What is Search Engine Marketing and How it Works

Search Engine Marketing is the method of promoting and advertising in which the organisation’s
content is made to be found at a higher rank when searched for in a search engine. The concept is
similar to search engine optimisation (SEO) except for the fact that search engine marketing is a paid
advertisement. Search engine marketing helps businesses to target consumers towards their
products and services. What the companies do is buy top-ranked search engine result pages to
display their personalised ads through the help of an auction process. Some of the commonly used
search engines are Google, Bing, and Yahoo.

How does Search Engine Marketing Work?

Search engine marketing works by the following process:

Step 1: There are certain phrases or keywords that consumers use while searching for a product on a
website.

Step 2: The companies need to list the probable topics in a spreadsheet that they want to rank. The
topics listed should correspond with the products and services that they assume will mostly be
demanded by the consumer.

Step 3: Next they need to broaden the topics and identify the specific keywords or phrases that they
think their customers might use or are already using while looking for the product or information.
This process of determining the most used keyword is known as keyword analysis. Keyword analysis
can be done with the help of certain tools and software such as Google Analytics, WordStream, and
Hub Spot’s source report. It must be made sure that the keywords are the exact phrases used by the
consumers.

Step 4: After bidding for the appropriate keywords, the marketers purchase ad space at the top of
search engine result pages so that their advertisements are displayed at a higher rank when searched
for the same.
Step 5: The payment to the search engine providers is done based on pay-per-click. In this system,
every time a user or a consumer clicks on the website’s link, it gets tracked and they get their
payment based on the number of clicks generated.

Importance of Search Engine Marketing

1. Helps the Consumers in Convenient Online Purchasing: Consumers looking for particular products
can search for the same by simply using keywords that match suitably with the specifications of the
product. In this way, the products will reach to right customers.

2. Convert Leads to Potential Customers: In search engine marketing, only interested consumers
search for particular products that they seek to buy. Therefore organisations directly place their
products in front of potential customers. This generates high rates of conversion in the business.

3. Targets Huge Traffic: Search engine marketing enables quick targeting of large audiences as the
products and information are readily available as and when searched for.

4. Pay-Per-Click: In a pay-per-click, organisations pay advertisement companies only based on the

total number of clicks generated from the website link. In this way, organisations pay only for the
potential customers who seem to be interested in the products and services. Thus, search engine
marketing cuts down high advertisement costs.

5. Enhances Trust: Because search engine marketing attracts large traffic, it ensures a maximum
number of visitors to the website due to which it increases trust signals by Google.

6. Appropriate Market Segmentation: Since the products are directly displayed in the search engines
as soon as the keywords are searched, search engine marketing enables proper market segmentation
by correctly targeting the right customers and geographical area.

7. Keeps Track of Performance: Through search engine marketing analysis tools and software,
organisations can track the performance of their campaigns whether they are doing well or they
need to change their marketing strategies. They can have a proper analysis of the quantity of sales
and demand for the product through search engine marketing campaigns.

Difference Between SEM and SEO

Basis SEM SEO

Improves sponsored rankings Optimises unpaid rankings in

Function
in search results. search results.

It is a paid advertisement It displays organic search

Cost model. Payment is done on results i.e., they are unpaid
the basis of PPC. means of advertisement.

Ad space rank The contents advertised The contents advertised

through SEM are shown at through SEO are shown in the
the top of the search engine middle or below the SEM
Basis SEM SEO

advertisements on the search

result page.
engine result page.

In a SEM, traffic stops as soon SEO takes time to rank higher

Effectiveness
as pay-per-click is withdrawn. in search results.

SEM provides short-term SEO provides greater

Time
outcomes. outcomes in the long run.

SEM is entirely dependent on The marketing strategies in

Marketing strategies advertisement costs spent by SEO need to be analysed and
the company. tailored from time to time.

What Are PPC Tools?

PPC tools are software applications that help marketers create, manage, analyze, and optimize
their pay-per-click advertising campaigns.

Different PPC tools can specialize in various aspects of running an ad campaign, including:

 Keyword research: Identifying the most effective keywords for your ads

 Competitive analysis: Understanding your competitors' strategies

 Ad creation: Designing compelling ad content

 Campaign management: Overseeing, adjusting, and optimizing your ad campaigns

 Automation: Using software to automatically handle certain tasks (e.g., bidding)

 Performance tracking: Monitoring your ads’ success

Why Are Pay-Per-Click Tools Important?

PPC marketing tools streamline the process of running pay-per-click ads. Making it more efficient and
effective.

