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Online Video: Plan, Create & Promote

How the television medium has advantage over print and traditional media; similarly, the online video also offers a rich, engaging experience. More than the text or even static images! Because people retain 40% more information from watching a online video that from reading a text. Today people are watching and engaging with online video more than ever before due to increased bandwidth, access to mobile devices and other advances in technology. From the entertaining, think cat videos, to the informational, more how to, movie trailers, music videos and other commercials that used to be silly on television, people are getting online video content online. Online Video This indicates that people are turning to YouTube with precise, intent-driven behavior. They’re not only browsing randomly or waiting for a link to land to land in their inbox. According to its statistics page, YouTube has more than one billion users; 300 hours of video are uploaded to YouTube every minute. YouTube is localized in 75 countries and available in 61 languages. Half of YouTube views are on mobile devices users go online to find answers to specific content. This can be in form of text, images, and of course videos. However video is harder to crawl than text. So it’s important to think about how to get your videos discovered, shared, and engage with. Musicians and bands use social video sites to share their music videos, presumably to, in turn; get downloads of the songs on paid sites. Brands use videos to entice users to engage with them. There are channels and shows solely on YouTube and similar sites that at one time only existed on television. In short, online video needs to be a consideration for almost any brand, product or service.

ONLINE VIDEO CONTENT VS. VIDEO ADS

First, let’s look at the difference between video content and video ads. Video content, you know the first videos that are made to in the broadest terms in form or entertain the viewer. When we discussed syndicated articles and blog posts and mentioned that these didn’t necessarily mention the brand specifically, but were meant to be shared and provide value to the user. The same is true here. Video content could include how-to guides, or tutorials, video presentations, educational lectures, much like this one, entertainment, conference talks, industry updates and product reviews and updates, among other things. Online Video Video ads, on the other hand, are just that. The advertisers are filmed and formatted for online video use. We encourage advertisers these days to have a online video strategy rather than a television strategy so that those assets can be used across multiple marketing channels. Let’s take a look at going viral. This is important in the area of online video. We can look at ways to help your video content gain momentum by being viral shared online. It’s called viral for a reason. It’s most really controlled and we haven’t figured out the secret recipe, but here some ways to help you build your video chances of going viral.

ONLINE VIDEO CONTENT STRATEGY

Online video has the potential to transmit large amount of information, simply from the imagery portrayed in the shot. After you create your own video, you can use it to communicate in ways that other marketing tools don’t. Which allows you to put your videos target right people. Online Video

ADDRESS A CURRENT TOPIC

If you take a current topic and add value to the conversation, you’re topping into a conversation that’s already top of mind. It’s important to meaningfully contribute, through, as forced contribution, that doesn’t fit, likely backfire.

MAKE IT ENTICING

Your title, thumbnail and description should draw the user’s attention.

MAKE IT REMARKABLE

Astonish, entertain, scare, shock, or inform the user. Your content has to have some value for the viewer, and this will encourage the user to share it. The more remarkable it is, the more likely it will be shared.

MAKE IT UNIQUE

Make it unique. The internet is fast paced and infinite. To break through you need to have fresh, new, crazy ideas. Don’t stick to a formula. Be inventive.

MAKE IT SHARABLE

Sharing is the crux of going viral. So your online video needs to be highly sharable. Include tools and incentive to entice the viewers to share your content. Encourage comments, use buttons to share social media, etc.

MAKE IT SHORT

We have a very short attention span, online especially. Make sure you get your message across quickly, and with impact.

VIDEO PRODUCTION

Now let’s take a step-by-step look at how to make your first online video.

IDENTIFY YOUR AUDIENCE

First, as with so many marketing assets, it’s important to identify your audience. What do they want and need? What video content are they already watching? How can you get their attention, provide something useful and valuable, and promote your brand all at the same time? Of course, of course, you need market research to help you determine the answer to help you determine the answer to these questions.

PLANNING AND CONCEPT DEVELOPMENT

Once you know who you’re producing the video for, it’s time to concept. What will resonate with your target audience? Is it a one off or part of a series? What is the marketing message you want to convey? Style and tone are of course important here. Once you have your concept then it’s time to come up with a plan to implement it. You need a script or at least an outline. You also need a schedule for the shoot and you need to consider where you’re shooting, what crew is required, whether you need actors, and how many, and what kind. And you need to consider other props and materials needed. It’s like shooting a mini movie usually on a fairly tight budget.

PRODUCING THE VIDEO

Once you have your plan, it’s time to start producing your video. As with any video, you need to get all of the footage you want, then edit it, add any special effects, and make the final product.

