HISTORY AND EVOLUTION OF DIGITAL MARKETING

• Digital marketing first appeared as a term in the 1990s,

• Web 1.0 was primarily static content with very little interaction and no real communities. The
first banner advertising started in 1993 and the first web crawler (called WebCrawler) was
created in 1994 – this was the beginning of search engine optimization (SEO)

• Once Google started to grow at pace and Blogger was launched in 1999 the modern internet
age began.

• Blackberry, a brand not connected with innovation any more, launched mobile e-mail and
MySpace appeared. MySpace was the true beginning of social media as we define it today,
but it was not as successful as it could have been from a user experience perspective and
ultimately that is what led to its downfall.

• Google’s introduction of Adwords was their real platform for growth and remains a key
revenue stream for them to this day. Their innovation, simple interface and accurate
algorithms continue to remain.

• Cookies have been a key development in delivering relevant comments and therefore
personalising user experience.

• “One of the technologies which really brought information revolution in the society is Internet
Technology and is rightly regarded as the third wave of revolution after agricultural and
industrial revolution” (Gangeshwer, 2013)

• The first search engine started in 1991 with a network protocol called Gopher for query and
search.

• In 1993, the first clickable banner went live, after which HotWired purchased a few banners
ads for their advertising. This marked the beginning of a new era, the digital era of marketing.
Because of this gradual shift, the year 1994 saw new technologies entering the digital
marketplace. The very same year, Yahoo was launched.

• 1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo brought
to the market Yahoo web search.

• In 2000, the internet bubble burst and all the smaller search engines were either left behind
or wiped out leaving place for the giants.
 • Then in 2006, digital marketing world saw its first steep surge. At that time, search engine
traffic already grown to about 6.4 billion in a single month.

• Soon, Google began to expand and along with this social networking sites began to emerge.
Myspace was the first social networking site followed by Facebook. With this, companies
realized that all these new sites are opening new doors of opportunity for them to market
their products and brands.

• Products marketed digitally are now available to customers at all times.

TRADITIONAL MARKETING:

It refers to any type of promotion, advertising or campaign that has been in use by companies for
years, and that has a proven success rate. Methods of traditional marketing can include print
advertisements, such as newsletters, billboards, flyers(pamphlet) and newspaper print ads. Other
forms of traditional marketing include television spots or commercials, as well as radio spots
advertising a business, product or service

TRADITIONAL MARKETING METHODS ARE:

• Newspaper
• Flyers
• Radio
• Television
• Billboard advertising along roads and highways
• Magazine ads

TRADITIONAL MARKETING LOSING GRIP FROM THE MARKET

• It takes a lot of time, money, energy and gives a slow result.

• Hold attention only short period of time.
• Tends to be expensive, especially all the campaigns are not successful.

DIFFERENCE BETWEEN TRADITIONAL MARKETING AND DIGITAL MARKETING

Parameter of
Comparison Digital Marketing Traditional Marketing

The concept is to market the product or The concept is to Market the product or
service mainly through digital platforms service through platforms like Radio,
Concept which are more often used by the people. advertisements in newspaper etc.
Parameter of
Comparison Digital Marketing Traditional Marketing

The audience in this case is mainly people The audience in this case is mainly people
Targeted spending time on social media platforms who are not that active on digital platforms
Audience and on other digital platforms. including social media platforms.

Traditional Marketing can sometimes be

Digital Marketing is generally cost costly because it includes marketing on
efficient and can be done on digital platforms like newspapers, radio,
Cost of Marketing platforms for little or no money. television, and etc.

Documentation Softcopy Hardcopy

Consumer High, user can put comments, can provide Very less, as promotion medium is not
interaction feedback flexible

Marketing Quick result so easy to get real time

Analysis marketing results Take upto weeks or months to get result

Quick result, so easy to take real time

Real time Result result No real time result

Communication Two-way methods One way only

The main advantages are cost efficient The main advantage is the reach to the
model and more reach to the audience audience which don’t use digital platforms
Advantages which is overall good for marketing. and social media platforms.

