Categories
Google Ads

How to Set Automated Bidding Strategy Like a Pro ?

The automated bidding or Smart Bidding is the kind of bidding strategy in which google advanced machine learning is used to optimize bids according to the past data, user behavior, interest, and many other factors. Automated bidding strategy is a very useful strategy, if you use it properly, you can earn a good ROAS on your campaign.

In this guide, we will briefly explain to you how to efficiently utilize an automated bidding strategy.

Automated Bidding

Automated bidding is a bid strategy in which an AI works for you to get maximum results within the same budget. In this strategy, Google automatically adjusts bids for you to get the best performance and results. Google Automated bidding strategy is only profitable when you have old historical data. This data helps Google to understand and get more business within the budget. The automated bidding strategy depends upon your keywords, demographics, audience targeting, ad-copies, goal type, age, landing page experience. If an advertiser wants to successfully run an automated bid strategy then they may have to take note of these points in mind to get most of the automated bidding strategy.

In general bidding strategy the advertisers have two main concerns about their ads:

  1. Whether their bids are high enough to beat other advertisers during the auction.
  2. Whether the ads are shown to the right audience or not.

These two main concerns can be easily solved by automated bidding strategies. If you’re using automated bidding strategies then you don’t need to update bids as google will adjust bid automatically in the auction as per your goal. On the other side, automated bidding strategies have their drawbacks also, you cannot use automated bidding strategy for following ads recent events, media coverage, weather, or flash sales, all of which can affect ad performance (e.g., increased brand recognition because your company name was mentioned in the news).

You can use an automated bidding strategy for Search, Display and Shopping Campaign.

Smart Bidding

Smart bidding or Automated bidding are the same, these bidding strategies use machine learning, campaign historical data to optimize the campaign and get results accordingly.

Smart bidding uses machine learning to get the maximum result in the proposed budget by tracking and analyzing data. The bid increases or decreases depending upon the user. For example: If the user is highly interested in the ad and most likely to convert then google increases the bid.

Requirements and recommendations

To run a campaign with smart bidding, you will require historical data depending upon which type of bidding you are using. For target CPA or target ROAS, you have at least 30-60 conversions in the last 20 days.

Note: Before implementing all of it, it is important to ensure your conversion tracking is working properly so that your smart bidding strategy gives you the desired results.

There are six different automated bid strategies:

  1. Target CPA
  2. Target ROAS
  3. Maximize Conversions
  4. Maximize Conversion Value
  5. Target Impression Share
  6. Maximize Clicks

1. Maximize clicks

  • Goal: Increase site visits, phone calls, and traffic.
  • Available In: Search campaigns, Display, and Shopping campaign.
  • Description: The strategy aims to improve and increase the traffic to your website. Maximize click uses automated bidding strategy on campaign level in which a user can decide the maximum CPC(optional) or it can ignore it. Google will automatically set a bid according to the user and historical data.

Best Used When: To get maximum out of it, use maximize click when you are getting a conversion and tracking accurately and want to scale more. This bidding strategy leads you to get maximum visitors to your website.

Note: Avoid using maximize click strategy for your fresh campaign as you will not get a fruitful result.

2. Target cost-per-acquisition (CPA)

  • Goal: Increase your conversion with target CPA
  • Available In: Campaigns and ad group level.
  • Description: Target CPA automated bidding strategy is used to improve the CPA and increase the number of conversion at the target CPA. In the automated bidding strategy, you have more control as you can set your bidding strategy at the ad-group level.

Best Used When: Target CPA helps to maintain cost per conversion, if you are getting conversions, but your CPA is high and you want to decrease the CPA then target CPA bidding strategy comes handy and helps to decrease in CPA and maintain the conversion flow. You can use the target CPA bidding strategy if you are getting 30-40 conversion in the last 30 Days. If you are using a target CPA in your fresh account then it will only eat your budget without giving you the desired result.

