Saurabh Banerjee




I'm Saurabh Banerjee

Saurabh Banerjee is a trainer and consultant in Digital Marketing and Internet Marketing. He is having specializing in Digital Marketing since 2011. He has delivered numerous projects for both local and International clients. Saurabh has over 8 years’ client Digital Marketing experience in helping corporations such as Globussoft, Sjain Ventures, Strategum. Eden Group and others to drive online visibility and generate leads that have resulted in new business online. He started, developed and sold a social network before social networking was a widespread term. As the lead Digital Marketing Strategist for Companies, he has led online marketing programs in Web Design, Web Development, Search Engine Optimization, Pay per Click Advertising, Online Marketing Campaigns, Social Media Marketing Strategy and Online PR for B2B professional services companies. Currently, he manages all SEO, SMM, Adwords, CPA activities for the firm’s top clientele

University of Engineering

CSVTU, Bhilai

College of Awesomeness

Raipur Institute of Technology

School of Amusement

Holy Cross, Byron Bazar, Raipur

Digital Marketing Manager

Eden Group

Project Manager


Team Leader

Sjain Ventures

Business Analyst


My Skills


Number of Hours in Support


Happy Customers


Projects Done


Audit Report Submitted


Website Development

I can create Blogger, Static, Dynamic, Mobile reposive websites


Get traffic in 6 months duration with my secret SEO and SMM service

Google Adwords

I can deliver Google adwords campaign for your business, my remarketing and mobile ads will surely give your business a nice boost in ROI

Video Creation and Shoot

Video now a days the kept on prior basis to showcase what you and what is your business is, i will personally visit your office and have a business photoshoot and create corporate video


Its my passion and i officialy carry my Gopro whenever i am at work, because i like to capture everything i can and i cant miss the same

Unlimited Support

Support is such which i care the most, i will be available on Skype, Email, Whatsapp, Facebook, Instagram to help you whenever you need my help, before or after the project


Digital marketing course in Kolkata | Brandingurus

Best digital marketing course in Kolkata get certified with a job ready course.

How can we help you to learn digital marketing?

1.     We provide an interactive classroom session with max 8 to 10 students per batch 
2.     Hands on training with live projects 
3.     Updated curriculum of 2020 
4.     Placement assistance 
5.     Flexible timing as per students need 
6.     Located in Prime location of Kolkata that is in Park Street

Are you looking for the digital marketing course in Kolkata? Brandingurus is one of the best digital marketing training institutes in Kolkata offering Training for the past 3 years. What the company believes is that they started with an idea of digital marketing in India to provide the best of the services to all the college students and entrepreneurs. Digital marketing is a vast and unexplored universe. It is the newest trendiest skill that the market is seeking to acquire in 2020.

A lot of companies which requires digital marketing specialist should have the experience as well and the search for digital marketing course is growing and demand its a skill that helps you upgrade and opens the door to plenty of opportunities in Kolkata.

 BrandinGurus believe that digital marketing institute in Kolkata is not just a course but a much more for a particular student digital marketing is situated in Park Street, which is dedicated to educating on the digital marketing course the course here is a classroom training program that takes you to the basic to advanced understanding of digital marketing concepts all of our digital marketing training programme are designed to make your journey journey into the online world fun and interactive with a focus on practical implementation on real time live projects of clients.

The company also believe that there is always more to learn and that's what we focus on what better way to do this is an interactive setup that encourages the exchange of ideas with students everything from our classroom to our curriculum and also for teaching methodology is designed keeping this Belief in mind so you as a graduate not just as a confident digital marketer but as a confident individual in any of the companies 

Eligibility for the digital marketing course in Kolkata?

