Digital Marketing Course in 7 Hours | Digital Marketing Tutorial for Beginners | Edureka

With the ongoing pandemic. All the businesses have shifted
the working culture to Virtual environments. This has definitely
made digital marketing and important part of the organizations
to leverage their businesses and reach out to their potential
customers now globally. Speaking, the digital marketing industry is worth a
hundred ninety billion dollars. This proves that if you are someone looking forward
to building your career in this domain, then it is definitely
the golden time for you. All I welcome you to this full
course session by Edureka. And today, we are going
to talk about one of the most in-demand skills, digital marketing and
what follows is hopefully, everything you need
to know to get started with digital marketing.

But before we begin, let's look at our
agenda for today. First of all,
we're going to start out by introducing you
to digital marketing here. We will discuss about. Why do you require
digital marketing? The emergence of Trends
in digital marketing. The various channels of digital marketing
pocketing so on and so forth. Next we will move on
to search engine optimization where we shall discuss
about what is SEO and why do we require it? How does it work
on page and off page SEO and the difference
between them followed by this, we will talk about paid
marketing with Google ads. And here we shall talk about
how to execute an end-to-end, paid ad campaign, and the metrics to be
considered in Google ads. Next up, who we will learn about Mentals
of social media marketing, where you will learn
about tips and tools, used to master social media, marketing in the fifth module, we shall talk
about affiliate marketing.

And in this section,
we shall discuss. How does affiliate marketing
work and how to set up, affiliate marketing as
a merchant and as an affiliate moving on, we are going to talk about digital marketing
strategy and planning where we shall learn
about how to make an effective marketing plan
going Further in this session, we will learn
about how to create an integrated digital
marketing campaign and finally, we will end our session with the
available career opportunities and future scope
in digital marketing. We shall cover the roadmap
to become a digital marketer. And the most asked
interview questions in additional marketing
interview with this, I come to the end
of my agenda, kinda, take up this time to go ahead
and subscribe to us. And don't forget to hit that Bell icon to
never miss an update from the Eddie Rekha, you too. Channel. Also, to learn more
about digital marketing. Do not forget to check out
our certification training, the link to, which is given
in the description box below. So without Much Ado, let's get started
over 117 million people across the globe, use the internet and more
than half a million people prefer using digital marketing
for promotions, advertisements, and finally sales.

So hi guys, this is vaishnava from Ada Rekha
and we bring this to you, this amazing crash course
on digital marketing. So this video will be
your One-Stop solution for digital marketing. But before we get any further
with this session, let's take a look at the agenda. So, firstly, I'll give you
a proper introduction to what is digital marketing
moving on, we'll see. What are the different
channels or components, which build the pillars
of digital marketing, which are namely search engine.

SEO pay-per-click or PPC, content marketing, social media,
marketing and email marketing. Moving ahead with the discussion but also take a look at what
exactly Google analytics does. And we'll take a look at the conversion rate
optimization as well, and how exactly, you can start
your quest to become a perfect digital marketer. So, let's get started
with the session guys. So the term marketing is
not just about promoting and advertising your products. It's a complex concept
where you send cross, the right, message to the right person
via the right medium. Not talking about
digital marketing. It is basically
promoting your business through digital channels
like the internet website email and so on. So digital marketing has been around us
since the very beginning guys, it all started in the year 1970. Where a Pioneer programmer
Ray Tomlinson implemented, the first email program
on Artnet system ever since. Then there was a drastic change or the DraStic growth in
the field of digital marketing. Now, digital marketing is becoming very popular due
to increase in the number of Internet users
mobile phone users and digital content consumption.

You can also put this
across like this guy's digital marketing and Compass
has all marketing efforts that promote your product or
brand using electronic devices or majorly the internet. It also leverages averages
online marketing tactics such as search marketing, email, marketing,
content, marketing, social media, marketing, and mobile marketing, to connect with current
and prospective customers. The major goal is
to reach your customers. So from small scale to large
scale industry, operators, use digital marketing
to promote create awareness about the product generate
possible leads and also get your product sword.

Do note this, Guys, the ultimate aim is to benefit
both the provider as well as the customer, okay? So this was about
a brief introduction to what is digital marketing. Now, talking about the current
digital marketing Trends. Statistics also indicate that the Indian marketing
traffic is expected to grow, 291 times bigger
than what it was in 2005. Now, talking about the digital
marketing channels are like SEO content
marketing, Marketing, email marketing and so
on twenty-two percent of the entire worlds
population is on Facebook and close to 50% of Instagram
users or on it every day. Now, you can imagine the scale at which digital marketing
is growing right now, talking about the actual trends
of digital marketing industry. The first thing we have is
the artificial intelligence. Artificial intelligence is considered as the biggest
commercial opportunity for companies Industries and countries and will
Ruiz the global GDP by up to 14 percent by 2030.

This means that a I latecomers
will find serious competition within the next few years. So, start getting up, guys, and have a look at
how official intelligence works, and how digital marketing
plays a vital role in this now, artificial intelligence
is actually considered as a cutting-edge
technology and has numerous potential applications and marketing. It is also deployed
for Content marketing. Advertising and
customer service. So this is also considered as one of the hottest job
Trend in the market right now. And the next current trend
for digital marketing is a chat. Bots chatbots will power
up to 85 percent by 2020. This AI based technology uses Instant Messaging to chat
in real time with your website, visitors or customers. I think most of you know how chatbots work so nowadays
almost 30% of the tasks of fulfilled by
the Chatbots company used chart boards
to provide services, like customer support,
generating information and many more with examples
like Siri Alexa, it becomes clear. How chatbot can
make a difference in our lives every day.

And also this chat bot is also
known as a chatter bot, bought, artificial agent and so on. And this is basically a software program driven
by artificial intelligence which serves the purpose
of making a conversation with the user in the form
of text or Speech. So many people across the globe
prefer using chat pod as they're responsive platform
for 24/7 support like, I mention, it is mainly
for building a conversation with the user and responding
to their queries. It mainly helps in answering
and it also helps in very accurately recalling
your entire buying history. But most often, these are used to
answer simple questions or help a user accomplish,
a simple task.

So, this is also one of the latest trends
in the market right now. Now, talking about
video marketing video, marketing is one
of the most famous, and most important
market trends today, and is likely to continue
for the next 5 to 10 years. I think most of the viewers out
there know the value of a video. Also, a notable factors that seventy percent
of the consumers say that they have known a brand
by watching their brand, promotional video on
different marketing channels. The marketing channels will definitely include
social media marketing, which has a very wide platform. Also, in addition to
this 52 percent of consumers say that watching product videos, make them more
confident in online, purchase decisions. So video plays
an important role guys. Here, I can read
a lot about anything that is happening
throughout the world, but watching a video is equivalent to
readings and books. No, when I say
in video marketing, YouTube is not the only way
to achieve traffic.

So, when you're talking
about video Marketing, in terms of digital marketing, YouTube is not the only way
you can achieve traffic type that plenty of ways to drive higher engagement ratio
in terms of video marketing. As you have all the chances
of making a small video post or started live broadcast on, either any social
media platforms, like Facebook, Twitter,
Instagram, or so on. So this is also one
of the latest trends Friends of digital marketing
right now and the next counts, the biggest hit of the Year, augmented and virtual
reality marketing, augmented reality, advertisements ranked among the top applications
used by the marketers throughout the glue using this. You can bring static
or unreal environment. Something that would
integrate the offer with the reality of the buyer. What do I mean by offer
and the reality of the Bayou? It means to say that you can experience a A lot
of things right in front of your eyes but just that there's a little difference between what is
being offered to you. And reality reality is going
to be completely different with the offer.

Now this trend is one
of the top highlights of the Year 2019. And according to
statistics are AR and VR worldwide Market size
is expected to reach around two hundred and nine
point two billion dollars in only five years. This is definitely
a very huge amount guys. So augmented and virtual reality
is going to be the future of digital marketing. Now, the next one that I have on the list
is voice search. I think most
of you use smartphones and also everybody know
what our voice assistants. And when I say voice,
search voice, search, or Google voice, search is a Google product that allows your user to use
Google search by speaking on your smartphone
or your computer.

That is half the device sir. For data upon entering
information on what to search into the device by speaking. So we have a lot of Technologies
intertwined for this. Also, there is something called,
as Alexa and city, right? These make our lives very easy, you can just find any
of your restaurant or any of your queries,
any of your doubts, regarding any of the topic. You can just say
hello Google or OK, Google. And just say, Alexa find me a best restaurant
or find me something to wear. Find me a place which is very cozy and all
of these, right? So this is how easy
our lives are right now. So talking about this, that's of voice search
in the field of digital marketing hundred
and eleven point. Eight million people in the US are using
voice assistant in a week and also around 31 percent
of smartphone users across the world will be using
a voice-activated search like CD Alexa. And so on businesses must always Because on their marketing
Outreach efforts for using voice engine optimization. This helps in letting you know,
about your target audience, who might use your keyword
in their voice queries.

And so on, also do focus
on long, tail keywords, this is because the searches are
more likely to be more specific when it comes
to asking questions. You can just ask what is digital marketing
by just calling up Alexa, just tell me
what is digital marketing? It will give you the top. Search engine results. So, this is how easy
it is become guys. And also, you can make use of this to promote
your product, as well. Now, talking about the
importance of digital marketing. Why exactly do we
need digital marketing? Why is it so important in our day-to-day
life basis, technology? Well, again continues to drive
business in the 21st century, and Mastery of
digital marketing.

Techniques is a must
known pretty cool site. Well, I guess you guys are aware
of the term too. The marketing as a medium to promote your product
and your business. That's absolutely right guys. But why do we need
digital marketing? What's so important? Or why do you think you need digital marketing for
your business strategy and also how do you think digital
marketing is important? So let me just put out
a few pointers to you guys.

These are the major reason why you should actually
have two digital marketing. So today's marketing strategy completely depends
on digital marketing. During so when you are strategizing your business
needs digital marketing plays, an important role here. So how do you create a strategy
in digital marketing? Each company has
its specific set of goals but the majority of them
are only concentrating on driving sales to their organizations and
finding new gateways to success. This is where the
marketing strategy comes into the picture to take
your company's work, more effective. You have to take advantage of all the most
valuable marketing resources and Technologies. When I say digital
marketing strategy, it is basically a plan of action to achieve
your marketing quotes. The next important thing
which will lead to great success of your organization would be
the increase number of sales.

So digital marketing helps in driving more sales
to your organization which in turn
increases the revenue and also the pay scale. Now, the next one is it helps
you run your company branding. Your company is a must guys. So, you should be very confident about what your company
is dealing with. And also, you should know
how to promote your product, promoting your product and branding, a product
is a little different. So please note guys branding, your product is
making people know that your product is worth buying and also gaining
the customers trust. Now, the next one is it is easy to get familiar
with the marketing channels. So there are close to six or seven or seven to eight
marketing channels available and Sing along with these
marketing channels is very easy. Well, you guys know about seo seo is
search engine optimization which is basically used
for blogs or articles that you write and email marketing is
for prospective customers. Send out a professional email to
them and get a proper response, social media marketing, mainly deals with promoting a product on the social
media platform and so on. So getting along with these
marketing channels is Very easy and also digital marketing helps build a better relationship with
your customers or prospects.

So this is actually why
we take up digital marketing. Getting people's trust building. A good relationship with them
eventually leads to the growth of your organization. Digital marketing is
one such platform which helps you build
a better relationship with your customers. Now, the next one is better Roi return of investment
is also an important. In factor that influences,
the profit of your company. So the amount which you invest
in the marketing channel or marketing medium is going
to be really very high, but by using digital marketing, you're going to be
getting a lot back.

The money, which you
are going to be investing on a digital campaign or a digital marketing campaign
is definitely going to be coming back with better interest. And also digital marketing
has a wider and dynamic career opportunities. You can be Be hired
as a digital marketer. As for the role
of SEO manager, content manager, sem specialist and so on. Okay, so these are
the hottest job roles in the market right now guys, so grab the opportunity
and seize the day, and also, the important factor, which influences, your company's growth
would be appearing on the search engine result pages that is
on the front page of Google.

So making a company appear on the search engine result
pages is A tedious task in hand, but by using digital marketing and the techniques you will be
able to make this task easy. So, these are
some notable benefits or I would say importance of
having a digital marketing team in your organization. So now that you've understood what are the latest trends
in the market and also the importance of having
a digital marketing team or importance of having
a digital marketing campaign in your company. Let's move ahead and take a look
at the top reasons. Why? Why you should learn
digital marketing. It has a variety
of career opportunities. Digital marketing gives
you a huge scope and a multitude of job options
right in front of you, a recent report. Also states that there are
over 75,000 job listings on the very famous job board
in that is Also, do not guys. This field is in high demand as many digital marketers start
with the salary range of 45 thousand US dollars.

Unlike other fields digital
marketing has a lot of opportunities for freshers as
well as experienced candidates, not only in terms of jobs, but also you can earn
as a freelancer, digital marketer, and make some awesome
amount out of it. This field is actually evolving and hence it creates a lot
of opportunities for freshers and experienced professionals. If you're out there looking
for a job in the field of digital marketing, now is the right time
to start preparing yourself. And also, the most
important part is, it is easy to start
a new creative business project. You can easily create
your own project by making use of very, commonly used platforms
such as YouTube, blog creation, and affiliate marketing. These are actually a part
of digital marketing guys. So, once you understand
how this works, you know, where to put in more effort, which marketing channel
you should refer to reach your target audience and so on.

And also, in addition to this, you'll also have
enough knowledge about about optimizing your blog and the marketing channel
of your choice. So your audience can find you. So this is like you do
something for recognition but in return you
get a lot of trust. So this is like
a chain reaction. Now once people know
about your project and also have a variety
of career opportunities, it is easy to generate result and the digital sales funnel
social media platforms, like Facebook,
Instagram, LinkedIn, and many more are responsible
for driving good traffic.

Your website, these applications even involve
advertising your product. When a user lands on your website many
tend to browse more than just the webpage
that you land them on. Once they click out the webpage
that you land them on, you probably lost
the potential customer lead that you could have to follow up on generating leads
from the sales. Funnel is actually
a very difficult task, keep a hold of how your customer
is going through your videos or blogs or your Content that you create and also
do answer all the queries that they have about any of the problem
that they're facing. It is easy to drive, traffic to your website
from digital markets. Once you shift your focus
to digital marketing, there is no turning back guys.

The reason behind this
is having a website and letting the audience know
about your product, or service is
a very difficult task. And with digital marketing, this is definitely made easy
as this plays a major role in, Generating good traffic
to your website. You will have all
the opportunities to convert them into sales. Now, the next is
digital skills Gap. There's an enormous
demand for people with digital skills especially
the soft skills for those under the income bracket so
sticking with ongoing scope in this area. Even if you're
not a complete tacky, you'll have to look
at the foreseeable future of digital marketing. The skills Gap actually
refers to the difference between the skills required.

For a particular job. And this kills the person actually possess
the skill Gap is responsible for not being able
to perform a complete job. So using digital marketing
you can upscale your learning or knowledge about
the trending technology. Now the next major reason
is the versatility. Once you master the top
skills for the role of a digital marketer, you'll have a lot of exposure
to the broad set of skills. This makes it easy to change
your focus and later if You decide to switch
to a different specialization? The actual fact is, if you choose a career path, a specialization in the field
of digital marketing and then decide
to provide later, you're likely to need a little training in order
to make the switch also, you could work under
any specific domain of digital marketing. This can keep your skills
sharp and your work. Very interesting in this sense.

You can upgrade existing skills
while still learning new ones, but also staying the same I'm
field in digital marketing. There are plenty of choices and
ongoing learning opportunities where different skills fit
together in different ways. And the next factor, which influences the need
for digital marketing is this field is evolving. This is an evergreen field
which is always evolving. Digital marketing is
one such field where you'll find
something new to learn and follow you'll
find it interesting and gives you freedom to be
more creative in terms of Of creating a master plan. That is a master
digital marketing plan. It is going to help whether you're taking the lead
on the initiatives or not.

Since there are variety
of Specialists working on a given agency. You'll also be working
alongside professionals with the variety of backgrounds
and new strategies. So, get your hands dirty with this amazing digital
marketing field right now. One major factor which
always people look for, is how to stay Updated
with the current trends and how to stay ahead
of our competitors adapting, digital marketing to your
organization is a must guys, by doing this,
it lets, you know, your own company and also
your prospects interest even though you make good content
and beautifully design. Your website, you might still
end up not getting enough leads. This is possible. This is like the reality, right? This might also be because you don't know
about the current market trends. So unless you're Up to date
with the current market trends and also try to adapt
them in your company. You'll have a rough time
planning your strategy. So digital marketing is one such way through which you
can always be one step ahead of your competitors. Now, the next major factor, which eventually increases
the growth rate and also the job opportunity
would be having a good certification course, having a digital marketing
certificate is definitely going to help you get
better job opportunities.

Opportunities in this domain. Also, 60% of the professionals, feel that online certifications
have helped them a lot in. Mastering this amazing
technology, let's move ahead and take a look
at the components or sometimes, which is referred
to as the channels or types of digital marketing. But before you can actually
start your selection process to identify the best
digital marketing tools, you must always be familiar
with the various channels that are available. So Convention that are
mainly five to six channels of digital marketing. So the first one on the list
that we are going to be discussing would be search
engine optimization or say SEO.

So almost all people using
the internet are familiar and are making use of search engines
to look for anything that is promising
and worth searching for, in fact, up to 93 percent of online experiences
happening to people, usually Begin by using
the simple search engine. People use search engines
to look for information regarding a product
or brand or service, it is also stated
that 60 percent of search engine users.

Find a local business
to satisfy the particular need. So SEO is basically the process of optimizing
content technical setup and the reach of your website. So that your pages
appear on the top of the search engine result
Pages for any specific keyword. The major goal is
to attract visitors. Your website when they
search for products or Services related
to your business, this is going to profit the visitor as well
as the business because the number of views that you get is
directly proportional to the number of Revenue or the number of sales that
your company deals with.

Also, a fun fact to note here
is WordPress users alone. Published over 2 million posts. Every day this comes
out to approximately 32 blocks every second. So this means that the user these are
publishing over 216 blog post, while you're still
watching this video. Also, even on this block
creation sector I would say we spend around two to three hours and also it might go
up to maximum fires when you're writing a Blog. This is because we are
well aware of the fact that I should make
a Content appropriate.

And very appealing,
it takes time to make it good, make it promising
and also give a sales pitch. So now that you've understood
what exactly is search engine. Optimization. Let's take a look
at a few key points to note while you're
optimizing your content. So firstly that I have on the
list is optimizing your content. So try to Target
business analysis here, you need to be sure
about whom to Target and how to Target you might find
people with relevant taste and thirst but they wouldn't be
convinced with the type of content you create. So try to Target
the Right audience. The keyword also
plays a major role in better content creation guys. This is basically Ali. The development of a prioritized
list of Target search items that is related
to your customer base and market segments. So, do note that guy's keyword. Also is important
for search engine optimization. Now, the next thing
is web analysis, web analysis helps
in analyzing visible text and code to determine how well you're positioned
for search engine.

Alright? Now, the next way to optimize
your content is p word. Is that as I mentioned, keywords, play a major role
in better content. Creations keywords are
the targeted list of topics that are related to your customer base
do review competitive lists and other pertinent industry
sources to get a hold of, what are the keywords
which are ranking? Also check for how many
websites are competing for each keyword
prioritize keywords and phrases plurals singulars
and misspellings, okay? So keep a note of these Guys
and also long keywords, will help you rank
more and do check for search volume, guys. This helps, if you want to know
how many people are looking for the content based
on your business. Now, once you know this, you should know
how to rank your keyword. So, Google ranking plays
a major role in creating traffic and generating possible leads. So check for your content
every month to see where exactly it is positioned. So this was
about keyword research. Now, the To way to optimize your SEO is
by optimizing your content, create a proper lens title. Also, it should be keyword-based
as these established page team and direction for your keywords, use meta, descriptions or meta tags that help
in providing the user.

The gist of what is
the article about. So, these are the ways you can
optimize your content using SEO. So now that you've understood the different ways
to increase traffic. Traffic. Let's take a look
at the different types of a CO in use. So we mainly have
three types of SEO in use. So the first one
on the list is white hat. SEO. White hat is the most
popular SEO technique that utilizes methods
and techniques to improve. Search engine. Rankings of a website, it carries less risk
and tends to deliver lasting and compounding value. Over time, it adheres
to That Master guidelines, guys. So this promising Lee follows
the guidelines of Google, whereas we have something
called as black hat SEO, which exploits, the various weaknesses
in the search engine algorithms to get higher rankings, it is also not in accordance
with the SEO guidelines set, by the Google search engines.

And using these techniques, you can expect
an unpredictable quick but short lasting growth in results. So this is going to help
you guys in a A way, but it is not going
to be there permanently. This is a temporary sixes, which are going
to be achieving. So, white hat,
SEO is legal, and proper way to promote
or create content. But black hat SEO is something
which is illegal, and also it gives you results
which does not last long. The next one
on the list is gray hat, SEO grey hat, SEO is neither the
black nor white, but it rather combines
both it is a transformation from Black hat,
SEO to white hat, and vice versa. So this was about
to brief introduction to, what is SEO optimization? Now, moving on, let's take a look
at pay-per-click pay per click, which is also
called PPC for shot. Refers to the sponsored results on the search engine
result Pages or strp.

PPC ads are visible flexible and effective for many
different types of organizations with paid search. You only? Pay when your ad is clicked. So these are basically the ads that are present on top
whenever you search for a particular keyword. So, essentially, this is
the way of buying visits to your website rather than
attempting to earn those visits. Organically SEO is organic
marketing and pay-per-click is your spending money
on that ad to get a click or to get people
to buy your product.

Search engine advertising is one of the most
popular forms of PPC. Now you So, I've had this thought
when I see as what kind of adds am I going to be seeing? These are nothing but Google ads
or formerly called, as Google AdWords. PPC is, commonly associated with
the first Tire search engines, like, Google AdWords. So let me show you guys
how exactly this adds look like. So, if I search a dude,
a cow over here, you can see I'm getting
an eye over here. It says add a new record
or co-ed you take a course. So this is A paid ad or PPC. So this is exactly
how Google ads looks like. It is going to be
on the top ranked when you search
for a particular keyword. So the key word
here is a Eureka. If I'm going to be searching
for Eddie Rekha, this thing pops up which has PPC you'll normally
find shopping ads and text ads.

Now, why do you need PPC? How does it help your business? It's just spending so
much money on something. People would not prefer
investing on So firstly you need PPC to generate
more traffic to your website and as the link stands
on the first position, the possibility of people landing on your website
actually increases. And another major reason
why you should opt for PPC. In your business is
the speed precision and the agility speed. As in the advertisers
can quickly drive a significant amount
of traffic to their website. Precision is for creating
a highly targeted audience, too. Show your ads
and it is straightforward. Agility refers to
the performance measurement data which is available
pretty quickly. So for all these reasons, you should go for PPC
for your business. Now there must be some downfall if there are so
many noted Advantage for a business strategy, right? So, what are the drawbacks
of using PPC and how you should be aware
of the malfunction? So the major drawbacks
of BBC would be the cost and the volume.

Cost is one major Pitfall
of using PPC marketing because the amount
of money you spend, on each ad is very high. So depending on your competition and the business requirement PPC
will benefit your organization but you'll have to spend more
on it and the volume. If the users aren't searching
for products or services that you offer search
and shopping ads, won't generate much traffic
does leading to the downfall of your business, okay? So what sort of PPC, AD should you go
for other any types or so on? So the types of PPC ads completely depend on your
marketing strategy and codes. So, you should always
be aware of the ads that you want to promote grass, the interest of the viewer
by making it more appealing. Desire to promote your product. This is the masked guys, because until and
unless you like the product that you're promoting, nobody would actually go
for it, right? And always be ready. Need to take action
on any of the activities that might lead
to revenue generation. So you should be well,
aware of what you're doing.

So, what are the notable things that you should know
before going for? PPC, you should know
about digital ad strategy, digital advertisement design, add landing page at targeting
and pricing add strategy or the digital ad strategy
is the important part of PPC, you know, how to develop the foundation
of your Business with the step, by step process to create goals and Persona segments
for your campaigns. Also, the cross-channel methods for acquisition
nurturing building. Customer loyalty and branding
are very important in this face. Now, the next one is
digital ad design. If you break down,
the differences between PPC, display and social
ads, you know, that the benefits
and the best practices for each, find out how to write
relevant ad copy, headlines lead generation
forms and Dax that is called to actions.

Also, learn about
relevant, imagery content, including cinematography video, flash, banner, ads,
pop-ups, and so on. Okay, now talking
about the ad landing page, no matter how much
time or money, you spend on digital
advertising campaign, it will all go in vain. If your landing page, doesn't resonate
with your audience, optimize your firm's ads
and landing page design by platform and
set lead generation. And Social media goals
to ensure a seamless and personalized experience
for every visitor. And how does AD targeting work? You need to discover
various ways to reach a Target customers, including
add content, geographic, location, behavioral, and buying patterns
audience, behaviors, specific demographics,
and many more. And at the end pricing, you can develop
a comprehensive understanding of what the models mean
for your business. 2G and also do cover the manual
and automatic bidding and many more So
this was everything that you need to know
about PPC marketing. So let's move ahead and take a look
at content marketing. So, this is actually
considered as the key to success of your organization. So, there is a famous
saying content is anything that adds value
to the readers life, and also, there is another saying, which says content is the king, this saying had created
a lot of Buzz, amongst the online marketers and this is a different
area of marketing.

England, social media,
and SEO marketing guys. So content is the heart of
what we do as marketers, you talk to the customers
clients and the viewers and whomever you want
regardless of what form, it takes of the content
content marketing is the use of that content. Any of it to help
meet a marketing goal of your organization that could be the acquisition
of potential customers retention of existing ones, reach more people
with With your brand, or your product and really,
anything else guys. So, what do you understand
by the word content? Content, actually means something that has
valuable information. In terms of business, it is related to data and strategy of how to deliver
your product to the audience and the standard definition of content marketing
goes something like this. It is a strategic
marketing approach that is focused on creating and distributing valuable
relevant and consistent. Content in order to attract and retain a clearly
defined audience. It ultimately helps Drive
profitable customer action. So, what are the major reasons? Do you think would help
you consider content marketing as a career opportunity or for
your business aspect as well? So, content marketing head
its increase the sales which in turn increases the revenue.

You'll be saving yourself
from spending more guys. The amount you
spend on content, creating and marketing. Marketing is less compared to
what all the other people do. The major reason, to shift your focus
to content is that you will gain a lot
of loyal and good customers. Now, what exactly is the history behind the growth
of content marketing? Now, you'll wonder why the word content marketing
comes into picture. Was it there since the beginning
or was it named recently, the answer to this is, it was used in the year
17:32 by a man called Benjamin. In Franklin who published
the first version of his annual? Poor Richard's Almanac
he did this because he wanted to advertise
the new printing business that he had created. So this very event laid, a proper foundation
for what we are today.

So, why content marketing,
why not any other feet? No doubt that content marketing. These days is very popular, man, many short scale
Industries are using content marketing for the growth
of their business organization. But you can't do something just because it worked
for early adopters and just because massive B2B and b2c
businesses are using it today. Doesn't mean that
you it is, right? Even for you choose a domain that you are comfortable
with working and then strive to reach your Target and also categorize your agenda as to what part you have
to put in more effort, this will eventually
start giving you convenient results, okay? You will find a lot
of people using social media. Yeah. Applications like Tick-Tock
Instagram, Facebook, and all these applications
are actually considered as a platform for
Distributing the content that you create a hence
resulting in a lot of traffic on to your website.

So let's take a look
at the sales funnel. Guys, the main reason why
the actual reason for you to work on content marketing is
to sell your product. So the Outlook of content,
Marketing sales funnel, look something like this here, you can see that the number
of viewers Is are high. This is the double
number of people who are actually purchasing
your product, guys. So, say close to 75 percent of people are looking for
information about the content that you already have. And the next phase is the one where the users show
some interest in your website, or your content and has thought about going
further with it here. He or she has to decide if he wants to invest money
on your product or not. This is close
to 23 percent guys. So, these many people
are actually looking forward to taking a Your product
in this face, he or she actually wants to look
into more further information, regarding a product
and has related queries regarding the same.

So this is also a crucial phase for customers as well
as the organization's because there is a chance
that the customer might end up, not buying or Demands
a lot of discounts. So this is the most important
phase of content marketing. Okay, so here you can add an
or you can talk about your blogs or your videos or
Or your guest blogging, and all the achievements
of your company, as well.

The last phase is where the customer ends
up enrolling or paying for your product. The density is very less
compared to the number of visitors on your website. So this is what content marketing strives
that you're going to be striving hard to get
the conversion rate to be equal. Because the number
of viewers are very high and the number of people were actually ending up buying
your product is very less. So we are trying to make it very So that the revenue or even
the ROI is going to be equal. So this was
about content marketing. So let's move ahead and take a look at
what exactly happens in social media marketing. Social media, marketing is a powerful way
for businesses of all sizes, to reach your
prospects and customers. Great marketing on. Social media can bring
remarkable success to your business, creating
devoted brand Advocates and even driving leads and sales. It is also defined as a form
of digital marketing that involves creating and sharing content in order
to achieve your marketing and branding goats. But before you consider, Work social media
for your business, you need to know
the strategy behind it.

So, starting off
with social media marketing, campaign without a strategy
in mind is like wandering around Forest without a map. It will be fun, but you will get lost
in the process guys. So have a look at how exactly you can build
your career or know about social media marketing, how can social media, help meeting your business goals
is this even possible? Because when you log in
to any of your social media, Pages or accounts, all you can find is
Tick-Tock videos any of the animal pictures
or videos or so? Is there anything that can help
you promote your product? There is social
media marketing increases, the website, traffic helps, build formal conversation
with the clients and also helps in raising
brand awareness among the people on the social media platform because more than half of the entire world's
population is on internet.

And also most of them
are on Should media. So creating a brand identity and a positive outlook
for your organization is done using social
media marketing, the bigger, and the more engaged
your audience are on social media networks, the easier it will be for you to achieve
your marketing goals that is there on your list. So to start off
with social media, marketing campaign, I'll help you
with some tips.

So here are a few tips that you should follow or you should try to incorporate
a new Your business sector as well content planning. So this is the first one
on the list, guys. We have content planning
building a social media. Marketing plan is
very essential. Always consider keyword, research competitive research
to help brainstorm content ideas that will interest
your target audience under the next one, is create great content. Always be consistent with other areas of online
marketing as the content Reigns Supreme when it
This to social media, marketing. Do make sure you post regularly and offer extremely
valuable information that your ideal. Customers will find it. Helpful and interesting, create a consistent
brand image using social media for marketing. Enables your business
to Showcase your brand image across a variety of different
social media platforms. So, do you use social media
for promoting your product? Now, the next one
is a promotion, like I mentioned Social
media is for promoting a product social media. Marketing is a perfect channel
for sharing your best work with the readers
by writing blogs.

Once he gained a loyal fan,
following on social media, you'll be able to post
all your new content and make sure your customer
or your prospects can find it. Easily, sharing appropriate, link social media as a platform where you can leverage your own
unique content to gain a lot of followers and fans. It is also the best Like Forum
to share Links of your content that is relevant. If that corresponding
content provides great and valuable information, your target audience
will definitely enjoy.

So don't forget
to link them guys. Always keep a track
of your competitors. This is a must guys, it is always important to keep
an eye on your competitors. If your competitors are using
any certain social media tactics or any social media channel, that seems to be working for them to consider
implementing the same. Mmmmm, but do it
in a better way. Okay, now, how should you choose the right social media platform
for your business? There are so many mediums through which you can distribute
your content, right? So a few of them
prefer using Facebook, Instagram, YouTube,
Twitter LinkedIn, and many more. So let's see what suits the best
for your organization. First on the list is Facebook,
Facebook is a user-friendly, casual and easy to use platform and you can Easily promote
your product as well. Do require an
active social media, marketing strategy for this. You will want to pay
careful attention to the layout of your UI as the visual component
is a key aspect of your Facebook experience. So there are many groups that are already in use and you
can either join these groups or you can create a own group of your own and let
people add on to it.

So if you want
to join the groups that are already existing,
you just have to send them. I'm request post
your content and get a number of people to know
about your organization. It's a simple way to promote
your brand as well as your product or your content that you're creating Facebook
is just another medium through which you
can communicate with people all around the globe and also Eddie Rekha
has a Facebook page where we keep sharing
updates regarding any of the recent technologies
that we are working on. Now, Instagram is also another medium through which
you can promote your product. So Instagram is also
a growing social media Form and the users use Instagrams for promoting
their business and product. It is a photo and video sharing social networking service
created by Facebook. So sharing your content on Instagram is also going
to benefit your organization and also make you
a socially active person's. I see most of the people try
using Instagram for showing off their social life, but Instagram is also used for
promoting the products as well.

There are groups or there are websites which
I have the Instagram account to the tiki posting updates
regarding any of the new change which is their
in their organization, okay? So you can add stories
about the quiz competition and the offers that are going
to offer your customers, you even have something
called paid ads on Instagram. So when you open Instagram, you get ads which you
don't want to view, but it is already present there. So you just have
to scroll through it and even in the story is you
get a sponsored promotion, guys. So you Look into it
and also yeah, you can get paid
on Instagram as well. It is just like PPC, guys, okay? So let's move
ahead and understand how you can promote
your product using LinkedIn. So LinkedIn is a business
and employment oriented service that operates via websites
and mobile applications. It is mainly used for professional networking
by using LinkedIn. You can Target your prospects and customers and
post relevant content. You can join relevant groups on LinkedIn as well
and share your content.

Rent, or you can either build
your connection by posting it on your timeline
itself to let people know about the work you do. Okay. So LinkedIn is a professional
way of promoting a product guys. So encourage customers
or clients to give your business a recommendation
on your LinkedIn profile and these recommendations
make your business appear. More creditable and more
reliable for new prospects for the next one is YouTube. YouTube is the number
one place for creating and sharing videos. Content. And it can also be incredibly powerful social
media marketing tool. It is now operating as one
of the Google subsidiary. So what is so
fascinating about YouTube? YouTube allows users to upload
view rate, share report, or comment on videos and subscribe to channels
to get more views and likes focus on creating
useful instructive videos, guys. This will help gain
a lot of subscribers and also increase the chances of getting your video to rank
on the first page on Google.

So you can see either a cast
posts coming up every now and then, right? So you can either check for any
of the possible keywords by Eddie Rekha, it will be ranking
on the first page. So this is how you
can create your content, create more important
instructive and easy content so that people are the viewers will understand
what you're trying to tell. And also it is a platform
where you can earn a lot guy. So YouTube marketing is
like a boon to us. Now, the next one is Twitter. Twitter is one of the most widely used social
media marketing tools that let you broadcast
your updates across the web. It is a micro blogging and social networking service
on which users post and interact with messages known as tweets.

Follow tweeters in your industry or related fields and you
Will gain a steady stream of followers in return. Always be active on Twitter
and be sure to retweet when a customer has something
nice to say about your work and don't forget to reply, I think I've come
across a lot of people who just post something
on the social media and just forget
about its existence that shouldn't happen. If you're working constantly or the focusing more on social
media marketing do reply to their queries do ask
for suggestions do ask what they want from their end. All So doing this
will make them feel that you are actually a person and not the bot using Twitter for social media marketing
revolves around dialogue and communication.

