PROJECT REPORT

ON
DIGITAL MARKETING

SUBMITTED TO: SUBMITTED BY:

MS. ROHINI MATTA HEMANG MALIK

(MENTOR) ENROLLMENT NO : 00515888815

RCIT

1
 ACKNOWLEDGEMENT

With profound sense of gratitude and regard I express my sincere thanks to my guide and mentor Ms.
Rohini Matta for her valuable guidance and the confidence she instilled in me, that helped me in the
successful completion of this project report .Without her help, this project would have been a distant
affair, her thorough understanding of the subject and professional guidance was indeed of immense help
to me.

………………………
Place: Delhi Signature of the scholar
Date: HEMANG MALIK
Enrollment no. 00515888815
 Page No.
S.No. Title

1. Introduction To Digital Marketing 5

1.1Additional types of marketing 5

1.2Advantages 5-6

1.3Benefits 7-8

1.4Difference 8-9

2. Introduction to Search Engine Optimization 10

3. Introduction to Internet marketing 11

3.1Social media marketing 11

3.2Email marketing 11

3.3Referral marketing 11

3.4Content marketing 12

3.5Search engine marketing 12-13

3.6Affiliate marketing 13-14

3.7Preventing crawling 14-16

4. Introduction to Web crawler 17-18

5. Introduction to Retriever 19-20

6. Introduction to Cache 21-22

7. 23
Introduction to Google AdSense

7.1. Content 24

7.2Search 24

7.3 Video 25

7.4Link units 25-26

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 8. Introduction to ADWORDS 27

8.1.Campaign experiments 27

28-29
8.2.Benefits of online advertising and AdWords

Introduction to Google's advertising networks

30

9. 9.1.Search Network 30

9.2.The Display Network 30

Introduction to Ads
10. 31
10.1 Types of ad extensions include:
32-33
10.2 Best practices for creating effective ads
34

10.3 Creating ad groups 35

10.4 Tools to plan a campaign 36

37
10.5Optimize your campaign
38
10.6. The quality of your ads

10.7.Choosing a bidding strategy 39

39
10.8Setting a daily budget
10.9.How much you're charged 40-41

10.10. Bid adjustments and flexible bid strategies 42-43

44
Introduction to Google Analytics
11. 44
11.1.Benifits
44-45
11.2.Limitations
45-46
11.b. Support centre

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12. Introduction to Wordpress 47-61

13. Introduction to Blogging and Multi Blogging 62

Introduction to Blog commenting

63
14.1.Why Do Blog Commenting
14. 63

14.2.Bloggers, blog site owners and the blog post itself 63

benefits from blog commenting

14.3.Blog commenters benefits in leaving comments on blog

63
posts.
64-65

14.4.Blog Commenting System

AD Posting
15.
15.1 olx
66

15.2 Backpage 67

15.3 Indiaweb 68
69
15.4 Indialist
70
15.5 Click.in

Bibliography

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1. Introduction to Digital marketing
Digital marketing is marketing through an email address, a web browser or a mobile phone
number Traditional direct marketing was achieved using a customer‘s postal address.

1.1 Additional types of marketing

Traditional marketing communications are divided into two primary types: direct marketing and
mass marketing. Direct marketing is a marketing method that uses such things as a consumer‘s
postal address to send addressable communications to a target audience. Direct marketing
campaigns feature calls-to-action that allow marketers to track and measure responses from
consumers. The personalization and targeting capabilities of direct marketing have proven
effective.

 Mass marketing is a great marketing method that broadcasts a message to a large audience.
The marketing message is not addressable, and is not easily tracked and measured.
 Online marketing is a marketing method that uses Internet tools such as email, search engine
optimization and banner ads to send marketing messages to consumers.
 Mobile marketing is a marketing method that allows marketers to send marketing messages
to consumers through the technologies found on a consumer‘s mobile device. Consumers opt
in to receive messages.
 Email marketing is a marketing method that uses email to send a marketing message to a
targeted audience. E-mail marketing is a way to reach consumers directly by e-mail.
Contrary to spam, the purpose of direct e-mail marketing is to send attractive, professional
ads to recipients, including those who may be interested in receiving such messages. Direct
e-mail marketing is usually based on customer-approved options, not unsolicited commercial
e-mail

1.2 Advantages

You can get in touch with many customers via email, and you will be able to increase customer
interest and interest in the product, which can often help businesses increase sales. E-mail
marketing helps businesses track the performance of their ads. For example, when you send a
direct mail through a post office, you cannot know how many recipients open the message.

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However, by e-mail marketing, you can see the message showing the click rate and the number
of messages that click on the link to make the purchase. E-mail marketing also enables
webmasters to keep in touch with subscribers for a long time. It is common for subscribers to see
the same e-magazine for several years. The Internet has a lot of information on the Internet today
is very difficult to maintain a fixed connection with the same subscriber for several years. The
website has any new products, or discount promotions, can be timely to convey to these long-
term subscribers, sales conversion rate is also higher than random users to the site. E-mail
marketing needs to be constantly adjusted to keep your subscribers. A person will usually
register to receive e-mail as part of a promotional event. For example, if the user provides his e-
mail address, he may receive a discount on the product. The user may also inadvertently register,
for example, if the subscription is the default choice on the page. In this case, your email
marketing may be considered a nuisance. Even if someone intentionally registers to receive your
marketing email, such as an industry newsletter, you still must work hard to maintain a certain
.
degree of engagement so that the reader cannot cancel the subscription

A benefit of direct digital marketing is that it helps combine captured online behavioral data with
enterprise customer data, and thus, provides the marketer with unique opportunities for message
targeting and segmentation that are not available with traditional marketing.

How to start a direct digital marketing Long-term relationships with initial customers You can
start with a simple move, send a welcome email from your own email domain, and tell them how
long you want to be back in the near future. In addition, ask them to receive your e-mail
permission within a few days to introduce new collections that you think they may be interested
in.

E-mail marketing best practices have proven that this strategy can be achieved through e-
business personalized technology. When the smart recommendation engine is inserted into the
back end of your site, you can collect and analyze each customer's browsing and buying mode.
By learning based on the interests of each person on the basis of their behavior on the site, it can
help you "hand pick" the customer may be the favorite product, cross the sale by e-mail to them.

As with the extent to which the e-mail sequence and the customer segmentation strategy affect
the final goal, the communication itself is also very important. Most relevant email marketing
statistics (which can lead to final conversion goals) You can improve your email campaign

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results by applying email marketing best practices when creating these influential email
elements:

Theme: is the first impression of communication, attracting the attention of the audience, a direct
impact on the opening rate of activities. Especially when more and more people open e-mail on
mobile phones and tablets, the screen space is limited, you can fully display the subject line
.
(recommended to increase the opportunity to open e-mail)

1.3 Benefits

1. Enlarged engagement with stakeholders: A well- sought and publicized website would aid
potential clients, prospects and followers in viewing your website, looking at other available
products and services, buying them, rating them as well as providing feedback. All of this,
while enhancing the prospects of the business. A good website is the equivalent of an online
visiting card, with much more print space.
2. Instantaneous publicity: Digital marketing allows businesses to instantaneously publicize
online within a matter of few minutes as compared to the time- consuming traditional
methods such as distributing sales flyers. Usage of social media may be the most effective
for sharing breaking news and enabling your messages to be communicated on a larger scale
and quicker, through mere ‗share options‘.
3. Concurrent results & High measurability of efforts : It helps to track the traffic coming to
the website, almost simultaneously, measuring important facets such as the conversions,
demographics of the audience, their locations, peak trading times and much more, all offered
by Google analytics.
4. Reduced costs: High advertising costs for both visual and print media can be replaced for
more effective and marginal costs by using digital marketing by establishing successful
online marketing strategies.
5. Brand development: Targeting the needs of the target audience becomes easier by
maintaining a website which contains quality worthy content. This gives a boost to the value
generation and leads to the generation of newer opportunities. The same can be achieved via
email marketing and/or social media channels.
6. Leveled field for competing: Strong digital marketing strategy allows diverse businesses to
compete with each other on similar lines irrespective of the size. A website with good repute,

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 which entitles its customers to a smooth customer journey, is unparalleled. Also, in most
cases, a small company can use the very same tools and techniques as a big company to play
out in the same market.
7. Simple to measure: Google Analytics makes it easier to measure specific goals. It provides
more in- depth reports of the data while making large chunks of consumer data
comprehendible to all businesses. Google analytics has integrated with Ad Words and
launched real time analytics, all making the process even more manageable and aiding in
value creation.
8. Non intrusive communication: Email marketing is a non – intrusive way of communicating
commercial or fund raising messages to an audience, usually potential customers while
giving them an option of opting out of the regular email alerts as per relevance, opposing the
traditional marketing gimmicks such as calls and messages at inconvenient times.
9. Greater exposure: Digital marketing opens up doors to an international platform for
businesses because even a single marketing campaign can be viewed worldwide. Costs of
launching a campaign against traditional methods, is considerable. However, one should
view it as a long- term investment and can also optimize the key word search content.
10. Scope for refinement of strategy: Whilst gathering and analyzing chunks of consumer data,
strategies can be upgraded accordingly. This method allows businesses to refurbish their
strategies at any point to maximize efficacy at the fraction of cost of traditional marketing.

