Tag Archives: online marketing

5 best practices for Google PPC campaigns

As a digital marketer, you are told that Google ads or PPC (pay per click) campaigns are essential to marketing efforts. Social media ads are a great tool to market to newer potential audiences. SEO is a great way to make sure you are optimized for higher search engine rankings. SEM or Search Engine Marketing targets users who already have intent. Needless to say, Google Ad campaigns are some of the most competitive marketing spaces there are. Effective management of Google ads is needed now more than ever. It is something that, when done right, can elevate your marketing efforts.

Since Covid-19 grabbed hold of the world, the possibilities in the digital space have boomed up to a whole new level. This means E-commerce, online selling of content and experiences and everything else requires digital marketing in tandem. This also, however, means that the competition in an already competitive environment has increased as well. So in such competitive times, it’s best to have some tricks up your sleeve and optimize your campaign.

1. Focus on Long-Tail Keywords

When you talk about your PPC campaign, the keywords are the most important thing. Google ads offer various means to target keywords based on intent, variations, and additions. The best way to make the best of your budget is to make sure you target long-tail keywords! Long-tail keywords are phrases with more words than a simple inquiry.

Long keywords are generally more specific, and people who are searching for them have really high intent. Instead of wasting your budget on many keywords with a lot of competition, use an “exact match” setting on some long-tail keywords. You have to look for keywords that perform well and have a high search volume. But you have to balance it out with specificity related to your goals.

2. Remove Low Performing Keywords

If you have to get the best results for your campaign, you must keep optimizing it every step of the way. After you’ve already improved the exact match keywords, you have to remove every keyword that is not performing. If you believe that those keywords are important, they should’ve worked in the first place. A big part of digital marketing is letting go of expectations and working with the facts and stats in front of you.

To spot which keywords to remove, you must look at impressions and clicks. Separate them by low impressions and low clicks. See the ones that you think still might have potential, and delete the rest from the list.

3. Adding Negative Keywords

Google ads have a really cool feature that allows you to add negative keywords. For a successful campaign, you need to ensure that your ad isn’t triggered for the wrong query. That negatively impacts the overall performance and strays you further from achieving your goals. Your budget is used unwisely every time your ads are triggered for the wrong keyword or an irrelevant keyword. Finding negative keywords is a part of the keyword generation process. You must carefully pick and choose the keywords that are similar but irrelevant to your goals.

4. Use Ad Extensions to Optimize Ad Value

Ad extensions are a very useful feature, especially when you’re running an awareness campaign. These ads have multiple CTAs, strengthening the value of the ad copy. You can gain more visibility with ad extensions since you cover more real estate at the SERP. You also open up more possibilities for traffic since you can target people interested in different things. There are different types of Ad extensions that you can use, like site link extensions, call-out extensions etc.

5. Write Good Ad Copies

The role of good content writing can never be appreciated enough. Writing an interesting ad copy is of paramount importance for a successful campaign. The copy needs to be engaging, informative, and worth the attention of a busy user. A lot of users tend to ignore search results that are marked “ad”. That being considered, you have to heavily rely on the words you put on the screens.

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

********This blog has been compiled by Divyanshu Gupta********

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Graphics vs Text: The Ins and Outs of Internet Content

In the age of information, consumption of content is the biggest medium. The entire world is interconnected like a grand hive-mind, and it is the content that serves as the neurological system for it. Whether you are reading a blog, going through your Instagram post, or learning about a new business through a website, the common factor is that you’d be interacting with them through graphical or textual content.

Nowadays, digital marketing is at its peak, and it’s only going up from here. In such a digital landscape, everybody wants to know which form of content is the king!

There is no one clear winner in this battle. The thoughtful text provides the information that a user is looking for or the publisher wants to convey. But when it comes to forming and sustaining interaction, it is seen in recent times that graphics have a bigger role!

You would find it easier to browse through an article with images in between short bursts of texts. These articles are easy to read because of the content, but it is the reading that you’re there for in the first place. There’s no denying that one isn’t more important than the other, and the two have to be cohesive.

Appealing to online content is about two things. Capturing attention and then presenting delight/relevant information to maintain the attention. According to science, vision trumps all senses, including touch. Although we interact with the text through vision, it is the style and aesthetics that keep us glued to our screen. This is why a well-written blog needs to be complemented with strong visual content. Pictures beat text in terms of turning heads every time.

Scientifically speaking, our brain finds reading more taxing. Not to say that we don’t enjoy reading as individuals, because the racks full of books in our bedroom would suggest otherwise. But, when we are not looking to read for the sake of reading, we’d rather not read.

