Marketing Techniques that will give you Results without Costing a Fortune

Marketing is an essential part of any company. Regardless of what kind of service you are in, you must have a good marketing game to scale your business. It is what gives a brand the competitive edge as well. However, traditional marketing methods cost a lot of money and do not always have the same Return on Investment.

So if your company is looking for alternative ways to market your services or products but doesn’t want to burn a hole in your pockets, implement these marketing techniques.

Partnered Giveaways

Giveaways are free gifts you use to engage with an online audience. This is also an opportunity to collaborate with a similar business and benefit each other. A partnered giveaway could also mean generating a contest in which you provide lucrative gifts to be won by members of your target crowd.

This is an excellent way to even create excitement about an upcoming new product. There are many examples of YouTube being used for this kind of marketing.

Generate Content from Users

This one is again another way of engaging your fans and also getting marketed at the same time. Encourage users to write and share their testimonials. Put out prizes to few lucky winners of a draw and get them to share your content around or make their own as part of the contest.

Customer Referrals

This is yet another way of involving the customers. The discount or something lucrative as a reward works wonders when it comes to marketing your product or service. This method works the best if you have a mobile app.

You can add referral codes that give your customers some discount if they refer you to their contacts. So many businesses have multiplied rapidly because of their efficient customer referral programs.

Use Social Media Smartly

Social media these days has opened up a lot of opportunities for people to market themselves without spending the big bucks. You can test the market on a low budget, find out what’s right for you, and then boost that budget for great results. Facebook ads have made marketing so much easier for a lot of brands. Even without ads, you can still use social media to your full advantage. There are many platforms to be taken advantage of, like Reddit, Instagram, Twitter, etc.

Hire Brand Ambassadors

Nothing sells like celebrity power. If you can find a famous person to attach to your brand or product, it can boost your sales manifold. This also includes utilizing the power of influencer marketing. There are a lot of low-level and easily available social media influencers with tons of followers. These people rocket launch brands all the time!

Using SEO Campaigns

SEO is the way modern marketing is done. Anytime people need something new or want to find about anything, they rely on search engines. Smart and contemporary brands know how important it is to get their SEO game right.

Search engine optimization provides you the chance to connect to the user directly with your website. This way, instead of you finding your target audience, it is the other way around.

Rehashing Old Campaigns

Sometimes the best course of action is to go with something that has already worked for you before. Rehashing old campaigns with new knowledge sometimes works the best. You can target more unique crowds with the knowledge you’ve gathered about the old one back.

For getting more information regarding Digital Marketing, you may contact us or visit our website www.bmconsulting.in

How Shopify has brought about an E-Commerce Boom

E-Commerce has been around for a while. But never before has it been so relevant! The covid-19 pandemic has done a lot of things, including increasing the dependency of humans on technology, forcing us to evolve into a higher level of comfort and luxury. These were always options, but with the closing of brick and mortar stores around the world, E-commerce has become even more relevant.

The retail market supports the traditional economy. It works because it has been in place for a really long time. But direct-to-consumer businesses that allow you to eliminate the retailers in the middle make for more enormous profits for everyone involved.

Shopify is a giant in this space. They allow even the most regular small business to set up their own online storefront and start selling immediately.

Shopify has many prominent clients to boast of, like Heineken, Staples, General Mills, and D-Link. But the bulk of their business is small and medium-sized businesses that are taking things into their own hands and going direct to consumers. Shopify has grown almost double in size. They have developed a staggering 93.55% from $505.16 mil to $977.74 mil in 2020’s last quarter.

Shopify helps you establish an up and running store loaded with tons of features and support in all phases of the process, including marketing to fulfillment. Recently they have added features for their users to be able to market their products on Facebook, Walmart, and even TikTok. Merchants have found a drastic conversion rate boost.

Shopify has been able to successfully bridge the gap between merchant and consumer through its proactive digital approach. Where they stand head and shoulder above their competition is by improving consistently on their design and convenience. They help merchants modify their business according to the growing consumer needs.

Shopify has added features like the Shop application, a mobile app that allows users to have a notification-based system to advance their online shopping experience. They do so by getting constant suggestions of things they’d be interested in buying based on their history and search patterns.

