Goa Guru Blog

September 22, 2016 • Advertising, Branding, Digital Marketing • 1087

Basics of Google Adwords

Google AdWords is Google’s online advertising service where the advertisers can bid on particular keywords so that their ads appear on search engine results page (SERP). You can advertise your products and services through Google AdWords by creating online ads to reach your target audience. Advertisers pay when the users divert their browsing to gain more information about the services they are looking for. There are different tools within Google Adwords that can boost your results.

Here are few basic principles to keep in mind regarding Google Adwords:

Advertise on Google
You can advertise on Google with AdWords by signing up an AdWords account at the official Google AdWords page which is free. Within each Adwords account, there are campaigns. Single or multiple campaigns can be run simultaneously. Each campaign further includes various ad groups which inturn contains unique keywords, ad text, and accompanying landing pages.

How does Google Adwords work?
Bidding on relevant keywords can lead to an increase in real conversions for your company. Google AdWords is extremely effective for many kinds of businesses, as long as you don’t waste your money on the negative keywords.

Cost of Google AdWords
Average cost-per-click (avg. CPC) is the average amount that you are charged for a click on your ad. This is calculated by dividing the total cost of your clicks by the total number of clicks. Average CPC is different from Maximum CPC which is the highest amount that you’re willing to pay for a click. Your CPC is determined by the competitiveness of your keywords, your maximum bids, and your Quality Scores. The 1-10 Quality Score reported for each keyword in your account is an estimate of the quality of your ads and landing pages triggered by them. Those with high Quality Scores get higher ad ranks and lower CPC.

Alternate bidding methods
CPM (Cost per thousand impressions) is used to measure the cost of online advertising campaigns, where each impression is an appearance of an ad on a web page.CPA (Cost per Acquisition) is a metric that measures how much your business pays in order to attain a conversion.

How does AdWords bidding work?
The actual position of your ad is determined by your ad rank (Maximum Bid times Quality Score). The highest ad rank gets the 1st ad position. Your actual CPC will be determined by the ad rank of the next highest ad below you divided by your Quality Score. You pay the maximum bid per click when you the only bidder or the lowest bid in the auction.

Google auction
You have a feature known as auction insights in Google AdWords to compare your competitors‘ and your own campaign, ad group and keyword performance. It displays an extract of available impressions in the search network for the defined time range.

Ad relevance in AdWords
Ad relevance describes how well your keyword matches the message in your ads and landing pages. Higher ad and keyword relevance can improve your click-through rates and Quality Scores.

Conversion Optimizer
Conversion Optimizer is a tool that helps acquire the most conversions possible at a defined target cost. Conversion optimizer automatically adjusts bids so conversions are generated within a defined cost boundary instead of manually manipulating bids and generating conversions at any cost.

Digital advertising agencies combine their creative and research expertise with the input of the client to develop a campaign that appeals to customers.

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September 21, 2016 • Digital Marketing, Search Engine Optimization • 1143

Keywords – An important aspect of Digital Media Marketing
Most of the people today search for products and services online and the first thing they do is type a keyword phrase into the search box. Using specific keywords to target audience is the basis of Digital Media Marketing. Keywords are basically connectors that connect the digital marketer to their audience. Therefore, it is essential to find the right sets of keywords to focus on your Internet marketing campaign.

Some of the critical locations for keywords are as follows:
- Page title: Include your most important keyword in your page title. Keep it within 55 characters and do not stuff iterations of your keyword.
- Header tags: Including H1 and H2 tags ensures that your keywords get picked up and help your ranking.
- Meta description: A meta description is that snippet of information that tells the user what the page is all about. A good meta description is no more than 155 characters long and should include your keywords.
- Alt tags: Even though Google is essentially “image blind,” make sure that you include your keyword in every descriptor of your image which also includes alt tags, image file name, description, and the caption.
- Content: The content that you put in your page should revolve around your keyword. You can use synonyms, phrases that stand in for your keyword in your content writing.
- URL: Use your keyword in the URL at least once in such a way that it describes the page contents and helps the user in navigation as well.
Keywords can be categorized into the following:
- Product-focused keywords: Product-focused keywords relate to a specific product type or model. People usually compare several products in order to find the best one for their needs for more information, product review, etc. If you can provide specific keywords, they might convert into customers.
- Buying keywords: People that search for buying keywords are the online shoppers and have the strongest commercial intent. Buying keywords usually generate the highest conversion rates, since the people searching for them are at the final stage of the buying process. In short, they’re the people most likely to become customers.
- Informational keywords: People that search using these keywords usually want to learn more about a specific product. Since the search keywords are related to a specific product, these searchers are likely to have some level of interest in the product they’re researching.
- Noncommercial keywords: People that search for noncommercial keywords are typically looking for free giveaways, offers and other promos. The vast majority in this category will never produce a single sale. If you’re running an AdWords campaign, most noncommercial keywords belong in your negative keyword list.
The following concepts help in keyword optimization:
- Keyword weight: It refers to the number of keywords appearing on your page compared to the total number of words appearing on that same page. By keeping the overall number of words to a minimum, you can increase the “weight” of the keyword you are emphasizing.
- Keyword frequency: It refers to how often does a keyword appear in a website title or description. If you repeat a word too many times, you are be penalized for “spamming” or keyword stuffing.
- Keyword prominence: It measures how high on you page, keywords are found. It is recommended that you place keywords in the first heading and in the first paragraph.
- Keyword proximity: It refers to the placement of keywords on a web page in relation to other words with a similar meaning as the queried keyword.
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September 20, 2016 • Advertising, Digital Marketing, Facebook, Networking, Social Media • 954