So always be confident and interact as much
as possible to nurture and build your following. So these are some major social
media marketing platform, which will definitely
benefit your business guys. So, moving on, let's take a look at
how email marketing works. Email marketing is one
of the oldest and the most professional way to communicate
with your clients and Prospects. It is the most direct
and effective way of connecting with your lead, nurturing them and turning
them into customers. Consistently winning out over
all other marketing channels. How did email marketing come
into the bigger picture? The first email was sent by
Ray Tomlinson in the year 1971 according to a few sources what
he And was nothing really special but it was just a series
of numbers and letters, that looked more
like a password, the email was sent from one
computer to another traveling through a network of machines. Unlike the internet, we know today, this guy also
introduced the symbol art in the email, addresses
to the entire word and Wala. We are here using emails
on a daily basis in terms of work or promotional purposes.

So email Marketing actually
helps you to connect with your audience
and promote your brand. So why do you need email marketing when you
have social media, marketing, and other platforms where you can promote
your business for sure? Even this will have
its own reasons, right? So let's understand
what those are apart from being a primary
source of communication. There are a few more reasons
why you should go for email marketing.

The major reasons
are listed here so the first reason would be it gives you a better Roi or high Roi email
marketing returns close to forty four dollars
for every one dollar that you're going
to be spending. Also, it is an effective channel
to reach your customers or prospects email marketing
is close to 40 times, more effective than
Facebook Twitter to gain a lot of new customers. And also, it is easy to
integrate with other In channels and also you can check this chance to enlarge
your audience through emails.

And by blending these emails
with your profiles on the social media Platforms. In fact, the recent study shows
that 72% of people prefer receiving promotional
content through email, compared to 17% people who prefer getting notifications
from social media. So this graph here shows, the number of people
who prefer using email over other medians, so, Yeah, he made
also helps Drive conversions. Most of the marketers
are focused on driving more customers to their product, but regardless of whether they do so in the form
of bleed sales membership, the ultimate goal for marketers
is to turn potential customers into paying customers. This is the right platform because when you talk
about conversions there isn't a more powerful Channel
rather than email. In fact, the average
click-through rate of an email campaign is
Around three percent. And if you compare
it with Twitter, the average click-through
rate from a tweet as around point five percent.

So what are the best practices
for email marketing? If you start
with email marketing, you would definitely know the best tactics and some ways
to improve your skills. So a few notable ones among them
are build your own list. Buying email list is actually
a waste of time, guys. You'll be turning off most of the people whom
you're hoping to turn. Them into customers and run
the risk of being a labeled spammer. So do not buy email lists, okay? And also do not send
out ads all the time. Use your emails to build
rapport with customers, by sharing, your expertise,
giving them tips and insights, they can value also
establish your goals, clearly check what you want to focus on and deliver
it to the customers as it is required. And also select a type
of campaign that you You want to send up
this lays a foundation of what kind of campaign you
want to create on your own.

So, this was about
email marketing, guys. Now moving ahead. Let's take a look
at Google analytics. Google analytics is basically a web analytics service
offered by Google. That helps in tracking
and Reporting website traffic. It is also one of the most powerful
digital analytics software. This software provides
valuable insights that help. And shaping your
business strategy. So, what does it mean? What valuable inside? Do, I need to build my business? All companies have an online
appearance and therefore, it becomes very important for you to learn the inner
structure of your website to see whether it is accomplishing. Its goals are not irrespective
of the type of website. You should understand
the study of the behavior of their visitors. So why do you need
Google analytics? Google analytics is
Free of cost. Google does not charge you
for using Google analytics and you don't have
to pay anything to use. This product data collection is also automatic
in Google analytics. As this has special feature, that reduces the work that is required to put
Google analytics data into Google Docs sites or spreadsheets and also you can
easily customize your results. You can create your own reports
in Google analytics.

You can either choose one
from all the reports that Google creates or even
build your own customized report using drag-and-drop mechanism. It also helps
measure internal site, search internal site basically
reveals what potential customers are looking for. After landing, on your website you can track
them using Google analytics. Also this helps you
a lot with targeting the right platform social Why platforms are a great way
to drive a lot of traffic and engage potential customers
and using Google analytics, you have access to view what catches the attention
of the users and then place the ad accordingly. So this is a part,
Google analytics moving ahead. Let's take a look at cro or
what we say is conversion rate. Optimization conversion, rate optimization is
a systematic process of increasing the percentage
of Site visitors, who perform desired actions,
like, filling out a form, becoming customers. And so, on the cro process, involves understanding how
users move through your site, what actions they perform
and what's the barrier that is stopping them
to complete the task.

For example, let's say you're purchasing
a product online. Sure. You first perform
certain actions on the web page and then ask for suggestions
from your friends or relatives and so on. And finally, when you want to decide to go
ahead and buy this product, you'll have your own set
of queries, right? And you want some assistance
for it and you'll go across and call the customer care as
to how you can do it. Why should you
want this product? And all of it and then finally, you decide to buy
this product online. So this exact process is called
conversion rate optimization. So how to calculate a conversion treat your site's
conversion rate is the number of times a customer The user
completes the task /, your site's traffic
if a user can convert in each visit such as
buying a product divided, the number of conversions, by the number of session that is the number
of different times, the user came to your site.

If you sell a subscription, divide the number of conversions
by the number of users. So the conversion rate
optimization takes place. After the visitors makes
it to your website. This is different
from conversion. Ation for SEO or paid ads
that focuses on, who clicks through your site,
from the organic search results. How many clicks you get and which keywords
are driving traffic? Okay, so what are
the different ways in? Which cro can
benefit your business while not necessarily directly related to attracting
Organic website traffic or ranking on a search engine
result Pages conversion rate, optimization has distinct
benefits for SEO or your company business. They majorly include
improved, customer, insights cro can help you
with a better understanding of your key audience and find
what language or messaging. Best opens up to their needs cro looks
at finding the right customers for your business better Roi
higher conversion rate means making more of the resources
you have by studying how you can get the most
out of your acquisition efforts.

You'll get in more conversions without having to bring
in more More potential. Customers, it also
increases the scalability, while your audience size, may not scale
as your business grows cro. Lets you grow without running out of resources and
prospective customers audience. Aren't in finite. You can turn more
browsers into buyers and you'll be able to grow
your business without running out of potential customers. Better user experience
is also established. When users feel sophisticated
on your website, they To stick around cro studies what works on your site
by taking what works and expanding on it.

You'll make a better
user experience and the last and most important
benefit is the trust. So for a user to share
their credit card email and any sort of personal information
they have to genuinely. Trust the site your website is
your number-one salesperson, just like an
internal sales team, your site needs to be
professional courageous. And ready to answer all
your customers questions. Okay. So this was about a cro but this let's hop onto
the next topic of this video on digital marketing tutorial. So, let's understand how to become
a digital marketer. So, well, in order to become
a successful digital marketer, you need to possess
some desired skill sets, some of the top skills that you need to have
in order to bag a role of digital marketer
are specific marketing, channel, expertise, Should have walked
on a marketing campaign I believe T to execute
and analyze marketing.

Campaign should have the basic
knowledge of WordPress, the working of it and also should be able
to sell the product. And the most important thing is, you should always
be updated with the latest technology Trends. Okay. So this is exactly how you can start
your quest to become a successful digital marketer. Welcome to edu rakers sessions
on SEO tutorial. So the agenda for today's session is basically why do you
need search engine optimization? What exactly is search engine
optimization types of SEO? How does search engines
work tactics and methods? How to optimize keywords as
well as titles some tools that most digital
marketers use and Lines. So let's get started. My name is deposited.

Even I'm a marketing
professional with more than 20 years in different
aspects of marketing, including brand
and communication, marketing analytics, product marketing
and digital marketing. But digital marketing and digital media experience
parents more than 13 years. And I have worked
across SEO sem content, marketing, campaign operations, analytics, monetization
and social media. Now To start
with technically speaking, digital marketing is
any marketing activity using electronic devices. However, today digital marketing is synonymous with
the online internet marketing.

Let me talk to you a bit about
the current Global scenario. There is a significant
development that's happening right now, covid-19
is changing consumer behavior and therefore marketing. Build. Our consumer Behavior
has shifted marketing spends or marketing efforts
Have adjusted in response as confinement measures were introduced around
the world out of home. What we normally call as
ooooh and Cinema advertising, have shrank almost
instantly print, advertising has also Fallen. When you're few would have
noticed that meanwhile in home, media usage has gone up.

TV viewership has client, but digital consumption
has increased even more. Use of social media platforms and streaming services
have risen almost Most everywhere gaming
has also grown dramatically now, marketers have adapted
by following consumers, which means prioritizing
digital marketing. So digital marketing is expected
to grow in the future as well. And SEO or search. Engine optimization is one
of the most important aspects of digital marketing, almost all brands
irrespective of the domain or category need
SEO as a marketer or Digital marketing specialist, what is expected
to know understand and Implement SEO. So let's get started. With why do we need SEO? A huge percentage
of content product and brand Discovery
originates in search.

If you are a brand owner regardless of what
your business offers, your target audience is likely
searching for products or Services similar
to yours on search. Engines. If you want to attract them
to your site you need search engine optimization
so having good SEO, a improves the user experience and eventually the website
traffic SEO is a critical source of traffic for websites. Let us search
for something today. Let's search for furnitures. Okay, so you see the results
page on the left side, you see maps. You also see local results. Somehow, the search engine
has figured out that I am probably looking at buying Furnitures
close to my house and hence, it has shown me local results. Now, on the right side,
You would see. Images titles as well as prices
and where you can find them. These are ads, these are Google's shopping ads
and they are part of Google Google ads program. You come down further, this is where the search result
actually starts the sco or the search
optimized Pages start. Now, Google's algorithm
has been constantly evolving. Now it captures your location
and also at times your intent.

So why is SEO important one? Good. SEO helps in getting your pages. Ranked high on a search
engine result page, just like what? We see here. Hometown dot in, right? An SEO is organic in nature. Now, the biggest
advantage of SEO is that it does not involve
paying for the listing on the search result
page the ultimate purpose of achieving High rankings
is simple to attract more traffic to your own site. And ideally to convert
that traffic into leads and finally into
paying customers. When you look
at your site statistics or web analytics on a tool, like Google analytics, you can see how and where
your traffic is coming from. You'd have heard
the term organic search. Now SEO is aimed at increasing
your organic search.

Now the other search
would at times hear about is paid search
like the shopping ads. You just so the other
advantage of SEO is that it offers
a good user experience. Many of the search algorithm
updates focus on making sure that users are directed to sites that not only provide
relevant content but also a great user experience. This include technical factors like mobile-friendliness
usability site, speed Etc. Today, these play a particularly
important role in rankings than ever before. User experience has a very
high impact on conversions and hence can significantly
influence your sale as well as Revenue in the long run? The third interesting point
about SEO or search is that it's easy to measure. One of the biggest Advantage is
that you can measure virtually. Every aspect of your result, you can use Google analytics
to monitor your traffic, you are referral
reference sources, your conversions, and any other
metric that matters, Do your business. Now, let me just give
you an overview of how your search data looks
on Google analytics. So I'm taking you
to Google analytics, and let us look at the traffic, and let us, look
at the channels.

Okay, so what we see here, let me take you
to your page. But does traffic. Okay. So when you look for your traffic sources you
would get a data something which looks like this. So there is
direct traffic traffic which comes directly
to your side. They type in the URL
and they just land up. Then there is something
called organic search. So this is what we
are discussing today. Let's go and look at the breakup of this organic search
so it can be Google, it can be Bing. Now, Google analytics also
gives you interesting statistics in terms of the number of users that came in with how many
of them were new and some of their behavior on the site
like the bounce rate, the time, spent number
of pages they consumed Etc. So what exactly is Is
search engine optimization? We see results. We saw the result page. We see that. We know that we
searched every day. So what exactly is search engine
optimization search engine? Optimization or SEO is
a strategy for improving your site's rankings
in the search engine results. Google Bing Etc.

Are called search engines
page you just. So now that is known as the search engine result
page researched for colleges and this awesome results. The search results page
on an average, about 10 percent of the clicks happen on the ads
and 10% on the next page link that you see at the bottom
of the Google page. Now a good wholesome, 30% happens on the first result
that pops up. That is why Brands and websites are constantly
trying to optimize their pages to be amongst the top
three search results for more Most Publishers 70% of their traffic actually
comes from search.

Now, you will keep hearing
of Google quite a lot when we talk about search that's because about 90 percent
of all searches happen on Google addition to this, you would also be using Bing
which comes from Microsoft. Bing is the default default
Search tool for most MS, Office desktops and laptops. This also Yahoo cert
there is This Dogpile Etc. No, approximately about
15 to 20 percentage of users use Bing and Yahoo. Now, this numbers add up
to more than a hundred, that's because many users
use multiple search engines for their such requirements. Now, as a marketer, we focus on the
basics of marketing, that is to be there
where the consumer is. Hence, it's important for businesses to be present
on search engine results page. When a new brand comes up,
their first task is to have their Pages listed
on search have their pages, but we call as indexed.

Then their objective becomes
how to get onto page number one. Then they try to get on to be
amongst the top three results and then their effort
is concentrated on remaining amongst the top three page
results to just show you how big search. He's let me take
you to this site. Internet lifestyle. That's so, this is
the stats for the day. This about, 4.3 billion
internet users as on date today. And this is about 4.5 billion. Google searches happened today. That's how big search really is and how critical
it is for Brands. There are some myths
associated with search. Let's look at some of them. One is that optimizing
Google is sufficient. No agreed. Google does have the majority
of such Happening today. But there is also
being there is also Yahoo search normally, as a, as an SEO analyst, one tends to optimized
for Google first and then the others, it makes sense to look
at your website, traffic, understand the current numbers, the volume of search,
as well as the growth Trends.

Look at where they're coming
from and then decide on which search engine
to optimize first. Also many people feel that you can pay
and get traffic. So as to a Time attain SEO, if your site is
optimized for search, in terms of on-page of page and Technical parameters, you
don't really have to pay for it. There's something called
black hat, SEO, which we will be covering
a little later there. Many people try to pay and try
to get backlinks, Etc. Now, this is not really
the recommended practice. It might help you
in the short term, but it does not. Help you in the long term. The other myth is that once you do
your optimization, you don't have to do
anything after that. You're good to go.

You don't have to do anything. You just stay back and you just enjoy
the fruits of your work. That's for the case. Because sco algorithms
are constantly evolving now. Five years back you didn't see
local search results first. For example if you
are trying to buy perfumes, Google didn't tell you
where to buy performs. Hence you need to keep yourself updated with
the changing logic and ensure that your website's stay updated to the changes
that's happening. In the search engines. Let's start with the fascinating
history of search. Now, the history
of search is incomplete, if I don't touch a touch
a little upon the history of world wide web. So sir, Tim berners-lee, many of you would already
be annoying invented, the World Wide,
Web in 1999. Null mr. Bernard Lee came
from Oxford University and he was a software
engineer at CERN crn. The largest particle
physics laboratory near Geneva, Switzerland. Scientists came from all
over the world to use. It's a accelerators
but then certain noticed that they were having
difficulty sharing information.

So by October 90 Tim had returned the three
fundamental technologies that remain the foundation
of today's web. One HTML or hypertext, markup language to URI
uniform resource identifier. It's a kind of address that is unique and used
to identify each resource on the web today. We know it us URL third is HTTP
or hypertext transfer protocol. This allows for retrieval of
linked resources from the web. Now 1990 is when the first search engine
called Archie came up. It's kept an index of file list
of all public FTP servers. It could find excite came
from the project Archie text which was started
sometime in Feb, 19, 3 by a bunch
of Stanford undergrad students.

Now, they had the idea
of using statistical analysis of word relationships to make
searching more efficient. So the web's first robot
came in, June, 93, Matthew Gray, introduced, the World Wide Web
Wanderer, December 93. There were three, full-fledged board fed search
engines on the web jump station, the World Wide Web warm, and the repository
of based software, engineering are BSE spider
jump station gathered info about the title and header, from the web pages
and the www worm index, the titles, and the URLs and the RSB spider
did Implement a ranking system. Now, the reason why I'm talking
about All this is that today what search engines do? Learnt a lot from all
these early developments that happened in the 90s and in 94 the very
famous Jerry Yang and David fellow created
the Yahoo directory and this was a collection
of their favorite web pages and also number of links grew, they had to reorganize it
and make it searchable.

Like costs was the next
major search development. Having been designed at Carnegie Mellon University
No City around July of 94 like was went from a catalog of 54 thousand
documents in July 94, to about 60 million
in Number 96, and this was much more than any other web search engine
of those days infoseek. Also started out in 94, they really did not bring
much Innovation to the table, but they tied up with Escape. If you remember, let's keep was one
of the biggest browsers of boost days late 90s.

Early 2000s Etc. Since Netscape was
so popular in 4C, got a lot of exposure 95. I also saw look smart
and AltaVista Altavista. Brought many important features
to the web seen that they were the first to use natural language queries
Advanced searching techniques and they allowed users to add
or delete their own URL. They even allowed inbound link. Checking then came
in Tommy and Google. They became popular in Tommy
was a leading search engine and it was even powering
MSN search those days. However they lost of to Google
on account of user experience and relevancy as well
as speed of result.

Google's history began in 95. When Larry Page med-surg a brain in 96 the pair began
work on a search engine called backrub one
of the interesting things that backrub utilized
was that links? It runt Just using citation, notation that is
if another website be mentioned the website, a it
would be a vote for website. A the name back, rub comes from the algorithm
generated ranking for how many backlinks a page
has this engine worked on a Stanford service
for more than a year before.

It eventually clogged
up the bandwidth and was forced to move was registered on September 1997 A little bit
about Ms in such now. MSN relied on something called
Overture look smart as well as inktomi until Google
proved their battles mode. Em isn't search was replaced with Windows Live search
and later life search, got rebranded as being in 2009. So, let's look
at the types of SEO. Now, SEO can be white hat, SEO black hat,
SEO or Good to see you.

White heart is your refers
to the most legitimate practices a day to by marketers
to gain higher rankings. In the search engines. Results page the birth SEO
practices strictly abide by guidelines for SEO. Published by search engines
like Google the practices listed under the white hat. SEO techniques may be slowing
giving you results but the results last
for a longer duration by Ted is your activities
include having a secure. PS site, keeping
a simple URL structure. Tag in your sight for child-directed
treatment making sure your site is compatible with
different types of browsers. Making sure you have
a good clean HTML code and avoiding creation
of duplicate content.

I'm also making sure that your links are crawlable
by search engines. Black hat SEO, includes practices that aim at finding weaknesses and loopholes in Google's
algorithm in order to rank higher in the search
engine results Pages. These practices are against the guidelines
proposed by Google and overall, Google's algorithms. Now, the most common black hat, SEO, techniques include
spam links keyword Laughing. Cloaking hidden text
and links these practices. Aim at misleading, the users and redirecting
to the site. They don't need, let me briefly, explain
these techniques further. Spam links are
links between pages that are present for reasons, other than relevant content
or relevant action. Keyword stuffing refers
to the practice of loading a web page
with key words or numbers. Now, let me give you
a Google example. Okay, Google says keyword
stuffing is ready You think the same words or phrases so that it often
sounds unnatural it. For example, we sell custom, cigar humidor has our custom
cigar humidor tsar and made if you're thinking of buying
a custom cigar humidor, please contact our custom
cigar humidor specialist at custom dot cigar dot
humidors at

Okay, now the the phrase
custom cigar humidor has is used repetitively
and it sounds quite an Natural. And in fact, funny, let's look at cloaking clocking
is basically displaying different versions
of the same page to humans and search engine Bots, hidden text and hidden
link examples would be something like using white text
on a white background. Locating text behind
an image City, font sizes to 0 Etc. Now, some of the other practices that one should be careful
with are automatically generated content, for example. That makes no sense to the reader but
which may contain Search keywords something
called doorway Pages. Doorway pages are basically
Pages which bit users with a well optimized
high ranking page. But then quickly and automatically it
will redirect you to unrelated pages. Though, there may be
some short-term Success Through increased traffic
to your site. Google algorithms are getting
more and more sophisticated, and can penalize
your search result. Being in devastating effects
on your rankings and traffic. Your website can get demoted
OD indexed from Google and other search engines. Now, with hundreds of millions of users searching
on Google every day? Do you really think your website
can afford to be D indexed? Absolutely, we saw
that about 70% of traffic for many Publishers
come from search.

In many cases,
it's even higher than that. It 90% of times people discover
content through search. All right, let's look at gray. Hsu apart from black hat, SEO and white hat SEO there
exists gray hat SEO. Now, these include practice
of tactics or techniques, which remain ill defined by published material
coming from Google. Now, they might not contravene
the guideline in letter, but definitely in spirit
some examples exercise. Of internal links placing
more internal leaks onto a page that needed in order
to increase the likelihood of users visiting them, link exchange, aggressive link. Building between two different
sides for the sake of building backlinks. You also need to be careful
with affiliate programs. Many of us. If we choose
a career in marketing, might be doing
affiliate marketing. You need to be careful with it since pages
with product affiliate, links on which the product
descriptions and reviews. Copied directly from
original Merchant, without you're adding
any content or value.

It's not rated very well by SEO. You need to add value or original content
onto those pages. Spam in social media,
that's again a kind of gray. Hat is your that many people
do fabricating news. Since many news sites,
are eager for Content, creating fake news and trying to share them
to get traffic to your site. That's again,
a gray-haired practice.

There's also Nothing
like buying positive reviews, buying positive customer reviews
in exchange for reward, it could be money, it could be products
or even services and then there is something
called domain grabbing where one buys expired, High Authority, domains and tries to build
backlinks from them. Many times you
would have experienced what we call as cybersquatting, which is registering
a domain under the name of a known brand without
belonging to that Branch, for the purpose of either
stealing their Or reselling, the domain to them at a premium
later on the other way of classifying SEO is on page. SEO off page SEO, and Technical SEO on page SEO
consists of activities that are carried
out on the page.

That is to be published. Simply put the tasks that help optimize
a given page such that it appears higher
on a search engine result page. The on-page, SEO, activities, primarily include Infusing
keywords in the right quantity and in the order of priority
inserting internal links. Meta tags, meta description, building a customized
URL structure, taking care of images. You like inserting alt tags, and most importantly,
providing the users with good quality content. Let me take you
to a search result. Okay, and let me show you
what each of this result.

Constituents mean,
so what you see here, right? This is basically the title now, your title is the first
and many a times, the only part
of your search results, that people great titles need to be simple and they
need to be shocked what you see above. It basically is the URL. You might want to apply the same
principles for your url, as you did for your title tag.

Make sure your URLs are relevant and short but still
provide enough information to educate Lee display
when the page is what? It is about sometimes
you will often find timestamps under this,
maybe four blocks Etc, blogs news articles. This reflect the
freshness of content. Let me just show
you another search where we can get
some blog results, how to assemble or table, maybe. Yep. Right here.

You see the date stamp. So this basically tells how recent the article
is Make sure you refresh your content regularly
to avoid people. Mistaking, your content s old. Okay. Now what do you see here? But I have highlighted is
basically what we call as this snippet. Now, this snippet is
the description of the page and is usually limited
to about 150 six characters. While the snippet,
maybe the meta description that you wrote
sometimes Google sources. The snippet from
contextual information which is available on your page. This allows Google
to tailor this snippet, to each unique, search query, and provide relevant information
pertaining to that search. One thing you need
to keep in mind. That they don't really
make up words or sentences, they pull out whatever is
there on your page. So, it's not only
important to write an effective method description, but also incorporate
easy to digest, chunks of information
throughout your page. So that Google, or any other search engine
can identify source and display it.

Then there is something
called Rich Snippets, Rich, Snippets normally
provide additional information like a photograph. Half roll star rating, Rich Snippets are
more visually pleasing and offer a better
jumping off point. And hence, they often have
a higher click-through rates, you can increase your chances of, getting a rich
snippet by adding, what we call as the structured
data onto your site. Let me try searching
for the do here. Let do recipes. Okay. Now let's look at this recipe from let's look at this recipe
or no not that the one below it may be yes. Indeed. So if you look at this recipe
you will see the image. You will also see the rating. You also see the time taken to make it as well
as nutritional information. Calorie information, Etc. Now this is what is known
as a rich snippet. You can also get
rich Snippets at the top of your page like this. Like what you see here. Now these are known
as featured Snippets the other interesting thing. On a search result page
which you might have noticed, the times is searches
related to this.

Section is great
place to Source, other keywords to include
in your content. Now, the tip is to use
these keywords sparingly and sprinkle them
across your content and consider incorporating
a few of them in your The headings coming back
to the furniture result that we saw. You see something here. These are called site. Links, the links shown
below the result and these are meant to help
users to navigate your site. Google analyzes, the link structure
of your site to find shortcuts that will save users time and allow them to quickly find
the information they are looking for coming to off page SEO.

Off Pages. You refers to activities
that are performed on a page. After it goes live on the web, these activities include
sharing the pulsed commenting on the post to build
engagement lacking. The post answering queries
off page SEO techniques, help to strengthen
the influence and relationship. Your website has
with other websites. This techniques build, a website is
reputation and Authority, these factors help
search engines, see that. The website is
an ideal search result because it is from a reputable
reliable trusted source, which is coated,
or linked by other. Good quality. Trusted sources. Typical Su the SEO activities
included in this category relate to site speed like optimizing
your Java scripts, your images, how your ad,
loads in case you are, right, publisher site like Times of India or it also includes
things like mobile friendliness. East the layout of your page suitable for mobile
or handheld devices. As well as things like indexing,
crawl ability, site, architecture structured
data and security. So how exactly does
search engines work? Search engines exist, to discover understand
and organize, the internet's content in order to offer
the most relevant results to the questions such as
are asking to show up in search.

Search results. Your content needs
to be first visible to the search engine. It's arguably the most
important piece of SEO puzzle. If your site
can't be found this, no way you will ever
drop in the Ser piece or search engine results page. Now, search engines have three
primary functions crawling. This is basically scouring
the internet for Content looking over the code
and the content for each URL, they find indexing
store and organize. As the content found
during The Crawling process. Once the page is in the index, it's in the running
to be displayed as a result to any relevant queries. Third is ranking ranking, basically provides
the pieces of content that will best answer
it Searchers query, which means that results
are ordered by the most relevant ones first
to the least relevant ones last. Let's explore each
of these a little further. So what is crawling crawling? Is the Discovery process
in which search engines.

Send out a team of robots, also known as crawlers
or spiders to find out new and updated content. Now let me talk to you
a bit about robots or as we call them both and
internet boat is nothing but a software application that runs automated tasks over the Internet thus run
by boats are typically simple and they are performed
at a much higher rate compared to Human internet activity. So googlebot is only
a computer program which is written by Google that. Crawls the web and adds pages to its index googlebot
crawls web pages via links or hyperlinks. It finds and reads,
new and updated content, and suggest what should
be added to the index. Googlebot also uses
the sitemaps and databases of links discovered during previous crawls
to determine where to go. Go next. Whenever the crawler
finds new links on a site, it adds them to the list
of pages to visit next. If googlebot finds changes
in the links or broken links, it will take a note and then
it will update the index. Accordingly, the program
determines how often it will crawl pages to make.

Sure googlebot can correctly
index your site. You need to check your site. Scroll ability. If your site is
available to crawlers, they come around often
and they Find out what's new. The next step is indexing. So how exactly this indexing
work after finding a page, the boat Fitch's, or renders the page in the way your browser is
that means the board sees what you see, including images videos,
other Dynamic page content, Etc. The board. Then organizes this
content into categories, including images, CSS HTML. I'll text and keyboards Etc. Now, this process actually
allows the crawler to what we call understand
what's on the page. And this is a necessary
precursor to deciding for which keyword searches
the page is relevant.

Now, the search engines, then store this information
in an index. An index is a giant database
with a catalog entry for every word seen
on every web page, indexed, Google's index
is called the caffeine index. To give you an idea
of how big it is. It takes up around
hundred million gigabytes and fills server Farms, which is basically
thousands of computers that never get turned off and they are located
across the globe.

Let's explore cranking in
the final step search engines, sort through indexed information
and return the right results for each query. They do that with
search algorithms, algorithms are rules
or mathematical Models that analyze World researcher
is looking for and which results best answer the query. Algorithms used numerous factors
to define the quality of the pages in their index. When you of the ranking factors, used in this algorithms,
use popularity of a piece of content and even
qualitative experiences, that users would have
on the page. Other factors would include
something like backlink quality, mobile friendliness, how recent or how, Rest, your content is engagement
that's happening on the page, as well as page speed. So what really happens
when search is performed. Now that we have understood, there are, there are three steps
in the process of process that search engines use, let us just walk through how search engines answer
queries from the moment. You type a term
in the search bar, Step One is search engine
sparse intent to return. Results.

Search engines have
to understand the search intent behind the term. They use sophisticated
language models to do that breaking down your query
into chunks of keywords and parsing, for example, if Google's synonyms system
allows the search engine to recognize when groups
of words mean the same thing. Let us just search
for floral parasols. Okay. Now you see lot of results, which have got
umbrella, etc, etc.

So the search engine
has figured out that umbrella is a synonym
for parasol search engines. Also use keywords to understand
broad categories of such intent. Now, if I were to
type parasols online, it will start throwing
where I can buy because it has kind of
figured out my intent behind The phrase floral
parasols online search engines also use freshness, algorithms to understand
search intent, the algorithms identify trending keywords, and return your pages.

You would have noticed
that during elections, the results of radically
different from what you see during non-election times. Step two is where search engines
match pages to query intent, once the search engine
understands the kind of results. You want to see,
it needs to match, the pages factors, which help in
matching this Pages, include the title of the page, the content that is the type
of content, as well, as well as the quality. The quality of
this site freshness, the popularity, as well
as language of the query. Now, step 3 is where the search engine
supplied localized factors. So that could mean location. You know, some searches
like restaurants near me are obviously location dependent, but you would have noticed
that at times. If you look, if you search for paneer,
tikka masala from Bombay, the results would be
very different from what your friend gets for sir. Paneer, tikka masala in Delhi. The localized factors
also include things like search settings. Whether you have a preferred
language told you have opted for something called SafeSearch
which filters out content. It also includes factors
like search history.

Now if you search
for Mumbai Hotel, You will see results for hotels in Bombay and if you click
on something like Hotel, Mumbai the movie
and then you come back and search again, you will start seeing more
of the movie results. All right, moving on. Let us look at some
of the tactics and methods. All right, step 1,
ensure good user experience. That would mean,
clear, navigation, and ease of use simple steps. Keep fewer number of clicks, so that users can reach
their destinations faster. Layout should be intuitive, the flow or transition of pages
should be intuitive and visual design should be appealing.

Action buttons should be located in the right places as
well as it should be easy. To work with particularly in the case of mobile
sides content, Creation. In sure there is proper
content strategy in place, there should be
a Content, calendar, and schedule in place
with the agility to meet topical as well as other
and planned events convention, be relevant and useful
to the visitor. And it should add value to him or her content
can be in the form of text articles infographics. Images and photos videos, podcasts webinars,
white papers PDFs, Etc. Keyword research is a critical
component of SEO content, marketing content, marketing involves
creation as well as dissemination of information, which is valuable and relevant. So as to acquire new customers
engage with existing customers and prevent John, the ultimate aim is to increase the proportion of
engaged customers and thereby. By help in increasing
your revenues create backlinks. Backlinks get created when you
have a good quality content. For example, if you have an amazing sight
on cricket history and been BBC or Times
of India writes, an article on Cricket and they link it
back to your site.

These are backlinks backlinks
are also created. When your page is linked up or coated in social media
by social media users, make sure you
disseminate your stories or content out there. Let me give you an example
of what I recently came across, I came across an article
about a dog. This dog is peculiar and cute, because every time his owner,
drop something on the floor, the dog sitter or things
like paper towel books, Etc. The dog picks it up and he
hands it back to the owner. Now, I saw this
on a new site but eventually, then I clicked
on the link and ended up on the Instagram page
and started following. Blowing the dogs handle. Now, look at the process
that has happened. One there was
a very good content. This case the video of the dog
to those dissemination of the content which was by
posting on Instagram and three was optimizing
the Instagram content.

Maybe he might have used good,
hash tags Etc. So that it got discovered
by probably by a journalist who works for a new site. And once the
journal is published, The Story on Website more
and more people discovered it, and came back
to the original Instagram story. So that's how backlinks
that credibility and bring traffic to your site. It can be a site,
it can be your instapage. It can also be
your Twitter handle. Let's talk a bit more about
how to optimize or keywords, select your domain, and Target the most
popular keywords. For example, if you have a business
of Home Decor products, Ideally, you should choose
a domain name users can easily relate to and
what reflects your business. Let me take the example
of Home Center. Homesteader is a home furnishing
retailer the brand, reflects it, as well as the domain. If you see the domain, it's his home center dot
in the domain. Also reflects the product
that it sells Now, let us look at a particular
category within Home Center.

Furniture. Now, check out the URL. Now the URL, reflects,
what the product is there, on that particular page, right? Effective content based
on keyword research. Now there are tools like Google, Keyword Planner, which helps
to identify keywords, based on actual search stats. Let's assume that I'm writing
an article for. I'm writing an article
on home decor Probably for users and I'm going to write
about living room Decker. So I'm a bit confused as to what
are the words I need to use. So they use something
like more lat or should I use paintings? So what I'm going
to do now is let's use Google's Keyword Planner
and decide on what to use. So here are the words
that I am looking for. I am looking for wall art. Out. Paintings. Art, probably maybe
wall hangings. And let us see. What the results are. Now, as you can see, I have got all
these keywords here.

Okay, I also have the average
monthly search that happens. And it also tells me
how the competition fairs. Okay. So these were our keywords and we see the that
me just show you. We see the monthly searches
and we also see competition. So So ideally I should be
looking at high volume. and, I should be looking
at high volume and low competition. So these are the key words
that I will Target first. I hope you got an idea
of how to use keywords and how to optimize your page. So I can also use
Google search results. The way we saw it last time,
we're at the bottom of the page. I get to see the related
search queries that people use. I can also use something
called Google Trends. In addition to this, we can also use
the search console that webmasters have
in Google webmasters. Mal keywords can be of three types they
can be generate or they can be broad match
or they can be long-tailed. Now generate keywords are just like what their name says
they are generic in nature.

Now the advantage is
there high on volume but at times they're
also high on competition. They are a times high on cost
and if you are a new entrant, the Rob ability to rank on page. One is fairly low. Now, there's something
called broad match keywords. The broad match, keywords are much
more detailed and specific than generic keywords. So, we know that a user who makes
the search kind of knows, where or what she's looking for, this keywords are
relatively easier to rank.

Long tail keywords are the most
specific set of keywords that leave absolutely
little scope for guesswork. One thing the marketer
can be sure of while using long tail keywords. Is that the user is
already aware of what he or she searching and is looking
for some specific results. This also means that the probability
of making a sale is much higher. Now, long tail keywords, the search volumes are low
but Conversion probabilities are much higher. Also competition is much lower. Let me show you some example
using the same Decker example that we used. I'm taking you to Google Trends. So basically, Google Trends will help you
to search for terms words and love you to compare
across periods of time. Let me search for Decor
as in home decor. Okay, we can check
for different geographies. Let me check for India.

