Digital Marketing Module II: This slide covers the listed topic and it is very helpful for UG and PG students. Search Engine Optimisation & Search Marketing (PPC) Search Engine Optimisation :Site Supports, Sitemaps, XML Sitemap, Webmaster Tools, Website Engagement, User Experience, User Engagement, Site Speed, 404 errors. Search Marketing (PPC):Quality score explained, conversion tracking, Understanding CPA Issues, Ad positioning strategy Bidding approaches.

1. Digital Marketing:
Module II
Dr. Lavanya Sharma
Ms. Sudhriti Sen Gupta

2. Agenda
• Search Engine Optimisation & Search Marketing (PPC)
• Site Maps
• Google Web Master Tool
• Website Engagement
• Ways to Increase Engagement with Website Visitors
• User engagement
Site Speed
• 404 errors.
• Quality score
• conversion tracking
• Understanding CPA Issues
• Ad positioning strategy Bidding approaches.
• Cost per Click

30. Website Engagement
• website engagement is just as crucial for
nurturing and lead generation.
• It is a term that encompasses: "The process of
building relationships with customers that
result in them becoming ambassadors for your
brand or product."

31. Ways to Increase Engagement with
Website Visitors
• Examine the Needs and Desires of Your Audience. Firstly,
really think about what your audience is interested in and
what their needs are.
• Remember: It's Quality Over Quantity.
• Strive for Consistency.
• Encourage Commentary.
• Collect E-mail Addresses.
• Be User-Friendly.
• Create a Quiz.
• Make Your Website Speed Lightening Fast.

32. User engagement
• User engagement measures whether users find value
in a product or service.
• Engagement can be measured by a variety or
combination of activities such as downloads, clicks,
shares, and more.
• Highly engaged users are generally more profitable,
provided that their activities are tied to valuable
outcomes such as purchases, signups, subscriptions,
or clicks.

33. Why is user engagement so important?
• Highly engaged users are more likely to buy, return,
and share the product or service with friends.
• Product and marketing teams that measure user
engagement can use product analytics to understand
the factors that contribute to higher engagement.
• By improving engagement, teams can improve the
product’s profitability.

34. Ways to improve user engagement
• Finding out what users consider valuable
– Product teams can segment their users and follow both
individuals and cohorts to see which actions they repeat.
• Improving the product’s usability
– Users are conditioned to expect simple and effective
interfaces, and will often seek alternatives until they find
one that satisfies their need.
• Educating users, especially new ones
• Communicating with users
– Product and marketing teams can also simply ask users
what they want.

35. Site Speed
• The Site Speed reports show how quickly users are able to see
and interact with content.
• Execution speed or load time of any discrete hit, event, or
user interaction that you want to track (e.g., how quickly
images load, response time to button clicks).
• Google has indicated site speed (and as a result, page speed)
is one of the signals used by its algorithm to rank pages.
• In addition, a slow page speed means that search engines can
crawl fewer pages using their allocated crawl budget, and this
could negatively affect your indexation.

36. 404 errors
• The HTTP 404, 404 Not Found, and 404 error
message is a Hypertext Transfer Protocol (HTTP)
standard response code
• To indicate that the client was able to communicate
with a given server, but the server could not find
what was requested.
• The website hosting server will typically generate a
"404 Not Found" web page when a user attempts to
follow a broken or dead link

37. Steps to Fix the 404 Not Found Error
• Retry the web page by pressing F5, clicking/tapping the refresh/reload
button, or trying the URL from the address bar again.
• The 404 Not Found error might appear for several reasons even though no
real issue exists, so sometimes a simple refresh will often load the page
you were looking for.
• Check for errors in the URL. Often times the 404 Not Found error appears
because the URL was typed wrong or the link that was clicked on points to
the wrong URL.
• Move up one directory level at a time in the URL until you find something.
• For example, if www.web.com/a/b/c.htm gave you the 404 Not Found
error, move up to www.web.com/a/b/. If you get nothing here (or an
error), move up to www.web.com/a/. This should lead you toward what
you're looking for or at least confirm that it's no longer available.

