remarketing, bidding strategies, ad spend control, and average cost per lead. We'll be also covering tracking attribution where you'll be learning how to use tracking parameters like source, medium, and campaign terms to understand where your traffic is coming from. Then, we'll move into Google Ads and keyword research. You'll be learning how to find keywords using Google ads, how to build keyword list, how to analyze search intent, and how AI tools like Chat GPT can help filter and improve keyword ideas faster. We'll also be exploring different ad types and targeting methods including collection ads for e-commerce brands and location based targeting where marketers can include or exclude specific areas, cities, pin codes to reach the right audience. Towards the end, we'll focus on budgeting and campaign analysis. You'll be learning how to divide marketing budgets across proven platforms like Google search, meta, also while keeping some budget for testing new channels. And by the end of this course, you'll have a very clear understanding of how paid campaigns work, how to track campaign performance, how to optimize landing pages, and how to manage budgets, and most importantly, how to improve ROI from digital marketing campaigns. Also, if you want to become a digital marketer, I highly recommend you checking out this AI powered digital marketing certificate program from SPG School of Global Management and Simply Law. This is a 5-month online course that will teach you everything you need to know about modern digital marketing and it's designed specifically for the AI era we are living in right now. The best part is you'll be learning how to use AI tools like charg, canvas, seamish long with 50 plus marketing tools that companies are actually using today. Now, this isn't just theory. You'll be getting live interactive classes with real professors from SPG and Global.
Work on seven hands-on project and mentor support and study over 15 real world case studies. The course covers everything from SEO, social media marketing to email campaigns, analytics, and automation. What really makes this course stand out is that you'll be getting free meta and Google ad credits so you can practice well. You can also run actual campaigns and see real results. Plus they have job assist the career support program that will help you optimize your profile, prepare for interviews and also connect with top hiring companies. So what are you waiting for? Hurry up and enroll now.
The course thing is mentioned below. Now before we get started, here's a quick quiz question for you. Which metric helps us understand whether a paid campaign is actually giving profit, number of impressions, return on investment, number of hashtags or page color. Let me know your answers in the comment section below. So yes, you will I will show you the platform. How does that look after? How how does the platform look like? uh how does a dashboard look like? So we will go through that as well. But because today's our first session, we'll first clear all the basics. Okay. So what exactly is paid campaign or paid marketing? Okay. So there are very uh you know how should I say in digital marketing? There are many terminologies for this particular part of digital marketing which we call as paid campaign. What I'll do is I'll open my word doc as well along with it. So we can make some quick uh you know short notes. So now paid campaigns guys we call I mean either you can call them paid campaigns you can call them PPC you can also call them performance marketing okay I mean people use different terminologies but basically what exactly is this wherever you see some ads running okay where I mean you see some ads you know when you when you're watching some video on YouTube you see some ads that pop up which you can skip sometime you can't skip uh when you're scrolling on Instagram you'll come across a lot of um post again that which you can skip which you can't skip uh like at least you'll have to go through it so all the ads that you see on different platform whether it's YouTube whether it's Instagram whether it's Google whether it's Amazon all of them are part of performance marketing or paid campaigns so the person who works under this department are those who run ads on all of this platform okay so I mean see guys you don't have to mug up the terminologies even if you understand what it means and if you if you even if you explain things in your own word that is very fine and at least in this industry no one expect you to mug up things okay you should just know the concept and explain it in your own words that would work okay so when I talk about paid campaign or performance marketing or PPC it's nothing but all the ads that you see running okay and you might see everywhere okay with respect to the online media out there Okay. Now this is one of the most how should I say right now if I have to talk um this department is one of the most highest paying department and one of the most growing department. Why is that so?
Because this is the only way for a business to quickly grow like if any business want to grow quickly uh one of the way they can do it is with the help of performance marketing. Okay. So like we have social media organic where you do some posting on social media. It won't grow your business very quickly ideally. You have SEO where you try to rank your website uh organically on the search engine. Even that would take time but performance marketing is that department or paid campaign is that part where you can quickly grow your business. You can run some ads. The person will see the ads. They'll click on it. if they're interested they will get converted and hence you would see nowadays lot of openings coming for performance marketing performance marketing has been popular before covid as well but postcoid people understood the importance of online marketing and all right so uh I have like I kind of vouch for this particular department because as I said one of the way people will keep on doing performance marketing is that's the one of the quickest way to grow your business okay uh no nonsense I'm not talking about awareness and all of that Yes, it will help you with awareness and all as well with this but with overall with respect to business whether you want to do awareness whether you want some leads whether you want some sales this is one of the quickest way to do it. Okay. So hence brands spend lot of money on it or if you would go to any startup okay you would see brand when they talk marketing it's digital marketing like let's say it's 90 8020 80 digital 20 offline and even in that 80% of digital your 70% is performance marketing 10% they might be doing some social and SEO correct so that's the importance of performance marketing uh uh with respect to the department how much does the department pay uh as I said this is one of the highest paying department um I've known for the last 7 years if you're working with SO department if you're working with social media I still think this department pays you really great because as I said uh you are growing their business right so the client are happy to pay those people who are providing this kind of services I know many people who do performance marketing on revenue sharing basis revenue sharing basis is like um let's say you guys approach me that ma'am we want to run performance marketing for our business so I would say yes I'll help you with the service you don't give me any exact charges you give me based on how much product I'm able to sell out for you guys so for each product I might take some revenue share and uh you know there are people who are earning in this way so I like not necessarily you have to do job guys you can do uh freelancing and when I say freelancing as I said there are many different ways people are doing freelancing the people who are taking fixed service charges there are people who are doing on revenue sharing basis as I said after the time after one time when you get an experience you can do consulting as well okay uh where you get paid on hourly basis on based on what kind of recommendations that you're giving you don't have to ideally execute it but you're just consulting them so uh this is how this particular department looks like okay now when I okay there are no questions so far now when I talk about what all platforms are part of performance marketing. It starts with the first one is search engine. Okay. So you need to know Google ads. Okay. The most popular is Google ads under search engine. Apart from that yes you have Bing ads, you have Yahoo ads etc etc etc. Then you have social media as well. So because social media is divided into two part.
This one is paid part of social media.
So you have meta ads. Okay, meta ads is nothing but running ad on Facebook, Instagram, WhatsApp, thread uh and there are I mean you have messenger as well. So that's part of your meta ads. Okay. Apart from that you can do LinkedIn ads, you have Snapchat ads, you have uh I mean any social media that you could think of. Okay. um Twitter, Snap, Pinterest, Tik Tok as well. Though in India, Tik Tok is banned but if you reside outside India, Tik Tok is a very important platform while running ads. So you have Pinterest, Tik Tok, Snapchat, Meta and Etera. Okay. Apart from this you have aggregators. So aggregators as in you have Amazon ads, you have Flipkart ads etc. Okay, there's Myntra in India. So you have Myntra Ads and ETC. Okay, you have something called as programmatic advertising as well. Now programmatic advertising is sometime people consider that under performance marketing. If you're working with a bigger brand, they have a different department altogether for performance marketing. But it is more for premium brands. Okay. To show ads on premium inventories. Okay. This is not for a smaller small business. Okay. Uh I'll talk about this in detail later on.
But then there are platform for this as well. So right um and again it it keeps on coming guys. You can run ads on um let's say you can do uh nowadays affiliate marketing is also part of performance marketing. So like this would keep on extending. Okay, you can uh show ads on let's say all this um uh UPI apps like your GP all the ads that you see showing up on UPI apps like Gay, Crit, PTM etc. Even they are part of performance marketing. Okay. So performance marketing is a very big domain like trust me I've been working in this industry for such a long time even I couldn't cover of uh so tanu growth marketing performance marketing in growth marketing overall digital marketing that you do it's more with respect to generating the uh in with respect to growing business okay so uh you would do performance marketing and growth marketing as well but you'll do SEO you'll do social media as well but more with respect to the ROI perspective okay and again it has some more analytical ical part as well. So let's not divert over there as of for now. So ideally your paid campaign consists of all this platform and there are many more that are there in the market. Okay.
Now would you tell me that do I have to learn everything? No. Okay. For you guys for a beginner the most basic one that you guys should know is Google and then meta.
Okay. So ideally if you know Google it's very quickly it's very easy for you to learn other search engine. If you know meta, it is very easy for you to learn other social media platform. Okay. So ideally I mean I have been in the in the industry for the while but there's still some platform that I didn't got opportunity to explore like I didn't worked on Myntra ads yet. Okay. And that's very okay. Uh because again platforms keep on coming. Now by the way you have Apple ads, you have Samsung ads as well. So this will keep on coming.
Okay. But if your basics appear you can work on any platform. Okay. Uh programmatic advertising guys ideally no one can teach you practically uh because this are premium platform. You have to work with premium brands. I also learned programmatic advertising when I started working in the international market. So when I started working with Adobe that's where I got an exposure to learn programmatic advertising. Uh so again this this one is growing a lot because uh how should I how should I say if anyone who is planning to who want to create their uh um career in digital marketing I kind of vouch a lot for this particular segment because there's lot of demand but there's less supply of it okay uh lot of demand but why less supply because one people are not aware two as I said it's you can't learn it like yes you have YouTube where you might some get some content But practically you can't learn it because to get access to this platform you have to work with premium brands right so how should I say there's a lot of demand of this particular department but I see less supply uh less quality supply again let's to be more precise out there right so now you have a clear picture what exactly is paid campaigns now paid campaigns are run on all this kind of platform we'll be majorly focusing on Google and meta as I said because it's not I mean even it's it's not uh if you have to learn all of the platform I don't know how many sessions you would need okay so you should just because you guys are beginner you should just know the basic level platforms um and yeah rest again see digital marketing and especially this particular field is like you have to keep on upskilling every year as I told you when I started every year I have to give my exam of Google meta and all this platform because this platforms keeps on changing ing. So what I learned so even I did my digital marketing program very I mean it's been years now but what I learned at that time and what I'm doing right now is not exactly the same. I had to upskill every year because the platforms keeps on changing if the platform keeps on changing you have to give exams every year. So how should I say every year you might have to give you might not if you're working with a bigger brand for sure you'll have to give the exams.
Okay, I hope it makes sense everyone.
So you have to constantly keep yourself upskilling in it. Uh you would just learn the basics from us and then rest it's up to you guys that you have to keep on going. You have to keep on upskilling. I'll I'll help you I'll help you guys out with some platform as well where you can go and do some self-arning. Okay. So I think we can now get started with the main picture of uh paid campaigns. Okay. Let's go back to our PPD. So, we will keep on switching between our word doc, between our PPD and then I'll take you to the platform as well. Okay. Okay. So, uh guys, let's let's go with the main part. So, I think I've already explained you what is paid campaigns. Okay. Um now, why people do paid campaign? I have explained this to you in a very simple term. It's all about uh growing your business, doubling the ROI for for the brands that you're working with. Um you know selling out their product as soon as possible. Uh trying to reaching out to a larger group of audience. You can do remarketing as well in paid campaign which is the best thing. Okay, remarketing I believe you would have experienced this. So you know there are times when you're scrolling on Amazon okay let's say and you added some product to the cart but you didn't end up buying it. Now wherever you would go let's say you're reading an article you'll see the same products which have been shown to that you added to the cart or let's say you're scrolling on Instagram it will show you the same product that you just added to the cart but you didn't purchase. Now um in paid campaign guys uh before I get you through the platforms let's understand this funnel. Okay this funnel is called as conversion funnel. Now conversion funnel is basically how do you convert the user? What are the stages? How do we convert the user?
Okay. So let's say let's say it's a skincare brand and now she wants to do dig paid campaigns for it. So her strategy is ideally decided based on the conversion funnel. So what this conversion funnel indicate is that obvious a new brand. So ideally you can't push them to push those people to buy your product. You'll have to start with awareness. Awareness is you have to reach out to as many people as possible.
Okay. Then once you reach out to as many people as possible out of those people some of them might get have little bit of interest in your brand. Later on they will consider your brand consider as in like let's say have like out of five option one of the option for them to buy the skincare product will be from your brand and lastly they buy your product.
Okay. So when we do all when whenever we run paid campaign we follow this strategy how okay so let's say whenever we want to do awareness we do awareness with help of meta and YouTube because it has video content right so people like watching video content video content gives lot of awareness and it is very cheaper but when I want people to buy my product when I want to generate that end ROI what I do I run search ads what are search ads see this so when I search for health insurance. Okay, let's say I want to buy in health insurance.
Can you see the sponsored results by ICAL Lombard? These are all ads. Okay, this these websites are not ranking organically. They are running ads. So when I want people to purchase directly, I run such kind of search ads. So hence understanding this conversion funnel is very important because as I said there are so many platforms where you can run ad. You have to find out which platforms will set well at which stage of funnel because we have so many platform we bifocate we we try to divide them that okay I'll use meta for awareness but I'll use Google for conversion right even the communication changes right probably at an awareness stage the ad that I would run will educate you on skin care okay but at the ex action stage my advertising com um communication would be more with respect to discountings or offers. Correct? So based on the conversion funnel, your platform changes, your communication changes, the products that you push that also gets changed.
So this is more part of strategy. I would say for a beginner, they don't have to look into the strategy part because you you guys are just joining this particular industry. But you should at least know what is a conversion funnel. In simple term, this is upper funnel. This both are middle funnel and this is lower funnel. Okay, upper funnel as I mentioned you are doing more with respect to generating that awareness and interest. Middle funnel is all about consideration and lastly lower funnel which is action is more about asking them to buy your product. Okay. Um now ideally um there's one strategy okay that we follow. So uh see all of this we don't do theoretically we use as I said because it's all about numbers we use platform like Google analytic and Adobe analytic where we track where we track the user end to end when I say when we track user end to end you let's say when you visit a homepage of a brand till your ad to cardart or till your payment gateway page you do get tracked and based on that we decide okay what kind of ads we need to show to you guys so it's very personalized Guys, all the ads, most of the ads that you guys see are very personalized based on what actions you have taken. Okay. Randomly, no one would show ads to you guys. Okay.
Now, um let's start and understand the first platform which is Google ads.
Okay. So, I won't bore you guys further.
But before I start with the platform guys, we should understand some important metrics. Okay. Important metrics is nothing but how should I say what would you measure okay we have discussed we run ads all of that but the basic the core of paid campaign is metrics basically what are you measuring and what do we call them okay so there are different kind of metrics out there and I would discuss this in an excel sheet where we'll take a hypothetical example okay Guys, uh if you don't understand anything, feel free to stop me there and there itself. So, this is our metrics. Okay, this is uh uh sum of metrics would need a formula. So, I will put the formula as well over here. And yeah, we can get started. And here I'll write the conversion funnel because as I said, the metrics also changes based on the conversion funnel.
So let me just note down the metrics over here. Impression, reach, frequency, clicks or link clicks or landing page view, CPC which we also call as cost per click or link click or landing page view.
Then we have CTR which we call as click through rate.
Then we have engagement. Engagement rate.
We have cost per engagement.
We have something called as amount spent.
So this are important metrics that you guys should know. Okay. Uh there's also something called as wait views cost per view view through rate which we also call as VTR CPV.
Then we have something called as convergen result H cost per convergent or cost per sale sorry result and then we have conversion rate or result rate or then we have revenue.
We have AOV which we call as average order value guys. I'm just noting it down for you guys. First return on ad spend.
Okay. So now this I'll just write for each conversion funnel which one is considered.
This one is for your awareness.
The first thing is impression guys.
Okay. Now what is impression? Impression is nothing but I'll write an explanation over here. Okay.
So number of time the users see the ad. Okay. number of the number of times uh the ad has uh okay so number of time the ad appears in front of the users okay basically right now all these brands have got one impression because I'm seeing their ad ICS Lombard HFC go care insurance okay if I scroll down there are some more ads access echo. Correct. So impression is nothing but number of time a user sees your ad. Okay. Then what is reach? Reach is unique users who saw the ad.
So this is nothing but count of unique users who saw the ad. Okay. What's the difference between both guys? Okay. So let's say now I will refresh this page again. Okay, I'm seeing this ad of like ICS Lombard second time. Correct. First time I saw when I searched for health insurance. Second time when I refresh I'm seeing ICS Lombard's ad. So now ICS Lombard has got two impression because two time I've seen the ad but the reach is only one because I'm one unique user.
Does that make sense guys? Yes. No.
So the difference between impression and reach is impression is number of time your ad has been shown to a consumer.
Reach is unique users who have seen the ad. So let's say right now here on the call how many people do we have? Wait, let me check. Um I could see there are 20 participants. Okay. Now imagine all 20 all 20 of you guys have seen the ad.
My reach would be 20 because it's each one of you. But now let's say some of you might have seen ad multiple times, some of you might have seen once. So that is impression where we got get one more metric which is what we call as frequency. Okay. Frequency is nothing.
So now this numbers are very by the way just let's understand one more important thing over here. Okay. Uh reach and impression can be equal. Okay.
But okay, but reach can never be more than impression.
Okay. So this thing it's very important to know.
So your reach and impression number can be equal. Okay. Your I'll write three conditions over here.
Your impression can be greater than reach because as I said like my if if the impression is 10 and reach is one that means one person has seen at 10 times okay but it can't be it can't be vice versa your reach can never be more than impressions okay so you would never see reach 10 and impression one that's not possible only no when they when you they reach 10 that means at least impression should also be 10. So anytime when you're running ads and you see such kind of data that means there's some wrong um um tracking happening on your website. So usually we see such kind of misalignment when there's some problem with the tracking. Okay. But as I said your reach and impression number can be equal. Your impression can be greater than reach as I said because one user can see ad multiple time but it can't be vice versa that your uh reach is higher than impression.
Okay. Now this number this frequency is nothing but guys so let's say I write some random number over here. Okay.
Can you tell me like are you able to understand anything over here? If I have to if I ask you guys to explain this to me, can you explain this? No. Right?
Like it's it's very difficult for you to do the maths. Can you do a maths over here and tell me like quickly that one person has seen my ad how many times?
No. Right. Because it's a it's it's a longer number or busy when we are running ads, we see number much more longer numbers. So it's very difficult for us to do that calculation on the spot that you know one user has seen my ad how many times. That's where we use this metric called as frequency. Okay.
So with frequency you can calculate each user has seen your ad how many times.
