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Google Adwords

Google AdWords is an online advertising service developed by Google, where advertisers pay to display brief advertising copy, product listings, and video content within the Google ad network to web users. Google AdWord’s system is based partly on cookies and partly on keywords determined by advertisers. Google uses these characteristics to place advertising copy on pages where they think it might be relevant. Advertisers pay when users divert their browsing to click on the advertising copy. Partner websites receive a portion of the generated income.

AdWords has evolved into Google’s main source of revenue, contributing to Google’s total advertising revenues of USD$43.7 billion in 2012. AdWords offers services such as pay-per- click (PPC) advertising andcost-per-acquisition (CPA) advertising. The AdWords program includes local, national, and international distribution. Google’s text advertisements are short, consisting of two headlines with a maximum of 30 characters each, a description with a maximum of 80 characters, and a display URL of 40 characters.These are called Adwords expanded text Ads. These mimic what the average search result looks like on Google. Image ads can be one of the several different standardized sizes as designated by the Interactive

Advertising Bureau (IAB). In May 2016, Google announced its reformatting of ads to help consumers and advertisers succeed in a mobile-first world. The new format, called Expanded Text Ads, allows for 23% more text. This new format is available on both the Google Search Network and the Google Display network. It features two headlines with 30 characters each, replacing the standard of a single headline with 30 characters. The display URL has been replaced with two 15 character paths, not including the root domain.

Gmail sponsored promotion

Gmail sponsored promotion GSP is a unique ad type that shows up only in personal Gmail boxes (it does not show in Google business apps email boxes) in the promotions tab. The ad is comprised of 2 creative elements: a teaser ad and an expanded ad unit. The teaser has a 25 character text headline and 100 characters of body text. There is also a 50×50 image in the ad and the “Company Name” you declare.

You tube promotion

Video ads are shown only to the people you want and you only pay when they watch. In other words, you won’t waste money advertising to people who aren’t interested in your business. With over one billion users, you can select the audience you want based on age, gender, location, interests, and more. Plus, you only pay when they engage with your ad. If they skip it before 30 seconds (or the end) you don’t pay a cent. Use YouTube’s Analytics tool to understand who’s watching your ads and how they’re interacting with them. You have complete control over your daily budget, so you can spend what you’re comfortable with.

Google click to call Ads.

Google Click-to-Call was a service provided by Google which allowed users to call advertisers straight from Google search results pages. Users entered their phone numbers and Google would connect the call to the advertiser. Google paid for the calling charges. The service was discontinued in 2007.  For some time, similar click-to-call functionality was available for results in Google Maps. In the Froyo release of Google’s Android operating system, certain advertisements included a very similar functionality. In iOS, phone numbers are automatically recognized as such. Web developers can also provide direct links to the Phone application, providing similar functionality.

Google now offers a mobile click-to-call function which allows searchers to call a business directly rather than going to their website.

Search engine optimization (SEO)

 Search engine optimization is the process of affecting the online visibility of a website or a web page in a web search engine‘s unpaid results—often referred to as “natural”, “organic“, or “earned” results. In general, the earlier (or higher ranked on the search results page), and more frequently a website appears in the search results list, the more visitors it will receive from the search engine’s users; these visitors can then be converted into customers. SEO may target different kinds of search, including image searchvideo searchacademic search, news search, and industry-specific vertical search engines. SEO differs from local search engine optimization in that the latter is focused on optimizing a business’ online presence so that its web pages will be displayed by search engines when a user enters alocal search for its products or services. The former instead is more focused on national or international searches.

As an Internet marketing strategy, SEO considers how search engines work, the computer programmed algorithmswhich dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, adding content, doing HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.By May 2015, mobile search had surpassed desktop search. In 2015, it was reported that Google is developing and promoting mobile search as a key feature within future products. In response, many brands are beginning to take a different approach to their Internet marketing strategies

Display advertising

 is advertising on websites or apps through banners or other ad formats made of text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors.

According to eMarketerFacebook and Twitter will take 33% of display ad spending market share by 2017. Google’s display campaigns reach 80% of global internet users. Also, desktop display advertising has eclipsed search ad buying in 2014, with mobile ad spending to overtake display in 2015

Remarketing

Remarketing is an AdWords feature that allows marketers to show advertisements to users that have previously visited their website. This feature also allows marketers to create different audience lists based on the behaviors of website visitors in order to serve relevant ads to these segmented audiences. Remarketing Lists for Search (RLSA) via Google Analytics became available in Google AdWords in early June 2015, allowing for the use of standard GA remarketing lists to plan traditional text search ads.

A more advanced subtype of remarketing is dynamic remarketing through which advertisers can show past visitors the specific products or services they viewed to further customize the ad experience. This subtype is especially used by e-commerce websites that foster a diverse range of products and services and need to have their remarketing messages relevant to users.

While remarketing is a mainstream practice, it remains to be perceived as an intrusive one to many users as they might feel annoyingly stalked all over the internet. So, it is recommended for AdWords advertisers to dive deep into optimization practices such as frequency capping so that their remarketing efforts won’t backfire and build customer dissatisfaction and distress instead of brand awareness and sales

Shop on Google

Google Shopping is powered by two platforms: AdWords and Google Merchant Center. Google Merchant Center is where your product feed lives. We’ll get into the details of your feed momentarily, but in a nutshell, it’s the details of your products organized in a format Google likes. AdWords is where your actual shopping campaigns live and where you’ll set your budget, manage your bids, gain insights, and make optimizations based on performance.