CHOOSING AND UPLOADING TO THE PLATFORM

The next step is more specific to digital. You need to choose the uploading platform and upload your video. There are multiple options you can also use more than one. Online videos can and probably should be hosted on your own site or they could be pasted to other sites or distribution channels. If you post your video to video sharing sites like YouTube or Vimeo, it’s easy to embed it in your own site. As with using external sites for your content, think blog posts on social media, there are advantages to posting to external sites. The main one is to get a large audience and drive sharing and traffic back to your site. And you should probably create a channel for your brand to host your videos in one place. This allows users to find all of your content easily on a channel that they are already going to for a video content. You can also add a logo and look and feel for your brand here so it likes really like a branded asset.

OPTIMIZING

You need to make your video easy to discover on the web. Unlike text search, which we covered in the search engine optimization and search engine marketing posts, videos can’t be watched and digested by search engines so they rely on text around the video and metadata. You will need to make sure you have a descriptive video title, a long accurate description. Long for the internet, not long, link. Tags with keywords, categories and comments.

PROMOTING YOUR ONLINE VIDEO

Know that you should use paid, owned and earned media to promote your online video content.Online Video

ENGAGING THE COMMUNITY

We also want to engage the community. So, again, allow for comments and questions, and then you have to make sure that you respond in timely manner to them. Take the feedback them into account when you’re planning for new content and online videos. Make you content match to your community.

REPORTING

Finally, we have reporting. As was so many online assets, you can track your online video performance. You’ll then want to analyze and adapt accordingly. It’s a Google company, so it’s no surprise that YouTube provides a robust analytical platform, wherein you can track your videos performance. You can look at your views Geo-graphically, as well as the popularity of your video in a particular region. You can look at how long it takes for your videos to gain popularity as well, and can use this to create new video strategies and tactics.

PROMOTING YOUR ONLINE VIDEO

What are some specific ways that you can promote your online video to drive traffic and hopefully have to go viral? We’ll, let’s take a look. There are several ways that a user will find online video content. First, they may know what they’re looking for and they may go directly to a search engine to search for that specific content. This relies on SEO, or search advertising if you decide to promote the content on Google and other partner sites. So, apply SEO principles and tactics right here. Often, however, users follow recommendations from there’s, through links emailed or texted to them, social sharing services, or social media, such as blogs, Twitter, Facebook, and YouTube, this relies on social sharing. People trust recommendations from friends so are more likely to consume content recommended through this social sharing. And then sometimes the user knows exactly what they are looking for and navigates to the appropriate URL directly. This relies on good branding and market awareness. However, this is usually at the brand or URL level. So you may want to have a link to your video content on your homepage or a quick way to be able to find it once the user gets there. Finally, the user could find the online video directly through paid advertising. So, let’s take a look at that.

PAID, OWNED, EARNED

There’s paid, earned and owned media advertising for you. They can all be used to promote your video assets. Paid advertising is just that. Impressions and traffic that you pay a third party for. As stated in the text, in the same way you can do with Google search advertising, you can pay to have your video recommend on YouTube. You’re able to bid on searches, of popular videos, show per-rolls on other videos and have your video content displayed alongside the search results of other videos paid promotions on YouTube are a cost effective and quick way to promote video content, especially if the content is topical. It’s targeted and controlled. For in-stream, you pay only when a user watches 30 seconds or more of your videos, or if your video is shorter than 30 seconds, you’ll pay only if they finish watching the entire clip. Online Video For in-search and in-display, you pay per click on your video. This is a great opportunity for brand awareness, coupled with a potentially lower cost. However, some users find this form of advertising highly intrusive particularly in markets where bandwidth a slow and expensive and if may take several seconds for the ad to load before it can be skipped. Some ad blockers block YouTube advertising. There’s a balance to be stricken between achieving your goals and not upsetting the users. YouTube offers several other paid advertising options which are outlined in the text and on their website. You should also be sure to check out the YouTube trends dashboard on their site to stay on top of the most popular videos at any given time. So that’s paid. Let’s drive into owned video promotion. If you are hosting your video content yourself, you can and should still optimize the content around if for the best search opportunities. Remember, this is how search engines will find your content. Make sure that your page title is descriptive, as well as the video title, and the video file name. The text on the page should reflect the content of the video. You can also use speech-to-text software, such as Blinkx or SpinVox, to transcribe the video. The text can then be used in the video metadata. That’s owned, as that’s when you host it yourself and use your own media properties to get it discovered by search engines. So let’s take a look now at earned media. This is arguably the most important media element in videos going viral. You should use social media sharing to make it easy for visitors to post the video on their social networks, aggregators, and blogs. If you have a Facebook page, post it there. If you have a Twitter account, tweet about it. And don’t forget to drive website visitors to your video content. Put a link or a strong call-to-action on your homepage of main landing pages to encourage visitors to view and engage with your videos.

