It is a case study which reveals each and every information about Digital Ads, its different models, and the latest Strategies to create a successful ad campaign in Online.

1. A Case Study
To Master
Digital Ad
Strategy
A Case Study To Master
Digital Ad Strategy
Without Breaking A Sweat
made with

2. 1.
2.
A Case Study To Master Digital Ad Strategy
Without Breaking A Sweat
Call to Action
Table of Contents

3. Digital Ad Strategy
Before a marketer gets on with placing digital ads, it is imperative for him to get
a Digital Ad Strategy in place. As per the definition of Demand Media, Digital Ad
Strategy is the blueprint of how you sell your product or service to consumers.
More the products, more will be the ad strategies.
The first step to creating a Digital Ad Strategy is a market study. It's a sort of due
diligence before strategic goals are set. One needs to understand;
What market is one operating in?
Who is going to buy the product and in those buyers how many are interested
in one's product at present?
A Case Study To Master Digital
Ad Strategy Without Breaking A
Sweat

4. Call to Action
Find more about Digital Marketing and
Digital Advertising tactics
CLICK HERE
made with
Does competition from existing companies exist for one's product?
If competition exists, then How are they advertising and what is their
strategy?
It's crucial at this point in time to get a fix on the economic environment your
business will operate in. A "SWOT (strengths, weaknesses, opportunities and
threats) Analysis" of the business environment is the need of the hour. What are
the past trends of this market, and in the light of everything that does the future
for your brand look like in the market? The state of the market you operate in
will have a key role in determining the Digital Ad Strategy for your product.
Once you've understood that the market is viable for your product and its future
growth, you need to get on with asking a few key questions.
Where we are and where we want to go?
What are we currently doing in terms of digital advertising?
If you are invested digitally, then are your campaigns aligned? And how are
they performing?
After that, set your Key Performance Indicators (KPIs), exactly on what
benchmarks are you going to measure success.
Further down, you have to go about setting goals. It is done by choosing a set of
objectives say for example "increasing sales by X amount, brand awareness and
reaching out to new demographics."
Clearly defined goals on paper make a base for success measurement. On the

5. basis of these benchmarks thus can be determined what's on the benchmark and
what's below. Amendments can be further made to the Digital Ad Strategy
keeping in mind the weaknesses and feedback.
4 Goals to Create the Best Digital Ad Strategy
In Digital Advertising, goals fall under the following broad categories;
Customer Acquisition
The first and foremost is a popular measurement of success - this shows the
increase in customers, through various ways by either signing up for products
and services or purchasing it online. Conversion is indeed one of the most
popular tracking features of digital campaigns that give a clear statistics on how
many people out of the online visitors are going to finally buy the
product,leading to actual sales.
Customer Nurturing
There will always be a set of customers who are the late adopter types. They will
visit your web page but not buy immediately. Right after that moment when they
leave, they need to be nurtured till the point they end up buying the product.
Many technologies such as marketing automation and retargeting help in
customer nurturing, by the way, helping to target customers on the basis of their
past online behavior.
Customer Loyalty, Cross-Sell, and Upsell
This goal urges you to continue with 'nurturing'. It says the nurturing of a buyer
shouldn't end when he becomes a customer. Rather nurturing should be
continued to oil the brand-customer relationship
The same technologies can again help, this time, to result in a repeat purchase.
More repeat purchases will build customer loyalty over time.
Branding
Your brand, like any other brand, stands for its uniqueness in features, attributes,
differentiators, distinctive look and feel. This unique identity and its awareness
can be generated in a vast audience that's there on the web. Big conglomerates
are spending anywhere to the tune of one-thirds of their ad budget to digital
spend.

