Seminar on

AN OVERVIEW ON DIGITAL MARKETING

Submitted to
the faculty of Engineering and Technology of
Kakatiya University, Warangal
in partial fulfillment of the requirements
to award
Bachelor of Technology
in
Information Technology

By
BHONAGIRI JAYA KRISHNA[B16IT013]

Under the Guidance of

B. KIRAN KUMAR
Associate Professor

Department of Information Technology

KAKATIYA INSTITUTE OF TECHNOLOGY & SCIENCE, WARANGAL-15
(An Autonomous Institute under Kakatiya University) 2018-19

i
 CERTIFICATE

This is to certify that B. JAYA KRISHNA (B16IT013) of V- Semester B.Tech

Information Technology has satisfactorily completed the Seminar

entitled “AN OVERVIEW ON DIGITAL MARKETING ” in the partial

fulfilment of the requirement of B.Tech degree during this academic year 2018-2019.

SUPERVISOR CHAIRMAN, DSEC

B.KIRAN KUMAR Dr.P.KAMAKSHI

Associate Professor Professor & Head, Dept. of I.T.

ii
 ACKNOWLEDGEMENT

I wish to take this opportunity to express my deep gratitude to all the people who have
extended their cooperation in various ways during my Seminar. It is my pleasure to
acknowledge the help of all those individuals.

I thank Dr.K.Ashoka Reddy, Principal of Kakatiya Institute of Technology &

Science, Warangal, for his strong support.

I thank Dr.P.Kamakshi, Professor &Head, Department of Information Technology for her

constant support in bringing shape to this Seminar.

I would like to thank my supervisor, B.Kiran Kumar, Associate Professor of Information

Technology for his guidance and help through out the Seminar.

In completing this Seminar successfully all our faculty members have given an
excellent cooperation by guiding us in every aspect. All your guidance helped me a lot and I
am very grateful to you.

B. Jaya Krishna
(B16IT013)

iii
 ABSTRACT

In this world of digitalization, digital marketing is a vogue that is sweeping across the whole
world. The trend of digital marketing is growing day-by-day with the concepts of Internet
marketing that is turning into an important platform of digital marketing along with the
electronic gadgets like mobile, tablets and smart phones, gaming consoles, and many such
gadgets that help in digital marketing. Digital marketing has created a nice market in online
stores competing with the conventional stores showing the power of online marketing. This
report analyses how digital marketing created an array digital and online marketing strategies
to succeed and a few years from now it will be eventually seen that the conventional
marketing being replaced by digital marketing. Digital marketing is going to be top on the
agenda of many marketers, and they might be looking for innovative ways to market online,
reduce cost per lead, increase click-through-rates and conversion rates, and discover what’s
hot in digital marketing.

iv
 CONTENTS

Abstract (iv)

List of Figures (vi)

CHAPTER 1: Introduction 1

CHAPTER 2: Digital Marketing Strategy 6

CHAPTER 3: Existing System 12
3.1. Existing Tools 14
CHAPTER 4: Problem Analysis 17
4.1. Feasibility Analysis 17
4.2. Project Plan 24

CONCLUSION 31

REFERENCES 32

v
 LIST OF FIGURES

Figure No. Name of the figure Page No.

1 Evolution of Marketing 2

2 Importance of Marketing 3

3 Importance of Digital Marketing for us 3

4 Digital Marketing Domains 4

5 Types of SEO 4

6 Stukent mimic simulation pro Homepage 13

7 Stukent Scenario page 14

8 Google Analytics Homepage 15

9 MOZ home page 15

10 serps.com Home page 16

11 Page Traffic from Google Analytics 19

12 Channels to show various traffics 19

13 Product Review, Student 20

14 Landing Page, Student 23

15 PPC Life Cycle 27

vi
 Chapter 1

INTRODUCTION

Digital Marketing is a marketing of products or services using digital channels to reach consumers.
The key objective is to promote brands through various forms of digital media.

Traditional advertising is no longer as effective as it used to be. Companies are providing a

meaningful content to consumers and allow themselves to be found quickly and easily online. A
digital marketing specialist is someone who works alongside a company's marketing team to
identify a target market, create a brand image, and create and maintain a marketing campaign for
the internet and for digital technologies.

