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.
- Discover how the Google Ads engine works - You have to understand how the AdWords auction process works if you intend to succeed with paid search - quality & relevance is the answer.
- The secrets to maximizing quality score - In order to drive lower cost per click & ultimately, lower cost per lead - ad groups, the right keywords, compelling text ads, site links & strategic landing pages are critical.
- Proven examples that you can swipe & deploy - We will share our proven winners as it relates to keywords, ad groups, text ads & landing pages.
- KPIs & how to track them - You should not invest a penny into AdWords or any other form of paid search without the proper tracking in place to gauge your cost per lead.
In this presentation I am going to cover such topics, like:
What is a landing page
Types of landing pages
The Anatomy of a Perfect Landing Page
Landing Page Optimization. What to Test on Landing Pages
Measuring Landing Page Performance
- Discover how the Google Ads engine works - You have to understand how the AdWords auction process works if you intend to succeed with paid search - quality & relevance is the answer.
- The secrets to maximizing quality score - In order to drive lower cost per click & ultimately, lower cost per lead - ad groups, the right keywords, compelling text ads, site links & strategic landing pages are critical.
- Proven examples that you can swipe & deploy - We will share our proven winners as it relates to keywords, ad groups, text ads & landing pages.
- KPIs & how to track them - You should not invest a penny into AdWords or any other form of paid search without the proper tracking in place to gauge your cost per lead.
In this presentation I am going to cover such topics, like:
What is a landing page
Types of landing pages
The Anatomy of a Perfect Landing Page
Landing Page Optimization. What to Test on Landing Pages
Measuring Landing Page Performance
Ed Tankersley, principal of Eight Trails LLC online marketing and a Google AdWords Qualified Individual, shows how to set up your AdWords account the right way the first time, and how to get the most out of AdWords. The special focus for this presentation is on Bed and Breakfasts, but the information is applicable to all businesses.
Rakesh Tech Solutions is one of the leading Digital Marketing Training (SEO, SEM , SMO and SMM) Class Room and Online Institutions, which is located in Pragathi Nagar, Hyderabad, Best Digital Marketing Courses at best prices compared to other digital marketing institutes in Hyderabad, best Training Classes in digital marketing Class like SEO, SMO, SEM (PPC) , Content Marketing, Video & Social Media Marketing
100 Ways to Transform Your Business OnlineBabich Media
Over 100 tips and tricks from BabichMedia.com on digital marketing in 2019. Influencer Marketing, Facebook ADS, Mobility Scoring, Google Ads, Google My Business, and more...learn more at http://babichmedia.com/ 1-602-497-1011
Increasing Revenue Through Local SEO & Google PlacesAnvil Media, Inc.
There are over 20 million local businesses in the US alone, and not even half of them are utilizing free tools on the internet to promote their business. Learn how to increase your revenue using Google Places and local search engine optimization (SEO) tactics.
From ITC Agent Conference 2015...
Do you know where people come from when they land on your insurance agency website? Do those visitors find your website helpful? This session will explore how Google Analytics can answer these questions and more to help refine your online marketing efforts for increased customer acquisition.
Digital Marketing is surrounded by buzz words and industry Jargon. Do you know what a cache is or the 3 click rule? This presentation demystifies Digital lingo.
Ed Tankersley, principal of Eight Trails LLC online marketing and a Google AdWords Qualified Individual, shows how to set up your AdWords account the right way the first time, and how to get the most out of AdWords. The special focus for this presentation is on Bed and Breakfasts, but the information is applicable to all businesses.
Rakesh Tech Solutions is one of the leading Digital Marketing Training (SEO, SEM , SMO and SMM) Class Room and Online Institutions, which is located in Pragathi Nagar, Hyderabad, Best Digital Marketing Courses at best prices compared to other digital marketing institutes in Hyderabad, best Training Classes in digital marketing Class like SEO, SMO, SEM (PPC) , Content Marketing, Video & Social Media Marketing
100 Ways to Transform Your Business OnlineBabich Media
Over 100 tips and tricks from BabichMedia.com on digital marketing in 2019. Influencer Marketing, Facebook ADS, Mobility Scoring, Google Ads, Google My Business, and more...learn more at http://babichmedia.com/ 1-602-497-1011
Increasing Revenue Through Local SEO & Google PlacesAnvil Media, Inc.
There are over 20 million local businesses in the US alone, and not even half of them are utilizing free tools on the internet to promote their business. Learn how to increase your revenue using Google Places and local search engine optimization (SEO) tactics.
From ITC Agent Conference 2015...
Do you know where people come from when they land on your insurance agency website? Do those visitors find your website helpful? This session will explore how Google Analytics can answer these questions and more to help refine your online marketing efforts for increased customer acquisition.
Digital Marketing is surrounded by buzz words and industry Jargon. Do you know what a cache is or the 3 click rule? This presentation demystifies Digital lingo.
