Digital Marketing Unit II

CAMPAIGN PLANNING AND EXECUTION.

 A digital marketing campaign is a strategy that takes place online to promote products or
services by boosting traffic, engagement, and conversion rates.
 Marketing professionals use digital media to create different content industries like e-
commerce, healthcare, government, entertainment, publishing, and non-profits.
 The main objectives of such a campaign can include:
● Cutting cost per lead or acquisition
● Boosting brand awareness
● Increasing sales
● Increasing client retention
 Those mentioned above are also common business objectives. But the way companies
approach them with digital media can be quite different from other marketing campaigns.
 Why You Need a Digital Marketing Campaign Strategy
 Here are some of the main benefits of developing a digital marketing strategy:
● Save resources: Having a strategy helps you determine exactly what you need to do
in order to achieve your goals. No more wasting money or resources on the “see
what sticks” method. Simply sticking to your strategy and measuring results helps
you determine the performance of your campaign.
● Avoid risks: Companies build strategies on a foundation of data and information. When
you work towards your strategy’s goal, you’re using the information to guide your
actions and decisions. This takes away a lot of the risk from blindly marketing to
your consumer base, without knowing what they like to see or what they want to
read.
● Focus your efforts: A marketing strategy helps you to focus on the areas where you’ll
have the most success. Think of it as the difference between fishing in the middle of
the ocean versus fishing in a small lake with the same amount of fish. Where are
you likely to catch the most?
● Improve effectiveness: By combining all the above benefits, a strategy really just helps
you improve the effectiveness of your digital marketing efforts. Without a strategy,
you’re not creating advertisements, content, or social media posts that are actually
doing your business any good.

Campaign Planning
Campaign planning and execution are crucial aspects of digital marketing, enabling
businesses to effectively reach their target audience and achieve their marketing goals.
 A well-crafted campaign plan serves as a roadmap, guiding the entire process from
conception to completion.
 It’s a bit challenging to plan digital marketing campaigns, so it needs your utmost attention
and dedication from beginning to end.
 Here are some steps you can take when creating a logical and efficient digital marketing
plan:
1.Define Your Goals
● Seasoned marketers understand the need for defining goals at the start of any
campaign, but those who are eager to get started often overlook this essential step.
● There are plenty of decisions to make when creating your marketing campaign.

Prof. Venkatesh Kalal KLE GH BCA COLLEGE

Digital Marketing Unit II

● For example, you might want to measure success by aiming for higher rankings in
search results or improving the conversion rate.
Specific goals depend on your business, current circumstances, and long-term
goals.
● But in most cases, it’s helpful to follow the SMART goal method, which stands for
specific, measurable, achievable, relevant, and time-bound. Essentially, you want to
make sure you’re creating a goal you can actually fulfill.
● Here are some examples of SMART goals you might create:
● Brand Awareness: Build brand awareness by 30% in six months.
● Social Media Followers: Increase social media followers by 2000 in three months.
● Search Engine Optimization: Improve search engine ranking by 10% in four
months.
2. Identify Your Target Audience
● Understand your ideal customer's demographics, interests, and online behaviour.
● This will help you tailor your messaging and choose the right channels to reach
them effectively.
3. Assess Your Budget
● Setting a realistic budget is essential because it helps you determine what you can
accomplish with the resources you have.
● Fortunately, digital marketing campaigns are cheaper than traditional marketing,
meaning the same resources can bring more results.
● To create a budget, start by looking at your main goal, then look at what you need to
accomplish to achieve it.
● For example, let’s say your goal was to increase brand awareness by 30% in six
months.
● That goal will probably require content creation to bring people to your brand
organically.
● Depending on the content your audience wants to read or view, that might require a
content production team.
● It might also require different kinds of tools or software your production team can
use.
● Now you’re starting to understand more of what your campaign needs and the
budget it requires.
4. Know What You’re Creating
● Obviously, a digital marketing campaign requires some sort of digital media.
● That means you need to determine what you’re creating and how exactly you plan to
create it.
● For example, let’s say you’re hoping to create written content for your brand. It’s
good to know how you plan to create that content.
● That might include a few individual freelancers or a full team of in-house writers,
editors, and quality assurance specialists.
● Whatever the case, it’s good to know what content you’re creating, who’s creating it,
and how much of it you want to produce.
5. Choose a Channel Strategy
● Sharing content on different platforms builds brand awareness.
● There are several channels to target your audience based on their personas.
Customers respond differently to each forum, so spreading your message across
Prof. Venkatesh Kalal KLE GH BCA COLLEGE
Digital Marketing Unit II

