All that you need to know about Google Adwords campaign

Digital marketing has rapidly taken over the world, and marketers are always on the hunt for fresh opportunities online. Unlike the traditional methods of marketing, online portals have provided a massive platform to ad makers to reach out to potential buyers. One such portal is Google. Being the number one search engine in the world, Google allows brands to post ads. Referred to as Google ads, they help you to improve your presence, get more viewers, and increase your sales through potential leads.

What are Google Ads?

You must have often seen a row of ads on the sides of the screen when you are looking for some information on Google. These are known as Google Ads that any brand can post on the search engine. It is one of the most profitable ways of posting an ad because it follows a pay per click scheme. So, what primarily happens is that let’s suppose you are the posting company that has put up an ad. If I, being the user, clicks on the ad, watched the video on YouTube, or calls on the call to action number, only then you need to pay.

Most of the other business advertising services demand payment, irrespective of results. There is no guarantee that you will get leads or not. But Google Ads has completely transformed it. You can post ads in multiple forms, such as YouTube videos, text-based search ads, in-app mobile ads, graphic ads, and likewise. All you need to do is bid according to the different criteria and reach your target buyers. You can either place yourself in the search results or opt for display on networks under the Google banner.

What is the Google Adwords structure?

Now that you have understood what we are referring to, let’s get into details. There are three primary stages or categories that you must know.

Adwords account

You need to create an Adwords account first with a unique email address and password. It must also have the billing address and relevant details. Along with the billing information, you can also adjust the time zone from your account. Please note that the account must be registered under Gmail. Also, you cannot use one account to manage multiple Adword campaigns. Usually, the billing information is permanent. Thus, you must pay extra attention to it and opt for a credit payment or debit payment accordingly. You choose between manual and automatic payment.


The second level is the campaign stage, where you need to fix critical points such as the daily budget, the target language, the preferred venue, and the date when you want the campaign to end. You must already be aware of Google maps that can quickly detect your location at any time. The auto-detection is what helps Google push the ads according to your preferences. For example, if you target buyers in Spain, then you can show them your ads from any other part of the world. Don’t worry; Google will take care!

Ad group

Lastly, the ad group refers to keyword ads. Specific keywords can help you boost your online ad placement and engagement. The Google Ads Keyword Planner is a highly reliable tool to generate trending keywords. All you need to do is use them strategically. Digital marketing services can assist you.

What is Google Search Network?

Let’s understand this with the help of an example. Think of a lazy afternoon when you feel like shopping online and search for the newest sunglasses. You get two types of search results. First, you get a list of “sponsored” and “ad” results. Following that, you get organic results. Placing your item and brand name in the first sponsored section is a type of Google Ad. After entering a query, the engine performs an auction. It identifies all those who have included the keyword in their ad.

What is the Google Display Network?

The Google Display Network is commonly referred to as GDN. The GDN reaches more than 90% of internet browsers across the globe. You would be surprised to learn that there are over 2 million websites and pages under this wide banner of GDN. Some top sites to note are Google Finance, Gmail, Blogger, YouTube. Similarly, it also includes mobile applications. What makes GDN so effective is that it instantly grabs the users’ attention. From a marketer’s perspective, it is beneficial because you can easily include essential information and keywords about your products and services.

A prerequisite to using Google Adwords is that you must ensure to have a high-quality landing page. All the traffic from the ad should be directed here. Moreover, you should highlight all the product features and advantages as clearly as possible. Search engine marketing can be a boon to growing your business if you know how to use it.

How to Search Engine Optimize your blogs?

Performance is not an instantaneous phenomenon when it comes to SEO, but with the right process and a lot of patience, it’s always within reach— even if you’re running a blog. Optimizing your blog posts starts as early as the beginning of your thesis, and from then on, you’ll want to consider your keyword targeting, on-page variables, your intended audience, and more.

Although it’s evident that blog material adds to your SEO, Google’s frequent algorithm changes can make this difficult. Presently, best SEO practices are all about significance and purpose.

When it comes to your blog, how do you know what’s important and what’s wrong? What are today’s blog rating strategies, and what’s called “old school?” How can you keep it straight?

An organic search is an effective way to generate traffic for your blog. It’s a key part of blog promotion, and in the following post, we’ll give you the measures and resources you need to refine your content to score your blog better!

