Social Beat participates in Google Partner Summit in San Francisco

It was a delightful day when we got the news of being invited for the Google Partner Summit and being upgraded to a Premier Google Partner. So when the time came, Rohit & I packed our bags and took the journey to cover 13,876 kms from Chennai to San Francisco. The journey was not just the distance, but the fact that at the Summit we were amongst 900 partners around the world, who together controlled about 8% of the global digital advertising spend. It was indeed a delightful experience to be part of it.

“Now is our Moment” was an apt theme for the Google Partner Summit with multiple interactions with senior Google product managers and account managers interspersed with knowledge on how to manage talent as well as clients. It was a holistic agenda to help agencies like us succeed.

While a lot of the inputs provided at the Summit were confidential, we have summarized what we are allowed to share. Below were the 5 key takeaways for us:

  1. Be there in the momentBeing there in the moment in the mobile first world is key and there was indeed a lot of discussion on the usual topics of mobile responsivness as well as website speed. There was discussion around the growing adaptation of Accelerated Mobile Pages (AMP) and infact Social Beat has already implemented AMP as well. With the responsive ads that Adwords has launched, the ads become a lot more immersive and adaptable to any device/ad unit size allowing brands to be there in the moment.The challenge with mobile has been that almost 75% of the audience start the interaction with the brand on one device, but complete it on another device. So measurement and tracking of ROI becomes a challenge. Fortunately, some tools like Optimizely help us resolve this.
  2. Measure across devices, channels, offline – Measurement being key, there was discussion around multi device, multi channel and offline measurement since many visitors who search online do visit the retail store. We do have an interesting article on how search can help offline and omni channel retailers in India. While store visits as a conversion metric is already live in Google Adwords, there are many more exciting developments that we can watch out for in the online to offline measurement.
  3. Leveraging Video for Brand Building & Sales – There is no doubt that video is the fastest growing medium in the digital space and many brands are creating engaging yet low cost videos for better brand recall and sales. Lucinda Barlow, Global Director of YouTube marketing pointed out that “There are only two things Americans do more than watch video: sleep & work” and that’s the reason why digital video is going to be even bigger going forward. YouTube has lined up some interesting features for ecommerce and omni channel retailers so watch our blogs for more info on this.
  4. Virual Reality / AR – Part of the swag given by Google was the Cardboard which gave us a glimpse into the low cost Virtual Realty but what amazed us was the Google Day Dream (with Pixel) which is a very immersive VR experience and with devices becoming better and cheaper we are surely going to see more of them around. The experience brands can provide via VR is going to be a game changer and we look forward to exploring it. While Adwords is yet to integrate to VR/AR we do see that happening in the near future.
  5. Machine Learning – Machine learning not only refines the experience we get at Google but is also helping agencies like us with programmatic advertising, some of which we have started experimenting with our clients using Double Click. Its only going to get better, allowing brands and agencies to deliver relevance at scale.

Apart from the product learnings, it was amazing for us to network and meet Google Partners from around the world and we even got to visit Googleplex and interact with product managers one on one (though we cannot share the details of these discussions yet).

Measuring ROI of Digital Marketing – Panel at the Digital Summit

When we conducted our Indian Industry Digital Marketing Survey we found that many brands were facing challenges in measuring the return that their digital marketing and social media marketing efforts were giving. Hence, we included an eclectic panel discussion on “Measuring ROI of Digital Marketing” at our Digital Leadership Summit.

We had four panelists moderated by Suneil from Social Beat: Mr. Vijay Anand – Sulekha.com, Mr. Arasu Shankar – Eshakti.com, Ms. Lavanya Hariharan – Zapluk and Mr. Shriram Sanjeevi – Oyethere.com.

Return-Investment-Panel-Social-Beat-Digital-Leadership-Summit-2016-Chennai

Summary of the Panel Discussion

    • Channels that provide higher ROI will depend on product and customer segment
    • Google & Facebook continue to dominate as primary digital channels for most businesses
    • For products/services wherein search volume is lower – then social would be a better channel to start with
    • Facebook, Instagram & Pinterest allow for better product showcase and for visual products these would be interesting channels
    • Building the brand and social trust is important for long term ROI and can be achieved through a mix of social media channels
    • Influencer marketing is a very strong channel for ROI and also gets higher trust from consumers
    • Instagram, Snapchat, Emailers are other ways to build ROI depending on the business.
    • Life Time Value (LTV) is an important metric as marketing spend cannot be attributed to just the first transaction
    • Tools like Google Analytics & Improvely can help in measuring ROI

Perspective on ROI from the Panelists

Suneil started off by asking the audience as to how many of them believed you could get ROI from digital marketing; it was a pleasant surprise to see that over 60% of the audience believed it could. We as a digital agency couldn’t agree more. The panel started with a discussion on what each of them feels about the results from digital marketing. We also have had a Digital Chai Pe Charcha on ROI of Digital Marketing, and you can read it here.

