ELECTRONIC BUSINESS

MGT-401

CREATING BRAND ONLINE

Course Name : ELECTRONIC BUSINESS

Course Code : MGT-401

Assignment on : CREATING BRAND ONLINE

Date of submission

17 July,2019

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 Page No.
Chapter Topic

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Chapter- 1 INTRODUCTION OF ONLINE MARKETING 5
1.1 Website 6-7
1.2 Search Engine Optimization 7
1.3 Social Media 7-8
Chapter-2 GOOGLE 9
2.1 Promoting A Brand In Google Adds 10-16
2.2 Advertising Program Terms 16-25
2.3 SEO 26
2.4 PPC 27
2.5 AdWords Bid Management Guide 28
2.6 Wordstream Free Trial 28-30
2.7 Pop-up Ads 30
Chapter-3 FACEBOOK 31
3.1 Facebook Marketing, The Inbound Way 32
3.2 How To Set Up A Facebook Page 33-40
3.3 How to Get Facebook Likes and Fans 41-45
3.4 Budget 46
3.5 Facebook ad formats 47-48
Chapter-4 INSTAGRAM 49
4.1 Integrating Instagram With Other Social Media 50-52
Channels
4.2 SEO Of Instagram 52
4.3 Step to open a Business Account 53-57
4.4 Add Professional Instagram Terminology 58-59
4.5 Steps To Promote Your Post 59-60
4.6 Drawbacks of Instagram 61
Chapter-5 TWITTER 62
5.1How to Use Twitter For Business 64-68
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Chapter-6 LinkedIn 69
6.1 Important Criteria For Linkedin Mareketing 70-73

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 CHAPTER ONE

INTRODUCTION

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According to Google, 97% of consumers use the web to search for local businesses – and if the
vast majority of our potential customers are online, we should be, too. Having a strong online
presence is a crucial component of our marketing strategy, no matter what size our business is or
what industry it belongs to.

An online presence is important for outbound marketing because it reinforces our brand and what
we offer to our target market. Once we’ve communicated with our audience, we’ll need to have a
web presence that helps portray why our product or service is so great – because that’s the next
stop for the majority of our potential customers.

It’s also vital for inbound marketing, because quality online content will help attract customers
even if they haven’t heard of our brand.

So here are three of the first things we need to look at when building our online marketing
efforts.

1.1 Website

All businesses, no matter how small, should have a website. It can be extremely basic, but it
should contain the fundamental information customers – both existing and potential – need. For
example, one frustration I encounter far too often is restaurants that don’t have a website with a
current menu, opening hours, location and contact information. I know I’m not alone in that if I
can’t find these details, I’m less likely to visit the restaurant – but there’s no reason a business
should lose potential customers over something that’s so easy to remedy and costs very little.

A basic website is pretty easy to set up using an application like WordPress . WordPress is a free
blogging tool and content management system that gives users the option to pay a little more for
the premium version. If it’s relevant to our business, we can even add an online shop – after all,
in 2013, 70 percent of consumers preferred to do their retail shopping online.

If we’re not sure where to start, there’s a great guide to WordPress for small businesses on Social
Media today. It’s easy to understand and runs through the factors we need to consider and steps
we need to take when setting up our small business website.

If we’re starting from scratch and not sure what our website should include, survey our existing
customers. Whether we send out an email asking for their input, or mention it casually while

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making their coffee, it’s the best way to get the insight we need – people love to be involved and
share their opinions.

1.2 Search Engine Optimization

Once we have a website, it’s vital that it can actually be found by search engines. After all, 89
percent of consumers use search engines to research a product, service or business before making
a decision. To take advantage of this, we need to make sure to look at search engine optimization
(SEO) for our website.

In case we’re not completely sure what SEO means, how it works, or why it’s important, here’s a
quick rundown:

 What: The purpose of SEO is to make it easy for search engines to find our website and
list it in their ‘organic’ (as opposed to ‘paid’) results.

 Why: People tend to trust search engines, so websites that appear high in results pages
are more likely to receive traffic.

 How: Using search-engine friendly methods to improve our website.

 Who: Everyone – anyone who has information that people want to find on the internet
should be using SEO techniques.

 When: All the time – SEO is an ongoing process. It’s important to monitor the
information on our website and make sure it’s current and correct. Search engines also
love new content, which is why starting a blog can do wonders for our SEO.

 Where: Major search engines include Google, Yahoo and Bing. They connect people all
over the world to the content they desire, from products to services to information.

The Beginner’s Guide to SEO by Moz and Google’s Search Engine Optimization Starter Guide
both give a fantastic overview of the basics and will help us optimize our website.

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1.3 Social Media

Social media is an important part of our online presence that improves our chances of generating
additional revenue and building customer loyalty. It allows customers, potential customers and
other interested parties to engage easily via a channel that plays an important role in their
everyday lives.

Although not every social media channel will be relevant to each business, it’s definitely worth
looking into our options. For example, Facebook and Twitter will serve a purpose for almost any
business – it’s a great place to post news, tips, photos and videos and ask and answer questions.

In addition to Facebook and Twitter, we might find Instagram, Google+, LinkedIn, WeTube,
Pinterest, Tumblr, FourSquare helpful. Make sure to research available channels and find out if
they will work for us. Instagram, for example, is a photo-sharing network, so it works
wonderfully for businesses selling ‘beautiful’ products such as jewelry, food or housewares. It’s
important to consider our target demographic – Instagram has around 130–150 million users,
over two-thirds of which are women between the ages of 18 and 35. With Instagram, we’ll also
need to keep a smartphone handy to properly access our account and engage with our audience.

Once we’ve decided which social media channels to use, get a clear idea of the kind of content
we can share. The more compelling and engaging our material is, the more likely our followers
will like, comment and share our posts. Engagement is key to promoting our brand – not only
will it make we more appealing to existing customers, the more positive social activity that goes
on, the higher the chance is that their friends will be exposed to our brand and intrigued by what
we have to offer.

When they do this, they’re engaging with our brand and their networks (friends, family, and
colleagues) are seeing that engagement and may be prompted to check we out for their own
needs.

In this assignment we will discuss the process of how to create a brand in facebook, google
instagram, twitter & LinkedIn as well

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CHAPTER TWO
GOOGLE

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2.1 Promoting A Brand In Google Adds

It can narrated the whole work in 4 steps :

Step 1

Decide where to advertise

Go global, or stay local. You decide where you’d like to show your ads, and we’ll get them in
front of the right people.

For your ad to perform well, it has to find the right audience. Google Ads lets you choose the
location where your ad will appear, including within a certain radius of your store or covering
entire regions and countries.

Step 2

Create your message

Highlight what’s best about your business in 3 short sentences to get customers excited. Or
create compelling banner ads by adding images.

Google Ads makes it easy to write effective ad copy or include images. With a variety of ad
formats available, we’ll help you determine how best to craft your ad based on your advertising
goals and marketing objectives.

Step 3

Set your budget cap

You’ll never pay more than the monthly cap you set, and you can adjust or pause anytime. Plus,
we’ll show you estimated results for your budget.

With Google Ads, you decide how much to spend, and never pay more than your monthly cap.
There’s no minimum spend, and no commitment. We’ll recommend a budget based on

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businesses that are similar to yours, along with estimated results. Most ads start seeing results in
about a month.

Step 4

Go live

We’ll display your ads when people search for products or services like yours. Your ads can
appear on Google Search and Maps, and across our network of partner sites.

You’ll pay for results, like when people click your ad to call your business, visit your website, or
get directions to your store.

Brief description

To start this work we need a gmail account from before, email (yahoo), Hotmail ( Microsoft) is
also allowed to do such work but for that we need to make up a link to continue in google. After
searching for google Adwords or ads.google.com we will get a page like below and we have to
press sign in

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After clicking “sign in” we get two boxes, one for describing my business in 120 words,
specially the name of the business and another box is for making a website name. I have given
the website name – www.inngad.com

Then we get the options for next or back. If we click next we get a box where specific details of
address is required and we gat a picture of map and opportunity to fix the area we want to give
ad.

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We get the option of going next or back again.

If we click next , here is called to highlight the products and services I offer and what makes my
business unique. And calls for images that I want to give in ad and gives chance to show logo.
Maximum 3 image can be uploaded.

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Phone number requires to give so that customers can find us for buying.

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Again clicking next we can go next step, here google order us to review my campaign settings.
And by clicking next we gat boxes to fill up payment method, time zone (can not be changed
later), introductory offer and the persons details by whose g-mail account is used in google add.

