Digital Marketing:
Digital Marketing:
Maintaining customers relationship through online is called a Digital Marketing.
In brief the digital marketing having different categories as:
- SEO (search engine marketing).
- SMM (social media marketing).
- EMM (Email marketing)
- Analytics
- Mobile marketing.
Search engine
marketing:
SEM is a form of internet marketing that includes the
promotion of websites by increasing their visibility in search engine results
page (SERP’s) primarily through paid advertising.
Google ADwords:
Adwords is an advertising service by Google , for business
wanting to display ads on google and its advertising network. The adwords program
enables business to set a budget for advertising and only pay when people click
the ads .The ad service is largely focused on keywords.
Google adwords Terminology:
*Budget
*Bid
*Ad rank
*Click
*Impression
*Account structure
*C T R (Click Through Rate)
*Account
Budget:
->Daily Budget
-> An amount that you set for each ad campaign to specify
how much an average you would like to spend each day.
->You set an average daily budget for each adwords
campaign and the system will aim to show your ads as much as possible until
your budget is met.
->when your budget is reached ,your ads will typically
stop showing for that day .How quickly your ads are shown during a given day is
determined by your “ad delivery option”
->its possible that you will be charged less or sometimes
slightly more than your average daily budget amount on a given day.To help make
sure that your ad canrun a little more on days when its very popular ,your
daily budget is used like an average on any single day you can receive upto 20%
more in costs than your daily budget but
other days will be capped at a lower amount to make up for it .This is called
“Overdelivery”.
However in a given billing period . you are never charged
more than the average number of days in a month (30.4) times your daily budget.
For companies that are passed in the middle of the month or that otherwise
don’t run for the full month .You may see discreparising between your average
daily budgets and your total charges.
Bid:
This is the amount that can be pay to google for each action
.
The bidding can be two types:
1)Manual biding.
2) Automatic bidding.
Maual bidding:
The amount that can be pay to google for each action is set
by the google itself to help to get as many clicks as possible within your
budget.
Bidding Strategies:
1) Cost per click.
2) Cost per impression.
3) Cost per action.
Cost per click (CPC):
Cost per click bidding means that you pay for each click on
your ads . for CPC bidding campaigns you set a maximum cost per click bid or
simply “Max CPC” that the highest amount that you are setting bid adjustments
or using enhanced CPC.
Your max CPC s the most you will typically be changed for a
click,but you will often be charged less sometimes much less .That final amount
you are charged for a click is called “Actual CPC”.
If you enter a max CPC bid and someone clicks your ad ,that
click wont cost you more than the
maximum CPC bid amount that you set.
You will choose between manual bidding and automatic bidding
.
CPC pricing is sometimes known as pay –per-click (PPC).
Cost per Impression:
Cost per impression is an internet advertising model used on
websites in which advertisers pay for the number if times an ad is shown
regardless of whether it is clicks on or not.
Basically pay per impression and cost per impression are
interchangeably used. The only difference lies in the name resulted from the
way each impression is bought by the advertise (PPI) and monetized by the
publisher.
That means you will be paid for having CPI ads on your
blog.website or article or you could buy PPI ads to promote your blog website
or article .
CPM (Cost per
Mile/Thousand):
CPM refers to an online advertising program or model
purchased and based on the basis of a thousand page impressions.
If an advertiser purchases a CPM advertising program at $10
CPM then that means the advertiser will pay the publisher $10 per thousand
impressions.
CPA (Cost per
Action/Acquistion):
CPA is also known as CPL(cost per lead) and CPS(cost per
sale) .It is a specific action oriented online program and pricing model. In
this advertising the advertisers pay the publishers for each specified such as
a purchase ,signing up from an email or newsletter a form submission made by
each user and visitor through the linked advertiserment by the advertisers
placed on the publishers websites.
The highest payment is usually generated from any sale or
purchase . payment ,however generally depends on the cost of a ssale ,lead
,action or a percentage of the revenue generated by a sale.
AD-RANK:
A value that’s used to determine your ad position (where ads are shown on a page) and whether your ads will show at all. Adrank is calculated using your bid amount the components of quality score and the expected impact of extensions and other adformats.
A value that’s used to determine your ad position (where ads are shown on a page) and whether your ads will show at all. Adrank is calculated using your bid amount the components of quality score and the expected impact of extensions and other adformats.
Adrank determines your ad position where your ad shows on
the page in relation to other ads and whether your ads are eligible to show at
all.
The main components of your adRank are your bids and the
quality of your ads are website. We also incorporate the expected Impact from
your extensions and other adformats when computing your adrank.
When estimating the expected impact of extensions and
adformats . we consider such factors as the relevance CRT’s and the prominence
of the extensions or formats on the search results page.so even if your competition
has higher position at a lower price by using highly relevant keywords and Ads.
Your adrank is recalculated
each time your ad is eligible to appear and components in an auction,so
your ad position can fluctuate each time depending on your competition at that
moment.
CTR (Click through
Rate):
A ratio showing how often people who see your ad end up
clicking it.CTR can be used to gauge how well your keywords and ads are
performing.
CTR is the number of clicks that your ad receives divided by
the number of times your ad is shown expressed as a percentage .
CTR= (clicks/impressions)*100.
Each of your ads and keywords have their own CTR’s that you
can see listed in your account.
A high CTR is a good
indication that user find your ads helpful and relevant.CTR also contributes to
your keywords expected CTR which can effect your costs and Ad positions note
that a good CTR is relative to what you are advertising and on which networks.
You can use CTR to gauge which ads and keywords are
successful for you and which need to be improved. The more your keywords and
ads relate to each other and to your business the more likely a user is to
click on your ad after searching on your keyword phrase.
Search term reports :
Use the search terms report to see how your ads performed
when triggered by actual searches within the search network.
Identify new search terms with high potential and add them
to your keyword list. Look for search terms that are not as relevant to your
business and add them as negative keywords. This can help you avoid spending
money showing your ad to people who aren’t interested in it.
#What is the
difference between search term and a keyword?
A search term is the exact word or set of words customer
enters when searching on google.com or one of our search network sites.
A keyword is the word or set of words Adwords advertisers
create for a given ad group to target your ads to customers.
TO VIEW SEARCH TERM REPORTS:
*sign into your adwords account
*sign into your adwords account
*click the campaigns tab
*click the keywords tab.
*click the search terms button.