Study material digital marketing

Digital Marketing Overview
Google Ads
Social Media Marketing
Email Marketing
Google Analytics
Search Engine Optimization
Google AdSense
YouTube SEO
Affiliate Marketing
App Store Optimization
ASO Strategy
001
TableofContent
005
070
109
161
171
202
208
223
225
230
Growth Hacking 253
Interview Questions 263

DIGITAL
MARKETING
001
Content
Ch. No. Unit Name Page No.
Digital Marketing 003
Google Layout 005

Introduction to Marketing
Marketing is the study and management of exchange relationships. The American
Marketing Association has defined marketing as "the activity, set of institutions,
and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large."
Traditional Marketing Digital Marketing
1. Traditional marketing is the process of
promoting your product or service
offline.
1. Digital marketing is the process of
promoting your product or service online.
2. Costly 2. Cost Effective.
3. Reach maximum number of audience
is not possible
3. Reach maximum number of audience is
possible.
4. Cannot change/edit your ads anytime
and anywhere.
4. Can change/edit your ads anything
anywhere.
5. Audience tracking is not possible. 5. Audience tracking is possible.
6. Targeting the particular Audience is
not possible
6 Targeting the particular Audience is
possible
Types of Marketing:
Types Of
Marketing
Traditional
Marketing
Digital
Marketing
Introduction to MarketingCh. No. 1
002

1.1 Digital Marketing
Digital marketing (also known as data-driven marketing) is an umbrella term for the
marketing of products or services using digital technologies, mainly on the Internet, but
also including mobile phones, display advertising and any other digital medium.
Inbound Marketing Outbound Marketing
1. Inbound marketing refers to
marketing strategies that focus on
pulling audiences in instead of
going out to get prospects’
attention.
1.
Outbound marketing is just another
name for “traditional advertising
methods”, it is devised to contrast with
the newer “inbound marketing”.
2. Inbound marketing pulls visitors in,
increase brand exposure, and
creates brand authority through the
creation of valuable content.
2. It includes television and radio
advertising, print advertising,
telemarketing, direct mail, and outdoor
advertising.
Types of Digital Marketing
Modules Of Digital Marketing
DIGITAL MARKETING TECHNIQUES
SEO
SEARCH
ENGINE
OPTIMIZATION
SEM
SEARCH
ENGINE
MARKETING
SMO
SOCIAL
MEDIA
OPTIMIZATION
SMM
SOCIAL
MEDIA
MARKETING
003

1.2 Google Layout
There are different types of layouts in Google as shown in below figure:
SERVICE BASED
KEYWORD
PRODUCT BASED
KEYWORD
INFORMATION
BASED KEYWORD
Product Name
Name
Price
Promoter
(product listing Ads) PLA
SEO Results
1
2
3
.
.
.
.
.
.
.
.
.
10
EX. Hotel in pune
1.Ads
2.Ads
3.Ads
4.Ads
1.Ads
2.Ads
3.Ads
4.Ads
Local SEO Result
1.
2.
3.
Local SEO Result
1.
2.
3.
SEO Results
1
2
3
….10
SEO Results
1
2
3
….10
Google ads
1
2
3
Google ads
1
2
3
1 2 53 4
004

Search Engine
Optimization
005
2. Search Engine Optimization 007
2.1 How Search Engine Works 007
2.2 Google Algorithm 009
2.2.1 Panda Algorithm 009
2.2.2 Penguin 011
2.2.3 Humming Bird 012
2.2.4 Pigeon 013
2.3 Keyword Research and Competition 014
2.4 How to use keyword Planner? 015
2.5 How to use k-Meta 019
2.6 Onpage Optimization 022
2.7 Meta Tags Optimization 025
2.8 Onpage Factors 028
2.8.1 Sitemap 028
2.8.2 Canonical Tags 030
2.8.3 Redirection 031
2.8.4 Secure Socket Layer 032

Content
006
2.8.5 Domain name in SEO 033
2.8.6 SEO Analysis & Website Speed Tools 033
2.8.7 Robots.txt 033
2.9 Google Search Console 034
2.10 New Google Search Console 035
2.11 Offpage Optimization 044
2.11.1 Link Building 044
2.12 PA/DA Checker 046
2.12.1 Page Authority 047
2.12.2 Domain Authority 047
2.12.3 Link Building Guidelines 048
2.12.4 Link Building Platforms 050
2.13 Local SEO 051
Step By Step Implementation of Local SEO 054
SEO Task for Any Project 061

Search Engine Optimization (SEO) is the activity of optimizing web pages or whole
sites in order to make them search engine friendly, thus getting higher positions in
search results.
SEO techniques are classified into two broad categories:
• White Hat SEO - white hat SEO refers to the usage of optimization strategies,
techniques and tactics that focus on a human audience opposed to search engines
and completely follows search engine rules and policies
• Black Hat SEO - Techniques that search engines do not approve and attempt to
minimize the effect of these techniques are also known as spamdexing.
• Gray Hat SEO – Gray Hat SEO refers to tactics and strategies that straddle the line
between ethical online marketing tactics and the unethical.
2.1 How The Search Engine Works?
Search Engine refers to a huge database of internet resources such as web pages,
newsgroups, programs, images etc. It helps to locate information on World Wide
Web.
STORE IT IN
DATABASE
INTERNET
GOOGLE
INDEXING
FETCH/COLLECT
WEBSITE DATA
SANDBOX
Search Engine OptimizationCh. No. 2
007

Web crawler
It is also known as spider or Google bots. It is a software component that traverses
the web to gather information.
Search Engine Working
Web crawler, database and the search interface are the major component of a search
engine that actually makes search engine to work. Search engines make use of
Boolean expression AND, OR, NOT to restrict and widen the results of a search.
Following are the steps that are performed by the search engine:
The search engine looks for the keyword in the index for predefined database
instead of going directly to the web to search for the keyword.
It then uses software to search for the information in the database. This software
component is known as web crawler.
Once web crawler finds the pages, the search engine then shows the relevant web
pages as a result. These retrieved web pages generally include title of page, size of
text portion, first several sentences etc.
These search criteria may vary from one search engine to the other. The retrieved
information is ranked according to various factors such as frequency of keywords,
relevancy of information, links etc.
008

2.2 Google Algorithm
2.2.1 Panda
It’s all related with “quality content” in
your website.
Quality Content:
• Your content must be unique.
• User friendly/ user engaging.
• No Keyword Stuffing
• Keyword density must be 2-3 % only.
Google Panda takes the quality of a site’s content into account when ranking sites in
the search results. For sites that have lower quality content, they would likely find
themselves negatively impacted by Panda. As a result, this causes higher quality
content to surface higher in the search results, meaning higher quality content are
often rewarded with higher rankings, while low-quality content drops.
When Panda originally launched, many saw it as a way for Google to target content
farms specifically, which were becoming a major problem in the search results with
their extremely low-quality content that tended to rank due to sheer volume. These
sites were publishing a fantastic amount of low-quality content very quickly on topics
with very little knowledge or research, and it was very obvious to a searcher who
landed on one of those pages.
Google has now evolved Panda to be part of the core algorithm. Previously, we had a
known Panda update date, making it easier to identify when a site was hit or had
recovered from Panda. Now it is part of a slow rolling update, lasting months per
cycle. As a result, it is hard to know whether a site is negatively impacted by Panda or
not, other than doing a content audit and identifying factors that sites hit by Panda
tend to have.
009

Do not remove your user-generated content, whether it is forums, blog comments or
article contributions, simply because you heard it is “bad” or marketed as a “Panda
proof” solution. Look at it from a quality perspective instead. There are many highly
ranking sites with user-generated content, such as Stack Overflow, and many sites
would lose significant traffic and rankings simply because they removed that type of
content. Even comments made on a blog post can cause it to rank and even get a
featured snippet.
Technical SEO
Technical SEO also does not play any role in Panda. Panda looks just at the content, not
things like whether you are using H1 tags or how quickly your page loads for users.
That said, technical SEO can be a very important part of SEO and ranking in general, so
it should not be ignored. But it does not have any direct impact on Panda specifically.
Determining Quality
If you are struggling to determine whether a particular piece of content is considered
quality or not, there is one surefire way to confirm. Look in Search Analytics or your
site’s analytics program such as Google Analytics and look at the individual page. If
Google is ranking a page and sending it traffic, then clearly it is viewing it as quality
enough to show high enough in the search results that people are landing there from
those Google’s search results.
Panda Prevention
How to prevent Google Panda from negatively impacting your site is pretty simple.
Create high-quality, unique content that answers the question searchers are asking.
Reading content out loud is a great way to tell if content is high-quality or not. When
content is read aloud, suddenly things like over usage of repetitive keywords,
grammatical errors, and other signals that the content is less than quality will stand
out. Read it out yourself and edit as you go, or ask someone else to read it so you can
flag what should be changed.
010

011
2.2.2 Penguin
It’s all related to “Quality links” in your websites (Real time algorithm).
Quality Links :
• High authority site Link
• Relevant link building
Avoid:
• Paid link building
• Spam link building
• Irrelevant link building
The second major Google algorithm is Penguin. Penguin deals solely with link quality
and nothing else. Sites that have purchased links or have acquired low-quality links
through places such as low-quality directories, blog spam, or link badges and info
graphics could find their sites no longer ranking for search terms.
Who Should Worry about Penguin?
Most sites do not need to worry about Penguin unless they have done some sketchy
link building in the past or have hired an SEO who might have engaged in those
tactics. Even if the site owner was not aware of what an SEO was doing, the owner is
still ultimately responsible for those links. That is why site owners should always
research an SEO or SEO agency before hiring.

