Saturday, 16 April 2016

20 Questions asked in a Digital Marketing Job Interviews

Careers in digital marketing has been on the rise these days. The following set of questions have been asked in interviews across various organisations -

1. What are the different types of bidding used?

2. What are benefits of Online advertising over Offline advertising?

3. Difference between search, display and video advertising?

4. What is Click-through-rate (CTR)?

5. What is the difference between 'conversions' and 'converted clicks'?

6. Different types of Youtube ads

7. What is a re-marketing campaign and how does it work?

8. What is 'view through conversion' ?

9. What is programmatic advertising?

10. What is a shopping campaign and for what type of advertisers it is useful?

11. Mention a few ad-sizes you are familiar and which of these is the most used size?

12. Difference between SEO and SEM?

13. What is real time bidding in the world of online advertising?

14. Different targeting types in a display campaign?

15. What is a cookie?

16. What are meta-tags?

17. What are different types of extensions in a search ad?

18.  What is View-through rate (VTR)?

19. What are ad-networks and give some examples?

20. What is affiliate marketing?

5 tips to make your online campaign effective

With the growing penetration on internet in India, it is increasingly becoming important for businesses to have their online presence. The first step in this process of taking your business online is to create a compelling website and then promote it among your target consumers. Google's adwords interface provides a useful way of making your business grow online and reach your target audience. Once you set up your adwords account and create a campaign, there a 5 useful tips that can make your campaigns deliver high returns

1. Location Targeting: Adwords gives you the freedom to restrict your ads to a given location in the country where you have your business operations.

2. Demographic Targeting: If you are a business selling apparel and your collection is targeted towards young working professionals, you can go ahead and target them specifically.

3. Ad Scheduling: You can restrict your ads to only a certain band of hours based on the user traffic and conversion data. This will ensure that you are not bidding during hours of the day that is not converting. This is particularly useful if you are targeting working professionals, who may not research during the office hours in weekdays.

4. Use Search Query Report: This is one of the most useful features that adwords provides. It give you a list of all the search terms that have triggered your ad. This can really be useful in order to maintain keyword coverage in the account and also make some keywords as negatives.

5. Bid adjustments: If we notice that some of the keywords in the account are performing brilliantly compared to other then we can bid a certain percentage higher on these set of keywords and similarly bid a certain percentage lower on keywords that are not performing well.

If the above mentioned levers are put to good use, you can rest assured that your online campaign will deliver high performance for your business

Friday, 15 April 2016

Basics of Online Advertising

Over the last decade, advertising landscape has evolved in a huge way. There was a time, not so long ago when advertising was all about print/newspapers until the time Television took over the world by storm. Even today, almost 80% of the advertising spend is on Print and Television. Online advertising has come in a big way in the last 15 years to capture close to 10% of the advertising pie in India. Online advertising is projected at grow at an annualized rate of 30% in 2016 according to Pitch Madison Media Advertising Outlook. Given the rate at which online advertising has been growing over the past few years it is imperative that every marketer has a good understanding of how it works.
So let's look what exactly Online advertising is -
It can broadly be classified into 3 buckets, although there is always some over lap between them -
Search Advertising -  It involves placing 'text' advertisements on the 'search results page', when a user types in a query such as 'taxi services in Hyderabad'
Search Ad
Display Advertising - This type of advertising happens in places like blogs, websites etc. Companies like Google, Yahoo etc has their own network of affilited websites where they serve advertisements. In order to be part of this network of websites, the blog/website owner will have to enroll into their respective affilite network programs - Adsense and Bing Ads
Display Ad
Video Advertising - A large chunk of video adverting happens on Youtube (owned by    Google) and Facebook. These are all ads that are shown while you are watching a video on Youtube  or sponsored videos on Facebook.
Video Ad
Although, online advertising can be broadly classified this way there is a lot of overlap between these 3 segments and each of these segments have several products/features developed in order to serve the needs of a marketer!