Social Media Marketing: Hands‐on Instructions

social-media-marketing

Social Media Marketing

Now you can try out creating a Facebook ad on your own (although, you don’t actually have to place your ad at the end).

To create your Facebook ad, follow these steps:

  1. Fill out your Social Media Marketing Planner to get started. Make sure that you spend time thinking about the audience that you are trying to reach.
  2. Log in to your Facebook account. In the URL bar, type in https://www.facebook.com/advertising/
  3. Click on “Create an Ad.”
  4. Set up the destination for your ad and answer the question, “Where will people be directed to if they click on your ad?”
  1. To direct people to your website, type in its URL.
  2. To direct people to your Facebook page, choose it from the list that appears.
  1. Select whether you want the ad to promote your page or a specific post on your page.
  2. Select what people will see: a new ad about your page or stories about their friends liking your page.
  3. Edit your ad’s appearance. Watch the preview of your ad in the right-hand column. It will change as you make changes to your ad. Adjust the Text, Image, and the Landing View, and then scroll down.
  4. Choose Your Country, State/Province, City or Zip Code.
  5. Choose the target Age Range and Gender.
  6. Choose the Interest or Categories of Interest of your Target Audience.
  7. Choose Connections.
  1. Choose “Like my Page” if you want the ad to display to as many people within your target audience as possible with the goal that they will click on the “Like” button on your page.
  2. Choose “Click on my ad or sponsored story” if your objective is to have the ad itself clicked on.
  3. Set the Campaign, Pricing, and Schedule.
  4. Name your campaign. This name will appear as the name of your Facebook page.
  5. Set a budget for your campaign:
  1. Per day: Facebook will spend a certain amount of money per day.
  2. Lifetime budget: Facebook will spend a certain amount of money within a specified amount of time.
  1. Schedule your campaign to run within a time period or continuously.
  2. If you want to try out your ad, review it, and click on the “Place Order” button. You will be asked for your credit card number for billing.
  3. Once you’ve submitted the ad, you will be taken to the Facebook Ads dashboard where you can track the progress of your ad.
  4. One of the best ways to learn what does and doesn’t work for your business is to try out a variety of ads and targeted populations. When you find a combination that works, you’ll be able to create future ad campaigns that build from that success.
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Methodology for PPC

 

 

flow chart

Step 1: Open http://adwords.google.com/select/Login   to register with Google Adwords. Click on “Start Now”

Manual

Step 2:   You would notice two options “Starter Edition” and “Standard Edition”. Starter Edition provides simple and limited options to the Clients. Standard Edition is a full fledged system and full fills the needs of our client and provides more options to the user also.

Select “Standard Edition”. 

 

 

Further, Starter Edition provides ONLY one Display URL option whereas Standard Edition provides two Display URL options.

Step 3:   Fill in the necessary information of the client as in the below available screens and continue to click on “Continue”.

Step 4: Fill in the necessary information as provided by the client.

URL stands for Uniform Resource Locator, and is commonly called a web address. There are two URLs associated with each AdWords ad: display URL and destination URL. The two types are explained below, along with the guidelines for each. Also outlined below are the requirements for the website to which your ad links.

Display URL: Each AdWords ad must include a display URL as the fourth line in the ad. For example, the display URL in the ad below is ‘www.Books.com.’

So as not to mislead users, the display URL should give users a clear idea of the website or landing page to which they will be taken when they click on an ad. Display URLs must:

  • Indicate who owns the destination URL, but does not need to match the actual destination URL of the landing page exactly.
  • Appear to be a viable website address. It must include the appropriate extension such as ‘.com,’ ‘.net,’ and ‘co.uk,’ but ‘www’ and ‘http://’ are not required.
  • Represent a website. The display URL also cannot be an email address. For example, ‘flowers@flowers.com’ would not be allowed.
  • Comply with editorial policy, which will be discussed in later topics.

Here is an example of a correct and an incorrect display URL:

Correct:
Display URL: bigbookstore.com
Destination URL: bigbookstore.com/new/a-c.htm

Incorrect:
Display URL: bigbookstore.com
Destination URL: http://www.amazon.com/home.html/104-7002842-259

In the first example, clicking on the ad takes users to a page within the bigbookstore.com website. Even though the display URL is different from the destination URL, it accurately represents where the user will be taken when he or she clicks on the ad.

In the second example, the display URL bigbookstore.com does not accurately represent the site to which the user will be taken, which is a page within the amazon.com domain. This is improper use of the display URL. An ad with this display URL would not be approved.

