Digital ..Digital Marketing Unit II.pptx

Digital Marketing

1. Unit II

2. Terminology used in Digital Marketing Digital Marketing – Promotion of products/services using digital channels (websites, search engines, social media, email, mobile apps). PPC (Pay-Per-Click) – Advertising model where advertisers pay each time a user clicks their ad. CTR (Click-Through Rate) – Percentage of users who click an ad after seeing it. Conversion Rate – Percentage of visitors who complete a desired action (purchase, signup, etc.).

3. Impressions – Number of times an ad or post is shown. Reach – Number of unique users who see content. Engagement – Interactions (likes, shares, comments) on social media content. CPC (Cost Per Click) – Amount paid per ad click. CPM (Cost Per Mille) – Cost per thousand ad impressions.

4. PPC – Pay-Per-Click Advertising Definition PPC is an online advertising model where advertisers pay a fee each time their ad is clicked.It’s a way of buying visits to your site rather than earning them organically. How It Works Advertisers choose keywords or targeting criteria. They bid for ad placement in a search engine or on a platform. When a user searches for those keywords (or matches targeting), the ad appears. Advertisers pay only if the user clicks the ad.

5. Common PPC Platforms Search Engines : Google Ads, Bing Ads Social Media : Facebook Ads, Instagram Ads, LinkedIn Ads, Twitter (X) Ads E-commerce : Amazon Sponsored Products Key PPC Metrics CPC (Cost Per Click) – Amount paid for each click. CTR (Click-Through Rate) – % of people who click the ad after seeing it. Quality Score – A search engine’s rating of your ad relevance, keywords, and landing page quality. Ad Rank – Determines ad position. Formula: Ad Rank = Bid × Quality Score Impressions – Number of times the ad is shown.

6. Types of PPC Ads Search Ads – Text ads on search engine results pages. Display Ads – Banner/image ads on websites. Shopping Ads – Product-based ads (e.g., Google Shopping). Video Ads – Ads shown on YouTube and other video platforms. Remarketing Ads – Ads shown to previous visitors to re-engage them.

7. online marketing through social media Online marketing through social media (often called Social Media Marketing – SMM) is the process of using social platforms to promote products, services, or brands and engage with audiences. Popular Social Media Platforms for Marketing Facebook – Pages, groups, ads, and marketplace. Instagram – Visual storytelling, reels, influencer marketing. Twitter (X) – Real-time updates, hashtags, brand engagement. LinkedIn – B2B marketing, professional networking. YouTube – Video content, tutorials, ads. TikTok – Short videos, trending challenges. Pinterest – Idea sharing, visual search.

8. Main Objectives Build brand awareness Increase website traffic Generate leads and sales Foster customer loyalty Gather market insights Types of Social Media Marketing Organic Marketing – Free methods like posting content, using hashtags, engaging in comments. Paid Marketing – Ads on social platforms (PPC or CPM campaigns).

9. Social Media Marketing Social Media Marketing is the use of social media platforms to promote products, services, or brands, build relationships with customers, and drive traffic or sales. Objectives of SMM Increase brand awareness Drive website traffic Generate leads and sales Build customer loyalty and trust Provide customer service and support Monitor and influence public perception

10. Search Engine Optimization (SEO) SEO is the process of optimizing a website so it ranks higher in organic (non-paid) search engine results, thereby increasing visibility and attracting more relevant traffic. Goals of SEO Improve search engine rankings Drive more targeted traffic to the site Increase brand visibility Boost conversions and ROI

11. How SEO Works Crawling – Search engine bots scan the web to discover pages. Indexing – Discovered pages are stored in the search engine database. Ranking – Pages are ordered in results based on relevance and quality using algorithms. Types of SEO On-Page SEO – Optimizing content and HTML source code. Off-Page SEO – Activities outside your website (link building, brand mentions). Technical SEO – Optimizing site speed, mobile-friendliness, and crawlability.

12. Keyword Strategy Researching and selecting words/phrases that users search for. Types of Keywords: Short-tail : 1–2 words (e.g., “laptops”) Long-tail : 3+ words (e.g., “best gaming laptops under $1000”) Branded : Includes brand name (e.g., “Nike running shoes”) Non-branded : Generic terms (e.g., “running shoes”) Tools: Google Keyword Planner, SEMrush, Ahrefs . SEO Strategy Identify target audience and keywords. Create high-quality, relevant, and keyword-rich content. Optimize meta tags, headings, and URLs. Improve website speed and mobile usability. Build high-quality backlinks. Monitor with analytics and refine.

13. On-Page Techniques Optimize title tags and meta descriptions . Use H1–H6 headings properly. Include keywords naturally in content. Use alt text for images. Internal linking between pages. SEO-friendly URL structure. Off-Page Techniques Link building (guest posting, influencer outreach). Social media engagement. Directory submissions and forum participation. Brand mentions and PR.

14. Keyword Strategy Definition Keyword Strategy is the plan for selecting and using keywords in your content and website optimization to improve search engine rankings and attract targeted traffic . Importance Ensures your website matches what people are searching for. Helps attract relevant visitors. Improves chances of ranking higher in search engines. Increases conversions by targeting the right audience.

15. Steps in Keyword Strategy Research – Find keywords using tools like Google Keyword Planner, SEMrush, Ahrefs . Analyze Search Intent – Understand whether the user is looking for: Informational (learn something) Navigational (find a website) Transactional (make a purchase) Select Keywords – Choose based on: Search volume (how many people search for it) Competition (how hard it is to rank) Relevance to your business Categorize Keywords – Group by topic or page. Optimize Content – Place keywords in titles, headings, meta descriptions, URLs, and naturally in text. Monitor & Adjust – Track rankings and traffic, refine choices.

16. Types of Keywords Short-tail Keywords – 1–2 words, high volume, high competition (e.g., “laptops”). Long-tail Keywords – 3+ words, lower volume, less competition (e.g., “best laptops under $700”). Branded Keywords – Include brand name (e.g., “Apple iPhone 15”). Non-branded Keywords – Generic terms (e.g., “smartphones”). LSI Keywords – Related words/phrases that help search engines understand content context.

17. Search Engine Marketing (SEM) Definition SEM is the use of paid advertising on search engines to increase a website’s visibility in search results. It complements SEO by targeting paid placements to attract immediate traffic. How SEM Works Advertisers create ads targeting specific keywords. They bid on keywords in an auction system. When users search for those keywords, ads appear at the top or bottom of search results pages. Advertisers pay only when users click their ads (Pay-Per-Click).

18. How SEM Works Advertisers create ads targeting specific keywords. They bid on keywords in an auction system. When users search for those keywords, ads appear at the top or bottom of search results pages. Advertisers pay only when users click their ads (Pay-Per-Click). Advantages of SEM Immediate traffic and visibility Highly targeted by keywords, location, demographics Measurable results with analytics Control over budget and ad scheduling Ability to test and optimize ads quickly