With the Indian real estate space getting increasingly crowded, it has become a significant challenge for developers to differentiate themselves from their competitors. In order to stand out, real estate developers need to try something unique to gain the upper hand. With the tier II and tier III cities being active on the Internet and most of them using vernacular language to consume content, Casagrand formulated an innovative vernacular ad strategy to engage with India’s next billion internet users. Here’s how Casagrand utilised vernacular content in their ads as one of their key real estate digital marketing strategies to reach this market and achieve an incredible 90 percent increase in leads.
Casagrand Builders is one of the biggest real estate developers in South India, with a large presence in Chennai as well as projects in Bangalore and Coimbatore. They are committed to building aspirations and providing homes that offer families the highest quality and value. Casagrand had two main objectives:
In order to meet these objectives, we formulated a multi-targeted approach which would capture the attention of potential buyers at various stages of the buying process. This would ensure that Casagrand would occupy a high position in the consumer’s mind space and give it an edge over its competitors. To do this, we utilised three main strategies:
According to the Google and KPMG report, the number of regional language speakers online in India will reach 76 million within the next five years. As this audience base grows in size and influence, it’s important that brands start creating multilingual content targeted towards them. Casagrand capitalised on this opportunity and developed a regional language-focused approach in their marketing strategy. We identified the Tamil-speaking consumers as the primary target audience since most of Casagrand’s projects are located in Chennai. Based on this, we began developing vernacular ads in Tamil so we could reach out to these consumers directly. We used vernacular ads extensively for specific projects like Casagrand Uptown. Speaking to this regional audience in the language they were most comfortable with, Casagrand was able to develop a relationship built on trust and comfort with their target audience. This played a pivotal role in helping us generate high-quality leads for Casagrand.
We identified the Google Display Network as the most effective way to reach our target audience to create maximum impact. Google Display Network allows us to find the right target audience and deliver our message contextually. One of the tools we used to maximise reach through custom affinity audiences. Building bucketed Custom Affinity Audiences allowed us to reach out to our specific target audience to ensure the right people were coming across our message. Gmail Ads displayed at the top of a user’s inbox also proved very effective in creating awareness and generating leads.
One of the most important ways digital marketing is transforming the real estate sector, is by creating brand awareness right from the initial stages of the buying process. As one of Casagrand’s primary objectives was to occupy the mind space of potential buyers, maintaining a high impression share across relevant keywords was very important. Through competitive bids on generic keywords (eg. 2 BHK apartments in Chennai), as well a brand-specific keywords, we ensured that users would continuously come across Casagrand’s ads in their search results. This helped increase the number of quality leads generated.
Through this extensive and in-depth approach, we were able to generate an unprecedented increase in the number of leads for Casagrand. Our strategy of utilising vernacular ads helped grow Casagrand’s leads by 90 percent QoQ and also increased the overall click volume by 85 percent QoQ. Vernacular ads were extensively utilised in the Casagrand Uptown project marketing strategy, with 50 percent of total spends being allocated to Indic Display Creatives and targeting. This approach delivered significantly higher leads and a CPL that was 60 percent lower than that of normal display creatives. These results prove that vernacular ads offer massive benefits not just in terms of increasing brand awareness, but also in delivering higher ROI.
As the number of regional language users growing at a faster pace than English language users, they are quickly becoming one of the most important segments for brands to focus on. The phenomenal results Casagrand achieved by implementing a strong vernacular ad strategy is proof that brands cannot afford to ignore India’s regional audience. To learn more about our work with Casagrand, you can also read how we helped Casagrand generate a record 190 crores in revenue via Facebook.
The Google Display Network is a vast network in the digital world. It helps not only by displaying ads to people who are looking for your brand but also to people who might be interested in your brand and are occupied currently with some other work like browsing another website, watching a video on YouTube, checking their mail, reading reviews or using their mobile apps.
Google display network offers umpteen ways of targeting your ad but finding the best targeting might seem to be a tough job at times. For this reason, Google has made it easy and has introduced smart display campaigns where our job is just to provide ad assets and set a target CPA, and Google does its best to drive as many as conversions as possible. The ad’s adaptability allows you to expand your reach without you having to create dozens of ads in all the combinations of ad types and sizes.