ADVANTAGES, CHALLENGES, AND SUMMARY

Of course, there are both advantages and challenges with using any digital platform. So let’s take a look at the advantages and challenges of online video. The advantages are video engages viewers. Like television in traditional media you get sight, sound, and motion which is probably the most engaging form of media that we can have. Online video grows a social community. You can allow for people to comment and build community right around your video content. You can allow them to share it on their own social sites and therefore create that sense of community around your content. The last advantage that we’d like to talk about is that paid promotion can lead to this organic growth. So you can go on YouTube, you can go on Google and point people to your content, that then can take on a life of its own and become more viral. Online Video Some challenges however, are that it must be view-able, entertain, impact, it has to provide some value to the viewer. Otherwise, it’s not going to be spread and it’s not going to have the impact that you want. And learning the ropes here can be a challenge. There will probably be some trial and error here. You have to come up with new and engaging content regularly and this can be more challenging than it first seems. So you will want to come up with a online video strategy and maybe even a schedule on a quarterly or biannually, or annual basis of what your content’s going to be. We talked about this in the content strategy post. And we have to be patient with video, sometimes it can take a while to show results. It’s not a search ad that does get clicked right back to your web site. There has to be some time for it to gain momentum, and to see the results from your online video content.

App Store Optimization (ASO) Tips 2015

Basically ASOApp Store Optimization allows us to do our apps being more visible on app store market like Google play, Microsoft store, Amazon app store etc. The process of placing your mobile apps in app market, results in more downloads more revenue, and more popularity. The concept is almost similar to SEO. How we optimize to our website or blog.

app store optimizationFor ASO there is something that you can do is Title, Description, Keywords, Screenshots, Back-links, Downloads, and Engagement. App Store Optimization is the process of optimizing your mobile and web apps for the specific web stores that they are distributed in online advertising. Learn the complete App Store Optimization course with certification.

MOBILE APP STORE OPTIMIZATION

CATCHY NAME

Give your app a catchy name and also includes your most important keyword or key phrase.

DISTINCTIVE ICON

Include a distinctive, clear and recognizable icon.

FEATURES AND BENEFITS

Spell out the features and benefits clearly, and include key phrases where possible in the mobile app store listing.

LINKS TO MAJOR SOCIAL MEDIA PLATFORMS

Add links to your major social media platforms and your website.

META DATA

Include as much as metadata as you can, include tags, categories and descriptions. This varies by the apps store what you can include.

MOBILE SEARCH OPTIMIZATION

Like many other face of digital marketing, mobile provides some similarities with some special considerations as well in online advertising.

USABLE, CRAWLABLE SITE IS STILL IMPORTANT

Your site should be mobile friendly, but still crawl able.

CONTENT IS KING AND SHOULD BE FORMATTED FOR MOBILE

Text and images should be optimized for the mobile experience. That means no large file sizes.

LINKS ARE IMPORTANT

Add link to your mobile site from your desktop site and vice versa.

SUBMIT A MOBILE SITEMAP

Mobile specific sitemaps use the same protocols as standard sitemaps with the addition of a mobile tag. So make sure you’re doing that.

USE “MOBILE” ON MOBILE SITE AS A SIGNAL TO SEARCH ENGINES

Use the word mobile on the mobile website or use mobile top-level domains on that site. Make it explicit to search engines that this your mobile site.

Display Advertising (Google AdWords) Types

Let’s look at different types of display advertising. Google has all sorts of examples with this link on different sizes and shapes that are available. Banners are really what you think of when you think of online display advertising. The horizontal created across the top of the page or sometimes there’s a skyscraper, a vertical banner on the sides of a page. You get squares and rectangles of varying sizes.You can even have up to a half page ad.

It almost kind of hearkens back to the days of newspaper advertising. Where we’re laying out different sizes and shapes on the page. When you’re looking at banners, think about where the users eyes on a page and how your creative might work in different shapes and sizes. And, in display advertising ad network you can create various sizes and they are served up via the bidding process that we’ll talk about.

INTERSTITIAL

Interstitial are ads that will come up when you visit a page before you get to the actual content that you’re looking at.

