Digital MARKETING

Unit 1
Introduction

Introduction to Digital Marketing

Digital Marketing is the term used for the targeted, measurable, and interactive marketing of products
and services using digital technologies to reach the viewers, turn them into customers, and retain them.

Definition of Digital Marketing

• According to Kotler and Armstrong, “ Digital Marketing is a form of direct marketing which links
consumers with sellers electronically using interactive technologies like emails, websites, online forums
and newsgroup, interactive television, mobile communications etcetera”.
• According to Chaffey, “Digital Marketing is the application of the Internet and related digital
technologies in conjunction with traditional communications to achieve marketing objectives”.

Importance of digital marketing:

1. You reach people where they spend their time

With the growth of the Internet, more people are spending their time online. Over 7.7 billion people use
the Internet across the globe. It’s become an integral part of everyday life to conduct searches, check
social media, and purchase products online. Your customers are online, which highlights the importance
of digital marketing. They’re browsing the web looking for your products or services.

2. Your competitors are already doing it

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If you’re wondering why digital marketing is important, the answer is that your competitors are already
using it. Many of your competitors have already taken advantage of all digital marketing has to offer.
They’ve created social profiles, adapted their website for SEO, and run paid advertisements to reach
new leads. This reason in itself is one of the reasons why you should use digital marketing.
If you want your business to compete with others, you have to do what your competitors are doing and
more.

3. You can compete with larger corporations

Competition is the hardest part of running a business. When you’re in a market with bigger corporations,
like Walmart and Amazon, it’s hard to compete with them. They have a big name for themselves, which
automatically draws people to trust those corporations.
You have a fighting chance against bigger corporations, which is why digital marketing is important to
your business.

4. You can target your ideal audience

The ability to target your audience better is one of the most obvious reasons why digital marketing is
important. Imagine being able to market directly to people who have an interest in your products or
services. With digital marketing, you have the capability to directly reach leads interested in your
business. You don’t have to hope that people will see your traditional marketing efforts and contact
your business. With digital marketing, you can target your audience more precisely than traditional
methods. You can input important information about your audience and use that information to
shape your digital marketing campaigns.

5. You can monitor your campaigns and optimize them for better results
The importance of digital marketing is that you can easily track and monitor your campaigns.
When you invest time and money into your campaigns, you want to know that they are working. Digital
marketing makes it easy for you to track your campaigns, which allows you to adapt and drive better
results. Every campaign you run is trackable. You can easily track a campaign’s ROI and other
indicators to see if it is driving valuable results for your business. You can see metrics such as
impressions, clicks, likes, shares, comments, conversions, and more. You save money when you can
make immediate changes. It allows you to get more out of your campaign and spend your budget more
wisely.

6. You get an impressive return on your investment (ROI)

If you want to know the importance of digital media, look at the results it drives for businesses. Online
marketing strategies have an awesome return on investment (ROI). When you invest in these methods,
you’ll get more out of them. Email marketing has one of the highest ROIs out of all methods. For
every $1 spent, you have the potential to earn up to $44 in return — an ROI of 4400 percent!
This is a great opportunity for you to grow and earn a profit from your marketing efforts. So, why is
there so much room for a great ROI with these methods? It is very cost-effective to use online marketing
methods

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METHODS OF DIGITAL MARKETING

•Search Engine Optimization (SEO) — SEO is the practice of improving ranking within major search
engines to increase online traffic.
•Search Engine Marketing (SEM) — SEM leverages paid online advertising to increase website
visibility within search engines. SEM is often used in conjunction with SEO.
•Pay-Per-Click (PPC) — PPC is an online method for advertising where a business only pays for its
ads when a person clicks on them.
•Email Marketing — Email marketing enables businesses to send branded, promotional content
directly to prospective customers via email. The use of automated newsletters is common in this context.
•Affiliate Marketing — Affiliate marketing is a performance-based exercise that enables revenue
sharing and pay-per-sale (PPS) compensation within a common network.
•Content Marketing — Content marketing refers to the publishing and distribution of text, video or
audio materials to customers online. Blogs, videos and podcasts are common ways for businesses to
engage in content marketing.
•Native Advertising — Native advertising involves blending marketing materials into a medium,
making the underlying message and marketing purposes equally important. Sponsored content, in which
one business posts its own content on a different website, is a common method of native advertising.

What is online marketplace analysis?

In modern marketing, it's essential that situation analysis aims to summarize an organization's online
marketplace and its own performance to help devise or refine a digital marketing strategy.

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 Micro Environment:
The players(stakeholders) and their interactions which influence how an organization responds in
its marketplace.
Online Macro Environment:
The second digital marketing component is the macro-environment. It consists of the factors
affecting the entire economy and not a particular sector or region. The macro-economic environment
covers political interventions, technological developments, the entrepreneurial culture of a country,
social change, legal legislation, and environmental forces beyond the organization’s control.

Who are the typical actors in the Digital Marketing Macro Environment?

1.Technology
2. International
3. Society
4. Country Specific

Who are the typical actors in Digital Marketing Micro environment?

1. Organization
2. Suppliers
3. Competitors
4. Intermediaries
5. Customers
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COMPETITIVE ANALYSIS FOR DIGITAL MARKETING
Performing a digital competitive analysis is essential for effective digital marketing. By understanding
your competitors’ online presence, you can learn what strategies and tactics to attract customers and
adapt your digital marketing plan accordingly. Keep in mind, however, that just because your competitor
is doing something doesn’t mean that it is a good fit for your business.

PERFORMING A COMPETITIVE ANALYSIS FOR DIGITAL MARKETING

There are several steps involved in performing a digital competitive analysis. You don’t necessarily need
to do all of these, but you should at least determine if each step has value for your business. Remember
that the goal is for you to understand enough about your competitors to know what the digital marketing
environment is for your industry. From there, you can make decisions about how to adapt it.
•Find competitors. This can be done by searching for businesses in your industry or niche online and
evaluating their online presence.
•Analyze their websites. This includes evaluating design, content, user experience, and SEO.
•Look at social media. This includes evaluating their number of followers on social media,
engagement, and their social content strategy.
•Identify assets. Look at their digital assets to identify strengths and weaknesses in their digital
marketing strategy. You can use this information to adapt your plan and improve your chances
of success in the market.
As you can see, digital competitive analysis is a valuable process that can help you understand your
competition and make more informed decisions about your digital marketing strategy. If you are not
already performing this type of analysis, we recommend that you consider doing so. It can be a valuable
addition to your digital marketing arsenal.

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What are the emerging digital marketing trends?

1. Artificial Intelligence (AI)

Although artificial intelligence is still in the early stages of development, there were plenty of useful
examples of AI-based marketing efforts in 2022.
For example, DALL-E went viral last year. This AI tool can generate images based on text prompts.
Digital marketers could use it to create illustrations for blog articles and landing pages instead of using
stock photos.
Another popular free AI tool is ChatGPT, which is an advanced text-based solution that can create
various pieces of written content. From making jokes to writing scenarios for short movies, ChatGPT is
a very impressive tool that can boost your digital marketing strategy

Both DALL-E and ChatGPT are owned by OpenAI – artificial intelligence research and deployment
company.

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Example of Open AI sentiment analysis.