To make digital content-marketers more aware, let us dive into some blog optimization techniques:

  • Concentrate on 1–2 long-tail keywords that suit your target reader’s intent.

Optimizing your keyword posts is not about adding as many keywords as possible to your posts. These days, this hurts your SEO because search engine optimization techniques recognize this keyword to be stuffing. A strong thumb rule is to focus on one or two long-tail keywords per blog post. Keep the focus of the post small enough to allow you to spend time focusing on just one or two keywords.

  • Make sure your blog is smartphone-friendly (or responsive)

Google first shows the user-friendly results of all those important search queries that are made on a mobile device. This is yet another example of Google’s high-profile mobile websites— which has been valid since the firm modified the Penguin algorithm in April 2015. Mobile-based websites require blog posts to have only one URL instead of two — one for online and one for mobile, respectively. It benefits the SEO post because any inbound links that come back to your blog will not be broken into different URLs.

As a result, you can centralize the SEO influence you derive from these connections, making it easier for Google to recognize the value of your article and rate it accordingly.

  • Optimize the meta description and get all of the available space

The meta description provides the searchers the information they need to determine whether or not the content is what they are searching for and ultimately helps them know whether or not to press.

The maximum length of the meta description is larger than it used to be — now around 300 characters— suggesting that it wants to give readers some insight into what each outcome would offer them.

Therefore, in addition to being reader-friendly (compulsory and relevant), your meta description should include the long-tail keyword that you are trying to rank for.

  • Take help from Google

The Google Search Console includes a section called the Web Analytics Analysis. This analysis lets you evaluate clicks from Google Search— it’s useful to find out which keywords users are using to search the content of your blog. You can also learn how to use Google Search Console by reading this blog post written by Matthew Barby, and by reviewing Google’s official support website.

If you’re interested in refining the best-performing older traffic blog posts, this platform will help you identify low-hanging fruit. This is a search engine optimization technique just right out of our secret bag!

  • Cut those pop-up ads, they’re irritating

It’s easy and simple. When it comes to creating your blog for an awesome SEO, you have to limit the number of ads you’re using. If you don’t, you’re going to slow down your loading time, which will affect your flow.

From the user’s point of view, people are ignoring advertisements and bringing thumbs down on pages with too many of them. When you have to use commercials, then look at the metrics to evaluate the top two or three highest-performing ads, and then cut the rest.

Also, writing in-depth articles that convey your message to your target audience is a good idea. Use WordPress and its free and premium plugins to optimize your blogs, pages, and posts.

Blogging is more than just showing your skills and building trust. It plays a key role in SEO, and the pace of your blogging will dictate how much traffic you pull in, how many leads you create, and, eventually, how many sales you produce.

If you want to win an online marketing game, you need to publish content. And you can’t stop that. You can’t give up.

5 essential steps to manage a Social Media Crisis

A communication crisis can happen anytime. In today’s interconnected digital world, social media crisis hits brands without a caveat. It doesn’t matter the industry your brand belongs to or the popularity your brand possesses; sometimes, it just happens.  Hence it is important to be always prepared for a crisis.

The first thing to do is, understand what is a crisis and what is not, before creating an effective social media crisis management plan. Because prevention is always better than cure! In the early days of social media, there used to be only very little issues to solve. But today, even petty issues take up a big room in social media leading to heated debates and discussions.

What is a crisis and what is not?

Somebody giving one or two rude remarks about your company through social media is not included in the list of crisis. But when the rude remarks start coming from a huge number of people, then it should be given a thought. The famous brand Forever 21 faced a huge backlash for the way they treat animals for wool. Many people in the social media stood up against the brand for their unethical practices. Well, something like this could definitely be called a crisis. This is one of the very recent social media crisis examples as well.

Now let’s take a stroll through the steps by which we can manage a social media crisis.

  1. Create social media guidelines

Some of the worst crises start with an inappropriate post. Fortunately, these are the easiest crises that we can avoid with the implementation of proper measures. And the best way to do that is to create a robust list of social media policies for your company. It should deliver unblemished guidelines for appropriate use and outline expectations.