E-commerce has been the most extensive boom economically since the pandemic. A platform like Shopify, which is practically one of the behemoths in this industry, was the first to adopt and aggressively grow its services and value in the market.

They have successfully been able to dominate as one of the standalone. In 2020 alone, 1.7 million new merchants signed up with Shopify and availed their services.

Making a new website on Shopify is super easy as well. You don’t even need website-building expertise to get started and create a decent online shop for your products. If you do well and are looking to expand, you can hire advanced Shopify partners such as BM Consulting to help you with your Shopify store. We can enhance your online business’s look, feel, marketing aspect, and even customer satisfaction. Make the best of this boom in the economy for E-commerce!

For getting more information regarding Shopify Web Store, you may contact us or visit our website www.bmconsulting.in

Advantages of a Shopify Web-Store

Many businesses have learned that E-commerce is the more innovative, more efficient way of doing business these days. If you sell a product of any kind, it can work very well into an E-commerce business, expanding your chances and possibilities of doing well. When you don’t have to worry about maintaining a brick-and-mortar store, you can focus on developing the quality of products and variety in which they’re available.

Even if you’re just starting out with your business, you can create your own web store without much hassle or capital investment. Shopify is one of the leading platforms where you can easily set up and get your website up and running. Read on to understand the advantages of a Shopify web store.

Easy to Setup

With a quick fire drag and drop method, you can easily set up your Shopify store without having any web design skills or knowledge. You also don’t have to worry about servers and development costs incurred by self-hosted platforms like Magento. If you decide to do it all yourself, you will enjoy the clean and easy-to-use admin panel and interface. There are plenty of guides to help you make any tweaks you desire as well!

Nothing too Technical

As mentioned in the above point, you can develop your own store without having an in-depth knowledge of web development. A basic Shopify store doesn’t take any design or coding knowledge. All software and hosting are provided by Shopify, and everything is designed for a newbie user that can make the most of the resources available with just creativity. The advanced hosting allows great speed and accommodation for high volumes of traffic as well.

Secure

When you have an online business, you want the best security for your customers. They are dealing with online payments, which means security needs to be of paramount importance. While shopping online, customers are also impatient. A slow and sluggish website will just make them want to look for a similar product elsewhere because customers have endless options available at their disposal. Luckily, with Shopify, you won’t have to face any of these issues since SSL certificates are easy to get a hold of.

24/7 Customer Service Available

Shopify knows how to take care of their clients since they have 24/7 customer service available. When your business depends on your website, any trouble should be taken care of immediately. At any time, you can get in touch via phone, email, or web support chat. There are also a number of community forums and a range of guides available to help you through any trouble you might face.

Mobile Friendly

Your website needs to be accessible by smartphones. The majority of users these days use smartphones for online shopping and, in general, browsing. The ratio leans towards mobile users more than desktop users. The numerous themes available are all mobile-ready. You even have smartphone apps that can help you manage your store on the go whenever you need to.

Highly Customizable

Shopify comes with a wide variety of ready-to-install themes that you can download and tweak according to your own style. All these customizable mobile-friendly themes are great to look at and come with templates depending on the type of website you’re going for. There are hundreds of other themes which you can download at third-party websites like themeforest.com. If designing isn’t your strong suit, Shopify makes it even easier for you to have your own stunning-looking website in a few steps.

Apps and Features

Shopify has a personal app store that allows you to add and subtract various website features. You can add a lot of functionality to your web store using these apps. Features like customer reviews, loyalty schemes, wishlists, in-depth analytics of store’s performance, etc., you can also vary your shipping program and integration with social media websites.

For getting more information regarding Shopify Web Store, you may contact us or visit our website www.bmconsulting.in

How Generation-Z Impacts Modern Day SEO

The generations these days that co-exist are more dynamic and different from each other than ever. Today we talk about Generation-Z, commonly known as Gen-Z or Zoomers. These days, marketing professionals have to take these factors into account because a generalized approach doesn’t work anymore, and many companies and businesses have products that they need to sell to all age groups.