Marketing specialists can choose to specialize in certain areas, such as search engine optimization
(SEO), paid search (PPC), display media, social media and shopping feeds. Additionally, they can have
a more general digital marketing expertise and can still be referred to as a digital marketing
specialist.

Digital marketing extends beyond internet marketing to include channels that do not require the use
of the internet. It includes mobile phones (both SMS and MMS), social media marketing, display
advertising, search engine marketing, and any other form of digital media.

Most experts believe that 'digital' is not just yet another channel for marketing. It requires a new
approach to marketing and a new understanding of customer behavior. For example, it requires
companies to analyses and quantify the value of downloads of apps on mobile devices, tweets on
Twitter, likes on Facebook and so on.
1
Figure1: Evolution of Marketing

2
 Figure2: Importance of Marketing

Importance of Digital Marketing for Us

Figure3: Importance of Digital Marketing for us

3
 Figure4: Digital Marketing Domains

1.1. Search Engine Optimization:

Search Engine Optimization (SEO) is the activity of optimizing web pages or whole sites in order to
make them search engine friendly, thus getting higher positions in search results.

1.2. Types of SEO

As the colors of the types of search engine optimization suggest, there are stark differences in the
approach and long-term results of white hat and black hat search engine optimization. Though both
types of SEO have their proponents, most companies/websites with long-term, stable, and
sustainable goals will tend to stay away from the dark-colored variety.

Figure5: Types of SEO

4
 1.3. Importance of SEO

 SEO produces long-lasting results.


 SEO produces predictable Return On Investment (ROI).

 SEO with local search features can enhance your visibility and help you reach
people in your local area.

 Skills necessary for SEO are integrated across multiple digital-marketing disciplines.

 Search engines provide a lot of information for research.


 The visibility on the first page of search results is very important.

1.4. Benefits of SEO

 SEO provides excellent ROI.


 Customers acquired through organic search have lifetime value that is 54% higher
than average.

 Customers acquired through Twitter have a lifetime value that is 23% lower than
average lifetime value.

5
 CHAPTER 2

DIGITAL MARKETING STRATEGY

Strategy is the heart of the digital marketing. The more consistent we make our message to the
intended audience, the more effective it will be. Most companies sell the same type of products with
different messages and unique value propositions that target different demographics.

To create a digital marketing strategy, we have to plan the right channel mix. Not all social media
channels are equal. Each channel reaches different people at different times throughout the customer
lifecycle.

This report shows about how to focus on a few of these channels, and about the advantages and
disadvantages of each. It also looked at developing a specific type of target with marketing:

• Identify the various marketing obstacles

• Describe my core business value

• Differentiating between strategy and tactics

• Planning the right channel mix

• Explaining campaign management

• Explaining campaign measurement

2.1. Creating a Digital Marketing Strategy:

Marketing Obstacles

• 46% of marketing leaders cited a lack of strategy as the obstacle to successful campaigns.

• Most companies fail to have an effective strategy due to lack of budget, training, inability to prove
ROI, and useless metrics.

Strategy and Tactics

• Creating strategy by answering the basic questions:

 What skills and experience do we need?


 What are the benefits and expectations?

 How can approach our audience?

6
  How can we measure the success of our strategy?

 What's the return on investment through our strategy and actions?

The differences between strategy and tactics in marketing are as follows:

Strategy:

• Clear purpose

• Team aligned to goal

• Established measurement

• Central message

• Clear value proposition Tactics:

• Latest media channel

• No clear priority

• Lack measurable goals

• Many messages (conflict)

• No brand identity Define

Focusing on the customer benefit plays a vital role in digital marketing.

 What value do we offer?


 What is the benefit to the customer?

 What makes our business unique?

 What is the passion and the story that drives our business?

7
2.2. Targeting My Audience:

Demographics:

• The demographics to consider while targeting audience are:

 Age

 Gender

 Income

 Marital status

 Language

 Location

2.3. Getting the Right Channel Mix:

Target Audience

• Search Engine Marketing (SEM) drives 40% of all e-commerce transactions.

Blogs

• Blogs can be used for the following purposes:

 Build Brand Value and Equity

 Build Lists, Conversions, and Reach

 Community and Market Education

 Communicate high trust Content

 Video Marketing—YouTube

YouTube is the second most popular search engine and the third largest website

• Over three billion hours of video are watched on YouTube every month.

• Every 60 seconds, there are 60 hours of new content being uploaded.