38. Cont…
• Search for the page from a popular search engine.
• Clear your browser's cache if you have any indication that the 404
Not Found message might just be yours.
• You might also consider clearing your browser's cookies or at least
the one(s) involved with the website in question if clearing the cache
didn't work.
• Change the DNS servers used by your computer, but usually only if
an entire website is giving you a 404 error, especially if the website
is available to those on other networks (e.g., your mobile phone
network or a friend in another city).
• See our Website Contact Information list for links to these site's
support-based social network accounts which you can use to report a
404 error or keep up with the problem's status if it's widespread. A
few websites even have telephone numbers and email addresses!

39. Some common ways in which you might see the HTTP
404 error displayed
• 404 Error
• 404 Not Found
• Error 404
• The requested URL [URL] was not found on this server
• HTTP 404
• Error 404 Not Found
• 404 File or Directory Not Found
• HTTP 404 Not Found
• 404 Page Not Found

40. 404 Not Found Error and Soft 404
Error
• The 404 or Not Found error message is a HTTP
standard response code indicating that the client was
able to communicate with a given server, but the
server could not find what was requested.
• Basically, Soft 404 is a page that looks like a 404 but
returns a HTTP status code 200.
• Soft 404 is when server redirects to a customised
page to stop user from viewing the requested
resource

41. Cont………..
• A soft 404 means that a URL on your site returns a page
telling the user that the page does not exist and also a 200-
level (success) code to the browser.
• A Soft 404 Error occurs when communication is made with
the server, but a standard web page is returned with the “200
OK” response code.
• Soft 404 errors are discouraged, because they confuse users
and search engines. Users see a page with all the branding
and design
• In some cases, instead of a "not found" page, it might be a
page with little or no usable content
– for example, a sparsely populated or empty page.

42. Fixing Error on Google webmaster
• Log on your webmaster tools panel with your
Google account,
• Then go to the Crawl >> Crawl Errors section,
you will find a list of all page errors.
• To fix a 404 error is easy. First click on a URL
displayed, you will get a pop up dialogue with
two sub-tabs: Error Details and Linked from.

43. Quality Score
• It is an estimate of the quality of your ads,
keywords, and landing pages. Higher quality ads
can lead to lower prices and better ad positions.
• Quality Score is an aggregated estimate of your
overall performance in ad auctions, and is not
used at auction time to determine Ad Rank.
• The ad auction is used to select the ads that will appear on
your pages and determine how much you'll earn from those
ads. Ad auction allows advertisers to state the price they're
willing to pay for clicks on ads

44. Cont….
• A “good” Quality Score in AdWords depends on what
kind of keyword you’re looking at
• A good Quality Score for branded keywords is between
8 and 10
• A good Quality Score for high-intent commercial
keywords is 7 to 9
• 7 is a good Quality Score for low-intent keywords
• Aim for a Quality Score of 3+ on competitor keywords
• Prioritize raising your Quality Score for high-intent
keywords first

45. Cont….
• Quality Score is the metric Google uses to determine
the quality (duh) and relevance of your ad copy and
landing page in relation to a given keyword.
• It’s then used to calculate your cost per click (CPC)
and ad rank for that keyword.
• The higher your relevance and your Quality Score,
the better your ad rank and the less you pay every
time someone clicks on your ad.
• This makes Quality Score really important to your
AdWords performance.

46. High and low intent keywords
• High Intent keywords also said to have high commercial intent.
• These keywords signify a strong intent on the part of the searcher
to conduct a transaction, whether it be to buy something, inquire
about a service, or another type of action that has a strong
possibility of leading to a later sale.
• Low intent keywords can be considered either navigational or
informational in nature. S
• Someone looking for information on a given topic or searching for a
specific website is unlikely to commit to a purchase as a result of these
types of searches, meaning their commercial intent is considerably lower
• Competitive keyword Score are given to the employee based on
their performance .On the performance basis company or firm
provide the competitive score.