And you can also
change the time period that you want to check. So let us look at the results. So, this is basically
the result for decor. Now, let us look
at at something, which is a little
bit more specific. Let us look at curtains. Maybe even something still more
specific like window, curtains. And let's see how
the results look like. So what you see in blue is Decor which is basically
a generic keyword but you see in red is curtain which is a broad match keyword
and window curtain which is very specific
and hence a long tail keyword. Now the volumes as you can see is much lower
for window curtains. You can also use Google Trends to look at where
your traffic is coming from.

So you can look
at for each word. So the blue map is actually for you are take or the red one
for you are pink curtain and the yellow one
for your window curtain. You can also use Google Trends
to look at the rising keywords, as well as the top
related keywords. So this is how you can use Google trends
for your keyword research. So when you do keyword research, you need to
start with questions. Like, what is my product, but the main
and the supporting topics, should we target multiple
keywords on a single page, or should I split them
into separate pages? What kind of content
do users expect when they are searching
for each phrase and great does each phrase fall
into my visitors journey? Is it about creating awareness? This or interest or desire,
or to initiate an action.

Now, this is your
typical a idea model that we see in marketing. Also, add title tags,
links URL and meta description. Make sure your page has
proper and relevant. Title tags, suitable,
better description links. So let's talk about title,
optimization ability, take title holds
the power to capture the attention of the user. Make him or her click
and visit your website. Title optimization is a critical part of what we call
as the on-page optimization. Now let's go back
and look at the wall, art result that we
were trying to check.

Let's search for fall or not. so you see a couple of ads here, which are shopping ads, then you see some image results
and then here is where your SEO
optimized or search. Engine optimize results
start coming from So let us look at the title. Look at this title out here. All right, also look
at the slip it out here. All right, so this is what you see
on a search result page. Let me actually take you
to the page and clicking on it and taking you
to the result page. This is the page
which got indexed and displayed by Google. I'm going and checking
the page source of this particular page. Okay, here we are. Now, look at this. What you see on the page Source. Now, this is exactly what you saw
on the Google results page.

All right, check
this out description. You know, this is exactly
what you saw here. Let me also show
you the keywords. Look at the keyword that the SEO manager
or the SEO Analyst at pepper fry used for all art. All right. We also show you an image. Okay, so this is an image, let's click and see
what that images. All right, and look
at the alt tag of that image. Ball metal wall art, right? So this is how search
engines capture information that is there on your page and
use it to display the results.

So how do we
optimize the titles? Keep an eye on the length
of your title. Keep it short and relevant while still providing
enough information to give to the reader and tell him
what the page is all about. Keep in mind that the maximum length
for a title tire, is about 70 characters. What happens when
the title length is more than 70 characters. So let's explore. What happens when Title tag
is more than 70 characters. Do you see this result? So your title gets truncated
and the remaining part of your title gets
replaced by three dots. So that's what happens when your title tag is
more than 70 characters. Always have unique titles. Do not copy from competition. It doesn't give you any leverage and you know your competition
will be above you in terms of placement. Plan your keywords, use the critical keywords
that you're focusing on it. Helps in SEO. If your title has a strong indication of what
your page is about branding, try to include your brand name
in the title.

It's a good idea to have
the name of your brand on the title as any search
about your brand. Will result in this page
getting displayed. Look at this title again, there's the brand
there is the URL which shows what it is. Boat. And there is a bell
described title as well as it is within the character limit. Now let us explore
some of the SEO tools that marketers like
being keep using. So there is KW finder, there is Moore's
rank tracker, search console, spider SEO, Google ads. So we just used Google ads, Keyword Planner to see
how to do, keyword research and this
is Google Trends. Now many of these tools
like Moore's screaming frog or the Who ranked ahrefs semrush
with CEO rank tracker, Etc. These are used for one SEO
as well as SEO audit of your own website. So that means it helps
you to monitor backlinks broken links as well as
for zero errors Etc. I did find duplicate content
analyzing page titles and meta description, keyword research and also to get
insights on page optimization. And these tools also help you
to understand competition.

What are the backlinks
that's coming to their side? How are they performing
on side on search? What are the keywords? That's leading traffic
to these competition sites. Now these tools help to identify
the issues as well as they come with recommendations
on how to fix it. While many of these
are paid tools, they also come
with a free version or a free trial, period. Just as we saw with goo,
Ads Keyword Planner. You can use KW finder, ubersuggest Google webmasters,
search console, Google Trends, basically to understand keywords volume and
competitiveness keyword groups, even look for related keywords, and even negative keywords that brings us
to the last section which is the guidelines. Let us look at some of these suggested
guidelines for good. S, SEO, implementation content, and keyword pay close attention
to your content strategy. Topics areas of
Interest related, topics future topics Etc,
plan your publishing activities. Have a Content calendar. Be ready to manage. Eventualities do a thorough
research on keywords.

Understand what are
the generic broad match and long tailed keywords. Have a Content plant content. Then around them,
make sure your article, or your page is relevant, to a specific topic,
it can be a product, it can be a single subject Etc and include keywords
in your title tag, your url, your image alt text. And within your entire content,
the content body, make sure you provide unique
content about the given subject. Make sure there
are no duplicates of your own page and constantly.

Lee. Keep reviewing your content
performance spend time on creating suitable description, which is useful
to the user, right? An introduction to
the topic many at times. This introductions become
part of this depends that Google picks up for a CRP. Make use of header tags. Head attacks, give more
information to search boards, in terms of the content
of the page, and the keywords. You will have header tags
from H1 to H6, which you can
use for describing, what your page is about, add images and optimize
your image for SEO. Remember to include alt tags, your images can appear
on Google image, search results, and can lead a user
to your website, create internal links show
the search engine Bots, how deep your content repository is direct the boat to visit
all the pages you have. As part of your website, if it's a product link back to
the category page or even ding, back to the sub category page.

If it's applicable,
dick back to your home page, normally you have a logo. At the top of your preach
might be on the left side. May be on the right side
which is used for linking back to your homepage
breathability and navigation, should be good phones. Visual design of
the page usability parameters. Call to action buttons, fewer. Click to destination grammar
and syntax fact, and stats should be correct,
use, propriate keywords, Etc.

Now, in addition to this and should Technical and
performance parameters are met, which would include page,
tweet, low, LCP, or the largest
content full print. Make sure your site
is mobile-friendly. Identify crawl errors. A crawl error means that Google has trouble
viewing a page on your site. Fix broken links, find out how Google
views your page and secure your site with https. The way you optimize your
content plays a major impact on the page ability
to rhyme this suggests that on page SEO
is very important. And is also one of the notable
SEO techniques used to generate possible leads and sales. For, we get any further
with this session, let's take a look at the agenda. So firstly I'll start off with talking about
what is on page SEO and its importance. And also will take
a look at a water, the on-page SEO ranking factors and give you some proper
insights about the working of on-page SEO. And we'll wrap up this session by talking about the best
tricks and practices which help in
generating possible leads using on-page SEO. So these are the topics that we'll be covering
in this session, guys.

Also don't forget To subscribe to a Eureka YouTube channel
and hit the Bell icon to never miss any notifications from us on
trending Technologies. Also, if you're someone who's looking for an online
certification training in digital marketing, check out the link
in the description box below. Also, don't forget to like, share and subscribe
this video and put your views across
in the comment section below. So, let's get started
with this session, guys. So what is on page, SEO? On page SEO, is basically a practice
of optimizing end Visual web pages to rank higher on
the search engine result Pages. This signifies that you
will be optimizing both content and the corresponding
HTML source code. And the best part about this is
it generates effective traffic onto your website. Now talking about this tax
related to on-page SEO in 2019. Google accounted for close to 75
percent of all search traffic, 67 of all clicks. Go to the top five, Search results, 93% of Google
traffic is based on HTTP side, 36% professional list. Think title tags are
more important and 42% of SEO practices are carried out by internal
and external links now.

So why exactly do you
need off-page SEO? What is the major importance
for having on-page? SEO? Internet marketing has grown
to its peaks in recent days and most of them have shifted
their focus from social media. Email marketing
to SEO practices. Having an SEO team in. Your organization has become a necessary rather
than a requirement. Some people think SEO is dead but the reality
is completely different. Guys, SEO is more active and also is helping
out a lot lately until you optimize your content
present on the page, you cannot push it to appear on
the search engine result Pages, the more your
website ranks higher, the more is the traffic
and also the sales. Also, with an estimate
of 46 billion reaches across the globe, digital marketing is sliding
towards programmatic advertising and more than 85%
of ads would be automated. This means time management of
sorted and also less Workforce. So, in order to make
your website look, appealing and wonderful
on page SEO, is required.

What are the on
page ranking factors? No matter how good
your content is. It wouldn't rank higher if you don't include
the SEO techniques, Ranking your website higher on the Ser piece is
a task in hand guys. So let's dive in further
to understand the factors that influence the
on page ranking. So firstly, we have
a title tags, title tags. Contribute a lot to your ranking
on the Ser piece. A title tag. Is basically an HTML element that simply specifies
the title of your website. It is always the text
displayed on the Ser piece which is applicable header. So what's the point
of having a Title tag. Why is it used title tags? Are the first impression
of your organization. It is a VA, a viewer
looks at your website. Majorly title tags, are used in Ser piece,
this is because the audience can view your content
on the search engines. Also it is used in web browsers
to save your content from getting more results
related to the keyword that you're using
and also social media Network, it gives you
a proper recognition in The Social Network.

So I'll show you guys how
exactly title tags look like. So I'm going to search
for a Eureka. Yeah, so this is
a title tag guys this thing. Yeah over here. This is the title tag. Even this is
a title tag, all right. You can see that how the title tag is
visible to the viewers, you can add your corresponding
key word in the title and include this same
in your page content as well. So always make sure you have
the title tags length. Check, don't over add
the keywords in the SEO title. I'd always have unique title, guys, do not try to copy
anybody's title or do not try to implement the same, which is worked
for your competitors, ad important keywords
at the beginning of the title and branding, your business is very
much important and always add your company's name or your organization's name
at the end of the title.

Okay? So let me show you, why exactly does required
if I see a Eureka blog. Yeah, you can see that reviews
this goes along with the name of the company, it is at Eureka
and five check or if I click on any of the blogs, okay, let's say
digital marketing itself. What if I search for? Digital marketing tutorial. okay, if I go in search of this, and if I try to find So
this is the title tag guys. But as a title,
is a little too lengthy. You cannot find the name
of the company over here. So let me show you another log. I'll go for see
rhenium actions class. Yeah, you can see that this
is popping up over here and also you can see the name
of the company over here.

So this is how you
can brand yourself and also the second important factor, which influences the page
ranking Factor are Using headers headers are used to drive
more attention to the topic that you will be discussing. So, these are basically used
to highlight a particular topic. Like, say, if I open this blog
and if I scroll down, these are called The Anchor,
text or anchor tags. I come here. Yeah. So these try to get
more attention or grass, more attention of
your viewers thinking that this is The Hider. So the topic starts
from here right now, Now, the page content. Now, the third perspective or the third important major
factor is the page content, creating a very
impressive content and adding out of the box. Ideas to improvise, your website is definitely
going to help the audience know about your business
and the quality of content. You create linking. Another article or website is going to benefit you as
well as the external post. So even backlinks drive acquired
a lot of traffic on your website and internal and external.

The length, also help
your page to rank higher so you can see here. I've linked selenium
Webdriver over here. So if I click it is going
to navigate to another webpage, which is of the same company. Okay? So this is an internal link eyes so it is necessary
to create content that has your keyword included and also try to include
them wherever you can but do not overdo and stuff. Your keyword add relevant images
to include the keyword in the alt text. Okay, so here you can see that there are
amazing Ages over here. Like, say if I open
digital marketing itself, you can see I've added
related videos and images and also internal
and external links. See this is exactly how you can include
or regenerate possible attention of your customers. Also, do note,
this guy's a sample template, or any of your articles that your writing
should contain a minimum of 300 to 1200 words
in the article, also try to use more images
in the And a minimum of three to ten images
can be added highlighting.

The subheadings is a
must try to make it more attentive and grasping
and crisp linking is a must. So add corresponding
internal and external links to your content, sort out your content, and try to make a table
out of it as it dries, more attention of your viewers. So this was about
three important factors that influences the
on page ranking factors.

Now moving on, let's take a look
at the insides about on page. Page SEO. So the first major factor would
be research before building your content try to analyze and build a storyline of
what you want to convey, then categorize them
in a genuine Manner and elaborate them. Look at how other websites that are ranking on a, CRP
have pitched in their content, and try to implement
them in a better way, add relevant images and know what images to add and
wear proper usage of keywords. Is also pretty important guys.

So don't Try to
stuff your keyword until you want to use shortcuts
like black hat SEO for making your website rank. So research a lot
about the stats that justify whatever you're working on
another important factor or a proper Insight
would be keyword analysis, keywords are the building blocks
of your content. So so the more you
focus on your keyword, the more content you can add and more involving the website
would be so search on Google for search synonyms. So as you can concentrate on the The synonyms
of your keyword also and do ad suggested keywords, the more you can get all
keywords under a single roof, the more you can rank
on these keywords. So on the whole having
on-page SEO can help you promote your product
as well as be socially, active on platforms, like Facebook Instagram,
Twitter LinkedIn, and so on. So, moving on to the next part
of the session. Let's take a look
at the best tricks and practices of on-page, SEO. Okay, so On page SEO
is a bit tricky and requires a lot of attention. So having some idea about a few easy ways
will definitely be your savior, so the first trick would be
bread crumbs bread.

Crumbs are the links that help you in tracking
the path from the page that the user
is currently viewing. These are the ones
that appear near the top of the page and reflect
the structure of your website. So why do you need bread? Crumbs. Why is it important? And how do these affect SEO? Let's understand how Let's talk
about the usability first, so breadcrumbs helps users, not only Trace their path but also help them
giving similar Pages these help in minimizing
the negative factors that decrease the bounce rate
of your website. It helps the users to understand
the layout enables them to scan through your website and helps provide better
understanding of your content. So how to use bread crumbs
to improve on page SEO, make use of breadcrumbs only
when they are necessary.

Place them at the top
of your web page and always start
from the home page and proceed further. With the consecutive Pages, try not to link
to the current page and style them to make them look appealing but
not the center of Attraction. Your breadcrumbs are
your secondary navigation, guys, so they should never be placed in the primary navigation
and do include full navigation, path in your bread. Crumbs, keeping a level
can confuse the user. So don't try to do that.

Do not try to use
bread crumb in the title. Well, as it
drives more attention, and people can get confused. So the next one would
be meta description. A meta description
is an HTML tag. This holds an overview of
what you want to convey to your customers or prospects meta description
of any article or any blog, which you write look
something like this, okay? Let me show you guys. Yeah, this is a meta description
of any website or any article. Guys optimizing this
with the target keyword is Dusk and also should be of a lengths
ranging up to 255 characters so you can see the characters
are more so it is not showing the entire thing over here.

Alright now the next one
is majors and all text as far as your content
matters corresponding images, also tend to drive more traffic to your website more
specifically add keywords in the alt tags. This will help your images
ranked on the search engines and ALT tag is very essential
in the name of an image. All images should
use appropriate, alt tags for the images. Not only are all tags good
for search engines, but they are also good
for accessibility. And also use – between the words that you're going to be adding
onto your all tagged, try to reduce the usage
of an underscore guys. All right, so let me show
the images for this as well. If I go search for images here. Yeah you can see
that this is ranking over here. So this also has
A Judaica and it. So yeah.

This is exactly
how you can make your images. Also ranked on
the search engines, knock talking about the best
practices of using on-page SEO, add your focus, keyword, always in the beginning
and always have a unique title and description do not try
to copy the title or the description
of the blog or the article that you're writing, try to include
the keyword in the URL. Always do. This guy's and optimize
your Sheikh loading page. Try to make it short. Try to make it less and always
have corresponding inbound. And outbound links, like I mentioned links,
play a major role in shaping your website. So do link post long content. Make sure that your content is
around 1500 to 2500 words and always add images
with all tags. So, these are some best notable
practices for using on-page SEO. Search engines like
Google using complex, algorithms to determine
the ranking of your website on the search engine result. Pages. One way to increase traffic is
by optimizing your website, which is majorly based on
the content present on the page and the content
present off the page.

So this video will mainly focus
on off page SEO off page, SEO deals with the actions that are performed
outside your website to improve your ranking
on the Ser piece. A recent study, also states that off
page SEO makes up to 75% of a good digital strategy. It has everything to do with your social presence
link building and many more that doesn't really have to be present on the page
putting it across in. Layman terms, I
would say of page, I see you simply tells Google or search engines about
what the audience, think about your website. Off-page optimization is
this link building, but there's definitely
more Wings to it guys. It has to Digit control over
the way of making you famous or where the internet. So do not guys off page SEO is
very important for your ranking and generating more traffic
to your website. So most widely
used off-page SEO, elements are backlinks follow, and non follow links, anchor
text link juice and relevancy.

So this was about
what is off-page SEO. Now, let's understand why is
it so important, search engine, algorithms ranking, Juror and the tactics
are constantly changing and parallelly, the general Concord, is that the trustworthiness
relevance and Authority that an effective off page. SEO, can afford still
plays a drastic role in the page ability to run
links are very important to make your website rank
on the Ser piece. So having links which are namely inbound and
outbound links in your website, could just increase your chance
of ranking on the first page, on Google to make sure
that your content rank. Should be proper visibility
to your website. Often websites, don't rank
because of off-page SEO. Guys, this is due to the absence of Link building
social media videos and blogs. So this is exactly why
you need off-page SEO.

Now, moving ahead, let's take a look at the link
and on link related, off-page factors. So backlinks are the heart
of off page SEO guys. Search engines like Google and many more make use of
backlinks as certain indicators. As for good quality content, backlink are also the most
critical part of off-page SEO. So for this purpose, you can make use of SEO tools
like a ahrefs sem rush and so on. So ahrefs is one such tool
that has a backlink checker, which will help
you in understanding how to create backlinks
and to handle them.

Now, when I say link, I'm talking about the links
that are present on the beach, connecting it to
the other website. So I will, mainly be talking
about the Three Links. Actual links manually build
links and self-created links. As the name suggests
natural link is something, which is created
naturally and manually. Build Link are the ones
which you want to rank our, you want to link it
to and self-created links are anchor tags.

The major factors,
which influence has these links? Are the linking
sites popularity, the freshness of the link, the proper usage of anchor,
text or anchor tags, authority of linking domain, and the web site. Right now. How exactly link building
is done one of the most effective and most
popular ways of dealing, with off page SEO
is link building. Here we have the concept
of boards which help in gathering the ranking
position of your competitors and your company.

So there are many ways through which you
can include a link skies and a few notable ones
are in your blocks. You can always have articles
pointing to your website getting traffic from other
medium like as blogging. And so on is a very Often and also just going to help
you get recognized in the field of digital marketing and also helped have exposure
to the current market trends. Another way is comment link
one way to achieve more customer engagement is
by solving their problems and guiding them, right? So always have the chance
of linking your content. In the comment section
article distribution is also another factor
which influences link building. This is another way
of getting more traffic to your website content. Marketing deals with Jing videos
and writing blogs, these business articles
are not just composed of fancy words, but also contain the thirst for
getting more traffic and goodly.

So you should be able
to distribute your content right to the right people
via the right medium. Now, talking about anchor text, which is also used
for creating links or four-page. Anchor, text is a visible. And clickable text
when a hyperlink, these are the links
that you can find in any article when they're linking
to another webpage. It is often blue
and is underlined text guys. So anchor tags. Look something like this. So these anchor text is used
by the search engines to show how the reflection of how your audience
view your website. The anchor was used in the
previous HTML specifications, and now it is used
as a and Ament. And also, you can see
this anchor text in our blocks guys. If you closely,
observe the blocks, you will be able to find a few
topics put up in the beginning and will be linking
those to the position where the topic Stars.

So, these are called
The Anchor tags on the page, and also, you have links, right? Those links are going
to help you to navigate to another webpage
or another site, right? So these are called
anchor tags or anchor text. Now, moving on, we'll take a look at it,
the non link related off page SEO. These factors have a lot
more influence on your traffic compared to the ones
you've got without a CEO or social marketing, the few notable one.

Among the non links
related off page SEO, our social media marketing, guest blogging, linked
and unlinked brand, mentions influencer marketing. And so on,
also do note this guy's that the net result
of each of the activities on your website is
to somehow create a reference to your site from Elsewhere
on the web reference, your refers to the link
and mention of your brand or your website
over the internet. Now, focusing on
the lack links part. Let's understand what
exactly backlinks. Our backlinks are also
called as inbound links or incoming links. These are created
when one website is linked to. Another the link to an external website is often
called as a backlink Google and other major search engines. Consider backlinks as warts
for a specific web page. It means that the page
with the higher number of votes will rank higher on
the search engine result Pages.

Like say, for example, if I have like to post
from X on Instagram, I That corresponding
post on my profile and my followers will click
on the post that I share. This is actually going to create
a back link to the post from X. It means here, alot only be including
the post from X, but I'll also be getting
more views and clicks because I shared one
of the top posts from X. It's a win-win
situation here, guys. So why exactly do
you need, backlinks? Backlinks are important
to make sure that the audience know
about your business. Also look out for people to find
more sources of information on the same or related topics. So how do you create
back link right? A lot of guest post, build a good public rapper also
helps in reducing broken links. Now moving on, to the next part
of this session. Let's take a look at the difference between
on-page and off-page SEO. Comparing the two most
widely used SEO techniques.

I've noted on a few
major differences between them on page SEO. Involves optimizing
your content. It detects description title and every other element
present on the website. Whereas off page SEO
involves the activities that drive more
significant traffic, helps create awareness
about your website and also linking on-page SEO often deals
with content marketing. Keyword optimization,
paid speed and so on, whereas off page SEO deals
with linking social media, backlinks and guest blogging. So these are
two important differences. Differences between the two
SEO techniques, okay? So moving on to the next part
or the last part of the session, let's understand the benefits
of using off page SEO. Off page, SEO helps
increase ranking. It helps your website rank higher on the search
engine result Pages. Hence, resulting in early. Good traffic, it helps
your company get wonderful, exposure higher. The ranking. More will be the traffic
because of the number of links, social media mentions,
and so on, And also this helps
in increasing your pagerank, getting your website
to rank on the first page on Google is quite challenging
but making use of off-page SEO. You'll be able to learn
about ranking factors, what influences the
ranking and so on.

So the page rank number is between 0 to
10 thatís important, according to Google and is placed first on
the search engine result pages. Okay, so using off page SEO,
you can achieve this. So these are some notable
benefits of using off-page SEO. Guys, this is the agenda for today except a paid
search production to Google ads and important metrics
and terminologies of Google ads. Let's understand first
receptive advertisements. I'm sure Bluff. You must have seen
various forms of advertisement in several platforms. It may take a minute
here and explain you how advertisements used to work in the pre-internet
era back before.

1990 is well, internet was not existing
properly but eyes is mostly used television ads. Billboards is paper
ads, radio ads. Ads, direct mails Etc. The first three options had
very high entry barriers. That is very high cost involved
and it was difficult for advertisers to know. The are we exactly,
for example, Hindustan Unilever, which has amazing brand Lux. So, when in the Diwali, time actually used to come up
with the ads newspaper ads. Several radio ads,
boards Etc, though. The end of the grant
of the valley, they would regulate
their popping sale tails. And then they would like
to understand like which which method worked
for them better.

Fortunately, there was
no direct ways know which, which was better
like newspaper ads did better or the tv ads did better. There was no way to understand
who is consuming the ads. So for example, let's say your mom
is watching Mahabharat. Back in 1990 s and t
seeing a cigarette ad. So it should relate to it. Probably know. Your dad is reading a newspaper, and he seeing
a full page looks sad. Today. Relate to it correctly. No, to summarize, as we're mostly a game of
companies with pockets higher, you pay more Prime slots
or front Place sort slots. You get in the newspapers
and process was That's what I says paid money
to TV or newspapers books a prime time slot
to neck to at this point of time is not here, there is no check-in quality
of the ads Premier, it would depend on
how Prime the slot is. Let me quickly move to the era
when internet started. So the first search engine
was found out found by a Yahoo in 1994 and it came
as a directory search.

And within a year, we got I'm going
to search engines 12, pleading for user retention
included again on site. Before sick, Tommy, Altavista to name
a few basically end. Users could browse
the directory also and do a lot of keyword search. Also, Google came
into existence in 1998, using the technology you have. Some of you might have heard,
this called is rank. The point I'm trying
to make here is Google came point the search engine
result race at late. It Rose in prominence, in Leaps and Bounds because the high
quality search results, it provided similarly
for paid advertisements. Also whole was not a forced many
to start a paid advertisement in search mastered, the game by providing
a amazing interface. Better quality ads. Great also You're doing
a Level Playing Field for small and medium
companies as well, just understand at how advertising experience
changed over the years. Let me give an example
of Josh furniture shop. Seriously what used to
what we used to do is to not with newspapers.

Pamphlets the used
to the database of people, they used to call
them and ask them to come to their furniture shop. Okay so if they tried they could
have never update for flying. I'm in TV or radio
or newspaper, what changed? After internet came, Josh furniture created
the website take conductive care of some basic stuff and
started search advertisements. So whenever people
were searching for some kind of Furnitures online, astrologer came to came
in the search results, they came in the paid ads
in the game completely, change your Josh furniture, I'm not rupees in that
the month of June and we got 400 legit and queries which resulted in six hundred
thousand rupees of sales. So Roi also is
clearly known here. Please also understand
that here, the payment will depend
on the prime slot as well as how good your ads are. It is something
called ad quality, basically search engine
provided right information at the exact moment when people needed them
along with highly related. It's also created
a Level Playing Field, which I will explain
with this Basics.

Let's move to some facts. We all have seen
Google Search, right? You know how many searches
will process per second is 70 thousand searches which translates to
5.8 billion searches per day. But of the like, Google is not
only search engine, 76% of the search engine Market. Belongs to Google. There are other search
engines like Bing, Yahoo and different
other search engines around the world to for paid it search
like paid advertisement. The corresponding number
is 73% for Google so never people search
something in Google a page which is called
CRP search engine result. Page Trend data is that
46% of the clicks, go to the top three ads
in the search result and 63% of the people agree that they have
clicked on, Glads.

And lastly, we'll delivers 8 is
to 1 return on investment that. Is it dollar for every $1 spent? So isn't it amazing? So no doubt because of
all these things, Google has a
version in Eminence. Let's move to the next slide. Let's try and understand what happens when is
a search going on. First and foremost,
let's try and understand. So why are search engines
For so basically, search engines are there who returned excellent quality
and relevant organic, search results to
the users search engines.

What they do is
behind the scenes, they call millions
and millions of sides, millions of web pages through all the data and various
factors into account, and a decide that for each and every turn
to search from Google, kind of pages are supposed
to be written. Turn to they provide an amazing
organic search results and above and below
the organic search results. They also provide it search. Oh, let's understand. Clearly here, every time
you're searching for something, there is a
search option happens. It's a fraction of time. So let's take the example
of Dosh, furniture shop. Once again, They said
what step this is like, advertisers around the world, and in the five, the key
relevant terms to research. So, Google has provided
some amazing tools like, keyword tool, Etc,
to the digital marketing person, who is setting
the Josh furniture shop e, researchers a lot of Search
terms and he decides, okay.

These are the terms which would get
some relevant buyers for me so that Terms are
like dining chairs online. It didn't Furniture,
rubber wood coffee table. I Home Furniture online
in Bangalore so they decide that they decide that these four terms
they are going to bid for Simplicity of explaining. Let's say that bit
hundred rupees in Google and they create landing pages
for each other. Each of this terms. So basically M an end
user searches for that term. A similar term. What Google does
is Google reviews. All the ads with at keyword
or similar keywords and Google does a quick just
like quality check and Google Narrows down
there at that, okay. Apart from the organic searches
are three quality advertisers who had before this term. So Google Science, a drank all
these three advertisers. So I drank as decided by Actors,
such as equality, bit quantity, bid amount,
and quality ad, rank threshold, and text Etc. So Google quickly decides that ranks at based on the ad
ranks then throws the surf page and just understand here. The whole thing is
a fraction of seconds, maybe point two five seconds
or even less.

So basically Google what it does is like part
from the organic search results. Provides a couple of paid search results them
with the organic like above or below fold
of the organic search results. And taking the example of by dining chairs
online keyword here. Online option happens,
Google calculates. All the payment is
on short time quality and a drank. This is a difficult
slightly difficult concept. So basically let's say
competitor number one, based on the calculation
provided by Google competitor. Number one is supposed
to pay 60 rupees for the suction and remember that Josh Furniture
has For an amount of hundred rupees now, according to Google's, algorithms Josh furniture
will pay, just 1 rupee extra above the competitor.

Number one, who be
on the top slot. So is understand here
that Josh would Google. The hundred Rupees
is the maximum amount that I want to prefer. This keyword just pay creature. Is 61 rupees,
and that's the number one slot. And an important thing
to understand here is the just Furniture
is not paying anything. If the ions are not click
organic results are clicked. They are not paying anything. So we'll only
charges the advertisers when when a lad is actually
a few understand here correctly. There is clearly
a quality factor involved, so an easier way
for Google would have been who offer the maximum bidder. Google could have said that one
who pays be the maximum. Whoo. Lift coming down but up the search result
early Google does never does that and probably this is
the differentiating factor here. Google takes care of the quality that three-step let's quickly
move to the concept of a drank. We quickly understand
getting a high ping. A good ad rank is
very important for advertisers.

Otherwise they will not be able
to come up in the search results for front of their target. Customers higher. That a drank there is the chance
of doing in the results and hence better is the chance
of a getting clicks. So, let's understand
what are the parameters, which Google did it takes care
of the ranked first in, of course, a beautiful
the amount of bit set by the advertisers apart from that. This is not the only thing
Google is looking at.

So, I'll just quickly quickly, Don't explain one
thing to you all, when two people
who real people work for banks, they asked for and Home Loan. In the bank ride
the home loan to these two. People at the
same interest rate. Answer is no banks will. Look at something
like credit score. You might have some of you might have heard
about the bill scores and Transunion scores Etc. So depending on the payment, three Etc is a score tied
to each and every person basis of which banks
and financial institutions, provide loans to
individual users. So this is something like that. So apart from the payment part
will look at the ad and landing page quality. So let's quickly understand
how this works. Remember the search term is /
which are online in Bangalore. Ads and the landing page, both of all the three key word,
the ad and the landing page of them should be
on the same pitch.

Should all have the same kind
of messaging landing page, should be clear, it should have
a clear ui/ux, it should have a good load speed and it should have
a clearly stating advantages that you have spoken on the ad. For example, if you on the ad,
you have I've mentioned 24×7 support or free shipping for
all other orders landing page. Should also speak
the same language. So this is added landing page. Quality comes to impact of ADD extension
at this point of time, please understand that ad extensions are
extra bit of information which advertisers add
complement 3D provided details in the landing page
or add messages. Then, of course, the third factor is
competitiveness of option.

It is very clear right
now, higher higher, the number of advertisers are
there more Picard option becomes here comes the most
important to factors first, the context of search to understand why
these terms have come. So these things have come
recently in the last few years because because of the Advent of areas devices
by Sanibel devices. Search has completely changed. So Google will say, I engines, are trying to understand
not only the pumps that sun has provided. But also, the next
person is in context, is something beyond
the keywords benefits of contact will search
include helping the users faster and more accurate results
based on their queries.

For example, if you
are searching for Batman, if you're searching for the term
Batman in the month of October. Most likely you will be shown
site selling Halloween costumes because it is the time
of fellow Will. Oh, let me give you
a better example, which you all can relate. So let's say, we're already. You have already gone to Goa
and you are searching for up. Go restaurants from
your mobile phone, your 4G connection process, but sitting in your home, good gown Ariana and You
are using your home Wi-Fi laptop and searching
for Goa restaurants restored, completely different context and in all probability
search page and the ads, plus them would be
very different here. The last, there is
a track threshold. So clear language
a drunk threshold. The reserve is for your ad. In the previous slide, I had explained
that Google will charge. You – one rupee extra
in comparison to your yes, competitor, right.

That is a very
basic explanation. I give you actual calculation
is a bit different. Let's understand here. Like maybe there is a situation where only one
that iser is there and that advisor, Advertiser not have a good party score also
and time quality. Score. Because of the absence
of the details, either that Advertiser is able
to show the ads in front of you. So Google would not like to do
that if you are lower than the threshold
your ads will not show if your bid is lower
than the a drunk threshold. So let's say the if the ad rank threshold
is 60 rupees, if you have bid 450 rupees
for that particular keyword, your ad will never show and it's
none of your competitors. A little bit to show threshold. Ice is the reserve
price is the price, you pay for the click.

So, let me move
to the next slide. This is in continuous shot with
the previous slides, Advertiser, which gets the higher ad rank. They are in the
number one position, competitor 1 has got a score
of five point six. Two red number two and
competitor to is number three. So let's move to Quality score which is one of the most
important Concepts, Google ads. Before moving
into quality score, let me explain you. One thing very tightly
Google has always been very tight-lipped. Wow, how is how it uses
its auction method? Google never gives
out the details. So for the first time in 2008, so Google Google ad system
started back in 2001, 2004 the first time in 2008, Google officially told
that it is core plays. An important factor is a male
as an important factor.

Actor for showing Google ads
to let us understand what is quality
score quality score. Is an aggregate estimate of
how well keyword has performed over all the reductions. So let me give you a real,
a real life example here, when that Polly comes to back, you might have seen
on the TV screen will be like lot of data given. Like how many matches
Brad Coley has played how Centuries have made. What is the average score? What is the strike
rate is the know? What are the number of catches? So quality score is similar
treasure aggregate estimate. So whenever keyword
comes into play, Google would first look
at its quality score. Each keyword is a quality score
on a scale from 1 to 10, where 1 is the lowest score
and 10 is the highest score. So needless to say, advertisers around the world Ry
to get higher quality score. So everyone is trying to teach the quality score of 10
which is the Pinnacle null, quality score.

So generally, when you put a word first, like when you start
an account or start an ad, quality score would
all probability will start at null quality score. So it will take some time for that quality score
to other enough info. Now Impressions or clicks accurately determine
the quality score. So Google will take Pain. And then generate cases
the quality score starts at number 5 is the midi
middle number between 1 to 10. And let's understand the most
important Point here. Quality score is
not the same as option. Time at quality is not used at auction tile
to determine a drank em. Quality score. Depends on exact
match impressions. For now, you have to understand
that it is curved score. Keyword is I chairs online. Quality scores would depend
on exact matching pressure, and if it does not get a lot of exact match impression
might learn to null. Let's quickly. Understand, what are
the factors to? Determine quality score? Again, Google has
revealed this data, so this is on black and white now, it's experts
are supposed to be believed.

There are more than 50
200 factors on which quality score depends. Try to Google first,
the expected through rate. So let's understand
what is expected, click-through rate sector. Click-through rate
is a prediction and it is different from
the actual click-through rate or the CTR column you
will find in your account. To unlike the actual City,
our column status easy, TR will tell how the keyword will perform
both within your account and across all other website,
advertisers account. And so, Google will take
aggregate understanding about how this keyword has performed
across all the advertisers and why it is core to that. And this status will also be adjusted to eliminate
influence of adpositions and other factors that affect the prominence
and visibility of ads which has an extension.

And again this will again
depend on exact match. So expected To read are given as coverage
average and below average. So if you have a click that click through rate
of above average, or average detectors would mean
that there is no major problem if your keywords and but if you are getting
a below-average status, that means that you named, you definitely should consider
changing your ad text and other things who improve. Second point is ADD relevance
and relevance is how closely your ad
is related to your keyword. So this is kind of a selfish,
no matter anything. If you are bidding
on Red Sox for men, if you're so your ad
should be doing about it sucks for men only you cannot tell
that my socks online. So if you if you put a text like that
your relevant should be lower. If you get proper groups
and create proper at saw them directly
or add relevance will be, I relevance will have
above average average and below average.