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The use of binding arbitration to resolve disputes :

2.2 Advertising Program Terms

These Advertising Program Terms (“Terms”) are entered into by Google Asia Pacific Pte.
Ltd.  (“Google”) and the entity executing these Terms or that accepts these Terms electronically
(“Customer”).  These Terms govern Customer’s participation in Google’s advertising programs
and services (i) that are accessible through the account(s) given to Customer in connection with
these Terms or (ii) that incorporate by reference these Terms (collectively, “Programs”).  Please
read these Terms carefully.  They require the use of binding individual arbitration to resolve
disputes rather than jury trials or class actions.  

1 Programs.  Customer authorizes Google and its affiliates to place Customer’s advertising

materials, feed data, and technology (collectively, “Ads” or “Creative”) on any content or
property (each a “Property”) provided by Google or its affiliates on behalf of Google or, as
applicable, a third party (“Partner”).  Customer is solely responsible for all:  (i) Ads, (ii)
Ads trafficking or targeting decisions (e.g., keywords) (“Targets”), (iii) destinations to
which Ads direct viewers (e.g., landing pages, mobile applications) along with the related URLs,
waypoints, and redirects (“Destinations”), and (iv) services and products advertised on
Destinations (collectively, “Services”). The Program is an advertising platform on which
Customer authorizes Google and its affiliates to use automated tools to format Ads. Google and

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its affiliates may also make available to Customer certain optional Program features to assist
Customer with the selection or generation of Targets, Ads, or Destinations.  Customer is not
required to authorize use of these optional features and, as applicable, may opt-in to or opt-out of
usage of these features.  However, if Customer uses these features, then Customer will be solely
responsible for the Targets, Ads, and Destinations.  Google and its affiliates or Partners may
reject or remove a specific Target, Ad, or Destination at any time for any or no reason.  Google
and its affiliates may modify or cancel Programs at any time.  Customer acknowledges that
Google or its affiliates may participate in Program auctions in support of its own services and
products.  Some Program features are identified as “Beta” or as otherwise unsupported or
confidential (collectively, “Beta Features”). Customer may not disclose any information from
Beta Features or the terms or existence of any non-public Beta Features.

2 Policies.  Customer is solely responsible for its use of the Programs (e.g., access to and use of
Program accounts and safeguarding usernames and passwords) (“Use”).  Program Use is subject
to applicable Google policies available at google.com/ads/policies, and all other policies made
available by Google to Customer, including Partner policies, and to the extent applicable, the
Google EU User Consent Policy at privacy.google.com/businesses/userconsentpolicy (in each
case, as modified from time to time, “Policies”).  Customer also authorizes Google to modify
Ads as described in Policies.  In connection with the Program, Google will comply with the
Google Privacy Policy available at google.com/policies/privacy (as modified from time to time).
To the extent Program Use is within scope, Google and Customer agree, as applicable, to the (i)
Google Ads Controller-Controller Data Protection Terms
at privacy.google.com/businesses/controllerterms; or (ii) Google Ads Data Processing Terms
at privacy.google.com/businesses/processorterms (collectively the “EU Data Terms”).  Google
will not modify the EU Data Terms, except as expressly permitted under the EU Data
Terms.  Customer will not, and will not authorize any third party to, (i) generate automated,
fraudulent or otherwise invalid impressions, inquiries, clicks or conversions, (ii) conceal
conversions for Programs where they are required to be disclosed, (iii) use any automated means
or form of scraping or data extraction to access, query or otherwise collect Google advertising-
related information from any Property except as expressly permitted by Google, or (iv) attempt
to interfere with the functioning of the Programs.  Customer will direct communications
regarding Ads on Partner Properties under these Terms only to Google.  

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3. Ad Serving.  (a) Customer will not provide Ads that contain or connect to malware, spyware,
unwanted software or any other malicious code or knowingly breach or circumvent any Program
security measure.  (b) Customer may utilize an Ad server solely for serving or tracking Ads
under Programs that permit third-party Ad serving and only if the Ad server has been authorized
by Google to participate in the Program.  Google will implement Customer’s Ad server tags so
that they are functional.  (c) For online display Ad impressions billed on a CPM or vCPM
basis (“Display Ads”), if Google’s applicable  impression count (“IC”) for a Program is higher
than Customer’s third-party Ad server (“3PAS”) IC by more than 10% over the invoice period,
Customer will facilitate reconciliation efforts between Google and 3PAS.  If this discrepancy is
not resolved, Customer’s sole remedy is to make a claim within 60 days after the invoice date
(“Claim Period”).  If Google determines that the claim is valid, then Google will issue to
Customer advertising credits equal to (90% of Google’s IC minus 3PAS’s IC), multiplied
by Google’s reported campaign average CPM or vCPM, as applicable, over the invoice period.
Any advertising credits issued must be used by Customer within 60 days of issuance (“Use-By
Date”) and Google may suspend Customer’s permission to utilize that 3PAS provider and may
suspend or void the effectiveness of the above discrepancy-resolution provisions of
this Section for that 3PAS provider.  Metrics from 3PAS whose Ad server tags are provided to
Google will be used in the foregoing discrepancy-resolution calculations.  Google may require
that discrepancy records be provided directly by 3PAS to Google.  Customer will not be credited
for discrepancies caused by 3PAS’s inability to serve Ads.

4 Testing.  Customer authorizes Google and its affiliates to periodically conduct tests that may

affect Customer’s Use of Programs, including Ad formatting, Targets, Destinations, quality,
ranking, performance, pricing, and auction-time bid adjustments.  To ensure the timeliness and
validity of test results, Customer authorizes Google to conduct such tests without notice or
compensation to Customer. 

5 Ad Cancellation.  Unless a Policy, the Program user interface, or an agreement referencing
these Terms (an “IO”) provides otherwise, either party may cancel any Ad at any time before the
earlier of Ad auction or placement, but if Customer cancels an Ad after a commitment date
provided by Google (e.g., a reservation-based campaign), then Customer is responsible for any

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cancellation fees communicated by Google to Customer, and the Ad may still be published.
Cancelled Ads will generally cease serving within 8 business hours or as described in a Policy
or IO, and Customer remains obligated to pay all charges resulting from served Ads (e.g., fees
based on conversion).  Customer must effect cancellation of Ads (i) online through Customer’s
account, if the functionality is available, (ii) if this functionality is not available, with notice to
Google via email to Customer’s account representative or (iii) if this functionality is not
available and Customer does not have an account representative, with notice to Google via email
to ads-support@google.com (collectively, the “Ad Cancellation Process”). Customer will not be
relieved of any payment obligations for Ads not submitted or submitted by Customer after the
due date provided by Google. Google will not be bound by a Customer-provided IO.

6 Warranty: Rights, and Obligations. Customer warrants that (a) Customer holds,

and hereby grants Google, its affiliates and Partners, the rights in Ads, Destinations, and Targets
for Google, its affiliates and Partners to operate the Google Programs (including, in the case of
feed data, after Customer ceases to use the Programs), and (b) all information and authorizations
provided by Customer are complete, correct and current. Customer authorizes Google and its
affiliates to automate retrieval and analysis of, and create test credentials to access, Destinations
for the purposes of the Programs.  By providing any mobile or other telephone number to Google
in connection with the Programs, Customer authorizes Google, its affiliates and their agents to
call and send text messages (for which standard message and data rates may apply) to the
provided telephone numbers, including by an automatic telephone dialing system, for purposes
of the Programs.  However,  Google will not rely on this permission to initiate autodialed calls or
text messages for marketing purposes.  Customer further authorizes Google, its affiliates and
their agents to send electronic mail to Customer for purposes of the Programs.  Customer
warrants that it is authorized to act on behalf of, and has bound to these Terms, each third party,
if any, for which Customer advertises in connection with these Terms (“Advertiser”) and any
references to Customer in these Terms will also apply to Advertiser, as applicable.  If for any
reason Customer has not bound an Advertiser to these Terms, Customer will be liable for
performing any obligation Advertiser would have had under these Terms had Advertiser been
bound.    If Customer is using a Program on its own behalf to advertise, for that use Customer

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will be deemed to be both Customer and Advertiser.  Customer will provide Advertiser with
reporting data no less than on a monthly basis, that discloses absolute dollars spent on Google
and performance (at a minimum cost, clicks and impressions of users on the account of that
Advertiser) in a reasonably prominent location.  Google may, upon request of an Advertiser,
share Advertiser-specific information with Advertiser.  