POP-UPS AND POP-UNDERS

Pop-ups have sort of gone out of popularity in a lot of the regions around the world, but are still available and sometime used. And pop-under/propeller ads is a propeller media is a third-party that you can go through to get your pop-unders out there goes under the site. So when somebody closes out their web browser then your ad is still there.

FLOATING ADS

Floating ads can be fun in display advertising.

WALLPAPER ADS

Wallpaper ads can be impact because they sort of take over ownership of the page in some ways. So, you’ve got behind the content and around it really so really like if you think about the wallpaper on your screen.

MAP ADS

Map ads for instance, here Google Maps and searching for something, then your ad pops up in the actual map itself and they can go right to your site. Obviously, it can very impact and particularly really helpful on mobile as well.

PAYMENT MODELS

So let’s take a look at how we can actually book and pay for online ads in display advertising. There are lots of different payment models for example. In traditional media you’ve got very sort of tried and true methods of negotiation and paying. In online, depending on what your goals are KPI’s and then what the publisher wants to do, there are lots of different models.

PAYMENT MODELS FOR ONLINE DISPLAY ADVERTISING

  • CPM
  • CPC
  • CPA
  • Flat rate / Sponsorship’s
  • CPE

CPM is a cost per thousand impressions, M is the Roman numeral for thousand. So that is where you’re just paying based on if it’s served up to someone, if there’s an impression. You may pay on a cost per click basis, so if someone actually clicks on the ad. So, if someone actually goes in, clicks on the ad and then does something on your site, tied to your goal. That one you are paying for, fewer users so you’re rate is probably going to be higher per cost for acquisition.

Display AdvertisingThen it would be for an impression, as the cost per engagement. In display advertising, engagement becomes fun if someone is interacting with your ad, if there’s something in ad itself, to be able to do then you would pay for that engagement, not just the click and not just the impression. So these, again, will be determined by the publisher or the ad network and will be negotiated as you are putting together your online ad buys in display advertising.

MAKING THE BUY WITH DISPLAY ADVERTISING

PREMIUM BOOKED MEDIA

So, you know how you actually book the buy. Again in offline media there are sometimes different ways to do this, and then online there are lots of different ways because it’s so flexible and also vast. So you may premium booked media, and here you’re looking at them, you know going right to the publisher and booking that directly. So if you’re going to do a sponsorship on say ESPN.com, you’re going to book that right with ESPN. So the bigger sites, the more robust publishers you’ll probably book right with them.

AD NETWORKS

Then there are ad networks. These are networks of websites that you can book across various different properties. And you’ll do those on a CPM or CPC basis probably, and then they’ll serve up your ad, so as we were talking about creative executions and wanting to have a whole suite of them as you go across a network you have different executions across different sites.

AD EXCHANGES

Ad exchanges are sort of the real time bidding and programmatic buying space where you’re bidding an various different users. And so you’ll set your bid and the conditions around that bid, and then they’ll serve up your ad across, sort of across the internet. And you can say where you don’t want to be and then the kinds of things that you do want to be in, but really, you’re looking at what kind of user you want to be in front of, which is great. It’s one to one marketing tool then.

SOCIAL MEDIA PLACEMENTS

There are social media placements. We talk a lot about social media in doing our own page, and being in the feed and things like that, but you can actually be, you can have an ad on Facebook , Twitter, Pintrest or Instagram, etc., so actually placing ad space there.

MOBILE

Mobile is very important, so you can book just on mobile, rather than on desktop, and as we talked about, things like the map, maybe that’s what you do. You know, only do that in mobile versus desktop, so think about where your user is most likely want to interact with your ad.

AD SERVERS

And then ad servers so this is booking with the server and then getting it out in front of people. So, it gets a little complicated, but the text has got a lot more information on step-by-step how to do that.

TARGETING ONLINE DISPLAY ADS

One of the beauties of the digital space and online ads is you can get really specific with targeting. When we buy television we’re buying, adults 25 to 54 or women 18 to 49, that’s a very broad segment of people, and are not very targeted to what we want to do generally speaking. So in online, we get to target in lots of different ways of targeting.

  • Geo targeting
  • Network or browser type
  • Connection type
  • Day and time (day part, like broadcast)
  • Social
  • Behavioral
  • Contextual

HOW TO RUN AN ONLINE AD CAMPAIGN

So, let’s examine the step by step process of creating and executing an online display advertising plan.

DETERMINE YOUR GOALS

First, you have to determine the goal of your campaign. Are you doing a branding or a campaign? Or are you looking for direct response? Make sure that your goals are specific.

