ADVERTISING AND BRAND MANAGEMENT

UNIT 3
MODERN PRACTICE IN ADVERTISING
 DIGITAL ADVERTISING
Modern way of - Target specific market more effectively
promoting product and - Track Ad Campaign real-time
services using internet - Cost –effective – Business can set their budget to
platform advertise its products and services

Modern Platform for Advertising

1. Social Media
2. Search Engine
3. Website
- It allows business to tailor their message to the needs and preferences of their
target audience.
- Reach specific customer based segment – age, gender, location interest, income etc.
COMPONENTS OF DIGITAL ADVERTISING
1. Targeting
- Ability to target specific group of people
- Use of Age, locations, interest, and behavior – to capture target audience

2. Ad Creatives
- Design and Content of Advertisement – in terms of Image, Videos, Text – which help
to grab attention of users.
- High quality visual and engaging contents essential for advertising

3. Call to Action (CTA)

- Encourage customers to take actions : “Learn More” – “Buy Now”, “Sign Up”
4. Budget & Bidding
- Setting Budget for advertising
- Some platforms use bidding system where advertiser bid for ad placement

5. Performance Tracking
Digital Advertising
- Clicks, impressions, conversions, ROI
Allows real time
tracking of Ad
Performance - Help business to understand how well their ads
are performing

- Make necessary adjustment – if any

 TYPES OF
DIGITAL
ADVERTISING

1. Social Media Ads

2. Paid Search
3. Native Ads
4. Display Ads
1. SOCIAL MEDIA Ads :

Appears on social media - Post, Stories, Reels, Highlights – to reach users

platform like FB, Insta, based on their interest, locations and
Twitter, Pinterest demographics (age, gender, income level)

Image Ads - Simple & Static image used to promote product

Video Ads - Short Video – Reel – to engage users with more dynamic content
Corousel - Series of Images – Swipe through
Story Ads - Full Scree ads appearing b/w user stories on FB and Insta
Sponsored Ads - Regular post which appear in user’s feeds but are paid by business to reach
larger audience

- Flipkart Big Billion Day Sale – Targeting Users based on shopping habits and
demographics
USEFULNESS OF SOCIAL MEDIA ADs

Mass Reach - FB, Insta, - have large users – offers huge potential audience
Precise Targeting - Target very specific group of people based on interest, and demography
Engagement - Encourage users interaction - Brand Awareness & Engagement
Cost - Effective - Flexible Budget and Use Pay – Per Click model

LIMITATIONS OF SOCIAL MEDIA ADs

Ad Fatigue - Social Media – expose many ads – Viewers may ignore

Competition - Large brands – have huge budgets – Small Business face competition
Algorithms - Platforms may change algorithms frequently – which may affects users
Changes
 2. PAID SEARCH :
Key-Words
Paid Search Ads

Top of Search Engine - Marked – “Sponsored”

result using certain - Operated on Pay-Per Click Model
Key-Words

Kay-Words Targeting - Advertiser – bid specific key words – related to product and
Service
Ad Copy - Key Word used in website should match with head line or description
Bidding Strategy - Advertiser Set Bid ---- Willing to pay for each click
- Higher Bids usually result in better ad placement
Ad Extension - Make Ad More interactive – “Chat on What’s App” , “Call Now” , “More Info.”
USEFULNESS OF SOCIAL MEDIA ADs

High Intent - Search information on internet – such customers are high intended to
purchase product – often they are ready to purchase – More effective
Measurable Result - Advertiser Track number of clicks – Views – Impressions – Leads
Immediate Visibility - Organic Rank – Takes a time to move towards rank
- Paid Search – Business appear at top of SERP instantly

LIMITATIONS OF SOCIAL MEDIA ADs

Costly Popular Key Words - Some key words, specially in competitive industry are costly.
Click Frauds - Sometimes competitors or automated bots click on ads just to drive up
advertising cost for business
Limited Creativity - Text based Ads, little chance for creativity as compared to social media