Anyone with an interest to learn digital marketing can take up the digital marketing course. There is no pre-defined eligibility to do the course with a basic knowledge of English language, internet and Microsoft Office you can get started no coding or programming knowledge is required to learn digital marketing 

Our digital marketing course duration is 90 days with batch timing of 10:30 a.m. to 7 p.m. all day

Digital Marketing Training Institute in Kolkata

Marketing is booming and you can make a killing,as a professional as a marketer.But if you're trying to learn marketing,by just Googling stuff, things are going to be very confusing.You'll get conflicting advice from different websites,and you're just going to be like "Oh my God, I'm going to give up.",So today I'm going to break down the best free resources,for you to learn marketing s you can hit the ground running,and jumpstart your marketing career.Hi everyone, I'm Saurabh Banerjee from Brandingurus - Digital Marketing Training Institute in Kolkata and today I'm going to break down,free resources to learn marketing in 2020 digital marketing courses and certifications

The first place that you can learn online marketing is Google's Online Marketing Challenge.This is a course that's probably,one of the most comprehensive out there for beginners.Not only does it give  students a real world experience,into marketing, but it also offers a global academic panel,which is essentially modules that cover various aspects,of digital marketing that are taught,by top academic panelists.Students then get to work with nonprofit companies,to build online advertising campaigns.we're giving a budget of $100.Students compete to show off their best advertising skills which isn't expected to be much as this is for beginners.However, it's important to note that this option,does have a competitive angle.It isn't just courses it's actually applying what you've learned.The next one is Social Media 101 course by Constant Contact.This course essentially teaches you step-by-step,on how to build your social media presence,across various platforms using what you learned on channels like Facebook Twitter, LinkedIn, Pinterest, Instagram, Google My Business Snapchat and even YouTube.

This course gives a lot of practical value to students,by giving them examples of lessons,as well as offering how-to guides and glossaries.The best part, the tool is completely free.The next one for you, HubSpot Academy.HubSpot Academy offers digital marking courses,in nearly every subject, even allows you to get,a certification when you're finished with the course.That'll look great on your resume.From advertising to growth marketing,all the way to website design, HubSpot offers a plethora,of different design courses for digital marketing beginners.They offer many different forms of teaching,including guides, webinars,and even provide different marketing templates like social media editorial calendar templates.The next one for you, Google Skillshop.It's Google's official platform where you can learn,how to do marketing using Google's products,like Google Ads, Waze, Google Analytics,and Google My Business.You can essentially learn how to run paid ads,on Google's platforms like search, display, network their mobile ads, while you're learning how to do marketing,for local businesses and measure the results,within Google Analytics.

A good example of this,is you can learn how to run ads within Gmail.Right, Gmail has a ton of users but very few people,in marketing run ads on Gmail,versus running it on Google search.It also has training ranging,from introductory to advanced courses so it can be helpful whether you're just starting out or you already have some experience.You can even get a certification from Google itself.I've seen quite a few companies love this,and find value in it, and again,it helps with your resume.The next one, SEMrush Academy.A lot of people use SEMrush as a SEM content marketing tool,but many of them don't know,that it goes above and beyond the basics.There's tons of other features in there,like they'll even tell you traffic that a website has demographic information and the list keeps going on and on.Their training offers both basic and advanced concepts,so it works for both beginners and pros they can all benefit from this.It's just not about SEMrush they don't just constantly promote their tool it includes things like technical SEO, link building queue research and content marketing.It's free and they offer certification as well.

The next course for you, Facebook Blueprint.This is Facebook's official training,that'll walk you through some of the different topics,on marketing on Facebook and Instagram.It ranges from creating ads,to managing your Instagram business account.Much like some of the other sources I've shared this platform is great for beginners and advanced marketers,where they can learn a lot,because Facebook really goes into the nuances,of how to use their platform.It also offers a certification, which again is great if you're looking for a job for any other ad agency,or any marketing position within a corporation.Copyblogger also offers a course it's called Internet Marketing for Smart People.Copyblogger has been around for a lot of years they have a lot of high quality content,on blogging and content marketing.It includes cool things like direct response copywriting,and coming up with offers,that you can sell to your audience.

