All posts by brainwork

PAY PER CLICK MARKETING: SOME OF THE BIGGEST UPDATES BY GOOGLE YOU NEED TO KNOW

There is a lot of buzz in the digital market about pay per click marketing and Google AdWords. Last year, there were lots of updates by Google that were highly appreciated by the users and the trend continues in 2019 as well.

At a recent marketing live event, Google announced a host of brand new features. Here is brief of all the updates that will be introduced by Google later this year:

Discovery ads: With the help of this new update, the user can create a new Discover campaign in Google Ads that are visually appealing and can also publish them within Discover feed on android apps, YouTube feeds and in Gmail under the social and promotions tabs.

As per statistics by Google, Discover feed has successfully reached 800 million users worldwide. Google is all set to make this new update live globally by the end of this year.

Gallery ads: This interesting update allows you to include a maximum of eight images in gallery ads with a scrollable option similar to Instagram ads. When a user clicks or swipes through the images, he will be charged, advertisers are liable to pay for these on a CPC basis.

Google claimed that with the help of Gallery ads, the advertisers witnessed a 25% more interactions as compared to other search ad units. Currently, these ads feature is not applicable for desktop users, however, Google assured that the desktop users will be eligible to implement this feature in the coming future.

Showcase Shopping ads: This ads feature came into existence in 2016 that permits the advertisers to showcase a curated list of products besides their brand products. This year the feature has been updated so that the advertisers are able to showcase the list of products Google Images, the Discover feed, and YouTube feed.

Showcase Shopping ads basically comprises one main image and a series of smaller images so that the retailers are able to showcase a handful of products. These shopping ads also carry information about the locality and stores that have the featured products. Moreover, shoppers will have an exclusive homepage on the shopping tab so that they are able to easily filter out all the products based on different categories. The shoppers can also watch the videos uploaded about the products and its features.

App deep linking: If an advertiser has the marketer’s app installed, then the shoppers can experience a seamless shopping process with express check in and check out. In the near future, Google is planning to offer personalised services on this update, only if the advertiser has linked this feature with Google Analytics for Firebase.

Google Express: This new update is nothing but a redesigned version of Google Shopping destination. The feature was redesigned to deliver a seamless, standardized and improved experience for customers. Customers will now the complete freedom of buying on merchant sites directly from Google. What’s interesting is that Google will manage all the transactions.

Yet another fascinating feature is that Google will allow people to buy products that are advertised through YouTube videos. This brave move will directly put Google face to face with Amazon, who have already been warring on smart home technology.

Why Digital Marketing Cannot Be Ignored in 2019?

With the number of internet users growing at an astounding rate, the digital marketing industry in India is witnessing an exponential rise. Today, you can find several companies offering digital marketing services in every nook and corner of the country. One of the main reason why companies are adopting digital marketing service is that it provides different tools to analyze the result instantly. Simply speaking, digital marketing is a result-oriented approach to growing your business.

As per a recent study, India is the second largest country after China in the field of online marketing. Moreover, with the Indian Government promoting more and more “Digital India” programs, the future of digital marketing in the country is bright. Below is a list of digital marketing services in India that are trending in 2019:

  • Content Marketing
  • Search Engine Optimisation
  • Social Media Marketing
  • PPC Campaigns
  • Email Marketing
  • Inbound marketing
  • Web analytics and reporting
  • Video Marketing
  • Lead Generation

Top two benefits of investing in digital marketing:

Brand development: Digital marketing provides various opportunities to talk directly to your customers through Facebook comments, responding to a tweet or even sharing your views through forums.

High exposure: Facebook, Instagram and Twitter and a few other social media platforms are indeed a great way to announce your new product or share content instantly.

Brainwork is a social media agency offering professional digital marketing and SEO services to boost your online presence across different social media platforms. As a reputed SEO Company in Delhi – we guarantee maximum ROI and drive more user traffic towards your business.

The 7 Ps of Digital Marketing

Internet marketing is continuously evolving and is getting revolutionized every now and then. Therefore, to increase your probability of success in the field of marketing, it is extremely important that you have a complete understanding of all the 7 Ps of marketing tactics:

  • Price:

Price is nothing buy the amount paid by the customer for the service provided. Organizations must develop the habit of continually examining and re-examining the prices of the products whenever needed. If you wish to stay in the race of the fast-changing marketplace, then be open to revising your product prices as per the competition in the market.

  • Place:

The place is referred to the location of the product where it has been seen, made, sold or distributed. Some companies prefer direct selling by sending a salesperson door to door while some opt for online marketing.

  • Product:

Creating and delivering the right products as per the customer requirements and demands is extremely important. Therefore, appropriate research and estimation for the current product demands in the market are extremely important.

  • Promotion:

Promotion of your product is a vital part of any business. You must develop and implement various innovative campaigns to deliver a consistent message through your advertisements so that you are able to grab extensive attention from the right customers.

  • People:

People are crucial for the success of any brand or company. You will need to hire the right human resource that is capable of delivering excellent results and are able to answer all the queries of the customer. It is also highly important to have a group of people who can share genuine feedback about the products through forums, blogs etc.