1.4 Difference

Cost:-
Every business strategy engages to budget. There are few differences in the cost of traditional
marketing and internet marketing. Traditional advertising promotes the products of a brand
through advertisements on TV commercials, radio, hoardings, magazines, newspapers and more.
This marketing strategy spends huge cost to keep the promotion running on the schedule. Online
marketing also carries a cost, but there are huge marketing strategies that are virtually free.

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B. Coverage:-

In traditional marketing, coverage of your product will be printed media on radio or television.
The newspapers where your huge price business advertisements appeared in is going to the next
day. Another way, your online coverage will be always there for like forever. It will archive on
the internet and ready to be found easily whenever people need it.

C.Audience:-

Traditional marketing is more impressive for targeted customers which out of the internet. Those
people are not connected to the internet on daily basis. Senior citizens peoples who are internet
uneducated are the perfect target for traditional marketing strategy. Another way, people who are
never live without the internet, such as teenagers and businessmen, are easier to reach over
online marketing.

D.Immediacy:-

Traditional marketing requires a time-consuming journey to transform from concept to finished

product. It has to go through various steps. Even, when it has been delivered to the customers, it
cannot get into customers‘ hands simultaneously. On the other hand, even though still takes time
for developing concepts and creating contents, online marketing takes almost instant time. It also
can get into the customers simultaneously.

E. Tracking:-

It‘s very difficult to keep track your traditional marketing strategy. You need to put lots of
attempts and less time research to collect the information about how your audience behavior
against your products. Another way, online marketing is very easy to track. Email marketing
software can count the number of peoples who view your messages about your products.

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2. Introduction to Search Engine Optimization

(SEO) is the process of affecting the visibility of a website or a web page in a web search
engine's unpaid results—often referred to as "natural", "organic", or "earned" results. In general,
the earlier (or higher ranked on the search results page), and more frequently a site appears in the
search results list, the more visitors it will receive from the search engine's users; these visitors
can then be converted into customers.SEO may target different kinds of search, including image
search, video search, academic search, news search, and industry-specific vertical search
engines. SEO differs from local search engine optimization in that the latter is focused on
optimizing a business' online presence so that its web pages will be displayed by search engines
when a user enters a local search for its products or services. The former instead is more focused
on national searches.

As an Internet marketing strategy, SEO considers how search engines work, what people search
for, the actual search terms or keywords typed into search engines and which search engines are
preferred by their targeted audience.

Optimizing a website may involve editing its content, HTML, and associated coding to both
increase its relevance to specific keywords and to remove barriers to the indexing activities of
search engines. Promoting a site to increase the number of back links, or inbound links, is
another SEO tactic. By May 2015, mobile search had surpassed desktop search. Google is
developing and pushing mobile search as the future in all of its products. In response, many
brands are beginning to take a different approach to their internet strategies.

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3. Introduction to Internet marketing
Internet marketing, or online marketing, refers to advertising and marketing efforts that use
the Web and email to drive direct sales via electronic commerce, in addition to sales leads from
Web sites or emails.

3.1 Social media marketing is the use of social media platforms and websites to promote a
product or service. Most of these social media platforms have their own built-in data analytics
tools, which enable companies to track the progress, success, and engagement of ad campaigns.
Companies address a range of stakeholders through social media marketing including current and
potential customers, current and potential employees, journalists, bloggers, and the general
public. On a strategic level, social media marketing includes the management of the
implementation of a marketing campaign, governance, setting the scope (e.g. more active or
passive use) and the establishment of a firm's desired social media "culture" and "tone". To use
social media effectively, firms should learn to allow customers and Internet users to post user-
generated content (e.g., online comments, product reviews, etc.), also known as "earned media",
rather than use marketer-prepared advertising copy. While social media marketing is often
associated with companies, as of 2016, a range of not-for-profit organizations and government
organizations are engaging in social media marketing of their programs or services.

3.2 Email marketing is the act of sending a commercial message, typically to a group of
people, using email. In its broadest sense, every email sent to a potential or current customer
could be considered email marketing. It usually involves using email to send advertisements,
request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand
awareness. Marketing emails can be sent to a purchased lead list or a current customer database.
The term usually refers to sending email messages with the purpose of enhancing a merchant's
relationship with current or previous customers, encouraging customer loyalty and repeat
business, acquiring new customers or convincing current customers to purchase something
immediately, and sharing third-party ads.

3.3 Referral marketing is a process to encourage and significantly increase referrals from
word of mouth, perhaps the oldest and most trusted marketing strategy. This can be

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accomplished by encouraging and rewarding customers, and a wide variety of other contacts, to
recommend products and services from consumer and B2B brands, both online and offline.

3.4 Content marketing is a form of marketing focused on creating, publishing and

distributing content for a targeted audience online. It is often used by businesses in order to:

 Attract attention and generate leads

 Expand their customer base
 Generate or Increase online sales
 Increase brand awareness or credibility
 Engage an online community of users

Content marketing means attracting and transforming prospects into customers by creating and
sharing valuable free content. The purpose of content marketing is to help the company to create
sustainable brand loyalty and provide valuable information to consumers, as well as create
willingness to purchase products from the company in the future. This relatively new form of
marketing usually does not involve direct sales. Instead, it builds trust and rapport with the
audience.

3.5 SEARCH ENGINE MARKETING

A. Pay Per Click also known as Cost Per Click (CPC), is an internet advertising model used to
direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a
network of websites) when the ad is clicked.

Pay-per-click is commonly associated with first-tier search engines (such as Google Ad Words
and Microsoft Bing Ads). With search engines, advertisers typically bid on keyword phrases
relevant to their target market. In contrast, content sites commonly charge a fixed price per click
rather than use a bidding system. PPC "display" advertisements, also known as "banner" ads, are
shown on web sites with related content that have agreed to show ads and are typically not pay-
per-click advertising. Social networks such as Face book and Twitter have also adopted pay-per-
click as one of their advertising models.

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However, websites can offer PPC ads. Websites that utilize PPC ads will display an
advertisement when a keyword query matches an advertiser's keyword list, or when a content site
displays relevant content. Such advertisements are called sponsored links or sponsored ads, and
0appear adjacent to, above, or beneath organic results on search engine results pages, or
anywhere a web developer chooses on a content site.

The PPC advertising model is open to abuse through click fraud, although Google and others
have implemented automated systems guard against abusive clicks by competitors or corrupt
web developers.

B. Cost per impression (CPI), or "cost per thousand impressions" (CPM), is a term used in
traditional advertising media selection, as well as online advertising and marketing related to
traffic. It refers to the cost of traditional advertising or internet marketing or email advertising
campaigns, where advertisers pay each time an ad is displayed. CPI is the cost or expense
incurred for each potential customer who views the advertisement(s), while CPM refers to the
cost or expense incurred for every thousand potential customers who view the advertisement(s).
CPM is an initialism for cost per mille, with mille being Latin for thousand.

Search analytics is the use of search data to investigate particular interactions among Web
searchers, the search engine, or the content during searching episodes. The resulting analysis and
aggregation of search engine statistics can be used in search engine marketing (SEM) and search
engine optimization (SEO). In other words, search analytics helps website owners understand
and improve their performance on search engines, for example identifying highly valuable site
]
visitors, or understanding user intent. Search analytics includes search volume trends and
analysis, reverse searching (entering websites to see their keywords), keyword monitoring,
search result and advertisement history, advertisement spending statistics, website comparisons,
affiliate marketing statistics, multivariate ad testing,

3.6 AFFILIATE MARKETING

A. Cost per acquisition (CPA), also known as "Cost per action" or pay per acquisition (PPA)
and cost per conversion, is an online advertising pricing model where the advertiser pays for a
specified acquisition - for example a sale, click, or form submit (e.g., contact request, newsletter
sign up, registration etc.)

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Direct response advertisers often consider CPA the optimal way to buy online advertising, as an
advertiser only pays for the ad when the desired acquisition has occurred. The desired
acquisition to be performed is determined by the advertiser. In affiliate marketing, this means
that advertisers only pay the affiliates for leads that result in a desired action such as a sale. This
removes the risk for the advertiser because they know in advance that they will not have to pay
for bad referrals, and it encourages the affiliate to send good referrals.

