Presentation script

📌 DIGITAL ADVERTISING & SOCIAL MEDIA

MARKETING – DETAILED PRESENTATION SCRIPT

🔹 SLIDE 1: Introduction (2 min)

"Good [morning/afternoon], everyone! My name is [Your Name], and today, I’ll be discussing
one of the most important marketing tools in today’s digital world—Digital Advertising and
Social Media Marketing."

"Before we start, let me ask you a quick question: How many of you have ever bought a product
after seeing an online ad? I think all of you do it. That’s the power of digital advertising—it
influences our daily buying decisions!"

"Today, I will cover:"

✅ What digital advertising is
✅ How it differs from traditional advertising
✅ Why it is important
✅ The different types of digital ads
✅ How it works
✅ How businesses measure success
✅ Best practices for effective advertising

🔹 SLIDE 2: What is Digital Advertising? (4 min)

📌 Definition:

Digital advertising refers to promoting products, services, or brands using online platforms
and digital technologies.

💡 Example: When you search for “best smartphones” on Google, you might see sponsored ads
at the top—this is digital advertising!
And there are comman types of digital ads. Such as,

 Search Engine Ads: Ads that appear on Google, Bing, etc.

 Social Media Ads: Sponsored posts on Facebook, Instagram, TikTok.
 Display Ads: Banner ads on websites.
 Video Ads: YouTube ads before a video starts.

💡 Question for the audience: "Think about the last ad you saw online—was it on Instagram?
YouTube? Google? That’s how common digital advertising is today!", I think you have
difference aanswer.

🔹 SLIDE 3: Digital Advertising vs. Traditional Advertising

(5 min)
First I will tell what is digital advertising,
Digital advertising is advertising delivered through digital
channels such as the internet, social media, mobile apps,
search engines, and websites.
And also traditional marketing is, Traditional advertising is
advertising through offline media channels that have been
used for decades.

I will tell you what are the key difference between them.

📌 Key Differences
 Feature Traditional Advertising Digital Advertising
TV, radio, newspapers,
Platform Websites, search engines, social media
billboards
General audience (anyone who Specific users based on interests, behavior, and
Targeting
sees it) demographics
Cost-effective (pay only when someone clicks or
Cost Expensive (fixed price)
engages)
Tracking Hard to measure results Easy to track engagement, clicks, and sales
Flexibility Cannot be changed easily Can be adjusted anytime

Flexibility in digital advertising refers to the ability to quickly adapt

campaigns, adjust strategies, and optimize performance based on real-time
data and evolving market conditions, offering advantages over traditional
methods.

Understanding your audience and targeting them with precision is the

cornerstone of successful digital marketing. It allows placement agents to
tailor their messages to specific investor segments, resulting in more
meaningful connections.

💡 Example:
Imagine you own a clothing store. If you advertise in a newspaper, everyone sees it, even if they
don’t like fashion.
But with digital ads, you can target only people who are interested in clothing, making it more
effective.

🔹 SLIDE 4: Why is Digital Advertising Important? (5 min)

📌 1. Large Audience Reach

 More than 5 billion people use the internet.

 Businesses can reach people worldwide instead of just their local area.

💡 Example: A small business in Sri Lanka can sell to customers in the USA through digital ads.

📌 2. Targeted Marketing

 Ads are shown only to people who are likely to buy.

 Businesses can target based on age, interests, location, and search history.
💡 Example: If you search for "running shoes," you may see Nike or Adidas ads later.

📌 3. Cost-Effectiveness

 Businesses can control their budget (spend $5 or $5000).

 Unlike billboards, you only pay when someone clicks or views your ad.

📌 4. Measurable Results

 Advertisers can track how many people saw, clicked, and bought from the ad.

💡 Example: Facebook Ads Manager shows exactly how many people clicked an ad and
bought a product

5. Increased Customer Engagement

 Digital marketing allows direct interaction between businesses and customers through:
💬 Comments
❤️Likes
🔄 Shares
📩 Chatbots
💡 Example: A customer can ask a question about a product directly through Instagram
DMs.

🔹 SLIDE 5: Different Types of Digital Advertising (7 min)

📌 1. Search Advertising (Google Ads)

 Ads appear at the top of search results.

 Businesses pay to appear when people search for certain keywords.

💡 Example: If you search "best laptops," brands like Dell and HP pay to show their ads first.

📌 2. Display Advertising

 These are image or banner ads on websites.

💡 Example: While reading a news article, you might see an ad for an airline offering discounts.

📌 4. Video Advertising (YouTube, TikTok Ads)

  Ads played before, during, or after a video.

💡 Example: A 5-second ad before a YouTube music video.

5.Streaming Media Advertising

Streaming media advertising refers to advertising through digital streaming services like YouTube,
Netflix (ad-supported plans), Spotify, Amazon Prime Video, and other platforms where people consume
audio and video content online. It allows brands to reach a highly engaged audience through targeted,
non-intrusive ads.

📌 5. Audio Advertising (Spotify, Podcasts)

 Ads played between songs on streaming platforms.

💡 Example: Spotify free users hear ads between songs.

6. 📌 3. Social Media Advertising

 Ads shown on Facebook, Instagram, TikTok, LinkedIn.

