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DM 4 Targeting customers: Planning for paid advertising on digital…
DM 4
Targeting customers: Planning for paid advertising on digital platform
Paid advertising
includes paying for advertisements on social media platforms or advertising on search engines and marketing via email search engines
Why is paid advertising important
necessary for businesses to increase market reach and target new customers
organic reach has decreased on social media platforms, it is necessary for businesses to allocate a marketing budget for paid advertising in order to grow
Planning for paid advertising on Digital Platforms
Paid advertising campaign planning process
Select your campaign marketing goal
Decide the right advertising platforms
Set up a landing page for the ads
Optimize landing pages for conversion by using the LPO/ LPO process
Google Ads:
TOFU:
Brand awareness and reach
Product Brand consideration
MOFU:
Website traffic
BOFU:
Sales
Leads
App promotion
Principles of landing page optimization (LPO)
Goal of LPO - get a person to do a specific CTA
MOFU: Watch a video / Read testimonials
BOFU: Buy now / Call us (B2C) | Make an enquiry (B2B)
Visitors leave LPO:
offer not compelling
the landing page does not meet their expectations
LPO Principles
Attention ratio
Conversion coupling - message matching
Conversion coupling - design matching
Value proposition
Touch interaction zone
Page speed
Attention Ratio Principle:
do not use homepage as landing page
remove navigation and menu bars to prevent leakage
avoid using any existing inner pages of your website as your landing page
Build a standalone page with just one CTA to achieve a high conversion rate
Value proposition: Unique value proposition - enhanced & elaborated USP encourages CTA
Post-conversion marketing (PCM) strategy
The act of asking for and getting more from your leads after they have converted
Upselling: invite customers to purchase more expensive items, upgrades, add-ons to generate more conversion rates
Cross-selling: purchasing a product that's related to what they have bought already
Thank you page: Upsell/ Cross-sell/follow us on
Digital Marketing Funnel
MOFU: Consideration
TOFU: Awareness
BOFU: Purchase
Digital Marketing Channels
CVR: Conversion rate