It will basically give you a framework,to start an online business from scratch covering a lot of the marketing techniques,that weren't necessarily covered,in any of the other courses I talked about.So it's definitely worth checking out.In conclusion, my honest opinion is there's a lot of courses that are worth it but the ones I mentioned are some of my favorites,that you don't need a spend a dollar on.They're effective, they're great they offer a lot of benefits,and they'll help you throughout your journey,in digital marketing especially if you're looking for a job.Now if you have any questions on any of these courses,or others, leave a comment below and I'll answer it.

What is SEO in 2020 and importance of Backlinks

As the saying goes, the best place to hide a dead body is on the second page of Google and it is because only 0.78% of Google searchers click page 2 results. So this tutorial is all about higher rankings and especially getting you off that second, third or tenth page.

SEO in 2020 and Importance of backlinks!

SEO helps you grow your search traffic, research your competitors and dominate your niche. Your website and content should meet a certain level of quality. Generally speaking, your site should be mobile-friendly, load decently fast, have clear navigation and UX, secure HTTPS, hassle free technical SEO issues and well written content. These are not only some of the direct Google ranking factors, but the process that can produce much better results if your website is old.

Now, I'm assuming that you have existing pages which are targeting keywords. Alright, so here's the entire process as a flow chart. Feel free to take a screenshot for your own records and let's begin.
Step 1 is to check the strength of the competition. On a battle ground, you need to know who you're up against and since you want to rank on the first page of Google, your competition is obviously going to be with the top 10 results. Now, at this stage, we just want to do a quick spot-check to see if the websites ranking for this keyword are out of our league.

So let's say you have a relatively new SEO blog and you want to rank for "SEO." You'll find that the top pages are well-known brands like,Moz, Search Engine Land, Wordstream, and Google. Chances are that you probably will not be able to compete anytime soon. Whereas something like affordable SEO services for small business shows sites you probably haven't heard of. So this can be more within your wheelhouse. Secondly you also need to look at website authority. At Ahrefs, we use a metric called Domain Rating or DR. This represents the overall strength of a website's backlink profile. Now, while I don't use this as a main metric to gauge ranking difficulty, it can work well to spot check the relative "strength" of a brand from an SEO perspective.

If you have an Ahrefs account, just go to Keywords Explorer and enter your target keyword. As you can see here for the keyword "SEO," all of the websites' Domain Ratings are quite high. So if your DR is let's say 30, then you probably won't be able to compete as for the keyword "affordable SEO services for small business," you'll see Domain Ratings ranging from 60 to 86. So for DR 30, I'd say you need to go that extra mile to achieve that higher DR. If you've chosen a keyword that's too competitive now, go back to keyword research.

If your keyword is rankable, let's move on to the next step, which is to make sure that your page aligns with search intent. Search intent means the reason behind a searcher's query. For example, if you search for "how to make a website," you'll see that almost all of the ranking pages are how-to guide with step-by-step instructions. To determine search intent, just Google your keyword and identify the 3 C's of search intent.

The first C is content type which may belong to top pages of blog posts, product, category or landing pages. For example, the type of pages ranking for “buy protein powder” is all e-commerce category pages.

The second C is content format and this applies mainly to when you're trying to rank informational content. Common formats include: how-to guide step- by-step tutorials, list posts, opinion pieces, reviews and comparisons. So if we look at the top pages for "best tasting protein powder," you'll see all pages are list posts.

The third C is content angle. This one is a bit harder to quantify than type or format, but content angle is generally the dominant unique, which sells proposition used by the top-ranking pages. For example, pages ranking for "best protein powder" almost all have the current year in the title, which to me says that freshness is the angle; whereas the pages ranking for "blogging tips" are taking the angle of "for beginners."