If you have done link building in the past while tactics were accepted, but which are
now against Google’s webmaster guidelines, you could be impacted by Penguin. For
example, guest blogging was fine years ago, but is not a great way to build links now
unless you are choosing your sites well. Likewise, asking site visitors or members to
post badges that linked to your site was also fine previously, but will now definitely
result in Penguin or a link manual action.
2.2.3 Humming Bird
It gives you fast and accurate result of your queries
in search engine. It analyzes of each and every word
meaning and gives you the answer.
Google Hummingbird is part of the main Google
search algorithm and was the first major change
to their algorithm since 2001. But what is different
about Hummingbird is that this one is not specifically a spam targeting algorithm,
but instead an algorithm to ensure they are serving the best results for specific
queries. Hummingbird is more about being able to understand search queries
better, particularly with the rise of conversational search.
It is believed that Hummingbird is positively impacting the types of sites that are
providing high-quality content that reads well to the searcher and is providing
answers to the question the searcher is asking, whether it is implied or not.
Hummingbird also impacts long-tailed search queries, similarly to how Rank Brain
is also helping those types of queries. Google wants to ensure that they can
provide high-quality results for the longer queries. For example, instead of
sending a specific question related to a company to the company’s homepage,
Google will try to serve an internal page on the site about that specific topic or
issue instead.
012

2.2.4 Pigeon
Launched on July 24, 2014 for U.S. English results, the
“Pigeon Update” is a new algorithm to provide more
useful, relevant and accurate local search results that
are tied more closely to traditional web search ranking
signals. Google stated that this new algorithm improves
their distance and location ranking parameters.
Hummingbird cannot be optimized for, outside of optimizing for the rise of
conversational search. Longer search queries, such as what we see with voice
search, and the types of queries that searchers tend to do on mobile are often
highlighted with a conversational search. And optimizing for conversational
search is easier than it sounds. Make sure your content is highly readable and
can answer those longer tail queries as well as shorter tail ones.
013

A keyword is a term that is used to match with the query a person enters into a
search engine to find specific information. Most people enter search phrases that
consist of two to five words. Such phrases may be called search phrases/ keyword
phrases/ query phrases, or just keywords. Good keyword phrases are specific and
descriptive.
Types of keyword in SEO:
1. Short tail keyword: 2,3 words per Keyword
For Ex. 1. Hotel in pune
2. Samsung mobile phone
2. Long tail keyword: 3,4 and more
For Ex. 1. Best veg-non veg hotel in pune
2.Samsung mobile phones under 10000 rupees
Best Places to Put Keywords
Here is a list of places where you should try to use your main keywords.
• Keywords in the <title> tag(s).
• Keywords in the <meta name="description">.
• Keywords in <h1> or other headline tags.
• Keywords in alt tags.
• Keywords in the URL or website address.
Keyword Research and competition2.3
014
Tools :
1. Keyword planner (for keyword research)
2. Spyfu and k-meta (for competitor keyword research tool)
3. SEMrush

How To Use Keyword Planner
Step 1: Search Keyword planner tool in Google and click on the first result. (Check Url)
Step 2: Click On Sign in button
2.4
015

Step 4: click on Keyword Planner
Step 3: Sign In using your Gmail account.
016

Step 6: Start with keyword planner.
Step 5: Enter keywords you want to search
017

Step 7: Select specific location where you want to check search location and search
volume city wise or country wise. Or you can select multiple location.
018

On-Page Element
On-page SEO is the practice of optimizing individual web pages in order to rank higher
and earn more relevant traffic in search engines. On-page refers to both the content and
HTML source code of a page that can be optimized, as opposed to off-page SEO which
refers to links and other external signals.
1. URL
2. HEADING TAG <H1>
3. IMAGE
(ALT Tag)
4. CONTEXT
5. INTERNAL & EXTERNAL LINKS
6. FOOTER
URL:
Keyword must be in the url.
Url should be in small letter.
Space & underscores should be replace by hyphen
Heading:
Heading should be in <h1> Heading </h1> this format.
Every page has only one H1 TAG.
Put your main keyword in H1.
On-Page Optimization2.6
022

Image with ALT Tag
ALT Tag is the name of image, image must be used ALT tag for crawler
understanding.
Syntax :
<img src=”image path” height=”500px” width=”600px” alt=”Name of Image”>
Content:
Quality content should be in your website follows by PANDA algorithm.
Links:
Internal and external links should be there in your website.
Given links should be relevant.
Internal Links:
An internal link is a type of hyperlink on a webpage to another page or
resource, such as an image or document, on the same website or domain.
Hyperlinks are considered either "external" or "internal" depending on their
target or destination.
For Example:
<a href="#seealso">Go to the see also section</a>
023

External Links;
External Links are hyperlinks that point at (target) any domain other than the
domain the link exists on (source).
In layman's terms, if another website links to you, this is considered an external
link to your site. Similarly, if you link out to another website, this is also
considered an external link.
Code Sample
<a href="http://www.external-domain.com/">Link Anchor Text</a>
Footer:
• Footer is also an important part of your website for better understanding for
crawler.
• It is also an important part for on page factors.
024

2.7
Meta Title :
HTML meta tags are officially page data tags that lie between the open and closing
head tags in the HTML code of a document.
The text in these tags is not displayed, but passable and tells the browsers (or other
web services) specific information about the page. Simply, it “explains” the page so a
browser can understand it.
Here’s a code example of meta tags:
<head>
<title>Your Meta Title </title>
<meta name="description" content="Awesome Description Here">
</head>
Meta Description:
The meta description is the short paragraph of text placed in the HTML of a webpage
that describes its content. The meta description will then appear under your page’s
URL in the search results. This is also known as a snippet.
For Ex.
Meta Tags Optimization
025

Meta keyword size limit
Meta title 60 to 70 character
600 pxl
Meta Description 120-158 character
Meta Keyword
Upto 255 character (Not Consider By
Google)
026

Copy the following lines of code and insert them between the <HEAD> and
</head> tags in your HTML document. That's it!
027

On-Page Factors
A site map (or sitemap) is a list of pages of a web site. Sitemaps used during the
planning of a Web site by its designers. Human-visible listings, typically
hierarchical, of the pages on a site. Structured listings intended for web crawlers
such as search engines.
• XML sitemap:
A XML(extensible markup language) sitemap protocol is specifically
intended for search engine spiders. At its root, XML is a file that includes all the
behind the scenes activity on a web site. Not just the site’s main URL, but all the
URLs within the site along with the associated metadata. This can include when the
URL was last updated, how important it is, the average frequency changes occur,
the URLs relation to the rest of the site, etc.
• HTML sitemap:
HTML(hypertext markup language) is just a general overview of the site,
just the pages and info a user needs to be concerned with. If you’re on a web site
and you’re looking for the shopping cart or the ‘Contact Us’ page and can’t find it,
you’d go to the sitemap and easily find it there. While this is geared towards the
user, it can also help your search engine ranking because your site is user-friendly
and catering to the site visitor.
Tool:
1. Sitemap generator
2.8.1. Sitemap
2.8
028

How to generate Sitemap
029
Upload Sitemap.xml on your public_html file section.

2.8.2 Canonical tags
The canonical tag is a page level meta tag that is placed in the HTML header of a
webpage. It tells the search engines which URL is the canonical version of the page
being displayed. It's purpose is to keep duplicate content out of the search engine
index while consolidating your page’s strength into one ‘canonical’ page.
Example:
Multiple Url pointing to same content caused Duplicate issues. For ex.
Following three url having same content to solve this issue we use canonical tag
• www.digitaltrainee.com/Index
• http://www.digitaltrainee.com
• digitaltrainee.com
So in this case we write following code in our head section to the crawler
understanding that this different url indicating the same page.
<Link rel= “Canonical” href=http://www.digitaltrainee.com”/>
Finalize the url to understand Google crawler that the my actual website name
is “http://www.digitaltrainee.com”.
030

2.8.3 Redirection:
A redirect is a way to send both users and search engines to a different URL from
the one they originally requested. Below are descriptions of some of the
commonly used types of redirects.
301 Redirect
301 (Permanent Redirect) should be used to clearly indicate a permanently
moved page and to avoid confusing search engines.
302 Redirect
A 302 (Temporary Redirect) Temporary Redirect one Url to another Url.
Tools:
• 301 and 302 Redirect generator tool
031

2.8.4 SSL (Secure Socket Layer)
SSL layer is used to boost ranking of your website.
SSL Stands for “Secure Socket Layer”. It is the industry standard for web security
technology and is accepted globally. As the name suggests, SSL establishes an
encrypted link between the web server and the browser.
Why do you need it?
The answer is really simple. If your site is taking data from the user or sending
him important data, then your site should implement SSL. With this benchmark in
mind, most of the websites on the internet should implement SSL. This is because
most websites today have login capabilities or at the least accept user email for
newsletter subscription.
032

2.8.5 Domain Name In Seo
What are domains?
Domain names are the unique, human-readable Internet addresses of websites. They
are made up of three parts: a top-level domain (sometimes called an extension or
domain suffix), a domain name (or IP address), and an optional subdomain. The
combination of only the domain name and top-level domain is known as a "root
domain." The "http://" is part of a page's URL but not its domain name and is known as
the "protocol.“
2.8.6 SEO Analysis & Website Speed Analysis Tools
• Pingdom tool
• GTmatrix
• Google Page Insight
• SEO Optimer
• Woorank
• SEO site Checkup
• Onpage.org
2.8.7 Robots.txt
The robots exclusion standard, also known as the robots exclusion protocol or simply
robots.txt, is a standard used by websites to communicate with web crawlers and other
web robots. The standard specifies how to inform the web robot about which areas of
the website should not be processed or scanned.
For Ex.
User-Agent: *
Disallow: /file name
033

Introduction To Webmaster Tool
• Complete website performance
• Webmaster issues
• Google index status
• Crawling status
• Crawling error etc.
How to verify ownership
• Search Google webmaster tool
• Sign in with your Gmail
• Add your website and add property
• Verify ownership by using five methods
• Html file upload
• Html tag
• DNP (Domain name provider)
• Google analytics
• Google tag manager
Google webmaster tool
• Search appearance
• Search traffic
• Google index
• Crawl
• Security issue
Google Search Console2.9
034

To access the new Search Console, log into your GSC account, then click on “Try
the new Search Console”.
And you’ll see the new GSC in all its glory
New Google Search Console
035

Grab the sitemap URL. Then, hit the “Sitemaps” button.
Paste in your URL and Click “Submit
And That’s it.
Use The New “Index Coverage” Report To Find
(And Fix) Problems With Indexing
036

If everything on your website is setup right, Google will:
a) Find your page and
b) Quickly add it to their index
But sometimes, things go wrong.
Things you NEED to fix if you want Google to index all of your pages.
And that’s where the Index Coverage report comes in.
037
What is Index Coverage Report?
The Index Coverage report lets you know which pages from your site are in
Google’s index. It also lets you know about technical issues that prevent pages
from getting indexed.
How to Find Errors With The Index Coverage Report
At the top of the Index Coverage report we’ve got 4 tabs:
1. Error
2. Valid with warnings
3. Valid
4. Excluded

038
What Is The Performance Report?
The “Performance” report in Google Search Console shows you your site’s overall
search performance in Google. This report not only shows you how many clicks you
get, but also lets you know your CTR and average ranking position.
And this new Performance Report replaces the “Search Analytics” report in the old
Search Console (and the old Google Webmaster Tools).