Okay I might increase this one more number because so see this as I'm keep adding number I might add let's say zero. Can you see?
So it's saying the frequency is 9.77.
That means each user has seen my ad at least 10 times.
Make sense guys?
So your impression divided by reach is nothing but your frequency and for your information guys all the brands who are running ads on social media and 10 other platform they set the frequency they decide you should see ad how many times those again as I as I mentioned randomly no brand would bombard ads to you guys because they are getting charged for it by the platform right so imagine all these brands who run paid campaign they have to give money to the platform where they are showing the ads. They have to give money to people like me as well who run ads for them. So they're paying money twice.
So now obviously they won't just blindly spend their money, right? So they set a frequency. They choose at the back end that a user should see my ad how many times?
I hope I'm clear. A decent frequency is two to like you know three to four times a week.
This is a decent frequency. Obviously you have to go aggressive. If you have some sale coming up which will end in one day, one day sale, end of season sale, whatever, Black Friday, that time you'll go more aggressive and you might say okay in a day I want to show my ad three to four times but for a normal day showing ad two three to four times a week is fine.
So first I'll cover cover the awareness part. Now what is views? Okay, views is related to your YouTube. Okay. So this numbers view cost per view view through through rate is for your YouTube. Okay.
Where you have watching that video.
Okay. So basically number of time the user watch the video. It's called as views.
Okay. Um cost per view is basically how much the brand has to pay for each view.
Okay. So again I'll write write some random numbers over here. Let's say we have got thousand views. Okay. So cost per view is a metric where you can understand how much you have paid for each view. Okay. Fun fun not fun fact but one fact for you guys. Um it's very dirt cheap to run a video campaign on YouTube because the cost per view is very less. If I have to tell you the cost per view on YouTube is somewhere around 0 5 pesa to 1 rupee max INR I'm talking about okay obviously even if you run for other market the value would be very low now I mean it's easier to count to find out cost per view and all so I'll just write the formula over here to find out your cost per view you take your amount spent and divide it by total views okay so let's say I'll write a random number I'll write 10,000 over here. Let me give a currency sign to this. Okay. Now, how do you calculate cost per view? You take your amount spent divided by your views.
That is your cost per view. Okay. Don't uh don't consider this to be like how should I say these are some hypothetical numbers that I have just added for your calculation part. Okay. These are not real numbers. This is just like for the example. I'm just randomly putting some numbers over here. Okay. But that's how we calculate our cost per view. Okay.
Now guys, one more thing. Um, cheaper the cost per view, better is your campaign performance. So obviously you will aim to get as much cheaper cost per view as possible, right? The cheaper the CPV, the better like at like how should I say as much as your CPV is less le lesser that is better for your campaign, right? Because in that same amount you'll get more views.
So you should always aim to get a lower CPC. Instead of saying cheaper, let me just say lower.
Okay.
Then you have something called as view through rate. Now what is view through rate? View through rate is to understand number of time my ad was shown to a consumer. Out of that how many people have viewed that particular ad. Okay.
Now imagine I'm just showing again the same numbers to you guys. Let me just take something a very different number.
Okay, this one now we can see impression count, we can see view count. Imagine you have to explain this to your client that sir we have got um I don't know like um 6 cr 38 lakh 38,222 impression out of that we have got 65,421 views. Can that person understand anything like whether it's a good number or a bad number? No. Right? So hence we calculate with the help of this formula of view through rate. Okay which is how do we calculate it? You just have to take your views divided by your impression and you have to do it to 100 because you calculate this in a percentage format. Okay. So we take our views divided by impression and then you don't have to do into 100. You can just use a percentage sign. Now it is coming zero because the decimal value is you have to add the decimal. So my view through rate is around 0.10%.
Okay. So higher the VTR better is campaign performance. Okay.
Now right now it's very poor. If you see the number 0.10% is like this. So many people have seen the ad but only lesser people have uh you know viewed that particular video. So your your goal always should be to decrease your CPV and to increase your VTR.
Now if I put one more number over here, my video would obviously increase.
So that's what we have under awareness.
Awareness, impression, reach, frequency, views, cost per view, view through rate.
Okay, I have just wrote whatever important things you should know. If you want at the end you guys can click a screenshot or I can copy paste the content and put it in the chat as well.
Okay, don't worry. And you have the recording so you can go through it again.
Now um let's go to consideration.
Consideration is nothing but now the person knows your brand. Now they're at the stage of let's say I want to buy a face wash. Okay. So I was let's say I was facing some issue with acne. I was doing a research that what is good for acne treatment so and so. So that's when I was at an awareness stage. Now I have figured out what are the good you know I have shortlisted four to five brands where which are good for acne control.
So that's what we call as consideration stage. Now in that consideration stage the user is also considering your brand over there. Okay. Now for consideration stage guys these are the metrics that we look after. I'll just it's better to color code so you guys can understand it in a better way. So what do I mean by click? Okay click and link. Click like click is even if you click anywhere on the ad is called as click. So right now I'm seeing this ad by NCSC Lombard right? Even if I click on this picture is called as click. If I click here it is also called as click. Okay. So click doesn't assure you that the person visited your page. Okay. Now what is link? Click link click is you're clicking on link. Okay. Like this is a link. This is a click. Okay. So if you click on any link that is considered as link click. Okay. But again that doesn't assure that you the user visited the page. Why? Because see this I'll just click on it and I'll bounce back again.
Right? So does this guarantee that the person visited the page? No. It could be the person mistakenly you know clicked on that ad or your website wasn't working. So click and link click ideally doesn't assure you that yes the person visited the website but landing page view. Yes. What is landing page? We would measure that the person has clicked and now they have landed to the website and at least they have spent like few seconds on the site. Observe one thing that your clicks uh you know your clicks is higher than link clicks obviously which is very obvious and your link clicks are higher than the count of link list is higher than link click landing page view.
Okay, which is very obvious. There are many people who will click. Out of those there only some people who will do link click and out of those very less people will land on your site.
Right? So this is what we mean by click link click landing page view. I'll just write again some random numbers over here guys. So let's say this is our number. Okay. I'm saying this many clicks or link click or landing page view we have got. Okay. Now how do we calculate our cost per link click or cost per click or landing page which very again is the same thing you take your amount spent divided by your this particular thing that that's where you get your cost per click or link click or landing page view okay so again I'll write the formula over here you take your amount spent divided by your clicks or link clicks all landing page view.
One more thing here also lower the cost per click or link click or landing page view.
Better is your campaign performance.
Ideally, you should always aim to decrease this number, right? The cheaper you get, the better it is is what we are trying to say.
Make sense?
Then you have uh again clickthrough rate is like your VTR. If I if you show this number to your client, we got so many impression, we got only this many clicks. It's very difficult to understand that good. Obviously, we can see the number is not that great. But when you convert into percentage, it's easier to understand for that person.
Okay. And even when we present, we don't show them impression and clicks number.
We just tell them what is my CTR in percentage format. So it's very easy for the other person to understand it. Okay.
And again how do you calculate it? You take your clicks divide it by your impression and do it into 100. That's your CTR. Okay. Now again I have to do it over here. I'll take my clicks divided by impression change it into percentage.
Increase this decimal count over here. Obviously if I improve this number this will also increase.
Make sense?
Here also higher the CTR better is the campaign performance.
So ideally if I have to summarize guys your CTR and your VTR needs to be higher in percentage whereas your CPC or CPV should be lower.
in the currency. Now we have engagement, engagement rate and cost per engagement.
By the way, this is only for your social media. Okay? This is not for your search engine because search engine doesn't have engagement kind of thing. Okay? Now we we all engagement is nothing but guys your you know sum of like comment share you know etc etc etc on any of your social media post.
Okay so that's what we call as engagement. Number of like comment share any any anything any activity you do on that particular post is called as engagement. Okay. Again engagement rate is the same concept. number of time your post was shown to the consumer and out of that how many people have actually engaged with it like when you're scrolling you see so many post right so now in ad as well when you're scrolling you'll see so many ad that is your impression but what would be an engagement when you like that particular post or when you comment on that particular ad while post right that is what we call as engagement rate and again the same thing cost per engagement is let's say I have I've got this how this many engagement I have to I find out my cost per engagement. Again, the same thing. You take your amount spent, divided by your engagement. So, amount spent divided by your engagement.
Same goes with your engagement rate.
You have to find out out of number of time my ad was shown to the consumer out how many people have actually engaged with it. So see if you would understood this this this all are similar when we when we talk about uh the explanation the only thing that is changing is the action that one user is taking in click you're clicking on that ad on in views you're watching that video in engagement you are doing some activity on that particular ad like you're liking that ad or you're liking or or you're commenting below that ad so but if you see the calculation with respect to CTR or VTR or engagement rate is same the concept is same the calculation with respect to CPC or CPV or engage uh cost per engagement is also same it's just that the action that you're doing is different metrics for paid advertising this doesn't include anything related to organic for organic the metrics that we check is completely different we you would be checking um um the online reputation management there you check lot with respect to how people are rewarding converting you understand the emotions you do social listening and all of that that is different that is organic this is only paid where you're paying money to the platform to show your content now let's go towards the last part now this was all awareness consideration but if I have to talk most of the brand at least for Indian market they the reason they do paid advertising is for this to get that end result okay to get that business like you know they I mean there are many brands who are very frugal and they don't understand awareness and all they do they don't care about how many people have seen my content how many people have engaged they would just ask you one thing how did did this impacted my business how did my business grew by doing this so most of the clients that you guys would meet would only focus on this this particular part because that's where you see business numbers okay that's where you see how this is impacting your business but Very important thing guys, you have to do awareness. You have to do consideration. Why? Because if you only focus on the end result, okay, let's say you won't get audience pools if you only focus on the consumer who already know only know your brand. So for you to increase your audience pool, the only way to do it is by doing some lot of branding campaign where you track some awareness and consideration.
Okay. So I mean it's very difficult uh for many brands to understand this and they regret later if they don't do it.
So there many brands will tell you guys I am not I don't care about what was my reach, what was my impression. You tell me how much business did you got on the table. Yes, you should discuss this and it it is an important part but if you don't do this how your audience pool would increase is a question right? So there are many brand who will just tell you that okay let's just show my ad to those who already know my brand and keep pushing our other products to them. So let's do some cross-selling and upselling to them. Okay what is that comes to this particular this makes me um let's discuss this what is cross-selling and upselling because it's very important. Now cross-selling and upselling is like um so I have bought a face wash from Jessica's brand. Okay. Now what what Jessica can do is she can do some cross-selling where she would ask me to buy a moisturizer, buy a toner, buy a under under eye cream. That is cross-selling. You are selling other complimentary product, right? Let's say if you buy an iPhone, the brand will ask you to buy a charger, earbuds, accessories of that phone. That is cross-selling. Upselling is you are selling a more premium version of the existing product. Let's say if you buy an iPhone 16, the brand would ask you or push you to buy iPhone 17 Pro Max or whatever it is.
Okay. So, there are many brands who will just tell you, let's just show ad to those who already know our business because easy to it's very easy for us to convert them and ask them to do let's do some cross-selling and upselling and grow our business, grow our revenue.
Yes, that would work. But then how your business would in actual grow? No, it won't grow if you're not increasing your audience pool. And to increase your audience pool, you have to do awareness campaign. You have to do consideration campaign. Now um so for the brands who do lead generation and who want to do their app installation they watch out for this metrics okay uh who by the way what all brands fall under lead generation. So all the brands who are selling a high um AOV product, AOV is average order value. Okay, if they are selling high AOV product or services, they usually do lead generation because it's difficult for the consumer to I mean I'm not saying that consumers are not buying high OV products online. They are. But when I say high OV, I mean like real estate or like uh automo or your insurance or um education. For all these brands, they do lead generation. When when we say real estate brand is doing uh digital marketing, they do lead generation through it. Right? Because would you go online and buy a flat guys?
No. Right? Like let's say a brand show you an ad that buy a flat online and they ask you to do a 1 cror payment.
Would you do that? No. Right? If if a brand if an automo brand is running an ad and they'll say they'll tell you, okay, do the payment right now and buy a car. Would you do that? No. Right? Let's say for an MBA program, it will just tell you, okay, go to the site, buy a co buy a two two years program. Would you do that? No. So all these brands, they do lead generation with with the help of paid advertising. When I say lead generation, they'll take you to the website. They'll ask you to if you're interested, you have to share your details with them. And obviously they'll have the sales rep who will call you, who'll talk to you for a for every for a very long period who will take lot of followup and then if you're interested you'll get converted. So all these brands like industry like real estate, BFSI, healthcare, automo, B2B, they all do lead generation in digital marketing or specifically in paid campaign. Make sense guys? I hope you understood the concept why lead generation because none of you would go online and buy a flat like you won't do that 1 cr transaction right like by just seeing some pictures and like oh I like a flat and I'll book it online and I'll pay do the payment would you do that no right example of this see this health insurance person they're doing that only when I clicked on the ad is it asking me to buy the insurance now no it's asking me just for my details so when I fill this detail uh this people will call me and they'll guide me on what different kind of insurance do they have which will suits for my uh for my budget etc etc etc same like right right now I reside in Pune so let's say if I'm searching I want to buy a 2BHK flat in my city I'll search for it can you see goes property uh God's brand is running an ad search ad if I click on it it will ask me can you see inquire now and here I have to give my details they will call me the sales would call me they'll do some offline schedule and then I'll convert But so all this people who call you, all those brands who call you guys the leads that they get is from paid campaign. So that's what we have. I mean so all the brands who are doing lead generation they look after the stream metrics even app install. Now it's very obvious the brands who have an app they can only do app install campaign. Okay. Not every other brand can do an app install campaign. But what exact so hence I've mentioned over here result/ lead/sale right? So when I say conversion or result it is very different from brand to brand. For many brands a conversion or a result would be that yes a person went on the site and they gave their details. For many brand a conversion would be yes they went on the site and they buy bought the product. For many brands a conversion would be they installed the app. So the meaning of conversion or results keep on changing from brand to brand. There's no standard definition for it. Okay. So again the same concept basically conversion is nothing but out of the number of people who saw the ad and then some of them who clicked on that ad how many people actually got converted basically how many people took that end action that you wanted them to take. Okay. So, how many user took the end final action that you wanted to that you wanted them to take on your site.
Okay. So, let's say out of how many clicks did we got? 1 lakh 91,000 triple one clicks. Let's say we got around 411 conversion. So again the same concept cost per conversion is where you take your spend divided by this that is your cost per conversion. If I might just say only 40 people got converted right. So your amount spent divided by total conversion is my cost per conversion. Again you have to aim that lower the cost per conversion better is for your campaign.
So that in the same amount you'll get more conversion.
better is your campaign performance.
Okay. Then same conversion rate it's for this is now to understand out of the pe number of people who clicked on my uh ad and landed to the my site. How many people how many percentage of people ideally got converted. Okay. So again how do you calculate this? You take your conversion divided by your clicks now and then you have to do into 100. So I won't do into 100. I'll just do it in.
So 0.03% only people got converted. So you take your conversion divided by your total clicks and then do into 100. Again higher the conversion rate better is your campaign performance.
Okay. I hope I'm clear.
So this is what brands who do lead generation and app install track. They always want that their conversion rate increases because if conversion rate would increase more people are getting converted and that automatically drops your cost per conversion as well. Now for sales okay so for all when I say this this is for all your e-commerce brand okay any brand who's selling online when I say saying selling online people can go and buy the product online for them they track this number okay for them yes they also check how many people bought the product but more than how many people bought the product for them this numbers are very important okay starting with revenue so revenue is nothing but sum of price of all the product that got sold.
Okay, basically let's say you have so imagine you have got 40 conversion.
Okay, uh imagine let's let's consider this for Jessica only. Okay, Jessica has got 40 pe she has got 40 purchase on her site. Okay, now imagine she's just selling face wash online. Okay. And each her face price of her face wash is around 500. Okay. So her average order value is 500. Let's say that's a that's an average price. So what would be her revenue? Revenue would be very simple the price of that product into the number of pe you know purchase that she has got. So that is what we call as revenue. Okay. Revenue is nothing but if you sum all the prices of the products that got sold that is a revenue.
Correct? I hope I'm clear guys.
So revenue the brand would want to see how much revenue revenue they they're able to generate. They'll also check their average order value because they want to know pe consumers are buying what kind of products. Okay. With average order value you understand the trend. Are people buying my cheaper product or they are buying more expensive product from my site. Okay. So um how should I say ideally if your AOV is high your revenue is also high.
Imagine the the the face wash that Jessica is selling is for around 3,000.
Okay. So, obviously her revenue would also increase automatically, right?
Let's say on an average the the the starting price on her website is for 3,000. Whether it's a face wash, whether it's any product, any skincare product.
So, don't don't won't that automatically impact her revenue as well? Let's say instead of 500, I make it 3,000. See, the revenue automatically got jumped.
Correct? So the brand would want to see how much revenue they're able to generate. The brand would also want to see the average order value. That gives you an understanding that you know people are buying what sort of product.
Are they buying cheaper product, mid-range product, high range product.
So accordingly you can do some cross-selling upselling to them. Let's say you find out some consumer who are buying very premium products from you guys. So you will only push them some other premium products that you guys have right. So bas you basically this is to more understand the user pattern on your site. Okay. uh like this is happening if you you might have heard this right at least the people who are residing in India they like all the quick commerce that have emerged in India like Zepto blinket and all you would have seen they they're doing this thing called as dark pattern where they're checking like you know for each person the price is coming very different they're tracking what kind of product you're buying and based on that the pricing is also uh you know changing for person to person right so all this brand they track they track your user behavior on the site and based on that they will do some cross-ell selling upselling to you guys. Okay, so always observe that. Now, return on ad spend.
This is the most important metric for any e-commerce brand, guys. Um because this will tell you how much profitability uh did the brand generated by running that. How how profitable it was for them to run an ad. Okay. And to calculate this, what they do is they take the revenue, okay, and they divide it by this spend. This is what we call as return on ad spend. Okay. So basically let me just write it down over here. Revenue divided by total spend is your OS. So you might have heard this term right? I need 1x return. I need 2x return. I need 10x return. Right? It's the same thing. So basically what this is trying to tell you like after you have just spent 10,000 but you have got a business of 1 lakh 20,000 which is nothing but 12x of return and the brand for them the like all the e-commerce brand they won't tell you that oh go blindly spend my money no they'll give you a target they'll give you return of ad spend target that at least whatever ads you're running we need a basic return of ad spend of 5x or 10x or whatever they want make sense And trust me after that they also calculate one more thing called as POSOS profit of ad spend. Now in profit of ad um ad spend what they do they also so when they talk about the spend they don't just take the advertising spend they also take um how much they have spent on creating that product how much they are paying for the office space how much they paying to the employee.
