Online furniture and home products marketplace Pepperfry has recently rolled out a new TVC ad campaign titled ‘Family Times = Pepperfry Times’ to celebrate the occasion of the upcoming festival of Diwali. The ad was created by Law & Kenneth (L&K) Saatchi & Saatchi and is being broadcast across social media sites such as FaceBook, Twitter, Instagram, and LinkedIn.
The TVC (television commercial) depicts a father and a daughter indulging in a light-hearted banter, arguing over who gets to sit in the one armchair which is in the spot closest to the WiFi in the house. The father states that he has a conference call, while the daughter announces that her classes will begin in five minutes. They engage in a staredown for a few seconds, before the daughter asks him to talk to ‘mumma’ and turns away. Then the father asks whether she would like to choose her Diwali gift. The ad ends with the daughter receiving another armchair from her father as a Diwali gift; which she positions next to her father’s chair.
With the tagline “Kuch Apne Liye, Kuch Apnon ke Liye”, the ad signifies how people can enjoy themselves at home and celebrate the festive spirit from t=inside the house.
YouTube has introduced new updates to its mobile app in order to enhance the mobile viewing experience for users. These updates include adjustments of the existing features, as well as the addition of new features; such as: better use of video chapters, more streamlined player page, new gestures, suggested actions, and bedtime reminders.
- Better use of video chapters: YouTube has included a new list view, which enables users to browse and watch videos in a chronological order; after they tap or click on the chapter title in the app. Every chapter title will include a thumbnail which previews the content contained in the chapter.
- More systematized player page: A few changes have been made to the player page, such as: the closed captions (CC) button being shifted to the top, the autoplay toggle switch being shifted to the top; and the other buttons being rearranged as well.
- New gestures: YouTube has now simplified the process of entering and exiting the full screen mode. Users need to simply swipe up to enter the full screen mode and swipe down to exit it. They can also tap the time-stamp to instantly toggle between displaying the time elapsed and the time remaining.
- Suggested actions: YouTube has also introduced suggested actions which compel the users to either rotate their phones or play the video in virtual reality (VR) mode.
Bedtime reminders: Users can now set reminders in YouTube for particular times, which will enable them to stop watching the videos and go to bed.
There is quite a bit of confusion regarding the concepts of remarketing and retargeting. Although remarketing and retargeting have similar goals, they are fundamentally different. The strategies as well as the audience for remarketing and retargeting vary from each other.
Most of the time, it is a good idea to target those people who had already visited the website more than once as well as those people who had previously interacted digitally with the business development managers/marketers. Retargeting denotes the online ad placement and the display ads which are used to target those users who have previously interacted with the website in particular ways without purchasing anything. When a visitor views a website, clicks on a product/service or takes any other specific action, a cookie will be set in their browser. The marketers/business development managers can then make use of this information to ‘retarget’ the visitors with ads according to their interactions after they leave the website. These ads are generally placed by third party sources such as Facebook or Google Display Network (GDN). These third party sources enable the ads to trigger on other websites which the visitors go to.
‘On-site’ retargeting involves targeting those individuals who have already visited the website. This type of retargeting can be done based on the way in which they found the website (social media, a search, or other inbound events). Retargeting campaigns attain high conversions and engagement compared to non-retargeting campaigns. ‘Off-site’ retargeting involves targeting those individuals who have interacted with the website indirectly through other means such as by using social media channels (Facebook, Instagram, Twitter, etc.) of the brand/business.
Remarketing involves re-engaging the customers through email. Some examples of remarketing include emailing customers for renewing any service or upselling any accessory. Remarketing makes use of the information obtained from the customers’ purchase history and uses it to prompt the customers to take any pre-planned actions.
It is time bloggers and content developers moved past creating great content with the sole intention of ranking well in the search engine results pages (SERPs). The current scenario calls for compelling content which is also of high quality, informative, motivational, as well as which provides actual value to the readers.
