Performance Marketing Full Course 2026 | Performance Marketing Tutorial For Beginners | Simplilearn

Key Takeaways

Hey everyone, welcome to this video on paid marketing strategy course. Have you ever wondered why some ads seem to follow you everywhere online? You search for a pair of shoes once and suddenly the same brand appears on Instagram, YouTube, Google, and even the websites you visit. That's not a coincidence. That's paid marketing strategy in action. Today, companies are no longer waiting for customers to find them. Instead, they use data targeting and smart advertising strategies to reach the right person at the right time with the right message. A small startup can now compete with global brands by running highly targeted ads. An e-commerce store can reach thousands of potential buyers in a single day. And a wellplanned campaign can turn a simple ad into thousands of clicks, leads, and real customers. This is not just advertising anymore. It's a strategic paid marketing. Paid marketing has completely transformed how businesses grow online. Instead of hoping people discover their products, brands now use platforms like Google Ads, Facebook ads, Instagram ads, LinkedIn ads to directly reach their ideal audience. And the most powerful part is the same advertising tools used by companies like Amazon, Netflix, Nike are available to anyone, whether you are a marketer, a business owner, freelancer or someone planning to build a career digital marketing. But the real questions are, how do companies design paid campaigns that actually convert? Why do some ads generate thousands of sales while others completely fail? And how do marketers create paid marketing strategies that deliver real business result? Now, that's exactly what you're going to discover in today's course. So before we begin, let's quickly look at what we'll be covering. First, we'll understand what paid marketing strategy is and why it has become one of the most powerful growth tools for businesses today. Second, we'll explore the major advertising platforms including Google Ads, Facebook ads, Instagram ads, LinkedIn ads, and understand how each platform work. Third, we'll learn how marketers identify and target the right audience to make campaigns more effective. Next, we'll discuss how businesses plan budgets, design campaigns, and optimize ads for better performance. And finally, we will understand how paid marketing help businesses generate leads, increase conversions, and scale their growth online. Just a quick information, if you want to become a digital marketer, I highly recommend checking out this AI powered digital marketing certificate program from SPG School of Global Management and Simply Law. 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. The best part is you will be learning how to use AI tools like Charg, Canva, Seamrush along with 50 other marketing tools that companies are actually using today. This isn't just theory. You'll get live interactive classes with real professors from SPG and Global. Work on seven hands-on project with mentor support and study over 15 real world case studies. The course covers everything from SEO, social media marketing, email campaigns, analytics automation. What really makes this course stand out is that you'll get free meta and Google ad credits to practice with so you can run actual campaigns and see real results. So, what are you waiting for? Hurry up and enroll now. The course link is mentioned below. Before we get started, here's a quick quiz question for you. Which platform is primarily used for intentbased paid advertising where businesses show ads when users search for specific products or services? Your options are Google Ads, Instagram reels, Microsoft Excel or Canva. Take a moment to think and let me know your answers in the comment section below. So without any further ado, let's get started. >> So today I believe we are here for a session of strategies for paid campaign. Right now it's this is something like would one could one could share few of the nuances uh some experiences what are the things to be taken care of so nothing as such uh in terms of uh like tactically approach campaign is different right and every uh industry is different every set setup that you do every ad group that you create every campaign that you put uh every platform that you choose to do the campaign is different right and as such there is we have we have discussed in detail about how to do paid campaigns on Google how to do paid campaigns on meta and uh social media platforms for example also LinkedIn right we have discussed all of the those things practically we went to these platform discuss each each other as each of the aspects to design a campaign over there uh how to do that how to uh uh use it to the maximum potential of it to get maximum gain out of it, optimize it. In what way we could optimize on each platform, how each of these platforms uh differentiate from each other, how the paid campaign on Google search is different from uh from video advertisements or the video campaigns and how uh the the paid campaigns on meta differentiate from Google itself and how all of that differentiate from Google display network itself. Right? So all of that we have done. Uh now this specific short course which is for three days if I'm not wrong strategies for paid campaign is about not about now going back to the tool and how to do that and what what and in what sense right because this this is very subjective but this course is rather to refresh uh and also to share experiences to engage in a dialogue that what could there are few things few nuances few steps that we could take and we should uh few things that we must be aware aware of before we designing a campaign to make it better. Now it can varies from industry to industry. It can varies from campaign to campaign. But there are few things uh which we must know depending upon the size, depending upon the upon the quantity, depending upon the budget, depending upon the industry sector or any of these things. But there'll be few things which we if we as a marketeer will be well versed with are well aware of and then we uh start to begin our campaign start to spend money on uh on any of the campaigns or any of the category or product or brand or services would be better for us instead of burning money we could get some fruitful results out of it. This entire subject matter is for that. Why I have given this one monologue is to at least bring clarity that what you could expect from this strategies for paid campaign session. Make sense to everyone? Is it absolutely clear to all of you? Okay, great. Now once that's been set uh before we begin if you guys have any questions uh about any of the previous topics that we have covered so far uh I believe we have we have covered quite a few uh from SEO to SEM SMM and all sort of things. Uh if there is any doubt uh or any random query also anything that you have in mind uh anything that you want to share anything that you want to speak about or want to want to want the public overall to know over here uh please do let me know uh and then we will proceed further. If there is anything I'll be and if there is any input needed from my side would be great. If it's just something that you want to share that also is well accepted. uh and if there's nothing then we are good to go. This is what we are here for to discuss and hopefully we will bring a value to it. I will I'll try to share some experiences uh some basic input some stuff that some basic stuff that we must know uh before we start set up a campaign how it works and what it works uh what all things we need to do rather right as I said it's a macro aspect about the paid campaigns because it's largely we are not talking about how to go for a campaign and design and all sort of things it's by and large we are talking about some of the macro aspects that play a role that that plays a role when we are doing a campaign right uh when we are setting up a campaign right and it's largely about if you remember we have covered SEO and SEM which is called uh and then SMM so one part of that is organic right organic means search engine optimization and then also the strategies for that is is organically building traffic organically driving traffic to to uh to your content to your website to whatsoever that you're creating right and and that is different strategies altogether how to do that what to do that those are different things uh right now we are talking about excuse me right now we are talking about strategies for paid campaign which means first we are spending money to get traffic we spending money to get leads we spending money to to get the tractions on our website, platforms, apps or whatsoever you are we are targeting upon and then the strategy to emphasize the fact that that whatever the that money could bring to me can bring in better numbers. So whatever money we are spending if it has a potential to get x amount of reach lead or whatsoever what are different things that you could do that will all that will then help me enhance the reach right and that's why that's why I said it's a macro aspect few elements few basic things uh we could do and then by the nature of it it's become inorganic at the top by means of paid campaigns and ads, right? So, inorganically of course we are doing this. in organic means whenever you have to pay to achieve better ranking to get better than the competition and then what are the other strategies that we have at a play over here. So let's let's see some this some some slides into this deck and then we'll I'll start sharing some of the aspect from my side as well and we will then communively make a worthwhile session today. Uh strategies for paid campaign as I said this is what the topic over here is introduction of paid campaign. So by the end of this session most likely we'll be able to know that what is the role of paid campaign in the maximizing result of online media engagements. Identify the process and define the conversion funnel. We'll see to it till what we could reach right. Uh and the first thing first is when it comes to paid campaign of course it is about understanding the customers itself right uh and this is what the topic today we will dedicate to and we will try and understand in the larger sense that what all things we should know in advance before we set up a campaign and there are few things which I have explained quite a few times already which we have emphasized upon quite a few times already but today it's since the session is dedicatedly for that we'll understand that more in deep. Right? Uh now what does it mean to have inorganic ranking at the top right? Uh the basic idea that what all strategy we we should be doing it right to get maximum output or traffic maybe clicks maybe conversions or whatever the goal you have achieve goal with the best possible campaign. Okay, let's post. This entire strategy building is only for that that we should get maximum output traffic, clicks, impressions, conversions or whatsoever we have we want to uh and at a most optimized cost or least money that you can spend and maximum output that we can get right now. There'll be few things that we must know or we must do. There are few things we must focus upon. A few things you must should know and then to get these to get this maximum output. Any idea what are the things we should be pre ready with we should be pre uh aware of before we set up a campaign what are the few things prior understanding prior starting or burning our money prior starting to build up a campaign. What are the few things this entire topic is all about that what are the few things that we must be aware of clear in our mind before we set up a campaign before we do a paid campaign and in that the first thing that I I always say is the matrix that we need to capture because since remember it is it is a paid campaign right it is the paid campaign and if you don't know that what you and and that covers under the objective itself if you don't know what we want to measure as a successful campaign. We don't know. We will never be able to know that even if it's working or not working. If your goal is to get more reach and then you're measuring the success of a campaign by the lead that you have converted, it will always looks like a failure of failed campaign and and that's why the objective is very important or more precisely the matrix. You have to be clear because in in in while setting up a campaign you can set multiple metrics. Remember you can go for cost per click, cost per impressions, uh leads leads, reach whatsoever. Same as with the social media campaigns, you can have multiple uh multiple uh inventories where you can run the campaign and multiple ways to measure that. But if you don't know that what exact metric you want to measure, what exact metric defining which will define the success or the failure of a campaign, you will always keep on burning the money without knowing that what had happened. Right? So what does M metric means is that what is the importance of it should be clear that what we want to capture right and if the measurement of that defines defines the success or the failure of the campaign always remember that right like for example what are the few for my campaign what are the most important metrics Right? It could be for me CTR. Now you all are aware of CTR rate. If I explain anyone who would like to explain that it's kind of a refresher as well. So CTR right now for me for the success of the campaign I want to measure the success of campaign not because of the not on the basis of leads that I' I've generated not based based on the sales that I've done not based on the acquisition that I've done. I want to measure if I'm running a campaign, I'm a new brand and I want to measure what kind of CTR rate from X amount of money that I've invested or invested uh uh what is the CTR rate that I'm able to achieve will define the success in the campaign. I'm clear in my mind that CTR rate is something that I want to measure and then the entire backward integration will happen based on the CTR rate because I need maximum CTR which means I need more more impressions and a good amount of that impression getting converted into clicks and accordingly I will design the campaign. Right? Designing the campaign plays a very important role. You design a campaign differently to convert. You design a campaign differently to get sales. You design a campaign differently to get more leads. You design a campaign to to get more reach. You design a campaign to get more clicks. You design a campaign differently to get more impressions. Right? Because the the color scheme, the banners, the the visual aspect, the copy, the taglines, the headlines, the descriptions, everything differs, everything changes as we define that what you need to measure. So always be clear that what you want to measure what are the metrics that you want to capture for a particular campaign and and then accordingly the designing of the campaign changes. If I have not decided that and then I've just randomly put a campaign and I don't know what to measure and I'm measuring everything and anything I will not be able to bring a conclusive output out of it and then the entire maybe the campaign is running and keep on burning but I'm clueless and then I I I'll just re-release the campaign again and again and again and remain in the in the dark. uh while addressing that nobody yet explained me what is CTR and I've covered that topic earlier. ratio I guess I guys if you are attending the lectures please be attentive these things I have explained earlier ratio of click to impressions and I will cover this again in in the analytic session but we will we will talk about that right now so if I want to measure the matrix and this particular metric that I want to capture I I let's say I want to s want to desire the success of a campaign on basis CTR then I would know that what is the category standard as per the campaign type as per the industry type and then and then I will see that what am I able to achieve as per the industry standard or not am I able to spend uh as per the uh as per the industry uh standard as per the campaign type what kind of campaign I've done whether it's a search campaign whether it's a it's a display campaign whether it's a social media campaign and what usual CTR rate through each of the campaign so as per the standards of the category as per the standard of the campaign type if I'm able to achieve the CTR rate as per the average standard my campaign is successful right then there is very common thing when we talk about when we talk about strategy of of strategy of paid campaign is the conversion rate and the conversion ratio right always try to do it better from the past what you have done today and I suppose you are running of course at the end of the day any business is running to focus more on the conversions to bring more sales to bring some numbers to the kitty right so the conversion rate I will be we will be talking about all these numbers analytics part when we'll have analytical session but I'm just adding few for the example let's say conversion rate Conversion rate is nothing but let's say total sales divided by total visits or total number of interactions and this so that the formula looks better multiplied by 100. So let's say if I have 10 sales out of total inquiries or the total visits happen is 1,000. So my seat my conversion rate is around 1%. Right? So uh this just an example. Now the conversion rate is very important metric when you when you talk about success of a campaign because or strategies for paid campaign because your conversion rate if you have able to achieve certain conversion rate out of a campaign that you have done in the beginning getting the insight from that you can make it better uh and and seeing that if there are two ad campaigns with a different copy different headline different tagline which one is delivering better conversions uh and if one of that is building better if one of there are multiple aspects let's say one of that is driving more visits but less sales. One of the campaign is average visits but the conversion is higher. Of course in one I'm getting more reach more people like more impressions but that is not getting converted. The other one is getting moderate impressions, moderate reach but the conversion rate is high and then that's why then we have to decide whether we want to continue with the A or B because the A1 A is giving more and more reach to me. Of course the conversion ratios for some reasons is bad. Then we have to identify why it's more reach but less in conversion. The other one is moderate reach but getting converted better which means bringing more money by system. So conversion ratio at times become very dicey because you have to this decide whether you want to go for the reach or stay with the reach or you have to convert focus on the conversions. If in ideal scenario anybody would like more conversion. So then see that why it is having a less reach by if you can maximize the reach of this campaign equal to the first one which is getting having a much more reach but less conversion. If we get conversion in this one better the re the the the the the reach in this one better the conversion will also increase accordingly right so the the conversion rate CRO conversion rate optimization is a very important matrix when it talks about strategies for paid campaign right so at the end of the day basically you need to understand the metric you need to know the success uh you need to define your own success by what metric that on you or the customer that you're working for right and then the second most important aspect is about if I'll talk about is user persona or uh target audience the target audience and uh I have said many a times before that before doing anything you need to know this. You need to know your audience and there is no shortcut to it. There is no shortcut to it at all because without knowing your audience there will be nothing that you could do. You may be targeting for X Y Z and your your audience is ABC then your entire campaign will go for a failure. Right? Knowing your audience it's easy to say that I know your audience and then how many times you might have heard of this that your product is still not able to find its fit in the market. What does that fit means? It means that it doesn't able to define its target audience. It doesn't able to find the right kind of audience who will be picking this product or who will be buying this product. And that's very very important. It looks a small topic uh when it comes to paid campaign but most of the campaigns or the most of the brands spend burning their money millions of their rupees doing everything right but just targeting the wrong audience or maybe targeting multiple diverse audience which is not the right fit for them and they were do that mistake before jumping on to doing a campaign. See digital marketing is a great tool. It will always give you numbers but you