Marketing SEO

5 R’s of content marketing to drive 5 times more engagement

Creating content for the website and advertising threads is very important to the survival of one’s company. users are always on the lookout for something or the other that inspires them or teaches them.

A great deal of time and effort switches into making that content, therefore it appears a pity to utilize it only once. That is why it is extremely important to optimize your content. Digital Marketing is not just to be out there to sell, sometimes its also important to add value to the user in his buying cycle.

Remember, the very reason why millions of users are using the internet is because they want to consume content and that content can be in the form of a text or an image or an infographic or a video or a podcast etc.

Content optimization is just using or converting content to be used in another format or merchandise, also known as circumstance. Circumstance is the surroundings, situation, environment, history or settings that clarify or define the content. It differs from content creation and far easier. There are four basic principles of content optimization that we’ll have a look at in the Digital Marketing landscape.

Learn to understand the concepts of each of them in detail in our digital marketing bootcamp.

Reuse – the initial principle of content optimization is reusing the same content in various places. It is possible to serve the identical content up in the type of an article, and ezine article, site posts, web directories, e-mails, and so forth.

Repurpose – In this case, you use the same content in various circumstances or formats. The same content that’s presented in a teleseminar might then be prepared for a glorious demonstration, multiple articles, or multiple blog posts.

Repackage – the identical content basis may be revised and polished for distinct marketplaces. A good example of this will be using the same content from the class on teleseminars being revised into a class on book tours or internet optimization.

Recycle – the identical content could be cycled through again. This will be illustrated when you want to use the content worked in the past to reuse it and drive more engagement.

Repeat – If there were a 5th R to these principles, it’d be to Repeat.

The entire concept of inbound marketing uses content as a medium to drive traffic to the site. Inbound marketing completely depends on creating useful content for different users on different platforms and different touchpoints and drive them in their purchase journey.

Remember, our websites are not YouTube or Netflix that people should come and see and go, No, they need to engage with our website this only happens with your content.

Enroll for the Digital Marketing Bootcamp and get to learn more of such amazing things and chart your growth journey. Bootcamp is an immersive program for serious learners.

Marketing SEO

Long Tail Keywords are the center of inbound marketing strategies

It has now become very important to target keywords that are long to rank on Google and drive traffic that is more intent oriented (generally referred to as Long Tail Keywords). Since these are the keywords with more accurate and genuine intent and you can drive some very quality traffic to the website.

Learn the different ways to find them and how to use them practically in our immersive bootcamp program. However, these long-tail keywords are less competitive and so we can use them and target them to bring traffic to our website and also nurture those visitors to leads (setting up a funnel and drive these visitors to conversion path).

Keywords which are 2-3 words are generally expensive and have heavy competition in Google Ads. So it always advised that we spend time to find long-tail keywords and target them by writing some amazing content to bring those intent-based searchers to your website. It is also easy to rank for the Longtail keywords high in Google Search results by doing SEO. You can learn SEO techniques in our Digital Marketing Bootcamp Program.

Note: One good way to find these long-tail keywords in Google Ads are by implementing Dynamic Search Ads, and then check the search terms (SQR reports) where the ads were triggered.

I am sharing some ways on how one can find long-tail keywords for their business and use them in their Google Ads campaigns and SEO strategies.

Use Google Suggest for Search Terms on Google:

It is a great way to focus on Google to find phrases or long-tail keywords that may be relevant and more specific in nature. Go to and search for your business and it’s services using some known keywords, the Google Suggest feature will help you with some variations of search terms that are relevant to the current search term.

If it appears in Google Suggest, it is understood that people are using those phrases to search for the kind of business you are involved in.

All the more, it has been a disputed subject as some experts say that if you keep searching for some long-tail search terms on for few days from few unique IP addresses and try and tell everyone to search for that long-tail words for few times, then Google would consider that and suggest your phrases  on to users when they are searching for keywords that may be relevant to the business.

Also note, it is not confirmed anywhere and also not a good practice as well.  But, it that works for your business then Good for you.

Use to find questions about any topic. This is a great resource to find some great content creation ideas around long-tail keywords.

Use Blog About by Impact, to find some amazing headlines for the content that you wish to create using the long-tail keywords.

Learn more about how to find long tail keywords for any business and drive traffic organically can help businesses in their pursuit of growth. Join our Digital Marketing Bootcamp to become a real digital marketer using the most advanced digital marketing skills in real-time.


Selling is incomplete without a proper followup. Stay in touch with your customers

I am Prashanth Reniguntala, Founder Make Marketer. My article here is more of a reminder for you to know how important it is to stay in touch with your customers – which is guaranteed to increase your sales and drive more growth for your business.

