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Digital Marketing Full Course 2026 In 24 Hrs | Digital Marketing Tutorial For Beginners |Simplilearn — Transcript

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0:05Hey everyone, welcome to the ultimate
0:08digital marketing goals of 2026. Your
0:11complete road map to mastering online
0:12digital SEO, Google ads, social media
0:16marketing, content marketing, email
0:18marketing, affiliate marketing,
0:20analytics from scratch. Hi, I'm Aisha
0:23from Simply Learn and in this free
0:25action-packed video, we will transfer
0:27you into a digital marketing pro ready
0:29for highpaying jobs, freelancing gigs or
0:32even scaling your own agency. What is
0:34digital marketing and why does it matter
0:36in 2026? We will be kicking off with
0:38chapter one which is introduction to
0:40digital marketing, comparing traditional
0:42marketing versus digital marketing,
0:44breaking down digital marketing funnel
0:47and exploring career paths. Next, we'll
0:49dive into chapter two, which is search
0:51engine optimization, onpage and off-page
0:54SEO, keyword research with SEM Rush,
0:57Google keywords planner, link building
0:59strategies that dominates in 2026, plus
1:02free SEO tools, and Google search
1:05console walkthrough. In chapter three,
1:07we will have Google Ads and paid search
1:09covers, the Google Ads ecosystem,
1:11keyword match types, bidding strategies,
1:14creating your first Google search
1:16campaign, displaying ads, retargeting,
1:19YouTube ad setup, and live optimization
1:21tips. Then you'll master social media
1:24marketing in chapter four, which is
1:26Facebook and Instagram business meta
1:28suit, campaign setup with objectives,
1:30targeting, budgeting, influencer
1:32marketing, and with demos. In chapter
1:35five, we have content marketing, why
1:37content is king in 2026, blog
1:40strategies, writing SEO optimized
1:42content using AI like Jasper and Chat
1:45GBT. Next, in chapter six, we have email
1:48marketing and automation. You will learn
1:50what email marketing is and how to use
1:52tools like Mailchip, including
1:54automation flows and a case study. Then
1:57in chapter seven we have affiliate
1:59marketing. How it works in 2026. What
2:02are the best practices and how you can
2:04become a better affiliate marketer. Next
2:06we track success in chapter 8 analytics
2:09tracking and conversion optimization.
2:12Google analytics deep dive Facebook
2:15pixel and UTM setup. Let's landing a AB
2:18testing. Wrap up with chapter 9 free
2:20certifications and career road map. Get
2:23certified. your step-by-step path to
2:25digital marketing success in 2026. Final
2:28tips, resources, and how to stay
2:30updated. This isn't just theory, it's a
2:33hands on with tools, demos, and
2:35strategies that work today. Hit play,
2:37grab a notebook, and let's skyrocket
2:40your digital marketing career. Let's get
2:42started.
2:43>> Greetings everyone. This is Rob Sanders,
2:45and today we're going to talk about what
2:48is digital marketing. So, thanks for
2:50joining us here at SimplyLearn and let's
2:53get started. So, today we're going to
2:55talk about why digital marketing is
2:58important in today's world. Uh we're
3:00also going to talk about what is digital
3:02marketing and the types of digital
3:04marketing channels that are out there.
3:06Then we're going to talk about the
3:07customer life cycle in digital
3:10marketing. So, what does it take to get
3:12somebody from point A to point Z through
3:16digital marketing? And so, those are the
3:18topics we're going to cover. So, hope
3:20you enjoy yourself while you're learning
3:22and let's get right to it. So, let's
3:25start talking about why digital
3:27marketing is important. So, let's start
3:30there on the why. So, we're just a fly
3:33on the wall and we're in an office
3:35environment. We're looking at two
3:36friends having a conversation about
3:38digital marketing. So really, if we're
3:41listening in, everybody, every marketer
3:45is using digital marketing for his or
3:48her business. Now, digital marketing's
3:50become more popular than traditional
3:53marketing. That's not a surprise. So, in
3:56response, hey, over the past few
3:58decades, digital marketing has evolved
4:00at a rapid pace. These days, a lot of
4:03people spend most of their time on the
4:05internet. So what happens in the
4:07internet every 60 seconds? Well, a lot
4:11happens every 60 seconds. So according
4:14to social media today, I mean there's a
4:16lot of snaps, there's a lot of clicks,
4:19there's a lot of text, there's a lot of
4:20videos watched, there's a lot of
4:22pictures being taken, there's a lot of
4:27voice activated activity going on, a lot
4:30of tweets, emails, swipes. There's a lot
4:33going on here in 60 seconds. So there's
4:37a lot of activity on the internet. A
4:39lot. And so the one gentleman says,
4:42"Hey, can you also mention a few
4:44differences between digital and
4:46traditional marketing systems?" And then
4:48the expert responds, "Of course, I can
4:52certainly clarify a few differences
4:54between digital and traditional." And so
4:57he goes on to say what the differences
5:00are between traditional and digital.
5:01Let's look at that. Okay. So, on
5:03traditional marketing, we're talking
5:05about print, radio, billboard,
5:08newspaper, TV, anything that's not on
5:12your mobile or laptop. So, we know with
5:14traditional marketing, reach is limited.
5:17With digital marketing, reach is
5:18maximum. And what we mean by that is,
5:20hey, when you print something, you're
5:23printing it for x amount of people. If
5:25you're trying to promote an event and
5:26you basically create a,000 flyers, okay,
5:30you figure it's going to a,000 people,
5:33maybe they'll share it. So, you're
5:34looking about 2,000 people, maybe just
5:36to be generous. Well, digital marketing,
5:39we're promoting event. We can promote it
5:41to a whole lot of people depending on
5:43the platform. So, 2,000 is nothing when
5:46you're targeting an audience on Facebook
5:48or Google search. Traditional marketing
5:51nonveratile.
5:52And with digital marketing, very
5:54versatile. So again, going back to our
5:57flyer, printing an 8 1/2 by 11. Okay,
6:00that's it. You know, with with digital
6:02marketing running display banners, you
6:04got 468x 60, 200x 200, 250x 250, 300 by
6:11300. I mean, the list goes on on the
6:13types of different display sizes, not to
6:16mention text ads, not to mention video
6:19or multimedia. Uh so there's a lot you
6:22can do to get your message out there.
6:25Okay. With traditional it's always
6:26delayed communication. Okay. So meaning
6:30if you're trying to get that TV spot
6:33there might not be a spot open until 1
6:35in the morning. Okay. Well with digital
6:37marketing there is no hours. Okay. You
6:40can certainly get your point out there
6:42and have people see it instantaneously.
6:45So with traditional marketing there's a
6:47lack of real-time results. I mean this
6:49seems like it's obvious but you know
6:51digital marketing that's one of the
6:53biggest benefits instant real time
6:55results instant okay nowadays going to
6:58analytics you can look at real time
7:00reporting okay so we could see real time
7:03results okay traditional marketing can
7:06be very costly I mean if you're not only
7:09doing postcards and printing postcards
7:11but you have to mail those postcards so
7:13there's postage fees where with digital
7:16marketing it's very very very
7:18costefficient. I mean meaning you could
7:21pick and choose who you want to target,
7:22when you want to target, where you want
7:24to target, what you want to target, and
7:26if you're doing search, you can put your
7:28bidding in place, you can put your hours
7:31in place, you can really control how
7:33much you actually spend. So that to me
7:35is one of the biggest advantages to
7:37digital marketing. Not only do you get
7:38real-time results, but you can control
7:41cost and then obviously optimize based
7:43on the amount of cost you're spending
7:45based on those real-time results. With
7:48traditional marketing, it's difficult to
7:49reach a target audience. You know, with
7:52digital marketing, it's easy to reach a
7:53target audience. I mean, you know, I
7:55don't want to bash traditional marketing
7:57too much. I mean, if you're going to put
7:59a TV ad in place, you know, you're going
8:02to do it on a TV show that tends to gear
8:05more towards your target audience, but
8:07that doesn't guarantee anything. Here,
8:09we can simply go to Facebook or Twitter
8:12or LinkedIn and just pick and choose
8:14specifically who we want to target when
8:17we want to target them. So, it just
8:19becomes a lot easier to reach a targeted
8:22audience on a digital marketing
8:24platform. And then with traditional
8:26marketing, poor campaign measurement.
8:28With digital, you have easy to measure
8:30and optimize campaigns. And what we
8:32really mean by that is because you get
8:34instant time results because you can
8:36control cost because you can reach your
8:38target audience more easily. All those
8:41are result of okay, you can measure and
8:43optimize based on what our audience is
8:45seeing and how much they're spending to
8:47see it. We can quickly make adjustments
8:50in order to optimize the campaign for
8:52better performance. So that's generally
8:55what that means. That's a culmination of
8:57pretty much everything that we've listed
8:59as a benefit for digital marketing.
9:01Okay. So now why digital marketing has
9:04been answered with all the benefits that
9:07it carries. Let's talk about the what is
9:10digital marketing. So you know that you
9:13know you want to do digital marketing.
9:15So how do we go about that? What what is
9:18it exactly? Well, let's just define it.
9:21Digital marketing is just the act of
9:23promoting a company's product or an
9:25individual's product or service with the
9:28help of a device or technology. And so
9:31obviously when we talk about device,
9:33we're talking about maybe a laptop.
9:35We're talking about a mobile device and
9:38we talk about technology. It could be an
9:39app. It could be, you know, a
9:42cloud-based platform. Okay? It could be
9:44a piece of software. Okay? So, a lot
9:47going on on the digital side in terms of
9:50variations and what you can do, but
9:52that's in a nutshell what digital
9:54marketing is. You're really just using
9:56technology to promote your product or
9:58service. So, we know because of the
10:01benefits in digital marketing, you can
10:04promote your campaign on different
10:06platforms. Okay? Okay. So all those
10:08benefits we mentioned about instant real
10:10time results, cost efficiency,
10:13optimizing campaigns, you could do that
10:16on search, you could do it on social,
10:18via email, on mobile apps, etc. So
10:21that's what we mean by with the help of
10:24digital devices and technology. Well,
10:26these digital devices and technology
10:29come in the form of search engines and
10:31emails and mobile apps etc. So when we
10:36want to go and promote our product or
10:38service using a campaign, we have
10:40different options. So there are
10:42different types of digital marketing
10:44channels that we could choose from. And
10:47let's just go through that list of
10:49digital marketing channels. And the
10:51first one is what I consider the king of
10:54them all, and that's SEO. So SEO stands
10:57for search engine optimization. There's
10:59search engine marketing. There's email
11:01marketing, affiliate marketing, social,
11:04content, mobile, and then we can get
11:06into subsets of each of these digital
11:08marketing channels, but really we'll
11:10start with SEO because that's the king.
11:12And to me, that's basically increasing
11:15the quality and quantity of relevant
11:17organic traffic on the search engines
11:21including Google. So depending on where
11:23you're located in the US market, Google
11:26tends or has a large market share. So
11:29you want your pages on your website to
11:32be found and clicked on organically. And
11:35so that means if somebody types in a
11:36keyword, you want that relevant page to
11:39show up first on Google so somebody can
11:42click on that link. Okay? And we know
11:44that millions of people specifically in
11:47the US but worldwide use search on a
11:49daily basis. So if you're ranking for
11:51those relevant keywords, you can imagine
11:53how much traffic you can get. Okay? So
11:55that's SEO. Okay? And here's an example.
11:58So, you type in online shopping. Well,
12:01you can see the first listing here is a
12:04paid search ad, and we're going to get
12:05to that in a minute. The second
12:07organically is Amazon. Okay, so online
12:10shopping, you think maybe Walmart, you
12:13think maybe Alibaba or you're thinking
12:17probably Amazon. Okay, so no surprise,
12:20Amazon's ranking for the keyword online
12:22shopping. And so, if somebody clicked on
12:24their listing, that's traffic for
12:26Amazon. Let's move on to search engine
12:29marketing, you know, known as SEM or
12:32pay-per-click or cost per click or PPC
12:36or CPC or sponsored search or Google
12:39ads. I mean, there's a lot of different
12:42names synonymous with SEM. So, search
12:44engine marketing is really just using
12:48paid ads on search engines. Just as we
12:50saw the previous example, if you want to
12:53be found for keyword, you don't have to
12:56worry about organic. If you're willing
12:57to pay for it, you just bid on that
12:59keyword and voila, you have the
13:02opportunity to appear number one in the
13:05search results at the top of the page
13:07for that keyword. Now, when somebody
13:10clicks on it, you have to pay Google if
13:12it's Google you're advertising on. But
13:14that's the beauty of search engine
13:16marketing. You can bid on keywords and
13:19appear at the top of the search results
13:21for that keyword. example here, if we go
13:24back to online shopping, well, myus.com
13:29is bidding on that keyword, online
13:31shopping. So, they're actually appearing
13:33above Amazon's organic listing, but
13:36that's what they want to do. They want
13:38to be found for that keyword. So, if
13:41they're not ranking for it organically,
13:43well, they're bidding on it. And if
13:45somebody happened to clicked on that
13:46listing, then myus.com is going to pay
13:50Google something depending on what the
13:53cost per click is. And so that could be
13:55anywhere from one penny to $100. It
13:59depends depends on the keyword, depends
14:01on who else is bidding on the keyword,
14:03depends on the location, depends on the
14:06time of day, depends on quality score.
14:08There a lot of factors involved in
14:10regarding what you pay. However, the
14:13benefit of SEM is visibility and getting
14:17traffic to your website for keywords
14:19you're not found for. So, that's why SEM
14:21is such a popular choice for a lot of
14:23companies. Okay, let's talk about
14:25digital marketing. That's a traditional
14:28type of digital marketing channel. It's
14:30been around a long time. You know, we
14:33all send emails on a daily basis and we
14:35probably all receive emails on a daily
14:37basis. This is an effective way to
14:40capture leads and convert them to
14:42customers because with email you can
14:44personalize your emails and you could
14:47send your emails to a segmented
14:49audience. Okay? So if you have emails
14:52from females who are 35 years of age to
14:5544 that live in say the southern part of
14:59the United States, you can segment that
15:02send them an email and cater that email
15:04directly to that audience. And of
15:06course, you can put some nice call to
15:09action in there. You can design it
15:11really snazzy and you could track it
15:13just like you can any other digital
15:15marketing channel. So, email is a very
15:17effective way to really reach a target
15:20audience because everybody for the most
15:23part has a functioning email account.
15:26So, basically here's an example of an
15:30email that could go out. you're selling
15:32a product and the product's promotion is
15:36about to end. Well, you know, get that
15:38email out to your target audience. Let
15:40them know that, hey, you have until
15:41tonight to purchase the product. And if
15:43you purchase it, you're going to get 30%
15:45off. And you can put the coupon code
15:47right in there with a nice call to
15:48action. And you can measure how many
15:50people click on that email, go to that
15:52web page, and purchase the product using
15:55that coupon code. So, that's an example
15:57of email marketing. Okay, we have
15:59affiliate marketing. So affiliate
16:01marketing is an effective way for
16:03digital marketers to basically create a
16:06sales force of people. So basically what
16:08you're doing is you're getting merchants
16:12to promote your products and services
16:14and you're using usually a third-party
16:17broker like Commission Junction or
16:19CG.com as an example to introduce you
16:24the the person selling the product, the
16:26merchant with the affiliate. though that
16:28affiliate could likely be a merchant him
16:31or himself and they can basically be a
16:35good partner of yours by publishing your
16:39product or service on their website so
16:42that they can sell in order to get
16:45commissions. So, it's all based on a
16:47commission. So, you basically are going
16:49to use a third-party affiliate like CJ.
16:52Get all these affiliates to work for
16:53you. They're going to promote your
16:55product or service. If they do sell your
16:57product or service, you're going to pay
16:58them a commission. That's more or less
17:00how it works with affiliate marketing.
17:03And you know, with affiliate marketing,
17:05to me, it's a good way to, you know,
17:07really promote your product or service.
17:09And you can pick and choose the
17:11affiliates or the publishers of whom you
17:14want to work with. So, here's an example
17:17of affiliate marketing at work. Okay?
17:20You basically see a banner. Basically,
17:23you could see earn up to 12% advertising
17:25fees with a trusted e-commerce leader.
17:28Okay? So, if somebody clicked on that
17:29and purchased, for example, or joined,
17:32you could pay out that commission. Okay,
17:34let's turn our attention to social media
17:36marketing. So, social media marketing,
17:39you know, I would say it's fairly new. I
17:41mean, if I think about it, we're in 2019
17:44and I remember talking about Facebook
17:46back in 2006. So, you're talking about
17:4813, 14, 15 years of social media. and
17:51it's definitely evolved over the years
17:54and but the concept remains the same. It
17:57involves creating different types of
17:59content depending on the platform. Okay,
18:02so you could be on Pinterest or
18:03Instagram and be dealing with photos or
18:06you could be on Twitter tweeting out
18:08certain characters up to a limit. Okay,
18:10so it really depends on the social media
18:13platform uh that really drives the type
18:16of content you're going to promote. But
18:18we know social media can be effective
18:20because people use social media. I mean,
18:23Facebook is one of the more popular
18:25platforms. And if you want to get your
18:27product or service out there, you could
18:29certainly pay to have an ad on Facebook
18:31or you could just post your content
18:34organically. Okay, that's the beauty of
18:35social. Most of your social platforms
18:38like LinkedIn and Twitter and Facebook
18:40and Pinterest and Instagram, they all
18:43have a paid form of advertising that you
18:46can use to promote your product or
18:48service. Or you can go the organic route
18:51and you know post content organically in
18:55hopes of driving traffic back to your
18:58website. So with social, you do have two
19:00options here, but social is interesting
19:03because there are a lot of different
19:04social media platforms out there. It
19:06really depends on your product or
19:08service. Okay. So an example of social
19:11media marketing, especially on Facebook.
19:14With Facebook, you got mobile and
19:16desktop. And you obviously have the
19:20opportunity to post something
19:22organically and have that liked or
19:24commented on or shared. Or you could
19:27post an ad and get that liked, commented
19:30or shared or clicked and have people go
19:32back to your website and fulfill the
19:35goal of what you want them to do. So
19:37moving on to content marketing. So
19:40content marketing is really an effective
19:43way of really distributing valuable
19:47content online. And when we talk about
19:49content marketing, you know, we're
19:50talking about different types of assets.
19:52So, it could be simply text in the form
19:55of a blog post or it could be a video or
19:59it could be an an infographic or it
20:02could be an image. Okay, there are lots
20:04of ways to create content these days,
20:07especially in digital marketing. And the
20:10great thing about content marketing is
20:12you're writing content for a targeted
20:14audience. So, if you're trying to target
20:17an audience on say Instagram, then you
20:20know who your audience is and you know
20:22what the type of content you're going to
20:24post on there. So, it could be in the
20:25form of a video or infographic or just a
20:28graphic. And so, that's the beauty of
20:30content marketing really putting
20:32yourself out there um and depending on
20:36the platform, putting yourself out there
20:38with various types of content. So for
20:40example, we look at YouTube. You could
20:44see this video here about digital
20:46marketing certified associate. Well,
20:49hey, you don't need to always write the
20:52content. You can produce the content in
20:54the form of a video and post it on
20:57YouTube. This is a form of content
20:59marketing. So that's content marketing.
21:01And then let's talk about mobile
21:03marketing. So content marketing again
21:06different types. But if we go now to
21:08mobile marketing, you can kind of segue
21:11from content to mobile because the only
21:13difference here is with mobile, it's
21:15strictly on mobile phone. It's not
21:18desktop. So mobile marketing is really a
21:21strategy on its own that helps you, the
21:25company promoting your product or
21:27service to reach your target audience
21:29through a mobile device. And that
21:31includes tablets. And how you could do
21:33that is via messaging. You could do it
21:36via email or you could be do it via an
21:39app. Okay, so you have different ways of
21:41getting your content out there to
21:43people. Okay, so as an example, you can
21:46use basically SMS or instant messaging
21:50via mobile devices to promote your
21:53product or service. Here's another
21:55example of a mobile marketing via app
21:58install. And so you can even compound
22:01that by running a say Google ad as an
22:05example and running your Google ad on
22:07say just mobile. You could do a bit
22:09adjustment just for mobile and the goal
22:12could be app installs. Okay. So and you
22:15can even do a mobile or app extension.
22:18So there's lots of ways to really
22:21promote your app or your product or your
22:24service via mobile marketing. Okay,
22:27let's talk about the customer life
22:28cycle. So, we know why we want to do
22:31digital marketing. We want to know we
22:34want we know what the digital marketing
22:36channels are because we just talked
22:38about them from SEO to social to
22:40affiliate to mobile to content to SEM.
22:44Okay, you have a lot of different
22:46digital marketing channels at your
22:48disposal. So, now how do we go ahead and
22:50approach our customers? So, that's what
22:52we're going to talk about first. So
22:53we're going to talk about different
22:54stages of the customer life cycle. Okay.
22:57And the first one is the awareness
22:59stage. So we need to get our customers
23:02aware of what we're selling or what
23:04we're promoting. Okay. So the awareness
23:06stage is really [snorts] what product
23:08does your brand offer? That's a question
23:10we want to get out there and we want to
23:12answer. Okay. What does a customer need
23:15your product or excuse me, why does a
23:17customer need your product? That's a
23:19question we want to answer with digital
23:21marketing. Okay. What solution does your
23:23product provide? Okay, that's an answer
23:25to a question we want to make sure
23:28people understand. So, these are
23:29questions that we want to be able to
23:32answer in the form of digital marketing,
23:35whether that be mobile or content. Okay?
23:38So, getting our information out there
23:41that answers these essential questions.
23:43And if we could do that, then somebody's
23:45going to become aware of our product or
23:48service. Okay? So, what product is our
23:50brand offer? Why does a customer need
23:53it? And what solution does it provide?
23:55Okay, those are some key questions that
23:57people tend to ask themselves when they
23:59look at a brand. Okay, and when they
24:01look at a product, hey, do I really need
24:03this? Is it going to help me in my life?
24:06Okay, and who who is selling this? I
24:08mean, who is this brand? I mean that's
24:10those are just things that run through
24:12people's mind intuitively that with the
24:15right messaging, the right channel, the
24:17right type of asset, the right targeted
24:19audience, you can quickly make somebody
24:22aware of your brand's product or
24:25service. In this stage, it's help
24:27potential customers discover your brand
24:29with the help of these different
24:31marketing channels. So [snorts] in the
24:34awareness stage, you know, content is
24:36key. So it's to me if we have a website
24:39we need a blog because if somebody does
24:41come to our blog from say organic search
24:44SEO then we can write about that product
24:47or service via blog and and talk to our
24:50customer talk directly to our targeted
24:52audience through that blog. And if we're
24:55not ranking organically, we can use paid
24:57search to promote it because paid search
24:59on Google, for example, basically we can
25:02be right at the top of the search
25:04results. And so somebody can actually
25:06see it when they do a search because we
25:07know millions of people you search on a
25:09daily basis. You could do social media
25:12marketing, okay? So you can publish that
25:16product or service on Facebook while
25:18you're building your community. And you
25:20can use affiliate marketing to help get
25:23the word out by using cj.com as an
25:26example. Build up a sales force of
25:28people, these publishers that are going
25:30to put your product or service out
25:32there. So to me, in the awareness stage,
25:34these are the the digital marketing
25:36channels you could focus on. Now, I will
25:38say one thing about display ads. Display
25:41is part of search engine marketing. You
25:44could use display because you can reach
25:47a large number of people. So even though
25:49it's listed here low priority in the
25:52awareness stage, display ads mean that
25:55if you're on Google's display network,
25:57you could pick and choose your sites,
25:59your demographics, keywords, topics, an
26:03audience. You could focus on all those
26:05different demographics to really attract
26:08a large number of people. So low
26:11priority, but it's probably also good to
26:13focus on in the awareness stage. So
26:16content marketing, you must create a
26:18high quality content that people are
26:20searching for. Without content, it's
26:23hard to get found. And so to me, this
26:25is, you know, where the blog comes in.
26:27SEO, take that content, get it
26:29optimized. Okay. SEM, if we're not
26:32ranking organically, we can make sure
26:34we're the top of the paid search results
26:37or the the the search results for
26:39particular keyword we want to be found
26:41for. And then social media marketing
26:43using different channels depending on
26:46the channel if we're selling you know
26:48training like simply learn does you know
26:50LinkedIn is a good platform for us.
26:53Okay. And then affiliate you know
26:54basically building up a nice network of
26:56publishers to get the word out. So these
26:59are all good channels that we can focus
27:01in on. So traffic sources may include
27:04paid, unpaid, social, referral, display,
27:08email or direct. So they they they could
27:10come in the awareness stage from all
27:12different types of channels. Even though
27:14you're focused on content, I mean, you
27:16could still get traffic from mobile or
27:19email. So now that we got the word out
27:22via all these different marketing
27:24channels, there's that consideration
27:26stage. So you know, people are aware of
27:28us, now they're considering us. And
27:30that's kind of the next stage in the
27:32process. Okay. So a few essential
27:35questions to address on the
27:36consideration stage. Hey, what features
27:39make your product valuable to others?
27:41And how will I increase customer
27:43engagement towards my product? So, those
27:45are answers to questions you want to
27:48ask. Okay, what features make your
27:50product valuable? You want to basically
27:52separate yourself from the competition?
27:55Basically, that's what you're trying to
27:56answer. Okay, so if you're promoting
27:59your product or service on paid search
28:02and other people are bidding on the same
28:04keyword, how are you going to stand out?
28:06And then how will I increase customer
28:08engagement towards my product? So an for
28:10example, if you're on Facebook, okay,
28:13and you're trying to get people over to
28:14your site to purchase your product, then
28:17how are you going to improve that
28:18engagement? You got to create something
28:20really snazzy or really it's going to be
28:23attentiongrabbing or something that's
28:24going to get them to become aware of it
28:26that's going to separate your post from
28:28all the other posts that are in
28:30somebody's Facebook newsfeed. Okay? So
28:33you really have to work hard to really
28:35convince somebody to get their
28:37consideration towards your product or
28:39service. So in this stage, your customer
28:41considers your product. So help them
28:43understand how your product is valuable.
28:46Okay? To me, email works really good
28:49here because if you have a targeted
28:51audience, this gives you the opportunity
28:52to really answer the questions in that
28:56particular channel. Email, you could
28:58support that with a promotion and
29:00display. I think display is a good
29:02option here too because even though you
29:05know people are trying to become aware,
29:07you know, you can really hone in and
29:10really get them to take that next step.
29:13Okay. With display, you can even do
29:14remarketing. So, if somebody's been to
29:17your site because they're aware of your
29:18product, they're curious, you can cookie
29:21them and remarket to them via display.
29:24So, display to me is a good a good
29:26channel to use here. Okay. So you have
29:28email, mobile display, you know, SEM.
29:32These are all, you know, good channels
29:34to use on the consideration stage,
29:36especially on search because somebody's
29:38looking for something and they're aware
29:39of your brand, then you have the good
29:43opportunity to get them to click on your
29:45ad, especially if you're offering a
29:46promotion, and get them to convert. The
29:49goal here is to increase our engagement
29:52so people are aware we're moving them
29:55further along the funnel. With email
29:58marketing, we have the opportunity to
30:00promote the product by sending an email
30:02directly to our audience. So with this
30:05stage, plan your campaigns around
30:07welcome emails, newsletters. We can talk
30:11about product descriptions, add ratings
30:13and reviews in the email. you know, we
30:16really just want to encourage people to
30:18purchase the product. That's we're
30:19trying to sway them over. So, email is a
30:22good source to allow us to do that. So,
30:24with mobile marketing, we can promote
30:26the products by sending relevant
30:28messages to our target audience.
30:31Display, again, retargeting because we
30:33can retarget an audience that has been
30:35to our website, already did some
30:37research about our brand, our product or
30:39service, and now we're going to reach
30:41back out to them to sway them. So
30:44remember, we want to encourage customers
30:46to buy a product by creating detailed
30:49articles about the product. That always
30:51helps and that's content. Okay, we want
30:53to opt for a customer testimonial. Okay,
30:56that helps sway people and add some
30:59guest blogging. Okay, we can have
31:01ambassadors blog on our behalf or we can
31:04go out and blog on somebody else's site.
31:07Okay, so blogging works both ways. is
31:09ways of of showing yourself and telling
31:12people, "Hey, we know you're looking for
31:15this product. Here's why you want to
31:16choose us." Okay, moving on from the
31:19consideration to the purchase stage. So,
31:21they're aware of you, they're
31:23considering you, and now we're on to the
31:25purchase stage. So, the questions we
31:28want to really make sure we address here
31:30are, how are my prices compared to my
31:33competitors? And is my brand more
31:36credible than others? Okay, so they're
31:38considering you, but that price point
31:40and it may not even be the price. It
31:42could be the shipping, for example. The
31:44price could be good, but the shipping
31:46cost could be high. So, you really want
31:48to do some due diligence and research on
31:51what your competitors are doing.
31:53Credibility, that goes back to the
31:55consideration stage and testimonials.
31:57You want to make sure you have reviews
31:59and testimonials to really elevate what
32:02you're trying to tell customers. and
32:05that that is hey I have a good brand I
32:07have a good product I have a good
32:09service come buy my stuff come buy my
32:12product and service but you really need
32:14to support that claim you just can't go
32:15out and say it and so supporting that
32:18comes in the form of what other people
32:20say and that could be reviews that could
32:23be comments on a social media platform
32:26it could be you know stars on say Yelp
32:29or Google My Business you know make sure
32:32you do your due diligence
32:34and make sure you get people to, you
32:38know, review you or provide testimonials
32:42because people are going to do their due
32:44diligence before they purchase,
32:45especially if it's on Google My Business
32:48or Yelp or Trip Advisor or whatever it
32:50is you're trying to sell. They're going
32:52to be able to see those reviews. And so,
32:54do your due diligence to get the
32:56reviews. And if it is a negative review,
32:58hey, that's okay. You can't please
33:00everyone. You're going to get them.
33:01That's the world we live in. Just make
33:03sure you show your upper hand and
33:06respond even to the negative as well as
33:08the positive reviews that you get. That
33:11actually bodess well to some people
33:13because hey, it shows that I made a
33:15mistake and you're willing to correct
33:17it. And so people actually see that.
33:19That could be the tipping point to
33:21getting them to purchase. Say, look,
33:23hey, this brand really cares because
33:26they're really responding to people.
33:27They're not ignoring negativity. Okay?
33:30Just those small things that can get
33:32people to change their mind. Now with
33:34the purchase stage, according to e
33:36consultancy, 83% of the online audience
33:39require encouragement to complete a
33:42purchase. Encouragement. What does that
33:45mean? Well, could mean providing a
33:47promo, giving them that extra incentive.
33:50You know, if you don't offer a promo,
33:52consider it. Especially on the email. In
33:54the example we looked at earlier,
33:56sending out an email means that if the
33:59promo is going to end at midnight, send
34:02that email out and tell people they have
34:04until midnight. And if they purchase
34:06today, you'll even increase it to 20%.
34:09And email is a good channel for that.
34:11Mobile can reach a lot of people through
34:13SMS. Okay, social media reaching people
34:17instantaneously.
34:18And then you know really with the
34:20purchase stage it gives pro prospects an
34:22offer to help them make that purchase.
34:25So you have plenty of channels to choose
34:27from. In fact most of these channels the
34:29only one really that doesn't fit the
34:31instantaneous mode is SEO. But you can
34:34really focus on affiliate even though
34:36that's a low priority here. You can
34:38really you know coordinate with your
34:40publishers who especially those
34:42publishers that have proven their worth
34:44and have sold your products in the past.
34:46you know, get them to help promote it
34:48and incentivize their audience. So,
34:51let's move on from the purchase to the p
34:54post purchase stage. So, this is after
34:57somebody purchases.
34:59Okay. So, some essential questions we
35:01want to be able to address here. So,
35:03what additional product could my
35:05customer buy now that they're my
35:07customer? What else could I sell them?
35:09what you know without being too pushy
35:11could if they buy a coat will a hat work
35:14or a pair of gloves or you know a blouse
35:18you know you want to be able to you not
35:20push a product on a customer but think
35:22about how you can complement that
35:24purchases that purchasers or customer's
35:27product and then how to improve the
35:29customer buying experience. So again,
35:33this goes back to, you know, what we
35:35just said about reviews. Get somebody to
35:37offer a review. And if they don't give
35:39you a full compliment of five stars,
35:42they only give you three and a half
35:44stars, then you know what? That's great
35:46feedback because then you can learn from
35:48that. And then the other question is,
35:50will the customer refer us to others?
35:52And if so, why? So that's definitely
35:55something you want to be able to address
35:57in the post purchase stage. So let's
35:59take a look here. So, with
36:01post-purchasing stage, you know, to me,
36:04email is at the top of this list because
36:06if somebody purchases something, you can
36:08send a nice thank you email because if
36:10they purchase, they're giving you their
36:12email in return because you're likely
36:14going to be sending them the receipt via
36:16email. So, email to me is a nice channel
36:19and sending a nice message. Even, you
36:22know, social media, you know, you can
36:24thank your community for supporting you
36:27on this recent campaign that you ran.
36:30you know, even throw in an extra five or
36:3210% on a future purchase as a thank you.
36:35And that's easily done on social media.
36:37You know, you could even post a blog,
36:40you know, promoting, you know, the
36:42success of a product and then offering a
36:45promotion. Okay? So, there's a lot of
36:47things you could be doing here on the
36:49post-purchasing stage. So, to me, even
36:52looking at content again, you could
36:54even, you know, put a survey together.
36:56You could even put a survey together for
36:59your affiliates. Okay? You could even
37:01post a poll on Facebook. So, it's just
37:04working in with these different channels
37:06to get some feedback about your product
37:09and service. So, with email, mobile, you
37:12can engage customers with follow-up
37:14emails or customer care content. You
37:16know, with mobile, if you have
37:18somebody's mobile number, hey, text
37:20them. A simple thank you goes a long
37:23way. You know, you could say, "Hey,
37:24look. If you're satisfied, let us know.
37:27Give us a call." You can even in the e
37:30mobile text message, you can put a link
37:32to a survey. Send emails to active
37:35subscribers. Give rewards for customer
37:37feedback. So, if somebody does provide
37:39feedback, give them an extra 10% off.
37:42You know, you want to be able to reward
37:44loyalty. Loyalty comes in the form of a
37:48partnership. If you're giving somebody
37:50discounts and you have a good product or
37:52service, then they're going to recognize
37:54that. They're going to say, "Hey, look,
37:55I really like this product and they're
37:57giving me 10%, I'm going to go ahead and
37:59purchase from these guys again." So,
38:01give those discounts to those active
38:03customers or on the affiliate network,
38:05give referral opportunities to your
38:07customers. So, if it's an affiliate
38:10publisher, hey, if they're getting
38:12people to your site, you know, reward
38:14them. or if it's an email and you put a
38:17forward to a friend get an extra 10%
38:20off, it doesn't hurt because you're
38:22incentivizing people to help you sell
38:24your product. So with social display and
38:27content, use those banner ads or use
38:31that content that you display on social
38:33or the blog you're going to write to
38:35give customers advice in order to
38:37maximize the value of the purchase. So
38:39again, you can use these platforms to
38:42also enhance uh what they purchased. So
38:46hey, you just purchased this product.
38:47Thank you very much. Did you know you
38:49could do this, this, and this with it?
38:51And so that's the idea of a
38:53post-purchase stage is to maximize these
38:56channels to be able to answer those
38:58essential questions about what else
39:00could they purchase, you know, do they
39:02like how do I be get these people to
39:04become loyal customers? Okay, so with
39:07the first purchase stage, if a customer
39:09has bought a pair of sports shoes, for
39:11example, running shoes, you can
39:12recommend a cross product sale, a cross
39:15sale. It could be a pair of shorts or a
39:17water bottle or an accessory with an
39:20exclusive discount. So that's another
39:22example what you can do on the
39:23post-purchase stage.
39:24>> Let's start by understanding what is AI
39:26in digital marketing. Now, don't worry
39:28if you've never heard of AI in this
39:30context before. Let's break it down for
39:33you. So AI stands for artificial
39:35intelligence which is a branch of
39:36technology that allows machine to think
39:39and learn like humans. Now in marketing
39:42AI is used to automate and enhance
39:44marketing processes by using data
39:47algorithms and patterns to make
39:50decisions, predict outcomes and
39:52personalize experiences. Now here's how
39:55AI works in digital marketing. First one
39:58is predictive analytics for customer
40:00segmentation. Let's talk about customer
40:02segmentation. Now, imagine you own an
40:05online store that sells shoes. You want
40:08to target customers who are most likely
40:10to buy your products. Now, AI can
40:13analyze data like a person's browsing
40:15history, past purchases, and even what
40:18time of day they are most active. Now,
40:21using this data, AI predicts who's most
40:23likely to buy specific type of shoes.
40:26Let's suppose it's running shoes. and it
40:28targets them with personalized ads. For
40:31example, we have Amazon. Now, Amazon
40:34does this every time you see product
40:36recommendations whenever you shop. It
40:38knows you've been searching for running
40:40shoes and it will recommend more styles
40:42of running shoes, boosting their sales
40:45by 35. Next one is generative AI for ad
40:48creatives. Generative AI refers to
40:50technology that can create things for
40:52you like text, images, videos, and even
40:54music. In marketing, this means that AI
40:57can write ad copy like the text in your
41:00ads, create social media post and even
41:02design graphics automatically for you.
41:05Let's take an example. We have copied AI
41:07which can write engaging captions for
41:09your Instagram post and write Sonic that
41:12can help you create ad copy for Facebook
41:14or Google ads without needing a
41:16copyriter to do it manually. Then we've
41:19got chat bots for realtime engagement.
41:22Chat bots are another form of AI that
41:24engages customers in real time. Now, if
41:26you've ever visited a website or seen a
41:29little pop-up message saying, "Hi, how
41:31can I help you today?" That's likely a
41:33chatbot powered by AI. Now, these chat
41:36bots can answer frequent questions
41:38instantly, helping customers without any
41:41human intervention. For instance, H&M
41:44uses an AI powered chatbot to help
41:46customers find clothes based on their
41:48style and size preferences. This
41:51instantly guides them through the
41:53shopping process. Next up, we've got
41:55recommendation engines. Now,
41:57recommendation engines are AI systems
41:59that suggest products or content based
42:02on your previous behaviors. Now, if
42:04you've ever wondered how Netflix always
42:06seems to recommend the perfect movie for
42:08you, that's happening because their
42:10recommendation engine is powered by AI.
42:12Now, it will track what you watch, how
42:14long you've watched, and even how often
42:16you re-watch movies to suggest something
42:19you love. In fact, Netflix
42:21recommendation system drives 75% of the
42:24content people watch, making it a huge
42:27revenue booster. So, why is AI
42:29transforming marketing? Here's the
42:31thing. AI is smarter, faster, and more
42:33efficient than humans processing large
42:36amounts of data. Let me break it down
42:38for you. First up is
42:39hyperpersonalization.
42:41So what hyperpersonalization means for
42:43you? It is a process when a brand uses
42:46AI to deliver highly personalized
42:48experiences based on realtime behavior.
42:52For example, let's say you're browsing
42:53an e-commerce stores. AI will track your
42:56clicks, time spent on each product, and
42:59even your location to tailor the product
43:01recommendation. You see, this type of
43:03personalization boost conversions up by.
43:06Think about it. When you are shown
43:08exactly what you want, you're more
43:10likely to buy that, right? It also
43:12increases the efficiency gains. Now,
43:15before AI, marketers had to do a lot of
43:17manual work. They would spend hours
43:19creating ads, analyzing data, and
43:21running AB test. Now, AI can automate
43:24those task. Let's suppose for example,
43:26AB testing, which I'll be explaining
43:28later. This can be fully automated. AI
43:31runs multiple versions of which one
43:33performs the best saving time and
43:35effort. Let me explain AB testing more
43:38clearly. AB testing is a marketing
43:40method where you test two versions of A
43:42and B of a marketing asset like a email
43:45or an ad to see which one performs
43:48better. You might change the subject
43:50line, the image or the call to action to
43:52see which one gets more clicks. AI
43:54automates this by testing multiple
43:56versions at once and analyzing the
43:58results instantly. Let's dive into some
44:01real stats that show the impact of AI in
44:03marketing. AI adoption is soaring as of
44:062026. 92% of businesses plan to invest
44:09in AI. Why? Because AI is helping
44:12businesses improve efficiency,
44:13personalization, and return on
44:15investment. In fact, 86% of advertisers
44:18are already using AI to create video
44:21ads. In 40% of all video ads will be AI
44:25generated by 2026, showing how much AI
44:28is changing the advertising landscape.
44:30Social commerce 2.0. Social commerce is
44:33another AIdriven trend. This means
44:36shopping directly within social media
44:38platforms. For example, on Instagram,
44:40you can even buy products without ever
44:43leaving the app. AI is used to
44:45personalize those products based on what
44:47you've liked or interacted with. Next is
44:50privacy preserving AI. With increasing
44:53concerns about the data privacy, AI is
44:56adapting. Now instead of relying on
44:58third-party cookies, AI now uses
45:00firstparty data which is data that you
45:03the brand collect directly from your
45:05users and federated learning. This means
45:08AI can learn and predict customer
45:10behavior without invading privacy.
45:13Google is already transitioning the
45:15first party data in its ads which help
45:18advertisers stay compliant with privacy
45:20laws while still targeting the right
45:22customers. Let's move on and talk about
45:24some real world tools and applications
45:26of AI in digital marketing. The first
45:29one on our list is HubSpot. HubSpot uses
45:31AI for predictive analytics, meaning it
45:34predicts what your customer will do
45:36next, like purchase a product or sign up
45:38for a newsletter. It also helps with
45:40customer segmentation where it groups
45:43customers based on similar behavior
45:45allowing you to target them more
45:47effective. Next is Hootsu. This social
45:49media tool uses AI for content
45:51shoulduling and social listening. AI
45:54analyzes posts to recommend optimal
45:56times for posting, increasing
45:58engagement. It also tracks social media
46:00trends to help you create content your
46:02audience will love. Next is Mailchimp.
46:05You might know Mailchimp as an email
46:07marketing tool, but it's also powered by
46:09AI. It uses AI to personalize email
46:13subject lines, automate follow-up
46:15emails, and even optimize send times
46:17based on when users are most likely to
46:20open email. Then we've got Google
46:22Analytics, G4. Now, this new version of
46:25Google Analytics uses AI to help
46:27marketers understand customer journeys
46:30across websites and app. Now, this new
46:32version of Google Analytics uses AI to
46:35help marketers understand customer
46:37journeys across website and apps. The
46:40J4's AI provides insight on user
46:43behavior and predicts which user are
46:46likely to convert. Then we've got
46:48Crimson Hexagon. This AI powered social
46:51listening tool analyzes consumer
46:53sentiment on social media, helping
46:56businesses adjust their strategies based
46:58on how people feel about their brand in
47:01real time. Next, let's talk about how
47:03you can implement AI in your strategy.
47:05Now, to make sure you're ready with AI,
47:07here's a simple checklist. First, audit
47:10your data. Make sure your data is clean
47:12and that it follows privacy regulations
47:15like GDPR before you start using AI.
47:18Next, start small. Test AI tools on
47:21low-risk task like AI generated subject
47:23lines or personalized email content.
47:26Integrate human review. AI is powerful,
47:29but it still needs human oversight to
47:31ensure your brand voice stays
47:33consistent.
47:34Looking ahead to 2026, we will see a
47:37shift towards generative engine
47:39optimization, GEO, and answer engine
47:42optimization, which is AEO. This means
47:44we will focus less on keywords and more
47:47on creating content that answers
47:49customer queries direct content that AI
47:52can quickly recognize as authorative.
47:54And in conclusion, AI is not just a
47:57trend. It's the future of marketing. And
48:00in coming years, AI will be integrated
48:02into every aspect of digital marketing
48:05from personalization to automation to
48:07data analysis. Marketers who embrace AI
48:10now will gain a significant competitive
48:12edge. Let's move on to our next topic
48:15where we will be discussing must-h have
48:17AI tools for digital marketers. We'll be
48:19diving into the must-h have AI tools for
48:21digital marketers and show you exactly
48:23how to use them step by step. And by the
48:26end of this, you will have hands-on
48:28knowledge of using tools like Chad GPT,
48:30Jasper, Ka Surfer SEO and you will know
48:34how to apply them to create content,
48:36optimize SEO and boost your social media
48:39marketing. Let's jump in. The first tool
48:42we'll be using is Charge GPT. Let's
48:44start by using Charg to create the text
48:46content for our social media post. First
48:49step, just go to Charg. Open it. Now, if
48:52you're new to Charge GPT, you need to
48:54log in through your account and sign up.
48:56So, I've already signed up and logged
48:57into my Charge GPT. Next, you need to
48:59type in the idea or topic you want your
49:02social media post to be about. For
49:04example, let's say we're promoting a
49:06summer sale for a fashion brand. So your
49:09prompt would be something like create a
49:11catchy fun social media post for a
49:13summer sale at a clothing store with a
49:15discount of 25% off everything. So let's
49:19give it to Charpd and let's see what
49:21result does it give to us. So as you can
49:24see that charge has given me a very
49:26engaging social media post and it says
49:29summer sale alert the sun's out and so
49:32are the savings. It has also added
49:34multiple emojis as you can see 25% off
49:37everything and you have this hurry this
49:40hot deal won't last long and they have
49:42also added hashtags here. Now this is
49:44really cool because you do not need to
49:46provide much of uh you know context on
49:49like add this hashtag as well. It has
49:52already done in just by giving a simple
49:55prompt which is to create a catchy fun
49:57social media post for a summer sale. Now
50:00this is really good. Now let's suppose
50:02if you want to create an image like an
50:05image poster for your email campaigns.
50:08So how would you do that? Now let me ask
50:11chat GBT to create an AI generated post
50:16social media post or whatever you just
50:17mentioned post here and I've just added
50:20this prompt and uh just click on enter.
50:23So as you can see it says you're
50:25creating image just wait for a few
50:27seconds till it creates your image. So
50:30now as you can see charge has created
50:32our post and just let me view it to you.
50:36So here's the image the post which it
50:38has created and it says summer seal 25%
50:42off everything and I really like the
50:44quality of the image it has created it's
50:47really good and even the text. So if you
50:49want to personalize it more like if you
50:51want to add more content to this post or
50:54if you want to change any thing or if
50:56you want to add more images you can also
50:58give a reference image here. Just click
51:01on add files and more and you can just
51:03add more pictures or file and then you
51:05can just give give charge reference like
51:08create post as in similar to this one by
51:12giving the image and it will do it for
51:14you. So this is how charge creates
51:16social media post for you in just a
51:18simple prompts. The next AI tool we'll
51:20be showing you is using Jasper for ad
51:23copy. Now Jasper is an AI tool that will
51:25help you generate ad copies quickly. So
51:28here as you can see just need to go to
51:30jasper.ai and you'll be redirected to
51:33this website here and just select reject
51:36all and it also has this AI assistance
51:38on the top right corner. So it says AI
51:42content automation built for marketers.
51:44Jasper powers the new era of marketing
51:46unifying your brand voice connecting.
51:49You have this option of canvas where you
51:51can plan, create, collaborate. Then
51:53studio where you can build custom
51:54agentic workflows. Jasper IQ is also
51:57there which maintains quality and
51:59authenticity with rich context hub. Then
52:02you've got this trust option and there
52:04are a lot of options as you can see. You
52:07can actually automate every step of the
52:09content cycle from here from finding the
52:11keywords to selecting the brand voice
52:13for you creating the blog post
52:15everything. So let's just click on login
52:18from here. So here is the interface the
52:21homepage of Jasper and this is the
52:24project section where you can just click
52:26on create project from here and it will
52:28open this project section for you where
52:30you can just enter your title of the
52:32project. So just click on continue from
52:35here. Just name the title of the
52:37project. It is summer clothes offer.
52:41Objective is to sell summer clothes. You
52:45can also select the brand voice. You can
52:47search by name from here or you can
52:49create your brand voice. So for now
52:52we'll just leaving this. You can select
52:54audience. You can create an audience.
52:56You can name younger maybe aged 25
53:02to 30 or maybe 20 to 30. That looks
53:05better. Just enter a description here.
53:08So I've just mentioned fashion forward
53:12individuals
53:14age between 20 to 30. And you can just
53:18select maybe your workspace or you can
53:20just mention private to me and just
53:23click on next. You can also upload
53:25files. You can add audience
53:26documentation from here where you can
53:28include information about who your
53:30audience is such as demographic, pain
53:33points, motivations and you can paste
53:35the text from here or you can add URL
53:37add knowledge base. Just click on next
53:40from here. So it says reviewing audience
53:42details. You can also buy trigger as you
53:45can see it says events or circumstances
53:47are those things that can motivate the
53:50audience to start looking for solutions
53:52like yours. So it has already added uh
53:55triggers like seasonal fashion trends,
53:57celebrity endorsement, major life
53:59events, sales and special promotions,
54:02social media influences. You can also
54:04add more buying triggers like peer
54:05recommendation like what whatever
54:08engages your audience to buy your
54:10product and these are the use case
54:12requirement which is the affordable
54:14pricing options. So as you can see the
54:16AI has already added the audience
54:18details and everything. It also has a
54:20section of key success indicators which
54:23is increase in sales volume. Additional
54:25characteristic are the genders. You can
54:28actually mention it all genders or you
54:30can also add the age from here. Next
54:33we'll just hit on generate and it says
54:35generating audiences. Jasper is now
54:37analyzing your inputs to craft your
54:39audience. So as you can see it has
54:41already created our audience. It says
54:43congratulations your audience has been
54:45created. And this is the audience
54:47overview from here. The buying triggers,
54:50core messaging, positioning statement,
54:52the value propositions. It has added
54:54engaging patterns, engagement patterns,
54:58attention hooks like celebrity inspired
55:00looks, seasonal must have, common
55:03objective objections and responses and
55:06what if the fit is wrong. You know, I
55:08just need to just provide what the
55:10target audiences are. to mention the age
55:12and it will create the whole u audience
55:16based feature for you already and these
55:18are the do don't also as well which is
55:21really impressive and this is the
55:23content refinement checklist now so that
55:26we have reviewed it we'll just go to
55:28review audience or you can just return
55:30to your workflow so I'll just click on
55:32return to my workflow so as you can see
55:35on the top left side it says how I can
55:37help you today right now this is the uh
55:40Jasper AI I was talking about. So let's
55:43just write write social media ad copy
55:49for summer clothes sale offer offer 25%
55:57on almost all the clothes audience age
56:02between 20 to 30. All right. Here's an
56:06also option of enhancing your prompts.
56:08You can also enhance your prompt if you
56:10want to. Here's the uh audience which we
56:12have already selected and we can also
56:14set the brand voice. For now, we have
56:16not selected any brand voice but you can
56:18do it. So let's just hit on this enter
56:21and let's see what ad copy does it
56:22create for us. So here it says writing
56:25social media ad copy incorporating the
56:28following audience into the content
56:30optimizing for clear CTA platform focus.
56:33All right. So ad copy is now ready that
56:37too within seconds it says a social
56:39media ad copy is ready and perfectly
56:40tailored for your audience and here is
56:43our ad copy. I can open it in the editor
56:46and just let me show it to you. This
56:47says summer clothes sale ad headline
56:50body trending now 25% off on almost
56:53everything and call to action. Now what
56:56you can do is you can also add links
56:58from here. you can generate links and
57:02yeah when I just click on the link
57:04option it it has started doing something
57:07okay so now if you don't want this
57:09particular section just delete it or you
57:12can just press this slash option and you
57:14can uh tell the Jasper what to do maybe
57:18continue writing or you can also add
57:20image you can highlight customer
57:21satisfaction features describe the
57:24mobile app benefits so let's suppose I
57:26want to keep on continue writing so just
57:28click on that it will start continue
57:30writing your add copy mode. Okay, so now
57:33I think it's done and this looks pretty
57:36basic but you can actually edit from
57:39here. You can edit the font of the text.
57:42So let's suppose I want to keep the text
57:45as uh some other font. So you can
57:48actually put it as code. Let's suppose I
57:50want to put uh this thing as code,
57:53right? So I'll just select on quote and
57:57this has become as a quotation here. You
57:59can also add more sections blocks from
58:01here. If not needed just delete it. You
58:05can insert and link from here. You can
58:07add numbered list. Then you have this
58:09tools option where you can actually
58:11check the word count and also check the
58:13plagarism of this ad copy which you have
58:16created using Jasper. Now this is how
58:19you can create a simple ad copy using
58:22Jasper AI tool. Let's suppose I now want
58:24to create a visual concept for this ad.
58:27So I'll just say AI to create a visual
58:29concept and it's taking some time to do
58:32it. It's creating summer visual
58:34generating image. We'll wait for a few
58:36seconds. Okay. So now as you can see our
58:39summer sale visual is ready. And this is
58:42the visual. I'll just open it in the
58:44editor. And it says summer is here and
58:46so are the looks you need. 25% off on
58:49almost everything. But here as you can
58:51see in place of s it has used n. So
58:54there are some grammatical or spelling
58:56mistakes. You can actually correct it
58:58from here. It has also added a button of
59:00shop to sale. Now this is really good.
59:02So this is the overall visual. So you
59:06can just give it to Jasper that correct
59:09correct the spelling of almost it is
59:14mentioned as all month. It should be and
59:19the line 25%
59:23off. I want it in italics to correct it.
59:27So it's updating the content now. Let's
59:28see. So it says it seems there was an
59:31issue doing the specific pattern. Okay.
59:35So let it be. You can just add it
59:37manually. Now it seems like the AI is
59:39not able to correct the spelling from
59:41here. All right. Now if you want to edit
59:43it manually, you can do that. Let's move
59:46on and let's see some other features of
59:48Jasper AI. I can say create more ad
59:51variations for social media. Let's see
59:53if it creates more ad variations. But u
59:56initially I feel it is really good
59:58because you know you can create the
1:00:00social media visual plus you can create
1:00:02the ad copy and the interface is quite
1:00:05friendly so you'll feel like creating
1:00:07more. Okay this is the other versions it
1:00:10has created for us and this looks very
1:00:13basic but then yeah surely you can use
1:00:15it for your uh ads. It's really helpful
1:00:18for marketing people out there. You can
1:00:21actually select uh through these three
1:00:23variations. It has created variation
1:00:25one, variation two, variation three. You
1:00:27can also write a blog post about summer
1:00:30fashion. You can create a LinkedIn ad
1:00:32for the sale. So it has also added this
1:00:34LinkedIn ad feature which is really
1:00:35amazing. So let's see what LinkedIn ad
1:00:37it creates for us. So here as you can
1:00:40see it has created a LinkedIn ad. The
1:00:43headline is refresh your summer work to
1:00:45weekend style. And this is the text
1:00:47elevate your professional casual
1:00:49wardrobe this season and the
1:00:51description. You can surely edit it from
1:00:53here if you want to or you can just use
1:00:55this uh ad copy for your LinkedIn post.
1:00:59Let's see one more uh important thing
1:01:01which is writing an email marketing
1:01:03campaign using um Jasper. So let's say
1:01:07to write an email marketing campaign for
1:01:09us as well. Well, in the later part of
1:01:11this video, I'll be showing you how you
1:01:13can create email marketing. But for now,
1:01:15let's see how Jasper. So, it has created
1:01:18an email uh campaign. It says subject
1:01:21the summer style upgrade is here and the
1:01:23sale is on. Pre header is there. Hi,
1:01:25name ready to own the summer for a
1:01:27limited sale time. Take 25% off and shop
1:01:30the sale now. So, you can add more text,
1:01:33add more designs. If you want to change
1:01:36fonts or add colors, you can do it
1:01:38accordingly. Or even if you want to add
1:01:40visuals, you can do that. You can take
1:01:41help of Google Chad sheet for creating
1:01:43more images, the visuals. Uh well, it's
1:01:47pretty good to use this and I really
1:01:48like using Jasper a let us talk about
1:01:51one more AI tool on our list which is
1:01:53copy.ai and this AI tool is actually
1:01:56paid one. So uh let's see what are the
1:01:58use cases of this AI tool. Well, you can
1:02:01actually design your GTMai playbook
1:02:03using copy.AI AI and it has the option
1:02:06of content creation. You can power your
1:02:09content engine with AI, SEO, thought
1:02:11leadership, use cases for lead
1:02:14processing, deal coaching. Now for
1:02:16marketing, you can actually get a demo
1:02:18by just clicking on here. So these are
1:02:20the features it offers. AI powered
1:02:23content creation where you can craft
1:02:24compelling hyper relevant content that
1:02:27resonates with your target audience. A
1:02:29secret weapon for ABM. You can uncover
1:02:31deep insights into your target account.
1:02:33strategic priorities and then you also
1:02:36have this demand generation campaign
1:02:38execution. You can build an AI demand
1:02:40gen. You can take the repetitive work
1:02:42off your teams. Okay, so let's look at
1:02:45the pricing of this AI tool. Well, it
1:02:48starts for $29 per month and this will
1:02:51be with five seats. Unlimited words and
1:02:54chart, unlimited chat projects, access
1:02:56to openthropic Gemini models. Now uh you
1:02:59have this option and if you're like
1:03:01enterprise level you can also get this
1:03:04custom demo from here and you need to
1:03:06contact the sales team for getting the
1:03:08exact pricing for your enterprise. The
1:03:10next tool on our list is right sonic. So
1:03:13let's see how it works. This tool is
1:03:15actually free of cost. So I'll just show
1:03:17you the demo how to use it. So it says
1:03:20you can track and boost your brand's
1:03:21visibility in AI search. You can
1:03:24actually take precision actions. You can
1:03:26rank your keywords. It's also good for
1:03:28your SEO optimized content if you want
1:03:31to create. You can monitor your impact,
1:03:33check the visibility progress, track AI
1:03:36visibility. All right. So, let's click
1:03:39on get started from here. I'll just
1:03:41click on sign in with Google. Click on
1:03:43continue. So, here it says, "Welcome.
1:03:46Let's optimize your website. We'll use
1:03:48your website to improve AI search
1:03:50visibility, boost SEO, generate tailored
1:03:52content ideas." So let me just enter my
1:03:56website name. So here it says what you
1:03:58want improved first AI search track
1:04:00engine your GEO where you can track and
1:04:03improve where AI platform mentions your
1:04:06brand and you have SEO and content
1:04:08optimization. So we'll talk about the
1:04:11SEO optimization later. So first let's
1:04:14just check this uh tool from here. So
1:04:16I've just selected SEO and content
1:04:18optimization. I'll just click on
1:04:20continue. So it's now analyzing my
1:04:23website. So it says here's what we have
1:04:26learned about your business so far. This
1:04:28is the about of website URL which I had
1:04:30given. So it says about of the company
1:04:32which is about Simply Learn and the
1:04:35primary target location. You can also
1:04:37mention your target topics from here.
1:04:40You can enter a topic add to the list.
1:04:42And these are the topics selected. And
1:04:45if you want to select more you can do
1:04:46that. It says organic traffic 1.1
1:04:49million. Domain rating is 84 out of 100.
1:04:52Back links is 2.2 million. So we'll just
1:04:55click on confirm and continue. So here
1:04:58in the AI agent you can actually plan a
1:05:00content strategy. You can see the AI to
1:05:03fix the SEO of your content. You can
1:05:05create content from here. And you can
1:05:07also have the option of analyzing
1:05:09competitors as well. So let's suppose I
1:05:12click on create content. You have this
1:05:14option of custom article generator,
1:05:17social media post generator. Let's click
1:05:19on social media post generator. Social
1:05:21media post on sale summer clothes 25%
1:05:28off. You can mention which social media
1:05:31platform. Let's suppose I want it for my
1:05:33Instagram. What product service are you
1:05:36promoting? Just enter clothes and then
1:05:38I'll select on use prompt. It says
1:05:41creating social media post on sale
1:05:43summer clothes. So here as you can see
1:05:46the right hand side it says social media
1:05:48trends in fashion retail. It's
1:05:50generating summer sale post ideas. So
1:05:52it's actually doing a lot of research.
1:05:54Now it's working on the high performing
1:05:56content analysis. Now this is really
1:05:58good for your research purpose for
1:06:00marketers who want to actually research
1:06:03while creating a ad post or ad copy. It
1:06:07has the key takeaways also from here the
1:06:09behind the scenes recipe tutorial. All
1:06:12right, this is good. It works the same
1:06:14like uh the previous Jasper AI which we
1:06:17have seen. You have this option of um
1:06:20researching high performance sale
1:06:22announcement, generating summer clothes
1:06:23post ideas, getting best practices for
1:06:26social media post and a lot of options.
1:06:29So now I think it has created it's
1:06:31working on the final output and it says
1:06:34your final response is ready. Just take
1:06:36a look now. This is our final response
1:06:38social media post and this is the
1:06:40variation one lifestyle focus. All
1:06:42right. It has also again added the
1:06:44hashtags. Variation two urgency and this
1:06:47is the third variation problem solution
1:06:49approach. Fourth variation also it has
1:06:52given to us value focused. Now according
1:06:54to your niche and your target audience
1:06:56and your goal you can just extract any
1:07:00repeat according to your goal and your
1:07:02niche like who your target audience are
1:07:05and how you want to add your product you
1:07:08can just select the variations from here
1:07:10you can just select on save to my
1:07:12content and you can also share it from
1:07:14here so this is how uh right sonic works
1:07:16and it's really good if you want to
1:07:19create a blog post social media post ad
1:07:23copies keys and a lot of thing and also
1:07:24great for SEO I must say. So we'll
1:07:27explore this right sonic a bit later
1:07:29again. So let's move on to our next
1:07:31tool. Now the next tool we'll be using
1:07:33is Canva for visual content. Now I'm
1:07:36pretty sure you all must have used Canva
1:07:38for creating content for Instagram, for
1:07:41YouTube or for creating your any post.
1:07:44Canva is a simple tool for creating
1:07:46stunning graphics. So just go to Canva
1:07:49from here and let me show you how you
1:07:52can create post. So here you have
1:07:54multiple templates option from here.
1:07:56Presentation, poster, resume, email,
1:07:59logo, mobile video, invitation, video,
1:08:02Instagram story, Instagram post. So uh
1:08:06you can just uh you know discover Canva.
1:08:08It's really good as you can see. It has
1:08:10a minimalistic sophisticated templates
1:08:13which you can use it for creating your
1:08:15Instagram post or your story or any of
1:08:18the poster designing any designs,
1:08:21graphic, logo, invitation post. So you
1:08:25have this Canva AI also. So I'll just
1:08:28search from here summer sale clothing
1:08:30offer and it says the category. So for
1:08:32category you can select Instagram store
1:08:35you want it for Facebook post or mobile
1:08:36video banner poster. Let's suppose I
1:08:39want for my Instagram post and then I
1:08:41can just select the style. I want a very
1:08:43minimalistic look and it gives me
1:08:46templates option from here. Now I really
1:08:48like this one. So I'll be just selecting
1:08:50that and just click on customize this
1:08:52template. In this way you can actually
1:08:55customize your template. You can add uh
1:08:57the pictures of your brand. You can edit
1:09:00the text from here. Discount limited
1:09:02time you can add it. So this is how you
1:09:04can edit and create post using Canva
1:09:07manually. Next, you also have this
1:09:09option of Canva AI. So, let's explore
1:09:11this a bit. You can actually say Canva
1:09:14AI to create create a social media post
1:09:19ad for my Instagram post about summer
1:09:25sale clothing offer up to maybe this
1:09:28time I'll be selecting 50% off for all
1:09:32the summer beach wear clothes. You can
1:09:37also code using Canva. Let's have a look
1:09:40at it. This is the first version it has
1:09:43created. You can also select on Canva
1:09:46editor from here. So this is the post it
1:09:48has created. Summer sale up to say 50%.
1:09:51Let's suppose I want to change the color
1:09:53of this image because it's not visible.
1:09:56So you can just add your brand colors. I
1:09:58want to keep it white. So I'll go with
1:10:00white. All summer clothes. And I really
1:10:03like the quality of the image it has
1:10:06created for us. That's really good. You
1:10:08also have more versions of it. This is
1:10:10the second version it has created. This
1:10:13is the third. I mean it's similar. This
1:10:15is the third version as you can see.
1:10:17This is the fourth version. Now I like
1:10:21this one. Summer sales splash. I also
1:10:24liked the first one and the second one.
1:10:27So if I had to rank all of these uh
1:10:30tools to create a social media post, I
1:10:32would definitely go with Canva AI. It's
1:10:35my personal favorite, but you can also
1:10:37use Jasper chat GPT as well. Now, I
1:10:40really love Jasper for its creating ad
1:10:43copy, optimizing my content, and
1:10:45creating email campaigns. It's really
1:10:47good for that. So, you've got multiple
1:10:50options, AI tools. You can use all of
1:10:52these AI tools to create your post for
1:10:55your brand. So guys, now that we have
1:10:58learned how to create a social media
1:10:59post, email campaign, add copy, SEO
1:11:02optimized content, it's time to review
1:11:04everything all together. So first we use
1:11:06chat GPT to generate a social media post
1:11:09and an email. Then we use Jasper to
1:11:11create ad copy for paid ads. We also
1:11:14explored copy AI for its fine-tuned
1:11:17email copy campaigns. And finally, we
1:11:20explored Canva for creating post into
1:11:22stunning visual. Now in the next topic
1:11:25we will see how you can use AI for
1:11:27keyword research and SEO optimization
1:11:29which is search engine optimization. Now
1:11:31let's talk about how you can use AI for
1:11:34keyword research and SEO which is search
1:11:36engine optimization. Well, search engine
1:11:39optimization is all about optimizing
1:11:41your content so that search engines like
1:11:44Google can find it easily and rank it
1:11:47higher in search results. The better
1:11:49your SEO is, the more likely people are
1:11:52to see your website, content or product
1:11:55when they see for related topics. Now,
1:11:58AI tools have revolutionized SEO because
1:12:01they can analyze vast amounts of data,
1:12:03recommended improvement, and automate
1:12:06many tasks that would take humans hours
1:12:08to do. AI helps in keyword research,
1:12:11content optimization, ranking
1:12:13improvements. I'll be showing you how to
1:12:16use solo for keyword research and SEO
1:12:18optimization. But before that, let's
1:12:21first understand what is keyword
1:12:22research. Now, keyword research is the
1:12:25first step in SEO. It's all about
1:12:28finding the right keywords that people
1:12:30are searching for in your niche.
1:12:32Keywords are the terms or phrases that
1:12:35users type into search engines when they
1:12:37are looking for something. For example,
1:12:39if you run a fashion store, keywords
1:12:42could be summer sale clothes, buy dress
1:12:44online, or fashion deals. You want to
1:12:47create content around these keywords to
1:12:49rank higher on search engines. Let's
1:12:52talk about why is keyword research
1:12:54important. The goal of keyword research
1:12:56is to discover the terms your audience
1:12:59is searching for and create content
1:13:01around those terms. By optimizing for
1:13:03those keywords, you increase the chance
1:13:05of your content appearing in relevant
1:13:08searches. With AI tools, you can
1:13:10discover the best keywords based on the
1:13:12following criteria. First is search
1:13:14volume, that is how often a keyword is
1:13:17searched. Second is difficulty, how hard
1:13:20it is to rank for that particular
1:13:22keyword. Next is relevance, that is how
1:13:25well the keyword matches your content.
1:13:27intent whether the searcher is looking
1:13:30for buy, learn or browse. So let me show
1:13:33you how you can use surfer SEO for
1:13:35keyword research. Just go to Google and
1:13:37search for surfer SEO.com and this would
1:13:40be the website you'll be directed to and
1:13:42this is the logo for the surfer SEO. Now
1:13:44surfer SEO is one of the best AIdriven
1:13:47tools for keyword research and SEO
1:13:49analysis. It will help you find high
1:13:52ranking keywords and optimize your
1:13:54content to increase your search engine
1:13:56visibility. Let me show you how you can
1:13:59use surfer SEO for keyword research. So
1:14:02first thing is you need to log into your
1:14:03surfer SEO and I have already logged
1:14:05into my surfer SEO. So I'll be just
1:14:07showing you the home interface and how
1:14:09you can optimize your content. So once
1:14:11you log in you'll be seeing this option
1:14:13the navigation bar as the home. You have
1:14:16this inbox where you'll be receiving
1:14:17messages. You have the sites AI tracker
1:14:20and then you have this tools option. So
1:14:23when you select on tools you have the
1:14:26options of topic research, keyword
1:14:27research analyzer, rank tracker and AR
1:14:30humanizer. SER analyzer is the search
1:14:33engine result page. We'll also see that
1:14:35later. So first we'll see how you can
1:14:38actually research for your topic and use
1:14:40Surfer SEO for that. Just click on topic
1:14:43research from here and then just select
1:14:45on new topic research. Here you can just
1:14:48enter your topic name. Let's suppose my
1:14:50topic name is AI courses and you can
1:14:52just select the location from here. You
1:14:54want a location in India, Indonesia or
1:14:56whatever country you want to just enter.
1:14:59So I have just entered India. Then click
1:15:01on create topic research. Just wait for
1:15:04a few seconds. So this one is taking a
1:15:06bit of time to actually load. Let me
1:15:08just uh show you a demo of another AI.
1:15:11So let me just show you the alternative.
1:15:13Let's suppose I searched for some other
1:15:15topic which is best AI tools and this
1:15:17one has already been done as you can
1:15:20see. Uh okay this is the overview of the
1:15:22progress. I'll just skip to from here.
1:15:24Now it says the topical map the best AI
1:15:27tools and this is the topics it has
1:15:29created. Okay it's in Hindi right now.
1:15:32Let me check the recommendations. Okay,
1:15:35the recommendations are artificial
1:15:37intelligence opportunities content idea
1:15:40622 and my keyword was best AI tools and
1:15:44as you can see it has taken keyword
1:15:45statistics from Google search console
1:15:48and the search volume is 34.7 million
1:15:52and you can see the number of keyword
1:15:54difficulty this is the average keyword
1:15:55difficulty for all the keywords in this
1:15:57cluster for the topic of the main
1:16:00keyword which is artificial intelligence
1:16:02opportunities AI tech and So many option
1:16:05artificial [snorts] intelligence academy
1:16:07AI tools directory what are the types of
1:16:10data in AI this is a keyword difficulty
1:16:13the volume as you can see the topic
1:16:15cluster popularity and the score from
1:16:18here so you can directly just export all
1:16:21of this topical map to your Excel file
1:16:23and you can have a look at what are the
1:16:26keyword density how many people are
1:16:28searching through this the volume of my
1:16:31keyword this will actually help you to
1:16:33optimize ize your content to create
1:16:36content based on the search volumes so
1:16:39that your topic ranks higher in Google
1:16:42search volume. Next, we'll see for the
1:16:45keyword research. Now, this was for the
1:16:46topic research topics like when you
1:16:49search in Google, you know, AI courses,
1:16:51AI tools and this is for the keyword
1:16:54research from just you can just click on
1:16:56this new keyword research and just enter
1:16:59any of your target keyword. So let's
1:17:01suppose my target is AI courses from
1:17:04here and you can show the results for
1:17:07United States or you can also select
1:17:09India. So I've selected India from here
1:17:13and just click on create keyword
1:17:15research. So it will take some time to
1:17:18create uh your map. So now it has
1:17:21created our map and you can see all the
1:17:24clusters from here content editors in
1:17:26progress and the done part. So we cannot
1:17:29view the content editors. You can look
1:17:31at the intent theformational.
1:17:34Okay, these are the keywords. So let me
1:17:37first search for theformational this
1:17:38particular keyword which is the cyber
1:17:41security free course. So as you can see
1:17:42it has a monthly search volume MSV of
1:17:4616330.
1:17:47This is the total traffic. This is the
1:17:50difficulty level of the keyword and
1:17:53these are the number of keywords. cyber
1:17:55security free course, free cyber
1:17:57training uh IBM cyber security course,
1:18:00cyber security skills. You can [snorts]
1:18:02also write using this uh AI tool from
1:18:05here. It will wait till it prepare
1:18:08prepares your content editor. So
1:18:10meanwhile, let me have a look at some
1:18:12other keywords which it has given for
1:18:14me. This is a user experience design
1:18:16courses. Again, if you want to have a
1:18:18look at this particular course, you can
1:18:20have a look at the monthly search
1:18:21volume, total traffic, keyword
1:18:24difficulty. And here you have a lot of
1:18:27uh keywords it has given for you. Now,
1:18:29you can just select any particular
1:18:31keyword that aligns with your niche and
1:18:33your topic. And you can just select
1:18:36multiple broadlevel keywords from here.
1:18:39You have a ton, you know, you have a ton
1:18:41of keywords from here, the keyword
1:18:43density. So let's suppose it has a good
1:18:45MSV which is 5,400 use experience design
1:18:48courses. So we can use this particular
1:18:50keyword to create topics. Next you have
1:18:53the SER analyzer. So let's suppose my
1:18:56topic is machine learning course. Next
1:18:58you can also check a rank tracker using
1:19:01this. You can stay on the top of your
1:19:03rankings and for this you need to
1:19:05actually subscribe. It starts from
1:19:07rupees $8.50 $50 per month and you can
1:19:11actually uh by if you purchase this uh
1:19:14premium version then you can see every
1:19:17move you can track daily ranking changes
1:19:19you can stay out of the competitors
1:19:21focus on high value keywords and uh this
1:19:24is really cool if you want to check the
1:19:25rank and this is AI humanizer where you
1:19:28can just copy paste your content and it
1:19:30will detect if this content is AI
1:19:32written or not okay you can also check
1:19:35the SEO score of your topic It says 27
1:19:38out of 100. So let's suppose you select
1:19:41any particular keyword which is online
1:19:44cyber boot camp and you can see the
1:19:48content score. It's 27 out of 100. You
1:19:50can also optimize this content and these
1:19:53are your main keyword positions for the
1:19:54last 30 days. You can have a look at
1:19:56your uh previous interactions, the
1:19:59traffic and the impressions you've had.
1:20:02So you can also optimize your uh
1:20:05previous keywords or the blogs which you
1:20:07have already created before. This is
1:20:10your content audit section where you can
1:20:12look at the content score, your
1:20:14position, traffic, impression and the
1:20:16CTR which is the click-through rate and
1:20:18you can have a look at your u keywords
1:20:21like how well are they performing and uh
1:20:24first one is the recommendations which
1:20:26shows only the position, traffic,
1:20:28impression and the score. Next we have
1:20:30the top topical map which I already
1:20:32showed you how to do it. Then you have
1:20:35the activity log from here where you can
1:20:37just check the optimized pages your
1:20:40created pages like how many pages had
1:20:42you created before Google updates
1:20:44editors and then you can have a look at
1:20:46all the recent activities which you had
1:20:48previously. So this is how surfer SEO
1:20:51actually works. Now let me show you how
1:20:53you can use strategy for creating your
1:20:55SEO optimized content. Now once you have
1:20:58selected your keywords you can use
1:21:00charge GPD to create content around
1:21:02those keywords. Let's suppose for
1:21:04example you can input a prompt like
1:21:06create a 300word blog post on what is
1:21:09cyber security using keywords like cyber
1:21:11security boot camp top courses to learn.
1:21:14So you can get these keywords from
1:21:16surfer SEO and just give it to chat GPT
1:21:19and it will create content for you. So
1:21:21as you can see it has already created a
1:21:22content the blog post it says what is
1:21:24cyber security a quick guide and if
1:21:27you're looking to enhance your cyber
1:21:29security well so as you can see it has
1:21:31already used our keywords you can see
1:21:33here cyber security boot camp cyber
1:21:35security professionals so it has created
1:21:38SEO optimized content but then you would
1:21:40need to give more prompts to GPT on how
1:21:43to create better optimized content for
1:21:45you one more important tool which we use
1:21:47for keyword research is the Google
1:21:49keyword planner. you know. So, uh let me
1:21:52just search on Google. Yeah, you have
1:21:56sebrush as well as Google keyword
1:21:58planner for finding out your keywords.
1:22:02From here you can just select on start
1:22:04now. So here just log into Google ads
1:22:07from here and this [snorts] is how you
1:22:08can create Google ads campaign. I'll be
1:22:10showing you later how you can do that.
1:22:12Just go to these uh tools section and
1:22:15here you can just select
1:22:18keyword click on and from here you can
1:22:20uh discover new keywords or whether you
1:22:22if you want to uh search volume and
1:22:25forecast you can also do that select on
1:22:27that enter paste the the keyword which
1:22:30you're looking for let's suppose I'm
1:22:31looking for machine learning and just
1:22:34click on get started so it will find the
1:22:38keyword search volume for you can just
1:22:41select the date from here. Maybe I want
1:22:44it for the last 24 months. So from here
1:22:46you can see the keyword ideas the
1:22:48forecast thing. So you can see here
1:22:51machine learning it has a monthly search
1:22:53volume of 100k to 1 million 3 month
1:22:56changes 0% y changes 0% competition is
1:22:59low. So you can proceed with this. This
1:23:01is the top of the page with high range
1:23:03and you can just select keywords from
1:23:05here. You also have options of
1:23:07performance planner as well. Next, you
1:23:10can also use semrush for your keyword
1:23:12research processes. You can enter your
1:23:15website URL. You can get insights the
1:23:17SEO
1:23:19history and how is it performing your
1:23:21website. Click on deny all. So, you can
1:23:24just enter word or a phrase from here.
1:23:26Let's suppose it's AI courses and it
1:23:28will find keywords for you. So, these
1:23:30are the number of 25 keywords by search
1:23:32volume. This is the intent, search
1:23:34volume, KD person, the keyword
1:23:37difficulty and the SER analysis as well.
1:23:40Now you can select keywords from here.
1:23:42Now it see it's that easy to use. You
1:23:45also have multiple options domain
1:23:46overview, organic traffic. You can use
1:23:48it for SEO purpose as well. Let's click
1:23:51on this SEO checker. So you can just
1:23:53copy paste your domain URL and you can
1:23:56analyze and your website. So I've given
1:23:59again my URL as wsimplylearn.com.
1:24:06It will analyze the website now. All
1:24:08right, we're performing your SEO audit.
1:24:11I think it needs a paid version and you
1:24:13can just click on try AI visibility
1:24:15toolkit and you can have a look at the
1:24:16performance of your website. You can
1:24:18also use AI for link building and this
1:24:20is optional. AI can also assist with
1:24:22link building which is another essential
1:24:24part of SEO while link building is a bit
1:24:26more manual. AI tools can help you find
1:24:29high quality websites where you can
1:24:31potentially get back links. Tools like
1:24:34HMR use AI to identify link building
1:24:37opportunities by analyzing competitive
1:24:40backlinks and content relevance. So in
1:24:42this section we have covered the
1:24:44essentials of using AI for keyword
1:24:46research and SEO which helped us to find
1:24:48the best keywords, analyze competition
1:24:50and optimize our content. By using these
1:24:53AI tools effectively you can boost your
1:24:55rankings, drive more traffic and
1:24:57optimize your content for the best
1:24:59results in search engine. Now in this
1:25:01section we are going to build an AI
1:25:03powered content strategy. Now imagine
1:25:05this you're a marketer juggling between
1:25:08multiple task and AI comes in like your
1:25:10personal assistant helping you create
1:25:13blogs, videos and strategies 10 times
1:25:15faster. Sounds amazing right? Well
1:25:18that's exactly what we are going to do
1:25:20today. By the end of this, you will have
1:25:22all the tools you need to automate your
1:25:24content creation for 2026 and coming
1:25:27years. We will keep it very simple. No
1:25:30jargon, no complicated terms. So now
1:25:32let's understand what an AI powered
1:25:34content strategy even means. Now regular
1:25:37content strategy is just your plan. What
1:25:39you post, when to post it, and who
1:25:42you're posting it for. But an AI powered
1:25:45content strategy that's when artificial
1:25:47intelligence comes in and helps you
1:25:49create, plan and optimize your content
1:25:52based on realtime data and insights.
1:25:55Example, you can think of it like your
1:25:57personal content assistant. You tell it
1:26:00your business goals and it will give you
1:26:02topic ideas such as the best keywords to
1:26:04rank for and even help you create
1:26:07content that your audience is guaranteed
1:26:09to love. Now, here's a complex term for
1:26:11you. Topical authority. All that means
1:26:13is that Google and AI powered search
1:26:15engines like chat GBT gives more trust
1:26:18to websites than create lots of content
1:26:20around a specific topic. So instead of
1:26:23just writing one blog post about AI
1:26:25marketing, you will write multiple posts
1:26:28that are all linked together building a
1:26:30topic cluster and when you do that your
1:26:33website ranks higher. It's that simple.
1:26:36So now we are going to use phrase.io
1:26:39which will help us to build a content
1:26:41strategy. phrase.io I is an AI tool that
1:26:44helps us plan our content by finding the
1:26:46right keywords and topic clusters. It's
1:26:49very simple to use. So just go to
1:26:51phase.io, log into this account and I've
1:26:54already logged in and here you get these
1:26:56options. So you can use the AI to
1:26:59generate rank ready document. You can
1:27:02also import URL from here. So let me
1:27:05just click on generate rank ready
1:27:06document. You can add uh you can create
1:27:09a blog post and you can add content
1:27:11ideas. So let's suppose I want to create
1:27:14okay it has already mentioned blog post
1:27:16I'll just start with my keyword which is
1:27:19uh digital marketing using AI and you
1:27:24can add context from here you can see
1:27:27the plus button okay you can add some
1:27:30internal knowledge like uh talk about
1:27:33how AI is changing the landscape using
1:27:38various tools and how it is helping in
1:27:43marketing right and you can just click
1:27:46on save this context and uh you can
1:27:49select the number of words which you
1:27:51want it's already by default 2,000 words
1:27:53let's suppose I wanted only 800 words
1:27:56for now and you have this uh brand voice
1:27:59and tone so I want to keep it uh casual
1:28:03let's suppose I'll just select casual
1:28:04from here and hit on generate content so
1:28:08it's actually exploding now searching
1:28:10for all the uh search results for this
1:28:13particular keyword. We'll wait for a few
1:28:15seconds. So, as you can see at the
1:28:18bottom, it has this SER which is
1:28:20generating SER analysis. It's doing the
1:28:23SER analysis, search engine, result
1:28:26page, query questions and outline. So,
1:28:29it has got nine questions. It's working
1:28:31on the outline. You can also hide these
1:28:33instruction if you want. So, we'll just
1:28:35keep it for now. So, it has now
1:28:37generated the All right. It says AI
1:28:40powers the back end of digital
1:28:42marketing. Can have a look at the
1:28:44analytics. You can see the word count
1:28:45from here. The average is 1702, minimum
1:28:48this much maximum 5 to 46. And this is
1:28:52the word count, right? The topic score
1:28:54you can have a look at which is 100
1:28:56maximum average is 51.3.
1:28:59The headings, the images, back links,
1:29:01domain rating. So this way actually you
1:29:03can analyze the keyword which you are
1:29:05targeting. You can get the SOAP insights
1:29:08through this AI tool. You also have this
1:29:10query questions. Questions are curated.
1:29:14All right. The questions are can AI be
1:29:16used in digital marketing? What is
1:29:18digital marketing using AI and how does
1:29:20it work? And why is AI becoming
1:29:23important in the field of digital
1:29:24marketing? You have multiple questions
1:29:26and it has also generated an outline for
1:29:28you. All right. So now we'll just click
1:29:30on generate article. Wait for a few
1:29:33seconds till it. So now as you can see
1:29:35our article is almost ready. It says uh
1:29:38your score is 74%. Your rank ready
1:29:41article is complete and it's a 1670
1:29:43words and it covers many key topics.
1:29:45Your phrase topic score is 71% yet it
1:29:49outperformed 67% of the top search
1:29:52results. You can also review and
1:29:53optimize your content later if you want
1:29:55to. This is how you can use freeze io
1:29:58for creating your content and also
1:30:01optimizing it, creating outline,
1:30:04searching through the SER results. It's
1:30:05really amazing. Next one I'm going to
1:30:07show you is a very common AI tool we use
1:30:10nowadays. I want you guys to guess about
1:30:12it. It's definitely Claude. Now, did you
1:30:15know that you can also create automating
1:30:17blog using Clawude AI? Now, Claude is an
1:30:21AI tool that's great at generating high
1:30:23quality content and this is used by most
1:30:26of the content creators these days. So,
1:30:28just click on new project from here and
1:30:31start with the chart. It's using sonnet
1:30:334.5 models. You can use other models as
1:30:36well. For opus 4.5, you need to upgrade
1:30:38your version, but we can just go with
1:30:40the sonnet 4.5 version. So I've given a
1:30:43prompt on write a 1500
1:30:46word blog on best AI tools for
1:30:52marketers. Just hit on enter. Okay. I've
1:30:55also mentioned make sure to uh use
1:30:58stats, examples and simple terms so that
1:31:04the EI understands. You can see the
1:31:06previous blog it had created for us.
1:31:08It's designing the artifact. You can see
1:31:10on the right hand side this is some kind
1:31:12of code it's working on. It's making the
1:31:15edits now. So now as you can see our
1:31:18blog is almost ready. We can just click
1:31:20on this version 10. So here it has
1:31:23written a perfect blog SEO optimized
1:31:26blog for us. You can actually copy this
1:31:28blog now. And what you can do is you can
1:31:31put it to Grammarly for checking more
1:31:33corrections. So we'll just head over to
1:31:36Grammarly. This is also one of the most
1:31:38used AI tools for uh checking any
1:31:42mistake and checking uh AI plag and
1:31:44everything. So we'll just click on this
1:31:47Grammarly and we can adjust the tone of
1:31:50our content. If you want to personalize
1:31:52a bit more like make it casual tone,
1:31:55conversational or professional,
1:31:57informative, you can just use Grammarly
1:31:59for that. It's free of course but it
1:32:02does have some limits to do it. So we'll
1:32:05just click on new doc. And now we'll
1:32:07just upload it. You can also start
1:32:09typing or insert using slash. From here
1:32:12you get this options of bullet list,
1:32:14call out, simple table and so many
1:32:16options. So let's suppose I'll just copy
1:32:18paste my blog. And here it's actually
1:32:22checking. So you can see the Grammarly
1:32:24proofreader writing quality is 95
1:32:27grammar and 14 clarity one is grammar
1:32:29mistake. You can actually fix your
1:32:32grammar and you can just select on
1:32:33improve your text. So this particular
1:32:35line needs some text improvement. Just
1:32:37select on accept from here these all and
1:32:40just improve your grammar. You have the
1:32:42clarity delivery. Now I think it's
1:32:44almost ready for us and the writing
1:32:46quality has been increased to 96%. So
1:32:49this is how you can use Grammarly to
1:32:51actually refine your blog and make it
1:32:54more optimized and correct grammar if
1:32:57needed. Next, let's suppose I just copy
1:33:00paste this blog from here again and
1:33:02we'll go back to surfer SEO to check the
1:33:06SEO score for our blog. So, I'll just go
1:33:08to the right section from here and click
1:33:10on plus new content. And you can also
1:33:13click on write for yourself. The keyword
1:33:15I'm ranking for is digital marketing
1:33:21using AI. And then click on create. So
1:33:25from here you can just copy paste your
1:33:27content and you can have a check of your
1:33:29SEO score and it ranks to 44 out of 100
1:33:32and these are the number of words and
1:33:34the headings. You can actually auto
1:33:35optimize this content from here. This is
1:33:38how SEO will help you rank for your of
1:33:41the content. So now that we have seen
1:33:43how these AI tool helped us write for
1:33:45blog and surfer SEO helps to check the
1:33:47SEO and even Grammarly helped us to
1:33:50optimize our content by removing some
1:33:53mistakes and refining our blog. Now it
1:33:56really works in this way. Now in this
1:33:58way your content will be SEO friendly
1:34:00and ready to rank higher. Next time I'll
1:34:03show you how you can create a viral
1:34:04short form video content using AI tools.
1:34:07Now we have a few tools known as
1:34:10pecttory and lumen 5. So just search for
1:34:13pecttory AI from here and you just go to
1:34:17the third link the pecttory.ai. Click on
1:34:19this. Click on get started for free.
1:34:22Click on continue with Google from here.
1:34:24So from here you can actually create
1:34:27videos. We have option of text to video,
1:34:29URL to video, AI video editor. You can
1:34:31also summarize your video, audio to
1:34:33video, images to video, PPT to video. So
1:34:36whatever uh content whatever uh type you
1:34:39want to create video with like from
1:34:41voice from audio or from images you can
1:34:43do that. So let me show you how you can
1:34:45create video using text to video. Here I
1:34:48have a title of my project as machine
1:34:52learning or you can just start with an
1:34:54idea. Let's suppose I want to create an
1:34:56explainer video. So you can select
1:35:00platform from here. I want it for
1:35:02YouTube and it should be like 30
1:35:04seconds. Let's suppose let's see how the
1:35:06quality is and what is digital marketing
1:35:12and click on generate script from here.
1:35:14So it's actually creating a script for
1:35:16us. You can also select the duration,
1:35:19the size of the aspect ratio. You want
1:35:23to view it in desktop, your tablet or
1:35:25your mobile phone. And then you have
1:35:27this option of ask optimize, refresh,
1:35:30shorten. You can also change the tone.
1:35:32Let me select on generate video and show
1:35:34you guys how you can create. Now you can
1:35:36select a theme from here. Let's suppose
1:35:38I like this one. So I'll just select
1:35:40this particular template I want with a
1:35:42text thing since it's an explainer
1:35:44video. We'll wait for a few seconds till
1:35:46it creates our video for us. And now as
1:35:50you can see our video is now created.
1:35:52Just select on preview video and we can
1:35:55just play this video. So it doesn't have
1:35:57that scale. I'll just show you here.
1:35:59This is the video it has created in
1:36:02different segments. So it has actually
1:36:04given us the video frames in different
1:36:07uh scenes. As you can see it has
1:36:08multiple scenes from here. So you need
1:36:11to edit this video in order to get the
1:36:13proper full documented uh video. But I
1:36:16like the text and the explanation it has
1:36:19used. But uh there are more various
1:36:22other tools which you can use for
1:36:23creating viral videos. Now the second
1:36:26tool I'll be showing is Lumen 5. So here
1:36:29you can just describe your ideas and you
1:36:31can generate videos from here. Just give
1:36:34the prompt whatever you want to generate
1:36:36and it will create videos for you. Let
1:36:38me show you viral uh video which I have
1:36:41created recently using Google Nano
1:36:44Banana runway and midjourney tools. So
1:36:47I'll just show you how I did that. Let's
1:36:49head over to Nano Banana from here. So
1:36:52just click on the first link try Nano
1:36:54Banana Pro in Gemini. So here, as you
1:36:56can see, I have given prompt to Nano
1:36:57Banana to create a high quality close-up
1:37:00image of freshly baked cupcakes with
1:37:02vibrant multicolored sprinkles. And this
1:37:05is how it created an image for us. And
1:37:07this is really good. I like the quality.
1:37:09So what you can do is you can get
1:37:11prompts from chat GPT or even Nano
1:37:13Banana. Just select on this image option
1:37:16from here. You can also uh adjust the
1:37:18agents mode and you can add files if you
1:37:21want to give some reference. And I have
1:37:23created a scene wise image like I want
1:37:26to create a ad for my uh restaurant
1:37:30known as taste and bakes. So I've given
1:37:32different uh prompts and it created a
1:37:35bunch of images related to my uh bakery
1:37:39and this is a sardo bread. Next one is
1:37:42the cookies and I've given the prompts
1:37:43like in similar format create designer
1:37:46image featuring curated selection of
1:37:48cupcakes and see the variance it has
1:37:51created for us. Now what I did was I
1:37:54downloaded this images. I went back to
1:37:57runway. Now runway.ai is one of my
1:38:00favorite AI tools which I use for
1:38:02animating images and creating videos.
1:38:05From here you can just select the video
1:38:07like select the images uploaded from
1:38:09here and give a prompt to animate it.
1:38:12And this is how it turned out to be. So
1:38:14as you can see I've given a prompt
1:38:16animated closer freshly baked cupcake
1:38:18and like that you can give prompt. If
1:38:20you want I can give you the prompt
1:38:22attachment folder. If you just comment
1:38:24down in the comment section below I'll
1:38:26just send you the PDF. So like this you
1:38:29can just give prompt and this is the
1:38:31quality of the animation it has done for
1:38:34us. Just look at this and this one was
1:38:37for the sardo bread. All right. Now this
1:38:39is the uh videos animated videos. We got
1:38:43it ready from our images. Next, if you
1:38:45want to add a voice over, you can just
1:38:47head over to 11 labs and then you can
1:38:50just create a viral voice over using
1:38:52chat GPT for this particular uh ad which
1:38:55we are creating and then you can just
1:38:57give it to 11 Labs. So here I have my
1:39:00voice over ready which I took help from
1:39:02Chad GPT and it says welcome to taste
1:39:04and bakes where every bite feels like a
1:39:06warm hug. So just click on generate
1:39:08speech. You can select any uh lang like
1:39:11any model from here. what voice you want
1:39:13to select. You can just have a look at
1:39:15the number of plenty of voices which you
1:39:17get ited and just select any voice. You
1:39:19can also adjust the tone accordingly
1:39:22like you get this option of speed,
1:39:24stability, similarity and then our next
1:39:27step would be we'll go back to Canva AI
1:39:29for editing our video. So after we have
1:39:32downloaded our voice over, we'll go to
1:39:35Canva.ai.
1:39:37Just go to the Canva AI video editor
1:39:39section and just click on create a video
1:39:42from here. Now from here you can drag
1:39:44and drop the media the images the
1:39:46animated images which we have created
1:39:48before. Okay. So I've given all my
1:39:51animated scenes to Canva AI editor and
1:39:55this is how it created a video for me
1:39:57and I've also added the voice over which
1:39:59we generated using 11 labs. And I'll
1:40:02just show you the video right just click
1:40:04on preview and this is the video.
1:40:07created.
1:40:07>> Welcome to Taste and Bakes, where every
1:40:10bite feels like a warm hug. From our
1:40:12freshly baked cupcakes to our perfect
1:40:14sourdough and irresistibly gooey
1:40:16cookies, we're here to bring a touch of
1:40:19sweetness and warmth to your day.
1:40:21Imagine biting into a golden brown
1:40:23sourdough loaf with a
1:40:24>> So, in this way, you can actually create
1:40:27viral ad videos using AI. Now, these
1:40:30tools aren't just timesavers. They help
1:40:32you scale your content and boost your
1:40:34results. Whether it's building a
1:40:36strategy with phrase or turning your
1:40:38blog into a viral real video or using
1:40:41ptorium human, you are on your way to
1:40:43effortless content creation. So let's
1:40:46understand what is AI for email and SMS
1:40:49marketing. Let me break it down for you.
1:40:51Traditionally, email marketing involves
1:40:54sending out campaigns manually, figuring
1:40:56out which content works and testing it
1:40:59over weeks. But AI changes the game by
1:41:01automating these task in real time. So
1:41:04what AI does is it personalizes email
1:41:06content for each recipient. Then it
1:41:10predicts when to send messages for
1:41:11maximum open rates. It optimizes content
1:41:14in real time to boost conversions. And
1:41:17why is this important? Well, automating
1:41:20your email and SMS marketing saves time,
1:41:22ensures personalization at scale, and
1:41:25increases engagement. AI helps you send
1:41:28the right message at the right time
1:41:30without manually tweaking each email.
1:41:32Now the first step is using chat GPT for
1:41:35email uh campaign for creating email
1:41:37campaign. This is very easy to use. So
1:41:39you can just go and uh write a prompt
1:41:41like create an email campaigns for
1:41:42winter. So you can just go and give a
1:41:44prompt like create an email campaign for
1:41:47winter clothes sale and it will create
1:41:49an email body and all the content for
1:41:51you. The next tool which I want to show
1:41:54you guys is anyword.ai.
1:41:56So just go on Google and search for
1:41:58anyword.ai AI and just click on sign in
1:42:01from here or you can also click on try
1:42:02it now start with Google and now from
1:42:05here you can just select create content
1:42:08and you can describe what content you
1:42:09want to create let's suppose I want to
1:42:11create an email campaign for winter
1:42:18clothes sale 50% off on both men and
1:42:24women wear including children and just
1:42:27click on enter from Here you can select
1:42:30long form or you can also select create
1:42:32with short form editor. So I've selected
1:42:34the long form and just add enter. So now
1:42:37it has given a prompt which we have
1:42:39already given. You can also add files
1:42:41from here. So we'll just click on next
1:42:43and these are the settings. The generate
1:42:46in US content length let the decide the
1:42:48broad audience. You can also add your
1:42:50target audience. The will do it
1:42:52automatically. It says the outline is
1:42:54ready and you can also tell any word
1:42:56what to write in each section. If you
1:42:59want to add section just click on plus
1:43:00add section and you can also give more
1:43:03instructions and outlines or more
1:43:05content if you want to create. I'll just
1:43:07keep it as it is and click on generate
1:43:09from here. We'll just wait for few
1:43:10seconds. So now that you can see our
1:43:12email campaign is ready. This is the
1:43:15email subject winter sale 50% off and
1:43:17this is the email header. You can also
1:43:20improve your score from here and you can
1:43:22see the insights. Now this score will
1:43:24predict the performance of the text
1:43:26compared to other similar text from any
1:43:28words a b test data set and will this
1:43:31code will predict click through rate.
1:43:33Now this is really amazing and then you
1:43:35also have this email body email body
1:43:38text for uh if you want to add more
1:43:40content you can do it from here. If you
1:43:41want to make it in italics you can just
1:43:43do it from here. If you want to bolden
1:43:45it if you want to add a quote you can do
1:43:47it from here. And this is the call to
1:43:49action. And this is the email sign off
1:43:52for the winter sales close. You can just
1:43:54add your brand's name from here. So in
1:43:56this way you can create your email
1:43:58campaign using anyword.ai.
1:44:01Next I'll show you how you can create
1:44:03email campaigns using Mailchimp. Now you
1:44:05must have heard of Mailchimp. This is
1:44:07one of the most widely used tool for
1:44:09creating email campaigns. So we'll just
1:44:12go over to uh Mailchimp. You just log in
1:44:14from your credentials and then just
1:44:17select campaigns from here and we have
1:44:19this email template. Select on that. Now
1:44:22mostly all of these are upgrade to use.
1:44:24So you cannot use it uh like you need to
1:44:27upgrade your Mailchimp to the premium
1:44:29version and then you can use these uh
1:44:32templates from here. Now you can also
1:44:34create from scratch or you can use uh
1:44:36some other template. Suppose I click on
1:44:38create from scratch. So uh my previous
1:44:43template is here. So what you can do is
1:44:45you can add a logo from here and to that
1:44:48logo you can also add a link and this is
1:44:50the view your email browser. You can add
1:44:53your domain. I mean you can add the
1:44:55website. Let's suppose my website is
1:44:57ww.taste
1:44:58andbakes.com.
1:45:01You can add your website link from here.
1:45:03And after that it says it's time to
1:45:05design your email. You can just uh add
1:45:08content like grab your first bite of
1:45:14cake and maybe you want to change the
1:45:16font. So you get this option here. You
1:45:19can change the font. To me, this looks
1:45:21better. So I'm going to make it like
1:45:23this. And I'll make italics.
1:45:26And you can also put more text from
1:45:28here. So I've written this content.
1:45:30Whether you're craving for famous
1:45:32chocolate chip cookies, croiss or
1:45:34delicious sauo bread, we've got you
1:45:35something. And again, I want to keep it
1:45:38in some other font. This looks good. We
1:45:40have added our icon. You can now add
1:45:42image from here. You can just click on
1:45:45add image. And let's suppose I want to
1:45:47add this cookies. Just click on insert.
1:45:50Yeah. So now cookies is here. This looks
1:45:53good. You can actually small decrease
1:45:56the size of it. You can also add more
1:45:58images from here. It has this option of
1:46:00fill. You can actually fill this or you
1:46:03can keep it at scale or you can make it
1:46:05like original whatever suits. I mean
1:46:07this one is looking better. And now you
1:46:09can add a button text from here. Let's
1:46:11suppose it's order now. And let me just
1:46:15change the color of it. So you can just
1:46:16go to styles from here. You can select
1:46:19color make it in Yeah. And we'll just
1:46:24make it bold and increase the size. So
1:46:27this is the button. So now you can add a
1:46:29link to your website here and then you
1:46:32can have this option of adding uh
1:46:35various accounts your social media
1:46:37account like Facebook, Twitter,
1:46:39Instagram and then you can add your
1:46:40location details, your mailing address
1:46:42and where you want your uh audience to
1:46:45reach you at. You can add your number,
1:46:47your contact details and everything. So
1:46:49this is just a basic u mail email
1:46:52campaign which I showed you how you can
1:46:54use uh to create in Mailchimp. You can
1:46:57also add heading, paragraph, spacer,
1:47:00button. There are various plenty of
1:47:02options here. Now, if you want a full
1:47:04tutorial of how to use Mailshape, it's
1:47:06attached in the description box and also
1:47:08in the card section. So, you can just
1:47:10check it from there and you can just uh
1:47:12go to Simply Learn's YouTube channel and
1:47:14there we have a full tutorial. So, just
1:47:17refer to that. You'll have a better idea
1:47:19about how to use a Mailchimp in depth
1:47:22and in detail. So now we can just
1:47:23preview our meal which we have created
1:47:25the email campaign. This is in the
1:47:27desktop mode. You can also view it in
1:47:29the mobile mode from here. So this is
1:47:31how it will look like in your mobile and
1:47:34this is the desktop mode. So it's like
1:47:36this. Grab your first bite of cake. And
1:47:38this is the image. You can also add more
1:47:40images. And you can also send a test
1:47:42email. Now for this you need to add uh
1:47:45some person's contact information. So
1:47:48this is how it works and it's pretty
1:47:50simple to use it. You can also use the
1:47:52send test thing. That's it. Now you can
1:47:54just click on save and exit and we'll
1:47:56just move back. Next repeat. Next we'll
1:47:59talk about AB testing. But now instead
1:48:01of waiting for days or weeks to see
1:48:03results, we are going to do some
1:48:04realtime AB testing. And I'll be showing
1:48:06you some of the AI tools which you can
1:48:08do for testing AB test. The first one on
1:48:11a list is vwo.com.
1:48:14So from here you can just select AB test
1:48:16significance calculator. You can just
1:48:18calculate it. Now from here you can just
1:48:20enter number of visitors, number of
1:48:22conversions, variation and then you can
1:48:24calculate the significance. Next AI tool
1:48:27is optibbase. So from here you can just
1:48:29go to product select on AB testing and
1:48:32then you can just test whatever product
1:48:35you have you can just give it and your
1:48:37testing would look like this. So you can
1:48:39just name your test choose your test
1:48:41type from here and then the testing and
1:48:44it this AI works really fast. So,
1:48:47Optibbase will run clean and tight. Your
1:48:48pages load fast. Your visitors see the
1:48:50right version and your SEO is safe. So,
1:48:53you can just click on start for free
1:48:55from here. You can create your account
1:48:57or you can just sign in with Google.
1:48:59This one comes with a paid plan. So, you
1:49:01need to have the premium version to
1:49:03access this Optibbase. The next AI tool
1:49:06on our list is Gem X and this is one of
1:49:08the most popular AB test AI tool. So,
1:49:11this one again it's a paid AI tool from
1:49:13here. So, this is how the interface
1:49:15would look like. You can calculate your
1:49:16revenue, your conversions rate and it
1:49:19creates all in one funnel optimization
1:49:22solution. So as you can see this is the
1:49:24first image which you upload and this is
1:49:26the second one the product. So it will
1:49:28actually compare both the product and it
1:49:30will find the better one for you. It
1:49:32also has multi-page testing where you
1:49:34can run experiments across the entire
1:49:36customer journey from landing page to
1:49:38checkout and measuring impact at every
1:49:40stage. It's ideal for optimizing the
1:49:43full experience not not just for screen.
1:49:45You have the template testing as well.
1:49:48You can also track customer flow with
1:49:50journey analysis. You have experiment
1:49:52analysis, page analytics as well. So it
1:49:55comes with various features. So this a
1:49:57must try tool for you guys. So we'll
1:50:00just move to a chapter five now. Okay.
1:50:02Now let's talk about paid ads with AI
1:50:05creating Facebook and Google ads. Now,
1:50:07paid ads have always been a key part of
1:50:09digital marketing built with AI where
1:50:11you can now automate, optimize, and
1:50:13personalize your ads like never before.
1:50:16Now, whether it's Facebook, Google, AI
1:50:18is here to take your campaigns from good
1:50:20to great. Let me break it down for you.
1:50:22Let me break it down each platform using
1:50:24AI in ads. So, first we'll start with
1:50:26Facebook ads. So, just go to Facebook
1:50:29ads and here you'll see the ads manager.
1:50:31From here, just select this button. Go
1:50:33to ads manager. Login from your Facebook
1:50:35account. We'll wait for a few minutes
1:50:37till it's loading my ad account. So you
1:50:39can just go to this campaign section
1:50:41from here and you have this ads
1:50:43campaign, right? So you can see the
1:50:45opportunity score here as well. Just
1:50:47click on create new campaign from here
1:50:50and you can just select the buying type
1:50:52if it's auction or reservation.
1:50:55So I'll just select auction. Then you
1:50:57can choose your campaign objective if
1:50:59it's awareness, traffic, engagement,
1:51:01leads, sales. So let's suppose I want it
1:51:04for traffic and then click on continue.
1:51:07It says choose a campaign setup. Create
1:51:09your traffic campaign using recommended
1:51:11settings or manual. So I'll just go with
1:51:13recommended settings. So now you can
1:51:16just give a name to your campaign from
1:51:18here or you can create a template. Now
1:51:20on the right hand side you can see the
1:51:22AI working right. This is the meta AI
1:51:24where it says campaign score 75. Your
1:51:27campaign has room to improve. You could
1:51:29get 28% lower cost per landing page view
1:51:33by updating the performance goal. So you
1:51:35can actually see what you need to
1:51:37optimize in your ads and what all things
1:51:39you need to do. You also have this AB
1:51:41test option. You can just on it from
1:51:43here and it says when would you like to
1:51:45test it? Just select option how you
1:51:47would like like creative audience. Just
1:51:49go with creative one. And how long
1:51:52should the test run maybe for 7 days and
1:51:55this is for how do you want to compare
1:51:57performance? So it's cost per post
1:51:59engagement. Now you can also create
1:52:02template from here. You can choose
1:52:04existing template or you can also add
1:52:06component from here. Now the most
1:52:08exciting thing is the meta AI in this
1:52:10ads. So you can actually update your
1:52:12performance goal. I'll just select on
1:52:14apply now. So our changes have been
1:52:17saved and Facebook ads will tell us
1:52:19where the improvements are needed and
1:52:21also give us the score. So just go to
1:52:23the next from here. So you have this
1:52:26option of adding the set name, add set
1:52:29name and then conversions are there. You
1:52:31want calls, messaging of a website. You
1:52:34can choose where you want to drive
1:52:36traffic. Then you have performance goal.
1:52:38You can just select maximizing number of
1:52:40clink clicks or maximizing the number of
1:52:42landing page views. So I'll just go with
1:52:44the landing page. Then you can just
1:52:46enter the cost per result goal, value
1:52:48rules, budget, and then you can just
1:52:50schedule it. You can schedule using the
1:52:53date whatever date you want to schedule
1:52:55it at that particular date and again
1:52:58I'll just apply now and then go with
1:53:01next from here. So now as you can see it
1:53:03says you could get 20% lower cost
1:53:05spending again it says the same thing
1:53:07and this is the ad preview which we have
1:53:10created and then in this way you can
1:53:12just publish your ad. So this is how
1:53:14your AI will help you uh giving you the
1:53:17campaign score and you can improve your
1:53:19ad structure by using this AI in your
1:53:21Facebook ads. Now next I'll show you how
1:53:24you can optimize AI in Google ads. So
1:53:26just click on sign in from here or just
1:53:28start now. It will automatically link
1:53:30with your uh email. Now from here as you
1:53:34can see on the top right this is the ads
1:53:37advisor right. You can just ask the ads
1:53:40advisor like what are issues you have in
1:53:42your ads or where why is my account
1:53:45cancelled. You can explore more ideas
1:53:46from here. How do I create a new
1:53:48campaign? Let's suppose if I ask uh
1:53:50advisor that how do I create new
1:53:52campaign? It's analyzing my request and
1:53:55it says I can certainly help you to that
1:53:57ensure and this is the initial
1:53:58investigation. It's scanning the web.
1:54:01Now this is really cool because I don't
1:54:02have to go back to Google and search for
1:54:05any particular issue happening in Google
1:54:07Ads. It will give you your answer right
1:54:10there. So you can actually click on
1:54:12create from here and just go with
1:54:14campaign to create your Google ads
1:54:16campaign. You need it for sales. It's
1:54:18just the same like how we did for
1:54:20Facebook. Let's suppose I need for
1:54:22sales. So I'll just click on sales and
1:54:24this is for search and it says select
1:54:27the ways you would like to reach your
1:54:28goal. Website, phone calls. It's
1:54:30obviously website visit. Then you can
1:54:32just enter your website name and then
1:54:36click on continue. Then you can choose
1:54:38your sales conversion goals maybe
1:54:40purchase subscription. Then you can just
1:54:42enter your campaign name and then click
1:54:45on continue and just select the goal
1:54:47which is purchase. Agree and continue.
1:54:50Next you have this building option. What
1:54:52do you want to focus on? You can either
1:54:54click select clicks or impression rate.
1:54:56I want to focus on clicks. Now this is
1:54:58the customer acquisition and then go to
1:55:01next. This is the campaign settings the
1:55:03locations. If you want to add you can or
1:55:05otherwise you can just skip it. Next you
1:55:08have this AI max. You can get the best
1:55:09AI powered performance on Google search
1:55:12where your advertisers that activate AI
1:55:14max will typically see 14% more
1:55:17conversions. Now if you use this AI max
1:55:19feature your website will be seeing 14%
1:55:22more conversions or conversion value at
1:55:24similar CPA or ROAS. So you can just uh
1:55:28click on this optimize it or if you
1:55:30don't want to click on it also and then
1:55:33click on next. Then you can enter your
1:55:35URL where you want to advertise or you
1:55:38can skip this option. You can fill all
1:55:41of these details and then you can just
1:55:43go and create ads in similar way. So you
1:55:46can just set a budget to maybe uh 100
1:55:49rupees and then go to next. So this is
1:55:52how you can use Google AI ads advisor in
1:55:55Google ads and you can actually create
1:55:57your campaigns. Now let's talk about
1:55:59what is an AI powered salesfunnel. Let
1:56:02me break it down for you. AI powered
1:56:04salesunnel. A salesunnel is the process
1:56:06that guides your potential customers
1:56:09from first hearing about your product to
1:56:11making a purchase. Now on the top of the
1:56:14funnel we have tofu known as top of the
1:56:17funnel and it is all about attracting
1:56:19leads. Your goal here is to get people
1:56:21interested in your product or service.
1:56:24Then the middle of the funnel is where
1:56:26your lead nurturing happens. This is
1:56:28where you qualify and build
1:56:30relationships with those leads. At the
1:56:32bottom of the funnel is converting leads
1:56:35into customers. This is where you
1:56:37finally close the deal. Now with AI, the
1:56:40entire process becomes more automated
1:56:42and optimized. AI will help you automate
1:56:45lead generation by interacting with
1:56:46visitors in real time. AI powered chat
1:56:49bots can qualify leads instantly, saving
1:56:52your time. AI and CRM system analyzes
1:56:55behavioral data to personalize content
1:56:58and messaging. AI can optimize budgets
1:57:01for paid ads, making sure you're
1:57:03spending in the right place. So, an AI
1:57:05powered salesunnel uses automation to
1:57:08move leads through the process more
1:57:10efficiently, while personalization makes
1:57:12sure each leads gets what they need to
1:57:14convert. Now you can use tools like
1:57:16HubSpot to create one. So just click on
1:57:19get started for free to HubSpot. Login
1:57:22with your credentials if you already
1:57:23have. Just select on continue with this
1:57:26user with this account. Now HubSpot is
1:57:29allin-one marketing platform that helps
1:57:31you create workflows for your
1:57:33salesunnel. Its AI features help you
1:57:35automate and personalize every step of
1:57:38the funnel from lead generation to
1:57:39conversion. Why it's great? because AI
1:57:42automates a repetitive task like
1:57:44follow-ups, nurturing and even content
1:57:46suggestions. So you can just go to uh
1:57:48HubSpot from here. You have so many
1:57:51options, podcast, blog, website pages.
1:57:54Now we'll just go to this automation
1:57:56workflows from here. Now to actually use
1:57:58this automation workflow thing, you
1:58:00would need uh the paid version for this.
1:58:02You can also use any to create workflows
1:58:05here. This is really amazing for
1:58:07automating your task. Now you have this
1:58:10Hubot agent where you if you have any
1:58:12questions you can just ask directly to
1:58:14HubSpot right here. You can uh ask about
1:58:17the plans or anything you have this
1:58:19assistant option as well. So you can
1:58:21just ask the assistant to do anything
1:58:23for you like whatever task you want the
1:58:26assistant to do it you can just ask it.
1:58:28So this is how the workflow would work.
1:58:30First you can automate your work and
1:58:32then you can put time back into your day
1:58:34like this. You can choose the step. Then
1:58:36you can personalize and tailor your
1:58:38automated sales email. Let's suppose if
1:58:40you're doing it for sales, then you can
1:58:42streamline your sales process with
1:58:44workflows like this. And then you can
1:58:46build your pipeline. So this is how you
1:58:48can use the workflows in HubSpot to
1:58:51create one. You can definitely try out
1:58:53using Nit to create one automated
1:58:56workflow. Again, we have a full video
1:58:58tutorial about how to use Niten in depth
1:59:01and how to use triggers and create
1:59:04agents there. So, I'll just attach the
1:59:06link in the video card section. You can
1:59:08definitely check that out. Next, you can
1:59:10use AI chat boards for lead
1:59:12qualification and customer service. So,
1:59:14there's one AI tool known as TDO. So,
1:59:18just go to this AI from Google. So as
1:59:21you can see here we have our trial
1:59:24version right now and this is the
1:59:26guidance the knowledge so you can
1:59:28actually create AI agents from here you
1:59:31have this hub section this is how the
1:59:34projects right now we haven't created
1:59:36anything but this is how you can use
1:59:38studio to create your AI bots you can
1:59:41add knowledge here you can add the
1:59:42guidance whatever if you want the basic
1:59:45answer personalization you can use this
1:59:47emojis you can read more links you can
1:59:49also add the communication style
1:59:51The tone of voice is neutral right now.
1:59:53You can also add a friendly formal tone
1:59:55of voice if you want to. This is the
1:59:58handoff and escalation where you can
1:59:59create customized guidance with light.
2:00:01Lido is the actually the AI agent. Now
2:00:04you can see the data sources. So LRO
2:00:07will use the knowledge you add to answer
2:00:08the customer questions. You can add the
2:00:10knowledge as in you can just add it
2:00:12manually like whatever question. Let's
2:00:15suppose if somebody is asking what would
2:00:16be the cost of it, this would be the
2:00:18answer. So you can just add the
2:00:20knowledge right from here. You can add
2:00:21other data sources if you already have.
2:00:24Now this is a product section here. Now
2:00:26you can actually add a business model.
2:00:28If you want to add products via API or
2:00:31you want Shopify product sync, you can
2:00:33do that. Next is the suggestions mode.
2:00:35Now the suggestions mode what happen?
2:00:37You can boost the AI agent knowledge.
2:00:39The AI agent will collect similar
2:00:41unanswered questions or questions
2:00:43previously resolved by the operators and
2:00:45it will suggest answers. So just review
2:00:47them, add them, they'll appear in the
2:00:49knowledge data sources. Then is the
2:00:52actions. Now this is a new feature added
2:00:54here. So you can actually meet the other
2:00:56actions here where Delido can now do
2:00:59more than just respond. It will connect
2:01:01your system via API to execute real task
2:01:03just like a human. This is really
2:01:06amazing. You can use other templates
2:01:08from here. Book a call in Calendarly.
2:01:10Create a contact in HubSpot. Answer
2:01:12product related questions. So this is a
2:01:15really one of the amazing tools which
2:01:16you should definitely try out. We all
2:01:19know that AI chatbots play a huge role
2:01:21in both lead qualification and customer
2:01:23service. These AI chatboards engage your
2:01:26visitors in real time, ask qualifying
2:01:28questions and provide instant responses,
2:01:30meaning no more waiting for human
2:01:32agents. Now using this AI tool, you can
2:01:34automate the interaction process and
2:01:36qualify leads before handing them to
2:01:38your sales team. So basically DDO is a
2:01:41chatbot platform that allows you to
2:01:43create AIdriven chat boards for lead
2:01:45qualification customer service where you
2:01:47can automate responses to common
2:01:49customer inquiries. You can also
2:01:51integrate CRM platforms with AI for
2:01:54personalized journeys using Zoho CRM. So
2:01:56this is the Zoho CRM from here. Again it
2:01:59also has this AI tool ask ZI. You can
2:02:02access Zoho CRM just by clicking this
2:02:04link right here. So what Zoho CRM does
2:02:07is Zoho CRM will integrate AI to help
2:02:10you track and predict customer behavior.
2:02:12It will allow you to create automated
2:02:14follow-up segment your audience and
2:02:16personalize messaging to ensure your
2:02:18leads feel heard. Why it's great because
2:02:21it's it's got this AI powered lead
2:02:23scoring which help prioritize leads
2:02:25based on their actions. So you can just
2:02:28create a dashboard from here or you can
2:02:30just click on add component. This is the
2:02:32Z AI agent that we were talking about.
2:02:35So you can just directly message to ZI
2:02:37and whatever you want to create on you
2:02:40can just get started with that. I'll
2:02:43just say to create CRM for lead
2:02:48generation. So if there's no records it
2:02:50will not be able to do it. So you can
2:02:52just click on this insights where you
2:02:53can uncover insights. You can help this
2:02:56action button where you can create a
2:02:58module. You can also create a workflow
2:02:59from here. So let's suppose I want to
2:03:01create a workflow. So it's now setting
2:03:03up my workflow. It's identifying the
2:03:05module. It's setting up the trigger and
2:03:08it's configuring the trigger as well.
2:03:10Okay, it says it can identify actions
2:03:12from the given context. Well, you can do
2:03:15it manually right from here. You get
2:03:18this option. So you can just go to this
2:03:20lead section and then you can just start
2:03:22creating your workflow. You also have
2:03:25other options like reports. From here
2:03:27you can create lead and uh you can also
2:03:31create your own workspace and just start
2:03:33uh working on your accounts, contact
2:03:35deals, forecasts, documents. If you want
2:03:38to create any campaign, you can also do
2:03:39that. You can also import your campaigns
2:03:42from here. In the report section, you
2:03:44can actually view the reports of your
2:03:46projects which you have created. This
2:03:48would be your reports name, your
2:03:49description, your folder. And lastly,
2:03:52you can create your report just by
2:03:53clicking on this link right here. You
2:03:56can also view your sales orders,
2:03:57purchase orders. Now, this is one of the
2:03:59most used uh tool out there for your CRM
2:04:03purpose. Now, let's talk about some case
2:04:05studies of businesses that scale quickly
2:04:07by leveraging AI in their marketing
2:04:10strategies. Now, these examples will
2:04:12help you understand how AI isn't just a
2:04:14buzzword. It's a powerful tool that can
2:04:16transform business growth. The first one
2:04:18is Netflix. Netflix is a prime example
2:04:20of a company that used AI to scale its
2:04:23marketing efforts. Their recommendation
2:04:25algorithm powered by AI analyzes what
2:04:27users are watching, what they rate
2:04:30highly, and how they interact with the
2:04:31platform based on this data. Netflix is
2:04:34able to personalize content
2:04:36recommendations, offering suggestions
2:04:38tailored to the viewers preferences,
2:04:41which increases the likelihood of users
2:04:44staying engaged. Next is optimizing
2:04:46marketing campaigns. AI will analyze the
2:04:49success of different types of content,
2:04:51helping Netflix decide what to market
2:04:53more aggressively. Next is predict
2:04:56churn. Netflix AI identifies patterns
2:04:58users who may be about to cancel,
2:05:00allowing them to take action like
2:05:02offering special discounts before that
2:05:05happens. By using AI to continuously
2:05:07improve content recommendations and
2:05:09personalization, Netflix retains more
2:05:12customers and keeps them engaged longer,
2:05:14leading to faster growth. The second
2:05:16case study is about Amazon. How Amazon
2:05:19used AI. Now, Amazon is another
2:05:21excellent example of AI driving success.
2:05:23Amazon's AI powered personalization
2:05:26engine recommends products based on
2:05:28previous purchases, browsing history,
2:05:30and even what other customers like you
2:05:32are buying. Targeted marketing. AI helps
2:05:35Amazon run personalized email campaigns
2:05:37that suggest products based on what
2:05:40shoppers have looked at, what's
2:05:42trending, and their purchasing behavior.
2:05:44Next is customer service. Amazon's AI
2:05:47chatbots handle customer inquiries,
2:05:49reducing the need for human intervention
2:05:51while improving response times. Talking
2:05:54about widescale by automating marketing
2:05:56and providing a personalized shopping
2:05:58experience, Amazon was able to scale its
2:06:01customer acquisition, engagement, and
2:06:04retention, making it one of the largest
2:06:06e-commerce platforms in the world. Next,
2:06:09let's talk about H&M case study. How
2:06:11H&M, the global fashion brand, uses AI
2:06:14to predict fashion trends and optimize
2:06:16inventory across their stores. First is
2:06:18AI and product recommendation. H&M uses
2:06:21AI to suggest outfits to customers based
2:06:24on their preferences, increasing
2:06:26crossell opportunities. Personalized
2:06:29advertising. H&M runs personalized ad
2:06:32campaigns targeting customers based on
2:06:34their purchase history, driving higher
2:06:37engagement. Talking about wide scale,
2:06:39H&M's use of AI helped them predict
2:06:42trends, personalize offers, and optimize
2:06:44inventory management leading to more
2:06:47sales and faster growth. Now, let's talk
2:06:50about the key metrics you should track
2:06:51when running an AI powered marketing
2:06:53strategy. Metrics are essential to
2:06:56understand whether your AI efforts are
2:06:58working and which areas need
2:06:59improvement. First metric is customer
2:07:02acquisition cost, CAC. What is it?
2:07:05Customer acquisition cost is a total
2:07:07cost you spend on acquiring a new
2:07:10customer. This includes marketing cost,
2:07:12sales cost, and any other related
2:07:14expenses. Why is it important? Because
2:07:17AI helps optimize marketing spend which
2:07:19channels or campaigns bring in the most
2:07:22customers at the lowest cost. Tracking
2:07:24this metric helps ensure your AI
2:07:27marketing strategies are cost effective.
2:07:29The second is conversion rate.
2:07:31Conversion rate is the percentage of
2:07:33visitors who take a desired action.
2:07:36Let's suppose for example making a
2:07:38purchase, filling out a form, all of
2:07:40that. Why is it important? Because AI
2:07:42can help you personalize and optimize
2:07:44landing pages, emails, and ads. By
2:07:47tracking conversion rates, you can see
2:07:49how well your AI is improving the
2:07:51customer experience and driving
2:07:53conversions. Third metric is customer
2:07:56lifetime value. Customer lifetime value
2:07:58is the total revenue you can expect from
2:08:01a customer over the entire time they do
2:08:04business with you. Why is it important?
2:08:06Because AI help predict customer
2:08:08behavior allowing you to target high
2:08:10value customers and increase retention
2:08:13rates. If your AI marketing strategy is
2:08:15working well, you should see an increase
2:08:17in CLV over time. The fourth metric is
2:08:21clickth through rate C. Now,
2:08:22clickthrough rate measures how many
2:08:24people click on a link or ad after
2:08:27seeing it. It's often used to measure
2:08:28the effectiveness of paid ads or email
2:08:31campaigns. Why it's important? Because
2:08:33AI will help you optimize headlines, ad
2:08:35copy, and images to make them more
2:08:37engaging and increasing CTR. Tracking
2:08:40this metric will help you see how well
2:08:42your ads are performing and whether the
2:08:44AI powered content is resonating with
2:08:46your audience. The fifth metric is
2:08:49return on investment ROI. Return on
2:08:51investment measures the profitability of
2:08:54your AI marketing campaigns. It's
2:08:56calculated by dividing your net profit
2:08:59by the cost of the campaign. AI should
2:09:01be driving better results with less
2:09:03effort. Tracking ROI shows you whether
2:09:06your AI investment is paying off and
2:09:08help you adjust your strategy to get
2:09:10higher return. Let's talk about the
2:09:12common mistakes to avoid using AI in
2:09:15digital marketing. AI can be incredibly
2:09:17powerful, but there are also some common
2:09:19mistakes marketers make when
2:09:21implementing AI in their strategies. The
2:09:23first mistake is not setting clear
2:09:25goals. Now, AI won't work unless you
2:09:28have clear objective. If you don't know
2:09:30what success looks like, whether it's
2:09:32increasing sales, improving customer
2:09:34engagement, or even optimizing your ad
2:09:36spend, AI won't know how to optimize to
2:09:39it. You can set specific goals for your
2:09:41AI marketing campaigns and measure
2:09:43progress against these goals. This will
2:09:46help ensure that your AI is working
2:09:47towards something tangible. Second
2:09:50mistake is overrelying on AI. Now AI can
2:09:53automate task but it still needs human
2:09:55oversight. Overrelying on AI for
2:09:57creative decision making or
2:09:58personalization can lead to robotic or
2:10:01generic content that doesn't resonate
2:10:03with your audience. You can use AI to
2:10:06augment your decision making not replace
2:10:08it. We can let AI handle the repetitive
2:10:10task like sending emails or segmenting
2:10:13customers but keep creative control in
2:10:15your hands. Third mistake is ignoring
2:10:17data privacy. AI works by analyzing
2:10:20customer data. But if you're not
2:10:22careful, you could violate privacy laws
2:10:25like the GDPR or CCPA which could harm
2:10:28your brand and reputation. Next mistake
2:10:31is not measuring performance. AI is
2:10:34powerful, but if you're not tracking
2:10:35metrics and measuring results, you won't
2:10:37know if it's working. Next is failing to
2:10:40train AI properly. AI models need to be
2:10:43trained properly to be effective. If
2:10:45you're using an AI tool, but haven't
2:10:47given it the right data to learn from,
2:10:50it won't perform well. Now, to avoid it,
2:10:52you can use the metrics we discussed
2:10:54earlier like CAC, CTR, ROI to measure
2:10:56the success of your AI efforts. You can
2:10:59adjust your strategy based on the data
2:11:01to improve performance over time. Now
2:11:03let's talk about the future of AI in
2:11:05digital marketing. We are talking about
2:11:0726 and beyond. So let's get a bit
2:11:09futuristic here. First let's see what
2:11:11you can expect. First is
2:11:12hyperpersonalization.
2:11:14AI will take personalization to the next
2:11:16level. Now imagine going beyond basic
2:11:18name personalization in emails to fully
2:11:21customized user experience. AI will be
2:11:24able to track real-time behavior, even
2:11:26the smallest action like what product
2:11:28customers are browsing. Second is
2:11:30AIdriven content creation. Content
2:11:32creation won't just be about AI
2:11:34generating blog posts and emails. It
2:11:37will become a creative assistant. You
2:11:39can expect AI tools to help with video
2:11:41creation, graphic design, and even
2:11:44interactive media. Next is
2:11:46conversational AI and virtual
2:11:48assistants. AI chatbots and virtual
2:11:50assistants will be more conversational
2:11:52and intelligent. They will provide
2:11:54realtime support, recommendations and
2:11:56engage customers on multiple platforms
2:11:59from websites to social media and even
2:12:01voice assistance like Alexa Siri
2:12:04charged. Let's say for example, it will
2:12:06even get better at humanlike
2:12:08conversations. Next is predictive
2:12:11analytics. Now AI will be able to
2:12:13predict customer behavior with
2:12:15incredibly accuracy. Marketing
2:12:17strategies will shift from reactive to
2:12:19proactive. AI will predict when a
2:12:22customer is about to make a purchase,
2:12:24abandon their card, or even when they're
2:12:26likely to churn. This will allow brands
2:12:28to intervene at the right moment and
2:12:31increase conversions. Now, let's talk
2:12:33about the emerging tools and trends to
2:12:35watch. The first emerging tool is AI
2:12:37content generators like Chat GPT, Claude
2:12:40and others. AI content generators are
2:12:42becoming smarter and more versatile.
2:12:44These tools will not just only write
2:12:46blog post or ad copy but also start
2:12:48helping you with visual content, videos
2:12:51and even interactive elements like
2:12:53quizzes or polls. Now these AI tools
2:12:55will speed up content creation and
2:12:57improve quality while also making it
2:12:59easy to scale your content marketing
2:13:01efforts. The second emerging AI tool is
2:13:03AI and predictive analytics for
2:13:05marketing. Now, tools like HubSpot and
2:13:08Google Analytics will continue evolving,
2:13:10helping marketers predict trends and
2:13:12outcomes using AI powered insights.
2:13:15These tools will analyze customer
2:13:17behavior, purchase patterns, and website
2:13:19interactions to forecast what a lead
2:13:22will do next. AI will help marketers
2:13:24become predictive, not just reactive.
2:13:26Rather than waiting for customers to
2:13:28take action, these tools will predict
2:13:30when they are most likely to convert,
2:13:33helping marketers optimize timing,
2:13:35offers, and even content.
2:13:37>> Welcome. My name is Rob Sanders. I'm a
2:13:39course instructor at SimplyLearn. Today,
2:13:41we're going to talk about why you would
2:13:44want to rank using SEO. And SEO is
2:13:46search engine optimization, also known
2:13:49as organic search. You also may hear us
2:13:52say organic listings. where we're going
2:13:54to talk a little bit about why you'd
2:13:56want to rank your website in organic
2:13:59search. Okay, what is search engine
2:14:01optimization? Then we're going to follow
2:14:03that up with how does Google rank
2:14:05websites? So, why does it rank one
2:14:09website over another and how do we get
2:14:11our website to rank number one? Then
2:14:13we're going to talk about the different
2:14:14types of SEO or search engine
2:14:17optimization techniques so you can get
2:14:19your website ranked number one. and then
2:14:21we're going to finish that off with the
2:14:22dos and don'ts of SEO. So, let's get
2:14:25right to it and talk about why SEO. So,
2:14:28we're going to use a basic example and
2:14:30let's just say you have a blog. You're a
2:14:33food blogger. You're passionate about
2:14:35food and your niche is ice cream. And
2:14:37let's just say you have a lot of ice
2:14:38cream recipes. You want to get traffic
2:14:40to your blog. You want people to read
2:14:42your blog and you're curious, why am I
2:14:45not ranking for my blog? why when people
2:14:49type in ice cream recipes in say Google,
2:14:52my blog post don't appear at the top of
2:14:55organic rankings. And there's a number
2:14:58of reasons why you wouldn't be ranked
2:15:01for your blog post or your ice cream
2:15:03recipes. And the main reason would be
2:15:06your competitors. So there could be
2:15:08somebody else out there who is also
2:15:10passionate about ice cream and has been
2:15:12blogging along longer than you. and they
2:15:14have more content and more blog posts
2:15:17and more pages for Google to rank. So
2:15:21that's usually the number one reason.
2:15:23The other reason is improper usage of
2:15:25keywords. And we're going to talk a
2:15:27little bit or it's actually a lot more
2:15:29about, you know, keyword usage in your
2:15:32content. So what kind of keywords do you
2:15:35want to rank for? That's really what
2:15:37we're talking about when we talk about
2:15:38usage of keywords. What keywords do you
2:15:40want to rank for? And how do we work
2:15:42those keywords into the content? Another
2:15:44reason is poor link building practices
2:15:47and really that means are other blog
2:15:50posts or other websites linking to you?
2:15:52Also, are you linking to other pages on
2:15:54your website? And so it's all about link
2:15:56building. And with link building, it's
2:15:59internal linking. So are we linking from
2:16:01one blog post to another? And it's
2:16:03external linking. Are other websites of
2:16:06high quality linking to us? And so
2:16:08that's what we talk about when we talk
2:16:10about link building. And then another
2:16:12reason is webpage load time. So you
2:16:15could be running your blog post on say
2:16:17WordPress for example and your blog post
2:16:20isn't loading fast enough. Well, if you
2:16:23look at it this way, think about it. If
2:16:24you're Google, would you really want to
2:16:27rank a website or blog post in this
2:16:30example number one on Google rankings if
2:16:32that particular page loaded very slow?
2:16:35No, you wouldn't. because when somebody
2:16:37clicked on that link in organic search
2:16:39and went to your website, they're going
2:16:40to have a bad experience because the
2:16:42page is going to load slow. So, Google
2:16:44doesn't want their users to have a bad
2:16:46experience. You don't want your users to
2:16:48have a bad experience. And so, that's
2:16:49why web page load time is a critical
2:16:52factor for ranking. So, we need to make
2:16:54sure that our web pages load fast. And
2:16:57then your user experience is not good
2:17:00enough. So, Google, again, based on my
2:17:02example about the webpage load time,
2:17:04Google wants people to have a good
2:17:06experience when they go from their
2:17:08search engine to your website. And
2:17:10there's a lot at play there,
2:17:12specifically webpage load time, but
2:17:14also, you know, Google doesn't want any
2:17:16spam content. Google doesn't want any
2:17:19popups or overbearing ads on the web
2:17:22page. They want people to are searching
2:17:24for something in particular, let's just
2:17:26say ice cream recipes, and they want to
2:17:28find a relevant website that has ice
2:17:30cream recipes. They want to be able to
2:17:32click on that link and read some good
2:17:34content about ice cream recipes. It's
2:17:36that simple. And that's really what
2:17:38Google's trying to create in their
2:17:40environment, and that's you as an
2:17:42enduser, as a website owner, you want
2:17:44your users to have a good experience.
2:17:46And then last but not least, your
2:17:48website is de-indexed by mistake. And
2:17:50really what we mean is de-indexed is
2:17:53Google needs to be able to index all the
2:17:56pages on your website. So if you have a
2:17:58blog with a 100 recipes, you want Google
2:18:01to have access to all 100 recipes. So
2:18:04we're going to talk a little bit later
2:18:05about how to get your pages ranked or
2:18:08indexed on Google organic search. So
2:18:11let's move on to what is SEO. So
2:18:14sticking with our ice cream blog theme,
2:18:17really SEO, search engine optimization
2:18:20really is the practice of increasing
2:18:23your pages that Google has indexed up
2:18:26the rankings. So the end result is we
2:18:29want all our pages to be ranked number
2:18:31one for particular keywords. So if you
2:18:33want to be ranked for ice cream recipes,
2:18:36well, there's certain things you need to
2:18:37do. So that's generally how it works. we
2:18:39need to apply search engine optimization
2:18:42to increase a page for keyword we want
2:18:45to be found for. So let me give you an
2:18:47example. So let's just say there's a 100
2:18:50students that participated in an essay
2:18:52competition. And so the competition in
2:18:54this particular case is evaluated on the
2:18:56basis of is the content relevant? Are
2:18:59they using suitable titles for their
2:19:01essay? Do they have structure when
2:19:03they're participating in this essay or
2:19:05talking about the essay? And do they
2:19:07have a suitable synopsis? And is the
2:19:09content neat and readable? These seem
2:19:11all logical for an essay competition.
2:19:13Well, guess what? They seem logical for
2:19:15SEO because that's exactly how SEO
2:19:18works. It's exactly all those points I
2:19:20just me mentioned about structure,
2:19:23logic, readability, organization, title,
2:19:27all those things are what's important in
2:19:29SEO. And so, we need relevant content.
2:19:33We need titles for our pages. Google
2:19:35needs to be able to see structure. We
2:19:38need to have synopsis of what the page
2:19:40is about and that's called the metad
2:19:41description. And then again the the
2:19:43content needs to be readable and that's
2:19:45important. And so in order to be
2:19:47readable again we're going to talk more
2:19:50about sight speed because sight speed's
2:19:52important. Okay. And when we talk about
2:19:53responsive design when I say responsive
2:19:56design that means your site your page
2:19:58needs to load both on desktop and also
2:20:01on mobile. And so all these things are
2:20:04important just like an essay
2:20:05competition. Google is the judge and
2:20:07they need to be able to determine what
2:20:10page is best to rank number one, number
2:20:12two, number three, etc. on Google
2:20:14search. And then link building. Remember
2:20:16I mentioned link building a moment ago.
2:20:18Well, link building internally and
2:20:20externally also plays a vital role. And
2:20:22so we're going to talk about that a
2:20:24little bit later in the class when we
2:20:25talk about off-page SEO. How does Google
2:20:28rank website? And basically Google
2:20:31follows three basic steps to rank a
2:20:33website. They need to crawl your
2:20:34website. They need to take what they
2:20:36crawl back to their servers and when
2:20:39they take it back to their servers, your
2:20:41your web pages, they need to you have
2:20:44them available for indexing. So when
2:20:47somebody actually types in a keyword
2:20:49into Google.com, it'll be available to
2:20:51be found on organic search. So that's
2:20:53what indexing is all about. And then
2:20:56Google's job when somebody does type in
2:20:58a search query is to basically rank th
2:21:02those pages that they've indexed from
2:21:04number one to infinity depending on how
2:21:07many pages are relevant to that search
2:21:08query. So really it's about crawling,
2:21:11indexing and ranking. So crawling is
2:21:14simply a process done by which Google
2:21:16has bots. And what these bots do is they
2:21:20go to your web server and they're going
2:21:22to crawl every page that they can find.
2:21:26And how do they find these pages? Well,
2:21:28they basically follow links. You might
2:21:30have heard the term spidering, but
2:21:31that's what they call search engine
2:21:32spidering. So basically what Google's
2:21:34doing is they're building a web, so to
2:21:37speak, all the links that they're
2:21:38following. And so when they can follow
2:21:41all these links on your website, they're
2:21:43going to be able to crawl them. And when
2:21:45they crawl them, basically they're going
2:21:47to take that content and store it on
2:21:49their servers. So it's available in
2:21:51their index. So based on this method,
2:21:54Google finds out which websites have
2:21:56relevant content and which ones don't
2:21:58based on certain keywords that are typed
2:22:00into Google. Because if they can't crawl
2:22:02your website, you're not going to be
2:22:04found. And if you can't be found, then
2:22:05you're not going to show up for relevant
2:22:07keywords. So, we need to make sure your
2:22:09site's available to be crawled. And
2:22:10we'll talk about that a little bit
2:22:12later, okay? But let's show you an
2:22:13example. So, let's just go to Google
2:22:16search. And if I type in the keyword
2:22:18simply learn, okay, I could see I have 1
2:22:21million 10,000 results. Okay? And that's
2:22:24how many results are showing up for
2:22:26SimplyLearn. Okay? Now, they may not all
2:22:29be SimplyLearn pages, but nonetheless,
2:22:32Simply Learned is ranked number one here
2:22:34organically. And there are 1,10,000
2:22:39pages related to the keyword simply
2:22:41learn. Now when it comes to organic
2:22:43search, uh we don't want to get it
2:22:45confused with paid search. So anytime
2:22:47you see paid search, you're going to see
2:22:49something that says ad next to it. Okay?
2:22:51So we could see that there are paid ads
2:22:54here, but when it comes to organic
2:22:55search, those are generally below paid
2:22:57ads. And so that's where Google counts
2:23:00the 1 million 10,000 results. And so
2:23:03that's the whole idea behind crawling
2:23:05and indexing. Google's able to crawl
2:23:08SimplyLearn's website and based on all
2:23:10the pages that they gather, they're
2:23:12going to make those pages available in
2:23:14organic search. So if you type in a
2:23:17keyword and your web page is not
2:23:20available for indexing, then you're
2:23:23never going to show up for that keyword.
2:23:24So that's why it's important to make
2:23:26sure your website is available for
2:23:29crawling and indexing. And so when a
2:23:31user types a query on search Google
2:23:33search, the most relevant websites that
2:23:36are in Google's index are going to
2:23:37appear in the search results. So in the
2:23:39example I gave uh with SimplyLearn, well
2:23:42simply learn is the brand name of the
2:23:45company SimplyLearn. So there's a lot of
2:23:47relevancy there. So that's why you see
2:23:48SimplyLearn show up here organically.
2:23:51Number one, like we mentioned about what
2:23:54is SEO and why SEO, we talked about that
2:23:57user experience. So there's a lot of
2:23:59factors that go into ranking. Relevancy
2:24:03being one of them. So in the SimplyLearn
2:24:05example, SimplyLearn is relevant to a
2:24:08lot of the SimplyLearn pages because
2:24:10that's who they are, SimplyLearn.
2:24:12However, SimplyLearn also needs to make
2:24:15sure that you know for their pages, the
2:24:17page load time is fast, meaning these
2:24:20pages load very fast for the end user.
2:24:22And Google also takes into account other
2:24:25factors like how long someone is staying
2:24:28on a website or are they bouncing
2:24:30meaning are they going to one page that
2:24:32they land on and then leaving the
2:24:33website. Okay. And so the user
2:24:36experience is very very important. There
2:24:38are other factors also like language and
2:24:40location. And so for example location if
2:24:43you do a search say in India the results
2:24:46are going to be a little bit different
2:24:47than say the results in the United
2:24:49States. Why? because Google is indexing
2:24:52as many web pages as they can find. So
2:24:55if somebody's doing a search in India,
2:24:58their results may be a little bit
2:24:59different than the results show up in
2:25:01the US because Google has different bots
2:25:04and these bots are crawling different
2:25:07pages at different times. And so
2:25:09Google's index is updating continuously,
2:25:12but it's not real time syncing. So if
2:25:15you do a search in India, you may not
2:25:17see exactly the same thing because both
2:25:20search engines, the Google in India and
2:25:22the Google in the US are may not be
2:25:24exactly synced up. So an example would
2:25:27be you know if you're looking for cafe
2:25:30so if you search a cafe in say San
2:25:32Francisco you're going to see different
2:25:34results. Now if you do a search for
2:25:37cafes in Mumbai you're going to see
2:25:38different results. There's going to be
2:25:40local search here at the top. There may
2:25:42be some paid search but again you may
2:25:45see different results because one
2:25:48location but two Google search engines
2:25:51in India and United States google.com
2:25:54aren't exactly synced up exactly at the
2:25:58same exact time you do that search. So
2:26:00location is important, language is
2:26:03important and relevancy is important
2:26:05along with user experience. So all those
2:26:08are important factors in how Google
2:26:11ranks websites. Okay. So we're going to
2:26:13talk about the types of SEO. Now, so if
2:26:16we want to rank for a particular keyword
2:26:19on Google, we're going to have to apply
2:26:22search engine optimization. And so
2:26:24there's two strategies to search engine
2:26:26optimization. Onpage SEO and off-page
2:26:30SEO. So first we're going to talk about
2:26:32onpage SEO. So onpage SEO is nothing
2:26:35more than optimizing your own website.
2:26:39And so when we say optimizing your own
2:26:41website, there's certain elements on
2:26:43your website and on your web pages that
2:26:46we need to take into account. And so
2:26:48some of those elements are headers,
2:26:50metadescriptions, title tags, linking.
2:26:54So all of those elements are something
2:26:56we can control as an end user who wants
2:26:59to rank our web page and our website on
2:27:01Google. And before we do anything with
2:27:05our website, the first thing we need to
2:27:07do is understand what keywords we want
2:27:11to rank for. In order to understand what
2:27:13keywords we want to rank for, we need to
2:27:15do keyword research. And if you do
2:27:18anything in SEO, keyword research is the
2:27:21most important activity. That's the most
2:27:24important thing you can do for SEO. And
2:27:26why do I say it's the most important?
2:27:28Because you need to understand if you
2:27:30choose a keyword that you want to rank
2:27:32for, you need to understand how much
2:27:34traffic you're going to get from that
2:27:36keyword, if you're ranked organically,
2:27:38say number one on Google. So how much
2:27:41traffic will you get if you're ranked
2:27:42number one on Google? So you need to
2:27:44understand what the volume is. And then
2:27:46number two, we need to understand what
2:27:47the competition is for that keyword that
2:27:49you want to rank for. So if you choose a
2:27:51keyword and there's not much competition
2:27:53for it, then chances are you can rank
2:27:56for that keyword for a web page on your
2:27:59website quicker than say a keyword that
2:28:02has a lot of competition. So we need to
2:28:04understand those two basic factors
2:28:06volume and competition before we choose
2:28:09a keyword. And it's it's simply the
2:28:11practice of going through the motions of
2:28:14getting your volume and getting your
2:28:16competition data so you can choose the
2:28:18keywords you want. And then once you
2:28:20choose the keyword you want, then you
2:28:22can go and apply onpage SEO. You can
2:28:26change the title tag, the metad
2:28:28descriptions, the headers. All those
2:28:30elements can be changed. But first, you
2:28:32need to choose your keywords. And so
2:28:35again, the primary components we're
2:28:36looking for are how much traffic you can
2:28:39get or the search volume, how much
2:28:41competition there is for that keyword,
2:28:43and of course, relevancy. Okay? You need
2:28:45to be able to choose a keyword that's
2:28:47relevant to the web page you're trying
2:28:50to rank for. And so let me show you
2:28:52example how to go through this. So the
2:28:54first thing we want to do is we want to
2:28:56use a tool. And the tool I would
2:28:58recommend is Google keyword planner. And
2:29:00why do I choose Google keyword planner?
2:29:02Because if we're trying to rank on
2:29:04google.com or Google search engine, we
2:29:07want to be able to get the data right
2:29:08from the source. So Google's going to be
2:29:10able to give us information about how
2:29:13much volume a keyword has and how much
2:29:15competition it has. So let me show you
2:29:17an example. So if I want to use Google's
2:29:20keyword planner and I want to rank for
2:29:23the keyword how to become a digital
2:29:24marketing specialist, then I'm going to
2:29:27type that keyword into Google's keyword
2:29:29planner. And what Google's going to do
2:29:31is they're going to give me some trends
2:29:34about how much volume this particular
2:29:37keyword gets over the course of a year.
2:29:39And so for that particular keyword, I
2:29:42can see that there are trends that that
2:29:45appear for both desktop and mobile. So
2:29:48mobile's important because people start
2:29:51their search process a lot of times on
2:29:54their mobile device. So we want to be
2:29:56able to get data from mobile as well as
2:29:59desktop. And so we could see a trend
2:30:01here that for each particular month over
2:30:04the last 12 months we can see how much
2:30:06volume this particular keyword how to
2:30:09become a digital marketing specialist
2:30:11gets per month. And so on average on
2:30:15average over the past 12 months I could
2:30:18see how to become a digital marketing
2:30:19specialist is averages 30 searches a
2:30:23month. And this is on google.com. And so
2:30:26Google gives us the volume. What they
2:30:28also give us is the competition. And so
2:30:30here I can see Google says for that
2:30:33particular keyword, the competition is
2:30:35medium. And so in the Google's keyword
2:30:38planner, what they also do is give me
2:30:40other relevant keywords that I might
2:30:42think about optimizing for because you
2:30:45don't want to optimize for just one
2:30:47keyword. So how to become a digital
2:30:49marketing specialist. They're going to
2:30:51also offer up other types of keywords
2:30:53that are relevant. So just digital
2:30:55marketing specialist, social media
2:30:57marketing specialist. So for those
2:30:59keywords, I can see the volume. So for
2:31:01example, digital marketing specialist, I
2:31:04can see the average volume is 1,000 per
2:31:07month on average over the last 12
2:31:09months. I can also see the competition
2:31:11is medium. But for some other keywords,
2:31:13I can see the search volume being high
2:31:16like digital marketing course at 2,900
2:31:18per month. But also the competition is
2:31:20high. And so what I would recommend as a
2:31:22best practice is to collect all your
2:31:24relevant keywords. Okay? And put all
2:31:26your relevant keywords in a spreadsheet.
2:31:29And when you put all these relevant
2:31:30keywords in a spreadsheet, you want to
2:31:32get the data on those keywords. And the
2:31:34data I'm referring to is the volume and
2:31:36competition. So in this case, we have
2:31:39volume from Google Planner, Google's
2:31:40keyword planner, and I have competition
2:31:42from Google's keyword planner. And so if
2:31:44I go into a spreadsheet and I put all
2:31:47that information in here, I'm going to
2:31:49be able to see the volume and
2:31:50competition. And so that's important.
2:31:52However, one thing to note here is that
2:31:54Google's keyword planner, if I go back,
2:31:57just gives us low, medium, and high. And
2:32:00if I want to compare numbers to numbers,
2:32:03maybe I want to be able to get exactly
2:32:06the competition number for the the
2:32:08keyword how to become a digital
2:32:10marketing specialist. What I can do is
2:32:12go into Google and I can type in that
2:32:14keyword. So if I type in the keyword how
2:32:17to become a digital marketing
2:32:18specialist, I could see there's 76
2:32:21million results. So I could see 76
2:32:24million results. 76.1 actually. and for
2:32:28the keyword how to become a digital
2:32:30marketing specialist. Now, that's a
2:32:32whole lot of results for this particular
2:32:34keyword, especially when the volume is
2:32:36only 30 uh per month on average. And so,
2:32:40what I want to do is get a a more clear
2:32:43picture of the competition. And so, what
2:32:46you could actually do is type in the
2:32:48syntax all in title and then colon and
2:32:51then your keyword, how to become a
2:32:53digital marketing specialist. And when I
2:32:55do that, I get a different result here.
2:32:57I can see only 136 listings for how to
2:33:02become a digital marketing specialist.
2:33:04But that's not just 136. That's 136 with
2:33:08that particular keyword that we want to
2:33:11rank for in the title tag. Okay? So the
2:33:14title tag is what you see when you type
2:33:17in a keyword or search query in Google
2:33:19search. And the title tag is what you
2:33:23see at the top of every search result.
2:33:25And so now I can see I typed in how to
2:33:28become a digital marketing specialist
2:33:30with the all- entitle syntax. And now I
2:33:33can see every listing, every one of
2:33:35these 136 results have that particular
2:33:39keyword in it. So I could see every one
2:33:43of them how to become a digital
2:33:44marketing specialist. And why is that
2:33:46important? because now that tells me I
2:33:49only need to climb over 136 listings to
2:33:53rank for that keyword, how to become a
2:33:56digital marketing specialist. And so the
2:33:58idea here is you want to get your volume
2:34:00from Google's keyword planner, but you
2:34:03want to get your competition from Google
2:34:04search. And again, that's simply typing
2:34:06in the the syntax all in title and then
2:34:10your keyword. In this example, how to
2:34:12become a digital marketing specialist.
2:34:14Once you get those two numbers, you're
2:34:16going to plug them into your
2:34:19spreadsheet. And then once you do that
2:34:20for a number of different keyword
2:34:22queries and these keyword queries again
2:34:25have to be relevant. Once you do that,
2:34:28then you can go in and pick the keywords
2:34:30you want to optimize for. And that's
2:34:32important because again if you're not
2:34:35sure about a keyword then you want to do
2:34:38the keyword research so you can be sure
2:34:40of how much traffic you can get and how
2:34:43much competition there is. Those are two
2:34:45important three important factors in
2:34:47starting the process for onpage SEO. So
2:34:50okay you want to create content for say
2:34:55a keyword like digital marketing
2:34:58but digital marketing may seem a little
2:35:00bit broad. So, you want to probably stay
2:35:02away from broader keywords because
2:35:04broader keywords tend to have a lot of
2:35:06volume, which is great, but they may
2:35:09also tend to have a lot of competition.
2:35:13But that's the whole point of doing the
2:35:14keyword research. Maybe it doesn't.
2:35:16Maybe there's more volume than
2:35:18competition. That's what you need to
2:35:19find out when you do the keyword
2:35:21research. You need to find those
2:35:22keywords that are relevant to your
2:35:24content that have a lot of volume and
2:35:27low competition. And then once we
2:35:29identify those keywords, then we are
2:35:31free to go in and start optimizing our
2:35:35web pages for those keywords. And the
2:35:38first place we want to start is the
2:35:39title tag. So if you remember my
2:35:42example, going back here to our search,
2:35:44how to become a digital marketing
2:35:46specialist, we saw that every one of
2:35:48these listings had that keyword in the
2:35:50title tag. And the title tag is
2:35:52important because that's what users who
2:35:55use Google search see first when they
2:35:58type in a query and get results. So
2:35:59they're going to see the title tag. So
2:36:01the title tag is the most important
2:36:03element for onpage SEO. It's the most
2:36:06important factor because that's what
2:36:08people see. And so ideally when we
2:36:10choose our keyword, we want to make sure
2:36:12that keyword is in the title tag because
2:36:14that's what shows up in Google search
2:36:16and that's what makes that particular
2:36:19web page relevant for that keyword
2:36:21query. So the idea behind a title tag,
2:36:24it's between 50 and 60 characters. And
2:36:27so we want to make sure we stay within
2:36:29that limit, no more than 60 characters
2:36:32because what happens if it's beyond
2:36:34that, then Google will truncate the
2:36:36title tag. So, if I go back to my
2:36:38search, you can see here on this
2:36:40particular title tag, Google truncated
2:36:43it, meaning they added the ellipses
2:36:45after the title tag because it exceeded
2:36:47the 60 character limit. So, you want to
2:36:50stay within those character counts. And
2:36:52so, the title tag is the first place you
2:36:54should start when optimizing your
2:36:56website because when we have the right
2:36:58keyword in the title tag and somebody
2:37:01types in that keyword, then chances are
2:37:04it's going to be relevant. they're going
2:37:05to see it and they're going to click
2:37:06through to your website. And that's the
2:37:08whole idea behind ranking. We want to
2:37:11get clicks. So that's how the title tag
2:37:14appears. So when you optimize it, you're
2:37:16going to update the title tag. And this
2:37:18is how it shows up. It's going to show
2:37:19up at the top of your listing. Okay? And
2:37:22it's going to be bigger and bolder than
2:37:24anything else Google displays. So the
2:37:26second thing you want to optimize is the
2:37:28metad description. And the meta
2:37:30description is simply just a brief
2:37:32description up to 155. I would say about
2:37:36155 to 60 160 characters, but probably
2:37:40no more than that. And so the metad
2:37:42description is nothing more than a
2:37:44summary of the web page itself. So if I
2:37:47go back to my Google search results, I
2:37:50see my title tag and I see the page that
2:37:53this particular listing belongs to. And
2:37:57underneath that is where I can see my
2:37:59metad description. So in this particular
2:38:02keyword query, how to become a digital
2:38:04marketing specialist, I see the metad
2:38:06description, an ultimate guide on how to
2:38:08build a career in digital marketing and
2:38:10the skills required to become a digital
2:38:12marketing specialist. Note that it's a
2:38:14well-written metad description with 155
2:38:17characters and it includes the keyword
2:38:19digital marketing specialist. So we're
2:38:21trying to rank for how to become a
2:38:23digital marketing specialist. And here
2:38:25you could see become a digital marketing
2:38:27specialist. So there's a lot of
2:38:29relevancy between not only the title tag
2:38:31in the keyword but the metad description
2:38:34in the keyword. So when you're
2:38:35optimizing a keyword you want to start
2:38:37with the title tag but you also want to
2:38:40update the metad description because if
2:38:42you don't update the metad description
2:38:44and you leave the metad description
2:38:45blank then you're leaving it to Google
2:38:48to add in copy that they deem relevant.
2:38:51And so for onpage SEO, we want to take
2:38:54control of the copy and we want to
2:38:56optimize it for the keywords we want to
2:38:58be found for. So the metad description
2:39:00is a powerful tool at our disposal. It
2:39:03gives us more characters to work with.
2:39:05It gives us more to talk about. So for
2:39:08that particular page and so if the title
2:39:10tag is only 60 characters maximum, it's
2:39:13not a lot of information to try and get
2:39:15somebody to click. So the metad
2:39:17description helps us in identifying what
2:39:19that page is about in order to get the
2:39:21click. So the two working in tandem will
2:39:24hopefully increase your clickthrough
2:39:26rates. So when you're found organically,
2:39:29we want to get the click. And then the
2:39:31third element that's important is the
2:39:33URL. And URL stands for uniform resource
2:39:36locator. And why is the URL so
2:39:38important? Because that's what people
2:39:40see. So if I go back to my search
2:39:42result, how to become a digital
2:39:44marketing specialist, notice that the
2:39:46URL also includes how to become a
2:39:48digital marketing specialist article.
2:39:50Okay, so it's very relevant. The URL is
2:39:53very relevant. One, we can see it in the
2:39:55search results, but two, you know, it's
2:39:58relevant to the keyword query, and
2:40:00that's important for the end user and
2:40:02Google. Google wants to know, hey, is
2:40:05this the page that's relevant to the
2:40:07user's query? And if it is, then this
2:40:10user is likely going to have a good user
2:40:13experience after they click on the
2:40:15listing. So the URL is an element that
2:40:18helps not only with the click-through
2:40:20rate, but with ranking. And having a
2:40:22poor URL structure doesn't help at all
2:40:25because not only does Google not
2:40:27recognize the URL as being relevant, but
2:40:29the end user may not want to click on
2:40:32that page given the the way the URL
2:40:35looks. So you want to try and avoid a
2:40:37poor URL structure. So the rule of thumb
2:40:39is this. If you don't understand what
2:40:42the URL is, then Google is likely not
2:40:44going to understand what the URL is. And
2:40:47so we want to try and keep our URL
2:40:49structures clean. And when I say clean,
2:40:51ideally you want to make sure that
2:40:54whatever keyword you're trying to
2:40:55optimize, that's the keyword that's
2:40:57included in the URL. Nothing included
2:41:01that is not understandable. So again
2:41:04going back to our example, how to become
2:41:06a digital marketing specialist. It's
2:41:08very clean. The title tag is the
2:41:10keyword. The metad description is
2:41:12cleanly written, has the keyword, and
2:41:14then the URL is the other element that
2:41:16the end user can see and that URL
2:41:20includes the keyword in it. So after
2:41:23we've done those three elements, the
2:41:25title tag, the metad description, and
2:41:28the URL, then we want to start
2:41:29optimizing the page itself. So ideally
2:41:33when we say optimize the page itself the
2:41:35page remember needs to be structured and
2:41:38when we say structured it needs to be
2:41:40structured in terms of you know headers
2:41:42and subheaders and organized in a manner
2:41:45in which the end user can read the
2:41:47article read the content clearly and
2:41:50concisely without being confused. And so
2:41:53that's the job of headers. They add they
2:41:56add basically an organizational
2:41:58structure to the content. And with
2:42:00headers there's a hierarchy. So you have
2:42:02anywhere from H1, which is the top of
2:42:04the hierarchy, to an H6. And so you're
2:42:07free to use any one of those headers
2:42:09when building out a page in order to
2:42:11organize the content. But ideally, you
2:42:13probably want to stick with an H1 or an
2:42:16H2 because those are at the top of the
2:42:18hierarchy. And what those do is they
2:42:20actually stress to Google that, hey,
2:42:23this header with this particular keyword
2:42:25in it is important. So if you use an H6
2:42:29with the keyword in it, it's telling
2:42:31Google, hey, this is an H6, but it's not
2:42:33as important. So an H1 and an H2 tag
2:42:37show importance. And so let's look at an
2:42:39example of what that is. So here you can
2:42:42see an H1 is going to be at the top of
2:42:45the hierarchy. So that means it's going
2:42:46to be bigger and bolder. Then you have
2:42:48an H2, which is going to be bigger and
2:42:50bolder than an H3, but not as big and
2:42:53bold as an H2. So with headers, not only
2:42:56are you organizing the content
2:42:58accordingly, but you're also signaling
2:43:00to Google how important that particular
2:43:03header is. And of course, the header
2:43:05needs to include the keyword we're
2:43:07trying to rank for. So let's take a look
2:43:10again at that example. So if we go to
2:43:12how to become a digital marketing
2:43:14specialist, if I click on that page, I
2:43:16can look at the content and I can see
2:43:19that there are headers in here. So, the
2:43:22headers are there to organize the
2:43:24content, and that's what we want. We
2:43:26want to be able to organize the content.
2:43:28And if you look at the other example I'm
2:43:30showing here, how to become a digital
2:43:32marketing specialist, uh, learning paths
2:43:35explored, you can see that's an H1, but
2:43:37below it's a subheader, the growing
2:43:39digital marketing job market. So, that's
2:43:42an H2. And so, we're not stressing to
2:43:44Google that that's more important than
2:43:46an H1, but nonetheless, we're stressing
2:43:48to Google that it's important
2:43:49nonetheless. So, we want to be able to
2:43:51use headers. We want to be able to use
2:43:53keywords in our headers in order to
2:43:56stress to Google what's important and
2:43:59also to organize the content because
2:44:01Google likes content organized. Okay.
2:44:04The next element we want to focus on is
2:44:06internal linking. And so internal
2:44:09linking if you remember uh earlier in
2:44:11the presentation is basically links from
2:44:15one page on your website to another. And
2:44:18so here we can see on this particular
2:44:20article, how to become a digital
2:44:22marketing specialist. There's also links
2:44:24to other pages on SimplyLearn's website.
2:44:29And so for this particular content, it
2:44:32also links to SEO specialist, PPC
2:44:35specialist, social media marketing
2:44:37specialist, and digital marketing
2:44:38specialist. So the whole idea behind
2:44:40internal linking is to link from one
2:44:43page to another where it's relevant. And
2:44:45in this case, it's relevant because
2:44:48we're talking about how to become a
2:44:49digital marketing specialist. That's
2:44:51what the whole content is about. And so
2:44:53what SimplyLearn's doing here is
2:44:55offering up other pages on their website
2:44:58that are relevant to becoming a digital
2:45:00marketing specialist. And so this is a
2:45:02best practice when you're optimizing a
2:45:05web page. So you want to be able to have
2:45:08internal linking on your site. And the
2:45:11whole idea behind internal linking is it
2:45:13also allows users to navigate through
2:45:15the site naturally. So when I say
2:45:17naturally, they don't always have to
2:45:19refer back to the top navigation. They
2:45:22can naturally and seamlessly go from one
2:45:25relevant article or page to another. And
2:45:28so that's the whole idea behind link
2:45:29building and internal link building. and
2:45:32allows Google to identify, you know,
2:45:35pages that they want to crawl and index
2:45:38because they're linked to one another,
2:45:40but it also helps the end user because
2:45:42it allows the end user to go from one
2:45:44page to another. And it's signaling to
2:45:46Google, hey, this particular page is
2:45:48linked to this page, so we're going to
2:45:50also index that page. And so that's the
2:45:53whole important part of internal
2:45:56linking. It's about the enduser
2:45:57experience and it's about allowing
2:46:00Google to find the pages on your website
2:46:03so they can crawl them and index them so
2:46:06you can be ranked for them. And so also
2:46:09in addition to internal linking, we want
2:46:11to be able to use natural language. And
2:46:14so what do I mean by natural language or
2:46:17natural language processing? So what
2:46:19Google does is in terms of natural
2:46:21language processing, they're looking for
2:46:23the content and the keyword. It needs to
2:46:26be relevant. So when your website is
2:46:28about digital marketing, you don't
2:46:30necessarily want to rank or try to rank
2:46:32for the keyword digital marketing. One,
2:46:35it's too broad. Two, there might be some
2:46:37competition, but three, you're probably
2:46:39not going to write something as broad
2:46:41like digital marketing. So ideally, what
2:46:43you want to do is you want to choose
2:46:45other relevant related keywords that's
2:46:48going to be more natural. And so that's
2:46:50what we mean by natural language
2:46:52processing. We want to choose keywords
2:46:54that are more natural to the content
2:46:55you're writing. So instead of the
2:46:57keyword digital marketing, maybe we want
2:46:59to talk about the types of digital
2:47:01marketing or digital marketing examples
2:47:03or what is a digital marketing strategy
2:47:06or how to become a digital marketing
2:47:08specialist. So those are all relevant
2:47:10keywords to digital marketing and more
2:47:13relevant to the content because if you
2:47:16try to rank for the keyword digital
2:47:17marketing again, it's probably going to
2:47:19be a little bit broad, probably more
2:47:21competition and not as relevant to your
2:47:23content and as a result probably not a
2:47:26good user experience. So think about
2:47:28some other keywords that you could
2:47:30optimize and rank for. And that goes
2:47:32back to the keyword research. That's why
2:47:35the keyword research is so important
2:47:37because it allows us to identify other
2:47:40keywords and the natural language
2:47:42process. What keywords are more relevant
2:47:45for the content? And then another
2:47:47element to onpage SEO is the site map.
