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Editing information

Google My Business allows business owners to supply information that can show up in a Google search, such as open hours, address, phone number, and photos.Google may combine the information provided by businesses with information from other sources, including a business’s own website, Google user contributions, and third party websites.

Website

Google My Business allows businesses to create a website.

Reviews

Customers can review businesses and business owners can respond to reviews.

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Posts

Google My Business allows business owners to post updates about announcements or sales. There are currently 4 different post types:What’s New, Events, Product, and Offer.

On each post type, users can add a description, photo or video, and link. They can also add an optional Call-To-Action button to posts. The Call-To-Action buttons options are Book, Buy, Order Online, Learn More, and Sign Up.

Posts show up in Google search results. However, most post types expire after seven days, no longer showing in search results at that time. There is one exception: event posts expire when the event date the post referenced has passed.[7]

In October 2017, the Google My Business API was expanded to allow third-party tools to schedule posts in advanced, similar to scheduling tools for social networks like Facebook and Twitter. Only a few services currently support Google My Business post scheduling, including OneUp, dlvr.it, and Sendible.

Pictures and video

Business owners are able to upload pictures and videos to a company’s Google My Business.Business owners can choose to upload a logo and header images, as well as tag photos for specific industry categories such as Food, Team, Interior, Exterior, etc. Customers can also add photos to the Google My Business by attaching them to reviews.

Virtual tour

virtual tour is a simulation of an existing location, usually composed of a sequence of videos or still images. It may also use other multimedia elements such as sound effects, music, narration, and text. It is distinguished from the use of live television to affect tele-tourism.

The phrase “virtual tour” is often used to describe a variety of videos and photographic-based media. Panorama indicates an unbroken view, since a panorama can be either a series of photographs or panning video footage. However, the phrases “panoramic tour” and “virtual tour” have mostly been associated with virtual tours created using still cameras. Such virtual tours are made up of a number of shots taken from a single vantage point. The camera and lens are rotated around what is referred to as a no parallax point (the exact point at the back of the lens where the light converges).

A video tour is a full motion video of a location. Unlike the virtual tour’s static wrap-around feel, a video tour is a linear walk-through of a location. Using a video camera, the location is filmed at a walking pace while moving continuously from one point to another throughout the subject location.3D virtual tours can be created using 3D reconstruction.

Capture

Virtual tours can be captured using Omani directional cameras and/or with image stitching.

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Video-based

With the expansion of video on the internet, video-based virtual tours are growing in popularity. Video cameras are used to pan and walk-through real subject properties. The benefit of this method is that the point of view is constantly changing throughout a pan. However, capturing high-quality video requires significantly more technical skill and equipment than taking digital still pictures. Video also eliminates viewer control of the tour. Therefore, the tour is the same for all viewers and subject matter is chosen by the video grapher. Editing digital video requires proficiency with video editing software and has higher computer hardware requirements. Also, displaying video over the internet requires more bandwidth. Due to these difficulties, the task of creating video-based tours is often left to professionals.

Recently different groups have been using Google’s system to provide access to private areas, which were previously unavailable to the general public.

Applications

Virtual tours are used extensively for universities and in the real estate and hospitality industries. Virtual tours can allow a user to view an environment while on-line. Currently a variety of industries use such technology to help market their services and product. Over the last few years the quality and accessibility of virtual tours has improved considerably, with some websites allowing the user to navigate the tours by clicking on maps or integrated floor plans.

Web-based or online

For most business purposes, a virtual tour must be accessible from everywhere. The major solution is a web-based virtual tour. In addition, a rich and useful virtual tour is not just a series of panoramic pictures. A better experience can be obtained by viewing a variety of materials such as that obtained from videos, texts, and still pictures in an interactive web content. There are many ways to gather data in a mixed web content, such as using rich content builders (Java applet or Adobe Flash being two examples) or a Web content management system.

Flash-based tours are becoming very popular today. A study done by the PEW Research Group showed that more than 5 million Americans watched virtual tours every day in 2004. PEW’s research data which showed that Americans watching virtual tours rose from 54 million people in 2004 to 72 million people by August 2006, a two-year increase of 18 million.

Thanks in part to the recent explosion of many Internet devices, such as Apple’s iPad, iPhone and other tablet computing platforms powered entirely by Google’s Android 3 operating systems such as Motorola’s Xoom, it can be predicted that consumption of virtual tour content, through the use of Adobe Flash and HTML5/CSS3 driven virtual tours will only increase over time.

Real estate

Virtual tours are very popular in the real estate industry. Several types of such tours exist, including simple options such as interactive floor plans, and more sophisticated options such as full-service virtual tours. An interactive floor plan shows photographs of a property with the aid of a floor plan and arrows to indicate where each photograph was taken. Clicking on arrows shows the user where the camera was and which way the camera was pointing. Full service virtual tours are usually created by a professional photographer who will visit the property being sold, take several photos, and run them through stitching software. Matterport offers 3D camera services to create virtual tours. Full service virtual tours are usually more expensive than interactive floor plans because of the expense of the photographer, higher-end equipment used, such as a digital SLR camera, and specialized software. Real estate virtual tours are typically linked to the listing in the Multiple Listing Service.

Historic Preservation

3D virtual tour technology has been increasingly used in the documentation and preservation of historic properties that are at risk of being razed or undergoing restricted public access. 3D virtual models using standard file formats, such as the Object file (.obj) format, can be stored in digital archives for future academic research and exploration.

Hospitality

Virtual tours are also popular in the hospitality industry. Hotels are increasingly offering online tours on their websites, ranging from “360” stitched photos to professionally produced video tours. These tours are typically offered by hotels in an effort to increase booking revenue by providing online viewers with an immersive view of the property and its amenities.

Virtual walks

Virtual walk videos are documentary motion pictures shot as the camera continuously moves forward through an urban or natural area. The effect is to allow viewers to experience the sights they would see and the sounds they would hear were they actually traveling along a particular route at the same pace as the camera. Virtual walks based on real-world photography typically do not require the use of virtual reality goggles or headsets of the kind used by gamers.

In realistically simulating the experience of moving through space, virtual walks—or virtual runs or bicycle rides—differ from conventional travel videos, which typically consist of a sequence of mostly static camera setups along a particular route or within a given area. The advantage of the conventional travel video is that one or more narrators or on-screen guides can provide insights into the geographical, historical, political, military, cultural, geological, or architectural aspects of the area.

Virtual walks appeal to those who want to experience the sights and sounds of particular places in the country or the world, but who may not have the time or the financial or physical resources to actually travel there. They also appeal to treadmill or elliptical trainer users, for whom walking or running while watching these videos enhances the reality of the experience (and, at a minimum, reduce the boredom of the exercise).

