title
Digital Marketing Course in 7 Hours | Digital Marketing Tutorial for Beginners [2024] | Edureka

description
🔥Edureka Digital Marketing Course (Use Code "𝐘𝐎𝐔𝐓𝐔𝐁𝐄𝟐𝟎"): https://www.edureka.co/digital-marketing 🔴Subscribe to the Edureka YouTube channel for the latest video updates: http://bit.ly/2ADbbb1 This Edureka 'Digital Marketing Full Course' is a complete guide to learning Digital Marketing from scratch, which covers in-depth knowledge about different concepts of Digital Marketing, Types of Marketing, SEO, and Career opportunities in Digital Marketing. This Digital Marketing tutorial is ideal for beginners and experienced professionals. Below are the topics that will be covered in this Digital Marketing Tutorial for Beginners: 🔸 Module 1: Introduction to Digital Marketing 0:00 Introduction 4:06 What is Digital Marketing? 5:53 Digital Marketing Trends 13:13 Importance of Digital Marketing 17:57 Top reasons to learn Digital Marketing 24:48 Channels of Digital Marketing 25:28 SEO 31:18 PPC 37:18 Content Marketing 42:58 Social Media Marketing 52:48 Email Marketing 56:58 Google Analytics 58:58 Conversion Rate Optimization 🔸 Module 2: Search Engine Optimization 1:06:24 Why do you need SEO? 1:11:50 What is Search Engine Optimization? 1:21:40 Types of SEO 1:34:20 How does Search Engine work? 1:42:17​ Tactics and Methods ​1:49:38 How to optimize Keywords? ​1:53:50 Title Optimization ​1:58:04 SEO Tools ​1:59:40 Guidelines 2:04:40 What is On-Page SEO? 2:04:50 Importance 2:06:20 What are On-Page ranking factors? 2:12:00 Proper insights about On-Page SEO 2:14:00 Best tricks and practices 2:17:40 What is Off-Page SEO? 2:18:40 Importance 2:19:50 Link and Non-link related Off-Page SEO factors 2:24:21 Backlinks 2:25:01 Off-Page vs On-Page SEO 2:25:51 Benefits 🔸 Module 3: Paid Marketing with Google Ads 2:27:01 Concept of Advertisements 2:34:01 Concepts of Paid Search 2:38:17 AdRank 2:44:27 Quality Score 2:50:27 Quality Score Example 2:51:27 Types of Search Queries 2:51:37 Navigational Search Queries 2:52:47 Informational Search Queries 2:53:47 Transactional Search Queries 2:55:47 Why Google Ads 2:56:51 Business Goals 3:03:11 Search Ads 3:04:01 Google Search Network 3:04:51 Google Ads Account Structure 3:05:31 Keyword Match Types 3:07:35 Google Ads Interface 3:07:55 Display Ads 3:10:50 Display Ads Targeting options 3:16:06 Video Ads 3:17:59 App Ads 3:19:28 Shopping Ads 3:21:18 Metrics for SEM 3:28:59 Introduction to Google Ad Sense 3:31:29 Types of Ads 3:41:00 How does AdSense work? 3:43:20 Getting paid AdSense 3:44:59 Methods of Payment of AdSense 3:55:14 Metrics of AdSense 4:00:34 Managing Google Ads 4:01:04 Steps for setting up Paid Campaign 4:01:46 Identify Measurable Goals 4:03:16 Google Keyword Planner 4:15:39 Views Ads in Data Analytics 4:17:49 Multi Chain Funnel Report 4:19:49 Optimization 🔸 Module 4: Social Media Marketing 4:32:32 What is Social Media Marketing 4:34:42 Pillars of Social Media Marketing 4:37:42 Social Media Marketing Tools 4:39:52 Social Media Tips 4:42:22 How to choose the best platform? 🔸 Module 5: Affiliate Marketing 4:43:22 Understand Affiliate Marketing 4:47:12 Key Terminology 4:58:46 How does Affiliate Marketing works 5:0:26 Setting up Affiliate Marketing as Merchant 5:04:42 Setting up Affiliate Marketing as Affiliate 🔸 Module 6: Digital Marketing Planning & Strategy 5:16:05 Why Digital Marketing Plan is necessary? 5:19:01 What is the structure of a marketing plan? 5:28:21 How to make an effective marketing plan? 5:32:43 Best practices 5:35:38 Why do you need a digital marketing strategy? 5:35:58 What is a Digital Marketing Strategy? 5:36:48 How to get started? 5:40:36 Key points to note 5:42:43 How to structure a Digital Marketing Plan? 5:47:21 Tactics to tackle the challenges 🔸 Module 7: Create an IDM Campaign 5:54:31 Need of IDM Campaign 6:00:23 Challenges in IDM 6:05:21 Integrated Digital Marketing Strategies 6:13:16 Examples of IDM Campaign 🔸 Module 8: Digital Marketing Career 6:20:05 Who is a Digital Marketer? 6:24:09 Why choose Digital Marketing? 6:29:17 How to become a Digital Marketer? 6:34:48 Beginner-level Interview Questions 6:52:37 Executive-level Interview Questions 7:12:11 Managerial-level Interview Questions 🔴Subscribe to our channel to learn more about Digital Marketing Full Course. 🔵Edureka's Digital Marketing Tutorial Playlist: http://bit.ly/39YdgjV Edureka Community: https://www.edureka.co/community/ Twitter: https://twitter.com/edurekain LinkedIn: https://www.linkedin.com/company/edureka Instagram: https://www.instagram.com/edureka_learning/ Facebook: https://www.facebook.com/edurekaIN/ SlideShare: https://www.slideshare.net/EdurekaIN Meetup: https://www.meetup.com/edureka/ #Edureka #EdurekaDigitalMarketing #DigitalMarketingFullCourse #DigitalMarketingTutorialForBeginners #digitalmarketingtutorial #digitalmarketingtraining For Online Training and Certification, Please write back to us at sales@edureka.in or call us at IND: 9606058406 / US: 18338555775 (toll-free) for more information

detail
{'title': 'Digital Marketing Course in 7 Hours | Digital Marketing Tutorial for Beginners [2024] | Edureka', 'heatmap': [{'end': 2175.172, 'start': 1625.783, 'weight': 1}, {'end': 3800.383, 'start': 3252.361, 'weight': 0.761}, {'end': 5963.393, 'start': 5689.095, 'weight': 0.794}, {'end': 7050.241, 'start': 6774.027, 'weight': 0.707}, {'end': 27106, 'start': 26834.94, 'weight': 0.855}], 'summary': 'A digital marketing course covering industry worth of $190 billion, seo, paid marketing, social media, projected market size of $209.2 billion, voice search, ar and vr, seo optimization, google ad ranking, google adsense, social media marketing, affiliate marketing, integrated marketing, and its impact on sales and careers, with insights into digital marketing strategies, website traffic, and measuring roi.', 'chapters': [{'end': 651.924, 'segs': [{'end': 40.049, 'src': 'embed', 'start': 10.998, 'weight': 0, 'content': [{'end': 16.12, 'text': 'With the ongoing pandemic, all the businesses have shifted the working culture to virtual environments.', 'start': 10.998, 'duration': 5.122}, {'end': 25.683, 'text': 'This has definitely made digital marketing an important part of the organizations to leverage their businesses and reach out to their potential customers.', 'start': 16.58, 'duration': 9.103}, {'end': 31.766, 'text': 'Now, globally speaking, the digital marketing industry is worth $190 billion.', 'start': 26.144, 'duration': 5.622}, {'end': 40.049, 'text': 'This proves that if you are someone looking forward to building your career in this domain, then it is definitely the golden time for you.', 'start': 32.246, 'duration': 7.803}], 'summary': 'Global digital marketing industry worth $190 billion; businesses shift to virtual environments, making digital marketing crucial.', 'duration': 29.051, 'max_score': 10.998, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH410998.jpg'}, {'end': 189.907, 'src': 'embed', 'start': 161.713, 'weight': 4, 'content': [{'end': 167.055, 'text': 'Also to learn more about digital marketing, do not forget to check out our certification training,', 'start': 161.713, 'duration': 5.342}, {'end': 169.557, 'text': 'the link to which is given in the description box below.', 'start': 167.055, 'duration': 2.502}, {'end': 172.358, 'text': "So without much ado, let's get started.", 'start': 169.937, 'duration': 2.421}, {'end': 187.965, 'text': 'over 170 million people across the globe use the internet and more than half a million people prefer using digital marketing for promotions,', 'start': 178.718, 'duration': 9.247}, {'end': 189.907, 'text': 'advertisements and, finally, sales.', 'start': 187.965, 'duration': 1.942}], 'summary': 'Over 170 million people use the internet; half a million prefer digital marketing for promotions, ads, and sales.', 'duration': 28.194, 'max_score': 161.713, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH4161713.jpg'}, {'end': 418.363, 'src': 'embed', 'start': 373.743, 'weight': 1, 'content': [{'end': 381.424, 'text': "22% of the entire world's population is on Facebook and close to 50% of Instagram users are on it every day.", 'start': 373.743, 'duration': 7.681}, {'end': 389.546, 'text': 'Now you can imagine the scale at which digital marketing is growing right now talking about the actual Trends of digital marketing industry.', 'start': 382.145, 'duration': 7.401}, {'end': 392.687, 'text': 'The first thing we have is the artificial intelligence.', 'start': 389.866, 'duration': 2.821}, {'end': 398.436, 'text': 'Artificial intelligence is considered as the biggest commercial opportunity for companies,', 'start': 393.414, 'duration': 5.022}, {'end': 404.618, 'text': 'Industries and countries and will increase the global GDP by up to 14% by 2030..', 'start': 398.436, 'duration': 6.182}, {'end': 409.96, 'text': 'This means that AI latecomers will find serious competition within the next few years.', 'start': 404.618, 'duration': 5.342}, {'end': 418.363, 'text': 'So start getting up guys and have a look at how artificial intelligence works and how digital marketing plays a vital role in this.', 'start': 410.64, 'duration': 7.723}], 'summary': "22% of world's population on facebook, 50% of instagram users daily. ai to increase global gdp by 14% by 2030, posing competition.", 'duration': 44.62, 'max_score': 373.743, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH4373743.jpg'}, {'end': 539.186, 'src': 'embed', 'start': 512.357, 'weight': 3, 'content': [{'end': 518.482, 'text': 'But most often these are used to answer simple questions or help a user accomplish a simple task.', 'start': 512.357, 'duration': 6.125}, {'end': 525.067, 'text': 'So this is also one of the latest trends at the market right now now talking about video marketing.', 'start': 519.342, 'duration': 5.725}, {'end': 533.962, 'text': 'Video marketing is one of the most famous and most important Market Trends today and is likely to continue for the next 5 to 10 years.', 'start': 525.976, 'duration': 7.986}, {'end': 539.186, 'text': 'I think most of the viewers out there know the value of a video.', 'start': 534.823, 'duration': 4.363}], 'summary': 'Video marketing is a major trend, likely to continue for 5-10 years.', 'duration': 26.829, 'max_score': 512.357, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH4512357.jpg'}], 'start': 10.998, 'title': 'Digital marketing trends & strategies', 'summary': "Covers digital marketing trends, strategies, and career opportunities, highlighting the industry's worth of $190 billion, key topics like seo, paid marketing, and social media marketing, and statistics indicating 291 times growth in traffic since 2005 and 22% of the world's population on facebook.", 'chapters': [{'end': 212.728, 'start': 10.998, 'title': 'Digital marketing: career and opportunities', 'summary': 'Discusses the growing importance of digital marketing due to the global industry being worth $190 billion, and outlines a comprehensive agenda for a full course session covering key topics such as seo, paid marketing, social media marketing, affiliate marketing, digital marketing strategy and planning, career opportunities, and future scope in digital marketing.', 'duration': 201.73, 'highlights': ['The global digital marketing industry is worth $190 billion, emphasizing the growing significance of digital marketing for organizations and individuals looking to build a career in this domain.', 'Over 170 million people worldwide use the internet, with more than half a million people preferring digital marketing for promotions, advertisements, and sales, indicating the widespread usage and impact of digital marketing.', 'The agenda for the full course session covers a comprehensive range of topics including SEO, paid marketing, social media marketing, affiliate marketing, digital marketing strategy and planning, career opportunities, and future scope in digital marketing, providing a holistic overview of the key areas in digital marketing.', 'The session also includes information on career opportunities, future scope in digital marketing, and a roadmap to become a digital marketer, offering valuable insights for individuals aspiring to pursue a career in digital marketing.', 'The session emphasizes the importance of digital marketing by highlighting its role in reaching potential customers and leveraging businesses in virtual environments, reflecting the current shift in working culture due to the ongoing pandemic.']}, {'end': 651.924, 'start': 212.768, 'title': 'Digital marketing trends & strategies', 'summary': "Discusses the pillars of digital marketing, the historical background of digital marketing, current trends such as artificial intelligence, chatbots, video marketing, and augmented reality, and provides statistics to support the growth of digital marketing, with traffic expected to grow 291 times bigger than 2005 and 22% of the world's population on facebook.", 'duration': 439.156, 'highlights': ["The Indian marketing traffic is expected to grow 291 times bigger than what it was in 2005, and 22% of the entire world's population is on Facebook.", 'Artificial intelligence is considered as the biggest commercial opportunity for companies and will increase the global GDP by up to 14% by 2030.', 'Video marketing is one of the most famous and most important Market Trends today and is likely to continue for the next 5 to 10 years, with 70% of consumers knowing a brand by watching their promotional video and 52% of consumers saying that watching product videos make them more confident in online purchase decisions.', 'Chatbots will power up to 85% by 2020, uses instant messaging to chat in real time with website visitors or customers, and is becoming a popular tool for providing services like customer support and information retrieval.', 'Augmented reality advertisements rank among the top applications used by the marketers throughout the globe, offering a unique way to integrate offers with the reality of the buyer.']}], 'duration': 640.926, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH410998.jpg', 'highlights': ['The global digital marketing industry is worth $190 billion, emphasizing the growing significance of digital marketing for organizations and individuals looking to build a career in this domain.', "The Indian marketing traffic is expected to grow 291 times bigger than what it was in 2005, and 22% of the entire world's population is on Facebook.", 'Artificial intelligence is considered as the biggest commercial opportunity for companies and will increase the global GDP by up to 14% by 2030.', 'Video marketing is one of the most famous and most important Market Trends today and is likely to continue for the next 5 to 10 years, with 70% of consumers knowing a brand by watching their promotional video and 52% of consumers saying that watching product videos make them more confident in online purchase decisions.', 'Over 170 million people worldwide use the internet, with more than half a million people preferring digital marketing for promotions, advertisements, and sales, indicating the widespread usage and impact of digital marketing.']