Introduction to Digital Marketing

Difference Between Traditional and Digital - Overview and Demo.

● Cost-efficient, Eg: Newspaper - Youtube Ad banner

● Measurable, Eg: Ad flux banner - Facebook ads
● Targeting, Eg: TV ads, Facebook ads

Mode Attraction:

● Google
● Youtube
● Social Media
● Blogs

Lead Generation:

● Product Based and Service Based

● Ethical Bribing / Subscribe
● Remarketing - Email

Customer Delight:

● Free Brand Ambassadors

● ORM
● Influencer Marketing

Search Engine Optimization:

● Free Branding / Organic

● Long Term
● Online Reputation Management
● Mandatory For all companies

Search Engine Marketing / SEA / PPC:

● Complete Paid Service

● Based On Auction and Bidding
● Measurable
● Specific On Target

Social Media Marketing:

 ● Time spent by the audience
● Organic / Paid
● In-Depth Targeting – Personal data

Email Marketing

● Build List
● Add Value

Affiliate Marketing

● Sell Products on behalf of a company

● Get commission
● Amazon Affiliate
● Flipkart Affiliate

Analytics

● Data-Driven
● Quantitative
● Qualitative

Search Engine Optimization:

Optimizing your webpage to rank in the search engines by following the webmaster guidelines
Types of SEO:
- On-Page SEO
- OFF Page SEO
- Technical SEO
Types of Keywords:
- Short Tail
- Medium Tail
- Long Tail
Keyword Research with Tools:

-> Instant Suggest / End of SERP

-> Ubersuggest.io
-> Keywordtool.io
-> Keyword Planner(Google)
--- Average Monthly Search Volume
0-10, 10 -100, 100-1k, 1k-10k, 10k-100k
---Competition
High, Medium, and Low
-> Trends.google.com(optional)

Meta Tags:

Meta Title:
The clickable title that represents a website to people in SERP is a meta title. It is visible
in SERP, at the Top of the browser, and in the backend.

- Primary keyword should be used

- 60 - 70 Characters (512px)
- Readable, attractive, and engaging
- Use '-' or '|' to separate words

Meta Description:
The description that is displayed below is a meta title which is also visible in the
backend.

- Primary and secondary keywords must be used.

- 156 Characters
- No Keyword Stuffing
- Readable, attractive, and engaging

Meta Keywords:
Bunch of keywords which is added only in the backend. Meta keywords are not ranking
factors so it is optional to use.
- No character limit
- All the targeted keywords of the specific webpage are separated by ','
- Not required to be readable

Header Tags

<h1> Main Heading </h1>

<h2> Sub Heading </h2>
<h3> Sub Heading </h3>
<h4> Sub Heading </h4>
<h5> Sub Heading </h5>
<h6> Sub Heading </h6>

-> Primary Keyword in H1

-> Only one H1 per Webpage
-> Primary and Secondary keywords in subheadings
-> No character limit
-> Only h1 is mandatory
-> Readable, Attractive, and engaging

10 headings

1 - h1
3- h2
6 - h3

URL Structure:

- Primary Keyword in URL

- Only use '-' to separate words, No Other Special Characters
- 115 Characters

Eg: www.example.com/example-name
| |
Domain-Name Page-Name
| |
URL

Image ALT Tags:

- Alternative Name for Images

- If possible use keywords
- All Images must have an ALT Tag
- Geo Tagging

Technical SEO:

Technical Optimization that you perform on the website to improve the performance of the
website and search engine rankings

Page Speed:

The amount of time taken by a webpage to load completely on the user's device is page speed.
The faster the page loads better the results. Ideal Page loading time - 4 Seconds.

Common Issues for Page Speed:

- Image Optimization
- Leverage Cache
- Server response time
- Minify CSS/Javascript
Tools
- Page Speed Insights (Google)
- GT Metrix

Page Size: Total size of a webpage. The ideal Page size is >2MB

Mobile Responsiveness:

A website that adapts across all devices is a mobile-friendly website, It is mandatory to keep the
website mobile-friendly.