do nothing. You just run a campaign randomly. You pay money and you will get numbers. That is assured because at the end of the day somebody will searching for it. Somebody will looking for an ad. Somebody will looking for a for a real some ress on the Facebook or or Instagram or stories on the Facebook and sort of things right you will get numbers but will that number that you get is of your is of any use. Will that number is of strategic use for you? Is that number is a real target for you? Is that number bring any added value to your brand? is what matters. So it's a very people say that I get numbers but is that number relevant? That's where the biggest problem is and that's why it said that things before things you should know before you're doing this part right you should be clear on this part and in this part comes the matrix and then the most important part is called knowing your audience or know your audience know your know your right it could be based on multiple factors what factors I would like to hear from you all and then we'll go further in this and make more interesting. What are the factors in when it comes to target audience or knowing your audience? Right. Anyone buying behavior? Okay. Anyone else? Age. Okay. Rightly so. So you can define your audience and why I'm doing that I'll let you know. We also might do an exercise just now I thought you could do an exercise around this right. Uh we could you could know your audience basis on of course as you all said demographics geographic sec classation behavior usage pattern their interest. Now some of I'm mixing it. Some of it is based on the SEO part. Some of it based sorry search engine marketing part. Some of it might be based on on social media part. But end of the day it's all about paid campaigns timing. Right now you have to trace all these things about the audience that you are targeting. Locations. Yeah. I mentioned uh demographics, geographic, classification of the audience based on income levels in the groups, behavior of theirs on the online on the on the digital plat platforms, their usage pattern, their interest, what time of the day they are most active and sort of things. And based on all these factors, what do what you do is you build a buyer's persona. There's a very important factor called buyers persona. And there is there's a huge amount of money spent building this by the brands that they want to build their ideal users buyer persona. Heard of this term? Anyone? Buyers persona. Right now what what does bio persona means? quickly. taste and preference buyers persona largely means yeah it's as I believe Satak has mentioned a buyer persona so most of the companies spend money to do the research to do all those things to do product feeding product seedings initially spend money to understand the customer behavior pattern they uh their problems uh their ideal solutions uh what they prefer what they do not prefer and at the end of the day they build an idealistic personality right and that bio personal is nothing but a map of a perfect customer's life problems and dreams the customer that buy product so what are their problems what are the their solutions and a map of the entire like an idealistic personality who will be 100% buying your product is buyers persona, right? Make sense to everyone over here? Yeah. Okay. Now, let's say we'll talk about this bias persona in in in time to come for now. Uh but let's say that if you are a totally new in the market, if you are a startup or you are totally totally new, this is your first time ever you're creating something, you're manufacturing something or you're building a brand or you're building a product and you want to so then you don't have you don't have any any of these uh data with you right now, right? You just have a product. In that case, what would be the ideal way to or what would be the way to find that which audience or which type of audience would preferably be buying your products? What are the ways to understand sampling okay and competition customers very rightly said sheel and that's what we should all the brands that's why if you if you remember I and I often mention this right I mentioned these things uh okay one second I'll unmute I often mention these things like you know if you watch these shows like uh uh dragon's den or stock tank and whatn not. They often ask you that what's the buyer persona of yours or what is the uh competition or what is the product market fit heard you must have heard these kind of jarens in these shows right so so the point is that you know the free sampling problem is that not a problem most brands does that when the sampling happens at the mass level like let's you're launching a a shampoo right now sampling of that can be done in a very great way to the larger set of India pan India how you just need to put a sache into a newspapers in the morning and let's suppose you have a 10 million or 20 million subscription of that newspaper a sache will reach to all these households and people will use it and then you are a you are a fruit drink you can have a 5 rupee fruit drink uh make a stall at multiple locations and do that then the sampling is right if it's a expensive commodity then the free sampling will be very limited And in that case you'll always till it's free you can get to know that yeah it's good it's fine perfectly fine the problem happens when if they have to spend the real money into it right you may not get the right feedback and that's why and that's why I said if you are a startup if you have none of these data right the best possible way the best possible way to get these done is competition uh somebody already mentioned that or industry research right now. How to do that? That's that's also how to any idea how to do that competition and industry research, how to fragment that what are the ways. See why you might be thinking why we are learning all those things because the the paid campaign comes much later, right? Before that we'll we have all we all have to have these ideas what all to be done once we have the clarity on all those things what is the competition what is my democra what is my bias persona what are these ABCD and everything else and then organically what we have achieved and then comes the paid campaign and that's why it's called strategies for paid campaign before before you jump to the conclusion that now is the time you should spend money on my product to get the traffic things that you need to do and you should be ready with right now the Best way in terms of competition and the industry research is see in any sector in any sector uh right there are let's suppose you and how to do the competition or the industry research in any sector you pick right in any category of the product any sector there'll always be a top player right there'll always be top players in that category which means in any category or the market. There are few top players with highest market share, highest brand acceptability, uh know how whatever you call it. And then comes the mass player, right? And the others in between am I right in saying so? Do you think I'm I'm I'm correct in in saying so that in any category you pick there'll always be a top player there'll be one mass player and there'll be then all other players in between like for example as you guys have said let's take an example of mobile phones again so let's say for sake of saying it let's say that Apple is the top player in the market in terms of yeah so the Apple is let's suppose iPhone are the top players in the market in the category with the highest market share and then comes the mass player which I could say I could easily say let's say Samsung maybe because they have a huge reach uh in terms or huge product size in terms of starting from 10,000 also they have a product 10 to 15,000 goes up to 1 1.5 lakhs which is the top end phone of Samsung which is equivalent to iPhone or maybe even much better than that right so they have a huge range and they have a mass player they are targeting each and every sector of the audience they are targeting each and every factor over here Samsung. So the top player may be iPhone, the mask player is the Samsung and the others in between is maybe you can call it all other phones maybe Vivo, Oppo, uh Realme, Redmi, Xiaomi, OnePlus and all other brands right now if you are not able to figure it out what would be your buyer's personality. If you are not able to figure out how to market or how to approach that then you have to analyze in the category that they are into who is the top player right who is the top player in that category and then whom they are targeting in terms of demographics in terms of geography in terms of SEC classification in terms of behavior in terms of usage pattern and everything else and on which platform they are targeting and how they are targeting it right so you have the primary level analysis done for the top players, why they are top players, what they do in terms of their marketing, whom they are targeting, how they are targeting, where they're targeting, which platform they're targeting and what amount of money they are spending. That's one. Then you goes to the you go to the second which is the mass player in this in our case in our case that example that you've taken let's say Samsung. Now you notice that the tonality of in each in either of the sectors that you pick right most often you see the top player will have a different level of communication or different layer of communication or the targeting or the kind of campaign than they do. The mass player usually will have a different tone in their writing skills will have a different tone in their advertisements will have a different tone in their paid campaigns. Right? So then you have to analyze the mass player. How do they do it? What kind of communication they are doing? What kind of behavior, target audience, demographic, geography they are targeting and how they are able to do that. And then the last the the clutter area where is everything else fits in from the top and the mass. Everything else fit in what they are majorly focusing upon, what they are targeting, what they are speaking about, how they are targeting and everything else that you need to do. Right? So if you're totally new, new product, totally new brand, totally new startup, how to do know your start with understanding your your your buyers personality to understand the competition in the industry. How to understand the competition in the industry to know the top players to know the mass players and the others in between and how they do that and what they do right now and and accordingly their their tone of communication uh what kind of communication they are doing whom they are targeting and everything else. Right now knowing these things will help me first knowing this will help me at least understand that where does my product fit in whether we are we could be one of the top players in the market whether we could be the mass player or we are something substantially maybe these these two groups are very big fit in the other group the third group right and take the larger chunk over there or we are none of these because we are not talking about either of what they are doing and we are definitely creating a different category all together or a subcategory altogether within an industry right that this entire research will give that clarity. So all these things knowing all these things first these thing uh this thing and also the competition will help in multiple ways. How the first is it helps to targeted campaigns. Now you know that now I am able to I it helps me to because the campaign is something that where we spend money it's not organic right and if the la the better the campaign the targeted the campaign the specific pinpointed the campaign is the less money I will be spending then the more output I will be getting right so knowing all these things knowing your buyers persona uh knowing your brand personality knowing your competition and where do we fit in all of this will help design a much sharper or better targeted campaign. Secondly, it also helps if you are a bundle or if you are a just a dummy or a prototype right now or you're just testing the market or you have not yet uh it's like pre- money or you have not yet uh launched the product. You have a you have a prototype ready. You want to get ready for but before that and you want to do a campaign to promote that product but before that you have done all those things. It will help to tweak and make changes according to whom you supposed to whom you supposed to target and whether what you have created is what they want or they want something else and you can make change accordingly. And among the players where do you fit? What is missing or you want to align with any of these players or you want to be different or what is the missing what is missing in the market and what you can offer accordingly then you can make changes in the product itself before you campaign and project that a a big product or project that something on a huge level in terms of paid campaign. You can make those changes early in the stage so that you can save lot of money. Right. So it helps first it helps to define the target audience more clearly to target campaigns. It helps in developing product better and then who will explain me this effective resource allocation. If we if we know these things if we just know things before the paid campaign we are doing effective resource location allocations. anyone. It's easy one, right? If you know all these things, you know that what amount of money, what amount of money will go to this, what amount of money will go to this, which of the platform will what would the percentage on which platform if I have a 100 units to promote? If I have 100 rupees to promote, what percentage of that to which unit or which product and what percentage of that should be on which platform targeting which of the user pattern or the user type and everything else. So you can effectively then allocate the resources more smartly. You are not burning all your money on one product on one platform or all the money on one platform or x 10 number of products but you can define your products different accordingly that this platform this target audience this product fits better and to do to achieve x amount of reach or x amount of conversion or x amount of impressions this x plus y is the amount of money that I need to spend and accordingly I have three different products three different platforms three different type of target audience and then where do I need to allocate resources in terms of money in terms of time in terms of development of product in terms of understanding the market right so knowing just these basic elements will help you do the effective resource allocation uh then in the case of in the example of ours in this like do you all feel that there's a difference between an ad campaign from a Vivo, uh, from OnePlus, from Apple and from Samsung. There's a the kind of ad this you see the paid advertisement you might see on digital platforms as well are different, right? Kind of different. Yes. In in every sense and that in a way also explains their positioning in a way that explains their where do they stand and whom they are targeting, right? It always very very easy to figure it out from the campaign itself. Right. So they does it like before run after running a campaign they get to know. No, they get to know before that where they are positioned themselves and then accordingly the campaign right and then the most important factor that is you might have heard this question if you are a startup or if you if you don't have any idea or you've not done all of these things is that it helps help me know I protect and the excuse me the market fit which is the most important thing in the times we are to know about our product. It helps me to know my product and what is the market fit for my product. If I know all of these things o over there and then if I know this I would know how to right. So help me know my product the market fit and how to position my brand. uh very importantly that if I know my target audience, if I know my competition, if I know the kind of uh if I know then uh what is my target audience, if I know what product I have developed, knowing all those factors, if I know uh that what how I've allocated the resources, I have a competition edge, it will help me to make my positioning very clear and also help me get to know the market fit and in that market fit how I need to position myself, how I need to position my brand using my nothing but USP or it helps me to find at times knowing these pre-stages of paid campaigns also help me help me get to know the USP of my product itself at times when you analyze this okay where if in all these patterns if there is any problem in any of the category of the audience I'm targeting or if there is any problem in the industry itself or there's a lag or there's something missing and if my product has it at times knowing these things will help me finding the USP for my product itself and then accordingly I can create a differentiator and go for the paid campaign in a much clearer and better way. Now those who don't know what is USP I'm sure everybody knows it but just for sake of it it's called unique selling proposition or in short you can say the differentiator or how you can differentiate your product from others. Now what could be the USB? anyone what could be the USB for a product if you have anything in mind let me know right and now these things these things so knowing these things help me knowing these things help me know these things and do these things understanding all of these things better will help me define the positioning of my product right and the positioning explains everything in all ways position Positioning explain positioning is something that if you able to position your brand, if you position your brand, then half the job is done, then you know that which sector, area, field, agent uh audience you fit now and this is the this product is not going anywhere. It will be it will do sales without you doing anything right now. S sustainable in the long run. Okay. So if I if I conclude all of these things and then if I am now making a campaign I can say it in one line that all of this understanding help me understand uh if I also figured out the USP knowing the the research the industry research the audience research I have done I know the USP I know uh I have uh make my market fit I understand that which which audience it will be it will be fit better. I can then finally make a make a paid campaign. I can say how and what sorry what way to whom I need to pitch my product and it's If does this one line explains everything great now when it comes to USP never ever and now a few times I've seen a campaign as well and a few times whenever I get in in a dialogue with few people at some seminars and also like during normal college or University visits the usual answer comes is that you can pricing is our USP don't go never go pricing as your USP and pricing can never be a USP as you might have know these days people are much aware people have seen all these shows and everything else and pricing can never be an USP right why do I say Pricing can never be an USP and if you are launching a product uh or if you are you want to position your product somewhere never go for the pricing as a USP that my my low pricing is my USP. Why do I say so? you can't sustain based on pricing and also then a very very classic case of this bhat pay are you aware of bat pay yeah it can be changed over a period of time and I'll I I'll give you it can be copied by competitors yes and that's why I'm saying have you heard of this bat pay example yeah bat pay is nothing but this uh this QR code if I'll just go to Google for the like uh this this bat pay QR code for to at at retail stores which supposed to have all the logos because it's like one QR code for all the kind of payments for PTM to Google pay to everything else right this is bat pay right now what happened is when the owners started before that the PTM and the PTM and those who are not from India so this is like uh uh online payment gateway wherein you can scan the code QR code and make a payment. It's one of the easiest payment mode ever. Right? So what happened is PTM and PTM and phone pay and everything else all these other other payment gateway was before BAT pay was there and they were they used to charge 2% of each transaction to the retailers the retailer because it's a convenience they are providing at the retail store retailer store. So 2% of each transaction the retire used to pay for to these companies when bhatat pay come into a play and they said since phone pay has its own QR code and uh and and and and and pm has its own machines and sort of things why can't we have a system wherein one QR code work for everybody else like one machine or one code which works for everybody and anybody and that's how the entire setup happened. So when they were