  • Process:

The process is all about the service is provided to the customer. The actual reputation of the company is based on how fast and efficiently the products are delivered to the customer. Having a streamlined process at all levels is a huge competitive advantage.

  • Physical Evidence: 

Delivering customers, a beautiful experience is the prime mission and vision of any organization. If you are running a restaurant, then you need to ensure you are standing out from the rest by offering the incredible ambiance and remarkable hospitality where the customers can enjoy a wonderful dining experience.

By understanding all the fundamental principles of these 7 Ps of Digital Marketing, you are likely to stay ahead in the competition and move forward profitably.

How TikTok and Spotify could win through location based marketing

A huge amount of Generation Z and the millennial population are active users of digital music and entertainment apps. These audiences can only be appealed through creative branding concepts and smart yet subtle advertising. Location Based Marketing (LBM) is the perfect strategy for upcoming brands like TikTok and Spotify to target their audience and increase their reach. The marrying of digital experiences with the physical world of entertainment and monetizing this phenomenon in exchange of personalization is the key takeaway of these brands. Thus LBM would exponentially expand the market with its innovative potential of technology.
Spotify, Swedish award-winning digital music platform that provides access to more than 40 million tracks with more than 207 active monthly users and 96 million paid subscribers. Operating under a ‘freemium’ based model, heavy advertising is necessary to sell premium streaming subscriptions to users. Spotify going local to market itself to people on a much more personal level is a great strategy. For example, partnering up with Starbucks to create playlists of music by people at different locations of Starbucks around the world is a great opportunity to promote their app.

Many music festivals are also targeted to enhance traffic and subscriptions. Another instance of location-based marketing would be the advertisement where Spotify mentions the number of people killed in New York while wearing headphones the previous year. The term “Safety” was used in order to popularise the app and increase brand affinity while addressing social concerns through the listener’s perspective.
TikTok, an app owned by ByteDance, allows users to lip-sync popular audio clips, songs and dialogues. Many attractive features like personalizing videos though filters and live challenges through hashtags contribute to the achievement of one billion downloads in the stores. A very dynamic marketing strategy is needed to promote TikTok to all kinds of audiences.

Location-based marketing proves to be an ally here due to a large number of users in every part of the world. Using local artists and celebrities to promote the brand and selling localized merchandise are creative examples of marketing. Another innovative mass idea was to create contests in various parts of the world through hashtags promoting brands and identities on a local and global level.
A user’s whereabouts, routine, lifestyle through location sensitive technology and partnerships of brands combined is the perfect recipe for an immensely effective, personal advertisement that can appeal to millions together.

The Importance of Understanding the Intent of SEO

SEO has kept marketers on their toes with the ever-changing algorithms of Google and the innovations in search. A search is an evolving tool and the dynamics of the industry require one to adopt the latest strategies in order to be successful. A lot has been spoken about the search intent but not many are aware of the same. There is intent behind the keywords which are used for SEO and there are two questions that the client needs to answer. One is where should your site rank and the other is what will the rankings help you accomplish? These two questions can help drive the intent and analyze the audience before the keywords and themes are finalized for SEO strategy.

There are different types of searcher intent which is basically the “why” behind any given search query. The same can be categorized into four- informational, commercial, navigational and transactional. Informational intent meets the needs of people who are seeking to learn more about the topic or subject. Navigational intent is for people who know about the company but need help to reach their page or website. Commercial intent is for those who seek a mix of informational and transactional. The searcher wants to make a purchase but also needs more information about the brand or product. Lastly, transactional intent is the most commercial intent there can be. It helps searchers who are looking to make a purchase.

Understanding searchers’ intent is very crucial for SEO. It will help build a strategy that caters to the consumers and the business. Search engines are becoming sophisticated day after day and it is important to measure how a page will rank on the search engine. Every marketer needs to get answers to the two questions mentioned above so as to build an SEO strategy that will help accomplish results. An SEO strategy created without understanding intent will only cost money and give average returns.

Google rolling out more features for responsive search ads, adding 10 languages

Responsive search ads are a dynamic combination of descriptions and headlines which help reach out to target consumers and Google has added new features to the same. RSA is important for every advertiser and the addition of new features show that Google lays prominent importance on the same. Google has rolled out four reporting as well as new feedback tools for responsive search ads. These features will make a strong impact on your ad searches. Details about the new features are listed below.

  • There will be suggested descriptions and headlines which will create new responsive search ads and it will roll out in English at the beginning followed by other languages.
  • In order to make it easier to create responsive ad searches, Google will also start importing the headlines as well as descriptions from the existing texts ads in an ad group and it will be rolled out in the coming months.
  • You will be able to add beyond the minimal descriptions and headlines in order to increase your score. The ad strength dial will update in real time.
  • You can view the ad strength updates in your Status column under the UI so as to see if the ads are disapproved or whether you are losing impressions.

The features show that responsive search ads are here to stay and will continue to make an impact in your marketing plan. Google will continue to make investment in this format and the tools, which shows that advertisers should embrace the same at the earliest. If you move early, you will be able to see the best results by experimenting with different features. Responsive search ads are available in Turkish, Danish, Norwegian, Italian, Portuguese, Dutch, Swedish, Japanese, Polish and Russian.

