The document provides an overview of digital advertising, detailing its various forms, key issues, and strategic planning components. It discusses the importance of targeting, campaign insights, and ad design while highlighting different advertising channels, including social media and search engine marketing. Additionally, it addresses influencer marketing, effective engagement strategies for platforms like Instagram and Facebook, and the metrics used to evaluate advertising performance.

1. DIGITAL
ADVERTISING
Sergio Pinzon

2. PINZON & CO
PINZON & CO

3. DIGITAL ADVERTISEMENT
Digital advertising is a form of paid media whereby a brand pays to
leverage exposure on a digital channel. Digital advertising is
evolving at a rapid rate and increasingly reliant on data mining
techniques to finetune targeting and increase returns on digital ad
spend.

4. DIGITAL ADVERTISEMENT TYPES
Search advertising also referred
to as search engine marketing
(SEM) or Pay per click (PPC)
Display Advertising Social Media Advertising

5. KEY ISSUES OF DIGITAL
ADVERTISING
Over saturation of advertising (information overload)ad-blockers.
Misleading advertisements (error) messages.
Malware. spawn pop-ups, and insert advertisements into non-affiliated web
pages.
Privacy issues.

6. CAMPAIGN
PLANNING
Goal setting and tracking
Campaign insight
Segmentation and targeting
Offer and message development.
Budgeting and selecting the digital
media mix
Integration into overall media
schedule or plan

7. SETTING OBJECTIVES
Customer
acquisition.
Customer
nurturing.
Customer
loyalty.
Branding.

8. TARGET AUDIENCE
ü Men between 18 and 35 who live in Sydney and are browsing on
an iPad between the hours of 5:00pm and 7:00pm.
ü Doctors in Sydney who make over $100,000 a year.
ü Mothers between 25 and 50 with a household income over
$100,000 who are currently in the market for a new car.

9. TYPE OF ADS

10. EFFECTIVE
AD
DESIGN
Technical requirements
Text / image balance
Quality images
Consistency with brand identity
DMC linked to other IMC activities
Suitable design for channel.
Effective landing pages.

11. COOKIES
A small message given to a web
browser by a web server to identify a
user and create customized web
experiences.

12. RETARGETING
It is a form of online advertising that
can help keep your brand in front of
bounced traffic after they leave your
website.

13. DISPLAY SEARCH VIDEO MOBILE

14. DISPLAY
ADVERTISEMENT
Google adwords

15. Display advertisement campaigns
Ad
manager
Bing ads
Media.net
Propeller
ads
Nanigans Baidu

16. DISPLAY BANNER

17. DISPLAY BANNER

18. VIDEO
DISPLAY ADVideo embedded in the display ad with a call to action
usually to watch the video

19. RICH MEDIA ADDS
In-banner video ad.
Pop-up (opens in front of current window). Also known as
superstitials and require the user to close.
Pop-under (underneath) or while the page is loading also known
as interstituals.

20. TEXT LINK ADVERTISING
A hyperlink placed in specific text in a blog post or other owned media content

21. CONTEXTUAL ADVERTISEMENT
Occurs when an ad system scans a Web
page for content and serves an appropriate
ad.
Google’s AdSense

22. MOBILE ADVERTISING

23. Admob by google
Media.net
Search ads (apple)
Unity ads
Inmobi
Text magic

24. MOBILE
ADVERTISEMENT
SMS
QR
Whatssapp

25. GAMIFICATION

26. VIDEO GAMES
world of warcraft, grand theft auto

27. NATIVE ADVERTISING
It is a new term in digital marketing that extends the contextual
advertising term. This type of advertising is designed to look and
feel like the content that exists on the page. Native ads are often
seen on social media and will be discussed in the next topic in more
details

28. INTEGRATED
ADVERTISING
CAMPAIGNS

29. EVALUATING DIGITAL
ADVERTISING
Impressions. number of times the ad is displayed
Reach. number of people who received impressions of an ad (NB this may be less than
impressions because one person may see the ad multiple times)
Clicks. number of times the ad is clicked.
Click through rate (CTR) is a measure of efficiency of an ad. It is the percentage of clicks to
impressions. • Eg., if your ad was seen 100, 000 times (impressions) and 100 users clicked it,
your CTR is 100/100000 = 0.01 or 1% •
Conversions. how many actions or acquisitions /sales that were completed based on an ad.
ROI. return on investment ie., how much your ad campaign generates compared to the cost of
running the campaign.