multiple channels ensures a broader reach. Repurpose topics to save money and
time.
● According to the Digital Marketing Institute, several factors determine your preferred
channels, including:
● Number of social media channels you can effectively manage
● Channels your target audience uses
● Channels your competitors use
● Type of content you want to create

6. Measure the Digital Campaign’s Success

● It is essential to use a reliable system to measure the success of your campaign. For the
best results, each channel should have a unique framework that enables you to
measure effectiveness.
● That way, you get insights into core metrics indicating whether the campaign is on
track or requires corrective actions to ensure you meet set targets. In case you fail to
meet your targets, have contingency plans in place to ensure the campaign’s
success.
● You can effectively measure progress by learning from other successful marketing
plans other brands have used.

● One of the best tools you can use to measure your campaign’s success is Google
Analytics.

● Analytics is free and pairs with your website to track its performance. You can see
who views your content, how many visitors your website receives organically, and
which pages they navigate to in a single session.

● You can also learn more about your audience, including where they’re located and
their different demographics.

Campaign Execution
1. Develop creative assets: Create engaging and high-quality content that resonates
with your target audience. This includes visuals, videos, and written content that aligns
with your brand voice and messaging.

2. Choose the right marketing platforms: Select the digital channels that best suit your
target audience and campaign goals. Set up your accounts, optimize your profiles,
and integrate analytics tracking tools.

3. Schedule and launch your campaign: Utilize scheduling tools to automate and
optimize your content distribution across different platforms. Monitor campaign
performance closely and make adjustments as needed.

4. Engage with your audience: Respond to comments, answer questions, and

participate in conversations to build relationships and foster a sense of community.
Cultivate a positive and welcoming online presence.

5. Track and measure results: Regularly analyze campaign data to understand what's
working and what's not. Use analytics tools to track key performance indicators
(KPIs) such as website traffic, engagement rates, and conversion rates.
6. Adapt and optimize: Based on your data analysis, adjust your campaign strategy,
creative assets, or targeting parameters to improve performance and maximize
Prof. Venkatesh Kalal KLE GH BCA COLLEGE
Digital Marketing Unit II

ROI.

7. Evaluate and report: After the campaign concludes, conduct a thorough evaluation
to assess its overall success. Share your findings with stakeholders and use the insights
to inform future campaigns.

Monitoring and adjusting digital marketing campaigns.

● Monitoring and adjusting digital marketing campaigns is an essential step in ensuring

the success of your marketing efforts.
● By regularly tracking your campaign performance and making data-driven
adjustments, you can optimize your campaigns to achieve your desired results.

Key Steps to Monitoring and Adjusting Digital Marketing Campaigns:

1. Establish Key Performance Indicators (KPIs): Identify the metrics that matter most to
your campaign goals, such as website traffic, engagement rates, conversion rates,
and cost per acquisition (CPA). These KPIs will serve as your benchmark for
measuring success.

2. Utilize Analytics Tools: Employ analytics tools like Google Analytics and social media
analytics platforms to track your campaign performance in real-time. These tools
provide valuable insights into user behavior, traffic sources, and campaign
effectiveness.

3. Monitor Campaign Performance Regularly: Schedule regular check-ins to review

your campaign data and identify trends. Analyze the performance of each channel
and tactic to determine which elements are contributing most to your goals.

4. Identify Areas for Improvement: Look for areas where your campaign is
underperforming or not meeting expectations. Analyze data to identify bottlenecks,
areas of low engagement, or ineffective targeting strategies.

5. Make Data-Driven Adjustments: Based on your analysis, make informed adjustments

to your campaign strategy. This may involve optimizing content, adjusting targeting
parameters, experimenting with different ad formats, or reallocating budget across
channels.