48. Method to calculate quality score
• Click-through Rate (CTR) of the keyword.
• It is the number of clicks your ad receives divided by the
number of times your ad is shown (impressions) via Google
search only.
• As stated, the keyword click-through rate is the number one
factor for determining your Quality Score.
• The Google benchmark for the average is around the 5 mark.
• So therefore, ‘good’ is considered above average, or 6+.
• Whereas 9 to 10 are pretty much perfect, as illustrated in the
next slide.

49. Google benchmark for measuring
quality score

50. Steps to increase Quality Score
• Structure the campaigns into smaller yet targeted ad groups.
• Optimize keyword ad copy.
• Target your landing pages.
• Know the Quality Score factors.
• Decrease your landing page load times.

51. Landing page
• In digital marketing, a landing page is a standalone
web page, created specifically for the purposes of a
marketing or advertising campaign.
• It’s where a visitor “lands” when they have clicked on
a Google AdWords ad or similar.
• Landing pages are designed with a single focused
objective – known as a Call to Action (CTA).

52. Conversion tracking
• It is a free tool that shows you what happens after a
customer interacts with your ads -- whether they
purchased a product, signed up for your newsletter,
called your business, or downloaded your app.
• When a customer completes an action that you've
defined as valuable, these customer actions are
called conversions.

53. Why use conversion tracking
• See which keywords, ads, ad groups, and campaigns are best at
driving valuable customer activity.
• Understand your return on investment (ROI) and make better
informed decisions about your ad spend.
• Use Smart Bidding strategies (such as target CPA, enhanced CPC,
and target ROAS) that automatically optimize your campaigns
according to your business goals.
• See how many customers may be interacting with your ads on one
device or browser and converting on another. You can view cross-
device, cross-browser, and other conversion data in your “All
conversions” reporting column.

54. How conversion tracking works
• Conversion tracking starts with you creating a
conversion action in your Google Ads account.
• A conversion action is a specific customer activity
that is valuable to your business. Y
• It is used to track the following kinds of actions:
• Website actions: Purchases, sign-ups, and other
actions that customers complete on your website.
• Phone calls: Calls directly from your ads, calls to a
phone number on your website, and clicks on a
phone number on your mobile website.

55. Cont….
• App installs and in-app actions: Installs of your
Android or iOS mobile apps, and purchases or other
activity within those apps.
• Import: Customer activity that begins online but
finishes offline, such as when a customer clicks an ad
and submits a contact form online, and later signs a
contract in your office.
• Local actions: Actions that are counted whenever
people interact with an ad that’s specific to a physical
location or store.

56. To track conversion in Adword
• Sign in to your AdWords account.
• Click the Tools tab, and select Conversions from the drop-down
menu.
• Click the +Conversion button.
• You'll now see options for the different kinds of conversion sources
you can track.
• In the "Name" section, enter a name for the conversion action
you'd like to track, such as "newsletter sign-up" or "wedding
bouquet purchase." This will help to recognize this conversion
action later in conversion reports. Click Done.

57. Cont…
• Click Value. Select how to track the value of each conversion.
• Click Count. Select how to count your conversions: Every: this
setting is best for sales, when every conversion likely adds value for
your business.
• One: this setting is best for leads, such as a sign-up form on your
website, when only one conversion per ad click likely adds value for
your business.
• Click Done.

58. Cont….
• Click Conversion windows. Select options for each of the
following:
– Conversion window: select how long to track conversions
after someone clicks an ad. The window can be 1 to 90
days.
– View-through conversion window: select how long to
track conversions after someone sees a Display Network
ad. The window can be as short as 1 day or as long as 30
days.