2:47:49And so with a sitemap, it's basically a
2:47:53list of all the pages on your website.
2:47:56And the whole idea of listing all the
2:47:58pages on your website in one document is
2:48:02it helps both users and search engines
2:48:04understand the structure of your
2:48:06website. So there two types of site
2:48:08maps. One's an HTML sitemap and that's
2:48:11designed for humans. So if you have a
2:48:13website with a lot of content at the
2:48:16footer or the bottom of your web page,
2:48:18you probably want to have a link to
2:48:21sitemap. So if somebody clicks on that
2:48:23sitemap, they're going to be able to see
2:48:25all the pages on your website structured
2:48:27in an organized manner. Well, an XML
2:48:30sitemap and XML is just a different
2:48:32format. It's designed for crawlers. And
2:48:35so the whole idea, remember, is Google
2:48:37likes to crawl content. When they crawl
2:48:39content, they bring it back to their
2:48:42servers and index it. And so we want to
2:48:44be able to create a sitemap for Google
2:48:46or other search engine crawlers. And so
2:48:49XML is the format. So let me show you
2:48:52example of how that looks. So if I go to
2:48:55simplylearn.com
2:48:56and simply type in say sitemap.xml
2:49:00just as an example, I'm going to get
2:49:02this particular page. And this
2:49:04particular page displays two XML
2:49:07sitemaps. So these site maps are there
2:49:10for Google to go ahead and crawl and
2:49:12nothing more than a list of all the
2:49:14pages on your website. And so this is a
2:49:17quick and easy way for Google to get a
2:49:19hold of all those pages so that they can
2:49:22index them. And that's the whole idea
2:49:24behind SEO. You want to be able to have
2:49:27Google index all the content you want to
2:49:29be found for for the keywords you want
2:49:31to be found for. So it all starts with
2:49:33the site map. So let's go from onpage
2:49:36SEO which in recap is basically
2:49:40optimizing certain elements on your
2:49:42website so that you are relevant for a
2:49:45particular keyword and that meant
2:49:47updating the title tag, the metad
2:49:49description, the URL, the headers,
2:49:53choosing the right keywords to put into
2:49:55the content, having internal linking and
2:49:58also updating the sitemap. Well, those
2:50:01are elements that you can do on your
2:50:02website. So, we're going to switch gears
2:50:04and talk about a different strategy,
2:50:06off-page SEO, because without onpage or
2:50:10off- page, you can't have a page
2:50:12ranking. So, the two work together. So,
2:50:14you can do as much as you want on on
2:50:16page, but you still need off-page SEO.
2:50:18And you could do all the off-page SEO
2:50:20you want, but you still need onpage. So,
2:50:22both of these strategies have to be in
2:50:25full effect in order for you to rank.
2:50:27So, let's now switch gears to off-page
2:50:30SEO. And so off-page SEO is simply the
2:50:33process of linking or promoting your
2:50:36website using link building. And so if
2:50:38you remember, I talked about this
2:50:40earlier on. There's two types of links,
2:50:43internal and external linking. And so
2:50:46for onpage SEO, we used internal
2:50:48linking. For off-page SEO, we're going
2:50:51to talk about external linking. And
2:50:53external linking allows us to improve
2:50:56our website's recognition or relevancy
2:50:59or credibility. And why do we want to
2:51:01improve our relevancy and credibility
2:51:03and trustworthiness and authority?
2:51:05Because we want Google to know that our
2:51:08web page is trustworthy. It is
2:51:10recognized by other websites and it is
2:51:12relevant for a particular keyword. And
2:51:15so if we can do that using off-page SEO
2:51:18methods, then Google's going to rank our
2:51:21web page for the keyword we want to be
2:51:23found for. So it's really off-page SEO
2:51:26is synonymous with link building. And
2:51:28there's plenty of opportunities to do
2:51:30link building and just comes down to
2:51:32creating a strategy. So again, some of
2:51:34the benefits to off- page, well, we
2:51:36talked about, you know, being credible
2:51:38and trustworthiness and relevant. We
2:51:41need to do that in order to rank, but
2:51:43there's some other benefits there. So if
2:51:45we're have a link on another credible
2:51:48website then it's likely going to
2:51:50increase the traffic to our own website.
2:51:52It also creates high domain authority.
2:51:55And so what I mean by high domain
2:51:56authority is if we have basically links
2:51:59to other web pages pointing back to us
2:52:03then basically our domain authority is
2:52:06going to improve. And when our domain
2:52:07authority improves other websites are
2:52:09going to want to link to us. So the
2:52:10higher authoritative we are for our
2:52:13website then other web pages are going
2:52:15to want to link to us and so the more
2:52:18external linking we have the the higher
2:52:20the domain authority. So it all starts
2:52:22with linking to other high domain
2:52:25authority websites. So linking to a high
2:52:28domain authority website for example
2:52:31having a link on Wikipedia that points
2:52:33back to our web page creates high domain
2:52:36authority for us and it helps drive
2:52:38traffic. So some of the other benefits
2:52:41of off-page SEO are in credibility. So
2:52:44if we're linking from Wikipedia to our
2:52:47web page, it does create credibility for
2:52:49us. It also helps us increase our page
2:52:51rank. So remember that external linking
2:52:54helps build domain authority, helps
2:52:56build credibility, trustworthiness, and
2:52:59it's going to in turn help us rank for
2:53:02that particular page. And then certainly
2:53:04not last, having a good off-page SEO
2:53:07link building strategy increases our
2:53:10brand awareness because if we're on
2:53:11other high authority websites, Wikipedia
2:53:15or say a social platform, it's going to
2:53:18increase our brand awareness. And
2:53:19increasing our brand awareness increases
2:53:22our trustworthiness. And so if somebody
2:53:25is looking to say become a digital
2:53:27marketing specialist, then likely
2:53:30instead of typing in digital marketing
2:53:32specialist on Google, they may type in
2:53:34our brand name, in this case,
2:53:35SimplyLearn. And so these are all the
2:53:38benefits to off-page SEO. So it's
2:53:41nothing more than having links on other
2:53:45websites that are pointing back to ours.
2:53:47And again, there's lots of benefits. It
2:53:50drives helps drive traffic and increases
2:53:52our authority. So those are things that
2:53:54we want to take advantage of when we
2:53:57want to rank. And the key behind
2:54:00off-page SEO or link building is always
2:54:03going to be content. So from an onpage
2:54:06SEO perspective, having quality content
2:54:09allows that content to be optimized for
2:54:12relevant keyword and ranked. But also
2:54:14from an off-page SEO strategy, having
2:54:17high quality content allows us to have
2:54:20other sites, and it doesn't necessarily
2:54:23have to be a website. It could be a
2:54:24social platform or can be another
2:54:26blogging platform or blogging website
2:54:28link back to ours. Why? Because the
2:54:31content is original. It's natural. It's
2:54:33well structured. It reads well. And so
2:54:36that's the whole idea behind off-page.
2:54:38You can't have links on other websites
2:54:41if you don't have quality content. So,
2:54:43one of the ideas behind off-page SEO is
2:54:47not only do you want to create good
2:54:48content, but you probably want to spend
2:54:51a lot of time or bit of time on others
2:54:53websites. So, remember the example I
2:54:54used earlier in this presentation about
2:54:57having an ice cream blog and ice cream
2:54:59recipes? Well, it probably wouldn't be a
2:55:01bad idea to say spend some time on other
2:55:04blogs related to desserts, related to
2:55:07cakes, related to food in general,
2:55:10related to vegetables or other items
2:55:13that people could link from. So, the
2:55:16whole idea is understanding who else is
2:55:18out there, who has relevant content that
2:55:22you could share. So you could share your
2:55:24content with them, they can share their
2:55:26content with you. And generally that's
2:55:27how it works naturally anyway. In the
2:55:30web sphere, if somebody likes your
2:55:32content, they're going to link to it.
2:55:33They don't necessarily have to wait for
2:55:35you to ask them, but it might not be a
2:55:37bad idea to understand who else is out
2:55:39there that has content similar to yours
2:55:42so that you can, you know, get a link on
2:55:44that particular website or blog post.
2:55:46And so some other ideas behind having
2:55:49external links pointing back to your
2:55:51website is social media. So social media
2:55:54is not just Facebook or Twitter, but it
2:55:57expands beyond that. There's there's
2:55:59core, there's medium, there's all sorts
2:56:02of content generated websites like
2:56:04Reddit. So the list goes on and on. You
2:56:06just need to find what's relevant for
2:56:09your content. If it's relevant for your
2:56:11content, then it's worth putting or
2:56:14trying to get the external link on that
2:56:16social media platform. And then again,
2:56:18going back to my ice cream blog recipes
2:56:21blog post. Yeah, if you find a
2:56:23particular blog that you want to have an
2:56:26external link on, there's nothing wrong
2:56:28with reaching out to that particular
2:56:30blogger. You know, in some cases very
2:56:32flattering, but in other cases, if the
2:56:34content is relevant, then why not? It's
2:56:36only going to help your enduser
2:56:38experience. if you add somebody who has
2:56:41a say a blog about cakes having their
2:56:44link on your blog post. So, there's
2:56:46nothing wrong with it because it also
2:56:48adds to the user experience. And if
2:56:51you're going to ask somebody to put an
2:56:52external link on theirs, you might want
2:56:54to be open-minded and make sure that
2:56:57you're are able and willing to put an
2:57:00external link on your blog post or
2:57:02website pointing to their content.
2:57:04That's how the web works, especially if
2:57:06the contents of quality, relevant, and
2:57:09of good nature. Okay, so let's move on
2:57:11and finish up with the dos and don'ts of
2:57:14SEO. So, we talked a lot about why SEO,
2:57:17what is SEO, you know, how do we rank
2:57:19for SEO, you know, what is onpage SEO,
2:57:22what is off-page SEO, and so let's just
2:57:25wrap up with some of the things you
2:57:27again want to do to rank your page for a
2:57:30particular keyword and some of the
2:57:32things you don't want to do. So, the
2:57:34first thing on the list is optimize for
2:57:36white hat techniques. And what I mean
2:57:39for opting in for white hat techniques
2:57:42is basically everything I just mentioned
2:57:44today. You want to do keyword research.
2:57:46You want to choose a natural language
2:57:48processing form format. So, you could
2:57:51choose keywords that are going to be
2:57:53relevant, natural to the content. And
2:57:55you don't want to opt for black hat
2:57:56techniques. And black hat techniques are
2:57:58probably not even worth going into
2:58:00detail. But one example is choosing a
2:58:03keyword arbitrarily like say digital
2:58:05marketing and just stuffing that keyword
2:58:08into the content. So that's probably not
2:58:10something you want to do because again
2:58:12it's not going to be good for the end
2:58:14user. So stay away from black hat and
2:58:17focus on some of the techniques we
2:58:19talked about in today's presentation.
2:58:21The other do we want to do is get back
2:58:23links from relevant sites. So that's
2:58:26off-page SEO. Again, it's what I
2:58:28mentioned earlier. It's about linking
2:58:31your quality content to another person's
2:58:34website that also has quality content.
2:58:36We don't want to have a backlink from an
2:58:38irrelevant site. Why? Because it's not
2:58:40going to be relevant and it's also going
2:58:42to hurt our authority. Because if it's
2:58:44on a site that's not of good quality,
2:58:46then Google's going to look at us and
2:58:48say, "Well, this site is linking to your
2:58:51site, but it's not relevant. So
2:58:53therefore, you know, we're not going to
2:58:55look at you in the same way as if you
2:58:58were on a quality website. We do want to
2:59:00use our keywords naturally because title
2:59:03tags are what people see first on
2:59:05organic search, but you don't want to
2:59:07use the same title tag on every page of
2:59:10your website. So we want to stay away
2:59:12from doing that. So you want to have a
2:59:14unique title tag for every web page on
2:59:17your website. And ideally, what does
2:59:19that mean? That means using our keyword
2:59:22research to choose one to two keywords
2:59:24per page and optimizing your web page
2:59:28for those one to two keywords. So you
2:59:30ideally what you want to do is have one
2:59:32to two different keywords for every page
2:59:35on your website. We definitely
2:59:37definitely definitely want to write
2:59:39engaging content. So the content should
2:59:42be engaging. Remember user experience.
2:59:45We want users to stay on our website. We
2:59:48want them to enjoy the content that
2:59:50they're reading and we want them to go
2:59:51from one page to another naturally. We
2:59:54definitely don't want to leverage or
2:59:56plagiarize or just copy content from
2:59:59others websites because it's not one
3:00:02probably going to be relevant to what
3:00:03you're writing about. Two, it's
3:00:05duplicate content and it's somebody
3:00:07else's. So that's a black hat technique
3:00:10we want to stay away from. I can't
3:00:12emphasize this enough. We need to do
3:00:14keyword research first before you do
3:00:16anything else. You need to find relevant
3:00:18keywords. And not only that, you need to
3:00:21understand the volume and the
3:00:23competition for each of those keywords.
3:00:26Okay? You don't want to choose a keyword
3:00:27that has low volume, high competition.
3:00:30You want to choose a keyword that has
3:00:33high volume, low competition. But above
3:00:36all, you want to choose keywords that
3:00:38are relevant to your content. We want to
3:00:41avoid keyword stuffing. So don't take a
3:00:44keyword and just stuff it everywhere on
3:00:46the page. It's not going to be natural
3:00:48and Google's going to be able to pick up
3:00:50on that. So we want to maintain some
3:00:52level of quality with our content and
3:00:55quality with the keywords that we
3:00:57choose. So reminder, when you have
3:00:59quality content, it's always going to
3:01:01link internally to another page on your
3:01:04website with quality content. But it's
3:01:06got to be natural and don't just build
3:01:09sitewide backlinks. meaning don't just
3:01:11have an internal link to the homepage or
3:01:14don't have every page on your website
3:01:17linking to just one page. So internal
3:01:20linking should be natural naturally
3:01:22linking from one page to another. Not
3:01:24only does it help Google understand and
3:01:28crawl all the web pages on your website,
3:01:30but it's good for the enduser. It's good
3:01:33user experience. And certainly last, but
3:01:36something I didn't talk about, it does
3:01:38take time to rank your content. So
3:01:41remember the process. You're going to
3:01:42write your content. You're going to
3:01:44choose keywords. You're going to change
3:01:47the elements on that page for those
3:01:49keywords. And all the while, you're
3:01:51going to make sure Google can crawl that
3:01:53content. And when they crawl it, they're
3:01:54going to index it. The process takes
3:01:56time, especially if you choose a keyword
3:01:58that's competitive. So just be patient.
3:02:00If you have quality content and you've
3:02:03optimized for onpage SEO and off-page
3:02:06SEO, then you will rank for that
3:02:08keyword. And then make sure your
3:02:10website's userfriendly and mobile
3:02:13friendly. So we talked about responsive
3:02:16content earlier. So remember, most users
3:02:19today start the process of search on
3:02:21mobile. So we want to make sure your
3:02:23websites are mobile friendly. Analytics.
3:02:26I am very excited to be with you today
3:02:28because Google Analytics is one of my
3:02:31favorite Google platforms and my
3:02:33favorite topics. So, let's talk about
3:02:35what we're going to cover today. And
3:02:37we're going to start out with how to set
3:02:39up a Google Analytics account. And so,
3:02:42we're going to talk about everything
3:02:43that entails, including creating your
3:02:46Google Analytics account. We're going to
3:02:47talk about setting up a property in your
3:02:50account and what a property is. We're
3:02:52going to talk about setting up a
3:02:54reporting view in your property and
3:02:56we're going to talk about installing the
3:02:58tracking code. So those are the series
3:03:00of steps we're going to go through today
3:03:03in terms of setting up a Google
3:03:05Analytics account. So let's get right to
3:03:07it. And so really the one prerequisite
3:03:10here when it comes to setting up a
3:03:13Google Analytics account is to have a
3:03:16Google login and ID. So when you
3:03:18actually go to Google Analytics, you
3:03:21need to be able to sign up or sign in.
3:03:24And so once you actually sign in, then
3:03:27you're going to go walk through a series
3:03:29of steps, but really that's really all
3:03:31you need to get the account going is a
3:03:35Google ID and login. So if you have a
3:03:38Gmail account or an other email account
3:03:41that you use for other Google products,
3:03:44then you're good to go. That's all you
3:03:46need to do. So, when you actually go to
3:03:48sign up for Google Analytics, you're
3:03:50going to be asked to set up a new
3:03:53account. And these are the series of
3:03:55steps you're going to walk through or go
3:03:57through to set up a new Google Analytics
3:03:59account. So, you're going to choose an
3:04:01account name. And then you're going to
3:04:03choose a property name. Okay? So, the
3:04:05account name can be anything you want it
3:04:06to be. The name your company, your name,
3:04:10whatever you want to name it. The
3:04:11property name is really the website
3:04:14name. So what website are we talking
3:04:17about? So here I'm going to set up a
3:04:18fictitious website name for now it's
3:04:21called demo simplylearn. So the URL for
3:04:24this website demo simply learn is going
3:04:27to be demo.simplearn.com.
3:04:29So that's the property. When we talk
3:04:31about properties in analytics we're
3:04:33really talking about what websites we
3:04:36want to measure. And then you're going
3:04:38to be asked to choose an industry
3:04:40category. And so for simply learn, we're
3:04:42in jobs and education, but you have a
3:04:45number of different industries that you
3:04:47could choose from. This is important. Go
3:04:49ahead and choose the most relevant
3:04:52industry that your particular business
3:04:54is associated with. Okay? And I'm going
3:04:56to talk about why that's important here
3:04:58in a minute. And then you're going to
3:04:59choose your time zone. And the time zone
3:05:01is also important because that's when
3:05:04the day starts in analytics and the day
3:05:07ends based on that time zone. So the
3:05:09data that Google Analytics collects
3:05:12starts and ends with that time zone. So
3:05:14very important to choose the time zone
3:05:17your business is located in. Okay. And
3:05:19then you have some additional options
3:05:21here. Okay. So you have some settings.
3:05:24And so the first setting is to allow
3:05:27Google products and services. So if you
3:05:29opt into this then basically what
3:05:33Google's going to do is share some
3:05:35products and services with you via
3:05:37email. I would go ahead and opt into
3:05:39that. That's of course recommended by
3:05:41Google. It doesn't hurt to hear from
3:05:43Google on related products and services
3:05:45that may enhance your business. The
3:05:48second is benchmarking. So benchmarking
3:05:50to me is something you should opt into.
3:05:53So going back to that industry and
3:05:55category, we chose jobs and education.
3:05:58So, by opting into benchmarking,
3:06:01basically what Google's going to do is
3:06:03share your data that it collects on your
3:06:06website, in this case,
3:06:08demo.simplylearn.com.
3:06:10It's going to share that data
3:06:13anonymously
3:06:14with others in the industry, in this
3:06:16case, jobs and education. And because
3:06:19you've opted in, it's going to do the
3:06:22same exact thing for you. It's going to
3:06:24share anonymous data on other websites
3:06:28in the same industry. And the benefit of
3:06:30that is we get to see what other
3:06:33websites or how other websites are
3:06:35performing compared to ours. What's the
3:06:37benchmark in our industry? And so the
3:06:40benchmarking to me is important and I'm
3:06:42going to go over that in a few minutes
3:06:44when we go over the different reports.
3:06:46But to me, I would always opt into
3:06:48benchmarking because this is the only
3:06:51report Google provides in analytics
3:06:54about how others in your industry is
3:06:56performing versus your website. Okay?
3:06:59So, it's a way to compare your website
3:07:01performance against others in the same
3:07:03industry. The other options here,
3:07:05technical support and account
3:07:07specialist. I would also recommend you
3:07:09opt into those because then it allows
3:07:12you to basically Google allow Google
3:07:16access to your account and they'll be
3:07:18able to help you if you occur or run
3:07:20into any issues. So these are the
3:07:22options in setting up a Google Analytics
3:07:25account. It's very simple, very easy to
3:07:27do. You're just entering in a few
3:07:29fields. Note that we talking about a
3:07:33website right now. So I'm talking about
3:07:34demo.simplearn.com.
3:07:36But just know that if you want to track
3:07:38a mobile app, Google Analytics will
3:07:40allow you to do that as well. You just
3:07:42choose the option mobile app. So we're
3:07:44tracking a website. We want to know how
3:07:47users behave when they get to my
3:07:49website. And that's what Google
3:07:50Analytics is going to allow us to
3:07:52measure and look at. We just need to do
3:07:55a couple more steps in the process. So
3:07:57once we fill out these fields here,
3:07:59we're going to click get tracking ID.
3:08:01Now I'm going to accept the terms of
3:08:04service. I'm going to accept another
3:08:07terms of service in relation to data
3:08:09protection. I'm going to click accept.
3:08:12Once I accept, I'm going to be able to
3:08:14get some tracking code. The tracking ID
3:08:17is the ID associated with your account.
3:08:21And so this number is going to be
3:08:24associated with your account. So your
3:08:26account ID starts with UA and it's going
3:08:30to be this number here. Now the -1 is
3:08:33the property you set up. So in this case
3:08:36I set up demo.simplylearn.com.
3:08:39If I wanted to track multiple websites
3:08:42under that same account, then I can
3:08:44certainly set up multiple properties.
3:08:47Just know that every property I set up
3:08:49in that account is going to have a dash
3:08:531 -2-3-4
3:08:56etc. depending on how many properties I
3:08:58set up. So by default I set up one
3:09:00property. So my first property ID is -1.
3:09:05If I set up a second property the same
3:09:07account number is just going to have a
3:09:09dash2. And that's important because that
3:09:12ID, that account and property ID is
3:09:15going to be associated with that
3:09:17particular property or website. So
3:09:19again, once you finish setting up the
3:09:22account settings, then you're going to
3:09:24be asked to add some tracking code to
3:09:27your site. And that tracking code is
3:09:29going to be related to the account and
3:09:31the property. So notice my tracking ID
3:09:34up here. Notice the tracking ID in the
3:09:37snippet of code. Now, this snippet of
3:09:39code needs to go on every page of your
3:09:42website that you want to track. And you
3:09:45don't have to put it on every page, but
3:09:47if you want to track website behavior on
3:09:49every page of your website, then it
3:09:51needs to go on every page of your
3:09:53website. So if you're using a you know
3:09:56platform like Drupal or Jumla or even
3:10:00more popular platform like WordPress
3:10:02adding the tracking code sitewide is as
3:10:05easy as maybe adding a Google Analytics
3:10:08plugin to WordPress for example and then
3:10:10just simply plugging in the ID. Now
3:10:13there's an alternative to adding the
3:10:15Google Analytics tracking code to your
3:10:18site and that's Google Tag Manager. So,
3:10:20Google Tag Manager is the way I would
3:10:23recommend going. So, if you're not
3:10:24familiar with Google Tag Manager, I
3:10:26would recommend watching the YouTube
3:10:30video we have on Google Tag Manager. You
3:10:32can just go to YouTube, type in
3:10:34SimplyLearn Google Tag Manager, and this
3:10:37will give you a nice overview of, you
3:10:40know, what Google Tag Manager is and how
3:10:42it works. But basically, this is the way
3:10:45I would go. And I would recommend that
3:10:47in addition to having Google Analytics,
3:10:49you set up a Google Tag Manager account.
3:10:52And then that way you can put the
3:10:54tracking code in Google Tag Manager. So
3:10:57if I go to Google Tag Manager and I just
3:11:00go into an account on Tag Manager, I can
3:11:03just simply put in the Google Analytics
3:11:07ID right into Tag Manager. And so if I
3:11:11have it in tag manager, then tag manager
3:11:14is going to be the place that holds the
3:11:17code and fires page view when somebody
3:11:19comes to my website. So that way I don't
3:11:21have to add the tracking code to my
3:11:24website if I do it in tag manager. So
3:11:27that's the recommended method for me is
3:11:30to add the Google Analytics ID,
3:11:32associate it with tag manager. If you
3:11:34can associate it with tag manager, then
3:11:37that's the easier route to go versus
3:11:39putting code on your website. Okay? So
3:11:42again, take a look at the video we have
3:11:44on YouTube for Google Tag Manager.
3:11:46That's the route I would go. Now, once
3:11:48you do get the tracking code on your
3:11:51website, whether that be through Google
3:11:53Tag Manager or through a plugin or, you
3:11:56know, just simply adding the script to
3:11:58your site, to pages on your site, then
3:12:00what's going to happen is you're going
3:12:02to start collecting data. So that's
3:12:04ideally the way it works. You need to
3:12:06add this code to your website. Now, if
3:12:10you're not ready to do that and you
3:12:12simply want to basically understand how
3:12:15Google Analytics works, then I would
3:12:17recommend getting access to Google
3:12:20Analytics demo account. And so if you
3:12:22just type in and search Google Analytics
3:12:25demo account, basically what you're
3:12:27going to do, you're going to choose the
3:12:29first listing there and you're going to
3:12:31go to demo account. So, if you have a
3:12:34Google Analytics or Google login, then
3:12:37all you need to do is click on access
3:12:39demo account. And so, what Google's
3:12:41going to do is put this demo account
3:12:44into your account. And so, it's going to
3:12:46look something like this. So, if I click
3:12:47on demo account here, it's going to add
3:12:50to my Google Analytics account. So, I'm
3:12:53going to have then access to the demo
3:12:56account from Google in Google Analytics.
3:12:59So, I would recommend going this route
3:13:01here if you're not familiar, you're not
3:13:04sure what you're getting yourself into.
3:13:06So, think of the demo account as kind of
3:13:08a test drive. You're test driving Google
3:13:10Analytics before you even add any code
3:13:13to your website. So, again, all you need
3:13:15is a Google account. And if you have a
3:13:17Google account and you add the demo
3:13:20account to your Google Analytics
3:13:22account, you're going to be able to see
3:13:24how analytics works. Okay? And so,
3:13:26that's what I would also recommend. So,
3:13:28if you're not ready to start adding code
3:13:30to your website, then what you can do is
3:13:34just simply add the demo account. And
3:13:36then once you add the demo account,
3:13:38you're free to peruse around Google
3:13:40Analytics to see the different types of
3:13:43reports it has to offer. Now, when you
3:13:45do actually set up a Google Analytics
3:13:47account, you're going to have some
3:13:49settings that you're going to want to
3:13:51pay attention to. So when you set up the
3:13:53account, you have the account name and
3:13:56then you have a property. So under each
3:13:59property you have by default you're
3:14:00going to have one view. And so here you
3:14:03could see this view here. So if we look
3:14:05at the account we set up we set up a
3:14:07demo simply learn account. Property is
3:14:09demo simply learn. So that's associated
3:14:12with the website we're going to track.
3:14:14And then again by default under each
3:14:16property you're going to have a view.
3:14:19And so by default, the name of the view
3:14:21is going to be called all website data.
3:14:23And so in that view is where all your
3:14:26analytics data is going to be stored. So
3:14:29you could see my screen here. There's a
3:14:31lot of different settings you have. You
3:14:34have settings under the account, you
3:14:36have settings under the property, and
3:14:38you have settings under the view. So,
3:14:41we're going to talk more about these
3:14:42settings in future webinars for advanced
3:14:45Google Analytics users, but for now,
3:14:48know that there's a bunch of settings
3:14:49that you have that you can play around
3:14:52with when it comes to Google Analytics.
3:14:54Anything from adding users to your
3:14:56Google Analytics account, your Google
3:14:58Analytics property or view. You can
3:15:00actually set up goals, you can set up
3:15:02filters, you can set up segments, you
3:15:05can link up Google ads, you can, you
3:15:08know, set up remarketing list. There's a
3:15:11lot you can do in terms of the settings
3:15:14as it relates to Google Analytics. But
3:15:16so know those settings are there.
3:15:18They're located right down here in this
3:15:21little sprocket icon. That's the admin
3:15:23icon. So, if you need to get to these
3:15:26settings at any time, you could simply
3:15:27just click on the sprocket or the admin
3:15:30icon and then you'll be prompted to
3:15:34choose any one of these settings here
3:15:36that you want to edit or alter. So, now
3:15:38let's take a look at some Google
3:15:40Analytics reports. So, once you've
3:15:42actually set up your account, you have a
3:15:45number of different reports that you
3:15:46have available to you in Google
3:15:48Analytics. So, we're going to take a
3:15:50look at, you know, customized reports.
3:15:52We're going to look at real time
3:15:54audience reports, acquisition, behavior,
3:15:57and conversion. So, these are all the
3:15:59different reporting buckets, if you
3:16:01will, that you have available to you in
3:16:04Google Analytics. So, if I'm an admin
3:16:07and I'm looking at the Google demo
3:16:09account, let's start out by looking at
3:16:12real time. So, if I click on the real
3:16:15time report and I just click on
3:16:17overview. So basically what this is
3:16:19going to do is show me at this point in
3:16:23time how many users I actually have
3:16:25active on the website. Okay. So that's
3:16:28why they call it real time reporting
3:16:30because it allows you to see the
3:16:32behavior of users who are currently on
3:16:34your website. And so this is the
3:16:37overview report under real time. And you
3:16:40can see here I can see that 79%
3:16:43of my users are coming from desktop, 18%
3:16:4720% are coming from mobile and then
3:16:49approximately 3% are coming from tablet.
3:16:51Here I can see how they actually came to
3:16:54the website. So this is the referring
3:16:57source. If they came from say search or
3:17:01social, I can see the source there and I
3:17:03can see what pages they're active on.
3:17:05And then here I can see what locations
3:17:08where they're located. And so if I want
3:17:09to see a breakdown of everything in the
3:17:12overview, I can certainly do that. If I
3:17:13go to locations under real time, I can
3:17:16see a majority of my users are coming
3:17:18from the United States. Okay, where are
3:17:20they coming from? I'll just click on
3:17:23traffic sources. And here I could see
3:17:25the different sources and mediums.
3:17:28Medium is the means in which the traffic
3:17:31was driven. So if it's Google, it's
3:17:33either paid search or organic search. So
3:17:35I can see here it's organic. Then I can
3:17:38actually see what content they're
3:17:40looking at on my website. So I can see
3:17:42currently I have three active users on
3:17:45the homepage, two active users on the
3:17:48Google's women's white tea page, so
3:17:51forth and so on. Now, most importantly,
3:17:54if you have event tracking set up, so if
3:17:57you taking a look at our Google Tag
3:17:58Manager webinar, you know that you could
3:18:01set up event tracking in Google
3:18:03Analytics to measure engagement on your
3:18:06website, whether that be a form
3:18:08submission or somebody clicking on the
3:18:10play button of a video. So, if I click
3:18:12on events, I'll be able to see what
3:18:15events are firing. So here I can see we
3:18:18have event tracking set up and I can see
3:18:21how many different events are firing on
3:18:23my website in real time. So here I can
3:18:26see e-commerce somebody clicking on the
3:18:28quick view click some a couple of users
3:18:31clicking on add to cart a couple of
3:18:33users clicking on the promotion click
3:18:35and as these events are fired you're
3:18:37going to be able to see them
3:18:39highlighted. So if something gets fired,
3:18:41it's going to get highlighted. And I
3:18:43could see that these are the current
3:18:46events that I have currently firing on
3:18:48the website. And that's what's currently
3:18:51fired. Now, if I want to look at the
3:18:52events that have happened in the last 30
3:18:54minutes, I can just click on this link
3:18:56here, last 30 minutes, and it's going to
3:18:59give me an overview of the events that
3:19:02have happened over the past 30 minutes.
3:19:04Okay, so that's event tracking. And then
3:19:06more importantly, we can also look at
3:19:08what conversions are happening in real
3:19:11time just by clicking on conversions.
3:19:13And so now I can see I had one active
3:19:16user who entered the checkout. So that's
3:19:19goal number four. So in analytics you
3:19:22can have up to 20 goals. And so here I
3:19:25can see we have goal number four has
3:19:27already had one active user. And so if I
3:19:30look at the last 30 minutes, I can see I
3:19:32still have only one goal over the last
3:19:3530 minutes, and that was somebody who
3:19:37entered the checkout. So that's real
3:19:39time reporting. In summary, it just
3:19:41gives you an idea of what's currently
3:19:44happening on your website. And so for
3:19:46me, ideally, if I'm launching a campaign
3:19:49or let's just say you do a new website
3:19:52redesign and you want to see how users
3:19:54performing and behaving, then real
3:19:56time's a good option for you. So you
3:19:58could see how things are happening in
3:20:00real time. Now let's jump down to
3:20:02audience reporting. So if I click on
3:20:04audience, which is just right underneath
3:20:06real time, I'm going to see a number of
3:20:09different reports available to me under
3:20:12audience. And so let's click on the
3:20:15audience overview report. So audience
3:20:18reporting basically allows us to get a
3:20:21sense of who is coming to our website.
3:20:24When I say who is coming to our website,
3:20:27it doesn't necessarily have to be a
3:20:28specific person. In fact, Google doesn't
3:20:30allow personally identifiable
3:20:33information in Google Analytics.
3:20:36Personal identifiable information such
3:20:38as a specific name, uh, social security
3:20:41number, credit card information, etc.
3:20:45However, we could still paint a nice
3:20:48picture on who is coming to our website.
3:20:51Meaning, what country, city, or state
3:20:54did they come from? What language? What
3:20:57device did they get to our website from?
3:20:59How old were they? Okay, were they male
3:21:02or female or other? What interest did
3:21:04they have? What browser did they use? So
3:21:07we can paint a nice picture based on all
3:21:10this information that Google Analytics
3:21:12is providing us under audience. So if I
3:21:15go to audience overview here, I can see
3:21:18I have all these different options
3:21:20available to me to get a basic
3:21:21understanding of who is coming to our
3:21:24website. So for example, I could see a
3:21:27majority of the people coming to our
3:21:29website speak English and are from the
3:21:32United States. Okay. In fact, that
3:21:34represents 61% of the users. And so,
3:21:37Google Analytics does a great job of
3:21:40giving me an overall percentage. So, if
3:21:43I have a 100% of the users, I could see
3:21:4661% of those users represented
3:21:49English-speaking users from the United
3:21:51States. 7% represented English-speaking
3:21:54users from Great Britain. And so,
3:21:56[clears throat] when it comes to
3:21:58analytics, we have users. And users are
3:22:00broken down into two categories. They're
3:22:03either returning or they're new. So when
3:22:06you add the Google Analytics tracking
3:22:09script to your website, what's going to
3:22:10happen is if a user or when a user goes
3:22:13to your website, they're going to get
3:22:15cookied. And if it's the first time
3:22:17they've been to your website, what
3:22:18Google Analytics is going to do is store
3:22:20a cookie in the browser. So when that
3:22:22same user comes back another day in the
3:22:25same browser, Analytics is going to
3:22:27recognize that that cookie is in the
3:22:30browser. And so then analytics is going
3:22:33to categorize that user as a returning
3:22:36user. Okay? So that's how analytics is
3:22:38able to differentiate new versus
3:22:40returning. So if that user doesn't have
3:22:43a cookie in the browser, then analytics
3:22:45is going to recognize that, store the
3:22:47cookie, and then count that user as a
3:22:49new user. And so when you're looking in
3:22:51analytics, you're going to be able to
3:22:52see a breakdown of new versus returning.
3:22:55So here I can see over three quarters of
3:22:58my traffic over the past week. Here I
3:23:01can see April 6th through April 12th,
3:23:04three over 3/4 are new users to the
3:23:07website. Here I could see about 23 24%
3:23:11are returning users. Okay. So I can get
3:23:14a good breakdown of what type of users
3:23:18are coming. Am I driving new traffic? Am
3:23:20I driving traffic that's been to my
3:23:22website before? What language are they
3:23:24speaking? Okay, I can also paint a
3:23:26bigger picture. How old are they? Are
3:23:28they what gender are they? Do they come
3:23:30from mobile? So, let's take a look at
3:23:32some of these different reports under
3:23:34audience. And so, if I skip down now to
3:23:37demographics, I can click on overview.
3:23:40And when that report loads, I can see
3:23:43now under demographics overview, I can
3:23:46see the breakout of age ranges. And so
3:23:50here I can see the majority of the
3:23:52traffic coming to my site again over the
3:23:54past week. Now, if I want to change this
3:23:56date range, I could simply do that. I
3:23:59can change the date range just by
3:24:00clicking on the date range and then
3:24:02maybe going say the last 30 days. And I
3:24:05can even compare it to the previous
3:24:07period or the previous year. I'm going
3:24:10to choose the last 30 days. I'm going to
3:24:12click apply. Now I'm looking at data
3:24:14over the last 30 days. And again, you
3:24:17can change the date range to any range
3:24:20you want. You can only go back as far as
3:24:22when you actually created the Google
3:24:24Analytics account. You can't go prior to
3:24:26that. So here I'm looking at the last 30
3:24:29days and I can see almost 47%
3:24:33of my users were in the age range of 25
3:24:37to 34. Now when it comes to gender, I
3:24:40can see 66%
3:24:43represent males. So I can get a breakout
3:24:46of gender and age as well as interest. I
3:24:50can click on interest and look at the
3:24:52overview there and see what the interest
3:24:56is of the users who are coming to my
3:24:58site based on inmarket segments or
3:25:01affinity. I can also choose language and
3:25:03location. So, if I want to know exactly
3:25:06where my users are located, when they're
3:25:09coming to my website, I can click on
3:25:11location. And here I can get a breakout.
3:25:1343% of the users of the last 30 days
3:25:17were from the United States. More
3:25:19importantly, I can align my audience
3:25:23with goals. And we'll talk about goals
3:25:25here in a minute. But here I can see if
3:25:27I have an e-commerce website, I can see
3:25:30of those 43%
3:25:3229% of those converted or purchased
3:25:35something. And that equates to 94
3:25:38transactions. So I can get a good sense
3:25:40of not only how many users are coming
3:25:43from a specific country, but are those
3:25:46users converting? If I click on mobile,
3:25:48and mobile to me is one of those reports
3:25:51I tend to spend a bit of time on because
3:25:54I want to know what devices users are
3:25:57coming to my website. And so for my
3:26:00website here or this is the Google demo
3:26:02website, I can see mobile represents
3:26:05approximately 27%
3:26:08of the traffic. So desktop still
3:26:10represents a majority of the traffic. So
3:26:13for you, you want to keep an eye on
3:26:15mobile because mobile is definitely a
3:26:19majority of what people use nowadays.
3:26:21That's how people start their day.
3:26:24That's how they transact via mobile.
3:26:26Whether that's purchasing something,
3:26:28communicating, or searching, it all
3:26:30starts with mobile. So you want to keep
3:26:32an eye on mobile. And more importantly,
3:26:35you want to keep an eye on behavior. So,
3:26:37Google Analytics is telling me that yes,
3:26:40I have approximately 27% of my traffic
3:26:43of the last 30 days came from mobile.
3:26:46How are they interacting with my
3:26:48website? So, if I look across this
3:26:51report, I'm going to be able to see
3:26:53different metrics. So, if I'm measuring
3:26:56specific metrics against my dimension,
3:27:00in this case, the dimension is what
3:27:02we're measuring. And in this example,
3:27:04we're measuring mobile. I can see that
3:27:07the bounce rate is approximately 48%.
3:27:10And bounce rate means that if a user in
3:27:13this case for mobile landed on a page,
3:27:16they left the site without going any
3:27:19further. So they consider it a bounce.
3:27:22If they don't go to another page, if
3:27:24they leave the site from the page they
3:27:27landed on and they don't go any further,
3:27:29that's considered a bounce. So a bounce
3:27:31rate is the percentage of people who
3:27:34come to the site and leave the site
3:27:36without going any further. So in this
3:27:38case we have 48% bounce rate. That's
3:27:41almost half of our users who come from
3:27:43mobile leave the website from the page
3:27:46they landed on. So is that good? Is that
3:27:49bad? Well, it's open to interpretation.
3:27:52Is definitely subjective, but you want
3:27:54to keep the bounce rate as low as
3:27:56possible. You want to keep people on
3:27:58your site, especially if you have an
3:28:01e-commerce website. You want people who
3:28:04come to your website to purchase. And so
3:28:06here we can see 48% mobile. In desktop,
3:28:10it's a little bit lower at 41%. Now, if
3:28:13I look a little bit further at
3:28:15engagement, I can see how many pages on
3:28:18average do mobile users look at. So,
3:28:22versus desktop, it's a little bit lower.
3:28:24You can see 3.86 86. On desktop, it's
3:28:274.5. Now, if I look a little bit further
3:28:30in engagement, I want to be able to
3:28:32measure how long somebody from mobile
3:28:35stays on the website. If they're
3:28:37bouncing at 48%, but they're also
3:28:40looking at 3.8 pages, 3.9 almost four
3:28:44pages per session, then that means in
3:28:46this report, analytics is telling me
3:28:48they're spending about 2 minutes on the
3:28:50site. And interestingly enough, I can
3:28:53see that mobile over the last 30 days
3:28:56had more transactions. So 51
3:28:59transactions versus 34 transactions from
3:29:03desktop. And interestingly enough, the
3:29:05e-commerce conversion rate is at 29%.
3:29:09That's higher than desktop at 07. It's
3:29:13lower than tablet, but it's higher than
3:29:15desktop. And mobile has the most
3:29:18transactions. And since they have the
3:29:19most transactions, they have the most
3:29:22revenue at 2380.
3:29:24So yes, the engagement isn't exactly as
3:29:28great as it is as desktop, but we can
3:29:30see that people are still purchasing
3:29:32with their mobile devices. So it's
3:29:34something to keep an eye on. And mobile
3:29:36is something I definitely look at. In
3:29:39fact, since it's such an important
3:29:41report, one thing you can do in
3:29:43analytics is if you actually like a
3:29:45report and you think you're going to
3:29:47look at that report multiple times, then
3:29:49you can simply just go ahead and click
3:29:52save at the top here. So, if I click
3:29:54save, I'm going to enter a name for this
3:29:57report. I'm just going to call it mobile
3:29:59report and click okay. And then what's
3:30:01going to happen is it's going to be
3:30:03located under save reports. and save
3:30:06reports is located under customization.
3:30:10Customization is located above real
3:30:12time. Okay. So if I close that up, you
3:30:14can see audience real time
3:30:16customization. If I click on
3:30:18customization, if I click on save
3:30:20reports, I should be able to see my save
3:30:23report here and I do. So here I can see
3:30:26mobile report. If I click on it, I can
3:30:29simply go to the report I was looking at
3:30:31before I saved it. So save reports to me
3:30:34is a good feature in analytics because
3:30:35it allows you to quickly access a report
3:30:39that you've saved in the past. So let's
3:30:41take a look at one more report under
3:30:44audience and let's go to benchmarking.
3:30:46So remember when we were setting up our
3:30:48analytics account, we had the option to
3:30:51opt into benchmarking and I recommended
3:30:54you do so. And so if you did actually
3:30:57opt into benchmarking, then you're going
3:30:59to be able to see how your site compares
3:31:03to others in the same industry. So if I
3:31:05click on benchmarking and then click on
3:31:07channels, what I'm actually able to do
3:31:10now is compare my website with others in
3:31:14the same industry. So if I go back to
3:31:16say jobs and education and I choose
3:31:20education all education as my industry
3:31:23vertical I should be able to see
3:31:26websites that are in the same particular
3:31:29industry and how I compare with those
3:31:31websites. So I'm choosing all countries.
3:31:34I can narrow that down if I wanted to. I
3:31:36can just search for the United States. I
3:31:39can choose a specific state and then I
3:31:41can choose a particular site size. So
3:31:45here I'm choosing sites by daily
3:31:47sessions. So these are sites that have
3:31:49an average of 5,000 to almost 10,000
3:31:53sessions a day. And so in this vertical
3:31:55education in the United States, sites
3:31:58that have 5,000 to 9,999
3:32:02sessions per day, that means that there
3:32:04are approximately 310 web properties
3:32:08contributing to this report. Okay? Based
3:32:10on this criteria I chose. Now, if my
3:32:12site is similar, meaning if I'm in the
3:32:15United States, if I'm in education and
3:32:17I'm receiving 5,000 to 9,999
3:32:21sessions per day, then I'm able to
3:32:24compare my site against 310 other
3:32:27websites. Now, Google sharing this data
3:32:30anonymously from the other websites and
3:32:32they're doing the same with your website
3:32:35to those particular websites
3:32:37benchmarking reports. Okay, so it's
3:32:40shared data anonymously in particular
3:32:42industries and verticals. And so now I'm
3:32:45looking at a channel report. So if I
3:32:48want to see how I compare to others in
3:32:50my industry, then I can go ahead and see
3:32:54by channel. For example, am I driving as
3:32:58much traffic as others in my industry?
3:33:00And you could see I'm not. In fact, I'm
3:33:0376 77% worse in terms of the amount of
3:33:07traffic being driven from organic
3:33:10search. So, anything in red is going to
3:33:13show as a negative result, a negative
3:33:16comparison. Whereas something in green
3:33:18is a positive comparison. So, if I look
3:33:20at engagement, I can see that I might
3:33:23not be driving as much traffic, but I
3:33:26can see that the pages per session are
3:33:29better than the site average or the
3:33:31industry average. I can see if I go over
3:33:33again looking just at organic search I
3:33:36can see the bounce rate is better than
3:33:38the industry average. So the channel
3:33:40report under benchmarking allows you to
3:33:43measure how you compare to others in
3:33:46your industry and you could do so by
3:33:48looking at location and devices. So, if
3:33:51you opted into benchmarking when you set
3:33:53up your account, then you'll be able to
3:33:56compare your website against others in
3:33:58your industry, in your country, region,
3:34:01and based on the size of your website in
3:34:04terms of how many visitors or sessions
3:34:06you're getting per day. So, let's go
3:34:08from audience to acquisition. So, if
3:34:10audience is who is coming to your
3:34:13website, acquisition allows us to see
3:34:16how the traffic was driven to your
3:34:18website. So, how did these users get to
3:34:21our website? And so, under acquisition,
3:34:23if we click on overview, we'll be able
3:34:26to see an overview of how users, whether
3:34:30they're returning or new, came to our
3:34:32website. And so, what analytics does by
3:34:35default is they have a number of default
3:34:38channels. And when we say channels, we
3:34:40mean analytics is grouping different
3:34:43channels based on how users got to your
3:34:46website. Meaning, how did users get to
3:34:48our website? Do they come via organic
3:34:50search? Meaning, did they type something
3:34:52into Google and find you in the organic
3:34:55listing? Analytics also groups users
3:34:58based on whether they came to your site
3:35:00directly, meaning did they type in the
3:35:03URL directly into the browser or did
3:35:06they bookmark your website and come back
3:35:08via the bookmark. So, they're grouping
3:35:10users under direct. They also group
3:35:13users under referral, meaning do they
3:35:16come from another website? They group
3:35:18users by social, do they come from a
3:35:21social media platform like Twitter or
3:35:23Facebook? If you're running paid search,
3:35:26meaning if you're running paid search on
3:35:28say Google, then do they come from paid
3:35:30search ads? Now, if you're running
3:35:32display ads on say Google's network,
3:35:35Google's display network, that's a
3:35:37default channel. So analytics will group
3:35:39users there. So if they don't recognize
3:35:42a channel, then they're going to group
3:35:43it as others. So, by default, Google
3:35:45Analytics groups users and how they came
3:35:48to your website via these default
3:35:50channels. And so, I could see how many
3:35:53users came to the site from each
3:35:55channel. Now, if I want to drill down on
3:35:58this report, I can click on all traffic
3:36:01and then if I click on all traffic, I
3:36:03can go to channels. I can look
3:36:05specifically at the channels report. And
3:36:07so now I can see organic search again
3:36:11over the last 30 days is the number one
3:36:14channel driving traffic and they
3:36:16represent approximately again you can
3:36:19see this number here in parentheses next
3:36:21to the raw number of users. I can see
3:36:24that number is about 56%.
3:36:26So 56% of my traffic over the last 30
3:36:30days came from organic search. And so
3:36:33those are the number of users. Again, as
3:36:35a metric, you're also going to have
3:36:37sessions. And you'll see sessions a lot
3:36:39as a metric. So, users are broken down
3:36:42between new and returning. So, every
3:36:45time a new or returning user comes to
3:36:48the website, basically what they're
3:36:50doing is initiating a session. So, you
3:36:53can have a user who can come back
3:36:55multiple times. Every time they come
3:36:58back to the website, it's a session. So,
3:37:00session is simply the start of somebody
3:37:03coming to your website. and the session
3:37:05ends when they leave the website. And so
3:37:08just like we looked at with the audience
3:37:12reports when it came to mobile, we can
3:37:14also look at engagement by channel. So
3:37:18just like mobile, we looked at bounce
3:37:19rate, pages per session, average session
3:37:22duration. We can do the same thing here
3:37:25with our channel report. More
3:37:27importantly, in addition to behavior, we
3:37:31can see conversions. And since we're
3:37:33running an e-commerce platform, we could
3:37:35see what the conversion rate is by
3:37:37channel. So, organic search did drive
3:37:40the most traffic and they did have the
3:37:43most transactions over the last 30 days.
3:37:46And the conversion rate in this case is
3:37:480.17. Okay. So, how Google determines
3:37:51the conversion rate, they basically take
3:37:54the number of transactions and divide
3:37:56that by sessions. So that means that
3:37:59over the last 30 days, organic search
3:38:02drove 38,123
3:38:04sessions. And of those 38,123,
3:38:0864 actually turned into a transaction,
3:38:11which equates to.17, which also equates
3:38:15to 3,000 in revenue. So, I'm able to
3:38:18determine not only how users are getting
3:38:21to my website by looking at the channel
3:38:23report. I can actually see if they're
3:38:25engaging and if they are converting. And
3:38:29notice when you look at a report in
3:38:32analytics, you can look at it by
3:38:34channel. You'll also get a summary. So,
3:38:36here I can see a summary or a total
3:38:39based on my date range. So, I could see
3:38:41over the last 30 days I've had 54,000
3:38:44users. 49,000 of them were new. Okay,
3:38:49that meant that out of those 54,000
3:38:52users, I had 70,000 sessions. I can see
3:38:55my average bounce rate was 43%. The
3:38:58pages per session were just over four.
3:39:01And the average session duration, how
3:39:03long did somebody stay on my website on
3:39:05average? About 2 minutes and 55 seconds.
3:39:08The average conversion rate was 0.14 and
3:39:12had a total of 97 transactions totaling
3:39:15$5,500.
3:39:17Okay? And that's all over the last 30
3:39:19days. So any report you look at in
3:39:21Analytics is going to have a summary.
3:39:23And note that any report you look at in
3:39:26analytics is going to allow you to save
3:39:28it. So if it's a report you think you're
3:39:31going to go back and look at at a future
3:39:33date, then you simply just have to click
3:39:35on the save button. Conversely, if you
3:39:38don't want to save it, you can simply
3:39:40just export it. So, you can export it as
3:39:42a PDF. If I click on PDF, it's going to
3:39:45allow me to export that as a PDF. Now,
3:39:49you have other options available to you
3:39:51as well. You can do a Google sheet, you
3:39:53can export it as an Excel, or you can
3:39:56export it as a common delimited file.
3:39:59So, here you can see I can save it as a
3:40:01PDF if I want to. And if I click okay,
3:40:04it's going to save to my desktop or
3:40:06location of my choosing and then I can
3:40:08go back and look at it in that format at
3:40:11a later time. So that's the export
3:40:13feature available to you in analytics.
3:40:16Again, if you you could save it as well
3:40:18or you can export it. Okay. Some other
3:40:20reports under acquisition. If you're
3:40:22running Google ads, note that you can
3:40:26connect Google Ads to analytics. And
3:40:28this is key because now I can see how
3:40:32many people are coming from Google Ads
3:40:34to my website and are they converting.
3:40:38Now this is important because with
3:40:39Google Ads I'm actually paying for the
3:40:41click. So you could see here I'm running
3:40:44a report based on campaign data. So I
3:40:47could see what campaigns are driving
3:40:49traffic, how much I'm paying per click,
3:40:52and you can see on average I'm paying 34
3:40:55cents per click. And then more
3:40:57importantly, I want to be able to see if
3:40:59they're converting. So you can see I've
3:41:02spent $810 over the last 30 days and
3:41:05received $858
3:41:08in revenue. So you want to make sure
3:41:10that you link up your Google Ads account
3:41:14to your Google Analytics account for
3:41:16this very reason. You want to be able to
3:41:19see how your Google Ads campaigns
3:41:21perform once the users get to your
3:41:24website. And so I want to see if they're
3:41:25engaging and I want to see if they're
3:41:28converting. So there are all sorts of
3:41:30reports under Google ads. So you can
3:41:32look at it by keywords, by search
3:41:35queries, by hour of the day. If you're
3:41:37running display campaigns, you can look
3:41:40at display targeting. So there's all
3:41:42sorts of reports under Google ads. You
3:41:45just have to link it up and you link it
3:41:47up under the admin. Now there are other
3:41:49reports that you can look at. So, if I
3:41:51go to campaigns, I can look at all
3:41:54campaigns. So, if you're running all
3:41:56sorts of different types of campaigns,
3:41:58whether that be on Facebook, whether
3:42:01that be email, whether that be, you
3:42:04know, other types of advertising, let's
3:42:06just say Twitter or Instagram, you're
3:42:08going to be able to see those campaigns
3:42:10here. And that's under all campaigns.
3:42:12And again, you'll be able to see the
3:42:14campaign name, and you'll be able to see
3:42:16metrics associated with those campaigns.
3:42:19And more importantly, you'll be able to
3:42:21see your e-commerce if you run an
3:42:23e-commerce platform or if you have goals
3:42:25set up. So you'll be able to look at how
3:42:28your campaigns are not one, not only
3:42:30driving traffic, but two, are they
3:42:33converting. Let's go from acquisition
3:42:35reporting to behavior. So behavior
3:42:38reports are going to actually show you
3:42:41how users behaved once they got to your
3:42:45website. Once they landed on a page on
3:42:48your website, how did they behave? So
3:42:50when we looked at audience, we got a
3:42:52sense of who is coming. With
3:42:54acquisition, we get a sense of how the
3:42:56traffic got to our website. Did they
3:42:58come from organic, direct, social, etc.
3:43:02The behavior reports allow us to
3:43:04actually measure how that traffic
3:43:06behaved once they landed on a page on
3:43:09our website. And so if I go to overview
3:43:11under behavior, now I'm looking at this
3:43:14graph here, it's showing me how many
3:43:16page views have had. And a page view is
3:43:18simply once a page is viewed, it's
3:43:20counted as a page view. So if a user
3:43:23comes to my site, they're initiating a
3:43:25session. And if they look at a page,
3:43:27then that page is going to have a page
3:43:30view. Okay? So a user can look at a page
3:43:33multiple times in a session and every
3:43:35time they look at that page, it's going
3:43:37to count as a page view. So here I can
3:43:40see in this graph how many page views
3:43:42I've had again over the last 30 days.
3:43:45And if I look further at my overview
3:43:48report, I can see the specific pages and
3:43:51how many page views they've had. And I
3:43:53can also look at some other metrics.
3:43:56Okay, the average bounce rate, the
3:43:58average time on page. I can look at the
3:44:00exit rate, which means how many people
3:44:03actually exited or the percentage of
3:44:05people who exited from that page. So I
3:44:08can dig deeper into my behavior
3:44:11reporting. So if I click on site content
3:44:13and I click on all pages, then I'm going
3:44:16to look at a report by page. This is my
3:44:19dimension. This is what I'm measuring my
3:44:21page. And now I can see how many page
3:44:23views each page had over the last 30
3:44:26days. Now note you also have something
3:44:28called unique page views. So unique page
3:44:31views is equivalent to one per session.
3:44:34In other words, if a user came to my
3:44:36site and looked at the homepage, then
3:44:39the homepage is going to have one unique
3:44:41page view and one page view. Now if the
3:44:44user in that same session looks at other
3:44:47pages, then every page that user looks
3:44:50at is going to have one unique page
3:44:52view. However, if the user goes back to
3:44:55another to the same page in the same
3:44:57session, then it's still going to be one
3:45:00unique page view, but in this case, the
3:45:02homepage, if they look at the homepage a
3:45:04second time, then the homepage is going
3:45:06to have two page views. If they look at
3:45:08the homepage five times in one session,
3:45:10then the homepage is going to have five
3:45:12total page views and one unique page
3:45:15view. Okay? So that's why unique pages
3:45:17is equivalent to one per session where
3:45:20page views is an accumulation of how
3:45:22many times the page was viewed in the
3:45:24same session. So in other words, you're
3:45:27always going to have more page views
3:45:29than unique page views. Okay, so this
3:45:31gives me a sense of how my pages
3:45:34performed. So again, I can look at total
3:45:36page views and then engagement. So
3:45:39ideally what you want to do with a
3:45:41report like this is if a user is not
3:45:44engaging on the page then that should
3:45:46tell you something about the page
3:45:47itself. If they're not engaging, if the
3:45:49bounce rate's high, if the time on page
3:45:52is low, if the exit percentage of exit
3:45:54rate is high, then you probably want to
3:45:57do something with that page. Now these
3:46:00are all pages. But if I jump down to
3:46:02landing pages, my landing page report is
3:46:05showing me how many people actually
3:46:07landed on that page. And so here I can
3:46:10see under my landing page report, I can
3:46:13see the homepage had 36,017
3:46:16sessions in the last 30 days. That's how
3:46:19many people landed on the homepage. So
3:46:22here I can see 71% were new sessions,
3:46:25meaning that I had a lot of new users
3:46:28who landed on the homepage. In fact,
3:46:3025,000 or 52%
3:46:34of the people who landed on the homepage
3:46:37were new. I could see the bounce rates
3:46:39about 42%. But of those who didn't
3:46:42bounce, they went on to look at about
3:46:444.5 pages per session and spend about 3
3:46:47minutes on the site. And the one thing I
3:46:50like about the landing page report is I
3:46:53can also see whether that particular
3:46:56page, in this case the homepage, did it
3:46:59help contribute to a goal or conversion.
3:47:02And in this case, I can see of those
3:47:0536,000 sessions, I had 22 transactions,
3:47:09totaling 1,200 in revenue. And that's an
3:47:12e-commerce conversion rate of 06%. So
3:47:15the homepage over the last 30 days
3:47:17contributed to 06% of the revenue. So
3:47:22this gives you an idea of when somebody
3:47:25lands on your website and they land on a
3:47:27page, is that page helping to move that
3:47:31person along? Meaning, are they not
3:47:34bouncing? And is that page helping to
3:47:37move people towards converting? And so
3:47:39that's what the landing page in effect
3:47:41allows us to measure is the engagement.
3:47:44And in this case, we're measuring
3:47:45transactions. Okay. So, analytics also
3:47:48gives us some other reports under
3:47:50behavior, including sight speed. So,
3:47:53sight speed to me is an important report
3:47:55to look at. Just like the mobile report,
3:47:58to me, sight speed's important because
3:48:00what Google Analytics does is they take
3:48:02a sampling of pages. And in this case,
3:48:05you can see over the last 30 days, they
3:48:08sampled 2835
3:48:11page views. And of that sample, they
3:48:14came back and said the average page load
3:48:16time is about 4 seconds. Now, ideally,
3:48:20you want to keep it as quick as
3:48:22possible. I would say even under 3
3:48:25seconds. Okay. Now, there are other
3:48:26factors involved with page load time.
3:48:29The browser you're using, the country
3:48:31that you're actually browsing that page
3:48:34from might not have the best
3:48:35infrastructure. you may may not even be
3:48:38on the best internet network, meaning
3:48:41you're on a cell network or the Wi-Fi is
3:48:43not that great, or you can be on a page
3:48:45that just has a lot of images or a lot
3:48:48of code that may slow it down. So, there
3:48:50are other factors involved. And so, what
3:48:53Google Analytics does is show you what
3:48:54those factors are. So, here I can see by
3:48:57browser what the average load time is.
3:48:59If I want to look at country, I could
3:49:01see what country is contributing to the
3:49:04load time. Now, the great thing about
3:49:07the site speed report is if I go to
3:49:10speed suggestions, okay, what speed
3:49:12suggestions is going to do is it's going
3:49:14to show me the page load time by page
3:49:18and then it's actually going to provide
3:49:20a link where I can actually click on to
3:49:24get suggestions on increasing the page
3:49:27load time. So for example, I can look at
3:49:29this particular page here, this Google
3:49:32redesign shop by brand/youtube
3:49:35page, line number five. If I look at
3:49:37line number five, I can see the average
3:49:39load time of this page is 8 seconds,
3:49:41almost 9 seconds. Okay, that's an
3:49:43eternity to some people. Now notice this
3:49:46link next to it. So Google's
3:49:48recommending seven total suggestions.
3:49:51So, if I click on seven total, what it's
3:49:53actually going to do, it's going to open
3:49:55up a new window and it's going to open
3:49:58up another Google report called page
3:50:00speed insights. And page speed insights
3:50:03is going to give me some information
3:50:04about what I can do to create corre
3:50:07correct the page load of that particular
3:50:10page. So, look at the sight speed
3:50:13report. It's important because there is
3:50:15a correlation between site speed or page
3:50:19load time and user behavior of that
3:50:22page. And there's also a correlation
3:50:24between page load time and a page
3:50:26ranking organically on search. So page
3:50:29load time is very important. It's so
3:50:31important that I'm even going to save
3:50:33it. So I'm going to click save and click
3:50:35on speed site speed suggestions as my
3:50:37name and click okay. And now that report
3:50:41is going to be saved under customization
3:50:43under save reports. Let's jump from
3:50:45behavior to conversions. Now conversion
3:50:49reporting is arguably the most important
3:50:52section in in Google Analytics because
3:50:55what the conversions reporting allows us
3:50:57to do is see how people are converting
3:51:02or if they're not converting on our
3:51:04website. And so in Google Analytics, we
3:51:07have the opportunity to set up goals.
3:51:09Now, you have the opportunity to set up
3:51:1120 goals in your Google Analytics view.
3:51:14And so to set up a goal, okay, so you're
3:51:17going to click on admin. And under the
3:51:19view, you're going to see goals. And so
3:51:21if you don't even have goals, the first
3:51:24step is to create goals. And so you have
3:51:27four different goal types in analytics.
3:51:31So you have pages per session. So how
3:51:34many pages per session is? So if your
3:51:36goal is set to say three or two, if
3:51:39somebody actually looked at two or three
3:51:41pages per session, it's going to count
3:51:42as a goal. Okay? So if I look here, I
3:51:45could see I have pages per session set
3:51:48at 10. So that means that if a user came
3:51:51to the site, looked at more than 10
3:51:54pages per session, then it's going to
3:51:56count as a goal. Another goal type is
3:51:59destination. So destination means that
3:52:02if somebody actually went to a specific
3:52:05page, then it's going to count as a
3:52:07goal. And in this case, I can see here
3:52:10that the goal is set to this particular
3:52:13page here. And so when somebody actually
3:52:15lands on that page, it's going to count
3:52:17as a goal. Now, there are two other goal
3:52:20types we can look at. One is duration.
3:52:23So just like pages per session in our
3:52:26previous example, if somebody looked at
3:52:2810 pages per session, it's going to
3:52:30count as a goal. With duration, it's
3:52:32based on time. So in this particular
3:52:34case, if you set up a duration goal and
3:52:37the duration is set to say 1 minute and
3:52:4030 seconds, then that means if a user
3:52:42comes to my website and they spend at
3:52:44least 1 minute and 30 seconds, then it's
3:52:47going to count as a goal. Okay? And then
3:52:50the fourth type of goal in Google
3:52:52Analytics is an eventbased goal. So when
3:52:55you set up event tracking, you could
3:52:57turn that event into a goal. So if
3:53:01somebody clicks on say the submit button
3:53:03of a form, you can turn that event into
3:53:06a goal. So here you could see the
3:53:09category equals contact form. So you can
3:53:11always verify if a goal works just by
3:53:14clicking on verify this goal. And in
3:53:17this case, this event is turned into a
3:53:20goal. So anytime somebody fires this
3:53:22event, it's going to count as a goal. So
3:53:24you have four different goal types in
3:53:27Google Analytics. You have pages per
3:53:28session, destination, event, and
3:53:31duration. And so once you've set up a
3:53:34goal, then you can measure goals under
3:53:37conversions. So now if I look at goals
3:53:39overview, I can be able to see how many
3:53:42total goal completions I've had. So if I
3:53:45want to look at it by goal, I can just
3:53:47choose the goal option here. So if I
3:53:49want to look at, for example, [snorts]
3:53:51goal two, engaged users. This was the
3:53:54pages per session. I can see that I had
3:53:57a conversion rate of 10%. meaning that I
3:54:01had 7,000 of all the users who came to
3:54:04the website, 7,000 goal completions,
3:54:08meaning 7,16
3:54:10users looked at 10 pages or more on my
3:54:14website. And so that's how you want to
3:54:16be able to measure whether users where
3:54:18they wherever they're coming from,
3:54:20whoever they are, whatever pages they
3:54:22look at, you want to be able to look at
3:54:24the conversion reports to see if they're
3:54:26actually converting based on the goals
3:54:29you've set up. Whether that's pages per
3:54:31session, duration, destination, or
3:54:34event. Goal conversion tracking reports
3:54:37can help you measure who is actually
3:54:39converting. And then the great thing
3:54:41about Google Analytics here is that I
3:54:44can actually see by segment. So the
3:54:47default segment and a segment is just
3:54:50looking at a specific user set. So the
3:54:54default segment is always all users.
3:54:57However, I can choose a different
3:54:58segment. So if I want to choose instead
3:55:01of all users, if I want to choose mobile
3:55:03traffic, I can select mobile traffic.
3:55:06Hit apply. So I'm actually now looking
3:55:08at a subset of data. I'm looking at
3:55:11mobile traffic. So of all the mobile
3:55:13users who've come to my site, I can see
3:55:161,400
3:55:18engaged or looked at 10 pages or more.
3:55:21Okay? And that's a 7% conversion rate.
3:55:24So the great thing about Google
3:55:25Analytics is you have the opportunity to
3:55:27set up four different goal types. Okay?
3:55:29Based on those goal types, you can go to
3:55:31goals overview and look at the
3:55:34conversion rate of each goal. But you
3:55:37can also change the segment of that
3:55:41particular goal to see who exactly
3:55:43converted. Okay. Another report I like
3:55:46under conversions is the multi-channel
3:55:48funnel report. So if I click on
3:55:50multi-channel funnel, basically what
3:55:52this allows me to do is see how
3:55:54different channels work together to
3:55:57convert. So remember the channel
3:55:59reporting we looked at under acquisition
3:56:01here I can see now how different
3:56:03channels work together to drive the
3:56:06conversion. So if I look at three
3:56:08channels direct, organic and referral I
3:56:10can see all three together drive 2% of
3:56:14the conversions. If I look at direct and
3:56:16referral 12%. If I look at direct and
3:56:19organic 12.24%.
3:56:22So I can see how different channels work
3:56:24together. And so if I look at top
3:56:27conversion paths as an example, I can
3:56:30actually see what channels how channels
3:56:33work together to drive the conversion.
3:56:35So in this example, I can see over the
3:56:37last 30 days that my top channel
3:56:40grouping was direct times two, meaning
3:56:43that somebody came to the website
3:56:45directly, meaning they typed in the URL
3:56:48in the browser or they bookmarked it and
3:56:51came to the site. Okay, they came the
3:56:53first time but didn't convert, but then
3:56:54they came back a second time via direct
3:56:57and then converted. So that combination
3:57:00is my top conversion combination of the
3:57:03last 30 days. My second best conversion
3:57:06grouping is organic search and direct.
3:57:09Meaning that a user came to the website
3:57:12via organic search first, did not
3:57:15convert and then came back via direct
3:57:18the second time and converted. So
3:57:20basically what analytics does is give
3:57:22credit to the last referral. Meaning if
3:57:26you came to the website via referral, a
3:57:30referring website, and converted, then
3:57:32the referring website's going to get the
3:57:34credit for the conversion. But analytics
3:57:36does a good job of showing you how
3:57:38different channels work together. So a
3:57:41channel may drive a lot of traffic like
3:57:43organic search, but that traffic may not
3:57:46convert the first time around for a
3:57:48number of different reasons. Whether it
3:57:49could be brand recognition, price
3:57:52shopping, reading content, whatever the
3:57:55case, analytics is able to measure if
3:57:58that channel actually did contribute at
3:58:01a later point. And in this case, we
3:58:03could see organic search drove traffic
3:58:05that didn't convert, but that traffic
3:58:07came back a second time via direct and
3:58:10did convert. So that's our second best
3:58:13channel grouping. And so the
3:58:14multi-channel funneling report how
3:58:17conversion pass to me is a good report
3:58:19to look at. So you can actually see not
3:58:21only how channels work together, but you
3:58:23can see sources and mediums and
3:58:25campaigns and how all that all those
3:58:28different campaigns and different
3:58:30sources work together to convert. So
3:58:33that's just a good report to look at.
3:58:35There are so many different reports
3:58:38available in analytics. There's so many
3:58:40that we haven't even gotten to yet. So
3:58:43my advice if you look at the demo report
3:58:45you can get a feel for each of these
3:58:48reports under each section whether that
3:58:50be audience acquisition behavior or
3:58:53conversions. Take a look at these
3:58:55reports. See what makes sense to you.
3:58:57See what you can use to improve your
3:59:00website performance. Now if you have any
3:59:02comments or questions about any of the
3:59:04reports we covered feel free to comment
3:59:07underneath this video. We're definitely
3:59:09going to have more webinars in the
3:59:11future about specific analytics settings
3:59:14that we didn't get to today and other
3:59:16types of analytics reports and features
3:59:18that we didn't get to today. Today in
3:59:20this video, let's get to know in detail
3:59:23about Google Analytics 4. Google
3:59:26Analytics is a web analytics service
3:59:29offered by Google. It was launched back
3:59:32in 2005.
3:59:34It tracks and reports website traffic
3:59:37from the information through Wikipedia.
3:59:40Google Analytics is the most used web
3:59:43analytic service. As per the sources in
3:59:47April 2022, Google Analytics was used by
3:59:5173%
3:59:52of the 10,000 most popular website
3:59:55across the globe. However, as per the
3:59:58reports from beltwid.com,
4:00:012 k 81 lakh 52,477
4:00:06live websites use Google Analytics.
4:00:10So now is the time to understand what
4:00:13has been changed in Google Analytics
4:00:15over the years. If you are new to Google
4:00:18Analytics, it's even better. Before
4:00:21moving forward, do subscribe to Simple
4:00:23Learn and hit the bell icon to never
4:00:26miss any updates from SimplyLearn. So,
4:00:28what makes Google Analytics so
4:00:30important? Google Analytics generates
4:00:33various types of reports and helps to
4:00:36track bounce rates, identify the best
4:00:39content of your website, record user
4:00:42behavior flow on your site and many
4:00:45other metrics,
4:00:47thereby allowing you to understand and
4:00:49build your business strategies,
4:00:52thereby growing your business. Now that
4:00:55you have understood why Google Analytics
4:00:57is essential, let's check what we have
4:01:01for you in this video.
4:01:04First, we will understand what is Google
4:01:07Analytics for. Then we will move forward
4:01:11with identifying Google Analytics
4:01:13version for your website. Next, we will
4:01:17have a detailed look at universal
4:01:19analytics and Google Analytics 4. We
4:01:22will continue by understanding success
4:01:24stories from Google Analytics for users
4:01:28and finally we will end this session by
4:01:31understanding the future of Google
4:01:33Analytics 4. So allow me to introduce
4:01:36the next generation of Google Analytics.
4:01:40Google Analytics 4 also known as G4.
4:01:45Initially Google Analytics 4 was known
4:01:48as app plus web. Google Analytics 4 is
4:01:52the latest analytics property with
4:01:54several advantages over the old Google
4:01:57Analytics also known as universal
4:01:59analytics.
4:02:02Understanding more clearly, Google
4:02:04Analytics 4 can measure and keep track
4:02:06of website traffic as well as app usage.
4:02:11So now you can imagine that Google
4:02:13Analytics 4 is the one-stop solution for
4:02:16all your analytics needs. If you are
4:02:19still using universal analytics, we
4:02:21recommend you to get familiar with
4:02:23Google Analytics 4 as well.
4:02:27As this is the new future of analytics,
4:02:30we will understand creating and setting
4:02:33up Google Analytics 4 account in detail
4:02:36in the upcoming videos. Let's first
4:02:39identify which Google Analytics property
4:02:41is associated with your website. In
4:02:45order to identify which Google Analytics
4:02:48property you have, log into your Google
4:02:51Analytics account. Now go to analytics
4:02:55account
4:02:56and then open properties and apps. Here
4:03:01you can see properties for your website.
4:03:06Now below the properties and apps
4:03:09several properties are listed where
4:03:13you can see different ids. If the ID
4:03:16starts with UA and ends with a number
4:03:20then you have a universal analytics
4:03:23property. However, if ID only has
4:03:27numbers like here,
4:03:31then you have Google Analytics for
4:03:34property.
4:03:36We will learn how to switch the
4:03:38Universal Analytics account to Google
4:03:41Analytics 4 in the upcoming videos. Now
4:03:45that you have understood how to identify
4:03:47Google Analytics property, let's take a
4:03:50detailed look at the comparison of
4:03:53Universal Analytics data and Google
4:03:56Analytics 4 data.
4:03:59The major difference between Universal
4:04:01Analytics and Google Analytics 4 is the
4:04:05measurement model. Universal Analytics
4:04:08uses sessions and page views as the
4:04:11measurement model. Whereas Google
4:04:13Analytics 4 uses events and parameters
4:04:17as the measurement model. Therefore, any
4:04:20hit type from universal analytics
4:04:23property, say a page view, user timing,
4:04:26etc. are captured as event in Google
4:04:30Analytics 4 property. Let's see the
4:04:33detailed comparison of every aspect of
4:04:36Universal Analytics and Google Analytics
4:04:394.
4:04:41First, we go with events.
4:04:44In analytics, every measurable action
4:04:47for example page load, form completion,
4:04:51scrolls, app installs, etc. is measured
4:04:54as event. An event has category, label
4:04:59and action in universal analytics.
4:05:04Moreover, it has its own hit type.
4:05:09In case of Google Analytics 4, there is
4:05:11no categorization. All the hit types
4:05:14from Universal Analytics are considered
4:05:17as events.
4:05:19Now let's find the comparison of
4:05:21Universal Analytics and Google Analytics
4:05:244 in terms of page views. Page views is
4:05:28a metric defined that calculates total
4:05:32number of pages viewed on your website.
4:05:36Now let's get a better understanding of
4:05:38page views. For instance, when user
4:05:41lands on a web page of your site, the
4:05:44page loads. This is considered to be a
4:05:48page view. Now suppose if user reloads
4:05:51the page.
4:05:53Google Analytics tracks it as another
4:05:56page view. If the user navigates to
4:05:59another page of your website and returns
4:06:02to the same page, this adds another page
4:06:05view to your site. Now that you have
4:06:07understood page views, let's see how
4:06:10page views differs in universal
4:06:13analytics and Google Analytics 4. From
4:06:16universal analytics, page view are
4:06:20translated to Google Analytics 4
4:06:22property as page view event.
4:06:27This page view event automatically gets
4:06:30triggered in Google Tag Manager.
4:06:34The next metric we have is sessions.
4:06:37Session is the time duration for which
4:06:40user is active on your website. A
4:06:44universal analytic session may consist
4:06:46of multiple page views, events,
4:06:50e-commerce transactions, etc. The
4:06:53session is considered to be ended if the
4:06:56user has 30 minutes of inactivity or any
4:06:59other event for which session end is
4:07:02triggered. In Google Analytics 4,
4:07:06session metrics are tracked from session
4:07:09start event which automatically gets
4:07:12triggered with the basic interaction on
4:07:14your website. However, the session
4:07:17duration depends on the period between
4:07:20the first and the last event.
4:07:22Now let's check our next metric which is
4:07:26custom dimension.
4:07:28In universal analytics custom dimension
4:07:32add the information to the collected
4:07:34data
4:07:35whereas in Google Analytics 4
4:07:38information is added through the event
4:07:41parameters.
4:07:43Moving ahead the next metric we have is
4:07:46content grouping. Content grouping in
4:07:49universal analytics allows to group
4:07:52content into a logical structure after
4:07:55which one can view and compare metrics
4:07:58by the group name. Now talking about
4:08:01Google Analytics 4, it has predefined
4:08:03event parameter for content group. This
4:08:06parameter fills the data into content
4:08:09group. Moving ahead, the next metric we
4:08:12have is client ID. Client ID is a unique
4:08:16string generated randomly and acts as a
4:08:20synonymous identifier. Client ID
4:08:24identifies the browser instance and then
4:08:27it gets stored in the browser cookies
4:08:30and therefore subsequent visits to the
4:08:33same site are associated with that user.
4:08:36In both universal analytics and Google
4:08:39Analytics 4 client ID serves the same
4:08:43purpose that is the client ID is
4:08:46responsible for providing the
4:08:49identifier. Now let's move ahead with
4:08:52our next metric
4:08:54parameters.
4:08:56Parameters are associated with Google
4:08:59Analytics 4 properties. Understanding in
4:09:02detail about parameters. Parameters are
4:09:06the chunk of information that specifies
4:09:09the user action.
4:09:11For example, parameters can be passed to
4:09:15describe the value of the purchase.
4:09:18Next, we have is user property. User
4:09:21properties provide information like
4:09:24preferred language or geographical
4:09:26location of the users that interact with
4:09:29your website or app. Now that we have
4:09:32seen difference between universal
4:09:34analytics and Google Analytics for
4:09:37properties, the question definitely
4:09:39arises. Can Google Analytics really
4:09:43bring success to your business?
4:09:46Well, if you have a good understanding
4:09:48of your audience and have extraordinary
4:09:51strategies to work on, the Google
4:09:54Analytics is your best companion. Here
4:09:58are some success stories by Google
4:10:00Analytics for users. We all know about
4:10:03McDonald's, the leading fast food
4:10:05corporation with huge number of outlets
4:10:08across the globe. Recently a case study
4:10:12has been shared by McDonald's Hong Kong
4:10:15which suggests that the company has
4:10:18experienced growth in conversions by
4:10:21550%
4:10:22through the inapp orders. And what made
4:10:25them achieve such a great growth?
4:10:28Yes, you guessed it right. It's Google
4:10:32Analytics 4. Let's have a look on their
4:10:36success story. The major goal for the
4:10:39company was to redesign the strategy to
4:10:42increase inapp food orders, predict the
4:10:45behavior of inapp audiences, and reach
4:10:49the right customers with McDonald's
4:10:52mobile order campaigns. To achieve the
4:10:54goals, Macdonald used a simple yet smart
4:10:58approach and implemented Google
4:11:01Analytics for properties with the help
4:11:04of predictive audiences in Google
4:11:06Analytics for properties. They tried
4:11:09converting audiences into customers.
4:11:15Moreover, with the help of Google Ads,
4:11:17they were able to manage the campaigns.
4:11:20As a result of the smart efforts,
4:11:23Macdonald was able to gain increase in
4:11:26conversions by 550%
4:11:29for the users who are likely to purchase
4:11:32in next 7 days. Isn't it amazing?
4:11:37Moreover, for the same audience,
4:11:39McDonald's had noticed a visible
4:11:41decrease in cost per action by 63%.
4:11:47and an increase in revenue by 560%.
4:11:52Some other companies that have seen
4:11:55growth in their business through Google
4:11:57Analytics 4 includes Pepsico, Clarshop
4:12:01etc. With the proven success of top
4:12:04brands in the world, let us know what
4:12:06the future of Google Analytic 4 holds.
4:12:10As per the reports on builtwit.com
4:12:13there are 2 cr 81 lakh 52,477
4:12:18live websites that are using Google
4:12:21Analytics out of which there are 1 cr 21
4:12:26lakh 73,413
4:12:29live websites from USA and 4 lak 68,538
4:12:35live websites from India who are using
4:12:38Google Analytics.
4:12:40If you look in detail, we have a list of
4:12:42big names like Bank of America,
4:12:45Blogger.com,
4:12:47Cisco, Netflix,
4:12:50Corsera,
4:12:52Flipkart,
4:12:54ICICI Bank, Tesla India, IRCTC,
4:13:00Myntra etc. that are using Google
4:13:03Analytics for their growth. However, we
4:13:06are all well aware of the success
4:13:08stories of all the biggies on the list.
4:13:12Thus, Google Analytics will continue to
4:13:15be an important part of new business
4:13:17strategies. Things you should know
4:13:20before we end this session are Google
4:13:23Analytics 4 will be soon replacing
4:13:26Universal Analytics.
4:13:28From 1st July 2023, the universal
4:13:32analytics platform will be no longer in
4:13:35action. However, you will be able to
4:13:37access the reports for some period of
4:13:39time.
4:13:41Google Analytics 4 will be the new
4:13:43future of analytics.
4:13:45>> The concept of linking is foundational
4:13:48to good rankings and understanding the
4:13:50internet at large. It starts with the
4:13:53premise that good content will be cited
4:13:56by others, recommending it to other
4:13:59people. How we site and recommend
4:14:01information online is by linking to it.
4:14:05We link to information that we find
4:14:07valuable.
4:14:09Based on that, the search engines assess
4:14:12content by how websites link to one
4:14:16another. So, we are going to cover the
4:14:18definition and purpose of links and the
4:14:21different functions that links serve.
4:14:25We'll also look at how links mirror
4:14:27human judgment.
4:14:29We'll look at how search engines
4:14:30evaluate links by mirroring human
4:14:33judgment and how that affects what's
4:14:36called block level analysis
4:14:38and how where the location of different
4:14:41links and how they are used will greatly
4:14:43affect their relevance.
4:14:45We're going to look at how visitors from
4:14:47different link sources will behave
4:14:50differently based on where they came
4:14:52from and also how you can measure the
4:14:55effectiveness of links. And finally,
4:14:58we're going to look at both good and bad
4:15:00linking practices. Now, links serve a
4:15:04number of purposes
4:15:06from a functional standpoint. They
4:15:08usually are our primary means of
4:15:10navigation online. We click on links. We
4:15:13go to different pages and from those
4:15:15pages we find links to other pages.
4:15:18Links are also a method of citing other
4:15:22content. When we quote somebody, when we
4:15:25use information that we have found
4:15:27somewhere else, we cite that information
4:15:30to give credit to the original author.
4:15:32Typically online, we do that with a link
4:15:35so that if someone wants to see the
4:15:37original source document, it's available
4:15:40to them. That also helps to provide
4:15:42credibility to you, credibility to the
4:15:46author of the original source as well as
4:15:49assigning importance to the knowledge
4:15:51that came from that original source and
4:15:53the authority of the original source.
4:15:57Links also provide us with a clear
4:16:00structure of how our websites are built,
4:16:02how the pages relate to one another, and
4:16:05how organized the information can be.
4:16:10So let's break down the functional part
4:16:12of a link. This is important if you're
4:16:14going to be developing anchor text and
4:16:16linking to understand the structure. The
4:16:20ahref
4:16:22equals is the start of the link tag.
4:16:25What you are doing is developing the
4:16:27reference of where the document is
4:16:31contained. That's the href. Reference is
4:16:35what it is short for. What comes next
4:16:38within the quotes is the location of the
4:16:41document. Now, this can be a full URL or
4:16:45you may just be linking to a document
4:16:48that's on the main root level of your
4:16:50server.
4:16:52This is the full location where you can
4:16:54access the document. And so, you're
4:16:57putting the name of the document, the
4:16:59extension so that it will be linked.
4:17:03The next part is what I have in caps.
4:17:07You'll notice off to the left I have
4:17:09something in all blue text and
4:17:11underlined, which most people will
4:17:12recognize as a link. You see, when it is
4:17:16in between the document location and the
4:17:20closing of the link tag, the text you
4:17:22have in there is what's called anchor
4:17:24text. You see, instead of publishing the
4:17:28document location and the full URL of
4:17:31the document, we can put the link within
4:17:35text and create anchor text. So, all
4:17:38someone has to do is click on the link
4:17:40and the document loads for them. This
4:17:43anchor text is vitally important to
4:17:45understanding how we can add additional
4:17:48relevance to linking content.
4:17:52Then we see the closure of the link tag.
4:17:56This is what makes the internet. The
4:17:58internet is millions of pages connected
4:18:01together by links.
4:18:06So when we look at the functional side
4:18:08of links and we look at this example
4:18:11here, as you can see the title of this
4:18:13article is not the URL address of the
4:18:17article. It's a title and the title is
4:18:20the link. That is the anchor text of the
4:18:23link. And so from a search engine
4:18:26standpoint, search engines look to see
4:18:29what words are being used in the link
4:18:32and how relevant those words are to the
4:18:35document that is being linked.
4:18:38It also looks to see where is the link.
4:18:41Is it in the editorial information in
4:18:44the article? Is it part of the
4:18:46navigation? Is it in a sidebar or is it
4:18:49an ad? And then also search engines are
4:18:53looking to see if this is a text link or
4:18:56an image link.
4:18:58How long has that link been there? What
4:19:01type of link is it? Does it go somewhere
4:19:04within your website? Does it go to
4:19:07another website or is it a reciprocal
4:19:10link which I will explain more later.
4:19:12They also look to see the text in the
4:19:14link and the context of the page with
4:19:17the link directs you to.
4:19:21We utilize links a little differently.
4:19:24You see, from a human standpoint,
4:19:26whenever we refer information to another
4:19:29person, when we provide reference
4:19:31material to another person or even if
4:19:34someone asks us for a recommendation, we
4:19:37provide this information. You see
4:19:39offline we mirror the same behavior as
4:19:43we do online when we link. People ask us
4:19:46for information and we provide it. We
4:19:50just mirror that online by making a
4:19:53link. Offline we recommend, we refer, we
4:19:57provide information to each other in
4:20:00much the same way. The way I want you to
4:20:02think about it from a human standpoint
4:20:05is that if you asked another person for
4:20:07advice or directions or a referral, are
4:20:11there certain people that you would
4:20:12trust more than others?
4:20:15I'm sure the answer to that is yes. And
4:20:17maybe you have some people in mind that
4:20:20you are thinking about. You see, we run
4:20:23across the same issue with search. The
4:20:26search engines know that there are some
4:20:28websites that are much more trustworthy
4:20:30than others.
4:20:33Just like if you were to ask someone for
4:20:35information, I'm sure you would ask the
4:20:37right person for the information, you
4:20:40would ask the most knowledgeable,
4:20:42trustworthy person you knew who had
4:20:45authority in that subject area. The
4:20:49search engines are trying to do the same
4:20:51thing with the links that we publish on
4:20:53our websites. They're trying to
4:20:55determine who is the most trustworthy
4:20:58and relevant based on the
4:21:00recommendations, referrals, and
4:21:03citations of other websites to other
4:21:06websites. Who are the websites that are
4:21:09trusted, that are authorities? The
4:21:11search engines are trying to do from a
4:21:14technical algorithmic standpoint what we
4:21:16do naturally from a human standpoint.
4:21:21Now from the human side, as I had said
4:21:23before, we need to think of links as
4:21:26information that we receive from other
4:21:28people. Word of mouth, advice,
4:21:30information, directions,
4:21:32recommendations.
4:21:34This is where we need to think about
4:21:36links not from the standpoint of
4:21:38building false relevance for a search
4:21:40engine, but being a helpful resource for
4:21:43our readers. How can we help them? How
4:21:46can we provide information? And how can
4:21:49we be a credible source of information?
4:21:54How can we develop our authority within
4:21:58the industry and so that people who have
4:22:01questions about this content will see
4:22:04our websites as authoritative and
4:22:07credible resources.
4:22:10The best way to develop links, as you'll
4:22:12see, is good content. When people like
4:22:16what they read, when they like what they
4:22:18see, when they are willing to recommend
4:22:20it to others, it it's because you have
4:22:23created something of value and they'll
4:22:26link to you when they feel that you are
4:22:29credible and that you are authoritative
4:22:33with this information. Only then will
4:22:36they share it with other people because
4:22:39you have earned that right for them to
4:22:42share it with others by providing
4:22:44content that is informative,
4:22:46educational, entertaining, and you've
4:22:49provided that service. Only then will
4:22:52people then want to recommend it to
4:22:54others by linking to it.
4:22:58Now links serve a number of benefits.
4:23:01When I look at some of the incoming
4:23:03links to my site, one of the things I
4:23:06notice is that if I get a link in
4:23:08certain places, that can drive a lot of
4:23:10brand exposure. I can have thousands of
4:23:13people coming to the site looking to see
4:23:16an article and that provides a lot of
4:23:19exposure to a lot of people.
4:23:22However, also getting a link from a
4:23:25certain website, especially if it's a
4:23:27high relevant authoritative website, I
4:23:31can see my rankings increase because of
4:23:33that.
4:23:34But then also a good link is going to
4:23:37drive people that will convert and drive
4:23:40sales or leads, those who become
4:23:43customers. So those are the three
4:23:46aspects of a good link. A good link will
4:23:49drive traffic to your site. A good link
4:23:52will assist your rankings and a good
4:23:54link will bring in business. If you can
4:23:58get a link to do all three of those at
4:24:00the same time, that's what I call the
4:24:02golden link because it has all three
4:24:05benefits.
4:24:06Usually, however, you're going to find
4:24:08that different links will provide
4:24:10different types of benefits. One of
4:24:12these three or maybe two out of these
4:24:14three. One of the things I'm usually
4:24:17very focused on is the link that drives
4:24:20sales or generates leads. That's getting
4:24:23links in the right place that will
4:24:25benefit me tangibly rather than just
4:24:28getting thousands of people to see it.
4:24:31Why? It benefits me financially if I can
4:24:34get a link in the right place.
4:24:39So from here, let's break down the
4:24:41different types of links. We have
4:24:43navigational links. We see these in our
4:24:46navigation, our primary navigation,
4:24:48maybe the footer of our web pages where
4:24:51we have links to typical information
4:24:54such as about us or contact us. We also
4:24:57have sidebar links. This might be
4:24:59related information or offers or calls
4:25:03to action.
4:25:05And then also I would break it down into
4:25:07outbound or inbound type of navigation.
4:25:10Outbound are links going to other
4:25:12websites. Inbound links are links that
4:25:15come from other websites and that also I
4:25:18might send to other pages on my own
4:25:20site.
4:25:22Now I've used the term editorial. An
4:25:24editorial link is a link that is found
4:25:27within the content of the website. And
4:25:31by that I mean through an article. So,
4:25:34if I am writing an article and I link to
4:25:36someone else and cite them or reference
4:25:40them,
4:25:41that is what's called an editorial link.
4:25:45It means that it's part of the content.
4:25:47A great example of this is that the
4:25:50navigation on your web pages is not part
4:25:52of the content. It serves a function as
4:25:56navigation,
4:25:57but it doesn't have anything to do with
4:26:00supporting information, with citing an
4:26:02authority. So information and links that
4:26:05you put within the content and presented
4:26:08content of your site are considered
4:26:10editorial.
4:26:12Now there's also call toaction links
4:26:14where you're bringing someone to a
4:26:15landing page or a registration page or a
4:26:18sale page.
4:26:20Then also we have social links. Now
4:26:23these can provide a a variety of means
4:26:26but typically a social link will go to a
4:26:29profile. Maybe it's a username that
4:26:33takes you somewhere else or a comment or
4:26:37maybe just an image or something that
4:26:39goes to a social site or that you have
4:26:42placed on your own site as well.
4:26:45Either way, it's all contained within
4:26:47that social network. Even though the
4:26:49links are going on and off your site,
4:26:51they tend to be controlled in that
4:26:53social environment.
4:26:56Now, I've used the term reciprocal link.
4:26:59Now, this is
4:27:02something very specific. A reciprocal
4:27:05link is one where you would go to
4:27:07somebody else and you would make a trade
4:27:10such as if you link to me, I'll link to
4:27:13you and maybe you put those links on the
4:27:15homepage or maybe you create a page just
4:27:18for that link. You see, sometimes it
4:27:22just doesn't make sense. And so the
4:27:24search engines will see that you've
4:27:26linked to each other. But if there's no
4:27:28contextual relevance, if there's no
4:27:31contextual relevance, most likely you
4:27:34won't get any benefit because you've
4:27:36agreed to link to each other for the
4:27:38primary purpose of boosting rankings.
4:27:41Now, this is not to say that two
4:27:43websites can't link to each other
4:27:45because there is some relevance. We'll
4:27:48look at some examples of that later on
4:27:51in this module. Also then we have
4:27:54advertising links. These can be ads,
4:27:57banners, anything on the page that is an
4:27:59advertising link that if you were to
4:28:02click on it, you would go to that
4:28:04advertiser's page. Those links are
4:28:06typically through an ad server and they
4:28:09take place in an entirely different
4:28:11ecosystem
4:28:12but they are links and we need to know
4:28:16what kind of links are advertising and
4:28:18which kind of links are functional to
4:28:21our websites. Now when I broke down the
4:28:24different types of links so we have our
4:28:26navigation links, we have links in our
4:28:28sidebar and in our footer. What block
4:28:31level analysis does is that the search
4:28:33engines look at the code of the page.
4:28:36They break down the page because it's
4:28:38very easy to figure out which part of
4:28:40the code has to do with your navigation,
4:28:43which part of the code has to do with
4:28:44your sidebar and your footer, and which
4:28:47part of the code is calling ads from an
4:28:49ad server. What this leaves is the
4:28:51editorial content, your article, and the
4:28:54ability of search engines then to break
4:28:56down your page into these different
4:28:58elements. The reason why they do it is
4:29:00that the links contained in the
4:29:03editorial space are considered to be
4:29:06more relevant in terms of linking to
4:29:09other websites than any of the other
4:29:12types of links on your web page. Search
4:29:14engines don't consider all parts of the
4:29:16page to be equally relevant, which is
4:29:19okay because neither do humans. We look
4:29:21at the navigation as utilization, pure
4:29:25utility, because it's just helping me
4:29:27navigate among the different pages of
4:29:29your website. I'm not expecting to learn
4:29:31anything. I'm using it as a functional
4:29:34means of navigating your site. Now, your
4:29:36sidebar might have some calls to action.
4:29:38It might have links to other pages, but
4:29:41it's not an article. It's what you've
4:29:43developed. And so it might be a little
4:29:45more important than your navigation, but
4:29:47it's not as important as what you may
4:29:49have written within content. Your footer
4:29:52navigation is basically the same. You
4:29:54control that. It's the same on every
4:29:56page. And so what the search engines are
4:29:58looking for are the unique content, the
4:30:02unique article or information that
4:30:04you've published. And if there is a link
4:30:06within the editorial content, that is
4:30:09highly relevant because it has to do
4:30:11with content. It has to do with
4:30:13information that you are sharing. And so
4:30:16the links there are going to be more
4:30:18highly relevant and are going to be more
4:30:20important for the search engines to see.
4:30:22You see, it's the same way with humans.
4:30:25We're not going to look at navigation to
4:30:27learn something. It's functional. The
4:30:30same thing with the footer. And as
4:30:32humans, we're reading the content that
4:30:34you have in your article. And if you
4:30:36link to another source, well, you've
4:30:38provided us with utility, but it's
4:30:41contextual utility because you're citing
4:30:44where you found information or you're
4:30:47citing an additional source or you are
4:30:50linking to an example and it enables me
4:30:52as a human to see that, understand it,
4:30:56and if I need that additional
4:30:57information, I can click on it and go to
4:31:00it. So, I'm going to look at the
4:31:02information on the page in that article.
4:31:05very differently than I'm going to look
4:31:06at the headings, the navigation, the
4:31:10sidebars, or the footer because the
4:31:13article is what is informing me. And so
4:31:16the links in the article I'm going to
4:31:18look at very differently and hold them
4:31:20in a higher level of relevance.
4:31:24Now, over time, search engines have had
4:31:26to refine the algorithm about links. You
4:31:31see, in the early days of search engine
4:31:33algorithms, they used to simply count
4:31:35the amount of links. Then if one site
4:31:38had more links than another, that made
4:31:39it more credible. However, once people
4:31:42started to figure that out, people
4:31:44started accumulating links by really any
4:31:47means necessary. And they were just
4:31:50looking for the sheer volume of links
4:31:53because they knew if they got the most
4:31:54amount of links, it would affect their
4:31:56rankings. And so over the years, the
4:31:59search engines have had to change and
4:32:00adjust and add more relevance to their
4:32:04algorithm, refine it in order to look at
4:32:08different aspects of links in order to
4:32:10properly determine relevance. So over
4:32:13time, it wasn't just having a link, it
4:32:16was then also looking at how many people
4:32:19site this site as an authority. So
4:32:22looking at the source of the link and
4:32:24the types of pages. Then also looking at
4:32:27the text of the link and matching it
4:32:29with the text of the page. Does it
4:32:31match? Is it contextual? And then
4:32:34looking at the type of link, doing the
4:32:36block level analysis. And then also the
4:32:39context, the relevancy of your site
4:32:42compared to the linking site compared to
4:32:44the link and the information that's
4:32:47being shared there. Also, some of the
4:32:49ways that they can look at it are the
4:32:51age of the link. How long has that link
4:32:53been there? Humans do the same thing.
4:32:56When we look to see how long someone has
4:32:58been in business, we're looking at
4:33:00credibility.
4:33:01And then, of course, there are many,
4:33:03many other ongoing refinements that are
4:33:06going into the search engines
4:33:08evaluations of links. Sometimes the age
4:33:10of the link isn't as relevant,
4:33:12especially when you're looking for
4:33:14something that has happened very
4:33:15recently. An old link could mean that
4:33:18it's old news or that something has
4:33:20changed since then.
4:33:22So, search engines are in a constant
4:33:25battle to ensure that people are not
4:33:28gaming the system by falsely creating
4:33:31relevance through linking.
4:33:34The link relevancy and the algorithm is
4:33:38all about trying to determine who is the
4:33:41most relevant and credible within this
4:33:44area. And that is the focus of most
4:33:48search engine algorithm refinements over
4:33:50the past few years. and it will be into
4:33:52the future. Now, this is where I'm going
4:33:55to start bringing in some screenshots
4:33:57from a link management program.
4:34:00As a search engine optimizer, a link
4:34:02management program is probably going to
4:34:04be one of your best friends as you move
4:34:06along in this industry.
4:34:08In this example, this program links that
4:34:11I'm using will track the incoming links
4:34:14to my website. And it'll also provide a
4:34:17breakdown as to what type of website
4:34:21those links are coming from. So I can
4:34:23see how many links I have from blogs,
4:34:26how many links I have from news sites,
4:34:28how many links from wikis, how many
4:34:31links from directories, forums, social
4:34:33media, public relations sites, articles
4:34:37or additional resources.
4:34:39Then I can also add my competitors and I
4:34:43can compare where I stand in terms of
4:34:46the amount of links from each source and
4:34:48where my competitors stand.
4:34:51In this way, I can be sure that we all
4:34:53have a similar link profile. You see, if
4:34:56my linking profile looks vastly
4:34:58different than all my competitors, the
4:35:00search engines are going to see that as
4:35:02well and know that something might be
4:35:04different with me, good or bad, and
4:35:07that's going to raise a red flag. So, I
4:35:09want to look at the linking profile
4:35:11because every industry and almost every
4:35:14business's linking profile is going to
4:35:16be a little different. But especially
4:35:18among industries, we see that linking
4:35:20profiles, that is the amount of links
4:35:23from different sources, it's going to be
4:35:25slightly different for every different
4:35:27type of industry or business. So, this
4:35:30helps me understand where my links are
4:35:33coming from, which is vitally important
4:35:35because from a business standpoint, one
4:35:38thing that I've tracked consistently in
4:35:40analytics is that people will act
4:35:43differently and also I can predict which
4:35:47source is going to send me the best
4:35:50customers. You see, just because someone
4:35:53comes from a link doesn't mean they're
4:35:55going to buy or become a customer or
4:35:58really become a lead. Many times they're
4:36:01going to come look at your information
4:36:03and leave. And based on how they come to
4:36:06your site, whether it's through a blog,
4:36:08a directory, a forum, or a news site,
4:36:12has a lot to do with how they view your
4:36:14website. And it's all about the context.
4:36:17You see, this is what I've learned over
4:36:19the years is that people will behave
4:36:21differently based on how they find the
4:36:23website.
4:36:24What I found is that people from blogs,
4:36:28news sites, and articles, they tend to
4:36:31stay longer, do more, and have a higher
4:36:35chance of conversion, of becoming a
4:36:38customer or a lead. The main reason is
4:36:41because blogs and articles, they have a
4:36:44lot of context. It's an article. someone
4:36:47has taken the time to write some
4:36:48information out and then link to my
4:36:51site, which means there is a highly
4:36:53contextual reason for someone to click
4:36:55that link.
4:36:57Also, what it means is that there's a
4:37:00lot less competition for that link when
4:37:03my link is in that article.
4:37:06Compare that with social news or any
4:37:09type of social site. You see, when
4:37:12you're on a social site and you're
4:37:13looking at your social stream of
4:37:15information, there's a lot of different
4:37:17people competing for your attention, a
4:37:20lot of different things. And it's not
4:37:22just in one subject area. It's usually
4:37:25from multiple subject areas. And so, the
4:37:28context is very low because there's a
4:37:30lot of different types of information.
4:37:33And the competition for your attention
4:37:34is very high. Because of that, people
4:37:37from social sites or applications tend
4:37:41to visit more often, but they only tend
4:37:44to view one page and leave immediately
4:37:47because they're looking to see what was
4:37:49interesting and then they move on to the
4:37:51next subject.
4:37:53That's the difference between how people
4:37:56react based on where they come from. And
4:37:59so when I'm measuring links, I'm looking
4:38:02to see which links do I have, what's the
4:38:05source, and then how do those sources
4:38:09behave differently from one another, and
4:38:12why? You see, if I find that I'm getting
4:38:14links from sources that people are
4:38:17staying longer, doing more, and
4:38:19converting at a higher rate, then I'm
4:38:21going to continue to focus on building
4:38:23links in those areas because it directly
4:38:26affects how I monetize my website.
4:38:31So, here's a strategy in building links.
4:38:36One of the things I'm looking at is the
4:38:38source of links. Like I said, if I can
4:38:41find a link source that's providing
4:38:43visitors that will stay, look at my
4:38:46content, engage with the content, and
4:38:48eventually convert and convert at a
4:38:50higher rate than other sources of
4:38:52content or visitors.
4:38:55Then I'm going to focus on that source.
4:38:58And so I'm going to look at some high
4:39:00authority websites. Whether they're
4:39:02industry publications, news sites,
4:39:04education sites, those are what are
4:39:07considered high authority
4:39:09blogs, articles, news sites.
4:39:13That's what I'm looking to do. I want to
4:39:15find the most authoritative website. And
4:39:18sometimes it happens naturally. If
4:39:21people that work at those websites or
4:39:23manage those sites, if they find you and
4:39:26they like your content, they'll link to
4:39:28it and that way you can get more
4:39:31credibility, more relevancy.
4:39:34Certain people, certain organizations,
4:39:36certain websites have more authority and
4:39:38influence than others. It goes back to
4:39:41the question that I asked you early in
4:39:42this module that how do you know if
4:39:45someone is more authoritative than
4:39:47somebody else?
4:39:50We also have mid- authority websites,
4:39:52which you can get some links on, and low
4:39:54authority websites, which are very easy
4:39:56to get links. But here's what I've
4:39:58learned. When it comes to link building,
4:40:01one link from one highquality website
4:40:05can be worth hundreds or thousands of
4:40:08mid to lowquality links. Ultimately,
4:40:12it's about quality, not quantity.
4:40:18One of the things that I will do
4:40:19utilizing my link software is look at
4:40:22the context of the link. I want to see
4:40:24how relevant this is. So as I said, if I
4:40:27want to find a high relevant website,
4:40:31what I'm looking for in terms of this is
4:40:34I want to see the influence of the
4:40:36domain as well as the relevance of the
4:40:39domain. Those are two factors that we're
4:40:42going to look at when we're evaluating
4:40:45the quality of a domain. Now, as I'm
4:40:48looking at this report here, what
4:40:50influence means is that it is a high
4:40:53quality website that within the linking
4:40:57algorithm, these sites have a lot of
4:41:00authority. However, they may not be
4:41:04relevant. So for example, they may have
4:41:08a lot of sites attributing authority to
4:41:11them, but they may not be relevant to my
4:41:15industry, which is why we have the next
4:41:17column of keyword relevance. You see,
4:41:20when I'm evaluating my links, I'm
4:41:22looking for the sources that are both
4:41:25influential and relevant. That means
4:41:29that I've got a link from a site that
4:41:32fits the two standards of high
4:41:35authority. It's authoritative and
4:41:38relevant. Now, it's good to have links
4:41:40from authoritative sites that might not
4:41:42be relevant. It's still authoritative.
4:41:46However, to get the full benefit, I want
4:41:49it to be influential and relevant. But
4:41:54not to say that I'm not looking for
4:41:55links from these other sources. This is
4:41:58just a means of measuring what you have
4:42:00as well as comparing it to your
4:42:02competitors and other websites.
4:42:07Now, here's some best practices. When
4:42:10I'm optimizing anchor text, I want to
4:42:13maintain contextual relevance. So, I
4:42:16want to use text in the text link and I
4:42:19want to explain to people what they're
4:42:22linking to, what they're going to find
4:42:24when they click on that link. If I use
4:42:26an image as a link, I'm going to use an
4:42:29alt attribute because if that image
4:42:31doesn't show up, that alt attribute is
4:42:35necessary to let people know where to
4:42:37go. But also, I do get a little tiny bit
4:42:41of benefit by using that alt attribute
4:42:44within the image link.
4:42:46I also want to look at the relevance of
4:42:48the source page that I'm linking to and
4:42:50make sure contextually the link the link
4:42:53text and the content of the page is
4:42:55contextually relevant to the destination
4:42:57page. I also want to be sure that I
4:43:00don't overuse the keywords that I don't
4:43:03make multiple links to the same
4:43:06destination that I don't use the same
4:43:09anchor text over and over. I can be
4:43:12downgraded or even penalized by the
4:43:15search engine algorithm if that is found
4:43:18on my pages. So, as an example, instead
4:43:22of using click here for a how-to
4:43:24article, I might use the exact phrase of
4:43:28how to fix whatever it is and use that
4:43:31as the link to the page that has the
4:43:34content. That's a simple way of looking
4:43:37at anchor text. Am I directing someone
4:43:40to additional information? If I am, then
4:43:43how can I present it to them so they
4:43:46know exactly what they're going to find
4:43:49and link it appropriately?
4:43:52I look at as developing the next step
4:43:56for your readers. Where do you want them
4:43:58to go? What do you want them to do? What
4:44:01resources do you have available to them?
4:44:03How can you structure them so that
4:44:05they're easily understood and you're
4:44:07explaining the final destination?
4:44:12Like I said, if you overuse anchor text,
4:44:16you can be downgraded or penalized by
4:44:19the search engines. So, what I will tell
4:44:22you to do is number one, avoid overst
4:44:24stuffing anchor content. That means
4:44:27needlessly repeating keywords in the
4:44:30anchor text. Don't do that.
4:44:33Avoid being redundant. Meaning, don't
4:44:36have four or five or six links with the
4:44:39same anchor text going to the same page.
4:44:41That's a clear way of letting search
4:44:44engines know that you're going
4:44:45overboard.
4:44:47Don't just randomly place links
4:44:50throughout your text just to get the
4:44:52link. Ask yourself, are you really
4:44:56helping the reader find the information
4:44:58they need? And do it once.
4:45:01And then also avoid extremely overly
4:45:05promotional words within the link text
4:45:08such as best, expert, cheap, number one,
4:45:11those types of things. So a couple
4:45:14examples we can say for travel advice,
4:45:16click here. But I would say here is my
4:45:21travel advice and link travel advice.
4:45:25Rewrite it. Be creative.
4:45:29If it were easy, everyone would be doing
4:45:31it. But this is where you can write
4:45:34things in a better way to get the
4:45:37attention of the reader and position it
4:45:39as a resource.
4:45:41Also, utilizing your URL as the link or
4:45:45as the anchor text as well for the link
4:45:48in order to get that click. As I've got
4:45:52it here, I would not recommend that you
4:45:54use that. I would recommend that you
4:45:56avoid that.
4:45:58Also, the third line, the check out the
4:46:00best website for iPhones and iPhone
4:46:02accessories. Utilizing overly
4:46:05promotional words is one of those ways
4:46:07that you can easily get caught by the
4:46:09search engines.
4:46:12Now, for future considerations when it
4:46:14comes to links, realize that the
4:46:17majority of algorithm changes are
4:46:18linkbased evaluation refinements because
4:46:22people are constantly attempting to fool
4:46:24the search engines and develop a false
4:46:27link profile.
4:46:29You should work to create highquality
4:46:32links with highquality content. I
4:46:36wouldn't chase after poor or lowquality
4:46:39links.
4:46:44Now, as I've mentioned before, there are
4:46:46a number of tools available for you to
4:46:49manage and measure your back links.
4:46:52Tools such as link decks, ma, raven,
4:46:55advanced link manager, majestic SEO, and
4:46:58then also you can use your Google
4:47:00Analytics as well. However, Google
4:47:02Analytics only shows you the visitors
4:47:05that have come from links and what
4:47:07they've done. the basic functions of
4:47:09link management software and there are
4:47:11many other types other than what are
4:47:13listed here. But the first thing that it
4:47:16does is just provide a catalog of
4:47:20incoming links from other domains to
4:47:22your site and your competitor sites.
4:47:26They offer tools for comparison to see
4:47:28which domains are linking to you, what
4:47:30type of link it is, and on which pages
4:47:33those links are listed. They'll also
4:47:36report newly acquired links in the past
4:47:3830, 60, 90 days or something similar to
4:47:41that. The purpose of link management
4:47:44software is to help you assess
4:47:46highquality domains versus lowquality
4:47:49domains in terms of importance and
4:47:51relevance.
4:47:54Like I said, the first job of a link
4:47:56management tool is to collect all of
4:47:58your back links. You add your domain and
4:48:01the tools will usually spider the
4:48:03domain. They'll go out into search
4:48:05engines and go out into many other
4:48:07formats in order to find and retrace who
4:48:10is linking to you, what page that link
4:48:13is contained, sometimes what text is on
4:48:16that page, and what text is being used
4:48:18in the link. They will catalog all of
4:48:20your incoming links, organize them,
4:48:23format them, and report back to you.
4:48:26Most of these link programs provide
4:48:28additional filters and management tools
4:48:31so that you can get more insights about
4:48:33who is linking to you, how they are
4:48:35linking to you, and the type of site.
4:48:39Personally, I use link decks in order to
4:48:42monitor and report on my backlinking.
4:48:46So, the first report here that I'm
4:48:48showing out of links is that I see the
4:48:50total amount of incoming links to my
4:48:52domain. This says I have over 2,000
4:48:55links. And those 2,000 links are on
4:48:59about 1,000 domains. On average, it
4:49:03looks like I have about two links from
4:49:05every domain that is linking to me. So,
4:49:07this is one way that you start to look
4:49:10at your links. Number one, the total
4:49:12amount of domains that are linking to
4:49:14you and then the total amount of links
4:49:17available. This way you can isolate
4:49:20domains that are linking to you
4:49:21consistently and also find those that
4:49:24may not be the best domains or that are
4:49:27sending a lot of links that are just not
4:49:29relevant.
4:49:31The next thing I do in analyzing my
4:49:33links is to look at the type of link,
4:49:37meaning the type of site that it's
4:49:39coming from. This report breaks down the
4:49:43amount of links coming from blogs, news
4:49:45sites, directories, forums, social
4:49:48sites, articles, or resources. Now, it
4:49:51doesn't usually get all of those links,
4:49:53but it does get enough to give you an
4:49:56idea of how well you're doing in each
4:49:58channel. One of the things that I do
4:50:00like about this report is it also has a
4:50:03timeline. So I can look and see when new
4:50:05links have been acquired and maybe when
4:50:08some links have been just disappeared.
4:50:12That's called churn and it's normal.
4:50:14It's normal because many times a link is
4:50:17published on social media and it kind of
4:50:19just goes away or it's not tracked
4:50:22anymore by your link management
4:50:23software. It can't find it anymore. And
4:50:26so linking is always dynamic. You are
4:50:30always gaining new links and losing old
4:50:32links. There's going to be a normal
4:50:36amount of churn.
4:50:38The next report shows me all of the
4:50:41domains that are linking to me. It also
4:50:43shows me in the next column how many of
4:50:46those domains are also linking to at
4:50:48least one competitor. And it will list
4:50:50as many competitors I have listed in
4:50:53here. If they list to multiple
4:50:55competitors, it will let me know the
4:50:57influence of that site or the authority
4:51:01that site is seen because of the amount
4:51:04of websites and credibility that
4:51:06authority has for that domain. It'll
4:51:08also let me know the keyword relevance,
4:51:11how relevant that website is overall
4:51:15contextually to my domain and the
4:51:17content that I have. It will also let me
4:51:20know how many pages on that domain have
4:51:22links to my website. So I can also go
4:51:25through and I can filter this list by
4:51:28the type of site. I can filter by those
4:51:31domains that are using anchor text to
4:51:33see how much anchor text is being used
4:51:36and what type of anchor text. There are
4:51:38many different ways that you can filter
4:51:40through all of the domains that are
4:51:42linking to you in order to get an idea
4:51:46of what's happening on your domain. what
4:51:49are competitors doing and also the
4:51:51relevance of those links to your site.
4:51:56Now when I say that I can add
4:51:58competitors, this is another type of
4:52:00report very similar to the one I showed
4:52:02earlier where I look at my own standing
4:52:04in the different types of sources of
4:52:07links such as blogs, directories, forums
4:52:10and so on. I can also when I add my
4:52:12competitors look to see how they are
4:52:15performing in those different areas as
4:52:18well. And so I can compare my link
4:52:21profile to my competitors. Different
4:52:24industries are going to have different
4:52:26backlink profiles. They might be more
4:52:28heavily weighted towards blogs or they
4:52:31might be more heavily weighted towards
4:52:32forums or social sites. In this way, I
4:52:35can look to see if my competitors are
4:52:38actively link building and how they're
4:52:40going about it. I can see where maybe
4:52:42they are excelling in one area that the
4:52:45rest of the competitors are not. So, I
4:52:47can compare different strategies. I can
4:52:49also compare different timelines to see
4:52:52if I am acquiring links at a faster rate
4:52:55than my competitors. This is very
4:52:57important if you are a newer business or
4:52:59a newer website trying to compete.
4:53:02Now specifically what I can do is look
4:53:05at an individual domain. In this case
4:53:08this domain has three pages linking to
4:53:11me and that domain also links to two of
4:53:14my competitors. I can look at the
4:53:16specific pages and what I'm looking at
4:53:18here are snippets. This should be
4:53:20familiar to you because what it's
4:53:22showing is the URL of the page that's
4:53:24linking to my page. It shows me the page
4:53:28title of that page. And then in this
4:53:31report, it lets me know if there are any
4:53:34keywords being used in the link in the
4:53:36anchor text as well as the number of
4:53:39links from that page. Now, what this
4:53:42tells me is that this is most likely a
4:53:45directory, something that is listing all
4:53:48the different places that where you can
4:53:50buy products because it's most likely
4:53:53linking to the domain name. Seeing that
4:53:56there are no keywords being used in
4:53:58anchor text and also that there are 16
4:54:02outbound links from that page that means
4:54:05that it must be a list of some sort and
4:54:08they are linking not only to me but most
4:54:10likely to competitors as well. So I can
4:54:13track my links at the domain level and
4:54:16at the page level. I can look to see
4:54:18which pages might have more influence or
4:54:20relevance to my content. I can also see
4:54:24the link URL, the page title, if any
4:54:27keywords are being used in the anchor
4:54:29text and also within the context of how
4:54:33many additional links are leaving from
4:54:35that page. If there are a high amount of
4:54:38outgoing links on that page, then a link
4:54:41from that page might not be as valuable
4:54:44since there are so many links. The less
4:54:47links there are coming out from that
4:54:48page, the more it will benefit my site
4:54:51because I'm getting more benefit from
4:54:53less links.
4:54:56Now, also what I'm going to do is
4:54:58compare the link reports to my
4:54:59analytics. I'm going to go to my
4:55:01analytics because linking software does
4:55:04not show traffic. It doesn't show how
4:55:07many people are clicking on the link. It
4:55:09only shows who's linking to you, but it
4:55:12does not show visitor activity.
4:55:14Analytics will show you visitor activity
4:55:17to see which domains are most effective
4:55:20in sending visitors to your site. If you
4:55:23go back to the primary benefits of
4:55:25linking, visitors, branding, and
4:55:28business analytics show me visitors and
4:55:33business. It shows me which domains are
4:55:35sending me visitors and which of those
4:55:37visitors are becoming customers.
4:55:40So what I can do is go to Google
4:55:42Analytics, look at all the domains that
4:55:45are referring traffic to my site. I can
4:55:49also click on the domain and see the
4:55:51destination page that they are linking
4:55:53to. I can see how many visitors are
4:55:56coming, either monthly or annually, how
4:55:58often they're coming back, whether
4:56:00they're new users or repeat users, how
4:56:03long they stay, how many pages they
4:56:05view, and how many conversions as a
4:56:08result of those visits. This is a great
4:56:11way to get a 360°ree view of your
4:56:15linking because not only do you want
4:56:17links that will help you rank better,
4:56:20you also want links that will send
4:56:22business and customers to you as well.
4:56:25Building links can take many forms.
4:56:28Ideally, it is through networks,
4:56:30relationships, and marketing that other
4:56:33websites and users learn about you, like
4:56:37you, and recommend you to others.
4:56:40Unfortunately, there is a lot of bad,
4:56:42outdated, and untrustworthy advice to be
4:56:46found about building links to your
4:56:47website. In this section, I'll present
4:56:51the best practices as accepted by the
4:56:54OMCP standard.
4:56:56The objectives for this module that
4:56:59you'll be able to develop a link
4:57:01building strategy that you'll understand
4:57:04the value of different link types.
4:57:07Finally, you'll be able to find inbound
4:57:10link opportunities.
4:57:12The first step in building links is to
4:57:15evaluate what you have. Now, there are
4:57:18many tools available that you can
4:57:21utilize to do this for you. There are
4:57:23automated tools that you can get that
4:57:26will catalog all of the incoming links
4:57:29to your website. Some of them are links,
4:57:33ma, raven, or advanced link manager.
4:57:37There are many that can do that. You may
4:57:39also want to utilize your analytics as
4:57:43well in order to find websites that link
4:57:46to you. The first step is evaluating
4:57:50where you are right now. Your incoming
4:57:54links have a significant impact on your
4:57:56rankings and you can do a lot of onpage
4:58:00optimization and see some results.
4:58:03However, a lot of Google's algorithm
4:58:07takes into account links from other
4:58:10highquality websites.
4:58:13Now, when you evaluate what you have, in
4:58:16this example, I'm showing you a
4:58:18screenshot from Linkex.
4:58:20Link decks cataloges the incoming links
4:58:23to my website and it groups them into
4:58:26different areas. The first way it groups
4:58:29them is by high value or high influence
4:58:32domains. Those are websites that link to
4:58:36me that have a lot of influence, not
4:58:40necessarily in my industry, but high
4:58:43influence based on the amount of people
4:58:45that link to them as an authority on
4:58:49many different subjects. The next way
4:58:52that it groups that is based on
4:58:54relevance. Now this is when it looks at
4:58:59the match of my content versus the
4:59:03content of the other website. In the
4:59:05first example, we can see the National
4:59:07Library of Medicine. It is a high
4:59:10influence website because it is a
4:59:13government website with a lot of
4:59:15information that is cited frequently.
4:59:18Because of the amount of other websites
4:59:21linking to that site, it has a high
4:59:23amount of influence. Now based on the
4:59:26website that I am measuring
4:59:30there is a lot of keyword relevance
4:59:33meaning that that national library of
4:59:35medicine site with the government has a
4:59:38lot of content that's very similar to my
4:59:40site a lot of the same keywords are
4:59:42being used. So not only is this website
4:59:46of high influence it also has a lot of
4:59:49relevance and that's key when evaluating
4:59:52my back links.
4:59:54I want to look at which websites are
4:59:56also referring traffic. So while I may
5:00:00have a link from the National Library of
5:00:02Medicine, I want to look at my analytics
5:00:05and look to see is it also providing
5:00:09visitors. Are visitors following that
5:00:11link to my site and I also want to look
5:00:14at the quality of traffic that it
5:00:16produces. Do these visitors stay longer
5:00:20than average? Do they convert more than
5:00:23average? I want to look at the quality
5:00:25of traffic based on the source.
5:00:28Next, I want to look at the incoming
5:00:30links from those other websites. Number
5:00:33one, I want to make sure that the
5:00:35incoming link from the other site is
5:00:38both accurate and relevant. Meaning, the
5:00:42text that is used in the link, is it
5:00:44accurate to the content that will appear
5:00:47on the page when the visitor clicks that
5:00:49link? Is the content relevant? This is
5:00:53especially relevant if I have updated my
5:00:55website, changed the content, or moved
5:00:58things around. I want to be sure that
5:01:01that incoming link sends visitors to the
5:01:04appropriate page and the appropriate
5:01:07information. I also want to ensure that
5:01:10that link is worded correctly, that it
5:01:12uses the right words, that is sending
5:01:15visitors and setting expectations of the
5:01:18content that they will see.
5:01:21I may need to contact the website
5:01:23manager or owner and maybe ask for a
5:01:26better link text or a more accurate page
5:01:30destination. Now, this requires some
5:01:33interaction with the owner or manager of
5:01:37another website and you always want to
5:01:39be respectful of their time and not
5:01:42demanding that they make any changes. In
5:01:45some cases, the organization may be so
5:01:47big you may never find the right person
5:01:50in order to optimize the text or the
5:01:54destination of that link. You always
5:01:57want to look for accuracy in cases where
5:02:00your company or website name is utilized
5:02:02in the link, but also if there is any
5:02:05contact information such as address,
5:02:08phone number, a description of your
5:02:10business, and any content. Make sure
5:02:13it's accurate and it all points to the
5:02:15right place.
5:02:17Another way to look for links is to
5:02:20simply go to a search engine and start
5:02:22doing searches. Search for your company,
5:02:26your business, your company name, and
5:02:29look for websites that may mention you
5:02:32but do not have a live link to your
5:02:34website.
5:02:36Many times your company will be
5:02:38mentioned or cited, but there will not
5:02:41be a live link. You can only find these
5:02:44through doing searches and seeing which
5:02:47websites mention you without linking to
5:02:49you. Now, this could be an opportunity
5:02:52to get an easy link, especially if you
5:02:55can find some contact information and
5:02:58finding the right person that could add
5:03:01a link to your company information.
5:03:04Again, you'll need to be polite, ask for
5:03:07their help, and it will help it if you
5:03:10can develop the link along with the link
5:03:13text and send that over, giving them
5:03:16just a quick and easy edit to be able to
5:03:20add the information. So, make it as easy
5:03:23as possible.
5:03:25As an example, I've provided a sample
5:03:28request format.
5:03:30Again, you want to be polite. You want
5:03:32to be inviting and respectful of their
5:03:35time and their management. Sometimes,
5:03:39like I said, you may find the right
5:03:41person that can help you. However, the
5:03:43larger the company, the more difficult
5:03:45it will be to make this happen. This
5:03:49just requires your patience and again
5:03:53being polite and not expecting the
5:03:56company to do what you are asking.
5:04:00Many times this is just a formality and
5:04:03sometimes companies will act on it. So
5:04:06be sure to approach this with the right
5:04:08expectations.
5:04:10The next thing I want to look at are
5:04:12business listings. These are the easy
5:04:14ways to establish links and ensure that
5:04:18links are where they should be and also
5:04:22opportunities.
5:04:24Look for business directories especially
5:04:27if your company has a local presence.
5:04:30You can utilize Chamber of Commerce
5:04:32lists, association lists, or local
5:04:35listings. If they are on websites, see
5:04:39if they offer links that can go to your
5:04:42website rather than just the list of
5:04:44businesses that are in the area. Even on
5:04:47a larger level, you can look for
5:04:50associations, directories, or listings
5:04:53where you can add your business or
5:04:55double check if your business is there.
5:04:58And always ensure that your business
5:05:01name, address, phone number, and URL are
5:05:05correct, complete, and consistent with
5:05:08other listings.
5:05:11The next level will require some active
5:05:14marketing, and that's where you search
5:05:16for opportunities.
5:05:18You can go out and look for other
5:05:19resource lists within your industry or
5:05:22directories of businesses within your
5:05:25industry. and you can get a link many
5:05:28times through membership or submitting
5:05:30your business as a resource.
5:05:33However, you may want to step up your
5:05:35marketing. You can do that by
5:05:38interviewing your clients, seeing if
5:05:40they might be willing to provide a
5:05:42testimonial and a link to your website.
5:05:45You may also want to go out and find
5:05:47other communities online, maybe some
5:05:50social communities that are relevant to
5:05:52your industry.
5:05:54Get involved with those communities.
5:05:56Fill out a profile and get involved by
5:05:59contributing information. By sharing
5:06:02information, you'll find that people
5:06:05like getting information and they'll
5:06:07respond by linking to your site.
5:06:11Another option is to utilize the tool
5:06:14that you had for indexing your links
5:06:16from the first step. You can also add
5:06:19your competitors and you can look at
5:06:21their back links. You can look and see
5:06:23which websites and which domains are
5:06:25linking to your competitors, but you
5:06:28always need to go and see why. What are
5:06:31those other sites linking to? And what
5:06:34is the nature of that link? Sometimes it
5:06:37may exclude you from being able to
5:06:40approach competitors back links and ask
5:06:44them for links. However, if they're
5:06:47being linked to by companies that are
5:06:50simply stating, "Here are vendors in
5:06:53this space and they are linking your
5:06:55competitors and you're not there," then
5:06:57it might make a lot of sense for you to
5:06:59approach and ask if you can be listed as
5:07:01well. However, be sure that the links to
5:07:06your competitors are not from a consumer
5:07:08or customer relationship. In that case,
5:07:12it might be out of line for you to ask
5:07:14for a link. Make sure if you approach
5:07:17anyone who's linking to a competitor and
5:07:20asking for a link to your site, make
5:07:22sure the context is right and that it
5:07:24makes sense for them. And that's the
5:07:27ultimate judge of value. Does it benefit
5:07:31somebody else to link to your site? We
5:07:35all know that it will benefit you, but
5:07:38when you present your link request, you
5:07:41need to offer value and a benefit for
5:07:44others to link to you. So, be sure that
5:07:47you present it in a way that is
5:07:49beneficial and good for those people
5:07:53that will be adding the link. They're
5:07:55the ones that have to take the work to
5:07:57do it, and they're also the ones that
5:07:59are adding a recommendation for you and
5:08:02your business. So, as always, you need
5:08:05to be considerate and patient.
5:08:09Now, the best way to build links is by
5:08:13creating something that people like and
5:08:16sharing it. You see, the best way to
5:08:19build links is by creating value through
5:08:23content or information or entertainment.
5:08:27You see, when people like things, they
5:08:30link to it. If they find a study or a
5:08:33white paper or research that you
5:08:35performed, they link to it. If you post
5:08:39a infographic that explains something
5:08:42and it's attractive, people link to it.
5:08:47You see, that's what's most amazing
5:08:50about linking. I find that when we put
5:08:53most of our effort into creating content
5:08:56that people like, that's what builds the
5:08:59most valuable and the most relevant
5:09:02links. And so what type of content?
5:09:04Well, you can create infographics,
5:09:07videos, top 10 lists, or articles.
5:09:11Articles with advice or analysis of
5:09:13market data or even research.
5:09:17That type of content, people love it.
5:09:19And so when you publish it out, you
5:09:22utilize social media to extend the reach
5:09:24and the visibility of that type of
5:09:26content and recommend it to others. Now,
5:09:30people also like, depending upon your
5:09:32industry or your business, they also
5:09:34like some personality, maybe some humor.
5:09:38People always like expert information.
5:09:41They like the cute. This is why pictures
5:09:43of cats tend to be liked and linked to
5:09:46more than almost anything else. and also
5:09:48the unexpected.
5:09:50If you can inject any of that into your
5:09:54content, that just makes it more
5:09:56valuable, more personable, and again,
5:10:00more sharable by other people. And every
5:10:03time someone shares it, it builds a link
5:10:05to your site.
5:10:07You see, the best linking is when people
5:10:10like something. When you create
5:10:13something that people like and share,
5:10:15you might be surprised at the many
5:10:18opportunities there are to get links
5:10:21based on your content. I've seen many,
5:10:24many blogs based on cooking, fashion,
5:10:27arts, sports, music, and when people
5:10:32specialize within a specific topic, they
5:10:34always find an audience. And so anything
5:10:37they publish builds links. Even on
5:10:41certain social media sites such as
5:10:43Pinterest, people upload pictures on
5:10:46articles and infographics,
5:10:49especially about landscaping, flowers,
5:10:52food, cars, you name it. There is a
5:10:55special interest for anything. And you
5:10:57can develop links from those social
5:10:59sites to your site and it can generate
5:11:03traffic
5:11:05even with a blog. Developing articles
5:11:08that talk about upcoming events, new
5:11:10music, sports, whatever it is. When you
5:11:13create content that people like,
5:11:16it takes the longest amount of time to
5:11:18build content for building links. When
5:11:21you develop your own content, that's the
5:11:24biggest investment you'll make in time
5:11:26and research and writing and
5:11:28presentation.
5:11:30However, the result is that when you
5:11:34develop that content, you will receive
5:11:36the best and highest quality links and
5:11:40the most valuable links are going to be
5:11:44to that content. As I mentioned before,
5:11:47one highquality link can be worth more
5:11:50than hundreds or thousands of lowquality
5:11:53links. So, my best advice is to create
5:11:57content that people like that they link
5:11:59to, and that will be high value links
5:12:03that you'll generate to your site.
5:12:05>> Google Tag Manager, thanks for joining,
5:12:08and let's get started with this simply
5:12:10learn webinar. So, let's start out with
5:12:14YGTM. So, let's just say you're Sam and
5:12:17you have your own ecommerce website and
5:12:20you want to understand how people are
5:12:22interacting with your website. Well,
5:12:24Sam, today's world of websites contain a
5:12:29lot of interactivity. Everything from
5:12:30videos to PDF downloads to commenting to
5:12:35form submissions
5:12:37uh to all sorts of chat functionality,
5:12:40interactivity going on throughout the
5:12:42website. So there's just a lot that you
5:12:45need to track outside of just page
5:12:48views. And so really what GTM does is
5:12:52they help you track all these things I
5:12:54just mentioned. Everything from somebody
5:12:56clicking on the play button of a PDF to
5:12:58somebody clicking on the submit button
5:13:00of a form to somebody entering in
5:13:02something on a chat function. So that's
5:13:05what GTM is. So why GTM? Because it
5:13:08helps us track all that interactivity.
5:13:10So all GTM is is really allows you to
5:13:14really place a piece of Java code, which
5:13:17is just script. And this script that's
5:13:20added to a web page to collect
5:13:22information. So that's really what a tag
5:13:25is. It's just some script that gets put
5:13:27on a web page in order for you to
5:13:29collect information like page views,
5:13:31clicks, etc. And they send it to
5:13:34third-party tools. Okay, so that's what
5:13:37GTM does. it it basically allows you to
5:13:40take all these tags that collect
5:13:42information and you can use them in GTM.
5:13:47So if you want to for example collect
5:13:50how many people you know enter a chat
5:13:54functionality and start chatting well
5:13:57you're going to take that script and
5:13:59you're going to put it in GTM and GTM
5:14:01will then allow you to start tracking
5:14:03that information. So that's really what
5:14:05GTM is. It just allows you to put tags
5:14:08into a container or think of it as a toy
5:14:10box. You have all these toys and you
5:14:12want to track well you can put all those
5:14:14those toys or tags in a toy box or
5:14:17container. We're going to talk a little
5:14:18bit more about that. But before we get
5:14:21into GTM, let's just say you know you're
5:14:24communicating with your developer and
5:14:26there's a new user request on your web
5:14:29page and you want to update the tag.
5:14:32Well, your developer considering it's
5:14:35probably a small update to your website,
5:14:37is probably going to not um hesitate and
5:14:41is going to go ahead and turn around and
5:14:42do it normally. And so, normally what
5:14:45happens is the developer is going to go
5:14:47to the website and update the tag. Well,
5:14:49what if you have a few things that you
5:14:51want to track? All those things I
5:14:53mentioned before from downloads to
5:14:55clicks to, you know, somebody checking
5:14:57out to watching a video. Well, your web
5:15:01master, your web developer is going to
5:15:02go, well, hold on a second. Now, all
5:15:04these requests are going to take time. I
5:15:06need to put them into the work queue, so
5:15:09to speak. Well, what happens is when
5:15:11they go into work, usually it's going to
5:15:13take some time. And in some cases, you
5:15:17as a marketer need to launch a campaign.
5:15:20And you want to get that tracking uh
5:15:22added to the website in time for the
5:15:24campaign launch. So, you want to go
5:15:26ahead and quickly turn around the
5:15:28tracking for that particular campaign.
5:15:30Let's just say you're launching a
5:15:31campaign and you're sending people to a
5:15:33landing page that has a form submission
5:15:35and you want to be able to track how
5:15:37many people click on the submit button
5:15:38of that form submission. Well, if you
5:15:40need to turn that around, your developer
5:15:42is like, "Well, I need to put that in a
5:15:43work queue." The timing isn't going to
5:15:45always work out between you and your
5:15:47developer is my point. And so, that's
5:15:49where GTM comes in because there is a
5:15:52solution. and update your tags faster.
5:15:55And that's Google Tag Manager. So when
5:15:58we say GTM, that's what GTM stands for,
5:16:00Google Tag Manager. It's a place for you
5:16:03to add tags quickly and easily. So tags,
5:16:07remember, are just snippets of code that
5:16:09allow you to track things on your
5:16:11website interactivity interactivity.
5:16:14And basically, when you have GTM, you
5:16:17can bypass the web master and do it
5:16:20quickly and easily. So that's what GTM
5:16:23is all about. So why GTM? Because we
5:16:26just identified two benefits. One, you
5:16:28could track all the interactivity on
5:16:30your website and two, you can bypass
5:16:33your web developer or web master. And so
5:16:36that's the benefit of GTM. So the
5:16:38benefit you get those tags updated very
5:16:42quickly via Google Tag Manager. Okay. So
5:16:45that's what Tag Manager is. So, what
5:16:47we're going to talk about today is
5:16:50specifically what Tag Manager is and
5:16:52what it does. We're going to list some
5:16:53of the benefits of Tag Manager. We're
5:16:56going to show you how it works and then
5:16:58we're going to show you how to get
5:16:59started with Tag Manager. Tag Manager,
5:17:02if you're not familiar with working with
5:17:04web masters and dealing with JavaScript
5:17:06and tags and all this jargon is just new
5:17:09to you today, okay, well, don't fret.
5:17:12Sit back. We're going to take it slow.
5:17:14This is an introduction into Google Tag
5:17:16Manager. Again, let's start out with
5:17:18what is Tag Manager. So, we've already
5:17:20introduced it to some degree because we
5:17:23already introduced this as a tool where
5:17:25you can put all your tags into a
5:17:27toolbox, toy box or container, so to
5:17:30speak, right? And we already mentioned
5:17:32that, hey, you can bypass your web
5:17:34master. So, you're probably thinking,
5:17:35well, if I'm if you're not familiar with
5:17:37Tag Manager, how can I bypass my web
5:17:39master? Well, first of all, it's a free
5:17:41tool and it's a Google tool, hence the
5:17:43name Google Tag Manager. And it helps
5:17:45you really, that's the main point is
5:17:47deploy and track tags on your website
5:17:49bypassing your web master. So that's Tag
5:17:52Manager. And so examples of tags that
5:17:55can be deployed via Google Tag Manager
5:17:58are numerous. These are just some
5:18:00examples like Google Analytics,
5:18:02Facebook's pixel tracking, or Google
5:18:05Ads. There's no limit into the number of
5:18:09tags you can track in tag manager. There
5:18:11is no limit. You can add any number of
5:18:14tracking tags in Tag Manager. Okay. So,
5:18:17some of the benefits well again I we
5:18:20just listed two. You can put any tag
5:18:22into tag manager and track that onto
5:18:25your website and we know you can bypass
5:18:27your web developer or web master. And
5:18:29what it also does is it also allows you
5:18:32to test and deploy your JavaScript codes
5:18:36quicker. So remember, these JavaScript
5:18:38codes or snippets of codes are just
5:18:41there to track certain things on your
5:18:43website, whether that be a page view or
5:18:46somebody clicking on a play button or
5:18:49tracking somebody who converts or even
5:18:50just goes to your website. So the
5:18:52biggest benefit is you can take that
5:18:54snippet of code. Let's just say
5:18:56Facebook. Let's just say you're doing
5:18:58Facebook marketing and you want to put
5:19:00that Facebook pixel on your website so
5:19:03that you could track people who come
5:19:04from Facebook and convert. Well, you
5:19:06don't need to put that Facebook pixel on
5:19:08your website. You can go right to Tag
5:19:10Manager and you can put that snippet of
5:19:12code right in Tag Manager really
5:19:14quickly. And the other benefit here is
5:19:18all tags are managed in one place. And
5:19:20that's that to me is really a good
5:19:22benefit because when you start adding
5:19:24tags on your website and you have some
5:19:26tags in tag manager, it just gets very
5:19:28confusing. So ideally all the tracking
5:19:31code you have on your website needs to
5:19:34be in tag manager. Think about that. All
5:19:36the tracking, so if you're doing Bing or
5:19:38you're doing Facebook or you're doing
5:19:39Twitter or you're doing LinkedIn and
5:19:41you're doing Google, you're doing all
5:19:42this type of marketing on all these
5:19:45different platforms, you're going to
5:19:46have tracking code for all these
5:19:48different platforms. And instead of
5:19:50putting all that code on your website,
5:19:52return going to slow down the slow load
5:19:54time of your web page and website, you
5:19:56want to put them all in tag manager so
5:19:58they can be organized and you know
5:20:00exactly what you're trying to track. And
5:20:02the other great benefit of tag manager
5:20:04is there's a versioning control. So
5:20:07let's just say you have added tags to
5:20:10your website via GTM for the last 6
5:20:12months. Well, and let's just say you add
5:20:15another tag yesterday. If you added that
5:20:17tag yesterday and something doesn't
5:20:19work, well, you can just roll back to a
5:20:20previous version. It's that simple. So,
5:20:22you have versioning and that's that's a
5:20:24good thing. When you have versioning,
5:20:26you can control what gets published. And
5:20:28if something doesn't work after it gets
5:20:30published, then you can roll back to a
5:20:32previous version. So, it's a a piece of
5:20:34mind, so to speak. Just because you've
5:20:36add code to your site, there's no
5:20:38guarantee it's going to work. And so,
5:20:39you can always control what version
5:20:41you're dealing with in Tag Manager. And
5:20:43we'll talk a little bit more about that.
5:20:45So the biggest benefit here to me with
5:20:47tag manager is you have event tracking.
5:20:50And so we talked about some of the
5:20:52things you could track on your website
5:20:54from videos from play buttons to
5:20:57somebody clicking on the stop on the
5:20:59video or pausing it all the way to
5:21:02somebody again chatting or let's just
5:21:05say somebody clicking on that purchase
5:21:07button on your website. Okay? And you
5:21:09want to track all these different
5:21:11things, these different interactivities
5:21:13and buttons. Well, event tracking is
5:21:16what you're going to use to track all
5:21:17those buttons. And to me, this is the
5:21:20biggest benefit of Tag Manager. And I'll
5:21:22show you some examples as we go along.
5:21:24And if we didn't mention it already,
5:21:26I'll mention it again. It is free. Tag
5:21:28Manager is free. There's no limit. So
5:21:30once you have Tag Manager going, you can
5:21:32add as many tracking codes as you want.
5:21:35There's no limit on the number of
5:21:37tracking codes you can add to Tag
5:21:39Manager. Okay? So it's free and you can
5:21:41use it to its fullest advantage. Okay?
5:21:43Okay. So, it's also high security,
5:21:45meaning that it has different levels of
5:21:47permissions. Okay. So, you can have uh
5:21:50somebody just go in and look at the
5:21:53different tags and tracking codes you
5:21:54have in GTM or you can have somebody who
5:21:57is very familiar with tag manager and
5:21:59can go in and add the tracking code to
5:22:01tag manager and then publish that
5:22:03tracking code when it gets added. So,
5:22:05those are all the benefits. Let's talk
5:22:07about how it works. Now, specifically,
5:22:09how does Tag Manager work? cuz you're
5:22:11like, "Rob, okay, again, a lot of
5:22:13jargon. You know, you you got tags and
5:22:16JavaScript and and versioning and
5:22:19publishing and all this other stuff."
5:22:21Well, I know I'm throwing a lot at you
5:22:23at once, but just bear with me here,
5:22:25okay? So, let's start talking about how
5:22:27it actually works. So, you have a
5:22:30website, okay? Whatever that domain is,
5:22:33you have a website. And there's chances
5:22:34are on your website you have some form
5:22:37of interactivity. Whether that be a
5:22:39video, whether that be a blog, whether
5:22:42it be a form submission, you have a
5:22:44website with some interactivity. And
5:22:46let's just say you're even thinking
5:22:47about getting ready to launch some type
5:22:49of campaign on maybe Google or Facebook
5:22:52and you want to drive traffic to your
5:22:53website. Fair enough. You're joining the
5:22:55millions of other websites that are out
5:22:57there that have interactivity that also
5:22:59drive traffic to the website. So, in
5:23:01comes Google Tag Manager. And so tag
5:23:04manager is important because again we
5:23:06know we want to track people coming from
5:23:08that Facebook campaign or that Google
5:23:10campaign interacting with our site. So
5:23:12if you are running Facebook and you are
5:23:15running Google Analytics, well guess
5:23:17what you want to put that tracking code
5:23:20in tag manager. So Google Analytics
5:23:23being a Google product works very nicely
5:23:25with tag manager. Facebook has its own
5:23:28tracking code and but you still want to
5:23:30be able to track people who come from
5:23:32the Facebook campaign to your website.
5:23:34So you're going to get that tracking
5:23:35code from Facebook and put it in tag
5:23:37manager. That's generally how it works.
5:23:40So here information from your website is
5:23:42shared with another data source through
5:23:44tag manager. So think about that. If I
5:23:47add Facebook tracking code to tag
5:23:49manager or let's just say I add Google
5:23:51Analytics tracking code to tag manager,
5:23:53tag manager is the one that's pushing
5:23:56out and doing all the heavy lifting.
5:23:58They're the ones that are controlling
5:24:00what code gets fired and what code
5:24:02doesn't. So if you're putting the code
5:24:04in tag manager, tag manager is
5:24:05controlling the code. Think about it
5:24:07that way. And let's show you an example
5:24:09of what that looks like. So here I am.
5:24:11I'm in Tag Manager. I just went to tag
5:24:13manager.google.com.
5:24:15And here I could see a list of tags. So
5:24:18in our conversation, we're talking about
5:24:21tracking Facebook and we're talking
5:24:22about tracking Google Analytics. Well,
5:24:24Google Analytics is easy because it's a
5:24:27Google product. So here, if I look at
5:24:29all the different tracking code I have
5:24:32on my website through Tag Manager, let's
5:24:34just take a look at Google Analytics. So
5:24:37if you're going to use Tag Manager, you
5:24:38might as well put the Google Analytics
5:24:40code in here. So here I can see I have
5:24:43Google Analytics as a tag in tag
5:24:46manager. Now for Facebook, if I'm
5:24:49running a Facebook campaign, well I can
5:24:51take that pixel tracking and put it in
5:24:53GTM as well. And here I could see
5:24:56Facebook pixel. That is that code is
5:24:58added to GTM. I just basically took what
5:25:02Facebook gave me and put it into Google
5:25:04Tag Manager. So you could see I can add
5:25:07Facebook and Google Analytics. Again, I
5:25:10can't stress it enough. Any tracking
5:25:12code from any platform I can add to
5:25:15Google Tag Manager in order to track the
5:25:18behavior from those sources. So, let's
5:25:20take a little bit deeper dive into how
5:25:24Tag Manager works. So, I just showed you
5:25:26an example of how you could take
5:25:27Facebook and Google Analytics code and
5:25:30put it into Tag Manager. But if you're
5:25:32not familiar with Tag Manager, then how
5:25:34do I do that? Well, let's talk about the
5:25:36structure and how Tag Manager works. So
5:25:39when you have a tag manager account, you
5:25:41have a container. Remember I mentioned
5:25:43toy box earlier. You have a bunch of
5:25:46toys. If they're they're code and you're
5:25:48tracking different bits of code from
5:25:50different platforms like Facebook, think
5:25:52of those as toys and you have a toy box.
5:25:54Okay? Well, that's what this code is and
5:25:56that's what a container is. The code is
5:25:58the code and that's going to go into the
5:26:00toy box or container. And so the way tag
5:26:03manager works is you have tags,
5:26:05triggers, and variables. So, if I take
5:26:07my Facebook tracking code and put it
5:26:10into a container, I need to set up a tag
5:26:13and a trigger. Okay. So, let's take a
5:26:15look at what that is. So, first, if I go
5:26:18back to tag manager, I'm going to have
5:26:20an account. And if I have an account,
5:26:22I'm going to have a container. So, here
5:26:24I'm just going to click on an account
5:26:26with a container. And a container is
5:26:28nothing more than what website you're
5:26:31adding the tracking code to. Okay?
5:26:34That's all the container is. We're just
5:26:36letting Tag Manager know this is the
5:26:38website we're adding all this code to.
5:26:41So you have tags, triggers, and
5:26:43variables. That's the structure of tag
5:26:46manager. So tags are just what it says,
5:26:49tags. What are we trying to quote
5:26:51unquote tag? Well, if it's Google
5:26:53Analytics, that's easy. Here I could see
5:26:56I have Google Analytics added. So if I
5:26:59click on Google Analytics, here's my
5:27:01tag. And if I take a little bit of a
5:27:03deeper dive there, since Google
5:27:06Analytics is a Google product, it
5:27:08integrates already with tag managers.
5:27:11It's pretty easy. I can just choose
5:27:13Google Analytics. Then I'm going to
5:27:15check page view. And that's my tag. Now,
5:27:18every tag needs a trigger. Okay. So, I
5:27:22need to tell tag manager how or when to
5:27:25fire the Google Analytics tracking code.
5:27:28So in this case, I'm going to tell Tag
5:27:30Manager to fire on all pages. So if I
5:27:34get somebody a visitor to my website,
5:27:37Analytics is firing on all pages. So
5:27:39whatever page that visitor lands on,
5:27:41Google Analytics is going to fire. So
5:27:43that's really what it comes down to is I
5:27:46have a tag and I need to tell Tag
5:27:49Manager when to trigger that tag. That's
5:27:52really what the structure of Tag Manager
5:27:55is. It's tags, triggers, and variables.
5:27:58And variables, what we're going to talk
5:27:59about here in a couple minutes. But you
5:28:02have a piece of code. You're going to go
5:28:03ahead and put that into tag manager.
5:28:06You're going to tag it, and then you're
5:28:08going to fire that trigger. So, let's
5:28:10take a look at another example here. If
5:28:12I go back here, you can see Facebook.
5:28:14Well, here's my Facebook pixel. Okay,
5:28:17that's my tag. So, when is it going to
5:28:19fire? Well, it's going to fire on a
5:28:21specific domain or subdomain. That's
5:28:23basically what we're doing. We're trying
5:28:25to tell GTM when to fire that particular
5:28:30tag. So those are the three main
5:28:32components. A tag, okay, which is going
5:28:35to contain the JavaScript code that you
5:28:38get from say Facebook. The trigger. So
5:28:41you're going to go into tag manager and
5:28:43tell tag manager want to fire that code.
5:28:46That's the trigger. And then you have
5:28:48variables. And so variables are
5:28:51basically just additional information
5:28:54that tag manager may need for your tag
5:28:56and trigger to work. So that's what a
5:28:58variable is. It's there to get the tag
5:29:00and trigger to fire. So variables are
5:29:03divided into builtin and userdefined
5:29:06variables. So common used variables
5:29:08include say page path or page URL or
5:29:12host name or click class. Again, they're
5:29:15there. And these examples I just gave
5:29:17you are there to get your tag and
5:29:20trigger to work. Think about it that
5:29:21way. They're just that's a component.
5:29:23And if I go into tag manager here and
5:29:26here on the left side, I can see
5:29:28variables. So remember, I have builtin
5:29:31and userdefined. So builtin means that
5:29:34tag manager already built these for me.
5:29:37So in case I need to get my trigger to
5:29:40work with my tag, I can use a variable.
5:29:43So those are built in and then I have
5:29:46userdefined. So these are what I define.
5:29:48These are what I created. And again the
5:29:50variables are there to get the tag and
5:29:53trigger to work. Okay. So that's the job
5:29:55of the variable. The job of the tag is
5:29:58to host that JavaScript code. Okay. In
5:30:01the case of Facebook or analytics,
5:30:03that's where we're putting our code. So
5:30:05here, if I click on Adwords remarketing,
5:30:08again, it's a Google product, so I don't
5:30:10really need to even deal with code. I'm
5:30:12just going to select Google AdWords
5:30:14remarketing. Okay. So, you could see GTM
5:30:17integrates nicely with some of the other
5:30:20Google products. But let's just say you
5:30:22have a Facebook pixel tracking code.
5:30:25You're going to choose custom and you're
5:30:27going to put the code here. So, that's
5:30:29part of the tag. And then the trigger
5:30:31again is there to get the tag to fire.
5:30:33So, you're telling GTM when to fire the
5:30:35tag. and the variable is there to help
5:30:38you make sure that that trigger and that
5:30:41tag work together. So that's how all
5:30:44three kind of work together. You need
5:30:46the tag to put the code. You need the
5:30:48trigger to tell GTM when to fire the tag
5:30:51and code. And the variables there to
5:30:53help you define when that tag and
5:30:56trigger should work or how it should
5:30:57work. So again, review tags are they're
5:31:00just small codes of JavaScript are
5:31:02tracking pixels on your website. And so
5:31:04tags are allowed to manage events like
5:31:06scroll tracking, remarketing, clicks,
5:31:08downloads, files, play buttons, you name
5:31:11it. Even clicks on external links. For
5:31:14example, let's just say you have a click
5:31:16uh or a Facebook uh icon on your site
5:31:18and when somebody clicks on it, they go
5:31:20to Facebook. You want to maybe track
5:31:22that. You're going to create a tag.
5:31:23Okay, the trigger is there because you
5:31:26need to tell GTM when to fire that tag.
5:31:29So it's a certain condition whether it's
5:31:32you know fire the tag if the URL equals
5:31:36facebook.com or some other condition. So
5:31:38the tag cannot be created until the
5:31:41creation of the corresponding trigger.
5:31:43So tags and triggers go together. You
5:31:46can't just create a tag and not have a
5:31:48trigger. Otherwise your tag will never
5:31:50fire. And then the variable is there
5:31:51again it stores the information when
5:31:54defining a trigger or transferring data
5:31:57to tag. So a variable has a variety of
5:31:59data. Okay. So you pick and choose the
5:32:02variable you want to use with that
5:32:04trigger. Okay. So you're making sure
5:32:06that by defining a variable, you're
5:32:09making sure that you're telling GTM how
5:32:12that trigger should be fired. So let's
5:32:14take a look at another example here of
5:32:16how all three play together. If I'm in
5:32:18this account, I'm in this container. If
5:32:21I look down here, I could see Google
5:32:23Optimize. That's another Google product.
5:32:26So what I'm doing here is I just chose
5:32:29Google Optimize as my tag. It's already
5:32:33integrated. So what does that mean? I
5:32:34don't even need to deal with any code.
5:32:37I'm just going to select optimize. Well,
5:32:39we have the tag Google Optimize, but we
5:32:41need to tell GTM how to fire that. And
5:32:45so here we're going to tell GTM to fire
5:32:48it on all pages. So that's basically a
5:32:51very simple example because we're firing
5:32:54it on all pages. So, if I want to look
5:32:56at something specific again, Facebook,
5:32:59here's my tag. Here's my code. What's my
5:33:01trigger? Well, my trigger is it's going
5:33:04to fire on specific pages. How do I know
5:33:07that? Well, if I look at the trigger
5:33:10here, I could see the trigger is a page
5:33:13view, but I'm telling it to fire on this
5:33:16particular host name. So, the tag and
5:33:18trigger go hand in hand.
5:33:35So, how to get started with Tag Manager?
5:33:39So, first things first, you have to
5:33:40create that account. So, you're going to
5:33:42go to tagmanager.google.com
5:33:45or you could do a search for Google Tag
5:33:48Manager and you're going to create your
5:33:50account. And then when you create your
5:33:51account, what's going to happen is
5:33:53you're going to set up a container. And
5:33:57when you set up a container, you have
5:33:59choices. So you could set it up for your
5:34:01website, for an app on iOS, or maybe
5:34:06Android, or you can even set it up for
5:34:08AMC an accelerated mobile page. So most
5:34:12people by default are probably going to
5:34:14set up tag manager for their website.
5:34:17And so when you do that, when you
5:34:19actually select website, what's going to
5:34:21happen is you're going to get some
5:34:23Google Tag Manager code in return. And
5:34:25so the whole idea here is you're going
5:34:29to do a swap. What you're doing is
5:34:31basically you're saying, "Okay, Google,
5:34:33I'm going to take this Google Tag
5:34:35Manager code and I'm going to put it on
5:34:37my website. I'm going to put it on every
5:34:39page of my website." So notice tag
5:34:42manager has two scripts. One goes in the
5:34:45head as high as possible. The other goes
5:34:48into the body tag as high as possible.
5:34:51And so what you're doing is you're
5:34:53making a deal. You're putting this tag
5:34:54manager code on your website. And in
5:34:57return, every code you deal with,
5:34:59whether that be Facebook or analytics or
5:35:02optimize or remarketing or whatever it
5:35:04is, is going to go in GTM. Okay? It's
5:35:07going to go into the container you
5:35:08created. So you need the tag manager
5:35:11code on your website in order for tag
5:35:14manager to work. Okay. So when you add
5:35:16this code to your website, then you're
5:35:18free to start adding all sorts of tags
5:35:22to your container. But if you don't have
5:35:24this tracking code on your website, then
5:35:26none of the tags you add to your
5:35:28container are going to work. So that's
5:35:30the idea behind the container. And then
5:35:33one thing I wanted to mention on the
5:35:35account is it's a Google account. So
5:35:38when you create your account, then make
5:35:40sure it's the same account you use with
5:35:42say Google Analytics or some other
5:35:44Google product. That's a good best
5:35:46practice is always use the same email
5:35:48address when you set up your account so
5:35:50that it integrates nicely across all the
5:35:53different platforms. Meaning you can go
5:35:55from say Google Analytics right to
5:35:57Google Tag Manager in one browser
5:35:59without having to log out or log in.
5:36:01Okay. So when you create the account,
5:36:03you're going to create your container.
5:36:04If you choose web, then you're going to
5:36:06be asked to place code on your website.
5:36:09And when you place that code on your
5:36:10website, then you are free to start
5:36:13using tag manager. And that means you're
5:36:16free to start adding tags. So if you
5:36:18want to know more information about
5:36:20installing Google Tag Manager, then what
5:36:23I would recommend is visit the quick
5:36:25start guide website of GTM. So again, if
5:36:28you're curious as to where that code is
5:36:31located in Google Tag Manager, well,
5:36:34when you create an account and you
5:36:36create a container, that container is
5:36:38going to have a specific ID. So if I
5:36:41click on that specific ID, here's where
5:36:43I can get my code. Okay, so again, when
5:36:46I'm logged in to tag manager, I'm going
5:36:49to click on workspace, but in the top
5:36:52navigation, I'm going to see my unique
5:36:54GTM ID. If I click on that, that's where
5:36:57my code is going to be located. And so
5:36:59again, your code needs to go in the
5:37:01header. And there's another script that
5:37:03needs to go in the body. And if you're
5:37:05not sure how to add the code to your
5:37:07website, well, you can always click on
5:37:10the quick start guide here. Okay? And
5:37:11that'll take you to a quick start guide
5:37:15page, a reference page related to Google
5:37:17Tag Manager. So let's talk about
5:37:20creating a tag. So once you get Tag
5:37:23Manager installed, I'm sure you're
5:37:25excited to get going and create that
5:37:27first tag. So let's talk about how to
5:37:30create a tag in Tag Manager. So when
5:37:34you're in Tag Manager, all you need to
5:37:36do is basically you're looking at all
5:37:38your tags. If you click on tag in the
5:37:40left side navigation, you'll see all
5:37:43your tags and there's a new button
5:37:44there. So you just click new. And so
5:37:47basically what you're going to do is
5:37:49you're going to create your first tag.
5:37:52And so what I would recommend once you
5:37:54get Tag Manager installed on your
5:37:56website, I would recommend setting the
5:37:59first tag up as Google Analytics. So
5:38:02that will get you going with tracking
5:38:04page views on your website when some
5:38:07when somebody visits your website. Okay?
5:38:09So ideally that's what you want to do.
5:38:11You want to get Google Analytics as your
5:38:13first tag and tag manager. So, what I'm
5:38:16going to do is because Analytics is a
5:38:18Google product, it's already integrated
5:38:21nicely with Tag Manager. So, I'm just
5:38:23going to click on Google Analytics. It's
5:38:26going to be a page view. That's what I'm
5:38:28tracking. And now I have to set up a
5:38:30variable. And so, what it's going to do,
5:38:33it's going to ask me to set select a
5:38:35variable. And so, what you're going to
5:38:37do is you're going to select new
5:38:39variable. And what you're going to do is
5:38:41you're actually going to go and add your
5:38:43tracking ID here. That's going to be
5:38:45your variable. So, where do I get my
5:38:47tracking ID in Analytics? Well, if I'm
5:38:49in Analytics, I'm going to go to admin
5:38:52and then under property settings, I'm
5:38:54going to see my tracking ID. And all you
5:38:56need to do then is go to tag manager and
5:39:00paste. Copy. First, you got to copy over
5:39:02that tracking ID. Then you're going to
5:39:04go to tag manager going to paste it. And
5:39:06then that's going to create a variable
5:39:07for you. And then when you create that
5:39:09variable, you're going to see it in the
5:39:10dropdown here. So, I've already created
5:39:13it. And basically that's your tag with a
5:39:17variable. Then what are you going to do?
5:39:18You're going to set up a trigger. So see
5:39:20I have some triggers already set up.
5:39:23You're going to see a default trigger
5:39:25already set up for you and that's going
5:39:27to be all pages. So ideally what you
5:39:29want to do is you want to select all
5:39:32pages in order for analytics to fire on
5:39:35all pages. So that's what we're doing.
5:39:36We're setting up a trigger. We're
5:39:38basically telling Tag Manager, hey, if I
5:39:41get a visitor to any page on my website,
5:39:43then I want you to fire Google
5:39:45Analytics. So, that's basically in
5:39:47summary how to set up your first tag.
5:39:50And my recommendation is your first tag
5:39:52should be Google Analytics. And when you
5:39:54set up Analytics, you're going to have
5:39:56to set up a variable for the tracking
5:39:58ID. And so, you get the tracking ID
5:40:00again from admin property settings. Copy
5:40:04and paste that tracking ID over. Save
5:40:06it. You have your variable. That
5:40:08variable is going to be included in with
5:40:10the tag. Then your trigger is going to
5:40:12be all pages. And there you go. You have
5:40:14your first tag. You have your first
5:40:16variable. You have your first trigger.
5:40:18So that's basically what you want to do.
5:40:21And once you've added that tag, once
5:40:23you've added that trigger, then the only
5:40:26thing you need to do now is basically
5:40:29publish the tag. And so anytime you save
5:40:31a tag, you're going to go ahead and
5:40:34submit it. So that way it gets
5:40:36published. So again, what you're going
5:40:38to do is let's take a step back here.
5:40:41You're going to choose new tag. You're
5:40:43going to choose analytics from the drop-
5:40:46down menu. You're going to choose page
5:40:48view. Then basically you're going to add
5:40:51your tracking ID so you could set up the
5:40:53variable. And then basically that's what
5:40:56you need to do. Okay? You're going to
5:40:57add that tracking ID. And then voila,
5:41:00that's your tag with a variable. And
5:41:02then once you've done that, then you're
5:41:04going to click submit. So when you click
5:41:06submit, you're basically saying, hey, I
5:41:10want this tag to go live now, this tag
5:41:12and trigger. And once you've done that,
5:41:15then analytics is ready to go. And
5:41:17anytime somebody goes to your website on
5:41:19any page, Tag Manager is going to fire
5:41:21Google Analytics. So the great thing
5:41:24here is you have something called Google
5:41:27Tag Assistant, and that's an extension
5:41:29that works with Chrome. And so when
5:41:32you've actually added tag manager to
5:41:34your site or you have analytics running
5:41:36in tag manager, you can confirm if those
5:41:39tags are firing properly. So let's take
5:41:42a look at how Google Tag Assistant
5:41:44works. Okay. So if you just do a search
5:41:47for Google Tag Assistant, you're going
5:41:49to see here that it's basically just an
5:41:52extension that works in Chrome. And
5:41:54unfortunately, it only works in Chrome
5:41:56browser. It doesn't work in any other
5:41:58browser. So go ahead and install that
5:42:01extension into Chrome. And when you do
5:42:04that, you're going to see this nice icon
5:42:06here in your browser. And now if you go
5:42:08to any website and I click on Google Tag
5:42:12Assistant and I click on enable. Okay.
5:42:14So basically I'm loading Google Tag
5:42:16Assistant. And now once I refresh the
5:42:19page, I can see that this particular
5:42:22site has Google Tag Manager installed.