• The uses of video marketing are as follows:

8
  Portable reach

 Influence search results

 Extend reach

 Enhance content

 Present content in different methods

 Re-publishable

 Highly visual

Social Network Users, by Age Group

Facebook

Consumers use Facebook for

 Connection

 Self-expression

  Entertainment
Facebook can be used for the following purposes:

 Conversations

 Sharing

 Social interactions

 Reach targeted segments

 Stories

77% of consumers prefer to receive permission-based marketing communications
through email.

9
Twitter

• The uses of Twitter are as follows:

 Immediacy

 Direct Consumer Contact with Brand

 Direct Consumer Contact with Experts

 Samples, Discounts, and Freebies

 Insider Info

2.4. Campaign Management:

Build a Plan

• A plan can be made in campaign management based on:

 Keyword research

 Trend analysis

 Scheduled interactions Keyword

Keyword research is one of the search engine optimization techniques.

It is an effective technique that tells how people search.

Keyword research lets us get into the mind of consumer.

In trend analysis, it is important to answer these questions:

 What content is important?


 When is it important?

 How would this affect my marketing?

 Are we marketing the right content at the right time?

 How does this affect?

10
 ▪ Planning for search rankings

▪ Interaction on social media

▪ Content of conversations

How can I bring value to the marketplace?

 For Facebook:

▪ When should we schedule specific content?

▪ How can we utilize trends and keywords?

▪ How can we use content to accomplish objectives?

▪ How can we direct people to specific actions or destinations?

 For photo or image marketing:


▪ What photo component benefits the story?

▪ How can I add to the story with images?

▪ Can I build more content around images?

 For LinkedIn:

▪ Can I develop B2B audience?

▪ Who am I attempting to reach?

▪ What information is important to them?

▪ Can I utilize other media to tell the story?

2.5 Campaign Measurement:

Measure the Right Things

• Campaign measurement is based upon:

  Business Objectives
 Goals
 Key Performance Indicators (KPI)

Successful Campaign Measurement

• For successful campaign measurement:

 Measure overall goal: Leads, Sales, and so on.


 Establish a value for each goal in the form of money.

 Establish goal for KPIs: Views, Forwards.

11
 CHAPTER 3

EXISTING SYSTEM
Relatively there are some firms which are offering similar services to the customers as we do still
there are some differences in mostly every other software. Here I’m going to discuss about the
existing system which are already providing rental services and what are they and how they work.

3.1. Existing Platform:

3.1.1. STUKENT MIMIC PRO SIMULATION: The Mimic Pro Simulation creates a user-
friendly interface where students can easily learn the principles of Internet Marketing throughout the
time. When it comes to internet marketing, it’s all about testing, analyzing the results, implementing
changes, and more testing. Where students benefit greatly from performing these tests in a simulated
environment with real data within the Mimic Pro platform. Stukent has partnered with Microsoft to
provide classes using the Mimic Pro simulation with
$100 Bing Ads advertising vouchers.
This makes for the PERFECT final project for students. Students get to learn the principles and
strategy behind online marketing throughout the Digital Marketing Essentials textbook and then
practice what they’ve learned in a simulated environment within the Mimic platform. To cap it off,
they get to take everything they’ve learned and apply it to a real-world, online advertising project
using Bing Ads.

WHAT PRINCIPLES ARE OFFERED?

WRITE TARGETED ADS

One of the four P’s of marketing is Promotion. Students learn and test different promotional
strategies to create compelling ads through organized ad groups and campaigns. Students will gain
experience in writing ad copy that increases conversions.

PERFORM STRATEGIC KEYWORD RESEARCH

The keyword research dashboard uses data from the Google® Keyword Planner Tool, which brings
Mimic Pro to life for the students. Students evaluate the keywords and learn to recognize the
different market segments and buyer intent by keyword. They are able to determine the proper
placement of their ad on keyword search results.

CREATE HIGH CONVERTING LANDING PAGES

Students learn how to quickly create keyword targeted landing pages to drive web traffic. Each
landing page will be scored based on keyword titles and calls-to-action. Students will be able to
continually test their landing page effectiveness while striving to increase optimal performance. The
best part about the landing page creator is students don’t need to know a single line of HTML code!
It’s as easy as dragging and dropping components!