While DALL-E and ChatGPT are yet still research tools for machine learning, there are plenty of free and
paid solutions designed strictly for digital marketers. Example? Jasper uses AI for copywriting. While I
don’t encourage you to fire your content team and replace it with AI, tools like Jasper can successfully
accelerate your content marketing efforts. It’ll help you write social media posts or give you a hand with
landing page copy when you lack inspiration
2 The new wave of influencer marketing
Influencer marketing used to be very straightforward. You find a profile with many followers, pay
them to promote your product and wait for the results.
It’s not that simple anymore. Social media users are well aware of influencer marketing and do not trust
that easy anymore anything they see in their feeds.
Becoming a social media influencer is now a way of life. To be a great influencer, you have to
know how to generate engagement and need a lot of expert knowledge.
3 Personalized marketing
Are you aware of how many ads you see on the Internet per day? There are too many brands fighting for
your attention, trying to sell you their latest product.
If you have a LinkedIn account, you probably get a lot of spam messages from salespeople trying to sell
you their products. Unfortunately, many of these messages are too generic and don’t address your
potential problems. On the other hand, social listening is an awesome way of jumping right into the
discussion. Find people talking about your brand, product, or market niche and really listen to what
problems they have. Social selling and conversational marketing can work miracles and, when done
right, have a strong potential to become viral.
4 Short-form video content
TikTok videos undoubtedly dominated as the most popular social media content type in the last year.
They were so successful that many other major social media platforms copied the style – in the past few
years, we’ve seen the rise of Instagram Reels (later copied to Facebook), YouTube Shorts, and even
Twitter tried their luck with Fleets (removed in 2021). One thing is certain – our attention span is getting
shorter. Of course, there are still a lot of captivating videos on YouTube, but short-form video format is a
completely different piece of content. You can just scroll TikTok on your way to work or before bedtime
as a time-filler.
5 Multi-channel social media marketing
Just a few years ago, you didn’t have to care much about other social media platforms than Facebook.
Everybody was there, and everything happened there. But not in 2023. Facebook is not yet shutting
down, but if you truly want to be a good social media marketer, you have a lot of other different
channels to maintain. The platform that has been getting the most attention lately is TikTok. It has
gained a lot of popularity in the past few years, and now the brands are seeing a lot of potential in
marketing on TikTok.The story of TikTok shows us that we must be prepared for any new platform
that may appear on the market. Young people (Gen Z and the next generation) are particularly likely
to jump ship to the new thing and never look back.
6 LinkedIn
Although LinkedIn is no spring chicken, its audience is growing year by year, and you can find a lot of
potential customers on this platform in 2023.
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 Number of LinkedIn members worldwide 2015-2021. Source: Finances Online.
Think of it that way – LinkedIn Premium is one of the most expensive social media subscription plans,
yet 39% of all LinkedIn users still decide to pay for it. That’s an impressive result!
The statistics speak for themselves. While preparing a marketing strategy for 2023, you cannot ignore
LinkedIn. It’s still relevant and a perfect place to start social selling.
7 SEO
The latest Google updates show us we are approaching the end of an era when it comes to
keyword-stuffing SEO. The AI algorithms in search engines are getting clever and can now clearly see if
the landing page or article was crafted by a real human who genuinely wants to help the reader or if it
was a work of old-fashioned SEO who just paraphrased some other content and added more keywords.
Google and other search engines promote sites that thoroughly answer users’ questions, not the ones that
have the most backlinks and the exact keyword in the meta title.
If you are still buying spammy links, stuff keywords, and using other black-hat SEO tactics, 2023 is the
time to stop.
8 Customer experience
Because we are increasingly moving to the digital world, the customer experience has become an even
more important part of business strategy. Now you can find reviews and opinions about almost
everything in a matter of seconds. If a company offers a bad customer experience, the word will
quickly spread out. Customers will quickly start to avoid their products and look for alternatives.
There’s just no excuse for poor customer service in 2023.Your digital marketing strategy should put
focus on giving the customers the best experience. Your webpage should be easy to use and fast. Do not
hide vital information from users. Work on clear site structure. Use chatbots or other solutions to make
customer contact easy. Improved customer experience will definitely be a huge digital marketing trend in
2023.
9 Ethics in digital marketing
Oh yes, in 2023, there’s no place for unethical marketing strategies. Conscious choices are trending.
Your potential and existing customers are now much more motivated by ethics and morality than ever
before. Consumers know about global warming and the impact of mindless capitalism on it.

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 That’s why you need to be honest in your communication. Don’t be afraid to lose customers if they are
not your main target. Sometimes it’s better to admit you are not the best choice for them and spare the
disappointment (and negative reviews). Users will appreciate your honesty and remember the good
advice. A tip for you: sustainability is a trending topic.
10 Inclusive marketing
With the rise of consciousness, there’s a much higher focus on inclusive marketing. Long gone are the
times when brands didn’t care about minorities in their marketing messages.
When crafting your marketing messaging, please think of inclusiveness. If you have a physical
store, adapt the space for people with disabilities.
Minorities are also your customers, so you cannot simply omit them in your marketing messages.
11 Google Analytics
If you are using Google Analytics, you will be making the switch to the newest version this year. Google
announced GA4 would fully replace Google Analytics Universal on July 1, 2023.You can try some
analytics alternatives. Most of them are, unfortunately, paid, but offer some additional features
unavailable in the Google tool.
12 Gen Z
Finally, people from Generation Z are becoming adults, and soon they will be the main target audience for
most sales. Gen Z online shopping behaviors differ from millennial’s and are definitely much more
contrasting with Gen X and Baby Boomers. Is your digital marketing strategy prepared for the new wave
of customers? I strongly suggest reevaluating your business strategy and thoroughly monitoring your
analytics tools to check the age of people visiting your website. If the audience gets older, then your
messaging is probably still on point. But if it gets younger, you need to educate yourself on Gen Z
shopping behaviors.

QUESTIONS -
10Marks
1. What is Digital Marketing? Explain the importance of Digital Marketing?
2. Explain the difference between Digital marketing and traditional marketing?
3. Define Online Marketplace Analysis and Environments as its core?
4. Explain the changing trends in the Digital Marketing era?
5. Write a note on different methods of digital marketing?
5Marks
1. What is Digital Marketing?
2. Give the meaning of Digital Marketing platforms?
3. Define Content Marketing?
4. Write a brief note on Email marketing?

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 UNIT 2
Website Planning and Creation

What
A website (also written as a web site) is a collection of web pages and related content that is
identified by a common domain name and published on at least one web server. Examples of
notable websites are Google, Facebook and Amazon.
All publicly accessible websites collectively constitute the World Wide Web. There are also private
websites that can only be accessed on a private network, such as a company's internal website for its
employees.
Websites are typically dedicated to a particular topic or purpose, such as news, education,
commerce, entertainment, or social networking. Hyperlinking between web pages guides the
navigation of the site, which often starts with a home page.
Users can access websites on a range of devices, including desktops, laptops, tablets, and
smartphones.

What are the objectives of website?

1) More Sales Your website should at least be generating sales and/or quality leads.
2) Higher Customer Service Think about how your website can offer or improve
customer service. For example, frequently asked questions and contact details.
3) Generate more leads and covert them While Ultimate goal from website design
might be to complete sales, gaining qualified leads might be
just as important. Potential customer traffic needs to be driven to website to get more leads to convert.

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4) Grow Awareness Non profit websites – aren’t selling a product, need to gain a
following who believes in their mission. Focus remains awareness around brand. Common
goal will be attract and engage people.
5) Operational Efficiency and Optimization Beneficial to the flow of information & tasks in
the customer journey & thus save money by reducing the overhead. For ex – Hr team can collect
data directly through websites
Now of course, in order to make our goals meaningful, they need to be measurable.

Components of Website
1. Navigation:
The navigation is one of most significant pieces of a site, as it causes clients to handily explore
the whole webpage and encourages web indexes to get a thought regarding the structure of the
site.
Complex navigation can without much of a stretch lead to bring down traffic and higher skip
rates. Navigation ought to incorporate every significant class and page. Dropdown menus can be
utilized and subcategories must be under classifications. Navigation is something that is shown
on each page and post of the site so it ought to be done cautiously.
2.Web Hosting :
Every site has a lot of records and envelopes in the backend that makes the site open to
everybody on the planet … also, those documents should be put away someplace for which web
facilitating is utilized. You have to have a trusted facilitating administration, as facilitating
influences site execution from various perspectives, and on the off chance that you are on shared
facilitating, you may encounter an overall stoppage, bringing about less client experience. Great
facilitating is significant for each site to run easily.
3. Call-to-Actions :
All sites have explicit objectives, for example, transforming guests into leads and tapping on
specific subjects that guests can fasten or whatever. That is the reason CTAs are utilized. For
sites that pay attention to changes, source of inspiration is one of the most significant pieces of a
site. Guests are told to make the move they need.
By and large, CTAs are outwardly unmistakable and plainly noticeable from every single other
piece of page. Ensure your CTA is huge enough on each kind of gadget and uses just plain
content, don’t convolute duplicating CTA. Instances of CTAs could be “Call us presently”,
“Join currently”, “Attempt it”, and so forth.
4. Title :
This is a significant point in any site. Features are a piece of viral promoting and assume a
significant mental job. A large portion of books distributed are appealing books. Book spread
intrigues the peruser and he purchases the book. Features resemble appealing book covers.
Most guests go through under 3 seconds on any site and if the title of the site is mistaken and not
completely lined up with the site, you may lose a lot of likely clients. Continuously keep the title

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basic and pointed. Utilize basic words and keep them as short as could reasonably be expected.
Studies show that page of any site is one of the most visited pages, in any case, nobody invests
energy in making a perfect format about page. You have to keep all pertinent components of your
site or business on your page and be alluring to clients. Clients love to find out about site they are
visiting and it makes an individual touch, which assists with expanding drawn-out relationship
with clients.
5. Content :
Presently, it relies upon what sort of site you have. Sites require unexpected substance in
comparison to administration or business sites, yet content is required for every site. Distribute
one of a kind and pertinent content? and spotlight on offering some benefit to your perusers.
Content advertising is at its pinnacle nowadays and can help a great deal over the long haul.
Google additionally loves sites with quality substance and you get high positions.
6.Visuals :
There are numerous perspectives on site like logo, pictures, and so on and illustrations assume a
significant job in making a decent by and large look on site. Scenes are handled quicker by
people, so it becomes worth spending on quality illustrations. Pictures of Big Hero additionally
make an extremely solid visual experience, which urges clients to look down and bigger pictures
are regularly utilized as a foundation. Likewise, ensure illustrations are upgraded for mobile
telephones … pictures that look great on work area may not look great on littler gadgets.
7. Mobile responsiveness :
These days, PCs and cell phones are similarly inescapable. Be that as it may, cell phones are
selling an ever-increasing number of workstations. So a piece of the site is the way clear it is in
its responsibility or mobile introduction.
Responsive locales naturally change in accordance with various screen sizes. Must be good with
little screen gadgets from features, text, pictures, CTIs, and so forth. Google likewise positions
sites dependent on their mobile components, so this is something you can’t disregard.
Along these lines, here are a few pieces of site that will assist you with accomplishing objectives
of site. On the off chance that you will build up your site for somebody, get some information
about these parts, and assess them dependent on their answers.

