Digital Marketing Strategy Full Course 2026 [FREE] | Digital Marketing Strategy Course | Simplilearn

Hey everyone, welcome to this course on strategies for paid marketing by simpler. Think about the last time you searched for a cafe nearby and clicked on the very first result, the one marked sponsored or scrolled past on Instagram ad that somehow knew exactly what you were looking for. Someone planned that, someone paid for that, and more importantly, someone made sure it was worth every rupee spent. But here's the real question. How do you make sure your ads actually work? How do you know if your landing page is convincing enough, your targeting is precise enough, and your budget is being spent smartly? Now, that's exactly what this course is here to answer. Running paid campaigns is one of the most in demand skills in digital marketing today. If you are working with a brand or as a freelancer, knowing how to plan, set up, optimize campaigns across platforms like Meta and Google is what separate marketers who get results from those who just burn budgets. So, in this session, we will be exploring how businesses and marketers build effective paid campaign strategies from designing pages that convert to targeting the right audience to making sure every decision is backed by data. So whether you are a digital marketing student, a freelancer or a business owner or a marketing professional looking to sharpen your skills, this session will give you a clear and practical understanding of how paid campaigns work in the real world. So in this video we are going to go step by step through some important concepts related to strategies for paid campaigns. First we will look at website and landing page optimization covering competitive analysis, visual hierarchy, trust signals and e-commerce best practices. Then we will explore meta ads and technical setup including the meta pixel audience targeting and ads manager navigation. After that we will move into Google ads and search marketing covering local ads, discovery ads, Mailchimp integration and performance max campaigns. And finally, we will be covering digital marketing, freelancing and budgeting, including ad spent versus freelancer fees, keyword CPC research and optimization periods. So, if you want to become a digital marketer, I highly recommend you checking out this AI powered digital marketing certificate program from SPJ School of Global Management and Simply. This is a 5-month online course that teaches you everything you need to know about modern digital marketing and it's designed specifically for the AI era. we are living in right now. And the best part is you will be learning how to use AI tools like chat GPT, Canva, Seamrush along with 50 other marketing tools that companies are actually using today. This isn't just theory. You'll be getting live interactive classes with real professors from SPG and Global. Work on seven hands-on projects with mentor support and study over 15 real world case studies. So what are you waiting for? Hurry up and enroll now. The course thing is mentioned below. So before we get started, here's a quick quiz question for you. The question is what is the main goal of a paid campaign? Your options are to post random ads online, to make sure ad spending brings result, to increase website loading speed or to remove the need for content. Let me know your answers in the comment section below. So without any further ado, let's get started. So yes, you will I will show you the platform. How does that look after how how does a platform look like? Uh how does a dashboard look like? So we will go through that as well. But because today's our first session, uh we'll first clear all the basics. Okay. So what exactly is paid campaign or paid marketing? Okay. So there are very uh you know how should I say in digital marketing there are many terminologies for this particular part of digital marketing which we call as paid campaign. What I'll do is I'll open my word doc as well along with it. So we can make some quick uh you know short notes. So now paid campaigns guys we call I mean either you can call them paid campaigns you can call them PPC you can also call them performance marketing okay I mean people use different terminologies but basically what exactly is this wherever you see some ads running okay where I mean you see some ads you know when you when you're watching some video on YouTube you see some ads that pop up which you can skip sometime you can't skip uh when you're scrolling on Instagram you'll come across lot of um post again that which you can skip which you can't skip uh like at least you'll have to go through it. So all these ads that you see on different platform whether it's YouTube whether it's Instagram whether it's Google whether it's Amazon all of them are part of performance marketing or paid campaigns. So the person who works under this department are those who run ads on all of this platform. Okay. So I mean see guys you don't have to mug up the terminologies even if you understand what it means and if you if even if you explain things in your own word that is very fine and at least in this industry no one expect you to mug up things okay you should just know the concept and explain it in your own words that would work okay so when I talk about paid campaign or performance marketing or PPC it's nothing but all the ads that you see running okay and you might see everywhere okay on with respect to the online media out there. Okay. Now, this is one of the most how should I say right now if I have to talk um this department is one of the most highest paying department and one of the most growing department. Why is that so? Because this is the only way for a business to quickly grow. Like if any business want to grow quickly uh one of the way they can do it is with the help of performance marketing. Okay. So like we have social media organic where you do some posting on social media it won't grow your business very quickly ideally you have SEO where you try to rank your website uh organically on the search engine even that would take time but performance marketing is that department or paid campaign is that part where you can quickly grow your business you can run some ads the person will see the ads they'll click on it if they're interested they will get converted and hence you would see nowadays lot of openings coming for performance marketing per performance Commerce marketing has been popular before covid as well but postco people understood the importance of online marketing and all right so uh I have like I kind of vouch for this particular department because as I said one of the way people will keep on doing performance marketing is that's the one of the quickest way to grow your business okay uh no nonsense I'm not talking about awareness and all of that yes it will help you with awareness and all as well with but with overall with respect to business whether you want to do awareness whether you want some leads whether you want some sales is this is one of the quickest way to do it. Okay. So, hence brands spend lot of money on it. If you would go to any startup, okay, you would see brand when they talk marketing, it's digital marketing like let's say it's 90 8020 80 digital 20 offline and even in that 80% of digital your 70% is performance marketing 10% they might be doing some social and SEO. Correct? So, that's the importance of performance marketing. uh uh with respect to the department how much does the department pay or as I said this is one of the highest paying department um I have known for the last 7 years if you're working with SEO department if you're working with social media I still think this department pays you really great because as I said uh you are growing their business right so the client are happy to pay those people who are providing this kind of services I know many people who do performance marketing on revenue sharing basis. Revenue sharing basis is like um let's say you guys approach me that ma'am we want to run performance marketing for our business. So I would say yes I'll help you with the service. You don't give me any exact charges. You give me based on how much product I'm able to sell out for you guys. So for each product I might take some revenue share and uh you know there are people who are earning in this way. So I like not necessarily you have to do job guys you can do uh freelancing and when I say freelancing as I said there are many different ways people are doing freelancing the people who are taking fixed service charges there are people who are doing on revenue sharing basis as I said after the time after one time when you get an experience you can do consulting as well okay uh where you get paid on hourly basis on based on what kind of recommendations that you're giving you don't have to ideally execute it but you are just consulting them So uh this is how this particular department looks like. Okay. Now when I okay there are no questions so far. Now when I talk about what all platforms are part of performance marketing, it starts with the first one is search engine. Okay. So you need to know Google ads. Okay. The most popular is Google ads under search engine. Apart from that yes you have Bing ads, you have Yahoo ads etc etc etc. Then you have social media as well. So because social media is divided into two part. This one is paid part of social media. So you have meta ads. Okay meta ads is nothing but running ad on Facebook, Instagram, WhatsApp thread uh and there are I mean you have messenger as well. So that's part of your metads. Okay. Apart from that, you can do LinkedIn ads, you have Snapchat ads, you have uh I mean any social media that you could think of. Okay. Um Twitter, Snap, Pinterest, Tik Tok as well. Though in India, Tik Tok is banned but if you reside outside