  • Lavanya from Zapluk highlighted that they got a lot of organic growth once they started using the digital medium and in fact got 80% increase in customer base in just a month. As she rightly pointed out, it was a combination of brand building and lead generation activities.
  • Vijay from Sulekha.com candidly shared that they were one of the highest spenders in the city on Google and that digital is critical to their survival. He shared that Sulekha gets around 250 million visitors via organic search and another 20-30 million via paid search in a year, and it’s their strongest channel for new user acquisition.
  • Shriram from OyeThere.com said they use a 360-degree approach with a mix of digital and offline marketing based on his two decades of retail experience. He rightly pointed out that it’s a myth that digital gives immediate returns. Startups need to focus on building a brand, building the consumer trust and scaling up the service – then results come over time.

Which digital channels are scaleable and to what extent?

The entire panel did agree that the choice of the channel varies with the services/products and the consumer segment. It’s also very important to be smart as you scale adverting, as Arasu pointed out. It’s essential to be clear on what is the message you want to give about your brand.

Vijay continued to be a strong propagator of Google Organic and Google Adwords and said it’s the most scalable as SEO efforts now start showing results in a few days, for existing/older sites. Since they focus on services with low engagement from end consumers they, tend to focus less on social media channels. They did spend 15 crores on their TVC campaign earlier this year it only gives 5000 incremental visitors a day which is minuscule for them as they get about 6-7 lakh visitors a day. Vijay added that for brand building to show results, you need to be at it all the time.

On the other hand, Lavanya, Arasu & Shriram all spoke on how social media and in specific Facebook Marketing has worked extremely well for their businesses to get scaleable results. Lavanya highlighted that for a service wherein the consumer still doesn’t know it exists, the search volume on Google is extremely low hence Facebook & Twitter were the driving growth as they were able to achieve leads along with building the brand and engagement around it.

Arasu & Lavanya also touched upon the importance of building the trust factor with consumers regarding answering their questions and doubts and also in terms of showcasing the products/service in a more holistic way. As Arasu rightly pointed out that Facebook allows for better product showcase via the carousel ads, videos, etc. Even brand awareness and the brand story is better executed via channels like Facebook and Instagram. Talking about the social trust that’s built out, Arasu added that they now see existing customers answering queries raised by potential clients and that it’s a game changer for them.

Shriram added that the approach they take depends on the message, the channel also changes. For example, when they ran a huge campaign around Kabali by selling t-shirts, giving away movie tickets and more; Facebook worked very well for that as it’s a mass channel.

Influencer Marketing & Platforms other than Google & Facebook

We couldn’t agree more with Arasu when he said that “Channel will depend on product and customer segment.” For example, if you are looking to target millennials then Snapchat would be an ideal platform. If your product or service is visual and you are targeting a sub 40-year-old audience, then Instagram would be an excellent channel but there is indeed a demographic difference across channels. eShakti also focusses a lot on Pinterest as it’s relevant to many a fashion brand.

Emailer Marketing still works if it’s with your own audience. Vijay of Sulekha spoke about how emailer marketing is an important channel and delivers results when done smartly with smart targeting, in spite of Gmail pushing a lot of emails to the Promotions tab. Of course, once a user is acquired it’s up to the brand to retain them and emailers is a great way to do that.

Influencer Marketing was another channel that works very well and eShakti uses it extensively. Arasu shared that they work with 1000s of bloggers and they have built their network over a period. They calculate the ROI of influencers via direct referral traffic as well as transactions driven by the unique referral code given to each influencer. He also gave an interesting insight that there is higher trust from a consumer that comes via an influencer, so the 5-10% off that they give is covered up there.