starting they said we will keep since they are charging 2% of the transaction we will keep 1% of the transaction and right uh and then Ashir Grover if you if you may be aware of was the one of the one of the later co-founder of of the company right it was not the idea was from the IIT and then they wanted somebody from for marketing and they had Ashnir as one of the co-founder right and then he said that if we go for from 2% to 1% it doesn't solve the problem for the for the uh for the retailer right because tomorrow the somebody will make it 0.99% or then 0.9% and then we can do 0.8% and then somebody will can do it 0.78%. in decimals. They can they can keep on playing and then the for they will forever be trapped in this point P some percentage game and never be able to pick up a differentiator or define its positioning very clear or define its USB very clear because you are just doing the same thing you are also doing the charging but just a lesser cost that can ever that can easily be replicated by anybody else right and that's when they they decided to launch it for free like we are not there's no transaction charges purchase we will earn in some other ways but we want to bring in ease and convenience to the users right so USP can never be the lower pricing can never be the USP don't go for pricing I'll write it down if need be over here because most of the time people do this mistake pricing is a very good tool to market and I we will learn also how to but it can't be your USP P a very good example of uh a very good example of uh trying to make pricing as a USP and one of the biggest conglome huge respect right and not that they are not aware of might be something other things happened but from my understanding this also was one of the very very important important uh key factors in the in the fall of a brand that I'm going to talk about is and a very good example of wherein they their entire focus was on pricing and trying to make a USP and positioning based on the pricing and it failed. It failed. A very good example is of Tata Nano car. How many of you are aware of this? right? This is a classic example of when a brand try to make pricing or low pricing at XUSP. uh right and I will I will talk about it if you allow me for a minute or two and explain how a big conglomerate a big brand a big aspirational product failed for many reasons but also the low pricing keeping low pricing as it USP was not sustainable and it it drops it failed over there or if anyone want one of you want to want to add some points to it before I do please let me Excuse me. anyone see uh if you all remember I don't if it was era it was time of 2005 six if I'm not wrong or maybe little later than that or maybe little earlier than that right when the Tata launched this entire nano project and this is one lakh rupee car if I'm not wrong right or two lakh rupees whatsoever uh I believe it was one one lakh rupee car which was the idea uh and the the India's cheapest car is something smallest car cheapest car is something what they started to promote now the problem with that is first the moment you say that it's a one lakh rupee car or kept pricing as your tagline you have to stay by that now when you announced In an automotive there's lot many raw materials have keeps on need to be utilized and the pricing keeps on going right. So it was very much clear that after the first batch the Tatas will not be able to keep up with the price. It's not possible because the steel cost the raw material cost the batteries uh the the engines and everything else becoming expensive. So they will not be able to continue then promoting the cheap one lakh rupee car or the cheap car or something like that. The second problem happen is the user mindset itself. Now let's say you're talking about 2005 or six. You are selling a car for one lakh or 1.5 lakh whatever the price let's say is right those who have the capacity to spend one lakh those who are in which means you are not targeting anybody who not having one lakh rupees the extreme poor. So with all due respect you are not targeting that. Now anybody think of this way apart from some people. Uh see in India is a very aspirational country right? People do aspire to bigger things. Yeah. Uh so people don't as I said it's a very India is an aspirational country. Sart also mentioned that already. India is a very aspirational country. Now imagine this in 2005 you have to spend one lakh on a car and still be considered as somebody who is driving the cheapest product in the category which means you are at the lower bottom of the pyramid of this entire cycle uh entire cycle right you are at the lower bottom which is lowest and it will it won't give you a proud feeling it will give you a demeaning feeling right that you are the cheapest you are using the cheapest product in the entire chain although you have spent one one lakh rupee car one lakh on that and whom would be trans who would be moving from of in 2005 from transforming from to this car those who are already driving bikes that's how the transition happened in India people were riding cycles then they started to ride scooters then motorbikes and then the penetration of car happened right now imagine that individual who can spend one lakh in 2005 5 he could buy the most expensive bike or the most what do you call articulated best possible engine bike in India and when once he drive that bike on the road he will be considered as the top of the pyramid some and creating a wow factor for himself wow he's he's driving the most expensive bike that is available in India the same amount of money one brings him at the bottom of the pyramid the other commodity brings him at the top of the pyramid. The other the buying a bike of 1 lakh rupee will make him somebody who is like like what do you call the trends setter and spending same one lakh rupee buying a buying a 1 lakh rupee car will making him the cheap buyer right so the mentality the mind game that's one part and that's why pricing now imagine at one whatever the cost was tata nano Because after the first batch they were not able to maintain it any which way in one lakh rupta they just sell some unit and then the price increased to roughly around two and a half lakhs to three lakhs. In 2005 Maruti alto also happened to be costing around 3.5 or something. Marauti used to still sell huge number of units and after the first few batches Tata Nano failed because they continue to say cheapest car in India. The pricing difference was hardly any while Maruti 800 was focusing upon more on mileage and it's like India's first car and all other aspirations value along with 800 while the Taton Nano was still selling the cheapest car in India. How howsoever the composition was the same and that's what family car first car efficient car fuel efficient car whatsoever you talk about the price difference was hardly any there's marginal difference in the second batch of Tata Nino and Mari 800. So there's not much of price difference but the pri but the but the the positioning difference right while one choose pricing to be their position the other choose differently. One still runs in the on Indian roads the other one discarded long back. Can you make the difference? Yeah. So that's why pricing can never be the USD. Yes, we can use and we're going to talk about that you can we can use pricing in a different ways for our promotion for our creating campaigns and different ways of pricing different pricing but not using that as an USP and continue doing that and promoting that in advertisements that will be a disaster. The moment you'll choose pricing as your USP and do in the paid campaigns you are burning money in two ways. First you're burning money in making the campaigns uh and running the campaign losing the audience and also losing the product value itself right so in short if I can say that you can't now this is just a jargon but it's created by me so I love to say that anywhere I get a chance sell aspirations because in India at least in India not because in India people aspire have to look bigger. Even if they're spending 100 rupees, they want the best out of it. Right? You can't be tagged that I'm spending money also and I'm using the cheap product also or I'm buying the cheap product also. How many of you would want to do that? Rather, I'll buy a product with the same amount of money that will give me some gratification about myself. Right? That was the that was one of the reasons of Tata Nano Tata Nano disastrous failure. All right. Uh yeah. >> Okay. So while we're going to talk about from here on further about the other topic uh how many of you would like to do an activity quickly a very interesting activity related to the topic uh utilizing your whatsoever we have learned so far and also in this session. Can we do that? How many people we have here? What about others? It will be very interesting for sure. That I can guarantee. Okay, great. So, let's let's do uh let's let's practically utilize this in a way. Uh what we have to do is uh what we have to do is let me think over. Okay. So you have to you have to define a buyer's persona like like you let's suppose you have done a research and then you have to pitch it to a client a buyer's persona that ideal what you have discussed an ideal buyer's personality for a product which I'll give it to you so you have to define the buyer's personality and a paid campaign strategy. Okay. Okay. All good. Only thing is when you make a buyer personality, now what happen is that you need of course everybody will be drinking drinking water and since it appears to be like that anybody could be the the ideal customer for that. But when you need to build a buyer personality and then when you're thinking in line with uh that's why I was writing notes when you were saying uh when you have to decide based on the paid campaigns you need to filter it down further right you can't sell it to everybody even though everybody may be the market or the audience for you right so you start with age group because I am eco-friendly water bottle now you have to define when I'm selling eco-friendly water bottle how I am selling it. So there are catch that I will be selling online because I will be doing platform based campaigns if I said now can everybody will be the audience for that? No. Maybe people who are above the age of 45 50 or our parents age not shopping online they prefer going to the stores and they don't spend time on Facebook and Instagram and on Google. Right? So that's not my audience because see one thing is the cause which comes out from this bottle because that's why you think that everybody could be the audience but the other thing the that's why there was a trick like kind of in this in this kind of in this product itself right the other catch is that you are doing it for strategies for paid campaign and then you're building the personality. So cause is one side but you have to think from the perspective of defining and designing a campaign. If you see that what all we have discussed that you build a bar persona later on so that you can have the best optimum results. Uh and here somewhere we wrote we know our product and the market fit how to position my brand uh what is the USP and more importantly the right target audience and effective resource location. So we have to define then based on all of these. So what happened is maybe if I would have done that I would say my target audience would be age group between say 20 or 19 to 30 35 all those college goers to the office goers because that's the one who carry bottles day in and out and travel because I'm selling bottle not water I'm selling eco-friendly water bottles water is the need for everybody maybe water bottle is not for everybody that's one way then uh I'll be targeting a income group let's say upper middle class those who will be working for this because I have to design the campaign based on this target audience and who will be able to buy that since it's eco-friendly water bottle maybe there I I'm I'm using paraben-free plastic or whatsoever that comes later on because remember the bio personal personality and the competitive research also helped me find out the product fit and the product development itself so based on that I would say that upper middle class because since There's a price attached to the product I'm selling it. I'm not doing any NGO work. Who will be this will be the target audience who will be having this kind of this kind of payment bracket or position or designation. Then comes the personality which we talk about. So the personality comes from the social media platforms. Those who somebody like the environmental friendly, environment conscious, liking those kind of pages are also sub or duplicate audience could be those who are into health and fitness uh and talk about those things. All right. Third duplicate or third kind of audience would be those who are techsavvy who want quality over cheap products and ready to pay the premium that will come out from the interest point of view from those uh social media groups and also the Google analysis that we do. Uh then comes the pain points that comes from the interest somebody share anything about the durability uh the plastic use and the pollution it's causing even the plastic that they are using or the steel case using are not totally health free uh health uh you know they do not they have some health causes to it and then comes the point that at personal level they want to reduce their personal carbon footprints and all those things and after that comes the buying behavior and since we are selling online to somebody who shopped from Amazon Amazon, Flipkart or or any other online platforms. uh those who have mentioned re reviews uh those who are buying eco-friendly products and then comes that will define so then I will able to say that okay my my personality is my papayas persona would be around say Monica and Jitendra I just naming it Monika and Jitendra uh who are between age of say 17 to 35 uh they are they are living in uh in metro cities or tier 2 cities is working this this at this position at these roles. They are uh they are middle- class or upper middle class individuals, high netw worth individuals. They are ready to pay premium. Their social media analysis and the kind of industry they are into and the kind of industry we are into highlights that they could be a right fit. They shop online often uh blah blah blah this and that and they also have shared their interest on social media platforms and on on Google. They talk about sustainability. one of their post I was talking about that they're lacking pages in that category and hence that's the ideal customer for us. That's how we build buyers personality and then the ad yes that you have created that's fine with you. Uh we understand how to build buyers persona and why it's important. What are the things that we need to take care while building a buyer persona and why it's very important for a brand for any brand be established or be it be it a new one uh in the market getting into it and what are the things when it comes to when it comes to building your bias persona one should know about the audience beforehand uh and also uh it's important to know your compet competition to build the bias person as well many times you might not have the data sometimes you have the data. But in both the case, either of the cases, excuse me, in both the cases, it's very important to know that how the industry plays a role, how your competition is playing the role in that. uh you have to know about your uh your top players what is who are the top players in the market who are the mass players in the market and how they are differentiating between and what's the what what are the other players in between the mass player and the other players or the big player and the moment you'll able to categorize that you'll figure it out that everything about these players in the market in that category is different from their campaign style to their headlines to their tone of the communication to the kind of budget they are allocating everything you'll find will have some kind of differentiation into that because that that helps if I have written it earlier that helps to to figure it out for any brand or for any product is to find their market fit and that also is since it's a secondary research we could do we could learn about it for our product also uh doing a competitive competition or the industry research and we'll able to figure it out that whether in all these categories is where do we stand? where our we where we can align our communication, our campaign, our money and spend the budget accordingly or we are not aligning in any one of these and then we are creating something else all al all together and then accordingly the resources will be because if you're not aligned with any of these and then you're totally starting a new category uh then you have to spend more money in terms of paid campaign you have to then go back to the boardroom uh make few things well aligned before you start spending the money uh to promote the part right how it helps it helps to create targeted campaigns as I rightly said as I said earlier as well it also helps to product development because based on the understanding if you have not launched the product you can still go back make some changes many times what happen is the real idea is different the real idea of the product is different but to make it acceptable in the market we tweak the idea we tweak the product in a bit that it becomes more uh better acceptable in the market more what do you call can have more shelf life can have more reach can have more potential to improve uh improve customers life sort of things then we have we need to teach because you cannot go always with the raw idea or the raw product idea that you have in the mind right uh and then it also helps to effective resource allocation knowing if you have three or four products or knowing which product which platform which kind of budget will work where how to which audience we'll be able to allocate our money, our resources, our our our labor accordingly so that we will get maximum out of output of it. And if we are able to do all of this, it definitely gives a competitive edge compared to the competition to us to make our positioning better better. Once the positioning is better, everything else falls into place because if you're able to position your brand or your product better in the market among the target audience uh wherever the target audience is, then all you need to do is to give that final push to convert and to make the sales happen. Uh also it defines what kind of communication and you know what differentiation we can place in our ads. This I already explained also. So always emphasize always utilize all of these things and try to cover it up with the unique selling proposition. What is the differentiator compared to all other industry players that is there in the market in your category? uh and and then then that's when when you have all when you have all these things list by list available from your basic indicators or the matrix the macro matrix rather to the consumer behavior uh to the buyers persona to which platform to how the competition is to which player is doing what which player is communicating what which player is differentiating how and what is my differentiation. If we when we have all these things then is the right place when we can be able to pitch our product or create a good campaign deciding upon how to do that in what way we should do that and whom we need to sell the product right and in doing so we also understood that pricing can't be your USB pricing is a very pricing plays a very important role rather in the entire communication channel in the entire setting up a campaign pricing plays a very important role to promote for promoting the product for the campaign designing for for design for for pushing the the product to the market or whatever kind of marketing activity you do but it can't be your USP it can't be the differentiator while at the periphery it it does plays a very important role and that's why if you remember the initial the first course that we done about uh the digital marketing landscape we learned about product price place promotion and price was the important factor of it. It's important factor along with the other piece but it can't be the differentiator standing alone it can't be the differentiator and we have learned with few examples how and why it can't be the differentiator right uh after that we've done some uh activity we'll try if at all it alive at all whatever we have covered today if it aligns with that I'll think of some today as well and we'll do something if not we'll see how it goes and that's all we have done okay since we know this is This is one of the important aspects of the entire marketing. Uh product price plays, promotion in that price plays an important role and we are also talking about uh we are also talking about uh uh pricing as a strategy in terms of