7 Make-Goods:  For reservation-based Display Ads, Google will deliver any agreed-on

aggregate number of Display Ads by the end of the campaign, but if Google fails to do so, then
Customer’s sole remedy is to make a claim during the Claim Period.  If Google confirms the
accuracy of the claim, then Google will not charge Customer for the undelivered Display Ads or,
if Customer has already paid, at Google’s reasonable discretion, Google will provide for (i)
advertising credits, which must be used by the Use-By Date, (ii) placement of the Display Ads in
a position Google deems comparable within 60 days of Google’s confirmation of the accuracy of
the claim or (iii) an extension of the term of the campaign.  Google cannot assure that any
auction-based Ads will be delivered and therefore make-goods do not apply to auction-based
Ads.

8 Payment:  Customer will pay all charges incurred in connection with a Program, using a

payment method approved by Google for that Customer (as modified from time to time), within
a commercially reasonable time period specified by Google (e.g., in the Program user interface
or IO).  Late payments bear interest at the rate of 1.5% per month (or the highest rate permitted
by law, if less).  Charges are exclusive of taxes.  Customer will pay (i) all taxes and other
government charges and (ii) reasonable expenses and legal fees Google incurs in collecting late
payments that are not disputed in good faith.  Charges are based on the billing criteria under the
applicable Program (e.g., based on clicks, impressions, or conversions). Any portion of a charge
not disputed in good faith must be paid in full.  No party may offset any payment due under these
Terms against any other payment to be made under these Terms.  Google may, in its sole
discretion, extend, revise or revoke credit at any time. Google is not obligated to deliver any Ads
in excess of any credit limit.  If Google does not deliver Ads to the selected Targets or
Destinations, then Customer’s sole remedy is to make a claim for advertising credits within the
Claim Period, after which Google will issue the credits following claim validation which must be

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used by the Use-By Date.  Customer understands that third parties may generate impressions or
clicks on Customer’s Ads for prohibited or improper purposes and if that
happens, Customer’s sole remedy is to make a claim for advertising credits within the Claim
Period, after which Google will issue the credits following claim validation, which must be used
by the Use By Date. To the fullest extent permitted by law, (a) customer waives all claims
relating to any program charges unless a claim is made within the claim period and (b) the
issuance of advertising credits (if any) is at google’s reasonable discretion and if issued, must be
used by the use-by date.

9 Disclaimers:  To the fullest extent permitted by law, google, on behalf of itself and its partners
and affiliates, disclaims and excludes all conditions, representations, guarantees and
warranties, whether implied, statutory or otherwise, including for non-infringement, satisfactory
quality, merchantability and fitness for any purpose, as well as any implied terms arising out of
any course of dealing or usage of trade, which are not expressly set out in this agreement.  to the
fullest extent permitted by law and other than expressly set out in this agreement, the programs
and google, its affiliates’, and partner properties are provided “as is,” “as available” and “with all
faults,” and customer uses them at its (and any advertiser’s) own risk and none of google, its
affiliates or its partners make any guarantee in connection with the programs or program
results. to the fullest extent permitted by law, google makes no promise to inform customer of
defects or errors.

10  Limitation of Liability:  Except for section 11 and customer’s breaches of

sections 3(a), 14(e) or the last sentence of section 1, to the fullest extent permitted by law
regardless of the theory or type of claim:  (a) neither google nor
customer or their respective affiliates may be held liable under these terms or arising out of or
related to performance of these terms for any damages other than direct damages, even if the
party is aware or should know that such other types of damages are possible and even if direct
damages do not satisfy a remedy; and (b) other than customer’s payment obligations under these
terms, neither google nor customer or their respective affiliates may be held liable for damages
under these terms or arising out of or related to performance of these terms for any given event
or series of connected events in the aggregate of more than the amount payable to google by

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customer under the terms in the thirty days before the date of the activity first giving rise to the
claim.

11 Indemnification. Customer will defend, and indemnify Google, its Partners,

agents, affiliates, and licensors against all liabilities, damages, losses, costs, fees (including legal
fees), and expenses relating to any third-party allegation or legal proceeding to the extent arising
out of or related to Ads, Targets, Destinations, Services, Use or any breach of these Terms by
Customer.  Partners are intended third-party beneficiaries of this Section.

12 Changes to Terms. Google may make non-material changes to these Terms at any time
without notice, but Google will provide advance notice of any material changes to these
Terms. The Terms will be posted at google.com/ads/terms. The changes to the Terms will not
apply retroactively and will become effective 7 days after posting.  However, changes made for
legal reasons will be effective immediately upon notice.  Either party may terminate these Terms
at any time with notice to the other party, but (i) campaigns not cancelled under Section 5 and
new campaigns may be run and reserved and (ii) continued Program Use is, in each case, subject
to Google’s terms and conditions then in effect for the Programs (available
at google.com/ads/terms).  Google may suspend Customer’s ability to participate in the Programs
at any time.  In all cases, the running of any Customer campaigns after termination is in Google’s
sole discretion.

13 Dispute Resolution Agreement:

A.  Negotiation.  In the event any dispute arises out of or in connection with these Terms  (each,
a “Dispute”), the parties will make good faith efforts to resolve the Dispute within 60 days
of written notice of the Dispute from the other party. If the parties are unable or unwilling to
resolve the Dispute in that time, the Dispute will be finally determined by arbitration
administered by the International Centre for Dispute Resolution (“ICDR”) under its International
Arbitration Rules (“Rules”).  This agreement to arbitrate is intended to be broadly interpreted
and, among other claims, applies to any claims brought by or against (i) Google, Google
affiliates that provide the Programs to Customer or Advertiser, Google parent companies, and the

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respective officers, directors, employees, agents, predecessors, successors, and assigns of these
entities and (ii) Customer or Advertiser, the respective affiliates and parent companies of
Customer or Advertiser, and the respective officers, directors, employees, agents, predecessors,
successors, and assigns of these entities.   

B.  Arbitration Procedures.  The place of arbitration will be Santa Clara

County, California. The arbitration will be before a tribunal of three arbitrators. The
claimant(s) will select one arbitrator of the tribunal in accordance with the Rules, and the
respondent(s) will jointly select the second arbitrator in accordance with the Rules.  If the parties
fail to agree on the third arbitrator (the “Chairman”) within 20 days of the confirmation of the
second, the ICDR will appoint the Chairman in accordance with the Rules. The arbitration will
be conducted in English. Except as may be otherwise required by law, the existence, contents or
results of any arbitration, including any documents or evidence produced, will be strictly
confidential. The decision of the arbitrators will be final and binding and judgment upon any
awards rendered by the arbitrators may be entered in any court of competent jurisdiction thereof.
The arbitrators will not be bound by rulings in other arbitrations in which Customer or
Advertiser is not a party. The arbitrators will have the power to grant declaratory or injunctive
relief, whether interim or final, only in favor of the individual party seeking relief and only to the
extent necessary to provide relief warranted by that party’s individual claim without affecting
other Google users or other Customers or Advertisers, and any provisional measures ordered by
the arbitrators may be enforced by any court of competent jurisdiction. Nothing in these Terms
will prevent either party from seeking individualized provisional or preliminary relief from any
court of competent jurisdiction, and any such application to a court for individualized provisional
or preliminary relief will not be deemed incompatible with the agreement to arbitrate or a waiver
of the right to arbitrate.

C. No Class Arbitration.  Customer, Advertiser, And Google Agree That Each May Bring
Claims Against The Other Only In Its Individual Capacity, And Not As A Plaintiff Or Class
Member In Any Purported Class, Representative, Or Private Attorney General
Proceeding.  Google, Customer And Advertiser Agree That, By Entering Into This Arbitration
Agreement, they are waiving their respective rights to a trial by jury or to participate in a class or
representative action.  Unless all affected parties agree otherwise in writing, the arbitrators may

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not preside over any form of a representative or class proceeding.  If a court decides that
applicable law precludes enforcement of any of this subsection’s limitations as to a particular
claim for relief, then that claim (and only that claim) must be severed from the arbitration and
may be brought in court. 