Remember, Selling is incomplete without Followup. You need to understand that marketing is a process, that is why we use the lines customers journey to online purchase.

Whether you are a new start-up or a small business owner, the sure way to survive and grow your revenue is to stay in touch with your customers all the time. This could be once a month or sending a message on some event day or maybe even a birthday message.

Unless you’re just starting out in business or in a professional career, I bet you’ve spent a ton of money to seduce new customers or customers you already have. And the same could probably be said about your competitors in the market. But your list of existing customers or database of your existing clients is a treasure that you could be surpassing.

How effectively do you work on this hard-earned genuine customer list? Your existing customers are a bundle of resources that should be constantly worked and reworked over and over again (i.e. remarketing is a concept that generally talks about these cases) because if you do it consistently you are going up your sales and profits to a degree that can be absolutely amazing.

Please bear in mind, the cost of reaching them as compared to the cost of going out after new customers, is incredibly cheap and bankable.

Moreover, your customers, when you start talking with them at a deeper level, will see you as someone far more than just a commodity or product seller. They will perceive you as something more valuable and reliable.

Every time you sell them a product or a service, you can then add other items to the sale thus implementing the concept of remarketing (also called as cross-selling). This makes your business distinctive and no longer appears to be a commodity like all other businesses around you. You can add things for them, call them regularly, service them, send them information they may need, and also ask them for advice.

Do these things, and they will see you as having such a deep commitment to them and it will be tremendously exciting.

You have to look at your customers or clients as a lifetime relationship than a one time opportunity You’ve got to look at that customer or client in the same way you would look at a dear and valued friend.

It’s really a long-term relationship that, unless you breach it, will go on indefinitely. It’s a relationship that will grow continuously.

Hope this helps you to understand the importance of staying in touch with your clients or customers on a regular basis for even more leads and business.

Learn all of these things in our Digital Marketing Immersive Bootcamp. India’s First 100% Real-Time Digital Marketing Bootcamp.

Google Ads

Positives & Negatives of Expanded Text Ads – Drive Higher CTR in Google Ads

Expanded text ads – The good and the bad

Google Ads has now become synonymous with online business, given its reach and efficiency. Google, in the know of humongous growth of Ads in the coming years, engage in various developments to upgrade its services so that more advertisers get involved in it. Some may turn absolutely advantageous while others may trouble you in the long run. Incorporating both benefits and drawbacks, Expanded Text Ads came into the picture replacing traditional version of standard ads, in the year 2016.

What are Expanded Text Ads? What effect do they have on Ads? To unravel such perplexities, let’s dig deep into the concept of ETA.

What are Expanded Text Ads?

Cited as the next generation of Text Ads by google, Expanded Text Ads allows the advertisers to provide more information for display on their ad. This beneficial in terms of message as user can have more amount of information at his disposal, without necessarily clicking the ad.

Features of Expanded Text Ads are as follows

• Three headlines, up to 30 characters each.

• Two (Expanded) description field, up to 90 characters

• Display URL should have the same domain as the final URL

• Two optional path fields in the display URL with up to 15 characters each

This is the format of the Expanded Text Ads. It is apparent that some of its features such as display URL using the same domain as the final URL and extension of character count are indeed helpful in curbing the regular concerns of messaging.

Why Expanded Text Ads?

Increase in usage of mobile phones is what propelled the idea of Expanded Text Ads. The majority of the world’s population carry smartphones and what’s a better time than this to begin extending our reach using mobile as a medium? It aims to engage mobile users in Expanded texts which enables greater visibility and information quality, given the extension of character limit.

After January 31, 2017, Google ceased to support any kind of creation or editing of standard Ads as every ad created must be in Expanded Text ad format.

Now let us ponder the pros and cons of the Expanded Text Ads.  This is very important to know if you are in pursuit of Digital Marketing Job. We help you learn all these concepts in our Digital Marketing Bootcamp program.


• With the extension of the character limit, it is evident that Ads will be more specific and detailed.

• No need to worry about display URL matching the final URL domain as final URL domain is going to the display URL.

• With the larger visibility and more information, Ads are bound to grab the attention of potential customers.

• Optimization can be done more effectively as there is an increase in character count.

• You can witness a considerable increase in CTR because of the increased length of the ad, which enables more information for display.


• Though the increase in characters is said to an advantage, it often results in heavy competition for the top spot as there can be no more than one top spot.

• According to some experts, this might be an inconvenience for the businesses that are not dominant in their chosen occupational group as existing pioneers might dominate the SERP by occupying larger space.