Google redesigns the Assistant for touch and digital transactions

Google Assistant made its debut a few years back and since then most of the interactions with the Assistant include touch and voice. Google has given a makeover to its assistant on phones and it has made it easier to get things done for the users regardless of their preference to use their hands or voice or a combination of both.

The new Google Assistant design merges the text and talk on the phone while providing the most relevant information when you need it. All you need to do is ask Google Assistant for something and then use the images, buttons and sliders to interact. This will help you find results within a few minutes.

Their new phone design includes wider visuals that are easy to glance at, it has new sliders and controls that can easily handle the smart home devices and you can use these sliders to control the volume of the smart speaker or the dials which can help regulate the lights to the right brightness. Additionally, it has an interactive messaging interface which allows you to use your fingers in order to change a word or add a comma and make any other quick edits while you compose messages.

Incase of Android phones, it is also easier to access an overview of the day. All you need to do is open the Google Assistant and swipe up in order to get organized data which is based on the time of the day and your interactions with the Assistant. For those who own a Google Home device but have not used the Google Assistant on their phones, you can now use the device and find out how the touch and voice work together. You can ask the assistant to help you look up at your work and you will notice that it is much easier to do it now.

 

 

Google’s August 1st core algorithm update: Who was impacted and to what extent?

Google updated its search algorithm on 1st of August and here is everything you need to know about it. This broad core update by Google focuses on medical and health sites. But many sites apart from them are also impacted by the update. There is basically nothing you can do to fix your site but you can offer great content and a unique experience to the users. The update is known as Medic Update because it focuses on the health and medical space. Google has stated that this is a broad, core update and it does similar updates many times each year.

There is no particular method you can use to fix the pages. Instead, remain focused on building great content for the users. Google stated that some sites could notice drops or gains. The changes introduced into the system are benefitting the pages which were previously under-rewarded. This rollout will impact all Google search results across different regions and languages. 

Who was impacted?

This is a global update which means every type of site has been impacted. However, it has been noted that there is a focus on medical and health sites in addition to entertainment and gaming niches. It has also impacted ‘Your Money, Your Life’ sites. These sites are focused on money and life.

What can you do?

Now that you know there is a change in the Google’s algorithm, there is nothing you can do to fix it. There is no solution to the same but Google suggests that you improve your website, create better content and make it a unique experience for your users. This could lead to a better ranking of your site on the next update.

 

YouTube Offers New Ways for Creators to Make Money

The online video sharing platform YouTube has always been criticized for not compensating the creators. The platform will now allow the creators to set up their paid channel memberships. Majority revenue at YouTube comes from advertising which will still remain a focus. But the company is thinking beyond ads now. The creators will be able to make money through different ways and opportunities.

The viewers will be paying $4.99 every month for the membership of a channel. It will provide them access to the exclusive content which includes live streams, shoutouts on channels which have more than 100,000 subscribers and extra videos. Creators can sell merchandise like apparel on their channels as well. The merchandise will appear on a shelf below the video with up to 12 products available at a point of time. This will not cost anything to the creator and every sale will help them generate income. With regard to channel memberships, a channel needs a minimum of 10,000 subscribers for it to be eligible.

Currently YouTube returns a small part of the revenue generated from advertising to content creators who have constantly accused the platform for not paying them enough. The site has stiff competition from other platforms that use more and more video. With more than 1.9 billion users, YouTube is one of the top online video sharing platforms in the world. This move will give an opportunity to artists and influencers to make money through their video channels. One of its biggest competitors is Instagram that has recently introduced IGTV. The increasing number of users on Instagram could be a threat to the popularity of YouTube. With an opportunity to make money, YouTube has offered a reason to the creators to continue sharing their videos on the portal.

WhatsApp business could help product listings through catalogue feature

A feature on WhatsApp Business will allow businesses to showcase their products in an online catalogue. A screenshot that shows this upcoming catalogue feature was leaked online and first spotted by WABetaInfo. Businesses will be able to enter particular product information in the product page. The details include a title, description, stock keeping unit number, link and the image of the product. However, it will not allow direct transactions for the buyers and sellers on WhatsApp but will enable the business owners to improve the sales options and allow expansion of their consumer base. WhatsApp could earn from each listing and it could help the businesses reach out to the consumers in a unique manner.

The possibility of this feature could also be expanded to regular WhatsApp which has more than 1.3 billion users across the globe. WhatsApp will soon release a big update for the Business app which might include the catalogue feature. Businesses will be able to show their products to the consumers on the online catalogue and the same will also be visible on the normal WhatsApp application. Launched this January, WhatsApp Business caters to business owners across six countries including India, Mexico, UK, US, Indonesia, and Italy. The app has more than 3 million users across the globe. WhatsApp Business is currently restricted to the Android platform but they are working on an iOS version as well.

If the product catalogue feature is added to the application, it will work as a boon to business owners. Most consumers use WhatsApp and would prefer browsing through products on the app. Business owners will also be able to immediately handle any queries from the consumers and it will help boost sales in a cost-efficient manner.