Dr.

Manmohan Bansal

DIGITAL MARKETING
Digital marketing is a multifaceted approach to promoting products, services, or brands using digital
channels and technologies. It encompasses various online tactics and strategies to connect with potential
customers where they spend a significant portion of their time: on the internet. Here's an introduction to
digital marketing, its core concepts, and key characteristics:

Introduction: Digital marketing leverages the internet and electronic devices such as computers,
smartphones, tablets, and social media platforms to reach target audiences. It has become a fundamental
aspect of modern business due to the increasing reliance on digital platforms for communication,
information, entertainment, and commerce. Digital marketing enables businesses to interact with their
customers in a more personalized, cost-effective, and measurable way compared to traditional marketing
methods.

Concept: Digital marketing encompasses a wide range of strategies and tactics, including but not limited
to:

1. Search Engine Optimization (SEO): Optimizing your website and content to rank higher in search
engine results pages (SERPs), increasing organic traffic.

2. Content Marketing: Creating and distributing valuable, relevant, and consistent content to attract
and engage a specific target audience.

3. Social Media Marketing: Using social media platforms like Facebook, Twitter, Instagram, and
LinkedIn to connect with customers, build brand awareness, and promote products or services.

4. Email Marketing: Sending targeted emails to a list of subscribers to nurture leads, promote
products, and build customer relationships.

5. Pay-Per-Click (PPC) Advertising: Running paid advertising campaigns on search engines (e.g.,
Google Ads) or social media platforms (e.g., Facebook Ads) to drive traffic and conversions.

6. Affiliate Marketing: Partnering with other businesses or individuals to promote your products or
services in exchange for a commission on sales.

7. Influencer Marketing: Collaborating with social media influencers or industry experts to endorse
your brand or products to their followers.

8. Online Public Relations (PR): Managing your online reputation and building relationships with
online media outlets and bloggers.

9. Analytics and Data Analysis: Collecting and analyzing data to measure the performance of digital
marketing campaigns and make informed decisions for improvement.

Characteristics: Several key characteristics define digital marketing:

1. Measurability: Digital marketing provides detailed metrics and analytics tools that allow
businesses to track the performance of their campaigns in real-time. This data helps in making
data-driven decisions and optimizing strategies.
Dr. Manmohan Bansal

2. Targeted Audience: It enables businesses to reach specific demographics, interests, and

behaviors, ensuring that marketing efforts are directed at the most relevant audience segments.

3. Cost-Effective: Digital marketing often offers better cost-efficiency compared to traditional

advertising methods. Advertisers can set budgets, monitor spending, and adjust campaigns as
needed.

4. Global Reach: Digital marketing has the potential to reach a global audience, breaking down
geographical barriers and expanding market reach.

5. Interactivity: It fosters two-way communication between businesses and customers. Social

media, email, and chatbots provide opportunities for engagement and feedback.

6. Personalization: Digital marketing allows for highly personalized content and recommendations,
enhancing the customer experience and increasing conversion rates.

7. Adaptability: The digital landscape is continually evolving. Marketers need to stay updated with
the latest trends and technologies to remain competitive and effective.

Digital Marketing In India

Digital marketing in India, like in many other parts of the world, refers to the use of various online channels
and digital technologies to promote products, services, or brands to a target audience. It encompasses a
wide range of activities aimed at reaching and engaging potential customers through the internet and
other digital platforms. Digital marketing in India has become increasingly important as more people in
the country have gained access to the internet and smartphones.

Here are some key components of digital marketing in India:

1. Website and Search Engine Optimization (SEO): Creating and optimizing websites to rank well in
search engine results pages (SERPs) like Google. This is crucial for organic, unpaid traffic.

2. Content Marketing: Producing and sharing valuable, relevant content to attract and engage the
target audience. This can include blog posts, videos, infographics, and more.

3. Social Media Marketing: Leveraging social media platforms like Facebook, Instagram, Twitter, and
LinkedIn to reach and engage with a specific audience.

4. Email Marketing: Sending targeted emails to potential and existing customers to promote
products, provide information, or build relationships.

5. Pay-Per-Click (PPC) Advertising: Running paid advertising campaigns on platforms like Google Ads
and Facebook Ads to drive traffic and conversions.

6. Affiliate Marketing: Partnering with individuals or other businesses to promote products or

services in exchange for a commission on sales generated.
Dr. Manmohan Bansal

7. Influencer Marketing: Collaborating with social media influencers to promote products or

services to their followers.

8. Analytics and Data Analysis: Using tools and data to measure the effectiveness of digital
marketing campaigns and make data-driven decisions for optimization.

9. Mobile Marketing: Tailoring marketing strategies for mobile devices, considering the significant
mobile user base in India.

10. E-commerce Marketing: Promoting and selling products online through e-commerce platforms,
such as Amazon, Flipkart, and others.

11. Local SEO: Optimizing online presence for local businesses to appear in local search results,
especially important for small businesses with a local customer base.

12. Video Marketing: Creating and promoting video content on platforms like YouTube and social
media, which has become increasingly popular in India.

Digital marketing in India is influenced by the unique characteristics of the Indian market, including diverse
languages, regional preferences, and cultural nuances. Companies and marketers often tailor their digital
marketing strategies to cater to these specific aspects while also leveraging the vast digital infrastructure
and growing internet penetration in the country.