6. A/B Test Different Approaches: Utilize A/B testing to compare different

versions of your campaign elements, such as ad copy, landing pages, or call-to-
actions. This allows you to identify the most effective approach based on user
behavior and conversion.

7. Track Changes and Measure Impact : Keep a record of the adjustments you make to
your campaign and track their impact on performance. This will help you identify
the most effective optimizations and refine your strategies over time.

8. Adapt to Changing Trends and Algorithms: Stay up-to-date with the latest digital
marketing trends, algorithm changes, and user behavior patterns.

9. Continuous Optimization: View monitoring and adjusting as an ongoing process,

not a one-time event. Continuously evaluate and optimize your campaigns to
maximize their ROI and achieve your marketing goal
Prof. Venkatesh Kalal KLE GH BCA COLLEGE
Digital Marketing Unit II

SOCIAL MEDIA MONITORING (SMM) SOCIAL MEDIA

 Social media refers to a variety of technologies that facilitate the sharing of ideas and
information among their users.

Overview of social media marketing

 Social media marketing is the use of social networks as a sales and marketing tool.
Companies with products or services to promote can go beyond traditional advertising
to build an online presence and engage directly with their customers.

 Social media marketing has opened opportunities for local businesses to reach out to
potential customers without spending a fortune on ad placement.

 Social media marketing is the use of social media platforms to promote a product,
service, or brand. It involves creating and sharing engaging content, building
relationships with followers, and using social media advertising to reach a wider
audience.

Why is Social Media Marketing Important?

1. Connect with their target audience: Social media platforms provide businesses
with a direct channel to connect with their target audience and build relationships
with potential customers.

2. Increase brand awareness: Social media can help businesses to increase brand
awareness by sharing their content with a large audience.

3. Generate leads and sales: Social media can be used to generate leads and sales by
driving traffic to a business's website and encouraging users to take action.

4. Improve customer service: Social media can be used to provide customer service by
answering questions, responding to feedback, and resolving issues.
5. Build a positive brand reputation: Social media can be used to build a positive
brand reputation by sharing positive content and interacting with customers in a
positive way.

Key Steps in Social Media Marketing

1. Define your goals
2. Identify your target audience.
3. Choose the right social media platforms.
4. Create a content calendar.
5. Use engaging visuals.
6. Run social media ads.
7. Engage with your audience.
8. Track your results.

KEY TAKEAWAYS

● Social media is digital technology that allows the sharing of ideas and information,
including text and visuals, through virtual networks and communities.
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Digital Marketing Unit II

● Social media typically features user-generated content that lends itself to

engagement via likes, shares, comments, and discussion.
● More than 4.7 billion people around the world use social media.
● Social media is also an increasingly important part of many companies' marketing
campaigns.
● The largest social media platforms worldwide are Facebook, YouTube, WhatsApp,
Instagram, and WeChat.

What are the Benefits of Social Media?

 In today’s world, people use different kinds of social media platforms. These platforms
have their own advantages and disadvantages.
 Some advantages of social media are as follows:
1. It brings people together: Social media sites provide us with open communication,
and we can discover and deliver information easily. Anyone can find new people,
and their friends and can communicate with them.
2. Increased breadth of knowledge: With the help of social media people can share
their knowledge or something about almost anything in the world. The
connection of social media is really broad. It connects people from all around the
world.
3. Attract attention: Aside from building loyalty and long-term relations with your
audience, social media can attract attention to your site, product, or services.
4. Social media optimization: Social media is really helpful in promotion and
advertisement. Using social media people can share their brands, products, or
services online with the whole world.
5. Help in Education: People can take a lot of help in their education from social
media. We can learn from other people online, and it provides the best ever
learning opportunities. A few examples are YouTube, Google, Yahoo, etc.
6. Social Media Helps Government: Government takes a lot of advantages from
social media. It is a powerful way for the government to interact with the public. It
is very easy for the government to spread awareness of any issue to the public
through social media.
7. As an Entertainment: Social media is one of the easiest ways to entertain people.
Most people join social media to entertain themselves. People share different kinds
of photos, and videos on social media to entertain others.