039
Yes, a lot of the data is the same as the old “Search Analytics” report. But you can now do
cool stuff with the data you get (like filter to only show AMP results).
But my favorite addition to the new version is this:
In the old Search Analytics report you could only see search data from the last 90 days.
We get 16 MONTHS of data: 0

040
Compare your CTR on Desktop And Mobile
The new Performance report lets you easily compare mobile and desktop CTR.
Here’s How:
Fire up the Peroformance report. Then, hit ‘New+’ to add a new filter, and select
‘Devices”
Click the compare tab on the popup, select “desktop vs Mobile, and hit apply…

041
You’ll get a list of queries, with separate stats for mobile and desktop

Mobile Usability
“Mobile Usability” report tells you if mobile users have trouble using your site.
042

Links
Here you can see the top 1,000 pages on your site sorted by the number of internal
links to those pages. If you have a small number of pages on your site, you can reverse
the sort order by clicking on the Links header.
Any pages that show zero internal links have been orphaned and should either be
linked to from somewhere on your site, or redirected to an appropriate page if
they’re old legacy pages. Also,
This section identifies the domains that link to you the most, along with your most
linked-
to content. While you most likely won’t see every link that Google’s found for
your site, you will see more than if you went to google.com and performed a search
for “link:yoursite.com.”
043

2.11
2.11.1 Link Building
"In general, webmasters can improve the rank of their sites by increasing the number
of high-quality sites that link to their pages.“
Link building is the SEO practice of obtaining links from external websites to your own
to improve both direct referrals (i.e., people clicking on the links), and search engine
ranking. Link building is all about increasing your site link popularity.
Website Crawler goes to a site again and again whose ranking in a search engine is
high. You can verify this fact by putting your site on a high-rank site. If your site link is
available on a high-rank website, then you have 99.99% chances that your site is
indexed within 24Hrs.
Off-Page Optimization
044

Do Follow Versus No follow
• Do Follow
Dofollow Link is a hyperlink that is able to tell all search engines to pass along its
page to an outbound link.
Example of Nofollow Link:
<a href=”http://www.google.com/” rel=”nofollow”>Google</a>
• No Follow
Nofollow Link is exactly the opposite. It is a hyperlink that removes the ability to
pass on its page rank status to other site.
Example of Dofollow Link:
<a href=”http://www.google.com/”>Google</a>
045

2.12.1 Page Authority
What is Page Authority?
Page Authority (PA) is a score developed by Moz that predicts how well a specific
page will rank on search engine result pages (SERP). Page Authority scores range
from one to 100, with higher scores corresponding to a greater ability to rank.
How is Page Authority scored?
We score Page Authority on a 100-point logarithmic scale. Thus, it's significantly
easier to grow your score from 20 to 30 than it is to grow from 70 to 80. We constantly
update the algorithm used to calculate Page Authority, so you may see your score
fluctuate from time to time.
What is a "good" Page Authority?
Because of how Page Authority is calculated (see "Technical definition of Page
Authority" below), it's best used as a comparative metric (rather than an absolute,
concrete score) when doing research in the search results and determining which
pages may have more powerful or important link profiles than others. Because it's a
comparative tool, there isn't necessarily a "good" or "bad" Page Authority score.
Page Authority vs. Domain Authority
Whereas Page Authority measures the predictive ranking strength of a single page,
Domain Authority measures the strength of entire domains or subdomains. The
metrics are, however, calculated using the same methodology — so in many ways,
they're more alike than they are different.
PA/DA2.12
046

2.12.2 What is domain Authority?
Domain authority is a measure of the power of a domain name and is
one of many search engine ranking factors. Domain authority is based
on three factors: Domain Age, Popularity, and Size.
SEO gurus Moz can be credited with the metric known as DA or domain
authority. Moz’s own search algorithm gauges the quality of any given
site based on a huge complex combination of factors including onsite
and offsite, taking into account things such as diversity of Back linking
domains to come up with a score between 0 and 100. A brand new site,
for example, will have 0 whereas a very high authority site might have
80/100. Domain Authority gives those working in the field of online
marketing a useful metric by which to consider the apparent quality of
any site.
Where can you Find Domain Authority?
Domain Authority metrics are incorporated into dozens of SEO and
online marketing platforms across the web.
Tools:
1. PA/DA Checker
047

Simple link building tips
1. Ask for backlinks
2. Build relationships
4. Start a blog
5. List your site in trustworthy sites
6. Write a good guest post
7. Discover competitors' common backlinks
8. Get an indirect backlink from your competitor
9. Recover your dead backlinks
2.12.3 Link Building Guidelines
Any links intended to manipulate PageRank or a site's ranking in Google search
results may be considered part of a link scheme and a violation of
Google’s Webmaster Guidelines. This includes any behavior that manipulates links
to your site or outgoing links from your site.
The following are examples of link schemes which can negatively impact a site's
ranking in search results:
• Buying or selling links that pass PageRank. This includes exchanging money for
links, or posts that contain links; exchanging goods or services for links; or
sending someone a “free” product in exchange for them writing about it and
including a link
• Excessive link exchanges ("Link to me and I'll link to you") or partner pages
exclusively for the sake of cross-linking
• Large-scale article marketing or guest posting campaigns with keyword-rich
anchor text links
• Using automated programs or services to create links to your site
048

Additionally, creating links that weren’t editorially placed or vouched for by the
site’s owner on a page, otherwise known as unnatural links, can be considered a
violation of our guidelines. Here are a few common examples of unnatural links that
may violate our guidelines:
• Text advertisements that pass PageRank
• Advertorials or native advertising where payment is received for articles that
include links that pass PageRank
• Links with optimized anchor text in articles or press releases distributed on
other sites.
For example:
There are many wedding rings on the market. If you want to have a wedding, you
will have to pick the best ring. You will also need to buy flowers and a wedding
dress.
• Low-quality directory or bookmark site links
• Keyword-rich, hidden or low-quality links embedded in widgets that are
distributed across various sites,
for example:
Visitors to this page: 1,472
car insurance
• Widely distributed links in the footers or templates of various sites
• Forum comments with optimized links in the post or signature,
for example:
Thanks, that’s great info!
- Paul
paul’s pizza san diego pizza best pizza san diego
049

2.12.4 Link Building Activity Platforms :
• Social Bookmarking
• Document Sharing
1. PPT Submission
2. PDF submission
• Image Sharing
1. Info graphic Submission
• Video Sharing
• Article Submission
• Press Release Submission
• Business Listing
• Classified Ad Submission
• Guest Posting
• Forum Posting
• Blog Commenting
• Q & A Submission
050

2.13
Importance Of Local Seo
Local SEO is an effective way to market your business online. It helps businesses
promote their products and services to local customers at the exact time they’re
looking for a local business. Local SEO uses a variety of strategies.
Getting your site ranked on search engines like Google, business directories such as
Yelp, Super pages, Foursquare, Yellow book, Google My Business listing, Bing Places
for Business page, localized content on your website, online reviews and other
strategies.
Millions of customers use local search every day to find the best local businesses in
their area. You can help increase your chances of getting found by these potential
customers through Local SEO.
Submission To Google My Business
Adding or Claiming Your Business on Google My Business
• Go to Google My Business. Click “Get on Google”
• Enter Your Business Name and Address in the Search Box.
• Select or Add Your Business. Click on your business listing if it appears among the
suggested matches.
• Verify Your Business.
• Confirm your Business.
Local SEO
051

Local Seo Ranking Signals & Local Seo Negative Signals
Local Ranking Factors
Localized Organic Ranking Factors
1. My Business
Signals (Proximity, categories,
keyword in business title,
etc.) 19%
1. My Business Signals (Proximity,
categories, keyword in business title,
etc.) 7%
2. Link Signals (Inbound anchor
text, linking domain authority,
linking domain quantity,
etc.) 17%
2. Link Signals (Inbound anchor text,
linking domain authority, linking
domain quantity, etc.) 29%
3. On-Page Signals (Presence of
NAP, keywords in titles, domain
authority, etc.) 14%
3. On-Page Signals (Presence of NAP,
keywords in titles, domain authority,
etc.) 24%
4. Citation
Signals (IYP/aggregator NAP
consistency, citation volume,
etc.) 13%
4. Citation Signals (IYP/aggregator NAP
consistency, citation volume, etc.) 8%
5. Review Signals (Review
quantity, review velocity, review
diversity, etc.) 13%
5. Review Signals (Review quantity,
review velocity, review diversity,
etc.) 7%
6. Behavioral Signals (Click-
through rate, mobile clicks to
call, check-ins, etc.) 10%
6. Behavioral Signals (Click-through
rate, mobile clicks to call, check-ins,
etc.) 11%
7. Personalization 10% 7. Personalization 9%
8. Social Signals (Google
engagement, Facebook
engagement, Twitter
engagement, etc.) 4%
8. Social Signals (Google engagement,
Facebook engagement, Twitter
engagement, etc.) 4%
052

Citations And Local Submission
A local citation is any mention of your business on the web; it is any combination
of your company name, phone number, address, zip or postal code, and website
address. Citations in SEO are a key factor in improving your local search results.
Local citations come in various forms, for example:
• Company name.
• Company name & phone number.
• Company name, phone number, & address.
• Company name, phone number, address, & website.
• Company name, & website.
• Company phone number.
And so on.
053

