This document covers:

1. Digital Marketing Transformation

2. TOFU/MOFU/BOFU
3. Understanding Customer Journey
4. POEM
5. SWOT Analysis

1. Digital Marketing Transformation

Digital transformation refers to the integration of digital technology into all areas
of a business, leading to fundamental changes to how the business operates and
delivers value to customers. It is a strategic process that enables organizations to
take advantage of new opportunities created by digital technology.

In India, digital transformation has gained significant momentum in recent years,

driven by the growth of internet and smartphone usage, as well as the
government's push towards a digital economy. The Indian government has
launched several initiatives such as Digital India, Make in India, and Smart Cities
Mission, which aim to transform the country into a digitally empowered society
and knowledge economy.

The Indian private sector has also embraced digital transformation, with many
businesses investing in technology to improve their operations, increase
efficiency, and better serve their customers. Sectors such as banking, retail, and
healthcare have seen significant changes as a result of digital transformation. For
example, the rise of fintech companies has transformed the banking sector,
making financial services more accessible and convenient for consumers.

However, despite these efforts, there are still challenges to digital transformation
in India, such as a lack of digital infrastructure, inadequate cybersecurity
measures, and the need to upskill the workforce to meet the demands of the
digital economy.

According to the study by BCG, advanced advertisers who have already adopted
data-driven marketing strategies are reaping considerable rewards: up to 30%
savings on costs and 20% growth in income. However, according to the same study,
only 2% of advertisers are taking full advantage of the opportunity. 3

To address this shortfall and help businesses get to grips with the fundamentals of
digital transformation, we’ve put together a guide consisting of five fundamental
principles – we call them the 5 As.

Audience: Identifying and engaging the right people

A brand that understands its audience is more likely to capture their attention. The
challenge for marketers though is to organise their data sources so that they’re able
to identify, understand and engage their potential customers. To give yourself the
best chance of doing this, follow these three simple steps:

 Compile your online and offline customer data to get a unified view of your
audience across all channels.
  Centralise and evaluate. Unify your available data in a single tool to segment
customers and understand their intentions, path to purchase, and long-term
value

 Define a targeting strategy. For each of your brands, set your targeting
strategy to reach your audience segments at all points of the shopping journey
(top, middle or bottom of the funnel), and across all relevant media (video,
display, search, offline).

Assets: Offering the best possible customer experience

Identifying your audience is one thing, but once you’ve found them, you still have to
deliver a compelling customer experience. The challenge for brands is therefore to
create equally engaging, effective experiences across all digital touchpoints
(websites, apps, social networks, digital advertising) and in real life (at point of sale,
during events).

 Produce relevant, context-sensitive ads. Using audience insights and channel

knowledge, ensure you pick the right medium and format for your advertising.
For example, the kind of message you convey during a 6-second video ad
should be different to a longer-form video ad or banner.

 Emphasise simplicity, speed and intuitiveness on all your channels and

messages. In other words, remove the friction points in the customer journey,
especially on mobile.

 Enrich the user experience with relevant data. Combine your first-party data
with audience signals (Search, Display and YouTube for the Google network) so
you can understand the intent and behaviour of your audience, and customise
your ads accordingly.

Access: Maximising the reach of your messages

Think reach and inventory! You want to be able to reach your potential customers
wherever they are on the path to purchase. And as long as costs are controlled, you
should be accessing as much of the available inventory as possible.

New tools are available to give you a comprehensive view of your media
investments, allowing you to better manage contact frequency, ensure maximum
transparency between all media buys across channels, and meet brand safety
standards.

Attribution: Measuring the value of each point of contact

Multi-screen and multi-channel shopping is increasingly sophisticated and

fragmented. Customers are likely to have engaged with your marketing on several
devices and channels before they commit to a purchase, rendering last-click models
of attribution unfit for purpose.

Attribution models that account for the dynamics between channels and devices
make it possible to analyse the full path to purchase and assign the right credit to
each lever – making budgeting decisions far more accurate and meaningful.

Automation: Simplifying operations and improving performance

Digital marketing campaigns create huge amounts of data, which can quickly
become overwhelming. But with machine learning technology you can now automate
keywords, bids, creative assets, targeting and large-scale attribution. Automation is
no longer just a way to reduce costs – it provides consistent, useful and personalised
customer experiences at scale, potentially adding significant upside to revenue.

Audience, Assets, Access, Attribution and Automatisation: make the 5 As your new
mantra! By developing an approach around each pillar you can become a digital
transformation champion, delivering enriched customer experiences and improved
business performance.

2. TOFU/MOFU/BOFU:

Tofu, Mofu, and Bofu are acronyms used in digital marketing to describe the different
stages of the customer journey. These stages are used to help marketers better
understand the customer's needs and develop strategies that are most likely to drive
conversions.

1. Tofu (Top of Funnel): This is the first stage of the customer journey where the
customer is introduced to a brand or product for the first time. The focus at
this stage is on creating brand awareness and generating interest in the
product.
2. Mofu (Middle of Funnel): This is the stage where the customer begins to
consider the product as a solution to their needs. The focus at this stage is on
educating the customer about the product, its features and benefits, and
building trust in the brand.
3. Bofu (Bottom of Funnel): This is the final stage where the customer is ready to
make a purchase. The focus at this stage is on driving conversions, such as
making a purchase or signing up for a service

3. Understanding digital customer journey:

This is the path to purchase and retention – from first noticing the product to buying
and using it. The journey combines all the touchpoints (i.e. points of interaction with
your business) a customer has, and collects consumer data, transaction information,
cross-device browsing history, and customer service interactions. There are five
stages in the digital customer journey:
 1. Awareness
2. Consideration
3. Purchase
4. Experience
5. Loyalty

Let’s look at each in more detail, and the touchpoints at each stage:

1. Awareness: this is the point at which a customer notices your product.

Awareness can come from a multitude of channels: social media and word of
mouth from friends, influencers and brand advocates, search engine
suggestions, adverts, marketing emails, blogs, SMS, apps, loyalty programs, and
affiliate marketing.
2. Consideration: A customer likes what they’ve seen, so they start to think about
and research the product. They’ll visit your website, engage with a chatbot, sign
up for free trials, demos, webinars, look at discounts, and check online
reviews and testimonials.
3. Purchase: To buy online, customers will create an account (or log into their
existing one), fill their shopping cart, may be upsold or cross-sold, apply
discounts, choose an electronic payment option, check out, and leave a review
about the purchase.
4. Experience: This is how well the order is fulfilled, and includes: shipping and
delivery, tracking, online help center, support content (FAQs, instructions and
assembly guides), chatbots and assisted chat, guarantees, follow-up emails and
social media interactions.
5. Loyalty: Loyalty programs, personalized rewards, newsletters, and social media
interaction are all well and good. But creating an emotional connection with the
customer, and ensuring they receive the value they expect from the brand is
the new approach to loyalty: is the product good quality? Did the customer
receive good support?

Creating your digital customer journey map

The first thing to understand is that you have no control over a customer’s journey. A
customer will go where they like, on whichever device or platform they choose,
negotiating the touchpoints to achieve their goal of a satisfactory purchase. Your role
is to build an omnichannel framework that anticipates where they are going to go and
supports their goal.

1. Base it on your sales funnel: You will probably have the basis for your digital
customer journey already – your online sales funnel (awareness, interest, decision,
action). Use this as a guideline to define how many touchpoints your customers
have, and how each interaction funnels into the next.
2. Put your customer hat on: Walk through all the stages of your sales funnel as a
customer would, noting the touchpoints. What social media would they interact
with? Does your website have the right information? How easy is your booking
process? How helpful are the after sales people? Is the loyalty scheme
attractive? Would you be happy to recommend your own product?
 3. Customize your touchpoints: You know which social media platform attracts
most customers, how to respond to reviews so your business demonstrates it
cares about customers, how your purchase process works, how good your
aftersales team is, and how you reward loyal customers. These are the
touchpoints that are specific to your company. When you bolt them onto your
customer journey map and collect feedback about each of them, you’ll be able to
see if they are performing as well as you think they are.
4. Create personas: As companies scale, it becomes harder and harder to keep
track of individual customers. This is where personas come in: these are fictitious
customer types based on real customers, using demographic and psychographic
profiles that include age, gender, socioeconomic background, lifestyle, interests,
opinions, likes, dislikes, and attitudes. Each persona travels along their
customer journey in a slightly different way, enabling a company to recognize
the differences and cater to every type of customer.
5. Use customer journey mapping software: Customer journey solutions are now so
sophisticated that they can give real-time visualizations of your customers
moving towards purchase and beyond, capturing their online interactions with
your brand. AI-enabled software will flag any touchpoint where customers are
struggling and highlight any places where they drop out. Not only can you jump
in and fix the problems, you can also measure the impact that improving the
customer experience at those points has on the company’s bottom line. Data
you can collect with digital customer journey mapping

These are just some of the types of data you can collect along your digital customer
journey. When you feed all these into a single platform for analysis, you’ll be able to
see how they relate to each other, and where they have knock-on effects.

 Web-browsing data: Every time someone clicks onto your website, you can track
their activity on the site and see how they are interacting with your brand. You
can also see what devices they are using to access your site.