Our brain processes text as multiple small images that we need to interpret. This is why graphics work marvelously in conjuncture with text. The human brain can process an image in 13 milliseconds. Reading text is like subjecting the brain to repetitive pictures because instead of looking at the entire image, we look at one word at a time.

Consider children who have a tough time getting used to reading. Their books are full of immersive and colorful images. This is why they learn quicker through such books at that age. Of course, as we grow up, our brains get advanced and better at retaining information.

But regardless of that, our brains can only retain 10% of textual information 3 days later. On the other hand, when you pair the same textual information with an image, it works much better, and the retention rate is 65%.

Depending on the type of information, the combination of text and graphics will vary. For example, in the education industry, the visual elements are more contextual. It saves time and increases productivity to up to 400%! In marketing communication, animated info-graphics, charts, illustrations, branded visuals, website design etc., come into play. For brands, even video content is vital.

Finally, a word for the content writers! Text is important. It cannot be stressed enough. Everything you know about anything in this modern age is conveyed to you through text. Even as you read this blog learning about the importance of graphics, you’re doing it through text!

Graphics may keep you engaged throughout a webpage, but it is the text that makes you come back. Textual content and the stylized way it gives you a brand’s true identity, standards, and care towards how they’re perceived. So the final verdict remains, Text and Graphics need to be working together well to get the message forward.

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

**********This blog has been compiled by Divyanshu Gupta**********

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How to Effectively Combine Social Media and E-Commerce Business

Have you recently started your own E-commerce business? You’ve definitely taken a step in the right direction since the online presence of a business is both the present and the future! To make the most of these faculties available, you must make the most of social media and combine it with your E-commerce efforts. Let’s learn how!

There are very few ways to grow your customer base and increase awareness and sales online than social media. There are plenty of options available on more than just one channel to blow up your followers and increase visibility online.

So to make the most of the current services available, you must make use of more than Facebook. There are other social media channels such as Instagram, Twitter, and even YouTube! There is also lesser-used platform such as Reddit, Quora, Pinterest, etc.

There are several end goals that you can associate with your objectives of using social media. E-commerce sales are dependent on brand image, popularity, resonance with already existing customers, and many other factors. So based on that, first, you will need to define the objective. It could be…

  1. Driving traffic to your website and sell products from there. This would mean you are promoting your E-commerce destination.
  2. Selling directly on your social media platforms. The latest developments have made it possible to sell items on Facebook or Instagram directly.
  3. Setting up efficient communication with the customer base and establishing brand value. This communication needs to happen both before and after purchase to have a high rate of delighted and returning customers.
  4. Collecting data and insights from social media impressions and interpreting them for efficient marketing strategies.

Your approach to using social media doesn’t need to be exclusively for one reason. You could implement the above-stated reasons and combine them to see what works best for you. A combined approach to make your E-commerce and social media campaigns integrated is the best way to move forward.

The first step always is to establish this presence on every domain and keep an “always-on” strategy in place. This strategy is where you post relevant and engaging content on your platforms regularly. With this strategy in place, you will always have an already warm audience and better reach potential.

To have an effective “always-on” strategy in place, you will need…

  1. To define your objective first. This means what you mean to achieve with your strategy. Do you want people to know about your products and products alone? Or would you want them to know about your brand’s story too?
  2. Come up with a list of content forms. This could include informative creatives with images and text, blogs about related topics, and video content. Memes are also a good way to engage audiences.
  3. Make a social media calendar and plot all the content ideas corresponding with important dates where you could promote relevant content.

When it comes to integrating social media with your E-commerce, an “always-on” strategy helps your campaign efforts be more fruitful. But it is the campaign strategy that will get you your conversions and actual sales.

For a campaign strategy, you must employ targeted marketing and advertisements on various channels. Common content formats for E-commerce campaigns include…

  1. Influencer-generated content is something that can prove to be very valuable. Influencers are people on the internet with a huge presence and following. These people, depending on your niche, can boost your sales significantly. People are more likely to indulge with influencer advertisements than they are with social media ads.
  2. Carousel format content can feature various products in a swipe-next format, where you can boost your top-selling products with links to buy them.
  3. Video and image ads are always helpful in nurturing customers interested in your brand and eventually turn into paying customers.

There are ways to sell directly on social media these days. Instagram and Facebook shop features allow you to set up an e-commerce style storefront on your business pages and divert customers towards your products from thereon. Even Snapchat is trying to partner with Shopify and come up with a tool of their own.