}, {'end': 1599.302, 'segs': [{'end': 680.553, 'src': 'embed', 'start': 651.924, 'weight': 0, 'content': [{'end': 657.407, 'text': 'AR and VR worldwide market size is expected to reach around 209.2 billion dollars in only five years.', 'start': 651.924, 'duration': 5.483}, {'end': 664.042, 'text': 'This is definitely a very huge amount guys.', 'start': 661.26, 'duration': 2.782}, {'end': 669.165, 'text': 'So augmented and virtual reality is going to be the future of digital marketing.', 'start': 664.842, 'duration': 4.323}, {'end': 673.908, 'text': 'Now, the next one that I have on the list is why search?', 'start': 669.726, 'duration': 4.182}, {'end': 680.553, 'text': 'I think most of you use smartphones and also everybody know what our voice assistants.', 'start': 673.908, 'duration': 6.645}], 'summary': 'Ar and vr market to reach $209.2b in 5 years, the future of digital marketing.', 'duration': 28.629, 'max_score': 651.924, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH4651924.jpg'}, {'end': 759.573, 'src': 'embed', 'start': 727.392, 'weight': 1, 'content': [{'end': 730.033, 'text': 'So this is how easy our lives are right now.', 'start': 727.392, 'duration': 2.641}, {'end': 736.919, 'text': 'So, talking about the stats of voice search in the field of digital marketing.', 'start': 730.675, 'duration': 6.244}, {'end': 742.422, 'text': '111.8 million people in the US are using voice assistant in a week,', 'start': 736.919, 'duration': 5.503}, {'end': 753.009, 'text': 'and also around 31% of smartphone users across the world will be using a voice activated search like Siri, Alexa and so on.', 'start': 742.422, 'duration': 10.587}, {'end': 759.573, 'text': 'businesses must always focus on their marketing outreach efforts for using voice engine optimization.', 'start': 753.009, 'duration': 6.564}], 'summary': 'Over 111.8 million people in the us use voice assistants weekly, and 31% of global smartphone users will use voice-activated search, underscoring the importance of voice engine optimization for businesses.', 'duration': 32.181, 'max_score': 727.392, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH4727392.jpg'}, {'end': 911.71, 'src': 'embed', 'start': 881.599, 'weight': 2, 'content': [{'end': 888.661, 'text': 'The next important thing which will lead to create success of your organization would be the increased number of sales.', 'start': 881.599, 'duration': 7.062}, {'end': 897.564, 'text': 'So digital marketing helps in driving more sales to your organization, which in turn increases the revenue and also the pay scale.', 'start': 889.321, 'duration': 8.243}, {'end': 902.125, 'text': 'Now the next one is it helps you brand your company branding.', 'start': 898.184, 'duration': 3.941}, {'end': 903.966, 'text': 'Your company is a must guys.', 'start': 902.145, 'duration': 1.821}, {'end': 911.71, 'text': 'You should be very confident about what your company is dealing with and also you should know how to promote your product.', 'start': 904.827, 'duration': 6.883}], 'summary': 'Digital marketing increases sales, revenue, and brand recognition for your organization.', 'duration': 30.111, 'max_score': 881.599, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH4881599.jpg'}, {'end': 1018.128, 'src': 'embed', 'start': 988.88, 'weight': 9, 'content': [{'end': 997.284, 'text': 'Now the next one is better ROI written of investment is also an important factor that influences the profit of your company.', 'start': 988.88, 'duration': 8.404}, {'end': 1004.126, 'text': 'So the amount which you invest in the marketing channel or marketing medium is going to be really very high,', 'start': 997.924, 'duration': 6.202}, {'end': 1008.068, 'text': "but by using digital marketing you're going to be getting a lot back.", 'start': 1004.126, 'duration': 3.942}, {'end': 1018.128, 'text': "The money which you're going to be investing on a digital campaign or a digital marketing campaign is definitely going to be coming back with better interest,", 'start': 1008.88, 'duration': 9.248}], 'summary': 'Digital marketing offers better roi, ensuring high returns on investment.', 'duration': 29.248, 'max_score': 988.88, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH4988880.jpg'}, {'end': 1124.026, 'src': 'embed', 'start': 1090.003, 'weight': 5, 'content': [{'end': 1097.045, 'text': 'Digital marketing gives you a huge scope and a multitude of job options right in front of you.', 'start': 1090.003, 'duration': 7.042}, {'end': 1105.988, 'text': 'a recent report also states that there are over 75, 000 job listings on the very famous job portal that is indeed.com.', 'start': 1097.045, 'duration': 8.943}, {'end': 1107.049, 'text': 'also do not, guys.', 'start': 1105.988, 'duration': 1.061}, {'end': 1112.65, 'text': 'this field is in high demand, as many digital marketers start with a salary range of 45, 000 US dollars.', 'start': 1107.049, 'duration': 5.601}, {'end': 1124.026, 'text': 'Unlike other fields, digital marketing has a lot of opportunities for freshers as well as experience candidates, not only in terms of jobs,', 'start': 1115.043, 'duration': 8.983}], 'summary': 'Digital marketing offers 75,000+ job listings with a starting salary of $45,000, making it a high-demand field for both freshers and experienced candidates.', 'duration': 34.023, 'max_score': 1090.003, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH41090003.jpg'}, {'end': 1284.671, 'src': 'embed', 'start': 1260.289, 'weight': 6, 'content': [{'end': 1266.712, 'text': 'This is definitely made easy as this plays a major role in generating good traffic to your website.', 'start': 1260.289, 'duration': 6.423}, {'end': 1270.334, 'text': "You'll have all the opportunities to convert them into sales.", 'start': 1266.992, 'duration': 3.342}, {'end': 1273.675, 'text': 'Now the next is digital skills gap.', 'start': 1271.114, 'duration': 2.561}, {'end': 1280.659, 'text': "There's an enormous demand for people with digital skills, especially the soft skills for those under the income bracket.", 'start': 1274.316, 'duration': 6.343}, {'end': 1284.671, 'text': 'So sticking with ongoing scope in this area.', 'start': 1281.328, 'duration': 3.343}], 'summary': 'Digital skills gap creates enormous demand for people with soft skills, especially for those under the income bracket.', 'duration': 24.382, 'max_score': 1260.289, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH41260289.jpg'}, {'end': 1433.421, 'src': 'embed', 'start': 1410.604, 'weight': 8, 'content': [{'end': 1420.431, 'text': 'One major factor which always people look for is how to stay updated with the current trends and how to stay ahead of our competitors.', 'start': 1410.604, 'duration': 9.827}, {'end': 1424.374, 'text': 'adapting digital marketing to your organization is a must, guys.', 'start': 1420.431, 'duration': 3.943}, {'end': 1429.998, 'text': 'by doing this, it lets you know your own company and also your prospects interest,', 'start': 1424.374, 'duration': 5.624}, {'end': 1433.421, 'text': 'even though you make good content and beautifully design your website.', 'start': 1429.998, 'duration': 3.423}], 'summary': 'Adopting digital marketing is crucial for staying ahead of competitors and understanding customer interests.', 'duration': 22.817, 'max_score': 1410.604, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH41410604.jpg'}, {'end': 1568.39, 'src': 'embed', 'start': 1540.462, 'weight': 7, 'content': [{'end': 1548.005, 'text': 'It is also stated that sixty percent of search engine users find a local business to satisfy the particular need.', 'start': 1540.462, 'duration': 7.543}, {'end': 1552.147, 'text': 'So SEO is basically the process of optimizing content,', 'start': 1548.605, 'duration': 3.542}, {'end': 1561.251, 'text': 'technical setup and the reach of your website so that your pages appear on the top of the search engine result pages for any specific keyword.', 'start': 1552.147, 'duration': 9.104}, {'end': 1568.39, 'text': 'The major goal is to attract visitors to your website when they search for products or services related to your business.', 'start': 1562.006, 'duration': 6.384}], 'summary': 'Seo aims to attract 60% of local business search engine users by optimizing website content and technical setup for top search engine rankings.', 'duration': 27.928, 'max_score': 1540.462, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH41540462.jpg'}], 'start': 651.924, 'title': 'Digital marketing', 'summary': 'Covers the future growth of ar and vr in digital marketing, projected market size of 209.2 billion dollars in five years, rising importance of voice search, key role of digital marketing in driving sales and branding, benefits including better roi, 75,000 job listings, and starting salaries at $45,000, and the importance of digital marketing in driving website traffic, demand for digital skills, evolving nature of the field, and key statistics such as 93% of online experiences beginning with search engines.', 'chapters': [{'end': 923.474, 'start': 651.924, 'title': 'Future of ar and vr in digital marketing', 'summary': 'Highlights the rapidly growing ar and vr market, with a projected size of 209.2 billion dollars in five years, the rising importance of voice search and its impact on digital marketing, and the key role of digital marketing in driving sales, increasing revenue, and branding.', 'duration': 271.55, 'highlights': ['AR and VR market size projected to reach 209.2 billion dollars in five years The AR and VR market is projected to reach around 209.2 billion dollars in five years, indicating a rapid growth in this industry.', '111.8 million people in the US using voice assistants weekly In the US, 111.8 million people are using voice assistants weekly, highlighting the increasing adoption and significance of voice search technology.', '31% of smartphone users globally expected to use voice activated search Around 31% of smartphone users worldwide are expected to use voice activated search, showcasing the widespread reach and impact of voice search technology.', 'Digital marketing crucial for driving sales and increasing revenue Digital marketing plays a crucial role in driving sales, which subsequently contributes to an increase in revenue and pay scale.', 'Importance of branding in digital marketing The chapter emphasizes the importance of branding in digital marketing, highlighting the significance of promoting and gaining trust for the product.']}, {'end': 1197.027, 'start': 924.214, 'title': 'Benefits of digital marketing', 'summary': 'Highlights the ease of adapting to various marketing channels, the better return on investment in digital marketing, and the wide range of career opportunities available, including the 75,000 job listings on indeed.com, making it a field in high demand, with starting salaries at $45,000.', 'duration': 272.813, 'highlights': ['Digital marketing offers a wide range of career opportunities, with over 75,000 job listings on indeed.com and starting salaries at $45,000, making it a field in high demand.', 'The ease of adapting to various marketing channels, such as SEO, email marketing, and social media marketing, contributes to building better relationships with customers and prospects, leading to the growth of organizations.', 'Digital marketing provides a better return on investment, with the money invested in digital campaigns coming back with better interest, influencing the profit of companies.', 'The ease of starting a new creative business project using platforms like YouTube, blog creation, and affiliate marketing, provides opportunities for recognition, trust building, and generating results in the digital sales funnel.']}, {'end': 1599.302, 'start': 1197.839, 'title': 'Importance of digital marketing and skills', 'summary': 'Emphasizes the importance of digital marketing in driving website traffic, the demand for digital skills, the versatility of skills in digital marketing, the evolving nature of the field, staying updated with current trends, and the influence of certification courses, with a focus on the key channel of search engine optimization (seo). it also includes intriguing statistics such as 93% of online experiences beginning with search engines and wordpress users publishing over 2 million posts daily.', 'duration': 401.463, 'highlights': ['The demand for people with digital skills, especially soft skills, is significant, and adapting to digital marketing is essential, with 60% of professionals believing that online certifications have helped them master the technology.', 'Search engine optimization (SEO) is crucial, with 93% of online experiences starting with search engines, and 60% of search engine users finding local businesses to fulfill their needs.', 'The process of optimizing content, technical setup, and website reach for SEO aims to attract visitors and increase revenue, with WordPress users publishing over 2 million posts daily.', 'The evolving nature of digital marketing provides ongoing learning opportunities and allows individuals to stay ahead of competitors by staying updated with current market trends and adapting them to their organizations.', 'The versatility of digital marketing skills allows individuals to change their focus, upgrade existing skills, and work under different specializations, offering a variety of job opportunities.']