GOOGLE ADWORD

  Google   Adwords   :-

(1)Brand Awareness:-

(a) Display Network   Campaign   with   Responsive ad   using   VCpm   Bid Strategy   .

Note:- With viewable CPM, you bid on 1,000 viewable impressions and you pay for impressions that are measured as viewable. An ad is counted as "viewable" when 50 percent of your ad shows on screen for one second or longer for Display ads and two seconds or longer for Video ads. Viewable CPM lets you bid on the actual value of your ad appearing in a viewable position on a given placement.

(b)Video     Campaign   with   in stream ad using   CPV   Bid Strategy   .

About cost-per-view (CPV) bidding:-

Cost-per-view (CPV) bidding is the default way to set the amount you'll pay for TrueView video ads in Google Ads. With CPV bidding, you'll pay for video views or interactions (such as clicks on call-to-action overlays, cards, and companion banners).

To set a CPV bid, you enter the highest amount you want to pay per view while setting up your ad group.

Your bid is called your maximum CPV bid, or simply "max. CPV." This bid applies to all ads in an ad group.

Example

If you think it's worth 25 cents to have someone watch your video, you can set US$0.25 as your max CPV bid. This means:

·         For a TrueView in-stream video ad, you'll pay a maximum of US$0.25 when someone watches 30 seconds of your video (or the duration if it's shorter than 30 seconds) or engages with an interactive element, whichever comes first

(2)INCREASE WEBSITE VISITOR AND LEAD GENERATION   :-

(a) Search Network   Campaign   with   text   ad   using   bid strategy     manual  cpc.

Manual CPC bidding:-

A bidding method that lets you set your own maximum cost-per-click (CPC) for your ads. This differs from automated bid strategies, which set bid amounts for you.

·         Manual CPC bidding gives you control to set the maximum amount that you could pay for each click on your ads.

·         You start by setting a maximum cost-per-click (CPC) bid for your entire ad group (called your default bid), but you can also set separate bids for individual keywords or placements. For example, if you've found that certain keywords are more profitable, you can use manual bidding to allocate more of your advertising budget to those keywords.

·         If you're not sure which keywords or placements are most profitable, or if you don't have time to devote to managing manual bids, consider a Maximize Clicks bid strategy instead. Maximize Clicks is an automated bid strategy that automatically sets your bids to help get as many clicks as possible within your budget

How CPC bidding works

For CPC bidding campaigns, you set a maximum cost-per-click bid - or simply "max. CPC" - that's the highest amount that you're willing to pay for a click on your ad (unless you're setting bid adjustments, or using Enhanced CPC).

Example

If you think it's worth US$.25 to have someone visit your website, you can set US$0.25 as your max. CPC. You'll pay a maximum of US$0.25 when a person reads your ad and clicks it, and you pay nothing if they don't click.

Let's say you create a text ad and set a max. CPC bid of US$0.25. If 500 people see the ad, and 23 of them click to learn more, you pay only for those 23 clicks. Your max. CPC bid was US$0.25, so you'll pay no more than 23 clicks x US$0.25, or US$5.75.

Often you'll pay less than your max. CPC because with the Google Ads auction, the most you'll pay is what's minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks. Read the section below on actual CPC to learn more about the final amount you're charged for a click.

How to decide what CPC bid amount to set

Once you've set max. CPC amounts that you're comfortable with, see how many clicks your ads begin to accrue, and whether those clicks lead to business results on your website. Also, remember that Internet traffic is always changing, so it's important to re-evaluate your CPC bids regularly.

·         Keyword Planner shows you how often some keywords get searched, and gives you cost estimates at a glance.

·         First-page bid estimates helps you see how much you may need to bid to put your ad on the first page of Google search results.

Using bid adjustments to reach the right customers

You can set bid adjustments that increase or decrease your max. CPC bids for searches occurring on mobile devices or in specific locations. If your campaign targets the Display Network, you can also set bid adjustments for targeting methods in your ad group, like topics or placements, to help your ad show to the most relevant audience. Bid adjustments give you more control over when and where your ad appears, and are applied on top of your existing bids.