Radio and TV stations also sometimes offer unsold inventory on a cost per acquisition basis, but
this form of advertising is most often referred to as "per inquiry". Although less common, print
media will also sometimes be sold on a CPA basis.

B. Revenue sharing is the distribution of profits and losses between stakeholders, who could be
general partners (and limited partners in a limited partnership), a company's employees, or
between companies in a business alliance.

3.7 Preventing crawling

To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl
certain files or directories through the standard robots.txt file in the root directory of the domain.
Additionally, a page can be explicitly excluded from a search engine's database by using a meta
tag specific to robots. When a search engine visits a site, the robots.txt located in the root
directory is the first file crawled. The robots.txt file is then parsed, and will instruct the robot as
to which pages are not to be crawled. As a search engine crawler may keep a cached copy of this
file, it may on occasion crawl pages a webmaster does not wish crawled. Pages typically
prevented from being crawled include login specific pages such as shopping carts and user-
specific content such as search results from internal searches. In March 2007, Google warned
webmasters that they should prevent indexing of internal search results because those pages are
considered search spam.

a. Increasing prominence

A variety of methods can increase the prominence of a webpage within the search results. Cross
linking between pages of the same website to provide more links to important pages may
improve its visibility. Writing content that includes frequently searched keyword phrase, so as to
be relevant to a wide variety of search queries will tend to increase traffic. Updating content so

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as to keep search engines crawling back frequently can give additional weight to a site. Adding
relevant keywords to a web page's Meta data, including the title tag and Meta description, will
tend to improve the relevancy of a site's search listings, thus increasing traffic. URL
normalization of web pages accessible via multiple urls, using the canonical link element or via
301 redirects can help make sure links to different versions of the URL all count towards the
page's link popularity score.

b.White hat versus Black hat techniques

SEO techniques can be classified into two broad categories: techniques that search engines
recommend as part of good design, and those techniques of which search engines do not
approve. The search engines attempt to minimize the effect of the latter, among them
spamdexing. Industry commentators have classified these methods, and the practitioners who
employ them, as either white hat SEO, or black hat SEO. White hats tend to produce results that
last a long time, whereas black hats anticipate that their sites may eventually be banned either
temporarily or permanently once the search engines discover what they are doing.

An SEO technique is considered white hat if it conforms to the search engines' guidelines and
involves no deception. As the search engine guidelines are not written as a series of rules or
commandments, this is an important distinction to note. White hat SEO is not just about
following guidelines, but is about ensuring that the content a search engine indexes and
subsequently ranks is the same content a user will see. White hat advice is generally summed up
as creating content for users, not for search engines, and then making that content easily
accessible to the spiders, rather than attempting to trick the algorithm from its intended purpose.
White hat SEO is in many ways similar to web development that promotes accessibility,
although the two are not identical.

Black hat SEO attempts to improve rankings in ways that are disapproved of by the search
engines, or involve deception. One black hat technique uses text that is hidden, either as text
colored similar to the background, in an invisible div, or positioned off screen. Another method
gives a different page depending on whether the page is being requested by a human visitor or a
search engine, a technique known as cloaking.

Another category sometimes used is grey hat SEO. This is in between black hat and white hat
approaches where the methods employed avoid the site being penalized however do not act in

15
producing the best content for users, rather entirely focused on improving search engine
rankings.

Search engines may penalize sites they discover using black hat methods, either by reducing
their rankings or eliminating their listings from their databases altogether. Such penalties can be
applied either automatically by the search engines' algorithms, or by a manual site review. One
example was the February 2006 Google removal of both BMW Germany and Ricoh Germany
for use of deceptive practices. Both companies, however, quickly apologized, fixed the offending
pages, and were restored to Google's list.

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4. Introduction to Web crawler
A Web crawler, sometimes called a spider, is an Internet bot that systematically browses the
World Wide Web, typically for the purpose of Web indexing (web spidering).

Web search engines and some other sites use Web crawling or spidering software to update their
web content or indices of others sites' web content. Web crawlers can copy all the pages they
visit for later processing by a search engine which indexes the downloaded pages so the users
can search much more efficiently.

Crawlers consume resources on the systems they visit and often visit sites without approval.
Issues of schedule, load, and "politeness" come into play when large collections of pages are
accessed. Mechanisms exist for public sites not wishing to be crawled to make this known to the
crawling agent. For instance, including a robots.txt file can request bots to index only parts of a
website, or nothing at all.

As the number of pages on the internet is extremely large, even the largest crawlers fall short of
making a complete index. For that reason search engines were bad at giving relevant search
results in the early years of the World Wide Web, before the year 2000. This is improved greatly
by modern search engines; nowadays very good results are given instantly.Crawlers can validate
hyperlinks and HTML code. They can also be used for web scraping (see also data-driven
programming).A Web crawler starts with a list of URLs to visit, called the seeds. As the crawler
visits these URLs, it identifies all the hyperlinks in the page and adds them to the list of URLs to
visit, called the crawl frontier. URLs from the frontier are recursively visited according to a set
of policies. If the crawler is performing archiving of websites it copies and saves the information
as it goes. The archives are usually stored in such a way they can be viewed, read and navigated
as they were on the live web, but are preserved as ‗snapshots'.

The archive is known as the repository and is designed to store and manage the collection of web
pages. The repository only stores HTML pages and these pages are stored as distinct files. A
repository is similar to any other system that stores data, like a modern day database. The only
difference is that a repository does not need all the functionality offered by a database system.
The repository stores the most recent version of the web page retrieved by the crawler.

17
The large volume implies the crawler can only download a limited number of the Web pages
within a given time, so it needs to prioritize its downloads. The high rate of change can imply the
pages might have already been updated or even deleted.

The number of possible URLs crawled being generated by server-side software has also made it
difficult for web crawlers to avoid retrieving duplicate content. Endless combinations of HTTP
GET (URL-based) parameters exist, of which only a small selection will actually return unique
content. For example, a simple online photo gallery may offer three options to users, as specified
through HTTP GET parameters in the URL. If there exist four ways to sort images, three choices
of thumbnail size, two file formats, and an option to disable user-provided content, then the same
set of content can be accessed with 48 different URLs, all of which may be linked on the site.
This mathematical combination creates a problem for crawlers, as they must sort through endless
combinations of relatively minor scripted changes in order to retrieve unique content.

As Edwards et al. noted, "Given that the bandwidth for conducting crawls is neither infinite nor
free, it is becoming essential to crawl the Web in not only a scalable, but efficient way, if some
reasonable measure of quality or freshness is to be maintained. A crawler must carefully choose
at each step which pages to visit next.

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5. Introduction to Retriever
A search engine results page (SERP) is the page displayed by a search engine in response to a
query by a searcher. The main component of the SERP is the listing of results that are returned
by the search engine in response to a keyword query, although the page may also contain other
results such as advertisements.

The results are of two general types, organic (i.e., retrieved by the search engine's algorithm) and
sponsored (i.e., advertisements). The results are normally ranked by relevance to the query. Each
result displayed on the SERP normally includes a title, a link that points to the actual page on the
Web and a short description showing where the keywords have matched content within the page
for organic results. For sponsored results, the advertiser chooses what to display.

Due to the huge number of items that are available or related to the query there usually are
several SERPs in response to a single search query as the search engine or the user's preferences
restrict viewing to a subset of results per page. Each succeeding page will tend to have lower
ranking or lower relevancy results. Just like the world of traditional print media and its
advertising, this enables competitive pricing for page real estate, but compounded by the
dynamics of consumer expectations and intent— unlike static print media where the content and
the advertising on every page is the same all of the time for all viewers, despite such hard copy
being localized to some degree, usually geographic, like state, metro-area, city, or
neighborhoods.

1. Organic results

Organic SERP listings are the natural listings generated by search engines based on a series of
metrics that determines their relevance to the searched term. WebPages that score well on a
search engine's algorithmic test show in this list. These algorithms are generally based upon
factors such as the content of a webpage, the trustworthiness of the website, and external factors
such as back links, social media, news, advertising, etc.

2. Sponsored results

Every major search engine with significant market share accepts paid listings. This unique form
of search engine advertising guarantees that your site will appear in the top results for the

19
keyword terms you target within a day or less. Paid search listings are also called sponsored
listings and/or Pay Per Click (PPC) listings.

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6. Introduction to Cache

In the very simplest of definitions, cache is a snapshot of a web page that Google creates and
stores after they have indexed a page. When pages are indexed, they are categorized and filed
within Google‘s indexers, but they do not actively search though millions of web pages every
time that page is called up. Instead, the snapshot of that page is searched, since it is easier to
access. When indexers determine the page being requested, it then shows the actual page the
cache was taken from. This is why web design that promotes faster indexing is so important.
Additionally, when a web page changes, it must be re-indexed, and a new cache stored in place
of the older one, so the most recent and relevant page is the one being viewed.

