The pack describes: - the best channels to build Brand Awareness - how to leverage Social Media to build brands - how to measure the impact

1. DIGITAL
ADVERTISING
STRATEGY
October 22
by Victoria Rusnac

2. Marketing strategy
Brand strategy
Product marketing
P&L management
Customer Marketing
Growth Marketing
Digital Marketing
MARKETING IN FMCG, TELCO AND TECH

3. https://techcrunch.com/2016/08/07/how-google-analytics-ruined-marketing/
DIGITAL BLENDS IN AVERTISING, PUBLICITY AND DM

4. 4
1. WHY TO ADVERTISE ON DIGITAL?
2. WHAT ARE THE CHANNELS?
3. SEARCH VS SOCIAL MEDIA?
4. WHAT CHANNEL SHOULD YOU USE?
ESSENTIAL QUESTIONS

5. 5
WHY SHOULD YOU ADVERTISE ON DIGITAL?
§ Easy to buy
§ Cost effective
§ Targeting
§ Measurability

6. 6
1. WHY TO ADVERTISE ON DIGITAL?
2. WHAT ARE THE CHANNELS?
3. SEARCH VS SOCIAL MEDIA?
4. WHAT CHANNEL SHOULD YOU USE?
ESSENTIAL QUESTIONS

7. TOP WEBSITE WORLWIDE
https://www.similarweb.com/top-websites/united-kingdom

8. 8
DIGITAL CHANNELS
Search
Google
Bing
Yandex
Baidu
Social Media Display
All websites
Newspapers
Native networks
Programmatic
Facebook
Instagram
YouTube
Twitter
LinkedIn

9. Data: 2019
SOCILA MEDIA CHANNELS

10. 10
1. WHY TO ADVERTISE ON DIGITAL?
2. WHAT ARE THE CHANNELS?
3. SEARCH VS SOCIAL MEDIA?
4. WHAT CHANNEL SHOULD YOU USE?
ESSENTIAL QUESTIONS

11. 11
SEARCH SOCIAL
Pull.
Middle to low funnel.
Intent driven.
Your ad is the answer to user’s question.
Keyword-targeting.
Text ad format.
Push.
Top and Middle of the funnel.
Fuel search campaigns.
Targeting based on segments.
The user is not actively looking for the product.
The user is being interrupted by our ads.
Display, video or text ad formats.
Storytelling and brand building.
PAID SOCIAL VS SEARCH = PUSH VS PULL

12. 12
1. WHY TO ADVERTISE ON DIGITAL?
2. WHAT ARE THE CHANNELS?
3. SEARCH VS SOCIAL MEDIA?
4. WHAT CHANNEL SHOULD YOU USE?
ESSENTIAL QUESTIONS

13. 13
SELECT THE CHANNELS
§ What are my goals ?
§ Is my target audience on the platform?
§ Can I create content that fits the platform and my business?
§ Do I have the budget to reach my target audience on that platform?

14. 14
1. ADVERTISING VS DIRECT MARKETING
2. MESSAGE CONSISTENCY
3. SEQUENTIAL ADS
4. MEDIA METRICS
5. MEASUREMENT
SOCIAL MEDIA ADVERTISING

15. ADVERTISING VS DIRECT MARKETING
https://www.facebook.com/business/success

16. ADVERTISING VS DIRECT MARKETING
https://www.facebook.com/business/success

17. ADVERTISING VS DIRECT MARKETING
https://www.facebook.com/business/success

18. 18
SOCIAL MEDIA ADVERTISING
1. ADVERTISING VS DIRECT MARKETING
2. MESSAGE CONSISTENCY
3. SEQUENTIAL ADS
4. MEDIA METRICS
5. MEASUREMENT

19. YOUR CONTENT: FACEBOOK AD AND LANDING PAGE

20. 20
SOCIAL MEDIA ADVERTISING
1. ADVERTISING VS DIRECT MARKETING
2. MESSAGE CONSISTENCY
3. SEQUENTIAL ADS
4. MEDIA METRICS
5. MEASUREMENT