The disadvantage is the inefficiency to The disadvantage is the inefficiency to

reach the audience on social media and reach the audience on social media and
digital platforms due to which there is loss digital platforms due to which there is loss
Disadvantage of some potential buyers. of some potential buyers.
Digital Marketing Strategy

A digital marketing strategy is a plan that outlines how your business will achieve its marketing goals
via online channels like search and social media. Most strategy plans will summarize which online
channels and digital marketing tactics you will use, plus how much you will invest in these channels and
tactics.

How to create a digital marketing strategy

Follow these eight steps:

1. Define your brand: Outline or use your brand guidelines to define your brand and how it’ll
come through in your online campaigns. Think about your unique selling points (USPs),
brand voice, and value proposition.
2. Build your buyer personas: Determine who your business wants to reach with custom buyer
personas. Think about user demographics, as well as the motivations that drive people to
choose your company, products, and services.
3. Create your S.M.A.R.T. goals: Use specific, measurable, achievable, realistic, and timely
goals (also known as S.M.A.R.T. goals) to guide your strategy. Think about your
organization’s short- and long-term goals for growth.
4. Choose your digital marketing strategies: Pick the best strategies for your business. Focus
on the techniques that offer the most value for your business and industry, versus trendy
strategies.
5. Set your digital marketing budget: Research digital marketing pricing to build a realistic
budget for your business. For reference, most businesses spend $2500 to $12,000 per
month on online marketing.
6. Brainstorm your strategy: Guide your strategy to success by planning your strategy. If you’re
advertising, determine your ad spend. If you’re publishing content, build your content
calendar.
7. Launch your campaigns: Following your planning, launch your campaigns across channels.
Ensure all your channels feature the appropriate tracking information. Your website, for
example, should feature your Google Analytics tracking code.
8. Track your results: Monitor and measure the performance of your strategies by tracking
their performance. Use Google tools like Google Analytics, Google Search Console,
and Google Ads to keep a pulse on your strategies and their return on investment (ROI).

Media buying models

CPM: cost per thousand

Before you ask: yes, it is odd that CPM translates to “cost per thousand” but has an “M” and not
a “T.” That’s because, just to make it a little more challenging, marketing experts have thrown a
little old, dead, mostly forgotten language in for your pleasure

CPM is short for cost per thousand impressions (the M is the Roman numeral abbreviation for
1,000.) CPM is one of the most common ways of buying digital media. You essentially pay for
every time your ad loads on a webpage or in an app. It’s a simple way to buy, but over the past
decade it’s come under increasing scrutiny because the client is charged for the impression
whether or not a consumer actually sees it.
On the web, for example, if the ad appears below the browser window and the user never
scrolls down, the advertiser still pays. On mobile, the same is true. This can be vulnerable to
fraud, with a typical scenario being a fraudster loading up 5, 10, or 15 ads in the same space,
stacked over top of each other.

CPC: cost per click

CPC is probably the simplest media buying model to understand. And thankfully, there’s no Latin
involved.

CPC is cost per click advertising. Here the advertiser (that’s you) pays when a click is made on an
ad. Some advertisers prefer to buy CPC versus CPM because they believe they only pay when
someone is interested enough in the message to want more info. And that’s likely true. Some
CPC programs are very effective, but there is a potential for fraud if a company deliberately uses
bots or some other technique to drive clicks not initiated by a real person.

CPL: cost per lead

This is not a common model for mobile marketers or even consumer-focused marketers.

CPL means cost per lead. You as an advertiser pay a publisher or an affiliate when a lead form is
completed and submitted. CPL is common in B2B marketing, where it is unlikely that someone
will make a purchase immediately. It can be a very effective way to buy, though there is some
risk of fraud if bots are programmed to fill in leads automatically.

CPA or CPS: cost per action, cost per acquisition, or cost per sale

OK, we’re verging into the little-bit-odd section of the marketing analytics verbiage again. CPA is
often cost-per-action in the mobile marketing world, which means you pay for certain actions
taken by a user in your app, such as registering for an account or making their first purchase.

