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    Digital Marketing Test - 2: Sohini Das 18BSPHH01C1307 Kirti Purohit 18BSPHH01C0581 Devang Dwivedi 18BSPHH01C0364

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    Kirti
    The document summarizes a digital marketing campaign test for Baggit. It provides details of the previous campaign's performance, metrics like cost per click, click-through rate, and return on investment. It then outlines the proposed campaign strategy for the next 3 months with a budget of Rs. 200,000. This includes choosing Facebook as the advertising platform, using a cold traffic campaign to build awareness, targeting audiences in Hyderabad with a reach of 9.2 million, and optimizing for conversions with a lowest cost bidding strategy.

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    Digital Marketing Test - 2: Sohini Das 18BSPHH01C1307 Kirti Purohit 18BSPHH01C0581 Devang Dwivedi 18BSPHH01C0364

    Uploaded by

    Kirti
    41 views18 pages
    The document summarizes a digital marketing campaign test for Baggit. It provides details of the previous campaign's performance, metrics like cost per click, click-through rate, and return on investment. It then outlines the proposed campaign strategy for the next 3 months with a budget of Rs. 200,000. This includes choosing Facebook as the advertising platform, using a cold traffic campaign to build awareness, targeting audiences in Hyderabad with a reach of 9.2 million, and optimizing for conversions with a lowest cost bidding strategy.

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    Digital Marketing

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    The document summarizes a digital marketing campaign test for Baggit. It provides details of the previous campaign's performance, metrics like cost per click, click-through rate, and return on investment. It then outlines the proposed campaign strategy for the next 3 months with a budget of Rs. 200,000. This includes choosing Facebook as the advertising platform, using a cold traffic campaign to build awareness, targeting audiences in Hyderabad with a reach of 9.2 million, and optimizing for conversions with a lowest cost bidding strategy.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    41 views18 pages

    Digital Marketing Test - 2: Sohini Das 18BSPHH01C1307 Kirti Purohit 18BSPHH01C0581 Devang Dwivedi 18BSPHH01C0364

    Uploaded by

    Kirti
    The document summarizes a digital marketing campaign test for Baggit. It provides details of the previous campaign's performance, metrics like cost per click, click-through rate, and return on investment. It then outlines the proposed campaign strategy for the next 3 months with a budget of Rs. 200,000. This includes choosing Facebook as the advertising platform, using a cold traffic campaign to build awareness, targeting audiences in Hyderabad with a reach of 9.2 million, and optimizing for conversions with a lowest cost bidding strategy.

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    You are on page 1of 18

    DIGITAL MARKETING TEST - 2

    Sohini Das 18BSPHH01C1307


    Kirti Purohit 18BSPHH01C0581
    Devang Dwivedi 18BSPHH01C0364
    CALCULATIONS- PREVIOUS ADVERTISING

    • Total Campaign cost = Average cost per click X Total number of clicks
    = 20 X 1100 = 22,000

    • CTR = (Total number of clicks / Impressions) X 100


    = (1100/22000) X 100
    = 5.5%

    • Total profit/ loss = Total cost – Total revenue


    = 22,000 – (90X220)
    = 2,200 (loss)

    • Return on Investment = (Contribution/Investment) X 100


    = (2200/22000) X 100
    = 10%
    SNAPSHOT- GOOGLE TRENDS
    MAJOR CONSIDERATIONS
    Question 1: What channels would you use to advertise and why? How much budget would you
    allocate on each of these?
    Solution: We have chosen Facebook as a channel to advertise the campaign as we can reach out to
    almost every kind of general consumer and we are aware in advance about the groups and pages our
    targeted customer stay on frequently with respect to our subject that is Baggit.
    Facebook advertising increases revenue leads and sales with less cost per acquisition per customer
    which makes it the feasible medium to advertise on.

    Question 2: What would be ideal bidding strategy and why? Should bidding strategy be changed/
    modified as the campaign progresses?
    The bidding strategy used for the campaign is ‘lowest cost’.
    Solution: Low Cost Bidding strategy has been used. Each bid strategy is suited to specific business goals
    and comes with tradeoffs. If you care more about getting the most value from your budget, use the
    lowest cost bid strategy.
    Yes, we will modify.

    Question 3: On what criteria would you target your audience? Why would you use these criteria?
    Solution: Andhra Pradesh has been chosen as the ideal geography for initial campaign launch.
    The state has maximum search frequency (as per google trends) for the word ‘Baggit’ which makes it
    the most suitable test market for the campaign launch.

    Question 4: How would you evaluate the performance of your campaign?


    Solution: Cost per click= Rs. 65.
    MAJOR CONSIDERATIONS
    Question 5: Tell the company if their earlier campaign was profitable or not, by completing the above
    table. Also, tell how you will enhance the performance from the current results
    Solution: Loss of 2,200 (as calculated.)

    Question 6: State how much customers you can acquire, how would you improve average profit
    contribution and how much profitability (ROI) can you achieve. Please remember, the budget given to
    you is Rs. 2,00,000 for a period of 3 months.
    Solution: 92,00,000 is the potential reach of the campaign.
    CAMPAIGN SNAPSHOTS

    This is the first page of our Facebook ad campaign, where we have selected ‘Reach’ as
    Awareness because customers are already aware of our brand. We want to increase
    our reach in Andhra Pradesh.
    CAMPAIGN SNAPSHOTS

    Send more people to a destination on or off Facebook such as a website, app or


    Messenger conversation.
    CAMPAIGN SNAPSHOTS

    We have chosen conversion because we can get people to take valuable actions on the
    website such as adding payment info or making a purchase. We will use the Facebook
    pixel or app events to track and measure conversions.
    CAMPAIGN SNAPSHOTS

    We have selected India as Account country region and INR as currency.


    CAMPAIGN SNAPSHOTS

    We have chosen website for our campaign as we are advertising for you website.
    CAMPAIGN SNAPSHOTS

    We have given the https://www.baggit.com/main in the website link where people


    will be directed to the clinking on the link increasing the CTC.
    CAMPAIGN SNAPSHOTS

    We have chosen our targeted audience that is Hyderabad, age: 18- 65, gender:
    All. We have fairly a broad size audience with a potential reach of 9,200,000 people.
    CAMPAIGN SNAPSHOTS

    We have done detailed targeting and chosen category "Online Shopping". All the
    customers belonging to this category will be targeted.
    CAMPAIGN SNAPSHOTS

    We have chosen schedule for 3 months till 7th Dec, 2019. The campaign will run till
    that time.
    And the cost control is lowest cost strategy
    CAMPAIGN SNAPSHOTS

    We have video format as this the lowest cost one.


    FINAL CAMPAIGN SCREENSHOT
    CAMPAIGN STRATEGY OVERVIEW
    Strategic Decision Details Rationale or Reason

    Advertising Platform Chosen Facebook The average conversion rate for Facebook ads
    across all industries is 9.21%, while for google
    ads is 3.18 (WordStream, Google Premier
    Partner). This is why Facebook has been chosen
    as the advertising platform for the campaign.
    Types of Campaign Chosen Cold Traffic Baggit has recently launched its website for the
    Campaign first time. Hence, it is required to build its
    audience online, generate interest in their
    products and make people aware of their brand.
    As the company is entering first time in such a
    platform, thus cold traffic campaign is most
    efficient.
    Amount Invested 2,00,000

    Campaign Objective Chosen Conversion of


    potential
    customers to
    actual
    consumers
    Bidding Strategy Chosen Lowest Cost
    Strategy

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