21. SEQUENTIAL ADS
You need to nurture your audience and move them
gradually from awareness to purchase.
Sequential Advertising is when a series of ads are
shown to the audience in a specific order, and each
message informs the next.
They used a sequence of three ads with messaging
designed to achieve:
1. Branding
2. Consideration
3. Action
Consideration
Conversion
Awareness

22. SEQUENTIAL ADS: Fashercise

23. SEQUENTIAL ADS: Flamingo Candles

24. 24
1. ADVERTISING VS DIRECT MARKETING
2. MESSAGE CONSISTENCY
3. SEQUENTIAL ADS
4. MEDIA METRICS
5. MEASUREMENT
SOCIAL MEDIA ADVERTISING

25. FACEBOOK METRICS: GENERAL
• Impressions: the total number of times your ad was shown. This is different from Reach.
• Reach: the number of individual people who have seen your ad.
• Cost Per 1,000 Impressions (CPM): the average cost to show your ad 1,000 times. Think of
this as Facebook’s price tag; it varies depending on the demand for the audience you’re
targeting at the time you’re running ads.
• ThruPlay is an optimization and billing option for video ads through the video views objective.
ThruPlay allows advertisers to optimize and choose to pay only for ads that are played to
completion, or for at least 15 seconds.
• CPC (Link): the average cost of each click from your ad over to your website. Calculated by
taking the Amount Spent divided by the number of Link Clicks.
• Frequency: the average number of times each individual has seen your ad. Calculated by
Impressions divided by Reach.
• Link Clicks: the number of people who clicked on your ad and were directed to your opt-in
page.

26. FACEBOOK METRICS: CAMPAIGN SPECIFIC
For Video Ads
• Video Views: the number of times your video has been viewed for 3 seconds or more.
• Average % of Video Viewed: what percent of your video was actually seen by all the people
who “viewed” it.
• Video Views to 75%: what percent of people who “viewed” your video actually watched it until
the 75% mark.
For Lead Generation, “Content Awareness” or email sign-ups campaigns
• Leads: the number of people who signed up on your landing page after clicking on your
Facebook ad. Cost per Lead: how much each sign-up has cost you so far. Calculated by
taking the Amount Spent and dividing it by the number of Leads.
For Campaigns to Make Sales
• Checkouts: the number of people who converted to customers from your ad. This requires
you to have set up conversion tracking on the purchase completion page.
• Cost per Checkout: how much each sale has cost you so far. Calculated by taking the
Amount Spent and dividing it by the number of Checkouts.

27. 27
1. ADVERTISING VS DIRECT MARKETING
2. MESSAGE CONSISTENCY
3. SEQUENTIAL ADS
4. MEDIA METRICS
5. MEASUREMENT
SOCIAL MEDIA ADVERTISING

28. ADVERTISING TO INCREASE BRAND AWARENESS
Objective
The brand awareness objective gives you the estimated ad recall lift (people) metric, which shows how
many people we estimate would remember your ad if we asked them within two days.
Brand Lift Tests
A brand lift study is required for the most accurate measurement of ad recall. However, if your campaign
doesn't meet the criteria to conduct a full study, the estimated ad recall lift (people) metric can be an
accessible alternative.
https://www.facebook.com/business/learn/facebook-brand-polling

29. FACEBOOK BRAND LIFT TEST
This test works just like other Brand Lift studies, and the Test and Learn setup tool lets you
choose the kinds of poll questions you want to ask your audience related to your brand.
These include:
1) Standard ad recall. For example: “Do you recall seeing an ad for [your brand] online or on
a mobile device in the last 2 days?”
2) Standard brand awareness. For example: “Have you heard of [your brand]?”
3) Abstract favorability. For example: “How would you describe your overall opinion of [your
brand]?”
4) Familiarity. For example: “How familiar are you with [your brand]?”
5) Recommendation. For example: “Will you recommend [your brand] to a friend?”
6) Action intent. For example: “How likely are you to consider [your brand]?”

30. FACEBOOK BRAND LIFT TEST IN ACTION

31. THANK YOU!