3. Maximize Conversions

  • Goal: Get maximum conversion in your Budget
  • Available In: Campaigns, ad groups, keywords
  • Description: With a maximum conversion bidding strategy, Google automatically adjusts your manual bids to help you generate more conversions at the same cost-per-conversion.It helps to maintain the cost and get maximum conversion out from the budget

Best Used When: you are getting a few conversions after optimizing your campaign and the conversion is not increasing, then you can use maximize conversion bidding strategy which helps you to get an increase in conversion.

Note: Only use when you have 40-60 conversions in the last 30 days.

4. Target return on ad spend (ROAS)

  • Goal: Get target ROAS with this bidding strategy
  • Available In: Search Campaigns, Shopping campaign
  • Description: It’s a very useful bidding strategy and a very effective one. In this bidding strategy, you can target your desired ROAS and google will adjust your campaign and get conversion accordingly.

Best Used When: Target ROAS is a very useful and most effective bidding strategy as it maintains your target ROAs without increasing the cost or CPA. If you want to get maximum out from this bidding strategy then use when you are getting 60-70 conversion in the last 30 days.

5.  Target Impression Share

  • Goal: Get top impression share with this bidding strategy
  • Available In: Search Campaigns
  • Description: This bidding strategy is useful if you want are targeting only to get maximum impression share in google ads. There are sub-choices to select in this bidding strategy i.e Absolute top of the result page, Anywhere on the result page, and top of the result page. You can select according to your needs or use of purpose.

Best Used When: This strategy comes in handy in many ways, one of which is if you’re targeting your cold audience about your products or services. In this bidding, strategy google optimizes your bids according to your targeted impression share and get you maximum impression reach.

As you go through the guide it seems automated bidding strategy is very easy and useful to use, that’s right but we all know there are pros and cons. Before implementing the strategy read must this is very important so that“Your ad-spend counts in investment, not in expense”.

Automated bid strategies in Google Ads are a fantastic way to save time while utilizing algorithms to optimize an account, but only when evaluated and chosen wisely.

Each of the automated bidding strategies we’ve talked about in this guide – bidding, ads, and keywords, or other settings– can have its place in any account, but only if it’s the right fit. They’re not a one-size-fits-all solution, but there’s also no excuse for “set it and forget it.” Once these strategies are being implemented in an account, keep a reminder to check in on them to ensure they’re still accomplishing the goals they set out to hit.

Categories
Content

10 Awesome Content Marketing Tips That Actually Work (Updated 2019)

4.2 billion Internet users and counting. That is your customer base and if one thing that has the potential to acquire these many customers, it is content. Not only the written words but the images, graphics, gifs, videos, and everything that you see on a web page is a part of the content marketing tips and strategy.

To use the wide expanse of content to your benefit and to ensure that you have the right targetting procedure, follow these time-tested tips for content marketing. Some of these are generating good content consistently, empathizing with your target audience, performance tracking, content structuring, Value proposition of the content, staying updated with the Google Algorithms, and backlinks.

Without further ado, let’s talk a bit more about these marketing tips to increase your content outreach.

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Effective Content Marketing Tips For 2019

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Ideation and Brainstorming

This is where it all starts, the very first of the content marketing tips to help you rank today. Cooking up ideas to generate content that resonates with the end-user. Think over it, discuss it with others, and know what type of content will rank. Better ideas mean that you are providing something unique to the user. Generate new ideas and assure that you are telling the same story that everybody else is telling in a different manner. 

Good Content never fails to impress: An article or a blog post damaged with grammatical errors is a big threat to any strategy. The quality of your content has to pass all the barriers and then come ahead of others and this feat can only be achieved if you provide an error-free piece of content. 

Reiterating the fact that content is not only about written words, but it is much more than that. It is imperative that you keep the user’s interest in check all throughout the article. Never ward off the subject line. 