6.(i) Where Can Cache Be Seen?

Technically, cache exists in two ways: as an image of a web page and as a ―text-only‖ version
of a page‘s content. It is possible to see either one of these by searching in Google, and
examining the search results. Below the active link to a page, there is another URL in green.
When this is clicked on, it gives a person the option to see this cached, image version of the
page. This is the most recent snapshot that Google has stored. When the page is viewed there is a
note stating ―...the website may have been changed, but as of the date noted, this was the most
current cache...‖ Within that note will also be a link to a text-only version of the cache, which is
actually of much greater importance when it comes to SEO.

6.(ii) Why Is Cache Important for SEO?

The text-only version of page cache is important for SEO as it provides a scaled-down version of
pure site content - minus design elements, media files and everything else. Viewing this provides
one with an idea as to what keywords and content indexers are actually being seen, and what
elements of the page are meaningless to a search. The text version is what Google reads when it
indexes, so content must be created with this in mind, and using keywords in the most
advantageous ways. Alt-text keywords are helpful at times, but if the actual cached page text

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does not contain enough quality content, with appropriately used keywords, indexers will not
find enough relevance to give a page priority.

How can a person know whether their site is being seen as relevant, or if they need to work on
improving the SEO of their cache? The answer is actually fairly simple. Check the last cached
date. If it is within 24-48 hours of any website changes, it is a good sign that Google finds the
page to be relevant, and important enough to cache quickly. Any longer means the page is further
down the list in importance, and other pages are taking priority. Finding the best SEO company
to help improve content for better cache and page rank, is advisable.

Just when it seemed there couldn‘t possibly be any more things for the best SEO company to
know about, the page cache or Google‘s search engines reminds us there are always additional
ways to improve SEO. Understanding the importance of cache, and how it can improve
optimization, is essential knowledge for those website owners and designers looking for every
method possible to improve page rank!

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7. Introduction to Google AdSense
Google AdSense is a program run by Google that allows publishers in the Google Network of
content sites to serve automatic text, image, video, or interactive media advertisements, that are
targeted to site content and audience. These advertisements are administered, sorted, and
maintained by Google. They can generate revenue on either a per-click or per-impression basis.
Google beta-tested a cost-per-action service, but discontinued it in October 2008 in favor of a
Double-click offering (also owned by Google).In Q1 2014, Google earned US $3.4 billion ($13.6
billion annualized), or 22% of total revenue, through Google AdSense. AdSense is a participant
in the AdChoices program, so AdSense ads typically include the triangle-shaped AdChoices icon
.This program also operates on HTTP cookies. Over 14 million websites are using Ad Sense.

Google uses its technology to serve advertisement based on website content, the user's
geographical location, and other factors. Those wanting to advertise with Google's targeted
advertisement system may enroll through Google AdWords. AdSense has become one of the
popular programs that specialize in creating and placing banner advertisements on a website or
blog, because the advertisements are less intrusive and the content of the advertisements is often
relevant to the website. Many websites use AdSense to make revenue from their web content
(website, online videos, online audio content, etc.), and it is the most popular advertising
network. AdSense has been particularly important for delivering advertising revenue to small
websites that do not have the resources for developing advertising sales programs and
salespeople to seek out advertisers. To display contextually relevant advertisements on a website,
webmasters place a brief Javascript code on the website's pages. Websites that are content-rich
have been very successful with this advertising program, as noted in a number of publisher case
studies on the AdSense website. Google has removed the policy of limiting AdSense ads to three
ads per page. Now, Adsense publishers can place unlimited amount of AdSense ads on a page.

Some webmasters put significant effort into maximizing their own AdSense income. They do
this in three ways:

1. They use a wide range of traffic-generating techniques, including but not limited to online
advertising.

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2. They build valuable content on their websites that attracts AdSense advertisements, which pay
out the most when they are clicked.

3. They use text content on their websites that encourages visitors to click on advertisements.
Note that Google prohibits webmasters from using phrases like "Click on my AdSense ads" to
increase click rates. The phrases accepted are "Sponsored Links" and "Advertisements".

The source of all AdSense income is the AdWords program, which in turn has a complex pricing
model based on a Vickrey second price auction. AdSense commands an advertiser to submit a
sealed bid (i.e., a bid not observable by competitors). Additionally, for any given click received,
advertisers only pay one bid increment above the second-highest bid. Google currently shares
68% of revenue generated by AdSense with content network partners, and 51% of revenue
generated by AdSense with AdSense for Search partners. On June 18, 2015, Google announced
rebranding of AdSense with a new logo.

7.1. Content

The content-based advertisements can be targeted for users with certain interest or contexts. The
targeting can be CPC ("per click") or CPM (per impression) based, the only significant
difference in CPC and CPM is that with CPC targeting, earnings are based on clicks while CPM
earnings recently are actually based not just per views/impression but on a larger scale, per
thousand impression, therefore driving it from the market, which makes CPC ads more common.
There are various ad sizes available for content ads. The ads can be simple text, image, animated
image, flash video, video, or rich media ads. At most ad sizes, users can change whether to show
both text and multimedia ads and just one of them. As of November 2012, a grey arrow appears
beneath AdSense text ads for easier identification. Google made a policy update regarding the
[
number of ads per page, the three ads per page limit has been removed.

7.2 Search

AdSense for search allows publisher to display ads relating to search terms on their site and
[8]
receive 51% of the revenue generated from those ads. AdSense custom search ads can be
displayed either alongside the results from an AdSense Custom Search Engine or alongside
internal search results through the use of Custom Search Ads. Custom Search Ads are only
available to "white-listed" publishers. Although the revenue share from AdSense for Search

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(51%) is lower than from AdSense for Content (68%) higher returns can be achieved due to the
potential for higher Click Through Rates.

7.3Video

AdSense for video allows publishers with video content (e.g., video hosting websites) to generate
revenue using ad placements from Google's extensive advertising network. The publisher is able
to decide what types of ads are shown with their video inventory. Formats available include
linear video ads (pre-roll or post-roll), overlay ads that display AdSense text and display ads over
the video content, and the TrueView format. Publishers can also display companion ads - display
ads that run alongside video content outside the player. AdSense for video is for publishers
running video content within a player and not for YouTube publishers.

7.4.Link units

Link units are closely targeted to the interests of your users. Because users directly interact with
the ad unit, they may be more interested in the ads they eventually see.

AdSense publishers are paid for clicks on the ads that are linked from link unit topics, not for
clicks on the initial topics themselves. The ads on the linked page are pay-per-click Google ads
similar to those shown in regular AdSense ad units. Link Units

How it works?

The webmaster who wishes to participate in AdSense inserts the AdSense JavaScript code
into a webpage.
Each time this page is visited by an end user (e.g., a person surfing the Internet), the
JavaScript code uses unlined JSON to display content fetched from Google's servers.
 For contextual advertisements, Google's servers use a web cache of the page created by
its Mediabot "crawler" to determine a set of high-value keywords. If keywords have been
cached already, advertisements are served for those keywords based on the AdWords bidding
system. (More details are described in the AdSense patent.)
For website-targeted advertisements, the advertiser chooses the page(s) on which to display
advertisements, and pays based on cost per mille (CPM), or the price advertisers choose to
pay for every thousand advertisements displayed.

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 For referrals, Google adds money to the advertiser's account when visitors either download
the referred software or subscribe to the referred service. The referral program was retired in
August 2008.
Search advertisements are added to the list of results after the visitor/user performs a search.
Because the JavaScript is sent to the Web browser when the page is requested, it is possible
for other website owners to copy the JavaScript code into their own webpages. To protect
against this type of fraud, AdSense publishers can specify the pages on which advertisements
should be shown. AdSense then ignores clicks from pages other than those specified.

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8. Introduction to ADWORDS

Ad Words (Google AdWords) is an advertising service by Google for businesses wanting to

display ads on Google and its advertising network. The AdWords program enables businesses to
set a budget for advertising and only pay when people click the ads. The ad service is largely
focused on keywords.
Businesses that use AdWords can create relevant ads using keywords that people who search the
Web using the Google search engine would use. The keyword, when searched for triggers your
ad to be shown. AdWords at the top ads that appear under the heading "Sponsored Links" found
on the right-hand side or above Google search results. If your AdWords ad is clicked on, Google
search users are then directed to your website.

8.1. Campaign experiments

AdWords Campaign Experiments allow you to test changes to your account — such as your
keywords, bids, ad groups, or placements — on a portion of the auctions that your ads participate
in. How it works When you create an experiment, you decide what sort of change you want to
test.