paid campaign right what all type of pricing you guys are aware of are you is is there anybody who's aware of pricing strategy how the pricing has been decided and everything else. See there are multiple ways a brand can price itself. A product can price itself and at times pricing become the strategy to market your product and and in most cases pricing is the strategy to make uh uh pricing is a strategy to make available in the product and make customer decide that what they want to go for and how they want to go for but again do not mix it do not say that just yesterday I said that pricing can't be the differentiator and you can't you can't say pricing can be USP. I'm not saying pricing is the USB. I'm saying pricing will play a part in the strategy or you can define pricing as an strategy to go in the market and the the users can decide the product according to the pricing at times, right? And that's what you learn the different ways product and the brand price themselves and also market it with example. We will try to understand that. Uh so the first one is the very basic one. First we know what is pricing is. So it's cost plus margin whatever you add to your product that's it is I know this is not a finance class so uh but just example cost of your manufacturing your service your product and any margin that you add is become your pricing your pricing to sell your at what price you will sell that is the pricing right now the very first one is very first pricing is nothing but competitive pricing compet ility pricing. This is this is nothing but very easy one to understand. You just do the market research. You know what is the average average pricing of all the products in in that category in the market and then you don't want to go uh you don't want to establish yourself as a cheap product comparatively lesser known product or less product in the market. The the mistake that Nano has done because Marty Eld was already there and they were not selling at a at a low price. Now their aspiration was different but since that that made a tag of cheapest car and that that failed the entire product right so don't do that mistake competitive pricing means you do the dipsticks away you do the entire market research about the industry about your competition guys please let me know if I'm going a little fast or slow I'll accordingly change myself if at all anyone feels that way right uh you know that uh this is this is this is the this is the pricing whatever the pricing is and where do you want to play in this category you check the average pricing and that's why you might have seen and again I keep on uh giving you this example of all these shows right where in Shark Tank or uh Dragon's Den and Elevator Pitch and whatnot they keep on asking how pricey or how economical you are when it comes to your competition why uh in such a show also So for such all businesses they keep on asking this because pricing does play a role that how you want to first how you are placed with service with your competition. The second very aspect come out from the pricing is that how you want your brand to be perceived in the market and that's why I said pricing plays a very important role when it comes to marketing your product because that also defines that how you perceive your brand and how you position your brand in the market or your product in the market whether you consider yourself better than the others or you want to charge a premium and you are then positioning itself as a premium product because once you position yourself as a as a as as a premium product and if it's become established the chances are to then bring it down would be tough. A very good example again some of you have my have already said that one of my favorite brand that I give example is of Apple. Now Apple has positioned itself and priced itself at a very premium category, right? It's not competitive pricing. They kept ahead of the competition, a little higher than the competition. And to a great extent, it worked for them. But also uh nobody talk about that or maybe nobody have noticed this but if you if you just think and realize it, Apple also tries to then to some products bring down the prices, right? and they launch some of the mediocre products like SE or CE kind of iPhones and all of these phones never get succeeded because once you place yourself there even if you try to bring the price of the product to do so what you have to do is you have to launch a mediocre product because you can't now totally make the product price of that product half to what you have positioned yourself right and at times to increase the volume to have a larger penetration like Samsung has it and Samsung never have it never positioned itself as a premium premium phone or or a somebody which is a higher high category phone even though they have it but most of the time their advertisements is to all kind of phones and when they promote their higherend phone they promote the feature not the price and also they compete it with they show it in a competition with the other ex other premium brand but how they are better so that's how they position it and that's where the Apple have a drawback when it comes to com when it comes for them to advertise themselves. They can never be a mass brand in that sense to promote them to become a mass brand. They have tried a few times to launch CEC and I don't know those a colorful toyish fonts and they failed miserably. So that's what is the problem when you start to establish yourself pre not a problem but if you treat yourself as a premium you have to then be there a very good example right now which is with the premium pricing happening because of all this tariff wars between China and US right so all these brands keep their they keep their product as a very premium price and they can't lower it down because of all this tariff now all the Chinese manufacturers are showing that they are premium but they actually just manufactured that like any other bags and getting manufactured in China itself. And since they are the 100 times or 200 times more priced in the market than what they actually uh the value is now they're the valuation the price uh the the shares and everything is falling ap falling apart in line with the customers right so premium price good because you get max more margin and you get benefits out of it but you have to keep in mind that once you charge premium the chances to then become a mass brand and chances to then categorize yourself down when the times are bad for you will be very very tough maybe you don't need to and most brands who have established themselves as premium they don't need to and they don't want to become a mass brand but I'm just sharing it from an example point of view okay so the comp then then that's why most of the time most brands and the most products whenever they launch into the category they keep the most commonly used pricing strategy is competitive price pricing strategy they just keep the price as standard with the with the industry so that the compet ation can't play them around with the price that okay they are expensive or they are cheap because if they ridicule them about the pricing they are ridiculating ridiculing themselves also and these kind of pricing strategy is first I'll write add bar with the compition one second guys so This kind of comp pricing strategy is largely used in the low at times mostly in low ticket low ticket size of products. For example, you launching an uh you're launching a a bathing suit, you're launching a shampoo, you are launch you are into a category of ice creams, you are launch you are into uh packaged food, right? And largely it's the most commonly used regular the the repeat is very fast uh and the ticket size is less. That's where the most comp mostly this kind of comprising strategy brand use is right value based pricing most of the most of you are aware of most of you might see it why I'm I'm giving this examples also which kind of product maybe tomorrow you are working for and if you have to make a comp a marketing strategy and pricing will play a role in that then you should be aware that what kind of what kind of taglines and the campaign keeping the pricing strategy in mind you can design up to these things may look unrelated But when you commulatively look and sit across everything comes uh comes into one place right. uh value based pricing is mostly uh into the software kind of products SAS based products online courses online softwares many times the tools and the CRM platforms that you buy or any other kind of digital platforms or digital application digital use case OTTs right all those SAS based value based or softwarebased kind of mostly that's where or subscription based based, right? That's where the value based pricing come into a play which means they are premium based model at times or as the prices will be the more the value will be like for example for some of the tools that the free version uh like we have you have tried a few versions super suggest and all those things in the past in the free version you have a limited access if I'll get a license of $100 I'll have all these 10 things that I can get if I'll get full subscription or 100% thing I have to pay a bit extra maybe $200 and everything I will get it. uh same is with the audit platforms like you know maybe if it's Amazon or Netflix like how many screens or uh what kind of access you get you can't get the premium you can't get the premium launches on Amazon if you only having the 100 rupees 100 rupees uh 69 rupees subscription if you want to more you have to subscribe for that uh same is for with platforms like salesforce or cloud platforms wherein uh with with with basic basic plan you will get XY Z things with basic plus few more money that if you spend advance like for example if you go to um like these ones right you all have seen these many of times we land up we land up on a platform like for free trial you get this for basic plan you you have to pay this for pro plan you have to pay this for business plan you have to pay this this remember this everyone on these kind of plans on the and you get these primarily on on on uh softwarebased SAS based kind of platforms like like HubSpot. So basic the free version is for $0 and then oh this is a 0000 something like this wherein basic plan with not no amount pro plan with $9.99 a month and a business plan for $15 a month wherein you get every every excess such most as I said SAS based platforms and all sort of things are usually using value based pricing right wherein Right now this is the only category value price based pricing is the only category where you will see most of the campaigns also can be designed around the pricing yes or no because it's there on their platform itself. It's there on the campaign itself also that pay pay 199 for a uh for business like you go to subscription for Netflix or or or Jio or hot star or prime these days pricing become a marketing a promotional promotional property. Yeah. is this kind this is kind of a pricing strategy for subscription as I said subscription based or SAS based platform cloud-based network wherein you have to first and and the idea is why is value based pricing is largely in the online services or SASbased platform because the idea is there's nothing tangible over here right so and subscription is nothing tangible you just get to see something you and and all sort of things you're not getting anything tangible so why the the premium pricing they worked most of these are work on Premium pricing is like free and then basic and then pro and then business and plan also the things is because that you need to first make customers give a taste of that make a a hook of to the customer that you know they should use it right that's why they give it for free initially like on YouTube also there are people who like Spotify it works on the premium model right you have to you have a free version as well and then you can also go for the subscription based premium model also on YouTube like some of most of the content is for free and then there are also paid version of the YouTube uh and so on and so forth right similarly for all these tools like that we have done for the for the keyword research and sort of thing so that customer can use it for free and get to know that what is the value in the free version itself it's it's doing so much of good what will be there and then they become dependent on that and need more and more value out of it since they are now dependent on that and they need more value, they need more dependent, they need more content out of it, they go for the premium, they go for the paid model and also it's try first and then pay later kind of model, right? So that's why this is called P pricriced based on customer perceived value. Once the customer perceive value from what they are using and they see the value in going for a paid version of it, they will go for it. This is the industry which utilizes mostly which runs mostly on value based pricing. So if you are working for if you are working for any client which is into uh which is into uh uh SAS based cloud-based kind of a thing you have to work on that right then come the third pricing strategy is very common one also price scheming. What is price scheming strategy or what is price scheming? Might have heard this term some at some point in time somewhere in the corporate world or something. But any idea what is it? Okay. Now price is coming if I'll give you an example it's mostly and highly used in categories of electronic goods and electronic goods which includes mobile phones right and that's if I by now you can get to know what does price scheming strategy means it means that whenever the product has its USP or whenever the product has has its newness right and it's the thing in the market or new thing in the market they keep the price at the maximum at a high level at at highest level for example any new AC or any new mobile phone like iPhone 16 has been launched last year or Samsung S24 has been last the latest phone or Galaxy I don't know Samsung sorry Android Pixel as Google Pixel has been launched Now there are the top ed phone and before there's nothing beyond that there's nothing right now available better than that right so they keep the price at the top most level and try to maximize the profit as much as they could right and in that case it's also about showcasing yourself that we are leaders or we are leading the category and also we are best of the best in the category it could happen in any category for example in any other electronic products like for example 2020 25 a brand called let's suppose Dykin or Panasonic launched an air conditioner which has much better feature than any of the other ACs which are available in the market and also saves a lot of electricity or saves a lot of power consumption that indirectly saves money better cooling or a refrigerator by Walpool or LG or anybody which has some advanced technology that none of the refrigerator has it and they have launched it for the summers of 2025 and now and in the electronic goods you know that as the product is launched every other brand which is every other it's a cluttered market every other brand which is there in the market will come up with that this you can't secure a patent because something some tweaks here and there and everyone will have it right like suppose the AC or the phone or whatever I've said like like Apple has lot of patents But the moment they the Apple launch a phone the very next week you will find all these uh OPPO Vivo and all the phones have similar kind of features into their phone right just a bit of tweak here and there and they do that right so be it AC air conditioners or coolers all mostly electronic goods some let's suppose a a shaving trimmer which has some unique feature you just guide it and it does it you just sit and it does it on its own it make a style on its own right and it's It's a unique feature, right? So when they launch it, they keep the pricing high, but they know that they can't they can't keep the the price as much as it is right now for a year. They have to slowly bring it down because then the next version or even the same version the the other version. 20 of the same product will will they need to launch to remain um re remain considered in the market. Right? So when the in six months down they they keep the price for six months they skim as much milk as what they they should keeping it a very top level and then they slowly reduce it down to penetrate the product to the other set of audience who are not able to afford it to the audience who are ready to pay the premium. Right? So they try to get maximum amount of money that they can reap the benefit out of a product is called price scheming. keeping the high for those who really want advance and being want to be ahead of others. Then once that market is tapped and they know that everybody in that category have already bought the product and now there is no buyer they slowly reduce the price so that the other layer of the buyers who could not afford it at that point in time can buy the product 6 months down the line or one year down the line and that's what I believe in India you might have seen most consumers do that right with Apple phone so they wait for the new phone to launch so that the previous one become cheaper the price is reduced and they buy so When iPhone 16 was launched, it was not the iPhone 16 after the next month who was selling the most number of quantity. It was iPhone 15 which was sold the most. Do you guys know that? Yeah. That's called skimming pricing because there are set of audience who always wait for the prices to drop and they know the prices will drop in this category and that's the time I will buying that buy that and in some cases even even users delay their buying uh uh uh delay their purchase purchase thing that okay let the prices drop right same is it be the case for the AC same could be the case of like air conditions right now at at the top most prices if you go to a mall you want to buy an air conditioners uh easily you will spend for for anything for a for a 1.5 ton or something easily you could spend 45 6 45 50,000 right uh by the time six months down the line when the India will hit into its winter season the prices will drop so at and then there are few people who whom will buy it for the next year not maybe this year right that's called skimming pricing clear about skimming pricing what what does it mean price is high. Now you all know now get to know that what is skimming pricing but what is the how to use that we our job is not to know the pricing part our job is how to use that when it comes to marketing anyone how you utilize that discounting right this is what they maximize the benefit of of of benefits of these products is when they launch they don't talk about the price whe that point in time they talk about the features to justify the price. So the price remain a hidden constant and it's all about the features and that point in time the advertisements that you will see even in online or anywhere is launching all new with this features razor blade titanium platinum to thorium is been used in the body of for the body of the phone the most durable material this this gorilla glass and whatn not the fastest shape bionic this and that everything that you will hear but not the pricing right that is for the initial 6 months to one here. No price mentions just the features that could be phone that could be AC like you know hea uh hea filters and one eight level convertible mo modes this swing that swing very very low on low on power uh this this feature has been added it it it also purifies the air on its own it keeps your kids safe no biohazardous chemicals what not that You will hear about same is with the fridge or whatsoever like all the things that is there on the features AI features and all sort of things that you will hear about that 6 months down the line feature will be there but suddenly the ad is the most advanced phone or the most advanced AC or the verbal is now at now at 99999 and the previous price will say cut and you know for $999 offer limited or something like that. So then in that case pricing becomes a a a role play a role to advertise and promote the product which is already been there in the market and is now an old product for 6 month or one year old product to sell that pricing becomes a a tool right pricing plays a role in the marketing strategy that how to strategize and at what point in time you have to bring this this pricing strategy to promote or advertise a particular product. Yeah office banks and all those things these days are there HDFC is very very often providing all like uh immed instant cash sort of thing these days you know penetration pricing is very easy when you have to enter a market and you are a well recognized brand already but you are into a different category maybe or you are deep pocket where you can play the pricing game now remember I said pricing can't be your USP and this