India, Tik Tok is a very important platform while running ads. So you have Pinterest, Tik Tok, Snapchat, Meta and Etera. Okay. Apart from this you have aggregators. So aggregators as in you have Amazon ads, you have flipkart ads etc. Okay, there's Myntra in India. So you have Myntra ads and ETC. Okay, you have something called as programmatic advertising as well. Now programmatic advertising is sometime people consider that under performance marketing. If you're working with a bigger brand, they have a different department altogether for performance marketing. But it is more for premium brands, okay? To show ads on premium inventories, okay? This is not for a smaller small business. Okay? Uh I'll talk about this in detail later on. But then there are platform for this as well. So right um and again it it keeps on coming guys. You can run ads on um let's say you can do uh nowadays affiliate marketing is also part of performance marketing. So like this would keep on extending. Okay, you can uh show ads on let's say all this um uh UPI apps like your GP all the ads that you see showing up on UPI apps like G pay, credit, PTM etc. Even they are part of performance marketing. Okay. So performance marketing is a very big domain like trust me I've been working in this industry for such a long time even I couldn't cover of uh so tanu growth marketing performance marketing in growth marketing overall digital marketing that you do it's more with respect to generating the uh in with respect to growing business okay so uh you would do performance marketing and growth marketing as well but you'll do SEO you'll do social media as well but more with respect to the ROI perspective okay and again it has some more analytics ical part as well. So let's not divert over there as of for now. So ideally your paid campaign consists of all this platform and there are many more that are there in the market. Okay. Now would you tell me that do I have to learn everything? No. Okay. For you guys for a beginner the most basic one that you guys should know is Google and then meta. Okay. So ideally if you know Google it's very quickly it's very easy for you to learn other search engine. If you know meta it is very easy for you to learn other social media platform. Okay. So ideally I mean I'm been in the in the industry for the while but there's still some platform that I didn't got opportunity to explore like I didn't worked on myra ads yet. Okay. And that's very okay. Uh because again platforms keep on coming. Now by the way you have Apple ads you have Samsung ads as well. So this will keep on coming. Okay. But if your basics are clear you can work on any platform. Okay. Uh programmatic advertising guys ideally no one can teach you practically uh because this are premium platform. You have to work with premium brands. I also learned programmatic advertising when I started working in the international market. So when I started working with Adobe that's where I got an exposure to learn programmatic advertising. Uh so again this this one is growing a lot because uh how should I how should I say if anyone who is planning to who want to create their uh um career in digital marketing I kind of vouch a lot for this particular segment because there's lot of demand but there's less supply of it. Okay. Uh lot of demand but why less supply? because one people are not aware two as I said it's you can't learn it like yes you have YouTube where you might some get some content but practically you can't learn it because to get access to this platform you have to work with premium brands right so how should I say there's a lot of demand of this particular department but I see less supply uh less quality supply again let to be more precise out there right so now you have a clear ure what exactly is paid campaigns now paid campaigns are run on all this kind of platform we'll be majorly focusing on Google and meta as I said because it's not I mean even it's it's not uh if you have to learn all of the platform I don't know how many sessions you would need okay so you should just because you guys are beginner you should just know the basic level platforms um and yeah rest again see digital marketing and especially this particular field is like you have to keep on upsklling every year as I told you when I started every year I have to give my exam of Google Meta and all this platform because this platforms keeps on changing. So what I learned so even I did my digital marketing program very I mean it's been years now but what I learned at that time and what I'm doing right now is not exactly the same. I had to upskill every year because the platforms keeps on changing. If the platform keeps on changing you have to give exams every year. So how should I say every year you might have to give it you might not if you're working with a bigger brand for sure you'll have to give the exams okay I hope it makes sense everyone so you have to constantly keep yourself upskilling in it uh you would just learn the basics from us and then rest it's up to you guys that you have to keep on going you have to keep on upskilling I'll I'll help you out I'll help you guys out with some platform as well where you can go and do some self-arning Okay, so I think we can now get started with the main picture of uh paid campaigns. Okay, let's go back to our PPD. So we will keep on switching between our word dog, between our PPD and then I'll take you to the platform as well. Okay. Okay. So uh guys, let's let's go with the main part. So I think I've already explained you what is paid campaigns. Okay. Um now why people do paid campaign? I have explained this to you in a very simple term. It's all about uh growing your business, doubling the ROI for for the brands that you're working with. Um you know selling out their product as soon as possible uh trying to reaching out to a larger group of audience. You can do remarketing as well in paid campaign which is the best thing. Okay, remarketing. I believe you would have experienced this. So, you know, there are times when you're scrolling on Amazon, okay, let's say, and you added some product to the cart, but you didn't end up buying it. Now, wherever you would go, let's say you're reading an article, you'll see the same products which have been shown to that you added to the cart or let's say you're scrolling on Instagram, it will show you the same product that you just added to the cart, but you didn't purchase. Now um in paid campaign guys uh before I get you through the platforms let's understand this funnel. Okay this funnel is called as conversion funnel. Now conversion funnel is basically how do you convert the user? What are the stages? How do we convert the user? Okay. So let's say let's say it's a skincare brand and now she wants to do d p p p p p p p p p p p p p p p p p p p p paid campaigns for it. So her strategy is ideally decided based on the conversion funnel. So what this conversion funnel indicate is that a busy or a new brand. So ideally you can't push them to push those people to buy your product. You'll have to start with awareness. Awareness is you have to reach out to as many people as possible. Okay. Then once you reach out to as many people as possible out of those people some of them might get have little bit of interest in your brand. Later on they will consider your brand consider as in like let's say have like out of five option one of the option for them to buy the skincare product would be from your brand and lastly they buy your product. Okay. So when we do all when whenever we run paid campaign we follow this strategy how okay so let's say whenever we want to do awareness we do awareness with help of meta and YouTube because it has video content right so people like watching video content video content gives lot of awareness and it is very cheaper but when I want people to buy my product when I want to generate that end ROI what I do I run search ads what are search ads see this so when I search for health insurance. Okay, let's say I want to buy in health insurance. Can you see the sponsored results by ICS Lombard? These are all ads. Okay, this these websites are not ranking organically. They are running ads. So when I want people to purchase directly, I run such kind of search ads. So hence understanding this conversion funnel is very important because as I said there are so many platforms where you can run ad. You have to find out which platforms will set well at which stage of funnel because you have so many platform we bifocate we we try to divide them that okay I'll use meta for awareness but I'll use Google for conversion right even the communication changes right probably at an awareness stage the ad that I would run will educate you on skin care okay but at the ex action stage my advertising com um communication would be more with respect to discountings or offers. Correct? So based on the conversion funnel, your platform changes, your communication changes, the products that you push that also gets changed. So this is more part of strategy. I would say for a beginner, they don't have to look into the strategy part because you you guys are just joining this particular industry. But you should at least know what is a conversion funnel. In simple term, this is upper funnel. This both are middle funnel and this is lower funnel. Okay, upper funnel as I mentioned you are doing more with respect to generating that awareness and interest. Middlefunnel is all about consideration and lastly lower funnel which is action is more about asking them to buy your product. Okay. Um now ideally um there's one strategy okay that we follow. So uh see all of this we don't do theoretically we use as I said because it's all about numbers we use platform like Google Analytic and Adobe analytic where we track where we track the user end to