Here are some of the specific reasons why they’re important:

 They automate complex tasks to save you time and minimize errors

 They provide insights into market trends and competitors’ strategies

 They help you create and manage campaigns more efficiently

  They enable real-time performance tracking, so you can make adjustments for better results

 They help you better manage your budget

 PPC Tools
 There are tons of different pay-per-click tools.
 We've listed these PPC marketing tools under two
broad categories:
 1. Google-Focused PPC Tools
 2. Amazon-Focused PPC Tools
Google-Focused Pay-Per-Click Tools

These PPC tools allow you to maximize the effectiveness of your Google PPC ads.

They offer features for keyword discovery, competitive analysis, ad creation, bid management,
detailed analytics, and more.

Here are some of the most popular Google PPC tools:

1. Advertising Research

Semrush’s Advertising Research tool allows you to analyze your competitors’ Google ad strategies.

It provides insight into your competitors’ ad keywords and ad copy.

Open the tool, enter a competitor domain that you want to research, and click “Search.”

You’ll then see an overview of that competitor’s total number of paid keywords driving users to their
site, their estimated traffic from paid search, and their estimated traffic cost in the “Positions” tab.
Next, go to the “Ads Copies” tab to see your competitors’ actual ad copy and the corresponding
keywords.

2. Keyword Magic Tool

Semrush’s Keyword Magic Tool provides keyword suggestions (ideas for new keywords you could
target). And additional information such as:

 Monthly search volume: The estimated number of searches for a particular keyword in a
month

 Competitive density: An estimate of the level of competition in Google Ads for a particular
keyword

 Cost per click (CPC): The average amount advertisers pay for a click on their ads

This PPC keyword research tool helps you manage, optimize, and expand your keyword lists to use in
PPC campaigns.

You can identify cost-effective keywords, understand their search intent (the reason behind
searchers’ queries), and analyze their search trends.
Open the tool, enter your seed keyword (a broad search term related to your business) into the
search bar, choose a country, and click “Search.”

You’ll see a list of keywords. Use the match modifiers (highlighted below) and filters to refine your
results.
Select relevant keywords by checking the boxes and clicking “+ Add to keyword list” to export them
to Keyword Strategy Builder.
Keyword Strategy Builder stores all your keywords in one place. And allows you to generate keyword
clusters (groups of highly similar search terms) you can build your campaigns around.
You can also change the date to see campaigns that were run in previous months. The tool allows
you to access historical data dating back to 2012.

Advertising Research also lets you see:

 How your competitors’ paid search rankings have changed over time

 Who else is bidding on those keywords (meaning who’s willing to pay a certain amount to
target those keywords in their ads)

 The landing pages your competitors' ads were driving traffic to

Google Adwords

The people who own a company and want to grow their business at a large scale, Google Adwords is
the right and best platform for them. Also, the entrepreneurs who are passionate about their
startups and wish for a wealthy future, Google Adwords can become a helping hand in fulfilling their
wishes. Especially the owners of any website can make use of Google Adwords in order to increase
their website rank as well as the traffic over their websites. Google Adwords plays a tremendous role
in the world of Digital Marketing. Various companies and businesses advertise their products across
the globe using Google Adwords, and conversely, Google Adwords targets new customers for them
and help in growing such organizations.

o Google Adwords is a platform offered by Google. It is an advertising tool or system of Google,

which is also known as Google Ads. It was initially released on 23 October 2000.
o It is an online platform that let business and companies briefly advertise their products,
services, offerings, application installations, and many more to the internet users within the
Adwords network.

o This online platform provides a bidding space to the advertisers. Advertisers bid on certain
keywords that are perfect for the competition and relevant for the company's growth. These
perfectly selected keywords appear as the clickable ads for the Google search boxes.

o Google Adwords is the game of auction and bids. There are millions of businesses or startups
which use Google Adwords for advertising their products and reach new customers and scale
up their businesses.

o The advertisers need to pay some amount for these clicks, and in this way, Google makes
money from the searches.

o However, if the advertiser bids on the wrong keywords, Google Adwords will become less
effective for the company's profit and may or may not work for the advertiser. The records
tell us that Google has proven too effective in leading the growth of companies and
businesses.

o The advertisers are required to invest their money on the right keywords, write strong
content, and use high-quality CTR ads.

o What are Google Ads Keywords

o Keywords are the words or phrases through which the internet users
complete their search. For example, you have a keyword as 'sell my
mobile' for an ad, and when any user searches for 'sell my mobile',
your ad will appear on the search result page because of the keyword.

