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REVISIT : THE METRICS

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The Basic Metrics

Impression vs Reach

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The Basic Metrics

CPC marketing is often more

expensive than CPM, it is
often used in lead
generation campaigns as it
is considered to drive more
traffic to the advertiser's
website, and is great for
building brand engagement.
CPC is a popular pricing
model that is used by the
Google Ads ad network as
well as by Facebook.

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CPC is a popular pricing model,

while CTR is one of several key
performance indicators that
determine whether an ad
campaign is effective at driving
users to a web page or landing
page.

A high CTR, for example, is a

good indication that an ad
campaign resonates with the
target audience.

CPL marketing is a popular

choice in the eCommerce
space for businesses selling
subscriptions and high-value
products. CPL is a great
choice for businesses
looking to capture data
from potential customers—
such as email addresses.

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CPV refers to the amount an

advertiser pays when a user
watches their video ad. CPV
advertising is particularly
popular with app marketers
running video ad campaigns
for brand awareness.

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CPA model only pay for user

conversions, it is not as
popular as it carries the risk
until the point of conversion.

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CPI pricing model was

the most frequently
used metric for
measuring campaign
performance in the
mobile app ecosphere.

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Digital Marketing Strategies (Week 11)

Campaign Planning on Digital Platforms

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Facebook Advertising

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Why FB Ads?

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Advertising on Facebook

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Facebook for Business

Facebook reach
It measures the number of people who
see the new post or content

Organic reach
It is the reach that Facebook gives
advertisers for free
Facebook organic reach has
dropped significantly today

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Facebook for Business

Relying on free organic reach of Facebook business page

limits the post to be seen only by 1% of fan base

To boost Facebook organic reach, businesses should

allocate some budget to advertise from their Facebook
page

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Advertising from a Facebook Page

Business goals and ad types

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Advertising from a Facebook Page

Business goals and ad types

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Advertising from a Facebook Page

Business goals and ad types

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Facebook and Instagram Ad Campaign

Setting up a Business Manager Account

In the Business Manager

account, you can access your
Business Page, ads and allow
access for people to manage
your account

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Facebook and Instagram Ad Campaign

Setting up a Business Manager Account

The next step is to create a

new Ad Account so that
you can start to advertise

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Facebook and Instagram Ad Campaign

Setting up a Business Manager Account

• This new Ad Account is

called the Facebook Ads
Manager
• This is where you set up
advertisement
campaigns, your ads,
target audience and
check on performance
metrics

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Steps for Starting a New Campaign

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Steps for Starting a New Campaign: Step 1

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Steps for Starting a New Campaign: Step 2

Potential reach is an estimate of how many people are in an ad set’s target audience

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Potential Reach

Potential reach is an estimate of how many people are in an ad set’s target audience

A convenient way to evaluate whether your potential audience size is too

big or small is to use the “Potential Reach” dial

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Custom Audience

• It is an ad targeting option that lets

you find your existing audiences
among people who are on Facebook
• Uploading your customer database on
Facebook is the easiest way to create
custom audience

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Lookalike Audience
• A lookalike audience is a group of
new customers who are similar to
your existing customers.
• Using this feature, you can
expand your advertising reach
• Facebook recommends that
you upload an audience list
comprising 1,000- 50,000
people, for better targeting
results.

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Steps for Starting a New Campaign: Step 3

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Steps for Starting a New Campaign: Step 4

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Steps for Starting a New Campaign: Step 4

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Steps for Starting a New Campaign: Step 4

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Steps for Starting a New Campaign: Step 5

• Select where your ads will be displayed in

Facebook and Instagram platforms
• Examples of placements on Facebook will
be on the News Feeds, Video Feeds or
Stories.
• In Instagram, you can choose your ad to
appear on Instagram Stories or Feed

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WhatsApp for Business

Run Facebook ad campaigns to drive prospects to your WhatsApp Business

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Features of the WhatsApp Business app

• Customising business profile

• Reporting statistics
• Messaging tools availability

Labels Quick replies

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Features of the WhatsApp Business app

Run Facebook ad campaigns to

drive more prospects to your
WhatsApp Business

Facebook Ads can direct to WhatsApp chat

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WhatsApp Business Policy

• Businesses must first receive an opt-in

permission from customers
- E.g. run the Facebook click-to-WhatsApp
campaign
• Businesses need to pay for each message
sent in certain situations

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WhatsApp Message Types

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Email Marketing

Customer Acquisition across Ad Platforms

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ROI Across Ad Types

To achieve high performance and effectiveness in email marketing, personalise the email

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Stages of Email Marketing Segmentation

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Email Marketing

Behaviour-triggered email campaigns achieve

higher performance because they are:
• Personalised
• Relevant
• Contextualised timely

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Best Practices in Email Marketing

Follow these best practices to achieve high performance and ROI from your email
marketing campaigns

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Best Practices in Email Marketing: Getting Permission

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Best Practices in Email Marketing: Getting Permission

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Best Practices in Email Marketing

• After building the permission list:

• Send you email campaign using a marketing
software
• Use the reports from the software to measure
deliverability to conversions

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Best Practices in Email Marketing : Getting Permission

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Best Practices in Email Marketing : Getting Permission

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Best Practices in Email Marketing: Getting Permission

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Data From Email Marketing Studies

The average global open rate is around 20%

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Best Practices in Email Marketing: Matching Expectations

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Open Rate and Power words for Subject Lines

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Best Practices in Email Marketing : Matching Expectations

Percentage of recipients Percentage of recipients

who click a given URL who respond to landing
in the email page CTA

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Features of Marketing Automation Tools

Example: ActiveCampaign

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Marketing Automation: Workflow Builder

The workflow builder:

• Helps set up flowcharts of
manual tasks that could be
automated
• Helps in increase marketing
efficiency

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Marketing Automation: Examples

Examples of brands of popular marketing automation

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LinkedIn Advertising

The first step in setting up LinkedIn paid advertising campaign is selecting the
campaign objectives

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LinkedIn Advertising

Advertisers can launch paid advertising

campaigns and target LinkedIn audiences by:

Key advantage of LinkedIn

advertising is the rich
audience data

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LinkedIn Sponsored Content

LinkedIn Sponsored Content ads are native ads in LinkedIn news feeds

Create a lead generation form to capture leads in the LinkedIn advertising

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LinkedIn Ad Formats and Pricing

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Advertising on Digital Platforms: Summary

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