In these types of campaigns, Google sets its target audience and placements which it feels is worth spending for. Smart display campaigns are used when the advertiser wants to target additional customers beyond the manually targeted audience. As per google, the daily budget should be 10-15 times the target CPA bid.
Unfortunately, smart display ad option may not be open for all the accounts. The advertisers have to check if they are capable of running a smart display ad before they plan. There is a passing criterion of at least 50 conversions on the display network and 100 conversions on the search network in the past 30 days without which running the ad might not be possible.
Creating a smart display campaign is very simple. The process is similar to that of a display ad creation. When you promote the ad, click on “Marketing objective radio button.” In the drive action objective, select an appropriate option which then lets us know if our account is eligible to create a smart display campaign.
Once you have created the campaign, set the campaign budget, and the target CPA goal.
We provide only the ad assets, Google then scans your website and selects appropriate images with which it creates a series of responsive ads to be tested.
Be aware of your asset size restrictions before you start, so you have all your ducks in a row before you start creating your SDC.
Automated bidding
The smart display bids are based on target CPA where the performance data suggests the highest likelihood of conversion occurrence. The bid is automatically set higher, and when there is a minimum probability of conversion, it is set lower. The campaign should start optimising in two weeks or after 50 conversions, whichever comes first.
Note: Google does not guarantee to stick to the target CPA, it may vary according to various factors.
Automated targeting
As the name suggests, the targeting is based on tracking which demographics, locations, etc. help in more number of conversions for the ad.
Smart display campaigns cover two targeting methods; automated remarketing where ads are targeted to the website visitors and automated targeting where people just above the buying phase of the marketing funnel are targeted.
If a remarketing campaign is already created in another campaign, the ad with higher relevance shows up.
Apart from these, site category exclusions can also be specified.
Note: Avoid going for smart display campaigns if you have a very specific target audience in mind.
Automated Ad creation
This feature is similar to that of a responsive ad. We enter the ad copies, images, logos, etc. and google assembles it into various types, sizes and shapes based on where the ad appears on the google display network.
Also, read our blog on the most definitive guide to optimising your AdWords campaign.
Have you created your smart display campaign? Do share your learnings and experience with us in the comments section below
There’s an app for everything these days. If you are a heavy user, you probably have numerous apps installed on your smartphone. Each app in your phone serves a purpose, giving you a good reason to use when required. Only thing is, there are too many apps that share similar features and functionality, so you need to come up with ingenious ways to make your app stand out.
At present, there are more than 4 million apps in Google’s Play Store and Apple’s App Store combined, and these numbers are increasing at a huge rate. To stand out in this overflowing marketplace, your app needs powerful marketing and promotion. Here’s a quick guide on the many ways you can market your newly launched mobile app.
Even before you begin marketing your app, you need to be 100 percent sure it is prepped and ready for displaying on a selected app store. Little things like the app icon, software updates, and app descriptions play a big role in your app’s awareness and life cycle in a store. Keep a cheat sheet for app store optimisation next to you throughout the development and marketing of your app.
A lot of apps launching today are really just an extension of a product or service that already has a strong presence on the web. If you’re going the reverse way, you still need some sort of website presence that can be used as a promotive platform. The best option is a landing page, which can be used to promote your app organically. Let’s say you’re writing an informative blog article that centres around your app-based product or people search for the product you offer on Google; if the first point of communication is a landing page, there’s a big chance that searchers get converted into a user of your app.
Make the most you can out of the freedom of expression offered on the landing page. You can provide detailed information about your product and even create a mock version of your app to give users a taste of what to expect.
Human, a fitness initiative, launched as an app to inspire people of all ages to get active for a minimum of 30 minutes every day. To boost awareness for the app, a landing page was created that explained in detail the various features and benefits of using the app. The landing page included app screenshots, a simulator that showed real-time statistics of the app’s usage and various testimonials. Installs of Human hit the 1 million mark and the app was also rated amongst the best of 2014
Advertising is the fastest way to create awareness about a product and the same can be said for your app. There are a number of third party services that enable you to create and promote app install ads, so keep your finances in check and work out the best possible deals for advertising your app.