end when I say when we track user end to end you let's say when you visit a homepage of a brand till your ad to cardart or till your payment getway page you do get tracked and based on that we decide okay what kind of ads we need to show to you guys so it's very personalized is all the ads most of the ads that you guys see are very personalized based on what actions you have taken. Okay. Randomly no one would show ads to you guys. Okay. Now um let's start and understand the first platform which is Google ads. Okay. So I won't bore you guys further but before I start with the platform guys we should understand some important metrics. Okay. Important metrics is nothing but how should I say what would you measure okay we have discussed we run ads all of that but the basic the core of paid campaign is metrics basically what are you measuring and what do we call them okay so there are different kind of metrics out there and I would discuss this in an excel sheet where we'll take a hypothetical example okay Guys, uh if you don't understand anything, feel free to stop me there and there itself. So, this is our matrix. Okay, this is uh uh sum of metrics would need a formula. So, I will put the formula as well over here. And yeah, we can get started. And here I'll write the conversion funnel because as I said, the metrics also changes based on the conversion funnel. So let me just note down the metrics over here. Impression, reach, frequency, clicks or link clicks or landing page view, CPC which we also call as cost per click or link click or landing page view. Then we have CTR which we call as click through rate. Then we have engagement. Engagement rate. We have cost per engagement. We have something called as amount spent. So this are important metrics that you guys should know. Okay. Uh there's also something called as wait views cost per view view through rate which we also call as VTR CPV. Then we have something called as convergen result h cost per convergen or cost per sale sorry result and then we have convergent rate or result rate or then we have revenue. We have AOV which we call as average order value guys. I'm just noting it down for you guys first. Return on ad spend. Okay. So now this I'll just write for each conversion funnel which one is considered. This one is for your awareness. The first thing is impression guys. Okay. Now what is impression? Impression is nothing but I'll write an explanation over here. Okay. So number of time the users see the ad. Okay. number of the number of times uh the ad has uh okay so number of time the ad appears in front of the users okay basically right now all these brands have got one impression because I'm seeing their ad ICSL ombad care insurance okay if I scroll down there are some more ads Access echo. Correct. So impression is nothing but number of time a user sees your ad. Okay. Then what is reach? Reach is unique users who saw the ad. So this is nothing but count of unique users who saw the ad. Okay. What's the difference between both guys? Okay. So let's say now I will refresh this page again. Okay, I'm seeing this ad of ICS Lombard second time. Correct? First time I saw when I search for health insurance. Second time when I refresh, I'm seeing ICS Lombard's ad. So now ICS Lombard has got two impression because two time I've seen the ad but the reach is only one because I'm one unique user. Does that make sense guys? Yes. No. So the difference between impression and reach is impression is number of time your ad has been shown to a consumer. Reach is unique users who have seen the ad. So let's say right now here on the call how many people do we have? Wait, let me check. Um I could see there are 20 participants. Okay. Now imagine all 20 all 20 of you guys have seen the ad. My reach would be 20 because it's each one of you. But now let's say some of you might have seen ad multiple times, some of you might have seen once. So that is impression where we got get one more metric which is what we call as frequency. Okay. Frequency is nothing. So now these numbers are very by the way just let's understand one more important thing over here. Okay. Uh reach and impression can be equal. Okay. But okay, but reach can never be more than impression. Okay. So this thing it's very important to know. So your reach and impression number can be equal. Okay. Your I'll write three conditions over here. Your impression can be greater than reach because as I said like my if if the impression is 10 and reach is one that means one person has seen ad 10 times okay but it can't be other it can't be vice versa your reach can never be more than impressions okay so you would never see reach 10 and impression one that's not possible only know when they when you they reach 10 that means at least impression should also be 10. So anytime when you're running ads and you see such kind of data that means there's some wrong um um tracking happening on your website. So usually we see such kind of misalignment when there's some problem with the tracking. Okay. But as I said your reach and impression number can be equal. your impression can be greater than reach as I said because one user can see ad multiple time but it can't be vice versa that your uh reach is higher than impression okay now this number this frequency is nothing but guys so let's say I write some random number over here okay can you tell me like are you able to understand anything over here if I have to if I ask you guys to explain this to me can you explain in this no right like it's it's very difficult for you to do the maths can you do a maths over here and tell me like quickly that one person has seen my ad how many times no right because it's a it's it's a longer number or busy when we are running ads we see number much more longer numbers so it's very difficult for us to do that calculation on the spot that you know one user has seen my ad how many times that's where we use this metric called as frequency okay so with frequency you can calculate each user has seen your ad how many times Okay, I might increase this one more number because so see this as I'm keep adding number I might add let's say zero. Can you see? So it's saying the frequency is 9.77. That means each user has seen my ad at least 10 times. Make sense guys? So your impression divided by reach is nothing but your frequency and for your information guys all the brands who are running ads on social media and other platform they set the frequency they decide you should see ad how many times those again as I as I mentioned randomly no brand would bombard ads to you guys because they are getting charged for it by the platform right so imagine all these brands who run paid campaign they have to give money to the platform where they showing the ads they have to give money to people like me as well who run ads for them. So they're paying money twice. So now obviously they won't just blindly spend their money, right? So they set a frequency. They choose at the back end that a user should see my ad how many times? I hope I'm clear. A decent frequency is two to like you know three to four times a week. This is a decent frequency. Obviously you have to go aggressive. you have some sale coming up which will end in one day one day sale end of season sale whatever black Friday that time you'll go more aggressive and you might say okay in a day I want to show my ad three to four times but for a normal day showing ad two three to four times a week is fine so first I'll cover cover the awareness part now what is views okay views is related to your YouTube okay so this numbers view cost per view through through right is for your YouTube okay where you are watching that video okay so basically number of time the user watch the video it's called as views okay um cost per view is basically how much the brand has to pay for each view okay so again I'll write write some random numbers over here let's say we have got thousand views okay so cost per view is a metric where you can understand how much you have paid for each view. Okay, fun fun not fun fact but one fact for you guys. Um it's very dirt cheap to run a video campaign on YouTube because the cost per view is very less. If I have to tell you the cost per view on YouTube is somewhere around 0 5 pesa to 1 rupee max INR I'm talking about. Okay. or busy even if you run for other market the value would be very low. Now I mean it's easier to count uh to find out cost per view and all. So I'll just write the formula over here. To find out your cost per view, you take your amount spent and divide it by total views. Okay. So let's say I'll write a random number. I'll write 10,000 over here. Let me give a currency sign to this. Okay. Now how do you calculate cost per view? You take your amount spent divided by your views. that is your cost per view. Okay, don't uh don't consider this to be like how should I say these are some hypothetical numbers that I have just added for your calculation part. Okay, these are not real numbers. This is just like for the example I'm just randomly putting some numbers over here. Okay, but that's how we calculate our cost per view. Okay, now guys one more thing. Um cheaper the cost per view, better is your campaign performance. So obviously you will aim to get as much cheaper cost per view as possible right the cheaper the CPV the better like like how should I say as much as your CPV is less le lesser that is better for your campaign right because in that same amount you'll get more views so you should always aim to get a lower CPC instead of saying cheaper let me just say lower then you have something called as view through rate. Now what is view through rate? View through rate is to understand number of time my ad was shown to a consumer. Out of that how many people have viewed that particular ad. Okay. Now imagine