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Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

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Page 1: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 2: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Agenda

Media & Performance Marketing

Campaign Setup

Task: Campaign Draft

Campaign Creation

Analytics + Optimization

Page 3: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Media &

Performance Marketing

Page 4: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Print Outdoor

Radio TV

Internet

Media Channels

Page 5: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Internet

Page 6: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Search Display Video Social

Programmatic Affiliate

Digital Advertising

Page 7: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Earned Media

Shared Media

Owned Media

Paid Media

Source: Gini Dietrich - Spin Sucks

PESO Model

Page 8: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Strategy

Content

Performance

Online Marketing

Page 9: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Build

Measure

Learn

Ideas

ProductData

Source: Eric Ries - The Lean Startup

Page 10: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Campaign Setup

Page 11: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Marketing Funnel

ConsiderationAwareness

Click ConversionImpression

Page 12: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Audiences

Interest Groups / Existing Audiences

Website Visitors

Engagers

Engagers / Visitors

Lookalikes

Purchasers Lookalikes

Page 13: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Audience Funnel

Engagement Website

Interest Lookalike

Other

Website Engagement Purchase

Page 14: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Channels

Click rate Cost per impression Cost per click

Facebook 1,8 % 0,008 € 0,40 €

Instagram 0,6 % 0,004 € 1,00 €

Google Search 5,8 % 0,014 € 0,20 €

Google Display 0,9 % 0,002 € 0,20 €

Twitter 2,1 % 0,004 € 0,20 €

Page 15: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Ad Examples

Page 16: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Ad Examples

Page 17: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Ad Examples

Page 18: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Task:

Campaign Draft 📝

Page 19: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Campaign Creation

Page 20: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

business.facebook.com/adsmanager

Page 21: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 22: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 23: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 24: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 25: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 26: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 27: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 28: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 29: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 30: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 31: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 32: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 33: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 34: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 35: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 36: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 37: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 38: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 39: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 40: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 41: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 42: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Analytics + Optimization

Page 43: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

datastudio.google.com

Page 44: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 45: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 46: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 47: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 48: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 49: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 50: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 51: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €
Page 52: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Build

Measure

Learn

Ideas

ProductData

Source: Eric Ries - The Lean Startup

Page 53: Agenda - bernd-gmbh.com · Channels Click rate Cost per impression Cost per click Facebook 1,8 % 0,008 € 0,40 € Instagram 0,6 % 0,004 € 1,00 € Google Search 5,8 % 0,014 €

Thank you!


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…  · Web viewcompetitor by the co-efficient 0.50; the score must be corrected to 2 decimal places. The second decimal place will be rounded up to 0,005 and rounded down from 0,004

…  · Web viewcompetitor by the co-efficient 0.50; the score must be corrected to 2 decimal places. The second decimal place will be rounded up to 0,005 and rounded down from 0,004

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