14 Miscellaneous.  (a) all claims arising out of or relating to these terms or the programs will be
governed by california law, excluding california’s conflict of laws rules, except to the extent that
california law is contrary to or preempted by federal united states law. (b) except as provided in
section 13, solely in the event that section 13 is not enforced as to a particular claim or dispute,
all claims arising out of or relating to these terms or the programs will be litigated exclusively in
the federal or state courts of santa clara county, california; the parties consent to personal
jurisdiction in these courts.  (c) customer will not seek in any proceeding filed during the period
of time these Terms are in effect, and for one year after any termination of these Terms, an
injunction based on patent infringement in connection with the Programs.  (d) These Terms are
the parties’ entire agreement relating to their subject matter and supersede any prior or
contemporaneous agreements on those subjects. (e) Customer may not make any public
statement regarding the relationship contemplated by these Terms (except when required by
law).  (f) All notices of termination or breach, or under Section 13, must be in writing and
addressed to the other party’s Legal Department (or if it is not known if the other party has a
Legal Department then to the other party's primary contact or other address on file). The email
address for notices being sent to Google’s Legal Department is legal-notices@google.com.
All other notices to Customer will be in writing and sent to an email address associated with
Customer’s account.  All other notices to Google will be in writing and addressed to Customer’s
primary contact at Google or other method made available by Google.   Notice will be treated as
given on receipt, as confirmed by written or electronic means.  These notice requirements do not
apply to legal service of process, which is instead governed by applicable law. (g) Except for
modifications to these Terms by Google under Section 12, any amendment must be agreed to by
both parties and must expressly state that it is amending these Terms.  Neither party will be
treated as having waived any rights by not exercising (or by delaying the exercise of) any rights
under these Terms.  Except as provided in Section 13(C), if any provision of these Terms is
found unenforceable, that provision will be severed and the balance of the Terms will remain in
full force and effect.  (h) Neither party may assign any part of these Terms without the written

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consent of the other party save that (A) Google may assign all or part of its rights and/or
obligations under these Terms to an affiliate if Google has notified Customer of the assignment,
and (B) Customer may assign all of its rights and obligations under these Terms to an affiliate
but only where (I) the assignee agrees in writing to be bound by these Terms, (II) Customer
remains liable for obligations under these Terms if the assignee defaults on them, and (III)
Customer has notified Google of the assignment.  Any other attempt to transfer or assign is void.
(i) Except as expressly listed in Sections 11 and 13, there are no third-party beneficiaries to these
Terms.  (j) These Terms do not create any agency, partnership or joint venture among the parties.
(k) Sections 1 (last sentence only) and 8 through 14 will survive termination of these Terms.  (l)
Except for payment obligations, no party or its affiliates are liable for failure or delay in
performance to the extent caused by circumstances beyond its reasonable control.  (m) If these
Terms are made available in English and any other language, the English language text will
prevail in the event of a conflict.

2.3 SEO

Search engine optimization (SEO) is the process of increasing the quality and quantity of website
traffic by increasing visibility of a website or a web page to users of a web search engine. SEO
refers to the improvement of unpaid results (known as "natural" or "organic" results), and
excludes the purchase of paid placement.

SEO may target different kinds of search, including image search, video search, academic
search,news search, and industry-specific vertical search engines.

Optimizing a website may involve editing its content, adding content, modifying HTML, and
associated coding to both increase its relevance to specific keywords and to remove barriers to
the indexing activities of search engines.[citation needed] Promoting a site to increase the
number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had
surpassed desktop search.

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As an Internet marketing strategy, SEO considers how search engines work, the computer
programmed algorithms which dictate search engine behavior, what people search for, the actual
search terms or keywords typed into search engines, and which search engines are preferred by
their targeted audience. SEO is performed because a website will receive more visitors from a
search engine the higher the website ranks in the search engine results page (SERP). These
visitors can then be converted into customers.

SEO differs from local search engine optimization in that the latter is focused on optimizing a
business' online presence so that its web pages will be displayed by search engines when a user
enters a local search for its products or services. The former instead is more focused on national
or international searches.

2.4 PPC

Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to
drive traffic to websites, in which an advertiser pays a publisher (typically a search engine,
website owner, or a network of websites) when the ad is clicked.

Pay-per-click is commonly associated with first-tier search engines (such as Google Ads and
Bing Ads). With search engines, advertisers typically bid on keyword phrases relevant to their
target market. In contrast, content sites commonly charge a fixed price per click rather than use a
bidding system. PPC "display" advertisements, also known as "banner" ads, are shown on web
sites with related content that have agreed to show ads and are typically not pay-per-click
advertising. Social networks such as Facebook and Twitter have also adopted pay-per-click as
one of their advertising models.

However, websites can offer PPC ads. Websites that utilize PPC ads will display an
advertisement when a keyword query matches an advertiser's keyword list that has been added in
different ad groups, or when a content site displays relevant content. Such advertisements are
called sponsored links or sponsored ads, and appear adjacent to, above, or beneath organic
results on search engine results pages, or anywhere a web developer chooses on a content site.[1]

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The PPC advertising model is open to abuse through click fraud,[2] although Google and others
have implemented automated systems[3] to guard against abusive clicks by competitors or
corrupt web developers.

2.5 AdWords Bid Management Guide

AdWords bid management is the process of raising and lowering your keyword bids to ensure
you're making the most of your AdWords budget. Bid management is important because your
bids are one of the factors that determine when and where your Google ads show up in search
results, as well as how much you pay per click.

Bid management can be tricky for beginners, and even advanced users can get overwhelmed if
they're working in very large AdWords accounts.

In this article, we'll provide some easy strategies for AdWords bid management, including tips
from the experts.

2.6 Wordstream Free Trial

How to Set Your Initial AdWords Bids

The best way to start when it comes to AdWords bidding is to use all the data at your disposal.

One of the best places to get started is the AdWords Keyword Planner. Not only does this free
tool, available in your AdWords account, help you to identify new keywords, it also provides a
“suggested bid” for each of these terms, based on your ad serving settings. To make the most of
it, start by entering your custom targeting information into the Keyword Planner.

We recommend that you start by viewing each keyword’s estimated first page bid, then bump it
up by 20-30% to aim for the middle of the page.

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This is a good way to make sure your ads have visibility, but aren’t at the top right off the bat
(which could drive up your AdWords costs). From there, you can work your way to higher
positions by working to improve Quality Scores or gradually bumping up your bids.

Adjusting Your AdWords Bids

Depending on your goals, your AdWords bidding strategies will differ drastically. One common
goal when it comes to bid management is the desire to lower your cost per action, or CPA.

Your CPA metric is how much your business pays in order to attain a conversion. Based on your
sales, operating costs and margins, you should have a good idea of what you want to be paying
per conversion. Of course, even if you achieve this, it never hurts to aim for an even lower CPA.

Adwords Bid Management Tips

To find your current CPA, all you need to do is divide your total costs by total conversions for a
given period.

CPA = Cost / Conversions

Now let’s break down that CPA formula—cost is actually number of clicks multiplied by your
CPC, and conversions are the number of clicks multiplied by conversion rate.

Cost = Clicks x CPC

Conversions = Clicks x Conversion Rate

If we remove clicks from the equation, you’ll discover that CPA can also be found by dividing
CPC by conversion rate.

CPA = CPC / Conversion Rate

Therefore, CPA multiplied by conversion rate will give you your CPC.

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CPC= CPA x Conversion Rate

Bottom line: If you know your goal CPA and your current conversion rate by ad group, you
know what you should be willing to pay for a click to the keywords in that given ad group. This
will help you determine your AdWords bids.

When to Raise and Lower Your AdWords Bids

If your goal is to lower your ad group-level CPAs, let your keyword-level CPAs dictate when it’s
time to adjust your bids. Of course, your actions will differ on a keyword-by-keyword basis, but
here are a few examples.

If a keyword’s CPA is lower than your goal and is appearing in a low position, increase the bid.
This will raise your ad position, giving your ad more visibility and likely more clicks and
conversions.

If a keyword has a high CPA and is consistently appearing in a top position, it may be time to
reduce your bids. While you'll see fewer conversions come through, this step will drive down
your CPAs considerably.

For more helpful advice on how to manage your AdWords bids, check out our interview with 18
top AdWords experts on how they manage bids, whether or not to use automatic bidding, and
more.

2.7 Pop-Up Ads

Pop-up ads or pop-ups are forms of online advertising on the World Wide Web.[1] A pop-up is a
graphical user interface (GUI) display area, usually a small window, that suddenly appears
("pops up") in the foreground of the visual interface. The pop-up window containing an
advertisement is usually generated by JavaScript that uses cross-site scripting (XSS), sometimes
with a secondary payload that uses Adobe Flash.[2] They can also be generated by other
vulnerabilities/security holes in browser security.