If you try and rank for "blogging tips" with an article called "17 Advanced Blogging Tips for Professional Bloggers," it might be tough to rank. The prime reason is simple- The better you can match the searcher's query, the better your chances of getting high ranking. If your page doesn't match search intent, you'll want to update the page as required. But if your page is matching intent, let's move onto the next stage, which is to ensure that your content covers the topic in full. The way that you and I look at topics might be very different from the way Google looks at them.

For example, if you and I were to talk about the best watch brands, I might talk about Apple and you might talk about Omega. Ask five more people and you might get five completely different responses. Now, looking at Google's top 10 pages for this query, it's quite clear that you need to write a list-style blog post that focuses heavily on luxury brands. And if you visit the pages, you'll notice something interesting. All of them mostly mention Rolex. So this is probably a brand you should include too if you haven't. Now, this is probably just a hypothesis based on observation.

So if you want to take it a step further, you can also do a Content Gap analysis at the page-level. Just take few top-ranking pages and paste them in the top section of Ahrefs' Content Gap tool. I've already done this with 5 relevant pages, so let's run the search. Now you can see queries that one or more of these pages are ranking for. Just sift through the keywords and you'll get a better idea of subtopics you should talk about. Now, if your content isn't up to par, then rewind and follow these steps. But if you've covered your topic in full, move on to the next step which is to estimate the number of backlinks you'll need in order to build them. Backlinks are an important ranking factor. Not only Google says this, but almost every industry has found a positive relationship between organic search traffic and backlinks. Now, there's no way to know an exact number of backlinks required because not all backlinks are created equal. But we can get a rough estimate using Ahrefs' Keywords Explorer. Just search for your target keyword and just below the Keyword Difficulty score, you'll see a little note that says,"We estimate that you'll need backlinks from around 43 websites to rank in the top 10 for this keyword." The way we come up with this number is by taking a weighted average of the number of unique websites linking to the top pages. So, while this can work as an eyeball metric, I recommend scrolling down to see the top 10 pages so that you can analyze other factors, like topical relevance of the pages and domains as well as website authority.

We already know that backlinks can help boost the authority of your page. But internal links can also help tremendously. To find pages you should add links from, just go to Google and search for and then a keyword that's relevant to your page. You'll then see all indexed pages from your site that has keyword somewhere on the page. Visit the pages and add internal links where relevant. Generally speaking, the more "authority" you've built to the linking pages, the more "authority",it can pass to the linked pages. If you don't have any authoritative pages to link from, then I highly recommend watching our video on the "middleman technique," which is an SEO strategy built on the foundation of strategic linking. Now, after you've done everything up to this point, it's just a matter of waiting. How long? Well, that depends. After studying 2 million keywords, we found that less than 5% of the top 10 pages were less than a year old. So rather than sitting around twiddling your thumbs go and repeat the process for different keywords and pages. But before you get all pumped up to do that, there's one very important thing you should know. Ranking on the first page of Google may not be the answer to solve your SEO woes. If you look at this CTR curve, you'll see that there's a huge drop-off after the first 2 or 3 positions which means that if you're ranking in position 10, you'd only get around a 1% click-through rate. So to put this into perspective, if you ranked in position 10 for a keyword that gets searched 1000 times per month, that's only 10 search visitors, which may not be worth the effort. So instead of just going for a first page ranking, shoot for the top 3. And this will often come down to matching search intent, creating thorough content and building more links.

Well folks, this is it! See you in the next tutorial.

Brandingurus | Digital Marketing Training in Kolkata

We are in 2020 and assumably nearly 600 million people would be the booming netizens across India. This thirst of digitalization has raised the benchmark for plethora of digital courses which is probably available in every nook and corner of the country. What we precisely need is to hit the bulls eye and mould every amateur into professionals who can cater to the shooting demands of industries. Although there are many who have jumped in the digital world, but there is always a room for precision.
If we look couple of years back there were lot of speculations when people began to consider digital marketing as a profession and developed certain jargons for it. Apparently the digital learners now want to seize every domain of industries and carve a niche for themselves. This need for specificity has sprinted the digital training platforms to provide the best in the market.
Kolkata, the city of joy needs some real astonishing digital transformation. There is no doubt that there are several digital training institutes available for up gradations but we at Brandingurus are loaded with exciting, advanced and remarkable courses which is at par with the rest.
Come and resonate your inner self, validate in new techniques and connect some exciting digital dots at Brandingurus, Kolkata!