Moving from Traditional to Digital Marketing

Businesses are increasingly shifting from traditional to digital marketing strategies to keep up with the
changing landscape of consumer behavior and technology. Here are some key ways in which this
transition is happening:

1. Online Presence: Businesses are recognizing the importance of having a strong online presence.
This includes not only having a website but also maintaining active profiles on social media
platforms and other relevant online channels.

2. Social Media Marketing: Social media platforms like Facebook, Instagram, Twitter, and LinkedIn
have become essential marketing channels. Companies are using these platforms to engage with
their audience, run targeted ads, and build brand awareness.

3. Search Engine Optimization (SEO): SEO is crucial for businesses looking to improve their online
visibility. Companies are investing in optimizing their websites to rank higher on search engine
results pages (SERPs).

4. Content Marketing: Content is king in the digital marketing world. Businesses are creating
valuable and relevant content through blogs, videos, infographics, and more to attract and retain
their audience.

5. Email Marketing: Email marketing remains an effective digital strategy for nurturing leads and
maintaining customer relationships. Businesses are using automation tools to send personalized
and timely email campaigns.
Dr. Manmohan Bansal

6. Pay-Per-Click Advertising (PPC): PPC advertising, such as Google Ads, allows companies to target
specific keywords and demographics, ensuring their ads are shown to a relevant audience.

7. E-commerce: Many businesses are transitioning to e-commerce platforms, especially in industries

like retail. This allows them to reach a wider audience and provide convenient online shopping
experiences.

8. Analytics and Data-Driven Decisions: Digital marketing provides valuable data and analytics.
Companies are using these insights to make informed decisions and refine their marketing
strategies.

9. Mobile Optimization: With the increasing use of smartphones, businesses are optimizing their
websites and marketing campaigns for mobile devices to reach users on the go.

10. Influencer Marketing: Collaborating with influencers in their respective niches is a popular digital
marketing tactic. This allows businesses to tap into an influencer's existing audience and
credibility.

11. Chatbots and AI: AI-powered chatbots are used for customer service and engagement. They can
provide instant responses and personalized interactions, enhancing the customer experience.

12. Video Marketing: Video content, whether on YouTube, TikTok, or other platforms, is gaining
traction. Many businesses are using video marketing to showcase products, explain services, and
engage with their audience.

13. Marketing Automation: Automation tools are streamlining marketing tasks, from sending emails
to scheduling social media posts. This frees up time and ensures consistency in messaging.

14. Customer Data and Personalization: Digital marketing allows for advanced customer
segmentation and personalization. Businesses can tailor their messages to specific customer
groups, increasing relevance.

15. Performance Tracking: Digital marketing campaigns can be tracked in real-time, allowing
businesses to measure their ROI and adjust strategies accordingly.

16. Agile Marketing: Businesses are adopting agile marketing methodologies, which involve rapid
iterations and adjustments based on real-time feedback and data.

17. Cybersecurity and Data Protection: As digital marketing relies on data, businesses are also
investing in cybersecurity and data protection to safeguard customer information.

How to move traditional marketing to digital marketing

Moving from traditional to digital marketing is a crucial transition for businesses in today's digital age.
Digital marketing offers a wide range of opportunities to reach and engage with your target audience in a
cost-effective and data-driven manner. Here's a step-by-step guide on how to make this transition:
Dr. Manmohan Bansal

1. Assess Your Current Marketing Strategy: Start by evaluating your existing marketing strategies,
including traditional channels such as print advertising, TV, radio, and direct mail. Understand
what's working and what isn't.

2. Set Clear Goals: Define specific, measurable, achievable, relevant, and time-bound (SMART) goals
for your digital marketing efforts. Consider objectives like increasing website traffic, generating
leads, boosting sales, or improving brand awareness.

3. Understand Your Target Audience: Identify your target audience's online behavior, preferences,
and demographics. This information will help you tailor your digital marketing efforts to reach the
right people.

4. Build a Strong Online Presence: Ensure that your website is user-friendly, responsive, and
optimized for search engines (SEO). Create profiles on relevant social media platforms and other
online channels where your audience spends time.

5. Content Creation: Develop a content strategy that aligns with your goals and resonates with your
audience. Create high-quality, relevant content such as blog posts, videos, infographics, and
ebooks that provide value to your target audience.

6. Email Marketing: Start building and segmenting your email list. Email marketing is a powerful tool
for nurturing leads and maintaining customer relationships.

7. Paid Advertising: Explore digital advertising options such as Google Ads, Facebook Ads, and other
paid media channels. These platforms allow you to target specific demographics and interests,
ensuring your ads reach the right people.

8. Social Media Marketing: Develop a social media strategy that includes regular posting,
engagement with followers, and paid promotions. Each platform has its unique strengths, so
choose the ones that align with your target audience and goals.

9. Analytics and Measurement: Implement analytics tools like Google Analytics to track the
performance of your digital marketing efforts. Analyze data to make informed decisions and
optimize your campaigns.

10. Budget Allocation: Shift your budget from traditional marketing channels to digital ones
gradually. Monitor the performance of your digital campaigns and adjust your budget allocation
based on ROI.

