My Digital Insight

In the previous post, I mentioned that we need to carefully build keyword lists and to think about the queries that users are like to search for on Google. How to make sure your ad show when people are typing relevant search terms? The answer is match type. Google will match those search terms with your keywords based on the match types and relevancy.  Match types tell how much "freedom" Google has when pairing your keywords with search queries. It all depends on how strict or loose you define your keywords by using match types. Match types will seriously influence on which search terms will trigger any given keyword. There are five primary match types: broad, broad match modified, phrase, exact, and negative. The first four types are different ways of letting Google know how they should treat search terms in relation to those keywords. Negative match type is the keywords that you don't want to use. When people search terms match your negative keywords, your ad won...

There are three separate stages of building keyword lists: Keyword research Keyword planning Keyword organization Keyword Research Before you launch a campaign, we need to do some research to understand what keywords are going to be effective and profitable. Most importantly, you need to find out how much you want to bid on each keyword and how much revenue will be generated from those keywords. In order to do good keyword research, you need to understand your industry at first. What is your industry market size? What the main customers are you selling to? You need to know your industry, your customers, and product well.  Then, you need to put yourself in your customers' shoes. What questions might your customers have when they are looking for answers on Google?  You need to understand when your customers decide they need your products.  Finally, you need to think about the ad group and campaign structure. What is the theme of your campaign? Are dif...

I learn a very useful model called B.J Fogg Model from the course.  This behavior model contains three important parts: motivation, ability, and trigger. Basically, in order for anybody to take the desired action, they need to have the ability to perform the behavior and need to be motivated to perform that behavior. Image from Medium As marketers, our job is always about influencing human behavior and trying to get people to perform the desired action to convert or to do anything that will ultimately lead to revenue. We need to increase ability, decrease the difficulty of the task, so it will increase motivation to perform. When customers know what they want to buy and clearly have high motivation, if they think it is complex to accomplish, they may give up. Therefore, marketers need to give a trigger to decrease the difficulty of the task or perceived ability.  For example, if a person wants to earn a college degree, he has high motivation, but he may not conside...