PERFORMANCE MARKETING

The cost of Performance Marketing services in Malu is calculated based on:

• Work item cost before launch
• Management costs in the campaign
• Fees paid for the platform
• % Campaign effectiveness

Specific costs will be sent to businesses by Malu after consulting and thoroughly understanding the project.

When building a quote, Malu always considers the following factors:

• Brand status
• Products: Types, forms, selling prices, differences…
• Performance Marketing budget allows
• % Average Performance Marketing Budget vs Revenue
• Expected implementation time
• Industry average cost
• Platform performance prediction report
• Actual business data accumulated for 3 years (or 3 months)
• …

If you would like to receive a detailed quote sooner, please call  0988 622 991 or send a brief to info@maludesign.vn .

Specific Performance Marketing implementation strategy will be decided after researching and consulting for each business.

If the business is large and wants to implement it comprehensively, you can implement Performance Marketing based on  the customer journey , running the campaign from the stage:

• Build brand/product awareness
• Care, consider
• Decide to buy
• Back to buy

At each stage, customers can use different platforms to learn about products or interact with ads.

By deploying along the customer journey, Malu helps businesses maximize efficiency, reducing costs per customer.

However, if your business is smaller and has a limited budget, you can launch campaigns with a smaller scale, shorter duration, and target a more specific audience.

CPC  stands for ” Cost Per Click “, this is the cost per click on the ad.

Previously, any click on an ad would be charged even if it was a fake click, a hacker click.

However, advertising platforms are now smarter to automatically remove invalid clicks and refunds (as Google shared about how they  protect advertisers from fraudulent activity ).

And there are many other advertising techniques that help avoid invalid clicks.

Therefore, the reported clicks in these platforms are very reliable.

But CPC is often used only for reference and to evaluate the immediate effectiveness of the ad. A low CPC does not mean an effective ad campaign and vice versa.

CPM  stands for “ Cost Per 1000 Impression ” – cost per 1000 ad impressions.

Because when evaluating ads, advertisers want to use a unit large enough to be representative, so the number 1000 is used for reporting, a paid setup.

VD:

• Every 1000 impressions brings 100 clicks (CPC is 10%)
• Every 1000 impressions brings 10 sales opportunities
• Every 1000 impressions brings 3 orders

CPS  stands for ” Cost Per Sale ” – price per sale.

This metric is calculated when total advertising costs are divided by the number of actual successful sales from the ad.

For sales and service websites that only allow online payments, the CPS index can be easily calculated. But if COD is allowed or the payment process is complicated, it is difficult to calculate accurately.

In addition, each successful order no longer depends on many operational factors (consultation, delivery, care…). As a result, the CPS metric doesn’t accurately measure an ad’s performance.

CPL  stands for “ Cost Per Leads ” – cost per sales opportunity.

This is the price charged when the user clicks on the ad and contacts to make a purchase.

Different businesses define “Opportunities” differently, for example:

• Customers fill in full information Name, Email, Phone number is an opportunity
• Customers fill in the information, matching the target customer’s portrait
• Customers see the ad and call to contact
• …

CPI  stands for “ Cost Per Install ” – cost per install.

This is usually an indicator that application vendors are interested in.

You can install immediately on successful pay-per-install targeting platforms to gradually optimize cost-per-install.

CPA stands for ” Cost Per Acquisitions” .

Conversions here are the conversions defined by businesses and advertisers themselves. CPA is quite similar to CPL but more general.

Commonly used conversions are:

• Fill out the contact form
• Consulting message
• Click to call
• Fill in your email to download the sale kit
• Make an appointment
• Sign up for an account
• Install apps
• …

Different businesses have different conversion tracking options.

For example, when you hire Malu to run a Performance Marketing campaign to sell a high-end apartment project. You want customers to fill in the contact form (Name, phone number, email) for consultation. Malu will then install an ad targeting this conversion and use it as a performance report.

Or when you want to measure effectiveness by phone calls to the hotline. Malu can also set a call conversion target direction and use this metric for reporting.

Because of such flexibility, in the Performance Marketing service industry, businesses and agencies will often discuss to agree on the type of goal conversion and measure performance based on that.