5 Ways to Promote your Business using Facebook
No matter what you sell and who you sell it to, social media can help you take your business to the next level. Among other social networking sites, Facebook continues to be the most effective social media marketing platform.

Here are 5 tips you can use to promote your products on Facebook:
- Get your fans to show their love
This can be done through User Generated Campaign (UGC). The best way to get UGC is to come right and ask for it. Whether your customers are using or just chatting about your services, their photos and videos can showcase your products in an convincing way and help you reach out to a wider audience.
- Be creative in demonstrating your product
Apart from offers and discounts, try to find creative ways to attract your customers. For example, create your own videos by simply advertise your products. You can also demonstrate how other people have reviewed your services (incorporating UGC) and give tips that fit with your product line.
- Reward for word-of-mouth referrals
In Digital Media Marketing, you should be able to think out of the box. For example, you can reward your customers for referring friends to your business by sharing your page with their Facebook friends. Client referrals are one of the best ways to target people who share common interests with your existing customers.
- Ratings and reviews
If you already have a good number of followers for your Facebook page, don’t be afraid to ask your fans for a rating or review on your page. Just be sure that it follows Facebook Community Guidelines. You can improve your search engine results with just a few 5-star ratings. Reviews can show up in search results when people are searching for more information about your business.
- Facebook Ads
Rather than massive reach, Facebook gives the opportunity to approach exactly the people you want – your target audience. In general, advertising on Facebook is more effective at driving traffic on Facebook Page. Ads can be a great way to build audience size and Page Post Ads can drive deeper engagement.

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September 20, 2016 • Advertising, Branding, Digital Marketing, Marketing • 985

What is Retargeting?
Online Advertising has caught everyone’s attention over the last couple of years and it continues to grow with time. You might have noticed that your website might attract a lot of visitors but only around 2% of this web traffic converts to sale on a first time visit. This means that even if you’re getting a lot of web traffic, you may not be getting a lot of sales. Retargeting is a marketing strategy wherein you can reach out to the other 98% people who do not make on their first time visit to your site.

Retargeting marketing works by placing online ads and display ads based on the user’s activity on your site. When a user comes to your site, a cookie is set and you can now target your ads to them on the other sites that they visit while surfing the internet.

Retargeting can be further explained by the following types:
- Site Retargeting: This is the most common retargeting method. This involves setting a java script on your site that will fire a cookie or a tag to each user’s browser that allows you to display your ads to them later as they continue to browse other sites. Retargeting codes can be set to cookie all users who visit your website or visitors that only visit a certain page of your website.
- Dynamic Retargeting: Dynamic retargeting uses dynamic technology to serve ads of your products based on behavioral information, a detailed customer profile, or content from your website that the user may be interested in purchasing.
- Search Retargeting: Search Retargeting is a strategy wherein you can serve your ads to the users who have searched particularly for your product or service or the relevant keywords on search engines like Bing or Google. This type of Retargeting gets you back in front of those users who may have completed a search that indicates your service is relevant to them based on search history rather than those users who may have already visited your site.
- Product Retargeting: Product Retargeting refers to retargeting a customer who has viewed a specific product or service on your website. This will serve up the product they showed interest in but did not purchase or a similar product to what they’ve already purchased on other sites.
Here are some of the reasons by Retargeting technology continues to advance:

1.Precise targeting

2.Cost effective branding

3.Reduced cost per impression

4.Better conversion rates

5.Improved ROI

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September 19, 2016 • Digital Marketing, Marketing, Search Engine Optimization, Social Media • 996

