Ambitious enterprises make separate pages for SEO and PPC advertisement. This is a logical step for online marketing using a mix of organic and paid ads for traffic generation. A website's SEO page is configured and optimized for search, and it responds to targeted queries. While a landing page is configured to respond to a keyword placement that is not organic, but its presence is due to keyword bidding on the Ad platform.
Smaller enterprises of professionals lacking vast resources or teamwork do not create separate web pages for optimization and ad strategies they adopt. For small businesses, a web page is optimized for search engines and the same is used in PPC Ads. But this approach though essential for small businesses with limited resources often leads to an incongruency that can mar the impact of optimization and dilute the impact of PPC Ads on the page linked. The problem becomes a greater challenge whence SEO and PPC are used together to enhance response from the respective platforms and achieve the marketing goals.
Most social media experts advise companies to use their resources on both organic and paid marketing strategies for one goal. This practice is now followed by in-house teams and digital marketing agencies and the results have been fabulous.
PPC Pages are designed to be be minimal such that they solve the purpose of the specific advertisement goal. Moreover, they may contain elements that are not present on the SEO pages like contact details and internal links to name a few. Unfortunately, there always exists a conflict between the SEO Page and the Landing page as they reside on the same domain or the website. Often there is a tug of war between SEO Specialists and PPC experts over these pages.
As the page for PPC is not optimized for search, it can impact the SEO Campaign if not properly integrated into the link architecture. Due to thin content landing pages cannot attract organic traffic, and hence companies using a one-page approach need to be careful. As a matter of fact, in a one-page approach, it is difficult to integrate landing page factors, and hence it is better to optimize the page for search and use it for ad tweaking in minor changes. For advertisement purposes, besides CTA, extra graphics will have to be added and the title should be creative and align with the ad objectives. Remember in Google Ads a number of creative titles and meta descriptions may be used and they may not align with on-page content designed for search engine optimization.
PPC Page & SEO Page Conflict & How to Avoid?
It is very difficult to align elements for both objectives, and hence creating separate landing pages is the way out. In digital marketing, campaign teams do not want one page countering the other but the chances of this happening are much less as the page meant for Google Ads is not optimized. Moreover, the ad page may contain copied materials although this is not advisable since quality and relevance are key factors in Ads showing up at the top on the SERP. Secondly, the ad pages are not meant for search engines so most likely the conflict is automatically avoided.
Any way to avoid a possible conflict the following suggestions should be implemented.
Use the canonical tags to favor the page meant to attract organic traffic.
No index the Ad Page
Place Ad Pages on Sub Domains
For the SEO Agencies everywhere, these are real-time issues and should be tackled with alacrity. Both SEO and PPC Ads are becoming approach specific and even if they are executed in conjunction on page factors should be tackled separately.
Also known as social media networking sites these have now become part and parcel of our daily lives. They are fast becoming popular for human networking, product promotion, and brand publicity. The reason behind the stupendous success is content creation in diverse forms on which they thrive. Content does not only provide information or knowledge they have become an ideal mechanism for online engagement and recreation. Success depends much upon creativity and innovation using tools and services provided by each social media company.
Some of the platforms have accumulated subscribers or members in millions or, even over billion people making them strong contenders for online publicity. All the social companies have created platforms for paid advertisement and offer various formats and bidding strategies for goal conversion as per the client's objectives.
Why Paid Publicity on SM?
They provide entertainment, recreation, and information to name a few attributes but the most important that should be mentioned without fail is forming a social or online community. Yes, most social media sites are excellent for networking and they bring people closer. Thus it has become possible to target a niche or personalized audience at a much lower cost and effort, as compared to the price charged by brick-and-mortar advertisement agencies. The reach provided by the Internet is unprecedented and it has created a globalized economy.
All the above attributes boil down to one thing and that is gathering people on one platform. Media sites like Facebook have become an extension of our social lives with known people close friends and relatives meeting in one place. Events, birthdays, weddings, parties, and information sharing all come into our reckoning timely thanks to FB.
Hence Social media platforms everything are creating online virtual communities of real people especially those who are related to or follow the niche.
SM Advertising (SEM)
Advertising is Marketing, and in this case, it is online.Another coveted activity on social media platforms is working for publicity. The above-mentioned attributes make it financially feasible to showcase products and services to the audience and generate leads or business connections, make online sales and create brand awareness, and whatever the goal is.
Hence all SM companies have created platforms to make text Ads which are the most popular means of Social Advertising on a paid basis. Other formats are displayed with images and Video Ads. PPC is most commonly used where the client pays for every click while in the case of CPM the commission is charged by 1000 impressions. PPC is the most popular means of bidding, the bids depend upon how competitive the niche is and the auction determines the rank or position on the SERPs. The ranking is not dependent solely on upon the bid amount but also takes quality and relevancy into the consideration.
In the case of Audio Ads, the cost could be based on the PPP model or Pay Per Play. This format is most suitable for audio ads which are relatively uncommon and is a function for those who run radio shows and podcasts.
