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• A sort of internet advertisement that includes text, photos, and a URL that directs customers to a website
where they may learn more about or purchase things. There are numerous ad formats to choose from. These
advertisements can be static or animated, with various images, video, or shifting text (also called rich media
ads). Some display ads are aimed to teach about the product, while others are designed to entertain and
engage users through simple games or puzzles. Banner ads are a type of display ad that is commonly utilized
for public awareness initiatives.
Definition
Display Advertising
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• Remarketing is a feature that allows you to
personalize your display ad campaign for people
who have already visited your site and target your
adverts to these visitors as they browse the web and
utilize apps (using dynamic remarketing).
• Adding cookies in your website can help to track the
users’ behavior what they are doing in your site
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Remarketing ads
Types of display ads
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• Remarketing is a subtype of personalized advertising,
according to Google. Consumers are targeted with
personalized advertising based on demographics and
online interests, which you may utilize to create a
personalised audience. Google recognizes four
different types of personalized ads in addition to
remarketing.
1. Affinity targeting: Affinity targeting exposes your
adverts to people who have expressed a lot of interest in
your industry.
2. Custom affinity groups: You can get more specific
about the interests you wish to target by creating custom
affinity groups.
3. Custom intent and in-market ads: who are actively
looking for products or services similar to yours.
4. Similar audience ads: people who share your present
visitors' interests or attributes. Google analyzes the
profiles of people on your remarketing lists with those of
other users to create lists of new but comparable
audiences, then looks for commonalities.
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Personalized ads
Types of display ads
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• Contextually targeted ads is a sort of targeted advertising that displays ads based on the keywords and
content of the web page rather than user behavior.
• The advertising are placed on web pages based on the content among those pages rather than data collected
from the consumer's online behavior, and the whole process is simplified by contextual targeting.
Contextually targeted ads
Types of display ads
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Some advantages of contextual ads
Types of display ads
Contextual
advertising
is exempt
from
privacy
laws
Convenient
and
Economical
Execution
Can
manage
brand
reputation
Advertising
That Is
Privacy-
Concerned
9. Boost Business by Insights and Technology 9
• A placement can be a website or a specific page on a site, a mobile app, video content, or even an individual
ad unit. With placement targeting, you can add placements to ad groups in your Video and Display campaigns.
Placement targeting allows Google Ads advertisers to choose specific sites where they'd like their ads to
appear.
Site-placed ads
Types of display ads
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• Sending commercial emails to a list of contacts who have given their express permission to receive email
messages from you is referred to as email marketing.
• Like a newsletter, you may use email marketing to enlighten your contacts, increase sales, and establish a
community around your business.
Definition of email marketing
Email Marketing
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1. Promotional Emails have a clear call-to-action — or CTA. The CTA represents the specific action you want the
reader to take, whether it’s visiting a page on your website or using a coupon to make a purchase.
2. Informational emails:
• Newsletters share news related to your business. Such as new milestones reached, new product capabilities, or
to feature valuable content like case studies about your product. Sent at regular intervals — weekly, bi-weekly,
monthly — newsletters help maintain consistent touch points with your email subscribers.
• Announcements inform customers of company announcements, new releases of a product, changes to the
service, etc.
3. Re-engagement emails work to reconnect with customers or subscribers who haven’t been active lately.
Types of Email marketing
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1. Subject should be engaged
2. Use plain text emails: too many images displayed in the email. The email service provider will automatically
push your emails to the promotion tab or spam folder
3. Personalized the email:
Some email tools allow you to use short-codes that will be replaced by the recipient’s name once the email is
sent out.
Customize your subject lines.
Segment your list by behaviour.
4. Include Links to Your Social Media Profiles
5. The preview text should be impressed: Before the email subject line is cut off, you have around 60 characters,
and on a smartphone, you have roughly half that. That means you only have 6-8 words to pique the reader's
interest.
6. Test A/B subject lines to get the best open rate subject before sending the email
Tips for email marketing
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7. Do not use the CAPS letter in the Subject lines
8. Adding emojis in the subject
9. Make sure email copy matches the message on your destination landing page.
10. Tracking the data:
Open rate – Tells you if your emails are landing in the inbox and if your subject lines grab the reader’s attention.
Click rate – Tells you if the email content provides enough benefit for the reader to take action.