Facebook and Google’s app install campaigns are the best to start with. Here are the steps:
If shelling out money for advertising isn’t a good option for you, try the alternative route with social media promotions. Blogging, hashtagging, and page posts are some of the many techniques you can utilise on social media. Audience engagement helps build trust and value for your app and works wonders in the long run, provided you have patience and perseverance when using this marketing method.
One of the quickest ways to increase app installs is to request current users to write reviews and rate your app. App Store algorithms calculate app popularity through user reviews and number of downloads, which ultimately push your app to the Top Charts. You can implement the review and rating feature in your app via a number of unique ways; asking for reviews after multiple usages of the app or providing additional app features after a review or rating is done.
Just like Google’s numerous tools that help keep track of a website’s performance or the number of views and clicks on an ad, Mobile App Tracking tools help you track the number of times your app installed. Even when you promote your app through paid advertising, you can use app tracker tools to see from which method of promotion your app is benefiting most. Doing so helps in managing your ad expenses as well as gives you some pointers on what needs to change to enhance your app’s user experience.
Do you know any other interesting tricks of the app marketing trade? Share your ideas in the comments below.
This article was originally published on BusinessLine on Campus
By now many of you would have come across the latest feature released by Google Adwords called “Account Health Score for Search”. It can be found in the opportunities tab of the AdWords interface, where it displays a certain score along with a list of suggestions to improve your account health across various parameters, as shown in the image below.
This is a beta tool introduced by Google that analyses the AdWords account and grades it based on how well the Search Network campaigns are configured. It comes with a set of recommendations that when implemented, will help in improving the score and performance of your search campaigns. The score is between 0% and 100%. The better your campaigns are configured, the better it performs in terms of conversions and cost per conversion (lead or online sale). While starting a new ppc campaign or optimising an adwords campaign can be quite tedious, this tools gives you a ready checklist.
When you click on the get started button, you’ll be taken to the page where all the live search campaigns currently running in your account will be listed along with its health. Additionally, it also gives you a set of recommendations to improve the score for every campaign as shown in the image below:
For all businesses, there are a certain set of goals that needs to be achieved to succeed and ward off the competition. Some of the most important goals of businesses are as follows:
Increasing Traffic to Your Website:
If you don’t get any traffic to your website or the landing page, it will be similar to living in a ghost town with no people. Nobody wants that and paid traffic is one of the quickest ways to acquire your customers. While running search ads, Google recommends a certain set of suggestions which helps you in increasing the traffic to your website. They're as follows:
Increasing Click Through Rate (CTR):
Click Through Rate (commonly referred to as “CTR”) is a commonly used metric by digital advertisers to measure the success of an online advertising campaign. The higher the CTR, the more effective the marketing campaign will be in bringing traffic to a website. Google has listed out some set of recommendations for achieving higher CTR. They’re as follows:
Increasing Conversion Rate (CVR):
Every digital marketer in the world can acknowledge that conversions are the lifeblood of any online marketing campaigns. The main goal of running a lead generation digital marketing campaign is to acquire customers for your business. Measuring the conversion rate is a crucial metric for all digital businesses. For increasing the average conversion rates, Google suggests to implement a particular set of recommendations which are as follows:
Increasing Return on Investment (ROI):
ROI is typically the most important measurement for advertisers because it shows the real effect that AdWords has on your business. While it's helpful to know the number of clicks and impressions you get, it's even better to know how your ads are contributing to the success of your business. Hence, Google has set of recommendations to implement for getting better results. They’re as follows:
By implementing these suggestions, it can definitely help in improving your ROI to some extent. To know more about ROI, check out - Measuring ROI of Digital Marketing.
Reducing Waste Spends:
No in the world can create a perfect campaign in one go and forget about it all together. Every advertising campaigns need to be fine tuned and optimised on a continuous basis. One of the important ways to improvise effectiveness of the campaigns is to reduce the waste spends. For this Google recommends you to do the following:
Conclusion:
Our recommendation is to make use of this tool and implement all the suggestions provided by Google. It helps you to take advantage of many features that Google has to offer you and get the best out of your advertising efforts.
So you’ve developed a mobile app, excellent, but what next?
There are more than 4 million apps in the Google Play Store and Apple App Store and this number will only increase with the coming years. While each app is exclusive to the developer, only a few get the deserved recognition from users. To be precise, the fate of your app after its development depends on how many users download and use it. According to research, 63% of apps are discovered through app store searches, so it is highly essential to optimize your app for the app store.
