Meta Mockup Test

Digital Marketing Overview

• Digital marketing is marketing over the internet.
• Unlike traditional marketing, digital marketing's per day cost starts at $1.
• Traditional marketing includes newspapers, radio, flyers, pamphlets, TV, billboards, and magazines.
• Digital marketing includes social media, search engine, content marketing, affiliate marketing, influencer marketing, inbound classes, SEO, and programmatic methods.
• Traditional marketing has a very high entry cost, often starting at 1 lac onwards.
• Digital marketing allows for real-time editing of ads, whereas traditional ads can't be edited once printed.
• Measurability is a key advantage of digital marketing, allowing tracking of each step in the user journey, including add to carts, add to wishlist, adding address, adding payment, and purchase, targeting audience reach.
• Digital marketing enables targeting people based on age, gender, interests, behavior, location, and income, whereas traditional ads can not be targeted.

Owned, Paid and Earned Media

• Owned media channels allow free posting and are controlled by the business, such as social media handles, websites, and blogs.
• Paid media involves paying platforms for increased reach, including Meta ads, LinkedIn ads, Twitter ads, Google ads, Quora, Reddit, Medium, Glassdoor, Ambition Box, Snapchat ads, Tiktok ads, YouTube ads, and App store/Play Store.
• Earned media channels are managed but not controlled by the business, such as Google my business.

Media Agencies and Publishers

• Media agencies manage ads on behalf of clients, charging fees + ad spend.
• Media agencies include GroupM, ANScommerce, PGD, Mediamint, Dentsu, Merkle Sokrati, and Schbang.
• Publishers are platforms where ads run, including LinkedIn ads, Twitter ads, Google ads, Snapchat ads, Tiktok ads, YouTube ads, Pinterest ads, and Meta ads.
• Meta ads include Facebook, Instagram, Messenger, and Audience Network.
• Audience Network partners with websites, sharing commission through ads, including Timesofindia, Candy crush, Uno, Clash of clans, and top 500 apps and websites.
• Advertisers spend on meta ads to get customers, Meta charges ad revenue for placing ads on audience network platforms, and websites rent website space to earn money.
• To create a business account, a personal Facebook account is required.

Opening a Business Account

• Necessary Facebook account requirements: personal account, 30-50 friends, display picture, and name matching Aadhar.
• To begin, click create account, list the business' name, your name (must match FB account name) and correct email id.
• Confirm META verification in your email (check social or promotion).
• After setting up a meta business suite: on the left side, open settings.
• Find the business settings in the settings page to add existing pages using a URL.
• Create an ad account giving your business name, time zone, and currency.
• Choose "my business" for the intended account use.
• Toggle on "full control and choose your name from left" then click assign.
• Choose the ad accound under account, set correct time zone and press assign full control to yourself.
• Click the hamburger icon, bookmark the page and open ads manager.

Metrics and Formulas

• Reach is the unique number of people reached by a campaign.
• Frequency is the average number of times an ad was shown to unique people. Frequency = Impressions/Reach
• Impressions represent the reach x frequency.
• Clicks count the number of people who clicked on an ad.
• Landing Page Views (LPV) count how many people landed on a website and stayed for over 4 seconds.
• Click Through Rate (CTR) is calculated by Clicks/Impression100
• Leads refer to the number of people who fill out a form with their details
• Conversions is the main goal of your business, such as purchase, booking appointments, calling, filling forms, or ebook downloads.
• Conversion Rate is calculated by Conversions/Impressions100
• Click to Conversion Rate is calculated by Conversions/Clicks100
• LPV to Conversion Rate is calculated by Conversions/LPV100
• Click to lead rate is calculated by Leads/Clicks100
• View Through Rate (VTR) is calculated by Views/Impressions100
• CPM (Cost per Mile) is calculated by (Cost/Impressions)1000
• CPC (Cost per Click) is calculated by Cost/Clicks
• CPLPV (Cost per LPV) is calculated by Cost/LPV
• CPA (Cost per Acquisition) is calculated by Cost/Conversions
• CPL (Cost per Lead) is calculated by Cost/Leads
• ROAS (Return on Ad Spend) is calculated by dividing revenue by cost.
• A ROAS greater than 1 signifies profit, ROAS equal to 1 signifies breakeven, and ROAS less than 1 signifies loss.