Some feature-length narrative motion pictures have made use of the virtual walk technique for dramatic purposes. These include the opening sequences of Orson Welles’ Touch of Evil and Robert Altman’s The Player, the famous tracking shot through the Copacabana in Martin Scorcese’s Goodfellas, Alexander Sokurov’s Russian Ark (which consists of a single 96-minute Steadicam take), and, more recently Alfonso Cuarón’s long tracking shots in Gravity, and almost the entire narrative structure of Alejandro Gonzáles Iñárrito’s Birdman.

Dynamic Website

A dynamic website is one that changes or customizes itself frequently and automatically. Server-side dynamic pages are generated “on the fly” by computer code that produces the HTML (CSS are responsible for appearance and thus, are static files). There are a wide range of software systems, such as CGI, Java Servlets and Java Server Pages (JSP), Active Server Pages and ColdFusion (CFML) that are available to generate dynamic web systems and dynamic sites. Various web application frameworks and web template systems are available for general-use programming languages like Perl, PHP, Python and Ruby to make it faster and easier to create complex dynamic websites.

A site can display the current state of a dialogue between users, monitor a changing situation, or provide information in some way personalized to the requirements of the individual user. For example, when the front page of a news site is requested, the code running on the web server might combine stored HTML fragments with news stories retrieved from a database or another website via RSS to produce a page that includes the latest information. Dynamic sites can be interactive by using HTML forms, storing and reading back browser cookies, or by creating a series of pages that reflect the previous history of clicks. Another example of dynamic content is when a retail website with a database of media products allows a user to input a search request, e.g. for the keyword Beatles. In response, the content of the web page will spontaneously change the way it looked before, and will then display a list of Beatles products like CDs, DVDs and books. Dynamic HTML uses JavaScript code to instruct the web browser how to interactively modify the page contents. One way to simulate a certain type of dynamic website while avoiding the performance loss of initiating the dynamic engine on a per-user or per-connection basis, is to periodically automatically regenerate a large series of static pages.

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website or web site is a collection of related network web resources, such as web pages, multimedia content, which are typically identified with a common domain name, and published on at least one web server.

Websites can be accessed via a public Internet Protocol (IP) network, such as the Internet, or a private local area network (LAN), by a uniform resource locator (URL) that identifies the site.

Websites can have many functions and can be used in various fashions; a website can be a personal website, a corporate website for a company, a government website, an organization website, etc. Websites are typically dedicated to a particular topic or purpose, ranging from entertainment and social networking to providing news and education. All publicly accessible websites collectively constitute the World Wide Web, while private websites, such as a company’s website for its employees, are typically part of an intranet.

Web pages, which are the building blocks of websites, are documents, typically composed in plain text interspersed with formatting instructions of Hypertext Markup Language (HTML, XHTML). They may incorporate elements from other websites with suitable markup anchors. Web pages are accessed and transported with the Hypertext Transfer Protocol (HTTP), which may optionally employ encryption (HTTP Secure, HTTPS) to provide security and privacy for the user. The user’s application, often a web browser, renders the page content according to its HTML markup instructions onto a display terminal.

Hyperlinking between web pages conveys to the reader the site structure and guides the navigation of the site, which often starts with a home page containing a directory of the site web content. Some websites require user registration or subscription to access content. Examples of subscription websites include many business sites, news websites, academic journal websites, gaming websites, file-sharing websites, message boards, web-based email, social networking websites, websites providing real-time stock market data, as well as sites providing various other services. End users can access websites on a range of devices, including desktop and laptop computers, tablet computers, smartphones and smart TVs.

E-Commerce Website

Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser. Consumers find a product of interest by visiting the website of the retailer directly or by searching among alternative vendors using a shopping search engine, which displays the same product’s availability and pricing at different e-retailers. As of 2016, customers can shop online using a range of different computers and devices, including desktop computers, laptops, tablet computers and smartphones.

An online shop evokes the physical analogy of buying products or services at a regular “bricks-and-mortar” retailer or shopping center; the process is called business-to-consumer (B2C) online shopping. When an online store is set up to enable businesses to buy from another businesses, the process is called business-to-business (B2B) online shopping. A typical online store enables the customer to browse the firm’s range of products and services, view photos or images of the products, along with information about the product specifications, features and prices.

Online stores usually enable shoppers to use “search” features to find specific models, brands or items. Online customers must have access to the Internet and a valid method of payment in order to complete a transaction, such as a credit card, an Interac-enabled debit card, or a service such as PayPal. For physical products (e.g., paperback books or clothes), the e-tailer ships the products to the customer; for digital products, such as digital audio files of songs or software, the e-tailer usually sends the file to the customer over the Internet. Image result for e commerce website images

Customers

Online customers must have access to the Internet and a valid method of payment in order to complete a transaction. Generally, higher levels of education and personal income correspond to more favorable perceptions of shopping online. Increased exposure to technology also increases the probability of developing favorable attitudes towards new shopping channels.

Customer buying behavior in digital environment

The marketing around the digital environment, customer’s buying behavior may not be influenced and controlled by the brand and firm, when they make a buying decision that might concern the interactions with search engine, recommendations, online reviews and other information. With the quickly separate of the digital devices environment, people are more likely to use their mobile phones, computers, tablets and other digital devices to gather information. In other words, the digital environment has a growing effect on consumer’s mind and buying behavior. In an online shopping environment, interactive decision may have an influence on aid customer decision making. Each customer is becoming more interactive, and though online reviews customers can influence other potential buyers’ behaviors.

Subsequently, risk and trust would also are two important factors affecting people’s’ behavior in digital environments. Customer consider to switch between e-channels, because they are mainly influence by the comparison with offline shopping, involving growth of security, financial and performance-risks In other words, a customer shopping online that they may receive more risk than people shopping in stores. There are three factors may influence people to do the buying decision, firstly, people cannot examine whether the product satisfy their needs and wants before they receive it. Secondly, customer may concern at after-sale services. Finally, customer may afraid that they cannot fully understand the language used in e-sales. Based on those factors customer perceive risk may as a significantly reason influence the online purchasing behaviour.[23]

Online retailers has place much emphasis on customer trust aspect, trust is another way driving customer’s behaviour in digital environment, which can depend on customer’s attitude and expectation. Indeed, the company’s products design or ideas can not met customer’s expectations. Customer’s purchase intension based on rational expectations, and additionally impacts on emotional trust. Moreover, those expectations can be also establish on the product information and revision from others.

