digital marketing

1. Electronic Commerce and
Digital Marketing
LECTURE 4: Digital
Marketing Campaigns
optimization
Faculty of Computing and Informatics
Wilson Tumuhimbise, PhD
7/12/2023 "The Just shall live by faith" Hab 2:4 1

2. LECTURE 4
By the end of this lecture, students should
be able to
• Demonstrate the optimization of digital
marketing campaigns
• Discuss the necessity for optimizing digital
marketing campaigns
• Highlight modern tools for optimizing digital
marketing campaigns
7/12/2023 "The Just shall live by faith" Hab 2:4 2

3. Introduction
• Online advertising is increasingly becoming a
predominant source of revenue for major retailers in the
global market.
• The goal is to find an optimal strategy for deciding which
ads to purchase in real-time such that a certain key
performance indicator (KPI) is maximized given a
constrained budget.
• Online advertising is a major industry worldwide,
accounting for an estimated $333.25 billion in global
spend in 2019
• Ads are the most commonly used method for driving
customer happiness, conversions, and revenue
7/12/2023 "The Just shall live by faith" Hab 2:4 3

4. Introduction
• The digital ad system operates like an auction model in
which multiple companies bid for the right to show their
content to a given user.
• Therefore, companies must intelligently allocate their
limited money towards the best set of bids that can
maximize future revenue.
• The standard method that companies use in digital
campaigns to validate which advertisements to show and
when is A/B testing.
• A/B testing relies on showing different groups of users
different content, evaluating the resulting behavior, and
statistically analyzing the results
7/12/2023 "The Just shall live by faith" Hab 2:4 4

5. Introduction..
• Online marketing is challenging in terms of focusing and
ensuring that messages capture the attention of the
targeted audience, interest, differentiating the company
from competition
• Given the online space dynamics, digital campaigns need
to be optimized according to the customers’ behavior and
market insights
7/12/2023 "The Just shall live by faith" Hab 2:4 5

6. The necessity of Campaign optimization in
Digital Marketing
• Campaign optimization is the process a marketer takes to
attempt to increase performance in different digital
channels
• Before you optimize any specific marketing campaign,
you must first decide what key performance indicators
(KPIs) you want to improve (Paid Search, Display, Pay
per click). These KPIs will be a major part of your digital
marketing strategy
• A marketer must permanently adapt its campaigns to
remain relevant to the target audience, thus in a dynamic
changing marketing world marketers have to optimize
their marketing campaigns as much as possible
7/12/2023 "The Just shall live by faith" Hab 2:4 6

7. 7/12/2023 "The Just shall live by faith" Hab 2:4 7

8. The necessity of Campaign optimization in
Digital Marketing
• Online platforms use modern tools that allow the view on
customer insights and their behavior in real time (what
customers click on a landing page, what offers/ searches
they were interested in, where they spend most of their
time, what their feedback was)
• Digital strategists can use this info to optimize their online
marketing campaigns accordingly
• Need to emphasize the role of web analytics. Businesses
need to make analysis and see how web analytics are
currently involved in commercial value
7/12/2023 "The Just shall live by faith" Hab 2:4 8

9. AD network
• Through ad network, marketers develop their campaigns
by defining ads, prices, budget impressions (the display
of an ad to a viewer)
• Ad network further decides on how to distribute the ads to
users so that its can maximize the value for a client and
match their criteria
• Given their performance over a certain period of time, the
digital strategist can begin to optimize in terms of budget,
sites to be used, triggering behavior etc
7/12/2023 "The Just shall live by faith" Hab 2:4 9

10. Search Engine Optimization (SEO)
• SEs nowadays capture user experience
• The goal of SEO is to provide basic policy to optimize
websites, in order for the sites to manage to succeed in
higher and better related ratings in the search engines
and have better targeted traffic
• Organic search is key for digital marketing as long as
marketers make sure their sites or landing pages are
optimized for the search engine
• Through SEO, marketers obtain better results by
improving ranking in the SEs. Related to the number of
frequency or views on a page (follow users online
behavior and adapt accordingly)
7/12/2023 "The Just shall live by faith" Hab 2:4 10

