Paid Digital Marketing RoadMap and KPIs for
www.YourBusiness.com
Drafted By:
Sourabh Jain
www.verveonlinemarketing.com
Types of Ads to be Running
Placement Type: Social Media
1. Product Based Ads
To target any particular product which is our USP. We can target such products for a
particular geo location area as well
2. Video Ad (Video to be Provided from Client’s End:
Sample Video Links:
https://www.instagram.com/p/CXvL-GUoaRl/
https://www.instagram.com/p/CU67d06I1ZG/
https://www.instagram.com/tv/CUFeo9qIbnE/
3. Carousel Ads
In these ads, we can target different categories of products or different products of the
same category. These products are fetched from our website catalogue once we
integrate our website with Facebook tracking pixels.
Placement Type: Google
1. Google Shopping Ads
These ads are placed on Google searches based on different keywords or we can
integrate our product feeds with Google so that it automatically places ads whenever
any one searches a product or keyword that matches our product description.
2. Google Text Ads
3. Remarketing Ads
These ads appear to that user who came on our site, checked out products but did not
purchase. Based on cookies, whenever the user closes our site and travels to different
websites like news etc. where Google ads appear, that is where our remarketing ads will
appear to him, prompting him to complete what he left on our website. This is a great
way to seek conversions from abandoned carts.
KPIs of Above Marketing Campaign
1. Monthly new customers/prospects
2. Qualified Business Leads through Orders, Video Recordings, Integrated Chat
3. Cost Per Sales (to be decreased with the aging of paid campaigns and growing
conversion rate on website)
4. Monthly website traffic
5. Returning vs. new visitors
6. Pages per visit
7. Traffic from social media
8. Leads and conversions from social media vs Google
9. Conversion rate from Social Media vs Google
10. Net ROI
Factors Affecting Conversion
1. Bounce Rate on Website (to be accessed from Google Analytics)
2. Presence of Errors & Issues on website
3. Poor UX & UI
4. Improper Navigation
5. Site Loading Speed (Specially for Mobile Users)
6. Products being Frequently Out of Stock
7. Poor Reviews Available for Brand on Google due to Bad Customer Experience
served
8. Overall Regular Social Media Activity
9. Pricing of Products vs Presentation of Products
10. Unavailability of Required Content on Product Detail Pages
Note: In order to ascertain most accurate results from marketing campaigns, we will
recommend you a video analytics that you can take from a third party and integrate it in
your website. Once we put this tracker, it will give us a video of each user (mobile &
desktop) who visits your website and goes away. We can watch those videos and find
out the actual experience of customers through real time video. This will give us a
proper analysis of areas we need to work upon in order to increase conversion rate
through our online presence.
What We Need from You to Begin and Manage the Campaign?
- Access of your Google Analytics account
- Access of your Facebook & Instagram company accounts
- Access of your Google Adwords account (if already setup)
- Insights of average profit margin on every sale
- Insights of main products which are your USPs
- Do’s and Don’ts of running the ads
- Details of Products which are to be run in ads for particular locations only
- Integration of recommended third party video analytics