There was an interesting question from the audience – Dr. Manoj from Dr. Smilez Group of Dental Centers asked about how they got very low engagement low on social as customers were not very keen on sharing their dental experiences. Lavanya shared her similar experiences as not a lot of women would like to share they got a beauty service or a wax treatment as it’s a personal service. The way Zapluk approaches it is  to given them an offer or incentive but in the long run, content marketing is the key. Shriram added saying that ROI cannot always be attributed to direct sales – brand building and marketing is also to be measured

Importance of Life Time Value (LTV) of the Customer in calculating ROI

Everyone on the panel agreed that the return on marketing spend is not immediate; hence Life Time Value is an important metric to help scale up business and understand whether it’s moving towards profitability.

The LTV depends on different businesses, and we got varied perspective from the panel. Arasu spoke about phenomenal ROI wherein it just takes them 1.2 transactions to recover marketing cost as they have high-value transactions and very high repeat purchase. For Zapluk and Pamperazi it was three transactions to get the back marketing cost. Whereas for a brand like Sulekha, the end consumer was not paying anything, so it’s difficult to ascertain LTV.

Arasu mentioned that they look at the time taken to recover the marketing cost of acquiring the customer and for them, it’s usually the first 1-2 months whereas it is 3-4 months for Zapluk. Key metrics remain around customer acquisition, retention and finally on how to make them spend more and more often. It of courses varies by cohort, seasonality’s (for example, summer is a strong season for eshakti), types of customers, depends on the marketing channel and the marketing campaign that you run.

Shriram again had a very different perspective and said that “The word LTV is over done. Companies that boasted of High LTvs have shut down in the last couple of months because LTV was more of a myth.” He gave an example of Chennai’s leading retail chain Viveks wherein in many cases three generations have been shopping there and apparently they are also grappling with LTV. He also questioned how come Flipkart only had 32% growth in spite of the perceivable high LTV.

Tools to Calculate ROI

One of the participants had a very relevant question – Sejal from Zoho asked what are the tools use for calculating ROI. In most cases, Google Analytics along with data from Google Adwords, FB Ads, Instagram Analytics and other social media analytics tools would suffice. Suneil added that Improvely could be a great tool to understand muti-touch attribution as consumers often interact with the brand multiple times before the sale is closed. This tool allows you to see the history of the person and how they interacted with your brand. Read more about Improvely and other similar analytics tools here.

Suneil also added that there is sometimes a time lag between generating a lead to sale and ROI can be improved if you can figure out how to leverage that time frame to communicate about the brand and the offerings.

Vijay spoke about Google Analytics Premium (GAP) which is more relevant for larger organisations as its costs around USD 90,000 a year. He talked about Google Analytics data being heavily sampled; wherein GAP has unsampled data which can also be downloaded. GAP has only around 15 clients in India but Vijay recommends it’s to e-commerce and digital businesses as repeat customers are harder to track in free analytics tools and attribution is not always clear.

Social Beat becomes Premier Google Partner

The Team at Social Beat is excited to announce that Social Beat has now gone from being an accredited Google partner to becoming a Premier Google Partner for Google Adwords/Pay Per click Advertising.

Our newly acquired Premier Google Partner badge certifies us as a company trusted by Google, which is capable of providing the highest levels of service to clients.

We have fulfilled Google’s three main requirements for being a Premier Google Partner.

Certifications

Google requires the team handling Adwords to prove their advanced AdWords knowledge by getting certified in AdWords.  All team members handling Adwords campaigns at Social Beat are certified by Google to have the required levels of competency and proficiency to run successful campaigns.

Best Practices

Premier Google Partners are required to demonstrate that they are maximizing their clients’ performance by implementing Google’s recommended best practices in client accounts.

Google reviews Partner agencies’ client accounts to make sure that their clients are getting excellent service, including the type and frequency of the changes being made, client retention, and whether they’re making the most of their clients’ budgets.

Spends

The new badge is designed to recognize Partners who manage a substantial portfolio of Google advertising campaigns and deliver great results for their customers

Contact Us to get your Adwords campaign started or to optimize an existing campaign for better ROI.

The Most Definite Guide to Optimize Your Adwords Campaign

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Every business big or small, belonging to any category is using digital marketing to help their business grow and reach the masses. Internet marketers know that Google Adwords is an excellent way to drive traffic to a website.  Setting up an Adwords campaign is not just about making ads and running them but also getting the best results for the amount invested.

So, how are the best results obtained?