IDENTIFY YOUR KPI’S

Based on your goals, your KPI’s or key performance indicators. These help indicate if your campaign is successful or not and will help you optimize later.

INVESTIGATE YOUR AUDIENCE

We have to know who are looking for in order to reach with this campaign. So we need to investigate the target audience. You will need to know not only about their demographics, values, attitudes and beliefs but also their web habits. You’ll want to know where they’re going, as this will help you determine where you reach them. This in turn, helps you determine your pricing model and how to make that buy that we discussed.

RESEARCH POTENTIAL WEBSITES

You need to research potential websites on which to reach your target audience. This is the same as investigating television networks, print vehicles, out of home locations, or other media vehicle research when doing a traditional marketing plan. You’ll need to find out which pricing models the various sites are using and whether you want to do direct deals with publishers or through ad networks, real time bidding, and programmatic buying. Likely, you’ll do some combination of these in online display advertising.

SET YOUR BUDGET

Then, set a budget. Of course you don’t have unlimited funds, so what is the budget for this effort? Have you set enough to ensure that you can reach your KPI’s through your pricing models that you’re working with?

CREATE YOUR ADS

Now it’s time to create the ads. You need to make sure that your ads are engaging but not annoying, so that they’ll break through the cutter and get the user’s attention.

CHOOSE A LANDING PAGE

Then, choose a creative landing page to direct the traffic garnered by your ads. Think what will help you achieve the overall goal of the campaign.

RUN YOUR ADS

Now it’s time to get those ads out there. Run the advertisements according to your plan. Keep a close eye on your spending, to ensure that you stay in budget.

TRACK, MEASURE AND OPTIMIZE

Finally of course, as with so many digital properties, you want to track measure and optimize. You’ll have a lot of date coming from your online plan. Analyze it to see what’s working and what isn’t and optimize accordingly. So let’s take a look at the advantages and challenges for display advertising.

ADVANTAGES OF DISPLAY ADVERTISING

  • Similar to traditional ads in some ways (easy to understand)
  • Emotive qualities of images, videos and animations
  • Interactivity
  • Animations, games videos and flash

CHALLENGES OF DISPLAY ADVERTISING

  • Intrusive (popup blockers)
  • Adblock
  • Bandwidth
  • Advertising fatigue
  • Consumers ignoring ads

So they’re easy to understand from both a markets perspective and users. You get the emotional qualities of images, videos and animation. You have interactivity with online ads, where you don’t with some traditional advertising channels. And again, you’ve got animations may be games, video and flash to really make the ad stand out.

Some display advertising challenges are that they’re intrusive. So we think about pop-ups and pop-unders, people don’t use them because they have popup blockers that block them. So we can’t sometimes serve them. Adblock is also doing the same now with ads in sites, where people just aren’t getting them. There are bandwidth issues.

So if things are taking a long time to load and things like spam. That can be annoying to the user. And with anything in terms of marketing, there’s display advertising fatigue. So people get tired of seeing ads, and or they choose to ignore them. So you have to keep these in mind when you’re thinking about if and how you use in online advertising.

SEM – Search Engine Marketing Tutorial

According to SEM, search engines display results to search queries based on own algorithms. Each major search engine uses its own formula to determine what results to display for any term. According to Pew Internet, most of the people who use search engines say that they find the information they are looking for most or all of the time. With search engines getting so much traffic and delivering so much value, decided to find a way of generating revenue through SEM.

SEM

With so many search engines out there, which platform should you choose? There are some small differences from platform to platform in terms of editorial policy, and each system has a different user interface. There is some theory that different platforms are better for different industries. For example, Yahoo fairs better than Google on travel industry. However, this is a subjective and most large advertisers will run PPC (Pay Per Click) campaigns on a number of platforms. As with most things in digital marketing, its all about testing.

Google AdWords is the best-known and is considered the industry standard in SEM. It allows users to transact in the currency of their choice, is tied to a comprehensive analytical tool, and offers training programs and certifications. Google AdWords also currently has the best contextual and geographical targeting worldwide. So Geo-targeting is also offered by Bing ads, Microsoft ad center, Facebook ads, LinkedIn ads, and YouTube video ads, which, since Google owns YouTube is closely linked to AdWords.

SEM / SEO LINK BUILDING

SEM

Link building is the most important in SEM. Because search engines value quality links over quantity links from relevant and authority sites. Which means more leads, sales, and revenue for your business.

  • Blog reviews
  • Directory sites
  • Guest posting
  • Media sharing sites
  • Profile linking
  • Give feedback

SOCIAL MEDIA AND SEARCH

Of course, social media plays an important role in online search. Here are some important things to consider.