What are the Disadvantages of Social Media?

 Although the idea of online social networking sounds very useful, however, there is a
certain element of risk and disadvantages involved in it. Some of these advantages are
explained here:
1. Privacy: While a user can protect himself, he cannot control what others post
about him. This is a growing concern as employers are beginning to search for
information about new and potential employees.
2. Distraction: Many people suffer distraction from their goals because of social media
and most of them are students. Instead of doing their homework, they tend to fail
in their academic endeavors because they use social media in the wrong way.
3. Social Media Bullying or Cyberbullying: One of the worst things about social
media is cyberbullying. People tease and troll other people for their images,
videos, or opinion they do not like.
4. Fraud: Sometimes a stranger is not someone who is he trying to pretend. People
make fake profile on social media and cheats other. We have seen many people
get cheated. Their money is lost and other important information they share is
also in danger.
Prof. Venkatesh Kalal KLE GH BCA COLLEGE
 Digital Marketing Unit II

5. Health Issues: Excess use of social media also affect the health of people. People
become lazy and fatty, they start hating going outside which causes serious
health issues.
6. Spread Fake News: Social media spread fake news very fast. People post any fake
news or information, and it becomes viral very soon. Nobody tries to find out the
reality of the news, instead, they start sharing it.
7. Hacking: Hacking is one of the biggest disadvantages of social media. Hacking is
not allowed anywhere, by hacking, hackers get your personal and restricted
information.

SOCIAL MEDIA PLATFORMS

Facebook
 Launched in 2004, Facebook remains the world’s most used and biggest social media platform,
with almost 2.9 billion Facebook users around the globe. Users can create a profile,
exchange content, and connect with people.
 Facebook Pages are the most popular platforms for businesses to promote their products
and services. Users can create communities and start discussions about their company, a
product, or another subject using Facebook Groups. Paid ads allow businesses to target
specific audiences.
Key Features:
● Profiles and Pages: Users can create personal profiles or business pages.
● News Feed: Centralized stream of updates, posts, and content from friends and
pages.
● Groups: Communities for discussions and shared interests.
● Events: Users can create and discover events.
● Ads and Business Pages: Robust advertising platform for businesses.

YouTube
 YouTube is a video-sharing platform that was launched in 2005 and has over 2.5 billion users
currently.
 Users may start a channel where they post videos about themselves or their business, its
services, and procedures.
 Businesses can run paid ads and use the YouTube Discovery Ads feature to reach the
target audience.
 The platform also launched YouTube Shorts in 2021 to compete with TikTok.

Key Features:
● Video Hosting: Platform for uploading and sharing videos.
● Channels: Personal or business profiles.
● Monetization: Partner Program for content creators.
● Live Streaming: Broadcasting live video content.
● YouTube Shorts: Short-form video platform.

Prof. Venkatesh Kalal KLE GH BCA COLLEGE

Digital Marketing Unit II

WhatsApp
 Founded in 2009, WhatsApp has over 2 billion active users every month, making it the
most popular messaging app.
 Though mainly launched for texting purposes, many businesses have started to use it to
promote their products or services.
 WhatsApp Business and WhatsApp Business API apps allow users to build a branded
profile and add a catalog, website URLs, store locations, and promotional information.
 Businesses can even use a chatbot to automate conversations and do other things.
 The platform allows users to voice call or video call their friends, family, and other
contacts.
Instagram
 Launched in 2010, Instagram has over 1 billion active users.
 Users can share pictures, videos, reels, stories, and IGTV content from their profiles.
 Instagram also gives options for business profiles or professional accounts.
 It also serves as an online store for users to market their products.
 The business profile provides the insights and analytics of the account.
Key Features:
● Photo and Video Sharing: Users can post photos and short videos.
● Stories: Ephemeral content that disappears after 24 hours.
● IGTV: Platform for longer-form videos.
● Explore Page: Discover new content based on interests.
● Shopping: Integration for e-commerce and product tagging

TikTok
 Founded in 2016 after evolving from 2014’s Musical.ly, TikTok is a short-form
video-sharing platform with over 1 billion active users.
 It allows users to make short videos of about 15 seconds to three minutes.
 TikTok offers a vast music library, and it lets users lip-sync and use music, filters, and
other effects on their videos.
 Companies can plan TikTok videos for the promotion of their products, with Brand
Takeover ads and branded hashtags.
Key Features:
● Short-Form Videos: Typically 15 to 60 seconds.
● Duets and Reactions: Collaborative video features.
● For You Page (FYP): Algorithm-driven content discovery.
● Hashtag Challenges: Encourage users to create content around a specific theme.
● TikTok Ads: Advertising platform for businesses.