I'm just showing again the same numbers to you guys. Let me just take something a very different number. Okay. This one. Now we can see impression count. We can see view count. Imagine you have to explain this to your client that sir we have got um I don't know like um 6 cr 38 lakh 38,222 impression out of that we have got 65,421 views can that person understand anything like whether it's a good number or a bad number right so hence we calculate with the help of this formula of view through rate okay which is how do we calculate it you just have to take your views divided by your impression and you have to do it to 100 because you calculate this in a percentage format. Okay. So we take our views divided by impression and then you don't have to do into 100 you can just use a percentage sign. Now it is coming zero because the decimal value is you have to add the decimal. So my view through rate is around 0.10%. Okay. So higher the VTR better is campaign performance. Okay. Now right now it's very poor. If you see the number 0.10% is like this. So many people have seen the ad but only lesser people have uh you know viewed that particular video. So your your goal always should be to decrease your CPV and to increase your VTR. Now if I put one more number over here, my video would obviously increase. So that's what we have under awareness. Awareness, impression, reach, frequency, views, cost per view, view through rate. Okay, I have just wrote whatever important things you should know. If you want at the end you guys can click a screenshot or I can copy paste the content and put it in the chat as well. Okay, don't worry. And you have the recording so you can go through it again. Now um let's go to consideration. Consideration is nothing but now the person knows your brand. Now they're at the stage of let's say I want to buy a face wash. Okay. So I was let's say I was facing some issue with acne. I was doing a research that what is good for acne treatment so and so. So that's when I was at an awareness stage. Now I have figured out what are the good you know I have shortlisted four to five brands where which are good for acne control. So that's what we call as consideration stage. Now in that consideration stage the user is also considering your brand over there. Okay. Now for consideration stage guys the are the metrics that we look after. I'll just it's better to color code so you guys can understand it in a better way. So what do I mean by click? Okay, click and link. Click like click is even if you click anywhere on the ad is called as click. So right now I'm seeing this ad by NCA Lombard, right? Even if I click on this picture is called as click. If I click here, it is also called as click. Okay. So click doesn't assure you that the person visited your page. Okay. Now what is link click? Link click is you're clicking on link. Okay. Like this is a link, this is a click. Okay. So if you click on any link that is considered as link click. Okay, but again that doesn't assure that you the user visited the page. Why? Because see this I'll just click on it and I'll bounce back again. Right. So does this guarantee that the person visited the page? No. It could be the person mistakenly you know clicked on that ad or your website wasn't working. So click and link click ideally doesn't assure you that yes the person visited the website but landing page view. Yes. What is landing page? We would measure that the person has clicked and now they have landed to the website and at least they have spent like few seconds on the site. Observe one thing that your clicks uh you know your clicks is higher than link clicks obviously which is very obvious and your link clicks are higher than the count of link list is higher than link click landing page view. Okay, which is very obvious. There are many people who will click out of those there only some people who will do link click and out of those very less people who land on your site, right? So this is what we mean by click link click landing page view. I'll just write again some random numbers over here guys. So let's say this is our number. Okay, I'm saying that this many clicks or link click or landing page view we have got. Okay. Now, how do we calculate our cost per link click or cost per click or landing page which very again is the same thing. You take your amount spent divided by your this particular thing that that's where you get your cost per click or link click or landing page view. Okay. So again I'll write the formula over here. So you take your amount spent divided by your clicks or link clicks or One more thing here also lower the cost per click or link click or landing page view. Better is your campaign performance. Ideally you should always aim to decrease this number right the cheaper you get the better it is is what we are trying to say make sense then you have uh again clickthrough rate is like your VTR if I if you show this number to your client we got so many impression we got only this many clicks it's very difficult to understand that good obviously we can see the number is not that great but when you convert into percentage it's easier to understand for that person okay and even when we present we don't show them impression and clicks number we just tell them what is my CTR in percentage format so it's very easy for the other person to understand it okay and again how do you calculate it you take your clicks divided by your impression and do it into 100 that's your CTR okay now again I have to do it over here I'll take my clicks divided by impression change it into percentage increase this decimal count over here. Obviously if I improve this number this will also increase. Make sense? Here also higher the CTR better is the campaign performance. So ideally if I have to summarize guys your CTR and your VTR needs to be higher in percentage whereas your CPC or CPV should be lower in the currency. Now we have engagement engagement rate and cost per engagement. By the way this is only for your social media. Okay? This is not for your search engine because search engine doesn't have engagement kind of thing. Okay? Now we we all engagement is nothing but guys your you know sum of like comment share you know etc etc etc on any of your social media post. Okay so that's what we call as engagement. Number of like comment share any any anything any activity you do on that particular post is called as engagement. Okay. Again engagement rate is the same concept. number of time your post was shown to the consumer and out of that how many people have actually engaged with it like when you're scrolling you see so many post right so now in ad as well when you're scrolling you'll see so many ad that is your impression but what would be an engagement when you like that particular post or when you comment on that particular ad while a post right that is what we call as engagement rate and again the same thing cost per engagement is let's say I have I've got this how this many engagement I have to I find out my cost per engagement. Again, the same thing. You take your amount spent, divide it by your engagement. So, amount spent divided by your engagement. Same goes with your engagement rate. You have to find out out of number of time my ad was shown to the consumer out how many people have actually engaged with it. So see if you would understood this this this all are similar when we when we talk about uh the explanation the only thing that is changing is the action that one user is taking in click you're clicking on that ad on in views you are watching that video in engagement you are doing some activity on that particular ad like you're liking that ad or you're liking or or you're commenting below that ad so but if you see the calculation with respect to c or vtr or engagement rate is same the concept is same. The calculation with respect to CPC or CPV or engage uh cost per engagement is also same. It's just that the action that you're doing is different. Metrics for paid advertising. This doesn't include anything related to organic. For organic the metrics that we check is completely different. We you would be checking um um the online reputation management. There you check lot with respect to how people are reverting. You understand the emotions you do social listening and all of that that is different that is organic. This is only paid where you're paying money to the platform to show your content. Now let's go towards the last part. Now this was all awareness consideration but if I have to talk most of the brand at least for Indian market they the reason they do paid advertising is for this to get that end result okay to get that business like you know they I mean there are many brands who are very frugal and they don't understand awareness and all they they don't care about how many people have seen my content how many people have engaged they would just ask you one thing how did has impacted my business. How did my business grew by doing this? So most of the clients that you guys would meet would only focus on this this particular part because that's where you see business numbers. Okay? That's where you see how this is impacting your business. But very important thing guys, you have to do awareness. You have to do consideration. Why? Because if you only focus on the end result, okay, let's say you won't get audience pools if you only focus on the consumer who already know only know your brand. So for you to increase your audience pool the only way to do it is by doing some lot of branding campaign where you track some awareness and consideration. Okay. So I mean it's very difficult uh for many brands to understand this and they regret later if they don't do it. So there many brands will tell you guys I am not I don't care about what was my reach, what was my impression. You tell