Automation to Bolster PPC campaign : Pay per click (PPC) campaigns are on the rise. With automation becoming more widespread, it is imperative to take full advantage and conduct the campaigns accordingly. Factors contributing to automation are to be taken into consideration.
Maintaining account structure consistency is essential for making management easier and for standing out in a crowd. The best results can be achieved through automation layering. ‘Close variants’ is an automation that search engines don’t allow advertisers to turn off. This enables exact match keywords to trigger ads for queries which are dissimilar to the keyword. This in turn helps in detecting new traffic and in building more volume.
Automation to Bolster PPC campaign
Automating the bidding process to avoid overspending for low-quality close variants; disabling last-click attribution so that good close variants may thrive; and using automation layering to monitor the close variants are some of the techniques used in PPC advertising. Automation assists you in structuring the campaign to suit your business needs and setting the target you need. Some other PPC advertising tactics include establishing a target cost per acquisition (CPA) or return on advertising spend (ROAS), testing smart bidding strategies, making use of Google Analytics data for executing remarketing campaigns, integrating your audience data, then reviewing and revising your account structure.
Healthcare company Piramal Enterprises Limited has named former cricketer and the current president of Board of Control for Cricket in India (BCCI), Sourav Ganguly, as the ambassador for its antacid brand ‘Polycrol’.
Polycrol is available in a mint flavour and is well known for providing instant relief from acidity; and subsequently: heartburn, indigestion and upset stomach. Over four decades, the antacid has established itself as a trusted brand among consumers. Polycrol is one of the top liquid antacid brands in the country.
Piramal names Sourav Ganguly as Ambassador of its antacid brand Polycrol
Besides healthcare (pharmaceuticals), Piramal Enterprises Limited (PEL) is also active in other business verticals such as life sciences, financial services (both wholesale and retail financing) and information management.
Sourav Ganguly has also been associated with cold beverage brands Pepsi and Coca Cola, motor vehicles brand Hero Honda, hot beverage brand Tetley, courier brand DTDC, steel TMT bar brand Captain TMT, jewellery brand Senco Gold & Diamonds, incense sticks brand Cycle Agarbattis, lensmaker brand Essilor, sportswear brand Puma, food and beverage brand Kraft Heinz, cement brand Burnpur Cement, pharma brands StayHappi Pharmacy and Emami, electronics brand LG, telecommunications brand Tata Indicom and so on. He is also the host of a popular game show, ‘Dadagiri’, on TV channel Zee Bangla.
Cricketer Rohit Sharma has been named as the brand ambassador for Spanish football league LaLiga, in India. He is the first non-footballer to promote the league. Interestingly, this is LaLiga’s first campaign in India.
In the 55-second video featuring Rohit Sharma, viewers can catch a glimpse of few outstanding moments from LaLiga matches. Details about the broadcast destination for LaLiga in India, Facebook Watch; are presented at the end of the video. The campaign is slated to have a 360° ascent throughout various digital platforms.
Rohit Sharma to lead football league LaLiga’s campaign
LaLiga first opened an office in India in the year 2017. Since then, it has undertaken various major initiatives like: Girona Football Club, LaLiga football schools, collaborations with Indian brands like BKT and Dream11, a broadcast partnership with Facebook where it will showcase more than 300 matches for free, and such. LaLiga has grown its fan base tremendously in the country.
Presently, Rohit Sharma is also associated with global sports brand Trusox, television maker Sharp, sports giant Adidas, supplement brand Relispray, fruit drink brand Rasna, Aristocrat Bags for luggage brand VIP Luggage, gadget brand Conekt Gadgets, car and bike tyre brand CEAT, car manufacturer Nissan, luxury watch brand Hublot, mobile phone brand Oppo Mobiles as well as the Worldwide Fund for Nature.
App Store Optimization 2020 – Trends & Industry Best Practices: There has been a remarkable rise in the demand for app store optimization (ASO) this year. With more than 1.3 million apps and games launched last year, it is highly imperative to identify the new trends and implement tactics accordingly.
Some of the trends currently running this year are:
- Store recommendations have become pivotal
- Featured stories and editors’ choice have become more prevalent
- Keyword strategies have become more complex
- App localization has opened more markets
- Using search ads has become more crucial
- The Dark Mode is a trend to consider
- Similar Apps section can bring more traffic
- App reputation management has affected app store optimization and the conversion rate
- User subscription management has affected the market
Optimizing for the store and browsing over anything else, keeping tabs on your engagement rate and overall app quality, localizing for different markets to get more traffic, monitoring your average rating and feedback from reviews, making sure that your strategy is comprehensive; and staying consistent are some of the tactics which you can implement in your app store optimization strategy.
App store optimization results in enhancing your visibility and enabling you to stand out in the app stores, consistently getting discovered by relevant users, boosting your organic downloads, cutting down on user acquisition costs, augmenting your revenue and conversion rate; as well as growing your user base worldwide.
Sometimes online marketing can feel like a race to reach the most number of customers.