A short adapted presentation that was presented at the Gift and Lifestyle affair in 2017. The presentation and works are based off of a presentation provided by a colleague.
7 Tips To Improve Your Google Ads Landing Page Experience.pptxTurboAnchor
Landing page experience refers to the quality of a customer’s experience while on your website. The easier it is for customers to find their way to the shopping basket, the more likely they’ll make a purchase.
A brand’s journey kicks off with a user and their crucial ad click. Before getting that ad click, they need to find your ad relevant. That’s where Google’s Quality Score comes in. Google Ads uses Quality Score to estimate the usefulness of your ads, keywords, and landing pages to the user’s experience. In addition, campaigns with higher quality scores have lower costs per click and get better ad positions. On the other hand, campaigns with lower quality scores have to pay more for less-desirable ad placements.
AdWords Key to Success from Pico DigitalCasey Meraz
From Samantha Bedford (Pico Digital)
In the 15 years I have been in the industry the main element I find when auditing paid search campaigns is that the foundation is poor. When speaking about foundation I am talking about the structure of your campaigns, adgroups and match types, and how they have been grouped to ensure each ad is relevant to the keyword and landing page.
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How to interpret Google Analytics reports to measure marketing efforts, optimize website performance
and make informed decisions about web content and design.
Struggling to understand google analytics? It can be overwhelming, it's such a large platform. In this presentation, you will learn the basics of Google Analytics for your small business.
We will cover:
Set Up
Audiences
Aquisition
Behavior
Goals
& More.
A professional PPC and SEO company, specialising in Pay Per Click Management, Search Engine Optimisation & Social Media Optimisation. We make your ROI our focus & provide a tailored Search Engine Marketing solution for all.
Final project report on grocery store management system..pdfKamal Acharya
In today’s fast-changing business environment, it’s extremely important to be able to respond to client needs in the most effective and timely manner. If your customers wish to see your business online and have instant access to your products or services.
Online Grocery Store is an e-commerce website, which retails various grocery products. This project allows viewing various products available enables registered users to purchase desired products instantly using Paytm, UPI payment processor (Instant Pay) and also can place order by using Cash on Delivery (Pay Later) option. This project provides an easy access to Administrators and Managers to view orders placed using Pay Later and Instant Pay options.
In order to develop an e-commerce website, a number of Technologies must be studied and understood. These include multi-tiered architecture, server and client-side scripting techniques, implementation technologies, programming language (such as PHP, HTML, CSS, JavaScript) and MySQL relational databases. This is a project with the objective to develop a basic website where a consumer is provided with a shopping cart website and also to know about the technologies used to develop such a website.
This document will discuss each of the underlying technologies to create and implement an e- commerce website.
Hybrid optimization of pumped hydro system and solar- Engr. Abdul-Azeez.pdffxintegritypublishin
Advancements in technology unveil a myriad of electrical and electronic breakthroughs geared towards efficiently harnessing limited resources to meet human energy demands. The optimization of hybrid solar PV panels and pumped hydro energy supply systems plays a pivotal role in utilizing natural resources effectively. This initiative not only benefits humanity but also fosters environmental sustainability. The study investigated the design optimization of these hybrid systems, focusing on understanding solar radiation patterns, identifying geographical influences on solar radiation, formulating a mathematical model for system optimization, and determining the optimal configuration of PV panels and pumped hydro storage. Through a comparative analysis approach and eight weeks of data collection, the study addressed key research questions related to solar radiation patterns and optimal system design. The findings highlighted regions with heightened solar radiation levels, showcasing substantial potential for power generation and emphasizing the system's efficiency. Optimizing system design significantly boosted power generation, promoted renewable energy utilization, and enhanced energy storage capacity. The study underscored the benefits of optimizing hybrid solar PV panels and pumped hydro energy supply systems for sustainable energy usage. Optimizing the design of solar PV panels and pumped hydro energy supply systems as examined across diverse climatic conditions in a developing country, not only enhances power generation but also improves the integration of renewable energy sources and boosts energy storage capacities, particularly beneficial for less economically prosperous regions. Additionally, the study provides valuable insights for advancing energy research in economically viable areas. Recommendations included conducting site-specific assessments, utilizing advanced modeling tools, implementing regular maintenance protocols, and enhancing communication among system components.
Explore the innovative world of trenchless pipe repair with our comprehensive guide, "The Benefits and Techniques of Trenchless Pipe Repair." This document delves into the modern methods of repairing underground pipes without the need for extensive excavation, highlighting the numerous advantages and the latest techniques used in the industry.
Learn about the cost savings, reduced environmental impact, and minimal disruption associated with trenchless technology. Discover detailed explanations of popular techniques such as pipe bursting, cured-in-place pipe (CIPP) lining, and directional drilling. Understand how these methods can be applied to various types of infrastructure, from residential plumbing to large-scale municipal systems.