 Mobile app data: If a customer is using your mobile app, they already have a
degree of loyalty. Mobile apps yield more customer information from profiles,
sign-ins, and location.
 Sales data: You can track a customer’s purchase history and shopping habits
over time. Do they buy immediately, leave items in their shopping cart, or
abandon their cart periodically? Don’t forget sales that didn’t happen – finding
out why not is valuable for understanding what needs to improve.
 Advertising data: Who has clicked through to your site from an advertisement?
This data will give you information about customers who are just starting out on
their journey with you. You can marry advertising data with sales data to test
the effectiveness of your ad campaigns.
 Loyalty data: Your best customers are usually those in your loyalty program. By
analyzing who they are and how they use your brand, you’ll be able to target
people just like them.
 Survey data: Want to know what customers think of your brand? Ask them.
Sending surveys at touchpoints along the customer journey can give you quality
information about what’s working and what’s not.
 Social media listening: Increasingly, customers interact with brands through social
media. Understanding the nature of this interaction can help develop your social,
as well as general marketing strategies.
  Aftersales data: Information from your customer services department can reveal
a wide range of issues: product quality, delivery reliability, areas that need
product support. How customers are treated after they’ve made a purchase is
pivotal to whether they become loyal, or not.

What about B2B digital customer journey mapping?

Whether you’re selling B2C or B2B, the main principles of journey mapping are the
same. After all, although you are trading with companies, you are still selling
to people within those companies – there are just more of them, and your feedback
processes will need to be a little different.

When you map B2B journeys, you need to bear the following in mind:

 More types of people are involved in a B2B journey than a B2C one: Therefore,
you’ll need to create more customer personas. For example, if you’re supplying
an online finance platform, you will have to deal with the CIO, executives,
managers, tech personnel and the call center assistants. All these people are
your customers, segmented by persona.

 B2B customers are more valuable: Building business relationships can take
years of investment, and if you lose a business customer, you might lose a lot of
revenue as a result. You’ll need to prioritize and segment your customer
personas by business value: the CIO has more purchasing power than a single
call center assistant, for example.

 B2B customer feedback is different: Because much B2B is built on personal

interaction and recommendation, business people often know each other. It’s
more acceptable to pick up the phone and talk through a problem than send out
a generic survey. Your feedback techniques will have to be much more
personalized to each of your B2B customers, so that they feel heard, and still
special.
 4. POEM

POEM refers to four key elements of digital marketing, which are:

 1. Paid advertising: This refers to the use of paid media, such as pay-per-click
(PPC) advertising, social media advertising, and display advertising to drive
traffic to a website.
2. Owned media: This refers to the digital assets that a company owns and
controls, such as its website, blog, and social media accounts. Companies can
use owned media to build their brand, engage with customers, and drive traffic
to their website.
3. Earned media: This refers to the free publicity a company gets through word-of-
mouth, social media, and other forms of customer-generated content. Earned
media can be highly valuable as it is seen as more trustworthy and credible
than paid or owned media.
4. Media Optimization: This refers to the process of optimizing your digital assets
(such as your website and landing pages) to increase their visibility and ranking
on search engines, and drive more traffic and conversions.

When planning and executing a digital marketing strategy, it is important to consider

all four elements of POEM and integrate them in a way that aligns with your overall
business goals. Here are some tips for each element:

1. Paid Advertising:
 Define your target audience and understand their behaviors and preferences.
 Choose the most relevant platforms for your target audience, such as Google
Ads, Facebook, or LinkedIn.
 Use relevant keywords and target specific geographic locations.
 Utilize A/B testing to optimize your ads and ensure they are performing well.
 Set clear goals and measure your results regularly to ensure that your ad spend
is producing a positive return on investment (ROI).
2. Owned Media:
 Ensure that your website is user-friendly, visually appealing, and provides value
to your target audience.
 Use search engine optimization (SEO) techniques to improve your website's
visibility in search engine results pages (SERPs).
 Create valuable and engaging content, such as blog posts, videos, and
infographics, to attract and retain visitors.
 Use social media to build relationships with customers, engage with them, and
share your content.
 Monitor and measure the performance of your owned media assets to ensure
they are meeting your business goals.
3. Earned Media:
 Encourage customer reviews and testimonials.
 Respond to customer feedback, both positive and negative, in a timely and
professional manner.
 Leverage influencer marketing by partnering with influential people in your
industry to promote your products or services.
 Offer incentives, such as discounts or free products, to encourage customers to
share your content on their own social media accounts.
4. Media Optimization:
 Conduct keyword research to identify relevant terms and phrases that people
are searching for in relation to your products or services.
 Use these keywords in your website content and meta tags to improve your
website's visibility in search engine results pages (SERPs).
 Utilize tools such as Google Analytics to measure the performance of your
website and identify areas for improvement.
  Regularly update your website with fresh and relevant content to maintain its
visibility and relevance in search engine results.

In conclusion, the POEM framework provides a comprehensive approach to digital

marketing that considers all four key elements of Paid, Owned, Earned, and Media
Optimization. By considering each element and integrating them in a way that aligns
with your business goals, you can maximize the impact of your digital marketing
efforts and achieve a positive return on investment (ROI).

4. SWOT
A SWOT analysis is an essential component of any marketing plan, it helps
businesses to think about their internal capabilities, and the external forces that affect
them. It is a critical development tool for companies that want to leverage
their strengths and improve their weakest skills.
Different companies use SWOT analysis in different ways. Some use it as an overview
of their whole business, whereas others carry out project-specific analyses to help in
the planning stage of a new project, campaign or product launch.
A concise outline for SWOT analysis in digital marketing:

S - Strengths:

 Unique selling proposition

 Strong brand image
 Positive customer reviews
 User-friendly website or mobile app
 Effective SEO and SEM strategies
 Strong social media presence

W - Weaknesses:

 Lack of resources or budget

 Poor website design or user experience
 Limited target audience reach
 Insufficient data and analytics capabilities
 Lack of innovative solutions or strategies
 Poor customer service or support

O - Opportunities:

 Expansion into new markets or geographies

 Utilizing new technologies or platforms
 Collaborating with other companies or influencers
 Developing new product or service offerings
 Capitalizing on industry trends or shifts
 Utilizing customer data and insights to improve strategies

T - Threats:

 Competition from larger or well-established companies

 Changes in consumer behaviour or preferences
  Economic downturns or market instability
 Technological advancements making current strategies obsolete
 Negative press or publicity
 Regulations or legal changes affecting the industry.

Note that this is just a general outline, and the specific strengths, weaknesses,
opportunities, and threats will vary depending on the company and its digital
marketing efforts.
Example for Coffee brand:
1. Types of Campaign in Google Ads:
A. Search Campaigns: Search Campaigns allow businesses to display text ads on
the search engine results pages (SERP) when users search for keywords related
to the products or services that the business offers. These campaigns are highly
targeted and are intended to drive traffic and sales to the advertiser's website.
B. Display Campaigns: Display Campaigns allow businesses to display image and
video ads on websites, videos, and apps across the Google Display Network.
These campaigns are intended to increase brand awareness and reach a large
audience.
C. Video Campaigns: Video Campaigns allow businesses to display video ads on
YouTube and across the Google Display Network. These campaigns are intended
to increase brand awareness, drive engagement, and reach a large audience.
D. Shopping Campaigns: Shopping Campaigns allow businesses to display product
listings on the Google Shopping tab on the SERP. These campaigns are intended
to drive sales for e-commerce businesses by displaying rich product information
to users.
E. Universal App Campaigns: Universal App Campaigns allow businesses to
promote their mobile apps across the Google Display Network, Google Play
Store, YouTube, and Google's search network. These campaigns are intended to
drive app installations and engagement.
F. Discovery Campaigns: Discovery campaigns are a type of Google Ads campaign
that is designed to help businesses reach new customers and increase brand
awareness. These campaigns are optimized for "discovery" and reach, using
machine learning to show ads to users who are likely to be interested in the
products or services offered by the business. Discovery campaigns use a
combination of search, display, and YouTube to reach users across multiple
platforms.
G. Performance Max Campaigns: Performance Max campaigns are a type of Google
Ads campaign that is designed to help businesses drive conversions and
maximize their return on investment (ROI). These campaigns use machine
learning to automatically optimize ad delivery for the best possible
performance, and can include search, display, shopping, and video ad formats.
Performance Max campaigns prioritize conversion optimization over reach,
making them ideal for businesses looking to drive sales and other specific
business outcomes. In summary, Discovery campaigns are focused on reaching
new customers and increasing brand awareness, while Performance Max
campaigns are focused on driving conversions and maximizing ROI. Both types
of campaigns use machine learning and automation to optimize ad delivery, but
the ultimate goals and priorities of each type of campaign are different.
 2. Google Ads Search Campaign – Structure
Link - https://www.youtube.com/watch?v=Ue6pNQV8R0c
Google Ads Search Campaign is a type of advertising campaign that allows businesses
to display their ads on Google's search engine results page (SERP) when users search
for keywords related to the products or services that the business offers. The
structure of a Google Ads Search Campaign consists of several components:

1. Campaign: The highest level of organization within a Google Ads account. Each
campaign is focused on a specific advertising objective and has its own budget,
targeting, and ad settings.
2. Ad Groups: Ad groups are the second level of organization within a campaign.
They contain one or more ads that target specific keywords and phrases related
to the products or services that the business offers.
3. Keywords: The keywords are the terms that users type into the search engine
when they're looking for products or services. Advertisers choose keywords that
are relevant to their products or services and bid on them in order to display
their ads in front of potential customers.
4. Ads: Ads are the actual messages that users see on the SERP. They consist of a
headline, description, and URL, and are designed to encourage users to click
through to the advertiser's website.
5. Bidding and Budget: Bidding is the process of determining the maximum
amount that an advertiser is willing to pay per click for a keyword. The budget
determines the total amount of money that the advertiser is willing to spend on
the campaign per day or per month.
6. Targeting: Targeting is the process of specifying which users the ads should be
shown to based on factors such as location, language, device, and more.

