How Make Money Online with Digital Marketing for Business 2021-2022

Digital marketing is a strategy that uses internet and other digital technologies to promote products and services.

It is the process of using different forms of online communication, such as social media, blogs, and websites to reach your potential customers. Digital marketing includes search engine optimization (SEO), paid placement advertising, email marketing, content marketing and many more techniques.

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 indeed.com. 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 ask.com. 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 google.com 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 example.com. 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 24x7 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 google.com 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 parenting.com to decide parenting.com 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. 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, shop.com, 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, 24x7 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 24x7 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 co.com. 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 garnica.com 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 could.com 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 photography.com, 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 photography.com 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 photography.com 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 go.com? 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 sale.com 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 photography.com. 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 photography.com, 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 shareasale.com 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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