A customized marketing approach to keep everyone interested in their specific products and services is the ideal way to go forward. So how do Zoomers differ from everyone else?

Zoomers are the people who were born in the bracket of the mid to late ’90s and early 2000s. Gen-Z has the clump of people who were born and raised in the internet generation. They have more and free exposure to the world because of it too.

These young people generally have dynamic personalities and short attention spans. This attention span makes it very important to make marketing tactics digestible and bite-sized for these audiences to gravitate towards them.

When it comes to age groups, early Zoomers are now well into their mid-twenties. It is not even about the age they are in particular. The pace at which the world moves now makes it essential for marketing professionals to constantly adapt and be on the lookout for new changes.

Zoomers are the first generation to be introduced to modern technology and the internet. Because of that, they have grown into the modern age more seamlessly rather than being born into it.

Zoomers Interacting with Marketing

This cohort of people is very different and flexible when it comes to the concept of brand loyalty. The way Gen-Z interacts with the market creates new challenges for marketers. From Zoomers, brand loyalty must be earned.

They are very driven by their personal values and look for the same kind of reflection from the brands they choose to endorse. It is not just the resistance to loyalty that creates challenges; it is also the fact that these people are very difficult to engage.

Digitally, consumers are smothered with advertising on every medium and app they don’t want to pay a premium for (which is many apps!). Out of this sea of ads, they only pick something that makes a direct impact on them in 8 seconds. This is something that marketers can use as a strategy and develop ideas to make engaging advertisements.

Gen-Z and Search Engine Behavior

With all the facts in mind, it’s important to remember that this generation is adept with search engines. This is also why they are less susceptible to targeted ads than they are to search engines. They like to search for what they are looking for and are good at it.

Search engines outdate the entire generation, actually. The first search engine was introduced in 1990. This is also why they have such adaptability towards search engines.

They have adapted to search engines in a way where they are the more likely group of people to look for things using long-tail keywords. This is something that makes it difficult for SEO Marketing experts to do their job well. But once you can think like the target market, you can actually have a more profound realization of the kind of keyword phrases you should be looking for.

Mobile usage is also a significant factor that must be taken into account. Often, people just use the voice search feature, and that has its own ways of working in a marketer’s favor when done correctly.

Gen-Z is very well versed with search tools and knows their way around a SERP to be able to weed through the things they don’t like and find precisely what they’re looking for. This also means that combined with their affinity against brand loyalty means that they are less likely to go for a big brand’s website or be interested in the advertised links on Google.

This makes it very important for marketers to pay attention to SEO even more since Zoomers are a big chunk. They are young people with flavorful taste in brands and recently, money to spend.

For getting more information regarding Search Engine Optimization, you may contact us or visit our website www.bmconsulting.in

*********This blog is compiled by Divyanshu Gupta*********

5 Big Mistakes to Avoid in Social Media Marketing

Marketing has existed since products have existed. Whenever there has been something to sell in the market, there also have been efforts to sell it in the most elegant, era-appropriate manner. From the magazine, newspaper features, and billboard advertisements, to television ads, the world of marketing has moved forward at light-speed.

When the internet came into play, people thought it wouldn’t last that long as a mainstay. Then social media came along, and people thought the same thing. That notion certainly didn’t last long since social media took over the world as we know it. Making the world an even smaller place helps the expansion of global trade even more.

Nowadays, targeted ads and the use of savvy youthful language online has modernized marketing. Companies have started to employ social media marketing specialists and focus on making the most of this flexible medium. It costs significantly less and involves a lot of strategizing. This creates an equal opportunity for products and services that resonate with crowds more to do better.

However, even social media professionals can get a little ahead of themselves and try too many things. Social Media Marketing favors good engaging content, which is why it is essential to pay attention to the metrics and performance of your ads. There are so many things that one must avoid while using social media for marketing. Let’s take a look at some of these common mistakes.

1. Trying Too Hard to be Multi-Platform

Social media is now an umbrella term for so many different platforms, all equally influential and essential. Facebook, Twitter, Instagram etc., each have their own specific demographic and style of audience. They also each have their own ways of reaching the targeted audience and algorithms to follow. This can make it exceedingly difficult to perform equally well on all platforms. Depending on your product, style, and reach, the platforms you do well, will vary. A lot of people are guilty of trying to promote similar content on all media.