For example, you could test adding new keywords, raising a bid, trying new ads, or using
different placements. Then, you decide what percentage of your auctions should have this
experimental change. Keep in mind that AdWords Campaign Experiments are random-auction,
meaning that every time a user conducts a search on Google.com or on a search partner website,
or a new user loads a webpage on our Content partners, we'll randomly decide to make either
your control or experimental split active for the auction (based on the percentage you set within
experiment settings). After the experiment has been running for a short while, you can view the
results in the same table you use to view performance for your campaigns and ads. These tables
will also tell you if your experimental changes are performing significantly better or worse than
the ads without changes. While your experiment goal will depend on your business, some
common goals for advertisers include:

• Increasing conversions

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• Increasing clicks or impressions

• Improving return on investment

• Improving ad text

8.2. Benefits of online advertising and AdWords

Online advertising allows you to show your ads to the people who are likely to be interested in
your products and services, while filtering out folks who aren't. And you can track whether those
people clicked your ads. Online advertising also gives you the opportunity to reach potential
customers as they use multiple devices — desktops, laptops, tablets, and smartphones.

1. Target your ads

Targeting gives you the ability to show your ads to reach people with specific interests —
namely, people who are interested in you products and services — and show them relevant ads.
AdWords offers different ways of targeting, which we'll go over in more detail later. For now,
here's a look at the choices that you have with online ads that can make your marketing
campaigns even more targeted: • Keywords: Words or phrases relevant to your products and
service, which are used to show your ads when customers search for those terms or visit relevant
websites.

Ad location: Show your ads on search engines, commercial sites, or personal sites.

• Age, location, and language: Choose the age, geographic location, and language of your
customers.

• Days, times, and frequency: Show your ads during certain hours or days of the week, and
determine how often your ads appear.

• Devices: Your ads can appear on all types of devices, and you can fine-tune which devices
your ads appear on and when.

2. Control your costs AdWords gives you control over how you spend your money. There‘s no
minimum. And you can choose how much you spend per month, per day, and per add You‘ll
only pay when someone clicks your add

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3. Measure your success With AdWords, if someone clicked your ad, you‘ll know. If they
clicked your ad and then did something valuable to your business -- purchased your product,
downloaded your app, or phoned in an order -- you can track that, too. By seeing which ads get
clicks and which ones don‘t, you‘ll also quickly see where to invest in your campaign. That, in
turn, can boost the return on your investment. You can get other valuable data, including how
much it costs you, on average, for advertising that leads to your customers‘ online purchases or
phone calls. And you can also use analytical tools to learn about your customer‘s shopping habits
-- how long, for instance, they tend to research your product before they buy.

4. Manage your campaigns AdWords also offers you tools to easily manage and monitor
accounts. If you manage multiple AdWords accounts, a My Client Center (MCC) manager
account is a powerful tool that could save you time. It lets you easily view and manage all of
your AdWords accounts from a single location. You can also manage your AdWords account
offline with AdWords Editor, a free, downloadable desktop application that allows you to
quickly and conveniently make changes to your account. With AdWords Editor, you can
download your account information, edit your campaigns offline, and then upload your changes
to AdWords. You can use AdWords editor to manage, edit, and view multiple accounts at the
same time, copy or move items between ad groups and campaigns, and undo and redo multiple
changes while editing campaigns.

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9. Introduction to Google's advertising networks

With AdWords, your ads can show on one or both of Google's advertising networks: the Google
Search Network and the Google Display Network. The campaign type you choose determines
which of these networks your ads will appear on.

9.2. Search Network

The Search Network includes Google Search, other Google sites such as Maps and Shopping,
and hundreds of non-Google search partner websites (like AOL) that show AdWords ads
matched to search results.

The Search Network can help advertisers do the following:

• Show their text ads next to Google search results

• Reach customers actively searching for their specific product or service .

9.B.The Display Network

It includes a collection of Google websites (like Google Finance, Gmail, Blogger, and
YouTube), partner sites, and mobile sites and apps that show AdWords ads matched to the
content on a given page. The Display Network can help advertisers do the following:

• Use appealing ad formats to reach a wide range of customers with broad interests

• Build brand awareness and customer loyalty

• Increase engagement with customers

• Choose more specifically where their ads can appear, and to what type of audience.

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10. Introduction to Ads

Depending on the type of campaign that you create, different types of ads formats and ad
extensions will be available. Keep in mind that all ads go through an approval process – we want
ads to be useful, varied, relevant and safe for users when serving them across the Google
Network. We review your active and paused ads, keywords and website according to our
advertising policies.

Types of ad formats include: Texts, Ad extensions, Image, WAP mobile, App promotion ads,
Instream video, Product Listing Ads, Call-only ads

10.1. Types of ad formats

Format Description Main benefits

Text Words only. * Boston's Best Maintain ads quickly and
Bonsais Ad easily. Reach customers
www.example.com Florist when they search on
And Indoor Plant Nursery. Google.
Spruce Up Your Desk
Today!
Image Static or interactive Showcase your product or
graphics. Animated ads in service in a visual way.
.gif and Flash format can be Reach customers on
used. websites that partner with
Google.
WAP mobile Create text or image ads for Connect with customers
WAP mobile devices. Note: on-thego, targeting your
Wireless Application ads based on their location.
Protocol (WAP) is a
standard for accessing
information over a wireless
network for mobile devices.

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 Video Video ads that show online. Deliver a rich and engaging
Run standalone video ads or experience to customers.
insert them in streaming Reach customers on
video content. websites that partner with
Google.
Call-only ads Call:(555)555-555 Drive phone calls to your
Adwww.example.com business with ads that
include your phone
number. People can click
on these ads and then call
your business directly.
These ads will only appear
on devices that can make
phone calls, and any field
in these ads can be hidden
to fit on smaller screens.

10.2 Types of ad extensions include:

1. Manual extensions App extensions

Show a link below your ad text that sends people to the app store or begins downloading your
app. .

2. Location extensions

Help people nearby find your nearest storefront or give you a call. Add a map pin, navigation
assistance and a call option to your ad. Amherst Ice Cream Parlour Ad www.example.com (413)
123-4567 Our specialty is pistachio. English majors, buy 1 get 1 free. 100 Dardanelles Rd,
Amherst MA.

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3. Review extensions

Showcase positive, third-party reviews from reputable sources. Start adding reviews. Mushroom
Foraging Tours Ad www.example.com Find chanterelle, porcini, oyster mushrooms with a fungi
guide! "So impressed. Brought home a pound of ceps." - exampleblog.com

4. Sitelink extensions

Add links to help people find what they‘re looking for. Choose your sitelinks. Walter's Bakery
for Dogs Ad www.example.com Artisanal Biscuits and Cakes. Doesn't your dog deserve it? •
Hours • Specials • Biscuits • Special diets

5. Callout extensions

Add descriptive text to your ad to help people learn more about what you have to offer. See how
callout extensions work. Acme Electronics Ad www.example.com Shop ACME Electronics for
laptops, smartphones, video games and more! Free shipping • 24-7 customer service • Price
matching

6. Automated extensions

Consumer ratings Show off what customers appreciate with high-quality survey data. Learn
more about consumer ratings. Example Brokerage Ad www.example.com Explore The
Advantages of Our Brokerage Account Ratings: Selection 9.5/10 - Sign Up 10/10 - Fees 9/10
Previous visits Show people if they've clicked through to your website from Google Search
results before. See how previous visits work. Aunt Lynne's Jewelry Ad www.example.com
Dangly earrings, bangles, and rings. All handmade! You've visited example.com 7 times. Last
visit: today

7. Social extensions

Show how many Google+ followers you have. Add social extensions. Anna's Pet Supplies Ad
www.example.com Variety of hamster wheels, personally chosen by Anna! Anna's Pet Supplies
has 136,864 followers on Google+ Seller ratings Show your online business ratings with your ad.
Learn more about seller ratings. Sarah's Designer Shoe Store Ad www.sarah-shoes.com 4.0

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★★★★★ rating for sarah-shoes.com Free Shipping, Free Returns on Large Selection of
Discount Shoes

10.3 Best practices for creating effective ads

1. Connect your ads and keywords

Include at least one of your keywords in your ad text to show potential customers that it's
relevant to what they're looking for. You want make sure that your ad text is readable, however,
so don't include too many keywords in your ad.

2. Highlight what makes you unique

Include the products, services, or offers that make your competitive, like discounts, promotions
or exclusives. For example, if you offer free shipping, tell your customers that. You'll also want
to consider including your brand or company name so your customers see a name they recognize.