The best results are obtained when the campaign is setup properly (check out our definitive adwords campaign launch checklist) and optimized properly on a regular basis. Therefore, optimizing Adwords campaign is important, else if not managed properly, it can prove to be expensive for the business.

Optimizing an Adwords campaign is the most complex task, as every aspect of the account like click through rate, poor performing ads, using correct keywords, avg. cost and much more, needs to be analyzed. The optimizing process is continual and will have to be paid constant attention to, in order to maximise revenue and gather sufficient data about the account performance.

Here are a few tips to optimize your Google Adwords Account at different levels of the account.

Campaign Level

1. Checking on bid adjustments: Bid adjustments allow you to show your ads more or less frequently based on when, where and how people search. Bid adjustments are set by percentages which can be either increased or decreased.

  • Mobile Bid Adjustments: Depending on the number of clicks and converted clicks, you can increase or decrease your mobile bid adjustments. As the image below shows, since the conversions from mobile are higher, the mobile bid adjustments have been increased by 50%.

Campaign-Management-Google-AdWords

 

  • Location Bid Adjustments: If a campaign has no location selected the ads will show on all locations. To avoid unwanted impressions and clicks always select the location before the campaign is live.  Location bid adjustments help you decide which locations you want to focus more on, based on their performance. As the image shows that conversions are higher in Greater London, the bid has been increased by 25% making your ads appear more frequently.

location bid

 

2. Search v/s Search partner networks: Check how ads are performing on the other search network partners with Google. If conversions are less you can always go to the all settings tab and chose to not show ads on other Google search networks. By clicking on that option your ads will not show on other Google networks.

correct search

 

3. Top v/s others: By selecting the top v/s others option under the segment tab, a table with statistics appear showing where your ads appeared on the Google search top (above the organic search) and otherwise (below the organic search).

 

correct top vs others

 

The below image depicts that conversions are higher when the ads are on top, so to always remain above the organic search one can increase their CPC and get higher conversions.

top vs others

 

Similarly, sometimes being below organic search i.e. “Google search other” shows higher conversions than Google search top. In this case you do not bother about increasing your bids to be on the top.

 

top vs others 2

 

4. Ad Schedule: By adjusting the ad scheduling bid you can show your ads on specific days and also at specific times. At the campaign click on the dimensions option and see which day ads conversions are higher, based on this data adjust your ad bids.

 

dimensions option

 

The below report show that conversions are higher on Saturday, Sunday and Monday. Based on which the ad schedule bid adjustments have been increased so that ads appear more number of times on those days leading to higher conversions.

dimension monday

 

 

ad schedule final

 

Ad group level

  • Pause poor performing ads: For an Adwords campaign to succeed and meet the business goals you need to regularly review and refine your ads performance. Ads with high conversions and CTR are performing well and which do not have conversions and CTR are not performing well. Such ads can be paused.

correct poor ads

 

  • AB test ads: AB test ads basically mean that in the same ad group you have the same ad with different variations. The elements of variation could be: Ad text, the negative keywords for the ads and different landing pages. This AB test ad method will help you see which variation is performing better. Based on the data the other ads can be paused or changed.

Keyword Level

  • Pause Unproductive Keywords: At the campaign level choose the keywords tab and click on the download button. This keywords performance report will give you the details on how each keyword is performing and what is the avg. Position, converted clicks, CTR, Cost, Clicks and impression.Based on the statistics from the report pause keywords which are expensive and have less or no conversions and CTR.
  • Improve Keyword Quality Scores: The quality score of any keyword depends on the ad relevance, expected CTR and the landing page relevance. So, to improve the quality score for your keywords, ensure that your ads have relevant keywords in them and that keywords are grouped correctly to ensure relevant ad copy is served to users.
  • Add Negative Keywords: A search terms report shows the keywords customers are searching for. Based on this report you can either “add” or “exclude” the keywords at the campaign, ad group and the ad level.

 

search term report

 

  • Manage Keywords Bids: When you select each keyword you chose how much you are willing to pay. This is known as the keywords maximum cost per click. Based on how your keywords are performing you can increase bids for better performing keywords – keywords with large conversions and low cost per click.

And it’s done! Those were few tips to optimize your Google Adwords campaign in a profitable manner. If there are any other Adwords optimization techniques you use that are not mentioned, then do let us know in the comments below.

 

The 2016 Ultimate Adwords Campaign Creation Checklist

When you are creating your first Adwords campaign, chances are high that you may miss out on some key points and settings. Even if you do create campaigns every day, there are possibilities that you may fail to notice a few things. Here’s a checklist to help you ensure that everything is in place before you take your Adwords campaign live.