Unsubscribe rate – If it’s too high, your readers don’t resonate with your message.
Earning per Subscriber – Tells you how profitable your email campaigns are and how much you can spend to
acquire a lead.
Time of day your emails are opened – Tells you the best time to send your email campaigns to maximize your
results.
11. Segment the list so that you can send more personalized email to your customer
Tips for email marketing
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Definition of social media marketing
Social Media Marketing
Social media marketing is a form of digital marketing
that leverages the power of popular social media
networks to achieve your marketing and branding
goals.
To measurable goals and includes:
• Maintaining and optimizing your profiles.
• Posting pictures, videos, stories, and live videos
that represent your brand and attract a relevant
audience.
• Responding to comments, shares, and likes and
monitoring your reputation.
• Following and engaging with followers, customers,
and influencers to build a community around your
brand.
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Rules of posts
Social Media Marketing
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Social Media Marketing
19
Number of monthly
active users
Largest age
group
Gender Time spent
per day
Facebook 2.91 billion 25-34 (31.5%) 43% female, 57%
male
33 minutes Following last year’s social media demographic
data, younger consumers continue to flock to
TikTok and Snapchat versus Facebook and
Instagram.
Instagram 2 billion 25-34 (31.2%),
with 18-24
close behind at
31%
48.4% female,
51.8% male
29 minutes Instagram maintains a firm hold on Gen Z and
Millennials — these groups make up roughly two-
thirds of their total users.
TikTok 1 billion 10-19 (25%) 61% female, 39%
male
89 minutes
per day
Fact: nearly 40% of Gen Z say they’re directly
influenced by products they see on TikTok and
brands should take notice.
Twitter 211 million (daily) 18-29 (42%) 38.4% female,
61.6% male
31 minutes One-third of Twitter users are college-educated and
make more than $75K annually, highlighting the
platform’s highly-educated and high-earning base.
LinkedIn 810 million
63% of LinkedIn users
access the network
weekly, and 22% daily
25-34 (58.4%) 48% female, 52%
male
The platform’s demographic of high-earning B2B
professionals makes LinkedIn a potential goldmine
for ads.
YouTube 2+ billion 15-35 (highest
reach)
46% female,
54% male
~30
minutes
YouTube’s ad revenue increased 43% YoY. the
majority of users claim to use YouTube for
entertainment rather than to find brands and
products.
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1. Build a base audience of friends and family on Facebook
2. Offer promotions and Facebook contests or giveaway: Promotional offers and Facebook contests include:
Offering customer discounts for “shares” and “likes.”
Holding a name drawing for products or services from your business–keep a record of new followers and pick a winner.
Host an event (and create the event on Facebook) that your fans would want to share and bring friends to
3. Provide interesting and helpful content on Facebook
Relevant content to share on Facebook includes:
Timely tips and tricks: Decorating ideas or pictures for upcoming holidays, seasonal industry information.
News and events: Provide information about upcoming industry events or business events.
Interviews: Interview a customer or an important person in your niche and post a video.
Behind the scenes: Show behind the scenes videos or pictures of your business or events.
4. Share promotional updates
Share updates on your most popular products.
Promote new products, seasonal specials, and offers and deals you’re running.
Post about extended or adjusted store hours.
Let customers know when a product is back in stock.
How to promote Facebook Page
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5. Share customer feedback
6. Interact with other businesses and influencers
7. Engage with your audience directly
Reply to any comment on your page: This is a simple way to interact with fans and let them (plus anyone visiting
your page) know that you’re actively engaging with users on Facebook.
Write about employees to give a behind-the-scenes: Ask employees to tag themselves in your picture and
encourage them to share the post.
Use the Facebook Polls feature: Encourage users to answer a question in your as long as it promotes
engagement.
How to promote Facebook Page
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• Do the research for keywords like SEO and Paid-Per-Click
• Place the keywords in the video tittle
• Include the keyword in your video file
• Optimize YouTube video description: put your most important keywords
in the first couple of sentences of your description – and that your
description should be no longer than 200 words. The most important
keywords should be at the beginning of your description.
• Use video hashtags to drive YouTube search results
• Customize your thumbnail image: Create something that grabs
people’s attention and stands out from the crowd so that
your video gets noticed.