when I'm talking about you can play around the pricing doesn't mean that I'm using it as an a USP I'm using it only as an entry to a already a market where the entry is almost impossible or tough or already very cluttered and to give me a breakthrough I can play with the pricing to penetrate in the market but I am not saying that I will be cheap I will nowhere in the communication I will say that I will make Sure that people will get to know that this is just an introductory price and that's where you hear that offer limited till like you know for to early adopters or for early movers or something like you know uh uh new joining offer or something like that. It is just to enter the market or early early buyers that is that comes with a limited tag that this this marketing with the penetration pricing where you are playing around the pricing to get into the market is with a limited tag. Nowhere you will find the communication saying that we are cheaper than because the moment you say that we are cheaper than the other which is which means it's a constant thing. When you say it's a limited time offer which means it's just only for 15 days, 20 days, 1 month and after that the pricing will be revised. So take the benefit till the offer is there. There are two different things clear to everyone. I'm just making it clear that I'm not talking about this as an strategy of for a long time. make it at par with and and that's what called penetration pricing a very good example sa already mentioned I believe sard mentioned it yeah jio right when jio wanted to enter the market they keep it for free or very low almost negligible the pricing is but today if you see they are equally expensive or at par with the competition right at times they are the first one to increase the price and then the others are following it to to increase the price right so when when you are in that kind of a category. For example, uh this is again uh depends. It can't be it can't be in a uh say it's good in a real estate kind of a market wherein you do the launch offer and then you can do that. It's also good in uh fastm moving consumer durables at times. is also good in when you are uh when you're entering into a different category uh or maybe it's good when you are totally a new kind of a technical product where you want to enter and and disrupt the market. It's these kind of industries this this works well right and that's called penetration pricing. So you know that which kind of which kind of a campaign and how to promote that your story if you're into that category and if you're launching a product how to do that right uh I will not zapto all all these all these Zepto is doing it blinket is doing it because they have to enter a market of e-commerce and disrupt the e-commerce market to make it a quick commerce market you'll see lot of lot of initially discounted uh a very good example of this is also for penetration pricing is I not many people say that but Uber and Ola is also very good example right if you remember when we when this Uber and Ola came in Indian market I know Uber has been there in the European market and in US for a long time but when they enter the Indian market uh the first ride was free or 50% discount on your second ride uh ride because they were bringing the change in the behavior of the customers of our Indian customers now I don't know how many of you are of that time how many of you are totally new new and started traveling out after Ola and Uber. But if you remember back in the days for example for me to give an example of a city in Mumbai right if you have to travel and you have to there was nothing called pick up from a door like Uber Ola and Uber do that. So you have to go out and if you are like living in whichever region of Mumbai you're living in if whether there are auto rickshars are allowed or whether there are taxis right you have to ask at least 10 to five or at times even more auto rickshas and taxis uh that whether you will go to this destination or not they were very rude at times they say no we will not you have to spend uh a few time if it's hot in the afternoon uh then you have to spend some time then they keep on rejecting and one fine taxi guy or the ricksha guy will may have a mercy on you and accept that okay he will go and then you board the board the ride uh is if anyone of you have experienced that the same was the case in Bangalore maybe the same is the case in Delhi that you have to chase the autos and the taxis right and and we were okay with that because that's was the lifestyle that we used to live and or otherwise you have to choose the public transport uh same is in in Kolkata but then Ola and Uber came in and Then they have to change the behavior how we see uh traveling within a city and how we have to use it. So they have give huge discounts and offers that first ride free and and and the the feature itself was very great that you have to book it from your home sitting at home just from an application when the when the cab or the or the taxi is waiting at your doorstep that's the time you have to go out sit in an AC because earlier there was no AC cab also right and it's they are giving an AC ride convenient safety doortodoor pickup and drop and all of that with an air conditioner and at a half at half the price or almost free compared to the a tough ride in a taxi or an autoic sign uh on on those roads right so that that was a gamecher for them and they have disrupted the market first they are giving a lot of facilities doortodoor AC safety with a very half with a very uh less price compared to what taxis and autos are charging or almost at their price but with more more features to me right and that's the penetration pricing once they have penetrated uh now you don't see that kind of discounts that you know next ride we'll have 100 rupees discount or 120 rupees discount it's it's expensive now traveling in caps is expensive but now they have made the change now they have made habit change now today if you have to leave let's go 15 20 kilometers and you don't you are not a person who who travel by the public transport it's almost tough to think to go out without thinking of Ola and Uber right you book your cab first, you book your taxi first and then you step out. Yes or no. So that's that's about penetration pricing. uh and that's how when you are in that kind of a market or you when you are you are helping that kind of a client you can come up with a c certain campaigns also on online and app based I remember people remember only the the holdings of Uber Uber and Ola but they have done a lot of app based promotional campaign and that was all penetration pricing campaigns to enter the life of the customers and make this habitual change in their life. Yeah, they have not made people addicted to the comfort. Addiction comfort is such that it's by nature it's addictive and that's all the that's all the reason of success behind Ola or or Uber or Zumato or Swiggy or or Blanket or Instamat or Zeppto. Comfort by itself is an addictive in nature. uh air tickets very rightly said see as the moment I mentioned that you don't have a lot of loyalty needed to be very honest you are not loyal I mean a few might be don't take me wrong in that case but none of us are very loyal to Ola or Uber right at the end of the day till the time the cab is good and I'm getting drought from point one to point B and if one is charging me let's say 500 rupees and the other one is charging me 800 rupees I will go with the one who is 500 rupees in fact I know so many people in like corporates and everywhere else before they booking the cap they check both the applications and wherever they get 50 100 rupees cheaper they book that cap how many of you do that be honest to yourself and there's no shame in that I uh it's totally I mean you have to you have to save your money at if you're getting any services the same services at a cheaper cost why not how many of you do that right always compare both the apps Ola or if in some cities there is some there are a few more apps I I believe in Bangal There's one more app these days like go ride or something. Yeah, go ride or there's one one app which I when I was recently in Bangalore I used it. Uh somebody have suggested me Rapido also. Yeah, Rapido. Rapido is in in Bangalore also if I'm not wrong or some other app in Bang Bangalore also. Uh Gita is always uh sorry uh OJ is always Uber. Okay. in drive is also there. Right. Right. Yeah. But how many of you So since since Ojas already said that they only use Uber, how many of you always compare? Always compare. Like for example, when it comes to Ola or Uber, I am only Uber guy. I don't have even Ola app in my phone. I used to have but it's been two two and a half three maybe more than three years I don't use use Ola there are reasons to it uh so I don't use use Ola now I only use Uber and in in a way I have figured it out that Ola in which way is going to mostly either expensive or at pass so I don't now need to compare and that's why I don't have Ola in my app in my phone I only use Uber right but there is no harm most people compare that uh also the same is the same is the case with let's Say Zepto and Blinket. How many of of you compare for any commodity or if you have a bulk bulk of commodities? Do you guys compare Zumato and Swiggy? Yes. No. Or you are like brand loyals, right? Also the case with whenever you book a flying ticket. How many of you compare from different platforms? Make my trip go ibo uh what you called sky scanner and different platforms or you're like no I have to book my ticket from make my trip whether even if make my trip is charging me a,000 bug extra do you guys compare or you don't you guys are brand loyal of make my trip or particular right oas is one brand man but most of you all compare right I mean for flying ticket even I compare I always compare with make my I I open at one go all the two or three if I am booking if any of those who are inviting me or any of business trips I do I don't care but when I am booking I do compare all two three platforms at least because what happen is in most of the times some platforms give me a discount worth of 100,000,000 1500 rupees which is a good amount like 1 1500 rupees would would be a good amount for me to uh to enjoy a meal at at the airport right why not so I do compare that it's very interesting it's very good thing and that's where the dynamic pricing come into a play dynamic pricing because the brand also knows that the the brand also knows that mostly the most of the users are not brand conscious in this category because they do not have anything tangible tangible to offer and they know that it's a price sensitive industry people will compare to to us so they whenever they get the chance to to get the benefit the maximum benefit They will increase the price whenever they see there is nothing they will keep the price moderate and the price there's nothing called fixed over there yeah that's their if you search many a times the algorithm do notice it and and change the prices accordingly that's why uh when I book a flight ticket I mean I uh with Uber it happens with Uber in fact it happens Uber and it it also happens if your battery is low of your phone battery is less you will you will get more price. How many of of you guys are aware of that fact that if your battery is let's say 10% or 9% all of a sudden your price prices will be very high because they know that you are in an emergency situation. It happens retain when you if your phone battery is very less and you are at a situation we are a location where you you're booking a booking a uh you're not at your home or you're not at a location where you can charge the phone and you have booking a uh booking a cab your prices will be higher let's suppose if the normal ride will be costing 500 you will have to pay around 700 800 rupees. Yeah, that's what that's called dark darking or dark secret of online app something like some Tom is there, right? So that's yeah that's the now established phenomena that prices are always higher on iOS devices than an Android device. But there's battery less. If your battery is less 10% or something and then if you booking tickets, you will end up end up paying more because they know you are in a situation where if in few minutes you'll not be able to book or you'll not your phone will be dying and uh then what will happen? So they increase the price and that's why it's called dynamic pricing. Depending on the situation, condition, need of a customer, the prices fluctuates and there is no loyalty because you are also not loyal to them to be very honest. You will also look for the lower price and they will also try to get the benefit. Whenever the situation arises, they will try to get the maximum from your pocket out. Right? Airline is a very good example. Uh Olber is also a very good example of that. uh all these quickcommerce platform are a very good example of that and you all agreed that you all do come do the comparisons. So we clear about that. Then the last one which is which is a very easy one called georing. Now this is this is two ways we can define that. uh two ways we can define that is one is a few of the products where the manufacturing itself is happening they keep the cost low while uh when they send it to the other within the same country you will find a different products a different price of the same product because the logistic cost come into a play for example if you buy how many I don't know how many of you have have have practiced that but if you buy all of you are aware of amul milk packets the packet milk of ammun everyday morning you can get it right. So if you try sometimes if you just buy that or some of the bread that you buy you will find that there are two prices mentioned on that at times that uh let's say rupees 30 in Gujarat and rupees 32 in rest of India. Have you ever have you ever read read that kind of that kind of line in any of the products in some of the products? Yeah. Yes. Right. So that's called geopricing because geographically they keep the the same commodity but the pricing is low. That's called domestic pricing different. And then the there are some international products also. Uh first we understand this. So am there few like whips bread whips bread is from I believe is from Mumbai. So they keep the pricing in Mumbai different and then the the pricing for other India is different. Newspapers also do that. Yes. Uh whenever if you have if any one of you are having this uh what do you call prepaid SIM cards right the pricing for Mumbai and Goa circle and rest of Maharashtra circle is different. How many have noticed that? If any one of you are from Mumbai or or Goa, right, you will notice that uh while the other like the metros are not part of the the state. So if you are if you are if you are recharging your phone for Mumbai, ideally it should be Maharashtra circuit but the rest of Maharashtra is different and Mumbai pricing is different because Mumbai is something like that. Let's let's avoid those patrol and all because that's government control. There are uh there are government charges into that. Let's talk about the brands itself like petrol pricing we can't uh say much about that right so so that that's kind of geopricing domestically so this plays at two levels one is domestic and then international international I I don't give much examples on that but a very good example of that is Netflix wherein a Netflix for a common basic plan of Netflix in US will be costing around $12 if we convert with the rate today. So say on an average let's say 88 rupees of $1. So that would be roughly around 1,000 rupees of Netflix subscription right while the same Netflix with all almost same kind of content and everything else you can buy in India for about 200 rupees. I don't know right now it's 200 rupees or something right? Yeah. So the huge difference because of they because of the kind of audience, maturity of the audience and also the purchase parity of the audience the prices differs. Not Netflix have to do the soft server this and that service everything there in India as well for them but they keep it cheap also the volume game is there we can say that but from 1,000 to 200 there's a huge difference right so that's called that's called geopricing I will just mention about example bread and milk and then also subscription based services like Netflix. And last but not the least is called bundle pricing. And this is what the most one of the one of the most one of the most used pricing strategy by the marketeers like us. We use it so often. What is bundled pricing? And this is where you can trap the customer. Not I would not say the trap the customer but how market how well the pricing strategy has been used by the brands to keep or hook the customers do not let them uh let them go and also make them spend more than what they have came for and you all are part of it being a marketeer you all do that I can say that how have you all experienced that you go to a portal let's say flipkart Amazon on uh or or or no no not bundling with established product. I I'll tell you Flipkart, Amazon or Blinket or any of the other the Zeppto you go to and let's say you went there to buy a dozen of egg or something. Let's say not the Flipkart Amazon just Zepto and Instamart, right? You went or blinket three platforms. You went over there to buy a dozen of eggs and then you get a message that if you add 100 rupees worth more of product, your delivery will be free. Yes. The moment you add 100 more, if you add 20 rupees more, you will get this product item worth 50 rupees only at 20 rupees. So you'll add then again 100 40 rupees more right you add that then in at the checkout cart you are very close to get a gold membership for next 30 days if you purchase for rupees 500 you'll get a gold membership for next 30 days so you add 100 rupees more happens with you yeah and it All started with only to save that 50 rupees of delivery charges. To save that 50 rupees of delivery charges, you now and you only wanted to buy a product was rupees 70. To save that 50 50 rupees delivery charges, you spend end up spending 600 rupees. And that's the power of bundle bundle pricing and that that's how the marketeer do that. That's how we people design the pricing and that's how we design the campaign and the messaging on these app. You all will do that the moment you will work for any brand or any of the sales promotion campaign. Yeah. So remember that and that's why I said that this is one of the most common pricing being a pricing part mostly used by the marketeers and the advertisers like you, me and everybody to design it in a way to get more and more customers and increase the ticket size. order value. Heard of this term the order value? What is the order value? This kind of pricing helps a lot in increasing the per order value per customer and that's the job of nobody else but the marketeers of we marketeers. So to ensure that the average price average ticket size or the average order value should keep on increasing. Yes, this also this is the online case offline you might have seen this that if you go to McDonald's or Burger King or any or KFC there always a meal pricing that if you buy if you just want to buy a burger let's say of 100 rupees 100 rupees uh you will uh and you went with that intention of buying a burger itself but you will go over there and the guy over there will also say that if you go for the meal pack you will get along With a burger burger you will get a fries and a coke or something at rupees 180. If you buy it all three differently you will have to pay 250 rupees. Now you are getting it for a product all the products worth of 250 in 180 rupees. But was it the need for you? No. You went there only to buy the burger. But now the psychology and the power of marketing how it plays is that you start to calculate that to from 250 and I'm getting it for 180 I'm saving 70 rupees but you're paying 80 rupees extra for which you never intended to but you end up doing it. That's the power of bundle pricing and then the average value also increased. You are only saving if you had the intention to buy all these three products differently then makes sense but you you're not intended to you only went to buy a burger but when you went there you saw the pricing and this pricing strategy has been pushed to you or showed to you as a in the form of marketing that you are saving 70 rupees on the other the other way around and you spend 80 rupees extra is what the power of bundle pricing make sense to everyone And I tried with all the pricing strategy to give an example that how we all are some or the other way part of it. Being a marketeer, we all do that. I write the full form. Yeah. So these are the important aspects of bundle pricing. This helps to also increase the repeat order or the repeat purchase from the customers and as a marketeer we use it a lot many times lot many ways. Uh yeah uh this is not only limited to you can use it in multiple ways. All these pricing strategy I'm