Basically they want to find out the end profitability.
So here like along with the revenue apart from total spend they'll also add the employee cost uh office space uh cost you know price of creating the product everything gets added.
Okay. Now ideally if your OS is 12 your profit of ad spend would be half of it.
So it might be 6 five whatever it is it will be lesser only right because you're adding so much costing other costing as well. Yeah. Uh starting with I'll start with the good website obviously it's Misha by Isha. Um I'll tell you what makes my stand apart. Okay for some of them it might looked very overwhelming.
Uh yes it is because they have so many products. Okay but guys it's e-commerce.
Okay, e-commerce I mean you go to Myntra, you go to Amazon that is also in a similar way because they are selling so many product it will look overcrowded only. Okay, I mean for a brand who selling so many different product it does look overcrowded. I mean Amazon also would look in a similar way. Myntra would also look in a similar way.
Flipkart would also look in a similar way. So I won't say that's a negative point. That's like how should I say that's how like a default e-commerce looks like. So we can't say that oh please make it less. No, right? But if you even if you see this though it is um so first thing they have followed what the brand shows it's very Pinteresty website if you would have uh seen like if you see their banner the color tone the the designs and all of that they have created they always they always think more of like on a Pinteresty vibe their brand is all Pinteresty vibe if you would see okay so that's that's what they have tried to maintain even if you see the backdrops that they have used for their clicking their product pictures that is also very pin like how should I say it's more of like an aesthetic website that they're trying to create okay which is not bad at all correct uh I like as I said someone have already mentioned the categories are well shown over here which is also good it's easy for someone to understand what all do they have correct good banners I mean I must say the banners are really great if you would see that way correct the new arrivals what are the new launches that they have done they are showing you specifically over here watch and shop is a very good thing guys I have like you know they have integrated the way Myntra is doing where they're showing you know uh the the the influencers who are buying the product so you know it's again one is that you're seeing the product one is like where you're seeing influencer wearing it how it would look like so that that also creates a very big difference correct because it's e-commerce again what that brand is all about they have mentioned to me you know they have thought to mention about it as well like what do they stand for okay their handcraft crafted, handmade, local artisan. Nowadays people are very uh they are showing the video how the local artisans are working. So that's very important for them, right? Um again spotted that very important nowadays people buy what influencers buy. So they have make sure all the big celebrities in India who have bought from them they are showing their pictures over here.
Okay. Um that's what I liked. Uh then obviously what the what the customers are trying to say. Last but not the least, whatever the other USPS are top-notch support, secure payment, they have a chatboard which which ideally all the e-commerce should have. So a good landing page I would say. Now as I told you checked one product specific page as well. Okay. So now if I even if I go to a category page, this is a category page. Now even in the category page, you would see they showing review pricing.
It's a decent category page. Right? Now if I go to a product specific page one very good thing this thing no one have mentioned about this I'm not sure how many of you went but they have added video on how this product would look on on anyone who is using it apart from that if you see their description okay the care because it's a handmade brand local artist and all of that they are telling you how can you take care of the brand bag as well because they're expensive if you See as for the Indian market. Okay. Now again like all the discount, international shipping, 10 other things, testimonial that is there.
But what I like is they are very um how should I say transparent that's the word right?
They're very transparent with with respect to the product and all. Correct.
So that makes I mean ideally the website is very aesthetic and obviously social icon is very but obvious that every brand would have. Okay. Now the second the second ranking is in simple which is good. Having a simple website is not a problem but as I think Jessica started with saying it's too simple which is which is where she's correct. I mean it's a clothing brand guys. How I mean okay tell me what does this banner indicate? Can you understand what this banner is trying to show? Guess it it is time to show some prints to me but I can't understand this banner other way right like for a global uh if if they're promoting this in the international market as well how one would understand what the brand is all about secondly I mean I can't imagine now yes they have used some manquin but still I mean you are a clothing brand person I would want to see how this color would look on different this this particular top or this color would look on different tone different shape correct So that's the bare minimum that they should have done.
But as I mean the overall insight for ING is that it's too simple. Even if they keep model I think it's a good website because it's very clean. It is very clear. So that's a good thing. And now paratola.
So one like third is paratola starting with when you open the website the brand logo the brand color nothing matches.
It's very cluttered. It's very haywire.
Um, even if you see this banner guys, the banner is cropped out. If you would have observed their main banner, their main picture is looking cropped out for me.
Does that show does that show a good image in front of the consumer? No. Like how this can be cropped out? How why the CTA is in the some different angle.
This is your main banner. this this picture would decide if the user want to scroll or not and when I see this I don't want to scroll further right where is the brand color getting followed I mean if you see the brand logo some purple something is going on there here the color is different I understand the product color can be different but at least it should be somewhere the brand color should be followed right so the problem with pear patrola is the first impression is wrong. How should I say your first impression is last impression and for a website the first impression is the topmost banner that they use.
Hence for my people would scroll because their banners are really great. They have a carousel banner where they're showing all the category. So if this disappoints there's a good chance a person will get disappointed and they won't scroll down. Same goes for because the first banner is so bad. I mean what once one should imagine the person would not want to scroll.
Correct? So this decides do I want to scroll further or not right? So yes, they are showing some of their bestseller. Again, this does at least this could have been in purple. If the website logo, main logo is all purple something that I could see, then it should be followed, right? They're not following it anywhere. Even if you see the background picture is very different. If you would have seen Maiisha, they have tried to have similar kind of background picture even that matters because that gives you that how should I say similarities on the page.
This looks again very haywire, right? Again, no testimonial, no videos, nothing. It's just plain product pictures which have been dumped. So, you have to guide them. Okay, this should be here. This is how the this color should would might go well. This font size would would might go well. Okay. Um, now again um I think I have mentioned all this pointer but we'll just reiterate for the very last time. Uh, proper working links very important. CTA again same thing proper website page design unique content like Maisha by Isisha's website was different than parola because they added those re they added those celebrity picture they could have also done that they could have just added product picture and they would have left out but again how does your website stand apart from other websites right so you have to make your content unique again speed very important hierarchy hierarchy is nothing but the way Misha has categorized their product right it's easy to navigate. So easier the navigation like your navigation should be easy and smooth. The person shouldn't find it difficult to navigate how should I go to other categories right understanding your customer pulse the pricing the videos again the testimonials that you put. So ideally even if you check all of this um you you will create a good decent website and last but not the least how easy it is to read your website. Okay. So again your font size should be big enough to read right. There shouldn't be over spacing.
There shouldn't be under spacing. A clear uh uh you know ideally a w clear spacing is something that has been required. You have to follow your color theory as I mentioned. I mean myisha website was all about making look it making look making it look aesthetic.
HDFC was all about following the brand color and the font size. So your font size font color should be constant ideally. Okay. And it should be user friendly again as as mentioned over here. Uh don't use like you can avoid using bright colors on all the paces.
But as as like imagine SDFC was using red only at some places. It wasn't entirely a red website. Where all did they use red? They used red only for the icon. They used red only for the CTA and their made headline. Rest of the content was in black and white. So it wasn't like they they didn't just incorporated red everywhere right otherwise it would have looked too bad.
So I hope you guys are able to understand right we have discussed all these pointers it's just that we are just going through from a theory perspective again. Okay. Um now element uh how should I say for visual hierarchy um this is something that more than you the brand would have the UI and UX developer. Okay. So nowadays there are UI and UX developers out there. They usually look after all this what are the color and contrast they should use because they would have better aesthetic idea to be very honest how the layout should be text size where the media should go ideally symmetry. So bigger brands they have the UI and UX people out there who look after all of this.
But again if you're working with some smaller brand you should have a basic idea like again this is more of with respect to your instinct and also you should have some uh practical idea that for example you can't use uh as I said like HDFC imagine they would have put everything in red it would have looked very bad hence they put a combination of red black and white right again layout it can't be in in in in left side or right side it's somewhere there things should which should be in middle so you have to understand the layout and the placement ment where you should put your picture right so all of the are basics of website that ideally your developer should know I'm not saying your developer shouldn't know this but as I said you might work with some small brand and they wouldn't know about it B2B yeah let's do one thing so digital marketing agency is all about B2B so let me search for digital marketing services okay now we can just open I don't know which is a good website we can open this one the first ad that I could see so it's B2B right someone is looking out for the services m I don't like the website much I mean it's directly taking me to a form no information I now see I'll tell you what's the problem with this B2B website okay as I told you whenever you do lead generation guys try to have one page only don't take the user to other pages because it will they will get distracted right so whenever you do lead generation create a static landing page static landing page is like one page page website only e-commerce they can't do it because a person is buying the product but now here like they have taken me to this form okay now let's say I will say let me know more about the brand so I'll go and read some case studies don't you think I'll get distracted when I go to another page so that's the problem now this brand the problem is they haven't created the static landing page they should have done that let me see some another website if there's any this one h this one is still interesting because see they're talking about all the work that they have done so at least they're talking about their portfolio PR print and oh h but again it should have been static I would say because for lead generation you get see now it's very overwhelming the problem is when you take a person to such kind of website where a person can go to other pages as well it gets very overwhelming people get distracted. So, ideally even for a B2B lead generation because B2B also do lead generation.
This page is good. I'm not saying the page is not good. The only problem is I'll get distracted over here and too many color, too many things going on again.
I like one brand. I'll show you which brand do I like if if they're running any ad right now. They're not running an ad. This is their main basic page. But I like this brand a lot when it comes to their website for B2B. It's very So now see this one. Okay, they are showing who they are partner with what kind of e-commerce brand. Okay, if you would see over here, they have listed out all the brand in a very good way. Okay, again how what kind of impacts they have created. This is a very clean B2B website is what I would say.
Again they are not running an ad otherwise we would have seen a static landing page as well but again for B2B it it again it shouldn't be very much overwhelming when you're doing lead generation it has to be very clear picture perfect and again not a lot of too much color going on for that one it was too much color too many different colors going on this one is still simple so they are making sure they're following navy blue light blue that's it and black as their content uh text content text color so this this one is a good B2B landing page is what I would say and at the end of the day they have kept a form it's just that imagine this to be a static landing page imagine they don't have this navigation only then this is a good static landing page I would say okay so today let's just focus on this three topics and then the remaining part would be covered in our last session okay um so yeah today let's just focus on this three so starting with dynamic dynamic ads. Now when I talk about dynamic ads guys, what exactly is a dynamic ad? Okay. Um so this ads the name dynamic means that this ads keep on changing based on um the nature of the user. Okay. So basically um let's say again you can call dynamic ads as remarketing ad as well. uh so based on how should I say um the kind of product you check the kind of category you check for any particular brand what the kind of details that you check for any brand okay based on that that brand will personalize ad for each of the consumer and that's why this ad is called as a dynamic ad okay and um by the way I mean this ad is very popular because as I said uh it has product personalization which is very important we are with dynamic ad we do remarketing thing if I have to show you a stand classic example of this would be so let me see if today I can see any remarketing ads um it will take some time to load so this is um you know this all this dynamic ads can be shown on social media platform as well it also been shown on third party websites and app as well uh right now I'm trying to check if there are some dynamic ads that would appear on third party this is a third party website so I'm just trying to see if we can see something on those line uh let let's wait for this to load but till the time we can cover the other aspects. So yeah I mean because you are doing product personalization with dynamic ads and you're doing remarketing automatically it will improve your convergence automatically it will improve your sales number okay and it will also enhance your brand value because um whenever a consumer feel that you know the brand is doing some personalization with respect to with respect to their creative or copy that does uh you know create a difference. So yes um now when I talk about dynamic ad guys uh a few thing um that determine uh or few factors that you have to decide to create a good dynamic ad. First is the budget because obviously it's an ad.
So you'll have to spend a good amount of money for it. Okay. Then obviously type of ad like do you want to show your dynamic ad in an image format or a video format or a carousal format or a collection format needs to be decided.
uh it has to be mobile friendly. I mean uh whenever you create an ad, you have to think it from mobile perspective as well. You have to also decide your target audience basically whom you want to show this dynamic ad. Okay. Now uh let's see if this it's still not loading. Ideally I see a lot of remarketing dynamic ads over here on this page. I'm just waiting for this to load. H Let me see if anything can happen over here. Okay. Anyways, now um with dynamic ad as I mentioned the major thing that we do is we do remarketing or retargeting where um you know directly uh the advertiser would show ad to consumer who who didn't who didn't convert. Okay. Now remarketing as I mentioned majorly when we think of remarketing it is always showing ad to those who didn't convert. But there are brands who do remarketing to those audience also who are already converted because again you want to do some upselling and cross-selling to them.
Right now how this dynamic ads um uh like there there are some specific requirement of creating this dynamic ads and I'll take you through each one of them. So if you want to run this dynamic ads on social media platform like meta okay or any of the meta platform like your Instagram or Facebook this three things are required okay without these three things you can't run a dynamic ad this is how your ads manager would look like okay this is the backend where all the bigger brands they create their campaign on on this part okay so by the way in future whenever you want to access ads manager what you can do is you can just log into your Facebook account okay you all would have a Facebook account and in your Facebook account towards this opposite side I mean towards this corner you would see this ads manager section and this is where you can access the back end. Now this back end is nothing but this is where all the big brands create their campaign right so this is where we create the ads and that's how you see those ads on when when you're scrolling on Instagram. Okay, this is the tool where you can create ads that you want to show on Instagram, Facebook, WhatsApp thread. Okay. So all the platform which have been owned by meta and you want to show ads on those platform you have to access this ads manager. Anyone of you can access it. You just need a Facebook account. As I mentioned whenever you log into your Facebook account towards this corner you'll see an option of ads manager. You just have to tap on it and it will take you to a back end like this. Okay. I hope I'm clear. So this is what I mean by ads manager. Now so you to do to run a dynamic ad you need ad manager. Apart from this guys, you need a very important thing called as Facebook pixel and Facebook software development kit. Now Facebook pixel is for website and your Facebook software development kit is for your app. Okay.
Now what exactly is this? This are um codes which which so this ads manager will give you some codes that you need to place on your website. Okay. Okay.
Now, why do you want to why you have to place this code on the website? Because um imagine guys, let's just only talk about Facebook right now. Ignore other platform. Okay. Imagine um we'll take the example launch website. She has a brand. Now, she would be starting running ads on Instagram, right? So, before she starts sending ads on Instagram, she should place this Facebook pixel on her website. How she would do this? Okay. Okay. This is your ads manager. uh you have to go to your events manager. Okay. And that's where you get your Facebook pixel code. Okay.
Uh so the job of Jessica would be to go over here, get the code and give it to the developer who created her website.
Okay. So here she would say website there's some glitch right now guys.
Yeah. So guys, you as you go to the event manager, it takes you to a page like this. Okay. And here let me so you will go to data set. Okay. And here it will give you an instruction that set up metapixel. Okay. So here you have to say see instruction and can you see this copy base code?
Okay. So you have to copy this. You have to copy this code. So Jessica will have to copy this code and put it into a notepad because she has to send it across to the developer. Okay. And she has to paste it over here. This is what the metapixel code looks like. Okay. So this is your first code. Now while Jessica would give this code to the developer, Jessica also have to give them the instruction of where this code needs to be placed.
Otherwise, how would the developer would understand? So just below the code they have given you the instruction as well.
Okay. So ideally the code that I' have copied right now. Okay. This code is called as either you can call this as a base code or page view code. Okay. This is this is what we call this is the name of this particular code. Okay. And here they have given you an instruction if you could read. So it says paste the metapixel code between the head start and head. Now I'm not sure how many of you know the coding language but um like at the background of the coding there's something called as head start and head end and you have to put the code between this head start and head end okay and it needs to be added on all your website pages okay because you want that you want to track the entire user journey right so it's not that you'll just put it on one page every page of your website should have this code this is just like one code okay this is just like your base code or a page view code which goes on each and every website, every page of your website. But uh to track specific action that the user does on your website, let's say if the person is adding product to the card or they are doing checkout or they are doing um pay, they're landing to the payment gateway page. There are separate codes for that.
Okay. And where do we find that? So for at least for meta right now, I'm just focusing on meta. So I'm not talking about other platform. What you should do is on Google you have something called as um I'll give you this link you guys can bookmark for your future help. So you have to go to this article which gives you uh standard event codes. Okay, standard event codes are nothing but if you want to track specific action that the user does on your site. Okay, I'll give the link over here in the chat so you guys can please bookmark this for your future reference. Okay. Now how the standard event code would work. Can you see there's a table. So there's website action and there's the name of the code.
Uh they have given you the code link.
Okay. So let's say if I want to track add to cardart, this is the code I have to give to the developer. If I want to track add to wish, this is how I have to give give the code to the developer. But I can't give one line to the developer and ask them to place it. No, this is not how we do it. Okay. So just below this table, they have given you the instruction on how to give this particular code. Okay, for example, Jessica want to track how many people would do add to cardart. Okay, how many people from the ad are going to the website and doing add to cardart. So what Jessica will have to do? Jessica will have to copy this code. Okay, and on on her main code, this is her main code. Just below this line of page view, she has to say enter and she has to put this line and this makes her code. Now this code is not her page view code, but this is her add to cardart code.
So below this table they have given you the instructions. See this see this particular part. Can you see? So whatever code whatever things you want to track on your site you just have to do one thing. You have to come to this side refer to this table. Let's say now Jessica want to track how many people have bought the product. So she will copy this line and instead of add to cutart she would put this across. Now here one thing she'll have to change is the currency. like if she's she's doing some uh she's this website is made for India location she'll have to keep it INR or if this is for US she'll have to write USD so currency is something that she'll have to tweak I mean you can't just blindly trust anyone right like someone would just tell you yeah we have placed the code you can starting your camp and this this is not how things would work so she'll have to cross check if the codes are placed or not now how Jessica would cross check because she doesn't know anything about the website's back end right I mean she let's say she she has no idea about how the website was created So if she doesn't have idea of website creation, she can't even do cross checking by going towards the back end of the coding. Right? So in that case, Jessica will have to install this Chrome extension called as Meta Pixel helper. Okay. So this is a Chrome extension that she'll have to install.