Know that producing good content may take up resources in terms of time and money, but keeping the ultimate goal in mind, this is the price that you have to pay. 

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Hitting bullseye

This means that you need to hit the target audience right in the middle of the red spot. And to do that, understand the USER INTENT, remember these two words. User Intent is one of the most important yet less implemented marketing tips to rank the content. 

User intent personifies why a user is searching for a specific keyword. You need to frame your article as per that intent. Assuming that a user wants to open a bar in the city. What will your content target?

    • Location
    • Prices
    • Process
    • Equipment

Is that all? What about telling the user about the market competition, about the sources from where he/she can obtain capital, the necessity such a venture in the city, and other such questions that every user has set in their minds. 

You need to answer all these questions in your piece of content. Understanding the user is one of the best content marketing tips that you can find out there. 

Therefore, understanding why a person wants to know about something is equally important as providing them with the relevant information. 

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Know where you stand

Just providing good content which is based on the user intent is not enough. You have to know its performance too. Google Analytics is one such tool that will let you know everything about your published content. Conversion rates are essential if you want to know whether or not your content is creating some magic. 

Performance tracking metrics like lead generation, sales conversions, likes, retweets, forwards, bounce rates, open rates, and whatnot. Each and everything points to a distinct trend and you need to identify that trend. One of the most actionable content marketing tips is that you need to know which type of content is reaching out and which is not. This will give you a heading to work more in one area than the others. 

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Value Proposition

What value are you creating with your content for the user. The ultimate aim for every content marketing activity is to rank on Google SERP. There are a lot of ways to do so, but the ultimate aim has to come on Google Snippets. That has to be your approach towards creating content. Google Snippets has become a deciding factor which tells the user that this featured article solves the most important question the user has to ask. 

Featuring on the first pages of popular search engines will get you more traffic. Almost 75% of the users have never visited Google Page 2. Now imagine the power of a Google Snippet which answers the reader’s question in the first search result itself. 

Your content has to create value for the user, it needs to solve a problem, answer a question, satisfy their intent. 

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Structuring the Content

Storytelling is a big part of content writing, but it is not as big a part of content marketing. That is why the structure of your content needs to resonate the subject line. Take the reader from point A to B in a smooth sequence and with a set pattern. 

One of the best content marketing tips that you should know is that your content needs to satisfy the user in the beginning and answer the main questions first. Then comes the in-depth information and at last you can add data and metrics. 

Following this reverse pyramid strategy will get you ranked, help increase your outreach, and reduce the bounce rate. 

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Google Algorithms

4 million. That is a huge number, right? These many blogs are published on the web every day. To tackle this mountainous task there are Google Algorithms which filters the pages on the basis of various metrics. This includes variables like length of the content, keyword placement, density, and variation. 

In the above sections, we have talked about the inverted-pyramid of content structure. This new structure is manifested after the updated algorithms. Today, Google wants you to answer the key question right away and then explain it gradually. 

Plus, the content length is not a deciding factor to rank the content, it is the number of backlinks that you can generate. Remember this content marketing tip “Backlinks make you Rank”. 

There are a lot of such pointers to help you become a better content marketer. Hence, stay updated with them just as we are helping you stay updated with 2019 tips for content marketing.  

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Generate Authority

The next marketing tip for your content relates to interlinking your page with other pages to develop authority. Building backlinks for your website will help you rank better because backlinks is one of the most important aspects looked at by Google. 

More the number of backlinks higher will be your connectivity with authority websites. This helps your website rank better and allows the other website to general audiences.

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Data speaks for itself

We have earlier talked about the content structure and how it has inverted. Yet another powerful content marketing tips for 2019 is to provide more and more data. Structure wise, it has to come at last. But when it is about quality, your data has to paint a true picture in front of the reader.

It is popularly said that data is the oil, and to portray the truth behind your content, back it up with data. Another one of the important marketing tips for content is that include links to the data provided. Initially, it will help you state the truth and earn the reader’s loyalty. Along with it, you will also build up your authority with good backlinks. 