By organizing and managing these components effectively, businesses can create

highly targeted and effective Google Ads Search Campaigns that drive traffic and
sales to their websites.
3. Metrics:
 Impressions: The number of times your ad has been displayed on the search
engine results page (SERP).
 Clicks: The number of times users have clicked on your ad to visit your website.
 Click-Through Rate (CTR): The ratio of clicks to impressions, expressed as a
percentage. CTR is a measure of the effectiveness of your ad in driving clicks.
 Cost per Click (CPC): The average cost you pay for each click on your ad.
 Cost per Impression (CPM): The cost of an ad campaign divided by the number
of impressions. CPM is a measure of the cost efficiency of an ad campaign and is
often used to compare the cost effectiveness of different programmatic ad
campaigns.
 Conversion Rate: The ratio of conversions (sales, sign-ups, etc.) to clicks,
expressed as a percentage.
 Cost per Acquisition (CPA): The average cost you pay for each conversion,
calculated by dividing your total advertising cost by the number of conversions.
 Average Position: The average position of your ad on the search engine results
page.
 Quality Score: A rating that Google assigns to your ad, based on factors such as
relevance, landing page experience, and the historical performance of your ad.
Quality Score is used to determine your ad's eligibility to be displayed and its
relative position on the SERP.
 Return on Ad Spend (ROAS): The return on investment generated by an ad
campaign, expressed as a ratio of revenue to ad spend. ROAS is a measure of
the overall performance of a programmatic ad campaign and helps advertisers
determine whether their ad spend is delivering a positive return.
 Viewability: The percentage of impressions that are viewable by users.
Viewability is a measure of the quality of an ad campaign and is an important
metric for ensuring that an ad campaign is delivering value to both advertisers
and users.
 Views: The number of times a video has been viewed. Views are an important
metric for measuring the reach and visibility of a video campaign.
 View-Through Rate (VTR): The number of views divided by the number of
impressions. VTR is a measure of the effectiveness of a video in generating
engagement and driving conversions.
 Completion Rate: The percentage of viewers who have watched a video to
completion. Completion rate is a measure of the quality and relevance of a
video and can help determine whether a video is effectively engaging viewers.
 Engagement: The level of interaction that viewers have with a video, such as
likes, comments, and shares. Engagement is a measure of the impact and reach
of a video and can help determine the effectiveness of a video in building brand
awareness and generating interest.
 Cost per View (CPV): The cost of a video campaign divided by the number of
views. CPV is a measure of the cost efficiency of a video campaign and is often
used to compare the cost effectiveness of different video campaigns.
 Reach: The number of unique individuals who have seen an ad. Reach is a
measure of the effectiveness of a reach campaign in reaching its target
audience.
 Frequency: The average number of times an ad has been seen by an individual.
Frequency is a measure of the impact and effectiveness of a reach campaign in
building brand awareness and generating interest.
 4. Auction Insight:
Auction Insights in Google Ads Search is a report that provides advertisers with a
detailed view of the competition for specific keywords in the Google Ads auction. The
Auction Insights report provides information on how your ads are performing
compared to your competitors' ads, and can help you identify opportunities to
improve your ad performance.

Here is a list of some of the metrics in the Auction Insights report:

1. Impression Share: The percentage of impressions for a keyword that your ads
received compared to the total number of impressions that were available.
2. Average Position: The average position of your ad on the search engine results
page compared to your competitors' ads.
3. Overlap Rate: The percentage of impressions that your ads and your
competitors' ads received for the same search queries.
4. Top of Page Rate: The percentage of impressions that your ad received in the
top positions on the search engine results page.
5. Outranking Share: The percentage of impressions that your ad received when it
was ranked higher than your competitors' ads for the same keyword.

By using these metrics, you can gain a better understanding of how your ads are
performing in comparison to your competitors and make informed decisions about
how to optimize your campaigns for better results. Additionally, you can use the
information provided in the Auction Insights report to identify opportunities to improve
your ad relevance, targeting, and bidding strategies, which can lead to better ad
performance and a higher return on investment.

6. Search Term Report:

The Search Term Report in Google Ads is a report that provides information on the
actual search terms that triggered your ads to appear on the search engine results
page (SERP). This report can help you understand the types of search queries that are
driving clicks and conversions on your ads, and can provide insights into the keywords
and phrases that users are searching for to find your products or services.

The Search Term Report lists the search terms that triggered your ads, along with
metrics such as impressions, clicks, click-through rate (CTR), and cost per click (CPC).
This information can help you identify the most effective search terms for your
campaigns and refine your targeting and bidding strategies to optimize your ad
performance.

By using the Search Term Report, you can also identify negative search terms, which
are search queries that trigger your ads but are not relevant to your products or
services. You can add these negative search terms to your campaign settings to
prevent your ads from appearing in response to these irrelevant queries and avoid
wasting budget on ineffective clicks.
Overall, the Search Term Report is an important tool for understanding how users are
engaging with your ads and finding your business online, and can help you improve
your campaigns for better results.

7. Segments in Google ads:

Segments in Google Ads allow you to view and analyze your account data in different
ways, so you can gain a better understanding of your ad performance and make
informed decisions about how to optimize your campaigns.

There are several types of segments available in Google Ads, including:

1. Location Segment: This segment allows you to view your data by geographic
location, such as country, region, or city.
2. Device Segment: This segment allows you to view your data by device type,
such as desktop, tablet, or mobile.
3. Network Segment: This segment allows you to view your data by network type,
such as the search network or the display network.
4. Campaign Segment: This segment allows you to view your data by campaign, so
you can see how individual campaigns are performing.
5. Ad Group Segment: This segment allows you to view your data by ad group, so
you can see how individual ad groups are performing.
6. Keyword Segment: This segment allows you to view your data by keyword, so
you can see how individual keywords are performing.

By using these segments, you can get a more detailed view of your account data and
identify trends and patterns in your ad performance. For example, you can use the
Device Segment to see how your campaigns perform on different devices, or use the
Campaign Segment to see how different campaigns are performing across different
geographic locations.

Using segments in Google Ads can help you make more informed decisions about how
to optimize your campaigns for better results and can lead to improved performance
and a higher return on investment.
How Google ads auction works?
The actual position of your ad is determined by your ad rank (Maximum Bid times Quality Score). The
highest ad rank gets the 1st ad position. Your actual CPC will be determined by the ad rank of the next
highest ad below you divided by your Quality Score. The only exception of this rule is when you are the
only bidder or the lowest bid in the Google Ads auction; then you pay your maximum bid per click!
AdWords bidding heavily penalizes advertisers who bid with low quality scores. Conversely, those with high
Quality Scores get higher ad ranks and lower CPC.
Google's auction system is the process by which Google determines which ads to show to users and in
what order. The auction occurs in real-time each time a user conducts a search query that triggers the
display of ads. Here's how the Google auction process works:

1. Advertisers submit their bids: Advertisers specify how much they are willing to pay for a click on
their ad (known as cost-per-click or CPC bid).
2. Ad relevance and expected impact: Google evaluates the relevance and expected impact of each ad
based on factors such as the keywords used, the ad's landing page, and the ad's relevance to the
user's search query.
3. Ad rank calculation: Google uses a combination of the advertiser's bid and the ad's relevance and
expected impact to calculate an ad rank for each ad. This ad rank determines the ad's position in
the ad auction.
 4. Ad display: The ad with the highest ad rank is displayed first, followed by the ad with the second-
highest ad rank, and so on. Google will display up to four ads on its search results page, depending
on the size and layout of the device being used.
5. Cost calculation: The advertiser is charged the CPC bid of the advertiser whose ad is displayed
immediately below their ad. For example, if an advertiser's ad is displayed first, they will be charged
the CPC bid of the advertiser whose ad is displayed second.

The Google auction process is designed to provide the best possible user experience by displaying the most
relevant and high-quality ads to users. By using relevant keywords, a compelling ad copy, and a high-
quality landing page, advertisers can improve their chances of winning the ad auction and achieving their
business goals.

What is Quality Score?

The Quality Score is a diagnostic tool that is used to estimate the overall quality of your ad compared to
other advertisers.
Ads and landing pages that are considered more relevant and useful to the search query get a higher
Quality Score. This helps to ensure that more useful ads are shown at a higher position on the SERP.
Quality Score is measured on a scale of 1-10, and is available for every keyword. It is based on historical
impressions for exact searches of your keyword.