12
HOW TO MEASURE KEY PERFORMANCE INDICATORS

Knowing which indicators to measure and improve can make or break a search engine marketing
effort. The Mimic Pro Simulation will help students learn not only what these key performance
indicators are, but also how to improve such indicator
PRODUCT AND PRICING
Students review historical product sales data and then select between one and three digital cameras
to sell. They are able to analyze projected sales revenue and profits. Students are exposed to the
terminology and key performance indicators (KPI’s) that help create profitable campaign.

EMAIL MARKETING

Students get real-world experience in writing email copy that drives conversions. The students get
familiar with the vocabulary and necessary metrics of a successful email marketing campaign.

Figure6: Stukent mimic simulation pro Homepage

13
 Figure7: Stukent Scenario page

3.2. Existing Tools: Tools those are frequently used in the project for analyzing, research and SEO
are: Google Analytics, SERP, and Moz.com.

3.2.1. Google Analytics: Google Analytics is a free Web analytics service that provides statistics
and basic analytical tools for search engine optimization (SEO) and marketing purposes. The
service is available to anyone with a Google account. Google bought Urchin Software
Corporation in April 2005 and used that company’s Urchin on Demand product as the basis for its
current service.

Google Analytics features include:

• Data visualization tools including a dashboard, scorecards and motion charts, which
display Changes in data over time.

• Segmentation for analysis of subsets, such as conversions.

• Custom reports.

• Email-based sharing and communication.

• Integration with other Google products, such as Ad Words, Public Data Explorer
and Website Optimizer.

14
 Figure8: Google Analytics Homepage

3.2.2. MOZ.COM: MOZ is one of the best Search Engine Optimization (SEO) Tool that we
may use. As it works really well for providing one with many benefits for their website to rank
in Google.

MOZ works well for making our inbound marketing to be easy and the platform which enables us to
analyze and monitor SEO, link building, social media marketing and other similar online marketing
areas. Thus, this is a website that where we can have a look for to learn in detail about MOZ and what are
things that it does

Figure9: MOZ home page

15
3.2.3. SERPS.COM: SERPs.com was founded in 2012 in rainy Portland, OR. Today they track
data for over 2m keywords and over 20,000 websites daily and have customers in 93 countries
around the world. SERPs is proud to be backed by Rouge Venture Partners and the Portland Seed
Fund. Their goal is to build the most powerful platform to help SEOs understand, measure, test
and prove their strategies and work to anyone.

Figure10: serps .com Home page

16
 CHAPTER 4: PROBLEM ANALYSIS

4.1. Feasibility Analysis: As in this section we assess the strengths and weakness of the proposed
project and are as follows

Scenario Overview:

Imagine a person hired to manage online marketing for Kent’s Camera Castle. Kent’s has dominated
the local market (with their brick and mortar store) for the past 20 years, but their online presence is
suffering.
His primary assignment is to revitalize Kent’s digital marketing strategy. Their online business is
struggling. Time is of the essence, so you’ll need to assess the current situation and implement a
winning strategy.

Here's Your Brief:

Nine years ago, Kent’s launched a website that quickly began to rank on the search engine results
page (SERP) locally. That gave Kent and his management team the impression that internet
marketing is simply a matter of putting up a website and taking orders.

They later found out otherwise…

Online sales grew substantially for the first six years but have steadily declined over the past three.
Kent’s sales manager, Carla, needs help. She wants him to take the lead in getting internet sales back
on track.
Carla provides the following data, drawn from the previous month for the three products you’ll
Be marketing:
Revenue:

This is last month’s total gross sales (prices x quantities). Profit:

This is last month’s total gross sales minus total costs of sales.

Units Sold:

This is total number of units sold last month. Visits:

This is the total combined unique visits for the month to the sales pages of the three
products You’ve been assigned.

17
Notes:
1. By “sales page,” Kent’s means the page where customers view and order a particular
Product.
2. Kent’s tracks visitors with “cookies,” and each visitor is only counted once per month (even if
that same person visits the site multiple times). That’s why the term used is “unique visits.”
Referring to the data below, he quickly calculate a sales page conversion rate (Units Sold/Visits) and
the average price of the cameras you will be selling (Revenue/Units Sold). Carla pauses for
questions, and he have several. Here’s what you find out:
• Kent’s customer database includes about 11,000 email addresses.
• Kent’s utilizes vendors for both graphics and IT help (billed at an hourly rate).

• Carla is open to trying pay-per-click advertising.