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Email outreach

Lastly, we will talk about content distribution and how to amplify the efforts that you have put into writing. Email outreach is the first of many effective tips for content marketing under which you can target specific individuals. 

Emails are backed by your ability to understand the audience and know what type of content they want to see or read. Hence, it is imperative to build a funnel for your content distribution and follow it through for desired results. 

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Social Outreach

Addressing your target audience via social media will be fruitful if you know what type of content goes where. For this, you need to select your most promising social channel and then target the leads from it. 

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Some Raunchy figures to enlighten your way ahead

Before bringing this discussion on content marketing tips to an end, let us know some facts. 

  • Hubspot says that regularly updating the blogs will get you 67% more leads in a month. 
  • Content marketing is a type of organic marketing and costs 62% less than paid or advertising form of marketing. 
  • And since content marketing is more natural and a subtle way of marketing, it has a better trajectory of targetting the right audience. 

Conclusion: 

A good piece of content has the authority to 6X more traffic than a normally paid advertisement campaign. That is why it is essential that you follow these content marketing tips and ensure impactful results. In the end, also make it a point to renew your old content and indulge in remarketing campaigns. 

Categories
personal branding

What Is Personal Branding – All you Need to Know!

In the era of ‘Digital Times’, Personal Branding has become an In-Thing within no time with the launch of bio’s on social media platforms like Linkedin, Facebook, Twitter etc. If in case you were wondering that Facebook & other such synonymous social media forums aimed at connecting you to your long lost friends and family members separated by miles of distance, here, break that thread of thoughts right now!

Enter the Parallel Universe that runs with yours & sees what goal oriented working professionals in the other part of the world are up to via these platforms.

Personal Branding!!! Yeah, this powerful weapon to conquer the virtual digital war in the current times amongst the leading big shots has not only boosted up the growth opportunities for them but also has carved a niche for itself in the minds of those who are eager to learn, adapt and grow in the fast-changing ever-evolving world.

So, what exactly Personal Branding is all about?

To deal with this dilemma, let us take for example “Warren Edward Buffet.” The American Business Tycoon who took the world by storm by becoming the most successful investor in the world at all times. Currently serving as a Chief Executive Officer & Chairman of Berkshire Hathaway, this Captain of Industry has nailed the art of not only promoting his company but the ideas behind the same that led him to become this ‘Big’ in the sands of time.

This promotion of ideas, the struggles and failures that led to becoming what he is at present amalgamated with a strong persona that reflects in his aura, this is exactly what is ‘Personal Branding’ in the true sense.
Now, people might not actually know about the name of his present company or the number of shares he owns at present, but definitely, “Who Warren Buffet is?” now turns out to be a black eye in the name of a question!

That’s the power of branding that a person and his persona which is perceived in the world claims to possess !!!

It is very important to have your digital marks in the sands of time to have an ever-lasting impression of your selfhood in the professional world. In personal branding, people market themselves via various means to reach out to a wider base of a targeted segment of the society by portraying their ‘Careers’ not as meager jobs or business but as ‘Brands.’ Brands are an outward projection which reaches out to the minds of the consumer even though they know nothing about it.

For instance, a formal white shirt could either be bought from a local vendor or from a ‘Lacoste’ Store, what hits our minds instantly when we think about Lacoste is good fabric, better fit and of course ‘The Green Crocodile.’
Put yourself in their shoes and realize how valuable it could become if your business is your brand and not any celebrity but you are its ‘brand ambassador.’ Once, you realize this aspect deeply, there is no looking back from pursuing what we call as “Personal Branding.”

Therefore, deep self-introspection followed by passion towards achieving your desired goals in the right direction closely fused with “Personal Branding” is the present day ‘digial mantra’ of success for every ‘would be the future tycoon.’ Rest all is a passe.