6. 2 Important Attributes to Create a Quality Digital Ad Strategy
Audience Development and Identifying Personas
The audience you are targeting through your advertising has every bit of
influence on your Digital Ad Strategy.
Having more than one set of a target audience for your product creates the need
to evolve Personas. Persona is nothing but a detailed profile of an audience
defining their behavior, attitudes, ambitions and skills.
On can conduct field interviews with customers and prospects, to create
Personas. Various important points can be covered in these interviews;
His basic preferences, likes, dislikes.
His style of research/ source of information about products.
His preferences in terms of kind of online content.
His pain areas.
His preferred form of online content (text, videos etc.).
Various Ad Strategies can be created linking to each Persona. These Personas
should also be verified over time, as to help record their refinement in tastes
and preferences.
The next job is to identify how to reach your audience once identified. A B2B
audience is likely to be on websites and blogs while a B2C audience can be
found on eCommerce sites. A marketer must assess where his moolah is best
allocated, no point putting it in spots that won't give the best results. Also,
timing can be used to capture the specific audience's attention, that is if they are
housewives they can be found surfing in the odd hours of 2-5PM when their
children are asleep.
Being A Star in Digital Ad Strategy Is A Matter Of Your
Digital Ad Team
Creating a quality ad team is a part of creating a good digital ad strategy, and
with a good team, nearly half the battle is won as far as execution of the strategy
is concerned.
Size of the Digital Ad Team
It varies according to the resources of the company. One may even think of
outsourcing the task to an external agency. A small team will force you to focus

7. on top priority tasks more. For instance, in a small team set up, one must look at
(with limited resources,you should focus on fulfilling the following roles);
Staffing Requirements to cater to Online Campaign Management: - involves
dealing with paid search and other forms of digital advertising, along with
copywriting skills.
Staffing Requirements to cater to Creative Services: - involves the creative
side of advertising, designing banners and landing pages, and understanding
of nuances such as what to do with a tracking pixel or code snippet.
With a large Team, you have more time and talent resources at hand and the
power to test and explore options. In the case of a large team one must focus on
getting these fixed;
Data Analysis and Number Crunching: - If someone can be dedicated to a role
such as Data Analyst, then more ROI can be generated by digital marketing
campaigns.
Social Media Advertising: - This is another important staffing requirement and
can be filled in a large team setup, somebody who can focus on Social Media -
launching social ads, understand of trends on Facebook, Twitter, LinkedIn.
Video Production: - To execute digital ads one would need staff to produce
those ads in the first place. Hence the need for a specialist video person who
can create magic with video production, editing, and formatting, goes without
say.
Typically any digital ad team comprises of three kinds of members;
The Hipsters: - The creative guy who puts the design and content in place.
The Hackers: - The techie who works on digital ad technologies, web
development, data, and analytics.
The Hustlers: - The manager who makes sure digital advertising goals are met
on time and in the budget.
Even if one decides to hire an outside expert agency to fill in for an internal ad
department, they should still deploy one internal staff member who knows the
business well and can liaison with the agency and other teams within the
company.
How to Hire a Good Ad Agency to Fulfill Your Digital Ad Strategy
A good agency will not only get your job done skillfully, but it will also bond well
with your team and adhere to similar values that of your company. A robust

8. relationship of client agency will make workflow easily. Significant traits to look
out for in an agency;
Domain Knowledge: - The agency must demonstrate a high level of
knowledge and expertise in both digital and traditional advertising.
Shared Vision: - The agency must be able to convincingly articulate their
understanding of the brand's identity, goals, and messages.
Industry Experience: - If the agency has past work experience in the similar
domain, it can be an added advantage.
Proven Track Record: One can validate claims by the agency during the pitch,
by checking references.
https://www.youtube.com/watch?v=KgwrnjVRHRw
Extra Miles on Digital Ad Strategy
1.How to Set Ad Budget
Your budget should indicate the sum of money you are okay spending each day
or month (based on the manner in which the advertising platform charges you). A
Budget is influenced by following;
Different channels selected for advertising
How each channel is charging and their pricing models. This often results in a
multi-tier budget - with the gross amount of ad budget.
Specific allocations for each ad platform.
2.Advertising and Cross-Channel Marketing Strategy
An ad strategy must work cross channel way, pretty much in sync with the larger
marketing plan and vision. Therefore in perspective, one has to understand
Which of the messages is the consumers hearing from the brand as they navigate
across channels? And, Is that message the marketer wants for that consumer?
Read More on;
Ignoring the New Digital Buyer Will Cost You Time and Sales
Most Popular Digital Ad Technologies in the Industry