At the end of the meeting, he and Carla hammer out a list of deliverables. Within the next 30 days,
you will be expected to provide these documents:
• A list of keywords for each of the products they’ll be managing.
• The URLs of the web pages they’ll use in your efforts.

• A detailed plan for their first ad campaign.

• A detailed plan for their first email campaign.

• Their budget for the first phase of the work.

She then provides a set of graphs (see below) and shows you to your new office. It’s time to
Get to work! Revenue:
$4,148.92 Profit: $479.55

Visits: 94,840
Sales: 8

18
4.1.1. Page Traffic:

Figure11: Page Traffic from Google Analytics

Figure12: Channels to show various traffics

• Direct: 51.3 %

• Referral: 32.4 %

• Organic: 16.4 %
• Paid: 0.0 %

• E Mail 0.0%

19
4.1.2. Origination:
New Visitor: 63.5 % Returning
Visitor: 36.5 %

How many of Kent’s visitors have come to the site before, and how many are first-time visitors?
This graph shows that two-thirds of those who came to the website during the previous month
visited just once. The other third logged more than one visit (although Kent’s has site analytics set to
include each visitor in the traffic total only once).
4.1.3. Product review:

Fi gure13: Product Review, Stukent

He will begin by working with just three products. Kent’s wants to prove your capabilities before
allowing you to invest time or money on an expanded line of goods. Your primary aim is to
significantly increase online sales of these three items, while maintaining profitability.

Here are the cameras he ’ll be selling:

• Canon Rebel t6i

• GoPro HERO4

• Panasonic Lumix DMC-GF6

The past 30 days sales data is listed below each item. “Margin” is the markup for each item.
“Profit” is units sold multiplied by the Margin.
Go Pro Hero 4 Sold1 Revenue$749.00 Profit$75.00

20
4.1.4. Research Keywords:

The words companies use to describe their products and the words searchers use to find similar
products online (keywords) are often not the same at all. Matching product descriptions to searcher
intent can be a powerful way to get found online. Carla paid a vendor to develop a list of keywords
for Kent’s Camera Castle. Initially, she planned on developing an ad campaign herself, but quickly
discovered she needed help.
His approach will be steeped in the fundamentals of pay-per-click advertising:
The cost of a campaign must always be weighed against the benefits of the campaign.
• High competition is not necessarily bad - especially if you are still able to get a lot of
impressions and an affordable, justifiable cost per click.

• Low search volume can be offset by high margins – he need to consider the potential ROAS
(return on ad spend).
• Take advantage of high-impression keywords. The more relevant impressions his ad gets, the more
chances for clicks and conversions.
• Search for keywords that show buyer intent (a search for “buy gopro” shows more intent to
buy than a search for “go pro battery”).

Search for keywords that show buyer intent (a search for “buy GoPro” shows more intent to buy
than a search for “go pro battery”).
Get started by searching for keywords (a search box is provided) that relate directly to the products
you want to sell. You can sort the keywords by average search volume, level of competition, and
suggested bid.
While keywords with low suggested bids are enticing, that usually indicates lower search volumes
and less opportunity for impressions, clicks, and (consequently) sales.
Keywords Task:

Select a bare minimum of five keywords for your three products, making sure each product you
plan to sell has at least one keyword to use in your campaign.
Tip:

Look for keywords with high search volume and significant buyer intent, since that means more
opportunity for clicks by qualified prospects. Choosing more than five will give you more options
when you compose your ads. You are charged for a keyword only when it is used in an Ad Group
and draws a click. You may return to this section later, if needed, to add more keywords to your list

21
 Show entries Search:
Keyword Avg Monthly Searches Competition Suggested Bid
best deals on canon cameras 140 High $1.02

best digital camcorder 320 High $0.66

best digital camcorders 70 High $0.59

best digital camera 22200 High $0.49

best digital camera dslr 10 Medium $0.59

best digital camera for video 170 Medium $0.88

best digital camera slr 30 High $1.37

best digital camera under 200 1000 High $0.67
best digital camera with video 50 High $1.53
best digital cameras 2900 High $0.99

Here’s a look at the current hierarchy of the Kent’s Camera Castle website for the three products
you’ve been assigned. By clicking on each rectangle, you’ll get a popup showing page visits per
day for the past 30 days, along with several other important pieces of information:
Path:

This is the URL for the

page. Number of

Visits:
This provides total unique visits for

the period. Title:

The SEO title tag for the page. It will show up as the primary descriptor
in the SERP Meta Description:

This tag describes the page and follows the title in the snippet of
information shown to searchers. The optimum length is 150-160 characters.
You’re Landing Page Task:

Use this hierarchical scheme as a reference for determining which pages you
want to use as destination URLs (landing pages) in your pay-per-click ads. Will
it be better to direct prospects to the home page, the category page, or to the
product page? Which is more likely to result in a sale? You will finalize your
landing page URL choices when you configure your ad later in this simulation.