59. • Click Category. Select the category that best describes your conversion.
You can use this category to segment your conversion reports. You can
always change it later. Click Done.
• (Advanced) Click Include in "Conversions." Uncheck this setting—selected
by default—if you don't want to include data for this conversion action in
your "Conversions" reporting column. If you uncheck this setting, data will
still be included in the "All conversions" column.
You might want to use this setting if you use an automated bid strategy to
optimize for conversions, and you don't want to include this particular
conversion action in your bid strategy. Learn more about the "Include in
'Conversions'" setting. Click Done.
• Click Attribution model. This setting lets you choose how to assign credit
for each conversion: to the last click a customer made before a conversion,
the first click, or a combination of clicks. Click Done.
• Click Save and continue.

60. Cost per action (CPA)
• It is an online advertising marketing strategy that allows an
advertiser to pay for a specified action from a prospective customer.
• CPA campaign is relatively low risk for the advertiser, as payment
only has to be made when a specific action takes place
• Cost per acquisition (CPA), also known as cost per action, pay per
acquisition (PPA) and cost per conversion
• CPA works by charging the advertiser only when a user completes a
specific action within their app.
– For example, if AirBnB were to use a CPA method of advertising with a partner,
they may conclude a deal where they only pay if a user signs up for an account
or books a room - instead of paying when the user installs.

61. Cont…
• CPI is widely available and easy to purchase
• CPI remains the best buying methods for advertisers looking to purchase
traffic
• CPA advertising campaigns are harder to arrange. As they rely on both the
advertiser and the publisher agreeing that an action has taken place, this
approach requires deeper integration to set up a campaign and greater
trust amongst partners to ascertain its value.
• It highly depends on the following variables:
– Target Audience
– Industry
– Product/Service (you’re selling)
– Your Marketing Campaign
– Marketing Objective(s) and Location

62. CPA issues or challenges
• The Alliott Group and The Shattuck Group both serve mid-size
CPA firms identified the top 5 challenges:
– Consistent strong growth
– Ideal client acquisition
– Service model differentiation
– Leadership, strategy and decision-making

63. Consistent strong growth
• Most mid-size CPA firms have slow growth in client
acquisition, profits and revenues
• There are three root causes of slow growth:
– an undifferentiated brand and service model;
– reliance on government agencies to drive clients through
the front door
– and dependence on client referrals for new client
acquisition
• Another root cause of slow growth is a reliance on
government agencies to create demand for CPA
services. Every CPA knows that April 15 looms large in the
minds of their clients. This date and the fear of government
action drives people to the front doors of many CPA firms.

64. Ideal client acquisition
• There are several root causes to this issue:
– too many potential clients;
• too many clients available, but not all clients are ideal. This often
leads to clients who undervalue services and demand
discounts. We believe these clients don’t make you money, they
cost you money.
– pressure to be rainmakers
• When CPA firms look at only certain metrics, like net-new clients,
but not other metrics, like profit-per-client, it’s easy to lose sight of
what really matters
– the absence of an ideal client profile.
• Most mid-size CPA firms, being geographically local or regional,
don’t develop a market niche based on an ideal client
profile. Instead, they acquire clients through local referrals

65. Service model differentiation
• Three root causes to the differentiation challenge:
– you sell intangibles
• he client cannot see or touch your work product until it takes
material form, like printed tax returns, audit statements or
reports. Since clients have little visibility into what it takes to serve
them, they sometimes devalue the effort and time it takes to
produce the documents.
– AI is changing everything;
• AI resources enable CPA firms to crank out more work product in
less time and without increasing headcount. But clients now know
this. If a task that used to take your firm 10 hours to complete now
only takes 2 hours, the client expects a concomitant reduction in
their bill.
– evolving client needs require differing services, but it’s hard to know
which services to offer.
• There are more entrepreneurs today than at any other time in
human history, and they need a lot more than just tax returns

66. • Two root causes to the leadership challenge:
– the partner model
– an absence of specialized talent.
• The partner model, contains two problems:
– the skills required to make partner are not the skills
required to lead a service organization;
– getting alignment between partners can stymie progress.

