Digital Marketing Revision Notes PDF

1 Lecture 1: Introduction Digital Marketing: The use of digital channels to communicate with, engage, and influence consumers Origins of digital marketing: Relatively new business practice; 25 years old How Google excels at digital marketing: Began with google search: simplicity...

1 Lecture 1: Introduction Digital Marketing: The use of digital channels to communicate with, engage, and influence consumers Origins of digital marketing: Relatively new business practice; 25 years old How Google excels at digital marketing: Began with google search: simplicity in design and high accuracy in search results First ads appeared on google in 2000, aimed to serve relevant ads to its users by the search query itself and the user’s geo location (Both were AI enabled) Up until 2009 users were getting similar search results & ads Current basis for relevancy of Google search result Search query itself, user psychographics, user demographics (All AI enabled) → Example of personalization Personalization: The practice of tailoring content, offers, and experiences to individual users based on their behaviors, preferences, and demographic data to enhance engagement and drive conversions. Digital Channels - Online platforms and mediums, such as social media, email, search engines, and websites, used for marketing and communication to engage with audiences in targeted, interactive, and measurable ways. Ex) Brand’s website, SM, IG, FB, Tik Tok, Linkedin, Search engines, Email, Digital marketplaces, brand apps, 3rd party apps, texts, messengers, online newspaper, digital maps Traditional (Mass) Marketing: Uses conventional methods Digital Marketing: Involves online marketing efforts through (TV, radio, newspapers, billboards) to reach a wide audience. social media, email, search engines, and websites. One-Way Communication: Brands deliver Two-Way Communication: Enables real-time messages without direct feedback from consumers. interaction and feedback from consumers. Broad Reach: Aims to reach as many people as Targeted Reach: Uses data to create personalized possible for brand awareness. campaigns based on user behavior. Higher Costs: Often expensive for ad placements Cost-Effective: Generally lower costs, making it and production. accessible for smaller budgets. Limited Targeting: Less precise audience targeting Quick Adjustments: Allows rapid changes based compared to digital methods. on performance metrics. Longer Lead Times: Takes more time to plan and Variety of Formats: Includes videos, blogs, and execute campaigns. social media posts to engage different audiences. Traditional vs. Digital Marketing: Engagement: Digital marketing fosters more interaction and community building than traditional marketing. Measurement: Digital campaigns provide detailed analytics for better understanding of effectiveness, while traditional marketing focuses on broader metrics. Adaptability: Digital marketing can quickly respond to trends, whereas traditional marketing is slower to adapt. Lecture 2: Digital marketing as a process Digital marketing is all about communication. Communication takes time (Communicate, engage, build loyalty) Players/Participants Communication Channels Communication Forms 3rd parties- marketing agencies, IG, TikTok, Snap, Search Video, text, image ads content creators, contractors who Engines, Ad networks (GDN; Emails - combination of text, images, help to create the content Yahoo) and hyperlinks Customer/prospects Interactive image or video ads Brands audio/podcasts - in spotify Influencers Video as a product placement brand ambassadors There is a clear logical link between TA, Media Channels, and a Message communicated via these channels. The TA defines the Media Channels a brand chooses, as they allow the brand to reach its TA. The form and content of the message are always channel- and TA-specific.  2 Components of marketing communications plan 2 Target audience and data collection on your TA Do A/B testing as part of your campaigns 1 Goal Measurement, KPIs (was the goal reached?) 3-4 media channels Post-campaign analysis (to use the insights in 3-4 content to engage/communicate with TA (message) the future) Lifetime of the campaign (define) Budget 6M Model of Marketing Communications: Strategic intent: Example 6M: Coca-Cola’s 2024 Olympics partnership 1. Mission: What are the objectives of the communication? Mission → To acquire more positive association with its 2. Market: To whom is the communication addressed? brand (a healthy and active lifestyle) Strategic execution: Market → As Coca-Cola is a mass market brand, it 3. Message: What is the story to be communicated? targets a wide range of consumers, essentially 4. Media: Where and how will the story be delivered? everybody Strategic impact: Message → The campaign spotlights unity and 5. Money: How much will be spent to communicate? difference as past of their 96-year long relationship with 6. Measurement: How will impact be assessed? the Olympic movement Media → Employed a combination of traditional media (billboards, print, TV) and digital media (IG, Youtube, display ads across mobile and