Smart Technology
Smart technologies have automated Ads where little or no human participation is required. Companies like Google use Artificial intelligence or AI and machine learning to optimize Ads for better performance using few inputs from the advertiser. These Ads may also include immersive media a combination of futuristic technologies. The campaign bidding targeting and creation, all is done automatically with human participation. Smart technologies trigger Ads to the right audience, at the right time, and on the right platform. They compensate for human error and are accurate. Almost three times higher engagement and goal conversion response are expected from these technologies.
Social Advertising Approach
Social Advertising on platforms is not that simple. You do not promote just by subscribing to a Campaign on the media and get going. Although this is possible to some extent since the programs help direct the publicity to the most relevant audience and the most targeted destination. Effective marketing solutions are the key to success and most companies provide solutions according to a strategic plan that they encourage. Though there is a similarity among the online publicity mechanism among the platforms the marketing solutions differ due to the type or target audience prevalent in each.
Research & Analysis
Before organizing a campaign an in-depth study is required regarding the type of audience you wish to target for your goal. This has to be followed by the audience profile that is most abundant on the platform. Demographics play a major role in online advertisements understanding the audience will narrow down the funnel in which you wish to get a response. The basic character of profiles should also be studied so as to help you understand whether the audience belongs to the right target group you wish to generate a response from.
The targeting mechanism is aided by the platforms and one can focus on age, gender, niche, destination, etc. without wasting resources on audience or regions out of the purview.
In relation to publicity, small micro aspects of human behaviors and business trends have to be researched and analyzed. The purpose is to get high ROI since the campaigns are paid hence you need to focus on the target audience most relevant to your business or profession. Users or advertisers have to learn to optimize Ads by providing full information and business details and the goal of relevant well focused targeting. Normally big budget companies hire publicity experts to carry out the campaigns using their experience and skills.
Social Media Platforms for Digital Marketing
LinkedIn
Twitter
Facebook
Instagram
Paid Advertisement Social Media Sites
Facebook Ads
Facebook's annual revenue generation from paid marketing services is 115 billion USD. This is the World's most popular medium for networking and business. The platform has over one billion visitors every day. Although you can push an Ad for free on FB, it will reach only your friends and followers besides a few more.
If you subscribe to PIXEL Ads on FB your coverage will be extended across the chosen path. The platform is having 2 billion subscribers and the potential for advertisers is immense. With help of pixel code an analytical tool the ads can be better optimized on Facebook. Ad performance is a proven success and many businesses and professionals prefer this medium.
Ads on Instagram
By the year 2023, the revenue from marketing solutions is expected to reach 20 billion USD. Another very popular platform Instagram is flooded with images and short videos and this attracts women folk who comprise more than fifty percent of the audience. The monthly user base at the present juncture is 500 million people mostly young.
Incorporate visual media to create maximum appeal for your product and services and thus promote. But the reach is limited in this free option available to all registered members. Paid promotions on this platform is highly successful if your audience is young, and more so if you are targeting females.
Since Instagram is owned by Facebook the Ad format is similar and easy to use. But remember images and video work better on this medium than text Ads so you real-life pictures and videos in your campaign to get maximum target audience engagement and goal conversions.
Advertisement on Twitter
In 2022 the Ad revenue generated was 1 billion USD. As popular as others, the free option is available to all, and it works to some extent. The paid option is the website card with media. The cards are customizable units with rich media and text below hundred characters usually the title. These types of paid ads have the potential to engage customers directly with the brand or company.
The cards work in conjunction with the tweets and are not alone. Paid or promoted tweets with cards drive greater traffic to your Ad online. The engagement is substantial in order to create leads and conversions. Twitter provides a tracking facility as well. Like all paid Ads you can set a destination or landing page URL which is clickable on the card.
Advertise on LinkedIn
Ad revenue generated in 2022 was 3.8 billion USD. LinkedIn is a social network of professionals bent on the B2B market. With a base of more than 250 million subscribers, most of who are professionals split equally between the genders. The platform is subscribed by high-income professionals and businessmen senior men and women.
LinkedIn is popular for high-end products and services, recruiters, B2B Marketing, and education. You will find most of the profiles matching the segments mentioned here. Hence you should carefully choose what to promote on this network site.
The platform deploys traditional PPC campaigns using sponsored InMail, text ads, and sponsored content. The target audience is chosen by metrics that differ from other mediums. Here targeting is done on basis of company, size, skills, age, location, and education. Hence the paradigm here differs and needs to be understood well before organizing an advertisement campaign.
Google Ads (Search Company)
Google Ads generate more than 200 billion USD per annum. It is a leading search company with a share of 91% globally. The advertisement medium is fortified by text and display formats besides smart technology formats that yield heightened results. The company also provides an Adsense option where bloggers' content publishing sites, forums, and website owners can publish Ads and share revenue with the search company.
YouTube owned by Google accumulated 28 billion USD from advertisement revenue worldwide. The video publishing company has more the 2 billion subscribers.
Running effective Ad Campaigns requires experience and expertise on Google and social media. Most of the web marketing companies in India are capable of providing effective paid marketing solutions.
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Uday provides SEO services for digital marketing in Jabalpur in Madhya Pradesh. He provides website content and content for authoritative links.