Here she has to say add to Chrome. Add extension.
Okay. So it's added over here. I'll just it's already pinned so no need to pin it. Yeah, let me just pin this. Now, how this Chrome extension would work. Okay, we can take any random website and we can check if that website has metapixel code or not. Okay, so I'll go to let's say I'll take one brand name which is called as Myntra. I'll go to their website to see if their website has meta codes or not. Okay, can you see? So with this Chrome extension we could see yes they have meta code added on their site and by the way they have two different code because this ID is different. So basically every Meta ads manager would have a different pixel ID. Okay, this ID is would be different for every ads manager. For example, see this number is different. This number is different. The code that I have fetched out for it the pixel ID is also different. So where's my pixel ID? This one. My ending is 583.
Okay, for them the ending is what?
159865.
So let me just give you an idea how it works for e-commerce. Okay, so as I told you this code, the first code that we got from the platform, the page view code, if you remember I told you it needs to be there on each and every page of your website. So what she can do, she can randomly go to five to six to five pages and she can go and check if the page view code is there or not. Okay. So yeah, we can see the page view code is there. I'll again randomly go to any other page to see if the page view code is showing up or not. So it's there right? Make sense? So randomly she can check like this. Now apart from page view code as I told you let's say you know Jessica has also given add to cardart code. Jessica has also given view content code. Basically view content code is given to put um to fetch data of you know what are some specific product pages a user have visited.
Right. So now she will have to check if the view content code is firing or not.
So clearly she can see right view content code is also showing up. This green tick mark indicate the codes are placed properly. If you see this in red that means there's some problem with the code. Okay. Now what I'll do to check further if the add to cardart code is there or not. What I'll do I'll try to add one product to the cart and see. So I have sent add toart. Can you see there's an add toart code that got fired over here which with all the detail of the product. So the price of the product everything got fetched out over here.
Can you see this? Similarly, when I'll try to go when I'll try to do further process like I want to now buy this product, I have to check if the code is firing for the payment page or not. If the code is firing at the checkout page or not, did the code fired at the thank you page or not. So, this is a use case of this Chrome extension. It will help you to see once the developer plays the code, is it getting firing if if is the code getting fired properly or not? And if the tracking is happening properly or not. Uh let's go to the next part and then there's something called as product catalog. Now product catalog is huh okay basically again on your ads manager guys. So this is my ads manager.
There is something called as commerce manager. Okay. So we can't like I told you right uh you will see only those products uh as an ad. Uh basically those products which you have you guys have checked on. Let me see if it's still appearing or not. I mean, I'm not sure what's wrong with this website today. Usually, it does show the content. I mean, it's still not loaded yet today, sadly. Anyways, coming back to my point, I'll keep this page the way it is for for some time again. Uh so try to understand guys that whatever products that you guys see when you're scrolling on Instagram most of the most of those products uh as an ad that have been shown to you guys are the products that you just checked recently. Okay. Now those details are not fetched from your website but those details are fetched from your commerce manager. Okay. Google have something called as merchant center on meta we have something called as commerce manager and that that's where what brand do um I'll just show you what usually brand tend to do with it so this is the sorry commerce manager and they create a catalog okay so I've created some lot of dummy cataloges over here I can create one for you guys as well if you would want um so I I'll create a new catalog to show you this okay so here you can just say add an account, right? So, you can say create a catalog and you can mention what you are promoting. So, if you're promoting some online product, you can choose that. If you're promoting some local product, you can choose that. Even for travel property and auto and create a catalog, you have to give name of the catalog like what would you call call this catalog. So, whatever your business name is, you can write that. Right now, I'm just writing XY Z. Okay. Uh this one is bit technical guys even if you know I I'm just showing you this to understand the context not no one would expect you to create a catalog because it's too technical for an for a beginner to get into it and then here ideally what we do we manually either we can manually so whatever products that we are selling on our website all the product detail needs to be there on the catalog as well okay so from this catalog those customized dynamic ads have been shown to a consumer. It it is not fetched from the website. Now either you can manually add the product detail if you have very less product or you have you can connect your website to your meta ads manager account. Okay, whatever you guys are comfortable with.
Okay. And we can see again you need as I said you won't be able to do it. You will have to take the help of your developer to work on this.
Right? So here if you would see if I go to product I can manually add my product detail. Okay. So there's an option to manually add it or connect to my website. So let's say I will say I want to manually add it. See this. Okay. I have to give all this detail about my product. So I have to upload my product picture. I have to give the title of my product, its description, its URL, the pricing of the product, if there's any sale price, what category does it fit into, is it a new product, old product, is it available, what is the status, the name of the brand, each and every detail of that product needs to be added over here. Let's go to the next part. Right?
So, I think I've already discussed what is a product catalog and I have already talked about all the details that the product catalog will have. You have to give all end to end detail about your product in your product catalog. Okay.
Now um I think we have discussed Facebook pixel and Facebook SDK SDK as well. It's just that I've shown all of this practically instead of going through PPD. Um now once you do this okay once you do this entire thing like once you put the code on your website you create your catalog as well you have created your product catalog as well.
The last thing, the last final thing that you do is create your campaign, okay, on your ads manager account. I'll show you how does the campaign creation looks like. Okay, so I'll show you how does this look like look like on the platform. So we'll go back to our ads manager.
I'll close all of this link because it's not required. Okay. So what we'll do, I'll create a dummy campaign guys. Once you do all the process, so ideally whenever let's say the whole point is guys, imagine Jessica want to run a campaign on Instagram. She'll have to first place the code on the website.
She'll have to make her catalog ready and after that only she can sit and work on creating her campaign. Okay. So first would be setting up the pixel, then creating the catalog and then coming and creating the ad campaign. Okay. Now to create the campaign, this is the dashboard that we use. Here she has to tap on create. Okay. Um I'll just show you the important pointers of campaign creation guys. We won't go much in in depth because it will be otherwise again too overwhelming for all of you. So uh here um Jessica will have to choose what's her objective behind running this ad. Okay, what she wants by after with with respect to running this ad. Does she want some awareness or she wants some traffic or she wants some engagement or she want to generate lead or she want to do some app promotion or she want to sell her product. Okay, basically the platform is asking you what is your goal behind running this campaign. Okay, and you have to select the right goal.
Let's let's say in the case of Jessica, her goal is to run a a camp. The reason she's running this campaign is because she want people to go to her website and buy her product. Okay, so she she would say sales over here and she can say continue. Okay. Now here she'll have to write her campaign name. Okay. So when I talk about writing a campaign name guys, it won't impact your performance. But imagine your Meta Ads manager account will have lot of campaigns running.
Okay. So it gets very confusing if you don't follow proper nomenclature. Okay.
Ideally let's say you have thousands of campaign running on your dashboard. How would you differentiate what campaign we did you set up for what purpose? Right?
With the help of the name. So hence you can create your own naming convention which is not a problem but just give a very descriptive name. So in future if you want to see the performance you can with the name only you can identify what was the reason behind setting up the campaign. Okay. Now let's let's understand this uh let's take an example that um this brand that Jessica has is a premium sneaker brand. Okay let's say hypothetically.
And the name of that brand would be whatever XY Z. So you can mention the brand name right. You can mention the objective behind this running this campaign. So it was sales sales campaign.
Following that you can mention in which month you are setting up the campaign.
So we are setting up this in the month of Feb 2026. So you can just write a name like this. Okay.
Now um as I mentioned I won't take you through all the settings. I'll just take you through the important settings that you guys should know. Okay. Then the budget part. Now this is where uh Jessica will have to let the platform know how much she's willing to spend.
Okay. For this particular advertisement, um she can like if she wants she can put a daily budget. She can put a lifetime budget as well. Lifetime budget is like if she's running this particular advertisement for a longer duration. So in total how much you would want to spend. Daily budget is like on daily basis how much you would want to spend.
So let's say she just want to spend 100 bucks. She can put that as well. Okay.
Okay. Then we have something called as bidding strategy. For bidding strategy I would discuss later. We anyways have a after this we will be discussing bidding strategy. So right now I won't talk about it. Okay.
Now this one is very important special ad category. So guys if your brand falls into any of this category you have to let the platform know about it. So if Jessica is promoting any finance related product or service or or she's promoting anything related to employment or anything related to housing or anything related to election she has to disclose this to meta. Okay. Can anybody guess why like why just for this four category meta is asking you to disclose this to them because here you can't see any other category right there are only four category that's mentioned which is part of special ad category. So anyone who would want to guess that like why why this four categories are called as special ad category right so just for this four category meta will put some restrictions on the targeting that okay you can't target this age group you can't target this audience because again they might they are the one who might get um influenced by your ad okay and they are not the right audience so if you are promoting any of this category please mention it okay can you see requirement differs by country because country to country with respect to politics and all there lot of there are lot of restrictions. So it's better to disclose it over here itself.
Okay. Then once you put all the details at the campaign level you have to move to the adset level. Now here in the adset level guys we will choose whom we want to show our ad and where we want to our ad. Okay. So starting with your destination. Okay. Here you have to choose that once the user sees your ad and when they click on it where you want to take them to. Okay. So ideally I mean you can now as I told you it's not necessary you have to take the user to the website. You can take them to app as well. You can take them to your messenger as well. You can you can give them a call number as well. Okay obviously but the most popular one is website. Okay. So conversion location is once they click on your ad where would you take them to? Okay. Performance goal is what do you want to achieve by running this ad as I mentioned. So do you want as many conversion as possible or do you want lot of landing page view or do you want link click or do you want reach or do you want impression? I think I've discussed all these metrics yesterday. So you would know meaning of each one of them now for us we clearly the reason Jessica started creating this campaign was she want to sell as many product as possible. Right? So her conversion goal should be maximize number of conversion. Right? She doesn't matter what is a landing page view link click reach impression doesn't create any impact right her main focus is conversion so she should select this right so you have to this two options are very important um I'll again talk about this later attribution model and all we have a separate topic for that I won't discuss this here you can put your start and end date when you want to start your campaign when you want to end your campaign let's say you want to stop this campaign on 20th put an end date okay uh why is this important trust me there have been times times when we when we get so busy with our work. Let's say I have a I had I had a sale running up, okay, and my sale would end tomorrow, okay? But I'm so packed up with work. I might end up forgetting pausing this campaign and my sale, you know, everyone would see still still keep on seeing my ad which says 50% off, 50% off, but ideally once the user go on the site, there's no 50% off, right? So that that creates a lot of problem and the client would bash you for this if they see that the sale has been ended but you have your campaign is still running. So in that case always put a end date. So even if you forget to pause the campaign the the campaign the platform will automatically pause this campaign based on the end date that you have chosen.
Clear? So you have to put the end date.
If you are not sure about the end date then don't put one. Okay? If you think this is a campaign that will keep on running and running and running then don't put an end date to it not mandatory. Okay. Now this is those most important part which is your audience whom you want to show your ad. Okay. And by the way here you see your audience size. So what is the like based on the targeting that you'll create it will show you the audience size like how many people your ad can be reached out to.
Okay. This is not that my I'll be able to reach out to so many people. Okay.
because to reach out to so many people I have to spend that kind of amount as well. Okay. Now um with respect to the audience targeting guys let me just give you an idea on meta you have three kind of audience targeting saved audience lookalike audience and remarketing audience. Okay.
Now saved audience is where you you have to create your audience from scratch.
So you have to create your audience starting with uh adding all their age, gender, interest, behavior, um location. So you're creating an audience from scratch is what I'm trying to say. This we also call them as a prospecting audience. people who might know about the category and all but probably they wouldn't know about your brand. Okay, remarketing audience. I've already spoke about I have already talked about it. Um uh you know show ads to those audience who checked who checked out your brand but haven't converted yet. have not like they haven't done any transactions so but have not made any transactions yet also you when you do upselling and cross-selling you do with the help of remarketing only okay so there's no difference over here look like audiences now I would just show you the saved audience look like and remarketing is again bit advanced so we won't go over there for now. Let's just focus on saved audience for look like and remarketing. You should just know the meaning of it. Now, how to create a saved audience? Just observe what I'm doing and then we'll take a break. Okay? So, this will take at least 10. No, no, let's let's just cover this entire meta part and then we'll take a break. Okay?
So, now here you have to say for the limit the reach of our ad. So, we have to create it from scratch. Now can you see it starts with location. Now please observe this very carefully. Okay Jessica want to show this ad in Mumbai like so with location guys you can target countries. Okay. So let's say I want to show my ad in United States I can do that as well.
Can you see I can target entire United States. Okay. If you want to show ad in multiple cities uh states like let's say I want to show my ad in Gujarat, it's one of the state in India. So I can say Gujarat. If you want to show ad in a specific city like let's say Pune, Pune is my location. So I can say Pune. Okay.
Let's say you just want to show ad in a specific area of your city. Okay. Like I want to show this is this is where I reside. So I can put my pin code. Can you see this is the this is the area where I reside. So it it is showing my ad on this pin code. So you can go as low as pin code and address as well which is a very good thing right. So it's not necessary you have to show ad to the entire country. Let's say you have opened a salon today and you just want the people who reside nearby that salon should know that there's a salon that has opened right now. You can just target the specific pin code and that's it. Okay. Apart from include you can exclude the location as well. Okay. So now let's say I'll just remove this pin code let's just again I I let's say I want to target my entire city but I don't want to show add in my pin code. Okay, what I'll do I'll choose exclude. I'll add my pin code over here.
Can you see it's it's showing red in red over here. This one. Can you see this?
So my entire like for my city it shows if I zoom out can you see this is my entire city that I'm trying to target but my my particular area has been excluded so you can do location add location in bulk as well just choose what you're adding if you have a pin code choose your country over here put all the pin code and it will do pin code level targeting by the way any changes that you would make on the targeting this audience size would also change okay I hope I'm clear with this. So for now, let's say I just want to show ad in my state city. I'll remove each one of them. Okay, you can choose whatever you would want. Now age targeting, as I mentioned, you can choose what age. See, now if you would have chosen guys, if you would have chosen any of the special ad category, it would have restricted you with the age targeting. It probably would have not allowed you to target below 18, right? So because we don't fall under special ad category, we have freedom to target whichever age group you would want to. Okay? So you can choose the age group. Obviously guys see all this targeting that we do you know we are not the only one who decides it.
We have to do the targeting. We have to show it to our client. The client will have their own perspective and we have to follow what they are also saying. So you and the client should be on the same page when you're doing your targeting.
I hope I'm clear. So that's how you can select your age. You can select the gender. Uh and now ideally just choosing location age and gender is not enough.
Hence meta has also give you given you one more section of detail targeting.
Okay. So here you can add more demographic interest and behavior characteristics. Okay. Okay. So now we'll do the last part of the targeting because as I said just targeting age, gender all of this is not enough. Okay.
So now with targeting guys there are few thumb rules. You should first begin with your interest targeting. So obviously whenever we do targeting the first thing the like how should I say the basic thing that we would want is that people should be interested in your product okay or your services. So you can go into this interest section and you can find out uh whatever you are selling as an interest over here. Okay. If you don't want to do this way, you can directly search as well. Okay. So for example, for in case of us like we are selling sneakers, right? So I'll search for sneakers over here and I have to choose so trainer footwear, we have we have sneaker shop. There's nothing called as specific to sneaker over here.
So I could see sneaker stuff trainer sneaker and see now this we have sneakers and apparel right and this is as an interest so I can add it right and by the way if I add one targeting meta gives me some similar suggestions can you see sneaker feers I will get some other suggestion as well so let's see what do we have over here shoes I can take all of this as well if I would want to okay so you can keep on adding interest like this now So we have selected people should have interest in our product. But now imagine guys okay that the sneakers are very expensive. Let's say it starts from 20k okay or 50k. Let's say the sneakers that Jessica is trying to sell are starting from 50,000 uh INR. Um so ideally for an for for for the country like India you can call this as a premium pricing.
Okay. Like not every other person would be able to afford it or they would want to spend on it. Okay. So then then the point is you Jessica just shouldn't show ad to those who are interested in sneaker. She has to add other characteristic as well. Like for example, I'm also interested in sneaker but I can't afford it. So does that make any sense for Jessica to show this ad to me? No. She's burning her money ideally, right? So what Jessica can do? Jessica can use this option of define further.
Basically what she's trying to say that yes people should have interest but now I'll add more characteristics and that should also match. So when both the characteristics would match then only the user should see my ad. Okay, if you could see it says and much also match what what what it is trying to say this characteristics should match and I'll add more characteristics that should also match. So you are creating some combination you are creating some and filters to it. Okay. Now what she can do to reach out to a premium audience there are some ways you can reach out to a premium audience. Now guys, I won't say um 100% of this audience would be premium because you know people don't keep their profile updated. So not sure if they have the same status or same liking or same behavior train but at least like 40 to 50% of the audience would be quality out of it. Okay.
So in your demographic guys you have so many options. Okay. Can you see uh education? So now let's talk about education guys and I would want you guys to give me a feedback. Can anybody tell me I want to reach out to a premium audience within education? I have three options. Okay. So I have I can target people based on what um um you know what what exactly they are studying or what they have studied, what colleges they have visited and basically um their education level like um how should I say u they did their bachelors etc etc etc. What do you think? What should I select out of all this? Like what what would make the audience bit premium? Would the education level decide if that audience is premium or not? Or would the kind of degree they have got would decide their premium or not? Or the colleges they have visited. What you can do, you can target people based on the colleges. So you can just search for the colleg's name. For example, in India we have Indian business school. So ISB, let me see.
I'm not sure why is it not reflecting what? Yeah. So I can see I can see IM right now. We have SPJ as well. Let me see. I don't know. There's some glitch today. But yeah, let me just select one for now. And by the way, if I choose one, it will give me some similar suggestions over here. Can you see Indian School of Business and it is all showing under schools and university. By the way, here also it should show school and university. Imagine nurs says interest that mean I'm interested to study in this college not that I'm studying in this college. So you have to make sure it doesn't come under interest. It should always come under schools and university. Now what's what's the next thing that we have?
