Exercise No.2(Time allocated: 20 mins) • Make an home page audience of SCMHRD(home page)
Exercise No.3(Time allocated: 20 mins) • Run any Ad and mention the targeting, headline and description of the Ad(leave the creative part). The campaign is for promoting SCMHRD • The daily budget for the campaign is Rs 5000 and the campaign duration timeline will be 1st oct to 5th Oct
Case Study - Video Facebook Advertising Lead Generation Case Studies by Sorav Jain: https://www.youtube.com/watch?v=cjrdtE7ycxw
Google Ads
Common terms to be used… ● CPC – Cost per click ● CPM- Cost per 1000 impressions ● CPA- Cost per acquisition ● CPL- Cost per lead ● QS- Quality Score ● CPC bid- Cost per click bid ● Ad Rank- QS * CPC bid ● Position of the Ad: Depends on the Ad Rank ● CTR- Click through Rate
Google Text Ads: Pros - ● Reaches out to the audience who has the strongest intent with respect to taking any action Cons - ● High Competition. ● CPC is high. ● Depends on search volume https://www.youtube.com/watch?v=Z5JndhrGKgo .
Types of Keywords Broad Match type keyword:- MBA College The ad shall be shown on the searches like a)MBA college for Jobs b)MBA college to tie up with “The Broad Match keyword generally generates irrelevant clicks”
Types of Keywords Broad Match Modifier type keyword:- +Best +MBA +College The ad shall be shown on the searches like a)Best MBA College in India b)MBA Best Colleges C)India Best MBA College “The Broad Match Modifier keyword takes care of the order of the words being used in the keywords and also the variations in the word are taken care of (Plurals,Prepositions)
Types of Keywords Phrase Match type keyword:- “Best MBA College” The ad shall be shown on the searches like a)Best MBA College in India b)Best MBA College in Pune “The Phrase Match keyword does not trigger if the order of words in searched keyword does not match the order of words used in the actual keyword
Types of Keywords Exact Match type keyword:- [Best MBA College] The ad shall be shown on the searches like a)Best MBA College b)Best MBA Colleges “The Exact Match keyword triggers only if the words in searched keyword are exactly the same as the order of words used in the actual keyword (Variations of words are taken care of)
Types of extensions 1. AdWords Sitelink Extensions 2. AdWords Location Extensions 4. Structured Snippet Extensions 5. AdWords Call Extensions 6. Message Extensions 7. AdWords App Extensions 8. AdWords Callout Extensions 9. AdWords Price Extensions 10. Promotion Extensions
Search Ads - Video Case Study L'Oréal Paris Uses Search to Build Brand Love https://www.youtube.com/watch?v=wd5y5HN0jRs&list=PLOHNjEzR3qQBMFG8BNHZjT1J4LzrAngOt
Google Display Ads ● The Google Display Ads allows us to connect with customers with a variety of ad formats across the google partner websites ● Following are the ways to target the audience a)Keywords - SCMHRD b)Topics- MBA c)Placements- shikhsha.com d)Interests-Business education e)Demographics – 22 to 27 age group
Google Display Ads Pros - ● Build customer loyalty ● Engage with customers ● Increase brand awareness Cons - ● Not helpful for conversion
Google Remarketing Ads ● Only 2% of the users convert in the first go. Remarketing brings back the 98% of them. ● Remarketing lets you show ads to people who've visited your website or used your mobile app. ● Remarketing tag is required to make a list of website audience
Google Remarketing Ads Pros - ● CPA is very low Cons - ● Totally depends on relevance of the audience
Remarketing Lists for Search Ads (RLSA) RLSA is a feature that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they're searching on Google and search partner sites. Pros - ● CPL is very low Cons - ● Totally depends on relevance of the audience
Case Study Video Google Display Network Case Study: Julian Bakery https://www.youtube.com/watch?v=E3uIs6R363o&list=PLOHNjEzR3qQBMFG8BNHZjT1J4LzrAngOt&index=3
Case Study Video Jabong Engagement Campaign Case Study Jabong.com video case study highlighting the value of online branding at scale via Engagement Ads. The case study describes the collaboration between Jabong and Google India to create awareness at scale for Jabong's new brand launches using multiple Engagement Ad formats. https://www.youtube.com/watch?v=5ADsXmY28Dk&index=10&list=PL-kIBfSqQg3s_Qaw0qi4GVYJmq9aS6FRM
Gmail Sponsored promotions GSP ads feature help us to show ads in users gmail id promotion tab.The ad creation is skipped and then in ad gallery we can select the GSP Ad format Targeting options - Keywords, Demography,Interest,Customer database Pros - ● Cost per click is very low Cons - ● Visibility is very low
How Auction happens? Google AdWords is a genius platform – it gives business owners access to 90% of internet users – but it’s a bit complicated to understand what you’re really paying for and why.