5:42:24And not only does it have tag manager
5:42:26installed, I can see that it's also has
5:42:29Google Analytics running. I have also
5:42:32Google Optimize running. And I have
5:42:34Google Ads remarketing tag running in
5:42:36Tag Manager. So that's what tag
5:42:38assistant does. It allows you to see if
5:42:41one tag manager is on the site. And if
5:42:44it is, great. What other tags are firing
5:42:47on this particular site? So tag
5:42:50assistant's telling me I have these
5:42:52particular tags firing on that site and
5:42:54they're firing within tag manager. So
5:42:57tag assistant is a great way to confirm
5:43:00if one tag manager is on the site and
5:43:02two what other tags are firing on the
5:43:04site. Now another way you could confirm
5:43:07if tag manager is firing on the site is
5:43:10you can go into preview mode. So even
5:43:13before you submit and publish your tag
5:43:16and trigger, you can click on the
5:43:18preview mode. So if I click preview in
5:43:20tag manager, so basically that's going
5:43:23to put me in preview mode. And so what
5:43:26does that mean? Well, that means that
5:43:28now I'm free to go to my website and see
5:43:31if those tags are firing. And so let's
5:43:35take a look at what that looks like. So
5:43:37if I go to the website and just click
5:43:39refresh, then what's going to happen is
5:43:42tag manager is going to load in preview
5:43:44mode just as you see here. Okay. So
5:43:46that's going to take a second, couple
5:43:47seconds to load up. And now what can I
5:43:50see in preview mode? I could see that I
5:43:53have GTM firing, but I also have some
5:43:56other tags firing on this page.
5:43:59Remarketing, I have Google Analytics, I
5:44:01have Google Optimize, I have some other
5:44:04tags firing as well. And so the preview
5:44:06mode shows me what tags are firing on
5:44:09any given page. And I can also see what
5:44:12tags did not fire. Okay, so here I have
5:44:14a number of tags already in GTM, but
5:44:17they didn't fire on this particular
5:44:19page. So let's just say I clicked on the
5:44:21donate now button. I'm still in preview
5:44:23mode. So I'm going to be able to see
5:44:26what tags fired. Now I could see I have
5:44:29a couple of tags that have fired on this
5:44:31particular page. and then I could see
5:44:33what tags did not fire on this page.
5:44:35Okay, so that's the preview mode. You
5:44:38can use the preview mode before you even
5:44:41submit a tag and trigger to see if it
5:44:43fires. And that's the great benefit of
5:44:45tag manager. So if you're not sure if
5:44:48something's going to fire or not, then
5:44:50you can always go into preview mode. Um,
5:44:52and if you are sure it's going to fire,
5:44:54then you can go ahead and submit it. So
5:44:56you can leave preview mode and just go
5:44:58ahead and submit that particular tag and
5:45:02trigger. So here I'm going to leave
5:45:03preview mode. And now once I'm done and
5:45:06I'm sure the tag is going to fire and go
5:45:09ahead and submit all my changes that
5:45:12I've worked on in terms of setting up
5:45:14tags and triggers. So that's really GTM
5:45:17in a nutshell. So I have my tags. Okay,
5:45:21my tags are just snippets of code that
5:45:23I'm going to put in whether that be
5:45:24Facebook or event tracking or any other
5:45:28Google product like Optimize or Page
5:45:31View. Then I have my triggers. My
5:45:33triggers are there to tell GTM when to
5:45:36fire that tag. And the variables are
5:45:38there to help those tags and triggers
5:45:40work together. So remember that
5:45:42particular variable we set up for Google
5:45:45Analytics. Okay. So here it is right
5:45:47here because we want to tell GTM what
5:45:51property to specifically fire in Google
5:45:53Analytics. So that's why we set up that
5:45:55variable. But there are all sorts of
5:45:57variables Google Tag Manager has built
5:46:00in or variables already created for you
5:46:03or you can specifically define a
5:46:05variable. So variables are there to help
5:46:07the tags and triggers work together. So
5:46:10when you set up a tag, you set up a
5:46:11trigger, you use a variable, you can
5:46:13always go into preview mode, preview it
5:46:16by going to the website, seeing if it
5:46:18fires. If it fires, then voila, you can
5:46:21go ahead and click submit, and that will
5:46:25publish the tag and trigger, and you're
5:46:27good to go. That's pretty much how Tag
5:46:30Manager works. And again, I can't stress
5:46:33that there is an unlimited number of
5:46:35tags you can add to Tag Manager. There's
5:46:39no limit. So you got everything from
5:46:42anything from Google to non- Googlele to
5:46:45event tracking, okay, to Facebook to
5:46:48anything that you want to track, you
5:46:50want to be able to put into Tag Manager.
5:46:52And again, there's versioning. That's
5:46:54one of the great benefits of Tag
5:46:56Manager. So if I want to go back to an
5:46:58older version, I can simply do that. So
5:47:00here you can see I'm on version 32.
5:47:03That's how Tag Manager works. And I
5:47:05can't stress that, you know, Tag Manager
5:47:08is there to help you track interactivity
5:47:11on the site because if you have a site
5:47:13that's interactive, that has a video,
5:47:16that has a download button, let's just
5:47:18say, you know, you have all sorts of
5:47:20newsletter signups, Facebook, YouTube
5:47:23buttons on your website, just like this
5:47:25website does, and you want to be able to
5:47:27track how many people click on that
5:47:29particular button. Well, you're going to
5:47:31need Tag Manager. And when you have Tag
5:47:34Manager, you're going to be able to
5:47:35track all of these button clicks and
5:47:38interactivity on your website.
5:47:39>> Choose from over 300 in demand skills
5:47:41and get access to 1,000 [music] plus
5:47:43hours of video content for free. Visit
5:47:46Skill Up by Simply Learn. Click on the
5:47:48link in the description to know more.
5:47:50>> We're going to talk about how
5:47:52>> if you are looking to boost your
5:47:53website's traffic or dominate search
5:47:55engine rankings, then today's video is
5:47:57just for you. We are diving deep into
5:47:59keyword research, a crucial part of any
5:48:02successful SEO strategy. By the end of
5:48:04this tutorial, you'll know exactly how
5:48:06to find the right keywords to help your
5:48:08content reach its full potential. So,
5:48:10let's get started. To kick off things
5:48:13first, let's understand what keyword
5:48:15research is. Now, keyword research is
5:48:18all about discovering the exact phrases
5:48:20and terms your potential audience is
5:48:22typing into search engines. Now, by
5:48:25identifying these keywords, you can
5:48:27create content that directly addresses
5:48:29what people want to know, buy, or learn
5:48:32about. This not only drives more
5:48:34visitors to your site, but also helps
5:48:36you connect with those who are most
5:48:38likely to engage with your content. In
5:48:41essence, keyword research is the
5:48:42backbone of a strong SEO strategy,
5:48:45guiding you in crafting content that
5:48:47resonates with your audience. Now that
5:48:50we know what keyword research is, let's
5:48:52dive into why it's so important. Picture
5:48:54this. You're hosting a party. Would you
5:48:57invite random people who might not even
5:48:59be interested? Or would you carefully
5:49:01choose guests who are excited to attend?
5:49:04So, keyword research helps you do the
5:49:06latter by attracting the right guests to
5:49:08your website. When you know the exact
5:49:11keywords your audience is searching for,
5:49:13you can tailor your content to meet
5:49:15their needs. This increases your chances
5:49:17of not only driving more traffic, but
5:49:20also engaging visitors who are genuinely
5:49:22interested in what you have to offer.
5:49:24The better you understand your audience
5:49:25search behavior, the more effective your
5:49:28content will be. Remember, it's not just
5:49:30about quantity. Getting the right kind
5:49:32of traffic is key to conversions and
5:49:35overall success. Moving on, let's talk
5:49:37about the different types of keywords
5:49:39you'll encounter in your research. This
5:49:41is important because not all keywords
5:49:43are created equal and understanding the
5:49:46distinctions can greatly impact your
5:49:47strategy. So short tail keywords are
5:49:50broad and usually consist of one or two
5:49:52words like SEO or marketing. Now these
5:49:56keywords have high search volumes which
5:49:59means lots of people are searching for
5:50:00them. However, they're also highly
5:50:03competitive making it tough to rank for
5:50:05them unless you have a very authorative
5:50:07website. Next comes longtail keywords.
5:50:11Now longtail keywords on the other hand
5:50:13are more specific phrases like how to do
5:50:16keyword research for SEO. Now while they
5:50:18have lower search volumes, they tend to
5:50:21be less competitive and more targeted.
5:50:23Attracting visitors who are further
5:50:25along in their buyers journey. For
5:50:27instance, someone searches for best
5:50:29budget laptops for students is likely
5:50:32closer to make a purchase than someone
5:50:33just searching for laptops. Now next
5:50:36type of keyword is LSI which is Latin
5:50:39semantic indexing keywords. Now these
5:50:41are related terms that search engines
5:50:43consider relevant to your main keyword.
5:50:46Now for example if your main keyword is
5:50:47digital marketing then LSI keywords
5:50:50could be online marketing SEO strategies
5:50:52or social media advertising. Now even in
5:50:55this example if you have given best
5:50:56leather shoes the LSI would be official
5:50:59and casual wear best footwear brand
5:51:01urgent leather shoes etc. So using LSI
5:51:04keywords helps you create more
5:51:06contextually relevant content with
5:51:08search engines favor. Now by balancing
5:51:10these types of keywords, you can create
5:51:12content that appeals to both broad and
5:51:14niche audiences, giving your website a
5:51:17better chance to rank well across
5:51:19different searches. So all right, now
5:51:21that we have covered the types of
5:51:22keywords, let's explore some of the
5:51:24tools that can help you find them. So
5:51:26keyword research tools are like treasure
5:51:28maps. They guide you to the keywords
5:51:30that can drive the most traffic to your
5:51:31website. Number one is Google keyword
5:51:34planner. So Google keyword planner is a
5:51:36fantastic starting point especially for
5:51:38beginners. It's free and provides a
5:51:40wealth of information including search
5:51:42volumes and competition levels for
5:51:44various keywords. You can also discover
5:51:47new keyword ideas based on what people
5:51:49are already searching for. Next is ah
5:51:51revs. Ahs is a more advanced paid tool
5:51:54that offers in-depth analysis. It
5:51:57doesn't just give you keyword data. It
5:51:59also provides insights into how
5:52:01difficult it is to rank for a particular
5:52:02keyword as well as click-through rates,
5:52:05CTR, and related keyword ideas. So, ASF
5:52:08is particularly useful for competitor
5:52:10analysis, helping you see which keywords
5:52:12for your competitors are ranking for and
5:52:14identifying gaps in their content that
5:52:16you can exploit. Now, next comes SEM
5:52:19Rush. Now, SEM Rush is another powerful
5:52:22tool that goes beyond keyword research.
5:52:24It offers comprehensive data on
5:52:26keywords, including trends over time,
5:52:28and allows you to conduct competitive
5:52:30analysis, track keyword performance, and
5:52:33more. SEM Rush is a go-to for many SEO
5:52:36professionals because of its all-in-one
5:52:38capabilities. So, these tools simplify
5:52:40the process of keyword research,
5:52:42allowing you to focus on creating
5:52:44content that will resonate with your
5:52:45audience and perform well in search
5:52:47engine results. So, with so many tools
5:52:49at your disposal, the next step is
5:52:52figuring out how to actually find the
5:52:54best keywords for your content. So,
5:52:56here's a step-by-step approach. Number
5:52:58one, start with a brainstorming session.
5:53:01So, you can list down potential keywords
5:53:03related to your topic. Think about what
5:53:05your audience might search for and
5:53:07consider different variations of those
5:53:09phrases. So, use the keyword research
5:53:12tools we just discussed to analyze these
5:53:14keywords. Pay close attention to search
5:53:17volume, competition, and user intent.
5:53:19The goal is to find keywords that have a
5:53:21good search volume, but aren't too
5:53:23competitive. And next, consider user
5:53:25intent. This is crucial. Ask yourself,
5:53:28what is a searcher hoping to find? If
5:53:30someone is searching for best travel
5:53:32laptops in 2024, they're probably
5:53:34looking for product reviews or
5:53:36recommendations. Tailor your content to
5:53:38meet that specific intent, and you'll
5:53:40have a much better chance of converting
5:53:42those visitors into customers. So by
5:53:44following these steps you can pinpoint
5:53:46the keywords that will not only drive
5:53:48traffic but also ensure that the traffic
5:53:50is relevant and likely to convert. Now
5:53:53one of the most effective ways to find
5:53:54highquality keywords is by analyzing
5:53:56your competitors. This might sound like
5:53:58a spy mission but it's completely above
5:54:00board and incredibly valuable. So tools
5:54:03like SEM Rush allow you to see which
5:54:05keywords your competitors are ranking
5:54:07for. So this gives you insight into
5:54:09what's working for them and more
5:54:10importantly it highlights gaps in their
5:54:12strategy that you can exploit. For
5:54:14instance, if you notice that a
5:54:16competitor is ranking well for a keyword
5:54:18like affordable SEO tools but their
5:54:20content is outdated or lacking in detail
5:54:23you can create a more comprehensive and
5:54:24up-to-date piece to outrank them. So by
5:54:27leveraging competitor insights, you can
5:54:29stay ahead in the SEO game, ensuring
5:54:31that your content is always relevant and
5:54:33competitive. Now, finding the right
5:54:35keywords is only half the battle. The
5:54:37next challenge is using them effectively
5:54:39in your content. So, here's how you can
5:54:42do that. Number one, place your primary
5:54:44keywords in strategic locations such as
5:54:46title, meta description, headers, and
5:54:49throughout the content. This signals to
5:54:51search engines that your content is
5:54:53about, helping you rank for that
5:54:55keyword. Number two, avoid keyword
5:54:57stuffing. This old school tactic doesn't
5:55:00work anymore and can actually hurt your
5:55:02rankings. Instead, focus on naturally
5:55:04integrating keywords and using
5:55:06variations. For example, if your primary
5:55:08keyword is digital marketing strategy,
5:55:10you could also use online marketing
5:55:12strategy or effective digital marketing
5:55:14tactics to make your content more
5:55:16readable and engaging. Now, the third
5:55:18one is using LSI keywords to add depth
5:55:21and context to your content. This not
5:55:23only improves readability but also helps
5:55:25search engines understand the broader
5:55:27topic of your content, which can
5:55:29positively impact your rankings.
5:55:31Remember, the goal is to create content
5:55:33that's both optimized for search engines
5:55:35and enjoyable for your readers. Lastly,
5:55:38keyword research is not a set it and
5:55:39forget it process. It requires regular
5:55:42monitoring and adjustment. SEO is a
5:55:44constantly evolving field and what works
5:55:46today might not work tomorrow. So, make
5:55:48it a habit to regularly check how your
5:55:50keywords are performing. Use tools like
5:55:52Google Analytics to track your rankings
5:55:54and see which keywords are driving the
5:55:56most traffic. If you notice that certain
5:55:59keywords are underperforming, consider
5:56:01tweaking your content or trying out new
5:56:02keywords. So, by staying on top of your
5:56:05keyword strategy, you can ensure that
5:56:07your content continues to perform well
5:56:09and adapt to changes in search trends.
5:56:11Did you know that having a great website
5:56:14isn't enough to get visitors? Or have
5:56:16you ever wondered why some businesses
5:56:18get tons of traffic while others
5:56:21struggle to get noticed? The secret lies
5:56:23in Facebook ads. Think about it. Let's
5:56:26say you have just opened a new coffee
5:56:29shop with the best coffee in town, but
5:56:32no one knows about it. Will customers
5:56:34magically show up? Probably not. You
5:56:37need to spread the word. And that's
5:56:39exactly what Facebook ads do for your
5:56:42website. They help you reach the right
5:56:44people, ensuring that those who are most
5:56:46likely to be interested in your content
5:56:49or products actually see your ad.
5:56:51Facebook has over three billion monthly
5:56:54active users, making it the most
5:56:56powerful social media platform for
5:56:59advertising. Unlike organic reach, which
5:57:02can be unpredictable, paid Facebook ads
5:57:04allow you to target exactly the audience
5:57:06you want based on demographics,
5:57:09interest, and behavior. In today's
5:57:11tutorial, we are going to take you
5:57:13through the stepbystep process to create
5:57:16and run a Facebook ad that drives
5:57:18traffic to your website. But before you
5:57:20jump in, it's essential to know why
5:57:23you're using advertising and what
5:57:25success looks like for your campaign.
5:57:27Setting clear goals will help you choose
5:57:29the right ad objective and measure
5:57:32performance effectively. For example, if
5:57:34your goal is mobile app downloads, you
5:57:37could set 100 downloads in the first
5:57:39month as your success metric. Or if
5:57:42you're focused on lead generation,
5:57:44success might mean growing your email
5:57:46list significantly. Thinking through
5:57:49your objective first ensures you create
5:57:51a campaign that actually delivers
5:57:53result. What are Facebook ads and why
5:57:55are they so important? Facebook ads are
5:57:58paid promotions that allow you to
5:58:00showcase your website, product or
5:58:02services to a highly targeted audience.
5:58:05What makes Facebook ads so powerful is
5:58:07its AIdriven targeting and vast user
5:58:10base. Some key benefits of Facebook ads
5:58:13are first of all it's accurate for
5:58:14audience targeting. You can target users
5:58:17based on age, location, gender,
5:58:19interest, behavior, and more. High
5:58:21return on ad spend, ROAS. Studies show
5:58:25that 41% of US retailers report the best
5:58:29ROS from Facebook ads. Multi-platform
5:58:32reach. Your ads can be displayed across
5:58:34Facebook, Instagram, Messenger, and Meta
5:58:37audience network. Realtime performance
5:58:39tracking. With tools like Metaixel, you
5:58:41can measure and optimize your ad
5:58:43campaigns instantly. How to advertise on
5:58:46Facebook? All Facebook ad campaigns run
5:58:48through Facebook Ads Manager, which is
5:58:50your control center for creating,
5:58:52managing, and tracking ads. Luckily,
5:58:55it's userfriendly, and we'll walk you
5:58:57through the entire process step by step.
5:59:00So, in this tutorial, you will learn
5:59:01exactly how to set up your first
5:59:03Facebook ad from choosing your objective
5:59:05to targeting the right audience and then
5:59:08optimizing your campaign for success. So
5:59:10let's dive in and start creating your
5:59:12first Facebook ads step by step. Okay.
5:59:15So to get started, first you have to go
5:59:17to your Google Chrome and just type
5:59:18Facebook.com/ads
5:59:20manager. And here you will be just
5:59:23redirected to this uh ad manager page of
5:59:25your Facebook account. Make sure that
5:59:27you already have created your Facebook
5:59:29account. And even if you don't have an
5:59:31ad account, Facebook will automatically
5:59:34create one when you set up your first
5:59:36campaign. You have to ensure that you
5:59:38have a Facebook business page required
5:59:40for running ads and you have a verified
5:59:42payment method. All right. So from here
5:59:45you can just uh you know click on this
5:59:47campaign option and just click on create
5:59:52and here we'll just select on traffic.
5:59:54We need a campaign objective. So
5:59:56basically we need traffic to our
5:59:57website. So we'll be just selecting on
6:00:00continue and then manual traffic
6:00:02campaign. All right. So here you have to
6:00:05just provide your campaign name. So uh
6:00:09we have this website for which we are
6:00:11creating the campaign which is
6:00:13headline.com. So basically this website
6:00:16will provide you nutrition, sleep, you
6:00:17know it's a fitness training kind of
6:00:20website. So for this we are creating a
6:00:21campaign over here and just simply write
6:00:25your campaign name as u
6:00:28healthline
6:00:33blog. Okay. And um
6:00:37here you can mention your category and
6:00:40you can also categorize your ads from
6:00:42here. If you need any financial product
6:00:43or you're just promoting any of these
6:00:46following and if you don't want to
6:00:48promote any of the following you can
6:00:49just select the option from here. For
6:00:50now I'm not just selecting anything. And
6:00:53for categories you can uh select from
6:00:56here financial products employment
6:00:58housing or whatever it is. So we'll just
6:01:00move on to this campaign details from
6:01:02here. All right, we'll just go to our
6:01:05next option. And here we can just set
6:01:08our ad set name. So let's suppose it's
6:01:12um
6:01:14Healthline
6:01:16traffic ad set.
6:01:18Healthline new traffic ad. Okay. All
6:01:21right. You can also select a conversion
6:01:24from here. Where do you want your
6:01:25conversion location to drive traffic
6:01:27more to your message app, Instagram,
6:01:29Facebook or call? So for now I want
6:01:32traffic to my website. So we'll just
6:01:35select on this option over here. You can
6:01:37also mention your performance goal, what
6:01:40number of clicks, link click you want
6:01:42and your cost per result goal. We also
6:01:46have other options over here delivery
6:01:49type when you are charged dynamic
6:01:50creative. All right. So let's talk about
6:01:53budgeting anduling. So for budgeting the
6:01:56second option is uh you can just select
6:01:59your daily budget or a lifetime budget.
6:02:02So for example, so maybe you're just
6:02:03setting your daily budget as 400 rupees
6:02:06per day. So maximum daily spend will be
6:02:08around 700 rupees and your maximum
6:02:11weekly spend would be around this much.
6:02:13Okay, this will be the average spend I
6:02:15want to spend on my ads. You can also
6:02:17schedule your time from where you want
6:02:19your ads to uh start. You also have an
6:02:21end date over here. You can budget
6:02:23youruling likewise.
6:02:26And um there we also have audience
6:02:30controls. Let's move on to this location
6:02:32section. Where do you want your
6:02:34audiences to be located at viewing your
6:02:37ad? All right. So uh suppose I want the
6:02:41people of Bangalore
6:02:44okay to view my ads. So I want that u
6:02:47the audiences of Bangalore to look after
6:02:50my uh this uh particular website since
6:02:53my website is also created in Bangalore
6:02:55itself. So driving traffic audiences to
6:02:59located in Bangalore. Then u we also
6:03:02have our advantage plus audience over
6:03:05here. You can save your audiences from
6:03:08here. See you also have minimum age
6:03:11limit. You what age number of people you
6:03:14want. So we'll just select on 18. You
6:03:17can also exclude custom audiences. If
6:03:20you want to exclude any number of
6:03:22audiences like suppose you want any
6:03:25particular website uh audiences not to
6:03:28look like the ones who are already
6:03:30clicking and liking your Facebook page,
6:03:32you do not want that [clears throat]
6:03:33particular audiences. So you can also
6:03:36just uh you know click on this exclude
6:03:38option from here. You also have this uh
6:03:41advantage plus audience uh where if you
6:03:44share an audience suggestion. So you can
6:03:47also save your audiences and you can
6:03:49switch to original audience options from
6:03:51here. We have a lot of options for brand
6:03:54safety and sustainability filters
6:03:56publisher block list. Suppose if you
6:03:58want to block any particular publisher
6:04:00or what type of content exclusion you
6:04:02want to do it, you can just do it. For
6:04:04this timing we not just doing anything.
6:04:06We just simply click on next here. All
6:04:08right. So now one more thing uh if you
6:04:12do not have your page you can also
6:04:15create your page. So just uh for this
6:04:18timing I suppose I do not have my uh
6:04:20Facebook page account of this particular
6:04:23website we are promoting. So we can just
6:04:25create our page name
6:04:28as health line fitness.
6:04:33Okay. We can also mention the category.
6:04:36Uh category should be fitness.
6:04:41We have
6:04:44health. Let's search health. Health
6:04:46health and wellness website. You can
6:04:48also select subcategories also.
6:04:52We have uh maybe fitness boot camp or um
6:04:59health,
6:05:01medical and health as well. So these are
6:05:03the categories we are selecting what our
6:05:05website is indicating for or what our
6:05:08website is actually for. You can also um
6:05:12add a profile picture.
6:05:14So yeah, so see we have already added
6:05:17our profile picture also. And now you
6:05:19can create your page.
6:05:23So as you can see now we have already um
6:05:27created our Facebook page of our
6:05:30particular website.
6:05:32You can also provide your um link for
6:05:37your website.
6:05:45So we can just enter our website URL
6:05:48page over here and this would be the
6:05:51display link.
6:05:56Okay. All right. So now let's start by
6:05:59designing our ad. So let's create an
6:06:01engaging ad using the ACCCA method which
6:06:04is attract, connect, convey, and action.
6:06:07To attract, you have to use some eye
6:06:09catchy images or videos and write a
6:06:12relatable and engaging message as well.
6:06:15For convey you have to clearly state
6:06:17your offer and for action you have to
6:06:19include a strong call to action. So
6:06:22first you have to choose your ad format
6:06:25be single image, krosal or collection.
6:06:28So let's suppose we are uploading the
6:06:30single image. Okay, as you can see the
6:06:33preview of our ads are over here. From
6:06:35here you can maybe I want my ad to look
6:06:38like this. So I'll just select this from
6:06:39here.
6:06:41Okay, so this is the ad preview it's
6:06:43showing.
6:06:45So you can just uh to make your um ad
6:06:48look more presentable, you have to just
6:06:50select or add some images from here. So
6:06:53now that we have already uploaded our
6:06:55thumbnail image from here, you can add a
6:06:58text for example what text I want to be
6:07:01there as a caption for my particular uh
6:07:04post which I'm posting the ad. So
6:07:06suppose my primary text is eat at least
6:07:08five portions of variety of fruit and
6:07:10vegetables every day. So since my uh ad
6:07:13is related to diet, so I'll be just
6:07:15writing this particular line. You can
6:07:17also add a short headline and
6:07:19description and also call to action. So
6:07:24headline is something like eat healthy
6:07:27and description you can write as
6:07:31start your day with something healthy
6:07:39eat fruits and green veggies.
6:07:45So this is what I want as my description
6:07:47to be. And you can also add a call to
6:07:51action. For example, um
6:07:55I want call to action as uh learn more.
6:07:59So I'll just click on learn more. And
6:08:01then we have uh this particular uh
6:08:04headline our logo. All right. So we have
6:08:09already uploaded this thing over here.
6:08:12And let's see. So since we have given
6:08:15our call to action, description,
6:08:18headline, images as well. You can also
6:08:22add the if you want to track your data,
6:08:24you can also add some uh events URL. If
6:08:28you want to you can add a browser add-on
6:08:31for example WhatsApp or you know
6:08:35Facebook event or something or maybe
6:08:37call button to your website.
6:09:24So from here you can actually uh check
6:09:27how your ad will look like. All right.
6:09:30So see we have made some changes and uh
6:09:33so my ad will be something like uh you
6:09:35can see from here the page name and the
6:09:38primary description is also there. We've
6:09:40also attached this option as learn more.
6:09:43And now we have this is looking somewhat
6:09:45presentable. So while uh somebody is you
6:09:48know scrolling through their feed on
6:09:50Facebook, they can just um if they look
6:09:52at this option, they'll just feel
6:09:54intrigued and maybe they'll just click
6:09:56on the option and then they will visit
6:09:58the website. All right. So after doing
6:10:00all these steps, our last option is to
6:10:02publish our ad. So we'll just select
6:10:04publish from here. Okay. So now in order
6:10:08to publish you have to pay some amount
6:10:11which we have already discussed
6:10:13previously. So you know if you have your
6:10:16credit card or whatever it is. So you
6:10:19can just select your payment method and
6:10:20then you will be eligible to upload your
6:10:22particular ad on your Facebook. So for
6:10:25now uh we not having our payment option
6:10:28verified. So you can just check from
6:10:31here how your ad will be look like. So
6:10:33after you have published your ad so you
6:10:36can uh you will have an option from here
6:10:38to see how your ad will look like. Uh
6:10:41one more thing after launching you have
6:10:43to also track your ads performance using
6:10:45Facebook ad manager. So after when you
6:10:48publish your ads from this option you
6:10:51know you have seen this metrics option
6:10:53from here you can monitor and optimize
6:10:54your ads performance. So uh in this
6:10:57option you can just see what are the
6:10:59number of impressions the clicks and the
6:11:01conversion rates which you're getting
6:11:03for your particular ad and if your ad is
6:11:06not performing well you can try changing
6:11:08the image video or refining your
6:11:10audience or also adjusting your budget
6:11:12for some better reach. Also just a bonus
6:11:15tip you can also use Facebook's pixel
6:11:18for retargeting. For this you have to
6:11:20just select on events manage over here.
6:11:22So basically the meta pixel will allow
6:11:24you to track visitors and show them
6:11:27targeted acts later. To set up you have
6:11:29to uh select on this events manager. So
6:11:33you have to connect data from your
6:11:34resources. So you can just select to web
6:11:37over here and you can enable retarget
6:11:39ads to bring back visitors who left
6:11:41without converting. So basically this is
6:11:43how you can uh create your Facebook ads.
6:11:46And now you know that a complete
6:11:47step-by-step guide to create and run
6:11:50Facebook ads to drive website traffic.
6:11:53>> So I'll just uh give a quick brief on
6:11:55this social media. So what are the uh
6:11:58objectives that we are going to be
6:12:00having? So these are some of the
6:12:01objectives that we are going to be
6:12:03having in this particular PBTs. So you
6:12:06will be understanding the uses of social
6:12:08media, the features and advantages and
6:12:12some of the disadvantages of social
6:12:14media to improve your market. So it is a
6:12:16very theoretical understanding about the
6:12:18social media marketing analyzing the
6:12:20current trends in social media and
6:12:22digital marketing. We will be
6:12:24understanding that social media
6:12:25management to enhance the product and
6:12:28brand prospective values as well. We'll
6:12:30be following along. So engaging with
6:12:32people through different social media
6:12:34platform. We will be coming across the
6:12:36social media platforms as well. Buyer
6:12:39persona this is very very very important
6:12:42that is also known as audience segment.
6:12:45Okay audience persona like how do you
6:12:48understand what are your audience? what
6:12:50is your audience and stuffs and all uh
6:12:53some of the social media strategies
6:12:55understanding the significance of
6:12:57storytelling
6:12:58the trending the most trending aspect
6:13:01right now on social media is narrating a
6:13:04story that is nothing but storytelling
6:13:07using the social media platform which we
6:13:10need to understand and then how do you
6:13:12understand the social media metrics and
6:13:14performing organic postings. Okay. So
6:13:17first of all a very quick uh brief uh so
6:13:20social media it is an interactive
6:13:22digital platform that allows users that
6:13:25is us to share content quickly.
6:13:27Obviously previously in the old times we
6:13:29used to have uh things like newspapers,
6:13:33billboards, TV advertisements and
6:13:36banners, posters that would take a lot
6:13:40of time to spread the word in the
6:13:42market. But social media is something
6:13:44like it's a very quick thing. The moment
6:13:46you might have seen a lot of things
6:13:48going on as a controversial and lot of
6:13:50things trending very easily that is due
6:13:53to the presence of social media. Social
6:13:55media is something like they can make
6:13:59someone a star in a day and they can
6:14:02make someone like the lowest in their
6:14:06current generation. You might have heard
6:14:08about someone called as Dolly Chala. He
6:14:11became a star overnight.
6:14:14Why? See this guy, he was a tea seller
6:14:20guy. Okay, I'll just show him the
6:14:22starting. He used to sell tea on the
6:14:26roads. Okay, and then the way that he
6:14:30used to sell this particular tea. So,
6:14:33and then obviously Bill Gates was found
6:14:37having a tea at his stall and then
6:14:40overnight he has become so popular. so
6:14:45popular you can't even imagine and you
6:14:49have seen some of his pictures like how
6:14:51he is and what he has done and all one
6:14:54picture with Bill Gates has changed his
6:14:57complete journey of life this is the
6:15:00power of social media okay so that is we
6:15:03are that is what we are going to be
6:15:05understanding so it is something called
6:15:08as
6:15:10using the interactive digital platforms
6:15:12that allows user to share content. The
6:15:15moment his content was on live, he has
6:15:18become popular very easily. So this is
6:15:22about uh social media. Quick brief guys,
6:15:24personal use. Obviously we will be using
6:15:26our social media platforms for personal
6:15:29use like staying connected with family
6:15:30and friends, expressing opinions,
6:15:33spreading information and maintaining.
6:15:35Now what is the use for businesses?
6:15:38Businesses using social media. See
6:15:41initially we use all this particular
6:15:43platform for personal use. Am I right?
6:15:46But they also have the other angle when
6:15:48you are using it for the professional
6:15:50purpose that is known as social media
6:15:53optimization
6:15:55SMO. That is where the business is
6:15:58creating a professional identity on the
6:16:01social media platforms. Creating content
6:16:04for professional audience and using
6:16:08those platforms to advertise as well.
6:16:11All these four platforms have those
6:16:13advertising options once it is in the
6:16:16business page setup. So to promote their
6:16:18product and services business use the
6:16:20following platforms as we have mentioned
6:16:22and gone through it. Facebook, Twitter,
6:16:24LinkedIn and then Instagram. Now there
6:16:26are some of the advantages. So it is for
6:16:29better reach. You can say you can allow
6:16:32to share messages quickly obviously
6:16:34boost inbound traffic, increase the
6:16:37conversion rate. These are some of the
6:16:38better reach. So these are the
6:16:41advantages your brand loyalty like
6:16:44obviously if there is something which is
6:16:47being advertised. How many of you have
6:16:49heard about Zepto? So the thing is
6:16:53Zeppto became very popular by the
6:16:56concept of delivering things as quick as
6:17:00possible because previously if we are
6:17:04ordering something it used to take maybe
6:17:05two or three days. Previously we used to
6:17:07have Amazon, Flipkart, Misho, Myntra
6:17:12and the other uh applications that we
6:17:14have that used to take maybe 2 or 3 days
6:17:17for delivering the product. uh but right
6:17:19now we are having apps like Blinket,
6:17:23Instamart and then uh Zeppto which are
6:17:27delivering this things as quick as
6:17:30possible. So that is where people are
6:17:33engaging with the loyalty. Now they are
6:17:36becoming a loyal customers. So that is
6:17:38where the use of social media happened
6:17:41because Zeppto does a lot of
6:17:44advertisement
6:17:46like Zomato. You might have seen Zomato
6:17:49advertisements always popping up on your
6:17:51screen. They are using the social media
6:17:54platforms to create their loyalty
6:17:56customers. Okay. And there are some of
6:17:59the other benefits. Helps improve search
6:18:01engines ranking, improve customer
6:18:03satisfaction, create more brand
6:18:05authority. It is very cost effective. So
6:18:08what do you mean by being cost
6:18:10effective? See if you are doing any
6:18:11advertisement on TV, it takes good
6:18:14amount of money, right? But in this
6:18:17social media generation utilizing this
6:18:19particular social media platform, you
6:18:21don't need to have such a big budget.
6:18:24You can get started with having a
6:18:26minimum budget as well. You can say a
6:18:29budget of at least 500,000 rupees also
6:18:33people are able to advertise. So that's
6:18:35a big plus point. Presence on social
6:18:38media helps a platform helps a brand to
6:18:40keep customers engaged and updated. Most
6:18:43of the platforms like uh brands you can
6:18:47say they're always posting something and
6:18:49making the customers engaged and keeping
6:18:51them updated of the activities that is
6:18:53happening. Okay. So creating a favorable
6:18:56prospection uh drive web traffic
6:18:58obviously uh pulling in the traffic from
6:19:00them. Uh monitor general opinions
6:19:03influencer decisions to purchase
6:19:05obviously that's a uh push marketing
6:19:07that they are doing. online offers
6:19:09obviously now uh we just had
6:19:11independence day in which uh time they
6:19:14had a lot of offers. So now in Amazon is
6:19:18also having that great India sale coming
6:19:20up. So they will be doing a lot of
6:19:21activities of their online offers that
6:19:23they are having it. How will they do
6:19:25that? They'll do it with the social
6:19:27media platforms. So you can develop your
6:19:30target market as well. Some of the
6:19:32disadvantages obviously uh can be a
6:19:34global news. Okay. And uh it's quite
6:19:38complicated thing. So you can have some
6:19:40organic personal portfolios and blogs
6:19:43and then inorganic it's totally paid
6:19:46advertisement. Okay. Some of the
6:19:47significance you can express your
6:19:49thoughts like free to talk uh sharing
6:19:52knowledge your subjects influencing
6:19:54others obviously doing it and gathering
6:19:57the feedbacks as well. Some of the
6:19:59significance examples has been mentioned
6:20:01you can just definitely go through it.
6:20:03So like introduction of the iPhone 14
6:20:05through the apps and all and then
6:20:08obviously ATEL is always in and out. So
6:20:11some of the features of social media. So
6:20:14requires constant creation of content.
6:20:16So see guys it's uh it's not about just
6:20:20creating account and using it for the
6:20:22marketing purpose. No, you have to
6:20:25create a page and make sure you're being
6:20:29updated and posting regularly. If it
6:20:32doesn't happen, you are automatically
6:20:34becoming outdated. So, it requires
6:20:37constant content creation and engaging
6:20:40with the audience as well. It is
6:20:42obviously time consuming but worth it.
6:20:45Okay. Provide opportunities for small
6:20:47businesses. So, require minimum time and
6:20:50budget. These are some of the features
6:20:52and advantages. So, what are the
6:20:54essentials? You can manage your channel.
6:20:57You can monitor it. you can analyze it
6:20:59and obviously ensure the availability of
6:21:02other resources. Now what should be your
6:21:05goal with this particular social media
6:21:07platforms? So the goal should be very
6:21:09clear to reach to more people as much as
6:21:13possible. So you need to focus on uh
6:21:17developing a connection with your
6:21:19followers or subscribers. You need to
6:21:22have communities created. See, it's
6:21:25always worth to have your own community
6:21:27so that you can just spread the word
6:21:30about your new product, new service very
6:21:34easily within your community. Okay, that
6:21:37will help you to generate leads. That
6:21:40should be your goal from social media
6:21:42platforms. Okay, generating leads either
6:21:45it can be organic or maybe based on the
6:21:48advertisement zone as well. You can use
6:21:51it for any app installs influence
6:21:54traffic on your website as well and then
6:21:56definitely it it will help you to
6:21:58promote your sales and conversion.
6:22:01Always look for creating the awareness
6:22:05about your brand because that is why you
6:22:08are using the social media platforms and
6:22:11once you have all this activities done
6:22:15then you are going to be having the
6:22:17revenue from this social media
6:22:19platforms. This is a very important
6:22:21aspect of having a goal called as smart.
6:22:26S stands for specific, M stands for
6:22:29measurable, A stands for achievable, R
6:22:32stands for relevant, T stands for time
6:22:35specific. Key elements uh if you're
6:22:38creating any of the social media
6:22:39platforms, these are the five advantages
6:22:41that we need to focus you can say key
6:22:44factors. One is you need to maintain
6:22:46your profile. You need to constantly
6:22:48keep on posting and then use that
6:22:50particular platform for advertising and
6:22:53then engaging content creation needs to
6:22:57be done and then definitely you can
6:22:59measure your profiles. So these are some
6:23:01of the five key elements that you have.
6:23:03There are some negative aspects as well
6:23:06from social media platforms which is
6:23:07like unavoidable you can say. So there
6:23:10are some of the aspects that you can try
6:23:12to just minimize it by sharing your
6:23:15feedback. You might have seen a lot of
6:23:17apps in play stores that we have and
6:23:19most of the people will give a feedback
6:23:21of maybe negative uh just because the
6:23:24servers are down or maybe the internet
6:23:26is slow. So for them they obviously
6:23:28respond to them. It is good to uh
6:23:31connect with the negative feedback so
6:23:33that they feel appreciated. So you can
6:23:35do it in that particular aspect as well.
6:23:37So pay to uh play trend uh social media
6:23:41platforms become more pay-to-play
6:23:43organic. Creating highquality content
6:23:46helps to reach the target audience. It
6:23:48is ch changing now. This is the trends
6:23:51guys. 62% people use the internet out of
6:23:55100 58 of them are already on social
6:23:59media. So there is a vast kind of
6:24:01audience that we already have on social
6:24:03media. So people right now if you say
6:24:06there are if there are students in our
6:24:08student life we did not have this
6:24:10opportunities of exploring tabs and
6:24:12laptops and maybe mobiles. Okay. So you
6:24:16have that. So people use devices like
6:24:18laptops, mobiles and smartphones. We do
6:24:20not even uh see smartphones during our
6:24:23times. Okay. So individuals worldwide
6:24:26spend 23 hours on YouTube each month.
6:24:30that is followed by 20 hours on Facebook
6:24:33and Tik Tok. Tik Tok luckily it is
6:24:36banned in India but I have heard like it
6:24:39is coming back. Okay. So let's see.
6:24:41Okay. I'm not sure on that. YouTube and
6:24:43WhatsApp are the most frequently used
6:24:46social media platforms. So social media
6:24:48branding, modernday branding, these are
6:24:51the complete uh things. You might have
6:24:53seen this AMU advertisement. They
6:24:55immediately use the current moment
6:24:58whatever is happening as a storytelling
6:25:00format. So moment marketing is really
6:25:02good. What do you mean by B2B, B2C, D2C,
6:25:07B2B? B2B is something like business to
6:25:10business. So it doesn't go out to the
6:25:12customer. It is directly to business.
6:25:14And B2C is business to customers. So
6:25:17business are directly getting connected
6:25:19with the customers and D2C is directly
6:25:22to customers. there's no intermediary in
6:25:25between the business as well. So these
6:25:28are the platforms and which of the
6:25:29platforms are B2B and which of the
6:25:31platforms are B2C just Facebook,
6:25:34Instagram they are obviously the end
6:25:37consumer is the customer. So it is
6:25:40either B2B otherwise it is directly to
6:25:43customers but whereas when you come into
6:25:45LinkedIn it is most of like B2B business
6:25:49to business that is where the
6:25:52entrepreneurs meet that's a LinkedIn
6:25:54platform and then we have the other
6:25:55marketing platforms uh Pinterest uh
6:25:58people will share their recipe apparel
6:26:00and design styles they find on Pinterest
6:26:03and then WhatsApp popular community uh
6:26:05medium used for personal and business
6:26:07purpose. So podcast recently there was a
6:26:11interview of Vijay Malia he had done a
6:26:16podcast with Raj Shamani. Podcast
6:26:19nothing but content audio format. Now
6:26:23types of content what are the different
6:26:25types of contents that we have? So uh we
6:26:28have video format content which are more
6:26:31of like the most popular you can say on
6:26:34Instagram is reals. uh written written
6:26:37content or visual audio different
6:26:40different aspects of media we have. Now
6:26:43this topic is very important. Now what
6:26:45is a buyer persona? Now here we are
6:26:49talking of knowing your audience. So now
6:26:54a buyer persona is a profile that
6:26:58represents your ideal customer. Now what
6:27:02do you mean by ideal customer? Ideal
6:27:04customer is who is bound to take your
6:27:07particular product or services. Now you
6:27:10need to understand because there are n
6:27:12number of audience that we have okay you
6:27:15can't say like everyone will consider
6:27:17taking your product or maybe you can say
6:27:20taking up your service no right out of
6:27:23maybe if there are like I'm going uh in
6:27:26a office okay there are 100 people I
6:27:30have a book I am selling this book and
6:27:33uh in that particular office out of 100
6:27:36people 20 people have bought it other 80
6:27:39are not interested. I need to understand
6:27:42those 20 people before getting into that
6:27:45particular room. That is nothing but a
6:27:47buyer persona. Understanding your ideal
6:27:50customer, it will help you target and
6:27:53personalize your marketing efforts.
6:27:56Connecting with your audience. This is a
6:27:58small brief about what is a buyer
6:28:01persona. Okay. Ident identifying the
6:28:05right set of persons for your business.
6:28:08Okay. Now what you need to do is you
6:28:11need to do a audience research.
6:28:14Audience research is very important. You
6:28:17can do it either with service or you can
6:28:19do it with analysis or you can maybe
6:28:22interview. But there is a very good
6:28:24platform that we have on internet. The
6:28:26name of that particular platform is
6:28:31Google Trends. Now Google trends is
6:28:34nothing but what is trending the
6:28:38analysis the reports of what is
6:28:40happening. Okay. So suppose if I come
6:28:43here. Okay. Now if we are talking about
6:28:46what is the demand for formal dresses.
6:28:51Okay. I just want to do a research on
6:28:54what is the demand of formal dresses on
6:28:58internet. Here maybe you can say it can
6:29:01be a location of India. It can be a
6:29:04location of maybe some other country.
6:29:06What is the hit rate that you have in
6:29:08the last 12 months? All the
6:29:10understanding of that as well. So let me
6:29:14just uh check it out like in which city
6:29:17it is more popular as well for the
6:29:20betterment understanding of formal dress
6:29:23in India. What is the
6:29:27uh last not past day past 12 months
6:29:30report you should say how's the graph is
6:29:33it demanding is it trending or not is in
6:29:36in demand or not. So as you can see it
6:29:39is rating it out of the scale of 100.
6:29:42And if you can see the graph is always
6:29:45consistently up and down. It is not
6:29:48going totally downwards. It is not on
6:29:50totally uptrend work. It is like on and
6:29:53off. and most popular it is in
6:29:56Australia. Okay, let me just uh go by
6:29:58maybe India you can say because
6:30:00obviously we are from India so it will
6:30:02be better for us to check it out in
6:30:04India rather than just checking it
6:30:05worldwide. So in India also it is very
6:30:08popular. Now I am trying to understand
6:30:10like let's say the say the example I
6:30:13have a e-commerce website okay and I am
6:30:16selling uh formal dresses. Now if I want
6:30:19to run advertisement which city in India
6:30:22I need to target that is my big
6:30:25question. Now first of all the demand is
6:30:27there or not? The demand is there and
6:30:30now there is a competition what I have
6:30:32is party dresses.
6:30:34Okay there are two [snorts] types like
6:30:37which is more demanding. I just want to
6:30:39analyze the reports of last 12 months in
6:30:41India. So if you see the graph now my
6:30:45e-commerce business is there. Now in my
6:30:47e-commerce business I have formal
6:30:49dresses and I have some party weights as
6:30:51well. Now just seeing the first graph on
6:30:55here what do you feel like which product
6:30:58should be advertised more party dress or
6:31:01formal formal dress? Party dresses
6:31:04because if you see that is on top and
6:31:07then this is on the bottom. So that is
6:31:10where you kind of see the analytics the
6:31:14reports the measurement. Now if you want
6:31:16to have a buyer persona you need to see
6:31:20what is more trending. Okay. Now after
6:31:22that if you see there will be some
6:31:24cities as well. Okay. You can just uh we
6:31:27can just check out like in which cities
6:31:30it it is more popular. Okay. So in
6:31:33Manipur you can see formal dresses are
6:31:35very popular. So if I'm running the
6:31:37advertisement uh for formal dresses I
6:31:40will target Manipur more because Manipur
6:31:43it is more popular. Other you can see
6:31:44it's like 50 60 50 60 like 60 40. So we
6:31:49have a demand of formal dresses as well
6:31:52and also party dresses. But majorly in
6:31:55these particular five cities Manipur,
6:31:58Nagaland, Goa, Tirupura, Megallaya
6:32:01I feel formal dresses are more
6:32:04demanding. So these are my targeted
6:32:07locations. So that is where I am able to
6:32:10understand my locations. Okay, very much
6:32:14very important. So you need to
6:32:17understand what is your audience
6:32:19research. You need to do the service.
6:32:22You have you now what are the criterias
6:32:24that you have? These are the criterias
6:32:26B2C and D2C. Age what's the age of my
6:32:30audience that I'm going to be targeting?
6:32:33What is the gender? Because why we are
6:32:35mentioning gender is there can be some
6:32:37products which is only relevant for
6:32:40females like let's take example makeup.
6:32:45So you can say 90% female and 10% male.
6:32:49Okay. So when the hierarchy is always on
6:32:52the higher side then you are going to be
6:32:54targeting the major aspect like so
6:32:56females only. So suppose my my I have a
6:32:58shop about makeups. I'm running the
6:33:00advertisement whom I am more bound to
6:33:03target males or females obviously
6:33:06females because they are my first
6:33:08priority. Okay. Uh then language
6:33:12location as just briefed family. Okay.
6:33:15Income, purchasing power, interest.
6:33:18Interest is what are they actually
6:33:20interested in in that as well. Okay. So
6:33:22you can have hobbies, uh behavior. Now
6:33:26stage one you need to determine the
6:33:29characteristics.
6:33:31So what is the size of your company like
6:33:34let's say this is a example like you're
6:33:36having a client or you're working for a
6:33:38company. So you should try to understand
6:33:40what is the size of the business
6:33:42employee strength what are the locations
6:33:44that you can target who are the
6:33:46subscribers in which industry they are
6:33:49from and what is the product and then
6:33:51annual revenue. This is a stage one.
6:33:54Okay. So after that we will have a stage
6:33:57two in which you need to categorize the
6:34:00audience into a gender format in their
6:34:03job titles in the roles in the functions
6:34:07and in the age bandwidth. Age is also
6:34:09very much important. Uh uh the process
6:34:12is now we just wanted to understand age
6:34:15criteria. Okay. Now if I'm talking about
6:34:17the age criteria now let's take a
6:34:19example. I want to sell a course of
6:34:22digital marketing. I'm selling a digital
6:34:24marketing course. I'm running the
6:34:26advertisement. What should be the age
6:34:28criteria like from what age to what age
6:34:31people will be enrolling for this
6:34:33particular course. Can I sell this
6:34:35particular course to a 10 year or a 12
6:34:37year guy? So in and around in between 18
6:34:41to 40 you can say or maybe 35 it should
6:34:44be lesser only. Why? The reason being
6:34:48they are in their age of learning
6:34:51something and developing their skills
6:34:54and doing the activities and using it
6:34:57for their job preference you can say or
6:34:59maybe for upskilling purpose. But you
6:35:02can't sell this particular course to a
6:35:0465 year old.
6:35:07It will be quite difficult for them to
6:35:09understand things. So that is where if
6:35:11you're running any advertisement, if
6:35:14you're making any business sales, if
6:35:17you're running for maybe you can say
6:35:19conversion, sales activities and all,
6:35:23you need to know your customer's
6:35:24persona. You need to know their gender.
6:35:27You need to know their interest. You
6:35:29need to know their age. Now without even
6:35:32knowing what is a buyer persona, you
6:35:34could list down the age criteria for a
6:35:37digital marketing course because you
6:35:39understood the topic, you understood the
6:35:41subject and you could relate with those
6:35:44age audience. So that is something
6:35:47called as understanding the buyer
6:35:50persona.
6:35:51Uh Google Analytics. So Google Analytics
6:35:54is a tool which is monitoring your
6:35:57website traffic like what is happening
6:35:59on your website. uh activities like uh
6:36:02you might have Instagram uh business
6:36:04page. In Instagram business page, what
6:36:06you can do is you can see how many
6:36:09people are watching your views and what
6:36:12is the duration of those and how many
6:36:14likes are coming, comments and shares
6:36:17and all that is nothing but analytics
6:36:19the reports. So if you have those tools
6:36:21that will help you for advertising that
6:36:24Google Analytics otherwise I'll tell you
6:36:26a very simple logic. uh you run this
6:36:28Facebook and Instagram advertisement. So
6:36:31what you can do is simple logic run one
6:36:34advertisement with a budget of maybe 500
6:36:38or maybe 600 something like that change
6:36:41and uh target the audience from 18 to 50
6:36:44or 18 to 60 whatever it is and don't
6:36:47keep up any interest. Uh you just put
6:36:49the money there 500 rupees and let the
6:36:52advertisement run for 3 to 4 days. Okay.
6:36:56it will reach to the audience and you
6:36:58will see which audience is engaging
6:37:01more. The criteria of audience will get
6:37:04segregated. So maybe if [snorts] you see
6:37:06if your product is very much relevant to
6:37:09the audience of 25 to 30 years, you will
6:37:12have more people engaging with your
6:37:14advertisement from 25 to 30. And if your
6:37:18product is very much relevant for the
6:37:20higher uh age people maybe 30 to 40 you
6:37:24might get audience engaging from 30 to
6:37:2640 that is where you are building your
6:37:29own buyer persona in case if you're not
6:37:31able to utilize your thought process of
6:37:33understanding how how do I get my buyer
6:37:36persona. So uh now what are the benefits
6:37:38of having a bio personalize you can
6:37:41create on customized content for them.
6:37:43Uh develop marketing campaigns as per
6:37:46their age, gender criteria, selecting
6:37:49your social media platform, choosing the
6:37:50right set of segments, formulating leads
6:37:53and stuffs and all. So this will be
6:37:55helping you. So personal performer the
6:37:57tools can be used is uh hoot and all
6:38:01strategies is storytelling. You might
6:38:04have seen this Instagram uh concept of
6:38:07day one, day two, part one, part two,
6:38:10part three. That is nothing but they are
6:38:12cutting the topics into a small version
6:38:15so that people are expecting for the
6:38:17second part. So if you're doing any kind
6:38:19of a posting reals concept, don't give
6:38:23the complete data in one particular
6:38:24video. Have it cut. And when I'm saying
6:38:27cut, don't do it like 10 second, 10
6:38:28seconds. Have it at least for 30
6:38:30seconds, 45 seconds. Now it's like
6:38:32Instagram is trying out with a concept
6:38:34of maybe having 3 minutes of longer
6:38:36videos so that people can I mean get
6:38:39engaged more with the social media
6:38:41platform as well. Coming time you might
6:38:43see people having three three minutes
6:38:45reals as well. So that is nothing but a
6:38:48storytelling format. If you're having a
6:38:503 minutes of concept cut it in three
6:38:52parts. Part one, part two, part three.
6:38:54What do you mean by moment marketing? As
6:38:57I have told you, Amul is very popular in
6:39:00moment marketing. So if you see there is
6:39:02if there is any news on the internet
6:39:05immediately
6:39:07the AMU advertisement will capture it
6:39:09and use it to just get connected with
6:39:11that. So this is moment marketing. So
6:39:14whatever is trending you're trying to
6:39:16capture it. So this is very important.
6:39:18the strategy if you want to do these are
6:39:20the two things that will make you
6:39:22definitely a viral marketing concept
6:39:24which is a storytelling format and then
6:39:27the moment marketing. Now these are the
6:39:30social media channels choosing channels
6:39:32for the campaign creation. So uh
6:39:35positioning of the brand in the market,
6:39:37communicating with the target audience,
6:39:39conveying message to the customers,
6:39:41using content for the campaigns,
6:39:44involving medias in the campaigns,
6:39:46choosing platforms. Okay, so element of
6:39:50uh strategies, target, channel,
6:39:53conversion, implementation, action,
6:39:55duration. Okay. So these are some of the
6:39:58small metrics like, share, comment,
6:40:01subscribe, count registration, app
6:40:03install, reach. This is the ads one.
6:40:06This is organic reach, lead generation,
6:40:08clicks, session, views, both are very
6:40:11much important. Tracking and all. This
6:40:12is specifically for the marketing
6:40:15aspect. Organic posting, images, videos,
6:40:18stories, memes. Memes are also trending
6:40:21right now. So memes also you can try it.
6:40:23So best practices investing time in
6:40:26developing and optimizing social media
6:40:28platform which is necessity. So be
6:40:31original and do not try to intimate
6:40:33others. Uh post honest and genuine
6:40:35content. Keep a check on the right time
6:40:38to post. Working on creating visuals,
6:40:40taglines, based details. Now some of the
6:40:44time frames. Okay. So what are the time
6:40:46frames? Uh so best time to post it's
6:40:49like mostly they say it's Wednesday. So
6:40:52like 11 to 1 and bad days it is
6:40:55obviously Sundays because Sundays is the
6:40:57lazy day and a family time you can say.
6:40:59So most of the people don't spend that
6:41:01particular time on Facebook and best
6:41:04time for Instagram Wednesday and Friday
6:41:06between 10 and 3. Uh bad days obviously
6:41:09it has to be Sunday and then Twitter
6:41:13best time to post 9 and 4. Uh bad days
6:41:17obviously Saturdays. Best times
6:41:19Wednesday. So as you can see in four uh
6:41:22platforms that we have seen the best
6:41:24days are winners
6:41:27okay because Monday everyone is always
6:41:31occupied with their activities because
6:41:35Saturdays and Sundays it's obviously off
6:41:37the businesses are shut down. So all the
6:41:40pressure of Saturday and uh Sunday falls
6:41:43automatically on Monday and Monday we
6:41:46are having a lot of backlog. So we will
6:41:48be shifting it to Tuesday. So most of
6:41:50the working professionals also will not
6:41:53have time and schools the same. So it's
6:41:56like Monday it's like obviously not good
6:41:59enough. Okay. By now you might have
6:42:01understood like social media is very
6:42:03fast. Okay. It is like if you are
6:42:06updated you are definitely going to be
6:42:08standing with the market otherwise you
6:42:10are automatically outdated if you're not
6:42:12following along. Okay. So it is a very
6:42:15interactive digital platform for users
6:42:17to share content and express emotional
6:42:19virtually. Uh businesses use social
6:42:22media to share stories about their
6:42:24companies that is a narration moment
6:42:26marketing and if you're doing the
6:42:28storytelling formats posting pictures of
6:42:31their products and obviously the
6:42:33discounts the great India sale August 15
6:42:36independent sales Diwali sales those are
6:42:39the uh things that businesses use.
6:42:42Social media can also increase
6:42:43conversion rates by driving traffic.
6:42:45Obviously, so social media will pull the
6:42:48traffic from those platforms and put it
6:42:50onto your uh website as well. Social
6:42:53media is a ongoing process. We have seen
6:42:55we have to be updated and we have to
6:42:58continuously flow with the market
6:43:00otherwise we are going to be outdated.
6:43:02Okay. So, social media is an ongoing
6:43:05process that requires a constant
6:43:07creation of content and engagement with
6:43:09the audience. If you are updated, you
6:43:12are there. If you're outdated, you are
6:43:14finished already. So, social media
6:43:16channel used by brands to engage users.
6:43:19This is these are the key takeaways. So,
6:43:22the current trends in the market, how do
6:43:24you understand it by user devices and
6:43:26popular apps as well? The best messaging
6:43:29elements. So, communications are
6:43:31awareness, differentiation, value. The
6:43:35functional elements used for brand
6:43:36engagements, knowledge sharing, events
6:43:39and all both organic and inorganic are
6:43:42used by brands to create their social
6:43:44media presence. The goal ultimately is
6:43:47to make a smart zone say specific,
6:43:51measurable, achievable, relevant and
6:43:53then time specific. There are the three
6:43:56different types of buyer persona that
6:43:58you are having. One is B2C business to
6:44:01customers consumer you can say otherwise
6:44:04you can say um direct to customers B2B
6:44:08businessto business brand use social
6:44:10media strategies like storytelling and
6:44:12moment marketing to engage their
6:44:14potentials okay are good to go on the
6:44:18next topic that's the Facebook page
6:44:21creation how do you get started and
6:44:23stuffs and all okay so we are going to
6:44:26get started with Facebook marketing Let
6:44:29us get started. The first objective will
6:44:31be creating a Facebook business page.
6:44:40Why social media is important? Let us do
6:44:43a very basic research. So social media
6:44:47users by country wise. So here we are
6:44:50just going to be understanding leading
6:44:52countries based on Facebook audience as
6:44:56per February 2025. Okay. So you can see
6:45:00who is on top that is in millions that
6:45:03is not in single numbers. We have around
6:45:06383
6:45:08million
6:45:09accounts audience on Facebook. When
6:45:12compared to other countries we are
6:45:15almost you can say double of the second
6:45:18most country. So there is a vast demand
6:45:22for social media because the businesses
6:45:25are being run using the social media
6:45:27platform. They are using it for you can
6:45:30say reaching out to the no more number
6:45:32of audience. So if you're talking about
6:45:34most social media popular social media
6:45:37platforms Facebook,
6:45:39YouTube, Instagram and then obviously
6:45:42we'll also be talking about uh Pinterest
6:45:46and LinkedIn as well. LinkedIn is
6:45:47specifically for you can say for
6:45:49business B2B but the three most uh
6:45:52important topics that we are going to be
6:45:54talking which is Instagram, YouTube and
6:45:56Facebook will be covered very
6:45:58detailedly. Okay. Now what is the use of
6:46:01this particular social media platform
6:46:04simple process is to create a brand
6:46:08awareness.
6:46:13Okay to just create a brand awareness.
6:46:15Now let's go in social media Facebook.
6:46:18Okay. So if we are just going into
6:46:20Facebook, the very famous uh p page that
6:46:24we have is Coca-Cola. Uh there was a
6:46:27concept, this is the hashtag that was
6:46:31very popular
6:46:33share a Coke. So what they had done with
6:46:36this particular concept is they had
6:46:39created their social media platform.
6:46:41Okay. So uh they wanted this brand to go
6:46:45crazy. Okay. Uh they had a lot of
6:46:48competitions and all uh but it was you
6:46:52can say a very multinational marketing
6:46:55campaign that they had done it. So what
6:46:58they did is you can just simply say like
6:47:00they asked everyone like if you're uh
6:47:02definitely buying a Coke please share it
6:47:06on the social media platform with a
6:47:08hashtag called as share a Coke. Okay. So
6:47:12what is going to be happening is the
6:47:14campaign which uses list containing 250
6:47:17rupees. Okay. So
6:47:20it was rolled out in 80 countries and it
6:47:24increased the sales of category by 4%.
6:47:28Because with that one campaign what
6:47:30happened? People crazily started buying
6:47:34those uh Cokes and sharing it just to be
6:47:37in the market just to be in the social
6:47:39media platform. Okay. without any
6:47:42investment organic coke share
6:47:46raised by 4% and there increased the
6:47:49consumption by 7%. This was the
6:47:52advantage of social media. Now can you
6:47:55just relate one more example of this
6:47:58Coca-Cola brand and say uh the
6:48:01disadvantage for that because we had one
6:48:04with Cristiano Ronaldo. So football
6:48:08player inflicted 4 billion loss on soft
6:48:12drink just because one action taken. He
6:48:16was having that interview. Okay. In that
6:48:19interview in 1 second what he did is you
6:48:23can just see like he the the Coca-Cola
6:48:26brand bottles were there in front of
6:48:28him. He simply removed those bottles and
6:48:32kept it below. And in the next second he
6:48:35told like drink water not coke. So that
6:48:39one action inflicted a huge loss for
6:48:44Coca-Cola in the market valuation. So
6:48:48what I am trying to say is anything
6:48:51which goes popular on social media can
6:48:55inflict a change in your complete
6:48:59campaign type. Okay? It can be a
6:49:01success. It can be a disaster any time.
6:49:05You will never even understand and try
6:49:08to analyze before that your brand might
6:49:10arise and then it might also die. Okay?
6:49:14Be very careful while you're
6:49:16communicating on social media. Facebook
6:49:18personal profile is different.
6:49:20Professional profile is different. Okay.
6:49:22From personal profile you can only post
6:49:25stuffs and only your friends can see it.
6:49:28Personal. So when the point is about
6:49:32personal profile,
6:49:36it can be shown
6:49:40to friends only. Okay. and it has a
6:49:44limited reach
6:49:47and it is also a private account you can
6:49:49say okay but when I'm talking about
6:49:53professional like FB page
6:49:57so this is first of all a public account
6:50:01okay so it's like uh to the all audience
6:50:04and reach is in millions
6:50:11okay and Then you can also have
6:50:13analytics for your account.
6:50:18Okay. So you can have the reports like
6:50:20what is happening and definitely you can
6:50:22have the ads manager to run ads.
6:50:28Okay. So there is a slight difference
6:50:30between having a personal account and
6:50:33the professional account. So in
6:50:35professional account the account is
6:50:37totally public and the reach will be to
6:50:39the millions. reach is limited because
6:50:41only if you post on your Facebook
6:50:43personal account definitely it will be
6:50:45shown to your friends and not it will
6:50:47not reach out to a lengthy audience okay
6:50:50and then that's it uh but here you will
6:50:52be having analytics which is very
6:50:54important okay you will be having
6:50:56analytics you will be having option to
6:50:59run ads on your account that's the
6:51:02reason you need to have a Facebook page
6:51:05rather than having a Facebook profile
6:51:09It's not about
6:51:11creating a Facebook page.
6:51:19You need to maintain it
6:51:23by posting frequently or regularly. You
6:51:27can say content creation is very
6:51:29important guys. Now most of the people
6:51:32what they do is they simply create a
6:51:34Facebook page and they start running
6:51:36advertisement and they use it only for
6:51:39running ads. No, that's not true. You
6:51:41need to have accounts. I'll just list
6:51:43out some of the examples of very good
6:51:45Facebook channels.
6:51:47Coca-Cola and then we have Nike. I'll
6:51:50just narrate you through those
6:51:51platforms. And then we have Myntra.
6:51:54Okay. And then we have there's one more.
6:51:56I'll just uh come to that particular one
6:51:58last. So as you can see Coca-Cola has a
6:52:00cover image. Uh it has a very good DP
6:52:03that's a profile picture. It has a name
6:52:06and then it has a little bit brief about
6:52:08them the categories and the URL as well.
6:52:12And they are regularly posting. If you
6:52:14can just see they're posting this was
6:52:16posted yesterday. This was posted on 5th
6:52:19and fifth and then third. So maybe
6:52:22alternate days two days they're always
6:52:24consistently posting some aspects which
6:52:27is very important. So now let let us go
6:52:29to the second profile which is Nike. So
6:52:32here also they run the advertisement
6:52:34that's for sure but if you see they are
6:52:36always posting it also. So they are
6:52:38utilizing it for posting the reals as
6:52:41well.
6:52:43So 9th September 9th September they are
6:52:47mostly focusing on uh posting you can
6:52:50say videos. Now you need to give a
6:52:52complete company brief also when you're
6:52:54uploading it. So you have your page
6:52:57name, you have your logo, you have your
6:52:59cover image and the complete brief. But
6:53:01when I go in the about us section, I
6:53:04need more details about the company as
6:53:07well like what are they doing and stuffs
6:53:09and all it's like now your Facebook page
6:53:12is your website now. Okay, a mini
6:53:14website you can say. So you can say like
6:53:19Facebook page is your mini website.
6:53:25And you need to maintain your uh mini
6:53:27website in a very good authentic way.
6:53:29Now in your mini website if you're
6:53:32writing the about us section just do it.
6:53:34What does that mean? So this is actually
6:53:36the tagline for them. So we'll just do
6:53:39one thing like we will take a
6:53:43e-commerce website which will have more
6:53:45details in the about us section. So if I
6:53:48just go in here, you can see they will
6:53:50have a complete company brief following
6:53:53up with the policies and terms and
6:53:56conditions. Everything will be totally
6:53:59detailedly descriptive. So this is
6:54:02nothing but setting up of your Facebook
6:54:05profile, Facebook page creation with the
6:54:08complete optimization as well. So we
6:54:12have a few steps for getting started
6:54:14with creation of Facebook page and also
6:54:17optimizing it. So let us just uh get
6:54:20started. So we will have one of the
6:54:22topics of creation
6:54:26of
6:54:28Facebook
6:54:35and optimization.
6:54:40So what all things are necessary? Okay.
6:54:43So let's get started. So there will be
6:54:45some points that we are going to be
6:54:47starting. So first of all is you need a
6:54:50company logo.
6:54:52Very much important. Okay. And then you
6:54:56need the brand name.
6:54:59That's a legal name you can say
6:55:04for listing out your page. And then we
6:55:07need a cover picture. That's a
6:55:09background. So these are the documents
6:55:11that would be required to get started
6:55:13with that and then you need to have your
6:55:15right color and tone guys like the
6:55:19concept that you're talking and then you
6:55:21should try to have two color
6:55:23combinations for your website
6:55:26it is suggested okay and then
6:55:31additional colors if you wanted I would
6:55:34suggest two color combination with white
6:55:38and black you can play around with it.
6:55:41Okay, white and black can be your
6:55:43additional uh colors.
6:55:47White and black can be your additional
6:55:49colors because here if you see myra if
6:55:52you see their post it is always
6:55:55interconnected with their subjects.
6:55:58Okay. So the logo the posters you can
6:56:00see here the colors of the poster don't
6:56:03you think it is getting connected with
6:56:05the logo? So that is where we need the
6:56:07right colors and then definitely we need
6:56:10uh website URL. If you don't have any
6:56:13that's not a problem that's not mandated
6:56:15and then they would be asking the
6:56:17address address of the company or the
6:56:20page you can say.
6:56:24So this is very much important and then
6:56:26they'll be asking you the phone number.
6:56:28This is a optimization steps which I'm
6:56:30mentioning it guys and then we will be
6:56:33having the about us section.
6:56:36about us description you can say.
6:56:40Okay. So this is a complete description
6:56:42and then we are going to get started
6:56:44with high-end visuals.
6:56:48That's a postings.
6:56:51Okay. I'll just go ahead and simply log
6:56:54into to your Facebook account. Okay. And
6:56:57if this is the account you will have on
6:56:59the left hand side you can see all your
6:57:01pages. If not you can just go in your
6:57:05widgets menu widgets on the left hand
6:57:07side you can see what all pages you have
6:57:09created. So in the left hand side in the
6:57:12widgets if you click on the pages it
6:57:14will show you all the pages that you
6:57:16have but on the right hand side there is
6:57:18a create option and in the create option
6:57:21you can see the page option here. Now
6:57:23click on the page option they will be
6:57:26asking three questions here. Just make
6:57:29sure once you are creating a Facebook
6:57:32account, you're not directly jumping
6:57:34into Facebook page creation. Try to
6:57:37connect with some of your friends. Okay?
6:57:40Have some friends on your Facebook
6:57:41account. Then have some postings because
6:57:45Facebook actually monitors your
6:57:47activity. In case if you're simply
6:57:49creating your Facebook account and then
6:57:51from that step you're directly jumping
6:57:53into the Facebook page creation then you
6:57:56will be having the chances of having
6:57:58error of not uh letting you create the
6:58:01account. At least give 24 to 48 hours
6:58:06after your Facebook profile creation to
6:58:09do the process of creating profile
6:58:11otherwise you will have a error of your
6:58:14page not being created. First thing
6:58:16which is very important is a legal name.
6:58:19So what I will do is MF online classes.
6:58:26So like Mohammad Faruk online classes
6:58:28that is what I wanted to mention. Now
6:58:30this is your brand name. Now this is
6:58:31your legal name. Okay. As you can see on
6:58:33the right hand side I am uh setting it
6:58:36up. Okay. So this is a desktop that's
6:58:38the mobile version. So this name is also
6:58:41available. So you can see that is giving
6:58:43as a tick mark. it is a little bit
6:58:45unique from the others. So first is you
6:58:48need to have your legal name which is
6:58:51very important. Okay. So legal name can
6:58:53be your business name, it can be a
6:58:56public figure name. So influencers,
6:58:58content creators, they can have their
6:58:59own uh accounts as well. That's not a
6:59:02problem. So in case suppose if I am
6:59:04seeing okay we we might see Virat Kohis
6:59:08or maybe Cristiano Ronaldo. So first we
6:59:11will see Virat. So Virat Kohli don't
6:59:14they don't have a personal account. They
6:59:17don't have a personal account. This a
6:59:18page. Okay. So this is the page that
6:59:21they have created. This is not for the
6:59:23personal purpose. This is for the
6:59:25professional page. So I'll just give it
6:59:27a name MS office classes. Okay. Then
6:59:31category is very important. Now where
6:59:33does your business lie on which
6:59:35category? There are a number of options
6:59:37as you can see. So we have marketing
6:59:39agency, advertising, consulting, women's
6:59:42clothing and suppose if I'm just going
6:59:44for e-commerce, you have uh women's
6:59:47clothing shop, men's, you have
6:59:49commercials and then if I'm going for C,
6:59:52you have digital creator what we are
6:59:55actually right now supermarket, beauty,
6:59:57cosmetics, there are a number of
6:59:59categories. So you can just select it.
7:00:00Right now mine is more of educational
7:00:03based. So what I will do is I will just
7:00:06put it as educational website. You can
7:00:09give two or three categories but it is
7:00:11suggested to have one category only and
7:00:14then after the categories you need to
7:00:16have a quick bio. Now this bio is just a
7:00:19small brief about yourself. It is like a
7:00:23intro introduction about yourself. So
7:00:26I'll just uh quickly write down this.
7:00:29The name is given okay page name and
7:00:32then you have the category and then
7:00:34after category we are having the bio.
7:00:37This is a quick brief these are the
7:00:39first steps. So simply click on create
7:00:41page and with this the creation of page
7:00:44is getting created. Okay it is getting
7:00:47launched now and from here on we will
7:00:50get started with setting up of the page.
7:00:52This is just a process of creation. Now
7:00:55we are going to get started with setting
7:00:57up that is optimization. The first step
7:01:00is done of creation. First of all they
7:01:02need a website very much important. This
7:01:06is a website. A phone number. I'll just
7:01:08try to avoid it. Email ID also I'll just
7:01:11try to avoid it. And uh location maybe
7:01:14you can say I'll just enter the city.
7:01:21City postal code. I would try to avoid
7:01:24it. What are the hours working? It is
7:01:27always open. So these are the parameters
7:01:30that you need to uh mention it because
7:01:32it is getting listed here. So click on
7:01:34next. And with that we are moving in the
7:01:36steps of uh getting started with the
7:01:39account. Now here two things are very
7:01:41much important. Okay. One is profile
7:01:43picture and then one is a cover image.
7:01:46So what I'll do is I'll simply uh get
7:01:49into the Canva now.
7:01:52So what I need is I need a logo first of
7:01:55all. Okay. So simply search for logo.
7:01:58You will find a lot of good designs. So
7:02:00let me just take a blank screen.
7:02:04We are not editing anything guys. We
7:02:06will be taking a very simple design for
7:02:08a logo. And with that we will just get
7:02:10started. It's not like we will be
7:02:12sitting and searching for a lot of
7:02:14things. So what I'll do is educational
7:02:18educational logo. So I would just try to
7:02:20have it.
7:02:23Okay, we'll just go ahead with this
7:02:25guys. So this is very small. So MF
7:02:36this is a simple one. Uh a little bit
7:02:38decoration maybe one circle line to just
7:02:41make it a little bit more authentic.
7:02:45just for a a little bit designing
7:02:48purpose. Nothing more than that. So this
7:02:50color also maybe I'll just put it to
7:02:52this. Okay, just for being a little bit
7:02:55authentic. Okay, so I'll just quickly
7:02:58download this
7:03:02logo is downloaded. So I'll just quickly
7:03:06uh save it. Okay, saved. and then I'll
7:03:10jump into cover image
7:03:14Facebook cover photo.
7:03:17So this is the size of the cover. Again
7:03:19I'll take it very simple. Okay. Uh in
7:03:22the meanwhile I'll just upload the logo.
7:03:25So here this was the logo that I had
7:03:28created. So I'll just open it up. So if
7:03:30you can just see here the logo has been
7:03:32changed. Okay. I'll just take uh I'll
7:03:35just update some image in the back end
7:03:38of students.
7:03:43Little bit editing, nothing more.
7:03:54We have our logo as well, right? So, we
7:03:56can remove it and maybe we can just uh
7:04:00edit it a little bit as quick as
7:04:02possible.
7:04:08So coming back to this now here the logo
7:04:11is uploaded. Now I need to upload my
7:04:14background image. So click on add image
7:04:16and then the add background is also
7:04:19getting added. Okay. So actually it will
7:04:22not be positioned here. As you can see
7:04:26the banner will be here. The logo
7:04:28position is here. Initially while we are
7:04:30creating it, it is showing in the middle
7:04:31but it will be in the left hand side. So
7:04:33don't worry that uh most of the content
7:04:35is getting hidden. Okay, no worries on
7:04:37that. And then after that they need to
7:04:40have one button. See this is a follow
7:04:42button. What you have just beside that
7:04:44you need to have a button. Now what do I
7:04:47mean by button? Button is something like
7:04:48redirecting people to somewhere making
7:04:51them take a action button to chat with
7:04:54you or getting a option to maybe visit
7:04:56your website. getting a option to
7:04:59directly having a WhatsApp chat and also
7:05:01you can definitely do it. So what I will
7:05:03do is I'll just simply uh click on it
7:05:06try now and it's more of like learn more
7:05:09rather than the send message. Learn more
7:05:12option will be better and in learn more
7:05:14we will definitely give the link of
7:05:17simplylearn.com.
7:05:19Okay. So now the button is also
7:05:21activated. So you can see here the
7:05:23button will be getting activated very
7:05:25soon. So what are we done here? So
7:05:28customize the page, the logo and the
7:05:31cover image and the button and then we
7:05:33are continuing with the further steps.
7:05:36Then obviously uh there is option of
7:05:38connecting your WhatsApp as well. So if
7:05:41you definitely want to connect your
7:05:42WhatsApp, you can connect it here. You
7:05:44can see the image is already popped up.
7:05:46So WhatsApp can be done. It's a optional
7:05:49option. Okay. So either you can activate
7:05:51it or you can just let it be. Now how do
7:05:54you get started with the buildup of your
7:05:57Facebook page? Okay. So for that the
7:06:00major aspect is you need to have your
7:06:02friends. You need to have your own
7:06:04community. Now this community you can
7:06:08make them interact with you, get engaged
7:06:11with you and help you out with getting
7:06:14started. Okay. So you can invite your
7:06:17friends to like your pages. Okay. So you
7:06:19can click on invite friends and if there
7:06:22is anybody you can just uh select that
7:06:25particular account okay like this and
7:06:27then click on send invitation. So you
7:06:30can invite your friends to like your
7:06:32particular page okay so that step can be
7:06:35done. So uh after that you can just
7:06:37click on next and with that do you want
7:06:40to have page notifications on your
7:06:42profile? Definitely yes. Any marketing
7:06:45and promotional emails about your pages?
7:06:47Not required. So we'll just click it on
7:06:49done. And with that the complete process
7:06:53of creation of your Facebook page is
7:06:56done. So now this is your Facebook page.
7:07:00Okay. So you can invite your more
7:07:02friends, you can run uh pages, you can
7:07:04share your post. This will actually
7:07:06enhance your Facebook profile. And this
7:07:09is the brief that you have given. So
7:07:11page name, your location, your website,
7:07:14your open address and stuffs and all.
7:07:16And then by default the first post is
7:07:20always your profile picture. So you what
7:07:23you can do is you can simply go in and
7:07:25hide it from your profile because we are
7:07:28going to be posting stuffs now. And then
7:07:30after that we will be having a about us
7:07:33section. So in about us section we have
7:07:35multiple options like you need to add on
7:07:39these data as well like your phone
7:07:41number, your WhatsApp number, your email
7:07:43ID and then definitely your service
7:07:45area. So what I will do is I will just
7:07:47enter some of the locations that we
7:07:50have. So we have Hyderabad, we have uh
7:07:53Sigraad and then we have Amir Pit
7:07:58where we can sell our uh services some
7:08:01of the places where I provide my
7:08:04services. So that it is getting shown
7:08:06there also. Now these three documents
7:08:08are very much confidential guys. We are
7:08:11not supposed to share any details. So
7:08:13that is the reason I will leave these
7:08:15three options uh empty. But for your end
7:08:19it is mandate to add your phone number.
7:08:21It is also mandate to add your WhatsApp
7:08:24and then your email id so that people
7:08:27can get connected with you. On the left
7:08:29hand side you can see there is a option
7:08:30called as professional dashboard. Okay
7:08:33the professional dashboard is where you
7:08:36will have the complete inside and
7:08:40reports of your website. How many views
7:08:42you have got on your videos?
7:08:45What is the interaction rate? What are
7:08:48the new followers? And how is the scale
7:08:50running up? So, how is your content
7:08:52being reached out to the next number of
7:08:55audience? How is the engagement? How
7:08:58people are interacting and engaging with
7:09:00your stuffs and all everything will be
7:09:02allowed here. So, you can see in the
7:09:04view option. So, like how is the view
7:09:07rate? Uh so how many followers are
7:09:10following your views and how many non-f
7:09:12followers we will get a complete
7:09:14database as well. So we can have some
7:09:17estimation of earnings as well through
7:09:19through the collaborations and all. So
7:09:21you can definitely check that option. So
7:09:24that is like totally monetization. So
7:09:27with that we will just uh head back to
7:09:29the main page that we were having. So
7:09:32you can have your professional dashboard
7:09:34in in which you can have the complete
7:09:36insights about your Facebook page what
7:09:38is happening and all and then insights
7:09:40the more details it is like you will
7:09:42have the best performing article best
7:09:45performing post which is very popular ad
7:09:48center uh creating the advertisement
7:09:51boosting post if there is some Instagram
7:09:53post and if you want to definitely boost
7:09:56it out then you can try out this
7:09:58particular option of boosting Instagram
7:10:00post and then You have a option of
7:10:03setting up of your account. That is a
7:10:06basic settings in which you will have an
7:10:08option called as access and control. You
7:10:12can just switch your accounts. Okay. Now
7:10:14this is the page account. Now I don't
7:10:16want to operate on this. I want to
7:10:18operate on this particular profile. So I
7:10:21can quickly change it. So this is like
7:10:23switching. Now that is a separate
7:10:25entity. Now MF online classes is a
7:10:29separate entity. You might have heard is
7:10:32owner and business is different. Both
7:10:35are not same. Okay. So this is what it
7:10:37is. Facebook profile and Facebook page
7:10:40both are different. You can connect it.
7:10:42Now in case in future if you want to
7:10:45delete like this is a sample page sir. I
7:10:47just wanted to delete it later on so
7:10:49that I don't have a bulk of pages with
7:10:51me. So what you can do is you can go
7:10:53into the option called as settings.
7:10:56Okay. There will be option called as
7:10:58access and control.
7:11:00Okay. In access and control, you can
7:11:02click on deactivate, unpublish this page
7:11:06for the temporary basis or maybe totally
7:11:09permanently delete it. I would recommend
7:11:11you to deactivating rather than
7:11:13permanently deleting because once you
7:11:15delete the data is gone. You can give
7:11:18access of your Facebook pages to other
7:11:21profiles. How do you do that? That
7:11:24process we are going to be seeing it.
7:11:26Suppose this is my Facebook page. Now I
7:11:29want to give a access of that Facebook
7:11:31page to someone else who can operate
7:11:34without even accessing my my account.
7:11:36Okay. So first of all they need to be
7:11:39connected with me on my Facebook
7:11:41account. And then after that you can go
7:11:43in the settings option. In settings
7:11:46option we will have a option called as
7:11:49page setup. In page setup there will be
7:11:52one option called as page access.
7:11:55page access is you can invite
7:11:58individuals
7:12:00to operate your account from their Gmail
7:12:04ID. So first priority is they need to be
7:12:07connected with you on your Facebook
7:12:10profile. Once they are connected then
7:12:12from here on you can select them and you
7:12:15can give them the access like what all
7:12:17access do you want to give them? Like
7:12:20suppose I want to give this particular
7:12:21guy only to post on this particular
7:12:24account. So he can only post content
7:12:27like he can create he can manage or
7:12:29delete post stories or res. That's the
7:12:32one access that he can do it and the
7:12:34other three access are not given to him.
7:12:37So he can only work on that one
7:12:39particular access otherwise I can give
7:12:41him access to reply to the messages the
7:12:45inbox and the calls as well. and then
7:12:48some community activities and then I'm
7:12:50also giving him access of ads and inside
7:12:54now this is the complete access of your
7:12:57profile. So you need to restrict it
7:13:00either you give him the access of only
7:13:02advertising or if you're giving only
7:13:05give the access to operate the page and
7:13:07not to run the advertisement. So you can
7:13:10give individual access to individual
7:13:13people like there are two or three
7:13:15interns. Okay. I can give them different
7:13:18role designations
7:13:21as a administrator, as a content
7:13:23creator, as a advertisement running uh
7:13:26manager. The rules can be different.
7:13:29That access will go to their profile. So
7:13:31from their profile they can still access
7:13:33my uh my page. Now in this particular
7:13:37Facebook, what do you mean by meta? So
7:13:41I'll just give you a small brief.
7:13:43Initially Facebook was one entity,
7:13:45WhatsApp was one entity, Instagram was
7:13:48one entity. Okay, it was owned by
7:13:50different persons. It is not like owned
7:13:52by one person. So what Facebook did is
7:13:56they created one parent company. Okay.
7:14:00Under that parent company, they bought
7:14:03all this companies. the Facebook, the
7:14:06WhatsApp and the Instagram. So these are
7:14:09their child company. Okay. So Meta owns
7:14:13Facebook, WhatsApp, Instagram and like
7:14:15this it owns around 40 to 50 softwares
7:14:18that is there in the market. So Meta is
7:14:21owned. Now you can see the parent of
7:14:24Facebook and Instagram is Meta. So in
7:14:27Meta we can connect both the accounts
7:14:30the Facebook and Instagram account. So
7:14:33if you want to post on Facebook on
7:14:36Instagram, you don't need to go
7:14:38individually in Facebook and Instagram
7:14:40and then post it. No, you can directly
7:14:43post on both the platforms using the
7:14:46meta business suit. Now how do we
7:14:49connect it? That process we are going to
7:14:51be understanding it. And what is meta
7:14:53business suit? Meta business suit is a
7:14:56place where we can post at once on both
7:15:00the platforms like Facebook and
7:15:02Instagram.
7:15:04But we need to connect it. So if you are
7:15:06in your Facebook page, you will have one
7:15:08option here called as meta business
7:15:12suit. Okay, this is meta verification,
7:15:15lead generation, the advertisement
7:15:17place. There's one option called as meta
7:15:20business suit. access the tools you need
7:15:23to stay connected across Facebook and
7:15:26Instagram both. Now this is your meta
7:15:30business suit in which you can connect
7:15:34both the accounts the Facebook and the
7:15:38Instagram account. You can connect it
7:15:40very easily and you can track the
7:15:43activities of both those platforms on
7:15:46one particular software called as Meta
7:15:49Business Suit.
7:15:51Okay. So you can see all the activities
7:15:54that is happening on Facebook as well as
7:15:56on Instagram. So you will see the
7:15:58reports of both the platforms not one
7:16:00individual. Okay. So you can see inbox,
7:16:06you can see the comments that you are
7:16:07receiving on Instagram as well as on uh
7:16:10messenger as well as on the Facebook uh
7:16:13also. Okay, so everything you can
7:16:15monitor it from one place. Okay, it is
7:16:18like there are two to three CCTV cameras
7:16:22and all those CCTV cameras are connected
7:16:25one to one system. So from one system
7:16:28you are accessing the four cameras. So
7:16:31that is what we are doing it right now.
7:16:33So with this what you need to do is once
7:16:35you create your Instagram account come
7:16:37in meta business suit. I'll just show
7:16:39you once again how do you come to your
7:16:41meta business. Go to your page. Okay
7:16:44this is a page and just scroll down. You
7:16:46have meta business suit. Click on this
7:16:49option and you will be redirecting to
7:16:51your meta business suit in which you can
7:16:55connect your Instagram account and then
7:16:58from there you can activate it. Okay,
7:17:02once it is activated you can do the
7:17:04posting for both the platforms from one
7:17:06platform. So as you can see if you are
7:17:09posting you can create the post and you
7:17:12can also post it in your Facebook as
7:17:14well as on Instagram. on both the
7:17:16platforms. It will get integrated and
7:17:19posted at once. You will beuling the
7:17:22post on both the platforms and you can
7:17:25monitor it from here as well both the
7:17:27platforms like the inbox and then after
7:17:30the inbox you can definitely see your
7:17:32ads also and then also you can have the
7:17:35complete content all the data that is
7:17:38available the insights and all you can
7:17:40see it on meta business suit. Now let us
7:17:43get inside the posting aspect. How do
7:17:46you post? What do you post? Okay, that
7:17:49is very much important. So now we are
7:17:51creating a Facebook post. Simple post.
7:17:57Okay. Now in that Facebook post I would
7:18:00need some of the details. So I would
7:18:02need a headline. Okay. And then I would
7:18:05need a description
7:18:08and then I would need a hashtags.
7:18:11Okay. And then obviously if you want to
7:18:13add a image definitely you can go and
7:18:16maybe you can say video or image you can
7:18:19do it from the Canva also it's up to
7:18:21you. You can create one design. Okay. I
7:18:24need this. It is very much important. So
7:18:26I need to create a headline. Okay. So
7:18:29now if I want to uh create a particular
7:18:32headline, how do I get started is
7:18:34hashtags also you can just try write uh
7:18:37Facebook uh hashtag generator
7:18:41if that is really good
7:18:44if can be done. So this is like hashtag
7:18:47generation. Okay hashtag generation. So
7:18:51what I can do is I can just type uh
7:18:54digital marketing
7:19:01generating the hashtags for digital
7:19:04marketing generate hashtags and guys as
7:19:07as most of the people I think they they
7:19:09think like we need 30 hashtags that is
7:19:12not necessary guys we can go ahead with
7:19:14as minimum as possible. Okay. Okay. And
7:19:18then uh headlines you need a question.
7:19:21Now there is one website called as
7:19:24answer the public. So here you can
7:19:27actually get the complete very good
7:19:29content on that guys. So suppose if I'm
7:19:32talking about digital marketing so first
7:19:36enter the keyword okay then which
7:19:38location and then you can just click on
7:19:40search button. So once you're searching
7:19:43it you will get a complete big web and
7:19:45in that you will have a big questions.
7:19:48So always your headline can be a
7:19:51question narrative to the answer. Okay.
7:19:54So try to have it in that particular
7:19:56format. Description is something like
7:19:58you need to do it. Uh now what I want is
7:20:01I need a sample. The sample the headline
7:20:04goes like anything you can just look at
7:20:07it. So questions we have many. So you
7:20:09can see why digital marketing is
7:20:12important for businesses. So here it is
7:20:15and then some more questions.
7:20:17I feel this is a very good question.
7:20:19Maybe we can just take it. Why digital
7:20:22marketing is very much important. So
7:20:25this is my question now. Okay. We'll be
7:20:28creating a post on this guys. So
7:20:30headline is done. Now I need the
7:20:33description for that.
7:20:36Okay. So you can write it on your own or
7:20:39maybe you can just use some data which
7:20:41is available. Okay. Establish a strong
7:20:44personality. Okay. This is a very good
7:20:46descriptive uh angle. Now I am moving on
7:20:50to the hashtags. Okay. So hashtags we
7:20:53have got some right. Digital marketing
7:20:56strategies, online branding.
7:20:59Okay. Content
7:21:02this is not required. So three to four
7:21:05hashtags are something like good enough
7:21:07guys. So it is not not necessary. Now
7:21:10you can have your image slash video
7:21:13whatever you feel like. So what I will
7:21:15do is I will simply go on Canva. Okay.
7:21:19And I will take a very good perfect size
7:21:21for uh this one. Uh so Facebook post.
7:21:26So let me just see see all and we have
7:21:30Facebook and Facebook uh landscape is
7:21:33the pro proper size. So I will just pick
7:21:35up this particular one and I'll just
7:21:37drop one image and then maybe we'll just
7:21:40um let us like uh digital marketing.
7:21:48Okay, we'll just this is right uh MF
7:21:55online classes.
7:21:58Correct. This is the one right. So I'll
7:22:00just simply uh download this. This is
7:22:02the image. Now I'm going to be doing a
7:22:05Facebook post. This is my sample post.
7:22:07So hashtag is also done and then image
7:22:12and video is also attached. Now I'll be
7:22:15showing you the process of publishing
7:22:17the Facebook post. Sample post is ready.
7:22:20Now what I need to do is I need to get
7:22:22onto this particular platform now. Okay.
7:22:25And I need to post something now. So
7:22:27simply I will go here. What's on your
7:22:30mind? And here let me just get started.
7:22:34Okay. So my question is very clear. So
7:22:38here I'll just put it as why digital
7:22:42marketing is important for small
7:22:44businesses and then I will just put the
7:22:47quick answer to that and then comes
7:22:50along with my hashtags. So these are the
7:22:54hashtags.
7:22:56Okay. Now you have to create your own
7:23:00hashtags as well guys because that will
7:23:02be for community building up. Okay, it
7:23:05is very much very important. So we will
7:23:08be following so SMM and uh social media
7:23:12marketing guys. So this will be our
7:23:15hashtag. This is a community hashtag.
7:23:18Okay. So I have created this and see the
7:23:21question is there, the answer is there,
7:23:24the the hashtags are there. The only
7:23:26thing that is missing out is the image.
7:23:29So let me just quickly upload it. Okay.
7:23:32So you can see the image is also
7:23:34uploaded. And with that we are good to
7:23:37go and publish it. So SMM. So just click
7:23:41on publish. So it will get post. Okay.
7:23:44The post is done. Now if I take this
7:23:48particular hashtag, okay, and if I go in
7:23:50the search bar and search for this, you
7:23:53can see my post will be available. Okay,
7:23:56because this is my community.
7:23:59Now, we need to get started with uh
7:24:02posting.
7:24:05What all rules and regulations and
7:24:08angles do we need to follow to have our
7:24:12post have more reach? So, we will get
7:24:15started. So, we are going to be talking.
7:24:18First of all, we need to have updates
7:24:23on our products and [snorts] services
7:24:26whatever we are selling and all for that
7:24:29is the first priority. Okay. But other
7:24:32than that you can try having something
7:24:35like tutorials of doing things. Okay. So
7:24:40like you can go in in YouTube and you
7:24:43can see like there is a product but
7:24:45people don't know how to use it. So what
7:24:47they will do is those brands will create
7:24:50tutorials on that how do you use it?
7:24:53What is the process to use it? Like
7:24:55let's take a example we have seamrush.
7:24:58There is a tool okay uh this tool is
7:25:00specifically for keyword research okay
7:25:04or competitor analysis. There are
7:25:06multiple reasons. So what they have done
7:25:08it they have created one course for
7:25:12academy purpose in which they are having
7:25:14all this tutorials. So you can have a
7:25:17complete online classes about the topics
7:25:21that they are teaching. Okay. So suppose
7:25:24how do you get started with Seamrush?
7:25:26This is a tutorial narrated by them
7:25:29only. So these are nothing but tutorials
7:25:31about your product or services. The
7:25:33first one and the second is live
7:25:36streaming. If you see uh there's Shah
7:25:39Rukh Khan, he is very active on Twitter.
7:25:41Ask SRK. The hashtag is very famous. the
7:25:45moment he he is updating his tweet like
7:25:47I am ready to put in the answers to your
7:25:50questions. Please let me know your
7:25:52questions and put a hashtag of ask SRK.
7:25:56The reason why he's doing is he wants to
7:25:58engage the engagement the interaction of
7:26:02his channel has to grow. So that
7:26:04particular purpose he needs to do it.
7:26:07The same reason if you're having a
7:26:09product, if you are having a you can say
7:26:12service, you need to have more live
7:26:14streams to communicate with your
7:26:17audience to engage with your audience to
7:26:19interact with your audience. There are
7:26:22reasons why people why brands do this
7:26:25live streamings. Okay, so live streaming
7:26:27is one of the major aspect of your
7:26:30channel growth.
7:26:32Okay, so this is mandate. This is like
7:26:35not optional and something like that but
7:26:37other than that what all things can you
7:26:40do on your content creation. So live
7:26:43streaming we have understood and then we
7:26:46have to have some descriptive content
7:26:49which is like explaining about some
7:26:51specific content concept you can say and
7:26:54and then we can do testimonials very
7:26:57much important
7:27:00is nothing but a feedback
7:27:05from customer
7:27:07or client whoever it is testimonials
7:27:11and Then
7:27:13chit chat
7:27:15chitchat show where you are just
7:27:17engaging with your one. But amongst all
7:27:21this there's one additional option that
7:27:23you need to always have that is your
7:27:26humor.
7:27:29Humor is very very crucial.
7:27:33Now what is this humor?
7:27:36The two brands are very famous in do
7:27:39doing this humor type of content. Okay.
7:27:42One is Netflix
7:27:46and the other Zomato
7:27:50and in Zomato what do I mean?
7:27:53I mean Zomato notifications.
7:27:57So if you see it's it's probably your
7:28:00stomach making noise. Order something.
7:28:03So Zumato you can flirt with them. You
7:28:05don't know whom they are talking but we
7:28:07are the one they will call home to
7:28:09deliver the product obviously. So this
7:28:12is the humor marketing which I'm talking
7:28:14okay. So humor marketing is very very
7:28:17important. You need to add that humor in
7:28:19your brand. That is where the popularity
7:28:22will grow. It's not like see you can't
7:28:24have an uh Facebook or maybe you can you
7:28:27can have all your social media profiles
7:28:29and you can say like let me run it with
7:28:31simple content and simple posting stuffs
7:28:34and all and that's it. No, it will not
7:28:36have it. You will not have a growth.
7:28:38You're just having a posting done on
7:28:40your social media platform which is
7:28:41again irrelevant. That's just a
7:28:43formality
7:28:45and we can't live with formalities.
7:28:48Okay. So our research tells her that we
7:28:51haven't asked you to order biryani for a
7:28:53while now. Thought we should fix that.
7:28:54Shall we get it? See how how beautifully
7:28:57they are adding the humor
7:29:01beautifully because with this the
7:29:03engagement is increasing and before that
7:29:07people did not even remember like uh
7:29:09like what is this craze going on in the
7:29:11market. But the moment they started this
7:29:14particular concept, the notification
7:29:18concept, it got viral. So most of the
7:29:21people actually installed Zomato just to
7:29:24get this notification and put it in the
7:29:27I mean social media like I got a
7:29:29notification from Zumato regarding this.
7:29:31It's like more of like very good uh
7:29:33activity. It is making you push yourself
7:29:37to making that activity. So if you're
7:29:40talking me about how do you grow your
7:29:43channel regular posting of content you
7:29:46need to add humor okay let us see some
7:29:49of the more humor I'm not saying
7:29:50replicate them no have your own humor
7:29:54you don't need to copy anybody if you're
7:29:56copying what is the difference between
7:29:58them and you collaborations
7:30:05WWE
7:30:07now recently They have shifted their
7:30:11publishion with Netflix to have more
7:30:16reach. That is what collaborations does.
7:30:20So that is where all these options are
7:30:23very very important. National geography
7:30:27their reach organic is very very very
7:30:30good.
7:30:32Okay. because they created content
7:30:37groove
7:30:39by encouraging
7:30:42the UGC.
7:30:45The UGC full form is
7:30:48user
7:30:50generated
7:30:52content
7:30:56that was done by photo contest.
7:31:05What they did is they simply launched
7:31:07one campaign in which they said like u
7:31:11you take good photos and upload it and
7:31:15definitely tag uh National uh
7:31:18Geographics and if they like it
7:31:20definitely they'll call you up to their
7:31:23studios and they will allow you to do
7:31:26some of the recordings
7:31:28from their end. So you have to see this
7:31:31concept. So you have to utilize now if
7:31:34you are there in the market we need to
7:31:37monitor the market observe things based
7:31:40on that we need to do the activity. So
7:31:42this is where your social media will
7:31:44grow. It's not about the subject that
7:31:46you are posting. No it is about how you
7:31:49are communicating with your audience
7:31:52which is very very important. Okay. Now
7:31:54whatever concepts we have understood I
7:31:57would just be explaining in a
7:31:58theoretical aspect because the theory
7:32:00concepts are also very much important.
7:32:02Uh so static uh from the video based and
7:32:06Facebook says fun functionality AI
7:32:09generation content Facebook page and
7:32:11messenger we have understood the concept
7:32:14different types of post that we need to
7:32:16do on Facebook we have just done that
7:32:17regular postings uh that we need to be
7:32:20doing on social media post. Previously
7:32:23it was more of like image driven uh
7:32:25social media platforms but now that has
7:32:28totally moved on to the video format. So
7:32:31now if you ask me what is working more
7:32:34image or video I would definitely
7:32:37suggest like video is working more than
7:32:40the images. But it's not like you can
7:32:42skip out the images. No you have to work
7:32:46hand in hand. So you have to focus on
7:32:49videos but definitely you also have to
7:32:51get started with images also not be
7:32:54totally dependent AI based contents the
7:32:56content of group that are not followed
7:32:58displayed feeds. So this is a edge
7:33:01concept affinity the key and uh uh
7:33:05weight all those other activities.
7:33:09Now these three angles are very
7:33:11important guys. What you're posting,
7:33:14what is your type of content? And the
7:33:16third is what is the number of post
7:33:20likes that you have. See this will give
7:33:22you a reach. This is a algorithm. Okay.
7:33:25So the algorithm works like if you're
7:33:28posting something that content is unique
7:33:31and people are engaging with it. The
7:33:34moment these two things combine to the
7:33:36together automatically your reach grows
7:33:40a little bit more. So make sure your
7:33:42content is very valuable. It's not like
7:33:45the it's not like a simple AI created
7:33:48content and like you're just using it
7:33:50and just uh putting it wherever you want
7:33:53to do it. No. So it has to be unique. So
7:33:56try to have this uh unique identity. So
7:33:59evaluate and assign a score to your
7:34:02post. very much important. Arrange all
7:34:04post in descending and nonord orders. Uh
7:34:06repeat the process when a user does.
7:34:09Okay. So what type of ports post can you
7:34:12do? Informative authentic engaging
7:34:16audience and it should definitely
7:34:18connect with your with each other. Okay.
7:34:21See the moment you create something you
7:34:24should like it first. Okay. That is very
7:34:26important. If you don't like it and
7:34:28still you're posting it then it will
7:34:29never work out. Okay. First should be
7:34:32your life. So optimizing your res and
7:34:34all. So ranking ML algorithm. So this is
7:34:37a complete theoretical understanding of
7:34:39these topics guys. So Facebook elements,
7:34:42you have Facebook page, you have
7:34:44Facebook groups, you have Facebook post,
7:34:47feeds, advertisements, Facebook live
7:34:50marketplace, shops, everything you can
7:34:52have it. Now what is the type of post
7:34:54that you can have? You can have
7:34:56storytelling,
7:34:58motivational, engaging, personal is also
7:35:01very much important. You need to to
7:35:03connect with another. You need to give a
7:35:06demonstration of your life as well.
7:35:08Video humor as I have mentioned
7:35:10educational and promotional. All these
7:35:12activities difference between pages and
7:35:14post in Facebook page allows users to
7:35:18post updates that appears on followers
7:35:20new feeds. Promote products by
7:35:22interacting with the post. Encourage
7:35:26users to discover and promote products
7:35:29businesses. Connect with millions and
7:35:30active users. Okay. And then what are
7:35:34the advantages of uh Facebook pages as I
7:35:36have given you? You can run
7:35:38advertisement. You can see analytics.
7:35:40You can link to websites. You can
7:35:43increase the visibility. So these are
7:35:45some of the advantages. Okay.
7:35:47Visibilities. Now what do you want to
7:35:50actually uh understand by that is what
7:35:53is the age criteria, gender that people
7:35:56are getting connected, location, their
7:35:58languages, demographics because from
7:36:01here only we are picking up the things
7:36:03for our main uh advertisement purpose
7:36:06make them engage, make them comment. You
7:36:09might have seen this Instagram post in
7:36:11which uh please comment uh link in the
7:36:14comment box and I will share you the
7:36:16link. They are doing it to have more
7:36:18reach. That is the reason they are
7:36:20making you take a action. That's a push
7:36:22notification that is happening for you
7:36:24to take a action. So you can make sure
7:36:27like people are commenting on your pages
7:36:29and post. Okay. Uh messenger is more of
7:36:32like just for a communication purpose
7:36:34page. So it is excellent tool that
7:36:36allows one to connect with customers and
7:36:38prospect more personally. It's like
7:36:41one-on-one activity that we are having.
7:36:44Enable customers journey for a seamless
7:36:46experience. And now what are the demos
7:36:48that we have done is creating a Facebook
7:36:50page. Switching from Facebook to
7:36:53personal account we have done it
7:36:55optimization the menu setting up the
7:36:58phone number the WhatsApp and then
7:37:00website and everything whatever uh
7:37:02customization that we have done
7:37:03optimization and then edit option. So
7:37:06guys you can also edit your page
7:37:09whenever you want it. Okay. So what you
7:37:11can do is you can go into your page and
7:37:14there will be option of edit. Okay. So
7:37:17you can go in settings. Uh once you get
7:37:20inside the settings you will have one
7:37:22option called as
7:37:24page details. Page details. You can
7:37:27change your business names later on.
7:37:29Okay. So this can be edited like you can
7:37:32edit your page uh image. You can create
7:37:35your avatar. You can edit this names.
7:37:38You can edit all these options that is
7:37:41uh being mentioned. You can edit the
7:37:43name as well and images and all the
7:37:45other options are also available. So
7:37:48definitely that can also be edited from
7:37:50your end. Uh creating Facebook page
7:37:53post. We have created one of the post. I
7:37:56have given you the narrative like how to
7:37:57do it. The headlines, the description
7:38:00and the image and the hashtags
7:38:02everything should be added. And
7:38:03thenuling a post in the same aspects
7:38:06plugins and all. So these are the
7:38:08complete key takeaways. Uh so social
7:38:11media feeds in meta uh reflection
7:38:14algorithm that we had tried
7:38:15understanding theululing aspects and all
7:38:17using machine learning algorithm. Okay,
7:38:20machine learning helping. Okay, creating
7:38:22a Facebook page. Now we are going to get
7:38:26started with creating Instagram. Okay,
7:38:29so Instagram
7:38:30account. So what are the things that we
7:38:34are going to be talking about is so what
7:38:37are we going to do is simple uh we will
7:38:40create an Instagram account first okay
7:38:44and then we will convert it into
7:38:50into a a business page or maybe you can
7:38:54say slash content creator okay and then
7:38:59we will be optimizing the IG business
7:39:04page.
7:39:06Okay. And so what I have done is I have
7:39:09created one email id. So I'll just
7:39:11quickly put down that particular one. So
7:39:15uh sign in. So simply I'll click on sign
7:39:18up. Okay. This is the phone number and
7:39:20then I'll just quickly set down the
7:39:23password. So I'll just give the name as
7:39:27uh Muhammad Faruk. And then username
7:39:30I'll just give it as the channel name.
7:39:33So okay
7:39:36this is the process that I'm creating it
7:39:38guys. So so I'm just getting started
7:39:41with creating an Instagram account which
7:39:43is very simple. Okay. So I'll click on
7:39:45sign up and then it will ask me some
7:39:47basic details about the date of birth
7:39:50and stuffs and all. So I'll just quickly
7:39:52fill out this details.
7:39:55So we are done with this first first
7:39:58particular step. So that was creating an
7:40:01Instagram account. I'll just go in the
7:40:03profile and I'll just set up the basic
7:40:06things that is uh necessary. Okay. So
7:40:09I'll just uh set up the image of that.
7:40:13So this is a logo. As you can see
7:40:15there's not clearly visible but friendly
7:40:17you will be able to see it. Now what I
7:40:20will do is I will convert this uh
7:40:23business page. I'll convert this. Now
7:40:25this is a personal and as far as you
7:40:27remember when we were in Facebook like
7:40:29if I just go back to Facebook in
7:40:32Facebook I could create a separate page
7:40:35in my account my account is different
7:40:38and then I could create a separate page
7:40:41inside my account but in Instagram you
7:40:44have to convert the account that you
7:40:47have created so it should be like a
7:40:49personal or professional you can't have
7:40:52a personal account and create multiple
7:40:54of different pages. No, that is not
7:40:56going to happen. Go in the more options.
7:40:59Go in your settings. Okay. In your
7:41:01settings, you can just scroll down a
7:41:03little bit. You will get one option
7:41:06called as for professionals. Okay. And
7:41:09in that you will be having a option of
7:41:11account type and tools. So here here you
7:41:14will get this option to switch your
7:41:17personal into professional. Okay. you
7:41:20are sitting is switching your personal
7:41:22account into a professional account. So
7:41:25now click on switch to a personal
7:41:27account. Now in this uh professional
7:41:30account also you have two categories.
7:41:32One is business, one is creator because
7:41:35what people used to do is they even if
7:41:38they are a simple creator they used to
7:41:40call them as a business owners. So that
7:41:42is where what uh Instagram has started
7:41:45is if you're a content cleared creator,
7:41:47influencer, artist or an individual or a
7:41:50public figure there is a separate
7:41:52category called as creator. Now if you
7:41:55are a brand, if you're an organization,
7:41:57if you are a service provider, then you
7:41:58will be considered under business. Okay.
7:42:01So these are two different criterias of
7:42:04getting started with creating a business
7:42:07page. So mine is more of like you can
7:42:10say
7:42:12not business, I am more into content
7:42:15creation. Okay. So, I will select this
7:42:17option of creator and then I will click
7:42:20on next. Okay. So, before publishing
7:42:23flexible profile uh control. So, what
7:42:26will happen is you can uh you you will
7:42:29uh need to show your contact details
7:42:31like your email ids and stuffs and all.
7:42:34you will have a simplified messaging
7:42:36options and you will have a much more
7:42:37growth because you will have some
7:42:39options of uh getting started with your
7:42:42analytics and then then having your
7:42:44advertisements also created. Okay. So
7:42:47these are the advantages that you're
7:42:49having
7:42:51and in that now once you are getting
7:42:54started with creating this particular
7:42:56page the first thing is
7:43:08first that you will be asked is
7:43:11category.
7:43:13Okay because name and all you have
7:43:15already given it. So major is category.
7:43:17So try to have a very good category. So
7:43:20also there is a option like do you want
7:43:22to show this particular category or not?
7:43:24Because if you go on Instagram okay and
7:43:27if we are jumping into simply learn
7:43:30let's say like I am just uh searching
7:43:33simply learn.
7:43:36So they are business they have selected
7:43:38a option called as education. That is
7:43:40their category. That is what we need to
7:43:42do. Now I I selected my thing as
7:43:46individual. Okay, that was the creator.
7:43:48So for me personal blog, musician
7:43:53or something you have more options. So
7:43:54you can just try it. So you can say I am
7:43:57more of like a digital creator, content
7:44:00creator. Yeah, there's a option called
7:44:02as digital creator. Otherwise you can
7:44:04say yourself as entpreneur.
7:44:08So you can have some option of
7:44:09entrepreneur as well. Uh so we will just
7:44:13get started with digital creator for the
7:44:15time being. So select that option. Make
7:44:17sure you are showing it on your profile
7:44:19guys. Click on done. Okay. So now it's
7:44:22asking a very clear indication. You are
7:44:25switching your personal account into a
7:44:28professional account. So your profile
7:44:30and content on Instagram will be public.
7:44:34Now there is nothing called as private.
7:44:36There's no p private activity. So what
7:44:39what will happen is account will become
7:44:41public automatic.
7:44:45Okay. So this is more of like it will
7:44:48become automatic.
7:44:50P public no option of private here. So
7:44:52the account becomes public straight
7:44:54away. So you anyone with uh with your
7:44:57content in search results can switch off
7:45:00anytime in there. You will no longer
7:45:02Okay. Fine. So I have just quickly
7:45:04clicked it on uh done. So it is saying
7:45:07like it is uh ready and good to go.
7:45:11Okay. So now uh this has become a
7:45:14professional account. Now this was just
7:45:17a process a simple process of converting
7:45:20it into your business page or a content
7:45:24creator. So this was a complete profile
7:45:26guys. So we need to get started with
7:45:28optimization. So I'll just come in here
7:45:31and then we will have uh the name. So
7:45:34the name is already done. Okay. If you
7:45:37want to change the logo and stuff and
7:45:38all. Okay. And then a bio. So uh for the
7:45:42time being I'll just keep it to testing
7:45:44website. Okay. Prefer and all stuff and
7:45:48all not required. So I'll just uh keep
7:45:50it submitted. And then in professional
7:45:53accounts so what all the things that I
7:45:55can add. So as you can see professional
7:45:58accounts here I can add the Gmail ID. If
7:46:01you want to watch add your WhatsApp
7:46:02number definitely you can go ahead and
7:46:04add it guys there's no problem with
7:46:06that. So okay it has been changed tools
7:46:11any tools that you want to access
7:46:14account privacy and stuffs and all. So
7:46:16we are doing a very basic uh
7:46:18optimization. So let us see that we have
7:46:21it. So these things are done. So if you
7:46:24want to edit more so you can just go in
7:46:27the things uh and stuffs and all. Okay.
7:46:30So this is your dashboard as well. So as
7:46:32I told you in your dashboard you will
7:46:33have the complete insights about your
7:46:36accounts. Okay like what are the reach
7:46:38what is the views and stuffs and all
7:46:40everything you will have. So we are
7:46:42talking about Instagram optimization.
7:46:46Okay. So Instagram optimization let's
7:46:49get started and we are having three
7:46:50phases. Okay. So phase one. So phase
7:46:56phase one now that is file setup. Okay,
7:46:59that will be the phase one. Then what
7:47:01all things that we need in that is the
7:47:04first thing in that is your profile
7:47:07picture. See profile picture has to be
7:47:10clear
7:47:12in the format of individual or maybe you
7:47:15can say in the format of brand as well.
7:47:18Now if you see her face Tanisha the face
7:47:20is very much crystal clear. Okay. Now
7:47:23here if you see the logo the logo is
7:47:25very much very clear. Okay. So just see
7:47:28like whatever brand you have it is very
7:47:31very clear. Okay. So you can see the
7:47:34brand logo it is very crystal clear. So
7:47:36have your logo as clear as possible as
7:47:41you can see here. And there is a website
7:47:44called as P profile picture maker that
7:47:49is ppm
7:47:51pfpmakers.com.
7:47:53Here you can just enhance your profile
7:47:57picture in a much more uh elegant way
7:48:00you can say or you can just design it or
7:48:03you can just filter it so that it will
7:48:06just make your profile picture a little
7:48:08bit much more beautiful than it is
7:48:11previously. Okay. So first you have is
7:48:14your profile picture. Now second is the
7:48:17second step of that is your creative
7:48:20bio. Very very very important. Now bio
7:48:24it is a very clear understanding like
7:48:26you can write about you about your
7:48:28business but in uh creative bio we have
7:48:32three lines guys you might have observed
7:48:35or not I don't know just focus on this
7:48:37three lines okay we have line two we
7:48:40have line three line uh line two and
7:48:43then line three that's it not more than
7:48:45that so these are the three lines that
7:48:48we have so I am talking about these
7:48:50three lines 1 two three that's it. It's
7:48:55not a description. It is a bio. Okay.
7:48:58Bio you divide it into three elements
7:49:01like these people have done it but they
7:49:02have not done it in the right aspect.
7:49:05Okay. So 1 2 3. So that is where we are
7:49:09going to be highlighting and emphasizing
7:49:11a little bit more guys. Okay. So what do
7:49:14we need to have? See line one should be
7:49:18about why people should follow you.
7:49:21First very very important crucial point
7:49:24should be why people should follow you.
7:49:28That is the exact question that you need
7:49:31to describe it in your first line. Let's
7:49:35divide that uh bio into three lines. 1 2
7:49:383 that's it. Let's not write it in a
7:49:42paragraph like this. Just uh eliminate
7:49:44that paragraph concept. So you should
7:49:47not get along with like par. this is not
7:49:51going to work out. So this is totally
7:49:53wrong. We need to be a little bit
7:49:55creative and in that creativity the most
7:49:58important aspect is why people should
7:50:01follow you should be the first line
7:50:02about your bio. So the moment I'm
7:50:05talking so if you just read out this
7:50:07particular answer certified 8 figureure
7:50:10Instagram coach helping you with content
7:50:14confidence and growth that's the first
7:50:16line that she's having. Okay. So you can
7:50:19see she is hyping herself like anything.
7:50:22Now if I go on some other thing. So here
7:50:25he's writing a paragraph that is not
7:50:26going to work out. Okay. Sardi and
7:50:29lenga. I don't understand straight away
7:50:31first line. Okay. So just try to focus
7:50:34on that jewelry and bags. I don't want
7:50:37to know what do you have because I know
7:50:39it. I want to know how are you different
7:50:42from this particular aspect. So a brief
7:50:45understanding about you should always be
7:50:48on the first line.
7:50:51Okay. So now second line should be a
7:50:55proof. Now
7:50:57we need to have a proof.
7:51:00Proof in a sense okay you are there in
7:51:02this particular market but what on what
7:51:04purpose? What is the thing that totally
7:51:07defines you and segregates you from the
7:51:09audience that we have it? Okay. So that
7:51:12can be example like you have trained
7:51:15around 40,000 plus
7:51:19people
7:51:20that is automatically a differentiation
7:51:22from the thing that you have that's a
7:51:24social proof now. So she is giving a
7:51:27identity like what is how is she
7:51:30different from others straight away
7:51:33that's a social proof. So the moment you
7:51:35read that particular line that she has
7:51:38trained around 40,000 plus more
7:51:41immediately that is enhancing yourself
7:51:43right and then let's come to the third
7:51:45line the third line should be a call to
7:51:48action CTA call to action is a necessity
7:51:53option what do you want them to do by
7:51:56coming on your Instagram page what is
7:51:59the action
7:52:01third line which is very important Okay.
7:52:04So you need to make them take a action.
7:52:07So she's saying I have DM million for
7:52:10mentorship that is training templates
7:52:13which is available in this particular
7:52:15one. Okay. So immediately she is making
7:52:18them take a action call to action CTA.
7:52:22She's making them engage with her uh
7:52:26link that she has provided in the
7:52:28caption. Okay. Let us try pasting this
7:52:31particular uh prompt guys. So the prompt
7:52:34will be generate an Instagram bio for me
7:52:38within 150 characters. The bio must
7:52:40contain of three lines. The line one
7:52:44people should follow me. Okay. The line
7:52:46two for social proof. Line three CTA. It
7:52:50can be your product and all. Now you
7:52:51need to give a description about
7:52:53yourself. I am a so and so. This is the
7:52:56purpose of my page. What is the purpose?
7:52:58Let me know if you need any more
7:53:00details. So I'll just quickly copy this
7:53:02particular prompt. Okay, let me just try
7:53:04it. I have not tried till date. So let
7:53:06me just uh so I'll just give it from
7:53:08myself. Uh so I am a digital marketing
7:53:11trainer.
7:53:14So my purpose is to
7:53:19uh what can be the purpose?
7:53:22So
7:53:25share uh tips
7:53:29and guide
7:53:32for beginners.
7:53:34Okay. So this is what I just wanted to
7:53:37mention. So let me just try it. So
7:53:41let's see like what is the thing that it
7:53:43is giving. So get thanks for the other
7:53:45noting three lines.
7:53:53So as you can three see guys it's a very
7:53:56quick brief. So what I'll do is I'll
7:53:58just quickly copy this and go in my bio
7:54:00and now change this aspect learn digital
7:54:03marketing the smarter way. Okay, that is
7:54:05the first line uh which is like why
7:54:08people should uh follow you as you can
7:54:10see now. Second is obviously I have
7:54:13trained more people. So the social proof
7:54:15is uh thousand plus beginners in pro and
7:54:18follow more for tips and free guides. I
7:54:20feel that's a very good uh uh start for
7:54:23the beginning level I would say. So now
7:54:26if I just refresh now this is a profile
7:54:28now if you see it will now uh start
7:54:30enhancing. Okay. So I have not added any
7:54:33links or stuffs and all. So before
7:54:35moving on to the second phase content
7:54:38calendar. What do you understand by that
7:54:41or social media calendar? Okay. A social
7:54:45media calendar is a tool used by
7:54:47individuals, team and organizations to
7:54:49plan, schedule and organize your social
7:54:52media content in advance.
7:54:57So whenever we are planning to get
7:55:00started okay to I mean post on Instagram
7:55:03or maybe on Facebook or any other
7:55:05platforms on social media make sure
7:55:08you're having a social media calendar in
7:55:11advance. So a social media calendar
7:55:14typically looks like this. What are you
7:55:16planning to do it in the upcoming month?
7:55:20What is the post? What is the calendar?
7:55:22What's the thing? So this is the
7:55:24calendar. So I'll just quickly copy this
7:55:26particular image and just paste it over
7:55:28here. Okay. So as you can see so this is
7:55:31a calendar like Monday, Tuesday,
7:55:33Wednesday, Thursday, Friday, Saturday,
7:55:35Sunday. What am I going to plan it?
7:55:37Okay. Now in that you need to have a
7:55:39very clear picture like on what date
7:55:41also you want to do it. Not only the
7:55:43days it should be day as well. So you
7:55:48need to plan this very clearly because
7:55:50your posting time your content because
7:55:53content creation you can do it on that
7:55:55particular day and the designing as well
7:55:57designing also advance you can do but
7:55:59this particular content creation content
7:56:02calendar is very very important. So you
7:56:05can see Monday, Tuesday, Wednesday,
7:56:06Thursday, Friday, Saturday and then
7:56:08Sunday. So on what day on what platform
7:56:11am I posting? So you can say
7:56:13continuously we are not posting on all
7:56:15the platforms. We are taking a break. So
7:56:17Instagram you can say in a month thrice
7:56:20and then Facebook 4 and then next week
7:56:22Instagram 3, Facebook 4. Here Instagram
7:56:26on uh third third week Instagram 5,
7:56:28Facebook 2 and next Instagram 3 and then
7:56:32Facebook 4. Next Instagram 3 and then
7:56:35Facebook 4. So this is a social media
7:56:37calendar which is very very important
7:56:40before getting started with any of the
7:56:43activity that we are talking about right
7:56:46now. Now let's move on to the phase two.
7:56:48Okay. What is the type of content that I
7:56:51can create the phase two? Now we are
7:56:55moving on to the phase two activity.
7:56:57What is that we need to post?
7:57:01So now phase two what is the content
7:57:03creation that I can do is what I'm going
7:57:06to talk of now. Okay. So let us uh get
7:57:10started.
7:57:12So the content should be in three
7:57:15concepts. Okay. Let's come to the main
7:57:17algorithm. So now this is the way that
7:57:19you need to post helpful listical
7:57:23videos. you might see there must be a
7:57:25concepts of top five
7:57:29best tools some of the examples. Okay.
7:57:32So if you actually head over to her
7:57:34particular account you can just keep her
7:57:36account as a reference. So when when we
7:57:39just move into the real type you can see
7:57:43what do I mean by helpful listical
7:57:45videos. So here just I'll just go to the
7:57:48first part and then first bullet point.
7:57:50The first bullet point is helpful
7:57:53listical videos. So videos that display
7:57:56the list in a slideshow format usually
7:58:00with fun. Okay. So it's like in a list
7:58:02format in a numerical list format. So if
7:58:06I just head over to that particular one.
7:58:08Okay. If I just head over to her channel
7:58:10if you see on all the videos here it is
7:58:13three hook hack. That's a listical
7:58:17video. Okay. So
7:58:20four steps listical video
7:58:24five. Now what is five? You must be
7:58:26curious right away. So there is a hook.
7:58:28So five Instagram settings that is a
7:58:31listical video. Helpful listical videos.
7:58:34Now you should relate this particular
7:58:36listical videos concepts in your niche.
7:58:39Uh trending AI hooks for viral reels
7:58:43listical videos. Okay. So you can see so
7:58:47how to grow on Instagram. Three new
7:58:49features on Instagram and edit. Okay,
7:58:53that is also a good one. Okay, so you
7:58:57can see these are all five visual hooks
7:59:00to go viral.
7:59:02So that is actually one of the example
7:59:04of understanding a listical video. So
7:59:08now uh see there are different formats
7:59:10that we do on Instagram. We have uh
7:59:13feeds, we have carousel, we have reals
7:59:16and then we have stories also which
7:59:18actually people try to avoid it. Okay,
7:59:20but stories will have much more reach
7:59:22guys. So whatever thing that we are
7:59:25preparing maybe a single post or you can
7:59:28say uh reals or maybe carousel try to
7:59:32have it in a process like listical
7:59:35videos list wise format that will help
7:59:39you enhance your engagement the moment
7:59:43you're having more engagement what is
7:59:46that which gives you more uh reach like
7:59:50comment share or safe share button is uh
7:59:55giving you more reach. Share and
7:59:57comment. So these are the two things and
7:59:59you might have seen this options in the
8:00:01most of the videos uh like please
8:00:04comment uh send me file and stuffs and
8:00:07all. So that will actually enhance your
8:00:10more reach and share is like it is a web
8:00:13guys. Okay. So suppose let's take an
8:00:16example I have published one real on
8:00:18Instagram. Okay. And Priyanchi has liked
8:00:21that particular hook. She had shared it
8:00:23to her friends but she doesn't follow
8:00:26me. Her friends doesn't follow me. I am
8:00:28getting reached out to more people with
8:00:30the help of prians shares. That is where
8:00:34share and comment is more engaging and
8:00:37having more reach. Okay. So focus on
8:00:40having shares. Now the second is
8:00:43storytelling format. Storytelling format
8:00:46is nothing but cutting the videos into
8:00:49multiple parts. Part one, part two.
8:00:52Previously, it was uh this one uh social
8:00:55Canva videos. So, what he did was he cut
8:00:58his topics into multiple parts like 100
8:01:03days challenge. Yeah, you can see 100
8:01:05days, 100 designs. So, every day you are
8:01:09learning something new. So what you will
8:01:12do is you will get habituated to his
8:01:14particular videos every day. Okay. So
8:01:18100 days 100 videos like that. So now
8:01:22this is the storytelling. Now this is
8:01:25wholly for the sake of reach. Okay.
8:01:30Reach and engagement. And this is the
8:01:34both things that will give you the major
8:01:39grow on your Instagram channel. So now
8:01:43storytelling format 30 days challenge of
8:01:47any topic. Now this is the guy right
8:01:50where is it? So you can see 100 days 100
8:01:53Canva designs. Will you not get uh
8:01:55addicted to his uh parts? That is a
8:01:59narrative.
8:02:01He's trying to capture your interest and
8:02:04he has actually excelled on that. Why?
8:02:07He's doing it into a different format.
8:02:10See, he can create this particular Canva
8:02:12course and definitely sell it on
8:02:13YouTube, right? Or maybe on Udemy. But
8:02:16what is he doing? He's developing his
8:02:18Instagram channel. Moving on to the next
8:02:21point. The next point is very very
8:02:24important and it is still there. People
8:02:28are not actually looking at it. Okay.
8:02:31clowning videos. Okay, if you're not
8:02:34having an idea, just for a second watch
8:02:36this particular real, you will get an
8:02:38idea. Okay, just watch this particular
8:02:40video.
8:02:51It says it is a duplicate video but it
8:02:53is called in the format of cloning.
8:02:56The screen is split into two. Okay,
8:02:59those particular videos are very very
8:03:01popular till date. Okay, they are having
8:03:04more reach. So this is called as
8:03:08clowning videos. So let us first quickly
8:03:11connect our Facebook and uh Instagram as
8:03:13well as you could see. So I am just uh
8:03:16going into my main particular page. So
8:03:20what I did is I simply went into my
8:03:22Facebook account. Okay. In the Facebook
8:03:25account I went into Meta Business Suit.
8:03:27Okay. And in meta business suit, you
8:03:30have a option of adding your uh what do
8:03:33you call your Instagram account as well
8:03:36to the business uh profile that we have
8:03:39created. So click on connect uh log to
8:03:42your uh Instagram account and then
8:03:45simply uh start connecting it. So we are
8:03:48going to be talking about Instagram on
8:03:50PPD. So what are the objectives? So
8:03:53various features maximizing usage of the
8:03:56platforms identifying the businesses
8:03:58usage Instagrams to market their product
8:04:01and services getting the insights on
8:04:03Instagram res and tips identifying the
8:04:06role of influencer marketing different
8:04:09types of influencers as well. Okay. So
8:04:11that is what we are going to be
8:04:13understanding. So Instagram previously
8:04:15it was known as a photo and video
8:04:18sharing uh social media network by
8:04:20Facebook. Okay. So Kevin and Mike had
8:04:24created Instagram. Later on they sold it
8:04:26to Facebook as we already know. So
8:04:28release history uh it was launched in
8:04:312010 Android version on 2012. Uh this is
8:04:34the logo that was there when we started
8:04:36with Instagram. So this is how it
8:04:38started 2010 2012 and then 12 they had
8:04:41that uh website interface and all and
8:04:43then 2016 they actually started for all
8:04:46the activities. Okay. Now what are the
8:04:49features?
8:04:50View post by shared by followers. Edit
8:04:53or organize photos and videos. Upload
8:04:55videos obviously. View stories within 24
8:04:58hours. Share stories across v various
8:05:00platforms. Add stories. Use messaging
8:05:03services. Yes. Okay. Content type. You
8:05:06can share photos. You can share videos,
8:05:09stories, reals. IGTV.
8:05:12IGTV was a short for shots for Instagram
8:05:15TV. It was a video application by
8:05:17Instagram for Android and all. So this
8:05:20was the logo of IGTV where we could
8:05:22upload videos of 1 hour and 2 hours as
8:05:25well
8:05:26longer format of videos 5 minutes 10
8:05:30minutes 15 minutes 20 minutes like that
8:05:32we used to upload it and before reals we
8:05:36had this so we don't have IGTV anymore
8:05:39so content type we have photos videos
8:05:41stories real and then shopping okay so
8:05:44these are the types that we have so yeah
8:05:47video sharing formats so these These are
8:05:49the ones shared videos, feeds, stories,
8:05:52header, profile picture, direct
8:05:53messages. Okay, temporary stories. Some
8:05:56it will disappear. So, real was a latest
8:06:00concept. You can have filters, uh,
8:06:03captions, interactive stickers, edit app
8:06:06that they have introduced. It was
8:06:09introduced by Instagram only. This is
8:06:13owned by Instagram. He's the CEO of
8:06:15Instagram. So he is actually being very
8:06:18active very re so he's helping you out
8:06:21with all the changes what is working on
8:06:24Instagram what is not working on
8:06:26Instagram what are the activities
8:06:28happening so that is where you can
8:06:30actually learn uh Instagram more and
8:06:33this is directly from the father of the
8:06:35Instagram you can say the CEO he is
8:06:37giving a very quick brief like what is
8:06:39working on Instagram what is not working
8:06:41on Instagram his videos are very
8:06:44informative more than his videos his
8:06:46stories are being more uh useful to us.
8:06:50So you can see there are questions
8:06:53and he's responding to all the
8:06:54questions.
8:06:56So you can see how to actually grow on
8:07:00Instagram in 2025. He is giving the
8:07:02guide directly the CEO chief chief
8:07:06executive officer. You can actually go
8:07:08and watch out his particular channel. So
8:07:10let's continue with the next topic guys.
8:07:12So we had the phase two done. Now we are
8:07:16talking about phase three. Now phase
8:07:18three is very very crucial guys. You
8:07:21have to have a very good understanding
8:07:23of the phase three. It is not like you
8:07:26can just skip that particular part. So
8:07:29have a extra concentration here guys. So
8:07:32we are going into the phase three
8:07:34aspect. So what are the phase three
8:07:36points that you have. So first is guys
8:07:40it is very important to catch the
8:07:43attention of the user within this 3
8:07:47seconds very crucial. So try to have the
8:07:51hook of the video within this 3 seconds
8:07:55very very important. So try to have
8:07:57something like which is being a
8:08:00narrative of the story. Okay. So we had
8:08:02some of the narrative so hook videos you
8:08:05can say. So it's like uh somebody is
8:08:08moving and jumping and stuffs and all
8:08:11and then there is a car crash and then
8:08:13automatically all of a sudden he comes
8:08:15in front of you. Okay. So these are some
8:08:17of the hooks viral hooks for your
8:08:20Instagram. So this is something like uh
8:08:23getting started. Okay. So like he's
8:08:26jumping in. Okay. The moment he jumps
8:08:28in, what's the next next narrative?
8:08:31Okay. So like this these are the hooks
8:08:33of 3 seconds. uh it need not be always
8:08:36your face guys. You can uh use a lot of
8:08:39hooks hookup videos which can be the
8:08:42first part of the video and then from
8:08:45after 3 4 seconds maybe you can just get
8:08:47started. Okay. So these are some of the
8:08:50hook video sites you can see see this
8:08:52guy is jumping. So automatically the
8:08:55concentration is shift otherwise this
8:08:57particular video if you just observe
8:08:58he's playing a basketball and he throws
8:09:01it on your face automatically the
8:09:03attention is gained.
8:09:05getting my point on the first aspects.
8:09:06See this this was very popular in the
8:09:08recent days. Car accident the person is
8:09:10falling in front of the screen. So you
8:09:13are I mean very much into the
8:09:15interaction. So try to add these type of
8:09:18videos or maybe if you have something
8:09:20like a catchy video that is also good.
8:09:22So like if you go uh I'll just uh help
8:09:27you out with one more channel that will
8:09:29give you a very good guide.
8:09:34Yeah. So if you follow this particular
8:09:36guy, he will give you a very good
8:09:38understanding of what is a hook. Okay.
8:09:40How to have this particular hook on onto
8:09:44your screen. Okay. So you can see the
8:09:48videos.
8:09:51Okay. So this is one of the hook. Just
8:09:52observe this particular video. Okay.
8:09:57Without saying anything, the hook is
8:09:59there. Okay. See this clowning video
8:10:02again.
8:10:06See this is a hook. Just have a eyes
8:10:08here guys.
8:10:14Stop scrolling straight away. The moment
8:10:16he's saying uh like straight away first
8:10:19point is add only.
8:10:21Okay. Here you see hook.
8:10:24The hook is always a question mark.
8:10:26Okay. That is where you are capturing
8:10:28the interest of the person. Okay.
8:10:31There are some hook points. So you will
8:10:34have a lot of uh things. See 100 of best
8:10:37hook to use in your Instagram res. So
8:10:40you'll have a very good uh points here.
8:10:42Okay. See uh what is a great hook. Okay.
8:10:47I have been keeping a secret. This feel
8:10:50illegal to know. Okay. This is your sign
8:10:53to get started. Seven ways to gain ways
8:10:56to save time. My five five favorite AI
8:10:59tools top three Instagram tools you guys
8:11:02are loving it. So you can see there are
8:11:04any number of concepts. So this is a
8:11:06hook that you need to have it guys at
8:11:08the first phase. So when I'm talking
8:11:11about this hook it can be both. It can
8:11:14be video or it can be the content as
8:11:16well. Depends what are you actually
8:11:18trying out. But it has to be within that
8:11:22first particular 3 seconds because you
8:11:25just imagine yourself being in front of
8:11:28that particular Instagram reel. We have
8:11:30a very good habit of moving this finger
8:11:32and swiping the videos right away.
8:11:34Right? So that is where you notice
8:11:37yourself. You will not even take 3
8:11:40seconds maybe 1 second and you will be
8:11:42over to the second video. Right? Try to
8:11:45have this initial hooks. Very very
8:11:48crucial. Okay? So that is where you are
8:11:50actually getting started with capturing
8:11:52the interest of the viewer. Okay. Now we
8:11:57are talking about the most important
8:12:00skill that is required to get started
8:12:03with a strategy. Okay. That is video
8:12:07editing. Okay. Now in video editing what
8:12:11all things do we need? Okay. So first of
8:12:14all we need a subtitle. Okay. So if I'm
8:12:17just uh hovering over to any of this
8:12:20particular video, okay, let's uh reach
8:12:22out to her particular channel. And if
8:12:25you just watch this one simple video,
8:12:27see what why subtitles are very
8:12:29important. So guys, we I'll just give
8:12:31you a small example. Uh suppose in the
8:12:34early morning or maybe in the late
8:12:36night, okay, we are watching our phone
8:12:39and we go into reals. But you can say
8:12:42early morning or maybe night time. uh we
8:12:44have switched off the audio right the
8:12:47audio is switched off we are we are not
8:12:48I mean having any kind of a audio then
8:12:51on what purpose do you watch reals by
8:12:54just seeing the video can you understand
8:12:55what is the concept and the subject that
8:12:57is being narrated in the video no right
8:13:00that is where you will read the
8:13:01subtitles otherwise if you are watching
8:13:04a video you want to understand the
8:13:06complete uh concept of the video that is
8:13:09where we are going to be understanding
8:13:11and reading out this particular
8:13:13Subtitle. So subtitle it's not like it
8:13:16it is a optional thing. It is a
8:13:18mandatory thing because uh suppose if
8:13:20I'm watching this particular video now
8:13:22audio is muted but here if you see you
8:13:25will have the I don't know what she is
8:13:27saying but if I just focus on the
8:13:29subtitle I can get connected like she is
8:13:31saying I'm Tanisha your very own
8:13:33Instagram coach and it's my job to help
8:13:35you grow followers and make money on
8:13:38Instagram. I'm able to follow it without
8:13:40the audio. that is where the subtitles
8:13:43are very very important. Okay. So there
8:13:46is a particular uh there is a website
8:13:49known as subtitles in which they will
8:13:53create this particular videos for you.
8:13:56So if you can just see the narrative of
8:13:58this. So they will be creating the
8:14:00complete AIdriven
8:14:02video of yours into these concepts with
8:14:06the narrative with AI captions, B-rolls
8:14:10and then also with the magic clips, the
8:14:13add-ons. Okay. Uh it is a paid version
8:14:16but you can have the free version. In
8:14:18the free version what is the thing is
8:14:20you will have the watermark submagic and
8:14:23then you have this fila. This is a AI
8:14:27video editing and uh a maker. Okay. So,
8:14:30they will add the editing, text to
8:14:32speech and then you can have the
8:14:34narrative captions as well. So, I'm just
8:14:37giving out you three uh channels uh
8:14:40websites which is one is Submagic uh the
8:14:42second is Filora and the third is Inshot
8:14:46and definitely we have Cap Cut. Okay.
8:14:49But Cap Cut is not available in India as
8:14:52far as I am concerned. It is banned. So
8:14:55but still you can use it uh with VPN. So
8:14:58these are the four websites like
8:15:00Submagic, Filmora, Cap Cut you can use
8:15:03it with VPN. Otherwise you have Canva
8:15:06and then along with Canva Canva you
8:15:08definitely have InShots as well. Okay.
8:15:11So these are some of the tools uh
8:15:13websites you can say in which you can
8:15:16create this particular video editing.
8:15:17Now professional video need not be
8:15:20necessary. Okay. So this need not be
8:15:23necessary. So instead of that what can
8:15:26we do is we can focus on subtitle of
8:15:29your video which is a very important
8:15:31aspect and transitions of video.
8:15:34Transitions are cuts within the video.
8:15:38Okay. So transition is suppose if she's
8:15:40talking and all of a sudden the video
8:15:43flips onto the next concept. Okay. So
8:15:46that is a transition. These are the
8:15:48transitions that is being added picture
8:15:52in picture. Picture in picture is you
8:15:54can add multiple elements within your
8:15:57video. Now that elements can be images,
8:16:01that elements can be screen otherwise
8:16:04that image is graphs. Okay. So now this
8:16:07is picture and picture.
8:16:10You're having a narrative of a different
8:16:12video. But all of a sudden there are
8:16:14some other elements coming up. The
8:16:15screen is getting shifted to the other
8:16:18websites to other videos that is picture
8:16:20and picture. See this is picture and
8:16:23picture. So this see this emojis these
8:16:26are picture and picture. The video that
8:16:28is being played on top that's a picture
8:16:30and picture. Okay. It can be visual, it
8:16:33can be image, it can be emois. It can be
8:16:37anything. You have to have more activity
8:16:40going on within your website. But too
8:16:42much of things are not required guys.
8:16:43you can just keep it uh to a simple
8:16:46stage. Okay, then we are shifting on to
8:16:48the next one which is the last one
8:16:50background. Come on, get started with
8:16:53the background. So there was this
8:16:55particular YouTuber right now he's
8:16:57having good amount of millions but just
8:17:00see this particular background guys.
8:17:02Okay, just have a eye to this particular
8:17:05video. So this is a guy right now and
8:17:08when he started what was his journey
8:17:10what is the background that he used to
8:17:12use and now where he is right now. So
8:17:15you will just get a better
8:17:16understanding. So when I mean background
8:17:18I'm not saying like it should be highend
8:17:21rich. Okay. So you you can be to as
8:17:25lowest as possible. So I am talking
8:17:28about not being too professional. I am
8:17:31just talking about having a simple
8:17:34background. simple background in the
8:17:37sense if you see this particular video
8:17:38there is a tree in between tree she's
8:17:41just standing in front of the video that
8:17:43is a simple background
8:17:45video quality matters more than the
8:17:48high-end background uh there's one more
8:17:50website for uh
8:17:53auto captions guys vio
8:17:56okay this is also a very good tool you
8:17:58get very good video editing for this
8:18:01okay you get this particular captions if
8:18:03you want to buy it okay otherwise you
8:18:05will have a logo on top. Okay, so you
8:18:07can use it. So this is also good for
8:18:09caption specifically you can say. So
8:18:12this was the last phase guys, the last
8:18:15phase of your strategies how your video
8:18:17should be there. And uh one more uh
8:18:20particular uh tool which I'll be telling
8:18:22you I just uh blink caption by wo AI uh
8:18:28you can have the auto caption. You can
8:18:30have uh a teleprompter. So this is a
8:18:33teleprompter in which you will have a
8:18:36text in front of you which is showing
8:18:38the complete content. So teleprompter
8:18:40also where you can have it within this
8:18:42particular app. This is very helpful
8:18:44guys. Uh this app is also very much very
8:18:47relevant. So these tools will be
8:18:50definitely helpful for you to get
8:18:53started with IG reels. As uh I can
8:18:56suggest we have covered most of the
8:18:58important tools that we needed for this
8:19:00particular editing. Okay. So we are done
8:19:03with the two points. Now we need to
8:19:05shift to the third very important aspect
8:19:08automations.
8:19:10You will find people say like please
8:19:12comment uh share link and I will share
8:19:16uh I'll just DM you the link of that
8:19:19particular product or maybe the file or
8:19:22anything. Do you know how it is done?
8:19:24Cuz if you see the thing is uh like that
8:19:27person can't be online for 24/7. So in
8:19:31case somebody is texting or maybe uh
8:19:35commenting that guy is not available
8:19:36during that time but still during that
8:19:39time also you will get a message that is
8:19:42a automation setup. How do we do that?
8:19:45We are going to get started. So the
8:19:47automation that we are going to be using
8:19:49is none other than many chat. So here we
8:19:54are in many chats. Okay. So in many
8:19:56chats website if you go this is a
8:19:59automation setup. So uh you can
8:20:02definitely get started with creating
8:20:05account with that. So get started. So
8:20:07here you need to connect your Instagram
8:20:09account. Click on Instagram account.
8:20:11Okay. Either you can continue with your
8:20:13Gmail or maybe with Facebook. I'll just
8:20:16try out with Gmail. So this is the Gmail
8:20:18that we had created it. Right. So with
8:20:20this we have this particular Instagram
8:20:23connected. So it is a simple process. So
8:20:25once you get inside so there were two
8:20:27steps simple steps I clicked on get
8:20:30started. Okay after get started I logged
8:20:32in with my Gmail and then the moment I
8:20:35have logged in from my Gmail with one
8:20:37Gmail you can have one Instagram
8:20:39account. Then if definitely it asked me
8:20:41the second aspect you log to your
8:20:43Instagram account. I have logged in. Now
8:20:45there are few steps. So who are you?
8:20:47What is this uh account? First obviously
8:20:50as a employee you can give some basic
8:20:52details need not be necessary. So which
8:20:55tools are you using? So we are using
8:20:57this this tools and stuffs and all. So
8:20:59how did you hear about it? Maybe Google
8:21:01and chat GPT or maybe online
8:21:03advertisement and then other options.
8:21:05Okay. So this is a basic. So uh do you
8:21:09want to get started with uh payments?
8:21:12Okay. So no definitely we are not going
8:21:15to be uh paying anything. So what are we
8:21:18going to do is start with uh free plan
8:21:21because it actually $15 per month but
8:21:24maybe we can have a uh basic plan in
8:21:26which you can have some basic credits
8:21:28like thousand or 100 at least. So you
8:21:31can see congratulations MF online
8:21:34classes new is connected. Okay so let's
8:21:37uh get started.
8:21:39So here you can see there are two
8:21:41options. one is this particular one and
8:21:42then this is the one I need to post
8:21:44something first and then from there on
8:21:46actually we can uh get started. So let
8:21:50me just uh create one post. I'll just
8:21:52create one simple post for a time
8:21:54duration.
8:21:58Okay. So let us just add some content
8:22:02because a post is necessary.
8:22:05testing post
8:22:07for many chat.
8:22:10We need a post obviously. Okay. So, I'll
8:22:13just simply just share it. Okay. So, you
8:22:15can see there is a post now. Okay. You
8:22:18can post a reel. You can activate it on
8:22:20uh the post and the re as well. So, the
8:22:23post has been shared. Okay. Fine. Good
8:22:25enough. Okay. You can see. Yeah. So,
8:22:27this is there. Okay. One of the post is
8:22:29there. I will show you the process where
8:22:32you need to set it up. Okay. ular app
8:22:35now. Okay. What do you want to set up?
8:22:37Do you want to create leads from stories
8:22:39or auto DMs link from comments?
8:22:42Obviously, I am doing auto DMs from
8:22:44comments. Okay. So, I'll definitely move
8:22:47on to this particular one. Now, in this
8:22:50there are two narratives. One is you
8:22:53need to select a post and in that post
8:22:56you need to set up the message. Okay.
8:22:58Select a post first.
8:23:01Select post or your real very important.
8:23:06Select specific post
8:23:09first one. So we have selected it. So
8:23:12you can just click on next. And then you
8:23:15add this comment. Now in comment you
8:23:18need to give one specific comment.
8:23:22Specific comment in what should people
8:23:24reply in the comment section. Share
8:23:27link.
8:23:28Okay. So DM link
8:23:34send link. So the caption uh the comment
8:23:38should have a action like this is a
8:23:40action. So action can be whatever the
8:23:43content like they can be uh text uh
8:23:47share link so that people should
8:23:48comment. So what should be the word? So
8:23:50I will try with share link. Okay. So if
8:23:54somebody is typing this share link in
8:23:57the comment box like this you can see it
8:23:59on the right hand guys share link they
8:24:01should type it. So this is the one.
8:24:03Second one you need to give the specific
8:24:05comment like whatever the comment is. So
8:24:08here uh choose the word don't keep it as
8:24:11any word it will be a big problem for
8:24:13you. Okay choose that particular word.
8:24:15So first was your post second is comment
8:24:18and then next they will get a DM. Okay.
8:24:22The next process is the DM. They will
8:24:25get a DM. Set up the DM uh caption.
8:24:30DM
8:24:33DM message like what should we reply? So
8:24:36here the text you can edit it. So I'll
8:24:38just keep it here. Here there uh I am so
8:24:41happy you are here. Thank you so much
8:24:43for your interest. Click below and I'll
8:24:45send you the link. So that is where
8:24:47people should click on this. So this
8:24:49will go in their DMs. The moment
8:24:52somebody is typing share link automation
8:24:55is running in the back end. The moment a
8:24:57comment has come on share link. Okay,
8:24:59you will get a DM. The moment you get a
8:25:02DM, you need to click on this particular
8:25:04option of send me the link. And the
8:25:07moment you send me the link, you can add
8:25:10any comment like here is the link
8:25:14and you can add the link. Now what is
8:25:16the link that you want to add? Suppose I
8:25:17want to add the homepage one. Okay, this
8:25:20is a main page one. So here is the link.
8:25:23So
8:25:25click here.
8:25:28So this is a button and this is the link
8:25:31what I am pasting it behind that. Okay.
8:25:33So the moment this is in the chat box
8:25:36guys. So this is the message that will
8:25:37go the moment if somebody is uh sending
8:25:40it and they should click on this
8:25:42particular button send me the link and
8:25:44uh the moment somebody uh actually
8:25:47clicks on that you will get the link
8:25:49here. So with that we are actually
8:25:51completing the process of this setup and
8:25:55then the last part.
8:26:01Okay. And this is the automation that is
8:26:03set up guys. So first uh post needs to
8:26:06be selected. Then what should be the
8:26:08comment that people are uh should be
8:26:10texting in the comment box and then what
8:26:13is the DM that you are sending it and
8:26:14with the DM what is the link that you
8:26:16are getting and you're sharing it. Okay.
8:26:19So I'll simply click on go live. Okay.
8:26:22So amazing your first automation is
8:26:26live. So the last point is very much
8:26:28very clear simple aspect do more what
8:26:32works for you on IG this is also called
8:26:35as
8:26:37reposting or re-sharing
8:26:41re-sharing what is working because this
8:26:43is not YouTube right you don't have any
8:26:45restrictions here you can simply just
8:26:47try out whatever is working out and you
8:26:49can just repost it once again and it
8:26:52will reach out to the same audience so
8:26:55this is what you need to do at the last
8:26:57step. Okay. So these are the three
8:26:59phases of Instagram algorithm. Instagram
8:27:04optimization.
8:27:06So this is a complete brief on your
8:27:08subject.
8:27:09>> Imagine a small online boutique with a
8:27:11great product line and a beautifully
8:27:13designed website. Despite all the effort
8:27:15put into the business, it's barely
8:27:17getting any traffic and sales are
8:27:19stagnant. The owner is frustrated and
8:27:21wondering why potential customers aren't
8:27:23finding their store. That's when they
8:27:25turn to Google Ads. By setting up
8:27:27targeted campaigns, they start reaching
8:27:29customers who are actively searching for
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8:27:33of weeks, the business sees a noticeable
8:27:36increase in website traffic and sales.
8:27:38All thanks to the power of Google Ads.
8:27:40Google Ads has become an essential tool
8:27:42for businesses looking to connect with
8:27:44the right audience at the right time. A
8:27:46Google Ads campaign helps businesses
8:27:47reach potential customers online by
8:27:50displaying targeted ads across Google's
8:27:52vast network, including search results,
8:27:54YouTube, and partner websites.
8:27:56Advertisers set a budget, choose a
8:27:58campaign objective, and create ads that
8:28:01are shown to specific audiences based on
8:28:03keywords, demographics, and interests.
8:28:05The campaign operates on a pay-per-click
8:28:08model, meaning you only pay when someone
8:28:10clicks on your ad, making it an
8:28:12effective way to attract interested
8:28:14customers, and achieve your marketing
8:28:16goals. So, in this video, we are going
8:28:18to walk you through everything you need
8:28:20to know to get started with Google Ads.
8:28:21We'll cover how to create a campaign
8:28:23from scratch, set your budget, and
8:28:25choose the right bidding strategy. We'll
8:28:27also dive into targeting options to
8:28:29ensure your ads reach the right
8:28:30audience. And we'll show you how to
8:28:32craft compelling ads that drive results.
8:28:34By the end of this video, you'll have
8:28:36the knowledge and confidence to launch
8:28:38your own successful Google Ads campaign.
8:28:40So, let's get started. So, to kick off
8:28:42our Google Ads campaign, we'll start by
8:28:44creating a new campaign. So, once you're
8:28:46logged into your Google Ads account,
8:28:48begin by clicking the blue plus new
8:28:50campaign button. So, here you're
8:28:52presented with a list of campaign
8:28:54objectives. Now, choosing the right
8:28:56objective is crucial because it guides
8:28:58Google Ads on how to optimize your
8:29:00campaign. So, let's see one by one. The
8:29:03first objective is sales. So this is
8:29:05perfect for businesses looking to drive
8:29:07direct conversions whether it's online
8:29:10purchases, phone orders or inerson
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8:29:21your ads to people most likely to
8:29:23complete a transaction based on their
8:29:25behavior or intent. So this makes it
8:29:27ideal for businesses focused on
8:29:28generating immediate revenue. So you can
8:29:30use this when your primary goal is to
8:29:32turn clicks into sales, making it
8:29:35perfect for businesses with clear
8:29:36purchase parts like online stores or
8:29:38service providers. Now next we have the
8:29:41leads objective. So this is designed for
8:29:43businesses that want to gather contact
8:29:46information from potential customers
8:29:48such as through form submissions, phone
8:29:50calls or signups. So for example,
8:29:52imagine you are a real estate agent
8:29:54aiming to build a list of potential home
8:29:55buyers. So by selecting the leads
8:29:57objective, Google ads will optimize your
8:30:00campaign to reach users likely to fill
8:30:02out your contact form or call your
8:30:03office. Now next is website traffic. Now
8:30:06this is the objective you'll want to
8:30:08choose if your main goal is to drive
8:30:10more visitors to your website. So this
8:30:12is particularly useful for increasing
8:30:13brand awareness or getting people to
8:30:15explore your products and services
8:30:17online. Like for instance, if you're a
8:30:19blogger or a content creator. So this
8:30:21objective will help you attract visitors
8:30:23to your site to engage with your
8:30:25articles, videos or any other content
8:30:27that you put up. So now next comes app
8:30:29promotion. So this is when you have
8:30:30created an app like for example uh you
8:30:33know an online gaming app or anything
8:30:35and you want more installs or downloads.
8:30:38Now next you have awareness and
8:30:39consideration. So it is designed for
8:30:41businesses that want to engage users and
8:30:43engage them to think about their
8:30:44products or services. So this is
8:30:46especially effective in introducing
8:30:48something new to the market. And then
8:30:50you have local shop visits and
8:30:51promotions. And then you can also create
8:30:53the campaign without a goals guidance.
8:30:55Okay. So here we are planning to give an
8:30:57example for lead generation like how to
8:30:59generate lead for an a free online
8:31:01course provider. So let's select leads
8:31:04and continue. Now as we have selected an
8:31:06objective which is generating leads. The
8:31:08next step is to choose your campaign
8:31:10type. So there are several campaign
8:31:11types like Google ads offers several
8:31:13types but the two most common are search
8:31:16and display ads. So anyways, let's start
8:31:18with the search ads. So these are the
8:31:20text based ads that appear at the top of
8:31:22the Google search results when someone
8:31:24searches for keywords related to your
8:31:26business. Like for example, let's see,
8:31:29let's just say car rentals near me. So
8:31:32your ad could appear like this like as
8:31:34you can see the sponsored ads. So your
8:31:36ads could appear at the top of the
8:31:37search results. So this is highly
8:31:39effective for capturing high intent
8:31:41users. So people who are actively
8:31:42looking for what you offer. Now next we
8:31:45have display ads. So these are visually
8:31:46engaging ads that appear across the
8:31:48Google display network like which
8:31:50includes websites like the ads basically
8:31:52the ads you see in others websites apps
8:31:54or even YouTube. So now display ads are
8:31:57perfect for building awareness and
8:31:58keeping your brand top of mind. So they
8:32:00work well for retargeting like showing
8:32:02your ads to people who have previously
8:32:03visited your website but didn't take any
8:32:05action.
8:32:08Now the next one is shopping ads. Now
8:32:10shopping ads are a powerful tool for
8:32:11e-commerce websites. So these ads
8:32:13showcase your products directly in the
8:32:15search results complete with images,
8:32:17prices, and your store. Like for
8:32:19example, if we search leather jackets,
8:32:23just a second.
8:32:29Leather jacket. Yeah. So your shopping
8:32:31ad could appear displaying a product
8:32:33image, price, and a link to purchase
8:32:35directly from your website as you can
8:32:36see here. So this makes it easy for
8:32:38potential customers to see what you're
8:32:40offering and click through to buy. So
8:32:42shopping ads are ideal if you're looking
8:32:43to drive sales of physical products
8:32:45providing a visual direct path to
8:32:47purchase. Then we have video ads which
8:32:49is another impactful way to reach your
8:32:51audience especially on platform. Video
8:32:52ads you can create engaging content that
8:32:54appear before during or other videos on
8:32:57YouTube. So this basically the videos
8:32:59like the ad videos that you see like
8:33:01while watching your YouTube video. And
8:33:03then we have performance max campaign.
8:33:05So this type uses Google's machine
8:33:06learning to optimize your ads across all
8:33:08Google properties like including search,
8:33:10display, YouTube, Gmail, etc. So
8:33:13performance max campaigns are perfect
8:33:14when you want to maximize your results
8:33:16without managing multiple campaign types
8:33:18separately. So Google's algorithms will
8:33:20automatically find the best combination
8:33:22of ad formats and placements to meet
8:33:24your objectives. So right now we'll
8:33:26select the search campaign type and we
8:33:29want like we'll be giving lead form
8:33:30submissions and let's press continue and
8:33:32let's just keep like lead search.
8:33:36So now that we have selected our
8:33:37campaign type the next step is to set
8:33:39your budget and bidding strategy. So
8:33:41this is crucial as it determines how
8:33:43much you're willing to spend and how
8:33:45Google ads will manage your bits. So now
8:33:47for bidding since our objective in this
8:33:49demo is to generate leads we'll choose
8:33:51conversions. So this strategy lets
8:33:53Google automatically set your bids to
8:33:55get the most conversions within your
8:33:57budget. So now you can set a target cost
8:33:59per action. So this budget is the amount
8:34:02you're comfortable spending per action.
8:34:04So like you can just give 0.3 rupees you
8:34:08know per action and let's press next.
8:34:10Now next let's define our targeting
8:34:12options. So this step is about deciding
8:34:14who will see your ads, where they will
8:34:16see them and when. So you can target
8:34:19users by location. As you can see all
8:34:21countries in teries, India or any other
8:34:23location you have options. So for
8:34:25example, if your store is in Delhi, you
8:34:26might want to target only people within
8:34:28a 50 mile radius. Now additionally you
8:34:31can also refine your audience based on
8:34:32demographics such as age, gender and
8:34:34household income. So this ensures your
8:34:36ads reach the most relevant relevant
8:34:39customers and you can also select the
8:34:41languages that your you know customers
8:34:44speak like you can give English, you can
8:34:47give uh Hindi. So you can select
8:34:50multiple languages that your target
8:34:52audiences speak and also you can you
8:34:54know select the audience segments like
8:34:56what your audience may be doing. So like
8:34:58for example we are actually you know
8:35:00giving this example for lead generation
8:35:02for a free online course provider. So
8:35:04what we do is we can actually like our
8:35:07audience will be students right. So we
8:35:10can give students yeah you can give
8:35:12current university students and this is
8:35:14also for working professionals. So you
8:35:17can be working
8:35:21education, jobs, IT and technical. So
8:35:24you can select who your target audience
8:35:25are. So effective targeting is crucial
8:35:28for maximizing your ad spend. So take
8:35:30the time to consider who your ideal
8:35:32customers are. Now let's go to next. So
8:35:34now next is selecting keywords. So for
8:35:36search ads, keywords are the backbone of
8:35:38your campaign. So these are the words or
8:35:40phrases users type into Google when
8:35:43looking for products or services like
8:35:44yours. So choose keywords that are
8:35:46closely related to your business. So for
8:35:49example, we are actually looking for
8:35:50lead generation for this particular
8:35:52website which is simply learn skill
8:35:54website that provides free online
8:35:56courses. So first you have to give the
8:35:59final URL and then you have to enter
8:36:01your keywords. You can also you know
8:36:02type in the products or services like
8:36:04you advertise like the group's name and
8:36:06everything and you can enter the
8:36:08keywords. Now you can take the help of
8:36:10Google's keyword planner for keyword
8:36:11ideas and see how often they are
8:36:13searched. So let's just go to keyword
8:36:15planner discover new keywords. So now
8:36:18here you have to enter the products or
8:36:20services closely related to your
8:36:21business. So here I'll just type online
8:36:24sorry
8:36:27free online course
8:36:32digital marketing. So you can give so
8:36:35many keywords. Okay. And let's give get
8:36:38results. So now these are the keywords
8:36:41that are suggested by the keyword
8:36:42planner. So what you can do is you can
8:36:44just select the keywords like you can
8:36:46select so many multiple keywords you can
8:36:48copy it you can paste it here. So this
8:36:51is a demo that's why I've just taken you
8:36:53know three to four keywords but in fact
8:36:54you have to use more keywords. So now
8:36:57you have selected your keywords now it's
8:36:58time to create your ad. So your ad copy
8:37:01includes the headline, description and
8:37:03display URL. So this is what users will
8:37:06see in the search results or across the
8:37:08display network. So basically in your
8:37:09ad. So making it engaging and relevant.
8:37:11So first you can give the URL of your
8:37:14website.
8:37:16So in the headline you can grab the
8:37:17attention by highlighting your key
8:37:19offerings and including one of your main
8:37:20keywords. Like for example you can give
8:37:23master
8:37:26digital marketing and you can give like
8:37:29you have to fill at least three
8:37:30headlines. So you can give free digital
8:37:35in post or you can give best
8:37:40and you can even fill more headlines.
8:37:42Now you can use the description. So this
8:37:44is the description part. So you can use
8:37:46a description to expand on your offer.
8:37:48So like you can highlight unique selling
8:37:50points of yours like expert instructors
8:37:52for example you can give expert
8:37:54instructors
8:37:58sorry
8:38:00or flexible
8:38:02learning or like enroll today to boost
8:38:05your career etc. So once you have done
8:38:07this let's go to next. Now this shows
8:38:10your budget. So as you can see we had
8:38:13given like 0.244
8:38:15cost per conversion. So your weekly cost
8:38:18will be 50,000. So here you can see the
8:38:21budget. Now the final step is before we
8:38:23launch it's important to review all the
8:38:25details. Now Google ads will show you a
8:38:27summary of your campaign settings
8:38:29including your budget, targeting,
8:38:31keywords and ad copy. So you can double
8:38:33check. So next is the review. So here
8:38:35you can double check everything to
8:38:37ensure it aligns with your objective. So
8:38:39this will take some time. So select once
8:38:41you're satisfied you can publish your
8:38:43campaign. So your ads will start running
8:38:45shortly and you can monitor the
8:38:46performance in real time through
8:38:47dashboard. So first you have to sign up
8:38:49to Google ads. Then go to the campaign
8:38:51and press create a new campaign over
8:38:53here.
8:38:55Now here you have so many campaign
8:38:57objectives. You have to select one from
8:38:59these. So first you have sales. So the
8:39:02objective of sales campaign is to drive
8:39:04sales or conversions directly from your
8:39:06online over the phone or in physical
8:39:08stores. So for example a fashion
8:39:10e-commerce store one. So using the sales
8:39:13objective, they can run a Google
8:39:15shopping or search campaign to target
8:39:17users searching for specific items like
8:39:19jackets. And when a user clicks the ad,
8:39:21they directed to a product page to make
8:39:23a purchase. Now next you have the leads
8:39:26objective. So this encourages users to
8:39:28provide their contact information,
8:39:30filling out a form or contacting the
8:39:32business for more information. Like for
8:39:34example, additional marketing agency
8:39:36wants to generate potential clients who
8:39:38may be interested in their service. So
8:39:40with leads campaign the agency can
8:39:42create ads that direct users to a
8:39:44landing page with a contact offering a
8:39:45free consultation in exchange for user
8:39:47details. Now next we have web traffic.
8:39:50So web traffic is basically used in
8:39:52situations where you want to increase
8:39:53visits to your website by driving
8:39:56relevant traffic from the ads. But for
8:39:58example a tech blog wants to boost
8:40:00traffic to its new article for example.
8:40:02So by selecting the website traffic
8:40:04objective they can create ads that
8:40:06encourage users interested in AI and
8:40:08technology to visit their blog post
8:40:10through Google display or search ads.
8:40:12And then you have app promotion which is
8:40:14to encourage people to download and
8:40:16engage with your app. Like for example
8:40:18you have created a new fitness app and
8:40:20want to attract new users. So by using
8:40:22app promotion objective you can create
8:40:24ads on Google search network display or
8:40:27YouTube that target users searching for
8:40:29workout apps. Then you have options like
8:40:31awareness and consideration. Like if you
8:40:33just want to you know create awareness
8:40:35about your product or service, you can
8:40:37choose this. And then you have local
8:40:39shop visits and promotions. So this
8:40:41objective is to drive physical traffic
8:40:43to your location like encouraging nearby
8:40:45customers to visit your store. For
8:40:47example, if you have a local coffee
8:40:49shop, you know, you can go with this
8:40:51objective and just, you know, give a
8:40:53special offer or promote a special offer
8:40:55like 20% off on your next coffee
8:40:57purchase for driving into storere sales.
