Google Ads Exact Match – Exact Match Keyword Intent Considered Through AI

Google Ads Exact Match Targetting, What it includes

  • Exact Match Keyword
  • Exact Match Keyword Plurals
  • Mispell or typo keywords
  • Intent of the query match the keyword (This is identified through AI)

Image Courtesy: https://searchengineland.com


 

Indian Financial Journal Brand Portal Traffic Ad – Very Funny

One of the very famous Financial Journal Brand Portal claims that there "Avg. Minutes Per Visitor is 104 Minutes" and there near by competitor Avg. Minutes Per Visitor is 62 Minutes and 3.8 Minutes.This means there Visitor is spending around 1 Hour & 24 Minutes in the Portal. Is this believable? Even for Facebook, the average time the User Spend is 40 Minutes. 

Is there any rationality behind this ad. If the Ad conveys, how many articles read per user & avg. time spend on each article would make senses.   

Image Courtesy: http://www.imagefully.com

Search Engine Optimization (SEO) Evolution – Past, Present & Future

Fuchsia Open Source OS By Google – One OS for all Devices

What is Fuchsia?
"Fuchisa" is a "Device Independent OS" – One Operating System that run across all devices (Desktop, Mobile, Tablet, embedded Systems). It is a Open Source OS. Google is creating a New Product segment. 

Why Fuchsia?
One OS for all devices & it is open source. To kill the competitor OS. Like Microsoft in Desktop & IOS in Smartphone. 

What Value Fuchsia delivers to Customers?
The Business don't need to buy seperate OS for each platform. One OS for all the platform. This will cut Infrastructure & Software/ product development cost for business

Fuchsia Product advantage from analytics Perspective?
Attribution modelling becomes very easy. Because of Unified OS, it is easy to track & attribute credit to devices (Device Credit Disconnect won't happen)

Image Courtesy: Wikipedia

Google Rebrand its Advertising Platforms

Google Rebrand its adversting products and come-up with 3 Advertising / Publishing Products

 

 

 

 

 

1. Google Ads (Formerly Known As Google Adwords)
2. Google Marketing Platform 360
3. Google Ad Manager

Google Adwords <To> Google Ads

  • Google Ads helps their customers to reach their Target audience via Google Product Venues (Google Search, Display Ads, Youtube, Apps Ads in Playstore, location listing.   
  • Smart Campaign is introduced by Google for small advertisers to quickly create ads and to drive traffic to their platforms. Smart campaign driven by Machine learning

Google Marketing Platform 360

  • Google Marketing Platform helps their customers to recch their target audience Via Double click network (Search Ads 360, Display & Video Ads 360) and optimize the performance of the campaign through Analytics 360, Data Studio, Optimize 360, Survey 360 & Tag Manager 360
  • Google Marketing Platform provides wider reach

Google Ad Manager

  • Google Ad Manager is a product to help publishers manage ad inventory on their sites available for advertising
  • Smaller web sites will continue to use AdSense, which lets advertisers place small ads on their sites, and Admob for mobile app developers 
     

Firebase Predictions – Start Prediction your App User Behavior & Engage with them

Firebase Build new feature called Firebase Predications that tracks user behavior & generate User group. We can communicate these users group to engage & retain them 

Below User Groups are populated to target & engagement with them 

  • Churn Group –  churn group contains users who have been active during the last 7 days but are predicted to become inactive within the next 7 days
  • Not Churn Group – The not_churn group contains users who have been active during the last 7 days and are predicted to continue to be active over the next 7 days

Pls. Note: Note that churn is different from uninstalling your app. Users may churn long before they uninstall an app.  in fact, many users will never uninstall an app short of replacing their device

  • Spend – The spend group contains users who are predicted to make in-app purchases or ecommerce purchases
  • Not_spend – The not_spend group contains users who are predicted not to spend in the next 7 days. 

Engage with Target Users

  • Notification – we can communicate with User Groups to increase engagement & decrease churn rate. New tool to minimize the churn rate.   
  • Remote Config – It is possible to do A/B Testing ffor user Group 

 

Only 30% of Indian Population has access to Internet

60% of the Urban population is accessed to internet but overall 30% of the Indian population has access to Internet. Nearly 65% of the population are below 35 Year old but still 30% has access to internet means How we Indians is way behind in infrastructure has compared to China. Even Africain countries like Sudan have internet Penetration of 28%, Uganda is 45%, zambia is 30% & South africa 54%. India is huge population & huge opportunity in digital space but lacks in infrastructure. 

Graph Source: https://etimg.etb2bimg.com/photo/58942714.cms

Free Single Page Website for Small business from Google

Image Courtesy: Search Engine LandSmall business can build single page website for free using the website building tool called "Website" .Via Google My Business. You can build website with responsive design. The website is Search engine friendly & Google Map friendly.

Why Google is giving the website free?

  • Lead Gen Strategy – Free website give Small business lead contact & info for free 
  • Most of the small business deals caters to local or micro locality audience. Giving the website free with seo friendly features & Map integration features, it is easy for google to translate to Paid client
  • More Localised Service provider –  Google will get more info & more control are service provider website that caters local audience
  • More Verticals – Even Medium level enterprise are wooed & will create free website(even they have the website) to take advantage of local listing  

Image Courtesy: Search Engine Land

Does Mobile App Install / Uninstall does have relevance in future?

Image Courtesy - /blog.galaxyweblinks.comFor App platform, App Install & Uninstall is the key acquistion & product metrics. If a company publish new version, the existing & new users installs the New version of the App. Most of the companies come up with different strategies to maximize the install & retain the existing App Consumers.

The Existing Install & Uninstall Concept is painpoint for business & consumers because, every new version is realised the consumer needs to be update / install the App. 

In Future, I personally feel that there is no concept of Install / Uninstall. The App can be accessed from cloud. Just register / login from the cloud. 
 

Cutting distribution channel Offline? How?

I am a digital marketing & analytics professional. One advantage of digital medium is that, it cuts the distribution channel. That is why, the ecommerce portal selling products in competitive price & passing the benefit to consumers 

Cutting Distribution channel in Offline – Strategy

Few days back, I read an article that one FMCG (ID Fresh) is started opening "Trust Shop" in Gated communities in Bangalore & Chennai. 

What is Trust Shop? How it cuts the distrubution channel

Trust shop, where no sales person exists. The FMCG food products are stocked in the refrigerator (Batter, parrates) inside the gated community. The consumer take the product & pay as they like. The shop runs on trust. There is no supervison / monitoring (Like Web cam), etc. 

By doing so, the company cuts the intermediates & stock the product in the consumer zone. They don't have to pay the middleman (Store keeper). 


"Trust Shop" from Business perspective

Advantage

  • Brand value – This will build brand equity & value.
  • Profit – Maximizing the profit by cutting the distribution channel
  • Elite Group – When Tracking Elite Locality, payment is 99%
  • Consumer behavior – The product is within the reach, habituating the consumers to buy

Dis-Advantage

  • No Monitoring – There is no monitoring exist. There are chancesAround 15% of people won't pay
  • Product Tamper / Product expiry – If the product got tampered or the exipired product are displayed, it affects the brand
  • Stocking – Restocking interval is not same for all the real estates

"Trust Shop" from Consumer perspective

Advantage

  • Convenience – Food Take Away is Near by. Pick & pay anytime
  • Branded Product – Quality is not at stake

 Dis-Advantage

  • Monopoly – Only product is displayed
  • Issue – In case of issue, consumer cann't communicate immediately