web) Money → how much will be spent to communicate? Measurement → how will impact be assessed? KPI’s to use to measure the success of a campaign All KPIs are also Metrics, but not all Metrics are KPIs. A brand chooses 2-3 metrics to measure the success of its digital marketing campaigns, and thus they become KPIs. Select KPIs that allow you to establish if you achieved your marcom goal. Number of sales and customers Click Through Rate Engagement and conversion rate CR Number of new followers Traffic generated View rate (for video ads) Engagement Return on investment Bounce rate Revenue generated by campaign Cost per lead Lecture 3: Inbound vs outbound marketing Outbound Marketing: Brand proactively reaches out to their target consumers. Brand has full control over the message that is used in the outreach, as well as how and where this message is delivered. Outbound marketing originated as a technique used in traditional mass marketing and was then also adopted in the digital space Ex) Cold Calling, TV or Radio Ads, Paid Display Advertising, Direct Mail Inbound Marketing: Brands ensure that their digital content can be easily found by potential customers when consumers search for a particular product or service online The term “inbound marketing” was introduced by a tech marcom firm named HubSpot* to describe the use of marketing tools and approaches to create and optimise customer-focused content. The key difference with the outbound marketing here is that the initiative lies with potential customers, as they are the ones that initial the first contact with a brand. Ex) Content Marketing, Search Engine Optimization (SEO), Social Media Content, Email Newsletters  3 5 Stage Decision Making Process: 1. Problem/Want Recognition Help consumers to identify new problems/needs or remind them of existing needs Branding, visual/short 2. Information Search Make consumers aware of the product & educate them about its features & benefits Show value/benefits Amazon, google, youtube, tiktok search 3. Evaluation of Alternatives Assist consumers in making comparisons among solution options 3-5 benefits 4. Purchase Decision Prompt consumers into making a purchase 5. Post Purchase Evaluation Encourage product usage & make consumers feel good about their purchase Hierarchy of effects (Think-Feel-Do Model) Key aspects: Encourage consumers to progress through the decision-making process via appealing to their cognition, emotions or making them act Move fluidly the realms of thoughts, emotions & motives Funnel analogy: main stages in the selling process Guide/follow consumers all the way through their customer journey to purchase or decision-making process Lecture 4: Search Engine Advertising Search Engine Optimisation (SEO): The process of optimizing a website's content, structure, and technical elements to improve its visibility on search engine results pages (SERPs). It aims to drive organic (non-paid) traffic by aligning with search engine algorithms and user intent. Examples of organic search results: SMART SEO goal Examples: Website is Key for: Blue links” displayed below the sponsored Increase organic conversions by Establishing customer content (ads) → Google constantly 20% YoY relationships experiments with how and where to Win rank for 80% of keyword list Communicating brand's Improve bounce rate by 40% display ads and organic content in SEPR identity Test CTA placement Places: physical locations on a map Setting consumer “People also ask” boxes expectations SMART goals: Specific, Measurable, Image carousels Achievable, Relevant, Time-bound Featured snippets or answer boxes Etc How search engines work: Crawling, Indexing, Ranking Crawling: Process of discovering new/updated Indexing: Adding content to the Ranking: Serving & ordering content (webpage, an image, a video, a PDF, etc.) “library” where search engines store content relevant to the search by Googlebot → This is why it’s important to follow & retrieve info from (Caffeine) query on SERP by utilising Google’s guidelines on how to structure and label the various algos content on your site  4 Keyword (SEO Context): Words that a brand uses to describe their product offering on their web, mobile sites, etc. Words that internet users type into search bars to find a product or service they are looking for (aka search query) Search Query: What user types into Google’s search box Keywords: Words used by brands to describe their products & by search engines to match the content of a website to a search query How to select the right keywords for your brand: Brands need to carry out KW research to understand: 1. What is their TA looking for? E.g., Nespresso: coffee machine vs coffee maker, percolator, coffee-making machine, etc 2. How many people are using it in search on Google? Keyword tools: Keyword planner in Google Ads, Ubersuggest, Keyboard Explorer by MOZ, Google Trends What info can we get in a KW tool? Average monthly search volume for keywords we entered/selected Competition level → how difficult will it be to rank higher for a particular keyword The tool will suggest other relevant keywords Picking the right keywords lies in the balance