}], 'duration': 947.378, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH4651924.jpg', 'highlights': ['AR and VR market size projected to reach 209.2 billion dollars in five years', '111.8 million people in the US using voice assistants weekly', 'Digital marketing crucial for driving sales and increasing revenue', 'Importance of branding in digital marketing', '31% of smartphone users globally expected to use voice activated search', 'Digital marketing offers a wide range of career opportunities, with over 75,000 job listings on indeed.com and starting salaries at $45,000', 'The demand for people with digital skills, especially soft skills, is significant, and adapting to digital marketing is essential, with 60% of professionals believing that online certifications have helped them master the technology', 'Search engine optimization (SEO) is crucial, with 93% of online experiences starting with search engines', 'The evolving nature of digital marketing provides ongoing learning opportunities and allows individuals to stay ahead of competitors by staying updated with current market trends and adapting them to their organizations', 'Digital marketing provides a better return on investment, with the money invested in digital campaigns coming back with better interest, influencing the profit of companies']}, {'end': 3224.848, 'segs': [{'end': 2175.172, 'src': 'heatmap', 'start': 1625.783, 'weight': 1, 'content': [{'end': 1629.425, 'text': "Let's take a look at a few key points to note while you're optimizing your content.", 'start': 1625.783, 'duration': 3.642}, {'end': 1633.183, 'text': 'So firstly that I have on the list is optimizing your content.', 'start': 1630.02, 'duration': 3.163}, {'end': 1636.547, 'text': 'So try to Target business analysis here.', 'start': 1633.283, 'duration': 3.264}, {'end': 1639.83, 'text': 'You need to be sure about whom to Target and how to Target.', 'start': 1636.607, 'duration': 3.223}, {'end': 1646.217, 'text': "you might find people with relevant taste and thirst, but they wouldn't be convinced with the type of content you create.", 'start': 1639.83, 'duration': 6.387}, {'end': 1648.599, 'text': 'So try to Target the right audience.', 'start': 1646.517, 'duration': 2.082}, {'end': 1653.204, 'text': 'The keyword also plays a major role in better content creation guys.', 'start': 1649.06, 'duration': 4.144}, {'end': 1662.46, 'text': 'This is basically the development of a prioritized list of target search items that is related to your customer base and market segment.', 'start': 1653.732, 'duration': 8.728}, {'end': 1668.666, 'text': 'So do note that guys keyword also is important for search engine optimization.', 'start': 1663.141, 'duration': 5.525}, {'end': 1679.576, 'text': "Now, the next thing is web analysis web analysis helps in analyzing visible text and code to determine how well you're positioned for search engine.", 'start': 1669.346, 'duration': 10.23}, {'end': 1680.536, 'text': 'All right.', 'start': 1680.216, 'duration': 0.32}, {'end': 1685.479, 'text': 'Now, the next way to optimize your content is keyword research.', 'start': 1681.016, 'duration': 4.463}, {'end': 1689.381, 'text': 'as I mentioned, keywords play a major role in better content creations.', 'start': 1685.479, 'duration': 3.902}, {'end': 1694.624, 'text': 'keywords are the targeted list of topics that are related to your customer base.', 'start': 1689.381, 'duration': 5.243}, {'end': 1702.309, 'text': 'do review competitive lists and other pertinent industry sources to get a hold of what are the keywords which are ranking.', 'start': 1694.624, 'duration': 7.685}, {'end': 1711.908, 'text': 'Also check for how many websites are competing for each keyword prioritize keywords and phrases plurals singulars and misspellings.', 'start': 1703.405, 'duration': 8.503}, {'end': 1720.77, 'text': 'Okay, so keep a note of these guys and also long keywords will help you rank more and do check for search volume guys.', 'start': 1712.048, 'duration': 8.722}, {'end': 1726.552, 'text': 'This helps if you want to know how many people are looking for the content based on your business.', 'start': 1721.17, 'duration': 5.382}, {'end': 1730.854, 'text': 'Now once you know this you should know how to rank your keyword.', 'start': 1727.333, 'duration': 3.521}, {'end': 1736.675, 'text': 'So Google ranking plays a major role in creating traffic and generating possible leads.', 'start': 1731.334, 'duration': 5.341}, {'end': 1740.956, 'text': 'So check for your content every month to see where exactly it is positioned.', 'start': 1737.095, 'duration': 3.861}, {'end': 1743.557, 'text': 'So this was about keyword research.', 'start': 1741.756, 'duration': 1.801}, {'end': 1750.878, 'text': 'Now the next way to optimize your SEO is by optimizing your content create a proper lens title.', 'start': 1744.137, 'duration': 6.741}, {'end': 1758.814, 'text': 'Also, it should be keyword based, as these establish page, theme and direction for your keywords.', 'start': 1751.299, 'duration': 7.515}, {'end': 1766.856, 'text': 'use meta descriptions or meta tags that help in providing the user adjust of what is the article about.', 'start': 1758.814, 'duration': 8.042}, {'end': 1770.557, 'text': 'so these are the ways you can optimize your content using SEO.', 'start': 1766.856, 'duration': 3.701}, {'end': 1774.738, 'text': "So now that you've understood the different ways to increase traffic.", 'start': 1771.057, 'duration': 3.681}, {'end': 1778.32, 'text': "Let's take a look at the different types of SEO in use.", 'start': 1775.179, 'duration': 3.141}, {'end': 1782.681, 'text': 'So we mainly have three types of SEO in use.', 'start': 1779.28, 'duration': 3.401}, {'end': 1786.512, 'text': 'So the first one on the list is white hat SEO.', 'start': 1783.51, 'duration': 3.002}, {'end': 1795.797, 'text': 'white hat is the most popular SEO technique that utilizes methods and techniques to improve search engine rankings of a website.', 'start': 1786.512, 'duration': 9.285}, {'end': 1802.32, 'text': 'It carries less risk and tends to deliver lasting and compounding value over time.', 'start': 1796.477, 'duration': 5.843}, {'end': 1806.203, 'text': 'It adheres to Google webmaster guidelines guys.', 'start': 1802.921, 'duration': 3.282}, {'end': 1814.968, 'text': 'So this promisingly follows the guidelines of Google, Whereas we have something called as Black Hat SEO,', 'start': 1806.703, 'duration': 8.265}, {'end': 1820.532, 'text': 'which exploits the various weaknesses in the search engine algorithms to get higher rankings.', 'start': 1814.968, 'duration': 5.564}, {'end': 1829.758, 'text': 'It is also not in accordance with the SEO guidelines set by the Google search engines, and using these techniques you can expect unpredictable,', 'start': 1821.192, 'duration': 8.566}, {'end': 1832.26, 'text': 'quick but short-lasting growth in results.', 'start': 1829.758, 'duration': 2.502}, {'end': 1837.323, 'text': 'So this is going to help you guys in a way but it is not going to be there permanently.', 'start': 1832.72, 'duration': 4.603}, {'end': 1840.566, 'text': "This is a temporary success which you're going to be achieving.", 'start': 1837.663, 'duration': 2.903}, {'end': 1846.931, 'text': 'So white hat SEO is illegal and a proper way to promote or create content,', 'start': 1840.986, 'duration': 5.945}, {'end': 1853.577, 'text': 'but black hat SEO is something which is illegal and also it gives you results which does not last long.', 'start': 1846.931, 'duration': 6.646}, {'end': 1856.74, 'text': 'The next one on the list is grey hat SEO.', 'start': 1854.318, 'duration': 2.422}, {'end': 1862.352, 'text': 'gray hat SEO is neither the black nor white but it rather combines both.', 'start': 1857.409, 'duration': 4.943}, {'end': 1867.634, 'text': 'It is a transformation from black hat SEO to white hat and vice versa.', 'start': 1862.892, 'duration': 4.742}, {'end': 1874.098, 'text': 'So this was about the brief introduction to what is SEO optimization now moving on.', 'start': 1868.135, 'duration': 5.963}, {'end': 1877.339, 'text': "Let's take a look at pay-per-click.", 'start': 1874.678, 'duration': 2.661}, {'end': 1885.704, 'text': 'pay-per-click, which is also called PPC for short, refers to the sponsored results on the search engine result pages or serp.', 'start': 1877.339, 'duration': 8.365}, {'end': 1893.6, 'text': 'PPC ads are visible flexible and effective for many different types of organizations with paid search.', 'start': 1886.337, 'duration': 7.263}, {'end': 1895.78, 'text': 'You only pay when your ad is clicked.', 'start': 1893.66, 'duration': 2.12}, {'end': 1900.722, 'text': 'So these are basically the ads that are present on top whenever you search for a particular keyword.', 'start': 1896.22, 'duration': 4.502}, {'end': 1909.115, 'text': 'So, essentially, this is the way of buying visits to your website, rather than attempting to earn those visits organically.', 'start': 1901.289, 'duration': 7.826}, {'end': 1919.122, 'text': 'SEO is organic marketing and pay-per-click is your spending money on that ad to get a click or to get people buy your product.', 'start': 1909.115, 'duration': 10.007}, {'end': 1923.345, 'text': 'search engine advertising is one of the most popular forms of PPC.', 'start': 1919.122, 'duration': 4.223}, {'end': 1928.469, 'text': 'Now you must have had this thought when I see, as what kind of ads am I going to be seeing?', 'start': 1923.906, 'duration': 4.563}, {'end': 1934.291, 'text': 'These are nothing but Google ads, or formerly called as Google AdWords.', 'start': 1929.207, 'duration': 5.084}, {'end': 1940.716, 'text': 'PPC is commonly associated with the first tire search engines like Google AdWords.', 'start': 1934.291, 'duration': 6.425}, {'end': 1944.719, 'text': 'So let me show you guys how exactly this ads look like.', 'start': 1940.956, 'duration': 3.763}, {'end': 1950.263, 'text': "So if I search edureka over here, you can see I'm getting an ad over here.", 'start': 1945.599, 'duration': 4.664}, {'end': 1953.245, 'text': 'It says ad edureka.co edureka course.', 'start': 1950.343, 'duration': 2.902}, {'end': 1956.067, 'text': 'So this is a paid ad or PPC.', 'start': 1953.605, 'duration': 2.462}, {'end': 1964.421, 'text': 'So this is exactly how Google ads look like it is going to be on the top rank when you search for a particular keyword.', 'start': 1957.654, 'duration': 6.767}, {'end': 1971.228, 'text': "So the keyword here is edureka if I'm going to be searching for edureka this thing pops up which is PPC.", 'start': 1964.701, 'duration': 6.527}, {'end': 1974.471, 'text': "You'll normally find shopping ads and text ads.", 'start': 1971.809, 'duration': 2.662}, {'end': 1977.294, 'text': 'Now, why do you need PPC??', 'start': 1975.112, 'duration': 2.182}, {'end': 1978.816, 'text': 'How does it help your business?', 'start': 1977.675, 'duration': 1.141}, {'end': 1984.829, 'text': "It's just spending so much money on something people would not prefer investing on.", 'start': 1979.744, 'duration': 5.085}, {'end': 1991.815, 'text': 'so, firstly, you need PPC to generate more traffic to your website and, as the link stands on the first position,', 'start': 1984.829, 'duration': 6.986}, {'end': 1996.98, 'text': 'the possibility of people landing on your website actually increases.', 'start': 1991.815, 'duration': 5.165}, {'end': 2003.706, 'text': 'and another major reason why you should opt for a PPC in your business is the speed, precision and the agility.', 'start': 1996.98, 'duration': 6.726}, {'end': 2010.759, 'text': 'Speed, as in, the advertisers can quickly drive a significant amount of traffic to their website.', 'start': 2004.398, 'duration': 6.361}, {'end': 2018.041, 'text': 'precision is for creating a highly targeted audience to show your ads and it is straightforward.', 'start': 2010.759, 'duration': 7.282}, {'end': 2022.362, 'text': 'agility refers to the performance measurement data which is available pretty quickly.', 'start': 2018.041, 'duration': 4.321}, {'end': 2026.923, 'text': 'So for all these reasons, you should go for PPC for your business.', 'start': 2022.702, 'duration': 4.221}, {'end': 2033.53, 'text': 'Now there must be some downfall if there are so many noted advantage for a business strategy, right?', 'start': 2027.623, 'duration': 5.907}, {'end': 2037.133, 'text': 'So what are the drawbacks of using PPC and how?', 'start': 2034.13, 'duration': 3.003}, {'end': 2038.935, 'text': 'you should be aware of the malfunction?', 'start': 2037.133, 'duration': 1.802}, {'end': 2043.961, 'text': 'So the major drawbacks of PPC would be the cost and the volume.', 'start': 2039.716, 'duration': 4.245}, {'end': 2052.916, 'text': 'Cost is one major pitfall of using PPC marketing, because the amount of money you spend on each ad is very high.', 'start': 2044.531, 'duration': 8.385}, {'end': 2059.44, 'text': 'So, depending on your competition and the business requirement, PPC will benefit your organization,', 'start': 2053.315, 'duration': 6.125}, {'end': 2062.562, 'text': "but you'll have to spend more on it and the volume.", 'start': 2059.44, 'duration': 3.122}, {'end': 2069.88, 'text': "If the users aren't searching for product or services that you offer, search and shopping ads won't generate.", 'start': 2062.918, 'duration': 6.962}, {'end': 2073.281, 'text': 'much traffic does, leading to the downfall of your business.', 'start': 2069.88, 'duration': 3.401}, {'end': 2084.844, 'text': 'Okay So what sort of PPC at should you go for other any types or so on so the types of PPC ads completely depend on your marketing strategy and goals.', 'start': 2073.761, 'duration': 11.083}, {'end': 2088.065, 'text': 'So you should always be aware of the ads that you want to promote.', 'start': 2085.264, 'duration': 2.801}, {'end': 2092.246, 'text': 'trust the interest of the viewer by making it more appealing.', 'start': 2088.065, 'duration': 4.181}, {'end': 2094.61, 'text': 'decide to promote your product.', 'start': 2093.01, 'duration': 1.6}, {'end': 2100.533, 'text': "This is the must, guys, because until and unless you like the product that you're promoting,", 'start': 2094.65, 'duration': 5.883}, {'end': 2109.196, 'text': 'nobody would actually go for it right and always be ready to take action on any of the activities that might lead to revenue generation.', 'start': 2100.533, 'duration': 8.663}, {'end': 2111.957, 'text': "So you should be well aware of what you're doing.", 'start': 2109.556, 'duration': 2.401}, {'end': 2116.259, 'text': 'So what are the notable things that you should know before going for PPC?', 'start': 2112.798, 'duration': 3.461}, {'end': 2120.249, 'text': 'You should know about digital ad strategy.', 'start': 2116.886, 'duration': 3.363}, {'end': 2130.878, 'text': 'digital advertisement design, ad landing page at targeting and pricing, ad strategy or the digital ad strategy is the important part of PPC.', 'start': 2120.249, 'duration': 10.629}, {'end': 2140.797, 'text': 'You know how to develop the foundation of your business with the step-by-step process to create goals and persona segments for your campaigns.', 'start': 2131.568, 'duration': 9.229}, {'end': 2148.645, 'text': 'also, the cross-channel methods for acquisition, nurturing, building customer loyalty and branding are very important in this phase.', 'start': 2140.797, 'duration': 7.848}, {'end': 2151.336, 'text': 'Now the next one is digital ad design.', 'start': 2149.315, 'duration': 2.021}, {'end': 2158.961, 'text': 'If you break down the differences between PPC display and social ads, you know that the benefits and the best practices for each.', 'start': 2151.416, 'duration': 7.545}, {'end': 2165.185, 'text': "find out how to write relevant ad copy headlines, lead generation forms and CDA's.", 'start': 2158.961, 'duration': 6.224}, {'end': 2167.047, 'text': 'that is called to actions.', 'start': 2165.185, 'duration': 1.862}, {'end': 2175.172, 'text': 'also learn about relevant imagery content, including cinematography, video flash banners, pop-ups and so on.', 'start': 2167.047, 'duration': 8.125}], 'summary': 'Optimizing content: target audience, keyword research, web analysis, seo types, ppc advantages, drawbacks, and strategies.', 'duration': 549.389, 'max_score': 1625.783, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH41625783.jpg'}, {'end': 1814.968, 'src': 'embed', 'start': 1786.512, 'weight': 0, 'content': [{'end': 1795.797, 'text': 'white hat is the most popular SEO technique that utilizes methods and techniques to improve search engine rankings of a website.', 'start': 1786.512, 'duration': 9.285}, {'end': 1802.32, 'text': 'It carries less risk and tends to deliver