Ideal for homeowners, contractors, engineers, and anyone interested in modern plumbing solutions, this guide provides valuable insights into why trenchless pipe repair is becoming the preferred choice for pipe rehabilitation. Stay informed about the latest advancements and best practices in the field.
Immunizing Image Classifiers Against Localized Adversary Attacksgerogepatton
This paper addresses the vulnerability of deep learning models, particularly convolutional neural networks
(CNN)s, to adversarial attacks and presents a proactive training technique designed to counter them. We
introduce a novel volumization algorithm, which transforms 2D images into 3D volumetric representations.
When combined with 3D convolution and deep curriculum learning optimization (CLO), itsignificantly improves
the immunity of models against localized universal attacks by up to 40%. We evaluate our proposed approach
using contemporary CNN architectures and the modified Canadian Institute for Advanced Research (CIFAR-10
and CIFAR-100) and ImageNet Large Scale Visual Recognition Challenge (ILSVRC12) datasets, showcasing
accuracy improvements over previous techniques. The results indicate that the combination of the volumetric
input and curriculum learning holds significant promise for mitigating adversarial attacks without necessitating
adversary training.
COLLEGE BUS MANAGEMENT SYSTEM PROJECT REPORT.pdfKamal Acharya
The College Bus Management system is completely developed by Visual Basic .NET Version. The application is connect with most secured database language MS SQL Server. The application is develop by using best combination of front-end and back-end languages. The application is totally design like flat user interface. This flat user interface is more attractive user interface in 2017. The application is gives more important to the system functionality. The application is to manage the student’s details, driver’s details, bus details, bus route details, bus fees details and more. The application has only one unit for admin. The admin can manage the entire application. The admin can login into the application by using username and password of the admin. The application is develop for big and small colleges. It is more user friendly for non-computer person. Even they can easily learn how to manage the application within hours. The application is more secure by the admin. The system will give an effective output for the VB.Net and SQL Server given as input to the system. The compiled java program given as input to the system, after scanning the program will generate different reports. The application generates the report for users. The admin can view and download the report of the data. The application deliver the excel format reports. Because, excel formatted reports is very easy to understand the income and expense of the college bus. This application is mainly develop for windows operating system users. In 2017, 73% of people enterprises are using windows operating system. So the application will easily install for all the windows operating system users. The application-developed size is very low. The application consumes very low space in disk. Therefore, the user can allocate very minimum local disk space for this application.
Automobile Management System Project Report.pdfKamal Acharya
The proposed project is developed to manage the automobile in the automobile dealer company. The main module in this project is login, automobile management, customer management, sales, complaints and reports. The first module is the login. The automobile showroom owner should login to the project for usage. The username and password are verified and if it is correct, next form opens. If the username and password are not correct, it shows the error message.
When a customer search for a automobile, if the automobile is available, they will be taken to a page that shows the details of the automobile including automobile name, automobile ID, quantity, price etc. “Automobile Management System” is useful for maintaining automobiles, customers effectively and hence helps for establishing good relation between customer and automobile organization. It contains various customized modules for effectively maintaining automobiles and stock information accurately and safely.
When the automobile is sold to the customer, stock will be reduced automatically. When a new purchase is made, stock will be increased automatically. While selecting automobiles for sale, the proposed software will automatically check for total number of available stock of that particular item, if the total stock of that particular item is less than 5, software will notify the user to purchase the particular item.
Also when the user tries to sale items which are not in stock, the system will prompt the user that the stock is not enough. Customers of this system can search for a automobile; can purchase a automobile easily by selecting fast. On the other hand the stock of automobiles can be maintained perfectly by the automobile shop manager overcoming the drawbacks of existing system.
Courier management system project report.pdfKamal Acharya
It is now-a-days very important for the people to send or receive articles like imported furniture, electronic items, gifts, business goods and the like. People depend vastly on different transport systems which mostly use the manual way of receiving and delivering the articles. There is no way to track the articles till they are received and there is no way to let the customer know what happened in transit, once he booked some articles. In such a situation, we need a system which completely computerizes the cargo activities including time to time tracking of the articles sent. This need is fulfilled by Courier Management System software which is online software for the cargo management people that enables them to receive the goods from a source and send them to a required destination and track their status from time to time.
Industrial Training at Shahjalal Fertilizer Company Limited (SFCL)MdTanvirMahtab2
This presentation is about the working procedure of Shahjalal Fertilizer Company Limited (SFCL). A Govt. owned Company of Bangladesh Chemical Industries Corporation under Ministry of Industries.
Student information management system project report ii.pdfKamal Acharya
Our project explains about the student management. This project mainly explains the various actions related to student details. This project shows some ease in adding, editing and deleting the student details. It also provides a less time consuming process for viewing, adding, editing and deleting the marks of the students.
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
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
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.
47.
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.
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.
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]