 They look like normal posts but are paid promotions.

💡 Example: Instagram might show an ad for a smartphone because you searched for one earlier.

🔹 SLIDE 6: How Digital Ads Work (5 min)

📌 1. Targeting the Right Audience

 Businesses select who sees their ad based on age, interests, behavior.

💡 Example: A sports brand can target only people who follow gym-related pages.

📌 2. Ad Pricing Models

 Pay-per-click (PPC) – Pay when someone clicks.

 Cost-per-thousand views (CPM) – Pay per 1000 views.

💡 Example: If an ad costs $1 per click and 1000 people click it, you pay $1000.
📌 3. Analyzing & Optimizing Ads

 Businesses track performance and adjust ads to improve results.

💡 Example: If an ad is not getting clicks, the company changes the image or text.

🔹 SLIDE 7:Digital Advertising metrics(5 min)

1. Engagement & Reach
📌 Engagement:

Engagement measures how actively users interact with an ad. Higher engagement means the
ad is attracting attention and encouraging user actions.

✅ Click-Through Rate (CTR) – Percentage of people who click the ad after seeing it.
✅ Likes, Shares, Comments – Measures how well users are engaging with social media ads.
✅ Ad Interaction Rate – How often users hover, click, or interact with an ad.

💡 Example: If an Instagram ad gets 100,000 views and 5,000 people like or comment, that
means it has a high engagement rate, indicating audience interest.

📌 Reach:

Reach refers to the total number of unique users who see an ad. A higher reach means more
people are exposed to the advertisement.

✅ Impressions – The number of times an ad is displayed.

✅ Unique Views – The number of individual users who saw the ad.
✅ Ad Frequency – How many times a single user sees the ad (too high can cause ad fatigue).

💡 Example: If a YouTube ad is shown 1 million times but only 500,000 people saw it, that
means some people saw it multiple times (ad frequency = 2).

🔹 2. Conversion & Sales

📌 Conversion Rate:

The percentage of users who take a desired action after clicking the ad.
✅ Leads (Sign-Ups, Form Fills) – Users who provide contact details.
✅ Purchases (E-Commerce Sales) – Users who buy a product after clicking the ad.
✅ App Downloads – Number of people who install an app through an ad.

💡 Example: If 10,000 people click an ad but only 500 make a purchase, the conversion rate is
5%.

📌 Cost Per Conversion (CPC, CPA):

The cost required to get one person to take action.

✅ Cost-Per-Click (CPC) – Cost paid per ad click.

✅ Cost-Per-Acquisition (CPA) – Cost paid per sale or signup.
✅ Return on Ad Spend (ROAS) – Revenue generated for every $1 spent on ads.

💡 Example: If an ad costs $1000 and brings in $5000 in sales, the ROAS is 5x (meaning the
business earned 5 times what it spent).

🔹 3. Website & Audience Metrics

These metrics measure how users behave after clicking an ad and landing on a website.

📌 Website Traffic:

✅ Number of Visitors – Total people who visit the website from an ad.
✅ New vs. Returning Visitors – Tracks if users come back to the site after an initial visit.
✅ Traffic Sources – Where visitors came from (Google, Facebook, YouTube, etc.).

💡 Example: If a business runs a Google ad and sees 20,000 extra visitors to its website, the ad
was successful in driving traffic.

📌 Bounce Rate:

 Bounce Rate: The percentage of visitors who leave the website without interacting.
 A high bounce rate means the ad may have attracted the wrong audience or the website
isn't engaging.

💡 Example: If 10,000 people click an ad but 7,000 leave without taking action, the bounce rate
is 70%, which is too high.

📌 Session Duration & Page Views:

 Session Duration: The average time users spend on a website.

  Page Views: How many pages users visit before leaving.

💡 Example: If users stay on a website for 5 minutes, it means they found the content engaging.
If they leave in 5 seconds, the ad might be misleading.

🔹 4. Social Media Metrics

Social media platforms like Facebook, Instagram, LinkedIn, and TikTok offer detailed insights
on ad performance.

📌 Engagement Metrics:

✅ Likes & Reactions: Shows how much users appreciate the ad.
✅ Shares & Retweets: The more shares, the more the ad spreads organically.
✅ Comments & Replies: Indicates how interested users are in discussing the ad.

💡 Example: A viral ad on Instagram gets 1 million shares and 100,000 comments, meaning it
reached massive organic visibility.

🔹 SLIDE 8: Best Practices for Digital Advertising (5 min)

✅ Know Your Audience – Target the right people.
✅ Use High-Quality Images & Videos – Visually appealing ads perform better.
✅ Track Performance – Use Google Analytics, Facebook Ads Manager.
✅ Optimize for Mobile – Most people browse on their phones.
✅ A/B Testing – Test different ads and see which one works best.

💡 Example: A company can run two versions of an ad and choose the one with better results.

🔹 SLIDE 9: Conclusion & Q&A (5 min)

"Digital advertising and social media marketing have transformed how businesses connect with
customers. With the right strategy, businesses can grow their brand, increase sales, and engage
with audiences effectively."

"Thank you for your attention!