Website Creation
Web Creation is the process of creating websites. It encompasses several different aspects
including webpage layout, content production, and graphic design.
Websites are created using a markup language called HTML and CSS.
Most websites are created by using a coded language called Hypertext Markup Language
(HTML). In order for a website to be successfully displayed on the client browser, it needs to
follow the rules of this language. HTML tags identify the website’s content for every page.
Cascading Style Sheets (CSS) is then used to define the overall visual appearance of each page.
The result is based on the combination of these elements. Hand coding can be taxing for some
designers so some opt to use programs like Adobe Dream weave

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Elements of web creation

1. Layout - The layout of the website is how the material is displayed on a page. Choosing the
layout is an essential task for the designer. It should be simple, intuitive and accessible. Web
designers can use blank areas called white spaces to organize the elements of the site with
grid-based designs to keep them in order.
Designers can create specialized layouts for desktop screens and mobile devices. Mobile-friendly
websites are a necessity because many visitors access websites on their cellphones or tablets.
To ensure a website is ready for mobile visitors, the designer can use a responsive template that
adapts to different screen sizes or a mobile-only look that will activate when a non-desktop
device connects to the website. A consistent layout between supports contributes to the visitors'
trust.
2. Images - Images are illustrations, graphics, photographs, icons and others used to provide
supplementary information to the text. To create the effect desired, designers can pick images
that complement each other and the brand that the website represents.

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 3. Visual hierarchy - Visual hierarchy is the order in which the user will process the
information on the site. The designer creates it by applying a visual pattern to the website. The
visual pattern is the way the design directs visitors' eyes and behaviors.
For example, F-Patterns or Z-Patterns emphasize the top horizontal section of your site, where
most designers place navigation and the brand's logo and sometimes a search box. These are
elements that inspire user interaction and brand recognition.
4. Color scheme - The color scheme is a combination of colors that is in harmony with the
brand and industry it represents. To achieve this, they will pick a dominant color and a few
others to create a palette. A color palette can be monochromatic (different shades of the same
color), analogous (colors close to each other) or complementary. Designers also account for what
colors users are more likely to be attracted to.
5. Typography - The typography is the style or font of the written content. Web designers pick
one or a combination that is attractive and easy to read. To make the best choice, they should
choose a font that corresponds to the target audience. Some sites may be better in serif fonts
while others can use non-serif fonts, depending on the site's industry, purpose and typical user.
6. Readability - Readability is when the text of content is easy to see and read on a webpage.
The text on the website should be readable because visitors usually spend little time on it and
should find information quickly. The designers can achieve this by selecting an appropriate size
and pixel for the text. The contrast between the text and the site's background colors also
improves readability.
7. Navigation - The navigational elements are the tools allowing users to choose where they want
to go within a website. They may be present in the header, body and footer of the website,
depending on the site's layout and structure. These elements are essential as they direct visitors to
the information they want as quickly as possible Designers can choose a variety of navigation
designs and layouts, such as using a button that hides and reveal navigation menus. They can also
incorporate one-click arrows and other buttons that direct users back to the top of a page, to a
specific area of a page or another page entirely.
8.Content - Content is all of the information available on the website. It is a pivotal element
because visitors want to get information quickly. When the website communicates clearly and
grabs the readers' attention, it is more likely to convert them into consumers. The designer can
achieve this by using the appropriate tone and provide the right information on the entire
website, including the "About" and "Contact" pages.

What is the use of web design?

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Web design is used to achieve various tasks and goals, including:
● Search engine optimization: Search engine optimization (SEO) is a method for improving
the chances for a website to be found by search engines. Web design codes information in a way
that search engines can read it. It can boost business because the site shows up on the top search
result pages, helping people to find it.
● Customer satisfaction: A professional web design impacts clients' satisfaction positively as it
provides them the information they are looking for quickly. It helps the company build a positive
relationship with the visitors by ensuring the navigation on its website is easy to understand,
predictable and consistent.
● Mobile responsiveness: Mobile responsiveness is the feature of a website that allows it to
display on a mobile device and adapt its layout and proportions to be legible. Web design
ensures sites are easy to view and navigate from mobile devices. When a website is
well-designed and mobile-responsive, customers can reach the business with ease.
● Consistent branding: Branding refers to the promotion of a product with a unique design.
Web design helps companies build or maintain a clear brand for their business. When a
website expresses a business's brand consistently, it makes it easier to navigate and helps
customers more clearly identify the visual elements of a brand as a specific company and its
products or services.
● Technical efficiency: This term refers to how productive a website can be in making a
comfortable experience on a website. Designers can achieve this with clean coding that allows
for quick loading times, functioning links and dynamic images and graphics. Web design
services also fix those eventual glitches when they occur.
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● User experience optimization: Web designers run reports to understand the way people are
interacting with a website all over the world. They determine which pages have more or less
traffic and adapt the web design to optimize the user experience.
● Conversion: Conversion happens when a visitor completes a desired action on the website.
Attractive web design encourages visitors to stay long enough to be converted into consumers.
They will click on a call-to-action button, exchange valuable information and subscribe or buy a
product.
● Improved sales: Increasing the number of items sold or acquiring more active customers are
objectives of a compelling website. As web design reaches targeted customers and search
engines, it helps the business make conversions on their site and improve its sales.

The Elements of Design

There are a variety of graphicdesign elements to consider when creating any visual work of art,
whether it be for interior design, a logo, an advertisement, or web design. The basic elements of
design are:
1.Color: Color helps establish a mood for your composition. When light waves strike an object
and reflect back to the optic nerve in a human’s eyes, the sensation they perceive is called color.
Artists and designers use color to depict and describe the subject. Color is used by designers to
portray mood, light, depth, and point of view. Designers use the color wheel and the tenets of
color theory—a set of guidelines for mixing, combining, and manipulating colors—to create
color schemes.
2.Line: Line refers to the way that two points in space are connected. Whether they’re
horizontal lines, diagonal lines, or vertical lines, lines can help direct the eye toward a certain
point in your composition. You can also create texture by incorporating different types of lines
such as curved or patterned lines instead of just straight lines.
3.Value: In design, value refers to the lightness or darkness of a color. The values of a color are
often visualized in a gradient, which displays a series of variations on one hue, arranged from the
lightest to the darkest. Artists can use the various values of color to create the illusion of
mass and volume in their work.
4. Space: Making proper use of space can help others view your design as you intended. White
space or negative space is the space between or around the focal point of an image. Positive
space is the space that your subject matter takes up in your composition. The spacing of your
design is important because a layout that’s too crowded can overwhelm the viewer’s eye.
5. Shape: In its most basic form, a shape is a two-dimensional area that is surrounded by an
outline. Graphic artists can use other elements including line, color, value, and shadow to give a
shape the appearance of a three-dimensional shape. There are three types of shapes: organic
shapes which occur naturally in the world, geometric shapes which are angular and
mathematically consistent, and abstract shapes that represent things in nature but aren’t perfectly
representative.
6. Form: Form pertains to the way that a shape or physical configuration occupies space.
Instead of creating form through three-dimensional physical shape, designers create the
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appearance of form on a flat surface by using light, shadow, the appearance of an object’s
contours, negative space, and the surrounding objects around the subject matter.
7. Texture: Texture is one of the elements of design that is used to represent how an object
appears or feels. Tactile texture is a physical sense of touch, whether it’s rough, smooth, or
ribbed. Visual texture, on the other hand, refers to the imagined feel of the illustrated texture,
which can create more visual interest and a heightened sensory experience.

Types of Content in Website1.