4.9.8
1. Search “Google My Business” on Google search engine
2. You will be taken to below shown window. Now click on
“START NOW “
Links
Step By Step Implementation Of
Local SEO
054

3. Give your “Business name”
4. Give your “Business Location”
055

5. Now locate your Business on “Google Map”.
6. Choose your “Business Category”
056

7. Give your “Contact Details”
8. Finish and Verify the Business
057

9. Now enter a contact name so that you will receive a
verification code from Google within 12 working days.
058

10. Once you receive verification code then again login to Google My Business and
go to Verify location.
059

10. Enter the 5 Digit verification code that you have received through Google.
Your Business is all set and will be visible to users on local SEO
060

1. KEYWORDS RESEARCH AND SELECTION
Well-researched keywords are the foundation of any successful SEO campaign.
Moreover, choosing your keywords wisely is half the battle won in accelerating your
website to the top of Search Engines. Our Experts, will use a combination of keyword
tools and compile a list of well-targeted terms and phrases that best describe your
business, to help you choose your most important keywords for effective optimization.
2. COMPETITOR ANALYSIS
Know who you are losing your audience to and why! We will provide you a complete
report on how your competitors (those that rank for your chosen keywords) are faring
on the search engines, and why they are ranking better than you. Based on these
findings, our experts will devise an effective SEO strategy for your website so that you
can outrank your competition over time.
3. TITLE AND METATAGS
Search spiders crawl and display the contents of the Title and Meta tags of your
website in return for a related search query. Hence, these tags serve a two-pronged
strategy:
• Wise use of the correct keywords in these tags will earn the favor of search
engines.
• The contents of these tags are displayed to users and are thus important to
convey a crisp and compelling message to encourage click to your website.
We will optimize these tags in a manner that will satisfy both the above goals, and help
you garner greater traffic from the search engines.
Seo Task For Any Projects
062

4. HTML CODE CLEANUP AND OPTIMIZATION
We will ensure an error-free html code so that your website functions smoothly with
impeccable internal linking and optimum structuring. This goes a long way in helping
the search spiders crawl your website effectively.
5. IMAGE AND HYPERLINK OPTIMIZATION
While search spiders are blind to images, they can pick up the Alt text attached to
pictures on your website. Hence, in order to appeal to the spiders, all images and
internal links will be renamed to include your crucial keywords to ensure better
indexing.
6. CUSTOMIZED 404 PAGES
While users may encounter a “Not Found” 404 error page due to outdated links, mis-
spelt URLs, or dysfunctional internal links. We will ensure that their experience of your
website is nevertheless maintained by customizing your error pages to display
appropriate content and thus avoiding driving away valuable visitors.
7. ROBOTS.TXT OPTIMIZATION
Our experts can guide the crawling of search spiders by creating a robots.txt file which
explicitly allows or disallows crawling and indexing of certain pages on your website
that may be under construction, have sensitive data, or are not meant for public display.
8. SEARCH ENGINE FRIENDLY URL CREATION
URLs of all web pages and articles will be well-defined and optimized with strategic
keywords to appeal to search engines by better matching users’ search terms. This not
only increases the relevancy of your website to a particular search term, but also helps
route traffic directly to Webpages that best serves users’ needs, thereby boosting sales.
063

9. WEBSITE COPY OPTIMIZATION
Better rankings are a function of better content. Our experts will optimize the
content of your website, in order to place your keywords strategically and
highlight them through the use of heading tags and strong tags.
10.GOOGLE, YAHOO! AND BING SITEMAP CREATION
To ensure better ‘index ability’ of your website, our experts will create a search
engine friendly sitemap. These sitemaps explain the structure of your website and
will ensure that no relevant page misses the attention of the search bots.
11.BUILDING BACKLINKS (across 6 months)
Search Engines recognize quality and attach a relevance score to your website on
the basis of the number of incoming links from other related web portals. Hence,
every backlink acts as a vote to the relevancy of your website to a particular
search term. Our experts will build these valuable backlinks from similar-themed
and high quality websites to ensure that you raise on the search engines through
an increasing number of incoming votes.
12.MANUAL SUBMISSIONS TO FREE WEB DIRECTORIES (across 6 months)
Search bots crawl web directories to find websites matching a search term. Our
experts will manually submit your website to hundreds of these directories,
which will not only serve as a backlink, but will also ensure better index ability by
search spiders. These submissions will include your most important keywords
and thus further your SEO objectives.
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13. MANUAL SUBMISSIONS TO PREMIUM PAID DIRECTORIES
Our experts will also hand-submit your website to premium paid directories like
Yahoo! and Business.com that count as valuable sources for search bots to find
relevant, high quality websites.
14.ARTICLE WRITING AND SUBMISSIONS (across 6 months)
Our copywriters will write keyword-rich articles that carry valuable information
about your business and submit them to hundreds of article directories every month.
Each submission will carry your URL and thus link back to your website. This not only
contributes in building your link base, but also serves as a source of meaningful traffic
to your website.
15.PRESS RELEASE WRITING AND SUBMISSIONS (across 6 months)
Frequent touch points with your audience go a long way in fostering brand value and
generating brand recall. Keep your audience abreast with the latest happenings in
your company through Press Releases written by our in-house writers. Well optimized
Press Releases not only help you grab search engine prominence, but also act as
backlinks.
16. CREATING SOCIAL MEDIA PROFILES (across 6 months)
With social networking sites such as Facebook and Twitter, becoming the hub of all
internet activity, creating Social Media profiles helps you connect with your target
audience through popular and well-visited media. Also, with changes in search
algorithms, Twitter and Facebook feeds are prominently displayed in return for search
queries. Our experts will create your profiles on the most popular portals to afford you
valuable Google real estate.
065

17. SOCIAL BOOKMARKING (across 6 months)
Our Experts will bookmark your web pages with popular sites like Digg,
StumbleUpon, del.icio.us etc. and tag them with relevant keywords in order to up
your popularity quotient. As search bots increasingly pull out well-viewed and
favorite webpage’s from these sites, it helps garner backlinks, gain better visibility
and attract more traffic.
18. FORUM/BLOG COMMENTS (across 6 months)
Our experts will comment on related blogs and appropriate threads on forums, to
generate awareness about your company and how it addresses the needs of the
readers. Moreover, each comment will include your web address and link back to
your website, hence not only bringing more qualified traffic straight away, but also
boosting your ranking on the search engines through an increasing number of
backlinks.
19. PRESENTATION SUBMISSIONS (across 6 months)
Our team will submit your company presentations to popular slide sharing
networks to increase your company mentions across the internet and project you as
an authority in your business.
20. VIDEO SUBMISSIONS (across 6 months)
Videos have become an integral part of search results, featuring third or fourth on
Google results (SERPs). Hence, to capitalize on the changes in the Google algorithm,
our experts will submit your videos to key video-sharing sites so that they are
pulled out and displayed every time a relevant search term is entered. Thus you
garner valuable backlinks and attract instant, quality traffic.
066

21. PHOTO SHARING (across 6 months)
With changes in the Google landscape, images have become a natural part of first
page Google results. Our experts will submit your photos every month to make
sure that they are included in every popular photo-sharing portal, thus ensuring
that your company is referenced at a prominent spot on search engines.
22. REPUTATION OPTIMIZATION
Negative comments cropping up on the first page of search results can drive away
valuable traffic and harm your brand. Our experts will help protect your
reputation by pushing negative information about your company lower down in
search results, thus
ensuring that your reputation is insulated from negative publicity and not
tarnished by ill-meaning competitors or frivolous complaints.
23. LOCAL SEARCH ENGINE SUBMISSION
Our experts can effectively optimize your website to help you gain prominence on
local search engines and thus establish you as a top quality and much-favoured
provider of your products and services in your town or vicinity.
067

24. Schema INTEGRATION
Schema Code is a micro format meant for easy display of contact details of people,
companies and places, so that any parsing tool can extract these details easily and
showcase them on search engines, especially the local ones. Google Listings and
Google maps use these as a source to pick up contact details and display them
prominently on search engines.
25. UPDATING PAGES FOR LOCAL SEARCH
Our experts will improve your local rankings by infusing relevant local keywords
in your website copy, internal links, titles, headings etc. so that you feature in top
spots of local search engines.
26. GOOGLE ANALYTICS SET UP AND INTEGRATION
With the main purpose of SEO being to attract greater and better quality traffic to
your website, our experts will integrate Google Analytics and help you track your
best performing keywords, main sources of traffic and the increase in visitors to
your website.
27. GOOGLE ANALYTICS FUNNEL CREATION AND GOAL SETTING
Our experts will put in place advanced analytics settings that will help you
monitor how many visitors that came through search engines and other
websites, converted to a sale by purchasing one or more of your products.
Consequently, this will help you measure your ROI and calculate your profits. As
your SEO strategy begins to take effect, your cost per customer acquisition will
gradually decline with the same monthly investment, thus making our services
more cost effective over time.
068

28. GOOGLE WEBMASTER TOOLS SET UP AND MONITORING
Setting up Webmaster Tools is a best practice prescribed by Google and Bing. It
affords better visibility on the search engines and allows monitoring of
incoming links as well as facilitates quick diagnosis of any problems.
29. SEARCH ENGINE RANKING REPORT
30. DIRECTORY SUBMISSION REPORT
31. ARTICLE AND PRESS RELEASE SUBMISSION REPORT
32. LINK-BUILDING REPORT
33. TRAFFIC REPORT
31. ACTIVITY REPORT
069

Google Ads
070
3. Google Ads 071
3.1 Basic Parameters 070
3.1.1 Cost Per Click (CPC) 071
3.1.2 Cost Per Thousand Impression (CPM) 071
3.1.3 Cost Per Acquisition(CPA) 071
3.1.4 Click Through Rate (CTR) 072
3.1.5 Conversion Rate (CR) 072
3.1.6 Return On Investment (ROI) 072
3.1.7 Quality Score 073
3.2 Search Campaign 076
3.3 Display Campaign 084
3.4 Video Campaign 090
3.5 Universal Campaign 101
3.6 Shopping Campaign 103
3.7 Remarketing 107
3.8 Conversion 107
Shopping Campaign Videos 108