Social Media Search

USE SOCIAL MEDIA TO DOMINATE SERP’s

You want to use your social media to dominate search engine results? When someone searches for your brand, you can use your social media sites to get more links on that results page with SEM.

SOCIAL LINKS = SIGNALS OF RELEVANCY

Social links also provide more relevance for search engines when crawling. Create good content on your site, and then make sure it’s shareable socially.

PERSONALIZED RESULTS ARE INFLUENCED BY SOCIAL NETWORKS

If you’re logged on into a social network while searching, those results may be affected by your social circles, and the same is true for the entire social network.

OPTIMIZE FOR SOCIAL SEARCH ENGINES

And lastly, optimize for social search engines. Google is the biggest search engine, but YouTube is the second largest. Make sure you’re optimizing for social search as well.

STRUCTURING YOUR PPC ACCOUNT

Let’s see, how we can structure an online advertising campaign. This is, again, reference to Google AdWords. You’ve got your account. This is your overall, all the activity that you’re running with Google AdWords. Then, each campaign has a specific set of goals and KPIs or key performance indicators.

google-adwords-campaign-structure

And then you go down into the specific ad-groups, so each creative profile or assets for each campaign, and you can analyze and set goals based on all of these levels. There is complete information guide is available on the Google’s website about how to setup your Google AdWords account and how it works.

ELEMENTS OF A SEARCH AD

So, you’ve figured out that you want to do a online advertising search campaign, and now we’ve got to create search ads. So what are the elements of a search ad?

HEADING

You’ve got the heading. And the way that I’ve set this up on the slide is sort of the way that the ad looks, right? So you’ve got your heading in bold.

TWO LINES OF COPY

You get two lines of copy, so it’s very short. We talked about short-form web copy in a previous lecture. This is where that plays out. So sometimes that can be shown on one line, but you get sort of two lines of copy here.

URL

Then you’ve got the URL, which is the direct link, and any ad extensions that you’ve got. So it’s very brief, and you’ve got to think about getting your message across in a clear and concise way.

AD TEXT

Now let’s take a look at creating online advertising campaign with reference to Google AdWords in a little more detail as part of paid online advertising in SEM.

google-adwords-campaign-creation

HEADING – MAX 25 CHARACTERS

Your heading, you’ve got a maximum of 25 characters limit. Again, very little real estate, so we want to be clear and concise and get to the point.

LINE 1 AND 2 – MAX 35 CHARACTERS

Line 1 and line 2 are a maximum of 35 characters each, and again this may be on one line of 70 characters, depending.

DISPLAY URL – MAX 35 CHARACTERS

You’ve got your display URL which is, again, a maximum of 35 characters. So you’ve got to make sure that your URL is also succinct.

NO REPEATED!!!!!

No repeated exclamation points or other punctuation. You want to make sure that you’re not being obnoxious in your writing.

NO WORDS IN ALL CAPS

No words in all caps. And no nonsense words, right? You want to make sure everything is actually a word. So that’s how, in particular, you will structure your online advertising search ad.

TARGETING

Next we want to look at how we can target ads. How do we get it in front of the right users? Here the beauty of SEM particularly mobile, we get more ways to target right down to this specific user.

google-adwords

KEYWORDS AND MATCH TYPES

Some of the ways you can target includes keywords and match types, so you’ll think about what keywords people are searching for, and the ad will be served up to them in that regard to SEM. So if you’re searching for a keyword, again, if we go back to the hotel example and you bid on that, then when people search for hotel, your ad is in the queue.

LANGUAGE AND LOCATION TARGETING

There’s language and location targeting, so you could target by those searching for and using the web in Spanish language, or in Chile, or in a certain city down to the zip code. And really, Geo-targeting has made this very, very specific. So you can get specific on where the user is when you want your ads served up to them through online advertising strategic language and location targeting.

BEHAVIORAL AND DEMOGRAPHIC TARGETING

And then there’s behavioral and demographic targeting. So what are people doing, or what do they look like. We talked about demographics earlier? So it can be age, gender, location plays a little bit into this. It could be based on professional title? So demographics are facts, and then behaviors are what they are looking for, what are their buying behaviors. So you can target on some of these or a combination of them. So we can get really specific on where our ads are served in SEM.

BIDDING AND RANKING

SEM is generally run through an auction model where each advertiser sets their max bid price and their bid to be placed in certain criteria. Real-time bidding and computerized buying are affecting this immensely these days, and those practices are just growing and even spreading to offline media.

google-adwords-bidding

CONVERSION AND CLICK THROUGH

The conversion and click-through help ensuring that it’s not just the highest paying or most spending brands that get the results in the SEM results that people are getting. So it helps to actually convert the users, and so you want your ads to be really effective to get that click-through.