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A variation on the pop-up window, the pop-under advertisement, opens a new browser window
under the active window. Pop-unders do not interrupt the user immediately, but appear when the
user closes the covering window, making it more difficult to determine which website created
them

CHAPTER THREE
FACEBOOK

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Facebook isn’t new, and neither is the idea that every business needs a Facebook presence.

However, a lot has changed since Facebook first entered the marketing scene. Today, the world’s
largest social network can do things many of us would never have dreamed of 10 years ago: host
360-degree videos, sell products via a chatbot, or even serve as a top news source for two-thirds
of the adult population.

Facebook has 1.56 billion daily active users. Let’s put that in perspective. That’s 20% of the
world population … and still climbing.

It’s not only the sheer number of people but the amount of our attention Facebook owns.
Globally, the average user spends almost an hour per day on Facebook. Considering the average
person sleeps eight hours a day, that means about 7% of our waking hours is spent with our eyes
glued to the social network.

3.1 Facebook Marketing, The Inbound Way

There are many ways to approach marketing on Facebook, but we’ll stick to the one we love
most: inbound.
An inbound strategy is about being helpful and relatable to our audience. It involves
understanding the goals of our customer and partnering with them to overcome challenges. One
of the best ways to do this is to be available where they already spend their time — that means
we need to be present on Facebook.

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Facebook’s tools cater to the business that wants to form an authentic relationship with their
audience. It allows marketers to create and distribute quality content that’s helpful for users. And
it allows sales and customer services reps to connect with consumers interested in a brand.

3.2 How To Set Up A Facebook Page

Facebook Pages are the gateway for businesses to market to this holy grail of users. A Facebook
Page is a public presence similar to a personal profile, but allows fans to “like” the business,
brand, celebrity, cause, or organization. Fans receive content updates from the Page on their
News Feed, while the business is able to raise brand awareness, deploy and track advertising,
collect detailed audience insights, and chat with users who seek customer service.

So for that first we know how to set up a facebook page. The step by step process for set up a
facebook page are given below

a) Create a Facebook Page

b) Add a short description
c) Create a username for our Page
d) Add our Page to Shortcuts
e) Set up Page roles
f) Customize our notifications
g) Add a Page CTA
h) Organize our Page tabs
i) Verify our Page

a) Create a Facebook Page

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Pages are Facebook’s equivalent of a business profile. Pages look similar to profile pages but
show specific information only applicable to businesses, organizations, and causes. Whereas we
connect with a profile by adding them as a friend, we connect with a business Facebook Page by
“liking” it and becoming a fan. If we create a personal profile for our business instead of a Page,
there is a risk of getting it shut down by Facebook.
To get started building our own Facebook Page, go to https://www.facebook.com/pages/create/

There, will have two categories to choose from:

1. Business or Brand

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 2. Community or Public Figure

Facebook offers two categories so we can better customize the fields on our Page. For the
purpose of this introduction, let’s say we’re a “Business or Brand.” We’ll create a Page for a
(completely fictitious) company called Innovative gadget it as a Retail Company. (To choose a
category, simply start typing and choose from the drop-down list.)

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 b) Add a Short Description

Click “Add a Short Description” under "Welcome to Our New Page"to get started. Add one to
two sentences (or 255 characters max) about our business. This description will appear both on
our Page and in search results, so keep it descriptive but succinct.

Alternatively, we can edit our description by clicking on “About” in the left menu. There we’ll
find the option to include a phone number, website, email, mission, and more.

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c) Create a Username for Our Page
The last step on the welcome menu is to create a username for our Page. Our username will
appear in our custom Facebook URL (also known as a vanity URL) to help people easily find
and remember our Page. We’ll have 50 characters to come up with a unique name not being used
by another business.

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d) Add Our Page to Shortcuts
We finished the four steps from Facebook’s welcome menu, but there are still a few things we
can do to customize our Page. For example, every Facebook user has a vertical navigation bar to
the left of their News Feed. By adding our Page as a shortcut here, we’ll always have easy
access. Go to our News Feed and click on “Edit” next to “Shortcuts” in the left vertical
navigation to make it easy to navigate to our Page in the future.

e) Set Up Page Roles

With the basic skeleton of our Page complete, there’s an important step we’ll want to take before
we send the Page out to the world … or even our co-workers. Remember how Facebook creates
business Pages separate from personal profiles? One benefit of this is so multiple people from an
organization can edit and post from the Page without sharing login credentials. But that also
means we need to designate who has what levels of editing access. That’s where Page Roles
comes in.
On the top navigation bar, locate “Settings.”

Then click on“Page Roles” in the left navigation bar. There are a few options when adding a
collaborator:

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Admin: Admins can manage all aspects of the Page, meaning they can send messages, publish as
the Page, respond or delete comments, create ads, see which admin published a specific post, and
assign Page roles. This person would have all the same permissions as the creator of the Page.
Choose wisely.
Editor: Editors have the same permissions as Admins except for one key difference: Editors can’t
assign Page roles to other people.
Moderator: Moderators can send messages and respond to and delete comments, but they can’t
publish as the Page. They do have access to create ads.
Advertiser: Just as it sounds, Advertisers can create ads and view insights.
Analyst: Analysts don’t have any publishing power whatsoever, but they can see which Admin
published a specific post and view insights.
Jobs Manager: Jobs Managers can do everything that an Advertiser can do as well as publish and
manage jobs.

f) Customize Our Notifications

While we’re in the settings menu, jump up to “Notifications.” This section allows we to
customize how we receive alerts for activity on our Page. For example, we could choose to get a
notification every time there is activity or just get one notification every 12 to 24 hours.

g) Add a Page CTA

One of the top benefits of having a Facebook Page for our business is the ability to attract an
audience we might not have been able to reach with a traditional website. However, the typical
buyer’s journey doesn’t end on Facebook.
Starting in December 2014, Facebook allowed Pages to include a call-to-action button at the top
of the Page. To create one, click “+ Add a Button” below our cover photo. We can choose from
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an array of choices depending on if we want view or book a service, get in touch, make a
purchase or donation, download an app, or simply learn more.

h)Organize Our Page Tab

Add custom tabs to tailor what content users see when they visit our Page. For example, when
we visit Starbucks’ Page, there’s an option to browse photos, see open jobs, visit its Pinterest
account, or find a store near we.

i)Verify Our Page

A verification badge is by no means necessary, but it does add a sense of authority to our Page
and business. This could be particularly important for businesses in ecommerce or online
services looking to build trust with potential customers and initiate transactions online.

To ensure we're eligible, confirm that our Page has a profile picture and cover photo. Go to
“Settings” > "General". There we’ll find “Page Verification” where we can enter our publicly
listed phone number, country, and language. We'll receive a call with a verification code.

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The blue check badge is only available to some public figures, celebrities, and brands.
Unfortunately, it’s not possible to request a blue badge.

3.3 How to Get Facebook Likes and Fans

Of course, we want our Facebook business Page to be successful. However, what success looks
like on social media will vary based on our business goals. Our top focus could be launching new
products, building awareness, driving sales, or collecting leads.
But no matter what, we need likes.
A “like” is how a user raises their hand and intentionally chooses to see updates from our
business in their News Feed.
In this section, we’ll give we some practical strategies to get Facebook Page likes from the
moment our Page goes live and how to grow that demand into the future.
Why We Shouldn’t Buy Facebook Likes
If we need Page likes to master Facebook marketing that brings up a good question: Why not just
buy them?
Don’t believe this is a real dilemma? Go ahead and Google “buy Facebook likes.” We’ll find
pages upon pages of external services selling packages of likes for a flat fee. And for some, it
may seem like a quick and easy way to make our business look credible.
However, the issue lies in where these likes actually come from. Companies that sell likes use
click farms, fake accounts, or even compromised accounts to reach the promised number. That
means it’s highly unlikely that any of these users who have liked our Page will ever engage with
our content.

Promoting Our Page on Facebook

Now that we’ve covered how not to get likes, let talk about how to get them — the right way.
We’ll start with promoting our Page on Facebook and then through our other marketing assets.