5 Indispensable Digital Marketing Methods
The Digital age is here, and those businesses that fail to adopt to the following Digital Marketing methods are at a greater risk of going extinct sooner or later. The below mentioned approaches are must-haves to succeed in online advertising.
- Website: You are losing on great opportunities to expand your business if you do not have a website for your business. In simple words, a website is a single domain that consists of different web pages. The website itself is enough to accomplish your marketing strategies to grow your business.
- Search Engine Optimization (SEO): Search Engine Optimization is must for any website for the better visibility and ranking on Google and other search engines. SEO is a marketing technique focused on growing visibility in organic (non-paid) search engine results.
- Social Media: Social Media is the best tool to connect with your customers online. Social media can help you get noticed at events, and even generate earned media coverage. It helps you to drive traffic and can help boost your site’s SEO. Furthermore, it will lead to real relationship building.
- Campaigns: Use your unique strategy to run your campaign so that it will create the greatest possible impact. Your strategy should be unique because your campaign and circumstances are unique too. Because your potential customers will see your ads only when they’re searching for precisely the products or services you offer, it is recommended that you run campaigns to display your products.
Remarketing: Remarketing allows you to position ads to the defined audience that had previously visited your website as they browse elsewhere over the internet. Remarketing works by placing cookies on your website visitors machine when they meet your criteria.

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September 19, 2016 • Advertising, Branding, Digital Marketing, Networking, Social Media • 1356

5 Steps to Reach Your Target Audience

Before you spend a lot of time planning and developing Digital Media Marketing Strategies, get a firm handle on who is going to view it. It is really important to know who your target audience is so that you can narrow down your resources by putting boundaries to your business.

The following 5 steps will help you to reach your target audience:

1.Split up your audience.

Simply segmenting your audience based on demographics is not enough. An effective marketing strategy requires detailed information or data on who is going to buy your product or service. As a digital marketer, you should think about how much your prospects earn, what they do and how they spend their spare time. Conduct a research and split up your audience depending upon these characteristics.

2.Don’t underestimate traditional media.

Believe it or not, people still give importance to things that are printed on paper. Television ads can be understood by larger populations, even people who do not know how to read. Moreover, now-a-days people long to unplug and spend some time with a cup of coffee and a book or a newspaper.

3.Start networking.

Social media networking sites such as Facebook, Twitter, LinkedIn, etc have become powerful marketing and communication tools. Social networking can help a business gain contacts, clients, and increased public awareness. Therefore, it is essential to get your business promotions online to reach out to your audience.

4.Integrate.

In order to get the best Return on Investment, integrate all channels that you have worked on. Keep updating and tailor content whenever necessary.

5.Measure your success.

Whatever strategies you to choose to use, evaluate progress on a monthly basis. The moment results decline, change your tactics.

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September 11, 2016 • Social Media, Video Sharing Sites, Youtube • 786

Expand Your Business Through YouTube Marketing
Unlike other social networking sites, YouTube is one of the top most video sharing site among millions of active users. However, most of the businesses today make use of YouTube Channel as their marketing tool. By creating valuable and relevant videos, improving the quality of the content, you can expand the reach to your target audience. YouTube has helped many marketing agencies in their success. Here are some of the key points to remember if you want your business to excel in this digital world.

Set up a Goal

Basically you have to understand your audience and mange them in such a way that when your audience view your videos, they should be forced to like, share and subscribe to your YouTube channel. It’s better to do a research on your videos and your competitor’s videos just to be sure of what content engages your audience.

Create new & interesting content

Being creative and coming up with new and unique thought/ideas is a bit tough, but your ideas need to come true upon audiences’ platform. “Creativity is the main aim”, so here are the few listed options of ideas you could follow:
- Demo: Create a demo of your product or service so that your audience will find it easier to reach you. It will also create a trust factor among them.
- Promote: Advertise and explain the importance of your product to the audience and analyze how they can get involved.
- Infographics: Making use of video infographics will consume a little bit of time but it will attract audience in an effective manner.
YouTube Channels

Many advertising companies have different YouTube channels for different products and they try running their campaigns simultaneously. This will help with your analytics if you consistently upload new and interesting content.

However, most of the small businesses prefers to have only one YouTube channel. But if they provide users with the best service then there is definitely a possibility to perform well.

Management

Schedule your topics, video production days and responsibilities of your team members. Create a separate calendar for each platform. Add the title to your video before you broadcast and also to the employee in-charge. You and your team are equally responsible to produce the video in enough time and see that it goes live at the scheduled time. This will make your audience visit your channel regularly. The main ingredient of your videos should be its quality.