Whether it’s action, acquisition, or sale, however, the point is that advertisers only pay if
something happens. That’s why CPA is a relatively low-risk way to buy media because the
advertiser only pays when a user takes definable steps, or when you recognize revenue. (Of
course, there are ways for this to be gamed by fraudsters as well.)

Many media companies won’t sell media this way because they assume all the risk in the ad buy.
If no one buys, they make no money. High-quality publishers with valuable inventory are more
likely to want guaranteed revenue. But some can be enticed into CPA contracts if the value is
high enough … and if they trust their inventory sufficiently.
CPI: cost per install

CPI is an extremely common way to price mobile app install campaigns, and even if marketers
use a different model, they’ll often work out an effective CPI.

In mobile app marketing, CPI refers to media programs where the advertiser pays for every
installed app. Lots of app marketing is purchased via CPI, because it is a fast way to drive
installs. But, as in anything else, the quality of installs driven varies by media vendor. Some CPI
vendors are extremely reputable, and work hard to find users that will likely use an app. Others
use incentives in one app to get a user to install another app. Those “incentivized installs” can
be low quality, although there are ways with playable ads to increase the quality.

What Is an Ad Network?

An advertising network is an online company or organization that connects businesses looking to

advertise online with websites that are selling ad inventory.

Some of the best ad networks include Publift, Google AdSense, Adcash and AppLovin.

Ad networks can help larger and more audiences see ad campaigns, through programmatic
advertising. While techniques such as behavioral targeting existed before real-time bidding (RTB),
the process has undoubtedly made it easier for marketers to appeal to their target audience.

What Is an Ad Exchange?

An ad exchange is a platform that works as a digital marketplace where online publishers offer ad
space and advertisers can bid for this space.

Some examples include AppNexus, Google’s DoubleClick Ad Exchange, and Microsoft Advertising
Exchange.

Criteria Ad Network Ad Exchange

Type of Entity A company A technological platform

Target Users Agencies, advertisers, and publishers Agencies, advertisers, DSPs, SSPs,
and publishers

Pricing Doesn’t change since it depends on Fluctuates depending on the bids

negotiations placed
 Campaign Takes time to implement changes Changes reflect in real-time
Optimization

Inventory Offers a premium inventory to Offers the remaining inventory after

advertisers selling the premium inventory

Transparency Advertisers don’t know where their Both the partiers are aware of the
ads will appear transaction

Publishers are unaware of the buyer

Key Players Google AdSense, Yahoo! Publisher DoubleClick, Microsoft Advertising

Network, Bing Ads, Criteo Exchange, OpenX, AppNexus

Advantages Publishers can sell the inventory at a Advertisers determine the price by
premium price as they set the price participating in the bidding process

Challenges Advertisers have little say during Publishers may not get premium
negotiation as publishers set the base value for their inventory
price

Aspect Metrics KPIs

Specific data points used for Key performance indicators that show if you're
Definition
measurement meeting your objectives

Can be numerous and cover Focused on a few critical performance indicators

Scope
various aspects directly tied to goals
 Importance Provide detailed information Indicate overall performance and success

Can be customized for specific

Customization Generally standardized for broader use
needs

Website traffic, social media Conversion rate, revenue, customer acquisition

Examples
likes cost

Role Supporting data for analysis Main drivers of decision-making

Alignment with May or may not align with the

Directly aligned with organizational objectives
Goals goals

Metrics

1. Website Metrics
This digital marketing performance metric indicates the total number of visitors to your website over
a specific period, providing an overview of your site's reach and audience size.

• Bounce Rate: Bounce rate is calculated as the number of single-page visits (where a user
views only one page) divided by the total number of visits. The formula is:

What are Digital Marketing Metrics and KPIs?

Digital marketing metrics and KPIs (Key Performance Indicators) are ways to measure how well your
online marketing efforts are working. Think of them like scorecards for your digital marketing
strategies.