Let us look at a few aspects to take into consideration in order to create incredible content that also meets the criteria mentioned above. The aspects are listed below:
- Accuracy of the content: Accuracy is the first and foremost aspect to check for before beginning to develop content of any kind. Verifying the facts (such as: quotes or claims or statistics); as well as revisiting the previous content for updating it are surefire ways to verify the accuracy of content.
- Understandability of the content: The content developers need to make sure that their content pieces are cohesive, readable and easily understandable, even by laymen. Also, the content should be straightforward and able to answer the questions the readers may not realize they had, prior to reading it.
- Credibility of the content: The next aspect that the content developers need to check on is the credibility of the content pieces that they create. They need to make sure that they are contributing expert, authoritative and trustworthy content; as well as convey this fact to the readers by including author bios (with pictures, links to social media handles, list of awards and /or other accomplishments, the author’s domains of interest and years of experience).
- Ensuring that the content is engaging: Every piece of content should have the ability to be engaging to the readers so that they may retain it in their minds for a long time to come. Content developers can follow a few tips like adding headers, using bulleted or numbered lists with sub-headings, using infographics or plain images along with keeping the text short.
- Ensuring that the content is informative: Content developers need to make sure that every piece of content they create is informative to the readers.
- Uniqueness of the content: Every piece of content needs to be unique in that it should be precise and direct. This can take any shape, size and form, such as: ‘how to’ or DIY (do it yourself) articles, FAQs (frequently asked questions), product descriptions, landing pages, or navigational resources (like: pages contact information, sitemaps etc.).
- Usefulness of the content: Content developers need to be clear in their minds as to what purpose the content is serving (even if only to entertain. It is pointless to create a piece of content that serves no purpose.
Every search engine follows certain basic rules in order to generate results from the web pages: crawling, indexing, and ranking (serving). These steps follow one after the other systematically. Ranking cannot take place without indexing and indexing cannot take place without crawling.
Crawling is the process in which mechanisms known as ‘web crawlers’ access the web pages that are publicly available. Indexing is the process in which a search engine reviews the content of every page and accumulates all the pieces of information it finds. Ranking is the process in which a search engine presents the most relevant results taken from its index in a chronological order after a user types a query.
A website’s internal linking structure is very crucial since crawlers use the links on the website to find other web pages. New websites, any changes made to the existing websites as well as the dead links are prioritized accordingly by the crawlers. The websites which are to be crawled, the frequency of crawling, as well as the number of pages which the search engine will fetch; are all determined by an automated process. The hosting capabilities including the bandwidth and the server resources also influence the crawling process.
This is where the crawl budget comes into play. Crawl budget denotes the number of web pages that a crawler is prepared to crawl in a certain period of time. The search engine establishes the crawl budget for any website automatically, by taking certain key factors into consideration, such as: the size of the website (bigger sites need more crawl budget), the server setup (page load time and the site performance), the frequency of updates (content that is updated regularly will be prioritized), and the links (dead links and the internal linking structure).
Search engines like Google have mechanisms that ensure that their crawlers visit a website only as frequently as is feasible for the website. Crawl rate limit is one such mechanism which enables Google to establish the crawl budget for any website. Crawl demand is another such mechanism which takes into account the demands from any specific URL from the index; so as to determine how active or passive the URL should be. URL popularity and its staleness are the two factors that help in determining the crawl demand.
An advertising manager needs to consider certain aspects before making an informed decision regarding the Google Ads account, such as: evaluating the performance based on location targeting, query matching, checking for changes made by the competitors, and looking for other possibilities for the account structure.
Let us look at each of these aspects in detail:
- Evaluating the performance based on location targeting: It is an excellent practice to choose the location of interest option in the Google Ads account settings, because it encompasses both the people living in the target location as well as the people only interested in the target location (but not living there). Also, evaluating the performance based on user location will enable the ad manager to pinpoint the areas which can boost the costs per acquisition (CPAs) and returns on ad spends (ROAS) for the business.