8:40:59And you also have an option where you
8:41:01can create a campaign without a goals
8:41:03guidance. So, this basically allows
8:41:05advertisers more flexibility by choosing
8:41:07the ad format and settings they prefer
8:41:09without following predefined objectives
8:41:11or goals. So, this is also a pretty good
8:41:13option. uh but right now for this demo
8:41:16I'm going with the sales objective. So
8:41:18basically if you have a business most of
8:41:19the people go with sales or less
8:41:21objective. So here let's press continue.
8:41:24Now next you have to select a campaign
8:41:26type. Now there are numerous campaign
8:41:28types. Let's see one by one. So first is
8:41:31the search campaign. So this campaign
8:41:34type allows businesses to display text
8:41:36ads to users who are actively searching
8:41:38for keywords relevant to their products
8:41:41or services on Google search and related
8:41:42platforms. So ads appear alongside
8:41:45organic search results basically which
8:41:47drives traffic from users with high
8:41:49intent based on their search queries.
8:41:51Then you have the performance max
8:41:53campaign. Now the performance max
8:41:55campaigns use a goal based structure
8:41:57that leverages Google's automation. So
8:41:59ads are delivered across all of Google's
8:42:01inventory like search, display, YouTube,
8:42:04Gmail, etc. And using machine learning,
8:42:06it optimizes for the highest performing
8:42:08placements and formats based on your
8:42:10objectives. Now next you have the demand
8:42:13genen campaign. So the demand genen
8:42:15campaigns in Google ads are designed to
8:42:17engage users during the discovery phase
8:42:19of their buying journey like focusing on
8:42:21building interest and awareness. You
8:42:22know the basic steps. So these campaigns
8:42:25are visually rich ad formats like it
8:42:28comes across platforms like YouTube,
8:42:29Gmail and Google discover to target high
8:42:32intent audiences. So now next we have
8:42:34the display ad campaigns. So display
8:42:36campaigns feature visually engaging ads
8:42:38like images or banners. shown across
8:42:42millions of websites, apps and Google
8:42:44properties within the Google display
8:42:45network. So these ads help raise
8:42:47awareness, you know, re-engage users and
8:42:49which have broad audience while they
8:42:51browse online. And then here you have
8:42:53the shopping campaign. So shopping
8:42:55campaigns are ideal for promoting
8:42:56physical products. Uh so these ads
8:42:59display product images, titles, prices
8:43:02and store details directly in Google
8:43:04shopping results as well as on Google
8:43:06search. So they provide users with key
8:43:08product information before they even
8:43:10click on the ad. And finally, we have
8:43:12the video campaign which I'll be showing
8:43:13you today in this video. So this type of
8:43:15campaign is used to deliver video ads on
8:43:17YouTube and Google's video partner
8:43:19sites. So video campaigns can help boost
8:43:21brand awareness, engagement or drive
8:43:24conversions depending on the format and
8:43:25targeting options you have chosen. So
8:43:27for now, let's just go with the video
8:43:29ads which is basically the YouTube ads.
8:43:32Let's press continue. So this is the
8:43:34starting point where we start to create
8:43:36the campaign. So the first step is to
8:43:39you know name our campaign. So now let's
8:43:41just name our campaign. So you can give
8:43:43the name on the basis of what your ad is
8:43:45about. So right now I will just give you
8:43:48know YouTube ad demo.
8:43:52Now next you have to select the
8:43:54location. So as you can see you can
8:43:56either select all the countries and
8:43:58territories or India or you can
8:44:01specifically mention your targeted
8:44:03country names. So here you know you can
8:44:06just enter the location that you want to
8:44:08and add to the result. So right now
8:44:10we'll go with India.
8:44:13Now next you can select the languages
8:44:16that your customers will be speaking. So
8:44:18if you're you know promoting a product
8:44:21and if you're having a local physical
8:44:23shop give your native language or
8:44:26purchasing your products and what
8:44:28languages they speak. So here let's just
8:44:31do English.
8:44:35So the thing is make sure that you give
8:44:37all these preferences properly so that
8:44:39your ads run well and you don't you know
8:44:41waste money by catering to the wrong
8:44:43audience. Now next we have to decide a
8:44:47strategy for bidding. So here you have
8:44:50strategies like target CPA, maximize
8:44:52conversions, maximize conversion value,
8:44:54target ROAS. So as you can see now some
8:44:58bidding strategies won't be available
8:45:01according to the goal that we have
8:45:02chosen but I will just let you do what
8:45:04these are. So first we have target CPA
8:45:07which is cost per acquisition. So you
8:45:10basically in this you tell Google how
8:45:12much you're willing to pay for each new
8:45:14customer or lead and it will
8:45:16automatically adjust your bid to try and
8:45:18get as many conversions as possible at
8:45:20that target cost. Next you have maximize
8:45:23conversions. So this strategy
8:45:24automatically adjusts bids to get the
8:45:26highest number of customers or leads to
8:45:28your set budget without focusing on how
8:45:31much each one costs.
8:45:33Now next you have maximize conversion
8:45:35value. So instead of just getting a lot
8:45:37of conversions, this strategy focuses on
8:45:39getting the most valuable conversions
8:45:41like higher sales or revenue with your
8:45:43budget regardless of how many there are.
8:45:46And then you have the target ROAS. ROS
8:45:48means return on ad spent. So you set a
8:45:51goal for how much return you want from
8:45:53your ad spent and Google adjust bit to
8:45:56meet that goal by focusing on more
8:45:57valuable conversions. So right now here
8:46:00we'll go with maximize conversions. Now
8:46:03next you have to enter the budget. Now
8:46:05this can be a daily budget you are
8:46:06willing to spend or the cost that you
8:46:08are ready to spend for the entire
8:46:10campaign. So let's just give a daily
8:46:12budget of around 500 rupees. Now here we
8:46:17can give the start and end date that you
8:46:19want your ads to run. So let's just give
8:46:23an end date. So the start date will be
8:46:25today. We can maybe run it for around 1
8:46:29week.
8:46:31Now here you can add a site link that
8:46:33you would like to add to your ad like it
8:46:35can be your website signup page etc. So
8:46:38you can mention it over here. Now next
8:46:40we have to give a name to our ad group.
8:46:43We'll just give YouTube ads.
8:46:46Next you can define your target audience
8:46:49which is a very crucial part. So you can
8:46:51go to create an audience.
8:46:54So as you can see here you have so many
8:46:56options. So first you can you know just
8:46:58name your audience like what kind of
8:47:00audience it is so that you can track it.
8:47:03So for example here you can create a new
8:47:05segment. Here you have numerous options.
8:47:07You can give a segment name
8:47:10you know you can choose the customer
8:47:12behavior from here. Next you can add the
8:47:16data of your previous like if you were
8:47:18already running your business and if you
8:47:20have data about some you know about your
8:47:23previous customers you can add it over
8:47:25here so that Google will analyze those
8:47:27data and cater to audience of that type
8:47:31and then finally you have interest and
8:47:32detailed demographics.
8:47:36So here you can you know just give from
8:47:38which you know what kind your audiences
8:47:41are or from which place your audiences
8:47:42are. Now here you can give the
8:47:44demographics like you know the gender
8:47:46that like for example if you are uh
8:47:49promoting a clothing and only clothing
8:47:51store for women you know you can untick
8:47:54these boxes and you can just keep female
8:47:56and if you're you know selling clothes
8:47:58for youngsters you can even mention the
8:48:01age group over here. So that's how you
8:48:03filter out your audience basically. So
8:48:05make sure you use these options
8:48:07properly. Now finally here is where you
8:48:10create your ad. But before that, if
8:48:12you're interested to start a career in
8:48:14digital marketing, then check out Simply
8:48:16Learn's postgraduate program in digital
8:48:18marketing in partnership with Purdue
8:48:19University. So this course provides a
8:48:21robust and industry relevant curriculum
8:48:23to help you become a certified digital
8:48:25marketing expert. The program covers
8:48:27essential digital marketing components
8:48:28like website creation, SEO, SEM, social
8:48:31media marketing, mobile marketing,
8:48:33content strategy, and advanced topics
8:48:35like leveraging chat GPT and other
8:48:36generative AI tools. You'll gain
8:48:38hands-on experience through live
8:48:40interactive learning, student digital
8:48:41marketing simulations, case studies, and
8:48:43capstone projects. Additionally, you'll
8:48:46receive a meta certified digital
8:48:47marketing associate exam voucher and a
8:48:49hootsweet certified professional
8:48:51credential further validating your
8:48:53expertise. Enroll now and take the next
8:48:55step in your digital marketing journey.
8:48:57You can find the course link in the
8:48:58description box and pin comments. So,
8:49:00let's continue with creating our
8:49:02advertisement. So here you have to paste
8:49:04a URL of which you want to create like
8:49:07you know for which video of yours you
8:49:08want to create an ad for. So for example
8:49:11I want to create ad for this particular
8:49:13video. So I've given the URL. Now here
8:49:17you can choose the formats
8:49:20like there are inream format in feed
8:49:23video and shots. So in stream format is
8:49:26basically you know where you see
8:49:28skippable ads you know which basically
8:49:31comes before a video or in the middle of
8:49:33the video and then you have the infeed
8:49:35video. So in feed videos are the videos
8:49:38that actually come while you're
8:49:39scrolling. Like you might have seen some
8:49:41videos are sponsored, right? So these
8:49:43are in feed videos. And then finally you
8:49:46have shots. So these are the ads that
8:49:48come while you're scrolling shots.
8:49:51And again you can view it in different
8:49:54devices. Uh just a second.
8:49:58Yeah. For example, this is how your
8:50:00script will ad will be seen on your
8:50:02desktop.
8:50:04This is a TV preview.
8:50:06This is a mobile preview. So basically
8:50:09we'll be selecting I think we'll just
8:50:11keep inc video. So as you can see I have
8:50:13just taken this for an example. You can
8:50:15see a warning sign over here like videos
8:50:18longer than 3 minutes don't usually
8:50:19perform as well as shorter videos. So
8:50:22it's basically better to shorter videos
8:50:24for your ads. So next you have to give
8:50:26the final URL. So the final URL is where
8:50:29you want your viewer to reach once they
8:50:31click your ads call to action button. So
8:50:33it can be basically the landing page
8:50:35like your website, your signup page or
8:50:37anything. So basically when my viewers
8:50:40click this ad, I want them to reach to
8:50:42Simply's website. So I'll give Simply
8:50:44Learn URL. So I'll basically give Simply
8:50:47landing page. Now next you have to give
8:50:50the CTA which is the call to action, the
8:50:52headline, long headline and the
8:50:55description. So let's just see those one
8:50:58by one. So basically the CTA encourages
8:51:01viewers to take a specific action such
8:51:04as visiting your website, signing up or
8:51:06making a purchase. So directly guides
8:51:08the viewer on what you want to do next.
8:51:10So it can be anything like learn more,
8:51:12download or shop now. So here I will
8:51:15just give learn more because I think
8:51:17that would be apt. You know you have so
8:51:19many options. It depends on what product
8:51:21you're promoting. So basically I want
8:51:23learn more as call to action. And while
8:51:26my viewers press learn more option, I
8:51:29want them to be redirected to simple
8:51:31learn website. Now next you have the
8:51:33headline. So the headline grabs
8:51:35attention and quickly conveys the core
8:51:37message of the ad. So it's usually short
8:51:39and punchy which is designed to spark
8:51:41interest and encourage users to watch or
8:51:43engage. So you know it can be anything.
8:51:46For example, if you are running a gym,
8:51:47you can give it as get fit at home, try
8:51:50our app for free. Or for example, I can
8:51:53give you as free digital marketing
8:51:55course for beginners. I think that would
8:51:57be app free digital marketing. Okay,
8:52:00they are telling to enter short headline
8:52:05course. So the word limit is 30. You can
8:52:09also if you want to you know type long
8:52:11headline you can give it over here. Now
8:52:14next you have the description. So the
8:52:16description provides additional details
8:52:18about your offer, product or brand. So
8:52:20it supports the headline and CTA by
8:52:22offering more context and information to
8:52:24further engage viewers. So it's
8:52:26basically a description of what your the
8:52:28product is about so that you know the
8:52:30viewer gets an idea about what it is
8:52:32before they enter to your website or in
8:52:35so you can enter that.
8:52:37You can also you know add a banner uh to
8:52:40your website. So either you can upload
8:52:42an image and if you haven't uploaded an
8:52:44image it will use a autogenerated
8:52:46banner. After that you have to press
8:52:48create campaign.
8:52:50So finally our campaign is ready. So
8:52:52this is how you basically create a
8:52:54YouTube ads campaign. So now I have come
8:52:57to the overview in the dashboard. So
8:53:00here our campaign is created.
8:53:03Now we have policy review, we have
8:53:05impressions and we have conversions.
8:53:08So basically it will take around 2 days
8:53:10for Google to approve you know to review
8:53:12and approve our campaign. So after that
8:53:15you know we can calculate the
8:53:16impressions and we can track the
8:53:18conversions. So now let's just see
8:53:20what's there in this Google Ads
8:53:22dashboard. So first this is the overview
8:53:24option. Just a second. I will explain
8:53:27with my previous video.
8:53:32Yeah. So this is the overview option in
8:53:34the campaign section of Google ads. So
8:53:36this gives you a quick snapshot of how
8:53:38your ads are performing as you can see
8:53:40here. So it gives key metrics like
8:53:42clicks, impressions, cost and
8:53:45conversions. So you can easily see which
8:53:48campaigns are doing well and where you
8:53:50might want to make adjustments. So it's
8:53:53like a dashboard that highlights recent
8:53:55trends and top performing keyword ads
8:53:58and devices. So this overview helps you
8:54:00understand what's working best in your
8:54:02campaign and lets you quickly spot any
8:54:04areas that you might need or tweak. So
8:54:06making it easier to manage and optimize
8:54:08your ads effectively. So as you can see
8:54:10you know it gives a complete overview
8:54:13of how your ad is performing and
8:54:16everything. Now next you have the
8:54:18insights and reports.
8:54:21So basically the insights tab helps you
8:54:23better understand your audience and ad
8:54:24trends. It provides data on how your ads
8:54:27are performing uh which keywords are
8:54:29driving the most traffic and even shows
8:54:31you seasonal trends or shifts in search
8:54:32behavior.
8:54:34Now then you have the campaign section.
8:54:37So here you can see your campaigns like
8:54:39whichever campaign you have created, the
8:54:40ad group, the ads etc. Now finally here
8:54:44you have the goal section. So this is
8:54:47basically where you can actually track
8:54:48how your ads are performing or the
8:54:50conversions. So our campaign is not yet
8:54:52reviewed but I'll just show you how it's
8:54:55to be done. So here basically you have
8:54:57an option to create conversion action.
8:55:00So you just have to press that and here
8:55:02you can choose the conversion that you
8:55:04would like to track. So the common
8:55:06options are you know website purchases,
8:55:09signups for newsletters, phone calls and
8:55:12app downloads as you can see here. So
8:55:15for example, if you are going with
8:55:17website here you would basically have to
8:55:19give your domain name. Uh let's just
8:55:22give simple.com.
8:55:24So here you can give the conversion
8:55:26goal, the event type. You can also add a
8:55:29conversion action manually. So basically
8:55:31for website conversions you will need to
8:55:33install a tracking tag from Google tag
8:55:35manager. So Google ads provides a piece
8:55:37of code which is known as a conversion
8:55:39tracking tag that you need to add to the
8:55:41specific page where the conversion takes
8:55:43place uh like such as the signup page or
8:55:46the thank you page that users see after
8:55:47completing a purchase. So basically you
8:55:50can use you know Google tag manager if
8:55:52you want a more streamlined approach
8:55:54which allows you to manage all your tax
8:55:56without directly modifying your
8:55:57website's code. Now after that you have
8:55:59the tools where you have one of the most
8:56:01important tool which is keyword planner.
8:56:03Let's just check it out. So this is
8:56:05quite helpful when you have to create
8:56:07keywords for your ads. So here you just
8:56:10have to give your necessary informations
8:56:12like you know you have to give the
8:56:13information about what a service or
8:56:15product is about and after that you can
8:56:17you know give your website so that it
8:56:18can you know filter the unrelated
8:56:20keywords and then you can go for get
8:56:22results and then the planner will
8:56:23basically suggest you the keywords and
8:56:26here you also have an other option known
8:56:28as get search volume and forecasts. So
8:56:31in this option you can enter the
8:56:33keywords to check for the search volume.
8:56:34So this tool is pretty helpful for
8:56:36planning your keywords and planner. So
8:56:40this is where you can plan the spend for
8:56:41your future ads Google ads. And then
8:56:44finally you have the billing section. So
8:56:46that's it. These were some of the cool
8:56:48features of Google ads and how you could
8:56:49use it effectively.
8:56:50>> Ever wondered how websites appear at the
8:56:52top of the search results when you type
8:56:54a query into Google? Well, that's the
8:56:57magic of SEO. SEO stand for search
8:57:00engine optimization and it's the process
8:57:02of fine-tuning your website to rank
8:57:05higher in organic that is unpaid search
8:57:07results. In simple terms, SEO is all
8:57:11about making your websites more visible
8:57:13to people who are searching for the
8:57:15things online. When someone types a
8:57:17question or a topic into search engine
8:57:19like Google, SEO helps your website
8:57:22appear higher up in the list of search
8:57:24results. This means more people are
8:57:27likely to click on your website, just
8:57:30like how you are more likely to visit
8:57:32the shops on the main street than those
8:57:34tucked away in an LA. Study shows that
8:57:37organic search drives are whooping 53%
8:57:40of all website traffic. In fact, a
8:57:43recent survey by MOS revealed that 61%
8:57:46of marketers consider SEO to be the most
8:57:49effective digital marketing strategy. So
8:57:51in this video we will cover what is SEO,
8:57:55types of SEO, how does SEO work, things
8:57:58to keep in mind while doing SEO. All
8:58:01right. So let's start with the first
8:58:02topic which is what is SEO? Imagine you
8:58:05have a fantastic store but it's hidden
8:58:07down a dark alley. SEO is like putting a
8:58:10bright lights and clear signs so people
8:58:13can easily find you online. That's what
8:58:16SEO stands for. That is search engine
8:58:19optimization. It's about making your
8:58:21website more visible in search engines
8:58:23like Google. When people search for
8:58:25something, search engine use complex
8:58:27algorithms to rank websites. SEO helps
8:58:30your website tick the right boxes for
8:58:33these algorithms. Good SEO means your
8:58:35website appears higher in search results
8:58:37which can lead to more visitors and
8:58:39potential customers. It's like putting
8:58:41up the big sign outside your shop so
8:58:43more people know you are there. When
8:58:45your website ranks higher in search
8:58:47results, it's like having a prime real
8:58:49estate in the digital world. Studies
8:58:51shows that most people don't click past
8:58:53the first page of search results. So
8:58:55being at the top can make a big
8:58:57difference in how much traffic your site
8:58:59gets. SEO isn't just about getting more
8:59:01visitors, though. It's also about
8:59:04attracting the right kind of visitors,
8:59:06people who are interested in what you
8:59:07offer and are more likely to become
8:59:09customers or engage with your content.
8:59:12By understanding what people are
8:59:13searching for and optimizing your
8:59:15website to match those queries, you can
8:59:17connect with your target audience more
8:59:19effectively. So this was about SEO. Now
8:59:21let's understand about the three types
8:59:23of SEO. All right, there are three main
8:59:25types of SEO you need to know about.
8:59:28First one is technical optimization. So
8:59:30this is like the backstage work of SEO.
8:59:32It involves doing things on your
8:59:34websites that improve its performance in
8:59:36search engines but people don't see
8:59:38them. For example, submitting your
8:59:40website sitemap to Google helps search
8:59:42engines understand and index your site
8:59:44better. The next one is onpage
8:59:47optimization. This is about making sure
8:59:49that your content on your website is
8:59:51top-notch and relevant to what people
8:59:53are searching for. You do this by using
8:59:55the right keywords in your content and
8:59:57providing a great user experience. It's
9:00:00like making sure your website is likable
9:00:03and helpful to visitors. The next is
9:00:05off-page optimization. So this type of
9:00:08SEO happens outside of your website.
9:00:10It's all about building your website's
9:00:12reputation and authority on the
9:00:13internet. One big way to do this is by
9:00:16getting other reputable websites to link
9:00:18to yours. These links called back links
9:00:21tell search engines that your website is
9:00:23trustworthy and valuable. By
9:00:26understanding and working on these three
9:00:28types of SEO, you can boost your
9:00:30website's visibility and attract more
9:00:32visitors, helping your business thrive
9:00:34online. So this was about the types of
9:00:36SEO. Now let's understand how does SEO
9:00:38work. So basically there are some steps
9:00:41to how does SEO works. First search
9:00:44engine crawling. Search engines like
9:00:46Google use automated programs called
9:00:48crawlers or spiders to browse the web.
9:00:51So these crawlers follow links from one
9:00:53web page to another collecting
9:00:55information about each page they visit.
9:00:58They gather data on the content
9:00:59structure and other elements of the web
9:01:01pages which is then stored in the search
9:01:03engines database. Now next one is search
9:01:07engine indexing. Once the crawlers
9:01:09collect information about web pages, the
9:01:11data is organized and stored in a
9:01:13massive database called an index. The
9:01:15indexing process involves analyzing the
9:01:18content keywords, meta tags, and other
9:01:20factors to understand what each web page
9:01:22is about. This index information allows
9:01:25search engines to quickly retrieve
9:01:26relevant results when someone performs a
9:01:29search query. All right. Now, the third
9:01:31one which is search engine ranking. When
9:01:33a user enters a search query, the search
9:01:35engines algorithms shift through the
9:01:37index pages to determine which ones are
9:01:40most relevant to the query. The
9:01:41algorithm considers various factors like
9:01:44keyword relevance, content quality,
9:01:46website authority, user experience, and
9:01:48more to rank the pages. The pages that
9:01:51best matches the search query and meet
9:01:53the algorithms criteria appear higher in
9:01:56the search engine results pages.
9:01:57Websites with strong SEO practices
9:01:59including optimized content quality,
9:02:01back links, and user-friendly design are
9:02:03more likely to rank higher in search
9:02:05results. So in summary, SEO that is
9:02:07search engine optimization boost a
9:02:09website's visibility online. We
9:02:11discussed three types. On page focuses
9:02:14on content, off- page builds site
9:02:16authority and technical ensures smooth
9:02:18site operation. SEO involves
9:02:20understanding how search engines find,
9:02:22organize and rank websites to succeed.
9:02:25Maintain quality content, use relevant
9:02:27keywords, and earn trustworthy
9:02:29backlinks. Regularly track performance
9:02:31to refine strategies. Remember, SEO is
9:02:34an ongoing effort requiring adaptation
9:02:36to industry changes for sustained online
9:02:38success. Hello everyone and welcome to
9:02:41today's video on AEO versus SEO. In this
9:02:44video, we are diving into one of the
9:02:45most important digital marketing battles
9:02:47of our time. With AI tools like Chat
9:02:49Guty and Google Gemini reshaping how
9:02:52users search and voice assistants like
9:02:54Alexa and Siri answering questions
9:02:56instantly, the traditional SEO alone is
9:02:58no longer enough. That's where answer
9:03:00engine optimization comes in which is
9:03:02designed to give you direct voice ready
9:03:04answers that users want fast. So, if you
9:03:07want to know more about it, watch this
9:03:09video till the end. So let us start with
9:03:11first understanding what is SEO. SEO
9:03:14stands for search engine optimization.
9:03:16It is a practice of enhancing a
9:03:18website's visibility in search engine
9:03:20result pages to attract organic but we
9:03:23say non-paid traffic. When users search
9:03:25for information products or services
9:03:28online search engines like Google scan
9:03:31billion of pages to deliver most
9:03:34relevant results to us. So SEO helps
9:03:36your website appear higher in those
9:03:38rankings by optimizing various elements
9:03:41such as keywords, meta tags, headings,
9:03:44back links and content quality. There
9:03:46are three components of SEO guys that is
9:03:49onpage SEO meaning optimizing content
9:03:52and HTML structure. Then there is
9:03:54off-page SEO like building links and
9:03:56authority. And then there is technical
9:03:58SEO ensuring your site is fast, secure
9:04:01and mobile friendly. SEO is crucial for
9:04:04digital marketing because higher
9:04:05visibility leads to increased website
9:04:08traffic, brand awareness, and
9:04:10conversions. Unlike paid ads, SEO brings
9:04:13sustainable long-term results when
9:04:16implemented effectively. So, SEO helps
9:04:18businesses connect with the right
9:04:20audience at the right time through
9:04:21meaningful and valuable content. So, in
9:04:24short, this is what exactly is SEO. Now,
9:04:28let us move ahead and try to understand
9:04:30what is AEO. So guys, AEO stands for
9:04:34answer engine optimization. It is a
9:04:36process of optimizing content to provide
9:04:38direct concise answers to user queries
9:04:41especially through AI powered tools like
9:04:44voice assistants like Siri, Alexa,
9:04:46Google Assistant and chatbots like chat
9:04:49GB, Google Gemini and etc. So unlike
9:04:52traditional SEO which focuses on driving
9:04:54users to website via search engine
9:04:56rankings, AU aims to deliver instant
9:04:59voicefriendly responses that don't
9:05:01always require visiting a web page. AU
9:05:04involves structuring content using
9:05:06schema markups, FAQs, and conversational
9:05:09formats so that AI systems can easily
9:05:12extract and understand the information.
9:05:14It's designed to satisfy users who
9:05:16prefer quick answers like those using
9:05:18smart speakers or mobile devices without
9:05:21needing to scroll through the search
9:05:22results. Now, AU is becoming essential
9:05:25as voice search grows and AI becomes
9:05:28more embedded in how people access
9:05:30information. So, guys, by focusing on
9:05:32clarity, context, and structure, AO is
9:05:35actually helping businesses stay visible
9:05:37in the AI powered answer for search
9:05:40environment. So this was a short sum up
9:05:42of what exactly is SEO and what is AO.
9:05:46Now let us discuss some of the core
9:05:48differences of AO and SEO based on
9:05:51certain parameters. So guys, our first
9:05:54parameter is objective and core goal. If
9:05:57I talk about SEO, the goal of SEO is
9:06:00actually to increase organic traffic to
9:06:02a website by making it rank higher on
9:06:04the search engine result pages. And SEO
9:06:07helps user to find variety of web pages
9:06:10related to their type query. For
9:06:11example, if I say uh if someone searches
9:06:14digital marketing tips. So SEO ensures
9:06:17your blog post appears on page one of
9:06:19the Google. So that's the objective of
9:06:22SEO is. Now if I talk about AEO which is
9:06:25answer engine optimization, it focuses
9:06:28on providing direct immediate answers to
9:06:30users question without them needing to
9:06:33click on multiple links. It is optimized
9:06:35for AI systems like voice assistants and
9:06:37chat bots that pull answers directly
9:06:40from the structured content. For
9:06:42example, like if someone ask what are
9:06:44the three digital marketing tips for
9:06:46beginners. Now Siri or chat GBT may read
9:06:49out your FAQ or snippet if AEO is
9:06:52properly implemented. The next goal that
9:06:54we have all over here is content format
9:06:57and structure. So if I talk about SEO
9:07:00guys, it relies on long- form content
9:07:02with strategic keyword placement. So
9:07:05here content must be informative,
9:07:07detailed and mediarich meaning images,
9:07:09videos etc. Now it also represents
9:07:12important elements such as middle titles
9:07:14and description. What are the keyword
9:07:15headings? Are there any backlinks and
9:07:18also the internal linkings? Similarly,
9:07:21if we discuss about content format and
9:07:23structure for AEO, it is kind of
9:07:26conversational, scannable and structured
9:07:28for machines. Basically, it focuses on
9:07:30FAQ pages, featured snippets, people
9:07:33also ask type answers and there is a
9:07:36schema markup like FAQs, how to, product
9:07:39organization etc. The next one let us
9:07:42talk about it is one of the most
9:07:43important thing which is user experience
9:07:45and interaction. If I talk about SEO
9:07:48guys, users manually type keyword,
9:07:50scroll results, click lens, and explore
9:07:53content. So, it is best for exploratory
9:07:56searches, comparison, and in-depth
9:07:59learning, which is basically we're
9:08:01talking about SEO. So, the user flow
9:08:03will be something like this. Google read
9:08:05snippet, click the blog, and then you
9:08:07read the article. Now, if I talk about
9:08:09AU guys, here users ask conversational
9:08:12or voice- based queries. Best for fast
9:08:14to the point answers. No need for
9:08:16multiple click or page navigation. Now
9:08:19here the user flow will be something
9:08:20like this. There will be a voice or
9:08:22chant prompt and then there will be
9:08:24instant spoken text or answer. So that's
9:08:27how EU works. Now let us discuss about
9:08:30our final point which is keyword
9:08:32strategy and search intent. Basically if
9:08:34I talk about SEO guys, keywords are
9:08:36usually short and typed. For example
9:08:39like buying running shoes online. So it
9:08:41focuses on exact match longtail keyword
9:08:44and variations. Now if I talk about AEO
9:08:47guys here the keywords are natural
9:08:49question based and longer example like
9:08:52what are the best running shoes for
9:08:54longd distance runner and it is
9:08:56optimized for spoken language and user
9:08:58intact. Now if I sum up all of this, so
9:09:01I come up with certain performance
9:09:03metrics like so SEO basically focuses on
9:09:06organic traffic, page views, bounce
9:09:08rate, time on site, conversion rate and
9:09:11ranking position. So if you're not
9:09:13familiar with SEO then look out for
9:09:16digital marketing full course on simply
9:09:18learn where we have covered all these
9:09:20metric points. Now similarly if I talk
9:09:22about the AU metrics there are snippet
9:09:25placements voice search visibility AI
9:09:28chatboard appearance frequency and also
9:09:30direct answer accuracy is there. So this
9:09:33is how we judge based on the metrics
9:09:35like how SEO is performing and how AEO
9:09:38is performing. So in short guys this was
9:09:40a core difference between AEO and SEO.
9:09:43Now let us move ahead and discuss about
9:09:46how SEO and AEO can work together. But
9:09:49before that let's have a use case
9:09:51comparison. So for example I have built
9:09:55an a use case comparison like there is
9:09:57industry, healthcare, e-commerce,
9:09:59finance and travel and suppose you type
9:10:02in SEO example. Okay then there will be
9:10:05a EU example. So suppose if I talk about
9:10:08healthcare so you
9:10:10would see something like blogs on
9:10:12symptoms of flu and similarly AU is
9:10:15going to give you the novice answer for
9:10:17the same. What are the early symptoms of
9:10:19fluke? So this is how you interact.
9:10:21Similarly, you just type product pages
9:10:24for shoes and here you search it on
9:10:26chatbot like what shoes are best for gym
9:10:29workouts. Similarly, if I talk about
9:10:30finance, so you could say guide on how
9:10:33to save taxes. You would search on
9:10:35Google something like this. But if you
9:10:37say to Siri like how to save tax under
9:10:40ATC. So this is a income tax code. Okay.
9:10:44Now similarly for travel you could see
9:10:46blog on top travel destination and here
9:10:49where I can go for budget vacation in
9:10:50April. So you can see there is slight
9:10:53variation but end result you are getting
9:10:56uh like what what you want at the end of
9:10:58the day. So as discussed based on this
9:11:02example I hope so you would have got the
9:11:04core difference between SEO and EU and
9:11:07as I was telling earlier we will move
9:11:09forward to understand how both of them
9:11:11can work together. So guys if I say like
9:11:15while SEO search engine optimization and
9:11:17AO which is standing for answer engine
9:11:20optimization may seem like separate
9:11:23strategies but they actually complement
9:11:25each other beautifully when implemented
9:11:27together. Think of this way guys uh like
9:11:30SEO attracts users to your website and
9:11:34AEO answers their questions in real time
9:11:37through voice assistant or AI tools and
9:11:39together they are ensuring that your
9:11:41content is discoverable and usable
9:11:44across both search engines and AI
9:11:46platforms. Now let us discuss about our
9:11:49first parameter which is serve different
9:11:51user behaviors. So basically SEO targets
9:11:55users who browse, explore and read
9:11:57articles and AEO targets users who want
9:12:01quick voice-based or conversational
9:12:03answers. For example, if I have to say
9:12:04like an SEO optimized blog maybe title
9:12:07something like this 10 best laptops for
9:12:09students in 2025.
9:12:12An AU optimized FAQ might answer what is
9:12:15the best laptop under 50,000 for
9:12:17students. Both help but in different
9:12:20formats. The next thing is shared
9:12:22content and different presentation. So
9:12:24guys, you don't need separate websites
9:12:26for SEO and AEO. Instead, create one
9:12:29piece of content and structure it to
9:12:30serve both purposes. SEO strategy, it is
9:12:33a long form keywordri blog or guide.
9:12:36Whereas AEO strategy could include short
9:12:38summaries, bullet point answers and FAQs
9:12:40within the same content. Now there's a
9:12:43sum tip which I would like to give you
9:12:45like you can use the same blog to rank
9:12:47on Google and show up voice answers by
9:12:49embedding structured FAQs. The third one
9:12:52is structured data. So schema markup or
9:12:55we say structured data is key to helping
9:12:57both search engines and AI will
9:12:59understand your content. If I talk about
9:13:01SEO benefit, it improves how your
9:13:03content is displayed on search engine
9:13:05results like rich snippets, ratings and
9:13:07FAQs. where AU benefits like it makes it
9:13:11easier for voice assistants to pull the
9:13:13exact answer and speak it loud. So this
9:13:16is how we talk about the structured data
9:13:19and finally we talk about optimization.
9:13:22So you can optimize SEO keywords like
9:13:24buy affordable DSLR cameras in India or
9:13:27AEO keywords could be like which DSLR is
9:13:30best under 50,000 in India and your
9:13:32content strategy try to target both
9:13:35short form and natural language queries
9:13:37which will definitely help you. Now
9:13:39finally let us discuss about our future
9:13:42trends. So if I talk about future trends
9:13:44of 2025 AO versus SEO. So like as we are
9:13:49moving into digital era both SEO and AEO
9:13:52are evolving rapidly. Actually the
9:13:54traditional SEO will continue to play a
9:13:56vital role and AU will become
9:13:58indispensable as users increasingly
9:14:01interact with search platforms through
9:14:02voice commands, smart assistants and AI
9:14:05chatbots. Now the first thing which I am
9:14:08pretty much confident that voice search
9:14:11will search like with the rise of smart
9:14:13devices like Amazon, Alexa, Google Nest
9:14:16and Apple Siri, voice search is set to
9:14:18dominate user behavior. So there's a
9:14:20data like over 50% of online searches
9:14:22are expected to be voice- based by 2025.
9:14:25Users will favor quick hands-free
9:14:27answers especially on mobile and in
9:14:30smart homes. Businesses must be
9:14:32optimized for conversational queries and
9:14:34natural language to stay relevant. Next
9:14:36is AI chatbots. So AI chatbots will be
9:14:39the first touch points. So like AI power
9:14:42tools like chat juby, Google Gemini,
9:14:44Microsoft Copilot, Cloud AI are becoming
9:14:47the first choice for users seeking
9:14:49information. Then there is a rise of
9:14:51structured data and schema markup.
9:14:52Google and AI assistants will rely
9:14:55heavily on structured data to understand
9:14:57and present the content. So the business
9:14:59is using schema markup for example FAQ
9:15:02page product or like how to so it will
9:15:04gain a huge advantage in this scenario
9:15:07whereas structured content will also
9:15:09appear more often in rich results
9:15:11knowledge panels or voice answers. The
9:15:14next this is amazing trend guys mobile
9:15:16first and AI ready content with mobile
9:15:19users suring desktops and AI being
9:15:22integrated into messaging apps and
9:15:24mobile browsers. So the content must be
9:15:26mobile friendly, fast loading and voice
9:15:28compatible. Google's mobile first
9:15:30indexing means desktop only sites will
9:15:33fall behind. And finally, there will be
9:15:34a blend of SEO plus AU strategies. So
9:15:372025 is not about choosing between SEO
9:15:40and AU. It's about combining them. So
9:15:43SEO will drive visibility in search
9:15:45engines and AU will ensure that you're
9:15:48present in AI answers and voice
9:15:50searches. The future of digital search
9:15:52is multimodal and AI first. This is the
9:15:55first thing I would like to say. And to
9:15:56stay competitive in 2025 and beyond,
9:15:59marketers must embrace voice first
9:16:02experiences. Use AI friendly formats.
9:16:05Merge SEO and AU strategies to be
9:16:08everywhere. And finally, merge SEO and
9:16:11AU strategies to be everywhere the user
9:16:14is. Whether it's a browser, a chatbot,
9:16:16or smart speaker. If you are looking to
9:16:18boost your website's traffic or dominate
9:16:20search engine rankings, then today's
9:16:22video is just for you. We are diving
9:16:25deep into keyword research, a crucial
9:16:27part of any successful SEO strategy. By
9:16:29the end of this tutorial, you'll know
9:16:31exactly how to find the right keywords
9:16:33to help your content reach its full
9:16:35potential. So, let's get started. To
9:16:38kick off things first, let's understand
9:16:40what keyword research is. Now, keyword
9:16:43research is all about discovering the
9:16:45exact phrases and terms your potential
9:16:48audience is typing into search engines.
9:16:50Now, by identifying these keywords, you
9:16:53can create content that directly
9:16:54addresses what people want to know, buy,
9:16:57or learn about. This not only drives
9:17:00more visitors to your site, but also
9:17:02helps you connect with those who are
9:17:04most likely to engage with your content.
9:17:06In essence, keyword research is the
9:17:08backbone of a strong SEO strategy,
9:17:11guiding you in crafting content that
9:17:13resonates with your audience. Now that
9:17:15we know what keyword research is, let's
9:17:18dive into why it's so important. Picture
9:17:20this. You're hosting a party. Would you
9:17:23invite random people who might not even
9:17:25be interested? Or would you carefully
9:17:27choose guests who are excited to attend?
9:17:30So, keyword research helps you do the
9:17:32latter by attracting the right guests to
9:17:34your website. When you know the exact
9:17:37keywords your audience is searching for,
9:17:39you can tailor your content to meet
9:17:41their needs. This increases your chances
9:17:43of not only driving more traffic, but
9:17:45also engaging visitors who are genuinely
9:17:48interested in what you have to offer.
9:17:50The better you understand your audience
9:17:51search behavior, the more effective your
9:17:53content will be. Remember, it's not just
9:17:56about quantity. Getting the right kind
9:17:58of traffic is key to conversions and
9:18:00overall success. Moving on, let's talk
9:18:03about the different types of keywords
9:18:05you'll encounter in your research. This
9:18:07is important because not all keywords
9:18:09are created equal and understanding the
9:18:11distinctions can greatly impact your
9:18:13strategy. So, short tail keywords are
9:18:16broad and usually consist of one or two
9:18:18words like SEO or marketing. Now, these
9:18:22keywords have high search volumes which
9:18:25means lots of people are searching for
9:18:26them. However, they're also highly
9:18:29competitive, making it tough to rank for
9:18:31them unless you have a very authorative
9:18:33website. Next comes longtail keywords.
9:18:36Now, longtail keywords on the other hand
9:18:39are more specific phrases like how to do
9:18:42keyword research for SEO. Now, while
9:18:44they have lower search volumes, they
9:18:46tend to be less competitive and more
9:18:48targeted, attracting visitors who are
9:18:50further along in their bios journey. For
9:18:53instance, someone searches for best
9:18:55budget laptops for students is likely
9:18:57closer to make a purchase than someone
9:18:59just searching for laptops. Now, next
9:19:02type of keyword is LSI, which is Latin
9:19:04semantic indexing keywords. Now, these
9:19:07are related terms that search engines
9:19:09consider relevant to your main keyword.
9:19:11Now, for example, if your main keyword
9:19:13is digital marketing, then LSI keywords
9:19:16could be online marketing, SEO
9:19:18strategies or social media advertising.
9:19:20Now even in this example if you have
9:19:22given best leather shoes the LSIs would
9:19:24be official and casual wear best
9:19:26footwear brand urgent leather shoes etc.
9:19:29So using LSI keywords helps you create
9:19:31more contextually relevant content with
9:19:34search engines favor. Now by balancing
9:19:36these types of keywords you can create
9:19:38content that appeals to both broad and
9:19:40niche audiences giving your website a
9:19:43better chance to rank well across
9:19:45different searches. So all right, now
9:19:47that we have covered the types of
9:19:48keywords, let's explore some of the
9:19:50tools that can help you find them. So
9:19:52keyword research tools are like treasure
9:19:54maps. They guide you to the keywords
9:19:56that can drive the most traffic to your
9:19:57website. Number one is Google keyword
9:20:00planner. So Google keyword planner is a
9:20:02fantastic starting point, especially for
9:20:04beginners. It's free and provides a
9:20:06wealth of information, including search
9:20:08volumes and competition levels for
9:20:10various keywords. You can also discover
9:20:12new keyword ideas based on what people
9:20:15are already searching for. Next is
9:20:17Ahrevs. Ahres is a more advanced paid
9:20:20tool that offers in-depth analysis. It
9:20:23doesn't just give you keyword data. It
9:20:25also provides insights into how
9:20:26difficult it is to rank for a particular
9:20:28keyword as well as clickthrough rates,
9:20:31CTR, and related keyword ideas. So, as
9:20:34is particularly useful for competitor
9:20:36analysis, helping you see which keywords
9:20:38for your competitors are ranking for and
9:20:40identifying gaps in their content that
9:20:42you can exploit. Now, next comes SEM
9:20:45Rush. Now, SEM Rush is another powerful
9:20:48tool that goes beyond keyword research.
9:20:50It offers comprehensive data on
9:20:52keywords, including trends over time,
9:20:54and allows you to conduct competitive
9:20:56analysis, track keyword performance, and
9:20:59more. SEM Rush is a go-to for many SEO
9:21:02professionals because of its all-in-one
9:21:04capabilities. So, these tools simplify
9:21:06the process of keyword research,
9:21:08allowing you to focus on creating
9:21:09content that will resonate with your
9:21:11audience and perform well in search
9:21:13engine results. So, with so many tools
9:21:15at your disposal, the next step is
9:21:17figuring out how to actually find the
9:21:19best keywords for your content. So,
9:21:22here's a step-by-step approach. Number
9:21:24one, start with a brainstorming session.
9:21:27So you can list down potential keywords
9:21:29related to your topic. Think about what
9:21:31your audience might search for and
9:21:33consider different variations of those
9:21:35phrases. So use the keyword research
9:21:37tools we just discussed to analyze these
9:21:40keywords. Pay close attention to search
9:21:42volume, competition, and user intent.
9:21:45The goal is to find keywords that have a
9:21:47good search volume but aren't too
9:21:49competitive. And next, consider user
9:21:51intent. This is crucial. Ask yourself,
9:21:54what is a searcher hoping to find? If
9:21:56someone is searching for best travel
9:21:57laptops in 2024, they're probably
9:22:00looking for product reviews or
9:22:01recommendations. Tailor your content to
9:22:04meet that specific intent and you'll
9:22:06have a much better chance of converting
9:22:08those visitors into customers. So, by
9:22:10following these steps, you can pinpoint
9:22:12the keywords that will not only drive
9:22:14traffic, but also ensure that the
9:22:16traffic is relevant and likely to
9:22:17convert. Now, one of the most effective
9:22:20ways to find highquality keywords is by
9:22:22analyzing your competitors. This might
9:22:24sound like a spy mission, but it's
9:22:25completely above board and incredibly
9:22:27valuable. So, tools like SEM Rush allow
9:22:30you to see which keywords your
9:22:31competitors are ranking for. So, this
9:22:34gives you insight into what's working
9:22:35for them and more importantly, it
9:22:37highlights gaps in their strategy that
9:22:39you can exploit. For instance, if you
9:22:41notice that a competitor is ranking well
9:22:43for a keyword like affordable SEO tools,
9:22:46but their content is outdated or lacking
9:22:48in detail, you can create a more
9:22:49comprehensive and up-to-date piece to
9:22:51outrank them. So by leveraging
9:22:53competitor insights, you can stay ahead
9:22:55in the SEO game, ensuring that your
9:22:57content is always relevant and
9:22:59competitive. Now, finding the right
9:23:01keywords is only half the battle. The
9:23:03next challenge is using them effectively
9:23:05in your content. So here's how you can
9:23:08do that. Number one, place your primary
9:23:10keywords in strategic locations such as
9:23:12title, meta description, headers, and
9:23:15throughout the content. This signals to
9:23:17search engines that your content is
9:23:19about, helping you rank for that
9:23:21keyword. Number two, avoid keyword
9:23:23stuffing. This old school tactic doesn't
9:23:25work anymore and can actually hurt your
9:23:28rankings. Instead, focus on naturally
9:23:30integrating keywords and using
9:23:32variations. For example, if your primary
9:23:34keyword is digital marketing strategy,
9:23:36you could also use online marketing
9:23:38strategy or effective digital marketing
9:23:40tactics to make your content more
9:23:42readable and engaging. Now, the third
9:23:44one is using LSI keywords to add depth
9:23:46and context to your content. This not
9:23:49only improves readability but also helps
9:23:51search engines understand the broader
9:23:53topic of your content which can
9:23:55positively impact your rankings.
9:23:57Remember the goal is to create content
9:23:59that's both optimized for search engines
9:24:01and enjoyable for your readers. Lastly,
9:24:03keyword research is not a set it and
9:24:05forget it process. It requires regular
9:24:07monitoring and adjustment. SEO is a
9:24:10constantly evolving field and what works
9:24:12today might not work tomorrow. So, make
9:24:14it a habit to regularly check how your
9:24:16keywords are performing. Use tools like
9:24:18Google Analytics to track your rankings
9:24:20and see which keywords are driving the
9:24:22most traffic. If you notice that certain
9:24:24keywords are underperforming, consider
9:24:26tweaking your content or trying out new
9:24:28keywords. So, by staying on top of your
9:24:31keyword strategy, you can ensure that
9:24:33your content continues to perform well
9:24:35and adapt to changes in search trends.
9:24:37And there you have it, a comprehensive
9:24:39guide to keyword research. I hope you
9:24:41found this tutorial helpful and that you
9:24:42are now ready to start finding the best
9:24:44keywords for your content. Remember
9:24:46keyword research is all about
9:24:48understanding your audience and creating
9:24:50content that meets their needs.
9:24:51>> The first topic is like we will go
9:24:53through some introduction guys. Okay. So
9:24:55we have a few topics to cover for the
9:24:58day. We are starting with the
9:24:59introduction to understand what exactly
9:25:01is paid campaign? What exactly is
9:25:03performance marketing? Okay. Um and yeah
9:25:06there are some other metrics that we
9:25:08would be coming across. So before we
9:25:10start with paid campaigns guys. Okay.
9:25:13the basic of marketing or digital
9:25:16marketing or in g generally when I talk
9:25:18about paid campaign is understanding
9:25:20your customer. Okay. uh why why
9:25:22understanding your customer is very
9:25:24important in digital marketing overall
9:25:26because you as a digital marketer would
9:25:29be let's say if I talk about paid
9:25:31campaigns okay you'll be running ads on
9:25:32meta you might run ads on Google you
9:25:35might run ads on any other social
9:25:37platform out there you will do the
9:25:39targeting okay what is targeting
9:25:41targeting is nothing but you will choose
9:25:42whom you would want to show your ads
9:25:44right but how do you know like you know
9:25:47whom whom you should know whom you
9:25:49should show your ads that's where
9:25:51Understanding the customers comes into
9:25:52picture. If you don't understand your
9:25:54customers, you can't create your target
9:25:55audience as well. Right? So,
9:25:57understanding your customer ideally it
9:26:00is important for paid campaign but it is
9:26:02also important for the other aspect of
9:26:04marketing or digital marketing in
9:26:05general. Okay. Now, how do we understand
9:26:08our customers? Okay. Um, basically when
9:26:12it comes to understanding your customer,
9:26:14there are basic strategies that you can
9:26:16follow. Okay. Um you try to understand
9:26:19what your customer needs. Okay. Uh like
9:26:22try to see some trends. Okay. Understand
9:26:25what do they need and try to customize
9:26:27your product according to them. Okay. So
9:26:30basically you customer identification
9:26:32and understandings are kind of directly
9:26:35proportional to your growth as well.
9:26:37Okay. In general about your business
9:26:38growth. Now how do you find out common
9:26:41needs of your customer? Okay. So try to
9:26:44check all these aspects whenever you are
9:26:46trying to do that research about your
9:26:47customer. Okay. Understand what is their
9:26:50personal need. Okay. Understand what is
9:26:52their functionality needs. Understand
9:26:54their price point needs like you know
9:26:56let's say if your target audience is a
9:26:58middle class or upper middle class or an
9:27:00H&I. So what is their price point? What
9:27:02is a price point where they are
9:27:04comfortable to spend right? get some
9:27:07compatibility and quality needs like you
9:27:09know do they value more uh do they look
9:27:12out for more value products or cheaper
9:27:14products. So understand what are some
9:27:16common needs of your customer. Okay. And
9:27:19if you find that out you would know what
9:27:21communication you will have to use.
9:27:23You'll know what targeting you have to
9:27:24do. Okay. Like people directly jump into
9:27:28targeting communication and all but you
9:27:30can't create a communication unless
9:27:32unless you don't know what your customer
9:27:33needs right let's say if I ask you that
9:27:35guys create an advertisement for Fevy
9:27:37call. You should know right who's the
9:27:39audience of Fevy call. What kind of
9:27:41people are they? Because you have to
9:27:43create that rel relativity factor with
9:27:45them. Right? So create your relatability
9:27:47factor. You'll have to know what do they
9:27:49like, what they don't like and based on
9:27:51that you'll create your communication as
9:27:53well. Right? Now few things some methods
9:27:57to understand your customer guys. You
9:27:59can take some customers opinion and
9:28:01conduct surveys on following things. You
9:28:03can take survey on product. You can take
9:28:06take their feedback. See the trend like
9:28:08what is like you can see a trend right?
9:28:10like let's say recently what was the
9:28:12trend there was some doll which got very
9:28:14famous I don't labu doll or something on
9:28:16those line right so trend see pattern
9:28:18like what what actually audiences are
9:28:20liking right see understand do they like
9:28:24quality product quantity product see if
9:28:26they have more inclination to some
9:28:28certain kind of uh ingredients out there
9:28:30so this is something called a
9:28:32sentimental analysis okay this will help
9:28:34you to understand the basic behavior of
9:28:37your customer okay now we'll Start with
9:28:40our paid campaign guys. Okay,
9:28:43see paid campaign in a very simple term
9:28:46guys. Okay, you never have to mug up
9:28:49those jarens. Okay, in digital
9:28:51marketing, no one would expect that you
9:28:53should know the exact definition. Okay,
9:28:55even if you understand the concept and
9:28:57you explain it in your own word, it's
9:28:59all good to go. Okay, so let's say um if
9:29:03if you are in an interview and someone
9:29:04would ask you guys, okay, what is paid
9:29:06campaign? Explain it. What is paid
9:29:08campaign? You can simply say whatever
9:29:10ads that we see which are running on
9:29:12Google or on any other social media is
9:29:14part is is paid campaign. Basically a
9:29:17brand is paying some amount of money on
9:29:19that platform to show to increase the
9:29:22brand visibility out there. Okay. So for
9:29:24example let's say if I um open over here
9:29:28let's say I'm searching for um
9:29:31health insurance. Okay.
9:29:33Can you see all the brands which comes
9:29:35under sponsored result? This is part of
9:29:37paid campaign. Okay, the ads that you
9:29:40see running on meta is is is paid
9:29:42campaign. If I go on YouTube, I might
9:29:44see some ad right now on my page. Let's
9:29:47see this one. Okay, this is paid
9:29:49campaign. Wherever you see some ads
9:29:52running is part of paid campaign. That
9:29:54is what we call as paid campaign. Brands
9:29:56are paying money to all this platform to
9:29:59increase their brand visibility. As
9:30:00simple as that. Okay. Now in paid
9:30:03campaign as well guys. So let me create
9:30:06one word doc as well. It's a very wide
9:30:09topic. Okay. Paid paid advertising or
9:30:12performance marketing in general is a
9:30:13very wider topic because there are so
9:30:15many platform to work on. Okay. Uh if if
9:30:18if we create a list right now, let me
9:30:22let you know over here. Okay. So paid
9:30:24campaign nowadays people also call this
9:30:26as performance marketing. Okay. This is
9:30:28like a new term. Uh but whatever you are
9:30:31okay with. So first thing comes under is
9:30:33search engine. Okay. Search engine. In
9:30:35search engine one of the most popular
9:30:36platform is Google ads where basically
9:30:38with this platform you can show ads on
9:30:40different inventories on Google in
9:30:42general. Okay. Including your YouTube
9:30:44over here. Okay. So includes YouTube
9:30:47because YouTube is owned by Google.
9:30:49Okay. Then you have Bing ads. Okay. You
9:30:53have Yahoo ads. You have Apple ads as
9:30:56well. Okay. U not part of search engine
9:30:59but I'll still mention over here. Um
9:31:01there's whole topic going on for Samsung
9:31:04ads separately. Okay. Then you have your
9:31:06social media where you will be having
9:31:09your meta which includes
9:31:12Facebook, Instagram, WhatsApp. Okay.
9:31:16Your messenger.
9:31:19Then you have uh LinkedIn,
9:31:23Pinterest, Twitter. Okay. Think whatever
9:31:27social platform you could. Snapchat.
9:31:29Okay. These are like most popular social
9:31:31media platform. Tik Tok uh is banned in
9:31:34India but for international market we
9:31:36run ads on Tik Tok as well. Okay. Then
9:31:38even if you're running some ads on OTD
9:31:40let's say you're running ads on Netflix
9:31:43or u your Amazon Prime uh ZI Sony live
9:31:51MX player I mean it keeps going.
9:31:55Nowadays a performance marketer is the
9:31:57one who handles running this ads on OTT
9:31:59as well. Uh earlier it was a paid
9:32:01campaign or a performance marketer used
9:32:03to only work with search and social
9:32:05media but nowadays like ideally if you
9:32:08want to run ads on OTDs and all ideally
9:32:10a paid person who's looking into
9:32:11performance marketing they only usually
9:32:13get involved with it. Okay. Um running
9:32:16ads on e-commerce platform like Amazon.
9:32:19Okay. You have Netflix. um even the ads
9:32:23that you guys see on some payment
9:32:25platform like your
9:32:28Google pay, credit, uh I don't know
9:32:31paym. So it's a very how should I say
9:32:34then you have something called as
9:32:36programmatic advertising as well coming
9:32:38into picture where uh there are some
9:32:40premium platform now programmatic
9:32:42advertising is all about premiumness out
9:32:44there. There are some brands who want to
9:32:45show their ads on some premium
9:32:47inventories and they have a platform a
9:32:49separate platform all together over
9:32:50there. Okay, I still not covered like
9:32:53there are other platform as well which
9:32:54would be there where you can run your
9:32:56ads. So imagine
9:32:59this is such a big list for a for a
9:33:02person to run ads right now
9:33:05you can't learn everything in one go try
9:33:07to understand this like me also when I
9:33:10started my career I I used to know only
9:33:11Google and meta after 7 years of career
9:33:13I have explored working on all these
9:33:15platform because um obviously you should
9:33:17have you should work with a brand which
9:33:19will allow you to work on all these
9:33:21platforms right hence it is always
9:33:23mentioned that if you want to be very
9:33:25pro in digital marketing rather than
9:33:27working on a brand side. you start your
9:33:29career with a digital marketing agency
9:33:31because when you start your career with
9:33:32a digital marketing agency guys you'll
9:33:34be working with multiple brand at one
9:33:36time let's say on an average I used to
9:33:38work with five brands at at a time and
9:33:40every brand had a different requirement
9:33:41and we used to explore all this platform
9:33:43all together right so now for you guys
9:33:46because of you are very you are very new
9:33:48to the concept you should know all you
9:33:50shouldn't know all the platform see each
9:33:53platform has some common factor with
9:33:55each other even if you know those basic
9:33:57even if you know those common factor
9:33:58factors. If you know the basic core of
9:34:00paid campaign, you can yourself navigate
9:34:02all these platforms by yourself. Okay,
9:34:04programmatic advertising you can't
9:34:06because this is like a premium platform
9:34:08out there. But yeah, the basics of all
9:34:10the platforms are same only. Okay, so u
9:34:14ideally you should be a pro in Google
9:34:16ads. Okay, this is something where you
9:34:18should be good with. So if you know
9:34:20Google ads and if you know meta, you can
9:34:22if you know Google ads, you can run camp
9:34:24on other search engine as well. If you
9:34:26know meta you can run ads on other
9:34:29social platform as well. Okay. Rest all
9:34:31OTT GP programmatic for that you have to
9:34:36actually work with the with the brand to
9:34:37learn all this. Okay. So I hope I'm
9:34:41clear. So imagine like even after 7
9:34:44years of my career I still feel there
9:34:46are some platform where I have not
9:34:47worked yet. Okay. So I've still not
9:34:49worked with SA 360. Some of one or two
9:34:52OTDs I've still not worked on it. It
9:34:54depends on the opportunities that you
9:34:55get, right? Um so that's how big this
9:34:59particular topic is. Ideally, paid
9:35:01performance marketing itself is like a
9:35:04how should I say um a very huge topic
9:35:07overall in digital marketing. Viral has
9:35:09one question. How can we research
9:35:11efficiently about target customer? We
9:35:12don't have a huge network of following
9:35:14to run surveys and stuff. Are there any
9:35:16other method where we don't have to rely
9:35:18on other people? Um
9:35:21see so there is something called as
9:35:24primary data collection okay
9:35:28and something called a secondary data
9:35:30collection okay now primary data
9:35:33collection is something where you have
9:35:35to run all the surveys okay you'll run
9:35:37survey you go offline talk to people out
9:35:39there secondary data collection is where
9:35:42you rely on your news okay you rely on
9:35:45websites there are many websites out
9:35:47there who will give you those database
9:35:48Okay like you rely on some news that how
9:35:51this particular brand is growing where
9:35:52the consumer mindset is shifting
9:35:54towards. So second data is all about
9:35:57this news and the Wikipedia article and
9:35:59some blogs that you read and you collect
9:36:00data from there. These are the only two
9:36:03way where you can do this basic survey.
9:36:05Okay. Apart from that you can use tools
9:36:07like Google trends to understand okay
9:36:09what people are liking nowadays. Okay.
9:36:12So you can use such kind of tools as
9:36:13well if you don't want to go into survey
9:36:16and all but ideally you have to do a
9:36:18survey you have to like yes you can rely
9:36:21on the secondary data where like you
9:36:23have blogs articles and all of that but
9:36:25trust me the insights that you get by
9:36:27using primary data collection method
9:36:30that would be some it will be
9:36:32alltogether something else only okay now
9:36:34also people ask that please do conduct a
9:36:36survey go offline talk to people
9:36:38understand what is the problem that they
9:36:40are facing right there you get a very
9:36:42deeper insight that you can't get under
9:36:43your secondary data collection right or
9:36:46otherwise you can also use Google trend
9:36:47but again Google trend is there their
9:36:49platforms are also there but to
9:36:50understand the human emotion uh surveys
9:36:53talking to them personally really gives
9:36:55a better insight I would say like I'll
9:36:58give you one example over here okay so
9:37:00there was one brand I used to work with
9:37:01called as Steve Madden okay and um we
9:37:04used to run campaigns for them on meta
9:37:07okay now um from client side a very
9:37:10person basically the manager of Steve
9:37:13Madden from client side what he what he
9:37:15did he visited the store of Steve Madden
9:37:18to just do some basic observation okay
9:37:20and what this guy observed was like he
9:37:23didn't even ask anything to anyone he
9:37:25was just observing for one or two days
9:37:26and he observed that many people who
9:37:28come on the in the store are the one who
9:37:31use iPhone like he has seen all of most
9:37:33of them using iPhone compared to Android
9:37:36okay and he asked us to do this he asked
9:37:38us that okay the campus that we are
9:37:40running right now let's just not target
9:37:42all device let's just target people who
9:37:44use iOS okay and we did it and we some
9:37:47we saw a really good performance with
9:37:48our campaign we saw lot many people
9:37:51converting so usually before doing this
9:37:53changes we had a conversion rate of
9:37:55let's say 10% it increased to 20%.
9:37:59Right? So these are observations that
9:38:01you do when you go offline speak observe
9:38:03or you do some online surveys. You can't
9:38:06get this data by just like relying on
9:38:09some satis data collection or relying on
9:38:12some tools out there. Okay, because
9:38:14humans keeps on changing, right? You as
9:38:16a marketer, it's your basic job to go
9:38:18and check that. Cool.
9:38:21Okay guys, um so yeah, let's get
9:38:23started. I'll cover your basics of paid
9:38:25campaign. If you feel um any questions
9:38:28like viral if you come across any
9:38:30question feel free to put it in the
9:38:32chat. Okay. So as I said when it comes
9:38:35to paid campaign why nowadays people are
9:38:39moving more towards paid campaign? Let's
9:38:40discuss this. Okay. See every brands
9:38:43want to grow their business very
9:38:45quickly. Do you guys agree with me?
9:38:46Okay. Now in digital marketing one of
9:38:49the way to quickly grow your business is
9:38:51only performance marketing or paid
9:38:53campaigns. Why? If you rely on SEO, SEO
9:38:56is a very slow process. Okay? SEO takes
9:38:59time to grow. Okay? It it it doesn't
9:39:01grow overnight. SEO might take six
9:39:04months, one year to just reflect some
9:39:06results. Okay? Um apart from that, you
9:39:09have social media organic where you will
9:39:11post something on social media reels and
9:39:13all of that. But even that will take
9:39:14some time to grow. Then where where can
9:39:16you go to to increase your brand
9:39:19quickly? Okay. performance marketing
9:39:21because you are paying money on the
9:39:22platform to increase your brand
9:39:23visibility. Okay. In performance
9:39:25marketing there and there itself you can
9:39:27see how much money you are spending how
9:39:29much business you are getting out of it.
9:39:30So if you would have seen um I'm I'm not
9:39:33sure how many of you have watched in uh
9:39:35Shark Tank India based Shark Tank have
9:39:38you have you ever watched Shark Tanks?
9:39:39If not please watch some Shark Tank
9:39:41episode and you would heard this term a
9:39:43lot that how many how much money you're
9:39:45spending on performance marketing. You
9:39:47would see there would be many founders
9:39:49who would say that you know heavily they
9:39:51are relying on performance marketing to
9:39:52grow their business. This is like a
9:39:54common term you might have heard okay or
9:39:56if you have not heard or you've not
9:39:57watched Shakan please go and see
9:39:59understand because this particular
9:40:01department is growing like anything
9:40:03because business are in hurry to grow
9:40:05their business grow their numbers and
9:40:06the only way they can do is with the
9:40:08help of performance marketing right so
9:40:11basically with performance marketing you
9:40:14reduce that time okay to grow that
9:40:16business the time that you need
9:40:18organically it will take a lot of time
9:40:20so if you want to quickly grow your
9:40:21business do performance marketing Okay.
9:40:23And you grow your brand in a much more
9:40:25faster way. Okay. So that that's why it
9:40:30is one of the most uh how should I say
9:40:33trending department or it will keep on
9:40:35trending it will keep on growing only.
9:40:37Okay. Uh as the world moves so faster I
9:40:40mean brand would want to move faster
9:40:42further and for them this is like a
9:40:44major department where they spend money
9:40:46on. Okay. They are brands who spend in
9:40:48crows every month on different platforms
9:40:50out there right I know many startups for
9:40:54them they would have one or two people
9:40:56in SEO one or two people in social media
9:40:58but they'll have 20 20 50 people in
9:41:00performance marketing in startup you
9:41:03will see this department there'll be a
9:41:04lot of hiring in this department as well
9:41:06but with this department the one thing
9:41:08is and obviously it's one of the good
9:41:09high paying department as well but as I
9:41:12said like it out of all the department
9:41:14in digital marketing this is one of a
9:41:18high pressure department especially if
9:41:20you work with the Indian brands because
9:41:21we all know Indian brands are very
9:41:23frugal so they will they'll check all
9:41:26the nitty-g gritties but if you work
9:41:27with the international brand guys
9:41:28because they have kind of money because
9:41:30they have kind of time because they have
9:41:32that kind of patience they'll give you
9:41:34time as well they won't they won't
9:41:36bombard you with lot of work they'll
9:41:37give you enough time to experiment right
9:41:39so both the experience are very
9:41:41different like my experience I whatever
9:41:43learning I've got okay my learning is so
9:41:46strong because I've worked with Indian
9:41:47brands because there you do everything
9:41:49there you get to ch there you get chance
9:41:51to experiment with 10 other things out
9:41:53there okay uh so after I got that
9:41:56experience I shifted to the
9:41:58international market because now I
9:41:59wanted to get that international level
9:42:01exposure okay so I always strongly
9:42:04recommend everyone that first work with
9:42:06the Indian market see that hustle see
9:42:08that experiment thing that goes on if
9:42:11you just work three year with an Indian
9:42:14brand trust me you'll learn everything
9:42:16then you work aram say with an
9:42:18international brand uh it will it won't
9:42:20be that high pressure job as well there
9:42:22you'll have very higher spend you'll
9:42:24you'll handle a very good budget so as a
9:42:27performance marketer we flex on our
9:42:29budget that how much budget we spend on
9:42:31a month okay and again you get you get
9:42:33better pay you get better opportunity
9:42:35based on the media spend that you have
9:42:37handled right so probably the media
9:42:40spend that you handle in India and the
9:42:41one you handle in international is
9:42:43obviously way like there's there's like
9:42:45a a big gap between both. Okay, coming
9:42:49back to our point. Um, as I I think I've
9:42:52already discussed all of this, but some
9:42:54of the USPS of paid campaign is as I
9:42:57said, it will double your ROI, return on
9:42:59investment. Okay, it will expedite the
9:43:01product selling process in the market. I
9:43:03mean, quickly you can grow. Okay, it
9:43:06will track everything. Okay, with paid
9:43:09campaign, you will be able to track.
9:43:11Okay, let's say you're doing it for an
9:43:12e-commerce brand, guys. You will be able
9:43:14to track, okay, how many people have
9:43:15added the product to the card, how many
9:43:17people ideally checked out, how many
9:43:19people went to the payment page, and how
9:43:20many people have actually converted. So,
9:43:22you'll see the entire journey of your
9:43:24customer. Okay, you can do retargeting
9:43:27as well. Now, what is retargeting? Have
9:43:30you guys ever heard about this term
9:43:31called as retargeting? Everyone guys,
9:43:33anyone who has heard this term
9:43:35retargeting or remarketing, let me see
9:43:38if I can show you some remarketing
9:43:40campaign right now. So remarketing guys
9:43:43is nothing but uh you might have
9:43:45experience probably wouldn't know about
9:43:47the concept. So um let's say right now
9:43:50if you go to Myntra okay uh and you see
9:43:54some product you don't buy it and then
9:43:56wherever you go whether you are going on
9:43:58social media or any on any website
9:44:00you'll see that those same products are
9:44:01shown to you right that is what we call
9:44:03as remarketing. So you can do
9:44:05remarketing through with with the help
9:44:06of paid campaign. Basically if the
9:44:08person doesn't do that end transaction
9:44:10you can show them ad again and again and
9:44:12again of the last product that they have
9:44:14checked as a reminder that they have to
9:44:16buy the product. Okay. And obviously to
9:44:18push them further we give them more
9:44:20discount offer and 10 other things.
9:44:22Okay. And very good thing about paid
9:44:26campaign is you can reach out to the
9:44:28exact audience whom you would want to
9:44:29show your ads to. When I say exact
9:44:31audience guys imagine okay I'll just
9:44:34give an hypothetical example. Imagine
9:44:37Viral owns a hospital uh in his area.
9:44:41Now for Viral there's no point to show
9:44:43ad to the entire city, right? He would
9:44:45just probably even if the people in
9:44:47nearby vicinity if they sees his ad and
9:44:50they get to know about this hospital it
9:44:52will be enough for viral right so with
9:44:55paid campaign viral can do pin code wise
9:44:58targeting as well right you don't want
9:45:00to show ad in your entire city it's okay
9:45:02you can target people or show ad to
9:45:05people who lives in your specific area
9:45:06in your pin code right so that's a
9:45:09narrow level of targeting you can do
9:45:11with respect to paid campaign you don't
9:45:13have to reach out to everyone like you
9:45:14are not doing a billboard based campaign
9:45:16out here. You can reach out to as
9:45:18specific audience as you would want to.
9:45:20I was just trying to see if I can see
9:45:21something. Yeah, this this Okay, it's
9:45:25still loading right now. Right now, I
9:45:27could see some
9:45:30uh Okay, wait. I don't know why is it
9:45:33still not loading. It did loaded but I
9:45:35refreshed it. Yeah, see this.
9:45:38So, this was one that I just visited
9:45:42like yesterday. Okay, not today.
9:45:44Yesterday I visited this website to
9:45:46check some of the home product and these
9:45:47are the exact product that I checked.
9:45:49Okay, like I viewed this product. I
9:45:50didn't the remarketing to me over here,
9:45:54right? These are some exact exact key
9:45:57holders that was checking and they are
9:45:58doing the remarketing by showing me
9:46:00those exact picture and can you see
9:46:02they're giving me offers at the top like
9:46:0453% off 39% off for me for them because
9:46:08trying to push me to buy products. Now,
9:46:09now uh when we talk about paid campaign
9:46:12guys, one of the most important
9:46:15uh funnel is called as conversion
9:46:17funnel. Okay. Now what is a conversion
9:46:19funnel? Basically it is a path okay
9:46:22basically a user your user or your
9:46:24customer would be at a different stage
9:46:25of user journey right and that is what
9:46:28we call as a customer conversion fen and
9:46:30it looks something like this okay now
9:46:33what what exactly is this basically
9:46:37let's say I started my own brand okay I
9:46:39started a clothing brand okay when I
9:46:41start my clothing brand the first thing
9:46:43I would want is reach out to as many
9:46:46people as possible that is what we call
9:46:48as awareness Awareness awareness is
9:46:50where I want to reach out to the mass
9:46:52audience because I want them to know
9:46:53about my product or my brand. Okay. Then
9:46:57some of them would be interested in my
9:46:59product. So not just my product, my
9:47:01company product as well. So interest
9:47:03stages where you know not everyone would
9:47:05be interested in this particular
9:47:07category. So when I say awareness, I'm
9:47:08reaching out to people each of each
9:47:11probably bad India level. Okay. But some
9:47:13of them would be someone who's very much
9:47:15interested in clothing in general. So
9:47:17you know there will be a narrower of
9:47:19audience which would come over there.
9:47:20Then next stage would be desire where
9:47:22okay they really liked my product and
9:47:24now they have started checking out my
9:47:25product. And lastly there's something
9:47:27called as an action stage where they'll
9:47:28take that action to purchase my product.
9:47:31Okay so this conversion funnel is very
9:47:34important because based on the
9:47:35conversion funnel we create a marketing
9:47:37strategies. Okay. Our communication our
9:47:40targeting everything is based on this
9:47:42conversion funnel.
9:47:44I hope I'm clear. What is a conversion
9:47:46funnel? This is this is like a funnel
9:47:48that you guys would have seen um
9:47:50probably if you come from a basic
9:47:51marketing background as well. You might
9:47:53have heard about this particular term
9:47:54called as a conversion funnel.
9:47:55Basically, you start with reaching out
9:47:57to a master audience. Then some of you
9:47:59some of them would be interested in your
9:48:01category in general. At a desire stage,
9:48:03they have started liking your product
9:48:05and at an action stage they have finally
9:48:07bought your product. Okay. Now why it is
9:48:10important for you to know this
9:48:11conversion funnel is because at
9:48:13different stages of user journey you run
9:48:17diff you run your ads on different
9:48:19platform and you use different
9:48:20communication. Okay for example I'll
9:48:23I'll we can we can do an example over
9:48:25here. Okay. So I'll open my word do
9:48:28again.
9:48:29So if a person is at an awareness stage
9:48:32okay what are the platform where I would
9:48:34want to show my advertise advertisement
9:48:36would be YouTube and uh let's say
9:48:38Instagram okay why because here and
9:48:42again so
9:48:45my wait one second I'll just mention
9:48:48this would be my platform okay uh video
9:48:53would be my format okay
9:48:56now why YouTube and Instagram Because do
9:49:00you guys agree that uh YouTube and
9:49:02Instagram is where you'll see a lot of
9:49:04mass audience? Okay, everyone is there
9:49:06on YouTube, everyone is there on
9:49:07Instagram, right? So if I want to create
9:49:09awareness for my brand, that is the best
9:49:11platform to be there on, right? Because
9:49:14I will be able to reach out to the mass
9:49:16audience and I because uh you know
9:49:18people relate more to the video
9:49:20communication. Like if I show you text,
9:49:22so there's audio, there's text and
9:49:24there's video. People relate more to
9:49:26video and hence I can create a lot of
9:49:28video promotions over here. Right? So
9:49:31I'll create some shorts, I'll create
9:49:33some reals, I'll create some stories and
9:49:34all of that. Right? Now if a person is
9:49:37at an intra stage, what I can do where
9:49:39where can I take them? Okay, I can use
9:49:41more specific platform like let's say
9:49:45Google search. Okay. At the interest and
9:49:48desire stage basically
9:49:51why Google search is very important
9:49:53because now see if if if you might have
9:49:56I'm not sure how many pe how many of you
9:49:58have done this but if you see some
9:50:00really good brands ad on Instagram or
9:50:03YouTube there's a good chance 70% or 50%
9:50:06of the people will go on Google and
9:50:08search about that brand. Okay. Now if
9:50:10the person is searching about my brand
9:50:12on Google I have to be there as well.
9:50:14Correct? I mean this is like a very
9:50:16common trend that I've seen if you I'm
9:50:18not sure you have personally experienced
9:50:19this or not but as per the recent
9:50:21research that we did we saw that if a
9:50:24customer come across a very different
9:50:25brand altogether on Instagram or YouTube
9:50:28let's say they're scrolling on reals and
9:50:30they see some influencer mentioning some
9:50:31brand the first thing that they'll do is
9:50:33they go on Google and find out their
9:50:35product and check out their brand and
9:50:36hence you have to be there on Google
9:50:38right so basically at every stage of
9:50:41conversion funnel you will do marketing
9:50:43on different platform And there will be
9:50:45a different communication altogether
9:50:46that you would be using across.
9:50:49This is like a part of your strategy.
9:50:51Okay, I hope this makes sense guys.
9:50:55So again you can call this convergent
9:50:58funnel. Now there are different
9:50:59terminologies here. We call this as
9:51:01awareness centers desire action. You can
9:51:03also call this as upper funnel, middle
9:51:06funnel and lower funnel. Upper funnel
9:51:08where you're reaching out to people who
9:51:10are interested in the product. Okay.
9:51:12Middle funnel you're reaching out to
9:51:13people who are considering your brand.
9:51:16Okay. And then in lower funnel you're
9:51:18trying to show advertisement
9:51:20advertisement to those who are at the
9:51:21stage of buying your product. For
9:51:23example, they have added the product to
9:51:24the card but because of some like they
9:51:27are waiting for more discount or they
9:51:28waiting for more offer and they didn't
9:51:30buy your product. So they are at the
9:51:31lower funnel. Okay. Upper funnel,
9:51:33middleunnel, lower funnel. Guys, I hope
9:51:36I'm clear with conversion funnel. So um
9:51:39now when it comes to paid campaign guys
9:51:41one of the very important part that one
9:51:44should know is conversion rate
9:51:45optimization. Okay what exactly is CRO?
9:51:48We in short form we call this a CRO.
9:51:50Okay basically in conversion rate
9:51:53optimization guys you want okay as many
9:51:57people as possible to convert from your
9:52:00app or your website. Okay. So basically
9:52:03try to understand how does
9:52:07a user flow looks like. Okay, it starts
9:52:11with
9:52:13impression
9:52:15then clicks and then conversion. Okay,
9:52:17what do I mean by impression, clicks and
9:52:19conversion. Okay, try to understand this
9:52:22metrics guys. It's very important for
9:52:23you all to know.
9:52:27Okay. Now, reach is number of unique
9:52:31people
9:52:33who sees your advertisement.
9:52:38Okay. Now, imagine we have 10 people on
9:52:40the call and all 10 of you have seen the
9:52:42ad. That means my reach is 10. Okay. But
9:52:45if I say what is impression? Impression
9:52:49number of time your ad has been shown to
9:52:54the customer. For example,
9:52:58okay, if I say my reach is 10 and my
9:53:02impression is 20, what I'm trying to say
9:53:05is my ad has been shown to 10 unique
9:53:08people and impression is 20. That means
9:53:11each person has seen my ad at least
9:53:13twice.
9:53:15Reach is unique people who have seen
9:53:16your ad. Impression is number of time a
9:53:19user has seen your ad. Right? So let's
9:53:22say if just Priyanki would see my ad my
9:53:24reach would be one but if she sees my ad
9:53:27two times that means my impression is
9:53:29two
9:53:31and that's where we get one more metric
9:53:34called as frequency. Now what is
9:53:35frequency? So all those advertisement
9:53:38guys that you see on your social media
9:53:40or on YouTube a brand sets a frequency
9:53:42over there. Frequency is nothing but I'm
9:53:45controlling that you guys should see my
9:53:47ad how many times in a week or in a
9:53:50month or in a day. Okay. So a good
9:53:53frequency is three to two to three times
9:53:55a week. A user should ideally see your
9:53:58ad two to three times a week. That is
9:54:00like an ideal frequency. Okay. Okay.
9:54:02These are some basic metric that you
9:54:04should know.
9:54:06Okay. Then comes click. Now what do I
9:54:08mean by click? We all know what is click
9:54:10but I'll just try to show it to you over
9:54:11here. Let's say if I'm I want to buy a
9:54:13tote bag. Okay. Can you see I'm seeing
9:54:15ads by so many brands over here right
9:54:17now. Okay. This is impression. Okay. So
9:54:20imagine guys I have just seen. Okay. Now
9:54:22what would be impression? Try to
9:54:24understand this. Right now let's say I'm
9:54:26seeing ads of all this brand. All this
9:54:28brand would have got one reach and one
9:54:30impression. Okay. Because I'm seeing
9:54:32their ad for the very first time for
9:54:34today. Okay. And all of them are like
9:54:37unique because I'm seeing it for the
9:54:38first time. Let's say uh if I refresh
9:54:41this page again and if I see ad of the
9:54:43same brand now the reach would be only
9:54:45one but the impression would be two
9:54:47because I'm seeing their ad for the
9:54:48second time. Okay. What that is what we
9:54:51call as impression. Number of time a
9:54:52user is seeing your ad. Okay. If I click
9:54:55on it now if I click on this particular
9:54:57ad this is what we call as click. Okay.
9:55:00Number of time
9:55:04people have clicked on the ad. Okay. And
9:55:08what is convergent? Okay. Now in case of
9:55:11Myntra the conversion would be number of
9:55:13people who like if I buy this back that
9:55:16is called as conversion.
9:55:18So number of people
9:55:25who have
9:55:29done the
9:55:33final conversion. Okay. Now see guys,
9:55:37conversion as a concept varies a lot.
9:55:39Conversion brand to brand would vary a
9:55:41lot. Okay, what do I mean by that? For
9:55:44an e-commerce brand, what is conversion?
9:55:47Basically, how many people went on the
9:55:48website and bought the product? If if
9:55:50it's an any e-commerce brand or any D2C
9:55:52brand who selling any product online for
9:55:55them, what is a conversion? That how
9:55:56many people went to the website and
9:55:58bought our product. Okay. But imagine if
9:56:00it's a real estate company or if it's an
9:56:03educational client for them, what would
9:56:05be a conversion in digital marketing
9:56:07perspective? It would be how many people
9:56:08went on the website and gave their
9:56:11details. Why? Because would you buy a
9:56:13flat online? No. Would you buy a course
9:56:16online? Let's say course of five lakh or
9:56:1810 lakh no. Right? So for any
9:56:21educational brand or for any real estate
9:56:23brand or for any B2B business from a
9:56:27digital marketing perspective guys the
9:56:29conversion is how many people went on
9:56:31the website and gave the details because
9:56:34all these products you can't buy online
9:56:36and this lead is further shared to the
9:56:38sales team who would call and convert
9:56:39you guys further. I hope you're
9:56:41understanding. So conversion as a metric
9:56:45is different for each each and every
9:56:47brand. Like let's say if I'm see this if
9:56:50I search for 2BHK flat in Pune because I
9:56:52reside in Pune. I'm seeing one ad by
9:56:55this company called as Rohan Builders.
9:56:57Okay. And if I click on it, right? If I
9:57:00say get details. Can you see what what
9:57:02they're asking? They're asking me to
9:57:04give me my details to them. Now if I
9:57:06give my details to them, that is the
9:57:08conversion for them. For some brand, the
9:57:10conversion would be how many people went
9:57:12on the website and bought the product.
9:57:13For some brand the conversion would be
9:57:15um how many people have gave their
9:57:19details. For some brand it could be how
9:57:21many people have installed their app. So
9:57:24to find out your conversion rate guys
9:57:26this is your formula. Okay number of
9:57:29conversions you have got divided by
9:57:30number of visitors into 100 because you
9:57:33want to convert into percentage. For
9:57:35example right now I'll take an example.
9:57:37Okay for this tote bag. Okay, we have
9:57:40got around let's say 10,000 clicks. Out
9:57:44of that we have got 1,000 conversion. I
9:57:48mean
9:57:501,000 people
9:57:53have bought the bag. Okay. What would be
9:57:57my conversion rate? Conversion rate
9:57:59would be basically
9:58:02your formula number of conversions. So
9:58:05our number of conversion is 1,000
9:58:07divided by 10,000. We have to do into
9:58:11100 because we want to convert this into
9:58:13percentage.
9:58:15I hope I'm clear.
9:58:18So
9:58:22this is where you do you can use
9:58:23calcium. If you are very good with
9:58:24numbers, you can just directly
9:58:29and again if you convert this into
9:58:31percentage this it it will come around
9:58:33like almost 1 percentage of people who
9:58:35have converted. Okay. Ideally whenever
9:58:38you want to do a calculation we always
9:58:40do it in excel because all our numbers
9:58:43are usually put in an excel and not a
9:58:44word doc. But I hope I'm clear how does
9:58:47this work to calculate your conversion
9:58:49rate guys. First take your clicks. Then
9:58:52take your conversion count. Clicks
9:58:5510,000. Conversion 1,000. How do you use
9:58:58this in Excel?
9:59:00You take now it's easy to calculate in
9:59:02Excel. You take your conversion divided
9:59:05by your clicks. Okay. And then
9:59:0910% people have converted. What do you
9:59:11think? Okay, your conversion rate
9:59:13percentage should be higher or lower. So
9:59:15you should always aim for a higher
9:59:17percentage.
9:59:19Okay, like 10% is still okay. But let's
9:59:22say out of 10,000 if 5,000 people would
9:59:24have converted, it would have been 50%.
9:59:2650% of people have converted,
9:59:30right?
9:59:33So guys, this is some basic question
9:59:35that you would you would get asked in
9:59:37the interview that a conversion rate
9:59:38what is the formula to calculate a
9:59:40conversion rate. So you should know it
9:59:42is your conversion divided by clicks and
9:59:45into 100 because we want to convert this
9:59:47into percentage.
9:59:50Now how can you improve your conversion
9:59:55rate or what are the steps one can take
9:59:57to improve their conversion rate. Okay.
10:00:00Um see try to understand you will have
10:00:03to to to improve your conversion rate
10:00:06guys and this happens very commonly
10:00:08whenever we run a paid campaign.
10:00:11We have to do lot of AB testing. Okay,
10:00:14when I say AB testing is basically okay,
10:00:18imagine
10:00:20first thing what is AB testing? AB
10:00:22testing is you are trying to test
10:00:24between two versions. Okay, let's say I
10:00:27will might have to AB test between does
10:00:28a video perform better or a image ad
10:00:31performs better. That is that that is
10:00:32like an AB testing or text performs
10:00:34better, right? I can AB test between a
10:00:37tier one cities or a tier 2 cities.
10:00:41Okay, I can AB test between remarketing
10:00:45like showing ad to the audience who
10:00:46already know my bis business or
10:00:49prospecting audience basically who have
10:00:51heard my about my business for the very
10:00:52first time right so in AB testing
10:00:55basically you do lot of testing like
10:00:57because you have so many options like
10:00:59for which you can do some targeting for
10:01:01a brand and you have to find the best
10:01:03one so to find the best one you have to
10:01:05do lot of AB testing you can't be sure
10:01:07like let's say if you give me a brand
10:01:08today and you're like ma'am give me a
10:01:10strategy will which will work for sure I
10:01:13can't say that guys because brandto
10:01:15brand strategies differ okay and hence
10:01:18we do lot of AB testing to find out what
10:01:20performs well for which brand right so
10:01:23the same thing if you want to increase
10:01:24your conversion rate guys you'll have to
10:01:27do multiple tests okay you'll have to
10:01:29test between different kind of content
10:01:31and its communication as well so you'll
10:01:33have to do a lot of deeper level
10:01:35analysis to improve this conversion rate
10:01:38number okay like for example Example,
10:01:40what all things we can AB test with?
10:01:42Okay, so things to AB test with
10:01:47there are many things you can do an AB
10:01:48testing with. You you can have to you
10:01:50have to do an AB testing with platform
10:01:52as well that does Google perform better
10:01:53or meta perform better, right? With the
10:01:56ad format, with ad content, with your
10:01:59targeting, with your budget, with your
10:02:02location, with your demographic,
10:02:05right? These are still lesser in number
10:02:08with your website because on website
10:02:10also brands create a different different
10:02:12pages to find out which pages perform
10:02:14well right so there you you can't even
10:02:19after like years of experience because
10:02:21if you give me a new brand or a new
10:02:23category altogether I still won't be
10:02:25able to tell you this this will perform
10:02:27well for this brand I can give you some
10:02:28hypothesis but until unless I don't test
10:02:31out I can't give you a short shot
10:02:32shortsh shortsh shortsh shortsh shortsh
10:02:32shortsh shortsh shortsh shortsh short
10:02:32answer for that make sense So for any
10:02:36time when you want to increase your
10:02:38conversion rate try to understand you'll
10:02:40have to do lot of AB testing you'll have
10:02:41to find out which works well for your
10:02:44brand and you'll have to do lot of
10:02:46deeper analysis.
10:02:48Now what I've mentioned right now it's
10:02:50just there in in the same thing in the
10:02:52PPT. Whenever you want to um you know
10:02:56basically increase your conversion rate
10:02:59there are few things that you could do.
10:03:00Okay first thing your website speed very
10:03:04important. Imagine your ad is really
10:03:06good. Your website is also really good
10:03:08but once a user clicks on your ad your
10:03:10website is not loading only. How would
10:03:12the person convert? Ideally a person
10:03:15wait for only one or two second for the
10:03:17website to load. Imagine your website is
10:03:19taking 10 second to load. Do you really
10:03:20think people will wait on your website?
10:03:22They'll just bounce back and hence the
10:03:24person won't convert. How much time do
10:03:27you guys wait in general for the website
10:03:29to load 1 second, 2 seconds and if it
10:03:31takes a lot of time, don't you don't you
10:03:33get frustrated and you just bounce back.
10:03:35So hence it is very important to have a
10:03:37good website speed. Imagine if your
10:03:38website is website speed is really good,
10:03:41it's very smooth, the person will for
10:03:43sure land on the website and if
10:03:45everything is all good, they'll buy the
10:03:46product. But the main thing if the
10:03:48person is not able to land on the
10:03:49website they won't even convert right.
10:03:51So this is like a basic thing that you
10:03:53have to fix if you're running any
10:03:55campaign and if you want to increase
10:03:56this conversion rate okay then your
10:03:59landing page layout makes a very good
10:04:02difference. Imagine guys okay a person
10:04:05came on your website but it is very
10:04:06cluttered. The person is not able to
10:04:08understand the website. Do you think
10:04:10that the person would convert? No.
10:04:12Right? See
10:04:15okay I'll show you an example. right now
10:04:16rather than talking theoretically on
10:04:18this
10:04:20okay I'll I'll we will do a test right
10:04:23now okay I'm so I want to buy a health
10:04:24insurance let's say okay guys and I'll
10:04:27open some websites okay to check so I'm
10:04:30opening one website which is HDFCO this
10:04:33is all ADA website because I'm checking
10:04:35under sponsored results okay I'll check
10:04:37this website also care health insurance
10:04:39okay we'll check this two website
10:04:41whenever you're buying an insurance see
10:04:43try to understand I'm not sure you guys
10:04:45are in that case to buy an insurance or
10:04:47not. Uh but
10:04:49you see if I know personal experience
10:04:52has been that whenever I want to buy an
10:04:54insurance if I just give randomly my
10:04:56details on all the website trust me
10:04:58they'll they'll trouble me by calling me
10:05:00again and again and they'll make my life
10:05:02hell. So I have to be very vigilant on
10:05:05which brand should I trust when it comes
10:05:07to giving my details. Okay. Now why I
10:05:10have said HDFCO compared to care because
10:05:14the way they have structured their
10:05:16website okay I'll I'll tell you why yes
10:05:18their website this page is very long
10:05:20page but it is required as well for a
10:05:22person who want to buy an insurance they
10:05:24check all everything insurance is not
10:05:26like a 100 rupee thing that you're
10:05:28buying and you're testing out okay it is
10:05:30a very important product that you're
10:05:33buying and you would want to check each
10:05:35and every aspect okay and that's what
10:05:36SDFC are going to tell you over appear
10:05:38on the page they're telling you imagine
10:05:41like why this website is really good see
10:05:43their brand color is red they have
10:05:45mentioned that theme that color that
10:05:47font style is standard on the entire
10:05:48page okay because it's a lengthy website
10:05:51they have not um they have not made it
10:05:54texthe heavy they have used all those
10:05:55emojis and emoticons everywhere to make
10:05:58it less texthe heavier okay for the
10:06:00person to understand it in better way
10:06:02for example why to choose them what is
10:06:04the usual process what are some other
10:06:06benefits what are the trust like how
10:06:09many people are claiming or buying for
10:06:10them right again why should what is the
10:06:13entire process like when they say three
10:06:15claims right how how easy it is to claim
10:06:18right they have given an FAQ because
10:06:20they know a person who's buying an
10:06:22insurance they will do a lot of research
10:06:25a basic research detail need to be there
10:06:27on the page right unlike care where they
10:06:29have just told you why to choose them
10:06:32okay there's no other detail given what
10:06:33is the process to claim how much time
10:06:35does it take any FAQ anything of that
10:06:38sort right and even if they have a
10:06:41longer page they are very smart see this
10:06:42if if you would see after every every
10:06:45part okay they have given a CTA this is
10:06:47called as call to action button and
10:06:49after every part they have given a CTA
10:06:52can you see now why is that so because
10:06:53they don't want the user to get
10:06:55distracted okay so if I if I tap on buy
10:06:58and I say okay it will take me up to the
10:07:00form so I won't even get deviated here
10:07:03and there I'll tap on the button it will
10:07:06take me to the top to give my details
10:07:09right
10:07:12so that's what what that's what I mean
10:07:15by a landing page layout it needs to be
10:07:17very crisp it need to be clear it need
10:07:19to be marketable right they have me make
10:07:22sure the font style the font color every
10:07:25part they have a CTA given right they're
10:07:28using all this pictures so that it
10:07:29shouldn't look texthe heavy if it's a
10:07:31text heavy website the person will feel
10:07:33very bored and they might not even check
10:07:35the website further
10:07:37Right? Like they have created such kind
10:07:39of section where you can if you want to
10:07:41know more details either you know it or
10:07:43see imagine even you say that I don't
10:07:45want to know all this detail I'm okay
10:07:47till here. So you might tap on buy
10:07:49online. So they're very smart if you tap
10:07:50on buy online they'll take you at the
10:07:51top and ask you to give your details. So
10:07:53you're not getting distracted here and
10:07:55there. Right? I hope that makes sense.
10:07:58So it is very important to have a good
10:08:00landing page in paid advertisement. It
10:08:03is very important because we don't want
10:08:05the customer to get diverted. You
10:08:08understood my analysis why I was more
10:08:10toward HDFC compared to care. See the
10:08:12only I mean for care if this would have
10:08:15been see insurance real estate a person
10:08:19is very cautious when it comes to giving
10:08:21their detail on a website because they
10:08:23know that brand will make their life
10:08:25hell by calling them again and again
10:08:27will spam them from here and there.
10:08:29Okay. So the the brand where I want to
10:08:31give my information also I'll be very
10:08:33thoughtful about it. Okay. Same goes
10:08:35with real estate as well. Real estate
10:08:37brand also have to give like their
10:08:38website also has to be very crisp and
10:08:40clear like if I um I don't know uh it's
10:08:44been a while I've checked some real
10:08:45estate brands. Let's check Kalpataru if
10:08:48they like see them right they are giving
10:08:51all the details over here. Inquire now.
10:08:54So it's a static landing page by the
10:08:56way. Can you see this pop-up has come
10:08:58again? This is what we call as a static
10:08:59landing page. Okay, it it won't uh it
10:09:02won't direct you to another page
10:09:04altogether. You just have to be in this
10:09:06page and if you are interested inquire
10:09:08or else you go back. They won't allow
10:09:10you to go to any other pages of the
10:09:12website.
10:09:14But this is only okay when you're doing
10:09:16lead generation like real estate,
10:09:17education or insurance. But if it's an
10:09:20e-commerce brand, you have to take them
10:09:22to different pages because I mean in
10:09:24insurance in e-commerce, there are
10:09:25different pages involved when it comes
10:09:26to buying the product. Okay, but that's
10:09:30what I meant by landing page layout.
10:09:31Again, your content matters a lot.
10:09:34SDFCO's content was very I I mean
10:09:38personally I really like their content.
10:09:40I mean if you and they keep on changing.
10:09:42They don't make it like a very constant
10:09:44uh how should I say
10:09:47right now it's not popping up for me
10:09:49because I've seen their ad so many time.
10:09:50Let me just open their content once.
10:09:54Can you say now they have changed this
10:09:55tagline because I know Diwali is going
10:09:57on. So they are making it customized as
10:09:59well. Okay. They're changing their
10:10:00content based on event as well which no
10:10:04other brand I could see doing. Care
10:10:05insurance didn't do that.
10:10:08Okay. Now again because there was a
10:10:10recent news on health insurance you
10:10:11don't have to pay GST and all they're
10:10:13saying 0% GST. So their their copy is
10:10:16very interesting even if you see in
10:10:17general. So content again plays a very
10:10:19important role. Follow trend keep on
10:10:22changing your content based on events
10:10:24out there. Right? It should be very
10:10:26relatable for them. Again heading is
10:10:28very important in your content. What
10:10:30HDFCO was trying to do over here because
10:10:33it is Diwali. They have made it
10:10:34customized to Diwali out here. Celebrate
10:10:37Diwali worry-f free by securing your
10:10:39health with forex coverage at no extra
10:10:41cost. Diwali appraari
10:10:44again uh to make the content relatable
10:10:47they using Hindi over here
10:10:50right to make it more touch personalized
10:10:55again the writing style as I've said it
10:10:57depends you have to make sure you are
10:10:59following your brand uh communication
10:11:02style if your brand communication style
10:11:04is very emotional or it's very cut
10:11:06straight like you have to follow your
10:11:08brand guidelines is what I'm trying to
10:11:09say the font style the font color
10:11:11communication okay like you know health
10:11:14insurance is very personal it's it's
10:11:16about taking care of the family soc gave
10:11:19that touch in Hindi right if you would
10:11:22have seen many Indian commercial by the
10:11:25way today uh not today yesterday uh the
10:11:28legend of advertisement push push is it
10:11:31pande I I'm not sure about his surname
10:11:33but the one who created all this
10:11:35communication for feaul Asia pants and
10:11:37all he's no more but why those
10:11:39advertisement were so famous because
10:11:41they gave that touch that human touch
10:11:43that relatability factor out there right
10:11:46if you you might still remember what was
10:11:48the tagline for f call what was the
10:11:51tagline for Asian pains right up some
10:11:53some related thing Cadbury
10:11:58why because at least in India people are
10:12:01very emotional they they they relate a
10:12:03lot with the emotional touch the
10:12:04emotional communication out there right
10:12:06so as a brand if you're something on
10:12:08those you have to use that kind of
10:12:09communication Obviously brand to brand
10:12:11the the communication style would differ
10:12:14but your communication style should be
10:12:15in a way which can um touch the
10:12:18customer. For example nowadays Jenz's
10:12:21and millennials are more into memes
10:12:24entertainment content. You would see
10:12:25Swiggy Zomato. Their content is very in
10:12:27a funny way or in a meme meme kind of a
10:12:30content that they create, right? I'm not
10:12:32sure. Do you guys follow Swiggy Zumato
10:12:34create all of this brand on Instagram?
10:12:36Check their content is very in a funny
10:12:38conversational connection way like
10:12:39they'll they'll create those uh trending
10:12:41ress and put their brand in it. They'll
10:12:44create some trending memes because
10:12:45that's what their user like, right? The
10:12:48user is Gen Z focus, billennial focus.
10:12:50Correct? Your content writing style. I
10:12:53mean it it should what your customer
10:12:55like your communication should be in the
10:12:57same style. Okay. And you should have a
10:12:59good form as I've mentioned. I mean it
10:13:01shouldn't be very lengthy because
10:13:03imagine if SGFC ergo would have asked 10
10:13:05questions to me over here. I would have
10:13:07not taken efforts to give my details to
10:13:09them. They are making it simpler by just
10:13:11asking my name and mobile number and
10:13:13when I say get quote now it might ask me
10:13:15how many people are dependent on me and
10:13:1610 other things. But if the imagine it
10:13:19is okay if I go next next and then they
10:13:21ask the read but imagine on the one on
10:13:23here only if they ask me 10 question I
10:13:25won't even take effort to start with the
10:13:27first question okay I'll just bounce
10:13:29back that corn info like who will give
10:13:31so much information so they are very
10:13:32careful they ask me one question over
10:13:34here I'm pretty sure when I say get
10:13:35quote now they'll ask me some further
10:13:37question next but you can't give a very
10:13:40long form and ask them 10 question and
10:13:42make them like ideally humans are
10:13:45usually nowadays more lazier to give
10:13:46their details
10:13:47Maybe if you give so many questions to
10:13:49us, they won't they won't even fill the
10:13:51form, right? So your contact form also
10:13:53needs to be very crisp.
10:13:56So basically these are some of the
10:13:57factors that you have to check when it
10:14:00comes to improving your conversion rate
10:14:02and it the major
10:14:05um problem if your conversion rate is
10:14:07not good is with respect to your
10:14:08website. If your website is not great,
10:14:10trust me, people won't convert. the
10:14:12speed, the format, the design, the
10:14:14communication style. These are the are
10:14:16the juncture where a person will decide
10:14:18do they want to convert with your brand
10:14:20or not. So, uh going toward the next
10:14:22part which is your
10:14:25how do you measure and track your
10:14:26conversion rate and um you know so there
10:14:29are two ways you can do that. There are
10:14:30two kind of metrics uh that we check
10:14:33whenever we want to track our conversion
10:14:35rate. Okay, one is called as micro
10:14:37metric and second one is called as
10:14:39macrometric. Okay, micro metric are
10:14:41something um which doesn't create the
10:14:43end impact but it shows the user flow.
10:14:46Okay, what what exactly do I mean by
10:14:48that? So when I talk about micrometric,
10:14:50let's say if it's an e-commerce brand,
10:14:52okay, you can check how many people have
10:14:54added the product to the cart. Okay, uh
10:14:57or check how many people have added the
10:14:59product to wish list or uh how many
10:15:01people have went to the payment page
10:15:03yet. Right? You can check how many
10:15:05people have taken your subscription or
10:15:07how many have created at least the
10:15:08account if they have not taken the
10:15:10subscription. Right? So these are like
10:15:11these are not those metrics which will
10:15:14grow your business but at least it will
10:15:15show the user flow that you know what
10:15:18what is the steps that people have
10:15:19started taking across. Okay. And then
10:15:22you have something called as a macrome
10:15:23metrics which will show you the end end
10:15:26end result like how many people have
10:15:28like what is your total sales or how
10:15:30many people have converted or how much
10:15:31revenue you have got or how many have
10:15:33signed up for this uh demo or for the
10:15:35webinar out there right the actual
10:15:38metric which will show you your revenue.
10:15:40Okay. So in simple term micrometrics
10:15:42will show you that to help achieve your
10:15:45bigger goals. What are those small small
10:15:48steps that the customers have taken on
10:15:50your page or on your app whereas
10:15:52macromerics will show you the actual
10:15:55actual goal that you wanted and how much
10:15:57business it has generated for you. Okay.
10:15:59So you have to check both of this metric
10:16:02to understand how well uh you know
10:16:05people are responding to your campaigns.
10:16:07Okay. And again there's a list of macro
10:16:10key metrics that different I mean the
10:16:12metrics will keep on changing from brand
10:16:14to brand but these are some of the
10:16:15metrics that you can check at a macro
10:16:17level as well that how many people have
10:16:19came to the site how many have shown the
10:16:21interest how many have checked your blog
10:16:23how many people have exited the page
10:16:25right but apart from this macro key
10:16:27metrics the important one are total
10:16:29sales conversion and demo signup total
10:16:31sales is applicable for e-commerce
10:16:33conversion is applicable for both
10:16:34e-commerce and lead and signup is more
10:16:37towards uh you know lead generation kind
10:16:38of an activity. Okay. So here we end our
10:16:43first part for for the paid campaign
10:16:45which is what exactly is paid p campaign
10:16:48and what is conversion rate. Okay. We
10:16:50have discussed two pointers two major
10:16:52pointers in this particular um SL in
10:16:55this particular lesson one. So this was
10:16:57our lesson one of introduction to paid
10:16:59campaign where I'll just summarize what
10:17:01we have covered so far. I have taken you
10:17:03through what exactly is paid campaign.
10:17:05what are different platforms where we
10:17:07can run ads. Um what is a conversion
10:17:10funnel? Okay. Uh conversion sales funnel
10:17:13and how do we calculate conversion rate
10:17:15and what are some metrics that we check.
10:17:17Okay. Now when it comes to landing page
10:17:19creation guys let me landing page is
10:17:22nothing but what do we what do we mean
10:17:24by landing page? Whenever a user sees
10:17:26your ad where do you take them? On which
10:17:28page do you take them is called as a
10:17:30landing page. Okay. Now when we when I
10:17:32say that we would be discussing how to
10:17:34create the best landing page
10:17:37you as a performance marketer okay if
10:17:40you are into performance marketing
10:17:42ideally it is not your job to create the
10:17:44website you'll have a website uh the
10:17:46person who will create a website for you
10:17:48there will be a website developer but
10:17:50you are the one who will guide them and
10:17:53help them what does a good landing page
10:17:56looks like for performance marketing
10:17:57okay so you should know how to when I
10:18:00say that we would be discussing creating
10:18:02the best landing page from a strategy
10:18:04perspective not from an execution
10:18:05perspective because to execute like to
10:18:08create the landing page you'll have a
10:18:10web developer who do it for you okay
10:18:12there's a separate department of website
10:18:14development people out there but they
10:18:16don't know right they don't know what a
10:18:18good landing what does good landing page
10:18:20looks like for a paid campaign they
10:18:22wouldn't know that right you are the one
10:18:23who will guide them for that okay so you
10:18:26are the how should I say you are the
10:18:28consultant or you are the guiding person
10:18:30to that web developer. You'll sit with
10:18:32that web developer and you'll instruct
10:18:33them that okay this is what I want. This
10:18:35is how I want my website to look like.
10:18:36You'll set them some referral URL. Okay.
10:18:39So this is what we would be discussing
10:18:41because landing PL page is very
10:18:44important like see you create a very
10:18:45good campaign you do everything good.
10:18:47You find out good communication, good
10:18:49targeting, good video, but everything is
10:18:52on point. But once the user goes on your
10:18:55website, if that website is not great,
10:18:56trust me, the person won't won't convert
10:18:58and all your effort would go to waste.
10:19:01It would be zero. Okay? People think
10:19:04landing page what should we do into it?
10:19:06No, you as a performance marketer, you
10:19:08as a person who's into paid campaign, it
10:19:10is your job to guide your web developer
10:19:12in creating the best page because that's
10:19:14where the user would land to. That's
10:19:16where they'll spend lot of time. Okay.
10:19:18Where do you spend a lot of time? By by
10:19:20see while seeing the ad or once you came
10:19:22on the page, you spend time when you
10:19:23once you land on the page, right? That's
10:19:25where you take a call that should I buy
10:19:27the product or shouldn't I or should I
10:19:29not buy the product, right? So before I
10:19:32jump into this topic guys, again I'll
10:19:33take a very quick activity and again I
10:19:36would want to know your perspective. So
10:19:38uh the first activity we took there it
10:19:40was all about lead generation. Now I'll
10:19:42give you three e-commerce website. Okay,
10:19:44not that popular brand but these are
10:19:47some mid-level brand. Okay, midsize
10:19:49brand out there. Okay, and I want to
10:19:52understand which website did you like
10:19:54and why? Okay, but as a as a user which
10:19:59website did you liked and like let's say
10:20:01if you want to buy if if you're planning
10:20:03to buy out of the three website from
10:20:05which website would you buy any product?
10:20:07Okay.
10:20:10So these are all I'm not giving you big
10:20:11brand name because see bigger brands
10:20:13they have a good website. You can't find
10:20:15out the loopholes in them. Most of the
10:20:17time you can't find out the loopholes
10:20:19and I'll tell you why. Okay. In I mean
10:20:22if I have to give you a ranking as a
10:20:24marketer okay not not as a person who
10:20:26like the product. I'm not even talking
10:20:28about the product over here. See product
10:20:30is more businesscentric. uh we as a
10:20:32marketer don't have any um opinion to
10:20:35give on product that I like this product
10:20:37I didn't like that product we can't give
10:20:39that opinion our opinion should be more
10:20:40from marketing perspective okay so as a
10:20:43marketer first hanging would go to
10:20:45myisha bya second would go to inj third
10:20:47will go to ptoola I'll come to it why
10:20:49okay so first one
10:20:54in it is a very simple website but the
10:20:58problem is it's a clothing brand Okay, I
10:21:01am no one to comment on the product but
10:21:04there is no model in the pictures that
10:21:06they have taken
10:21:08a as a human being when it comes to
10:21:10clothing you want to imagine that how we
10:21:12would look on the clothes like if I wear
10:21:15this particular top how would I look
10:21:17into it hence you have model in pictures
10:21:19this people if you see all the pictures
10:21:22that they have added either it's hanging
10:21:24in the hanger or there's like manqueen
10:21:26over here but there's no human being for
10:21:29us to imagine on how the clothes would
10:21:30look like and as an e-commerce brand or
10:21:33as a clothing especially an a clothing
10:21:36brand it is not um it is not good. Yes
10:21:40the website is very clean very simple
10:21:43but the one who would land on the page
10:21:45yes they might like it for the
10:21:46simplicity but one of the problem that
10:21:48they would face is that we can't imagine
10:21:52ourself over here. Okay, second thing
10:21:55because it is so simple they have not
10:21:57given any testimonial nothing of that
10:21:59sort like I would want to read how
10:22:01people experience has been at least it's
10:22:03okay they have made a made it a simple
10:22:05website which is all good not a problem
10:22:07but somewhere they should mention that
10:22:09how people are feeling about the product
10:22:11some review something of that sort okay
10:22:13I know on homepage they don't have that
10:22:15if I go to a product specific page as
10:22:18well if I just see I can't see any
10:22:20review any any any review any rating
10:22:23nothing of that sort. So yes, the
10:22:25website should be simple but not not to
10:22:28this level of simple where I wouldn't
10:22:30even understand should I like because
10:22:32there are many people who buy product
10:22:33based on seeing the reviews and the
10:22:34ratings. Do you guys agree right like
10:22:37you might like you will you will buy
10:22:39those bestseller products that many
10:22:41people have purchased because they
10:22:43really had a good experience with it.
10:22:44There's nothing of that sort. Yes, you
10:22:46have to make a simple website but not as
10:22:49simple website as this where there's no
10:22:51model for us to imagine ourself on on
10:22:53that on that clothes or there is no
10:22:56review there is no USB that they're
10:22:58mentioning that why should I buy all
10:23:00these clothes that you guys are seeing
10:23:01is I mean again no I'm no one to comment
10:23:03on the product this are something that
10:23:05you would see on the street as well then
10:23:07why one should buy from them there
10:23:08should be some USB that they should they
10:23:10should mention right
10:23:12correct there should be some story line
10:23:15to the brand that why one should buy
10:23:17from from them could be they are
10:23:20sourcing from Jaipur something something
10:23:22could be the US that they can talk about
10:23:24right it not thing is that it's only
10:23:26product and the pricing that I could see
10:23:28nothing else apart from that then I'll
10:23:30go to parola why I have given third
10:23:33ranking to parola guys
10:23:36okay first thing what why people are why
10:23:39is on the second because it's simplicity
10:23:41okay they're following the same the logo
10:23:43like if you see the logo is black and
10:23:45white they're following the same color
10:23:46theme everywhere. Okay. Uh even if you
10:23:49see the background picture it is plain
10:23:51white. So they're following that color
10:23:52theme color style everything is followed
10:23:55as per the brand guideline. Opposite to
10:23:57that is Pula. They are not following
10:24:00like look at their logo. Okay. Like as a
10:24:03professional would I like this logo? No.
10:24:07Okay. Okay. They have made a logo of
10:24:09purple, pink or whatever it is. Are they
10:24:11following this brand color on their
10:24:13entire page? Not at all. Here it is
10:24:15black. Here it is beige. I mean it is a
10:24:18very cluttered website if I look at in
10:24:20that way.
10:24:23Right? Second thing. Okay. The main
10:24:25thing when I came on the website the
10:24:27first thing that is covering the major
10:24:29part of the website is this banner. I
10:24:31can't even read what they have wrote.
10:24:34This part is getting cut out. If you
10:24:36could see can you even read it? Don't
10:24:39you think this is such a negative
10:24:40drawback? The once the person came on
10:24:42the website, the first thing that
10:24:44they're seeing is your main banner. And
10:24:46that main banner is not looking
10:24:47appropriate.
10:24:50Why this shop now is in this way? God
10:24:52knows why this alignment. And this is
10:24:54the main banner. Like a brand, a
10:24:56customer would judge you by seeing your
10:24:58first poster. And if that first poster
10:25:01is not great, there's a good chance
10:25:02people would not even take that effort
10:25:04to scroll down and see. If any person is
10:25:07visiting this page, the first thing that
10:25:08they'll see is okay. they won't they
10:25:10won't be bothered about the brand logo
10:25:13colors chalig all of that part but this
10:25:16the main banner that one could see if
10:25:18that is getting cut out don't you think
10:25:20I'll judge the brand as a like this are
10:25:24the feedback that you have to give to a
10:25:25web web developer as a marketer that why
10:25:27are CTS in this in some different angle
10:25:29altogether why this is not center
10:25:31aligned okay why this content is getting
10:25:33cut out what is this why this picture is
10:25:36coming up like what should I what should
10:25:38I understand out of
10:25:40Right. Why are blind colors not followed
10:25:42on on the on the entire page?
10:25:46Right. Yes. Okay. They have given some
10:25:48bestsellers over here. Cool. Makes
10:25:50sense. Meet our bestseller. Again, why
10:25:52the bestseller thing is getting
10:25:53repeated? God knows. Okay. They are
10:25:56talking about their collection. Okay.
10:25:57That is fine. New arrival. Okay, that is
10:25:59fine. But again, no reviews, nothing of
10:26:02that sort,
10:26:05right? You are an e-commerce brand. You
10:26:08have to make sure people would people
10:26:11see whenever they buy a product uh if
10:26:14that is out if if the brand is not known
10:26:17like let's say parapola is not a known
10:26:18website what will bring that trust for a
10:26:21parapola is their testimonial their
10:26:23review what people are talking about
10:26:26their brand right that's how I'll trust
10:26:28the brand right otherwise on what basis
10:26:30I should buy from them
10:26:33right for an e-commerce brand
10:26:35testimonial review ratings plays a very
10:26:37important role which is not reflected
10:26:39again for pair pata and apart from that
10:26:41as I said a person would judge them
10:26:44based on the way kind of graphics they
10:26:46have created there's no alignment there
10:26:48is no same color theme everything looks
10:26:50very messed up if I see it at the at
10:26:52like at at at as at as at as at as at as
10:26:54at as at as at as at as at as at as at
10:26:54as at as at as at as at as at as at as
10:26:54at as at as at at one glance
10:26:56right now coming to my okay
10:27:01they okay like starting with their logo
10:27:05which is very simple now why they're
10:27:06putting this in red because it's offer
10:27:08big offer buy three get one you know red
10:27:11does attract a user right hence they
10:27:13have putting it in red so that you know
10:27:15and even if I scroll this thing won't
10:27:16change because they want people to keep
10:27:18on seeing this this offer that they're
10:27:20giving over here right
10:27:23now yes they have mentioned their
10:27:25bestseller the good thing is this okay
10:27:29because their Instagram game is so good
10:27:32they have made sure watch and shop so
10:27:36now Again when you see people using the
10:27:39product and all of that you get better
10:27:41feeling you can imagine yourself over
10:27:43there right you want to buy a product
10:27:45right you would want to see yourself
10:27:47over there so hence they have created a
10:27:48section of watch and shop that see our
10:27:50product and then you think of buying it
10:27:52can you see they have tagged the product
10:27:53over here that how this product would
10:27:55look like how this would look like and
10:27:57there are many other that they have
10:27:58added over here in the line
10:28:01a very good feature that they have added
10:28:03over here for to build that trustness is
10:28:06right. Again they have given a category.
10:28:09What all category do they have right?
10:28:11Their collection whatever it is their
10:28:13tote bag thing whatever it is that that
10:28:15they have over here and their
10:28:17testimonials which can talk about their
10:28:19product. They also have a notification
10:28:21popping up what people are buying.
10:28:25Okay. So let's say if I check any of one
10:28:27product
10:28:29right look at the details I've provided
10:28:31for that product like why would you like
10:28:33this? What are some USPS features
10:28:37everything size everything that that
10:28:39they have given
10:28:42right so even if you see each product
10:28:46the description the detailing that they
10:28:48have given is topnotch
10:28:52right who provides such kind of in-depth
10:28:54information no one does that I mean
10:28:56there are obviously good brands who
10:28:57would do that but this is what we this
10:28:59is what the customer would like about
10:29:01this particular brand what are some
10:29:03nitty-gritty It is one would check. Can
10:29:05you see they're showing a video over
10:29:06here of this particular bag? See this
10:29:09now even if I'm scrolling this video
10:29:11stays intact.
10:29:13So don't you think it's a very good
10:29:15feature that they have added?
10:29:17They might have done this for other
10:29:18product as well to show us how does this
10:29:21product look like in a video way. Again
10:29:26now we'll just go and discuss some
10:29:28theory part of what does a good landing
10:29:29page looks like because these are some
10:29:31nitty-g gritties that one should know.
10:29:33It is not your job to execute it but yes
10:29:35it is your job to guide. Okay. So I
10:29:39always what do I do again this is
10:29:41something that you guys can also do for
10:29:43every industry. Okay because I keep on
10:29:45working on marketing and all for every
10:29:48industry whenever I'm working whichever
10:29:50website I really liked I bookmark it so
10:29:52that I can show it to my developer in
10:29:54future that okay let's say if I'm
10:29:55working for a real real estate brand in
10:29:57future I would have to show some
10:29:59reference to my web developer right. So
10:30:00if I come across very very good website
10:30:02I make sure to bookmark it because I
10:30:05want to show it to my developer as a
10:30:06reference they I have to like if I say
10:30:09imagine all of this thing I would have
10:30:11just shown theoretically you could have
10:30:12not visualized only what I'm speaking
10:30:15but when I show you visually that okay
10:30:16this is this is what I liked you can
10:30:18imagine and you can implement the same
10:30:20thing right so I would say you guys to
10:30:22also do this in future if you come
10:30:24across some really good website that you
10:30:25liked okay bookmark it so that you can
10:30:28use it for reference in future we are
10:30:30I'm not saying you have to copy paste
10:30:31what the brand is doing but you take
10:30:32that as an inspiration and you give it
10:30:34your own touch to it. Okay.
10:30:38So uh let's discuss some theory now.
10:30:41Okay. Now landing page we all know what
10:30:43is a landing page uh a destination a
10:30:47website destination where you will take
10:30:48the user to um whenever you're running a
10:30:52paid campaign. Now as as one very
10:30:54important thing I've mentioned okay if
10:30:56you are doing lead generation guys like
10:30:57let's say health insurance or real
10:30:59estate or anything of that sort this
10:31:01people create a static landing page
10:31:03static landing page is nothing but the
10:31:06user can't go to any other page of the
10:31:08same brand right like max can you see
10:31:11this if I tap over here I can only be on
10:31:14this page only I can't go anywhere else
10:31:17and this is very important because if
10:31:19you take them to a homepage or a page
10:31:21where they can get distracted and they
10:31:23can go to 10 other pages. They'll forget
10:31:25to give their details. So for whenever
10:31:27you do lead generation, it is a thumb
10:31:29rule that you create a static landing
10:31:31page. Startic landing page is like one
10:31:33page on one page website. Okay. But if
10:31:36you are an e-commerce brand, let's say
10:31:38if I'm as I as I mentioned, I want to
10:31:40let's say if I search for Myntra or even
10:31:42Myntra is running an ad right now. Let's
10:31:44say
10:31:48right this is the ad that Myntra is
10:31:49running. It comes under sponsored
10:31:51result. If you see my will take me to
10:31:52their homepage because when it when it
10:31:54comes to e-commerce a person would want
10:31:56to check other product there's good
10:31:58chance they might buy instead of trying
10:31:59buying one product they might buy 10
10:32:01other products out there. So for
10:32:02e-commerce you can't create a static
10:32:04landing page because I mean there's a
10:32:06multiple step involved but whenever you
10:32:08do lead generation please make sure to
10:32:10create a static landing page. A static
10:32:12landing page is nothing but a person
10:32:14won't go to any other pages on the
10:32:16website. they can only be there be on
10:32:18this page and they have to give their
10:32:20detail and close the deal.
10:32:23Now as I said landing page the sole
10:32:26purpose is to get that users's attention
10:32:29and make them take that instant action
10:32:31like once a person goes on the website
10:32:33they should feel okay you know this
10:32:35website is really good this brand is
10:32:36really good that trustworthiness needs
10:32:38to be there okay because if the website
10:32:41doesn't look good uh no matter how good
10:32:44your product is if the pictures are not
10:32:46taken properly that to build trust it
10:32:49will take a lot of time okay hence if
10:32:51you know many brand what they do if if
10:32:53they're starting their own brand first
10:32:55they will try to sell themselves on
10:32:57aggregator platform like uh Amazon or
10:33:00Flipkart and there they would want to
10:33:02become bestseller and from there they
10:33:04create their own website why because
10:33:06they also know that see it is Indian
10:33:08consumer or in general everyone feels
10:33:10very dicey if they want to buy a product
10:33:12from a very new website like if I give
10:33:14you a link right now and I tell you okay
10:33:15go buy a bag from this website and you
10:33:18have never heard of that brand it will
10:33:20it will take some time for you to trust
10:33:21trust them right now. E if your website
10:33:24is also shitty, trust me, that person
10:33:26won't even take that step to know about
10:33:28your brand. They'll just bounce back.
10:33:30Right? So either you what you can do,
10:33:33you can establish yourself on on all
10:33:34this aggregator platform and then create
10:33:36a website or let's say you don't want to
10:33:37sell on aggregator platform and you have
10:33:39just created your website right now.
10:33:40Make it a very good website. People
10:33:42should trust your website because in
10:33:44India usually people are very dicey if
10:33:47they see a new website and should they
10:33:48buy, should they not buy. So how well
10:33:50your website is created based on that
10:33:52that trust factor would would would get
10:33:54created and they would take that push.
10:33:56Okay. Um now what are some of the things
10:34:01that you can do to make your landing
10:34:03page attractive. Okay. Um your headline
10:34:05plays a very important role as as I've
10:34:07shown you for HDFC when we saw that line
10:34:10that Hindi touch given to it because
10:34:11people will read it and then they'll
10:34:13feel connected to your content. Right?
10:34:15Again, uh if it's an uh if it is not an
10:34:18e-commerce brand and you're creating a
10:34:19landing page, it should be it shouldn't
10:34:21be very lengthy. It should be short and
10:34:23crisp. Okay. Design also matters a lot.
10:34:26Like how Pinteresty like if it's an
10:34:28e-commerce brand, if you would have seen
10:34:30that Misha by Isha's website was very
10:34:31Pinteresty, right? They have taken a lot
10:34:33of inspiration from Pinterest because
10:34:36that's what their categories into bag
10:34:38clothing and all of that. So depend like
10:34:40your design matter, your UI and UX
10:34:42matters a lot, right? The color that you
10:34:45use again really changes the game. Okay.
10:34:49Now what are the purpose of landing
10:34:51page? Ideally you have to make the the
10:34:54the use case of a landing page is you
10:34:56have to take your customer to the next
10:34:58action of your salesunnel which is
10:35:00conversion. Right now there are
10:35:02different kind of landing pages that we
10:35:04have. When I say landing page guys I'm
10:35:06only talking about lead generation right
10:35:08now. I'm not talking about e-commerce
10:35:10because for e-commerce this is not
10:35:12applicable. Okay. Now in landing page
10:35:15you can have a short form, you can have
10:35:16a mid-length or you have a long form.
10:35:18The SGFC Argo one that we have seen was
10:35:20a long form landing page. The short form
10:35:23was the care insurance while page that
10:35:25we saw and midlength is something in
10:35:27between of that. Okay. So you can create
10:35:29any three version depends on your uh
10:35:32brand or the category. Ideally as
10:35:35there's no rule that you should create a
10:35:36mid-length page or you should create a
10:35:38short length page. It depends on brand
10:35:40to brand. It varies from brand to brand.
10:35:42Okay. Now in in a landing page, you
10:35:45should it is very important to have a
10:35:47form. Okay. Form where people will go
10:35:50and submit their details. Okay. Now what
10:35:53does a good form looks like? Uh again a
10:35:55good headline to it. Um asking their
10:35:58detail like the name, address and
10:36:00number, a good call to action like for
10:36:02HDFCO we could see a call to action of
10:36:04buy online and all of that. So have a
10:36:07good CTA. And if you want to put some
10:36:09pictures beside it, you can have that as
10:36:11well. But I mean, if you're doing lead
10:36:15generation and your website doesn't have
10:36:17a form, you can't do a lead generation,
10:36:19right? So the basic of your landing page
10:36:21for any lead generation activity is to
10:36:23have a form and the form should be there
10:36:25at the top only. Okay? Now again people
10:36:28create their form in a very different
10:36:29way. For example, for this custo, they
10:36:32have created the form at the top, right?
10:36:34Could you see? And they have done one
10:36:36more thing because if the person will
10:36:37scroll and they don't want the person to
10:36:40get distracted see this they have they
10:36:43have created they have created this to I
10:36:45mean this is very static this is not
10:36:46moving so if I tap over here it will ask
10:36:48me to inquire now if I say download the
10:36:51brochure it will also ask me to give my
10:36:52details to them so for a lead generation
10:36:56you have to make sure you keep on
10:36:57reminding them that they have to give
10:36:59their details nowhere wherever on the
10:37:01page they are this should be static only
10:37:03or your form shouldn't move at all. Let
10:37:06it be here only. So the person will
10:37:09remember that yes they have to give
10:37:10their details
10:37:13right like like this uh this particular
10:37:16website even other brand would have done
10:37:17the same thing I believe let me
10:37:24I'm not sure how this ran thing have
10:37:25done but we can just check quickly
10:37:30h for them
10:37:33I don't yeah they have given this
10:37:35request a call back see they have kept
10:37:37this constant
10:37:40right so the customer don't forget to
10:37:43give their details basically I hope
10:37:45you're understanding these are these are
10:37:47the features that you have to keep your
10:37:48eye on and you have to guide your
10:37:50developer to do something on those line
10:37:52now whenever you create a landing page
10:37:55guys okay um I think I've already
10:37:57discussed this but I'll reiterate on it
10:38:00again a very good explain headline very
10:38:03important detailed content you can't
10:38:05just give liner and skip it You know the
10:38:07way SDFCU has explained everything in
10:38:10detail. You have to give a detailed
10:38:11content based on that the consumer will
10:38:14take a call. Okay. Proof of
10:38:16authenticity. Basically the testimonials
10:38:19very important. I want to see what
10:38:22people are talking about your brand.
10:38:23What are they saying? Now in proof of
10:38:25authenticity as well it is always
10:38:27recommended to have a video testimonial
10:38:30over text testimonial. See text me
10:38:32though anyone can write. video
10:38:35testimonial feels more authentic in
10:38:37nature. Imagine there's a text
10:38:39testimonial which says a very great
10:38:40product but imagine there's a video
10:38:42testimonial where the person is like
10:38:44recording himself and talking about the
10:38:46brand which feels more authentic the
10:38:47video one right obviously any form of
10:38:50testimonial looks good but to create
10:38:52more uh trustworthiness the video one is
10:38:55preferred okay again have a good sub
10:38:58headline use some good picture use some
10:39:00good call to action button okay if you
10:39:03if you stick around to this you can
10:39:05create a decent website okay Again if
10:39:08you are creating a long form landing
10:39:09page which is like a very much in detail
10:39:12there you'll have to put more details
10:39:13okay like there you'll have to create
10:39:16multiple links because it's a very long
10:39:18page right the speed needs to be very
10:39:20good see heavier the page better should
10:39:23be the speed what happens your land your
10:39:25website speed would decrease if your
10:39:27website is very uh heavy okay there are
10:39:29a lot of things added over there so you
10:39:31have to make sure your website speed is
10:39:32not getting impacted because of the
10:39:34content that you have put on the landing
10:39:35page so you have to Make sure that is
10:39:38followed. Again, a good CTA, a good
10:39:40website design, unique content, right?
10:39:43Uh some customer pulse like the USPS
10:39:46that you can mention over there and and
10:39:48follow the hierarchy. Okay, what is a
10:39:51hierarchy? Basically, see testimonials
10:39:53usually comes at the end of the page.
10:39:55So, that is the hierarchy. At the start,
10:39:57you just talk about your brand in one or
10:39:59two liner. Below that, you talk about
10:40:01some USP. Below that, you talk give more
10:40:03details about the product and then give
10:40:05your testimonial. So this is like a
10:40:06standard hierarchy that everyone's
10:40:08follow. Okay. Again
10:40:11because it's a long website you have to
10:40:14make sure it is easy to read the way
10:40:17SDFCO did their website was a long one
10:40:20long one I would say right. So now
10:40:23people can get bored if it is not easy
10:40:25to read. Hence they have made sure to
10:40:28divide it at every junction putting by
10:40:30putting that CTA putting all this
10:40:33images. Why they have taken so much
10:40:34effort? Because it should be easy to
10:40:36read as well. No. Right. So when it
10:40:38comes to readability, you have to keep
10:40:40the font size of a heading big enough to
10:40:42read. Right? Because can you see the
10:40:45heading one has a bigger font size. Can
10:40:47you see that? Is what will show me that
10:40:49how each section is differentiated. So
10:40:51they are following that. Right? Avoid
10:40:53overspacing and under spacing. So they
10:40:56have not given like a big space or they
10:40:57have not given a very small face. If you
10:40:59see the space is stagnant everywhere
10:41:01like this is the uh how should I say the
10:41:04length that they have considered right
10:41:06so they have given a good spacing as
10:41:08well again font size and spacing is
10:41:10wisely used uh they have made sure when
10:41:13I see this box I can understand which is
10:41:14a main headline which is a sub headline
10:41:16and which is like a normal explanation
10:41:18to it based on the font size and the
10:41:20style they have kept right so they are
10:41:24trying to follow their color theory red
10:41:26and black right and white They have
10:41:28followed it everywhere. So they are
10:41:30following their brand color. Right?
10:41:32Again text is also evenly distributed.
10:41:34It doesn't look cluttered. When I come
10:41:35on this page I don't get that feeling
10:41:37feeling of it's a very cluttered
10:41:39website. Not at all. There's equal
10:41:41amount of spacing given.
10:41:43Right? Like see here also because they
10:41:45don't see why did they use this feature
10:41:47of a website. If they would have created
10:41:50see this toggle they have created to
10:41:53decrease the size length of the website.
10:41:55If they would have not created the
10:41:57toggle, this website would have become
10:41:58much more lengthier. Right? Hence, they
10:42:00created this toggle if you could see,
10:42:03right? I hope you're understanding this.
10:42:04Similarly, they have created a toggle
10:42:06over here. See, otherwise,
10:42:09they would have just mentioned this
10:42:11website would have become very very much
10:42:12lengthier. So, they have found out that
10:42:14trick even for FAQ like I can just
10:42:17expand what I want to read, right? So,
10:42:19this also decreased the space a little
10:42:22bit. So they have been cautious on each
10:42:24and every part over here. Right now when
10:42:29it comes to hierarchy of your website um
10:42:32see
10:42:34there are some visual hierarchy that you
10:42:37should follow and I mean see when
10:42:39whenever you sit with your developer
10:42:41make sure basically these are five
10:42:42checks that you would do. First one is
10:42:44the color and contrast of your website
10:42:46like check is it syncing with your
10:42:49brand. Okay. The layout, how how how it
10:42:52is layered, the size of your text, the
10:42:55media placement, basically where have
10:42:56you put your picture, where have you put
10:42:58your video, and how symmetry. Symmetry
10:43:01is like is it center aligned, it is it
10:43:03left aligned, whether it is right
10:43:04aligned. So if you sit with your
10:43:06developer, check this five thing to
10:43:09understand how good your website would
10:43:11look like. So these are the five checks
10:43:13that you'll have to do for having a good
10:43:16visual hierarchy basically.
10:43:18Okay.
10:43:21and use some good media. Okay, when I
10:43:25say interactive media element, basically
10:43:28use some good pictures, use some good
10:43:31videos. As I said, otherwise see imagine
10:43:35if SDFCO would have not used all this
10:43:37pictures and all this icon. Imagine how
10:43:40the website would have looked like.
10:43:42Okay. The way the care insurance like if
10:43:44I open one more website to show you.
10:43:46Let's let's open star health and see how
10:43:48their website looks like. I'm not sure
10:43:50but we can just see see the website is
10:43:52taking a lot of time to load. Now
10:43:54there's a good chance a person get can
10:43:55get frustrated. Now see this see a
10:43:58example of what happens when you don't
10:44:00put enough pictures.
10:44:02Can you see they have not added enough
10:44:04pictures. See there's problem with their
10:44:06page only.
10:44:08Very sad. Now this is what frustrates
10:44:10the customer and they wouldn't take the
10:44:12action right like if I see this website
10:44:16it is very texthe heavy there is no icon
10:44:18or probably is taking so much time for
10:44:20them to load the website
10:44:23I hope you're understanding now these
10:44:25are some frustration that the customer
10:44:26might have and they won't check your
10:44:28page only they'll just bounce back the
10:44:30the way I did
10:44:33let's check another brand
10:44:36okay this is now see this This look at
10:44:39this page. This ends over here. This is
10:44:41a very short page. This is shorter than
10:44:44uh that care insurance,
10:44:47right? It doesn't look good at all. So,
10:44:50um all in all, what I wanted to say is
10:44:53if you don't want your website to look
10:44:55look bor and dull, use some good
10:44:58interactive elements like some icons,
10:45:00some pictures, some videos. Okay? This
10:45:04will make your website more engaging. It
10:45:07will make them feel more connected you
10:45:10your website will feel more connected
10:45:12towards the uh you know uh towards the
10:45:14customers out there. Okay. Like if I see
10:45:16this icon and those icon also you have
10:45:18to select very smartly like random icon
10:45:22they have not created if you could see
10:45:24they have they have used it like very in
10:45:26a very proper way. If you could see what
10:45:29are the benefit because they're talking
10:45:30about benefit they have shown this
10:45:32growth right here because health
10:45:35insurance is all about family. They have
10:45:36put a picture specific to Diwali. See
10:45:39this cover. If they're talking about
10:45:41time, happy customer, there's another
10:45:44sign. So, randomly also they have not
10:45:46selected any icon. They have been very
10:45:48thoughtful of their icon as well.
10:45:51Correct.
10:45:55So, use good graphic. There are some
10:45:58principle that you can follow while
10:45:59creating your graphic. Uh minimal image.
10:46:02You can't just put all the image at one
10:46:05place and keep it the way it is. No, you
10:46:07you see you can't you don't have to do
10:46:09everything overdo like image also use
10:46:12image wherever required. Okay, you can
10:46:14create some autoplay videos where the
10:46:16video can keep on playing itself. You
10:46:18can create some carousal card. Corousal
10:46:20cards are people can swipe basically.
10:46:23Okay, again your image should be
10:46:24something which shouldn't distract.
10:46:27again proper color, short videos, mobile
10:46:30friendly because what happens guys if
10:46:32you use lot of pictures and video it
10:46:34increases it will decrease the speed of
10:46:37your website. Okay. So you have to you
10:46:40have to be cautious in that way as well.
10:46:42If you add lot of elements like images
10:46:44and video it impacts your website speed.
10:46:46So as that you have to put lot of
10:46:48pictures and images and then it impact
10:46:50your website speed and person won't even
10:46:52land on your page. That should not be
10:46:54the case. only use all these elements
10:46:56wherever it is required.
10:46:58Okay.
10:47:01So, ideally if you do all of this for
10:47:05sure your website would be something
10:47:07where people can trust and rely on.
10:47:09Okay. See your website should be
10:47:11something that people should trust once
10:47:14they go on the website. It shouldn't
10:47:15look a scammy website or a fishy
10:47:17website, right? So, put your testimonial
10:47:20to build that trust factor. Add some
10:47:23credential. Add some authentication
10:47:25proof. Uh use some good tagline which
10:47:28can make it uh memorable. You know
10:47:30people remember your brand tagline. They
10:47:33remember your brand mascot like I
10:47:35remember Pal's mascot. I remember
10:47:37McDonald's mascot. So you can create
10:47:39such kind of mascots or icon that people
10:47:42can remember or the tagline that people
10:47:44can remember right look make it look
10:47:46professional. It shouldn't look how
10:47:48should I say a cheap website. Right? So
10:47:51it should look professional,
10:47:53welldesigned, correct? So and all this
10:47:57factor is something when you see a
10:47:58website you'll get that feeling. You
10:48:00don't even have to, you shouldn't even
10:48:02know all these technicalities as a
10:48:03consumer. If you're someone who has eye
10:48:06to details, right? You can find all
10:48:08these loopholes and you can fix it. As I
10:48:11told you when I gave you the link, you
10:48:12yourself could tell me why did you like
10:48:14this website and not the other one
10:48:15because you as a customer that that is
10:48:18your personal opinion and you could give
10:48:19it. So the same personal opinion or your
10:48:22consumer opinion you need to share with
10:48:23your developer and get your website
10:48:25fixed. Okay. But apart from that all the
10:48:28technicalities that that I've discussed
10:48:30you have to make sure you remember this
10:48:32technicalities and you can explain it in
10:48:33a similar way to a developer as well. I
10:48:35will give you a quick summary. So
10:48:37ideally all in all what we discuss when
10:48:39it comes to landing pages guys
10:48:43landing pages basically which will
10:48:45decide would your paid campaign would be
10:48:48successful or not. it would decide would
10:48:50people convert or not. Okay, so you have
10:48:53to make sure you create a good landing
10:48:55page. If you are creating a landing page
10:48:57for lead generation activity, it needs
10:48:59to be a static landing page. Basically,
10:49:01one page. If it's an e-commerce brand,
10:49:03you can take a person to your homepage
10:49:05as well because people would want to see
10:49:07other products. Second thing, when you
10:49:09create a landing page, you have to make
10:49:12sure the speed is really good. Uh it is
10:49:14easy to scroll. Okay, I mean the UI and
10:49:17UX needs to be good. It should be mobile
10:49:19friendly as well because most of the
10:49:20people who come on the website have
10:49:22could be from mobile. So when you create
10:49:24a website you have to think it from
10:49:25mobile friendliness as well. Right? Then
10:49:28you have to look after how your form
10:49:30needs to be a shorter form. If you
10:49:32create a very big form for lead
10:49:33generation person might not give their
10:49:36details because again humans are lazy in
10:49:38general. So only ask important questions
10:49:40and get their details from there. Um,
10:49:42use images, icon, video to not make your
10:49:46website look textheavy. Follow a
10:49:48hierarchy. When I say hierarchy, at
10:49:51first you'll have a form, then you'll
10:49:52have your benefit, then you'll talk
10:49:54about your best solar, then you'll give
10:49:56your testimonial, and you might add some
10:49:58f a uh frequently asked questions as
10:50:01well, right?
10:50:03Um, your communication should be in a
10:50:05way that people can connect to. As I
10:50:08said, I mean, if you want to use some
10:50:09Hindi element to it, use it. If if you
10:50:11think people will relate to it, use that
10:50:13Hindi element, build that trust factor.
10:50:16Again, these are all some basic thing
10:50:18that we check. Okay, we'll go towards
10:50:21the lesson number three. Um, we'll try
10:50:24to cover whatever we can for the day and
10:50:26rest of the part we can take in
10:50:27tomorrow's lecture as well. No need to
10:50:29rush.
10:50:30So, uh, um, basically we would be
10:50:34discussing one of the principles uh,
10:50:37overall which is applicable in digital
10:50:39marketing. Okay, which we also call as a
10:50:42persuasion principle. Okay. Uh so we'll
10:50:45try to understand what exactly is
10:50:47persuasion principle. I'll cover the
10:50:49basics of it guys. Um I don't think
10:50:52we'll be a able to cover the entire
10:50:54principle for the day. But we can just
10:50:55cover the basic and remaining part let's
10:50:58take it up uh in tomorrow's lecture.
10:51:00Okay. So no need to rush. I don't want
10:51:02to rush unnecessarily with you guys. Now
10:51:05um see what exactly this persuasion
10:51:08principle talks about is that see
10:51:10individuals are usually drawn towards
10:51:13influencer promoted products right like
10:51:15do you guys agree that nowadays brands
10:51:19are running are doing a lot of
10:51:20collaboration with influencer because we
10:51:23do see like if if I see my favorite
10:51:25influencer using certain kind of product
10:51:27I would trust it and there's a good
10:51:29chance I would buy it right so um
10:51:33basically
10:51:35If you create if you do such kind of
10:51:38collabs, you would see your product
10:51:40might sell in a much more higher way
10:51:42compared to creating a normal video
10:51:44promotion. Right? Imagine um u your
10:51:48favorite YouTuber could be let's say I
10:51:50don't know Bouan Bum uh Karim Minati
10:51:54Ashish Chanchlani all those favorite
10:51:56YouTubers that people really like why
10:51:59brands are featuring them right because
10:52:02see the the people who blindly follow
10:52:04them if they see their influencer buying
10:52:06those product because they have that
10:52:07kind of trustworthiness with them they
10:52:09would also buy that product okay and
10:52:11hence influencer marketing has grown so
10:52:13much correct I I mean influencers are
10:52:16getting paid like anything even
10:52:18personally when now I run ads okay so
10:52:20let's say two years back when I used to
10:52:22run an ad I used to run a normal video
10:52:24ad okay like a normal
10:52:27could be a random person and there would
10:52:29be a commercial that we would create but
10:52:31from the last two years whatever ads
10:52:33that we use or whatever ads we run are
10:52:35user generated content ads basically my
10:52:38I would collaborate with an influencer I
10:52:40would ask that influencer to create a
10:52:41video for me talking about the product
10:52:43and I'll use that video as my ad because
10:52:46that will have a better CTR that will
10:52:48have better interaction that will have a
10:52:50better engagement and there's a good
10:52:51chance more people will convert as well
10:52:54right because when when we talk about um
10:52:57persu persuasion principle in general
10:52:59guys people are attracted to engaging
10:53:02offers right they are dependent lot on
10:53:05reviews they are they if they really
10:53:07like an influencer and they follow them
10:53:10and they blindly follow them they'll do
10:53:12what they are doing right because people
10:53:14are usually inspired by reviews based on
10:53:16some emotion and image building that
10:53:18influencer do. Hence the user generated
10:53:20contents are getting popular so much
10:53:23right. So basically sponsor funded
10:53:25influencer reviews raise like like let's
10:53:28say imagine
10:53:31a that that influencer is promoting that
10:53:33product organically you'll obviously
10:53:36believe them but imagine if that
10:53:39influencer mentioned okay this is a
10:53:40sponsored uh promotion that I'm doing.
10:53:43Would you believe them nowadays? Again
10:53:45the consumers are very smart. They won't
10:53:47believe those influencer who mention in
10:53:50their video gets a paid promotion. It's
10:53:52a pro paid collab that we are doing
10:53:53because they will think okay just for
10:53:55money they are doing this. But imagine
10:53:57your favorite influencer is talking I
10:53:59really like this dhaba. Okay I visited
10:54:01this dhaba few days back. I visited this
10:54:04restaurant few days back and I really
10:54:06like them. Right. You would you would
10:54:08want to go and check that out. Correct.
10:54:11because that that shows authenticity. I
10:54:14hope you're able to understand what I'm
10:54:15trying to say over here. The reason
10:54:17influencer market and trust me
10:54:19influencer marketing will get popular
10:54:20day by day. Um as I told you two years
10:54:22back my normal the ads that I used to
10:54:25run used to be a normal ad. Now 80% of
10:54:28my ads are all influencer based video
10:54:30that we have created and trust me they
10:54:32usually performs better than your normal
10:54:34videos.
10:54:36Right? Hence in the market there are so
10:54:38many influencer marketing agency now and
10:54:41see we don't just blindly um take an
10:54:44influencer give them money and run an ad
10:54:47with them. We track what kind of
10:54:48business that influencer is able to
10:54:50bring on the table. Have you guys ever
10:54:52observed this? So on the YouTube channel
10:54:55where influencers says that if you you
10:54:57remember there are many influencers in
10:54:59the YouTube video they mention okay if
10:55:00you want to buy this product if you buy
10:55:02this product through through my code and
10:55:05my link you'll get 20% off. Have you
10:55:07ever seen this there are many influencer
10:55:10who does this I'm not sure how many you
10:55:11guys have uh you you have checked that
10:55:14out. So what brand do is brand create
10:55:17those specific offer code and specific
10:55:19URL for those influencer they give it to
10:55:21that influencer because that is the link
10:55:23and that is the code that they'll paste
10:55:25in the description and anyone who use
10:55:29that code or anyone who use that
10:55:31particular link the brand would track
10:55:33how much business they have got from
10:55:35that influencer. So to in in next stage
10:55:38they'll think they whether they should
10:55:39keep that influencer on board or they
10:55:41should fire them. Right? So nowadays it
10:55:45is not that we'll blindly take an
10:55:46influencer on board and we'll ask them
10:55:48that okay you run an you you create
10:55:50video I just want awareness. No the
10:55:52brand will check how much business they
10:55:54are getting on board with them.
10:55:56I hope it makes sense guys.
10:56:00So influencer marketing will keep on
10:56:03growing obviously and influencer
10:56:06marketing now I mean back in the days it
10:56:08was that we used to take some Bollywood
10:56:09stars and we used to take some cricket
10:56:12stars some sports player but now for
10:56:15influencer as well brand takes that
10:56:17niche influencer who's known in that
10:56:18particular industry for example if I'm a
10:56:21finance brand I'll take CA rna ran I'll
10:56:24take a shriast I'll take ankuriku I'll
10:56:28take all other finance influencers that
10:56:30we have in the market. If it is fashion,
10:56:32I'll take I don't know Masumina Walla
10:56:35and Vir Aluhadya if it's a men related
10:56:37brand. So brands are also picking those
10:56:40influencer only who are known in their
10:56:42industry and not necessarily nowadays
10:56:44you have to pick big influencers guys.
10:56:46You can take small small influencers as
10:56:48well. So there's this brand called as
10:56:50Zuk. I'm not sure you have heard about
10:56:52this brand or not. When they started the
10:56:55influencer marketing journey, they
10:56:56couldn't afford big influencers. So what
10:56:58they did? So there are some influencers
10:57:00who are very popular in the region. For
10:57:01example in Pune there might be some
10:57:03influencer who are very popular there.
10:57:04There there would be some influencers
10:57:05who are very popular in Mumbai. There
10:57:08are influencers who are very popular in
10:57:09south. What this brand did they
10:57:11collaborated with those micro influencer
10:57:14and multiple micro influencer and it
10:57:16turned out very well for them. So not
10:57:18necessary you have to take a mega
10:57:20influencer. You can start with a micro
10:57:21influencer as well. I'll give you a
10:57:24website where you can check the rating
10:57:26card of this influencer. I I think you
10:57:28should know about this. So there's this
10:57:30uh website called as media ant. Okay. Uh
10:57:32my favorite website guys. Um I I'll I'll
10:57:35talk about this and then I'll take we
10:57:37can stop for the day. I don't because
10:57:39it's our first day. I don't want to
10:57:40bombard you with other part. We will
10:57:42discuss this persuation principle um in
10:57:45the in the upcoming u uh next lecture as
10:57:49well. But before I close the session for
10:57:51the day, I just want to show you this
10:57:54website very quickly. So if you see this
10:57:56media and website they have different
10:57:58kind of magazines, digital media and all
10:58:00but I'll just talk about the influencer
10:58:02part here. If I go to in the influencer
10:58:05part can you see they are I can divide
10:58:08my influencer in so many ways the
10:58:10starting with the location. Okay. Like
10:58:13do I want influencers which are more for
10:58:15famous on real story or post category?
10:58:18Okay. Platform because there are some
10:58:20influencers who are famous on Instagram.
10:58:22There are some influencer who are famous
10:58:24on YouTube. Right. Kind of influencer
10:58:26are they macro, micro, mega or mid tier?
10:58:30Gender specific their location your
10:58:32budget. Let's you have a budget of two
10:58:34lakh or under 10k. Let's have a budget
10:58:36of 10k. Which are the influencers whom I
10:58:38can take on board? So right now there's
10:58:39no one which is popping up. Let's take
10:58:4210k to 50k if someone reflects. God
10:58:45knows why it's taking so much time. But
10:58:46anyways,
10:58:50it's not reflecting some glitch. Let's
10:58:52make it clear.
10:58:55Okay. So, let's say I want an influencer
10:58:58for uh let's take a category. Okay. Um
10:59:03automo.
10:59:05These are all influencer which are very
10:59:06known in the automobile category in
10:59:08general. Now let's say I want I want an
10:59:12influencer who is known in uh food.
10:59:16Okay. So you'll get all those food
10:59:18influencers. Sinful foody I don't know
10:59:22all of them but uh this guy Kunal Vijka
10:59:25they all are kind of popular. Now I want
10:59:27to understand the rate card. This one is
10:59:29very famous right? Sivhya. I can go over
10:59:32here and check how many followers does
10:59:35he have on Instagram right? what are the
10:59:37average uh likes he gets? What is his
10:59:40engagement? Right? If I scroll down,
10:59:44I'll understand how what kind of
10:59:46followers does he have like does his
10:59:49target audience are like something that
10:59:50I want, right? And then if you if you
10:59:53take the premium version of this
10:59:55particular platform, it will also let
10:59:57you know the rate card like how much
11:00:00they would charge in general. For some
11:00:02influencer, they will tell you the rate
11:00:04card over here itself. for example
11:00:07um
11:00:10I don't know let's see Rashamani
11:00:15okay so it says on request basically he
11:00:18will charge different for different
11:00:20brand hence it is mentioned that on
11:00:21request he would tell you the charges
11:00:23but at least here you can find out the
11:00:25influencer that you want let's say praa
11:00:27kohi but can you see they're telling you
11:00:29the minimum spend see this per story how
11:00:31much he might charge 11 lakh per real 22
11:00:36lakh right obviously could be negotiable
11:00:38I don't know we'll have to we have to go
11:00:40and talk to project AI but then what is
11:00:44an average media spend you should have
11:00:46if you want to work with this particular
11:00:47influencer it's mentioned over here as
11:00:49well this guy 17 lakh this girl 3 lakh
11:00:5225 Samana on request he's not disclosing
11:00:56this particular girl 6,500 she's a small
11:00:58influencer right so a very good tool
11:01:02whenever you want to do some research on
11:01:04your influence answer. Okay, I'll give
11:01:05you the link over here and you guys can
11:01:08explore. Let's understand what are the
11:01:11six principles which are part of
11:01:12persuasion. So those six principles are
11:01:15basically um reciprocity, scarcity,
11:01:19authority,
11:01:20commitment [clears throat] and
11:01:21consistency, liking and social proof.
11:01:24Okay. So these are some six important
11:01:26principle of persuasion and we'll go one
11:01:29one by one by each of them. We'll just
11:01:31understand the basic of this principle.
11:01:33we um and then we'll go towards the next
11:01:35topic for the day. Okay, [snorts]
11:01:38starting [clears throat] with
11:01:39reciprocity. So now when I talk about
11:01:41reciprocity, I mean reciprocation. Okay,
11:01:44um you are trying to reciprocate. We
11:01:46know right? I mean if someone is helping
11:01:47you out, you'll try to reciprocate the
11:01:49same thing with them. So reciprocation
11:01:51is again a very important effective
11:01:53principle um to kind of persuade your
11:01:56customer to buy your product, right? It
11:01:58is more of like a technique to make your
11:02:00customer feel um indeped basically.
11:02:03Okay. Now, how can you experiment
11:02:05reciprocity
11:02:07um you know um like there was one
11:02:11experiment that Randy Garner did that he
11:02:13experimented to find out if sticky notes
11:02:16that we have can sticky note convince
11:02:18customer to react to a marketing
11:02:20strategy. Right? So you can create some
11:02:22handwritten sticky notes like what you
11:02:24can do three thing like you can write a
11:02:26handwritten sticky note you can have a
11:02:28blank sticky note or no sticky note and
11:02:29see how people react to it right. So
11:02:32like and observation and what what
11:02:34ideally when he did this experiment what
11:02:36he could have observed was that [snorts]
11:02:38you know um there was a high amount of
11:02:40response rate for a handwritten sticky
11:02:42note compared to no sticky note and
11:02:43blank sticky notes. Okay. So again the
11:02:46quality of answer which were given on
11:02:47the handwritten sticky notes was much
11:02:50better. Right. [snorts] Um then the
11:02:52second principle of persuasion was
11:02:54scarcity. Again it is a good marketing
11:02:56strategy which will target the need of
11:02:58people. You know that like for example
11:03:00during Diwali right right now there was
11:03:03Dhanteras right and you know that is a
11:03:05time where people buy a lot of gold and
11:03:06silver and [snorts] that is a time when
11:03:08the price also increase because uh the
11:03:10people in the market know that okay
11:03:12there's a lot of demand and because
11:03:14there's lot of demand and this is like
11:03:15an auspicious day people will buy it
11:03:18even after the pricing is going so high.
11:03:19So again this is a per persuasion
11:03:21principle of scarcity right customer
11:03:24again appreciate the product value in
11:03:26its absence right like if you if you
11:03:28just like there was so much news in
11:03:30middle that you know silver price would
11:03:32be increasing we have less silver
11:03:34whatever it is like even if right now if
11:03:36you announce something on those people
11:03:37will have that um you know urgency to
11:03:41buy that product like you know there are
11:03:42many brands who create some limited
11:03:45stock edition so people feel very
11:03:47special okay if I have this limited
11:03:49stock edition Right? So again that's
11:03:50what I that's what we mean with
11:03:52perception principle of scarcity that
11:03:54customer would appreciate the product's
11:03:56value in its absence basically right and
11:03:59obviously once they um they will lose
11:04:02the interest once they purchase it but
11:04:03again your point is with this technique
11:04:06you are um trying or making depending on
11:04:10understanding your customer's product
11:04:12need ideally okay now how do you can do
11:04:15that okay you can use all this kind of
11:04:17communication that you could see on my
11:04:18screen. You can target the customer uh
11:04:21indirectly using a statement like let's
11:04:24say hurry up you will miss on this
11:04:25golden opportunity. You know nowadays
11:04:28whenever you see any ad coming up um
11:04:30they they they put a countdown that the
11:04:33sale will end in uh this hour this
11:04:35minute. It will end in this hour this
11:04:37second. So what are they trying to do?
11:04:39They're trying to create a foro right
11:04:40fear of missing out. That is also like a
11:04:42way kind part of your scarcity thing
11:04:45that you know the sale will end soon.
11:04:47You go and buy it quickly. Right? So
11:04:49such kind of communication really create
11:04:50that urgency and need for that product.
11:04:53So works wonder in marketing again.
11:04:55Right? Then you have something called as
11:04:57authority. So here um [snorts]
11:05:00in authority it is it is required uh
11:05:03that you influence the customer
11:05:05forcefully or voluntarily to make a
11:05:07purchase. Right? So uh how you can how
11:05:10you can show that authority by being
11:05:12highly emotional. Right? you can create
11:05:15some certain kind of fear and submission
11:05:17and probably could be you know they'll
11:05:19listen and agree to your expert opinion
11:05:21right so you're trying to idolize a
11:05:23customer in a great strategy to kind of
11:05:25market your product okay um um like
11:05:29again for this authority thing um you
11:05:32know let's take an example okay um
11:05:38I'm just trying to find out a good
11:05:40example that I couldn't remember right
11:05:42now but like give allow me 2
11:05:44Um
11:05:46so again like all the sale thing um like
11:05:49you know nowadays people are focusing so
11:05:51much on health right organic food right
11:05:54don't you think that is like um they're
11:05:56trying to create that emotional um
11:05:59context to it that it will impact your
11:06:01health if you don't eat organic food and
11:06:03other things and that's why we are
11:06:04seeing there's a lot of shift with how
11:06:06people are consuming their food right so
11:06:08again that creates certain kind of fear
11:06:10in them and like they think okay now let
11:06:13listen to what the expert is saying.
11:06:14Same thing happens in hospital, right?
11:06:16What doctor says, you will follow what
11:06:18they're saying, right? Because um you
11:06:20have that fear that if you don't listen,
11:06:22you don't follow them, right? You might
11:06:24you might it might impact you in a way.
11:06:27So same, I mean there are many products
11:06:29that are marketed in a way to um you
11:06:33know in in an authorative way and create
11:06:35that fear in their mind, right? And
11:06:37especially when it comes to health,
11:06:39education, right? These are these are
11:06:40some topics where uh people are ready to
11:06:43spend money as well, right? Uh then you
11:06:47have u commitment and consistency. But
11:06:50before I jump to commitment now um the
11:06:53next one is your commitment and
11:06:54consistency. Right. Again in commitment
11:06:57uh you're trying to fulfill a commitment
11:06:59made by a seller which uh seller which
11:07:02will lead to customers retention like
11:07:03you say right uh there there's like
11:07:06there are brands who are very much
11:07:07committed to their customer out there
11:07:09like by giving them some special offer
11:07:11discount new range they listen what
11:07:13their customer is saying and consistency
11:07:15[snorts] is that uh if your customers
11:07:17are clicking or they're completing the
11:07:18fields and they're continuing to fill in
11:07:20their data they're consistent with their
11:07:22action as well right so in for example
11:07:24of commitment would be in 1987 there was
11:07:27um Anthony Greenwald and he studied that
11:07:30potential customers intention through an
11:07:32experiment right [snorts] um now
11:07:36like for voting he saw that 86.7% of the
11:07:40surveyed people cast their vote and
11:07:4261.5% of unsolicitated people cast their
11:07:44vote as well. So their [snorts] obser
11:07:46his observation in general was that
11:07:48people people often feel bound when they
11:07:51have agreed or committed to do an action
11:07:53right like for example voting happens in
11:07:55that way only right like
11:07:57>> [snorts]
11:07:57>> um you ask people to come and vote show
11:08:00uh give their feedback right show
11:08:02commitment towards the nation right so
11:08:05again it has been an observation that
11:08:07people will found bound when they have
11:08:09agreed or committed so to something
11:08:12right u I mean there are many people who
11:08:14are right nowadays committed to
11:08:15sustainable living and that's how they
11:08:17follow their life. Even if that products
11:08:19are expensive to buy, they will follow
11:08:22it because they have committed to one
11:08:23kind of way to live, right? Uh thrift
11:08:26shopping, you might have heard nowadays
11:08:28people are getting into thrift shopping.
11:08:30Thrift shopping is basically buy
11:08:32secondhand clothes or secondhand
11:08:33[snorts] products. Uh um in India it's
11:08:36still going on but I think if you go
11:08:38abroad and see this it's very common for
11:08:41people to to do thrift shopping. Like
11:08:43now why are these people doing this?
11:08:44because they committed towards
11:08:46sustainable living right so one of the
11:08:48example out there then [snorts] you have
11:08:50perception of liking your customers are
11:08:53kind of influenced uh by their liking
11:08:56for the product okay like if I really
11:08:59like a product a lot probably there's a
11:09:01good chance I won't look after the
11:09:02pricing right so because again people
11:09:05will develop different perspective
11:09:07they'll decide to purchase and they'll
11:09:09get attracted to like-minded people as
11:09:11well right so you also know that there
11:09:13are times when you really like a product
11:09:15uh no matter there are times when the
11:09:17product could be expensive as well but
11:09:19you would end up purchasing it right um
11:09:22[snorts] and if you don't end up
11:09:23purchasing it I'm pretty sure um for
11:09:27some of you it might haunt you right
11:09:29that uh I didn't bought the product I
11:09:31missed out on buying this particular
11:09:32product it happens in general then
11:09:35[snorts] a perception principle of
11:09:37social proof so here we all know that um
11:09:41like if you're providing a sense of
11:09:43proof
11:09:44like sense of proof really helps in
11:09:45building some trust and reliability
11:09:47right that's why testimonials like why
11:09:49Amazon and why so many brand would ask
11:09:51you to give rating to give feedback
11:09:54because they know that people will come
11:09:55and read it and based on that their
11:09:57buying decision changes a lot yes I mean
11:10:00recently I wanted to buy a cleaning
11:10:02robot and I saw like obviously I could
11:10:05see rating but I wanted to see what
11:10:07exactly people are facing I read that
11:10:09and that kind of decided should I buy it
11:10:12or should I not buy it Right? So you
11:10:15have to create that proof uh sense of
11:10:17proof to build that trust and
11:10:19reliability on the product. Right?
11:10:20Customer needs some social proof to act.
11:10:23Right? Customer needs want some clarity
11:10:26by exploring some relevant subjects as
11:10:28well. Right? Now again an example of
11:10:30social proof would be um uh Robert
11:10:32Cladden he investigated the factor which
11:10:35ideally influenced guest reusing hotel
11:10:38to in Arizona. Right? And the four
11:10:41factor uh to measure this outcome where
11:10:44he I mean you can encourage the towel
11:10:46reuse to address the environmental
11:10:48concern. Okay. Uh mention that the hotel
11:10:50end of year gift for donation related to
11:10:52environment or you can encourage a
11:10:54participation in the hotel's uh
11:10:56contribution initiative or probably you
11:10:58can identify that most of the customer
11:11:00reuse that to at least once during their
11:11:02stay. Right? So again like to influence
11:11:05them to give them some proof. Right? So
11:11:08what then what did they observe that
11:11:10most customer reuse the towel because
11:11:11other had done it before right do you
11:11:14understand? So out of this four case
11:11:16people there were many people who would
11:11:18use the reuse the towel because they see
11:11:20they saw that other people are also
11:11:21doing it right. So that this is an
11:11:23example of social proof. You follow you
11:11:25see what other people are doing and that
11:11:27gives you a confidence that should would
11:11:29you want to do it or not. Hence
11:11:31sustainable living, thrift shopping, all
11:11:33of this things are getting popular day
11:11:35by day as more people will adopt it.
11:11:38Right? So environmental concern 38 38%
11:11:41people opted. Donation for environment
11:11:4336 people of of opted. Will you join a
11:11:46donation? 46 people opted. But when it
11:11:49comes to customer reference that most
11:11:51have reused this once 48% of people had
11:11:54opted for it. Right? [snorts] So um
11:11:58ideally that that this is these are like
11:12:00some important principle of your
11:12:02perception princip uh perception theory.
11:12:05Um you also have a theory of cognitive
11:12:08uh dishonance. Right? Now what is
11:12:10cognitive dishonus? Okay. It is a
11:12:12feeling of discomfort. Okay. Could be
11:12:14because of the behavior, could be
11:12:16because of your belief and could be
11:12:17because of some conflicting attitudes.
11:12:19Right? Um I mean um see like
11:12:26uh for example let's say why in India
11:12:31nowadays okay you would see this all
11:12:34this um uh astrology apps and all of
11:12:37them are getting very popular right
11:12:39because people have that um feeling of
11:12:42discomfort now it could be because of
11:12:44the belief right uh they believe in
11:12:46kundi they believe in horoscope and
11:12:48hence this all the apps are getting so
11:12:50popular when something goes wrong in
11:12:52your life you might go and check you
11:12:54might do want to go to a pundit and show
11:12:56and ask them how how things are going
11:12:58and the reason that's why all this
11:13:01astrological apps are getting so popular
11:13:03right there are so many apps okay I'm
11:13:05not sure you guys know or not which is
11:13:07about puja online like you can do pja
11:13:09puja and some popular uh temples in
11:13:11India right because people have that
11:13:13belief people have that how should I say
11:13:16[snorts] could be their conflicting
11:13:17attitude but usually when it comes to
11:13:19spiritual ual thing in India it's all
11:13:20about the belief right now how can you
11:13:23use this cognitive dissonance in digital
11:13:25marketing um again it is a effective way
11:13:28in digital marketing for some indecisive
11:13:31customer right who you where you can use
11:13:33some graphic uh you can use some
11:13:35perception technique you can use your
11:13:36media as well basically your customer
11:13:38tend to seek some consistency in the
11:13:40views and behavior when it comes to this
11:13:43okay then you have a principle of
11:13:45reciprocal concession uh reciprocal
11:13:47concession is more about Um it is more
11:13:50about the reciprocity right like um if
11:13:53you give some discount to drive your
11:13:55customer response. If you give some free
11:13:57gifts or surprises to make your customer
11:14:00feel very obliged, right? Uh your
11:14:02customer will feel connected when
11:14:04obliged, right? Nowadays again you would
11:14:06see all this skincare brand, all this
11:14:08makeup brand, they give so many
11:14:10giveaway, so many free gift, new pouch,
11:14:1310 other things out there, right? Again
11:14:15that that is that is reciprocal
11:14:17concession. Right? Now [snorts] where
11:14:19can you actually apply this reciprocal
11:14:22concession? Uh again this this is
11:14:24majorly used in sales negoti negotiation
11:14:27right like uh seller will agree to do
11:14:29some price negotiation to create that
11:14:31customer obligation right like whenever
11:14:33you go and buy something if that if that
11:14:35seller gives you a special offer more
11:14:37discount further you would get obliged
11:14:39to it right and again seller can make
11:14:41customer feel obliged even after the
11:14:43payment they might give you free after
11:14:44services right so again in sales you
11:14:48would see this reciprocal reciprocal
11:14:50concession works a lot Right. Um you can
11:14:54use some negotiation again there are
11:14:55many brand who use this negotiation
11:14:57strategy that um to increase their um
11:15:00sales and performance to attract the
11:15:02offer to the customer they they create
11:15:05some campaign which are very specific to
11:15:07related to offers out there right I mean
11:15:09I have done this personally whenever I
11:15:11run paid campaign so when when we run a
11:15:14paid campaign for any um uh you know
11:15:17e-commerce brand we usually create two
11:15:19kind of campaign one campaign where we
11:15:20are giving let's say up to 50% off. Um
11:15:23and then we have one campaign where we
11:15:25where we don't put where where we only
11:15:27push the products which has uh [snorts]
11:15:30less discounting or no discount for that
11:15:32matter because we know the target
11:15:34audience for both this kind of customers
11:15:36are completely way apart. Right? Then
11:15:38you have power of empathy. Okay. Um we
11:15:41all know what is empathy. It is like an
11:15:43extensive understanding of users
11:15:45immediate concern. You you you say right
11:15:47I empathize with your feeling. I
11:15:48empathize with what you're going through
11:15:50it right now. Right. Again um it is it
11:15:53is more essential than sympathy. Okay.