22
 Figure14: Landing Page, Stukent

Ad Campaign:

He considered the current situation for online marketing at Kent’s Camera Castle. He reviewed
the products he will be working with, he performed keyword research, and he reviewed the
landing pages available to him in light of those products and keywords. he believe the quickest
way to boost sales for Kent’s is by launching an advertising campaign via the most popular
pay-per-click, search engine advertising platform. Here are the parameters he will need to
work within:

• He is required to set a reasonable budget for his first 30 days of ads, and that figure
Will be the cap. He will not be able to spend more during that campaign period.
• Kent’s is limiting you to one campaign to get started. They want him to keep the work as
Simple as possible so they can monitor his progress.
• He can use up to three ad groups for the campaign and one ad per group.

• He must enter a default bid for each ad group as well as a specific bid for each keyword.
Moreover, the keywords in each ad group must be unique to that group.
Create Your Campaign:

• He is required to set a reasonable budget for your first 30 days of ads, and that figure
will be the cap – he will not be able to spend more during that campaign period
• Kent’s is limiting you to one campaign to get started -- they want him to keep the work as
simple as possible so they can monitor your progress
• He must enter a default bid for each ad group as well as a specific bid for each keyword - -
Moreover, the keywords in each ad group must be unique to that group
• He will be writing your own ads, and he should be using his chosen keywords in the ad --
But beware of appearing to “stuff” (overuse) keywords to manipulate search results

• Be sure to use proper grammar, spelling and punctuation in his ads. All these things will
impact the quality of his ad, which will impact the number of clicks it gets
• For further information about launching an Ad Words campaign, go here: Campaign
Creation

23
Project Plan: It comprises of the step wise actions and gives explains all about the project.
Personalizing Ads and Targeting:
● With PPC, targeting can be much customized for your audience.

● The types of targeting include:

 Reaching new prospects

 Reaching prior visitors (Remarketing)

● PPC provides many targeting options. For example, you can serve ads to:
 Only people who have visited his site

 Only users who are similar to current customers Note:

PPC is known for its ability to reach users who are actively searching, but it can also be
highly targeted. It is called pay per click since you pay for the traffic on a click basis.

PPC is an auction-based system.

 You set a bid you are willing to pay

 You only pay for the traffic that comes to your site

 Analytics helps determine cost of your click and helps you ensure your
advertising is profitable
Notes:

● Every time there is a search, an auction is run to decide what ads will be displayed
● Paid search auction decides the ad position

● Geography
● Device

● Time or Day

● Searched Keyword
● Individual Websites or Apps

● Website Behavior (Re-marketing)

● Demographic Signals

24
PPC and Various Business Types Companies use
PPC for various purposes:
● Increasing awareness

● Achieving ROAS (Return on Ad Spend) Goals

● Achieving target CPA (Cost Per Acquisition)

● Obtaining specific number of leads in a time frame PPC for

E-commerce
In PPC for e-commerce, each search query can go to a unique page.

● Product-based query can go to a product page

● A general query can go to the category page

● For example:
 Running shoe queries can go to a category page

 Specific shoe queries can go to a product page 
PPC for Lead Generation 

The goal of PPC is to get the ads focused on generating leads through a user action. This can
be done by:
● Filling a form

● Requesting a contact

● Requesting a phone call

● Using a feature where the user can call you directly from ads PPC for Local Companies

In local businesses, the focus of PPC is on the actual locations in the ads. These ads:
● Can have your contact number or address

● Can have links where the user can:

 Click to go to your website


  Click and get driving directions from ads (map-based applications)
 Can be targeted to specific locations or multiple location businesses PPC
for B2B

25
● In B2B, you often segment business types, such as SMB versus Enterprise
Business, using Ad extensions, which allows for additional text in your ads.
● Additionally, with advanced targeting options, you can even change your ad
completely Based on where the user is in a long buying cycle. PPC Ads for
Informational Queries

● Informational queries or research queries can be useful for a large variety of businesses,
from tutors to local businesses to SAAS companies.

