Category: Digital Marketing Execution Elements

In the previous section, we covered manual display inventory sales models in detail along with looking at the stages of a standard display campaign workflow. In this section, we shall cover the latest trends and shift towards data-driven display buying models which are essentially programmatic in nature. The key difference between manual and data-driven models…

In the last section, we covered the basics of search campaign planning, set-up and execution of SEM, and SEO in detail. In the present section, we would cover the second prominent type of digital marketing campaigns which relates primarily to brand-building activities and is also known as display advertising in common industry parlance. Display Campaign…

With an understanding of the basics of search engine marketing (paid) campaigns, we would look at the other equally important aspect of search marketing known as SEO or Search Engine Optimization. By definition, SEO consists of all activities and techniques applied towards making a website (and inclusive webpages) rank at the top of any search…

With an understanding of how paid search campaigns are run and managed, let us study some of the key strategies and impact factors for running successful SEM campaigns. While a lot of minor factors can impact the success of an SEM campaign, the major ones include: Apart from strategies shared by Google, as above, there…

With an in-depth understanding of the basic concepts and terminologies of a search campaign, we would now study the key steps of search campaign execution by dividing them into three key stages:

To understand the building blocks of a search campaign, let us take a fictitious example of a watch reseller company XYZ which wants to launch an online watch portal by the name ‘Xqui-site’ to sell global watch brands to buyers across Indian metros. We will build the case by looking at the key aspects and…

With an understanding of how search campaigns are planned, we would cover the basics of setting up and executing a search campaign and also the key terminologies and concepts involved. As shared earlier, the top two search marketing programs in the world are run by Google and Microsoft, but since Google laid the foundation of…

Any discussion on SEM has to begin with a reference to the two key search engine programs which are most prominent and popular—Google AdWords and Microsoft AdCenter (representing Bing and Yahoo search engines). With Google being the market leader in SEM programs, a lot of the terminologies and concepts used in SEM industry have been…