lasting and compounding value over time.', 'start': 1796.477, 'duration': 5.843}, {'end': 1806.203, 'text': 'It adheres to Google webmaster guidelines guys.', 'start': 1802.921, 'duration': 3.282}, {'end': 1814.968, 'text': 'So this promisingly follows the guidelines of Google, Whereas we have something called as Black Hat SEO,', 'start': 1806.703, 'duration': 8.265}], 'summary': 'White hat seo is most popular, adheres to google guidelines, delivers lasting value.', 'duration': 28.456, 'max_score': 1786.512, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH41786512.jpg'}, {'end': 1909.115, 'src': 'embed', 'start': 1886.337, 'weight': 1, 'content': [{'end': 1893.6, 'text': 'PPC ads are visible flexible and effective for many different types of organizations with paid search.', 'start': 1886.337, 'duration': 7.263}, {'end': 1895.78, 'text': 'You only pay when your ad is clicked.', 'start': 1893.66, 'duration': 2.12}, {'end': 1900.722, 'text': 'So these are basically the ads that are present on top whenever you search for a particular keyword.', 'start': 1896.22, 'duration': 4.502}, {'end': 1909.115, 'text': 'So, essentially, this is the way of buying visits to your website, rather than attempting to earn those visits organically.', 'start': 1901.289, 'duration': 7.826}], 'summary': 'Ppc ads are visible, flexible, and effective, with payment per click, providing top visibility for targeted keywords.', 'duration': 22.778, 'max_score': 1886.337, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH41886337.jpg'}, {'end': 2318.985, 'src': 'embed', 'start': 2294.648, 'weight': 2, 'content': [{'end': 2302.614, 'text': 'So what do you understand by the word content content actually means something that has valuable information in terms of business.', 'start': 2294.648, 'duration': 7.966}, {'end': 2308.038, 'text': 'It is related to data and strategy of how to deliver your product to the audience,', 'start': 2302.674, 'duration': 5.364}, {'end': 2312.001, 'text': 'and the standard definition of content marketing goes something like this', 'start': 2308.038, 'duration': 3.963}, {'end': 2318.985, 'text': 'It is a strategic marketing approach that is focused on creating and distributing valuable,', 'start': 2312.581, 'duration': 6.404}], 'summary': 'Content marketing is a strategic approach focused on creating and distributing valuable information for business.', 'duration': 24.337, 'max_score': 2294.648, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH42294648.jpg'}, {'end': 2489.448, 'src': 'embed', 'start': 2457.697, 'weight': 3, 'content': [{'end': 2462.798, 'text': 'The main reason or the actual reason for you to work on content marketing is to sell your product.', 'start': 2457.697, 'duration': 5.101}, {'end': 2468.796, 'text': 'So the Outlook of content marketing sales funnel looks something like this here.', 'start': 2463.613, 'duration': 5.183}, {'end': 2470.857, 'text': 'You can see that the number of viewers are high.', 'start': 2468.856, 'duration': 2.001}, {'end': 2475.04, 'text': 'This is the double number of people who are actually purchasing your product guys.', 'start': 2471.398, 'duration': 3.642}, {'end': 2481.964, 'text': 'So say, close to 75% of people are looking for information about the content that you already have,', 'start': 2475.66, 'duration': 6.304}, {'end': 2489.448, 'text': 'and the next phase is the one where the users show some interest in your website or your content and has thought about going further with it.', 'start': 2481.964, 'duration': 7.484}], 'summary': 'Content marketing aims to drive sales with high viewer engagement and doubled purchase rates.', 'duration': 31.751, 'max_score': 2457.697, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH42457697.jpg'}, {'end': 2671.285, 'src': 'embed', 'start': 2640.696, 'weight': 4, 'content': [{'end': 2643.917, 'text': 'is there anything that can help you promote your product?', 'start': 2640.696, 'duration': 3.221}, {'end': 2648.885, 'text': 'that is Social media marketing, increases the website traffic,', 'start': 2643.917, 'duration': 4.968}, {'end': 2657.132, 'text': 'helps build formal conversation with the clients and also helps in raising brand awareness among the people on the social media platform,', 'start': 2648.885, 'duration': 8.247}, {'end': 2663.798, 'text': "because more than half of the entire world's population is on internet and also most of them are on social media.", 'start': 2657.132, 'duration': 6.666}, {'end': 2671.285, 'text': 'So creating a brand identity and a positive Outlook for your organization is done using social media marketing.', 'start': 2664.319, 'duration': 6.966}], 'summary': "Social media marketing increases website traffic, builds client conversation, and raises brand awareness among over half the world's population on the internet.", 'duration': 30.589, 'max_score': 2640.696, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH42640696.jpg'}, {'end': 2940.547, 'src': 'embed', 'start': 2907.978, 'weight': 9, 'content': [{'end': 2913.48, 'text': 'It is a photo and video sharing social networking service created by Facebook.', 'start': 2907.978, 'duration': 5.502}, {'end': 2921.103, 'text': 'So sharing your content on Instagram is also going to benefit your organization and also make you a socially active persons.', 'start': 2913.861, 'duration': 7.242}, {'end': 2929.898, 'text': 'I see most of the people try using Instagram for showing off their social life but Instagram is also used for promoting the products as well.', 'start': 2921.483, 'duration': 8.415}, {'end': 2940.547, 'text': 'There are groups or there are websites which have the Instagram account so that they keep posting updates regarding any of the new change which is there in their organization.', 'start': 2930.198, 'duration': 10.349}], 'summary': 'Instagram, a social networking service, benefits organizations by promoting products and staying socially active.', 'duration': 32.569, 'max_score': 2907.978, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH42907978.jpg'}, {'end': 3046.465, 'src': 'embed', 'start': 2993.562, 'weight': 5, 'content': [{'end': 2999.504, 'text': 'or you can either build your connection by posting it on your timeline itself to let people know about the work you do.', 'start': 2993.562, 'duration': 5.942}, {'end': 3004.881, 'text': 'Okay, so LinkedIn is a professional way of promoting a product guys.', 'start': 3000.197, 'duration': 4.684}, {'end': 3010.746, 'text': 'So encourage customers or clients to give your business a recommendation on your LinkedIn profile,', 'start': 3005.722, 'duration': 5.024}, {'end': 3016.871, 'text': 'and these recommendations make your business appear more creditable and more reliable for new prospects.', 'start': 3010.746, 'duration': 6.125}, {'end': 3019.793, 'text': 'But the next one is YouTube.', 'start': 3017.691, 'duration': 2.102}, {'end': 3028.08, 'text': 'YouTube is the number one place for creating and sharing video content, and it can also be incredibly powerful social media marketing tool.', 'start': 3019.793, 'duration': 8.287}, {'end': 3031.878, 'text': 'It is now operating as one of the Google subsidiary.', 'start': 3028.837, 'duration': 3.041}, {'end': 3035.94, 'text': 'So what is so fascinating about YouTube?', 'start': 3032.819, 'duration': 3.121}, {'end': 3046.465, 'text': 'YouTube allows users to upload, view rate, share report or comment on videos and subscribe to channels to get more views,', 'start': 3035.94, 'duration': 10.525}], 'summary': 'Linkedin: encourage recommendations for credibility. youtube: powerful for video content and marketing.', 'duration': 52.903, 'max_score': 2993.562, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH42993562.jpg'}, {'end': 3116.157, 'src': 'embed', 'start': 3092.952, 'weight': 8, 'content': [{'end': 3100.297, 'text': 'Twitter is one of the most widely used social media marketing tools that let you broadcast your updates across the web.', 'start': 3092.952, 'duration': 7.345}, {'end': 3108.423, 'text': 'It is a micro blogging and social networking service on which users post and interact with messages known as tweets.', 'start': 3100.797, 'duration': 7.626}, {'end': 3116.157, 'text': 'Follow tweeters in your industry or related fields and you will gain a steady stream of followers in return.', 'start': 3109.471, 'duration': 6.686}], 'summary': 'Twitter is a widely used marketing tool for broadcasting updates and gaining followers.', 'duration': 23.205, 'max_score': 3092.952, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH43092952.jpg'}, {'end': 3207.706, 'src': 'embed', 'start': 3179.05, 'weight': 7, 'content': [{'end': 3186.574, 'text': 'It is the most direct and effective way of connecting with your leads, nurturing them and turning them into customers,', 'start': 3179.05, 'duration': 7.524}, {'end': 3190.056, 'text': 'consistently winning out over all other marketing channels.', 'start': 3186.574, 'duration': 3.482}, {'end': 3193.213, 'text': 'How did email marketing come into the bigger picture?', 'start': 3190.791, 'duration': 2.422}, {'end': 3199.299, 'text': 'The first email was sent by Ray Tomlin son in the year 1971.', 'start': 3193.794, 'duration': 5.505}, {'end': 3207.706, 'text': 'according to a few sources, what he sent was nothing really special, but it was just a series of numbers and letters that looked more like a password.', 'start': 3199.299, 'duration': 8.407}], 'summary': 'Email marketing is the most direct and effective way of connecting with leads, dating back to the first email sent by ray tomlinson in 1971.', 'duration': 28.656, 'max_score': 3179.05, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH43179050.jpg'}], 'start': 1600.066, 'title': 'Digital marketing strategies', 'summary': 'Covers seo content optimization, pay-per-click marketing, content and social media marketing, and social media marketing overview, emphasizing key techniques and platforms, such as white hat, black hat, and grey hat seo, cost-effectiveness and targeted audience reach of ppc, the sales funnel of content marketing, and the benefits of various social media platforms.', 'chapters': [{'end': 1862.352, 'start': 1600.066, 'title': 'Seo content optimization', 'summary': 'Introduces key points of search engine optimization, including the importance of content optimization, keyword research, and types of seo techniques, such as white hat, black hat, and grey hat, with emphasis on adhering to google guidelines and achieving lasting value.', 'duration': 262.286, 'highlights': ['Content optimization and keyword research are essential for SEO, including targeting the right audience and prioritizing keywords based on search volume and competition. Content optimization and keyword research are essential for SEO, including targeting the right audience and prioritizing keywords based on search volume and competition.', 'Types of SEO techniques, such as white hat, black hat, and grey hat, are discussed, emphasizing the lasting and compounding value of white hat SEO and the temporary success of black hat SEO. Types of SEO techniques, such as white hat, black hat, and grey hat, are discussed, emphasizing the lasting and compounding value of white hat SEO and the temporary success of black hat SEO.', 'White hat SEO adheres to Google webmaster guidelines and delivers lasting and compounding value over time, while black hat SEO exploits weaknesses in search engine algorithms for quick but short-lasting growth. White hat SEO adheres to Google webmaster guidelines and delivers lasting and compounding value over time, while black hat SEO exploits weaknesses in search engine algorithms for quick but short-lasting growth.']}, {'end': 2433.006, 'start': 1862.892, 'title': 'Seo optimization and pay-per-click marketing', 'summary': 'Outlines the basics of seo optimization and the benefits of pay-per-click marketing, highlighting the cost-effectiveness and targeted audience reach of ppc, as well as the strategic approach and historical significance of content marketing.', 'duration': 570.114, 'highlights': ['PPC benefits include cost-effectiveness and targeted audience reach. PPC ads offer flexibility and effectiveness for various organizations, providing a cost-effective way to generate website traffic and target specific audiences.', "Content marketing has a strategic and historical significance. Content marketing is a strategic approach focused on creating and distributing valuable content to attract and retain a defined audience, with historical roots dating back to Benjamin Franklin's advertising efforts in 1732.", 'SEO optimization and pay-per-click are two key marketing strategies. The chapter introduces the transition from black hat SEO to white hat, explains PPC as a way to buy website visits, and emphasizes the importance of SEO as organic marketing and PPC for targeted advertising.']}, {'end': 2874.029, 'start': 2433.692, 'title': 'Content and social media marketing', 'summary': 'Discusses the sales funnel of content marketing, emphasizing the high number of viewers compared to purchasers, and then delves into the power of social media marketing, highlighting its ability to generate traffic, build brand identity, and engage with a global audience.', 'duration': 440.337, 'highlights': ['The sales funnel of content marketing shows a high number of viewers compared to purchasers, with 75% of people seeking information about the content but only 23% showing interest in investing in the product.', "Social media marketing is highlighted as a powerful tool for generating traffic, building brand identity, and engaging with a global audience, as over half of the world's population is on the internet and most are on social media platforms.", 'Tips for social media marketing include content planning, creating great content, consistent brand image, promotion, and keeping track of competitors, emphasizing the importance of leveraging unique content and choosing the right social media platform for business promotion, such as Facebook.']