• Metrics are the specific data points you track, like website visits, social media followers, or
email open rates.

• KPIs, on the other hand, are the most important metrics that tell you whether you're
achieving your marketing goals.

For example, if your goal is to increase sales, the KPI might be the number of online purchases.
These metrics and KPIs help you understand what's effective in your digital marketing and what
needs improvement, so you can make better decisions and boost your online success.
What’s the Difference Between Metrics and KPIs?
The basic difference is that a metric is something you can count, such as actions or events. Like
pressing the Leave a message button. A metric is just a number. And how you interpret this number
is up to you.

On the other hand, a Key Performance Indicator (KPI) includes insights. Typically, KPIs have normal
values and can tell you about your business if you compare the actual value with the average value.
For example, there are typical open rates in email marketing for different industries. Check them
before setting your benchmarks.

Aspect Metrics KPIs

Specific data points used for Key performance indicators that show if you're
Definition
measurement meeting your objectives

Can be numerous and cover Focused on a few critical performance indicators

Scope
various aspects directly tied to goals

Importance Provide detailed information Indicate overall performance and success

Can be customized for specific

Customization Generally standardized for broader use
needs

Website traffic, social media Conversion rate, revenue, customer acquisition

Examples
likes cost

Role Supporting data for analysis Main drivers of decision-making

Alignment with May or may not align with the

Directly aligned with organizational objectives
Goals goals

Why are Metrics and Key Performance Indicators in Digital Marketing so Important?
You can’t say for sure if your business is performing well unless you look at the numbers. Here are a
few reasons why keeping an eye on these digital marketing key metrics and KPIs is so important.

1. Measuring Performance: Metrics and KPIs in digital marketing provide a way to assess the
effectiveness of your digital marketing efforts, helping you understand what's working and
what needs improvement.

2. Data-Informed Decision-Making: These metrics and digital marketing KPIs enable data-
driven decision-making by providing actionable insights that guide resource allocation and
strategy adjustments.

3. Goal Tracking: Digital marketing key metrics help you track progress toward your marketing
goals, ensuring that you're on the right path to achieving them.
 4. ROI Assessment: These metrics allow you to determine if your marketing investments are
delivering a positive return on investment, a crucial consideration for businesses.

5. Continuous Improvement: Regularly monitoring metrics promotes a culture of continuous

improvement, helping you optimize your marketing strategies over time for better results.

What you need to focus on is relevant data that indicates your digital marketing performance. There
are a variety of KPIs and metrics for digital marketing that you should track depending on your
industry and goals. Today, we’ll look at some of them that apply to most businesses.

Not sure what metrics you need and how to calculate them? We’ve prepared a selection of
dashboards that will be useful to every marketer. Just select a template, connect your data, and get
a ready-made report on advertising campaigns, sales funnel, ROPO, RFM, LTV, cohort analysis, and
more.

List of Performance Marketing Metrics and Sales Performance Metrics and KPIs Examples
What’s going on with my sales? Is my website effective enough? What’s been the efficiency of our
content marketing efforts in the last few months? All of these questions can be answered by
marketing and sales performance metrics and KPIs. While marketing and sales are different
departments, they are very closely linked. Following are the KPIs and digital metrics that can give a
clear picture of your business.

1. Website Metrics

This digital marketing performance metric indicates the total number of visitors to your website over
a specific period, providing an overview of your site's reach and audience size.

• Bounce Rate: Bounce rate is calculated as the number of single-page visits (where a user
views only one page) divided by the total number of visits. The formula is:

It’s typically expressed as a percentage.

• Average Session Duration: To calculate the average session duration, sum up the total time
spent by all visitors on your website during a specific period and divide it by the total
number of sessions. The formula is:
. Search Engine Optimization (SEO) Metrics

SEO metrics are one of the most crucial metrics in digital marketing for evaluating the performance
of your website in search engine results and understanding how effectively your SEO efforts are
driving organic traffic and improving your website’s authority.

