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Fundamentals of Paid Media

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Digital Marketing is usually divided into Paid Media, Owned Media and Earned Media. This presentation talks about how one should go about Paid Media. It is a brief overview of how auction method of advertising is possible on Google, Facebook, Twitter, LinkedIn etc.

Check out other informative digital marketing presentations on my channel and share it with your friends.

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Fundamentals of Paid Media

  1. 1. Fundamentals of Paid Media ANANDAN PILLAI
  2. 2. Types of Paid Media AUCTION Google, Facebook, YouTube, Twitter, LinkedIn, Pinterest, Programmatic FIXED BUY YouTube, Display Properties, Affiliate Advertising, Email Marketing
  3. 3. Media objectives: Google
  4. 4. Media objectives: Facebook
  5. 5. Media objectives: LinkedIn
  6. 6. Media objectives: Twitter
  7. 7. Media objective ≠ Marketing objective  Use Case 1: Brand launches a new video commercial. Will you go for Reach Objective or Video Objective?  Use Case 2: A brand wants to get more leads. Will you go for Website Traffic Objective or Lead Generation Objective?  Use Case 3: A brand wants to communicate about an upcoming offer. Will you go for Engagement Objective or Brand Awareness Objective?  Use Case 4: A brand wants to maximize sales during a festive sale offer. Will you go for Website Traffic or Reach or Conversions Objective?  Use Case 5: A new mobile app is launched. Will you go for App Install Objective or Brand Awareness or Conversion Objective?
  8. 8. Audience Targeting  Demographical – age, gender, HHI, geo,  Affinity – long term platform and content consumption behavior  Interest – active content and platform behavior in last 30 days  Custom Audience – approach to segment audience basis prior interaction  Video views  Page visits  Leads  Purchase  Custom Intent – unique for GDN and Programmatic, find high intent audience on display platform  Lookalike (Similar) Audience – snowball approach, extrapolate audience basis available set of audience pool  Remarketing – retarget users basis past behavior (equivalent to Custom Audience)
  9. 9. Media Buying Type  CPM – Cost Per Mile or Cost Per Thousand Impressions  CPR – Cost Per Reach (Unique No. of People Reached)  CPC – Cost Per Click – Cost you agree to pay for a single click on the advertisement  CPV – Cost Per View – Definition of a view varies from one channel to other  CPL – Cost Per Lead  CPD – Cost Per Download  CPT – Cost Per Transaction  CPS – Cost Per Sale
  10. 10. Campaign Optimization Type  Landing Page Views  Impressions  Reach  Leads  Maximize Clicks  Manual CPC  Maximize Conversions  Target ROAS (Return on Ad Spend)
  11. 11. Media Buying Type x Campaign Optimization Type Media Buying Type Campaign Optimization Type CPM Reach CPM Leads CPC Landing Page CPC Conversions CPC ROAS CPC Download CPV Leads CPV ROAS
  12. 12. Pixels (place them all website pages)  Google Adwords Pixel  Facebook Pixel  LinkedIn Pixel
  13. 13. User Journey Ad Viewed Clicked Reached Landing Page Filled Lead / Transacted Dropped Ignored100 15 - 20 30 - 40 2 - 3
  14. 14. Urchin Tracking Module (UTM) Facebook SEM Direct Display YouTube Landing Page Destination to create utm parameters: https://ga-dev-tools.appspot.com/campaign-url-builder/
  15. 15. Sample Campaign Tracking Channels utm_source utm_medium utm_campaign utm_term utm_content Facebook Facebook Banner North-Branding - Lifestyle Facebook Facebook Carousel North-Branding - Product-shots Google SEM CPC North-Branding Brand-term - Google SEM CPC North-Branding Generic-term - GDN GDN Display North-Branding - ProductA GDN GDN Display North-Branding - ProductB YouTube YouTube Video North-Branding - 30secs YouTube YouTube Video North-Branding - 15secs
  16. 16. Sample URLs  https://termlife.policybazaar.com/?utm_source=taboola&utm_medium=native&utm _term=ndtv&utm_campaign=Term_Insurance_Desktop_India_Akshay_IncomeAbove 10Lac_600x500  https://www.mysleepwell.com/ipl- 2020?utm_source=dv360&utm_medium=CPM_IPLCampaign&utm_campaign=sleep wellAtHome&utm_content=iplcontent&utm_term=findstore  https://www.mgmotor.co.in/tools/ebooking?utm_source=Cadreon_MGHectorPlus_P ro_Rkmt_June&utm_medium=Cadreon_MGHectorPlus_Pros_Rkmt_July20&utm_cam paign=MG_HectorPlus_Pros_Rkmt_Cadreon_July20&utm_term=CPM&dclid=CN6C3 r-q5OsCFbqLSwUdcZ8K9w
  17. 17. Thank you

Digital Marketing is usually divided into Paid Media, Owned Media and Earned Media. This presentation talks about how one should go about Paid Media. It is a brief overview of how auction method of advertising is possible on Google, Facebook, Twitter, LinkedIn etc. Check out other informative digital marketing presentations on my channel and share it with your friends.

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