And again, if there is
a below-average status at the Rings door, a door, keyword may not be specific
enough for ad group May cover too many topics, so to get and
relevance below average. To might have to revisit
your Google ads structure and you might have to get more
early themed a groups okay the card is landing
page experience in. I have planned it
for keyword your ad relieve add a landing page
should be the same page.

They would talk
about same messaging. Landing page should
have good ui/ux. Your landing page
should have good. Navigability should not have a lot of pop ups Etc
and it should have good. Speed score. This is how it looks
like a quality score. So depending on quality score, will you get some number
like six out of ten or seven out of ten and whenever you
see a below-average the quality score
is definitely a need for you to take action. So let me give you all a pro tip
here from my experience. To Google AdWords is
a game of Google ads. The game of
continuous Improvement, so you cannot create
a perfect landing page, and you cannot create
a perfect ad sit down on your laurels will lead
to come always re-evaluate. Its you'll need to always re-evaluate your ads,
your landing page. Please look at options
to make it better, okay? So let's understand
what are the types of search queries here. So that's queries. Can be navigational, queries can be informational
and transactional let's try and understand things are.

Navigational query is
a search query entered with the intent of finding
a particular website or webpage. For example, I do Rica, but I do know that I
do recognize directing too many good quality winners, so you do not remember
where do they come website? With exactly what you'll do,
is you go to Google, you will search a to Rica you will most probably
find recovered site on the top.

Similarly, this person
has searched for Best Buy to. He is in u.s. you search for Best Buy and he got a clinic search
result at the top by, is there the point
here to be noted is why as a company has bid
for the term, Best Buy does
not like competitors. So am I add on top of the page? The best. I would not for this term
best by a competitor like Walmart or competitor.

Like Amazon can turn the term and come at the for
that particular search results. This is this type
of search queries would have decent amount
of interest from notices. Let's quickly move to the next
type of search queries. That is informational
search queries. Information search queries
are cover broad topics such as digital marketing or Bangalore. So thousands and millions
of sites are reserved turned. And these are generally
not created by paid Market. Here's Vicki because
the topics are so broad. It would be very difficult to something out of
here as marketers. We should not
leave it completely. So what strategies we can do for
Informational search queries is, I can write
a push-pull of tips in create how-to videos. We can write Del step
by step guide. For example, if I write a step-by-step guide
on little marketing, so probably I'll come
my page will come on the top of the search results. When we design an amazing image
or infographic thought type, and the most important type
for Equity has is transactional.

Search queries sectional search. Where is a query that indicates an intent
complete, a transaction, which is making a purchase
to here to recently. I'm facing a lot of problems in my laptop so I am trying
to get a good laptop deal here. So what I did is I went and I searched in Google
for by Lenovo laptop online try and understand
for keeping the search queries. I could have done a lot of informational search
queries as well. When I searched
for a Lenovo laptop online. I can see is like, Lenovo is already
at the top of. So here you can see
that Lenovo is already in the search
of organic search results. They wanted to make sure
that ads are also coming. They want, do not want
to leave the top slots and also the right side of the search result, you
can see the Google shopping ads. So also made sure that That there are ads
are coming here as well. So, I've got a users
across the world, trying to get the top results and top slots in front
of the Target customers, bring back to the
transactional search queries.

So to reiterate advertisers what they do is they do
text ads to above-the-fold. Visibility go for shopping ads
which gives them an extra Edge because there are images and other information
can be provided important. Nokia is like, big cannot neglect the SEO
and content marketing part. So we saw lower in number one
of the organic search results. Also, so to summarize
advertisers should be unique and paid efforts both to get
results in search results. So, let's quickly move
to Google ads, to Google ads. You get access to a broad range
of advertising products, designed to help you reach
your Target customers. Remember, this is
the important Point, each, your Target customers in
the moment that matter.

So, I have already explained how the moments
at a let's say you are in could you are searching
for a restaurant in cool. These are very important moment
that matters for you. So what you do is that you do
a quick Google search, you find a good restaurant
in Google Maps or Google ads and you will visit that place. You get some amazing food
and you are wowed, so you become a fan of Google and that restaurant
for the rest of your life. So what Google does is based
on your fitness goals, Google does a lot
of habilis heavy lifting providing wonderful technology, And quite you White's, you a list of rules for you
and list of Pinstripes for your goals. So, let me quickly
move to Gold's. So, the main business goals
that some most of us.

Clearly understand. First is Drive sales
and get leads. I don't think you need
to explain anything you guys because you
already understand this. Let me quickly move. Who does Point whatever – so I will given I am given
a real life example, here is a friend
of mine called ratnam, he has a company
Innovative Products. LLC Torrid name has come up
with a product called Garuda. Garuda is augmented reality
sunglass for driving assistance. But what it does is like
when you wear this sunglass and is obviously
connected through 4G and probably 5G etc etc. Yeah, and it will provide you
to by turn navigation. Details will give you information about what are
the restaurants on the road? What are, what is the traffic
condition will tell you, okay, to let you product. Right? The purpose behind
build awareness, objective is to increase
the amount of people that see your ad.

For business, might not be
a well-known brand now, but with the build
awareness objective, you are able to spread
your brand across the web. And in front of the So now, once you start these kind of adds the people will start
recognizing your brand, your logo and your product. Quickly tell you about
the theory of 16 Impressions, who might have
probably heard it. A brand needs at least 13
to 16 Impressions, the registered in
a perspective customers. And we do not, it is all happening
in subconscious, right? So we will think about laptops,
we think about Apple, Well, we think about Lenovo, how do these brands
have done this how their parents have done? This is true,
continuous Impressions. It leads to say,
these types of campaigns, like build awareness, type of campaigns will emphasize
the number of Impressions over the number of clicks.

Let's understand quickly
how it works. Imagine you are a new business and you have just invented
a new new product example, Garuda because this product
has Being seen or heard before the no one
is searching about it. No one is searching for a
virtual reality sunglass, right? Your advertisement
goals for this. New product, should be like, bring it in front
of a lot of people, so that people understand okay,
such kind of product, also, exist to learn
about your Innovation also. So the build awareness objective
is a good marketing. Objective pure, starting a new business
or have a new product, which is not widely known. To the people. So it is a good example. You are expanding
your business to a new area. Introducing customer to to offer
is a new business code for you. Another example for it
can be accepted as a popular South Indian restaurant
called chutneys in Hyderabad and it is expanding
to the city of Amritsar which is popularly
the city of parity and show Lake wheelchair
so they are going.

To City of Amritsar need to create an awareness
in front of the people that such kind of food habits
can also be there. Let me quickly move the next. Our next topic
that is influence consideration. So consider influence
consideration as the next step to build awareness. Now that the build Awareness on the Innovative product
Garuda is the next step, so it is called his leg moving. Step Ahead, Ed
in the area of decision, making funnel member ideas. I will not get
into details of ideas. Now basically how it
works influence consideration, objective includes something
called in Market audience targeting and engagement ads. So in marketer audience,
are consumers, who are actively, researching comparing products across
the Google Display Network. Let me give you
an example of my case, but as I told you my laptop and
started giving problems, okay.

I'm started searching
to buy a new laptop. Do a lot of search
on digital marketing. I'm a tech Enthusiast. I check out whatever new
products are coming in Google regular basis. I love driving,
I do online shopping a lot. I love driving to new places
staying in hotels, etc, etc. So I invest in stock,
markets and mutual funds. So without me knowing
Google has predicted. All this data about me and Google has put me
into 10 different sets.

Well, in Market audience
or not getting too technical but typically you just need
to understand the term audience. Does that mean that Google has given
my name widget Panda to these people advertisers
across the world know. So Google has
unanimously created. This of audiences are kind
of people are there imaginary. I'm Lenovo K4. I need to Do my laptop ads
to people how never knows that I am the in Market audience
of buying a laptop, probably to Lenovo will start showing me ads
in the Google Display Network.

So, these kind of Engagement ads
gives customers more information about your business. So basically, through these kind of ads, you can display
your product information in front of And so people who are a good customers
influence cost consideration, objective is for businesses who have to differentiate
from similar products, they are competition. Switcher allows you
to educate your customers about your specific product
or service in order for them to understand why
they should be buying from you. So you are creating
a differentiating factor for yourself to this. V business goal
is promote your app. We are talking about the Google, the types of Google ads here,
search ads for Chad's. I don't have anything
much to explain anymore because move a lot of it
has already been covered in the few slides. Google search ads appear
on Google search Network.

So, Google search network is not
only the Google side is a group of search related websites. So your ads can show
near the search results when someone searches with terms related
to one of your keywords and what are the types
of ads in the search Network? So they are text ads,
Dynamic, search ads. All only adds shopping ads,
image and video ads. So, let me quickly move down
to the next slide. Google search Network,
Google search network, comprises of not
only Google search. Also Google Play Store. Google shopping. So it is like
if you do not know, it is slash shopping is. Then there is Google images
and Google Maps. Also Google app, Google Maps. App is also there
and let's understand about on Google sites as well. So there are a lot
of non Google sites. Also in Google search networks who have a search functionality
in embedded in their website.

So for text ads search Partners would include hundreds
of non-google website. As well as little video and other Google sites
or product shopping ads. Third partner sites that display and linked
products for sale. So, this is the Google
ads account structure. To we have an account which is a unique combination of email
and password inside account, we have thread campaigns, each account, each campaign would have
friends sets of AD groups, besides ad groups, then he adds
And keyword specified.

So this is very important whenever
we are planning something, you need account structure, perfectly okay and M3 account
will have Adam budget specified. So last Point here is
the keywords for text ads, keywords are very important. These are the
keyword match types. That Google provides
first is Broad match the exact match broad match
modifier Our prints match and negative keywords. So, let me quickly
explain with example, what are they? So, let's say, I am a telegraph's Red Sox
for men and women. So, if I am writing
Red Sox like this, this is called
an exact match, and my ads will only show. When someone searches
for Red Sox, pick someone searches
for Red Sox, four men in the first case.

One, it will not show so Zach. Red to Red Sox. Exact match will show
second case, the red sub, some men to again, exact match will show when someone searches
for Red Sox on men, the, why is it will not show
for any other thing. Let's come quickly to phrase
match by put Red Sox like this. So, if someone searches
for Red Sox for sale, it's shops to buy
it sucks for me. All these Search terms, Since when is there
the exact phrase match these ads will show? And fourth type is
like a broad match, so it is like taking
a broad match. So it will attract all kinds
of Earth's terms like Red Sox for newborn babies are Red Sox. Cute, can Red Sox, match with black
leather shoes, Red Sox, which is a team etc. Etc. So the point here is
Paid marketeers we cannot afford to show ads per Ruiz, non-trivial Us Red Sox
cute so we'll have to do a lot of hard work will have
to do analyze the Search terms on a daily basis.

And we'll have to put a new worm negative Search terms
like, newborn babies, cute shoes can y, etc, etc. This is how the Google ads
interface will look like twins. Show your different forms
of ads in the left side or clicks Impressions
and all the details. Let's quickly move
to display ads. Let's first understand
what is display. Ad Network. So, previously, we
tried reaching at, as Market as advertisers, we tried reaching
our Target customers, only Google Search right now. Google will display ad. Network is a repository
of There are two million sites and apps reaches, 90% of the people
on the internet and basically, your ad, either gets matched with the content related
to your business, like your keywords, or customers interest to quickly understanding about
with the Google Display Network, it is much bigger. It provides much bigger reach as
compared to search Network. As a flip side here
to do not do proper targeting.

There is a high chance
of Blowing away your budget without achieving
anything quickly, understanding about display ads. So in case of search, there were different
parties but was first, was advertisers second
was the Target customer and interface was
the search Network, right? It was either the Google
search website, or Google, search Network website,
in case of misplaced ads. Expertise us who are trying
to reach their Target, customers across the world and there are Publishers to let
me, explain quickly. What is the
publisher to publish? As our new website or app? Who have a good website or app.

For example, I have
a fashion website where I write regularly about
fashion and give give a lot of information about what is in. In swat are ending etc, etc file, I am spending a lot of
money in keeping the website up, keeping the blog's,
keeping the images, etc. Etc. So for Publishers
this ad networks provide way or some money by placing
ads in their website. So how does this work? Advertiser is the one who pays money get
his advertisement show.

And advertisements are shown
the publisher websites or apps with the help
of this ad Networks. And Advertiser is money
and he makes money. I return on investment
by selling targeted, advertisements. Products of and services Advertiser owns or controls
the product or services. That is being advertised
because advertisers, he is the in the command, similarly, Publishers on
or money by giving away slots in their existing website, or existing apps
and Advertiser Advertiser, advertisers actual products or services and drives
the users to malicious page, fill out the form, or make a purchase. It's Quickly understand that other display ads
targeting options. First, one is topic targeting. Picks are essentially
the category of the page user is searching on. So actually, topics can be very useful
for display advertisements. For example, taking the advert, taking the example
of just Furniture. Let's say just one teacher
writes matrices for beds. So good topic for Josh, Furniture can be
home and garden, Clash bedroom plus
by bedding and linen. So these are topics which are already
provided by Google CDN like Google interface and
if I'm trying to sell mattress, I can quickly select this topic and I can quickly move
with my advertisement.

Second is interest categories. So, there is something called
in Market audience, in Market audience, our users were actively
researching or comparing products or Services
across the Google Play Network. So, Google is collecting
all this information through cookies. Google is able
to understand that. Okay, this person
Eternal Bridget, the actively looking for laptops or mr. X is actively
looking to buy a car. This audience is very valuable.

As guys already have moved
further down in the funnel. So they have already like
they have a need lll need and they're looking for the real
product to buy food example, can be if I'm a Kia car dealer. So, all of you might know that KIA is a new
brand which is, which is come to India market in
probably last one or two years, a Kia car, dealer can target folks who
have been shopping for Monday. Or maruti it becomes
very easy for em Target. These people to these audiences
second is Affinity audience. Affinity audience takes
a broader view in allowing advertisers Target users
based on their interests. So unlike in-market audiences
in the previous example, I have slit in Market audience, Affinity audience are
not necessarily in the market to purchase a product
at that very moment. They are actively searching. So, in my case
will knows that I am. I such a lot on
display marketing. I searched a lot about students
tells I travel a lot, I searched about cars.

So, probably, I am
in the Affinity Market list for all these topics
and the best part I love about. Will that give standard options? Plus it allows you to extend match things to then there
are placement targeting. So, for example,
I am the key, our car dealer, okay? So I have a list of a hundred websites
and read top websites, which car lover, sit well. So, what I do is,
instead of going for topic, advertisements or interest
categories is just put I ads in this top
hundred websites, please. Anywhere's, anyone who is
but going to research about cars is going
to be stop lights. And here are an idea,
can be like, you can do a lot of research. You can make a list
of a hundred, two hundred, three hundred websites. Did you start? Or you can choose to glow go.

Slow here, can make a list
of 20 30 websites first. Keep on adding fourth,
one is contextual targeting, which is a
targeting by keywords. It work Lat, I Google text ads,
so we pick up keywords, and we'll searches for this
keywords per in the websites. And Google, this is our ads
in the responding websites. Fifth one is demographic targeting the demographic
targeting would include H tender and parental status. The quickly example exam, explain this with the example
of marketing guy at friends adult. Diaper. So if I'm selling adult diaper, two men, so I don't have
to do any hard work, I'll just tick
age category 65-plus and I'll pick
the gender as men, Bingo and Surround it is as simple as that.

That's point is,
like exclusions. So, depending on
various reasons, advertisers would not like to show their ads in different
category of websites. For example, a lot of Guys are do not like to put
their ads on gaming sites or Casino sites or sites where content is
sexually explicit. So you can select these categories you
can include or exclude. You can mix and match things. For example, if I am working for a company
which is not falling under any standard of
surrendered degrees or topics, or interests, can create
my own categories, or I can create
My own Market audience, I think are of Topics
by adding interest adding contextual targeting
including my competitors.

So it is Tina guys,
it is absolutely amazing. So video ads again, it is the complete signs
and there are different forms of add. A skippable in-stream
ads are ones, which are, and we skipped
after 5 seconds and a appear on YouTube watch page has
and across websites and apps which are in
Google video Partners. So please note that there is
a Google search partner network with the Google
display partner Network.

And there is a Google video
partner Network as well. Unskipable All in stream ads are
ones which are non skippable. So here you get
maximum 15 seconds to provide your message ads. Cannot be skipped and the ads appear
across YouTube videos and across websites and apps
running on Google Geo partners. And the third category is video, discovery adds only appear
on YouTube and Reach people in places where they
are discovering content. So, for example,
when you go to YouTube, And you saw you're searching
for something to these kind of ads will come. They will help other users
to discover your content and they will also appear
alongside related YouTube videos and on YouTube mobile
home page as well. There are bumper ads, so you can use bumper ads
when you want to reach viewers, broadly, the short memorable
message bumper ads are six, second slots. And here you can reach
people with a very Very quick messaging, very quick,
powerful messaging consumers, as a name. Suggest it only appears on will partner sites
does not appear in YouTube. These are ads are
available in Mobile and tablets are designed
to give a better experience in Mobile to help you reach.

A lot of people
who are outside YouTube. Okay guys, so
let's move to a pads. Clear understanding a pads,
pads are It campaign types, you don't have to create
any campaigns here, that designed to help
advertisers to drive app installs and app, convergence across all
of Googles inventory. So, basically, we
need to understand that there's a lot
of app churn goes on, and then, if you come up with your app, is very important for the right,
users to discover your app, so Google provides will app. And for this purpose, Us so that you can put
your ads directly in front of the Target customers. You have the two
different methods. One is cost per install to
as the name suggests here, The Advertiser is willing
to pay a certain amount for each install example. If I have a budget
of $100, the I say that I'm willing to pay $2
for each app install a day. Like, and my budget
is $100 per day. Probably, I am targeting 50 ad,
free app installs to app.

Similarly cost per action is
like promoting users to specific actions
inside the apps. Probably some Revenue
generating action or who for gamers are going
to the next level is like that tapping ADS
works amazing for you. If you are a physical
or online, litter retailer, who using shopping ads, you can promote your online
and local inventory. You can boost traffic
to your website, you can get footfall
to your local store. And you can find
Qualified leads timidly, that's idea, right? Rip to get leads. So let's quickly understand
how shopping at works. It is very important. First, we'll have to create create a Google
merchant center account. So it is a free account using
merchant center account, we can upload
our inventory data, physical infant inventory data
in Google merchant center, the will up to Google ads
and it will The data, for example, in case
of just Furniture first Furniture can provide
the data of like bedroom, Furnitures will just upload. It will have to upload the data and Google will automatically
show the right ads with images and other details
in front of customers.

So, let's quickly
understand, like, what is the differentiating
factor for for it, for this kind of ads. Google text tags are
completely text ads. There is no display
elements there, okay? But in contrast,
to text ads shopping ads, provide users with
a photograph provides, a lot of information about title. Your price store name
and a lot more. Okay. And it also gives you details
like free delivery. As we can see. In this example. So this is
how shopping at works. So let me quickly move to a tricks for
search engine marketing. It is very important
to understand the Matrix and we are talking
about Google ads. These are the tricks
that I am looking at their Impressions impression
share or just clicks, cost-per-click convergence click-through rate or spur
conversion quality score. At position view-through,
conversions, etc, etc. So let's quickly understand
Impressions when impression is counted each time, your ad is shown
on the search result page or other sites
in Google search Network.

So it is pretty straightforward. So this is
the Google ad interface, where we can see how many
impressions are there to. The next point
is impression share, so it is a competitive Matrix. So impression share is great us
with a Parisian like, is the number of impression that an ad receives Guided by
estimate number of impression that were available to, let's take an example
of Josh Furnitures here. So let's say my daily budget is
like just thousand rupees, okay, and / costly case. Like click-through rate is like hundred rupees
curse cost-per-click. Like within very soon I am
exhausting my number of clicks and number of Asians so if I would have
increased by budget, probably about the whole day, I would have got
thousand Impressions because of various reasons, I only got a hundred Impressions
and 10 clicks.

So my impression share
is 10% prescient share. It shows the opportunity,
an Advertiser has, in terms of reaching
out to the audience, it also reflects the performance
of your ads and it also gives you performance
of the competitors our lives. So you know,
like Adjust Furniture. I know that I'm just getting
an impression share of 10%, but other competitor share. Other competitors are getting
50% of patients here. So they are in front
of the Target, customers five times
more than me. This is definitely a point
to ponder, right tool. Again, it will depend
on target settings, approval, status and quality score. If the quality score goes down a as a Advertiser can lose
on Freshen shares as well. A matrix second. This one is pretty
straightforward cost cost is shown across various levels. It is shown or keywords
for ad groups for campaigns and at account level.

First need to look at costs at every single point
of time to know how we are doing ideally. The cost would have been
on the lower side but actually it is a function
of how big a pain reaches. Probably the better data
to look for is picks and cost per clicks. What is clicks? We all know, like will be all
you have clicked ads in Google ads, right? So clicks,
signifies user interests. When users is see
something on, let's say, Google text ads or display ads
or wherever whenever so that they look skim
through all the data. They look at the
organic search results, to look at the paid
search results, The one, which applies to them.

Most the one that connects
with them more click that. So if a user is
clicking on the add, it means user has found the ad relevant and wanted
to know more about the product, or service can take
data is available at all levels, at keyword level ad
group level, Campaign, level and account level. And it helps advertisers
in deciding the ads are creating required engagement
and Only the higher, the click is the better. It is TTR next metric to look
for is to rate or CTR. So, click through rate
is the ratio that loads number of users who click the ad versus number
of users who saw that. So simple terms it is the number of clicks divided by
number of impression. And if City are, is a very
important metric to look forward to because it is the CTR, which direct impact
on quality score. So the higher,
the city are is Google. Will know that your ad
is very relevant. People are clicking it, so it will probably
start providing a higher quality score your ads.

Symmetric cost per click, the important metric,
it is calculated by dividing, the total cost of campaign. The code total number
of clicks it received or if you are looking
for a key word at keyword level is like total number
of total dicks. It has rich. And total amount it has which has been spent
on that particular keyword. We should understand that
per click should as marketers, we should always try
to optimize the cost per click the cost for Cliff. Could gradually go down to a lot of factors
such as ads landing pages. Geographic targeting etc, etc, is used for optimizing
and reduce city are the next factor is Convergence, is predefined action
for example. People if is an e-commerce site and you are your put up
mail Gateway and finally, you want the user to pay
at the end of the transaction at is considered his conversion
in case of e-commerce. Probably it case
of normal lecture product or service website, it can be as small
as a phone call. Also, it can be
as small as a form.

Philip also need
to Define convergence properly and will Look at conversion data
for upper optimization. Next data is cost per conversion
is the total cost incurred. The campaign by the total number
of conversion generated, for example, in a campaign chair
ran for a week. If I got total hundred fifty
leads spending 10,000 rupees, then cost per conversion would
be and 60 divided by 10,000 which is sixty six point
six, six piece. So cost per conversion
is very important because I believe it will give me the ROV of the campaign
over the cost per conversion. The better arrow
is quality score. I have already explained
quality score it is a aggregate score comes
on a scale of 1 to 10, and advertisers are
always on the lookout, optimize quality score. It depends on expected,
click-through rate, add relevance and
landing page experience. Add position toward depending
on your ad rank. Your ad position is calculated, position is available
the keyword level. Now Google has gradually started not giving that position
solution cost per mile.

It is a display ad metric is like when Advertiser
is only charged when ads appear in front of 30
user thousand number of times, two thousand Impressions. So CPM method of building
is mostly used by an Advertiser. When detective is brand
awareness, which I had already explained the publisher arms, Revenue to Superior
methods as well. And the visibility here
is to improve the ability. Let's start with Google AdSense. Google AdSense is
an ad Network term by Google to which side Publishers
in the Google ad network of content sides, third different kinds of ads
like text ads image ads, video ads, interactive, media eggs, targeted
to the target audience of the advertisers, the advertisements
are administered dotted and maintained by Google, so They can read can generate
revenue on the paper.

Click paper impression. Just basically Google AdSense
is the ad Network which provides monetization way. For millions of sites in the world to AdSense
is a participant in the ad choices program, AdSense ads, would typically
include triangle-shaped at choices eigen. So, this is how you turn. She ate like a display ad or a text ads
in Display Network. It would have a triangle
with the eye. And a choices will be written
there and sends requires, an Advertiser to submit
a sealed beat. So, basically,
a sealed bid is a bid, which is not observable
by the competitors.

Additionally or any
given click received. Advertisers only pay for one bid increment
above the second highest bid. So Google has made,
it made it system. So transparent, if you say that max amount
that you are willing to pay a hundred rupees will not pay
you a hundred of these. So, based on
a complex calculation, Google will calculate a kind
of competitors are there, which is applicable
for both for search ads and AdSense as well. And Google will Just
one increment bit above. Second is bit Google. Currently shares 68 percent of the revenue generated
by AdSense with content, Network partners and 51 percent of the revenue
generated by AdSense. With first Partners will
understand the details of it. Before moving to the next slide, you have to understand
that Google AdSense is not the only ad Network.

The world Essence is the biggest
ad Network in the world. With over over
11 million websites, using AdSense them. There are multiple number of websites or ad networks
available or the monetization of your websites. Some of the notable names are
four links or her Avenue hits. Lydia why Our Thrive media
dotnet new metric, Como ads killer. So basically there are a lot
of them and every grid here, new ones, keep popping up. So let's understand
what are the types of ads which Google AdSense. Provide first one is content, second is search or is video
and forth is link units. So let's proceed
to the details, okay? First, let's understand
what is content for AdSense. So content-based, advertisements can be targeted for users with curtain impressed
or context of these ads which are shown
in the Google Display Network.

It is based
on Julie, two things. There are what content is
there in your website based on the keywords
of your website, which is called context? And this is called
contextual targeting. The candy is the users interest
might have seemed that when you That
was the websites. You see a lot of ads in various web sites depending
on your interest areas. The targeting can be
either cost-per-click or cost per thousand Impressions
which is called CPM. See, pc-based targeting is most, common is applicable
for Google search ads as well. And this is applicable
for the AdSense Network as well. Add can be simple, text ads, the image ads,
it can be Animated images. It can be flashed videos
and the videos.

It can be rich media ads. And we'll to the number
of ads for page previously. Google AdSense ad,
put a restriction. We can only put
p @m a single page, but for the time Google has realized that
the competition is increasing. So the mentioned, there are a lot
of competitor websites and they provide a lot
more percentage of the revenue. Also, And they're not put
any restrictions fencing. That competition, Google remove this previous
restrictions of P acts per page. Also will allows Publishers
to receive sixty eight percent of the revenue
recognized by Google. Okay guys, let's
see the example. So, Economic Times, I always browse
economic insights, on a daily basis and laptop
is giving me problem, and I was posing for a lab. Top in Google search and bingo. Welcome to economics,
economic time sides. I am seeing ads from Lenovo and it is prompting me
to buy a laptop recently.

There was a sale
conducted by Amazon, I'm sure lot of a lot of you
people put up robots from it. So you can see a Geo. She's a competitor,
they picked up. I have browsed Amazon side tap
on for the Amazon sale, so they are showing me an ad. and that you can see
in this example, Next, let's move to search. This one is pretty easy. This this is like similar
to Google search. This kind of search
is happening inside a website. So basically AdSense for search,
allows Publishers display ads, click ting to search terms
on their websites. So, let's, let's take an example
of a side for example, Economic Times. Okay, so Economic Times, says, thousands and thousands
of pages Right, so let's say, let's say, you want to see, you want to search for a news
on done, Gujarat slot, or something. So when you search, there is a probability that
if they have opted for this, kind of adds the site, the search results
you'll see some ads.

Just remember here
search results, will provide the links
from your own website. Only it won't won't give
you a third third party. Link. So you basically, your users will be
inside your website, not going anywhere. They will see ads
to Publishers receive 51 percent of the revenue
recognized by Google. So this is like you're
not doing anything. You have to decide, you have built
your hard work, your created a lot of quality content image and all
put our search function in your when your website and Start
getting an extra income.

Oh, if the site has already
built-in search functionality, but a site have that right? They already have
a built-in search functionality to Google AdSense provides
us a custom search ads, which can be added
to show search ads, next to your search
results tentatively, if you do not have
a custom search engine, but if you do not have
a search engine embedded, Google AdSense give use gives you a custom search.

Can be added to your site where readers can search
the side and see targeted ads. Okay, let's move
to the next slides. So here here it's an example
from a good site, called to decide one perspective. Parent, or when current parent
of source for baby bottles to he or she has got some organic
search result at this place. Below and ads by Google
is displayed in a box and it is highlighted properly. Okay, let's move
to the next address. That is video ads. AdSense for video allows
Publishers with video content, generate Revenue using ad placement from Google's
extensive advertisement network. If the remember
one point here of the vid like you are showing a video ad. Displayed, it has to be tonight, Li hosted in
Google YouTube channel.

Okay? So let's understand
what are the types of ads which are displayed
alongside your video content so it can be video content. It can be overlay ads,
it can be full slot sets. So let's understand what kind of video ads can appear
beside your video content, a video ad can appear for In between or after
a video content. So like when it comes before,
it is called three roll, and it comes in the middle, in the middle columns,
it is called mid-roll. And when it comes
at the end of your video, it is called post roll. Okay? If you are, we can see the standard
non skippable videos and the day will come in the
format's pre-roll mid-roll ad, post, roll it. Then there are prove you Videos, which can be skipped
after 5 seconds. So these kind of videos and be shown alongside
our existing video content. The can is overlay ads. Overlay ad is a test image or a rich media creative at
usually Afters over the bottom. Third of the. Can you see the image? It is pretty clear light. I am sure you would have linked
these ads on a daily basis.

Port 20 is a bit tricky. This is called Full slot. So full slot ads are ads, image, ads or rich media creatives
at appear for on pause. After the content, the trick here is
users need to toast. This ad for continuing
to the, your content, or next video, which is there is
a difference here. So let's let's proceed
to the next step of ads that is linked units. Units are closely targeted
to the interest of your users because users directly
interact with the ad unit. May be more interested
in the ads.

They were eventually. See. Let me quickly show you what
a link unit looks like sure. You would have seen is Too Tall, so we see
that there is AD choices. Come here. To differentiate an ad
from a generic website content, coming back to the link units. Access Publishers are paid
for clicks on the ads and ads on the linked page are
pay-per-click will ads similar. To those shown
in regular actions ad units. So basically this is like a text ad individual
text ads created into a unit and as Point link and Are
responsive by default. Allow you to support
a wide range of devices and now it is ADS. Can come in any devices, it can come from computers
and laptops phones, tablets and there are
multiple screen sizes. There are multiple resolutions
to by default.

Google has made
ads are responsive and will have to remember
one thing here, that Google Now Not disclose
how much it is for a link units. Let's understand how,
how does Google AdSense work? So it's actually pretty simple. I'm sure you would have, I'm a few would have
died installing issue, like initially, like installing
Google analytics code to basically it is
a JavaScript code, which has to be put
to the website. So, webmaster, or
publisher time is the side, which is willing to participate
in AdSense program, research, the AdSense,
JavaScript code to the website.

And bingo, it works start working
from that point each time, the page is visited
by an end user device, script code fired
and it fetches content, like switches right ads
based on either text of your website or interest of the users
and start showing ads. It is as simple as that. Contextual advertising system, scans the website for keywords and returns advertisements
to the web page based on these keywords advertisement. May be displayed on the webpage or we also played as
a pop-up ad For example, the user is viewing website
pertaining to sports. Like I am sure you must be using
a lot of cricket websites. So when you are
using this website, you must be seeing a lot
of advertisement related to sports Innovative company. For example, our Sports good sellers or
other sports websites, etc, etc.

Actual advertisement also called advertisements are in context
I personally take here. Extra lines are less irritating. Traditional advertisements is
why it influences users, more effectively shows users. The area of expertise of area
of Interest or expertise of their eldest increases the
chance of receiving a response. Let's understand like,
how do we get paid? How do Publishers
get reducing Essence? So, AdSense payment cycle
is monthly Publishers act through accumulated earnings
over the course of someone and then at the beginning of the following one there
are names are finalized and posted as balance
on the payments page.

The balance exceeds
payment threshold and there is no payment
holds positions will be true. The payment between the 51st
and 26 of the month. So let me example,
let me give you an example. Let's say Josh Furniture start
displayers using Google AdSense, they accrue limited earnings
throughout the month of July. Okay, let's say
the payment threshold for their account is
a hundred dollars which is of default for a lot of for the month
of July will all be calculated. It will be accrued
in August 3rd will see there. Bly month, finalized
total earnings irritate to their AdSense payments page. So, it is not credited
to the account. It will be credited
to their payment stage, if that amount,
as on more than $100. So it has, if it has increased above their
threshold amount and therefore, will get Josh furniture
will get a payment for their July earnings
and any other credits, the lump sum Payment even
around August 21st. Also, accents would need information about
your tax information, your personal identification. Do this and address to also
need to select a payment method.

So these are the different
payment methods that sense has been very lenient here
depending on different countries and rules of
the different countries. Are they have? They use various methods like peppermint The
Chronic fund transfer? Wire transfer, Stan
Union, Quick Cash, Kappa de and f t. So also we need to remember that depending on what method
you select and depending on what method is available
in various countries, will it might again, take some time
in getting this payment.

So let's understand
the do's and don'ts. What should we do to maximize our AdSense income
West Point produce, good quality content Attracts in gauges users to provide
good user experience, it and maintain a Content
calendar around a theme. If your site is into fashion,
blogging eating the theme, not add random new
topics for the sake of such profitable keywords, or engaged for etc, etc. The stick to your theme. Definitely it will still
get good results over time. So let me move
to the next Point. Follow. A Google webmaster
and AdSense guidelines. So this point is actually applicable
for all the website owner. If it is not for AdSense users
to Google webmaster guidelines, clearly asked you to create
good content for people, the people not
for search engines. So ask webmasters covered things like Using automatically
generated content participating in link schemes creating just
with link little or no, original content. Also methods like cloaking
Mickey think sneaky redirects in the website thing hidden text or links in the website
using doorway Pages, script content. And the list goes on
basically website owners.

We should always stick
to these guidelines. We should never use. Any unnatural ways to get
some traffic access guidelines. Also, essentially tell
all the same thing, also tell not occur
with AdSense codes if our SEO checklist ready. So, this is again, this is important
for all the website owners. I like, I because
I have mentioned that I have a couple
of websites on my own.

So I have always kept
your checklist, ready? Some of which points
are directly on top of my mind, Like setting up
Google search console. Installing Google analytics
setting up Bing webmaster. Tools thing here, never forget. Bing remember, Google is
only seventy six percent of the search press 24% belongs
to different search engine. So we're ignore Google coming back to SEO checklist
setting up in webmaster, tools submitting,
similar height map. To search engines, Superior robot.txt file use
Richie Rich Snippets if the URL SEO friendly type.

Long-form content
include Emily keywords in the first paragraph focus on, maintaining your density
and the list goes on. I don't really need to tell
all the list to you here, you can easily create
one for yourself or search for a good one. A lot of tights are available
in the internet which gives which Give you a free one
but Point keep an eye on a Spur. Click alarm, I think
a keyword research so it is commonly believed that
effect is directly proportional to money in blogging. This is not accurate. In terms of AdSense
advertisement reason for this is so many factors which can affect
your AdSense incomes, some of them are
for ad placement, which is very important but
I'll just go traffic sources.