me how much business did you got on the table. Yes, you should discuss this and it it is an important part. But if you don't do this, how your audience pool would increase is a question, right? So there are many brand who will just tell you that okay, let's just show my ad to those who already know my brand and keep pushing our other products to them. So let's do some cross-selling and upselling to them. Okay, what is that comes to this particular this makes me um let's discuss this what is cross-selling and upselling because it's very important. Now cross-elling and upselling is like um so I have bought a face wash from Jessica's brand. Okay. Now what what Jessica can do is she can do some cross-selling where she would ask me to buy a moisturizer, buy a toner, buy a under under eye cream. That is cross-selling. You are selling other complimentary product, right? Let's say if you buy an iPhone, the brand will ask you to buy a charger, earbuds, accessories of that phone. That is cross-selling. Upselling is you are selling a more premium version of the existing product. Let's say if you buy an iPhone 16, the brand would ask you or push you to buy iPhone 17 Pro Max or whatever it is. Okay. So there are many brands who will just tell you let's just show ad to those who already know our business because easy to it's very easy for us to convert them and ask them to do let's do some cross-selling and upselling and grow our business, grow our revenue. Yes, that would work. But then how your business would in actual grow? No, it won't grow if you're not increasing your audience pool. And to increase your audience pool, you have to do awareness campaign. You have to do consideration campaign. Now, um so for the brands who do lead generation and who want to do their app installation, they watch out for this metrics. Okay. Uh who by the way, what all brands fall under lead generation. So all the brands who are selling a high um AOV product, AOV is average order value. Okay, if they are selling high AOV product or services, they usually do lead generation because it's difficult for the consumer to I mean I'm not saying that consumers are not buying high OV products online. They are. But when I say high OV, I mean like real estate or like uh automo or your insurance or um education for all these brands, they do lead generation. When when we say real estate brand is doing uh digital marketing, they do lead generation through it, right? Because would you go online and buy a flat guys? No. Right? Like let's say a brand show you an ad that buy a flat online and they ask you to do a 1 cr payment. Would you do that? No. Right? If if a brand if an automo brand is running an ad and they'll say they'll tell you, okay, do the payment right now and buy a car. Would you do that? No. Right? Let's say for an MBA program, it will just tell you, okay, go to the site, buy a co buy a two two years program. Would you do that? No. So all these brands, they do lead generation with with the help of paid advertising. When I say lead generation, they'll take you to the website. They'll ask you to if you're interested, you have to share your details with them. And obviously they'll have the sales rep who will call you, who will talk to you for a for every for a very long period who will take lot of follow-up and then if you're interested you'll get converted. So all these brands like industry like real estate, BFSI, healthcare, automo, B2B, they all do lead generation in digital marketing or specifically in paid campaign. Make sense guys? I hope you understood the concept why lead generation because none of you would go online and buy a flat like you won't do that 1 cr transaction right like by just seeing some pictures and like oh I like a flat and I'll book it online and I'll pay do the payment would you do that no right example of this see this health insurance person they're doing that only when I clicked on the ad is it asking me to buy the insurance now no it's asking me just for my details so when I fill this detail uh this people will call me and they'll guide me on what different kind of insurance do they have which one suits for my uh for my budget etc etc etc same like right right now I reside in Pune so let's say if I'm searching I want to buy a 2bhk flat in my city I'll search for it can you see god's property uh goes brand is running an ad a search ad if I click on it it will ask me can you see inquire now and here I have to give my details they will call me the sales would call me they'll do some offline schedule and then I'll convert But so all this people who call you, all those brands who call you guys the leads that they get is from paid campaign. So that's what we have. I mean so all the brands who are doing lead generation, they look after the stream metrics even app install. Now it's very obvious the brands who have an app they can only do app install campaign. Okay, not every other brand can do an app install campaign. But what exact? So hence I've mentioned over here result/ lead/sale. Right? So when I say conversion or result it is very different from brand to brand. For many brands a conversion or a result would be that yes a person went on the site and they gave the details. For many brand a conversion would be yes they went on the site and they buy bought the product. For many brands a conversion would be they installed the app. So the meaning of conversion or results keep on changing from brand to brand. There's no standard definition for it. Okay. So again the same concept basically conversion is nothing but out of the number of people who saw the ad and then some of them who clicked on that ad how many people actually got converted basically how many people took that end action that you wanted them to take. Okay. So how many user took the end final action that you wanted to that you wanted them to take on your site. Okay. So let's say out of how many clicks did we got? 1 lakh 21,000 triple one clicks. Let's say we got around 411 conversion. So again the same concept cost per conversion is where you take your spend divided by this that is your cost per conversion. If I might just say only 40 people got converted right. So your amount spent divided by total conversion is my cost per conversion. Again you have to aim that lower the cost per conversion better is for your campaign. So that in the same amount you'll get more conversion. better is your campaign performance. Okay. Then same conversion rate it's for this is now to understand out of the pe number of people who clicked on my uh ad and landed to the my site how many people how many percentage of people ideally got converted. Okay. So again how do you calculate this? You take your conversion divided by your clicks now and then you have to do into 100. So I won't do into 100. I'll just do it in. So 0.03% only people got converted. So you take your conversion divided by your total clicks and then do into 100. Again higher the conversion rate better is your campaign performance. Okay. Okay, I hope I'm clear. So this is what brands who do lead generation and app install track. They always want that their conversion rate increases because if conversion rate would increase more people are getting converted and that automatically drops your cost per conversion as well. Now for sales okay so for all when I say this this is for all your e-commerce brand okay any brand who's selling online when I say saying selling online people can go and buy the product online for them they track this number okay for them yes they also check how many people bought the product but more than how many people bought the product for them this numbers are very important okay starting with revenue so revenue is nothing but sum of price of all the product that got sold. Okay, basically let's say you have so uh imagine you have got 40 conversion. Okay, uh imagine let's let's consider this for Jessica only. Okay, Jessica has got 40 pe she has got 40 purchase on her site. Okay, now imagine she's just selling face wash online. Okay. And each her face price of her face wash is around 500. Okay. So average order value is 500. Let's say that's a that's an average price. So what would be her revenue? Revenue would be very simple the price of that product into the number of pe you know purchase that she has got. So that is what we call as revenue. Okay. Revenue is nothing but if you sum all the prices of the products that got sold that is a revenue. Correct? I hope I'm clear guys. So revenue the brand would want to see how much revenue revenue they they're able to generate. They'll also check their average order value because they want to know pe consumers are buying what kind of products. Okay. With average order value you understand the trend. Are people buying my cheaper product or they are buying more expensive product from my site. Okay. So um how should I say ideally if your AOV is high your revenue is also high. Imagine the the the face wash that Jessica is selling is for around 3,000. Okay. So, obviously her revenue would also increase automatically, right? Let's say on an average the the the starting price on her website is for 3,000. Whether it's a face wash, whether it's any product, any skincare product. So, don't don't won't that automatically impact her revenue as well? Let's say instead of 500, I make it 3,000. See, the revenue automatically got jumped. Correct? So the brand would want to see how much revenue they're able to generate. The brand would also want to see the average order value. That gives you an understanding that you know people are buying what sort of product. Are they buying cheaper product, mid-range product, high range product. So accordingly you can do some cross-selling upselling to them. Let's say you find out some consumer who are buying very premium products from you