- Query matching: The ad manager should create a file in Google Sheets and use the pivot table function for arranging the search queries in the order in which they match the campaigns and ad groups that have been previously listed.
- Checking for changes made by the competitors: It is always good to keep an eye on the competition’s actions, both online (in the form of social media or anywhere else over the web) as well as in the market. The advertisers need to check for changes made (if any) by their competitors. They can accomplish this task by making use of the Auction Insights mechanism.
Looking for other possibilities for the account structure: The advertisers need to reassess their Google Ads account structure based on the business type of the account, its performance, as well as on the constraints (if any exist). Then they need to decide whether to look for other possibilities for the account structure (after the reassessing).
It is imperative for pay per click (PPC) marketers to be aware of all the factors that influence the overall profitability of their campaigns. They need to understand Google Ads and the auction process at a deep level while also considering other financial metrics based on microsoft Ads, Facebook Ads, Instagram, and so on.
Marketers need to perform the following calculations in order to gain knowledge and practice:
- Establishing the ROAS (Return on Ad Spend): Marketers need both the total cost of advertising and the total conversion value in order to determine the ROAS (return on ad spend). They need to use the formula: total conversion value / total cost of advertising in order to calculate the ROAS.
- Establishing the break-even ROAS: The PPC account managers need to know the profit margin of their clients in order to determine the break-even ROAS for them. They need to use the formula: 1 / profit margin to calculate the break-even ROAS. Marketers can boost their profit margins and consequently reduce their ROAS by determining the average lifetime value (LTV) of a customer or a client.
- Establishing cost per conversion for form submissions: Marketers need to know the average cost per conversion (cost per form submission) as well as the average form conversion rate (the percentage of forms that convert into sales) so as to determine the cost per conversion for form submissions. They need to use the formula: average cost per conversion in Google Ads / form conversion rate in order to calculate the true cost per conversion for form submissions.
- Establishing the break-even cost per conversion for form submissions: Marketers need to use the average profit per sale and the form conversion rate so as to determine the break-even cost per conversion for form submissions. They need to use the formula: average profit per sale x form conversion rate in order to calculate the break-even cost per conversion for form submissions.
Establishing the break-even cost per conversion for complex sales cycles: The marketers need to know about the average profit per sale, the webinar conversion rate (the percentage of registrants that attend the webinar), and the sales conversion rate so as to determine the break-even cost per conversion for complex sales cycles. They need to use the formula: (webinar conversion rate x sales conversion rate) x average profit per sale in order to calculate the break-even cost per conversion for complex sales cycles.
The process of running a paid search campaign involves a lot of effort. Undertaking this venture includes managing the various components of the campaign such as: the campaign buildouts, the landing pages, brand compliance, and conversion tracking. However, offer development is the most important component that the marketers need to focus on.
Marketers can follow the step-by-step process stated below in order to develop profitable paid search offers that can convert, as well as sell:
- Determining what to sell through the paid search: The first step is to determine what to sell. After taking inventory of which products they are promoting, the marketers need to describe the offers. An offer generally encompasses the product being sold, the price of the product as well as the reasons for purchasing it.
- Looking for the product-market fit: Businesses and brands need to establish a solid product-market fit prior to investing in advertising. Product-market fit proves that the offer resolves an issue along with meeting a requirement of the audience. The campaign goal should be clearly defined as being conducted in order to run strategic experiments, if the marketers have decided to make use of paid search for testing the validity of their ideas.
- Using the middle of funnel (MoFu) offers: It is a good practice to use either the middle of funnel (MoFu) or the bottom of funnel (BoFu) (of the sales funnel) paid search offers as they generate interest, consideration and evaluation of the products being advertised; in the minds of the customers. They will then try/test the products and decide to make a purchase.