30. INSTAGRAM

31. WHY INSTAGRAM FOR BUSINESS
Businesses are using the platform
Businesses are spending money on Instagram
Consumer are purchasing through Instagram
Consumer trust brands more because they saw them on Instagram

32. REASON FOR BEING
What do you
love?
What are you
good at?
What does the
world (your
tribe need?
What can you
get paid for?

33. THREE WAYS TO PUBLISH
Feed Stories IGTV

34. EXPLORE TAB
The number of likes you get from
your followers within the first 10 to
20 minutes of posting the image.
Each image is competing against
other images in real time
Likes you receive from your followers

35. CREATE YOUR CONTENT BLUEPRINT
THEMES VISUAL STYLE PUBLISHING METHOD

36. THEMES: PERSONAL HEALTH
QUOTES RECIPES FITNESS ATTITUDE FRIENDSHIP

37. EPHEMERAL CONTENT
Content that last for only a limited time (24 hours)
In 2018 IG announced that stories had over 400 million daily
active users.

38. USING YOUR STORY
Boomerang
Focus
Superzoom
Filters

39. MASTER HIGHLIGHTS AND
HASHTAGS
A hashtags is a communication tool
Craft focused hashtags
Your brand resides in the mind of the consumer

40. HOW INSTAGRAM USES HASHTAGS
Related hashtags
Top views
Recent views

41. HOW YOU USE HASHTAGS
YOU CAN INCLUDE
UP TO 30
CREATE YOUR OWN
HASHTAGS
RESEARCH
POPULAR TRENDS.
NEW PROSPECTS

42. R U N C O N T E S T S A N D F R E E B I E S
S E T T I N G
G E T 6 4 M O R E C O M M E N T S

43. EFFECTIVE CONTEST
Name it to win it Comment contest
Like to win Repost to win

44. FREE DIGITAL
PRODUCTS

45. BUSINESS SETTING
Creating ads Shoppable post
function
Managing branded
content
Call to action
Call you
Text you
Get directions
Email you

46. Shoppable tags
Business profile
Shop catalog on Facebook
Shopify and big commerce users to enable

47. Start working with influencers
The new influencer paradigm is much
simpler than mass media influencer

48. Three reasons marketers like
influencerLess financially risky
Lowers the risk of
celebrity- induced scandal
Lower the barrier to entry

49. FIVE TIERS OF INFLUENCE
•From 10 to 1000 followersNano influencers
•From 1000 to 10000 followersMicro influencers
•From 10000 to 100000 followersMacro influencers
•From 100000to 10000000 followersMega influencers
•More than1000000 followersCelebrity influencer

50. WHAT
CAN
INFLUEN
CERS DO
FOR YOU
Discount codes Affiliate codes
Influencer taker
over
Guest post on
your profile
A social mention Sponsored post
Long-term
ambassador role Giveaway

51. HOW TO FIND INFLUENCERS
Search on IG Hire a researcher
Fiverr
Upwork
Use a market place

52. MARKET PLACES
ü Tomoson
ü Tapinfluence
ü Aspire IQ
ü Neoreach
ü Mavrck
ü Upfluence
ü Izea
ü HYPR brands
ü Julius work
ü True north
social
ü Viral nation
ü Lumanu
ü Popular chips
ü Traackr

53. HOW MUCH TO PAY FOR
INFLUENCER MARKETING
Less than 10000 get $75 a post on Independent UK.
Instagram influencer with 1000000 followers can command
$5000 a post .
A influencer with a reach of 5000000 to a million can charge
between $5000 and $10000 per post.
Between $5 and $10 per 1000 followers.

54. FACEBOOK

55. CLEVER WAYS TO GET MORE FACEBOOK LIKES
Develop a smart Facebook
marketing strategy
•Define your target audience
•Research the competition
•Set goals
1
Craft a great Page
•Use all elements of the about section
•Choose compelling cover and profile
photos
•Pin a top-performing post
2

56. Clever ways to get more Facebook likes
• Choose an easy-to-discover Page name and username.
• Cross-promote your Facebook page on your website, blog and other social
channels.
• Invite existing contacts and employees to like your Facebook page.
• Promote your Facebook Page in real life.

57. CLEVER WAYS TO GET MORE FACEBOOK LIKES
Engage consistently and at the right times
Post consistently
Post at the right time
Be responsive and human.
Post relevant, high-quality content
Include compelling visuals (free stock photo
sites)
Write great headlines
Don’t be too promotional.
Give followers what they want.
Invest in video

58. HOST A FACEBOOK
CONTEST
• We're giving away an exclusive Black
Chrome Batman Pop. To enter:
1)Like this post.
2) Comment below

59. CLEVER WAYS TO GET MORE FACEBOOK LIKES
Engage with other
brands and
communities on
Facebook
8
Run Facebook ads to
expand your reach.
•Boost a post
•Run a campaign.
9
Learn from Facebook
Insights
10

60. WHAT PLATFORMS DO
MARKETERS USE TO
ADVERTISE?

61. SOCIAL MEDIA ADVERTISING

62. GROWTH
If your account remains static,
the brands around you will
overtake and you are at risk of
becoming irrelevant.