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Destination URL: The destination URL is the web address of the landing page to which an ad will actually link. The guidelines surrounding the destination are designed to ensure users clicking on AdWords ads will find what they are looking for easily and quickly. Your ad will not be approved if your destination URL does not meet all three of the following rules:

  • It must link to a working website. If a user clicks on your ad but your site isn’t working, you are charged for a click, but you have no chance to convert this user into a customer.
  • It must not link to a site that is under construction or broken. The site must have content. Otherwise, users will not find what they are looking for.
  • It must not require a program other than the browser to view the landing page. In other words, the destination URL must be an HTML page. Some unacceptable formats of destination pages include Adobe Acrobat and MS Word. If your site requires another program to load, not all users will be able to view your site without loading additional software. This detracts from the user experience.

Step 5: Enter the keywords relevant to the site (already provided by the client)

Step 6:

Enter the necessary information such as

  • Currency
  • Daily Budget
  • Maximum CPC

 

Step 7:

Review the details entered and click on “Continue”.

Step 8:

Select the option of either setting up a New Google Account for Adwords or Use already existing account as shown in the screen below.

OPTION I:I have an email address and password I already use with Google services…….” And continue to register as shown in the below screen.

OPTION II: “I do not use these other services….”   Continue to register as shown in the screen below.

Account Registration has been completed. You will have to verify the account creation link sent to the email address registered.

Step 9: Once we have successfully completed registration, we need to signup as shown in the below screen.

Once you sign-up, you will notice the below Home page screen of AdWords.

Step 10: Click on “Campaign Summary” to create a campaign.

Click on “Campaign #1” to create the campaign

Step 11: Once we have created a Campaign, we need to Create Ad Groups. Click on “Create New Ad Group” to create.

Step 12: Enter the Name of the Ad Group and click on “Continue”.

Step 13: Choose the “Keywords” for the Ad Group you are creating and click on “Continue”

Step 14: Enter the necessary information such as CPC and click on “continue”.
Step 15: You would notice that an Ad Group “Best College” has been created.

Click on “Keywords” option to view the keywords for the Ad.

Step 16: You would notice the keywords as “Best Education”, “Engineering” and “Osmania University” which we have entered in Step 13.

In the Home Page of “Campaign Summary” you would notice we have created two Ad Groups

  • Ad Group #1
  • Best College

Step 17: Click on “Ad Group #1” to check the keywords assigned as mentioned in the below mentioned screen.

You would notice the below mentioned information.

 

 

 

 

So for the Campaign #1, we have created two Ad Groups.

In the above screen, you would notice Two Ad Groups.

  • Ad Group #1

Keywords:

  • AICTE
  • Engineering College
  • Hyderabad
  • Osmania University
  • Best College

Keywords:

  • Best Education
  • Engineering
  • Osmania University

Similarly, we can create multiple Ad Groups and run campaigns.

What is Pay Per Click (PPC)?

Pay per click (PPC) is an advertising technique used on websites, advertising networks,

and search engines.Advertisers bid on “keywords” that they believe their target market (people they think would be interested in their offer) would type in the search bar when they are looking for n . For example, if an advertiser sells red widgets, he/she would bid on the keyword “red widgets”, hoping a user would type those words in the search bar, see their ad, click on it and buy. These ads are called “sponsored links” or “sponsored ads” and appear next to and sometimes above the natural or organic results on the page. The advertiser pays only when the user clicks on the ad.

PPC is defined as the guaranteed placement of a small “ad” on the search results page for a specific keyword or keywords in return for a specified payment, but ONLY when a visitor clicks on that ad. The advertiser pays nothing to appear on the results page; they only pay the amount they have agreed to (or bid for) when someone actually clicks on their ad and is taken to their landing page; therefore, the term “pay per click”.

 Categories

 PPC engines can be categorized in “Keyword”, “Product”, “Service” engines. However, a number of companies may fall in two or more categories. More models are continually evolving. Currently, pay per click programs do not generate any revenue solely from traffic for sites that display the ads. Revenue is generated only when a user clicks on the ad itself.

Keyword PPCs

Advertisers using these bid on “keywords”, which can be words or phrases, and can include product model numbers. When a user searches for a particular word or phrase, the list of advertiser links appears in order of the amount bid. Keywords, also referred to as search terms, are the very heart of pay per click advertising. The terms are guarded as highly valued trade secrets by the advertisers, and many firms offer software or services to help advertisers develop keyword strategies.

As of 2005, notable PPC Keyword search engines include: Google AdWords, Yahoo! Search Marketing (formerly Overture Services), Microsoft adCenter, LookSmart, Miva (formerly FindWhat), Ask (formerly Ask Jeeves), 7Search, Kanoodle, and Baidu.