- Paid Search Ads on Google Search – bidding on key words related to Electronics,
books and household products to drive traffic on website
 Designed to blend with the Designed and format of surrounding
3. NATIVE ADS : content of platform – they content – making them feel more
appear on – making them experience
less intrusive
Native Ads

Seamless Integration - Native Ads created to match look and feel of website or
platform where they appear – making them less obvious ads
Content Based - Informative or entertaining content rather than promotional message
Sponsored Tag - Usually include small label – “Sponsored” or “Ad” – indicate paid for
ad by business

Seamless Integration

Informative Content

Sponsored Tag
USEFULNESS OF NATIVE ADs

High Engagement - Less disruptive and often viewed as more trustworthy because they
resemble regular content
Improved Click Through Rates (CTR) - High click through Rates (CTR) as compared to
display ads
Varsatile - Ads are in form of articles, blog post or video which provide flexibility in
business to deliver message

LIMITATIONS OF NATIVE ADs

TRANSPERANCY ISSUES - Some users may feel deceived – if they don’t immediately
recognize native ads as paid content
Costly - High quality Native ads – require more cost
Limited Control - Native Ads – designed to blend with platform content – less control over
how ad appear
4. DIPLAY ADS :
Display Ads Usually placed – at designated areas on web page – like top/bottom/along sides

Banner or Images Include – images, videos to capture attention while customers browse web
appear on website
Display Ads

Visual Appeal - Use of eye-catching images, animations and videos to grab attention
Targeting Option - Targeted based on – user demographics, interest or browsing history
Retargetting - Allows business to show ads to users who have previously visited their website
USEFULNESS OF DIPLAY ADs

Brand Awareness - Use to increase brand awareness by making sure people see
company’s name and product
Visual Impact - Display ads highly engaging and creative – effective to capture attention
Retargeting - Used to retarget customers who have visited website but didn’t complete their
purchase

LIMITATIONS OF DIPLAY ADs

Banner Blindness - Ignore display ads – making less effective over a time
Ad Blocker - Use of Ad Blocking software – prevent to show advertisement
Lower Click Through Rates - Lower CTR as compared to SEO or Social Media Ads
 SEARCH ENGINE OPTIMISATION
&
INTRODUCTION TO GOOGLE AD WORDS
In the era of technology,
business strive to increase Two most effective strategies
their online presence to
attract more customers
and boost sales.
Search Engine Optimization Google Ads
(SEO)

Help business appear

prominently in search engine
result – making it easier for
potential customers to find them.

Explore techniques for creating

effective digital ads
1. SEARCH ENGINE OPTIMISATION (SEO)
Search Engine Optimization (SEO)

Process of enhancing website to

improve its visibility – when people
search for products and services
related to your business on search
engines like google, yahoo, Bing

Increase appearance and traffic

on website by appearing on
search result
High Click Through Rates (CTR)
 How Search Engine Optimization (SEO) works ?

Search Engine Use of complex Optimize various aspects of website to

algorithms align with its algorithms

Key Words - Identifying and using the right word – that potential customers are likely to
search for products and services
Content Quality - Creating valuable, informative and engaging content – meeting need of
target market – gets information and education
Website Structure - Ensure that your website is easy to navigate – loads quickly and
mobile friendly
Backlinks - Gaining links from other reputed website to build your site’s authority
User Experience - Providing positive experience for visitors – including easy navigation
and fast loading times, and informative
 Types of Search Engine Optimization (SEO)

On Page SEO Off Page SEO Technical SEO

-Focus on optimizing element on website – -Enhance technical aspect of web site – like
content, meta description and internal links improving site speed, mobile friendliness and
-It is process of optimizing a structure and content ensuring proper indexing by search engines
of website to improve its search engine ranking in -It is process of optimizing a website’s technical
SERP. aspects to improve its search engine ranking.