- Developing a plan to evaluate the back-end profits: Marketers need a way to keep track of as well as to measure the profitability of their paid search campaigns. The leads and return on ad spend (ROAS) do not give the complete picture. The marketers need to develop a plan to evaluate the back-end profits. This can be done by creating goals and targets by making use of the estimates for profitability according to the existing inputs, and then verifying the assumptions after collecting sufficient data.
- Using landing pages that exclusively promote the paid search offers: The landing page can be either a website home page or a dedicated landing page (LP). This is the page that becomes visible to the visitor after he/she clicks on the ad. It is imperative to make sure that the landing page is optimized to drive sales.
- Bolstering the three Ps (Product, Price, Positioning) of the offer: Marketers should strengthen the visitors’ desire to take action after they click on the ad. Including product features, benefits and outcome is one way of accomplishing this. Offering warranties and guarantees on the products will solidify the prospects’ intention of investing in them. The positioning of products also plays a key role. Marketers need to review their competition and adjust their messaging for acknowledging as well as responding to the implications and claims from the competitor landing pages (LPs).
Content creation is an integral aspect of marketing. It is one of the most significant means for gaining traffic for any website. The content needs to be well researched, rooted in facts, able to keep the audience engaged, and compelling enough to merit repeat visitors to the website. The content should also be easily understandable and user-friendly.
Having powerful and noteworthy content in a website enables users to engage with the site, buy the products/services offered by the brand/business, push impressions for ad space, and fill the lead forms placed in the website. The content of any website is what drives people to link with the website ‘naturally.’ the content can be in any shape (text only, text with images, infographics, etc), size (short or long-form) or form (data, informative resources, the methods of performing specific tasks, quizzes that are contextually relevant, along with Q & A (question and answer) sessions); while covering a wide variety of topics. Content provides details about the webpage in the form of header tags, title tags, internal links, and such.
It is imperative to have a natural-mix of the different types of backlinks such as:
- Branded links, keyword-rich links, and citations
- Dofollow, nofollow, and sponsored user generated content (UGC)
- Bloggers and producers of other types of content, comments, news/media, as well as freebies from the online communities and forums
- Industry resource sections, directories and local guides
Content makes use of internal linking to help website developers in building the site structure and architecture. Developing a natural internal linking structure helps marketers in directing the users towards useful and informative resources as well as the purchasing options offered by the content related to buying (comparison guides, product/service lists). This enables search engine spiders as well as the website visitors crawl and navigate the website easily. They can find the most relevant topics and pages within the website in a natural way.
Blogging is an art. Businesses and brands consider blogging not only a marketing technique but as a means of enhancing consumer awareness, maintaining communication with the consumers and keeping them engaged.
Listed below are some of the ways in which businesses can benefit from blogging:
- It helps in boosting online traffic
- It enables the businesses/brands to nurture and convert customers
- It helps in keeping the existing customers engaged
- It sets the business apart from competitors in the industry
- It instigates rising demand in the products/services offered
Marketers need to maintain a regularity of posting blogs on their websites. These blogs need to be compelling, cohesive, informative (fact-based) and entertaining all at t include he same time. This will incite interest in the viewers, thereby increasing traffic to the website. The increased traffic can result in more leads for the business.
Blogging consistently can help in attracting new customers to the business. Content developers need to take SEO (search engine optimization) best practices into consideration and make sure that the blogs are being adequately promoted online across social media platforms, newsletters and through other websites (backlinking). It is a good practice to add calls-to-action (CTA) within the blogs.
Brands can include a portfolio of their previous work in their blogs (using images, infographics and catalogues (with brief descriptions of the project done)). The advantage is that new leads and customers continue to build up long after the blogs are published. Refining the previous blog posts with additional data also helps in retaining the visitors to the website.
It is imperative for any brand/business to establish trust. Blogs help the brands/businesses in building and then maintaining trust in the minds of the customers. It is highly essential for any brand/business to track and measure the results of blogging on its own website and also make the most of guest blogging on other websites within the same industry.