2. Confusion about Target Audience

This is something that a lot of lifestyle brands are guilty of. For B2B products and businesses, the target audience is pretty straightforward. For many other types of companies, a lot of confusion can lead to misuse of targeted marketing budget. The best campaigns are the ones that are targeted to a very specific demographic. These ads give you the best outcomes for the budget, and the returns are actually worth it.

3. Inconsistency with Posting

Social media marketing is not just about targeted ads. It’s about creating an online persona, an image that people relate or connect with. This means that regular posting on the platforms is a must. This is how you engage with the audience that already follows you. Companies understand this and start off with a head of steam where they post consistently for a while and then lose touch. To avoid this, regular posting of good content must be made a point. This regular posting is what keeps your online engagement in check. Losing that momentum can seriously hamper your overall reach, even when it comes to ad performances.

4. Dealing with Comments

When you post regularly on social media, people are going to comment on the posts. There is so much that this form of engagement could mean. If it is positive feedback, respond to comments with gratitude. If it’s negative feedback, reply to the comments with understanding and acknowledgment of faults, or just sincere, humble explanations putting your point forward. If it’s derogatory, use wits to put the foul engagement in place. Regardless of the type of comment, it is essential to stay engaged and respond because this encourages more people to react and comment on your content.

5. Underutilizing the Content Real Estate

This means that sometimes when you’re posting, you can be guilty of not using the full potential of a post. The text and the images can be packed with a lot of meaningful content. The combination can work wonders if done right. Sometimes a disconnection can be noticed between the textual and visual content. The tip here is to use relatable language and trending visual content. Finding a way to tie this all together is what the job of a professional is.

For further information on  Social Media Marketing, you may contact us or visit our website www.bmconsulting.in

****************This blog is compiled by Divyanshu Gupta***************

SEO or Google Ads – what to choose according to your business

For a business owner, online marketing has always proven to be a daunting task. One of the primary reasons behind this stress is the involvement of money and effort that goes into online marketing. If you are well aware of the digital marketing industry, then you might know that there are two major ways by which you can bring conversions to your business. These are Search Engine Optimization (SEO) and Google Ads.

Each of these methods is no doubt productive when it comes to boosting visibility and sales. However, the application of these methods varies from business to business. As compared to SEO, running a Google Ads campaign requires a good amount of money. Thus, for a business that is doing well in terms of sales, Google Ads is a better option than SEO because they can afford to let go of a few dollars in exchange for visibility.

To better understand the difference between SEO and Google Ads, let’s dig a little deeper into the basics of these strategies.

What is SEO?

To be frank, most of us scroll through only those links that appear on the first page of Google when we put in a search term. Thus, if your website does not fall on this first page, then you are probably missing out on good profits for your business. This is where SEO comes into the picture.

In layman’s terms, Search Engine Optimization is the steps you take on your website to make it rank higher on the Search Engine Result Page (SERP). Having the right content with relevant keywords, linking other sites to your website, optimizing your page title, making your site mobile-friendly are some of the steps that can catapult your website on the first page of Google.

Improving your organic ranking is not something you can achieve in a day. This is a long process that might take weeks. However, once your website reaches the first page of the search engine, then there is no stopping your business from reaching new heights of success. Moreover, customers tend to trust a website more which achieves a higher ranking on its own.

What are Google Ads?

Google Ads is a type of pay-per-click (PPC) advertising that displays your ad on Google whenever someone searches for your relevant keyword. You are charged a particular amount every time someone clicks on your advertisement.

Google Ads is one of the quickest ways for getting business as people tend to click more on the top three ad positions on Google. Here, you have the freedom to decide the max CPC (cost-per-click), which enables you to set a budget for your advertising campaign in advance.

The price of your product will also matter if you wish to go for Google Ads. In order to make a profit, it is necessary for you to ensure that your products are priced much higher than your CPC. For example, if you are selling a t-shirt for $10 and you are paying $8 every time someone clicks on your advertisement, then the net profit would be too low. However, if the product cost is $5000 and you are getting one conversion after every ten clicks, then you are spending $80 and making $5000 which is highly profitable.