Three factors that determine Quality Score

Quality Score is calculated based on the performance of three main factors:

Expected CTR

The expected CTR is a prediction of the ad clickthrough rate when the ad is shown on Google. Expected
CTR projections are based on user CTR, which helps to decide which ads will perform best when shown for
a search query.

CTR is the number of clicks your ad receives divided by the number of times your ad is shown:
CTR=clicks/impressions.

Landing page experience

The landing page experience measures how relevant and useful your website landing page is to the person
who clicked on the ad.

Ad Relevance

Ad relevance measures how well your ad matches the user’s search intent. It ensures that only the most
useful ads are shown for every search query, and prevents ads that are unrelated to the product or service
from being shown for a search query.

Each of the three Quality Score factors is given a rating of “Above Average”, “Average” or “Below Average”.

In addition to the three factors above, Google considers additional factors during the real-time auction
such as the type of device used, location of the user, time of day, impact of ad extensions, and mo re.

Why is ad relevance so important in Google ads & SEO?

Ad relevance is important in both Google Ads and SEO because it directly impacts the user experience.
When ads and search results are relevant to a user's query, they are more likely to engage with the content
and find what they are looking for. On the other hand, irrelevant ads and search results can be frustrating
for users and may lead them to abandon their search or ignore the ad altogether.

1. Improved Ad Rank: The relevance of an ad to a user's search query is one of the factors that
Google uses to determine an ad's ad rank. The higher an ad's ad rank, the more likely it is to be
displayed to users and in a higher position.
2. Increased CTR: Relevant ads are more likely to be clicked on by users, leading to a higher click-
through rate (CTR). This can result in more traffic to an advertiser's website and higher
conversions.
3. Lower Cost-Per-Click: Ads with high CTRs are more likely to result in a lower cost-per-click, as
advertisers only pay when their ad is clicked on.
4. Improved User Experience: When search results are relevant to a user's query, they are more
likely to find what they are looking for and have a positive experience with the search engine.
This can increase user satisfaction and reduce the likelihood of users switching to a different
search engine.
5. Better Rankings: Search engines use relevance as a factor to determine the rankings of search
results. By creating relevant content, a website is more likely to rank higher in search results,
leading to increased visibility and traffic.

In conclusion, ad relevance is critical in both Google Ads and SEO because it directly impacts the user
experience and can result in improved ad rank, increased CTR, lower cost-per-click, better rankings, and
increased traffic and conversions.

Meta Ads: Powering Up Your Brand on Facebook & Instagram (with More
Campaign Types)

Meta, the company behind Facebook and Instagram, offers a robust advertising platform for
businesses of all sizes. Here's a breakdown of how it works, including a wider range of campaign
types you can leverage to achieve specific marketing objectives:

The Meta Platform:

 Meta owns two massive social media platforms – Facebook and Instagram – with billions of active
users worldwide.
 This enormous user base allows businesses to reach a highly targeted audience based on
demographics, interests, and online behavior.
Meta Ads Campaign Types:

Meta Ads offer a variety of campaign types to match your specific marketing goals. Here are some
key categories and examples:

Brand Awareness:
 Reach: Maximize the number of people who see your ad to increase brand recognition.
  Brand Awareness: Optimize for ad recall and brand association with your target audience.
Consideration:
 Video Views: Encourage viewers to watch your video ads to learn more about your product or
service.
 Traffic: Drive website traffic to specific landing pages or product pages.
 Lead Generation: Capture leads by offering valuable content (e.g., ebooks, white papers) in
exchange for contact information.
Conversion:
 Conversions: Drive specific actions on your website, such as purchases, app downloads, or
signups.
 Dynamic Product Ads: Showcase your product catalog to users who have previously shown
interest in your brand or similar products.
 Store Visits: Encourage users to visit your physical store location.
Engagement:
 Post Engagement: Increase engagement on your organic Facebook or Instagram posts (likes,
comments, shares).
 Event Responses: Generate interest and registrations for your upcoming online or offline events.
 App Installs: Drive app downloads for your mobile app.
Advanced Targeting and Optimization:

Meta's platform allows you to go beyond basic demographics and target users based on detailed
interests, behaviors, and purchase history. You can also optimize your campaigns based on
performance data, such as cost-per-click (CPC) or cost-per-acquisition (CPA), to maximize your
return on investment (ROI).

Benefits of Advertising on Meta:

 Highly targeted advertising: Reach the exact audience most likely to be interested in your product
or service.
 Multiple ad formats: Choose from engaging formats like images, videos, carousel ads, and stories
to capture user attention.
 Measurable results: Track the performance of your campaigns in detail to see what's working and
optimize for better results.
 Brand building and engagement: Foster brand awareness and connect with potential customers
on a more personal level.
By choosing the right campaign type, crafting compelling visuals and CTAs, and
strategically targeting your ideal customers, you can unlock the full potential of Meta Ads
and achieve your marketing goals. Utilize the platform's powerful targeting options and
optimization tools to ensure your campaigns deliver the best results.

YouTube Ads: Reaching Your Audience Across the Video Funnel

YouTube, the world's leading video platform, offers a versatile advertising platform for businesses.
Here's a breakdown of how it works, along with various campaign types to target viewers at
different stages of the marketing funnel:

Campaign Goals and Audience:

 Define your marketing objectives – brand awareness, lead generation, website traffic, or driving
sales.
 Leverage YouTube's targeting options to reach your ideal audience based on demographics,
interests, viewing habits, and even life events.
YouTube Ad Formats:
 In-stream ads: These appear before, during, or after other videos on YouTube.
o Skippable in-stream ads: Viewers can skip after 5 seconds.
o Non-skippable in-stream ads: Viewers must watch the entire ad.
 Video discovery ads: Appear alongside search results and on watch pages, enticing viewers to
click and watch your ad.
 Bumper ads: Short, non-skippable ads (up to 6 seconds) ideal for quick brand messaging.
 Outstream ads (mobile only): Appear within apps and websites partnered with YouTube, not
directly on YouTube itself.
YouTube Campaign Types for the Marketing Funnel:
TOFU (Top of the Funnel): Awareness & Consideration
 Brand Awareness & Reach: Increase brand recognition and reach a broad audience interested in
your niche. Utilize non-skippable in-stream ads or bumper ads for high memorability.
 Video Views: Encourage viewers to watch longer video ads (e.g., product demos, explainer videos)
that showcase your brand story and value proposition.
MOFU (Middle of the Funnel): Engagement & Education
 Traffic: Drive website traffic to specific landing pages with relevant content or product information.
Use in-stream ads or video discovery ads with clear CTAs.
 Engagement: Spark user interaction with your brand through likes, comments, and channel
subscriptions. Utilize engaging video formats and interactive elements (e.g., polls) in your ads.
 Lead Generation: Capture leads by offering valuable content (e.g., gated videos, downloadable
resources) in exchange for contact information. Include lead capture forms within your ad or direct
viewers to a landing page.
BOFU (Bottom of the Funnel): Conversions & Sales
 Shopping Ads: Showcase products from your online store directly within YouTube videos. Target
viewers who are actively researching or considering similar products.
 App Installs: Drive downloads for your mobile app. Utilize in-stream ads that highlight the app's
benefits and user experience.
 TrueView for Action: Optimize your campaigns for specific conversion actions on your website,
such as purchases or signups.
Benefits of Advertising on YouTube:
 Reach a massive audience: Tap into YouTube's vast user base to find potential customers
interested in your product or service.
 Engaging video format: Video ads can be more captivating and memorable than traditional text
ads.
 Targeted advertising: Reach specific demographics and interests based on viewer behavior and
search history.
 Measurable results: Track the performance of your campaigns to see what's working and optimize
for better results.
By choosing the right campaign type, crafting compelling video ads, and strategically
targeting your audience, you can leverage YouTube Ads to achieve your marketing goals
across all stages of the customer journey.

City Estimated Population (2023) Digital Population (Approx. % of Total)

Mumbai 20.5 Million 75% (15.38 Million)
Delhi 19.2 Million 80% (15.36 Million)
Kolkata 14.9 Million 65% (9.68 Million)
Chennai 8.9 Million 70% (6.23 Million)
Bangalore 13.0 Million 85% (11.05 Million)
Hyderabad 10.0 Million 78% (7.8 Million)
Ahmedabad 8.1 Million 72% (5.83 Million)
Pune 3.5 Million 80% (2.8 Million)
This image appears to be a hand-drawn funnel diagram for a media planning or digital marketing strategy. It outlines
different stages of the funnel with corresponding platforms, tactics, and audience segments. Here's a breakdown:

Top of Funnel (Awareness)

- Platforms/Tactics:

- YouTube Masthead Ads (Skip/Non-Skip)

- Meta (Facebook/Instagram) Reach and Frequency (RnF) campaigns

- OTT (Over-the-top media services like Hulu, Netflix, etc.)