1. Record Video
● Video clips of your staff, business, processes and more, demonstrate the experience of
being in your business via a video clip shared on YouTube.
● Get a tripod for your phone or camera
● Hire a time-lapse photographer
2. Audio
● Audio (can be captured as video) explaining your business, benefits of working with you, what
makes your business special for the client
● There are audio recording apps for phones or you can get a dedicated recorder
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 3. Points of difference
● Clear list of benefits and reasons that you are awesome, what makes your business
special, why would someone choose you instead of your competitors?
4. Customer Complaints
● List complaints that clients have (maybe complaints about competitors or similar
products or services) which you seek to solve for them or avoid
● How do you address these complaints, what do you do to allay their fear of loss.
5. Buyers remorse
● What do you do, say, give or fix to reduce the likelihood of ‘buyers remorse’ after a
transaction is completed?
6. A day in the life of
● Tell a story of a day in the life of a potential customer that visits your business, gets a
quote, goes ahead with a purchase
● Write it out and sketch some diagrams
● Or capture the process as audio or video and we can transcribe it later.
7. Photos
●Professional quality photos, of your team, product, places, customers, location,
experience, service and anything else relevant.
●If you don’t have the skills and equipment then hire a professional photographer
8. Presentation files
● PowerPoint presentations that you show clients which explain features, products,
benefits, criteria, examples and styles.
9. Fact sheets
● Fact sheets about products and services with tables and data with in depth information
10. FAQs
● Question and Answers your clients need
● Frequently Asked Questions (FAQ)
11. Graphics
● Graphics that you want to use that you have made or that have been created in the past that
show an aspect of your business, product or service.
12. Requirements list
● List of conditions your clients must meet or requirements and recommendations
● It could be a prerequisite for visiting your office for a quote.

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Installing and Activating Plugins

1. Go to “Plugins” in your WordPress dashboard

Start by going to your admin panel – http://your-domain.com/wp-admin/ and click on “Plugins”
in the sidebar menu:

2. Click on “Add New”

You can find the “Add New” button near the top of the page:

3. Find your plugin via search

What you’ll see next is a page that shows you a short list of featured/recommended plugins, and
a handy search field on the right – this is the one we’re going to use.
Input the name of the plugin that you want to install in that search field. In my case, I’m going to
demonstrate how to install our Revive Old Post plugin:

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Now, the great thing here is that you don’t even need to input the plugin’s whole name. For
example, I’m just going to use “revive” and press the enter key on my keyboard.
4. Install your plugin
Once you see the plugin you’re looking for on the list, all you need to do now is click on the
“Install Now” button. When you do that, WordPress is going to fetch the plugin and have it
installed on your site. It works much like installing a new app on your phone.

5. Activate the plugin

There’s one final step. When the installation is complete, click on the “Activate Plugin” link that
has just appeared:

It’s done! The plugin has been activated, and WordPress will let you know about this
fact through a small note at the top of the page:

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How to install a premium / paid WordPress plugin
The process of how to install a WordPress plugin that’s premium or paid is a bit different.
Purely because premium plugins are not available in the official plugin directory – the one you
can access via the search option in your wp-admin panel.
1. Get the plugin archive
The first thing you need to do is somehow obtain the plugin itself. This step you need to handle
on your own. Most commonly, this involves going to a marketplace or a plugin store, and buying
a copy of the plugin from there.
Long story short, as a result of your purchase you should have the installable plugin file saved as
a ZIP archive. Like so:

I for example, have our own Feedzy plugin to experiment with here.
2. Go to “Plugins” in your WordPress dashboard
Once you have your ZIP file, go back to your WordPress wp-admin panel, click on “Plugins” in
the sidebar menu, and then on the “Add New” button:

3. Upload your plugin archive

From there, click on the “Upload Plugin” button visible at the top:

20
On the next screen, you will be able to upload your plugin’s ZIP file straight to your
WordPress. Just select the ZIP from your desktop and confirm the upload by clicking on “Install
Now.”
4. Activate the plugin
When WordPress finishes doing its magic, you’ll only need to activate the plugin:

After doing so, the plugin is online and you can start using it.

Questions-
10 Marks
1. What do you mean by website? Explain its objectives?
2. Explain the components of Website?
3. Explain the Elements and Uses of Website Creation?
4. Briefly explain the incorporation of design and adding content?
5. Write a brief note on Installing and Activating Plugins?
5 Marks
1. What is Meant by website?
2. What do you mean by Website Creation?

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 UNIT -3
Search Engine Optimization (SEO)

Meaning of SEO
SEO stands for “search engine optimization.” In simple terms, it means the process of improving
your site to increase its visibility when people search for products or services related to your
business in Google, Bing, and other search engines. The better visibility your pages have in
search results, the more likely you are to garner attention and attract prospective and existing
customers to your business.

History and Growth

Not many people know this, but the notion of SEO dates right the way back to 1945, well sort of.
In July 1945, Dr. Vannevar Bush, the (back then) director of the Office of Scientific Research
and Development, published an article in The Atlantic proposing the compilation of a ‘collection
of data and observations, the extraction of parallel material from the existing record, and the final
insertion of new material into the general body of the common record’. In essence, an analogue
version of Google. Although there’s no concrete evidence that Dr. Bush’s article went onto
spawn the search engine, it could well have been a seed planted in the minds of the tech heads of
the early 90s…
1991 - Tim Berners-Lee launched the world's first ever website.
1994 - SEO wasn't quite a thing, as it were, by this time; however,Eric Ward publicised the
notion of looking for people you want to link to based on relevancy and connection. A big part of
Google's ranking factor, even today.
1998 - Google launched in September of this year and changed the face of the web forever.
2003: Talking again of blackhat SEO tactics: over the years online marketers learned that
'stuffing' their web pages full of relevant keywords to rank well on Google, so the search engine
fought back with its first major Google algorithm. Bestowed with the name FLORIDA, this
development prevented the adoption of blackhat tactics and enhanced the user experience
ten-fold.
2005: Search engines, chiefly Google, continued to evolve, and this year, the search engine
launched its “rel=nofollow” attribute, a page level meta tag that stops page rank and authority
from being passed on. This helped webmasters to clean up poor quality links that had been put in
place to manipulate search engine rankings. Later in the same year, the Jagger and Big Daddy
algorithms were launched to tackle link farming and other black hat SEO tactics.
2008: Google released something known as the Suggestion Box. This service gave SEOs the
power to gain further insights into how users surf the web and interact with certain pages,
shifting the focus onto the consumer.

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 2011: Google algorithm Panda 1.0 was released to the digital world affecting over 12% of search
engine rankings. The search engine started to focus a lot more effort on site content, and sites
with weak, poor quality or irrelevant content took a real hit
2012: The Google Penguin update was released targeting websites that violated Google's
Webmaster Guidelines. In particularly websites that were buying links or obtaining them through
link networks designed primarily to boost Google rankings.
2013: Google evolved to reward websites that placed their efforts into engaging users by
answering their questions with rich, information and original content. Inbound marketing became
the order of the day, resulting in a stronger focus on blog posts and social media marketing,
among other disciplines.
2015: Google introduced a sophisticated machine called RankBrain in a bid to deliver even
smarter, more targeting search results. Did you know? As a machine learning technology,
RankBrain learns like a human does. In fact, an experiment conducted by Google, in which
Google's search engineers went head-to-head with RankBrain in a test, showed that RankBrain
scored 80%, beating its human counterparts by 10%. Mind Blowing stuff, to say the least.
2016: Google's Head of Search, Andrey Lipattsev, confirmed that the search engine's three most
vital ranking factors are: links, content, and RankBrain.

Why Is SEO Important?

SEO is important for brands as it’s a highly effective way to improve your brand’s visibility
through search, drive more traffic to your website, establish your brand as a trusted authority in
your industry, sustainably and reliably grow your business, and much more. Here’s how each of
these factors contributes to the importance of SEO for your brand.

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 Visibility and Rankings - When searching for a service or product online, users are
more likely to choose one of the top five suggestions that the search engine shows them.
SEO helps you rank higher in search results and garner more visibility online, making
potential customers more likely to click over to your site and convert.

 Web Traffic - To put it simply—if potential customers can’t find your website, you miss
out on sales opportunities. SEO increases your organic search engine traffic, in turn
increasing the number of visitors your website sees each day. This directly correlates to
an increase in sales—because the more relevant people see your site, the more likely you
are to sell to them.

 Trustworthy - The better optimized your site is, the higher you’ll appear on search
engines like Google and Bing. While ranking higher on Google is appealing to all brands
because of increased visibility, a secondary benefit is the trust you gain with potential
customers. Users tend to defer to the recommendations that a search engine generates, so
having a higher position for the keywords a user is searching for will, in turn, solidify
your product or service as trustworthy in the user’s mind.

 User Experience - A well-optimized website clearly communicates what product or

service is being offered, shows how to obtain it, and answers any questions surrounding
it. User experience is a major ranking factor for Google. This means that by catering the
site to appeal to search engines like Google and Bing, you’re also catering it to the user’s
experience. This means both search engines and users are able to easily get the
information they need. On the other hand, if a user struggles to navigate your site,
chances are that search engines will as well.