11:15:55It is more about doing some knowledge
11:15:58sharing and how you can show the empathy
11:16:00to your customer. Right. Um um like you
11:16:03can do this on your landing page on your
11:16:05website that you create some awareness
11:16:07about immediate concerns. Right. Um you
11:16:10can create some campaign based on your
11:16:11user need. You can um advocate probably
11:16:15them with a logical problem solving
11:16:17approach. You can create some
11:16:18interactive ideas. You can create some
11:16:20user generated content right um now uh
11:16:25like when we say that you have to create
11:16:27awareness on users immediate concern I
11:16:29mean you understand what are their real
11:16:31life challenges before creating a
11:16:33landing page like think from the c
11:16:35perspective to solve the problem within
11:16:37that particular time period and use that
11:16:39kind of communication on your page right
11:16:42uh when we talk creating campaign
11:16:45according to user need uh basically
11:16:47think okay what what pricing would they
11:16:50fit into, what kind of product would
11:16:52they like, um what kind of customer they
11:16:55are, right? So, the business model
11:16:57should be kind of adaptive to the
11:16:59users's problem, right? It should be
11:17:01very correct. It should be optimized and
11:17:02it should be goal-driven. Okay? Uh when
11:17:05we talk about day-to-day life example,
11:17:08you can include some empathetic visual,
11:17:11okay? where a common man is trying to
11:17:13address the problem and offer solution
11:17:15like in in video or in graphic or in
11:17:18picture right and you can provide a
11:17:20logical solution to the problem as well
11:17:22give some practical approach that can be
11:17:25taken and that can enhance the brand
11:17:27experience as well in general for
11:17:28example I'll give you um nowadays uh
11:17:33[snorts]
11:17:33how should I say um
11:17:36like I won't say this is empathetic way
11:17:38but when we talk about providing a
11:17:40logical solution to a problem. So let's
11:17:42say someone people want to buy
11:17:44electronics. Okay. I I just saw this
11:17:46feature right now. Uh I wanted to buy a
11:17:49fridge recently. Um yes, I saw all the
11:17:52review 10 other things but I was still
11:17:54not convinced. Right? So now Samsung
11:17:57added this feature that we will live
11:17:58show you the demo of that entire
11:18:00product. You don't have to come down.
11:18:01They're trying to solve this particular
11:18:03problem. Right? This is what we call as
11:18:04logical solution to a problem where they
11:18:06would take me and they'll take me
11:18:07through uh that that entire product. How
11:18:10does it look like? What are some pros?
11:18:12What are some cons? Right? So again,
11:18:14you're trying to give a logical solution
11:18:15to this particular problem. Right?
11:18:18[snorts] Um endorse some interactive
11:18:21ideas. So you can create some
11:18:23interactive content which can help them
11:18:25which can help the help the user to get
11:18:27engaged more, right? Um create some
11:18:30poll, create some quiz, create some
11:18:32games for them, right? And then you can
11:18:35encourage some user generated content.
11:18:37Why? What is user generated content?
11:18:38basically um to enhance your brand
11:18:41experience and customer experience. You
11:18:43can um ask the customer to create some
11:18:46content for you like as a testimonial
11:18:48and all um that they can also turn into
11:18:51your influencer. There are many people
11:18:52who in their advertisement feature their
11:18:55uh customers in general, right? So you
11:18:57can encourage them to create some user
11:18:59generated content. Okay, I hope we are
11:19:02clear with all this principle. This were
11:19:03majorly the theory uh part of uh you
11:19:06know perception principle. There was
11:19:08nothing practical but these are how
11:19:09should I say these are some basic
11:19:11principle one should be aware about
11:19:13where you can apply not just in the paid
11:19:15campaign but overall in overall your
11:19:17marketing journey. Okay. Now um what
11:19:21exactly is dynamic ads? Okay. Dynamic
11:19:24ads are something um
11:19:28that you guys tend to see. So for
11:19:30example
11:19:32um how should I say these are ads that
11:19:35keeps on changing based on customers
11:19:37needs. Okay, as I've told you like
11:19:39yesterday when we saw you remember I saw
11:19:42you that I've taken you through that
11:19:43remarketing ad where I was seeing those
11:19:46same products that I just checked on the
11:19:48website you remember so that is a
11:19:50dynamic ad right basically this are set
11:19:53of continuously changing customized
11:19:55advertisement basically based on what
11:19:58what are the last product that the
11:20:00customer has checked the brand will
11:20:02create a customized ad for them okay
11:20:05that is what we call as dynamic ad the
11:20:07Third dynamic means it keeps on changing
11:20:09based on customer to customer. Okay. And
11:20:12why dynamic ads are created? Because it
11:20:14help in increasing the conversion like
11:20:17uh better conversion. It enhance the
11:20:20brand value. It shows some product
11:20:22personalization. Imagine you guys last
11:20:24like you just visited the website few
11:20:26minutes back and I show you the same
11:20:28product with some offer. It will create
11:20:30some personalization, right? And
11:20:31basically you're trying to do
11:20:32remarketing with this. Okay. Again if
11:20:35those who have I'm not sure how many you
11:20:38guys uh observed this yesterday but then
11:20:40today also I can show you what exactly
11:20:43what do I mean by dynamic ad. Now
11:20:44dynamic ads have been showcased um uh on
11:20:48social as well on website as well. I
11:20:50mean there are different placement where
11:20:51you can see a dynamic ad. Right now I'll
11:20:53just um open this very popular website
11:20:56where I see a lot of dynamic ads coming
11:20:58up at least for me. Till this time load
11:21:00we can go to the next part. Okay, but
11:21:02yesterday also I've shown you what were
11:21:04dynamic ads like check out product of a
11:21:07brand and they were trying to show me
11:21:08those same product over here. Now see I
11:21:12really checked Wake I I was planning to
11:21:17buy some mattresses and they are trying
11:21:19to do this is dynamic ad basically they
11:21:21are trying to show me what was the last
11:21:22product did that I checked okay and in
11:21:25that they are giving me some offer as
11:21:26well to some of so for last few pages
11:21:30I'm visiting okay and the products I'm
11:21:32checking how does this dynamic ads have
11:21:34been created okay I'll take you through
11:21:36that as well we won't be able to create
11:21:38it I'll tell you why but I'll show to
11:21:40whatever practical implementation I
11:21:41could for the day. Um but let's first
11:21:44discuss some theory of dynamic ads and
11:21:46then we'll jump towards the practical
11:21:47side of it. Okay. Um so what are
11:21:50benefits of dynamic ad? I think I've
11:21:52already spoke about it. Uh you are doing
11:21:54some automate customer retargeting.
11:21:56Okay. Uh
11:21:59you are trying to buy and sell product
11:22:01easily through device friendly ads. You
11:22:03are getting some new leads and you are
11:22:04doing lot of personalization over here.
11:22:06Okay. Um what are the factors you you
11:22:10need to determine to create a better
11:22:12dynamic ad? Okay. So you should have a
11:22:14good budget. Okay. Um there are
11:22:17different kind of ads that you can
11:22:18create out of it. There should be a good
11:22:20mobile friendly devices like basically
11:22:22um most of the website because people
11:22:25see your ads majorly on mobile compared
11:22:27to desktop. Hence um you should target
11:22:30the right audience and there should be
11:22:32some brand acknowledgement. I'll show
11:22:33you practically all this aspect. Don't
11:22:35worry about it right now. Okay. Um what
11:22:39like with dynamic ad, dynamic ad is part
11:22:41of retargeting only. Basically where um
11:22:44you're directly uh you're advertising
11:22:46directly to interested user who have
11:22:48failed to convert previously. Right? I
11:22:51added a product to the cart. I didn't
11:22:53bought it. They're trying to show ad
11:22:54again to me is called as remarketing.
11:22:56And when you do remarketing, there's a
11:22:58higher chance that the customer would
11:23:00end up buying a product when they see it
11:23:02very regularly. Right now
11:23:06we would be understanding how this
11:23:08dynamic ads are created uh on social
11:23:11media platform like meta and all. Okay.
11:23:14Uh but before jumping towards that what
11:23:17we all know what is the importance of
11:23:18social media marketing right. Uh it will
11:23:21help you to increase the traffic on your
11:23:22website. It will help you to improve
11:23:24your ranking. It will allow the marketer
11:23:27to connect with an engaged potential
11:23:29customer. Right? and you'll get some uh
11:23:31you can identify some suitable social
11:23:33media platform as well. Right now I
11:23:37would talk now how do we what are the
11:23:39requirement to create a dynamic ad on a
11:23:41social platform like meta ads. Okay.
11:23:44Now, because as I've told you, you would
11:23:46see a lot of dynamic ads have been
11:23:47bombarded to you when you're scrolling
11:23:49on Instagram or Facebook. That is like
11:23:51one of the most popular platform to run
11:23:53dynamic ads because you know customers
11:23:56spend so much time on social media,
11:23:58right? How you tell me how much time do
11:24:00you spend on reading a blog and how much
11:24:02do you spend time on doom scrolling on
11:24:05social media? If you see a normal sat it
11:24:07would it would say that uh you know
11:24:09there are people who spend so much time
11:24:11on doing that doom scrolling on social
11:24:13media. Hence social media is a very
11:24:16popular platform when when it comes to
11:24:17running dynamic ads. Now what are the
11:24:19requirement to create your dynamic ad?
11:24:21First thing is you need a product
11:24:23catalog. Second thing is you need pixel
11:24:25and third thing is ads manager. Okay
11:24:28I'll just explain you quickly what each
11:24:30one would mean. A product catalog is
11:24:32guys nothing but okay. So
11:24:36sorry over here. Okay. What by the way
11:24:39this is your meta ads manager platform.
11:24:41Okay. This is how the ads manager
11:24:43platform looks like. Okay. Uh to access
11:24:45this ads manager platform guys you
11:24:47should have an account on Facebook. And
11:24:50if you have an account on Facebook you
11:24:52can access ads manager. Like if you just
11:24:54log into your facebook.com like you log
11:24:56into your Facebook and um here there's
11:25:00an option of see more and there's an
11:25:02option to go to ads manager. So this is
11:25:03how you can um you know use uh face uh
11:25:07Facebook ads manager basically. Okay,
11:25:09you can go through here. Uh coming back
11:25:14this is how your ads manager looks like.
11:25:16Uh if when you're opening the ads
11:25:18manager for the very first time this
11:25:19would look completely blank right now.
11:25:21You could see some campaigns created
11:25:23because I was just creating some dummy
11:25:25campaign in past. But it would look
11:25:27something like this. Okay. So first
11:25:29requirement is you should have access to
11:25:31ads manager. Second one is you should
11:25:34have a product catalog. Okay. Now what
11:25:36is a product catalog? Okay. Product
11:25:38catalog is nothing but any brand on your
11:25:41metage manager guys. You have something
11:25:43called as commerce manager. Okay. And in
11:25:46this commerce manager guys you have to
11:25:48create a catalog. Okay. Catalog is
11:25:50nothing but whatever product you want to
11:25:53promote. Okay. as an ad you can you have
11:25:57to first upload it in this catalog and
11:26:00then only you can run that as an ad okay
11:26:02so let's say uh you're working for H&M
11:26:04okay and you want to run this dynamic ad
11:26:06what you'll have to do is you'll have to
11:26:08come to this commerce manager and here
11:26:10you'll have to create a catalog
11:26:12basically in this catalog you'll add all
11:26:15your product details but whatever
11:26:16product you want to promote uh through
11:26:19meta as it needs to be uploaded in this
11:26:21catalog so like if I want to create a
11:26:24New catalog. I just said I want to
11:26:25create a new catalog.
11:26:29Right. So what are you promoting online
11:26:31product? So you can do it for online
11:26:33product, local product as well. Travel,
11:26:35property, auto. If you're part of any of
11:26:37this field, you can create a catalog.
11:26:38Right? U you [snorts] can give a name to
11:26:40your catalog. I can call it Jiggisha or
11:26:43whatever I would want to call it or I
11:26:45can call this
11:26:47uh online product like ideally you write
11:26:49your brand name to this. Okay.
11:26:53Now this is I'll talk about now this is
11:26:55your metapixel and SDK. What is that is
11:26:58the second requirement that you should
11:26:59have a metapixel and SDK so you'll
11:27:02understand in a better way. See this
11:27:04okay
11:27:06I will go to Myntra's website right now.
11:27:08Okay. Uh if you want to check if any
11:27:11brand has added meta code or not you can
11:27:14install this Chrome extension called as
11:27:16Metapixel helper. Okay. right now on my
11:27:19website right can you see this extension
11:27:21is trying to show me that there are some
11:27:23pixel pixels are nothing but conversion
11:27:25code which are added on the website can
11:27:27you see it says page view now on every
11:27:29page they have added different kind of
11:27:31code okay for example if I go to a
11:27:33product specific page you will see a
11:27:35different code which will fire over here
11:27:37let's say I want to buy this uh timeless
11:27:41eyeear okay let's say I let I'll go to
11:27:43some time timeless eyeear page
11:27:46this one Okay, see this? Let's pay
11:27:50attention to this.
11:27:52It's still loading.
11:27:56Can you
11:27:58can you see view content? Now, basically
11:28:01this page view code is there on all the
11:28:03pages of the web website. The second
11:28:05code view content is usually added on a
11:28:07product specific page. Can you see if I
11:28:10now right now it is not showing any add
11:28:12to cart code, right? But once I add the
11:28:14product to the cart, this code will
11:28:16capture that I have added product to the
11:28:18cart. See this? Okay, I'll say add to
11:28:20bag. Okay. And if I go over here, can
11:28:23you see it is taking some time. But can
11:28:25you see the add to cart code has fired.
11:28:27Now basically this code has tracked that
11:28:29I've added this product to the cart. Now
11:28:31if I don't buy it and after some time I
11:28:33go back to Instagram, Myntra will try to
11:28:35show me the same product as an ad. I
11:28:38added this uh sunglasses in my cart. But
11:28:41if I don't buy it, let's say next few
11:28:43hours and I'm now I'll scroll on
11:28:45Instagram, I would see there's a good
11:28:47chance I would see the same shades which
11:28:49would be showcased to me.
11:28:52Okay, now I hope it's clear. So this is
11:28:56where your u pixel comes into picture.
11:29:00Every see this ID is unique. Okay, every
11:29:03ads manager would give you this pixel ID
11:29:06which is unique. Okay, if you see this
11:29:08pixel ID starts with 5428. Okay. uh the
11:29:11menntas ID starts with can you see 138
11:29:14right they have one more 153 so every
11:29:17ads manager has a different pixel ID
11:29:19given because you want to track unique
11:29:21people right you want to track uniquely
11:29:23for each brand
11:29:25I hope it makes sense
11:29:29right so this also needs to be there if
11:29:31it if this is not there if you don't put
11:29:33the pixel how would you know what is the
11:29:35last product a customer has checked to
11:29:38understand what are the activity a user
11:29:39is doing once will land on the website,
11:29:41you need this. If this ID or if this
11:29:44code is not added on your website, guys,
11:29:46you can't do remarketing. You can't run
11:29:48dynamic ads.
11:29:50Okay. So, I'll select this and here it
11:29:54will ask me how I want to upload my
11:29:55product. So, I can manually add my
11:29:57product by one by one or I can connect
11:29:59my website to my uh ads manager
11:30:02directly. Okay, I would just say skip
11:30:04for now. I mean, you can choose later
11:30:06on. And that's how you create your
11:30:08commerce manager. That's how you create
11:30:09your catalog. Now here if you go to
11:30:11product, okay, here you can add your
11:30:14product detail one by one. See this I'll
11:30:16see an option to add and uh
11:30:21okay I want to add my product manually.
11:30:26See this I'll have to add my picture
11:30:28over here. Give title of my product,
11:30:30description, website URL, the price of
11:30:33my product. Uh what category does it
11:30:36fall into? Is it a new stock or old
11:30:38stock? Pricing 10 other things. I think
11:30:41I've discussed whatever there is in the
11:30:43PP I've anyways discussed. But product
11:30:45catalog I've already spoke why it is
11:30:47important with this only. See what will
11:30:50happen when you create a product
11:30:52catalog. Okay. And you have this
11:30:54Facebook pixel added and you're running
11:30:56a normal ad on Instagram. Okay.
11:30:59The user will click on the ad go to the
11:31:01website they will see the product. They
11:31:02won't buy the product. Okay. So the
11:31:04pixel will capture okay what are the
11:31:06last product that they have checked. Now
11:31:08because you have a product catalog added
11:31:09on your metads manager it will
11:31:11automatically show you like you know
11:31:14this product catalog will then you know
11:31:16based from the product catalog that ad
11:31:18advertiser would choose okay what
11:31:20product we want to show as an ad to that
11:31:22particular customer. Okay. So all these
11:31:24three are interlin to each other
11:31:25basically. Okay. Um as I've I've already
11:31:28shown you what are the component of
11:31:30product catalog right images call to
11:31:32action pricing discount review color
11:31:35variation like basically you for each
11:31:38product you have to add all this detail
11:31:40their features the dimension material
11:31:43used you have to like you have to give
11:31:45end to end detail of each product the
11:31:48sale price the avail so like you know
11:31:50what is the original price what is the
11:31:52sale price what are color variation you
11:31:54have if you have any size variation
11:31:56every end to end detail of every product
11:31:59needs to be added in the product
11:32:00catalog.
11:32:02Okay. How many stocks are available?
11:32:05Each and everything.
11:32:08Okay. Then um again to create your
11:32:11product catalog as I've told you ideally
11:32:13if you create it manually that would
11:32:15work best. Okay. I have already
11:32:18discussed what is Facebook pixel and
11:32:20Facebook SDK. SDK is for app. Okay. So
11:32:23Facebook pixel is for your website. The
11:32:26code which is there for website.
11:32:27Facebook SDK is a code for app. Okay. So
11:32:31like see you want Myntra has a app and
11:32:34has a website as well, right? So for
11:32:36website they will put Facebook pixel and
11:32:39for app they will put Facebook SDK.
11:32:43SDK the full form of SDK is software
11:32:46development kit. Okay. So as mentioned
11:32:49over here Facebook pixel are a
11:32:51collection of code placed on website to
11:32:53track traffic and target a specific
11:32:55audience. Facebook SDK basically a set
11:32:58of software development tool that allow
11:33:01businesses to integrate Facebook
11:33:03functionality into their mobile app. So
11:33:05if you want to track what people do when
11:33:07they go to Myntra's app, you put
11:33:09Facebook SDK. If you want to track what
11:33:11a user does once they go to the Myntra's
11:33:13website, you put Facebook pixel.
11:33:17Now I'll just show you this Facebook
11:33:18pixel. Okay, rather than explaining it
11:33:20in a PPT which will uh make things very
11:33:23daunting for you guys, I'll just
11:33:24directly show you how does this look
11:33:26like. Okay, let me uh
11:33:30we'll close the commerce manager. Now
11:33:32where do we where where so if you want
11:33:34to create a catalog you go to commerce
11:33:36manager. If you want to see your pixel
11:33:39as I said every pixel will have every
11:33:41account ads manager will have a unique
11:33:43pixel ID. you want to find that you have
11:33:46to go to events manager. Okay. So in
11:33:48events manager
11:33:51so this is
11:33:53my pixel ID. Okay. And I'll just show
11:33:56you.
11:33:58Okay. So there's an option to set up
11:34:00your pixel manually. Now see this. Okay.
11:34:03Please observe this very carefully. See
11:34:06this this. Okay. This code.
11:34:10I'll just quickly
11:34:13open my word doc show the code how does
11:34:17basically your job is to give this code
11:34:19to your website developer okay because
11:34:21you are not a web develop to place the
11:34:24code but if you start running ads on uh
11:34:27meta ads manager what you have to do you
11:34:30have to come to this events manager and
11:34:32go to your metel you will get code this
11:34:36is something
11:34:38it would look for my how code looks like
11:34:41and this is the unique ID. Can you see
11:34:43FBQ track page view? So this page view
11:34:46this is basically a code which goes on
11:34:48each and every page of your website.
11:34:51Okay, this is the code which will track
11:34:54each and every interaction on the
11:34:56website and you have to give it your
11:34:58developer. The job is of the developer
11:35:00to place the code on the website and
11:35:02once they place the code on the website,
11:35:04it is your job to check with the the
11:35:06Chrome extension if the code is placed
11:35:08properly or not. Okay.
11:35:12Now, and by the way, there's an
11:35:13instruction as well. You have to give
11:35:15this instruction as well that where
11:35:16exactly this code needs to be placed.
11:35:18Can you see the metapixel is a piece of
11:35:20code that you added to your website by
11:35:21copying the base code below and pasting
11:35:24it into the header section of your
11:35:26website. So you have to give this
11:35:27instruction as well to your developer.
11:35:29Take this instruction, copy this code
11:35:31and give this doc to your developer.
11:35:33They will place the code on every page
11:35:35of the website and then your job is to
11:35:37check if that code is added or not. This
11:35:41one was only page view code. What was a
11:35:43page view code? Like page view code is
11:35:45there on every page of the website. Like
11:35:47like let's say if I go to this ka and
11:35:48suit page there also you'll see a page
11:35:50view code that would fire. Let's wait
11:35:52and see. It's still loading.
11:35:57See can you see there's a page view code
11:35:59right whatever page I visit this page
11:36:01view code needs to be there but what
11:36:03about other codes like we have view
11:36:05content code we have add to cardart code
11:36:07we have so many other codes as well
11:36:09right like that I I've just shown you
11:36:11right now there was a view content code
11:36:13which might appear here in a while right
11:36:16so from where do you get that code okay
11:36:18from here you will got only you will get
11:36:20only this base code okay but for other
11:36:24code okay for add to card code content
11:36:28code to get all these other codes guys
11:36:31I'll just show you from where you can
11:36:33get that
11:36:35so for that
11:36:37you have to refer to this link
11:36:41now if you want to create an add toart
11:36:43code what you have to do it's very easy
11:36:45this is your normal code right here just
11:36:49below the page view thing okay you have
11:36:51to say enter so if you want to create
11:36:54any code apart from the page view code
11:36:56what you have to do you have to say
11:36:57enter let's say I want to create a add
11:36:58to cutart code I'll just copy this line
11:37:03put it over here now this has become my
11:37:05add to cutart code same if I want to
11:37:07create this as a wish list code I'll
11:37:09remove this line and instead of that
11:37:11I'll put the list which is like this one
11:37:15okay even in this page they have given
11:37:17you the instructions see this they have
11:37:19mentioned it that any if you want to
11:37:21create any of this kind of code What you
11:37:24have to do just in your normal base code
11:37:26and just below page view you can add
11:37:28this line and this will become your
11:37:30specific code that you want
11:37:33like for example I want to create my
11:37:35purchase code. Now what is purchase
11:37:37code? Basically I want a confirmation
11:37:39that how many people through my ad have
11:37:41bought the product. Right? So this
11:37:43purchase code is usually added on your
11:37:45thank you page. You remember right?
11:37:46Whenever you buy a product and when you
11:37:48do the transaction it takes to your
11:37:49thank you page which gives you a
11:37:51confirmation that yes you have added the
11:37:52product. Now on that page it is very
11:37:54important you for you to put this
11:37:56purchase code because this will give a
11:37:58confirmation to meta that yes people
11:38:00have bought the product. Now if you want
11:38:03to like what you'll have to do you'll
11:38:04have to copy this and you'll have to put
11:38:06it over here. But if this is an Indian
11:38:09website then the currency shouldn't be
11:38:10GBP it would be INR. So this is
11:38:13something that you'll have to change. If
11:38:14you're running this in US it has to be
11:38:16USD right? So the currency is something
11:38:18that you guys will have to change based
11:38:20on for what location you're doing this
11:38:21tracking for. Especially see this for an
11:38:24e-commerce website what all codes are
11:38:26required. Payment info code is required.
11:38:28Add to cardart code is required. Wish
11:38:30list code is required. Okay. Then uh
11:38:33this purchase code is required. Uh view
11:38:36content code is required because in
11:38:37e-commerce a user do different
11:38:39transaction. There are different steps
11:38:41of buying that product. Right. Right.
11:38:43For lead generation you would just need
11:38:45one code from here which is this FBQ
11:38:47track lead. Now we will jump towards how
11:38:51do we exactly create a campaign on
11:38:53metadage manager. I'll give you an
11:38:54overview because it's a very lengthy
11:38:56topic. Obviously I can't go through all
11:38:58the nitty-g gritties but I'll cover the
11:38:59basics that you should know. Okay.
11:39:05So basically uh Facebook pixel is the
11:39:08code that you put on the website. If you
11:39:10want to do tracking on app you have
11:39:12Facebook SDK. For if you want to run a
11:39:14dynamic ad, you have to also use a
11:39:16product catalog. And once you do all
11:39:19this on your normal ads manager, you
11:39:21create your campaign. So this is the
11:39:23place. Now this is your event manager.
11:39:25You have to go back from here to your
11:39:27ads manager and you created your
11:39:29campaign. Okay? So basically this is the
11:39:32back end. So whatever ads that you see
11:39:34on Instagram or Facebook or WhatsApp,
11:39:37they are created over here. This is the
11:39:39back end of that ad creation.
11:39:42Okay. What the basically all advertisers
11:39:46like me, we work on this kind of back
11:39:48end and we create the ads that you guys
11:39:50can see on your front end. Okay. So the
11:39:54use case of your ads manager is nothing
11:39:56but uh here you create your campaign,
11:39:58you see the performance and then you
11:40:00analyze it. Here you'll able to create
11:40:02your ads. Uh you'll see their
11:40:04performance nitty-gritty whatever you'd
11:40:06want to check. You see overall
11:40:07performance on the ads manager and then
11:40:08you take your future calls. Okay.
11:40:12Now I'll just quickly do a quick demo to
11:40:15you guys. Okay. By the way, uh you will
11:40:17get this PPT on your LMS as well. So in
11:40:20like you can refer to my recording as
11:40:21well. But apart from recording, you can
11:40:24um there are some steps mentioned over
11:40:26here as well on how the campaign
11:40:28creation works. Okay.
11:40:32So let me just take you through this
11:40:34quickly
11:40:36and I'll directly take you to the ads
11:40:38manage. Okay. Now imagine
11:40:41setup and basic campaign setup looks
11:40:43like. Okay. Um we say create from here.
11:40:47Okay. And now the first thing that Meta
11:40:50would ask you is the objective. Why you
11:40:52want to run your campaign? Like what is
11:40:54the objective behind running your
11:40:55campaign? Okay. Like do you want
11:40:57awareness where you want to reach out to
11:40:59a mass audience or you want traffic?
11:41:01Traffic means you want to take the user
11:41:03to the website or to your messenger or
11:41:05to your Instagram DM. You can choose
11:41:07objective based on that. Engagement is
11:41:10um you want to increase your like
11:41:13comment or your followers on Facebook or
11:41:17Instagram. So that is what they mean by
11:41:19engagement. Lead is you want people to
11:41:22go to the website and give their detail.
11:41:24App promotion is you want people to
11:41:27install your app or do some activity
11:41:29within the app, right? And sales is you
11:41:32want people to go to your website and
11:41:33purchase your product, right? So
11:41:36basically you can choose objective of
11:41:38your choice like why you want to run an
11:41:39ad. Basically meta will ask you what is
11:41:42your logic or what is your why do you
11:41:45want to run this ad. So you can choose
11:41:46whatever objective that you would want
11:41:48to select based on see now you choose
11:41:50objective based on your client's brief.
11:41:52My client would tell me Jigisha I want
11:41:55thousand sales a month. I'll say select
11:41:57sales as an option. My client would tell
11:41:59me Jigisha I want to increase some um
11:42:01you know interaction on my post that
11:42:04I've put it on Instagram. I'll choose
11:42:06engagement because this is one of the
11:42:07way I can do that. My client would ask
11:42:09me Jisha, I want people to go to
11:42:11WhatsApp or I want to take them to my
11:42:14website. I want to take them to my
11:42:15Instagram DM account and I want to build
11:42:18that conversation over there. I'll
11:42:19select traffic. Right? So these are
11:42:21different objective. You can choose any
11:42:23objective based on your client's brief.
11:42:26Okay? There's no standard answer that
11:42:28you should select this objective only.
11:42:29What your client ask, what is your
11:42:31client requirement? Based on that you
11:42:33choose an objective. So to show you a
11:42:36dummy campaign setup I'll choose the
11:42:38most common objective which is traffic.
11:42:40Okay. So I'll say continue. Now here
11:42:45meta there's manual and there's
11:42:47recommended. Okay. Manual is where you
11:42:49give all the inputs to meta. And now
11:42:51meta. So what meta is doing? Meta is
11:42:54adding their own AI integration on this
11:42:56platform. Okay. AI integration is
11:42:58nothing but you don't have to give much
11:43:00details. Meta will use um their machine
11:43:03learning, their automation and they'll
11:43:05try to create campaign without less
11:43:07without less details provided from your
11:43:09end. Okay, but this is still under
11:43:11testing mode. So right now I'll show you
11:43:13the manual campaign because in manual
11:43:15campaign you'll understand all the
11:43:16nitty-g gritties. Okay, so I'll select
11:43:18manual campaign over here. I'll say
11:43:20continue.
11:43:24Okay. Now here now there are three level
11:43:27for your campaign. Okay, you have
11:43:29campaign level, you have adset level and
11:43:31you have your ad level. Okay, what do we
11:43:33exactly put at all the three level? Let
11:43:35me just explain this you in a word do
11:43:37quickly. So at the campaign level you
11:43:41choose your objective. Okay, and your
11:43:45budget. Okay. At adset level, you choose
11:43:50basically whom whom
11:43:53you want to show ads, which is nothing
11:43:56but targeting
11:43:58where you want to show ads,
11:44:02which is basically do you want to show
11:44:04ads on Instagram, Facebook, WhatsApp
11:44:08etc. Okay. And uh at ad level
11:44:14what you want to show
11:44:20basically the ad that you create. Okay.
11:44:23Now I'll just quickly take you through
11:44:26it. I have selected my objective right
11:44:29here. I can put my budget that how much
11:44:31I would want to spend. Guys, there's no
11:44:34uh as such any limit. You can start with
11:44:36as low as 50 rupees a day as well. Okay.
11:44:39But this budget is more dependent on
11:44:41your client said how much budget your
11:44:43client is giving you. Let's say your
11:44:44client is giving you 30,000 a month then
11:44:47your budget would be 1,000 rupees a day.
11:44:49Right? So depends on what your client
11:44:51has um whatever budget that your client
11:44:55would give you. Okay. AB testing I think
11:44:58I've already um uh I I'm not sure if
11:45:01I've spoke to you guys on AB testing but
11:45:02AB testing is nothing but as I've told
11:45:04you you would want to let's say AB
11:45:06testing is you want to see there are two
11:45:08options and which option perform better
11:45:10for example you want to AB test between
11:45:12Instagram versus Facebook you want to AB
11:45:15test between image ad versus a video ad
11:45:18you want to AB test between real versus
11:45:21stories okay so this is what we mean by
11:45:23AB testing where you want to check check
11:45:25two option to see which one performs
11:45:27better. Okay, so this is an option to do
11:45:29that AB testing.
11:45:32Special ad category guys is something
11:45:34that if you fall in any of this
11:45:36category, you have to mention it on
11:45:37meta. So if you're promoting any finance
11:45:39related product, you're promoting
11:45:41anything related to job, housing or
11:45:44election or politician you have to
11:45:45mention it because see meta in general
11:45:48whenever you create a campaign they will
11:45:50check your campaign in a very det. So
11:45:52once we once you create a campaign meta
11:45:55will review it. Okay, meta meta
11:45:57representative would review your
11:45:59campaign. Now when they review your
11:46:01campaign, they check all the
11:46:02nitty-gritty. What is your
11:46:03communication? You are not misleading
11:46:06the customer in any way. So for this
11:46:08four category, it is very easy for the
11:46:10brand to mislead the customer. When I
11:46:12say mislead the customer, let's say for
11:46:14politics, you know, right? People know
11:46:16the politician might give some false
11:46:18claim in their advertisement, right? So
11:46:20meta find meta will check for all these
11:46:23four category. Meta will scrutinize
11:46:25their ad in more they will scrutinize
11:46:27the ad in much more detailed way right
11:46:29they will check each and every aspect
11:46:31because they ideally if this brands or
11:46:33any this of this category try to mislead
11:46:35the customer people will blame meta
11:46:37because meta has allowed them to do it
11:46:39on their platform right so basically to
11:46:41scrutinize them in much more detail way
11:46:43the it is for them they have to mention
11:46:46like for financial thing you can mislead
11:46:48a customer by saying you'll get 100%
11:46:50profit uh your stock will grow at 2x
11:46:54amount right all the are misleading way
11:46:56to say right job may you will say you'll
11:46:58get a package of 1 cr this is misleading
11:47:00content so meta will check for all these
11:47:03four industry meta will check like
11:47:05obviously in general they check the
11:47:07campus in a very detailed way but for
11:47:08them for all these four categ they'll be
11:47:10more cautious okay so if you are doing
11:47:14any advertisement related to to any of
11:47:16these four category you have to mention
11:47:17it basically so we have discussed all
11:47:20this campaign level now I'll go to adset
11:47:22levels at level as I've mentioned
11:47:25already what all you can take.
11:47:30So here at the asset level guys you can
11:47:32choose where you want to take the user
11:47:34to. Do you want to take them to a
11:47:35website or you want to send them to
11:47:37messenger, Instagram or WhatsApp where
11:47:39you want to take the user to? Let's say
11:47:40I want to take them to the website. I'll
11:47:42choose that. Okay. Uh what what exactly
11:47:44you are aiming? So if you want traffic,
11:47:47do you want more clicks or do you want
11:47:49people to spend more time or do you want
11:47:51reach? Basically here performance goal
11:47:52is meta is asking you what exactly you
11:47:56want. Okay like even in traffic what do
11:47:58you want? You want reach, you want
11:48:00click, you want them to spend more time.
11:48:02So you can choose as per again your
11:48:04client brief. Okay. Uh dynamic creative
11:48:07over here is guys is basically may meta
11:48:11meta's AI integration where you can give
11:48:1210 pictures to meta, 10 headline, 10
11:48:15description and meta will create their
11:48:17own permutation combination of the ad
11:48:19and they will try to show the best
11:48:20performing ad to the customer. Okay.
11:48:22Here you can mention your start and end
11:48:24date, when you wants to start your
11:48:25campaign, when you would want to end it,
11:48:28right? So you can give all those date.
11:48:30Okay. Now this is where you do the
11:48:32targeting basically to whom you want to
11:48:34show your ad. So to do that you have to
11:48:36say switch to original audience option
11:48:39and this is where we would do our
11:48:41targeting basically whom I want to show
11:48:43my ads to. Okay. So in targeting guys
11:48:47here um location is basically in which
11:48:50location you want to show your ad. Now
11:48:53again as I've mentioned not necessary
11:48:55you have to show ad in entire India.
11:48:57Okay, let's say you want to show ad in
11:48:59Maharashtra like just a state. Okay, you
11:49:02can do that. If you want to show your ad
11:49:05in one of the city, let's say you just
11:49:07want to show ad in Ahmedabad, okay, you
11:49:10can do that. Okay, let's say you want to
11:49:12show ad in in a particular pin code or
11:49:14in an area. Let's say I want to show my
11:49:16ad in my area where I'm residing. Okay,
11:49:20so I will just put my pin code because I
11:49:22reside in Pune. Now, if I hover around
11:49:24this, can you see? It will just show the
11:49:26area where I'm living. So you can go as
11:49:28narrow as this in your location
11:49:30targeting. Okay. In age as well guys you
11:49:33can choose whom you want to target.
11:49:35Obviously you can't target people below
11:49:3718. So hence and here what is the max
11:49:40age you would want to target. Do you
11:49:42want to show ad to both men, women all.
11:49:44Okay. Apart from this guys you have more
11:49:47targeting option like you can target
11:49:49people based on uh where they have
11:49:51studied. Okay. Like if you go to
11:49:53education you can target people based on
11:49:55what colleges or what schools they have
11:49:57visited or um life event is more of like
11:50:00are they getting their birthday or they
11:50:03have just newly engaged something
11:50:04anything related to the life event. You
11:50:06can target parents based on the
11:50:08children's age group as well. You can
11:50:10target people based on their
11:50:11relationship status. You can target
11:50:13people based on their work like where do
11:50:16they work or what is their job
11:50:17designation. Basically how Meta get all
11:50:19this detail it is all based on what you
11:50:21upload on Meta and what pages do you
11:50:24visit. For example, see half of the
11:50:26information you yourself uploaded on
11:50:28Facebook and Instagram that this is my
11:50:30birthday recently engaged. You are the
11:50:32one who post about all of this, right?
11:50:34Even the kind of pages you visit, Meta
11:50:37will divide into different audience. For
11:50:38example, if you are someone who really
11:50:40like uh clothing page, then Meta will
11:50:43put you under category who's interested
11:50:45in clothing shopping, right? So all this
11:50:48data that meta is capt capturing is in
11:50:51ad manager is through your interaction
11:50:52on all this platform. Okay. So
11:50:54demographic you can do this kind of
11:50:56targeting. Interest is based on users
11:50:58interest as I've told you. Let's say uh
11:51:00viral is someone who really you he
11:51:04really follows fig zomato page and he
11:51:06really likes and comment that content.
11:51:08Meta will put viral into this food and
11:51:11drink consumable kind of interest. Okay.
11:51:13I'm someone who shops very frequently.
11:51:15Let's say whatever ad I see on Instagram
11:51:18and I tap on the shop now button, right?
11:51:20Meta will put me under shopping and
11:51:22fashion, right? You have some other
11:51:24behavior characteristics that you can
11:51:25target. You can target I mean there's so
11:51:27many option with targeting guys. It's a
11:51:29very big box when it comes to targeting.
11:51:32You have all the options out there. You
11:51:33can target people based on their
11:51:35behavior. I told you right English
11:51:36shopper. If I'm someone who frequently
11:51:38tap on that shop now button, I'm part of
11:51:40this engage shopper. uh you can target
11:51:42people based on their are they traveling
11:51:44locally or internationally. Now how uh
11:51:47again it's it's it's it's a data that
11:51:48you put on your social platform in
11:51:50general or the interaction that you do.
11:51:52So right apart from this age,
11:51:54demographic and all of that you can
11:51:56target these three things as well. Okay.
11:51:58So this is where you do your targeting.
11:52:00For example, if I wanted to create a
11:52:02targeting for um for a digital marketing
11:52:06course, then what I will do? I can
11:52:08search here digital marketing. So people
11:52:10should have interest in digital
11:52:11marketing and you see there's an option
11:52:13of interest right by the way whenever
11:52:15you you create this targeting it shows
11:52:17you this the audience size that how how
11:52:19much audience you'll be able to reach
11:52:21out to okay the more the targeting you
11:52:23add the narrower this audience size
11:52:25would become right for example let's say
11:52:27the digital marketing course is very
11:52:29expensive then I can say define further
11:52:31by saying it like I'm putting a second
11:52:33condition to it now I just want to show
11:52:35ad to a richer audience let's say you
11:52:37know to target a richer audience there's
11:52:39has an option of consumer classification
11:52:42India and then there is a option of
11:52:44people India who prefer high value good
11:52:46who prefers premium product now see the
11:52:49audience size has further decreased to
11:52:5011 lakh to 13 lakh before this it was in
11:52:52cr so the more the details you put the
11:52:55narrower the targeting would be but we
11:52:57always focus on quality over quantity
11:52:58it's okay if the audience size is less
11:53:00but if the audience is quality audience
11:53:03then it's all good okay so this is where
11:53:06we do the targeting and Then uh this is
11:53:10where we choose where we want to show
11:53:11our ads. Okay. So placement and platform
11:53:14is let's say if you want to show ad on
11:53:16all the platform and all the placement
11:53:17that falls under meta you can choose
11:53:19this advantage plus option. But now you
11:53:22want to choose where you want to show
11:53:23your ad then you can use a manual
11:53:25option. So in manual option the first
11:53:27thing it will ask you what device you
11:53:29want to target. Do you want to show just
11:53:30ad in desktop or mobile or both? Okay.
11:53:33Below that it will ask you where you
11:53:35want to show your ad. Facebook,
11:53:36Instagram, WhatsApp is still getting
11:53:39integrated. So hence it is shown in gray
11:53:41but again in next few days we'll see
11:53:43WhatsApp as an option thread messenger
11:53:46audience network is guys uh Meta has
11:53:49collaborated with third some third party
11:53:50websites and app and you can show your
11:53:52ads on those third party websites and
11:53:54app with the help of this option of
11:53:55audience network. Okay. Um so it's up to
11:53:59you apart from that. Okay. Let's say you
11:54:00have decided we just want to show ads on
11:54:02Instagram. So you can turn all this off.
11:54:04Okay. Okay, you don't have to keep this
11:54:06on then like this.
11:54:10Okay. And now on Instagram also let's
11:54:12say you just want to show your ads on
11:54:14some reals and stories then can you see
11:54:16there's a option of placement. I don't
11:54:18want to show my ad on uh feed then I can
11:54:21turn it off. Okay right now I won't do
11:54:24it but yeah can you see? So it's up to
11:54:28you either you can choose where you want
11:54:30to show your ad or let Meta control
11:54:32where your ad is showed. Okay. So in ad
11:54:35guys um
11:54:37you just have to write your ad name over
11:54:39here what kind of ad you are creating
11:54:41okay you select your business Facebook
11:54:44page and Instagram page okay why this is
11:54:46important because again for whatever
11:54:48brand you are doing this advertisement
11:54:50you have to you should have an access of
11:54:52their Facebook page and Instagram
11:54:54account okay so let's say you are doing
11:54:55this for H&M then you have to ask H&M to
11:54:58give access to their Facebook page and
11:55:00Instagram handle because you have to
11:55:01select it over here okay and Now here
11:55:04there is two option. Can you see this
11:55:06advantage plus catalog? Now to run that
11:55:09dynamic ad you have to use this option.
11:55:11Okay. So okay the only difference
11:55:14between a normal campaign and a and a
11:55:16dynamic campaign is in a dynamic
11:55:18campaign guys basically let me just show
11:55:21this to there your option would be sales
11:55:23okay not traffic. So if I choose sales
11:55:27can you see this advantage plus catalog.
11:55:28So you have to turn on this catalog and
11:55:31basically when you turn on this catalog
11:55:33guys you don't have to like because now
11:55:35my catalog doesn't have any product it
11:55:37is giving me an error in red but once
11:55:40you choose your catalog over here you
11:55:42don't have to create the ad from catalog
11:55:44automatically the ad would be created
11:55:46over here in the ad section okay so to
11:55:49run a dynamic ad basically you don't
11:55:53have to create an ad you just have to
11:55:55select the catalog and from the catalog
11:55:57can you uh I And if I to just show you
11:55:59your product will get d auto
11:56:01automatically fetched the headline
11:56:03everything will get auto can you see
11:56:05dynamic media enabled that means from
11:56:07catalog can you see item from your
11:56:09catalog automatically appear in this
11:56:11card you I don't have to create my ad
11:56:14automatically from the catalog my ad
11:56:15would be created that is what we call as
11:56:18a dynamic ad and if you don't want this
11:56:20one you want a manual ad where you put
11:56:23everything detail from scratch then you
11:56:25just need to turn this off over here You
11:56:28go back to your ad level detail and here
11:56:32you create your ad from scratch. So now
11:56:34can you see now this option is disabled
11:56:36because I've turned off the catalog
11:56:37option at the campaign level. Now you
11:56:40can create an ad manually as well over
11:56:42here. How would you create an ad
11:56:43manually? Let's say I want to create a
11:56:45single image ad. I'll select single
11:56:46image or if I want to create a carousel
11:56:48I can select carousel. Here I have to
11:56:50give the destination basically where I
11:56:51want to take the user to. So let's say
11:56:53if I'm creating this for Myntra I will
11:56:55say Myntra.com I have to put the proper
11:56:58URL not something like this w http www
11:57:01everything needs to be added okay
11:57:04now here I put my creative okay so let's
11:57:07say
11:57:09I'll say image add and uh I'll go to
11:57:12media
11:57:16right so now I don't have like whatever
11:57:18either if you have some image uploaded
11:57:19or you can upload the image from your uh
11:57:22desktop as well. If you want to upload
11:57:24some image from your desktop, you can
11:57:26take it from there as well. Right now, I
11:57:28have some image uploaded over here. So,
11:57:29I'll use this one only. One thing,
11:57:32whenever you use an image, guys, for
11:57:34your stories and res, you have to create
11:57:36a creative for in vertical dimension.
11:57:39Can you see this? Otherwise, it will
11:57:40look something like this. Doesn't look
11:57:42appropriate. This gray area doesn't look
11:57:44good. So, for your feed, it is okay if
11:57:46you upload a normal square picture. But
11:57:50if you are showing your ad on some
11:57:51stories and reals then you have to
11:57:53create a creative specifically for in
11:57:55this vertical dimension. Okay. Then you
11:57:59can say next and then next.
11:58:02These are some AI elements that you can
11:58:04just enable if you would want to. Okay.
11:58:08And
11:58:12done. This is where you can see your ad.
11:58:14Now for each ad you have to give a
11:58:16primary text, headline and a destination
11:58:19and also a CTA. Now what is primary
11:58:22text? What is headline? What is
11:58:23description? Let me um just show this to
11:58:27you very quickly.
11:58:31So it's a text copy that you have to
11:58:33mention over here. But how like by the
11:58:35way this tool is very good if you want
11:58:38to stalk your competitor and see what
11:58:40let's say I want to see what kind of
11:58:41adminra is running right now. So I'll
11:58:43select all ads and I'll choose Myntra
11:58:47and I'll see all the ads that Myntra is
11:58:49running right now on Facebook and
11:58:50Instagram. Okay,
11:58:52see this I can see the entire history.
11:58:55Now what is the primary text? This is
11:58:57your primary text. This is your primary
11:58:59text. Okay, the one that appears above
11:59:01the picture. Okay, I'll just copy
11:59:04whatever. I don't want to sit and
11:59:06brainstorm, so I'm just copying from an
11:59:07existing ad. Okay. Then this is your CTA
11:59:14like call to action. This is your
11:59:15headline.
11:59:17Okay. So you can put something on those
11:59:19lines. See this it's appearing over
11:59:20here. And you see you can see a preview
11:59:22of my brand ad
11:59:25right. It is showing in different ways
11:59:27and all of that. Right? So I can give a
11:59:29headline
11:59:31let's say
11:59:3350% of something on those line. It will
11:59:36appear again in my preview over here. So
11:59:38it is showing me that in different
11:59:41format how my ad would look like. See
11:59:42this a normal image ad would look like
11:59:44this. Uh a collection ad okay would I
11:59:47look like this? Collection ad is
11:59:48something where you can see the product
11:59:50catalog as well below. Can you see
11:59:53carousel in carousel it will look like a
11:59:56multiple swipe. I hope you're
11:59:58understanding this. And that's how you
12:00:00create your campaign. That's how you
12:00:01create a basic campaign. Okay this was
12:00:03not an advanced campaign. This was like
12:00:05a very basic campaign set up on Meta.
12:00:09I'll just delete. By the way, whenever
12:00:12you create a campaign and if you don't
12:00:13want to launch it, keep it in a pause
12:00:15state. And if you don't need it at all,
12:00:17you can delete as well. You can delete a
12:00:19campaign, you can edit a campaign, you
12:00:20can make whatever changes you would want
12:00:22to do on the campaign. Okay? And on
12:00:25meta, you can run different kind of ads.
12:00:27Okay? You can create such kind of image
12:00:28ad. You can run a video ad. So instead
12:00:31of image, you'll upload a video. You can
12:00:33create a carousel ad add ad as well. I
12:00:35think I in the preview only I've shown
12:00:37you this is your carousel ad where you
12:00:39can upload like multiple cards like
12:00:41this.
12:00:43Okay. And then you can also create a
12:00:46collection ad. I think I've shown you
12:00:48collection ad as well but it looks
12:00:49something like this.
12:00:52This is a collection ad. Basically a
12:00:54collection ad will what will happen? See
12:00:57usually whenever you click on an ad, it
12:00:58takes you to the website, right? But for
12:01:00a collection ad, if you click on this
12:01:02ad, it will open in in your entire phone
12:01:05screen and whatever catalog you have
12:01:07created, the user can see that catalog.
12:01:09Can you see? And once if you like any
12:01:11product, you tap on it and you go to the
12:01:13website to buy it. So this gives you an
12:01:15instant experience. This feature, this
12:01:17middle feature is called as an instant
12:01:19experience feature where it opens into
12:01:21your entire phone screen and it gives a
12:01:22better experience to the user. Okay. So
12:01:26now we are towards lesson number six of
12:01:29u budgeting. So there are two concept
12:01:30that we would understand in this uh
12:01:32lesson um that uh what are app campaigns
12:01:36and now how budgeting works in um paid
12:01:39campaigns. Okay, how do you allocate the
12:01:40budget in paid campaigns? Okay, so I'll
12:01:43start with what is an app campaign. Now
12:01:45we all know what are app campaigns.
12:01:47Okay. When you go to play store. Okay.
12:01:49Uh right now I don't think we'll be able
12:01:51to show I I can let me just show you. Um
12:01:59wait. So
12:02:04see this you like whenever you open your
12:02:07play store you might see some ads
12:02:09popping up like this right which will
12:02:10which will which will call itself as an
12:02:12app uh ad. Okay. So that is what we call
12:02:15as an app app install or app promotion
12:02:18campaign. Okay. Let's say right now also
12:02:21if I um
12:02:24h
12:02:27let me I'm not sure if Amazon is running
12:02:30they're running a normal ad right now
12:02:31not the app install app. Uh but app
12:02:34campaigns are basically
12:02:37um you know brands and businesses they
12:02:39want to advertise their mobile app where
12:02:41they can reach out to their TGS right so
12:02:44to get more engagement um u you know app
12:02:48developers tend to collaborate lot with
12:02:50blogger influencer and some website
12:02:52owner okay and on Google ads especially
12:02:56okay so because where where from where
12:02:58do we install the app we install the app
12:03:00from Google play store right so in
12:03:02Google as we have a specific option to
12:03:04run an app campaign. Okay, I can show it
12:03:07to you on the platform. How does it look
12:03:09like? By the way, to run it, you need to
12:03:11have an access of this platform called
12:03:12as Google ads. Okay, you just need your
12:03:15email ID. If you want to understand how
12:03:17does the platform looks like, you just
12:03:19need your email ID to access this
12:03:21platform. Okay, and you can just say
12:03:22sign in and I'll just show you.
12:03:28Okay. So here
12:03:31um
12:03:36see this here you need to connect your
12:03:38app. Okay. So can you see in Google
12:03:41Play? So if if your brand has an app and
12:03:43you want people to install your app from
12:03:45Google Play, it is very important for
12:03:48you to go over here and connect your
12:03:50whatever uh app. So you need to link
12:03:52your app over here. Okay. Right now I
12:03:55don't have an app but I'm just showing
12:03:56you what exactly it looks like. And
12:03:58whenever we create a campaign on Google
12:04:00ads, we have a specific objective for
12:04:03app promotion. Okay, this one can you
12:04:05see app promotion get more install and
12:04:08engagement in your app. Okay, so what do
12:04:11you want? You want installation, you
12:04:12want some engagement or and again what
12:04:14kind of app it is that you want to
12:04:16promote whether it's an Android app or
12:04:18an iOS app. Okay, so on Google ads we
12:04:20have a specific objective
12:04:23to run an app install campaign or an app
12:04:25engagement campaign. Basically any brand
12:04:28who owns the app and they want as many
12:04:30people to go and install their app or do
12:04:32some inapp engagement they use they run
12:04:35just this kind of campaign. Okay, I
12:04:37can't show you the entire campaign setup
12:04:38because right now we don't have an
12:04:40access to an app. I have an access to an
12:04:42app but that's my client's app and it is
12:04:44unethical to show. Hence I'm just
12:04:45showing you the top level of it. Okay.
12:04:48Um
12:04:50now uh
12:04:53whenever uh basically whenever you
12:04:55create uh an app campaign okay guys to
12:04:58promote your campaign you might you will
12:05:01have to add assets like images video
12:05:04like you know you will try to vouch for
12:05:06that app right you'll show some good
12:05:07pictures you'll show some good videos
12:05:09out there like let's say if I I don't
12:05:11think uh
12:05:15oh I don't I mean even if we go over So
12:05:18it will uh let me see
12:05:23for
12:05:28right now if we see any sponsor that I
12:05:30can try to show it to you. Uh
12:05:36let's see clothing
12:05:42right? So somewhere over here there
12:05:44would be times you would see some apps
12:05:45have been boosted and shown as an ad.
12:05:47Okay, right now it it is usually shown
12:05:50on mobile compared to the desktop
12:05:51version of Google Play. Okay, but you
12:05:53would see I've shown you an example,
12:05:55right? How does an uh uh app install ad
12:05:58look like on Google
12:06:06see this if you're searching for sports
12:06:08game these are some normal apps which
12:06:10are listing but there are some brands
12:06:12who run that app as an ad and ask you to
12:06:15install as much as possible like let's
12:06:17if you're searching for hotel
12:06:18reservation wherever you don't see any
12:06:20ad kind of a prompt that means this
12:06:22other apps are listing organically but
12:06:25for this one for booking.com hotel
12:06:27reservation to shown at the top. The
12:06:29brand is running a app install campaign
12:06:31on Google ads.
12:06:33I hope that makes sense now. Okay. Now
12:06:37um how can you budget your app campaign?
12:06:41Okay. Why budgeting is important?
12:06:44Because um see I mean uh if you give a
12:06:48very less budget you'll get less app
12:06:50installed. If you get a give a very high
12:06:51budget and if the app campaign does not
12:06:54perform well, you might burn out your
12:06:56money. Right? So it is very important
12:06:58for you to give a decent budget to your
12:07:00campaign and experiment with it. Okay.
12:07:03Now we would discuss let me just I want
12:07:06to show you the pointers. Okay. So how
12:07:09exactly do you do the budgeting for app?
12:07:11Coming towards the budgeting part. Okay.
12:07:14uh see based on um basically ideally
12:07:19what you should do whenever you start
12:07:21your campaign for the very first time
12:07:22let's say you're a new brand it's a new
12:07:24app you can't spend very less because if
12:07:27you let's say when I say very less less
12:07:28you're spending only 100 rupee per day
12:07:30you won't get that kind of insight to
12:07:33understand should you put more money or
12:07:35not you can't even start with 10,000
12:07:37rupee a day right even that's a very
12:07:39high budget so you have to find a middle
12:07:40number let's say you can start with
12:07:432,000 000 rupees per day as a daily
12:07:44budget and see what kind of traction you
12:07:47are getting. How many people are
12:07:48installing an app and now in one day you
12:07:50can't take a decision. Okay, today I
12:07:52have spent 2,000 but I have hardly got
12:07:54any response. No, you have to at least
12:07:56experiment it for like a week and see
12:07:59how does your campaign perform. If the
12:08:01campaign performs great, you can feed in
12:08:02more budget. If the campaign doesn't
12:08:04perform great, you can decrease the
12:08:06budget. So this is a good thing of paid
12:08:07campaign that you can keep on tweaking
12:08:10your budget based on based on how it
12:08:12performs.
12:08:13Okay.
12:08:15So that's what when we talk about
12:08:17budgeting that if you're starting it's a
12:08:19new brand new app you're just testing
12:08:21out give a decent budget testing maybe
12:08:23you should have that kind of insights.
12:08:25know it's you're spending only 100 rupee
12:08:27per day 700 rupee a week and you're not
12:08:30seeing much business coming up that that
12:08:32is not enough spend to come through that
12:08:35analysis right so to that to do that
12:08:38analysis to do that hypothesis as well
12:08:40you should spend a decent amount of
12:08:41money okay now uh whenever you are
12:08:45creating a campaign as I've told you
12:08:48first you should know where does your
12:08:50brand where does your brand stand do you
12:08:52want to do awareness of that app or you
12:08:54want people to directly installed the
12:08:55app or if people have already installed
12:08:57the app you want people to do so do some
12:08:59inapp engagement what exactly you want
12:09:01them to do okay so that is what we mean
12:09:03by funnel and goal setting on what
12:09:05channel you would want to promote see
12:09:07this app promotion thing you can do on
12:09:09meta as well you can do on Google as
12:09:11well right so find out the right channel
12:09:13okay compare your KPIs KPIs key perform
12:09:17indicator for example for app
12:09:19installation okay let's say my objective
12:09:22is app installation question.
12:09:26What are the KPIs? What could be my KPI
12:09:28guys? Okay, number of install. Okay, how
12:09:31many people have installed my app? Cost
12:09:33per install like to get one user install
12:09:36my app, how much I'm burning. Okay, and
12:09:39basically my conversion rate. Conversion
12:09:41rate basically number of people who have
12:09:44seen my app, went to the app and out of
12:09:46that how many people have actually
12:09:48installed it. Right? So these are the
12:09:50KPI. So you have to list down what
12:09:52exactly would you track when you're
12:09:54running a campaign. Ideally for an app
12:09:55installation campaign these are some
12:09:57basic KPI that we check.
12:10:00Okay. I hope you guys are understanding
12:10:03whatever I'm discussing. Okay. And then
12:10:06basically your budget how much you would
12:10:08be sending across. Okay. Now uh I think
12:10:12I've already mentioned um there are two
12:10:16major components of budgeting part.
12:10:18Okay. You can do app installation. So
12:10:21see there are two ways you can do app
12:10:22installation through ads. Okay. Here um
12:10:25money is required to spend on app
12:10:27installation through you are running a
12:10:29paid campaign and mobile marketing
12:10:31through an app. here here basically um
12:10:34you know you will try to um basically
12:10:38how should I say um
12:10:42um you're allocating a budget on mobile
12:10:44marketing activities such as you're
12:10:46doing giving some push notification
12:10:48you are some doing some advertising on
12:10:50third party app you're doing some email
12:10:52marketing campaign right there are many
12:10:54mobile app marketing campaigns such as
12:10:57um URL genius mobra zoom these are some
12:11:00of the platforms through which you know
12:11:03you can promote your app install
12:11:05campaign on some third party websites
12:11:07and app as well basically so you can
12:11:09choose where would you want to do
12:11:10ideally the first one works better okay
12:11:15now uh if you are running you are doing
12:11:20um app campaign through a mobile
12:11:23marketing okay uh it would have three
12:11:25phases guys pre-launch app launch and
12:11:28push notification okay pre-launch is
12:11:31basically where um you know your major
12:11:33KPIs would be you'll do some market
12:11:35research, you'll do some testing, you
12:11:38will do app store optimization. App
12:11:40Store optimization is what basically
12:11:42even on play store you want your app to
12:11:44rank higher right so when I search for
12:11:45clothing why Myntra Myntra's app is
12:11:49ranking higher than H&M or then BCO for
12:11:51Zara because they have optimized this
12:11:54page the way you optimize your website
12:11:57for to rank higher on the search engine
12:11:59which is we call as SEO for app we call
12:12:01as ASO app store optimization where
12:12:05basically if anyone on Google play
12:12:07searching for the category where um your
12:12:09app falls into you would want your app
12:12:11to rank higher organically not by paying
12:12:13any money right so you just don't have
12:12:16to rely heavily on running ads you have
12:12:18to make sure this page is also optimized
12:12:20when I say optimize you add all the
12:12:22pictures of your app talk about the
12:12:25review rating like can you see it's a
12:12:27very well- created page right so each
12:12:30and whenever you like whenever you list
12:12:32down your app in the Google play you
12:12:34have to make sure you are using each and
12:12:36every feature like you you have to use
12:12:38important keywords in your uh ASO as
12:12:41well, right? How for SEO you optimize,
12:12:44you create your website on some popular
12:12:45keywords and if somebody is searching
12:12:47for that keyword, your website would
12:12:48rank. Same is the concept for ASO. It's
12:12:51just that the place has changed on for
12:12:52for search for website, you prefer
12:12:55Google search engine result page and to
12:12:57rank your apps higher, you prefer this
12:12:59play store uh Google Play Store as a
12:13:01platform, right? But the concepts remain
12:13:03the same. You're using important
12:13:05keyword, you are adding all the
12:13:06pictures, review, rating, videos,
12:13:09whatever you could do to make your uh if
12:13:11someone is searching for that category,
12:13:13you would want at least in top five or
12:13:15top at least on first page, your app
12:13:17should be shown somewhere organically,
12:13:19right? I hope you are understanding this
12:13:23guys.
12:13:25So you might have to give some
12:13:27influencer budget as well. influencer
12:13:29budget. I mean you can collaborate with
12:13:31depend Tanme there are so many people
12:13:34like if you if you watch Tanme show um
12:13:37he he created lot of uh review videos
12:13:40and all of that there he at the start he
12:13:42promotes some brands and he say go and
12:13:44install that app and get 200 rupees off.
12:13:47So you can do some such kind of
12:13:49influencer collaboration as well. You
12:13:51can create some viral marketing campaign
12:13:54right. Uh once this is pre-launch,
12:13:57pre-launch is before launching you're
12:13:58creating that buzz. When your app
12:14:00launch, you have to check that what is
12:14:02your cost per install and cost per
12:14:04action. Cost per install is how much
12:14:06you're paying to get that app installed
12:14:09and cost per action is once the app is
12:14:12installed. The activity that you want
12:14:14people to do do once they install the
12:14:16app, how much you are paying for that.
12:14:18For example, for Myntra app install
12:14:21would be people install the app. But
12:14:23what would be cost per action that
12:14:24people are going to Myntra apps and from
12:14:26the app they are buying the product
12:14:28right let's say if you are a trading app
12:14:31then you would want people to install
12:14:33the trading app open their brokerage
12:14:35account in that app and start trading
12:14:38right so that is what we call as cost
12:14:40per action and then after app launch you
12:14:43can do a lot of push notification push
12:14:45notification you see those pop-up coming
12:14:46up on your phone right um where um pe it
12:14:50will ask you to go like You see there
12:14:53are so many apps who give you so much
12:14:54notification like Zomato, Swiggy, they
12:14:57keep on giving you notification to go
12:14:58and open an app and see what is the new
12:15:00food out there right will give you a
12:15:03push notification for you to go and
12:15:05check there are some additional offers
12:15:07on your favorite product right so you
12:15:10can do all this activity to to check how
12:15:14your app campaigns are performing
12:15:15basically even if I just mention
12:15:17randomly Myntra I won't be able to do
12:15:20because can you like I can select over
12:15:22Myntra. Okay, I can say continue. But
12:15:24the thing is I won't be able to do the
12:15:26further setup because I need access of
12:15:28Myntra over here. But again on Google
12:15:30ads also it is like this only. You can
12:15:31select what location you would want to
12:15:34target, what language you would want to
12:15:36target. Okay, you can uh you can like
12:15:40you can u put a start and end date to
12:15:42it. You can give some budget how much
12:15:45you want to run for this campaign.
12:15:47Right? Uh here you can u create your
12:15:50final ad. Right? Basically see this. It
12:15:53would look something like this.
12:15:55Can you see
12:15:58like I have created the entire ad here.
12:16:00You'll have to give some headlines,
12:16:01description and 10 other things. But uh
12:16:05see on on different place how your app
12:16:07install ad would look like. See this on
12:16:09I can show you on play store how it
12:16:11would look like. See
12:16:13so on play store it would look something
12:16:15like this.
12:16:17It will show as an ad.
12:16:21You see related app as an ad. Myntra
12:16:24could be showcased on YouTube also you
12:16:26can show your app install ad not
12:16:28necessary on play store on YouTube also
12:16:30you can do that. So this is this preview
12:16:33is basically on different place of
12:16:35Google. So Google search pay how it
12:16:38would look how it will look on play
12:16:39store how it would look on YouTube how
12:16:42it would look on the discover section of
12:16:43Google. Discover section is where you
12:16:45see all the news right and how it would
12:16:47look on some third party websites and
12:16:49apps. So as I've told you, Google has
12:16:51also collaborated with lot of third
12:16:53party websites and app to show their
12:16:55ads. So how it would look over there.
12:16:58Okay. So I hope this gives you a basic
12:17:02information of app promotion campaign on
12:17:05Google ads. Okay. Now we'll go towards
12:17:08the next concept which is goalbased ad
12:17:10campaign. Okay. Goalbased ad campaign is
12:17:13nothing but guys
12:17:16see it is nothing but your choosing what
12:17:20is the goal what is the objective behind
12:17:22you're running your campaign because if
12:17:24you select the right goal you can reach
12:17:26out to the right audience uh you can
12:17:29validate their uh investment and you can
12:17:31improve your targeting as well. Okay. So
12:17:34your smart goal stands for like this
12:17:37thing smart goal would stand for
12:17:39specific, measurable, achievable,
12:17:42relevant and time bound. Okay. So
12:17:45whenever you're running any digital
12:17:47marketing campaign, you think it from a
12:17:50smart goal perspective. Okay. When we
12:17:53say specific, the objective that you're
12:17:55choosing to run your campaign needs to
12:17:57be very specific like okay, I want
12:17:59reach, I want traffic,
12:18:02I want sales, I want leads, right? So
12:18:04that is what we mean by specific.
12:18:06Measurable is basically if you're
12:18:08running any campaign, you should measure
12:18:10the impact, right? Achievable is like
12:18:12you can't like those goals that you have
12:18:16thought should be in the achie
12:18:17achievable stage as well, right? You
12:18:19can't create an un unrealistic goal,
12:18:22right? For example, an unrealistic goal
12:18:24would be today only I want to increase
12:18:27my followers to one lakh. Not possible
12:18:30at all, right? It should be relevant.
12:18:32You should show your campaign to
12:18:34relevant audience and it should be time
12:18:35bound. When I say time time bound,
12:18:38imagine you can't run one campaign and
12:18:41show the same advertisement to the same
12:18:43audience again and again and again
12:18:44because they will get frustrated. Right?
12:18:46So when we say time bond you need to
12:18:48change your you can you have to keep on
12:18:49changing your communication you need to
12:18:52keep on changing the audience like try
12:18:54showing ad to different audience out
12:18:55there different buckets out there right
12:18:57because if you just repeat the same
12:18:59thing again and again in your
12:19:00advertisement the customer would will
12:19:02get bored eventually
12:19:04okay
12:19:06so whenever you create a smart goal your
12:19:09smart goal can be measured uh and it can
12:19:12be measured either in a way to by
12:19:15checking how how much traffic it has
12:19:16increased on your website or how much
12:19:19leads you have got or how much return on
12:19:21ad spend you have got. I think I've
12:19:23already explained you what is rorow
12:19:25basically 2x return 3x return or how
12:19:27much awareness you were able to
12:19:29generate. Okay. So like whenever
12:19:32basically this is a basic whenever you
12:19:33create a campaign
12:19:35think sit and figure out all this basic
12:19:38thing that what is your goal what is
12:19:40your objective whom you want to show
12:19:42your ad who's your exactly TG is your TG
12:19:45an HNI audience or a normal audience or
12:19:47a middle-class audience right think it
12:19:50from all this perspective what are the
12:19:52things that you would track to
12:19:54understand is your campaign performing
12:19:56well or not right
12:19:59I hope you guys are able to understand
12:20:01what I'm trying to say with this topic.
12:20:03Then we have something called as
12:20:05marketing budget. Now I mean for
12:20:08marketing budget guys here how to spend
12:20:12where to spend nowadays because you have
12:20:13so many option you need to know what are
12:20:16the right platform where you can spend
12:20:18okay so um basically marketing budget is
12:20:21a budget for an organization campaign or
12:20:24for the advertising purpose. Okay. Um
12:20:27now why do we allocate a budget to
12:20:29execute some social media campaign uh to
12:20:32put some money in my website maintenance
12:20:34to track the service to do some
12:20:36remarketing to run some paid campaigns.
12:20:38Okay. Now uh what are some best so you
12:20:42guys okay you guys are very new in this
12:20:44industry so ideally no one will approach
12:20:47you in this way because you'll be still
12:20:48an executive. Ideally this budgeting
12:20:51part or the strategy part is something
12:20:52that you guys do when you come to a
12:20:55manager position after four to five
12:20:57years in this particular industry. Okay.
12:21:01Now what are some best practices when it
12:21:03comes to the marketing budget. Okay.
12:21:05Let's discuss this one by one because if
12:21:07you know this best practices you can
12:21:09create a decent plan for budget
12:21:11allocation. Okay. First thing uh
12:21:16whenever you're putting a budget you
12:21:18should know you are putting money for
12:21:20the right goal. Okay. Uh you need to
12:21:22create that budget plan based on your
12:21:24audience and your yearly plan. Okay. You
12:21:27need to calculate the ROI. Would it be
12:21:29profitable for me to put money in this
12:21:32platform? For example, okay. Um
12:21:38let's say your client want leads but
12:21:39they want quality leads. Now one of the
12:21:43way to achieve quality leads is to run
12:21:45ads on Google search. Like when a person
12:21:47is searching for the keyword, your ad
12:21:48has been shown to them because they give
12:21:50quality leads. Okay? Instead of this,
12:21:52let's say you spend money on meta ads,
12:21:54it won't perform well, right? So you
12:21:57have to calculate the ROI that which
12:21:59platform will give me better ROI. You
12:22:01know that Google and Meta are the most
12:22:03popular platform. So your major budget
12:22:05allocation will go to these two platform
12:22:07only. And in general like for the seven
12:22:10years of my career I have seen in paid
12:22:11campaign the first priority is always
12:22:13Google and meta then if the client is
12:22:16left out with some budget or they want
12:22:18to do some experimentation they will run
12:22:20put some money on LinkedIn they'll put
12:22:22some money on influencer they'll put
12:22:23some money on snap twitter other search
12:22:26engine and all of that but usually for a
12:22:30brand the first choices have always been
12:22:32Google and meta because that's where
12:22:34major amount of audience are there right
12:22:37they know that Google and Meta will give
12:22:38you better ROI and then they'll keep
12:22:41some budget for experimentation part
12:22:43where they can experiment with some
12:22:44other platform OTDs and e-commerce right
12:22:48now whenever you work on this budget
12:22:51allocation guys sit with your sales team
12:22:53because they have some very good insight
12:22:55that they can share with you right they
12:22:58also know because they do lot of calling
12:23:00they talk to so many people they get an
12:23:02understanding where the so see what
12:23:04happens when whenever you do lead
12:23:06generation okay let's Say you're doing
12:23:07lead generation from Google ads, meta
12:23:09ads and all 10 other platform. That lead
12:23:12data goes to your sales team. Right? Now
12:23:15when the sales team call they also do an
12:23:17analysis that from which platform we are
12:23:20getting better quality leads. Okay. So
12:23:22let's say your sales team have seen for
12:23:24the last one month the lead that you are
12:23:27passing out from Google ads and the
12:23:29leads they are getting from meta ads.
12:23:30Google ad leads are converting much more
12:23:32faster than meta. So they will sit and
12:23:35give you this feedback because they are
12:23:36the one who does the calling work right
12:23:39uh not just for lead generation for
12:23:41e-commerce as well because sales teams
12:23:43are so much involved in talking to
12:23:44people and all they can give you an
12:23:46insight right where what what kind of
12:23:48audience are coming better in quality or
12:23:50quantity from which platform. So
12:23:52collaborate with your sales team they'll
12:23:54give you much more better guidance when
12:23:55it comes to budget allocation. Okay.
12:23:59Again uh use some different approach.
12:24:01There should be a room to experiment as
12:24:02well like you can't just blindly put
12:24:04your money like you yes Google and meta
12:24:06the popular platform but how would you
12:24:09understand if other platform would also
12:24:11perform well for you when you do some
12:24:12experimentation okay like I have done an
12:24:15experimentation for when I came across
12:24:17that LinkedIn ads also perform really
12:24:18well for some of my client how did I got
12:24:21to know when I spent some 10,000 20,000
12:24:23to see how it works right so you should
12:24:26try different techniques you should try
12:24:28different communication you should try
12:24:29different product or you should platform
12:24:32basically uh and find out apart from
12:24:35Google and meta what are other platform
12:24:36which will work well for you guys again
12:24:39track your KPIs and use data for
12:24:41insights when I say use data for insight
12:24:43as I've shown you you are getting a data
12:24:46that Google search is performing better
12:24:48than meta choose Google search right you
12:24:51are getting a data that for your
12:24:53campaign let's say you're targeting an
12:24:55audience from 18 to 60 and you
12:24:57understood the people who are converting
12:24:59are majorly from the age group of 24 to
12:25:0135, then don't target 18 to 60. You only
12:25:04target 24 to 35, right? And
12:25:09the last part of this lesson number six
12:25:12is basically how do you track and
12:25:15analyze the performance of competitor.
12:25:17Okay. Now, um see ideally you should
12:25:21track right what your competitor are
12:25:23doing, where do they stand? Okay. So uh
12:25:27basically um on Google ads okay we have
12:25:32an option of auction insights okay I'll
12:25:35show you I mean on my platform I can't
12:25:37show you but I can show you how does it
12:25:39look like uh
12:25:42okay so on Google ads this is this is a
12:25:46very good uh section called as auction
12:25:48inside I can't show you auction inside
12:25:50because I'm not running any campaign in
12:25:52this particular this dummy account this
12:25:54is my dummy account that I use to for
12:25:56training purpose but there's this
12:25:59feature of auction inside. Now what does
12:26:01this auction inside shows you? You know
12:26:03let's say you and this is specifically
12:26:05for your search ads. Search ads are
12:26:07basically the one that appear when you
12:26:09search for any keyword let's say health
12:26:11insurance right now with this auction
12:26:14insight.
12:26:15This this particular page will tell you
12:26:18that okay you know see on an average in
12:26:22a day you have a chance to show your ad
12:26:24100% of the time right which is very
12:26:26obvious. This auction inside will tell
12:26:28you that out of 100% of the time how
12:26:32much time your ad has been shown. For
12:26:34example see this there's a table called
12:26:35as impression share. Impression share is
12:26:37out of 100% of the time where there's a
12:26:40section of you. U you is that is you
12:26:42would mean it's you but it's it's your
12:26:45brand. Okay, over here let me just open
12:26:47this in a better view
12:26:51see this you would see something called
12:26:53as you means out of 100% your ad is only
12:26:56shown 15% of time now this auction
12:26:59insight will tell you which are the
12:27:02competitors who are taking this
12:27:04impression share from from you okay so
12:27:06let's say if someone is searching for uh
12:27:09digital marketing right let's say we as
12:27:12a brand are standing at 15% of
12:27:14impression share. So which are the
12:27:16competitors who are taking major amount
12:27:18of impression share is something that
12:27:19you get in auction inside. So here you
12:27:21could see there's udei.com there's
12:27:23linkedin.com. So they are when when a
12:27:25user is searching for uh digital
12:27:27marketing yes your ad is being shown
12:27:29only 15% of the time rest of the times
12:27:32are taken from your competitor and with
12:27:33auction inside you can understand from
12:27:36which are the competitors are taking
12:27:37away this traffic from from your brand
12:27:39right they are the one who are appearing
12:27:41above you and they're taking up out your
12:27:43traffic right so basically this
12:27:46particular reporting in Google ads is
12:27:48very great basically auction insight
12:27:51will help you understand that okay If
12:27:54which are the compet where do we stand
12:27:55amongst our competitor when it comes to
12:27:57showing our ad like out of 100% only 15%
12:28:00of the time my ad has been shown that
12:28:03means I'll have to increase more budget
12:28:05I'll have to probably use better
12:28:07performance I'll have to use better
12:28:08communication right uh I'll have to use
12:28:11better strategies so auction insight
12:28:13will track the performance of your
12:28:15competitor and will give you an idea uh
12:28:18of the work that needs to be done from
12:28:20your end like if you're losing so much
12:28:21slot from your competitor how you can
12:28:23buckle up there. Right? So this report
12:28:26we p I personally use a lot to
12:28:28understand where do I stand amongst my
12:28:30competitor for the category for which
12:28:32I'm running ad. Let's say for imagine
12:28:35this is like a random example. Let's say
12:28:37this is for a digital marketing uh
12:28:39service category or a training category.
12:28:42So let's say from here you'll understand
12:28:44okay out of 100% of the time my brand ad
12:28:46is only shown 15% of the time. Why? How
12:28:48these computers are taking so much
12:28:49traffic? You have to deep down and find
12:28:51that out. Right? I hope that makes sense
12:28:59now. Uh so you will have to see all
12:29:02these metrics to understand
12:29:05where your competitors are taking away
12:29:08your traffic. Okay, I've already talked
12:29:10about impression share. Impression share
12:29:12is nothing but basically if your ad has
12:29:14been can show 100% of the time. out of
12:29:17that how many% of the time your ad has
12:29:20been actually shown. Okay. So there's a
12:29:22formula to calculate the impression
12:29:24share is basically you're dividing the
12:29:26total impression that you have received
12:29:27by the total impression you are eligible
12:29:29to receive. Let's say you are eligible
12:29:31to receive 1,000 impression but out of
12:29:33that you have only got 100 impression.
12:29:36This will give you a form this will give
12:29:37you a metric called as impression share.
12:29:40Okay.
12:29:42Then you have a metric call as
12:29:44outranking uh outranking share.
12:29:46outranking share will tell you um that u
12:29:50you know how often your ad has been
12:29:52ranked higher in the auction than other
12:29:55advertiser. Okay. Uh and what are the
12:29:58reason you are missing out on that slot?
12:30:01For example, see there's something
12:30:03called as uh top of the page and
12:30:05absolute top of the page. What do I mean
12:30:07by that? Okay, so see this. Imagine you
12:30:11are a policy bazar or you are um let's
12:30:14say you're SDFCO. Okay. Okay. And if
12:30:16someone is searching for health
12:30:17insurance,
12:30:19what is absolute top? If you want to
12:30:22show your ad over here, the first ad is
12:30:24called as an absolute top of the page
12:30:26ad. Anything below that. So like right
12:30:28now below this, we have a star health
12:30:30ad. This is called as top of the page
12:30:32ad, right? So you should also track okay
12:30:35how many time your ad has been shown on
12:30:36absolute top and how many times your ad
12:30:38has been shown on top of the page,
12:30:40right? Because you should always aim to
12:30:42be there at the top, right? Because you
12:30:43know le very less people will take
12:30:46effort to go down and go and click on
12:30:48your ad right so you have to make sure
12:30:52you see all these metrics and understand
12:30:55where are you losing out okay where are
12:30:57you losing out from your competitor if
12:31:00you're observing that okay policy bazar
12:31:02is always ranking higher on the absolute
12:31:05top so then see what are they doing try
12:31:08to see it could be they are spending lot
12:31:10of money as well there are many brand
12:31:12who
12:31:14spend extra on Google to to get this
12:31:17slot.
12:31:19Okay? If you want your ad to be shown on
12:31:21absolute top, you'll have to pay much
12:31:22more higher than a normal ranking like
12:31:25this or ranking at the bottom. Right? So
12:31:29you know where like let's say you're
12:31:30saying your competitors are taking lot
12:31:31of slot. They are taking 80% of your
12:31:34absolute top ranking slot. Then you'll
12:31:36also have to increase your budget.
12:31:38That's how you do your budget
12:31:39calculation. Right? If I search for this
12:31:41keyword Myntra. Okay. Uh right now it's
12:31:44not appearing. Let's try for Amazon.
12:31:48So there are brands. Okay. Right now I'm
12:31:50not sure why is it not appearing. I'll
12:31:52try in cognitive mode as well to see.
12:31:57See there are many brands who run ad on
12:32:00their own keyword. So let's say if
12:32:02someone is searching for Myntra guys
12:32:04imagine if Myntra doesn't run this ad.
12:32:07Still Google will first show Myntra's
12:32:09website organically because it's their
12:32:11own brand keyword and it's their their
12:32:13own brand website. But still Myntra is
12:32:16running ad on this keyword. Why? You
12:32:17know because you as a see let's say I am
12:32:21Amazon. Okay. I can run ad if someone is
12:32:25searching. So what what many people do?
12:32:27They run ads on their competitor
12:32:29keyword. So Amazon knows that Myntra is
12:32:31very popular. Let's take some traffic
12:32:33away from Myntra. How would they do
12:32:35that? So if someone is searching for
12:32:37Myntra, Amazon can show their ad over
12:32:39here. Now Myntra knows this. Myntra
12:32:41knows that Amazon can't do this. So what
12:32:43what Myntra is trying to do? Myntra is
12:32:46trying to show ads on their own keyword.
12:32:48Okay, organically. So yes, Google will
12:32:50give ranking to Myntra. But if Myntra
12:32:53doesn't run this ad over here, there's a
12:32:55good chance the competitor would add
12:32:57would run ad in this keyword and they'll
12:32:59take away this slot.
12:33:02Right? Similarly, you might do you might
12:33:04see Amazon. Can you see Amazon is also
12:33:06doing this if someone search for Amazon?
12:33:09Yes, organically Amazon will rank
12:33:10higher. But if Amazon doesn't run this
12:33:12sponsored ad, Myntra can show ad uh on
12:33:16this slot. If someone is searching for
12:33:18Amazon, Myntra can show their ad over
12:33:19here because they want to take the top
12:33:20of the absolute top of the slot. Right?
12:33:23So there are many popular brand who run
12:33:25ads on their own keyword because they
12:33:28don't want competitor to take away their
12:33:29traffic. Now with this auction report
12:33:32that I've shown you, there are some
12:33:33limitation as well. It is only available
12:33:36for some high traffic keyword. You can
12:33:37understand that for which high traffic
12:33:40keyword you're missing out that slot
12:33:42compared to your competitor. Uh it is
12:33:44again available for only 24hour. Um
12:33:48it will show you a keyword performance
12:33:50based on impression share. It will show
12:33:51you that you know how much percent of
12:33:53impression has been taken away from your
12:33:55competitor. And um yeah it won't tell
12:33:58you details like uh like this auction
12:34:01report won't tell you that okay how much
12:34:03bidding your comp like how much bid your
12:34:06competitor is giving to get that slot
12:34:08like you know what are bidding strategy
12:34:10that your competitor is applying to get
12:34:12that top of the slot or taking that
12:34:13highest amount of impression share. So
12:34:15this report won't tell you that okay how
12:34:18much the competitor is paying to Google
12:34:20to get that slot maximum amount of time.
12:34:23You won't you don't get that insight.
12:34:25Okay. Now, uh in this last lesson guys,
12:34:29we'll understand what are bidding
12:34:31strategies. Okay. What is bidding?
12:34:33Bidding is nothing guys but auction.
12:34:36Okay. So, whenever you want to show your
12:34:39ads on Meta or Google, you have to bid
12:34:41certain amount of money. You know what
12:34:44is auction right? Let's say you would
12:34:45have seen in pictures what is auction.
12:34:47Let's say uh there could be some picture
12:34:49where a house is getting auctioned out,
12:34:52right? There are people who are bidding
12:34:53for it. Someone will say 1 cr, someone
12:34:55will say 2 crores are the one who bid
12:34:57highest, they get that house, right?
12:35:00Same is the concept over here as well.
12:35:02But
12:35:03in bidding strategy guys, so see Google
12:35:07or Meta would not only see how much
12:35:10you're bidding and give you the slot.
12:35:12Okay? Otherwise all the big brand will
12:35:15usually win that slot because they have
12:35:16more money in the pocket. They'll bid
12:35:18higher and they'll win the auction.
12:35:20Right? So but that's not the case on
12:35:22Google or on Meta or any other paid
12:35:26campaigns guys
12:35:30the platform let's say in our case
12:35:32Google Google will see okay how much
12:35:34you're bidding how much you are
12:35:37playing for the auction but apart from
12:35:40that Google would also check that um
12:35:44like how well your campaign is created
12:35:46how what good how well you have created
12:35:49your ad how well is your landing page
12:35:51created right so Google will also Google
12:35:54or any other platform will also check
12:35:56the quality of your campaign let's say
12:35:57you're bidding very high but the quality
12:35:59of your campaign is not that great you
12:36:01won't win that auction okay so you have
12:36:04to make sure both the things are on
12:36:05point you are bidding well and you have
12:36:07a good campaign as well when I say good
12:36:09campaign good ad communication good
12:36:12landing page you're targeting the right
12:36:13audience you're not misleading them
12:36:16right your website is loading very
12:36:17quickly it is well optimized for mobile
12:36:19and desktop top both these are some
12:36:21hygiene check that Google will see okay
12:36:24so you say okay a lot of money but I
12:36:26won't look after all this factor Google
12:36:28will also not give you higher ranking or
12:36:30even meta won't probably prefer your
12:36:32brand they'll take some other another's
12:36:34brand and show their ad over there right
12:36:37so now in bidding guys um
12:36:41there are two approach okay there are
12:36:43two common bidding approaches one is
12:36:45that um you bid the highest okay
12:36:49basically Basically, you'll tell Google
12:36:51that this let's say in bidding
12:36:53strategies guys, there are two ways to
12:36:55do this bidding strategy. Okay. Um like
12:37:01I'll just give you an example. Okay. Um
12:37:06so this highest volume bidding strategy
12:37:08is usually that see let's say you have a
12:37:11budget of 10,000 per day. Okay, you are
12:37:14just trying to tell Google, Meta or
12:37:16whatever the platform is that this is my
12:37:18budget and within this budget
12:37:22give us
12:37:24as many click as possible. Okay. So what
12:37:27will happen? You are just giving a
12:37:29budget to Google or any other platform.
12:37:31They will participate in all the
12:37:33auctions and they will bid higher for
12:37:35you guys and get you that click or will
12:37:38get you that conversion. Okay. But then
12:37:40there's a bidding strategy like cost cap
12:37:44where
12:37:46you are saying that yes you have 10,000
12:37:47rupees per day as a budget. You want
12:37:50clicks as well but you don't want to pay
12:37:52more than 10 rupees per click. Let's say
12:37:55you have a limitation because see in
12:37:57this highest volume bidding strategy
12:37:59what will happen [gasps] when you use
12:38:01this highest volume kind of bidding
12:38:02strategy Google will participate in all
12:38:04the auction even if that auction is
12:38:05going very high in bidding. Let's say
12:38:07the competitors are bidding 100 rupees.
12:38:09You will bid 200 rupees or 150 or 101
12:38:12and win that auction. But what will
12:38:13happen? You'll win the auction. But the
12:38:15clicks that you have got is a very
12:38:16expensive click. You have paid 101
12:38:18rupees to get that click. And not every
12:38:21other brand is comfortable doing that.
12:38:23Right? So they choose an another bidding
12:38:26strategy where they give a limit that
12:38:28okay I want click but I don't want to
12:38:29pay more than 10 rupees per click or I
12:38:32want conversion but I don't want to pay
12:38:34500 rupees per more than 500 rupees per
12:38:37conversion. So what happened in this
12:38:39kind of situation Google will only
12:38:43participate in those auction or any
12:38:45other platform. Okay, I'm just giving
12:38:47Google as an example but other platform
12:38:49also they'll participate only on those
12:38:52auction where they think that yes they
12:38:53can give you a click at 10 rupee. If
12:38:56they think the au the competitors are
12:38:57bidding very high 200 500 and your limit
12:39:00is only 10 rupee per click the platform
12:39:02won't participate in that auction and
12:39:04the platform won't give you clicks also.
12:39:06So your money won't get wasted basically
12:39:09right and you won't even end up paying
12:39:11so high right. So there are two again in
12:39:14bidding strategy the people who have lot
12:39:16of money in their pocket to run ads they
12:39:18usually prefer the highest volume one
12:39:20they like you know let the platform
12:39:22spend and get us as as many clicks or as
12:39:24many conversion as possible. Usually the
12:39:26startups who are experimenting with so
12:39:28much so much big of media spend they
12:39:30might use this bidding strategy where
12:39:32they don't have constraints but if you
12:39:34have some constraints with cost per
12:39:36conversion cost per click cost per lead
12:39:39you have to have a you have to use a
12:39:40bidding strategy where you give a cap to
12:39:42those platform that hey I want
12:39:45conversion I want lead I want sale but I
12:39:47can't pay more than this amount. Okay.
12:39:50So if you can't pay more than this
12:39:52amount, those platform will only
12:39:53participate in the auction if you can
12:39:55get a conversion or cost per conversion
12:39:58at that cost. If you can't get a cost
12:40:00per conversion on that cost, they won't
12:40:02participate. Your money won't get wasted
12:40:04at all. So as I've told you in bidding
12:40:08strategy when it comes to getting
12:40:10clicks, okay, there are two kind of
12:40:12bidding strategy. Manual CPC and
12:40:14maximize click. Okay? So for every
12:40:16objective you have different bidding
12:40:18strategy. Okay. So if your objective is
12:40:22traffic
12:40:23okay you have two bidding strategy
12:40:27maximize clicks and manual CPC. In
12:40:30maximize click guys is the same thing.
12:40:32You are trying to tell Google that this
12:40:34is my budget and get me as many clicks
12:40:36as possible. But in manual CPC bidding
12:40:39strategy you are trying to tell Google
12:40:41that yes I need clicks but I can't pay
12:40:44more than 20 rupee per click. So you're
12:40:46giving that cap to Google.
12:40:48Okay. So maximize bidding see maximize.
12:40:51So there's maximize click as a bidding
12:40:54strategy is more under Google's control.
12:40:56Manual CPC bidding strategy is more
12:40:59control with you like you can take more
12:41:00control in this bidding strategy.
12:41:03Okay. Now what are benefit of using
12:41:06right bidding strategy? first yes it
12:41:08automates your process. uh if you are
12:41:10using a bidding strategy where uh Google
12:41:12takes the control it is getting
12:41:14automated right I mean for a for a
12:41:17bidding strategy like manual CPC where
12:41:18you have to put your intervention it
12:41:20takes a lot of time but uh bidding
12:41:22strategy can automate your process if
12:41:24you use a bidding strategy that Google
12:41:26take a charge of right so here you don't
12:41:28have to get lot of intervention when it
12:41:30comes to how much you want to bid right
12:41:33for example in manual maximize click
12:41:35Google will take the control you have
12:41:36don't have to give any intervention but
12:41:38in manual CP PCS you'll have to keep on
12:41:41changing that limit sometime you might
12:41:43increase sometime you might decrease so
12:41:44that need lot of human intervention
12:41:46right so depend on what bidding strategy
12:41:49you're using again if if you're using
12:41:51this maximize click bidding strategy it
12:41:54will have the uh artificial intelligence
12:41:57integration over there okay it will use
12:41:59AI um to focus on some keywords and
12:42:03eliminate some human error out there
12:42:05okay again choosing a right bidding
12:42:07strategy will optimize your budget
12:42:09properly and it will spend properly.
12:42:12Okay. So you use a bidding strategy
12:42:14which is which matches your goal. As I
12:42:18told you there are some clients who are
12:42:19okay uh who have that kind of budget who
12:42:22are okay to experiment and let um
12:42:26let that platform gives you as many
12:42:28clicks as possible. There are some and
12:42:30now there are some platform there are
12:42:32some advertiser who want to control
12:42:35every penny that they're spending.
12:42:37Right? So you choose the right bidding
12:42:38strategy which can give you optimal
12:42:40results.
12:42:43Okay,
12:42:45I hope I'm clear with this. Now you also
12:42:48have something called as portfolio based
12:42:50bidding strategy. Here again it is an
12:42:52automatic bidding process which will
12:42:54focus on multiple campaign or multiple
12:42:57keyword or multiple ad group. Basically
12:42:59let's let's say you have 10,000 campaign
12:43:02or you have 10,000 keywords in in your
12:43:04account and for all of them you just
12:43:07want to use one bidding strategy you can
12:43:09create a portfolio bidding strategy.
12:43:10Portfolio is like it will be applicable
12:43:12for multiple campaign multiple ad group
12:43:14or multiple keywords.
12:43:17Okay.
12:43:21So basically in portfolio bidding
12:43:23strategy you're trying to um creating
12:43:26you are trying to create an automatic
12:43:28bidding process which focus on
12:43:30integrating multiple keyword or multiple
12:43:33campaign. Okay. So like for let's say
12:43:36you have multiple keywords multiple
12:43:38campaign or for all of them you have a
12:43:40same kind of results that you want to
12:43:41achieve you create a portfolio based
12:43:43bidding strategy. Okay.
12:43:46And again I I think I've already
12:43:48mentioned this manual bidding automated
12:43:49bidding. In manual bidding you give a
12:43:51limit. Okay, it is a process where you
12:43:54have to manage every bid that you want
12:43:56to put. Again here the problem could be
12:43:59you can do some human error. Let's say
12:44:02because you will be changing that bid
12:44:04very frequently. Sometime instead of
12:44:06adding one zero you can add two zero
12:44:08right sometime rather than thousand
12:44:11writing 1,000 you might write 10 rupees.
12:44:13So that you are more more prone to human
12:44:16error. Whereas in automated bidding
12:44:18because that uh platform the AI the
12:44:21automation is taking charge there's less
12:44:23scope of human error over there. Okay.
12:44:26But still if you are very vigilant
12:44:28person I would say you can proceed with
12:44:31manual bidding. For manual bidding you
12:44:32have to be very vigilant because you
12:44:34keep on changing that bidding based on
12:44:36the auction.
12:44:38For example Diwali may there's so much
12:44:40competition right? People are in that
12:44:42mood to shop and all. So you have to
12:44:44increase your bid right but after Diwali
12:44:47you might have to decrease your bid
12:44:48because people won't buy much now
12:44:51because they have already spent so much
12:44:52in Diwali correct
12:44:57so um basically how do you start your
12:45:00bidding guys you start with a lower bid
12:45:04you take a basic budget okay later on
12:45:07you see how the performance is there you
12:45:10see some history and based on the past
12:45:13performance promise you tweak your bids.
12:45:15Okay? Never start full-fledged that I'll
12:45:17bid 100 rupees, I'll bid 1,000 rupees.
12:45:19No, start with slow. See, see how does
12:45:23that campaign perform in that limited
12:45:25amount, in that limited bid and by by
12:45:27seeing your past performance, you can
12:45:29make those changes.
12:45:31Okay. Uh mix metapixel is something I've
12:45:34already discussed. I I don't think I
12:45:36have to discuss this again. I've already
12:45:38shown it to you on the platform. What
12:45:40are features? I've already talked about
12:45:42this extension as well. Always use this
12:45:44Chrome extension called as Metapixel
12:45:46helper to check if that code is placed
12:45:49properly on the website or not. I've
12:45:51already discussed this. Um I I've
12:45:54already shown you where you have to go.
12:45:57So the steps which are there in the PPT
12:45:58I've shown you practically that we went
12:46:01to events manager, we said create pixel,
12:46:03we took that base code. So I've shown
12:46:05you the steps practically ideally I've
12:46:08already shown you where to paste the
12:46:10code right header section. So that was
12:46:12I've I've already talked about it.
12:46:14Correct. U
12:46:16benefit again I've already mentioned to
12:46:19get that remarketing audience to track
12:46:21what your users are doing you need that
12:46:23metapixel correct. Um so I don't think I
12:46:26have to reiterate again. I've also
12:46:28talked about what are different kind of
12:46:30code right like um your custom events
12:46:33are the one that I've uh like you have
12:46:36custom events and custom conversions. So
12:46:38I've that that URL that I've given where
12:46:40you could track page view add to cardart
12:46:42those were your custom conversion custom
12:46:44events are some personalized you know
12:46:46specific things that you want to track
12:46:48like which are only specific to your
12:46:50brand let's say you want to track how
12:46:52many people have used um
12:46:56how many people have came to your
12:46:57website and bought a product with that
12:46:59influencer code right for example like
12:47:02this track share discount 20%. So that
12:47:05is what we call as custom event. Now to
12:47:07create custom event guys um it will be
12:47:10daunting for you guys. You are very new
12:47:11to this concept but you should just know
12:47:13the theory of it that what is custom
12:47:15event and what is custom conversion.
12:47:16Custom conversion is that URL that I've
12:47:18given you in the chart where by default
12:47:20meta is created different custom
12:47:21conversion. Custom event is very
12:47:23specific to your brand. You want to
12:47:26track very minute thing very specific
12:47:28thing with with respect to your brand.
12:47:30You can create some custom events. Okay.
12:47:33uh standard events I have already taken
12:47:35you through that right ex I we have I've
12:47:37already given you given you an URL for
12:47:39this in the chat so please refer to that
12:47:41URL
12:47:44okay so I think we have discussed the
12:47:48theory part uh I have already taken you
12:47:50through the budgeting part of campaign
12:47:53how on what basis um we decide the
12:47:56budget now I'll just quickly show you
12:47:58how this campaign bidding strategy looks
12:48:00like on Google ads okay So let me by the
12:48:03way uh whenever you refer to the PPT you
12:48:05can refer to the recording or you can
12:48:07refer to the steps which are given over
12:48:09here as well. Okay but um let me just um
12:48:14show you this. Okay. So we will again go
12:48:18back to our Google ads account. So this
12:48:21is the last part and then we are done
12:48:22for the day. So what you can do you can
12:48:26also sign into Google ads and follow the
12:48:28steps that are given over here. Okay. So
12:48:31I have not I'm not running any campaign
12:48:33over here but I can show you all the
12:48:35bidding strategy at least. Okay.
12:48:38So on Google ads you can create a
12:48:40portfolio-based strategies. Okay. So you
12:48:43have to go under tools and you can find
12:48:45this portfolio based bidding strategies.
12:48:47Okay. Now see this how it looks like
12:48:49here. See basically let's say you have
12:48:51multiple campaign running. By the way
12:48:53these are the amount of bidding
12:48:54strategies that you can use on Google
12:48:56ads. Okay. uh let me just explain it to
12:48:59you one by one. I've already talked
12:49:01about maximize click right. So let me
12:49:05take you through other bidding strategy
12:49:07first theoretically
12:49:09quickly. Objective is uh leads or app
12:49:12install then you can use maximize
12:49:17conversion or target CPA if your
12:49:21objective is sales.
12:49:24Okay. So guys, for every objective on
12:49:27Google ads, you have different bidding
12:49:28strategy. Okay. Again, maximize click
12:49:31control by Google. Get as many click as
12:49:36possible
12:49:38within given budget. Okay. Manual CPC
12:49:42you control. Okay. Same goes with
12:49:44maximize conversion. within the given
12:49:47budget
12:49:48get as many
12:49:52conversion as
12:49:54possible. Okay, again this is controlled
12:49:58by Google but you want to control that
12:50:01um you know how much you want to pay for
12:50:04each conversion. So you can use target
12:50:06CPA bidding strategy where um you can
12:50:10give a cap for each conversion. For
12:50:14example, 500 rupee
12:50:18per lead. This is your cap that you
12:50:20would give. Okay. Same goes with
12:50:22maximize conversion value within the
12:50:25given budget.
12:50:28Get as much
12:50:32revenue as possible. Okay. Basically,
12:50:36you want to increase your revenue. But
12:50:37in target again, this is controlled by
12:50:39Google.
12:50:42But if you want to control your return
12:50:43of ad spend, let's say you want 2x
12:50:45return, 4x return, 5x return, you can
12:50:47use a bidding strategy called as target
12:50:49row. Like you can give a row as target
12:50:53for this example,
12:51:005x return. Okay. And this target
12:51:03impression share bidding strategy is um
12:51:06I'll just show it to you over here. So
12:51:08if I say target impression share
12:51:10basically where you want to show your ad
12:51:13top of the page absolute top I think
12:51:14I've already discussed what is absolute
12:51:16top top absolute top is like the first
12:51:18ad where you want to show your uh first
12:51:20slot where you want to show your ad top
12:51:22of the result pages anything below that
12:51:24right so you can choose over here here
12:51:26it will ask you out of 100% of the time
12:51:28how much percentage of of the time you
12:51:30want to show your ad at the top you want
12:51:32to show your ad 99% at the top now this
12:51:35is where um things comes bit expensive
12:51:39like you'll have to bid a very high
12:51:41amount of money to get this 90 99% of
12:51:44the time if you want if you want that
12:51:46absolute top of the page slot then
12:51:48you'll have to bid higher as well
12:51:51okay so this is what an impression share
12:51:53bidding strategy looks like apart from
12:51:55that we have other bidding strategy as
12:51:57well so see target CPMA it will ask you
12:52:01that how much you want to pay for each
12:52:02conversion so let's say I don't want to
12:52:05pay more than $500 rupees each
12:52:06conversion and my budget is let's say
12:52:0810,000.
12:52:10Did you understood this? This is your
12:52:12target CPA bidding strategy. Then we
12:52:15have target ROS bidding strategy. Here
12:52:17you have to tell the ROS target. Let's
12:52:19say your client have told you that we
12:52:21need a return of ad spend of 5x. Then
12:52:23you won't write 5%. Okay, your client
12:52:26has told 5x. So here you have to add two
12:52:28extra zero. Remember this whenever you
12:52:31put your OS target on Google ads
12:52:33platform add if your client is giving
12:52:35you target in X let's say 5X 2X 1X then
12:52:39after that please add two zeros to it.
12:52:43Let's say your client have told you we
12:52:44want 12x of return on ad spend then it
12:52:46should be 1200% over here. Yes if your
12:52:50client so there are many client who give
12:52:51you the row as target in X like 2x 3x 5x
12:52:55so here you have to put additional two
12:52:56more zero. Okay. Then we have maximize
12:53:01click. I think I've already spoken
12:53:03right. In maximize click you are just
12:53:05telling that give as much clicks as
12:53:08possible within your budget. Okay. But
12:53:10you want to give a cap. Then here you
12:53:12can use maximum CPC. Here you can give a
12:53:15cap that in 10,000 yes I want clicks but
12:53:18I don't want to pay more than 25 rupee
12:53:20each click. Right?
12:53:24Similarly, you have maximize conversion
12:53:26bidding strategy where you can say how
12:53:30much you want to like you'll just give a
12:53:31budget that I have 10,000 budget and
12:53:34give us as much conversion as possible.
12:53:37Okay. Same you have a bidding strategy
12:53:40called as maximize conversion value
12:53:42where if you turn this off you are just
12:53:44trying to say that give give us as much
12:53:47revenue as possible.
12:53:50Okay. So the are your main seven bidding
12:53:55strategies.
12:53:58Does this make sense guys? Yes. No.
12:54:00Rather than showing explaining this
12:54:02theoretically,
12:54:03I've directly shown it to you on the
12:54:05platform. Did you guys understood this?
12:54:10So here it is all mentioned in theory
12:54:12guys. If you could see, I've just
12:54:14mentioned all of them uh in a practical
12:54:16way. Okay.
12:54:19And the last part okay which is um
12:54:24bid adjustment. Now what is bid
12:54:26adjustment guys? Um see whenever you run
12:54:30a campaign okay um let's say I'll give
12:54:34you a scenario and I'll try to explain
12:54:36it to you.
12:54:39Let's say you have got an insight that
12:54:43male
12:54:44performs better.
12:54:47Okay. age group 18 to 24 again is
12:54:52performing better your some keywords are
12:54:56performing better. Okay. So when you get
12:54:59such kind of insight that what is
12:55:01performing better than the usual
12:55:02campaign let's say you got an insight
12:55:05that male are performing better that
12:55:06doesn't mean you stop running ads for
12:55:08female you will still keep female on
12:55:11over there. So then what should you do
12:55:13with this insight? If I'm asking you
12:55:15that okay let's not pause female because
12:55:16female is also giving you some revenue
12:55:18it's just that male is giving you more
12:55:20higher revenue right yes we are getting
12:55:23lot of conversion from 18 to 24 but
12:55:25there are other age group also which are
12:55:27giving you little bit of conversion
12:55:29right that doesn't mean we will stop
12:55:31showing ads to those gender or those age
12:55:33group or to those keywords what we can
12:55:36do in that case is we can do bid
12:55:38adjustment bid adjustment is okay let's
12:55:42say you are saying I want for for uh for
12:55:46each click. Okay, I don't want more than
12:55:48I don't want to spend more than 25
12:55:50rupees per click. Let's say this is your
12:55:53basic bandwidth that you have. But with
12:55:55bid adjustment, what you can do is let's
12:55:58say you know male perform better than
12:56:00female, right? So for male you can say I
12:56:02want to do a bid adjustment of 10% more.
12:56:05So basically if your ad has been shown
12:56:07to male audience if required you might
12:56:10put 10% more amount to this 25 rupee and
12:56:15get more clicks out of it. So what
12:56:17you're saying that the the audience or
12:56:19those keyword or the campaign which are
12:56:21performing well what I'll do I won't
12:56:24pause the non-performing campaign or
12:56:26less performing campaign or less
12:56:28performing gender or age group. I'll
12:56:30just do one thing. the one which
12:56:31performs better I'll give them a better
12:56:34bid adjustment for them I'll bid extra
12:56:36like just for them I'll bid little bit
12:56:38extra
12:56:40okay that is what we call as bid
12:56:42adjustment now uh to show you bid
12:56:44adjustment um
12:56:48let me
12:56:51here okay there's an option of bid
12:56:53adjustment okay see can you see this bid
12:56:55adjustment let's say okay uh here there
12:56:58are some campaign name could you see
12:57:00there are some random campaign name over
12:57:02here. Okay, let's say I want like now I
12:57:05want I know that out of this four
12:57:07campaign I'm just giving a hypothesis
12:57:09that um this campaign performs well the
12:57:12fourth one. Okay, this three campus does
12:57:14they do perform but not great as this
12:57:17one. So what I'll say yes this perform
12:57:19campaign this campaign performs well
12:57:22let's increase its bid adjustment. Can
12:57:23you see either you can increase or
12:57:25decrease? increase as in like you are
12:57:26saying that normally whatever I'm
12:57:28bidding I want to bid let's say 10%
12:57:30higher for this so let's say can you see
12:57:32if you are bidding 10 rupee for this
12:57:34particular campaign you will bid 11
12:57:36rupee okay let's say in another scenario
12:57:40this campaign is not performing that
12:57:41well so you can decrease it you are
12:57:43saying that okay in general if I'm
12:57:44bidding 10 rupee for this campaign I'll
12:57:46bid only 9 rupee because anyways it
12:57:48doesn't perform that well
12:57:51so this kind of bid adjustment guys you
12:57:54can do at all levels You can do at
12:57:56campaign level, ad group level. You can
12:57:58do at ad level as well. Some ad performs
12:58:00well, some ad doesn't. You can do it for
12:58:02keyword. You can do it for age, gender,
12:58:05location,
12:58:07um,
12:58:10and other thing. You can do it for
12:58:12bidding strategies as well. So for all
12:58:14this settings, you can do this bid
12:58:16adjustment.
12:58:18Basically, you are saying that if
12:58:21specific keywords, specific camp or
12:58:23specific age group perform better, I'll
12:58:24increase my bid in general, right? I
12:58:27hope you understood the example. If I
12:58:29make it 15% more. So, what I'm trying to
12:58:30say in normal if I'm bidding 10 rupees
12:58:33for this one, I'll bid 15 rupee. I'll
12:58:35increase my bid by 50%. Because this is
12:58:37a well performing campaign for me, I'm
12:58:40okay to bid higher and get more
12:58:41traction. But if it it does rather than
12:58:44now you say that okay, this doesn't
12:58:46perform that well. rather than pausing
12:58:48that campaign entirely because sometime
12:58:50you might get some conversion right you
12:58:52don't want to miss out on that
12:58:53opportunity so you just decrease the bid
12:58:56like in general if you're bidding 10
12:58:57rupees you decrease the bid by 50% so
12:58:59let's say you'll only bid 5 rupees 5
12:59:01rupee per bid otherwise you can let it
12:59:04go
12:59:08so that's all we have under bid
12:59:10adjustment we will be discussing
12:59:11attribution modeling then we'll be
12:59:14understanding the capstone thing and
12:59:16lastly we will be understanding uh what
12:59:18how sorry we would be discussing first
12:59:21the landing page part on in unbounds and
12:59:23then we would be discussing this running
12:59:25capstone section okay so we'll start
12:59:28with attribution model first uh guys
12:59:30kindly pay attention a very important
12:59:32topic I mean today again this all these
12:59:35topics are very important for you to
12:59:36understand the basics of paid campaigns
12:59:39so we would be discussing um you know
12:59:41what are what what exactly do we mean by
12:59:43attribution model also sorry I don't
12:59:46have my headphones for the day. So I
12:59:48don't think there should be any issue
12:59:49with my voice. I'm loud loud enough. But
12:59:52in case you think my voice is very low,
12:59:54feel free to let me know. Okay. So yes,
12:59:57we would be discussing uh what exactly
12:59:59is attribution model and what are
13:00:01different types uh and uh and channels
13:00:04when it comes to the marketing strategy.
13:00:06How um this model can help you measure
13:00:09that marketing attribution. We would be
13:00:12also understanding one of the tool
13:00:13within this session which is Google
13:00:15Analytics right how you can see this
13:00:17attribution model thing in Google
13:00:19Analytics how you can read data over
13:00:20there and we would also so two tools we
13:00:23would be using in this particular
13:00:25session one is Google analytic and
13:00:26there's one more tool called as UTM
13:00:29builder uh I'll talk about more about
13:00:31this in detail later on okay but we will
13:00:34first start with attribution model okay
13:00:37now um like see I understand this is um
13:00:43in attribution model uh you try to give
13:00:47um how should I say okay let let me make
13:00:51it very easy for you guys um we can
13:00:54understand it over here imagine we'll
13:00:56take an example of uh who do we have on
13:00:59the call I think well last I spoke to
13:01:01was w okay so let's say it's w okay now
13:01:05w is in a search let's say w is planning
13:01:09to um
13:01:12buy a bag. Okay, let's say so he needs
13:01:19a good
13:01:21laptop bag. Okay.
13:01:24And he is under this research of buying
13:01:27a good backpack bag and he is majorly
13:01:30doing this research on Google. Okay.
13:01:32Because uh on Google whenever he would
13:01:35search for backpack he might see
13:01:37different catalogs of backpacks and
13:01:39Google is one of the one let's say right
13:01:41now I'm just giving example Google it
13:01:42could be any platform for that matter
13:01:44okay but let's say his research is based
13:01:46on Google he's going on Google and
13:01:48trying to find out this uh backpack the
13:01:50idle backpack that he needs okay so
13:01:52we'll take an scenario where let's say
13:01:55one should go on Google and he'll search
13:01:57for different search queries okay
13:02:01based on his needs needs. So I'll just
13:02:03give some hypothetical search queries
13:02:05that he might have searched for. Let's
13:02:06say he started with searching for um you
13:02:09know
13:02:13good quality. So there are some
13:02:14terminologies you would have went on
13:02:16Google and searched for uh backpack
13:02:19u right let's say good quality laptop
13:02:22backpack okay um after some time he
13:02:26might have searched for laptop backpack
13:02:30about let's say 5k okay um backpack with
13:02:36let's say I don't know multiple
13:02:37compartment okay he might be looking for
13:02:41laptop backpack sturdy laptop or
13:02:44backpack. Okay, I'm just taking some
13:02:45example sturdy
13:02:49backpack
13:02:50and uh let's say the last would be
13:02:55I don't know black
13:02:57laptop backpack.
13:03:03Okay. So now guys try to understand he
13:03:06again the are like five terminologies
13:03:08that he has used for his research. Okay.
13:03:12uh every time he went on Google he might
13:03:15have used queries like this. Now one
13:03:17thing to observe is whenever he searched
13:03:19for such kind of queries. Okay. One of
13:03:22the ad that he was constantly was seeing
13:03:25was let's say from one of the brand
13:03:27called Mobar. I'm not sure if you have
13:03:28heard about this brand name or not but
13:03:30it's very popular nowadays within tier
13:03:33one cities and tier 2 cities as well.
13:03:35Many people who go to office I mean who
13:03:38need little bit of premium backpack they
13:03:41prefer Moobara. Okay. So now whenever
13:03:44one was doing this research he was
13:03:46always coming across this ad by Moobara.
13:03:49Okay. And every time when he searched
13:03:51for this keyword basically he saw
13:03:53Moabara's ad and he also clicked on it
13:03:55but he didn't purchase. Okay. So he like
13:03:58when he searched over here he saw
13:04:00Moabara's ad. again at every at every
13:04:03query that he searched he could see a
13:04:04mochabara's bag ad okay and he clicked
13:04:07on it he would have went on the website
13:04:09but he never purchased okay ideally he
13:04:11purchased when he came to this when he
13:04:14searched with this keyword and then he
13:04:16was at the stage that okay I want to buy
13:04:18mukbara bag now how this is like a user
13:04:21journey okay like a user can have
13:04:23journey see nowadays of one let's say
13:04:26you know one brand would be showing you
13:04:28ads on multiple platform right One brand
13:04:31might be showing you ads on Google,
13:04:32YouTube, social, right? So you come
13:04:35across a ad by a brand on multiple
13:04:38platform or by multiple query, right?
13:04:41Attribution model will help you decide
13:04:44which platform or which query should get
13:04:46what kind of credit. Okay, when I say
13:04:49credit, credit credit of you as a
13:04:50customer who got converted. So for
13:04:53example, let's say out of this five
13:04:55queries, how much credit of conversion
13:04:57needs to be given to which keyword is
13:05:00ideally decided based on the attribution
13:05:02model that you select. Okay, I hope now
13:05:04this makes sense what exactly is
13:05:05autovision model. So in a any like if
13:05:08you want to really define in a very
13:05:09specific way, you can call this as as a
13:05:11process or rules to channel the
13:05:13marketing strategy based on different
13:05:15touch point like touch point is like
13:05:17what was the first time when you saw the
13:05:19ad on which channel? what was the last
13:05:20time when you used to see ad by that
13:05:22particular brand and what was that
13:05:23platform right so ideally um attribution
13:05:27model is based on the touch point like
13:05:29different touch point let's say right
13:05:31now for once the touch points were all
13:05:32these keywords okay so different touch
13:05:35points um in in in his purchase path
13:05:38okay and again as attribution model will
13:05:41really make it simpler for the marketer
13:05:42to identify which of the strategies or
13:05:44which of the channels or which of the
13:05:46keywords have generated most amount of
13:05:48leads Okay. Now uh
13:05:53ideally
13:05:56so we'll start with um you know whenever
13:05:59what are the some of the important
13:06:00pointers when we select different so
13:06:03there are different kind of attribution
13:06:04model modelings but then you know
13:06:07whenever we we what are some of the key
13:06:09pointers for attribution modeling is
13:06:11like how much marketing efforts you're
13:06:12putting what is your goal uh how much
13:06:15what kind of quality of lead you're
13:06:16generating how your customer journey
13:06:18look like right what are some right
13:06:20tools that you guys have been using.
13:06:21Okay. Now there are different kind of
13:06:25attribution model and I'll show you like
13:06:27how each of this attribution model will
13:06:29work in this particular scenario. Okay.
13:06:32So starting with we have last
13:06:34interaction, we have last nondirect.
13:06:36Again this are something that you guys
13:06:38might have to mug up because this can be
13:06:40like a common question in your interview
13:06:41that okay explain me let me know the
13:06:43types of attribution wording. Now you
13:06:45can't use layman term for such
13:06:47terminologies. You need to mug up. Okay.
13:06:49So you have last interaction, you have
13:06:51last non-direct click, you have ads
13:06:53prefer last click, you have first
13:06:54interaction, linear attribution, time
13:06:57decay, position based. Okay, the are
13:07:00basic attribution models. Okay, and we
13:07:02will understand one by one. Okay,
13:07:06starting with last interaction. Okay,
13:07:08now this last interaction attribution
13:07:10model would give complete credit to the
13:07:13last interaction which has lead to
13:07:15convergent. Okay. In our case, I told
13:07:18you right that this is this is where
13:07:22once purchased mco bag like when when he
13:07:26searched for this keyword, he he was
13:07:29like he he might have seen some specific
13:07:31black mokco bag and he's like no I want
13:07:33to buy it. Okay. So this is where he got
13:07:35converted right. So if you choose an
13:07:37attribution model of last interaction
13:07:40model your 100% of credit of conversion
13:07:43would go to this this particular keyword
13:07:45which is black laptop backpack around 5k
13:07:50okay I hope it's clear what is last
13:07:52interaction model basically the last
13:07:54interaction where the customer has
13:07:56converted you will give credit of
13:07:58conversion to that last interaction now
13:08:00in our case the last interaction has
13:08:02been this keyword so this keyword will
13:08:04get 100% credit for the conversion.
13:08:07Now we have last nondirect click. Okay.
13:08:12Um now try to understand here. Okay.
13:08:16When we say last nondirect click we are
13:08:20trying to say that this particular model
13:08:22will eliminate eliminate any direct
13:08:24interaction before the conversion. Okay.
13:08:27So the credit is not giving has not been
13:08:30given to the last keyword like let's say
13:08:32in our case for the keyword we won't
13:08:34give credit if we choose this
13:08:36attribution model the credit would not
13:08:37go to this keyword it will be given to
13:08:39this particular keyword okay sturdy
13:08:42laptop bag so this is the interaction
13:08:44before the conversion right if you could
13:08:46see this model will give credit okay
13:08:50will eliminate any direct interaction
13:08:52before the conversion so basically
13:08:54anyone so directly at the end junction
13:08:56with customer got converted, it won't
13:08:59give credit to that particular
13:09:00interaction. It will give credit to the
13:09:02interaction before that. So in our case,
13:09:04what is the interaction that one had
13:09:06before this particular keyword is this
13:09:07one, sturdy laptop ad. So your last
13:09:10nondirect click will give basically
13:09:15credit to this particular keyword. Okay?
13:09:17And this one will take credit of last
13:09:21interaction model.
13:09:25If you're using glass interaction model,
13:09:27this particular keyword will get 100% of
13:09:29conversion credit. Okay.
13:09:31Uh again we have add prefer last click.
13:09:34That means anyone who came through the
13:09:36ad as well the last interaction with the
13:09:39user converted would get would get 100%
13:09:41of conversion credit. So here if you
13:09:43could see the last interaction is
13:09:44getting this. So again ads prefer last
13:09:46click model is would also give credit to
13:10:01Black laptop backpack around 5K. Okay.
13:10:04Then we have first interaction model.
13:10:06First interaction model says let's give
13:10:09100% credit to the first keyword that
13:10:12the user search for though they didn't
13:10:14purchased. Okay. But the first click
13:10:17basically your first interaction model
13:10:19will give credit to the first keyword.
13:10:22Okay. Now why force interaction model
13:10:25like why people have this inter inter uh
13:10:28you know uh interaction model where we
13:10:30should give 100% credit of conversion
13:10:33for the for the first keyword that the
13:10:34user search for or for the first channel
13:10:36where the user got uh interacted with
13:10:38the business but they didn't purchase
13:10:40right what is the logic behind it the
13:10:42logic behind it is like if this keyword
13:10:45or this particular channel would have
13:10:47not been exist probably the customer
13:10:48wouldn't know about your brand right so
13:10:50let's say if if imagine should have not
13:10:53searched for this good quality laptop
13:10:55backpack. He would have never came
13:10:56across this brand called as Mocobara. So
13:10:58this particular keyword has also helped
13:11:01increase the brand awareness in front of
13:11:03the customer. Right? Then let's move to
13:11:06the next. So I hope first interaction
13:11:08model is clear. Now linear inter
13:11:10attribution model will say we will give
13:11:12equal credit to each of them. Okay. So
13:11:15in our case like we will say 100%
13:11:18divided by 5 which is like 20%. So 20%
13:11:21credit would be given like 20 20% credit
13:11:25of conversion would be given to each
13:11:26channel or each keywords. Okay. So like
13:11:29linear is applicable for all the
13:11:31keywords basically. Okay. So I'll just
13:11:34write linear is applicable over here. So
13:11:37if we choose linear attribution model it
13:11:39will give credit to each keywords and
13:11:40that two in a equal uh equal part
13:11:43because again linear attribution model
13:11:46believes that in the entire journey of
13:11:48the users some all this interaction
13:11:50would have been that important hence the
13:11:52person went to the last stage and
13:11:53ideally bought the product right so you
13:11:55can't ignore the middle people out there
13:11:59okay
13:12:01then we have time decay model here uh uh
13:12:05it is based on the timing. Okay, like
13:12:08when I say time when I when I say
13:12:09timing, if you could see this graph, the
13:12:12least amount of credit has been given to
13:12:14the first interaction. Then little bit
13:12:16higher amount of credit has been given
13:12:17to the second interaction, little bit
13:12:19higher from that has been given to the
13:12:21third uh for the third interaction and
13:12:22the lastly whatever the last inter
13:12:24interaction the customer had uh it got
13:12:27like last last credit as well. Okay. So
13:12:30basically time decay says as time
13:12:32evolves like let's say you know um
13:12:36from starting from first click to the
13:12:38last click whatever step h happened in
13:12:40middle and also considering the first
13:12:42and last click each of them would
13:12:44probably you know the the the credit
13:12:47point would keep on increasing.
13:12:50Okay. So we have time decay and the last
13:12:52one is positionbased attribution model.
13:12:54Now position based attributed model says
13:12:57that we will give most amount of credit
13:13:00to the first interaction and the last
13:13:02interaction because that's where do they
13:13:03do that final action right in the first
13:13:05interaction they get to know about the
13:13:07brand and the last interaction they can
13:13:09um they are getting converted. So
13:13:12ideally in position based attribution
13:13:14model the first and the last click gets
13:13:17maximum amount of you know credit credit
13:13:20for the conversion.
13:13:22So we have discussed all the attribution
13:13:24model and we understood like if I
13:13:26consider this journey of different
13:13:28keywords that one shall search for we
13:13:30know what interaction what attribution
13:13:32model is applicable for what keywords
13:13:34okay linear will give credit to all of
13:13:36them position will give let's say
13:13:38maximum 40 40% of so 40% credit would go
13:13:41to Google quality laptop backpack and 40
13:13:43to uh black laptop backpack because this
13:13:46is where the brand the person get to
13:13:48know about the brand and this is the
13:13:49keyword for which they got converted
13:13:51rest somewhere someone who are in
13:13:52between they get 20 20% of credit for
13:13:55the conversion.
13:13:57Okay. So based on what attribution model
13:13:59you select, your numbers on your
13:14:03dashboard, your numbers on Google ads,
13:14:04your number on meta ads would differ a
13:14:07lot based on different what what
13:14:08attribution model you select. Right?
13:14:11People can do lot of false um claim uh
13:14:16or they can they can how should I say
13:14:19they will say wrong things that you do
13:14:20this it will work. No. Okay. attribution
13:14:23model actually decide how much credit
13:14:25should be given to the customer for the
13:14:27convergence.
13:14:29Okay. Ideally the best attribution model
13:14:31that I I think is the datadriven
13:14:34attribution model. Okay. So we have one
13:14:36more attribution model called as
13:14:37datadriven attribution model which give
13:14:40credit to the uh c you know which which
13:14:43will give credit to the keywords or the
13:14:45or the or the channel based on um how
13:14:51those keyword or those channels has
13:14:53performed in the past. Okay. So
13:14:55datadriven attribution model what it
13:14:57will do it will see performance of all
13:14:58these keywords in the past. Okay. And
13:15:00then it will decide which should get
13:15:02more credit. For example, we observe
13:15:03that okay study laptop backpack had a
13:15:05lot of impression lot of clicks people
13:15:07didn't ended up purchasing could be XY Z
13:15:09reason right so there's a good chance
13:15:12that the datadriven attribution model
13:15:14might give more credit to this
13:15:15particular keyword
13:15:18we have rulebased attribution model as
13:15:20well okay and the name of rulebased
13:15:22attribution model is your single touch
13:15:26attribution linear and custom
13:15:28attribution okay now um again rulebased
13:15:33attribution modeling. Um so
13:15:39first starting with single touch
13:15:41attribution model. Okay. Now single
13:15:42touch attribution model says that we
13:15:44will give 100% credit uh either to the
13:15:47last touch point or the first touch
13:15:49point. Like like if you select single
13:15:51touch attribution model either it will
13:15:53give 100% credit to the first keyword or
13:15:56the last keyword. That's all. like it
13:15:58will just give credit to one u one of
13:16:02them not even both of them one of them
13:16:04okay um then you have linear attribution
13:16:07model again linear attribution model
13:16:09will give equal credit to all the touch
13:16:11points so as I said all the keywords
13:16:13will get equal amount of credit and the
13:16:16last one is your custom attribution
13:16:18model now um now this custom attribution
13:16:23model will give credit in a very random
13:16:26way Okay. So there's a good chance that
13:16:29um the last the the end keyword let's
13:16:33say this was the last keyword for which
13:16:35the for with with which ones got
13:16:37converted this is getting 40% credit the
13:16:40keyword before that just got 20%. Right
13:16:42now it is not necessarily based on u
13:16:46randomly giving them obviously based on
13:16:48their past performance they get the
13:16:49credit. Okay. So this is what we have
13:16:52under attribution model. But as I told
13:16:55you the best and the most recommended
13:16:57attribution model right now in the
13:16:59picture is datadriven attribution model.
13:17:01before all this types of attribution
13:17:03model we used to use be like two years
13:17:05back I think uh two years before uh but
13:17:09from the last two two to three years
13:17:11what I've observed many brands are
13:17:13switching towards datadriven attribution
13:17:14modeling because it now again we also
13:17:17call this model as algorithm attribution
13:17:19because it provide lot of accuracy and
13:17:22it has lot of scientific insight right
13:17:24um it will take some predictive
13:17:27algorithm to merge with some analytics
13:17:30and give precise credit allocation to
13:17:32each test point. As I told you, the
13:17:35algorithm would see the past
13:17:37performance, right? It will give that
13:17:38accuracy. It will take that those
13:17:40insight and based on that it will give
13:17:41credit, right? So, which is pretty fair,
13:17:44right? And and machines are good good
13:17:46with doing this. So, let let's give this
13:17:49um how should I say let's let's allow
13:17:50the machine to do this work for us. Let
13:17:52them decide and let's let them see the
13:17:55past performance. Let's let let let them
13:17:57see how each channel each of keyword has
13:17:59performed and based on that based on
13:18:01based on that give them the credit.
13:18:04Okay. So again it is very important to
13:18:07choose a right attribution model because
13:18:09based on that you will see the
13:18:11performance.
13:18:14Okay. Again there's one more terminology
13:18:17which we call as marketing and tracking
13:18:18attribution model. Again the types are
13:18:21same like if I talk about measuring the
13:18:23marketing attribution it's the same
13:18:24thing right we have last click right um
13:18:29where basically again when we say last
13:18:32click here it is an effective way for
13:18:34offering discounts and promotions where
13:18:37so this is this this this slide is
13:18:39trying to explain you guys that um you
13:18:42know what exactly you guys can do to
13:18:45achieve either last click time decay
13:18:47first click or U- shape kind of
13:18:49attribution for attribution. For
13:18:51example, last click here you will put
13:18:52some efforts in providing some offers
13:18:54and discounting where your customer can
13:18:56take that final step right after
13:18:59observing those kind of price drops or
13:19:01some pop-ups or some offering, right?
13:19:03First clip we all know it will give
13:19:04credit to the first touch point in the
13:19:06sales and funnel which is again suitable
13:19:08for acquiring new customers as well.
13:19:10time decay. It will prioritize end of
13:19:13cell touch point and again when I say
13:19:15end of cell touch point the like just
13:19:17before before the last keyword whatever
13:19:20keyword or whatever channel it was that
13:19:22that if uh you know that gets like lot
13:19:25of credit and uh and then you have
13:19:28U-shaped or position based where the
13:19:30first and the last touch point gets 40%
13:19:32of the credit whereas the reming
13:19:34remaining touch point would only get 20%
13:19:36of the credit okay but as I said now you
13:19:39don't have to get into So much of juggle
13:19:42the not easy option but also databacked
13:19:45option and uh with lot of research with
13:19:47lot of inside the data attribution model
13:19:49ideally outperforms all of this
13:19:51attribution modeling and that is more
13:19:53fair kind of attribution modeling
13:19:55compared to this one.
13:19:57Okay, by the way, fun fact before like
13:20:00before data attribution model doesn't
13:20:03used to exist. uh one of the go to
13:20:05attribution model like let's say apart
13:20:07from data attribution model is the last
13:20:09click uh interaction because let's just
13:20:12give credit to that keyword or to that
13:20:14marketing channel through which a person
13:20:16actually got converted right or sometime
13:20:19their brand who used take first click
13:20:22attribution model as well because they
13:20:23feel that if this keyword or this mark
13:20:25if we would have not run our ad on this
13:20:27keyword or we would have not run uh our
13:20:30ad on this kind of channel the person
13:20:32probably would have not got to know
13:20:33about our brand and they would have not
13:20:35done the entire journey that they have
13:20:37done right so again before datadriven
13:20:39attribution modeling the first click and
13:20:41the last clicks were very popular
13:20:45we can now I'll take you to Google
13:20:47analytics because there is there there I
13:20:49would show you this attribution model
13:20:51section okay like how does the user
13:20:53conversion path looks like okay now what
13:20:56is Google Analytic guys try to
13:20:57understand Google analytic is a free
13:21:00tool provided by Google to track your
13:21:04website's performance. Okay. So, and
13:21:06again it's very mandatory every brand
13:21:09every whether it's small, mid, large.
13:21:12Okay. They whenever they create their
13:21:15website and they're starting their
13:21:16online or offline business also uh and
13:21:19they let's say majorly let's talk about
13:21:21the online part right now. Let's say
13:21:22they start their online business and
13:21:24they have a website before starting with
13:21:25any promotion anything of that sort.
13:21:27They should set up their Google
13:21:29Analytics account. Okay. By the way, not
13:21:31just Google Analytics. People should set
13:21:33up Google Analytics, Google Search
13:21:36Console. Okay, these are two two
13:21:38platform integration that they should do
13:21:41whenever they start with online
13:21:42marketing. Right now, I'll just focus
13:21:44more on Google Analytics. So, as I said,
13:21:47free tool by Google to
13:21:53track the website performance. But how
13:21:55this tool will track the website
13:21:57performance? Basically there's a Google
13:22:00Analytics code okay
13:22:02that need to be placed on
13:22:08all the pages of your website.
13:22:13Okay.
13:22:15See this by the way uh one one challenge
13:22:18when it when it comes to uh so as I told
13:22:20you Google antics will help you to it
13:22:23will it will show you all the data like
13:22:24how your website does. So like like you
13:22:26know how much traffic you have got on
13:22:28the website or let's say you know people
13:22:29are coming from which channel to your
13:22:31website how each of your pages
13:22:33performing right how people are
13:22:36interacting on your site how many leads
13:22:38you have got how many um users were
13:22:41there on the channel basically end to
13:22:42end data of your website performance
13:22:44okay um now
13:22:48you can uh find out end to- end
13:22:50analytics in GA by identifying the right
13:22:54control point you can integrate ate your
13:22:56Google Analytics into it and you can
13:22:57evaluate all the checkpoints. Okay, I'll
13:22:59just give you a demo on this attribution
13:23:01model part under GA. Okay, now to give
13:23:04you the demo guys try to understand you
13:23:08can only learn Google Analytics if you
13:23:10have your own website and and you set it
13:23:13you can set up Google Analytics account
13:23:15on that website. Okay, but let's say
13:23:18many of you right now on the call
13:23:19probably would not have a website. Okay,
13:23:22if if you don't have a website, you
13:23:24can't even create a Google Analytics
13:23:26account. Then how one can learn Google
13:23:28Analytics. Okay. So what Google did
13:23:30because Google understood this problem
13:23:32that see not everyone would have a
13:23:34website where uh they will go link their
13:23:37Google antis account to the website and
13:23:39see track the performance right so what
13:23:41Google did was Google has a website
13:23:44called as Google merchandise store okay
13:23:45it's like a proper proper store where
13:23:48they sell their merchandise now what
13:23:49Google did for for people like you who
13:23:52don't have a website still want to learn
13:23:54GA Google has given access okay given
13:23:57Google antics access
13:24:01of this website
13:24:04for free for each and every users.
13:24:08Basically you can see how Google So what
13:24:10Google did Google what they thought okay
13:24:13we have our website which is merchandise
13:24:15store where we sell sell multiple
13:24:16product
13:24:18let me u you know let me give access of
13:24:22of this G account to everyone for free
13:24:25because they should also learn how to uh
13:24:28read the numbers in this platform right
13:24:30so basically the demo account will show
13:24:33you the performance of this website
13:24:34which is Google merchandise store
13:24:37try to understand guys as I told you you
13:24:39guys can't set up a Google Analytics
13:24:40account because you don't have a website
13:24:42but still you want to learn GA then
13:24:45always go on Google and search for
13:24:47Google Analytics demo account okay there
13:24:49you'll come across this demo account
13:24:51link I'll put it here in the chat as
13:24:53well for your future reference you can
13:24:55scroll down to the page and this is
13:24:57where Google antics property Google
13:25:00merchandise store okay I'll giving I'll
13:25:02give you a link as well again you open
13:25:04this demo account basically
13:25:07Okay. Now, basically this is our demo
13:25:09account. Okay. So, you just have to come
13:25:11over here, tap on this link and this is
13:25:13our demo account. So, basically this is
13:25:16a website performance of this website
13:25:18called as Google merchandise store.
13:25:20Okay. Now, I I if you remember I told
13:25:23you that Google Analytics platform gives
13:25:25you one code that you need to place on
13:25:27the website and unless you don't do
13:25:29that, you can't track what's happening
13:25:31on the website. So, you should go from
13:25:32where you do you get the code. To get
13:25:34that code, you usually go to the admin
13:25:36section. Okay, there's an option of data
13:25:39streaming. Over here
13:25:46there's an option to um
13:25:49you know configure the tag settings.
13:25:56Let this load guys.
13:26:00So let's just create the code manually.
13:26:02We don't have to create it idally but uh
13:26:06okay see this. So you have to go to view
13:26:09tag instruction and you have to go to
13:26:11install manually. Now can you see this
13:26:12code? Okay. This is a Google antic code
13:26:15that you need to put on the every page
13:26:17of your website because this will track
13:26:19what you guys are doing. Okay. And one
13:26:22more thing for every Google Analytics
13:26:24account let's say we will create one uh
13:26:26analytic account we know creates one u
13:26:29analytic uh account out here I'm taking
13:26:32the wrong name now this particular code
13:26:35you have to put this code to track what
13:26:36user is doing on your website okay and
13:26:38this needs to be there on each and every
13:26:40page of your site I hope I'm clear
13:26:45if you don't do this you can't track the
13:26:48performance that's the problem again
13:26:52like by the way to put this code you
13:26:53need to ask your developer to do it just
13:26:55get your just copy paste this code give
13:26:57it to your de developer and ask him to
13:26:59paste it on each page of your website uh
13:27:02that's all
13:27:06okay now I will by the way this is how
13:27:09your GA looks like but today I don't
13:27:11have time to take you through the entire
13:27:13GA in depth but in GA we have this
13:27:16option of advertising okay and this is
13:27:19where we can see different touch point
13:27:21okay where where what are the different
13:27:22sources from where people are coming to
13:27:24our sites okay and which one should get
13:27:27what kind of credit okay before I start
13:27:30that guys I believe my screen has stuck
13:27:32it's not responding so let's just wait
13:27:34for 2 minutes but ideally you know um if
13:27:38you if you're using multiple platforms
13:27:41uh especially tools like Google antics
13:27:43do get stuck sometime so let's just
13:27:46allow two or three minutes for this to
13:27:49load. If it doesn't, then I'll try to
13:27:52refresh by putting right click over
13:27:54here.
13:27:55Okay, it has worked.
13:27:59Now see this. Pay proper attention to
13:28:02this. Okay, I'll show you something very
13:28:04interesting. So there's something called
13:28:05as attribution path. And now pay
13:28:08attention to this.
13:28:11Okay, see this. Can you see touch
13:28:13points? Early touch point, mid touch
13:28:16point, late touch point. What exactly
13:28:18this is trying to tell you is that what
13:28:20are the channels where usually po people
13:28:23check your website for the very first
13:28:25time. what are the channels which are um
13:28:27you know part of early touch points okay
13:28:29by the way whenever you use Google
13:28:31Analytics if you have any query and
13:28:32you're not understanding anything just
13:28:34hover around it you'll see the
13:28:35explanation
13:28:36okay then you have mid touch point and
13:28:38then you have last touch point okay I'll
13:28:40just give you an example over here see
13:28:42this
13:28:44now here if you could see if I just uh
13:28:48there are a lot of things I'll just
13:28:50extend this okay see
13:28:56Okay. Now see this when they say direct
13:28:59100% that mean people came directly on
13:29:02the website and they got converted.
13:29:04Okay. And it generated such such a high
13:29:06revenue. When I say directly come on the
13:29:08website let's say see imagine if I
13:29:11search for Myntra. Okay. If I go from
13:29:14here uh sponsored result if I go from
13:29:16here this will this will be part of paid
13:29:19search. Okay. If I go through SEO like
13:29:22this SEO ranking, it will be part of
13:29:24organic search. Okay. Now what would be
13:29:26direct? Direct would be I'm saying
13:29:28myra.com. This is direct. Okay. So
13:29:31basically this says that you know 100%
13:29:33credit over here. I mean such this
13:29:36amount of revenue whatever they have
13:29:37generated is like people directly went
13:29:39on the direct directly on the website
13:29:41and they bought it. Okay. This revenue
13:29:44we generated with organic search like
13:29:46people directly went on the uh website
13:29:48through SEO and they converted. This is
13:29:50from paid search. Okay. Now if you might
13:29:53see some where you know it has it has
13:29:56two path. Now what exactly it is trying
13:29:58to say this one is path. So like earlier
13:30:01like it started with a person came to
13:30:02the website through paid search and
13:30:04later on they came to the website
13:30:06through organic search and this is where
13:30:08they got converted. So this is telling
13:30:10you a flow that how like you see this.
13:30:13Okay, this is paid search and then
13:30:15organic search into five. That means a
13:30:16person came to the website through paid
13:30:18search. They didn't purchase and then
13:30:20five times they search through organic
13:30:22search. They came to the website through
13:30:23organic search and probably at the last
13:30:25time they got converted. Here they have
13:30:27not converted only. So ignore that.
13:30:29Right? See this there are time when
13:30:31people are coming again in multiple way.
13:30:33See here there's an option of referral.
13:30:35A person came to the website through
13:30:36organic search didn't do anything then
13:30:38they came through referral. Referral is
13:30:40like those link in YouTube and all of
13:30:42that. Again some of them might have
13:30:44convert and lastly the last interaction
13:30:45was again SEO.
13:30:47So you can see the path
13:30:51okay Google antics uh apart from the
13:30:54attribution path guys you can see the
13:30:56attribution modeling as well. Okay. Now
13:30:59here it will give you the exact brief.
13:31:02See okay
13:31:04what the last click data driven. So now
13:31:07as I told you the most popular
13:31:08attribution model is was is datadriven.
13:31:11Before data driven we used to use last
13:31:13click. So it is telling you that how
13:31:16each channel okay has what how each
13:31:19channel has got you revenue okay and you
13:31:22know this will differ for both the
13:31:24attribution modeling over here. So it is
13:31:26giving you a difference that okay let's
13:31:27say can you see organic search to last
13:31:29click attribution model has got a
13:31:31revenue of $70,000 whatever it is
13:31:33whereas from um you know like how should
13:31:38I say this is last click by from
13:31:40datadriven it has only got uh 66 of
13:31:44revenue so that means that last click
13:31:46attribution model is giving like
13:31:49better revenue is what I would say so
13:31:50here you can compare that do you want to
13:31:52proceed with datadriven or you want to
13:31:54stay back to the old the classic
13:31:56attribution modeling which is last
13:31:58click.
13:32:02I hope I'm clear.
13:32:06By the way, in Google Analytics, you
13:32:08never shown the table to the clients
13:32:10because you were understanding it for
13:32:11the very first time. I had to show you
13:32:12the table. But ideally, the client
13:32:14prefer watching such this kind of graphs
13:32:17where you would explain and hovering by
13:32:19hovering around it. So that's all we had
13:32:22in the attribution modeling.
13:32:24By the way, Google Analytics itself is
13:32:26like a very big topic to discuss. I
13:32:28don't think we have time for the day.
13:32:29But in future whenever you get chance to
13:32:31learn this tool, please go ahead and
13:32:33proceed and learn this tool in dep. By
13:32:35the way, you yourself can go to this
13:32:37demo account and check the check
13:32:40different section and try to explore.
13:32:41Okay, you don't need money for that.
13:32:43Okay, you really don't need money for
13:32:45this because uh see see Google is also
13:32:48very smart. Google has given access to
13:32:50Google Analytics for free to all the
13:32:52business owners out there. in future
13:32:54they might use the data for their for
13:32:57their benefit. So not I mean you know
13:33:00not everything comes at a free cost.
13:33:02There could be some some costing here
13:33:04and there that would they would talk
13:33:06about it later in future. Okay. Now um
13:33:11we'll go towards the last part which is
13:33:13UTM parameter. Now what exactly is UTM
13:33:15parameter? First thing the for full form
13:33:17of UTM is earth chain tracking model.
13:33:20very important. Please try to mug this
13:33:22up because people will ask you the full
13:33:24form of ETM uh UTM. If you are like a
13:33:26fresher for sure there's a good chance
13:33:27you might get asked about this
13:33:29particular terminology.
13:33:31Okay. Now in basically UTM is nothing
13:33:34but we are adding some parameter to the
13:33:36website URL to track to track its
13:33:39performance. Okay. So let's say my URL
13:33:41is www.mra.com.
13:33:43Okay.
13:33:46Basically UTM UTM parameter will add
13:33:49some tracking tracking ID after the URL
13:33:53to track you know people are coming to
13:33:54the website from which channel what
13:33:55source 10 and other things out there.
13:33:57Okay. Um
13:34:01now we will understand basically I by
13:34:05the way to create this I'll just show
13:34:06you how does this UTM builder looks
13:34:08like. See this okay and I'll give you
13:34:10the classic example of myntra. Okay I'll
13:34:12open two link one I'll open this is SEO
13:34:15right? Myntra is also ranking for SEO.
13:34:16So I'll open this link and then I'll
13:34:19open one link through ads as well which
13:34:21is Myntra.
13:34:23Okay. Now here from the ad one can you
13:34:26see after myra.com there's such a big
13:34:29this. So this is what your UTM looks
13:34:31like. This is your UTM where it is
13:34:33tracking people are coming to the site
13:34:35through what?
13:34:38Okay. Now how do we like uh again this
13:34:41was through your ads and this is your
13:34:43SEO. So can you see SU just says
13:34:45midar.com but with that there's lot of
13:34:47tracking parameter now you can create
13:34:48this tracking parameter by your own as
13:34:50well I mean you can there's a tool
13:34:53called asm builder okay I'll just cancel
13:34:56this
13:35:01and this is a link that you guys can use
13:35:02to create your UTM parameter this is a
13:35:05classic one that I've been using see how
13:35:07how does this work first I have to put
13:35:09myntra's URL over here okay campen ID
13:35:13You can skip campaign sources. Basically
13:35:16what what is the channel through which
13:35:18the traffic would be coming. Let's say
13:35:20the channel is coming the traffic is
13:35:21coming through meta or referral or
13:35:23whatever it is you have to mention over
13:35:24here in the campaign source. Okay. It's
13:35:26a traffic is coming from meta social ads
13:35:30not uh organic then I'm just writing
13:35:33putting it down over here. Okay. Medium
13:35:35would be how are you paying to the
13:35:37advertiser for this? Let's say if it's
13:35:38Google ads I'll pay through CPM. Um
13:35:41there could be some platform or some PC
13:35:44who would u ask in CPM. So it depends it
13:35:48depends right you know um what should be
13:35:51a campaign medium is all up to you guys
13:35:53then write your name of the campaign. So
13:35:55basically you'll get a URL okay right
13:35:58now I haven't actually u
13:36:01mention anything but I'll just write a
13:36:03dummy one. Okay,
13:36:08see this now this is how the URL looks
13:36:10like. Can you see whatever I filled over
13:36:12here that is implemented in the URL and
13:36:14I can I can just give this URL to you
13:36:16and ask you to put it on the website. So
13:36:18we understood what is attribution
13:36:20modeling. We understood um what are
13:36:23different types okay first click time
13:36:26decay all of those part I gave you an
13:36:29idea of um how one can analyze an
13:36:31analyze the performance of website okay
13:36:34on Google antics and how one can create
13:36:36UTM so case study is by this brand
13:36:38called as church's kitchen okay now one
13:36:41of the challenge that this particular
13:36:43company was facing was they could see
13:36:46some continuous fall in the customer's
13:36:48visit okay um what What was their end
13:36:51user analysis and observation? They saw
13:36:53that audience are trying to they doing
13:36:56that audis which reveals that the age
13:36:59group of audience is between 18 to 40.
13:37:02Okay. Uh
13:37:05and because customer serve a lot on
13:37:07Facebook feed during the waiting time
13:37:09you can probably deliver food on free
13:37:11and all of that. Okay. Uh then the goal
13:37:14okay you need to kind of really push
13:37:16yourself hard if you're not doing a uh
13:37:19you know you need to you know that you
13:37:21want to increase the count of the
13:37:22conversion or you want to increase the
13:37:24count of the customer in the next 3
13:37:25months you have to do day in day out
13:37:28like you you should know that you know
13:37:31basically what is the goal okay so
13:37:33because based on that you'll target the
13:37:35right customer you choose the right ad
13:37:36you choose probably the right uh
13:37:38platform as well okay so what did this
13:37:41particular brand did they started a
13:37:43series of ad which says store traffic
13:37:45and obser objectives. Okay. Uh they
13:37:47added a lot of lot of call to call to
13:37:50action like this get direction and all
13:37:51of that. Okay. Um
13:37:54and people who were interested in like
13:37:56in a very quick serve restaurant they
13:37:58did came down right. customers were
13:38:00bringing some big spenders um which were
13:38:04targeting the third party data right and
13:38:08basically the result that this
13:38:09particular company saw that um that each
13:38:12visit which has costed an average of
13:38:15around only $1.14 and ROI was again four
13:38:19times the return goal in general
13:38:23but I hope you understood this part and
13:38:26I'll close this because we don't need it
13:38:28now Okay,
13:38:31now let's go towards the next part.
13:38:34Okay, I think we can take a 5 minute
13:38:36break and then we can so let's take a 5
13:38:38minute break guys and then we'll start
13:38:39with this particular uh topic. It is
13:38:428:5. Let's take a 5 minute break. Let's
13:38:44take a break till 8:10. Okay. Uh five
13:38:48quickly 5 minute break. I would want you
13:38:50guys to just go and freshen up very
13:38:51quickly. Um go have some water, have
13:38:55something. And uh after 5 minutes at
13:38:578:10 I'll start with how we can use this
13:38:59tool which call which is which which we
13:39:01call as unbounds to create the website.
13:39:05Now we would be understanding u
13:39:08basically you know how one can create a
13:39:10landing page. Uh sorry sorry for how my
13:39:14slides look like right now. Okay. So we
13:39:16would be understanding how to create a
13:39:18landing page. Okay. We did discuss this
13:39:21topic last week like best practices for
13:39:24landing pages right the theme color the
13:39:27form all of that okay so I won't
13:39:29reiterate the same thing I would more
13:39:31focus on this tool that would be
13:39:33discussing which is unbounds okay so
13:39:35unbound is a software which help you to
13:39:37create your landing page okay I mean
13:39:39apart from unbounds there are many
13:39:41platform which will help you to create a
13:39:42landing page okay it's not just unbounds
13:39:44you have WordPress uh again um if you
13:39:48want to create an e-commerce website,
13:39:49there's Shopify, there is Wix. So there
13:39:52many platforms like this where you don't
13:39:55need to do any hard coding. You don't
13:39:57need to be a coder without doing coding
13:39:59also you can create a website. Okay. So
13:40:01some of the most popular tool that
13:40:03people use to create a website is
13:40:05WordPress
13:40:07if it's e-commerce, Shopify, Wix, even
13:40:09this Unbounce thing. Okay. So uh this
13:40:12particular tool unbounds has some really
13:40:15good templates. Okay. They they allow
13:40:17you to do some AB testing with your
13:40:19landing pages, right? You can test one
13:40:20landing page with the other one. Uh it
13:40:22has a layout which has some really good
13:40:24conversion rate. Again, they have a free
13:40:26trial before purchase. So guys, I won't
13:40:29like I have taken the free trial today
13:40:31only to show it to you guys that how the
13:40:33platform looks like. Um if if you guys
13:40:36are taking the free trial, let's say I
13:40:38don't think on the call you would be you
13:40:40will be performing this. But let's say
13:40:42um after the call you want to try this
13:40:44out, please be cautious on this because
13:40:47when you take a free trial uh they still
13:40:49ask you for your card details because
13:40:52after the free trial like if you don't
13:40:53cancel your plan before the free like
13:40:56you know before before the free trial
13:40:58which are 14 days let's say you don't
13:41:00cancel it then it will it will charge
13:41:02you after after your free trial gets
13:41:04completed it will start charging you and
13:41:05again the price is very high. So in case
13:41:08if you're taking the free trial, you're
13:41:10using your card, make sure let's say you
13:41:12just practice it tomorrow or whenever
13:41:15you would want to practice it, use it
13:41:16and then cancel the plan quickly. So it
13:41:18won't even charge you and you can remove
13:41:20your credit card details from there.
13:41:22Okay? So be cautious on those line.
13:41:24Okay? Uh free trial is for 14 days. U 14
13:41:28days if you don't cancel that plan, it
13:41:30will start charging you. So what I would
13:41:32be doing after this call, I'll be
13:41:34canceling my plan there and there
13:41:35itself. I won't even waiting wait for 14
13:41:37days because I'm that kind of person who
13:41:39won't even recollect that I have taken a
13:41:41plan. Okay. Um now as I've told you
13:41:45unbound is really good u u it is
13:41:49effective tool. It can help you to
13:41:51create some easy to convert landing
13:41:52pages. So it is userfriendly. You can do
13:41:54lot of customization. Has a very unique
13:41:57work process. Help business grow their
13:41:59revenue. This can this tool can be used
13:42:01by any kind of business whether it's
13:42:02small, mid or etc.
13:42:05um you don't need to know coding at all.
13:42:07So that's good thing. You can also link
13:42:09your Google Analytics and other
13:42:10analytics tool to this particular
13:42:12platform. Okay. So in this in this tool
13:42:16you once you create your website guys
13:42:18you can see uh insights that how many
13:42:20people have came to your website. You
13:42:22can get some good traffic report. Uh you
13:42:24know it will show you the visitors their
13:42:26attribution the conversion mapping like
13:42:28how many people came to the website out
13:42:30out of that how many people have checked
13:42:32your product add to card. it will show
13:42:33you the entire funnel as well. Okay. Um
13:42:38now um
13:42:41we again because we are creating the
13:42:43landing page we should know that what is
13:42:46the role of a background design right
13:42:47because uh people have a visual visual
13:42:50hierarchy whenever they see the content
13:42:52right so good background design will
13:42:54help customer to kind of notice those
13:42:57attentiongrabbing headlines on your
13:42:59pages right focus on the remaining
13:43:01content and also leave the page if it is
13:43:03not appealing right the customer would
13:43:05judge your background choices based on
13:43:07your brand value, your perspectives and
13:43:10your aura. So be very cautious on those
13:43:12line. Okay. Now if you if you want to
13:43:14create a good if you want to select a
13:43:16effective background design um you can
13:43:18you can use you can either make it
13:43:20abstract, monochrome, geometric,
13:43:22gradient, trending colors, parametric
13:43:24it's up to you. Uh honestly it it is
13:43:27more dependent on the mood board of your
13:43:29brand. Okay. Um now whenever the
13:43:32whenever you create a landing page there
13:43:34are three very important element that
13:43:36one should know. One is you should
13:43:38always put the um you know apart from
13:43:40the call to action you should always put
13:43:43some good offers add your USPS and talk
13:43:46about the benefits and features of your
13:43:48product. Let's say loop offers we all
13:43:50know what is offer. USP is more on the
13:43:54line that okay uh USP is that we provide
13:43:58um
13:44:00free shipping right but benefit and
13:44:03feature of the product would be let's
13:44:04say that you will talk let's say you are
13:44:06a sofa selling company you'll talk about
13:44:08that sofa that okay if you use this sofa
13:44:11the the questions are so good that it
13:44:12will give proper rest to your back this
13:44:14is talking about the features and
13:44:15benefit USP is that you're saying my
13:44:18pricing is low um we have free shipping
13:44:20we have cash on delivery that is USB
13:44:22right so you have to whenever you create
13:44:24a landing page you have to make sure you
13:44:27talk about this okay now I'll give a
13:44:30quick demo on how to um by the way
13:44:34whenever you get the PPTs you would be
13:44:36able to see the steps here also though
13:44:38you have my video recording you can
13:44:40follow the steps as well given in the
13:44:42PPD okay so I'll just quickly take you
13:44:45through the tool now this is a tool
13:44:47called as unbounds as I've told you I
13:44:49have already taken the free
13:44:51subscription. Okay. And I have put my
13:44:53card details because obviously I can't
13:44:55do this on the call but I would be
13:44:56ending that uh plan today only because
13:44:59as I told you we can't take that risk
13:45:01that I'll ex I mean at least I'm someone
13:45:04who wouldn't want to take that risk uh
13:45:06that I'll cancel it after before 14 days
13:45:08let's say on 13 because there's a good
13:45:11chance that I might forget about it
13:45:13right. So hence
13:45:15if you are taking the subscription the
13:45:17free trial also and you're putting your
13:45:19card detail be cautious cancel the plan
13:45:21once you complete your practice don't
13:45:23keep it okay
13:45:26now I just signing to Google quickly
13:45:40okay now this is how your unbound
13:45:43accounts looks like. Okay. Um, it will
13:45:47ask you what kind of page you what kind
13:45:50of content or page you want to create.
13:45:51They have a chat chat bot as well over
13:45:54here. I can just ignore it. Um,
13:45:59so I don't want to see them. Okay. Now
13:46:04I'll choose a template. Okay. So I can
13:46:06check some templates. There are multiple
13:46:08templates. Can you see over here? There
13:46:10are lot of templates over here on the
13:46:12call. So we will go through them and
13:46:14here you'll see the preview of that
13:46:16template. Okay, can you see? So you
13:46:17don't have to do coding at all. You are
13:46:19just taking a template and you're
13:46:20editing the content within it. Like you
13:46:22might have used pent word do and all of
13:46:24that in your childhood, right? Where
13:46:26used to like you are just doing a basic
13:46:28editing. The template is there. If you
13:46:29have used Canva, it's like this. Okay,
13:46:31Canva may you take a template and you
13:46:33edit it. You have a template, you edit
13:46:35that template by changing the picture,
13:46:37changing the content, but the design,
13:46:38the theme, everything remains the same.
13:46:40It's the same thing. Okay. So what do
13:46:42you want to create? Do you want to
13:46:43create a landing page, a pop-up or a
13:46:44sticky bar? Okay, sticky bar is like at
13:46:46the top you see those non-moving um
13:46:49slides. So right now we want to create a
13:46:51landing page. I'll say I want to create
13:46:52a landing page. Okay, what kind of page
13:46:54I want to create? I want to create
13:46:56clickthrough page, coming soon, lead
13:46:58generation. What kind of page I want to
13:47:00create? Okay, let's say I want to create
13:47:01a lead generation uh page. Okay,
13:47:04industry. What industry do I fall into?
13:47:06Let's say I am into
13:47:09service. So I can say I don't know I
13:47:13just say all for now. Okay. Now I I'm
13:47:17seeing there are multiple templates over
13:47:19here. Okay.
13:47:21I can just take whatever. But guys this
13:47:24is like a free trial. Okay. Uh see if if
13:47:27you use Unbounce after 14 days you'll
13:47:30have to buy that plan. Okay. Uh by the
13:47:33way I'll just show you the plan how the
13:47:36pricing is. Um yo
13:47:49this is so I what I did I I selected
13:47:53this first option build one where I
13:47:54started start building for free this is
13:47:56like a 14 day um trial period don't take
13:48:01the premium one for now again see all
13:48:04this all they have four options okay now
13:48:07Each option will have some restriction.
13:48:10For example, if you're using this build
13:48:12version, only one user at a time can
13:48:14edit this website. Let's you have a team
13:48:16of four or five people. You'll have to
13:48:18log out at a time multiple people can't
13:48:21work, right? If you could see. So, hence
13:48:24there are different users count over
13:48:25here. Right? Root domain is like how
13:48:28many URLs
13:48:30um how should I say let's say you want
13:48:33to create four to five website, right?
13:48:36So for each website you'll have a
13:48:37different domain. Domain is like
13:48:39myntra.com, google.com, facebook.com.
13:48:42Right? So here you can only link one
13:48:44domain. But here in other things you can
13:48:46link multiple domains as well. Right?
13:48:48Again there are a lot of pros and cons.
13:48:50Obviously the other ones are better. But
13:48:51for us we'll just select the build one
13:48:53and we'll just use the free version to
13:48:55see how does the platform looks like.
13:48:57Okay. So in case in future if you would
13:48:59want to create you know you can create
13:49:00it again like unbounds WordPress is also
13:49:03same thing right. It's it is more of
13:49:05like there are templates. You're just
13:49:07editing it by changing picture, changing
13:49:09the content. If you want to obviously
13:49:12further change the style, color and all,
13:49:13you can do that. But it is you don't
13:49:15need coding. It is more about your
13:49:16visual um idea. It's it's it's it's all
13:49:20about how do you imagine your website
13:49:21and you put it over there. No coding
13:49:23required at all. Okay. So, I did
13:49:26selected this one uh and then I created
13:49:28my account. I won't do it again because
13:49:30it's already done. Coming over here,
13:49:32which one should we select? So there are
13:49:34many template. I'll just select any
13:49:35random one for now. I really like this
13:49:37one. Looks nice.
13:49:41We'll see more. So you you have like any
13:49:44number of template option. Okay. Um I
13:49:48like this one.
13:49:53Can you can select this and can see how
13:49:55does the template looks like. Can you
13:49:56see this? Okay. So I'll say start with
13:50:00this template.
13:50:09By the way, all the steps are added over
13:50:11here. Don't worry.
13:50:14Okay.
13:50:20Now again guys, it is like your basic
13:50:22editor. Okay. Uh we'll just go through
13:50:26it. You can see the mobile view also. If
13:50:28you want don't want to see the mobile
13:50:30view, you can turn it off. You can see
13:50:31how does your like basically this will
13:50:33show you how does the website would look
13:50:35on mobile and how does this looks on
13:50:37desktop. Okay, starting from this. So
13:50:40you just have to do double click if you
13:50:41would have seen. Okay, like I'm just
13:50:43double clicking on whatever segment I
13:50:45would want to edit. Okay, I want to edit
13:50:46this segment. I'm just double clicking
13:50:48on it. Okay. And exactly what do I want
13:50:51to change? I want to change the let's
13:50:53say I want to change the text, right? I
13:50:55I want to put an image here. I want to
13:50:57put my logo. I can do that. Okay. Like
13:51:00here this is more of like a logo that we
13:51:02need to upload right so you can change
13:51:04the logo there are multiple option can
13:51:05you see there's an option of image what
13:51:07I can do can you see I have an option to
13:51:09upload right now I don't have any logo
13:51:11with me okay so otherwise I would have
13:51:14but uh okay so then upload a new image
13:51:18okay I don't have a logo otherwise I
13:51:20would have selected something but let's
13:51:22let's let's do this um
13:51:27I'm
13:51:29can do this. Let's say let's take this
13:51:32for simply learn only then okay sorry
13:51:36simply learn
13:51:40okay right now can't think of anything
13:51:42else
13:51:52see so I want to change this I'll just
13:51:54upload the logo that I want I'll say
13:51:56upload my logo
13:52:04choose.
13:52:08So scale image to fit. I want to fit it
13:52:10in here. Right? Can you see it's like a
13:52:12basic editing thing that we are trying
13:52:13to do. Okay. Now here like the this is
13:52:16like a box thing. Right. So if you want
13:52:18to make some changes over here, you can
13:52:20you can just you know drop like you want
13:52:22to put a box like let's say I want to
13:52:23put a box over here. Can you see? So
13:52:26these are some different elements that
13:52:27you just want to drag. Like there are
13:52:28sections. You want to have a section,
13:52:30right? I want to put a section in
13:52:32between this. See this. Now this is a
13:52:35section that has been created. I don't
13:52:37want it. I'll do control Z. I want to
13:52:39put some text. I want to So I want to
13:52:41drag some image. So I can just drag
13:52:43everything from here. I want to put a
13:52:45button, right? Let's say um let me put
13:52:48this over here. So everywhere they have
13:52:51put a button. Let's say I want to put a
13:52:53button over here. Okay. So I can just
13:52:55say I need a button somewhere over here
13:52:56in the bit. Can you see?
13:53:01Right. So you you just need to like edit
13:53:03things. Okay. I will go back. I don't
13:53:07want to do that. But you have different
13:53:09elements over here that you want to put
13:53:11on your page. Okay. U now again you want
13:53:14to change this content. I'll just say
13:53:17let's say
13:53:19learn
13:53:21become
13:53:24performance uh
13:53:33in 30 days. I don't know. I'm just
13:53:36putting something guys. Don't don't
13:53:37judge this. But u yeah like you can you
13:53:41can edit this because see you have you
13:53:44can change this color. I don't want to
13:53:45put this in black. I can change that. I
13:53:48have all the option to edit everything
13:53:50over here. Okay, I'll just
13:53:55try to
13:54:01hold on. I'm just scroll down a little
13:54:04bit. I have extended the text a lot.
13:54:14Right. And what I want I can probably
13:54:16stretch this over here. See? Right. It's
13:54:19easy, right guys? You now you want to
13:54:20replace this picture. Replace it.
13:54:22There's an option to change. So if you
13:54:23could see it is like a basic editor.
