ASSIGNMENT PGDM BATCH

2018-2020

Subject: Digital and Social Media Marketing Sumitted By:-

Code:PGM09 Parnika pranjali GM18146
FacultyName:- Prof. Saurabh Mittal
(i) Identify the major strategies used by Editage while using the Google
Adwords and their impact on the results.
Answer:-
The major strategies used by Editage while using the Google Adwords –
• The first companies to offer professional language-support services in the
field of academic publishing.
• It takes all the step to undertaken to maintain the quality have resulted in
considerable market expansion in last few months.
• They have well client all across the offices.
• They made good technical staff for shorting the problems.
• They used the offline media to increase brand awareness.
• Sales and conversions and tracking return on investments through
AdWords are the two biggest value additions in the online space.
• Print media is effective role in growth of the business.

IMPACTS –
• AdWords Editor has helped organize different ad creative, keywords, and
campaigns for all the accounts.
• Market get expanded in different country.
• Demand of the services increases get increases day by day.
• As business grew, bilingual professionals began to be involved in online
marketing.
• They become one of the leading players in the market for English editing,
writing, and publication services, particularly in South East Asia.
• They good client base of 13,500 across around 40 countries.
• Sales and conversions and tracking return on investments through
AdWords are the two biggest value additions in the online space.
• Editage has been running multiple accounts for its different websites for
five years now.
(ii) Discuss the opportunities for Editage in the modern times of digital
marketing with some sample creative.
Answer:-
The opportunities for Editage in the modern times of digital marketing with
some sample creative –
• For specific branding purposes, though, the print media is effective.
• The online space has worked well for us. About 50% of our online traffic
comes from Search engines, and 20-25% is driven by Google AdWords
campaigns. Getting immediate sales and conversions and tracking return on
investments through AdWords are the two biggest value additions in the online
space.
• Printing the brochures and making business visits across South East Asia
were expensive. Thus, Editage, the editing arm of Cactus, began advertising
online in 2004.
• Role of Digital Marketing in modern world cannot be underestimated or
ignore if online presence for personal or commercial promotion is desire.
• Digital marketing involves the application of digital technologies and
media to spread brand awareness for driving more sales.
• This equally involves online communications techniques such as social
media marketing, search engine marketing, e-mail marketing, online advertising
etc.
• Digital marketing is useful in extracting big data value to support making
better decisions faster.
• It is cost-effective and investing a handsome amount for brand promotion
is not necessary for digital marketing. Other traditional marketing options
require investing more.
• Better and faster connection is achieve with the customers digitally from
anywhere round the clock compare to any other form of marketing.
• This form of marketing offers one with significant data and tools. To help
stay competitive and all-ready to win the race if tactics are employed
strategically.

Q2A) Study about Adwords and Adsense programme by Google. How the
businesses can benefit from these programmes? Elaborate the features
alongwith suitable examples.
 Answer:-
Google AdWords is an advertising service created by Google which allows
advertisers to show clickable ads (called “sponsored links”) in Google’s search
results. Using a “pay-per-click” (PPC) payment system, advertisers bid on
specific “keywords” for which they want to show up for in the paid search
results. When users perform a search containing those particular keywords,
Google displays the advertisers’ ads in the paid search results. Since advertisers
are charged on a pay-per-click basis, they will only pay if a user clicks on their
ad.
Google AdWords provides a variety of benefits to advertisers and is just one of
the many essential digital marketing techniques companies are using to maintain
a competitive edge. A few of the benefits of Google AdWords include:

• Immediate exposure – Your ad can show in the top 5 results on a Google search
results page
• Reach – Show your potential customers relevant, targeted ads in a timely
manner when they search Google for your products, services or business
• Geotargeting – Ensure you are targeting your ads to the right geographic
locations
• Reporting – Google AdWords reporting lets you determine which keywords are
or are not working, the click-through-rate of your ads and much more
• Budgeting – Google AdWords works well for all budget types and gives you
the ability to manage your bids and budgets
Does Google AdWords Work?

Without getting too technical about the specific way in which Google AdWords
works, let’s discuss the elephant in the room: “Does Google AdWords work?”

In order to determine if Google AdWords will work for your business, it is

important that you clearly define and understand your business goals heading
into a paid search program. For example, if your goal is to increase conversions
from your website, then Google AdWords may be a good fit for you.

If aren’t ready to manage your own Google AdWords campaigns then

consider hiring a digital marketing agency or PPC firm that has an experienced
team who can set up, manage, and optimize your Adwords campaigns to ensure
you’re getting the optimal return on your advertising budget.
 The effectiveness of a Google AdWords campaign can be subjective based on
your company needs, goals, and specific industry. Your success in Google
AdWords can be determined by a number of factors, including (but not limited
to):

• How competitive the keywords you’re bidding on are

• If the keywords you’re bidding on lead to conversions for your business
• The quality of your ad copy and calls to action
• The amount of money you’re spending and the bidding strategies in place
• The quality of your website and the landing pages your ads are directing to

The Google AdSense program has several great advantages including:

• It's free to join.