● PPC ads for informational queries are focused on giving a user information, such as a
video Or demo.

● With search advertising, PPC ads for informational queries generate leads. PPC
Ads for Branding

● PPC ads are used to increase awareness and visibility of your company, products,
and Services.

● To accomplish branding with PPC targeting:

 Define your target audience.

 Place your ads for a large audience.

● Brand advertisers have a lot of choices from text and search to display and
video ads. PPC Goals
PPC goals can vary from direct response to ROAS/CPA based branding.

● Online retailer:
 Use search for a direct response to product sales.

 Use display networks for a mix of branding and direct response.

● Local business:
 Use online advertising to target the local populace and closely control costs and ROI.

● Large business:
 Use search and display to build brand awareness.

 Example: News site—expand mobile presence of your news sites by showing ads
on smartphones and tablets.

● Lead generation:

26
The PPC Cycle

Figure15: PPC Life Cycle

Before we start, we should understand:

● What does your company (or division) do?

O Do you have different product lines? What are they?
● Who is the primary audience (target market) for your products and services?
O Do you need to reach different audiences with separate sets of keywords or ads?
● What are you trying to sell or promote?

● What do you want people to do (buy, visit, download, subscribe)?

● What results would you like to see?

O What would you consider a good return on your investment?

27
Advantages of PPC

PPC can have various advantages, from brand awareness to conversions. The
three key advantages include:
1. Multiple inventory sources across search and display networks
2. Data transparency

3. Reaching users throughout the Buying Funnel PPC

Advantage: Inventory

Many inventory sources are available in PPC:

● Search

 Maps (local)

 Images

 Products

 Search-based results

● Video-based results
 YouTube

● Gmail

● Display Network

● Apps

PPC Advantage:

Data transparency of PPC:

● Provides full insights into your data

● Helps understand which targeting method produced traffic, revenue, sales, and contacts ●
Helps define your marketing objectives and work toward them
● Helps make data-driven decisions

PPC Advantage: Reaching Users throughout the Buying Funnel PPC

helps us:
● Determine where the user is in the buying funnel

● Target users at each stage of the funnel by creating tailor messages for each step of the funnel

28
The 3 R’s of PPC
Reach, Relevance, and ROI
Reach:
 Advertise on search results (more than 6 billion/day)

 Advertise across display sites (more than 1 trillion impressions/month)

 Show ads across multiple devices

 Choose the geographic locations to show your ads

Relevance:
 Choose keywords that describe your business

 Can choose exactly when to show an ad

 Show ads only when someone is looking for your business

ROI:
 PPC is an auction-based bid system

 Pay only when someone comes to your site
Use analytics to determine what a visitor is worth so that your bids are profitable

29
 CONCLUSION

The successful completion of this internship indicates that the future of marketing is in the hands
of digital. Digital marketing is not only concerned with placing ads in portals, it consists of
integrated services and integrated channels. Marketers want to use these components in an
effective way to reach target groups and to build a brand. In this digital era marketer is not the
custodian for a brand, people who are connected across the digital platforms are the custodians.
Brands want to build their presence over digital platform, because customers have high affinity
towards digital media than other media’s. More than that customers are highly information seekers
and digital media is the only platform for two way communication between brands and customers.
Digital media is the best platform to convert a product to a brand. Because it is more cost effective
and it provide lot of touch points to marketer. Brands can able to engage their target group in an
effective way through digital platforms. Digital media is not only for engagement, brands can
increase their customers or they can retain their existing customers. Digital platforms help to
increase the impact of brand recall in target groups.
Importance of digital presence increasing importance of digital agencies, so they making money
through digital advertising raising of digital marketing consciousness making money for digital
agencies by which they are booming and making more money with small investments.
We honestly believe that this seminar report will be at most useful for marketers to understand the
digital marketing and also to plan for future strategies.

30
 References

1. https://mimic.stukent.com/simulation/4907/decisions
2. https://analytics.google.com/analytics/web/?authuser=0#/report-
home/a54516992w87479473p92320289
3. https://serps.com/tools/keyword-research/
4. https://moz.com/

31