What are YouTube Bumper ads and how to use them?

In today’s digital marketing era, video consumption is constantly evolving and YouTube is watching it cautiously. With the trend now shifting more towards viewing mobile videos, YouTube recently came up with their mobile friendly ‘Bumper Ads’ as well as updates to the YouTube mobile app home page. These new bumper ads are nothing but video formats running for six seconds available through YouTube and sold on a CPM basis. The ads are quite short and cannot be skipped and are primarily aimed towards enhancing the frequency and incremental reach. These ads have now become a part of the marketing services provided by the online marketing agency in Mumbai.

Google opine that this format is perfect in a mobile environment wherein users these days look for content in a short form. However, there are certain things to consider when it comes to the video formats of these sizes.

The Target Audience: Demographics do affect the behaviour of video viewing. A recent survey stated that, 10 seconds was believed to be the perfect mobile ad length for Millennials, whereas people aged 35 to 55 years favoured length spots for 30 seconds. These snippet ads would be worth testing as these would work just fine for a younger audience.

Brand Favourable: According to research, short video formats are good for bigger and well established brands, where messaging can be more restricted. These ads are much better for smaller businesses and they should look to run them along with other types of digital advertising for additional support like longer pre-roll video ads.

Ad Setting: On native advertising platforms, where tips, storytelling and building an emotional connect with your customers is a vital part and aim of the content, longer videos are known to be quite effective. Brands need to remember this and stay away from re-purposing the Bumper video content on native advertising channels.

Integration: Similar to any digital channel, an integrated strategy on several channels is the key factor. Testing these short videos along with other channels and formats for intent, thought and awareness will be very important.

For any SEO company in Mumbai and for various digital marketers and brands, it’s imperative to create an engaging mobile experience. Today, where technology has overpowered the other aspects of life including video viewing habits, a recent study suggests that 90% of people use a smart-phone or tablet while viewing TV. The same study also stated that out of that roughly 50% of users opined that they preferred their mobile devices primarily for watching an online video.  These behavioral changes of internet users needs to be considered by YouTube and other brands as they need to accommodate these changes quickly. On the other hand brands need to assimilate a video strategy in their marketing plans. Important considerations would involve knowing the customer’s unique requirements, engaging content, creative length, etc.

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How to raise your organic CTR?

When there are lot of factors affecting your position on search engine, you need to be quite selective about the ones you’ll work on to change the situation. Some questions will trouble you; such as whether you must target your keywords better? Or do you need to work on your back link strategy? Well, it’s the Organic Click-through rate (CTR) out of several items that search engine consider as signs of quality and relevance, one that’s frequently overlooked.

Organic CTR

Organic CTR (click-through rate) refers to clicks to your website through the snippet links found in the organic search results. Here ‘organic’ refers to the search results selected by the search engines based on how good your content matches with the user’s question, in comparison to the paid ads displayed in the same location. The chances of your content appearing higher in the SERPs (search engine research pages) increases, the better the SEO works over it. The content will definitely get more clicks if it appears higher. And, the number of clicks received by your content against the number of times it gets displayed is what’s referred to as the organic CTR.

So, does your search engine rank get affected by the organic CTR? Of course, it does. Search engines including Google view organic CTR as a vital signal of both quality and popularity. According to the experts CTR and ranking are inter-reliant variables, and when you improve CTR, your ranking should improve too.

organic-ctr

Tips to improve organic CTR

Include exciting Meta descriptions: The Meta description is the title ad appearing under your page URL and title on the SERP. This is primarily the convincer, the description and words that convince searchers that your page is worth a click. Experts from any reputed SEO company in Mumbai can tell you that a nicely written Meta description both reassures the individual searching that he/she has found content that matches the question and that the content on the page would be worth his/her time.

Make use of emotional headlines: Emotionally written headlines are the way to go as they help you grab readers and drag them into your content. The better your headline, the better the chance people will click on your link. Ensure to pick one emotion and stay with it. Generally, weak headlines without any emotion kill organic CTR, whilst strong headlines colored with lively emotions engage and encourage clicks.

Get Dreadful URLs fixed: Dreadful or Ugly URLs frequently dominate automatic URL creation software that smacks a numerical moniker onto your page. Rather than accepting whatever your program picks as the default URL, alter it so that it boosts your organic CTR. Any leading online marketing agency in Mumbai who is well verses in improving organic CTR will support this step as doing this creates a more attractive URL for individuals scanning the SERPs. It’s also important to keep a simple domain name structure, having a common title and/or navigation elements inside that make sense to both search engines and visitors visiting your site.