Product PPCs

“Product” engines let advertisers provide “feeds” of their product databases and when users search for a product, the links to the different advertisers for that particular product appear, giving more prominence to advertisers who pay more, but letting the user sort by price to see the lowest priced product and then click on it to buy. These engines are also called Product comparison engines or Price comparison engines.

Noteworthy PPC Product search engines are: BizRate.com, Shopzilla.com, NexTag, PriceGrabber.com, and Shopping.com.

Service PPCs

“Service” engines let advertisers provide feeds of their service databases and when users search for a service offering links to advertisers for that particular service appear, giving prominence to advertisers who pay more, but letting users sort their results by price or other methods. Some Product PPCs have expanded into the service space while other service engines operate in specific verticals.

Which Search Engines Allow Pay Per Click Advertising?

Generally, the larger the pay per click search engine, the more you will have to bid to get to the top for your keywords. This is why it is worth investigating different search engines to find what it would cost to bid on your keywords and how much traffic they draw.

The largest companies in the pay per click industry are Yahoo! and Google. Google is not a pay per click search engine, but it does provide pay per click advertising in text ad boxes to the right of search results it delivers. It also delivers pay per click ads to other content sites.

These pay per click search engines are not as large as Overture and Google, but they are worth a look. As mentioned above, one advantage these search engines can provide is they generally have lower costs per click to rank for a keyword than the larger search engines.

What are the Benefits of PPC?

PPC has a number of advantages to businesses of all sizes. Here are just a few:

  • Small initial investment. The search engines don’t charge a fee to place or run your ad. You only pay for the users that click on the ad.
  • Budget size is up to you. Depending on how much you want to invest and what kind of sales or leads you want to generate, you can set your budget as large or small as you like.
  • Realistic for all businesses, regardless of size. PPC can create a level playing field for small businesses, especially if you are smart about picking the right keywords. Your ad might be right above or below a large business or national chain, depending on how much you bid for keywords or phrases and the kind of words you target.
  • Immediate results. Research, set up and implementation of pay-per-click campaigns can happen in just a few days time, as opposed to natural rankings which can take weeks or months to gain a ranking. With PPC, you can start seeing results – and generating sales – the day your ad goes up.
  • Real-time trackability. “Trackability” is our favorite word around here despite the fact that it’s not a real word. We track the effectiveness of various keywords and phrases, which ads generate the most traffic, conversion rates, and much more. And unlike a printed piece or mailer, there’s no lag time to know if your ad is working. Plus, we can make changes on the fly.
  • Gain a national audience. What’s the best way to reach someone in Provo, Utah? Put an add on Google or Yahoo!. Chances are, your potential customers are on one of these two search engines. Along with their network partners, they each claim to reach over 80% of Internet users.
  • Focus on a targeted audience. Maybe you don’t want to reach someone in Provo, Utah. Maybe you have a local customer base and want to stay within 50 or 100 miles of your business. If so, then we have the ability to target users in the exact area you designate. Another way to target your audience is by the specific keywords and phrases you choose. In essence, you are pre-qualifying your customers before they ever land on your site.

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PPC Presentation

What is PPC

Pay per click (PPC) is an advertising model used on search engines, Pay Per Click is a specific internet-based advertising campaign which is used on search engines. Pay per click website advertisements can be placed as sponsored results, down the right hand side, above or to the right of the search results page; when a user clicks on the advertisement link, the advertiser is charged a small amount.

Basic Requirements of PPC

  • Adwords Login Info
  • Keywords which is site Related
  • Keywords should have more search volume and less Advertising competition
  • Bid Value for Keywords & Daily Budject
  • Display Url
  • Destination Url

How To Do PPC

  • Compile a large list of Keywords for the parent word.
  • Once keyword research is accomplished and keywords are tightly themed into groups, groups need to be loaded into my adwords account.
  • Open https://adwords.google.com & Login
  • After login the https://adwords.google.com Just click Campaign Summary
  • To creat a new campaign.just click on keyword-targeted
    And give Name your campaign & add group.And Select the language
  • Select Your ads will appear to users anywhere the country.
  • Create 1 ad for each adgroup using the following information – Like this:
  • Headline – Lose 10 Lbs In 10 Days
  • Line 1- Guaranteed Weight Loss- Free
  • Line 2 – Revolutionary Breakthrough Works
  • Display URL – example.com
  • Destination URL – http://www.example.com
  • add the keywords.those you find in keyword research.
  • Set the daily budget & Cost per click bid.
  • Review your selections & save campaign.