Which marketing strategy is best suited for your business – SEO or PPC?

Now that we have discussed the basics of search engine optimization and Google Ads, let us understand which strategy will get results for your business.

SEO is something that will help you in the long run. Once you get proper knowledge of your demographics, target audience and keywords, increasing your website rankings organically will be a cakewalk for you. This is a long-term investment that will yield positive results after some time.

As for Google Ads, it is better for businesses that need quick results and does not have a lot of time to spare on optimizing their website. As a matter of fact, you can run a Google Ads campaign even if you don’t have a website as you can create a stand-alone customized landing page that highlights a particular service or product you wish to promote.

Doing this also gives you a good amount of time to build your own website without having to worry about the conversions. Once your website is fully functional, you will have two choices – stop the ad campaign and get started with SEO or implement both these strategies simultaneously for better results.

Conclusion

Whether you should opt for SEO or Google Ads will depend entirely on the current situation of your business, the market situation and your goals. The key is to choose the right marketing strategy at the right time that will keep your business afloat and running without any difficulty.

If ever you feel that making this decision is tasking, you can always find a good digital marketing agency that will guide you on the right path. A good SEO expert will always be able to tell what would work best for your business – organic search paid search or a combination of both.

For further information on Digital Marketing, you may contact us or visit our website www.bmconsulting.in

**********This blog is compiled by Shardul Sant**********

Online Education: How Successful has it Been Through the Lockdown in Terms of Business?

Since the COVID-19 Pandemic hit the world, every industry in the world had to adjust and find new ways to stay in business. Some of the most impacted industries include education. Education is something that has traditionally relied on a culture of classrooms, where teachers teach a bulk of students at one go. But due to the Pandemic, globally, all schools were shut, and billions of kids and college students were deprived of a classroom.

This traditional way is also the reason for the early introduction of kids to social settings and dynamics of a group. These values are carried forward to colleges where students learn a sense of community and how they factor in adult life.

However, the education industry has found a workaround for this COVID/Lockdown problem, i.e. online education. While online tutoring was already catching heat, replacing regular coaching institutes for additional studies, school and college curriculums were also forced to be conducted online due to the Pandemic.

Education has changed dramatically in the last year. Teaching and learning now both have started to be conducted from the comfort of everyone’s homes. This has given rise to a pros and cons list of how education has changed. Many parents who have paid a fortune in school or college fees are upset about the online class change and its effectiveness.

Getting along with this change in learning trend is problematic. But come to think of it, it is also cost-effective, effort-saving, and convenient when done right. Some changes in education might stay.

Challenges

A hybridized version of digital learning has proven to be effective in some ways. But it also has a multitude of challenges to overcome. Most times, large-scale operations require live interaction through the distance between a teacher and many students. Strong internet bandwidth, lack of features and training can sometimes lead to a poor experience.

For younger students, it also means that they will be expected to maintain decorum and discipline in learning while staying at home and not being supervised by a professional teacher.

Students without healthy internet access will always find it challenging to catch up with everybody else. This problem persists more in countries where technological advancements are still happening. Another problem is the limitation of the economic bracket. Only students who come from homes that can afford computers and smartphones can be allowed the luxury of online education.

Advantages

The convenience of online learning is unquestionable. Many kids are just happy not to wake up early, get ready and leave for school. Other than that, online lectures can be recorded and revisited. Some mediums have pre-recorded high-quality lessons, interactive study material, and lots of personalized options for people who struggle with specifics in a course.

From an institution’s point of view, this saves way more money than a brick-and-mortar place where you have to host many people. Moving forward, Digital Education can be a business that people can start from their bedrooms if they’re good enough. This gives many freelance teachers, instructors, and professors the to teach their trade to anyone in the world!

Skill Based Training

Besides regular academic education, there is also a highly significant rise in online course platforms like Udemy, Coursera, Skillshare, etc. These are platforms where you can learn specific skills from professionals around the world at low rates. These courses have certifications that will symbolize a hefty skill in your arsenal. Some platforms even help you acquire a proper degree or diplomas from reputed colleges around the world! During the Pandemic, such courses have been a trend that creates a lot of skilled workers ready to take on the corporate world.