o
o Google Ads keywords are those keywords on which the advertiser bids
to see their advertisements with the top searches of Google, i.e.,
on SERP (Search Engine Results Page). If the keywords of the
advertisers are powerful enough and are having good quality scores,
they appear as Google Ads with the top searched links. The advertisers
use keyword research tools to examine and know the keywords that
can bring good traffic to their website as well as ads. Google Adwords
is responsible for providing huge profits to various companies and
businesses. In turn, Google earns a high profit. The revenue of Google
Adwords is based on some top expensive keywords. The following chart
 shows the top 20 expensive keywords, which return a huge revenue of
approx. 97% in Google accounts:

o
o Most of the top expensive keywords are related to the financing and
industry sectors. Both of these sectors manage a vast sum of money.
Google takes a high cost for these expensive keywords from the
advertisers whose products or services are related to the finance and
industry sectors through PPC (pay-per-click) advertisements.

What is Display Advertising?

Display Advertising refers to displaying graphical, visual, or
multimedia advertisements on websites, applications, or social
media platforms. These advertisements might be banners,
photos, movies, or interactive features, among other formats.
Display advertising, as opposed to text-based ones, tries to draw
viewers in with eye-catching images and graphics. Advertisers
can efficiently target certain audiences by using data like
demographics, interests, and browsing activity. Display
advertising is important because it helps companies create
visually appealing material that increases brand awareness,
drives traffic to their websites, and eventually generates leads or
sales.
Importance of Display Advertising

1. Visual Appeal and Branding: Advertisers do their job especially well by displaying ads with
graphics, images, and videos that will grab their target audience's attention. Intuitive visual support is
a brand recognition factor and is one of the key elements that form the basis of a strong visual
identity, thus leading to a memorable and positive brand image.

2. Targeted Reach: Display advertisements are more exact because they can target specific viewers
using demographics, interests, actions, and locations. By using this focused technique, the ad
audience will probably include the people who are the right audience to listen to the ad, which
increases the chances of getting agents and converters.

3. Increased Visibility: Improving the brand value, ads appear at key places and become highly
visible as they are said to be in the internet space that is the main highway of traffic. This enlarged
visibility goes hand-in-hand with building a brand, which aims to reach a large audience and get new
customers.

4. Retargeting Opportunities: Display advertising enables re-marketing campaigns, which let

marketers target visitors who have already acted in a certain way online. This customized approach
usually yields a higher conversion rate due to customers being reminded of the items or services they
had shown prior intentions to buy.

5. Multi-Platform Presence: Display advertising is the most versatile outlet as it can be displayed on
all digital platforms like websites, social media pages, mobile applications, and more. Therefore, a
multichannel presence will provide an opportunity for brands to stay at the forefront and shape
consumer opinion by connecting with their audience, utilizing digital environments, and promoting
their brand campaigns.

Pros of Display Ads

1. Increased Brand Visibility: The display ads project the brand's visibility by being the first thing to
appear on the webpages, which are visited by everyone; thus, the company’s message is well
marketed to the public.

2. Targeted Advertising: The traditional banner display ads on a website also offer identifying
features such as demographics, interest, behavior, and other platform-specific data. Such one-to-one
advertising helps to raise the level of engagement through contact with a relevant target group.
3. Visual Appeal: By using strong visuals, display ads attract attention and deliver messages more
efficiently than read-on-the-screen ads. The use of appealing images and videos may strengthen the
association with the brand on the memory level, which is one of the markers of successful
advertising campaigns.

4. Versatility in Ad Formats: The gallery of display advertising encompasses different ad types,

including banners, images, videos, and rich media, which come in different forms. Hence, they can
use any of the available formats for their specific campaign.

Cons of Display Ads

1. Ad Blockers: Today, digital ad blockers can challenge all display ad campaigns, as more and more
users incorporate ad blockers as part of their software to filter undesirable ad content, undermining
the ad's impact.

2. Banner Blindness: The content-faced user will train their “banner blindness” to consciously or
subconsciously neglect those banner ads, resulting from the familiarity they have with the placement
and appearance of such ads on websites.

3. High Competition: Every online business is using display ads now; therefore, there will be very few
site owners who are ready to host your ads due to the intense competition in the ad space. This
makes it budget-friendly to be able to pose, hence one way or another, with pricey biggies like
making visibility limited on sites of small-sized enterprises with limited budgets.

4. Limited Message Conveyance: Most commonly, these ads are printed on limited space, so you
may find it quite difficult to explain the complexities and details of the message. Marketers have to
shorten and scream about their actions to win attention and benefit from it.

How does Display Advertising Work?

Advertising of the multidimensional type is based on a combination of the appliance of technologies,

data, and intellectual capabilities to accurately address the audience and present them with a
personalized message. The following steps provide an overview of how display advertising works,

1. Advertiser Setup: An advertiser creates a display ad campaign with specific goals, such as driving
website traffic, increasing sales, or raising brand awareness. They also define their target audience,
budget, and other campaign parameters.