between search volume and competition More tips for discovering more KWs: Check what KWs your competitors use Accommodate for seasonality (Christmas, Back to School, etc.) or user location (use Google Trends here) SEO Link Building: In addition to “building” traffic from the right content (KWs) a brand needs to work on their link building i.e., receiving traffic from other sites (aka referrals) The 2 most important ranking factors for Google search are: Content and Links Top 5 SEO Tips: 1. Increase brand authority → drive your branding and show that you are an authority in your field. Search engines prioritize authoritative sources or entities 2. Create helpful, reliable, people-first content → develop content that comprehensively covers a particular topic (keyword); explore this topic from various angles; add a range of related topics 3. Use structured data on your website 4. Optimize images on your website for Google SEO 5. Improve user-experience on your website → make sure that users can quickly find the information they are looking for on your website and remain engaged Lecture 5: Search Engine Advertising Continued What is a keyword in the context of Search Engine Advertising? The words that a brand uses to describe their product offering on their web, mobile sites… The words that a brand chooses to show in its ads for in Search Engine Results Page (competitors names) Search Engine Advertising SEA: Buying traffic through paid search listings to increase your website’s visibility in search engine results page. SEA is keyword or product based and uses pay per click (PPC) Your keywords must describe your product/service in the words used on your website Your keywords must be a reflection of what your TA is likely to look for on Google search Ads on Google search are all pay per click (PPC) = Google only gets paid when people click on ads → Relevance of ad KWs is crucial Types of ads displayed in SERP on Google: Shopping ads: Templates product ads (may contain product photo, brief description, price, ratings, delivery fee) Text ads: Templatised ads that mostly contain text, links, and sometimes a small image  5 SEA keywords best practices Avoid 1 keyword; high traffic but low conversion rate KWs must be specific (2-3 words) Don’t use generic one word KWs. Try to slim it down Ex) Personal account, international transfer. Not: bank, card, money In some cases you might want to use branded keywords Consider using your competitor’s brand names Long tail KWs = low traffic but relatively high conversion rate Keyword tools → keyword planner in Google Ads account, ubersuggest by Neil Patel, keyword explorer by MOZ SEA metrics/KPIs CPC = Cost per Click = Media spend / No. clicks Organic conversion rate: CR = sales / conversions * 100 CTR (click-through rate) = Clicks / Impressions * 100% Profit (of ad campaign) = ad driven revenue - media spend CR (conversion rate) = Transactions / Clicks * 100% ROI = (ad driven profit / media spend) * 100% Example Calculation (CPT): Campaign Media Impressions Clicks Transactions CTR CR Spending A 329,000 2,618,835 135,862 2,175 5.2% 1.6% B 247,000 2,108,004 107,835 1,382 5.1% 1.3% CPT (cost per transaction) = MEDIA SPENDING / TRANSACTIONS ○ Campaign A: 329,000 / 2,175 = 151.26 ○ Campaign B: 247,000 / 1,382 = 178.73 Example Calculation (ROI): Media Spending Impressions Clicks Unit Sales CTR CR 428,750 3,584,872 137,112 4,723 3.825% 3.445% *Margin on each unit sold is $158. Assume that Step 1: Calculate total revenue: consumers purchase only one unit of the product per TR = Unit sales * Margin per unit search. What is your search ad ROI? TR = 158 * 4,723 = 746,234 Subtract media spending ROI = (ad driven profit / media spending) * 100 746,234 - 428,750 = 317,484 Step 2: Calculate ROI ROI = (317,484 / 428,750) * 100 = 74% Display URL: The web address shown in an ad, often simplified to give users an idea of the destination site. Landing Page: The specific webpage users are directed to after clicking an ad, designed to encourage a desired action like signing up or purchasing. Terms and names that describe the process of showing ads in search results page: Search Engine Marketing (SEM): A broader term that involves promoting websites by increasing their visibility in search engine results through paid advertising. Pay-Per-Click (PPC): Advertisers pay a fee each time their ad is clicked, commonly used in SEA. Sponsored Results: Ads that appear at the top or bottom of the search results page, clearly labeled as sponsored or ads. Search Ads: Text-based ads that appear on the search results page based on relevant keywords. Ad Auction: The process used by search engines to determine which ads to show and in what order, based on factors like bid amount and ad quality. Cost-Per-Click (CPC): The amount an advertiser pays for each click on their search ad. Ad Rank: A value used by search engines to determine where ads are placed, based on factors like bid amount, ad quality, and relevance. Cookies: Small text files stored on a user’s device by websites to remember preferences, track activity, and improve browsing experiences.  