Google keyword planner-Tool can help you find out which keywords are most relevant and will

work
best for your new campaign. For example, if you type in “pet portraits,” the tool will show you other
related searches.

FINE TUNE KEYWORDS :

Keywords are broad match by default. Aside from broad match, the other primary match
types are phrase match and exact match. To change broad match to phrase, simply place
quotations around the keyword. So, the keyword London portrait photographer becomes
“London portrait photographer.”

Phrase match tells Google Ads or Bing Ads that adverts can’t be displayed unless the search
includes the entire phrase. So if someone searches for “London portrait photographer” that’s
great-your ads can show up! Minor variations, like plurals, are included. This means that a
search for “London portrait photographers” can also trigger your ad.

But, if someone searches for the more generic London photographer, your ad won’t show up,
because the word portrait is missing.

With phrase match, the searcher can include words before and after the phrase, so “East
London portrait photographer” could also trigger an ad.

To get even more specific, exact match keywords are distinguished by enclosing the word or
phrase in square brackets. So, the keyword London portrait photographer becomes
[London portrait photographer].

Now, if someone searches for portrait photographer, your ad can’t appear because it doesn’t
match the keyword exactly. Along the same lines, a search for London photographer also
won’t trigger your ad.

Unlike phrase match, the ad can’t display if the searcher includes additional words. But minor
variations, like plurals, can still trigger the ad. As you change keywords from broad match, to
phrase, to exact, it restricts the opportunities for ads to display. Your best bet is to try to find
a match type balance, allowing ads to show to likely prospects, but blocking ads when you
think success is unlikely.

As you add restrictive match types for keywords, you’ll probably notice that your traffic
quantity goes down... but traffic quality should improve. And that’s what matters here.

Whats working and what’s not ie tracker

Can you think of what conversions you’d want to track for your own business? So how can
you actually track these conversions? Well, you can use tools provided by search engines.
These allow you, or whoever is managing your website for you, to place a small piece of
code on certain pages of your website. That sounds complicated, especially if you don’t have
any technical support, but don’t worry, we’ll walk you through it.
Let’s go back to the nature photography business. You want to track a completed order, so
you need to figure out the proper place for the conversion tracking code. You wouldn’t want
to put the code on your homepage—if you do that, you’ll be counting conversions every time
someone visits your site.

Instead, you would install the conversion tracking code on the order confirmation page.
That’s the page customers see after they complete an order. That way, you know a conversion
happened. Next, you decide to track online inquiries. Just like the previous example, you
need to install the conversion tracking code on a page the visitor sees only after they submit
an inquiry. For example, on the page that thanks the customer after they’ve placed an order.
Make sense? In order to properly track conversions, you need to attach the code to pages
someone will only see after they’ve taken the action you want. Once you install the code,
you’ll start getting reports that tell you how many conversions you got. That’s valuable
information in figuring out if your online ad campaigns are working. To sum up: By using
online tools from search engines like Bing or Google, you can measure online conversions
and set yourself up for success.

Social Media plan :

The good news is there are tools out there that can help you do that and more. With social
media management tools like Hootsuite, Buffer, and Everypost, you can create the things
you want to post and share in advance. You can decide which networks you want to share
them on, and you can collaborate with your co-workers to let them help you along the road to
social media success.

Search campaigns for mobile

Search engines like Google and Bing will allow you to specify certain ads as “mobile
preferred.” Which means that users on desktops won’t see your mobile ads. And vice versa.
That’s a nice, quick way to make sure the work you’ve done on those mobile ads really pays
off. Here’s one last tip. People on mobiles behave differently to people on computers, and
how much you choose to pay for your ads can reflect this. Let’s say you’ve been running a
successful search advertising campaign. But you check your analytics and notice that people
on mobiles are 10% less likely to fill out your contact form. Well, if that’s the case, you can
use something called a “bid adjustment” to bid a 10% lower price when your ads are
appearing on mobile. Using bid adjustments can help you make sure you’re spending your
money wisely, and getting the best bang for your buck. Alright, we’ve covered a lot of
techniques for making your search ads work well on mobiles. Remember, having a mobile-
friendly site is crucial. Research the types of keywords your customers tend to search for
when they’re on their mobiles. Keep your ads laser focused. And make sure you take
advantage of special features for your ad campaigns.

Crafting great marketing emails

When possible, personalise or localise the subject line. For example: “Jane, is your pup the
healthiest in London?”
It’s best to avoid words like “free,” “percent off,” “reminder,” and “specials,” as well as
pound (£) symbols and exclamation points. These are all known to trigger spam filters. Now,
you’ve captured your customers’ attention, and they’ve opened your email. Congratulations!
That’s half the battle.

At this point, keep in mind how busy your customers are, and how many other emails they
get every day. Even if you’ve crafted the most intriguing message possible, they’ll likely just
scan it. So keep your content concise, and get right to the point.

Advertising on video sharing sites

Think about some ways you can pique the interest of cooking video enthusiasts. Do you have
similar types of recipes and tips? Do you have your own interviews with celebrity chefs?
Once you have some ideas of your audience’s interests, you can use the Google Ads program
to advertise on YouTube. Other video sites often allow advertising as well. You don’t need
videos of your own to advertise on these sites - you can use images and text instead. There
are even free tools, like Google’s Ad Gallery, that will help you create professional-looking
banners, for example.