 Growth- There’s no doubt about it—SEO carries a lot of importance for the growth
of your brand. As we mentioned above, the higher you rank on a search engine for a
variety of high-volume keywords, the more organic (aka non-paid) web traffic your
site will receive. It’s as simple as that.

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 Benefits of SEO –

1. SEO Increases Organic Discovery & High-Quality Website Traffic

Organic visibility, leading to increased website traffic, is a monumental benefit of SEO. Search
engine optimization is hyper-targeted and customer-centric. An effective SEO strategy will help
deliver your web pages to a relevant audience via pertinent search queries.
2. SEO Offers Impressive ROI
When evaluating digital marketing channels, return on investment (ROI) is often a priority
consideration, if not the most important. While SEO results take time, a high-quality strategy
eventually delivers impressive ROI.
Search engine leads offer a close rate of 14.6%, nearly 12% greater than traditional marketing –
however, if your website ranks at the bottom of page two, three, four, or not at all, leads will
likely be non-existent. On the other hand, the first Google listing receives 33% of all search
traffic. Search engine visibility directly correlates to boosted web traffic and increased revenue,
making ROI one of the most significant SEO benefits for many companies.
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3. SEO Improves Credibility & Trust
Ranking on the first page of Google boosts credibility among potential clients. Google ranks
websites based on dozens of on-page and off-page signals, such as created content, website
speed, and mobile usability. While the majority of consumers probably do not consider these
signals, users do expect Google to deliver relevant, valuable content first. Most trust the
algorithm implicitly, and 75% of users do not move on to page two.
Trust is developed on search engine authority and a high-quality product or service that builds
credibility among visitors.
4. SEO Provides 24/7 Promotion
Search engine optimization efforts do not stop after work hours. Content does not disappear after
a budget runs out, such as with paid advertising. Rankings achieved through SEO promote your
website 24/7, taking absolute advantage of the (at least) 60,000 Google searches occurring every
second. Once more, SEO is unique because it allows your company to reach users while they’re
searching for you – not on a billboard spotted on the way out of town.
5. SEO Targets the Entire Marketing Funnel
Content marketing, driven by SEO, includes a variety of content types targeting every stage of
the marketing funnel. While a top-of-the-funnel or middle-of-the-funnel blog post won’t convert
initially, content such as this builds brand loyalty and awareness – traits that lead to conversions.
6. SEO Reaches Your Entire Target Audience
SEO is not only for organizations with a single target audience. Search engine optimization is
equally effective for companies targeting various audiences, perhaps with the same service.
For example, a pool installation company may service homeowners and commercial customers,
two separate audiences. SEO allows organizations to reach each audience via intent-driven
keyword research. To reach both audiences, separate service pages could be created, one
targeting the keyword phrase “residential pool installation services” and the other targeting
“commercial pool installation services."
7. SEO Optimizes User Experience
User experience is a critical component of SEO and a significant Google ranking factor. Search
Engine Journal explains, “Google has learned how to interpret a favorable or unfavorable user
experience, and a positive user experience has become a pivotal element to a website’s success.”
A Google user expects to have his or her query answered in moments. A visitor who clicks into a
website and is met with a poor user experience – such as mobile incompatibility or a barrage of
popups – will likely leave within seconds. High bounce rates tell Google that the web page is not
valuable for the user, often resulting in lower rankings.
8. SEO Enhances PPC Success
Paid search engine advertising (PPC) and SEO work well together. Website rankings at the top of
paid search results and among first-page organic rankings provide consumers additional
opportunities to visit your website and bolster brand credibility. Additionally, SEO data can be
utilized to inform and optimize your PPC strategy.

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 9. SEO is a Long-Term Marketing Strategy
While quality SEO often delivers significant business impact with the first year, SEO efforts will
compound over time, leading to increased results for several years. In fact, the magnitude of SEO
results and ROI correspond to the budget, effort, and time committed to it. If an SEO company
promises instantaneous results, be wary.
Implementing thoughtful SEO strategy – such as content creation and on-page optimization –
and mastering Google’s algorithm take dedicated time. To see the best results of incorporating
SEO into your digital marketing strategy, be prepared to view SEO as an investment with
remarkable long-term return.
10. SEO is Key to Search Visibility
We live in an undeniably digital era. Organizations intent on creating an influential brand presence
should be visible on the web. However, if you’re not on page one, you’re likely not winning clicks
or promoting your brand to anyone. Today, search engine optimization is critical to a thriving
brand identity.

Types of SEO in Digital Marketing

Type Short Description
On-Page All the measures you take to make your web page rank higher on search engine
SEO results pages (SERP) falls under On-Page SEO.

Off-Page This refers to everything you do outside of your site to fare better and feature
SEO higher up in Google’s SERPs.

Technical It is largely to help Google bots successfully crawl, interpret and index all the
SEO pages of your site for future use.

White Hat Refers to all the optimization techniques which abides by Google’s Search
SEO Engine Guidelines.

This is the exact opposite of white-hat SEO in that it finds and takes advantage
Black Hat of any loopholes or weaknesses in Google’s search algorithm to rank better on
SEO its SERPs.

Grey Hat It is often used by SEO agencies due to pressure to see quick results from a
SEO client and fall in between white and black hat SEO in terms of approach.

Negative This is done with the intention of making your competitor’s search rankings
SEO suffer so that you yourself can take their place or benefit from it.

Benefits of Search Engine Operations

1. It Boosts Your Credibility

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A site that ranks high on search engine results pages is typically considered high-quality and
trustworthy by search engines, and this, in turn, boosts the credibility of your business. Spend
time improving and adding content to your site, increasing your site speed and researching
keywords to help your site rank even higher.
2. It Doesn't Have To Cost You Anything
Apart from time if you handle it yourself, SEO does not cost anything like other marketing
strategies such as pay-per-click. Search engines crawl your site 24/7, promoting useful content
and helping you find new customers organically. To make the most of your SEO efforts, allocate
some of your time to reviewing the content on higher ranking sites within your niche, and aim to
write content that's better than theirs. Then, share your content on your social platforms.
3. It Supports Content Marketing
Original content and SEO work hand in hand; by creating helpful content for visitors,
including text, images and videos, your site will rank better in search results. But SEO can
support your content marketing efforts too. Make sure that your content is high quality and
optimized for keywords you want to rank for, and since search engines like freshness,
update your content regularly.
4. It Maximizes PPC Campaigns
Unpaid (SEO) and paid marketing strategies (PPC) work fantastically well together. PPC helps
your site appear at the top of paid search results, while SEO does the same thing organically.
Having both results appear at the top of the search engine results page boosts your brand's
credibility and shows that you are not merely throwing money at advertising to be on top. You
can use SEO to maximize your PPC campaigns— for example, a high-ranking page may do
even better if you use it as part of PPC advertising, especially if the keyword has a low cost-
per-click.
5. It Gives You A Competitive Advantage
Your competitors will likely be investing in SEO, which means you should too. Those who
invest heavily in SEO often outrank the competition in search engine results and gain market
share. If you consider that results on the first page of a Google search get over 90% of tra ffic,
you cannot afford not to be there, especially if your competitors are. Start by identifying your
competitors, analyzing their strengths and weaknesses, and creating and managing your online
reputation. Then, ensure that your site loads fast and is mobile-friendly, make the best content
possible, and focus on providing the best user experience.
6. It Can Help You Reach More People
While many marketing campaigns tend to focus on a defined target audience, SEO can help you
attract anyone with intent at a given point in time, no matter what stage of the buying funnel they
are in. If you target keywords rather than demographics as you might with PPC or social
advertising, you can attract more prospects who may be interested in doing business with you.
Create a list of keywords you would like to rank for. Then, use keyword research tools to expand
it. Finally, use competitive research to refine your list by identifying who your competitors are,
what keywords they are ranking for and where they have backlinks, and use this information to
create a better SEO strategy.
7. It Helps You Rank Better In Local Searches
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 Local searches such as "plumbers near me" are becoming more common. And nearly 80% of
local searches on mobile lead to conversions. Local SEO strategies can help you attract these
searchers who are often ready to buy. The first step to getting started with local SEO strategies is
creating a Google My Business account. Then, start requesting reviews from your clients.
Optimize your listings by ensuring that you have the correct name, address and phone number.
Also be sure to optimize your listing for voice search, which means writing rich, compelling
content in a conversational tone that answers most common queries and provides solutions to
searchers' problems. Some other steps include carefully considering your local keywords and
creating listings in local business directories.
8. It Improves Website Usability
SEO is about making your site search engine-friendly, but it also can improve the experience a
customer has when visiting your website. If you put the work in to generate useful and
high-quality content, make your site faster and more responsive, add backlinks and enhance
every page, you typically get an excellent website in addition to one that's optimized for search
engines. Factors that improve usability include a robust site structure and navigation, both of
which are factors in how search engines rank a site.
9. You Get Quantifiable Results
With SEO, you can track changes in rankings, conversions and website traffic. Platforms like
Google Analytics provide a comprehensive suite of information, allowing you to drill down to an
incredibly granular level. For example, you can see every website user's buying journey —
including the pages they engaged with, the keywords they used to search and whether they
completed specific actions. You can use these insights to adjust and improve your SEO strategy.
10. It Improves User Engagement Rates
An optimized site brings in quality traffic. If you have a site with useful content that matches
the searcher's intent, they will likely spend more time browsing, which ultimately can lead to
more conversions and increased ROI. Customers who engage longer with a website tend to
connect to the brand more — this can lead to customer advocacy and long-term revenue. To
improve your user engagement rate, use one of the many online tools to audit your site, and
then optimize things like your title and meta tags. Also, ensure that you're providing a safe and
mobile