6 Lecture 6: Display Advertising Display Advertising: Promoting a brand using imagery or video ads that will be displayed on desktop and mobile devices (including various mobile sites, social media platforms, applications, etc.) Targeting Options for display ads Contextual targeting: Ad content is related to the content of the online page ○ Example: A sports brand ad in a sports news section Targeting specific online sites (aka placement targeting): Online sites based on our brand’s image/status Targeting specific online users (aka audience targeting): Tailoring your marketing efforts to resonate with your chosen target audience ○ Example: A coaching ad over a meditation video ○ Targeting specific TA segments example: IG, FB, Twitter/X Display media buying options for brands: 1. Directly from ad platform/network → GDN (Google Display Network), Microsoft ad network, IG, FB, TikTik, etc. 2. Through big advertising agencies: WPP, Publicis, Omnicom, Havas, etc. → Large media portals, online newspapers and magazines, ad networks, apps, various SM platforms, etc. 3. Through Various 3rd parties: retargeting providers, programmatic media buying/selling platforms, etc. → Large media portals, ad networks, aps, various SM platforms Display advertising: Display advertising key terms: Targeting options: Display/banner Ads: impression --> ad view --> 1. Contextual = directly related to the content ad click → CTR (click through rate) displayed on a website or social media platform; CTR = No.Clicks / No. Impression * 100% 2. User-based = audience/segment targeting Video ads: impression → video view → view rate Pricing models: *Metaverse only: link clicks vs clicks 1. CPC = cost per click Engagement rate 2. CPM = cost per thousand impressions 3. CPA* = cost per action or conversion Example Target market characteristics (FB/IG specific) Digital activities —> early technology adopters; Geo: down to zip codes FB/IG access - Internet browser used Safari; Demographics (age, education, marital status, Gmail account holders; income, location, employment, etc.) Health & Beauty page admins; Lifestyle: do you own a boat? Do you go camping? Sport page admins; Interests (what do they search for on Metaverse?) Owns iPhone 7+ FB/IG access (mobile): Online purchasing behaviour on Metaverse iPhone 8 Plus Recently returned from travels Lecture 8: Customer Journey and Digital Marketing Analytics Brand look: Hubble Contact lenses brand Innovative business idea: offer daily contacts directly to consumers for $1 on a subscription basis Tested business concept via sharing simple pre launch website on FB → 2000 sign ups in 2 days Used FB’s lead ads to acquire their first customers Utilized data-driven approach to marketing with FB being their most used channel  7 Customer Journey: The route a customer takes with a company from the first initial contact through the first purchase, active buyer, retention and beyond This can include interactions across web, mobile, social media, in-app, and email, as well as customer service, loyalty programs and more Technically, a customer journey in the context of digital marketing includes touchpoints via various paid and organic channels (FYI: Most often touchpoint means a click) A customer journey to purchase is based on your real customer data analysis while a 5-stage decision making process is a framework that helps to structure your marketing efforts. Which parts of the customer journey can a brand track? We can track brand’s pages on SM and cookie accepting users (RT) Online browsing, Seeing an ad, Clicking an ad, Landing on a brand’s website, Shopping cart, Check out/ sale completed We can identify the last site a user visited before they landed on a brand’s website ○ Ad impressions are tracked, Ad clicks are tracked, On-site behaviour is fully trackable Brands use tracking and analytics tools to essentially achieve 3 goals: 1. Find out how visitors find their website 2. Discover what visitors are doing on their website 3. Understand what marketing channels drive conversions How tracking tools work: Tracking & Analytics tool provide instream traffic sources Ad networks (e.g., Google, Meta, etc.) 2 sources: Ad Network (FB, TikTok) or tracking code is appended onto the ad link = URL A piece of tracking code is placed on every page of a website and the tracking tool will report back on what pages are visited, how much time was spent on the website, products placed into the shopping cart, etc… Assist interaction: Marketing channels playing an assist role in the early marketing funnel stages (awareness & consideration) Last interaction: Marketing channels play a last interaction role just before a sale (purchase decision stage). Gives credit for a conversion to the last touch point that the customer engaged with before converting Advantages: easy to set up and understand due to its simplicity Disadvantages: focuses on the purchase stage and disregards other stages of customer journey; creates erroneous assumptions on what channels in the media mix perform well Lecture 9: Retargeting Retargeting: An online advertising method of reaching out to previous visitors of our website or app, often by displaying ads (mid to lower funnel