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Account & Campaign level 

1. Campaign type

Ensure you have selected the right campaign type based on your objective.

Choose,

Search Network only – When you want your ads to be displayed on Google search results.

Display Network only – When you want your ads to be shown on websites which your targeted audiences visit. These sites are called “Placements”.

Search Network with Display Select – When you want to ads both on Google search results and other websites.

2. Campaign sub-type

Ensure that the “All features” sub-type is set, so that you get all the advanced options & features like ad scheduling, ad delivery and advanced location settings.

3. Location Targeting

Check that you have selected the right location (country, city, district etc.) where you want your ads to be shown. You need to set the Targeted location if you want your ads to be shown only in certain locations.This ensures you do not receive unnecessary clicks from the locations not relevant to your business.

4.  Advanced Location settings

Ensure that you include and exclude locations through Advanced location targeting options, to make your targeting more effective.

Check if your option is set to,

People in my targeted location – If you are focusing the audiences who are living in the targeted location.

People searching for or show interest in my targeted location – if you want to show your ads to people who might not be living in your targeted but are searching for , or showing interest in the targeted location.

People in, searching for or show interest in my targeted location – if you want to target both the audience types listed above.

You also have the options to include or exclude places in the above criteria.

5. Conversion Tracking

Make sure that you copy the conversion code available in the “Tools – conversions” section and paste it in your Thank You or success page. This helps in tracking how productively the ad is being converted into leads. That can be a page sign up, purchase, phone call or app download.

Campaign Management – Google AdWords2

Conversions – Google AdWords8

If you are not familiar with how the conversion process works, here’s a detailed guide you can refer to.

6. Remarketing

Ensure that you have created a Remarketing list for your campaign to track visitors to your website who you can target ads to later. This can be found in the audiences section under the Shared Library, in the left menu bar, as shown below. You can generate the remarketing code and paste it in all relevant pages of your site.

Campaign Management – Google AdWords

7. Bidding

To begin with, it is recommended to choose “Automated bidding”, where Adwords sets your bids to help get as many clicks as possible within your budget. After  the campaign has run for a few weeks, you can switch bidding to “Manual” and set the Maximum you would be willing to pay per click.

8.  Billing

Verify that your billing information – country, billing address, and payment method have been added correctly.

9. Ad Delivery

If you have chosen the “All features” campaign sub-type, you will have two options to deliver your ad.

Ensure your option is set to ,

Standard – if your budget is limited and you want the ad to be evenly shown throughout the day.

Accelerated – if you want the ad to be shown as quickly as possible.

10. Ad Rotation

Make sure you set “Ad Rotation” when you have more than one ad in an ad group. This helps in choosing which ad to show more often. This setting consists of four options, namely,

Optimize for clicks – Ads receiving more clicks are shown often.

Optimize for conversions – Ads receiving more conversions are shown more often.

Rotate evenly – All ads in the ad group are equally shown.

Rotate indefinitely – All ads are shown for an indefinite amount of time.

Check if you have set “Rotate evenly” in the Ad rotation settings, so that you give preference to all ads initially and then change the settings later to either “Optimize for Clicks” or “Optimize for Conversions”, according to the ad performance.

 11. Daily budget

Confirm that you have set  the default bid and the amount you are willing to spend daily.

12Auto-tagging:

Verify that the Auto-tagging is turned on, under the “Preferences” section in the Account settings. This helps in tracking which keywords have brought visitors to your website and to which ad group they belong. Google Analytics uses auto-tagging URL and determines the ad performance.

Account Settings – Google AdWords

13. Negative keywords

Ensure that you have added all negative keywords, that apply to the account, to a shared list under the “Campaign keywords” section in the Shared Library as shown below.

Campaign Management – Google AdWords nega

Confirm that you have applied the list to all the relevant campaigns in the account.

Campaign Management – Google AdWords new

 

Ad group level 

While creating Ad groups, make sure you group together the keywords targeting a particular product or service ie. cluster the keywords in ad groups thematically. Make sure you follow the below mentioned best practices.

14. Number of ads

Check that each ad group has a minimum of two ads, carrying different Ad titles and Descriptions , so that they run alternatively. After evaluating their performance over a period of time, the poorly performing ads can be be paused.