• Organic Traffic: Organic traffic refers to the number of visitors who arrive at your website
through unpaid (organic) search engine results. It indicates the visibility and relevance of
your website in search engine rankings.

3. Domain Authority

Domain Authority is a metric developed by Moz that assesses the overall authority and
trustworthiness of your website in search engine algorithms. A higher Domain Authority score is
generally associated with better search engine rankings.

4. Conversion Rate (CR)

Conversion rate is the simplest but not an unimportant digital marketing performance metric. The
conversion rate is the percentage of users that complete a desired action (purchase, download an
app, submit a contact form).

6. Click-Through Rate (CTR)

Clicks mean purchases to a certain degree. The click-through rate is the ratio of users who click a link
to the total number of users who view it.

For instance, in a Google Ads campaign, if your ad is displayed 1,000 times and it receives 100 clicks,
your CTR would be 10%. This means that 10% of the users who saw your ad took the desired action
of clicking on it. A high CTR indicates that your ad is resonating with your target audience, driving
more traffic to your website, and is a valuable KPI to monitor to optimize ad campaigns for better
performance.
 7. Cost per Click (CPC)

Cost per click or CPC KPI is a performance marketing metric that shows if you can save some money
on paid ads. This metric shows how much you pay when your ad is clicked. CPC is used to assess the
cost-effectiveness of an ad campaign.

8. Cost per Action (CPA)

Cost per action or CPA is a digital advertising performance metric that shows the cost of completing
a desired action. It also helps you to measure the effectiveness of the marketing funnel. It’s totally
up to you which action you consider desired — signing up for a newsletter, requesting a callback, or
something else.

What is Display Advertising?

Display Advertising refers to displaying graphical, visual, or multimedia advertisements on

websites, applications, or social media platforms. These advertisements might be banners, photos,
movies, or interactive features, among other formats. Display advertising, as opposed to text-
based ones, tries to draw viewers in with eye-catching images and graphics. Advertisers can
efficiently target certain audiences by using data like demographics, interests, and browsing
activity. Display advertising is important because it helps companies create visually appealing
material that increases brand awareness, drives traffic to their websites, and eventually generates
leads or sales.
Importance of Display Advertising

1. Visual Appeal and Branding: Advertisers do their job especially well by displaying ads with
graphics, images, and videos that will grab their target audience’s attention. Intuitive visual
support is a brand recognition factor and is one of the key elements that form the basis of a strong
visual identity, thus leading to a memorable and positive brand image.
2. Targeted Reach: Display advertisements are more exact because they can target specific
viewers using demographics, interests, actions, and locations. By using this focused technique, the
ad audience will probably include the people who are the right audience to listen to the ad, which
increases the chances of getting agents and converters.
3. Increased Visibility: Improving the brand value, ads appear at key places and become highly
visible as they are said to be in the internet space that is the main highway of traffic. This enlarged
visibility goes hand-in-hand with building a brand, which aims to reach a large audience and get
new customers.
4. Retargeting Opportunities: Display advertising enables re-marketing campaigns, which let
marketers target visitors who have already acted in a certain way online. This customized
approach usually yields a higher conversion rate due to customers being reminded of the items or
services they had shown prior intentions to buy.
5. Multi-Platform Presence: Display advertising is the most versatile outlet as it can be displayed
on all digital platforms like websites, social media pages, mobile applications, and more.
Therefore, a multichannel presence will provide an opportunity for brands to stay at the forefront
and shape consumer opinion by connecting with their audience, utilizing digital environments, and
promoting their brand campaigns.