Max. CPC bidding options

You can apply your max. CPC bid several ways. Let's say you have a bakery, and you've set up a "breakfast" ad group with keywords like donuts, crullers, and apple fritters. Here's how you might set your bids:

·         If you want all the keywords in an ad group to have the same bid: Set an ad group default bid. If you choose a US$1 CPC, then that's your max. CPC when someone searches for donuts, crullers, or apple fritters -- any of your keywords. The same bid applies to placements if you're running your ad on the Display Network. This is the easiest way to manage your CPCs.

·         If you want the keywords in an ad group to have different bids: Set keyword bids. For instance, if you know that people who search for apple fritters tend to buy more than people searching for donuts, then you might bid US$1.25 for each click on apple fritters and US$1 for each click on donuts.

·         If you want your Display Network targeting methods to have different bids: You can set a max. CPC for placements, topics, or other targeting methods. For instance, you can try to help your ad show on a donut recipes website by setting a custom bid for that particular placement on the Display Network.

(b) Search network Campaign  with text ad using   Target  CPA    bid strategy .

How it works

Using historical information about your campaign and evaluating the contextual signals present at auction-time, Target CPA bidding automatically finds an optimal CPC bid for your ad each time it's eligible to appear. AdWords sets these bids to achieve an average CPA equal to your target across all campaigns using this strategy.

Some conversions may cost more than your target and some may cost less, but altogether AdWords will try to keep your cost per conversion equal to the target CPA you set. These changes in CPA take place because your actual CPA depends on factors outside Google's control, like changes to your website or ads or increased competition in ad auctions. Additionally, your actual conversion rate can be lower or higher than the predicted conversion rate.

For example, if you choose a target CPA of $10, AdWords will automatically set your CPC bids to try to get you as many conversions at $10 on average. To help improve your performance in every ad auction, this strategy adjusts bids using real-time signals like device, browser, location, time of day, remarketing list, and more.

Settings

Target CPA

This is the average amount you’d like to pay for a conversion. The target CPA you set may influence the number of conversions you get. Setting a target that is too low, for example, may cause you to forgo clicks that could result in conversions, resulting in fewer total conversions.

If your campaign has historical conversion data, AdWords will recommend a target CPA. This recommendation is calculated based on your actual CPA performance over the last few weeks. When you create a new campaign, AdWords will recommend a target CPA based on your account’s historical conversion data.

When formulating a recommended target CPA, we’ll exclude performance from the last few days to account for conversions that may take more than a day to complete following an ad click. You can choose whether to use this recommended target CPA or to set your own.

GOOGLE ADWORDS IMPORTANT TERMS

1. QUALITY SCORE :
2. CLICK THROUGH RATE:
3. ABOUT AD RELEVANCE:
4. EXPECTED CTR:
5. LANDING PAGE EXPERIENCE

QUALITY SCORE:

QUALITY SCORE IS AN ESTIMATE OF THE QUALITY OF YOUR ADS,KEYWORDS,AND AD RELEVANCE,LANDING PAGE

CLICK THROUGH RATE:

THE NO: OF CLICK THAT YOUR AD WILL RECEIVE

ABOUT AD RELEVANCE:

DOES THE AD MAKE SENSE TO APPEAR WHEN SOMEONE SEARCH FOR A PARTICULAR KEYWORD.IT IS USED TO CHECK THE ADS THAT IS RELEVANT OR NOT FOR THAT KEYWORD.

EXPECTED  CLICK THROUGH RATE:

HOW LIKELY IS SOMEONE TO CLICK YOUR AD WHEN GOOGLE SERVES IT FOR THE KEYWORD THEY TYPE IN?

LANDING PAGE EXPERIENCE:

THE LANDING PAGES PROVIDES A CLEAR AND USEFUL INFORMATION TO THE CUSTOMER AND IT SHOULD BE RELATED TO THE KEYWORD AND WHAT CUSTOMER IS SEARCHING FOR .IT SHOULD PROVIDE PROPER MEANINGFUL CONTENT AND ENQUIRY FORM .

"SEO PROCESS STAGES FOR A PROJECT"

SEO Process Stages for a Project

1.       Check Website current status whether it is SEO friendly or not.

ie. Part -1 (Head Section) Part- 2 (Body Section)

For Example : Checking SEO Score for each pages of website using online Tools:

https://smallseotools.com/website-seo-score-checker/

2.       Collect information about keyword list using Google Adwords-Keyword Planner (Using Product & service information)

https://adwords.google.com/intl/en_in/home/tools/keyword-planner/

3.       Select keyword list & Select web pages of website for ON Page SEO.

For Example: You have chosen 15 Keyword list

Note: Choose long tail keywords too.