technique) Prospecting: Target new users that aren’t familiar with the brand; identifying and contacting potential customers (an upper funnel technique) Retargeting vs. Prospecting: Prospecting is an upper funnel technique. Prospecting campaigns target new users that are not familiar with the brand Retargeting is a mid to lower funner technique. Retargeting campaigns target users who either visited a brand’s website or are already a customer Prospecting = branding | Retargeting = performance marketing Digital campaign’s metrics/KPIs: CPC = Cost per Click = Media spend / No. clicks CTR (click-through rate) = Clicks / Impressions * 100% CR (conversion rate) = Transactions / Clicks * 100% Profit (of the ad campaign) = ad driven revenue - media spend ROI = (ad driven profit / media spend) * 100%  8 Lecture 10: Influencer Marketing Instagram History: Instagram was founded in 2010 Back then celebrities were used to being paid significant amounts of money for their photos by media outlets. And here comes a platform that claims that celebrities will win in the long run if they present themselves online as relatable personalities. It took persuading. IG was not the first social media network but they were the first to focus on photos and not just photos but aesthetically pleasing and unusual IG: late in introducing video content: Kevin Systrom was obsessed with everything looking beautiful. Even IG offices back then needed to be perfect and employees were not allowed to leave delivery boxes or other “stuff” at their workplace. Hence, it was counterintuitive to him to see that users had an appetite to upload their own amateur videos. IG: content curation: IG has been changing its content curation algos many times since, which some of the influencers with larger audiences learned the hard way IG success story & UGC (Glossier): Founded by Emily Weiss who launched her first beauty line after years of running a blog called Into the Gloss, where she reviewed products and featured up-and-comers in beauty Successful community management on IG and massive online sales 2016 and onwards: IG first brand It encourages users to create a lot of makeup content (selfies tagging Glossier) and shares the best in its opinion in its account on IG 2018: It passed 100m$ in revenue and acquired 1 Mio new customers. Its few physical locations are more like marketing venues rather than sales outlets. It’s designed to have people who go there to try their make up for free and take photos right there. The lighting is specifically designed for phone photography Criteria businesses use to choose the right influencers: Field of the influencer; affinity to the brand’s field Brands that they’ve worked with before The image of the influencer: clean image = good Active community + high engagement rate reputation Great track record in successfully selling product Trustworthiness Openness to exclusivity Who their target audience is Goal of a campaign, like using niche influencers Vibe matches brand’s style Brands are increasingly using influencer marketing to achieve measurable business goals: Create and/or grow brand awareness Complement their organic efforts on social media Drive traffic to a firm’s website Performance = sales Improve visibility on social media: likes, comments, etc. Lead generation Content creation Grow revenue/profit  9 Example of influencers driving sales (Sugarbear Vitamins) SugarbearHair Vitamins paid Kim Kardashian West a quarter of $1 million for a single Instagram post ○ Kim Kardashian currently charges about 1 Mio per single post Was it worth it? What’s the sales volume you need to generate on the back of this? Price $35 (a month supply) Profit margin 〜40% Breakeven point = 18 000 packs to breakeven. How realistic is that 1 IG post by Kim Kardashian can generate such a sales volume? Important to note that: Launching a direct to consumer (DTC) business is not the same as engage and know how to influence the purchasing decisions of your online audience There are 3 different roles a famous person might play on SM: 1. Somebody with a lot of followers = celebrity status 2. Somebody who can influence buying decisions of their followers = influencer 3. Somebody who is also a solid business person and know how to run a business = celebrity business owner Factors that might influence the success of a celebrity business: 1. Market saturation/competition level 2. Market trends 3. Fit between the celebrity’s lifestyle and their product 4. Target audience size 5. Celebrity’s ability and skills to run a DTC business 6. Product quality Metrics and KPIs → reach as a metric and its benchmarks Reach: Measures the number of unique people that saw a piece of media content. The number of people that can be reached via paid content Impressions: Track the total number of times that content appeared on users’ screens Businesses will pay more to influencers who have both higher social reach and larger number of impressions, as the content is more relevant to the TA Factors that influence price an influencer charges: Creativity and effort needed for requested Affinity with community content production Organic reach Engagement