Snapchat
 Launched in 2016, Snapchat has over 538 million users.
 It lets users share pictures and stories with other users for a short period of time.
 Snapchat was the first app to introduce a disappearing feature.
 Other features include adding filters to photos, using AR-based lenses, and sharing live
locations on Snap Map.
Prof. Venkatesh Kalal KLE GH BCA COLLEGE
Digital Marketing Unit II

Key Features:
● Stories: Ephemeral content that disappears after 24 hours.
● Snap Map: Location-sharing feature.
● Filters and Lenses: Augmented reality overlays.
● Discover: Content from publishers and creators.
● Snap Originals: Original video content .

Twitter
 Launched in 2003, Twitter now has over 200 million users and was almost bought by
Tesla founder and billionaire, Elon Musk.
 Twitter lets users share their thoughts in a short text message, or “tweet,” of up to 280
characters.
 Users can also communicate with others and engage in conversations via threads.
 Customers frequently use Twitter to reach out to brands and get their queries resolved.

Key Features:
● Tweets: Short messages limited to 280 characters.
● Retweets and Likes: Users can share and like tweets.
● Hashtags: Used to categorize and discover content.
● Lists: Curate and organize Twitter accounts.
● Moments: Curated stories or collections of tweets.

LinkedIn: By students only

Key Features:
• Professional Profiles: Emphasis on career and professional achievements.
• Connections: Building a network of professional contacts.
• Company Pages: Businesses can create profiles.
• LinkedIn Pulse: Platform for publishing and reading professional content.
• Job Listings: Job search and recruitment features.

CREATING AND OPTIMIZING SOCIAL

MEDIA PROFILES
 Creating and optimizing social media profiles is a crucial step in establishing a strong
online presence for individuals, businesses, or brands.
 Each social media platform has its own set of guidelines and features, but the following
general tips can help you create and optimize profiles effectively:

1. Choose Consistent Branding:

Use the same profile picture, cover photo, and bio across all platforms for brand
consistency.
Ensure that your branding elements align with your overall brand identity.
Prof. Venkatesh Kalal KLE GH BCA COLLEGE
Digital Marketing Unit II

2. Profile Picture:
Use a clear, high-resolution image for your profile picture.
For businesses or personal brands, consider using a logo or a professional headshot.

3. Cover Photo/Header Image:

Customize your cover photo to reflect your brand or convey a specific message. Ensure that
the cover photo dimensions meet each platform's guidelines.

4. Bio/About Section:
Craft a compelling and concise bio that clearly describes who you are or what your
business offers.
Include relevant keywords for search optimization. Add a link to your website or a specific
landing page.

5. Username/Handle:
Choose a username that is easy to remember and reflects your brand. Keep usernames
consistent across platforms if possible.

6. Contact Information:
Include contact details, such as email or business phone number, for easy
communication.
Some platforms have specific fields for this information.

7. Link to Website/Portfolio:
Provide a link to your website, blog, or portfolio.
Use link-tracking tools if you want to measure click-through rates.

8. Complete All Profile Sections:

Fill out every available section in your profile to provide comprehensive information. This
may include location, education, work experience, and other relevant details.

9. Use Keywords Strategically:

Incorporate relevant keywords in your bio and description to improve searchability.
Consider what terms your target audience might use to find you.

10. Enable Notifications:

- Turn on notifications to stay informed about mentions, comments, and messages.
- Timely responses to engagements contribute to a positive online presence.

SOCIAL MEDIA CONTENT

 Creating engaging and valuable social media content is essential for building and
maintaining a strong online presence.
 Your content should resonate with your target audience, align with your brand, and
encourage meaningful interactions.