4.       Start ON Page SEO for selected pages.

Make ready page title, search engine title, search engine description & SEO Content for each pages which you have selected for ON Page SEO.

Note: for this Make research on websites which are coming on first page.

Check their page title, search engine title, search engine description & SEO Content.

5.       After doing ON Page SEO Check SEO Score of each page which you have optimized & improve if any error comes & again check SEO score & keep it up till all errors will be removed.

6.       Start OFF Page SEO for all pages.

A: Article Submission: & Create backlinks in article content for all pages of website.

B: Social Media Sharing of all pages.

C: Forum Signature, Quora.com..etc.

Note: Use Google Calendar for OFF page SEO Activity.

For e.g. on which day on which topic you will make an article posting.

https://calendar.google.com/calendar

7.       After  7 OR 10 days Start Checking ranking for keywords for which you are doing SEO. Using SEO rank checker tool.

https://smallseotools.com/keyword-position/

Google Adword CPC Introductions.

Google adwords cpc introductions

GOOGLE ADWORDS:

Google Ad Words is an online advertising service developed by Google, where advertisers pay to display brief advertising copy, product listings, and video content within the Google ad network to web users.

GOOGLE ADWORDS CPC OR PPC

CPC: What Is Cost Per Click? CPC is short form of cost per click ,which  you pay for each click on your  ads in your marketing campaigns.

TYPES OF CPC

•(1)Manual CPC

•(2)Maximize Clicks

•(3)ECPC (Enhanced CPC)

WHAT IS MANUVAL CPC

•With Manual Cost-Per-Click (CPC) bidding, you can set a maximum price on the cost of someone clicking on your AdWords ads.

•Example

•If you think it's worth 19rs to have someone visit your website, you can set 19rs as your max. CPC. You'll pay a maximum of 19rs when a person reads your ad and clicks it, and you pay nothing if they don't click.

•Let's say you create a text ad and set a max. CPC bid of  19rs. If 500 people see the ad, and 23 of them click to learn more, you pay only for those 23 clicks. Your max. CPC bid was 19rs, so you'll pay no more than 23 clicks x 19.

•Often you'll pay less than your max. CPC because with the AdWords auction, the most you'll pay is what's minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks.

MAXIMIZE CLICKS:

•Maximize Clicks automatically sets your bids to help get as many clicks as possible within your budget. 

Maximize Clicks, you set a target daily budget and the AdWords system automatically sets your maximum cost-per-click (CPC) bids on your behalf, with the goal of getting you the most clicks possible within that budget 

ENHANCE COST PER CLICK:

        (ECPC) automatically adjusts your manual bids to help you get more conversions, while trying to achieve the same cost-per-conversion.

•ECPC is available as an optional feature with Manual CPC bidding.

•With ECPC, you'll still have control over your bids just like you did before, but ECPC helps you by adjusting each bid based on how likely it is that a click will result in a conversion. If a click seems likely to convert, ECPC will raise your max CPC (after applying any bid adjustments you've set).

"TIPS FOR BETTER FACEBOOK PAGE ENGAGEMENTS"

1: Pose a Question

One of the simplest and most effective ways to kickstart a dialogue with your audiances is to ask them a question. Basically, you’re inviting a response. If fans can relate to the question and you find a way to leverage people’s interests or needs, they’ll find it hard not to answer.

Pair a question with an appealing visual 

Here are some questions to ask:

·        Specific: What’s your favorite…?

·        Tips: How do you…?

·        Experiences: What’s your favorite moment from experience/memory…?

·        Edgy: Do you think…? (controversial question)

·        Direct: Why do you…?

·        Events: Who is going/Who attended…?

·        Timely: Today is…, so what are you…?

2: Ask Fans to Make a Choice

A fun way to get your fans to engage with you is to publish a “this or that” post. Ask people to choose a side, pick a favorite, or make a choice between two things. An added benefit is that it can create a division among your fans, which can spark a dialogue in the comments.

Most of the time, those debates are good fun but be mindful of trolls. If you want to spark even more debate, you can always mix in a little controversy but avoid politics.

