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.

1. Fundamentals of Paid Media
ANANDAN PILLAI

2. Types of Paid Media
AUCTION
Google, Facebook, YouTube,
Twitter, LinkedIn, Pinterest,
Programmatic
FIXED BUY
YouTube, Display Properties,
Affiliate Advertising, Email Marketing

3. Media objectives: Google

4. Media objectives: Facebook

5. Media objectives: LinkedIn

6. Media objectives: Twitter

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. 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. 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. Campaign Optimization Type
 Landing Page Views
 Impressions
 Reach
 Leads
 Maximize Clicks
 Manual CPC
 Maximize Conversions
 Target ROAS (Return on Ad Spend)

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. Pixels (place them all website pages)
 Google Adwords Pixel
 Facebook Pixel
 LinkedIn Pixel

13. User Journey
Ad Viewed
Clicked
Reached
Landing Page
Filled Lead /
Transacted
Dropped
Ignored100
15 - 20
30 - 40
2 - 3

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. 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. 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. Thank you