Tool: Mobile-Friendly Test(Google)

Accelerated Mobile Page (AMP)

It is a piece of code that turns your regular webpage into an accelerated mobile page resulting
in better speed and usability for mobile device users. This is optional.

Secure Sockets Layer (SSL):

SSL Certificate is an encryption layer between the server and the client to secure the data
transfer which provides a safe browsing experience for the users, This turns your HTTP to
HTTPS. This is mandatory.

Eg:
-> http://www.example.com --> Non Secure
-> https://www.example.com --> Secure

User 1 -- Hi >---|Hi|--> User 2

User 1 -- Hi (encryption)>---|89|--->(decryption)-> Hi User 2

Server --> Webpage/Data (encryption)>---|**|--->(decryption)-> Webpage/Data-- Client

XML Sitemaps:
This is an XML file consisting of all the URLs of your webpages that need to be crawled
by the search engine bots. This file is mandatory for all websites

Types | File Name | Eg:

-> XML Sitemap | sitemap.xml | www.example.com/sitemap.xml

-> ROR Sitemap | ror.xml | www.example.com/ror.xml

Robots Exclusion Protocol:

This is a protocol that allows you to block the search engine bot from crawling a few
specific pages of your website. This protocol is implemented by a notepad file and it is
mandatory

File Name Eg URL

Robots.txt --- www.example.com/robots.txt

Syntax

User-agent: *
Disallow: /page-1/
Disallow: /page-2/
Disallow: /page-3/
Disallow: /blog/blog-title/

Sitemap: https://www.example.com/sitemap.xml
www.example.com/page-1/

www.example.com/blog/blog-title

URL Canonicalization:
It is a process of choosing the preferred version of your domain for the search engine bot
to crawl to avoid duplication of content within the website.

www.example.com
example.com

Dwell time:

Amount of time that people spend on your website. More time spent on your website it is
better for ranking.

Click-Through Rate:
The number of people who look at your website on search engines vs the number of
people who click on your result in SERP.

Website Audit:

It is an evaluation process to audit and understands the SEO implementations in the

website. It is important to perform an SEO Audit before starting other implementations

Tools:
- iWebchk
- SEO Analyzer
- SEO Optimizer
- SEM Rush
- Ahref

Parameters for SEO Audit:

Website URL
Title
Description
Keywords
Header Tags
Image ALT Tags
URL Structure
Keyword Density
Content Strength
Plagiarism
Keyword Prominence
Page Speed
> Fully Loaded Time
> FCP
> LCP
> Page Size
Mobile Friendly
Sitemaps
Robots.txt
SSL
Backlinks
Broken Links
Off-Page:
Optimizations that you perform away from your website to drive traffic to the website and
to improve search engine rankings are off-page SEO.

Off-Page Links:
Optimizations that you perform away from your website to drive traffic to the website and
to improve search engine rankings are off-page SEO.

Hyperlinks: URLs that allow a user to visit a webpage

Links
|
| |
Internal Links External Links
|
| |
Inbound Links(Backlinks) Outbound Links
|
| |
Do follow No Follow
Link Juice

Broken Links:

A broken link is a hyperlink to a website that is linked to an empty or non-existent external

webpage. When a broken link is clicked, an error message is displayed.
Off Page SEO Submissions:

-> Social Bookmarking Submission

-> Social Media Submissions
-> Article Submissions
-> Question and Answer Submissions
-> Forum Submissions
-> Blog Commenting
-> Guest Blogging
-> Inforgraphic Submissions
-> Image Submissions
-> Video Submissions
-> Document Sharing
-> Directory Submissions

Google Search Console:

Google Search Console is a free web service by Google that allows webmasters to
check indexing status, search queries, crawl errors, and optimize the visibility of their websites.
You don't have to sign up for Search Console to be included in Google Search results, but
Search Console helps you understand and improve how Google sees your site.