}, {'end': 3224.848, 'start': 2874.029, 'title': 'Social media marketing overview', 'summary': 'Discusses the benefits of using various social media platforms including facebook, instagram, linkedin, youtube, and twitter for promoting products and engaging with customers, emphasizing the potential reach and impact of each platform, and how email marketing has evolved since its inception in 1971.', 'duration': 350.819, 'highlights': ["YouTube allows users to upload, view, rate, share, report, or comment on videos and subscribe to channels to get more views and likes, focusing on creating useful, instructive videos to gain subscribers and increase the chances of ranking on the first page on Google. YouTube's potential for video content creation and social media marketing, emphasizing the importance of creating instructive videos to gain subscribers and improve search rankings.", "LinkedIn is a professional way of promoting a product, encouraging customers or clients to give business recommendations on the LinkedIn profile to appear more credible and reliable for new prospects. LinkedIn's professional networking and promotional opportunities, highlighting the value of customer recommendations for enhancing business credibility.", 'Email marketing is the most direct and effective way of connecting with leads, nurturing them, and turning them into customers, consistently winning over all other marketing channels. The effectiveness of email marketing in connecting with leads and converting them into customers, emphasizing its superiority over other marketing channels.', "Twitter is a widely used social media marketing tool that revolves around dialogue and communication, encouraging active interaction, retweeting, and replying to build a following and nurture relationships. Twitter's emphasis on dialogue and active interaction for building a following and nurturing relationships in social media marketing.", 'Instagram is a growing social media platform used for promoting businesses and products through photo and video sharing, including the use of sponsored promotions, stories, and paid ads to reach a wider audience. The promotional potential of Instagram through various features like sponsored promotions, stories, and paid ads, highlighting its value for business promotion.']}], 'duration': 1624.782, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH41600066.jpg', 'highlights': ['White hat SEO delivers lasting and compounding value over time, while black hat SEO exploits weaknesses in search engine algorithms for quick but short-lasting growth.', 'PPC ads offer flexibility and effectiveness for various organizations, providing a cost-effective way to generate website traffic and target specific audiences.', "Content marketing is a strategic approach focused on creating and distributing valuable content to attract and retain a defined audience, with historical roots dating back to Benjamin Franklin's advertising efforts in 1732.", 'The sales funnel of content marketing shows a high number of viewers compared to purchasers, with 75% of people seeking information about the content but only 23% showing interest in investing in the product.', "Social media marketing is highlighted as a powerful tool for generating traffic, building brand identity, and engaging with a global audience, as over half of the world's population is on the internet and most are on social media platforms.", "YouTube's potential for video content creation and social media marketing, emphasizing the importance of creating instructive videos to gain subscribers and improve search rankings.", "LinkedIn's professional networking and promotional opportunities, highlighting the value of customer recommendations for enhancing business credibility.", 'Email marketing is the most direct and effective way of connecting with leads, nurturing them, and turning them into customers, consistently winning over all other marketing channels.', "Twitter's emphasis on dialogue and active interaction for building a following and nurturing relationships in social media marketing.", 'The promotional potential of Instagram through various features like sponsored promotions, stories, and paid ads, highlighting its value for business promotion.']}, {'end': 5511.191, 'segs': [{'end': 3800.383, 'src': 'heatmap', 'start': 3246.897, 'weight': 0, 'content': [{'end': 3252.22, 'text': "So let's understand what those are, apart from being a primary source of communication.", 'start': 3246.897, 'duration': 5.323}, {'end': 3255.803, 'text': 'There are a few more reasons why you should go for email marketing.', 'start': 3252.361, 'duration': 3.442}, {'end': 3258.945, 'text': 'The major reasons are listed here.', 'start': 3257.124, 'duration': 1.821}, {'end': 3264.168, 'text': 'So the first reason would be it gives you a better ROI, or high ROI.', 'start': 3259.145, 'duration': 5.023}, {'end': 3269.972, 'text': "email marketing returns close to $44 for every one dollar that you're going to be spending.", 'start': 3264.168, 'duration': 5.804}, {'end': 3274.575, 'text': 'Also, it is an effective channel to reach your customers or prospects.', 'start': 3270.812, 'duration': 3.763}, {'end': 3283.239, 'text': 'Email marketing is close to 40 times more effective than Facebook, Twitter, to gain a lot of new customers,', 'start': 3275.237, 'duration': 8.002}, {'end': 3287.38, 'text': 'and also it is easy to integrate with other communication channels.', 'start': 3283.239, 'duration': 4.141}, {'end': 3296.063, 'text': 'and also you can take this chance to enlarge your audience through emails and by blending these emails with your profiles on the social media platforms.', 'start': 3287.38, 'duration': 8.683}, {'end': 3304.623, 'text': 'In fact, the recent study shows that 72% of people prefer receiving promotional content through email,', 'start': 3296.96, 'duration': 7.663}, {'end': 3309.625, 'text': 'compared to 17% people who prefer getting notifications from social media.', 'start': 3304.623, 'duration': 5.002}, {'end': 3314.987, 'text': 'So this graph here shows the number of people who prefer using email over other medians.', 'start': 3310.325, 'duration': 4.662}, {'end': 3319.216, 'text': 'So yeah email also helps drive conversions.', 'start': 3315.854, 'duration': 3.362}, {'end': 3323.659, 'text': 'Most of the marketers are focused on driving more customers to their product,', 'start': 3319.336, 'duration': 4.323}, {'end': 3328.782, 'text': 'but regardless of whether they do so in the form of lead sales membership,', 'start': 3323.659, 'duration': 5.123}, {'end': 3334.106, 'text': 'the ultimate goal for marketers is to turn potential customers into paying customers.', 'start': 3328.782, 'duration': 5.324}, {'end': 3341.658, 'text': "This is the right platform because when you talk about conversions, there isn't a more powerful channel rather than email.", 'start': 3334.955, 'duration': 6.703}, {'end': 3349.442, 'text': 'In fact, the average click-through rate of an email campaign is around 3%, and if you compare it with Twitter,', 'start': 3342.059, 'duration': 7.383}, {'end': 3354.585, 'text': 'the average click-through rate from a tweet is around 0.5%.', 'start': 3349.442, 'duration': 5.143}, {'end': 3357.246, 'text': 'So what are the best practices for email marketing?', 'start': 3354.585, 'duration': 2.661}, {'end': 3363.89, 'text': 'If you start with email marketing, you would definitely know the best tactics and some ways to improve your skills.', 'start': 3357.787, 'duration': 6.103}, {'end': 3372.005, 'text': 'So a few notable ones among them are build your own list buying email list is actually a waste of time guys.', 'start': 3364.6, 'duration': 7.405}, {'end': 3380.091, 'text': "You'll be turning off most of the people whom you're hoping to turn them into customers and run the risk of being a labeled spammer.", 'start': 3372.926, 'duration': 7.165}, {'end': 3383.093, 'text': 'So do not buy email lists.', 'start': 3380.671, 'duration': 2.422}, {'end': 3387.556, 'text': 'Okay, and also do not send out ads all the time.', 'start': 3383.333, 'duration': 4.223}, {'end': 3394.862, 'text': 'use your emails to build rapport with customers by sharing your expertise, giving them tips and insights.', 'start': 3387.556, 'duration': 7.306}, {'end': 3396.023, 'text': 'They can value.', 'start': 3394.922, 'duration': 1.101}, {'end': 3403.968, 'text': 'also establish your goals, clearly check what you want to focus on and deliver it to the customers as it is required,', 'start': 3396.023, 'duration': 7.945}, {'end': 3407.39, 'text': 'and also select a type of campaign that you want to send up.', 'start': 3403.968, 'duration': 3.422}, {'end': 3412.053, 'text': 'this lays a foundation of what kind of campaign you want to create on your own.', 'start': 3407.39, 'duration': 4.663}, {'end': 3417.456, 'text': 'So this was about email marketing guys now moving ahead.', 'start': 3412.653, 'duration': 4.803}, {'end': 3419.518, 'text': "Let's take a look at Google Analytics.", 'start': 3417.497, 'duration': 2.021}, {'end': 3428.451, 'text': 'Google Analytics is basically a web analytics service offered by Google that helps in tracking and reporting website traffic.', 'start': 3420.268, 'duration': 8.183}, {'end': 3432.552, 'text': 'It is also one of the most powerful digital analytics software.', 'start': 3429.111, 'duration': 3.441}, {'end': 3438.134, 'text': 'This software provides valuable insights that help in shaping your business strategy.', 'start': 3433.012, 'duration': 5.122}, {'end': 3439.395, 'text': 'So what does it mean?', 'start': 3438.494, 'duration': 0.901}, {'end': 3443.116, 'text': 'What valuable insight do I need to build my business?', 'start': 3439.555, 'duration': 3.561}, {'end': 3451.956, 'text': 'All companies have an online appearance and therefore it becomes very important for you to learn the inner structure of your website,', 'start': 3443.994, 'duration': 7.962}, {'end': 3455.077, 'text': 'to see whether it is accomplishing its goals or not.', 'start': 3451.956, 'duration': 3.121}, {'end': 3461.658, 'text': 'Irrespective of the type of website you should understand the study of the behavior of their visitors.', 'start': 3455.097, 'duration': 6.561}, {'end': 3466.919, 'text': 'So why do you need Google Analytics? Google Analytics is free of cost.', 'start': 3462.518, 'duration': 4.401}, {'end': 3473.361, 'text': "Google does not charge you for using Google Analytics and you don't have to pay anything to use this product.", 'start': 3467.5, 'duration': 5.861}, {'end': 3478.072, 'text': 'Data collection is also automatic in Google Analytics,', 'start': 3474.071, 'duration': 4.001}, {'end': 3487.896, 'text': 'as this has special feature that reduces the work that is required to put Google Analytics data into Google Docs sites or spreadsheets,', 'start': 3478.072, 'duration': 9.824}, {'end': 3490.397, 'text': 'and also you can easily customize your results.', 'start': 3487.896, 'duration': 2.501}, {'end': 3494.618, 'text': 'You can create your own reports in Google Analytics.', 'start': 3491.537, 'duration': 3.081}, {'end': 3502.821, 'text': 'You can either choose one from all the reports that Google creates or even build your own customized report using drag-and-drop mechanism.', 'start': 3495.018, 'duration': 7.803}, {'end': 3512.913, 'text': 'It also helps measure internal site search internal site basically reveals what potential customers are looking for after landing on your website.', 'start': 3503.51, 'duration': 9.403}, {'end': 3515.814, 'text': 'You can track them using Google Analytics.', 'start': 3513.533, 'duration': 2.281}, {'end': 3519.675, 'text': 'Also, this helps you a lot with targeting the right platform.', 'start': 3516.354, 'duration': 3.321}, {'end': 3528.12, 'text': 'Social media platforms are a great way to drive a lot of traffic and engage potential customers and using Google Analytics.', 'start': 3520.316, 'duration': 7.804}, {'end': 3534.463, 'text': 'You have access to view what catches the attention of the users and then place the ad accordingly.', 'start': 3528.36, 'duration': 6.103}, {'end': 3538.104, 'text': 'So this is about Google Analytics moving ahead.', 'start': 3534.843, 'duration': 3.261}, {'end': 3543.907, 'text': "Let's take a look at CRO or what we see is conversion rate optimization.", 'start': 3538.164, 'duration': 5.743}, {'end': 3554.49, 'text': 'Conversion rate optimization is a systematic process of increasing the percentage of website visitors who perform desired actions,', 'start': 3544.784, 'duration': 9.706}, {'end': 3558.613, 'text': 'like filling out a form, becoming customers, and so on.', 'start': 3554.49, 'duration': 4.123}, {'end': 3563.796, 'text': 'the CR process involves understanding how users move through your site,', 'start': 3558.613, 'duration': 5.183}, {'end': 3568.719, 'text': "what actions they perform and what's the barrier that is stopping them to complete the task.", 'start': 3563.796, 'duration': 4.923}, {'end': 3573.37, 'text': "For example, let's say you're purchasing a product online here.", 'start': 3569.426, 'duration': 3.944}, {'end': 3580.296, 'text': 'You first perform certain actions on the web page and then ask for suggestions from your friends or relatives and so on.', 'start': 3573.49, 'duration': 6.806}, {'end': 3588.983, 'text': "and finally, when you want to decide to go ahead and buy this product, you'll have your own set of queries right and you want some assistance for it,", 'start': 3580.296, 'duration': 8.687}, {'end': 3592.566, 'text': "and you'll go across and call the customer care as to how you can do it.", 'start': 3588.983, 'duration': 3.583}, {'end': 3599.773, 'text': 'Why should you want this product and all of it? and then finally you decide to buy this product online.', 'start': 3592.987, 'duration': 6.786}, {'end': 3603.88, 'text': 'So this exact process is called conversion rate optimization.', 'start': 3600.033, 'duration': 3.847}, {'end': 3606.504, 'text': 'So how to calculate a conversion rate?', 'start': 3604.32, 'duration': 2.184}, {'end': 3614.815, 'text': "Your site's conversion rate is the number of times a customer or the user completes a task divided by your site's traffic.", 'start': 3607.108, 'duration': 7.707}, {'end': 3623.422, 'text': 'If a user can convert in each visit such as buying a product divide the number of conversions by the number of sessions.', 'start': 3615.335, 'duration': 8.087}, {'end': 3626.245, 'text': 'That is the number of different times a user came to your site.', 'start': 3623.643, 'duration': 2.602}, {'end': 3632.114, 'text': 'If you sell a subscription divide the number of conversions by the number of users.', 'start': 3626.912, 'duration': 5.202}, {'end': 3637.677, 'text': 'So the conversion rate optimization takes place after the visitors makes it to your website.', 'start': 3632.635, 'duration': 5.042}, {'end': 3647.421, 'text': 'This is different from conversion optimization for SEO or paid ads that focuses on who clicks through your site from the organic search results.', 'start': 3638.397, 'duration': 9.024}, {'end': 3651.223, 'text': 'How many clicks you get and which keyword are driving traffic? Okay.', 'start': 3647.781, 'duration': 3.442}, {'end': 3656.045, 'text': 'So what are the different ways in which CRO can benefit your business?', 'start': 3651.623, 'duration': 4.422}, {'end': 3664.769, 'text': 'while not necessarily directly related to attracting organic website traffic or ranking on a search engine result pages,', 'start': 3657.006, 'duration': 7.763}, {'end': 3670.331, 'text': 'conversion rate optimization has distinct benefits for SEO or your company business.', 'start': 3664.769, 'duration': 5.562}, {'end': 3674.566, 'text': 'They majorly include improved customer insights.', 'start': 3671.064, 'duration': 3.502}, {'end': 3683.632, 'text': 'CRO can help you with a better understanding of your key audience and find what language or messaging best opens up to their needs.', 'start': 3674.566, 'duration': 9.066}, {'end': 3687.655, 'text': 'CRO looks at finding the right customers for