13:54:27By the way, um this also helps you with
13:54:29the SEO thing. Okay, I don't want to get
13:54:31into SEO, but for example, when I
13:54:33selected this picture, can you see
13:54:34there's an option of alt text. What is
13:54:36alt text in SEO? I'm not sure you guys
13:54:38know this but um whenever the Google so
13:54:42whenever you whenever you want your
13:54:43website to rank higher on the search
13:54:44engine page there will be some bots and
13:54:47crawler who will come Google bot and
13:54:49crawler will come on the page to
13:54:50understand the content of your website
13:54:52okay and they find it very difficult to
13:54:54understand an image so in SEO for every
13:54:56image you have to give an alternative
13:54:58text basically you're trying to explain
13:55:00what this picture is all about right so
13:55:02you you can do some SEO feature there
13:55:04are some options to do SEO optimization
13:55:06as well not that you're creating like a
13:55:09basic website. Whenever you create a
13:55:11website, you have to think it from SEO
13:55:13perspective as well. Okay, I won't go
13:55:14much more in detail because as a paid
13:55:17person, as a paid marketing person, it
13:55:19it is it is not our job. Okay, see as I'
13:55:23I've told you in the past when whenever
13:55:25it comes to website creation, if yes,
13:55:27you are working with a smaller mid-size
13:55:29brand, they might expect you to create a
13:55:30basic website and you can use such kind
13:55:32of tool to do that. But when whenever
13:55:34you're working with a bigger brand,
13:55:36they'll have a web developer who do this
13:55:38job. Okay? But as as I mentioned, if
13:55:41you're getting into paid marketing
13:55:44creating a website, it's okay if you
13:55:46don't know that, but you should know
13:55:47what a good website look like, what a
13:55:49different element, what font style looks
13:55:51good, right? Alignment. So you should
13:55:53have a good idea on what page does would
13:55:57perform better and because you'll be
13:55:58guiding your developer based on that.
13:56:00Okay? Let's say we are creating this.
13:56:02Let's say imagine we are creating this
13:56:04landing page for Indian uh students.
13:56:07Okay, let's say hypothetically
13:56:09this image won't go great because people
13:56:12should relate to that picture, right? So
13:56:14you'll have to use Indian face over
13:56:16here, right? So you as a marketer should
13:56:19know this. Let's say you again you you
13:56:21so this pictures you you always try to
13:56:23observe people use picture based on like
13:56:27let's say this landing page is like
13:56:28obviously if it's a global landing page
13:56:30you can you can't discriminate. Okay.
13:56:32But let's say this landing page is only
13:56:34to get some leads from Indian students.
13:56:36To make that page more relatable, you
13:56:38might have to change this picture and
13:56:39put faces where you where you can find
13:56:42that you know that okay, this is an
13:56:44Indian person out there, right? So can
13:56:46people look into those nitty-g gritties
13:56:48as well. I hope you're understanding. I
13:56:51don't need this picture. I can just like
13:56:53change it and I can, you know, I can
13:56:55change this picture over here. So I
13:56:56don't need it and I I can use another
13:56:58picture all together. Okay. I hope you
13:57:01understood. I don't need this segment. I
13:57:04can delete it as well. Okay. So, not
13:57:06necessary. I have to put it again. I
13:57:09need to edit this. So, can you see? You
13:57:11can edit it like this one as well. You
13:57:13want to change the style of the font.
13:57:16Okay. You can do it. This one is
13:57:17Walcron. But I let's say I want open
13:57:19sands as a um option. So, can you see
13:57:22this got changed, right? I want it to be
13:57:24in a lighter way. So, I'll just select
13:57:26this and I want this to be medium,
13:57:30right? What do I want? So I want this to
13:57:32be light. Right now both are looking
13:57:36very different. So let's just check open
13:57:39sands. Okay. And light
13:57:43again. I want to decrease this size. So
13:57:45it's it's like a basic editor guys. I
13:57:47mean right you want the center alignment
13:57:50change this like a center alignment.
13:57:52Same goes with the form. Now this is a
13:57:54form. Okay. like uh because you're doing
13:57:58a what should I say and there's a lot of
13:58:01editing that you'll have to do guys not
13:58:03just font style okay can you see
13:58:05alignment top left color the font's
13:58:07color the padding like how many columns
13:58:10you want what should be the height what
13:58:12should be the spacing right can you see
13:58:14there are so many things that you have
13:58:15to change the background are you okay
13:58:17with white or do you want to change that
13:58:18as well right so you need to check all
13:58:22this section
13:58:24okay dimension the padding thing.
13:58:26Padding is like the the space between
13:58:30it, right? See this? If I increase this
13:58:33to
13:58:35can you see this this this has changed.
13:58:38Okay. If I make it 100, can you see the
13:58:41space between them is changing. So this
13:58:44is what we call as padding, right? So
13:58:46check you have to check all of this from
13:58:48left side. You want to change the
13:58:50padding from left side, bottom, right,
13:58:52everything. So basically now again I
13:58:56don't I want the text color to be
13:58:58something or like the background color
13:58:59to be something. I can I can change all
13:59:01of them.
13:59:03I hope it makes sense to all of you.
13:59:06Same like it's a template. I'm just
13:59:08editing this template.
13:59:11And if you want to add some more
13:59:12element, you can add it from here. Let's
13:59:14say you want to add more things at the
13:59:16at the end, right? So you have an option
13:59:18to add the section. You just say that I
13:59:20want to add one more section. And you
13:59:21create whatever you would want over
13:59:22here, right? So I can come over here and
13:59:25again I can start with my you know part
13:59:28that okay what do I want? I want to add
13:59:31some picture like I want to add this is
13:59:34where I'll select a text box. So I can
13:59:35put my text over here. Again I want a
13:59:38picture in the corner. I can select
13:59:39picture over here. So guys a basic
13:59:43editing kind of a thing. Okay. And then
13:59:46you have to say publish. Okay. Publish.
13:59:49When you say publish guys that means um
13:59:52the users can see your website in that
13:59:54way. Okay. But you you don't want to
13:59:56publish. You just want to see how your
13:59:57website is looking. Take a preview.
14:00:00Okay. So you can take a preview but I
14:00:01have not saved the changes. I can just
14:00:03say that okay I want to save the
14:00:04changes. I know I have not created a
14:00:06great website. I my job is only to show
14:00:08you the features. Okay. I'll just say
14:00:11you know publish it or let's say that
14:00:12let's take a preview of it
14:00:16like how how this would look like.
14:00:21See obviously I made a lot of rubbish
14:00:23changes but I hope you understood.
14:00:27Very good. I'll just close this word doc
14:00:29because I think okay let's let's keep it
14:00:32in case we might need it again. And yep.
14:00:36So the last one is uh an activity. Okay,
14:00:40I will obviously guide you through it.
14:00:41Don't worry. So, uh
14:00:45basically for till now, okay, you guys
14:00:48know what are different form of digital
14:00:50marketing. You know how one can create a
14:00:52best landing page and you guys also know
14:00:55uh what is Facebook pixel, how do we do
14:00:57budgeting, what is attribution modeling,
14:00:59right? So now we will take one scenario
14:01:01and we'll try to understand um what all
14:01:06a digital marketer or a performance
14:01:07marketer can do in such scenario. Before
14:01:10I go to to to that I just wanted to say
14:01:12that okay in case you are guys are
14:01:14taking that free subscription on
14:01:15unbounce uh as I told you you have to
14:01:18delete that subscription right so how do
14:01:19you delete that you just have to go to
14:01:21your profile okay there's an option of u
14:01:24like uh account overview you just go
14:01:27there and
14:01:30there under the subscription section
14:01:32like right now I've cancelled my
14:01:33subscription okay so I won't be able to
14:01:37see anything can you see Um
14:01:41but all you here somewhere over here
14:01:44you'll see an option to cancel your
14:01:45subscription. Okay. So always cancel
14:01:49your subscription.
14:01:51Now right now I'm not getting option to
14:01:53cancel the subscription because I've
14:01:54already done that. Okay. So yes, uh
14:02:03I'll just
14:02:13so it takes your uh
14:02:16car detail. So be be cautious on that as
14:02:19well. whatever it is
14:02:28when you see you have 13 days left in
14:02:30your free trial once completed your
14:02:33build plan will be automatically
14:02:34cancelled on your next billing because
14:02:36I've already cancelled my subscription I
14:02:38can still do some practice over here
14:02:40okay but it won't charge anything for me
14:02:42okay so my entire subscription would be
14:02:46cancelled cool so please cancel the
14:02:49subscription ion. Anyways, we'll go back
14:02:51to the main part. Um, now there's a
14:02:55scenario. Okay. Uh, we'll go through the
14:02:58scenario guys. I would want your
14:02:59intervention as well. But in case you
14:03:01don't respond, obviously I'm the one who
14:03:03have to tell you what exactly can be
14:03:06done in such scenarios. Okay. So now
14:03:09this is a scenario. Okay. There's this
14:03:11person called as Bob. Okay. And this is
14:03:13an activity. This entire thing is an
14:03:14activity. So for next 1 hour we'll just
14:03:17put ourself in in his shoes and we'll
14:03:19try to understand what exactly can be
14:03:20done. Okay. So now Bob has observed that
14:03:23the traditional marketing that he
14:03:25organized is not meeting the end goal in
14:03:27the last 6 month and there's no increase
14:03:29in the convergence. Okay. Now he's
14:03:32working in a travel agency. So basically
14:03:34the travel agency is planning to
14:03:35organize a digital campaign for
14:03:36advertisement and marketing and hence
14:03:39entrusted Bob to strategize a paid
14:03:41campaign to attract increased sales and
14:03:43conversions. So we understood Bob is a
14:03:45person who works at a travel agency.
14:03:46They are doing traditional marketing.
14:03:48It's not working well. Hence they're
14:03:49switching to do digital marketing and
14:03:51they're specifying on the paid campaign
14:03:54and they want Bob to do some strategies
14:03:56uh and help in you know increasing the
14:03:58sales and the conversion that is this is
14:04:00like a overview or the problem
14:04:02statement. Okay. Now um by the end of
14:04:06the session again we would be
14:04:08understanding uh how we can compare
14:04:10digital marketing to traditional how we
14:04:12can build paid campaign how we can
14:04:14choose right dynamic ads and how we can
14:04:16do proper budgeting. Okay. So we'll go
14:04:19one by one. Okay. So the first one the
14:04:22first case study of the marketing
14:04:24strategy is that see Bob has changed his
14:04:27company's marketing strategy from
14:04:28regular offline marketing to the online
14:04:30one and again some of the changes that
14:04:32he did. Okay. So if you could see
14:04:36earlier it was offline now he switched
14:04:38to online okay so in offline the reach
14:04:41the area was not specified okay it
14:04:42wasn't defined he wasn't able to create
14:04:45any single report of his analysis okay
14:04:47it almost took six month um to do one
14:04:50advertisement and still he felt it's
14:04:52something is incomplete right he
14:04:54obviously
14:04:56created an excel sheet of people who
14:04:58needed retargeting and cold call
14:05:00repetitively but he couldn't do it with
14:05:02offline so he thought okay let's switch
14:05:04to online because in online uh he can
14:05:06reach worldwide you can trace like whom
14:05:09you are reaching out to okay you can
14:05:11have a proper analytical report we just
14:05:13saw Google an antics right now where
14:05:14everything is getting tracked right and
14:05:17when you do online it it took only one
14:05:19month for him to create a good paid
14:05:21campaign and uh get some good response
14:05:23okay on social media as well he did lot
14:05:25of retargeting through Mailchimp
14:05:27Mailchimp is basically an email
14:05:29marketing tool okay so um retargeting
14:05:31I've already talked about you know you
14:05:33See the people who have checked your
14:05:35website didn't purchase you're trying to
14:05:36do remarketing to them. He tried doing
14:05:38remarketing through Mailchimp and got
14:05:40some good response over there as well.
14:05:42Right? again uh when he was doing
14:05:45offline he had invested invested around
14:05:48$3,000 uh uh dollars in multiple
14:05:51billboards right did lot of TVs uh but
14:05:54again couldn't measure the uh the
14:05:57performance whereas in online he hardly
14:05:59invested $2,000 but he could see how
14:06:02much views you have got how much clicks
14:06:04he has got because again it's digital
14:06:05right here um he couldn't even establish
14:06:10some reliability okay here he could
14:06:13create some reliability by consumers
14:06:16feedback, took some surveys and he can
14:06:18add some personal touch through
14:06:19influencer marketing. Right? Here he had
14:06:21to scale city wise gradually over 6
14:06:24months. Here he can target multiple
14:06:25country worldwide uh and get customer
14:06:28from always every major cities out
14:06:30there. Okay. Okay. When I talk about
14:06:33Google ads basically you have to mention
14:06:36what kind of ads you would run on Google
14:06:38ads. Now in Google ads there are also
14:06:39different kind of ads. Okay. Okay, I'll
14:06:41just give you an overview right now
14:06:42quickly.
14:06:44You have search, you have YouTube which
14:06:46is like also called as a video. Okay,
14:06:49you have display,
14:06:52you have shopping as well, but shopping
14:06:55is not applicable. Shopping ads are
14:06:56something that appears when like this.
14:07:00Let's say if I search for a tote bag,
14:07:02you will see the shopping ads. So, we
14:07:04can't run this for a travel company.
14:07:05Hence, there's no point of taking
14:07:06shopping ads. Okay? And we can do some
14:07:11I've mentioned search video display we
14:07:14have demand gen as well. So now I'll
14:07:17tell you what exactly are this okay what
14:07:19are search as we I think I've reiterated
14:07:21multiple time let's I'll say um
14:07:30let's see if there's anyone see
14:07:32booking.com is running this ad this is a
14:07:34search ad right so obviously if a person
14:07:36is searching for that query you would
14:07:37want to show your ad hence we'll keep a
14:07:39search ad right then what what is next
14:07:41I've mentioned YouTube and video ad so
14:07:44search ad is usually done for and
14:07:47virgin. Okay, YouTube and video ads.
14:07:50Basically, video ads are nothing but
14:07:52YouTube the ads that you are seeing on
14:07:53YouTube. This is usually done for
14:07:55awareness. Obviously, you would want to
14:07:56do awareness of your uh new trips and
14:07:59all of that, right? So, the skippable
14:08:01ads I mean the non-s skippable ad you
14:08:04you see right when you're seeing a video
14:08:05there ad that comes which you can skip
14:08:07which you can't skip. So, you can take
14:08:09that as well and display is something
14:08:12which will appear on the third party
14:08:13website. This you can use for
14:08:15remarketing purpose, right? Demand gen
14:08:17would show your ads on um
14:08:21Gmail, YouTube feed
14:08:25and the discover section. Okay, I'll
14:08:27just show you where does the demand uh I
14:08:29think display ads I've shown you in the
14:08:30past as well. Right, third party. So
14:08:32what Google has done Google uh there are
14:08:34many websites and app who have um
14:08:38registered themselves on Google AdSense.
14:08:40Basically Google AdSense is let's say
14:08:41you get good amount of traffic on your
14:08:44website and you want to earn some money
14:08:45out of it. You register them yourself on
14:08:47Google AdSense. For example, Pink Villa
14:08:49has registered themselves on Google
14:08:50AdSense and now Google is using some of
14:08:53their free slots to show ads of
14:08:55different advertiser like for here over
14:08:57here we might see some ad in a while and
14:08:59if if someone clicks on it some amount
14:09:01of money will be given to Pink Villa
14:09:03some of the money would be taken by
14:09:04Google right so this is what we mean by
14:09:06display ads and your demand genen ad is
14:09:10um
14:09:12I'll just show this to you also quickly
14:09:15so
14:09:17Um,
14:09:21see
14:09:22this is your demand gen ad. Okay, it
14:09:25appears on YouTube first thing. Okay,
14:09:28the picture is still loading. So, let's
14:09:29wait for the picture to load.
14:09:32So, it appears on your YouTube. It
14:09:34appears on your discover section as
14:09:36well. This is a discover section on your
14:09:38phone. Okay? And it appears on your
14:09:40Gmail as well. Can you see this ad by
14:09:42Samsung? This is this is like a ad on
14:09:44discover section. like below your search
14:09:46bar you read news right this is how it
14:09:48appears on Gmail and this is how it
14:09:50appears on YouTube so this is demand gen
14:09:53campaign basically where your ad would
14:09:55be shown on YouTube feed uh discover
14:09:57section and the Gmail so ideally in
14:10:00Google ads you need to explore all this
14:10:02four section
14:10:05make sense
14:10:08yes guys I hope you understood
14:10:15Right. Apart from that we have mentioned
14:10:17why Instagram, Facebook, WhatsApp
14:10:18because all these three are important
14:10:20place right where you should do your
14:10:22advertisement. You can't miss out. These
14:10:23are like a common platform where you
14:10:25should be there. Okay. Now if you have
14:10:28more budget okay and because you are
14:10:30about travel company um LinkedIn is not
14:10:33a platform for you guys I mean it's more
14:10:36of like a professional platform a bit
14:10:38risky to consider that but yes you can
14:10:41check Snapchat once okay again Snapchat
14:10:43is like a social platform you can if if
14:10:45if the client asks for more platforms
14:10:48let's say they're saying okay Google and
14:10:49meta is very standard give us some like
14:10:51new platform as well where we would want
14:10:53to test it out okay so for testing
14:10:55purpose okay Now for testing purpose
14:10:57when I say testing purpose you'll put
14:10:59only very less amount of money for that
14:11:01but you can try out Snapchat ads okay
14:11:03you can try out Bing ads Bing ad is like
14:11:05after Google there lot of people you use
14:11:07Bing browser so you can say that okay
14:11:09for testing let's try out Bing as well
14:11:12right um again if if you are
14:11:16not there if you're doing this
14:11:18internationally then Tik Tok is also
14:11:19trust me like I know many brand
14:11:22internationally who spend equal money on
14:11:25meta and equal money on Tik Tok right so
14:11:29you never know you can try out so this
14:11:31are some platform where you can test out
14:11:32okay this are like you can put some
14:11:34money to test out and see right but
14:11:36ideally your OG's are Google and meta
14:11:40now what are the metrics that you would
14:11:42check guys okay see the client has
14:11:45clearly said they want good amount of
14:11:46sales and conversion okay so when we say
14:11:49sales and conversion guys metrics mean
14:11:51there are multiple metrics what are the
14:11:53KPI what are the main metrics okay so
14:11:56Your
14:11:58KPI, your main key performing indicator
14:12:00would be if you are doing lead
14:12:02generation then it would be number of
14:12:04leads. Okay, cost per lead,
14:12:10number of quality leads for for that
14:12:12matter. So the amount of leads you'll
14:12:15get some of them would be junk as well,
14:12:16right? So you have to find out that out
14:12:18of so much leads you have got how much
14:12:19by quality okay and how much you are
14:12:21paying for cost per quality lead as
14:12:23well. If you're doing if you're
14:12:24considering lead generation over here
14:12:26okay then um your conversion rate
14:12:31basically after people clicking on your
14:12:33website how many people are actually
14:12:34converting how many people are actually
14:12:36filling up the lead form right this is
14:12:39your job if in if this you're doing for
14:12:41lead generation okay but then if so I'll
14:12:45mention this is for lead generation this
14:12:47would be your KPI metric but let's say
14:12:50on your website there's an option for
14:12:52the person to go and do the booking
14:12:53online and everything then obviously it
14:12:55would be different you will see um
14:12:57number of conversion or I'll say number
14:13:00of sales you'll see cost per sale
14:13:04you will see again the conversion rate
14:13:06over here and you will see a very
14:13:08important thing called as return on ads
14:13:10spent how much you have spent let's say
14:13:12for your paid campaign on Google ads you
14:13:14have spent 20,000 how much revenue you
14:13:17were able to generate
14:13:19so these are your main KPIs okay but
14:13:22apart From that there are you can see
14:13:24some basic metrics as well that how much
14:13:26impressions we have got what was our
14:13:28reach right I think I've already
14:13:30discussed what is the difference between
14:13:32impression and reach reach is we have 10
14:13:34people on the call and I see my reach is
14:13:3610 that means each one of you have seen
14:13:38my ad if I say my impression is 20 I
14:13:41mean that so impression is number of
14:13:44time your ad has been shown reach is
14:13:45number of people who have seen your ad
14:13:47so impression is usually higher than
14:13:49reach see reach and impression either
14:13:52can be equal or impression can be higher
14:13:54than reach but it can't be vice versa.
14:13:57Reach can never be higher than
14:13:59impression. Okay. So always understand
14:14:02this. Okay. Then you would see how much
14:14:05clicks you have got. What is your CTR?
14:14:07What is your cost per click but these
14:14:09are not your main metric. Your main
14:14:11metrics are related to leads and sales.
14:14:14Make sense
14:14:16guys? Yes. Do you guys agree or do you
14:14:19have more point of view for this? Like
14:14:22do you think we are missing out
14:14:23anything? We have discussed the metrics
14:14:25and the parameters and the channels that
14:14:27we think right now which are best.
14:14:32Now imagine guys okay let's say the
14:14:35person might ask you for more in-depth
14:14:36insight. Now there are people who would
14:14:38ask you for more in-depth insight. Let's
14:14:39say uh people like me would okay we
14:14:42would see this and okay I'll see that
14:14:43you are mentioning that you want to run
14:14:45uh YouTube video and you want to run a
14:14:47display campaign. I'll ask you what
14:14:49exactly you'll do over here. Okay. So
14:14:52now in in your YouTube video okay so
14:14:55basically in your video campaign video
14:14:57and display campaign guys you can choose
14:15:01okay on which YouTube channel on which
14:15:05YouTube video uh on which website and
14:15:09which app you want to show your ad. Now
14:15:12your strategy would be take your
14:15:14competitor's uh v. So let's say if we
14:15:16are doing this for booking.com I would
14:15:18want to show my ad on make my trips
14:15:20channel or make my trip video or I would
14:15:22want to show my ads on those channel
14:15:24where people are talking about
14:15:25traveling. Right? So then this is a
14:15:28strategy would come into picture that
14:15:30you will only choose because you're
14:15:32doing display and video and it gives you
14:15:34an option to choose specific channel
14:15:37video websites and app related to
14:15:39traveling. choose that. And when I say
14:15:42traveling, take a mix of everything.
14:15:43Take your competitor uh channels, video,
14:15:48um
14:15:53website, app or take some influences
14:15:58detail as well, right? Influencers are
14:16:00also there, right? And then you can say
14:16:02take some uh
14:16:05general channels. When I say general
14:16:06channels like those uh you know uh those
14:16:09travel channels.
14:16:11So you this is where your strategy comes
14:16:13into picture.
14:16:16Targeting is where you strategize guys
14:16:18in paid campaign. Okay. Try to
14:16:20understand what is in your control. What
14:16:23makes your paid campaign great? The
14:16:25targeting that you choose how specific
14:16:27it is. Right? The communication that you
14:16:30write like imagine guys now because it's
14:16:33about traveling.
14:16:35If I'm trying to show my ad in India, in
14:16:37in every state, the language is
14:16:39different. So, and you are a traveling
14:16:42company, right? You're a traveling
14:16:43agency. Travel is something that
14:16:45everyone does. So, you can use regional
14:16:47communication over here, right? Let's
14:16:49say you're running ad in Maharashtra as
14:16:51a state. There you would you can run
14:16:53your ad. You can use communication in
14:16:55Marati, Hindi and English both and see
14:16:57which performs well. You're running it
14:16:59in some another state. Use the regional
14:17:01language along with Hindi and English
14:17:02and see which one performs well. So your
14:17:04communication, your content, right? This
14:17:07this are in your control.
14:17:11I hope as this answers like this makes
14:17:14sense to all of you.
14:17:18Yeah. But um
14:17:21that
14:17:23that doesn't is not part of paid
14:17:25campaign viral. See that comes under
14:17:28your social media organic where you're
14:17:30hiring some influencers and they're
14:17:32creating content for you. Yes, but if
14:17:34you want to use this content that
14:17:36influencer has created and you want to
14:17:37run that as an ad that that is part of
14:17:39paid campaign. So basically you're
14:17:41saying UGC UGC content. Basically
14:17:45whatever content the influencers are
14:17:46creating we would run that as an ad. If
14:17:49you're saying that okay we won't run
14:17:50this as an ad we'll just put it on my
14:17:52social media. It is not part of paid
14:17:54campaign. Right now we are just
14:17:55discussing strategy with respect to paid
14:17:57campaign.
14:18:00Make sense?
14:18:03But thanks for a very good insight. I
14:18:06would want others also to participate
14:18:08guys. This is ideally your job to do it.
14:18:10I'm just helping around but I could see
14:18:12it's me answering and viral over here.
14:18:14But Nino W guys others as well please
14:18:17please participate in this. So we were
14:18:20able to solve the first activity. I
14:18:22think we had a good discussion on this.
14:18:24Great job. Um now channel I think we
14:18:27have already discussed right. Bob is
14:18:29still not sure that the paid camper is
14:18:31better to reach more customer globally.
14:18:32Let us help him understand with the help
14:18:34of examples. Okay. So now um
14:18:39there are some activities over here.
14:18:41Okay. So Bob has understood the key
14:18:42metrics and the parameter that are
14:18:44required for online marketing. He has
14:18:45analyzed and choose the paid campaign as
14:18:47a best marketing channel for his agency.
14:18:49Now we want to create strategies for the
14:18:51paid campaign and we need to help him to
14:18:53achieve this. Okay. So let's go one by
14:18:56one. Okay. First thing
14:18:59see now strategy wise u
14:19:03he can I mean what what are the
14:19:05strategies that he can do okay in paid
14:19:08campaign
14:19:11first thing he will have to do awareness
14:19:14separately so he'll have to write two
14:19:15kind of campaign okay run two type of
14:19:19campaign okay
14:19:23or ideally three type of campaign is
14:19:25suitable Okay, I'll tell you what are
14:19:28those. One is awareness.
14:19:34Second one is consideration
14:19:37and then third one could be
14:19:40convergent. Why he has to do this? Why
14:19:43he can't just focus on conversion?
14:19:44Because see if you just keep on showing
14:19:46ad to the people who already know your
14:19:48business, your business wouldn't grow.
14:19:50Awareness and consideration will help
14:19:52you increasing that audience pool. See,
14:19:55imagine if I just always show my ads to
14:19:57those people who already know my brand.
14:19:59How would I grow my brand? How would I
14:20:02reach out to more people? I want to I
14:20:04have to make sure that I'm reaching out
14:20:05to more people as well. And so what
14:20:08happens usually how does the flow looks
14:20:10like? Okay, at awareness you are showing
14:20:13ad to new people, right? They will
14:20:15always come to a consolidation and
14:20:17conversion stage where you'll do
14:20:18remarketing to them. So awareness is
14:20:19very important because this will help
14:20:21you to increasing your audience pool.
14:20:23Right? Now what is the next what in this
14:20:26also now we'll have to differentiate
14:20:28okay what we'll do in awareness what
14:20:30we'll do in consideration for because
14:20:31for all the three strategy the targeting
14:20:34everything would be different starting
14:20:35with whom would you target over here
14:20:39right first let's understand what are
14:20:40the channels you would take awareness
14:20:42what are the best channel YouTube
14:20:46okay YouTube is the best channel and
14:20:49meta as well okay I don't think you
14:20:53should do search and display because
14:20:55when we say awareness people connect
14:20:57more with video right here the targeting
14:21:01would be more about people's demographic
14:21:04trait their interest uh their behavior
14:21:08traits okay because there are new
14:21:10audience for us correct now but in a
14:21:13consideration campaign we might would
14:21:16want to run a display campaign where
14:21:18we'll do you know where we do kind of
14:21:20remarketing to them right uh and Here my
14:21:23targeting could be again
14:21:27reaching out to a lookike audience.
14:21:29Okay, lookike or a similar audience. Now
14:21:31what do I mean by look like or similar
14:21:32audience? This people. Okay, what are
14:21:35look like and similar audience? Let's
14:21:36say you have a I'll give you an example.
14:21:39Right now we have how many people on the
14:21:40call? Um I don't know nine or 10 people.
14:21:44Let's say we have 10 people on the call.
14:21:45Right now what does it look like on a
14:21:47similar audience? Simply learn has data
14:21:50of all of us over here. like simple
14:21:51learn has a data of all these people
14:21:53right now who are there on the call what
14:21:55simply learn can do simply learn can um
14:21:59go on meta or even on Google u not
14:22:03google let's cut google for now on meta
14:22:06they can create a lookike audience
14:22:07lookike audience is see you are trying
14:22:09to tell meta that this is my current
14:22:11audience who are already converted I
14:22:14want to reach out to people who have
14:22:15similar characteristic to this current
14:22:17audience of mine did you understood so
14:22:20we have nine people on the All you all
14:22:21are converted like we all are converted
14:22:23for simply learn right we know simply
14:22:24learn we are already an audience of
14:22:26simply learn now simply can use this
14:22:28data put it on meta and tell meta that
14:22:30hey meta this is the um this is the how
14:22:35should I say audience this is the
14:22:36audience who already converted I want to
14:22:38reach out to people who have similar
14:22:39characteristic like this audience when I
14:22:41sim when I say similar characteristic
14:22:43they have same interest same trait same
14:22:46behavior I'm not talking when it comes
14:22:49to geographical location it's not I'm
14:22:51residing in Pune. So the similar
14:22:52audience should also reside in Pune. No,
14:22:54I'm interested in digital marketing. The
14:22:56similar audience should also be
14:22:57interested in digital marketing. So
14:22:58lookike audience is a good thing, right?
14:23:00We are trying to create a look like of
14:23:02our existing audience and it's possible
14:23:04to do it on meta, right? So you can do
14:23:06it that way. And again here in the
14:23:09conversion campaign, you clearly focus
14:23:12on remarketing. Remarketing through
14:23:16Google search and meta. Here apart from
14:23:20display you can also run
14:23:24search campaign. Okay. Here the
14:23:27targeting would all be remarketing.
14:23:31I hope you're understanding how your
14:23:34communication would be different. Here
14:23:35the communication would be you can show
14:23:38some testimonial right. Uh
14:23:45the people will convert more when they
14:23:47see some testimonial. Yeah. will more
14:23:50offers and discount right for an
14:23:53awareness kind of a campaign your
14:23:55communication would more be with respect
14:23:57to let's say talking about the benefit
14:24:00the USPS right um offers again you can
14:24:05use some offers over here at a
14:24:06consideration campaign again here you
14:24:08can use your UGC content would really
14:24:10work well because when a person has an
14:24:12awareness stage and if you want to put
14:24:14that person to the consideration on
14:24:15conversion stage they always will follow
14:24:18what what the influencer is doing. So if
14:24:19you put some influencer UGC is nothing
14:24:21but your influencer based content
14:24:25it it it will create that impact in in
14:24:28mind of that customer that you know my
14:24:29influencer is using this product there's
14:24:31a good chance they might opt out in
14:24:34using the products right I hope you're
14:24:38understanding this guys
14:24:42yes or no
14:24:45great now Uh
14:24:49so creating a landing page, Bob Khalik
14:24:52told him that an effective landing page
14:24:53will help him business grow. Now he want
14:24:56to take reference from some of the pages
14:24:57and understand their importance.
14:24:59Finally, if it really helps to attract
14:25:01an audience, let's help him create a
14:25:02landing page. Now I won't go and create
14:25:04a landing page. It will take a lot of
14:25:06time. But now check what kind of ads
14:25:10people are running in your industry and
14:25:12check their landing page. Take some
14:25:14inspiration from there. Right? Like
14:25:17again if we will we can just check this
14:25:19quickly right now on the call itself I
14:25:21can uh see
14:25:25let me search for uh trip to
14:25:31Vietnam
14:25:35uh it's not running any ad but um
14:25:40Vietnam
14:25:41to package
14:25:46Yeah, my make my trip is running this
14:25:47side. Can you see package starting from
14:25:4946,000 whatever it is? We can just see
14:25:52right now
14:25:54here. See, make my trip is ideally not
14:25:57doing lead generation. Like if I select
14:25:59this, I can just choose my I think
14:26:04I don't need it. Skip. See this? I can
14:26:07just choose a date. I can just choose
14:26:08the rooms and all of that. If I'm okay
14:26:10with it, I'll just proceed to the
14:26:12payment. So ideally we won't do lead
14:26:14generation. We will also consider that
14:26:16this for travel agency they are also
14:26:18asking directly people to go and
14:26:20purchase. But see if it's a new travel
14:26:22agency make my trip is someone people
14:26:24know right? They they have that kind of
14:26:26trustworthiness. So people might also do
14:26:28the transaction. But if it's a new
14:26:30company it's very difficult for them to
14:26:31convince a person to come to the website
14:26:33and purchase the product. Right? So then
14:26:35you do lead generation at the start once
14:26:37people have that trust you can give an
14:26:38option of this as well. So you give both
14:26:40the option either give your details and
14:26:41we'll call you or if you want to do the
14:26:43transaction you do the transaction. So
14:26:45do both. Basically, if you're a new
14:26:47travel company, again, this is a
14:26:49strategy that you could put. When I say
14:26:51new travel company, you're known
14:26:52offline. You're not known online, right?
14:26:54The problem over here with Pop was he's
14:26:56coming online right now. Make sense? You
14:26:59see, so then see what how the landing
14:27:01page has been created by your uh uh how
14:27:05should I say by your competitors and try
14:27:07to choose try to implement take some
14:27:10bits and pieces from there. Obviously,
14:27:12you'll have your own AB testing, but
14:27:14let's say two-day trip to
14:27:17I don't know Mumbai.
14:27:21Anyone else who's running an ad?
14:27:24No.
14:27:28Now,
14:27:31very cool. Here in tools, we have an
14:27:34option of planning and there you do
14:27:36keyword planner. Okay, I'll just show
14:27:38you how this tool works and a very great
14:27:40tool. My one of my favorite tool here
14:27:42you have to use this discover new
14:27:43keyword section. Now you have two
14:27:45option. Okay, either you give some
14:27:46prompts. You can give maximum 10 prompts
14:27:48over here and Google will give you
14:27:50keyword similar to that. Or let's say
14:27:52you are not you don't know that business
14:27:54so you can't give prompt. Then you can
14:27:55use a start with the website section
14:27:57where you can give for whatever brand
14:27:58you're doing keyword research you can
14:27:59put their URL. I always prefer start
14:28:02with a keyword because start with a
14:28:04keyword gives me more keywords because
14:28:06in start with the website Google will
14:28:08just take keywords from the website
14:28:09itself. It won't go over and above that.
14:28:11So I prefer start with the keyword
14:28:13section. Okay. But it's up to you guys
14:28:14whatever you are comfortable with. Okay.
14:28:16Now let's say for this travel agency
14:28:18hypothetically we are just looking out
14:28:20for
14:28:22so we have decided that we would be
14:28:24pushing um Maldives right now. Okay. So
14:28:28let's just do a keyword research for
14:28:29Maldives. Okay. And we'll see. So I'll
14:28:32give prompts like um
14:28:35tour
14:28:37maldives. Okay. Uh tour package
14:28:42for Maldives. Okay. Let's see what what
14:28:45what do we get?
14:28:48Okay. So we can put more prompt. Uh
14:28:52I think we have got enough keyword. I
14:28:53couldn't think for more. But can you see
14:28:54we have got around like 562 keywords.
14:28:57562 is also a lot. And can you see they
14:29:00have given me all the combinations
14:29:01related to Maldives over here. Yes.
14:29:04Could you see there are almost 562
14:29:06keywords that we have got right? Can you
14:29:09see now what exactly it's showing me?
14:29:12This keyword tool will tell me the
14:29:13monthly searches. Basically on an
14:29:14average in a month how many people are
14:29:16searching for this keyword. Now this is
14:29:18where you can understand also which
14:29:20which which location you should vouch
14:29:22for more. Let's say I'll do it over here
14:29:24only right tour package for Vietnam.
14:29:30and see which one has more search
14:29:32volume. Can you see like ideally it is
14:29:36oh Vietnam is more popular which is very
14:29:39I think it could be because of the
14:29:40pricing as well. Vietnam package is not
14:29:42that expensive and if you are we are
14:29:44doing this for India locations so again
14:29:46for Indians if they're going abroad the
14:29:49first probably the I mean I've seen many
14:29:51I've seen this as a common trade people
14:29:53choose they start with Vietnam first
14:29:54then they explore other locations as
14:29:56well like you know first it's because it
14:29:58could be their first for the first
14:29:59international trip I'm saying okay so
14:30:02again I think I could see we can clearly
14:30:04decide right so you want to like you
14:30:06want more volume then you promote more
14:30:08of your Vietnam tour package but you
14:30:10want more better return on ad spend
14:30:12probably Maldives would work better
14:30:13because Maldives package price is also
14:30:15higher so decide yeah this keyword
14:30:17research will also help you in deciding
14:30:19which package you should push more or
14:30:21which location you should push more
14:30:23right for now I'll just remove Vietnam I
14:30:26just want to see now for India I mean
14:30:29average monthly searches is on an
14:30:30average how many people are searching
14:30:31for this keyword okay here it will show
14:30:34you if you want to run ad for this
14:30:35keyword how much you'll have to pay for
14:30:37each click for example for this keyword
14:30:40The minimum cost per click will go
14:30:42around 7.77. The maximum will go around
14:30:4442, right? And this is for overall
14:30:47India. Let's say you just run this ad in
14:30:49Mumbai location like a tier one city in
14:30:51India. Then see how it we this number
14:30:54would change. Okay, the monthly searches
14:30:56would change because I'm changing the
14:30:57location. See, can you see now it has
14:30:59become expensive in Mumbai the average
14:31:00monthly searches has obviously dropped.
14:31:02India may there's more population but
14:31:04just taking one tier one city the
14:31:06average monthly searches would drop. But
14:31:08can you see the CPC has also increased
14:31:09because in tier one cities there's more
14:31:11competition.
14:31:13I I hope you're understanding this. So
14:31:15you have to check all the factors and
14:31:18then you choose what keyword you would
14:31:19want to select. Obviously you'll have to
14:31:21choose keyword which has good search
14:31:23volume right and something that you
14:31:25should afford as well. Let's say you
14:31:26don't have a budget right you can't you
14:31:29can't you there's no point if you don't
14:31:31have a budget. Let's say this keyword.
14:31:33Look at the CPC. 128 is the highest for
14:31:35each click guys. All inclusive trip to
14:31:37Maldives. This keyword is so popular.
14:31:40Can you see? And the basic cost per
14:31:42click is 37. The highest is 128 in
14:31:45Mumbai.
14:31:47You're understanding this. This is just
14:31:49click. Let's say what what I'm trying to
14:31:51tell you is click doesn't assure
14:31:53conversion. 10 people would click
14:31:55probably only one person would convert.
14:31:58So we'll do a random match over here.
14:32:00Okay? See this? You have to do like lot
14:32:02of back calculation to understand this.
14:32:05See imagine we'll take the worst case
14:32:07scenario that you're doing this running
14:32:08this ad only in Mumbai and your CPC you
14:32:11are getting is around
14:32:14128 the maximum range we have selected.
14:32:17Okay. And here I will say that um I've
14:32:21got
14:32:23100 clicks. Okay. Out of that how many
14:32:26people would have so how much we have
14:32:27spent
14:32:29100 into 128
14:32:32we have spent around 1 lakh sorry 12,800
14:32:36okay now out of that
14:32:39let's say how many people would convert
14:32:41let's say only one person also converts
14:32:43and your Maldim trip is um you know what
14:32:47is like what is your average order value
14:32:48for Maldive trip let's say you're giving
14:32:50that service in 50,000 don't you think
14:32:53it is profitable to run this card right
14:32:56you are spending I hope I've done the
14:32:58correct calculation yeah 1000 into 128
14:33:01per click you'll be spending 12,800 only
14:33:04even if one person converts
14:33:06it it it is profitable right you spend
14:33:0812,800 and you have got a revenue of
14:33:1150,000
14:33:13so you have to do this back calculation
14:33:15to understand is it profitable see many
14:33:17brands who look after the profitability
14:33:19as well that is it profitable for them
14:33:21to run a paid campaign or
14:33:24Clear guys how does the keyword research
14:33:27thing you'll do? Yes. No. So to find out
14:33:31right keyword you have to use tool like
14:33:33Google keyword planner tool. You can
14:33:35download this in an Excel sheet and then
14:33:36you can choose what keywords you want to
14:33:38pick up based on your budget. Can you
14:33:41afford the CPC based on the search
14:33:43volume right
14:33:45and just one thing to decide right
14:33:48keywords. See how do you find out which
14:33:51is the right keyword?
14:33:55First thing you should always look after
14:33:56is relevance. How relevant that keyword
14:33:58is. So let's say you are promoting
14:34:01Maldives package. So the keyword should
14:34:03has should have Maldiv's word in it. You
14:34:06can't just show ad on a keyword which
14:34:08says u to international tour package.
14:34:10It's very vague, right? You have to
14:34:13choose specific keyword. So the keyword
14:34:15should be relevant. Okay. Then the
14:34:18search volume, how popular that keyword
14:34:20is. Check the search volume. Check the
14:34:23competition of that keyword, how
14:34:24competitive it is. And lastly, you see
14:34:26the pricing like then you see the bid
14:34:27range that can you afford or not.
14:34:30Clear
14:34:32price. I hope it's clear with respect to
14:34:34so we have thought of what are the
14:34:36keywords that we would choose right. uh
14:34:42now I think for the dynamic campaign and
14:34:44budget setup I have already shown you in
14:34:46the last lecture that how do we set up a
14:34:48dynamic campaign right on meta you can
14:34:50refer to the last recording there's no
14:34:52point of me explaining the same thing
14:34:54but yes with budgeting I'll just say
14:34:56that okay we have discussed right in
14:34:58budgeting where all you'll spend more
14:35:00see whenever we when we talk about
14:35:02budgeting guys first thing you have to
14:35:05decide how much you'll put on awareness
14:35:07how much you'll put on consider ation
14:35:09and how much you'll put on conversion.
14:35:11Okay. Let's say you have a budget of
14:35:15one lakh
14:35:17per month. Okay.
14:35:20Now see ideally the highest amount of
14:35:23budget goes to your conversion based
14:35:25campaign where you are doing a lot of
14:35:26remarketing. So there's a good chance
14:35:28you might be spending around 60,000 over
14:35:30here. For awareness you can because see
14:35:34on awareness people don't spend much. So
14:35:36you can give around 15,000 over here and
14:35:40then you can give 25,000 over here.
14:35:44Okay. Now further you'll have to decide
14:35:46the budgeting that let's say okay for
14:35:48conversion you have decided right that
14:35:50you will run Google search you will run
14:35:52Google display right you will run add on
14:35:56meta as well. Now how on which platform
14:35:58would you put lot of money right what
14:36:01kind of campaign you'll put lot of money
14:36:03so let's say Google search you should
14:36:04always prioritize because this is a high
14:36:07intent ad when a person is searching for
14:36:09it you show that so this ad is called as
14:36:10an high intent ad so let's say out of
14:36:1260,000 you might give almost around half
14:36:14of the money to this right then or if if
14:36:18not half then at least give like 25k
14:36:21then give at least around 20k to meta
14:36:23because meta also social performs well
14:36:25and the remaining budget you can give to
14:36:27your display right or probably if you
14:36:30want to be fair you want to do a fair
14:36:32comparison give equal budget to Google
14:36:34search and meta and for display just
14:36:36give 10k and you'll understand does
14:36:38Google search perform better or meta
14:36:39performs better for you so when I say
14:36:42budgeting first you have to decide for
14:36:43awareness consideration conversion how
14:36:45much you'll allocate and then for each
14:36:48each stage you have to give the
14:36:50bifocation that on each channel how much
14:36:52you would spend so you have to use that
14:36:54[snorts] logical reasoning
14:36:58Make sense
14:37:02guys? I hope you are understanding this.
14:37:04Yes. No.
14:37:09Okay. So, we have discussed dynamic ad
14:37:11guys. I've already shown you in the last
14:37:12lecture how do you set up dynamic ads on
14:37:14meta. Uh we don't have so much time that
14:37:16I'll create a dynamic ad again. So, um
14:37:19if I get time I will probably show it to
14:37:21you again. Don't worry about that. But I
14:37:24mean it's there in the last recording.
14:37:25So you guys can go and check it. Okay.
14:37:28Then lastly is conversion rate
14:37:29optimization. Bob strategy the paid
14:37:31campaign choose the ad medium and
14:37:32budgeting for his agency. His manager
14:37:35asked him if the paid campaign that he's
14:37:37running is effective. In order to
14:37:38analyze this he needs to know the
14:37:40conversion percentage using the
14:37:41available data. Okay. So now basically
14:37:45the client want to know that um is the
14:37:49campaign performing better and if not
14:37:52how he can improve the performance in
14:37:54general. Okay. So always whenever you
14:37:57start see
14:38:00this is where your campaign analysis
14:38:02comes into picture. If whenever you want
14:38:04to improve the conversion rate always
14:38:08let's you start running your campaign
14:38:09start analyzing your campaign. analyzing
14:38:11as in check each and every aspect in
14:38:14your campaign. For example, and trust me
14:38:16all this platform will give you a
14:38:17breakdown. Check which age is performing
14:38:19better. Check which gender is performing
14:38:21better, which location is performing
14:38:23better for you. Okay, keyword as well.
14:38:26If you're doing for keyword, see what
14:38:27keywords are performing well, which are
14:38:29giving you more conversion. You can also
14:38:32check okay which days
14:38:36in a week are performing well. Okay. So
14:38:40you have to break down your performance
14:38:41and see this
14:38:43which
14:38:45you know basically time wise breakdown
14:38:48which time is performing well. Okay you
14:38:51can do um
14:38:55other let's say you're doing some
14:38:57targeting. Let's say you are targeting
14:38:59uh based on interest. So device very
14:39:02important which device is performing
14:39:04well. Okay. Is it mobile? Is it desktop?
14:39:07So you break down your campaign and once
14:39:11you get some insight like you got an
14:39:13insight 18 to 24 is performing really
14:39:15well compared to other age group then
14:39:17you put more budget on that po pause
14:39:19other age groups right the whole point
14:39:21is you want to increase your conversion
14:39:22rate right your conversion rate will
14:39:24automatically increase if you if you
14:39:27decrease the amount that you're spending
14:39:29on low performing uh targetings and you
14:39:31put more money on the targeting which
14:39:33performs well for you right that's how
14:39:36your conversion rate would improve
14:39:38So you will have to check all this
14:39:40breakdown and alloc it. Let's say you
14:39:42understood desktop is performing better
14:39:43than mobile. Give more budget to desktop
14:39:46compared to mobile. Right? Apart from
14:39:48this, this is only about targeting. You
14:39:51have to check your landing page. See
14:39:53sometime your targeting is like great
14:39:56but your landing page is not great.
14:39:57You're targeting the right audience.
14:39:59Everything is all good. But once they
14:40:00land on the page, they didn't like it.
14:40:02It's working very slow. The UIUX is not
14:40:04smooth. They will bounce back. actually
14:40:06and you need to fix your landing page as
14:40:07well. Right? Second problem I've seen
14:40:11that communication in ad and on landing
14:40:15page should match. Okay. What happens
14:40:18you on your ad there are people who will
14:40:21show say that okay our mal malus package
14:40:23is starting from 50,000 but once they go
14:40:26on the website they see the package is
14:40:27almost going around two lakh it it looks
14:40:31um how should I say it people might feel
14:40:33customer might feel cheated or
14:40:34manipulated so whatever you're
14:40:36communicating in your ad make sure it's
14:40:38there on the landing page don't have
14:40:40that miscommunication or don't mislead
14:40:42the customers right
14:40:46I hope you're understanding
14:40:47understanding what I'm trying to say
14:40:51guys. Yes. No.
14:40:57So these are some of the factors that
14:40:59you'll have to check right. See what is
14:41:02manager is asking that if the paid
14:41:04campaign that is running is effective.
14:41:05Okay. In order to analyze this he needs
14:41:07to know the conversion percentage using
14:41:09the available data. So on Google ads on
14:41:11meta ads you'll get all this breakdown.
14:41:14like right now let me see if I can um
14:41:17okay let me show it to you on the
14:41:18dashboard only rather than just saying
14:41:20verbally we won't be able to see any
14:41:23numbers because my account is like a
14:41:25dummy account but I can at least show
14:41:27you where you can see all this breakdown
14:41:28okay so let's say you have some
14:41:30campaigns created
14:41:37see I have created a lot of dummy
14:41:38campaigns and there can you see there's
14:41:41an option of uh segment Okay, in segment
14:41:44can you see time? So you can you can see
14:41:47all this performance by hour of day,
14:41:49week, month that basically break down
14:41:51break down each and everything. Okay,
14:41:54can you see you can see a device- wise
14:41:55comparison, right? Network where exactly
14:41:58your ad has run, the destination where
14:42:00your ad has run. So just break down your
14:42:01campaign and see the performance. Like
14:42:03here if you would go, it will tell you
14:42:05all those thing like what keyword you're
14:42:07targeting, how keyword, how each keyword
14:42:08has performed, how each audience has
14:42:10performed, how each location has
14:42:11performed. You will get all the details.
14:42:14You can break down your data like you
14:42:17will see like how each location has been
14:42:19performing and then you put you put more
14:42:21budget on the one which is performing
14:42:22well simple right and apart from your
14:42:25targeting if your targeting is all good
14:42:26fix your landing page fix your
14:42:28communications.
14:42:30If you do all this you will get the
14:42:32data. So now they just want the data
14:42:34that how is the conversion rate
14:42:36percentage right? Then you have to give
14:42:38this insight that conversion rate on
14:42:39desktop is better than mobile. all of
14:42:41this. Okay,
14:42:44I think we already discussed this for a
14:42:46very long period. Um, I think this one
14:42:49and this one kind of overlaps with each
14:42:51other. Analyzing the campaign, Bob knows
14:42:53how to analyze the campaign conversion.
14:42:55Now, he wants to know how to calculate
14:42:56the conversion rate. Along with it, he
14:42:58he want to observe a few example. Okay.
14:43:01So, how do you calculate a conversion
14:43:02rate guys? A very easy formula to
14:43:04calculate the conversion rate. I I think
14:43:06I've already taught you, right? You have
14:43:08to take your number of conversions okay
14:43:14divided by your clicks into 100 is your
14:43:17conversion rate. There are some people
14:43:19okay there are some dashboard who will
14:43:21divide number of conversions by their
14:43:23impression and not clicks. Okay. But
14:43:26ideally the click one is better because
14:43:28see what happens for to do my CTR
14:43:31calculation. How do how do I do my CTR
14:43:33calculation? I take clicks divided by
14:43:36impression into 100. So if I want to do
14:43:40my conversion rate calculation obviously
14:43:43I have to go to the next step right next
14:43:45step is now I have to calculate that how
14:43:48many conversions I've got from the
14:43:50clicks that people have came to the
14:43:52website right so this this this flow
14:43:54looks better that first you're comparing
14:43:56that number of time your ad has been
14:43:57shown how many people clicked on it in
14:43:59convers conversion rate you're finding
14:44:01out of number of people who clicked on
14:44:03my ad how many people got converted
14:44:07clear
14:44:08So I think this one is pretty easy like
14:44:11he knows how to analyze the campaign's
14:44:12conversion. He wants to just know how to
14:44:14calculate the conversion rate and I've
14:44:15just told you right now.
14:44:18Okay. So by the way on dashboard you
14:44:20don't have to calculate it. It's already
14:44:22there. Can you see there's a column of
14:44:24conversion rate. So you can see
14:44:25conversion rate of each location each
14:44:27device each age group. You don't have to
14:44:29calculate it. The columns are already
14:44:31there. Met on meta Google and all the
14:44:33platforms.
14:44:36I hope I'm clear with this.
14:44:40Right. So now here there's one activity.
14:44:43This is the last activity activity uh
14:44:45guys and then we are done for the day.
14:44:47Okay. Now see this. So there's an
14:44:49available data. So Bob has identified
14:44:52the conversion rate for the paid
14:44:53campaign that he was running. The sales
14:44:55and marketing of of his organization
14:44:57wants to compare how their competitor is
14:44:59performing after moving to digital
14:45:01marketing. Dev approached Bob and asked
14:45:04him to track how the computer campaign
14:45:05is performing. Bob wants to compare the
14:45:07computer's campaign with the campaign
14:45:09that he has created. Also, he wants to
14:45:11interpret the results and provide a
14:45:13conclusion on whether his paid campaign
14:45:14is effective or not. Okay, so basically
14:45:17this is this is what he has done. Okay,
14:45:20what he's trying to say is um there are
14:45:24three campaigns. Okay, and he has got
14:45:26some data of the competitors ideally.
14:45:28Okay, that and he he we just need to
14:45:30analyze that you know uh which
14:45:33competitor like ABC could be you guys.
14:45:36Okay, and this could be your
14:45:37competitor's data, right? You just have
14:45:39to make a calculation and understand
14:45:42that you know what what who's performing
14:45:44well in which campaign. So you can
14:45:46clearly see okay here if you see all the
14:45:49three table this NXedia whatever you
14:45:52call it they are the one who performing
14:45:55better because if you see in campaign
14:45:56two and campaign three they have the
14:45:58highest conversion rate we are looking
14:46:00after conversion rate okay here it's
14:46:02equal but here in ABC here the
14:46:05conversion rate see can you see for
14:46:08every campaign for this particular
14:46:10competitor the conversion rate has not
14:46:11improved much right you could clearly
14:46:14see on the screen Right? But if you
14:46:16could see for this particular brand,
14:46:17they have made sure that the at least
14:46:19the conversion rate is growing from 40
14:46:21to 50 to 70. So it's quite visible. See
14:46:24data analysis is important. You might
14:46:26come across such kind of datas and you
14:46:28just need to analyze and give a
14:46:29conclusion. So your conclusion would
14:46:31might say that okay the ABC one has not
14:46:33shown a growth in conversion rate and
14:46:35irrespective for all the campaigns. But
14:46:37when you see this particular brand they
14:46:39are seeing growth in their conversion
14:46:40rates. Now see um
14:46:46with targeting okay you'll have to be
14:46:48again you'll have to think a lot how
14:46:49would you do your targeting okay when I
14:46:51say how would you do your targeting I
14:46:54mean
14:46:56you'll have to first think okay in
14:46:58location wise whom would you want to
14:46:59target so let's say you're doing you you
14:47:01are planning this plan is all about
14:47:03taking people from India to Maldives
14:47:05then you only target the tier one and
14:47:07some um upcoming tier one tier two
14:47:10cities right rather than showing it ad
14:47:12to all pan India. Age wise probably you
14:47:14would want to only target people from 25
14:47:16to let's say till 45 45 I'm not sure but
14:47:2045 right because the are the age group
14:47:22which will convert better right you
14:47:24target people now in meta this is I'm
14:47:27talking for meta perspective okay in
14:47:30meta you will have to target people
14:47:34based on their interest okay so take
14:47:35interest like travel international trip
14:47:39right then you put a filter okay After
14:47:43after you put your interest, you have to
14:47:45say narrow audience. There's an option
14:47:48meta called as narrow audience and there
14:47:50you add some demographic and behavior
14:47:52characteristics because see Maldive tape
14:47:54is not that cheap as well. You have to
14:47:56target the H&Is. When I say H&I, how
14:47:59would you target the HNI audience over
14:48:01here? I'll just tell you what are some
14:48:03ways you can do it. Okay, target people
14:48:05based on
14:48:08company they work with. So basically we
14:48:12call this as an employee targeting.
14:48:14Okay. You then target
14:48:17people based on
14:48:19college that they visited or they are
14:48:22visiting right now that they visit. So
14:48:25for study students if you're targeting
14:48:26the students so people are studying in
14:48:28some big universities out there they do
14:48:31a lot of international trips right. So
14:48:33you will see an option of um schools and
14:48:36universities. You have this option of
14:48:38schools and univers universities on
14:48:40meta. Okay, this is demographic. H&R
14:48:43audience demographic I'll mention.
14:48:49Ignore the spelling error guys. And now
14:48:51for HNI audience when it comes to
14:48:53behavior
14:48:59very weird spelling errors but yeah you
14:49:02can target okay people uh based on
14:49:05consumer classification
14:49:08okay which is people
14:49:11in India who prefer high value goods
14:49:15okay you can target people who like
14:49:19international
14:49:21There there are there's an option of
14:49:22targeting international frequent
14:49:24international travelers. Let me be very
14:49:26specific. Frequent international
14:49:29travelers then target based on them when
14:49:32they're shopper. So these are see on
14:49:35meta what you'll have to do. It is very
14:49:37important that you first you put all
14:49:39this thing of location, age, interest.
14:49:43Interest should be like what what do
14:49:44they like uh travel you can add Maldives
14:49:47that you'll get a lot of option of
14:49:49interest. You can choose location in
14:49:50generic as well. But this narrow
14:49:52audience will be very important because
14:49:54Maldives again we are taking example of
14:49:55Maldives. Maldives would let's say it's
14:49:57not that cheap from your agency then
14:49:59there's no point of showing ad. See I am
14:50:01also interested in Maldives but probably
14:50:04I can't afford it. So there's no point
14:50:05showing ad to me right hence you add a
14:50:07filter of narrow audience where you add
14:50:09some demographic and behavior
14:50:10characteristics which make them an H&
14:50:12audience. I'm not saying all the
14:50:14targeting would be an H& audience like
14:50:15even if you target all this not
14:50:17necessarily 100% of people would be HNI
14:50:19but probably 60 would be a better 60 60%
14:50:22of them would be an H& audience right so
14:50:24you want better quality and not quantity
14:50:29if if like and this targeting is
14:50:32specifically for conversion perspective
14:50:35I'm not saying from awareness
14:50:36perspective awareness you can reach out
14:50:38to a mass audience but for conversion
14:50:40you have to reach out to the quality
14:50:41people out Yeah. So let's start at the
14:50:44beginning. What is content writing? Many
14:50:47people when they think about content
14:50:49writing, they think about writing an
14:50:51article. However, writing content isn't
14:50:54just in for a blog. Yeah. It is for many
14:50:58many topics, many other areas that you
14:51:01can write for. You can write for many
14:51:03different areas. You can write a script
14:51:05for your video. You can write for your
14:51:07email newsletter. You can write for the
14:51:10pages of your website. You maybe have to
14:51:12write a keynote speech, maybe for your
14:51:15social media posts. You need to write
14:51:17titles for your podcast, for your
14:51:19videos. Maybe you're going to produce a
14:51:21white paper that you need to write for
14:51:24or an ebook. Landing pages are very
14:51:27important content that you have to write
14:51:29for. It could be the descriptions for
14:51:31your videos. Remember, we talked about
14:51:34YouTube SEO and we talked about how
14:51:36important the description of your video
14:51:39is. and writing for SEO purposes. We
14:51:42talked about that in other videos as
14:51:44well. Put it in another way, writing is
14:51:47the foundation for pretty much any
14:51:50content that you publish.
14:51:54So what then is content writing? Content
14:51:58writing as we say on the slide is the
14:52:00process of planning, writing and editing
14:52:05web content typically for digital
14:52:08marketing purposes.
14:52:10So it can include writing a blog post
14:52:12and articles, a script for your videos.
14:52:15It could be writing the show notes for
14:52:17your podcast and it can also be content
14:52:19for specific social media platforms. the
14:52:22thing they have in common, you have to
14:52:25write it before you can publish it. And
14:52:29that is where the challenge is in
14:52:30content writing. You need to know how to
14:52:33write. And many people, they don't think
14:52:37they know how to write. Well, for
14:52:39[snorts] those people who are afraid of
14:52:41writing content, rest assured after this
14:52:44video you will be a lot less anxious to
14:52:47get your pen or keyboard and put your
14:52:50creative ideas on paper or on the
14:52:53screen. Yes. So that is what the basic
14:52:56essence of content writing is. Now
14:52:58remember content writing is not just for
14:53:01a blog post. As I mentioned earlier,
14:53:03content writing touches every aspect of
14:53:06your digital marketing. Without good
14:53:09written content, your digital marketing
14:53:11strategy will fail because it's the
14:53:13content that will connect your readers
14:53:16with you. And that content that features
14:53:20everywhere in your digital marketing.
14:53:22And I can't emphasize this enough. I
14:53:24mentioned that before. It is on your
14:53:26blog post. It's on your video script.
14:53:27It's in your email newsletters. It's in
14:53:30your podcast title. It's in your landing
14:53:32pages, in your YouTube video
14:53:34descriptions. There are so many places
14:53:37where your content will feature and you
14:53:41can replicate the content across those
14:53:43different platforms. So written once for
14:53:45one medium doesn't mean you can't use it
14:53:48on other medium. So what is the goal
14:53:51then of content marketing? The goal of
14:53:54good writing, of content writing, is to
14:53:57connect your readers with your business
14:54:01and in such a way that you communicate
14:54:04your message effectively and
14:54:07efficiently. And the better you're able
14:54:10to do this, the more likely the reader
14:54:13will engage with you. So it's that
14:54:16engagement that turns into trust and
14:54:19into loyalty. So let me give you an
14:54:21example. You know the Michelin tires in
14:54:24the early 1900s the Michelin brothers
14:54:28they started supplying pneumatic tires
14:54:31to automobiles in France. Now
14:54:34automobiles were mainly used in Paris
14:54:38and of course the mission in brothers
14:54:40they wanted to sell their tires to more
14:54:44automobile users to more car users
14:54:46across the country. cars weren't that
14:54:49popular yet, but they wanted to give it
14:54:52a push so people would take their cars
14:54:54to the countryside. So Michelin knew
14:54:57that to grow their business to had to
14:55:00get they had to get people to drive
14:55:02their cars outside Paris and that's when
14:55:06the Michelin Guide was born. Yeah. a
14:55:09book that contained the rating systems
14:55:11for restaurants all over France and also
14:55:14included information about roads across
14:55:17France, where to find gas stations,
14:55:19about hotels, and of course information
14:55:22about how to replace flat tires or how
14:55:25to repair them and other uh important
14:55:28facts about using a car. So this early
14:55:32example of content marketing became a
14:55:34huge success and they were able to build
14:55:37a global brand based on the Michelin
14:55:40guide and the Michelin guide is still
14:55:43being used today. So having talked about
14:55:48this what is content marketing why then
14:55:51is it so important? Let's have a talk
14:55:54about that. Yeah, the essence of content
14:55:57marketing as I said earlier is to guide
14:56:00the customer or your prospects through
14:56:04their buying journey. Yeah. And content
14:56:06writing is key to this. Remember your
14:56:10content that you sh give to people or
14:56:13share with people when they don't even
14:56:15know that they want to where they want
14:56:17to go on a vacation for instance is
14:56:20different than when they have already
14:56:22made up their mind of going on a beach
14:56:25vacation in uh in Barcelona. Yeah. If I
14:56:29don't know what vacation I want, I want
14:56:31to find content about what are holiday
14:56:36beach holidays, what are city breaks,
14:56:37what are adventure holidays. Yeah. If I
14:56:40know what I want to do, where I want to
14:56:42go, then I want to know information
14:56:45content. I want to see content about
14:56:46Barcelona, about hotels in Barcelona,
14:56:49about what you can do during beach
14:56:51vacations. Yeah. So it's very important
14:56:54that your content drives your customer
14:56:57or your prospect through that buying
14:57:00journey. So you create content for
14:57:02awareness purposes. Create content that
14:57:05will go viral and reach as many people
14:57:08as possible. By creating well-informed,
14:57:12well written, well entertained and
14:57:14useful content, it will drive traffic to
14:57:17your website and you will appear higher
14:57:20in search engine rankings. Next, your
14:57:23content has to convey information.
14:57:27Yeah. Where you capture those in a
14:57:29content, those people that have seen
14:57:31your content, you want to make sure that
14:57:33they want to see more of your content.
14:57:36Yeah. So, you need to give them
14:57:38information that will persuade them to
14:57:42take a certain action. I want to
14:57:44download an ebook or I want to know more
14:57:47information about something or I want to
14:57:49sign up for a newsletter or sign up for
14:57:51a webinar or simply buy your product or
14:57:54service. In doing that, you use your
14:57:57content to turn awareness into interest,
14:58:01which will lead to more sales and will
14:58:04lead to referrals. It's a very simple
14:58:07and effective process. In marketing
14:58:10terms, we call this inbound marketing
14:58:14where you're going to reach as many
14:58:16people as possible online who will then,
14:58:18if they're interested, come back to you
14:58:20and engage with you. As opposed to
14:58:23outbound marketing where you will go and
14:58:26get a list of telephone numbers and your
14:58:28salesperson will call everybody one at a
14:58:31time with a script. Now that script
14:58:34needs to be written as well. In fact,
14:58:36that is also content writing. Yeah. But
14:58:39inbound marketing is a much more
14:58:42costefficient way of generating leads
14:58:45for this business for businesses these
14:58:47days. So to summarize, instead of
14:58:49reaching out to individual prospects,
14:58:52you publish really good content that
14:58:55drives traffic to your website, which
14:58:57will lead to more leads and ultimately
14:59:00will lead to more sales. So let's talk
14:59:03about the types of content and the types
14:59:06of content formats. Now when people
14:59:09think about digital content, they mostly
14:59:11think about content for your website,
14:59:14which is the text they see on the web
14:59:16pages. Now that's very important, but
14:59:19there's a lot more to that. Let me show
14:59:21you an infographic that puts content
14:59:25writing into a perspective.
14:59:28Yep. So that is different types of
14:59:31content. So here is we'll share the link
14:59:34to this in the um in the description.
14:59:37But here you see the different types of
14:59:40content that can be written for. You
14:59:43have technical writing. You have press
14:59:45release writing, report writing and
14:59:49research writing, SEO content writing,
14:59:53marketing and communication writing,
14:59:56instructional design writing,
14:59:59CSR writing for social courses,
15:00:02editorial and publication writing,
15:00:05feature writing, ghost writing. is a
15:00:09form of content writing as well where
15:00:11you write for somebody else. Business
15:00:14writing,
15:00:15copywriting that is an interesting form
15:00:18of writing. Yeah. Where you look at um
15:00:22really competitive um uh creativity that
15:00:25you need to create get to have very
15:00:28strong headlines for instance. So a lot
15:00:30of different types of content that you
15:00:33can be writing for. So let's focus on
15:00:37the different types that we can use
15:00:39particularly for marketing. Yeah. Let me
15:00:41go back to the slides.
15:00:44Yeah. So here is a summary of the
15:00:48different types when it comes to
15:00:50e-arketing. We're looking at articles.
15:00:53Yeah. These are pieces that can be
15:00:55published in a newspaper, in a magazine
15:00:58or in an online publication. Yep. And
15:01:01that is a very common type of content
15:01:04that can be written for and that you
15:01:06will use for your marketing purposes.
15:01:10There can be the traditional content
15:01:12like brochure or product descriptions.
15:01:14Yes. So a brochure is like an
15:01:16advertising piece that include a
15:01:18template, a booklet or a leaflet and
15:01:21they have information about your
15:01:23products, about your services of course
15:01:26as your differentiators and how people
15:01:29can reach out to you. So that is an
15:01:31important part of content as well. Then
15:01:34a very important part of content is
15:01:38content for your website. Yeah, the
15:01:41pages on your website, the content in
15:01:43your website needs to be written. Each
15:01:46page needs to be written. Yeah, they
15:01:48need to be written what you see, but
15:01:51also kind of needs to be written what
15:01:53you don't see, but what the search
15:01:54engine um
15:01:57spiders will see. And that's of course
15:01:59when we talk about search engine
15:02:01optimization, very important. You write
15:02:03content for emails like email
15:02:06newsletters. Yeah. Or it could be just
15:02:08email campaigns. very important parts.
15:02:11You have your headers or your titles of
15:02:13your emails. You have the description,
15:02:15the summary of your emails.
15:02:18Press releases has been a a long sort of
15:02:21uh the type very important part of
15:02:24content that we've been written for many
15:02:27many years. Yeah. Where in the early
15:02:29pre-in days press releases were one of
15:02:32the most important documents to reach
15:02:34out to journalists. Now press releases
15:02:37are just another type of content that
15:02:40you can share with your uh your
15:02:43audience. And then finally
15:02:45[clears throat] ebooks is a very
15:02:47important type of content. Ebooks were
15:02:49also we call those lead magnets. Yeah,
15:02:52they are fantastic for adding to your
15:02:55website where people when they're
15:02:57interested can download them. So that's
15:02:59where the magnet comes in. people are
15:03:01interested they click on download to
15:03:04ebook but before they download they have
15:03:06to give them they have to enter their
15:03:08email address and or their telephone
15:03:10number. So very important different
15:03:13types of content that you can be
15:03:16focusing on.
15:03:18So here is the big question. Can
15:03:21everybody write good content?
15:03:25Yeah. So a lot of people think oh no I'm
15:03:27not good in writing so I need to get a
15:03:30copywriter in. Now before I can answer
15:03:33the question if everybody is good in
15:03:36proper in content writing let's discuss
15:03:38the difference between copywriting and
15:03:41content writing. Often [clears throat]
15:03:44they will overlap. Yeah. And many
15:03:46writers they act as both a copywriter
15:03:49and a content writer. But then well
15:03:51there is a difference. It's a very
15:03:53subtle difference. Copywriters usually
15:03:56focus on persuading readers in selling a
15:04:00brand. It's often short form. It appears
15:04:04on ads, on products, on taglines, and
15:04:07similar types of marketing copy. So,
15:04:10it's short. It's punchy. It's capturing
15:04:13the essence in a couple of statements.
15:04:16That's often what we call copywriting.
15:04:19Content writing is usually for longer
15:04:22form content focusing on informing,
15:04:25educating or entertaining the readers.
15:04:28It's content as we said earlier that
15:04:30takes the reader through their buying
15:04:34journey. So while it's true that anyone
15:04:37can write, it's not enough to just put
15:04:40the words on a page. Content
15:04:43[clears throat] writers and copywriters
15:04:45must craft something compelling,
15:04:47something original, something engaging,
15:04:50and ultimately something well written.
15:04:53And when you're able to do that, of
15:04:56course, the quality, when you're able to
15:04:58do that, producing high quality content,
15:05:01the benefits are huge. Yeah. It gives
15:05:04you something to use across all your
15:05:06marketing channels. Yeah. So you can
15:05:09turn a blog post into an Instagram post,
15:05:12into a Facebook post, into a tweet, into
15:05:15a blog post on LinkedIn. Yes. So lots of
15:05:18different things that you can do with a
15:05:20good piece of content. Good content
15:05:24really helps you with search engine
15:05:26optimization.
15:05:28Google will reward you for having new,
15:05:31fresh content on your website by giving
15:05:34you a higher search ranking. Good
15:05:37content helps you establish your
15:05:40authority in your your in your niche or
15:05:42in your industry. Thereby it helps you
15:05:45in establishing your brand and also good
15:05:49content will go viral. It will go wide.
15:05:52It will reach many people and that means
15:05:55it will reach potentially new customers.
15:05:59So very important to think about these
15:06:02benefits that you will get from good
15:06:05proper content writing and as I said
15:06:09everybody can write content but your
15:06:12challenge is to make sure your cop your
15:06:15copy that you write is compelling
15:06:17original engaging and ultimately well
15:06:20written. But as I mentioned earlier,
15:06:23there are many tools now and
15:06:25particularly in the artificial
15:06:26intelligence field that can help you in
15:06:29to turn boring content into very
15:06:33exciting content. So let me give you
15:06:36some tips on how to write exciting
15:06:40content or as I like to call it killer
15:06:44content.
15:06:45The first thing you need to do is to
15:06:49define your target audience.
15:06:52Yeah. Who are you writing for? Do you
15:06:56understand their needs? Do you
15:06:58understand their interests? Do you
15:07:00understand their pains?
15:07:03Yeah. A an ebook for a marketing
15:07:07director will be different than an ebook
15:07:10for a finance director. So you need to
15:07:14know who you're writing for.
15:07:17In digital marketing terms, we talk
15:07:20about customer personas. Yeah, you need
15:07:24to define to create your customer
15:07:27personas. And here is a tool that I like
15:07:30to share with you. It is a tool from
15:07:32HubSpot. Make my personas. In HubSpot,
15:07:36it talks about what is a persona, what
15:07:39is a buyer persona. You can learn about
15:07:42that. But here you also see build my
15:07:45persona. Yeah. So if you click on that,
15:07:48it takes you through a simple process in
15:07:50a walkthrough mode where you can create
15:07:54your own customer personas. You can also
15:07:57skip the walkthrough mode. And then here
15:07:59you see a typical persona. the name, job
15:08:03title, age, their level of education,
15:08:06what social networks are they using,
15:08:08what is their preferred method of
15:08:10communication, what are their
15:08:11responsibilities,
15:08:13what are their goals and objectives,
15:08:15what are their pain points, their
15:08:17challenges. You do this for your most
15:08:20important customers. So, if you're
15:08:23selling to marketing directors, this
15:08:26could be marketing Jill. Yeah. or
15:08:29finance directors, it could be finance
15:08:32Joe or finance Mark. Or if you're
15:08:35talking to women with children who buy
15:08:39shoes, Yeah. then it could be um uh
15:08:44family Jane. Yeah. So very important to
15:08:47create customer personas. Once you've
15:08:51created those customer personas, you're
15:08:54going to look at your next step. It's
15:08:58where you're going to choose a topic.
15:09:01When you choose a topic, you find a
15:09:04topic that you're going to write about
15:09:06that is relevant for your audience and
15:09:09it aligns with your business and your
15:09:12organization goals. A really good tool
15:09:15that you can use here to write proper
15:09:19content is a tool called Google Trend.
15:09:23Google Trends. Yeah. It helps you
15:09:26explore what the world is searching for.
15:09:29So let's say I'm going to write an
15:09:30article about remote working. Yeah. Then
15:09:34here I see the trends. I want the trends
15:09:37worldwide.
15:09:39And here I can see give me the trends
15:09:42for the past let's say 2004 till
15:09:47present. And here I can see the trends
15:09:51in the term remote working from 2004 to
15:09:562023.
15:09:58Now these are the volumes of people
15:10:02searching for the term remote working
15:10:06and interesting that you can see here as
15:10:08well how it develops. And here you see
15:10:10take for instance this spike. Where did
15:10:12this spike come from? Guess what? This
15:10:15was the start of COVID. Yes. So there
15:10:18was an surge in people that had to start
15:10:21working remotely and you see that it
15:10:24gives findings. You see that in the
15:10:26results on Google trends as well. If
15:10:29this trend would go down. Yeah. So take
15:10:32for instance a term like um
15:10:36video recorder. Yep. And we're going
15:10:39back to global worldwide. And we're
15:10:42going to do from 2004 till present.
15:10:46Yeah. So you see clearly very popular in
15:10:49the 2010s. But you don't want to write
15:10:53about video recorders today because it
15:10:56is a dead topic.
15:10:59Okay. So that is the power of Google
15:11:01search. A very good tool to check the
15:11:05topics that you want to write for. Are
15:11:09they gaining? Are they popular? Are they
15:11:11gaining in popularity or are they going
15:11:14down in popularity? Once you've decided
15:11:18on your topic, you're going to do the
15:11:20next thing and you're going to research
15:11:23the topic. Yeah. So, you're going to
15:11:25gather information about your topic from
15:11:28reliable sources.
15:11:30[clears throat]
15:11:31[cough] Yeah. You're going to check if
15:11:34there is other people writing about the
15:11:36topic. Can you learn from that? Can you
15:11:39get some ideas from that so you can form
15:11:42your own opinion before you start
15:11:45writing the content? A really good tool
15:11:48that you can use for this is a tool
15:11:52called Bus Sumo.
15:11:55In Bus Sumo, you can just analyze
15:11:59content that has been published on the
15:12:01internet. Yes. So, let's look at working
15:12:04or remote working. Yeah. When I'm going
15:12:06to search for that, then Bus Sumo is
15:12:10going to give me an analysis of the most
15:12:14popular articles on the internet at this
15:12:17moment about the topic remote working.
15:12:22Yeah, you see how much engagement the
15:12:24topic gets, how many shares on Facebook,
15:12:27how much engagement on Reddit, number of
15:12:30links, and here you see the total
15:12:32engagement of that article. Yes. So very
15:12:36good to research articles if because if
15:12:39this is a very popular article then you
15:12:43may want to read the article and get
15:12:46ideas from that article. Okay. So that
15:12:48is how you analyze content. The next
15:12:51thing you're going to do once you've
15:12:53analyzed the content you are or and
15:12:56conducted the research you're going to
15:12:58create an outline. Yes. So you're going
15:13:01to come up with ideas. You're going to
15:13:03look at the structure of your content.
15:13:06You're going to look at the topics of
15:13:08your content. You're going to get some
15:13:10ideas about titles for your content.
15:13:13Once you have that outline like say five
15:13:16or six bullets, it helps you to stay
15:13:19focused and make sure that your content
15:13:21flows logically. Now, and this is where
15:13:25artificial intelligence comes in. Yeah,
15:13:28this is where you can use tools to help
15:13:32you in creating that outline. A really
15:13:36good and easy tool to use here is a tool
15:13:40called simplified.com.
15:13:45Yeah, in [clears throat] simplified.com
15:13:47it helps you to write for AI purposes.
15:13:51If I go home, you can see you can write
15:13:55content, you can write a YouTube script,
15:13:58you can expand sentences, you can make
15:14:01them shorter, and there's a lot more
15:14:03that you can do. You can actually
15:14:04there's a full blog wizard. It can write
15:14:07a full blog post for you. Yep. But you
15:14:11can also just create a new document. Let
15:14:14me show you. I'm not going to demo the
15:14:16whole product, but here you can see the
15:14:18flow that you will go through. So the
15:14:20first thing you want blog titles and
15:14:23ideas.
15:14:25Yeah. And there are templates that I can
15:14:26pick for this. Yeah. The topic is going
15:14:29to be let's say uh remote working.
15:14:35Yep. And now I'm going to just click
15:14:37generate. And the tool is now going to
15:14:41generate block titles for me. Yes. So
15:14:45seven ways to make remote working a
15:14:47success for you and your company. the
15:14:49top 10 benefits of working remotely,
15:14:52eight steps for a successful remote
15:14:54working setup, the benefits of working
15:14:57remotely, etc. So, let's take for
15:14:59instance
15:15:00um
15:15:02sort of the top 10 benefits of working
15:15:04remotely. What I'm going to do, I'm
15:15:06going to add this to my article. There
15:15:09we have it. Number one. Yeah. And if you
15:15:11look at the topics here, it can also
15:15:13create your blog introduction, the
15:15:16section completer, a conclusion par
15:15:19paragraph. It can even put it into the
15:15:22um the
15:15:24customer buying journey framework. So it
15:15:28is unbelievable what these type of AIs
15:15:32AI tools can do for you. Another very
15:15:35powerful and very simple product that I
15:15:38often use is a tool called Quillbot.
15:15:42If I go to Quillbot, it's a paraphrasing
15:15:45tool. Yeah. And this is free. You can
15:15:48use standard and fluency for free. You
15:15:51just type in or paste the piece of text
15:15:54that you want to rewrite and then you
15:15:57click paraphrase. Yeah, you can increase
15:15:59the number of synonyms. You can make it
15:16:01fluent, formal, simple, creative, expand
15:16:05and shorten the text. A very simple but
15:16:08powerful tool to paraphrase content. So
15:16:12watch this space. Yes, the um artificial
15:16:16intelligence is taking the digital
15:16:20marketing world by storm. Okay. Once
15:16:24you've got your outline written, you're
15:16:28then going to write a very compelling
15:16:31headline. Writing the compelling
15:16:33headline is probably one of the most
15:16:35important parts of your copywriting that
15:16:38people will remember.
15:16:41Yes. So, and that that headline must
15:16:44summarize what the content is all about,
15:16:47but also it should grab people's
15:16:50attention. Now there are many tools that
15:16:52you can use to check your title. Yeah.
15:16:56And just search for tool to check title.
15:17:00Yeah. And then you will come up with a
15:17:01whole selection of tools that you can
15:17:04use for this. Also think about the
15:17:07paragraphs and the bullet points. It's
15:17:10very important to break your content
15:17:12into short paragraphs and to use bullet
15:17:15points to make it easier for people to
15:17:17read and to scan your article. There's
15:17:21another reason why short paragraphs and
15:17:23bullet points are so important. Google
15:17:27likes them and particularly when it
15:17:29comes to um to mobile search where
15:17:33Google needs to place short content as
15:17:37answers to queries that people have.
15:17:39They prefer to have bulleted content to
15:17:42actually use for answering queries that
15:17:45people have. So finally there are a few
15:17:49more tips. We have subheadings.
15:17:52Subheadings are very important and
15:17:55formatting is important. Yeah. Headings
15:17:58are the first level of your writing
15:18:01masterpiece. Yeah. So headings is sort
15:18:04of the title of your document. They
15:18:06introduce the topic. they introduced a
15:18:09paragraph. So the heading let the reader
15:18:11know where they are in the document or
15:18:14the blog post. They can also include
15:18:16keywords, yeah, that relate to the
15:18:19topic. And again, that's good for your
15:18:20search optimization. The heading is an
15:18:23essential part of the content that
15:18:25you're writing because it tells the
15:18:27reader what to expect from that piece of
15:18:30text. Subheadings are the second level
15:18:33of a document. They introduce a topic or
15:18:36a paragraph.
15:18:38Their function is to break up longer
15:18:41sections into smaller, more manageable
15:18:43pieces. Think of it as a bullet point
15:18:47under your heading. So headings and
15:18:49subheadings are the signposts of your
15:18:52content. They indicate the summary of a
15:18:54section written under a heading or
15:18:57subheading. So it helps people to
15:19:00quickly understand the section that is
15:19:02following. And then of course the
15:19:04formatting is important to let pieces of
15:19:08content come out as well like bold,
15:19:10italics, underlining, using different
15:19:14colors that can make your content more
15:19:16visually appealing.
15:19:19Right? So now that we looked at how you
15:19:21can write proper content, yeah, the mo
15:19:25the final piece is of course to edit and
15:19:29proofread and proofread and edit. Yes.
15:19:34So constant editing is very important.
15:19:37You may want to have multiple people
15:19:40contributing to your document. Yeah. So
15:19:42very useful to ask your colleagues to
15:19:45have a look at the document and maybe
15:19:47add their comments, add their ideas to
15:19:50the um the content as well. And then
15:19:52when your final piece is ready, make
15:19:56sure that before you publish it, you
15:20:01proofread it for spelling and grammar
15:20:04errors.
15:20:07Yeah. And that's where word processors
15:20:08these days, of course, they all have
15:20:11spelling checkers. So that's the minimum
15:20:14you should do is to have a spelling
15:20:17checker go through your document. Now,
15:20:20typos are very easy to miss when you
15:20:24check it on your screen. So my advice is
15:20:27to print your document.
15:20:30Yep. And then read it on paper. That
15:20:34will give you a different view of your
15:20:36document. and you will see that you
15:20:38often take out typos if it is a shorter
15:20:41document. A very powerful way to
15:20:44proofread is to read it backwards. Yeah.
15:20:48Because when you're reading it
15:20:50backwards, you're not thinking ahead of
15:20:52what the sentence actually will be, but
15:20:54you're just analyzing each word by
15:20:57itself.
15:20:59Good. So, that is all about writing
15:21:01proper content. Let me close today's
15:21:04session with some particular content
15:21:08writing tips. First of all, know your
15:21:12purpose. We talked about that. Make sure
15:21:16that you know what you're writing. You
15:21:19know who you're writing it for. Do you
15:21:22want your content to inform? Do you want
15:21:24it to convince? Do you want it to
15:21:26entertain? Yeah. So, what is your
15:21:29content going to be about? and who is it
15:21:33going to be for? So, know your purpose.
15:21:37I always use a very simple acronym,
15:21:41KISS. Keep it simple. Sometimes I keep I
15:21:46use KISS with two S's. [clears throat]
15:21:48Keep it simple and stupid. Use clear,
15:21:52concise language and avoid jargon or
15:21:56technical terms that may be confusing to
15:21:59your audience. Ask your mom to read it
15:22:03because if she doesn't understand it,
15:22:05then maybe some of your customers may
15:22:07not understand it. Very simple to very
15:22:11important to keep it simple. And since
15:22:13you're so involved in your product and
15:22:16services, for you, the technical terms
15:22:18are day-to-day language. For your
15:22:21readers, they are probably not dayto-day
15:22:25language. Use active voice. Yes. So
15:22:30writing active voice makes your content
15:22:33more engaging.
15:22:35Yeah. So it is you're not talking about
15:22:38that day the people of our company
15:22:40decided but you say that day we decided.
15:22:45Yes. So use terms like we like us in
15:22:50your document. So use the active voice
15:22:54that makes it much easier to engage
15:22:56with.
15:22:58Use images and media. Of course, text is
15:23:01the core element of your content
15:23:04writing, but you can spice up your
15:23:06document with images and media or videos
15:23:10and other forms of media. Make it
15:23:13visually appealing. People read, but
15:23:18people will remember what they see and
15:23:20people will remember what they hear. So
15:23:24yes, your content writing is important,
15:23:26but spice up with good video, good
15:23:30images and other forms of media. Yeah.
15:23:33Now, when you use images or photos, make
15:23:37sure that you're using royaltyfree
15:23:41videos or photos or that you pay
15:23:44royalties on the photos that you want to
15:23:47use. There's no better photo images to
15:23:50use than your own images. Yeah. So, use
15:23:53your own photos. Do a photo shoot for
15:23:56your products and create your own
15:23:58library of photos. If you want to use
15:24:01royalty-free photos, one of my favorite
15:24:04tools for that is a tool called
15:24:07Karatisography.
15:24:08In Karatisography, there's truly unique,
15:24:12usually whimsy photos. Photos. So they
15:24:15are slightly different than the photos
15:24:18you would get from the traditional uh
15:24:22photo libraries.
15:24:25Yep. So [clears throat] be aware, make
15:24:27sure that you use quot photos of the
15:24:31best content in your um in your content
15:24:35that you're that you're creating.
15:24:38Use formatting to your advantage. We
15:24:40talked about formatting. Use headings,
15:24:43bullet points, bolding, color can make
15:24:46it a lot easier to read. So use that to
15:24:49your advantage. And then use the
15:24:52storytelling technique. Now storytelling
15:24:56is a term that has come into marketing
15:25:00but a number of years ago particularly
15:25:02when everybody started talking about
15:25:04content marketing. People are naturally
15:25:07drawn to stories. Yeah. And there are
15:25:10lots of techniques that you can use to
15:25:12create stories to make your content more
15:25:15engaging and more memorable. So
15:25:18storytelling is a concept that is now
15:25:21adopted by most brands that are online
15:25:26because again people will remember good
15:25:29stories. So let me give you my five C's
15:25:33of storytelling. The first C is the C of
15:25:37circumstance. So when you create your
15:25:40content, write the circumstance, write
15:25:42the environment, write the situation
15:25:45that you're trying to describe, to
15:25:48portray.
15:25:50The next C is the C for curiosity.
15:25:53People are curious. So address this
15:25:57curiosity feeling. Put questions. Make
15:26:00people curious about the answers that
15:26:04you're going to give them. Yes. So
15:26:07curiosity is a very important part of
15:26:09your storytelling. The next sea is the
15:26:12sea of characters. People identify with
15:26:16characters. If you create a character in
15:26:20your story, use a character, whether
15:26:23it's a hero, whether it's a villain.
15:26:25Yeah. Then people will identify with
15:26:28those characters and they often remember
15:26:31those characters. Those characters have
15:26:34conversations. And that is the fifth.
15:26:36The fourth C of storytelling, people
15:26:40have conversations. So let your
15:26:42characters tell stories, have
15:26:45conversations with other people.
15:26:48And then the final C is the sea of
15:26:51conflict. And to me that is one of the
15:26:53most powerful aspects of storytelling.
15:26:57It is conflict. Every good story has a
15:27:01conflict. Good movies have a hero and
15:27:05have a villain. Good movies have
15:27:08adversity and have
15:27:11good luck or have a um a world without
15:27:15the adversity. Yeah. So it's conflict.
15:27:18It is um two sides of the of the coin.
15:27:23Yeah. It's positive, it's negative. It's
15:27:26here, it's there. So create that
15:27:29conflict in your story. One of the
15:27:32companies that uses con um storytelling
15:27:36at its best is a company called
15:27:41Airbnb. You may have booked through
15:27:44Airbnb, but Airbnb is fantastic in
15:27:49storytelling. So, here is a section of
15:27:52their website. It's called Airbnb
15:27:55experiences.
15:27:57unforgettable activities hosted by
15:28:00locals. So this is where local people
15:28:05who are having their Airbnb on the who
15:28:11are having their house or their chalet
15:28:13or their um condo on Airbnb where they
15:28:18share their stories of things to do in
15:28:22the environment that they um where they
15:28:26will rent the house. So very powerful in
15:28:32content marketing and in storytelling.
15:28:35So have a look at this. It is really
15:28:37good. Okay. So that is the telling your
15:28:43story as a very important part of your
15:28:46content marketing. So the next thing you
15:28:50want to focus in on is making sure that
15:28:53your content has very strong calls to
15:28:57action. When people read your content,
15:29:01make sure that they have somewhere where
15:29:06they can click to go to the next step.
15:29:11Yeah, that could be [clears throat]
15:29:12registering for a newsletter, signing up
15:29:15for a a webinar, or
15:29:20getting more information, or downloading
15:29:23an ebook. Calls to action are vital in
15:29:27digital marketing because in the end,
15:29:29you want your reader to become a
15:29:32customer.
15:29:34And then it goes without saying, make
15:29:36sure that you have a consistent tone and
15:29:41style throughout your content. So we
15:29:44call this a house style. So many brands
15:29:47before they start creating content, they
15:29:49have a document which summarizes their
15:29:53house style, their tone of voice, their
15:29:55visual identity, the colors that they're
15:29:58using, the fonts they're using, how you
15:30:01can use the logo, etc. It's all about
15:30:03creating a cohesive and professional
15:30:06image. And then there's two more tips
15:30:09that I want to share with you before we
15:30:11wrap up. Make sure that you keep your
15:30:13content up to date. Yeah, there's
15:30:16various reasons why you want to do that.
15:30:17To make sure that your customers when
15:30:20they read your content read the latest
15:30:23and the greatest. Second, it helps you
15:30:26to put new life in your document. If new
15:30:30things have happened in your industry,
15:30:31add that to your document and republish
15:30:34it again. So it means it means that your
15:30:37document remains relevant, is accurate
15:30:40and Google likes that as well. And then
15:30:43finally,
15:30:45as part of your storytelling, use
15:30:47examples and use anecdotes. Use real
15:30:50life examples to help illustrating your
15:30:53points to make your content more
15:30:55relatable and more engaging. And that is
15:30:58where storytelling comes in. That's
15:31:00where your conversations come in. That's
15:31:02where your characters come in. And often
15:31:04customers are very good characters to
15:31:07talk about your product and can give you
15:31:10examples in the content that you are
15:31:13writing.
15:31:14>> Now let me tell you about Simply Lens's
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15:31:56description box below. Welcome to the
15:31:59SimplyLearn YouTube channel. In today's
15:32:01video, we are going to be talking about
15:32:04the Google keyword planner. A tool that
15:32:07will help you putting together your
15:32:09Google ads campaign or it can also help
15:32:12you in deciding for your keywords for
15:32:15your search engine optimization. We will
15:32:17talk about what is Google keyword
15:32:20planner, how do you use it and how what
15:32:23are the benefits of it and how can you
15:32:25sort of bypass some of its shortcomings.
15:32:28I am Mark Campman. I'm your digital
15:32:30navigator for this video. And before we
15:32:33start, if you like the video, click the
15:32:35like button. And of course, if you want
15:32:37to subscribe to our YouTube channel,
15:32:40then click below on the subscribe
15:32:43button. Right. So, let me start by
15:32:46giving you some interesting stats about
15:32:49Google advertising. Google is the
15:32:51undisputed market leader when it comes
15:32:53to digital advertising. Their market
15:32:56share is over 80% followed by Bing,
15:32:59Yahoo and Yandex. Now 63%
15:33:04of people who are online, they do click
15:33:07on Google ads. And you may hear that
15:33:10people always say, "I never click on
15:33:12ads." But people actually do. And a lot
15:33:15of those ads are actually on mobile. 33%
15:33:20of mobile ad spending goes actually to
15:33:23Google. So Google's ad revenue in the
15:33:28third quarter in 2022 was 54 billion US.
15:33:34Yeah, that is an annual revenue of over
15:33:37$200 billion which is a staggering
15:33:39amount. The beauty about advertising on
15:33:43mobile or on the on desktop is that it
15:33:46gives you an immediate sort of payback.
15:33:50Yeah. Therefore, the gen PPC generates
15:33:53twice as many visitors than for instance
15:33:56search engine optimization does. But PPC
15:33:59cost money compared to SEO does not cost
15:34:03money other than your own time and
15:34:05resources.
15:34:07So, Google advertising is there. It's
15:34:10there to stay and it is one of the major
15:34:14channels that you should be using for uh
15:34:19reaching out to your audiences.
15:34:22So, let's then have a look at one of the
15:34:24most important tools that Google makes
15:34:27available to help you with putting
15:34:29together your advertising campaigns,
15:34:31which is the Google keyword planner.
15:34:34Yep. So,
15:34:36and by the way, if you want to know, uh,
15:34:38Google keyword planner is a free tool.
15:34:41Yep. So, you don't have to buy it. It is
15:34:43embedded in the Google Ads tool that
15:34:46Google has. And it will I will show you
15:34:48later in the demo how to access it and
15:34:51how to use it. So, here are the topics
15:34:54that we will be talking about in this
15:34:57video. We're going to be talking about
15:34:58what is Google Planner. We'll look at
15:35:01important terms related to Google
15:35:03keyword planner. We'll look at some of
15:35:06the features of Google keyword planner
15:35:08and then I will be giving you a demo of
15:35:11how to use Google keyword planner. Um
15:35:14what are the best parts of Google
15:35:16keyword planner and how can you bypass
15:35:18some of its shortcomings and then I will
15:35:20close the presentation with some tips
15:35:23and tricks on Google keyword planner. So
15:35:27before we go into Google keyword
15:35:29planner, let's talk about keywords.
15:35:32Yeah, keywords. We use them everywhere
15:35:35and they save as the foundation of
15:35:37nearly every marketing campaign that we
15:35:40launch online. Whether you're deploying
15:35:43Google ads, cleaning up content for SEO,
15:35:46helping your products to be found on
15:35:48Amazon, keywords are at the heart of how
15:35:52you connect with your customers or your
15:35:54ideal prospects. So they are used for
15:35:58pay-per-click and for SEO purposes.
15:36:02In the context of an SEO campaign, a
15:36:04keyword is a phrase, a query that the
15:36:08searcher types into the browser to pro
15:36:10to get a list of results. Examples of
15:36:14SEO keywords could include words like
15:36:17accounting software, QuickBooks for
15:36:20self-employed workers, or online
15:36:23bookkeeping solutions.
15:36:25Now, PPC keywords are used for your
15:36:29advertising like Google Ads. Your you
15:36:33add the keywords to your Google Ads
15:36:36setup to help determine when and where
15:36:40your ad should appear. Yep. So, somebody
15:36:43types in a query, Google matches that
15:36:48query with ads that contain
15:36:50[clears throat] that query. Yep. And
15:36:53then with various calculations, it will
15:36:56show the ads that best answers the
15:36:59query. So a great keyword list can help
15:37:03improve the performance of your ads and
15:37:05help you to avoid a high price to pay
15:37:09for your ads. Poor uh keywords can
15:37:12ultimately cause you to have higher
15:37:14price to pay for your ads and lower ad
15:37:17positions.
15:37:19So at the beginning of any SEO or PPC
15:37:23campaign, you should plan to invest time
15:37:26to do your keyword research. Much of
15:37:29this process can be automated and Google
15:37:32keyword planner is a fantastic tool that
15:37:35can help you with that. But remember, in
15:37:37the end, it's still humans who need to
15:37:40look over the list to properly determine
15:37:43the keyword relevance. So let's have a
15:37:46look at some of the features of um
15:37:49Google keyword planner and what Google
15:37:51keyword planner actually is. So Google
15:37:55keyword planner is a tool that helps
15:37:58advertisers find the right keywords to
15:38:01target for their Google ad campaigns.
15:38:04Yeah, it helps you research the keywords
15:38:07for your search campaigns and you can
15:38:09also discover new keywords related to
15:38:13your business. You could identify your
15:38:16competitor's keywords and get ideas
15:38:18around the keywords that your
15:38:20competitors are using. Additionally,
15:38:22Google keyword planner will give you
15:38:25volumes, estimates of the searches that
15:38:28those keywords receive and the cost you
15:38:30would potentially pay when you use those
15:38:34keywords in your advertising campaign.
15:38:36Yes. So, Google keyword planner allows
15:38:38you to see how often certain keywords
15:38:41are searched for on Google and it
15:38:44provides data of the cost of running the
15:38:46ads for those keywords. So, you get also
15:38:49suggestions for related keywords. It's
15:38:52great if you don't really know where to
15:38:54start as far as finding keywords for
15:38:58your ads. So very important to know that
15:39:01Google also provides the average cost
15:39:04for your ads to show on searches for a
15:39:07keyword. So it's easier to pick and
15:39:09chose choose which keywords best suit
15:39:12your strategy and your budget.
15:39:17So, Google Keywords Planner is a useful
15:39:20tool for identifying the most effective
15:39:23keywords to use in your ad campaign and
15:39:26as I said before as well for estimating
15:39:29the potential cost and reach of a
15:39:32campaign. So knowing how frequently
15:39:35keywords in your industry are searched
15:39:38for is extremely important for your
15:39:41campaign because you wouldn't want to
15:39:43target keywords that no one is using.
15:39:46But you also want to target keywords
15:39:48that have a ridiculously high search
15:39:50volume because they tend to be more
15:39:52competitive. And when they are more
15:39:54competitive, you will have to pay a
15:39:57higher price to target those keywords.
15:40:00So to summarize, Google keyword planner
15:40:03helps you discover new search keywords.
15:40:07It shows you average monthly search
15:40:10numbers for those keywords. It helps you
15:40:12to determine the cost and it helps you
15:40:15to create new search ad campaigns. So
15:40:18all in all a very powerful tool that you
15:40:22can use for your Google ad campaigns
15:40:25which is also completely integrated with
15:40:27Google ads. So the keyword list that you
15:40:30create in Google keyword planner, you
15:40:32can then bring directly into your Google
15:40:35ad campaign setup.
15:40:38So here are some important terms related
15:40:42to Google keyword planner. So there is
15:40:45keywords of course keywords. Now what is
15:40:47a keyword? A keyword is a fra a word or
15:40:50a phrase that users type into a search
15:40:53engine to find information on a
15:40:56particular topic. From an enduser
15:40:59perspective, you could say it's a query.
15:41:01Yeah. And advertisers use those keywords
15:41:04to target their ads to users who are
15:41:07searching for specific products or
15:41:10services or have questions around
15:41:13problems that they have. Now, search
15:41:16volume is the number of times a
15:41:18particular keyword is searched for on
15:41:20Google over a certain period of time.
15:41:23So, keyword planner provides you data on
15:41:26search volume to help you understand how
15:41:29popular certain keywords are. Match type
15:41:32refers to the way in which a keyword
15:41:34will trigger an ad. Google offers
15:41:37several different match types like broad
15:41:40match, phrase match, and exact match. It
15:41:43goes from exact match where Google will
15:41:46actually only look at the exact word or
15:41:49phrase that you specified as a keyword
15:41:52compared to broad match where it will
15:41:54look at a much broader sort of range of
15:41:58keywords in relation to the search term
15:42:01that you defined in your Google ad
15:42:03setup. An ad group is the container for
15:42:07your keywords. Yeah, it's a set of
15:42:10keywords that are related to a specific
15:42:12theme or topic. So, ad groups are used
15:42:15to organize and structure your ad
15:42:18campaign. And each ad group can have its
15:42:20own sets of ads and targeting options in
15:42:23relation to the keywords that you
15:42:26specify. Keywords can be negative as we
15:42:29say. Yeah. So negative keywords is a
15:42:32word or phrase that Google will not show
15:42:34an ad for in when it comes to certain s
15:42:37search queries. Yes. So it helps you to
15:42:41avoid wasting impressions on irrelevant
15:42:44searches and thereby it improves the
15:42:47relevance of your ads. So if your
15:42:50keyword is accounting because you're
15:42:52selling accounting software, you don't
15:42:55want people who search for accounting
15:42:57jobs, yeah, to see your ad because they
15:43:00will not be interested in buying your
15:43:02accounting software. So you can specify
15:43:05jobs as a negative keyword. As I said
15:43:08earlier, Google keyword planner will
15:43:10also give you traffic estimate. Traffic
15:43:13estimates are estimates of the potential
15:43:16reach and cost of an ad campaign based
15:43:18on the selected keywords and keyword
15:43:20planner provides those uh traffic
15:43:22estimates to help you with your budget
15:43:25setting and targeting options for your
15:43:28campaigns. There are important metrics
15:43:30as well that are related to Google
15:43:32keyword planner and therefore of course
15:43:34also related to Google ads. A cost per
15:43:38click is the amount that you will pay
15:43:41each time a user clicks on your ads.
15:43:44Yeah, that's why we call Google ads
15:43:47pay-per-click advertising. You're not
15:43:49paying Yeah. by default, you're not
15:43:51paying on when people see your ads. You
15:43:55will pay when people click on your ads.
15:43:58And of course, what you want to know for
15:44:00your campaign, what is the average cost
15:44:02per click? You also want to know what
15:44:05the click-through rate for your campaign
15:44:06is. That is a ratio of the number of
15:44:09times an ad was clicked in comparison to
15:44:12the number of times it was shown and
15:44:15that expressed as a percentage. So two
15:44:17important indicators cost per click and
15:44:20click-through rate.
15:44:22Finally, there is a very important term
15:44:24is what we call longtail keywords.
15:44:28Yeah, they are more specific keyword
15:44:30phrases that visitors are more likely to
15:44:33use when they're closer to a point of
15:44:36purchase. Yeah. So, a normal keyword can
15:44:40be dog food. Yeah. And you see it has a
15:44:43very high search volume, which means the
15:44:46higher the search volume, the more
15:44:48likely you will pay a higher cost per
15:44:51click because the competition is very
15:44:53high for those keywords. Yes. So what
15:44:57brands do what but the companies do is
15:45:00actually they step away from the intense
15:45:03competition on the long-term keyword or
15:45:05the the the shortterm keywords like dog
15:45:08food and they move to longer term
15:45:10keywords like how to make dog food at
15:45:13home. It gives you a lower search volume
15:45:16but the chance that people will engage
15:45:18with you on your ad is bigger because
15:45:22they are closer to that point of
15:45:24purchase.
15:45:26Okay, so those are longtail keywords,
15:45:30right? So let's have a look at some of
15:45:33the keyword planner features.
15:45:37So to summarize, yeah, Google keyword
15:45:39planner gives you search volume data for
15:45:42keywords. Once you put a keyword in, you
15:45:45get that volume data, but it will also
15:45:48give you ideas for keyword. Yep. and it
15:45:52will actually automatically group those
15:45:54ideas for you in potential ad groups
15:45:56that you can use. It will then give you
15:45:59traffic estimates and you can say use
15:46:02filters as well to make your keyword
15:46:06list more specific. Right? So let's have
15:46:11a look at how Google keyword planner
15:46:14works. Yeah. And it's important to
15:46:16understand that before you can use
15:46:19Google keyword planner, you will need to
15:46:22have a Google ad account. Yep. And you
15:46:24need can create that by going to Google
15:46:26ad, you will have to put in your credit
15:46:30card or debit cards. Yeah. But as long
15:46:31as you're not publishing any campaigns,
15:46:35you won't get charged by Google. So
15:46:37there's no risk for you to when you
15:46:39enter your credit card details. Okay.
15:46:41And then when you're in I and I'll show
15:46:43you in a minute where you can find it.
15:46:45Then you just start entering your
15:46:46keywords and then Google keyword planner
15:46:49will do the rest for you.
15:46:53So let's have a look at how Google
15:46:55keyword planner works. First of all, we
15:46:58need to go to Google Ads. So let's type
15:47:01in Google Ads. And I assume, yeah, or
15:47:05the fact is you will need a um a Google
15:47:09Ads account to be able to access Google
15:47:13keyword planner. So when I sign into my
15:47:16Google Ads account, I click here on the
15:47:19account that I want to use for this demo
15:47:22and this takes me to the Google Ads
15:47:24interface. So this is of course a
15:47:26different topic to talk about Google ads
15:47:29which we will do in other videos. For
15:47:31now it is important to find out where do
15:47:35I find Google uh keyword planner and how
15:47:37do I access it. So when you click here
15:47:39on the top on tools and settings
15:47:43you will here see all the tools that you
15:47:45have available for planning for your
15:47:48shared library for bulk actions for
15:47:51measurements setting up your Google ads
15:47:53billing for your Google ads but here
15:47:56under the planning you see keyword
15:47:58planner and that takes you straight to
15:48:01the Google keyword planner. So here is
15:48:03the interface. So here you see plans
15:48:07that you've created for keywords. Yes.
15:48:11So you can save your keywords into ad
15:48:14groups. You can save those ad groups
15:48:16into plans. And what you can then do is
15:48:20import those plans as it were in your
15:48:23Google Ads campaign. But what we're
15:48:26particularly interested in for now is
15:48:28how do I discover new keywords and how
15:48:32do I get search volumes and forecasts.
15:48:35Those are the two areas where you can
15:48:38get data about your keywords. So let's
15:48:41start with looking at discover the
15:48:44keywords. So here you go. And there's
15:48:48two ways to find keywords. You can start
15:48:51with keywords. You can also start with a
15:48:54website. So what you do here, you put in
15:48:57the keywords that you want to look for.
15:49:00So I can here put for instance SEO.
15:49:04I can put in link building
15:49:08and I can put in a keyword
15:49:11research
15:49:13and click on that.
15:49:16Yep. So I can unfiltered unrelated
15:49:19keywords. I can put that in and entering
15:49:21a site. So I can make it as specific as
15:49:23possible. But let's go for these three
15:49:27keywords.
15:49:29Get the results. Yeah. And here you see
15:49:32my three keywords. And here you see a
15:49:36whole range of keyword ideas.
15:49:41Yeah. And that is very of course very
15:49:44powerful, very useful information. And
15:49:46these are all words in relation to my
15:49:51three words that I specified SEO, link
15:49:54building and keyword research. Now what
15:49:58is the data? It will give you the
15:50:01average monthly searches. You see that
15:50:04here in bands from 10K to 100K, from 1K
15:50:09to 10K it will give you the competition
15:50:12level for the keywords. Now bear in mind
15:50:15this is competition level for Google
15:50:19pay-per-click advertising. It is not a
15:50:22competition level for the actual
15:50:24keyword. So um Yep. And then here you
15:50:28see the top of page bit the low range
15:50:32and here you see the top of bit high
15:50:34range.
15:50:36Yes. So that is kind of the interface.
15:50:40Here you have your keyword view. You can
15:50:42specify your columns. You can exclude
15:50:45ideas, in this case, adult suggestions.
15:50:48And here you can add filters. And here
15:50:51you can refine your keywords. And we're
15:50:52going to have a look at that in a
15:50:54minute. Yep. Here you can specify the
15:50:57country. Yep. So we've got United
15:51:00Kingdom. You can say where do you want
15:51:02to search for? And here you put in the
15:51:05period and that is in this case January
15:51:07to December 2022. So that is sort of the
15:51:11highlevel interface when it comes to
15:51:14getting ideas for keywords. So let's go
15:51:18back and do a bit more details on this.
15:51:22Yes. So let me take a word like t-shirt.
15:51:26T-shirt. And what are the ideas that I'm
15:51:29getting? And I click here get results.
15:51:32So here now I'm getting a whole range of
15:51:35ideas.
15:51:37Yeah. On keywords. So now there may be
15:51:40keywords that I don't want in here. Yes.
15:51:44So this is where I can specify and
15:51:47refine my keywords. So here I can say do
15:51:51brands or non-branded. So I don't want
15:51:54any keywords in relation to specific
15:51:57brands. So I can take those out. Yes. So
15:52:00your Nike keywords are gone. Yes. So
15:52:03your Adidas keywords are gone. So it is
15:52:05a lot more specific now.
15:52:09Yes. So you can also say for instance I
15:52:12don't want t-shirts with no I don't want
15:52:15playboy t-shirt. Yeah. So what I can do
15:52:19I can go to filters. I can add a filter
15:52:23and here I can say exclude
15:52:28in this case keyword text does not
15:52:31contain white for instance. Yep. So that
15:52:34will means it will take all the t-shirts
15:52:37out where the word white comes in. Yep.
15:52:40So that is how you can get your be more
15:52:44specific with your keywords and filter
15:52:46them to be more uh specific and more
15:52:50relevant for you. All right. So what you
15:52:54can then do you can actually select a
15:52:57few of the keywords that you say hey
15:53:00these are relevant for me and you can
15:53:03say okay I am going to put them in a
15:53:06plan I can put them in an existing plan
15:53:08or I can put them in a new plan. I can
15:53:11put them into an ad group. Yeah. Or I
15:53:15can also look at the match type for
15:53:18those keywords. Yeah. So I can put them
15:53:20as broad match, phrase match and exact
15:53:23match. And then I can add the keywords
15:53:25to create my plan. Okay. I can copy the
15:53:29keywords. There's more that I can do. I
15:53:31can add them as negative keywords. Yes.
15:53:34So those are kind of the functionalities
15:53:35that you have when you search for your
15:53:38keywords. So, let's have a look now at
15:53:43do a bit more on um your keywords when
15:53:47it comes to competition and when it
15:53:49comes to long tail. So, let's close
15:53:52this. Let's do a search on keywords for
15:53:55the term ebike. Yep. So, I'm going to
15:53:58get my results. And what I want to do, I
15:54:01want to look for the keywords with a low
15:54:05competition.
15:54:07Yeah. So here you see the high
15:54:09competition and the low competition. I
15:54:12can sort them going up and going down.
15:54:16Yes. I'm going to s low. And now
15:54:21remember this competition is for ads.
15:54:25Yeah. So this is not competition for
15:54:27your search engine optimization.
15:54:30Yeah. So here when you look at low
15:54:33competition keyword, look at this one.
15:54:36Yes. stealth bomber ebike. Here you see
15:54:40that is a very popular keyword with low
15:54:44competition which has a year onyear
15:54:47change of 900%.
15:54:50Yeah. So that is how you can find your
15:54:53trending keywords. Yeah. So this could
15:54:56be a very relevant keyword for you. Yep.
15:55:00So there is also your three month
15:55:03change. So you can look at seasonal
15:55:06keywords. So I can also search for the
15:55:09term for instance holiday sweater
15:55:12get results. Yeah. And if I now look at
15:55:16my three month change, I can look at
15:55:18seasonal keywords. Yeah. So look at this
15:55:22pool and bear Christmas sweater, holiday
15:55:25sweater, ugly Christmas sweater. Yeah.
15:55:28Funny. So here you see the sweaters
15:55:32specifically when it comes to to
15:55:34seasonal patterns. So important that you
15:55:38identify those as well. Yeah. Now, how
15:55:41do you find lucrative keywords? You're
15:55:44going to look at the top of page bit.
15:55:49Yeah. And see if they have a commercial
15:55:52value. So what you do is you're going to
15:55:55look at the top of page bit high range.
15:55:59Yeah. And from low. So here you see we
15:56:03go back to high range. Yep. So here you
15:56:06see that these terms like the Bowden
15:56:10Christmas sweater has a fairly high top
15:56:14of page price. Yeah. So, a bit price,
15:56:17which means there is a good commercial
15:56:20value for this sweater, which also means
15:56:23that you could then use that for your
15:56:26SEO because a lot of people will be
15:56:29searching for that keyword. So, there's
15:56:31a high commercial value and that is good
15:56:34for your organic ranking. So, lots of
15:56:38features that you can get here out of
15:56:40your um Google keyword planner.
15:56:44Okay. So now that you've understanded
15:56:46the basics of Google keyword planner,
15:56:48let's have a look at some tips that um
15:56:52will give you more functionality in the
15:56:55Google keyword planner. So one of the
15:56:58big issues that I have with Google
15:57:00keyword planner is the fact that my
15:57:04average monthly searches are in a range
15:57:08between here for example um ebook. I
15:57:11didn't want ebook. I wanted uh ebike.
15:57:15Yeah. So that this is range. So between
15:57:1810 and 100,000 average monthly searches.
15:57:22Now that range is so wide that doesn't
15:57:24do anything for me. So how can I bring
15:57:28exact average monthly searches into my
15:57:33Google keyword planner? Now there's two
15:57:35ways of doing that. The first way of
15:57:38doing that is go to the forecast section
15:57:42for the with the word ebike for
15:57:44instance. Yep. And I'm going to add a
15:57:46keyword and I'm going to type ebike.
15:57:51Yep. I'm going to add the keyword to the
15:57:54ad group which is test. I'm clicking
15:57:56create and I'm going to save my keyword.
15:58:00Now [clears throat] here you see what
15:58:04the details is that you get. Yes. So I
15:58:06can get based on this data. Uh here you
15:58:09see the average cost per acquisition
15:58:12number of clicks. But what I want to do
15:58:14here I want to look at not the maximize
15:58:17conversions but I want to look at the
15:58:19maximize clicks and I'm going to apply
15:58:23that.
15:58:24Yeah. I'm going to put it into a
15:58:28slightly bigger um let's have a look
15:58:32here. Yeah. So here I have the data. So
15:58:35here you see I can get two conversions
15:58:38for £140 with a £5 pound average daily
15:58:42budget. Now what I'm going to do here
15:58:44I'm going to click on the highest price
15:58:48the highest budget that I would spend of
15:58:51this of let's say 520 and let's see how
15:58:55that changes my data. So then here you
15:58:58see that with this highest price for the
15:59:03term ebike yeah I can get about 30,000
15:59:09impressions
15:59:11and because I took the highest price
15:59:14that would be giving me the highest
15:59:16number impressions of impressions so I
15:59:19could say that on average the ebike for
15:59:23this period the monthly number of
15:59:26impressions that you would get would be
15:59:2830,000. Yeah. So that is a way to get
15:59:31more exact search volumes for your
15:59:35keywords.
15:59:37Another way of getting average monthly
15:59:40search details is by using an external
15:59:44tool called keyword everywhere. Keywords
15:59:48everywhere is basically for Google
15:59:51search. So if I type in ebike here in
15:59:55Google search, it will give me search
15:59:58volumes here in um under the search
16:00:02terms and I can see additional keywords
16:00:06as well. But once I've activated it.
16:00:11Yeah. So I'm going to switch it on.
16:00:13Yeah. So to get these details, I can now
16:00:17go back to my keyword ideas. If I do a
16:00:21refresh
16:00:22and because I've activated the Google
16:00:25Chrome plugin, I go back to discover new
16:00:28keywords. I type in ebike. I'm getting
16:00:31the results. And see what I'm getting
16:00:33now. I'm getting exact volumes. I'm
16:00:37getting cost per click. I'm getting
16:00:39competition. And I get trends for that
16:00:42keyword or those keywords as well. So
16:00:44this all of a sudden adds a lot of value
16:00:49to your Google keyword planner when it
16:00:52comes to the monthly search volumes. So
16:00:56a very powerful tool. Now it basically
16:00:59works on the basis of credits that you
16:01:02buy. Each keywords that it shows you the
16:01:05search volumes is costing you one
16:01:07credit. Yeah. And you buy 100,000
16:01:12credits for $10. that basically gives
16:01:15you 100,000 keywords as part of your
16:01:18research. So it is a good deal I think
16:01:22to get the credits for your keyword
16:01:25everywhere tool. Okay. So that is how to
16:01:28unlock search volumes in Google keyword
16:01:32planner. Let's look at the let me switch
16:01:37it off to go back to the core
16:01:40functionality.
16:01:41switching off keywords everywhere. Let's
16:01:44do a refresh. Yes. So, we're going to
16:01:46discover new ideas. We're going back to
16:01:48the ebike and we're going to see that I
16:01:52can make my search results local. Yeah.
16:01:56With a local dimension. So, here I can
16:01:58type United Kingdom. But I can make my
16:02:02locations more specific. Yes. So, I can
16:02:05also say for instance, let's do London.
16:02:09Yes. So I now have United Kingdom and
16:02:12London. So I'm going to take United
16:02:13Kingdom out and I now have Londonbased
16:02:17search volumes. Yep. So that's what you
16:02:20can get by changing the location. I'm
16:02:22going to look at the popularity of
16:02:26search locations. So I'm going to look
16:02:29at forecast. I'm going to let's say add
16:02:31test is the keyword. The ad group here.
16:02:33I'm going to type in Super Bowl. Okay.
16:02:37I'm going to click save and I'm going to
16:02:39change the location to the United
16:02:42States. Okay, I don't need the United
16:02:45Kingdom. So, I'm going to click save.
16:02:48Yeah. So, here I'm getting my conversion
16:02:51data. But if I scroll down then here you
16:02:54can see what are the top states when it
16:02:58comes to using that keyword. Yep. So
16:03:02that is a really powerful way to look at
16:03:06um locations. You could also be even
16:03:09more specific. I can here say okay give
16:03:11me zip codes for instance. So you can
16:03:15search by zip codes as well and you can
16:03:17see how the popularity is around zip
16:03:20codes. So finally what you can do here
16:03:24as well is to look at the various
16:03:26devices that people are using for those
16:03:30search terms.
16:03:32Okay, so that is it what I want to share
16:03:35with you on Google keywords planner.
16:03:39You've seen the basic operation and I
16:03:41also gave you some ways to get
16:03:43additional functionality and
16:03:45particularly ways to get more detailed
16:03:49search volumes.
16:03:51So, now that you've seen all the ins and
16:03:53outs of Google Keyword Planner, its
16:03:55functionality, and how to overcome some
16:03:57of its shortcomings, let's close with
16:04:00giving you some tips and tricks on using
16:04:03Google Keyword Planner. First of all,
16:04:06make sure you use broad and specific
16:04:08match types when you enter your keywords
16:04:10to get as wide a range of keywords
16:04:13possible in your in your keyword lists.
16:04:16Also, make sure that you research your
16:04:18competition. just go to enter the
16:04:21website of your competition and see what
16:04:23keywords come up with that your
16:04:25competitors may be using that you have
16:04:27forgotten. So you can then take those
16:04:30keywords and get additional keyword
16:04:32ideas around those keywords that your
16:04:34competition is using. Make use of
16:04:37negative keywords. I explained negative
16:04:40keywords earlier. Yeah, keywords like
16:04:43jobs, like free, like promotion. Yeah,
16:04:46filter those out in your uh in your
16:04:49keyword lists so you have the best sort
16:04:53of clicks in your Google ads. Google
16:04:56keyword planner is not the only tool.
16:04:59combine your keyword data with other
16:05:01tools like Samrush or um HH ah Refs and
16:05:07uh like the keywords everywhere tool
16:05:09that I explained to you and how that can
16:05:13enrich the data you have in your Google
16:05:16keyword planner. And then finally,
16:05:18experiment with different keywords and
16:05:21ad groups while you're running your
16:05:23campaign. Google will give you campaign
16:05:26results. It will give you suggestions.
16:05:28It will give you the most popular
16:05:30keywords that people are using. So every
16:05:33time check your campaign settings and
16:05:35your ad groups and your keywords and you
16:05:37may want to fine-tune those. In today's
16:05:41video we are going to be talking about
16:05:43how to start a blog and we'll be
16:05:46discussing what is a blog, what is a
16:05:49blog post, should you start a blog, how
16:05:52do you start a blog and what are the
16:05:54pros and the cons of blogging. In the
16:05:58process of presenting all this to you, I
16:06:00will share some interesting blogs with
16:06:02you and I will also share some cool
16:06:05tools that you can use in developing
16:06:08your blog, setting up your blog, and
16:06:10writing your blog post. But before all
16:06:12this, I am Mark Markman. I'm your
16:06:14digital navigator for this video. And if
16:06:18you like the video, press the like
16:06:19button. And of course, if you want to
16:06:21subscribe to our channel, click on the
16:06:24subscribe button below. So, are you
16:06:26ready? Let me start with giving you a
16:06:29few facts about blogs. Did you know that
16:06:32there are over more than 600 million
16:06:36blogs on the internet? Over 2 million
16:06:40blog posts are published every day.
16:06:4477% of internet users, they regularly
16:06:49read blogs and articles that include
16:06:52visuals like photos or graphics or
16:06:55videos. They in general get over 90%
16:06:59more views than those articles without
16:07:02visuals.
16:07:04When it comes to blogging platforms, one
16:07:07of the most popular popular blogging
16:07:09platforms is Tumblr. over 495
16:07:13million blogs but for businesses they it
16:07:17is not used that much. There are the
16:07:20more popular platforms for um for
16:07:23businesses and WordPress is one of them.
16:07:26There are 60 million blogs powered by
16:07:30WordPress and blogs are the second most
16:07:34common form of media used in content
16:07:37marketing. Yes. So, some really exciting
16:07:40facts about blogging and about the the
16:07:44the number of blogs on the internet. But
16:07:46let's dive right into it and let's go
16:07:49into what are we going to be talking
16:07:51about. First of all, what does a blog
16:07:55stand for? Yeah. So, let's discuss that
16:07:59in the context of the timeline of the
16:08:03history of blogs. So blogs they sort of
16:08:06emerged around just when the internet
16:08:09came about in 1994 1995 and there was a
16:08:13go guy called Justin Hall. He started a
16:08:16personal blog while he was studying at
16:08:19say a college in America becoming one of
16:08:22the first widely read bloggers in the
16:08:26late 90s when the internet was bit more
16:08:29accepted. The first blogs are created
16:08:32primarily serving as personal journals
16:08:35for a small group of friends or for your
16:08:38family. In the early 2000s, blogging
16:08:42tools and blogging services became
16:08:44widely available. And this is also when
16:08:46I had my first exposure to blogs when my
16:08:49son went on a gap year and he traveled
16:08:52to Asia to Vietnam and to um to Cambodia
16:08:56and he uploaded his photos in internet
16:08:59cafes that he found in those countries
16:09:01for his travel blog. So it made it very
16:09:05easy in those early days for people to
16:09:08create and maintain their own blog. In
16:09:112002, the term blog was coined and
16:09:15became widely used to describe a website
16:09:18that serves as an online journal or
16:09:22diary. And that's where the term blog
16:09:24came from. Like it was a a web blog, it
16:09:28was a big log, it was a big web, it you
16:09:30helps you to read the web. Yeah. So
16:09:33different angles, but the overall term
16:09:36blog becomes used to describe a website
16:09:40that serves as an online journal or a
16:09:42diary. So a web blog is kind of the
16:09:45closest to what a blog really stands
16:09:48for.
16:09:50So it then started to become very
16:09:52popular in the sort of the 2005 2010 era
16:09:57when it started to um be picked up by
16:10:01businesses as well. the wide range of
16:10:04topics and styles from personal journals
16:10:06to photography blogs to recipe blogs and
16:10:10people really started to see the power
16:10:13of blogging. And in 2010 and onwards, it
16:10:17became a mainstream form of
16:10:20communication and self-expression with
16:10:22millions of blogs covering every
16:10:25possible subject and serving every
16:10:28possible audience. and businesses really
16:10:31jumped on this and today it is one of
16:10:34the most significant roles being played
16:10:37by blogs in the rise of social media and
16:10:40it has a profound impact on the way
16:10:42people communicate and consume
16:10:46information online.
16:10:48Yeah. So that is a short introduction of
16:10:50blogging. Let's have a quick look at
16:10:52what we're going to be talking about.
16:10:54First I'm going to be digging into a
16:10:57blog. what is a blog and then what is a
16:11:00blog post and what are the
16:11:01characteristics of blog post because
16:11:04clearly a blog and a blog post is
16:11:07different than a default or a standard
16:11:10web page. Next question is that we're
16:11:13going to answer should you start a blog?
16:11:16Yeah. Some people they are excited about
16:11:18blogging and they go straight into it
16:11:20where other people they're not quite
16:11:22sure. Yeah. So let me give you some tips
16:11:26and guidelines if you want to start a
16:11:28blog and when you want to start it. How
16:11:31do you start a blog? So that's what
16:11:32we'll be looking at as well. And then
16:11:34we'll close today's session with a look
16:11:37at the pros and cons of starting a blog.
16:11:39And in the meantime, in the process of
16:11:41presenting all this, I will share with
16:11:43you lots of tools, lots of suggestions,
16:11:47and lots of ideas on starting your own
16:11:50blog.
16:11:52So let's talk about the features of a
16:11:56blog. What is a blog? Now a blog is a
16:11:59type of website serving as an online
16:12:02journal or a diary. And a blog consists
16:12:05of a number of posts on a particular
16:12:08topic or a theme. Okay. So that is it's
16:12:12a blog post is kind of the container for
16:12:15a range of articles around a particular
16:12:19theme. Now it can be created by
16:12:21individuals. It can be in created by
16:12:24companies, by businesses, organizations
16:12:27serving various purposes. It could be
16:12:29for personal expression of ideas. It
16:12:32could be for marketing. It could be for
16:12:34journalism or even for activism.
16:12:37The beauty about the blog is that it is
16:12:40so easily created and managed using
16:12:44blogging software or blogging services.
16:12:46And all that software and all those
16:12:48services are available online. Some are
16:12:51for free, some are premium, but it is
16:12:54very easy to get started with your blog.
16:12:57And those blogging software platforms,
16:13:00they include features such as commenting
16:13:03systems. So that allows you to get
16:13:06engagement with your readers. So it is
16:13:10based as a standalone website or uh on
16:13:14social media man networks or content
16:13:17management systems. Yep. So there's
16:13:19different ways that you can set up your
16:13:21blog, but it plays a significant rise in
16:13:24the growth of um uh in the growth of
16:13:27social media and has a profound impact
16:13:30on the way people communicate and the
16:13:33way people consume information.
16:13:37So then what is a blog post? A blog post
16:13:41is any article, any news piece or guide
16:13:44that is published in the blog section of
16:13:48a website.
16:13:50Okay. So it typically covers a specific
16:13:53topic topic or a query and is in the
16:13:56educational in nature and it ranges from
16:14:00600 to 2,000 2 and a half thousand
16:14:03words. The typical blog includes the
16:14:07title. Title is very important and the
16:14:11title conveys the topic of the post. It
16:14:15then has a body of text with in-depth
16:14:18information and commentary on the topic.
16:14:21It then has images or multimedia
16:14:23elements like video or infographics to
16:14:27illustrate the content. And it's very
16:14:29important to visualize what you're
16:14:32trying to say in your blog post. Other
16:14:35important elements of your blogs are
16:14:38hyperlinks to other resources that you
16:14:41use to form your opinion about what
16:14:44you're writing about. And very important
16:14:47because when you have a blog, you will
16:14:49have many articles. So you want to give
16:14:52people access to all those articles as
16:14:55well and easy access. So they use in
16:14:58blogs they use categories or tags to
16:15:01categorize and organize all the blog
16:15:04posts and you can search in those
16:15:06categories search in those tags to
16:15:08access other blog posts. Good blogs also
16:15:13contain a commenting system for reader
16:15:16feedback. There are sharing buttons for
16:15:19social media sharing. There's a
16:15:21publication date and there is also a
16:15:25short by line of the author with a
16:15:28biography or a description. Yes. So
16:15:31those are the typical characteristics of
16:15:33a blog post that you will find in any
16:15:37blog.
16:15:39So as I said earlier, a blog post
16:15:42incorporates visual elements like
16:15:44photos, videos, infographics, even
16:15:48interactive charts to make the topic
16:15:51that is being written about come to life
16:15:54to explain a topic or answer a question.
16:15:58And they are very important because
16:16:00first of all they grab your attention.
16:16:04Yeah. Because visuals are more
16:16:05eye-catching than text and can quickly
16:16:08grab the reader's attention, making them
16:16:11more likely to continue to read a post.
16:16:15Visuals also help you to break up the
16:16:17text. Large block of text can be quite
16:16:21overwhelming for readers. So when you
16:16:23add visuals in between those large
16:16:25blocks, it becomes more visually exp
16:16:29appealing. It also helps in explaining
16:16:32the topic. so people have a better
16:16:35understanding of what you're trying to
16:16:37talk about. Visuals can help you
16:16:39illustrate complex concepts and ideas.
16:16:43So, it's easier to understand but also
16:16:45easier to retain.
16:16:49Another important aspect of visuals is
16:16:52that you can evoke emotions particularly
16:16:54when you are using video in your blog
16:16:57post as well. So it makes the reading
16:17:00experience more engaging, more
16:17:03memorable.
16:17:04Google likes it as well when you have
16:17:07visuals or videos in your blog post. It
16:17:10really helps you with your search engine
16:17:12optimization.
16:17:14Yes. So it's easier for readers to find
16:17:17to post them in search engines. Yeah. Uh
16:17:20like Google or Bing or Yahoo.
16:17:23And then finally, visuals. They play a
16:17:26crucial role in enhancing the reader's
16:17:30experience and make the blog post more
16:17:32effective in presenting and explaining
16:17:36and conveying the information and ideas.
16:17:40A really good um blog that uses visuals
16:17:47in a very good way is social
16:17:49mediaexaminer.com.
16:17:51Yeah, I really like social media
16:17:53examiner. It's a typical blog. It is
16:17:56almost like not recognizable as a blog
16:17:58website, but it is based on a huge
16:18:01collection of articles covering all
16:18:05topics around social media. And to
16:18:08access their library of visual posts,
16:18:12you go to the about users and here you
16:18:14have the range of articles on web three,
16:18:16on Instagram marketing, Facebook
16:18:19marketing, YouTube marketing. So let's
16:18:21go to Instagram marketing. And
16:18:23immediately you see all the content
16:18:27around Instagram. Yeah. And if I go to
16:18:31one of their blog post, how to use
16:18:33Instagram for business, then here you
16:18:35see immediately there is a visual that
16:18:39explains the overall blog post and what
16:18:42it is all about. Yep. And then it is
16:18:44uses visuals as well in the blog posts
16:18:48to make it very clear and explain
16:18:51exactly how things work and how you
16:18:54should use specific functionality with
16:18:58links to other tools and tools
16:19:00resources.
16:19:01Yes. So it has a really good visual
16:19:07appeal making it very easy for
16:19:10subscribers to consume the content.
16:19:15Okay. So that is what a blog post in
16:19:18general is about. Yep. So let's look at
16:19:23a few more details here. Yeah. Another
16:19:26very important aspect of a blog is the
16:19:30writing style. Yeah, blog posts are
16:19:33typically written in conversational
16:19:36style or in personal sty style or in um
16:19:41informal style. Yes. So blog post they
16:19:44should have a conversational or an
16:19:47informal tone as if the writer is
16:19:50speaking directly to the reader because
16:19:53that makes it more relatable and more
16:19:56engaging. It's also personal so includes
16:20:00personal anecdotes, personal experience,
16:20:03personal opinions and add a unique human
16:20:06touch to the blog posts. You therefore
16:20:09use an active voice. Yeah. instead of
16:20:12pacify. So we talk about I think we want
16:20:15to do this instead of they think they
16:20:18want to do that. So make it clear and
16:20:21concise which is allowing it to be easy
16:20:24to read and understand. Use simple
16:20:27language. Try to avoid technical jargon.
16:20:32Another important aspect of the writing
16:20:34is the attentiongrabbing headline. It's
16:20:37a headline that is attentiongrabbing,
16:20:40clearly articulates what the content of
16:20:43the post is all about, and it encourages
16:20:46people to read the blog post. People
16:20:50love headings of blog post or titles of
16:20:53blog posts with numbers. Five things you
16:20:56should do to achieve this or four things
16:21:00you may have missed.
16:21:02Yeah. Then there is the the paragraphs
16:21:05and the subheadings. Make them short.
16:21:08Break the text up in short paragraphs
16:21:10and use those subheadings for the to
16:21:13make it easier for the reader to scan
16:21:16the article as well. And then a very
16:21:18important aspect of your blog is to make
16:21:21sure that you have engaging calls to
16:21:24action. Yeah, a strong and compelling
16:21:27call to action can encourage readers to
16:21:29engage with your content. And you can
16:21:32ask for those call to actions, ask
16:21:34people to comment, ask people to share
16:21:37or ask people to take some other action
16:21:39like signing up for the blog or signing
16:21:41up for a newsletter.
16:21:44Yes. So now, of course, there's no fixed
16:21:48method of writing your blog. Make sure
16:21:51that you write your blog to the style of
16:21:55your audience. Yeah. So be flexible.
16:21:59Yeah. meet the specific needs of your
16:22:03target audience.
16:22:05Now, a key question, of course, should
16:22:08you start a blog?
16:22:11Yes, some people are natural writers and
16:22:14it makes sense for them to start a blog.
16:22:17Some people haven't got a clue, but
16:22:19they're very passionate about something.
16:22:22Yeah. And the more passionate you are
16:22:24about something, the easier it will be
16:22:26for you to share your thoughts and
16:22:28ideas. But before I go into more detail
16:22:31in this question, let's have a look at
16:22:33some of the most popular blog categories
16:22:36and let's have some uh an look at some
16:22:38example blogs that really stand out. So
16:22:42there are many popular blog titles, but
16:22:44here are some of the most popular
16:22:46topics. First of all, there are
16:22:48lifestyle blogs. Yeah, topics s it's
16:22:52fashion, beauty, health, wellness,
16:22:54travel and food are very popular. They
16:22:58range for a wide appeal and makes it
16:23:01very personal and very relevant for
16:23:04readers.
16:23:05Second is technology blogs. People love
16:23:08technology blogs and there's always
16:23:10stuff to write about technology because
16:23:13it changes so fast. There's always news.
16:23:16There's always something exciting to
16:23:18write, whether it's smartphones, whether
16:23:20it's laptops, whether it's artificial
16:23:22intelligence, or whether it's virtual
16:23:25reality.
16:23:27Another category that's very popular is
16:23:29blogs about personal finance, helping
16:23:32people to better understand and manage
16:23:34their finances with topics ranging from
16:23:37savings and investing to debt management
16:23:40and budgeting.
16:23:43Business and entrepreneurship blogs.
16:23:45They are really cool. They're really hot
16:23:48on the internet. Whether you want to
16:23:50start a new business when you want to
16:23:52grow an existing business, there's a
16:23:55huge demand for information and advice
16:23:58on topics around business and
16:24:02entrepreneurship.
16:24:03A various obvious very obvious topic to
16:24:06blog about is news and current affairs.
16:24:09blogs that cover the latest news and
16:24:12current affairs. They are always popular
16:24:14whether they focus on a particular area
16:24:17of interest like politics or technology
16:24:19or cover a broad range of topics.
16:24:23Then there is creative writing. There's
16:24:25literature. Those are blogs for writers,
16:24:28for readers. Blogs about creative
16:24:31writing and literature where you can get
16:24:34a great source of inspiration and
16:24:37connection.
16:24:39And then finally, there's personal
16:24:41development and self-improvement blocks.
16:24:43Topics like personal growth, self-care,
16:24:47self-improvement,
16:24:48health. They're very popular for their
16:24:51relevance to many people's lives. So,
16:24:55these are some of the most popular blog
16:24:58topics. Now, there are many, many more.
16:25:00The possibilities are endless. But the
16:25:03best topics are often those topics that
16:25:06align with the blogger's passion and
16:25:09expertise.
16:25:11So within those categories, let's have a
16:25:14look at some really good blogs. So we
16:25:18have here an example blog, a beautiful
16:25:21mess,
16:25:23which is a personal what was it? A um a
16:25:27lifestyle blog. Yeah. So here you see
16:25:29all the articles in a very simple
16:25:32graphical
16:25:34presentation. You see the color, the
16:25:37theme that is being used is really good.
16:25:40It's a very sort of mellow uh mellow
16:25:43color tone. Yeah, they are linking it to
16:25:46a shop as well. Here are brands that
16:25:49they work with. But here you see the
16:25:52typical articles. How to cut a pineapple
16:25:54step by step with video. Now, the
16:25:56typical example of a really good title
16:26:00for a blog post, it's how to people love
16:26:03howto titles. It is step by step, so
16:26:06we'll make it easy. And it has a video
16:26:08as well. Yeah. That explains how to do
16:26:11it. So, again, here you see the title.
16:26:14Here you see the author. You can pin it
16:26:17straight on Pinterest. You can jump
16:26:19straight to the recipe. Here is some uh
16:26:22proof, social proof. Yeah. Here you can
16:26:24subscribe to the blog. You see that in
16:26:27many blogs the right column is being
16:26:31used for things like subscribe or access
16:26:35to categories or um uh to tags. Yeah.
16:26:40Here you see the blog post itself. Here
16:26:43you see hyperlinks to other articles.
16:26:46Yep. And here are links to other
16:26:48articles as well. And these are often
16:26:51blogs in the blog posts in this blog as
16:26:54well with strong visuals.
16:26:57Yep. And then there's should be the
16:26:59video as well because there was a video
16:27:01that explains it as well. Yeah. So that
16:27:04is a really good I really like this
16:27:06blog. Very simple linking it to a hot
16:27:09topic today Valentine's Day that is
16:27:11coming up. Here is a technology blog.
16:27:13The Verge. Totally different. More male.
16:27:17It's black and white. Yeah, it is
16:27:20strong. It's powerful. Very good
16:27:23branding that fits the technology. But
16:27:26the same contact cont.
16:27:33Yep. And then here you have how to
16:27:35access other blog posts as well, which
16:27:38are the top stories. Yeah. The most
16:27:41popular articles.
16:27:43Here is a stream that you can get.
16:27:46Yep. So
16:27:48uh here is another stream. So very
16:27:52useful, powerful blog. And here you have
16:27:54the categories that they are blogging
16:27:56about.
16:27:58Business and entrepreneurship.
16:28:00Again another blog example very
16:28:03contentdriven, lots of articles but
16:28:07categorized in a very logical way. Money
16:28:10and finance, business news, science and
16:28:13technology.
16:28:15Yeah. And here is the latest articles
16:28:17that we've just added. Another category,
16:28:20buying, investing in business. Another
16:28:22category, branding. Yes. So, really good
16:28:26accessible content in these uh these
16:28:29blogs. Finally, the one, the last one I
16:28:31want to show you is Tiny Buddha, simple
16:28:34wisdom for complex life. So, this is
16:28:36clearly a uh personal development and
16:28:39self-improvement blog. Yeah. Here is the
16:28:43latest from the blog. Here is some fun
16:28:44and inspiring thoughts. Here is tori
16:28:47subscribe and um to the blog. Here you
16:28:51see the categories that they have. Yep.
16:28:54And then here you see the different blog
16:28:56posts. So let's look at the typical
16:28:58article. Yeah. So here you have the
16:29:01basic article. Here is the the headline,
16:29:04the the title. Here's the visual. Here's
16:29:06the blog post itself. People love
16:29:09bullets in blog posts. People love
16:29:12lists. Yeah, links to other articles. We
16:29:15talked about the um the author, a little
16:29:18biography, and then here you see the
16:29:20right hand column. Yeah, there is a bit
16:29:23subscribe. There is a search of the blog
16:29:25content. And then here is a download a
16:29:29desktop wallpaper, recent topics.
16:29:33Yep. And then the latest post. So
16:29:35typical format of a very powerful blog
16:29:38post. So
16:29:40yes, so these are just some examples of
16:29:43some really good blogs that are covering
16:29:46a wide range of topics.
16:29:50Now that should give you some ideas and
16:29:54some food for thought about whether or
16:29:57not you should start a blog. So let's
16:30:01dive a bit deeper. First of all, you
16:30:05should have a passion for writing and
16:30:09sharing on a particular topic. Yeah. So,
16:30:12you should have a passion about a topic.
16:30:16It should be your hobby or you should
16:30:19just want to know learn everything about
16:30:21a particular topic. So because you know
16:30:24when there is a when you start blogging
16:30:27the fact is it does take a considerable
16:30:30amount of time and effort not only to
16:30:33start a blog but also to maintain it. So
16:30:36it's important that you have a genuine
16:30:38interest in the topic you want to write
16:30:40about.
16:30:42Yeah. Also you need to have very clear
16:30:44goals. What do you want to achieve with
16:30:48your blog post or with your blog? Yeah.
16:30:51Is it for driving traffic to your
16:30:53website? Is it to become known as an
16:30:56expert? Is it just for a hobby? Yeah. Do
16:30:59you want to build a personal brand? Do
16:31:01you want to use it for your business?
16:31:05Yes. So, or do you maybe want to build
16:31:07an online following or an online
16:31:10community? or do you want to document
16:31:12your personal journey or progress around
16:31:16a specific project like your garden that
16:31:19you or your house that you're developing
16:31:21or a holiday that you are having. So all
16:31:25these things can are can be very
16:31:28important in your decision making
16:31:30whether or not you should start a blog.
16:31:33But if these are all positive and if you
16:31:35are very convinced and dedicated from
16:31:37yes, I'm going to start a blog. Yep.
16:31:40then blogging is a fantastic opportunity
16:31:43for you. And when you are a business,
16:31:46there are so many advantages, so many
16:31:49benefits that you can get from having a
16:31:52blog on your website.
16:31:54It can help you in driving traffic to
16:31:56your website. Yeah. And the traffic that
16:31:59comes to your website, they will read
16:32:01your blog post and they will ex they
16:32:03will see you more and more as an expert
16:32:05in your field. and it will help you in
16:32:08turning those web visitors into
16:32:10prospects so you drive conversions.
16:32:14Blogging in my opinion is the easiest
16:32:16way to kickstart your social media.
16:32:19Yeah. What is the process? You start up
16:32:22your blog, you write a blog post and
16:32:24then you share that blog post on
16:32:26Twitter, on LinkedIn, on Facebook, on
16:32:29Instagram. Yeah. In different formats.
16:32:32And you're going to make sure that your
16:32:34blog title and your blog visual is on as
16:32:37many places on the internet as possible.
16:32:40People will see the blog post and if
16:32:42they like it, they will click on it and
16:32:44that will take them to your website. And
16:32:46not only that, Google will see your blog
16:32:49post as well and will put your article
16:32:52higher up in the search engine result
16:32:54page. So in doing all this you build
16:32:58trust, you can build client
16:33:01relationships in a much better way. It
16:33:03helps you in reinforcing your brand and
16:33:06it helps you in differentiating yourself
16:33:08from your competitors and encourage
16:33:12engagement with your followers.
16:33:16So, now that you understand the basics
16:33:18of blogging and what a blog post is and
16:33:24whether or not you should start a blog,
16:33:27let's look into the actual process of
16:33:30starting a blog. What are the things
16:33:33that you need to look at? What are the
16:33:35things that you need to take into
16:33:37consideration?
16:33:39First of all, before you start your
16:33:42blog, you need to understand who you're
16:33:46writing for. Yeah, you need to research
16:33:50your target audience. What would they
16:33:53like to learn more about? What are their
16:33:57pain points? What are their interests?
16:33:59Because you can write whatever you want,
16:34:01but if nobody reads it, yeah. Then it's
16:34:05not going to serve you any purpose. In
16:34:08marketing terms, we talk about customer
16:34:11personas. You should make customer
16:34:14personas for your audience.
16:34:17Yeah. Let's have a look here. There is a
16:34:19really good tool which is HubSpot
16:34:23personas.
16:34:25Yeah. is from uh from um HubSpot a make
16:34:30my persona tool. So I just want to share
16:34:34that with you. Yeah, there are two
16:34:36elements. There is what is a buyer
16:34:38persona and there's also a tool make my
16:34:42persona. So let's talk about what is a
16:34:44buyer persona. A buyer persona is a
16:34:48semifictional
16:34:49representation of your ideal customer
16:34:52based on market research. looking on the
16:34:55internet, talking to your colleagues or
16:34:58to salespeople or talking to your
16:35:00customers themselves and real data that
16:35:03you can find about your customers. And
16:35:06in your case, you can actually change
16:35:08customer with reader. Who is your ideal
16:35:12reader reader and what do you know about
16:35:15the reader?
16:35:17You're then going to look at why do I
16:35:19need this? Yeah, they provide structure
16:35:22persona. They provide structure and
16:35:24context for you as the blogger, making
16:35:27it easier for you to map out the
16:35:30content. Yeah. And align your topics
16:35:34with the requirements, the reading needs
16:35:37of your audience.
16:35:40Yeah. And how do you use them? Yeah. So
16:35:42by learning about your ideal customer or
16:35:45your ideal reader, their challenges,
16:35:47their goals, their demographic traits,
16:35:50it helps you set up a content strategy.
16:35:55Yeah. Which will increase the chance
16:35:57that people will read your blog. So how
16:36:01do you create a persona? There's lots of
16:36:04tools on the internet. You can download
16:36:06a guide here. Yeah, you can also go to
16:36:11back to um the um tool here, make my
16:36:15persona, and that is on HubSpot. There
16:36:18is actually a tool where they can help
16:36:23you build a persona. Yeah. It will ask
16:36:26you a set of questions.
16:36:30Yeah. So, create a an avatar, name your
16:36:33persona, and then it looks at some
16:36:35demographic characteristics. It looks at
16:36:38some um some what's it
16:36:41characterizations. It looks at what are
16:36:43their challenges. How do they consume
16:36:45information? You can do that in a walk
16:36:48through mode or you can also skip the
16:36:50walkth through mode. And then you go
16:36:52actually into the final version of the
16:36:55persona that you can here fill in in
16:36:58here as well. Yep. So they want to know
16:37:01it the name, the title, the age, level
16:37:04of education, the social networks that
16:37:06they're using or reading, what is their
16:37:08preferred method of communication, what
16:37:11are their responsibilities,
16:37:13what are their goals of and objectives,
16:37:16what is their biggest challenge, and you
16:37:18can tailor this completely to your own
16:37:21sort of reader profile.
16:37:24Very useful tool on creating customer
16:37:28personas. a very important part on
16:37:31starting your blog. Once you've started
16:37:34your and created your persona, you're
16:37:37then going to check out your
16:37:39competition. What are your competitors
16:37:42posting about? Yeah. How do they
16:37:45approach their target audience? What are
16:37:48the typical topics that they are looking
16:37:52for? Yeah. So now there's different ways
16:37:55of finding blogs from your competitors.
16:38:00Yeah. The traditional way I would go to
16:38:03Google.
16:38:05Yep. And I would just search for
16:38:07instance if I'm in CRM. Yeah. I would
16:38:10just search on the top 10
16:38:14blogs on CRM.
16:38:18Yep. And then here you get lists in
16:38:21Google of the top CRM blogs. Yes. So,
16:38:26and then you're just going to have a
16:38:28look at those blogs. You're going to
16:38:30analyze their content. You're going to
16:38:32look at the topics, the formats, the
16:38:34tone, and the style. You're going to
16:38:36check if you can get some information
16:38:38about traffic, their social media
16:38:40following, their engagement, and maybe
16:38:43you can find gaps in the content that
16:38:47they are using. Yep. So there and that
16:38:51those gaps in the content, they are
16:38:53opportunities for you. And maybe you can
16:38:55look at their promotions that they're
16:38:57running to gather ideas for your own
16:39:00blog. Now you may have heard recently of
16:39:05a new tool that is out there and that is
16:39:08getting very lot of traction in the uh
16:39:12in the industry. Yeah, it is a tool
16:39:15called chat GPT and I had it open
16:39:18somewhere. Let me have a look here. I
16:39:21don't think I have. Let's just go to
16:39:24chatopenai.com
16:39:28which is a new tool which is what we
16:39:31call conversational
16:39:33artificial intelligence
16:39:36and the whole um industry is talking
16:39:40about it. It basically has the potential
16:39:44to replace Google but time will tell.
16:39:48Yes. So we don't need that. Yeah. So it
16:39:52is basically conversational
16:39:55artificial intelligence.
16:39:58Instead [snorts] of going to Google and
16:40:01search for give me the top 10 blogs
16:40:03here, I'm just going to ask give me the
16:40:08top five CRM uh blogs.
16:40:13Yeah. And reasons why they are
16:40:20so popular.
16:40:22Let's see what it comes up with.
16:40:26Yeah. So, you see I'm asking two
16:40:27questions here. Give me the top five CRM
16:40:31blocks, but also reasons why they are
16:40:33popular.
16:40:36Yeah. So, this is a whole new way of
16:40:38exploring content on the internet.
16:40:43And I'm sure in the future we're going
16:40:45to be using and running a a a video
16:40:48where we're explaining chat GPT in more
16:40:51detail and how you can use it as a
16:40:54marketeteer.
16:40:55But um in the meantime, make sure you
16:40:58have a look at this and look and start
16:41:01using it for some of the topics that you
16:41:04are looking at at the moment. Yes. So
16:41:08really useful, really powerful. Watch
16:41:10that space on chat GPT. Yes. So really
16:41:16good to use it to analyze your
16:41:19competition.
16:41:22So once you've got your competition
16:41:24analyzed, you're then going to decide
16:41:27what are the topics that you're going to
16:41:30cover. You're going to look at the focus
16:41:33area of your blog is very important if
16:41:37you want to be successful with your
16:41:38blog. So here are some steps that you
16:41:41can go through. First of all, you
16:41:44identify your passion.
16:41:46You're identifying your interests. Yeah.
16:41:50So that's [clears throat] where you can
16:41:51sort of in initially start at looking at
16:41:54the topics that you want to cover.
16:41:56You're then going to look at okay, who
16:41:57is my audience? Yeah. And you're going
16:41:59to create your personas. And then you've
16:42:02looked at your competition as well. But
16:42:04then very important once you've looked
16:42:07and identified a topic you then need to
16:42:11check is is it popular is it trending
16:42:16because yeah you can write a top topic
16:42:19about a fantastic subject but if nobody
16:42:22is reading about it if nobody is talking
16:42:25about it yeah then hey it what's it
16:42:27going to do for you? So a really good
16:42:30tool to look at what is trending in the
16:42:34world at the moment is a tool called
16:42:37Google Trends. So you just saw chat GPT
16:42:41which is conversational AI. So let's
16:42:44have a look at is conversational AI a
16:42:48hot topic on the internet. Google Trends
16:42:52is a tool that will give you how in
16:42:56trends about how many people are
16:42:58searching for those terms and the more
16:43:01people are searching for it, of course,
16:43:03the more people are interested about it,
16:43:07the more exciting it is. And if I look
16:43:09at this term
16:43:12from 2004 [clears throat]
16:43:14till today, Yeah. Then you see
16:43:17immediately how hot conversational
16:43:21artificial intelligence is becoming. And
16:43:24then particularly here in the last
16:43:27couple of months, this was the November
16:43:292022 was when um Chat GPT launched its
16:43:34its product
16:43:37and here you see [clears throat] the
16:43:38stellar growth on the topic. Yes. So use
16:43:43conversational, use Google trends to
16:43:47find out if your topic is hot, if your
16:43:51topic is trending.
16:43:55Good. So once you've looked at the
16:43:58trending of your topic, is it popular?
16:44:01You're then going to find your angle.
16:44:04Yes. So that is a key factor because
16:44:07there's so many ways you can write about
16:44:10conversational AI but what are the
16:44:13topics or the subtopic what is the angle
16:44:16that you're going to take.
16:44:18So basically to find out out about the
16:44:21angles on your topics then you of course
16:44:24need to understand your niche. You need
16:44:27to have a good understanding of your
16:44:30niche and the topics within your niche.
16:44:34Again, you're looking at your
16:44:36competitors. Yeah. So, if there is a um
16:44:39a certain subniche, yeah. Or a subtopic,
16:44:42but everybody has been writing about
16:44:44this, then that is not going to help
16:44:46you. So, you want to find those areas
16:44:49within your niche that have not been
16:44:52explored yet.
16:44:54Again, look at your readers. What do
16:44:56they want to hear about? What do can you
16:44:59can then adapt your writing to your
16:45:02reader's requirements and do simple
16:45:05things. Use your own experiences and
16:45:08perspectives in analyzing what you're
16:45:11going to write about. That can really
16:45:13help you in finding a unique angle that
16:45:17sets you apart from your competitors.
16:45:19And challenge yourself. Challenge the
16:45:22status quo. Ask yourself questions that
16:45:25other bloggers may not be asking. Be
16:45:28critical, but make sure that you found
16:45:32that unique angle that you want to go
16:45:35for.
16:45:37Right? So, now that we know the topic,
16:45:40now that we know the angle, we're going
16:45:43to start the blog. So, the first thing
16:45:46we need to do is to come up with a name
16:45:49for the blog.
16:45:52Yeah. When you start thinking about
16:45:54naming your blog, you make sure you is
16:45:56that is descriptive. So make sure that
16:45:59the name of your blog accurately
16:46:01describes the focus content of your blog
16:46:04because that makes it easier for the
16:46:06reader to understand what your blog is
16:46:09all about. Keep it simple. Don't use
16:46:12underscores or hyphens. Keep the name
16:46:16simple. Avoid overly complicated names
16:46:19that are difficult to spell or remember.
16:46:22Try to make your name unique. Yeah. So,
16:46:26make sure that your name sets you apart
16:46:28from others in your niche. Think about
16:46:32SEO. If there's keywords that you can
16:46:34put in your name of your blog, yeah,
16:46:36that can really help. Also very
16:46:40important to check if there is a um if
16:46:44the URL is available for the name of
16:46:47your blog because it's a fantastic name
16:46:49but if there's no URL available and I'll
16:46:52come back to that in a minute and then
16:46:54of course ask people ask friends ask
16:46:56customers what do you think about the
16:46:58name of this blog and use tools there's
16:47:01lots of naming tools for your blogs yeah
16:47:05for for websites but again if I go to
16:47:08chatg GPT and I'll just say give me 10
16:47:13names for my new CRM blog chat GPT is
16:47:20going to give you fantastic answers.
16:47:24Yeah, it just gives you ideas.
16:47:28So guys, this chat GPT is going to
16:47:31revolutionize the marketing profession
16:47:35in the next few years and there's so
16:47:37much more to come in this space.
16:47:40Okay, so that's where you go and have
16:47:43your name for your blog and then check
16:47:45the URL for the blog as well. Yeah. So
16:47:48once you've created your blog name, you
16:47:51need to create your blog domain and the
16:47:55first thing you're going to do is is the
16:47:57name available. Yes. So so here is a
16:48:01simple tool name checker and you can
16:48:04just type in the name. So go here to the
16:48:07name that we had. Yes. So let's say CRM
16:48:12franch.
16:48:13And then we're going to go to name
16:48:15checker. Here we're typing CRM Frontier.
16:48:19Yep. And we're just going to check is it
16:48:22available as a.com. Is it available on
16:48:25Facebook? No. Is it available on
16:48:27Twitter? On Tumblr. Here you see all the
16:48:30social channels and the com. If it is
16:48:33available, yeah. And once it is
16:48:36available, you know that you're then
16:48:37going to a um a URL sort of place where
16:48:43you can buy URLs. and then you can um go
16:48:48to your uh check if the name is
16:48:51available there and you can go and buy
16:48:53it. So, but we'll come back to that in a
16:48:55minute. So, this is choose your name.
16:48:59Yeah. And make sure that your name is
16:49:01available. So, then you're going to your
16:49:03domain register. So, let's go to for
16:49:05instance GoDaddy.
16:49:12Yep. So CRM fronture is the name that we
16:49:15wanted.
16:49:18So I'm going to put in the domain. See
16:49:21again if it is available. Search domain.
16:49:27Yeah. And here you see CRM Fronture is
16:49:30available for 714 and it's also
16:49:33available as.co.uk.
16:49:35But you also may want to look at am I
16:49:37going to use.info oronline
16:49:41or.inc or.tv. TV. So all decisions that
16:49:44you need to make the guideline here is
16:49:48that if you are targeting a global
16:49:51market, try to go for the.com domain. If
16:49:55you're targeting a local market, go for
16:49:57the domain of that country like.co.uk
16:50:01for the UK. Yeah. Or.ca for Canada.
16:50:05Yeah. So different ways of doing that,
16:50:08but that is the golden rule. So we've
16:50:11checked availability. You can now
16:50:13register your domain. And then of course
16:50:16once you've set up your blog, you need
16:50:18to connect your domain to your blog.
16:50:24Good. So that is the domain and the
16:50:27domain registration.
16:50:30So if we go on, the next thing you need
16:50:33to do is choose a content management
16:50:37system for your blog, which is a very
16:50:40important step in setting up your online
16:50:42presence because with your CMS, you
16:50:45actually create your blog. Gone are the
16:50:49days where you need to program in HTML.
16:50:52Yeah. You now have very simple blogging
16:50:55platforms like WordPress or Wix. Yeah.
16:50:59that can help you in creating your
16:51:01website. Very important in the decision
16:51:04for your CMS. Consider the features that
16:51:07you need like blog post creation, blog
16:51:10post management, user management,
16:51:12integration with other tools and look at
16:51:14the important popular CMS systems like
16:51:19WordPress or Blogger or Wix or
16:51:21Squarespace. Research them. Yep. and
16:51:24then ask chat GPT maybe which one that
16:51:27you want to use. Look at ease of use.
16:51:31Yeah, there are free versions, there are
16:51:33premium versions. Check for support is
16:51:37very important. Make sure that the
16:51:39support has a chat availability that is
16:51:42so much better when it comes to
16:51:44productivity. Looks at at scalability
16:51:46and look at cost as well. A lot of web
16:51:50CMS systems they may offer you a free
16:51:52version to start with but then it will
16:51:55have some basic advertising or you can't
16:51:57use your own URL. So very important that
16:52:00you choose a CMS that works for you. Now
16:52:04one of the most popular CMSs that you
16:52:07can use is WordPress. WordPress be aware
16:52:12there are two versions of WordPress.
16:52:15There is WordPress.com
16:52:18which is a web development platform
16:52:20which is hosted by WordPress. So you
16:52:24don't have to go to a provider like
16:52:26GoDaddy and set up your website. This is
16:52:29all being done on WordPress.
16:52:32WordPress.com is the easiest platform to
16:52:35get started with your own blog. And
16:52:38literally, you can have your blog up and
16:52:41running within 10 minutes. If you want
16:52:45to have a more professional setup, a
16:52:49more um uh longlasting, a more powerful
16:52:54setup, you would go to WordPress.org.
16:52:58And WordPress.org or you can only use
16:53:01through a web internet service provider
16:53:05like GoDaddy where you basically rent a
16:53:09specific set of storage. Yep. And that
16:53:12is where you can install your own
16:53:14WordPress installation.
16:53:16So that is uh WordPress.com and
16:53:19WordPress.org.
16:53:21So very important decisions on starting
16:53:24your own WordPress or your own
16:53:26development platform.
16:53:29And then finally, you need to look at
16:53:31the look and feel of your blog. How are
16:53:34you going to customize this? So, you
16:53:37need to choose a theme for your blog.
16:53:42Yes. So, because that can make or break
16:53:44your blog and many blogging platforms,
16:53:48they one of the first questions they
16:53:50will ask you, what theme would you like
16:53:53to use for your blog? And uh let me show
16:53:57you very simple one of the leading theme
16:54:01platforms for your blog is Envato. Yeah,
16:54:06there is theme forest themeforest.net.
16:54:09And you see here there's a whole library
16:54:12of themes that you can choose. For
16:54:15instance, I can say give me um
16:54:19a blog magazine. Yeah. or give me um
16:54:25other topics. Yes. So go back to all
16:54:28categories. So let's say let's go for a
16:54:32photography blog.
16:54:36Photography WordPress blog. And then
16:54:38here I'm getting a whole library of
16:54:41WordPress themes. There are premium
16:54:44themes and there are free themes as
16:54:46well. But let's take this first one. I
16:54:49can actually get a live preview of that
16:54:53blog.
16:54:56Yeah. And then you [clears throat] see
16:54:57how the blog would look like. Here you
16:54:58see the demos. So there would be demo
16:55:02one. Yeah. Would be
16:55:06this one here.
16:55:10Yeah. So now it's actually loading this
16:55:12theme. And this is how your blog will
16:55:17look like.
16:55:19Yeah, let's um close this one here.
16:55:23So, here you see, yeah, you don't need
16:55:25this one on the site here,
16:55:28but here you can see how the blog would
16:55:30look like.
16:55:32So,
16:55:35yep. So, really useful way of looking at
16:55:39the deciding on the theme that you want
16:55:42to use for your blog. Yeah. So, here you
16:55:45see the how the blog would look.
16:55:48And then what you do when you go to
16:55:50WordPress, you load the theme, you load
16:55:53the demo as well, and then basically
16:55:56your website is ready. And the only
16:55:59thing you have to do is change the
16:56:01photos, change the text, and sort of
16:56:04tailor it to your own visual style.
16:56:09So there you have it. Very important.
16:56:12Yes. So
16:56:15looking at the customization of your
16:56:17blog by using themes that you can buy on
16:56:21the internet either for free or for a
16:56:23premium.
16:56:25Okay. Now I hope you have enough
16:56:27knowledge now to make the decision
16:56:30whether or not you're going to start a
16:56:32blog. Let me give you a bit more details
16:56:35about what is good about blogging, what
16:56:37is bad about blogging. good about
16:56:39blogging is it's a great way to express
16:56:42yourself and a great way to share your
16:56:45thoughts. Yeah, it is really good to
16:56:47help you build expertise. If you write
16:56:50consistently about your topic or your
16:56:53industry, your customers will start
16:56:56recognizing you as an expert in your
16:56:57field and Google as well. So you can
16:57:01really use all that to build your
16:57:03personal brand and on the back of that
16:57:06promote your company. A blog is a really
16:57:10good platform to build engagement with
16:57:13your following through the commenting
16:57:14for instance or through uh subscribing
16:57:17to your blog and therefore it can build
16:57:20really good networking opportunities for
16:57:23you and connect with other bloggers and
16:57:25other industry professionals. So, lots
16:57:28of benefits that you can get from
16:57:30starting a blog. But there are negatives
16:57:33as well. Don't think that when you start
16:57:35a blog then that is a piece of cake and
16:57:38it's going to take no time. It takes
16:57:41time. Yeah, you need to commit to it.
16:57:44And the worst thing is that you start a
16:57:46blog and then after three or four blog
16:57:48posts the blog turns dead and then
16:57:50there's no updates to your blog. Yes.
16:57:53So, be committed to the time that you
16:57:55want to put into this. It'll take time.
16:57:58It's technical. You need to unless you
16:58:00go for a simple platform like
16:58:02WordPress.com or Wix where you don't
16:58:05have to worry about the technical setup.
16:58:07If you want to do it professionally for
16:58:10your business, you need to have some
16:58:13technical understanding on how to choose
16:58:16a platform, a hosting, and the design of
16:58:19your web. And the more technical it
16:58:22gets, the more costs are involved as
16:58:23well. cost with the web hosting, the
16:58:25domain name, the design and the security
16:58:29on your website as well and getting your
16:58:32um yeah, so getting your uh your various
16:58:36security certificates on your web. Make
16:58:39sure that is consistent. You need to be
16:58:42consistent with your content. Yeah. And
16:58:44keep your audience engaged. And be aware
16:58:48there is lots of competition out there.
16:58:51When you launch a blog, it doesn't mean
16:58:52that all of a sudden everybody now
16:58:54recognizes you as a blogger. Yeah. It
16:58:57takes time, it takes effort, it takes
16:58:59consistency. Yeah. And it also it makes
16:59:02sure that you stand out with your blog
16:59:06from your competition. In today's video,
16:59:08we are going to be talking about
16:59:11WordPress. We going to show you how to
16:59:14use WordPress, what is WordPress, what
16:59:16are the skills you need to use
16:59:18WordPress, why should you use WordPress,
16:59:21and in the process, I'll give you a
16:59:23hands-on demo of the basic functionality
16:59:26of WordPress. As usual, I am Mark
16:59:29Campman. I am your digital navigator for
16:59:32this video. And if you like the video,
16:59:35click the like button. If you want to
16:59:37subscribe to our channel, don't forget
16:59:39to click the subscribe button and join
16:59:41our fantastic community of interactive
16:59:44learners on the SimplyLearn YouTube
16:59:47channel. So, what we're going to be
16:59:49talking about is first we're going to
16:59:52talk about content management systems.