-Involves various activities outside web page –

building backlinks from other site.
-Off page SEO is set of strategies used to improve a
web site’s search engine ranking and visibility like
Backlinks, guest blogging, content marketing,
influencer marketing etc.
2. GOOGLE AD WORDS :
SEO – focus on organic traffic (unpaid)
Google Ads
Google Ads – focus on non-organic (paid)

Paid advertising platform – where GDN is a platform where your ads can
business can create ads to appear on appear on vast network of websites,
google search engine result page apps, and videos, including Google
(SERP) and across Google Display properties like YouTube, Mail, allowing
Network (GDN) you to reach a wide audience beyond
google search.

Keywords

Sponsored / Ad

Call To Action (CTA)

How Google Ads works ?

Key-word Bidding - Select key-words relevant to products and services and bid on
them – higher bid ____ more likely your ad will appear when
someone searches for that key-word.
Ad Auction - Google run an auction to determine which ads will appear – based on bid
amount and ad quality
Ad Rank - Combines bid and quality of ad to determine its position on SERP
- High quality Ads ------- High Rank with lower bids
Types of Google Ads

Search Ads - Text based ads – appear at top or bottom of Google’s search result
Display Ads - Visual ads – appear on website within Google display network – including
banners and images
Video Ad - YouTube Ads – Ads play before/During video
App Ad - Promote mobile Apps across – Google platform Search Engine – Play store
Shopping Ad - Product listing – appear in Google shopping result ____ showing product image,
price, and product detail
TECHNIQUES FOR CREATING EFFECTIVE DIGITAL ADs

Key-word research
Writing compelling Ad Copy
Ad Extension
A/B Testing

Optimizing Lending Page

Using Negative Key-Words

Monitoring and Optimizing Campaign
1. Key-Word Research :

Key-Word Research - Used in SEO and Google Ads

- Identifying words and phrases which potential customers use while searching for
products and services
How to conduct Key-words Research ?
Use of Tools - Google Keyword Planner & SEMrush – used to find relevant keywords

Analyze Competitors - Use/find – How competitors targeting market using keywords

Long-tail Keywords - Long keywords focus on niche market – Low competition – High
Conversion Rate – “Best BBA college in Rajkot affiliated with
Saurashtra University”
Consider Search Intent - Analyze – what consumer looking for – when they type key-word

While buying “Buy makeup online India” Such key-

Cosmetics words used by
Products “Best skincare products in India” consumers
 2. Writing compelling Ad Copy Compelling Creating an engaging Clicks and
Ad Copy and persuasive ad copy conversion
Writing effective Ad Copy

Be clear and concise - Straight forward Ad copy – Avoid unnecessary words

Highlight Benefits - Highlight USP & Benefits of product in Ad Copy

Use CTA (Call To Action) - “Learn More”
- “Shop Now” Encourage users to take action
- Get Free Quote”
Use Key-words - Use of relevant keywords while designing Ad Copy
Improve relevance and attract traffic
Add Numbers and Statistics - “Save 20% today
- “Hot Deals for today” More attractive
- “Over 1 Million satisfied customers

Swiggy : “Order your favorite meal with swiggy”

 Additional information - More comprehensive
3. Ad Extension and increase visibility
of Ad - Improve CTR – Click Through Rates
Types of Ad Extension

Call Extension - Add phone number – “Call Now” – allow user to call directly
Location Extension - Add business address – with location tracker help customers to find you
Site Link Extension - Website link – “Shop Now”, “Contact Us” , “Special Offers”
Call-out Extension - Highlight additional benefits – “Free Shipping” , “24/7 Support”
Structured Snippets - Provide specific detail about product and services

Big Basket

- “Weekly Deals”
- “Organic Products”
- Fast Delivery”
 Analyze – why one Ad
4. A/B Testing Two Ad Analyze – which campaign – attract
campaign run perform better audience and optimize
simultaneously
accordingly
How to conduct A/B Testing ?
Test one element at a time - Change various variables of Ad one by one (like Headline,
Image, CTA)
- Identify which is more result oriented or gives better result
Measure Result - CTR – analyze (Click Through Rates), Conversion Rate, and ROI
- Compare performance of each version
Optimization - Implement winning version
Improve Ads
- Continue testing others

Various Ad variables
 Web page – user Optimize this page – for converting
5. Optimize Lending Page lend after click visitors into potential customers
on Ad

How to optimize Lending page ?