It is very clear from all the information present here that selling any product online needs professional level use of social media for fruitful results. If your brand is looking to make things easy, it is best to partner with experts from BM Consulting. We combine our years of experience and industry-relevant knowledge in digital marketing with helping you be a better virtual merchant. Contact us for a quotation today!

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

**********This blog has been compiled by Divyanshu Gupta**********

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Google Merchant Center: A New Way to Shop

Online shopping is a regular for people around the world now. Regardless of what you’re looking for, you can probably buy it online. E-commerce has seen a special boom in recent times, owing to the coronavirus pandemic. This means that more people are shopping online now than ever. Businesses across the world that weren’t already selling online started to learn E-commerce trade to stay relevant and be in business.

E-commerce is a convenience both for the seller and the buyer. Sometimes the buyer knows very specifically what they’re looking for; hence they employ the services of a search engine. Search engines like Google are always going to be what digital marketing is going to be focused on. It is the most successful channel of marketing. So what Google did is they set up their own channel of E-commerce called Google Merchant Center.

Google merchant center is an online dashboard where merchants can manage their appearance across all Google platforms. They can make changes that will be consistent across all their Google platforms, including Google search and YouTube. The merchant center allows a business to keep its product information consistent across the relevant Google shopping searches.

This information includes pictures, prices, and relevant informational content. The merchant center also allows you to integrate Google services like My Business and AdWords. This also gives you scope for advanced monitoring and oversight to control Google-based marketing.

Advantages of Google Merchant Center

Google Merchant Center provides its users with a world of unique advantages.

  1. Be Everywhere: One great thing that Google offers equally to all its partners is its omnipresence. Regardless of what platform your shopper is looking to buy from, Google has a finger in the pie. Uploading your product data on GMC will make it visible to millions of shoppers across the world.
  2. Show Relevant Content to Shoppers: With GMC, you can edit and control the relevant information visible on your targeted keyword’s SERP. Instead of a textual link, there will be an image of your product with the information of what platform it is being sold on.
  3. Dynamic Remarketing Ad Campaigns: The majority of the customers will be reluctant to buy your product in the first go. The first time, most people just want to see how much items cost them, so they will add the product to the cart. This gives you the chance to remarket the product to a specific customer, even with customized messages to get their attention.

Manage Google Interactions

After setting up with GMC, you can take full advantage of all the Google commodities to better sell and monitor your products and campaigns.

  1. Buyers prefer to look for what they want to buy on search engines. The advantage you get with GMC is that your products will show up as a catalog regardless of being listed on any website. This increases visibility and gives the buyer an interactive format that is much more attractive.
  2. You can integrate your account with Google AdWords. By tying your products with specific keyword targeting Ads on AdWords quickly and easily. This integration also opens up the option of remarketing products to customers.
  3. Another handy integration that Google allows is with Google Analytics. This is the platform you use to monitor the hits on specific product pages. You can make a custom segment that tracks your Google Merchant Center hits. Separate from the hits on your website.
  4. Direct website funneling is another great feature of this service. The buyer will be taken a right to the product website. For example, if you are selling on Amazon, the link will take the user directly to the product page. This feature comes in really handy when you are selling on your website.
  5. The power of Google allows you to target certain demographics, especially if your product is sold only in a specific geographical area.

Google Merchant Center gives you powers beyond regular services to help your brand sell more products. Since Google will always keep up with the times and never be old-fashioned, set up your Google Merchant Center account today!

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*******

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Alternatives to SEO to Drive Traffic to your Website

A vital stat that is important for every business these days is website traffic. Since the entire world is now online, website traffic is factual proof of how well your business is doing and how far it reaches. Especially if your business sells products online and doesn’t just rely on the website for marketing, getting traffic to your website is very important. One way to get traffic organically is to employ SEO strategies.

Google receives over 66,000 searches per second. Search engines are the most popular way in which a consumer interacts with the market. Digital marketers everywhere in the world invest a significant amount in SEO.

SEO takes precision and hard work to get right. If you’re hiring an outside party, it can even prove expensive at times to get results. However, alternatives can be employed that provide good results to drive traffic to your website. Using these techniques on top of SEO can prove to be an even more efficient way for successful results. So let’s take a look at some of these SEO alternatives.

Online Ads

Advertising online is easier than ever. If you have a relevant budget and target the right demographic, implementing professional techniques, you can have a successful time with online ads. Advertising on search engines and across social media platforms can be a great way to attract traffic to your website. You will, however, require a good plan of action. This plan has two important parts: your ad’s design and the way your target the right audience. If you do it right, you will increase both traffic and conversions.