- Car Pubs (likely referring to car publications)

- DOOH (Digital Out Of Home advertising)

- Target Audience:

- Small/Medium Businessman (HHI: High Household Income)

- Used Car Buyers (HHI)

- Auto Enthusiasts (HHI)

 - New Car Buyers (HHI)

- Road Trip Enthusiasts (HHI)

- Newly Married (HHI)

Middle of Funnel (Consideration)

- Platforms/Tactics:

- YouTube Bumper Ads (Remarketing)

- Meta (driving web traffic)

- YouTube Live Up Targeting

- YouTube Non-Skip Ads

- Display Ads

- Target Audience:

- People actively searching for cars

- Remarketing based on viewer audiences

- Auto Intent audiences

- CRM Data (e.g., Honda's CRM data)

Bottom of Funnel (Conversion)

- Platforms/Tactics:

- Search Ads (PPC)

- GDN (Google Display Network)

- Meta (Lead Generation)

- Discovery Display Ads

Key Points:

- It includes platform recommendations at each stage of the funnel (YouTube, Meta, GDN, etc.).

- There's a focus on using remarketing and CRM data to capture interest in the middle stages.

- The diagram targets high household income (HHI) individuals, likely due to the nature of the product (e.g., cars).

This structure offers a funnel-based approach, guiding users from broad awareness at the top (YouTube ads, social
media reach) to more focused tactics like search ads and lead generation at the bottom.

Would you like me to further elaborate on how this fits into the broader campaign planning strategy, or help create
a digital version of this diagram?
This image appears to be notes related to a competitive analysis and digital media planning
for "Tata Salt" or a similar brand. Here's a breakdown of the key points from the image:
1. Competitive Analysis:
- Data Sources:
- Google Trends: Used to track the popularity of search terms related to the brand.
- BDI/CDI: Brand Development Index/Category Development Index to measure brand
performance and market potential.
- Current TOM/SPONT Score: Tracking Top-of-Mind (TOM) and Spontaneous awareness
scores.
- Traffic: Monitoring traffic to websites or apps, potentially measured via Monthly Active
Users (MAU) and Daily Active Users (DAU).
- Facebook Ads Library: Used to see competitor's ads and their strategies on social
media.
- Market Share: Analyzing the brand's position in the market compared to competitors.
- SimilarWeb: For analyzing website traffic and competitor insights.
- Seasonal Analysis: Reviewing how seasonality impacts the brand or category
performance.

2. Audience Persona:
- Segments:
- Homemakers
- Mobile users
- Cooking enthusiasts
- Cricket enthusiasts
- Entertainment enthusiasts

This audience profiling helps create targeted campaigns based on the affinities or
interests of each group.

3. Placements/Channels:
- YouTube (Masthead & TrueView Select): Displaying ads prominently on YouTube's main
page.
 - Meta (Facebook & Instagram): Social media ads targeting specific audience personas.
- TV & OTTs: Advertising on traditional television and over-the-top media platforms like
Hotstar, Zee5, etc.
- Google Display Ads & Reservation Buys: Placing ads on websites through Google's
Display Network.
- DOOH (Digital Out of Home): Ads displayed on billboards, digital screens, etc.

4. MMP (Mobile Monitoring Platforms):

The acronym MMP might refer to platforms like Adjust or AppsFlyer that track mobile
user interactions, helping analyze campaign performance on mobile.

5. OTT (Over-the-Top Media):

Platforms mentioned:
- Jio Sponsorship & CTV (Connected TV): Advertising through platforms like JioTV, using
sponsorship and CTV strategies.
- Hotstar & Zee5: OTT platforms targeted for video ad placements.
- Swiggy, Zomato: Platforms potentially used for restaurant tie-ups or in-app advertising.

- DOOH Placements:
- Residential Buildings
- Cabs
- Metro Stations

6. Additional Notes:
- Rich Media/DOOH: Using dynamic creatives for digital out-of-home advertising to adapt
to different audience types and locations.

---
These notes outline a detailed digital media planning process with a strong focus on
competitive analysis, audience segmentation, and multi-channel advertising across digital
platforms, OTTs, and outdoor advertising.

Would you like help translating these insights into a campaign plan or understanding more
specific terms used here?

The term "TOM SPONT" typically refers to "Top of Mind" (TOM) and
"Spontaneous" (SPONT) awareness scores in the context of brand awareness
metrics. These scores are used to measure how easily and quickly a brand comes to mind
when consumers are asked about a particular product category or industry.

1. Top of Mind (TOM) Awareness: This measures the first brand that comes to mind when a
consumer is asked about a product category. For example, if you ask someone to name a
soft drink brand and they immediately say "Coca-Cola," then Coca-Cola has top of mind
awareness for that consumer.

2. Spontaneous (SPONT) Awareness: This measures all the brands that come to mind
without any prompting when a consumer is asked about a product category. It includes the
top of mind brand as well as any other brands the consumer can recall.

How are they calculated?

To calculate TOM and SPONT scores, you would typically conduct a survey asking
respondents to name the first brand that comes to mind when thinking of a particular
product category (for TOM) and then to list any other brands they can recall (for SPONT).
The scores are usually presented as percentages:

- TOM Score: The percentage of respondents who mention your brand first.
- SPONT Score: The percentage of respondents who mention your brand at all (including
those who mentioned it first).

For example, if 100 people are surveyed about their preferred soft drink brand:
- If 30 people say "Coca-Cola" first, the TOM score for Coca-Cola would be 30%.
- If an additional 40 people mention Coca-Cola anywhere in their list, the SPONT score for
Coca-Cola would be 70% (30% + 40%).

These scores are valuable for understanding a brand's position in the consumer's mind
relative to competitors and can help guide marketing and branding strategies.

Yes, there are several other methods and tools that can be used to assess brand
awareness and consumer perception, in addition to traditional surveys for TOM
and SPONT scores. Some of these include:

1. Google Trends: As mentioned earlier, Google Trends can provide insights into the relative
search volume for different brands over time, which can be an indicator of brand awareness
and interest.

2. Social Media Monitoring: Tools like Brandwatch, Hootsuite, and Sprout Social can track
mentions, hashtags, and conversations related to your brand across various social media
platforms. This can help you gauge brand awareness and sentiment.

3. Website Analytics: Tools like Google Analytics can provide data on how users are finding
your website, including the search terms they use, which can indicate awareness and
interest in your brand.

4. Brand Tracking Studies: These are comprehensive studies conducted over time to track
changes in consumer awareness, perceptions, and attitudes towards your brand. They often
include a variety of metrics beyond TOM and SPONT.

5. Net Promoter Score (NPS): This measures the likelihood of customers to recommend
your brand to others. While not a direct measure of awareness, a high NPS can indicate
strong brand loyalty and positive word-of-mouth, which can contribute to increased
awareness.

6. Online Reviews and Ratings: Monitoring reviews and ratings on platforms like Amazon,
Yelp, and TripAdvisor can provide insights into consumer perceptions and awareness of
your brand.
7. Search Engine Rankings: Analyzing your brand's visibility in search engine results pages
(SERPs) for relevant keywords can indicate how easily consumers can find your brand
online.

Each of these methods can provide valuable insights into different aspects of brand
awareness and can be used in conjunction with TOM and SPONT scores to get a more
comprehensive understanding of your brand's position in the market.

Yes, initial research is a crucial part of digital media planning, and Google Trends
is a valuable tool for this purpose. It helps you understand the popularity of
search terms, topics, and trends over time and across different regions . This
information can be used to:

1. Identify Popular Keywords: Understand what your target audience is searching for and
tailor your content and ads accordingly.
2. Seasonal Trends: Identify seasonal trends in your industry to plan your campaigns at the
right time.
3. Geographic Insights: See which regions or countries are most interested in your products
or services.
4. Competitor Analysis: Compare the popularity of your brand or products with
competitors.
5. Content Ideas: Discover trending topics for content creation and social media posts.

Using Google Trends as part of your initial research can help you make informed decisions
and create more effective digital media campaigns.

MAU/DAU Strategies in Media Planning

1. Audience Segmentation:
- Goal: Identify and reach active users through tailored campaigns.
 - Segmentation: Based on user activity levels (DAU/MAU), divide the audience into highly
engaged, moderately engaged, and low-engagement users.
- TOFU, MOFU, BOFU Application: Utilize different types of content (awareness, interest,
decision) to engage audiences based on their activity level.
- Relevance: Tailoring messages and touchpoints to match user interaction, increasing
engagement metrics like MAU/DAU.

2. Campaign Planning:
- In-Market Audiences: Target audiences actively searching or in the market for products
(Google Ads, Facebook).
- Engagement Metrics: Track interactions through click-through rates (CTR), conversions,
and website visits, which can act as indirect indicators of DAU/MAU.
- Tools: Use analytics platforms (Google Analytics, Facebook Insights) to monitor active
user behavior and engagement.
- Relevance: Campaign adjustments and optimizations are done based on active user data
(DAU/MAU), ensuring higher engagement over the campaign lifecycle.

3. Tools for Tracking MAU/DAU:

- Google Analytics: Tracks daily and monthly visitors, providing insights into user activity
patterns.
- Social Media Insights: Platforms like Facebook, Instagram, and YouTube provide
engagement data (likes, shares, CTR), which can indirectly reflect DAU/MAU performance.
- Mobile App Analytics: Tools like Appsflyer or Adjust monitor mobile app user activity for
DAU/MAU, showing app usage patterns that align with campaign performance.