Only if you have a relevant video, it will help to keep your viewers interested. Concentrate on the content to deliver. You should make changes to your plan and pattern instead of sticking to the same schedule as it might bore your viewers.

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August 24, 2016 • Advertising, Branding, Digital Marketing, Facebook • 897

Digital Advertising Trends
Digital Advertising is a strategy that the marketers use for promotional activities or advertisements in order to promote their products or services to their target customers over the internet. Here are few latest trends that are shaping digital advertising:
- Social Ads: Social ads helps company’s find new potential clients by sharing information. Rather than targeting users who search a certain term, social advertising targets relevant users before they even begin their search. Social ads are a good option for advertisers or marketers because they can refine their target audience, track conversion, and have prevalence on mobile devices.
- Facebook: Facebook has a global audience of approximately 1.5 billion people. No other social network comes close to Facebook’s market penetration. Facebook is one of the most cost-effective advertising platforms available. Further, Facebook Advertising is visual, relevant, includes a good value and has a clear call to action.
- Personalized PPC: This is a digital marketing strategy which helps businesses build a personal relationship with their customers. Digital marketers should make sure that their PPC Campaigns are personalized in order to increase the conversion rate.
- Marketing Automation: From scheduling emails, automating social media marketing, and managing content, automation has allowed the marketers to grow. Automation strategy has made the marketers job easier and their goals more attainable.
- Mobile Marketing: Since there is an increase in the usage of mobile devices, it is almost impossible for marketers to deny the potential of this tool in order to grow their business opportunities. Mobile is a cost effective way of marketing company’s products and services. Further, mobile ads proved to be more personal and intimate. Marketing companies can free themselves from the barriers of time and location.
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August 16, 2016 • Digital Marketing, Google +, Networking • 898

Google+ Features
Google+ is basically Google’s attempt at social networking that builds off of your Google Account. Google+ offers some features that allow brands to quickly see how viral their content is. The following features can make your Google+ participation all the more special:
- Circles: You can use Circles to segment your connections ,that is, the people you follow as well as the ones who follow you on Google+. This will allow you to share content and updates selectively with them. You can also use circles to send updates to large groups to dodge the restrictions that come with Gmail.
- Real-time stream: With Google+, you can spend much less time refreshing the page. New updates automatically show up at the top of your stream after you log in, and new comments appear automatically as people comment on the posts. Apart from this, you can limit incoming news by clicking specific Circles.
- Hangouts: Using Hangouts, you can chat via video with upto ten people at a time. Hangouts includes features wherein you can create and promote events with your audience. In this way you can engage with them professionally on social media.
- Sharing: You can upload photos on Picasaweb and then share on Google+. All the photos in Picasaweb you set as public will stay that way and be visible to all your Google+ Circles. You can tag he person will be notified that you tagged them and linked to your post.
- Data liberation: You can download data from Google+. Also, you decide what information you want to backup from Google+. Anything you put into Google+ you can also take out freely.
- Privacy: The Google+ privacy feature gives you ability to choose which Circles can view which information about you and understand what people are seeing from your profile and who’s seeing it.
Advertising & Marketing your business through social media marketing will help you grow ahead of your competitors.

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August 16, 2016 • Digital Marketing, Marketing • 958

Process of Business Analysis
Business Analysis is the collection of techniques and approaches used to work as communication in order to understand the format, rules and operations of a company and to recommend solutions that will help the company improve its growth. This process is a must in Digital Media Marketing in order to grow your business.

Process of Business Analysis

Business Analysis is carried out either to understand the current state of your business or to serve as an identification of the company’s needs, goals or objectives. Let’s have a look at the process of business analysis:
- Get oriented
Clarify the scope, requirements, and business goals as quickly as possible. Don’t get into the detailed requirements right away. Take some time and take effective steps.
- Explore the primary business needs
Understand the business objectives of the company as a whole and not unique to one person’s perspective. Discovering the business needs will help you move into the right direction.
- Specify the scope
Confirm the business case to ensure that it still appropriate for your company to invest in the project. This step is the stepping stone to carry out the rest of the processes.
- Develop your business analysis plan
Define the specific list of business analysis work that will cover the scope of the project along with keeping in line with the time constraint.
- Define the detailed requirements
Extract the information mandatory to understand what your business exactly wants. Analyze this information, review and validate each detail pertaining your project.
- Implementation
Manage the required changes to ensure that everything is working from up-to-date documentation. Test the efforts to ensure that the implementation meets the organization needs.
- Evaluation
Evaluate the actual progress made against the business objectives of the project. Communicate the results and suggest followup initiatives.

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