Influencer Marketing

Platforms like Instagram, YouTube, and Twitter have many individuals that are deemed to be influencers because of their reach and content. Influencer marketing has been common for brands that can find and link themselves to a relevant influencer online. Influencers have a good connection with their fans and followers.

They are followed for their sense of style, and their command over their audience is next to none. It is kind of like hiring celebrities to endorse your products and to act in your commercials but on a more approachable scale.

Social Media Marketing

Social media platforms are one of the biggest modern influences in the last decade. It helps people connect with their friends, family, and associates and gives businesses the power to advertise to their demographic.

On search engines, your marketing works when a potential customer is looking for the kind of services or products you offer. But on social media, you are reaching out to the demographic that is most suitable for you. This way, you can create a customer out of someone that is not even necessarily looking for you.

You must, however, spend time and plan your campaigns well depending on the platform you’re working on and the type of content that works in that particular format.

Email Marketing

With everything available out there in the world today in terms of communication, emailing might seem outdated, but an Adobe email survey suggests that around 61% of participants preferred emails. Email marketing campaigns are cheaper and easier to execute than some of the other strategies we discussed. They also have a great ROI. People are more likely to subscribe to services based on Emails than social media.

SEO is one of the best ways to boost traffic on your website, but the methods we discussed today are also great ways to diversify your digital marketing approach. Focusing on just SEO may be considered as putting all your eggs in one basket.

However, each of these methods also is better done with professional help. Such professional help will be provided to you at BM Consulting. We offer digital marketing services like SEO, Social Media Marketing, Email Marketing, and PPC to help you attract more customers and sell more products/services! Get in touch with us today for inquiries.

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*********************

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7 Best Platforms to Create Your Perfect Landing Page

Digital marketing is the next big industry of the future. It is where all the world comes to market their business because the digital medium of marketing is the most versatile in terms of reach, demographics, and styles. So if you are new to the world of digital marketing, you’ll come across some new lingo and terms that might be confusing. One of these terms I personally had a little trouble with was the concept of Landing Pages.

When I first heard the term, I just assumed that it means the page that the user will land on when the targeted term or keyword is used. But the kind of landing page we’re talking about today is more of a specific marketing tool. Landing pages are very specific and detailed pages on your website meant to take the user to a resolution. These pages serve a singular and specific purpose, like trading a special offer or marketing scheme.

For making effective landing pages, there are tools and platforms you can use. These platforms allow you to develop unique and effective landing pages that have better chances of providing you with results. So let’s take a look at some of these landing page builders available on the market today, and compare them to find what works the best for your needs.

1. Unbounce

This will always be the first entry in the names of landing page builders since Unbounce is the company that invented this space. They were the first and, to date, one of the best in the space of landing page builders. It is a basic drag and drop builder like WordPress where you can build, launch and optimize landing pages for your campaigns with full customizability. It has a premium paid feature where you can browse through multiple ready-to-make themes that are tried and tested.

2. Instapage

Instapage has to be one of the most famous and most used landing page developers on the market. It has all the top features that you need from a landing page builder. These features help you create an attractive and stylish page that also enables you to drive traffic to your website. The basic plan that starts at $199/month has numerous mobile-friendly page building options that are optimized to drive traffic to your site.

3. Leadpages

Leadpages is another landing page builder that gives you an easy drag and drop interface to develop your landing pages. With this platform, you also get to pick themes and templates based on the industry and type of website you’re creating (eCommerce, Fitness, Tech, Blog etc. You don’t need to have any tech skills to make successful landing pages using this platform. It also has advanced features like A/B testing, built-in payments, and the creation of lead capture pop-ups.

4. Landingi

Landingi is a platform that is a great help for people with no development, programming, coding, or kinds of technical website building skills. It offers you to pick from 100+ pre-designed templates that all work marvelously for any multitude of landing page purposes. Other than features like A/B testing, you can also get unique features like webhooks and email automation in their paid premium packages that start at $89/month.

5. HubSpot Landing Pages

A little on the pricier side, HubSpot’s Landing Pages is one of the technically best landing page builders out there. The price range is definitely justified because of the brand value and quality offered. It is packed with features that allow you to build pages that will help you convert website visitors into leads and eventually paying customers. If you combine the powers of HubSpot’s Landing Pages with their free CRM, you can get the most out of your landing page campaign.