11. Training and Skill Development: Ensure your team has the necessary skills and knowledge for
digital marketing. Consider providing training or hiring individuals with expertise in areas like SEO,
content marketing, and social media management.

12. Test and Iterate: Digital marketing allows for quick testing and adjustments. Experiment with
different strategies, ad formats, and content types to find what works best for your business.
Continuously optimize based on results.

13. Compliance and Data Privacy: Familiarize yourself with data privacy regulations like GDPR or
CCPA and ensure that your digital marketing practices comply with these laws.
Dr. Manmohan Bansal

14. Customer Feedback and Engagement: Encourage customer feedback and engagement on digital
platforms. Respond to comments, reviews, and messages promptly to build a positive online
reputation.

15. Stay Informed: The digital marketing landscape is constantly evolving. Stay up-to-date with
industry trends and emerging technologies to remain competitive.

Integrating Traditional and Digital Marketing

Integrating traditional and digital marketing strategies can be a powerful approach to reach a wider and
more diverse audience while maximizing the impact of your marketing efforts. Here are some key steps
and considerations for successfully integrating these two approaches:

1. Understand Your Audience: Begin by identifying your target audience and understanding their
preferences, behaviors, and online/offline habits. This knowledge will help you determine which
channels are most effective for reaching them.

2. Set Clear Goals: Establish clear and measurable marketing goals that align with your overall
business objectives. Whether it's increasing brand awareness, driving website traffic, or boosting
sales, having well-defined goals will guide your integrated marketing efforts.

3. Create a Consistent Brand Image: Ensure that your brand identity, messaging, and visuals are
consistent across all marketing channels. This consistency helps in building brand recognition and
trust.

4. Leverage Traditional Channels:

 Print Media: Utilize print materials such as brochures, flyers, and direct mail alongside
digital campaigns. QR codes and custom URLs can bridge the gap between print and
online content.

 TV and Radio: Consider running commercials or sponsorships on local or national

television and radio stations. These can be complemented with online content like
behind-the-scenes videos or interactive ads.

 Events and Trade Shows: Participate in industry events or host your own. Promote these
events through social media, email marketing, and your website to reach a wider
audience.

5. Digital Channels Integration:

 Social Media: Use social media platforms to amplify your traditional marketing efforts.
Share photos, videos, and updates from events or print campaigns.

 Email Marketing: Send email newsletters and promotions to your subscribers, integrating
information from offline events or promotions.

 Website and SEO: Ensure that your website is optimized for search engines (SEO) to
capture online traffic generated by offline marketing campaigns.
Dr. Manmohan Bansal

 Content Marketing: Create content (blog posts, infographics, videos) that complements
and reinforces your traditional marketing messages.

6. Measure and Analyze: Use analytics tools to track the performance of both traditional and digital
marketing efforts. This data will help you refine your strategies and allocate resources more
effectively.

7. Cross-Promotion: Promote your traditional marketing efforts on digital platforms and vice versa.
For example, use your social media channels to generate buzz about an upcoming print ad or
event.

8. Use Technology to Bridge the Gap: Technologies like augmented reality (AR) and virtual reality
(VR) can create immersive experiences that connect traditional and digital marketing. For
instance, print materials can feature AR codes that, when scanned with a mobile app, provide
interactive digital content.

9. Segmentation: Divide your audience into segments based on their preferences and behaviors.
This allows you to tailor your messaging and channels to specific groups effectively.

10. Adapt and Experiment: The marketing landscape is continually evolving. Stay updated with
industry trends and be ready to adapt your strategies. Don't be afraid to experiment with new
channels or technologies.

11. Collaboration: Encourage collaboration between your traditional and digital marketing teams or
agencies. Clear communication and coordination are essential for a successful integration.

12. Budget Allocation: Allocate your marketing budget strategically, considering the strengths and
weaknesses of each channel. Be willing to adjust the allocation based on performance.

By integrating traditional and digital marketing, you can create a holistic and cohesive marketing strategy
that engages your target audience across various touchpoints, ultimately leading to better results and a
stronger brand presence.
Dr. Manmohan Bansal

Google & and Its Working

Google is a multinational technology company known primarily for its search engine, but it offers a wide
range of products and services. The core functionality of Google, its search engine, operates through a
complex process that involves several key components:

1. Crawling: Google uses automated programs called web crawlers (or spiders) to explore the
internet. These crawlers visit web pages and follow links from one page to another. They gather
information about the content of web pages, including text, images, and other media.

2. Indexing: Once the crawlers collect information, Google's indexing system organizes and stores
this data in a massive database. This index allows Google to quickly retrieve relevant web pages
when a user performs a search.

3. Ranking: When a user enters a query into the Google search bar, Google's algorithms come into
play. These algorithms analyze the indexed web pages to determine their relevance to the user's
query. Google considers hundreds of factors to rank web pages, including keywords, backlinks,
and the quality of the content.

4. Serving Results: After ranking the web pages, Google's search engine serves a list of results to the
user. These results are typically displayed on a search engine results page (SERP). Google aims to
provide the most relevant and useful results to the user based on their query.

5. User Experience: Google continuously works on improving the user experience by providing
various features such as featured snippets, knowledge panels, and related searches to help users
find the information they need more easily.

6. Personalization: Google may personalize search results for users based on their past search
history, location, and other factors. This personalization aims to provide more relevant results to
individual users.