2. Ad Creative Creation: The advertiser designs the visual elements of the display ads, including
images, text, and sometimes interactive features like animations or videos. These creatives should be
attention-grabbing and relevant to the target audience.

3. Ad Placement Selection: Advertisers choose where they want their ads to appear. This can include
selecting specific websites, mobile apps, or categories of content where their target audience is likely
to spend time. Advertisers can also utilize targeting options to reach specific demographics, interests,
or behaviors.

4. Ad Auction and Bidding: Ad space on websites and apps is typically sold through ad networks or
exchanges. When a user visits a webpage or app, the publisher's ad server sends a request to an ad
exchange or network, seeking an ad to fill the available space. Advertisers participate in real-time
auctions to bid on this ad space. The highest bidder's ad is then displayed.
5. Ad Display: If the advertiser's bid wins the auction, their display ad is shown to the user on the
publisher's website or app. The ad appears in the designated ad slots, such as banner placements,
sidebar placements, or interstitial ads.

6. User Interaction and Engagement: Users who view the display ads may choose to interact with
them by clicking on the ad. Clicking on the ad typically directs the user to the advertiser's website or
a specific landing page relevant to the ad's content.

7. Tracking and Optimization: Advertisers track the performance of their display ad campaigns using
various metrics such as impressions, clicks, conversions, and return on investment (ROI). They
analyze this data to optimize their campaigns, adjusting targeting parameters, ad creative, or bidding
strategies to improve results.

8. Ad Retargeting: For users who interacted with the ad but didn't convert (e.g., make a purchase),
advertisers may implement retargeting strategies. This involves displaying follow-up ads to these
users as they browse other websites or use other apps, encouraging them to return and complete
the desired action.

What is a digital marketing report?

A digital marketing report is a compilation of essential information about your digital marketing
strategies and campaigns all in one place. Depending on your current strategies and goals, your
report can consist of various metrics and data points to help you track the success of your
campaigns.

Why do you need digital marketing reporting?

Now that you know the answer to the question “what is a digital marketing report”, let’s dive into
how it can help your company.

Digital marketing reporting is essential for the success of any business. Here are three key reasons
why your business needs digital marketing reporting:

 Create data-driven strategies: Strategies backed by data instead of gut feelings drive the
best results for your business. You can analyze essential data to inform your current
marketing strategies with a digital marketing report.

 Drive more leads and conversions: Your report can help you learn more about your
audience, like how they interact with your campaigns and website pages. As a result, you can
implement more personalized marketing messages that drive more leads and conversions for
your business.

 Earn a higher ROI: Marketing reports help you identify problem areas in your current
campaigns. That means you can optimize your strategies and drive better results, helping you
earn a higher ROI in the long run.

If you want to drive more sales and revenue to help your business grow, tracking and analyzing your
campaigns with a digital marketing report is a must.

5 Top different types of marketing reports

Each company focuses on different types of reports that are unique to its business. Here, we will
focus on five types of reports universally used across sectors and industries.
1. Informational marketing reports

The key feature of an information report is to be clear and concise. You need to give a snapshot of
your activities to keep stakeholders updated on all your ongoing marketing projects without diving
too deeply into an analysis. Three ways you can achieve this are:

 Stick to your key and basic metrics and key performance indicators (KPI)

 Use visuals to condense information, for example, charts and graphs

 Do updates regularly, either weekly, bi-weekly, or monthly

2. Analytical marketing reports

The digital marketing analytical report is where you go in-depth with your information. Here, you can
provide insights into what is working with your projects or strategies and where improvements can
be made.

You can investigate data trends deeply or perform comparative metrics over different periods with
your findings. Ensure that insights and actionable recommendations based on these findings are
always included.

3. Marketing operational reports

Operational reports focus on the day-to-day functions of your business. They usually include
breakdowns of daily tasks and metrics relating to operational efficiency, such as timelines and
resource allocation. There are a number of ways that you can incorporate operational reports into
your digital marketing strategy. They can:

 Monitor the status of ongoing campaigns or projects

 They can ensure alignment with project timelines and goals

 You can use them to manage team performance and workload distribution.

4. Product reports

Performance and the reception of individual projects and services are written in a product report.
They assess launches and give insight into customer behavior and preferences. While most of the
information might come from the sales department, the product report should include various digital
marketing metrics as well. It can also be a useful document for the marketing team to see what
products are performing well, within a digital context. The key features of a project report include:

 Sales and conversion data

 Customer feedback and reviews

 Performance metrics across different marketing channels

5. Industry reports

Previous reports have focused mostly on a business’s internal processes and sales or performances.
The industry report takes a larger view of the benchmarks and trends within your industry.