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Off-Page SEO
Off-page SEO refers to everything you do outside of your site to fare better and feature higher up
in Google’s SERPs. It includes working on external ranking factors like building links from
trusted sites in the same domain as you, successful social media marketing, having customers
give you a positive review on various online forums, etc. If you want to know more about it, you
can read our detailed post on off-page SEO techniques.
Off-page SEO is another type of SEO that carries a lot of weight in determining your website’s
ranking. Off-page SEO is every SEO activity you carry outside of your website. This can include
obtaining backlinks from authoritative websites in your domain, social media advertising,
reviews, and much more.
The most important activity in off-page SEO optimization is link building and obtaining
backlinks. Link building is a process that involves getting links for your website on other
relevant websites to display your content’s value and authority to the search engines.
Getting backlinks for your website from authoritative websites in your domain is a great
indicator of the value of your content’s quality, authority, and relevance for search
engine
algorithms. While it may be difficult to measure the exact impact of one backlink, getting one
from an authoritative website can significantly boost your rankings and domain authority.
Another factor in off-page SEO is social media. Social media channels can help in improving
your traffic. If there is a good amount of chatter on social media channels such as Twitter,
LinkedIn, Facebook, etc., about your website or its content, search engines make it easier to find
your website. Having content that is shared a lot on social media or generates conversation can
bring you a lot of organic traffic, which boosts your website’s SEO.

Google Adwords
Google AdWords is a pay-per-click advertising platform developed by Google. Advertisers
create and display ads on the Google search engine and other websites within the Google
Network, with the aim of reaching potential customers who are searching for products or
services related to their business. The ads appear as sponsored results in search results or as
display ads on websites within the Google Network. Advertisers bid on keywords relevant to
their products or services and are charged each time someone clicks on their ad. This

30
cost-per-click model makes it possible for businesses of all sizes to use AdWords effectively, and
the platform provides detailed performance reporting to help advertisers track the success of their
campaigns and make adjustments as needed.

Benefits -
1. Increased visibility and brand awareness: AdWords allows businesses to show their
ads to a large number of people who are searching for relevant products or services.
2. Targeted advertising: AdWords allows advertisers to target specific demographics,
locations, and devices to ensure their ads are reaching the right audience.
3. Measurable results: AdWords provides detailed reports on ad performance, allowing
advertisers to see which ads are working and adjust their campaigns accordingly.
4. Cost-effective: AdWords operates on a pay-per-click model, so advertisers only pay
when someone clicks on their ad. This makes it a cost-effective way to reach potential customers.
5. Flexibility: AdWords offers a range of ad formats, including text, image, and video, and
allows advertisers to set a budget and bid for ad placement. This flexibility makes it possible for
businesses of all sizes to use AdWords effectively.

Search Engine Marketing

Here is a summary of Search Engine Marketing (SEM):
1. Definition: SEM is a form of digital marketing that involves promoting a website or
product through paid advertising on search engine results pages (SERPs).
2. Goal: The goal of SEM is to increase visibility and drive traffic to a website by placing
ads in front of potential customers who are searching for products or services related to a
business.
3. CPC model: Advertisers bid on keywords related to their products or services, and are
charged each time someone clicks on their ad.
4. Complements other forms of digital marketing: SEM can complement other forms of
digital marketing, such as search engine optimization (SEO), to drive traffic and increase
visibility.
5. Cost-effective: The cost-per-click (CPC) model makes SEM a cost-effective way for
businesses to reach their target audience.
Note: SEM is a powerful tool for businesses looking to reach potential customers and increase
their online visibility, but it's important to use it effectively to maximize the benefits. This can
include regularly monitoring performance, testing different ad formats and targeting options, and
making adjustments as needed to ensure your advertising budget is being used effectively.

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 Trends of SEO

Here are some of the current and emerging trends in search engine optimization (SEO):
1. Voice search optimization: With the growing popularity of voice-activated devices like
smart speakers, optimizing for voice search is becoming increasingly important.

2. Mobile-first indexing: With more people accessing the internet from mobile devices,
search engines are increasingly prioritizing websites that are optimized for mobile.
3. Local search optimization: Local search optimization is becoming increasingly
important as more people use search engines to find local businesses and services.
4. Artificial intelligence and machine learning: Artificial intelligence and machine
learning are playing an increasingly important role in search engine algorithms, and are
likely to continue to shape the future of SEO.
5. Content personalization: Personalized content is becoming increasingly important as
search engines seek to provide the most relevant results for each individual searcher.
6. Structured data and schema markup: Adding structured data and schema markup to
your website can help search engines understand the content on your pages and provide
more relevant results.
7. User experience (UX): The user experience of your website is becoming increasingly
important, and factors such as site speed, ease of navigation, and accessibility are all
playing a role in search engine rankings.
Note: SEO is a dynamic and constantly evolving field, and it's important to stay up to date on the
latest trends and best practices to ensure that your website remains visible and relevant in search
results.
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 Campaign creation process
The campaign creation process involves the following steps:
1. Define your goals: Establish the specific, measurable, and achievable objectives for your
campaign.
2. Conduct market research: Gather information about your target audience, competition,
and industry trends to inform your campaign strategy.
3. Identify your target audience: Determine who you want to reach with your campaign,
taking into consideration factors such as demographics, interests, and behavior.
4. Develop your message: Create a compelling and relevant message that resonates with
your target audience and supports your campaign goals.
5. Choose your channels: Decide which channels you will use to reach your target
audience, such as email, social media, print advertising, or events.
6. Determine your budget: Set a budget for your campaign and allocate it to each channel.
7. Create your content: Develop the materials you will use in your campaign, such as
emails, ads, or posters.
8. Schedule your campaign: Plan the timing and sequence of your campaign, taking into
consideration any events, holidays, or other relevant factors.
9. Launch your campaign: Execute your campaign according to your plan and track its
performance using metrics such as conversions, engagement, or ROI.
10. Evaluate and optimize: Continuously monitor and analyze your campaign's results and make
changes to improve its performance.

Note: The campaign creation process may vary based on the type of campaign, industry, and
goals, but these steps provide a general overview of the process.

Digital marketing campaign creation process

Step 1: Set your marketing goals
The first thing you need to do is figure out why you’re running a digital marketing campaign in
the first place. The options are nearly endless, but if you try and pursue too many goals at once
you’re not going to achieve any of them. For example, do you want to improve your
conversions, grow your email list, improve your traffic, rank for more keywords, get more
followers?
There are a handful of different types of goals, brand awareness, increase in sales, lead
generation, and social follower growth. Some of these goal types are easier to quantify than
others.

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 Example of Digital Marketing Goals (source: CMI)
For example, it’s much easier to see if your email list has new subscribers than to see if more
people are aware of your brand. However, you’ll want to try to ground these goals with data as
much as possible.
Here are some examples of attainable goals:
● Improve brand awareness by getting 5 mentions from major news outlets/websites
● Increase search engine traffic by 5,000 visitors per month in 45-days
● Double social media followers to 10k by the end of 2020
● Improve sales by 200% by adding an abandoned cart sequence to our eCommerce
store
● Add 500 new qualified email subscribers in 30 day

Each goal you set will have a plan of action. For instance, if your goal is to increase
organic traffic, then this will include evaluating your existing content, doing keyword research,
updating older content, writing new posts, and even doing backlink outreach and promoting your
content across social media.
You can run as many online marketing campaigns as you want. Overall, you’ll want to create a
specific measurable outcome for every campaign you run.
This allows you to dig into your data to see what’s working, so you can refine your digital
marketing strategy moving forward.

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 Step 2: Identify your target market
Do you know your audience? Before you start a marketing campaign you’ll need to define the
exact audience you’re going to target.
If you don’t know this exact person yet, then you’ll need to spend some time thinking about and

researching who this person is.

