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Notes on Digital Marketing: Online Advertising

Jul 26, 2024

Notes on Digital Marketing: Online Advertising

Introduction to Online Advertising

  • Speaker: Ishan Sharma
  • Focus of Presentation: Essential skills for digital marketing in 2024, specifically online advertising.
  • Significance: Businesses spend billions annually on online advertising, making ad management a lucrative career choice.

Key Advertising Platforms

Google Ads

  • Google AdWords allows ads to appear at the top of search results.
  • Includes various formats: banner ads on websites, YouTube ads.

Meta Ads (Facebook & Instagram)

  • Facebook Ads Manager is a powerful tool for creating and managing ads.
  • Importance of understanding campaign objectives before running ads.
  • Options include lead generation, brand awareness, traffic campaigns, etc.

YouTube Ads

  • Similar setup to Facebook ads: target demographics, interests, and placements.
  • Payment methods based on Cost Per View (CPV) or Cost Per Click (CPC).

Structure of an Advertising Campaign

  1. Campaign Objectives: Understanding the primary goal (e.g., awareness, sales, lead generation).
    • Example Objectives:
      • Generate leads for an event
      • Increase brand awareness through influencer collaborations
  2. Setting Up Ad Sets:
    • Define the budget and schedule.
    • Create target audiences using filters (demographics, interests, geography).
  3. Creating the Ad:
    • Choose ad format: carousel, video, photo.
    • Craft compelling copy and a clear Call to Action (CTA).
  4. Launch and Optimization:
    • A/B testing different elements (copy, CTA, creative) to analyze performance.
    • Monitor metrics such as Cost per Click (CPC), Cost per View (CPV), and Return on Ad Spend (ROAS).

Importance of Tracking and Retargeting

  • Use of Facebook Pixel for tracking user interactions on landing pages.
  • Create audience segments for retargeting based on user behavior (e.g., viewed products but did not purchase).
  • Effective retargeting can enhance brand recall and increase conversions through repeated exposure.

Additional Resources

  • Facebook Blueprint: Certification courses on Facebook advertising.
  • Facebook Ad Library: Explore and analyze active ads for competitor research.
  • HubSpot Social Media Trends Report: Offers insights on social media trends for 2024.
    • Key Trends: Community building, influencer marketing, short-form video, AI strategies.

Summary and Next Steps

  • Understand how each advertising platform operates, including objectives and audience targeting.
  • Consistently analyze competitor ads and market trends.
  • Stay updated on digital marketing resources to sharpen skills.

Conclusion

  • The skill of advertising is essential for future digital marketers.
  • Encouragement to experiment, learn, and engage with available resources for advertising practices.

Call to Action

  • Subscribe for more guides and insights in digital marketing.

Full transcript