It gives you insight into competitors and even discover gap markets or growth opportunities. They
look at where your business is positioned within the entire industry landscape.
What is Google Analytics

For every successful organization, regardless of industry- Education Transportation, travel or health,
Google analytics is widely used to have a deeper insight into customers. As a result, organizations
choose the right approach in terms of serving their clients.

What is Google Analytics

Google Analytics is a service provided by Google, which is extensively used to track activities of the
users on the websites. It helps you to evaluate the visitors’ data on your website in-depth. Google
Analytics is the main tool for traffic control in any aspect. Almost every piece of content you post
online can be tracked in your dashboard and monitored there. The microscopically close view of each
piece of content helps you to see the interaction, and determine what works and what does not.
Robust search features and the ability to create queries also give you the ability to immerse your
data online.

What is calculated by Google Analytics?

Dimensions and metrics are the cornerstones of Google’s analytics studies. Dimensions are the
attributes of your results, such as the city from which traffic comes, the page you are calculating, or
the platform that you are analyzing on social media. Of certain dimensions, metrics are quantitative
measures. For example, if you are looking at how your ads are doing in certain cities (the dimension),
your metric will be the number of paid sessions you’ve registered.

Why Should you use Google Analytics?

 Google Analytics is free to be used online without any subscriptions or purchases. Besides, it
furnishes you with tracking statistics, numbers, and analysis at no cost. To join Google
Analytics you will require a Gmail account which is also free to create in case of not having
one.

 With Google Analytics, you can know the age, gender, interest, device, and location of your
audience.

 Real-Time Monitoring lets you track web or device operation. Such reports are constantly
updated, and any interaction with your site is reported just seconds after it occurs.

 Real-time monitoring lets you monitor location statistics, traffic sources, how many users are
actually on your site, what pages they communicate with, and statistics about the conversion
targets.

 The service has a large collection of guides, support pages, videos, and simple navigation and
application tools.

 New features are introduced regularly; the Web Analytics software has developed into a
high-end solution for small, medium, and large (multinational) companies.

 The Google Analytics service helps you to evaluate the visitors’ data on your website in-
depth. It not only works very well on the web but its version of the Google Play Store makes
it entirely available for smartphones and tablets. Google Analytics also works effectively with
Google AdWords.
  It enables you to understand which social platforms to target such as Facebook, Linkedin,
Twitter, etc. By using Google Analytics, you have access to view what catches the attention of
the users and then place the ad accordingly.

 Automatic collection of data. All you need to do is set up your Google Analytics account and
copy a simple piece of code on your website. So Google Analytics starts automatically
gathering data from your website and generating reports accordingly.

 Google analytics helps companies to define competition, It gives them an insight into how
many visitors your competitors’ websites have in comparison with your website.

What are the cons of Google Analytics?

 Data will never be 100% right, and the use of it for eCommerce is daunting.

 Large sites run into sampling problems that make it difficult for more granular studies to
achieve statistically meaningful results.

 Google owns the website, meaning the organization can alter or upgrade its features at any
time.

 Contacting a live body, short of a salesperson, when you need to troubleshoot, is incredibly
difficult, making a smaller salesperson more appealing as daily questions arise.

What Is Online Reputation Management?

Online reputation management is the process of monitoring and influencing how your business is
perceived on the internet, with the aim of neutralizing negative sentiments and promoting positive
ones.

It typically involves responding to bad reviews, suppressing unfavorable search results, and
correcting misinformation about your business.

ORM overlaps with digital public relations (digital PR), but the emphasis is on defending your
reputation. Rather than proactively building a good brand image.

What affects your online reputation?

Many factors contribute to your company’s online reputation:

 Social media presence: Forging a positive reputation for your brand on social media begins
with developing an engaging, meaningful social media presence, but it doesn’t stop there.
Your social media pages allow you to post interesting content and consistently communicate
with your customers. Some social media platforms also have review sections that your
reputation management team should oversee.

 SEO: Your online brand’s reputation is, loosely speaking, part of its search engine rankings.
So, if Google ranks your brand lower than others, then Google’s algorithm likely doesn’t
perceive your brand as reputable. And given that household-name companies often
dominate the first and second SERPs, the lower your company ranks, the less trustworthy it
may appear. [Read related article: SEO Tips to Improve Your Website Traffic]
  Online reviews: Even if you fully optimize your website and social media presence to always
appear within the first few pages of web searches, your online reputation can still suffer if
you have even just a few negative reviews. However, responding to negative reviews with
care, empathy and an interest in open communication can help revive your reputation. Avoid
cramming your online pages with fake positive reviews — discerning customers can tell.

email marketing

Email marketing is a powerful marketing channel, a form of direct marketing as well as digital
marketing, that uses email to promote your business’s products or services. It can help make your
customers aware of your latest items or offers by integrating it into your marketing automation
efforts.

