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How can you define the value of Google Search ads?

Search Campaign helps the potential customers to have their searched product or service in front of them at the very right moment. So, Search Campaign pertains the huge importance.

Every day, about 3.5 billion searches are made using Google Search. Everywhere, people are searching for information, shopping online, comparing product prices, getting directions, or just learning something new. Google’s mission is to organize all this available information and make it accessible and useful. 

What are the three main marketing objectives can be achieved through Google Display ads campaigns?

Here are three main marketing objectives can be achieved through Google Display ads campaign:

I   Build awareness
II  Influence consideration
III Drive action

I ) Build Awareness: Select  build awareness as your display campaign marketing objective if you want to reach a broad audience and maximize your brand exposure.

How we can build awareness among the targeted users.

1. Demographic Targeting: Demographic targeting enables you to show ads to users based on a combination of declared and inferred data. You can target based on age, gender and parental status. 

2. Affinity audiences: With Affinity audiences, you can reach TV-like audiences based on a holistic picture of their lifestyles, interests, and passions. Choose from over 100 segments based on online behavior. 
Google’s best-in-class algorithm distinguishes these users that are truly passionate about a topic rather than those that are merely interested.

3. Custom Affinity audiences: If one of the 100+ off-the-shelf Affinity audiences doesn’t meet your needs, create your own with Custom Affinity audiences. This feature allows you to define and target custom-made audiences, giving you substantive


II )  Influence consideration: Select influence consideration as your display campaign marketing objective if you want to engage with users that are actively researching products or services.

Let's see how we can influence the audience who wants to engage with the product/ service you are offering.

1. In-Market audiences: Reach potential customers while they're actively browsing, researching, or comparing the types of products you sell and are close to a conversion.
Using precise segments that classify users based on their demonstrated in-market behavior and purchase intent.

2. Custom Intent audiences: It is used if you want to create a tailored audience that isn't covered in one of our In-Market audience segments.
Simply enter keywords or URLs that best represent your audience or choose from one of our auto-created audiences.

3. Similar Audiences: Similar Audiences finds users that are similar to an original remarketing list or other uploaded compatible list. It finds users that are similar in profile based on their recent browsing and interests around different topics.

 

III)  Drive Action: If the objective is to re-engage with users that have already shown interest in your brand, one should always select Drive Action as an objective.

How we can reach the users to re engage so they make a purchase.

1. Remarketing: Remarketing lets you show ads to the people who demonstrated their interest in what you offer with their visit to your website or app.

2. Standard remarketing: Show ads to your past visitors as they browse network websites and use network apps. Communicate with people who've previously visited key pages on your website across screens, giving you a powerful new way to match the right user with the right message.

3. Dynamic remarketing: Work to boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website.

What's the value of Google Display ads?

Google Display ads helps to deliver relevant advertising as people browse the web. It connects your business with your customers —future and existing. Display campaigns are where you set how, when, and where your ads show.
With a variety of bidding options, popular ad formats and transparency into performance, Google Display ads drives results every day for thousands of advertisers around the world. 

 

Following are some benefits we get from Google Display Ads:

Massive Scale: Run your ads and connect with your audience through Gmail, YouTube, and millions of other websites

Measurable performance: Maximize results with Google Display ads' measurable performance.

Easy campaign set-up: Once you indicate your marketing objective, Google Display ads will bring you the features and options that are relevant to what you want to accomplish.

Powerful intent signals: Google provides best-in-class intent signals to place ads against the most relevant content, driving your marketing results.

How many types of Google Ad campaigns can be run to meet the desired Business Objectives?

There are many types of Google Ad Campaign that helps to achieve the targets.

Search: Search ads appear next to Google search results and on other Google partner sites, like YouTube, when people look for businesses like yours.
With a Search campaign, you can make sure potential customers notice your brand, consider your products, and take action.


 
Display: Google Display ads can appear across a network of more than two million sites and apps, reaching 90% of people on the internet. Your ads get matched to content related to your business or to your customers' interests.

Use a Display campaign to increase exposure and reach audiences with specific interests across the web.

 

Video: With Video ads, you can reach the right audience at scale and capture their attention.

Video campaigns help you bring your business’s story to life. They engage customers in different ways, like showing ads before their favorite music video or while they're researching an upcoming purchase.

 

Shopping: Shopping ads appear on Google Shopping next to search results and near text and responsive ads. Shopping ads promote your products by giving consumers detailed information about what you're selling before they even select your ad.

 

App:  After a simple setup process, App campaigns run ads across Google’s largest properties, including Search, Play, and YouTube, as well as thousands of mobile sites and apps. Your ads and bids are automatically adjusted to get the most downloads.

With an App campaign, you can increase engagement, app installs, and even in-app actions, like signing up for a newsletter or ordering a product.

What are the business goals that can be achieved with Google ads and How Google Ads are beneficial to achieve the desired goal with digital campaigns?

1. Drive Sales: Google Ads can fuel to business goals like Grow online, in-app, in-person, and over-the-phone sales.


2. Get Leads: Boost conversions by encouraging people to take action.

3. Increase Website Visits: Get the right people to visit your website.

4. Infulence Consideration: Encourage people to explore your products and services.

5. Build awareness: Reach a broad audience and maximize exposure.

6. Increase installs and interactions with your app.


Benefits of Google Ads: Google Ads is built around three principles: Relevance, Control and Results.


Relevance: Google Ads helps you connect with the right people, at the right time, with the right message. 
Your ads can appear on Google Search, YouTube, and more, just when someone is looking for products or services like yours. You can also customize options, such as keywords and location, to get in front of the most relevant customers.