Sample Calculations

• An ad has 200,000 impressions with a total spend of Rs 50,000.
• If the CTR (Click-Through Rate) is 10% and the Click to Conversion rate is 25%, then:
  • CPM (Cost per 1000 Impressions) = (Cost / Impressions) * 1000 = Rs 250.
  • Clicks = (CTR * Impressions) / 100 = 20,000.
  • CPC (Cost per Click) = Cost / Clicks = Rs 2.5.
  • Conversions = Clicks * (Click to Conversion Rate / 100) = 5,000.*
  • Conversion Rate = (Conversions / Impressions) * 100 = 2.5%.
  • CPA (Cost per Acquisition) = Cost / Conversions = Rs 10 per conversion

Nike Campaign Example

• Nike wants to run a campaign aiming for 5,000 conversions at Rs 250 each.
• With an anticipated 5% Click to Conversion rate and an 8% CTR:
  • Total Cost = Conversions * Cost per Conversion = 1,250,000.
  • Clicks = Conversions / (Click to Conversion Rate / 100) = 100,000.
  • Impressions = Clicks / (CTR / 100) = 1,250,000
  • CPC (Cost per click)= Cost / Clicks = Rs 12.5
  • CPM (Cost per 1000 Impressions) = (Cost/Impressions)*1000 = Rs 1000

Haldiram Sweets Campaign

• Haldiram Sweets launched a campaign with a CPC (Cost Per Click) of Rs 50.
• Their goal is to get 1,000 conversions with a 5% CTR and a 5% Click to Conversion rate:
  • Clicks = Conversions / (Click to Conversion Rate / 100) = 20,000.
  • Cost = Clicks * CPC = Rs 1,000,000.
  • Impressions = Rs 400,000
  • CPM = (Cost/ Impressions) * 1000 = Rs 2500
  • CPA = Cost / Conversions = Rs 1,000

Campaign with Low CTR Example

• Campaign metrics: 0.4% CTR and CPC as Rs 0.2

• Finding CPM, assume 1000 impressions

• Clicks equal 0.6% of 1000 impressions

• This is 4 clicks

• Cost = Clicks * CPC = Rs 0.8

• CPM = (Cost / Impressions) * 1000 = Rs 0.8

Company Budget Based on LTV Example

• If a company doesn't want to spend more than 1/4 of the LTV (Lifetime Value) per new lead where the LTV = 5000, and the click to lead ratio is 10%, this demonstrates an unsolvable problem if one cannot assume a core metric
• Whenever you have 2 ratios and no core metric, it is not solvable.

Company With Investment Return Goal

• Considering a company estimates it will get at least 2000 conversions on its website, and the company is ready to accept a return on investment of 2:1, each new customer is worth Rs 5000.
  • Revenue = conversions * revenue per customer = 1000000
  • Cost = Revenue/ 2 = 5,000,000

Publisher Buying Methods

• A publisher charges 5forCPM−basedbuyingand5 for CPM-based buying and 5forCPM−basedbuyingand0.50 for CPC-based buying.
• An advertiser wants to purchase 1,000,000 impressions with a CTR of 5%. -Under CPM payment model: total cost = CPMImpressions/1000 = $5000 -Under CPC payment model: - number of clicks by calculating 1,000,000.05 to equal 50,000 - total cost = (number of cliks calculated times 0.5toequal0.5 to equal 0.5toequal25,000
  • Conclusion: buy CPC payment model.

Audience Connection Campaign

• An advertiser aims to connect with 85% of their 25 lakh (2,500,000) audience size, ensuring they see the content at least 4 times a week, every week for a 3 week period using a reach & frequency buying strategy with a cost of 60 CPM.
  1. Calculate the Total audience multiplied by the reach to identify how many audience members are in this category.
     • 2500000 * 0.85 = Target 2,125,000
  2. Calculate estimated frequency.
     • 4 frequency * 3 weeks = 12 frequencies
  3. Calculate estimated impressions.
     • target audience * frequencies = impressions
     • 2125000 * 12 = 25,500,000
  4. CPM multiplied by total estimated impressions
     • 60 CPM*Impressions
     • CPM * Impressions divided by 1000 = final figure: 1,530,000

Launching a New App

• A business is launching a new applicaiton with a budget of 10L.
• Ideal ads are seen 4 impressions per person.
• Average of 5% result in dowloads
• Average CPM = 50
• The audience is the budget divided by by a calculation that equals how many people saw impressions.
• 10,00,000 divided by 50 CPM * 1000 = Estimated audience 20,000,000.
• Estimate Megha saw frequency = 10*1 = 10
• Estimate number of app download installs by calculating impressions times the 5% result 250,000 to install application.

