Performance Marketing & Ad Content

Welcome back, Digital Marketing Executive!

Great job completing the first task.
You now understand where to market.

But a real Digital Marketer doesn’t stop there…

The next step is understanding how to use these channels effectively.

Because in Digital Marketing…
Knowing channels is not enough

• If you don’t know how to use them
• You won’t get results

Topic : Performance Marketing  

1) Digital Marketing vs Performance Marketing

2) Paid Ads Objective

3) Performance Marketing KPIs

4) Landing vs Website Pages

5) Remarketing and Conversion

6) Strategies to Create Converting Banner & Video for the Ad

1

Understand Digital vs Performance Marketing

In this Task, you will learn how to:

• Set Ad Objectives
• Define Performance Marketing KPIs​

Let Us Understand this task with the help of a case study of Savannah Restaurant

For Savannah Restaurant:

• Digital Marketing = Overall presence (SEO, social media, content)

• Performance Marketing = Paid campaigns focused on results (ads driving orders, leads)

Insight: Savannah uses Instagram for branding (digital), but runs ads for orders (performance)

2

Identify Ad Objectives

Ask:
  What does Savannah want from ads?

Possible objectives:

• Increase online orders
• Generate leads/reservations
• Promote offers

Example:
Savannah runs Instagram ads for a “Weekend Combo Offer”
Objective = Increase conversions (orders) 

3

Define KPIs (Key Performance Indicators)

Ask: How will Savannah measure success?

Common KPIs:

• Clicks
• Conversions (orders/bookings)
• Cost Per Click (CPC)
• Return on Ad Spend (ROAS)

Example: If Savannah spends ₹1000 and gets 20 orders → KPI = Cost per order

Activity

Compare landing vs website; design ads & remarketing ideas

In this activity, you will learn:

• Landing Page vs Website Comparison

• Remarketing concepts

• Creating high-converting ads content

Let us understand this with the example of Zomato Website and Landing page .

1

Landing Page vs Website Comparison

Now apply the same steps:

• Identify 2–3 ad objectives for Spice Garden
• Define 3–4 KPIs to measure performance

For Zomato:

• Website = General information (menu, about, contact)

• Landing Page = Focused page for one goal (offer/order)

• Example:
  Ad → “Flat 20% Off on Dinner”
    Leads to a landing page with only offer + order button

2

Understand Remarketing 

Ask: What about users who didn’t order?

Eg.  Zomato Strategy:

• Show ads again to users who visited website

• Offer discount to bring them back

 Example:
“Still thinking? Get 10% off on your first order!”

3

Create Converting Ad Ideas

Eg.  For Zomato:

Banner Ad Idea:

• Visual: Delicious food image

• Text: “Flat 20% Off Today!”

• CTA: Order Now

Video Ad Idea:

• Short reel showing food preparation

• Customer reactions

• Ending with offer

Focus:

• Clear offer

• Strong visuals

• Strong CTA

Activity

Suggest 1 remarketing idea

Create:

• 1 Banner Ad concept

• 1 Video Ad concept

1. Now apply for Spice Garden:

   Compare landing page vs website usage , Note down the differences in the below table format :

Congratulations!

You have successfully completed the Performance Marketing & Ad Content

What You Learned :

• Digital vs performance marketing differ in focus—branding vs measurable results.

• Clear ad objectives and KPIs are essential to track success.

• Landing pages are conversion-focused, unlike general websites.

• Remarketing and strong ad design improve conversions.

Checkpoint

Topic : Designing with Canva

1) - Logo Designing

2) Instagram Ad Creative