Virat Kohli to appear in iQOO advertisements: Smartphone brand iQOO has announced star cricketer Virat Kohli as its brand ambassador. A sub-brand of Vivo in China, iQOO is all set to enter India as an independent entity with the launch of its new 5G enabled smartphone, iQOO 3, on 25th February 2020
The first phase of the integrated campaign is currently running on social media. The second phase will be run on the day of iQOO 3 launch. The campaign will be on air during the IPL season. This is the brand’s first product for the Indian market. iQOO 3 is projected to come with a sleek design, revved-up processors, sharp displays and excellent performance; thus enabling a flawless experience for the users.
iQOO stands for ‘I quest on and on.’ It is one of the sub-brands of BBK Electronics, along with Oppo, Vivo, OnePlus and Realme. The major competitors for BBK are Xiaomi and Samsung; with 27% and 19% of market share, respectively.
|Smartphone Brand||Market Share|
Source: Counterpoint Research
Virat Kohli has previously been and is currently associated with refrigeration major Blue Star, automobile manufacturer Audi, tyre brand MRF Tyres, wellness brand Himalaya, sportswear brand Puma, clothing line Wrogn, ethnic-wear brand Manyavar, supplements brand Wellman, energy drink brand Boost, toothpaste brand Colgate, alcohol brand Royal Challenge, fashion ecommerce portal Myntra; and more.
Actress Kajal Aggarwal endorses Indeed on Social Media : Popular job portal Indeed has roped in actress Kajal Aggarwal to promote its latest campaign. In the video, she introduces the portal’s diverse offerings such as resume builder, career guide, job alerts and advanced search to job seekers. The actress is promoting the campaign on various social media channels like Facebook, Instagram, and so on.
The resume builder offers tips to job seekers on how to draft a cover letter and how to create a resume. The career guide offers valuable insights and tips to job seekers on how to find a job, how to negotiate for salaries, and so on. It provides the required knowledge on workplace etiquette and also equips the employees with information on how to enhance interpersonal communication at the workplace. Indeed job alerts ensure that the job seekers can go through their search even while they are on the move. They are informed of new openings which are relevant to them, through email or mobile SMS. Job seekers can make use of ‘advanced search’ for tweaking their job search to suit their requirements, whether in terms of timings, options for flexibility, location, and more.
Indeed aspires to offer the best possible solutions to Indian millennials in search of jobs and also to answer their job-related queries.
Snack brand Kurkure has launched two new flavours: ‘gazab golmaal‘ and ‘hera pheri hungama‘ recently. It had previously announced Bollywood actor Akshay Kumar as its brand ambassador, who is now featuring in a quirky advertisement in a triple role, featuring these new flavours.
Kurkure turns aggressive with Akshay Kumar ad campaign
The advertisement features a young girl and Akshay Kumar playing son, father and grandfather. The girl brings two Kurkure packs with new flavours and asks young Akshay Kumar to reveal the secret ingredients of these snacks. He is unable to do so. He then declares that even his father won’t be able to make out the ingredients. The father takes offence at this and tastes the new flavours. But, he is also unable to reveal what they contain. He then declares that even his father won’t be able to make out the ingredients. The dearly departed grandfather then tastes the new flavours and declares that he can’t say what is in them.
#BaapReBaap campaign marks the first collaboration between Akshay Kumar and Kurkure. The campaign is currently trending across all digital media channels. Both the actor and the brand have been entertaining the masses and brought people together across the country for over two decades. Previously, the announcement of Akshay Kumar as the brand ambassador was also made in a quirky manner with the actor chanting a cheery two-liner about Kurkure and holding the pack in a cheeky fashion.
Nowadays, people are turning more and more towards their mobile devices for all sorts of information. They are also prone to getting distracted easily while going through online content. The distractions are generally in the form of push notifications.
Users do not make instant purchases online. They make use of several digital platforms for researching all the aspects of the product/service that they are looking for. If a person visits a social media site today, he/she may check the search engines tomorrow. Recent trends have shown that consumers spend less time on social media channels as compared to email, when it comes to receiving and responding to marketing messages.
How to Leverage Customers’ Distraction
Communicating with your customers consistently is the key to retaining them for the long-term. It is at times like these that a 360° digital marketing strategy comes into play. It is very useful for the purposes of rebranding, prioritizing important events, marketing new products/services and remarketing previous products/services. A 360° digital marketing strategy encompasses the following elements:
- An active website
- Search engine optimization
- Social media marketing
- Content marketing
- Email marketing
- Pay-per-click advertising
Ensure that the customers have a great user experience while visiting your website. Optimizing your titles, URLs and descriptions for all pages of your website establishes high visibility in search engine result pages (SERPs). Blogging is also very effective. Social media marketing includes scheduling your social media posts and adding value to every post. Creating incredible content (including infographics and videos) also goes a long way in impacting your customers. Sending personalized marketing emails is an excellent way of interacting with your customers. Targeting relevant and high-intent keywords for your pay-per-click advertising campaign attracts visitors.
Are you looking for ways to boost the organic visibility of your Facebook page? With the number of Facebook users increasing day-by-day, businesses find this platform useful for reaching their customers and for driving leads to their websites.
Engagement includes the users commenting on your updates, liking and sharing your content, looking at your posts (or) videos and clicking on your links. You can improve your total reach by augmenting the engagements in your Facebook page. Total reach indicates how many unique visitors to your page looked at any of the content posted there; at a given time.
Enhancing Engagements in a Facebook page
Creating share-worthy content, boosting your top posts, running creative posts on festivals and national holidays, sharing user-generated content, sporadically hosting giveaways, creating and sharing heart-warming and inspirational videos, asking appropriate questions, replying to the comments, posting your Facebook Stories, scheduling your Facebook updates aptly, running creative posts on trending topics and going live are a few of the strategies of enhancing these engagements.
Posting quizzes, surveys and polls; announcing limited-time events; using great images; adding call-to-action buttons; avoiding engagement bait; getting verified; optimizing your link posts; asking your followers to turn on notifications; mixing up your posting formats; along with driving traffic from other sources are a few ways to further enhance your engagement.
Ultimately, following these strategies will help in building your presence, increasing the inbound traffic, improving your brand loyalty and ensuring that your marketing goals are reached.