Now lets come on the course material for what it makes us best digital marketing company in kolkata:

1.      We are providing 1 year LMS (Learning Management System) to our students where all the contents will be uploaded and explained
1.      We are providing video centric practical approach to activities like SEO, Facebook ads setup (+advanced), Google ads setup (+advanced), Website development in Wordpress, creating blog content, creating ad copies and lot more.
1.      We are also providing a forum section where students can upload any softwares that they find is free of cost over internet based on Digital Marketing
1.      We are proving QnA section to all where if one students has any doubt on any subject then eighter the faculty can reply to that answer or a student can also reply from another batch
1.      We are also providing refer and earn business model where if one registered student can get bonus money during class hours and can use that money on his facebook ads or google ads
1.      We are also making our Content change every 3 months duration so that our content doesn't remains old. It has to be updated as the market changes
1.      We are also providing push notification system to our student so that if they miss any of the class they get it over there PC as in push notification
1.      We are providing 3 best real time money making methods to our students through which i have gained success. These methods are not old are not saturated as well.
1.      Our class is open from 10:00 AM to 7:30 PM as is based in Park Street
1.      We are also giving one on one training from foreign highly named Digital Marketers once we end up our class hours, so that we can learn from what are they doing to overcome business models on Digital Marketing activities

So what are you waiting for? Join Kolkata's Digital Marketing Training in Kolkata

You may call us at 8319355532 or visit our campus directly Room No 325, Karnani Mansion, Mother Teresa Sarani, Taltala, Kolkata, West Bengal 700016, India

You may book our Demo as well, just give us a call and you can book our slot

5 PPC Trends to Get Ready for in 2020

Predicting the future is never easy – particularly in the world of PPC. Even with all the campaign data in the world, you don’t know the latest trends until they hit.
It’s a tough task staying on top of all the updates released by the likes of Google, Bing, and YouTube. It can be even harder to learn new things and quickly adapt to the changes.
On October 23, I moderated a sponsored SEJ webinar presented by Adzooma’s Puneet Vaghela and Sal Mohammed.
They shared the five biggest PPC trends coming up in 2020 and how marketers can increase paid search performance while staying on top of the latest industry changes.
Here’s a recap of the webinar presentation.
marketing trends
We’ve all seen developments happening in the paid search front over the past 18 months from both Google Ads and Microsoft Advertising. Some of the changes involve:
As innovation in digital marketing continues to grow at an exponential rate, smart PPC pros need to keep up with the market.
Here are five trends you should be looking at in 2020 in order to stay ahead of the game.
1. Audience Segmentation
Audience segmentation is based on taking a group of people who have interacted with you online – either on your website, your CRM database, through a YouTube channel or one of your other social media channels.
These people are then segmented based on:

  • What URLs they’ve visited on your website.
  • How they’ve interacted on your site (i.e., whether they’ve purchased).
  • What videos they’ve watched.

  • Then they’re placed into buckets that serve specific ads based on how they interacted with you.
    This allows you to increase or decrease bids to make sure you’re more or less prominent to your audiences based on the value that they have on your business.
    Although it seems very in-depth, this is still the most basic way to use audiences.
    However, as we gather more and more data on our customers and audiences, we can begin to break them up into specific buckets and thereby making our messaging even more personalized and our bidding strategies more informed based on specific data points.

  • What type of user are they? Where did they leave your site? Did they purchase something?
  • What are your audiences interested in?
  • What age and gender are they?
  • What demographic group do they fall under?
  • Where are they searching and browsing for you or your products? What device are they on?
  • Are they coming from other websites? What keywords are they finding you through?
  • Where are they in their life? Are they happy? Are they sad? Are they angry?

