Digital Marketing

What is digital marketing?

“Digital marketing” is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties.

Digital marketing is a powerful new tool that you can use to reach out to your customers and prospects. Because of the ability to interact directly and converse with potential customers, this tool can be far more effective than traditional marketing. 

Mastering online marketing is not easy. You need the help of a professional expert to come up with a winning strategy. Without a strategy, playing around with a blog, Facebook or Twitter will be useless. With the right strategy, these tools can bring new customers in and create loyal followers from present customers. 

Key components:-

ü  Website design (user experience)

ü  Search engine optimization (SEO)

ü  Pay per click (PPC)

ü  Social media marketing (SMM)  

ü  Email marketing

ü  Display advertising (banner ads)

ü  Affiliate marketing

ü  Content marketing

SEO:- Search engine optimization (SEO) is the process of optimizing a webpage to improve ranking and to achieve higher visibility in search engines.

Types of SEO

SEO is traditionally divided into two main areas

1. On Page Optimization - On Page Optimization is a process of what can be done on the pages of a website in order to make it more search engine friendly to achieve good search engine ranking for targeted keywords. 
2. Off Page Optimization - Off-page SEO is a process of optimizing your web pages outside your website by getting links back to it as the only thing you can do outside your website is to build links back to it.

 On- Page Optimization:-

On Page optimization is one of the very first step of SEO which every webmaster should look into.

• This technique includes the optimization of texts, images, tags, URL structure, internal links, headers etc.
• Proper on-page optimization for a website will not only rank well in a search engine but also increase the overall readability of the website for our visitors.
• On page search engine optimization is the most important part in the process of SEO. It is said that if on page SEO is perfect, 70% job of the SEO is done and rest depends on the off page SEO.

ON Page Optimization consists of following-

• url structure
• website analysis
• title tag
• meta description
• meta keywords
• keywords density checking
• Heading Tags(H1,H2,H3)
• Broken Links Checking
• HTML sitemap creation
• Xml sitemap creation
• Creation of Robots.txt
• Google Analytics
• Webmaster Tools
• Image & video Optimization
• Competitor Analysis
• Keyword Research /Analysis
• Internal/Inbound Links

OFF Page Optimization consists of following-

• Directory Submissions
• Blog Setup, Customization & Optimization (Web 2.0)
•  Blog Commenting
• Blog Directory Submission (Manual)
•  Blog and Feed Submission to Ping Services
•  RSS Feed Syndication and Submissions
•  Article Submissions
•  Press Release Submissions
•  Social Bookmarking Profiles Creation & Bookmarking
•  Social Media Promotion & Promotion in Social Networking Sites
•  Classified Ads Submission
•  Local Business Listings
•   Yahoo Answers
•  Forum Posting
•  Link Exchange

 Advantages of SEO:-

ü  Your website will be found

ü  Improve your competitive edge

ü  Expand your customer base and target audience

ü  Cost effective

ü  Long term standings

ü  Free traffic

ü  Targeted traffic

ü  Higher sales (ROI)

ü  Global reach

ü  All the results can be measured

ü  Better conversion (sales)

ü  Pull marketing

ü  Increased visibility

ü  Your own 24 hour marketing team and shop front

Disadvantages of SEO:-

ü  Often, websites are never “indexed” by the search engines

ü  After sites are indexed, often they are not indexed for specific keyword(s)

ü  Website owners have no idea which search terms would really be best to drive traffic

ü  Fresh content is very important, but hard to keep up with

ü  Domain age plays a role

ü  It’s hard work and time consuming

ü  No one really understands how Google works

ü  If your competition is high, it gets more difficult

ü  Takes a long time to see the best results

ü  Gestation period is long *

ü  Ongoing process

PPC:-

PPC definition:-

Pay per click (PPC) is a type of sponsored online advertising that is used on a wide range of websites, including search engines, where the advertiser only pays if a web user clicks on their ad. Hence the title, 'pay per click'.

Advertisers place bids on keywords or phrases that they think their target audience would type in a search field when they are looking for specific goods or services.

 Advantages:-

ü  Very fast

ü  Get targeted visitors within hours (sometimes minutes)

ü  Provides a path for search engine optimization

ü  Can yield highly profitable results

ü  Great testing platform and can be highly targeted

ü  Time of day

ü  Geographic area

ü  Keywords and phrases

ü  Content network (Google)

ü  Immediate feedback

ü  Easy implementation

ü  Flexible

Disavantages:-

ü  Missing bulk of the traffic (focusing only on selected keywords)

ü  No guarantees

ü  Heavy competition

ü  Less trusted

ü  Expensive

ü  Complicated

ü  Click fraud

ü  You pay regardless to any sales

ü  Bidding war

ü  Competitive keywords demands higher bids

ü  Restricted to text and image ads

ü  Traffic stops when you stop paying

Social Media Marketing(SMM):-

Social media is a medium and the medium is only a vehicle that amplifies social behaviour.  The medium is an instrument on communication, like a newspaper or a radio, so social media would be a social instrument of communication.

Advantages of SMM:-

ü  Better targeting

ü  High return on investment (ROI)

ü  Does not require specialization or vast technical skills

ü  Increased visibility

ü  Targeted traffic

ü  Content promotion

ü  Helps with PR

ü  Fun way to do business

ü  Ability to go viral

ü  Expedites online brand development

ü  Cost effective (only time and effort)

ü  Market research (what are your customers talking about?)