It can also play a pivotal role in your marketing strategy with lead generation, brand awareness,
building relationships or keeping customers engaged between purchases through different types of
marketing emails.

A brief history of email

The very first email was sent in 1971 by a computer engineer named Ray Tomlinson. The message he
sent was just a string of numbers and letters, but it was the beginning of a new era of
communication. Tomlinson was also the person who introduced the usage of the “@” symbol in
email addresses.

In 1978, a marketing manager at Digital Equipment Corp named Gary Thuerk used this new method
of direct communication to send out the first commercial email to let people know about a new
product.

Advantages of email marketing

Email marketing can help you build a relationship with your audience while also driving traffic to your
blog, social media, or anywhere else you’d like folks to visit. You can even segment your
emails and target users by demographic so you’re only sending people the messages they want to
see most.

Email marketing also allows you to run A/B tests of a subject line or call to action to identify the best
performing message by using email marketing software that can also be configured to easily send out
emails. Check out Mailchimp's email templates to see more of what you can do with email
marketing.

Disadvantages of email marketing

While email marketing seems like the perfect way to reach out to customers, create new prospects,
and grow important business relationships, there are some drawbacks. In fact, many businesses are
opting to use EZ Texting as another form of communication.

Here are some of the significant downsides to email marketing campaigns.

 Spam. It seems like our inboxes are filled with worthless information. "Lose 25 pounds in two
weeks," "Click here for a big discount." We all get them and nearly instantly hit delete. In
addition, we never even see many of these emails because they end up in our junk or spam
 folders. Unless you are actively avoiding spam filters, these are messages are often just a
waste of time for the company that sent them.

 Size. If your email is too large, it might take a long time to load—or even not load at all. In
that time it takes to download, a potential customer has just lost interest, costing you
business.

 Competition. Disadvantages aside, email marketing is a popular form of marketing, which

means that your email isn’t going to be the only one flooding users' inboxes. This means that
to stand out from competitors, you might need to invest in strong copywriters or offer
additional promotions to capture your audience’s attention.

 Engagement. Frequently, a customer sees an ad and signs up for emails based on that 1
instance or offer. They may or may not use it. In any case, they are now in the clients'
database, but that doesn’t mean they will keep opening up your emails and clicking through
to your site. You have to continuously find ways to engage your audience, or you might find
yourself with high unopened rates or a lot of people unsubscribing.

 Design. Today, you can access an email across a range of devices, such as phones, tablets,
and computers. This means that unless you’re designing an email for each platform, your
customers might see a less than ideal version of your email. Email marketers don’t know
what type of operating system the recipient is using. In many cases, what was once a visually
appealing email, can have odd breaks, missing visuals, and logos. These are annoying to the
recipient and are quickly deleted—especially if the recipient mistakes it for spam or a scam.
These emails are hard to read in most cases and are of very little value.

 Cost. While many email services purport to be free, many still charge fees for additional
actions such as adding images or exceeding a word count. Make sure that you know exactly
what the guidelines are for free emails or understand what additional charges you may incur.
When you have someone design an email template, help build a database of relevant
contacts, and the dissemination of the email may start stressing the budget.