Organic CTR is a vital aspect of SEO, and one can certainly boost his/her page’s rank and results by improving it.

Why often the Landing Pages don’t convert into Potential Customers?

A landing page of any website is typically the initial glance potential customers will see regarding your business. In simple terms, a landing page of your website acts as an invitation to the virtual world. However, more than that it must have something of interest for the visitors to go ahead and seek more information. Poorly designed landing pages and poor link building are frequently the primary cause of traffic not converting. It’s not wise to think that just because your website is not generating any money, all the hard work that you’ve put in has been for nothing. If you think that the problem is with your landing page, then you will need to identify the reasons for the landing page not converting into potential customers. Once you do this then it becomes easy to recognise the issues surrounding your lack of conversions enabling you to improve on those, so that you get more traffic.

For any SEO or web design company in Mumbai the content on its landing page is one of the most vital things when it comes to drawing conversions. Below are a few ways to enhance your landing page to help turn users into potential clients.

Benefits are important not Features

Benefits are more vital than the features as they tell your audience what your product or service can do for them. On the other hand, features give more of informational knowledge, telling your audience what your product is about. You’d want to induce users to buy your product or service by showing them the benefits they will have from it. Though, one cannot deny the importance of features, you must initially focus on the benefits then back them up with features.

Give Something Additional

Studies have confirmed that people always like getting something additional for free rather than getting it even at a lower cost. For instance, you can offer some additional benefits rather than lowering the price. When the question is about your landing page, it’s better to explain precisely what the numbers mean and show them how they will influence the final price.
Simplicity is the Best way to go

When it comes to writing text, one of the biggest mistakes one can make is to use excessive words that might sound impressive but eventually don’t do anything to influence the user. Good text depends heavily on good messaging and it’s always about the quality of the content rather than the quantity. You’d want to have clear and to the point text to convert your visitors.

Overall Site Design

It’s better for any SEO company in Mumbai not to cram every available space on your website with flash graphics ads and other irrelevant information. This is because it’s both confusing and a distraction and a big cause of losing conversions. So, try to keep your site design and landing pages clean and uncluttered, particularly when you want a specific call to action.

One cannot deny the fact that enhancing your landing pages will help your SEO campaign and enhance your site rankings which will eventually enhance your business.

Choosing an Appropriate Digital Marketing Partner

Any business is initiated with funding, followed by its operation and production of the goods required to fulfil the demand of the customer. The next process after manufacturing the product is educating the customer about the presence of the product in the market and this can be done through advertising. Advertising in its traditional form may narrow down the customer’s requirement and may not reach the required target audience. This is when marketers think of moving to a digital platform to reach those customers who are ideal for the product or service and can fulfil their unfulfilled needs through the manufactured product.

A digital marketing agency helps creating an online presence for a product or service and attempts to create some kind of a brand recall through online advertisements and social media. Businesses have to ensure that in creating such a brand presence with the inputs given by the Digital Marketing agency, the agency should create such a need for the product that it generates sales and provides the budgeted and desired return on investment.

Thus, it becomes important for businesses to identify and select a Digital Partner that understands the key requirements of the business and apply strategies that are in sync with the company’s vision and mission. The strategies applied are the key to achieve decided online goals and reach millions of customers in a short span of time.

SEO Company in Mumbai, Indiaaim to understand businesses regarding their online marketing needs and make an attempt in delivering the requirements as per discussions. However, sometimes the goals set by companies may not be in line with the Digital Marketing agency and therefore certain areas need to be analysed by a company before hiring a Digital Marketing partner.

Scan the agency website

A website makes the first impression of a company that deals in the world of digital marketing. It provides an overview on how the agency functions and what are its key achievements. Before deciding on hiring a firm, the agency’s website can provide valuable inputs that help companies decide if the agency can meet the required expectations.

Updated technology

A company to flourish in the digital world has to ensure that they are equipped with the latest software and technology to meet the ever changing demands of the online world. Based on the software and technology, the agency will be able to deliver top notch strategies that meet the requirements of the brand and the business.

Adaptable to changing requirements

An agency should be competent enough to adapt to the changing environment of the business and deliver services within the stipulated time. This determines the adaptability of an agency towards the business requirements that enables the agency to formulate different digital marketing strategies.

Intercommunication

For any successful business venture, communication is the key. The agency should have a culture of open communication that makes it easy to communicate messages in an orderly manner. The communication factor of an agency is an area that determines the workings of the agency and the relationship it can build over time with the business.