7. Ad Auction: Google generates a significant portion of its revenue through advertising. Advertisers
bid on keywords, and Google's ad auction system determines which ads to display for specific
search queries. These ads are typically displayed at the top or bottom of the search results page
and are labeled as "sponsored" or "ad."

8. Monitoring and Improvement: Google constantly monitors its search engine's performance, user
feedback, and the quality of search results. The company uses this information to refine its
algorithms and improve the search experience.

It's important to note that Google's search algorithm is highly proprietary, and the company keeps the
details of its ranking process a closely guarded secret. Over the years, Google has made numerous updates
and improvements to its search algorithms to provide more accurate and relevant search results.
Dr. Manmohan Bansal

Types of Google Search Results

Google's search engine provides a wide range of results when you enter a query into its search bar. These
results are designed to be relevant and helpful to the user based on the search terms and context. Here
are some common types of results you might see when using Google:

1. Organic Search Results: These are the most common search results and are typically displayed as
a list of web pages. Google's algorithm ranks these pages based on relevance to the search query
and various other factors. Each result includes a title, URL, and meta-description.

2. Featured Snippets: Google sometimes provides a featured snippet at the top of the search results
page. It's a concise summary or answer to the query, often extracted from a trusted source.
Featured snippets aim to provide quick and direct answers to users' questions.

3. Knowledge Graph: For certain queries, Google may display a Knowledge Graph panel on the right
side of the search results. This panel provides information about a specific topic, person, place, or
thing, often gathered from structured data sources like Wikipedia.

4. Images and Videos: Google can display images and videos related to your query in separate tabs
or mixed in with organic search results. You can click on these to view images or watch videos
directly within the search results.

5. News Results: For queries related to current events or news topics, Google may display a section
with news articles and headlines from various sources.

6. Maps: When you search for a location or a place, Google may show a map with pins and
information about relevant businesses or landmarks. You can click on these to get more details or
directions.

7. Ads: Google also displays paid advertisements at the top and bottom of the search results page,
as well as occasionally in the middle. These ads are typically labeled as such and are usually related
to the search query.

8. Shopping Results: If you search for a product, Google may show a carousel of shopping results
with images, prices, and links to online stores where you can purchase the item.

9. Related Searches: At the bottom of the search results page, Google often provides a list of related
searches that can help you refine your query or explore similar topics.

10. Featured Snippets and Rich Results: Some queries trigger special results, like recipes, weather
forecasts, sports scores, and more. These results are often displayed prominently and can include
interactive features.

11. Social Media Posts: Google may display recent social media posts from platforms like Twitter or
Instagram for relevant queries.

12. Local Results: For location-based queries, Google may display local business listings with reviews,
contact information, and a map.
Dr. Manmohan Bansal

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is a digital marketing strategy and a set of techniques aimed at
improving a website's visibility and ranking on search engine results pages (SERPs). The primary goal of
SEO is to increase organic (non-paid) traffic to a website by optimizing various aspects of the site to align
with search engine algorithms. Here are the key concepts and components of SEO:

1. Keywords Research:

 Identifying and researching relevant keywords and phrases that potential users might use
when searching for information related to your website's content or products. This is a
fundamental step in SEO.

2. On-Page SEO:

 On-page SEO involves optimizing individual web pages to improve their search engine
ranking. This includes:

 Creating high-quality, relevant content that matches user intent.

 Using target keywords strategically in titles, headings, and throughout the

content.

 Optimizing meta tags (title tags and meta descriptions).

 Creating user-friendly URLs.

 Ensuring proper HTML markup and structured data.

3. Off-Page SEO:

 Off-page SEO refers to activities that take place outside of your website but impact its
search engine ranking. Key elements include:

 Link building: Earning high-quality backlinks from reputable websites to your site.

 Social media marketing: Leveraging social media platforms to promote your

content and build brand awareness.

 Online reputation management: Monitoring and managing online reviews and

mentions of your brand.

4. Technical SEO:

 Technical SEO focuses on optimizing the technical aspects of a website to make it more
search engine-friendly. This includes:

 Improving website speed and performance.

 Optimizing site structure and navigation.

Dr. Manmohan Bansal

 Implementing XML sitemaps and robots.txt files.

 Ensuring mobile-friendliness and responsive design.

 Fixing crawl errors and broken links.

5. Content Quality:

 Creating valuable, informative, and engaging content that addresses the needs and
questions of your target audience is crucial for SEO success. High-quality content is more
likely to attract organic traffic and earn backlinks.

6. User Experience (UX):

 A positive user experience is essential for SEO. This includes factors like website speed,
mobile-friendliness, easy navigation, and clear calls-to-action.

7. Local SEO:

 For businesses with physical locations, optimizing for local search is vital. This involves
creating and optimizing Google My Business listings, managing online reviews, and
ensuring accurate local business citations.

8. SEO Analytics:

 Monitoring and analyzing website traffic, keyword rankings, conversion rates, and other
relevant metrics using tools like Google Analytics and Google Search Console. This data
helps in assessing the effectiveness of your SEO efforts and making necessary
adjustments.

9. White Hat vs. Black Hat SEO:

 SEO practices can be categorized as either white hat (ethical and in line with search engine
guidelines) or black hat (unethical and manipulative). It's essential to adhere to white hat
SEO techniques to maintain a positive online reputation and avoid penalties from search
engines.