Product selection

Consumers find a product of interest by visiting the website of the retailer directly or by searching among alternative vendors using a shopping search engine. Once a particular product has been found on the website of the seller, most online retailers use shopping cart software to allow the consumer to accumulate multiple items and to adjust quantities, like filling a physical shopping cart or basket in a conventional store. A “checkout” process follows (continuing the physical-store analogy) in which payment and delivery information is collected, if necessary. Some stores allow consumers to sign up for a permanent online account so that some or all of this information only needs to be entered once. The consumer often receives an e-mail confirmation once the transaction is complete. Less sophisticated stores may rely on consumers to phone or e-mail their orders (although full credit card numbers, expiry date, and Card Security Code, or bank account and routing number should not be accepted by e-mail, for reasons of security).

Payment

Online shoppers commonly use a credit card or a PayPal account in order to make payments. However, some systems enable users to create accounts and pay by alternative means, such as:

  • Billing to mobile phones and landlines.
  • Cash on delivery (C.O.D.)
  • Cheque/ Check
  • Debit card
  • Direct debit in some countries
  • Electronic money of various types
  • Gift cards
  • Postal money order
  • Wire transfer/delivery on payment
  • Invoice, especially popular in some markets/countries, such as Switzerland
  • Bitcoin or other currencies

Some online shops will not accept international credit cards. Some require both the purchaser’s billing and shipping address to be in the same country as the online shop’s base of operation. Other online shops allow customers from any country to send gifts anywhere. The financial part of a transaction may be processed in real time (e.g. letting the consumer know their credit card was declined before they log off), or may be done later as part of the fulfillment process.

Product delivery

Once a payment has been accepted, the goods or services can be delivered in the following ways. For physical items:

  • Shipping: The product is shipped to a customer-designated address. Retail package delivery is typically done by the public postal system or a retail courier such as FedEx, UPS, DHL, or TNT.
  • Drop shipping: The order is passed to the manufacturer or third-party distributor, who then ships the item directly to the consumer, bypassing the retailer’s physical location to save time, money, and space.
  • In-store pick-up: The customer selects a local store using a locator software and picks up the delivered product at the selected location. This is the method often used in the bricks and clicks business model.

For digital items or tickets:

  • Downloading/Digital distribution: The method often used for digital media products such as software, music, movies, or images.
  • Printing out, provision of a code for, or e-mailing of such items as admission tickets and scrip (e.g., gift certificates and coupons). The tickets, codes, or coupons may be redeemed at the appropriate physical or online premises and their content reviewed to verify their eligibility (e.g., assurances that the right of admission or use is redeemed at the correct time and place, for the correct dollar amount, and for the correct number of uses).
  • Will call, COBO (in Care Of Box Office), or “at the door” pickup: The patron picks up pre-purchased tickets for an event, such as a play, sporting event, or concert, either just before the event or in advance. With the onset of the Internet and e-commerce sites, which allow customers to buy tickets online, the popularity of this service has increased.

Shopping cart systems

Simple shopping cart systems allow the off-line administration of products and categories. The shop is then generated as HTML files and graphics that can be uploaded to a webspace. The systems do not use an online database. A high-end solution can be bought or rented as a stand-alone program or as an addition to an enterprise resource planning program. It is usually installed on the company’s web server and may integrate into the existing supply chain so that ordering, payment, delivery, accounting and warehousing can be automated to a large extent. Other solutions allow the user to register and create an online shop on a portal that hosts multiple shops simultaneously from one back office. Examples are Big Commerce, Shopify and FlickRocket. Open source shopping cart packages include advanced platforms such as Interchange, and off-the-shelf solutions such as Magento, osCommerce, Shopgate, PrestaShop, and Zen Cart. Commercial systems can also be tailored so the shop does not have to be created from scratch. By using an existing framework, software modules for various functionalities required by a web shop can be adapted and combined.

Design

Customers are attracted to online shopping not only because of high levels of convenience, but also because of broader selections, competitive pricing, and greater access to information.Business organizations seek to offer online shopping not only because it is of much lower cost compared to bricks and mortar stores, but also because it offers access to a worldwide market, increases customer value, and builds sustainable capabilities.

Information load

Designers of online shops are concerned with the effects of information load. Information load is a product of the spatial and temporal arrangements of stimuli in the web store Compared with conventional retail shopping, the information environment of virtual shopping is enhanced by providing additional product information such as comparative products and services, as well as various alternatives and attributes of each alternative, etc.Two major dimensions of information load are complexity and novelty.Complexity refers to the number of different elements or features of a site, often the result of increased information diversity. Novelty involves the unexpected, suppressed, new, or unfamiliar aspects of the site. The novelty dimension may keep consumers exploring a shopping site, whereas the complexity dimension may induce impulse purchases.Consumer needs and expectations

According to the output of a research report by Western Michigan University published in 2005, an e-commerce website does not have to be good looking with listing on a lot of search engines. It must build relationships with customers to make money. The report also suggests that a website must leave a positive impression on the customers, giving them a reason to come back. However, resent research has proven that sites with higher focus on efficiency, convenience, and personalized services increased the customers motivation to make purchases.

Dyn, an Internet performance management company conducted a survey on more than 1400 consumers across 11 countries in North America, Europe, Middle-East and Asia and the results of the survey are as follows:

  • Online retailers must improve the website speed
  • Online retailers must ease consumers fear around security

These concerns majorly affect the decisions of almost two thirds of the consumers.

User interface

An automated online assistant, with potential to enhance user interface on shopping sites.

The most important factors determining whether customers return to a website are ease of use and the presence of user-friendly features.Usability testing is important for finding problems and improvements in a web site. Methods for evaluating usability include heuristic evaluation, cognitive walkthrough, and user testing. Each technique has its own characteristics and emphasizes different aspects of the user experience.

Market share

The popularity of online shopping continues to erode sales of conventional retailers. For example, Best Buy, the largest retailer of electronics in the U.S. in August 2014 reported its tenth consecutive quarterly dip in sales, citing an increasing shift by consumers to online shopping.Amazon.com has the largest market share in the United States. As of May 2018, a survey found two-thirds of Americans had bought something from Amazon (92% of those who had bought anything online), with 40% of online shoppers buying something from Amazon at least once a month. The survey found shopping began at amazon.com 44% of the time, compared to a general search engine at 33%. It estimated 75 million Americans subscribe to Amazon Prime and 35 million more use someone else’s account.

There were 242 million people shopping online in China in 2012. For developing countries and low-income households in developed countries, adoption of e-commerce in place of or in addition to conventional methods is limited by a lack of affordable Internet access.