• Add subtitles and closed captions
Tips to be in top search
Youtube
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1. LinkedIn sponsored content: look and feel native to the LinkedIn platform. These are the ads that appear to
be “boosted” posts from a company’s own feed.
2. LinkedIn text ads: are the closest to Google or Bing search ads that you can get on the platform.
3. LinkedIn Sponsored InMail
4. LinkedIn programmatic display ads
5. LinkedIn dynamic ads: Dynamic ads are personalized ads tailored to each member based on their own
LinkedIn profile data, such as profile photo, company name, or job title. Note: Each member sees their
personalized information; member profile information is not displayed to other members.
Types of LinkedIn ads
LinkedIn
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Programmatic Buying
With programmatic buying, you can purchase LinkedIn
Display Ad inventory through open or private real-time
bidding (RTB) auctions using your preferred buying
platform.
• Advertise at scale: Scale your display programs on
LinkedIn with auction-based pricing and real-time
purchasing across open and private LinkedIn auctions.
• Engage customers based on professional identity and
intent: Precisely target high-value customers, website
visitors, or LinkedIn audiences using your data or
LinkedIn programmatic audience segments.
• Achieve performance objectives: Measure and optimize
your LinkedIn display advertising campaigns in real-
time using the same programmatic tools that you use
to manage your spend across the web
Managed Buying
With managed buying, you can reserve your preferred
audience at a set price.
• Drive brand awareness with guaranteed reach: Deliver
your message to your target audience through
guaranteed impressions.
• Target professionally, with precision: Identify audiences
using LinkedIn’s exclusive professional targeting facets
based on relevant member profile data.
• Manage your budget and accurately estimate your ad
spend: Lock in your rate with fixed CPM pricing.
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LinkedIn Display Ads
LinkedIn
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Open vs. Private auction
LinkedIn
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• LinkedIn advertising costs:
$10 daily budget per campaign
$10 total budget per campaign (an optional feature for Sponsored Content)
$2 bid for CPC or CPM on Text Ad campaigns
LinkedIn advertising costs
LinkedIn
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LinkedIn advertising costs
LinkedIn
29. Boost Business by Insights and Technology
Social Media Ads costs
29
Social Media
Platform
Minimum Ad Budget
Facebook
$1 per day for impressions
$5 per day for clicks, likes, or
views
$40 per day for app installs
or offer claims
Instagram
$1 per day for impressions
$5 per day for clicks, likes, or
views
$40 per day for app installs
or offer claims
YouTube $10 per day
LinkedIn
$2 per click
$10 per day
Twitter No minimum
Pinterest
$2.00 for impressions
$0.10 for clicks
Social
Media
Platform
Average Advertising
Cost (CPC)
Facebook $0.97 per click
Instagram $3.56 per click
YouTube $3.21 per click
LinkedIn $5.26 per click
Twitter $0.38 per click
Pinterest $1.50 per click
Social Media
Platform
Average Advertising Cost
(CPM)
Facebook $7.19 per 1000 impressions
Instagram $7.91 per 1000 impressions
YouTube $9.68 per 1000 impressions
LinkedIn $6.59 per 1000 impressions
Twitter $6.46 per 1000 impressions
Pinterest $30 per 1000 impressions
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• Impressions are the number of times your content is shown to users.
• Reach is the number of users who see your content, even if they see your content multiple times.
• Audience growth rate is the speed at which your number of followers grows.
• Engagements include the number of likes, comments, and shares on your content.
• Click-through rate is the percentage of times a user sees a link to your content and clicks on it to get your
website.
• Bounce rate is the percentage of users who visit your page and leave without clicking on any other pages.
A high bounce rate indicates that people don’t want to engage with more of your content after they visit your
first page.
• Average time on page is the amount of time each user spends on your page.
• Referrals are the source from which a user came to your website or landing page.
• Cost-per-click is the amount of money it costs you for each click on one of your ads.
• Response rate is the percentage of your audience you are responding to.
• Response time is how long it takes you to respond to your audience.
Social media metrics
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• Influencer marketing is when a company works with an online influencer to promote one of their products or
services.
• Unlike celebrities, influencers can be found anywhere. It might be anyone. Their massive online and social
media followings are what makes them influential. A well-known fashion photographer on Instagram, a well-
read cybersecurity writer who tweets, or a recognized marketing executive on LinkedIn are all examples of
influencers.