Reaching the Correct Target Audience

• Want to reach 90% of your targert audience.
• Reach them with a frequency of 3 times a week for 2 week.
  • Target Audiece = 20 lacs (2,000,000)
  • CPM planned = 50. To calculate minimum budget:
  • Multiple targets Audience 90% by Target 20L = 18 L -Multiple frequency 3 by 2 weeks.
  • 6 * multiplied by 1800000 lacs = Impressions 10800000 (1080000050/1000) ( ImpressionCPM/thousand) =54000
    • Cost is = 540000

Campaign Objectives

• Traffic focused on LPV
• newly launched e-commerce website wants to draw visitors to see its products.
• Leads and leads may come over time.
• Goal is website conversion form on the customer's end. Consideration objective appropriate
• Instant form
• goal is to get good leads
• A movie uses:
  • Awareness Thruplay
    • release of the film and maximum people watch the entire trailer.

Types of Brand Advertising

- Brand: Maximum possible people will see ad
  - New Yorgurt Brand

• Create exposure ad
  • Remember add A new Chocolate Brand
• Maximized with Add recalls
• Youth is active in page and wants more followers: Facebook, Instagram
  • Increase ad engagements

Performance

Bank Objective

• Drive many leads in 4 days High CTR of 19%
• Impressions of : 50,000
• CPM 100
• Cost= $ 108.7

Objectives

• Leads Consideration
  • Campaign: Website conversion form that is sales ready. Sales: for conversion and showcasing products on Facebook
  • existing and a big e-commerce brand wants to sell the products by listing.
  • Conversión
• Maximum ads for being known after exposed New chocolate band needs ads

Ad Level Objective

Objective tells Meta WHY are you running this Campaign?

• Performance goals - how fast it runs
• Type of business running

1. Ad Awareness Campaign

• Objective for Meta - reach to ad to people often a. Kraftshala, wants to get to places they are not based example Dubai. b. Mamaearth
• Use big image add
• Frequency I) impressions often leads for those with smaller videos of seconds long. II). views over and over.
• Example: New courses in India.

2. If movie Trailers = Video Adds want engagements for trailers

• Movie company Meta makes skip option for clients and business after people view 15 seconds +. 2b. Traffic. For Meta, you get clicks to bring clients to website. i. If you third party.

For messaging App

• Often high views. 2c engagements: a. Large people like with freebies: Meta ensures person watches videos. b. Voting, what the new celebrity, KBC.

Types of Businesses to use Each Objective Type

• Therapist.
• App Campaigns: To spread awareness.
• Salon
• Doctor or any medical
• High volume for fast easy check in on leads
• High Intent.

Business/Brand Objective

1. Doctor.

• Instant Form for new appointments.

2. Apps: New business.

• Promote and install.

Meta

Objective: - New company How objective set - ad spend Cost - under revenue or higher is important

Bidding Strategy

• Setting a budget= Bid Strategy
  • Cost per result.
  • What we are paying for the best actions Set per action

Bidding Strategy Volume

• Meta will get more views Low cost ads for business

• Optimum growth*

• Keywords: Flexible, Aggressive results

Manual Bidding

We can cap the ads by action number of average. Control cost but not overspend/save.

Restrict - Meta has to follow set standards High profit with the right approach

• Tight budget + low cost*

Ad Spend

Rs 1000, Leads = 1,000 to 80 or 1 -10 Based on where the Meta pushes Ads - High frequency leads Ad delivery - will start on high or low speed

If Big: Week Delivery

Meta will control for new campaign Week - 150,000

• Trend.
• High Left Over
• Use Higher volume *
• In cap = budget "Can get more leads - what to know the results of an ad" - High volume. Good balance what and what comes the best. Budget is high in new ad. Start cost cap. Results - maximize profits but control cost " Bid cap after time.

Destination Strategy

Maximize Value Best for control Bids Engagement- Ad click in meta: automatic Calls maximize. Instant- meta uses it's bot lead filtering for names, etc.