Advantages

Convenience

Online stores are usually available 24 hours a day, and many consumers in Western countries have Internet access both at work and at home. Other establishments such as Internet cafes, community centers and schools provide internet access as well. In contrast, visiting a conventional retail store requires travel or commuting and costs such as gas, parking, or bus tickets, and must usally take place during business hours. Delivery was always a problem which affected the convenience of online shopping. However to overcome this many retailers including online retailers in Taiwan brought in a store pick up service. This now meant that customers could purchase goods online and pick them up at a nearby convenience store, making online shopping more advantageous to customers. In the event of a problem with the item (e.g., the product was not what the consumer ordered or the product was not satisfactory), consumers are concerned with the ease of returning an item in exchange for the correct product or a refund. Consumers may need to contact the retailer, visit the post office and pay return shipping, and then wait for a replacement or refund. Some online companies have more generous return policies to compensate for the traditional advantage of physical stores. For example, the online shoe retailer Zappos.com includes labels for free return shipping, and does not charge a restocking fee, even for returns which are not the result of merchant error. (Note: In the United Kingdom, online shops are prohibited from charging a restocking fee if the consumer cancels their order in accordance with the Consumer Protection (Distance Selling) Act 2000). A 2018 survey in the United States found 26% of online shoppers said they never return items, and another 65% said they rarely do so.

Information and reviews

Online stores must describe products for sale with text, photos, and multimedia files, whereas in a physical retail store, the actual product and the manufacturer’s packaging will be available for direct inspection (which might involve a test drive, fitting, or other experimentation). Some online stores provide or link to supplemental product information, such as instructions, safety procedures, demonstrations, or manufacturer specifications. Some provide background information, advice, or how-to guides designed to help consumers decide which product to buy. Some stores even allow customers to comment or rate their items. There are also dedicated review sites that host user reviews for different products. Reviews and even some blogs give customers the option of shopping for cheaper purchases from all over the world without having to depend on local retailers. In a conventional retail store, clerks are generally available to answer questions. Some online stores have real-time chat features, but most rely on e-mails or phone calls to handle customer questions. Even if an online store is open 24 hours a day, seven days a week, the customer service team may only be available during regular business hours.

Price and selection

One advantage of shopping online is being able to quickly seek out deals for items or services provided by many different vendors (though some local search engines do exist to help consumers locate products for sale in nearby stores). Search engines, online price comparison services and discovery shopping engines can be used to look up sellers of a particular product or service. Shipping costs (if applicable) reduce the price advantage of online merchandise, though depending on the jurisdiction, a lack of sales tax may compensate for this. Shipping a small number of items, especially from another country, is much more expensive than making the larger shipments bricks-and-mortar retailers order. Some retailers (especially those selling small, high-value items like electronics) offer free shipping on sufficiently large orders. Another major advantage for retailers is the ability to rapidly switch suppliers and vendors without disrupting users’ shopping experience.

Search engine optimization

Search engine optimization (SEO) is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine.
SEO refers to the improvement of unpaid results (known as “natural” or “organic” results), and excludes direct traffic/visitors and the purchase of paid placement. Primarily SEO pertains to search engine.

SEO may target different kinds of search, including image search, video search, academic search, news search, and industry-specific vertical search engines.

Optimizing a website may involve editing its content, adding content, modifying 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 backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search.

As an Internet marketing strategy, SEO considers how search engines work, the computer programmed algorithms which dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine the higher the website ranks in the search engine results page (SERP). These visitors can then be converted into customers.

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 or international searches.

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Getting indexed

Search engines use complex mathematical algorithms to interpret which websites a user seeks. In this diagram, if each bubble represents a website, programs sometimes called spiders examine which sites link to which other sites, with arrows representing these links. Websites getting more inbound links, or stronger links, are presumed to be more important and what the user is searching for. In this example, since website B is the recipient of numerous inbound links, it ranks more highly in a web search. And the links “carry through”, such that website C, even though it only has one inbound link, has an inbound link from a highly popular site (B) while site E does not. Note: Percentages are rounded.

The leading search engines, such as Google, Bing and Yahoo!, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. The Yahoo! Directory and DMOZ, two major directories which closed in 2014 and 2017 respectively, both required manual submission and human editorial review. Google offers Google Search Console, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that are not discover able by automatically following links in addition to their URL submission console. Yahoo! formerly operated a paid submission service that guaranteed crawling for a cost per click; however, this practice was discontinued in 2009.

Search engine crawlers may look at a number of different factors when crawling a site. Not every page is indexed by the search engines. The distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled.

Today, most people are searching on Google using a mobile device. In November 2016, Google announced a major change to the way crawling websites and started to make their index mobile-first, which means the mobile version of your website becomes the starting point for what Google includes in their index.

Preventing crawling

To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard 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 (usually). 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.[47]

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 as to keep search engines crawling back frequently can give additional weight to a site. Adding relevant keywords to a web page’s metadata, including the title tag and meta description, will tend to improve the relevancy of a site’s search listings, thus increasing traffic. URL canonicalization 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.

White hat versus black hat techniques

SEO techniques can be classified into two broad categories: techniques that search engine companies recommend as part of good design (“white hat”), and those techniques of which search engines do not approve (“black hat”). 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 online “spider” algorithms, 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 hidden text, 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 but do not act in producing the best content for users. Grey hat SEO is 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 BMWGermany and Ricoh Germany for use of deceptive practices. Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google’s search engine results page.

As marketing strategy

SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective, such as paid advertising through pay per click (PPC) campaigns, depending on the site operator’s goals. Search engine marketing (SEM) is the practice of designing, running and optimizing search engine ad campaigns. Its difference from SEO is most simply depicted as the difference between paid and unpaid priority ranking in search results. Its purpose regards prominence more so than relevance; website developers should regard SEM with the utmost importance with consideration to visibility as most navigate to the primary listings of their search. A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade, setting up analytics programs to enable site owners to measure results, and improving a site’s conversion rate. In November 2015, Google released a full 160 page version of its Search Quality Rating Guidelines to the public, which revealed a shift in their focus towards “usefulness” and mobile search. In recent years the mobile market has exploded, overtaking the use of desktops, as shown in by StatCounter in October 2016 where they analyzed 2.5 million websites and found that 51.3% of the pages were loaded by a mobile device  Google has been one of the companies that are utilizing the popularity of mobile usage by encouraging websites to use their Google Search Console, the Mobile-Friendly Test, which allows companies to measure up their website to the search engine results and how user-friendly it is.

SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors. Search engines can change their algorithms, impacting a website’s placement, possibly resulting in a serious loss of traffic. According to Google’s CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day. It is considered a wise business practice for website operators to liberate themselves from dependence on search engine traffic. In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO.

International markets

Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines’ market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches. In markets outside the United States, Google’s share is often larger, and Google remains the dominant search engine worldwide as of 2007. As of 2006, Google had an 85–90% market share in Germany. While there were hundreds of SEO firms in the US at that time, there were only about five in Germany. As of June 2008, the market share of Google in the UK was close to 90% according to Hitwise. That market share is achieved in a number of countries.