your business.', 'start': 3683.632, 'duration': 4.023}, {'end': 3697.355, 'text': 'better ROI, higher conversion rate means making more of the resources you have By studying how you can get the most out of your acquisition efforts.', 'start': 3687.655, 'duration': 9.7}, {'end': 3701.959, 'text': "You'll get in more conversions without having to bring in more potential customers.", 'start': 3697.715, 'duration': 4.244}, {'end': 3704.822, 'text': 'It also increases the scalability.', 'start': 3702.399, 'duration': 2.423}, {'end': 3712.289, 'text': 'while your audience size may not scale as your business grows, CRO lets you grow without running out of resources,', 'start': 3704.822, 'duration': 7.467}, {'end': 3715.792, 'text': "and prospective customers audience aren't infinite.", 'start': 3712.289, 'duration': 3.503}, {'end': 3724.766, 'text': "You can turn more browsers into buyers and you'll be able to grow your business without running out of potential customers.", 'start': 3716.582, 'duration': 8.184}, {'end': 3730.429, 'text': 'better user experience is also established when users feel sophisticated on your website.', 'start': 3724.766, 'duration': 5.663}, {'end': 3737.693, 'text': 'They tend to stick around CRO studies what works on your site by taking what works and expanding on it.', 'start': 3730.489, 'duration': 7.204}, {'end': 3740.454, 'text': "You'll make a better user experience.", 'start': 3738.133, 'duration': 2.321}, {'end': 3749.083, 'text': 'and the last and most important benefit is the trust, So for a user to share their credit card, email and any sort of personal information.', 'start': 3740.454, 'duration': 8.629}, {'end': 3752.226, 'text': 'They have to genuinely trust the site.', 'start': 3749.583, 'duration': 2.643}, {'end': 3757.73, 'text': 'your website is your number one salesperson, just like an internal sales team.', 'start': 3752.226, 'duration': 5.504}, {'end': 3763.975, 'text': 'your site needs to be professional, courageous and ready to answer all your customers questions.', 'start': 3757.73, 'duration': 6.245}, {'end': 3772.001, 'text': "Okay, so this was about a CRO But this let's hop on to the next topic of this video on digital marketing tutorial.", 'start': 3764.335, 'duration': 7.666}, {'end': 3775.184, 'text': "So let's understand how to become a digital marketer.", 'start': 3772.061, 'duration': 3.123}, {'end': 3781.97, 'text': 'So well in order to become a successful digital marketer, you need to possess some desired skill sets.', 'start': 3776.405, 'duration': 5.565}, {'end': 3791.057, 'text': 'Some of the top skills that you need to have in order to bag a role of digital marketer are specific marketing channel expertise.', 'start': 3782.651, 'duration': 8.406}, {'end': 3800.383, 'text': 'should have worked on a marketing campaign, ability to execute and analyze marketing campaign, should have the basic knowledge of WordPress,', 'start': 3791.057, 'duration': 9.326}], 'summary': 'Email marketing offers high roi, google analytics provides valuable insights, and cro benefits include improved customer insights and better user experience.', 'duration': 40.483, 'max_score': 3246.897, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH43246897.jpg'}, {'end': 3487.896, 'src': 'embed', 'start': 3455.097, 'weight': 2, 'content': [{'end': 3461.658, 'text': 'Irrespective of the type of website you should understand the study of the behavior of their visitors.', 'start': 3455.097, 'duration': 6.561}, {'end': 3466.919, 'text': 'So why do you need Google Analytics? Google Analytics is free of cost.', 'start': 3462.518, 'duration': 4.401}, {'end': 3473.361, 'text': "Google does not charge you for using Google Analytics and you don't have to pay anything to use this product.", 'start': 3467.5, 'duration': 5.861}, {'end': 3478.072, 'text': 'Data collection is also automatic in Google Analytics,', 'start': 3474.071, 'duration': 4.001}, {'end': 3487.896, 'text': 'as this has special feature that reduces the work that is required to put Google Analytics data into Google Docs sites or spreadsheets,', 'start': 3478.072, 'duration': 9.824}], 'summary': 'Google analytics is free, automates data collection, and reduces work for website analysis.', 'duration': 32.799, 'max_score': 3455.097, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH43455097.jpg'}, {'end': 3712.289, 'src': 'embed', 'start': 3683.632, 'weight': 3, 'content': [{'end': 3687.655, 'text': 'CRO looks at finding the right customers for your business.', 'start': 3683.632, 'duration': 4.023}, {'end': 3697.355, 'text': 'better ROI, higher conversion rate means making more of the resources you have By studying how you can get the most out of your acquisition efforts.', 'start': 3687.655, 'duration': 9.7}, {'end': 3701.959, 'text': "You'll get in more conversions without having to bring in more potential customers.", 'start': 3697.715, 'duration': 4.244}, {'end': 3704.822, 'text': 'It also increases the scalability.', 'start': 3702.399, 'duration': 2.423}, {'end': 3712.289, 'text': 'while your audience size may not scale as your business grows, CRO lets you grow without running out of resources,', 'start': 3704.822, 'duration': 7.467}], 'summary': 'Cro increases roi and conversion rate by optimizing customer acquisition, allowing for scalable growth without exhausting resources.', 'duration': 28.657, 'max_score': 3683.632, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH43683632.jpg'}, {'end': 3930.669, 'src': 'embed', 'start': 3906.058, 'weight': 4, 'content': [{'end': 3912.481, 'text': 'Wherever consumer behavior has shifted, marketing spends or marketing efforts have adjusted in response.', 'start': 3906.058, 'duration': 6.423}, {'end': 3917.526, 'text': 'As confinement measures were introduced around the world Out of home,', 'start': 3913.442, 'duration': 4.084}, {'end': 3923.348, 'text': 'what we normally call as OOH and cinema advertising have shrank almost instantly.', 'start': 3917.526, 'duration': 5.822}, {'end': 3925.708, 'text': 'Print advertising has also fallen.', 'start': 3924.008, 'duration': 1.7}, {'end': 3927.209, 'text': 'Many of you would have noticed that.', 'start': 3925.748, 'duration': 1.461}, {'end': 3930.669, 'text': 'Meanwhile, in-home media usage has gone up.', 'start': 3928.129, 'duration': 2.54}], 'summary': 'Covid-19 confinement led to a rapid decline in ooh and cinema advertising, while in-home media usage increased.', 'duration': 24.611, 'max_score': 3906.058, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH43906058.jpg'}, {'end': 3988.279, 'src': 'embed', 'start': 3956.463, 'weight': 5, 'content': [{'end': 3962.969, 'text': 'And SEO or search engine optimization is one of the most important aspects of digital marketing.', 'start': 3956.463, 'duration': 6.506}, {'end': 3968.794, 'text': 'Almost all brands, irrespective of the domain or category, need SEO.', 'start': 3964.01, 'duration': 4.784}, {'end': 3977.19, 'text': 'As a marketer or a digital marketing specialist, one is expected to know understand and implement SEO.', 'start': 3969.614, 'duration': 7.576}, {'end': 3988.279, 'text': "So let's get started with why do we need SEO? A huge percentage of content, product and brand discovery originates in search.", 'start': 3977.871, 'duration': 10.408}], 'summary': 'Seo is crucial for digital marketing, with a significant percentage of content, product, and brand discovery originating in search.', 'duration': 31.816, 'max_score': 3956.463, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH43956463.jpg'}, {'end': 4368.797, 'src': 'embed', 'start': 4336.426, 'weight': 13, 'content': [{'end': 4346.891, 'text': 'on an average, about 10% of the clicks happen on the ads and 10% on the next page link that you see at the bottom of the Google page.', 'start': 4336.426, 'duration': 10.465}, {'end': 4353.591, 'text': 'Now a good wholesome 30% happens on the first result that pops up.', 'start': 4348.072, 'duration': 5.519}, {'end': 4362.674, 'text': 'That is why brands and websites are constantly trying to optimize their pages to be amongst the top three search results.', 'start': 4354.431, 'duration': 8.243}, {'end': 4368.797, 'text': 'For most publishers, 70% of their traffic actually comes from search.', 'start': 4363.715, 'duration': 5.082}], 'summary': '30% clicks happen on the first search result, 70% traffic comes from search', 'duration': 32.371, 'max_score': 4336.426, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH44336426.jpg'}, {'end': 4422.183, 'src': 'embed', 'start': 4395.163, 'weight': 6, 'content': [{'end': 4400.324, 'text': 'Now, approximately about 15 to 20% of users use Bing and Yahoo.', 'start': 4395.163, 'duration': 5.161}, {'end': 4404.085, 'text': 'Now, these numbers add up to more than 100.', 'start': 4401.044, 'duration': 3.041}, {'end': 4409.006, 'text': "That's because many users use multiple search engines for their search requirements.", 'start': 4404.085, 'duration': 4.921}, {'end': 4417.001, 'text': 'Now, as a marketer, we focus on the basics of marketing, that is, to be there where the consumer is.', 'start': 4409.997, 'duration': 7.004}, {'end': 4422.183, 'text': "Hence, it's important for businesses to be present on search engine results page.", 'start': 4417.961, 'duration': 4.222}], 'summary': 'Approximately 15-20% of users use bing and yahoo; many use multiple search engines. marketers need to prioritize search engine presence.', 'duration': 27.02, 'max_score': 4395.163, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH44395163.jpg'}, {'end': 4680.663, 'src': 'embed', 'start': 4623.249, 'weight': 7, 'content': [{'end': 4627.212, 'text': 'But then, Sir Tim noticed that they were having difficulty sharing information.', 'start': 4623.249, 'duration': 3.963}, {'end': 4634.558, 'text': "So by October 1990, Tim had written the three fundamental technologies that remain the foundation of today's web.", 'start': 4627.833, 'duration': 6.725}, {'end': 4643.099, 'text': 'HTML or hypertext markup language to URI, uniform resource identifier.', 'start': 4636.278, 'duration': 6.821}, {'end': 4648.32, 'text': "It's a kind of address that is unique and used to identify each resource on the web.", 'start': 4643.259, 'duration': 5.061}, {'end': 4650.46, 'text': 'Today, we know it as URL.', 'start': 4648.84, 'duration': 1.62}, {'end': 4655.121, 'text': 'Third is HTTP or hypertext transfer protocol.', 'start': 4651.181, 'duration': 3.94}, {'end': 4659.202, 'text': 'This allows for retrieval of linked resources from the web.', 'start': 4655.661, 'duration': 3.541}, {'end': 4665.343, 'text': 'Now, 1990 is when the first search engine called Archie came up.', 'start': 4660.082, 'duration': 5.261}, {'end': 4670.397, 'text': 'It kept an index of file list of all public FTP servers it could find.', 'start': 4666.075, 'duration': 4.322}, {'end': 4680.663, 'text': 'Excite came from the project Architext, which was started sometime in February 1993 by a bunch of Stanford undergrad students.', 'start': 4671.138, 'duration': 9.525}], 'summary': 'Sir tim wrote the foundational web technologies by october 1990, including html, uri, and http. the first search engine, archie, emerged in 1990, followed by excite in 1993.', 'duration': 57.414, 'max_score': 4623.249, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH44623249.jpg'}, {'end': 4932.171, 'src': 'embed', 'start': 4871.116, 'weight': 9, 'content': [{'end': 4874.156, 'text': 'Google.com was registered on September, 1997.', 'start': 4871.116, 'duration': 3.04}, {'end': 4877.417, 'text': 'A little bit about MSN search.', 'start': 4874.156, 'duration': 3.261}, {'end': 4886.18, 'text': 'Now MSN relied on something called Overture, LookSmart, as well as Intomi until Google proved their backlinks more.', 'start': 4877.937, 'duration': 8.243}, {'end': 4896.016, 'text': 'MSN search was replaced with Windows Live Search and later Live search got rebranded as Bing in 2009.', 'start': 4886.98, 'duration': 9.036}, {'end': 4900.198, 'text': "So let's look at the types of SEO.", 'start': 4896.016, 'duration': 4.182}, {'end': 4906.481, 'text': 'Now SEO can be white hat SEO, black hat SEO or grey hat SEO.', 'start': 4901.178, 'duration': 5.303}, {'end': 4915.705, 'text': 'White hat SEO refers to the most legitimate practices adhered to by marketers to gain higher rankings in the search engines results page.', 'start': 4907.301, 'duration': 8.404}, {'end': 4922.245, 'text': 'The white SEO practices strictly abide by guidelines for SEO published by search engines like Google.', 'start': 4916.462, 'duration': 5.783}, {'end': 4930.85, 'text': 'The practices listed under the white hat SEO techniques may be slow in giving you results, but the results last for a longer duration.', 'start': 4923.086, 'duration': 7.764}, {'end': 4932.171, 'text': 'White hat.', 'start': 4931.61, 'duration': 0.561}], 'summary': 'Google.com was registered in sep. 1997. msn search evolved into bing in 2009. seo includes white, black, and grey hat techniques.', 'duration': 61.055, 'max_score': 4871.116, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH44871116.jpg'}, {'end': 4987.327, 'src': 'embed', 'start': 4961.581, 'weight': 10, 'content': [{'end': 4971.888, 'text': "Black Hat SEO includes practices that aim at finding weaknesses and loopholes in Google's algorithm in order to rank higher in the search engine results pages.", 'start': 4961.581, 'duration': 10.307}, {'end': 4978.863, 'text': "These practices are against the guidelines proposed by Google and overall Google's algorithms.", 'start': 4973.12, 'duration': 5.743}, {'end': 4987.327, 'text': 'Now the most common black hat SEO techniques include spam links, keyword stuffing, cloaking, hidden text and links.', 'start': 4979.723, 'duration': 7.604}], 'summary': 'Black hat seo exploits google algorithms for higher rankings, using techniques like spam links and keyword stuffing.', 'duration': 25.746, 'max_score': 4961.581, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH44961581.jpg'}, {'end': 5308.191, 'src': 'embed', 'start': 5281.993, 'weight': 12, 'content': [{'end': 5291.281, 'text': 'The on-page SEO activities primarily include infusing keywords in the right quantity and in the order of priority, inserting internal links,', 'start': 5281.993, 'duration': 9.288}, {'end': 5301.149, 'text': 'meta tags, meta description, building a customized URL structure, taking care of image SEO, like inserting alt tags, and, most importantly,', 'start': 5291.281, 'duration': 9.868}, {'end': 5304.51, 'text': 'providing the users with good quality content.', 'start': 5301.149, 'duration': 3.361}, {'end': 5308.191, 'text': 'let me take you to a search result.', 'start': 5304.51, 'duration': 3.681}], 'summary': 'On-page seo involves keyword insertion, internal links, meta tags, meta description, customized url structure, image seo, and high-quality content.', 'duration': 26.198, 'max_score': 5281.993, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH45281993.jpg'}], 'start': 3224.968, 'title': 'Digital marketing & seo evolution', 'summary': 'Covers