Consistency - Ensure lending page content match Ad information/promise
Clear & Compelling - Easy operation to user to buy the product – to contact
Fast Loading Speed - Quick webpage load – to prevent customers leaving website
Mobile friendly design - Optimize lending page for mobile device
Simple Layout - Keep design clean – free from destruction – focus on key message – CTA
Trust Signals - Use of Testimonial , Review, Security Budges
 SERP

Lending Page

Enquiry

Chat on What’s App

6. Using Negative Keywords

Negative Keywords - Help to save budget – improve quality of traffic

- Words/phrase that added to campaign to prevent ads from appearing
Terms exclude from your for specific such terms
campaign to prevent your - Eg. Premium/Luxury product – add negative keyword “Cheap”, “Low
ads from showing to Rate”, “Discount” – avoid to attract users looking for low cost product
irrelevant audience

How to use negative keywords ?

Identify irrelevant searches - Analyze irrelevant searches/terms which trigger in ad
Add negative keywords - Exclude such terms from your campaign to prevent your ad
from appearing to them
Regular Review - Continuously monitor such terms ----- Update negative keyword list
 Continuously To ensure effective
7. Monitoring & Optimizing campaign monitoring and result and best return
optimizing campaign
Online car rental companies ----- Track performance of ad in different cities allocate more
budget to search region with high conversion rate

Steps to monitor and optimize

Track key Matrix - Monitor CTR, Conversion rate, CPC, ROI, to assess performance

Adjust Bids - Increase bids on high performing keywords – pause bids on underperforming keywords

Refine Targeting - Adjust audience targeting based on performance data to reach most
responsive segment

Update Ad Copy - Refresh Ad Copy, regularity to prevent and Ad fatigue and keep your message
relevant

Use Analytics Tools - Utilize tools like Google Analytics to gain deeper insight into user behavior
and campaign performance
 CONTENT BLOGGING
&
CONTENT MARKETING
 CONTENT BLOGGING & CONTENT MARKETING
Content Heart of effective marketing strategy

Used to engage their Content Blogging and Content Marketing

audience – establish
trust – drive sales
Focus on creating, sharing and distributing valuable information to
attract and retain customers – which will encourage them to
purchase
Content Blogging

Creating articles or Sharing information, entertain or solve problems for readers

post publish on
website

Blogging Means of communication and method to attract organic traffic

Types of Content Blogging
Provides valuable and educational
1. Information Blogs content to readers
Tips on healthy eating – “Healthline”
Health Care Blogs frequently publish informative blogs
to educate readers about health
issues

Focus on personal experience,

2. Personal Blogs hobbies and interest

Travel Blogger share their journeys,

Travel Blogs experience and tips on various
platform allow readers to connect
with their stories and know about
places. “the-shooting-star.com”
3. Business Blogs Shares information about their
products, industry news or insights
into their operations
Marketing and BusinessBlog – offers marketing tips,
Finance tips tools and updates that help other
business

4. News Blogs Focus on latest updates in specific

industry or topic

Latest updates TechCrunch – latest news in

about business technology sector – providing
and technology readers with timely updates and
insights
5. Niche Blogs Focus on specific topics, categories to
a particular audience

Food Cook
Designcafe – share various
Inderior Design information to interior designs
Minimalist Baker – recipes that
require ten ingredient or less
appealing to interested in simple
cooking
 Content Marketing