Email marketing types and examples

There are many different types of email marketing. Each one serves a different
purpose and takes a different avenue to engage with your audience. We are going to
look at some of the many different types, so you can create the best email marketing
campaign for your company.
Welcome emails
This type of email welcomes customers and encourages them to learn more about
your product or service. They often offer a trial or other bonus. It is used to introduce
a potential new customer to the business.
Newsletter emails
Newsletter emails are very popular, and they often highlight new products and
services. They may also include articles, blogs, and customer reviews. Usually, there
will be a call to action to move the reader to do something, whether that is reading a
new blog post or checking out a new product.
Lead nurturing emails
This type of email targets a specific audience through a series of emails in the hope
of eventually converting them. Typically, lead nurturing emails focus on a group that
is interested in a specific product or service and then build their interest through
more emails that offer additional information or relevant promotions. The goal is to
push users from the consideration stage to the purchasing stage.
Confirmation emails
Those that have recently signed up for emails or newsletters, or have purchased an
item online for the first time may get a confirmation email. This ensures the prospect
that the information has been received and they are on the list to receive additional
information. These are also a way to let users know that their purchase has been
received or that their sign-up was successful and can include more actions for them
to take.
Dedicated emails
If you want to reach out to only a portion of your email list, this is called a dedicated
email. Its list may be based on recent purchases, inactive clients, new members, and
other specific types of criteria.
Invite emails
These types of emails often announce upcoming events, new product launches, and
seminars. Most companies use these types of emails when there is something
special going on to gain attention and increase awareness about special events.
Promotional emails
These types of marketing emails are very common and tend to be generic and go
out to a large audience. They are usually used to maintain awareness and may
tease new products and services.
Survey email
Feedback from customers is one of the best tools for a business. Sending out these
emails communicates to your customers that you value their opinion and want to
create an experience, product, or whatever you’re offering that they’ll enjoy.
Businesses can also take the feedback from these surveys and apply them to their
offerings, creating what is hopefully a better product.
Seasonal marketing emails
Many companies take advantage of the holiday season or special occasions to reach
out to their customers and prospects with information on upcoming sales and
promotions. They are often tied to holidays like Christmas, Valentine’s Day,
Mother’s, and Father’s Day.

Affiliate Marketing

Affiliate Marketing is an online advertising model that provides an efficient way to promote
products and services to users as well as companies without creating our own products and services.

Affiliate marketer's main role is to join affiliate programs, find efficient and reputable products to
promote, and then share those products with the target audience to earn the profit.

Affiliate Marketing Terminology

1. Affiliates
Affiliates are the persons who promote products and services for a particular website to earn
commissions.

2. Affiliate Program

Most of the companies such as Flipkart, Amazon, Bluehost, Hostgator, and more run their Affiliate
programs to promote products and services. It also offers a commission to those affiliates who target
the customers to buy their products.

3. Affiliate Link

An affiliate link is a link which a company offers to its affiliate to promote products and services. It
also informs the company that which link is clicked by the customer to reach their product.

4. Affiliate ID

Affiliate ID is quite similar to Affiliate Link. Some companies offer Affiliate ID in place of Affiliate Link.
Affiliate IDs are also used to promote products as well as services.

5. Payment Mode

Payment mode is used by the companies to give payments to their affiliates. Most of the companies
use Check, Wire Transfer, PayPal, and more to give payment to their affiliates.

6. Commission Percentage

The commission is the amount that is offered to affiliates based on the sale of products.

Advantages of Affiliate Marketing

Understand the AdWords Algorithm

I’m sure you all aware of Google Adwords and Have been using it for a while but there are some
basics which need to know to understand the AdWords Algorithm.

Yes to succeed in marketing campaign you need to understand the Adwords Algorithm.

what is the AdWords Algorithm?

Google’s AdWords algorithmic may be a mathematical calculation that uses a range of various factors
to ultimately confirm your ad position.

It’s a worth that’s employed by Google to work out precisely wherever your ads are shown on a
specific page and, in several cases, whether or not your ads can seem ahead of your audience in the
slightest degree.

So Google will decide your ad positions?

What is Quality Score?

The Quality Score is the key to running Google AdWords. The Quality Score is typically the
relationship between ad group, keywords, ad and landing page and what a person is looking for and
the likelihood that someone will click on the ad. Here’s the Google page for “Quality Score, Review
and Understand.”

Each search on Google will create an AdWords auction. Any advertiser whose keyword matches the
search query will participate in the auction.

What is Clickthrough Rate?

Clickthrough rate is an important measure to better understand the results of online marketing
campaigns.

The CTR helps us to better understand the number of visitors to our websites online as a result of a
campaign.

We will see how to calculate the clickthrough rate with an easy-to-understand formula.

To Calculate CTR We Divide the number of clicks through to the site divided by the number of total
impressions. Then we multiply it by 100.

For Example: if your Ad has 1000 impression and 20 clicks then your Ad will have CTR of 1%

CTR 2% =20/1000×100

Why CTR is Important?

CTR is an important parameter for ad analytics because it gives you an idea of how your keywords
and ads performing.

You can check your CTR at any time in your AdWords account. A high CTR means users find your ads
useful and relevant.

Let’s Say Sahil wants to buy fresh flowers for his girlfriend for Valentine’s Day, he is typing in “fresh
flowers” he’s seeing two ads the first ads says fresh flowers buy locally and the second ad says red
roses buy online. Although these two ads are relevant, Sahil is more likely to click on the one
containing your original search term for “fresh flowers.”

Why should you be interested in CTR?

The percentage of clicks is important as it directly affects the quality score. Google is interested in the
overall user experience and rewards advertisers with the most relevant ads.