  • The inclusion of specific data sets, as well as inferred emotional data, means that you can make your ads extremely bespoke to the people you want to target.
    You can also identify exactly which type of person you should be spending your resources on to grow your business.
    Make sure to create audience lists in Google Ads to leverage this opportunity.
    How to Create an Audience List
    Step 1: In the top right-hand corner of your Google Ads account, click the Tools & Settings icon. Navigate to the Shared Library column and then click Audience manager.
    How to create an audience list - step 1How to create an audience list - step 1
    Step 2: In Audience manager, click on the blue circle with the plus sign to start creating a remarketing list.
    How to create an audience list - Step 2
    Step 3: Once there, you’ll have a drop-down menu of where you actually want to create your list. You can either choose from:

  • Website visitors.
  • App users.
  • YouTube users.
  • Customer list from your CRM database.
  • Custom combination.
  • How to create an audience list - Step 3
    Step 4: In this step, you’ll actually create your list. First, you need to name your audience.
    How to create an audience list - Step 4
    Next, select the List members – the type of visitors from which you’d like to create an audience. You’ll then have to identify specific rules according to the type of visitors you choose.
    Click on Create Audience once done.
    Step 5: The final step is assigning your audience to a campaign or ad group.
    How to create an audience list - Step 5
    On the left side of your Google Ads account, left click on Audiences. Once you’re in Audiences, click on the blue circle with a pencil inside.
    You’ll then get the screen on the right where it says Edit audiences. Here, the first drop-down Add to – you can either choose Campaign or Group.
    Once you’ve chosen which level you want, on the right-hand side you can then choose which campaigns or ad groups it actually goes into.
    You then have two options:

  • Targeting: For narrowing the reach of your campaign to specific audiences, and get reports.
  • Observation: For getting reports on additional items without narrowing the reach of your campaign.

  • Click Save. Your audience list is now into your campaigns and ad groups.
    So What Do You Need to Do?

  • Ensure you’ve created audience lists in Google Ads.
  • Use the data from visitors to your site to identify the most prominent and lucrative audience categories.
  • Begin creating more granular lists based on these criteria and create different campaigns and ad groups for each.
  • You should be maximizing your budget toward these audience-based campaigns.

  • 2. Automation & Account Management
    Automation has already started – but it’s going to be even more important in 2020.
    We’re already seeing it in:

  • PPC optimization: Automating the ability to identify opportunities within your PPC account to make changes and improve performance and account hygiene.
  • PPC account management: Automating rules within your account to manage bidding and daily account management tasks.

  • That said, not enough automation is being used in the industry currently. Automating processes, such as bid management, can help marketers harness the power of automation.
    Target CPA and ROAS are great examples of how this has been implemented already in day-to-day account execution.
    And even if you’re reluctant to let go of manually managing your bids, then there are other areas where you can apply automation to.
    A number of companies are emerging to knit together optimization across properties such as Albert, an AI tool that takes data from across all of your marketing activity and decides where investments should be focusing.
    Moment marketing tools such as Mporium will allow marketers to automate changes to the campaigns based on triggers from third-party sources such as TV, social media content, weather, and even stock market changes.
    What Will Be Different in 2020?
    In 2020, there will be an even bigger light shined on marketing performance, with clients and businesses requiring more data analysis, reporting, planning, and servicing.
    With more businesses advertising online, it will become more difficult to cut through the clutter.
    There will also be a higher prominence of automation tools to help you with optimization, daily tasks, reporting, project and account management.
    What Should You Be Doing About It?