Involves creating and Blogs, social media posts, videos, infographics, e-book and more
sharing various types
of content to attract,
engage and convert
an audience Aim to provide value, build relationship, and ultimately encourage
the audience to act

Content Blogging v/s Content Marketing

The act of regularly updating a website or blog A content marketing approach focused on
with articles to inform and engage an V/S creating and distributing valuable, relevant,
audience. and consistent content to attract and retain a
clearly defined audience, and, ultimately, to
drive profitable customer action.
 Types Content Marketing

Blog post help to drive traffic to a Travel, food, lifestyle blogs, health
1. Blog Posts
website and improve search engine and fitness blog, investment blog
ranking
Highly engaging and easily shared Video content – education, life style
2. Videos products, travel, fashion, food industry
across platforms like YouTube and
Social Media

Present complex information visually Sharing statistics and data in an

3. Infographics
engaging way

4. E-Books & In-depth information on specific topic HubSpot – e-book on marketing

Whitepaper - e-book – lead generation strategies – user can download after
providing their contact information

4. Social Media FB, Twitter and Instagram – for Use of inspiring content, promote
Posts encouraging with audience products and engage directly with
customers
 6. Podcast Audio content that allows users to KuKuFM, Spotify, Amazone Music,
consume information conveniently Apple Podcast, Google Podcast

7. Webinar Live or recorder online seminars Use of Zoom, Google Meet, Microsoft
which offer valuable information – Teams, -
used for training and educational
purpose

8. E-Mails Keep audience informed and engaged Buzzfeed’s News letters deliver content
– companies use them to share directly to subscriber’s inboxes –
updates, tips or promotional content keeping them connected with brand

Case Studies How a product or services helped Salesforce share case study of business
specific customers – real life example successfully used their platform,
building trust with potential customers
INFLUENCER
MARKETING
Influencer Marketing

Strategy to promote their Involves partnering with individuals who have significant
products and services following on social media or any other online platform

Focus on key individuals – influencers to promote brand’s products and services

Influencers Have established credibility in their niche and they have loyal following – they
trust their opinion

- Celebrities
- Social Media Personalities
- Bloggers MKBDH – Marques Brownlee
- Industry Experts
How Influencer Marketing works

Identify Influencer - Influencer who align with target market

- Based on niche, reach, engagement and quality of their content

Collaboration - Brand makes collaboration with influencer – post – sponsored content like video,
blog articles or live events

Content Creation - Influencer display – Brand’s Products and Services

- Content can be – authentic, entertaining, or educational depends on style of
influencer and audience taste & preference

Promotion - Influencer share content with their audience – promoting brand followers
- Increase Brand Awareness and Engagement ----- Boost Sales
 Role of Influencer in driving Sales Growth

1. Trust & Influencers have established level of Recommend products to their

trust with their followers followers – believe in effectiveness
Credibility

Cater to specific niche – allow Fitness Brand – collaboration with

2. Target Reach
brands to target their ideal Fitness influencer to reach health
audience effectively conscious customers

Influencer content – more genuine Increase Customer engagement –

3. Authenticity
– followers appreciate real which will improve better customer
opinions conversion rate

Strong connection with their

4. Engagement Increase visibility of Brand
audience – leading to high
engagement rates on their post
 5. Content Produce and appeal relatable Fashion Influencers – creates stylish
Creation content – creativity allows brand’s videos – increase interest of viewer
display their product creatively

6. Increase Brand Collaboration with Influencers – Sharing of post – increases brand

Awareness increase reach to wide audience – visibility
increase Brand Awareness

7. Social Proof If consumer see their favorite Increase visibility – Travel influencer
influencer using or endorsing share trip video – people influenced
product to visit the same place

8. Seasonal Influencer – drive sales for specific Diwali – influencer can promote
Promotional and
Events reason festival collection in clothing – Home
Decor

9. Feedback & Influencer – provide valuable Helping brands to understand what

Insight feedback on product their audience wants
THANK YOU