Has and most importantly,
the AdSense cost per click. So if you are using keyword
research for your website, keep an eye on
the cost-per-click factor, I use sem Rush as a tool and I would highly recommend
using the brush tool by choosing some key words, which have high CPC. I'm not saying that. Just go around go
and choose only high-paying, if we see keywords
for people a keyword. First thing, according
to the first one, it should be as per your imp
for your site Keem. Secondly you should select some
of the profitable keywords. Okay next Point recent
match print formats.

This is also very important
Point too many site owners that I have interacted
with simply used images because they believe and this is also one
of the myths of AdSense ad major It's work better
from my experience. Give me is not like that. I advised, the site
owners use all types, like we have covered
the different type of Hearts II at else, right, since for search,
then links based ads and videos. Videos are generally
out of purview for us but then we can easily
use AdSense for search and I am Sign
of ourselves for salt because not only helps
you monetize your content. It also helps
with user navigation so user can find the right
content in your website.

If you put a search
functionality website, there's some Pro tips
for WordPress website owners, so I'll quickly
browse through it. It is protein and it was written recently sitting down
with one of my friends who is a site owner Ria's, very good traffic
in his website, we found these points out
will Commence using 720 x 7, 28 into 90, that is leaderboard image
at unit above the fold homepage and below the
main navigation bar. So depending on the page length of these are for the homepage
pending on your page. Like if the page length is good, use a vertical ad unit of same
size as different ad units like the 160 cross
six hundred or 200, 250 medium rectangle
in your sidebar. Oh, your blog page again. Press, you website owners are
deciding on their blog. So it's very important
for them is E36 crossed 2LT. Large rectangle ad unit
the top of the article who's a similar ad unit at the end of post
for the comment section. Similar to the homepage, is a skyscraper
or a medium rectangular and unit and the sidebar. So these are prototypes
a very important for you.

Is important to understand
don'ts rather than dues. So now that we know that do you need to understand
the don'ts first ever, ever try to compensate users or third-party players
for viewing ads, performing searches
Google will do know that you're doing it and there is a high probability that your site and your account
is banned in Courage, never ever encouraged users,
click Google ads using phrases.

Like if the ads or support us, never try to
draw user attention. The ads using arrows are
some graphical gimmicks. Never tried to place. Miss lady images,
alongside individual ads, Basically I had units
should be very clear that you do unit. Should Clearly say
these are ads. So this anything nearby
blue not gonna like it. Never Place ads in a floating
box grip will does not like it. This has to be avoided
at all costs. Never try to format your ad so that they
become indistinguishable from other content on that page your site and add
to have some gaps like Google. Sometimes sale, is that it is should be
at least 15 pixels. So never try to mix things.

Never try to make
an ending in distinction. It will try to format side content so that it
is difficult to distinguish. Shit from ads. So it is the reverse
way to be any, which way you do it. Google will not liking it, never try to place misleading
labels above Google ad units like ad units can only say
they are considered ads or are paid ads. Units cannot be labeled as favorite sites
or today's top of hours, something like that, won't work, click
on your own, Google AdSense, not of to go to AdSense.

Them will see a lot of site
owners complaining about this that I am banned
from Google AdSense and and one of the major reasons is the that do not get any Revenue
to get frustrated, The Click their own ads and you're gone believe me guys. Google is very, very serious about its policies
once you get banned, very difficult to reinstate
your account then if you recreate the account, It will have
a very high probability that it is going to be banned and the same applies
for Google ads as well.

pexels photo 3768911

So never try to fool
around with Google ads, or Google AdSense, not use automated, click
impression, generating tools, like reports are
deceptive software. Give me guys. There are a lot of black hat
things available in the market. Not try to use that. Google knows and you know, Google is the Big Daddy,
they will definitely know that you are using some
of Dr. Method success, and you will be and forever. Okay, let's move to matrices. Now, first metric is at request
and request is counted whenever your site
requests and displayed.

It is a number of AD units that requested ads
for Content ads, for search queries
for search ads. Ad reports will add
request ourselves, Reports, an ad request each time. A request was sent even
if no words were returned. Let me quickly
explain your this. So, let's say you have a page, you have a Blog Page and you
have put e ad units there. So p is the number of AD requests based on spend
some different criteria, like, based on your content. Based on the data, Google has about visitor will
will return you number of ads. So, it will depend
on a lot of things. So if some pure, if the user is browsing, your website at 2 a.m.
in the night, some people might have
put any restrictions, also some advertisers. So, depending on a lot
of things might be able to show three ads can be 0 or 1 as well as
point is AD request.

Coverage of range
is the percentage of AD request that returned. At least one at the me
speaking average can help you identify side. But our sense is not able
to provide targeted ads. Formula for average is
and request that return ads. So in the previous example, if one of the three slots,
only one slot, displayed an ad. So this is why
I'm divided by 3 200. So if two ads are shown
on that page out of three slots, it is 66.67% If you have a search box
or edge of 80% would mean, an average of one query, out of the five show
out of the file not show any.

I hope I'm clear about it. Poor coverage this. I'm at Google was not able
to provide ad suitable for your page and returns
with did not return any. As at request it, ER, to lock clicks
CTR is click-through rate to add request. Click through rate is
the number of add x divided by the number
of and requests a simple. If you received seven klicks
out of thousand, ad requests to Ctrl
+ 7 percent I could request RPM. It is revenue per
thousand Impressions so ad request Revenue
per thousand Impressions, calculated by dividing, your estimated earnings, I number of AD request you have
made multiplying it by thousand. For example, if you earned
an estimated $60, from 15,000 ad request, for ad request RPM would be like sixteen sixty dollars
divided by And in 2000 which is total four dollars. It's pretty simple
number of times, a user clicked on a standard
content tag cost per click in this simple and important. Matrix amount, you
earn each time, a user clicks on your ad. You can see is calculated by
dividing the estimated Revenue by the number of X received.

I mean, again, Rick forward number estimated
earnings for a Publisher's, put that very recent numbers. Can be a little problematic. You can in your dashboard, you can see your recent earnings
up to yesterday Preston's. So this is it looks
like a simple one but this is an important one. Impression is counted for each ad requests are
at least one ad had bigger.

One to download the user's
device is a number of AD units for Content ads
or search queries, for search ads, and loaded adds a very
important Point here to note is if there are told you right, there are a lot of AD networks, they are available
who maintain a standard are. There are standard bodies like the interactive
entertainment view, you choose IAB of the media
rating, Council MRC. Do a lot of research
on this trip. They do a lot of periodic
reviews update industry, standards for
impression measurement. They also recommended by guidelines over time
the standard for counting and AD impression on the web
has evolved from counting and impression to the ad
is served counting an impression when and starts to download
on the user's device. So there is something
called a served impression there is Thing called
it downloaded information, compression, CPR ratio of
impression that resulted in the clear straightforward. Okay, let's move
to managing Google ads. So these are the steps for
setting up a search campaign.

So this is generally first step
for each campaign, not only for paid
campaigns many campaigns. First step is generally
to identify measurable goals. Once we identify mirror. Will goals, we move
forward and in case of SEO and PPC campaigns, we move forward for the keywords
in case of a paid campaigns. The second step is
like identifying key words, structuring them into proper
campaigns and AD groups is very important. M8, perfect ads for your Target. Customer, important Point here, is he, the Target customer and
and you are while you're measuring your goals. You need to
understand your target. MERS perfectly. So kind of searches. They are doing
what kind of sites, they're browsing come. See you crack all these details. You are good. In will add both point
to view the results and make changes if required. Okay, let's move on to identifying
the measurable goals. These are some
of the common Bulls at I identify pulse can be much more
tricky are complexes.

Let's keep it simple
for the discussion. This can be like to number
of business leads required from a paid search campaign, can be a number of revenues to be generated
from a paid search campaign, for e-commerce campaigns
or visibility campaign, this can be total amount
of traffic to be generated forth for app campaigns goals. Can be total, number of app downloads
or in-app actions. Let me quickly move
to the first first point as we discussed
is identifying the keywords. So Google has give him a wonderful tool
for free is called word planner, the Keyword Planner, once you identify the goals, you start searching,
Google gives you the stool. You can as many searches
in these tools. Just have to search terms. You can find a dog ruffy. So if you are
targeting United States, you can put us
for targeting India. You can India if I'm creating a campaign
specific for Bangalore, I can put Bangalore. So once you do this
you'll be able to see the keyword search
volumes estimated cost per click and so on and you will be able
to get an idea like how much approximately you
are going to spend ad manager.

At just Furniture
is searching for terms like by Office Furniture online. I Garden Furniture online by garden furniture,
by Furniture online, and Report data. Google is giving. He has put location as India. Could have been narrowed down. It could have been ignored
or Chennai, or, or narrow roads. So that once they
are putting this data, they are getting average
monthly searches competition. It can see. Clearly see the competition is
very high and because they're they've already not started, the ads that impression
Shares are not shown and can also see the top
of the page bid in the low range and higher range before
by this furniture online course, Furniture knows that they have
to spend something like Rupees to be rupees 10, what all details
it will depend on. It will probably depend
on their desk or and address.

Let me move to
campaigns important is the first structure, okay? Like I generally take
this approach to Champions according Network
to Graffiti, right? Segmentation ductile
and probably many other details. So I'll give an example as
Furniture telling chairs and tables in Bangalore and Chennai to look
at the data point, it's a Furniture Company. It can get sell chairs,
it can sell tables, it can sell a Dentures, it cancelled garden furniture,
it can sell bedroom furniture.

Different set of keywords
different locations Bangalore. And Chennai, also have like
can select standards of display ads
depending on that. You can select first first
approached wish to, he attacked good
campaign structure for the search ad campaign
for garden furniture for Bangalore to choose one. Keyword theme choose one
location and choose one network. Search Network, keyword theme which is
garden furniture and location. Bangalore ETA of create
a campaign first fit, a million full
name, start working, start optimizing similarly, create a display of discrete one
for his players as well.

Once you master the structure
for the next campaigns, you just need to load
up in settings, I have highlighted here. No need to add the campaign
setting free time. You can just load your campaign settings comes
ad groups very important point. That groups are part
of like the ad campaign and yeah they are part
of that campaign they help in recognizing the ads
by common theme so if you to select garden furniture you
can again go granular.

So it can be like
garden chairs it. Regarded tables can be something
else to my advice here. Go as granular as possible. Select very tightly
themed ad groups. Whose two, three? Four. Words. Max. Do not go beyond level
create a gifted ads. For those keywords. At the ad group level bidding is done to control
the ads display. Let's move to the next curve. Next Point ad copy Creation
in probably the most important. I mean, for dads and similarly,
for this players. So for time, constraints, I have taken example
of text ads. As you can, as you can see
a text ad ad copy, there is a final URL
is a headline one, which is 30 characters,
headline to 30 characters. Had line 3 is 30 characters
to be noted here.

Line 3 has been recently
introduced may or may not show who line one and had nine
to will definitely show. Depending on the
devices depending on various other points. These actors will show
there is a distillate path, which is like
your website name /, @ 1 / path to. So for example, in case of Josh Furniture,
it can be tossed, Furniture,,
last garden furniture. And there is description one, which is 90 characters and
description to be 90 characters. And when you type things here will show you reviews
And for desktop, second four miles, effectively, reach your potential
customers straps should be very specific levent
are active and empowering. Some of the good practices that you can
follow can highlight the differentiating factor
first You can you include at least one keyword? So remember aside your ad group, there are three,
four, five, six, keywords, you can choose
to go very Broad and even put Tiki words, do you know II think
they should yet? Uh, NAD. A 22 words. Do you be able to Jude
but Justice know, right? So that is why I told you. If the things tight them,
you theme maximum 2.

Three, four, keywords,
five keywords for ad group. Include your call to action,
like by Mao or call us. Now, visit our store. Good point glued prices. Promotions, exclusive
else, excellent. If Point, make sure the ad text matches
with the landing page, push a button,
point be covered this point. Whatever is your add a leg
whatever is the term which is creating your ad
to the keyword text and the landing page
to the all be on the same page. They should speak
the same language. Make sure your ad, extensions compliment
your ad copy. Wow. Seeing them explain to add
extension of additional pieces of information such
as additional links from your website before numbers Stellar
reviews becomes a part of your advertisement
on Google search ads. What do they do? They actually have
more real estate but adding an ad extension, the size of your ad increases
and you know, size does matter, right? So in the side, aisles of the ad increases users
would most likely to notice. It more click on these ads, but there are some examples
shown you here point, you can use extensions store
on your business goals.

Very important point, if your goal is to get
customers to buy from your business location. If you want people to get, if you want to direct
your direct your Customers to your store or restaurant
or any other place, you can use location extension,
the important point. So apart, from
location extension, there is something
called affiliate location and potential. For example, our PR Company and I'm creating my ads
for my individual dealers.

Okay? So I'm just trying
to facilitate them it. So instead, like I
cannot give Kia Motors. Address there. So I create affiliate location. I'll give the address
of noisy motors which is a Kia Motors Christ dealer and I
can give the question example. second point is allowed
extension and additional text to your ads. Free delivery, 24×7
customer support etc.

Etc. I can type of goal. If you want your customers
to contact you by four people use call extension for Google. So had a text message option
but there is not there anymore. But goal customers
to convert to your website. Basically, if you want people
to visit your website, you can use cycling
extension cycling case like, you can pick two or four site links to that people
can come to your website. Directly example, you can give
your hours or order. Now direct link can be given 10. Callout extension, add additional text
to your ads, like free delivery 24×7
Much support have subtracted, then there's an advanced concept
called structured Snippets. The structure separate will also
be extra information on your product
or service category. Also, there are price extensions and not available
in all the countries.

If your goal is to get people, download your app
and pretty simple use app, extension becomes ad scheduling at scheduling allows you to set
some themes throughout the a day when you want your ads to run
specific hours for each day. For example, you can use
the ad scheduling for specifying certain number
of hours or days of the week when you want to show your ads. For example, I am a restaurant and I want to give
don't attract people near. I want to attract
office errors Fisk or smear my restaurant. My restaurant. I will do is like I quite
much more importance during the lunchtime or the afternoon time when
people go and meet other people. So I'll put my
in location extension. I'll put my attention
to the details the right time. Surely you can also go a step
further and set adjustments, increase or decrease
Your bids for specific days and it's amazing, right? So by default will ad campaigns
are set to show ads all day till you do not touch.

Your scheduling part is set
to all day version tracking. Probably one of the most
important points. It is again a free tool
provided by Google ads to you and specify the actions which are important
for you example whether they're buying
a product or Signing up for your newsletter that they are
calling your business or downloading your app
pending on finding your, on your business goal. You can set it up. Oh, when a customer completes an action as of defined
as a converging at the, you can see
the details of convergence. I suggested method
here used Google analytics, conversion tracking methods.

And for that you need
to link your Google ads with Google analytics. Let's quickly understand
how we do that. You can Google ads
to Google analytics, the important Point probably
is the first step you should take in order to view
Google ads data inside, Google analytics account. And vice versa, basically
two different accounts. One is Google ads,
and there is Google. Takes account, we need to eat
them before linking them. First step is to enable auto
tagging in Google ads device. The data may not put correctly
between two forms.

And remember, the, the platform's have
two different ways to collect this data to, we need to be very careful
here and analytics. As for the screenshot, I think you can see
the screenshot go to, to your eye. Admin view to properties
and do your Google, add links. And next steps are
pretty self-explanatory. I'm sure you'll be
able to do it. Once you link your Google
analytics account with your Google AdWords account, and you can view
ads data inside analytics. So you once it is linked,
you go to Google Analytics. Go to the overall view, you go to the acquisition part,
go to browse to the Glad fat, then you see, go to the campaign's,
you will be see, you will be able
to see the clicks data, the cost data as per click data, how many users, how many sessions whizzing
part pulse rate is per session. These are all Google
analytics a direct. You cannot see this data
in Google AdWords once you link Both
the properties will be able to see the of the data
inside in one window.

Similarly, you can see
your shopping data are displayed getting data. I have not shown it here, you can see it even
analytics data in Google ads. It is the reverse one. Now that you have
your able to see the AdWords data in analytics, will want you to know that you can also
the reverse thing Apart from the usual AdWords data. Like append data, budget,
status clicks impression tpr. That is true rate average, CPC can also see analytics
details inside your AdWords. These are arranged
with its Pages for with it. Sent a new visits etc etc. Bounce rate is very important. It your full attention here, multi-channel funnel
report is very Very important in analytics. Conversions, and e-commerce. Transactions are credited
to the last campaign. So it is a default attribution
analytics is set to last step that you user did while converting attribution to
by default is revisions is set to The Last Action. So probably it is the Search. Last did I add by default? It will be shown like
that what role did are website referrals purchase or a display in that convergence
we need to understand that how much time passed between the
users initial interest and his or her purchase
we need to understand in order to understand the user
funnel out the user move booths from Top of the funnel
to bottom of the funnel.

It is very important to
understand that we need to see. Okay, first time the user came
to my site using a paid ad. Probably he or she came directly
and converted or probably, they came my website
or using paid search and do some display
campaign reconverted. So, in this report went to all
to check this report are UPS given That two losers. Come first, they have come via paid search like text ads
and all they have come by a display ads to users who have come via paid search.

Then they have directly
to the website and convert it and to our e-commerce site and if you have
installed e-commerce, a properly, will be able to see
that how much version value. It got normal users,
the values will be 0. So let's come to the last
Last step of our discussion is optimization very important
Google Google AdWords, most important point is
like in continuous stimulation and how do we do compete
continue assorted Dimension. First point is for keywords. We need to
check keywords status. Always other keywords are are all of them eligible
are all of them. Performing properly is
a performing properly. Are above all of them,
getting good through rate.

CTR is high or not, the bids other underbid
like the the top field bid is higher impressions are counted. It is not getting X so we
need to check all of this. Mmm. Need to go to search term
reports on a regular basis. Whenever we whenever we need to
analyze the search term reports, we will see a lot of negative keywords coming so
we need to keep adding the negative keywords but our
otherwise becomes better.

Click to review
our Max cost per click. This is very important. Cost per click, the corresponding quality score
and gradually improved for idea should be decreased
the cost for be gradually. Basically if our monkey
scores will improve our mascot will go down. And of nuclear words in that you do need to come
continuously use tools like keyword tools. So from the search report we
will see a lot of new keywords which we'll use as Point, stout branded keywords
and it keywords are keywords, which used your brand name. For example, Walmart, and America, people
will Not remember, it will make our website,
we'll just type A, do they occur and they
will come to your, they will see our page. We need to bid on these as well. Let's move to the next point
and turn up campaign structure.

The important point, a group will be
tightly structured, it should have maximum two,
three, four keywords, so that we can do a Justice to these keywords
and stretch properly, caters to all these keywords. So tell me what happens
when we start our campaigns, we are not particular to create
a slightly broader groups. So yes, we had done that, nothing to worry about is
always room for restructuring, keep reviewing the campaigns. And so one point here, most of the time advertisers are
under pressure, Okay, we need to give Eric ad campaign then one day or two days
so initially we do not, we might not get time
for a good ad structuring. I would recommend to do
that them any time in the future can always go back to the same campaigns
to restructuring. Split up, ad groups again. If you are ads, you need to add
your grip reduced. You Return to Those ads unit,
continuously new ads, the first thing
for any AD group, you should at least
create 3 ad groups, at least for each ad group
minimum three ads.

You need to check out
these ads are performing after getting enough clicks. Are they getting
enough convergence? Are they getting
enough Impressions? If some of them are not getting
any Impressions, pause them. And add new ones, said, matching set matching is very
important split again and again, your keyword a text
and your landing page should all add a dynamic. Keyword insertion took
Google provides us an ugly tree or a group has four words, you can or five keywords
or whatever, number of keywords, you can do curly brackets, and you can use
Use Dynamic keyword insertion. So basically for all
these keywords Brands will be triggered
to your headline will show or your Google show. Never, There Is
insert Dynamic insertion, good practice, I always do. That would also recommend
your program that never do that if you use a lot
of broad keywords, if that can clear your adults, sure to Delight
the display URL. Low-lying, fruit lot of
advertisers for get Display URL.

So you can use your keyword and you can use the important
point in the display URL. Remember, it is
still your people, your website is there are
two are different fields of 15 characters each
whose call to action. I've already cleaned this point
for stand out from the crowd to have to do that
by continuous experimenting. And the most AP testing, I like your USP is again
explained it before and attention with
an amazing headline. Headlines are like,
literally bolded to. You need to write an amazing
piece of headline and practice which I generally follows. I am I to include a keyword
in the headline. I would also recommend you
to that next Point, optimizing your website
and landing page here. Instantly Test new, landing pages very
important Point here.

We'll put some dot has
importance on speed. Google always improves,
quality of pagespeed, the like will also give
us a lot of important for mobile page speed as well. You need to do that. Even if importance on
page speed limit to constantly Test new landing page, you need to take care
of to our ux issues. Make sure there are
no bioethics issues. Bill does not like that. Our Language and Cultural
experts that aspects in mind. Time what happens is we do a lot
of Charity writing. Like I have also done this
in the past I have done the mistake created
a campaign for us and UK. So I created a like same. I used the same
landing page and Lee. I use the same
text blindly treat. No, no. But the country
hear people speak English but way the December. We have big
hearts are different. We need to take care
of these small aspects in mind. Most important point, the on-page fixing
of adding pages. Do the SEO fixing
of your landing pages properly.

Like tiling, proper lying tag. Title tag for meta descriptions
signing proper image. Alt tags, etc! Etc! Demise, your ad extensions,
add extensions, very example, I explained in detail, who's a Daxton extensions as
per your goals choose, whenever appropriate, consider scheduling at extensions as failure
of fish timing, or s for your tour, timing, or as for
your customers convenience, Commision or ADD
extension for performance, to do need to do that. Periodically, find your search
a reviewer location settings. Important sometimes
like you will create an ad campaign for u.s. So remember that us has
50 states and do is east coast. Has a lot of surf volumes
to the West Coast as a lot of such volumes central part of the u.s. does not have a lot
of alcohol in my experience. I'm telling this unit
who further go down further, good, more detailed.

You can break
down your location. It's from overall us to New York
from the New York state, New York City and formulaic
electricity's of California. And you can also try
out specific location. Targeted landing page,
believe me. They work busy save money
by scheduling schedule. Your ad only to appear
during business hours. Explain this increase
or decrease your bids, depending on the results. Increase quality score, but the score is
the most important factor and it depends a lot on to rate, click through rate of your ads
can only be increased value experimental not on the a text. So, we need to write
keywords, you know, to do a lot of experimentation or to write text
to mising landing pages. Optimizing add
text Pages explained before Stout Skaggs very
Important concept cakzis like, single keyword ad group. So, recently, a lot
of AdWords, experts, the advising this.

I have also tried myself. Give me it works wonders. You take a single keyword in
the search volumes are probably, which is the one, which is most important
for your Target customers yet. Story around it who tipped
off that single keyword, you create Landing. You create that ad group,
that keep optimizing. I'm sure at quality score will
increase like anything it right? This my quality score increase
from 5 to 8, reach 10, you'll understand how much impact it
will have on the cost. So probably you will have
to pay less than half of what you used to pay before
or even lesser important Point. Keep optimization as a process. You need to implement
it as a process. You need to be doing it. For your CPC and maintain value for money in for a high
quality scores will Skaggs. Use tightly themed ad groups. And so asked question, like, by need to aim
for first position because lot of time first position that the cost
per click is very high.

It can lower your cost per, you can slee be
on 2nd and 3rd position. So you're still on how to fold
up in much lesser do you need? Thing about things like that and be allocating budget
from underperforming, campaigns removed
underperforming campaign, or us them relocate. That same budget
to such term reports as Point review, competitors, build
on the competitors names. So, if I am all mad, it would probably be down
my competitor best by his name. So you can also do that and ideas
from your competitors.

How do you do that? You can use
some Innovative tools. I have used a tool called
spyfu is an amazing tool. Will give you a will. In a few clicks will give you all the data about
what your competitors are doing. You can pick out some
of the best practices that we remember be different. As the world is evolving
towards the digital era, it is quite important
to maintain a good social profile and have
an excellent social presence. One way to promote your product
or service is by making use of one of the most prominent
digital marketing channels that is social media marketing. Today, we are going
to be discussing about one of the Hot Topics in the field
of digital marketing, that is how social media marketing
benefits your business.

But before we get any further
with this session, let's take a look at the agenda. Ow. So firstly, I'll start off with talking about what exactly
is social media marketing. Followed by which will take
a look at the major pillars of this field and moving ahead
below to take a look at the different types of tools which are available
in the market, which are mainly focusing
on social media marketing. And then we'll take
a look at a few tips and which platform
you should choose in order to gain more traffic and engagement by
social media marketing. So, these are the topics
that we will be discussing guys. And also on this note, Go ahead and subscribe
to a Eureka YouTube channel and hit the Bell icon
to never miss any notifications from us on
training Technologies. Also, if you're
someone out there who's looking for an online
certification training, in digital marketing, check out the link
in the description box below.

Don't forget to like, share
and subscribe this video, guys. So, let's begin this session. So, what according to you
is social media marketing, there are nearly 3 billion, active social media users
across the globe and this constitutes up to 40% of
of the entire worlds population and around 90% of social media users
across the globe, access social networks, through mobile also
the sector is way faster in terms of reaching
your customers, irrespective of their location status, it mainly refers
to the process of obtaining, more traffic through
social media sites.

So this is the major agenda
of using social media marketing. Guys, it is a vast field where you can find
Evergreen job opportunities for freshers as well. Experienced professionals some
major social media platforms include Facebook Twitter,
Instagram LinkedIn, and so on. So now that you guys
have got a clear idea about what is social media marketing, let's understand its benefit how exactly social media
is going to benefit you or your business. Let's have a look.

Social media can help you out
in a lot of ways, guys, it helps you increase
your website traffic also helps you raising
your Brand's awareness, helps you in creating
your brand identity and also help. You in improvising
your communication with customers or prospects. So, this is exactly how social media
is helping you out and delivering your content
to your customers or prospects. So, moving on, let's understand what keeps
social media intact and so much more life. So let's understand how. So, will mainly discuss about
the five pillars in the field of social media marketing? So, let's see. What are they? So there are five pillars
like I mentioned, which helps in keeping
social media, marketing alive.

So, the five major pillars of Your marketing are is the
strategy planning engagement, analytics and advertising. So let's understand how they help
social media marketing. First, we will discuss
about the strategy. So this phase is considered
as the major part, that drives the growth
of your company. It lets you analyze
set relevant goals and also helps you
in planning your business. The more effective your strategy
is the more I our chances to being successful.

So talking about the strategy,
it encompasses everything. Related to planning
setting goals how to meet the desired goals, analyzing how to engage
with your audience and so on. And also, another major
feature I would say about strategizing your social
media campaign would be it, lets you know, what kind of conversation you
should have with what kind of intellectual person or so on,
something like that. So this is exactly how strategy helps
in social media marketing. Now, talking about planning, a large part of your
success in business, depends on how well you play. Your social media campaigns. Also, before you start
posting on social media, you need to have
an amazing plan guys. Research about your
current market trends and Define your target audience, and identify Which social
platform is suitable for your business, okay? In order to create a good plan,
having an objective, is more likely to
help you with that. As long as you stick to your plan
and work on improvising, it you'll be in safe. And guys, now, moving on to the
next important pillar of social media marketing, we have the engagement Factor As your business
grows the reach.

Also eventually increases, you'll have a lot
of things to take care starting with maintaining
a good social profile to interacting with
customers on any of the social media platforms. You'll be on the edge
of your marketing campaign. So having good engagement ratio
is going to help you with that. Now, the best part is you
can track your engagement ratio by using engagement tools
like buffer slack. And so on it Aggregates,
all your social media mentions, Also, the post that
didn't tag your business, social media profile, including a few messages.

Now, this was about engagement. Now, talking about analytics. Social media is
a very vast platform where you can promote any of
your product analyzing its roots can give you enough kick, start your business group. So analyzing your leads
from social media, tracking them, and converting them
is very important. You can make use
of a few Analytics tool, like Google Analytics. Kiss metrics and many more,
which helps you analyze, your website's performance
on the Ser piece. The talking about the fifth
and the most important pillar of social media marketing. We have the advertising Factor,
have you ever seen some ads, which pop up every now. And then while you're
watching a video, These are nothing
but the advertisements that are up for promotions.

Social media is
so damn powerful. That you can manage
the status of who can view your advertisement. You can always make
use of Like phones, like Google ads, LinkedIn ads, Instagram,
sponsored ads, and so on. So this is exactly how you can promote
your product by pushing it. So advertising is, one of the major factors
or the major reason for you to even create content
in the first place. As long as you
promote your content or promote your work, it will be useful for you
as well as the customer or whoever it is
on the receiver end.

So these were
the five major pillars of social media marketing. Now move. Being ahead. Let's take a look
at the different tools which are used. So, in this video, I'm going to be talking
about only two major social media marketing tools. So let's understand
them and GTA. So I'm going to be focusing
mainly on two tools that are namely
puffer and HootSuite. So let's understand
them in detail. Firstly, we'll talk
about buffer. So buffer is
a software application, which is mainly designed
for web and mobile. It can manage
your social accounts by helping you schedule. It's on Facebook,
Instagram and so on. And also the best part about this is it lets
you analyze your results and provide means to communicate
and engage with your customers.

This is an extension guys. And also this browser, extension is one
of the latest productive hacks. I've tried to list out
a few notable features of this, so let's have a look. It is easy to share
your post faster. Using buffers
browser extensions. It is free of cost guys and you can share your tweets
at the right time. I'm if you get any tweets or retweets you
can just Tweet back or you can just read tweet
at the right time now and also it is easy to track
top-performing contents. If you're going to be working
on a keyword like say digital marketing, for example, if you're going to be working
on digital marketing you want to know the top
performing content, right? So this tool helps
you give you the insight about the top performing
content and also, you can easily customize
your scheduling process for each platform. You can also make use
of the Chrome extension. I can mention to add articles and contents from web
to your buffer queue or share the content on the go. Now, moving on to the next tool
that is HootSuite. HootSuite is one among the most
widely used social media, marketing platforms, and it was created
by Ryan Homes.

In 2008, this social
media marketing platform, lets you build, smarter workflows scales
across your organization and delivers demonstrable Roi
This amazing tool allows you to collaborate
with your team member, announcer the major benefit
of seeing your comments and mentions in one place. You can also assign tasks,
Plata social media, calendar and schedule
your updates over there. So this was about
the two major tools which are used
for social media management. Now, moving on to the next part
of the session, let's take a look
at the different tips that I'm going to be
giving you related to social media marketing.

A few tips,
from my end to help you out. Social media marketing guys. So the first thing you
should do is identify your market goats set up. Proper goal and try
to work towards it and create unique
and specific strategy for each social media platforms. If you're working on Facebook, you need to have
a different strategy. If you're working on Instagram,
you need to be very unique and different always
be consistent, guys. And always choose
the right platform.

That is right. Social media platform,
for promotion. See you need to know
how to Has your website guys? Once you know that
you're getting traffic from one of the marketing channels, you should focus on that
and if you're not getting more traffic from one
of the channels, you should try focusing on a different Channel
and try to, you know, elaborate or try
to be more interactive with your customers and try
to create more good content. So this is exactly
how you can get more traffic. Also focus on
your messaging part because it has a greater impact on your website as
well as your Business always be up to date with
the latest technology Trends. This is a must guys. If you're working
on social media platforms, you need to be very up-to-date
with the technology Trends. Also know how to analyze your
results and focus on the part, which needs more attention. So this is
how any company grows. This is exactly how anybody comes to the first
position in the srp's. So know how to
analyze your results. Okay.

So these were a few tips
from my and guys. Now coming to the last part of the final part
of this session. Let's understand how to choose
the best social media platform, knowing what to Market, and how to Market plays
a vital role in choosing the right social media platform. So here are a few points
that you should consider before, selecting any social
media platform, seek out your target audience, guys. Focus on what your customers
are looking for and try to deliver accurate results. Also, Define a good set of goals and build a good
business strategy.

Always concentrate on
what your customers want. And delivering good content, requires a lot
of research and also, you should be good at social
media management tools. And also Distributing
your content is a must, guys. If you're working
in an e-commerce side, you should know
how to handle post. You should know
how to analyze your results. You should know
how to track them and so on, right? So these are a few factors
which you should consider before selecting any
social media platform.

These are the topics which we will be covering
in this particular module. First of all, you need to understand
what is affiliate marketing. Secondly, you're going
to be learning about some key terminologies
of affiliate marketing, or how affiliate marketing works. And number for setting
up affiliate marketing, as a merchant, we're going to talk
about more in detail about merchants and affiliate and then setting up affiliate
marketing as an athlete person.

Now going ahead, our objectives will
be do First of all, understand affiliate marketing
and how does it work? And we will get to know
the major players in affiliate marketing
and how it works. Learn how to setup and run affiliate marketing as
emotion and understand how to monetize
your website or a blog or even a social media channel
using affiliate marketing. Now let's get into
the first topic of the day which is understanding affiliate marketing and
how we going to do that is we're going to do
that by an example. Well, we all know
about card Eco now, we are an imaginary character. In this particular case
is planning to buy a new car. Now, she is confused
between two different models and what she does
is she goes to guard, they could not calm, maybe compare it and
get some guidance. That is how usual consumer goes and researches about a product
now, moving ahead, she made check all
the details and reviewed.

All The details
of the two or three options, whichever she was looking
for on gardening Co and she made her choice. Now she checks all the offers which are available
selects our nearest dealer and fills out a form
with her contact info. What is the business
model for car? They go there. I mean they just simply
took the lead and pass it on to the next company, which was in this
particular case maruti. Now during the entire process, Carl Decker did
not charge Priya. Anything for the service. He was able to check reviews, she was able to
check the features, she was able to compare
all the cars. All of this was free of cost. So what is
carnico actually doing? Why are they doing
this for free? And, and the
biggest question is, how do they make
their money now? The answer lies
in the next slide, which is the earn their money
through affiliate marketers.

Now let's go step by step. Step into this and see
that how it works. Now, the first of all
the seller strikes, a deal with car, they Now about this Dean, we're going to talk
about second car, they could not calm places, the sellers offer
on the website now, Prius C's these offers and then
she pulls out a particular form. Now car the echo, what it does is
either automatically or manually since the lead
to the nearest seller.

Now it could be a showroom
as Well now seller receives the lead and makes a contact with Priya and let's assume
the purchase is made. And even if the purchase
is not made earns a commission for a lead, the seller gives the car
they cook commission for a lead or for a sale. Now that is how car they makes its money. Now, that brings us to the definition
of affiliate marketing. In simple terms,
a fleet marketing, is promoting a product in return
for a commission on the sale. Now, think of Affiliates
as commission agents or just think about athletes
as one of your Brokers and just like any real estate broker
get some money whenever there's a sale done
for a particular house.

The same way athletes also
get their commissions. Now after it Mouse marketing
is an extension of Performance Marketing
Performance Marketing happens within a particular company and affiliate marketing
is dependent upon the people who are outside
of your company moving ahead. Let's look at some
of the key terminologies which I used in affiliate
marketing number one, it is a merchant. Now, Merchant also
known as Advertiser or a seller is the product owner
This product is being promoted and who sells the product. Now, in case of, let's say Amazon
downward, for example, is not a product owner. The product owner at
this particular point of time, because it is
displayed on Amazon. Amazon is the merchant or an Advertiser
or SMS moving ahead. Now, while Merchant
needs affiliate marketing, large e-commerce players, lack of critical piece
of or Organic traffic or engaging content.