guys. So you will only push them some other premium products that you guys have. Right? So based you basically this is to more understand the user pattern on your site. Okay. U like this is happening if you you might have heard this right at least the people who are residing in India they like all the quick commerce that have emerged in India like Zepto blanket and all you would have seen they they are doing this thing called as dark pattern where they're checking like you know for each person the price is coming very different. They're tracking what kind of product you are buying and based on that the pricing is also uh you know changing for person to person right. So all this brand they track they track your user behavior on the site and based on that they will do some cross-selling upselling to you guys. Okay. So always observe that. Now return on ad spend. This is the most important metric for any e-commerce brand guys. Um because this will tell you how much profitability uh did the brand generated by running that. How how profitable it was for them to run an ad. Okay. And to calculate this what they do is they take the revenue okay and they divide it by this spend. This is what we call as return on ad spend. Okay. So basically let me just write it down over here. Revenue divided by total spend is your OS. So you might have heard this term right? I need 1x return. I need 2x return. I need 10x return. Right? It's the same thing. So basically what this is trying to tell you like after you have just spent 10,000 but you have got a business of 1 lakh 20,000 which is nothing but 12x of return and the brand for them the like all the e-commerce brand they won't tell you that oh go blindly spend my money no they'll give you a target they'll give you a return of ad spend target that at least whatever ads you're running we need a basic return of ad spend of 5x or 10x or whatever they want And trust me after that they also calculate one more thing called as POSOS profit of ad spend. Now in profit of ad um ad spend what they do they also so when they talk about the spend they don't just take the advertising spend they also take um how much they they have spent on creating that product how much they paying for the office space. How much they paying to the employee. Basically they want to find out the end profitability. So here like along with the revenue apart from total spend they'll also add the employee cost uh office space uh cost you know price of creating the product everything gets added. Okay. Now ideally if your OS is 12 your profit of ad spend would be half of it. So it might be 6 five whatever it is it will be lesser only right because you're adding so much costing other costing as well. Yeah. Uh starting with I'll start with the good website obviously it's Misha by Isha. Um I'll tell you what makes my stand apart. Okay for some of them it might looked very overwhelming. Uh yes it is because they have so many products. Okay but guys it's e-commerce. Okay, e-commerce I mean you go to Myntra, you go to Amazon that is also in a similar way because they are selling so many product it will look overcrowded only. Okay, I mean for a brand who selling so many different product it does look overcrowded. I mean Amazon also would look in a similar way. Myntra would also look in a similar way. Flipkart would also look in a similar way. So I won't say that's a negative point. That's like how should I say that's how like a default e-commerce looks like. So we can't say that oh please make it less. No, right? But if you even if you see this though it is um so first thing they have followed what the brand shows it's very Pinteresty website if you would have uh seen like if you see their banner the color tone the the designs and all of that they have created they always they always think more of like on a Pinteresty vibe their brand is all Pinteresty vibe if you would see okay so that's that's what they have tried to maintain even if you see the backdrops that they have used for their clicking their product pictures that is also very pin like how should I say it's more of like an aesthetic website that they're trying to create okay which is not bad at all correct uh I like as I said someone have already mentioned the categories are well shown over here which is also good it's easy for someone to understand what all do they have correct good banners I mean I must say the banners are really great if you would see that way correct the new arrivals what are the new launches that they have done they have showing you specifically over here watch and shop is a very good thing guys I have like you know they have integrated the way Myntra is doing where they're showing you know uh the the the influencers who are buying the product so you know it's again one is that you're seeing the product one is like where you're seeing influencer wearing it how it would look like so that that also creates a very big difference correct because it's e-commerce again what that brand is all about they have mentioned to me you know they have thought to mention about it as well like what do they stand for okay their handcraft crafted, handmade, local artisan. Nowadays people are very uh they are showing the video how the local artisans are working. So that's very important for them, right? Um again spotted that very important nowadays people buy what influencers buy. So they have make sure all the big celebrities in India who have bought from them they are showing their pictures over here. Okay. Um that's what I liked. Uh then obviously what the what the customers are trying to say. Last but not the least whatever the other USPS are top-notch support secure payment they have a chat board which which ideally all the e-commerce should have so a good landing page I would say now as I told you checked one product specific page as well okay so now if I even if I go to a category page this is a category page now even in the category page you would see they showing review pricing it's a decent category page right now if I go to a product specific page one very good thing this thing no one have mentioned about this I'm not sure how many of you went but they have added video on how this product would look on on anyone who is using it apart from that if you see their description okay the care because it's a handmade brand local artist and all of that they are telling you how can you take care of the brand bag as well because they're expensive if you see as per the Indian market okay now again like all the discount account, international shipping, 10 other things, testimonial that is there. But what I like is they are very um how should I say transparent that's the word right they're very transparent with with respect to the product and all correct so that makes I mean ideally the website is very aesthetic and obviously social icon is very but obvious that every brand would have okay now the second the second ranking is in simple which is good having a simple website is not a problem but as I think Jessica started with saying it's too simple which which is where she's correct. I mean it's a clothing brand guys. How I mean okay tell me what does this banner indicate? Can you understand what this banner is trying to show? Yes, it is trying to show some prints to me but I can't understand this banner other way right like for a global uh if if they're promoting this in the international market as well how one would understand what the brand is all about. Secondly, I mean I can't imagine now yes they have used some manquin but still I mean you are a clothing brand person I would want to see how this color would look on different this this particular top or this color would look on different tone different shape correct so that's a bare minimum that they should have done but as I mean the overall insight for is that it's too simple even if they keep model I think it's a good website because it's very clean it is very clear so that's a good thing and now paratola so one like third is paratola starting with when you open the website the brand logo the brand color nothing matches it's very cluttered it's very haywire um even if you see this banner guys the banner is cropped out if you would have observed their main banner their main picture is looking cropped out for me does that show that does that show a good image in front of the consumer? No. Like how this can be cropped out? How why the CTA is in this some different angle? This is your main banner. This this picture would decide if the user want to scroll or not. And when I see this, I don't want to scroll further. Right? Where is the brand color getting followed? I mean, if you see the brand logo, some purple, something is going on there. Here the color is different. I understand the product color can be different but at least it should be somewhere the brand color should be followed right. So the problem with pair patrol is the first impression is wrong. How should I say your first impression is last impression and for a website the first impression is the topmost banner that they use. Hence for Maiisha people would scroll because their banners are really great. They have a carousel banner where they're showing all the category. So if this disappoints there's a good chance a person will get disappointed and they won't scroll down. Same goes for NJ because the first banner is so bad. I mean what once one should imagine the person would not want to scroll. Correct. So this decides do I want to scroll further or not? Right. So yes they are showing some of their bestseller again. This does at least this could have been in purple. If the website logo main logo is all purple something that I could see then it should be followed right they're not following it anywhere. Even if you see the background picture is very different. If you