Choosing the right Digital partner

Determine business needs

Before hiring a digital partner, it is important to identify the requirements of the business as it determines how the website design will appear to showcase the product in the online market. This does not hold valid only for the website, it also plays a vital role in creating posts on Social Media, formulating key words for Search Engine Optimization and the overall graphical design of the website.

Formulate a budget

Formulating a budget makes it easier to device a digital strategy that can cover all the aspects involved in digital marketing. A thoroughly thought-out budget will help in searching the ideal digital marketing partner to avail the benefits the agency can provide without compromising on the determined budget.

Analyse quality

The services provided by any digital marketing firm needs to be analysed to ensure that the quality is up to the mark. Businesses must review the content written earlier by the agency as this can give a valuable input on how the agency can market the product with written content. Social media campaigns and Search Engine Optimization strategies applied by the agency will provide an insight on how well the product can perform in the online market.

Understand agency requirements

An agency has an expertise to appropriately spread the word of a brand in the online market. Businesses must understand what the agency has in mind to market the product as they have experience in the online domain and will adopt strategies which have been tested to suit different market conditions. Hence, businesses must have an open approach and try and understand the workings of the agency to utilize their services to the fullest.

All services in one

An ideal digital marketing agency must include all services starting from social media to content and website development as getting these services from individual firms can seem highly expensive and businesses may end up getting services that fall short of their expectations. All services under one roof helps to maintain consistency and each service can be in sync to develop a firm brand consistency in the mind of the customer.

Finding an appropriate digital partner is extremely important as a brand creates an image in the mind of the customer. A digital strategy has to be in a manner that speaks about the ideals of the firm. As the reach of a digital strategy is wide, consumers make an impression about the product within seconds, going by the way a product is marketed online. Therefore, selecting the right agency ensures that the brand has a positive impression in the consumer’s mind which will be beneficial in the long run for the business and this will be determined by the strategy applied by the digital agency.

 

Author Bio

Bal Rai is an Internet Marketing Consultant at eTrack Media, a leading SEO Agency in Mumbai that provides the best search optimisation services, web design and development services and social media management services to full-service marketing firms as well as end clients.

5 Steps a Local Business Can Take Today to Improve SEO

It’s not easy to run any business in today’s competitive world with changing dynamics. A business might have its loyal customers that have been with them for some time but to grow a business needs to ensure that it gets new clients as well. If you have a local business and want to have a strong online presence then building a strong website from a good company with strong website optimisation services is quite essential. Having said that, keeping your website up to date can be a tedious task and your SEO might require a serious update. For years, you might have stayed away from doing SEO for your website thinking it was too difficult or expensive, but now is the time to do it.

SEO can be a complex however there are some simple steps that can be taken to help your business rank higher on the likes of Google and Bing. below are 5 steps a local business can take to enhance SEO:

Research the Keywords to be targeted

This is the primary element that you need to understand before starting as you want to know how your business is being searched online, i.e. what words your potential customers are typing into search engines to locate your business as well as your competitors. Also, the industry that you are in and its competitiveness will also make a vast difference regarding the chances of you appearing high in search engine rankings.

Ensure you have your business on Google Plus

One of the crucial necessities for your business is to get a local Google plus page. Getting this page lets you give Google information about your business including a map, business information and contact details. In addition, your clients will be able to leave reviews letting everyone else know the effectiveness of your business. Once you get a page on Google plus, it will almost instantly enhance your chances of being found locally through Google.

Have Mobile access

Today, the world is just a click away as it has truly become mobile. People are now searching the web on their mobile phone just as much as on a desktop computer, so it’s vital to ensure that your business is mobile friendly. There are some questions to look out for, i.e. is your website responsive or is it worthy to be seen on a mobile phone and tablet? If people visit your site and find out that the site doesn’t appear correctly or they might need to zoom in and out then there’s a possibility that they might lose patience. Thus it’s important to have a responsive website for your business.

Use Social Media to its Best

As people search on platforms such as Google and Bing, they are also active on social media platforms. Today, social media platforms like Twitter, Facebook, LinkedIn and Instagram are the best way to promote a business. So ensure that all these platforms include a bio, your location and your website URL. Social media is becoming more and more vital as far as SEO is concerned.

Get optimised website for SEO

Ensuring that there’s a lot of high quality content on your website is the key to getting your website appear higher in search engine rankings. Today, search engines give priority to the text and wordings you use on the actual pages more than what is in the black part of the site. Also, once you know what keywords to target, ensure you use these within your website content.

Today, SEO is very important from a business’s perspective. eTrack Media is one such SEO Company in Mumbai, India that can help your business grow with effective SEO. With thorough and experienced professionals, we can help you achieve the desired goals for your business.