Let's take a very
simple example of camera. And let's take it as a product which has been displayed
on a large e-commerce company. For example,
an Amazon gift card. Now the Amazons
and the flip cards, have a difficulty
in targeting the non-commercial, early-stage search traffic. Now the reason why
I am telling you that is let's say you search for best cameras
of with everyone and in that particular Case
assuming Amazon's search result do not come up at the top but an affiliate website or a YouTube video
or anything of that. Sort comes up there and then you find
the links and that is how they get more traffic
on their own website. Now, fda's will high
quality relevant SEO. Friendly content can actually
fill in the Gap, exactly how it happened or in
the case of the camera now, small Merchants like, Lack the resources
and the market reach.

And when you are talking
about the sources, it could be a or it could be
the lack of marketing budget. Now, Affiliates, provide the market
axis that we teach and The Branding as well. Now, in this particular case, Affiliates are an extension
of a marketing team and they start keeping
the marketing cost in check. Now, the merchants because they do not have
an unlimited amount of money, like how large e-commerce is
have They can always make sure that their marketing
cost is in check. Moving ahead. How affiliate
marketing benefits? The merchant. Number one, they get extra set
of traffic without spending any money because traffic
is not monetized. Secondly, there is
no risk advertising. That means you have to pay only. When someone buys
the product number three, build the brand, especially
for the new businesses.

Assuming I'm a small-time,
T-shirt maker, and somebody who's very
famous a fashion model or somebody just post about that and post
through our affiliate link. Then in that particular case you
will be able to get the business from us and they
can build the bad for me. Now again, one
of the great things about affiliate marketing is that you get a lot
of bad feelings without doing any effort
and the only thing which you will have to do Is that you have to pay
once the sale is done, which is pretty much okay
with almost any entrepreneur.

Moving ahead. Now, let's talk
about the affiliate affiliate or a publisher is either a site
or a company or an individual. That is promoting the product and gets a commission
for each sale. They usually have
a niche audience as I told you about
the example of camera, is the best example here. Now, let's say there's
a assuming there's a, and then they tell you
about the best cameras for 2020 or 2030 one, they have a very Niche audience
of just those photographers. And that is what is the best part
about being a publisher, or an affiliate. Now, why athletes
need affiliate marketing because of that. Actually, there are
millions of side that receive heavy traffic. But they do not have
any product to sell now. Soul in the same scenario. Some of them might not have
large enough traffic, but have greatly
really loyal visitors. Now ads is an effective
monetization option when the page is
views in millions. Now, any blog lets you start
any block tomorrow, and if you have 200 people
of 500 people coming onto your website
on a daily basis, and if you try to put in ads, there it is not Going
to give you a lot of income.

But again let's assume that you whole and again 500 people only
are coming through it but one of them decided to buy
a product from your website. Now in that particular case, you're going to get a very
decent cut out of the sale which eventually is going to
help you monetize your visitors. And also this gives you a source that your information
on the website, whatever you are. Tank is actually making sense. Moving ahead how affiliate marketing
benefits the Affiliates. First of all you
can monetize your project because if a person comes over to your website clicks
on that camera, link goes ahead and
buy that camera. In that particular case, I'm going to be
monetizing yourself. Secondly, it is more profitable
than running ads. Now the reason why
it is more profitable than running ads
is first of all we know that That there are adblocker
pop-ups ad blocking browsers, which are available now.

So ads actually on, third-party websites
are going down as we can already see it, then apply it becomes
a better option in order to start making
money on your website. Now, third thing is that you should have
a better control of what visitors see. And by whenever we are talking
about better control over, what visitors see. And by that means You
are putting the direct links of the products, you have giving
a proper photo shoot, and you're doing all
of those efforts and you have a better control
of it because in cases of ads, you do not have
a very good control that who will be advertising
on your life. That is where a fleet
makes more sense. Now, number 4 is that ability to offer custom deals
to promote sales.

That is also one
benefit which athletes. Get moving on. There are a lot
of affiliate websites which are available now, if you want to see
a review comparison website, we have already talked about,
they could not calm, but if you are in to mobilize, you must have always
heard about GSM Marie. Secondly, now there
are some loyalty and reward websites as
well because it just doesn't make sense for them. So they want a more
loyal customers coming onto their website. So every Time somebody buys
anything from their website.

They provide some sort
of a loyalty points as well to those that they keep on visiting
their websites by again from their affiliate links
and so forth and so on. Now number 3 IO coupon
website skupin Dunya. Now what they do is that they provide you
with a coupon code which might be available
somewhere else as well. But once they give you
that Google account, the a redirect you to the
merchant website, number four, Or large media websites. It could be him assigned times. It could be
Wall Street Journal, or anybody of those sort. They are also doing
the same thing because again, you have more control
and you get a lot of money coming out of by doing
the affiliate marketing and the last and not least
our like blocks again as I told you about, let's assume your
own and you're making those blogs
and forums moving ahead. We're going to talk
about the customer. Now, this is The end point
of the cycle.

Now, customers are drivers of
any affiliate marketing program. Basically, when a consumer
buys a product or service, why an affiliate? The affiliate also gets a cut and the merchant
shares the prophets and he gets the same. Now, this is how the affiliate Network
or a platform works. And a flea Network, or platform is
a third party platform that actually Acts as
an intermediate lie between the merchants and the F. Use the charge of fee
for being a middle man.

Now, think of it as
one more layer in the graphs, which we saw before. And these are the people who
actually manage your Affiliates. So there is a merchant
is apnea Network and they will be
multiple affiliate, which should be there
within affiliate Network. Now, here are some
of the examples of affiliate Quite a platform. Now, first of all is commission. Then we also have calmly, we have shared a sale and we
have two looks now, let's talk about athlete program.

Affiliate programs are a type
of athlete Network. These are the programs which are said
by large companies who want to get
their Affiliates on board and to get more traffic
to the website by reaching non-commercial
or early stage search traffic. Now, just to give
you an example, a fleet The program is something
which has the fee structure. That how much are
you is an affiliate, going to get? If he sells a particular product or a particular type
of product or a product in a certain category, it could also include
the basic operating procedure. That, how do you go ahead and make your own custom links
and share it on your log or a website? And it does include the payouts When the payouts
are going to happen now, how it works? Is that athlete program? Generates the traffic
for the website and in turn gives
the commission on the same.

Moving along some of the affiliate program
examples are as follows. Now, Amazon Associates is
probably one of the most popular athlete program, evil pattern network
is also there, Shopify and Flipkart also
owns a affiliate program. There are some other
key The terminologies which you should be knowing
about the fp8 market. Number one is free a percentage
of sale or fixed amount which is paid to an affiliate.

Now p as I told you
previously could be different for each and every company and could be different
for each of the categories within a particular company
or even to a certain level, you a product as well. Now, linked views is that how many times
the product link was viewed on an affiliate? Site or a network. For example, assuming
you are an associate and you put up a link
for Amazon on your website. Now, how many times a person
is clicked on that link and went over to the website? That is what is considered as
linked views moving on clicks. How many people went
to the mergence side by clicking the affiliate link, and the for is
our average order value. Now, size of the
average order in INR, or Or any applicant
currency earnings per click, which is your total commission.

How much you have got
within a time frame and total number of clicks
generated by an affiliate in a given B be moving along. We're going to talk
about how it works, how affiliate marketing works. Now, first of all, in the first step,
a fleet obtains, a Merchants product details
and creatives sometimes. Directly from the merchant
or from the affiliate Network. Number do affiliate uploads, the products or creatives
with special length. It is also known as
parameterised link that contains your affiliate ID so that the consumer visits
and affiliate side and clicks on Merchants product
or a creative or link anything.

Now the cookie or a code is sent
on consumers browser, which identifies the
merge Urgent affiliate, which is you in this particular
case and the link moving on consumer is redirected
to the merchants website. Now, whenever he goes
to the website, then a fleet, identity is captured
by the merchant URL. Moving on the consumer purchases
from the merchant website. And cookie information
is sent to an affiliate or affiliate Network. Now, Merchants Auto transmits, the sales information
to the Athlete Network, which includes the affiliate
ID affiliate Network tracks, the sales and the transactions with matching to
that affiliate ID, affiliate and Merchant
reconcile the transaction and Merchant pays
the affiliate directly.

Now, if you are a company who wants to set up
their own affiliate marketing, how are you going to do that? We're going to be talking
about the same thing now. What are the basic requirements
of a merchant? If you want to set up
your affiliate Network, number one is that you should have
a product to sell then. Secondly, you need
a fleet platform number 3, you need to have an offer of fee that you will pay
to the Affiliates number for you should have a very compelling
product description number five. If you have the creative
such as banners, or images, or something of that sort, or a video anyway, To make sure that
whenever you sending it out to an affiliate Network, it actually gets clicked
and last is a sales pitch, that why should an athlete
work for you? Because assuming, if you pitching out
to load of Affiliates, then you need to endure them
with something to be a high fee, or it could be
a instant pay out, or it could be anything
of that sort.

Now, moving on
the second thing, which you have to do, if you want to set up,
your affiliate network is That you need
to find your right. Affiliates. As a merchant, it is very critical
to find the Affiliates that are in line
with your right now. What f is to have audiences
that need your product, but this always should not be the same as
your current set of customers. Why is that the reason
behind that is that you're going to be giving
the same free to those people. Who would have anyway, come over to your website and
bought it from You number three, you want the Affiliates to have
an in-depth understanding of your industry? However, they should also
not be your direct competitor.

Affiliates should get you sales
but they should not be pushy. Now, the third thing
which you need to do is that you have to decide the fee. First of all, Affiliates, take a share of your profits
just proved therefore, it is important
to determine the amount of Revenue you want to share
with the affiliate. It depends upon if you already have
a certain amount of Affiliates or if you just trying
to set up an app here that is how it's going
to work out. It should be substantial
enough to motivate an affiliate and leave you with
your decent margins as well.

Number four, the pricing model can be chosen depending
upon your business goals. Now you might pay out a lot
of money in the very start if you're a very small company because they're saving you
on your marketing budget. Let's see what a big company and
you have the upper hand then, in that particular case
your pricing model could be a little cheaper, you could be a little lesson fee and you can pay it
and after a couple of months, so you have to decide on
those particular fee processes. Now, there are
multiple pricing models. Now, the first
of them is paper same, which is the percentage of
the sale price of the product, which you pass it
onto an affiliate.

Then the second one
is pay per click. This is not very much use now, but based on the clicks and traffic generated
on the merchants website, number three, you have paper, leave, remember the first example
which you saw are, they That could actually
work out as a paper. Eat. Number four, is
pay per performance which is based on your
pre-decided consumer action. Now it could be a download, it could be a referral or it
could be anything else now. It's talk about the affiliate
platform demo whenever you have a website of your own and you want to set up
your own applet program, you can easily go
to Sheriff's and follow the steps to set
up your merchant account. Now, in this particular step, what you can do is
like set up the rules, set of the processes, set up, the fees set
of the payout mechanism, and all of those details
to start your own affiliate.

Program and share a sale is
a platform just for that. Now, moving ahead, setting up, affiliate marketing
as an affiliate, that is what we are going
to start to learn what Affiliates actually need their first of all, need
a website with good content. Now, in some cases, this could be also good account
of a social media, which has a lot of following you
need a large loyal audience. Now this again, could be a social media
audience or could be a website audience as well. Number Three the most important
step which you need to pass is the merchant approval in order
to become their affiliate. Now, these approvals are based on multiple things that could be
on your social media following. It could be about
what type of a website. Do you have? Is it secure or is
it mobile-optimized? Yes, no. So all of these things Merchants
makes and keeps the guidelines of in order to give you an
approval to become an affiliate. Now, moving a head, let us Us assume
that you have gotten the approval from the affiliate
from the merchant.

Then in that particular case, your first big thing
would be getting visitors on your website. First of all, you need
to think very carefully. That where can you compete? Now, this could be an issue might be good
at or this could be a niche, which is a market Gap. Now, once you do that research,
you make a website on that. You start putting
content into that and then you start
doing those FBI. No, moving ahead. You need to leverage
social media to promote and build a community.

Number three, you need
to use your referral links which are there
on the related blogs and the website. Now, how that happens is that
once you become an affiliate, you are given an axis and then you can create
your own special links and you need to use
those special referral links on your blocks. Number four, you need to join forums and start
promoting your products. Their number five, you need to generate
the Traffic to this website, but do not randomly push. The affiliate links,
it will be considered as a Spam. It's always a good idea. In terms of content marketing, you have already
learned about it that it's always better
to help the person rather than starting to push a person
to do a certain action.

You will 6 use ads if it is allowed
or for your own brand but only after
testing the conversions, Number seven, catch people early
in them buying stage before they have decided
to buy using your SEO again. This brings me back
to the topic of If you have a Blog that says the best
cameras of 2020, there are chances that you're going
to be ranking on the SEO and once you're lacking on the SEO, you will be getting
a lot of traffic. And in turn, a lot of sale and interns a lot
of fee coming to you. Moving ahead. SEO and engagements are the key. Consider your blog again. As I say, you need to Target
the informational searches. Now, when I talk about
informational searches is again, bringing back to
the same example, then you need to focus
on the long tail keywords. This is again, which you already
learned in a CEO, but this is a snapshot of how you should be doing it
for an affiliate marketer.

Number three is that you create
useful in-depth content. Like Tips, reviews, and resources and number 4,
you need to use lead magnets such as free trials, or samples or something of that. Sort. Number five me to
create email list, using forms and social media so
that you can Target them later. Again, whenever you write a new blog with your app
create links in boats, moving on, you need
to start promoting the right products again, which is going to keep one. I'm good as I've already talked
about it, multiple times.

You need to search
and find the products that fits your Niche. Your photographer, you could be a videographer,
you could be fashionista, you could be anybody
just focus on your Niche so that it does not
sound like spamming. Assuming your makeup artist
and you suddenly see that there's a lot of interest
on the photography. Then in that particular case,
it's ideal that you should not. Put your photography cameras
on your neck up website.

Now, number to keep
the product portfolio, small enough to stay
on top of the updates, and the changes. Now, when I say
product portfolio, that means again the products, which are fitting
in your Niche, and you need to keep them there, so that you can
keep on regularly, make changes on it until, as you have a really
large T. Now, number three, never give all of your eggs
in one basket, Skip. Now, when I say that that means don't just Join
one affiliate program. Don't mean all
your money on the table with one table itself, join
multiple affiliate programs. Number four, you need
to research the merchant before signing up some
of those, you know, might be extremely new. They might not pay you out
or something of that sort. And on the other hand, you can always go
with the most popular ones. Something like,
Amazon number five, right there is
high selling products. It is scripts and programs
can be used for it. Now, when you say
Brandeis High selling products, it could be high selling
in a certain time.

Assuming you are
in a situation of Kovac. And you think that selling these masks
would be a good idea. At this particular
point of time, you can go ahead and start doing that because there are
high setting course right now. Or hand sanitizer is
or anything of that sort. So what you can do is create
Shareasale affiliate account. Now, we've already talked about the merchant
account on shareasale. You can also create
a FB account on share a same.

Now for that, you need to visit
and Creator affiliate account, then you will need
a live website to create an account here. Sale usually takes one business
day to review your application and then they're going to come
back to you telling you that if your website is good
enough to be a part of, share a say, Affiliate come. So whenever you do that,
you will see a dashboard View. And those dashboard previews
will have all of your details of all the merchants
you're working for, what are you earning from? Where are you are earning, and you will get
a sample reports, which are there here
in this particular Slide.

The other one, which is extremely popular
is Amazon Associates because Amazon being the largest
e-commerce in the world. You could always Is go ahead
to affiliate program dot Amazon, not in, and login
to your Amazon ID. Now, what do you need to do is like follow these steps
to create your account and your application
will be reviewed after your website
drives a minimum of three valid sales within
the 180 days of registering. Now, what you need
to do is to make sure that you are not using any sort
of bad IDs, your website is properly secured. It has the SSL
certificate on it. It should have
enough content on it and it should not be
as any website. That is when you get
a green signal from Amazon. Now, once you do that, you're going to see a dashboard
from where you could actually create the links and also look
at your earning review. Now, in order to create a link
on Amazon affiliate, you need to find something
which is known as the ASI and number of a product. Now, once you do that, you need to copy paste
into the bar and click on go.

Then after that, you could get multiple set
of structures of your link so it could be shortly. It could be a preview
along with the image without the image etc, etc. So you can go ahead and customize that literally
copy paste that code or the link onto your website
and you're good to go. On the other hand, you also get to see
your fees bounties and clicks. Now phase is something is
what you earned bounties is what you get when you sign up some Buddy
for let's say Amazon Prime and clicks are
the number of clicks which you actually
got onto the website for the Amazon moving on after it marketing since it
comes with a lot of upside. It also comes with a lot
of downside as well.

Now, athlete marketing has
a lot of frauds as well. So the first Rod which is there
is fake conversions, that means that you're deploying boards or using click Farm
to generate a fake conversion. Number two is the content
duplication which means that copying content
from genuine afraid websites to create a shadow
website of your own. Number three is Cookie stuffing. That means generating malicious cookies that provide
a fake tracking code, which trigger a fake sales.

Number four is, you know, time Freud loading destination
page in the background to fudge the clerics and time spent
on the website number A five is your type of frauds, buying a domain that is almost
as same as the official website. Driving is very important factor in digital marketing
without a proper strategy. It's good not to have
a business venture at all. Welcome you all to
this interesting session on digital marketing plan which will be your guide on
planning your business strategy. But before we get
started, The session. Let's take a quick look
at the agenda for today's topic. So firstly, we will talk about why digital marketing
planning is necessary. Followed by which will take
a look at the structure of a marketing plan. And then move ahead and take a look at how to make
an effective marketing plan work and best practices to improve
your digital marketing plan. So these are the topics that we'll be discussing
in this session guys and also don't
forget to subscribe to Ed Eureka YouTube channel
and hit the Bell icon to Vermissa notification from US
on trending Technologies.

And also, if you're someone
who's looking for an online certification training
in digital marketing, check out the link
in the description box below. So let's get started
with this session, guys. So, the first topic is why digital marketing
plan is necessary. A digital marketing plan
is a document that mainly includes the details of
your marketing campaigns short, and long-term business
goals and so on, it is also sometimes
called a digital marketing. Now, when I say
digital marketing strategy, what do I referred
to or what do I mean, a digital marketing strategy is a plan of action to achieve
your marketing goals.

So when I say strategy,
I think most of you know, that strategy means planning
in advance, right? So it is a plan of action, which is achieved
by a particular goal and you can achieve this
by using channels, like paid on social
media and all of it, which come under
the strategy and also, depending on your job scale. The strategy might
involve planning each with a different agenda
and the end result. So, in this session, we're going to be focusing
on the planning aspect and strategy mainly involves
more creative thinking and also it is difficult
to create one. So, let's see how to get started
with prioritizing your strategy or you're planning
for your business operation. And also planning is basically for maximizing
your business benefits and the goals
associated with it.

So why do? I think lying is required. What does it mean agenda or the main goal of having
a plan undoubtedly? Digital marketing is becoming
an integral part of our lives and also our business as well. So, without this,
added to your plan structure, you are missing out on a lot of opportunities to connect
with your customer base. So the main goal is
to connect your customers and then move forward to
how you can improvise yourself or you improvise your method
of dealing with your customers.

However, you can actually
make your strategy. A work, but you should have
some clarity in it. This Clarity can be caught
by proper planning. So some major reasons
that you should consider having a perfect digital
marketing plan will be. You will be easily able
to attract viewers to your website. And also you'll be converting. So if you get viewers
onto your website who are actually looking
out for something, which they need
and you're giving out something which they want. So it is going to be becoming
a proper conversion rate there. You can actually get
a sale out of it. And also, They will become
your loyal customers and create a marketing strategy that helps in planning all the actions on
how to reach your Target.

Customer Target customer
is something, which you should analyze
or research about guys Target. Customers are those who actually want
something from you and you're giving
something to them and they might have some issues or they might have
some queries related to what they're going
to be paying for. So this is how you should make a strategy
to reach them in a way that they will find it easier. ER, to interact with you
and also have trust in you. You'll also gain a lot
of in-depth knowledge of the market
and your target audience. So when you do
a proper research, proper homework on how you
can analyze your viewers, how you can work your way
around the target audience, yet. Good to go guys and this lets
you use all the resources that are available
in an effective and an organized way. So when I see planning it is
pretty sure or pretty obvious, that it should be
an effective plan where you can you Lies all
your resources and also you should do it in a perfect way.

So these are some major reasons why you should take up
digital marketing planning. And also if you talk about the scale
in which marketing or digital marketing is growing, you should start planning
your business strategy in a way that you shouldn't try to copy other business strategies
and try to implement your business plans accordingly. So you should be
unique in that way. Okay, now, moving on
to the next topic. So, what is the structure
of Of a good marketing plan. Have you guys ever wondered is
there can be a structure to a marketing plan? Well, there is
a good marketing plan or a good digital marketing. Plan is a key
to all your strategies that will give you a foundation for all key online
marketing activities. So we have praise to the rescue. What is a brace? What am I talking about? When I say, praise praise
is nothing but plan reach at conversion engagement.

So these You put together will make your good
digital marketing plan. Now planning, consider using
the data driven approach. To review your current
digital marketing. Effectiveness custom analysis kpi that is
key performance indicator, dashboards, smart objectives, and helps you create a strategy
of prioritized Improvement on how you can deploy
your digital marketing media, technology and everything. All these come
under the plant part of digital marketing planning. So planning is
very Very important. It will eventually help
you guys in conversion. Also, and talking about reach, you should be able
to build awareness using online marketing channels
or mediums like social media. Marketing SEO, that is search, engine optimization content
marketing and so on, and this will drive
more visits to your website and talking about act. The next following
step would be app. You should know how to act
when you get a lead, or when you get a feedback,
regarding whatever you've done, or Whatever plan
that you've been taking part in, always encourage interactions
on your website or sometimes social media, which will help you
generate more leads.

You should actually involve
in more and more interactions with your customers
and talking about conversion. The superlative goal
is to generate Revenue by retargeting nurturing and conversion rate
optimization or cro. This is used in order to remind
and persuade your audience or customers to buy any of your product via one
of the marketing channels. He's so this is
how the conversion takes place. Guys, you have a viewer
on your website, he tries to reach you. He tries to go through
the website, what you provide, what services you provide, what your products
are up to and so on. So this involves planning here, you should know
how to Target your customers. You should know
how exactly they will stay. If you're going to be,
giving them discounts on any of the course, or any of the product that you're going
to be interested in, and the next one
is engagement increase.

The number of He's
from existing customers by improvising personalized, communication, using web, email
and social media marketing. I think most of you get
emails regarding any of the new product launch
on Amazon or Flipkart, right? This is how you build
customer engagement. So, this is how you have
praise to the rescue. And once, you know,
your way around this, let's give you a breakdown
of a step-by-step structure of a digital marketing plan. First thing you
should know is list. Your business goes, you should know
what your business. Business goals are you should know how to define
your business goals? So the very first thing to do when you are developing
your digital marketing plan is to carry out an internal and
external analysis of your form.

They need to be so important
to Brand your business but it'll definitely help on your final
marketing plan document that sets the stage
for everything to come. Also to do this. We have some useful framework
called SWOT analysis. So this is going to be helping
you in looking into matters. Like Strength,
weakness opportunities, and the market. So what is a SWOT analysis? Something familiar,
something new. All right, so let me just
not beat around the bush, and let me give you
a proper definition to what a SWOT analysis. SWOT analysis is
a strategic planning. Technique used to help
an organization identified, its strengths weaknesses
opportunities threats, and everything related
to business competition or project planning. Once you have everything in place strive hard
to put up some goals.

Is related to your domain. Also, the wonderful part is
you can work on developing your digital marketing plan
with smart goals. Now, the question is
what a smart stand for. Is it a full form? Is it an abbreviation? Is it just saying
smart goals in general? Let me help you guys smart goals
are nothing but the abbreviation for specific measurable
attainable relevant and timely smart goals helps in
analyzing your business venture. Now when I say specific, it deals with lead The number
of visits that you get on your website and so on, measurable helps in providing
a specific number of those leads and visits. Attainable deals, with analyzing the benchmarks
that you've set and relevant helps in relating. Back to the overall
end goal and last but not the least timely. So you should know how to finish everything
within the time frame. So this is how smart comes into picture and smart
goals are very essential if you're going to be starting
a business venture.

Enter of your own. Now, the next is a research,
your target audience. This is important for focusing
on trying to get the traffic and reaching the Right audience. If you don't research your audience before
creating your content, you might end up creating
something really useless. So, which is definitely
not recommended or which is not appreciated. So, you shouldn't
actually do it. You need to First analyze, their interests and
plan accordingly. There are so many ways
where you can collect prospects information
to create a good person. Such as we have the adverb analytics data
web-based surveys, focus groups and
blog post comments. So these are some mediums
through which you can get some information
regarding your prospects and also their interests. The next on the list
is the design Persona. You should design
your persona in such a way that people cannot find
a single fault in your product. If you have the required
customer data in hand, you're good to create
a good buyer Persona, guys. You can't create
an effective digital marketing plan without knowing who you want to reach
a buyer Persona is important.

In this case, generally a buyer Persona is
a fictional thing is it is people that represents
the trait of people. You're trying to Target to buy
your products or services. So it's like a robot
in between a you and the customer. So, how does this buyer Persona
help in digital marketing? What does it have
to do with anything that is related
to marketing field? So buyer, personas help, you know, To Target when
you're running your campaign, in many cases, there might be a chance
that you might have more than one buyer Persona whom
you would be targeting. So creating these personas help
you Market to different types of buyers based
on their interests and needs. So by a Persona is important
in digital marketing planning. Now the next is Define
your marketing strategy once a turn with defining
your business goals. Personalizing your strategy
and help in planning.

The major things that these
would be the strategy, the entire strategy on how you're going
to be building up your plan. So the first thing
would be the audience. You should know what to focus on whom to focus
on and how to focus on. So what gives you the answer to, what kind of content
you should create whom gives you the answer
to who to Target? That is the prospects that you should consider
focusing on and how to Target are the mediums. The channels are the marketing
channels which you can go for to reach the audience. Making this plays a major role, guys, you need to know
how you're going to be communicating
with unique value proposition, and how to do so appropriately.

In terms of channels, so ranking plays a vital role because you will
be having your page or your website rank on Google and which will eventually drive
more traffic to your website. And the next is
content strategy, know how to create information
of content, keyword research, social posting, and so on. On. So now that you know, how to define your goals,
how to create your strategy, how to create a buyer Persona. Let's take a look
at the last thing that you should do after
creating an effective strategy that is choose
the right marketing platform. It doesn't matter if you're new to digital
marketing or have enough experience in this field but what matters is
your idea about marketing? It via the right channels. There are a few marketing
channels or medium through which you can let
people know about your product. So utilizing Is knowledge
and marketed in the right way.

So, the first thing is, you cannot stick to
one digital marketing channel. You need to be well,
versed in all channels, starting from SEO, with over 2.7 million blog post, getting published
every other day and more than 500
million tweets per day. You have no choice but to enhance your knowledge in
a particular marketing channel. So, choose the right marketing
platform for your business and your planning
is done, right? And it will eventually lead
to more New Generation as well. Now, moving on
to the next topic we have how to make an effective
digital marketing plan.

So follow these instructions to have an effective
digital marketing plan. So the first thing you
should do is brand yourself, the very first thing
leading to success of your digital marketing plan
is defining your brand, it is important to analyze
your company's growth, your ins and outs of your brand so that you can easily
sell your product. In addition to this create
unique selling Points or USPS in general to give proper
insights about your drawn, to the audience.

Also, even here,
focus on the smart goals which is named the specific
measurable, achievable, realistic, And Timely. So focus on these goals will be branding yourself
as a trustworthy company. So in order to try
to increase your audience, based follow these instructions, the first thing
is launch your product. So this is more important guys. Launching a product which is error-free
bug free and so on. So you should focus
on creating a Look first and reach out to New Markets. If you're very confident
about your product, just reach out to New Markets and it can vary depending
on your location or the type of audience and also try to promote
your product promotion, is a must even if it's a very minor thing
that you've done, you've achieved something, you've created something
on your own, try to promote it and also,
you can improve your Roi.

That is written on investments. Usually, when I say marketing it
cause you a lot of money guys. Eyes. But using a digital marketing, the cost that you're going to be
spending on marketing campaigns or soon will be less. Even if it's more, you're going to be getting
more back in return. That is the Improvement
in the ROI. And next analyze,
the market grew, and expand your market share
with respect to the competition. Try to optimize
your conversion funnel. So, when I say conversion,
funnel conversion, funnel is something where you will know the exact ratio of
how many people are landing on to your website and
how many people are actually. The buying your product. So the number of people
landing on your page and the number of people who are actually
going to be buying, your product is very less because the number
of viewers would be very more, they'll be interested to see
how your product will work. What you guys are into
and so on, but eventually when the process takes place, they will not be much interested
in your product.

They'll try to say that. I found another one
which is more interesting, which is more nice or very better compared
to whatever you're selling. So I'm going to be going
to that and now I do I want this. So these are a few ways where you can try to optimize
your marketing funnel and try to attract new customers and
increase the number of sales. So attracting new customers
wouldn't be easy. If your product
is performing well, so make sure
that your product is, right? So these are
a few important points.

You should note for having a
perfect digital marketing plan. Now, moving on to creating
an effective marketing plan, we have to choose
the right marketing platform. If you Creating an effective
digital marketing plan. You need to choose
the right marketing platform. There are several marketing
channels through which you can easily promote your content
and get good leads from it. Some major channels include search engine
optimization content marketing, social media, marketing
pay-per-click, email marketing, and so on, so choose the right one
for your business. Now, measure, the business
once everything is in place, you need to know
how to measure goals. Not just create
a plan in such a way that It will help users. It will help you
gain more profit. It is not like that. You should know
how to measure your goals. You should know how to analyze
where you're losing traffic or barrier gaining
interest of people.

So a strategy or a plan
will always eel results and you should always have a
strategy to measure the results. So this is a crucial phase
of digital marketing guys, it determines whether
your business was successful with the effort that
you put in or not, you will be done
with your Think plan. Only if you will be able
to analyze and measure the corresponding results and you can measure your marketing strategy
results using kpis. Like I mentioned the,
our key performance indicators, these help in determining
your campaign success. And also, it helps
in showing you if you've got an expected Roi
or not, also, in addition to this, you should have a real-time
data visualization system, why do you need
a data visualized system? This is because
the world is evolving. It's digitalization, and there is much more
to explore in this field, so be up to date
with the current market trends, identify opportunities and room
for improvement in an instant. So, these are the ways you can actually improve
your marketing campaign or these are the effective ways, which you can design
your marketing plan.

Now, moving on
to the next topic, we have the best practices
for a better, digital marketing plan. So in order to increase or
improve your digital marketing, And you should follow some guidelines or
some practices, right? So the first one would be
prioritize your customers need and plan accordingly. So when you are into marketing, you should always prioritize
your customers needs first. This is because you'll be giving more and more time
to your customers. You should know what
their thought process is about.

Your product is, you should know
how to analyze the situation. Give them proper guidelines, provide help when they
need it and so on. And also a Audit your SEO
on a regular basis. SEO is mainly into
blogs and articles. Like I mentioned so audit
your SEO in such a way that it will help
your website rank first on the search engine result Pages
conduct webinars and Live Events webinars actually
help in improving your knowledge about the subject. And also this will eventually
help the customers who are looking for an answer. So wondered webinars
and Live Events Live Events, basically deals with you
being there in person. And Explaining
about the product. Now, next is prioritize blog as
a primary lead generation media.

This is because organic traffic drives more traffic
to your website guys. So focus on creating more blogs or more videos regarding any
of your product generation, any of your marketing plan, make
organic traffic your priority. Like I mentioned blogging, video making all of it come
under organic traffic generation so give more importance
to organic traffic. This A beauty of content
on the marketing channels. We have so many social media, marketing, mediums
or marketing channels through which you
can promote your product. We have social media, which is like a boon to us
and which is helping us in all ways that we need. So these are some best practices
that you should consider while taking up or while creating a proper
digital marketing plan. So what is digital marketing, strategy, digital marketing
strategy is basically the plan that you have. When you have to execute
your online strategy, right? Rather than go in an ad hoc way, we make detailed plan of how we're going to achieve
our goal in the online space as we go along the presentation. I'll give you some case studies and how you could build your
digital marketing strategies.

So, why do we need
a digital marketing strategy? Whenever you come online,
you have a goal. So it could be either branding or performance when
we say performance, it could be sales,
it could be leads. So imagine you have
a clear sales Target in place for your website. So then the question comes,
right, I need to be digital. I need to spend
money online but then what should be my strategy? How should I spend
it online, right? So what are the various elements
in digital marketing? That's where this
marketing strategy takes an important place. So what is the digital
marketing strategy? Any strategy is the plan. So similarly, digital marketing strategy
is a plan to achieve your digital marketing goals. So when you doing branding, you your goal would be
to reach the maximum number of people that probably
the lowest cost, right? And reach them
at a higher frequency so that could be in terms
of running when you're looking at performance, right? So when you, if you looking
at lead generation campaign, whether it's in
the education side, Healthcare or financial services or even training online training
any one of those, the board could be leads and
leads at a lower cost, right? And then when you
look at eCommerce, it could last Vida, sales sales that has low cost
per sale as possible.

You also have metrics like cost per acquisition cost per
acquisition of a new customer. So how to get started? So the seven steps
as we Define how to get started with your digital
marketing strategy, right. The first thing
is obviously branding, you clearly Define your product. You need to think of, how do you want
to position your brand? What is the message
that you want to convey to the end-user
about your brand? Right? Then go ahead
and create smart goals. We want sales. Do you want leaves? Or do you want? Do you want
to increase awareness? So, that's how you define
your goals will buy a Persona. Now, Who should we Target now? I have built the brand
have identified the qualities of the brand, defined the qualities
of the brand, but then I cannot show
the ad to everyone and predefined by a Persona. So, how does my
probable customer react? How does my
probably customer act, who should be
my probably customer.

So, for example, if you are selling a bike,
so, bizarre bike, right? Imagine they want
to sell it online, they probably would
not Target someone who is above 50 years. Did target age group
would be someone who is from 16 to 25
16 to 35, right? And Mary largely, right? So if you're selling a bike you
considering scooter or a scooty, you may Target movement,
it's not stereotypes. Let's be very, very clear,
it's not stereotypes, but then it's all based
on buyer Persona, right? So, a large part
of my users of this bike, or of this category
of this age group, this gender, and this from location.

So, you also
Define Which democracy, which location they are from, So a particular bike or a particular thing
could sell more in in the South particular thing, could sell more in the north,
you have your own data. So based on that,
you build your buyer Persona. Now the next thing is to choose
the right marketing strategy. What should be a strategy that we're trying to create
awareness for you? Trying to create sales? Are you trying
to generate leads? So Define your
strategy very well. So a large part
of this fmcg Brands, like, you know, all these soaps or any of those when they
try to leverage digital, they try to do branding. So, increase awareness
about the features of the product
to the customers, right? Increase awareness
about the features of the product to the customer.