Here are some best practices to get more app downloads and to increase your rankings in the app store.
No, naming your app after you or your business won't work well. A good idea would be to choose two to three keywords and using at least one of them in the title of your app. According to data, apps with keywords in the title rank 10.3 per cent higher than those without a keyword in the title. This way, your app will show easily in the search results. However, make sure that you don't make the app name look like a spam by overstuffing keywords. The title needs to be short because that’s what users can read in a single screen. Obviously, you don’t want your title to get cut. Titles are usually cut after the 23rd character (including spaces) in the App Store and the 30th character in Google Play. The first thing that the users see about your app is the name and icon. This is the first and the best chance to impress your users. Therefore, be cautious and creative when thinking of a name for your app.
Most of the times, users may need an app for some particular function, but they may not be sure which, app to download for the same. In such cases, the description option in the app store comes in handy. Reading the description of the app will help the users know what your app does, and it will also decrease the chances of uninstalls as the users know about the app well before downloading it.
Make sure the description is precise and concise and brings out what the app does exactly. Use bullet points wherever required and avoid dense paragraphs.
Also, read our blog on "10 Free Apps for Productivity, Social Media & SEO.”
As we said before, an app icon and the app’s name are the ones that catch your users’ eyes easily. Make sure that your app’s icon is designed from scratch. Also, do not make it too elaborate or complicated. Keep it simple, unique, and attractive and make sure the icon breaks through the clutter. Do remember that the play store and the App Store have both varying standards in terms of size, geometry, and color scheme of app icons, so design the icons accordingly. The iOS icons should be sized to at least 1024×1024 pixels and the Google Play requires a 512×512 icon.
Have you noticed those screenshots that are shown in the app store when you check out an app? Well, that’s your next chance to capture the attention of your potential app users. To make a visitor download your app, you must place screenshots tactfully in this section. You can upload up to five screenshots for an iOS app and eight for an Android one, however, only two or three screenshots will appear in the gallery when the page loads. Only use screenshots that will differentiate your app from other similar apps. For the best results, you could A/B test various screenshots to see, which drives the most downloads. Read our blog on “How Design Can Help Tell a Brand Story.”
Like any other software, your mobile apps will also need regular updates and upgrades. If you launch your app and forget it, your users will download it and forget or uninstall it. Release periodical updates with relevant release notes explaining what’s new in the update.
You don’t have to urge them to review or rate you with pop-ups every other minute, but gently nudge your users to rate your app. This will always help in increasing your views. Furthermore, do not ignore negative reviews, but pay attention to what was wrong in the users’ experience and try to fix it. The apps with high ratings are all ones that keep their audience engaged and take customer feedback positively. You can also make use of influencer marketing to get your app reviewed by top digital influencers.
If your app is something that needs to be bought, set a competitive pricing. Instead of making your app more expensive than other similar apps, set a nominal price and improvise on making your app the best in the category. If your app is free, then add it to the in-app purchases category to improve its listing and visibility.
When your app is available in various languages and is compatible with different OS versions, it is bound to get more view and reach than an app released only for one OS and in English. Both the iOS and the Play store allow you to localize your listings to make discovering your app easier for customers in other countries.
We hope by now you have understood the various best practices that must be followed to improve your app download. Comment below some of the other tips that you would like to add to our app store optimisation cheat sheet.
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.
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.
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.
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.
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.
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.
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.
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).
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.
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.
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.
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.
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.
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.
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.
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.
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.
12. Auto-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.
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.
Confirm that you have applied the list to all the relevant campaigns in the account.
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.
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.
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.
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.
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.
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.
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.
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.
Outbound and Interruption Marketing is losing its sheen in favor of Content Marketing and Native Advertising. Though they seem similar but there is quite a difference between the two forms of marketing. This article will help you understand the difference between Content Marketing and Native Advertising.
Content Marketing is a marketing approach that involves creating valuable and useful non-promotional content by brands. The important part in the first sentence is “valuable and “useful”. Self-serving and promotional content cannot be placed in the content marketing bucket: Value-add is the only secret.