would have seen Misha they have tried to have similar kind of background picture even that matters because that gives you that how should I say similarities on the page. This looks again very haywire right again no testimonial no videos nothing. Okay, just plain product pictures which have been dumped. So you have to guide them. Okay, this should be here. This is how the this color should would might go well. This font size would would might go well. Okay. Um now again um I think I have mentioned all this pointer but we'll just reiterate for the very last time. Uh proper working links very important. CTA again same thing proper website page design unique content like Misha by Isha's website was different than perola because they added those reels they added those celebrity picture they could have also done that they could have just added product picture and they would have left out but again how does your website stand apart from other websites right so you have to make your content unique again speed very important hierarchy hierarchy is nothing but the way Misha has categorized their product right it's easy to navigate. So easier the navigation like your navigation should be easy and smooth. The person shouldn't find it difficult to navigate how should I go to other categories right understanding your customer pulse the pricing the videos again the testimonials that you put. So ideally even if you check all of this um you you will create a good decent website and last but not the least how easy it is to read your website. Okay. So again your font size should be big enough to read right. There shouldn't be over spacing. There shouldn't be under spacing. A clear uh uh you know ideally a vi clear spacing is something that has been required. You have to follow your color theory as I mentioned. I mean myisha website was all about making look it making look making it look aesthetic. HDFC was all about following the brand color and the font size. So your font size font color should be constant ideally. Okay. And it should be user friendly again as u as as mentioned over here uh don't use like you can avoid using bright colors on all the paces but as as like imagine SDFC was using red only at some places it wasn't entirely a red website where all did they use red they used red only for the icon they use red only for the CTA and their made headline rest of the content was in black and white so it wasn't like they they didn't just incorporated red everywhere where right otherwise it would have looked too bad. So I hope you guys are able to understand right we have discussed all these pointers it's just that we are just going through from a theory perspective again okay um now element uh how should I say for visual hierarchy um this is something that more than you the brand would have the UI and UX developer okay so nowadays there are UI and UX developers out there they usually look after all this what are the color and contrast they should use because they would have better aesthetic idea to very honest how the layout should be, text size, where the media should go, ideally symmetry. So bigger brands, they have the UI and UX people out there who look after all of this. But again if you're working with some smaller brand you should have a basic idea like again this is more of with respect to your instinct and also you should have some uh practical idea that for example you can't use uh as I said like HDFC imagine they would have put everything in red it would have looked very bad hence they put a combination of red black and white right again layout it can't be in in in in left side or right side it's somewhere there things should which should be in middle so you have to understand the layout and the placement ment where you should put your picture right so all of these are basics of website that ideally your developer should know I'm not saying your developer shouldn't know this but as I said you might work with some small brand and they wouldn't know about it B2B yeah let's do one thing so digital marketing agency is all about B2B so let me search for digital marketing services okay now we can just open I don't know which is a good website we can open this one the first ad that I could see so it's B2B right someone is looking out for the services I don't like the website much I mean it's directly taking me to a form no information I now see I'll tell you what's the problem with this B2B website okay as I told you whenever you do lead generation guys try to have one page only don't take the user to other pages because it will they will get distracted right so whenever you do lead generation create a static landing page static landing page is like on page website only e-commerce they can't do it because a person is buying the product but now here like they have taken me to this form okay now let's say I will say let me know more about the brand so I'll go and read some case studies don't you think I'll get distracted when I go to another page so that's a problem now this brand the problem is they haven't created the static landing page they should have done that let me see some another website if there's any this one h this one is still interesting because see they're talking about all the work that they have done so at least they're talking about their portfolio PR print and O h but again it should have been static I would say because for lead generation you get see now it's very overwhelming the problem is when you take a person to such kind of website where a person can go to other pages as well it gets very overwhelming having people get distracted. So ideally even for a B2B lead generation because B2B also do lead generation. This page is good. I'm not saying the page is not good. The only problem is I'll get distracted over here and too many color, too many things going on. Again, I like one brand. I'll show you which brand do I like if if they're running any ad right now. They're not running an ad. This is their main basic page. But I like this brand a lot when it comes to their website for B2B. It's very So now see this one. Okay, they are showing who they are partner with what kind of e-commerce brand. Okay, if you would see over here, they have listed out all the brand in a very good way. Okay, again how what kind of impacts they have created. This is a very clean B2B website is what I would say. Again they are not running an ad otherwise we would have seen a static landing page as well but again for B2B it it again it shouldn't be very much overwhelming when you're doing lead generation it has to be very clear picture perfect and again not a lot of too much color going on for that one it was too much color too many different colors going on this one is still simple so they are making sure they're following navy blue light blue that's it and black as their content uh text content text color so this this one is a good B2B landing page is what I would say and at the end of the day they have kept a form it's just that imagine this to be a static landing page imagine they don't have this navigation only then this is a good static landing page I would say okay so today let's just focus on this three topics and then the remaining part will be covered in our last session okay um so yeah today let's just focus on this three so starting with dynamic dynamic ads. Now when I talk about dynamic ads guys, what exactly is a dynamic ad? Okay. Um so this ads the name dynamic means that this ads keep on changing based on um the nature of the user. Okay. So basically um let's say again you can call dynamic ads as remarketing ad as well. Uh so based on how should I say um the kind of product you check the kind of category you check for any particular brand what the kind of details that you check for any brand okay based on that that brand will personalize ad for each of the consumer and that's why this ad is called as a dynamic ad okay and um by the way I mean this ad is very popular because as I said uh it has product personalization which is very important we are with dynamic ad we do remarketing If I have to show you a stand classic example of this would be so let me see if today I can see any remarketing ads. Um it will take some time to load. So this is um you know this all this dynamic ads can be shown on social media platform as well. It also been shown on third party websites and app as well. Uh right now I'm trying to check if there are some dynamic ads that would appear on third party. This is a third party website. So I'm just trying to see if we can see something on those line. uh let let's wait for this to load but till the time we can cover the other aspects. So yeah I mean because you are doing product personalization with dynamic ads and you're doing remarketing automatically it will improve your convergence automatically it will improve your sales number okay and it will also enhance your brand value because um whenever a consumer feel that you know the brand is doing some personalization with respect to with respect to their creative or copy that does uh you know create a difference. So yes um now when I talk about dynamic ad guys few thing um that determine uh or few factors that you have to decide to create a good dynamic ad first is the budget because obviously it's an ad so you'll have to spend a good amount of money for it. Okay. Then obviously type of ad like do you want to show your dynamic ad in a image format or a video format or a carousal format or a collection format needs to be decided. uh it has to be mobile friendly. I mean uh whenever you create an ad, you have to think it from mobile perspective as well. You have to also decide your target audience. Basically whom you want to show this dynamic ad. Okay. Now uh let's see if this it's still not loading. Ideally I see a lot of remarketing dynamic ads