  • There are plenty of ways to leverage automation in paid search:
  • Use scripts in Google and Bing to automate account management alerts and changes.
  • Invest in optimization servicing tools (OSTs), such as Adzooma, Search Squared or GOA.
  • Use bidding rules to manage the performance of your campaigns.
  • Set up alerts across all your activities to inform you of major changes.
  • Set up automated reporting, reduce manual reporting time.
  • Spend more time analyzing your data and audiences to deliver the best experience for your customers.
  • Test Smart Campaigns in Google Ads to hit your target KPIs.

  • 3. Voice Search
    ComScore predicts that by 2020, 50% of all searches will be voice searches.
    So what does this mean for PPC?
    This means that the search terms that trigger ads to appear are going to change as people interact in a more conversational way with their voice-enabled devices.
    Obviously, we’re still quite a long way away from seeing paid search within voice.
    That said, it would be beneficial to:

  • Start using more conversational and long-tail terms in your keyword targeting.
  • Make sure your landing pages are more conversational as well for both the UX and for SEO reasons.
  • Test and learn more long-tail terms in 2020, measure the impressions and impression share on them, as well as the CTR and CVR.

  • 4. Visual Search
    Search is becoming more visual. Now, you can upload an image to a search engine and use the engine to find you relevant results based on other images similar to the one you uploaded.
    Surprisingly, this development first came from the social media world with Pinterest releasing its first visual search tool in 2015. They have since refined their visual discovery tools with the introduction of Pinterest Lens in 2017.
    Other social channels such as Instagram and Snapchat followed suit, allowing users to search with images.
    Last year, Snapchat announced a Visual Search partnership with Amazon which allows users to search products on Amazon straight from the Snapchat camera.
    So what does this mean for PPC?
    Bing has also released its own visual search engine which allows people to do the same thing but use their entire index of the web as their source of information – much of the info that is on a retail site or social network platform.
    So What Do You Need to Get Ready For?
    Preparing for the growth of visual search now will make it easier for people to find you in the future. You should:

  • Start thinking about images that showcase your offering on your website.
  • Ensure they have the correct ALT text on them so the SERPs can pick them up.
  • Ensure you’re using the best images to showcase your products or services.
  • Use multiple images where possible so the SERPs have a choice of what to index.

  • 5. PPC & SEO Integration
    The relationship between PPC and SEO will be an important area to address moving forward. Both have their advantages and disadvantages, yet they can be used together to maximize your results.
    In 2020, make an effort to integrate PPC and SEO through:

  • Keyword unearthing.
  • Efficient position strategy.
  • Data and information sharing.
  • Increased SERP coverage.

  • What’s the Best Way to Do This?

  • Use PPC data to inform SEO of the most viable and profitable keywords to target for organic ranking boosts.
  • Use SEO ranking data alongside PPC bidding to identify which keywords you should be paying for and which ones you shouldn’t.
  • Use PPC copy data to help identify the best messaging to use for meta data in SEO.
  • Use PPC advertising alongside SEO organic listings to make your brand more prominent on the SERP against competitors.

  • Bonus: Attribution Measurement Will Be Your KPI in 2020
    Attribution is key to understanding the true value of your PPC spend. Make sure to use Google Analytics or other analytics tools to measure the direct and indirect effect of your target keywords on your overall business.

  • Do generic keywords play a part in brand awareness?
  • Do upper funnel keywords drive people to their end goal?
  • What other channels are effecting my PPC activity?