• Eligibility requirements are easy, which means you can monetize your
website or blog even when it's new.
• There is a variety of ad options and several that you can customize to fit
the look and feel of your site.
• Google pays monthly by direct deposit if you meet the $100 threshold.
• You can run ads on several websites from one AdSense account.
• There are options to run ads on mobile devices and RSS feeds.
• You can easily add it to your Blogger and YouTube accounts, although
with YouTube, you'll need to have at least 1,000 subscribers and 4,000
hours of watch time to run AdSense on your videos.

With that said, there are a few drawbacks to AdSense as well:

• Google can terminate your account in an instant, and it's not very
forgiving if you break the rules.
• Like all forms of online income, you need traffic in order to make money.
• When people click on an AdSense ad, you make some money, but your
visitor also leaves your site, which means you lose the opportunity to
make money with higher-paying affiliate products or your own products
and services.
• It doesn't necessarily pay more than other similar ad programs.

AdSense is a great monetization option, but it's not a get-rich-quick or make-

money-doing-nothing program. Further, Google has rules that some bloggers
seem to miss when reading the terms of service. As a result, many website
owners have found out the hard way that they'd violated a Google policy and
have lost their account forever.
Types of AdSense Ads

Google offers a variety of ad types to run on your website, including:

• Text: Text ads use words, either as an Ad Unit (one offer) or a Link Unit
(list of offers), and come in a variety of sizes. You can customize the
color of the box, text, and link.
• Images: Image ads are graphic ads. They come in a variety of sizes. You
can choose an ad feed option that mixes both text and image ads.
• Rich Media: These are interactive ad types that can include HTML,
video, and flash.
• Video
• Animated Image
• AdSense for Search: This allows you to have a Google search box on
your website or blog. When a user enters a term and conducts a search, a
search results page opens with AdSense ads. You can customize the color
scheme of the search results page to harmonize with your website.

Google AdSense Payments

Google pays through direct deposit or check each month your earnings reach or
exceed $100. If you don't earn $100 in one month, your earnings roll over and
are added to the next month. Each time you reach the $100 threshold, Google
will issue a payment on the next payment period. Through your AdSense
account, you can see your current earnings, what ads are generating the most
clicks, and other helpful data.

Making Money With AdSense

Making a significant amount of money with AdSense requires a plan. Here are
tips for maximizing AdSense revenue:

• Read and adhere to Google's rules: Webmasters must comply

with Google's webmaster policies, as well as the AdSense program
policy.
• Don't click on your own ads or ask others to click on
them: Incentivizing clicks, buying Pay Per Click (PPC) space, or using a
program designed to drive traffic to AdSense pages are against the rules.
Remember, Google isn't very forgiving about breaking the rules, so be
sure to adhere to them.
• Have great content your target market wants to read: Ultimately,
money is made, whether through AdSense or other monetization
methods, by providing valuable content and quality traffic to your blog or
website.
 • Use honest, organic traffic-building website marketing
techniques: Search engine optimization and article marketing are
effective in getting free traffic to your site.
• Make sure your website/blog is optimized for mobile
(responsive): The number of people who use mobile devices is high.
Also make sure you're using responsive ads so Google can send
appropriate ad sizes to mobile devices viewing your site.
• Test ad types and placement to find the options that lead to the most
income: Start with standard sizes (300×250, 728×90, and 160×600), and
then switch them out to see if one size leads to more clicks than another.
• Max out your ad placement: You're allowed three standard ad
placements per page. Use them all for maximum benefit.
• Have ads above the fold: This is the section of your page that is
viewable without scrolling.
• Have a leader board ad below your header/logo: Instead of putting an
ad at the very top of the page, put it near your logo where it's more likely
to be noticed.
• Include in-content ads for visibility: This means having ads within your
articles, which can increase clicks because they'll be seen during the
course of reading the post.
• Monitor your results: Google can overwhelm you with tools and
feedback but do your best to analyze your data to see what it says about
your results so you can make the most of your effort.
• Read email from Google: This can be especially important if Google is
sending a warning about something it doesn't like on your site. Failure to
deal with Google's complaints will lead to termination in the program.

Q2 B) Discuss the important aspects of Search Engine Marketing (Organic

and Paid). What are the important issues in launching the SEM campaigns.

Answer:-

Organic search is based on unpaid, natural rankings determined by search

engine algorithms, and can be optimized with various SEO practices. In
contrast, paid search allows you to pay to have your website displayed on
the search engine results page when someone types in specific keywords or
phrases. The fee you pay is based on either clicks or views of your ads.

SEM commonly describes the use of paid advertising to market your business in
search engine results. Companies can advertise in search results to increase
website traffic, drive leads, or generate sales. SEM is synonymous with the
more common term, pay-per-click (PPC) advertising.
 You can create an SEM campaign in Google Ads and Bing Ads, as
well as on social media networks that allow advertising,
like Facebook and Instagram. While SEM focuses on advertising in
search results, some marketers extend SEM to include news feeds on
social media.

With an SEM campaign, your company gains several advantages,

including

Visibility in search results

High-quality site traffic
Additional sales and revenue
Better brand awareness
Impressive ROI
➢ Consider if Your Business is Well-Suited for Paid Search.
➢ Budget for Complementary Pay-Per-Click Advertising.
➢ Set Goals & Stick to Them
➢ Strive for a Simple Landing Page Experience