Control: Google Ads gives you complete control over your budget. You choose how much to spend per month, per day, and per ad.
Based on your settings, Google Ads uses a lightning-fast auction to determine which ad to show. If you want to change your strategy, you can easily adjust your ad, modify your budget, or pause and restart a campaign.

Results: Pay only for results, like clicks to your website or calls to your business. 
Measurement tools make it easy to see how your site, apps, and ads are performing. Plus, smart technology lets you create, manage, and optimize your campaigns so you can get the most out of your investment.

What are the different Campaign Objectives for Facebook & Why this is important?

For any advertising campaign to start it is very important to have business goal so as to choose the right objective. Basically, it comes in to three stages: Awareness, Consideration and Conversion.

Based on the campaign goals we can either make the above three stages in one campaign or individually with span of time. It entirely depends on the objective of the campaign. 
In short if business goal is set we can choose the objectives as per requirement as mentioned below:

Awareness

Objective Your business goal is to:
Brand Awareness Increase people's awareness of your business, brand or service.
Reach Show your ad to as many people as possible in your target audience.

 

Consideration

Objective Your business goal is to:
Traffic Drive people from Facebook to any URL you choose, such as your website's landing page, a blog post, app etc.
Engagement Reach people more likely to engage with your post. Engagement includes likes, comments and shares but can also include offers claimed from your Page.
App Installs Send people to the shop where they can download your business's app.
Video Views Share videos of your business with people on Facebook most likely to watch it.
Lead Generation Collect leads for your business. Create ads that collect info from people interested in your product, such as sign-ups for newsletters.
Messages Connect with people on Facebook, communicate with potential or existing customers to encourage interest in your business.

 

Conversion

Objective Your business goal is to:
Conversions Encourage people to take a specific action on your business's site, such as having them to add items to a cart, download your app, register for your site, or make a purchase.
Catalogue Sales Show products from your e-commerce store's catalogue to generate sales.
Store Traffic Promote your brick-and-mortar business locations to people that are nearby.

 

 

How to establish an Instagram Aesthetic ?

Instagram is the platform for captivating content and brands can capitalize on this with consistent and creative posts.


Instagram is a huge channel that has garnered more than 500 million users, 4.2 billion likes and more than 95 million photos and videos posted per day. To establish a distinct brand aesthetic - a well-curated feed, and an effective community management strategy- all stemming from your own unique brand identity. 


Here aesthetic means the well integrated and general impression of a user's posts. Being consistent with the core brand values you are aligning brand with your target audience. Therefore building awareness. 

Here are few ideas for building your aesthetic:

1. Know the brand identity: A great part of your aesthetic will derive from Brand identity. What’s your brand personality and tonality? What are its values? Is your brand playful? Adventurous? Bold and daring?

2.Determine your Target Audience: It is very important to know existing and future customers. So that the communication is curated in such a way what they love about your brand, products, and services. Then, reflect that back to them in your Instagram feed.

3. Create a story with each photo displayed on the post: The more compelling your story, the less it would feel to your customers that you’re just selling them something and bring the loyality from them.

4. Choose a color palette, “feel,” or filter: Using a color palette, filter, or even texture in your Instagram posts can give you that much sought-after level of consistency in your feeds.

5. Post content that reflects your brand’s core value: In a creative way you can always showcase your product or services.You can also post user-generated content (UGC) posts sourced from customers and followers- to build brand trust and awareness.

6. Plan ahead: Most well-organized Instagram aesthetics are organized and planned ahead.

7. Create a branded hashtag: A branded hashtag is unique to a company, product, or event that is used to help promote whatever it represents.
 

 

 

 

Why is Selenium a choice tool for automation testing?

  • It is open source
  • It supports distributed testing
  • It has regular repository developments
  • It has a large user base and support community
  • It has wide platform compatibility – Windows, Mac OS, and Linux, etc. 
  • It has cross-browser compatibility – Internet Explorer, Chrome, Firefox, Safari, etc.
  • It supports multiple programming languages – Java, C#, Ruby, Perl, Python, etc.

What are the multiple ways to click on Submit button in Selenium?

Here are the list of techniques:

.click() method: You can use .click() method to click on any button of software web application. Means element's type = "button" or type = "submit", .click() method will works for both.

WebElement myButton = driver.findElement(By.cssSelector("locator"));
myButton.click();

.submit() method: If you will look at firebug view for any form's submit button then always It's type will be "submit". In this case, .submit() method Is very good alternative of .click() method.

WebElement myButton = driver.findElement(By.cssSelector("locator"));
myButton.submit();

Keys.Enter: 

WebElement myButton = driver.findElement(By.cssSelector("locator"));
myButton.sendKeys(Keys.ENTER);

Action Class:

WebElement myButton = driver.findElement(By.cssSelector(locator));
Actions builder = new Actions(driver);
    builder
        .moveToElement(myButton)
        .click()
        .build()
        .perform();

JavaScriptExecutor:

WebElement myButton = driver.findElement(By.cssSelector(locator));
JavascriptExecutor js = (JavascriptExecutor)driver;		
js.executeScript("arguments[0].click();", myButton);

Can we use Selenium Grid with JMeter for Performance testing?

Yes its possible. You need to install Selenium/Webdriver Support plugin.

Also add, Logic Controller -> jp@gc-Remote Driver Config, Simple Controller and Sampler -> jp@gc WebDriver Sample.

In Remote Driver Config and write your selenium grid URL. You should change 127.0.0.1 to your real existing selenium grid server IP/url. Change capability to Chrome. If you want to use different browser, you must reRegister node to Grid Hub with different settings.

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