Again we'll go under the demographic to see what do we have.
So finance guys we can't target at least for India because this is based on US zip code. So not relevant for me. But yeah, if I doing I'm I'm doing some targeting for US location, I can do this. I can target people who have a household income who comes under top 5% and all. Life event also doesn't make a difference. I mean, someone has an anniversary or birthday coming. Does that them make them a premium audience?
I would say no. Uh parents, you can target parents based on the child's age group. But again, does that make them a premium audience? The answer is no. Does your relationship status makes you a premium audience? I don't think so.
Right. Then you have work. So work now you guys tell me in work what should I choose. So there are three options in work. You can target people based on which company they are working with. You can target people based on which industry they are working with. And you can target based on their job title.
What do you think out of this three which one will get you a quality premium audience? Guys employer is basically where do they work? industry is basically in which industry they are working and job title is like what is their designation can target as I mentioned employers instead of job title so here you can search with let's say I want to target I mean I'm not sure why KPMG is not JP Morgan people are working at JP Morgan now again I'll get similar suggestions over here so can you see I can see KPMG I can see essential I won't select Essential ideally but yeah you can you can take other big firms like you can take Oracle you can take Ernstston Young you can take IBM you can take I don't know HCL tech you can take Morgan Stanley you can take Cisco make sense guys okay now that's all you have under demographic apart from demographic you have behavior as well now in also here there are some c there are some targetings which can make you reach out to a better audience. So let's say in class a consumer classification guys we have by the way mobile device user we you know um it used to work before the iOS 14 update but after iOS 14 update it is very difficult to precisely show ad to those audience who are using iOS device and not Android. So before co it was a great targeting now it isn't okay but you still have other options like consumer classification like in India I can show to people who prefer high value good who have high taste I mean who have expensive taste now again it it it they have been categorized based on how they have reacted to different content on the platform or the kind of pages they follow and all you can also target people based on purchase behavior as I said engage shopper now these are the people who frequently tap on shop now buttons and all okay you can also target people who travel international frequently, right? Instead of just targeting people who travel frequently, you can just be more specific by targeting people who travel international frequently. So yeah, I mean that's how you can create your saved audience. Like you can create you can create a different permutation combination for it. And by the way, whatever you select doesn't mean it will work well. You have to do lot of AB testing guys. Like there are so many options, there are so many targeting. So you we keep on doing AB testing. No one can sit in front of you and tell you that this will work for sure. No. For brand to brand, for category to category, the targeting varies, the communication varies. So you have to do your own AB testing to find out what works for your brand and what doesn't works for your brand.
Okay. So that's all we have under targeting. Last thing, you can choose language as well over here. So again, it's up to you guys. If you're showing ad in Japan, the language should be Japanese and all of that. Okay. Last but not the least is your placement. Now this is where you choose where you want to show your ad. So right now we just selected whom whom we want to show show our ad. Now we would be selecting where we want to show our ad. So here you can choose your device. If you want to just show ad on mobile or desktop even on mobile.
If you just want to show ad to iOS device, you can do that. Okay? It's up to you guys. Now because if you're a premium brand I think there are many people who prefer showing ad to audiences who use iOS instead of Android. I'm not saying Android people are not rich but you can do an AB test and find out by for yourself. Okay platform here you can choose where you want to show your ad on Facebook Messenger, WhatsApp is still getting integrated so hence it's not appearing for now but yeah you have Instagram audience network is third party websites and apps. So Meta has collaborated with lot of third party websites and app where you can show your ad. There are many brands who are bit scared to show their ad on audience network because Meta doesn't disclose that on which websites and app your ad would be shown.
So imagine if your ad has been shown on some wrong website it's it does it would impact your brand image. Hence I mean for the brands that I work with they usually ask me to turn off audience network. Okay. Now here in placement you can choose al like now you have chosen platform. Let's say I just want to show ad on Instagram. So in placement you will choose where you want to show your ad on Instagram like what what section of Instagram like do you want to just show ad on feed or you want to show ad on stories and res where exactly you would want to show your ad. Ideally at the adset level we choose our conversion location like where we want to take the user to what is our end goal that we want to achieve whom we want to show our ad basically the entire targeting and where we want to show our ad like which which is where we create this final ad over here. Uh but what we can do we can take a break now and we can get back at 9 and then we can start at 9 again. I'll give you a 13 minute break. I hope that works guys. So now we'll move towards the final stage which is creating our ads. Okay. Now for ad creation guys, it's pretty easy. You just have to fill in the details over here. It's not that complicated. This thing that you could see over here as a partnership ad, this is the one that you see. Let me just show you what exactly is a partnership ad.
So if an influencer creates a content for you and you want to run that as an ad, it's called a partnership ad. Okay.
So you might have seen ad like by the way this tool is very important the one that I've opened right now whenever you want to stock your competitors and you want to see what kind of ads your competitors are running you can go to this tool called as metadage library okay coming back to my topic.
So here you can stock what your competitors what kind of ads your computers are running. And I want to show you how does the partnership ad look like. So allow me a second. I'll have to scroll a lot to find one.
Not sure why isn't why this is not reflecting yet. Okay, let me try another brand.
Mhm. Mhm. So um not sure usually I see lot of partnership ads over here but it's not reflecting today.
So here imagine like if that influencer has created the content. Have you ever seen the influencer name and the brand name and below that it says sponsored.
Have you guys ever seen an ad like that on Instagram? You'll see the influencer name and the brand name and below that it will it will say sponsored. So that is your partnership ad by the way. Okay.
And now to run that partnership ad what you have to do here you have to turn on you have to enable this and over here okay you have to the the influencer will give you an ad code you have to put it over here or the post URL. Post URL is wherever that I mean the the the content that the influencer has posted on Instagram they will give you that URL and you can put it over here and the automatically that content will reflect on on over here as a preview. Okay. So that is what we call as a partnership ad. You also call this as a UGC ad, user generated content and uh works really well nowadays instead of running a normal image, video or a carousel ad, the partnership ads are ideally performing really great. Okay. Now if you want to create like a normal ad, you have you can turn on this ad preview.
Apart from that guys, for whichever brand you are working, you have to make sure you have access of their Facebook page and their Instagram account.
Without that, you can't run an ad. So if say I'm working for Jessica's brand, Jessica has to give her give her page access to me as well or she can you can she can add me in her ads manager account. She can add my email id to her ads manager account and I can access from there as well. But the when whoever is working on creating this campaign they should have access to the Facebook page and the Instagram handle of that particular brand. Okay. Now here you can create an ad. You can create a single image or a video ad. You can also create a carousel ad. I mean what's the difference between each one of them?
This is a v this is a single video ad.
Okay. Uh a corousal ad would look like this. This is a carousel ad where there are multiple cards and this is like a single image ad. Okay. Um by the way what what are the different component?
So here you just have to upload your media like you just have to choose your format what format you want and you have to upload your media. Before you do that you have to give your website destination over here that where you'll take the user to once they click on your ad. And here you can you can start uploading your media like your pictures and all of that. Okay. So whatever media you have like I don't have any pictures right now. I'm just randomly selecting one picture. One thing whenever you run an ad and if you're running your ad on stories and reals you have to make sure you create a creative the same creative that you have created in a square size you have to create it into 9 is to 16 dimension as well because on stories and real it is it is vertical view right. So you have to create a creative in a square image in a square size 1 is to one and also in a vertical way. Okay.
And then you have to give the primary text, headline and call to action. So what is primary text? Any content that you see above the creative is called as primary text. So this is a primary text.
Okay. Then what is your headline? This is your headline. This this part is your headline. This is your call to action.
Okay. So this is like you just have to fit in this detail over here. Now who gives you this detail? Ideally the people who are running paid campaigns for a bigger brand. So you just have to feed in details over here. Uh now these are all AI recommend. So Meta has their own AI suggestions within the platform.
Okay. So if you want you can turn this on. Nowadays I mean the brands that I'm working with they are not okay to turn this on because it will change the way your creatives have been showcased.
Okay. They don't they want their control. They don't want the platform to take the control. Hence they don't ask us to enable this. But yes, if you want to give some AI touch like you want to give some overlay this the the the you want some text improvement right? So any of this AI touch you want to add a background music right anything of that sort you want to do you can just enable over here. Okay. So it's it's it's all how should I say it's it differs from brand to brand and yeah I mean you can just like this is how you create your ad. Okay. So you don't have to do anything apart from that. There's also one more ad that we usually create. So I'm not sure you have seen this ad or not and this ideally this ad works wonder for e-commerce brand. So this ad is called as a collection ad. Okay, let me just zoom this a little bit now like your single image or a carousle or a video ad where once you click on a ad it takes you to the website or a specific destination. Right? Whereas this collection ad okay what it firstly it looks like this like there will be a main big banner and below there you'll see some products now whenever you click on this ad it won't directly take you to the website it will open up on your entire phone screen like this so this is also called as instant experience it covers your entire phone screen and it will show you the catalog and in this catalog you can choose what product you want to show you can show one of your best products so that can push the consumer to buy from you guys and then if they're interested in that product let's say I'm interested in in this hoodie. I'll click on it. It will take me to the hoodie page. If I'm not interested in any of this catalog and I want to see more products, then I have a CTA which says see more on the website.
So this particular ad works better than your carousel single single image and video for e-commerce brand. This ad is only for e-commerce brand. A education real estate company can't run this kind of ad. So this is how a basic campaign setup look like. This is this wasn't advanced guys. This wasn't intermediate as well. This is what a basic campaign setup looks like. You can, by the way, you can edit this campaign whenever you want. You can edit all the setting. Only one setting that you can't change is your objective and your buying type. If you change your objective, if you change your buying type, all the settings will will uh you know will be discarded. So if you want to if you you think that oh no, I selected the wrong wrong objective, then create a new campaign.
Don't edit this one because other otherwise the rest of the setting would also vanish off. it won't there it won't be there on the platform. So yes, apart from objective and buying type, you can change all the settings, budget, creative, you can delete a campaign, you can pause a campaign. Let's say right now this this this means it's on. But it won't it won't perform only because I haven't published it. It's still in draft. Once I publish it and if my account has some money, it will start spending. Now even if I publish this, my campaign won't start spending because there's no account in my uh there's no there's no money in my account. Okay?
Wherever whenever you want to add a payment you can um delete the campaign you can enable the campaign and you have to publish the campaign when it says it's in draft it's not published so if it's not published yeah so if it's not published it won't start running and as I mentioned if you want to add any payment you can go to your billing and payment and here you can add your credit card debit card whatever you would want however you want to do the transaction.
Now we are moving towards your bidding strategy part. Okay. Now bidding strategy guys instead of a PPT I'll explain you all the bidding strategies in an excel sheet because that's how it's easy to understand. Give me 2 minutes and I'll quickly create this for you guys.
So on meta. Okay. So like for meta let's just understand the bidding strategy on the platform itself. It's very easy.
So you would see your bidding strategy over here. Can you see bid strategy?
Right. So now guys you have total u here you could see four bidding strategy but ideally you have around five bidding strategies on meta. Okay you could see just see four over here because it's a dummy account. In a proper professional account you will see five bidding strategies. Okay. Basically what is bidding strategy? Bidding strategy is where you tell the platform how to spend your money. Okay. So budget is like you're telling them that okay this is this is how this is what I want to spend. Imagine Jessica would give me 1,000 rupees like yeah Jisha go and you know buy whatever you would want to buy.
So that's a budget that she's giving me.
But if Jessica gives me a guideline that Jigisha you should spend this much to buy that this much to buy that right this is this should be the limit. If you're buying buying a t-shirt if you're buying a earring this should be the last limit for you to buy. That is what the bidding strategy does. bidding strategy would guide the platform on how to spend that money.
Okay. So on meta, so this is for meta. I hope you understood the meaning of bidding strategy. Basically how to spend the amount. Okay, that is what that's what the bidding strategy does.
Now what are the bidding strategies that we have? Highest volume. Okay. Then we have cost per 1 second.
So we have cost per result goal. We also call this as cost cap. Then we have highest value. We have target rows. We have bid cap. Okay. So this are bidding strategy and for objective to objective the bidding strategy would change. Okay. So this bidcap bidding strategy is good for awareness.
This two bidding strategies are good for traffic engagement and leads and app install.
Don't worry, I'll expand this.
And these two bidding strategies are good for sales or we can also call this for e-commerce. Okay. So, objective bidding strategies.
Okay.
Now we will also control is basically there are some bidding strategy that you can control.
There are some bidding strategy that the platform would control. Okay. So highest volume is controlled by platform. Cost per result goal is controlled by you.
Highest values again controlled by the platform and target ROS is something that you guys can control and bid cap is also something that you guys can control. Okay. Now each bidding strategy has their pros and cons.
Okay. Let's understand each one of them guys and please listen to me very carefully because it can get bit complicated. Okay. Okay. So we have bidding strategies. The meaning of bidding strategies is basically guideline on how to spend the amount.
Okay. Basically you're guiding on how to spend the amount. Okay. This bidding strategies that I have mentioned is only for meta. For other platform the bidding strategies are different. Okay.
So platform to platform the bidding strategies varies. We are just discussing about meta.
Okay guys, are you there with me?
Because it will take at least 20 minutes for me to explain this in detail and I won't take any break in between. So are you guys there with me and I hope you guys will I mean please pay proper attention for this particular part.
Okay.
Okay.
So um let's start with this one. Okay.
Traffic engagement. So if you have chosen objective like traffic engagement, lead app install, you can choose any of these two bidding strategy. highest volume or cost per result goal which we also call as cost cap. Now what's the difference between both? Okay. So there are two scenarios and based on those two scenario you you can choose based on the scenario you should decide which one to choose highest volume or cost per result pool.
Okay. Let's take an example of um okay I I'll give an example.
Okay let's let's just talk about simply learn right now. Okay. So simply learn want people to share their details to to do students who are interested in in this particular program. Simply learn want that after seeing the ad people should go to the website and give their details okay on the platform. So the sales team can call them basically for lead generation. Okay. Now imagine I'm uh I'm working for simply learn. I'm the one who's handling their meta ads. Okay.
Now simply learn would tell me Jigisha we have a daily spend. I can we can give you a daily budget of 10,000 and in this 10,000 okay I'll mention per day as well we have taken this as a hypothetical number okay so in this 10,000 get us as many leads as possible clear the brief is clear they are giving me 10,000 per day and they have asked me Jigisha we want as many leads as possible within this budget in that scenario I will choose my bidding strategy to be highest volume Okay, where what the platform would do? I'll give this budget to the platform and I'll I'll choose my bidding strategy as highest volume. So what platform would do? Platform will try to get me as many leads as possible. Okay. But now there's a second scenario.
Now this time my brief says that Jisha we want we have 10,000 per day budget.
We want leads as well. But for each lead we don't want to pay more than 500 rupees.
So yes, we want leads but I don't want to spend more than 500 to capture like one one lead data. Okay, we the max we are willing to spend to get one lead detail is like somewhere around 500 or more than that. Okay, they now how a brand comes across this cap, they do a lot of back calculation. They do a lot of ROI calculation for it. I won't go into it, but I'm just giving an hypothetical example that my client would say that Jisha, we want leads, but we don't want to spend more than 500 rupee per lead. That's when I will choose the second bidding strategy.
I hope this makes sense to you guys. So now, how does this work? Here I have chosen highest volume. So I don't have to do anything. I would give my daily budget over here as 10,000. Right?
Sorry I have made it one lakh. Okay. But now as I said in the second scenario, my client want me to u put a cap of 500 for per lead. So what I'll do, I'll choose cost per result goal over here. And now okay very important thing I have to go to the adset level and Can you see you have to put a cap over here cost per result goal cap okay can you see meta will aim to get the most conversion and try to keep the average cost around 500 okay now I when I say this would be an average guys if your client tell you that okay we want lead but we don't want to spend more than 100 rupee per lead you can put 100 but every time you won't get the lead for 100 sometime it would be 110 sometime it would be 150 sometime it would be 80 but your overall average would come around 100 is what the platform is committing.
Did you understood this guys?
Okay. Now, both the bidding strategy has their own pros and cons. Okay. I mean, I'm not saying that this bidding strategy is better, this is better. Each of them would have their own pros and cons. First, let's talk about highest volume. The pro the the how should I say the positive point of this bidding strategy is that it will spend your entire budget. Okay, I mean quickly like this. Okay, this this bidding strategy is good with spending your amount. But what can go wrong? Okay, most of the time your cost per lead would be at a higher end.
And there will be times when this bidding strategy will spend the entire amount, but you won't receive any leads. That's the biggest headache of this bidding strategy. So this bidding strategy guys trust me it will spend your amount very quickly. You won't have a problem that why my campaign is not spending. You won't you won't come across that issue only. Okay.
But as I said the issue would be that the cost per would lead the cost per lead would be at a higher range and there will be times when the platform will spend the entire 10,000 rupees but you won't get single lead. Now why this can why this such kind of issue can occur when you tell meta that meta I want as many lead as possible what happens at the back end okay so whenever you see any ad by any brand at the back end there's something called as an auction that take place okay auction is basically imagine I am a consumer there are many brands who want to show ad to me okay now there will be there will be an auction that will happen at the back end and auction is nothing but you know what is auction right basically all the brands would show their bid that how much they are willing to spend. Okay, how much they are willing to bid to show uh how much they willing to bid to show that ad to me. Okay, so all these brands would do an auction. Now Meta won't just give priority to those brands who are bidding well. Meta will also see how great they have created their campaign, what is their communication, how is their target audience. They'll check the entire campaign as well. So your campaign should be good. Your bidding should also be good. Okay, the bid the bid that you're doing should also be good. Now when you choose highest volume bidding strategy you have just told meta I want as many lead as possible right so what meta will do let's say um my competitor is bidding 10 rupee meta will bid higher than that because meta want to win the auction somehow so what will happen there will be times when the competitor would be bidding very high meta will bid much much more higher than them and it will give you that lead but the problem would be the cost per lead might go at a be at a higher range.
