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Ad Spends in Digital Marketing and Users

This digital marketing spending is quite prevalent in developed economies. But here’s the good news – developing countries are starting to catch up, and are not far behind the curve. Check out the below chart and see for yourself the growth in the digital marketing spend share over time in India:

Figure source : eMarketer

We have seen positions open for years in the digital marketing space because of the shortage of such niche talent coupled with the immense growth available in this field.

Excited yet? Good. Let’s start with the most basic question and take it from there!

What makes Digital Marketing better than Traditional Marketing?

Marketing is all about getting 4 things right (we call it Zero Moment of Truth (ZMOT) – reaching out to the right customer with the right product/offer at the right time through the right channel. Digital Marketing also needs a lot of testing to see which combination works for these 4 factors, so we find a channel that takes minimum time to hit the market. Traditional marketing channels like cable TV, flyers, radio, physical banners, etc. present a lot of challenges getting all of these 4 things right. To name a few:

1. Once printed or aired on television, an advertisement cannot be changed.

2. High time to market. This is actually a very big challenge for any dynamic industry. A lot of offers on products require a quick response time (like Amazon Prime sales) and advertisers don’t wish to announce the sale beforehand to make sure that customers regularly come to their website to check out offers and sale discounts.

3. No way to accurately measure viewed ads. All we know is the response from ad campaigns.

4. Very limited ways to reach out to a specific/niche audience.

5. Even if we somehow manage to reach the right customers, we might not really reach out at the right time. For instance, if we advertise during specific TV shows that are viewed by our target audience, we don’t really know whether the target customer is looking at the TV at the specific time when our ad is being served/played. Similarly, if we send a mail to a specific prospect who is traveling at the time and he might not read and it’s a lost opportunity.

6. Given a low response from these channels, most of these traditional methods have a high CPA (cost per acquisition).

Digital marketing is able to overcome all the challenges mentioned. With internet penetration reaching 60%+ around the globe and rapidly increasing (see chart below), digital media is now an ideal place to catch your audience’s attention.

Figure Source : Research Gate

Today, we can reach out to over 4 billion+ internet users through digital marketing. Another survey results (below) indicates 2 hr. 28 mins spent per day by adult internet users in India. Noting that average time spent by the total adult population is 1 hour, total internet user average should be somewhere between 1 hr to 2.5 hrs (say, 2 hours). An estimate of the ad serving opportunity available per day on the internet is 4 Bn*2 hours = 8 Bn hours/day.

Even if we assume only 1% of this internet time can be monetized with ads, we are still talking about 80 Million hours/day!

Figure source : eMarketer

This exercise would have given you a sense of the magnitude of the opportunity in digital marketing. And as a digital marketing analyst, you would have definitely noticed the incremental curve for both internet users and the average time spent users spend on the internet. Given the scale and precision of this marketing, it has become a must for businesses of any size and any vertical.

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How to Capture Missing Impr. & Clicks with DSA?

Dynamic Search Ads Benefits:

Dynamic Search ads (DSA) are an advanced Google Ads feature that dynamically generates the Ad Text i.e. Headline and chooses the Display URL and Final URL. It is different from DKI’s (Dynamic Keyword Insertion).

  • Both DKI and DSA dynamically creates & updates the Ad Texts.
  • Key difference is DKI uses a syntax and DSA does not use any syntax in the ad text.
  • Another Key difference is DKI uses Keywords (i.e. DKI ads work with Keywords) and DSA does not use Keywords at all.

What? if DSA does not use Keywords then how will my ads go into the auction on search Network?

It uses the Google’s Index of your webpages and when people searching for something that is relevant to what you already have on your website, it creates the ad and serves the ad to the user.

Without DSA, even an account with large number of keywords will still miss some relevant impressions and clicks. In a way, they send people directly to what they want from your website

To use DSA. Your site should have atleast 300 pages and 100 pages must be indexed by Google.

Logic here is something like this,

When Search Term ó Content of the Indexed page, then the ads will be triggered into auction. The system uses the Google’s search index algorithm to achieve this.

How do you create these ads?

You cannot write the headline and the Destination URL.

DSA Make Marketer

What is the targeting method for DSA?

Here you use Dynamic Ad Target option from the Auto Target Option and select which pages you want to allow for ads.

It can be selected in several ways.

  1. URL
  2. Page Title
  3. Page Content
  4. Categories

Note, you can add negative keywords for these campaigns so that ads will not be served when search terms include these words.

Whenever you create these ads, please create them in a new campaign. You assign bids to the dynamic ad targets.

Benefits of DSA’s:

  1. They Save Time
  2. You don’t have to worry about the frequent changes to the content on your website, Google Index algorithm will do that for us.
  3. It drives incremental traffic to the site.
  4. Creates the Ads for us, based on search terms and content of webpage.

It is particularly useful when you know you are missing out on impressions because of your match types. Most marketers use exact match keywords since they want to drive the most relevant traffic and avoid as many irrelevant clicks as possible. If you write broad match type keywords, there is always a risk of driving clicks that don’t add value to the website or the business.

Finally, DSA are cheap and you can have a very low bid. Next strategy is to create an audience and do remarketing to drive conversions.

Learn Most Advanced Google Ads in our Google Ads Bootcamp program.

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Google Ads Interview Questions for Accenture – Part 1

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Accenture Interview Questions for AdWords/PPC roles.

If you are applying for Accenture interview and trying to find the type of questions that are asked during your interview rounds. Answer all these questions before you even think of taking the shot. We teach digital marketing to our cohorts in a way that by the time they complete the bootcamp, they will be ready for any digital marketing interview. Moreover, we guarantee 100% placements to all those students who complete the immersive bootcamp course. You will be able to answer anything related to digital marketing vertical.

  1. Experience in Google Ads Editor, what are its advantages?
  2. Knowledge on Excel (comparison graphs, pivot charts, formulas, V Lookup, H Lookup, filters.
  3. What is CTR – Click through Rate – and how does it effect the quality score and performance.
  4. Questions in Conversion Rate Formula and other related arithmetic’s.
  5. What is outranking share – and how will you use it?
  6. What is the character length for ETA headline & for descriptions – Editorial Policies?
  7. Character limit of destination URL – Destination URL policies.
  8. How many campaigns/Ad Groups can be created in a Google Ads account?
  9. Ad rank/quality score correlation?
  10. What is a shared library?
  11. What are the types of networks in Google AdWords? Explain each network in detail?
  12. What are dynamic Search Ads (DSA)? What are its objectives?
  13. What is the highest membership duration for display remarketing list? –
  14. Prepare on some advanced remarketing strategies (days bound, remarket to users who visit website from Facebook)
  15. Remarketing with video ad sequence?
  16. Explain campaign level settings
  17. How to divide budget across multiple campaigns.
  18. How to use keywords match types (difference between broad and BMM, Phrase and BMM)
  19. Bid strategies (ECPC, CPA, ROAS, Target Outranking Share)
  20. How remarketing works, advanced remarketing strategies
  21. How to do keyword bid optimizations
  22. ETA , responsive search ad specifications
  23. Relation between ad performance and conversion rate
  24. Forecasting in AdWords
  25. Types of conversions, explain each of them in detail.
  26. In-market and affinity audience (custom)
  27. Auction insights reports
  28. Search terms reports and its importance
  29. Why do you use Google AdWords –
  30. AdWords certified – what all certifications?
  31. CPC: Cost per click, formula of CPC?
  32. CPA: Cost Per acquisition
  33. How to check daily campaign cost of last 7 days?
  34. At what levels are bids and budgets suggested?
  35. What is budget delivery and over delivery? Describe each type.

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