4. Application to Campaign Optimization:

- DAU & MAU Monitoring: Use these metrics to optimize ad spend, creative messaging,
and audience targeting.
- Frequency Capping: Use data on active users to determine optimal ad frequencies,
preventing ad fatigue among DAU/MAU.
- Remarketing: Based on user activity, retarget users who interact daily or monthly to
boost conversion rates.
5. Cross-Channel Engagement:
- Integration of Platforms: Use MAU/DAU data across various platforms like OTT (Hotstar,
Zee5), DOOH, and digital channels to ensure continuous engagement and maximize
campaign reach.
- Relevance: Active users are targeted across multiple touchpoints (web, mobile, social
media) to improve overall campaign effectiveness.

---

By using DAU and MAU as core metrics for tracking audience engagement, you can create a
data-driven media plan that optimizes campaign performance based on active users'
behavior. This can lead to better targeting, efficient ad spend, and higher conversion rates.
I can help you analyze the contents of these handwritten notes that seem to contain a mix of English and Hinglish
(Hindi written in English script). Let's break down what is visible and translate the parts that are in Hinglish to provide
a clearer analysis:

---

Image 1 (file: `file-oqxoMRdiKzIT4tfCdsCKFZge`)

1. MAU, DAU

The focus here seems to be on Monthly Active Users (MAU) and Daily Active Users (DAU). Below it, there's mention
of the Facebook Ad Library, possibly suggesting it could be used to analyze ad spend data across campaigns.

- CPM & CPA are mentioned, indicating a focus on Cost Per Mille (CPM) and Cost Per Acquisition (CPA) as important
advertising metrics.

2. Market Share

- There’s mention of “category x brand” analysis to assess how a brand fares in a specific category.

- "Acha hai to brand trustworthy ban chuka hai" translates to "If it's good, the brand has become trustworthy."

- A/B testing is referenced, possibly indicating the importance of experimenting with different marketing strategies
to compare results.

- "Hype jyada hai to trend hai" translates to "If there is more hype, it is a trend," which may suggest that trending
products/services attract more consumer attention.

- Some notes refer to Tata Namak vs. Mondy brands, likely comparing their market positions.

3. Audience Persona

- Demographic, Psychographic, and Behavioral criteria are suggested to build accurate audience personas.

- Audience size: This is critical when defining how to reach potential customers at scale.

---

Image 2 (file: `file-nK4elgeDywaYZH3OsWHPgEi5`)

1. Audience Persona

The audience personas are further elaborated here with traits like Demographics, Psychographics, and Behavioral
attributes.

- Audience Size: There’s a note about “Audience size” and its importance in funnel stages.

2. Placements/Channels

- Channels like Meta (Facebook) are used for various funnel stages: TOFU (Top of the Funnel) for awareness, MOFU
(Middle of the Funnel) for lead generation, and BOFU (Bottom of the Funnel) for direct conversions.
 - Platforms like GDN (Google Display Network), OTT (Over-the-top streaming), and DOOH (Digital Out Of Home
advertising) are mentioned for TOFU, MOFU, and BOFU stages.

- There's also mention of Meta, OTT, and Cabs, Rich Media, which are relevant to Dynamic Creatives.

---

Image 3 (file: `file-uZyBUC0ZrIcudLSuEV0UEPbX`)

1. Bumper and Masthead Ads

- There’s a reference to using Bumper Ads at TOFU for quick reach and Masthead ads, which are costly but
effective for large campaigns ("Masthead Bohot costly").

- "Kabhi bhi aa sakta hai" ("Can come anytime") suggests flexibility in timing when deploying these ads.

2. Meta Leadgen

- Meta is mentioned for lead generation, specifically the performance of skip/non-skip ads on platforms like Meta.

- "Programmatic" suggests programmatic advertising strategies that allow targeted, automated ad buying.

---

Summary:

The notes seem to be focused on planning for a digital marketing campaign using a variety of platforms such as Meta
(Facebook), OTT, and DOOH, with an emphasis on reaching the right audience at various funnel stages. Key
advertising concepts include MAU/DAU tracking, CPM/CPA metrics, audience persona building, and A/B testing to
improve market share.

It also touches on practical strategies, such as Bumper ads and Masthead ads for awareness, with tools like the
Facebook Ad Library for competitor analysis.
From a month-wise and funnel-wise budget allocation perspective, this media plan reflects
how ad spends are distributed across different stages of the sales funnel and over the
duration of the campaign. The goal is to align media investments with the customer's
journey, optimizing ad exposure for awareness (Top of Funnel or ToFu), consideration
(Middle of Funnel or MoFu), and conversion (Bottom of Funnel or BoFu) stages.

General Concept: Funnel-Wise Budget Allocation in Media Planning

1. Top of Funnel (ToFu):

- Objective: Drive awareness among a broad audience. This stage aims to introduce as
many people as possible to the product or brand.
- Budget Allocation: Typically, the largest share of the budget is spent here because the
goal is to reach a large audience and create brand awareness.
- Channels and Formats: Mass reach channels such as YouTube (Skippable & Non-Skip
Videos, Masthead), Meta (Facebook Display Ads), and OTT platforms (e.g., Jio during IPL
matches) are commonly used here. These formats offer high visibility and broad targeting
options.
2. Middle of Funnel (MoFu):
- Objective: Engage users who have shown interest in the brand and guide them towards
considering your product or service.
- Budget Allocation: Moderate budget allocation focused on remarketing and engagement
activities.
- Channels and Formats: This phase includes Bumper Ads, Meta Web Traffic Ads, and
Display Remarketing ads to re-engage users who may have interacted with the brand but
haven’t yet made a decision. These formats are used to nurture leads by providing
additional information and keeping the brand top of mind.

3. Bottom of Funnel (BoFu):

- Objective: Drive conversions. This stage targets people who are already interested in the
product or are actively searching for it.
- Budget Allocation: Generally smaller than ToFu but highly focused on users likely to
convert.
- Channels and Formats: Search Ads (Google Search, GDN) and Direct Response Display
Ads (e.g., "People who searched for car brands" on YouTube) are used here to target users
who have already expressed strong intent. The goal is to capture these leads and convert
them into paying customers.

---

Interpreting the Image from a Month-wise and Funnel-wise Media Planning Perspective:

1. Month-wise Allocation:
- The duration column indicates that most ad campaigns will run for 1 month, aligning the
media spend with the monthly campaign duration. Only the YouTube Masthead has a
shorter, more intense burst of 5 days, indicating a short, high-impact effort likely designed
for an awareness push at the start of the campaign.
- The overall monthly allocation allows planners to monitor the campaign's effectiveness
and adjust based on KPIs like reach, VTR (View-Through Rate), and clicks.
2. Funnel-wise Budget Allocation:
- ToFu: YouTube Skippable, Non-Skip, and Masthead, as well as Meta Display and OTT ads
(Jio IPL), are geared towards building awareness. These channels and formats aim for high
reach (e.g., Skippable Video targeting 60% of the universe, 85 million people).
- MoFu: YouTube Bumper Ads and Meta Web Traffic ads focus on remarketing to users
who have shown interest. These ads serve to remind potential buyers about the product
and engage them further. For example, YouTube Bumper targets remarketing audiences
with a lower frequency and budget.
- BoFu: The bottom funnel activities include targeting users who have searched for car
brands (e.g., YouTube Non-Skip Ads for people searching for car brands). These ads are
more focused, with a direct call to action, aimed at users in the final decision-making stage.

3. Metrics to Track Performance:

- Impressions, CTR (Click-Through Rate), and Clicks help determine how each stage of the
funnel is performing.
- VTR (View-Through Rate) indicates how much of the video is being watched, crucial for
top-funnel awareness.
- CPM (Cost per Mille) and CPV (Cost per View) show how efficient the campaign is in
terms of cost per impression or view, helping to optimize spending.

---

Budget Focus by Funnel Stage:

- ToFu Channels (High Budget): YouTube Masthead, Skippable Video, Meta Display, OTT Jio.
These channels and formats have the highest target reach and spends, indicating a
significant portion of the budget is being invested in creating awareness.

- MoFu Channels (Moderate Budget): Bumper Ads, Meta Web Traffic Ads. These channels
target a smaller but more engaged audience, with a focus on remarketing. Budget here is
moderate since it's more about engagement than mass reach.

- BoFu Channels (Lower Budget): Search-based and targeted ads (e.g., YouTube Non-Skip
Ads for car brand searchers). This stage is more about precision, so the spends are lower,
but the targeting is more refined, aiming at users close to conversion.
Conclusion:
This media plan illustrates how a budget is allocated based on both the sales funnel and
campaign duration. The bulk of the budget goes to awareness-creating activities (ToFu),
followed by remarketing and engagement (MoFu), and finally, precision targeting for
conversions (BoFu).
An online beauty and wellness website has launched a new product line for Mom and Baby
Care Products. To successfully market this range, it's essential to devise an effective
audience strategy. Here are some detailed strategies to consider:

1) How can the brand leverage their existing audience base for this new product range?
- Email Marketing: Utilize the existing email subscriber list to announce the new Mom and
Baby Care Products range. Send personalized emails highlighting the benefits of the
products and offering special discounts to existing customers.
- Cross-Selling: On the website, display the new product range to customers browsing
related categories, such as beauty products for women or health products.
- Social Media Engagement: Share posts and stories about the new product line on the
brand's social media channels. Use relevant hashtags and visuals that resonate with the
existing audience to generate interest and engagement.