16:59:55WordPress is a content management system
16:59:57to develop a website. But to understand
17:00:00this, how to use this, it is important
17:00:03that you understand the essence of a
17:00:05content management system. We'll then go
17:00:07into what is WordPress. We'll look at
17:00:09the two versions of WordPress that are
17:00:11out there. We're going to look at
17:00:13WordPress features and I'll give you a a
17:00:15brief demo of the WordPress
17:00:17functionality. We're going to look at
17:00:19one competitor in specific who is very
17:00:22trying very hard to um to uh sort of
17:00:26bite into WordPress market leadership
17:00:30and that's a competitor called Wix. So,
17:00:33we're going to do a short comparison
17:00:34between Wix and WordPress. I'm going to
17:00:37then show you how to install WordPress
17:00:40and then once you've got it installed,
17:00:42how are you going to create your website
17:00:46and then we're going to close off
17:00:47today's session with having a look at
17:00:49some advantages and disadvantages.
17:00:52Right? But let me give you some facts of
17:00:54WordPress. First WordPress was released
17:00:58in 2003
17:01:00as a blogging platform by a guy Matt
17:01:04Mullenwick and his friend Mike Little.
17:01:07It was a a fork off of an older blogging
17:01:11platform called B2 Cafe Log and it
17:01:15included basic functionalities like the
17:01:19ability to create a blog post to manage
17:01:22commands and upload images.
17:01:25Yeah, it grew in popularity and features
17:01:28were added like plugins and custom post
17:01:31pipes with lots of different updates
17:01:34across the years in 2008 and to 2010,
17:01:37the 15, 2018. And then new features came
17:01:41like a redesigned admin interface, a
17:01:45theme customizer and a block editor
17:01:47which made it a lot easier to develop
17:01:50your websites. Now, where is WordPress
17:01:53today? It is the most popular CMS or
17:01:57content management system in the world.
17:01:59Over 40% of all websites on the
17:02:02internet, they use WordPress and it
17:02:05continues to be one of the most the
17:02:08largest community of contributors to any
17:02:12CMS platform. Here are some other
17:02:14WordPress stats. WordPress powers 40% of
17:02:18the internet and is available in over
17:02:21200 languages. WordPress users, they
17:02:24publish around 70 million new blog posts
17:02:28and 77 million new comments each month.
17:02:33And Yoast SEO, which is a plug-in for
17:02:36search engine optimization for your
17:02:38website on WordPress, has been
17:02:40downloaded over 372
17:02:44million times as of today. makes it one
17:02:47of the basically makes it the most
17:02:49popular WordPress plug-in that you can
17:02:52can use. The WordPress community
17:02:55consists of over 78 million active users
17:02:59and over 1.5 billion monthly unique
17:03:03visitors. They visit the WordPress
17:03:06websites without knowing that. Of
17:03:09course, WordPress.com,
17:03:11which is a separate version of
17:03:13WordPress, and I'll come back to that in
17:03:15a um in a in a minute. They host over
17:03:185.5 million active websites. And
17:03:22Automatic, which is the company behind
17:03:25WordPress.com,
17:03:26is valued at over $3 billion and has
17:03:31over 1,500 remote employees across the
17:03:34world. Yeah. So, some pretty staggering
17:03:37numbers and it clearly makes WordPress
17:03:41the market leader when it comes to a CMS
17:03:45or a content management system for your
17:03:47website. Now, what is a content
17:03:48management system? Before we dive into
17:03:51that, yeah, CMS's they started in the
17:03:551990s,
17:03:56but they were not widely used until the
17:03:59early 2000s. So the early CMS systems
17:04:03were often proprietary, expensive and
17:04:06very difficult to use. PHP Nuke was like
17:04:11the first opensource content management
17:04:13system in 2000 later followed by Drupal
17:04:17and Drupal became in those those days
17:04:20one of the leading development platforms
17:04:23for your your website. WordPress
17:04:26released in 2003 evolved into a
17:04:29fullyfledged CMS and currently is the
17:04:32most popular CMS for any website out
17:04:35there. Other popular CMSs include Joomla
17:04:38launched in 2005 and Magento very much
17:04:42for e-commerce website. Today's there
17:04:44are dozens of CMSs available both
17:04:47proprietary and opensource. Now so much
17:04:51kind of an introduction on CMS. Let's
17:04:54define what a CMS actually is. A CMS
17:04:58also known as a content management
17:05:01system is like a very friendly website
17:05:04building tool. It is a software
17:05:07application that provides a hosted
17:05:10centralized and organized method for
17:05:13managing, storing and publishing your
17:05:16website or any digital content that you
17:05:19want to have. Yeah, it helps you create,
17:05:21manage and publish digital content
17:05:24without having to be a tech or a whiskit
17:05:27or learn comp um complicated coding.
17:05:32Yeah. So, it's all about ease of use.
17:05:35It's about easy content creation and
17:05:37management. Yeah. They make it simple
17:05:40for non-technical users to create, edit,
17:05:43and manage website content without
17:05:46requiring specific technical skills or
17:05:50programming knowledge. It also provides
17:05:53much faster website development. Yeah.
17:05:56Because you can use pre-built templates,
17:05:59you can use plugins, and that all speeds
17:06:02up the website development. Yeah. So
17:06:05that reduces the need to start from
17:06:07scratch to start programming your
17:06:09website from scratch. You just pick the
17:06:11building blocks and in the process of
17:06:14doing that your website sort of comes
17:06:16together. It's also for improved website
17:06:19maintenance. Yeah. So a content
17:06:21management system they provide built-in
17:06:24tools for website maintenance like
17:06:26updating the software, security for your
17:06:29website, backups for your website. Yeah.
17:06:33and optimization for search engines. So
17:06:36it is all about making your life a lot
17:06:40easier.
17:06:42So with this CMS you can use a simple
17:06:45interface and you see that later when I
17:06:47show you the web the the WordPress back
17:06:49end. Yeah. So you use a simple interface
17:06:52to create and organize your content,
17:06:56design your website and manage the
17:06:58different users and their permissions
17:07:01who can work on your website. It also
17:07:04allows you to connect with other tools
17:07:06like services to make your website go
17:07:09even faster or e-commerce services or
17:07:13Google services. So they are designed to
17:07:16be flexible. They are designed to be
17:07:20extensible.
17:07:21Yeah. And one of the ways to achieve
17:07:24this is by connecting the various types
17:07:26of tools to your content management
17:07:29system. And by connecting to databases,
17:07:33CMSS can store all data and your content
17:07:37in a very effective way.
17:07:40Now, one of the big advantages of
17:07:43content management systems is their open
17:07:45architecture. Yeah. So you can connect
17:07:48what we call third-party APIs to enhance
17:07:51the functionality of your CMS. Yep. So
17:07:55you can add tools like Google Analytics
17:07:58or um Salesforce, HubSpot, all tools
17:08:03through the API. You can connect you can
17:08:06connect social media integration,
17:08:08e-commerce capability, etc. So it's a
17:08:11very open platform and that makes them
17:08:14so interesting. And then one of the
17:08:17biggest assets of CMS CMSS and that's
17:08:19where WordPress is so incredibly f
17:08:23flexible you can have plugins and
17:08:25extensions they are available which can
17:08:28be installed to add features like SEO
17:08:32contact forms image galleries ecommerce
17:08:35you name it and you'll see in WordPress
17:08:38there are thousands and thousands of
17:08:40plugins for free or that you pay for
17:08:44that gives you that added functionality
17:08:46in um in WordPress. So in general, any
17:08:50website that needs to manage and publish
17:08:54content on a regular basis can benefit
17:08:57from a CMS.
17:09:00Yeah. Because it can help you with
17:09:02content organization. It helps you with
17:09:05version control, with workflow
17:09:07management, user management, and many
17:09:10other tasks that are essential for
17:09:12creating and managing your website.
17:09:16So there are many types of websites that
17:09:19can benefit from a CMS. So take for
17:09:22instance a standard blog. Yes. So with a
17:09:25CMS for a blog website, it's easy to
17:09:28create and publish your blo blog post as
17:09:31well as managing the comments and other
17:09:33user generated content.
17:09:37Yeah, you have news websites.
17:09:40They sort of are a big aggregator of all
17:09:43the news out there. So for them it's
17:09:46easy to create and manage blog posts as
17:09:49well as they can help with the
17:09:51organization and the management of the
17:09:54content because they've got a huge
17:09:56amount of news articles on their website
17:09:59and by setting tags and by setting
17:10:01categories you can give people easy
17:10:04access to that content.
17:10:07E-commerce websites they can manage
17:10:09product listings. Yep. So that's what
17:10:12the C bus can do for you. managing
17:10:14product listings, manage pricing, manage
17:10:16inventory as well as tools to manage the
17:10:19orders and the customer data
17:10:22and corporate websites they can use a
17:10:25CMS as well. They can benefit from it.
17:10:27So it can include product and service
17:10:30information, news and events, career
17:10:33opportunities. So basically every
17:10:35website, every type of website can
17:10:39benefit from um from a CMS system. So as
17:10:44I said, WordPress is one of the leading
17:10:48CMS systems out there. So let's dive a
17:10:52bit deeper into WordPress. Now bear in
17:10:55mind there are two versions of
17:10:58WordPress. There is WordPress.com
17:11:01and there is WordPress.org. org. Yeah.
17:11:05WordPress.com is a hosted service
17:11:08provider. Yeah. That provides a
17:11:11simplified version of the WordPress
17:11:14software.
17:11:16So, you don't have to worry about
17:11:18hosting it. WordPress.com will host it
17:11:22for you. The only thing you do is to
17:11:25create an account, select a theme, put
17:11:28in your content, press publish, and your
17:11:31website is live. But it offers a limited
17:11:34set of features, themes and plugins. So
17:11:38users have limited control over the
17:11:42technical aspects of their website. But
17:11:44it is really good for those people who
17:11:47want to create a website quickly without
17:11:52the hassle of any technical
17:11:56complications or technical knowledge. It
17:11:58is literally go to wordpress.com, create
17:12:02an account, select a theme, add your
17:12:04content, press publish, and your website
17:12:07is live. You don't need any long
17:12:09knowledge for that. The basic version is
17:12:12free of WordPress.com. But as soon as
17:12:15you're going to add additional
17:12:16functionality like your own URL or um
17:12:21specific uh search engine optimization
17:12:23features, then you're going to pay a
17:12:26premium fee. but they are still not
17:12:28[clears throat] that expensive.
17:12:31WordPress.org
17:12:33is a CMS platform. It's an opensource
17:12:36software that can be downloaded and
17:12:38installed on your own web hosting
17:12:42server.
17:12:44And usually you go to a server, a web
17:12:47hosting server provider like GoDaddy or
17:12:52Amazon or where have you and you install
17:12:55WordPress. You basically hire a little
17:12:58space on their server. Yep. And then you
17:13:01install WordPress and then you have to
17:13:05develop your website within that CMS. So
17:13:08it's a self-hosted solution and it gives
17:13:10you complete control over the website's
17:13:14design, the website's functionality, and
17:13:17the customization options. Through
17:13:19WordPress.org, or you have access to
17:13:21thousands of themes, thousands of
17:13:24plugins, and you can even modify the
17:13:26code of your website if you would like
17:13:29that. But you are responsible for
17:13:32installing and maintaining the WordPress
17:13:34software as well as managing other
17:13:37things like backup, security, hosting,
17:13:41etc. But it gives you flexibility. It
17:13:44gives you customization. And if you're
17:13:46comfortable with that, if you have your
17:13:49basic technical skills and you're
17:13:51comfortable with managing your own
17:13:53hosting and server configurations, then
17:13:56WordPress is definitely the place for
17:13:58you. WordPress.org.
17:14:01Right. So when we're going to talk about
17:14:02WordPress going forward in this
17:14:04presentation, I'm going to be talking
17:14:06about WordPress.org.
17:14:09Yeah. So keep that in mind. I'm not
17:14:11talking about WordPress.com, but
17:14:13WordPress.org. I'm going to talk to you
17:14:15about how to set up your own WordPress
17:14:18on your own hosted server provider as it
17:14:23were. Okay? And we're going to go
17:14:25through that process. So, WordPress.org
17:14:28again is free software for creating your
17:14:31website and your blog. So, it's a
17:14:34self-hosted solution, which means you
17:14:37need to find a web hosting company, and
17:14:40you need to install it on their servers.
17:14:44Again, you have complete control over
17:14:47your design, your functionality, your
17:14:49customization, and you can choose from
17:14:52thousands of themes and plugins. But
17:14:56again, you are responsible for the
17:14:59hosting and the security, right? So keep
17:15:02that in mind. So let's have a look at
17:15:05basic features of WordPress. There are
17:15:08three basic features. It's the themes,
17:15:13the plugins and the widgets. Yeah. So
17:15:16the themes they control the appearance
17:15:19of the website. Plugins add new features
17:15:23and functionality. And widgets display
17:15:27extra content or functionality in
17:15:30specific areas on the website. Yes. So
17:15:33they are used to customize the
17:15:36appearance and the functionality of your
17:15:40website. So d let's dive a little bit
17:15:43deeper. Themes they are pre-esigned
17:15:46templates that change the look and the
17:15:49layout of your WordPress website. Yeah.
17:15:52They control the overall design, the
17:15:55color scheme, the fonts that are being
17:15:57used and style of the website. And there
17:16:00are literally thousands, tens of
17:16:03thousands themes available on the
17:16:05website. You can select them through
17:16:07WordPress. You can also go to websites,
17:16:10and I'll show you later, theme forest,
17:16:13for instance, where you can just look at
17:16:15other um themes, and you can just either
17:16:18they're sometimes are for free, others
17:16:20they're premium. So, you just click on
17:16:23the theme and you click install and it
17:16:26will activate on your WordPress website.
17:16:29Plugins are add-ons that extend the
17:16:31functionality of a WordPress website.
17:16:34So, they can be you used for features
17:16:37like SEO, contact forms, social media
17:16:40sharing buttons, e-commerce
17:16:42functionality. They're very useful and
17:16:45there are as we saw with this the the
17:16:47themes there are thousands and thousands
17:16:50of free and premium plugins available in
17:16:53the WordPress directory. You can also
17:16:56use your own theme but you have or your
17:16:58own plugins but you have to be careful
17:17:00with your plugins
17:17:02because WordPress updates regularly to a
17:17:06new version. Yep. and you need to make
17:17:08sure that your plugins are compliant
17:17:12with the new updates. So from from
17:17:16WordPress and sometimes if your plug-in
17:17:19provider is not updating the plug-in in
17:17:22line with the WordPress updates then
17:17:25your plug-in may stop working and that
17:17:27may dysfunction your your website.
17:17:29Widgets are small modules that can be
17:17:32added to a sidebar of a website or a
17:17:35header or a footer. So it gives you
17:17:37extra functionality or extra content in
17:17:40that particular section. So you can have
17:17:42a search bar, recent post, categories,
17:17:46text, social media um uh icons or as ads
17:17:50that you can have. Most themes, bear in
17:17:53mind, they come pre-built widgets
17:17:56included and users can also create your
17:17:59own custom widgets.
17:18:02So let's look at three examples of
17:18:07popular websites built on WordPress so
17:18:10you get a bit of an idea. Yes. So the
17:18:13first website
17:18:16that people may be surprised about is
17:18:18the Walt Disney Company. Yeah. So this
17:18:21is a you see a huge company, a global
17:18:24corporation. They use a WordPress CMS to
17:18:29s to sort of build their entire website.
17:18:33Yeah. So it's all that's the beauty
17:18:36about content about WordPress. It's
17:18:40basically a a container for the huge
17:18:44amount of content that you have on your
17:18:47website. Yeah. And you see that here in
17:18:50the news section. that is where all
17:18:53their articles are featured like blog
17:18:56post basically and you can access them
17:18:59through the um the the website. Okay. So
17:19:03that is um the Walt Disney Company. So
17:19:06it's a very userfriendly design, very
17:19:09easy navigation and it's great way to
17:19:12find all the information about the
17:19:14company. Techrunch is another one. It's
17:19:17a leading technology website that covers
17:19:20the latest in tech news for start and
17:19:23and startups. It's built on WordPress
17:19:26and it features a responsive design that
17:19:29looks great on both the desktop and the
17:19:32mobile. Yes. So, it includes a mix of
17:19:35articles, videos, podcasts, and it
17:19:38allows users to easily browse by topic
17:19:41or search for specific articles. Now,
17:19:45what is a responsive design? A
17:19:46responsive design is very important. A
17:19:49responsive design means that your
17:19:52website will automatically resize to the
17:19:57device that the user is using. Yes. So
17:20:01it's basically it's a mobile version, a
17:20:04mobile friendly version of your website.
17:20:06And when you pick a design, you always
17:20:09need to make sure that the design is
17:20:12responsive. And the best way to test is
17:20:14if you make the website smaller that it
17:20:18will automatically resize and you can
17:20:21see that here. Yeah, resize ultimately
17:20:24to the mobile format. So the third
17:20:26example was Star Wars. It's the official
17:20:29Star Wars blog. Yeah, it's a fan sites
17:20:32that cover all things related to Star
17:20:34Wars from movies, TV shows to books and
17:20:38com comics. It's built on WordPress and
17:20:41it features a design that reflects the
17:20:44Star Wars universe complete with their
17:20:47custom font and background. It includes
17:20:50news, interviews, fan content, as well
17:20:53as a forum where users can discuss here
17:20:56in the community where users can discuss
17:20:59their favorite Star Wars topics. Yes.
17:21:02So, that's an example of uh three um
17:21:06WordPress websites. Yep. So
17:21:10that's uh that's it. Yes. So let's have
17:21:13a look at the backend system of
17:21:17WordPress to get an idea what sits
17:21:20behind this website. So if I go to my
17:21:24own website and that is Riyad for
17:21:27Russia. Yeah, that is a um a kind of a
17:21:30house that I have in in Marrakesh in
17:21:33Morocco that I rent out that people can
17:21:36it's on on Airbnb. But um besides that,
17:21:40this website is built on WordPress. Now,
17:21:43a very easy way to find out if a website
17:21:47is built on WordPress is basically after
17:21:51the URL, you just type WP-EN
17:21:55admin. Yeah, that is what you need to
17:21:59access the back end. It will ask you for
17:22:03a user ID and a and a password.
17:22:07If the website if the uh the browser
17:22:09comes back with URL does not exist then
17:22:12you know that this website has not been
17:22:15built on WordPress.
17:22:19Okay. So let's wait till we get the
17:22:22access.
17:22:25Oh, I've already logged in. Yeah. So
17:22:27that's why we don't see uh the login
17:22:29screen. Um but that's okay. Yeah. You'll
17:22:32get first a login screen. You sign in
17:22:34and then you get to your uh your
17:22:37dashboard. So here you see your
17:22:39WordPress the dashboard. You see the
17:22:42theme that I used. Yep. And then here is
17:22:45some updates that are required at a
17:22:47glance. How many posts, how many pages I
17:22:50can add a quick article, etc. But here
17:22:54you see on the left you see the menu.
17:22:58Yes. So you see basically the most
17:23:00important ones are your blog posts
17:23:04are your website pages.
17:23:07Yeah. So WordPress works with pages and
17:23:11posts. Pages are static pages like your
17:23:15homepage.
17:23:17Yeah. Posts are blog posts. [snorts]
17:23:21Okay. So that's the basically the
17:23:23essence of the structure of WordPress.
17:23:26Then here you see your themes and then
17:23:29here you see your plugins.
17:23:32Yep. And then you have tools, you have
17:23:35your setting. I've set up SEO on the
17:23:38site. I've set up Google Analytics.
17:23:40Yeah. So if I go to my pages
17:23:44and look at all pages,
17:23:47then here you get a list of all the
17:23:50pages that you have active on your
17:23:53website. Okay. So go to posts and you
17:23:58get a list of all the posts that you
17:24:01have on your website the blog posts. If
17:24:04you want to add a new post you just
17:24:06click here add new. If you want to add a
17:24:09new page you can also hover over the
17:24:12pages and then click add new. You can
17:24:15add different things like portfolio
17:24:19or testimonials
17:24:21or products or services. Yeah. And here
17:24:25is your media library. This is where you
17:24:27have all the photos and videos that you
17:24:30have that you use on your website.
17:24:35Okay. And here you have your theme
17:24:37options. So I selected a specific theme
17:24:41and then here you see all the things
17:24:44that you can change on your theme. So
17:24:48nothing to program. Yeah, you can just
17:24:51go through all these items and select
17:24:56the um the specific options for that
17:25:02section. So you have the site layout,
17:25:05the header style etc.
17:25:10Yes. So that's the theme options.
17:25:13So these are all the options that you
17:25:15can specify.
17:25:17And then here you have your appearance.
17:25:20So here you see the themes and you also
17:25:23see the widgets and you can also specify
17:25:26the menus.
17:25:28So when you start your website the first
17:25:31thing WordPress will ask you go to the
17:25:34themes
17:25:36and then it will come default with two
17:25:39or three themes
17:25:42but you can
17:25:45search for themes as well. So you see
17:25:48there are virtue there are probably a
17:25:51handful of themes that I've got here.
17:25:55Yeah. But I can't. These are sort of
17:25:58available. I can also search for new
17:26:02themes.
17:26:06Okay. So I can search here in WordPress.
17:26:10I can also search on outside WordPress
17:26:14in uh theme forest for instance and then
17:26:17bring in the uh the theme into
17:26:20WordPress. Okay. So those are the
17:26:22themes. Here are your widgets.
17:26:29you see a list of widgets that you have
17:26:31available.
17:26:33Yeah. So, here you see the widgets that
17:26:35I've installed and where they are in the
17:26:38sidebar, the home widget, the footer
17:26:41column. Yeah, we have four footer
17:26:43columns and here is the available
17:26:45widgets that I can add.
17:26:49Okay. And then very important here is
17:26:52your page with plugins. I can search see
17:26:56my installed plugins or can or I can add
17:26:59new plugins. So go to the installed
17:27:02plugins
17:27:04and then you see what plugins are you
17:27:09have installed.
17:27:14Yep. And then you can add new plugins as
17:27:18well.
17:27:20So that is a bit a very highlevel
17:27:22overview of the WordPress functionality.
17:27:26I just want to leave it at this. Um it's
17:27:30important to understand yeah if we go
17:27:33back to this the features if you want to
17:27:36sort of summarize them
17:27:39the one big benefit of WordPress in the
17:27:43features it is a very userfriendly
17:27:46interface. It's a very intuitive
17:27:49interface. Yeah. And it makes it easy
17:27:52for users to create and manage content
17:27:55on the website. The second big advantage
17:27:59is the wide range of customizable themes
17:28:02and templates that you can select from.
17:28:05That is that's where WordPress is
17:28:09second to none. The availability of the
17:28:13themes. Now there is a bit of a drawback
17:28:17here. I just want you to be aware of
17:28:18that. Yeah, if you are a WordPress
17:28:22expert, if you know WordPress quite
17:28:24well, you will see that a lot of the
17:28:28themes they have kind of the same
17:28:31structure. Yeah. So I can kind of
17:28:34recognize if a website is built on
17:28:37WordPress or not. Yeah. because the
17:28:40themes are fairly um very sort of
17:28:46similar but they differ by the look and
17:28:49feel of them. So keep that in mind.
17:28:52Yeah. Always very important make sure
17:28:55that the website is adaptive. Yeah. Is
17:28:58responsive and that is another big
17:29:01advantage of WordPress that it has a
17:29:05responsive and a mobilefriendly
17:29:08design. Another
17:29:11big advantage and the features of
17:29:13plug-in is their extensive of their
17:29:17extensive plug-in and widget
17:29:20architecture. Yeah. And that gives you a
17:29:22tremendous library of functionality that
17:29:26you can use on your um on your website.
17:29:31Because of [clears throat] these
17:29:32plugins, you can also very easily
17:29:36optimize your website for SEO. So
17:29:38WordPress has built-in features for
17:29:40that. But one of the best SEO plugins is
17:29:44Yoast SEO where you can add meta tags,
17:29:48sitemaps, perma links, descriptions,
17:29:51page titles, etc.
17:29:54And then finally, the features in
17:29:56WordPress, they really stand out when it
17:29:59comes to supporting multi- languages.
17:30:02Yeah. So it's multiple languages making
17:30:04it easy to create and manage websites
17:30:07for international companies. And then to
17:30:11close very good features are around the
17:30:15e-commerce with plugins like
17:30:17WooCommerce. WordPress can power any
17:30:20e-commerce website and can handle
17:30:22transactions, inventory management and
17:30:26um and more.
17:30:27Besides that, the core engine of
17:30:31WordPress is its blogging platform. Yes.
17:30:34So, it's still one of the best blogging
17:30:38platforms, but it is now also of course
17:30:41has the capabilities to build your
17:30:43entire website around it. But the
17:30:46blogging capabilities, they include
17:30:48posting, post scheduling, commenting,
17:30:51and social media sharing.
17:30:54WordPress also offers a fantastic
17:30:56library for media management. Yes. So
17:30:59making it easy to upload, store, manage
17:31:02all types of media files like images,
17:31:05audio, video, PDFs and what have you.
17:31:10And to close the feature list off, there
17:31:13is a very strong community around
17:31:16WordPress. Very large, very active for
17:31:19developers, for designers and users.
17:31:22They contribute to the ongoing
17:31:24development of WordPress. They provide
17:31:26support. They create themes and plugins
17:31:29to extend the functionality. And if you
17:31:31have a problem, I'm sure you can find an
17:31:34answer in the WordPress community
17:31:36because other people will have
17:31:38experienced those problems as well.
17:31:42Okay. Now, let's compare WordPress with
17:31:46the comp competition.
17:31:48[clears throat] And I'm going back now
17:31:50to WordPress.com and WordPress.org. org.
17:31:53Yeah, remember WordPress.com was the
17:31:56basic um where WordPress would take care
17:32:00of the hosting.
17:32:02Yeah. So, you just um open an account
17:32:05and publish your site. So, competitors
17:32:08with WordPress.com are Wix, Web Flow,
17:32:11Squarespace,
17:32:13Bubble, Soho Sites,
17:32:16Square Online, which was formerly Weebi.
17:32:19I really like Weebi by the way and Odo
17:32:22website builder. If you look at
17:32:24competitors for WordPress.org,
17:32:27we look at HubSpot CMS Hub, Progress,
17:32:31Sitefinity, Drupal, Joomla, Kentico,
17:32:35Contentful. And if you look at
17:32:37e-commerce competitors, we look at
17:32:40Shopify, Ironos, Squarespace, Felusion,
17:32:43and Big Commerce. Now [snorts] one of
17:32:46the big competitors
17:32:50although they are in the hosted
17:32:53um
17:32:55section yeah they are in the
17:32:57WordPress.com section but they are
17:32:59trying to eat in WordPress market share
17:33:03in the um the the WordPress.org section
17:33:07is Wix.
17:33:10Yes. So [clears throat]
17:33:12although Wix provides hosting as part of
17:33:15its own platform,
17:33:17WordPress and we're talking about the
17:33:20comparison of Wix with WordPress.org
17:33:22requires users to pay for the hosting.
17:33:26So keep that in mind. So Wix has been
17:33:30around for quite a few years
17:33:33and it was initially you just go to Wix.
17:33:36Yeah. you like WordPress.com. You create
17:33:38an account and you select a theme, you
17:33:41add your content, click publish, and
17:33:43your website is live.
17:33:46Where Wix stood out, where they were
17:33:50truly unique was on the quality of their
17:33:54designs, of their themes.
17:33:57Yeah, they were clearly a level higher,
17:34:00better quality than the WordPress
17:34:03themes.
17:34:05Now, in the early days, one of the
17:34:08reasons why Wix was so so powerful and
17:34:11so so popular was because of the quality
17:34:14of its themes.
17:34:17Yeah. And that that's where it really
17:34:19stood out from WordPress. Now, one of
17:34:22the reasons why these themes stood out
17:34:25was that they were developed on Java.
17:34:30Yep. And uh with Java you have a lot
17:34:34more flexibility on creating really nice
17:34:38kind of themes. But the problem with
17:34:41Java was that Google couldn't index
17:34:45pages that were built with Java because
17:34:47it was very proprietary coding. The text
17:34:50was kind of buried in the code. So in
17:34:55the early days, Wix had a very poor
17:34:58reputation when it came to search engine
17:35:01optimization.
17:35:03Over the years, that has changed. Wix is
17:35:06now no longer using Java because Java is
17:35:09is gone. Yeah. But still there is this
17:35:13sort of negative connotation with Wix is
17:35:16not good for search engine optimization.
17:35:19But those are um yeah as you know these
17:35:22things they linger on. So Wix
17:35:27because it is hosted.
17:35:31Yeah. So Wix has a more limited set of
17:35:36templates and designs available because
17:35:38they are coming from Wix as it were.
17:35:42Yeah. where WordPress is highly
17:35:45customizable with thousands of um
17:35:49plugins and themes available.
17:35:52Yeah. So you got to understand that. So
17:35:53Wix is kind of closed where WordPress is
17:35:57open.
17:35:59Now that is another element here which
17:36:02is kind of a negative on WordPress
17:36:04because WordPress is so open with
17:36:08plugins and themes coming from so many
17:36:10different sources. It is also slightly
17:36:15more vulnerable for spam and for um
17:36:22uh [clears throat] attacks on your
17:36:23website.
17:36:25Yeah. Where works Wix is more protected.
17:36:28Now what is email marketing? At its
17:36:31core, email marketing is the practice of
17:36:34sending targeted emails to people who
17:36:37have opted in to receive communication
17:36:39from you. These emails are designed to
17:36:42nurture relationships, drive
17:36:44conversation, and maintain ongoing
17:36:47engagement.
17:36:49Think of it like this. You are directly
17:36:52communicating with your audience without
17:36:54any distraction or competition from
17:36:57other posts or ads. The goal is to offer
17:37:00value, not just to sell. Whether it's
17:37:03providing helpful content, offering
17:37:05exclusive discounts, or engaging them
17:37:07with your product updates, your email
17:37:10should always be useful and timely.
17:37:13In 2025, email marketing has evolved
17:37:16with smarter segmentation, personalized
17:37:19campaigns, and automation.
17:37:21It's no longer just about sending emails
17:37:24to as many people as possible. It's
17:37:27about sending the right message to the
17:37:29right person at the right time. Now, why
17:37:32it matters in 2025? Email marketing
17:37:35isn't just about alive, it's thriving.
17:37:38High ROI which is research shows that
17:37:41email marketing continues to give an
17:37:44average ROI of 30 is to1 or higher that
17:37:48means for every dollar spent business
17:37:51are seeing substantial results cost
17:37:54effective unlike paid ads where costs
17:37:57can skyrocket email marketing is budget
17:38:00friendly it doesn't require big
17:38:02advertisements spends and tools
17:38:04available for all the budgets third one
17:38:07is measurable able. You can track
17:38:10everything open rates, click through
17:38:12rates, conversation rates, and make
17:38:14datadriven decision in real time. But
17:38:17why it is even more important in 2025?
17:38:21Compilence and trust. With updates to
17:38:23Google and Yahoo sender guidelines,
17:38:26email marketing is evolving into a more
17:38:29permissionbased strategy, ensuring that
17:38:32trust is at the forefront of every
17:38:34campaign. Permissionbased list. No more
17:38:37buying list. People who opt in are
17:38:40genuinely interested in what you have to
17:38:42offer, which means higher engagement and
17:38:46better conversions. Now, what are the
17:38:48benefits of email marketing? Here are
17:38:50some of the benefits that email
17:38:52marketing brings to the table. Direct
17:38:55communication. Unlike social media, you
17:38:58own your email list. There is no
17:39:00reliance on algorithms or platform
17:39:03restrictions. Every email you send
17:39:06provides data, opens, clicks,
17:39:08conversation, and much more. This data
17:39:11helps you refine and improve future
17:39:13emails. And the third one is
17:39:16scalability. Whether you're just
17:39:18starting or running an enterprise level
17:39:20business, email marketing scales you up.
17:39:24Automation tools can handle growing list
17:39:26without additional manual work. And the
17:39:29next one is cost effective. Sending
17:39:32emails doesn't require a large budget,
17:39:35making it accessible for small
17:39:36businesses and startups. And the next
17:39:39one is customer retention. Email allows
17:39:42you to re-engage your customer at a much
17:39:45lower cost than occurring new ones.
17:39:48Setting clear goals. Before diving into
17:39:51campaign, it's important to set clear
17:39:53and measurable goals. Here are some
17:39:56examples. Open rates. Target a 30% open
17:40:00rate for your emails. This shows that
17:40:04your subject lines and sender name are
17:40:06effective. Then we have clickth through
17:40:08rate which is CTR. A good benchmark is a
17:40:1210% CTR which means people are engaging
17:40:15with your email content. Next one is
17:40:18retention. Set a goal to increase repeat
17:40:21purchases or renewals by a certain
17:40:24percent. Example, 5% more sale from
17:40:27previous customer. And the last one is
17:40:30increase subscribers. For instance, aim
17:40:33to grow your subscribers list to,000
17:40:35people by the end of the quarter. And
17:40:38here's a pro tip. Make your goals
17:40:40specific, measurable, and realistic.
17:40:43Keep track of them weekly to ensure
17:40:45continuous improvements. Next, we'll be
17:40:48moving on to types of email marketing
17:40:50campaigns. There are several types of
17:40:53email campaigns that will form the
17:40:55backbone of your strategy. The first one
17:40:58being newsletter. Regular emails to
17:41:00share updates, news, and valuable
17:41:02content with your audience. Example,
17:41:06weekly industry digest to keep your
17:41:08subscribers informed. Second one is
17:41:11promotional emails. Announce special
17:41:14offers, discounts or deals. For example,
17:41:1720% off this weekend or exclusive offer
17:41:20for you. And the third one is
17:41:24transactional emails triggered
17:41:26automatically when a customer takes a
17:41:28specific actions such as completing a
17:41:31purchase. For example, your order has
17:41:34been shipped or your payment was
17:41:36received.
17:41:38Fourth one is drip campaign. series of
17:41:41emails sent over time to educate or
17:41:44nurture your leads. For example, a
17:41:47multi-day welcome series or lead
17:41:50nurturing email flow. Fifth one is
17:41:52re-engagement emails. Targeted users who
17:41:55haven't interacted with your brand in a
17:41:58while. For example, we miss you. Here's
17:42:01a special offer to reconnect. And the
17:42:03sixth one being abandoned cart emails
17:42:07send to remind users of items left in
17:42:09your cart. Example, you left something
17:42:12behind. Complete your purchase now.
17:42:15Next, we'll move on to building your
17:42:17email list. You cannot just buy email
17:42:20list. Quality matters. Here's how to
17:42:23grow your list ethically. The first one
17:42:25is to opt in forms. Always use OTP in
17:42:29forms. No purchase list. Second one is
17:42:33lead magnets. Offer valuable codes such
17:42:36as ebooks or discounts or even free
17:42:38webinars in exchange of an email
17:42:41address. And the third one is social
17:42:43media and YouTube. Promote email signs
17:42:46up through your social media channels or
17:42:49embed forms in videos. Fourth one is
17:42:52double OTP in. This ensures that your
17:42:55subscribers are truly interested in your
17:42:58content leading to more engaged list.
17:43:01And here's a pro tip. Always provide a
17:43:04clear unsubscribe option and comply with
17:43:07the laws like GDPR and CANSPAN. Now, how
17:43:11do you choose the right email marketing
17:43:13tool? Several email marketing platforms
17:43:17are available each suited to different
17:43:19needs. The first one being Mailchimp,
17:43:23which is best for beginners. And why is
17:43:26it so? It's a userfriendly great
17:43:28template and analytics feature. offers
17:43:30free plans for small lists. And the
17:43:33second one is Mailorite. This is best
17:43:37for startups and creators. And why?
17:43:40Because it's affordable, offers advanced
17:43:42automation and segmentation, good for
17:43:45building campaigns quickly. And the
17:43:47third one is Omniscent. It is best for
17:43:50e-commerce business and why it is
17:43:54integrated well with online stores
17:43:56offers automation and product
17:43:58recommendations based on customers
17:44:00behavior. Fourth one is cover kit best
17:44:04for content creators. It focuses on
17:44:07audience segmentation and automation
17:44:10with powerful landing page tools. And
17:44:13fifth one is HubSpot. It is best for
17:44:16large businesses. It has excellent CRM
17:44:19integration, advanced email automation
17:44:21and indepth analytics. And then we have
17:44:24Adobe campaign. This is best for
17:44:27enterprises.
17:44:29It has an extensive customization and
17:44:32robust analytics for a large scale
17:44:34campaigns. And here's another tip. Start
17:44:38with a free trial to explore features
17:44:40like automation, templates, and
17:44:42analytics. Get familiar before scaling.
17:44:45Here's about personalization and
17:44:47segmentation. Segmentations allows you
17:44:50to send more relevant emails to
17:44:52different groups within your audience.
17:44:55For example, demographics. Send
17:44:57different offers based on location, age,
17:45:00or gender. Next, we have behavior.
17:45:03Personalize emails based on past
17:45:05purchases or interaction. Next, we have
17:45:08life cycle stage. New subscribers might
17:45:11need a educational email series, while
17:45:13loyal customers might appropriately
17:45:16speak perks. And here's a pro tip.
17:45:19Personalization goes beyond just using
17:45:21someone's name. Use their interest or
17:45:24purchase behavior to suggest products or
17:45:27content that fit their needs. Now, how
17:45:29do you craft high converting emails? To
17:45:33write an email that gets open and click,
17:45:36follow these steps. The first one is
17:45:38subject line. Keep it under 60
17:45:41characters. Use curiosity, urgency or
17:45:43value. And the next one is pre header.
17:45:47Think of it as a second headline that
17:45:49supports your subject line. And then we
17:45:51move on to body. Focus on value, not
17:45:54just selling. Keep it concise and easy
17:45:57to scan with shorts, paragraphs. Next,
17:46:00we have call to action. Always have a
17:46:03clear CTA. Keep it visible and strong
17:46:06like a button or a link. And the last
17:46:09one is design. Ensure that an email is
17:46:12mobile friendly and has a clean one
17:46:15column layout. And here's a pro tip. AB
17:46:18test your subject lines and CTAs
17:46:20regularly to see what works best. Next,
17:46:24we move on to email automation and
17:46:26sequences. Email automations allows you
17:46:29to send relevant emails at the right
17:46:31time without doing manual work every
17:46:34time. Essential automation tools which
17:46:37include welcome series which is three to
17:46:39five emails introducing your brand and
17:46:42best content. Next we have abandoned
17:46:45carts. Remind customers about items they
17:46:48left behind. Next we have lead
17:46:51nurturing. Send value pack content to
17:46:54guide potential customers towards making
17:46:56a decision. Next we have re-engagement
17:47:00series. Incentize dormant users to
17:47:03return with special offers or updates.
17:47:07And that's a wrap. You are now ready to
17:47:10tackle email marketing like a pro. From
17:47:12building your list to sending those high
17:47:15converting emails, you have got the
17:47:17tools to make it happen. Whether you're
17:47:19just getting started or looking to
17:47:21fine-tune your approach, these tips will
17:47:24help you connect with your audience and
17:47:26grow your business.
17:47:27>> So, let's dig into affiliate marketing.
17:47:30So, John's just taking over now and he's
17:47:33going to let Chuck know everything there
17:47:35is to know about affiliate marketing.
17:47:38So, the first question John answers for
17:47:40Chuck, what is affiliate marketing? So
17:47:43affiliate marketing is a form of digital
17:47:46marketing that involves a merchant. It
17:47:49involves a merchant paying commissions
17:47:51to a website or other entities. So if
17:47:53I'm selling a product, basically
17:47:56somebody else sells that product for me,
17:47:58I'm going to pay that person a
17:47:59commission for selling my product. It's
17:48:01that simple. That's what affiliate
17:48:03marketing is. Okay? So basically what
17:48:05these merchants are doing or other
17:48:07entities, they're advertising your
17:48:09product. So they're advertising your
17:48:11product with a referral. So they're
17:48:14passing on their own customers to you so
17:48:17that they can buy your product. And
17:48:19again, the exchange is you give that
17:48:22website or other entity a commission.
17:48:24That's more or less what affiliate
17:48:26marketing is. So John's going to have us
17:48:29take a look at each of these components
17:48:31of affiliate marketing in detail. Take
17:48:33it away, John. So John says first we
17:48:36have the merchant aka the brand, the
17:48:39seller, the creator, the founder, the
17:48:41owner, the inspiration, the innovator.
17:48:44Hey, this is the person who came up with
17:48:46this brilliant idea. This brilliant idea
17:48:49has to get out there. We're the
17:48:51merchant. We're trying to get this
17:48:52brilliant idea out to the masses. So
17:48:55this is the component of affiliate
17:48:56marketing that creates the product. The
17:48:58merchant could be anyone. Okay? So it
17:49:01could be startups to large multinational
17:49:03companies, international companies,
17:49:05nonprofits, for-profits, individuals,
17:49:08independent contractors, freelancers, a
17:49:11group of people who have a passion for
17:49:13something. Okay, it could be anybody.
17:49:15There's no limit. The affiliate aka the
17:49:18publisher. So the affiliate is basically
17:49:22that third-party website or entity which
17:49:24promotes the merchants's products and
17:49:27tries to convince potential customers of
17:49:30the merchants's products value. So this
17:49:32affiliate going to represent the
17:49:35merchant on their behalf and try and get
17:49:38their clients to basically purchase that
17:49:42particular merchants's product. So the
17:49:43affiliate could be incentivized based
17:49:45on, you know, registrations, email
17:49:48signups, sales, and subscriptions. So it
17:49:50doesn't always come down to, you know,
17:49:53sales. You know, if I'm just trying to
17:49:55get, you know, build my email list,
17:49:57then, hey, I can incentivize that
17:49:58affiliate to push email signups. If I'm
17:50:02got this big, you know, offline, you
17:50:04know, promotion that I'm doing at this
17:50:07particular mall and I want to get people
17:50:09there, well, I can get an affiliate and
17:50:11incentivize that affiliate to drive and
17:50:13help me drive registrations for this
17:50:16event. So, it doesn't always have to be
17:50:18sales, per se. So, in effect, you, the
17:50:20merchant, and the affiliate, work out
17:50:23some type of commission deal based on
17:50:25what you're incentivizing. So the
17:50:27relationship between the affiliate and
17:50:28the merchant is made possible with the
17:50:30help of an affiliate network. So that's
17:50:32the third component here. We need
17:50:34somebody to bring the two together. That
17:50:37merchant who has this brilliant idea and
17:50:39the affiliate who has potential
17:50:42customers that could potentially drive
17:50:45registrations, sales, signups, etc. to
17:50:48the merchant. So the affiliate network
17:50:50is the one who brings the two together.
17:50:52So the affiliate network in effect acts
17:50:55as the middleman, the person in between
17:50:57the merchants and affiliates. It allows
17:50:59merchants to find and collaborate with
17:51:02not just any affiliate but the affiliate
17:51:04best suited for their particular brand
17:51:07and product because you want to find
17:51:09somebody who is going to be passionate,
17:51:12who's relevant, who has your prospective
17:51:14customers in mind because they're the
17:51:16ones that going to help those protective
17:51:18customers purchase your product. So
17:51:20that's what the affiliate network does.
17:51:22It helps bring the merchants and
17:51:24affiliates together so that the
17:51:26affiliate can help advertise and sell on
17:51:29behalf of the merchant. So with the
17:51:31affiliate network, merchants can use
17:51:32tools for tracking and reporting and
17:51:34processing payments for affiliates. So
17:51:37really that affiliate network is the
17:51:39glue that holds it all together. They're
17:51:41not just one to introduce a merchant and
17:51:44affiliate. They offer it all. So, as a
17:51:47merchant, you want to be able to manage
17:51:49your affiliates. So, you're not going to
17:51:51have one affiliate, you're going to have
17:51:52multiple affiliates. So, you want to be
17:51:54able to use the appropriate tools
17:51:56available to you in that affiliate
17:51:58network to see and track how sales are
17:52:02going. And when sales happen, okay, or
17:52:05commissions happen, you want to be able
17:52:06to use that affiliate network to
17:52:08compensate that affiliate appropriately.
17:52:11And then finally, the customer. customer
17:52:14aka the consumer is the most important
17:52:18component of all of this. Take it away,
17:52:21John. So the consumer is the final and
17:52:24most important component. Without
17:52:26customers to buy products, the merchant
17:52:29would not have any revenue and the
17:52:30affiliate would not get any commission.
17:52:32So we need customers. So John, what is
17:52:35the process of affiliate marketing?
17:52:38Well, John says, let's have a look at
17:52:40the process. So, it's affiliate
17:52:42marketing time. So, we're going to use a
17:52:44tool or platform like Commission
17:52:47Junction. Commission Junction is a
17:52:48popular, you know, platform that
17:52:52affiliate network platform that brings
17:52:54merchants and affiliates together. So,
17:52:56the merchants can use those affiliates
17:52:58to advertise their product. So, let's
17:53:00take a look at uh Commission Junction as
17:53:03a good digital marketing tool for
17:53:06affiliate marketing. So, we're going to
17:53:08use Commission Junction as an example
17:53:10here. Remember in affiliate marketing
17:53:12it's an ecosystem between publishers and
17:53:16merchants. So remember merchants are
17:53:18selling products, publishers are selling
17:53:20those merchant products on their site.
17:53:24And so Commission Junction is the
17:53:26middleman so to speak. Okay? So
17:53:28Commission Junction just known as CJ now
17:53:31is the middle person. They're
17:53:34introducing the publisher and the
17:53:36merchant. And so let's go ahead and log
17:53:39in here. So when you log in, like any
17:53:42other digital marketing tool, any other
17:53:44platform, you're going to have your own
17:53:46settings and whatnot. So really, the
17:53:49whole idea behind any affiliate
17:53:51marketing tool is really there to manage
17:53:55your publishers. Who do you want as a
17:53:57publisher? Who do you want selling your
17:53:59product? You obviously want somebody
17:54:02who's relevant, somebody who's going to
17:54:04be able to sell the product, somebody
17:54:05who has a targeted audience that's
17:54:07similar to yours. Okay. So, we go into
17:54:10cj.com. We're going to log in. And here
17:54:13you can see a publishers link. So, we're
17:54:16going to click on the publishers link.
17:54:18And remember, when you sign up
17:54:20publishers, you have to have program
17:54:22terms. And so if we click on publishers
17:54:25program terms, we're going to be able to
17:54:28see all the different program terms
17:54:30available. So here we could see the
17:54:33different program terms we have set up
17:54:35for certain publishers. So if we just
17:54:37click on that, we'll be able to see
17:54:39that's the default program term. So
17:54:41remember, you could set up your own
17:54:43program term for any publisher. So, as a
17:54:47best practice, [snorts] if you have
17:54:48publishers who are actually performing
17:54:50well, who are selling your products,
17:54:53maybe you want to offer them a little
17:54:54bit more on the commission side, maybe
17:54:56you want to sweeten the deal. Maybe, you
17:54:59know, these guys, these publishers get
17:55:02better program terms versus say other
17:55:04publishers who don't. And so, here we
17:55:06can see the program terms. Basically,
17:55:09you could see what the terms are, the
17:55:10action, and the different policies here.
17:55:13So everything you need to do to manage
17:55:16that publisher in terms of payment is
17:55:18done under the program terms. Now if the
17:55:21program terms are met, the publisher
17:55:23actually sells your products. CJ is the
17:55:26broker. They're the ones who are going
17:55:28to initiate the payment based on the
17:55:31program terms. So be careful on the
17:55:34program terms. You want to be able to
17:55:36set them appropriately. CJ has
17:55:38templates. CJ has some default program
17:55:42terms that you could use and offer up to
17:55:45different publishers. So based on the
17:55:47program terms, that's how your
17:55:49publishers are going to get paid. And so
17:55:51here you can have as many different
17:55:54program terms as you want. There's no
17:55:56limit here. You want to be able to align
17:55:59and reward program terms again based on
17:56:02performance. And so here we can see what
17:56:05publishers are under what program terms.
17:56:08So again, if your publisher is
17:56:10performing well, sweeten the deal. Offer
17:56:13them a better program terms. And so you
17:56:16can align publishers with different
17:56:18program terms. And so that's the whole
17:56:21idea behind program terms is you want to
17:56:25be able to align publishers with that.
17:56:26So when you sign up a publisher, they're
17:56:28going to get aligned with a program
17:56:30term. Meaning, what are they going to
17:56:32get paid for selling your product? Now,
17:56:35if we want to manage by status instead
17:56:37of by program terms, we could see all
17:56:40the different organizations we have in
17:56:43our network. These are our publishers.
17:56:45We're the affiliate. We're the ones
17:56:47selling the product. We want to know
17:56:50who's selling, who's not selling. And
17:56:53so, we can look at all our publishers by
17:56:56program terms or by status. Okay? So
17:57:00basically you could see here the term
17:57:03status whether it's active or not
17:57:05earnings basically what they've sold
17:57:07over the last basically 7 days or 3
17:57:10months. So you could look at basically
17:57:14how your publishers are performing just
17:57:17by clicking on manage by status here in
17:57:20cj.com. So, when you're looking at
17:57:22reports in CJ.com or really any other
17:57:27affiliate program, you might see the
17:57:29acronym EPC. This stands for earnings
17:57:33per click. Actually, it's a little
17:57:35misleading. It's actually earnings per
17:57:38100 clicks. So, basically CJ calculates,
17:57:42you know, how much a publisher is
17:57:43actually making per click. You know,
17:57:45just like paid search, we're paying
17:57:47Google X amount per click. It's the same
17:57:50thing here. We can't or these publishers
17:57:53can't make any money if they don't
17:57:55generate clicks. So that's why you have
17:57:57an EPC model or metric so to speak. So
17:58:01you can measure earnings per click. CJ
17:58:04does it over a 7-day period and over a
17:58:073month period. So you could sort based
17:58:09on 7day or 3 month to see who's earning
17:58:12the most per click in terms of
17:58:15publishers. Now you can select under
17:58:17publishers groups. Now you can group
17:58:20your publishers. Okay? So if you have
17:58:23say a group of publishers in a specific
17:58:26region like the United States or India
17:58:28or if you're just focused on the United
17:58:30States and say you have publishers in
17:58:32different states like Texas, California,
17:58:34Missouri, Arkansas, well you can group
17:58:37those publishers into different groups
17:58:40and you can look at your different group
17:58:42names here. So here we could see Canada
17:58:46and so we have our publishers grouped
17:58:49into a group called Canada. Why? Because
17:58:53they're based in Canada. Makes sense. So
17:58:55you want to be able to organize your
17:58:58publishers because the whole idea behind
17:59:00affiliate marketing, CJ, is you want to
17:59:02be able to get the best publishers
17:59:05available for your network. And so as
17:59:08you get more publishers for your
17:59:10network, you'll be able to basically
17:59:13start grouping them where it makes
17:59:15sense. Now the example I gave you is by
17:59:18geography. You could do by geography or
17:59:21you could do by publisher status,
17:59:23meaning my best performing publishers go
17:59:26into a group. If they're in a group,
17:59:28then they get aligned with a certain
17:59:31program term. So you could group your
17:59:34publishers any way you want. by status,
17:59:36meaning they're selling more. These are
17:59:38our best performing publishers, or by
17:59:40region, or you know, by promotion. I
17:59:43mean, how you group your publishers is
17:59:45totally up to you. However, take
17:59:48advantage of the option to create
17:59:50publisher groups because the whole idea,
17:59:53again, I'm going to repeat it, is you
17:59:56want to get publishers and you want to
17:59:59start building your base of publishers
18:00:01because the more publishers you have,
18:00:03the more chance you are to sell your
18:00:06product. Remember, if nobody clicks on
18:00:08your product, then nobody's going to buy
18:00:10your product. So if you have publishers
18:00:12who are promoting your product for you,
18:00:15then you have a good opportunity to sell
18:00:17it. So the more publishers you have on
18:00:19board, the better the opportunity. So
18:00:22now once you have publishers, you can
18:00:24start grouping these publishers
18:00:25accordingly to whatever makes sense.
18:00:27It's a business decision. Just know the
18:00:29options available in CJ to group
18:00:32publishers. Now, when you're in CJ and
18:00:36you're starting out, okay, you want to
18:00:38start recruiting your publishers. So,
18:00:40you click on recruit and based on your
18:00:43settings, based on what you're selling,
18:00:45CJ is going to try and put you in front
18:00:48of some good publishers. And so, here we
18:00:52could see if we click on recruit, we're
18:00:54going to get a list of publishers. And
18:00:58this search results list of publishers
18:01:01that we can recruit into our network are
18:01:04all listed here. And you could actually
18:01:06see what's interesting, you could see
18:01:08the name of the publisher and you could
18:01:10see the URL and then you could actually
18:01:12see if they're a good performer or not.
18:01:16So you could actually see their history
18:01:18as a publisher just by looking at their
18:01:21network earnings and then also looking
18:01:24at their 7day earnings per click or
18:01:28threemon earnings per click. And so if a
18:01:31publisher has a very high earnings per
18:01:33click EPC, then they're probably a good
18:01:37publisher, somebody you're probably
18:01:39going to be interested in. So if I see a
18:01:42publisher with, you know, three month
18:01:45earnings per click of $105, then that
18:01:48means, hey, if that's my publisher, I'm
18:01:51paying $105 or $106 over seven days. You
18:01:55know, they're generating some clicks for
18:01:56me and they're generating sales. You
18:01:59can't deliver commission if they don't
18:02:01sell. And so to me, I want to be able to
18:02:05look at the seven threemonth earnings
18:02:08per click for these publishers. And so I
18:02:11can just click on any one of these
18:02:13publishers here and get some more
18:02:14insight about that publisher right here
18:02:17in CJ. So here I could see the
18:02:20particular URL of the company, some
18:02:22other URLs that they have associated
18:02:25with them in CJ. I can see the category
18:02:28that they're in. Again, I can see the
18:02:30seven 3month EPC. Here you can see
18:02:33description. Okay. You can see some
18:02:35other promotional methods that they use
18:02:38when promoting products. And you get
18:02:40some perform performance from this
18:02:44particular publisher just by pulling
18:02:46down the pull down menu here. I'm going
18:02:49to look at this year and see what their
18:02:51performance is. And while I'm waiting
18:02:54for that to load, I could see, hey,
18:02:55they're also in other countries as well.
18:02:58So I I can get a good snapshot of a
18:03:02particular publisher by recruiting
18:03:04publishers, seeing what their
18:03:06performance is over a period of time,
18:03:08and potentially, you know, recruiting
18:03:11that publisher to be part of my network.
18:03:13Because if they're part of my network,
18:03:15then hey, if they're selling products,
18:03:18if I'm selling products and I want my
18:03:19product on their site and they're doing
18:03:21a good job of selling other products,
18:03:22then I want them to be, you know, part
18:03:24of my ecosystem, part of my network.
18:03:26Now, remember, CJ is doing the
18:03:29introducing here. They're introducing
18:03:31you to recruits. So, you want to be able
18:03:34to again take a look at the site. Does
18:03:37do any of the sites that a particular
18:03:39publisher has interest you? You know,
18:03:41again, we could just click on it, go to
18:03:43the specific site, take a good look.
18:03:46Hey, Virgin Atlantic. Okay. Do we want
18:03:49them selling our product? Maybe, maybe
18:03:51not. Um, so you want to take a look at
18:03:53the website. Make sure it's not spammy.
18:03:56Make sure it aligns with your business
18:03:58goals. Make sure it aligns with your
18:04:00product, your target audience. Remember,
18:04:03a lot of things you want to make sure
18:04:05the website aligns with because they're
18:04:08representing your brand. Okay? very
18:04:10important here. Very important. And so
18:04:13that's what you want to be able to do.
18:04:15And you could do all that just by
18:04:17looking at the publisher detail in CG.
18:04:20And then again, take a look at that
18:04:22earnings per click. If they're selling
18:04:24products for other merchants and they're
18:04:27doing a good job, maybe you want them
18:04:29selling your product as well. Okay. So,
18:04:31you can also, you know, sort by country.
18:04:35You can also do network earnings. And
18:04:38you could really filter here. So if we
18:04:40want, you know, choose high network
18:04:42earners in a particular country, a
18:04:45particular state, you know, we could
18:04:47definitely filter in on a particular
18:04:52type of publisher. Okay? So you want to
18:04:55be able to hone in on somebody that's
18:04:57aligned with your geography or, you
18:05:00know, definitely you want to align with
18:05:01somebody who's a high network owner.
18:05:03Now, when you get all your publisher set
18:05:05up, you're going to need to provide them
18:05:09with some good promotional material,
18:05:11some good banners, some, you know, it
18:05:14could be text links, some messaging.
18:05:16Okay? So, you're the one who's going to
18:05:18provide the publishers with, you know,
18:05:21the information they need. Now, as a
18:05:24best practice, remember, you can get on
18:05:25the phone with these publishers. Have
18:05:27monthly calls or quarterly calls. See
18:05:30what they need. you know, reach out to
18:05:32them via email or reach out to them via
18:05:34the CJ platform, figure out, hey, you
18:05:38know, how's your banners working for
18:05:40you? Do you need new banners? So, you
18:05:42want to be able to constantly, you know,
18:05:44push new content out. And so, if I click
18:05:47on links here and manage, I'll be able
18:05:49to see everything that I have available
18:05:52for my publishers to use. Okay? Okay.
18:05:55And then you can actually look at
18:05:57banners that have actually produced for
18:06:00you in terms of EPC or you know if it's
18:06:03a specific promotion, okay, you could
18:06:06set that up here. So you're going to be
18:06:08able to see it here. You could see all
18:06:10the banners. You can see some text links
18:06:12in here. So all the, you know,
18:06:15advertising that you want these
18:06:16publishers to have is going to be
18:06:19situated under links. And so you can see
18:06:22what the active ones are. You can look
18:06:23at archived. You can look at again text
18:06:26links, content links or banners. And as
18:06:29a best practice, if I click on a banner,
18:06:32as a best practice, ideally what you
18:06:35want to do is use UTM tracking. Okay?
18:06:37So, you want to have some type of
18:06:39tracking in place. However, CJ does a
18:06:42lot of the tracking for you. So, they're
18:06:44going to be able to tell you how many
18:06:46times a banner's been clicked and how
18:06:50many times a banner's been seen. Okay?
18:06:53They'll also tell you more importantly,
18:06:55not only was that banner clicked, but
18:06:57did it generate a sale. And so here I
18:07:00can see that I have three publishers
18:07:03using this particular banner. I can see
18:07:05over this period of time 412
18:07:08impressions, meaning 412 people viewed
18:07:11the banner and I received one click on
18:07:14it. So you can get some indepth detail
18:07:17about your different marketing materials
18:07:19and how they're performing. Okay, you
18:07:21can also see what publishers are using
18:07:24them. Okay, so the key here is you want
18:07:27to be able to communicate with your
18:07:29publishers, give them the promotional
18:07:31material and that they need to promote
18:07:34your product. Now, you could set up
18:07:37specifically you could set up a unique
18:07:40banner for a publisher or you could set
18:07:42up a banner for a group of publishers.
18:07:45That's where the group comes in. So, you
18:07:47have some options here. And then as a
18:07:49best practice, what I would try and do,
18:07:51as you can see here, is come up with
18:07:53different banner sizes. So you can see
18:07:55here we got a 728x90.
18:07:57Okay, you got a 160x 600. You got a 300x
18:08:01250. Okay, so you want to have different
18:08:03banner sizes and you also want to mix in
18:08:06some text um ads as well. Okay, you want
18:08:09to be able to give your publishers some
18:08:12options in terms of what to use on their
18:08:15websites. So that's the whole idea
18:08:18because a publisher may not have space
18:08:20on the homepage. They may only have
18:08:22enough space for, you know, a text ad or
18:08:25a 300x 250. So you want to be able to
18:08:28mix it up and then also mix up the
18:08:31messaging as well. So you can have the
18:08:34same 300 250 banner, but you can have
18:08:37different messaging just like you see
18:08:38here. 300 by 250. Got this messaging
18:08:41here and we got a different set of
18:08:43messaging with the same banner size. So
18:08:46the more options you present for
18:08:48yourself, the more of an opportunity you
18:08:51have for the publisher to use that
18:08:53messaging, that banner, that text ad on
18:08:56their website. And then that gives you a
18:08:58better opportunity to get the click, get
18:09:01the conversion that you seek out. So
18:09:04that is links. So you want to be able to
18:09:08continue to push out different banners
18:09:12and text ads. Now, CJ also has a great
18:09:15feature in here. If you're selling a lot
18:09:18of products, you have a large inventory
18:09:20of products, you could actually upload a
18:09:22product feed to CJ. So, you can see in
18:09:25this example, we don't. But if you did,
18:09:28let's just say you have a 100 products
18:09:30that you want to sell, you can go ahead
18:09:32and upload that feed to CJ and then the
18:09:35publisher will be able to use that
18:09:37entirety and it's of the feed or pick
18:09:41and choose different products to use and
18:09:43sell. So let's jump over to reports and
18:09:46CJ you have reports. So this is really
18:09:49the bulk of where you want to be
18:09:51spending your time because you want to
18:09:52be able to, you know, not only recruit
18:09:55those publishers, but after you recruit
18:09:57them, you want to be able to see the
18:09:59performance. How are things moving? Are
18:10:02are publishers moving product? Are they
18:10:04generating clicks? Are they selling your
18:10:07product? So go no further than reports.
18:10:10Right here at the top navigation, we're
18:10:12going to click on performance reports.
18:10:14And so we want to be able to see over a
18:10:17period of time, you know, are we selling
18:10:19our product? And here you can see over
18:10:22the last 30 days, you could see how much
18:10:24commission was paid out. Remember, CJ
18:10:27gets a fee. They're the broker. Okay, so
18:10:30that's part of the program terms. Okay,
18:10:32so it's based on program terms. Who is
18:10:34selling? Okay, what program term are
18:10:37they associated with? CJ gets their
18:10:39commission. Okay, so you can see the
18:10:41total commission and then the sale
18:10:43amount. Okay. So, I could see how many
18:10:45sales were generated, how many items
18:10:47were sold, how many clicks were
18:10:49generated, how many impressions. So, I
18:10:51can get a good sense here day by day
18:10:55over who's selling, who's not selling,
18:10:58and it's all broken down at the very end
18:11:01to earnings per click. So, that's my
18:11:03performance report. So, we want to be
18:11:05able to see over a period of time, you
18:11:08know, are we selling? Now, I can go into
18:11:11detail. If I click on transaction here
18:11:14from the pulld down menu, I can look at
18:11:17a specific order, I can choose a
18:11:19specific publisher or website and I can
18:11:22get details about that specific order,
18:11:26publisher, website, etc. Just be look by
18:11:29choosing transaction. So I can get
18:11:31really granular about the data I see for
18:11:35a specific transaction. That's just by
18:11:37clicking reports transaction. Now, you
18:11:40can also click on promo codes. And if
18:11:43you're running any promo codes for your
18:11:45publishers, you'll be able to see how
18:11:47many conversions those promo codes
18:11:50delivered, and the sale total sale
18:11:52amount over the last 30 days. So,
18:11:54building a network is all about
18:11:56recruiting the right publishers, giving
18:11:59them the materials they need, measuring
18:12:02the performance of the publishers, and
18:12:04then communicating. It's just so key. So
18:12:07CJ has a nice message center built in.
18:12:10So you can actually, you know, look at
18:12:12the messages you're getting from your
18:12:15publishers and turn around and
18:12:17communicate with them. So you
18:12:19communicate seamlessly and efficiently
18:12:22right in CJ here. So I just clicked on
18:12:25mail and we can see the messages we
18:12:27have. So you can also click on email
18:12:30campaigns and if you have any email
18:12:33campaigns that you want to run, you can
18:12:35look at them right here in CJ. So CJ
18:12:40offers up some email campaigns. Then we
18:12:43can see how many people we targeted, you
18:12:45know, how many people opened it and how
18:12:47many people joined in this case joined
18:12:50our network. So here we have, you know,
18:12:53a breakdown of each of the email
18:12:56campaigns that we've run over a period
18:12:58of time and their status and how many
18:13:02people we're targeting and opens,
18:13:04deliveries, etc. So if you want to run
18:13:06an email campaign, write in CJ, it's
18:13:09available to you as part of the
18:13:11platform. So, if we move over from mail
18:13:13to placements, we have an opportunity to
18:13:16place some promotional material on a
18:13:19publishers's website. And so, here we
18:13:22could see a breakdown of different
18:13:26publishers who basically will offer up
18:13:29some promotional material that we can
18:13:31leverage. Okay, so here you got this
18:13:34particular promotional placement. It's a
18:13:36one month placement and review page with
18:13:39your ad. So we can actually, you know,
18:13:41take advantage of what publishers are
18:13:44offering up on their own website. So the
18:13:47whole idea here is if it's in a prime
18:13:50position on their website, then we can
18:13:52take advantage of that. So then what we
18:13:54want to be able to do is if we like what
18:13:56they're offering up, you can see, hey,
18:13:59this particular publisher saying, hey, I
18:14:01have a creative the placement is a
18:14:03homepage banner or full page review.
18:14:05provide an email with a copy of the ad
18:14:08that you'd like to be displayed. And
18:14:10we're going to email this person here.
18:14:11So, if we want to take advantage of a
18:14:14specific promotional placement on a
18:14:17publishers's website, then we can do
18:14:18that just by clicking on placements and
18:14:21we'll be able to see who's offering up
18:14:23what. Notice there's a fee involved. So,
18:14:26it just gives you an opportunity to
18:14:29reward a publisher that's performing
18:14:32well for you. And if they turn around
18:14:33and offering you a better placement for
18:14:35a little bit more money, it might be
18:14:37worth it. So the whole idea is to take
18:14:39advantage of placements because if your
18:14:43product isn't placed properly, then
18:14:45nobody's going to see it. If nobody sees
18:14:46it, then you know they're not going to
18:14:48click on it and then you're not going to
18:14:50get sales. So that's the whole idea here
18:14:53is take advantage of what publishers are
18:14:56offering up in terms of promotional
18:14:58opportunities. So CJ also has a payper
18:15:02call click uh model as well pay model.
18:15:05So basically your pay performance is
18:15:09based on calls. So basically the whole
18:15:12point here is as CJ points out you want
18:15:15to promote more high ticket and
18:15:17consultative products and services. You
18:15:19want to expand your reach and you want
18:15:21to get more qualified sales then you can
18:15:23offer up a pay per call. And the beauty
18:15:26here is CJ tracks the calls. So you will
18:15:31be able to see you the actual phone
18:15:33number and calls. So instead of offering
18:15:35up say you know banner with a click, you
18:15:38can offer up you know promotional number
18:15:41and have CJ track the calls from the
18:15:43publisher. And that just opens up
18:15:46another opportunity for you to give your
18:15:49publishers an option to have people
18:15:51call. If they call, then great. you
18:15:53know, it's another way for somebody to
18:15:55get in touch and purchase the product.
18:15:57So, the paper call method is available
18:16:00under CJ as well. So, if we want to get
18:16:02more insights about how our program is
18:16:07performing, we just click on the
18:16:08insights. CJ is going to take us to this
18:16:11overview, this dashboard if you will,
18:16:14with some really good data based on a
18:16:17time frame. Okay. So, we're comparing
18:16:20July through of July of 19th through
18:16:23July of 2018. We're able to see revenue
18:16:26and and commissions paid out and how
18:16:28many clicks, average order value. So,
18:16:32there's kind of an overview dashboard,
18:16:34if you will, about how our overall
18:16:38program is performing. There are other
18:16:40similar tools and resources to include,
18:16:43you know, Max Bounty, Trade Doubler,
18:16:45Amazon Associates. There's plenty of
18:16:48networks out there. You want to find a
18:16:50network where you're going to have
18:16:53affiliates that are going to be
18:16:54passionate and going to be relevant and
18:16:56have the prospective audience that you
18:16:58need to sell your product. So do your
18:17:01due diligence on the number of different
18:17:03platforms out there. So what's the
18:17:05process of affiliate marketing? So the
18:17:08process is really setting up rules,
18:17:10guidelines, specifications around
18:17:13branding, commissions, etc. for the
18:17:16affiliates. So that's really step two.
18:17:18Step one is you got to find that
18:17:20network. Step two, you got to then
18:17:22establish the process within that
18:17:24network, within that affiliate network.
18:17:26And so the merchant provides
18:17:29specifications such as, hey, here's what
18:17:32type of creative I want to use. You
18:17:34know, it could be a banner, it could be
18:17:35just a text ad, it could be a video. And
18:17:38we want to be able to specify the
18:17:40messaging in that ad. We want to specify
18:17:43the specific parameters around the
18:17:45image. what size image are we going to
18:17:47use? Okay, we want to specify the
18:17:50landing page or the link we're going to
18:17:51send people to. And then most important
18:17:54within that affiliate network, the
18:17:56merchant is going to set the commission.
18:17:58And so you can have multiple incentives.
18:18:01So remember, you can incentivize based
18:18:04on email signups or registrations, okay?
18:18:07Not just sales. So you could set the
18:18:09commission. It's say 5% for email
18:18:12signups and 15% for sales. So you can
18:18:15specify what kind of creative and text
18:18:17you want the affiliate to use. So this
18:18:19is really important because if you're
18:18:21pushing a product like a camera or some
18:18:24type of electronic gadget, you can also
18:18:26specify what promotion you want that
18:18:29affiliate to use. You could specify the
18:18:32call to action. Again, you could specify
18:18:33the image specifications, the price
18:18:36point, the language in the ad. So as the
18:18:38merchant, you're in total control over
18:18:42what creative and text you want the
18:18:44affiliate to use. So John is going to
18:18:47state further. John, the commission that
18:18:50each affiliate we receive is also
18:18:52mentioned. So let's look at the scenario
18:18:54where an affiliate receives 15%
18:18:56commission for each product purchase
18:18:59through a referral code. So 15%
18:19:01commission. So the customer clicks on a
18:19:04referral link from the affiliates
18:19:06website. the customer buys the product
18:19:08for, let's just say, $27.97.
18:19:12Well, 15% of that is $4.20. So, the
18:19:15affiliate will get a commission of
18:19:17$4.20. So, as the merchant, you have to
18:19:20be able to set that commission
18:19:22appropriately. You don't want to give
18:19:24100% commission away. You don't want to
18:19:26give 50%, you want to set a commission
18:19:28that's going to incentivize the
18:19:30affiliate so that it's a win-win
18:19:32situation. You're getting a sale,
18:19:34affiliates getting the commission, the
18:19:36customers happy with the product, and
18:19:38everybody comes away with an ecosystem
18:19:40that works for all parties. So, what is
18:19:43the process of affiliate marketing?
18:19:45Well, affiliates apply to advertise on
18:19:48your behalf. Okay, so that's the third
18:19:50step here. So, first step, choose that
18:19:52network. Second step, set up all the
18:19:54guidelines. Third step really affiliates
18:19:58are going to apply and say look merchant
18:20:01I want to sell your product on my
18:20:03website. So John take it away John. Well
18:20:06affiliates can contact you through the
18:20:08affiliate network. That's the whole
18:20:10point of the network or through a page
18:20:12you have set up on your website
18:20:14specifically for affiliates. So really
18:20:16there's two ways for affiliates to reach
18:20:18out to you. Through the network or
18:20:20directly through your website. Either
18:20:22way, we're trying to get affiliates who
18:20:24are going to be passionate about selling
18:20:26our product for the commission we're
18:20:28offering. So, if you look here at the
18:20:31bottom, you may see a link that says,
18:20:33"Hey, you know, if you're interested in
18:20:35our affiliate program, click on the
18:20:37affiliate program link." And from there,
18:20:39you're going to be able to see all the
18:20:41details about how to become an
18:20:43affiliate. So, that's an example of what
18:20:46you could do on your website if you have
18:20:48an affiliate network. So the last step
18:20:50in all this is to select the affiliates
18:20:53that are best suited for your brand. So
18:20:56when you set up that network, you set up
18:20:57all the guidelines, you're offering a
18:20:59great commission. It's a win-win
18:21:01scenario. Then you're going to have all
18:21:03these affiliates apply to sell your
18:21:05product. You're the one in control.
18:21:07You're the merchant. You're representing
18:21:09the brand. You need to pick and choose
18:21:12the affiliate that's best suited for
18:21:14your brand. This is probably the most
18:21:16important step. You want to get your
18:21:18product out there on the website that is
18:21:20best suited to position your product to
18:21:23your prospective audience. So, John,
18:21:26take it away. Well, you could select an
18:21:29affiliate from the ones that have
18:21:31applied for your affiliate program. This
18:21:33can be based on a number of factors.
18:21:35One, how much traffic the affiliate
18:21:38website gets. You know, we want to
18:21:40choose an affiliate that gets a lot of
18:21:41traffic. You don't want to choose an
18:21:43affiliate that gets very minimal
18:21:45traffic. What's the point? You want to
18:21:47get your product out there in front of
18:21:49people. The second criteria is how
18:21:51successful was his or her previous
18:21:53affiliate campaigns. Were they
18:21:55successful in selling other merchants
18:21:57products? Do they have a good track
18:21:58record? Were they good affiliates? Then
18:22:01third criteria is the most important. Is
18:22:04that affiliate okay with the commission
18:22:06offered? Now, you can always go back and
18:22:08renegotiate a higher commission for
18:22:11those that have been or proven to be
18:22:13successful in the past at selling
18:22:16products or you can renegotiate the
18:22:18commission for affiliates who have
18:22:21proven to sell your product. So, for
18:22:24example, if you have a 100 affiliates
18:22:27selling your product and you have 10 of
18:22:29those who have proven to be really good
18:22:32affiliates for you, then you can go
18:22:34ahead and give them a raise, so to
18:22:36speak. So, instead of 15% commission,
18:22:39you can bump it up to 20%. So, you can
18:22:41create a whole new commission agreement
18:22:43for quote unquote best affiliates. And
18:22:46likewise on the flip side, well, you
18:22:48know, if an affiliate is not selling
18:22:50your product, then you probably don't
18:22:52want him or her hanging around. You
18:22:54probably want to try and see if you can
18:22:56incentivize them. And if you can't
18:22:58incentivize them, then the affiliate
18:23:00network is there to broker not only the
18:23:02agreement, but you know, separate the
18:23:05agreement as well. So, you could
18:23:06certainly get rid of affiliates who
18:23:09don't perform, but you can incentivize
18:23:11affiliates who do perform. But really it
18:23:14comes down to first, do they have a good
18:23:16track record? You know, do they get
18:23:18traffic and are they okay with the
18:23:20commission you're sending forth? So
18:23:22consumers click on the ad or link which
18:23:24sends the users to the merchants's
18:23:26website. So they're going to the
18:23:28merchants website from the affiliate
18:23:30website. The see it call to action will
18:23:33direct you to a page where you can buy,
18:23:35for example, in this case software. So
18:23:37we're buying software here. And you can
18:23:40see here from the software, we could
18:23:42choose what we want, the full version.
18:23:45We're going to go for the full version.
18:23:47We're going to go through the checkout
18:23:48here. We're going to click on buy now
18:23:51after we've entered in all of our
18:23:53details. So, it's almost seamless from
18:23:57the affiliates website to the merchants
18:23:59website or landing page all the way
18:24:01through the checkout process. And
18:24:03remember, the affiliate network is the
18:24:04one tracking all this behavior. So as
18:24:07the person goes from the affiliates
18:24:09website to the merchants to the
18:24:11merchants's shopping cart, the affiliate
18:24:14network is tracking the entire behavior.
18:24:16So after the customer makes a purchase
18:24:19on that merchants's website, the
18:24:21affiliate network records the details of
18:24:24his or her transaction. This is
18:24:26important because the affiliate network
18:24:29records it. They're the ones that are
18:24:30going to calculate how much commission
18:24:33gets paid out to the affiliate. So
18:24:36again, if it's that $27.97
18:24:40product, 15% commission, then the
18:24:43affiliate network's going to make sure
18:24:44that that affiliate gets his or her
18:24:47commission of $4.20. Okay, so the
18:24:50transaction is validated and credited to
18:24:53the affiliate. Okay, so this is all
18:24:55recorded in the affiliate network that
18:24:58you choose, whether that be Commission
18:25:00Junction, CJ, or something else. Okay.
18:25:03The affiliate is then paid his or her
18:25:05commission. Once they're paid, it's
18:25:07almost seamless. Nothing is stopped.
18:25:10Nothing is halted. Nothing's paused.
18:25:12That affiliate is just going to keep on
18:25:14promoting that merchants's product, the
18:25:16more that affiliate incentivized with
18:25:19commissions, I guarantee the more that
18:25:22affiliate's going to want to push the
18:25:23merchants's product because they know
18:25:25they're getting sales by that particular
18:25:28merchants's product, by that merchant.
18:25:30So, it's a win-win situation. the
18:25:31merchant's getting his or her product
18:25:33sold as a result of these affiliates
18:25:35websites. The affiliate is getting
18:25:38commission via the affiliate network
18:25:40thanks to the merchants's product. So,
18:25:42it's a win combination and it's a
18:25:44successful combination. So, affiliate
18:25:46marketing to me is equivalent to an
18:25:49ecosystem that creates a win-win
18:25:51environment. You, the merchants getting
18:25:53your product out there, hey, the
18:25:55affiliates getting an opportunity to
18:25:57make some money. So, John, what do you
18:25:59have to say? Well, the whole process
18:26:02repeats itself. It doesn't stop. So, you
18:26:05as the merchant, you got to keep finding
18:26:07affiliates. And on the affiliate side,
18:26:10hey, you're going to offer up that
18:26:12product to keep getting incentivized
18:26:14with commissions. So, it's a constant
18:26:17constant process that just continues to
18:26:20recycle itself so that everybody
18:26:23continues to win. So, some of the
18:26:24advantages of being able to select an
18:26:26affiliate that's relevant to your brand
18:26:29are one, you could choose an affiliate
18:26:31best suited to represent your brand and
18:26:34products. Okay, that's important. You
18:26:36want to choose an relevant affiliate.
18:26:39Two, you only need to pay commission if
18:26:42a conversion takes place. Okay, that's
18:26:44the great thing about it. No conversion,
18:26:46no sale, no commission. Now again, you
18:26:49can offer up other incentives like
18:26:51registrations and emails. So that way
18:26:54you're getting something and the
18:26:56affiliates getting something in return.
18:26:57Maybe a lower commission, but they're
18:26:59still getting something in return. Okay?
18:27:01The affiliates audience are more likely
18:27:03to be interested in your product. If
18:27:06it's relevant, the affiliates relevant
18:27:08to your product, then chances are the
18:27:10audience going to be interested in your
18:27:12product on the affiliates website. So
18:27:14the system works on a semi-automatic
18:27:17basis. The more commissions the
18:27:19affiliate gets, the more they push your
18:27:22product, the more sales you get, you get
18:27:24sales, affiliate gets commissions,
18:27:27everybody wins. Process just keeps
18:27:29going. So, John, what are the tips for
18:27:32success in affiliate marketing? Well,
18:27:35John says, "Hey, look, now that you know
18:27:37how affiliate marketing works, here are
18:27:39some tips on how you can get a better at
18:27:42affiliate marketing." One, provide
18:27:44competitive rates to attractive
18:27:46successful affiliates. So remember, we
18:27:48talked about this a couple of minutes
18:27:50ago. Hey, affiliates at are performing
18:27:52at a higher level, offer them a higher
18:27:54commission. Hey, gamify your
18:27:56compensations into tiers to reward best
18:27:59performing affiliates. Okay? So break
18:28:02them off into different tiers. Best,
18:28:04middle, lower performing. Okay? Maintain
18:28:06a good relationship with your affiliates
18:28:08with regular communication. So the
18:28:10communication doesn't just stop and end
18:28:13once you accept the affiliate.
18:28:15Communication continues. Reach out to
18:28:17the affiliate. Have monthly calls,
18:28:19weekly calls. In some cases, it could be
18:28:21daily calls or it could be emails or
18:28:23text messaging. You know, offer up
18:28:25different promotions or more
18:28:28importantly, get some feedback from the
18:28:30affiliate. Get their ideas about your
18:28:32product. They're the ones who are
18:28:34selling your product, so they probably
18:28:35have some ideas on how you can better
18:28:38improve it. or maybe they receive
18:28:40feedback from their audience that they
18:28:42can pass along. So, it's important to
18:28:43maintain a good relationship with your
18:28:45affiliates to keep the relationship
18:28:48strong. Then set up ground rules
18:28:50regarding the liberties affiliates can
18:28:52take with your brand. Remember, you're
18:28:54setting up the brand guidelines at the
18:28:55beginning. You want to make sure
18:28:57affiliates abide by those brand
18:28:59guidelines, but give them a little bit
18:29:01of flexibility here. Now, you're the one
18:29:03setting the guidelines, but let them
18:29:05have some leadway [clears throat] in,
18:29:08for example, how much they can post your
18:29:10product, where they can post your
18:29:12product. They know their website better
18:29:14than you. You know your brand better
18:29:16than them. Together, you can compromise
18:29:19to come up with a winning formula. Be
18:29:21flexible with your budget, provided it
18:29:24generates sales and profits. So, in
18:29:27other words, you don't want to give away
18:29:29too much on the commission side. You
18:29:30want to keep it within a specific uh
18:29:33range so that way you're still gaining
18:29:36an advantage on each sale, meaning
18:29:38you're gaining profits. Provide
18:29:40promotional ideas and talking points and
18:29:43new affiliates to nurture them. In other
18:29:45words, hey, pass along some best
18:29:47practices. Pass along what the best
18:29:50performing affiliates have done to the
18:29:52new affiliates. If if it works for one,
18:29:54it may work for another. It may not. But
18:29:57hey, sharing is caring. Sharing is in
18:30:00informative. Sharing is knowledge.
18:30:03Sharing is important. So share some
18:30:05ideas with new affiliates to get them
18:30:08going as quickly as possible. And then
18:30:10enhance your promotions with product
18:30:12information that affiliates can create a
18:30:14buzz around. So, you know, listen, you
18:30:16can have recurring calls with affiliates
18:30:18[snorts]
18:30:19and you can get some ideas from these
18:30:21affiliates about promotions, but really
18:30:23what it does is it comes down to you to
18:30:25create a good promotion that you will
18:30:28incentivize the affiliates to really
18:30:30push forward. You know, it could be a
18:30:32buy one get one free, a nice percentage
18:30:34off. It really depends, but you got to
18:30:36you you're the one, you're the merchant,
18:30:39you're the brand owner. you need to push
18:30:42uh the affiliates and help the
18:30:44affiliates. So, give them ammunition to
18:30:47help sell your product. Chuck is just at
18:30:50this point ecstatic. John has given
18:30:52Chuck a lot of information. He's given
18:30:55them some networks to choose from. He's
18:30:58given him the steps he needs to set up
18:31:01the affiliate network. anything from
18:31:03setting up the guidelines to choosing
18:31:06the right affiliates to communicating
18:31:09with the affiliates, best tips and
18:31:11practices and methodologies. Chuck is
18:31:14really thankful to John for all the
18:31:16explanation. Chuck's going to go right
18:31:18away and look for that affiliate network
18:31:22so he can get moving with choosing the
18:31:25right affiliates to help sell his
18:31:27products. So Chuck is thankful for John.
18:31:29John's thankful for Chuck. and everybody
18:31:31lives happily ever after in the
18:31:34professional world of affiliate
18:31:36marketing.
18:31:37>> So analytics is basically you know uh to
18:31:41uh generate any analysis or you can say
18:31:45uh measuring your data measuring of your
18:31:48performance. So just take a very simple
18:31:50example when you are in you know uh in
18:31:53college you have a classes then you have
18:31:56your examination right then you got your
18:31:59result how much percentage you have
18:32:00achieved so the result which you have
18:32:02got it is the output I mean the report
18:32:06performance right same applies here if
18:32:10you talk about web analytics so in the
18:32:12digital marketing world it is the
18:32:14process of measuring analyzing and
18:32:17reporting your data. Why? So that you
18:32:20will understand better optimization for
18:32:24your website. What you have to do? Okay.
18:32:27It is basically helps in achieving
18:32:29online goals by providing insights into
18:32:33user interactions. Means if I say uh I
18:32:37have a data and uh out of those data I
18:32:41can see there are 100 people are coming
18:32:43and out of 100 people 20 people have
18:32:46done some action. I mean they have
18:32:47purchased things from from my website.
18:32:50Okay. So in this way through web
18:32:53analytics we can see how many customers
18:32:56are purchasing the product from my
18:32:59website. It means they have interacted.
18:33:02Okay. This helps us to organize the
18:33:05prediction means the future forecasting
18:33:07for our business. Right. It also assists
18:33:11in datadriven decisions and improves
18:33:14online performance of your business.
18:33:17Means when you have a bulk of data, you
18:33:20will see how the people are engaging
18:33:23with your website, right? They are
18:33:26coming to your homepage. Then they are
18:33:29going to the next page. They are filling
18:33:31the contact us form. So you will analyze
18:33:33that out of 100 people there are around
18:33:3651 people who have clicked on contact us
18:33:38form. And out of those people there are
18:33:41successfully 20 people have been
18:33:43converted. Right. So this is a general
18:33:45overview of web analytics. Okay.
18:33:52Now web analytics creating an account.
18:33:56So to analyze analytics you have to
18:34:00create an account. How you will create
18:34:02your account? Simply there are so many
18:34:04examples of web analytics like Google
18:34:06Analytics or you can say adob analytics
18:34:09where you have to create an account. The
18:34:11what are the elements involved in
18:34:14creating account process. So these are
18:34:16the following elements like set of views
18:34:18and filters. So you will see uh through
18:34:21analytics report that how many people
18:34:23have viewed your page based on that you
18:34:25can filter your customer like how many
18:34:28how many people are coming from paid
18:34:30searches, how many people are coming
18:34:32from from some specific location like
18:34:34us, right? So there you can set up views
18:34:37and filters. Then you have read basic
18:34:40reports. Read basic reports means the
18:34:42overview for the month of uh suppose
18:34:46August you are having thousand customers
18:34:49and uh 10%
18:34:52leads generated. So it is basically a
18:34:54report which you can see in web
18:34:56analytics. Okay. Then the next one is
18:34:59you're having setup dashboards. So there
18:35:03is always an option of you know setting
18:35:05a dashboard in your uh analytics account
18:35:09where you can see that I have to
18:35:12customize my report okay based on uh
18:35:15views or you can say based on uh
18:35:18location or audience or by age group
18:35:21right here where you can set up your
18:35:24dashboard then you can perform a
18:35:26fundamental analysis here the
18:35:29fundamental analysis means the data
18:35:32which you already existing on your
18:35:33website. Suppose you are doing marketing
18:35:35for any uh uh of your business and uh
18:35:40the very first month whatever data you
18:35:43have suppose right now you are getting
18:35:45only uh 500 people on your website. So
18:35:48based on that you will analyze your
18:35:50fundamental data. Okay. Then set goals.
18:35:54This is very important. Goals means what
18:35:56is the objective of your business?
18:36:00It can be your revenue based how much
18:36:03revenue has been generated from your
18:36:05website. If it is e-commerce or if it is
18:36:08you know uh any website which is having
18:36:10a contact us form filling on information
18:36:14where you can set up your goals that you
18:36:16want in e-commerce site you want uh
18:36:20$10,000 per month. Suppose this is your
18:36:22goal from your existing products right
18:36:25and in your uh web agencies or you can
18:36:29say uh contact us form you want 100
18:36:31leads per month right so this is a goal
18:36:34all these we can set in analytics
18:36:39okay then we have track campaigns and
18:36:43performance so once you have a analytics
18:36:46account you can track the performance of
18:36:49your campaign that yes from past month
18:36:52we have improved our 10% sale or we have
18:36:56improved our 20% visitors right so in
18:37:00this way you can check the performance
18:37:02of your campaign so I will show you in
18:37:06you know in the further uh slides with
18:37:09example that how we are checking Google
18:37:11Analytics and its data right so now next
18:37:17we have buying funnel
18:37:20okay So I am not using binding right
18:37:23now. I'm just using funnel suppose. So
18:37:25if we talk about funnel what does it
18:37:28mean? Any idea? Funnel basically means
18:37:31you can say the road map or the steps.
18:37:36Right? Steps. First step, second step or
18:37:39third step. Right? So let's go in a very
18:37:42basic way. Okay. Now funnel is actually
18:37:46a marketing concept that explains
18:37:49customer interactions before a purchase
18:37:53means it's not like that people will
18:37:56purchase directly. There are some steps,
18:37:58there are some funnel which we have you
18:38:01know decided or agencies installed on
18:38:05their analytics account acquisition,
18:38:09behavior and conversion right. So we
18:38:12will study each one of these funnel step
18:38:15by step in our next slide. So basically
18:38:18you know uh each of these stage
18:38:21represents represents a different level
18:38:23of engagement.
18:38:25So we will analyze that how the people
18:38:28are interacting with our website in
18:38:31terms of acquisition or behavior or
18:38:33conversion. Right? So let's move one by
18:38:37one. So if we talk about acquisition,
18:38:41it is basically to raise awareness and
18:38:45capture curiosity. Okay. So first sta
18:38:49stage is your
18:38:51acquisition in which you have to raise
18:38:55awareness about your services. Now how
18:38:59you create awareness basically by doing
18:39:02marketing activities means people will
18:39:05know about that yes this is the website
18:39:08which is dealing with these type of
18:39:10services right and in the acquisition
18:39:14you will see apart from you know
18:39:17awareness you will target your customer
18:39:20you will target your potential customer
18:39:22suppose I have a website who which is
18:39:26dealing with toys Okay. So for twice my
18:39:30target audience will be kids, child
18:39:33under 10 years. Okay. So these are my
18:39:36potential customer and how I can raise
18:39:39awareness. [clears throat]
18:39:40I will do marketing for my website which
18:39:43is which is having twice. I will do
18:39:45Facebook promotion. I will post ads. I
18:39:48will do SEO. Okay. Based on that people
18:39:51will get informed. people will get aware
18:39:54that yes this is the website which is
18:39:56dealing with
18:39:59twice. Okay. Next is your behavior. Now
18:40:04this is the second step. You can say
18:40:06behavior basically lets you know what
18:40:09type of engagement
18:40:12customers are involved. What type of
18:40:15engagement I mean it keeps active with
18:40:18the engagement with your product brand
18:40:20or company. Let's talk about very simple
18:40:23example. iPhone 17. Okay. iPhone 17 is
18:40:28there in your uh Flipkart. You are going
18:40:31to purchase. But before purchase you
18:40:35will see iPhone 17 is having three
18:40:38configuration. I'm looking for some no
18:40:40another configuration might be I'm
18:40:42looking for some black color or you know
18:40:44different color. It might be available
18:40:46on Amazon. Right? So Amazon and Flipkart
18:40:49they both are competitors for each
18:40:51other. So definitely when you know
18:40:54comparing these things how to purchase
18:40:56in a better way what are the extra
18:40:58configuration which I can get in the
18:41:00same price for the same iPhone right so
18:41:04basically you are doing nothing but
18:41:06simply doing the analysis of your
18:41:08competitor
18:41:09like comparing Samsung comparing
18:41:12comparing with other brands right so in
18:41:14this way
18:41:16we can analyze the behavior of a
18:41:19customer
18:41:20Okay. Now next we have conversion. So
18:41:25conversion basically [clears throat]
18:41:27when these two stages are crossed.
18:41:30Number one people are aware about your
18:41:32company or you know the uh product they
18:41:36have come they came to your website
18:41:38through some sources by clicking through
18:41:39Google ads or Facebook. Number two
18:41:42behavior. they have just you know
18:41:44compared with the competitor and just
18:41:45decided yes I will going to purchase I7
18:41:49with red color configuration
18:41:52uh 20 GB data something like this now
18:41:55already decided now the next and the
18:41:57final one is conversion conversion means
18:42:00customer basically going to the last
18:42:02step of your purchase they will click on
18:42:05that add to cart like in Amazon and
18:42:07Amazon and flip cardart you have they
18:42:09will go check out and they will
18:42:11successfully purchase PH. So basically
18:42:14in this way we can analyze what type of
18:42:17customer are going to our conversion
18:42:20phase. Okay. So I can see suppose I have
18:42:24iPhone website right. I can see that
18:42:26people basically from 15 years to 40
18:42:30years they are mostly those people which
18:42:33are interested in buying iPhone. Right?
18:42:36So these are my pet uh customer. based
18:42:40on that we I will optimize my optimize
18:42:44my website in such a way that I can get
18:42:46more customer in future. Okay.
18:42:52Now the next part
18:42:55web analytics and buying funnel. Of
18:42:58course
18:42:59already I have mentioned that in
18:43:02analytics you can easily create a funnel
18:43:04the steps right. Web analytics basically
18:43:07measure the different charact
18:43:09characteristics of three stages of
18:43:11buying a funnel. It provides insight
18:43:14into customer behavior, their you know
18:43:17uh preferences, how they are
18:43:19interacting, right? At what time they
18:43:22are coming to your website which makes
18:43:25them to purchase any particular product.
18:43:27Okay. Also, it uh can help you to
18:43:32analyze your data and makes datadriving
18:43:35decisions and improve your marketing
18:43:38strategies. Right? So here one example
18:43:41of Google merchandise store is given
18:43:44that uh merchandise store uses web
18:43:46analytics to analyze online advertise
18:43:49advertising campaigns, track sales data
18:43:52and optimize marketing efforts. So let
18:43:55let me show you. Suppose
18:43:59this is a
18:44:01merchandise store given by Google. You
18:44:04can see here right these are the
18:44:06products which are available here and
18:44:08based on that there are different
18:44:09product like collection stationary
18:44:11lifestyle
18:44:13uh men and women kits apparel right now
18:44:18suppose I can pick one example for you
18:44:20know um men or you can say here right
18:44:25these are the t-shirts or jackets I can
18:44:27see here right I now I want to analyze
18:44:30how many people are coming through these
18:44:32phases and I want to just track the
18:44:34data. So this is a general account of
18:44:37Google merchandise store. So if you go
18:44:39here, you will see under the homepage
18:44:42this type of data will appear.
18:44:45Let me show you.
18:44:49This type of data will appear active
18:44:50user events and I just want to you know
18:44:53target some specific amount of uh
18:44:56specific collections like t-shirts
18:44:59suppose. Okay. So I will come to this uh
18:45:04analytics account and
18:45:12I can see e-commerce purchases here.
18:45:15Let's select the date first. Suppose I
18:45:17want to see from past uh 3 months from
18:45:21June to
18:45:23August.
18:45:24Okay. [clears throat]
18:45:30Now you can see these are the products
18:45:33where in past three months we have
18:45:35achieved you know
18:45:4066 lakh something or you can $60,000
18:45:43revenue item revenue is showing here and
18:45:46uh suppose I want to just filter with
18:45:48t-shirt okay simply I will type t-shirt
18:45:51here so you will see
18:45:54these are the t-shirts Google
18:45:57Canyon Lands sweatshirts, Google
18:45:59sweatshirts, right? You can see here.
18:46:02So, I'm just sorting based on highest
18:46:04revenue in decreasing order. So, Google
18:46:07sweatshirt is having $9,439
18:46:10in past 3 months. And how many item have
18:46:13been purchased? 169. Okay. So, here we
18:46:17can analyze that these are the top
18:46:19products which people are actually
18:46:21purchasing. Right. Now if I want to see
18:46:25any specific customer like uh you know
18:46:29uh country I just want to filter by
18:46:31country guys it can be many country or
18:46:33single country or two countries you can
18:46:35see they are all coming from US because
18:46:37the target location is US only. Now if
18:46:40you can see what are the main cities
18:46:44which are coming in US. So you can come
18:46:47here
18:46:49and type city.
18:46:52Here you go. Colorado Springs, Chicago.
18:46:55Can you see here? Right. So in this way
18:46:58we can analyze from which particular
18:47:00city people are coming, what are the top
18:47:02products they are purchasing.
18:47:04Right? So this is a way which you can
18:47:08find in analytics. Now we can move move
18:47:12to the next part web analytics benefits.
18:47:16So what are the benefits? as discussed
18:47:19or mentioned already that you know uh it
18:47:22benefits publishers by refining audience
18:47:25targeting and increasing advertising
18:47:28relevance right so we can see we have
18:47:31just you know saw that people uh are
18:47:34purchasing Colorado type of t-shirts
18:47:37more right so in this way we can analyze
18:47:40our uh campaign right we can increase
18:47:43our advertising we can increase our
18:47:46marketing by
18:47:48providing or including more type of
18:47:51Colorado t-shirts. Similarly, refining
18:47:54the targeting audience. So, basically we
18:47:56can see the people are coming from US
18:47:58and from US the uh you can say Chicago
18:48:01suppose is the specific location where
18:48:03the only uh you have 40% or 50% people
18:48:07are coming right. So, this is a uh
18:48:11general way of measuring your customer.
18:48:15Now next benefit e-commerce business
18:48:18gain insight into customer shopping
18:48:20habits and optimize their selling
18:48:22strategies. So you will come to know
18:48:24that yes these are the people who are
18:48:27actually clicking on my website they are
18:48:29actually doing add to cardart. So it can
18:48:33it can tell you that yes the behavior of
18:48:36your customer for how much time they
18:48:39have been on your website how many times
18:48:42they have clicked on add to cart right
18:48:44how many times they have uh you know
18:48:46filled a contact us form the way they
18:48:49they just want to you know want to get
18:48:52more information from your website in
18:48:54order to become your customer okay
18:48:56definitely if I'm going to any online
18:48:59Amazon or ship flip card first of all I
18:49:01will see the configuration of any type
18:49:04of product which I'm purchasing. Suppose
18:49:06I'm purchasing iPhone. So definitely I
18:49:08will see the configuration of iPhone.
18:49:10Okay. So this is my behavior. I'm just
18:49:13engaged on Flipkart website. I'm just
18:49:15utilizing it. I am clicking on the
18:49:16colors red, blue, green, something like
18:49:18this. Right. So this is a behavior or
18:49:21you can say engagement.
18:49:24Then web analytics enabled tracking of
18:49:27marketing campaign performance and
18:49:30informed decision for your website
18:49:32design. And of course when you have all
18:49:34these data you will definitely can
18:49:36measure in an easier way in a you know
18:49:39uh streamlined way what are the next
18:49:42step that you have to do for your
18:49:43website so that you can increase your
18:49:46business. Okay.
18:49:51Excuse
18:49:55me.
18:49:57[clears throat]
18:49:58Now next we have web analytics tools. So
18:50:02basically these are the tools Google
18:50:04Analytics, Adobyics, web trend. So I
18:50:08will [clears throat] let you know about
18:50:09Google Analytics. The this is a basic
18:50:11tool. This is a free tool and you can do
18:50:14a lot of research from this tool. Okay?
18:50:18And in fact you can analyze all the data
18:50:21of your customer behavior and you know
18:50:24the ROI from this tool right. So
18:50:29again the benefits. So using web
18:50:32analytics tool we can track the report
18:50:34on page views right uh unique visitors
18:50:39bounce rates and time on the website.
18:50:43Page views means how many page how many
18:50:45times that a particular page has been
18:50:47viewed.
18:50:48Okay, let me show you.
18:50:56Suppose this is my landing page.
18:51:05You can see how many times the active
18:51:08users are coming here. Slash means
18:51:10homepage, right? So these are the uh we
18:51:14can see active users and the new users
18:51:16coming in Google Analytics. In this way
18:51:18you can analyze that how many times the
18:51:21customers are coming, how many new users
18:51:22are coming. Okay. Then unique visitors,
18:51:27how many unique visitors are coming?
18:51:30Bounce rate. A very simple example. Your
18:51:32check has been bounced on the bank.
18:51:35Check you have inserted it bounce back.
18:51:37Means when the people comes on your
18:51:39website and get back this is called
18:51:41bounce rate only one one page you will
18:51:44view you will be happen right suppose a
18:51:47very simple example
18:51:52this is my website
18:51:54suppose anyhow how I'm coming on this
18:51:57page simply I have closed it okay so
18:52:00this is called bounce rate leaving the
18:52:02page
18:52:04right so this is the third benefit where
18:52:07you can analyze the bounce rate of your
18:52:09website.
18:52:10Okay. Then you have time on site. How
18:52:14how much time the people have you know
18:52:16engaged there? How many how much time
18:52:18they have spent. Okay. So these are the
18:52:20benefits. Page views, unique visitors,
18:52:23bounce rates and time on site. Okay.
18:52:28Now Google Analytics and its benefits.
18:52:32So if someone asks you what is Google an
18:52:35analytics definitely you will say it is
18:52:37used for measuring and tracking data.
18:52:40But one very simple term you should keep
18:52:43in mind that Google Analytics is
18:52:46basically for traffic.
18:52:49Okay traffic number one traffic. Number
18:52:52two user behavior.
18:52:54Traffic means people how how many people
18:52:56are coming to your website. And user
18:52:58behavior means it helps you to analyze
18:53:01what type of customer are purchasing
18:53:04products from your website. Right?
18:53:08So it is a web analytics tool that helps
18:53:11to measure a website traffic
18:53:13performance. Okay? You can see the
18:53:16traffic. It is a free service available
18:53:18to any business or website owner. Okay.
18:53:23Now there are various organizations and
18:53:27agencies which are using Google
18:53:30Analytics. In fact today nowadays we are
18:53:33all using Google Analytics the big
18:53:34companies because it is something which
18:53:36is free first of all and easily you can
18:53:39uh calculate ROI and you know the
18:53:42performance of our website through
18:53:45Google Analytics. So now we have uh
18:53:48these uh insights for Google Analytics.
18:53:51the number of people visiting the
18:53:53website. This is the first how many time
18:53:55what are the number of people are coming
18:53:57to your website. So I I can see from
18:53:59here
18:54:02user acquisition.
18:54:04I want to see total user for past 3
18:54:06month of my website.
18:54:10So you can see total user
18:54:143 lakh 11,351.
18:54:17Okay. So this is the total user you have
18:54:21the mo pages most viewed by the people
18:54:25then you have time spent and the
18:54:26devices. So the next is page most
18:54:31viewed. If you want to see most page
18:54:34view, so you can go to landing page
18:54:42or you can go to page and screens also
18:54:46where the people are basically you know
18:54:48involved. Now here you have
18:54:51these are the views
18:54:5510 lakh 98,000 something we can see
18:54:58here. These are the views for past three
18:55:00month. Now the next step is how many
18:55:03page views and what are the maximum page
18:55:06views. So you can see here
18:55:083 lakh 12,000 is the highest page views.
18:55:11It is for your homepage means for this
18:55:14one.
18:55:18This one this is your homepage slash
18:55:20means homepage. Okay. Then the time is
18:55:23spent on your website. Then devices used
18:55:25to access the website. So you want to
18:55:27see the time here and you want to see
18:55:30the devices. So it will let you know
18:55:32about you know uh here uh for devices
18:55:36and other you have to just customize it
18:55:40right. So let's see
18:55:42if we have our devices here.
18:55:51These are the engagements.
18:56:01Okay. So you can do one thing if suppose
18:56:05if you're not able to find any uh uh
18:56:08metrics you want to you know check from
18:56:10there. So you will have one option of uh
18:56:14dimension here right
18:56:17for device. If you see device here, it
18:56:21will show you.
18:56:27Now it is showing tablet and 5G 11 5G.
18:56:30It is very you know uh quite uh complex.
18:56:35We can select device category mobile
18:56:38desktop that will be much more helpful.
18:56:41Now you can see here right desktop you
18:56:44have then tablet smart TV right? So in
18:56:48this way you can see the devices from
18:56:50here. Of course if you see most of the
18:56:54conversion is taking place from a mobile
18:56:56because everyone using a mobile then you
18:56:59have desktop. Okay. So in this way you
18:57:02can see your devices right. Next we have
18:57:08uh organizations can use Google
18:57:10Analytics to track the success of online
18:57:13marketing campaign. Very well said. Yes,
18:57:16you can measure the performance of your
18:57:18campaign and you can make well informed
18:57:21decisions about design and layout of the
18:57:24website. Why? Why it is saying? Suppose
18:57:27you have a bounce rate of you know any
18:57:30uh pages multiple multiple pages and
18:57:34through that you will see that how I can
18:57:36improve further this particular page so
18:57:39that my bounce rate get decreased. Okay.
18:57:43So suppose
18:57:46this is my website and this is a
18:57:49particular particular you know category
18:57:51or collection page this which is having
18:57:52a highest number of bounce rate means
18:57:55people are coming and going back it
18:57:57means something is missing here which I
18:58:01need to improve right I can see here I
18:58:04can see like
18:58:06products are not of good quality type or
18:58:09they are outdated products or content or
18:58:13the product is not relevant for our
18:58:15user. So in this way you can analyze and
18:58:19improve your design and website layout
18:58:22right and through Google Analytics uh
18:58:26agencies can uh uh decide what will be
18:58:30the next phase for you know of the
18:58:33business in upcoming 6 months. They will
18:58:36have a plan. They will decide from the
18:58:38existing data from Google Analytics that
18:58:40yes I will do this this promotion this
18:58:42type of discount I will give right. So
18:58:44it is based on how you are tackling
18:58:46this.
18:58:48Next we have Google Analytics
18:58:49advantages. So it tracks online traffic
18:58:53right what the traffic means the people
18:58:56how many people are coming. Then you
18:58:58have understand user behavior means what
18:59:01type of uh uh products they are looking
18:59:05for how much time they are getting
18:59:06engaged right then you can track offline
18:59:10to online behavior okay most of the
18:59:13people are basically using online right
18:59:15and provides data report so data report
18:59:18basically containing all the information
18:59:20about your customer about your product
18:59:23purchased about your you know bounce
18:59:26rate landing landing page each and
18:59:28everything it will be provided in data
18:59:31reports then you can improve online
18:59:34advertising. So if you talk about online
18:59:36advertising
18:59:38basically means your advertisement it
18:59:42can be from Google ads
18:59:45it can be from Facebook ads it can be
18:59:47from Instagram ads any type of
18:59:49advertising where you have to spend
18:59:51money for search engines and other
18:59:53platforms to show show your result on
18:59:55the top then you can improve search
18:59:59engine optimization it's basically you
19:00:01know uh SEO in short form we can we say
19:00:06uh the people which are coming from
19:00:07Google organic when someone asks you
19:00:10about SEO it means Google organic
19:00:12result. Okay. So in this way you can uh
19:00:17analyze your and improve your SEO part
19:00:20also. Then you have track conversion. Of
19:00:23course we can track conversion right?
19:00:26what are the different sources which
19:00:27people are coming and we can track how
19:00:29many people have purchased from a
19:00:30particular uh channel or particular
19:00:34country right then segments website
19:00:37visitor segment website vistor means you
19:00:40can just categorized how many people are
19:00:43coming from organic from paid from
19:00:45referral right so in this way you can
19:00:50have the data of Google analytics so let
19:00:52me show you overview of Google analytics
19:00:55So if I'm closing this I'm going to
19:00:57track the acquisition. So I can see
19:01:00there are few channels direct, organic,
19:01:03paid, unassigned, refresh. So these are
19:01:05the channels which is tracked in Google
19:01:08Analytics. Okay.
19:01:12Okay. So here we have just studied about
19:01:15you know about analytics basically
19:01:18measuring, analyzing and reporting data
19:01:20and one example of Google Analytics.
19:01:24Right? So KPIs and metrics are quite
19:01:26important because whenever you uh
19:01:30measure any business it is important to
19:01:32have some KPI right. So these are
19:01:35quantifiable metrics used to analyze the
19:01:38success of project or business. If I say
19:01:43success and also the drawbacks of your
19:01:47project or you can say uh what are the
19:01:51important things where
19:01:55I have not able to achieve my KPI right
19:01:58so every time 100% is not fulfilled
19:02:02right if you have suppose you have
19:02:04achieved 70% out of 100 so you can focus
19:02:08on your 30% also right that's why it is
19:02:11saying is a quantifiable matrix right
19:02:14matrix means justifiable justified right
19:02:17the quantity the matrix the term the
19:02:20number okay this is called KPI okay so
19:02:24through KPI you can analyze the success
19:02:26of your project the business right
19:02:30now we have different type of KPIs
19:02:33so number one [clears throat]
19:02:35quantitative indicators
19:02:37so quantitative indicators basically the
19:02:41data you have in terms of some you know
19:02:44finance data or you can say some ratios
19:02:47or banking information right in a
19:02:49quantitative way right or in some of p
19:02:52in some percentages so it represent data
19:02:55in numbers right that is called
19:02:57quantitative indicators then you have
19:03:00qualitative indicators so qualitative
19:03:03indicators it represent textual form of
19:03:05data it is quite important qualitative
19:03:08means people will fill surveys and form
19:03:11right the quality of feedback you are
19:03:13getting or you can say the questions
19:03:16which you are facing the issues which
19:03:19you are facing from your customer side
19:03:21that they are not able to click on add
19:03:22to part they're not able to purchase the
19:03:24loading time is too high or ATM
19:03:28UPI is not accepting suppose credit card
19:03:30is not accepting right so this comes
19:03:33under your qual qualitative indicators
19:03:37next you have lagging indicators Yes, it
19:03:40is basically used to compare the data
19:03:43with the past one. So suppose today is
19:03:4813th of September. Okay. And I have
19:03:52benchmarked the data that I'm getting
19:03:55these amount of traffic, these amount of
19:03:57sale after 1 month 13th of October.
19:04:00Okay. I will check and measure how much
19:04:03I have improved or you know declined my
19:04:06business is declined. Suppose I have
19:04:07improved by 10% on 13th of October I got
19:04:10improvement in 20% sale right so this is
19:04:14comes under your lagging indicator in
19:04:17fact what are the drawbacks which you
19:04:18have you want to improve
19:04:21then you have leading indicators okay
19:04:24leading indicators basically for
19:04:26forecasting
19:04:27how you do forecast uh you can see like
19:04:30uh in suppose I'm taking very general
19:04:33example
19:04:35uh in 2023
19:04:39I'm getting a sale of 1 lakh. Okay. In
19:04:432024 I'm getting a I was getting a sale
19:04:47of uh 1 lakh 20,000
19:04:50right
19:04:52and in that I can predict that yes 20%
19:04:55improvement is there but not like 20%
19:04:58only it can be improve also it can be
19:05:02decline also right so I can see in the
19:05:05month of October especially people are
19:05:07purchasing more why because it is a
19:05:10season so what you will
19:05:12you will just improve your marketing
19:05:15campaign in the month of uh October
19:05:18because it is quite uh engaged for your
19:05:21customer. You will you will uh announce
19:05:24some offer you will uh allow some
19:05:27discount like just take a very simple
19:05:29example Flipkart Amazon is having
19:05:32billion days because Diwali is coming
19:05:34right. So this is what they know that
19:05:37people will come and purchase the thing
19:05:39right. So this is called future uh
19:05:41prediction which comes under your
19:05:44leading indicators. Now next we have
19:05:47type of KPI the same thing input
19:05:49indicators means uh what are the
19:05:52resources which is available right or
19:05:56what you need another resources. Suppose
19:05:58there are three people and you want one
19:06:01or two more people to just do the
19:06:03marketing task, right? So you have to
19:06:06see the available resources. How much uh
19:06:08available resources you have. Then you
19:06:11have output indicators, right? It
19:06:13basically
19:06:15provides you the final result. In other
19:06:18words, I can say the sale. What is the
19:06:20final sale? This is your output
19:06:22indicators. Or in other words, I can
19:06:24also say like uh failure or success of a
19:06:27business right for example my revenue
19:06:30has you know grown by 25%.
19:06:34From past month
19:06:36it means it is improved. If I say
19:06:39declined by 25% means it is a failure of
19:06:42a business because the revenue or the
19:06:44sale has been declined. Next we have
19:06:47process indicators. So process
19:06:49indicators basically you have uh how uh
19:06:53in a more effective way you can
19:06:55communicate with your business. How you
19:06:58make your project or you can say the
19:06:59marketing activity uh more streamlined
19:07:03from between input and output right the
19:07:06process the uh let's take a very simple
19:07:09example. If you are having any uh food
19:07:13right you are eating a food it's it's
19:07:16having a quite good taste.
19:07:18But taste is because of the ingredients
19:07:21right. So ingredient is important. You
19:07:24have the hotel has you know provided
19:07:27while making a food they have put some
19:07:29good ingredients that's why the taste is
19:07:32quite perfect. So in the same way
19:07:34process indicators defines about your
19:07:37process effectiveness like then
19:07:40directional indicators it is basically
19:07:43uh the performance of your organization
19:07:46and in which direction you are moving
19:07:48means you can also see what my
19:07:51competitors are doing right so you have
19:07:54to stand in a market by analyzing your
19:07:56competitor without compettor no
19:07:58marketing activities can be done okay so
19:08:01in this way we have our directional
19:08:04indicators. So now we have practical
19:08:06indicators
19:08:08in which
19:08:11challenge the existing process right. So
19:08:15it's not 100% true that whatever the
19:08:19process you have it is accurate you have
19:08:23to refine it right based on past data
19:08:26based on your customer feedback. Okay
19:08:29based on the observation right so it
19:08:31comes under your practical indicators.
19:08:33Then another KPI is actionable
19:08:35indicators means the ability of an
19:08:38organization.
19:08:40They want to
19:08:42organization want to grow their business
19:08:44in different areas. Right? Suppose or
19:08:47they want to implement some operational
19:08:51c cultural change in order to expand
19:08:53their market. Right? So it comes under
19:08:55your actionable indicators. Then
19:08:58financial indicators is basically you
19:09:00know uh achieving and you maintaining
19:09:02maintaining your economic
19:09:04sustainability.
19:09:08[clears throat]
19:09:08Some example of KPIs are here like uh uh
19:09:12employee turnover rate, customer
19:09:14retention rate, right? Customer lifetime
19:09:17value means uh any loyal customer who is
19:09:20purchasing the product, lead conversion,
19:09:24cost per lead. This is uh this comes
19:09:26under your uh ad campaign ROA return on
19:09:30assets then cost per acquisition right.
19:09:32So these are some basic example you have
19:09:34for your KPI right so overall if I see
19:09:39so KPI is basically the output the
19:09:43result success of your business now they
19:09:46can be measured in different way for
19:09:48each marketing segments. Okay.
19:09:53Now we have metrics.
19:09:56So
19:09:58uh metrics are basically the numbers you
19:10:00can say right. These are quantitative
19:10:02measures that uh assess the
19:10:05effectiveness of a business function
19:10:09specific business function. Right? So
19:10:12each business has a particular metrics.
19:10:14Right? So suppose a sales team is you
19:10:17know want to expand uh their business or
19:10:20you can say follow some expansion
19:10:23uh revenue while finance and marketing
19:10:25team track customer acquisition costs
19:10:27and campaign performance. So how it will
19:10:29be you know how it will be processed. So
19:10:31we can see here matrix can be broadly
19:10:33class classified into viewership.
19:10:36Viewership means the interaction right
19:10:39early state interaction right. So it can
19:10:43be also mentioned as an impression right
19:10:47your ad is coming on the Google search
19:10:49but people are not clicking it but
19:10:52impression is coming it can be you know
19:10:55classified as viewership. Next we have
19:10:58engagement
19:10:59right engagement measure the time
19:11:04how much time any particular user is
19:11:07spend is spending on your website right
19:11:09suppose he's coming on page one then
19:11:11page two and and on page two he is
19:11:16spending few times by selecting the
19:11:17product so this is called engagement why
19:11:19because he got interested in your
19:11:21product right then lead based right lead
19:11:25based is the next part where you can see
19:11:27the interest.
19:11:29When the customer is having interest
19:11:32then definitely they will purchase it.
19:11:34But why they are having interest?
19:11:36Because whatever they want you have
19:11:38provided on your web page, right? The
19:11:41same product is available because of
19:11:43that marketing effort which you have
19:11:44done. Okay. Then you have sales data.
19:11:48Okay. sales data whatever the sales or
19:11:51the you know revenue which you have
19:11:52generated and you can just evaluate a
19:11:56sale performance over time right for
19:11:582022 23 24 something like this
19:12:03then you have business okay so business
19:12:06is basically a quantifiable matrix it
19:12:10can
19:12:12calculate overall of your improvement or
19:12:15you can say the success of your business
19:12:17right then goal goal how goal will be
19:12:21measured. So basically goal is something
19:12:23like uh my goal is to get 10,000
19:12:26subscriber from my website or uh one
19:12:29lakh revenue in next two month right so
19:12:31this is a goal or you can say I just
19:12:35want uh the inquiry form have been
19:12:37submitted around you know 100 people per
19:12:40month at least so there are different
19:12:42goals based on different type of
19:12:43scenarios
19:12:44then you have vanity right vanity means
19:12:48the data is good but no action has been
19:12:52performed by the customer. There can be
19:12:55multiple reason that your ad or your
19:12:58campaign or your marketing effort is not
19:13:01uh providing in a specific areas or you
19:13:03not or you can say not providing in the
19:13:06targeted range. Suppose
19:13:10you have a business of toys I was
19:13:13saying. So toys will be only purchased
19:13:16by uh purchased by those customer which
19:13:19are having kids right. So in this way
19:13:22your target audience will be the kids or
19:13:26the age group of children right but if
19:13:28you if it is appearing for old age
19:13:32person they are not interested right so
19:13:34vanity the same thing is happening here
19:13:37the view is okay 100 people are can see
19:13:41your ad but they are not clicking
19:13:43because it is not relevant to them okay
19:13:47then you have process development
19:13:49metrics right So basically to track the
19:13:53performance of your business, what type
19:13:55of process you have generated for your
19:13:57business, how many how much team you
19:13:59have you know involved uh what are the
19:14:02uh efforts of uh marketing persons
19:14:06right? So this is called a process
19:14:07development. You can divide into your
19:14:09categories and project management.
19:14:11Right? So it is a big thing project
19:14:13management basically to track the
19:14:15performance of your project in terms of
19:14:17you know different zones from uh USA how
19:14:21much you have achieved suppose I'm
19:14:23talking about the location from India
19:14:25how much uh uh business you have
19:14:26achieved from China how much business
19:14:29you have achieved so you have to manage
19:14:30all the departments departments for you
19:14:33know these type of metrics then of
19:14:36course the product performance so if you
19:14:38are having a sale of your product and
19:14:42people are purchasing
19:14:45after one month by using they will give
19:14:47you feedback how the things are going.
19:14:49Suppose if it's a good feedback they
19:14:51will come again right they will purchase
19:14:54from your website right so it basically
19:14:56depends on how your product is being
19:14:58performed
19:15:00next we have uh KPIs versus metrics so
19:15:04KPIs are the metrics with a specific
19:15:06timeline means
19:15:10I want to increase my sale in next two
19:15:12month right
19:15:14for my for [snorts] my e-commerce
19:15:16website so it is a KPI for me but when
19:15:19talks about metrics it will come under
19:15:21the measurement means I of course I want
19:15:24to increase my business in next two
19:15:25month but for what for t-shirt suppose I
19:15:28want 100% sale or 70% sale or you can
19:15:32say uh $5,000 at least 70% of revenue
19:15:37from t-shirt so it is basically unit of
19:15:39measurement where where comes it comes
19:15:42under your metrics
19:15:44then you have KPIs are action oriented
19:15:48right what are the action you're going
19:15:50to perform. Suppose you want to promote
19:15:51your business, you can launch
19:15:53advertising campaign, you can do SEO.
19:15:56These are the action and drive
19:15:58measurement means how much revenue, how
19:16:00much traffic you have generated from
19:16:02those channels, from organic, from paid,
19:16:04right? Which you have lost, right?
19:16:07Then you have track progress toward key
19:16:10business goals. Of course, you want to
19:16:12see what what type of progress I'm
19:16:15getting in my business, right? are I'm
19:16:18getting the actual people or not right
19:16:21similarly in matrix it measure the
19:16:24performance of a specific business
19:16:26process I want to get more sale of
19:16:29t-shirt so t-shirt will be most
19:16:32purchased by the young people because it
19:16:35is for young people of 18 to 40 years of
19:16:38age or you can say 50 years of age so
19:16:40matrix will come under that zone okay
19:16:44then KPI helps you to decide strategic
19:16:46decision decision making but metrics it
19:16:50provide a context to business activities
19:16:52right then KPIs is relevant to your all
19:16:56department you want to increase the
19:16:58business of your overall website of
19:17:00course but in that website I just want a
19:17:03special category to get business which
19:17:06is your t-shirt right it it comes under
19:17:09your metrics right
19:17:13then you have high level perspective in
19:17:15KPIs
19:17:16And in matrix you have low level because
19:17:19you have just selected a specific area
19:17:22or specific zone of t-shirt. Right? So
19:17:25let me show you
19:17:27how it is going. Now
19:17:31I will talk about the same thing. These
19:17:34are your
19:17:37total sessions suppose right 3 lakh
19:17:4057,000. But what are the metrics here?
19:17:43unassigned is having 16,000 refle 8,000
19:17:46right if I want to see in a more
19:17:49detailed way suppose
19:17:57I want to see the overall overall
19:17:59revenue of my business for past 3 months
19:18:02so it is 1 lakh 85 uh sorry it is having
19:18:0660 lakh something right but in matrix I
19:18:10want to see t-shirts only I will type
19:18:12t-shirts
19:18:17second I guess it's
19:18:20yeah in t-shirt I have 24,000
19:18:24right
19:18:27so in this way this is a matrix for
19:18:30particular uh category okay
19:18:34we have a sale growth KPI versus matrix
19:18:37right so you can see this type of
19:18:39dashboard which I was showing to you
19:18:42like Let me increase it for you. Uh
19:18:46current period I'm having a sale of 1
19:18:48lakh 40 uh one lakh
19:18:5247,000
19:18:53and in previous period I was having 1
19:18:56lakh 80,000 right? So these are the KPI
19:19:00this basically the comparison right but
19:19:03I want to see the specific one so I can
19:19:05see the conversion ratio I mean in terms
19:19:08of 1 lakh 47,000 what are the products
19:19:11we have or what are the customers
19:19:13suppose Daniel is having uh purchased
19:19:16three times or the t-shirt has been sold
19:19:1950 times something like this in the form
19:19:21of metrics which which we were telling
19:19:23you now next we have customer experience
19:19:26KPI versus metric
19:19:28Okay. So, customer retention is very
19:19:31important, right? How you can retain
19:19:35your customer? If you are providing a
19:19:38good service, right? If you're providing
19:19:41a good product,
19:19:43definitely they will come back again,
19:19:45right? So, by tracking this you can
19:19:49retain your customer by you know 10% in
19:19:51an year.
19:19:53So in your uh retain KPI customer
19:19:56retention will be there but in metrics
19:19:59you will see from those customer there
19:20:02are 50 people who are doing some uh
19:20:05three time purchases per year it can be
19:20:08a returning customer also right so in
19:20:10this way you can increase your
19:20:1410% revenue so let me show you one basic
19:20:17report also
19:20:20a very very basic report for
19:20:23Suppose
19:20:25this is my website. I'm just taking one
19:20:27example for you guys.
19:20:31This is canvas by number. This is
19:20:32website which is dealing with the
19:20:34painting. Right? Uh kids painting, adult
19:20:37painting or you can say diamond
19:20:38painting, scenery, something like this.
19:20:41Right? So this is a website which is
19:20:42dealing with the painting. Now these are
19:20:45some dashboard which we have created for
19:20:47you know August versus July for you know
19:20:49any particular channel. So I can see
19:20:51total users are improved here. AI
19:20:54traffic is also coming and from AI I can
19:20:57see the metrics here. You can see chat
19:20:59GP is having 314
19:21:01uh traffic right and here you can see
19:21:05new users were having 13,000 in the
19:21:07month of July and in the August month
19:21:10you are having 18,000 something right?
19:21:12So in this way we can analyze how the
19:21:15things are moving. Okay. And you can see
19:21:18the uh sources of organic channel of
19:21:21course Google is having the highest one
19:21:2390 90.6% then you have Bing then Yahoo
19:21:27right. So in terms of country you have
19:21:30United States and Canada. So in this way
19:21:32we can see how the uh measurement has
19:21:36been done for uh our business in terms
19:21:39of KPI and metrics. So session total
19:21:42user these are the KPI and the numbers
19:21:44are the metrics. Okay. Similarly, if you
19:21:47will go further, you will find uh
19:21:53another data for content. Now, you can
19:21:56see here that uh 93,000 views has been
19:22:01done for the month of August. So, you
19:22:03can see uh 2,7,000. Suddenly, it is
19:22:06increased. It is increased 6,000 means
19:22:09something has been done here. And based
19:22:11on page wise, these are the metrics.
19:22:149,000 for homepage. Then you have uh all
19:22:18pin by number. It's for your uh in
19:22:21internal page. It's having 6,000
19:22:22something. Okay. So this is a very
19:22:25general example of you know uh metrics
19:22:29and KPI.
19:22:35Now moving to the next part
19:22:39measuring KPI and metrics. Okay. So
19:22:44[clears throat]
19:22:46what are the procedures? So determine
19:22:48how the success is defined. Okay. So it
19:22:52means you have to just see with your
19:22:55staff how you can just you know define
19:22:58the uh success of your business. So we
19:23:01have a team of four members. We are all
19:23:04agreed that in next two months we will
19:23:06work on this department on this zone on
19:23:08these things. Everyone should be agreed
19:23:11right? So it determine how the success
19:23:13is being measured. Right? We have to be
19:23:15you know uh KPIs require the team to
19:23:18agree on the performance. Next use and
19:23:22accessible and transparent system.
19:23:25Okay. So basically transparent system
19:23:28means whatever the KPI is given to each
19:23:30member they should have to utilize those
19:23:33things and it should be transparent
19:23:35means a common sheet will be there where
19:23:37they will update all data. Right?
19:23:40Suppose there is a candidate A,
19:23:41candidate B and C and D. Candidate A is
19:23:44having a candidate A type of data in the
19:23:47first step. In the second tab, candidate
19:23:48B. So they all can see their data where
19:23:51they are progressing. They can
19:23:52coordinate with each other. Okay? So
19:23:55this is what your next step is.
19:23:58Share the updates with a team or
19:23:59stakeholders. Right? Suppose uh if you
19:24:04have a team and you can see we can
19:24:06improve this in different uh uh scenario
19:24:09definitely you can contact with your
19:24:11team that yes you you are doing Facebook
19:24:13ads so let's utilize this one also
19:24:14because I am utilizing this in my uh
19:24:17project or you can say in my KPI okay
19:24:20then report KPIs to the team of course
19:24:25you can report KPIs to your team and you
19:24:28can just see the uh how the performance
19:24:31is going and you can just measure it how
19:24:34uh the next step how to take place right
19:24:37then you have track try to improve the
19:24:40performance on the result on the uh
19:24:42latest KPI so basically
19:24:46whatever [clears throat] the result
19:24:46which you have achieved okay how much
19:24:49percentage you have achieved suppose
19:24:5110%. Definitely in the next month you
19:24:53want more 15% 20%. So based on that
19:24:57improvement you can see that yes from
19:24:59this particular page from this uh you
19:25:01can see channel or advertise
19:25:04advertisement people are coming right
19:25:06because it is trending and customers are
19:25:08likely it move okay so in this way you
19:25:11can measure the KPI
19:25:16then you have
19:25:19techniques to measure business metrics
19:25:21right so first of all you have to
19:25:25prioritize objectives right and it is
19:25:28very important when you have a defined
19:25:31objective what you're going to do next
19:25:35is your rewrite objectives okay so
19:25:37basically you have to rewrite your
19:25:40objective because smart objective ensure
19:25:42that correct business metrics are being
19:25:44measured nothing nothing nothing is
19:25:47being missed here that's why you are
19:25:48going to rewrite your objective
19:25:50benchmark business metrics you have to
19:25:53benchmark your current business metrics
19:25:56suppose you are getting one lakh sale
19:25:58and in the month of October you want two
19:26:01lakh sales so this is the benchmark from
19:26:04here to here okay so these between these
19:26:08phase you have to perform your action
19:26:10with your team then use action learning
19:26:14indicators right of course
19:26:19we can use action learning indicators to
19:26:22reason the change in matrix and drive
19:26:24KPIs. Of course, you can change your
19:26:27metrics also in between that. Yes, we
19:26:31are already having a good amount of user
19:26:33here, but these pages are not having a
19:26:35good amount of user. So, I will focus on
19:26:37these low pages, right? And keep
19:26:41measurement plan and measurement plan is
19:26:45very important because
19:26:47you can track each and every aspect of
19:26:50your business day wise, month wise,
19:26:53right? uh audience-wise that it makes
19:26:56you uh to understand very parallel with
19:26:59your competitor also. Okay.
19:27:04Now we have KPI tracking software and
19:27:07tools. So let's move to the next part.
19:27:10[clears throat] Again Google Analytics
19:27:11is coming. It is one of the best and
19:27:13most important tool. It provides
19:27:15valuable insights to you know website
19:27:17performance in terms of traffic, data,
19:27:19revenue, audience, leads, forms, each
19:27:22and everything.
19:27:23the time. Okay.
19:27:26[laughter]
19:27:27Then Salesforce, it is also one tool uh
19:27:31a very popular you know for KPI tracking
19:27:33which where you can create personal
19:27:35dashboard for every single employee. You
19:27:37must be knowing about you have heard
19:27:39about Salesforce right and the business
19:27:42uh where you can uh measure the uh
19:27:44impact of your business also. Okay. Then
19:27:47some other tools like we have scor right
19:27:51it it enables to uh see how your
19:27:55business coming on a single dashboard
19:27:57right there are various tool okay but
19:28:00you have to analyze any one of the best
19:28:03tool right so you will see different
19:28:06type of tools they might have some
19:28:08variation of you know one to two%.
19:28:11Right. Everyone, every tool has their
19:28:13own algorithm to track the and receive
19:28:15the data. Then you have data pine. Uh it
19:28:19provides the interactive dashboard.
19:28:21Right? Advanced analytics to discover
19:28:23relationship and identifying trends.
19:28:25Here the trend means the forecasting
19:28:29current and it will be shown by the
19:28:31report. But the forecasting is also
19:28:33there where you can analyze and make the
19:28:36plan. Okay. in data pine. Then you have
19:28:41inetoft.
19:28:44It includes again the dashboard and v uh
19:28:46visualization annotation. So let me show
19:28:49you annotation is also available in the
19:28:51Google analytics.
19:28:58Okay. So I can see here
19:29:02I think this the option is not coming
19:29:03right now because in annotation you can
19:29:06benchmark from 6th of July you are
19:29:07having 15 and based on that you can see
19:29:11when when when you come on Google
19:29:14analytics you will see yes on the 6th of
19:29:16July I have provided annotation that
19:29:20website was changed or we have launched
19:29:23some products right so it will be a
19:29:25reminder it will be type of it will be
19:29:27the type of reminder case.
19:29:31Then you have Tableau. Tableau, it
19:29:34offers secure access to analytics to
19:29:36stakeholders and it automatically
19:29:38refreshes data from Google Analytics and
19:29:41other web apps.
19:29:44Then simple API it offer
19:29:47tailor dashboard and reporting uh
19:29:49according to your brand or you can say
19:29:52the uh website which you have. Smart
19:29:56sheet. It provides a visual status of
19:29:59projects, summary reports, goals,
19:30:02deadlines, right? In terms of days, in
19:30:05terms of, you know, month.
19:30:08Then you have target dashboard. It
19:30:10modifies, reshares and summarizes data
19:30:12for easy reporting. See every type of
19:30:16reporting it is saying to customize it
19:30:18and to make the things very clear for
19:30:20you. Right? Similarly, we have I
19:30:23dashboard. It offers realtime email and
19:30:25text alerts to stay informed about the
19:30:27performance.
19:30:29Then handy KPI, it focus on mobile data
19:30:32visual visualization and control
19:30:34business KPIs in a mobile app.
19:30:39Then we have a clipfolio, a cloud app.
19:30:43Right now metric tracking tools and
19:30:46software
19:30:48stat counter. So here we will do one uh
19:30:51very simple inside of stat counter.
19:30:55Okay.
19:30:58So suppose I have uh I have just logged
19:31:03into stat counter. Okay. And u
19:31:08I have any website suppose you can say
19:31:12I'm just taking one example for you
19:31:14guys.
19:31:16Suppose this is a simply learn blog
19:31:18which I have just created for you or you
19:31:22can say it's my web page website right I
19:31:25just want to analyze stat counter for
19:31:27this one so I will here
19:31:32let me just log
19:31:36just basic
19:31:39so this is my website URL and uh
19:31:43business is suppose simply learn Okay,
19:31:48I have add a project.
19:31:53Now they are asking to insert a code,
19:31:57right? So there are two ways. I mean you
19:32:00can just get the help from the developer
19:32:03to install the code or you can do on
19:32:05your own. Right? So let's let's uh try
19:32:09to install this. I'm going to trying it.
19:32:14Step one, I have just copied it. Then
19:32:16step two,
19:32:19blogger. Then layout. This is my
19:32:22blogger. I'm going to lay out.
19:32:25Then step four, add a gadget.
19:32:31Add a gadget. Okay. Then step five,
19:32:39uh,
19:32:40scroll click on HTML JavaScript. Okay.
19:32:44So we have an option of HTML JavaScript.
19:32:47Then you can enter stat counter in the
19:32:50title box. Stat counter.
19:32:56Then content we have and paste the code
19:33:00in the content box. So I have already
19:33:03copied the code and I'm just pasting
19:33:05here. Right. And save it.
19:33:10Next what we have
19:33:16again I have to save it at the bottom
19:33:18right. So at the bottom right you can
19:33:20see here I'm saving it.
19:33:23Next we have theme. I have to go to
19:33:26theme.
19:33:30Next we have step 11 customize.
19:33:34And under customize we have edit HTML.
19:33:37Customize then edit HTML.
19:33:41Okay. Now
19:33:45search for stat counter. So let me just
19:33:48search here
19:33:59stat
19:34:03counter.
19:34:05it means it is not installed yet. So uh
19:34:10we need to take the help of a developer
19:34:12because it is something related to
19:34:13coding part and if you are expert in
19:34:15coding then definitely you can go here
19:34:17because the steps are very simple
19:34:22stat counter
19:34:25no it's not showing yeah so let let's
19:34:27get back to that again u
19:34:32layout you are having layout then you
19:34:35are having this uh stat counter.
19:34:42Let me go to again here for you
19:34:46layout. Then we have STM JavaScript
19:34:51stat counter in capital letters or what?
19:34:55Yeah. So I'm just using this term
19:34:57counter.
19:34:59Then I say
19:35:03rich text. We have we already installed
19:35:06a rich text here
19:35:08right
19:35:12and I have saved it
19:35:15going to theme
19:35:17then edit HTML
19:35:21let's see if it is coming or
19:35:31>> [snorts]
19:35:36>> Yeah, here you go. Right. So, what was
19:35:39the issue? I have typed counter with a
19:35:41small C. It is it was saying capital C.
19:35:44Okay. This was the issue which we were
19:35:45facing. Okay. So, now let's see what is
19:35:49the next step here.
19:35:52Uh yeah addit HTML stat counter then uh
19:35:56add mobile is equal to yes before static
19:35:59uh before stat counter okay so image is
19:36:03here so let's see if we can
19:36:11mobile is equal to yes okay so I'm just
19:36:13using the same way mobile is equal to
19:36:15yes then
19:36:18one here
19:36:20okay then I have to save it.
19:36:24Yes, we can save it
19:36:27now. Mobile settings.
19:36:34I have to go back here and mobile
19:36:37settings. Under mobile settings what we
19:36:40have uh mobile desktop and custom
19:36:48custom I have selected
19:36:51and then it's asking for save okay I
19:36:54have saved it now let's see if it is
19:36:57installed or not
19:37:02verify installation
19:37:07here you go Right. Cong congratulations.
19:37:10Stat counter has been successfully
19:37:11installed. Okay. So it's not very
19:37:14difficult. It's you have to install one
19:37:16time. It's it's a paid and free tool
19:37:19also. So I have used uh free one. So you
19:37:22can see simply learn is coming here.
19:37:24Today 00 no page use stat since we have
19:37:27recently installed. So right now no data
19:37:30is coming. Okay. So in this way you can
19:37:32utilize and uh create a code and install
19:37:36for stat counter for your website. Now
19:37:39you have crazy act. So it is basically a
19:37:42heat map to tool to record a website
19:37:45activities. Crazy basically it shows you
19:37:48the color means the people clicked on
19:37:50that specific area. It will come in the
19:37:53form of clicks. Right?
19:37:56Then we have Twitter analytics.
19:38:00uh everyone is using Twitter so you can
19:38:02uh you can check the Twitter analytics
19:38:04also from premium version then Facebook
19:38:07page insights you have so for Facebook
19:38:10let's see uh
19:38:13we have suppose one example here
19:38:19suppose this is uh Facebook I'm taking
19:38:22very general example
19:38:24okay and this is a my business page okay
19:38:29And I can see the insights here.
19:38:33Here you go.
19:38:36These are the metrics. Can you see how
19:38:38many views from past 28 it is declined
19:38:40by 30.9%. Right? By content type, you
19:38:44can see text and the link. The top
19:38:47content you have based on views. So if
19:38:49you want to uh see in more, you can just
19:38:53click see all. You will see
19:38:56these are the top views. Four views for
19:38:59this particular content and four views
19:39:01for location pages two reaches. So in
19:39:04this way you can check your analyze your
19:39:06Facebook data also. Okay.
19:39:10Then we have web trends. It evaluates
19:39:13the performance of applications and
19:39:14content.
19:39:16Google alert is quite uh uh common
19:39:21right. So if I take Google alert suppose
19:39:26you get SMS and you know other things
19:39:28from Google alert. So
19:39:32suppose I'm talking about digital
19:39:34marketing. Okay.
19:39:37Now you can just put your email id you
19:39:39will get notification and alert in the
19:39:41form of SMS. See when I have t digital
19:39:45marketing it is showing some data news
19:39:47right? Can you see here?
19:39:53You can see the news about digital
19:39:54marketing here, right? It's Friday,
19:39:57September 12th. Latest news means for
19:40:00yesterday. So, it will let you know let
19:40:02you know about the latest web trends,
19:40:04latest uh web result. Okay.
19:40:09Then you have YouTube analytics.
19:40:15So uh if you if you want to see YouTube
19:40:18analytics, so suppose you have a YouTube
19:40:21account, okay? And uh
19:40:32suppose I'm just opening YouTube
19:40:36account
19:40:40and uh
19:40:44I have suppose uh view your channel. I'm
19:40:48just taking a very basic overview,
19:40:51right? And uh
19:40:55I want to see uh
19:40:59analytics for my YouTube. So you have to
19:41:02go to the YouTube studio. Okay. So you
19:41:06have to type YouTube studio.
19:41:12When you open YouTube studio, you will
19:41:14see
19:41:18Now here you have can you see channel
19:41:21performance you have right and I want to
19:41:24I want to see in terms of analytics
19:41:27because we are talking about analytics
19:41:29now you can see suppose I got 135 views
19:41:32in last 28 days right so in this way we
19:41:35can see
19:41:37the YouTube analytics in the same way
19:41:39your top content in this period this is
19:41:41the video right 42 views right 30 views
19:41:47And we can see uh from past 28 days. I
19:41:52can also uh customize it. Suppose I am
19:41:55customizing it from you can say let's
19:41:58say from 1st May to
19:42:02today's date. Okay. Apply it. Now you'll
19:42:05see the stats changed. 483 views, four
19:42:09subscriber, right? So in this way you
19:42:12can see the YouTube analytics also.
19:42:16Okay.
19:42:19Then you have hot jar. So uh hot jar it
19:42:23records the session on the website. So
19:42:25in the next uh week slide I will show
19:42:28you uh hotar and traiac recordings in a
19:42:32live way. Then you have hot suit. It
19:42:36enables trend monitoring and provide 360
19:42:38view of your campaigns. Then you have
19:42:40kissmetrics. Okay.
19:42:44Then KPI dashboard.
19:42:46So uh it provides custom data to track
19:42:50your KPIs and other business metrics.
19:42:52Right. So different types of KPIs are
19:42:55here like you have you can have
19:42:58executive that tracks long-term complete
19:43:00strategy right and you have operational
19:43:04that can monitor current conditions
19:43:06whatever you have whatever the existing
19:43:08resources you have right and providing
19:43:10some snapshots and existing data. Then
19:43:14tactical determines why something is not
19:43:17going well means something is not going
19:43:19well means business is not coming as per
19:43:21your expectation. Okay. To analyze them,
19:43:24it comes under your tactical. Then
19:43:27analytical analytical basically uh
19:43:29analyzing the data business data from
19:43:33Google Analytics or any other tool.
19:43:35Okay. So these are the KPI dashboard
19:43:38which you have. Then you have metric
19:43:40dashboard. So in metric dashboard you
19:43:43can see it monitors KPIs and evaluate
19:43:46marketing initiatives through various
19:43:48channel like in-house and in-house use
19:43:52and client dashboard right so it
19:43:55determines the client's interest
19:43:57specific KPI you have then you can see
19:44:00realtime data and KPI and tracking
19:44:03dashboard display current information in
19:44:05real time so I will show you current uh
19:44:08realtime data then we have marketing
19:44:10agencies this dashboard. So it analyze
19:44:12the overall performance also. So let me
19:44:15show you. So let me show you. It's
19:44:16hardly take me few seconds.
19:44:20Live view. If you want to see the live
19:44:22view, so you can see in the real time
19:44:24data when you scroll it
19:44:29in GFO you have an option of realtime
19:44:31overview. Now you can see here this is a
19:44:33real time 24 active user three user in 5
19:44:37minutes. You can see the country US, Las
19:44:39Vegas, right? India, China is also
19:44:42coming. So this is a real time overview.
19:44:46This is what we are discussing about. So
19:44:49final one was marketing agencies
19:44:50dashboards and analyze the overall
19:44:52performance. Okay.
19:44:54So by the end of this les lesson you
19:44:57will be able to identify the marketing
19:44:59funnels to represent customer journey.
19:45:02You can get insight from marketing
19:45:04funnel to measure the effect measure the
19:45:06performance of your business. You can
19:45:09identify the awareness, content
19:45:11engagement and other KPIs and of course
19:45:14you will get some insights of uh Google
19:45:17universal analytics. Right? So we have
19:45:22marketing funnels model and three-stage
19:45:26model. Okay.
19:45:30So yeah,
19:45:33so as discussed funnel is basically the
19:45:36step you know in terms of uh uh web
19:45:40marketing how the customers are going.
19:45:44It basically represents the journey of a
19:45:47customer from initial phase to purchase
19:45:51and after that also I mean and beyond
19:45:54right. So funnel evaluates to increase
19:45:58the sales of your business, branding of
19:46:02your business, right? Increase the
19:46:04loyalty, right? And in this way you can
19:46:07retain your customer. So it can be
19:46:10represented by two ways. Number one, we
19:46:13have ADA model and number two, we have
19:46:16three-stage model. Okay. Now in ADA
19:46:21model we have the following uh uh you
19:46:25can see uh the steps or the information
19:46:30like awareness
19:46:32right number one is awareness. So during
19:46:36the awareness phase through advertising
19:46:39you can target your customer or their
19:46:44attention. You can target customers
19:46:47attention right through awareness. This
19:46:50is the first step.
19:46:53Now we have interest. Okay. So interest
19:46:58is basically whether you know people are
19:47:00looking for it or not in a uh purchasing
19:47:03point of view. So uh customer will uh
19:47:08learn about your product. Okay. Somehow
19:47:11they are coming to your website through
19:47:13some awareness. They will reach to your
19:47:15page and they will see uh and want to
19:47:20learn about the product and their
19:47:22benefits.
19:47:24Okay. If they got interest they will
19:47:27perform the next step and the next step
19:47:32you have is what? Desire, right? Desire,
19:47:36right? So this phase requires some
19:47:40uh next set of uh phase customers
19:47:44mindset you can say right I want to I
19:47:48want to purchase an iPhone I can just
19:47:50list to flip card and then I have just
19:47:52see what is the latest model okay and I
19:47:56just want to purchase in the month of
19:47:59Diwali because it's a sale season or uh
19:48:03it's a offer season it's my desire that
19:48:06I want to purchase on Diwali or on big
19:48:09billion days that because I will be
19:48:12having some more discount right and this
19:48:14is not the only way that I will purchase
19:48:16on Diwali I can also see from you know
19:48:19customer uh uh other customer or my
19:48:22friend what they have purchased the best
19:48:25brand I will ask with my friend what is
19:48:27the best brand which I should purchase
19:48:29he will give me idea or I will see uh
19:48:34the competitor
19:48:35I mean Amazon from Flipkart. I will move
19:48:39to Amazon. I will see what are the uh
19:48:42price available with another
19:48:44configuration. So it comes under your
19:48:46desire. Okay. And the last we have
19:48:49action. So when we have everything
19:48:52finalized. Okay. When we have everything
19:48:55finalized that yes
19:48:58uh people customer is going to purchase,
19:49:02right? And final goal of any marketing
19:49:05campaign is to initiate action and then
19:49:09purchase. Right? So this is your adder
19:49:12model in which awareness,
19:49:15interest, desire and action are
19:49:18mentioned here.
19:49:21Now we have
19:49:24three-stage model. If you see
19:49:29TOFU
19:49:31means top of the funnel or awareness
19:49:35phase. The next one is your M O F MOFU
19:49:39middle of the funnel or consideration
19:49:41phase. And the last we have bottom of
19:49:45the funnel or the of course conversion
19:49:49phase which is called bofu. Right? So
19:49:53number one is your top of the funnel or
19:49:56awareness phase right? It means first of
19:50:00all
19:50:02you have to make aware people about your
19:50:06product or services. Okay. And how it
19:50:09can be happened? It can be happened
19:50:11through marketing. Right? And in
19:50:14marketing what you will do? you will do
19:50:16different uh marketing uh activities
19:50:19like Facebook ads or you can say Google
19:50:22ads or let's say organic SEO right let's
19:50:26talk about I'm doing SEO okay so what I
19:50:30will do in SEO so that people will be
19:50:32aware of my product okay so definitely
19:50:38uh I will uh I will do some you know uh
19:50:42target some keywords
19:50:44to rank rank them higher on Google so
19:50:48that people will click on my website and
19:50:53comes on my website and get aware of the
19:50:56things right so it's not easy to get
19:50:59ranking on the first page from the first
19:51:02day you have to optimize it through SEO
19:51:06where you can just uh optimize your
19:51:09landing page you will write content you
19:51:12should have a proper content strategy
19:51:15Right. So let's let's see
19:51:19one example. Suppose this is a page
19:51:25right
19:51:28paint by numbers blog or you can say
19:51:30this is a blog page and people are
19:51:34visiting to this page but how they can
19:51:36visit through SEO. For this there should
19:51:40be some keyword which you should target.
19:51:42Right? So suppose I'm taking u
19:51:47one example
19:51:49one keyword I will search in Google
19:51:54suppose this is a
19:51:57I'm going to search custom
19:52:01paint by
19:52:04numbers okay
19:52:06[clears throat]
19:52:11now you can see Here uh this is the add
19:52:14then add craft my number this is my
19:52:18website right you can see it is coming
19:52:21on one two second position I'm clicking
19:52:25here right now I can see this is my
19:52:27website and customer are coming to this
19:52:30page by typing this query in Google okay
19:52:35and you can see here it is optimized it
19:52:37is having a product image information
19:52:42right and you can see the reviews,
19:52:44videos
19:52:46and frequently asked questions. You can
19:52:49see here this is nothing but a content.
19:52:52It is designed in such a way that people
19:52:54can read about the uh particular product
19:52:58right because if you talk about the
19:53:01product so there should be some FAQs
19:53:04there should be some you know product
19:53:05rating there should be some u customer
19:53:09reviews okay image videos configuration
19:53:13okay so this is what you have now again
19:53:16if you see here we have content this is
19:53:20a very well-designed content content
19:53:21which we can see here and properly
19:53:24optimize that's why people are coming.
19:53:27Okay. So this is what the first step
19:53:30that you have made the people to aware
19:53:32of your product or business to awareness
19:53:36through SEO.
19:53:38Then we have middle of the funnel or
19:53:41consideration phase.
19:53:43It means the customer will see the
19:53:48product.
19:53:50Okay. and they want to check with
19:53:52another similar product
19:53:54like a customer is looking for iPhone.
19:53:58Okay, he want black color iPhone right
19:54:02now. He can see red color iPhone, right?
19:54:05Or he just want to see a good
19:54:07configuration. Definitely he will check
19:54:10some other options also. Means he just
19:54:13considering your product.
19:54:16He's not in mood of purchase. But yes,
19:54:18this is the first step when he consider
19:54:21the things by comparing the same
19:54:24products of different configuration on
19:54:27another channel or another website or
19:54:30from someone else. Right? So basically
19:54:33in this case the customer considers the
19:54:36product a good choice compared to the
19:54:38similar products in the competition due
19:54:40to brand awareness. Right now bottom of
19:54:45the funnel or conversion phase in this
19:54:50customer decide yes I'm going to
19:54:52purchase the product after finalizing
19:54:54all the things yes it is having
19:54:56affordable it is having a good
19:54:58configuration right after considering
19:55:00with the computer with their friends
19:55:02relatives then yes I'm going to buy an
19:55:05iPhone 7 so it is the last step and the
19:55:10last step is the only step where you can
19:55:13see the conversion means the business or
19:55:16the sale.
19:55:18So now move we are moving
19:55:20[clears throat] to the next part
19:55:22marketing funnel matrix.
19:55:25We have
19:55:27different uh metrics. Here we can see
19:55:31cost per acquisition CPA.
19:55:34Then we have customer lifetime value CLB
19:55:38conversion rate and we have then
19:55:40conversion rate per channel. So we will
19:55:43study each of these metrics one by one
19:55:45in our next slide.
19:55:49So u cost per acquisition. So it is
19:55:53basically the amount is spent on the
19:55:55marketing to bring new clients. Right?
19:55:58So here you can see the formula CPA is
19:56:00equal to total cost of the marketing
19:56:02campaign upon total number of
19:56:05conversion. Right? So if I want to make
19:56:08it simpler. Okay. So a very simple
19:56:12example let me show you. So CPA is equal
19:56:16to
19:56:19total marketing spent
19:56:23divided by
19:56:27your total number of conversions.
19:56:36So suppose you have spent $500
19:56:42total marketing spend and you got 10
19:56:47conversions, right? So your CPA will be
19:56:5250 means you got 50 leads of your per
19:56:58conversion. Just your CPA will be 50.
19:57:02Okay. So total marketing spend is $500
19:57:06and actual you have received 10 leads
19:57:09right. So for one lead you are getting a
19:57:12costing of 50 which is called CPA right
19:57:15this is called cost per action or in
19:57:18other words we can say cost per
19:57:20acquisition
19:57:22right CPA who have actually uh gets
19:57:26converted right
19:57:29okay so it also helps in analyzing your
19:57:32paid advertisement and email marketing
19:57:35data and yes this is basically used in
19:57:38your uh paid advertisement. So
19:57:44let's see if we have any
19:57:48option of CPA. This is an ad account.
19:57:58You can see cost per conversion here.
19:57:59It's $153,
19:58:01right? Your total cost is $767
19:58:05and conversion is five. Okay? So in the
19:58:08ad account when you go to overview you
19:58:10will automatically see the uh conversion
19:58:13and the basic data from where you have
19:58:17uh generated in terms of spend. Okay. So
19:58:20this is just a basic example for you
19:58:22which you can see here. Right.
19:58:28Next we have
19:58:30customer lifetime value. It basically
19:58:33determines the revenue earned from a
19:58:35single customer throughout the customer
19:58:38journey. Okay. So there can be you know
19:58:42some of the customer who is loyal and
19:58:45they just want to purchase from your
19:58:48website only. In other words I can say
19:58:50they are repeated customer. Okay.
19:58:53Suppose there is a customer who is
19:58:55purchasing any t-shirt from your
19:58:57website. Okay. 10 times per year. In one
19:59:01year he's purchasing 10 times. In the
19:59:03next year he has purchased 11 times. So
19:59:06average 10 times he is coming. So he
19:59:08your repeated customer or your loyal
19:59:11customer. So in this way you can measure
19:59:14the lifetime value is equal to customer
19:59:16value into average customer lifespan.
19:59:19Right? So it is beneficial for the
19:59:21industries like e-commerce and
19:59:23traditional sales. So once you get any
19:59:26lead okay so from the back
19:59:28[clears throat] end of the website you
19:59:30can see how much uh how many customer
19:59:33who are repeated in the same way you can
19:59:36see in Google analytics but you can't
19:59:38see the information of any customer it
19:59:39will show you the number only if you
19:59:41want to see the name address phone
19:59:43number so it will be get
19:59:46stored in the website back end okay
19:59:53next we conversion rates.
19:59:56So it is basically the leads leads
19:59:59percentage that uh your that becomes
20:00:04your customer. Okay. So it is total
20:00:06number of conversion of all total number
20:00:08of funnel entrances into 100. So if I
20:00:12want to see how many conversions are
20:00:15coming as per conversion rate.
20:00:26Now I will take some another example for
20:00:28you.
20:00:45Now suppose uh
20:00:51this is an event section. Okay. I just
20:00:55want to see the form option here. Yeah.
20:00:59Purchase. Right. So I can see the total
20:01:04users are 3 lakh 11,351
20:01:08for past quarter and how much conversion
20:01:11I have received means purchase 3452
20:01:15okay so as per our formula it is saying
20:01:20total number of funnel entrances okay
20:01:23with the total number of conversions so
20:01:27there are
20:01:333 4 5 two people who are actually gets
20:01:37converted and how many entrance
20:01:423,11 uh 31,1351
20:01:46right so in this way you can calculate
20:01:48your number of conversions so if I use
20:01:51calculator it's very simple
20:01:58Suppose you got 100 leads. Okay, 100
20:02:02actual leads. 100 people have
20:02:05successfully submitted their queries and
20:02:07how many have been there on your website
20:02:10visit for funnel entrances? Suppose
20:02:13one,000.
20:02:15Okay. So your
20:02:22conversion rate will be 10% into 100
20:02:24right so in this way you can calculate
20:02:27your conversion rate then you will have
20:02:30conversion rate examples
20:02:33to number of visitors who converted to
20:02:35marketing means the leads first step as
20:02:39I was saying awareness of course people
20:02:42are coming to my website through SEO
20:02:44that is a form of lead but lead will
20:02:47take time to convert into the purchase
20:02:49right it takes takes a time. So at the
20:02:50first step we have number of visitors
20:02:53who are coming in the form of awareness.
20:02:56Then mofu middle of the funnel who are
20:02:59actually converted to subscriber.
20:03:02So somehow people are coming and they
20:03:05just want to you know there's an option
20:03:07of add to wish list or uh subscribe them
20:03:11to get latest notification of the
20:03:14upcoming products. Right? Then the final
20:03:18you have number of subscribers converted
20:03:21to the customer. Now everyone will not
20:03:24be your customer only those subscriber
20:03:28who actually shown interest after final
20:03:32decision.
20:03:34Okay. So
20:03:37conversions
20:03:38buff conversion shows the number of
20:03:40signups or the number of subscribers
20:03:43which gets converted in the form of
20:03:46customer. Okay. So conversion rate per
20:03:50channel. If I talk about channel
20:03:54right so if I talk about channel so it
20:03:57means there are different channel.
20:04:00Different channel means different
20:04:01marketing channels right? Number one is
20:04:04organic searches. Organic searches is
20:04:06your SEO.
20:04:08Number two is referrals. Referrals means
20:04:11from some referring page from some
20:04:14reference and a referring website you
20:04:16are getting the lead, you are getting
20:04:18the traffic. Then we have influencers.
20:04:21Influencers
20:04:23the well-known person or well-known
20:04:25brand which promotes any type of
20:04:26product. It comes under your
20:04:28influencers. Then you have paid ads.
20:04:31paid ads you are having in Google ads,
20:04:33Facebook ads, Instagram ads, then
20:04:36emails, email marketing, right? So,
20:04:39conversion rate per channel in which you
20:04:41can simplifies the task of measuring the
20:04:44performance of your business success.
20:04:47Yeah. So, uh we can see here organic
20:04:51searches, referrals, influencer and paid
20:04:53ads. Okay. So let me show you a very
20:04:56already I was showing you in Google
20:04:58Analytics when you come here in tracking
20:05:00uh traffic acquisition
20:05:15now you see these are the channels.
20:05:18Okay. So if you want to see you can see
20:05:21session default channel group right it
20:05:24is already selected here
20:05:32from direct from organic from paid from
20:05:35referral. Okay. In this way you can see
20:05:37now uh organic is okay right? Google
20:05:41search people are searching Google ads I
20:05:43mean uh through keyword
20:05:46uh paid search means your Google ads.
20:05:48But if I talk about referral I want to
20:05:50see what exactly the referral is suppose
20:05:53right you can just type here referral
20:05:56press enter
20:05:58and you will see only the referral here.
20:06:02I want to see the source from which
20:06:04medium it is coming. Source
20:06:14now you can see here these are the
20:06:16source I was telling you about the
20:06:18referral means some other referring
20:06:19website art analytics appspot.com
20:06:22mail.google
20:06:24from docs.google udi.google right
20:06:26cloud.g Google you can see these are the
20:06:28referral okay so in this way you can see
20:06:31the referral sources here even you can
20:06:34see for your organic also let's try it
20:06:37here
20:06:55now in organic source. If you see the if
20:06:58you will see the source it will show you
20:07:00not set most of the time. Why? Because
20:07:05sometimes people loging from their
20:07:07Google account. Now here we can see
20:07:09organic source it is showing Google
20:07:11highest then boing Yahoo. These are your
20:07:15search engines. Okay. So in this way you
20:07:18can see any type of sources in Google
20:07:21Analytics. Right. Influencer basically
20:07:24comes under your referral part also. It
20:07:27is not directly mentioned here. It comes
20:07:29under your in referral part also. But
20:07:34some of the some of the um channels or
20:07:38you can some of the data if it is not
20:07:40tracked it will come under your
20:07:42unassigned right. So you will see the
20:07:45data is almost not 100% but appro to
20:07:4998%. It depends on channel to channel
20:07:52also. Okay.
20:07:57Now we can move to the next part.
20:08:01Awareness stage KPIs.
20:08:03Right. So [clears throat]
20:08:07we have three stages here. Organic
20:08:09search impressions.
20:08:11Then we have share of voice and then new
20:08:14users. Okay. So each of them we will
20:08:17study one by one.
20:08:20Then if you talk about organic search
20:08:22impression, so it is a free listing that
20:08:25can be found in Google search and it
20:08:27implies your presence. Right? This
20:08:30metrics represent the number of people
20:08:32who saw the post and indicate your brand
20:08:35awareness growth, impressions and
20:08:38organic reach. Okay. So basically you
20:08:42know uh organic search impression
20:08:44represent the
20:08:46presence in your presence in the search
20:08:49result of Google search right. So which
20:08:52is free here. So we were we were just
20:08:56typing this keyword. Okay. This is now
20:09:00you can see this is the first impression
20:09:01I'm getting. So 1 2 3 4 5 all these 10
20:09:06websites are getting impression. Okay.
20:09:09But I will click only on the one or two
20:09:11website which are in the top. Right? I
20:09:13will click here. Right? So it will get a
20:09:16click. So what you can see here that yes
20:09:20impressions can be more clicks will be
20:09:23less or in in other words impression
20:09:26will always be high. Okay. As compared
20:09:30to clicks. So if you want to see for
20:09:33organic
20:09:34so you have an option of uh Google
20:09:37search console right. So let me show you
20:09:41for this particular uh project.
20:09:49This was our website canvas by numbers.
20:09:52We were talking about this website
20:09:54and uh
20:09:58this was the keyword custom paint by
20:10:00number.
20:10:02I can go under the performance section
20:10:06search result. Right now you can see the
20:10:10impression of past 3 months 5.39 million
20:10:14and clicks are 57.2K. You can see here
20:10:17impression is always high as compared to
20:10:20click right and your CTR is
20:10:24clicks upon impression. So I just want
20:10:26to see for this particular query.
20:10:33Now you can see for [snorts] custom
20:10:36paint by numbers we have 27.1K
20:10:40impressions 768 clicks. Right? So these
20:10:45are the terms related to your can you
20:10:48see here custom paint by number someone
20:10:51from Canada research custom by paint by
20:10:53numbers Canada custom paint by numbers
20:10:56for adults right so you can see the
20:10:58impression and the clicks okay so in
20:11:02this way we can see the organic reach
20:11:05yes through organic people are reaching
20:11:06to our website by finding the relevant
20:11:09uh solution in Google search Right
20:11:15now we have share of voice.
20:11:20[clears throat and cough]
20:11:21So
20:11:23sorry.
20:11:25Yeah. So [clears throat] share of voice
20:11:26is basically measure the brand's market
20:11:30share compared to the competitors and
20:11:32show your brand visibility.
20:11:34Okay. So if I say share of wires, share
20:11:38of wires means branding. Okay. branding,
20:11:42Amazon, Flipkart,
20:11:44Misho, right? These are already a brand.
20:11:47They are servicing customer. So if you
20:11:49want to become a brand, you have to
20:11:52cross all those stages of marketing
20:11:54campaign and you know to have such uh uh
20:11:59positive feedback or you can say you
20:12:02have to be viral. Your business should
20:12:04have to be viral among the people,
20:12:06right? Then you will become a brand. So
20:12:09if you talk about share of voice it
20:12:11helps to understand the challenges
20:12:13better right suppose Amazon is having a
20:12:17option of add to cardart but uh the
20:12:20payment option they are not accepting
20:12:22suppose ICI bank credit card so this is
20:12:25a challenge for Amazon they have to
20:12:27rectify because some of the people who
20:12:30are willing to pay through ICI credit
20:12:32card so it helps you to challenge
20:12:34understand the challenges better next we
20:12:37have planned to achieve growth right so
20:12:41whatever the data whatever the customer
20:12:43you have earned already based on those
20:12:46data you can plan for the next step how
20:12:50I can utilize them for next month or
20:12:54next phase go then captivate user right
20:12:58so if you see here there is a sorry
20:13:02there's a formula
20:13:05share of voice by to total Total market
20:13:08metrics, brand metric, right? So brand
20:13:12brand metric upon total market metric.
20:13:15Suppose Amazon has to check their share
20:13:18of voice.
20:13:20So and they have got 100 out of you know
20:13:24in the market and the total market was
20:13:26having Amazon, Flipkart, Misho they're
20:13:30having thousand right into 100. So out
20:13:33of thousand Amazon have got 100 brand
20:13:36metric and when they got converted into
20:13:39share of voice it has to be multiplied
20:13:41with your 100. Okay this is what share
20:13:45of voice you have and of course every
20:13:48business want to become a brand right
20:13:51and to become a brand it's not a one day
20:13:54task or you know one night or few month
20:13:57task it is an effort. So because you
20:14:00already have a lot of competitor you
20:14:01have to stand against and you have to
20:14:03beat them right. So this is what you
20:14:06have for share of voice.
20:14:09Then you have new users.
20:14:11So [clears throat] new users it shows
20:14:13the
20:14:15init initial site visitors during the
20:14:18specific time time frame. So in Google
20:14:20an antics you will see new users. Okay.