Conclusion

With all its disadvantages aside, online learning is a revolution. In the future, it is almost certain that Digital Learning will be the way. Eventually, this way, education will be accessible to more people at a lower cost, both to the student and the institution. It also creates an environment of equal participation and allows students to have a highly customized experience to study precisely what they need and want.

For further information on Digital Marketing, you may contact us or visit our website www.bmconsulting.in

*********This blog is compiled by Divyanshu Gupta*********

E-Commerce : The Next Sought After Business Venture

In modern times, online shopping has been a big revelation for consumers. E-commerce has changed buying trends across the world, made shopping easier, and has made global trade even easier. This convenience has evolved manifold in the last decade. It started out with buying apparel and big industrial purchases and has now grown to a point where you can order even groceries and fresh produce online.

In the post-COVID-19 era, E-commerce has seen an even bigger boom; a growth of about 129%. Forcing buyers to shop online because of the impending threat of infection due to social interaction has made it more fruitful for online businesses.

Boomers have been made to shop online for this period. People from the older days who have been habitual of buying products that they can see, touch, and feel for themselves have had to try out online shopping. Most of them have let go of their rigid beliefs and realize how E-commerce is the way to go!

This shift in trend has created a wider base of recurring customers, which grow larger every day. There are many moving pieces in setting up a successful online business. You cannot just have half a model ready, upload a few products, and expect the money to start flowing in. So let’s take a look at 2 ways with which you can start, build, and thrive with your E-commerce business!

1. Put the “Custom” in Customer!

One big shift in buying patterns is customization. Online businesses have so many advantages when it comes to how they show off their products. Modern online marketing methods have made it possible to connect sellers and buyers more efficiently than ever.

Targeted ads to the specific demographic based on previous purchasing history, personal data, search patterns, and other tedious data like that have made a personalized buying experience of the highest quality possible.

This is better than relying on a salesperson to do your product’s bidding and trying to “feel” out a customer and figure out what they want to buy. The data that you can possibly collect on your customer base, allows you to market your products in a more relevant way, based on an individual’s taste, preference, and style.

Many online apparels and accessory stores have the option of delivering custom-designed goods of all types. This has been a great way for people to change how they express themselves and their personality, making it another great way to be in business. The sentimental response that comes from such a personalized buying experience increases your ROI for marketing and in turn, gives you a loyal customer!

2. Social Media Influencers, Endorsements, and Social Media

Celebrity endorsements can give your products more credibility. This makes for a vital campaigning experience that can really boost your sales. Celebrities don’t have to be expensive even! Nowadays, we have social media influencers that thrive on endorsing products and boosting the presence. Influencer Marketing is the way to go for the future!

Social media platforms these days are full of individuals who have the talent to appeal to a large number of people with their engaging online content. Such influencers have an immediate impact on buying patterns of their audience. This segues perfectly into the next point; Social Media Marketing!

Facebook Ads is a targeting tool that gives you the power to find and appeal to the perfect customer, which would never have been possible for a regular brick-and-mortar store.

Using the power of Facebook Ads to place adverts in people’s social media feed while they’re just casually browsing the internet, sometimes makes them think about buying the product and take that first step.

This is different compared to, say, Google Ads. These search engine-specific Ad campaigns target customers who are already actively looking to buy something specific.

E-commerce businesses have the most to gain from the powers of Social Media Marketing and Advertising. They can take users directly to a check-out page where they are in a strong position to be converted. Even if they change their mind, you as the seller will have the data of people who almost bought from you, so that you can target better to this already warm audience.

In conclusion, if you’re thinking about starting a business that sells products that can be shipped to customers anywhere, you are probably better off with an E-commerce setup. It is cost-effective, has a wider reach, and has more branding and marketing options to spread the word! You can even make it work for an already active physical store. It would just expand your reach and give wheels to your business’ growth!