2) What is the difference between targeting an "affinity" audience and targeting an "in-
market" audience in Google Ads?
- Affinity Audience: Targets users with a long-term interest or passion in a particular topic.
For example, targeting "Beauty Enthusiasts" for the existing beauty product range.
- In-Market Audience: Targets users who are actively researching or considering
purchasing a product or service. For example, targeting "In-Market for Baby Care Products"
for the new Mom and Baby Care range.

3) What is the purpose of the "exclusion" audience targeting option in Google Ads?
- Avoiding Wasted Spend: Exclude users unlikely to convert, such as existing customers for
a new customer acquisition campaign, to avoid wasting advertising spend.
- Refining Targeting: Focus on more relevant audiences by excluding those with interests
that don't align with the campaign, such as users interested in competitor brands.
4) What is the difference between a "similar" audience and a "custom" audience?
- Similar Audience: Created by Google based on users who have similar characteristics to
your existing remarketing audiences. Useful for reaching new users with similar behaviors
and interests.
- Custom Audience: Created by the advertiser based on specific criteria, such as users who
visited a particular webpage or engaged with the brand's app. Offers more control and
customization in targeting.

5) How can we reach out to users of similar brands?

- Competitor Targeting: Use Google Ads to target keywords associated with similar brands
to capture users searching for alternatives.
- Social Media Listening: Monitor social media for mentions of similar brands and engage
with users discussing these brands, offering insights or promotions for your new product
range.
- Influencer Partnerships: Collaborate with influencers who have previously promoted
similar brands to introduce your products to their audience.

By employing these detailed strategies, the online beauty and wellness website can
effectively target and engage their audience for the new Mom and Baby Care Products
range, leveraging existing customers and reaching out to new potential users.

SAMPLE MEDIA PLAN

Expanded Comprehensive Media Plan for Honda Sedan Launch

To provide a truly detailed and expanded media plan, we'll break down each
section further with more granular details, considerations for variations, and
examples of implementation. This will help solidify concepts of digital media
planning and execution.

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1. Campaign Objective & Strategy

Objective:
- Awareness: Position Honda's new mid-range sedan as a stylish, affordable, and
feature-rich option in the Indian auto market.
- Engagement: Drive interaction with in-market auto buyers and encourage
them to explore the product.
- Lead Generation: Convert website visitors into leads by capturing test drive
appointments and pre-orders.

1A. KPIs (Key Performance Indicators)

KPIs allow you to measure success across different stages of the campaign.
Centralizing the KPIs will ensure the effectiveness of the campaign is easy to
monitor across the board. For each funnel stage, define metrics as follows:

Top of Funnel (TOFU):

Impressions: Total ad views on YouTube, Meta, OTT.

VTR (View-Through Rate): Percentage of viewers who watched a video ad to
completion.
Awareness Reach: Reach 60% of the auto-related YouTube audience (51
million), achieve 2 million impressions across Meta and OTT platforms.
Middle of Funnel (MOFU):

CTR (Click-Through Rate): Track the percentage of users who clicked on ads
from YouTube retargeting, Meta carousel, and GDN display.
Engagement Metrics: Track traffic to the landing page and time spent on the
page.
Estimated Leads: Engage and capture leads through 10,000 test drive sign-ups
via Meta, GDN, and YouTube retargeting ads.
Bottom of Funnel (BOFU):

Conversion Rate: Test drive bookings made through search ads.

CPA (Cost per Acquisition): Cost per lead generated for test drives.
Lead Generation: Convert 50,000 leads via test drive sign-ups and pre-orders
through Google Search and Meta Lead Generation ads.

Time Frame:
- Total Campaign Duration: 3 months (January 1 - March 31)
- Monthly Milestones:
- Month 1 (January): Focus primarily on Top of Funnel (TOFU) awareness
through mass reach platforms.
- Month 2 (February): Shift to Middle of Funnel (MOFU) to nurture and engage
the audience.
- Month 3 (March): Drive Bottom of Funnel (BOFU) lead generation and
conversions.

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2. Audience Persona and Targeting

Primary Audience:
We break down each audience profile with specific traits to craft tailored
messaging and targeting strategies. Here’s a more granular breakdown of the
personas:

1. Young Professionals (Millennials, 25-35):

- Income: ₹10 lakh+
- Behaviour: Tech-savvy, interested in fuel efficiency, safety features, and
modern car tech (smart dashboards, smartphone integration).
- Digital Behaviour: Frequent YouTube viewers (car reviews, tech content),
active on Meta, search for product comparisons, and regularly check auto blogs
like CarDekho and AutoCar.
- Platforms: YouTube, Instagram, Meta Ads, Google Search.

2. Mid-Career Executives (35-45):

- Income: ₹12 lakh+
- Behaviour: Focused on reliability, brand image, safety, and comfort for family
trips.
 - Digital Behaviour: Consume content on OTT platforms (Hotstar, Zee5), search
for cars during IPL ad breaks, and browse lifestyle and travel blogs.
- Platforms: OTT (Hotstar, Zee5), YouTube non-skippable ads, Google Display
Network (GDN), Google Search.

3. Auto Enthusiasts:
- Age: 25-45, primarily male.
- Behaviour: Passionate about cars, spend time reading reviews and watching
detailed car comparison videos.
- Digital Behaviour: Heavy consumption of YouTube auto content, visiting car
forums, and signing up for newsletters from sites like Top Gear.
- Platforms: YouTube, Meta remarketing, Car Publishers (AutoCar, Top Gear).

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2A. Platform-Specific Strategy
Each platform plays a unique role in reaching specific audience segments and
moving them through the funnel. This section will provide a more granular view
of how each platform is utilized.

YouTube (TOFU & MOFU):

TOFU: Mass reach through skippable and non-skippable ads to drive awareness.
MOFU: Retargeting viewers of TOFU ads with product feature-focused content.
Goal: Drive VTR and retarget interested viewers in the consideration phase.
Meta (TOFU, MOFU & BOFU):

TOFU: Use Reach and Frequency (RNF) campaigns to achieve broad awareness.
MOFU: Engage users with carousel ads showcasing car features and benefits.
BOFU: Lead generation ads to capture user data and book test drives.
OTT Platforms (TOFU):

Targeting: Primarily used during live events like IPL to reach mass audiences.
Goal: Achieve high VTR and mass reach during peak TV consumption times.
Google Display Network (MOFU):

Targeting: Contextual and behavioural targeting of users interested in cars.

Goal: Keep brand top-of-mind and drive traffic to landing pages.
Google Search (BOFU):

Targeting: High-intent keywords related to car purchase queries.

Goal: Capture high-intent traffic and convert them to leads through direct
queries like “buy sedan,” “Honda sedan price.”
3. Detailed Media Channels Strategy

The core of the media plan revolves around targeting each segment based on
where they are in the funnel. Here’s a deeper breakdown:
Top of Funnel (TOFU): Awareness

Channels:
1. YouTube:
- Format: Skippable/Non-skippable video ads, Bumper ads.
- Targeting: Auto enthusiasts, broad interest categories (e.g., tech-savvy
individuals, recent car searchers).
- Ad Duration: 15-30 seconds for skippable/non-skippable, 6-second bumper
ads.
- Objective: Create mass awareness about the new Honda sedan with high-
quality video showcasing sleek design, mileage, safety, and comfort.
- Reach Estimate: Targeting 60% of the auto-related YouTube audience (85M
universe), expected reach of ~51M.
- KPIs: Impressions (2M), VTR (30%), Clicks (45,900).

2. Meta (Facebook/Instagram):
- Format: Reach & Frequency campaigns.
- Targeting: Auto enthusiasts, frequent travellers, HHI (High Household
Income) segment.
- Creative: Carousel ads with high-quality images and “Explore More” CTAs.
- Objective: Drive broad engagement through visual content and storytelling.
- Reach Estimate: RNF (Reach & Frequency) targeting 78M with 70% reach
(~55M).
- KPIs: Impressions (1.1M), Clicks (54,740).

3. OTT (Hotstar, Zee5):

- Format: 10-15 second pre-roll video ads during top IPL matches.
- Targeting: Sports enthusiasts, primarily male audience during live matches.
 - Objective: Build awareness during peak sports consumption moments.
- Reach Estimate: Estimated 50M targeted viewers.
- KPIs: Impressions (2.01M), VTR (80%).

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Middle of Funnel (MOFU): Engagement

Channels:
1. YouTube Retargeting:
- Format: Non-skippable and skippable ads.
- Targeting: Users who engaged with the top-of-funnel content or watched
car-related content.
- Objective: Engage interested viewers with more in-depth content like
testimonials, car features, etc.
- Reach Estimate: 82% reach of 27M (~22M).
- KPIs: Impressions (82.6M), Views (74.3M).