Prof. Venkatesh Kalal KLE GH BCA COLLEGE

Digital Marketing Unit II

1. Understand Your Audience:

• Know your target audience's demographics, interests, and preferences.
• Tailor your content to address their needs and challenges.

2. Create a Content Calendar:

• Plan your content in advance with a content calendar.
• Align your content with holidays, industry events, and trending topics.
3. Educational Content:
• Share informative content related to your industry.
• Create how-to guides, tutorials, or tips that provide value to your audience.
•
4. Entertaining Content:
• Incorporate humor, memes, or entertaining visuals.
• Keep your content light-hearted to engage and entertain your audience.

5. Visual Content:
• Use high-quality images, graphics, and videos.
• Visual content tends to capture more attention and encourages sharing.

6. User-Generated Content (UGC):

• Encourage your audience to create content related to your brand.
• Share UGC to build a sense of community and authenticity.
•
7. Storytelling:
• Share compelling stories about your brand, employees, or customers.
• Humanize your brand and connect with your audience emotionally.

8. Behind-the-Scenes:
• Provide a glimpse into your company culture.
• Share behind-the-scenes content, including day-to-day operations and team activities.
•
9. Polls and Surveys:
• Use polls and surveys to gather feedback and opinions.
• Engage your audience by involving them in decision-making.

10. Interactive Content:

• Create quizzes, contests, or challenges.
• Interactive content encourages participation and increases engagement.

SOCIAL MEDIA CONTENT STRATEGY

1. Set Clear Goals
• Define specific, measurable, achievable, relevant, and time-bound (SMART) goals.
Examples include increasing brand awareness, driving website traffic, or boosting.

2. Know Your Audience:

• Identify your target audience's demographics, interests, and behaviors.
Prof. Venkatesh Kalal KLE GH BCA COLLEGE
 Digital Marketing Unit II

• Tailor your content to resonate with them.

3. Choose the Right Platforms:

• Select social media platforms that align with your audience and goals. Popular
options include Facebook, Instagram, Twitter, LinkedIn, and TikTok.

4. Optimize Profiles:
• Ensure your profiles are complete, consistent, and visually appealing. Use a
recognizable logo or image and write compelling bios.

5. Content Strategy:
• Plan a mix of content types, such as images, videos, articles, and user-generated
content.
• Create a content calendar to maintain consistency.

6. Engagement and Interaction:

• Respond promptly to comments, messages, and mentions. Encourage
conversations and build relationships with your audience.

7. Use Hashtags Wisely:

• Research and use relevant hashtags to expand your reach. However, avoid
overusing them, and make sure they're appropriate for each platform.

8. Collaborations and Partnerships:

• Collaborate with influencers, other businesses, or organizations to broaden your
audience and credibility.

9. Monitor Analytics:
• Regularly review analytics to track performance.
• Understand what's working well and adjust your strategy accordingly.

10. Paid Advertising:

• Consider using paid advertising to reach a larger audience.
• Most platforms offer targeted advertising options.

SOCIAL MEDIA ADVERTISING AND ANALYTICS

What is social media advertising?
 Social media advertising is a digital marketing strategy that enables you to run paid
advertisements on social media platforms. This strategy involves paying to promote
content on social media sites to reach interested leads and get them to check out your
business.
 One of the biggest benefits of a paid advertising campaign on social media is that it lets you
reach a much larger audience than the people who currently follow you.
 Your ads aren’t just shown to everybody, either (not unless you want them to). Social media
networks know a lot about their users:
● They know general demographics such as age, gender, language, and location.
● They know about their user’s preferences and behaviors.
● They even know emails, phone numbers, and friend circles.
 With that information, social media ad platforms let you target just about anyone you could
Prof. Venkatesh Kalal KLE GH BCA COLLEGE
 Digital Marketing Unit II

want within reason. With social media ads, not only are you finding new audiences, you’re
finding qualified audiences, the ones that will most likely be interested in your products and
services.
Why should I use social media advertising?
 Now that you know the definition of social network advertising where you can advertise,
you’re probably wondering why you should invest in this type of social media.
 Here are five reasons to build a social media advertising strategy.