just saying that what is the use case you can use it strategically to any kind of product for example if I talk about bundle pricing I have given example of Zepto and instam mart and I al with small ticket size I also given an example of Burger King and and and and McDonald's but if I think uh like you know if if you go to buy even for the uh the The what do you call the expensive products goods with with high ticket size products like let's suppose again a a refrigerator or uh which comes expensive or an air conditioner or a washing machine or or or a mobile phone for example worth one lakh or so if you buy that there also bundle pricing works and I believe when I tell you all be able to realize that that most of the time when you buy this product. The salesman tell you that with this purchase if you buy a extended warranty worth for 5 years usually the warranty comes for 15,000 but if you buy right now you'll have to pay only 8,000 rupees. Experience that right and then everything of your will be saved. Later on if you buy the buy the the same external warranty you'll have to pay for 15,000. Right now you're getting you're saving 7,000 rupees. That's also a good example of bundle pricing because AMC which is called annual maintenance uh charges are the real money from where the brand makes money because it's for five years and you're paying in one one go right and they bundle it in a way because later on most likely people don't buy it the extended warranty for four to five years. If in that heat of the moment in that in that moment if you buy it you're buying you are spending 7 to 8,000 rupees extra. I'm not saying it's bad to buy in or it's a good but I'm saying that's how they bundle it with to push it to the customers. So far so good everyone. Okay. Now as we talk about lot of making campaigns bit of strategies what to do pricing strategies but at the end of the day when you make a campaign right uh all thing is done when you make a campaign you design best tagline you design the pricing strategy you have done a lot many things uh how and what to do everything else but at the end of the day all matters is that when the customer lands and where do the customer land what is the story Okay, there where the customer or this is what matters the most. This is what makes the difference. This is what at the end of the day you did a beautiful campaign. You designed a beautiful campaign. Right? All the offers, everything in the camps and once the audience will click on that and once land on the landing page, right? That's where the game changes. If everything is good, but if a landing page is not worth it, if it's not good, right? Or if it's giving false pro false uh in the advertisement, you have said something, you have just made promised the moon to the customer and if it's not there on your landing page, right? You are not only losing the customer, you are burning the money. But remember because remember this is not a organically driven audience for to bring this audience to bring this customer onto your portal. You're spending a good amount of money in terms of campaign designing the advertisements and then running it on maybe social media platform or Google platform is spending for each click that is coming to your website. And if there is a mismatch between what is being promised on your all these advertisements pricing and sort of thing and it's not there on the landing page or the landing page is is not or the landing page is not very great or the landing page is is not having a great UI in terms of experience or interface the audience will move back and all the money energy time resources that you have spent to bring that that one customer on on your website you will lose all of that along with the customer itself for a long long time. So ensure your website slash landing page and we'll try to understand some examples from good brand that how the landing page should be. The landing page is full of Make sure your UI is relevant, right? And on the on the landing page, this is this is like no brainer, but I'm just telling you because because I don't want anyone of you do that this mistake even if it's so silly to sound. Make sure that on the landing page, even if it's a standalone landing page or your website landing page or a campaign landing page, wherever you are, ensure even if there's nothing but if you are bringing customers to make the sales, make sure all the policies are well defined on your website. I request you all please do that even if you're doing for yourself for your customers for for your brand uh for your family please make sure that policies should be well defined because laws are very much favoring customers and it has to be it should be right so when I'm talking about policies if you are a e-commerce kind of a platform or any kind of a platform policies related to the warranty guarantee return refund referrals exchange all those policies must be clear and that's why you see these days now any of the platform you go to you will get these policies well established there at the end of the product that whether the exchange will be there or not whether there will be return or not where there will be uh return of money will happen or not where how many days of exchange is possible not possible all those policies are well very clearly defined yes or No. Yeah. Because if any of these you will by chance fail to mention that by default the benefit of doubt will go to the customers and there are some nasty customers who are who will use it as against you and there have been incidents where where the brand have to bleed and pay for these goof ups. Right? Even for example earlier the brands like Flipkart also doesn't have have not have so many times have failed to mention these things clearly and these loopholes have made huge losses very rightly said Sumit I just used that line uh these loopholes have made huge losses to the branch so and then we we'll take an example right we'll take an example so first let me write it down that UI this is very important your UI should be very very friendly Because you remember as I said you are bringing your hard earn you are doing you're spending your hard earned money. This is paid strategy campaign you are spending your hard earned money to bring that one single customer to your traffic and because of UI if the customer is moving back you're not only losing the customer you're losing a lot of money as well right so make sure your website is full-fledged yeah UI is clear well optimized before you go for a paid campaign. If you are not ready with this, don't do a paid campaign. Wait another one more month, but go only after that. Policies should be well defined on your website. Is war. royalty or return and I'm just writing everything exchange to avoid patterns. right? Because if not the customer will benefit out of it. Now how to design the if you have if you are a e-commerce platform or if you have a product driven website how the website should be always remember it should have a detailed description. If you have any kind of sales running ads, limited time offer, one month limited time offer, all those things. And in the description of the product itself, whenever you do a campaign, once they land, the description of the product itself, the most it has to be e either of the three things, right? When you write a description of the product on the on your website and if you're selling a goods on your website, it has to be three things. either it should have its USB mentioned or its bestselling feature whatever it is and if not there has to be a story you tell your story about the product for example let's take an example over here let's go to this site called chroma now chroma I hope everyone is aware of is a multi- electronic uh platform right and let's say I look for here conditional right yeah and now this is what I'm talking about so you see you see this is how you need to write the description because this is not only for a good strategy or a good practice for paid campaigns to bring the audience right over there and at the first look they should know there's a match between the ad and then on the product and what they have came for but it also a good practice to enhance your SEO. So via SEM via paid campaign you can also boosting your SEO because your description is well written for the product. So if let's suppose I click on this or let's so I click on this right everything you will find. So you see premium series 1.5 ton fivestar inverter split AC copper condenser in bracket right now this is could be a feature could be a good feature or good to have feature PM2.5 filter but that's how you supposed to write the description of a product whenever and why I'm saying that because in some most of the batches uh there are few people who are doing their own e-commerce e-commerce website and they they they are uh they are taking the sessions or the consulting and they just write uh leather bag or you know brown color bag that's how you not supposed to write the description you you're supposed to write the description with its three things either the story if there's a story about your brand or the feature that makes it different or something some USB or whatsoever but write the description that way that's make a difference between a good e-commerce platform and just an average e-commerce platform so you see over there right and if you are a multibrand platform Always remember your brand can only benefit from the brand value of the other brands that you are selling on your platform. For for example in this case right it's a chroma but dykin is a very big brand of AC so they use the brand name in the description. Now you say that this is very small thing but in SEO or in SEM or in paid campaigns small small things make the big big differences compared to the competition. So that's how you're supposed to write the description in detail right with and and that's what I'm talking about. So all those things with exchange brand color all those things features everything you need to mention your key features all sort of things that you can see over here. But if you go down the reviews See there are very all the specification mentions and this is what they will they will ensure to the users essential combos you see the combos over here all those things mentioned well in detail and yeah the key features available over here. Super savings, the pricing part and the description over here. Right. Uh another website if I'll go this is about the specified product features. A very good website when it comes to product itself and how to write the descriptions is if you go to this website called Nike Let's say go for men all shoes and why I'm giving you this example I want to show you that even if a brand like Nike of course it takes some money but how detail oriented they are and for for this I'm not taking an example of Apple by the way right you You see the kind of this is this is Nike and they could have just put one photo of their shoes some details and they could have done but they know the power of customers and what kind of and that's the reason this an aspirational brand because the c they understand the nerves for the customer and that's how the description and the landing page should be right so you go over here you can see the kind of product detailing in terms of photo itself this is like from all angle angles and this and that they have done. But apart from that, if you just go over here, you see this is the kind of story that they bring. Maximum cushioning in the Vimeo provides a comfortable ride for everyday runs. They could just write best Nike shoes for running, right? And still they will be able to sell it. But this kind of description they are providing being a Nike as a brand is for a reason because the description for a product makes all the difference when it comes to online platform right and then this is what I'm talking about all the policies must be very clear in in in these kind of products all delivery and returns how this was made and see this is the storytelling I'm talking about so this is the description and there is a storytelling about the product over here, right? Right now, there's a very good brand and I I'll make you that's also sells. Not that it doesn't sell, but I want to show you the difference between the the how for me a great website and an average website looks like. Is this clear to everyone? Does it uh do you all do you all able to understand what I'm trying to explain tomorrow? If you have to make your own website, how detail oriented you should be before you go for the this is all before you do the paid campaigns. All there everyone right now there's a brand again I will open called Sketchers. M >> I'm not saying sketches is a bad bad brand or a good brand. It's it's they also sell a good numbers. Uh I was I wanted to show a difference between a great website and an or maybe an average website and you only decide which one you feel is much more detail- oriented and better if you have a choice and the money and everything else which one you go for just by the way of presentation of it. Right? So over here again I go and let's suppose I buy for lifestyle sorry lifestyle and you see I'll go for the red one you see and this is kind of everything is there details the kind of images from all angles you just have a look of this and then I go over here. I go for men. I go for running shoes. I let's say click on this one and that's their page. Right now I want to ask if you are let's say forget about the this logos over here I with all due respect with all the brands and they are both selling good numbers. Right? uh with let's forget about this logo and let's forget about this logo over here. There are just two shoes uh shoes brand which landing page if you're just randomly landing to it right without seeing the logo which landing page will you think would be you will be able to engage more you you'll be spending more time and you end up sign buying the product. Will it be this or will it be this? You you guys let me know. Right? You see the story storytelling of their landing page. You see how detail oriented forget about all these dynamics over here. But just this front once you land let's suppose I I saw the ad and I land to this page only this part of the page and I then I I see all these things and I read all these things and then I land to this page and I see this see go run 11 look at their description right Nike air match DND and a lot about the product right they also have mentioned it but it's there at the bottom Right. So the detailing go into the detailing. Look at the images also. They say three shoes are all one one one leg shoe. One from the top, one from the like like the horizontal view of it, vertical view of it and the bottom view. Look at here the different angles in pair pairs into different sides. Is this right? And this is not only for one shoe of Nike. This is with all the shoes that you click. This is the kind of detailing they put into. So if I'll go for women's shoes, Jordan. Yeah. When I click on this, you see see the detailing of it even in pair how it will look from different angles. Right. And over here women running shoes. See that's what I have in terms of visual point of view also. This this is the visual presentation of theirs. This is the product detailing about Nike and this is the product detailing about about Sketchers. Now costwise I believe okay there's bit of difference. there might be some uh shoes with the same prices but if I would have to choose if I don't know the logos and if I just randomly seeing the ad come to it the idea is to explain that if you are not a brand also and if somebody's just clicking your ad after that what happens is in your control because after that uh the ad job is to bring the customer but to convert that customer uh to do the sales is in your control and that control you give to the landing page and that's why your landing page should be very comprehensive it should be well detailed not cluttered but it should have all the features the brand name the presentation should be great on that right and all the policies everything should be mentioned and more importantly if you are running any kind of let's suppose offers limited offers uh sales season sales all those things please do mention that one month because all these things help to make customer spend some more time. The more the time a customer spend on your website, the higher the chances are that if not buying now, the customer will return and more likely the customer will buy at that point in time only. And that's why if you see most of these new new websites or the quickcommerce try everything possible that the customer should not leave their website as early as and and they keep on trying to. Why does the brands do that? Keep the customers engaged to trigger the sense of urgency the service of and so on and so forth, right? So the landing page plays an important very important role when it comes to making your website and in that there's a tool if at all you're running a campaign and you want to drive traffic and you want to capture the leads there's a tool through which using which you can create amazing uh amazing landing pages. uh we'll not be using we'll not be telling just making the landing page right now but what I want you to do is that I'll tell you the tool right now and then when you come let's say you can practice till next week and utilize this tool just plug and play it's work on the premium version plug and play and see that how good you are or you can create the landing page that this is one of the best platform that I'm aware of it's called unbounds com. If anyone has already worked on it, please let me know. Yeah. So, this is unbounced uh products landing pages you see and that's what they are best at. Uh you can don't buy for start building for free. You can do that and that's how you can create a landing page. Smart creative landing pages. Just drag and drop or choose what you want to do and you can create landing pages of great usage for your campaigns for your product. Right? I we are not we not be using it. We not be making it right now because it's very creative and subjective element. You all just try later on after the course in the next one week whenever you get a chance. You see over 15,000 brands really use unbounds to boost leads and sales while saving their time and money. The brand generate more leads with unbounds and that's how the landing pages you can create. You see there are different samples over here and so on and so forth. you can get to check a few aspects on the on the landing page that we should we should ensure apart from the policies and some of the important uh warranties or returns guarantees policies that is a must because as I said it may otherwise take you to the legal troubles uh and apart from that we need to ensure these kind of offers are there because this works as a book if at all you are running any sort of things uh we have to do that why we have to do that because of course it keeps the customer engage and it triggers the sense of urgency and triggers the sense of FOMO. So that uh you know the customer end up finding it that if not now or not maybe never and kind of that's when the the sales happens but it should not be just for the hook purpose it should be reality whatever you have to offer it should be there in the reality along with the terms and conditions and everything else in detail we have seen some of the landing pages how it needed to be done right and and that's what makes all the difference between a boring landing page and a good landing page uh then we talk about then we did a case study I believe uh on on this and and that's all that's all it is right so far if you guys have and it's a very very quick reminder of whatever you have discussed in the last two or three sessions if I'm not wrong uh and uh now yeah whatever you have if you guys have anything in mind please let me know please uh ask uh and feel free if you guys have anything in your mind any questions thoughts suggestions whatsoever you have in mind so that we can address that in the beginning and then we continue the session and then later on also whatever we have we'll do today uh we'll we'll cover it up as well. So very small aspect I need to talk over here. We started about the macro aspects that we need to know the target audience and all those things and know build your build the buyers persona and sort of all the details that we talk about. uh once uh there are two things remember right uh one is a pre- campaign and pre- campaign readiness and pre- campaign strategy and the other one is the post campaign strategy right and then in between there's something called micrometrics that micro matrix that you need to keep on checking I know you all are aware of this but I as as in being on this side of the table as a tutor I need to speak about that so I'm I'm doing that yeah micrometrics are nothing But it gives you a great idea in terms of what is happening after the paid promotion has been done. What