Paid Marketing Strategies | Google Search Ads| Facebook Ads| Digital Marketing | Manipal ProLearn |

Paid Marketing Strategies | Google Search Ads| Facebook Ads|  Digital Marketing | Manipal ProLearn |


Hello, welcome to this video on Digital Marketing. I am Gokuldas, lead performance marketing
team at Swiggy. Before I get into today’s topic, I want
to emphasise on why marketers should learn paid marketing. With the unfolding of modern technologies
and preponderance of Digital Marketing, businesses are doing all that they can to match up the
pace. Businesses are either changing their plans
of action into the digital one, or amplifying existing marketing strategies like content
marketing, organic socials posts etc with newer forms of digital advertising techniques
which is Paid Marketing. And the first question that may arise here
is- Why Paid Digital Marketing is important for your businesses. Its is important because, more than 50% of the
Business already had integrated paid digital marketing in 2018, 80% of the marketers believe
traditional marketing is not enough, and it also brings equal opportunity for all kind
of business, cost effective than traditional marketing, generate better revenues. Moving to our topic of the day, I am going
to talk about a few paid marketing strategies on Google Search & Facebook. Google Search: Google receives over 63,000
searches per second on any given day. A channel which can potentially get your business
before that many pairs of eyes. There is only one reason (a strong reason)
to invest in Google search. It’s the intent of a user. If you ask me which channel to start with
when you begin the digital marketing. It should be Search, because its pull marketing
and you already know what your customer is searching about. You can drive relevant traffic to your website/blog
through Google search which can be for visits, leads, subscription, purchase etc. The core strength of the Google search is
power to reach out to users who comes with intent for your product/services. And it is, extremely measurable at a granular
level, cost Effective and Highly targeted. How to approach Google Search Marketing? 1. Set your goals: Clearly define what you are
looking to achieve with your campaign. It can be leads, signups, sales on your site. Understanding these goals are very important
because they’ll affect how you set up and manage your campaign. 2. Do your research: This is where you have to
spend most of your time when working on a new campaign. 3 types of research to do: Keyword, competitive
and Audience research. Keyword: Use keyword tools to find the most
relevant keywords people are searching for your product/service/company. Competitive: Study the companies bidding on
these keywords in AdWords. Understand their approach on ranking, ad copy,
offers and websites to build a competitive plan. Audience: What are your customers doing online? Are customers buying and reviewing products/services/businesses
like yours online? Read their reviews. What do they love/hate about your competition? What are the deep needs/desires they’re
looking to fulfil? What emotions are they expressing? 3rd one is Plan a budget: This is harder than you think. You need to use all the inputs I just spoke
about to come up with an appropriate budget. 4. Inputs to determine the budget is search volumes,
estimated CPC, competition etc. Structure the campaigns and group the keywords
as per the themes: Once you have finalised the keyword set, the next step is to structure
the campaigns as per the themes. It can be like this Brand, Product specific,
Item specific, generic keyword set, competition etc. Once you have set the campaign level structure
now the most critical part is grouping the keywords into semantically related keywords. The best rule of thumb is to use no more than
20 keywords per ad group to create matching ad copies. 5. Choose the right keyword match type as per
the objective: There are 4 types of keyword matches. Exact, broad, Phrase and Broad match modifier. Choose them basis the control in which you
want the ads to appear when search triggers. 6. Go With Relevant, Unique, Proven Ads: Be highly
relevant to the keywords, Stand out from the competition with different offers, proposition
etc and reflect the messaging/offer on your landing page. 7. Make sure to use negative keywords: If search
terms that aren’t relevant trigger your ads, then add those terms as negative keywords. 8. Set your bid based on estimations (clicks,
conversions etc): 9. Track and Optimise: Whatever the goals for
your campaign, track your results and compare your key conversion data with your goals on
a regular basis and make the necessary adjustments to your campaign. Last but not least, according to me, use search
marketing to convert the low hanging fruits which are already in the consideration stage. Facebook Ads: Access to over 300 million users
on Fb and 100 million on Instagram. Wow… Also, it’s a channel which can slice and
down the targeting at almost every possible way to target a user starts from location,
age, devices, behaviour, occasion, job, status and what not? A powerful medium which can reach out to the
specific user that your brands want to talk to. We don’t need to think twice of including
these channels when you make your media mix. There are businesses which have just built
only through Facebook marketing. One of the core strengths of Facebook advertising
is the most targeted form of advertising. How to approach Facebook Marketing:
1. Pick Your Campaign Objectives: Various campaign
objectives available to achieve a different Business objective. Some of them are Reach, Traffic, Leads, Conversions,
App Installs, retargeting etc. 2. Define Your Target Audience: Unlike other
channels, the biggest benefit of Facebook ads is the ability to target specific people
who are most likely to buy. Businesses can define audiences based on specific
parameters such as: Location, age, devices, interest, demographics, lookalike, custom
audience etc. 3. Pick the right type of ads: Many brands get
confused or spoiled by the endless choice they have when it comes to choosing the ad
type. Consider three different strategies: Awareness,
Consideration and Conversions. These goals will ultimately determine the
direction you take with your ads, including the creatives and ad types that you choose. 4. Importance of Creatives: Most brands keep
it at its last priority when it comes to creative for digital marketing. As Facebook and Insta are the channels where
users engage with the content, its very important to pick the right creative as it has the power
to change the game. Here are some key creative tips for your Facebook
advertising strategy. It should be entertaining, offers a discount,
teaches something, references my interest, tells a story, comes from a brand my friends
like. Also, Come up with a compelling call-to-action
to drive the action 5. Test and track your campaigns: There is definitely
a learning curve involved to figure out how to navigate the platform first. This is exactly why I encourage newbies to
run smaller test campaigns to get their feet wet and adjust before blowing out their budgets. Here are some of the test that brands can
do: Budget optimization, creative level split test, lift study etc. er revenues. Hope these tips help you improve your paid
marketing strategies on Google and Facebook. You can reach out to me on LinkedIn at @gokuldask Also, If you are looking to start a career
in Digital Marketing, you can check out Manipal ProLearn’s Digital Marketing programs at
www.manipalprolearn.com

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