For further information on E-commerce Marketing, you may contact us or visit our website www.bmconsulting.in

**********This blog is compiled by Divyanshu Gupta*********

Advanced Audience Targeting Tactics for Google Ads

Today, marketing professionals rely heavily on the powers of online tools like Google Ads, Facebook Ads, PPC, Content Marketing, etc. When it comes to Google Ads, targeting the right audience is necessary; otherwise, you’re blowing most of your budget on showing ads to people who are not as likely to convert into a paying customer for your client.

In the last few years, Google has been gradually increasing the number of targeting options. This gives users more opportunities to target the exact end customer intensely, which they mean to sell to.

Marketers these days are spoiled for choices, and that can be a bad thing sometimes. It means, they can lean towards using the same old traditional targeting methods that they have always been using.

There are many ways to use Google Ads to gain more profit and improve your cost per click ratio. So let’s look at some advanced techniques to help you master the game of Google Ads.

1. Better Use of RLSAs

Remarketing Lists for Search Ads is a feature on Google that allows you to monitor and retarget people who have been on your website or app. Many times what happens is that people will see your Ad, be interested in what they see, then lose interest after a couple of steps.

This list of people is what you call a warm audience. These people are more likely to be interested in the product or service marketed to them. RLSAs can be used in two ways.

  • To make bid adjustments on the ad groups for users searching for the keywords you are bidding on.
  • Setting up search ad groups that trigger and show ads to users if they’re on your remarketing list and searching for keywords that you bid on.

There are creative tactics that one can employ to make use of this feature even more. For example, you can target your regular customers and spend more than your average order value, whenever they search for any of your competitor brands.

This way, whenever they’re trying to look for an alternative to your brand, regardless of being a loyal customer, they will be faced with your ad and reminded of you again, making it more likely for them to shop from you again.

2. Using Social Audiences and RLSAs in Combination

In many ways, Facebook Ads has the edge over Google Ads because of lots of departments, especially targeting. Unlike Google Adwords, Facebook knows exactly what people like, when their major life events are, who they are related to, the brands they surround themselves with etc.

It is surprising how many people miss out on the combined strength of using search campaigns and social media ads together. The way to do that is by using Facebook to discover new buyers and then targeting them through search ads. This increases the chances of them converting to paying customers.

Facebook is full of potential customers who aren’t actively looking to buy anything, but they make their intent clear regardless by browsing through their topics of interest in their free time. When they decide to purchase something and search for it, there you will be; a familiar brand that they have seen on Facebook before!

3. Using Custom Affinity Audiences

The display network plays a pivotal role in the ad campaign. To get more granular control over it, Google launched the feature Custom Affinity Audiences. The problem with Adword’s regular affinity audiences is that they don’t cover every business’s needs and specifics. With the custom affinity audiences option, you can specify audience interests in a more refined manner.

While formulating display campaigns, you can choose from various demographics to specifically target the right audience. That is what the role of Affinity Audiences is. But even with this variety of demographics, you can sometimes miss out on the detailed targeting required for the most effectiveness out of your budget. This is where you can use Custom Affinity Audiences.

4. RLSAs Combined with In-Market Segments

In-Market audiences are the digital equivalent of people present in a physical store, actively comparing products, thinking about making a purchase. The in-market audience is as low as you get down the funnel as far as un-converted customers are concerned.

Google is smart in a way, where they will let you categorize and target users who are most interested and are more likely to convert. The purchaser’s intent can be easily distinguishable by leveraging real-time data and Google’s strong classification system.

Using RLSA, you can determine the customers who reach the last level of the sales funnel, i.e. adding products to the cart, and then go away. These are the customers who intend to purchase and remarketing to them is most likely to get sales.

The way to do it better is to layer the in-market segments on top of the pre-existing remarketing lists to maintain a high volume of relevance in your targeted marketing.

Conclusion

The digital marketplace is crowded with competition. With more awareness of how easy to understand Google and Facebook Ads, there is more competition than ever. Getting a good ROI on your Ads budget is essential, and increasing the rate of running advertisements can be easily done with more detailed and meticulous targeting. All the tools are right there! It’s just a matter of using them wisely.

For further information on Google Adwords, you may contact us or visit our website www.bmconsulting.in

**********This blog is compiled by Divyanshu Gupta*********