3.1 Basic parameter
3.1.1 CPC- Cost Per Click
It is a great tool for understanding the basic costs of a campaign at a basic level.
Most business owners have an idea of how much they are willing to pay for a lead
and this simple calculation gives them a figure to work with.
Formulae:
Total Spend / Total Number Of Clicks
3.1.2 CPM-Cost Per Thousand Impression
CPM stands for 'cost-per mille' but is more commonly known as 'cost-per-thousand
impressions'. This metric allows us to understand how much it costs to get an
advert in front of the eyes of the people the campaign is targeted at.
Formulae:
(Total Spend / Total Number Of Impressions) x 1000
3.1.3 CPA-Cost Per Acquisition
Cost Per Acquisition is a metric that all marketers should find insatiably useful. It
examines the relationship between total advertising spend and the number of
conversions the account achieves.
Formulae:
Total Spend / Total Conversions
Ch. No. 3 Google Ads
071

3.1.4 CTR-Click Through Rate
A simple but hugely important calculation, 'click-through rate' allows us to understand
licking on an advert in relation to how many times it is being shown.
Formulae:
Total Clicks / Total Impressions
3.1.5 CR-Conversion Rate
Conversion rate helps us understand how often an ad click results in a desiredaction
Number of conversion/ Total no. of ad clicks
Means 10/100*100 = 10% Clicks
1000 People
View website
1
2
3
10 CONVERT
100 Clicks
3.1.6 ROI-Return On Investment
Return On Investment (ROI) is the holy grail of all the marketing metrics. ROI allows
us to understand how much benefit a business is getting from a specific ad campaign.
It looks at the fundamental building blocks of a basic sale, taking into account total
revenue and incurred costs.
Formulae:
(Revenue - Cost) / Investment Cost X 100 (for %)
072

3.1.7. QS-Quality Score
Quality score is always be 1 to 10 score. This is very important in paid
marketing.
Parameter for Good quality Score;
• Quality of your landing page
• Keyword relevancy in Ad copy.
• Past CTR must be high.
How Ads Works
Max CPC QS Ad Rank Actual CPC
Flipkart 10 10 100 7.6
Amazon 15 5 75 12.1
Jobong 2 3 60 16.40
Snapdeal 25 2 50 No competitor
Add Rank = CPC * QA
Actual CPC = immediate competitor ad rank + 0.01
Your QS
073

Google Networks
• Search Network- Search engine, Google map
• Display Network- Google AdSense, partner sites, Gmail, Google finance etc
• Video Network- YouTube
There are Six types of Network campaign;
• Search Campaign Network
• Display campaign Network
• Shopping Campaign
• Video Campaign
• Universal App Campaign
Campaign
Ad group
Ad Copy
Ad group
Ad group
Ad group
Ad Copy
Ad Copy
Ad Copy
Ad Copy
Ad Copy
Ad Copy
Ad Copy
10,000
Campaigns
20,000
Ad group
50 Text Ads
074

Different types of ad copy:
• Text ad
• Dynamic ads
• Mobile app install
• Mobile app engagement
There are two types of bidding:
• Automated
This is the easiest way to bid. Set a daily budget and let Ads adjust your CPC bids
to bring you the most clicks possible within that budget.
• Manual
Take full control of your CPC bids. Manual bidding lets you set bids at the ad group
level, or for individual keywords or ad placements, so you know you're bidding just
what you want for the clicks that mean the most to you.
Limits for creating adds
Heading 1 30 char
Heading 2
Heading 3
30 char
30 char
Final url 2048
Path 1 15
Path 2 15
Description 1
Description 2
90 char
90 char
075

3.2
1. Click On New Camp
3. Select Campaign Type
Google Ads Search Campaign
076

4. Select Objective
5. Create Your Camp. Goal And Conti.
6. Give Campaign Name And Select Network
077

7. Select Location And Language
8. Add Budget
9. Select Bidding Type And Start End Date
078

10. Add Exaltations And Save And Cont.
11. Give Ad Gp Name Set Default Bid Give Keywords And Save And Cont
12. Click On New Add
079

13. Give Final Url Headline And All
14. Click On Conti. To Camp
15. Select The Ad Gp
080

16. Click On Keyword
17. Select The Type Of Keyword
081

Steps of Ads Campaign
(Search Network)
082

1. click on create campaign and select new campaign
2. Select display camp
3. select obj. (brand awareness and reach)
Google Ads Display Campaign3.3
084

4. select goal and country
5. give camp name location and language
6. select bidding and budget
7. give ad group name
085

8. Select Audience
9. Select Bid Amount
10. Click On New Ad
086

11. Give Ad Name Headline URL And All
087

Steps of Ads Campaign
(Display Network)
088

3.4
1. Click On New Campaign
2. Select Video
Video YouTube Campaign
Now You Give campaign name
090

3. Select Objective
4. Select Campaign Subtype
5. Give Campaign Name And Budget
091

6. Select Networks
7. Select Language
8. Select Location
9. Select-bidding Strategy
092

10. Select Devices And Frequency Capping
11. Give Ad Group And Bidding
12. Select Audience Demographic
093

13. Select Audience
14. Give Keyword
15. Select Placement
094

16. Select Your Video On You Tube
17select ad format
17. Select Ad Format
095

Steps of Ads Campaign (Video
Network)
097

1. Click On Create New Campaign
2. Select Universal App
3.5
3. Select Mobile App Platform
Google Ads
Universal App Campaign
098

4. Select Mobile App And Continue
5. Give Camp Name
6. Give Ad Set Like Description, Image, Video
7. Select Location And Language
099

8. Select Camp. Optimization
9. Enter Budget And Bidding
10. Enter Start And End Date And Location
100

Google Ads Shopping Campaign3.6
1. Create new campaign
2. Select objective
3. Give a name to your campaign
101

4. Select campaign type
5. Bid Setting
102

Google Ads Shopping Campaign
1) If you want to create a shopping campaign then first you have
To create an account on ‘Google Merchant’.
• Google Merchant is a warehouse in which all of your products
Are saved.
2) So, First you have to create Google Merchant account which
Include following two steps
i. Create your account
ii. Verify & claim your site
To create your merchant account type google.com/ merchants
Fill all the information like business country , name of store,
website name, contact details etc.
Note: Your store name will be displayed on Google. i.e. in front of your
Product so be sure it matches the name on your website.
Note: There is an email address option in contact details & it is
Tied to your site verification.
Note: When you enter the website name enter the prefix http/https
Otherwise, you get the error message later on.
• Click on continue
• Accept the terms & condition
• Click on Finish
103

3) Verify & Claim
In Google Merchant dashboard, Click on business information
In Business info click on website
There are some option to verify an account select one option
& click on confirm successful upload by visiting
Click on verified & click on verify & claim unclaimed to claim
your website.
This is how you successfully create Google merchant account.
Now you have to add the products.
i) Set up your data feed
ii) Add products.
i) Set up your data feed:-
Google spreadsheet to upload your product info everything
will get submitted to merchant center automatically.
Again in Google merchants dashboard click on ‘Product’
Click on the plus data feed button.
Select the country & make sure you pick the correct language.
Click on continue.
4) Then you have 4 options.
• Google sheets – update your product in Google sheet &
automatically update
• Schedule fetch – Fetch the data from website & update
automatically.
• Upload
• Content API
104

Click on continue.
Click on save.
ii) Add Products:-
Select the spreadsheet which appear in your dashboard
feed section.
Note:- Don’t change the column headers otherwise your
feed will get rejected.
For eg. Columns like price , availability, condition etc.
105

How to create shopping campaign:-
1) Link your accounts.
2) Create your campaign.
3) Confirm your billing information.
Merchant Center Ads
i. Link your account.
ii. Login to Merchants center.
iii. Click on ( ) (triple dots) on right side.
iv. Click on account linking.
v. Click on link account.
Create the shopping campaign.
Note:- You can create shopping campaign in Google Merchants
also which is easy.
If you want to run the shopping campaign then there
are few steps :-
1) Create Google Merchants account.
i. Create your account.
ii. Verify & claim.
2) To add the product or feed the data .
i. Set up your data feed (spread Sheet or content API)
ii. Add product.
3) Link your Ads account & Google Merchant account.
4) Run the shopping campaign.
106

3.7 Remarketing :
Remarketing is a clever way to connect with visitors to your website who may not have
made an immediate purchase or enquiry. It allows you to position targeted ads in front of
a defined audience that had previously visited your website - as they browse elsewhere
around the internet.
3.8 Conversion
Conversion tracking is a powerful tool in Ads that lets you identify how well your
ad campaign is generating leads, sales, downloads, email sign-ups, and other key
actions for your business.
The last page visit is known as conversion
Types of conversion
• Website [ track, purchase, form submission etc.]
• App [track, app, download]
• Phone calls [ track calls ]
107

1) Guide to Google Shopping : Set up your Merchant Center account
2) Guide to Google Shopping: Upload your products with a data feed :
108

Social Media
MARKETING
109
4. Social Media Marketing 110
4.1 Social Media Optimization 112
4.2 Facebook Marketing 115
4.3 Facebook Advertising 117
4.4 Facebook Campaign Step By Step 119
4.5 Twitter Marketing 131
4.5.1 Twitter Paid Campaign 137
4.6 LinkedIn Marketing 143
4.7 Email Marketing 161

Introduction to social media marketing
Social Media Marketing
Social Media is a platform that lets us participate in social networking. We can share
our posts on various social media platforms to improve business visibility. Today it
is the best source for news updates, marketing, education, and Entertainment.
Importance of Social Media
The importance of social media is unbeatable. It is a powerful channel of marketing
Business owners can improve search rankings, leads, sales, and traffic using search
media. This can be done at reduced marketing expenses. Besides business, it is a
cool platform to connect with friends and dear ones.
A game changer for any business it provides us the flexibility to communicate at
both personal as well as business levels. Business owners can improve search
rankings, leads, sales, and traffic using search media. This can be done at reduced
marketing expenses. Besides business, it is a cool platform to connect with friends
and dear ones.
Social Media MarketingCh. No. 4
110