Pay Per Click
Pay per Click is a type of search marketing where advertisers pay a set amount every time their ad is clicked by a prospect to search engines.

A type of online advertising where you pay only when a potential customer clicks on your ad. PPC ads appear on the top and right-hand side of the web search results page.

                                             Benfits of Pay per click Advertising
1.pay per click advertising is a relatively low cost method of generating increased traffic to your website.
2.PPC Advertising is Measurable
3.PPC Advertising is Cost Effective
4.PPC Advertising is for Businesses of all size
5.Strong Global presence.

Features Provided by Google to Achieve your desired CTR

(1) Exact Match
(2) Phrase Match
(3) Broad Match
(4) Negative Keywords

Broad Match :
A User’s search term will match a Broad Match type Keyword if it contains all the same words, in any order and in any cases. Additional words not in the Keyword may also be included in the search term.
This is the default match type; if you’re not sure which match type to use, leave your keywords as Broad Match.
Eg. Broad Match Keyword: flower pot
Matches search terms (as entered by search user):
* flower pot
* pot flower
* Flower Pot
* plastic flower pot
* red pots for flowers
flower pot sales

Phrase Match :
A User’s search term will match a Phrase Match type Keyword if it contains all the same words, in the same order and in any cases. Additional words not in the Keyword may also be included in the search term provided they fall before or after the phase, not within.
Eg. Phrase Match Keyword: flower pot
Matches search terms (as entered by search user):
* flower pot
* Flower Pot
* plastic flower pot
* flower pot sales
Does not match search terms:
* pot flower
* flower sales
* red pots for flowers
* flower big pot

what is the adwords?
AdWords is Google’s flagship advertising product and main source of revenue. AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads.
Google AdWords aims to provide the most effective advertising available for businesses of any size.
Google AdWords Advantages:
1)We pledge to help you meet your customer acquisition needs by enabling you to:
2)Reach people looking for your product or service
3)Fully control your ad budget
4)Easily create and edit your ads
4)See your ads on Google within minutes of creating them
Min Bid value: 0.01

what is the adcenter(msn)?
Microsoft adCenter (formerly MSN adCenter), is the division of the Microsoft Network (MSN) responsible for MSN’s advertising services. Microsoft adCenter provides pay per click advertisements.
Min Bid value:0.05

what is the yahoo searchmarketing?
yahoo! Search Marketing is a keyword-based “Pay per click” or “Sponsored search” Internet advertising service provided by Yahoo!.
Min Bid value:0.10

CPC:The cost-per-click (CPC) is the amount that you pay each time a user clicks on your ad.

CPM:This stands for cost-per-thousand impressions. A CPM pricing model means advertisers pay for impressions received.

Cost per action (CPA):CPA, is the current amount that you are willing to pay for a specific action to be completed on your site. This cost generally varies depending on product and on type of action. You set your own fixed CPA for each action when you create a pay-per-action campaign.

Impression:The “Impr” located on your reporting statistics refers to the number of “impressions” for your ad. The number of impressions is the number of times an ad is displayed on Google or on sites or products in the Google Network.
Click-through Rate (CTR):The click-through rate (CTR) is the number of clicks that your ad receives divided by the number of times that your ad is shown (impressions). Your ads and keywords each have their own CTRs, unique to your ad group’s performance.
Conversion:When a user completes an action on your site, such as buying something or requesting more information.
Destination URL:When you create your ad, you will specify a Display URL and a Destination URL. The Destination URL is the exact URL within your website that you want to send users to from your ad.

Display URL:This is the URL displayed on your ad to identify your site to users. The green text in the sample ad below is the Display URL. Users clicking on this ad have a clear idea of the website or landing page to which they will be taken when they click on that ad.

Disapproved Ads Page:The Disapproved Ads page within your AdWords account allows you to easily check the status of your disapproved ads and find out why they were disapproved. You will still receive emails from our review team regarding all disapproved ads; however, this page will also be available for you to review your ad disapproval status at any time. You can access this page from the Campaign Management tab at the top of your account.

Maximum CPM bid:A maximum CPM bid is the highest amount that you’re willing to pay for each 1000 impressions your ad receives. CPM stands for cost-per-thousand impressions.
Minimum CPC bid:A minimum cost-per-click (CPC) bid is assigned to each keyword in your account based on its quality (or Quality Score). The minimum bid is usually the lowest amount you can pay per click in order for your keyword to show ads.
Maximum Cost-Per-Click:Your maximum cost-per-click (CPC) is the highest amount that you are willing to pay for a click on your ad. You can set a maximum CPC at the keyword-level or Ad Group-level. The AdWords Discounter automatically reduces this amount so that the actual CPC you are charged is just one penny more than the minimum necessary to keep your position on the page.