Auction & Bidding Think of a live auction – an item is put up for sale with a starting price, and the fast-talking auctioneer begins calling for bids. In Google’s auction, the items up for grabs are: the placement of ads for search terms known as “keywords” on Google.com. In this AdWords auction market, advertisers compete to show their ads to potential customers.
Auction & Bidding If you’re following so far, you should wonder: “So if it’s like an auction, the sale goes to the highest bidder, right?” Not so fast! This is where AdWords really sets itself apart: How often an ad shows, its position on the page, and how much the ad costs all depend on two factors: Advertiser’s Bid Quality of Ads
Bid is fine but why Ads Quality? Google.com is the most used internet tool and website in the history of ever! “Googling” did not become a universal verb because Google sold search results to the highest bidder. Google became Google because they show people exactly what they want to see: quality results that answer questions with reliable information, up-to-date resources, and a wide variety of websites. Google will not jeopardize their core user base by providing a bad experience, so it incentivizes quality ads by essentially giving a discount to the best ads in the form of a quality score. If your ads are crap (low quality score), you have to pay a lot more (super high bids) to Google for them to make it worthwhile to show the ad to their users.
Activities to be covered in practicals for Google Adwords….. ● How to use Keyword Planner? ● How to run the Google Text Ad? ● How to use the Ad extensions and keyword insertion-mentioned in the campaign? ● How to run the Display Ad? ● How to make remarketing list ? ● How to run the remarketing Ad ?
Case Study - Video Meet Stuart and Sandra from Bay Fish N Trips in Mornington, Victoria. Hear how advertising with Google has helped them turn their passion into a thriving business. https://www.youtube.com/watch?v=BoglOr79uQM
Video Tutorials Google search: https://youtu.be/Z5JndhrGKgo Search ads extension: https://youtu.be/Yk2TVH6MsE8 Google Display: https://youtu.be/Fa0TNE7uvFY Google revision: https://youtu.be/q5v17bT_IRA Other self-learning videos: https://www.youtube.com/user/learnwithgoogle/videos Campaign settings and optimization: https://youtu.be/B5PylOONGww?list=PL9piTIvKJnJM9HmGo19Ukz-TWxzOdlWVB
Linked In
● Native advertising that appears directly in the LinkedIn feeds of professionals you want to reach. ● Helps us to increase followers on Linkedin Page. ● Sponsored Content also work as a lead generation campaign.
A unique ad format that lets you deliver personalized, relevant content through LinkedIn Messenger.
Text Ads is a combination of text and Logo of the brand appears into the top and right side of the user page. This ad format is outbound ad category.
Customized targeting with Matched Audiences Market to LinkedIn members Upload or integrate your lists who visited your website of contacts Website Retargeting Contact Targeting
Insight Tag • The insight tag helps in tracking the conversions and in retargeting the website visitors • The insight tag can be found from the tabs:- Website demographics & Accounts assets • The same tag needs to be deployed just above the body tag of the website.
Practical approach on Linked-In Create a company Page from your personal profile? How to create an Ad account ? How to run different Ads like Sponsored Content Ad,Text Ad,Inmail Ad? How to target the right audience for your campaign?
LinkedIn Video 5 Steps To LinkedIn Advertising Greatness https://www.youtube.com/watch?v=-cfMv5hGZYk
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