• Chances of decrease in CTR is also apparent. This is because Ads on higher position take up much amount of space pushing other ads significantly down resulting in loss fall of CTR.

• Some experts say that it obscures the distinguishing line between paid and organic results as the extension of title and description characters making it ambiguous and almost equal to organic results.

Expanded Text Ads have their own share of good and bad. But it’s up to us that what we concern ourselves with. Good quality and efficient optimization would help your ad reach the top position. Hope this article is enlightening and productive. Please leave your views in the comment section.

If you are planning to take up Digital Marketing as a career, we help you get there through our extensive Digital Marketing Bootcamp Program.


Default Page in Google Analytics. ‘/’ and ‘/index.html’ tracked separately in GA?

Default page in Google Analytics: Have you ever wondered how Google Analytics displays  and even though they both are same (take users to the same page), they show up as two separate entries in your reports. You can use this setting to configure Google Analytics to treat them as the same page by defining the Default page for your site:

If you find these pages reported differently in analytics, only then you will have to use this setting.

  1. Navigate to the desired account, property, and view.
  2. In the VIEW column, click View Settings.
  3. In the Default page field, enter the default page for this domain. This is the page that loads when a user enters only the domain of your site into their address bar. For example, if loads your index.html web page, enter index.html in this field.
  4. Click Apply.

This also works at the subdirectory level. In other words, once you have entered index.html as the default page, Analytics also treats and as the same page.

Learn More advanced Google Analytics stuff from our Google Analytics Course Playlist on YouTube.

  1. Google Analytics Course
  2. eCommerce Analytics Training

Interested in learning skills that are better than someone with more than 10+ years of experience. Check our Digital Marketing Bootcamp.

Also check our Google Tag Manager Bootcamp:


How page value is calculated in Google Analytics?

Page Value is the average value that Google assigns for a page that a user visited before landing on the goal page or completing an e-commerce transaction (or both).

This page value is intended to give you an idea of which page in your site contributed more to your overall site’s revenue. If the page wasn’t involved (path the user took on your website) in an ecommerce transaction for your website in any way, then the Page Value for that particular page will be $0 since the page was never visited in a session where a transaction occurred.

Below is the equation that google shares and you can follow the same to calculate Page Value. Please note that the unique page view statistic represents the number of individual users who have loaded a given page per session. Each user is counted only once per session, no matter how many pages are opened by the same user.

Ecommerce Revenue + Total Goal Value
Number of Unique Pageviews for Given Page

The first example above illustrates how Page Value works. Let’s say you want to know the Page Value for Page B, and you know the following factors:

Goal page D: $20 (Remember, you assign the value of the Goal page when you first create a goal in the Analytics Settings page)
Receipt Page E: $200 (This page is where the user makes an ecommerce transaction of $100)
Unique pageview for Page B: One

You would then set up your Page Value equation like this:

Ecommerce Revenue ($200) + Total Goal Value ($20) 
Number of Unique Pageviews for Page B (1)

Page Value for Page B is $220 since a user visits Page B only once before the goal page during this session.

Now let’s check how Page Value for Page B is affected when we combine the data from two different sessions. You can see that Page B is viewed only once during Session 1, but during Session 2 it gets two pageviews (we’re assuming the two pageviews are from the same user). The total Ecommerce revenue stays the same during both sessions. Although there were two unique pageviews, there was still only one Ecommerce transaction total for both sessions.

Goal page D: $20
Receipt Page E: $200
Unique pageview for Page B: Two

Your Page Value calculation should be adjusted to look like this:

Ecommerce Revenue ($200) + Total Goal Value ($20 x 2 sessions) 
Number of Unique Pageviews for Page B (2)

Page Value for Page B across two sessions is then $120, or $240 divided by two sessions.


Does your FB Clicks Traffic in FB ads appear inconsistent with Google Analytics??

Please know that, Not every FB ad Click is really a click to the website. FB counts Likes, Shares, Comments, Lead ad form visits as Link Clicks.

To troubleshoot this discrepancy, you have to add custom columns in the Facebook ads account.

  1. Link Clicks: Not every link click is a click to the website. Since FB counts likes, shares and comments as link clicks. You will also find a column named unique link clicks.
  2. Outbound Clicks: This column shows the clicks that took the user off of Facebook. The clicks that made users leave Facebook or its properties and visit the ads landing page. You will also find a column named unique outbound clicks.

Note: The outbound clicks does not necessarily mean the users visited the website so that Google Analytics can capture it. There may be some discrepancy here as well.