67. Cont……
• The other problem with the partner model is how it impacts
decision-making.
– If 10 people are the decision-makers for a firm and they
must make decisions on topics where they are not experts,
and they must all agree, inertia is the likely outcome.
• The second root cause of leadership issues is the absence of
specialized talent in key positions. For instance, a Chief
Marketing Officer has highly specialized expertise in
marketing.
– If a committee of 10 equity partners does not contain this
expertise, it is highly unlikely that CPA firm will have a
sound marketing strategy.

68. Types of bidding within Google AdWords

69. Position Bidding vs. CPC Bidding
• There are two competing approaches to bid optimization that
I've found are most commonly used by top PPC analysts.
• The position bidding strategy assumes there is a particular
position where each keyword will convert best, providing the
best ROI. In this below table by Sean Quadlin, he shows how
performance data by position can be analyzed to determine
which position has historically driven the highest conversion
rates and lowest CPA.

70. To summarize this strategy, an analyst could report on
conversion rates and CPA by position for a group of keywords.
Assuming a statistically significant sample size (i.e. click volume),
we can predict that position 5 will lead to the best CPA. An
analyst could then setup a bid rule to adjust bids towards
position 5, and let the position define the CPC he pays.

71. • Advantage of position bidding
– it can identify conversion rate variances by position
– Position Bidding is not a good optimization method at the
keyword level.
• Disadvantage of position bidding
– is it is extremely difficult to apply at the keyword level. For
a single keyword, if I look back at 30 days of performance
data, I only see a single average position.

72. Position Bidding
• Advantages
– Addresses variances in conversion rate in different
positions.
• Disadvantages
– Extremely difficult to apply at the keyword level.
– Must proactively test at different positions to
create a workable dataset.

73. Cost Per Click (CPC) Bidding
• CPC bidding is where you only pay if someone clicks
on one of your ads.
• In most cases people will generally use CPC bidding
as it is designed for the Search Network. It’s also the
recommended bidding strategy when trying to drive
traffic to your website and you know how much you
are willing to pay.
• CPC bidding is mainly used for Search Network
campaigns and CPM bidding is primarily used for
Display Network campaigns

74. Cont…….
There are two separate bidding options available:
• Automatic Bidding
– Where you set a daily budget and Google AdWords will attempt
to bring you as many clicks as they can for your set budget. You
can also set a maximum cost per click to make sure Google
doesn’t spend more than you would. If you use automatic
bidding I would highly recommend setting a maximum CPC!
• Manual Bidding
– You only pay when someone clicks on your advert but this
option allows you to control your maximum bids. You can set
bids at the Ad Group level, keyword level or placement level. I
personally like this option as I feel it gives you more control over
what you spend per click.

75. • Advantage
– CPM bidding is the most common option for
advertisers who are targeting the Display Network
as this is the best option if you are trying to
increase or improve your brand visibility.
• Disadvantage
– This bidding strategy brings which is the fact that
you could potentially pay for a thousand
impressions but receive no clicks to your website.

76. References
• Basics of Digital Marketing. Available at:
http://digitalmarketinginstitute.com/subject-matter-experts/barry-adams
[accessed on 12 January 2019]
• Basics of Digital Marketing. Available at:
http://digitalmarketinginstitute.com/topics/introduction-to-digital-marketing
[accessed on 12 January 2019]
• Basics of Digital Marketing. Available at:
http://digitalmarketinginstitute.com/courses/pay-per-click-marketing-google-
adwords [accessed on 12 January 2019]
• Basics of Digital Marketing. Available at: https://www.udemy.com/course/learn-
digital-marketing-
course/?gclid=EAIaIQobChMIzba3l5Pv6QIVzRwrCh3t7Q9JEAAYBCAAEgIXivD_BwE&
matchtype=e&utm_campaign=DigitalMarketing_v.PROF_la.EN_cc.INDIA_ti.5430&
utm_content=deal4584&utm_medium=udemyads&utm_source=adwords&utm_te
rm=_._ag_82581778285_._ad_398016297991_._kw_what+is+digital+marketing_._
de_c_._dm__._pl__._ti_kwd-2677503832_._li_9061714_._pd__._ [accessed on 12
January 2019]

77. Thankyou