11. Paid search
• This involves those sponsored ads which marketers pay
the SE so that their pages will turn up first in user
searches
• Most common used company: Google and it functions on
the pay-per-click model.
• Companies will be charged each time a user clicks their
ad.
• These adds usually appear either on top or the right side
of the usual search results
• Digital marketers have to make sure that they are
tracking on a regular basis the results in order to optimize
the campaigns accordingly.
7/12/2023 "The Just shall live by faith" Hab 2:4 11

12. Paid Facebook ads
• Social media plays a crucial role in a buyer’s journey.
• Large number of people use these channels
• Social media channels offer digital marketers an option of
personalizing and optimizing their campaigns
7/12/2023 "The Just shall live by faith" Hab 2:4 12

13. Tools for Campaign optimization
• Eye tracking technique: meant to gather info regarding
the user cognitive process while surfing on the company
landing page
• Trackers collect user’s interest by monitoring the
movement of the eyes
• The movement of the eyes carry the visual attention
when the eye is exposed to external stimuli processed by
the brain
• This method is used to track online behaviour, the search
interest so that the specialist can find out the emotional
and cognitive processes so that the final campaign is
tailored to the consumer’s needs
7/12/2023 "The Just shall live by faith" Hab 2:4 13

14. Eye tracking technique
• Fixation duration and fixation count are key in this
approach
• Fixation duration: the amount of time needed to gaze at
something (longer reflects interest)
• Fixation count: the number of fixation the eye had on the
page (reflects the level of understanding and processing
certain concepts)
7/12/2023 "The Just shall live by faith" Hab 2:4 14

15. Heat maps
• Heat maps visually show the customers
interest on your page.
• It can bring info regarding the places
where the customer clicked/tapped,
scrolled
• Important tool used to optimize
campaigns in real time
• E.g if a campaign displays a hero-
banner without a link behind, the heat
map shows that the user has clicked on
the hero-banner. It tells you that the
user is expecting to find the link.
7/12/2023 "The Just shall live by faith" Hab 2:4 15

16. Cookies/Programmatic
• Cookies are small parts of text that carry information
between servers and browsers in case the browser will
be accessed in future by the same user
• It remembers the previous actions on the page such as
items in the shopping basket.
• They are used to customize , to easily authenticate but
also track user behavior.
• They raise privacy concerns they should be used when
the users agree
7/12/2023 "The Just shall live by faith" Hab 2:4 16

17. Canvas Fingerprinting
• Hard for users to detect and block it as it is with cookies
• Control is taken away from the user unlike other
approaches
• Using HTML5 canvas particle, it allows websites to track
and identify visitors
• The method is intrusive on users but most companies
use it
• The technique uses browser’s Canvas API (windows
functionality)
• Extracts images without the knowledge of the user
7/12/2023 "The Just shall live by faith" Hab 2:4 17

18. HTTP REFERRER
• HTTP is used by almost everyone.
• When a user visits a certain IT company, for example,
there are being transferred multiples hypertext request to
servers under which the page is coordinated
• Some have responsibility to bring certain images, some
to request info from users and other track users on the
internet to give them a better user journey and to offer
customized advertising and marketing campaigns
• Technique is based on users activity on the internet and
his action to open a web page (the referrer)
• Referrer is the URL of the previous item which led to this
request
7/12/2023 "The Just shall live by faith" Hab 2:4 18

19. Question
•Is there any question?
7/12/2023 "The Just shall live by faith" Hab 2:4 19

20. Guiding questions
1. Explain atleast four modern tools
for optimizing digital marketing
campaigns
2. Discuss any three advantages of
digital campaign ooptimization
7/12/2023 "The Just shall live by faith" Hab 2:4 20

21. Bibliography
• Udeanu, Luana, and Adrea: Optimize digital marketing
Campaigns using Modern Tools. NORD 5 Conference
• Edupuganti, V and Sen, S. Optimizing Online Advertising
Strategies
7/12/2023 "The Just shall live by faith" Hab 2:4 21