The setup and management of Google Shopping ads is quite a bit different from setting up traditional text ads. With text ads, you’re creating campaigns, ad groups and ads that are focused around keywords that you choose. With Google Shopping, Google determines when your product listing ads show up. They consider your feed, your site, and your bids to determine what search queries trigger your ads. Because of this, setting up shopping ads has some strong similarities to SEO.

G+ (Map,location with Adress) 

local business listing is an online entry that contains your business Name, Address and phone number (NAP) along with other details. There are a lot of websites like Yelp, Foursquare and Yellow Pages where local businesses can create free local business listings.

Local business listings are online portfolios that contain information about your business, such as your name, address, phone number, hours, and other data. Most platforms that provide this information are free to use, but users must manually add their information or claim their business.

The goal of local business listings is to make your business more accurate and searchable online. Businesses who have information and photos listed often have better search engine optimization and are seen as credible and authoritative on the Internet. In addition, many local business indexes share information with others, so if your information is incorrect it may translate onto other sites. This is one reason why it is important to update your business listings regularly.

How do Local Business Listings Impact my Marketing?

Local business listings are another way to increase your reach online and make it easier for clients and prospects to find you. By having the correct information across the many platforms and sites, you can increase your SEO, add to your authority, and show credibility in your business.

Each local business listing has different categories, but some data you want to make sure you include are:

  • Business name
  • Address
  • Phone number, including toll free numbers, extensions, and fax numbers
  • Photos
  • Reviews and ratings
  • Categories

In addition, you should make sure there are no duplicates of your business or information online.

SOCIAL MEDIA PROMOTION(Facebook,Linkedin,Twitter & Instagram etc.)

Social media marketing is the use of social media platforms and websites to promote a product or service.[1] Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.[2] Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalistsbloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g. more active or passive use) and the establishment of a firm’s desired social media “culture” and “tone.” allow individuals, businesses and other organizations to interact with one another and build relationships and communities online. When companies join these social channels, consumers can interact with them directly.[3] That interaction can be more personal to users than traditional methods of outbound marketing and advertising.[4] Social networking sites act as word of mouth or more precisely, e-word of mouth. The Internet’s ability to reach billions across the globe has given online word of mouth a powerful voice and far reach. The ability to rapidly change buying patterns and product or service acquisition and activity to a growing number of consumers is defined as an influence network.[5] Social networking sites and blogs allow followers to “retweet” or “repost” comments made by others about a product being promoted, which occurs quite frequently on some social media sites.[6] By repeating the message, the user’s connections are able to see the message, therefore reaching more people. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the product/company.[4]

WEBSITE DEVELOPMENT

Website development is the work involved in developing a web site for the Internet (World Wide Web) or an intranet (a private network).[1] Web development can range from developing a simple single static page of plain text to complex web-based internet applications (web apps), electronic businesses, and social network services. A more comprehensive list of tasks to which web development commonly refers, may include web engineeringweb designweb content development, client liaison, client-side/server-side scriptingweb server and network security configuration, and e-commerce development.

Social media optimization (SMO)

Social media optimization (SMO) is the use of a number of outlets and communities to generate publicity to increase the awareness of a product, service brand or event. Types of social media involved include RSS feedssocial news and bookmarking sites, as well as social networking sites, such as FacebookTwittervideo sharing websites and bloggingsites. SMO is similar to search engine optimization, in that the goal is to generate web traffic and to a site and increase awareness for a website. In general, social media optimization refers to optimizing a website and its content to encourage more users to use and share links to the website across social media and networking sites. SMO also refers to software tools that automate this process, or to website experts who undertake this process for clients.

The goal of SMO is to strategically create interesting online content, ranging from well-written text to eye-catching digital photos or video clips that encourages and entices people to engage with a website and then share this content, via its weblink, with their social media contacts and friends. Common examples of social media engagement are “liking and commenting on posts, retweeting, embedding, sharing, and promoting content”. Social media optimization is also an effective way of implementing online reputation management (ORM), meaning that if someone posts bad reviews of a business, a SMO strategy can ensure that the negative feedback is not the first link to come up in a list of search engine results.

In the 2010s, with social media sites overtaking TV as a source for news for young people, news organisations have become increasingly reliant on social media platforms for generating web traffic. Publishers such as The Economist employ large social media teams to optimise their online posts and maximise traffic, while other major publishers now use advanced artificial intelligence (AI) technology to generate higher volumes of web traffic

Facebook/ Linkedin / Twitter

Facebook / Linkedin / Twitter has in recent years become a popular channel for advertising, alongside traditional forms such as television, radio, and print. With over 1 billion active users, and 50% of those users logging into their accounts every day it is an important communication platform that businesses can utilize and optimize to promote their brand and drive traffic to their websites. There are three commonly used strategies to increase advertising reach on Facebook:

  1. Improving the effectiveness of posts, achieved by adjusting the length and timing of posts to influence the number of likes and comments it receives. This will help the post reach a greater number of Facebook users, ultimately increasing its reach.
  2. Increasing network size, achieved by analyzing user behavior to determine how often to post and what type of content to post.
  3. Buying more reach, achieved by paying Facebook to advertise a post.

Improving effectiveness and increasing network size are organic approaches while buying more reach is a paid approach which does not require any further action. Most businesses will attempt an “organic” approach to gaining a significant following before considering a paid approach. Because Facebook requires a login, it is important that posts are public to ensure they will reach the widest possible audience. Posts that have been heavily shared and interacted with by users are displayed as ‘highlighted posts’ at the top of news feeds. In order to achieve this status, the posts need to be engaging, interesting, or useful. This can be achieved by being spontaneous, asking questions, addressing current events and issues, and optimizing trending hashtags and keywords. The more engagement a post receives, the further it will spread and the more likely it is to feature on first in search results.