How to Connect with Your Target Audience?

When you are into online marketing many strategies work. If your objective is to convert the target audience to a goal whether it is sales, subscription, or awareness you need professional help.

There are various techniques or strategies you can adopt and these are within the purview of digital marketing. The technique comprises many subsets:

SEO

SMM

Content Marketing

SEM

Email Marketing

Google Ads  

SEO is search engine optimization it is the best way to rank high on SERPs and get organic ranking Websites that rank high on search engine result pages to get the best response. The aim is to rank high on SERPs using many SEO techniques that help in ranking on several relevant keywords.

SMM is marketing using influencers that excel in a particular topic. This working with influencers is called influencer marketing and they push your product and services on social media and via blogging and they bring promising leads and traffic to the site. This is a paid collaboration and depends on what the influencer charges for pushing products and services.

Content Marketing is creating relevant content and then distributing it on several platforms. The platform is usually social media sites and video sites. This is a long campaign and the aim is to engage or attract the target audience to create brand affinity or highlight professionalism in services and convert the target audience to the intended goal.

SEM (Search Engine Marketing) is paid marketing using social media platforms social media have their mechanism to advertise on their feed and associated site. This is based on cost when using a number of their advertisement formats. Advertisers can create a target audience profile using an objective and then convert the leads that are generated. Most social media sites let you create a text or an image ad with an attractive title and description. Though this form of an advertisement on social media feeds costs the results can be fantastic if optimized well.

Google Ads or PPC is simply pay-per-click though there are other options. Google ads have varied formats, and the charges are based on the formats. You can choose any format that suits your product and services and get results on the SERPs and Google Partner Sites.    

Email Marketing is simply sending emails to the target audience with messages, newsletters, and value letters. Though CTR in email marketing is low yet if the conversation is right it works. Email marketing is best for remarketing to people who have already shown interest in your product or services.

This is how digital or online marketing works. Normally the campaigns are organized by digital marketing companies you and do it yourself. But for DIY you need experience and the requisite know-how.    

Google Ads Display and Search Your Way to Success

Google Ads Responsive Digital Advertising Solutions 

• Drive Sales
• Increase Traffic 
• Get Leads
• Influence Consideration
• Increase Awareness
• Promote Apps

Google Ads are paid digital campaigns centered around PPC or Pay Per Click. They work on smart technology. It is based on three principles

• Relevance [Right People Time & Message]
• Control      [Control or Modify Budget] [Fast action to show relevant budget]
• Results     [Pay Per Click]

Use Google measurement tools to analyze Ad performance. 

This is a tool that provides the creation of paid advertisements using search and display options. In order to target relevant buyer personae, the platform offers an automatic bidding facility besides other options to optimize Ads for relevance and zeroing on the right audience for your products and services. Your budget per day is the limit set and you will not pay beyond the limit set by you. The features also aid in providing extended information like location and a phone number. 

There are lot many features that help customize your campaigns to deliver to the right audience. You can reach prospects on any device be it a desktop, smartphone, or tablet. You can geotarget and present the campaign in any language. Search Ads are usually text-based and appear on the right side of the SERPs when you base a keyword search.

This digital mechanism of advertisement lets you choose the medium where your Ads will appear. The network reach is more than two million sites. 

Your Contextual Ads can appear in:

• Google Search [Web Search]
• YouTube (Video Ads)
• Apps in Google Play, Youtube, Apps & Mobile Sites

Placement is based on a bidding process with a facility for smart bidding which is done automatically to optimize your campaign. The machine learning process delivers results through Map Network, Search and Display. 

Display Campaigns

• Standard Bidding (Manual)
• Smart Bidding (Auto)

Responsive Ads automatically fit the display space in Mobiles, desktops, etc. 

Campaigns are created around marketing goals depending upon the action you wish the visitor to take. They can be for creating leads, increasing sales, and increasing traffic to a website/blog.

Types of Ad Campaigns

• Display Ads [Increase Exposure & Reach Audience with Specific Interest.] [2 M sites & Apps]
• Video Ads [Engage Customers  bring Business Story to Life]
• Shopping Ads [Promote Products & Disseminate Information] [Boost Traffic to Local Store]
• App Ads [Increase Engagement, App Install & In-app Action]

Specialized Ad Campaigns 

Local Ads to maximize offline performance and increase store visits and in-store sales.   Optimize Ads appear on Maps, Display, Web Search, and YouTube.

Hotel Ads display prices and availability on Map, Search, and Google AI-driven Assistant.

Discovery Ads are available on Gmail. YouTube Home Feed and Google Discover Feed in a single campaign.

Optimizing Ads

Device Choice set  PPC based on device, location, and language. 

Optimize Budget set a budget and use bid strategy to control the spend. 

Ad Extensions add extra phone numbers, links to pages and hone in the location further.

Network Settings sets where you wish the ads to appear. The choice is Google Search Network and Partner Sites, Maps, Apps, Shopping Sites, Google Play, and in addition non-Google sites like CNN who choose to display search ads on their portal. 

You can set a start and end date, schedule along with extensions. 

Automated Solutions Smart Campaigns

Smart Ads uses machine learning to deliver automated Ads on Google Web Search, Map, and Display Network.  This is for newcomers to the world of online advertising more specifically to PPC. 

Machine Learning has driven Smart ads to follow the CPA model they use the auto-targeting structure. Eligibility to use this is 50 conversions on display and 100 on Search within one month. 

Smart Bidding

• CPC Auto enhanced in Standard
• ROAS on basis of return on Ad set. 
• CPA Auto set a bid to reach cost per acquisition goal
• Conversions Max conversions within budget

Create Smart Bidding Ads

Provide 3 Inputs

• Bidding
• Creative Assets 
• Budget

Smart Display Campaign runs only on the search and is focused on performance. Currently, these are only for remarketing whence data feeds are connected. Ideal for targeting mid-level funnel. 

Standard Display Campaigns

These provide full control and you can manually select the targeting, bidding, and ad formats.

 

Ad Formats

• Responsive
• Uploaded (Image & Amp)

Ad Extensions

Furnish information like location, links to your pages, and phone number. 

Match Types Keywords for Keyword Targeting

Broad Match: For the wider audience, the ads respond to keywords in searcher's terms including misspellings, variations, and related searches.  

Broad Match Modifier: A + sign before terms makes it BMM. The search should include all terms plus a modifier. If the modifier is not included the Ad will not appear.

Phrase Match:  Are included in quotes "". For terms within the quotation marks and variations.  Extra words can appear before and after but not in-between.

Exact Match: Terms are included with brackets [ ]. Search terms mean the same and include variations, plurals, misspellings, and synonyms. No words before or after. No order to words but all terms should be included.

Negative Keywords: These terms will not respond to the search. Add -sign in front of the word. The ad will not appear if someone is using negative terms in his or her search.

Ranking & Google Ad Auction System

The search engine ranks all the ads based on the bid and relevance.

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Uday provides a search engine optimization service for digital marketing. He provides website content and content for authoritative links. He teaches Internet Marketing in Jabalpur.

He can be contacted at: 

pateluday90@hotmail.com

09755089323