Business Profile Creation on Social Media
• Social Media Marketing can help you in branding your business. It helps you
increase your public profile as well. All you need is to Choose right Social Media
Channel for your business.
• Finalize a social content strategy.
• Make a strong content strategy.
• Participate in good conversation with your customers to let them feel more
connected.
• Keep track of all key metrics like potential reach, conversation share, links, etc.
111

4.1
SMO Strategy for Business
A wisely implemented Social Media Optimization (SMO) strategy can give a great
boost to your business. To draw maximum benefit out of Social Media, you need to
set clear and well-defined business goals and objectives.
The following points are the backbone of any well-laid SMO strategy:
 Set measurable and achievable goals.
 Know you customers.
 Do Research market and trends.
 Explore more social networking platforms. Reflect your presence on all.
 Choose core topics related to your business. Use them in content.
 Set Social Engagement parameters.
 Plan your resource use.
 Track your results.
Social Media Optimization
112

Ad formats
SMO –Key Concepts
 Aim for building reputation by depicting yourself as a trusted source or business.
 Encourage more engagement and sharing.
 Be an authorized name in your industry.
 Gear up originality.
 Keep it social.
 Master over your media platforms.
 Optimize every single point that hinders your efforts.
Business Profile Creation
Create an impactful Business profile. Add a well-defined persona and proficiency
statement of your business.
 Study competitors’ business profile, Analyze their strong points, and add them to
yours.
 Add prominent features of your business that makes it stand out among others.
 Include the milestones achieved by your company.
 Add address and other details.
 Include data and statistics.
 List your renowned vendors.
 Add some keywords to it to get noticed by the web crawler.
Brand Awareness
Brand awareness is a degree to which your brand name is known. Brand name
solidifies customers’ trust. So, it is important that your brand name overshadows
your products. Promoting the brand name helps your business grow and get over
obsolete business state. Social Media Marketing can help you in branding your
business. It helps you
113

Increase your public profile as well. All you need is to
 Choose right Social Media Channel for your business.
 Finalize a social content strategy.
 Make a strong content strategy.
 Participate in good conversation with your customers to let them feel more
connected.
 Keep track of all key metrics like potential reach, conversation share, links ,etc.
Social Media Marketing At Marketing Land
Marketing Land is the sister site to Search Engine Land that covers all facets of
internet marketing, including these popular topics within social media marketing:
• Facebook
• Instagram
• Twitter
• Pinterest
• LinkedIn
• Google+
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Introduction to Facebook marketing
Facebook is a social networking service provider. It lets you invite and connect
with friends, send messages and pictures, like and comment or share them.
Facebook has seen outstanding growth since its inception and is poised to
maintain its dominance in social networking.
How to Create a Fan Page?
A Facebook fan page is an amazing way to promote your business, build awareness
for a cause, and gather support for your brand. If you would like to create a fan
page, follow these easy steps:
• Log in to your Facebook account.
• Click on the settings on the top right-hand corner of your page.
• Click on create page.
• Click on the type of page you would like to create.
• Fill in all the information required.
• Click on "get started".
• Upload a profile picture and click on save photo.
• Complete the 'about' section and click 'save info'.
• Now decide whether you want to enable ads or skip (it will be payable if you
enable).
4.2 Facebook Marketing
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Facebook Profiles
Facebook Profiles are for people and they are generally meant for personal use only. A
Facebook profile is an account that is allocated against an individual, who can use it to
network with friends and colleagues, and share information with them. It is designed to
be a unique profile on the Facebook network for that one individual, and it is not meant
to be used to represent a company, an organization, or a fictional character.
Facebook Places
Facebook Places enable people to provide real-time update of where they are and
what they are doing when they are on the move. It also enables its users to take
advantage of unexpected coincidences such as discovering that they are at some
concert as their friends. Users can check in when they arrive at a location, and see
whether their friends are nearby. The best part about Facebook places is that it will
more or less maintain itself once it has been created. Facebook users do have the
ability to 'like' the Facebook places as well, so encourage visitors to press the 'like'
button after they check in.
Facebook Groups
Facebook Groups are the places for small group communication where users can
share their common interests and express their opinion. Groups allow people to come
together around a common cause. Groups are for discussing issues and
share related content. When we create a group, we can decide whether to make it
publicly available for anyone to join, require administrator approval for members to
join, or keep it private and by invitation only. Groups range widely – from light-
hearted themes to organizing activities to serious topics such as politics and world
events.
Grow Your Business with Facebook
Facebook is fast becoming a powerhouse of marketing activity due to the sheer
number of engaging users on the site and the simplicity of connecting with them
directly.
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What are Adverts?
Adverts on Facebook are unique. They are shown to specific groups of highly engaged
people. If your adverts have a great creative content and are well targeted, they get
more likes, comments, and shares. When we boost our page posts or expand the
audience for the adverts, more people will see them when they visit Facebook.
Facebook ads allow us to promote our business, get more fans to our business page,
and drive more leads for our sales team. Facebook ads allow us to advertise a website
or content that we manage on Facebook (like a group, page, or event)
To create an ad, go to: http://www.facebook.com/advertising And click "create an ad".
How to Create a Campaign?
With targeted ads, stories, and wall posts, a successful campaign can be a powerful tool
in our advertising arsenal. When running a Facebook campaign, we can draw on several
Facebook components such as wall posts, Facebook ads, sponsored marketing, unique
page tabs, etc. We can break down reports by campaign and also easily start/stop all ad
sets within that campaign.
Campaigns correspond to each of our advertising objectives, like building brand
awareness or driving web traffic. They are designed to help optimize and measure our
results for each objective across multiple ad sites and ads. Each campaign can feature
multiple ad sets, each of which has its own budget and schedule. We can also organize
each ad set to represent a particular audience segment, for example, we can have an ad
set for people who live near our store. This will help us control the amount we spend on
each audience, decide when they will see our ads, and measure their response. Within
each ad set, we can have multiple ads, each of which can feature a different set of
images, links, videos, or text.
Facebook Advertising4.3
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Facebook offers a wide variety of paid ad options and placements, but all ads can be
broken down into three elements:
• Campaigns. The campaign houses all of your assets.
• Ad sets. If you're targeting separate audiences with different characteristics, you'll
need an individual ad set for each.
• Ads. Your actual ads live within your ad sets. Each ad set can hold a variety of ads
that vary in color, copy, images, etc.
With that terminology out of the way, let's dive in to creating an ad.
Determine the most appropriate editor :
Facebook offers users two different tools for creating a paid ad: the Ads Manager and
the Power Editor. When deciding which one is the best fit for you, you'll want to
consider both your company size and the number of ads you plan to run at once. While
the Ads Manager best suits most companies, the Power Editor serves as a tool for larger
advertisers who are looking for more precise control over a variety of campaigns.
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New Step By Step Procedure For
Facebook campaign
4.4
119
1. Search Facebook ad manager in Google search engine
3. Click on the ad manager result and click on create ad

120
3. Go to the right side of Facebook ad
4. Now click to “Switch to Quick Creation”.
5 Here we start. Now click on “+ CREATE” Button.

121
Note: Click & Accept terms & conditions before going next.
6. Give campaign name and select objective for your campaign (Here we are selected
LEAD GENERATION)
7. Give name to your adset
8. Name to your ad copy

122
9. Click on edit and go to adset
10. Select Budget and schedule time for your campaign
11. Select location and age group

123
12. Here select your targeted audience
13. Select audience from the list and save the audience for future use
14. Set bid cap for campaign. Now click on ad copy.

124
15. Select image for your campaign ( recommended 1200x628 or 1080x1080)
16. Give heading and other details giving in adcopy
17. Create new form for your campaign (Only allow in lead generation campaigns).
Click on create new form.

125
18. Select New Form
19. Fill out the given information.

126
19. Review your form and click to submit
20. Submit and click to publish.

