How FMCG Brands can reach to the right target markets using Google Display Network

This week my blog post is about How FMCG Brands can reach to the right target markets using Google Display Network?it is very important topic in now a days because most of the consumers and businesses are  more engaged in online.

Basically Google Display Network provides opportunity for paid search advertising and display media advertising.So these two mediums can be used by FMCG Brands to do the advertising.The main difference between these two mediums is cost structure.Display media is usually bought on a cost-per-thousand(CPM) basis,meaning the advertiser pays each time 1000 impressions are served.Thus,each advertiser's display media impression must be valuable placement.In Cost Per Click advertising the advertiser only pays when their ad is clicked on.

Now a days targeting is critical for FMCG Brands to reach the right audience at the right time in digital advertising,the implications of highly specific targeting are usually more essential for display media to ensure that impressions are not lost on an extraneous audience. However, all targeting options in the GDN are available for purchase on a CPM or CPC basis for  both text and display ads,depending on the advertiser's goals.

The FMCG Brands can do different types of targeting using Google Display Network and they are as follows;

Contextual Targeting-Selecting specific keywords and/or topics where the advertiser would like an ad to appear.Contextual targeting is done on the page level,not the site level for maximum relevancy.

Keyword Contextual Targeting-FMCG Brands can select certain keywords that are relevant to them,and bid to appear alongside this content.This ad may appear on any site across the GDN where there are those keywords on the page.The scale of this method of advertising could be very large,depending on the keywords that are being targeted.It is usually recommended to layer this type of targeting with another method to increase relevancy and minimize waste.

Topic Contextual Targeting-They can select certain topics that are relevant to them,and bid for their ad to appear on pages of these sites.This ad may appear on sites across the GDN that are categorized under that topic.This method is very broad-reaching as well,and is usually recommended in combination with another targeting method for an advertiser interested in reaching a specific audience.

Placement Targeting-Under this targeting they can select certain sites and/or sections of sites that are relevant to them,and bid for their ad to appear on pages of these sites.These sites can be selected by the advertiser using Google Tools such as Ad Planner,which uses Neilson data to index sites in the GDN based on:

• Demographics(Household Income,Age,Gender,Education)
• Online Activity(Other sites Your Audience Visits,Keywords Your Audience searches For)
• Interest Categories(Foods and beverages,women's interests. 

Behavior Targeting-They can select certain topics that are relevant to them,and bid for their ad to appear across the GDN to users who match those interests.This method can be used to reach a large audience as well as a more targeted,niche audience.A user's interests are either declared interests(through the Ad Preferences Manager),or are inferred based on their browsing behavior,specifically their recent and frequent site visits.This method of targeting is usually used for broad-reaching awareness campaigns or advertisers that seek site visitors that abandoned part of an intent funnel.

Inferred Demographic Targeting- This can be done using the registration information of you tube and other undisclosed sites in the internet.This helps to target the specific audience that advertisers want to target.

Below is an example of an how  FMCG Brands can use a Google tool,Ad Preferences Manager,to target select audiences.

Hope you got some idea about how FMCG brands can use Google Display Network to reach their target audience.

Cheers,

Isuru.

Why We need Google Plus ?

This week we are allowed to write a blog post about whatever the topic we would like to express our idea.Therefore I decided to choose some topic that we learnt in last week lecture.So it's" Google Plus".
Google plus is one of the social media platforms which becomes famous in day by day.

According to Mr.Rohan explanation it is bit like Face Book.But it's not exactly same as the face book.Google plus is a social network where we can share our similarities such as updating status on our profile and our friends can view them on their home page.Google Plus calls our friends and followers as circles.

Google Plus gives you a great opportunity to write about your interests and wants on your profile.If you have any other social media profiles,from Facebook,to Instagram and Pinterest,you must add them to the links section of your Google+ profile as well.

You can find people to add to your circles pretty easily based on your interest with Google's search feature.Like Twitter,the odds are in your favor that if you add them to your Google+ circle,they will follow your account back.Doing so can increase your odds of exposure when you start sharing your content with the world!

Similar to Facebook's "like",Google has"+1" votes.The more +1's your pages and posts the better.Those social signal votes,let Google know that what you're sharing is being read and shared.Google+ profiles and pages can have a significant impact on search rankings.

Based on your google plus account the google will give you a personalized search results and it will be a added advantage on you  to build  your personality among your friends also.Google+ provides you the accessibility for all the products of google such as Reviews,Maps,Chrome,Ads,Hangouts Reviews,Youtube,Drive,Calender and Wallet.

According to my perspective by having Google+ profile will leads you to be a unique person within the social media platform.

Cheers,
Isuru

Twitter as a customer service tool

This week I'm going to talk about Twitter as a customer service tool.I'm totally new to twitter network and I didn't much aware about the twitter up to last week lecture.Therefore I would like to give you a brief idea about what is Twitter?

According to WIKIPEDIA,Twitter is an online social networking service and microblogging service that enables its users to send and read text-based messages of up to 140 characters,known as "tweets".But most of the people are not using the Twitter effectively because of the lack of knowledge.In other hand there are lot of advantages in Twitter as a customer service tool.According to scholars Customer service tool can be defined as a tool to build customer loyalty and passionate customer loyalty.Therefore businesses can use Twitter to give their customers a better service.As a business body it is mainly  focus on building brand awareness.So a dedicated customer service twitter handle diverts customer service issues away from a primary Twitter feed,while also providing a very public way to interact with their customer base.

Through friendly tweets about the company we can enhance our brand image.Other than that we can use it as a effective way to response for the customer complaints.Cost reduction also another important advantage of the twitter because it can reduce customer service time,which can save money.On the phone,a chatty or angry customer will relate his life story before getting the point.Twitter interactions are so limited that they must get right to the point.Not only that but also it helps to build followers who are interested in our brand.


Now I'm going explain you how does Twitter acts as a customer service tool.Because of the following characteristics we can identified  Twitter as a customer service tool.

• It's able to give speedy reply.

In twitter we can get a speedy reply every issue which placed in the twitter.The people are engaged with the twitter within the 24 hrs.Because tweets can be appeared as a text message also.So compared other social media twitter has the speed.

• It's personal than other media platforms

The other important benefit is the ability to interact with customers on a personal level.This improves trust in the brand and shows the customer that the company is going beyond the call of duty to solve their problem.It makes every effort to replicate face to face interaction.

• Engagement

Twitter works as a platform for meeting customer expectations and dealing with queries and problems.It is growing in demand and popularity as the relationships between brands and customers becomes more conversational.Trough the use of interesting content,the brand is able to interact with new sectors of its audience,creating new customers through this engagement.

Now I think you have better understanding about the twitter as a customer service tool.

cheers,

Isuru