is happening on the landing page and how the audience is responding to it. Right? A very great way on of of that to understand after the campaign also that which section uh audience are spending a lot of time which section they are not spending the time which section maybe uh the the pilfridge is happening which from which page section tab the audience are going and then after that they are just moving out. Uh these analysis and this understanding is very important may look very small but very very important. For example, the micrometrics like add to card, right? Or taking or clicking on the subscription button or how many of them created an account or check out procedure. Right now many of times what happen and it does happen to us as well that at times we go to the site after seeing an advertisements uh we add it to the cart but we don't check out right or we just don't just keep it in the cart. All of us do that right? Yes. No. Many times what happen is we add it to the cart but seeing the delivery charges and there's no promo promo code or something we just don't buy it right. So these analysis will help you understand that whether to what section or what particular action has uh is has been a bottleneck or stopping the customer uh for not doing the final not doing the final goal or not going for the to to buy the product. Right? Doing that is very important because we have to analyze that whether that delivery charge that we are putting in is more of a cost or bringing that customer to that portal to add to the cart and do the selling is more more of a cost and then we can also evaluate right the very most the biggest importance of this kind of metric analysis is is apart from what I said is something else any idea what is that no finding out issue it won't be an issue this this is from the client point of view from the customer point of view. It's a very great way to do a lot one of the biggest part of the marketing to analyzing these things and you all are part of that. You all are getting accustomed by or you all getting such kind of you are all targeted basis on this by many by many uh uh brands products online shopping portals and why these matrix are important summit why analyzing these matrix and having the idea of these m metrics after the paid campaign has been done is important what it helps and do when it comes to marketing Very rightly said Monica in the it helps in terms of remarketing and that's a very important aspect of overall marketing when it comes to digital digital marketing or online marketing. Why? Because the entire genesis the entire success of online marketing or digital marketing is that it gives you leverage to know your audience and it gives you leverage to by knowing the data points you can cut down your cost improve the improve the ROI or ROAS of your or return on returns on your advertisements whatever you're paying for and instead of targeting the same audience that's what happened with the with the other mode of mode of uh mode of marketing and the platforms digital marketing takes an edge, right? So, knowing this, knowing this many a times must have happened with you all. Uh you can then have a different line of communication or a different line of audience. I'm sorry, different line of audience uh different line of communication advertisement with your audience to convert that a very important lead into a genuine customer or into a customer. Right? Many a times it might have happened or just let me know if you guys have went through this that you have added a product into a cart and then uh maybe a day later or sometime you uh yeah you you might get messages like hey this product has been is been lying in your card for quite some time you have not taken a you have not uh taken an action or something like that have you all I don't remember the exact message but something like that. How many of you have received that? All of us. Right? That's is called the micrometric analysis that how many of the customer have added to the cart, how many person have checked out, how many persons have not checked out sort of things. Uh sometimes happens that you provided all the details like while uh uh while buying a product you provided all the details and you were you also paid uh press the button for make the payment but you didn't make the payment something comes to your mind that maybe price is not right or something or whatsoever then you don't don't buy it. A day later or few hours later you get a message a special message for you. You can you can save 60% on your next shop if you do it right away. The limited offer for 1 hour or something like that or some something some messages like that just to trigger that emotion so that you can go back to the platform value which you are already paying for. You can go ahead and then now pay and buy that using that code. Yes. Sometimes you also you buy a product and you you end up checkouting you end up paying and check out and then then you get a WhatsApp message or your mail that thanks for being our customer and thanks for your f your very first purchase with us. For the next purchase you can get flat 100 rupees discount. Right now this is where digital marketing plays a role because you can't give a flat 100% discount to everybody. If you run a TV program or if you run a TV ad you have to show it like 100% discount for everybody. Now that is for anybody and everybody. The customization possibility over here is that the person who have come to the website and not didn't do anything. I can have then that from which root the audience have come and it didn't do that. I can have a list of those audiences. I can have a list of those audience who were already about to pay but didn't pay it. I can have a list of those audience who can who have added my product into the cart but didn't buy it. And then now in my next series of campaign or the communication with them I can release multiple communications as per the segment of the audience right because later on you in in some of the sessions you learn about a few theories wherein how to convert a customer uh a customer customer goes through a multiple stages of creating an awareness to to to being satisfied and now if a customer is already being aware or showed interest how they showed interest they have added your product in the cart they have added their product. They were about to pay the pay the price for the for the product which means they were interested but something else have happened and that's why they didn't buy it. Now if I do a a awareness based campaign for them on meta or Facebook it's an a waste of ad because the customer was already clicked on that ad and came to my platform and were about on the verge of buying it right wherein I should spend that awareness campaign to that customer who have not seen aware or no idea about my product or the brand right so it saves a lot of cost now retargeting campaign will save me a lot of money because I already have a ready audience if you guys remember while doing a setup campaign on meta There was something called pre- audience or or already already have an audience kind of a section. Remember that when it ask or if you already have an audience right what is that audience that audience is this which you gather the data analyzing the micrometrics that you have on your website or your platform or or your application or whatsoever right and that's why when you're running a campaign a deep understanding and analysis of all these all these matrix is very important because that opens the door for the another very important section called remarketing. Remarketing is a great great way to not only not only convert the potential customer into uh into a genuine customer or a real customer but to push your product and also reduce your marketing cost, marketing efforts and give or rather rather allocate your resources in a more strategic and better way so that you can have a vast and wide reach instead of doing the duplication of advertisements and and just reaching to a duplicate duplicate audience again and again and again. Make sense to everyone? Now how would we do that? How do we do that? Let's suppose we are running a ad on Google or through meta. How can we track this data that from which ad or which ad has performed and everything else? How it's performing, how it's been doing and all those things. Anyone any idea? We'll come to that. But before that, I just want to give you a small idea about that if you run a campaign. Let's suppose for all these, let's suppose you're doing a keyword targeting campaign, right? There are different strategies, not strategies, different ways that you know you should know that whether your how your ads are performing, how it is not, what all has been done to your ad or not. uh that we need to know that how it's whether the ad has been triggered or not. So that's called post-launch campaign as I was talking about pre-launch we have done all these things buyers persona we should know the demographics now we are talking about post-launch uh strategy now post-launch optimization the important thing is keyword target for the so let me let me do it over here so first thing first when if suppose we are doing a keyword targeting campaign there's a term called SQR analysis anyone any clue what is that I hope I'm making sense to everyone If there is any doubt or if there's any confusion even if my voice my page speed whatever bothers let me know then and there uh search query result analysis which is nothing but after the campaign has been released let's suppose you did a Google campaign and right once the campaign is live you do the SQL analysis this is nothing but to check whether my brand or my ad has been triggered triggered or not. What happens is when you run a campaign on Google, right? Not not it's it may happen that your ad may not immediately get triggered. Triggered means that now Google has once you do the bidding and everything has been done. Now your ad is start started to reflect it started to reflect on the particular keyword that you bid for. That's called SQL analysis. Search query result analysis. So for that all you need to do is that you need to check at what point in time it may happen it may take few hours or maybe a day or two to trigger your rate because the ad will go to the Google the Google analyze the ad whether everything is fine if there is any uh everything is legal if there is any defamatory language or something bad or not and if the creative is good is if if the ad has been made as per the guidelines uh if everything is proper then all the checks happens and then then ad is uh get published from the Google ad and that even if it's been published it's not necessarily that it get triggered maybe the users are not right now looking for that keyword or at maybe at what time sort of things so you need to check that at what point the ad got triggered triggered means nothing that now your ad has been accepted by Google and will be ready to be shown as as and when people will be uh people will be bidding for that people will be looking for that kind of query in that what you have to do is let's suppose you are bid you have bid for four to five or six keywords you have to check which of the keyword is giving you a better result rank one two three or four whatever which of the keywords for that you have to keep looking it's kind of a manual process so you have to keep searching maybe to different type is tell yourself tell your friends or something like that and this is like a a way everyone does that to know so four five keywords which of the keyword has been triggered, which has not been triggered yet and on which of the keyword you are getting a better result. when I'm seeing better result like continuously you get first two spots or third spots or howsoever at what frequency your ad is getting repeated if you are not putting a if you not put a frequency cap or something like that that's called SQR analysis that to be done from your side because that is a confirmation that now your brand will be now see this is uh we need to address a few things Right? Uh as the campaign start the first thing like for first two one or two days what we have to do is we have to do SQR analysis that my ad has been triggered or not right and then after that what you have to check is very important you have to check demographics now when I'm saying demographics you already have said that pre-launch but post launch you have to go to the campaign and you have to check that what is the audience or one second at this part any which way we we are going to get again when we'll do the analysis session but as you all already know that I don't wait for anything if at all it's important for the current topic I'll show it to you but we'll come back to the analysis topic later on as well when we have analytics altogether a different subject matter that we need to discuss so we come over here uh one thing is demographics that comes uh in this in detail the other thing is also in terms of which kind of device people are coming to your advertisements or seeing your advertisement. You need to optimize it accordingly. You have to ensure that every penny that you're spending right like over here you have to check even if you have done a let's suppose Google search campaign what percentage is coming from what if it's from search partners display network or the Google search you need to check and then you need to optimize all these things but this we are you have need to check which device are our ads are getting triggered better or uh or our ads are performing better and and the numbers are performing. But there's an a small thing that I would all I would request to you all that don't do it immediately once your ad has been triggered. Why is that so? Anyone allow time for the algorithm to learn your ad to find its right set of audience and the ad is right now in the testing mode. Right? So whatever if you do manual bidding inaccurate data will due to the short time. Yes. So even if your ad is right not triggered and you did the manual bidding even then the algorithm plays a very important role the algorithm need to know that which of the audience would be the right fit for your ad according to and it adjust itself. So don't do it immediately at least let the ad run for the first thing you can do the next day is this SQ analysis. This you can do immediately. Then after 3 4 days you need to do the keyword analysis. So after that I would say do keyword anal analysis. Sorry this will come after this over here. Now keyword analysis you need to do let's say at least after 3 to four days I would say a week but at least 3 to four days you have to give why because we don't know maybe on one fine day some keyword has performed better some keyword has not performed better and basis on that analysis if you just remove some of the keyword or add a new one you will not get the right optimum result. So let the adjust let the algorithm learn and then algorithm will tell you that which of the keyword has performed better like in this case if you if I I don't know if I can see it right over there I need to go to the keyword section all the campaigns for the same brand which of them is performing better and not sort of things but that will get to know for the keyword for at least three to four days or at least a week time that which of keyword has done better, which has not done better and then accordingly the keyword which is performing better, you can spend more money into it or maybe optimize that better. The keyword which is not performing, maybe you can replace it with another keyword to do a try, right? Or the keyword which is not giving the right results or not numbers, not no conversions sort of thing. then you can play around but it can't be done in say as I said on the first day itself at least give it a week time to settle it down and that's the time you need to do it and then after that after that we need to do um a set of m like all these location like which device people are coming in let's say after after say 10 days 10 20 days you need to learn about device uh demographic uh all sort other you know search platform all these analysis to make it more accurate that whether you are getting the right set of data point of the audience or not you can also do let's say after add copyization at this stage or at this stage once or a campaign is ready that you can you can check that which of the ad copy or the headline if you remember the Google ads that we have created which of the ad copy and the headlines is performing better delivering better results that and also in that that this headline and the description is working better which with which which of the keywords right and this alignment of then you find a perfect ad for you that okay this keyword this ad copy and this description is most of the time giving me the maximum output or the maximum right set of right set of results that analysis you need to do post campaign but also along with the time. So this you can do again after say 15 days or so. And then comes the macro uh macro uh matrix which are then after this this all you can do that what number of conversions have happened uh you write a conversion rate at which rate you got the conversion what is your you know ROI and sort of things for this to happen at least at least you need to do after a month because after a month only you get a proper billing report performance report that how and in what way overall campaign was structured and performed 15 days you cannot say or 20 days you can't say you can get an ROI and sort of things or how how what conversions it happened right so it's a phase wise that you need to do once you do a run campaign that one two days this needed to be done And keyword analysis need to be done. 15 days you need to do the ad copy optimization. And after a month of running a campaign, let's suppose you have to run a three-month old campaign. So in month all these analysis need to be done so that for the next month when you're running a campaign, you have the best possible optimized results for you. You know exactly what worked, what didn't work, what kind of ROAS you are you are you are garnering from the the campaign that you have done, what kind of conversions you should expect expect and if you need to if what things you can leverage if you need to make it better where is the loop where is the gap and sort of things and this is post campaign for both for both like post campaign to re to prepare your uh list of audience to do the remarketing and also to make your ad better. How, where, when to to make changes to make it better. Clear? If there is any doubt guys, please let me know. So, what you need to do is that we need to take a Google pixel. Google pixel is nothing. Pixel in terms of Google or in terms of uh digital marketing or campaigns is nothing but a code. So, you can say a Google code. speak like more uh better word or technical better word which is used in the industry is called Google pixel right so what we have to do is we have to take a Google pixel for the campaign that you have run and you have to put it on your website so now what happen is everything that or whatever you want to track let's suppose you want to track add to cardart or you want to track anything else can be then monitored that from this ad if the audience landed to the page what they have done how many have gone to the ad to the cart or something like that interesting can we can we do that now right so let's let's go to one second I'll just stop sharing for now and again or maybe My screen is visible right? Yeah. So this this platform everyone is aware of you all went to this in detail. We have set up campaigns. Hope you all are aware of this is where you can create campaigns. Google ads. Yes, you can create campaigns and all sort of things that you could do right once you have campaign running those who say they don't remember this platform I'm so sorry because we have detailed I mean we have dedicated quite a few days for this Right. So this is where this dashboard looks like. Yeah. Great. So this is when you know you can go and create ad and add groups and all sort of things. I'm not going to do that. uh once you have a campaign running remember I said for this strategies for paid campaign session that everything and even then when we are doing the SEM campaign that everything is about the goal and the objective and that's the major micro matrix right so what you have to do is let's suppose you have to you can find a goal thing over here can you see all can you all see that right once we go to goals uh you will find or maybe campaigns once again. Let me just check because they keep on changing some of the other uh things uh and make it difficult for the people to know. So we go for borders. Yeah. So once you go to goals and whichever the ad you are running right now like this is an ad right now. Can you all see this or I should zoom a bit. better. So once your campaign is set, your campaign is running and sort of things or whatever, uh you go to this goal