I hope you are able to understand. So because meta want to win the auction somehow, right? Because you have said my bidding strategy is highest volume. I want as many lead as possible. I don't give a damn about what is my cost per lead. So probably Meta will spend your entire 10,000 rupees and it will just give you one lead because that time the auction was so expensive. Auctions keeps on changing guys like every hour, every minute, every second there's a auction that happens on the platform whenever user sees the ad. Okay? And every time the competitors would bid different just when you choose highest volume bidding strategy, the platform will bid higher than all of them and they'll give you the lead. The problem is the cost per lead and if your cost per lead is not maintained, you won't get that ROI. So the cap that your client would give you and the cap that you decide you have to do a lot of back calculation because at the end of the day when you're running campaign you want some profitability right why would you just run your campaign blindly you get such and by the way most of the time your client will give you a cap okay no client is that chill that oh you spend my money I am okay with cost per lead no if they if they give you that free will and if if they allow the platform to do such kind of thing you can't run a profitable campaign okay so most of the time your client will give you this bidding strategy, they'll give you a cap and that time you'll have to use this particular bidding strategy. So the good point of this bidding strategy is it will spend your amount only when they can get result as per the target set on the platform. Okay. Okay.
So now you have told that I want lead but I don't want to pay more than 500 rupee per lead. Let's say there's auction going on and someone has bid for 600. Like Meta is seeing that okay people are bidding very high. Meta will won't participate in the auction because they know you can't win the auction because others are bidding very high for it. Okay. So Meta won't participate in the auction and your money also won't get wasted. That's a good thing.
But now the negative point would be that if you are giving unrealistic targets okay if you give a very unrealistic target let's say if you tell meta I want lead but I can pay only 10 rupee per lead that is unrealistic target right even the target that you give to the platform should be as per your industry benchmark okay so if you give an unrealistic target I mean um your campaign would never spend This one is for your e-commerce brand.
So the concept is same for highest volume and target rows as well. In highest value what you by the way value would mean is the meaning of value is revenue over here. Okay. So when you choose your bidding strategy as highest value you are trying to tell platform that spend my money and get me as many re as much of revenue as possible. So again it's the same thing in this bidding strategy. You won't have a headache that why my campaign is not spending. Okay. So, no headache of that sort over here. Okay. But the problem is, okay, it will spend the entire amount and will give a very less revenue or no revenue for that matter. So there will be a time when your campaign will spend entire 10,000 and you might get a revenue of only 2,000 because that's what the platform that's at that time that was that was the max that the platform could do for you. Right? So let's say uh the platform tried to bid very high. Okay.
And it converted me. I went on the website but I just bought a product of 2,000. So you spent 10,000 to acquire me as a consumer and I bought a product of only 2,000. So ideally the amount you're spending and the revenue you're generating is a negative and there'll be times when I might just buy a buy a product of 100 rupees right. So with this bidding strategy your money will spend but can you achieve that return?
Can you get that X amount of return? I can't guarantee that. So hence most of the time a brand would choose target ro bidding strategy. Here you can you'll tell the platform that yes 10,000 is my budget but within this budget I need at least 5x of return. So basically at least in a day I want 50,000 as my revenue.
Okay. So now the problem with this bidding strategy guys it would be that you can't tell I want 50x return. And the last but not the least is your bidcap bidding strategy. Here you are just how should I say you are trying to tell meta that how much you are willing to spend just to show your ad. Okay. So all this bidding strategy was getting you some action. It was getting you some conversion. Right? Like getting person to the website is also conversion.
Asking them to give the detail is also conversion. Asking them to buy a product is also conversion. So all this bidding strategy was bidding on the end action.
This bidding strategy is only available um like the motive of this bidding strategy is you are trying to tell Meta how much you're willing to spend to just to show your ad just to show your ad how much you're willing to spend. Okay.
So it doesn't commit to you that okay once the ad has been shown the person will take some action and they'll buy your product. No, bidcap bidding strategy is only is there only exists to tell meta how much you are willing to spend to just to show your ad. Okay. And one uh fun fact guys, Google charges you most of the time based on CPC basis whereas Meta charges you most of the time on CPM basis. CPC is cost per click, right? So what happens on Google is let's say right now I'll search for health insurance. Okay. And I would see ad by HDFC Argo. Okay. Meta Google won't charge SDFC or go to show their ad.
Google will only charge them once I click on the ad. Whereas on meta meta would charge brand they they would they would charge brand obviously to when when a person clicks on it. But Meta would also charge you even if you want to show your ad. Okay. So after every,000 impression CPM the full form of CPM is cost per thousand impression. Okay. So it won't charge you for one impression. It won't charge you if your ad is only shown once. But after every,000 impression the platform would charge you.
So hence this bidcap bidding strategy exists. This bidcap strategy is nothing but how much you're willing to spend just to show your ad. So for your capstone uh you would see a PPD I mean you will get this PPD on your platform and um so ideally we all have discussed u you know how do we create a like what are the practices while creating the landing page we have discussed attribution model budgeting Facebook pixel I have taken you through how to create a meta as well. So now what we'll do today is as I mentioned we'll go through the capstone all the activity that are mentioned within the capstone and um wherever the Google ads part is required I'll I'll be more brief about I'll give you a details in brief uh so that you know within the activity itself we'll cover Google ads as a topic okay uh so yeah let's get started guys capstone problem statement scenario so there are multiple scenarios that are that that would be given to you guys in the capstone and uh basically you just have to answer to that scenario on how you guys can work for it. So starting with the first one. Okay, this is the first scenario that's been um uh added.
Now over here in the scenario, it says Bob has observed that the traditional marketing that he organized uh is not meeting the end goal in the last 6 months and there's no increase in conversion. So he ideally works in a travel agency and he's planning to organize the digital campaigns for advertisement and marketing and hence interested Bob to strategize a paid campaign to attract increased sales and conversion. Okay. So I mean it's very obvious they're running traditional marketing they want to switch to digital and in digital also they just want to focus on paid campaign because their main focus is to increase their sales and conversion. Okay. Um now we within this capstone these are some of the learning objectives that you'll be coming across. Uh let's just get started. So here's like your first case study. So it says Bob changed his company's marketing strategy from regular offline marketing to an online one and the following are the changes that he has noticed. Obviously uh within offline uh the first problem was that uh he couldn't reach a specific area and it were not defined but when they jumped to online they had like a good campaign reach which can be addressible as well.
Uh they were not able to create some reports for analysis here they can do that. Um you know it this like they took six month to do get all this thing done but again they felt very incomplete with it. Whereas here uh they took only one month to successfully create a paid campaign and they started getting some responses on the social media channels.
Lastly uh they created some excel sheet of people who needed retargeting and then to do some cold calling uh which was a big task whereas in paid marketing they uh did this with the help of some platforms like Mailchimp and all u uh where I I'll talk about Mailchimp guys.
Uh so now here it says they retargeted using Mailchimp and generated a proper mailing list with ease. When you see over here it says that they have retargeted using Mailchimp uh Mailchimp and generated a proper mailing list with ease. What exactly is Mailchimp? Okay.
So uh Mailchimp is an email marketing platform pretty popular out there in the market and um it helps you to automate your email marketing campaigns. Okay.
before I think before covid or or much more before that I mean I I didn't even join the industry uh tillu uh at that time email marketing was a proper uh how should I say a job a designation out there but after since I mean this is one of the domain which got automated a lot um when I say automated I mean the tools like Mailchimp came into picture where you just have to give your um audience details okay and um you can automate your email marketing campaign when I say automate let's say right now there are 10 people on the call I'll send a welcome email to each one of you over here and now based on your response automatically you'll get the next email let's say you don't open the email then there'll be a follow-up email that will be sent across to you guys let's say you guys open the email then there'll be some discount or some offer email that would be uh that would be sent across to you guys so with email marketing I mean email ideally email marketing got very much easier to use if you want to see how Mailchimp looks like I can just show it to you very quickly. Uh you can create a fe free account as well by the way. So this is like the platform called as MailChimp. I'll have to retrieve my data. I've been opening this after a lot. Uh um I'll have to see what are my credentials. But yeah, we can explore this.
Not sure why is it taking so much time to load. Okay. Anyways, till the time this loads, we can proceed. But yeah, I'll take you through how Mailchimp works so you'll get a better idea. Now, is Mailchimp a part of paid media campaign? I would say yes. As I said earlier, there used to be a proper designation for email marketing folks.
Now, there's nothing of that sort. So, ideally all this email that you guys get. Now, which which kind of emails have been shooted with the help of Mailchimp uh on your Gmail? You might have seen lot of promotion emails, right? So like this emails, this emails that you get under the promotion sections are all sent by Mailchimp.
These are not sent by Gmail by the way or any email marketing tool. So all this email that you guys get where there are such fancy pictures, banners and all of that. They don't do this with uh Google.
I mean they don't do this with their Gmail. They use all this kind of email marketing tool to do that because you can't create such kind of templates and all you have to create. I mean all this email marketing tool gives you all this kind of template creations and lot of designing work and all. So it can be done with the help of email marketing tool. Secondly, in email marketing tool, you guys can schedule your emails like based on how user responds to your uh emails um like who have opened the email, who have not opened the email, you can create the entire workflow over there. And ideally based on how people would respond, those email would be shooted accordingly to them. Right? So I'm not sure why the tool is not loading. It's taking some time to load.
But yeah, I'll I'll take this up once the tools uh I've noted it down over here. So once the tools tool would load, I'll I'll try to give you a overview of this.
So now is it a part of paid media campaign? I would say yes as I said because there's no specific department to how should I say department they picked this up but majorly paid media people work on this because again mailchimp I mean it's a tool right and SEO folks don't know how to use it most of the time even social media people are not much much well versed because again this needs some data analysis and 10 other things. So ideally it goes to the paid media folks to send such kind of email with the help of Mailchimp. Okay.
Now um again few other scenarios that have been mentioned over here in the table. Uh for offline this particular company invested $3,000 in multiple billboard some TV ads and they again hardly got anything right. They were not able to measure the exact impact.
Whereas in digital side, they invested $2,000, got a million view, and they were able to analyze how their PPC campus are performing. Okay. Again, with offline, they could not establish uh reliability or maintain a track of it.
Whereas here, they can um you know get uh they were they were able to mark uh market by getting some feedback from the consumer.
Lastly, they um they did scale city- wise gradually over six month in the six new cities. here they can reach out to multiple countries worldwide because again as I have shown you last time on meta uh how the how we can do uh location targeting. Now um starting with the first activity okay key parameters of digital marketing. So from the above case study Bob analyzes the performance and struggles during online and offline mode. He want to identify the metrics and parameter in which he can do better with online marketing. Okay. So the first question is help W to identify the key online marketing metrics and parameters and best channel to target new clients globally. Okay. So now here comes our first activity. I'll give you I won't feed you all the details because ideally it's your job to do this but yes I will give you a idea on how you can work on this. Okay. So don't expect an exact answer otherwise there's no point of doing this capstone.
But what I'll do is so the first thing that you usually do is you feed the data of people whom you want to send the email. Okay. So because I've I mean this is my dummy account.
Those are like details of all my past student. Okay. And we did like lot of I mean I can't send email to them now otherwise they'll get annoyed with this.
But what you can do is I can show you how to so what we can do we usually go to here to add contacts. We say import contacts. Now here we upload a CSV file.
This is like the name audience name that I've already given. So we can also say obtaining content continue. Yeah, I can create a tag for you guys. So you guys are from what? Simply learn. Say simply learn. I mean tag as in like because you'll be sending across email to different different groups, right? So you can give a group name is what we mean when we say create a tag. And I'll say continue. Okay. So can you see the first name, last name and email address.
So first name, last name, email address.
I can just say continue. Now ideally one very important thing the person who are sending you to whoever you send an email they should be the one who have agreed for your subscription like they have subscribed to your email. If you would have understood when which if you visit any brand's website only when you give them an approval that yes they can send across an email to you that's when they start sending you the email like you get that popup right do you want to get future updates or not and you agree to it then only you get those emails otherwise you don't get the emails okay so here when I'm sending email to you guys it should always be the status should be subscribed people who are subscribed we like they have the consent okay uh they have given you the consent that yes you can send across email to them and I'll say finalize the import.
So I have got five uh imports done and now I can say email this to like like I want to send email to all these five new contacts that we have.
So this is where we create our email marketing campaign. Okay. So audience I mean I've already given the name I mean it's it's my family business name. So it's it's just like that over here. Now whom I want to send my email all my email subscribers or what we can just go to the tags and I have created one tags for you guys. So I'm just finding it.
Yeah. So can you see I'm saying I don't want to send email to all the people who are there in this platform. Okay. I've added as I said. So I've created different different tags if you could see. Okay. So what I'll do I just want to send email to you guys. Hence I'll say simply learn. Make sense? Okay.
Okay. So I'm send say saying that I'm sending across to all the people who come under the simply learn tag. Okay.
Now uh by the way whenever you send an email you have to make it personalized.
Okay. So hence I'll say personalize the send to file. Now you want that your email don't go to spam. First thing is like you personalize it. Second even your email id should be like proper uh a proper email address. So today the email that you might get might not would would go to spam. So you'll have to check your spam section as well because my email ID is like like is not like a professional business email ID. It's like it's a personal email id. So there's a good chance that this through this whatever email you will get might might be go might go to spam. Okay. So uh let's just do this personalize. I have done and now send time. You can schedule it.
Okay. If I want I can schedule it. But let's say I just want to like in schedule you can. By the way if you want to schedule it you'll have to buy the premium. The free tool doesn't allow you to do that. Okay. You have to upgrade your plan if you could see. But if I send it now, I can schedule it. So I'll just say sh like send it now. Now here I have to create my content. Okay. So I'll say design my email. And this is where you get lot of templates. Okay. Now again because I'm using the free version. Um I won't get lot of templates. Okay. I just have like some basic template that I could use. So I'll just use the basic one. There are lot of uh premium templates as well. There are a lot of different themes as well. But as I mentioned like they comes into the premium side of the platform. So I won't do that. I'll just select a basic theme just to show you how that email body has been designed. Okay.
So it is like your Canva only by the way like if you don't want any segment you can delete it. If you have you guys ever used Canva. So the way you use Canva it it it is very similar to that. Like let's say I don't want to use this logo section. I can remove it. Here you have all the um okay let's skip this message here you have all the sections that you want to frame your email like like you want to add a text you want to add a divider you want image group you want some social media icons to be added you want to create a different footer you want to add a video you want to add a promo code everything like this is like some template you just have to drag and drop for example I want let's say hypothetically let's say I just want um uh I don't know a product section over here so I can I can just like drop that block over here. Can you see? If I don't want, I can remove it.
So, I'll create like a simple one. I don't have a logo and all right now, but yeah, it's very easy like you just have to go here. Okay. And now here uh you can just Can you see your default logo?
So, here you can go and you can upload.
I might have some dummies in my Okay.
So, I have some dummy pictures.
Let's say this is my logo. Okay. I'll say insert. And here you go. Now you want to edit this content again. You say edit. You can say welcome to I don't know um healthy eating. Let's say I'm just I'm just creating a dummy one. Guys, don't take this seriously. But yeah, you guys can make it however you want.
Again, you want some pictures over here.
So, same thing. You just replace it this one. And let's say I want to add this picture. Now here you want to give an introduction.
So hm I I'm not giving any I'm not writing much things over here. I've just deleted it. Now let's say this is my CTA again.
I want to edit the CTA. So instead of start shopping, I would say learn more.
If you have some product pictures, you can add like a entire catalog over here if you could see. Right? So you can do that as well. Let's say you don't want to design over here. Then what you can do? You can design design things on your uh Canva and you can upload that banner as well over here. So it's completely up to you. Okay. So I can delete it. I don't have any product catalog. Hence here you have your social icon things.
So here you have to add all your social media uh link if you could see. Okay.
And very important thing please don't edit this footer part. This should be there. Like if if by the way this things you can't be edited because this is like a default thing that should be there.
like you should always give it whatever email you send you'll always see that you have an option to unsubscribe it. So you can't remove this option that oh you can't unsubscribe to us now once you have subscribed you can't do such kind of things. So don't don't edit this particular part is what I'm trying to say. Okay. And I'm I'm just keeping it this guys. Okay. I'm not making a lot of work over here. I just wanted to show you how the platform looks like.
Designing part and all. Ideally you get there many I mean all this banners and all is there. You uh you get it designed from your graphic designer. You just have to merge it on the tool. Okay. So you can say continue.
Uh one very important thing that I've missed out is my subject line. Okay, so you have to add a good subject line and a preview text. Now what is a subject line and what is a preview text? See this. Okay, this is your subject line.
So let's say if for this email tree of life resort, celebrate love at tree of life resort and hotel is my subject line. This one is a preview text.
Preview text is basically the the content that you have within your email is preview, right? So that that's the only thing that you have in preview text. So you're giving a glance. Now obviously when you're writing a subject line, make it very quirky. Add some emojis and all otherwise again you'll have a less open rate. I mean the reason like why why people open your uh whenever person open your email. The first thing that they'll come across is your subject line and then your preview text, right? So you have to make sure it's it's it's a catchy one. Okay? So you can get your content writer to help you create that. I'll just for now I don't want to uh healthy eating I wrote god knows why I've wrote this but anyways uh I I'll put the same thing you guys can add some emojis as well well can think for something food okay health let's say h this one or whatever it could Now here preview text um let's say up to 50% of something something and then I can just say save.
Okay. And now I think um I have added everything. We can schedule it. We can create a social post as well but again it it can be done in the premium one. So yeah who's sending this email? It's coming from me guys. So uh make sure you see that. I'll just save this. You can change that as well. And then I'll say send, right? So sending now.
Now once you send the email, okay, you have to go under your like you have to um check how how this campaign performs.
So you go to this campaign section over here. And now here you'll see all the metrics. Okay. So guys, let me know once you get the email and start opening it, okay? Please check your spam as well. It will take some time. So it it shows sent right now. I can just go into the in view report section and basically I'll get all the metrics that how many people have opened my email, have people uh unsubscribed, subscribed, you get all this like how many people have bounced back, how many people have unsubscribed.
So I'll get all this data once you guys start interacting with that email. So I'll have to see here. I'll have to refresh and see if you guys have started reacting to my email or not.
Yeah. Can you see I have got three open right? So almost 60% because I've sent email to five people software like it says that like 60 people have like 60% of them have opened it.
So here I'll see all the performance.
Okay, still taking some time to reflect inside it. But yeah, outside if you would have seen I have got some there were three open.