15.  Mobile ads

At least one Mobile specific ad must be present in each ad group targeting mobile audience. You may notice certain truncated ads when you use mobile phones. It is because, those ads specifically created for the desktop users appear on mobiles. When you create ads,  make sure you also create a copy of the ad and check the “Mobile” in the device preference option. 

Campaign Management – Google AdWords6

16. Keywords

Similar keywords should be grouped under each ad group. As a good practice, it is recommended that , each ad group contain no more than 10 to 15 keywords in it.

17.  Match type

Ensure that you use relevant keyword match types for optimal ad performance.

new

Ad level

Writing a successful text ad is really important to target potential customers. Hence, the text ad should be both compelling as well as relevant to what customers are searching for. Ensure that you follow the below mentioned best practices for ads:

18. Capitalization

Check if the first letter of each word in the ad description is capitalized. This is more for visual purposes. Capitalizing each word increases the visibility of your ad resulting in higher click-through rates and improved quality scores.

pinnacle crest Google Search

19. Period  

As far as possible, make sure the First Description line ends with a period (full stop), so that, it moves up to the Headline. This is called an “Extended ad headline”. Most of the ads, with extended ad headlines stand out better on the search results pages resulting in better click-throughs on the ad.

laundry services Google Search

20. Keywords

Confirm that the Ad title, Display URLs, & Description lines contain keywords in them.

21. Landing page

Check if the Destination URLs are directed to the relevant landing pages.

22. Extensions

Make sure you add all the relevant extensions to your ad. When the information in the ad text are not sufficient enough to showcase your product completely, Ad extensions help displaying additional information. Adding extensions also help the ad occupy a larger space in the SERP, which increases its prominence and visibility.

There are seven different ad extensions which can be found in the “Ad extensions” tab under each campaign.

Campaign Management – Google AdWords ext

 

Sitelinks extensions – Direct the users to the specific pages in the website and helps the users to find what they are looking for.

Location extensions – Direct the users to the nearest product store.

Call extensions – Call option making the mobile or tablet users to contact you directly.

App extensions – Take the users to the app store in order to download the product app.

Review extensions – Display positive reviews from various sources.

Call out extensions – Again a descriptive text to the ad, helping the user to explore more about the product.

Structured snippet extensions – Display additional landing page details.

le chalet Google Search

Also, verify that all the extensions are linked to the relevant pages.

23. Repetition of Information

Make sure, no information already present in the Ad Description is repeated in the ad extensions. Remove or change it, if any.

24. Negative Keywords

In order to prevent your ads showing up for irrelevant keywords, make sure you have added negative keywords both at an ad group level and at a campaign level under the “Keywords” section.

Campaign Management – Google AdWords 1

 

25. Call to Action

Last, but not least, ensure that all ads have a Call to Action, which is the ultimate goal of any Ad campaign.

Whenever you create your next adwords campaign, keep this checklist handy to ensure that you don’t miss out on anything important.

Is there any check you carry out that we missed including? Do let us know in the comments below and we will have it included.

3 Ways to track phone calls generated via Google Properties

Often when we track results via digital marketing, we tend to track website traffic along with goals (transactions or leads generated). One element we have seen many bushinesses miss out on is tracking how many phone calls were generated via the online medium. If you do not track and calculate the calls generated, it is a significant number of leads that are missed out or rather not counted into the digital metrics.

The power of pushing a phone number on your landing page, social page, or website is dynamic. Depending on the nature of the business and the product/service type, placing a phone number makes it easier for a customer to engage with your business. Call tracking via Google Analytics, Google AdWords & Google Plus allows you to monitor which visitors from your website, social ads, and other digital promotions who have conversed with you via phone. While the three methods do not encompass or track all calls but its a huge step from not tracking the calls.

So lets look at each of these tracking methods in a bit more detail. Once you have implemented all these three methods, you can add these numbers to your existing results metrics to understand the true impact of your digital marketing efforts.

On Google Analytics
When users click your phone number (on a mobile device) to call your business, Google Analytics is able to track these via what they call “Event Tracking“. Events in this scenario could mean phone calls or even downloads, video plays etc. Configuring the Google Analytics event tracking code while easy, requires some technical know how. So do involve your technology or web team to help you get this done. This google analytics event tracking code is used to record a user’s interaction with the website elements and in this use case we tracking the number of people who clicked on the phone number to call the business.