Say, the user clicks on the FB ad and get to landing page, but even before the landing page (where GA code is present)  loads he leaves the site, or your site is taking forever to load so analytics can capture the page view.

  • Landing Page Views: This column shows the number of users that actually visited the site and the site was fully loaded and all the Tags were fired. (This is available only after you implement Facebook pixel on the site). You will also find a column named Unique Landing Page views.

So always check these 3 columns together when you are analyzing the performance of FB ads using Google Analytics data.

Since I am writing about this FB and GA discrepancy, it is important to know that FB takes 100% credit for conversion that happens on the website after an ad click within the default 28 day click attribution window.

So if a user likes the ad which is counted as a link click, then goes on to convert on the website within the next 28 days regardless of whichever marketing channel that brought the user to the user, Facebook will record it as a conversion and takes the credit for that conversion.

So if you have a multi-channel marketing, it is always recommend to decrease the default FB attribution window, so that FB does not take credit for a conversion that was heavily influenced and completed by other marketing channel.

Note: Facebook conversions data changes because of its default attribution model. If you check the conversion data on day 1, and then u check the conversion data for day 1 on day 20th, you will notice the change in the conversion data, since FB will attribute all conversions that happen on the website after day 1 until day 27th to the Day 1 Ad click.

Check our Free Facebook Ads Course on YouTube:

Most of Facebook marketers cannot implement advanced marketing strategies and don’t use Facebook ads to their full potential. Want to learn the real Facebook marketing skills, check our Facebook Ads Bootcamp.

Learn Advanced Google Analytics in our Digital Marketing Bootcamp. Most of the experienced marketers really don’t understand the bounce rate and exit rate. They don’t know the basics of web analytics.

To become an effective marketer, measurement is the key. In fact measurement is the heart of all marketing strategies. Learn the most advanced measurement plans using Google Analytics and Google Tag Manager.

Google Tag Manager Bootcamp Course

Google Tag Manager (GTM) is now something that every digital marketer should know at a very deeper level. What GTM brings to marketing and measurement is uncomparable.


How to Display the hostname in Google Analytics?

If you are using google analytics to track the users behavior on your site, you would notice that the content pagess report does not display the URL with hostname (does not show the entire URL of the page) rather it displays the page URL without the hostname.

I know, you might be wondering how this will affect your reporting. What if you have multiple subdomains  like ( and and users are navigating across multiple subdomains within the same root domain then google analytics will not record this activity and you might get confused on which subdomain this content report about pages relates to.


User visits and analytics reports as ‘/’

Now the user navigates to and even then it is reported as ‘/’

The question is how do I classify that ‘/’ reported by Google is for which URL i.e. or, since users visiting both of them are reported as ‘/’.

This is a very big problem if you are working on websites that have multiple subdomains on the same root domain. All the more, bigger issues arise here, when user moves from root domain to subdomain then GA will record a new session and increment the new user count. This happenseven if you have the same Google Analytics Tracking Code on the subdomains.

Ideally, it has to be attributed to the same session and all the hits to the same user and not new user. For this to be answered, you have to understand to tracking between two subdomains. You can learn about all these advanced eCommerce concepts in our Digital Marketing Bootcamp. This is India’s First 100% Real-Time Digital Marketing Bootcamp.

To fix this issue, you have to set up a filter at the view level. But be extra careful when you are applying a filter since this will modify the data. It is always recommended to apply this filter when setting up the analytics account. Filters are not retoractive, they modify the data from the day it has been implemented. Removing the filters will not get the unfiltered data anymore.

  1. To Apply this filter:
  2. Go to Admin section
  3. Select the view for which you want to apply the filter.
  4. Navigate to the Filters tab.
  5. Create a new filter
  6. Select the filter type as custom
  7. Select the advanced option
  8. Give values in Field A, Field B and Output like in the image below
Filter to Display Hostname in GA

Save your filter and you are done.

Now Google Analytics will record the entire URL in the content report including the hostname.  It will now become very easy to understand the users navigation path to check how the users are moving across subdomains to understand the users flow.

Learn Advanced Google Analytics in our Digital Marketing Bootcamp. Most of the experienced marketers really don’t understand the bounce rate and exit rate. They don’t know the basics of web analytics.

To become an effective marketer, measurement is the key. In fact measurement is the heart of all marketing strategies. Learn the most advanced measurement plans using Google Analytics and Google Tag Manager.

Google Tag Manager Bootcamp Course

Google Tag Manager (GTM) is now something that every digital marketer should know at a very deeper level. What GTM brings to marketing and measurement is uncomparable.