  • Copyright guidelines: It is not necessary that employees understand how copyright works online. Provide instructions on how to use and credit third-party content.
  • Privacy guidelines: Stipulate on the details of how to interact with customers online. Give your social team pertinent direction on when to take the conversation to a private channel.
  • Confidentiality guidelines: Certain business information must be kept in wraps, specify these details clearly to the employees.
  • Brand voice guidelines: Brand voice is important for any brand as it reflects the brand personality itself. Elucidate the brand voice to your social media team and work accordingly.
  1. Use social listening to identify potential issues

Along with monitoring brand mentions, monitor the social sentiments as well. Don’t be baffled! Social sentiment is a metric used to analyse how people feel about your brand. By monitoring clearly, you can perceive how people feel about your brand and over the time you will understand if there is a change in sentiments as well.

  1. Come up with a crisis communication plan

Craft a company-wide social media crisis communication plan. This will allow you to respond quickly to any potential crisis. Do not wait for a crisis or issue to happen to take an action. Instead, have a set of preventive measures in hands to face any crisis that comes on the way. This will ensure that the issue doesn’t go out of control.

The major essential in managing a social crisis is timeliness. You should be quick in responding to a crisis.

An ideal social media crisis plan must incorporate the following points:

  • Craft an internal communication program.
  • Determine what is a crisis and what is not.
  • Provide a link to your social media policies.
  • Instigate an approval process before posting any content in social media.
  • Assign roles and responsibilities for every department. Give them proper guidance on who will do what.
  1. Pause all scheduled posts

Stop all the posts, that you have pre-scheduled.

Scheduled posts and tweets during a crisis period would give a negative impression in the minds of audience. It might make your brand look ignorant and insensitive. In a worst scenario, a scheduled post during a crisis could entirely disrupt your crisis management plan.

  1. Acknowledge, but do not argue!

Post immediate response to the crisis on your social media pages.

Defending yourself and responding angrily to the situation might create a serration to your authenticity. Once you post the initial response, it’s time for you to work on an in-depth statement or message. This could be a press release, an official statement or a letter or video from the CEO of your company. In the meantime, keep your responses as short as you can, and try to stay away from getting baited into another problem.

Impromptu crises may arrive without a warning! The key essence lies in how you overcome it. Prompt a quick response and be transparent, this will endure trust in your customer’s mind as well.

Utilize LinkedIn for Effective Leads – Your Way Out to Higher Conversion!

Get over Facebook, Twitter or Instagram folks, LinkedIn is silently becoming the most favoured child of social media today!

Yes, while there’s no doubt that other platforms still hold a good share of popularity amongst marketers, the steady rise of this platform cannot be contested. If numbers are to be believed, as much as 40% of the respondents indicate at the popularity of this platform in network creation for B2B marketers.

Does it ring in something?

Yes, the vaster the business network, the more capable you are of generating effective leads for your business. Moreover, in this context, it beats other platforms by a wide margin.  Like, Twitter falls a whopping 25% below its capability and Facebook at 3% below this. Other platforms don’t even come close and are entirely dwarfed by its outreach.

Not to mention, the recent campaigning and other productive strategies have made LinkedIn the most effective platform for lead generation. So, why should any business stay behind when it carries unmatched useful lead generation capabilities?

Here’s another data to prove its prominence – As much as 23% more social media managers who are experienced favour using this social platform than the beginners for lead generation.

Now, when its pre-eminence is already established, let’s have a detailed look at how this platform can give your business active leads.

Ad campaigning for a cut-through effect

Campaigns have been a useful tool so far for reaching out to the target audience on this social media platform. While campaigning has been effective in garnering new viewers and attracting new leads, LinkedIn takes it a step further. It offers advanced tools that help get the most out of a business’ campaigning strategy.

Two of the most popular campaigning strategies that have brought in a good number of effective leads are –

  • Sponsoring

With the help of Sponsored Updates, you get a channel to reach out to the feeds of people your business targets. These people are the most likely to find the content valuable.

Here’s how the best performing sponsoring campaigns have been doing it so far!

  • They create content that bears the closest possible relevance for their target audience.
  • These sponsored ads are integrated with enticing images for thumbnails to attract the reader’s attention.
  • These ads also accompany a captivating headline that straightaway answers the question – What does it bring for the customers?
  • Businesses then ask the most valuable contacts in their network to share the content and tap this lead generation potential.