As of 2009, there are only a few large markets where Google is not the leading search engine. In most cases, when Google is not leading in a given market, it is lagging behind a local player. The most notable example markets are China, Japan, South Korea, Russia and the Czech Republic where respectively Baidu, Yahoo! Japan, Naver, Yandex and Seznam are market leaders.

Successful search optimization for international markets may require professional translation of web pages, registration of a domain name with a top level domain in the target market, and web hosting that provides a local IP address. Otherwise, the fundamental elements of search optimization are essentially the same, regardless of language.

Legal precedents

On October 17, 2002, SearchKing filed suit in the United States District Court, Western District of Oklahoma, against the search engine Google. SearchKing’s claim was that Google’s tactics to prevent spamdexing constituted a tortious interference with contractual relations. On May 27, 2003, the court granted Google’s motion to dismiss the complaint because SearchKing “failed to state a claim upon which relief may be granted.

In March 2006, KinderStart filed a lawsuit against Google over search engine rankings. KinderStart’s website was removed from Google’s index prior to the lawsuit, and the amount of traffic to the site dropped by 70%. On March 16, 2007, the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart’s complaint without leave to amend, and partially granted Google’s motion for Rule 11 sanctions against KinderStart’s attorney, requiring him to pay part of Google’s legal expenses.

Social Media Promotion

Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have 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 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.”

When using social media marketing, firms can 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.

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Purposes and tactics

One of the main purposes of employing social media in marketing is as a communications tool that makes the companies accessible to those interested in their product and makes them visible to those who have no knowledge of their products. These companies use social media to create buzz, and learn from and target customers. It’s the only form of marketing that can finger consumers at each and every stage of the consumer decision journey. Marketing through social media has other benefits as well. Of the top 10 factors that correlate with a strong Google organic search, seven are social media dependent. This means that if brands are less or non-active on social media, they tend to show up less on Google searches. While platforms such as Twitter, Facebook, and Google+ have a larger number of monthly users, the visual media sharing based mobile platforms, however, garner a higher interaction rate in comparison and have registered the fastest growth and have changed the ways in which consumers engage with brand content. Instagram has an interaction rate of 1.46% with an average of 130 million users monthly as opposed to Twitter which has a .03% interaction rate with an average of 210 million monthly users.Unlike traditional media that are often cost-prohibitive to many companies, a social media strategy does not require astronomical budgeting.

To this end, companies make use of platforms such as Facebook, Twitter, YouTube, and Instagram to reach audiences much wider than through the use of traditional print/TV/radio advertisements alone at a fraction of the cost, as most social networking sites can be used at little or no cost (however, some websites charge companies for premium services). This has changed the ways that companies approach to interact with customers, as a substantial percentage of consumer interactions are now being carried out over online platforms with much higher visibility. Customers can now post reviews of products and services, rate customer service, and ask questions or voice concerns directly to companies through social media platforms. According to Measuring Success, over 80% of consumers use the web to research products and services. Thus social media marketing is also used by businesses in order to build relationships of trust with consumers. To this aim, companies may also hire personnel to specifically handle these social media interactions, who usually report under the title of Online community managers. Handling these interactions in a satisfactory manner can result in an increase of consumer trust. To both this aim and to fix the public’s perception of a company, 3 steps are taken in order to address consumer concerns, identifying the extent of the social chatter, engaging the influencers to help, and developing a proportional response.

Twitter

Twitter allows companies to promote their products in short messages known as tweets limited to 140 characters which appear on followers’ Home timelines. Tweets can contain text, Hashtag, photo, video, Animated GIF, Emoji, or links to the product’s website and other social media profiles, etc.Twitter is also used by companies to provide customer service. Some companies make support available 24/7 and answer promptly, thus improving brand loyalty and appreciation.

Facebook

Facebook pages are far more detailed than Twitter accounts. They allow a product to provide videos, photos, longer descriptions, and testimonials where followers can comment on the product pages for others to see. Facebook can link back to the product’s Twitter page, as well as send out event reminders. As of May 2015, 93% of businesses marketers use Facebook to promote their brand.A study from 2011 attributed 84% of “engagement” or clicks and likes that link back to Facebook advertising. By 2014, Facebook had restricted the content published from business and brand pages. Adjustments in Facebook algorithms have reduced the audience for non-paying business pages (that have at least 500,000 “Likes”) from 16% in 2012 down to 2% in February 2014.

LinkedIn

LinkedIn, a professional business-related networking site, allows companies to create professional profiles for themselves as well as their business to network and meet others. Through the use of widgets, members can promote their various social networking activities, such as Twitter stream or blog entries of their product pages, onto their LinkedIn profile page. LinkedIn provides its members the opportunity to generate sales leads and business partners.Members can use “Company Pages” similar to Facebook pages to create an area that will allow business owners to promote their products or services and be able to interact with their customers.Due to spread of spam mail sent to job seeker, leading companies prefer to use LinkedIn for employee’s recruitment instead using different a job portal. Additionally, companies have voiced a preference for the amount of information that can be gleaned from a LinkedIn profile, versus a limited email.

Whatsapp

WhatsApp was founded by Jan Koum and Brian Acton.WhatsApp joined Facebook in 2014, but continues to operate as a separate app with a laser focus on building a messaging service that works fast and reliably anywhere in the world.WhatsApp started as an alternative to SMS. Whatsapp now supports sending and receiving a variety of media including text, photos, videos, documents, and location, as well as voice calls. Whatsapp messages and calls are secured with end-to-end encryption, meaning that no third party including WhatsApp can read or listen to them. Whatsapp has a customer base of 1 billion people in over 180 countries. It is used to send personalised promotional messages to individual customers. It has plenty of advantages over SMS that includes ability to track how Message Broadcast Performs using blue tick option in Whatsapp. It allows sending messages to Do Not Disturb(DND) customers. Whatsapp is also used to send a series of bulk messages to their targeted customers using broadcast option. Companies started using this to a large extent because it is a cost effective promotional option and quick to spread a message. Still, Whatsapp doesn’t allow businesses to place ads in their app.

Yelp

Yelp consists of a comprehensive online index of business profiles. Businesses are searchable by location, similar to Yellow Pages. The website is operational in seven different countries, including the United States and Canada. Business account holders are allowed to create, share, and edit business profiles. They may post information such as the business location, contact information, pictures, and service information. The website further allows individuals to write, post reviews about businesses, and rate them on a five-point scale. Messaging and talk features are further made available for general members of the website, serving to guide thoughts and opinions.