BIDDING PROCESS

Advertisers in SEM need to decide their maximum bid and what keywords that maximum bid is based on. Maximum bids can change per keyword. These are run on a generalized second-price auction. Meaning the winning bidder pays the bid right below his/hers. So if you bid $2 and you win, and the next lowest bid is $1.91, you pay that $1.91. These search engines will take a number of those factors, not just the bid, into account.

QUALITY SCORE

This is applied at all of those levels plus then your keyword. It’s important that your entire account has a good quality score, as it affects the ranking and then your cost per click. It’s based on the relevance of the keyword, ad copy, landing page to the keyword, as well as the click-through rate of the ad. So, again, you make sure your online advertising ads are getting that click-through and are relevant to what keywords you’re buying.

TRACKING

You should also use conversion tracking with a tracking pixel that is placed on the conversion conformation page of the website. Google AdWords offers conversion tracking tags which allow you to report impressions all the way through to conversion.

PLANNING AND SETTING YOUR CAMPAIGN

Planning and setting up your search SEM campaign. So, how do you plan and set up your search campaign? First, do your homework well. I always say research, research, research? So you’ve got to figure out what your campaign is all about and figure out your user and all of those things. As with any of this process what we’ve covered, the first step is research.

planning-setting-ur-adwords-campaign

Then, define your SEM goals. What are your key performance indicators? So that you’re delivering against those. Of course you need a budget, and you want those cost per action targets. So if it’s a cost per click, cost per acquisition, cost per impression, what are your targets for those bids? Then you place those bids.

Next, write your ads, we talked about how to do that with your heading, and your text, and your URLs. You wanna do keyword research. Make sure that you’re getting the right keywords and delivering against those. Remember, Google’s quality score refers back to the relevance, and make sure you’re getting the right keywords for your SEM campaign, your goals, and your KPI’s.

Then you launch, and track, and make sure that you’re optimizing. Again, the beauty of digital is you can swap things out very very quickly in real time. And many of the search engines have people that can help you troubleshoot if you’re not getting the delivery you want. You can work with their team to help you optimize. And then again, measure, analyze, test, optimize, do all of that.

SEO – Search Engine Optimization Tutorial

Search engines help users find what they’re looking for, to make sure they list the best results. They look for signals of popularity, authority, relevance, trust, and importance. SEO or Search Engine Optimization is also called organic or natural results, involves optimizing websites to achieve high rankings on search engines for certain selected keywords and key phrases.

Search Engine Optimization (SEO)

Generally, techniques used for optimizing on any one search engine will also help efforts across others. How do search engines work? According to online advertising, Google, the largest search engine in the world, as Page Rank relies on the unique democratic nature of the web by using its vast link structure as an indicator of an individual page’s value.

In essence, Google interprets a link from page A to page B as a vote by page A, for page B. But Google looks at more than the sheer volume of votes or links a page receives. It also analyzes the page cast the vote. Vote cast by pages that are themselves important weight more heavily, and can help other pages important. There are two main strategies in SEO.

ON-PAGE OPTIMIZATION

On-page optimization is achieved by making changes to the HTML code, content and structure of a website, making it more accessible for search engines, and therefore, easier for users to find.

OFF-PAGE OPTIMIZATION

Off-page optimization is focused to build links back to the website, and covers activities like social media and digital PR. So, SEO is an extremely effective way of generating new business or new users to your website.

It is a continues process, and a way of thinking how search engines see your website(s). And how users use search engines to find your website or content. So, SEO is a fairly technical, but we can think about it for marketing in these ways in online advertising.

Now there is a great demand for SEO professionals and experts in the job market. An excellent real time working knowledge in online marketing with a university program in search engine optimization can have a huge difference.

MAIN AREAS IN SEO

We need to have search engine friendly website structure to compete in online advertising. We have to have well researched list of key phrases. The content is to be optimized regularly to target those key phrases. Again, remember, content is king!

SEO

Now we need to think about link popularity. This relates back to the content and making sure that key things are linked. Finally, though definitely last but not least, we have user insights. Users are at the center of our user experience, and therefore at the center of our traffic.

  • Search engine friendly website structure
  • Well researched list of key phrases
  • Content optimized to target those key phrases
  • Link popularity
  • User insights

Those who want to achieve the best results must follow the best standard practices of online advertising. It is also important to make sure there are direct HTML links to each page you want the search engines to index. The most important pages should to accessible directly from the homepage of your website.