Types of Display Advertising

1. Remarketing Ads: Remarketing ads, also known as retargeting ads, are a type of
online advertising that targets users who have previously interacted with a website or a
specific brand online but haven’t completed a desired action, such as making a purchase or signing
up for a service. These ads aim to re-engage these users and encourage them to return to the
website or complete the desired action.
2. Personalized Ads: Personalized ads, also known as targeted ads or tailored ads, are
advertisements that are customized and delivered to individual users based on their interests,
behaviors, demographics, or other relevant data. These ads are designed to be more relevant and
engaging to the user, increasing the likelihood of capturing their attention and prompting a
desired action, such as a click or conversion.
3. Contextually Targeted Ads: Contextually targeted ads are advertisements that are displayed to
users based on the content of the web page or app they are currently viewing. Unlike personalized
ads, which rely on data about the individual user, contextually targeted ads focus on the context
of the content being consumed at the moment.
4. Site-Placed Ads: Site-placed ads, also known as direct site placement or direct ad placement,
refer to advertisements that are specifically placed on individual websites or digital properties,
rather than being distributed through ad networks or exchanges. In site-placed advertising,
advertisers negotiate directly with website owners or publishers to secure ad placements on their
platforms.
Display Ads vs. Native Ads

Basis Display Ads Native Ads

Display ads are typically visually rich Native ads are designed to
and come in standardized formats match the look, feel, and
Format
such as banners, skyscrapers, style of the content in which
rectangles, and interstitials. they appear.

Native ads mimic the visual

Display ads are usually placed in
design and layout of the
designated ad slots on webpages or
host platform, making them
Appearance apps, such as sidebars, headers,
appear more organic and
footers, or between content
less like traditional
sections.
advertisements.

Native ads tend to have

higher engagement rates
Display ads often rely on eye-
because they blend
User Engagement catching visuals or animations to
seamlessly with the content,
capture users’ attention.
making them more relevant
and interesting to users

Native ads are required to

Display ads are usually clearly be disclosed as sponsored
labeled as advertisements, either content, but the disclosure
Disclosure through visual cues such as borders may be less overt and may
or text labels like “Ad” or blend with the design of the
“Sponsored.” ad to maintain the native
appearance.

How to Measure Display Ad Performance?

Measuring the performance of display ad campaigns is crucial for advertisers to understand the
effectiveness of their advertising efforts and optimize their strategies for better results. Here are
some key metrics and methods used to measure display ad performance,
1. Impressions: Impressions refer to the number of times an ad is displayed or viewed by users. It
provides insight into the reach and visibility of the ad campaign.
2. Click-Through Rate (CTR): CTR measures the percentage of users who clicked on an ad after
seeing it. It indicates the level of engagement and interest generated by the ad. CTR is calculated as
the number of clicks divided by the number of impressions, multiplied by 100.

𝐶𝑇𝑅=𝐶𝑙𝑖𝑐𝑘𝑠𝐼𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑠×100CTR=ImpressionsClicks×100

3. Conversion Rate: Conversion rate measures the percentage of users who completed a desired
action after clicking on the ad, such as making a purchase, signing up for a newsletter, or filling out a
form. It indicates the effectiveness of the ad in driving meaningful actions. Conversion rate is
calculated as the number of conversions divided by the number of clicks, multiplied by 100.

𝐶𝑜𝑛𝑣𝑒𝑟𝑠𝑖𝑜𝑛 𝑅𝑎𝑡𝑒=𝐶𝑜𝑛𝑣𝑒𝑟𝑠𝑖𝑜𝑛𝑠𝐶𝑙𝑖𝑐𝑘𝑠×100Conversion Rate=ClicksConversions×100

4. Cost Per Click (CPC): CPC measures the average cost paid by the advertiser for each click on the
ad. It helps evaluate the efficiency of ad spending and budget allocation. CPC is calculated by
dividing the total cost of the campaign by the number of clicks.

𝐶𝑃𝐶=𝑇𝑜𝑡𝑎𝑙 𝐶𝑜𝑠𝑡𝐶𝑙𝑖𝑐𝑘𝑠CPC=ClicksTotal Cost

Explain various types of YouTube ads. List the buying models used to buy YouTube ads.
1. Skippable In-Stream Video Ads

First up on the list are skippable in-stream video ads, which can be served either before a video or
during it. These ads play for a minimum of 5 seconds and then the viewer has the choice to skip
them. In general, the video ad needs to be a minimum of 12 seconds and it’s recommended to keep
it under 3 minutes. One of the perks of this type of YouTube ad is that you’ll only get charged when
someone watches at least 30 seconds, the entire ad (for any ad under 30 seconds), or if they click on
it.