Goals of Content Marketing:
The goals for content marketing can be broadly categorized as follows:
Different Forms of Content Marketing
Content Marketing can be done in varied formats but some of the key ones are discussed here.
Metrics to track the effectiveness of Content Marketing:
Tips for an effective content marketing strategy:
Native Advertising is a form of paid advertising where the content put out seems similar to the native content of the platform. You would have come across one or the other form of native advertising daily – while reading an e-newspaper, browsing through an ecommerce portal or on your favorite Google Search Engine. According to Business Insider, The global native advertising spend is estimated to cross $21 billion by the year 2018.
Goals of Native Advertising
Different Forms of Native Advertising
Metrics to track in Native Advertising
Tips for Native Advertising
Every marketing expert knows the importance of content marketing. It is a great way to engage with customers and to provide them with knowledge. Creating content that is both relevant and valuable to its target audience is at the very heart of effective content marketing. With the growth of mobile and internet in India, every town and village in India has access to Internet. Thanks to this internet revolution, most of the target audience can be found speaking another language apart from English. So how are you going to address this problem? Our solution is a multi-lingual content strategy.
English is, of course, most commonly used language online not just in the world but also in India. However, Google data shows 94% growth rate for Hindi content consumption. Keeping this in mind global brands has started focusing on regional language as art of their strategy. A year ago, Facebook users were flabbergasted to see the login page in Hindi script. This was followed by US based visual discovery tool Pinterest launching a Hindi version, allowing users in India to use the translated version.Today, Google supports languages such as Hindi, Gujarati, Marathi, Bengali, and Tamil among others.With 127 million Internet users in India consuming content in local language, all global social media sites have realized the fact that they if they don’t go local in India they might soon lose relevance. Catering to the internet users in tier II and III towns, Google is now focusing to expand usage of its products like Google maps in vernacular languages, especially Hindi.
Of the literate 74%, only 10% read English while the rest consume content in the vernacular medium. Remaining 66% are literate in their local languages. According to a latest study conducted by Internet and Mobile Association of India and IMRB International, regional content availability can boost the growth of Internet in India by 24%. There are more than 70,000 newspapers printed in India and around 90% are either printed in Hindi or other vernacular languages. Realizing the importance of regional content, Indian app developers are also recognizing the need for local app distribution platforms. International app stores do not lend themselves to the easy discovery of highly India-specific regional content.
Yourstory.com, one of India’s leading platform for entrepreneurs and promoting the entrepreneurial ecosystem, recently included separate sections for regional content.
The website also offers content in 10 other languages including Marathi, Telugu and Bengali.
Their regional content strategy has taken off well and has received positive response from the audience. As you can see, the Hindi article has 650 shares and the Tamil content has over 200 shares. The website is updating their regional language pages everyday with interesting articles.
So if you are convinced that regional content marketing is important, here are a few things to consider.
It’s easy to ignore other languages if one dominant language makes up the majority. While English does make for the majority, there is a section that only consumes content in a regional language and this section could be your most important target audience. An English creative gets 0.1% to 0.15% Click Through Ratio (CTR), while a language creative can get 0.4-0.5% CTR. So if a language content and creative has a change to drive more traffic to your product or website, why not concentrate more on it?
When you market your brand in a regional language, it appeals to the emotional quotient of the audience. So localization of content should be an integral part of the creation process. For instance, McDonald’s involves its international teams at an early stage of product development, ensuring it can adapt their most effective marketing strategies to each individual culture where its campaigns are rolled out. Its in-country translation and localization teams ensure that the content strikes the right note in each country.
Your ultimate goal of participating in social media is likely to drive traffic back to your website so you can convert those visitors into leads. Without pitching brands directly, content marketing looks at generating relevant content that educates and creates awareness among customers. It has become an important marketing avenue for the fund-crunched startups to compete with the bigger brands. But it is very important that your content is unique and engaging for your customers. Duplicate or low-quality content can prove to be counter-productive. Once your regional content is up and running, the next step is to ensure that it reaches your target audience. There are many content amplification techniques that can help you promote your content to a large audience. The content strategy needs to be integrated with your social media marketing. It can be key to engaging consumers and many brands are successfully adopting this for their overseas marketing efforts. This video tells you why adopting a multilingual strategy is the only way to connect with the next billion Internet users in India.