As we mentioned in the previous section, take the time to thoughtfully fill out the “About”
section of our Page. Fill our description with searchable information, but don’t overstuff it with

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keywords. Include an overview of what our business offers, proper categories, and a link back to
our website.
If we’re building a Page from scratch, consider sharing it with people we’re already connected to
on Facebook. From our Page's main screen, check out the section titled "Know friends who
might like our Page?"
As we choose contacts, be cautious about over-promoting to people we know won’t be
interested. Spammy Facebook marketing does more harm than good.
Also, don’t forget to invite our colleagues to like our Page. Encourage them to share it with their
own Facebook friends or include the unique link in their email signatures. Employees in
departments like sales, customer service, or HR who consistently email people outside our
business are often a great fit.
Finally, be active. The best way to gain Page likes is to build an engaging community. Post
helpful or entertaining content that our followers will want to like and share. Respond to
messages quickly and interact with comments on our posts. Have we ever noticed some Pages
have a green badge saying they’re “very responsive to messages”? If we’ve received a 90%
response rate and an average response time of under 15 minutes over the last seven days, we too
can earn this badge.

Securing Facebook likes isn’t reserved for the initial setup of our Page. We’ll need to build a
consistent, lovable strategy to continue adding value to our followers.

Promoting Our Page through Our Website

Promoting our Page doesn’t end on Facebook. Include social media follow buttons on our
website and blog to make it easy for our audience to connect with we on Facebook.

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We can also use a Page plugin to easily embed and promote our Page on our website. Facebook
will build the iframe code that shows a feed of our latest posts. That way, visitors can like and
share our Page without ever leaving our website

Promoting Our Page to Our Customers and Email Contacts

Have a brick-and-mortar business? Think of creative ways to let our customers know we have a
Facebook presence. Place a Facebook sticker with our Page’s name in the front window or
include the custom URL on our receipts. We could even run a promotion where people get a
discount if they like our Page on the spot from their mobile device.

Ecommerce businesses can do likewise. Don’t forget a Page link in our email marketing, whether
it’s receipts, product suggestions, content updates, or customer service messages.

Promoting Our Page on Additional Social Media Channels

Sharing our Page from our other social media accounts is another option, as long as we do it
sparingly. The key is not to annoy the Twitter or LinkedIn audience we’ve worked so hard to
build.

How to Advertise on Facebook

When we begin advertising on Facebook, we might feel like there’s a lot of boxes to check off. Is
our copy engaging enough? Are we targeting the right people? How much should I spend?

How to Create a Facebook Ad Campaign

The first step in the Facebook advertising checklist is to understand the terminology. In

Facebook, all paid advertising can be broken down into three elements:

 Campaigns: A campaign houses all of our assets

 Ad sets: Ad sets are groups of ads that target specific audiences. If we’re targeting
multiple audiences, we’ll need separate sets for each.

 Ads: The individual ads we’ll post on Facebook, each with their own colors, copy,
images,

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When we create our first advertisement, Facebook offers two choices of editors: the Ad Manager
and the Power Editor. The Ad Manager is a great choice for most companies, while the Power
Editor was created for larger advertisers who need precise control over a variety of campaigns.
For these instructions, we’ll use the Ad Manager. To find the Ads Manager from Facebook, go to
our homepage and find "Ads Manager" from the left-hand menu.

Before we create an ad, we need to choose an objective. Facebook provides 11 to pick from,
broken into three categories: awareness, consideration, and conversion.

How to Target and Optimize Ad Sets

Once we select an objective for our campaign, Facebook will walk we through a few steps to
define the audience, budget, and schedule for our ad set. If we’ve used Facebook’s advertising
tools before, we can select a saved audience here. Otherwise, specify demographic information
like location, age, gender, and language.

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How to Target and Optimize Ad Sets

Once we select an objective for our campaign, Facebook will walk we through a few steps to
define the audience, budget, and schedule for our ad set. If we’ve used Facebook’s advertising
tools before, we can select a saved audience here. Otherwise, specify demographic information
like location, age, gender, and language

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3.4 Budget

In the “Placements” section, keep the “Automatic Placements (Recommended)” selected.

Then choose our budget and schedule. Facebook offers the option of setting a daily budget or a
lifetime budget:

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  Daily Budget: If we want our ad to run continuously, choose Daily Budget. Choose the
amount we’re willing to spend on this specific ad per day. Remember, this is an average,
so some days we might spend slightly above or below.

 Lifetime Budget: If we’re looking to run our ad for a specified length of time, choose
Lifetime Budget. Facebook will automatically try to evenly spread the amount we select
over the period of time.

Depending on which option we choose, we can pick the appropriate schedule for our ad set.
Decide if we want our ads to start immediately, or at a later time.

3.5 Facebook Ad Formats

Now that we’ve designated our campaign and ad set, it’s time to create our ads. In this section,
we’ll select the format, media, text, and links to create one or multiple ads.

First, Facebook will give us two ad format options:

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Once we decide how we want our ad to look, upload our creative assets and write a clickable ad
headline. For each format, Facebook will provide some design recommendations, including
image size, headline length, and more.

In the past, if 20% or more of an ad’s image was text, Facebook would deny the ad. Facebook
has since adopted a new system, but it still favors images with minimal text. Now, ads with
higher amounts of text will receive less or no delivery at all. Check out this tool to test our
images.

Finally, tweak our text and preview our ad for desktop or mobile viewing. Then, place our order.

Measuring Facebook Ad Results

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Now that our ads have been released into the world, we’ll want to keep an eye on how they’re
performing. To see the results, go back to the Facebook Ad Manager. If we have ads running,
we’ll see an overview of all our campaigns.

At the top, the dashboard will highlight an estimate of how much we’re spending each day on
ads. The dashboard is broken down into columns to make it easy to filter by results, reach, or
amount spent.

There are a lot of metrics to consider when determining the success of our ads, including reach,
impressions, clicks, click-through rate, and more. However, here a few to pay particular attention
to:

 Actions: In the first step of creating a Facebook ad, we choose an objective for our
campaign. Always consider our initial rationale when weighing the success of our
campaign.

 Cost per action: Don’t just look at the number of actions that occurred. Look at how
much each action cost and compare this between our different ads within the ad set.

 Frequency: Frequency is how often someone saw our ad. An ideal frequency should
vary depending on the type of ad we ran. For example, we’d probably only want someone
to see a promoted piece of content once. But it might take multiple views of a Page Like
ad before someone takes an action. If any of our ads have a very high frequency but low
performance, it may be time to retire the ad.

To export our data, look for the drop-down menu on the right side above the results.

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 CHAPTER FOUR

INSTAGRAM

In recent years, social media has become increasingly popular as a business and communication
tool. Businesses are recognizing the importance of social media as a way to engage with

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consumers on a more personal level while being able to implement marketing techniques and
further the brand image. In a world of social engagement and connectivity, many well-known
brands are using social media to reach and engage their consumers by sharing great content. One
of the newest social media tools available to brands is Instagram, a mobile app that allows users
to capture and share images and videos with followers (Instagram, 2015). Instagram, a social
media app, is becoming increasingly popular as a business and communication tool. Officially
launched in October 2010, Instagram gained 1 million users within its first month, and the app
had 300 million active monthly users by April 2015 (Costill, 2014; Instagram, 2015). As a
largely visual social media tool, Instagram allows businesses to reach consumers and strengthen
its brand in new ways.
Instagram's users are divided equally with 50% iPhone owners and 50% Android owners. While
Instagram has a neutral gender-bias format, 68% of Instagram users are female while 32% are
male. Instagram's geographical use is shown to favor urban areas as 17% of US adults who live
in urban areas use Instagram while only 11% of adults in suburban and rural areas do so. 
Instagram into an effective business marketing strategy
Aptly coined social media’s ‘rising star’ for business in 2018, the social media channel certainly
argues a very convincing business case. The photo-sharing app has combined the very best from
some of its peers, such as Facebook, Twitter and Snapchat, to create a hugely successful
marketing tool for business in 2018. However, as is seen with other social media platforms,
Instagram still requires a considerable amount of time and effort in order to both create and
maintain a page that users can engage with and truly enjoy.Instagram is arguably less formal than
any other popular social media site, and the fact it is primarily based on the sharing of images
and short videos means there isn’t a lot of reading that needs to be done. With this in mind, one
can see why B2C marketers prefer using Instagram over B2B marketers.
From a survey conducted in 2017, it was found that approximately 71% of B2C marketers were
active on Instagram, with 64% of B2C marketers claiming that Instagram was an effective tool
for business. B2C companies tend to focus on content which is shareable and captures the
interests of its followers.Consumers will more than likely tend to use peripheral processing to
subconsciously decide if they like a product – eye-capturing videos and pictures will help a
customer with this decision. As Instagram is based on the idea of posting pictures and videos, it

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can be relatively easy for B2C marketers to create sales leads and generate traffic through the use
of the social media site in 2018.