6. Lander

Lander is one of the most popular landing page builders amongst 3000 brands and more than 1.5 million customers. Their easy-to-make landing pages also come with a great conversion rate. It is also one of the most fully-featured, affordable landing page builders on this list. For $16/month, you get a 5000 visitor basic package with all the necessary features for attracting customers and converting at a high rate.

7. TARS

This is an oddball on this list since TARS is a chatbot company. With their unique approach, TARs have changed the way landing pages operate. They have provided a fresh new approach, using chatbots on landing pages instead of forms. The conversational method seems to work wonders for customers who feel more engaged and gives you a better chance at conversion. TARS has over 450 free lead generation templates for businesses, including healthcare, real estate, legal, insurance, travel, etc.

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

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

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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***************

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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**********

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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*********

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Influencer Marketing – What is this all about?

Influencer marketing utilizes a person’s popularity to sell products because people with a considerable following have a better reach when trying to sell products or services. Not more than a decade ago, this type of marketing was confined to celebrities and dedicated bloggers with many readers. In the modern era, influencer marketing has grown and is a very established aspect of online marketing.

With the rise of social media influencers, anybody can gain a strong online presence based on valuable content. This gives them everything they need to influence the market space with products and services of their choosing. These days, a big chunk of the youth depends on social media platforms for staying up-to-date with the world, entertainment, knowledge, and even buying products. So let’s take a deep dive into the concept of ‘Influencer Marketing.’

What are Influencers and Their Role in Marketing

Influencer Marketing combines the old school idea of celebrity endorsements with a modern age Content-Driven Marketing campaign. An influencer could be anyone from a well known local celebrity to someone whose popularity doesn’t carry forward in the “real” world. Online popularity is the only thing that matters when it comes to these kinds of marketing strategies.

Here are the two things needed for an online entity to be considered an “Influencer.”

  • A sway on their followers to influence their purchasing habits and decisions, using their knowledge on the product, and their relationship with their audience.
  • A proper following in a particular niche. This is important because, with online marketing, you can only sell to a specific target audience because of how crowded the online market space is.

What is Influencer Marketing?

When a brand collaborates with an online influencer to draft out a campaign that involves targeting advertisements and product endorsements to the influencer’s followers, it is called Influencer Marketing. This will help the brand improve its brand recognition and sell more products through a very hip and socially digestible medium.

Depending on the platform that an influencer, well, influences on, strategies and plans can change drastically. YouTube influencers are better suited to do full-fledged marketing videos to show off the product and its uses. In contrast, an Instagram influencer will have different types of followers that react differently to their content.

The classic “hire a celebrity to do a TV commercial” still works very well like it always has. But it is also still costly like it always has been. However, Influencer Marketing is relatively cost-effective and an excellent option for small local businesses trying to find their feet in the market place.

How to Make Influencer Marketing Strategies

Just like Social Media Marketing, Influencer Marketing depends on careful strategizing and planning. When you think about Influencer Marketing, you must immediately believe that it involves a trade of products for marketing. But that is not how that works.

1. Finding Influencers and Figuring-out their Pay

Research is the first step in making any strategy. First off, you want to analyze what social media platform is your target audience more likely to use. For this, there are many digital tools to help you with the analysis of customer trends.

Once you have that jotted down, you must research the famous influencers in that specific niche and contact them. Depending on your budget, you could either go for a big-time celebrity with a following in the millions or go for a micro-influencer who has followers somewhere in the 5-10 thousand range.

2. Setting a Budget and Advertisement Management Strategy

After you understand which you’re going to work with and how much money you’ll need, it is now time to create a budget and management strategy. You need to develop a timeline to execute, plan, and review your marketing campaign successfully.

One way to use social media marketing is to use automated advertisement programs. An influencer is a human being who can fall short of commitments because they have to manage their time and work with various other brands. So, it’s essential to employ some people skills as well.

3. Reviewing and Refining the Campaign

Like any marketing strategy, an Influencer Marketing campaign needs to be reviewed from time to time. Having pre-determined dates where you check the campaign regularly is a good idea. One way to do so efficiently is to learn about data tracking platforms, which can help you keep track of your sales sources. By tracking your results, you can have better ideas to make decisions and changes to your campaign.

Conclusion

The world of social media is ever-changing. It evolves rapidly, leaving behind old patterns. For example, the Instagram algorithm changes drastically now and then, depending on what kind of content the platform decides to push. But one thing that remains constant is the attention that online entities with significant followers will always have a place on the platforms, making their influence obsolete and immune to change. This is what makes Influencer Marketing a very viable option to sell your product to a very targeted audience.

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

**This blog has been compiled by Divyanshu Gupta**

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