Quite clearly, sponsored ad campaigning is winning businesses more and more effective leads over time.

It’s all in the network, you see!

  • Personalisation

Circumventing the sponsorship strategy of lead generation, personalisation is another effective method for the same. Businesses add the personalisation element when distributing the various types of advertisements on this social platform.

It is well-known that more personalised ads leave a stronger message for readers or viewers, thus, reverberating the business’ idea and purpose in their mind. It also establishes more relevance for the viewers, making them an effective lead for the company.

Another factor that plays in when adding a touch of personalisation to these ads is that they address a business’ marketing goals that are more specific and diversified.

With personalised ads, you can make your marketing strategy more diversified, thereby, reaching out to more specific sections of the target audience. It increases the chances of generating effective lead to the manifold on LinkedIn.

As per one of the research results, ads on this platform resulted in a conversion of as much as 11.3% of available leads. The good news is that the cost businesses incurred per lead on this platform reduced a remarkable 68% as against through other social media platforms.

Types of ads

The social media platform also allows one to leverage the existing reach of a business with the help of two specific types of ad campaigns –

  • Text Ads

10 Social Media Tools Every Marketer Should Use


  1. 3,500,000,000 live videos on FB exist since “Going Live” was introduced.
  2. 78% of digital businesses employ social media tools for promotions.
  3. 48% of Americans interact with digital brands through one social media platform.
  4. FOMO or Fear of Missing Out has made Instagram Stories a hit with 200 million active users.
  5. 73% of adults in the United States watch YouTube.

Mind boggled yet?

Such huge numbers are showing you how important for any digital entrepreneur it is to use social media analytics tools to gorge how the brand performs on these platforms.

Marketers are getting endowed with a laundry list of responsibilities that keep growing!

  • Social media marketing
  • Customer interaction
  • Advertising promotions

All these activities are indeed challenging to handle simultaneously at the same time.

Tediousness becomes a dictionary word for them.

However, there is some luck! Lucrative social media tools have come up and made life a little less troublesome for such marketers.

Check out the top 10 social media analytics tools for 2019!

#1 – Hootsuite

This finds a special place in every marketer’s heart. It is the first social media tool that any marketing assistant got to use. It comes with a free plan which poses a robust number of features such as –

  • Managing 3 social media profiles at one single place.
  • Scheduling 30 posts in advance.
  • Generating leads with the help of social contests.
  • Basic analytics which tracks followers, growth and contest statistics.
  • 2 RSS social feed integrations.

This one is the winner!

#2 – BuzzSumo

This is a tool which lets one find some of the most shared contents on platforms like Facebook, LinkedIn and others.

  • You use it for analysing which type of content is performing the best for your target audience.
  • After this, all you need is get started on framing your content as per the popular consensus.
  • With this tool, you will be able to gain a thorough understanding of your brand’s social media influence, and thereby, develop a smart content strategy.
  • You get to see which social media page, say FB, Instagram, Pinterest, Twitter or Reddit, was the most hooked on.

#3 – Google Trends

It is a free tool which Google curated for helping people who search for topics trending online. Digital brands utilise this for monitoring things which are happening across the globe. One can use it to –

  • Discover information that is currently the most popular.
  • Monitor keywords for seeing if they are trending or not.
  • Checking how the current volume of keywords compares to your previous months’ ones.

You can very well use all these info to frame your content and share it on the social media platforms.

#4 – Buffer

One of the prominent social media tools, Buffer has been designed with the intent of making it easier for business marketers to schedule posts, conduct performance analysis and lastly manage all accounts at one place.

  • It will allow you to set up a schedule as per all of your social media profiles.
  • Add content to the Buffer queue which it will later publish at the time slots you have assigned.
  • Robust dashboard of analytics where you can observe which posts of your brand content are popular.

You can re-buffer them easily to stay ahead!

#5 –  Social Oomph

As good as its name is, this social media analytics tool comes with a diverse range of features.

  • Scheduling and analytics are its commonalities.
  • Allows you to keep your DM Twitter Inbox all spruced up, and thus, increase your follower count.
  • Wide variety of management features for Facebook, Insta, Twitter, Pinterest and LinkedIn including blog post scheduling.
  • Shorten URLs, track keywords and rescheduling Tweets are also parts of its plan.