SEO is an ongoing process, as search engines continually update their algorithms. Staying up to date with
industry trends and best practices is essential for long-term success in SEO.
Dr. Manmohan Bansal

Keywords
Keywords are specific words or phrases that people use when searching for information, products, or
services on search engines like Google, Bing, or Yahoo. In the context of SEO (Search Engine Optimization),
keywords are crucial because they help search engines understand the content of a web page and match
it with relevant search queries. When you optimize your website for specific keywords, you increase the
chances of your site appearing in search engine results pages (SERPs) when users search for those
keywords.

Here are some steps to find good keywords for SEO:

1. Brainstorm Relevant Keywords: Start by brainstorming a list of keywords and phrases that are
relevant to your website, business, or content. Think about what your target audience might type
into a search engine when looking for information related to your niche.

2. Use Keyword Research Tools: There are several keyword research tools available that can help
you identify popular and relevant keywords. Some popular options include Google Keyword
Planner, Ahrefs, SEMrush, Moz Keyword Explorer, and Ubersuggest. These tools provide data on
search volume, keyword difficulty, and related keywords.

3. Analyze Competitor Keywords: Look at what keywords your competitors are targeting. You can
use SEO tools to analyze competitor websites and see which keywords are driving traffic to their
site. This can give you insights into keywords you might want to target as well.

4. Consider Long-Tail Keywords: Long-tail keywords are longer and more specific phrases. While
they may have lower search volume, they often have less competition and can be easier to rank
for. They also tend to attract more targeted traffic. For example, instead of targeting "running
shoes," you might target "best running shoes for marathons."

5. Evaluate Keyword Difficulty: It's essential to assess the competition for your chosen keywords.
High competition can make it challenging to rank on the first page of search results. Keyword
research tools often provide a keyword difficulty score or competition level to help you gauge
this.

6. Focus on Search Intent: Consider the intent behind the keywords. Are users looking for
information, products, or services? Ensure that the content on your website aligns with the intent
behind the keywords you choose.

7. Use Local Keywords (if applicable): If you have a local business, incorporate location-specific
keywords. This is crucial for local SEO, as it helps your business show up in local search results.

8. Create Quality Content: Once you've identified your target keywords, create high-quality content
that incorporates them naturally. Don't overstuff your content with keywords, as this can
negatively affect your SEO. Instead, aim for a natural and user-friendly reading experience.

9. Monitor and Adjust: SEO is an ongoing process. Regularly monitor your keyword performance
using analytics tools. If certain keywords aren't driving the desired results, consider adjusting your
strategy and trying different keywords.
Dr. Manmohan Bansal

How to Use Google Keyword Planner

The Keyword Planner is a free, useful resource for building strong keyword lists and helping to get your
PPC campaign off to a running start. Its tools for generating keyword ideas and bid estimations can help
you plan your marketing strategy. You can search for keyword and ad group ideas, see how a list of
keywords might perform, and even combine keyword lists to create new ones. The tool even helps you
choose competitive bids and budgets to use in your campaigns.

For example, let’s say you run a Vermont-based business selling locally-made and sourced maple syrup
across the country. The Keyword Planner can help you identify terms, phrases, and words potential
customers are searching for related to your business that you may not have thought of before. You may
be bidding against the phrase “handmade syrup” and “locally sourced syrup,” but the tool might uncover
related and frequently-searched terms like “breakfast condiment,” “handcrafted syrup,” etc

1. Use basic filtering to refine your audience & budget

When you start using the Keyword Planner, you’ll be given four options:

 Search for new keywords: Allows you to type in a phrase, website, or category to generate new
ideas.

 Multiple keyword lists: Combines two separate lists that you’ll input to create new keyword
combinations.

 Get search volume and trends: Shows the historical trending and search volume data of
keywords.

 Get click and cost performance forecasts: Gives you performance projections for your keyword
lists based on average bids and your budget.

When you input keywords into any of these options, you’ll get a list or report which you can then filter
based on a variety of elements:

Reach

 Location: Gives search volume data and trends based on a specified geographic location or range.

 Language: Gives search volume data and trends for a specific language. This is useful if you have
multiple language versions or pages of your site (for example, English and Spanish).

 Search Network: Determines where the provided data comes from. The default data source is
from Google; however, you may also choose Google and Google Search Partners.
Dr. Manmohan Bansal

 Negative Keywords: Filters out any words or phrases that you don’t want to see in your results.
For instance, if you don’t want to target anything with the words "cheap" or "free," this is where
you enter those restrictions.

Date range

 Date Range lets you enter a specific range of dates so you can see average monthly searches for
that time period. You can also compare two different date ranges. This is useful for deciding if
certain keywords perform better during different times of year and help you strategise your
campaign timing.

Keyword filters

 Average Monthly Searches: Filters keywords based on average monthly searches for selected
dates. Keywords with extremely high search volume (generally 10,000+ average monthly
searches) are more difficult to compete for, with a higher suggested bid. If you’re just starting
your campaign, focusing on keywords with mid-level search volume may help you avoid spending
too much of your budget on too few keywords.