3. Include a call-to-action

Whether you're selling a something or offering a service, tell people how they can buy your
products or contact you. Call to actions like purchase, call today, order, or get a quote make clear
what the next steps are.

4. Match your ad to your landing page

Look at the page that you're linking to from your ad (the landing page), and make sure that the
promotions or products in your ad are included in there. You can also look for call-to-action
phrases on your landing page.

5. Tailor your ads for mobile

People looking at mobile ads are more likely to want to know where you're located, or to call
you. Create mobile-preferred ads with mobile call-to-actions like "Find nearby stores" and send
people to mobileoptimized landing pages.

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6. Use ad extensions

Show extra information about your business with ad extensions, like sitelinks, location, and call
extensions. Ad extensions, which "extend" from your text ads, tend to improve your ad's
visibility and can help improve the clickthrough rate (CTR) of your ads. Keep in mind that the
expected CTR from ad extensions is one factor that AdWords uses to calculate your Ad Rank.

7. Experiment

Create three to four ads for each ad group, and use different messages for each to see which does
the best. AdWords rotates ads automatically to show the best-performing ads more often.

10.4 Creating ad groups

Each ad group contains a set of keywords, ads and bids that you manage. For your Display
Network campaigns, your ad groups can include other targeting methods, such as demographics
or remarketing lists. Some of the main components of ad groups for campaigns that you'll run on
the Search or Display Network include: Keywords Tips for creating your keyword list: Choosing
and organizing your keywords

● Think like a customer

● Align your keywords with your goals

● Group similar keywords into themes Researching new keywords

● Use the Keyword Planner or Display Planner

● Review your search terms report Optimizing your keywords

● Use keyword match types

● Include negative keywords

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10.5 Tools to plan a campaign

You can use Keyword Planner to build your Search Network campaigns, getting keyword and ad
groups ideas along with search traffic estimates. Or, you can use the Display Planner to plan your
Display Network campaigns, getting targeting ideas along with impression estimates. Both tools
allow you to add your plan to new campaigns or existing ones, or download your plan to share
with clients and colleagues.

1.Keyword Planner

It help you set up a well-structured campaign. You can also use Keyword Planner to help you
develop a campaign around an advertising goal. For example, if you want to drive sales, you
could use Keyword Planner to get additional keyword ideas based on your existing, well
performing keywords

Here are some of the benefits of Keyword Planner:

1a.Research keywords: You can get keyword ideas based on terms that are relevant to your
product or service, your landing page, or different product categories. The tool will automatically
organize related keyword ideas into ad groups. You can also multiply two or more list of
keywords, saving the time of manually combining keywords. Get historical statistics and traffic
estimates: Keyword Planner will show you statistics, like keyword search volumes, to help you
decide which keywords to use for your campaign. You can also get traffic estimates, like
estimated clicks, for a given bid and budget to get an idea of which bids and budgets to set.

2.b Display Planner

Like Keyword Planner, Display Planner is a free AdWords tool that you can use to plan your
Display Network campaigns. If you're using Display Planner to develop a new campaign, you'll
want to think about a few basic details, like your customers' interests or your landing page. You
can also use Display Planner to expand the reach of your existing campaigns, finding new
websites, mobile applications, and video channels where you can show your ads. Here are some
of the benefits of Display Planner:

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• Research targeting methods: You can get ideas for keywords, placements, and all other
Display Network targeting methods to help you plan your campaign.

• Get impression estimates and historical costs: See how your targeting ideas may perform
based on past results and get historical costs to help guide your budget and bid decisions.

10.6 Optimize your campaign

1.Improving your return on investment Basic ways to improve your ROI

● Use a landing page that's most relevant to your ad

● Use highly relevant keywords and ad text

● Adjust your bids

2.Keyword tips

● Use negative keywords to eliminate unwanted clicks

● Remove duplicate keywords

● Optimize low-performing keywords

● Perform a keyword diagnosis

● Check your keywords' estimated first-page bids

3.Ad text tips

● Understand the buying cycle

● Enhance your ad with extensions Bid and budget tips

● Experiment with bids and budgets to see what works

● Allocate your budget according to performance

● Adjust your keyword bids

● Use ad scheduling to automatically change your bids throughout the day

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Increasing your brand awareness on the Display Network With a brand engagement campaign,
you want to build awareness of and positive associations with your company and its products and
services.

You can do this using:

● Targeting options

● Ad formats

● Bidding strategy

10.7. The quality of your ads

Higher quality ads can lead to lower prices and better ad positions. To give you a better
understanding of how ad quality works on AdWords, we'll go over Quality Score and Ad Rank.
The Quality Score reported in your account is an estimate of the quality of your ads and landing
pages triggered by that keyword in auctions throughout the day. Ad Rank determines the order in
which your ad shows up on the page (also known as ad position).

The components of Quality Score are expected clickthrough rate (CTR), ad relevance, and
landing page experience. Each keyword gets a Quality Score on a scale from 1 to 10, where 1 is
the lowest score and 10 is the highest. Why does your ad quality matter? The more relevant your
ads and landing pages are to the user, the more likely it is that you'll have a higher Quality Score
and benefit from having higher quality components of your Ad Rank, such as a higher ad
position or lower cost-per-click (CPC). Keep in mind that Quality Score is intended to give you a
general sense of the quality of your ads, but doesn't take into account any auction-time factors,
such as someone's actual search terms, type of device, language preference, location, or the time
of day. Ad Rank, however, does take into account auction-time factors and determines where
your ad appears on the page or whether it appears at all. Every time one of your ads competes in
the auction, AdWords calculates your Ad Rank using your bid amount, the components of
Quality Score (expected CTR, ad relevance, and landing page experience), and the expected
impact of extensions and other ad formats. Does this mean that a higher bid can always lead to a

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higher ad position? No. Even if your competition has higher bids than yours, you can still win a
higher ad position at a lower price by using highly relevant keywords, ads, and ad extensions

10.8. Choosing a bidding strategy

Choosing how you'll spend your money means choosing how you'd like to bid. Try choosing a
bidding strategy based on your goals, such as whether you want to focus on getting clicks,
impressions, or conversions.

We'll go over your bidding options in more detail later, but here's an overview of the strategies

• Cost-per-click (CPC): If you want to focus on clicks on your ads and drive traffic to your
website, you'll want to use CPC bidding.

• Cost-per-thousand impressions (CPM): If you want to focus on impressions — the number

of times your ad shows — and increase awareness of your brand, you'll want to use CPM
bidding. Note that CPM bidding is available for Display Network campaigns only.

• Cost-per-acquisition (CPA): If you want to focus on conversions — which is when people

take a specific action on your website after clicking one of your ads — you'll want to use CPA
bidding.

10.9. Setting a daily budget

Your daily budget is the amount you're willing to spend each day, on average, for each ad
campaign in your account. The amount is entirely up to you, and you can edit it whenever you
like.

When you set your bids, you set the maximum amount you're willing to pay for either 1 click on
your ad, 1,000 ad impressions, or 1 conversion. Your actual costs will likely vary from auction to
auction. But even though your actual costs may vary, your daily budget puts a limit on how
much you can accrue in costs over the average number of days in a month (30.4)

39
10.10. How much you're charged

The final amount you're charged depends on what type of bidding strategy you choose.

If you're using CPC or CPM bidding, the actual amount you'll be charged is no more than what's
needed for your ad to appear higher than the advertiser immediately below you.

10.10.a CPC bidding

With CPC bidding, you can set a maximum amount that you're willing to pay for a click on your
ad — this is a maximum cost-per-click bid, or simply "max. CPC." This bidding method can be a
good value because you pay only when a viewer is interested enough to click your ad and learn
more.

If you use CPC bidding, you'll have the option to use manual bidding and choose your own bid
amounts or automatic bidding and let AdWords set your max. CPC bid for you to get as many
clicks as possible given your overall budget.

Manual bidding gives you more control over your bids — for example, you can set different
bids for individual keywords or Display Network targeting methods. With automatic bidding,
you don't have to spend a lot of time setting and managing your bids.

When setting a max. CPC, you can figure out your bid amount based on what you know about
your business and the value of a sale or customer lead. For example, if you sell US$5000
diamond rings, one new customer is probably worth more than if you sell US$0.99 packs of
gum. You'll also want to use Keyword Planner to help you set CPC bids — the tool shows you
how often some keywords get searched and gives you cost estimates at a glance.

10.10.b CPM bidding

With CPM bidding, you bid for your ad based on how often it appears on the Display Network.
Why use CPM bidding? If your advertising goal is to get your business' name in front of more
people, for example, you might care more about ad impressions than clicks and visits to your
website.