Be sure your ad gives viewers a reason to visit your website and that they find something
compelling when they visit. You already know that this audience likes visual content, so
guide them to pages with stunning photos or your own videos, if you have them. Remember,
you want them to keep coming back for more.

Let’s say you’ve decided to advertise on YouTube. Once you have your ad ready to go, use
an Google Ads account to run your campaign. Within Google Ads, choose the category of
people you want to reach on YouTube, such as cooking enthusiasts.

When your target audience is watching videos on YouTube, your ad will then appear next to
the video, or even within the video itself, depending on the type of ad you choose.

Modeule 23

Turn data into insights

Using data to understand audiences

The right approach will vary depending on what information is most relevant to your business
scenario. If you want to know how people feel about your products or service, take a
qualitative approach and ask them directly. If you want to know something quantitative, such
as the amount of time someone spends on one of your blog posts, use an analytics tool to
review that specific metric. Often, combining quantitative and qualitative data will provide
you with a richer overall picture.

So where can you find all this data? Quantitative data can often be pulled from tools such as
Google Analytics or from the analytics features offered by most social media platforms. This
can be great for finding out information about demographics, search habits, and the journey a
customer has taken across your digital assets.
Alternatively, qualitative data is often gathered through connecting directly with people, such
as having a review section on your website or asking customers to fill out an online survey.

Combining different forms of data is a great way to identify what is working and what isn’t,
and can give you valuable insights about who interacts with your business.

Online data can also be used to complement your offline business approach. For example,
offline data like in-store customer surveys, can be combined with social media poll results to
give you a more detailed picture of customer needs and opinions. This allows you to make
informed business decisions - from deciding the time of day to post on social media, to
understanding how to improve products or services.

Understanding the Data Cycle

The data cycle is a popular way to help you make the most of the information collected from
various online marketing activities. Use it to help you prepare, action, and inform your
business decisions online. The four main stages of a data cycle are: Plan, Do, Check and Act.

Let’s explore the data cycle in action. Imagine a marketing team working at the local town
hall want to organise a digital advertising campaign to encourage people to cycle to work.

In the “Plan” stage, the team would identify their goal for this campaign and outline how they
plan to promote it. They decide their goal is to see a 25% reduction in commuter traffic over
the next three months using search advertising and social media marketing.

Next up is the “Do” stage of the cycle. This is when the team designs the ads and launches
the campaign.

A few weeks after the campaign has ended, the team measures how many people clicked on
the ads and assess whether the campaign had an impact on the number of people cycling to
work. They notice that while the search ads drove a substantial amount of new traffic to the
website, very few people saw or engaged with the social media campaign. This insight
highlights that the town hall’s social media campaign should be reassessed and optimised for
improvements. This is the “Check” stage of the data cycle.

Finally, the “Act” stage reveals where a business can use their findings to improve future
campaigns. In this case, the marketing team could decide to vary the social platforms used,
review the content they’re publishing, or post at different times of the day and see if these
changes help improve engagement.

Now that we’ve discussed the data cycle, let’s look at some tips to help you get the best
results from the data you collect.

Don’t get overwhelmed trying to collect as much data as possible. Focus your efforts on the
data sets that are most relevant to your goals and work to capture the right information at the
right time. Review the information you gather at periodic intervals. This will help you stay
aware of any data anomalies that may appear during the year, such as spikes or drops in sales
due to seasonal dates like national holidays.
Utilise online tools to help you gather the data you need and draw out the relevant insights.
Tools such as Google Analytics, Adobe Analytics and Webtrends can provide data on
website visits, including pages visited, time spent on site, and whether users have completed
a target action, like completing a contact form.

Finally, if you have access to historical data or data of past trends, use it and learn from past
experiences.

Creating actionable insights from your data

To uncover your own actionable insights, try following these six steps: define your goal:
Clearly outline what your campaign aims to achieve collect the data. Gather and organise any
statistics or information relevant to your goal interpret the data: Analyse trends and any
deviations from those trends to see how this has affected meeting your goals develop
recommendations: Provide justified suggestions on how to improve business practices based
on what you have learned from your data analysis take action: Put your recommendations
into practice and create an action plan to test your assumptions, and finally review your
outcomes: Evaluate whether your actions have had the desired impact and make note of how
you can further optimise to improve results.

Let’s look at an online example that explores how data can lead to actionable insights.

Susie is part of a team responsible for planning a charity fun run, and this year her goal is to
get 250 people to register. As her goal is to increase attendance, the data she collects from her
analytics software could include how many people completed the sign up form, which online
channel they used to register, and how many people shared posts on social media.

Analytics reveal that social media channels are the main source of sign ups, so next Susie
wants to determine which social media posts were most effective at driving registrations.

When interpreting the data, the trend emerges that registered runners who shares the charity’s
social media posts on their personal accounts generated the highest number of new
registrations.

By looking at these insights, Susie can conclude that registered runners become powerful
ambassadors and are able to spread the word of the race quickly and efficiently, encouraging
more sign-ups.

So, to turn this into an actionable insight, Susie now needs to combine the data gathered with
an action that can put her research to good use. For example, she could design a series of
social media posts that provide easy instructions on how registered runners can promote the
Fun Run across their own social network.