 Suggested Bid: Allows you to see keyword options that could help you stay in better control of
your budget. Your suggested bid is calculated by taking into account the cost-per-click (CPC) that
other advertisers are paying for keywords with the same location and Search Network settings
you’ve selected.

 Ad Impression Share: The number of times people will see your ad, divided by the total number
of searches that matched your keyword exactly in the last month for your selected location and
network.

 Organic Impression Share: The percentage of times a page from your website showed up in a
regular, unpaid web search for a keyword. (Note: this is only available if you’ve linked your
Google Analytics account to your Google Ads account.)

 Organic Average Position: Shows how pages from your website rank in regular, unpaid searches
compared to pages from other websites. (Note: this is only available if you’ve linked your Google
Analytics account to your Google Ads account.)

 Competition: Lets you filter keywords by how difficult it will be to receive a top position with
them. You can filter by high, medium, and low difficulty. For small businesses, it’s generally
recommended to filter for medium to low difficulty, as these tend to have a lower suggested
bid, so you can make more of your budget.

Keyword options
Dr. Manmohan Bansal

 Lets you further narrow your research to show only ideas that are closely related to your search
terms or content, keywords that are already in your plan, and more.

While the purpose of filters is to whittle down your keyword list or report, don’t set too many restrictions.
Consider starting general, using no filters or just one to start, and testing filters to make sure you aren’t
overlooking any opportunities.

2. Use quality keywords over a quantity of keywords

If you’re struggling to think outside the box for keywords, or to find ones that are relevant to your
business, the Keyword Planner can help you discover new terms and phrases potential customers are
using to search for businesses like yours. The tool allows you to view Google-recommended keywords
generated by:

 Keyword: Type in words or phrases relevant to your business or website to get new ideas or
longer-form keywords you may not have considered before.

 Landing Page: Enter a specific page on your site (or any site), and the tool will read the page and
generate relevant keywords.

 Product Category: Select which product categories best describe your business to discover
popular keywords frequently searched within your industry. This could help you identify keywords
that you might not have realised potential customers are using to search for businesses like yours.

When analysing the suggestions the tool gives you, keep in mind that if a keyword has high search volume,
there might also be a lot of competition for it, raising its suggested bid. Choose keywords that are realistic
for your campaign that won’t absorb the majority of your budget.

3. Show your ads to your geographic audience

The Keyword Planner’s filters allow you to customise where your ads show up based on language or
location. This is useful if your business has a physical storefront and you’re hoping to reach more people
searching around your location.

While a keyword may have a high search volume nationally or across other wide areas, the filter can help
you determine whether it’s a popular and relevant term in your local area. Back to our Quebec-based
maple syrup business example, you can set your filters to whatever specificity — whether that’s within
your region (Montérégie), province (Quebec), country (Canada) and beyond. Your results in the tool will
show the average monthly search volume, search trends, suggested bid, etc., for Montérégie, Quebec, or
whatever you’ve set as your geographic area.

These filters also let you design your campaigns around different languages. If you find that your company
is popular with both English and French speakers, Keyword Planner helps you find the most relevant
keywords in each language, so you can create separate ad groups to reach both audiences.

4. Prepare for what your competitors are paying

Dr. Manmohan Bansal

The competition level for keyword choices can substantially inflate their costs. Based on how many other
people are bidding on it, a particular keyword’s competition level is ranked low, medium, or high. High
competition keywords cost more per average bid, and using them may make it more difficult — and
expensive — for your ad to gain a top-level viewing position.

The Keyword Planner can help you find effective keywords that fit your budget by showing you what other
advertisers are paying for keywords. The tool’s suggested bid column shows the average amount being
spent to rank in a top level position for a particular keyword. You can see which of your desired keywords
are within reach of your budget, and build your campaign around them to improve your chances of being
seen by potential customers.

While the suggested bid feature provides a good estimation of general costs, Google’s first page bid
estimate tool provides an estimate of how much it will cost to rank on the first results page based on
the Quality Score of your keywords and current competition for them.

To view the estimated first page bid metric for your keywords, follow these steps:

1. Visit the Keywords tab and click the Columns button

2. Select Modify columns from the drop-down menu

3. In the “Attributes” drop-down menu, add Est. first page bid, and click Save

4. You can do the same to view your estimated top of page bid (add Est. top page bid and Save)

If the first page bid estimate is very high, it may mean that your keyword’s Quality Score is poor. You can
click the Help bubble next to your keyword to find more details. To find out more about this topic, check
out our article on first page bid estimates.

5. Analyse your plan to help make the most of your budget

As you discover keywords that are viable options, click the button to the right of the column to add them
to your keyword plan. This will temporarily store your potential keywords. Once the keywords are in your
plan, you can set a daily budget, bid maximum and location to receive a detailed forecast about the
potential for the keywords that you’ve chosen.

Once you have a list of 10-20 keywords for your group, clicking on the Review Forecasts button will display
the estimated clicks, impressions, average position, and average conversion rate for your potential
keywords so you can analyse whether they’re realistic for your budget range. Use your findings to add
and delete keywords until you have a refined list that will help make the most of your budget.
Dr. Manmohan Bansal

Pay Per Click (PPC)

Pay Per Click (PPC) is a digital advertising model in which advertisers pay a fee each time their ad is clicked
by a user. It is a popular form of online advertising that allows businesses to display their ads on various
platforms, such as search engines, social media sites, and websites, and only incur costs when someone
actually clicks on their ad. The primary platform for PPC advertising is Google Ads (formerly known as
Google AdWords), but it is also used on other search engines and social media platforms like Bing Ads,
Facebook Ads, and LinkedIn Ads.