Search Engine Marketing:

Search Engine Marketing / Search Engine Advertising / PPC / Adwords / Google Ads

A Paid advertisement platform through which you can advertise across the web, primarily on
the search engine result page.

When not to go for SEM:

-Lack of Resources:
When you cannot afford the required cost per click
-Landing Page
When you do not have a converting landing page
-Not searched on Search engines
When no one searches for your business on search engines

Advantages:

-Target your audience

-Quality Traffic
-Higher Return on Investment
-Google SERP
-MEASURABLE (impressions, clicks, conversions)
-Faster reach
-Bid on competitor’s keywords
-Free Branding
-Retargeting/ remarketing (based on cookies)
-Target millions of keywords
-You bid, you can decide
-Complete control of the budget
-Pause & play / edit & modify

YOU CAN SHOW YOUR AD IN 2 PLACES

-GSN- Google Search Network- Google SERP & other partner search engines ie maps, AOL,
ask
Search / Text Ads
Image Ads (PLA – Product listing ads or shopping ads)- only for e-commerce
-GDN- Google Display Network
Youtube, Gmail, & other partner websites
Animated banner ads (rich media ads)
Video ads
Image ads (static)
Text ads

ADWORDS STRUCTURE
Account
Email
Username
Password
Time Zone
Currency

Account - Campaign - Ad Group - Ad Copy

Account

-Campaign 1
--Ad Group 1a
---Ad Copy 1
---Ad Copy 2
--Ad Group 1b
---Ad Copy 1
---Ad Copy 2
-Campaign 2
-- Ad Group 2a
---Ad Copy 1
---Ad Copy 2
-- Ad Group 2b
---Ad Copy 1
---Ad Copy 2

Types of Campaigns:
1. Search campaigns | Text ads on search results

Search campaigns let you reach people while they’re searching on Google for the products and
services you offer.

It's great for driving sales, leads, or traffic to your website, as you can show your ads to
customers actively searching for your products
and services.

2. Display campaigns | Image ads on websites

Display campaigns let you reach people with visually engaging ads as they browse across
millions of websites and apps. The display is a great way to expand the reach to other parts of
the web.

3. Video campaigns | Video ads on YouTube

Video campaigns let you show video ads on YouTube and other websites.

Some Video campaign types can help you boost general awareness of your brand. Others are
designed to drive conversions or get people to shop on your website.

4. Shopping campaigns | Product listings on Google

Shopping campaigns are ideal if you’re a retailer looking to sell your product inventory.
Shopping ads appear on search results and the Google Shopping tab.

5. App campaigns | Promote your app on many channels

App campaigns help you find new app users and increase sales within your app.

This campaign type uses info from your app to automatically optimize ads across Search, Play,
YouTube, Discover, and over 3 million sites and apps.

Google Ad Rank Formula:

Ad Rank = Bid Amount * Quality Score

Ad Rank -> Ad Position in SERP

Bid Amount -> Amount spent for every click

Quality Score -> A score (1-10) by google with respective to the keywords based on multiple
factors.

Quality Score Formula:

Quality Score = Ad Relevancy + E CTR + Landing Page Experience

Ad Relevancy -> How relevant is your ad to people

Expected Click Through Rate -> Number of people who click on your results in SERP

Landing Page Experience -> Audience response towards your landing page
How to improve ad relevancy?

-Use keyword phrases in ad copies

How to improve eCTR?

-Ad should be relevant to your keywords

-Ad should be unique & attractive
-Ad should be on the top of the page
-Use CTA (call to action) terms ie save, 20% off, discount, etc
-Use negative keywords
-Use ad extensions

How to improve the landing page experience?