ü  Create relationships with your customers

ü  Campaigns has the ability to drive huge amounts of traffic

ü  Supports traditional and other digital marketing campaigns

Disadvantages of SMM:-

ü  Wrong strategy can hurt your reputation

ü  More time consuming than SEO and PPC

ü  Interaction is needed at each location point

ü  No short term ROI

ü  No clear definition of social media ROI

ü  Risk of negative comments

ü  ORM processes are needed for big social media marketing campaigns.

ü  Negative influence on worker productivity

ü  Everything is public

ü  Commit resources

ü  Ineffective use = brand credibility loss

Latest Google Adwords Interview Questions & Answers

Q) Explain what is Adwords?

Ans:- Adwords is the system that Google has designed to assist in marketing product or services in Google search engine and its affiliated sites. It will place a text ad that appears when people search for phrases associated to your offering.

Q) Explain how Adwords work?

Ans:- Adwords work on bidding system if the bidding price is higher your ad will appear on top of the Google page. Adwords works on “pay per click” that means you only pay the amount you have bid if someone taps on your ad as a result of a web search.

Q) Explain why to use Google Adwords? 

Ans:- Google Adwords behave differently to traffic that comes from Google Adwords or “Pay per Click”. The traffic that comes through surfing often visits the website for information, whereas the traffic via pay per click knows what they are clicking on and what they want to buy. So few visitors through Adwords might be more valuable than million visitors.

Q) Explain what is Ad rank?

Ans:- Ad rank determines your ad position on Google page, and it is determined by your bid for that keyword and quality score.

Q) Explain how does Ad rank impact Cost-Per-Click?

Ans:- Ad rank plays a huge role in defining the actual cost-per-click that your opponents pay, when someone clicks on their ads. Your CPC can be calculated by following way

Your Price = the ad rank of the person below you/ your quality score + $0.01

Q) Explain how does a Google auction work?

Ans:- Each month auction gets run billion of times, and the result are such that users find ads that are relevant to what they are looking for. The search engine processes the request and runs the auction that determines the ad positions and each advertiser CPC.

Q) Explain what gets entered into a Google Account?

Ans:- Once the advertisers determine the keywords that they want to bid on, Google will enter a keyword from your account which is most related into the auction with the maximum bid specified as well as the associated ad.

Q) Explain what is Google Quality Score?

Ans:- Google’s quality score determines how beneficial and relevant your ad is to the user, based primarily on your ad’s CTR, quality of your landing page and keyword relevance. Higher quality score keywords will save your money and earn better ad ranking.

Q) Explain what is an ad group in Google Adwords?

Ans:- Ad group is a container of your keywords, advertisements, and landing pages. Google rewards advertisers who prepare Adword campaigns with tightly structured ad groups. Its not advisable to include all your keywords into the single ad group, but to organize keywords into themes.

Q) Explain what is conversion optimizer in Adwords? 

Ans:- Conversion Optimizer is a tool used by Google Adwords for bid manipulation and decides which clicks on the ad will be valuable. It can help you to return maximum on your investment.

Q) Mention some of the Google Adword Ad Extensions?

Ans:- Different ad extension can enhance the increase in traffic. Some of the common Ad extensions used in adwords are

• Sitelinks
• Call Extensions
• Location Extensions
• Social Annotations
• Seller ratings
• Mobile app extensions
• Offer ads
• Communication Ad
• Review extension
• Image and drop down navigation Ad extension

Q) Mention in google Adwords that options can’t be changed after creating an account?

Ans:- After creating account Currency and Time Zone, cannot be changed.

Q) Explain how you can improve conversion rates?

Ans:- By creating ads that match properly with keywords and create tightly themed ad groups, you can target users to the campaign that helps in conversions.

Q) Mention what is the limit set for the number or characters for Adwords ad?

Ans:- Limit for Adwords is

• Description line 1st: 25 characters
• Description line 2nd: 35 characters
• Destination URL: 1024 characters
• No images are allowed in URL.

Q) Explain what is the meaning of CTR and how you can calculate?
Ans:- CTR stands for Click through rate that tells the number of visitors visited on your ad on the web page.

• The formula for calculating CTR is
• Number of click / Number of impressions X 100
• These will give you an answer in percentage like what percentage of customers have viewed your ad.

Q) Mention what are the type of Keywords?
Ans:- There are no specific types for Keywords however they are classified on the basis of how likely is going to be clicked by visitors 

• Research Keywords: It tends to contain one or two words - Tea
• Consideration: It tends to contain two or three words – Green Tea
• Purchase: It must have more than three words – buy loose green tea
• Loyalty: This must be shorter- Starbucks

Q) Explain what is Google Ad API?

Ans:- Google Ad API is designed for representing large, tech savvy advertisers and third parties. It allows developers build an application that directly interacts with Google Adwords server.

Q) Mention what all things can be done using Google Ad API?

Ans:- With Google Ad API, you can build an application that can do following things

• You can automatically generate keywords, ad text, custom reports and landing pages
• Develop additional applications and tools to help you manage accounts
• Synchronize Adwords data with your inventory system to manage campaigns based on stock

Q) Explain how you can track conversions in Google Adwords?

Ans:- In Google Adwords, conversion tracking can be done in following ways Tracking purchases by involving basic tracking code provided by Adwords and modifying it with additional code unique to your particular e-commerce platform View-through conversion window options tracks when a person sees your ad but does not click it (impression) By enabling your ad rotation setting to optimize for clicks, meaning that Adwords will serve the ads it feels are likely to be clicked By accessing search funnels inside tools and analysis, you can also know when customers clicked on your ad for the first time and how frequently they saw your ad before converting.

Q) Explain what are the other two options for bidding other than C-P-C?

Ans:- Other than CPC the other two options are CPM (Cost per Thousand Impression) and CPA (Cost Per Action ).