Example:

Call Track

Specifications to call the _trackEvent() method in the UI element of a page:

Capture - Code

  1. category (mandatory field) – The common name given for the phone numbers you want to track.
  1. action (mandatory field) – A string that is uniquely paired with each category, to define the type of user interaction for the web object.
  1. label (optional field) – An optional string to provide additional dimensions to the event data.
  1. value (optional field) – An integer that you can use to provide numerical data about the user event.
  1. non-interaction (optional field) – A boolean that when set to true, indicates that the event hit will not be used in bounce-rate calculation.

As a result, all user activity on the on-site contact numbers provided is calculated and displayed as Events in Google Analytics (under the Behaviour tab)

Events

On Google AdWords
Customers can call your business after clicking on a Google ad and learning about the products and services that you offer on your website. The AdWords click-to-call ads help you connect with these customers. These ads encourage calls to your business by showing the phone number on the ad. On smartphones and other high-end mobile devices, these phone numbers are often clickable and cost the same as a standard CPC would demand.

click to call ads

Click-to-call ads also help you to gain insights about the calls. These stats help you understand which keywords and ads are driving the most phone calls, which results in the optimization of these ads to make the graphs better. To activate these you will need to go to the Ad Extensions Tab.

On Google+
Google+ provides the easiest steps towards gauging the call metrics. One has to simply make sure that his/her business page furnishes all contact coordinates clearly. Furnishing all information makes your contacts visible in the search engine, where customers are given the power to call your business by a single touch of the button.

Acharya - G+

The metrics towards these calls can be viewed in the ‘Insight’ tab of you the business’s Google+ page.

Google Calls

Learn more about Event Tracking – Web tracking & click-to-call ads to unlock the potential of your landing page or website, to monitor the amount of audience who convert through calls.

Basics of Google Adwords – What you need to know before your first campaign

Google Adwords is a powerful online advertising tool that helps people find a business at the precise moment they are searching for the product/service that the business offers. Every business can use Google Adwords to grow their reach and achieve their business goals which may be to generate leads or enhance sales.

Below you can find a slideshare presentation on the basics of Google Adwords and what one needs to know before starting their first Pay Per Click campaign. This has been made from practical experience of multiple team members at Social Beat (a Google Partner).

Ad Types

Google Adwords offers a whole range of ad types to choose from depending on the objective of the campaign.  Ad types include plain text ads for the search network on desktops & mobile phones, text or image ads for the Google Display Network (GDN), Product-listing ads and Search, display and In-stream video ads on YouTube. Prior to running a campaign, it is important to understand each type and how they function.

Keyword Research

Keyword research forms the basis of an Ad campaign on the search network. The keywords must be specific and include all possibilities and variations keeping in mind the interests of the target audience. A clear understanding of the keyword types – Broad match, modified broad match, phrase match and exact match and using the right mix of them in a campaign is essential to building a successful campaign. It is also important to carry out research for your negative keywords (not sure what negative keywords are? Watch out for our next blog post on the same)

Ad creation

Similar keywords would need to be grouped together to form different Ad groups and then multiple ads would have to be created for each group. For example, for a dental clinic they Ad Groups could be Dentist, Dental Clinic, Dental Care, Orthodontic Treatment etc. These might seem similar from a business perspective, but from a search and Adwords perspective they need to be broken down into separate Ad Groups.

The quality of these ads is of paramount importance as these will attract the user to click on them and get to your website. There are a number of rules to be followed and techniques to be learnt. One interesting technique, which helps make the ad headline appear longer the 25-character limit when the ad is shown, is to add a full-stop at the end of the first line of the description. The ad must always include the key selling points and adding a keyword in the display URL would help enhance quality score.

Quality Score & Ad Rank

Quality score of an ad takes into account the expected Click Through Rate (CTR), Ad relevance and the Landing Page experience. Keywords need to be optimized to enhance Quality Score which will eventually impact the Ad rank (which is the Quality Score multiplied by the CPC bid). A good understanding of ad rank and quality score is essential to running a good campaign.

Once the campaign is up and running, improving it and optimizing it is a continuous process and involves managing bids, refining keywords based on conversions and adapting ads based on their response.

Are you ready to run your first campaign? Have any questions? Feel free to drop them below and we’d be glad to answer them.

Social Beat becomes Google Partner

The Team at Social Beat is excited to announce that Social Beat is now an accredited Google Partner for Google Adwords/Pay Per click Advertising.