2. Non-Skippable In-Stream Video Ads

These ads can also play right before a video or during it, really, the only difference is that there’s not
a skip button at all. Considering that a high percentage, some 76% of people, skip the ads that get
served in youtube videos, the non-skippable ad is best when your brand really needs to raise
awareness and doesn’t want to risk getting hundreds and thousands of ad skips. The way that these
ads charge advertisers is a little bit different; charges are incurred per impression, more specifically,
per 1000 views (CPM).

3. Bumper Ads

Bumper ads are six-second, non-skippable video ads that play right before an actual video. These ads
are perfect for anyone who has a simple message to get across and doesn’t need the full production
of a minutes-long video. Again, these ads are a great spot for any awareness efforts like promoting
an event, or driving brand reach and frequency. If a 6-second spot seems too short to make a lasting
impact, Google analyzed 300 bumper ads and found that 90% created a big lift in ad recall.

4. Discovery Ads

Discovery ads are very different from the three previous ad types. In fact, they are actually really
similar to Google search ads, appearing amongst search results in a semi-organic kind of way. These
ads help us view YouTube as a search engine. Like Google text ads, YouTube’s Discovery Ads also say
“Ad” in a box to let users know they are paid for results. Discovery ads are composed of a thumbnail
image and three lines of text. What’s also interesting is that these ads can show on the search
results page, video watch page, and YouTube homepage which gives them quite a bit of visibility.

5. Non-Video Ads

YouTube also offers non-video ads for brands that aren’t looking to shell out a big spend. First, you
can choose to serve a display ad on the right hand side of results while a video is playing. This ad
features an image, some text to the right of the image, and a button to click to your website. Also,
can serve a banner ad overlay that pops up during a video from a channel that’s decided to
monetize. These non-video ads charge money on a cost-per-click basis.

What is Ad Rank?

Ad Rank determines the position of a pay-per-click add in relation to other ads on a search engine
results page. Search Engines want to provide relevant ads to match what users are seeking and
therefore, look for certain factors.

How is Ad Rank Calculated?

The following factors are used to calculate ad rank:

Bid Amount - rank is determined by the amount bid. Tthe highest bidder does not need to pay their
maximum amount or bid, rather, they pay the price that would keep them in their position--given
the other factors as listed below--in relation to the other adds.

Expected Impact of Ad Formats- phone numbers, addresses, web domain names, links, and other
such enhancements will increase the format impact.

Components of Quality Score which include:

• Expected Click Through Rate- search engines rely on users to decide which ads are
important for various search queries by "voting" with their clicks
• Ad Relevance- search engines will analyze words on an ad's page to see if it is relevant to
the search query (this prohibits anyone from bidding for a space for queries or keywords
that have no relevance to their product or services
• Landing Pages - pages that help users find what they are looking for and are relevant to help
users complete their desired action are ranked higher

The cost of a click can be decreased if both expected impact of ad formats and components of
quality score increase, this can be done without losing the position or rank of the ad. Positions of ads
constantly change as ad rank is recalculated every time an ad is eligible to appear and competes in
an auction.

Ad Placement
An ad placement is the group of ad units where advertisers can place ads; roughly speaking,
these are certain locations where you put ads. This can refer to several things like a website,
its specific pages, or a single ad unit somewhere on the page.

What is an ad unit then? In its turn, an ad unit is a container where the ad is placed. It includes an ad
tag – a piece of code that calls an ad server to request ads. Naturally, an ad unit contains
characteristics of an ad, such as size and format. Think of it being a whiteboard that is colored with
your ad creatives.
An ad slot is the ad unit's physical location on the web page. It is an HTML5 <div> element that
performs the role of a frame for an ad unit.