It's taking some time to 100% open rate. So five opens have been open as in like you have just opened guys. You can unsubscribe and all as well. again uh if I it will take some time to create like a proper report on this but yeah I mean uh if you have a paid version tool yeah yeah can you see I've got now 100% open rate basically there's some issue guys on the platform uh it was showing 100% now again it's showing 0% I hope you guys are not doing some thing from your end but anyways I hope you understood again the the premium version gives you lot of like can you see this automation section so the premium most of the brands has used this automation thing where they create a flow. They create an entire template.
Okay? Like um I can just show you a preview. We won't be able to do it but can you see? So this one I'll just zoom out a little bit to show it to you guys.
So people create a flow like this that contact the signup people then they create this entire flow. Okay, you can you can edit it and all. I won't be able to edit it in the free tool but yeah you can create lot of flows over here like template basically you are just automating like uh let's say after 24 hours if you guys one of you don't open my email then I'll send a follow-up email the one who have opened I'll send them some offer email some update email so you can create all this kind of flows over here I mean basically in the activity you have to let them know the channels the metrics and uh what parameters so it's It's it's one and the same thing I now starting with channel guys it was a travel agency right see whenever we do paid campaign guys I mean irrespective to be very honest whatever industry it is now this one was a travel agency as far as I could remember and we started with the brief uh yeah travel agency right now travel agency what they do they do lead generation most of the time okay for them lead generation is the way because uh there are travel agency who can take you to the website and ask you to do the payment as well. Okay. So if you know you can you can create a page and you can create different different bucket like for for a trip over here this is a charge if you can pay but again you can do ideally lead generation and taking the person to convert from the website as well it depends from what is the average order value of that particular um what should I say whatever travel or whatever trip has been organized okay but ideally let's say we are saying no whether it's it's like let's say your objective is it was mentioned your objective was sales and conversion right now when I talk about paid marketing channel guys as I said like the two most common channel that should be there in your plan is Google and Meta okay you can't skip this now again this brand can ideally choose LinkedIn if they are like bit premium the the the organization that they do is more like from international level and all again they'll have to like they'll have to do a lot of customized marketing when they are doing it on LinkedIn like if let's say you that you know the communication would be more with respect to if you uh like take a break from your work and do this this this something along those line but I we we shouldn't pitch LinkedIn because we ideally don't know like it's a hypothetical brand right we don't know in and out about it so Google and meta is a standard that you can pitch okay when and now here also you'll have to give lot of bifocation that on Google what you'll do okay so meta so we know meta is just like one platform out there like when I say it's it's one platform where you can show ads on Instagram, Facebook and all but in Google there are a lot of bifocation Google is like very big okay so now here in Google you'll have to mention in Google also what kind of campaigns you'll be running okay so I'll just mention the name over here and then I'll explain you what each one of them means and how it's been done now what do I but again like you have to if you want you can mention as well why what Google search would focus on so Google search would focus on you know conversion specifically. Okay. Whereas Google display would focus on getting you some traffic and to do a lot of remarketing. Okay.
Google video when I say Google video is nothing but your YT ads, YouTube ads that will help you with creating some awareness.
Okay. And again Google discovery is same for conversion perspective. Now what are all this? Okay guys, so like as I said, Google is a very big platform compared to Meta because I mean the inventory is huge uh on Google. Okay, so now let me just show you how Google ads look like for the very first time. So you just have to it's it's very easy to create an accounts on Google ads guys. You can just go to ads.google.com. You can say sign in and it will take your Gmail ID.
You just need a Gmail ID for this. I have multiple dummy accounts but this is how your Google ads account looks like.
Okay, this doesn't have any payment anything of that sort. Again, whenever you're creating your account on Google Ads, please don't add any payment method. Okay? Like don't add any don't add your credit card or debit debit card or any of that details. Okay? Please never do that. I'll just dismiss this.
Now, um first thing before I jump into the platform and give you an idea, okay, where all your ads like what are the places where you can show your ads on Google? Okay. So, the first one, the most the OG one is your search. Okay? My favorite is search specifically. Um trust me it's very difficult. It it is very timeconuming when we create a search campaign because it's it's all dependent on this the keywords. Okay. So there it takes a lot of time to do this research and all but my favorite is Google search because as I said this ad will only appear when a user search for it. So it has a very great conversion rate. Okay. Uh so anyone any brand who want to do lead generation sales app install any any like end goal kind of a campaign they want like those end goal to be achieved at a very good conversion rate. I always bet on search. Okay. Uh so yeah, this is what we call as search ads. Then you have display ads. Last time I couldn't show you display ad, it wasn't loading. This time also if it doesn't load, I'll show it to you with the help of some templates. Uh so let me this see this you'll understand this in a better way.
Can you see this? It's a news article and here they are showing an ad. Okay.
So such kind of you might have seen such kind of ads on third party websites and apps. So Google display is nothing but um where your ad will be shown on third party websites and apps. So good for traffic because it has like a very lesser CPC. Uh and it's good for remarketing as well because in remarketing you have to show the exact product that the person has seen in the past. So good for two of this objective.
Okay. Then um the I mean we have video ads. Now again in video ads guys trust me it's a what should I say u like you just know the one that you can skip okay when we talk about video ads on YouTube the most common one is the one that you guys see that you can skip but trust me there are total all of the six six total uh ad formats okay so on YouTube also we can run all the six kind of ads okay I can give you this link for your future reference um let's let me just take you through it very quickly I can take it. I can show it to you over here. So, first one is your skippable ad. Now, you would have seen an ad like this. The one that you can skip in 5 seconds, right? After 5 second, you can skip it. So, trust me, my favorite one is a skippable ad because um like this is the only ad which has a like a lowest cost per view. Okay? Like whenever I've run this ad for the Indian market, I've always got a CPV a cost per view of around 050 pesa to max 1 rupees. 1 rupee was also very rare for me. Okay, so the CPV is dirt cheap when we run ads on uh we whenever we run ads to skippable. So like below every video the view count that you see guys it is not just organic views okay it it has lot of paid views as well. So it's a combination of both.
uh I have worked with many brand who used to give us a dedicated budget just to increase their view count on YouTube and the only ad that we used to run to do that was a skippable ad. Okay. So my favorite is skippable because it's cost per view is like dirt cheap. Then you have um okay then you have non-s skippable in ad. Now non-s skippable in ad the the name says that you can't skip this ad.
Okay. At least like for 15 seconds you won't be able to skip it. Like it's a very longer video and at least like for 15 seconds you'll have to see it. Okay.
Now, similar to this, there's one more ad called as a bumper ad. Okay. So, here in the table, let me just show it to in this way. First thing, skippable ad will appear within the video. Okay. Your non-s skippable and bumper also appears within the video. The only difference is this two you can't skip. This one you can skip. Now, if this two you can't skip, if you can't skip non-s skippable and if you can't skip bumper, then what's the difference? The difference is the time duration. Your non-s skippable ad will last for 15 seconds. your bumper ad would only last for 6 seconds. So let's say if you have a very shorter crisp video to promote and you don't want people to skip it, use a bumper ad.
If you're a longer one, you have a longer second video, okay? Then you go with the non-s skippable one. Uh I have used both. It had worked as well for me.
The CPV is obviously at a little bit at a higher end. Uh but as I said, I always favor the skippable one. Then you have infy ad. Now infy ad is something that appears on your feed when you scroll on your YouTube. Okay? like this. So this was skippable this one like when you're scrolling on your feed you come across like the infeed video ad I have worked on it but usually um you know the metrics usually go at a very higher end. So how should I say because in feed video ad you can skip right like you're scrolling you can skip watching that video but your skippable non-s skippable bumper at least you have to watch it for like few time like for few seconds right in feed may the only problem is that people can just like they don't even have to skip it they can just avoid it okay uh then you have shorts nowadays you can show your ads on your YouTube shots as well and the most expensive ad is your YouTube master ad okay this is like one of the most expensive ad first thing First um so there's a lot of thing about this mastered ad. First thing that you can't run it through Google ads okay it's not possible to run it through Google ads either reach out to Google rep like Google representative or run it through DV 360.
Okay these are two ways. Second thing uh there are two options you have uh like run it for entire day. Okay, at a fixed cost and other one is um let's say you don't you can't you don't have that budget to run this ad for the entire day. You don't have that kind of money. Then the bare minimum cost that last we checked was like 10.5 or something lakhs and um the platform will commit you around 1 cr of impression. Okay, this is I'm talking about Indian market for other markets uh honestly uh didn't got chance to uh explore master ad yet but yeah for Indian market when I worked um these are two options that we have okay now what is this master ad it is nothing but the ad that like right now I'm not sure on my YouTube you'll be seeing master ad or not let's see if we are lucky we'll be able to see it yeah this one this is your mastered ad so on desktop it looks like this okay and on your phone the the first ad that you see okay that is your mastered ad and like you would have seen that okay like like whenever I open YouTube I just see ad of this particular brand like brand ad you'll be able to see so that is your master ad okay as I said if you want to run this like for one entire day it will cost you around 1.3 to 1.2C cr Indian for India market and as I said if you don't have that budget then you can take the other u other section which is like you might pay 10.5 to 10.6 six lakhs and it will commit you around 1 cr of impression. Now this master ad doesn't commit you any views any conversion anything of that sort. The only commitment that the master ad give is the impression. Okay. So hence it's like oh I mean very expensive ad um when it comes to its impact as well guys I mean whenever I have run this ad we didn't got like a great impact because I've run this for a mutual fund company. Uh so it might be different for other categories as I said I mean for other categories I've heard for FMCG and all it works really well but I run it for a mutual fund company and like for just for one month we see a lot of traffic coming on our website and all but we can't ideally we were not able to I mean you know we had other better options again as I said um brand for brands running an ad on Mstead is more of like an option than making it mandatory like they just want to explore and see how it works obviously for FMCG brand for startups who have a lot of money and they have like heavy spend on performance marketing. They prefer running master ad very frequently.
Am I clear?
And and Google by the way, trust me, Google is very smart with respect to master ad. So what they do when I said that you have to reach out to Google rep, they ask you to at least do a slot booking 30 days prior. Okay? And what they're very smart. So what they do um there are brands who would have chosen a 24 hours slot. So obviously that day that brands only ad would be shown. But there would be brand like us who just want to spend like 10.5 lakh. Okay. So what they do the club brand like us for one entire day. So like uh like let's say I've chosen 10.5 lakh. Krisha has also chosen a slot of 10.5 lakh. So they will pick up 10 brands like this and they'll give them a one day slot and that one in one entire day each one of our ad would be shown like after sometime sometime sometime. So let's say it will start with me then Chris ad then again it will they'll show my ad and accordingly at the end of the day they'll again earn above 1.2 1.3 CR.
Make sense?
So that's how it works. But yeah, my favorite on YouTube, the OG one is a skippable one. I I have lot of love for this one because I mean uh if mastered is only committing impression is better.
I spent the same amount and get lot of views from skippable ad. So there was uh you know I'm not sure how many of you know this. There was one controversy in between where uh some some singers some if you know this guy named Bacha and there was a lot of controversy that this guy has bought some subscribers on YouTube and so and so forth. Ideally it was not the case. The case was he had run such kind of ads uh to increase his views and all. Okay. So yeah I mean that's all you have under the video ad.
And what was next did I mention over here I've discussed uh search display video you have discovery ads as well.
Now discovery ad is something guys let me just show you right now only if it appears for me. Yeah this one this two can you see? So now in your Gmail as well guys obviously where you say sponsored no this is run through Google ads and this ad is called as a discovery ad. So if you want to show your ads in Gmail like this the way Google ads and Rohan builders do is doing this particular ad is called as discovery ad. Okay. So this discovery ads appear on your Gmail promotion section and it specifically says sponsored like this. Apart from this it also appears on your YouTube feed. So on you on your YouTube if you see any ad which is in picture format and not video. So see on YouTube when you're scrolling on your feed you'll have this infeed ad as well, right? But it will be in a video format. The infeed video would be in in a video format. If instead of this if you see an ad in a picture format like a carousel or one picture that is your discovery ad. So how you differentiate a YouTube ad and a discovery ad on YouTube with the format.
If it's in a video, it's an infeed video ad. If it is in a picture like a banner format, it is your discovery ad. Last but not the least, you see this discovery ad on your Google. So if you open Google on your phone and like you see that discover section where you see a lot of news and all there also you can see this discovery ad. So if I have to just show you uh yeah so on YouTube if it it will appear in a one picture or a carousel. This one is your discover section like just below your Google search bar where you see news and all there you see this and then you have Gmail. So discovery ad also performs well. It is like your display ad only. It's just that the placement is different. Display ads appear on third party websites and app. Discovery ads appears on Google plat like Google uh like your Gmail, your Google below your Google search bar and on your YouTube.
So the placements are different. The format is same which is your banner?
Make sense guys? Are you did you understood all this? Okay. And one more as I mentioned you have shopping ads as well which is only for e-commerce brands. Shopping ads you would have seen before when you like again it it I again I like shopping ads because this ad only appear when you search for it. So right now can you see when I search for tote bag this brand like Moabara Mira who are showing their ads over here in sponsored result not popular product. I'm wherever you see the sponsored one and the first appear the first one to appear is your sponsored only.
Am I clear? So again the travel agency can't run a sponsored ad uh because again you need a lot of inventory. Now again to run this you need not you just you just not need Google ads but you need one more platform called as Google merchant center uh where basically you upload all your product information and from there this details have been fetched. Those details are not been fetched from the website. They're been fetched from the Google Merchant Center.
But I love Google ads because for the precision that it has. I mean meta is also good but as I said like meta I mean the way we have search and shopping ads on Google where the the ad will only appear when the someone is searching for it. You don't have that feature on meta right? So hence I I love Google little bit more than meta because of this uh thing that they have.
Okay. Are we clear guys with respect to the ad format?
So just to show you here whenever we create a campaign right. So now if you want to can you see this local store visit and promotion this is the one this is the objective that we use to show your ads like when like for for that maps and all. Okay.
And for app promotion this is the one that we used you would see a lot of uh ads running on your play store. Right.
So it's part more of with respect to your objective than your ad format. Make sense?
And here you will see all your campaign types. So I've told you what is search ad. I've shown demand gen is nothing but discover ads. Okay? Like now we call this as demand genen. Earlier we used to call this as a discover ad. The the the one that appears on your Gmail or discover section and all. Video also I've shown you. Shopping also I've shown you. Display also I've shown you. Pax performance max is like guys okay now let's say you are a brand who want to show ad everywhere on Google like you want to show ad on search demand gen video display shopping you are like I want to show ad my my ad on all of this like you know all of the sections then you can just run one campaign which is pmax campaign and it will it will show your ad on all this placement but now let's say you choose that no I just want to run ad on search and shopping then you can't select a performance max campaign the rule of performance Max campaign is it will show your ad on all the Google property not just one or two.
So if you want like out of this five you just want to show ad on all these three places search display shopping you can't tweak that on pmax then don't then you can't run a pmax campaign. So only when when the condition is that only when you want to show ad on all the five placements then only you can run a pmax campaign.
Clear?
No, no. So that's different. That's difference. No, that's what I'm saying.
Discovery ad is for Gmail as in in Gmail also you get so many emails, right? So this is only for the sponsored part, guys. And this is expensive compared to your Mailchimp.
Try to understand Mailchimp. Yes, you'll see all the emails that you get for the brand promotion goes into Mailchimp, right? But as I mentioned, it's it's much more cheaper than running this discover ads. And as I said, when you have to do bulk email, you have to do a lot of customized email campaign. It's better to do it through Mailchimp than relying on this one. It is not, it doesn't work at as good as your Mailchimp campaign because there you feed in proper data of the people whom you want to send the email. The customization that you do here, you can't do that customization. No like on discover ad these are not customized to me guys if you could see this is not a customized ad email marketing is lot about customization make sense again this one is a like this is one through this one is to discover don't compare Mailchimp and this how do you how do you do customization Then what Google third party app you are mentioning say like can you specify you're just saying okay third party apps and website you your ad will only appear on third party websites and app who have registered themselves on Google AdSense that's it yeah displays part of third party websites and app no so in performance max displays also part no as I mentioned pmax is when you want to to add on all the sections. So displayed is what displayed is can you see uh reach potential consumer across 3 million sites and app with your creative. So this three million sites and apps are the one who have registered themselves on Google AdSense and and who have allowed Google to show ads on their sites and apps. So if those apps are registered on Google AdSense, yes, you can show your ads over there. And if you're choosing Pmax, yes, your ad will definitely show over there.
But as I mentioned T-Max is only applicable when you want to show ads on all the Google property not just one or two and for I believe Krisha someone who have a question guys with discovery ad you can't do customization guys this is not possible this demand gen campaign doesn't help you to create send a customized email pitch for Google we never say just Google ads we pitch what kind of ad we want to run on Google and for what objective behind it so you can say okay we would want to run Google search and Google discovery more for conversion with with display will try to get some traffic and remarketing and with video we'll try to get some awareness okay you can't bifocate that on meta because see on meta you know like here if you would see when you choose one objective it gives you so many options so you have to choose you can't show you like as I said there's no if you are doing pmax then you just need one campaign but let's say you have just chosen I want to show ad on video then the steps are completely different than what you have for search so on Google the campaign creation is much more lengthy India compared to meta. Meta is very straightforward like it's very simple because they don't have so much kind of different options altogether.
Okay. So for channel you'll have to mention in this way I've already I've already have things spoken and now again you can say uh main platform you can just say primary platform secondary platform. If you are like you can present in this way as well that this are the primary platform where we would want to do our promotion and then if we want to do some testing out. So like we always mentioned that this are my primary platform and for to test out test uh for test out purpose or like your secondary platform you can pitch other paid platforms as well as I said if if if the brand if that agency can try out LinkedIn as well they can try out Kora as well because on Kora there are many people who go and search so you can use when I say Kora I mean Q&A kind of a platform like your Kora and Reddit they also have an ad section okay uh so you can pitch that as well but as I said you can say it in this way that this are primary focus platform and this are like for testing out purpose because this platform won't performed as great as your Google and meta the Google and meta like your OG platform every media plan every paid campaign has Google and meta within it you can't I've hardly seen any brand running avoiding Google and meta and focusing on other platforms until unless like they are like uh traders and all who just sell on Amazon and they just don't want to focus on Amazon and they don't have a website and all But most of the time like 90 I don't know 95% of the time the major focus has been Google and meta.
