Planning for Paid Advertising on Digital Platforms - Paid Advertising Campaigns - Digital Marketing Assignment Help

Assignment Task

Video 1: Planning for Paid Advertising on Digital Platforms: Overview
In this Module 4, we will discuss how businesses plan for paid advertising campaigns on digital platforms. Paid advertising includes paying for advertisements on social media platforms like Facebook and Instagram or advertising on search engines like Google and also marketing via email. It is necessary for businesses today to buy advertisements on these platforms to increase their reach and targets more new customers. Businesses cannot solely rely on free postings on social media or natural ranking of their websites on such engines to reach new customers. In fact, the number of people your social media posts can reach for free, or what we term as organic reach has decreased on most social media platforms. It is therefore important for businesses to allocate marketing budget for paid advertising in order to reach new markets and get more new customers. In this module, we will start of by exploring the paid advertising campaign planning process. In most cases, you will launch and run multiple paid advertising campaigns at the same time. Each advertising campaign will cater to a specific marketing goal. Your campaign marketing goal will then help you to decide on the right advertising platforms. These advertising platforms can include sponsored ads on social media channels, search engine ads, display advertising banners or plain old email marketing. When you set up a paid advertising campaign, you will need to prepare a pitch in your website for the visitors to land on after they
have clicked on your paid ad. This specific page is called a landing page. The goal of a landing page is to get your visitors to do a specific call to action or CTA. If your visitor successfully does the call to action, this success is called a conversion. Obviously, we want all our landing pages to have high conversion rates. We can increase the conversion rate of our landing pages, by using a process called landing page optimisation or LPO.

Video 2: Digital Marketing Funnel and Digital Channels
Let us start by doing a quick recap of the digital marketing funnel, which we have covered in the earlier modules. Remember that a customer journey from awareness to consideration and purchase is getting complicated. Each customer has a unique path to purchase and we use different digital channels in the process. The job of a digital marketer is to influence the customers in these touchpoints. For example, if customers are researching your product category on YouTube, it will be wise to have video ads on YouTube to influence them in the path to purchase. We can look at these digital channels in two categories. The first category is customer acquisition channels. These are digital channels that are suitable to acquire new customers or prospects fast. Customer acquisition channels include email marketing, search engine optimisation or SEO, paid search advertising and display advertising.

Video 3: Planning for Paid Advertising on Digital Platforms: Summary
We have come to the end of this module. Here is a short recap and key takeaways. First, use the marketing funnel to clearly plan your campaign marketing goals. You need to have clear marketing goals to start a campaign in any of the paid advertising platforms today. The marketing goals range from brand awareness, at the top of the funnel, influencing consideration in the middle of the funnel and driving action at the bottom of the funnel. Once you have set up your campaign goal, you need to prepare a landing page to receive the clicks from your ad campaigns. In each of the landing page, there needs to be a clear call to action or CTA button. In marketing campaigns that target middle of the funnel, examples of calls to actions are reading a testimonial, requesting a free sample, or watching a video. For campaigns, at the bottom of the funnel, the call to actions are typically buy now, enquire now or filling up a contact form. The success of your landing page is determined by the number of conversions
you get. And this is measured by your landing page conversion rate. The average conversion rate in the world is between 2% to 5%. You can increase your landing page conversion rate by implying six principles of landing page optimisation or LPO. These six principles are having a landing page attention ratio of one to one, ensuring conversion coupling through message and design match, having a clear and compelling value proposition, designing your CTA button within the touch interaction zone and ensuring a fast page loading speed. I personally like to call these steps of implementing LPO as getting your house in order. Imagine if your house is not in order or if your shop is messy, would you want to invite any visitors over? Even if you manage to get a lot of visitors or shoppers to come to your messy shot, how much sales do you
think you will get? However, if you follow these six LPO principles, there is a high chance of better conversion experience and increase in conversion rate. Let me illustrate how an increase in conversion rate has an immediate impact on your returns of marketing investment or ROI. Imagine, spending $1,000 in social media advertising to bring 1,000 visitors to your landing page. And your landing page currently has a conversion rate of just 1%. This means that there will be 10 conversions from 1,000 visitors. If each of the conversions has a value of $100, this means you have achieved a total conversion value of $1,000. In this example here, you have spent $1,000 to obtain $1,000 of conversion value. So, your ROI is one time.

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