A high CTR means a higher quality score, which means higher ad placement and lower cost-per-click.
So what is the right CTR?

In general, you must aim for at least 2%. However, a good CTR is different for each keyword.

In your account, Google gives estimates as to whether your CTRs are good, bad, or average, so you
can monitor them closely.

How does AdWords rank ads?

Ads are sorted by ranking. The highest Ad Rank wins first place, and so on, until the last bid that is
valid for the auction or the last position on the page.

Ad Rank = Quality Score * Bid

What the advertiser actually pays is the lowest amount needed to outperform the competitors below
him.

How, much each advertiser competes because of its rankings Again a slightly simplified version.

This is called an “AdWords Discounter” and there are few questions related to this on each
certification exam are intended to understand the following.

In many ways, understanding this information is the key to completely unlocking AdWords.

$ = Quality Score + $0.01.

Understanding AdWords Algorithm (Adrank) in detail with examples

Let’s put this into practice using real-life examples, and I’ll show what I mean by the importance
of Quality Score (QS).

Goa+beach+house +for +sale has a QS = 8

Let’s say we want to be first on the page, no matter what. We cannot guarantee that, but we can
certainly be pretty sure if we go beyond the keyword and say $80.

Ad Rank = 640= (QS 8 * $80 Bid)

To win, a competitor must have an Ad Rank> 640. This means that even with a QS 8 keyword, he has
to bid $ 80.01 per click to get the first place.

Assuming that you have a more realistic offer of $10/ click, the amount we would pay at the auction
will be calculated as follows.

Ad Rank to beat = 80 = (QS 8 * $10 Bid)

$10.01 = 80 / 8 + $0.01 = (80 Ad Rank to beat / our QS 8 + $0.01)

So even though we bid $80, we only pay $10.

If our Quality Score on that keyword in that auction was 8, then the amount we would pay is:

$9.98.00 = 80 / 8+ $0.01 = (80 Ad Rank to beat / our QS 8 + $0.01)

What is an Advertisement Design?

There is neither a magical formula nor pre-defined rules to combine lines, colors, images, typefaces,
and other graphic elements to create an eye-catching ad. However, design depends upon the
requirement of the client and features, functions, appearance, and nature of the product.

Execution of a well-thought out layout and design has an impressive effect on consumers. A smartly
articulated design encourages or in other words subtly compels people to buy the product.

How to Develop Creative Ad Design?

Designing is all about creative idea and creative idea is solely dependent upon the clear
understanding of a project’s goal. Once the project is clear, one needs to do a little market research
to understand the behavior of potential customers.

Punchline, eye-catching heading, succinct content body, and relevant image (if any required) must be
figured out in advance. If you have all equipment ready with you, you can develop a creative design.

Explore our latest online courses and learn new skills at your own pace. Enroll and become a
certified expert to boost your career.

Strategy of Creative Design

A clear-cut idea and a well-defined strategy are the integral parts of a creative design. Strategy
includes some of the essential components such as −

Simplicity − Try to keep the layout simple. Put large pictures on top, headline beneath that, content
body in the middle, while logo and address on the right side at the bottom.

Balance − To focus on some points, you need to create a symmetry in design. The key part of creative
designing is to organize all elements including images, blocks, headlines, content body, and
illustration so that they seem balanced.

Proportion − The size and color of all graphic elements must be determined by their significance and
surroundings of the illustration. For example, important idea, image, or design must be larger,
brighter, and bolder so that it appears distinct from other elements (as shown in the image given
below).

Unity − First find out the focal point of the ad where you want people to focus. Once done, highlight
it as a central point by dimming the surrounding and background design and color. One point to
always keep in mind is that all elements of your design - the visual language and presentation should
be in unity.

Contrast − Create contrast so that it can grab people’s attention. For example, among a bunch of
mango, an apple grabs attention.

Consistency − Maintain the consistency. Page to page consistency is indispensable for an eye-
catching ad. It helps people understand the meaning of different elements of an ad.
Photo Design − Generally, photo attracts people first. Selection of a good photograph and placing it
smartly in an ad is another smart way to grab people’s attention (see the image below).

Proximity − Proximity is one of the most significant elements of creative design. It compels people to
think on the design (ad). Therefore, designing proximity is a cerebral task. For example, remember
the ad Marlboro Cigarette — the mythical man, a combination of cigarette, horse, cowboy, and rustic
image of the Old West. The ad was an instant hit.

Color Design − Selection of color is also a very important task. Normally, black and white is boring,
but some ads demand only black and white colors. Ads that require to be colorful need to be
designed very carefully maintaining the consistency and proportion. Excessive use of colors or
excessive brightness distract people’s attention.