4.9.8
Step By Step Process of
Ads Manager
*Steps of Ad Manager
-Search on Google “Ad Manager”
-Click on First Link.
-Click on ‘Create an ad’.
-Login with your Facebook account.
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4.9.8 Steps of Facebook Campaign
(Lead Generation)
Lead generation campaign :-
1) Campaign Level.
Give campaign name
Select Objective
Enter campaign spending limit (more than 5,000)
Click on (>)
2) Ad set level.
Click on ad set & edit.
Select page & accept terms of services. (For first time
page selection)
Set the budget (daily) (100,200)
Set audience, placement & all.
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Set bid amount (Manual & delivery type).
3) Ad level
Click on Ads
Click on edit
Image/ Video
“Lead form”
Select new form
Next
fill info
Save
Finish.
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Steps of Facebook Campaign
(Brand Awareness)
Brand Awareness Campaign
1) Click on Campaign
Select campaign & edit
Select objective
Set the campaign limit
Click (>)
2) Click on ad set & edit
Set the budget
Set audience ---- location (city, km) age, gender
3) Click on Ads.
Click in edit.
Select the Facebook page
Create Ads
Add text url etc.
& write steps.
4.9.8
Image/ Video
Multiple Images/
Videos
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4.5 Twitter Marketing
With over 313 million monthly active users and a young demographic to boot, Twitter
is a great platform for most marketers. ... Successful Twitter marketing is powerful. If
you can become a pro with this fast paced social networking site, you'll unlock new
opportunities to grow your business
What Makes Twitter Different
Your approach to every social media site should be different. For example, your
Twitter marketing strategy isn’t going to be the same as your Pinterest or Facebook
marketing plan. Understanding how Twitter works and where it fits in the social
media landscape will shape the way you use it.
Some of the main ways businesses use Twitter include:
• Sharing information and content
• Driving engagement for promotional activities
• Interacting with consumers
• Networking
• Branding
• Reputation management
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Create a Twitter business profile
Establish your Twitter presence
Your profile shows the world who you are, and first impressions count.
Each element should showcase your best content and accurately reflect your message.
Your Twitter @name
Your @name is your unique identifier on Twitter. It can contain up to 15 characters
and should help people easily find your business. Your name (which you can
change as you please) appears above your @name (which is permanent).
Your profile photo
Choose a profile photo that visually represents your business or brand and fits well
in a small space. This image isn’t just on your profile page; it is the icon in every
Tweet you post.
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Your bio
You have 160 characters to let people know what makes your account special, and why they
should follow you. Include useful information, such as what you tend to Tweet about, your
location or business hours, and a link to your website. Use a unique link, so you can track
visitors to your site from Twitter.
Your header image
Consider this your billboard. You can use event photos, feature products, use a graphic with
text, or highlight your work and team. Swap out this image periodically to spotlight
promotions, events, product news, or just keep things fresh.
Your pinned Tweet
Keep an important Tweet at the top of your timeline by pinning it there. Click on the “more”
option on the Tweet you want to pin and select “Pin to your profile page.” Use this feature to
make sure visitors to your profile can’t miss your biggest, latest news.
Twitter profile specifications
The recommended image size for your profile pic is 400x400 pixels; the image will be
resized to fit.
The recommended size for a Twitter header image is 1500x500 pixels. On mobile, it’ll be
cropped to a 2:1 aspect ratio.
Use a GIF or PNG file for vector-based and line art images.
For photos, upload a JPG or PNG file.
2. Create your Twitter content strategy
Compelling content will help you attract new followers and keep them engaged over time.
Keep it short
A concise Tweet makes an impact. Keep each Tweet focused on one specific message rather
than trying to communicate multiple things. You can include a link to a blog post or website
if you have a longer message to convey.
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Use visuals in your Tweets
Adding a bold image, video, or GIF to your Tweets adds a touch of personality, and leads to
higher Tweet engagement rates. In fact, people are three times more likely to engage with
Tweets that contain videos and photos.* Can’t decide which photo to use? You can attach up
to four photos to a single Tweet.
Incorporate relevant hashtags
Hashtags are a powerful tool that allow you to expand your reach and tap into relevant
conversations. Focus on keywords that are relevant to your business. Best practices
recommend using no more than two hashtags per Tweet.
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3. The value of a follower
When someone follows you on Twitter, they not only opt in to see your Tweets — they also
take actions that provide value to your business.
In fact, the findings from our ”Small Business Customer Insights Study” (2016) show that
followers feel more positively about your business, help you expand your reach, and
increase sales.
Ready to build a community of engaged and valuable Twitter followers?
Here are five steps to get started:
Promote your username everywhere! Add a follow button to your website, include a link to
your Twitter profile in your email signature, and promote it on offline collateral such as
business cards, or store signage.
Tap into your existing customer base. Upload your email contacts and let your customers
know you’re ready to have a conversation by following them on Twitter.
Search keywords and hashtags that relate to your industry and audience. Use them to enter
into conversations and get noticed, and follow influencers who can help spread the word
about your business.
Bring your offline advocates online. Ask your employees to follow you and Retweet your
content. If you partner with other businesses, arrange to promote each other’s handles.
Ask for Retweets. When someone Retweets your content, they’re sharing your business
with their networks and your reach grows exponentially. Be direct, and ask your followers
for their support. Try an incentive: You can offer to release an exclusive coupon code or
offer if a Tweet reaches a certain number of Retweets.135

1) select objective
2) clcik on return to original campaign form
136

1. Select Country and Time Zone
2. Select objective part 1
Twitter Marketing Campaigns
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4.5.1

4.9.8 Steps of Twitter Campaign
Ads.twitter.com
1. Click on create campaign
Select Objectives (website clicks)
Return to original campaign form
Give campaign name
2. Select Audience
• Location
• Gender
• Age
Lang, Device, Platforms, etc.
Select Audience Advance
• Keyword based
• Followers based
• Internet based
3. Set Budget
4. Create Creative
5. Finish
138

3. Enter Campaign Name, Funding Source and Budget Details
4. Create AD group Name, Schedule Bid type and Optimization Preference
139

5. Select the tweet to promote
6. Select Custom Audience and Demographics.
140

7. Select language location technology.
8. Select Audience Features and Keywords
141

8. Select retargeting Options.
9. Review and Complete
142

4.6
LinkedIn is a business-oriented social networking site launched in 2003. It has 300+
million users across the world. It is available in 20 languages. It allows users to create
and customize profiles and connect with people having similar interest areas.
Presently, it is the largest platform for social networking, assisting people with job
opportunities. Jobseekers can connect and follow hiring managers and can update their
profiles in a defined fashion to get easily discovered.
One can follow a company, get notifications, bookmark jobs, like and comment other’s
posts, and invite others on LinkedIn. The best part of LinkedIn is that you can see your
recent visitors and endorse others’ skills.
LinkedIn is a professional networking platform and it has all the features of a great
marketing opportunity provider. Here you interact with people who mean business.
To market through LinkedIn, you need to do the following:
Build a robust business page that displays your products and services in a compelling
format.
• Invite clients and vendors to follow and recommend your page.
• Launch a group that is related to your business. It can attract significant traffic.
• Reach your audience through targeted advertising.
• LinkedIn is a powerful social media tool. You just need to follow its policies and best
practices.
LinkedIn Marketing
143

How to Run LinkedIn Ad Campaigns
1. Go to business. LinkedIn .com & Click on View Market solution
2. Add Account & Create new Account
3) Select Objective – Lead Generation Here
144

4) Give Campaign Name And Select Sub Objective
5) Create Audience For Your Campaign
145

6) Create Ad format – select ad type and associate company page using which you want
to run your ad.
7) Select Budget for your campaign
146

8)Create conversion tracking for your campaign – ( Its optional )
9) Save & Exit
147

10) Give thank you note and link to your website and say save
11) Now click to create new ad
148

12) select audience and say next
13) Click to create new form
149

13. Click save and back to ad manager and click create.
151

3) Establish the Ad's Media and Format
Once you establish the basic parameters for your ad, you'll be prompted to start
building it. Decide where you want visitors to be directed when they click on your
ad -- either to a specific LinkedIn page, or to a website. You'll want to create the copy
for your ad, pair it with an image, and preview the different layout options. Of
course, there are a few guidelines around the copy that we would suggest.
Ad Headline
The headline of your ad cannot be more than 25 characters.
Ad Body
The body of a LinkedIn ad can be up to 75 characters long. The copy should be
relevant both to the person viewing the ad, and the offer or page to which you're
sending them.
For best results, create a different ad for each of your buyer personas, and tweak the
copy accordingly. For example, when promoting a book to college professors,
leading the title with the words, "College Professor's Guide to" may generate a
higher CTR than generic, un-targeted copy.
Call-to-Action (CTA)
Having an actionable CTA within your ad copy will also help you improve your ad's
click through rate. Consider asking people to "Download your eBook now," or "Click
now for free samples," instead of writing copy that's devoid of actionable next steps.
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Value
Incorporate your value proposition into your ad copy -- that can make people more
likely to click on your ad. By boasting something like, "20% off your first purchase," or
"Clearance sale ends today, shop now," you're sending a clear signal of what someone
will specifically gain when he or she clicks your ad.
Testing
Don't be afraid to test your ad copy, either. You can create multiple variations of your ad
in each campaign, which allow you to test different images and copy within ads, to find
what works best for your audience.
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4) Target Your Ad
Targeting who sees your ad can help increase conversions -- the more specific and
relevant it is to your audience, the more clicks it's likely to get. LinkedIn allows you to
target according to a few different categories, which we've outlined below. Even better?
This process is the same for both text ads and sponsored content.
Location
You must select at least one location for your ads. Depending on your business, more
specific targeting may be helpful. You can select a location as broad as North America, or
as specific as the San Francisco Bay Area.
You can also tailor your ad copy to specific locations.
154

Gender and Age
If your audience is heavily skewed toward one gender and/or age group, target your
ad toward them.
Once you establish your ad targeting criteria, you can save it as a template for future
campaigns.
5) Choose Your Bidding Options
After selecting your targeting options, you can set up the bidding options that work
best for you. The two options you have for any pay-per-click advertising are:
Cost Per Click (CPC). You'll be charged each time someone clicks on your ad.
LinkedIn will suggest a bid range depending on your budget and the competition for
your ads -- the more advertisers bidding on a similar campaign, the higher your bid
will need to be. This bid is the maximum you will be charged. If the current rate is
lower than your max bid, you will only be charged the current rate.
Pay Per 1,000 Impressions (CPM). You will be charged a certain amount each time
your ad is viewed by 1,000 people on LinkedIn.
155

Deciding on the best maximum bid can be tricky. When deciding between CPC and CPM,
think about your end goal. Are you trying to get as many people as possible to see your
ad to help with something like a branding campaign? If so, CPM might be your best
option.
6) Set a Daily Budget
Set a daily budget for what works best for your company's marketing spending. Before
investing a lot into one campaign, test and measure the success of each campaign and
ad variation. You don't want to put thousands of dollars, for example, into an ad that
doesn't end up resonating with your target audience.
156

LinkedIn Ad Reporting
Congratulations -- you've launched your LinkedIn Ad campaign. Now, you can track your
progress in the Campaign Manager dashboard, where you'll see various charts that
measure things like clicks, expenditures, and CTR, over certain periods of time. You can
also keep track of conversions in the graphs toward the bottom of the dashboard.
If Your Campaigns Are Under-Performing
There are things you can do to optimize campaigns that aren't performing as well as
you'd hope, especially if you have multiple ads. Look at the CTR of each one -- is one
out-performing the other(s)? If so, you may want to pause the less successful
campaign.
157

Post-Click Reporting
Once your ads are running and people begin clicking on them, it's time to determine if
they're actually driving qualified traffic to your website. That isn't something LinkedIn
can tell you -- you need to do some closed-loop reporting on these campaigns to get
more details on the makeup of this traffic.
How can you figure that out? It's all about "gated" offers and forms -- when someone
clicks on your ad and lands on your website, putting the content you are offering
behind a form will help you collect the data that qualifies that person as a good lead, or
not. Connect that lead capture form to your customer relationship management (CRM)
software, so that once the information is imported, your sales team can act upon them.
But pay close attention to your ad campaigns, alongside the landing page form data in
your CRM. Is the traffic to your website generated by LinkedIn ads qualified? Is it
generating customers? If not, you might need to further optimize your campaigns.
For example, if your LinkedIn ads are targeting people in companies sized 1-10, but you
find that the majority of your closed deals are from leads with companies sized 100-
200 -- stop targeting those smaller companies on LinkedIn.
The targeting options we covered above allow you to change any of your criteria, so use
it to your advantage. With the right amount of patience and strategy, LinkedIn Ads can
be a huge factor in your brand's success.
158