63. GAINING
TRACTION
The rise in reach and influence
that a post or account generates
at any given time.

64. REASONS BRANDS DON’T BUILD
TRACTION
Your content isn’t
compelling
enough.
There’s no demand
for your product or
services.
Your audience
need educating
first.
Your message is
not resonating.
There are too
many competitors
in the market.

65. LEVERAGE
THE
ALGORITHM
Relationship
Interest.
Timeliness

66. EVOLVE YOUR ACCOUNT AS
NECESSARY
ü Content.
ü Stories.
ü Bio and links.

67. It is all about trying,
experimenting and doing what
works best for you

68. 5 BENEFITS OF USING AGENCY
HELP
Subject matter
expertise.
Cost saving. Access to
expert tools.
Creative
talent.
Discipline.

69. TYPE OF AGENCY WORK
ACCOUNT
MANAGEMENT.
ADVERTISING. INFLUENCE
MARKETING DEALS.

70. COURTING YOUR INSTAGRAM
FOLLOWERS INTO BUYERS
üAttract
üEngage
üSell
üUpsell
üRetain
üEvaluation

71. FROM FOLLOWER TO
CUSTOMERS FOR LIFE
Offer value in your Instagram bio.
Fill your post with value.
Make your post and ads about your target audience.
Talk to them.
Be willing to be controversial.
Be authentic.
Focus on transformation (sales), not information

72. HOW INSTAGRAM WORKS
FOCUS ON WHAT
SPECIFIC THING
MEN WITH COFFEE

73. THE USE OF HASHTAGS #
Be very specific about
the hashtags you are
using
Increases post
engagement by 12.6
percent.
Popular hashtags don’t
dive engagement.
Keep it between 5 and
10.

74. THE USE OF EMOJIS
To bring attention to your CTA To bring visual attention to your
photo description

75. CONTEST INSPIRATION FROM BIG BRANDS
Pepsi
Pepsi selfie contest
Starbucks
Red cup contest

76. APPS YOU CAN USE TO RUN YOUR
INSTAGRAM CONTEST
Votigo Piqora Wishpond Woobox
Shortstack Binkd Iconosquare

77. EXAMPLE OF IG ADVERTISING
Follower software Shout outs
Shoutcarts

78. TYPES OF AD CAMPAIGNS
SINGLE IMAGE
ADS
VIDEO ADS CAROUSEL/
SLIDESHOW
STORY ADS.

79. SELECT WHERE TO SEND
PEOPLE
PROFILE WEBSITE DIRECT MESSAGES

80. AUDIENCE SELECTION OPTIONS
üLocation
üInterest
üAge and gender

81. ADVANCED STRATEGIES OF
ADVERTISEMENT
Apply small boosts to multiple
posts with a daily budget.
Leverage geographical arbitrage
to gain inexpensive likes.
Test multiple post, iterate
campaigns

82. TYPES OF CALL TO ACTION
Get more
messages.
Get more website
visitors.
Promote your
business locally.
Promote your
page.
Boost a post Get more
bookings.
Get more leads.

83. YOUR LEAD MAGNET
To provide something so valuable that the prospect would pay for it if it wasn’t free.
Free guide
Ebook
Report
Coupon/ certificate
Video series
Mind map
Checklist
Ticket to an event

84. CREATING YOUR LEAD MAGNET
Guide to direct response
social media marketing
113 social media posts plus
bonus images.
60-day trial of my marketing
insiders elite club.

85. FREE VS ONE
DOLLAR OFFER
The dollar offers wins every time

86. A QUICK START LEAD
MAGNET BLUEPRINT
üResearch the top questions asked
about your industry.
üRecord answering those questions.
üTranscribe or write your recording.
üGenerate a report
üDesign a cover

87. RESEARCH.
Quora
Buzzsumo
Google keyword planner tool
Facebook insights
Fancy hands

88. WRITE TO CREATE YOUR TOOL
Upwork Fiverr
Hire
my
mom
Text
broker

89. PUBLISH YOUR RESOURCES
Lead pages
WordPress
Squarespace
Unbounce
Create space