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When you set a CPM bid, you set the maximum amount you're willing to pay per 1,000 ad
impressions (we call this "max CPM")

One thing to keep in mind is that ads with different bid types can compete for the same Display
Network placements. When CPC and CPM ads compete for the same placement, the two types
of ads are compared apples-to-apples on how much they're effectively willing to pay for the
impression. For a CPM ad, the max CPM bid represents how much the advertiser is willing to
pay for each 1000 impressions; with a CPC ad, Google estimates how many clicks the ad might
receive in 1000 impressions to get the comparison.

10.10.c CPA Bidding

If you're using CPA bidding, the actual amount you'll be charged might exceed your specific bid
because the actual amount depends on factors outside of Google's control, such as changes to
your website or ads, or increased competition in ad auctions. Keep in mind that our system is
designed to adjust over time, so the longer you use CPA bidding, the less likely it is that your
actual CPA will exceed your specific bid.

CPA bidding is a bidding method that lets you tell AdWords the amount you're willing to pay for
a conversion. It can help you reach customers who are likely to take action on your website.

To use CPA bidding, you'll need to either set up conversion tracking, cross-account conversion
tracking, or be importing data from Google Analytics. You'll also need to turn on Conversion
Optimizer. Conversion Optimizer uses historical information about your campaign, and
automatically finds the optimal equivalent CPC bid for your ad each time it's eligible to appear.

You'll also need to set a maximum CPA bid, which is the maximum amount you'd like to pay for
a conversion, or a target CPA bid, which is the average amount you'd like to pay for a
conversion. We recommend using target CPA since it's easier to track your average conversion
costs, and people using this option tend to get more conversions.

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When you set up Conversion Optimizer, we provide a recommended bid that's based on your
historical performance. It's best to start with the recommended bid, then monitor your
performance and adjust as necessary.

10.11. Bid adjustments and flexible bid strategies

Once your campaigns are up and running, you'll want to consider setting bid adjustments to gain
more control over when and where your ad is shown, helping you to improve your return on
investment.

Bid adjustments allow you to increase or decrease every bid in your campaign to bid more or
less competitively for searches across devices, locations, time of day, and more. You can also
use bid adjustments for campaigns that target the Google Display Network, setting bid
adjustments for specific targeting methods like topics or placements, to show your ad to the most
relevant audience.

How do bid adjustment works? Bid adjustments are set by percentages. Say that you know your
campaign performs well on mobile devices, you can set a +20% bid adjustment, for example, for
searches on mobile devices to increase your bids for mobile to try to capture all available traffic

More advanced bidding options that you can use are flexible bid strategies, which automatically
set your bids to optimize your performance based on different advertising goals. Flexible bid
strategies give you automated bidding exactly when, where, and how you want it — across
multiple campaigns, or within a single part of a campaign.

Here are the different types of strategies:

• Maximize clicks: Automatically sets your bids to help you get the most clicks within a target
spend amount that you choose.

• Target search page location: Automatically adjusts your bids to help you get your ads to the
top of the page or the first page of search results.

42
• Target cost-per-acquisition (CPA): Automatically sets your bids to help you get as many
conversions as possible, while reaching an average cost-per-acquisition goal that you set.

• Enhanced cost-per-click (ECPC): Automatically adjusts your manual CPC bid up or down
based on each click's likelihood to result in a conversion

• Target return on ad spend (ROAS): Automatically sets your bids to maximize your
conversion value, while trying to reach an average return on ad spend.

• Target outranking share: Automatically raises or lowers your bids to help your ads outrank
ads from another domain.

43
11. Introduction to Google Analytics

Google Analytics is a freemium web analytics service offered by Google that tracks and reports
[1] [2]
website traffic. Google launched the service in November 2005 after acquiring Urchin.
[3]
Google Analytics is now the most widely used web analytics service on the Internet. Google
Analytics is offered also in two additional versions: the subscription-based Google Analytics
[4]
360, previously Google Analytics Premium, targeted at enterprise users, and Google
Analytics for Mobile Apps, an SDK that allows gathering usage data from iOS and Android
Apps.

11.1. Benifits

Import Analytics goals and Ecommerce transactions directly into your AdWords account.

• Import valuable Analytics metrics — such as bounce rate, percentage of new sessions, and
pages/session — into your AdWords account.

• Take advantage of enhanced remarketing capabilities.

• Get richer data in the Analytics multi-channel funnels reports.

• Use your Analytics data to enhance your AdWords experience.

11.2. Limitations

In addition, Google Analytics for Mobile Package allows Google Analytics to be applied to
mobile websites. The Mobile Package contains server-side tracking codes that use PHP, Java
Server Pages, ASP.NET, or Perl for its server-side language.

However, many ad filtering programs and extensions (such as Firefox's Ad block, and No Script)
and the mobile phone app Disconnect Mobile can block the Google Analytics Tracking Code.
This prevents some traffic and users from being tracked and leads to holes in the collected data.
Also, privacy networks like Tor will mask the user's actual location and present inaccurate
geographical data. Some users do not have JavaScript-enabled/capable browsers or turn this

44
feature off. However, these limitations are considered small—affecting only a small percentage
of visits.

The largest potential impact on data accuracy comes from users deleting or blocking Google
Analytics cookies. Without cookies being set, Google Analytics cannot collect data. Any
individual web user can block or delete cookies resulting in the data loss of those visits for
Google Analytics users. Website owners can encourage users not to disable cookies, for
example, by making visitors more comfortable using the site through posting a privacy policy.

These limitations affect the majority of web analytics tools which use page tags (usually
JavaScript programs) embedded in web pages to collect visitor data, store it in cookies on the
visitor's computer, and transmit it to a remote database by pretending to load a tiny graphic
"beacon".

Another limitation of Google Analytics for large websites is the use of sampling in the
generation of many of its reports. To reduce the load on their servers and to provide users with a
relatively quick response to their query, Google Analytics limits reports to 500,000 randomly
sampled sessions at the profile level for its calculations. While margins of error are indicated for
the visits metric, margins of error are not provided for any other metrics in the Google Analytics
reports. For small segments of data, the margin of error can be very large.

11.3. Support centre

] [41]
Google offers free Google Analytics IQ Lessons, Google Analytics certification test, free
-
Help Center FAQ and Google Groups forum for official Google Analytics product support. New
product features are announced on the Google Analytics Blog.Enterprise support is provided
through Google Analytics Certified Partners.

45
Fig 11.1

46
12. Introduction to Wordpress
WordPress is a free and open-source content management system (CMS) based on PHP and
MySQL. WordPress is installed on a web server that is either part of an Internet hosting service
or a network host in its own right. The first case may be a service like WordPress.com, for
example, and the second case could be a computer running the software package WordPress.org.
A local computer may be used for single-user testing and learning purposes. Features include a
plugin architecture and a template system. WordPress was used by more than 27.5% of the top
10 million websites as of February 2017. WordPress is reportedly the most popular website
management or blogging system in use on the Web, supporting more than 60 million websites.

A.SEARCHING WORDPRESS ON GOOGLE

Fig 12.1 search wordpress on Google

47
B.CREATING ACCOUNT ON WORDPRESS

Fig 12.2 login in wordpress

C.SELECTING OPTION OF WEBSITE

Fig 12.3 select website option

48
D.SELECTING A THEME

WordPress users may install and switch between different themes. Themes allow users to change
the look and functionality of a WordPress website without altering the core code or site content.
Every WordPress website requires at least one theme to be present and every theme should be
designed using WordPress standards with structured PHP, valid HTML(HyperText Markup
Language), and Cascading Style Sheets (CSS). Themes may be directly installed using the
WordPress "Appearance" administration tool in the dashboard, or theme folders may be copied
directly into the themes directory, for example via FTP. The PHP, HTML and CSS found in
themes can be directly modified to alter theme behavior, or a theme can be a "child" theme
which inherits settings from another theme and selectively overrides features. WordPress themes
are generally classified into two categories: free and premium. Many free themes are listed in the
WordPress theme directory, and premium themes are available for purchase from marketplaces
and individual WordPress developers. WordPress users may also create and develop their own
custom themes. The free theme Underscores created by the WordPress developers has become a
popular basis for new themes.

49
 Fig 12.4 choose themes

E. Plugins

WordPress' plugin architecture allows users to extend the features and functionality of a website
or blog. WordPress has over 50,316 plugins available, each of which offers custom functions and
features enabling users to tailor their sites to their specific needs. These customizations range
from search engine optimization, to client portals used to display private information to logged in
users, to content management systems, to content displaying features, such as the addition of
widgets and navigation bars. Not all available plugins are always abreast with the upgrades and
[17]
as a result they may not function properly or may not function at all. Most plugins are
available through WordPress themselves, either via downloading them and installing the files
manually via FTP or through the WordPress dashboard. However, many third parties offer
plugins through their own websites, many of which being paid packages.