-A/B texting or split texting

-Meta optimization
- UI Optimization
-Content optimization
-URL structure

Keyword Match Types:

Ad Copy Structure:

Headline 1 (30) - Headline 2(30) - Headline 3(30)

www.example.com/Path1(15)/Path2(15)
Description 1 (90). Description 2(90)
->Digital Marketing Company - Grow your Business - Increase ROI by 100%
D1. D2.

-> Best Digital Marketing Agency - Grow Your Online Business - 467+ Happy Clients

Google Ads Bid Strategies:

Focus on Conversion:

-> Target cost per action (CPA): If you want to optimize for conversions, you can use Target CPA
to help increase conversions while targeting a specific cost per action (CPA)

-> Target return on ad spend (ROAS): If you want to optimize for conversion value, you can use
Target ROAS to help increase conversion value while targeting a specific return on ad spend
(ROAS).

-> Maximize Conversions: If you want to optimize for conversions, but just want to spend your
entire budget instead of targeting a specific CPA, you can use Maximize Conversions.

-> Enhanced cost per click (ECPC): If you want to automatically adjust your manual bids to try to
maximize conversions, you can use ECPC. It’s an optional feature you can use with Manual
CPC bidding.

Focus on Clicks:

-> Maximize Clicks: This is an automated bid strategy. It's the simplest way to bid for clicks. All
you have to do is set an average daily budget, and the Google Ads system automatically
manages your bids to bring you the most clicks possible within your budget.

-> Manual CPC bidding: This lets you manage your maximum CPC bids yourself. You can set
different bids for each ad group in your campaign, or individual keywords or placements. If
you've found that certain keywords or placements are more profitable, you can use manual
bidding to allocate more of your advertising budget to those keywords

Focus on Impressions:

-> Target Impression Share: automatically sets bids with the goal of showing your ad on the
absolute top of the page, on the top of the page, or anywhere on the page of Google search
results.

-> CPM: With this bid strategy, you’ll pay based on the number of impressions (times your ads
are shown) that you receive on YouTube or the Google Display Network.

-> tCPM: A bidding strategy where you set an average for how much you’re willing to pay for
every thousand impressions. It optimizes bids to maximize your campaign’s unique reach. With
tCPM, you can keep your campaign’s average CPM lower or equal to the target you set

-> vCPM: This is a manual bidding strategy you can use if your ads are designed to increase
awareness, but not necessarily generate clicks or traffic. It lets you set the highest amount you
want to pay for each 1,000 viewable ad impressions on the Google Display Network.

Focus on Views:

-> CPV bidding: With CPV bidding, you'll pay for video views and other video interactions, such
as clicks on the call-to-action (CTA) overlay, cards, and companion banners. You just enter the
highest price you want to pay for a view while setting up your video campaign.

Ad Policy

Advertisements should identify the advertiser and the product or service being offered.
Advertisements may not be deceptive or misleading and must be verifiable. Ad policy is a set of
rules defined by the ad platform which is to be followed by the advertiser.
SOCIAL MEDIA MARKETING

- Organic / Paid
- Time Spent by the audience
- In-Depth Targeting

How to Start?

Step1- Business objectives

Step 2- Research ---(target audience, behavior, platform, competitors)
Step 3- Budget
Step4- resources
Step5- plan on a content calendar
Step 6- measure

Identify Objectives:
- Brand Awareness
- Engagement
- Leads
- Traffic
- Footfalls
- Feedback
- Research & Development
- Educate / Information

Note: List all objectives and prioritize

Understanding TA Behaviour:
Scenarios:
1. A Company that already has a page
- Analyze historical data from the brand
- Competitor Analysis
2. Companies that don't have a page or a page with fewer likes.
- Competitor Analysis
3. Companies that do not have a direct competitor
- Analyze similar industry pages

Why do we use Facebook?