Components of PPC advertising:

1. Advertisers: These are businesses or individuals who create and run PPC advertising campaigns to
promote their products, services, or content.

2. Keywords: PPC campaigns are typically centered around specific keywords or phrases that are
relevant to the advertiser's offering. Advertisers bid on these keywords to have their ads displayed
when users search for them.

3. Ad Copy: Advertisers create text or display ads that are relevant to the chosen keywords. The ad
copy should be compelling and enticing to encourage users to click on the ad.

4. Ad Campaigns: PPC ads are organized into campaigns, each with its own budget and targeting
settings. Campaigns can be further divided into ad groups, which group related keywords and ads
together.

5. Bid Amount: Advertisers set a bid amount, which is the maximum amount they are willing to pay
for each click on their ad. Bidding strategies can be manual or automated.

6. Quality Score: Search engines like Google use a Quality Score system to evaluate the relevance
and quality of your ads, keywords, and landing pages. A higher Quality Score can lead to lower
costs per click and better ad positions.

7. Ad Rank: Ad Rank determines the position of your ad on the search engine results page (SERP). It
is calculated based on your bid, Quality Score, and other factors. Ads with higher Ad Rank are
more likely to be displayed in top positions.

8. Click-Through Rate (CTR): CTR is the ratio of clicks to ad impressions and is used to measure the
effectiveness of your ads. A higher CTR indicates that your ads are more appealing to users.

9. Ad Extensions: Advertisers can enhance their ads with ad extensions, such as site links, callouts,
and location information, to provide additional information and encourage users to take specific
actions.

10. Landing Page: After clicking on an ad, users are directed to a landing page, which is a web page
specifically designed to convert visitors into customers or leads. The landing page should be
relevant to the ad and provide a seamless user experience.

11. Budget: Advertisers set a daily or monthly budget for their PPC campaigns to control their
advertising costs. Once the budget is exhausted, the ads may no longer be displayed until the
budget is replenished.
Dr. Manmohan Bansal

Google Ads
Google Ads is an online advertising platform developed by Google that allows businesses and advertisers
to create and run digital advertisements. These advertisements can appear on Google's search engine
results pages, on various websites that are part of the Google Display Network, in mobile apps, and even
on YouTube videos. Google Ads is one of the most popular and widely used advertising platforms on the
internet.

key features and components of Google Ads:

1. Ad Campaigns: Advertisers create campaigns with specific goals, such as driving website traffic,
generating leads, or increasing sales.

2. Ad Groups: Within campaigns, advertisers organize their ads into ad groups. Each ad group
typically focuses on a specific theme or set of keywords.

3. Keywords: Advertisers choose relevant keywords that trigger their ads to appear when users
search for those terms on Google. This is known as pay-per-click (PPC) advertising.

4. Ad Creatives: Advertisers create text ads or display ads with compelling headlines, descriptions,
and images to entice users to click on their ads.

5. Bidding: Advertisers set bids for how much they are willing to pay for each click (or other desired
actions) on their ads. Google's auction system determines which ads appear and in what order.

6. Budgets: Advertisers set daily or monthly budgets to control their advertising spend.

7. Targeting: Google Ads offers various targeting options, including location targeting, demographic
targeting, and more, to reach a specific audience.

8. Ad Extensions: Advertisers can enhance their ads with extensions that provide additional
information, such as phone numbers, links to specific pages, or location information.

9. Conversion Tracking: Google Ads provides tools for tracking conversions, allowing advertisers to
measure the effectiveness of their campaigns.

10. Quality Score: Google assesses the quality of ads, keywords, and landing pages to determine ad
ranking and cost-per-click.

11. Ad Formats: Google Ads supports a variety of ad formats, including text ads, display ads, video
ads, and app install ads.

12. Ad Placement: Advertisers can choose where their ads appear, including on the Google Search
Network, Google Display Network, YouTube, and partner websites.

Google Ads operates on a pay-per-click (PPC) model, which means advertisers only pay when someone
clicks on their ad or takes a specific action, such as filling out a contact form or making a purchase. This
makes it a highly cost-effective and measurable form of online advertising, as advertisers can track the
performance of their campaigns in real-time and adjust their strategies accordingly.
Dr. Manmohan Bansal

Placing Pay-Per-Click (PPC) ads through Google Ads

Placing Pay-Per-Click (PPC) ads through Google Ads (formerly known as Google AdWords) involves a series
of steps. PPC advertising allows you to display your ads on Google's search engine results pages (SERPs)
and on their network of partner websites. Here's a step-by-step guide to help you get started:

1. Create a Google Ads Account: If you don't already have one, visit the Google Ads website
(ads.google.com) and sign in with your Google account or create a new one.

2. Set Up Billing Information: You'll need to provide billing information to pay for your advertising
costs. Google Ads offers several billing options, including credit card, debit card, and bank
transfer. Follow the prompts to set up your payment method.