50
Native applications exist for WebOS, Android, iOS (iPhone, iPod Touch, iPad), Windows
Phone, and BlackBerry.

These applications, designed by Automattic, allow a limited set of options, which include adding
new blog posts and pages, commenting, moderating comments, replying to comments in addition
to the ability to view the stats.

F. Other features

WordPress also features clean integrated link management; a search engine–friendly,

permalink structure; the ability to assign multiple categories to posts; and support
for tagging of posts.

Automatic filters are also included, providing standardized formatting and styling of text in
posts (for example, converting regular quotes to smart quotes).

WordPress also supports the Trackback and Pingback standards for displaying links to other sites
that have themselves linked to a post or an article.

WordPress posts can be edited in HTML, using the visual editor, or using one of a number of
plugins that allow for a variety of customized editing features.

51
A.CREATING PAGES ON WORDPRESS

1.Select add pages from dashboard and create pages by giving them suitable title,description
and featured images.

Fig 12.5 create pages

2.Below given is the screenshots of pages created;

Fig 12.6 screenshots of pages created

52
3. To create menu go to theme customize then go to menu option and add and arrange the pages
in order of preference.

Fig 12.7 menu creation

53
4. To add social links on website , go to customize theme then go to widgets then select
add widgets in that select social links option and fill in the usernames .

Fig 12.8a adding social links

Fig 12.8b footer settings

54
1. THIS IS THE HOMEPAGE OF MY WEBSITE

Fig 12.9 homepage of website

2. THESE PAGES SHOW THE FACILITIES WE PROVIDE TO OUR CUSTOMERS

Fig 12.10 homepage of website

55
Fig 12.10a homepage

Fig 12.10b homepage

56
3. THIS PAGE SHOWS ABOUT TRAVEL SMART

Fig 12.11a about us

Fig 12.11b about us

57
4. THIS IS THE FLYER OF TRAVEL SMART SHOWING THE TRAVEL OFFER OF
RS.8250 ON TRAVEL WITH TRAVEL SMART SBI CARD

Fig 12.12a hot offers

Fig 12.12b offers

58
5. THIS IS THE TOUR PACKAGES ORDER OF TRAVEL SMART WHICH WILL BE
OPENED WHEN A CUSTOMER CLICLKS ON CLICK HERE TO ORDER BUTTON
WHICH IS PROVIDER UNDER THE FLYER

Fig 12.13a order form

59
Fig 12.13b order form

Fig 12.13c order form

60
6. THIS PAGE IS THE CONTACT PAGE INCASE IF A CUSTOMER WANTS TO
CONNECT WITH TRAVEL SMART

Fig 12.14 contact us page

61
13.Introduction to Multi-user and multi-blogging
Prior to version 3, WordPress supported one blog per installation, although multiple concurrent
copies may be run from different directories if configured to use separate database tables.
WordPress Multisites (previously referred to as WordPress Multi-User, WordPress MU, or
WPMU) was a fork of WordPress created to allow multiple blogs to exist within one installation
but is able to be administered by a centralized maintainer. WordPress MU makes it possible for
those with websites to host their own blogging communities, as well as control and moderate all
the blogs from a single dashboard. WordPress MS adds eight new data tables for each blog.

1.The name of my blog is One Of Our Traveller’s Experience

Fig 13.1 blog

62
14. Introduction to Blog commenting

It is an essential procedure for interaction between blogs, bloggers and blog readers. It is an
action wherein visitors or blog readers leave a comment to a blog post or article, reply to readers‘
comments, or the author himself answers or replies to visitors questions and comments. Blog
commenting is a good way to exchange thoughts and opinions about certain topic written as a
blog post.

14.1. Why Do Blog Commenting

You probably realized why blog commenting is essential to blogs. The communication and
exchange of thoughts and ideas between the blog post, bloggers and visitors is already an
effective way of knowledge sharing. There are other benefits to both blog owners and blog
readers.

14.2. Bloggers, blog site owners and the blog post itself benefits from
blog commenting.

Blog comments will keep the blog post updated – search engine loves updated contents.
Regularly updated contents have a better chance of getting higher rank on search engine results –
thus it is good for SEO.

The blog post increases its value and importance because of user-contributed contents (their
comments), considering that your visitors left sensible and relevant comments which will add to
your existing contents.

14.3. Blog commenters benefits in leaving comments on blog posts.

Obviously, both bloggers and web site owners may also become commenters on other blogs.
Web site owners and bloggers can increase the inbound links to their site through blog
commenting. As you might have noticed, the blog commenting systems of blogging platform
such as WordPress (which we also use to power this blog) have the Name, Email and URL fields.
By including your website‘s URL on the URL field, you‘re leaving a link back to your website.
Blog commenting is actually a very effective way to get backlinks and an essential ingredient for
search engine optimization. For SEO purposes, we made lists of blog commenting sites together
with dofollow
blogs list.

63
Blog commenters may ask questions and answers through comments and replies from the author,
or from other readers who may share related information.

14.4. Blog Commenting System

Since the web is an information gateway, blog commenting is a good channel for exchanging
information across the web. In SEO perspective, it is one of the most effective ways to increase
backlinks and traffic to your website.
Modern website and blogging platforms that are used as the backbone in building blogs and web
sites such as WordPress, Blogger, TypePad, and similar content management system has blog
commenting system that allows visitors to leave a comment on a blog. Blog commenting
became an essential feature of Web 2.0 web sites which involved web site visitors to interact
with other visitors, the author, or the web site itself.

Fig 14.4(a) blog on blogger.com

64
Fig 14.4(b) blog commenting

65
15. AD posting

1. olx

URL: https://www.olx.in/item/goa-trip-only-at-10000-per-
person-ID1cRJ9W.html

Title: Goa trip only at 10000 per person

Description: 50% off on Goa trip, now travel Goa only at Rs.10000 per
person.

for more information visit : travelgood2017.wordpress.com

Fig: 15.1 ad on olx

66
2. Backpage

URL:
http://posting.delhi.backpage.com/online/classifieds/VerifyAd?id=w
ww-162b427ad2b52ba88c2098dab05d7a4f-
1499350702&oid=39665663

Title: Best of Kerala at rs.29500 only.

Description: Your trip begins in the hill town of Munnar, known

for its expansive plantations, shimmering waterbodies and endemic
wildlife.

for more information visit: travelsmart2017.wordpress.com

Fig: 15.2 ad on backpage

67
3. Indiaweb

url: http://www.indianweb.com/kollam-classifieds/travel-guide/

Title: Best of Kerala at rs.29500 only.

Description: Your trip begins in the hill town of Munnar, known

for its expansive plantations, shimmering waterbodies and endemic
wildlife.

for more information visit: travelsmart2017.wordpress.com

Fig: 15.3 ad on India web

68
4. Indialist

url: https://www.indialist.com/item/goa-trip-only-at-10000-per-
person-ID1cRJ9W.html

Title: Goa trip only at 10000 per person

Description: 50% off on Goa trip, now travel Goa only at Rs.10000 per
person.

for more information visit : travelgood2017.wordpress.com

Fig:15.4 ad on india list

69
5. Click.in

url: http://delhi.click.in/best-of-goa-only-at-rs-10000-c95-v25469555

Title: Goa trip only at 10000 per person

Description: 50% off on Goa trip, now travel Goa only at Rs.10000 per
person.

for more information visit : travelgood2017.wordpress.com

Fig:15.5 ad on click.in

70
 BIBLIOGRAPHY
1. https://en.wikipedia.org/wiki/Digital_marketing
2.https://www.businesszone.co.uk/community-voice/blogs/robbo75/10-benefits-of-digital-
marketing-v-traditional-marketing
3. https://en.wikipedia.org/wiki/Search_engine_marketing
4. http://www.webholism.com/seo/what-does-seo-mean
5. http://www.webopedia.com/TERM/I/internet_marketing.html
6. http://searchmicroservices.techtarget.com/definition/crawler
7. http://www.mheroes.com/seo-and-google-cache-do-you-know-the-importance-of-this/
8. http://whatis.techtarget.com/definition/Google-Adsense
9. https://support.google.com/partners/answer/6123881?hl=en
10. https://www.impawa.com/documents/adwords-fundamentals.pdf
11. https://www.google.com/analytics/#?modal_active=none
12. https://wordpress.com/
13. https://travelgood2017.wordpress.com/
14. https://travelgood2017.wordpress.com/facilities/
15. https://travelgood2017.wordpress.com/about-2/.
16. https://travelgood2017.wordpress.com/hot-offers/
17. https://travelgood2017.wordpress.com/contact-us/
18. https://www.backpage.com/
19. https://www.olx.in/
20. http://delhi.click.in/.