How content is planed and laid out has important usability and SEO implications. Users want to find what they are looking for quickly and easily, while the website owners want the search engine spiders to be able to crawl and index all applicable pages.

If your information architecture follows the best practices, both sides win. Another technical challenge to the search engines is Flash. Most part of search engines struggle with flash sites. The best way to avoid this is to use HTML5 instead. It provides a similar interactivity and visuals, but can be found by search engines.

SEO KEY PHRASES

When we look at the key phrases, we need to consider a few different things. Which are as follows below.

SEO Keyword Phrases

SEARCH VOLUME

There is search volume, how many searcher’s are using that phrase to find what they want? For example, there are 338 million users per month looking for hotel, but only 6,600 searches per month per Cape Town Waterfront hotel.

COMPETITION

It helps to investigate how many other websites are looking at your key word or key phrase. How many results come up when you search for hotel? How about when you search for Cape Town Waterfront hotel? So again, you get few results for the more specific the phrase is.

PROPENSITY TO CONVERT

We also need to look at weakness to convert. So, what is the likelihood that a searcher using a key phrase is going to convert on your site? A conversion is defined as a desired action taken by a visitor to your site. It doesn’t necessarily have to be a purchase, may be it’s just inputting an email address for email updates, or something like that.

VALUE PER LEAD

And then we have the value per lead. What is the average value per prospect attracted by the keyword? Difference in terms like budget or luxury in a search can illustrate the changing value per lead. So, if we think about our hotel examples, searching for budget hotel versus luxury hotel, obviously you might the more value from the person using luxury.

KEY PHRASE RESEARCH

Let’s take a look at how we can research for the key phrases. First, brainstorm. What are ways that you would describe your business or website? We also here have to think about popular misspellings and synonyms. Then we gather data. Survey your customers or look at your website referral logs. See what keywords and key phrases are popping up there. And finally, use a keyword research tool. See the tools of the trade section of the text for examples of these tools. Some of them are free to use and are available for your use.

SEO-Key-Phrase-Research

OPTIMIZING KEY PHRASES

Let’s look at optimizing our content for Key Phrases in SEO.

TITLE TAG

Here, you can use the key phrase in the title of the site as close to the beginning of the text as possible.

H1 HEADER TAG

In your h1 header tag, use the key phrase here and in as many h tags you can.

BODY CONTENT

Use the key phrase at least three times. If there’s a lot of copy, and it makes sense to do so, you can use it more often.

BOLD

At least once use bold for the keyword.

URL

Take a look at to your URL. Try to use the key phrase in your page URL.

META DESCRIPTION

There’s the Meta description. Use the key phrase here at least once, which should entice users to click through.

LINK ANCHOR TEXT

You’ve got your link anchor text. Use the keyword and the anchor text of pages linking to your site.

DOMAIN NAME

And finally, your domain name. If possible, use the key phrase or right there in the domain name.

LINK POPULARITY

Links are important in SEO, as they allow the spiders to find your site more easily. So, how to get more links pointed at your site? Check out the following points with reference to online advertising.

Link Building Popularity

VALUABLE CONTENT

Create excellent, valuable content that others want to read. You’re probably tired of hearing, but content is king. You’ve gotta have that content that’s drawing the users.

TOOLS THAT OTHERS CAN USE

Create tools and documents that others want to use.

GAMES

Sometimes, you can create games, particularly those that people will want to play more than once.

SOFTWARE AND WIDGETS

And finally, you can capitalize on software and widgets. If you do these, people will spread these tools and entertaining games and widgets around the web for you.

THINGS TO AVOID

Of course, there are things NOT to do as well. These are from Google specifically, but since it’s the largest search engine, they’re basically standard practice.

things to avoide in seo

AVOID HIDDEN TEXT/LINKS

You must try to avoid hidden text and links.

DON’T USE HIDE OR TRICKY REDIRECTS

You don’t wanna use hide or tricky redirects.

DON’T SEND AUTOMATED QUERIES TO GOOGLE

Don’t sent automated queries to Google, and don’t load pages with irrelevant keywords.

DON’T CREATE MULTIPLE PAGES/SUB-DOMAINS

Don’t create multiple pages and sub-domains with largely duplicated content.

DON’T CREATE PAGES THAT CONTAIN MALICIOUS BEHAVIOR

Don’t create pages that contain malicious behaviors.

AVOID DOORWAY PAGES

Avoid door way pages and link farms. Basically, don’t try to fool search engines.