the significance of email marketing with a high roi of $44 for every $1 spent, the importance of google analytics, conversion rate optimization, impact of covid-19 on consumer behavior, the evolution of search engines, and seo best practices including google algorithms.', 'chapters': [{'end': 3856.203, 'start': 3224.968, 'title': 'Email marketing & google analytics', 'summary': 'Explains the significance of email marketing, highlighting that it provides a high roi of $44 for every $1 spent, is 40 times more effective than facebook and twitter, and has an average click-through rate of 3%. it also delves into the importance of google analytics, emphasizing its free cost, automatic data collection, and customization features. additionally, it covers conversion rate optimization (cro), stressing its benefits such as improved customer insights, better roi, scalability, enhanced user experience, and trust. lastly, it touches upon the essential skills needed to become a successful digital marketer.', 'duration': 631.235, 'highlights': ["Email marketing provides a high ROI of $44 for every $1 spent. Email marketing returns close to $44 for every one dollar that you're going to be spending.", 'Email marketing is 40 times more effective than Facebook and Twitter. Email marketing is close to 40 times more effective than Facebook, Twitter, to gain a lot of new customers.', "Email marketing has an average click-through rate of around 3%. The average click-through rate of an email campaign is around 3%, which outperforms Twitter's average click-through rate of around 0.5%.", 'Google Analytics is free of cost and offers automatic data collection and customization features. Google Analytics is free of cost and provides automatic data collection, as well as the ability to customize reports using a drag-and-drop mechanism.', 'CRO benefits include improved customer insights, better ROI, scalability, enhanced user experience, and trust. CRO has distinct benefits such as improved customer insights, better ROI, scalability, enhanced user experience, and trust, which are crucial for business growth.', 'Essential skills for becoming a successful digital marketer include specific marketing channel expertise, basic knowledge of WordPress and the latest technology trends. To become a successful digital marketer, one needs specific marketing channel expertise, knowledge of WordPress, and the ability to stay updated with the latest technology trends.']}, {'end': 4575.03, 'start': 3856.203, 'title': 'Digital marketing: seo and consumer behavior', 'summary': "Discusses the impact of covid-19 on consumer behavior, the shift in marketing spends, the rise of digital consumption, and the importance of seo in digital marketing, emphasizing its role in driving website traffic and providing a good user experience, with a focus on google's dominance in search.", 'duration': 718.827, 'highlights': ['COVID-19 impact on consumer behavior and marketing spends The COVID-19 pandemic has led to a shift in consumer behavior, resulting in a redirection of marketing efforts towards digital channels like social media, streaming services, and gaming, with a decrease in traditional advertising such as Out of Home (OOH) and print advertising.', 'Rise of digital consumption and the importance of SEO The increase in digital consumption has led to a prioritization of digital marketing, with a focus on the importance of SEO in driving website traffic and improving user experience, as well as its role in attracting leads and paying customers.', "Google's dominance in search and its impact on website traffic Google's significance in search is highlighted, with approximately 90% of all searches occurring on Google, emphasizing the importance for businesses to focus on optimizing for Google's search engine results page to drive website traffic and increase visibility."]}, {'end': 4870.355, 'start': 4575.979, 'title': 'Evolution of search engines', 'summary': 'Explores the history of search engines, beginning with the creation of the world wide web in 1999 by sir tim berners-lee and tracing the development of search engines from archie in 1990 to the emergence of google, highlighting pivotal moments and key players in the evolution of search technology.', 'duration': 294.376, 'highlights': ["Sir Tim Berners-Lee invented the World Wide Web in 1999, laying the foundation with HTML, URI, and HTTP. Sir Tim Berners-Lee's invention of the World Wide Web in 1999 established the fundamental technologies of today's web, including HTML, URI, and HTTP.", 'The evolution of search engines from Archie in 1990 to the emergence of Google, with pivotal moments such as the creation of Yahoo directory, Lycos, Infoseek, AltaVista, Inktomi, and Google. The development of search engines from Archie in 1990 to the emergence of Google, with key milestones including the creation of Yahoo directory, Lycos, Infoseek, AltaVista, Inktomi, and Google.', 'Lycos grew from 54,000 documents in July 94 to about 60 million in November 96, surpassing other search engines of that era. Lycos experienced significant growth, expanding from 54,000 documents in July 94 to about 60 million in November 96, surpassing other search engines of that era.', 'The emergence of Google, powered by a unique algorithm that utilized backlinks for page ranking, eventually surpassing Inktomi due to user experience, relevancy, and speed of results. The emergence of Google, powered by a unique algorithm that utilized backlinks for page ranking, eventually surpassing Inktomi due to user experience, relevancy, and speed of results.']}, {'end': 5099.331, 'start': 4871.116, 'title': 'Evolution of search engines and seo techniques', 'summary': 'Explores the evolution of search engines, from the registration of google.com in 1997 to the rebranding of msn search to bing in 2009, and the types of seo including white hat, black hat, and grey hat seo, emphasizing the practices and techniques, such as secure https site, spam links, keyword stuffing, and cloaking.', 'duration': 228.215, 'highlights': ['White hat SEO White hat SEO refers to legitimate practices adhered to by marketers to gain higher rankings in search engine results, including practices like having a secure HTTPS site, maintaining a simple URL structure, and ensuring good, clean HTML code.', "Black hat SEO Black hat SEO includes practices aiming to find weaknesses and loopholes in Google's algorithm to rank higher, such as spam links, keyword stuffing, cloaking, and hidden text and links, which mislead users and redirect to irrelevant pages.", 'Evolution of MSN search to Bing MSN search was replaced with Windows Live Search and rebranded as Bing in 2009, marking a significant transition in the search engine landscape.']}, {'end': 5511.191, 'start': 5099.331, 'title': 'Seo best practices & google algorithm', 'summary': 'Discusses the consequences of google algorithm penalties, the significance of search traffic, and the types of seo practices, emphasizing the impact on website rankings and the importance of on-page seo, off-page seo, and technical seo.', 'duration': 411.86, 'highlights': ['On-page SEO activities primarily include infusing keywords, inserting internal links, meta tags, meta description, and providing users with good quality content. On-page SEO activities are crucial for optimizing a page to appear higher in search engine results, involving keyword optimization, internal linking, meta tags, and quality content.', 'About 70% of traffic for many publishers comes from search, with 90% of people discovering content through search. The majority of publishers receive a significant portion of their traffic from search, with a high percentage of users discovering content through search, emphasizing the importance of search traffic.', 'Gray hat SEO tactics include excessive internal links, link exchange, aggressive link building, and affiliate marketing without adding original content or value, as well as spam in social media, fabricating news, buying positive reviews, domain grabbing, and cybersquatting. Gray hat SEO practices encompass various tactics such as excessive internal links, aggressive link building, spam in social media, fabricating news, and buying positive reviews, highlighting unethical and ill-defined techniques in SEO.']}], 'duration': 2286.223, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH43224968.jpg', 'highlights': ['Email marketing provides a high ROI of $44 for every $1 spent.', 'Email marketing is 40 times more effective than Facebook and Twitter.', 'Google Analytics is free of cost and offers automatic data collection and customization features.', 'CRO benefits include improved customer insights, better ROI, scalability, enhanced user experience, and trust.', 'The COVID-19 pandemic has led to a shift in consumer behavior, resulting in a redirection of marketing efforts towards digital channels.', 'The increase in digital consumption has led to a prioritization of digital marketing, with a focus on the importance of SEO in driving website traffic and improving user experience.', "Google's significance in search is highlighted, with approximately 90% of all searches occurring on Google.", "Sir Tim Berners-Lee's invention of the World Wide Web in 1999 established the fundamental technologies of today's web, including HTML, URI, and HTTP.", 'The development of search engines from Archie in 1990 to the emergence of Google, with key milestones including the creation of Yahoo directory, Lycos, Infoseek, AltaVista, Inktomi, and Google.', 'White hat SEO refers to legitimate practices adhered to by marketers to gain higher rankings in search engine results, including practices like having a secure HTTPS site, maintaining a simple URL structure, and ensuring good, clean HTML code.', "Black hat SEO includes practices aiming to find weaknesses and loopholes in Google's algorithm to rank higher, such as spam links, keyword stuffing, cloaking, and hidden text and links, which mislead users and redirect to irrelevant pages.", 'MSN search was replaced with Windows Live Search and rebranded as Bing in 2009, marking a significant transition in the search engine landscape.', 'On-page SEO activities are crucial for optimizing a page to appear higher in search engine results, involving keyword optimization, internal linking, meta tags, and quality content.', 'The majority of publishers receive a significant portion of their traffic from search, with a high percentage of users discovering content through search, emphasizing the importance of search traffic.']}, {'end': 8812.866, 'segs': [{'end': 5551.203, 'src': 'embed', 'start': 5511.671, 'weight': 3, 'content': [{'end': 5514.132, 'text': 'Now, this is what is known as a rich snippet.', 'start': 5511.671, 'duration': 2.461}, {'end': 5520.736, 'text': 'You can also get rich snippets at the top of your page like this, like what you see here.', 'start': 5514.993, 'duration': 5.743}, {'end': 5523.578, 'text': 'Now, these are known as featured snippets.', 'start': 5521.276, 'duration': 2.302}, {'end': 5538.998, 'text': 'The other interesting thing on a search result page which you might have noticed at times is searches related to this section is great place to source other keywords to include in your content.', 'start': 5524.398, 'duration': 14.6}, {'end': 5551.203, 'text': 'now the tip is to use these keywords sparingly and sprinkle them across your content, and consider incorporating a few of them in your headings.', 'start': 5538.998, 'duration': 12.205}], 'summary': 'Rich and featured snippets can enhance search visibility. use related keywords strategically in content.', 'duration': 39.532, 'max_score': 5511.671, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH45511671.jpg'}, {'end': 5614.791, 'src': 'embed', 'start': 5585.982, 'weight': 4, 'content': [{'end': 5594.725, 'text': 'These activities include sharing the post, commenting on the post to build engagement, liking the post, answering queries.', 'start': 5585.982, 'duration': 8.743}, {'end': 5601.807, 'text': 'Off-page SEO techniques help to strengthen the influence and relationship your website has with other websites.', 'start': 5595.645, 'duration': 6.162}, {'end': 5605.688, 'text': "These techniques build a website's reputation and authority.", 'start': 5602.567, 'duration': 3.121}, {'end': 5614.791, 'text': 'These factors help search engines see that a website is an ideal search result because it is from a reputable, reliable,', 'start': 5606.268, 'duration': 8.523}], 'summary': 'Engage in on-page and off-page seo activities to build website reputation and authority.', 'duration': 28.809, 'max_score': 5585.982, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH45585982.jpg'}, {'end': 5963.393, 'src': 'heatmap', 'start': 5689.095, 'weight': 0.794, 'content': [{'end': 5696.599, 'text': 'Crawling, this is basically scoring the internet for content, looking over the code and the content for each URL they find.', 'start': 5689.095, 'duration': 7.504}, {'end': 5701.862, 'text': 'Indexing, store and organize the content found during the crawling process.', 'start': 5697.42, 'duration': 4.442}, {'end': 5708.041, 'text': "Once a page is in the index, it's in the running to be displayed as a result to any relevant queries.", 'start': 5702.739, 'duration': 5.302}, {'end': 5710.242, 'text': 'Third is ranking.', 'start': 5709.001, 'duration': 1.241}, {'end': 5716.464, 'text': "Ranking basically provides the pieces of content that will best answer a searcher's query,", 'start': 5710.982, 'duration': 5.482}, {'end': 5723.766, 'text': 'which means that results are ordered by the most relevant ones first to the least relevant ones last.', 'start': 5716.464, 'duration': 7.302}, {'end': 5727.107, 'text': "Let's explore each of these a little further.", 'start': 5724.706, 'duration': 2.401}, {'end': 5728.428, 'text': 'So what is crawling?', 'start': 5727.627, 'duration': 0.801}, {'end': 5737.517, 'text': 'Crawling is the discovery process in which search engines send out a team of robots, also known as crawlers or spiders,', 'start': 5729.068, 'duration': 8.449}, {'end': 5740.378, 'text': 'to find out new and updated content.', 'start': 5737.517, 'duration': 2.861}, {'end': 5745.14, 'text': 'Now let me talk to you a bit about robots or as we call them bots.', 'start': 5741.198, 'duration': 3.942}, {'end': 5752.602, 'text': 'An internet bot is nothing but a software application that runs automated tasks over the internet.', 'start': 5746.22, 'duration': 6.382}, {'end': 5760.826, 'text': 'Tasks run by bots are typically simple and they are performed at a much higher rate compared to human internet activity.', 'start': 5753.303, 'duration': 7.523}, {'end': 5770.053, 'text': 'Googlebot is only a computer program which is written by Google that crawls the web and adds pages to its index.', 'start': 5762.392, 'duration': 7.661}, {'end': 5774.374, 'text': 'Googlebot crawls web pages via links or hyperlinks.', 'start': 5770.734, 'duration': 3.64}, {'end': 5780.675, 'text': 'It finds and reads new and updated