4.1 Integrating Instagram With Other Social Media Channels

A company should take every opportunity to publicise their brand as much as possible in 2018.
One way in which to do this in 2018 is to be active on various social media platforms. Below we
talk about the ways in which to integrate Instagram with popular social media channels such as
Facebook and LinkedIn. Integrating different channels allows for wider audiences to be reached
and can be a huge ROI for business, so be sure to read on!
Facebook
Facebook currently owns Instagram after it bought the social media channel for a sum of $1
billion in 2012. With access to over 1.13 billion monthly active users, a company should
seriously consider investing time and effort into a marketing campaign involving Facebook in
2018! This is especially true for B2C marketers, as 71% of those B2C businesses surveyed stated
that their campaign involving Facebook was successful.
A business is able to link its Facebook account with Instagram by clicking on the settings tab on
their profile. By linking the two platforms, any posts shared on Instagram will automatically be
shared on Facebook along with the caption, saving the user doing it manually – it couldn’t be
easier for businesses in 2018!
Twitter
Although now not as popular as Instagram, Twitter is still a huge social media channel, with 328
million monthly active users in the second quarter of 2017. A social marketer should, therefore,
be sure to integrate this social media channel into their marketing strategy to reach as wide an
audience as possible.
When a user posts an Instagram photo or video to Twitter, the tweet does not have the photo
embedded inside; a user instead has to click on the link where they are taken to the Instagram site
in order to view the photo or video. However, through the use of the third-party website IFTTT,
the user can link both their Instagram and Twitter accounts, allowing for a user to view
Instagram pictures and videos without being taken to the Instagram site itself.
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LinkedIn
Integrating LinkedIn and Instagram must be done through third-party websites such as Zapier,
which automatically share Instagram photos to a user’s LinkedIn page in 2018. There is no direct
integration through either site as the two social media platforms are vastly different; one is a
simple, informal photo-sharing app while the other is used primarily for professionals to
network. Integrating both these channels, however, can be very useful for businesses on
Instagram wishing to expand their network in 2018. This is primarily the case for B2B
companies, as 73% of those surveyed found LinkedIn to be useful in generating leads and sales.

4.2 SEO Of Instagram

Optimising Instagram for SEO in 2018 is crucial for businesses which are active on the social
media channel. Below are some SEO techniques to use.
 Make use of hashtags – A fundamental part of Instagram, hashtagging increases the
chances of a post being seen by someone who isn’t following you, potentially increasing
brand awareness in the process. However, be sure not to use too many hashtags in a post
as this could give off the wrong impression of your business – you don’t want to appear
too spammy!
 Make use of the bio – It can often be confusing as to what a company is or what it does,
as Instagram is based on photo-sharing rather than written content. Therefore, you should
be sure to include relevant information in the bio of your Instagram page, as well as a link
to a relevant site or blog, allowing a potential customer to fully understand the service or
product you are offering in 2018. Remember, your bio is your introduction, and we don’t
have to stress the importance for businesses to create a good first impression! Be sure to
use keywords relating to your business throughout your bio and posts, as keyword
optimisation is arguably the most important form of SEO. Search engines are drawn to
these keywords so be sure to use them!
 Tell a brand story with your images – Be consistent with your posts and paint a picture
as to what it is like to use the product or service you provide. Be creative and share a
combination of relevant pictures and videos to educate and interest potential customers

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 and clientele. This is turn can help to generate traffic and sales leads for businesses in
2018.

4.3 Step to open a Business Account

The reasons for operating an Instagram account are usually very different for a business than
they are for an individual – even a soletrepreneur. We use our personal Instagram account to
show aspects of our life to our friends and family. A business runs its Instagram account to help
build an audience, and hopefully gain customers.
 Instagram accounts are personal by default so in this post we’ll show how to convert personal
account to a business account. If we do not already have an Instagram account, we’ll need
to create one
So first we have to know how to open a instagram business account-

o Download the app

o Open an instagram account

o Make account professional

o Go to your account and tap the three lines in the upper righthand corner.

o Tap “Settings” at the bottom

o Select “Account” and then “Get More Tools.”

o Choose option between creator & business

o choose your business category

o setting up or linking your business’s Facebook page

Firstly, Download the app

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Secondly, Open An Instagram Account

Thirdly, Go To Your Account And Tap The Three Lines In The Upper Right hand Corner

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Now, Tap “Settings” at the bottom.

Fourthly, Select “Account” and then “Get More Tools.”

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Fifthly, Choose Option Between Creator & Business

We have to take a screen that gives us the option between “Creator” and “Business.” Choose
“Business.” (The “Creator” account is for Instagram influencers and public figures so it does not
offer all the tools a business account does.)

Click “Continue” and read the slides about the benefits of a business account.

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Sixthly, Choose Your Business Category

Next, we’ll choose our business category. Start typing to search for the category that best fits our
business. When we’ve found it, click “next.”

Finally, Setting Up Or Linking The Business’s Facebook Page

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The last step is setting up or linking your business’s Facebook page. You’ll do that by naming
your page on Instagram but you’ll finish setting up the page on Facebook. (If you already have a
Facebook page for your business, you can link them with these instructions.)
This is a requirement because Facebook owns Instagram. If your business is on both platforms,
this can actually be beneficial since Facebook displays your Instagram feed on your Facebook
page. You can also have your Instagram posts automatically published to Facebook, which saves
a little time!

Once we’ve named our Facebook page, we’re done! our Instagram account is now a business
account. Use the analytics, ads, and sponsored posts to our Instagram Account.

4.4 Add Professional Instagram Terminology 

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Bio: This refers to the biography section in your profile. Businesses can also use their bio to
include a call to action.

Direct messages (DMs): Users can privately communicate with each other through direct
messages. If a customer has a complaint or question, it's best practice to chat with them via direct
message to keep the conversation private. Direct messages are often referred to as DMs.

Filters: You can apply preset filters to your photos to enhance features and colors.

Follow: When you follow a user on Instagram, you'll see their content in your timeline. You can
also view their Instagram Stories at the top of the application.

Followers: Your followers are people who will see your pictures in their timelines.

Hashtag (#): Similar to Twitter, a hashtag on Instagram is used to index words or phrases. When
you click on a hashtag, you'll see other posts with the same one.

Highlights: A highlight reel of your Instagram Stories appears on your profile above your photo
gallery and stays until you remove it.

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Home: Tap the home button to land on your home screen, which is also your timeline or feed.
Here you'll see photos from the people you follow.

IG: IG is an abbreviation for Instagram.

Instagram handle: Your handle is your username. To mention a user on Instagram, you need to
use their handle, which always starts with the @ symbol. 

Instagram Stories: Stories is one of the most popular features on the platform. These pictures
and videos disappear after 24 hours. Read more about Instagram Stories below.

4.5 Steps To Promote Your Post

Here is a step-by-step guide to promote our Instagram post –
 Visit our Instagram account and click on the post we intend to promote.
 Click on ‘Promote’ right under the post’s image and key in the details about it.

Now, who will be your audience, how much budget you have fixed, how long you intend to run
the promotion etc. are filled mandatorily.

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After selecting the audience , we have to fix the budget by clicking the right corner .

Again clicking the right corner we will find a page mentioned “You’re All Set”

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After this, the Instagram promotion is reviewed in about an hour or longer. Once it meets the Ad
policies of Instagram, it gets approval and can run on Instagram.
Step to improve our Instagram branding :
 Focus on Getting Real Followers
 Emphasis on Beautiful Content
 Post Content our Audience Actually Likes
 Create Your Own Style (Be Recognizable)
 Start a Hashtag Campaign
 Avoid Hard-Selling Language
 Cross Promote Your Instagram
 Make Sure Everything is Cohesive
 Test Everything
 Engage, Engage, Engage!

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4.6 Drawbacks of Instagram

Firstly, Instagram isn’t primarily a platform that focusses on commerce, with the majority of
people following friends or celebrities. In 2018, the idea of shopping on the app is not a priority
for users, and so it can be hard for businesses to generate sales leads and traffic to a website. A
business will need to a create a post that will really capture the interest of a user, but the app is
highly technological, and social marketers know that the modern-day consumer is extremely
fickle! This can create issues for business, as a user simply may not be interested in the product
or service a business is trying to market.
Furthermore, the success of posts can only be tested through the process of trial and error, and so
the money and time spent on a campaign on Instagram could be wasted if it does not perform as
expected. Instagram is completely based on the image, and so a business needs to be aware of
what is being posted. If the post does not perform well, people are likely to overlook the page.
Alongside this, it has previously been mentioned how well-suited Instagram is for businesses
whose target audience are the ‘millennials’. However, this benefit can also be seen as a drawback
in 2018, as a company’s target audience may potentially be inactive on the app, meaning an
Instagram campaign could be pointless for business. Additionally, the fact that millennials are so
active on Instagram means the app is now more competitive than ever. In March of 2017,
Instagram hit the milestone of more than one million monthly advertisers, an increase of 800,000
from 2016. For companies to stand out in an increasingly competitive market can be difficult,
and this is a clear drawback for businesses using Instagram in 2018.