Okay. So let's go back to activity. We have discussed enough over here. By the way you have this tool called as unbounce as well. Okay. Again uh it has a free version but ideally at the end of the day I mean it's it's only a trial thing. Can you see 13 days left on the trial? So uh ideally this trial after 30 days you'll have to buy a version of it but let's say you just want to create a free landing page for like a very for a duration only then you can create a free WordPress website as well. The only problem would be it would look like um the reason you're getting a free website from WordPress. Now again uh the things you get from Shopify and all as well vix and all as well but there you have a trial period again after the trial period expire you might have to pay them. So the good thing about WordPress is you don't have to pay like you can keep this like for a very for lifetime as well ideally and you can create at least you guys can create a um how should I say a static by the way I'll show you one website I mean it's still work in progress this is like my family business website it's it's created on WordPress so I mean for B2B for a service kind of thing this landing page works like kry uh what should I say WordPress works a lot like if you want to create like this is created on WordPress No coding, nothing of that sort required. So if you want to create a simple website like which is only for inquiry purpose, a simple B2B kind of a page, service page, WordPress works really well. Yes, if you are creating an e-commerce brand, then you have to work on platform like W, Shopify and all. But this is all created on WordPress. And even if you're a non-technical person, you can still use WordPress. I mean my job is not to teach you WordPress, but I'm just showing you how WordPress looks like. So you can create as many pages but it's just that for this when I say this is not free because I had to buy the domain and hosting. Okay, make sense? So this one is free because extension says WordPress.com. For this one I had to pay for the domain and the hosting. Domain is nothing but this. I had to pay for this name. Hosting is where this data has been stored. So when we create a website all this pictures, all this content it gets stored, right?
So it gets stored in the hosting space.
So you have to when you create like a proper professional website even like on for WordPress you'll have to buy a domain and hosting. Now again to buy that you have many platform like GoDaddy, Hostinger, uh namechip so and so am I clear? So this one for this the domain like the platform is free but yes the domain hosting we have to pay for that.
Clear? But like you can create like a decent website like this. You don't have to like pray pay a lot as well. It's just that every year or I mean don't know if if I'm not sure for how much time you buy the domain and hosting but you'll have to keep on renewing it. This one is completely free.
So this is like this is what and but but in free there are a lot of restriction.
You can't you can't do you can't like so the problem with the free website is I'll tell you um on free website.
So WordPress has this feature called as plug-in. Okay. Now what is the role of this plug-in? It's like you buy a phone but it's telling like imagine you have bought a phone but it doesn't allow you to install any apps. Okay. That's the same way the free WordPress website works. Okay. So those plugins are your apps that can help you to create a very good website. Okay. Otherwise, if you don't have plugins, you will create a website like this, which would also work for a portfolio page. So, if you if you want to create your portfolio page and all like where you want to show your work and all, this is like one of my student has done this by the way. So, she didn't wanted to spend money, but she wanted to show her work. She thought let me do it in a different way. So, she created like a free WordPress website. So for portfolio this would work but as I mentioned you can't create like a very u unique designs and all of that for that you need a plug-in on WordPress and to have that plug-in you have to buy you have to create like a proper WordPress website then you'll have to buy a domain and hosting so imagine this is a website that has been created without taking help of any app the one that I've shown you the my the business one that was with the help of lot of plugins okay this one is good if you are a student or like you you are doing some freelancing or you are just creating a portfolio thing like it's good for portfolio it's it's good for blog writing as well for that matter but at one point of time if your blog is getting a lot of traffic you will have to buy like a proper domain but you can do some practice over here is what I'm saying I mean it doesn't give you lot of data to be very honest it's it's like you can create your Google search console if you would want do but again it's not that indepth and the one who create a free WordPress website I'm I have never seen them been senior enough to check their website performance they have one section over there what you can do you can create a Google antics account for this and you can create a search console property as well but ideally if if you are a business I never recommend to do this so yes I mean and apart from WordPress guys you have this tool called as unbounce as well again as I said this is also not free like but see nowadays to create a website to create a basic good website you don't need to know coding because I mean there are many platform like this who can who will give you a template you just need to edit content in that template like for this one okay let's say I want to create a landing page okay I I'll just choose my industry let's say I'm creating for health and wellness I just have to choose a template and I have to edit it and I can I my website is done let's say I want to do it for this okay see this I'll just say start with this template Ed.
So this is like a tool unbox and I just have to edit the content over here. It's like your Canva. By the way, if you know Canva also allows you to create a landing page.
So it's just like how should I say change the image, change this content like I can just edit it. I can just change this picture. I can edit this line over here. I can do everything.
It's it's like just cut edit. Nothing much.
So like I don't want this. this I can edit it. I can just say skin care whatever it is. So it's like you're just editing things over here. I can edit this entire part whatever XY Z I would want to write. So you don't you how like you don't have to put any brains only you know guys you it's it's just a tool you just have to edit it from here. You get all like like Canva you can change the uh text style text size uh color you want to make it bold you want to make it center align it's it's it's like a Canva only. Here you can add all the image, logo, button. These are the sections that you want. Let's say I want to create a section over here. So I'll say okay, I want to create a section. I want to add a box. So I'll say okay, I want to add a box over here. You see? So it's it's just like dra drag and drop.
So there are tools like this as well which will help you to create a landing page. But as I said, it depends on the business need. You can't say you can't see first you have to listen what is their need. What why they why they want to create the website. if they want to create a website for e-commerce, you never recommend. So WordPress also gives you an option to create an e-commerce website, but no one recommends that because it's not that great. Okay? So you for e-commerce, the best one to go is with Shopify. If you can't afford of Shopify, you go to the lower end like Wix can be a lower uh endalla website that you can create. Again, it's it's like this unbouncy, wig, they are also like this. You choose you choose a template and you edit it.
There's no coding required.
Okay. Now, if you want to create a basic service page like for B2B or like I don't know any any kind of service page and all like you are opening a digital marketing agency, you want to start your training and you want a page then create it on WordPress. You don't need Shopify and Wix for that then and if you just want to create a portfolio just to show your work and all then you can use a free WordPress thing as well. Now again you don't want to look cheaper in front of your in front of your client then obviously buy a proper domain and hosting is what I would say.
clear.
So it kindly I mean there's no one answer to it. You have to listen to what your client has to say and then accordingly you have to reply. You can't just say that okay create on this tool create on this tool. Listen to what is the request and accordingly you can suggest obviously you should have a knowledge to suggest as well. But I think I've given you an overview on what basis people choose what kind of platforms to create their website. Now let's say people there are brands who want to create like more better shopping website. So they from Shopify they move to Magento. There's something the platform called as Magento as well. Now let's say you are brand like Amazon, Myntra and all who have lot of inventory who have a lot of changes coming up.
They make a proper coded website. So for all those bigger brands like proper shopping bigger brands e aggregators and all they don't use vix and all they rely on proper coding because coding with coding you can do a lot of customization which is not possible on all these platform like Shopify vix and all.
So let's discuss your conversion rate optimization. Bob strategy strategized a paid campaign chose the ad medium and budgeted it for agency. His manager had asked him if the paid campaign that he is running is effective. In order to analyze this he need to know the conversion percentage using the available data. Let's help Bob achieve this goal. Okay. Now honestly for this you will have you'll get some data when you'll when you'll work on your capstone project guys because this is just like an overview slide. So for this guys ideally you need a data to do the comparison and we have a data uh below like we have a table over here. So we'll do an analysis over there not not on this slide. But when I say conversion rate optimization, what does this term mean? Conversion rate optimization is guys like let's say whichever campaign your campaigns are not performing well.
Okay, you see uh on whenever we run paid campaign guys. Okay, let's just understand over here conversion rate optimization. What does this term mean is that how would you improve your campaign? Try trust me if you start your campaign like you will think of all the good strategies but trust me it won't there are like half of the time it won't perform the way you have thought okay so in conversion rate optimization we give suggestions to the client that what are the changes we will make to our campaign so that our conversion rate improves and this is what we this is what we mean by conversion rate optimization the word optimization means that what are the changes that we'll make to our campaign to make it perform okay if it's underperforming to improve the performance what are the changes that we would do okay now your suggestions are usually based on different criterias and I'll note down the criterias over here for you guys okay starting with let's first focus I'll just only talk about the criterias for meta and for Google because they are the major platform so on meta ads what are the suggestions like what are the ways you can give your suggestion to improve your conversion rate Okay, first one is your platform and placement. Okay, what do I mean by platform and placement? Analyze the non performing platform and placement and pause them. Okay, first thing and trust me to do this you need to have at least minimum 30 days data okay if not 30 15 at least you should have enough data to give your optimization guys like you can't say that I started my campaign today and like I waited for 2 days and it is not performing guys you have to give the platform some learning period okay so you have to at least give learning period of 30 15 to 30 days to get to get that analysis. Okay? You can't just wait for 2 days and you see uh you tell me ma'am Instagram is not performing and Facebook is performing.
No, I need enough data to come across this conclusion. Okay. So whenever you give any suggestion with respect to improing improving your conversion rate or giving any suggestion for the optimization always wait for to get enough data. Okay. minimum I'm saying like I I always say for 30 days but let's say you have a very you're working with a very small client they can't afford waiting for 30 days and at least two weeks of data okay so the first thing you can do is you can analyze you can check which are the platform let's say you're running one campaign as I said meta will give you all of this data that how much Instagram has spent how much you have spent on Facebook what kind of results you have got so analyze when I say optimization first you have to analyze you have to do a lot of analysis on the platform right so you can analyze guys and you can let the client know what are the platform and placement which are not working and turn it off only spend on those platform and placement which is working for you right then do some creative level analysis when I say creative level analysis see what kind of ads are working right is your static ad working or is your video ad working correct then do your audience level analysis okay so audience level analysis find out what audience is working for you your saved like is saved audience working or lookalike or remarketing which one is working. So you have to break down your campaign in all this level to find out what is performing what is not performing. Okay.
Do some AB testing with your landing page. Okay. Sometime everything is great. Your entire campaign is great.
Your targeting is correct. Platform is correct. Ad is also correct. The problem is with your landing page. Then do some AB testing. One take one ad to homepage.
take second ad to a another page and see where you are getting better conversion rate. There could be some loopholes with your page itself.
Right? And by the way, when I say creative level analysis, it is not just with respect to your video or image. It is also with respect to your text copies. It is also with respect to your CTA. It is also with respect to the communication that you use. So do a thorough analysis to give that suggestion. See when I say optimization, optimization is all about checking all this data. You have to check all this touch point and then let your client know okay this is working, this is not working. Let's turn off what is not working. So automatically if you turn off what is not working, your conversion rate would increase because now your 100 per like earlier it was like you're spending only 30% on what's performing.
Now you'll be spending 100% on what's performing. So if you're spending 100% of your money on what's performing, ideally your conversion rate would improve.
Make sense?
Guys, yes, no. This is what you can majorly do on meta. Now on Google, Google the strategies are very different. But yeah, I can give you again uh let's start with Google search. For Google search, the first thing is your keywords, guys. Like it's it's how should I say everything is dependent on your keywords. Okay? So you have to have you have to give a list to your client of performing and non-performing keywords. We all see guys on what basis you are judging this is performing this is not performing based on you know what metrics decides the performance is your conversion cost per conversion and your conversion rate you are saying that one one keyword has a conversion rate of 1% other has a conversion rate of 10%. Obviously, the 1% is non-performing, right? So, the first one is all about performing and non-performing keywords. Very important. You have to tell your client when I say this, you have to let your client know is generic performing better or brand or competitor. So, give that analysis.
Longtail is performing better or short tail. So, you have to give a thorough keyword research analysis to your client. Even keyword analysis also depends on categories. Let's say your shoes category is performing better than sneaker category keyword. So it can be also difference with your categories.
You never know. So when I say keyword research, do a thorough analysis on that. Okay. Then by the way guys also I mentioned I forgot to mention it over here. Your location, gender, age also plays a very important role. Your campaign might be performing well for some location. it won't be performing well for some it won't be performing well for some of the locations. So do some dog uh demographic and geography analysis as well. Same goes for Google search. Check for which location your campaign is performing or not performing. Gender, age, this is like basic.
Okay. And apart from that you have to do your ad analysis again on search as well.
Now on Google display and video you have targetings. Okay. So and Google display video have a lot of targeting types. I'll just give you a glance. So you can target basically based on so here the campaign will show you how your ads are performing on some specific websites and apps. Right? So you can you can just see how your targetings are performing same how your ads are performing and how your other demographic like location, gender and age has been performing. The whole point of your conversion rate optimization is guys you have to give suggestions and they'll give you data like for this one they are not asking you to do all of this. They have given you a data. See this can you see number of visitor number of conversion conversion rate. So there's a good chance in your caption you'll give you'll get the data. You just have to analyze the data and you have to respond accordingly.
Am I clear?
Guys, I'm just covering see I'm just helping you out with how would you perform your capstone. Okay, I'm just giving you the touch point. I'm just giving you the thought process. Rest you have to you have to you have to do some brainstorming from your end as well. Am I clear?
So mostly for the conversion rate optimization they will give you a data like this. So they have given a data here for an example. Okay. So here can you see analyze the campaign conversion.
Bob knows how to analyze the campaign conversion. Now he wants to know how to calculate the conversion rate along with it. He wants to observe a few example.
Okay. So they have given you an activity over here right with the available data. Bob identified the conversion rate for the paid campaign. Now see guys how do you now this is more based on formula. I have told you how to calculate the conversion rate right? If you remember if you go back to my first lecture where we have done this. So the formula to calculate your conversion rate was what? You have to take your conversion divided by your clicks or impression depends on what is given in your data and you have to do it into 100. Let's say the data that has been presented to you have clicks instead of impression then divide it by clicks. If it has impression and not clicks then divide it by impression. But first you have to take your conversion then you divide either with clicks or impression based on what data has been presented and you have to do it in 100 because conversion rate is always in percentage.
Okay. So for this you just need to know the formula for let's say for if you get this question on um his manager has asked him if the paid cap not this one sorry this one we have covered this conversion rate optimization I'm talking about this one Bob knows how to analyze the campaign conversion now he wants to know how to calculate the conversion rate right so to calculate the conversion rate you should just know the formula which is your conversion divided by clicks or impression when I why why I say clicks or impression because it depends if if the table just have clicks and not impression you divide it by clicks. If the table have impression then you divide it by impression. Okay.
So your clicks or impression in 200 and that's how you find out a conversion rate. So here you just need to use a helper formula and for this kind of question of compare the different campaign they'll give you data like this. Okay. So now which is the last part of our activity today. So what does this says? With the available data, Bob identified the conversion rate for the paid campaign that he was running. The sales and marketing team of his organization want to compare how their competitor is performing after moving to digital marketing. They have approached Bob and asked him to track how the computer campaign is performing.
Bob want to compare the computer campaign with the campaign that he has created. Also, he wants to interpret the result and provide a conclusion on whether his paid campaign is effective or not. Now for that the data would be shared like this. Okay. So activity compare different campaign. Okay. Now this is basically your competitor's numbers NXedia ABCD whatever it is. Now with this data we can you just have to see the numbers and you have to do a comparison. For example let's see this for campaign one. Which one is better?
What do you think guys? Which one is better?
So when they had this this this were the amount of conversions they have got.
These are the amount of number of visitors that you have that they have got. Okay. Ideally if you see NXedia and ABC the ABC is has performed better than XP NXedia for the campaign one because it has higher amount of number of visitor. It also has higher number of number of conversions.
Right? Because the conversion rate is same. I'm doing comparison based on number of visitors and number of conversion. Okay. for the second campaign if you would see let's see so now here more than see as I said our focus is on conversion rate here because the conversion rate was same I said that you know ABCD is ABC is better but now here because you can clearly see the conversion rate of NXeredia is better in campaign to NXia is a better performing one right and last but not the least so why it is better because out of 3,000 000 people half of the people have converted here only 45% of the people have converted so obviously NXPdia is better than ABC so your first priority should be given to conversion rate okay here because the conversion rate was equal I said that you know ABC is better but in this case your NXedia is better even in this case if you would see your NXedia is better because 70% of people are converting so basically out of like 5,000 clicks let's say consider visitor as clicks out of 5,000 clicks if 3,500 people are getting converted don't you think this is better any day compared to ABC so for this activity of comparing the data ideally your first priority should be conversion rate and if you get a example like this where the conversion rate is same then see the number count which has got highest amount of conversion but the priorities goes with conversion rate and then number of conversion not other way round. And with that, we have come to the end of this course. If you have any doubts or questions, ask them in the comment section below. Our team of experts will reply to you as soon as possible. Thank you and keep learning with Simply.
Vidéos Similaires
The #1 Reason Your Top People Keep Leaving (How to Fix It)
Entreleadership
470 views•2026-05-29
What Happens After A Motorcycle Dealership Shuts Down?
FastestWay.1
374 views•2026-05-29
The Evolution of DSP's Pokemon Unpack-ack-acking Grift
Toxicity_Unmasked
2K views•2026-05-29
Help re-structure my finances, I want to buy a house, save and invest
JennNxumalo
2K views•2026-05-29
Asian Paints Q4 Results: Revenue Beats Estimates, 5 Key Takeaways For Investors
NDTVProfitIndia
111 views•2026-05-29
Are you busy but still feeling broke?
TaraWagner
305 views•2026-06-01
Building Companies That Last: Sanjeev Bikhchandani on Founders, Funding & Growth
ICICIDirectOfficial
158 views•2026-06-02
What El Niño Means For FMCG Stocks & Rural Demand | Market Panic Or Buying Opportunity
NDTVProfitIndia
199 views•2026-06-02
Tendances
Why Batman Lets The Joker Live 🤨
zackdfilms
9222K views•2026-05-30
They're Complete Trash
penguinz0
558K views•2026-06-04
The Murder of Deputy Caleb Conley
MidwestSafety
810K views•2026-06-04
I Bought FAKE HopeScope Merch (and paid a subscriber to give it a makeover) | Hopeful Hauls
HangWithHopescope
158K views•2026-06-04