Currently, almost any advertising platform automatically optimizes performance based on  target conversions .

Accumulating conversions  is when you  group together people who have completed a specific goal  and let the system know that this is your target customer. Based on this group, the system will analyze portraits and behaviors to find similar objects.

The more conversions you accumulate, the more information the system has about your target customers and the more ads you can deliver to that group, gradually resulting in higher ad performance.

You can also  specify how much money such a conversion is worth  for the system to optimize for itself.

Accumulating conversions is also related to budget, the more ads you run > the more conversions you accumulate > the more effective the ads are.

Note: Your target customer profile (who you consider valid conversions) is constantly changing over time, cumulative conversions from last year may not be true this year. Therefore, you need to accumulate more conversions in the short term.

Read more:  Install Google Analytics  properly to accumulate the right conversions.

The advantage of Performance Marketing is that you can start with any budget.

However, with a budget that is too small, only enough to run in the short term, it is difficult to be effective because the “Machine Learning” of the advertising platform has not yet had enough data to optimize ads or the ad frequency is not enough to drive customer behavior.

In addition, to implement an effective campaign, you need at least 3 campaigns:

• Campaign 1: Reach, filter customers for the first time
• Campaign 2: Remarketing drives customers to buy
• Campaign 3: Offer more offers to the group of customers who have interacted with campaign 2 but have not made a purchase.

With 3 such campaigns, you need a reasonable budget to maintain.

Even higher, with the multi-channel Performance Marketing campaign, which aims to optimize ads according to the customer journey, more campaigns are needed, which means more budget.

Note: Spending thresholds are different for each campaign, each product, each business, and from time to time.

Setting goals is the most important part of every Performance Marketing campaign.

When setting goals, Malu uses the SMART method:

• S – Specific : Specific to indicators
• M – Measurable : Measurable by the platform’s tool (or other feasible method)
• A – Attainable : Is feasible
• R – Relevant : Relevant to reality, based on cumulative data or industry averages…
• T – Time bound : A reasonable, clear time frame

Based on the SMART method, Malu cooperates with businesses to agree on a reasonable set of goals. Since then, campaign implementation and effectiveness evaluation are based on goals and indicators as a basis.

If when setting goals for a campaign, businesses do not follow a specific goal setting method or do not have data as a basis, which leads to unreasonable goal setting. This is the fastest cause of failure.

Have.

However, before deploying Malu will give comprehensive advice on the appropriate method and channel.

Then you can consider choosing the channel you want.

Building a  strong company brand has a lot of benefits, including a  marked improvement in advertising effectiveness .

When the brand is strong, a Performance Marketing campaign can target immediate sales without running an awareness-building campaign.

When the brand is strong, the ad frequency can be reduced > the budget is reduced while the advertising performance remains the same.

And many other benefits. Contact Malu immediately via hotline 0988 622 991 or info@maludesign.vn  for more specific advice.

At the start of the campaign, all content, targeting, audiences, channels, etc. will be unified by Malu with the business and launch settings.

However, that is only the initial setting, there is no real data to evaluate the actual effect. And  the data changes every second , every minute, every time a customer queries, every auction…

Therefore, advertisers must constantly monitor and adjust to bring the campaign to the end goal. This work accounts for a large proportion of the entire campaign.

This is also the reason many businesses look to Malu. . Contact Malu immediately via hotline 0988 622 991 or info@maludesign.vn  for more specific advice.

Native Ads  are native ads, they are usually ad types that are designed and laid out exactly like articles and news on websites participating in the Native Ads network.

Such a design makes the reader feel that this is a natural article, not an advertisement.

As noted by The Channel Report, Native Ads receive  53% more views than traditional ads  and can achieve a click-through rate (CTR) of 0.3% (versus 0.12% for other formats). standard ad format)

Have. Malu will issue a VAT invoice according to the signed contract, which includes all costs including fees payable to the advertising platform.

Malu reports the results of the Performance Marketing campaign in two ways:

• Real-time reporting: Through the platform’s customized, automated reporting. The data has been processed for easy tracking.
• Periodic reports: Monthly, quarterly.

In addition, depending on the type of campaign and the requirements of the business, Malu can make a response report.