Instagram

In May 2014, Instagram had over 200 million users. The user engagement rate of Instagram was 15 times higher than of Facebook and 25 times higher than that of Twitter. According to Scott Galloway, the founder of L2 and a professor of marketing at New York University’s Stern School of Business, latest studies estimate that 93% of prestige brands have an active presence on Instagram and include it in their marketing mix. When it comes to brands and businesses, Instagram’s goal is to help companies to reach their respective audiences through captivating imagery in a rich, visual environment.Moreover, Instagram provides a platform where user and company can communicate publicly and directly, making itself an ideal platform for companies to connect with their current and potential customers.

Many brands are now heavily using this mobile app to boost their marketing strategy. Instagram can be used to gain the necessary momentum needed to capture the attention of the market segment that has an interest in the product offering or services. As Instagram is supported by Apple and android system, it can be easily accessed by smartphone users. Moreover, it can be accessed by the Internet as well. Thus, the marketers see it as a potential platform to expand their brands exposure to the public, especially the younger target group. On top of this, marketers do not only use social media for traditional Internet advertising, but they also encourage users to create attention for a certain brand. This generally creates an opportunity for greater brand exposure. Furthermore, marketers are also using the platform to drive social shopping and inspire people to collect and share pictures of their favorite products. Many big names have already jumped on board: Starbucks, MTV, Nike, Marc Jacobs, and Red Bull are a few examples of multinationals that adopted the mobile photo app early. Fashion blogger Danielle Bernstein, who goes by @weworewhat on Instagram, collaborated with Harper’s Bazaar to do a piece on how brands are using Instagram to market their products, and how bloggers make money from it. Bernstein, who currently has one and a half million followers on Instagram, and whose “outfit of the day” photos on Snapchat get tens of thousands of screenshots, explained that for a lot of her sponsored posts, she must feature the brand in a certain number of posts, and often cannot wear a competitor’s product in the same picture. According to Harper’s Bazaar, industry estimates say that brands are spending more than $1 billion per year on consumer-generated advertising.Founder of Instagram Kevin Systrom even went to Paris Fashion week, going to couture shows and meeting with designers to learn more about how style bloggers, editors, and designers are currently dominating much of the content on his application.

Instagram has proven itself a powerful platform for marketers to reach their customers and prospects through sharing pictures and brief messages. According to a study by Simply Measured, 71% of the world’s largest brands are now using Instagram as a marketing channel. For companies, Instagram can be used as a tool to connect and communicate with current and potential customers. The company can present a more personal picture of their brand, and by doing so the company conveys a better and true picture of itself. The idea of Instagram pictures lies on on-the-go, a sense that the event is happening right now, and that adds another layer to the personal and accurate picture of the company. In fact, Thomas Rankin, co-founder and CEO of the program Dash Hudson, stated that when he approves a blogger’s Instagram post before it is posted on the behalf of a brand his company represents, his only negative feedback is if it looks too posed. “It’s not an editorial photo,” he explained, “We’re not trying to be a magazine. We’re trying to create a moment.”Another option Instagram provides the opportunity for companies to reflect a true picture of the brandfrom the perspective of the customers, for instance, using the user-generated contents thought the hashtags encouragement. Other than the filters and hashtags functions, the Instagram’s 15-second videos and the recently added ability to send private messages between users have opened new opportunities for brands to connect with customers in a new extent, further promoting effective marketing on Instagram.

Snapchat

Snapchat is a popular messaging and picture exchanging application that was created in 2011 by three students at Stanford University named Evan Spiegel, Bobby Murphy, and Reggie Brown. The application was first developed to allow users to message back and forth and to also send photographs that are only available from 1–10 seconds until they are no longer available. The app was an instant hit with social media members and today there are up to 158 million people using snapchat every single day. It is also estimated that Snapchat users are opening the application approximately 18 times per day, which means users are on the app for about 25–30 minutes per day.

YouTube

YouTube is another popular avenue; advertisements are done in a way to suit the target audience. The type of language used in the commercials and the ideas used to promote the product reflect the audience’s style and taste. Also, the ads on this platform are usually in sync with the content of the video requested, this is another advantage YouTube brings for advertisers. Certain ads are presented with certain videos since the content is relevant. Promotional opportunities such as sponsoring a video is also possible on YouTube, “for example, a user who searches for a YouTube video on dog training may be presented with a sponsored video from a dog toy company in results along with other videos.”YouTube also enable publishers to earn money through its YouTube Partner Program. Companies can pay YouTube for a special “channel” which promotes the companies products or services.

Social bookmarking sites

Websites such as Delicious, Digg, Slashdot, Diigo, Stumbleupon, and Reddit are popular social bookmarking sites used in social media promotion. Each of these sites is dedicated to the collection, curation, and organization of links to other websites that users deem to be of good quality. This process is “crowdsourced”, allowing amateur social media network members to sort and prioritize links by relevance and general category. Due to the large user bases of these websites, any link from one of them to another, the smaller website may in a flash crowd, a sudden surge of interest in the target website. In addition to user-generated promotion, these sites also offer advertisements within individual user communities and categories. Because ads can be placed in designated communities with a very specific target audience and demographic, they have far greater potential for traffic generation than ads selected simply through cookie and browser history. Additionally, some of these websites have also implemented measures to make ads more relevant to users by allowing users to vote on which ones will be shown on pages they frequent.The ability to redirect large volumes of web traffic and target specific, relevant audiences makes social bookmarking sites a valuable asset for social media marketers.

Blogs

Platforms like LinkedIn create an environment for companies and clients to connect online. Companies that recognize the need for information, originality/ and accessibility employ blogs to make their products popular and unique/ and ultimately reach out to consumers who are privy to social media. Studies from 2009 show that consumers view coverage in the media or from bloggers as being more neutral and credible than print advertisements, which are not thought of as free or independent. Blogs allow a product or company to provide longer descriptions of products or services, can include testimonials and can link to and from other social network and blog pages. Blogs can be updated frequently and are promotional techniques for keeping customers, and also for acquiring followers and subscribers who can then be directed to social network pages. Online communities can enable a business to reach the clients of other businesses using the platform. To allow firms to measure their standing in the corporate world, sites enable employees to place evaluations of their companies. Some businesses opt out of integrating social media platforms into their traditional marketing regimen. There are also specific corporate standards that apply when interacting online.To maintain an advantage in a business-consumer relationship, businesses have to be aware of four key assets that consumers maintain: information, involvement, community, and control.

Tumblr

Blogging website Tumblr first launched ad products on May 29, 2012. Rather than relying on simple banner ads, Tumblr requires advertisers to create a Tumblr blog so the content of those blogs can be featured on the site.In one year, four native ad formats were created on web and mobile, and had more than 100 brands advertising on Tumblr with 500 cumulative sponsored posts.

Google Ads

Google Ads (previously Google AdWords, before July 24, 2018) is an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users.