2. Meta (Traffic Ads):

- Format: Traffic campaigns to drive website visits.
- Targeting: In-market auto buyers, engaged users from TOFU phase.
- Creative: Carousel ads showcasing different features and colors, leading to
landing pages with pricing, offers, and CTA to schedule test drives.
- KPIs: CTR (0.40%), Clicks (96,149).

3. Google Display Network (GDN):

- Format: Banner ads across popular news and auto sites.
 - Targeting: Contextual targeting, users who’ve shown interest in cars, recent
searchers.
- Objective: Keep the brand top-of-mind through persistent display
advertising.
- KPIs: Impressions (35M), Clicks (28,000), CTR (0.50%).

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Bottom of Funnel (BOFU): Lead Generation and Conversion

Channels:
1. Google Search Ads:
- Format: Text ads for high-intent searchers (e.g., "buy sedan", "best sedan
2024", "Honda sedan price").
- Targeting: High-intent keywords, competitor brand searches (e.g., Maruti,
Hyundai).
- Objective: Drive users directly to the test drive booking page.
- KPIs: 50,000 leads, CPA (Cost per Acquisition) under ₹500.

2. Meta Lead Generation Ads:

- Format: Lead gen forms within the ad itself for seamless test drive sign-ups.
- Targeting: Remarketing pool, in-market auto audience.
- Objective: Capture details like name, email, phone, and preferred dealership
for test drive.
- KPIs: Lead conversion rate (5%), Cost per lead (₹150).

3. YouTube (Non-Skip Ads):

 - Format: Non-skip video ads focused on final offer messaging (e.g., limited-
time offers, financing options).
- Targeting: Users who previously engaged but did not convert.
- Objective: Push for immediate conversions with a clear and compelling CTA.
- KPIs: Clicks (43,000), CTR (0.50%).

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4. Detailed Budget Allocation and Excel Breakdown

Here's a more granular version of the budget, taking into account the funnel
stages and weighting based on the audience size and platform performance:

Notes:
- CPM (Cost per 1000 Impressions) and CPC (Cost per Click) are optimized
through programmatic bidding.
- Spending adjustments: Real-time budget adjustments based on funnel stage
performance.
- BOFU Push: Major spends shifted towards Google Search and Meta Lead Gen
in Month 3 to drive final conversions.

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5. Creative Strategy

1. YouTube (TOFU):
- Creative Concept: Highlight unique selling points of the sedan (design,
technology, safety) through cinematic storytelling.
- Execution: Use drone footage, slow-motion shots of the interior, and vibrant
color grading to convey luxury at an affordable price.
- Message: "Honda Sedan – Style and Safety, Now Within Reach."

2. Meta (MOFU):
- Creative Concept: Carousel ads showing various features of the car (e.g.,
mileage, comfortable seating, tech integration).
- Execution: Use customer testimonials and product highlights. Dynamic
creatives to test different versions.
- Message: "Find Your Perfect Honda – Test Drive Today."

3. Google Search (BOFU):

- Ad Copy: "Honda Sedan Launch Offer – Limited Time Only. Book a Test Drive
Now!"
- Execution: Leverage urgency-based messaging with price comparison
keywords.
- Message: "Don’t Miss Out on Launch Offers. Drive Home Your New Honda
Sedan!"
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6. Campaign Timeline

- Phase 1 (TOFU): January – Focused on YouTube, Meta RNF, and OTT to build
broad awareness.
- Phase 2 (MOFU): February – Transition to remarketing on YouTube, Meta
Traffic Ads, and GDN Display Ads to capture users showing interest.
- Phase 3 (BOFU): March – Heavy investment in Google Search, Meta Lead Gen,
and conversion-centric messaging to push final conversions.

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7. Reporting and Optimization

- Weekly Reporting: Key platforms tracked with weekly updates on impressions,

VTR, CTR, and lead generation metrics.
- Mid-Campaign Adjustments:
- Shift budgets from underperforming channels.
- Optimize creatives based on engagement metrics.
- Boost spends in high-converting search queries.
- A/B Testing: Experiment with creative messaging (e.g., promo-driven ads vs.
feature-driven ads).

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8. Final Deliverables

- Creative Assets: High-quality videos, banners, and carousels with dynamic

elements for testing different audience segments.
- Landing Page: Optimized for fast load times, mobile-first design, and clear CTAs
for scheduling test drives.
- Tracking: UTM parameters set up for all digital assets to track source, medium,
and campaigns.
- Budget Allocation: Flexibility in media spending based on platform
performance and creative success.

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8A. Performance Review and Iteration
After the campaign ends, a detailed performance review will be conducted,
focusing on:

Comparing KPIs against projections for each funnel stage.

Adjusting the creative and targeting strategies based on which content
performed best in terms of engagement and conversions.
Attribution modelling to understand which platforms contributed most to
conversions and lead generation.
Budget Reallocation: Assessing which channels provided the best return on
investment (ROI) and reallocating the budget for future campaigns based on
platform performance.
This section will ensure post-campaign insights are gathered and applied to
future marketing efforts.
By expanding the media plan to these granular levels, you get a full-spectrum
view of how a media campaign is meticulously crafted from awareness to
conversion stages across different channels, with proper audience
segmentation, creative variations, budget planning, and performance
optimizations.

Here’s a short explanation of the types of ads, formats, and terms mentioned in
the media plan:

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Types of Ads & Formats

1. Skippable Video Ads (YouTube):

- Definition: These are video ads that play before, during, or after a YouTube
video. Viewers can skip the ad after 5 seconds.
- Use Case: Best for raising awareness. The ad only charges after 30 seconds of
viewing or if the user interacts with the ad.
- Ideal for: Top of the funnel (TOFU) awareness campaigns.

2. Non-Skippable Video Ads (YouTube):

- Definition: These are video ads that viewers cannot skip, typically lasting 15-
20 seconds.
 - Use Case: Ideal when you want guaranteed viewership and to convey short,
impactful messages.
- Ideal for: Middle of the funnel (MOFU) engagement or brand recall.

3. Bumper Ads (YouTube):

- Definition: Short, 6-second non-skippable ads that play before the main
video.
- Use Case: Perfect for quick, memorable brand messages.
- Ideal for: TOFU campaigns where reach and quick awareness are priorities.

4. Carousel Ads (Meta/Facebook/Instagram):

- Definition: A format where multiple images or videos are shown in a
carousel, and users can scroll through them.
- Use Case: Allows brands to showcase multiple aspects of a product or service
in one ad, ideal for driving website traffic or product discovery.
- Ideal for: MOFU and BOFU campaigns focused on engagement and driving
conversions.

5. Display Ads (Google Display Network - GDN):

- Definition: Visual banner ads that appear across Google’s Display Network,
including millions of partner websites and apps.
- Use Case: Great for brand recall and retargeting users who have previously
shown interest.
- Ideal for: MOFU and BOFU stages for retargeting and staying top of mind.

6. Pre-Roll Ads (OTT/Streaming Services):

- Definition: Ads that play before the main content begins on OTT platforms
like Hotstar, Zee5, etc.
 - Use Case: Used for building mass awareness during high viewership periods
like sporting events (e.g., IPL).
- Ideal for: TOFU, building mass awareness in premium video content.

7. Text Ads (Google Search):

- Definition: Simple text ads that appear at the top of Google search results for
relevant keywords.
- Use Case: Targets users actively searching for a product or service. Highly
intent-driven.
- Ideal for: BOFU campaigns aimed at conversions and lead generation.

8. Lead Generation Ads (Meta):

- Definition: Ads that allow users to fill out a form without leaving the platform
(e.g., for a test drive sign-up).
- Use Case: Reduces friction in lead generation, perfect for collecting
information like name, email, and phone number.
- Ideal for: BOFU to collect leads directly on the social media platform.

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Other Key Terms

1. VTR (View-Through Rate):

- Definition: The percentage of people who watch a video ad to the end.
- Importance: It’s a key metric to measure how engaging the video content is.

2. CTR (Click-Through Rate):

- Definition: The percentage of users who click on an ad after seeing it.
 - Importance: It’s a critical indicator of ad relevance and effectiveness in
driving traffic.

3. CPM (Cost per Mille):

- Definition: The cost to reach 1,000 impressions (ad views).
- Importance: Useful for measuring the cost efficiency of reach and awareness
campaigns.

4. CPV (Cost per View):

- Definition: The amount advertisers pay per video view.
- Importance: Important for campaigns with video content, ensuring you only
pay when users engage with the video.

5. CPA (Cost per Acquisition):

- Definition: The cost of acquiring a lead or customer.
- Importance: Common for lead generation and conversion-focused
campaigns. Low CPA indicates efficient use of the budget for leads.

6. Remarketing:
- Definition: Targeting users who have already interacted with your brand
(visited your website, watched a video, etc.).
- Importance: Effective for MOFU and BOFU stages to re-engage potential
customers and push them toward conversion.

7. A/B Testing:
- Definition: Testing two versions of an ad or creative to see which performs
better.
 - Importance: Helps optimize ads by understanding which version resonates
more with the audience.

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These explanations can help you understand the role of each ad type and key
metrics used to evaluate performance in a comprehensive media plan.