  • Answer these questions and use the data to plan your marketing spend.
    Here are just some of the attendee questions answered by Puneet Vaghela.
    Q: What are some automated rules most B2B companies should leverage in Google Ads?
    Puneet Vaghela (PV): B2B companies tend to be more lead focused, and so the most important metrics will be interaction with the website, buttons that have been clicked, form engagement and completion, and telephone calls and call interaction.
    These are all metrics you can find within Google Ads and through Google Analytics, and import them into your Google Ads account to set up automated bidding.
    Set up goals within Google Analytics to track how people interact with your site (e.g. for a form), set up goals for each step of the form process. Link your Google Analytics with your Google Ads, and import your goals into Google Ads as a conversion type.
    You can then start using automated bidding or CPA bidding based on these metrics to understand which keywords are driving the more engagement, and then push more budget into these areas.
    You can do the same with call tracking, as this is also a feature on Google Ads. Each call is recorded as a conversion, based on what length of call you set to be a conversion.
    So if you know that for your business, conversions take at least 3 minutes to complete over a call, then set the call length to 3 minutes and all calls over 3 minutes will be recorded as conversions in Google Ads. You can then auto-bid toward these conversions as well.
    Q: You talked about how SEO keyword rankings can be used to adjust PPC strategies, but what are some ways we can use PPC data to change SEO strategy?
    PV: SEO requires a more timely strategy, and so when you decide to optimize your site for a set of keywords, the only data you have is either from existing SEO traffic, or what you research on keyword tools.
    However, as PPC allows you to gather real-time data at keyword level, you can identify the highest converting terms for your business from PPC, and then decide to SEO these terms.
    Using the Search term report from PPC allows you to see which long tail and less competitive terms are driving conversions for you, and from here, you can start identifying more terms to SEO that will be easier to rank for, allowing you to reduce your PPC budget on these terms and re-invest it into other keywords that are more competitive.
    You can also use PPC audience data to see what types of people are interacting and converting on your site more, thereby tailoring your content and landing pages for SEO based on the people most likely to see them.
    Q: Do those voice search statistics hold true for B2B searches as well? I see people making voice searches for a new pair of pants, but not for business solutions.
    PV: I agree. The voice search revolution will be mainly for consumer products, as these are the ones that people will gain the most efficiency from on a day-to-day basis. B2B searches require more research, and also, the volume won’t be as high as for B2C searches.
    However, we’re seeing more and more searches for B2B coming through smartphones, and a study by Google and the Boston Consulting Group has predicted that 70% of all B2B searches will be on a smartphone by 2020.
    This means that people searching for B2B products and services will be on the move more, and so will be looking for information more directly.
    However, as more people use their smartphones, the likelihood is that they will begin to use them for their work lives as they do for their personal lives, and so if they are using voice search to find a pair of pants, they will probably transition into using voice search if they are looking for a conference venue or supplier of office equipment.
    Q: What keyword research tools do you use for voice search terms? Are these long-tail keywords different than the keywords you would find for traditional search?
    PV: There is no specific keyword research tool for voice search terms. As mentioned in the webinar, voice search will involve more conversational terms.
    For example, rather than someone just saying “clothes shop”, they will interact with their device by saying “where is the nearest clothes shop to me?” This means that search terms will be more long-tail.
    To identify these would be the same as setting up specific long-tail campaigns. Use the search term report in Google Ads to see which search terms triggered your ads, and the more conversational ones are most likely to be activated by voice.
    At the same time, use the Google Search Console to analyze your top URLs and gather a list of keywords from there to expand on.
    You should also use Google Autocomplete by typing in a top level keyword you are targeting or looking to target, and then see what suggestions appear on Google.
    You will probably notice a lot of question and long-tail based terms appearing, which you can take and target in a separate campaign to analyze performance.
    Q: Can you please provide a good practice for alt text on pictures?
    PV: This is something a lot of people don’t do well. It’s imperative to make sure that Google and Bing understand the context behind your images.
    Don’t use fragmented sentences to stuff keywords into it, but use descriptive sentences to say what is in the image. It’s also important you don’t use too many characters when describing your picture.
    Keep it to about 120-140 characters, which allows the search engine bots to understand what your image is about. Make sure you’ve got your descriptive sentence in within this limit.
    On top of this, use the keyword you want the image to appear for, but don’t stuff it in, make sure it flows naturally within the description. Usually, one or two mentions of the keyword are enough. Remember, content is king, readability is more important than volume.
    And also, don’t describe the image as an image. Use alt text that just describes what is in the image, do not start it with “image of…”, that would just be a waste of characters

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