20:14:24So where you can identify the new
20:14:26devices or browser as new users are new
20:14:28users are using then you can recognize
20:14:31them uh returning user from subsequent
20:14:34visits the same device or browsers. It
20:14:36helps to know the success of generating
20:14:38new visits. So if I come here,
20:14:43this is my
20:14:46Google Analytics. I want to see new
20:14:48users. Right? So now you can see
20:14:55under user acquisition you have
20:14:592 lakh 77,000 new users here. Okay,
20:15:03these are the new users. These are the
20:15:06separate channels. So out of 3 lakh
20:15:0811,000 you have 277,000 of new users.
20:15:13Right? Now I want to see the devices.
20:15:18Suppose I pick any specific channel. I
20:15:21want to see for paid.
20:15:25I have simply typed paid here
20:15:31paid search right and paid other. So I
20:15:35want to see from which device they are
20:15:36coming. the new users
20:15:39device category.
20:15:44There you go. So 7,000 something people
20:15:47are coming from mobile in paid search
20:15:50then 3,000 something coming from desktop
20:15:53and 278 from tablet and smart TV
20:15:56respectively if you see. Okay. So we can
20:15:59see for our new users these are the
20:16:01metrics simultaneously or parally you
20:16:04can check your total users also. Okay.
20:16:07Right. Now, content engagement and
20:16:11[clears throat] KPIs.
20:16:13So, clicks of course clicks are
20:16:15important part. If someone is coming on
20:16:18your website because they have clicked
20:16:20it. If if they are not coming means they
20:16:22have just seen in the Google result but
20:16:24they are not interested because you
20:16:26might be on the second or third
20:16:27position. You are not on the first
20:16:29position. Right? So, these are the
20:16:31content engagement KPI. So if you talk
20:16:33about the content, content plays a very
20:16:36crucial role in your all marketing
20:16:38channels. Either it is your SEO, either
20:16:42it is your Google ads, either it is your
20:16:45referral, either it is your email
20:16:47marketing. So if you talk about SEO, in
20:16:50SEO your landing page should have a good
20:16:51and quality content. If you talk about
20:16:54paid ads, then you should have a proper
20:16:57uh tagline, right? You should have a
20:17:00proper tagline by creating ads. If
20:17:03you're using social media then you
20:17:05should have a proper what post or uh
20:17:11post or you can say any article you have
20:17:13posted it is relevant then people will
20:17:15play. So here content plays a very
20:17:18crucial role. Okay. Send then the people
20:17:21will click from there and comes on your
20:17:24website. Then bounce rate. Of course, if
20:17:28you have a landing page, if you have
20:17:30created a page but the people are not
20:17:32coming or you can say they are bouncing
20:17:35back, it means something you have to do.
20:17:38Then average time on page, how much time
20:17:42they are going to spend. Most of the
20:17:44people just visit only 3 to 5 second but
20:17:48most of the people gives a lot of time.
20:17:51Why? Because they are just getting
20:17:52engaged there. they might got some
20:17:54interest to see the other option of your
20:17:56services. Okay, there you can see
20:17:59average time on your page. So content
20:18:02also plays a very crucial role in the
20:18:05average time to stay make the people to
20:18:07stay. So when you see in heat map or
20:18:11crazy act you will see where they are
20:18:13just getting stand on which particular
20:18:15section. Okay.
20:18:17Then the scroll out page depth of course
20:18:20uh when you scroll down uh people how
20:18:23much they have scrolled whether they are
20:18:25getting you know interact with your page
20:18:27or not in the such a way. Now uh next we
20:18:30have clicks. So it is related to Google
20:18:33ads. So we can see in the first ad there
20:18:36are two ads shown here. In the ad one
20:18:39you have 4,686
20:18:42clicks and the ad two you have 1,248.
20:18:47The question is why the first first ad
20:18:50is having more clicks where the second
20:18:52is having less. Of course second is
20:18:55having less means it is not being more
20:18:58optimized in the form of Google ads so
20:19:01that you can get more clicks. People
20:19:03were not coming and clicking on your
20:19:05ads. it is not showing in above uh you
20:19:08know in Google uh sponsored ads right.
20:19:11So you have to see whether your quality
20:19:13score is okay or not whether your uh uh
20:19:16tagline is okay or not whether it is
20:19:19relevant or not or most importantly you
20:19:21will see are you targeting the right
20:19:23customer or not. This can there can be
20:19:25various example right
20:19:29now again the bounce rate we already
20:19:31have discussed a percentage of people
20:19:32who lift left the page we have just
20:19:35checked with Google analytics average
20:19:38time on the page
20:19:40it is basically
20:19:42average time spent by all user on a
20:19:44website non-exit page included bounces
20:19:48right so average time on the page is
20:19:49equal to total time on the page upon
20:19:52divided by number of page views number
20:19:54of minus number of exits. Right? So this
20:19:58this is a formula to calculate average
20:20:01time on the page. And of course you want
20:20:04to make people to stand at least 10 to
20:20:0620 second or even for a minute. If
20:20:08they're spending more than a minute, it
20:20:10means they are getting engaged. Okay.
20:20:14Then you have scroll and page depth. Uh
20:20:17you will learn in crazy uh slide. Okay.
20:20:21Uh basically this is a it is used to
20:20:23track the your audience how they are
20:20:26interacting with your web page on which
20:20:28portion they have clicked right how they
20:20:31have scrolled the pages how much time
20:20:32they are looking to scroll how much time
20:20:35they are giving to you know contact us
20:20:38form okay it indicates [clears throat]
20:20:40the qualities. So here two here are two
20:20:43example readability and user interest.
20:20:46So readability is here and user interest
20:20:49which you can see on the dark shadow.
20:20:53Okay.
20:20:55So by keeping a track of these uh it
20:20:58shows how thoroughly you can uh the
20:21:00audience cons consumes your content.
20:21:03They inhale the content I mean they find
20:21:06uh more interesting.
20:21:08They are getting more more interest on
20:21:11your content. This can indicate the two
20:21:13qualities readability and the click.
20:21:18Next we have consideration stage KPIs.
20:21:22Now we have consideration stage KPIs.
20:21:25Conversion by source, call to action and
20:21:28landing page performance. So we will
20:21:30check one by one each of them. So
20:21:32conversion by source it is basically how
20:21:36well the source leads to the conversion.
20:21:39Right? So here the source is what the
20:21:42keyword. So the keyword uh what keyword
20:21:46you have just searched and people are
20:21:49clicking to your website through search
20:21:50engines or what were the ads you have
20:21:53shown to the people through relevancy
20:21:55and it is appearing the top on the top
20:21:57of the Google SERP. Right? So this is
20:22:00for conversion by source. Next you have
20:22:03CTA performance.
20:22:06Number one is CTA views to clicks.
20:22:09Right? So
20:22:12it depicts the you know the how the
20:22:16customer
20:22:18it is a percentage of visitor driving to
20:22:20the landing page means ad is shown there
20:22:24people are clicking and coming. So this
20:22:27is called CTA views to clicks. CTA
20:22:30clicks to submission means when they
20:22:32have successfully purchased any product
20:22:35or they have successfully completed the
20:22:38form. This is called CTA click to
20:22:41submission. Right? So if you if I talk
20:22:44about CTA this is the first one I'm
20:22:47clicking here
20:22:49page.
20:22:51This is view I have done. Okay. Now the
20:22:54CTA is this button add to cart. Can you
20:22:58see this is the CTA or
20:23:02contact us. This is the CTA because the
20:23:05desirable action is important. Not only
20:23:07just visit the page, visiting of page is
20:23:09your views but CT is the actual action
20:23:12which you're doing in terms of
20:23:14conversion right. So this contact us
20:23:18this is the CTA this submit button send
20:23:21this is the CTA. Okay. So this is what
20:23:24we have for CTA which is mentioned here.
20:23:28Okay.
20:23:31Then uh landing page performance
20:23:35it identifies the top performing landing
20:23:38page and improves the lowest converting
20:23:41pages. Right? So conversion in ning
20:23:44nurturing phase means the new
20:23:46conversions the new means the awareness
20:23:48which the people uh the people which are
20:23:52just interested in your product. So in
20:23:58the total submission and the new contact
20:24:00you will have. So new contacts upon
20:24:02total submission right. So this is uh
20:24:06calculated as per landing page
20:24:07performance. So if you can see here as
20:24:10per thumb rule it is basically to
20:24:12achieve a minimum of 30% conversion rate
20:24:15for every 1,000 visits. It is a you can
20:24:18say an assumption
20:24:20right to get uh uh conversion right.
20:24:27Yeah.
20:24:28Then conversion KPIs. So you have goal
20:24:31completion
20:24:33means how many form have been
20:24:35successfully successfully submitted.
20:24:37Purchases, revenue, loyalty, return
20:24:40user. Return user can be your what?
20:24:43Repeated customer who are basically your
20:24:46trusted you know trusted customer
20:24:48because they like your product. And then
20:24:50the repeat business.
20:24:55Then we have goal completion.
20:24:59[clears throat]
20:25:00It shows the count of people who have
20:25:02achieved the specific marketing goal.
20:25:06Okay. Number of visitors who completed
20:25:08the goal upon total number of visitors.
20:25:10So let's take an example
20:25:13to calculate goal.
20:25:17Now I can I can calculate from here
20:25:28contact us form you have is here. So I
20:25:32will fill this form and after submitting
20:25:36this form that will be the actual
20:25:39conversion
20:25:41right. So suppose
20:25:44yeah suppose
20:25:48there are
20:25:515,000 people have visited
20:25:56and only
20:25:58100 people have filled a form
20:26:02filled right so your conversion rate
20:26:05will be CR
20:26:09total number of total number of actual
20:26:11conversion 100 divided by your 5,000
20:26:15people. This is what it is showing here.
20:26:17Total number of visitor with number of
20:26:20visitor who completed the goal or in
20:26:22other words goal completion is equal to
20:26:24number of visitor who completed the or
20:26:26submitted the form upon total number of
20:26:28visitors. Okay.
20:26:31Then we have purchases. It tracks the
20:26:33total purchases made from advertising
20:26:35effort. It can be from mobile app.
20:26:38Right? So you will track from here in
20:26:40Google Analytics. Then revenue it is a
20:26:44valuable matrix for your sale point of
20:26:46view. Loyalty. So loyalty it provides
20:26:50your repeated customer or in fact the
20:26:53customer who bought more than once. So
20:26:55here the loyalty is equal to customers
20:26:57which are repeated upon total number of
20:26:59customers. Suppose we can take here the
20:27:02same thing. Total customer I have
20:27:07100.
20:27:09repeated I have 20.
20:27:13So this formula fulfills the how many
20:27:15loyal customer you have handed upon
20:27:2020.
20:27:22Okay. So you will have uh five 5% of
20:27:26your loyal customer because they are
20:27:28getting repeated. Then you have return
20:27:31users. Yes, it helps to understand how
20:27:34many people return to your website.
20:27:35indicates the quality and uh relevancy
20:27:39and the quality of product which you are
20:27:41selling. Then repeat business it
20:27:43reflects customer loyalty as the
20:27:45percentage of returning customer. So
20:27:48again you can say repeat ratio is equal
20:27:50to number of returning customers upon
20:27:52total number of customers into 100.
20:27:55Right?
20:27:58Now just moving toward universal
20:28:00analytics.
20:28:02So see uh in short I will tell you
20:28:05universal analytics is shut down.
20:28:07Previously two 3 years ago we were using
20:28:10Google universal analytics but now we
20:28:13have Google Analytics 4. Whatever I am
20:28:17showing here it is basically related to
20:28:18your Google Analytics 4. It is Google
20:28:20Analytics for actual. Okay. So in
20:28:23universal analytics you are having the
20:28:25same data but in Google Analytics 4 you
20:28:29have event based. So
20:28:32you have audience as it is acquisition,
20:28:35behavior, conversion, events, everything
20:28:37is in on the same page. You can see here
20:28:39if you want to see the events, you can
20:28:41come here and see the events. Already I
20:28:44have told you about the audience,
20:28:47traffic, behavior, revenue, location,
20:28:51audience. Right?
20:28:56[clears throat] So this is all from
20:28:58marketing funnel. Now last we have a
20:29:03next slide of matrix for paid on
20:29:11sorry and earned searches I think which
20:29:14var was telling so [clears throat] now
20:29:19paid search advertising right so let's
20:29:23understand what is it actually is it is
20:29:26basically a strategy in digital
20:29:28marketing where you have to pay search
20:29:31engines
20:29:32so that they can place your ads higher
20:29:36on the search result page.
20:29:39Okay.
20:29:41So in paid advertising you have to pay
20:29:44to search engine so that you can get
20:29:46more traffic and you get ad uh on the
20:29:49top of of your result. But it is not
20:29:51easy. There are lot of compet you have
20:29:53to optimize it. You have to see what you
20:29:57should have to do. You have to follow
20:29:59all the guidelines of paid advertising
20:30:02like quality score, cost per
20:30:04acquisition, cost per conversion. Okay.
20:30:08Now, these are the metrics for paid ads.
20:30:10You'll have impressions, click-through
20:30:13rate, cost per click, quality score,
20:30:17cost per impression, cost per
20:30:18conversion, cost per acquisition, pay
20:30:20per click, conversion rate optimization.
20:30:22So I have one uh
20:30:26abbreviation doc file for you. I will
20:30:29upload it also. You can see here
20:30:34CPC cost per click. Right? If CP is $1
20:30:38and 10 people click then you have to pay
20:30:41$10 to Google. Right? This is cost per
20:30:45acquisition which we have already
20:30:47discussed. If your CPA is $20 and five
20:30:50people have purchased, then you have to
20:30:51pay $100 means $20
20:30:56is your CPA. Similarly, you have CTR,
20:30:58clicks upon impression, quality score,
20:31:01ad rank. Okay. And these are some basic
20:31:04metrics which you can see for paid
20:31:06search. Right? Now you want to see the
20:31:09example of paid search. So we can say
20:31:11here suppose
20:31:21suppose online software okay this is a
20:31:25term I'm searching here and I can see
20:31:28now you this is a paid ad that sponsored
20:31:30is written here that's why it is called
20:31:32Google paid Google search paid search
20:31:35right again this is the second paid
20:31:37search result
20:31:39right now this is organic Okay.
20:31:42The third one
20:31:48sorry. Yeah. From here you have organic
20:31:51result because this is not in sponsored
20:31:53these are your sponsored ads paid
20:31:55search. Okay. Then uh there are some
20:31:59metrics. Impression. Impression means
20:32:02the number of times you your
20:32:03advertisement has been shown to your
20:32:05targeted audience. Click through rates
20:32:08means those people who are interested in
20:32:11the result in Google SCRP they will
20:32:13click. This is called CTR or the formula
20:32:16is
20:32:18clicks upon impression. It is called
20:32:20clickthrough rate which is in short form
20:32:23called CTR. Then quality score it
20:32:26determines the ad the quality of your
20:32:28ads relevancy of your ads your keywords
20:32:31or landing pages. Okay.
20:32:34Then you have cost per click. So for
20:32:37every single click you have to pay to
20:32:39Google, right? So it is the same. Think
20:32:42the average amount paid by the
20:32:44advertiser for a click. High CPC means
20:32:48CPC cost per click. High CPC means the
20:32:51ad copy needs to be refined and reframed
20:32:56to the relevant uh relevant keywords.
20:32:59Okay. Then you have cost per acquisition
20:33:02which is CPA right it represents uh the
20:33:07expense associated with the conversion
20:33:10or leave right which we already have
20:33:12discussed with some examples.
20:33:15Then we have cost per conversion. It
20:33:17shows you how much advertiser cost to
20:33:21acquire a real customer. Okay. So it is
20:33:25basically the uh dividing the total cost
20:33:27of your traffic with total number of
20:33:29your conversion. Okay, it will let you
20:33:32know about the CPC cost per conversion.
20:33:36Then you have pay-per-click creates an
20:33:38online ad on search engines to drive
20:33:40website uh traffic to your website. So
20:33:43this is what uh we were having if I
20:33:46click here right. So this is the paid uh
20:33:50click which the payment is receiving to
20:33:53Google right but if you continuously do
20:33:55on the same time with the same so Google
20:33:57is smart your VPN will be detected right
20:34:00so it's not easy to you know uh play
20:34:02with them okay then you have conversion
20:34:05rate optimization means increases the
20:34:08conversion percentage of conversion
20:34:10right so like out of 5,000 people
20:34:1450 people have purchased so conversion
20:34:17optimization is equal to 50 upon 5,000.
20:34:23Then you have earned media matrix. Okay.
20:34:28So it is basically
20:34:30publicly gained, right? Publicly gained
20:34:34your business
20:34:37rather than advertising or any type of
20:34:40branding, right? So
20:34:44uh it can be in various forms. Search
20:34:45visibility
20:34:47Search visibility can be your organic
20:34:49search share social share of wise
20:34:51through Facebook, Twitter, LinkedIn,
20:34:54right? So social share of voice is here
20:34:56to get more people will talk about your
20:34:59business and it gets viral in social
20:35:01media or definitely people will click
20:35:03then search engine visibility then
20:35:05referral traffic. Okay, referral traffic
20:35:07from any other you know influencers
20:35:10page, right? Suppose uh any page which
20:35:13is you know talking about uh any product
20:35:16and Virat Kohli is promoting any brand
20:35:20lenus. So definitely that's a influencer
20:35:24uh traffic and also be the part of
20:35:26referral traffic because from that page
20:35:29you are getting the traffic then linking
20:35:31domains domains get interlinking on
20:35:34another website so that people will
20:35:36click and come. Then the same thing
20:35:38organic traffic and the page value these
20:35:40are all the part of your earned media.
20:35:44Then earned media metrics
20:35:46search visibility estimate CTR based and
20:35:49organic result organic ranking for all
20:35:52campaign of your keyword. So if I see
20:35:55here
20:35:58I want to select past
20:36:076 months suppose
20:36:10I got an impression here 44k impression
20:36:15out of which 1.45k
20:36:17clicks and your average CTR is 3.2 to
20:36:20how
20:36:21average CTR is equal to total clicks
20:36:24upon total impression it will become
20:36:263.2%.
20:36:28In terms of percentage then average
20:36:30position means the overall position of
20:36:33your queries. If you see here, so if I'm
20:36:37selecting average position, you will see
20:36:39the average position will start
20:36:40appearing. Custom P by number, it is on
20:36:434.5. Means suppose it is on the fourth
20:36:45position and on the next it is on the
20:36:48sixth position again it is on fourth,
20:36:49fifth or sixth. So average position will
20:36:51be 4.5. This is called average position.
20:36:55Okay. Then search engine visibility
20:36:58obtains the share of traffic from
20:37:00rankings in the organic search result.
20:37:04Then we have referral traffic. Then you
20:37:07have page value. Then again you have
20:37:08organic traffic which is a non-paid
20:37:10traffic. It is different from paid
20:37:12search because in paid search you have
20:37:14to pay but in organic traffic it is free
20:37:16as I was saying. Then you have linking
20:37:18domains. It measure the linked domains
20:37:21by counting sites that links to your
20:37:22company's website. Okay. So let's take a
20:37:26very simple example. Uh I am talking
20:37:29about uh um CRM management.
20:37:34Okay.
20:37:39Now CRM management I'm just this is a
20:37:41key term. Okay. Now you will see the
20:37:44links are present here. This is a linked
20:37:46domain in the communication channel.
20:37:49Right. So this is being getting
20:37:51reference to Wikipedia itself. But
20:37:53sometimes you will be having third party
20:37:56page because these are coming from
20:37:57Wikipedia. If I want to see the
20:37:59references,
20:38:02now this is what you have. This page is
20:38:07get getting linked here in Wikipedia. So
20:38:12this page is getting value. Okay, this
20:38:14is called linked domain on another
20:38:16website. Then social share of wise
20:38:20again the same thing the viral one which
20:38:23tracks the number of people discussing
20:38:25your products or services right on
20:38:29social media.
20:38:31Then we have owned media metrics.
20:38:36So these are the following metrics and
20:38:38it is a self-p prodduced managed content
20:38:41uh such as your Facebook page or
20:38:44company's website. Right? So we will see
20:38:47one by one sales. So it represent the
20:38:50performance of individual sales team or
20:38:52the entire company
20:38:55churn rate means at the stage when your
20:38:58customer stop making the purchase within
20:39:00a time frame like you have provided
20:39:03provided an offer of suppose Diwali sale
20:39:06or Christmas sale. So at that moment
20:39:09people will come and purchase because
20:39:11you have provided an provided an offer.
20:39:14But once the offer gets over, customers
20:39:17stop buying from there because
20:39:21it is expired. I mean the offer is
20:39:22expired.
20:39:24Then you have cost per lead. It pays a
20:39:27pays a predetermined price for each
20:39:29generated lead. For for each cost we
20:39:32have to see how much each
20:39:36CPC gettings converted. How much cost
20:39:39per lead we are getting. Okay. Then you
20:39:42have your customer engagement
20:39:45and it makes the correlation between the
20:39:49marketing and strategies of the customer
20:39:51reaction. How the customer is getting
20:39:53engaged
20:39:55definitely they will get engaged when
20:39:57they will find something interesting.
20:39:59Right? Then customer retention means how
20:40:01you retain your customer through some
20:40:03offers, through some discount, through
20:40:05some positive uh you know feedback
20:40:09uh your trusted or loyal customer, your
20:40:11defeated customer can be the part of
20:40:13your customer retention. And how you can
20:40:16retain your new customer? Simply you
20:40:18have to just do some more optimization
20:40:20in the same way to
20:40:23get the trust of your customer through
20:40:26your services. Then conversion marketing
20:40:29it basically uh focuses the conversion
20:40:32rate of the website visitor right out of
20:40:35100 people 20 people are purchasing. So
20:40:385% is the conversion rate because those
20:40:405% are important for me because they
20:40:42have been converted but rest are not
20:40:45converted. So you have to work on those
20:40:47rest 80% or 85%. Right?
20:40:54Then brand awareness you have uh it
20:40:57describes the brand's recognability uh
20:41:00how to recognize your brand through
20:41:02different scenarios like social media
20:41:05like Pinterest, Twitter. Then customer
20:41:08lifetime value it accesses the revenue
20:41:11potential per customer through the
20:41:12business relationship. Here you will
20:41:15have your trusted customer, repeated
20:41:16customer, retained customer. Okay. Where
20:41:19you can measure their uh retain
20:41:23retention bar. Then customer
20:41:25satisfaction.
20:41:26This is what very important
20:41:29customer satisfaction at the end of the
20:41:31day. It's not only about the business or
20:41:34sale but also the customer satisfaction.
20:41:37Means suppose people have purchased from
20:41:41your website
20:41:44and they have used and after 1 month or
20:41:47after 2 days they will give the feedback
20:41:50I don't like this product right so this
20:41:53become a negative part you got the sale
20:41:55but when they use it they are not having
20:41:58a good experience so you have to also
20:42:00make the things in a such clearer way
20:42:03that people should get satisfied
20:42:05customer should get satisfied there
20:42:06should
20:42:07quality in your services. It's not like
20:42:10that people are coming to your website
20:42:11and purchasing nothing. they will come
20:42:13again but they should they should need
20:42:16some satisfaction that yes I have
20:42:18purchased iPhone it is working well it
20:42:21is having a good configuration there is
20:42:23no complaint there's a positive feedback
20:42:25right this is called customer
20:42:27satisfaction
20:42:30then we have different uh scenarios for
20:42:33uh metrics like base camp is basically
20:42:37you know u uh most of the agencies are
20:42:41using to having some uh uh response and
20:42:46emails they are getting the services. So
20:42:49let me just
20:42:51show you one example.
20:42:55Suppose this is a base camp for my
20:42:58client. Okay.
20:43:01Now you can see this is a base camp.
20:43:04Each projects are mentioned here. Okay.
20:43:07And
20:43:08there's a continuous plan communication
20:43:10going on. So this is a client
20:43:12communication. They can just reply. They
20:43:14can just uh see the things notified.
20:43:17Right?
20:43:20First response time.
20:43:22Then you will have
20:43:24another example of Mailchimp. Mailchimp
20:43:27basically uh to hire new staff
20:43:32and support quality, customer
20:43:34satisfaction level. Uh the mail which
20:43:37you are sending whether they are opening
20:43:39it or not. if they are opening it, how
20:43:42much is the customer satisfaction level.
20:43:44Okay, so it comes under the category of
20:43:47email marketing. So this is one of the
20:43:49example of your uh metrics.
20:43:52Then you have campaign monitor in the
20:43:54same way like cadet customer
20:43:55satisfaction and customer uh effort
20:43:58score. CES is basically to improve the
20:44:00customer experience to provide a better
20:44:02product like online software you are
20:44:05providing. It should having a better
20:44:07quality. You should having a proper
20:44:10standard of work so people can use it.
20:44:12Okay. Then supermarket you have
20:44:16uh like big bazar or mall you have you
20:44:20see the lot of foods are there right
20:44:22vegetables but it has to be in such a
20:44:24way that the metrics which are being
20:44:26measured here it is a volume amount of
20:44:28potatoes tomatoes there right? So every
20:44:31agency have their own benchmarks okay
20:44:34how they are uh calculating the thing so
20:44:37that they will get business improvement
20:44:40they will get sale they get can get
20:44:42conversion without wasting their more
20:44:45project they want don't want to get in
20:44:49you know u u flop stage they want to
20:44:53increase their business
20:44:56then recruit recruitment agency you have
20:44:59like there are so many knocking com. So
20:45:01their their criteria is to how much time
20:45:04they can hire the people. Suppose they
20:45:07company required 10 people. So they have
20:45:09to hire some you know experienced and uh
20:45:13well people that they can uh give hiring
20:45:18to the agencies which are required. So
20:45:20in recruitment recruitment agency you
20:45:22have a matrix which you have to consider
20:45:24is time to hire.
20:45:27Okay, these are the key key takeaways.
20:45:30So, so Crazy Egg, [clears throat] this
20:45:32is our topic. So, Crazy Egg, this online
20:45:36tool monitors website pages and tracks
20:45:39visitor clicks on the screen. In other
20:45:42words, Crazy Egg is an online tool where
20:45:45you can monitor your individual pages of
20:45:47your website
20:45:49indicating where and which part of your
20:45:52screen clicked by your visitor. Right?
20:45:55So it is not necessary that viser will
20:45:58click all of your you know spaces of the
20:46:01web page. They will click on some
20:46:03specific part like phone number like
20:46:06product or contact us form. Okay. So
20:46:10this is all about crazy a brief
20:46:12overview. Now we can see what are its
20:46:14features. Features are basically
20:46:16conversion opportunities.
20:46:19We can identify the poorly performing
20:46:21areas of a web page. Means if you can
20:46:25see people are not clicking on that
20:46:27specific section you can analyze what is
20:46:29the reason right based on that you can
20:46:33analyze that particular web page and you
20:46:35can improve and optimize it right then
20:46:38you have side byside analysis
20:46:42overlay heat maps on top of your
20:46:44existing web pages. So in crazy egg you
20:46:46will have an option of heat map where
20:46:49you can see on which particular section
20:46:51people are clicking on which section
20:46:55they are spending more time right and
20:46:57which section they are spending very
20:46:59less time in while doing a comparison.
20:47:02Okay this is sidebyside analysis which
20:47:04you can compare. Then you have mobile
20:47:08device analysis. Basically it collects
20:47:11your data about the visitor, the
20:47:13traffic, the source through mobile
20:47:15devices. If I have to simplify it, it's
20:47:19not only mobile devices. It can be your
20:47:21desktop also. It can be your tablet
20:47:24also. Okay. So it optimizes collection
20:47:28inside about your different devices or
20:47:31you can say mobile devices, web browser,
20:47:34desktop, whatever the uh devices
20:47:37available for your uh customer. Then you
20:47:41have data quantification. It basically
20:47:45contextualize web visitor behavior. Now
20:47:48again data is very important. Okay. If
20:47:54if someone coming to your website and he
20:47:58can't see the exact or you can say
20:48:00relevant data why should he stay there
20:48:03okay the people will get back okay so
20:48:06it's very important the data which you
20:48:08are providing uh on your web page it
20:48:10should be relevant it is it it should be
20:48:12to the point and uh where you can get
20:48:16more chances of conversion
20:48:19then web page element analysis is right.
20:48:23So here we have analyzed the performance
20:48:26of forms and call to actions again. So
20:48:30you can say here this term call to
20:48:32action it will be appearing again and
20:48:34again because in the digital marketing
20:48:36industry call to action is very
20:48:39important which is called CTA. So here
20:48:42as per the page analysis we can analyze
20:48:46what is the performance of your form or
20:48:48call to action. Suppose if I have to see
20:48:52any call to action like this is my web
20:48:55page. Okay, you can see this is call to
20:48:58action start now. Right, this is call to
20:49:01action or you can say contact click.
20:49:04This is call to action
20:49:07and in this page you can see the submit
20:49:09button. This is call to action. Okay. So
20:49:12in this way your CTA manages your
20:49:17website conversion. Now it depends on
20:49:19you how you are placing on the website
20:49:21on the top on the left it depends where
20:49:24the user can get easily interacted.
20:49:26Okay. So this is about web page element
20:49:29analysis. [clears throat]
20:49:31Now moving to the next part snapshot. So
20:49:35here here is one example of snapshot of
20:49:39crazy egg. You can see here it basically
20:49:43uh shows uh user click behavior on a web
20:49:46page version and generates uh five user
20:49:49friendly report right. So it is not
20:49:51limited to five it can be more. So he
20:49:54there are some basic general report like
20:49:56in terms of traffic in terms of
20:49:58conversion in terms of you know call to
20:50:01action we have just extracted right. So
20:50:04it provides a view of your users's click
20:50:07behavior on a specific version of the
20:50:09page and can be used to generate
20:50:12different types of report. Now it
20:50:14depends on you how you are going to
20:50:15customize it. Okay. So in the further
20:50:19slide I will share the live version of
20:50:22crazy egg also. So right now I can show
20:50:24you few samples.
20:50:28This is a crazy egg tool. This is a paid
20:50:31tool and this is my website
20:50:33betafense.com. You can see here
20:50:39right now
20:50:41let me just open with the correct domain
20:50:44name.
20:50:53Okay. So this is my website and we have
20:50:57created for this website the crazy egg.
20:51:01So you can see some stats are visible
20:51:03here average unique visitor per day
20:51:05session duration bounce rate what are
20:51:08the top channels. Now here you can see
20:51:09the snapshot recent snapshot and you
20:51:13will see uh some errors while we are
20:51:16tracking it. Right? So it will show you
20:51:18each and every aspect of your uh report.
20:51:22Now moving to the web analytics part. So
20:51:25here is much more clarified that you
20:51:27know for a particular date we have
20:51:29selected from 16 to 14th September. We
20:51:31can see the unique vister page views
20:51:34sessions average session session
20:51:36duration and bounce rate. Then here is a
20:51:40comparison for like new visitor versus
20:51:43returning visitor. So you can see here
20:51:45new visitors are 88%.
20:51:48This is a good thing that in the
20:51:51business we are able to generate 88% new
20:51:54visitor and the returning vister is
20:51:5711.9% means they are our loyal customer.
20:52:00Okay, we have retained these customer
20:52:03and you can see the countries which are
20:52:05mentioned here like US is having the
20:52:07highest visitor and India and UK. So
20:52:09definitely the main target location will
20:52:11be US because most of the people are
20:52:13coming from US location. So how you will
20:52:15confirm while creating a crazy egg or
20:52:18any you know
20:52:21analytics. So you will see from which
20:52:23particular location it is showing. So
20:52:24you can see here this is the address of
20:52:27US rightas. So that's why the people
20:52:30from US are mostly visiting this
20:52:33website. Then you have a language then
20:52:35browser. You can see Chrome, Safari and
20:52:38all that. Then you have operating system
20:52:40mentioned here. Then yes the device
20:52:42type. Okay. Then the channels referrals.
20:52:45So you can see each and every you know
20:52:48uh some uh basic overview of report in
20:52:50the form of snapshot.
20:52:53This is what we can see here it is
20:52:54generated. Okay.
20:52:57Now moving to the next part uh snapshot
20:53:01statuses. So in crazy egg basically you
20:53:06can schedule your tracking
20:53:10later also right. It has to be specified
20:53:13for one month or two month right. So you
20:53:16can schedule your tracking. It starts
20:53:18tracking at a later date and end time
20:53:21also. It doesn't mean only the later
20:53:23date you can create instantly also. So
20:53:25you know not every time you have to
20:53:27create. So there is a specified range
20:53:29given on tra that for one month or two
20:53:32month it depends on the how the package
20:53:34you have adopted. Okay. So the
20:53:36facilities is provided there and you can
20:53:38schedule your uh tracking. Then while uh
20:53:44the running statuses we have we can
20:53:47collect the data about website visitors.
20:53:49So just now I have uh you know shared
20:53:53few insights about uh crazy act about
20:53:57the visitors the devices the browser you
20:54:00know then completed
20:54:04here the completed means that the a
20:54:07snapshot is completed and it is stopped
20:54:10due to scheduled end date. Suppose you
20:54:13have uh created a snapshot for 14th
20:54:17August to 14th September. So today is
20:54:2014th September. So it will get stopped
20:54:22because the schedule date and end date
20:54:26is over. Okay, that's why it is showing
20:54:29completed here. Now action required it
20:54:34will indicates what are the types of
20:54:37error which are present on your web page
20:54:41during analysis of your uh visitors
20:54:44tracking through crazy egg. So you can
20:54:47see this symbol the red symbol it is
20:54:50showing your issue. So you can see you
20:54:54can see here that issue we can have
20:55:01if I come here in the home.
20:55:04So
20:55:06yeah this one error tracking can you see
20:55:10here this is red this is what indicates
20:55:13an error. Okay, I will show you more uh
20:55:18detailed version of crazy egg in our
20:55:20next slide with the points. Okay, now we
20:55:23have heat maps.
20:55:26Heat maps is the same thing basically uh
20:55:29it is a tool for analyzing the focused
20:55:32area, right? Focused area you can see
20:55:37where the people are basically clicked
20:55:39the most. You can see the diagram here.
20:55:42It indicates that the element is working
20:55:44on the track. Okay. And where we can see
20:55:47that this this is an important
20:55:48information where the people are
20:55:50clicking. Suppose there is a news right
20:55:52and I like iPhone 17 has been launched
20:55:54yesterday. So there is a small note you
20:55:56have mentioned on the top of your web
20:55:58page on the left side. So definitely
20:55:59people will come and click there. They
20:56:01will read it. Okay. Because it is the
20:56:04most interactive element. And in the
20:56:06heat map it will show you like this.
20:56:08They are having some color
20:56:09identification. Like you can see here
20:56:10it's yellow mark with the you know red
20:56:12one. So it is the most viewed clicked
20:56:17element of that particular page.
20:56:20Okay. So some of the benefits like uh it
20:56:24is it is very helpful in analyzing that
20:56:28what is correctly working on your
20:56:29website and what is not correctly
20:56:31working. If there is a red position over
20:56:34CTA without clicks it indicates that
20:56:37element is working on the track.
20:56:40Right. So there this is one example of
20:56:43you know basic color which is has been
20:56:45taken from heat map. Okay.
20:56:50Then the benefits of heat map right. So
20:56:54of course whatever the uh things which
20:56:56are not going right you can analyze it.
20:56:59Like here we have an option uh you can
20:57:02see there is a cluster over the back
20:57:04button indicates that a specific element
20:57:07is not engaging. Right? Means the button
20:57:11is there but people are not able to
20:57:14proceed from there. Means they might be
20:57:17the navigation is not proper. The
20:57:19clicking option is not proper. That's
20:57:22why with specific color the heat map
20:57:25shows you that yes this is the cluster
20:57:27where the mostly the people are coming
20:57:28but they can't move to the next page.
20:57:31Right? So like here we have
20:57:35suppose
20:57:37I'm going to contact okay contact us
20:57:40form
20:57:42now you can see contact info this is not
20:57:46clickable again the phone number is
20:57:47clickable here right so this is engaged
20:57:49one right but if I want to click here
20:57:53suppose in here this one this phone
20:57:55number is not clickable but the above
20:57:58one is clickable you can see the hand
20:57:59mentioned there right and this is not
20:58:01clickable. Suppose if the most of the
20:58:03people are visiting here, it will show
20:58:05you that diagram in heat map. Okay. So
20:58:09it depends how the heat map is
20:58:11generating with their color. It doesn't
20:58:13mean that they will use the same color
20:58:14which I'm going to mention here. They
20:58:16will have their own specific color. From
20:58:18time to time they will change and
20:58:20upgrade.
20:58:22Okay. Then again uh it also analyze
20:58:26where the users are getting frustrated
20:58:28clicking on the non-interactive element
20:58:31or areas that suggest a broken link or
20:58:33design error. It doesn't mean that you
20:58:36have don't have a clickable element. It
20:58:39is the only option. It can be also that
20:58:42something which is not properly designed
20:58:45or you can say the link is present and
20:58:47it is showing to 404 means not found
20:58:49page. So user will get frustrated. Okay,
20:58:52let's take a very simple example. Um,
20:58:56suppose I have a I have created a
20:58:58website of e-commerce. I am selling
20:59:02t-shirts online, right? And now there is
20:59:04a big billion day sale or Diwali I have
20:59:07launched an offer that from 14th of
20:59:10September to 30th of October
20:59:13uh we we are having a sale of 50% off on
20:59:16all t-shirts. So on the web page I have
20:59:19given a list of t-shirt with their color
20:59:21design and there's an option of add to
20:59:23cart. When people comes there and if
20:59:27they are not able to click on add to
20:59:28cart they will get frustrated because
20:59:30this is the only option for purchase or
20:59:33you can say this is the first step that
20:59:36people can uh click on add to cart and
20:59:39then check out but they can't reach the
20:59:41first step because it is not clickable
20:59:44or if it is clickable but it is
20:59:46redirecting to some 404 page or not form
20:59:49page right or the design is not proper
20:59:53there might be a design error. Right? Uh
20:59:56t-shirt view is not properly visible. It
20:59:58is getting cut off from the bottom.
20:59:59Something like this. Right? So there can
21:00:01be multiple ways that user gets
21:00:03frustrated and they're not able to click
21:00:05in that uh zone. Heat map assist that
21:00:09yes these are some specific areas where
21:00:11you need to analyze. Okay.
21:00:16Then
21:00:18again [clears throat]
21:00:19it analyze how long user can hold their
21:00:21attention. It measure users engagement
21:00:24with the content. Again, content plays a
21:00:26very important role here and it's it is
21:00:29very important to uh hold or retain your
21:00:33customer at least for few minutes or
21:00:36seconds, right? It's not like they will
21:00:38come and get back. So, it will increase
21:00:40your bounce rate. So it also let you
21:00:43know with different color like uh red
21:00:45one is the most engaging one then the
21:00:47least engaging one is the yellow one and
21:00:49the bottom is the green one where the
21:00:51people are not scrolling. Okay
21:00:55then we have heat map and its benefits
21:00:58again it helps in website redesigning
21:01:02again. So you can see here that
21:01:06marketing tactic is important but the
21:01:10appearance of your website is it should
21:01:12it is also important right. So like uh
21:01:17if the graphic element is not proper,
21:01:19design is not proper again it will make
21:01:24you know customer to leave your website
21:01:26and there you can improve because heat
21:01:29map will assist you that these are some
21:01:31area where the page is not opening
21:01:34properly or you can say that in the
21:01:37mobile device it is not opening fully
21:01:40right it is not mobile friendly while it
21:01:42is working on a desktop. So whatever the
21:01:44page you have, whatever the graphic you
21:01:46have on your website, it should be
21:01:48compatible, it should be user friendly.
21:01:51Okay, it should be compatible on all
21:01:53devices. So let's take a very simple
21:01:56example.
21:01:58Uh if you want to see
21:02:07mobile friendly checker, uh there are
21:02:10multiple tools, right? So if I want to
21:02:13see from
21:02:33so this is fine actually there is no
21:02:35issue. Uh let's take any other example.
21:02:42Suppose I want to see the test of this
21:02:45particular page. It is a free tool. You
21:02:48can use different tool also. But
21:02:50basically Google search console is
21:02:51important one where you can see some
21:02:53core web and friendly appearance if it
21:02:55is appearing or not.
21:03:01Now you can see your page needs
21:03:03improvement. 83 mobile performance
21:03:06score. You can see here it is opening
21:03:08like this. Now if I accept the cookies
21:03:11the form should be scrolled here right.
21:03:13So what are the criterias here? So here
21:03:17you can analyze that yes I need to just
21:03:20check what are the important areas that
21:03:22I need to fix on my web page so that it
21:03:24can appear good in mobile devices also.
21:03:27Okay then [clears throat] a object b
21:03:30testing basically it provides you two
21:03:34different versions. So no you know that
21:03:37whenever we launch any campaign there
21:03:39should be always a backup or you can say
21:03:42there should be two version number one
21:03:44the original version number two once the
21:03:46marketing has been performed. So you
21:03:48will see the difference on most of the
21:03:50elements I mean in which of the
21:03:52important uh screen or pages people are
21:03:55visiting. So you can just test. Okay. So
21:04:00uh it also helps in a oblig testing.
21:04:03Heat map can heat maps can give you the
21:04:05information about how visitor behave
21:04:07differently on different page. Suppose
21:04:09in the first page you have created a
21:04:11contact us form on the very bottom and
21:04:13then the second page you have created a
21:04:15contact us form on the extreme right. So
21:04:17you will see where the people are
21:04:20basically getting engaged. Based on that
21:04:22you will take a decision that yes I can
21:04:25proceed for this particular uh landing
21:04:28page because people are mostly coming
21:04:30from this source. Okay. Now accessing
21:04:34heat map. So we can see it's a very
21:04:36general example. There's a uh under the
21:04:39sea there's a you can say jellyfish like
21:04:42that. So number one is the original
21:04:44image. Number two is the original image
21:04:47with a heat map. So you can see the
21:04:49yellow marks here means people have
21:04:51basically clicked here. Might be they
21:04:53were checking some information you know
21:04:56any research or any biology students
21:04:58were looking for this right. So heat map
21:05:00will let you know about uh these uh
21:05:03stats the specific stats where the
21:05:05people are basically getting engaged.
21:05:09Then again how it is accessible. So it's
21:05:12a very general example. There is a grid
21:05:14column. it divided into the uh image.
21:05:17You can see each image is divided into a
21:05:19grid and basically heat map um depicts
21:05:23the relative insensity of the values by
21:05:26allocating some you know numbers. So you
21:05:28can see here these are some numbers
21:05:31given
21:05:33okay
21:05:35and numbers are given and you can see
21:05:38the allocation has been there with the
21:05:42you know the most clicked ones with
21:05:44within a red color. Okay. So heat map
21:05:47uses a warm to cool color spectrum to
21:05:49show which part gets maximum attention.
21:05:52So if I get back here so you can see
21:05:54this was the part the yellow mark it is
21:05:56having the highest number 10. So you can
21:05:59see uh this zone the middle one 3 10 5
21:06:04it is having a unique and different
21:06:06color it's it's represented in a dark
21:06:08way. So red is the most having the
21:06:10highest one the point is 10 for green it
21:06:13is three and for you can see this yellow
21:06:16is having five. So it is you know some
21:06:18grid information which is basically
21:06:20accessible by heat map right and it
21:06:24doesn't mean that it will follow only
21:06:25the same rule it can divide into some
21:06:27other ways like infographics or you can
21:06:29say a graph right x-axis y-axis
21:06:32something like this and they will just
21:06:34get the information to make the things
21:06:37very simple for us right not to make the
21:06:40things complex to make the things very
21:06:42simple
21:06:44now again uh it is basically
21:06:47As I was saying divided into a grid form
21:06:49with x-axis or y-axis like here we can
21:06:51see the display the value for primary
21:06:53variable across two axis at grid colored
21:06:56squares right and the axis further are
21:07:00divided into the bar charts or
21:07:02histograms and the color represent the
21:07:05value of the primary variable in their
21:07:07corresponding range like age, weight,
21:07:10height. You can see the uh graph here
21:07:13and uh numbers will be allocated like
21:07:16you know on the depends on the criteria
21:07:18what you are looking for for a
21:07:20particular age or category right then we
21:07:24have again the
21:07:26uh accessing using heat metrics using
21:07:29heat map. So it will let you know about
21:07:31the scroll depth. So you can see the the
21:07:35top scroll means the red depicts a
21:07:38percentage with red being the 100% and
21:07:42black being the 0%. So basically you
21:07:45know when someone comes to your website
21:07:48okay and
21:07:51they basically want to see on the first
21:07:54four lines on the top of your screen the
21:07:56important thing which is getting more
21:07:58engageable then they will move down it
21:08:01is less engaged and then they will slide
21:08:04down more it will having low engage but
21:08:06in some cases you will see bottom is
21:08:10having more engagement but in general
21:08:12way as per the criteria which we have
21:08:14analyzed that most of the people want to
21:08:16see the information of the first few you
21:08:19know 40% of the screen that's why you
21:08:22can see here that heat map for scroll
21:08:25depth is colorcoded where each color
21:08:27depicts a percentage with uh red being
21:08:29is having the highest and yellow and
21:08:33blue is having light blue is having the
21:08:35low lowest and uh dark blue is having
21:08:37the uh sorry black is having the 0% okay
21:08:42Then click trends. Here you can see it
21:08:46features red to signify the most
21:08:48interaction means again it is a crazy
21:08:51information which you are using the form
21:08:52of heat map that basically where the
21:08:54people are mostly clicking right and the
21:08:57mouse movement suppose I am moving the
21:09:00mouse on my screen on this particular
21:09:02section. So it will get highlighted with
21:09:05a cluster. So it will shows that yes I
21:09:07have spent my most of the time here
21:09:09because it is most engageable part for
21:09:13me. Okay.
21:09:16Now confetti report. So I will show you
21:09:19with live example for this.
21:09:22Now guys you can see here the blue mark
21:09:25it is getting more engaged. Can you see
21:09:27here? Right. This one the home you can
21:09:32see a lot of clicks on the upper side
21:09:34also. Why? If I want to say here this is
21:09:37the upper side because it is clickable
21:09:40this one. Okay. Or you can say this one.
21:09:44This is clickable. That's why it is
21:09:46having the more uh most received clicks.
21:09:49Then you have a Facebook links,
21:09:50Instagram link. It is all working.
21:09:53That's why some of the people are
21:09:54visiting. Here you can see the blue blue
21:09:57type you know heat map showing. Then
21:09:59again after this I have a more
21:10:01information. I mean we have a more views
21:10:04here. The blue surrounded one. You can
21:10:06see the address part. Definitely in the
21:10:09contact us people will come here to see
21:10:12this right. So you can say here it is
21:10:15having a more you know getting uh
21:10:19clicked by the visitor or visited by the
21:10:21visitor
21:10:22your customer. Then again we can see the
21:10:26contact links few information few clicks
21:10:30are at the bottom here because this is
21:10:33also information for navigation.
21:10:35Definitely people will come and click
21:10:37here. But what we can say here the most
21:10:39of the people are getting engaged on the
21:10:41upper little bit on the header and
21:10:44mostly on the right side of the middle
21:10:46section. So this is what the page is all
21:10:50about. So we have to make sure that this
21:10:52link should be working properly. Right?
21:10:54All address should be properly optimized
21:10:57with the correct information. This one
21:10:59is not clickable. I can see
21:11:02second one. This one is not clickable
21:11:04but this one is clickable. So definitely
21:11:05people are looking for clickable option
21:11:07here. That's why we have a bunch of you
21:11:11know uh people who are visiting and
21:11:15clicked on our screen. Okay.
21:11:24Now moving to the confetti report. So we
21:11:27will show I will show you in the same
21:11:30crazy egg about confetti report your
21:11:33overlay report. Okay.
21:11:36Now what is confetti report? It is one
21:11:38of the most important tool to get
21:11:40granular details means the minor
21:11:42specific details about your website
21:11:44audience and it is generated based on
21:11:47actual clicks. Right? So you can see
21:11:51there is a red color granular small you
21:11:55know uh small dot type of thing here. So
21:11:58if I want to see granular report so I
21:12:02can click on dead clicks.
21:12:05Now again you can see here the confetti
21:12:07view in confetti report when I will I'm
21:12:11clicking here it is showing
21:12:14these insights. Now you can see it is
21:12:18the arranged to the according to the
21:12:20clicks. You can see here the most
21:12:22clickable on the homepage 21. Then you
21:12:25have shop.ba fence 19 clicks. Then from
21:12:29search engine people are coming 14
21:12:31clicks from Google 13. In this way you
21:12:34can see in the confetti report the you
21:12:36know the most important clicks or you
21:12:39can see the referral. This is refer
21:12:41which is mentioned here. People are
21:12:43coming right. So you can see the dots
21:12:46again. You can see the dots here. It is
21:12:48a part of quantity report where you can
21:12:51see you can organize leads to most
21:12:54click. So through chat GPT and the
21:12:56highest click is at at the bottom. So
21:12:59you can see the confetti report of the
21:13:02clicks. Now here you can see another
21:13:05option if you want to you know uh you
21:13:08want to see how the people are clicking
21:13:10on which source on which platform on
21:13:12which device right. So you can come here
21:13:16and see like from which country they are
21:13:19coming. India is having the most 52 then
21:13:22USA 41 from India basically the
21:13:25marketing person like I I'm using it or
21:13:28you must be using it from US one people
21:13:31are coming then from Nigeria right or
21:13:34then you have new and returning. So
21:13:36returning is 70
21:13:3970 people and new are 42. Similarly, you
21:13:42can see the what are the search engines.
21:13:45So, none none means it is not being
21:13:47tracked. The 85 is having the highest
21:13:49one. Then from Bing, 14 people are
21:13:51coming and from Google 13 people are
21:13:54coming. Right? Then you can go for the
21:13:57RA clicks in the frame way. Let me show
21:14:00you the device. You can see here desktop
21:14:04is having the highest one means 93 and
21:14:07phone I mean the device phone is having
21:14:10only 19. So definitely here we can
21:14:14gather one information that people are
21:14:16basically coming through desktop. We
21:14:18need to increase the capacity of our
21:14:21phone I mean the mobile device. We need
21:14:23to target customer in the phone way
21:14:26also. So basically we have to see
21:14:28whether the design is proper or not
21:14:30which we were discussing few minutes
21:14:32ago. Okay. Then operating system you
21:14:35have
21:14:36Windows Linux each and every you can
21:14:38come here then a browser Chrome. Chrome
21:14:42is having the highest ed Safari. So in
21:14:44this way we can see what is my
21:14:47>> [clears throat]
21:14:47>> uh confetti report and we can analyze
21:14:50the data based there. Okay.
21:14:57>> [clears throat]
21:14:59>> This is what we were discussing. So it
21:15:01displays the it shows each click on the
21:15:03website matrix to drill down the details
21:15:06depending on the you know various
21:15:07metrics. Uh these colors there are
21:15:10different colors uh can be the color
21:15:12coded but you know indicating the
21:15:14referral source by default. So we were
21:15:16checking and we can see it was showing
21:15:18some referral source while
21:15:24let me just again
21:15:26refresh it.
21:15:31See again here by default referral is
21:15:34coming that's why it is mentioned here
21:15:37the
21:15:38uh reveals your website nature and
21:15:40traffic in the form of some colors and
21:15:43it also you know provides insights about
21:15:47the website nature and the source of
21:15:49traffic which we were just checking
21:15:51along with the days and week so already
21:15:53I have selected a date you can see it's
21:15:56for August 20th right so till August
21:15:5920th how many visitor we have just
21:16:00tracked so it is showing here. Okay.
21:16:04Now, uh there is some basic example of
21:16:08confetti report, right? There is a
21:16:10business which wants to increase the
21:16:13number of people who decide to you know
21:16:15try to try the product
21:16:18and with the help of quantity report
21:16:22you can observe the days when the
21:16:24maximum number of uh user are clicking
21:16:26on the form. So you know Saturday and
21:16:29Sunday is a weekend just very simple
21:16:32example like in the Saturday Sunday
21:16:34there is a heavy you know most of the
21:16:36people gathered in the mall day of malls
21:16:39I'm just taking one example of Naida
21:16:41right so why because it is a weekend
21:16:44Saturday and Sunday you can see the
21:16:46movies are mostly houseful because it is
21:16:48a trend so it is a way when the people
21:16:52will try the product so you have to
21:16:53analyze that what are the important days
21:16:56where the maximum users are coming. So
21:16:58you will analyze from the report. Okay.
21:17:01From Monday, Tuesday, witness day we
21:17:03have a this type of traffic. Then again
21:17:05Saturday, Sunday it is going up. It
21:17:07means people are getting engaged on the
21:17:08weekends. Or if it is any software type
21:17:12of you know any software which you have
21:17:14created. So you will see from Monday to
21:17:16Friday people are working on that
21:17:17software because it is a working day for
21:17:19most of the agencies most of the IT
21:17:22companies. Okay. Then based on that, so
21:17:25here's one example regarding one product
21:17:28and uh with the confetti report you can
21:17:30see u what are the maximum clicks
21:17:33generated on which particular day then
21:17:36you can set set up an email campaign.
21:17:38Why I'm saying here because you will see
21:17:41that yes these are few people or
21:17:44specific group of people who are coming
21:17:46to my uh website and they have clicked.
21:17:49So let's target them through email
21:17:50campaigns. give them some you know
21:17:53alternatives some discounts some offers
21:17:55so that they come and you know try to
21:17:57engage you can try to engage with them
21:17:59with your email campaign then achieve
21:18:03the desired goal if yes I mean if the
21:18:06people are interested they will come
21:18:08back they will reply with to your mail
21:18:12and they will ask for more information
21:18:14or they can be your converted customer
21:18:17in future
21:18:19right then we have a scroll [snorts]
21:18:21Scroll maps. So again a [clears throat]
21:18:24scroll map when you scroll down on the
21:18:26website you will see how far uh do users
21:18:30scroll down on the website what they do
21:18:31as scrolling when they resume you where
21:18:34they are being dropped off permanently.
21:18:36Okay. So it will just a basic overview
21:18:38that people are getting you know engage
21:18:40on your website through scroll map. Now
21:18:43the important thing here it identifies
21:18:45where user visits the most important
21:18:47content of a website. important content
21:18:49should be placed higher on the page of
21:18:51course. So let's take a let's take a
21:18:53very simple example when you are having
21:18:56your your when you are in your college
21:18:58know in the college time we have a
21:19:00examination and you got a question paper
21:19:04okay and uh you know that you have to
21:19:07attempt all question but you will start
21:19:10with that question which you know the
21:19:13best answer okay so you will answer
21:19:16writing for that question which are
21:19:18having a full information the same thing
21:19:20applies there. So while creating a
21:19:22website you have to make sure that
21:19:24important content should be placed on
21:19:26the higher of a page, right? So like uh
21:19:31just a very simple example.
21:19:34This is my website.
21:19:36Okay.
21:19:42Now you can see the shop our fans
21:19:44product. The important information I
21:19:46have mentioned here. This is the
21:19:48collection page. You can see and the
21:19:50products are listed here or if I want to
21:19:53say here like
21:19:58now the important information can be
21:20:00your banner also can be your video also
21:20:03can be your ad also now you can see here
21:20:06when I'm opening this homepage of the
21:20:07website the very first message is coming
21:20:11fall into stronger fencing enjoy 10%.
21:20:14Means it is talking about discount offer
21:20:18right again you can see contact us we
21:20:21got extra saving for you. This is what
21:20:23you can uh track for potential customer
21:20:27right this is what it is mentioned here.
21:20:29So it is always important to place your
21:20:32content on the page on the higher side
21:20:35on the top front. If it is a blog then
21:20:38definitely in the blog section you have
21:20:39to write in content in such a way that
21:20:41the information should be very specific
21:20:42and to the point. Okay.
21:20:46Then again
21:20:48through scroll map you can determine
21:20:50your web page content length right
21:20:53whether it is fine or not whether it is
21:20:55properly scrollable or not. Is there any
21:20:58problem then the people are scrolling my
21:21:00website in the mobile phone and they're
21:21:02not able to scroll fully because it is
21:21:05not mobile friendly. It is not fitting
21:21:08to the mobile site. So this is what a
21:21:10scroll map can track the things and you
21:21:12have to make sure that whatever the web
21:21:14page you have it can work on every
21:21:16devices
21:21:19and the important information should be
21:21:22placed higher on the page so that it can
21:21:24be easily read by the user. you know the
21:21:27tagline any offer or you can send a
21:21:30discount it should be placed higher on
21:21:31your uh web page
21:21:36then uh
21:21:40it aids in understanding if the website
21:21:42has a false bottom
21:21:45right false bottom basically means uh
21:21:48you know when you are scrolling the
21:21:51website in the phone okay and you have
21:21:55just scrolled here and you have not
21:21:57moved below you have missed it because
21:22:00you are not aware of it because the more
21:22:02content can be visible at the bottom but
21:22:04you are not aware of it. So this is
21:22:06called false bottom means user are not
21:22:08able to see the content that there is
21:22:10more content on the bottom of the site
21:22:12or on the right hand of the site. Okay.
21:22:15So the sharp drop of user at an
21:22:18unexpected point due to website parts
21:22:21being cut off by design. It can happen
21:22:23because of the design. Wrong design has
21:22:26been implemented, wrong graphics or
21:22:28irrelevant design or irrelevant
21:22:30graphics. It can be any reason. Then
21:22:34[clears throat]
21:22:35it also depends on the average user
21:22:37screen size which I I was telling you
21:22:39that clarity should be there that
21:22:41whatever the web page you have there
21:22:44should be you know it should be
21:22:45compatible with your device with the
21:22:48bottom or border of what users see
21:22:50before scrolling. It also helps to
21:22:52identify the average screen size of the
21:22:54user. Right? So average fold is the
21:22:57bottom of what user can see and it can
21:23:00be calculated by clarity. If the things
21:23:02are clear then there will be
21:23:06[clears throat] no
21:23:07disadvantage.
21:23:09You will have a more chance of
21:23:10conversion. This is what we are doing to
21:23:13make the things very clear for our
21:23:15customer that they can easily navigate.
21:23:17That's why I'm saying user friendly
21:23:18every time. User friendly. User
21:23:20friendly. Okay.
21:23:23Then we have critical [clears throat]
21:23:25issues
21:23:31through crazy and scroll map. You can
21:23:33see that [clears throat] uh what are the
21:23:37issues that we need to fix it. Okay. And
21:23:40it can helps you to identify the number
21:23:42of user affected by a particular
21:23:44specific change. Right? And thus enable
21:23:47fixing the most severe problem first. If
21:23:50the people are coming and on the
21:23:52homepage on the top one you can see
21:23:54there is a you know some u critical
21:23:56issues are mentioned there like the
21:23:58button is not working the page is not uh
21:24:01redirecting or it is not clickable right
21:24:03so definitely you have to fix it
21:24:07then we have overlay report so for
21:24:09overlay report I can show you on
21:24:13this example
21:24:18let me just
21:24:21connect with the pair.
21:24:25[clears throat]
21:24:29So in the overlay report it basically
21:24:31you know display it shows the element on
21:24:34the page that received clicks and are
21:24:38represented with a plus sign right it
21:24:41will show you with the plus sign. So
21:24:43blue color marked fewer clicks and the
21:24:45red color marked with more clicks. So
21:24:48let me show you
21:24:50suppose I am coming here
21:24:53and uh yeah you can see here this is the
21:24:56overlay report. If I'm clicking here
21:25:00now
21:25:02you will see yes
21:25:06the plus sign here right? So blue means
21:25:10the fewer clicks, few clicks are here.
21:25:14Green means few more clicks but not too
21:25:16many clicks because red is having the
21:25:18highest click. But but here we can see
21:25:21we don't have a red click. It means
21:25:23people are not click clicking too much
21:25:24here. Right? So if you see here if I
21:25:28click on the plus sign right
21:25:32like this. So it's one click one click
21:25:36it's 2% of overall right when I'm coming
21:25:41here suppose the
21:25:44phone number or you can say the email ID
21:25:48green one five clicks so three people
21:25:51have clicked okay it is 1.2% 2% of your
21:25:55overall click from this page.
21:26:00Right now, uh
21:26:03I'm moving to the next part.
21:26:07Now, see there is a black click here.
21:26:09Black means the people are not getting
21:26:11engaged.
21:26:13Okay.
21:26:15You can see it's a dead click. You can
21:26:17say a dead click here. The black one.
21:26:22Four people have clicked. that not able
21:26:24to engage. If I want to see like u the
21:26:32suppose contacts button and I want to
21:26:35see people have cl you can see the
21:26:37referral 50% coming from google.com and
21:26:4050% from shop beta there are two clicks
21:26:44now again you can just see the operating
21:26:46system browser each and everything in
21:26:48the same way I want to see the browser
21:26:50it's from Chrome if I want if I want to
21:26:53see the device. So obviously from
21:26:57desktop. Okay. So this is what we have
21:27:01here in our overlay report. Right?
21:27:05Now you can see the same thing here.
21:27:06This report segregates the web page
21:27:08element depicts the total number of
21:27:09clicks. The click percentage and element
21:27:11matrix. So like here the snap snapshot
21:27:14is of returning and new. So you can
21:27:16easily come here and just uh click for
21:27:19new and returning. So 50% new and 50%
21:27:22returning. Two people have split. So in
21:27:24this way we can see how overlay is
21:27:28working. How the overlay report is
21:27:29working. Right now the type of views
21:27:32live view it shows uh click on the live
21:27:35website. Other views it shows click on
21:27:38the non-live and use gray markers both
21:27:41views. It shows both simultaneously. The
21:27:43same thing if you come here you can see
21:27:46live then other then both. Right? So
21:27:50this is the same we are talking about
21:27:52here.
21:27:55Then uh it this report provides you the
21:27:58detail on non-clickable element that is
21:28:00still attract clicks like the black one
21:28:04right this is a non non-clickable
21:28:06element. So it is the most engaging part
21:28:09because in the previous snapshot we saw
21:28:11that people are mostly engaging here.
21:28:13Okay.
21:28:15The information on the popular live
21:28:17elements the knowledge of an effective
21:28:19messaging. So based on that you will
21:28:21create or design your website in such a
21:28:23way that it is useful for the user in
21:28:25the form of message they will get the
21:28:27information
21:28:28the which they want. Then uh there is a
21:28:32example of company blog this report uh
21:28:36talking about adding a product link.
21:28:38Suppose there is a e-commerce website
21:28:40and you know some uh information is
21:28:43there in the form of product and you can
21:28:45just see how many people have have done
21:28:47add to cart you know and check out and
21:28:50how many people have clicked on submit
21:28:52now button by filling the form. So this
21:28:54is one basic you know example mentioned
21:28:56here. Then uh list reporting crazy
21:28:59recordings. So um
21:29:03I can show you the crazy egg recordings.
21:29:06Uh yeah. So let me just close it. You
21:29:11can see here recording option is coming.
21:29:14In the recording option
21:29:18you can see u how the recording has been
21:29:22done. Suppose I take any recording from
21:29:26here like uh just take
21:29:30this one. Okay.
21:29:33Now I have opened the recording.
21:29:38Now you will see how the people are
21:29:40performing.
21:29:46Now you can see here someone is
21:29:48scrolling down. This is a recording of
21:29:5113th September. Can you see here? And uh
21:29:55on the you can see the it is showing in
21:29:58second wise right? It is moving. Then
21:30:00mask it means it is not being tracked.
21:30:04in between in the 28th second
21:30:10then you can see uh it's going on.
21:30:15So let me go to that area where the
21:30:18people are basically facing the issues.
21:30:23You can see here again unknown resource
21:30:26error that click. Okay. So let me show
21:30:30you one more recording because it is a
21:30:32very basic and might be people are
21:30:35having some you know uh issues. Let me
21:30:39see is it working?
21:30:43I think yes this is a good recording
21:30:46where you can analyze the data fully.
21:30:59Now see uh page is opened and
21:31:04someone has selected masked and
21:31:12item I frame content not track in 08
21:31:16second 19 second 20 then you can see
21:31:18again clicking continue
21:31:22so you can see the cursor here which I'm
21:31:24mentioning quick right so let me show
21:31:27you the issues and He has selected add
21:31:30to cart and
21:31:35he's scrolling down.
21:31:42You can see some of the item frame is
21:31:44not trackable from the customer side.
21:31:46Now he's clicking on add to card.
21:31:50Now from [clears throat] add to cardart
21:31:51what he will be doing. Let's see.
21:32:00So he is scrolling down again. So in
21:32:03this way you can see the recording and
21:32:05you can see here the some clusters. It
21:32:08means it is being engaged and having
21:32:11some action right. So he's moving to the
21:32:14shopping cart right and you can see here
21:32:17the errors are showing submit form and
21:32:20dead clicks are showing here. Right? If
21:32:22I'm clicking on error, so you will see
21:32:25what type of of error we have. If I'm
21:32:28clicking here unknown resource, you can
21:32:30see the error error message error on the
21:32:32script. Visitors countries US September
21:32:357th, right? So this will let you know
21:32:38about how the people are engaged through
21:32:40recordings. I mean recording is for you.
21:32:43You can see how the people are behaving
21:32:45on their website. If there is any issue,
21:32:48it will show you on the right side.
21:32:50Okay. So if I'm going back you can see
21:32:53these are some recordings and it is
21:32:55showing error and dead click. So if I'm
21:32:58clicking error so it will show you the
21:33:00error right it will come here and while
21:33:04watching you can see about the error and
21:33:07you have to fix it. Okay somewhere you
21:33:10will see slow loading. Definitely there
21:33:12are some pages might be slow loading
21:33:14right. So while watching the video
21:33:17recording you can see how the the
21:33:21website is going slow and what
21:33:22precaution you can do in the next step
21:33:25for your website. Okay.
21:33:28Now uh report benefits again uh visitor
21:33:31preference for the links of buttons. It
21:33:33determines the vis interaction with the
21:33:35moving page. Just now we saw that how
21:33:37the people are moving. They have
21:33:38scrolled. They have accept the cookies.
21:33:40They have clicked on add to cart. Again
21:33:42they scroll down. Right? Then it
21:33:44quantifies the page engagement using
21:33:46numbers. Right? So 17 people 17 times
21:33:49that uh website has been you know
21:33:51clicked by the people on the same uh
21:33:54time zone.
21:33:56Then the recording already we have
21:33:57checked the recording. It will let you
21:33:59know about the website interaction and
21:34:01shows the customer journey
21:34:03and the again the tags here. Then yes so
21:34:06it this is all about the crazy egg basic
21:34:09snapshot and overview. Okay. So now we
21:34:13are moving to the next part of our
21:34:15session which is measuring metrics and
21:34:20calculating ROI.
21:34:26So measuring the effectiveness of
21:34:27display campaigns.
21:34:29Okay.
21:34:31So you will see here
21:34:34about display campaigns. Uh display
21:34:37campaigns create visually engaging ads
21:34:39to the relevant audiences. So let's
21:34:41understand what display campaigns are.
21:34:46You will find display campaigns in the
21:34:47form of you know uh some animation or
21:34:50infographics, some banner ads. So let's
21:34:52take a very simple example. Suppose you
21:34:54are shopping on Amazon or Flipkart. You
21:34:58like any iPhone you have checked you you
21:35:03will see the configuration but you are
21:35:05not interested in purchasing.
21:35:07Right? But when you go to your Facebook
21:35:11account,
21:35:13you are accessing your Facebook. When
21:35:15you scroll down, you will see in between
21:35:16you will get a same iPhone ad is coming
21:35:19because why? You have just went on
21:35:22Flipkart or Amazon to engage there. But
21:35:26you have been targeted through display
21:35:29campaigns. Right? This is what display
21:35:31campaign is. It is it facilitate
21:35:33facilitate one to reach relevant
21:35:36relevant audience through animation,
21:35:38infographics, banner ads, right? As they
21:35:42have browsed the website, apps or Google
21:35:44own properties. The effectiveness of
21:35:46display campaigns can be measured with
21:35:48the help of several display and metrics.
21:35:51So metrics and no metrics and dimensions
21:35:53are very important to measure display
21:35:56campaigns. Now here we have different uh
21:36:00uh uh options. Viewable impression it
21:36:04means it is set to be display campaign
21:36:06is set to be viewable when it is shown
21:36:09at least 50%. To on the screen for 1
21:36:13second and if it is a video it should be
21:36:16visible for at least 2 seconds then it
21:36:18is called viewable impression.
21:36:21Right? Next we have display impression.
21:36:23Display impression means it shows
21:36:26viewership based on your target audience
21:36:29and location. So this is important
21:36:31because the impression which you are
21:36:33getting it is based on your target
21:36:35location preferences.
21:36:37Right? Okay. So this is your display
21:36:41impression share. The next we have
21:36:45product relevant on-site interest. So
21:36:47this matrix uh it basically uh represent
21:36:51if there was an increase in the page
21:36:53views or new users or sessions or total
21:36:56user right so it is basically based on
21:37:00the some engagement people have filled
21:37:02some form and but somehow they are not
21:37:04able to purchase right so this is a this
21:37:07is one type of lead that you are getting
21:37:09through display campaigns based on
21:37:11interest again interest what is
21:37:14important here right product relevant
21:37:16onsite impressed. Okay. So
21:37:20we can see the display campaign here.
21:37:24Now some more attributes are mentioned
21:37:27here like positive up upheaval, right?
21:37:31So you know
21:37:33positive upheaval means that yes uh it
21:37:37is basically a part of your successful
21:37:39campaign because the customers are
21:37:41getting engaged means client interaction
21:37:44right. So it will come in the form of
21:37:47positive upheaval. Next is your direct
21:37:51organic paid and channel health metrics.
21:37:54Right? So this is another part for a
21:37:56display campaign that get website. Uh
21:37:58this display create awareness who
21:38:01directly perform any you know Google
21:38:03search or they will come directly by
21:38:06typing the website name or they will
21:38:09come through some referral source right
21:38:12through Forbes magazine anything apart
21:38:14from this apart from this display
21:38:16campaign so as to get boosting in your
21:38:18display campaign metrics.
21:38:21Then you have brand band brand banded
21:38:24search demand of course display campaign
21:38:27will increase your branding also how
21:38:30suppose
21:38:32let's see a very simple example if I am
21:38:35having a
21:38:39I'm just opening one example let me see
21:38:41if it is now you can see this is a
21:38:45display sponsored is coming right this
21:38:48is a display ad and you can see zero
21:38:50bounce is mentioned here. So whenever
21:38:54whenever any display ad will come, it
21:38:56will represent your brand name because
21:38:58in most of the display ad you will see
21:39:00the brand name is coming or brand logo
21:39:02is coming. Right? If you can see the
21:39:06flipart matrix or flipkart ad so it will
21:39:09be in yellow color there's option of
21:39:11flip cart right. So definitely display
21:39:14campaign can help you in increasing your
21:39:17brand. Right. Next is your impressions.
21:39:20So now we have varable impressions. So
21:39:24it's it is a standard matrix to
21:39:27represent the percentage of your ads
21:39:29based on target views. So let's
21:39:32understand what it is. It is a matrix
21:39:34basically based on your target audience.
21:39:37If your target audience is showing your
21:39:41uh target audience is uh can see your ad
21:39:44that's a good impression because it will
21:39:46increase the chance of a conversion. So
21:39:48what are its benefits? So it will
21:39:50provide you
21:39:53matrix to capture the superior matrix to
21:39:56capture the number of ads. Okay. It will
21:39:59let you know [clears throat] about that
21:40:00yes how many times the ads are being
21:40:03seen. Then
21:40:06uh it can help you to strategize to
21:40:11improve your ad performance. The second
21:40:14point right [clears throat]
21:40:15you can increase and optimize the
21:40:17performance of your ad based on the
21:40:19targeted customer what they have done
21:40:22okay and you can increase your
21:40:23performance for that particular campaign
21:40:26then it calculates the shift from
21:40:29impression sub to impression view
21:40:32so it means suppose I'm just taking a
21:40:35very basic example suppose uh software
21:40:38tools
21:40:42Now I can say here like suppose this is
21:40:45my website
21:40:47reuses.com right I have typed this query
21:40:51I can see that I will I will visiting
21:40:54this this website not this website so
21:40:56this website will get viewed also and
21:41:00they also get served because people are
21:41:01coming here but my website is only get a
21:41:04viewed it is not getting served that's
21:41:06why the same information is mentioned
21:41:08here it will helps you to understand
21:41:09from impressions to get impression
21:41:12viewed Or you can increase your the
21:41:14engagement of your customer. Then we
21:41:17have improvement. It basically optimize
21:41:19the page for viewability, the loading
21:41:21time and a object B testing.
21:41:25Non-able impression means uh the ad was
21:41:28not shown for a specific time. There can
21:41:30be multiple reason like uh you can
21:41:32scroll down before the ads appear or the
21:41:35viewport is not proper. it is not
21:41:37aligned with the you know uh compatible
21:41:40with the devices or is scrolling before
21:41:42the ad is spot filled or you can say
21:41:45that ad was loading I have a scroll down
21:41:47so there can be multiple reason that the
21:41:50impression uh for non-viewable
21:41:52impressions okay
21:41:56now next we have uh eligible impression
21:41:59it is
21:42:01uh it is an impression uh basically
21:42:04which let you know about the eligibility
21:42:07And you can say the impressions are
21:42:09eligible if they're having the active
21:42:10view tag enabled. Active view tag
21:42:13enabled is basically a Google tag or
21:42:15JavaScript tag that is being you know
21:42:17updated uploaded on the display campaign
21:42:19to track in the form of recording in the
21:42:22form of you know the vistor's
21:42:23performance right then another way is
21:42:26ping back calculated impression. This
21:42:29was an old you know um old method people
21:42:32were using but basically now everything
21:42:34is getting optimized to active view
21:42:36enabled tag.
21:42:38Now again we have measurable and
21:42:41non-measurable impression. Measurable
21:42:43means which can be measured with active
21:42:45view technology means having that tag
21:42:49foot track you can measure. This is
21:42:50called measurable
21:42:52uh active uh measurable impression and
21:42:55non-measurable
21:42:59non-measurable basically it the ad is
21:43:01displaying but it cannot be measured
21:43:04because active tab is not enabled there
21:43:06or it is not updated or uploaded on the
21:43:11website or your campaign right so
21:43:14eligible impression becomes measurable
21:43:16right when they can be recorded by
21:43:18active view Okay, you can see the
21:43:20performance of your you know uh
21:43:23customer, how they are moving to the
21:43:25page, what they are doing, what they are
21:43:28clicking, how they are filling the form.
21:43:30Okay.
21:43:36So next we have impression share and
21:43:39lost impression share.
21:43:43So let's understand what is impression
21:43:46share means. Impression share is
21:43:48basically the impression
21:43:51which you have received for your
21:43:52campaign upon total eligible
21:43:54impressions. Right? So impression share
21:43:57refers to the percentage of impression
21:43:58received by an ads compared to the total
21:44:01total number of impression that the ads
21:44:04could get. Right? So if I want to say
21:44:07here, let me show you with one example.
21:44:13You can see here impression your
21:44:15impression [snorts] divided by total
21:44:17impression into 100 right. So
21:44:22suppose you have a impression of you
21:44:26know 100 and the total eligible
21:44:29impression is 200
21:44:32right so in this way you can calculate
21:44:34that out of 200 you received only 100 of
21:44:37your impression which is only 50%. Okay.
21:44:41Now the next we have impression share
21:44:43and loss impression share. Right. So
21:44:47impression share refers to the
21:44:50percentage of those impression where the
21:44:53ads are appearing. Right? Sorry the ads
21:44:57are appearing but very few very few
21:45:00customer can reach to your ad. So low
21:45:04impression share suggests that the
21:45:05keywords are matching customers are
21:45:07coming but the ads are not appearing in
21:45:09that frame properly. So here you can see
21:45:14your ads are not showing enough as
21:45:16compared to your competitors. Your
21:45:19competitors are showing with 100 ads per
21:45:22day but you can show only 20 ads per
21:45:24day. It can be the multiple reason low
21:45:27ad rank, low budget, low relevance.
21:45:29Suppose you have 1,000 total eligible
21:45:32impression for your keyword and you you
21:45:34got only 200 impressions. So impression
21:45:36share is equal to
21:45:39your 20%. Okay. So as per the formula
21:45:42total impression 200 upon 1,000 into
21:45:45100. So you will get impression of 20%.
21:45:48Now the question is this is very low
21:45:51impression. What about 80%. So this 80%
21:45:55will come to your loss impression
21:45:58right. So this 80% will come to your
21:46:00loss impression because you are not up
21:46:02to the mark as compared with your
21:46:03competitor. Okay. So loss impression uh
21:46:06let you know about the percentage of ads
21:46:09that did not appear due to insufficient
21:46:11budget or you can say some poor ad
21:46:14ranking or having a low relevancy of
21:46:18your ad right to the total number of
21:46:20eligible impression.
21:46:22So your budget is too small. Your bids
21:46:25quality score are too low. Right? So in
21:46:27the same way if you are having 1,000
21:46:29eligible impression you got only 200. So
21:46:31it means you are losing 800 impressions.
21:46:35Right? So if the system says it budget
21:46:38is equal to 50%, it means half of the
21:46:41misses were because of your budget was
21:46:42too low. So in one line summary we can
21:46:45say here low impression means I didn't
21:46:47get enough visibility
21:46:50just like my competitor. Okay. And lost
21:46:52impression means from the low impression
21:46:54what were the impression which we have
21:46:56lost because of that budget or the rank
21:46:59or you can say the relevancy. Okay. This
21:47:02is what the example we have for our
21:47:04impression share and loss impression
21:47:06share. Now we have ROI return on
21:47:10investment that uh let's take a very
21:47:12simple example.
21:47:14Um you have a marketing spend of 10,000
21:47:21okay and you achieve
21:47:2620,000 just double you have spent 10,000
21:47:29you have achieved 20,000 so you can
21:47:32measure your ROI in terms of performance
21:47:35that yes I have just gained uh double
21:47:38right so it shows how an investment
21:47:41benefits the company evaluating creating
21:47:44new business opport opportunities right
21:47:46so it defines the measures measurement
21:47:48of profitability right uh it also help
21:47:52you to do a comparative analysis and it
21:47:54is easy to calculate so in the next
21:47:56slide you will see different formula for
21:47:58you know calculating ROI
21:48:02so number one we have ROI is equal to
21:48:04net profit upon cost investment which
21:48:06which I was saying that not net profit
21:48:08you are having 20,000 and the cost you
21:48:12have spent 10,000
21:48:13Right? And you can see you have just
21:48:16gained uh 200% of your ROI. The second
21:48:21method that uh money investment gain
21:48:24upon investment base. So money gained
21:48:26minus money spent upon amount of money
21:48:28spent which you have uh used in your
21:48:30campaign.
21:48:33Then u this is uh related to calculating
21:48:37campaign attributable ROI. So this is
21:48:41the formula right it is sales growth
21:48:45minus average organic sales growth minus
21:48:47marketing cost. So a very general
21:48:51example we have that uh month over month
21:48:55sales growth is directly attri
21:48:57attributable to the marketing campaign.
21:48:59To overcome this challenge, the ROI of
21:49:01for a marketing campaign is calculated
21:49:03by evaluating the difference between
21:49:05your marketing cost sales growth from
21:49:09that business or the product divided by
21:49:11the marketing cost here. Okay. So if I
21:49:16if I calculate it here, so let's take a
21:49:19very simple example. There is a growth
21:49:21of 4% average organic sales, right?
21:49:26and uh you have spent $10,000 campaign
21:49:30for a month. Okay. And the sales growth
21:49:33is $15,000,
21:49:36right? So as per formula, the sales
21:49:39growth sales growth is 15,000 minus your
21:49:43average organic sales growth. Average
21:49:46organic sales growth means the 4% of
21:49:49your $1,500. So 4% of 1500 is $600.
21:49:54Okay. Then you have your marketing cost.
21:49:57Marketing cost is 10,000 which you have
21:50:01done in a particular month. So by
21:50:04calculating this we can see we have an
21:50:06ROI of 44%.
21:50:09Then calculating the performance of PPC
21:50:11campaign. So PPC is a model where
21:50:14advertisers pay for the ad when it's get
21:50:16clicked. So pay per click when people
21:50:19click on particular ad in Google search
21:50:21it will get paid to the Google right. So
21:50:24this is called PPC where you can see why
21:50:27we are evaluating PPC campaign. So it
21:50:29provides the data on clicks and keyword
21:50:32performance right. So what were the
21:50:34optimization you have done in your PPC
21:50:37campaign. It will show you that yes I
21:50:39have received 20 clicks 40 impression 50
21:50:43clicks 100 impression. Right? It will
21:50:45helps you to understand the customer
21:50:47behavior. It helps you customize ads in
21:50:49the real time. Okay. So in analytics we
21:50:52will see the real time of you know our
21:50:55campaign how it is appearing. I will
21:50:57show you in the uh further slide or the
21:51:00further session.
21:51:02Then what are the evaluation metrics?
21:51:05Conversion rate. So it reflects the
21:51:06performance of your ad for the uh
21:51:09viewers to click. Then quality score.
21:51:12Quality score means the optimization
21:51:14part in terms of PPC. You will see like
21:51:17uh if there is a need to change any ads
21:51:20or keywords or landing page, right? So
21:51:24where you have to improve your quality
21:51:25score that it should be relevant and to
21:51:27the point to your customer, right?
21:51:30Impression, it means how the ad is being
21:51:33reaching to your targeted audience in
21:51:35the form of awareness to make them
21:51:38engaged more. Then CTR, clickthrough
21:51:40rate. Okay. So, clickthrough rate is is
21:51:43the clicks upon impression. How much uh
21:51:46CTR you have been received. Okay.
21:51:48Average position means how the u ranking
21:51:52on your ads are showing. It's better to
21:51:55be on the top page or second, you know,
21:51:58first or second. It will be easy. But
21:52:00most of the people like to see on the
21:52:01first number because of you know uh
21:52:04competition. They will they will have to
21:52:06optimize all these things.
21:52:10Then we have impression share. It
21:52:12enables to measure the exposure of the
21:52:14brand right how the people are clicking
21:52:17how it is it has been viewed. CPC it
21:52:20shows wasted ad spending. So you will
21:52:22see uh in Google ads account when you
21:52:26study for this regarding CPC. Similarly
21:52:28CPA cost per acquisition it shows a link
21:52:31between the business revenue and the
21:52:33advertising effort. Then ROAS return on
21:52:36ad spend. It defines the condition of
21:52:38the campaign in the terms of revenue
21:52:40generation the overall revenue. Okay,
21:52:43these are some basic terms which is
21:52:45here.
21:52:48Now calculating ROI for different types
21:52:50of campaigns. So again we have the
21:52:52different formulas I mean the same thing
21:52:54in tackled in a different way
21:52:57non-recurring revenue and non-service
21:53:00bias sales. So first of all let's
21:53:02understand what is recurring and
21:53:04non-recurring. Recurring means which is
21:53:06repeated.
21:53:08Okay, which is repeated at regular
21:53:10interval of time. Non-recurring means
21:53:12which comes only once. So for
21:53:15non-recurring revenue, this is a formula
21:53:17revenue minus marketing smash. So let me
21:53:18show you. So like uh recurring revenue,
21:53:21it's coming again and again. Non-revenue
21:53:23comes once in a year. So you will see
21:53:27that yes um my intention is to target uh
21:53:32non-recurring person also because they
21:53:34have clicked only once recurring is okay
21:53:36because they will come again again
21:53:38because they the they are our L
21:53:40customers right so in the same way you
21:53:43can see non non-monetary conversion
21:53:45leading to recurring sales so ROI is
21:53:48equal to customer lifetime value minus
21:53:51customer acquisition cost now what is
21:53:54non-monetary conversion converions. It
21:53:56means that people have clicked but they
21:54:00are not performing the instant action.
21:54:02Means they are not converting as a lead.
21:54:07They are not purchasing frequently. They
21:54:08might purchase. For example, when you
21:54:11like any product in Flipkart, right? So
21:54:14you might add add to wish list or you
21:54:18will use some notification because you
21:54:20are not interested right now to purchase
21:54:22but later or sooner there is a chance
21:54:23that you can purchase. This is what the
21:54:26same thing is happening in non-monetary
21:54:27conversions. So it is it is important
21:54:30for user action but it doesn't bring
21:54:32immediate money. Okay. And monetary
21:54:35conversion leads directly to the revenue
21:54:37example purchase subscription payment.
21:54:40Okay. So I will share this doc file with
21:54:42you after the session. You can have a
21:54:43look on the basic terms regarding uh um
21:54:47non-recurring and recurring revenue.
21:54:50Right? Then again we have non-monetary
21:54:53conversion leading to oneoff sales. So
21:54:57we have lead acquisition cost is equal
21:54:59to market spend upon total leads. ROI
21:55:02per lead if you want to calculate it is
21:55:03average purchase value minus lead
21:55:05acquisition cost. Then forecasted
21:55:08revenue is equal to total leads into
21:55:11sales conversion rate into average
21:55:13purchase value. Right? And ROI is equal
21:55:16to forecasted revenue minus marketing
21:55:19spend. So this is for your nonmonetary
21:55:22conversion leads.
21:55:26Then what are the metrics and tools to
21:55:28measure them? We have different tools in
21:55:32identifying the marketing campaigns for
21:55:33the revenue like roller analytics
21:55:35identify the source of leads. Google
21:55:37analytics this is the best one provides
21:55:40an overview of SE1 PPC campaigns. Then
21:55:42cipher monitor to ROI Kmetrics and
21:55:46planner. So in Google Analytics we can
21:55:48see the ROI. Let me show you. Suppose
21:55:54I'm coming here.
21:56:03I want to see for paid search
21:56:06how much are I am getting. So total
21:56:10revenue is for 17th August to 13th
21:56:13September. We can see $4,430.
21:56:17Right now I want to see the product.
21:56:22It is a total number but I want to see
21:56:24the product.
21:56:27Suppose these are the products are
21:56:29coming and I have
21:56:34session default channel group.
21:56:37You'll be having your paid search.
21:56:39[clears throat]
21:56:42Now you can see they're only reflecting
21:56:44paid search and 4,640 and the highest
21:56:48revenue is showing for your
21:56:51lotion P50 no phenol. This is one of the
21:56:53product again lotion Q50 no phenol
21:56:56right. So we can see from here in Google
21:56:59Analytics what type of you know products
21:57:01are having the highest revenue in terms
21:57:04of PP PPC or
21:57:07or paid search or organic. If I want to
21:57:09see organic search you have to simply
21:57:11type organic search.
21:57:16Now you will see again the same product
21:57:19lotion P50 is reflecting here with
21:57:21having a $1,855.
21:57:25The total revenue is 27,0uh
21:57:2885. Okay.
21:57:32Then these are the metrics for tracking
21:57:34ROI. Customer lifetime value, unique
21:57:36monthly visitor, conversion rate, uh
21:57:39traffic generated by the channel, return
21:57:41on ad spend, cost per lead, cost per
21:57:43acquisition, landing page performance.
21:57:45This is all what we have discussed
21:57:46earlier. Okay. So these are the
21:57:48attributes you can see that how the u it
21:57:52is uh going to measure your performance
21:57:54of a campaign. Right. Now steps to
21:57:57improve ROI.
21:57:59Now what are the steps to improve ROI
21:58:01for the campaigns? Right. So determine
21:58:04the core metrics.
21:58:06Core metrics in other words it means the
21:58:09business. I have an e-commerce business.
21:58:11I want sale. I want these product to be
21:58:14sold. This is what the core metrics. In
21:58:17other words, if I have a if I have a
21:58:20business of t-shirt, so definitely
21:58:22people look for branded t-shirt. Van
21:58:24Hussein or you know US polo. Definitely
21:58:26these are the branded t-shirts. So in
21:58:29this way I want to ensure that yes these
21:58:31are my core metrics. I want to promote
21:58:32these products first because it is most
21:58:34liked by the people. Then you can export
21:58:37different marketing channels. It can be
21:58:39organic, it can be paid, direct,
21:58:41referral, social, right? Then you can
21:58:44experiment use using test and learn
21:58:46approach and then you can perform AB
21:58:48testing how the website version on
21:58:50different ways looking right. How the
21:58:53people are interacting with the first
21:58:54version, how the people are interacting
21:58:55with the second version. So a OB testing
21:58:58will be continuous. Conduct a survey for
21:59:01a sample, right? So you can do a survey
21:59:04with some feedback from your customer to
21:59:06contact us from how you like our product
21:59:07s how you are getting uh the uh
21:59:11advantage or you can say how you are
21:59:14able to
21:59:15what is the most important thing which
21:59:17you like in our product right so you'll
21:59:19get an feedback checking spending check
21:59:22spending and income so you have to make
21:59:24sure that budget should not increase it
21:59:25should be limited in such a way that you
21:59:27can generate maximum ROI otherwise your
21:59:28budget gets wasted so let's see what
21:59:31they
21:59:32So reach is basically the number of
21:59:35unique user exposed to the content
21:59:40means
21:59:43reach is basically when people are
21:59:45coming to your website they are reaching
21:59:47your website. On the other hand
21:59:50impression means how many times a
21:59:53content was displayed to those users
21:59:56right? So impressions can be more.
21:59:59Impressions can be more like uh uh your
22:00:03particular page is being viewed by 100
22:00:07times. There can be some customer which
22:00:09are repeated 15 times. Any one customer
22:00:13who is doing you know repeated by 15
22:00:15times. But reach is basically the exact
22:00:18unique user which are moving to your web
22:00:21page. Right? So
22:00:25very simple example. Let me just give
22:00:28you a very basic idea. Suppose uh this
22:00:31is a software tool.
22:00:33I have just refresh it. Now I can say
22:00:36here but I don't find any good
22:00:38information and this is my website
22:00:40software tool. I'm not clicking here.
22:00:42I'm clicking on the first one because
22:00:44this is what I think is good for me and
22:00:46it is coming on the first page. Again
22:00:49someone is coming here and he is
22:00:52clicking on the second option not your
22:00:54option. So there are two views and zero
22:00:57reach. But the third time
22:01:01third person is coming and somehow he's
22:01:03clicking on your website. It means
22:01:07you got three views, three impressions
22:01:10but one reach. This is the reach means
22:01:13they somehow reached your website. So
22:01:15this is a very basic difference between
22:01:19reach and impression where uh reach can
22:01:22represent the number of unique user
22:01:24while impression the number of times
22:01:26that content was displayed or the result
22:01:29was displayed. Okay. Then next we have
22:01:33it helps to get most out of sponsored
22:01:37advertising initiatives. Okay. Through
22:01:40reach the people comes to your web ads
22:01:43or you know banner ads or display ads
22:01:45whatever you have done. But in terms of
22:01:48impression it helps you to understand
22:01:50the effectiveness whether the ads which
22:01:54is showing in front of user whether they
22:01:57are relevant or not. It might be you are
22:01:59getting so many impression but no reach
22:02:02means you are not coming on the top. You
22:02:05are not having the relevancy as per your
22:02:07customer. you are not targeting the
22:02:09right audience there can be some
22:02:10drawback right so definitely impressions
22:02:13have always a chance to improve so as to
22:02:16increase your reach
22:02:18next we have a highest reach indicates
22:02:21the audience like
22:02:23u your content so paid campaigns can
22:02:28benefit them right so high reach means
22:02:32the customer likes your content they are
22:02:36interested in your web page. They are
22:02:38interested in your website. That's why
22:02:40they are coming, right? So that the paid
22:02:43campaigns can benefit them. You will
22:02:44have a more chance to get them
22:02:46converted,
22:02:48right? And in impression, it might be
22:02:50necessary to republish the ad because if
22:02:53you are not getting any impression,
22:02:55right? So this is the basic difference
22:02:57between your impression and reach.
22:03:03Next we have reach and impressions
22:03:05offered by YouTube and Google ads. So
22:03:07you can see here in YouTube we can see
22:03:10the unique viewers impressions traffic
22:03:13source for impression or impressions
22:03:15through click-through rate. Right? But
22:03:18in terms of ad you can include important
22:03:20two important metrics unique users and
22:03:22average impression frequency per user.
22:03:25Right? So uh reach basically uh it is
22:03:30your unique user that the content was
22:03:34exposed right and in YouTube it will
22:03:37show you the number of people who watch
22:03:40the watched your videos right then
22:03:43impression basically it represent the
22:03:45number of times the videos have been
22:03:48watched or the thumbnails. So if I can
22:03:50say here software tools suppose and you
22:03:53will see the thumbnails are coming here
22:03:56right. So these are the thumbnails. It
22:03:58might be you know uh looks interesting
22:04:01for you to click on the second option
22:04:03better than the first option because it
22:04:05depends on the customer's interest also.
22:04:07Right? So impression basically depends
22:04:09on the number of times your video
22:04:10thumbnails are showing. I'm typing
22:04:13software tools then I'm typing software
22:04:15tools online. Right? Again the my same
22:04:18result suppose it is showing multiple
22:04:20times because of different queries
22:04:22because the target is the same. Right?
22:04:24So in this way you can have your YouTube
22:04:27impressions. Then uh traffic sources for
22:04:31impressions means where the video
22:04:33thumbnails were showing on the uh your
22:04:36potential customers. Then you can see
22:04:39impressions, clickthrough rate means
22:04:41that it shows the conversion by
22:04:43indicating how often the user watching
22:04:45your video after getting uh exposed to
22:04:48thumbnail. They like your thumbnail,
22:04:50they are coming to your YouTube video.
22:04:52But it depends how many times they have
22:04:54watched. They might be watching one time
22:04:5510 time or they might be watching 20
22:04:57times if they are interested. Right?
22:04:59Similarly in Google ads offers the most
22:05:03popular metrics is the unique reach
22:05:05which measure the number of people who
22:05:07were shown the ad across different
22:05:08devices. Right? And you can see some
22:05:11statistical data uh average impression
22:05:14frequency per user uh uh along various
22:05:17devices their patterns how to calculate
22:05:20them how to uh make them to reach very
22:05:23easily. So if you if I can come here
22:05:26just a second
22:05:30uh this is my YouTube channel suppose it
22:05:33is not a uh it is a free version but you
22:05:35can see the impressions
22:05:373.7K in last 28 days these are the views
22:05:42these are the clickthrough rate 1.6% 6%
22:05:44the average view duration is 0 52
22:05:47seconds. Okay. Now you can see one video
22:05:52published here. Again I can see the
22:05:53trending graph and uh if I want to see
22:05:57the uh you know the important aspects
22:06:00from here I can calculate the audience
22:06:03by
22:06:05audience by watch behavior. New viewers
22:06:0790.5%
22:06:09casual 9.5%.
22:06:11regular is less than 0.1 means there are
22:06:14nonregular viewers and here you can see
22:06:18what is the most popular with different
22:06:21uh audiences. So in the new we can see
22:06:23there is a video of how to set up Google
22:06:25antics 4 for any website is having 33
22:06:28views and next is having 17 views. You
22:06:31can see popular uh videos with the
22:06:34respect to the audience and uh if I want
22:06:37to see the
22:06:40you can see the graph is increasing. If
22:06:42I want to see the trends
22:06:45then see what people are looking for. It
22:06:48will also suggest to you that what new
22:06:50video which you can create like set up
22:06:52Google Analytics for the website, future
22:06:55of augmented reality and how to connect
22:06:57Google search console to WordPress and
22:07:00these are some new videos that is
22:07:02inspiring right AI changes everything or
22:07:06Germany AI research right so overall you
22:07:09can see from your dashboard account of
22:07:12analytics that yes what I need to create
22:07:15more or what I can create in terms of
22:07:18trending form so that more people come
22:07:20again and again. Now moving to moving
22:07:23back to our slide
22:07:28Facebook reach and impression. So in the
22:07:30Facebook there are two option. Number
22:07:33one, it can be your organic reach,
22:07:36right? It depicts the uh number of times
22:07:40the content displayed was free, right?
22:07:43And uh uh impression indicates that the
22:07:47number of times uh how many times that
22:07:50content was displayed for your organic
22:07:52one and for the paid it is indicating
22:07:56the result of your paid efforts like
22:07:58meta ads.
22:08:00Okay. So there are two ways organic and
22:08:03paid and if you will see the reach and
22:08:05impression linked with Facebook ads can
22:08:08be further categorized under two form
22:08:11served and viewed right so served does
22:08:14not consider whether the user saw the ad
22:08:17right it just shows the ad has been
22:08:20displayed somewhere but in the viewed
22:08:22one it count the times a user can saw
22:08:25your ad thus making it a better
22:08:27indicator of your ad effectiveness. So
22:08:30if I want to see
22:08:33uh I have a Facebook suppose organic one
22:08:37this is suppose a page of as a resultant
22:08:40it's a general page and I want to see
22:08:42the insights
22:08:46now you can see here some general aspect
22:08:50I have for my Facebook page 263 views
22:08:56right and uh the link 70.7% by the
22:09:00content type the text is having 26.7%
22:09:04uh by followers versus no followers.
22:09:06There are very low stats in this
22:09:08particular page right it's not very too
22:09:10much engaging but yes that you can see
22:09:12the some stats are appearing here then
22:09:15you can see the top content again just
22:09:16like in YouTube
22:09:21so if I'm clicking here
22:09:24yes
22:09:26now you can see uh these are the content
22:09:29library uh the first is one is having
22:09:32the highest use of 47 37 reaches and 39
22:09:369 impressions right again uh there are
22:09:40two times you can see this this is
22:09:42coming this post is coming two time why
22:09:45because they are posted on different
22:09:47groups okay number one it has been
22:09:51posted on digital marketing strategies
22:09:53and the second post was under digital
22:09:57marketing there are two different groups
22:09:59which is posted the same content that's
22:10:01why you can see the difference in the uh
22:10:04two form of views then we have nine
22:10:06views. So in this way you can uh check
22:10:10your organic performance of your
22:10:12Facebook. If you are not able to get the
22:10:16full overview here suppose right suppose
22:10:18client is not sharing uh not sharing the
22:10:20Facebook access with you and you want to
22:10:23see you can come to Google analytics
22:10:26it's an evergreen tool and you can just
22:10:29come here
22:10:41and uh Facebook should come under
22:10:43organic social. This one if it is
22:10:46organic so it will come and appear in
22:10:49the form of organic social.
22:10:52But how you can decide that my Facebook
22:10:54is also appearing here? You can just go
22:10:57and connect with the source.
22:11:07Now you you can see from Facebook 40
22:11:10active users 40 sessions right. So you
22:11:15can see Facebook is coming here right
22:11:18and you can saw the insights of
22:11:20Facebook.
22:11:25Okay. So next we have reach and
22:11:28impression marketing report.
22:11:31>> [clears throat]
22:11:32>> So
22:11:34both metrics can be used to measure the
22:11:37following parameters right. Number one,
22:11:40measure the effectiveness of your ad.
22:11:43This one okay where we can see there are
22:11:47number of impressions but not a lot of
22:11:50reach. The reach is too low or you can
22:11:52say it's zero. It means you you can say
22:11:56here or you can uh
22:11:59pro summarize it like the ad is not so
22:12:03much effective.
22:12:05Okay, means people can see my result on
22:12:09Google or display but they are not
22:12:11reaching they are not coming on my that
22:12:13website. Okay, it indicates that you
22:12:16need to change the ad to make it more
22:12:19relevant or in terms say you can say
22:12:21enjoyable, right? So you have to see
22:12:24that your impression should be uh not
22:12:27only high reach should also be high. So
22:12:30it will come
22:12:32measure ads effectiveness. Second one is
22:12:35measuring brand awareness
22:12:38here what we have. So you can see
22:12:41impression is also high. Reach is also
22:12:44high. Okay. So highest reach and
22:12:47impression depicts that the content is
22:12:49reach reaching to your targeted
22:12:51audience. Right? And the content is
22:12:54reaching and the people are getting
22:12:55interested and multiple times people are
22:12:58clicking because they found it very
22:13:00interesting. That's why it is mentioned
22:13:03here and it will have a chance that uh
22:13:06it will improve the quality of your
22:13:08leads or you know people get engaged and
22:13:11they will just get converted. So it is
22:13:13basically the measuring your brand
22:13:16awareness.
22:13:19Now next we have effective frequency,
22:13:21conversion rate and engagement rate. Now
22:13:26so effective frequency [clears throat]
22:13:28means it is the number of times that
22:13:31customer must be exposed to an ad within
22:13:34a specific time frame. Suppose
22:13:38you are running an ad of you know
22:13:42Christmas right for the gifts. So in the
22:13:46Christmas you are launching a Christmas
22:13:48sale of 21st December to 25th December.
22:13:52So in that particular period of time
22:13:54more people will come if they are
22:13:55looking for a Christmas gift. Right? So
22:13:58in this way they can engage on your
22:13:59website. They will click they will do
22:14:02some engagement. They will fill contact
22:14:04us form. They will you know uh sign up
22:14:06for your newsletter and they will
22:14:08purchase. So this is called effective
22:14:10frequency. It means the number of times
22:14:12a consumer must be exposed within a
22:14:14specific time frame to take intended
22:14:17action. So a specific time frame here is
22:14:2021st December to 25th December, right?
22:14:23This is a Christmas phase or you can say
22:14:25like any other
22:14:29uh uh Valentine day right 10th February
22:14:33to 14th February. So it depends on the
22:14:35occasions effective frequency right. So
22:14:38effective frequency is equal to number
22:14:40of times an individual must see to
22:14:42register the message. So how it will
22:14:46impact? So it will be you know um it is
22:14:50important you decide the number of times
22:14:53message must be repeated and should be
22:14:55helpful. It is not like you are sending
22:14:57you know vague messages and making
22:14:59people so frustrated. It should be
22:15:01relevant to the point to the you know
22:15:04product point of view and so that they
22:15:05can come and purchase. they're looking
22:15:07for the information, right? Many
22:15:09marketers rely on the thumb like uh
22:15:11customers should see an uh you know
22:15:14advertisement uh on different uh
22:15:17different platforms like Facebook,
22:15:19Twitter and ads. They will get confused.
22:15:22So very you have to be very specific
22:15:24what you are providing for that
22:15:25particular time period. It's not like
22:15:28you are sending the same emails, same
22:15:30messages which he or she was looking
22:15:33since you know few months ago. It should
22:15:35be unique right so it depends on the
22:15:38factors the circumstances the media the
22:15:41ad type or the budget you are using okay
22:15:45then how to optimize
22:15:48effective frequency right so effective
22:15:51frequency should be optimized as per the
22:15:53following parameters
22:15:55number one uh average determines the
22:15:59average purchase life cycle so if
22:16:02someone is purchasing a product every
22:16:04week, right? It means it is totally
22:16:06engaged. You can list those customer who
22:16:09are purchasing every week. So, it will
22:16:11be easy for you to make them for longer
22:16:14period of cycle, right? You can expand
22:16:16your ad conversion or add adversion,
22:16:19right? The next is evaluate the
22:16:22addressable market size. So we know that
22:16:26uh when we have a small audience
22:16:29and it is not easy to get leads more
22:16:33effectively because a small audience
22:16:35reach adds fatigue faster than a large
22:16:37audience. Sometimes when you have a
22:16:39specific set of people suppose only five
22:16:41people you are targeting they will get
22:16:43involved. You have to target new
22:16:45customers also in order to increase your
22:16:47what market right then you have brand
22:16:50equity.
22:16:52If you're already a brand so only you
22:16:54have to do a little bit promotion. You
22:16:56need not to change the campaign every
22:16:58time. If you want to change the campaign
22:17:00you can do it but make the things very
22:17:02special or different. It should not be
22:17:04like repeated way. Okay. Then you have
22:17:07enable distinctness. If the ad is
22:17:09experimental so it can be promoted
22:17:13very in a you know then less than a very
22:17:15simple one. Then we have enable
22:17:18reception. It means if the response is
22:17:20good and you can do an experiment by
22:17:24getting some feedback from your customer
22:17:26or if you're getting a very good sale
22:17:29it's better that that old version of
22:17:32your ad should be retired you you need
22:17:33to create a new version already you are
22:17:35going getting a customer suppose you
22:17:37have three products product A product B
22:17:40product C you already getting a high
22:17:43share on product A and B right and you
22:17:45want to increase product C then
22:17:46definitely you need to change the most
22:17:48of your spend of product A on product C
22:17:50because product C is not having so much
22:17:53value you can utilize from product A
22:17:55because already you are getting a good
22:17:56customers on product A. Okay. Then
22:18:00channel uh campaign duration. So make
22:18:03sure that whatever the time zone you are
22:18:05taking. Okay. It should be accurate. It
22:18:08should be to the you know uh relevancy
22:18:10of your audience. Right? If you want to
22:18:13target any u uh suppose you have a
22:18:16business of toys. So you will target the
22:18:18children from 6 years or 5 years to 13
22:18:21years. So you have to see the duration
22:18:23or in the
22:18:26weekends more people more kids get with
22:18:29their parents to purchase a purchase
22:18:32their toys because from Monday to
22:18:34Saturday they are having their school
22:18:35and classes. Okay. So you have to make
22:18:37sure that what type of campaign you are
22:18:40using it should have a proper duration.
22:18:42Then we have channel spread. Of course
22:18:46if you have a multiple channel right it
22:18:49will can it can you know it can uh lead
22:18:53your ad very boring because every time
22:18:56on the Facebook Twitter same ads are
22:18:58coming right so you have to control
22:19:00that's why we are calling it is in
22:19:02effective frequency right in a specific
22:19:06area in specific time frame you have to
22:19:08show your ad okay [clears throat]
22:19:10now we have conversion rate
22:19:13so it is the percentage age of visitor
22:19:16who completed a targeted action after
22:19:18visiting the site. So it is very simple.
22:19:21So conversion rate is equal to number of
22:19:23visit with number of sales. Suppose 100
22:19:27people have visited and only 20 people
22:19:31have purchased. So 20 upon 100 into 100.
22:19:35So basically 20% is your conversion
22:19:37rate. So high conversion rate
22:19:39demonstrator
22:19:42synchronized marketing strategy.
22:19:44Synchroniz
22:19:46synchronized means in a very systematic
22:19:48way and web design it varies depend on
22:19:51the you know industry website traffic
22:19:53and product. Suppose I want to see
22:20:04conversion rate of my u any you know
22:20:09product. So
22:20:13let me see if we have the option here.
22:20:18So better you can come here in Google
22:20:20Analytics
22:20:31events
22:20:39purchase journey.
22:20:47Let me see where it is showing.
22:20:54Okay. So suppose uh if you want to see
22:20:57the conversion rate. So uh
22:21:01you can also calculate from here. I mean
22:21:04the number of visits. Suppose you have
22:21:05two lakh visits and with two lakhs you
22:21:08have how many sales you have done? 1310
22:21:12item purchased. Right? So you can come
22:21:15under the event section.
22:21:18You will see an option here.
22:21:21See uh this is your
22:21:25event,
22:21:28right? And uh
22:21:33number of visitors suppose we have
22:21:3510,000 something page views. 10,000 page
22:21:38views. And how many have purchased? 57.
22:21:41So 57 upon 10,000 into 100. This will
22:21:44show you the
22:21:47conversion rate here. Okay. So in this
22:21:49way you can calculate also your
22:21:51conversion rate or you can create a
22:21:53customized dashboard from here. Right.
22:21:55So there's also an option. So you need
22:21:58to see whether this conversion rate has
22:22:01been you know mapped or not. I can see
22:22:03it is not mapped yet here. That's why
22:22:05you can't see. Otherwise you have a very
22:22:07simple option. You can just calculate
22:22:08with a very simple formula. You can just
22:22:10come here. You can see how many number
22:22:12of sales has been done. 57 sales
22:22:14purchase has been done with respect to
22:22:1710,000 visits, 10,000 users pages. Okay.
22:22:20And this way you can calculate
22:22:21[clears throat] the conversion rate.
22:22:22Next we have how to improve the
22:22:24conversion rate. So
22:22:28[clears throat] we can see here
22:22:31uh build a salesunnel and add a strong
22:22:33CTAs. Salesfunnel means the steps like
22:22:37uh if you have an e-commerce site, so
22:22:40you can use add toart first step, check
22:22:43out as a second step and purchase as a
22:22:47third step. So I will show you this in
22:22:49our next week's slide and with a
22:22:51practical example how we can add funnel
22:22:53in Google Analytics. Okay. Then we have
22:22:56add [snorts] CTA. Again strong CTA means
22:22:59call to action. Click now, start now, go
22:23:02here, click here. Right? These are
22:23:04strong actions. Then add live chat and
22:23:07eliminate unnecessary forms. So you know
22:23:11uh you can have a live chat on every
22:23:14well-known apps where you can uh connect
22:23:17with your customer. Make sure that you
22:23:18should eliminate unnecessary forms
22:23:21otherwise it will impact your loading
22:23:22time also. Then you can include pop-up
22:23:25windows and video content. Suppose if
22:23:28you are open the any website you can see
22:23:30popup is messaging and reflecting with
22:23:32the small ad right so it is a way to
22:23:34improve the conversion rate make sure
22:23:36again it should not be irritating okay
22:23:39persons are not interested to watch the
22:23:41ad for a long time just just looking for
22:23:4410 to 15 seconds or maximum 20 to 30
22:23:46seconds it depends on how the service
22:23:49you are providing now next is optimize
22:23:52the website speed and track the
22:23:54interaction so you have to see the
22:23:57website loading time if the website
22:23:59loading time is too high it is more than
22:24:023 second and continuously loading so
22:24:05there is no use people will get that
22:24:07bounce back so you have to make sure
22:24:09that uh uh website speed should be
22:24:11optimized so you can track with your
22:24:14customer then create a social presence
22:24:17and helpful product description social
22:24:20presence means Facebook Twitter LinkedIn
22:24:22social media okay so you have to
22:24:24indicate social social presence So
22:24:26suppose this is my website. This is my
22:24:29website. And uh if I'm scrolling down
22:24:33here, can you see Facebook, YouTube,
22:24:37these are social and you can see
22:24:40yesterday something was posted on the
22:24:42behalf of this project. Okay. Similarly
22:24:45in uh YouTube not every day but yes you
22:24:48can see some latest videos are here,
22:24:50right? So it is called a social presence
22:24:52to engage your customer. So it will
22:24:54increase your c conversion rate. Then
22:24:58use SEO while integrating a CRM system.
22:25:00Of course SEO is very important to get
22:25:03your organic reach. So if you can see
22:25:05here uh for this client
22:25:09um we have highest number of traffic and
22:25:13vis from organic source.
22:25:18I'm looking down. So organic will play a
22:25:21very highest role. You can see active
22:25:23user 4570 then direct. So out of 10,000
22:25:274570 is from organic. So in this way you
22:25:30can increase your conversion rate and
22:25:31you can see here the conversions are
22:25:33cracking 26,000 something it is showing
22:25:35here for organic search. Okay.
22:25:40Then
22:25:41we have advantages and disadvantages of
22:25:44conversion rate. So it compare the
22:25:45performance of multiple advertising
22:25:47channels. It is easy for us to compare
22:25:50the multiple advertising but it
22:25:52decreases when the site grows when you
22:25:54have a big site more pages more menus.
22:25:57So it is difficult to analyze each and
22:25:59everything. So it will it will become a
22:26:01little bit bit complex and challenging.
22:26:04Advantage is like you can set ROI
22:26:06expectation while scaling a campaign.
22:26:09Now disadvantage is like it depends on
22:26:11the va type. Suppose someone looking for
22:26:15urgent delivery someone wants to
22:26:17schedule. So it depends how the users
22:26:19are behaving right then uh you can
22:26:23identify the potential customer
22:26:25referring to clicks and events. Of
22:26:27course your target audience can be
22:26:29tracked here through ROI but it get
22:26:32reduced at the site of engagement. Most
22:26:34of the people doesn't like the product.
22:26:36They have purchased two times and they
22:26:37are simply saying no I'm just looking
22:26:39for another product with more
22:26:40configuration. You're not having those
22:26:41product. So few disadvantage or you can
22:26:45say few context is there but you have an
22:26:48advantage also right it will show you
22:26:51which channels are effective for
22:26:53promoting a specific app. It does not
22:26:55include sides performance. Next we have
22:26:59whatever the UX UI design you have you
22:27:01can improve uh so that you can increase
22:27:04your conversion rate but
22:27:07it does not guarantee the conversion for
22:27:09all site visits like this is my site and
22:27:12it doesn't mean that uh I will get sale
22:27:16for all these products which is listed
22:27:19here only the specific one which are
22:27:20popular which are liked by our customer
22:27:22okay so now moving to the next part
22:27:26engagement rate engagement rate is it is
22:27:29a total engagement upon total followers
22:27:32into 100. So it is a predictive
22:27:34measurement which can include your
22:27:36landing page. Landing page plays a very
22:27:38crucial role. I mean the on the page
22:27:40which the visitors are coming. It should
22:27:42be very friendly. It should be relevant.
22:27:45It should be having a proper navigation.
22:27:48Then your website,
22:27:50social media and of course the brand.
22:27:53Right? So when you have these things
22:27:56very accurate definitely you can have a
22:27:58chance to increase your brand. You will
22:28:00enter into the zone of brand because
22:28:02brand will take a time. It's not easy to
22:28:04become a brand in one day unless or
22:28:05until you will get viral. Okay.
22:28:09Then we have
22:28:12then we have engagement [snorts]
22:28:13rate needs to be optimized based on
22:28:15various factor to achieve most
22:28:16conversion. So it must be network
22:28:19relevant to the visitor. It must use
22:28:22network relevant to the visitor. Right?
22:28:25More engagement does not necessarily
22:28:27means more conversion. Engagement needs
22:28:29to be optimized based on various factors
22:28:32to achieve more conversion. Right? So
22:28:34you need the right amount of engagement
22:28:36with your content. It doesn't like that
22:28:38you can just copy and paste from AI. You
22:28:40will have created a landing page and
22:28:41people will come. No, you have to be
22:28:44very unique. You have to be very unique.
22:28:46You have to be very specific. Don't copy
22:28:48and paste any content on your web page.
22:28:50Okay? You can take a reference but yes
22:28:52you have to see how the people will come
22:28:54and see. So once you have a content if
22:28:56it is informative it is if it is
22:28:58optimized with the form of SEO 1, H1
22:29:00tag, H2 tag, meta attacks, image loading
22:29:04time, technical SEO, right? So
22:29:06definitely it will create a very big
22:29:07impact in future.
22:29:11Then we have uh engagement rate
22:29:14advantages and disadvantages. It
22:29:16provides a accurate report of content
22:29:18for performance
22:29:20while disadvantage. It prevents
22:29:22difference between differentiating the
22:29:24most important in interaction with
22:29:26others. So
22:29:28it will be not very specific. It will
22:29:30discriminate based on user behavior.
22:29:33Next we have analyze the level of
22:29:34audience interaction. It provides you
22:29:36the content quality. Right? Also
22:29:40evaluate influence performance performs
22:29:42competitor and yes competitors are very
22:29:44important. So once you can see your
22:29:46engagement rates are improving you are
22:29:48getting a very good insight but you have
22:29:50to also see what your competitors are
22:29:51doing right they might have some other
22:29:54way of you know promoting their
22:29:55campaign. You have to continuously watch
22:29:57them. You can just check their website,
22:29:59check their campaign if it is available.
22:30:00Right? So in this way you can see the
22:30:03advantages and disadvantages the
22:30:05differentiating between the customer how
22:30:07they interacting. So it is very
22:30:08specific. It depends on the nature of
22:30:11the customer. It require deeper insight
22:30:14right. So it's not easy to get exact
22:30:16information customer by one time. It
22:30:18takes a lot of time right. So every
22:30:20every customer has their own taste.
22:30:22Okay.
22:30:24It fails to be used as a primary
22:30:26conversion matrix. Yes, not the first
22:30:28time people come and purchase. It will
22:30:30take a time. There are few people who
22:30:32will come on the first time and
22:30:34purchase. Some people take time. They
22:30:36will compare on Flipkart. They will
22:30:37compare on Amazon. Then they will come
22:30:39and purchase. Okay. So this is an
22:30:42overview of your engagement trade. Then
22:30:44customer engagement.
22:30:47We [clears throat] have uh how to
22:30:50increase the customer engagement. It is
22:30:52a process of engaging customer through a
22:30:53variety of methods. So you can build a
22:30:56brand using a live chat. Pop-up option
22:30:59should be there. You can share the
22:31:01content on different platforms. Okay? Or
22:31:04you can see on social media offer
22:31:06digital experience, right? Digital
22:31:08experience means uh people are coming to
22:31:10the website
22:31:13uh they are purchasing the thing. Just
22:31:14take a example of Flipkart or Amazon.
22:31:17People are coming to Flipkart and
22:31:19Amazon. They got an option of comparing
22:31:23the things color, weight, size,
22:31:25configuration. Then when they purchase
22:31:28there's an option of online payment,
22:31:30credit card, debit card, right? So this
22:31:32is for digital experience. So you have
22:31:34to enhance it. Make sure that it is
22:31:36working properly. Then use [snorts]
22:31:38relationship marketing to surprise your
22:31:40customer. It means for a beneficial way
22:31:43like you get a uh suppose you are using
22:31:46AEL.
22:31:48you get a call from AEL say you are our
22:31:50uh black AEL customer we have an offer
22:31:53for you you can just uh use a prepaid or
22:31:56postpaid for two month in one time
22:31:58something like this so you have to make
22:32:00sure that some uh offers or discount you
22:32:04can provide with your customer this is
22:32:06just for the engagement point of view
22:32:07okay then you have to personalize
22:32:09customer experience whatever the
22:32:11problems they have whatever the issues
22:32:13they have you have to resolve within 24
22:32:14hours right then humanize the company's
22:32:17story through uh uh co- browsing. So
22:32:20basically you know the case studies most
22:32:22of the case studies are uh creating a
22:32:24very good impact. So if you are having a
22:32:26case study for your customer you can
22:32:28publish on the website it will let the
22:32:31other customers to know that yes someone
22:32:33has purchased already and this is case
22:32:35study now we can also try this. So it
22:32:38will create a chance of getting engaged.
22:32:41Then you have create content based on
22:32:43customer history. So you know some
22:32:45content something like this like uh uh
22:32:49there was some issue and you have you
22:32:53make them to overcome this problem. So
22:32:56something like this you can create a
22:32:57content in the form of blogs in the form
22:33:00of articles right then you can create a
22:33:03customer loyalty programs right to get
22:33:06the feedback connect on social media and
22:33:08listen to the customer feedback. See
22:33:11feedback is very important.
22:33:13It will come again and again. If you can
22:33:16somehow get the customer, get the sale
22:33:18but after one day he's not liking your
22:33:21product. So in the email or in the form
22:33:23he will come back and ask you sir it is
22:33:25not working properly. This product is
22:33:27not good. So you have to make sure that
22:33:29you have to listen your customer
22:33:30feedback. If there is any error you have
22:33:32to resolve it. Okay. So this is a way of
22:33:36getting your customer engaged.
22:33:40Then some examples we have a smart
22:33:43charact uh uh engagement optimization
22:33:46platform. It tracks the digital
22:33:47behavior. Uh you can see the benefit.
22:33:50This is just a very you know basic
22:33:52example. Track customer behavior
22:33:53analytics uh personalized text messages.
22:33:55You can share triggers around the
22:33:57actions and customers account health.
22:33:59Right? Some features are inbuilt
22:34:01features are there. Analytics activity
22:34:03dashboard API. then for customizing your
22:34:07uh database and products in trend
22:34:09analysis.
22:34:13So this is all we have for uh impression
22:34:16and engagement rate. Right.
22:34:21So now moving to the our next slide
22:34:26of bounce rate versus exit rate.
22:34:34So we all know about bounce rate. Bounce
22:34:36rate is a onepage visit right and you
22:34:39can see the difference between bounce
22:34:40rate and exit rate. So bounce rate
22:34:42represent the percentage of visits in
22:34:45one session in the session only right
22:34:47one visit. But exit rate represent the
22:34:50percentage of last visit. Okay. For
22:34:52example
22:34:56I have opened this website and I went
22:34:59back. So bounce rate is here. But when
22:35:02I'm clicking to the second page here
22:35:05then third page
22:35:07and then come back. So this is my exit
22:35:09rate. This page will come in the form of
22:35:10exit rate. Right? So this is what we
22:35:13have. So bounce rate get registered from
22:35:15if the user exit from the entering page,
22:35:18right? The first visit and exit rate it
22:35:21depends on the user's last activity.
22:35:24Similarly, bounce rate there's always a
22:35:27one page visit
22:35:29and exit can be more than one. It
22:35:32depicts a lack of engagement but exit
22:35:35rate it represent a specific issues.
22:35:38Suppose I'm coming till here like act to
22:35:40cutart this is the first page then check
22:35:43out this is the second page right then
22:35:46third page I can't fill the form suppose
22:35:50right I can't fill the I can't do the
22:35:52payment I can't pay now so this is the
22:35:55exit point so this is the page where you
22:35:58have to track the what is lacking here
22:36:00what is the facing what is the issue
22:36:01being faced by your customer okay
22:36:05then uh it helps in improving The side
22:36:07content though before having a bounce
22:36:09rate you can include the content and
22:36:11exit trade it always refer to the final
22:36:13page visited. So this is my final page I
22:36:15will resolve the issue why it is the
22:36:18exit because customers are not able to
22:36:20purchase from here. If they have
22:36:22purchased so it will show you the
22:36:24payment that's okay because after
22:36:26purchase there's no next option. If you
22:36:28want to repurchase that's another thing.
22:36:34So next we have u
22:36:37bounce rate versus exit rate. Uh so
22:36:39bounce rate is equal to total onepage
22:36:42visit upon total visit to the website.
22:36:44So we were having you know bounce rate
22:36:47here in the
22:36:51you can see 4% total 4% bounce rate here
22:36:54exited number of people who exited the
22:36:57exit the website upon total number of
22:36:58views received. So exit rate is not very
22:37:02important every time because exit rate
22:37:04is something that people have visited
22:37:06too many pages and finally they have
22:37:08performed transaction but you have to
22:37:09keep an eye that what's going on.
22:37:12Suppose if the people are going to check
22:37:14out and they are not able to click on
22:37:15the purchase then this is an issue for
22:37:17you. Okay then exit trade will appear as
22:37:21an important way.
22:37:24Next for bench bounce rate benchmark. So
22:37:27these are the benchmark for state. 26 26
22:37:30to 40% are good. 70% more than 70% is
22:37:34high. Less than 35% is alarming. Greater
22:37:37than 50% is troubling.
22:37:40Few basic you know uh benchmarks of
22:37:44landing pages we have 70 to 90% bounce
22:37:46rate. Benchmark blog 70 to 90% because
22:37:49these are the content part. E-commerce
22:37:51site these are the product part. So less
22:37:52bounce rate 40%. Content website 40 to
22:37:5540 to 70%, lead generation 30 to 40%,
22:37:58desktop 42%, mobile 16%. This is
22:38:01approximate. Okay.
22:38:05Then [clears throat] reduce exit rate on
22:38:06bounce rate. How you can reduce, right?
22:38:10So can anyone tell me how to reduce the
22:38:13bounce rate? Suppose it's very simple.
22:38:16Already you have studied so many times
22:38:17that you have to set your realistic
22:38:19expectation to reduce your bounce rate.
22:38:22Right? What are your core business
22:38:24goals? You have to make sure that yes uh
22:38:28my com uh visitors are coming. They can
22:38:30perform some actions. Attract relevant
22:38:33traffic using targeted keywords. You may
22:38:36you have to make sure that the keyword
22:38:38should be very relevant to your audience
22:38:41so that you can attract relevant
22:38:43traffic. Create multiple landing pages.
22:38:46Multiple landing pages means different
22:38:48version of pages. But the information
22:38:50should be unique, right? It should not
22:38:53be duplicate. Then you can use meta
22:38:55description, meta tags, right? Then
22:38:58improve usability. You have to be very
22:39:00specific in terms of grammar. It should
22:39:01be correctly text, right? So this is a
22:39:04way you can reduce the bounce rate.
22:39:08Then you can create a lesser call to
22:39:11action button. Instead of having so many
22:39:13buttons of CDN, you can use a less or
22:39:15relevant buttons. Improve the page load
22:39:17time and avoid distracting popups
22:39:21everywhere. Right? In this way, you can
22:39:23reduce your bounce rate. Practices to
22:39:26exit [snorts] reduce exit rates. You can
22:39:28have to create exit surveys helps return
22:39:31more than 15%, then trigger exit exit uh
22:39:34exit popups redirect visitors to the uh
22:39:38similar products. Okay. Then you have to
22:39:41optimize call to action button.
22:39:44Ensure visibility by placing it
22:39:45optimally. Right? So make sure that if
22:39:48you have a website
22:39:50uh here. So make sure that start now
22:39:52button is appearing on the top. Right?
22:39:54It's not like that it should appear
22:39:56here. It should be on the top. These are
22:39:57the engaging.
22:39:59So let so customer journey analytics it
22:40:03is a process of analyzing customer
22:40:05experience. So we have studied the
22:40:07different phases of Google Analytics
22:40:10awareness phase related to
22:40:12yourformational content. Then you have
22:40:15consideration phase. Then you have your
22:40:17purchase or decision phase. Purchase or
22:40:19decision means they are coming to your
22:40:21product and purchasing. But before that
22:40:23consideration means they are comparing
22:40:24with the competitor Flipkart, Amazon
22:40:26right something like this. Then they
22:40:28will come and then decide with the
22:40:29family decision that yes I'm going to
22:40:30purchase the product. Then you have your
22:40:33retention phase. You can just notified
22:40:35you know about your product advancement
22:40:37that is yes we are launching a new
22:40:39version of iPhone 17 in the month of
22:40:41Diwali. So something you know you can
22:40:43retain your old customer also. Advocacy
22:40:46phase means you can attract new customer
22:40:48with their pos with their positive
22:40:50feedback. Of course the positive
22:40:52feedback is the first thing. Suppose if
22:40:54I want to purchase any product any
22:40:57iPhone so
22:41:00I will see the configuration and I will
22:41:02scroll down. I have you see the reviews
22:41:05right it should be more than 4.5 4.6 if
22:41:08it is having the review less than four
22:41:093.9 3.8 Why should I purchase? Right? So
22:41:13customer you know positive feedback is
22:41:15very important. Okay.
22:41:20Next we have
22:41:22some examples like Spotify. It is a you
22:41:25know marketing firm which is basically
22:41:27uh uh music sharing experience for their
22:41:30customer. They can use the data to
22:41:31analyze how they are feeling at each
22:41:34point. They improvise music experience
22:41:37just like you are having Ghana.com few
22:41:39years ago. Then you are having Turboax.
22:41:41It is a leading software package that
22:41:43help with the tax taxes. So it creates a
22:41:45customer journey while launching a new
22:41:47pro personal pro to understand the
22:41:49experience that the customer can go
22:41:51through. So these are some uh general
22:41:54examples. Similarly we have Colombia
22:41:55road Amazon. We are already very well
22:41:58verssed with Amazon.
22:42:01Then customer [snorts] journey analytics
22:42:03benefit. So it improves lo customers
22:42:07loyalty right. Um
22:42:11the people which are purchasing they are
22:42:13loyal because they have reached your
22:42:14website then it improves the customer
22:42:17lifetime value. Of course they will come
22:42:20again and again if they like their
22:42:21product then it provides a realtime
22:42:24insight. So
22:42:26real time insight basically if I want to
22:42:28see
22:42:30this is my website I have open for Paul.
22:42:33Okay. And uh let's see
22:42:38suppose this is a blog page I have
22:42:40opened skin care product for fresh
22:42:42summer then you can see in the real time
22:42:45overview whether this is coming or not
22:42:47or you can see the other people are
22:42:49coming from different sources right so
22:42:52you can see here
22:42:54this is a real time
22:42:57right from India this is me
22:43:02okay So you in real time you can see uh
22:43:06yes u how the people are moving right
22:43:10and it is a direct source
22:43:1313 14 active user in last 30 minutes
22:43:16three in 5 minutes.
22:43:20Then you have your improve customer
22:43:21experience
22:43:24through an journey analytics. Uh the
22:43:27next one is increase the revenue by
22:43:29identifying enhancements. Right? You can
22:43:31increase the revenue. How? By taking the
22:43:34feedback. By analyzing the data, right?
22:43:37By checking the bounce rate pages. By
22:43:40checking the negative feedback of the
22:43:41customer, you can improve your website,
22:43:44right? Then you can measure the ROI on
22:43:47the customer experience initiatives.
22:43:49Based on the customer experience, you
22:43:51can measure the ROI. Yes, mostly the
22:43:54people are purchasing red color iPhone.
22:43:55So definitely I should increase the more
22:43:58stock of red color iPhone because it is
22:44:00most uh purchasable by the customer.
22:44:04Then reduces customer churn also. Okay.
22:44:09Now next is very important goals in
22:44:12Google Analytics. So uh goals in Google
22:44:15Analytics.
22:44:19So there are different types of goal.
22:44:21Number one event. Event are basically to
22:44:24track a specific user action on the
22:44:26site. It is used for understanding user
22:44:28interaction with the content. Then
22:44:30destination. Destination means the
22:44:33exact page arrival of the specific uh
22:44:37user at a specific page on the site. It
22:44:39is helpful to track the number of people
22:44:41who reach the checkout page. So for me,
22:44:49this is the page I have opened.
22:44:53I have done add to cart.
22:44:56This is my destination. Suppose check
22:44:58out. But here check out is not my
22:45:00destination. My destination is payment.
22:45:03When someone is paying that should be my
22:45:06destination pay now. Okay. So here you
22:45:09can see destination page or someone is
22:45:11filling the form they can reach to the
22:45:13thank you page successfully. This is for
22:45:14destination page. Then you have another
22:45:16goal pages per stream. Pages or sessions
22:45:19per screen. It tracks the number of
22:45:21pages view during a session. It can be
22:45:22more than one pages or two pages and
22:45:25understand amount of content consumed on
22:45:27the site. Then next goal is the duration
22:45:29point of view that how how much time the
22:45:31people are spending right. So they can
22:45:33get engaged.
22:45:35Then setting up a goal. So let me clear
22:45:38you the information which is provided
22:45:40here. It is of old analytics account. Uh
22:45:44you can admin go to the admin tag to the
22:45:46new goal button. So let me show you
22:45:50this is Google Analytics latest version
22:45:53right if you want to create a goal in
22:45:55the earlier version we were having goal
22:45:59option but now we are having event
22:46:02option customize event option so I will
22:46:04show you how to create a goal through J4
22:46:09through under the event section right so
22:46:11let's study this basic one let me
22:46:13complete this so click on the view
22:46:16button then you can type the name and
22:46:18goal. You can enter the goal name then
22:46:20click the save button. Right? So
22:46:25let me show you. Suppose
22:46:28uh this is my page
22:46:31right
22:46:34and I can open this account.
22:46:38The site name is integrative coaching.
22:46:40Okay. And I want to track this page
22:46:44goal. I want to create a goal. Suppose I
22:46:47am creating a very simple, you know,
22:46:52I'm filling the form.
22:46:58Next,
22:47:00it's not taking here. Let me just
22:47:08Okay, so 91
22:47:16Okay. So I have to state the country.
22:47:18Okay. Okay. Got it. So having suppose
22:47:26this is only for South Africa. Now I'm
22:47:29just filling
22:47:44This is a test please ignore. So I'm
22:47:46just filling the form for you how to
22:47:47create a goal.
22:47:59Now you can see this this page right now
22:48:02when I'm submitting here please keep
22:48:05watching. See this page you have this
22:48:09page is coming means
22:48:13another page is coming here which can be
22:48:15used in the form of goal from the same
22:48:17website. So already we have created a
22:48:21goal of our page here. So let me show
22:48:24you.
22:48:37Suppose this was a destination page.
22:48:39After filling the form, I am getting
22:48:41this message. Okay. Now you can see here
22:48:47in the admin section you have to go then
22:48:50you have to go event under the data
22:48:53display section
22:48:55then you can come here under the custom
22:48:58configuration custom event right so
22:49:01already I have created here so if you
22:49:03want to create a new suppose for example
22:49:05I'm creating it for you u destination
22:49:08page or you can say
22:49:11contact us page page right
22:49:15page views this is the URL you can use
22:49:19after.com
22:49:21right and you can create it right so it
22:49:23will be get saved and you can you can
22:49:26see the
22:49:28your information with contact us page
22:49:30name so here what I have created I have
22:49:33created with a call me back coach
22:49:37through this name I have created a goal
22:49:38so if I want to say here
22:49:43because the same thing I will put up in
22:49:45our next week session also in a detailed
22:49:47way. So you need not to worry how we can
22:49:49create a goal or you know other things.
22:50:00Now you can see here
22:50:06suppose this is the thank you page which
22:50:07we have created for our website confirm
22:50:10thank you. So in this way we can see 40
22:50:12users have reached to this destination
22:50:15page. So in this way you can create a
22:50:17goal. So it is very simple again I'm
22:50:19just reminding you. You have to go to
22:50:21the admin section. You have to go to the
22:50:23events under the data display. Then use
22:50:25a custom event and you have to fill the
22:50:28information at as it is suggesting here
22:50:30right and then save it. So you will
22:50:32track with the same name if it is
22:50:34coming. Okay.
22:50:42Google Analytics conversion. So, uh it
22:50:45occurs once a once a user completes an
22:50:48activity a site. So, making a purchase,
22:50:50you know,
22:50:52transaction or sign up letter or filling
22:50:54up a form, right? So, you can just
22:50:57create a goal based on these information
22:50:59which is applicable to your website.
22:51:02Then next we have type of conversion.
22:51:04Number one is micro. It is a minor uh it
22:51:06is a minor but significant action taken
22:51:08by the user. While macro is a large
22:51:10highly value performed by the uh visitor
22:51:13on your website. Macro basically tracks
22:51:15the early phases of your customer
22:51:17journey like page view uh contact view
22:51:20right and macro final stages. So it
22:51:23tracks your final stage means the
22:51:24purchase section the submitting the form
22:51:28filling the form by visiting thank you
22:51:31page. Right? Then micro having assesses
22:51:35audience with the interaction with the
22:51:36content and in macro level you can
22:51:39evaluate the site for overall goals.
22:51:42Okay.
22:51:44Now next we have measuring conversion
22:51:46using goal analytics goals. So
22:51:49goals can track the interaction on the
22:51:52website such as a form submission file
22:51:54downloads outbound clicks can be added
22:51:58manually or through monster inside
22:52:00plug-in. So bounce insight basically
22:52:02available in the WordPress. I guess it
22:52:04is also available in the your magendo
22:52:07version also and conversions are
22:52:09recorded when a vister perform a
22:52:11specific action or action that's defines
22:52:15a goal. So this is what we were uh I was
22:52:19showing you regarding the goal already
22:52:21we have created that yes people are
22:52:23coming and you can see here that how
22:52:26many people have actually purchased.
22:52:29Okay. So let's open a e-commerce site
22:52:33again for you
22:52:42under the event section you will see one
22:52:45option of purchase. Okay,
22:52:48this is what you have. Uh I call it
22:52:53high.
22:52:58Here you go.
22:53:00>> [snorts]
22:53:01>> No purchase this is destination for any
22:53:03of e-commerce site this is a destination
22:53:05how much revenue has been generated okay
22:53:08it is a goal it is your goal also
22:53:10because the purchase has been done in
22:53:11the form of event right conversions are
22:53:14recorded
22:53:17[laughter] then tracking conversion
22:53:19using goal so this is uh defining the
22:53:23conversion using go already I have told
22:53:25you about uh this the information is
22:53:27given for Google analytics 3. Now we are
22:53:31creating with Google Analytics 4. This
22:53:33is because this is expired. Now we have
22:53:34to just create with the event name.
22:53:36Right? It's already I have shared with
22:53:38you how to do with a custom event
22:53:40creation for your destination page.
22:53:43Right? So this is all about your code
22:53:45event goal. Then you have a event value.
22:53:53Now behavior flow sum flow report and
22:53:56navigation summary report. So in the old
22:53:59it is also in old GA3 we were having the
22:54:02behavior flow report the no more
22:54:04connection and exit rate from one page
22:54:06to another second to third. So in J4 you
22:54:10can create a funnel for your specific
22:54:12pages like add toart, check out and
22:54:15success purchases. Suppose I'm having
22:54:18this uh you know funnel.
22:54:38Now you can see here uh if I remove the
22:54:41device so it will be more clear to you.
22:54:44Add to cart 11 then seven we will have
22:54:46check out and then three purchases. This
22:54:48is a range from September 1 to 13. Okay.
22:54:51So this is option provided in G4.
22:54:56Similarly you are having navigation
22:54:58summary report displaying the pages
22:54:59visited user before and after viewing a
22:55:01specific URL help to check out the
22:55:03funnel and track progress. Then UTM
22:55:05codes. So basically UTM is a tracking
22:55:09code which you place on your website URL
22:55:12to track from which source the traffic
22:55:15or conversions are coming. Okay. So you
22:55:19can see here uh UTM code suppose I want
22:55:22to create a UTM code for my web page. So
22:55:26I want to create a UTM course like this
22:55:28is a
22:55:33page I have I have this blog
22:55:39I'm taking very basic example for you to
22:55:40track a you know
22:55:46you have this page this is my website
22:55:48suppose okay I want to create a UTM code
22:55:51for this that how the people are coming
22:55:53so this is the website URL
22:55:56Then you have campaign ID. You can
22:55:57mention the campaign ID whether it is
22:55:59ads campaign ID. Then campaign source.
22:56:01Suppose I want to track for Facebook. I
22:56:03have mentioned here. Then campaign
22:56:05medium, social, right? So it can be your
22:56:08you know anything uh uh in Google
22:56:12Analytics you will see the source are
22:56:15basically in the form of social, Google
22:56:17referral that's why you can use the same
22:56:19term. Then medium campaign name suppose
22:56:22I launching September sale right?
22:56:24September
22:56:28sale, right? So you can see here at the
22:56:31bottom you will see the the code is
22:56:34generated,
22:56:36right? The URL is generated. Now I want
22:56:38to promote it. How can I see? I will use
22:56:41this link. Okay, I will use this link in
22:56:45my posting. Suppose
22:56:47uh
22:56:52let me just go to my Facebook page.
22:56:55Suppose uh I'm going to my Facebook page
22:56:57here. Right? I have simply posted right
22:57:02this link. You can see here it is
22:57:05showing the same update here
22:57:08just uh digital marketing
22:57:13update
22:57:15updates.
22:57:21So I have next
22:57:24then you can see post here.
22:57:32So now you can see here I have posted
22:57:35one uh link with UTM parameter and it is
22:57:40having the link. So if it it it will be
22:57:43tracking in your analytics right in the
22:57:47form of UTM parameter. How you can say
22:57:52here suppose
22:57:55this is my website right and u
22:58:00I mean this is my Google Analytics
22:58:03account
22:58:16now I have uh organic social suppose I'm
22:58:20taking this
22:58:25And then I have a source.
22:58:29So that source and medium will appear
22:58:32here. If you have created the parameter
22:58:35at the end of your URL, right? So right
22:58:37now this website is not having any UTM
22:58:39parameter. It is showing by default. So
22:58:43once you have this URL parameter having
22:58:46some traffic. So we can see under the
22:58:49uh Google account of SEO result and in
22:58:52this way can you see here social UTM
22:58:55campaign September sale right? So in
22:58:56this way you can create a uh UTM
22:59:00parameter for your
22:59:02website
22:59:04right
22:59:06the same thing is mentioned here. So
22:59:07traffic source the medium so medium was
22:59:10uh uh social keywords. So we have
22:59:14mentioned the September sale campaign
22:59:17name. We can give the campaign name and
22:59:19the content right. So in this way you
22:59:21can create a UTM parameter.
22:59:24Then we have setting up Google uh events
22:59:27in Google tag manager. So let me just uh
22:59:33yeah so how to set up events in Google
22:59:37Tag Manager. Right. So for Google Tag
22:59:41Manager first of all you have to open a
22:59:42Google Tag Manager account
22:59:46like
22:59:54okay you come in here
23:00:05and now suppose I want to create a
23:00:08Google Tag Manager uh Uh I sorry I want
23:00:10to create a
23:00:13events on my website. So I will pick any
23:00:17website suppose from here. Uh
23:00:22let me just see
23:00:28I will take the same website which we
23:00:30were discussing.
23:00:36This is my website. Okay. paulabriq.com.
23:00:40This is related to skincare, beauty and
23:00:42healthcare. And I want to I want to
23:00:45create an event here, right? So first of
23:00:48all, you have to see whether your
23:00:50campaign is live or not. I mean the uh
23:00:53GTM is working fine or not. Because this
23:00:55is already installed GTM. So let me see
23:00:57whether it is working fine. Then I will
23:00:59proceed to create an event here.
23:01:08Suppose this is a page
23:01:11we show you.
23:01:25Yeah, here you go. Yes, it is firing
23:01:27here. It means we can create an event.
23:01:29So now as per slide we have setting up a
23:01:32Google. So this is the same option.
23:01:35[snorts] Log into world tag manager.
23:01:36Navigate to tax option. Click a new tag.
23:01:38You can go to the tag option here. Then
23:01:41click a new tag.
23:01:44We can create a new tag here. Now let's
23:01:47see what type of events they are asking.
23:01:50You have to choose Google Analytics.
23:01:52Then event name, tracking ID. Okay, got
23:01:54it. So you can see here
23:01:59suppose I want to create a uh event for
23:02:03this particular button let's say uh
23:02:14contact us right contact us I want to
23:02:16see I want to create a event for contact
23:02:19us button how many people have clicked
23:02:21right so let's see how we can go here.
23:02:29So we have reached here. Again I'm
23:02:31coming in a basic way. You have to click
23:02:34on new.
23:02:36Then you have to name it contact us
23:02:40button.
23:02:48Then you have to select from here Google
23:02:51Analytics. Click on attack configuration
23:02:53tag type Google analytics then Google
23:02:56analytics gf for event because you are
23:02:58creating event. Now
23:03:00you have measurement ID it will be the
23:03:03Google code which is already mentioned
23:03:05here. So
23:03:12if you don't know the ID you can come
23:03:14here directly
23:03:18under data stream you can see
23:03:30this is measurement ID I have copied it
23:03:33and now I'm putting here and Event name
23:03:37I will use a event name here suppose uh
23:03:40contact us button the same name then
23:03:42triggering right triggering so
23:03:45triggering you have to make sure that
23:03:48yes you have to create a new triggering
23:03:50because it's a new button for you click
23:03:52here [clears throat]
23:03:54contact us button then
23:03:56you want clicks right so you have to
23:03:59select all elements then some clicks
23:04:02then you have to come here
23:04:05And uh you have to select text. Now this
23:04:08text should contain what? You have to
23:04:10come here and just click here inspect
23:04:13element on the contact us button. You
23:04:15will see the
23:04:18this name is coming contact us. Right?
23:04:20Let's try this whether it is trackable
23:04:22or not. It should contain contact us and
23:04:25it should be having click text. Right?
23:04:36some clicks again.
23:04:39You have to click on click text. Then we
23:04:42have
23:04:47now it's not showing an option of you
23:04:49know triggering. So let me just back
23:04:51here. So because it is having let's save
23:04:54it.
23:04:57So before you you want to trigger
23:05:00anything first of all you have to see
23:05:02what type of button they are having
23:05:04right
23:05:14now I'm coming here
23:05:16okay I'm clicking here right now we can
23:05:19analyze what type of clicks we have
23:05:25continue.
23:05:27Now you will see uh
23:05:31if I'm clicking on contact us so it will
23:05:34show you this click with the variable
23:05:37with contact us this is the name again
23:05:39you can see here
23:05:41right so again you can come here and
23:05:44then you can create I think it is
23:05:45already created that's why it is showing
23:05:47duplicacy so let me just on this for you
23:05:50this is already we have created but it
23:05:53is in GA3 not GA4 okay so that's Why we
23:05:58have to pause it again?
23:06:01I'm coming here. J4 then you can see
23:06:06triggering
23:06:07that new
23:06:09contact us
23:06:12button
23:06:14tracking
23:06:16right I'm just uh naming it for you. You
23:06:20can come all elements then some clicks
23:06:22then you have to select click text then
23:06:24contains contact us. Now it is visible
23:06:26save because that's already we have
23:06:28created the event with the same name
23:06:30that's that's why it was not showing
23:06:32save option now it is showing right I'm
23:06:34clicking save here
23:06:40save then you can submit publish
23:06:44so now we can see whether my uh contact
23:06:47us tag button is firing or not right so
23:06:50let's see again
23:06:52uh we have set up an event so we can
23:06:54come From here I you can set by having
23:06:57preview event
23:07:02continue. It's connected.
23:07:13Yeah, here you go. Now when I'm see you
23:07:16can see here it is showing only GF4 the
23:07:18tag file. When I'm clicking contact us
23:07:21at the bottom, see contact us. Now you
23:07:26can see contact us button. This is what
23:07:27we have created. So it is successfully
23:07:29firing here. Okay. This is what we have
23:07:31created. Contact us button. Just now it
23:07:33is now we can see it is tracking here.
23:07:36The same you can see in Google realtime
23:07:38analytics overview. Okay. So in this way
23:07:42we can see how to create an event. Okay.
23:07:48So the same thing mentioned here you
23:07:50have to go step by step having tracking
23:07:54ID event name.
23:07:56You can also add event to the JavaScript
23:07:59but uh Google tag manager is very
23:08:01friendly. You need not to do so many
23:08:02JavaScript function. It will having some
23:08:05confusion. Previously we were using
23:08:06JavaScript for event but now we have
23:08:08very easy method through Google Tag
23:08:11Manager. Right?
23:08:13So in the same way we can see in real
23:08:16time also
23:08:28now you can see.
23:08:38So you can see here the event name
23:08:41right now our event name is not
23:08:43appearing because we have stopped. Okay.
23:08:45So it will take a little bit of time
23:08:46because already we have confirmed here
23:08:49it is firing properly. Right. This is
23:08:51the actual confirmation you can receive.
23:08:54Later or sooner Google ad will uh come
23:08:57here and check it. I mean uh it will
23:09:01show you how the events are going. So
23:09:04let me see if you are having any event
23:09:06name again here.
23:09:08Uh yeah you can see here guys you can
23:09:11see here that contact us button right
23:09:13this one we have created just now it is
23:09:16visible here so our events are firing in
23:09:18a real time option so this is all from
23:09:21Google analytics and you know uh the
23:09:23options we have
23:09:24>> let's start with why digital marketing
23:09:27is booming right now by 2026 75% of
23:09:31global ad spends will be on digital
23:09:33platforms why because businesses need to
23:09:36go where their customers are and today
23:09:39customers are always online. The first
23:09:41reason is the rise of e-commerce
23:09:44platforms like Amazon and Flipkart are
23:09:47driving massive online shopping trends.
23:09:49Digital marketers are essential to
23:09:52capture this audience. Second is
23:09:54datadriven advertising. Companies now
23:09:57have the ability to understand customer
23:09:59behavior better than ever before. Third
23:10:02is global reach. A small business in
23:10:05India can now sell products to customers
23:10:08in the US with just a few clicks thanks
23:10:11to digital marketing. Now this growth is
23:10:14creating a huge demand for skilled
23:10:17digital marketers who can drive results.
23:10:19And the best part is you can start your
23:10:22journey today itself. Now let's talk
23:10:25about the core skills that every digital
23:10:27marketer needs especially in 2026. Now
23:10:31to thrive as a digital marketer, you
23:10:33will need a mix of technical,
23:10:35analytical, and creative skills. Let's
23:10:37break it down. The first one is search
23:10:40engine optimization, which is SEO. Learn
23:10:43how to optimize websites so that they
23:10:45rank higher on search engines like
23:10:48Google. Second one is payperclick PPC
23:10:52advertising. Master platforms like
23:10:54Google Ads to create paid campaigns that
23:10:57deliver instant results. The third one
23:11:00is content marketing. From blogs to
23:11:02videos, crafting engaging content is a
23:11:05key to attracting and retaining
23:11:07customers. Next up, we've got social
23:11:10media marketing. Build communities and
23:11:12run targeted ad campaigns on platforms
23:11:15like Instagram, LinkedIn, and Tik Tok.
23:11:18Data analysis. Now, tools like Google
23:11:20Analytics help you track performance and
23:11:23improve campaigns. Also, make sure to
23:11:26use tools like HubSpot to streamline
23:11:28repetitive task making your campaigns
23:11:30more efficient. These aren't just
23:11:33skills. They are your toolkit to
23:11:35dominate the digital marketing space.
23:11:37So, now that you know what are the core
23:11:39skills required, let's have a look at
23:11:41the future trends in digital marketing.
23:11:44The future of digital marketing is both
23:11:46exciting and fast-paced. So, here's
23:11:49what's shaping the coming years. The
23:11:51first one on our list is artificial
23:11:53intelligence. Now AI is no longer just a
23:11:56buzzword. Tools like ChatJ can now write
23:11:59ad copies, analyze data and even predict
23:12:02customer behavior. Imagine creating
23:12:05hyperargeted campaigns that in minutes.
23:12:08Second one is immersive technologies. AR
23:12:11and VR are changing the customer
23:12:13experience. Think virtual tryons for
23:12:16clothes or immersive virtual tours for
23:12:18real estate. Next is voice activated
23:12:22marketing. With smart speakers like
23:12:24Alexa, Google Home, voice search is
23:12:27exploding. Optimize for conversational
23:12:30keywords to stay ahead. Next on our list
23:12:32is ethical marketing. Consumers demand
23:12:35transparency and brands that prioritize
23:12:37sustainability and ethical practices are
23:12:40leading the way. The future isn't just
23:12:43about technology. It's about creating
23:12:45meaningful human centered marketing
23:12:48experiences. Now, let's look at
23:12:50step-by-step road map to become a
23:12:52digital marketer expert. Let's break
23:12:55down these step by step. Now, if you're
23:12:58wondering how to start and grow in
23:13:00digital marketing, here's your ultimate
23:13:02road map to follow. And trust me,
23:13:04whether you are a beginner or someone
23:13:06looking to switch careers, this guide
23:13:08will set you on the right path. Let's
23:13:11move on to our first step, which is
23:13:13learning the basics of marketing. I know
23:13:16this sounds old school, but hear me out.
23:13:18Every successful marketer, whether they
23:13:20are running million-dollar campaigns or
23:13:22writing viral post, they understand the
23:13:25core principles of marketing. But you
23:13:27don't need to read textbooks all the day
23:13:29long. Start small. Watch free YouTube
23:13:32videos. Enroll in Google Digital's
23:13:33garage. It's free and it's perfect for
23:13:36beginners. Get familiar with concepts
23:13:38like the four Ps of marketing which is
23:13:40product, price, place, promotion and the
23:13:43buyer's journey which is awareness,
23:13:45consideration and decision. Remember
23:13:48digital marketing is just a traditional
23:13:51marketing adapted to digital platforms.
23:13:54Now second step is understanding digital
23:13:56marketing channels. Once you've got the
23:13:58basics, it's time to explore the core
23:14:01digital marketing channels. You can
23:14:03think of these like the tools in your
23:14:05toolkit. Each one has a specific
23:14:07purpose. Starting with understanding
23:14:10search engine optimization. Imagine this
23:14:12as planting a garden. You want your
23:14:15website to bloom on the first page of
23:14:18Google when someone searches for related
23:14:20topic. Learn about technical SEO
23:14:23keywords and link building tools like
23:14:26Seamrush and Hrefs will help you find
23:14:28the right keywords and track your
23:14:30progress. Next one is payperclick
23:14:33advertising. Think of this as your
23:14:36shortcut to the top of the search
23:14:38engines. With platforms like Google Ads,
23:14:40you pay to get your ad shown to the
23:14:43right audience. Now, mastering Google
23:14:45Ads can open doors to job as campaign
23:14:48manager or paid media specialist. It's
23:14:51high impact and in demand. Next is
23:14:54social media marketing. Social media
23:14:57isn't just about posting cute pictures.
23:14:59Platforms like Instagram, LinkedIn are
23:15:02marketing powerhouses. You must learn to
23:15:05engage your audience, run targeted ads
23:15:07and analyze performance using tools like
23:15:10hootsuit. Next one is content marketing.
23:15:13Think blogs, post, videos, infographics.
23:15:16Content builds trust with your audience
23:15:19and keeps them coming back for more. Now
23:15:21tools like Canv Grammarly are great for
23:15:24creating and polishing your content.
23:15:26Next one is email marketing. Did you
23:15:29know email marketing has the highest ROI
23:15:31of any channel? Learn to segment your
23:15:34audience and automate campaigns using
23:15:36tools like Mailchimp. Each channel
23:15:39serves a unique purpose but together
23:15:42they are unstoppable. Next one is
23:15:44building your online presence. Now
23:15:47before you market for others, you need
23:15:49to market yourself and this is where you
23:15:51build your personal brand. Create a
23:15:54website or blog. Now platforms like
23:15:56WordPress and Wix make it easy to get
23:15:59started. No coding needed. Write about
23:16:01what you're learning in digital
23:16:03marketing, SEO tips, campaign ideas, or
23:16:06even tool reviews. This shows potential
23:16:09employers that you are serious. Next one
23:16:12is set up your online presence. Create
23:16:15personalized profile on LinkedIn,
23:16:17Instagram, and Twitter. Share post about
23:16:20industry insights, tips, and your
23:16:22learning journey. Why is it important?
23:16:25Because employers will Google you. If
23:16:27they find an active blog or LinkedIn
23:16:29page full of insights, you will
23:16:31instantly stand out. Plus, it's great
23:16:33for playground to test what you're
23:16:35learning. Next is gaining certification.
23:16:38Now, certifications are your golden
23:16:40ticket in digital marketing. They prove
23:16:43your skills and make hiring managers
23:16:45take you seriously. Here are some of the
23:16:47must-h have. First one is Google Ad
23:16:50Certification. Learn how to create and
23:16:52optimize PPC campaigns. Google ads
23:16:55specialists are in high demand
23:16:57especially for freelance gigs. Next is
23:16:59Google Skillshop which offers free
23:17:02certification programs. Google Analytics
23:17:04G4 is a gamecher for tracking website
23:17:07performance. It shows how people
23:17:09interact with your site, what's working
23:17:11and what's not. Companies love marketers
23:17:14who can turn data into actionable
23:17:16insights. Moving on to our next step
23:17:18which is gaining hands-on experience.
23:17:21And here's where the magic happens. Real
23:17:23world experience you learn by doing.
23:17:26Freelance project. Start small. Offer to
23:17:28run social media campaigns or Google ads
23:17:31for local businesses. Let's say for
23:17:33example creating a Facebook ad for
23:17:35neighborhood cafe and track how many new
23:17:38customers they get. Second is
23:17:40internship. Interning ad agencies or
23:17:42startups give you exposure to tools like
23:17:45Google ads, HubSpot and Hootsu. Next one
23:17:48is mock projects. Can't find clients?
23:17:51Create hypothetical campaigns. For
23:17:53instance, design a strategy for a
23:17:55fictional online store and include all
23:17:58in your portfolio. Experience build
23:18:00confidence and credibility. When you
23:18:02show real results, even from small
23:18:04projects, you're already ahead in the
23:18:06competition. Next step is specializing
23:18:08in a niche. Now, as you gain experience,
23:18:11you will discover what excites you the
23:18:13most. Maybe it's an SEO or maybe you
23:18:15love creating content. Specialization
23:18:18makes you an expert and experts are paid
23:18:21more. SEO specialists help websites rank
23:18:25higher on Google. PBC manager manage
23:18:28high budget and campaigns and drive ROI.
23:18:31Content strategists create engaging
23:18:34content that builds brand loyalty.
23:18:36Specialization doesn't mean limiting
23:18:38yourself. It means being the go-to
23:18:41person in your chosen field. Now, by
23:18:43following these steps, you will have the
23:18:45skills, certifications, and experience
23:18:47to thrive in a digital marketing space.
23:18:50Next, we'll talk about the career levels
23:18:52and salaries. Let's talk about earning
23:18:55potential. Your salary in digital
23:18:57marketing depends on your experience and
23:19:00specialization. First one is the
23:19:02entrylevel roles. roles like SEO
23:19:05analyst, social media coordinator and
23:19:07content writers. Now talking about the
23:19:09salary, so in India you can expect
23:19:12around three lakh to six lakh perom
23:19:14while in the US you can expect $50,000
23:19:18to $70,000.
23:19:20Next one is the midlevel roles roles
23:19:23like digital marketing specialist, PPC
23:19:25manager and content strategist. In India
23:19:28you can expect salary around six lakh to
23:19:3112 lakh peranom and in US you have
23:19:34salaries ranging from $70,000 to
23:19:37$100,000.
23:19:38Now let's talk about the leadership
23:19:41roles. Roles like head of digital
23:19:42marketing, chief marketing officer. also
23:19:45have senior level roles like SEO
23:19:47manager, paid media director, digital
23:19:49marketing manager and in India you can
23:19:52expect salary for these role 40 lakh
23:19:55peranom and in US you have salaries
23:19:57ranging more than $150,000.
23:20:00So it starts from $120,000 and it can go
23:20:03more than $150,000.
23:20:06The key to growth is specialization and
23:20:09consistent skill building.
23:20:11To stay ahead in this dynamic field,
23:20:14join online communities and continuously
23:20:16learn new tools like Chad GBT. Most
23:20:18importantly, adapt to industry changes
23:20:21and keep experimenting. Digital
23:20:23marketing is your ticket to an exciting
23:20:25and rewarding career. So whether you're
23:20:27starting fresh or looking to scale up,
23:20:30this road map will guide you every step
23:20:32of the way.
23:20:32>> So if you're interested in digital
23:20:34marketing, you probably already know how
23:20:36powerful this field is. It's all about
23:20:38helping brands reach people online,
23:20:41creating content that stands out and
23:20:43using smart strategies to make an
23:20:45impact. And here's the best part.
23:20:47Companies need skilled digital marketers
23:20:49more than ever right now. Why? Because
23:20:52everything is going digital. And that's
23:20:54great news for people like you who want
23:20:56a career in this space. So there are so
23:20:58many roles you can go for from social
23:21:00media manager to content creator to SEO
23:21:03expert. Plus, digital marketing careers
23:21:06offer excellent salaries and there's
23:21:08plenty of room to grow. But here's
23:21:10something important to keep in mind. If
23:21:12you really want to stand out and land
23:21:14the best jobs, getting certified is key.
23:21:17Certifications show that you're serious
23:21:19about your skills. You know the latest
23:21:21tools, and you're ready to hit the
23:21:23ground running. It's like having a badge
23:21:24that says, "I'm ready for this." So
23:21:27first on our list is a professional
23:21:28certification in digital marketing by
23:21:31SPGN school of global management. So
23:21:34it's recognized as a top ranked
23:21:36institution SBJN in collaboration with
23:21:39Simpleon. This course offers a
23:21:41professional certificate that makes you
23:21:43job ready in just 8 months. So this
23:21:46program covers essential tools like SEO,
23:21:48SEM, social media, mobile marketing,
23:21:51marketing analytics and even the latest
23:21:53generative AI tools for marketing. So
23:21:55here are the key features. It has got
23:21:57certificate from SPGN school of global
23:21:59management as well as simply learn is a
23:22:01collaboration. There's master classes by
23:22:03top faculty and meta blueprint trainers.
23:22:06They provide hands-on learning with 35
23:22:08plus digital marketing tools, 10 plus
23:22:10case studies and 20 plus industry
23:22:12projects. Also you get a free meta
23:22:14certified digital marketing associate
23:22:16exam workshop. You can learn to leverage
23:22:18NAI tools to streamline sales and
23:22:20marketing strategies. Also, you have
23:22:22access to live online classes delivered
23:22:24by experienced digital marketing
23:22:26experts. You can work on five capstone
23:22:28projects and solve 15 plus scores and
23:22:31projects that replicate real world
23:22:32scenarios. Also, you can work on case
23:22:35studies on renowned brands like Adidas,
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23:22:52Also, Simply Learn's job assess program
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23:23:15You'll gain skills in digital marketing
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23:23:23best part is designed for beginners. So
23:23:25no degree or pure experience is needed.
23:23:27Now the key features of this course is
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23:23:50also get hands-on practice by working on
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23:24:04such as marketing coordinator,
23:24:06e-commerce associate, paid search
23:24:08specialist and more. So this is a great
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23:24:12marketing and wanting a well-rounded
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23:24:15Google behind them. So the projects you
23:24:17complete during this program will be
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23:24:23search engine optimization SEO course
23:24:25from simply learn ranked among the top
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23:24:34you master SEO strategies to drive sales
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23:24:39will attend live interactive sessions
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23:24:44hands-on experience with industry tools
23:24:46like Semrush, Edge Revs, malls and more.
23:24:49So the key features of this course
23:24:51include access to comprehensive SEO
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23:25:00learning. Also practical learning
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23:25:25translate to tangible business results.
23:25:27You can also master tools like semrush
23:25:29ars mo and Google keyword planner for
23:25:32datadriven SEO. So if you are mainly
23:25:35aiming to become an SEO expert or boost
23:25:37your skills in optimizing websites, this
23:25:39course offers everything you need from
23:25:41technical SEO to voice search
23:25:43optimization and conversion strategies.
23:25:46So the combination of expertled training
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23:25:50with the needed skills to excel in this
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23:26:01marketing managers, and anyone looking
23:26:04to break into digital marketing space.
23:26:06So the course focuses on a human-
23:26:07centered inbound first approach to
23:26:09create a solid digital marketing
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23:26:13engages users and ranks well on search
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23:26:19you create HubSpot Academy account. It
23:26:21also gives you personalized training
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23:26:24learning goals. It covers key digital
23:26:26marketing aspects like SEO, social media
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23:26:31globally recognized certification which
23:26:33is available in five languages. Also
23:26:35learn to optimize your website and build
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23:26:39audience reach. So this course not only
23:26:42helps you build skills but also provides
23:26:44a globally recognized certification that
23:26:46sets you apart in the job market. Now
23:26:49fifth on our list is a technical SEO
23:26:51course by Bastian Grim on Semish
23:26:53Academy. So this free course is tailored
23:26:56for those new to technical SEO or
23:26:58professionals looking to deepen their
23:26:59knowledge. So whether you're an SEO
23:27:01consultant or working agency site,
23:27:04Bastion Grim's in-depth modules will
23:27:06help you grasp complex technical SEO
23:27:08concepts including crawling, indexation,
23:27:10and HTTP response tools. The best
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23:27:17essential topics such as international
23:27:19SEO and potential issues to avoid. It is
23:27:21engaging up-to-date content that aligns
23:27:23with the everchanging SEO landscape and
23:27:26also it has practical applications that
23:27:27strengthen your understanding and
23:27:29implementation. So this course equips
23:27:31you with a technical know-how to tackle
23:27:33complex SEO challenges and ensures your
23:27:35skills remain sharp in this evolving.
23:27:37Wow, what an epic journey through the
23:27:39complete digital marketing course for
23:27:412026.
23:27:43You have just mastered digital marketing
23:27:45fundamentals. If this digital marketing
23:27:48course leveled up your skills, smash
23:27:50that like button, share it with a friend
23:27:52chasing SEO, PPC, or even content
23:27:54marketing dreams, and subscribe for more
23:27:56free courses. Thank you for learning
23:27:59with me. Go crush it in digital
23:28:01marketing. See you in the next video.

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