3. Define Your Advertising Goals: Before creating your ads, determine your advertising objectives.
Are you looking to drive website traffic, increase sales, generate leads, or raise brand awareness?
Your goals will help you choose the right campaign type and settings.

4. Create a Campaign: In Google Ads, campaigns are the top-level structures that house your ad
groups and ads. To create a campaign:

 Click on the "+ New Campaign" button.

 Select the campaign goal that aligns with your objectives (e.g., Search, Display, Shopping,
Video, App, etc.).

5. Configure Campaign Settings: Customize your campaign settings, which include:

 Campaign name and type

 Budget: Set a daily or monthly budget for your campaign.

 Location targeting: Choose where your ads should be displayed.

 Language targeting: Select the languages your target audience speaks.

 Bidding strategy: Choose your bidding method (e.g., manual CPC, automated bidding).

 Start and end dates: Define the campaign's duration.

6. Create Ad Groups: Within each campaign, create ad groups that focus on specific themes or
keywords. Ad groups help you organize and target your ads more effectively.

7. Keyword Research: Identify relevant keywords that potential customers might use to find your
products or services. Use Google's Keyword Planner tool to research keywords and estimate their
search volume.

8. Create Ads: Depending on your campaign type, you'll create different types of ads. Common ad
formats include:

 Text ads (for Search campaigns)

 Display ads (for Display campaigns)

Dr. Manmohan Bansal

 Video ads (for Video campaigns)

 Shopping ads (for Shopping campaigns) Follow the guidelines for each ad format and
include compelling ad copy and creative.

9. Set Bids and Budgets: Determine how much you're willing to pay for clicks or other interactions
(impressions, video views, etc.). Set your bids and budgets at the ad group or keyword level.

10. Review and Launch: Double-check your campaign settings, ad copy, targeting options, and
budgets. Once you're satisfied, click the "Launch" or "Submit" button to start running your ads.

11. Monitor and Optimize: Regularly review your campaign performance in the Google Ads
dashboard. Adjust your bids, ad copy, and targeting as needed to improve your ad's performance
and achieve your goals.

12. Track Conversions: Set up conversion tracking to measure the effectiveness of your ads. This helps
you understand which ads are driving valuable actions on your website.

13. Experiment and A/B Test: Continuously test different ad variations, landing pages, and targeting
options to find what works best for your business.

14. Refine and Scale: Based on your performance data, refine your campaigns over time, allocate
budgets to top-performing campaigns, and scale your advertising efforts accordingly.

Google Ads offers a wide range of features and tools, so it's essential to educate yourself further or
consider hiring a professional or agency if you're new to PPC advertising. Staying up-to-date with Google
Ads best practices and industry trends is key to maximizing your advertising ROI.
Dr. Manmohan Bansal

Importance of PPC
Pay-Per-Click (PPC) advertising is important for several reasons, making it a valuable digital marketing
strategy for businesses of all sizes. Here are some key reasons why PPC is important:

1. Immediate Visibility and Results: PPC ads can provide almost instant visibility on search engines
and other online platforms. As soon as you set up your campaign, your ads can start appearing in
search results, reaching potential customers right when they are searching for products or
services like yours. This immediacy can be especially beneficial for businesses looking to quickly
generate leads or sales.

2. Highly Targeted Advertising: PPC allows you to precisely target your audience based on factors
such as keywords, location, demographics, device type, and more. This precision ensures that
your ads are shown to people who are more likely to be interested in your offerings, increasing
the chances of conversion.

3. Cost Control: With PPC, you have full control over your advertising budget. You can set daily or
monthly spending limits, and you only pay when someone clicks on your ad (hence the name "Pay-
Per-Click"). This cost control makes PPC accessible to businesses with varying budgets.

4. Measurable Results: PPC provides detailed performance metrics, allowing you to track key
performance indicators (KPIs) such as click-through rates (CTR), conversion rates, and return on
investment (ROI). This data enables you to analyze the effectiveness of your campaigns and make
data-driven decisions to optimize your advertising strategy.

5. Flexible Campaign Management: PPC campaigns can be easily adjusted and optimized in real-
time. If you notice that certain keywords or ads are performing exceptionally well, you can
allocate more budget to them. Conversely, if some aspects of your campaign aren't performing as
expected, you can make adjustments to improve results.

6. Brand Exposure and Awareness: Even if users don't click on your ads, they can still see your brand
and messaging in search results and on various online platforms. This exposure helps build brand
awareness and can influence users' decisions later in their customer journey.

7. Competitive Advantage: PPC allows you to compete with larger and more established businesses
in the digital space. Even if your organic search rankings are not strong, you can still secure
prominent placement on search engine results pages (SERPs) through paid advertising.

8. Adaptability to Different Goals: Whether your goal is to increase website traffic, generate leads,
boost sales, promote an event, or achieve other objectives, PPC can be tailored to meet a variety
of marketing goals and objectives.

9. Enhanced Local Presence: For businesses with physical locations, PPC can help you target local
customers effectively. Features like location extensions and geotargeting enable you to reach
users in specific geographic areas.

10. Remarketing Opportunities: PPC allows you to implement remarketing campaigns, which target
users who have previously visited your website but didn't take the desired action. Remarketing
can be highly effective in re-engaging potential customers and encouraging them to convert.
Dr. Manmohan Bansal