3: Post When Your Fans Are Online

People use Facebook at different times of the day. Some are on Facebook throughout the day, while others may only check it in the early morning or evening. If you’re randomly publishing a few posts each day, there’s a good chance some of your audience will miss them. By the time they check their feed, your content could be buried.

4: Share Relevant Images

A picture can say a lot more than a text post. A visually striking image can bring the rapid thumb-scroller to a halt. Images have proven time and again to improve engagement, especially when they tell a story or connect with the audience on a personal or emotional level.

The right images can help tell a story and encourage responses.

5: Engage With Other Brands

There’s no rule that says you need to limit your Facebook efforts to your own page. Wander the social landscape, post to other pages, and engage with brands when there’s synergy and a shared audience.

Engaging other brands can put you in front of a whole new audience.

6: Crowdsource Feedback

People love giving feedback. When you ask for input the right way, your audience will jump on board and be quick to respond. The added benefit is you can uncover opportunities to improve your business and delight your customers.

Strategic questions can boost engagement while eliciting the desired feedback.

7: Include a Call to Action

The standing rule for any kind of marketing is that if you want your audience to do something, you have to tell them to do it. Use a call to action in every post, whether it’s to prompt a comment, share, opt in, like, RSVP, or any other action.

8: Boost Your Best Posts

“People who like your page and their friends” or “People you choose through targeting.” You'll also be able to set your budget. You can chooseyour target audience and your budget.

9: Share Industry News and Hot Topics

Even your most loyal fans are interested in more than just your business. Sharing big news from your industry will show your fans that you’re not focused solely on promoting your business; you want to keep them informed about current topics. They’ll appreciate and respond to that.

Share news your fans will find interesting

10: Adjust Your Post Frequency

If your Facebook engagement is slipping, it might have something to do with your post frequency. Posting too little (say a few times a week) won’t help you establish relevance with Facebook’s algorithm and you’ll be fighting for space in your audience’s feed.

On the other hand, posting too often can hurt you, too. Facebook tries to show users the most interesting and relevant content from everyone they follow. If you’re posting a half-dozen times each day over a short period, expect a lot of your content to be missed.

11: Give People a Giggle

We all love a good laugh in our news feed. Lighten the mood for your fans and show them that you have some personality. Don’t overthink it; just do something to give your fans a chuckle. Keep their interests in mind and make sure the humor is relevant to your audience.

Even a touch of humor can spark engagement and shares.

12: Respond to Everyone

If you receive comments from your fans but fail to respond or acknowledge them, they’ll notice and stop engaging with you. It only takes a few minutes throughout the day to monitor your social activity and make a few quick or witty responses to fans who comment.

A little effort goes a long way toward making customers feel valued.

Consistent responses make fans feel valued and they’ll be more likely to engage with future posts from your page.

13: Solicit Fan Content

Encourage your fans to share photos on a given topic or photos of your products. This is a fun way to spark engagement and dialogue with fans. To go one step further, run a contest or offer a giveaway to encourage more shares and submissions.

Give fans a chance to be featured if they share their content.

Once engagement starts to climb, you’ll begin seeing even more image posts from fans.

14: Share Content From Other Channels

Unless you’re publishing the same posts to all of your social channels, you probably have a goldmine of content that users on other channels have never seen. Don’t let that content gather dust. Look over your content, videos, and images on other platforms (YouTube, Twitter, Instagram, Pinterest, and so on) and share the best with your Facebook fans.

This is a great way to fill a few gaps in your weekly posting schedule if you come up short on content ideas.

15: Go Behind the Scenes With Live Video

Visual content is much more likely to be shared on Facebook, and this is especially true for video. Facebook Live makes it easy to stream live video to your audience, anytime you like, to leverage that engagement.

16: Make an Emotional Connection

If you want to elicit a big response from your fans, publish a post that appeals to your audience on an emotional level. Share content and tell stories that pull at people’s interests, emotions, fears, and even their dislikes. Brand loyalty doesn’t come from a product; it comes from a customer’s joy at experiencing a shared sentiment or finding a solution that works.

Share content that connects with fans on an emotional level.

Emotion drives loyalty and engagement.