section and the moment you click on this goal section, you find this create conversion action right now once I click on this. So again you'll find that what you need to track with the website the application or the the phone calls or if you have a predetailed defined analytics already there right in our case let's say I want to I want to track so conversion tracking is critical to successful online marketing it let you see what people do sumit to answer your I believe you asked that right that so Google pixel monitor user movement so this is what it it it measures That's why I didn't say that point in time. It lets you see what people do, the conversion action they take after seeing your ad. So whatever you will put in that tracking, it measures once they click on the ad because after they click on the ad, they land to the landing page. Now the ad can the Google part when you're running an ad on SEM or whichever kind of campaign it can only monitor that okay how many people have clicked how many people have seen that and after that nothing you don't know people a person land to your website and the control of your website is in your hand so what people do after clicking your advertisement is what the Google pixel can help you monitor right so the conversion action they take after seeing your ad you set up one conversion action at a time. So whatever matrix you want to want to measure maybe add to card not all the actions not all the actions that's why I'm coming one one pixel or one Google tag can you can assign that tag for for a measurement whatever you assign it for it can measure so how many people have added to the cart or checkout or whatever it can monitor After that I'll show you like we'll do a live demo not a live demo demo but I'll just explain. So let's say say I go to this select the kind of conversion you want to track I'll click on the website tracking and then this is where you need to put in the website or the URL of the website on which you need to put the pixel code otherwise it won't work because it need to be scanned. So I remember when we were doing a website session we made a website called If I'm not wrong, this was the website, right? So maybe I'll take this URL and I will go over here, paste it and scan it. So website should be genuine, right? And so you my website is there. Now I can create conversion action from website events and Google analytics app events all sort of things. Now this is where I hope everyone is able to see and understand what I'm explaining. It's very important uh and maybe one of the most important part of this strategist to paid campaign session. So once we go over here you have to this is where you need to add the conversion action. So once you click on this you'll find all this add to cart begin checkout contact or uh you know purchase whatsoever you want to track you can track that. So let's say I want to track add to cardart or maybe I want to track purchase part like how many people have really bought seeing my ad or maybe yeah maybe begin checkout also we can check right or uh add toart event type page load and this URL so it's a add to cardart conversion when somebody visit page on this page anyone visiting on this page and click on the add to cardart thing for my advertisement it will this this pixel which I'm creating will track that okay so far so good yeah now this is where add conversion action manually Y which means when I click on this you can find a category again like all those things this is where you can name the conversion just for your just for your understanding understanding later on that what conversion I have created. So I will say add to cart and then I will write it down over here say um paid campaign strategy pixel code one add to card something like that I need to name this is important to know for which ad or for what I am creating that code or maybe change it to purchase that will be better just for because at the end of the purchase is a goal purchase. Use different value to different conversion means you will see steps to add dynamic values to your tracking code on the next page. If you don't add this code the default value entered here will be used. So default value is 1 rupees. any conversion even if it's one value purchase happen it will it will measure so you need to just add value so I will put use the same value for each conversion which means that you know even if anything beyond one rupee is getting purchased from my from my website I will consider it as a conversion right just to avoid the complications now select how many conversions to count per click or interaction so I will count every every uh recommended for purchase because every purchase is valuable. Not any specific every purchase which will be happening more than a rupee one of a value I will need to consider that as a conversion action of purchase being achieved then I will go this is very important right now click through window is nothing that many of times what happen is that whether you want to assign that purchase to your ad or not let's suppose somebody have seen your ad today and bought the product after 15 days or 20 days. So whether you would like to give the credit to the advertisement maybe not because uh maybe it didn't happen just after seeing the ad but the first trigger was your ad. So you want to give the that credit to the advertisement that yes this purchase most likely would have have happened because of the person have come to the uh clicked on the ad they didn't buy it but later on buy it maybe for some other reasons but I will give the credit to that because that has opened the window so this is where you need to decide that clickth through window is after till how many days if the conversion happens if the purchase happens after seeing the ad you will considered as a success or a conversion of an advertisement. So I will so by default it's 30 days. You can change it to like 1 week, 2 week, 3 week, 30 days, 45 days. I would say let's say 30 days is good enough of time. After seeing that people at times take a month. So conversion can happen days after someone interacts with your ad. Select how much time after someone interacts with an ad you want to use to count as a conversion. So I can use maybe also 45 days depending on you how much you want to do that. Right? Once done then you can say done and then you can agree and continue and you can see this account because that's not a real campaign right now anyone this it can't perform an action right so once you agree and continue nothing is else is left we have done the conversion coding what you will go get is you can get a one second now I will show you something like This something like this is it visible to everyone? Yeah. So once we once we go agree and continue you will get a message saying this is your uh you get a message saying at the top you'll get a message Google pixel code or Google tag whatever and this code will appear and at the bottom you will you will get a message like this add this code to your website manually. Are we clear? And a a button, a blue button will be here saying copy the code or something like that. Right? All you need to do is just copy this code. This entire code that looks like a weird language to you as a script. You need to copy this code. Right? So we do it. Copy it. And so for this particular conversion and for whatever conversion you create like for this conversion I have created a code and now it will it will track the purchase sorry it was purchase purchase on this on this website using all the values that I have added for this code right and this code will appear. Now once I have to copy that what you have to do is you have to go to the website that you have created. So you go to the dashboard section remember this also you all are remember as I said everything from day one what we are learning will come as a link to each other this dashboard everyone remember we have created the website using the WordPress dashboard maybe we started this in last year uh December or January I'm not sure but I hope everyone knows that yeah so what you have to do is you have to come to this dashboard and then once Once you are there, what you need to do is you have to go to this section called appearance. Let me check. Under appearance, you go to this theme file editor. Yeah, see this is an important message that this is a coding of the website. If you know uh if you can know how to make direct edits to this section then only enter otherwise don't enter because it's like you know the coding and it can it can change the entire website. So I understand I'm taking that risk. Once you go there you have to look for a section called header PHP. Can you see header PHP over here written header PHP? Click on this and once you click on this you see the entire website coding will open in front of you right this is the entire website which I have created so far and this is the head section of the website now all you need to do is before if I'll do this right before this section can you this head closing mentioned over here. If you guys will say yes or no, it'll be better because my focus more is on the screen. So I don't know if you guys are following it or not. Just after this, just before before this section, before the head ends and the body starts, you have to go here make an enter and in this line you have to paste the code. Can you see I have pasted the Google script code over here and that's it. Once you update the file, this script will now be the part of your overall coding of the website and now you can get tracking on the Google Google Analytics for everything for the purchase happening or even if after 40 days 30 days or howsoever the number you have added if purchase happened after seeing the ad it will be considered as that the conversion has that particular conversion has happened after seeing your ad. So we are building a set of data that how many have purchase have happened after seeing the ad after how many days and what had happened. Make sense to everyone? Is it absolutely clear? I am not updating this file because I don't have this website is not an e-commerce website. I just showed it to you how to do that. Right? I'll just go back leave without adding the code to it. Yes. No. All good. Interesting. Insightful. Learning something something I I know it's technical a bit but I hope it's it's of it's it's good use for you all. So I have prepared a checklist for Google advertisement. This is like a a bit of manual work from I have to done but I thought it's good for you all. I'll share this at the end of the session today as this as well. So a checklist for uh Google what you need to do Facebook also what you need to do and some some of the best practices that you have to follow for both Google paid campaigns and Facebook campaigns you can keep it handy. I just explain it a bit. One second. Uh thank you Jindra. Just allow me a second. this uh this document which I which is there of some easy stuff I know you all are aware of but it's it's handy for you to later on use like you know define campaign objective description keyword research you need to do set a budget like a pre pre- campaign things choose campaign type that you have done earlier remember uh whether it want to be a searchbased campaign or just a leadbased campaign or performance max whatever set location and targeting define your audience in detail audience demographics, behavior and what all sense then most importantly create ad groups. So it's like a stepbystep guide that you need to do when you have to do a Google uh Google advertisement. So create ad groups, organize your ads into ad groups based on similar themes of keywords uh write ad copies, design ad creative, set your bidding appropriate and choose ad extensions. Ad extensions how will tell you what is ad extensions? Anyone you have done this part earlier with this kind of response I don't know whether we are doing activity today or not. I can't see anyone speaking apart from yes site links and call outs at least Jendra have mentioned thank you so then you need to do the aduling and then you need to implement tracking right so this is what we have learned and then after that we have to review like you have to enable ad rotation choose targeting methods review uh review your final settings launch of the campaign and then check all those things whether we have discussed today is working or not. Similarly, we go to Facebook. This is where you need to define the campaign objective not the keyword analysis like in this we have to do keyword analysis. Over here you need to do the audience identify target audience a set budget choose ad campaign objective and ad sets and then all those things over here that we need to implement learn and sort of things do uh and then we have some of the best practices when what is needed to do is that conduct audience and competitor research before launching the campaign. We have done this. We have explained this more in detail in this session. How to do that to and why to why that is needed to be done. Uh over here somewhere over here. So that that also I have added into that. Uh define clear objective or KPI to measure campaign success. Use high quality images. Implement tracking mechanism. Use analytics. Ensure compliance with Google ads policies similar to on Facebook also Facebook ad policies. Monitor campaign regularly when and say that how to monitor the performance measure out that when to do what from SQR analysis to keyword analysis to micrometric analysis and all sort of things and then micrometric analysis. So all those regular analysis of the campaign that we need to do over here and then optimize the landing pages for count conversation that also I have shared. In fact, we have given a tool also which is called unbounds for you all to learn. So this is the kind of a good checklist that I've created. Every time that you have to do a Facebook campaign or a Google campaign, you can follow this procedure and also find some of the best practices that you must be doing to make it a good reasonable campaign. Make sense to everyone? I will share this link as well with you all. Right. Uh okay similar to similar to Google since we have we have to track as I said we have to track everything from Google that what is happening and where it is going and all sort of things uh we also need to similarly if you're running an ad on Facebook you can show the ad on Facebook somebody click on that and once they land on the website what they will do you want to know right also you want to know that whether the add toart thing done by the audience that audience has come from seeing an Google ad or a Facebook ad if both ads are running together. Right? That's also an important question that what will happen to the Facebook audience if they will click on my advertisement. So there also we have a solution again I'll just stop sharing a bit for a bit and then I'll go here and then okay so now what you have to do is that you see this again you all remember this platform as well this uh Facebook ads manager or meta ads manager we have been to this platform everyone remember that right now let's say uh this is where you can create the ad you can do multiple ads over here do everything and sort of You can also which ads there are few ads which has already been created already been there might be running sort of things. So that part I'm not going to. Now similar to the Google pixel that we have created. Similarly we can also do for meta we can create meta pixel and then embite that into the ad campaign that we are running to monitor that whatever Facebook campaign that we are running from face uh for for my brand what is happening to that right so what we have to do is we go here and on this dashboard you'll find lot of buttons over here you have to find all tools right. So maybe I'll zoom a bit again for you all. You have to find this section called all tools. Click on that all tools. And that's when you have to find for a section called let me just check business. Yeah, it's on the top business setting. So on all tools you have to go to business settings. But once you go to your business setting, you will see who all are the active members to run the advertisement. So I mean this is inactive. Inactive right now, but you can check all that. And this is where you have to look for a section called data sources. Can you all see this data sources? So I click on data sources. And just under the data sources, you'll find a tab called pixels. Right? So I'll click on pixels. uh pixels have a new location. We have made some changes to our platform. Why they keep on changing the platform which I don't understand but it's okay. They made it easy. So uh and earlier the pixel was just once upon clicking the data source pixel used to get pixel. Now have they have changed the location of pixels. So we have made some changes to our platform. You now can locate this asset in the data set section. So this is data set section within the data source menu. So we can go to data sets now either this or we can click from here. Go to data sets and this is where you will find the data set. So if it's a running uh campaign you'll find this data sets over here any which way is running or if you want to create a different data set all together you can also create it. So if you'll just have to I believe maybe zoom out a bit you can see add. So you can click on add and you can create a data set over here just name it and like or you can select existing data set as well whatever you have. So let's say if I want to uh create the strategy 13th April next right so it's already here right so and you can see a person who has full control so it's me who is having full control for this ad campaign and this data set you can also assign other people whom you want to give access to those who are on this page you can do all that to manage the data tracking and everything else so once I click on display this paid strategy or whichever data set. Uh then what you have to do is we have to find this three dots over here. Click on this and it will open as a pop-up window saying open in events manager. So I'll open in events manager and yeah boom. So now you get these all this stuff over here. Share data showed in CSV file, link an application and also say things among among among this you'll find something like gather website event from browser activity send events and parameters from a website using a metapixel code snippet. This method would only allows website event to be sent. Browser events can be limited due to the privacy preserving technologies. So what I have to do is set up Meta Pixel and then there are two things. One is either you can check a partner. So partners like Shopify, WordPress if you are having a paid platform like Shopify and WordPress paid form of it, you can directly link that with this. So you can you can see use partner integration. So if you have a have a paid platform through which meta code is also aligning with it you can you can just click on that provide the details and the integration will have happen seamlessly without manually doing it. We are we do not have a WordPress paid version you know how we made the website. So in that case you can also set that code manually. So both ways automatically you can also do that and manually also you can do that. Am I so so far so clear to for everyone absolute understanding in that no doubts confusions right and then I'll do manually install code manually and yes so similar to this also what we didn't get over here in Google almost similar to this you get like something like this copy this code and the code Here the metapixel code here. Here we will get a Google pixel code. So again what you have to do is you have to copy the code. Once you copy it you can I I can show you how it looks over here. When I paste it see so much like Google code it's a metapixel pixel code. Similarly like how the Google pixel code is. This is metapixel code and end of the metapixel code. So again I go here. I have copied it. Now what you have to do is the same thing again that since we are doing it manually you have to go to the website you have to go to the appearance and then under that uh you have to find theme file editor look for header php file and once again you have to look for this part so this is where the head is closing and that's when I have to put like a section here. Enter and paste this meta code. So now this meta code is also pasted over there. I if I update it, the code will be active and it will track whatever is traffic coming from Facebook ads to my website and what they are doing. It will seamlessly capture those stuff. The metapixel code is bit easier. You don't have to assign lot of many things. It just automatically covers all those things because it is based on the user behavior and demographic and sort of things not based on the keyword. >> And with that we have come to the end of this course. If you have any doubts or questions you can ask them in the comment section below. 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