3 1 6+-+transcription

Every interaction that you have with your customers digitally is valuable.
It is an opportunity to connect with them on

their path to purchase. Your customer relationship management application or software will have plenty of valuable
data that can help you understand the types of people who have a relationship with your brand.
For example, people who visit your stores only during Diwali or people who buy only when there is an ongoing sale.
But how do you use these insights to optimise your audience strategy?
Here's tip number one. Welcome customer match. You can upload your customer data on Google ads and the system
will match it against people who search on google.com and make it into audience lists.
This will help you push customised offers to shoppers who have specific buying pattern or re-engage with customers
who haven't visited your website in a while. Sounds exciting right?
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What's more exciting is you could find shoppers who are similar to your existing shoppers or existing website visitors?
So, here's tip number two. Welcome similar audiences. Similar audiences help you to leverage your remarketing list
to find new customers with similar characteristics to your existing customers. They can help you expand the reach of
your valuable audiences across all platforms.
You can find out people who have similar profiles based on their recent browsing interest and search terms of the
members of your remarketing list, as well as YouTube videos they watch recently. Once you have lists of similar
audiences, you can then layer this list over your campaigns and bid higher to reach valuable potential customers.
Increasing conversion rates is absolutely crucial, especially if you're driving campaign aimed at generating revenue. So
here's your tip number one. Always make sure your keyword list is exhaustive. That is that you have as many relevant
keywords for your campaign as possible.
You can use the keyword planner if you're running out of keyword ideas. The keyword planner can help you get
keyword ideas and estimate the traffic for those keywords.
It will show you the average search volume for the keywords and the expected bid value. You can use this information
to decide which keywords might increase the clicks on your ad and increase awareness of your products.
For example, if you enter the phrase hiking shoe in keyword planner, it might show you trekking shoes or durable
hiking shoes as additional keywords to consider. For each keyword idea, you'll get statistics showing how comparative
the keyword is and the average number of times people searched for that term worldwide.
While running your campaigns, you might notice that your ads are being shown on irrelevant searches in return,
attracting unnecessary clicks and you end up losing money.
For example, if you're bidding on hiking shoes, you might get clicks on hiking pants. What do you do in this case?

Here comes up tip number two. By adding negative keywords, you can prevent your ads from being shown for terms
that aren't relevant to your product.
This will help you reduce costs and make your ads appear only for search terms that you want.
But how do you decide which search term your ads shows up for? Here's tip number three. Either use the
information in search terms report to remove poorly performing keywords or add new keywords. While accessing
keyword performance you.
While assessing keyword performance, you will come across a bunch of keywords that are performing the best and
giving the maximum number of conversions much like Pareto's 80-20 principle.
How do you ensure the system prioritises these keywords?

Here's tip number four. You can use smart bidding to help prioritise your best performing keywords. Smart bidding
leverages machine learning to optimise for conversions or conversion values in each and every auction, a feature
known as auction time bidding. If you're using smart bidding in your search campaigns, then Google will
automatically prioritise those keywords of yours that are performing better than others. This will help you achieve
your campaign's objectives.
Here's tip number five. You should use popular keywords with less focus on comparative keywords. It is important to
optimise for high intent keywords rather than keywords with low intent. By identifying, classifying and segmenting
your high intent keyword groups into baskets of intent and eliminating low intent keywords, you will see your search
relevance increases and you will generate more qualified traffic.

Ad variations in Google ads, allow you to create and test multiple variations of your ad across different campaigns.
You can test these variations across your account or for a specific campaign.
For example, you can test how changing your call to action from request of free demo, to get started, impacts your
campaign performance or you can try changing your headline to get 15% off across ads in multiple campaigns and
see how your performance is impacted?
To succeed, it is important that you prioritise your testing efforts for campaigns that matter the most. You should
focus on campaigns or ad groups that would benefit the most from this testing. Testing ad copies can be
overwhelming. Here are some tips to ace your skill.

First, keep a calendar where you note down when and where this testing is conducted. Document the process from
start to end. Be organised. Something as simple as a calendar can help you keep a schedule. Document the start and
end times. Second, run the campaigns till you have sufficient data to draw a conclusion.
Third, restrict the number of elements that you would want to check at a given time. Check the CTA, the headlines or
the description, not all three at once.
Now how do you check whether your testing strategy has been successful or not?
Here are some handy metrics that you could look at, which includes your clicks, conversions, conversion rates and
cost per click.
If you see any improvement in any of these metrics, then you have a strong sense of testing strategy. Based on the
results, you can optimise your ad copy further to improve the performance of your campaign.

Mobile phones generate huge volumes of traffic. So, for your search engine marketing strategy to succeed, it is
crucial that you formulate a mobile friendly strategy. Here are a few tips to help you with this.
Use expanded ads. These ads provide more space for your text ad than others and are designed for optimal
performance on mobile devices.
All you need to do here is update your existing text ads to expanded text ads, but note that expanded text ads have
associated additional cost.