By doing this assignment, it helps me to understand more about multimedia database in

applications especially in Instagram which is a popular application among the teenagers
nowadays. Instagram will continue becoming the number one photo sharing application if it
continues giving good services to the users. Furthermore, it will further prove that multimedia
elements in database are very useful to applications despite the disadvantages. Instagram will
continue improving their services to attract more users and maintain as number 1 photo sharing
application. So,
‘The more we use Instagram to promote our business, the more benefit we will get from it.’

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CHAPTER FIVE

TWITTER

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Businesses are able to market on Twitter to engage users and followers, increase brand
awareness, boost conversions, and more (we’ll discuss the “more” shortly). Twitter makes it easy
to distribute content. And, there are over 326 million average monthly Twitter users globally for
we to share that content with.
Creating a Twitter marketing strategy will require us to follow the same steps if we were creating
any other social media marketing strategy.

1. Research our buyer personas and audience

2. Create unique and engaging content
3. Organize a schedule for our posts
4. Analyze our impact and results

5.1 How to Use Twitter For Business

As the begin using Twitter for business, there are some steps to take to ensure to reach the
target audience. Depending on business goals, company size, and industry, to may or may not
choose to work through each of the following steps
 Customize and brand our profile
 Create Twitter Lists
 Host a Twitter Chat
 Advertise on Twitter
 Drive traffic to our website
 Use Twitter Moments
 Get verified on Twitter
 Focus on building our follower count

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Customize and brand profile

When someone looks at our company’s Twitter profile, we want them to automatically know it’s
ours. Meaning we should customize and brand our Twitter profile with our logo, colors, and any
other recognizable and memorable details we want to incorporate. There are a few locations in
which we can customize our profile.

Handle: Our Twitter handle is our username (for example, our handle is @hubspot) — this
should include our company’s name so our followers, customers, and fans can easily search and
find we on the platform. We create our Twitter handle when we sign up for an account.

Header: The header on our Twitter profile is our background image. We might choose to create
a unique image for our header, use our logo, or another branded image.

Profile picture: Our Twitter profile picture represents our company’s every move, interaction,
post, and tweet on the platform. It’s the image that sits above our bio and might include a picture
of our logo, company’s initials, or CEO.

Bio: A Twitter bio provides everyone who visits our profile with a brief synopsis of what they’re
about to see in 160 characters or less. It might include our mission statement, a blurb about what
our company does, or something humorous and engaging.

Website URL: Beneath our profile picture and bio, there’s a location where we can include our
URL to direct traffic straight to our website.

Birthday: In the same location as our URL, we can insert our company’s birthday — or the day
when the company was founded — so our audience gets to know our business on a more
personal level.

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Create Twitter Lists

A Twitter List — which any user has the ability to create and view — is an organized group of
Twitter accounts we’ve selected and put together in specific categories. For example, at
HubSpot, lists include Leadership Experts, Top Marketing Experts, Top Business Podcasters,
and more. When we open a Twitter List, we only see tweets posted by the accounts on the list.
Twitter Lists are great if we want to follow only specific accounts. We might segment our lists
into groups such as business inspiration, competitors, and target audience so we’re able to easily
review their posts, interactions, and content.

Host a Twitter Chat

We can schedule and host a Twitter chat to engage our followers, discuss a topic, create a sense
of community, and ask our audience for their opinions or input on something we’re working on.

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Advertise on Twitter

Advertising through Twitter is a great way to reach our audience. This will make our tweets
easily discoverable by thousands of people, helping we increase our influence and following. We
can do this through promoted tweets or Twitter Ads.
But twitter ads is not easily accessible in Bangladesh.to create a twitter ads we need around 9
lakh taka.so it is not suitable for small business like we have .
Drive traffic to our website
Twitter can help we direct traffic to our website — there are a number of ways to include our
website’s URL on our profile as well as add links to our web pages and blogs in our tweets. Here
are some ways we can use the platform to direct traffic to our website to help we increase our
conversions and sales.
 Add our website URL beneath our bio on our Twitter profile.
 Incorporate links to our website in our tweets.
 Retweet any content that includes direct links to our website and/ or blogs other people
have shared.  
 Embed tweets on our website with a Twitter Timeline.
 Set up Twitter Ads to drive users to a specific landing page on our site.

Get verified on Twitter

We might choose to apply to get our Twitter profile verified depending on the size of our
company and our industry. Twitter states they typically only accept requests for account
verification if we’re in “music, acting, fashion, government, politics, religion, journalism, media,
sports, business, and other key interest areas.” If Twitter accepts our application and verifies our
profile, a badge with a blue checkmark inside of it will appear next to our handle. This
symbolizes an authentic account.

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Focus on building our follower count

Needless to say, the more Twitter followers we have, the more people there are looking at and
interacting with our content. We’ll have a better chance to improve brand awareness and direct
more traffic to our website when we build our follower count on Twitter.
Learn how to get more Twitter followers, fast.
There are a number of ways we can increase our follower count on Twitter — here are some to
get we started:
 Ensure our content is shareable.
 Use unique hashtags.
 Create engaging content (giveaways, contests, questions, surveys).
 Enlist the help of Twitter (social media) influencers.
 Include links to our Twitter profile on our website.
 Interact with our current followers and retweet their content so they’re more likely to do
the same for we.

Search Keyword Targeting

Search keyword targeting allows we to make our tweets show up for users who are searching for
the topics that we determined relate to our business. For example, if we sell gluten free cookies,
we can target users searching for tweets about baking, cookies, gluten intolerance, or Celiac
Disease.

Timeline Keyword Targeting

Timeline keyword targeting allows we to act on users’ specific feelings, thoughts, actions, and
emotions they’ve tweeted about. For example, if we’re a running gear company, we might target

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keywords and phrases users tweet about such as, “running a race”, “race day tips”, or “training
for a marathon”.
Write a strong profile bio

Writing a strong and memorable bio for our Twitter profile is crucial. This is because our Twitter
bio is the first thing a profile visitor will read about our company — it’s our written introduction
and should briefly explain what visitors can expect from our page and content. We only have 160
characters to do this, so choose our words wisely to ensure our bio successfully represents our
brand and reflects who we are as a company.

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CHAPTER FIVE

LinkedIn

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6.1 Important Criteria For Linkedin Mareketing

Start with Our Own LinkedIn Profile

LinkedIn profile - and the profiles of everyone else at the company – are the peaks that come
together to form the mountain range that is our brand.   When people search our name, we want
them to find we and come across something – anything – that makes we stick out from similar
people working at similar companies (i.e. our competitors).

Profiles are where first impressions are formed, where people silently answer the question, “Can
I see myself working with this person?”

Create an Effective LinkedIn Company Page

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Think of your LinkedIn Company Page as your business’s LinkedIn profile. Your Company
Page should offer ample opportunities for prospective customers to learn more about your
company, the people who work there, and engage with relevant content. You will find more tips
below for managing an effective LinkedIn Company Page. If you haven’t already, get started
with marketing on LinkedIn by creating a Company Page for your business.

Company Pages are free for everyone

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Use Rich Media to Increase Company Page Engagement

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Our brains process images exponentially faster than text, so it makes sense that posts with
images garner over six times more engagement than text-only content.

Cater to your audience’s craving for visual content by adding images, YouTube videos, and
SlideShare presentations to your updates.

Create LinkedIn Ad Campaigns to Drive Your Marketing Goals

Along with Sponsored Content, there are two additional ways to advertise on LinkedIn: self-
service ads and managed campaigns. The chart below offers a quick breakdown of advertising
options on LinkedIn:

Regardless of which option you choose, knowing how to execute the following three elements of
your LinkedIn ad campaign can improve your results:

1. Targeting
2. Bidding
3. Measurement & Optimization
Similar to setting up your Company Page, it’s also important to define the goal of your ad
campaign, whether it’s raising awareness, building relationships, or driving leads.

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