Steps of LinkedIn Campaign
Business . Linkedin.com
Marketing Solution (Select hire/ Market/ etc)
Click on Create Ad
Select Account
Select Objective
Create Ad (Must Submit URL)
Audience Selection
Budget Selection
Set Bid
Payment Done
Campaign Manager
New Campaign
159

Sponsored Content
Text Ad Can create up to 100 ads variation
Sponsored.in mail
Audience :- Company name
Company Industry
Company Size
Job Title
Job Function
For Dynamic & Display Ad, we need to contact
LinkedIn Sales team.
Website clicks
Lead Generation
Website click
Lead Generation
160

4.7
1. Create and Import Your List
Ceate your List
takes just a few minutes to set up a list in your MailChimp account. Provide us with a
few details, add your subscribers, and we’ll get everything organized for you. Follow the
steps below, and you’ll send a campaign to your subscribers in no time.
Email Marketing
162

3. Click the Create List button from the options that appear
4. Type the list details with your information or your client’s information and
preferences in the provided Felds.
163

6. You’ll see a notification that your list was created and a set of links to your next steps.
7. MailChimp’s signup forms help you quickly connect with people who may want to
hear from you. When you create a list, we automatically generate a signup form for that list.
Share the form on your website, Facebook, or anywhere else you have an online Presence,
so subscribers can easily sign up for your newsletter.
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If you already have subscribers to add to your list, the following section walks through
importing those in just a few steps.
1. Import Your List
When it comes to importing to a list, MailChimp does the heavy lifting for you. Provide us
with the subscriber details you want in your list, and we’ll make it easy to manage and
organize.
You can add subscribers in three ways:
• Paste or type in subscriber contact information
• Upload from a spreadsheet
• Import from your CRM (customer relationship management) database
If you’re working with an Excel fle, use the Copy/Paste from fle option on the import
screen. If you have a CSV fle with all your contacts, upload the fle directly into the
MailChimp list.
Follow the steps below to upload your contacts from your computer.
1. Navigate to the Lists page.
2. Click the drop-down menu for the list you want to work with and choose Import.
3. Click the radio button for Copy/Paste from fle if you have an Excel fle or CSV or tab-
delimited fle if you have a CSV fle.
4. Depending on the method you chose, copy and paste your contacts from an Excel fle or
click the Browse button to select the CSV fle you want to upload.
5. Click Next in the lower-right corner.
6. On the Import Subscribers page, you’ll set a name for each list column and choose a
type, such as frst name or address. This easy process makes sure that we read the data
correctly and organize your list just the way you want.
On the Import Checklist, review your import. Click Edit to make any changes. When you’re
ready to import subscribers to your list, click Import in the lower-right corner.
166

2. Create Your Campaign
MailChimp’s Campaign Builder takes all the guesswork out of creating and sending an
email campaign. Select a campaign type, add recipients, choose a template, add content,
and send your creation out into the world. To create a campaign, navigate to the
Campaigns page, and then select Create Campaign in the upper-right corner of the
page. To start ,we recommend that you choose a Regular Campaign. Below is the
Progress Bar, which allows you to navigate through the steps of the Campaign Builder.
167

3. Design Your Campaign
To start, we recommend choosing a drag and drop option from our Themes templates.
We teamed up with some of the most talented designers on the web to bring you
beautiful templates that are simple to use. You don’t have to know anything about
design or programming to get started. Pick one of our predesigned Themes, plug in
your content, and you’ve got a campaign. After you’ve picked out your template, you can
add in your content, stylize the design, and more. When your campaign is ready to
send, head over to the Confirm step, click Send, and wait for reporting data to roll in.
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3. Reports
MailChimp’s reports analyze clicks, opens, and more. We provide an easy to-read
overview of the reporting data you care about most. To view a campaign report,
navigate to the reports page and select the campaign you want to view. Below is an
overview of the Reporting information.
In addition to the Overview, we give options to drill down into more detailed reporting
data so you can get an idea of how subscribers engaged with your email campaign.
4. More Resources
You’ll find a number of resources available to you on the MailChimp site as you learn
more about email marketing, including our video resources, a glossary of terms, and
our searchable Knowledge Base of how-to and troubleshooting articles.
5. More Advanced Features
After you’re comfortable with the basics, MailChimp oﬀers a number of
advanced tools to take your email marketing plan to the next level. Here
are a few of those options.
Automation Send automatic emails based on event triggers Getting Started With
Automation
RSS- Driven Campaigns: Automatically send campaigns of your blog posts as your RSS
feed is with new post.
A/B testing campaign
Test diﬀerent variations of your campaign to see which performs best
Getting Started with A/B Testing Campaigns
169

Advanced Tracking
Additional in-depth tracking options to add to your campaigns Additional Tracking
Option for campaign.
Custom Templates
Create your own HTML templates from scratch, and include our template language to
allow the template to be edited within MailChimp Create a Custom Template
Custom Forms
Customize your list forms and response emails from scratch Advanced Form
customization
206

Google
Analytics
171
4.9 Google Analytics 172
4.9.1 Audience 117
4.9.2 Acquisition 183
4.9.3 Behavior 187
4.9.4 Conversion 188
4.9.5 Audience Report 190
4.9.6 Behavior Report 191
4.9.7 Traffic Report 192
4.9.8 Conversion Tracking 194

4.9
The Complete Guide To Google Analytics
How to install and setup Google Analytics the smart way
If you have already installed Google Analytics, skip this part. This first part will teach
you how to install Google analytics properly on your website. But even if you've
installed Google analytics before there are still some tips here that will be valuable
for anyone who uses it.
1. Use a Google account to create your Google analytics account.
2. Setup an account name. I usually use the domain name or business name on the
account name.
3. Setup a website name. I just use the domain name here.
4. Then enter your website URL. If you have SSL or a secure site, make sure you use
https://
5. Choose your industry category.
6. Then choose your time zone.
7. Data sharing settings. I just leave this setting on default. (optional)
Google Analytics
172

8. Grab the Google analytics tracking code and add it on your website.
In order to connect your new Google analytics account with your website, you
need to add the Google Analytics tracking script to your website's header. This
requires a little bit of technical and coding skills, so if you don't have a developer,
you might need to research how to add this code on your website.
Another alternative in installing Google Analytics is by using some plugins to
install and connect it for you. Some platforms like WordPress have Free plugins
that will install Google Analytics on your website in just a few clicks
Lastly, you could also use Google Tag Manager to install Google analytics on your
website easily. Here's how a Google Analytics Tracking code looks like:
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefor
e(a,m) })(window,document,'script','https://www.google-
analytics.com/analytics.js','ga'); ga('create', 'UA-XXXXXXXX-X', 'auto'); ga('send',
'pageview');
</script>
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Google Analytics: What does it consist of?
If you skipped the previous part, stop here. I'd like you to log into your Google analytics
account and follow me along as I dive into detail in each section of Google Analytics.
Home section
Now browse to the left tab of your Google Analytics account. Let's start with the Home
Section. The home section is a new dashboard that Google has introduced into Google
analytics recently. In this dashboard, you can quickly have a bird's eye overview of how
your website is doing.
It shows how many users have visited your website in the past 7 days, your revenue (if
ecommerce tracking is configured), the conversion rate for your goals and how many
sessions were recorded.
Sessions are higher than users because some users might have multiple sessions
(instances where they've visited your website.
Customization section
In the customizations tabs, you'll find the dashboards, custom reports, saved reports and
custom alerts. Aside from the Home dashboard that I've shown you, you could create your
own custom dashboard that can be used to quickly check for different metrics without
having to spend a lot of time finding it on analytics.
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If you want to be notified via email or SMS for any significant changes in your traffic or stats,
you can create a custom alert.
Real-Time section
This section shows you real time stats of your website's visitor. (There's a delay of a few minutes)
but it's very useful to check if Google analytics is working on your website.
The real time tab can help you get more granular in your analysis by segmenting by location,
traffic sources, content, events, and goals.
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4.9.1
In the audience overview tab, you can get a quick insight about the people visiting your
website. This will help you understand their interests, demographic profiles and how they
behave on your website.
A session is a group of user interactions with your website that take place within a given
time frame. That time frame is usually after 30 minutes of inactivity or after midnight. A
user can have multiple sessions, and one of the best ways to explain this difference is by an
example. For example, John visited your website and left a page open for about 31 minutes
because he took a break. When he continues that session after 31 minutes, it will then be
counted as 2 sessions even though a page has been left open and the 30 mins timer will
then be reset.
For the other site metrics, I also look at the bounce rates of particular pages on my website.
A 70% bounce rate means that out of 10 visitors, 7 of your visitors are just bouncing off
your site. Optimizing and improving your website's bounce rates should be one of the parts
of Conversion Rate Optimization strategies to increase conversions
on your site
For pages per visit, the more pages that are being visited by your users, the better it is.
Ideally, that means that people are reading more of your content.
Audience
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Would you like to know the age and gender of your website visitors? Thedemographics
tab holds that information.
Interests Tab is where the audience tab gets more interesting. You can use this data if
you're going to create advertising displays, banners and targeting for your ads.
If you're looking for buyers, look into the affinity and in-market segments to identify
which segments are getting conversions. You can also use the data that you've discovered
in interests to create your Google Ads Display marketing campaign.
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Want to know what language and location are your visitors coming from? Use the Geo
Tab to find that out.
Don't ignore the Behavior section as this is crucial to understanding how your website
visitors are 'behaving' on your website.
New vs. Returning Visitors — you'll want more people to return back to your website.
When people return to your website, they'll usually convert higher because they are
already familiar with your brand and website. Some of the strategies that will help bring
more people back to your website is by sending out emails to your newsletter
subscribers.
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