Use ad extensions for mobile devices that make sense for mobile advertising. For instance, add a call extension, a
location extension or a site link extension, which gives someone's more reason to click on your ads. These extensions
help you make your ads more prominent and appealing to the customers on mobile.
Device specific bid adjustments allow you to show your ads at a higher or lower frequency for searches on specific
devices. For example, computers, tablets or mobile devices. To opt out of showing on a specific device, you can
decrease your bid by 100% for that device.
If you have decreased the campaign's bid by 100% for a particular device, then the ad group level adjustment for the
same device won't be used. You can use this to increase bids for searches on mobile devices that will further increase
your CTR.

Make sure your landing page design is mobile responsive and the page itself loads quickly, even at moderate low
network speed.
Once a user clicks on the ad, they're more likely to leave your site or jump to the next page, if the landing page does
not load immediately. That's it, you are now ready to publish your ads on mobile too.
You have now learned how to test and optimise your ad copies, but what happens after someone clicks on your ads?
That's right. We're talking about someone reaching the landing page or some other page on your website. Your
landing pages play a big part in turning clicks into customers. Your customers expect to land on a page, that's relevant
to what they saw on your ad.

So, the big question is: how do you optimise your landing pages for conversion? Here's the first expert tip. Create a
landing page that closely matches your ad and keywords in your ad group. For example, if your keyword is hiking
shoes and your ad promises durable hiking shoes, then customers should be able to find and buy durable hiking
shoes on your landing page.
Here's tip number two, your landing page should have the same CTA as in your ad text.
For example, if your ad encourages customers to purchase a product or request a demo, then your landing page must
include CTAs like purchase now, buy now or request a free demo.

Here's tip number three. You might have noticed that websites at times receive huge volumes of traffic from mobile
devices. To ensure you're addressing the needs of your mobile consumers. You need to make sure your website is
mobile friendly, responsive and loads fast. Check if the loading speed of your mobile website is costing you customers
and get quick fixes to improve it.
Here's tip number four. Make it easy for customers to perform the action you want them to. For example, purchase
your product, call your business or request a demo. It is advisable to avoid cluttering your site with too many
pop-ups.
Suppose, you own a bakery named Blue Bagels in Mumbai, India. A customer finds your website by clicking on your
ads after performing each of four searches, ‘bakery Mumbai’, ‘cake shop Mumbai’, ‘best bakery in Mumbai’ and then
‘top 10 pastry shops Mumbai’.

The customer makes a reservation to your bakery after clicking on your ad, that appeared with top 10 pastry shops
Mumbai.
In the last click attribution model, the last keyword ‘Top 10 pastry shops Mumbai’ would get 100% credit for the
conversion. In the first click attribution model, the first keyword Bakery Mumbai would get 100% credit for the
conversion. In linear attribution model, the keywords would share equal credit, which is 25% each for the conversion.
In the time decay attribution model, the keyword top 10 pastry shops Mumbai would get the most credit because it
was searched closest to the conversion. The keyword bakery Mumbai would get the least credit, since it was
searched first.

In position-based attribution model, ‘bakery Mumbai’ and ‘top 10 pastry shops Mumbai’ would each get 40% credit
while ‘cake shop Mumbai’ and ‘best baker in Mumbai’ would each get 10% of the credit.
In data driven attribution model, each keyword would get a part of the credit depending upon its contribution to
driving the conversion.
If you're unsure about which model to choose, you can use the model comparison report, which will let you compare
multiple attribution models side by side. You can start with a certain specific comparison to find out keywords, ad
groups, campaigns or devices that are undervalued on the last click basis. Let's take a look at them.
Compare the last click model to the first click model, to identify undervalued keywords that are starting customers
down the conversion path. This is particularly valuable if you're looking to drive more new customers to your
website. Compare the last click model to the linear model to identify undervalued keywords that are assisting
customers all along the conversion path.
This is particularly valuable if you want to stay in touch with customers throughout the purchase process. Compare
the last click model to data driven model to see the value of keywords, as determined by Google's machine learning
model, which allocates credit by looking at how your customers convert.

Data driven attribution also gives you a sense of the value-add interactions along the entire conversion path. When
you're trying out the non-last click attribution model, we recommend that you test the model first and see how it
affects your return on investment.
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Every interaction that you have with your customers digitally is valuable.

It is an opportunity to connect with them on

Powered by upGrad Education Private Limited

Powered by upGrad Education Private Limited

How do you ensure the system prioritises these keywords?

Powered by upGrad Education Private Limited

Powered by upGrad Education Private Limited

Powered by upGrad Education Private Limited

Powered by upGrad Education Private Limited

Powered by upGrad Education Private Limited

Powered by upGrad Education Private Limited

Powered by upGrad Education Private Limited

Powered by upGrad Education Private Limited

Powered by upGrad Education Private Limited

Powered by upGrad Education Private Limited

Powered by upGrad Education Private Limited

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