over here on this page. I'm just waiting for this to load. H Let me see if anything can happen over here. Okay. Anyways, now um with dynamic ad as I mentioned the major thing that we do is we do remarketing or retargeting where um you know directly uh the advertiser would show ad to consumer who who didn't who didn't convert. Okay. Now remarketing as I mentioned majorly when we think of remarketing it is always showing ad to those who didn't convert. But there are brands who do remarketing to those audience also who are already converted because again you want to do some upselling and cross-selling to them right now how this dynamic ads um uh like there there are some specific requirement of creating this dynamic ads and I'll take you through each one of them. So if you want to run this dynamic ads on social media platform like meta okay or any of the meta platform like your Instagram or Facebook this three things are required okay without these three things you can't run a dynamic ad this is how your ads manager would look like okay this is the back end where all the bigger brands they create their campaign on on this part okay so by the way in future whenever you want to access ads manager what you can do is you can just log into your Facebook account okay you all would have a Facebook account and in your Facebook account towards this opposite side I mean towards this corner you would see this ads manager section and this is where you can access the back end. Now this back end is nothing but this is where all the big brands create their campaign right so this is where we create the ads and that's how you see those ads on when when you're scrolling on Instagram okay this is the tool where you can create ads that you want to show on Instagram Facebook thread okay so all the platform which have been owned by Meta and you want to show ads on those platform you have to access this ads manager any one of you can access it you just need a Facebook account as I mentioned whenever you log into your Facebook account towards this corner you'll see an option of ads manager you just have to tap on it and it will take you to a back end like this okay I hope I'm clear so this is what I mean by ads manager now so you to do to run a dynamic ad you need ad manager apart from this guys you need a very important thing called as Facebook pixel and Facebook software development kit now Facebook pixel is for website and your Facebook software development ment kit is for your app. Okay. Now what exactly is this? This are um codes which which so this ads manager will give you some codes that you need to place on your website. Okay. Now why do you want to why you have to place this code on the website? Because um imagine guys let's just only talk about Facebook right now. Ignore other platform. Okay. Imagine um we'll take the example launcher website. She has a brand now. Now she would be starting running ads on Instagram, right? So before she starts sending ads on Instagram, she should place this Facebook pixel on her website. How she would do this. Okay. Okay. This is your ads manager. Uh you have to go to your events manager. Okay. And that's where you get your Facebook pixel code. Okay. Uh so the job of Jessica would be to go over here, get the code, and give it to the developer who created her website. Okay. So here she would say website there's some glitch right now guys. Yeah. So guys you as you go to the event manager it takes you to a page like this. Okay. And here um let me so you will go to data set. Okay. And here it will give you an instruction that set up metapixel. Okay. Okay. So here you have to say C instruction and can you see this copy base code? Okay. So you have to copy this. You have to copy this code. So Jessica will have to copy this code and put it into a notepad because she has to send it across to the developer. Okay? And she has to paste it over here. This is what the meta pixel code looks like. Okay? So this is your first code. Now while Jessica would give this code to the developer, Jessica also have to give them the instruction of where this code needs to be placed otherwise how would the developer would understand. So just below the code they have given you the instruction as well. Okay. So ideally the code that I've copied right now okay this code is called as either you can call this as a base code or page view code. Okay. This is this is what we call this is the name of this particular code. Okay. And here they have given you an instruction if you could read. So it says paste the metapixel code between the head start and head. Now I'm not sure how many of you know the coding language but um like at the back end of the coding there's something called as head start and head end. And you have to put the code between this head start and head end. Okay. And it needs to be added on all your website pages. Okay. Because you want the you want to track the entire user journey, right? So it's not that you'll just put it on one page. Every page of your website should have this code. This is just like one code. Okay, this is just like your base code or a page view code which goes on each and every website, every page of your website. But uh to track specific action that the user does on your website. Let's say if the person is adding product to the card or they are doing checkout or they are doing um pay they're landing to the payment gateway page. There are separate codes for that. Okay. And where do we find that? So for at least for meta right now I'm just focusing on meta. So I'm not talking about other platform. What you should do is on Google you have something called as um I'll give you this link. You guys can bookmark for your future help. So you have to go to this article which gives you uh standard event codes. Okay. Standard event codes are nothing but if you want to track specific action that the user does on your site. Okay, I'll give the link over here in the chat so you guys can please bookmark this for your future reference. Okay, now how the standard event code would work. Can you see there's a table? So there's website action and there's the name of the code. Uh they have given you the code link. Okay. So let's say if I want to track add to cardart, this is the code I have to give to the developer. If I want to track add to wish, this is how I have to give give the code to the developer. But I can't give one line to the developer and ask them to place it. No, this is not how we do it. Okay. So just below this table they have given you the instruction on how to give this particular code. Okay. For example, Jessica want to track how many people would do add to cart. Okay. How many people from the ad are going to the website and doing add to cardart. So what Jessica will have to do? Jessica will have to copy this code. Okay. And on on her main code, this is her main code. Just below this line of page view, she has to say enter. And she has to put this line. And this makes her code. Now this code is not her page view code but this is her add toart code. So below this table they have given you the instructions. See this see this particular part. Can you see? So whatever code whatever things you want to track on your site you just have to do one thing. You have to come to this site refer to this table. Let's say now have bought the product. So she will copy this line and instead of add to cutart she would put this across. Now here one thing she'll have to change is the currency like if she's she's doing some uh she's this website is made for India location she'll have to keep it INR. If this is for us she'll have to write USD. So currency is something that she'll have to tweak. I mean you can't just blindly trust anyone right like someone would just tell you yeah we have placed the code you can starting your camp and this this is not how things would work. So she'll have to cross check if the codes are pasted or not. Now how Jessica would cross check because she doesn't know anything about website's back end right I mean she let's say she she has no idea about how the website was created. So if she doesn't have idea of website creation she can't even do cross checking by going towards the back end of the coding right. So in that case Jessica will have to install this Chrome extension called as meta pixel helper. Okay. So this is a Chrome extension that she'll have to install here. She has to say add to Chrome. Add extension. Okay. So it's added over here. I'll just It's already pinned. So no need to pin it. Yeah, let me just pin this. Now how this Chrome extension would work. Okay, we can take any random website and we can check if that website has metapixel code or not. Okay. So I'll go to let's say I'll take one brand name which is called as Myntra. I'll go to their website to see if their website has meta codes or not. Okay. Can you see? So with this Chrome extension we could see yes they have meta code added on their site. And by the way they have two different code because this ID is different. So basically every meta ads manager would have a different pixel ID. Okay. This ID is would be different for every ads manager. For example, see this number is different. This number is different. The code that I have fetched out for it, the pixel ID is also different. So where's my pixel ID? This one. My ending is 583. Okay. For them, the ending is what? 159 865. So let me just give you an idea how it works for e-commerce. Okay. So as I told you this code, the first code that we got from the platform, the page view code, if you remember, I told you it needs to be there on each and every page of your website. So what she can do, she can randomly go to five to six to five pages and she can go and check if the page view code is there or not. Okay. So yeah, we…

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