Our newly acquired Google Partner badge certifies us as a company trusted by Google which is capable of providing the highest levels of service to clients.

 

Social Beat becomes Google Partner Social Beat becomes Google Partner

 

We have fulfilled Google’s three main requirements for being a Google Partner

Certifications

Google requires the team handling Adwords to prove their advanced AdWords knowledge by getting certified in AdWords.  All team members handling Adwords campaigns at Social Beat are certified by Google to have the required levels of competency and proficiency to run successful campaigns.

Best Practices

Google Partners are required to demonstrate that they have mastered the essentials covered in the Google certification exams and are maximizing their clients’ performance by implementing Google’s recommended best practices in client accounts.

Google reviews Partner agencies’ client accounts to make sure that their clients are getting excellent service, including the type and frequency of the changes being made, client retention, and whether they’re making the most of their clients’ budgets.

Spend

A minimum spend of at least USD 10,000 over the last 90 calendar days is required to indicate the state of an agency’s business health.

Being awarded the honour of being in the elite group of Google-approved marketing agencies reaffirms our expertise and ensures that our practices conform to Google’s advertising guidelines and are proven to drive ROI.

Contact us to get your Adwords campaign started or to optimize an existing campaign for better ROI.

Infographic on Digital Marketing in Real Estate

Buying a home and talking about real estate prices is a popular topic over coffee. The Real Estate Industry in India, and Chennai in particular, is growing rapidly with new developments in the heart of the city and many suburbs becoming a part of the city. Developers and Aggregators provide a lot of information online to increase awareness of their new projects and help us make the right purchase decision. The above infographic provides information on the digital and social media activities of Indian Real Estate Developers, with a special focus on Chennai.

Digital-Social-Media-for-Real-Estate-Chenna-India-Infographic-419x1024

As the infographic points out, almost 49% of the companies are not leveraging the digital media to boost their business and hence loosing out a huge opportunity to leverage their offline business.

Some of the developers covered include Prestige Developers, Vijay Shanthi, BBCL, Ceebros and Akshaya. Watchout for the next infographic in the Real Estate Space, which will cover best practices in online media by Global Real Estate companies.

SEO for Indian website: What is it going to take?

With paid advertising getting more expensive by the day, SEO is a critical part of any digital media plan. Not many businesses in India are doing a good job at SEO, which leaves an opportunity for young businesses to capitalise on the growing digital market. So, where does one start? Below are the key aspects of SEO of executing an SEO plan.

SEO in Chennai

1. Pre-work to SEO: The first step is to analyse competition and where one stands relative to them. Importantly, one needs to finalise the target keywords by combining data on (a) focus areas for the business and (b) intensity of competition for those keywords. Google Adwords Keyword Tool it the best way to research relevant keywords. It’s a good practise to place some paid ads to test the effectiveness of the keywords. Tools like SEOMOZ are also useful in assessing competition and their strategy.

2: On-page SEO: Once the keywords are finalised, the website needs to be made as informative as possible for the consumer and for search engines. For the search engine, the critical factors are

  • Appropriate Title Tags
  • Meta Descriptions
  • Internal Links and site structure
  • Valid Sitemap
  • Error free website (no 404 errors)

Search engines value what consumers value – which is, relevant and original content. Professional reviews or reviews from consumers, blogs, articles, case studies will add significant value to a website.

3. Off-page SEO: Given the intense competition, on page SEO is usually not enough to start ranking high. Especially in India, some sectors, such as ecommerce, have seen a lot of off page link building. A link is considered a “vote” by google, about a websites popularity. While it’s easy to go for “paid links”, the path is very tricky and businesses deploying such strategies have been severely penalised by google in the past. Building links from high quality sources (relevant blogs, mass media, consumer blogs and social media) is a much more viable and long term strategy. Finally, For local businesses, it critical to rank high on Google Places. More about that in a future column.

No discussion on SEO is complete without understanding how search engines rank websites. The key factors they look at are:

  • Relevance: How relevant is your page to the search query? Are the search terms part of your page title and page content?
  • Popularity: Have you got links from other websites for the content related to the search term? What’s the ranking of such sites?
  • Recency: How recently was your content posted? Is it old material which needs to be refreshed or is it up-to-date relevant material?

SEO continues to be a excellent customer acquisition channel and any business investing in it will see returns in 3-6 months, depending on the competition in the category.