Keyword:The keywords that you create for a given ad group are used to target your ads to potential customers.
Mobile Image Ads:Graphical AdWords ads appearing on selected content sites in Google’s mobile content network.
Mobile Text Ads:Text AdWords ads appearing on both Google’s mobile search and mobile content network.
Banner ads: A graphic image typically placed at the top of an ‘editorial content’ page linking to the advertiser’s content page. Standard banner ad sizes are (in pixels): 468 x 60 (full size); 234 x 60 (half size); 125 x 125 (tile); and 120 x 60 (button).
Text Ad:Concise, action-oriented copy that links to your website. Also known as a sponsored link.
Banarads:Banner ads are usually relatively simple pieces of HTML code.Banner ads in high-traffic areas of the Web.

Split Test: It is the process of testing your ads to know which one is performing the better.
What are different adformats available: The general ad formats are Text ads and image ads(animated ads) OTher formats available are video ads, local business ads and mobile ads.
Which is the best Search Engine Marketing
Google is the best choice. Over 80% of internet users in US and millions of user worldwide views adwords ads.Adwords lets you instant access to this vast number of potential customers.
Yahoo is also the best choice.Because there are no strict rules, for example we need not provide the display and destination URL exactly the same.

Where do you view your campaign details —> Inside the Campaign Management Tab.

Where do you get your billing information——> Inside the My Accout Tab.

What is the difference between SEO and SEM?

Seo refers to the practice of ranking pages in the Organic results.

Sem refers to all practices that balance search engines for traffic, advertising and marketing

What are organic results?
Search results from a search engine that are not from advertisers that paid money to get in the top ranks.
What are Paid results?
I’ve gone through the paid results…It showed two results in a single page….same title…same description…in sponsor …
What are called CPA networks? Can you give any examples?
CPA:CPA (sometimes known as Pay Per Action or PPA) is an online advertising pricing model, where the advertiser pays for each specified action (a purchase, a form submission, and so on) linked to the advertisement.
Landing Page:An active web page where customers will ‘land’ when they click your ad. The web address for this page is often called a ‘Destination URL’ or ‘click-through URL’.

Mobile Image Ads:
All image ads pictured on this page appear as they would on an XHTML mobile web page. The appearance of an ad’s ‘user bar’ – consisting of an ‘[Ad]’ tag and the display url – may vary slightly depending upon a page’s markup language.

Acceptable file formats: .gif, .jpg, .png.

Video Ads
Use Google AdWords to run ads – ads that combine the power of sound and motion with the precision of Google to provide users with a relevant and engaging advertising experience. Like text, image, and Flash ad formats, video ads will be displayed on sites that are part of the Google network.

CPI:Cost per impression, often abbreviated to CPI, is a phrase often used in online advertising and marketing related to web traffic. It is used for measuring the worth and cost of a specific e-marketing campaign. This technique is applied with web banners, text links, e-mail spam, and opt-in e-mail advertising, although opt-in e-mail advertising is more commonly charged on a cost per action (CPA) basis.

Pay per lead (PPL)OR (CPL): is a method of marketing that enables an advertiser to receive membership or advertising services in return for paying per lead received from the marketing venue used. It can be compared to PPC (pay per click), PPS (pay per sale) and PPA (pay per action) advertising methods that require the advertiser to respectively pay for clicks, sales and actions generated through a marketing venue.

What is the Google Network?
The Google Network is a large group of websites and other products, such as email programs and blogs, who have partnered with Google to display AdWords ads. Advertisers have the option of running their ads on Google as well as the Google Network for no extra cost
Keyword-targeted ads
Besides appearing on search results on Google, AdWords advertisers are automatically eligible to have their campaigns with keywords appear on the Google Network.
The search network
Ads are targeted based on a user’s search terms. For example, on if you search for ‘Italian coffee’ on Google, you’ll see related coffee ads next to the search results.
Content network
Ads are targeted based on content themes rather than specific keywords. You can also specify specific sites. Learn more about the content network.

Quality Score: Quality Score is the basis for measuring the quality of your keyword and ad and determining your minimum bid. Quality Score is determined by your keyword’s clickthrough rate (CTR), relevance of your ad text, historical keyword performance, and other relevancy factors. The higher your Quality Score, the lower your minimum bid and price you’ll pay per click.

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