-To socialize
-What are others doing?
-Entertainment
-News/ updates
-Share your stories

Facebook Assets

- Profile
- Company Pages
- Business Suite
- Groups
- Facebook Ad Account
- Facebook Business Manager

Facebook Pages:
- Profile Picture
- Cover Picture
- Category
- Username (@amazonbangalore)
- Description 255char
- About Us Page
- Location
- Website
- Operational Hours
- Call to Action Button
- Call
- Message
- Visit Website

- Facebook Insights
- Comparing with Competitor Pages

Facebook Competitor Analysis:

Website URL
FB page name
FB page URL
Likes
Followers
Profile image
Cover image
Posting frequency
Hashtags
Blog/Content Marketing
Info and Ads
Post type
Avg Engagement
Shop ( If any products are added)
Username

Design Thinking Process

- empathize
- define
- ideate
- prototype
- test
Graphic Designing tool: Canva

Facebook Paid Ads:

Ad Placements:

- Facebook
- Instagram
- Facebook Audience Network
- Messenger

Ad Account:

- Time Zone & Currency

- Business Info
- Billing Info

B1 - P1 - AdAc1

M --- P1 --> PersAd AC

M --- Ad AC 1

Structure of An Ad Account:

- Campaign 1 --- Ad Set - Ad Copy

- Campaign 2 --- Ad Set - Ad Copy
- Campaign 3 --- Ad Set - Ad Copy

-- 1 User can create or manage up to 25 ad accounts

-- An Ad account can have up to 25 Users
-- An Ad account can have 5000 Campaigns, Ad sets, and Ad Copies that aren't deleted or
paused
-- An Ad Set can have 50 Copies

Campaign Setup:
At the Campaign Level we define:

- Campaign Name
- Campaign Objective
eg., Brand Awareness, Traffic, Engagement, Lead Generation, etc.,
- A/B Testing(optional)
- Budget Optimization(optional)

At Ad Set Level:

- Ad Set Name
- Targeting
-- Custom Targeting (Audience Database, Website visitors)
-- Lookalike Targeting
-- Detailed targeting
--- Demographics
--- Interest
--- Behaviour
- Budget (What you spend)
-- Daily Budget
-- Lifetime Budget
- Ad Scheduling
-- Start Date/ End Date
-- Specific timing/days
- Ad Placements(FB, Insta, FB Audience Network, Messenger)
-- Automatic
-- Manual
- Bidding (How the budget is spent)
-- Automatic
-- Cost Cap
- Delivery Methods
-- Standard
-- Accelerated

Ad Copy Level:

- Ad copy Name
- Choose Page
- Ad Type
- Ad Copy Creation
--- Creatives
--- Primary Text
--- Headline
--- Call to Action
--- Final URL

LinkedIn

A Professional Social media platform that allows users to connect with similar industry people. A
user can engage in job postings or post a job on Linkedin.

Learning
Networking
Hire / Get Hired

Profile Optimization:
- Complete your profile
- Profile Picture
- Cover Picture
- Headline
- Summary
- Full Bio
- Skills
- Work History
- Connect with Industry Experts
- References & Endorsement
- Optimize for Search Ranking
- Add Rich Media

LinkedIn for Business

Advertising Options

1. Sponsored Content:
Sponsored content is ads that we see in the feed consisting of creative, primary text,
headlines, CTA, and links.

2. Text Ads:
Traditional display ads are usually found in the right column of the user's screen.

3. In Mail Ads:
Promotional messages that are sent to the targeted audience through Linkedin inbox are In
Mail Ads

Youtube:

- Channel Creation
- Channel Name
-Monetization (1000 Subscribers & 4000 Watch Hpurs)
-Add profile pic
-Add channel art (cover pic)
-Add branding watermark
-Add featured content (@ the end of the videos)
-Associate your website
-Upload videos & optimize
-File name- keyword_video
-Title
-Description
-Tags
-Create playlists (group of videos)
-subtitle-
-Add cards
-Customize the channel
-About us page (add description email)
-Home page set up
-Analytics (analyse & optimize)

Quora:

A Question and Answer platform allow people to ask any questions and answer questions
asked on the platform. Quora also has a paid advertisement option for marketers.
Instagram:

Instagram is the second most accessed network behind Facebook. This popular social medium
has over one billion active monthly users which gives wide oppurtunities for marketing. It is
stated that 90% of it's users atleast follow one business on instagram.
- Becoming an Influencer
- Using an Influencer
- Brand Promotion

Social Media Calendar:

A Content calendar represents the activities that are to be performed for a brand in social
media. Day by Day activity calendar is created at the start of every month and implemented.