He also teaches SEO, content writing, and digital marketing in his home town Jabalpur. He can be contacted at:
After creating a google account you can search for Adwords site online sign in and enter. This will lead you to an interface which Google is constantly updating.
Google Adwords is a pay per click advertisement interface from Google and offers multitude of features ranging from creating campaigns, Ad blocks and then fine tuning the whole campign in order to get the best results. Remember Adword campaigns may be large especially that initiated by big companies...but you can set a limit and run as per your budget.
Hence upon entering create a campaign. There is an option for creating a new campaign for starters. The new campaign panel offers option to set you Ad goal. Are you advertising for website traffic? Brand Awareness? Sales? App Promotion? For Leads? You can even set a goalless campaign. Hence depending upon the nature of your campaign you would click on the suitable panel.
For Ads on Google.com you would choose the panel which is labeled as SEARCH. This further gives an Ad option to be visible on website, phone call, store visit or apps download.
The Adwords features are comprehensive and require intense involvment to fine tune your campiagns but nevertheless learn more feature and youtube tutorials will help a beginner.
The ads coverage is wide and you can advertiseusing Gmail where is a link to landing page is pasted. Or the Gmal Ad itself expands with the message. You can also link the Ad with Merchant Account thus enabling product data with the campaign.
Using the Display feature you can initiate striking Ads to display on stores, in apps and online. There is an option for using standard or advanced features the former is for beginner. However if you wish to control the display of Ads using many aspects than you have to go in for advance settings.
Ads are also shown in Youtube videos and are charged whence a viewer watches an Ad for atleast thirty seconds.
Whence you click on the panel for the goal you have chosen you will contnue to get options till the final goal is set.
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Uday teaches Digital Marketing in Jabalpur
He Provides SEO Services & Website Contents
pateluday90@hotmail.com
09755089323
Whence Internet was newly introduced little did people know that it will evolve from a phenomenal communication tool with extensive outreach to a business paradigm which will come to rule. The major dimensional thrust for online activities is through a medium we call website or portal effectively powered by social media.
As Internet evolved website development did too, alongside, and search became more and more efficient in order to retrieve information buried in the saturated labyrinth of websites, blogs and portals.
It is search that now dominates website development and dictates terms. The evolution of algorithms is attributed to Sergei Brin and Larry Page, and like Microsoft Windows the search mechanism has proved to be revolutionary and unbeatable.
Other companies that came to fore are Bing and Yahoo which are at the best a lean shadow of the giant called Google. More companies are staking claims but will take them eons to dominate i.e. until unless they develop a highly effective search mechanism that fetches desired results in millisecond.
As the search became popular, companies, professionals, and individuals realised the power, speed and reach of the Internet. Now they can publish their company profiles or themselves online, communicate globally and even sell their wares with ease. The latter is called eCommerce and is the instrument for companies to skyrocket their sales and services. It is online reputation generated through social media that matters immensely.
From simple link assessment methodology, the algorithms have come a long way and employ diverse metrics to rank and index websites, thus search engine optimization has become more complex and ever evolving.
Companies and professional which do not have access to good SEO or Internet Marketing professionals need to advertise using PPC (pay per click) or other methods. This is where online strategy formation come forth. Online advertisement through, Adwords, Facebook, Twitter and other sources can be a costly campaign but can deliver.
Before creating huge advertising campaigns a test marketing should be done to gauge product /service popularity and demand online. Large PPC campaigns should be inducted only if tests succeed else it will result in revenue leakage.
For most businesses, professionals and individuals online presence is essential for their survival. Land based business doing well may accord little importance to presence on Net, but sooner or later this alternate medium will strike them.
PPC campaign can be costly and should be supported by organic traffic which Internet Marketing professionals or companies generate. A singular approach apart from costing huge sums can be lacklustre. Though search engine optimization cost money it is less expensive and can help reduce advertisement budget spent on PPC. Plus social media activity is essential under any circumstance since it builds reputation and enlivens brands which PPC does not do.
For an online presence it is imperative that the instrument be it a portal or blog subscribes to guidelines of major search engines. That means link architecture, contents and other attributes like images, graphics and videos should be of quality and well optimized. Mobile friendly sites have become essential as the search evolves on cellular medium.
These aspects may not be given importance to sites subscribing to PPC alone. In online business not only SE guidelines matter, usability and ability to convert effectively matters as well in order to generate business.
In fact the search engine guidelines are key to effective website development and subscribing to them means better results on the Net. With the induction of new technologies product displays, merchandise and self propaganda is becoming more appealing drawing huge crowds to make businesses profitable. In effect the eCommerce portals are making a significant dent on offline sales and in cases they have become indispensable.
Hence those seeking online presence should hire quality, technically able, web development companies along with experienced Internet Marketing professionals, content writers and graphic designers. A well developed portal, mix of social media activity, search engine optimization and online advertisement campaigns makes a sound strategy.
Dominating the SERPS is the key to success on the Internet.
================ Uday provides Internet Marketing Services (SEO) Website Contents in English And runs Internet Marketing Classes at Jabalpur Contact: pateluday90@hotmail.com Mobile: 9755089323