That's the most
important thing for them. So you would always see them
on YouTube video ads, right? You would always see
them in Facebook, you'd also see them
in Instagram and sometimes, you know, it Snapchat
or any of these channels, they would do in large volume. Either main objective
to reach maximum number of people at a lower cost. So, Define your marketing
strategy, what is it? Is it branding? Is it saves or is
it lead generation? Now, the next thing is
once you have defined it how we allocate
marketing budgets, the next thing
is Define marketing, budgets and then allocate
the marketing budgets to the right channels. So today there are
multiple channels, which are available And each
channel has its own properties. So, for example,
there is a Google search. You have all intact. So people already have
the intent to take an action to a purchase.

So, when you want to drive sales
or drive leads, right? So you do search
on the other hand, if you look
at Facebook or Instagram, or any of those Snapchat,
any of these channels, right? So, there's not much of intent. So you do a push, but then that's also Drive sales
in some cases that say that also drives engagement. So, you have different metrics,
So based on those metrics, you define your marketing budget
across various channels. If it's a financial services
product, you would go ahead and do on money control, you go ahead and do
in an economic Times. And the next thing is launch
your marketing campaigns. So you've done the plan,
you allocated all your budgets, go ahead and launch
it and keep track. And then there is
a circular move, right? So once you keep track, you evaluate what
the performance of each of these channels which had a better impact
in terms of what your goals were and then you use
that as a feedback. and then for the next month
or next quarter, you realign your marketing
budgets in the same direction in the same line as you know, based on you goes So
key points to note.

Always second objective. Yes. Analyze your past efforts. They should all be,
is should always be feedback? So that you constantly improve and then make this channel as
a very effective channel, right? Because the thing is, the biggest limitation
or the good thing, or the bad thing, with digital marketing
is everything is tracked. So everything is fact, it's just good
because now, you know, how much of your
budget got wasted because there is a theory,
which says, 50% of a marketing. Budget has gone waste. The only limitation is, I don't know which one
in digital mapping. You can clearly know which part
of your budget has gone waste to a large extent. Now, that's also a problem, how are you using
that information to improve your campaigns in the future? So that's where this is a constant
requirement for feedback. Use pass data, Data and try to improve
future campaigns, right? So communicate the entire
digital marketing space is very new to lot of advertisers, most of our senior staff in the industry have experienced
offline advertising to the core. Right? And the good thing
about offline advertising is if you do a OD UC the holding
at that particular place.

If you do a print ad, you see printed
at that particular, place unlike digital advertising until and unless you
take a roadblock, add on some of these top. Persuader is economic Times, our money control
or any of those, the senior manager
would not see it. How do you then
help him understand? So if you do a Google
search ad, right? If you're running
a Google search ad for someone, if you run out of budget, when the person's actually
live in your book.

When the boss sees the add, you add doesn't show up
which also brings to the point. You have to
constantly communicate, educate them, right? The advantages of
the digital marketing, the limitations of
digital marketing. The more important
thing is the limitations of digital marketing, right? So then last week, I'll make an effective plan
as you have a detailed feedback loop input
from multiple sources. You know, plan
becomes more effective as you go along
how to structure your plan.

So first is have
detailed plan, right? So, Define your reach. Whom do you want to reach? Who is your target audience and then how do you
want to reach them? Which are the channels
you want to advertise so that you reach
your target audience. So to give you a simple example, Snapchat, take example
of Snapchat Snapchat, In India that's probably
around 40 million users. But if you look at it, see Cricket the audience or
users into various categories, 95% of them are
in the age group of 16 to 23. You have this
particular data point. So now if I am trying
to reach people where both boys and girls or men or women
in that particular age group, I added, I know Snapchat is
the best tool based channel. So when we say reach
so you identify who you Want to reach. And the second thing is
how you want to reach once you identify
who you want to reach, you also know their buyer,
Persona, their age, their demographics, their gender their location,
then you identify the channel, the channel which
helps you to reach this particular set of audience.

Now, the next thing
is go and act like this. Go ahead and execute
your campaigns and then obviously you track
your conversions. So then engagement. So there is a research it says
in the online space before any Takes
action on a website, he has to interact
with that particular brand either on their website
or on multiple websites, which are not under the control
for at least 80. Thanks, so engagement is
the most important thing here. So, the more you
engage the customer across multiple channels, either just with your presence or through your paid
advertising the higher, the chances that the customer
will come and do a purchase or take an action
on your website.

So, engagement is
very important, right? So that's how you build your entire digital
marketing strategy. So, take an example, most of you have
experienced this, right? You go to Mantra or you go
to Amazon to do 10. You check out some products you
see some 3/4 product, did not do any transaction. Now, you go to any other website
where you're reading content, so you will see an ad Wilsonart
which has six products, you'll see a banner
and physics products. So what are we
trying to do there? One, we call that as remark. But then we are also trying
to engage with the customer when you go to the website, you only have seen
one or two products, but when you see the ad,
you see, six products, or sometimes more than those.

So what I have is on is trying
or any e-commerce, retail is trying to show
to the End customer. See, I have more products
than what you have seen. Forget sales. As a first point, the first thing you're staying
because I have more products than you have actually
seen on my website, which might be very useful
to you very relevant to you. Some part of this budget,
gets allocated to branding, some part of this budget
is allocated to Performance. Ideally, it should be, but a large part
of it gets allocated to Performance or sales. So engagement is
a very important metric. So how many times
did the customer interact with our brand
before taking any action? But how do you increase
engagement for new customer? So he lands up on the page.

If it's a lead generation,
you cannot do anything largely. You have just the form before. The customer can do anything. But if when you doing SEO,
he comes onto your side. So you have to structure
the page in such a way that the user visits
more than two pages or more than three pages, when he's actually
visiting your side. So how do you do it? So the content
that is built the content that is developed would have
a lot of internal links, right? So very very relevant topics
to that particular product, the main product that he see the main content
that is reading rights and then you send him
to the next page.

So he reads more information. So, look at it this way,
take an example, if you want to open
a d-mat account in the financial services d-mat
or take loans, for example, if you want to take a loan,
you come to a particular page, you read about how to take, how to get a loan, you know,
days alone from is bi, there's a loan from Citibank
is known from any of these bags, right? But you have another question,
what is the interest rate? So now another page is talks
about interest rates, you will go visit the page on interest rates, get
that information there, right? So now, okay, you're defining Interest rates
know what are the payments? How do you pay? Do you pay at the beginning
of the month? We pay rent of them are.

So these are all
a fake use several questions which people have, right? So there are how, what, why? Let's see if you're
actually answering them. Interlinking, all
of them were engaging, the customer mode, the more you engage
the customer the higher, the chances that he will take
an action on the side and higher the chances
that our digital marketing plan, execution, become successful
tactics to tackle the challenges that you face in digital marketing when
you're executing the planet. So what are the problems
that you face? When you, what
are the challenges that you face, right? So are you doing branding? You might have a goal.

I want to reach
a million people at this cost, but then you have
through the campaign. Your cost is almost double. So, which means
if you are elevated a lakh Rupees to reach
a million people, you will reach probably 1/4. And you spend half what that means is
to reach a million people. You need to to X of the amount. So you need to relax, right? But you don't have
any proof or for it. How to tackle
these challenges So identify Simple Solution, right? Simpler solution. Is identifier another Channel
which is not expensive, which is not completely. That means G is relevant
but not completely relevant. End of the day, one of the goals for Branding
is to reach more people.

One of the goals for Branding is
to reach more people, you would always redo your plan
and probably reach the status. So I've already mentioned feedback feedback is one
of the important things, right? So to tackle all the challenges that You have as far as these
two marketing is considered. So make feedback
work exceptionally. Well, you also need
to track all your Matrix. So first Define Matrix, well track those properly
and then use those metrics that you have tracked
to Define and to improve your performance, right? So that's one second is,
you know, so each channel one could look
at it in a deeper way. So let's look at SEO,
search engine optimization. Good thing is take an example. I'm Well, for the keywords,
I'm getting a good CTR. I'm getting people
onto the side, but then, the next problem
starts up, comes up. I have a very high bounce rate. People are just
coming to the page. Probably not reading
through the entire page. But then this exhibit,
how do you solve that? So when you have
a high bounce rate, you also don't get
much leads, right? So people are not engaging
with your site, right? So n engaging is
like reading more content or giving you the lead details, so that, you know, you could follow them
up and try to do a sale.

How do you do that? How do you solve this? Right? So two things, one ensure that your organic content is
in line with what people are searching for so rework, on your content on the page. So can't do
a Content optimization. The second most
important thing is look at the layout of the page. So if one of your
goals is engagement, how many able to drive
the user from one page to another page, right? So that he needs more content. So, take an example
of a newspaper. Take an example of a newspaper. If you look at times of India, the you read one article
You will see links to 20 other articles
on the side and half of them. Few of them then probably three
or four are linked relevant or similar to the one article
that you're in. It's what is Times of India? Trying to do times
of India is trying to do engage you more spend
more time on the website, read more content, right? So, the more you read content
on Times of India, the more he makes money, right? So through advertising. Now if you're a goal is
actually to generate leads, you get the layout of the page,
does the page have a lead form? Let's question.

If it doesn't have a lead form,
get a lead form in place. Second question,
where is the lead form? Is it at the right place? Is it at the top instead
of the bottom of the page? Do I need to lead forms? We need one on the top,
one at the bottom Define it. So that the woman he
reads the content, the next step for him is
only to show interest. Now, how should delete from be? Do you want to collect
the mobile number OTP verified, or do you want to just collect
basic details today's world when you know,
mobile OTP Works seamlessly? When I say seamlessly, you get the OTP
within few seconds few could be two or three. It's better to have OTP verified
read rather than nah.

No TP verify did
because now, you know, the mobile number
is valid, right? You can reach him reach
in to actually do a sale Define the problem. Well, and based on that change
the structure of your page. Now, yes, what happens is, if you just have a lead form
on the top person, the user has read the entire content on the page
is come to the bottom. There's no need
for his just exited. The purpose has been
Just so the way people do it is, you know, you could have another lead form
at the bottom or you could have a sign up now button which again send some back
to the top of the page. So this is strategy is you one
can use to change the layout of the page and then get leads. But then achieve
your goal understand, paid advertising paid
advertising is probably much more tough in some cases compared to even
organic content or SEO. Why? So, there are multiple forms
of keywords, right? So, two, are you doing? Broad match, are you doing exact
match are doing phrase match? Understanding this itself will
take you out of time.

Good amount of time now. Yes, you doing
three broad match. You will that lot of keywords
for researches are happening? So you go back to
what is called as a search. Keyword report,
Search terms report. So exact Search terms for which, your ad started
showing based on that, you have to Define
what are your negative keywords. So, for example, you should never be present
for negative keywords. Take an example, you know,
so online, tutions, right? Online training online, too. So, if you educate
a car, for example, offers only online to students
online online training online.

Certifications, if someone searches
for a training course near me, so that's another big key word, you know, keyword with lot of search volume
training courses near me. Should I come
in the search results? Are not the question. Ideally since you don't have any center
nearby and you're really offering online tutions, we Only
offering online tuitions, we don't want to rank
for the keyword because the person the intent
of the person is to find Training Center something
which is near to his home. So since I don't have
a solution for it, I would not want to but it's
again depends on the budget.

You could also change
the mindset of the person that even if we searching,
I will still want to show my ad. So that, you know,
on a call, I could convince him
to actually take up the online course, right? Shift your focus
to content marketing, like stage of the
product life stage. Product defines the content,
The Branding, the positioning, the content related to the product and you
could leverage that to do. Your promotions will be covering integrated digital
marketing campaign. The top is for the day are, what is the need for integrated
digital marketing campaigns? What are the challenges
faced in that? And what are the strategies used and a few real life
examples of Integrated. Digital marketing campaigns
in this module, you will understand the need of
an integrated digital marketer. You understand the challenges which are faced in an integrated
digital marketing scenario.

We will be gate the challenges
through an integrated, digital marketing
strategy and explore, some of the best integrated
digital marketing campaigns. Now, as we all know that, we always move ahead
with an example and these marketers are worried. Why are these marketers? Letter because marketing number
one has a different problem. He says that we spent a lot
of money and resources to create an SEO friendly
and user-friendly website with great content, we received a good number
of visitors after a few weeks of that website update but now the website traffic
has become stagnant. What are we missing out on this? Talk about marketer.

Number two, is that we have a presence on all
major social media platforms. We recently launched
a campaign to promote a new New product using organic and paid advertising
on social media generated, a lot of traffic on our website. But the problem is that the conversion rates were
very low for what could be the reason for that. Moving on, let's talk about
one more Market of negative. Number three, who has a good website
and a social media presence. The sale numbers
have been good too, but they have a very huge
problem of the number of return. Customers is not as high
as They would like, so, what should they be doing
in this particular case. Now, wherever we
are talking about, these three examples
will be solving these examples, from integrated digital
marketing, campaign view. Now, digital marketing is
actually a like, a machine.

Different parts must work in tandem to ensure
Peak Performance, be created digital
marketing campaigns combines several marketing channels
which we have already learned about to promote a consistent
message to the target audience. So these channels could be SEO, these can be sem,
this could be email marketing, affiliate marketing, or even social media, marketing, or as per as whatever
is required for your business. Moving on the definitions
of integrated digital marketing. The first definition
comes from the data in marketing Association. They say that a method
of engaging consumers with your company or brand that combines all
parts of marketing Communications work together. And The customer
along their journey of awareness to loyalty
and advocacy second, which is given by HubSpot. It says that
integrated marketing is a process of arranging, your different marketing
channels work in tandem to promote your products
or Services typically through a strategic campaign. So these are
the definitions of ID. Now, what is the need of idea? The first need is that customers need
various touch points before they decide to purchase. He's think about it,
on your side, you went over to Amazon, you looked at a product and then
you probably forgot about it.

Oh, you got busy with something. So your entry into
Amazon was organic but after that you
made the purchase. Once you saw the remarketing
ads on Instagram, that is how various touch points are used in order
to make a purchase. Now customers also, continuously lookout for fresh
content in some of the cases where you have a product, which is very Gated, which cannot be
by without a consultancy or something of that sort. Then they're looking
for different sort of content as well.

Every time. Now, number three is online. Traffic comes
from diverse sources. Now, obviously isn't taking Amazon into this
picture here again, as you've already
learned about it, they have affiliate marketers have done their SEO, they are
doing their Google ads as well. They're doing the
remarketing ads as well and multiple things like that,
even email marketing. There are certain strategies
which brings Visitors who are website ideal campaigns generate
higher conversion rates, the reason behind that
is very, very simple. First of all, you do not have to get
the same target audience again and again over to your website, you can get just
a few percentage of those target audience
and you can take it up with them and go ahead and provide them
with the better conversion rate.

Number five, the customer
engaged through IDM. Actually spends more, the reason behind
that is Blinding. So if you have just one source
of traffic on the website but they don't see
you about any on. Maybe, let's say
all social media channels on WE any sort of a partnership
with other brands, then the brand
in itself becomes weak. So you don't buy
from a new e-commerce website, but you know that you can buy the product
from Amazon and even if the product quality
is not good, but you trust Amazon now, digital marketing channel
is continuously evolve this It was a very good example. When this happened in 2016, if I'm not wrong that the SEO
algorithms actually changed. A lot of rankings went down, but nothing changed
in the social media space. So it's all about keeping all of your eggs in different
different baskets, going ahead, the worried marketers,
the three, marketers, which we had
a conversation about, what would it be? The advice, which we
would be giving it to them. So, the three marketers
is to quickly recap one.

Traffic has become stagnant. The second marketer
has a problem which was conversion rate was
very low and the third one was that the return customers
were not enough. So this is a very basic exercise when it comes to about
integrated digital marketing. Let's say, if your traffic
has become stagnant using SEO, you need to go ahead
and start putting in more channels into
the picture could be social. Media could be email marketing,
could be anything else. Number two, if the conversion rate
was very low, then Then you have to, again integrate multiple
channels so that you're all of the channels combined provide
a better conversion rate to you. And whenever you're
talking about Britain, customers are not enough. Then, in that particular case, I believe they are not doing the
email marketing properly because if somebody is buying
from your website, I'm assuming that they
are giving you their email ID and if they're not giving and if they're not running
promotions on the emails and in that particular case, I think that return customers
are not coming because of that.

Now What are the challenges in an integrated
digital marketing campaign? The first challenge is that how to select
the right Channel and the tactics for each
of these Channel. Now, this is based upon the different
type of businesses. Let's again, assume you
are running an e-commerce again which is selling cameras
and high-end camera stuff for you know, that these people are going
to be there on Instagram. First being the pictorial
platform that is Something, which a lot of people use, a lot
of photographers use Instagram. So finding these channels understanding about
these channels in tandem with your business
is a big problem. Number 2, What will be the flow
of launching a campaign? Let's say you found
somebody for your website for your photography
or videography website. Why Instagram, then after that,
what are you going to do? Let's say a person showed an interest in buying
a certain camera, then what? So after that
it Remarketing ads. It could be email marketing
or anything of that sort.

Number three, how to ensure that
the communication is consistent? And then I'm saying
communication is consistent. That means it's not overpowering
at several places that no peace. Bye bye, bye, bye. Bye. And the communication. If you're going via, helping people of the content
marketing side of the things, then that is how you
make your communication, very consistent. Number four, how to tailor the communication
for Each medium. Now, this comes down
to either copywriting or content writing again because if one of the medium is Instagram then you
could use stickers on it, you could use other type
of stuff on it, use it on the Instagram wheels or maybe on a story
or anything of that, sort the same way,
it's very hard.

And these are
the four challenges which are major challenge when it comes to launching an integrated digital
marketing campaign moving on. We're going to talk
about the Sample, which was like by Nike they
were making a breaking to campus so let's see what
channel's did they use when they were making
a breaking to campaign? Now the first of all just
to give you a little bit of background Nike obviously
you should be knowing that Nike is in the business
of athletic wear any equipment. Okay, uses marketing
strategies very efficiently to promote their products
to the Target demographics, which we Nike promoted
their shoe line.

The zoom Vapor fly lied. By live streaming athletes
wearing those shoes while attempting to complete
a marathon in under two hours, making that they will break
the world record. Now, the channels, which I use first was
relevant and Niche influences. They found out that there are
three long distance, marathon runners, who are going to be
a influence of for them. And secondly, it
was a live event which was live
streamed on Facebook and Twitter as an event. So you could New watch it. So get more excited
about the product or cheer the athletes on while
they're wearing those shoes. Then there was obviously
social media marketing, which leverage Twitter, Facebook, Instagram,
to promote the event, using the hashtag they can to. Now number four was
a well produced content, which is like they teamed up
with National Geography, document, this particular race. Now, here are the results, the campaign's
message of unlocking, the human potential tab into a A very broad audience
with the campaign Nike garnered, 87% of positive comments, which is used in Era
of Twitter five.

Eighty four thousand mentions
on social media. Hashtag was used more than 400,000 times
2 billion Impressions and 5.2 x of the digital
content engagement. Now, even do congratulations from Nikes rival
which was on the left, you could see that. Adidas running actually gave a congratulation to one
of the marathon runners. Again let's go
into another example which is of Microsoft
integrated marketing, communication approach. Now Microsoft and Carlsberg what you do a partnership
Microsoft has been continuously taking up various artificial
intelligence based projects and space a I high up its in its product portfolio now
to promote its AI offerings. Teamed up with Carlsberg to use AI to speed up
the process of Brewing, new flavors of the beer now. Moving on what they did
was Microsoft marketed this project using the
integrated marketing approach, using a multitude of challenges.

As you can see, on this screen there,
microblogs on Twitter, a lot of press releases
in financial time and then there was also
video promotions across Facebook and YouTube as well. Now how do we To create an integrated digital
marketing strategy. Now, Step One is knowing
your target audience, which has been a step always now
for sub step of that. Is that who are
your Target customers? What are their motivations? How do they like to get in touch with which
Publishers do they lead? Which websites do
the visit regularly? And which channels
are the using? What are they talking
about right now? Step number two is
to design, clear, and consistent content that can Easily adapted or used
on different Media or channels.

So using both visual logos
and slogans and brand cues which was voiceovers and music consistently
all across channels. So, communication, such as messaging
and offers must be clear and not be filled with
confusing words and phrases. You don't have to do fancy
whenever you're writing a line, that's what it means. The messages and offers must
be compelling to the receiver. Obviously, if you're
providing Say something. If you're spending a lot
of money on something, then you need to make sure
that it's actually needed. And we learned
that in this step one as well. Number three is, your message
should be consistent across channels website, it will be phone,
it could be in store, or it could be mobile.

Just so that you create
that brand for you. Step number three is invest
only in those channels that have a clear role
in the campaign understand what each channel can deliver
in terms of reach. And cost as attitude
towards as vary by Channel and format different media
have innate strengths in different regions
to give you an example. If somebody is coming into India
to start his own business, the first thing they do is go
with Facebook ads, why, and why not retire axed? Facebook ads has
a very defined targeting of digital marketing.

Whereas total adds a little be
on that front and Twitter. Quitter, cause a lot more
compared to Facebook. So, coming back to the slide, which channels do
my customers use the most, whatever channels you are using,
that is what you have to do. Number two is, what are the channels is
strength and gaps. So, according to
your target, audience, let's say you're not able
to reach that, very definite, pinpoint audience, but could reach
to a relevant on.

You do we want to go
ahead with that or not. That is their decision
which you have to make, how will these These channels
are going to help me attain my business goals. Now, you could use Google
for lead generation and you could use Facebook
and YouTube for brand awareness, just to give you a example. Moving on step, number four, tailor your content
for each Channel while communicating
the same message, understand the nuances of each
of the selected channels and develop creatives, that matters who the users
on that particular Channel. Make sure each channel of your Marketing campaign
is set up to drive traffic. Your ultimate goal, for example, social networks, such as Twitter
or Facebook could be used for engagement websites
for email newsletter, subscriptions purchases
and reservation, give you a URL and usernames uniform. That's a basic hygiene practice
and use the same key words and phrases throughout your
integrated marketing campaigns. The step number five, you have to Clan
the flow of law. Launching the campaign. Now, the factors
influencing the launch flow, our first of all, the campaign objective so it would be different
for different companies.

It could be different
for a different product as well. We need to know that what will be the plan
to actually launch a campaign user behavior on the channels used in the
campaign needs to be checked. For example, there
is a peak time, there's usually a peak time
on Facebook at around 7 p.m. or ATM Indian time. And so you know that, okay, if you want to go ahead
and Start off with a blast, then you need to run your
campaign at like 7:00 or 8:00. Now, the third factor is the final stage awareness
consideration and conversion. It's an integrated approach, the content and creatives
are created for each of these stages. Each stage is
planned differently, but Interlink finally,
to convert a user. So it has a tail to pay
your social blog post, calendar in advance, good campaign features
multiple ads to pay the NAD and schedule it. Moving on step. Number 6, make sure your marketing team agencies
are working in sync.

Now this is obviously communication which needs
to be happening within the team if working with several
agencies and sure that there's an in-house
team member to Monitor and coordinate with them. Facilitate team meeting with members working
on different projects within the same integrated
marketing campaign to keep all the members on the same page, even message of the campaign
consistent and maintain. The brand is standard
across the campaign. Since I've worked
with a lot of agencies, have had an agency of my own. I can tell you that, this is the real
real big problem where agencies are not working
in sing assume.

There's an agency
which creates our images, but there's an agency
which is creating your video, they both need
to be in the sink. In order to provide
a consistent brand message, step number seven, you need to track your campaigns and then integrated
marketing campaign, it is white. Able to utilize
the proper analytics and retribution methods that
help understand how conversions and results are achieved. Now, you need the analytics
for your website for your social media
for email for search ads, and for your display ads. And anything else
which ever you are doing now, here are some
of the key metrics, which you should be tracking.

So, website, site visits may be
traffic by Source or channels, number of new visitors
versus the number of return. Visitors bounce rate. Exit rate,
interactions per visit. All of these you can find in
Google analytics, social media. Marketing need to figure out
the likes comments shares, clicks Impressions,
reach conversions. Or maybe you could just Bunch
it up into an engagement, which is for the likes and the comments and the shares
are all engagements, you can punch that up.

Also email marketing, you need to figure out
the sends opened it, the CTR the conversion
rate from there. The bounce rate, the number of people
who unsubscribe and the revenue per email which you Send
number for the search and display ads Impressions, reach cost obviously
engagement rate, CTR CPC and conversion rate. All of these we have already learned
in search engine marketing. That what do they mean? And now you have
to start tracking them when you're making
your integrated digital marketing campaign moving on
with an example of linkedin's In It Together campaign.

So this was a campaign, which was run during
the Golden Globes Award for most people View. Indian platform as platform,
only for White Collar, professionals with
this campaign LinkedIn, wanted to break a stereotype and
connect with a global audience while highlighting the power of
the community in finding a job. Now the channels used obviously, it was LinkedIn,
then we had videos as well and there was a lot
of digital display as well. Now in it together, it featured people from
professions such as musician. Martial arts,
culinary, arts Bank. Workers teachers entrepreneurs
and more campaign featured. The real stories of real members
across career stages and how they are adapting
innovating and learning on the Network's
to push forward.

In this new world of work, the black-and-white
documentary-style videos, made them stand out
from the commercial ones, showcasing their authenticity. Now, let's move
on to another example, which was of a device. It's your vote campaign now,
Levi's launch the campaign, it Award before the voter
registration Day in the US. The main goal was to encourage
its user base to register for voting and cast
their votes on Election Day. Now, the challenge used
were several videos Parts. Alongside in-store
registration boots for votes. So you can watch social media
to share images of celebrities and vote branded apparel. Number three was a microsite, which was used to further
promote the campaign. Now, the results were that 60% of Of users who
discovered Parts on Instagram. Got involved in the campaign. 75 percent of users, took action after seeing
the Instagram post. Now, videospot was also
shared on Facebook. Sixty-four percent
of consumers is stated that after watching the video, consumers were motivated
to buy the products. Now, another example, what if I 2018 grabbed campaign
Spotify launched a personalized, 2018 wrapped campaign to sell
Great each subscribers, listening habits, what they did was
that once the 18 year was over, they said that this year, you listen to six thousand
two hundred and seven different songs on Spotify.

So they actually
give you a stack, which is not required, but it just opens up the eyes
in front of the consumers saying that this is how much actually, I used my Spotify membership
or the free trial, whatever. So, channels use was
a personalized, music playlist. For what they did. Because they already knew
about the browsing habits on Spotify engage with subscribers and
gain their interest.

Through data of the
personal listening habits. Number two was there, they were customized
emails, so subscribers, received a personalized email
with listening data from 2018 and CDA to access. The spotify's
data-driven microsite. Now, the data-driven microsite
gave a story like overview of the subscribers. Listening habits in a similar
fashion to a billboard. Advertising campaign. Now fans were prompted
to share their musical snapshot which made it Twitter's
top Global trending topic on launch day. Moving on, here are the results for these 45 campaign
over thirty four million fan, visits over 400,000 artist, Wizards, over 5 million, social shares and
over 3 billion streams which were driven.

Now, as you can see
that even for one tweet Of 45. They got 172 retweets
with 724 comments and 3.1 K likes. It was for the
wrapped 2018 campaign. Now let's go
into another example where we are talking about Uber's Beyond
five-star campaign. Now, Uber launched, the promotional Beyond
five stars campaign to Spotlight some other tremendous Works. Its drivers are doing Uber
presents each feature driver with a short vacation trip as
an Into of their hard work. Now, the channel, which I use the campaign serves
as an extension of the Brand's in-app complimenting
feature the microsite which was speaking
about the Caps drivers and customers experiences.

The video ads, video featuring several drivers who are bombarded with in-app
compliments and the images which are shared
on social media platforms. Now, talking about the results, the campaign images were also
shared by a Facebook, whereas they have
accounted for sir. 85% to 90% of advertising Effectiveness
through this campaign, Uber not only
attracted more customers, but it also attracted
and extra number of drivers who the platform. So you can see the tweet
on the left side where over reads, when your driver
goes beyond 5 Star.

Share a complement,
share some love it. Only takes a few seconds
but you can go further than you think. Now let's move into
another example of Taco, Bell's, integrated marketing approach, which Taco Bell is you
already probably know about it is a Mexican Cuisine
inspired fast food chain after a recession in 2011. Taco Bell experienced
Aslam now draft FCB Taco, Bell's advertising agency, designed an integrated
marketing campaign to position Taco Bell as
a multicultural food experience. Now they launched
the campaign name. He lived mass mass
is Spanish for more. So that makes it live
more to make the brand. Appealing to youth oriented
and cross-cultural consumers. The rolled out new products and an upscale menu
to penetrate the market of health-conscious customers. They also co-branded with Doritos to launch
the famous BLTs which was Doritos, Locos Tacos. Now, the channels usually use
was you too bad of a customer who drove 900 miles
to try the dlts and a montage of Instagram post of customers was
trying out the These for the first time now, influences among fans, cried the deal dies
and spread the word about through their
social media channels.

Now, the short video ad on the left Mass theme
featuring a bunch of senior citizens sneaking out of their retirement home
to a party among by ordering, and payment app
was also launched and Periscope to live stream, the launch of new products
to catch Generations, these attention. Now, the results were the
integrated marketing efforts. Created a huge buzz and contributed to nearly
a quarter of the taco sales short video ad
featuring senior citizens.

Grabbed a lot of attention
on social media and drove a lot of traffic
towards the brand. They reported an 8
percent increase in sales. How exactly you can enhance
your cardio in the field of digital marketing. So, I'll start off
with this session, by talking about, who exactly is
a digital marketer. And then see, why should you choose
a career in the field of digital marketing and how to
become a digital marketer in? This will see
the road map to success.

And also, what are the skills
that you need to master in order to become
a good digital marketer and don't forget to subscribe to a Eureka you YouTube channel
and hit the Bell icon to never miss any notifications from us on the
trending Technologies. And also, if you're someone who's out there looking for an
online certification training, in digital marketing, check out the link in the
description box below, right? So let's get started
with this session with half of the world's population who can easily
access the internet.

It's easier to promote
your business online with so many people prefer
using online shopping for groceries food, clothing. And so many other things, it's no wonder that it
has moved to the Forefront of the digital marketing domain. So this video will guide
your way to flourish as a triumphant. Digital marketer. So, who exactly is
a digital marketer, according to you,
let me help you guys with it. A digital marketer. Is basically a person who's responsible
for developing implementing and managing marketing campaigns that promote your company and its products
or its services. These digital marketers
identify and evaluate new digital Technologies and make use of web analytics
tools such as Google analytics, keyword analyzer and so
many other things to measure the site traffic to better optimize marketing
campaigns email marketing, social, media marketing, and search advertising. So, what is the scope
of being a digital marketer in India or abroad? So, in recent days, the most sought-after
Korea or Kennedy is digital marketing, guys. Statistics also show that digital marketing industry
is booming worldwide, which is offering close
to 8 lakh jobs in the very first quarter of 2009 team.

And also, the USA
itself has generated close to forty nine thousand, qualitative, digital
marketing jobs in the year, 2019, our were followed
by which 91% of top, employers consider certification
as key hiring criteria, while another Another 48 percent are willing to offer
a high salary, to get a certified candidates. So this is like a balanced case. You get yourself
for certification on digital marketing
and then boom, you're there up in the sky. So the internet
marketing training proves highly rewarding for you
during this hiring process. So please take up
digital marketing up because the job opportunities
is very vast and you'll be given chance to explore a lot
of things on your own. So being reliable, eco-friendly
reachable influential. And also measurable
digital marketing is the magic tool for Brands and businesses as more
and more entities. Join the online bandwagon
for a wider Market. Reach the job opportunities in
the field of digital marketing is ever growing unlike
other sectors of employment.

This arena is All Season. Filled, it is way too. Inviting to turn a blind eye. Die. Like, I mentioned, people actually prefer
having a certification course if they're actually going
for a career in the field of digital marketing, right? So, 60% of professionals
consider that certification LED them to get a new job. Hence, it ideal to have a
digital marketing certification, and also have a grasp
over the marketing tools and techniques of the expert. So this helps you get
in touch with the industry. Experts also get recognized in
the field of digital marketing. So as a result,
The market do, you'll be having a lot
of responsibilities on your shoulders, right? So what are the responsibilities
that you need to be taking up? So why exactly do you
need a cardio in the field of digital marketing? Why not other field? Why not – why not big data,
why not data science? So all these fields are
in the Practical aspect, whereas digital marketing is
something which you can handle digital marketing is something which will help
you manage your work.

Now, why do you
need digital marketing? Is something so special
about digital marketing. So let's take a look. Digital marketing is well known
for its low cost investment and also gives you the power
to Brand your company's name. So this is like the most
important part of having a career in the field
of digital marketing. So you can brand your company
just by knowing the basics or just by knowing the working
of digital marketing. It is that field which has plenty
of room for Tech and creative thinking
creative thinking as And you need to be more open
to the resources available, how you can handle stuff around
it and how you can be more, you know, energetic in terms of customizing
your strategy, right? So here are a few reasons
why you should shift your focus towards digital
marketing right now. So firstly, I would say digital
marketing is more cost-effective because you need not spend
so much money on this stool or the factors influencing it.

So you can actually not worried about the money at
all in this aspect. T' and also you can increase the
interaction with the audience. So this is a key reason why
digital marketing is still alive in the market right now because audience play a vital
role in shaping your business. So having a good interaction or having a friendly interaction
with your customers, or audience will definitely
help your company's success. Now, digital marketing
also provides a better Roi for your marketing investment. What is this Roi? Why is it used? So, Roi is basically
return on investment. This is something that is related
to your investment on a marketing plan or strategy. So, you'll be investing
quite a lot of money on strategizing your business. So most of the
business Investments, don't get a better Roi, but when you talk
about digital marketing, you'll be getting a better Roi which in turn increases
the productivity of your company and also gets you a lot
of money, right? So digital marketing
plays an important, Oughtn't roll over here
as well and it helps generating better revenues.

So this is like
a chain reaction, guys. Once you know what your target
is you should focus on it, create a strategy based on it
and then implement the plan, which will in turn
increase the sales, which will in turn increases
revenue for your company. Right? And also as a digital marketer, you'll be paid quite
a lot of money. So these people actually
make a lot of money out of, you know, creating a strategy which will Help
benefit the organization. So yeah, you'll be
paid really well. And also getting people's
trust is very important and this can be done using
the digital marketing. Makes your job really. Very, very, very easy. So these are some intrinsic
reasons why you should definitely go for a career
in digital marketing, right? I would also like to say that these are not the only
reasons why you should shift your focus to digital marketing. Also talking about the history
of digital marketing.

We first had thing
called traditional marketing previous tradition, set of marketing was limited
just to door-to-door and mouth publicity, right? Previously. We even had marketers who used to physically promote
their products, right? But now, with
the Changing Times, people want everything
at their fingertips, and fulfilling the needs
of the customer, is the highest priority
of any business. So, the trend of digital marketing took
off a few years back and now the smallest thing
can be found on the internet. So people And the marketers are really going bonkers over
this digital marketing Trend.

I would also like
to put up this point, garments digital marketing
initiative is actually helping a lot in this in order to transform
the entire ecosystem of Public Services, through the use
of Information Technology, the government of India
has also launched this program called digital India, which focuses on transforming India into a digitally
empowered society and knowledge economy. So, now the job These or any of basic requirement are not
only available in Metro cities, but also in very
small towns in India.

