What is eCPM & RPM and How to Calculate it

ecpm-rpmeCPM stands for effective cost per Mille (or effective cost per thousand impressions) and RPM stands for Revenue per thousand impressions. Both the terms usually mean the same but they are used in different contexts.

When advertisers want to run display ads on a particular website, they will calculate the eCPM and see if they can afford to run the ad. Advertisers will compare the eCPMs of various channels and determine which one is converting better. The obvious choice would be to go with the channel which offers the least eCPM paired with maximum conversions.

RPM is usually publisher’s language and they find out how their web property is performing. Page views keep changing but RPM for a website in a specific industry and with a specific audience fairly remains constant over a period of 6 months to a year. A health niche website may have a higher RPM and a cine gossip entertainment website may have a relatively low RPM compared to the health website.

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YouTube TrueView Video Ads – What are They and How to Setup

youtube true view adsIt is a known fact that Google is the No.1 search engine and almost all online businesses either have advertised or know about ads on Google. But there is another big website which people often forget about. YouTube. YouTube is not just the world’s No.1 video hosting platform but also the world’s No.2 search engine. A lot of people go to YouTube directly and search for video content instead of going to Google.

So I guess it is time to start exploring video marketing on YouTube and YouTube ads. There are different types of ads on YouTube and it may be a little confusing at first, but the very purpose of this article is to bring clarity about the whole YouTube advertising process and possibilities. Mostly the focus of this post is on one type of ad called the TrueView ads.

YouTube advertising can be ineffective and one can get into the trap of treating it as just another website where you put up the ads and bring traffic to your website. But the best use of ad dollars spent in YouTube advertising would be to push video content that is already hosted on YouTube so that it creates a snowball effect. Hence the first step would be:

Step 1: Start with Video Content Marketing on YouTube

Before you start exploring how to setup YouTube ads, my recommendation would be start using YouTube as a video content distribution channel first. Setup a YouTube channel, publish some quality videos on the channel, spread the links through social media and your own website. The types of videos may be customer testimonials of your product or service or a how-to video demonstrating your product in action.

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How to Setup Campaigns and Track Different Traffic Sources in Google Analytics

trackingI have always been an advocate of data driven marketing decisions. Intuition is great but only when the data is unavailable. With data, decisions are always better than emotional guess work. Marketers never had this kind of data even 20 years back. Now with so much data around testing, tracking and optimizing is no longer optional.

In this article you will find out how to setup Campaigns for different promotions and track those traffic sources using UTM tracking codes in Google Analytics. All websites installed with Google analytics has the capability to track individual campaigns. A campaign is nothing but a particular promotion that you are running and it may be a free one or a paid one. For example, you can run a campaign for the promotion of the sales of your latest eBook. The traffic may come from your blog, newsletter, paid ads on Google, Facebook, other websites and so on.

To track the traffic from a particular source you need to build a new URL for it and then use that URL in the campaign that you are setting up. This URL will lead back to your original page but it will have tracking parameters in the URL which Google Analytics will pickup. To build a URL for a specific campaign, you should use the Google URL builder.

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Keyword List Refining – Finding Out the Keywords that Bring Revenue

keyword list refiningKeywords are one of the most important data for an online marketer. Keywords find its way through PPC Ads, SEO, Social Media Marketing and Content Marketing. Keywords are not just vague words to be used in the marketing. They are the words and phrases that run inside the minds of prospects and customers. That’s the language they use to describe what they want and need.

It is important for us, digital marketers, to speak the same language in our marketing materials so that it “rings a bell” when our prospects come across marketing material with that language.

With the latest automation tools, it is easy to generate a big list of keywords. One of the most used, most talked about and authoritative tool is the Google AdWords Keyword Tool. This tool, as you may already know, helps you generate keyword ideas from existing keywords, or with URLs.

Why Keyword List Refining?

Keyword generation is just the tip of the iceberg when it comes to an online marketing strategy and work flow. While it is VERY easy to generate a big list of keywords, it is challenging to find out which keywords convert well and bring revenue and profits to the business.

This is important because low performing keywords are eating into the marketing budget all the time and without scavenging such low performing keywords, it will be VERY difficult to increase the ROI of a digital marketing campaign.

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How to Approach and Execute an SEO Project for a Client

seo-clientWorking on an SEO project for a client is completely different from optimizing your own website for the search engines. While building a website, you may have all the right elements in place and the website may never need major restructuring. But when you try to optimize an existing website for the search engines, you run into a whole lot of technical and non-technical challenges. If you are a part of an SEO agency an individual SEO consultant, you will find the following tips useful.

1. Establish Your Authority

SEO is a fast changing field. A lot of people have misconceptions and misinformation about SEO. How you think about SEO is completely different from how your client thinks about SEO. If you think you can “teach” your client about SEO, it may backfire because it hurts their ego. Though you have been hired only because they think you are good, it still helps to establish your authority in this field. Demonstrate how you have helped previous clients achieve their organic traffic goals. Show your achievements and results before you get started. A good personal connection with the key decision makers on the client’s side helps a lot in getting results fast.

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