It is a bit inclined more towards Twitter though. It lets you handle as many as 5 Twitter accounts at one go.

#6 – Canva

Every brand must be aware of Canva.

Today, with the need to be more illustrative because visual in Insta, FB and every other platform are gaining more ground, Canva has become of tantamount importance. Social media marketers must possess the ability to curate bright images without the help of any professional designer.

  • Create images with ready-made templates.
  • Icons and millennial quotes inscribed banners are also there.

Make your images look professional without doing much-designing work. It comprises an easy to use drag & drop interface.

#7 – Unsplash

Another favourite tool for designing, photography and creating videos is none other than Unsplash. It is a colossal library consisting of numerous free professional images which you can use for free.

  • It gives your brand content a polished
  • It helps to market your brand images in a pro-professional way.

You can also look for Pexels, Videvo and similar social media tools for image enhancement.

#8 – Feedly

Feedly proves to be equally great!

If you are working with influencers and wish to follow their marketing blogs or keep up with industry news by visiting websites, then Feedly is the ONE.

  • It is a huge time-saving tool as it adds RSS feeds of your favourite sites so that you can see them anytime you want.
  • This tool is majorly known for idea generation of brand content.
  • By adding those blogs whose contents you like to see on your feed, it provides you with future potentials of creating niche blogs yourself.

Feedly helps you to become an influencer of social media.

#9 – Todoist

Related to social media work productivity, Todoist is your ultimate calendar.

  • It ensures that your brand is posting regular images, statues or stories on social media platforms consistently.
  • This kind of calendar proves beneficial for, in this way, you can grow your audience base online and increase engagement by building a loyal customer clan.

This is based on intended content which you get to post easily.

#10 – Sprout Social

This is yet another important one in your list of social media tools.

  • Designed for helping social marketers grow their presence on diverse
  • It also helps your business to hunt, form and grow real connections.
  • Drives a healthy ROI.

Optimizing your social media strategy with such smart social media analytics tools lets your marketing endeavours get an extra edge.

It makes your ship sail a wee bit ahead than your market competition.


Local Listing – What Difference Does It Make If You Go for Google Ranking?

Creating, editing, and most importantly, updating – Google listing is neither that difficult nor trivial and yet many of you business people miss out on it.


Google ranking is what you care about at the end of the day, and you do want to see yourself soaring high on the SEO ladder! Well, if that is the case, then you might well buckle up and start your Google business listing right away.

Why add business to Google?

Remember when you were kiddo and had a shiny new toy car and couldn’t wait to show it to your school friends the next day?

You did not shy away because you wanted to be seen and that is exactly what holds for brands today. Visibility is crucial for you folks, making Google SEO optimization, a viable marketing tool for you.

You have to be where your lead base or people, in general, are right now!

In fact, if you must know, about 84% of today’s consumers utilize their tablets/ computers for searching for local businesses.

  • Increased customers & sales

34% of customers who seek out any business via local searches visit the physical location for real. 18% of the local searches lead one purchase per day.

All of these data sums up the fact that the more easily your business gets found by your users online, the more sales you have. Google listing, therefore, enhances your website traffic eventually boosting your customer numbers to a large extent.

  • Website SEO improved

Google SEO optimization is what you must adhere to if you want plausibility in the search engine ranks. Google’s algorithms help this search engine to look across the web for locating information on a specific business.

As your business gets listed online in many places, Google collects more information about you and helps you to show up much above in the Google ranking.

  • Exposure boost

Thousands of apps, as well as directories, are present today from where users can procure the business information they want. However, they find it easier to look for any particular local business on search engines like Google. These directories build a database by crawling on the web and rely to a considerable extent upon Google for gathering more information.

This means that many suggestions which a user finds on these smaller apps and directories have come up owing to their Google listing. Updating your listing on this mega giant of a search engine where you add business to Google, therefore, provides you with a more pronounced exposure in such apps.

Google ranking made right!

By being accurate on the listing, Google deems you trustworthy and makes you pop up when a customer searches for a local business. Painting a wholesome picture on search engines brings consistency to your SEO ranks as the more information you provide, the credible with a source Google believes you are.

So, this year, do your needful by being accurate and updated to this search engine so that it can do its job of making you more visible.

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