And also, the government has
come up with this application for employment programs which will help them
in a better way. And everything is going
to be digital these days. So, if we talk about digital
marketing career in India, it's going to be a hit. And also another factor, which influences the growth
of digital marketing is an increased number
of Internet users. So the more number
of Internet users This is the more you can promote
your product online and also the people who try to promote their product
or given more importance here. So, this graph,
clearly shows everything in detail people using internet
between 2015 to 2020 to, which is an estimate, okay? So in the year 2015,
it was around 259 million, which goes up
to 331 million in 2017. And also, it is predicted
that the internet users across the globe
would be doubled by 22. This is because it rate
in which the country is growing in terms of everything and people are being heavily
dependent on the internet in the coming years. And also according
to a recent report it is said that the digital economy
is growing 10 times faster than the traditional economy. And the firm's that engage in the online trading are
twice as likely to be.

Creating a jobs as
firms that they aren't. This is exactly why you need to cope up with
the current technology Trends. And also, Digital marketing
to have a better future in this field, how to become
a digital marketer. Firstly, you should
have desired skill set and the right guidance to become
a good digital marketer, so mastering the skills, you'll definitely
be able to become a successful digital marketer. So, let's see,
what are those skills? So, I have made a note of top five skills
that you should master. So the first one would be
you should be good with marketing channels.

So the marketing channels
and I'm Lee SEO, email, marketing, social media,
marketing content, marketing, and many more. So you should be pretty good with handling
these marketing channels if you're given an opportunity
to work on email marketing and you've been shifted to work
on social media marketing, you shouldn't say that I've been working
on email marketing, so I can't focus
on social media, marketing. It is just marketing a product. So you should know
what ways would help to increase the number
of traffic via email or social media. So you should be pretty good
with The marketing channels and data analytics as an enormous amount
of data gets generated. The need to extract useful. Insights is a must
for a business Enterprise. This is where data analytic
comes into picture as it plays an important role
in improving your business, this data analytics refers to
the techniques to analyze data, which in turn enhances
the productivity.

And also increases the business
profit data can be extracted. Acted from various
sources and is clean and categorize to analyze
different behavioral patterns. Next you should have
a hands-on experience working with WordPress. So knowledge of
Wordpress is a must. So if you're writing a Blog for your organization you
should know which tool to use or which tool you can go
for to make it look very appealing to make
it ranked on the first page and so many other factors
attached to it.

So knowledge of
Wordpress is a must with you're going to have a career in the field
of digital marketing. So you can have a look at all
our blogs on at Eureka web page. So all of these blogs
are written on WordPress. And yeah. Now the next one is you
should be pretty good with Google analytics. So Google analytics
is one such tool which helped you in a giving
you a proper insight about your website, it will help you understand
where you're gaining traffic, or where people are landing, and where exactly you're losing
your customers or your viewers. So it will help you understand
where you're gaining. In more traffic and also where you
are losing more traffic. So you should be pretty good
with Google Analytics tool. And next one would be
the basic design skills, so you should know
how to develop your own website.

And also, you should know
how exactly you can design or a basic knowledge of design. All right, so
mastering these skills, you should be able to make
up a good digital marketer. Moving on to the next topic,
we have the road map to success. So, let's see how our roadmap
to success looks like. So the first thing
would be the basic skills. So the basic skills that you need to become
a good digital marketer. Are you should be good
with marketing channels. Like I mentioned. Yep, totally. And then Google analytics, which is also a promising tool
to get a proper inside about your website. So the basic skills
are these moving on to the advanced skill sets
that are required? You should know how to create
your own marketing campaigns. So it is not that easy
as it is said. Here, creating
your own marketing.

Campaign is a pain
in the ass so you should know how to work your way around it. So yeah, you should
have the skill set. If you're going to be having
a proper career in the field of digital marketing and assist
formulation of strategies. So you should be helping
your company in terms of strategies as well. If you're going to be
included as a team, you need to be a part of it. You should know how to give
your own points to the team and also a proper idea of how exactly you
can improve your business. Now, the next one
would be Hands-On, so you should be knowing how to plan and monitor
the business process and also analyze the growth using Google analytics
in the basic skill set. We saw that you should know
the basics of Google analytics, whereas in the
hands-on experience, you should actually know
the in-depth working of Google analytics which will help
your organization. So, this is the roadmap to become a successful
digital marketer in the end. You would be a master in the the field
of digital marketing. So with this information on how to become
a digital marketer, you'll certainly be able
to pull up the stand of having a great future.

In this domain, digital marketing is one
of the growing areas of online business and it is expected to dominate
in the coming years. Hence, it will generate a lot of
great opportunities in the field of digital marketing. So, in order to help you
guys boost your confidence, Entitled help you prepare well to Ace an interview
at Eureka has come up with this list of top digital
marketing interview questions which will be suitable
for both freshers as well as experienced candidates.

But before we get started
with this session, let's take a look
at the agenda first. We'll start off with understanding what are
the beginner level questions that will be asked and then move ahead
and understand the water. The executive level
interview questions that would be asked
in an interview followed by which will also see
what are the Manager, level interview questions
are to be asked. So, this video is divided
into three parts, guys. So, let's get started
with the session. So the first question
that I have for you is what is digital marketing
and explain it in. Simple terms, digital marketing
is all about the tactics for brand marketing
via online channels. It includes various techniques like SEO that is
search engine optimization, sem search engine marketing
link building, email marketing. PPC that is A book,
click affiliate marketing, and so many others. Now, when I say
digital marketing, what comes to your mind. So this digital marketing, it encompasses all marketing
efforts that help you in promoting your product or brand using electronic
devices or the internet. It leverages online
marketing tactics, like search engine, email, marketing, social media,
marketing, mobile marketing, and so on, in order to connect with current
and prospective customers.

So this was about What
is digital marketing now? Moving on, let's take a look
at the next question. So the next question
that I have for you is what are the different types
of digital marketing serve mainly listed
out a few of them. So there are six
of them in total. First one is
search engine optimization or seo seo is used
for blogs or any articles that you want to write
regarding your company or your product.

So this basically helps
a lot in link building or organic traffic. Generation. The next one is search,
engine marketing SEO. Um, is used a lot in terms
of optimizing or marketing, your content that you
create search engine marketing is analyzing the search engine, how it works, how Google works
and Market accordingly. All right, now
talking about content, marketing content, marketing, beads with creating
valuable content, and creating a Blog
and guest blogging and all of it come
under content marketing. Now, the next one is
email, Email marketing. So if you want to be
a professional in the field of digital marketing, you should know
how email marketing work. Email is one of the oldest
and the most used form of communication in
the business aspect. So email marketing
is another type of digital marketing. So, I wouldn't say types. These are also considered
as channels, okay? So, these are some mediums or channels through which
you can promote your product.

Now, the next is
social media marketing, when I say social media, you Think of
certain applications, that would be used
on a day-to-day life basis. Right? So, the namely
Facebook Instagram, Twitter LinkedIn,
YouTube and so on. So social media marketing plays, an important role in enhancing
accompanies a marketing efforts. So, do how to promote your
product on the social media. And the next is
e-commerce marketing, you can put up your product
on the e-commerce website and you can get traffic from it.

Okay. So these are the different types
of digital marketing available. Now the Next question is, how can you categorize
digital marketing? So, this digital marketing
is mainly classified into two fields. That is inbound marketing
and outbound marketing inbound. Marketing is also called
as a magnetic marketing as it allows, the organizations to attract
their best Prospect. And those who are actively
looking for something or some solutions online.

So, inbound marketing
helps pulling the interest of the customer and it is written
according to the customer, And natural habitats or some examples to this would
be the blocks social media post, search influencer marketing,
opt-in emails, and so on. Now talking about
outbound marketing, outbound marketing is also
referred as the interruption or the push marketing, which uses tactics that gets a message to a lot
of people in an effort to make a sale, okay? So this is like you're
pushing your content so that people
would know about it and people would get to know
about your organization as well.

And this pushes regardless
of the users interest, you might have come
across these ads when you're watching
a video online, right? So these just pop
up out of nowhere when you don't want to watch it. So, these are called
as push, marketing, or outbound marketing,
it is written. According to the products need and not as per the customers
and add some natural habitat or examples to, this would be display ads. Steady marketers,
script magazines, TV ads and so on so
this is about the categories. Now, talking about the next
question, according to you, what are the most effective ways
to increase traffic on your website? So here are a few mediums
or ways you can say that will help you increasing
the traffic on your website.

So the first one
would be paid search. So you're going to be paying
to your content so that it ranks
on the first page. You might have seen
these advertisements or posts which rank on the first page
of Google like the first link, which has a d under it. So these These are
nothing but the paid ads or the paid search. Now the next would be display
advertising and email marketing. Display advertising is something that like I
mentioned push marketing and email marketing is
also very important guys.

This will also eventually help
you in getting a lot of traffic on your website send respective
emails to your customers or the viewers who are looking
for a solution online. Okay? Now and it content
marketing and content optimization content marketing. Like I mentioned, it is To help you in creating
organic traffic on your website. So your content marketing is
a must and you should know how to optimize your content. You should know how SEO,
plays a major role, in optimizing your content. The content that you
create must be up-to-date. It should have interesting facts
about any of the topics that you would be discussing. And guest blogging, guest blogging is
also important, guys. If you want your organization
to grow in large scale, you need people who are actually willing
to write some interesting blogs regarding your topic, or your product now,
see Seeking referral traffic. This is because if you write a blog on any
of the ranking keywords, you can either link these blocks to another block
that you'll be writing, or you can just promote
the same Block in that content.

You can either leave a link
to your existing block, so that you can get
more traffic via that channel and Target long, tail keywords. You should always Target
long tail keywords guys because these help
and ranking the most, and it will eventually
get more views also, Okay. Now the next question
is what is SEO? Explain it in simple terms
SEO is actually a process of optimizing your content, technical setup and reach
of your website. So that your pages
appear on the top of the search engine result
Pages for a specific keyword. So this is a process
of increasing the quality of your website traffic is
and major search engines. Like Yahoo Google binge all have a primary
search results right here. Web pages are displayed and ranked based on what search engine select as
the most relevant in accordance with the context and
SEO helps website, achieve a better ranking on
the search engine result pages when prospects search for a particular keyword related
to your product or service.

Eventually this will increase
the quality and the quantity of traffic on your website
through organic results. Okay, so this was about SEO. Now, moving on
to the next question, what are the different types
of You that are frequently used in the market. So we have mainly
three types of SEO that are used widely. So let's learn
about them in detail. Yeah, so first on the list
is a white hat, SEO. This is the most
popular SEO technique that utilizes methods
and techniques to improve. Search engine, rankings of your site
which do not run awful off search engine guidelines. So this follows the search
engine guidelines guys, so it actually follows
the Google guidelines as well.

So white hat,
SEO uses techniques, like high-quality content,
link acquisition website, HTML optimization, and restructuring your content
with white hat. SEO, you can expect
a long lasting growth in your ranking. So like I mentioned
these white hat, SEO techniques are used
for high quality content. So you will be able
to create high-quality content, using white hat, SEO, and it strictly follows, or it is strictly abide
by the guidelines. Lines off Google
and search engine. I'm talking about black
hat SEO, it exploits. The various weakness in the search engine algorithms
to get high rankings. The black hat is
not in accordance with the SEO guidelines set, by the Google search engine
or the search engines itself. Some of the black hat, SEO techniques are keyword
stuffing link spamming hidden, text hidden link and so on.

So using these techniques you
can expect unpredictable quick, but short lasting growth. And rankings. So this is like white money
and black men. You guys white
money is something which has abided by the rules
of the nation or the country, and black money,
something which is illegal, but here it is not illegal. It is just stuffing
or adding more things so that your page will rank
on the first page. Right now talking
about gray hat. SEO gray hat. SEO is neither black nor white it rather
combines both of them. It is a transformation
from black hat. SEO to why? Had a CO and vice versa, okay? So this was about
the sixth question. Moving on. The next question
is explain keywords and digital marketing. And how is it important for SEO? A keyword is the most significant and fundamental
element of the search. Engine optimization keywords
are considered as the core of all your SEO efforts, they are crucial for better rankings
in the search engine.

Result pages are a CRP. It is really important
to make your website. SEO optimized for keywords that are relevant
to your business. This would help your website's
page to rank higher. In the search
engine result Pages, which will eventually make
a customers or viewers to find your website very easily. Now moving on
to the next question we have what are the different
areas or key areas where you can use
keywords to optimize your site ranking, okay? This is an important question. You can use keywords to optimize your site ranking
by mentioning them or linking them in your Website, URL website, title meta,
tags webpage, context body, text and headlines. If these contain, your keywords used is for sure
that your keyword is ranking and the entire page is
pertain to one keyword.

If you want to optimize
your content SEO is must. So by mentioning
in all of these, I think you don't have
to stuff your keyword in between anywhere. Okay? So the next question is, what are on page and off
page optimization On page basically refers to the factors that you can optimize on your own website
to grow traffic. The main components involved in on-page optimization
are title of the page, metatag description, optimized image with alt tags, URL structure,
high quality content, optimize internal links. And so on, whereas off page, SEO is all
about your online reputation, it includes acquiring
backlinks for your pH from P sites in your Niche, the main components
involved in the off page.

Optimization are acquiring
packed links leveraging, social interaction
with your site, promoting your content
via social media platforms, adding social bookmarking, and guest blogging. So, these are some major
differences between on-page and off-page optimization. Now, moving on
to the next question, what are some useful tools
for digital marketing? We have some interesting tools
for digital marketing, guys. So I've noted on a few of them.

We have so many tools
in the market right now, which helps in
digital marketing. So we have something
called keyword research or keyword Discovery, this helps in ranking
your keyword or analyzing how to make your keyword ranked on the search
engine result Pages. We have rank watch, which helps in ranking Moore's,
which is also another platform that helps in analyzing the SEO. Alexa ranking, Google Analytics. Heat Maps, sem Rush. Eh refs and expresso
unbounce and so on. So these are
some interesting tools that help in analyzing
your content and help you in promoting a product. Now, moving on, to the next question
we have explained PPC or pay-per-click. Advertising pay-per-click is also one of the most
predominantly used forms of marketing PPC is abbreviated
as pay per click, which is a model
of Internet marketing in which advertisers pay a fee.

Each time, one
of their ads are clicked. Essentially, if I say it is a way of buying
visits to your site, rather than attempting
it to earn it, from the Wizards organically, it is also referred
to as sponsored result on the search engine. Result Pages, PPC,
ads are visible, flexible, and effective for many
different types of organizations with paid search. You can only pay
when your ad is clicked. These are the ads that are In on top whenever you
search for a particular keyword.

Essentially, this is also a way
of buying visits to your site. Now, search engine advertising is one of the most
popular forms of PPC. Now you must have had
this thought when I say adds, what kind of adds am I
going to see these are nothing but Google ads which are formally
called as Google AdWords. So pay-per-click is, commonly associated
with first Tire search engine like Google AdWords
and binge ads. Okay, So this was
about PPC or pay-per-click. Now, moving ahead.

We'll see what
our Google AdWords and what you know, about them. So, Google AdWords is
an online advertising service. By Google to help marketers reach their customers
instantly businesses, use this service
to display ads on Google and it is advertising Network. It is the most famous
pay-per-click advertising system in the entire world AdWords, allow businesses to set budget
for ads and the Men's happened when people click on the ads so Google AdWords service
focuses on the keywords that you select. So this is about
Google AdWords now. Moving on, explain
Google AdWords remarketing. So Google AdWords remarketing is referred to as
targeting marketing strategy, that assists the marketers to help Reach Out people who
visited their site previously, but did not
complete the purchase.

The marketing helps
in targeting the right people at the The right time
with the right ad, it helps increase
conversion rates as a past site, visitors may already
be familiar with your brand and turn into prospective
customers very easily. This is our Google AdWords
remarketing is used, or this is exactly how it plays an important role
in digital marketing. Now, moving on,
to the next question, we have name some of the Google
AdWords ad extensions.

Okay. Some of the Google AdWords
ad extensions would be called Extensions call-out extensions. Promote extension structured snippet extension site
link affiliate location and app extension. So what are these ad extensions? Add extensions are extra. Snippets of relevant information
about your business that can be added
to your AdWords text ads. So these can include
your business is location. Phone number business ratings. And so on in these are
our two categories, namely ADD extension
That is automatic and manual add extensions.

Now, moving on,
to the next question we have. What can be the ideal
approach for Effective? PPC, campaign. So how do you approach
or how can you make good? Use of PPC campaigns. So follow these instructions to have an ideal
approach for Effective. PPC campaigns, add more PPC, keywords to expand your reach,
split ads into smaller segments, to have better
click-through rate. Eight, that is CTR. So you can just put some ads
into smaller segments. I think people would have watch
serials or some Series where you'll just get add in between when you're watching
the series, right? So these are nothing
but the smaller segments, you can divide it into segments
and place it in a way that they can
click your content.

Now, add also review
non-performing PPC. Keywords reviewing is important because you wouldn't know
what might rank. What might click I Define
landing pages to align with the search queries editing. Your landing pages are times to make it aligned
with search queries, is a must. So, if somebody searching
for a particular keyword and it is not there
in your landing page, they would definitely
not look for it on or they would not go further
with the search, right? So refining, a lining pages, is at most
and improve marketing, relevancy by adding
negative keywords.

So, why exactly do we
need negative keywords? So these negative keywords, prevent advertisements
from displaying for particular phases. So this type of keyword prevents
your ad from being triggered by a certain word
or a phrase, right? Your ads aren't shown to anyone
who searching for that phrase and this is also known
as negative match. Okay, this is also required
for an ideal PPC campaign. Okay? Now moving on to the next
question we have explained responsive web design
with an example. Okay? Responsive web design is a nap. Roots that suggests the design
and the development that it should respond
to the users behavior and environment based on the screen size
platform orientation. And so on, it makes web pages perform well
on different devices like desktop mobile tablet
and so on and it ensures that the user has
great viewing experience. No matter what device they are
using to access your website. The practice of responsive
design consists of a mix of flexible layouts.

Images grids and little use
of CSS media queries. So this is how you can make
a simple web design out of it. Now talking about the example,
you can consider our website, that is a unique up. You get a different experience when you're viewing it
from your phone or tablet and you'll be getting
a different experience if you're going to be using
desktop or laptop, right? So this is something
which is required, which is called, as responsive web design
that it changes accordingly and the user experience. This is good, even if the using different devices
or different forms to reach out to your website.

Now, moving on
to the next question. What is the difference between
direct marketing and branding? Now, when I say branding, The Advertiser has to expose
his brand to websites and applications that have
a higher audience reach. This is something which is called as
pleasing your own brand or keeping up your Brand's
name high right now, in case of direct marketing, the other Advisor
is interested mostly in establishing communication
with this target, audience, through different mediums. And even here, there is a little
bit of branding which happens but still, it is called as direct marketing because you are going
to be focusing only on the communication
with the prospect.

So the basic difference
between them is that branding is done to build
awareness about your product or your company whereas direct marketing
helps companies to reach out to their customers directly. Now moving on
to the next question. What is the limitations
of online marketing? So internet has
its own limitations, right? And also every good thing
should have some limitations so that it could catch hold
of it and get back on track.

So what are the limitations of
online marketing since online? Marketing is a platform
where everybody is using, and it was also so easy to use, we have intense competition
in the market as it is easily accessible
and cost-effective. It has become
a preferred method for me. Most of the Brand's
therefore it has an uphill task to get noticed
amongst the intense competition. It is all so
overwhelming at times, there is so much
information and data and an onslaught of tools that it's easy to get
overwhelmed and get confused. It takes a lot
of patience and practice and experience to get your head
around it all the time, to get your head around,
all of it. And also analytics is
only as good as its user. I mean to say that analytics depends
completely on the user, there is an analytics
for everything, but you can't do anything
with plain data, unless, you know, how to read it
and make use of it.

It is becoming misleading, sometimes, and you can get stuck
and chasing, vein, metrics and burning cash
at the wrong places. So, these are some notable
limitations of online marketing. Now, the next question is list. Some of the most
popular PPC tools. S, we have sem Rush
optimizely unbounce, Keyword Planner, AdWords,
editor, and AdWords wrapper. So these are some notable tools
for PPC marketing. Now, the next question is, how can you use social
media for marketing? Any idea, guys? How can you use social
media social media, marketing involves creating
and sharing content on the social media channels
to achieve your marketing and branding goals? It includes Different activities
like posting images videos and other content that drives audience engagement
and social media marketing, can also help you
by increasing website, traffic, building conversations,
increasing brand, awareness, and improving, communication and traction
with the target audience.

So, this is exactly how you can use social
media for marketing. Now, moving on to the next
part of the session that is executed level
into the questions. So here, the first question is,
what do you know about? Out email marketing. Email marketing is a highly effective digital
marketing strategy of sending emails to Target leads and customers
effective marketing. Emails, converts
leads into customers and turn one time buyers
into loyal fans to your website email marketing
is one of the oldest and the most professional way to communicate with
their clients and Prospects. It is also the most
direct and effective way of connecting with your lead, nurturing them and turning
them into Summers, consistently winning out over all the other
marketing channels. So the next question is, what is the difference
between SEO and sem SEO enables? Your website to appear in
the search engine result Pages, while the sem is
search engine marketing, which helps in
purchasing a space in search engine result pages.

So this is some important
difference between SEO and sem search engine
result Pages helps in enabling your website
to appear on the All pages, whereas ICM is
a search engine marketing, it helps you in purchasing a search engine
result page, okay? So you can buy
the entire page using sem. All right, now, moving on to the next question
we have will talk about content marketing. So what is content,
marketing content? Marketing is a strategic
approach focused on creating and distributing relevant
and consistent content in order to attract and retain a Define
audience and drive profitable customer action. The key reasons
for Enterprises to use content, marketing are increased
number of sales, the cost you have saved
throughout and better customers who have more loyalty. So, these are some major reasons why content marketing is still
booming in the recent days. Now, moving on
to the next question. Why is online
marketing preferred? Moreover offline, marketing? We have some major reasons
over here guys.

People. Do not use
offline marketing much. These days. Everything is online. You need something, you need to buy food even
that you can order online. If you want to buy something, you have clothes accessories
and so many things which you get online, right? Because you can tap a larger audience and expand
geographically very easily. Information is immediately
available online, so you don't have to,
just wait for it. Wait for another person
to come and inform you about the product interaction. With the customer
is also made very easy and you Get in touch very fast and also another added advantage of online marketing
is better tracking. You can track
where your product is when it is arriving. What is the? Cause all of it,
you can get it online. So, these are some major reasons why online marketing
is preferred over offline. Marketing. Now, moving on
to the next question. What are the five days
of digital marketing? The 5ts in digital
marketing, defined, the opportunities for customers or consumers to Act with brand and for
business to reach out to their audience
in different ways.

So the first D
is digital devices, your audience experiences,
your brand, as they interact
with the web sites, through digital devices, including mobile, phones,
desktop, tablet, gaming devices. And so on the next D
is a digital platform. Most interaction on
digital devices is through browser or applications
from the major platforms like Google Facebook. Instagram, Twitter,
Youtube, LinkedIn, and so on. The next D is the digital media, many different owned paid and
earned communication channels, try to reach and engage
with your audience through the digital media.

The next D is a Digital Data, the insights that the business
is collect about Their audience and their interaction
with the business is called or turned as Digital Data. The next D is the digital
technology businesses use. To create interactive
experiences from websites and applications to in-store
email campaigns and so on. Okay, so these are the five D's
of digital marketing. Now, the next is, what is the role
of digital marketing for your business? Why do you think
you need digital marketing, having a digital marketing
strategy for your business? Let's you be a dynamic part
of the unavoidable, and lucrative online
marketing strategy. So, in order to understand what is the role
of Digital marketing, you need to have great exposure, digital marketing, gives you a fair chance
to all businesses that prefer online
branding and advertising.

And also it will help you
in generating traffic. Digital marketing allows
you to see the exact number of people who viewed
your website page in real time, by using digital analytics,
software content, performance and lead generation. Also plays an important role
with digital marketing. You can measure how many people
exactly Viewed your page where it's hosted and you can also collect some
contact details of the person who downloaded it using forms. Now, attribute modeling
and tribute modeling or attribution modeling
is an effective strategy for digital marketing that allows you to. Trace all your sales back
to your customers. First digital touch point
with your business. It helps you identify the trends in which people
research and buy your products, which help you make informed
decisions about It, what? Part of your digital
marketing strategy? Deserves attention? Okay. So this is exactly why
digital marketing is required and moving on
to the next question. What are the different types
or ways to approach a CEO to generate traffic
to your website? Okay. So these are some techniques which are used to generate
more traffic to your website.

So these are sometimes
also referred to as types of SEO so it is not types. It is a different
approach or techniques. Is to generate more traffic, we have something called on-page
optimization or on-page SEO. So it focuses only
on creating content that exists on the page
of the website by researching keywords for
their search volume and intend. You can answer questions for readers and rank higher on
the search engine result pages to those questions produced. No, talking about off
page SEO this focuses on all the activities that takes place off the page when looking to
Optimize your website. What do these activities
that are not on page, but affect your ranking,
the answer is the backlinks.

The number of Publishers
that link to you, and the relative authority
of the Publishers affect how you rank
for specific keywords. You can earn the backlinks by
networking with other Publishers writing guest posts
on their websites and generating
external attention. Now, the next one is technical SEO this focuses
on the back end of your website. Site, we have something called
the image compression CSS. File optimization
structured data. These are some different forms
of technical SEO, that can increase
your website's loading speed. That is an important ranking
factor for the search engines. Now, moving on
to the next question. What is a MP MP is
a web component framework? Which helps in creating a user, first websites
emails at stories. And so on, it is also short
for It Mobile Pages. It is a project from Twitter and Google to make
fast mobile Pages. EMP is an open source library that helps create a lightweight
and fast loading web page.

It also enables marketers and Publishers to create
mobile friendly web pages, which can be supported
our different platforms and is compatible with all
the types of browsers. The next question is, what are the four C's
of digital marketing? We have four C's like we have for D's
of digital marketing. We have something called
four C's of digital marketing, that does nothing
but customer content context. And conversion, customer is
someone who sees the message or views the message
content is the message that the customer sees, whereas context is something
why the customer needs to see the message and conversion, is the communication between you
and the customer moving. On, to the next
question we have, what are the three Ingredients
of digital marketing.

Okay? So the three main factors, why
digital marketing is required, is to generate traffic
on your website. And also know the insights
about your website, how the analysis is, how many people are viewing
to your web page, and so on. So these come under the insides
and finally the sales, how can you sell
your product to a customer? So these are some
three major ingredients of digital marketing.

Now, moving on
to the next first question, how can you drive a digital
traffic to your website? Immediately leveraging
social media with post that link back to your site
is one key way to funnel, traffic to your website, within shorter. Timeframe also post that include promotions,
giveaways, contests, and other engaging. And time sensitive material
can be more effective. In addition to this generating
leads through engagement and online public relations
such as answering queries. Where to Action as
the subject export or writing a press release
for online distribution. These are some strong
tactics for quickly amassing traffic, okay? Now, the next is
what is conversion. Optimization conversion optimization is a
practice of determining how a website can increase
the ratio of visitors to the actual customers. A conversion is
a site visitor, who has taken a desired action, rather than simply
viewing content. Tent and leaving it one.

Way to optimize conversion
is to conduct a be testing. This runs to web pages with altered designs
or content to see which is more conversions. Now, the next question is, why should you use YouTube for
digital marketing with YouTube? You can present a better picture of the brand by creating
interesting and long videos which can help boost. SEO traffic, expand
your social reach, create brand awareness and also The auto why
you'd be paid more, if you're getting
more views on YouTube. So, yeah, I think people
already know that. So YouTube is also
another major factor or the major Revenue
generation for people. Now, the next question is,
how do I measure the ROI? When I say YouTube gives
you a lot of or better Roi? What do you mean or
how can you measure this ROI? ROI is nothing
but written off investment.

So to calculate the ROI of a marketing campaign
integrated into the overall, Overall business line
calculation take the sales growth from the product
line and subtracted, marketing cost and divide
the marketing cost, and there you'll have your Roi. So you'll be having
good better Roi if you're going
to be using YouTube as your marketing platform. Now, the next question is,
what are the webmaster tools? Google webmaster tool is basically a collection
of web utilities that help website owners ensure that their site
is Google friendly.

These tools have Any
applications like getting data about incoming search traffic. You can also view crawling and viewing reports using
these webmaster tools. Now, moving on
to the next question, we have differentiate AdWords and AdSense ad words enables
businesses to advertise on Google's Network and axons enables
Publishers to reserve space for AdWords placement, on your website, both these AdWords and AdSense
work together to complete. Google's advertising Network, That is website owners to put
up a space for Googles ads and businesses set
budget to display ads on Advertising networks, that is AdWords. So this is some major
difference between AdWords and the AdSense. Now, the next question is Define
your journey as an online shop. Have you ever shopped online? The answer would be. Yes, of course. People would eventually try
to shop something online, right? How should this
user experience be? How should a user? Need be winner shopping online
awareness, the first, consider it part
of your point would be awareness when consumers
discover your brand, so you're that aware of your brand and the next one
would be consideration.

So the potential customers
search to check, if you offer the product that they need and the next
would be the preference online, Shoppers establish a preference in terms of which website
they want to purchase it from. And based on the research, they're going to be looking
for that particular store. Or or shop. Now the next one
would be the purchase. Customer makes a decision
of purchasing the product. So this is how the user journey
of an online Shopper is. Now the next question is, do you think digital
marketing will replace traditional marketing practices
in the near future? This question would reveal the level of your
Professional Knowledge guys. So hence, build your answer
with personal experiences. Do not just go with
what you've heard. One thing that can
be safely said, is this that It is unlikely that digital marketing
will completely replace traditional marketing
in the near future. Rather marketers are integrating
both the platforms to optimize their plans for Optimum Roi
instead of replacing each other.

But traditional and digital marketing are becoming
complementary to each other. So this is one save answer, which you can
give, all right. And the next question
is explain the process of Facebook marketing for Facebook
sharing valuable content that Connects with
potential customers is your most importantly, you can create a Facebook
marketing plan by defining your audience setting goals,
creating a business page, on Facebook posting, interesting content
and incorporating, Facebook ads, Facebook ads also play
an important role guys. Now, the next question
that I have on the list for executed, level
interview questions would be, how do you set up
track and analyze whether a marketing campaign? You conducted was a success You
can discuss about the campaign's driving goals which can vary
from enhancing brand awareness, lead generation or boosting
up social media followers.

You need to know
about tracking the campaigns via Google analytics and other monitoring tools for staying updated
with a campaign progress. It is also essential that you mention your Visions
upon which you can act on. So with this,
we come to the end of this executive
Levin interview questions. Now, moving ahead. We'll see. What are the managerial
level interview questions, that we Have. So, what is your approach to structuring the
marketing budget? So this is the first question that I have on the
list for marketing. Level interview questions, there are critical keys to plan
and Implement marketing budget.

So, the first thing you
should do is calculate the marketing budget, and align your marketing goals with your company's
strategic goals, and then identify the marketing budget to develop
detailed marketing plan that supports your strategy. After you've identified,
your marketing budget, allocate your marketing budget, $8.00 and implement
the marketing budget plan. So, this is how you
can approach your structuring of marketing budget. Now, the next one is
what's the strategy that you're following
to rank a keyword? How do you make
a keyword rank ranking for a? Keyword is a repeatable process
and you won't get results that you want hundred
percent of the time, especially if your keyword that you're trying
to rank as a popular one.

But content marketing
and SEO practices, like keyword research, checking out For
computation conceptualizing, the content optimizing, your keyword can help you
with rankings, okay, so this is a strategy
that we follow. Now, the next question
is what are the ways to measure sem efforts
that are successful. So if your aim is to spread
awareness then tracking clicks and Impressions on paid and organic search
listing are possible. But if the objective is to
quantify the brand performance, then measuring it
through conversion, rate is a must. So in order to
generate qualified leads, Need it is better to track
emails and queries or online registrations. So this is how you can measure
the sem efforts are successful. Now, moving on
to the next question we have how you're going
to drag the attention of more potential buyers
for the product or services that are offered by businesses
via social media channels. Okay? So basically how can you
attract viewers using social media attention
equals Innovative content if you produce Add content
and display it correctly, to the right place
at the right time, it will definitely give
you the proper output.

A few ways to engage your
customers through social media are crafting catchy headlines, posting quality visual
media hosting contest. Ensuring that your post
has good content, focusing on the social presence responding to comments
in the timely manner. Okay. So doing these, you can attain or you can drag
more attention to your product or your website. Now, the next question is Is, can you reduce paid
media campaign cost without losing traffic? When you answer this question
they will get to know that you can make
a big difference in the field of digital marketing. They don't expect you to answer
this question in detail guys, but you must be very crisp. Just research the organization's
current objective activity and just think deeper
about the three to four changes that you can bring to
the company for instant success. Always outline the points
that you get and mentioned them, but more ideas.

In order to eat
better Roi or conversion. The next question is, what are some common social
media mistakes that business? Make? One of the worst mistakes that you could make
is the inconsistency only postings sporadically
and not responding when customers or consumers
reach out to you to engage. Another biggie is using
social media as a place to announce your own content and nothing more without ever
engaging in discussions, or adding comments to your post, that makes her out. Don't want to click
or like or share, so be indulged and be more open
in terms of social media because it is a platform that you can gain more traffic and more attention
from the users. So the next one is, how do you stay updated with
the latest marketing Trends? Since digital marketing
is a dynamic field, it is important to stay updated
with the blog's books podcasts webinars and so on. And many more for the go.

Some of the most popular
resources to stay updated on. On the marketing platforms are websites like Mashable
word stream block, social media examiner and so on. Okay? So the abusing these, you can actually
keep updated with the digital marketing Trends. Now, moving on
to the next question, how to decrease the loading
time of a website? So to decrease the loading time
of your website, you can use
external style sheets. You can also consider
using fewer images and optimize images to reduce the file size without affecting
the quality of the image.

And also, you can consider
using CSS Sprites to reduce the HTTP request. So this is how you
can decrease the loading time of your website. Now, moving on,
to the next question. How much time should
social media marketing? Take timing is everything
and social media marketing. So, the good news is using
social media are you will have the opportunity to reach
a specific audience in time. But even though there
are many tools that you can use to schedule
an automated post to see if sometime I'm you'll also want
to keep a track of the activity on your social media accounts
throughout the day so that you can provide timely responses to
your audience questions and comments between
strategizing creating and posting content and images responding
to your audience and checking analytics. Social media is done, right? And it can be a full-time job.

And the last question would be, where do you see yourself,
five years down the line in the field
of digital marketing? So you should be
very thoughtful in this case. Should know what your future
is going to be and you should know how you're going to be analyzing
yourself in the field of digital marketing and you should know how you can actually expertise
or you can prove it to them that you will not be someone
who's looking only for money. You will also want to show them that you can see yourself as
a successful digital marketer and make them believe that you're totally
into this job. So with this, we come
to the end of this video. I hope you guys have enjoyed
listening to this video and this This might have helped you
in some way in your quest. If you have any queries that is being discussed
in this session, please feel free
to reach out to us and we'll get back
to you at the earliest.

Thank you for
watching this video. Happy learning. I hope you have enjoyed
listening to this video. Please be kind enough to like it and you can comment any
of your doubts and queries and we will reply them
at the earliest. Do look out for more videos
in our playlist And subscribe to Edureka channel. To learn more, happy learning,.

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