17: Provide Value

Anytime you share or post content to your Facebook page, ask yourself what kind of value you’re providing to your fans. The best way to get their attention is to make sure there’s a takeaway or something in it for them. At the very least, give them a good chuckle. At best, teach people how to do something, inspire them to take action, and add value to their life.

Give away value to build trust and engagement with your fans.

18: Tap Into Trending Topics

There’s a whole world of content revolving around us every second. Keep your ear to the ground for events and trends that might grab the attention of your audience. Work a relevant trending hashtag into a post to help boost organic visibility in social search.

Get creative to find engagement opportunities in trends.

Both Facebook and Twitter make it easy to see which topics are trending based on posts and discussions. Google Trends provides the same insight into trending topics based on search volume and published topics.

If you’re a local business, keep up with city, county, and state event calendars and watch for local trends that could be used in the same fashion.

19: Recycle High-value Posts

You’re not limited to posting only new content to your Facebook page. Occasionally dip into your archives for an engagement spike.

Look at your Facebook posts from a previous year and identify posts that created a substantial amount of engagement. Post that content again, but tweak it so it’s fresh. Recycling posts allows you to spotlightpopular content that some of your fans may never have seen.

20: Upload Native Video

YouTube is a sizable social channel, but if you’ve been sharing your YouTube videos to your Facebook page, it’s time to make a switch. Facebook’s native video allows you to upload videos directly to your page, just like photos, and the algorithm works in your favor if you do.

Native video is proven to get more engagement and views.

If you compare YouTube shares to native videos on Facebook, native video receives more likes, shares, comments, and reach.

21: Celebrate Holidays

If you factor in silly holidays, along with more serious awareness dates and traditional holidays, you’ll never run out of ideas for your Facebook content schedule. If it’s a more whimsical celebration, have a little fun with it.

Use well-known events for engagement and promotion.

Your fans might also appreciate knowing when they can get a good deal, like $1 hotdogs on National Hot Dog Day at Sonic. Find ways to add value to every post to spark engagement.

22: Share Valuable Curated Content

Your audience knows when you’re promoting your business, and if you do it too much, they’ll start losing interest. To mix it up a bit, source high-value content relevant to their interests. Be a helpful resource for your fans.

Share valuable content from authoritative, trusted sources.

Use a tool like Quuu to curate content for specific audiences. It’s free and pulls relevant hand-curated content. Alltop and BuzzSumo are also recommended for finding popular content to share.

23: Post a Quiz or Poll

While a survey can generate more serious engagement, a quiz or poll can be a little more lighthearted. Focus on current developments in your industry or topics that are relevant to your audience. This type of interactive content can drive substantial engagement, especially if it generates personalized results that can easily be shared.

A free tool like Qzzr makes it easy to create customized, engaging quizzes that you can post anywhere, including Facebook.

Share quizzes on relevant topics on your Facebook page.

24: Rethink Hashtag Use

BuzzSumo analyzed over 1 billion Facebook posts and discovered that posts without hashtags get more engagement than posts with hashtags.

While you should use hashtags for trending topics to boost visibility, use hashtags sparingly (or not at all) in all of your other types of posts. Don’t make the mistake of using multiple hashtags in the hopes of increasing your content’s visibility.

25: Use Audience Targeting for Organic Posts

You can target a custom audience for your Facebook posts just like you target a specific audience with your ads.

Like ads, segmentation can potentially limit your reach, but the upside is your content is more likely to be seen by the people you want to get it in front of. It also costs nothing to set up a custom audience for your organic posts.

Put your posts in front of the perfect audience.

If this option isn’t enabled on your page, here’s how to turn it on. Go to your page and click the Settings tab. Under General Settings, you’ll find Audience Optimization for Posts. Click Edit and make sure this feature is turned on. This custom audience option will now be available whenever you post a status update to your page.

Turn on Audience Optimization for Posts.

26: Host Contests and Giveaways

Not many types of posts can garner as much attention as a giveaway or sweepstakes. The greater the value and relevance of the reward, the greater the engagement and potential reach. The best part about giveaways is they could potentially cost very little.

Give away your own product or even a decent third-party prize, and your costs are limited. You’re only paying out of pocket for the cost of the prize, fulfillment, and whatever service you use to host the promotion.

Everyone loves free stuff and contests bring people out of the woodwork.