How to Define Your Target
Market
One of the best ways to do this is to create what’s called a buyer or customer persona. This is a
description of your ideal customer, and will include information like:
● What they do for a living
● How much money do they earn
● What their family situation is like
● Their age
● Any hobbies they have
When creating an ideal customer persona you should also include:
● What other types of websites do they visit online
● The goals they have when visiting your site
● Any fears or desires they have
If you’ve never done this exercise before, you can actually pull information about your target
market from existing data.
One of the best sources of this will be Google Analytics. If your website has been getting traffic,
then you can pour through your data to pull out information like:
● Age
● Gender
● Where they’re from
● How they navigate your website
● The types of content they value the most

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All of this should be combined into a document or user profile, you can even include images, so
anyone working on the campaign can visualize this person.
If you have multiple different audience segments, then you’ll want to do this process multiple
times and create customer avatars for each segment of your audience or market you’re targeting.
Step 3. Carry out a keyword and topic research
By now you should have a clear idea of your ideal result and you’ll have a detailed view of the
type of people you want to target.
By uncovering the right keywords you’ll know exactly what potential readers and customers are
typing into Google to answer their questions, or find the products and services you offer.

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Topic Research using SEMRUSH
Regardless of the channel, you should do keyword research to uncover topics and keywords that
your readers want to hear about.
No matter if you’re creating an SEO, PPC, email, Facebook, or an entirely different campaign,
keyword research can help to move you in the right direction.
The goal of keyword research is to put yourself in your customer’s shoes and think about the
kinds of keywords they’ll be typing into Google (or another platform) when searching for your
products and services.
Spend time brainstorming keywords that fit this description and then run these keywords through
keyword tools to find SEO keywords and phrases that have decent volume and not much
competition.
Other ways to brainstorm keywords:
● Search for your market on Quora to find questions related to your niche
● Use a tool like Answer the Public to find question-based keywords
● Use Google Keyword Planner to find out the exact search terms types by users on
Google search.
Once you have your initial list you can use these seed keywords and run them through a tool like
SEMRush for detailed keyword analysis.
PPC keyword research
If you’re going to be running a paid advertising campaign your keyword search will be a little
different. You’ll also have to compare the cost per click of each keyword and group these
keywords into different groups.

PPC Keyword Research

When you run PPC ads you pay whenever a visitor clicks on your ad and visits your website. So,
your goal is to keep your cost per click (CPC) low, while still reaching a solid volume of people.

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Once you’ve found the keywords you want to target for your PPC ads, you’ll use these to help
create your ads. For example, you can include your target keywords in your headline and body
copy.
Step 4: Do market research and competitor analysis
With an understanding of your customer, you’ll also need to figure out where they hang out
online and what your competitors are doing.
This will help you better plan a campaign and give yourself the best chance of your campaign
succeeding.
You can also model your campaigns off of what has been successful for your competitors. This
allows you to shortcut the process and give yourself a greater chance of your campaign
succeeding.
Here are a few questions to ask when researching your competitors:
● What kind of products are they promoting/what’s selling well?
● What kind of content is working well for my competitors?
● What popular products and services are being sold in my market?
You can also use tools like Buzzsumo, and even a simple Google search to find content that’s
incredibly popular in your space. It can be helpful to study content that’s been incredibly popular
since it’s tapping a deep need in your niche and successfully speaking to a large portion of your
market.
If you’re going to be running a Facebook ad campaign there’s a tool you can use called Facebook
Library Ads which allows you to search through ads related to your niche that have been
successful in the past.

Use the Facebook Ads Library to Learn More About Your Competitor’s Tactics
Step 5: Choose your delivery channels and set your budgets
As you start to execute digital marketing campaigns you’ll probably create campaigns across a
wide range of digital channels. However, when you’re first starting you’ll want to focus on only
one or two channels.

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For example, you have Facebook, Instagram, LinkedIn, and Pinterest in the social media space.
You have Google ads, content marketing, onsite and offsite SEO, email marketing, and a lot
more.
Chances are you’re going to be using a combination of different channels. But, you’ll have one
main channel that ties into your goal.
If your goal is to increase your email subscribers by 500 in 30 days there are all kinds of tactics
you can employ the achieve that goal:
● Test different email opt-in form copy and placement, including pop-ups
● Optimize your existing content and create new content focused on pushing people
to your list
● Create value-add email newsletters that encourage readers to forward to a friend
● Guest blog on popular sites in your niche with links back to an opt-in page
● Share the link to an email subscriber page on your social media profiles
As you can see there are a lot of different overlapping channels you can utilize to help you
achieve your main goal of growing your email list.
Before you start creating your campaigns you’ll want to define the channels you’re going to
utilize.

Digital Marketing Channels

For any digital marketing campaign you’re running you need to come up with a budget. Digital
advertising is the cheapest form of advertising, but you’ll still need to set aside a budget.
Even running organic campaigns will require an investment of time or money. For example, you
can do keyword research, write your content, and do backlink outreach yourself, or you can pay
someone else to do it for you.
Other forms of digital advertising will cost right from the start, like paid advertising.
Your budget needs to take into account anything you’ll be spending within your company, plus
costs to any external companies or contractors you’ll be using to create creative materials, or
even manage your campaigns for you.

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Step 6. Create your content assets
Depending on the campaign you’re running, there are different content assets you’ll need to
create.

Content Types
Here are a few examples:
● If your goal is to grow your organic search engine traffic, then you’ll have to create
a series of blog posts.
● If you’re going to be running Facebook or Instagram ads, then you’ll need to create
all of your ad creative materials and landing pages you’ll be sending traffic to
● If you’re executing a video marketing campaign, then you’ll need to create, edit,
and publish a series of videos
All of the previous steps will help you create content assets that will serve the campaign goal you
decided on early on.
Some content assets, like blog posts, and videos will be relatively static once you create them.
However, you’ll be more creative with how you choose to promote and will refine your strategy
based on which promotion tactics get you closer to your goal.
However, if you’re running a digital advertising campaign, your content assets will evolve based
on the data. Maybe you’ve found that a certain type of image performs better than the rest, or
that a certain headline results in 10% more sign-ups. Your audience targeting will stay relatively
the same (targeting your ideal customer), while your ad creative will evolve based upon what
your market responds to most.

Step 7. Run pilot campaigns first

If you’re running advertising campaigns or any kind of paid media campaigns, you’ll want to run
test campaigns first, so you don’t blow through your entire budget.

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With your test campaigns, you’ll start with a small budget and make refinements as you get
feedback and data. For example, when you’re creating ads you could test different headlines,
different images, body copy, CTAs, and more.
You’ll want to strike a balance between keeping your initial budget small, while still getting
enough data to refine your ads.
If you’re doing paid advertising, even something as small as $1-10 per day will give you enough
data to work with if you let it run for a month.
If you’re paying for content it’ll be more difficult to see instant feedback, however, you can see
how your audience reacts to your articles via the comments section, social shares, sign-ups, and
clicks (if you’re promoting your blog posts to your email list).
Step 8: Monitor the campaigns and analyze their performance
With digital marketing campaigns, there’s no shortage of data available. Whatever platform
you’re utilizing, you’ll be able to find all kinds of data.
For example, email marketing tools have built-in analytics, every advertising platform has its
own ad dashboard, and there are a variety of third-party tools you can use for website statistics,
and more.

Digital Marketing KPIs

However, before you start pouring over data you’ll want to refer back to your goals. This will
help you zero in on the numbers that actually matter. Once you can analyze those numbers you
can figure out what’s working and what isn’t, so you’ll have insights you can take action on.
By looking at the right data points you’ll be able to answer questions like:
● Did the new blog posts lead to an increase in traffic and email subscribers?
● Did you receive any new press mentions from the news piece?
● Did the new email series lead to more product purchases?
● Which Facebook ads led to more product sales?

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There’s a good chance that a lot of your digital marketing campaigns won’t generate positive
results. However, it’s important not to get disheartened, instead, look at conducting campaigns as
an experiment to find what does and doesn’t work.
Step 9: Allocate more budget to profitable activities
Once you’ve been able to see which campaigns are generating the most results, it’s time to
double down. By now you know that you won’t be wasting your money on certain activities, and
they’ll be able to generate a verifiable return.
However, you’ll still want to scale your investment up slowly instead of spending all of your
remaining budgets right away. It can be tempting to invest everything, but as you start to allocate
more of a budget you’ll still continue to get data.
Then, you can use that data to further refine your campaigns. Eventually, you’ll reach a point
where your campaigns are about as optimized as possible. When you reach this point and you’re
getting the highest ROI and conversion rates possible, then it’s really time to scale up.
Step 10: Set up remarketing campaigns
Remarketing is something you should be using throughout your entire campaign, especially if
you’re using digital advertising.
Remarketing is the process of running ads to visitors who have already visited your website.
These ads will appear wherever else your visitor is online including, watching YouTube videos,

reading a blog, scrolling through social media, or browsing the web.