rate Exclusivity rights Niche (TA) Pricing models: Fixed price per Story, Feed, IGTV Hybrid model: lower fixed price + % as per incentive programme Barter deal What is the value of an influencer? Compare a lifestyle influencer 60k followers vs. “Mum” influencer 10k follower Look at the Cost revenue ratio (CRR)  10 Exam General Information Composition: 3 parts | 1 hour with calculator Part 1: MCQs (with only one correct answer) Part 2: Open Questions Part 3: Calculations (CTR, CR, CAC, Ad Profit, ROI) How to answer open-ended questions: Exam best practices: ❖ Plan your answer first and then write it up ❖ Use first 2 mins to scan the exam paper to understand the ❖ Full sentences that are connected scope of work and distribute your time accordingly ❖ Quality over quantity ❖ The exam was planned in such a way that you have enough ❖ No waffling time but you need to use it wisely ❖ Be specific and avoid generalizations ❖ Read questions carefully to understand what is being asked ❖ Tackle the questions you know answers to first ❖ Clear and legible handwriting → You might face a resit if your handwriting is not legible 1. What is SERP? 5. Which of the following tools are part of a brand’s outbound a. Search engine results page marketing program? b. Ad type a. A weekly podcast hosted by the company’s founder c. Digital marketing channel b. Creating paid search ads that are very good at gaining d. A kind of a KPI used in digital marketing consumer attention c. A blog written by the CEO discussing the company’s 2. Google shows internet users ads relevant to their query special events and plans on SERP. Which of the following types of marketing is this? d. A search engine optimization (SEO) program headed by a. Personalized marketing you, the marketer b. Consumer-to-consumer marketing c. Segment marketing 6. Consumer-controlled media encompasses which of the following d. Mass marketing types of communications? e. Business-to-business marketing a. Reviews of a company’s new product by magazine journalists 3. Which of the techniques listed below are part of inbound b. News coverage of a new product introduction marketing? c. Online advertising a. The firm’s efforts in creating and placing television d. Rating websites with user-generated content and print advertising b. Finding websites on which to place display 7. In which of the instances listed below will Google charge you for advertising your ads displayed on SERP? c. Creating and posting branded content on social a. When you ad is being displayed on SERP media platforms (IG, TikTok) b. When an internet user hovers their mouse over your ad d. Ensuring that consumers can find the brand when displayed on SERP searching on Google c. When an internet user clicks your ad which was displayed on SERP 4. In the six Ms model of marketing communications, d. When an internet user lands on your website after strategic execution refers to: clicking your ad a. mission and money b. market and media 8. One role of marketing communications in the problem c. message and media recognition stage of the purchase decision-making process is to: d. mission and market a. resolve consumer problems with customer service outreach. b. remind consumers of existing needs. c. help distribution partners identify product availability problems. d. educate consumers about features and benefits.  11 9. What marketing techniques are more likely to generate 10. Which of the listed marketing techniques might be particularly earned media for a new brand of an energy drink? effective at the purchase decision stage for ASUS laptops? a. Distributing discount coupons via direct mail a. Television advertising that announces ASUS’ newest b. Advertising in the newly released series on Netflix computer model c. Giving away free samples of the product b. ASUS’ online store offering a $100 rebate for a range of d. Sponsorship of the Cliff Diving World Series their laptops c. ASUS featuring product reviews on their online store d. All of the answers are correct. Essay Question: Compare two campaigns (Hubble Example) This example outlines results for 2 types of campaigns Hubble ran on FB: retargeting and prospecting 01. Discuss the questions below: 1) Which of these 2 campaigns would you call a success? Why? 2) What criteria (e.g., KPIs) would you use to directly compare these campaigns? Why? 3) It is also given in the case that an average CAC across channels was $100 (see p.21). What can we say now about the effectiveness of these 2 campaigns on FB? Using information provided in Hubble's case, calculate return on investment (ROI) for Prospecting and retargeting campaigns on FB. 4) Assume that each customer completed only 1 transaction at a time (i.e.) the prospecting campaign generated 1285 transactions while the retargeting one generated 2628 transactions. The gross margin of each unit of product sold is $33, and consumers typically bought only one unit of the product at a time.  12 KPI Exercise: Calculate the following metrics for the marketing campaign above: 1) Click-through rate 2) Conversion rate 3) Cost per click 4) Cost per sale or transaction 5) Profit from the search ad program