Why Content Marketing Still at Helm?

In today’s fast paced digital world, individuals are overwhelmed with advertisements which results into businesses struggling to get their corporate message noticed by consumers. A study conducted few years back illustrated that more than 70% of users preferred to get their information from articles rather than from corporate advertisements. Now, in order to reach their target audience, an increasing number of businesses are depending on a promising strategy, i.e. content marketing.

What is Content Marketing?

Content Marketing is nothing but the art of communicating with the clients and prospects and that too without selling. It’s marketing without any interruption. Rather than pitching your products or services, you are delivering information that makes your buyer more intelligent. The core of this content strategy is the belief that if businesses deliver consistent and valuable information to buyers, they eventually reward them with their business and loyalty.

The practice of creating and distributing content that’s informative, helpful and at the same time entertaining to probable clients is what content marketing all about. Having good content then directs those visitors back to the website, where you can capture leads and sell products. With successful content marketing your brand gets positive reviews without the hassle of product marketing.

Why Content Marketing?

More than what is content marketing, it’s vital to understand why content marketing is significant to your business. The ROI (Return on Investment) for content marketing can be exceptional if executed properly. Content Marketing also offers additional benefits as it supports other digital marketing channels. It offers additional content for social media marketing and contributes greatly to SEO efforts by creating natural inbound links and building up good content on your website that gets searched in search engines. In fact, for several companies the bulk of their SEO efforts should be focused on content marketing.

Results of Content Marketing

Results of Content Marketing are great and several marketing decision makers have come to identify the benefits of a good marketing strategy. It also helps businesses accomplish several corporate objectives which include:

•    Lead Generation: The possibility of visitors leaving their contact details increases if they are impressed by the content provided
•    Image development: The businesses can establish themselves as thought leaders by releasing high quality publications on a regular basis that strengthens their corporate brand
•    Client development: The client gets connected with the company for the long term if the content gives him useful information. Also, by consistently providing good content, companies generate interest in their website and lure users to return.
•    Increased reach: High quality content that frequently addresses current or controversial topics is spread through social networks. The business can thus increase its prominence and reach by taking advantage of this trend.

eTrack Media is a leading website marketing company in Mumbai offering state of art Social Media, SEO services. In all these years of operation, and with trained and experienced professionals, the company has delivered outstanding website optimisation services in Mumbai to some really high esteemed clients.

How long should a Website Do SEO?

Today, SEO is increasingly driven by natural language search, i.e. individuals doing searches that are more like normal questions than two or three keywords. This is happening as individuals are using tools such as Siri and Google Now to speak their searches, instead of typing them in. And as people are including more detail in their typed searches as they seek to find what they’re looking for faster, these keywords are quite easier to rank for, as they’re not competitive. They are much more relevant as they include more detail, and thus traffic from these keywords converts at a higher rate.

Does Ranking Matter?

Rankings do matter; however, they aren’t the metric to be focused upon. Getting rankings is an output SEO firms can easily sell as they’re emotionally satisfying, but they’re insignificant unless they generate leads or sales- the outcome that one desires. Thus it’s vital to hire a good  website design company in Mumbai having SEO professionals who focus on outcomes, instead of outputs.

Changes in SEO

Before trying to know how long does it take for SEO to show results? It’s essential to understand that SEO has changed for better in the last few years. It’s still a vital component of digital marketing and still works; however, it’s no longer a matter of publishing content and generating links. Earlier, SEO was about doing good keyword research in order to identify the keywords that are vital for your business, creating pages targeting those keywords and generating links from article directories pointing to those pages. Those websites that did this effectively and on a large scale would experience an increase in rankings and traffic over a period of a couple of months. Now, things have changed. If you follow the model described, not only you won’t accomplish any good results but you risk in getting a penalty from Google and destroy your rankings and domain reputation.

Expectations from SEO

You should be clear in your mind as to what to expect from SEO. There is absolutely no guarantee that you can achieve high rankings for any highly competitive keywords in only a few months. To get the highly competitive keywords at top position, you must work hard to bypass the numerous websites competing for a place in the first page of the search results and this generally takes a lot more time and money.

If you’re doing SEO yourself then keep expectations low, begin with an SEO audit, create a realistic plan and start monitoring your rankings, always keeping in mind that what you wish is an increase in your organic traffic and improvement of your rankings in general. If you are outsourcing SEO to a company also providing  website optimization service in Mumbai , keep in mind that effective SEO might cost you money in the beginning until you get any type of return from your investment.