How Retargeting Works
This allows you to generate more sales than you otherwise would have missed out on. If
someone is looking at one of your products, or visits a certain page on your site, but doesn’t
make a purchase, you can target this person with a variety of ads. The most common are
Facebook ads and Google ads.

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These ads will essentially follow this person around the web and direct them back to your
website to complete their purchase. You can even add a coupon to these ads to make your
visitor’s purchasing decision much easier.
Remarketing ads are available across every big digital advertising platform including, Facebook
ads, and Google ads.
Another form of remarketing that doesn’t rely on advertising is email marketing. You can create
a cart abandonment email sequence that will automatically get sent out to your visitors if they
add items to their cart, but don’t complete the purchase.
People are incredibly busy and distracted these days, so there are a number of reasons that they’d
forget to complete their purchase. A cart abandon sequence can be a single email reminder or an
entire series of emails that get sent out at a certain interval.
Adding remarketing campaigns to whatever campaign you’re running will help to plug any
conversion holes and make sure that you’re getting the most out of the new traffic you’re
generating for your website.

Ad creation, Approval and Extensions

When creating, approving, and extending advertisements for search engine optimization (SEO),
the following steps should be taken:
1. Keyword research: Conduct keyword research to identify relevant keywords and
phrases that you want your ad to target.
2. Ad creation: Write compelling ad copy that incorporates the target keywords, highlights
the benefits of your product or service, and includes a strong call to action.
3. Ad approval: Submit the ad for approval to the search engine's advertising platform,
making sure it complies with their ad policies and guidelines.
4. Ad extension: Utilize ad extensions, such as sitelinks, callouts, and structured snippets,
to provide additional information about your product or service and improve the visibility
of your ad.
5. Bid management: Manage your bid amount to ensure that your ad is displayed in a
high-traffic, relevant area on the search engine results page.
6. Performance tracking: Continuously monitor the performance of your ad through the
search engine's reporting tools and make adjustments as needed to improve results.
7. Ongoing optimization: Regularly review and optimize your ad campaign to stay ahead
of the competition and achieve the best possible results for your SEO efforts.

Manual And Automated Extensions

There are two general extensions categories: manual, which requires some setup, and automated.
Most of the extensions discussed here are manual, though some of them can also be dynamically
applied by Google when it predicts they will improve performance.

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It’s important to note that in February 2022, Google announced several changes to automated
extensions, including allowing them to be shown alongside manually added extensions like
sitelinks, callouts, and structured snippets (more on these later).
This allows your ad to claim more SERP area and generate more clicks.
They can also be added at an ad group, campaign, or account level, and may be included in
reports.
1. Location Extensions
Location extensions list your location on its own line, helping people find your location(s), a
map to your location, or the distance to it. These may also include a phone number or call button
for mobile users.

This extension, which can be automatically applied, is ideal for any business that depends on
in-person transactions, including restaurants, retail locations, and service providers like barbers
or beauty salons.
There are also benefits for primarily online companies, as a physical address can increase your
legitimacy in the eye of customers.
2. Product Extensions
By linking your Google Merchant account to Google Ads, product extensions allow you to
enhance your products listing.
This is a useful tool for any campaign in which you’re selling goods related to your target
keywords.

Because products are more specific than location or phone number, you’ll want your campaigns
to be more granular, particularly if you sell a wide variety of products.
3. Sitelink Extensions
Useful for directing users to other pages on your website, sitelink extensions allow targets to
choose where they would like to go, as opposed to just visiting your landing page.
Making it easier for users to find exactly what they’re looking for can increase your CTR
significantly.

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 Common pages used with sitelinks include Contact Us pages, pricing pages, sale pages, and
testimonials pages.
Ecommerce sites have used them to great effect when directing customers to specific categories
pages.
These can be added manually or dynamically as an automatic extension.
4. Seller Ratings Extensions
Showcase your business’s reputation and build trust with seller ratings extensions.
Google gathers ratings from reputable business review sites and aggregates them into a single
rating on a five-star scale.
This extension shows your overall rating, as well as the total number of reviews. They also
sometimes include a qualifier to describe the rating (e.g., same-day delivery).

These automated extensions typically only appear if you have a minimum number of unique
reviews and an average rating of 3.5 stars or better.
5. Callout Extensions
A versatile extension with all sorts of uses, callout extensions are 25-character snippets used to
highlight important selling points, sales or any other key points about your business, products, or
services.

For example, if you want to promote a 25% off sale, free delivery, or your business’s 60th
anniversary, callout extensions are perfect.

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You’re allowed six of these extensions per campaign, and they need to apply to the entire
offering you’re advertising.
The best callout extensions tend to use numbers and specifics (i.e., “5 left in stock,” works better
than “limited quantities remain.”)
If your website includes useful information like “online reservations,” these descriptions can be
added automatically as a dynamic callout, as well.
6. Structured Snippets Extensions
Identified by colons, structured snippets are useful for highlighting specific products, services,
and features users may be looking for.
Responsible for a whopping 35.1% of all clicks, they tell searchers who you are and what you
offer increasing quality clicks and helping stretch your budget further.
Like sitelinks, you can select these manually or they can be dynamically applied by Google.
7. Call Extensions
Call extensions make it easy for searchers to call directly from your ad. They include a
click-to-call phone number in your ad for mobile users.
These conversions are tracked, allowing you to measure the value of your ads by the number of
phone calls they generate.

You can include call extensions manually or Google can apply them automatically.
8. Affiliate Location Extensions
Affiliate location extensions are useful for companies that sell their products through third-party
retailers.
They help users find nearby stores that carry your items, helping them decide where and what to
buy.
These are commonly used by manufacturers who work with major retail chains, as they do not
specify your own business’s location.
9. Price Extensions
It’s no secret that price is a key factor in almost every buying decision.
Price extensions let you set cost expectations upfront, establishing transparency and helping
build trust with searchers.
As a result, users are more informed and more likely to buy by the time they hit your website.

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These extensions are useful for businesses that have variable pricing, sell service packages, or
offer many different products.
10. App Extensions
From the local pizza place to real estate agents, it seems like everyone has a mobile app these
days.
By providing a download link in your text ad, app extensions make it easy for interested users to
get yours – while allowing you to track downloads based on keywords.

These only appear to users on mobile devices and direct users to your app in iTunes or the
Google Play Store.
11. Promotion Extensions
Get more clicks from people searching for the best offers by using promotion extensions.
Used to highlight sales and promotions, they appear below your ad and use the price tag icon or
deal in bold.
You can also display up to two lines of copy with them to provide users with more information.

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What’s great about these (aside from their effectiveness), is that Google is flexible on how you
use them.
You can show promotion extensions on specific dates, days, or even hours, as well as allow you
to use pre-populated event tags like Black Friday or end-of-summer.
12. Lead Form Extensions (New)
The newest Google Ads extension, lead form extensions eliminate the need for users to fill out a
form on your landing page by allowing them to submit their contact information directly on the
SERP(search engine results page).

If the searcher is using their

Google account, the relevant information can be pre-populated and can be submitted with a
single click.
This helps drive qualified leads into your marketing funnel and shortens the sales cycle.
13. Video Extensions
Video extensions allow you to show drive action below your video ad on the YouTube
mobile app, providing the opportunity to extend your message beyond the primary video and
keep viewers engaged.

14. Image Extensions

Image extensions let you use relevant visuals to complement their text ads, helping drive
performance.

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Not every advertiser is eligible for this type of extension and must meet certain requirements
including a history of compliance, a Google Ads account in an eligible vertical, and active
campaigns running.

How To Set Up And Create Google Ads Extensions

Now that you know more about the different types of Google Ads extensions and how they can
work for you, let’s take a look at how to set them up.
The first thing you need to do is determine your goals and which extensions will work to make
them a reality.
Do you want customers to contact you? Visit your website? Submit their contact info?
Figure out what you want targets to do, and then select the extension that facilitates that.
From there, it’s a simple process:
1. Log into your Google Ads account.
2. Select your campaign or ad group.
3. Click the “Ads & extensions” tab, then “Extensions.”
4. Select the extension(s) you want.
5. Customize each type of extension.
6. Click “Save.”

Questions -
10 Marks
1. What do you mean by SEO? Briefly explain the history and Growth of SEO?
2. Write a brief note of On page optimization and Off page optimization?
3. Describe the role and benefits of Search engine operations?
4. Define Google Adwords? What are the benefits of Google Adwords?
5. Explain the concept of Search Engine marketing?
6. Explain briefly Ad creation, Approval and Extensions?
7. Write a brief note on Campaign Creation Process?
8. Explain different types of SEO?
9. Explain different types of Extensions for SEO?
5 Marks
1. Give the meaning of SEO
2. What is meant by On page optimization?
3. What is meant by Off page optimization?
4. Explain Google Ad Words?
5. Give the meaning of search engine marketing
6. What is meant by campaign creation?

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