Google Ads has evolved into Google’s main source of revenue, contributing to Google’s total advertising revenues of US$95.4 billion in 2017. Google Ads offers services under a pay-per-click (PPC) pricing model. Although an advanced bidding strategy can be used to automatically reach a predefined cost-per-acquisition (CPA), this should not be confused with a true CPA pricing model. Sales and support for Google’s AdWords division in the United States is based in Mountain View, California, with major secondary offices in Hyderabad, Dublin, Singapore, Ann Arbor and New York City. The third-largest US facility is the Googleplex, Google’s headquarters, which is located in Mountain View, California. Google AdWords engineering is based at the Googleplex, with major secondary offices in Los Angeles and New York.

As of June 2018, Google derives 86% of its total revenues through trading advertising inventory through AdWords, DoubleClick AdExchange, and DoubleClick Bid Manager, among others.

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How it works

Google Ads’ system is based partly on cookies and partly on keywords determined by advertisers. Google uses these characteristics to place advertising copy on pages where they think it might be relevant. Advertisers pay when users divert their browsing to click on the advertising copy. Partner websites receive a portion of the generated income.

The Google Ads program includes local, national, and international distribution. Google’s text advertisements are short, consisting of three headlines with a maximum of 30 characters each, 2 descriptions with a maximum of 90 characters, and a display two URLs of 15 characters each These are called AdWords expanded text Ads. These mimic what the average search result looks like on Google. Image ads can be one of the several different standardized sizes as designated by the Interactive Advertising Bureau (IAB). In May 2016, Google announced its reformatting of ads to help consumers and advertisers succeed in a mobile-first world. The new format, called Expanded Text Ads, allows 23% more text. This new format is available on both the Google Search Network and the Google Display network. It features two headlines with 30 characters each, replacing the standard of a single headline with 30 characters. The display URL has been replaced with two 15 character paths, not including the root domain.

Features and services

Keyword Planner

Keyword Planner is a free tool from Google Ads that provides data around the search queries that happen in Google, and provides other data resources for planning a Google Ads specific advertising campaign.

Keyword Planner helps to build new Search Network campaigns or expand existing campaigns, providing keywords and ad group ideas, volume trends (average monthly searches), historical statistics, keywords trend, competitions, and bidding.

AdWords Express

AdWords Express is a feature aimed at small businesses that attempts to reduce the difficulty of managing ad campaigns by automatically managing keywords and ad placement. AdWords Express was previously known as Google Boost.

AdWords Express also supports small businesses that do not have a website by allowing them to direct customers to their Google Place page.

Google Ads Editor allows users to make bulk changes to ads and edit adds offline. Google Ads Editor is a downloadable program that comes with Google Ads at no extra cost. The program also allows users to see ad performance, like the dashboard.

Google Ads Manager Accounts (previously known as My Client Centre (MCC)) allows users to manage multiple accounts from one login and dashboard.

Reach Planner

Reach Planner is a tool that allows users to forecast the reach and extent of their video ads across YouTube and Google video partners.The tool allows users to choose their audience. The tool then recommends a combination of video ads that help reach the users objectives. The tool also allows users to see the outcomes of the reach of their adds on a reach curve.

IP address exclusion

In addition to controlling ad placements through targeting audiences based on location and language usage, ad placements can be refined with Internet Protocol (IP) address exclusion. This feature enables advertisers to exclude specified IP address ranges if they do not want their ads to appear there. Advertisers can exclude up to 500 IP address ranges per campaign.

Google Partners

Google Partners, originally known as Google AdWords Certification Program or Google AdWords Certification, is a Google AdWords partner certification program. To become AdWords certified, clients need to pass the Google Ads Fundamentals exam and one of the other Advanced AdWords exams such as Search Advertising, Display Advertising, Video Advertising, Shopping Advertising, Google Analytics, and Mobile Advertising. From January 16, 2018, certification exams moved from Google Partners to Google Academy for Ads.

It replaced Google Advertising Professionals in April 2010, with updates ranging from amended criteria for entries and changes to the exam requirements.The program continues to certify consultants to help the increasing number of Google AdWords clients with AdWords campaigns. The program contains one fundamental exam and five advanced exams.

In order to be individually qualified, a person must pass the program exams. The AdWords qualifications received vary based on which advance exams the individual passes.Google Partners must continue with their best practices by engaging with ongoing professional development. One accredited individual must be certified (two individuals for Google Premier Partners) and a minimum spend threshold of US$10,000 over 90 days must be maintained, with a higher spend threshold for Google Premier Partners.

Placement-targeted advertisements

Placement-targeted advertisements (formerly Site-Targeted Advertisements) are a feature introduced in 2003 to the AdWords control panel. Using the AdWords control panel, advertisers can enter keywords, domain names, topics, and demographic targeting preferences. Based on this, Google places ads on relevant sites within the content network. If domain names are targeted, Google also provides a list of related sites for placement. Advertisers bid on a cost-per-impression (CPI/CPM) or cost-per-click (CPC) basis for site targeting

With placement targeting, it is possible for an ad to take up an entire ad block instead of splitting the ad into two to four ads. This leads to higher ad visibility for the advertiser.

The minimum cost-per-thousand impressions bid for placement-targeted campaigns is 25 cents. There is no minimum CPC bid.

Remarketing

Remarketing is an AdWords feature that allows marketers to show advertisements to users that have previously visited their website. This feature also allows marketers to create different audience lists based on the behaviors of website visitors in order to serve relevant ads to these segmented audiences. Remarketing Lists for Search (RLSA) via Google Analytics became available in Google AdWords in early June 2015, allowing for the use of standard GA remarketing lists to plan traditional text search ads.

A more advanced subtype of remarketing is dynamic remarketing through which advertisers can show past visitors the specific products or services they viewed to further customize the ad experience. This subtype is especially used by e-commerce websites that foster a diverse range of products and services and need to have their remarketing messages relevant to users.

While remarketing is a mainstream practice, it remains to be perceived as an intrusive one to many users as they might feel annoyingly stalked all over the internet. So, it is recommended for AdWords advertisers to dive deep into optimization practices such as frequency capping so that their remarketing efforts won’t backfire and build customer dissatisfaction and distress instead of brand awareness and sales.

Sms Marketing

SMS marketing (short message service marketing) is a technique that uses permission-based text messaging to spread promotional messages.

To receive text message specials, new product updates or more information, customers are usually required to opt in to an automated system by texting an initial shortcode. When the 5 digit code is texted, that user’s phone number is then stored by whatever SMS marketing software is issuing the texts. A confirmation response is usually sent as receipt for opting in, with an opt-out code included for potential future unsubscribing (Ja.Txt).