1. You increase brand awareness.

 Want something seen? Social media is probably the best place for that.
 Posting and promoting content that’s on your website to social media is a highly effective
way to drive traffic to your website and increase people’s awareness of your brand.
 And with the ability to target people based on information that social media sites have on
them, you’ll reach new and interested audiences quicker and easier than any other
method.

2. You encourage engagement.

 Social media is where people go to engage with others, including brands.
 If you want to build lasting relationships, which need quality engagement to grow, you
need to be interacting with audiences on social media.
 That means the ads you sponsor need to be what your audience is interested in.

3. You target more people interested in your business.

 Boosting your brand affinity is a step up after visibility and engagement.

 By targeting people interested in your business, you’ll start building brand affinity in your
audience.
 Your audience feels an affinity with your brand after they’ve seen it multiple times and after
they’ve engaged with it, either through interacting on social media or making a purchase.
 When you have an affinity with your audience, you build a potentially long-lasting
relationship with them.
 With that relationship, they’ll be that much more likely to become a regular customer of
yours, relying on and trusting your brand with their future wants and needs.

4. You generate more leads.

 Each social media ad is connected to a landing page on your website.

 Some social media platforms like Facebook allow you to place a landing page right in the
ad.
 Because your landing page includes a call to action (CTA) like “Buy Now” and often a form to fill
(such as email or phone number), your landing page is how you generate and monitor
leads.

5. You earn more sales.

 Increased leads will naturally boost your sales the more you perform paid advertising on
social media.
 The result of your social media advertising strategy is that the more often people interact
with your ads, the more you’ll be at the top of their mind when they feel ready to make a
purchase.

SOCIAL MEDIA ADVERTISING

Prof. Venkatesh Kalal KLE GH BCA COLLEGE
Digital Marketing Unit II

1. Define Your Objectives:

Clearly outline your advertising goals. Common objectives include increasing brand
awareness, driving website traffic, generating leads, or boosting sales.

2.Target Audience:
Utilize the targeting options provided by each social media platform. This includes
demographics, interests, behaviors, location, and more.

3. Ad Formats:
Different platforms offer various ad formats, including image ads, video ads, carousel ads,
sponsored content, and more. Choose the format that aligns with your goals and resonates
with your audience.

4. Budgeting:
Set a realistic budget for your campaigns. Social media platforms often allow you to choose
between daily or lifetime budgets. Test different budgets to see what works best for your
goals.

5. Ad Creatives:
Create visually appealing and engaging content. Use high-quality images or videos,
compelling copy, and a strong call-to-action.

6. Ad Scheduling:
Determine the optimal times to run your ads. Consider your target audience's time zone
and behaviors on each platform.

7. Monitoring and Optimization:

Regularly monitor the performance of your ads. Analyze metrics such as click-through rate
(CTR), conversion rate, engagement, and return on ad spend (ROAS). Adjust your strategy
based on these insights.
8. A/B Testing:
Experiment with different ad creatives, copy, and targeting options. A/B testing helps you
identify what resonates best with your audience.
9.Conversion Tracking:
Implement conversion tracking to measure the effectiveness of your ads in terms of desired
actions (e.g., purchases, sign-ups). This helps you understand the ROI of your campaigns.

SOCIAL MEDIA ANALYTICS

 Social media analytics is the process of collecting and analyzing data from social
media platforms to measure the performance of your social media marketing efforts.
 This data can be used to track your progress, identify trends, and make informed
decisions about your social media strategy.

Benefits of Social Media Analytics:

1. Track your progress: Social media analytics can help you track your progress
towards your social media goals. You can use this data to measure your engagement
rates, website traffic, and follower growth.

2. Identify trends: Social media analytics can help you identify trends in your
audience's behavior and interests. This information can be used to inform your
content strategy and adjust as needed.
Prof. Venkatesh Kalal KLE GH BCA COLLEGE
Digital Marketing Unit II

3. Make informed decisions: Social media analytics can provide you with valuable
insights that can help you make informed decisions about your social media
strategy. This data can be used to improve your content, targeting, and budget
allocation.

Prof. Venkatesh Kalal KLE GH BCA COLLEGE