All of the ad space you have for sale is called ad inventory. It is the number of ad units per page
multiplied by the total number of pages. Ad inventory can be sold to advertisers directly, or you can
use middlemen such as ad networks or ad exchanges to sell it.

Types of an Ad Placement

Social Media Marketing:

Reach your target audience:

The most important thing about any business is to know the audience. Don’t try to reach everyone.
What your product is and who they are for, you know well. According to your products and services,
Social Media Marketing lets you find your target audience.

To reach your target audience find them by-

• Compiling their data like customer’s age, engagement pattern, locations, etc.
• Utilize Social Media tools and analytics to know their preferences.
• Be updated about your competitors and their strategies.

Set the goals right:

One of the effective strategies is the ‘Smart Goal Strategy’. It helps you set the overall objectives
that your company needs. Smart stands for: Specific, Measurable, Achievable, Relevant, and Time-
Bound. By employing this approach, vague assumptions and speculative work are abolished, a well-
defined schedule is established, and it becomes simpler to monitor advancements and detect
overlooked milestones.

Use multiple platforms:

Your content can have three chances to reach your audience throughout the day, depending on their
preferred social media platforms such as Facebook, Instagram, and TikTok. Additional apps worth
knowing include LinkedIn and Twitter. However, it is not essential to invest in strategies for all of
these platforms. Instead, focus on the apps that your customers are most likely to utilize.

Regularly post trendy content:

People tend to forget if they stop seeing you. So according to the trend, you have to post relevant
content regularly. Even if sometimes the posts may be about some opposite idea of your business,
but users will engage with your content if they find it trendy and relevant to some viral topic.
 Focus on quality over quantity:

Quality always comes first. Ensure quality and customers will trust you more. Think about the
content that you are providing. If it is original, and if it helps the followers, entertains them, or
inspires them.

Communicate with the followers:

Customers or social media users love to communicate with their desired brand or the person who
represents your brand. They enjoy interacting and giving suggestions or expressing their problems.
Check their activity in your posts and content. Ask them questions about their bad experiences and
try to solve those. 83% of customers value the brands more that interact with them and it increases
ROI. So, make your audience feel seen, heard, and understood.

Distribute your resources wisely:

For small businesses, it is necessary to set some parameters to distribute their resources. For that,
you need to have some skills like-

• Thinking strategically regarding the business contents.

• Organizing things knowing what to do and when and where to do that
• Also, having expertise in creating a brand identity.

If you are not able to do so, hire an expert who can change your Social Media Marketing game.

The best Social Media Marketing platforms:

• Facebook – for video streaming, engaging posts, and interacting with followers
• Instagram - for more visually compelling posts, stories, and creative short videos.
• LinkedIn - for articles, informative content, and blog posts.
• YouTube - for informational or entertaining long video content.
• Twitter - for real-time conversations, news updates, and alerts.
• Pinterest - for discovering content and visuals to catch attention.

INFOGRAPHICS

An infographic is a collection of imagery, data visualizations like pie charts and bar graphs, and
minimal text that gives an easy-to-understand overview of a topic. As in the example below,
infographics use striking, engaging visuals to communicate information quickly and clearly.

Infographics include bar graphs, pie charts, histograms, line charts, tree diagrams, mind maps, Gantt
charts and network diagrams. Such tools are often components of business intelligence software.

Common type of Infographics:

• Statistical infographics.
• Informational infographics.
• Timeline infographics.
• Process infographics.
• Geographic infographics.
• Comparison infographics.
• Hierarchical infographics.
• List infographics.

Importance of infographics:

1. Infographics Can Improve Decision-Making

2. They Increase Your Content’s Exposure
3. Enhances Content Shareability
4. Infographics Can Build Brand Credibility
5. They Complement Your Branding Strategy
6. Infographics Can Build High-Quality Backlinks
7. They Help Improve Your SEO
8. Infographics Help You Tell A Story
9. It’s Easy To Track Results

Infographics Enhance Readability