Instagram Reels:

1. Give Your Audience a Peek Behind-the-Scenes

2. Share User-Generated Content
3. Educate Your Audience With Quick How-To’s
4. Showcase Your Products in Action
5. Make It Fun and Personal

Affiliate Marketing:

Performance-based marketing in which one or more affiliates promote a brand's product or

service and for each sale through them they will get paid a commission by the brand.

Process:

- Join the affiliate program

- Get product links
- Promote
- Sale Occurs
- Sale validation by the brand
- Get Commission

Steps:
Decide on a platform
Choose your niche
Find affiliate programs to join
Create great content
Drive traffic to your affiliate site
Get clicks on your affiliate links

E-mail Marketing:

A way of marketing in which the advertiser sends promotional messages to potential customers
through email.

When to use Email Marketing

-Build Relationships (Increase LTV)

-Boost Brand Awareness
-Promote Offer
-Generate leads
-Lead follow up

How to build an Email List?

- Building a list is nothing but building your audience
database which you have the permission to
send emails to.
Important Note:
The email list should always be built and not bought

Ways to build a list

-Website - Lead Magnets(SEO, SEM, SMM)
-Trade Shows
-Social Media

Lead Magnet(Website)
-Contact forms
-Chatbot
-Ebooks, Template Download
-Offer subscription
-Webinar

Most Common Types of Emails

-Welcome Emails
-Newsletters
-Lead Nurturing Emails
-Transactional Emails
-Greeting Emails
-Reminder Emails
-Offer Announcement Emails
Feedback request emails
Event Invitation Email
Thank you emails
Reminder Emails
Offer Announcement Emails
Feedback request emails
Event Invitation Email
Thank you emails

Do’s and Don’ts of Email Marketing

Objective
Data Collection (Do not buy data)
Optimize Subject line (5-7 Words)
200-300 Words Body content
More graphical
Call to Action Buttons
Highly Relevant
Data Segmentation
No Sales Language
Timings

Google Analytics:

A tool by google which helps website owners measure details of the traffic to the website.

How does Google Analytics Work?

Visitor (Cookies) -> Website (Javascript) -> Google Servers(Data)-> GA (Reports)

Google Analytics Advantages:

- Track Online Traffic

- Conversion Tracking
- Understand User Behaviour
- Improve Online Advertising
- Know your target Audience
- Improve your website
- Improve your SEO
- Free and User friendly

Google Analytics Process:

Measure -> Learn -> Take Action

-> Real Time: What is happening on your website right now

-> Acquisition: How do people visit your website
-> Audience: Who is visiting your website
-> Behaviour: What people do on your website
-> Conversion: How many converts (eg., Fill a Form)?

Important metrics in google analytics:

- Number of Users
- Sessions
- Average Session Duration
- Page Views
- Average Pages per session
- New / Returning Users
- Bounce Rate
- Organic / Paid
- Top Pages
Wordpress:
It is a CMS Platform and the most popular and simplest way of building a website. It is
an open-sourced tool.

Wordpress Themes:
A WordPress theme is a tool to change the layout and design of your website. Themes
customize the appearance of your site, including the layout, typography, color, and other design
elements.
It is a zipped folder with a group of files.

WordPress Plugins:
It is software that “plugs into” your WordPress site. Plugins can add new functionality or
extend existing functionality on your site.