Generally speaking, the goal of SMS marketing is to build a database of subscribers to increase customer loyalty. When implementing close range marketing tactics, text messages are an ideal way of notifying people within your vicinity of any immediate offers, without having to use push-notification applications. More than informing your customers of upcoming deals, it can also be a great way to send reminders for upcoming events and engage your customers by polling their opinions.

In fact, for at least 60% of consumers, SMS marketing is preferred to other email marketing and push-notification services (Forbes). Many delivery platforms allow for easy segmentation and management, so the most relevant text messages can be sent to those who are most likely to convert. It’s also preferable in that it tends to be less expensive when compared to other methods of distribution, making it a cost effective mobile solution.

Keep in mind that while similar, SMS marketing is not the same as close range marketing. To learn more about the relationship between SMS and close range marketing, read my brief on the differences between the two. Furthermore, see how we can help you with your SMS and mobile marketing needs.

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What’s App Marketing 

When you think of social media platforms, sites, like Facebook, Twitter, and LinkedIn most likely come to your mind immediately. But many messenger apps (Whatsapp, hike) have caught up all social networks in regards to popularity and users.

The Social Media leader in all the Messaging app World is Whatsapp (a pun on the phrase “what’s up”), with 1.6 billion monthly active users around the world. That kind of high market penetration can’t be ignored.

Reason to Use WhatsApp for your Marketing related activities.

Marketing on W-h-a-t-s-A-p-p may not be getting a lot of attention nowadays, but it’s a next big thing.

• It’s open for all and free to use.
• It lets you send photos, eBooks/ pdf, brochures, and catalogs.
• Ask for feedback directly from customers / which make this platform best survey tool.
• You can use it for official and formal group discussions and meetings.
• As a messaging app, it lets you send different alerts about new events and sales.

The WhatsApp homepage description written by a co-founder Jan-Khoum titled, “Why We Don’t Sell-Ads.” What he really meant is that there are no branded profile pages for Advertisement. For your audience to be aware of you on WhatsApp, you need to tell them.

Since WhatsApp doesn’t sell ad space or had any business-specific features (yet), you need to have to be innovative in your marketing approach.

Like Social Media Channels, WhatsApp to have become ubiquitous as a top-ranked messaging APP. It is the most sought-after messaging application in the world, and such a high acceptance is the reason why businesses need to run WhatsApp Marketing Campaign.

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1. Traffic overview of WhatsApp

WhatsApp traffic analytics are available from many third-party sources, probably because it’s been developed from the early days using open source software.

This offers you Structural data that will help you in modifying your social media strategy and also adjust your priorities to frame marketing strategy for your targeted audience.

2. Create Broadcast Lists

Create lists related to specific topics, then blast particular one-way message designed to increase engagement, much like you do on Twitter. For example, include links or invitations in your messages.

3. Take benefit of Group Chat

Group messages usually shared among all members of a group, including responses from any participant of the group. This will be helpful in focus groups while performing market studies before/After a product launch.

4. Enjoy free of charge Messaging

With WhatsApp, you can exchange messages without any minimum or maximum SMS costs. It’s available for i-Phone, Black-Berry, Android, and Windows-Phone. They can all send the message to each other because WhatsApp Messenger uses the similar internet data plan that you use for email/web browsing.

For added value, users can form groups, send each other unlimited image to one another, video and audio media messages. This advantage has many different benefits for both users as well as marketers. If you are trying to reach an international audience, WhatsApp can easily break through international borders.

5. Take Customer- Support to New Heights

Although WhatsApp was designed and created for mobile-only devices, it’s compatible with desktop devices as well. So you can also use it along with the other desktop applications for important and helpful customer support.—your It allows you to reach your customers can reach you directly, and you can provide instant answers.

The process is unique but very clear-cut. Go to the web- app site-scan the QR code on your mobile app screen. With a few simple instructions, you’re logged in!

6. Build User Loyalty

Collectively, the group lists in WhatsApp have added more brand loyalty than other social media groups available to us. Similarly, many brand personas have developed a good bond with their followers. This was boosted with the tools, like push notifications-group chats- broadcast lists.

7. Engage-connect with mobile Calls

You have the option available for using WhatsApp to make sales only calls through its built-in-version of VOIP. So whenever you get a customer support request- or when someone asks for additional information or wants to talk with a salesperson—WhatsApp allows you to take action right-away.

8. Maintain Quality Content

Since WhatsApp’s heart is core messaging, make your messages small and powerful. But don’t be bothered too much about length. Unlike Twitter, you’re not restricted to 140 characters only.

9. Incorporate Curated Content

As with your other social channels, you can send Curated as well as unique content. Keep in mind, although the format is diverse than Facebook, the general philosophy about content should apply. That includes ratios between Curated versus created content.

10. Know Your Targeted customers

Make each word count. If you’re your writing style, as well as words choices, don’t connect with your targeted audience, you’ll see little or zero engagement.

11. Mind the Opt-Out

Always remember how easy it is for users to discontinue notifications in WhatsApp: Settings – Account -Privacy-uncheck-Read Receipts option.

Note: This will not only disable the Read Receipts for Group Chats or Play Receipts for Voice Messages. There is no possible way to switch off these given features in WhatsApp.
You can be a far-flung memory soon. So make sure you always stay relevant and – engaging.

12. Develop Rapport with Your potential Customers

Share WhatsApp Contact details on your website/ Blog and other social media networks. This action will let your customers know they can reach your mobile directly. Although it’s not a requirement, try to use WhatsApp after you’ve developed a relationship with your customers.

Email Marketing

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.

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Transactional emails

Transactional emails are usually triggered based on a customer’s action with a company. To be qualified as transactional or relationship messages, these communications’ primary purpose must be “to facilitate, complete, or confirm a commercial transaction that the recipient has previously agreed to enter into with the sender” along with a few other narrow definitions of transactional messaging. Triggered transactional messages include dropped basket messages, password reset emails, purchase or order confirmation emails, order status emails, reorder emails, and email receipts.

The primary purpose of a transactional email is to convey information regarding the action that triggered it. But, due to their high open rates (51.3% compared to 36.6% for email newsletters), transactional emails are an opportunity to introduce or extend the email relationship with customers or subscribers; to anticipate and answer questions; or to cross-sell or up-sell products or services. 

Many email newsletter software vendors offer transactional email support, which gives companies the ability to include promotional messages within the body of transactional emails. There are also software vendors that offer specialized transactional email marketing services, which include providing targeted and personalized transactional email messages and running specific marketing campaigns (such as customer referral programs).

Direct emails

Direct email involves sending an email solely to communicate a promotional message (for example, a special offer or a product catalog). Companies usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they rent a list of email addresses from service companies.

COMING SOON…..

COMING SOON…..