Definitions
Influencer Marketing
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• Influencer marketing has grown to $13.8 billion in 2021.
• Businesses are making $5.78 ROI for every $1 spent on influencer marketing.
• There has been a 465% increase in searches for the phrase "influencer marketing" on Google alone since
2016.
• 90% of survey respondents believe influencer marketing to be an effective form of marketing.
• 67% of brands use Instagram for influencer marketing.
• 1360 Influencer marketing focused platforms and agencies entered the market in the last 5 years alone.
Influencer Marketing Statistics
Influencer Marketing
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• Influencer marketing isn't just about finding someone with a following and paying them money or exposure in
exchange for positive publicity.
• Influencer marketing isn't about getting immediate results, either. It's the same slow-and-steady technique
used in Social Media and Content Marketing, where the goal isn't to sell your products directly. Rather, it's
about exhibiting your industry's authority, trustworthiness, and thought leadership.
• Simply looking at the influencer's popularity. Popularity isn't the only criterion for influence. Keep in mind that
your goal is to get your clients to do a specific action. Don't assume that the people who have the most
followers are the niche's influencers.
Influencer Marketing
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Instant Messaging Marketing
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• Instant messaging (IM) is a software application that allows people to communicate in real time using text and
rich information. Instant Messaging is used by businesses to facilitate speedy problem-solving and accelerated
team productivity while also communicating vital information and updates with customers at scale and in real
time.
Definitions
Instant Messaging Marketing
Monthly active users (Jan, 2022) % Zalo users among population (Q4, 2021)
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• The average user sends about 67 messages per day, and spends about 23 hours per week writing them
• Individual text messages are read in less than 5 seconds
• Women send 14% more messages than men
• 80% of entrepreneurs use messaging for business purposes
• 56% of people prefer to write messages than to contact the company by phone
• 2 billion messages are sent monthly through Messenger between companies and individuals
• WhatsApp is a world leader and is used in 104 countries. It is popular in Brazil, Mexico, India, Russia and in many
countries of Europe, Africa, America, and Asia.
• Facebook Messenger is used in 64 countries, notably Australia, Canada, and the United States.
• Viber is also popular, especially in Eastern Europe, in countries such as Belarus, Moldova, and Ukraine. Since April
2016, Viber has been installed on 65% of all Android devices in Ukraine and used on average 16 minutes a day per
user. Viber is also becoming popular in other parts of the world, including countries such as Iraq, Libya, and Sri Lanka.
• Line, WeChat, and Telegram are 3 other messaging applications that are very popular in China, Japan, and Iran.
Studies show that Line is the most popular application in Japan where people use it on average 40 minutes a day.
Statistics
Instant Messaging Marketing
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1. One-to-one communication: Messaging apps are useful for one-on-one communication, such as sharing
personal experiences, responding to client inquiries, and, most crucially, selling.
2. Segmented Reach:
3. Quick Process
4. High Conversion Rate
Advantages
Instant Messaging Marketing
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Thuy Dinh (Mrs.) – Managing Director
Tel: 0933969538
Email: thuydinh@ashavi.com
40
Notas do Editor
1. Contextual advertising is exempt from privacy laws: Ad publishers must collect user data through a variety of channels in order to execute an effective behavioral advertising campaign, including the following:
The operating systems users’ using.
The websites that they go to
What they enjoy and don't enjoy
What buttons and CTAs do they select?
2. Convenient and Economical Execution
Because data collecting is the foundation of behavioral advertising, it necessitates a significant amount of human and financial resources for its implementation.
3. Brand reputation: Với behaviour ads, một vài ads có thể bị đăng trên các trang web với nội dung không phù hợp, một vài kênh mang yếu tố chính trị, vậy nên với cách Contextual advertising thì có thể quản lý được phần đó
4. Privacy-Oriented: Technology-oriented brands such as consumer electronics blogs and cryptocurrency exchanges have target audiences that are privacy-aware and often don’t allow these services to install cookies on their devices which can be used to track their internet activity.
https://www.publift.com/blog/contextual-advertising-everything-you-need-to-know
Cost per thousand (CPM), also called cost per mille, is a marketing term used to denote the price of 1,000 advertisement impressions on one web page. If a website publisher charges $2.00 CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad.