content and suggests what should be added to the index.', 'start': 5775.014, 'duration': 5.661}, {'end': 5789.697, 'text': 'Googlebot also uses the site maps and databases of links discovered during previous crawls to determine where to go next.', 'start': 5781.495, 'duration': 8.202}, {'end': 5796.289, 'text': 'Whenever the crawler finds new links on a site, it adds them to the list of pages to visit next.', 'start': 5790.287, 'duration': 6.002}, {'end': 5804.992, 'text': 'If Googlebot finds changes in the links or broken links, it will take a note and then it will update the index accordingly.', 'start': 5797.229, 'duration': 7.763}, {'end': 5808.813, 'text': 'The program determines how often it will crawl pages.', 'start': 5805.552, 'duration': 3.261}, {'end': 5814.815, 'text': "To make sure Googlebot can correctly index your site, you need to check your site's crawlability.", 'start': 5809.673, 'duration': 5.142}, {'end': 5820.476, 'text': "If your site is available to crawlers, They come around often and they find out what's new.", 'start': 5815.435, 'duration': 5.041}, {'end': 5823.058, 'text': 'The next step is indexing.', 'start': 5820.997, 'duration': 2.061}, {'end': 5834.186, 'text': 'So how exactly does indexing work? After finding a page, the bot fetches or renders the page in the way your browser does.', 'start': 5823.398, 'duration': 10.788}, {'end': 5841.952, 'text': 'That means the bot sees what you see, including images, videos, other dynamic page content, etc.', 'start': 5834.887, 'duration': 7.065}, {'end': 5851.085, 'text': 'The board then organizes this content into categories, including images, CSS, HTML, text and keywords, etc.', 'start': 5842.742, 'duration': 8.343}, {'end': 5856.707, 'text': "Now, this process actually allows the crawler to what we call understand what's on the page.", 'start': 5852.025, 'duration': 4.682}, {'end': 5863.089, 'text': 'And this is a necessary precursor to deciding for which keyword searches the page is relevant.', 'start': 5857.307, 'duration': 5.782}, {'end': 5867.851, 'text': 'Now, the search engines then store this information in an index.', 'start': 5863.849, 'duration': 4.002}, {'end': 5875.595, 'text': 'An index is a giant database with a catalog entry for every word seen on every web page indexed.', 'start': 5868.652, 'duration': 6.943}, {'end': 5878.737, 'text': "Google's index is called the Caffeine Index.", 'start': 5876.496, 'duration': 2.241}, {'end': 5887.081, 'text': 'And to give you an idea of how big it is, it takes up around 100 million gigabytes and fills server farms,', 'start': 5879.157, 'duration': 7.924}, {'end': 5892.944, 'text': 'which is basically thousands of computers that never get turned off and they are located across the globe.', 'start': 5887.081, 'duration': 5.863}, {'end': 5895.165, 'text': "Let's explore ranking.", 'start': 5893.624, 'duration': 1.541}, {'end': 5902.985, 'text': 'In the final step, Search engines sort through indexed information and return the right results for each query.', 'start': 5895.886, 'duration': 7.099}, {'end': 5905.968, 'text': 'They do that with search algorithms.', 'start': 5903.725, 'duration': 2.243}, {'end': 5915.417, 'text': 'Algorithms are rules or mathematical models that analyze what a searcher is looking for and which results best answer the query.', 'start': 5906.608, 'duration': 8.809}, {'end': 5920.562, 'text': 'Algorithms use numerous factors to define the quality of the pages in their index.', 'start': 5916.298, 'duration': 4.264}, {'end': 5931.783, 'text': 'Many of the ranking factors used in these algorithms use popularity of a piece of content and even qualitative experiences that users would have on the page.', 'start': 5921.377, 'duration': 10.406}, {'end': 5941.208, 'text': 'Other factors would include something like backlink quality, mobile friendliness, how recent or how fresh your content is,', 'start': 5932.663, 'duration': 8.545}, {'end': 5944.55, 'text': "engagement that's happening on the page, as well as page speed.", 'start': 5941.208, 'duration': 3.342}, {'end': 5948.452, 'text': 'So what really happens when search is performed?', 'start': 5945.41, 'duration': 3.042}, {'end': 5956.271, 'text': 'Now that we have understood, there are three steps in the process that search engines use.', 'start': 5949.329, 'duration': 6.942}, {'end': 5963.393, 'text': 'let us just walk through how search engines answer queries from the moment you type a term in the search bar.', 'start': 5956.271, 'duration': 7.122}], 'summary': "Search engines use crawling, indexing, and ranking to provide relevant results for queries, with google's index taking up around 100 million gigabytes.", 'duration': 274.298, 'max_score': 5689.095, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH45689095.jpg'}, {'end': 6230.074, 'src': 'embed', 'start': 6204.461, 'weight': 5, 'content': [{'end': 6213.385, 'text': 'content marketing involves creation as well as dissemination of information which is valuable and relevant, so as to acquire new customers,', 'start': 6204.461, 'duration': 8.924}, {'end': 6217.007, 'text': 'engage with existing customers and prevent John.', 'start': 6213.385, 'duration': 3.622}, {'end': 6225.431, 'text': 'the ultimate aim is to increase the proportion of engaged customers and thereby help in increasing your revenues.', 'start': 6217.007, 'duration': 8.424}, {'end': 6226.712, 'text': 'create backlinks.', 'start': 6225.431, 'duration': 1.281}, {'end': 6230.074, 'text': 'backlinks get created when you have a good quality content.', 'start': 6226.712, 'duration': 3.362}], 'summary': 'Content marketing aims to increase engaged customers, acquire new ones, and create backlinks to improve revenues.', 'duration': 25.613, 'max_score': 6204.461, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH46204461.jpg'}, {'end': 7062.263, 'src': 'heatmap', 'start': 6774.027, 'weight': 6, 'content': [{'end': 6778.731, 'text': 'So, when you do keyword research, you need to start with questions like what is my product??', 'start': 6774.027, 'duration': 4.704}, {'end': 6781.173, 'text': 'What are the main and the supporting topics?', 'start': 6779.272, 'duration': 1.901}, {'end': 6787.158, 'text': 'Should I target multiple keywords on a single page or should I split them into separate pages??', 'start': 6782.354, 'duration': 4.804}, {'end': 6792.623, 'text': 'What kind of content do users expect when they are searching for each phrase?', 'start': 6787.899, 'duration': 4.724}, {'end': 6796.746, 'text': "And where does each phrase fall into my visitor's journey?", 'start': 6793.683, 'duration': 3.063}, {'end': 6804.313, 'text': 'Is it about creating awareness or interest or desire, or to initiate an action?', 'start': 6797.39, 'duration': 6.923}, {'end': 6808.675, 'text': 'Now, this is your typical AIDA model that we see in marketing.', 'start': 6804.793, 'duration': 3.882}, {'end': 6815.258, 'text': 'Also, add title tags, links, URL and meta description.', 'start': 6809.475, 'duration': 5.783}, {'end': 6821.061, 'text': 'Make sure your page has proper and relevant title tags, suitable meta description and links.', 'start': 6815.918, 'duration': 5.143}, {'end': 6824.422, 'text': "So let's talk about title optimization.", 'start': 6822.081, 'duration': 2.341}, {'end': 6829.049, 'text': 'A well-written title holds the power to capture the attention of the user.', 'start': 6825.203, 'duration': 3.846}, {'end': 6832.852, 'text': 'Make him or her click and visit your website.', 'start': 6829.309, 'duration': 3.543}, {'end': 6837.696, 'text': 'Title optimization is a critical part of what we call as the on-page optimization.', 'start': 6833.572, 'duration': 4.124}, {'end': 6844.861, 'text': "Now let's go back and look at the wall art result that we were trying to check.", 'start': 6838.556, 'duration': 6.305}, {'end': 6847.763, 'text': "Let's search for wall art.", 'start': 6845.862, 'duration': 1.901}, {'end': 6856.27, 'text': 'So you see a couple of ads here, which are shopping ads.', 'start': 6852.447, 'duration': 3.823}, {'end': 6865.772, 'text': 'Then you see some image results and then here is where your SEO optimized or search engine optimized results start coming from.', 'start': 6857.691, 'duration': 8.081}, {'end': 6870.253, 'text': 'So let us look at the title.', 'start': 6868.693, 'duration': 1.56}, {'end': 6873.154, 'text': 'Look at this title out here.', 'start': 6871.954, 'duration': 1.2}, {'end': 6873.954, 'text': 'All right.', 'start': 6873.634, 'duration': 0.32}, {'end': 6877.254, 'text': 'Also look at the snippet out here.', 'start': 6874.874, 'duration': 2.38}, {'end': 6878.775, 'text': 'All right.', 'start': 6878.435, 'duration': 0.34}, {'end': 6882.315, 'text': 'So this is what you see on a search result page.', 'start': 6879.435, 'duration': 2.88}, {'end': 6884.576, 'text': 'Let me actually take you to the page.', 'start': 6882.675, 'duration': 1.901}, {'end': 6889.863, 'text': "I'm clicking on it and taking you to the result page.", 'start': 6884.616, 'duration': 5.247}, {'end': 6895.386, 'text': 'so this is the page which got indexed and displayed by google.', 'start': 6889.863, 'duration': 5.523}, {'end': 6906.994, 'text': "i'm going and checking the page source of this particular page.", 'start': 6895.386, 'duration': 11.608}, {'end': 6909.976, 'text': 'okay, here we are now look at this.', 'start': 6906.994, 'duration': 2.982}, {'end': 6917.747, 'text': 'what you see on the page source now, This is exactly what you saw on the Google result page.', 'start': 6909.976, 'duration': 7.771}, {'end': 6920.089, 'text': 'All right.', 'start': 6919.729, 'duration': 0.36}, {'end': 6922.291, 'text': 'Check this out description.', 'start': 6920.67, 'duration': 1.621}, {'end': 6926.775, 'text': 'You know, this is exactly what you saw here.', 'start': 6923.112, 'duration': 3.663}, {'end': 6930.078, 'text': 'Let me also show you the keywords.', 'start': 6927.936, 'duration': 2.142}, {'end': 6937.444, 'text': 'Look at the keyword that the SEO manager or the SEO analyst at paper fry used for art.', 'start': 6930.458, 'duration': 6.986}, {'end': 6938.545, 'text': 'All right.', 'start': 6938.205, 'duration': 0.34}, {'end': 6941.728, 'text': 'Let me also show you an image.', 'start': 6940.267, 'duration': 1.461}, {'end': 6946.456, 'text': 'okay. so this is an image.', 'start': 6944.096, 'duration': 2.36}, {'end': 6960.579, 'text': "let's click and see what that image is all right and look at the alt tag of that image wall, metal ball art right.", 'start': 6946.456, 'duration': 14.123}, {'end': 6970.161, 'text': 'so this is how search engines capture information that is there on your page and use it to display the results.', 'start': 6960.579, 'duration': 9.582}, {'end': 6972.701, 'text': 'so how do we optimize the titles?', 'start': 6970.161, 'duration': 2.54}, {'end': 6976.061, 'text': 'Keep an eye on the length of your title.', 'start': 6973.8, 'duration': 2.261}, {'end': 6984.245, 'text': 'Keep it short and relevant while still providing enough information to give to the reader and tell him what the page is all about.', 'start': 6976.281, 'duration': 7.964}, {'end': 6989.427, 'text': 'Keep in mind that the maximum length for a title tag is about 70 characters.', 'start': 6984.645, 'duration': 4.782}, {'end': 7000.132, 'text': "What happens when the title length is more than 70 characters? So let's explore what happens when title tag is more than 70 characters.", 'start': 6990.247, 'duration': 9.885}, {'end': 7012.562, 'text': 'Do you see this result? So your title gets truncated and the remaining part of your title gets replaced by three dots.', 'start': 7003.837, 'duration': 8.725}, {'end': 7016.224, 'text': "So that's what happens when your title tag is more than 70 characters.", 'start': 7012.902, 'duration': 3.322}, {'end': 7019.186, 'text': 'Always have unique titles.', 'start': 7017.525, 'duration': 1.661}, {'end': 7021.167, 'text': 'Do not copy from competition.', 'start': 7019.606, 'duration': 1.561}, {'end': 7027.951, 'text': "It doesn't give you any leverage and your competition will be above you in terms of placement.", 'start': 7021.227, 'duration': 6.724}, {'end': 7029.892, 'text': 'Plan your keywords.', 'start': 7029.032, 'duration': 0.86}, {'end': 7032.434, 'text': "Use the critical keywords that you're focusing on.", 'start': 7030.413, 'duration': 2.021}, {'end': 7038.078, 'text': 'It helps in SEO if your title has a strong indication of what your page is about.', 'start': 7033.177, 'duration': 4.901}, {'end': 7041.579, 'text': 'Branding Try to include your brand name in the title.', 'start': 7038.918, 'duration': 2.661}, {'end': 7050.241, 'text': "It's a good idea to have the name of your brand on the title as any search about your brand will result in this page getting displayed.", 'start': 7041.979, 'duration': 8.262}, {'end': 7053.001, 'text': 'Look at this title again.', 'start': 7051.281, 'duration': 1.72}, {'end': 7054.221, 'text': "There's the brand.", 'start': 7053.501, 'duration': 0.72}, {'end': 7062.263, 'text': 'There is the URL which shows what it is about and there is a well-described title.', 'start': 7055.202, 'duration': 7.061}], 'summary': 'Keyword research, on-page optimization, and title tags are crucial for seo success, aida model is important, title length should be around 70 characters, and unique titles are important for ranking.', 'duration': 288.236, 'max_score': 6774.027, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH46774027.jpg'}, {'end': 7491.029, 'src': 'embed', 'start': 7460.079, 'weight': 1, 'content': [{'end': 7467.342, 'text': 'This signifies that you will be optimizing both content and the corresponding HTML source code,', 'start': 7460.079, 'duration': 7.263}, {'end': 7472.424, 'text': 'and the best part about this is it generates effective traffic onto your website.', 'start': 7467.342, 'duration': 5.082}, {'end': 7479.666, 'text': 'now, talking about the stats related to on-page SEO in 2019, Google accounted for close to 75% of all search traffic.', 'start': 7472.424, 'duration': 7.242}, {'end': 7491.029, 'text': '67 of all clicks go to the top five organic search results, 93% of Google traffic is based on HTTP site,', 'start': 7482.835, 'duration': 8.194}], 'summary': 'Optimizing content and html for effective traffic. google accounted for 75% of search traffic in 2019.', 'duration': 30.95, 'max_score': 7460.079, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH47460079.jpg'}, {'end': 7767.981, 'src': 'embed', 'start': 7737.674, 'weight': 8, 'content': [{'end': 7743.998, 'text': 'Yeah, you can see that this is popping up over here and also you can see the name of the company over here.', 'start': 7737.674, 'duration': 6.324}, {'end': 7746.539, 'text': 'So this is how you can brand yourself.', 'start': 7744.098, 'duration': 2.441}, {'end': 7754.044, 'text': 'and also the second important factor which influences the page ranking factor are using headers.', 'start': 7746.539, 'duration': 7.505}, {'end': 7757.826, 'text': 'headers are used to drive more attention to the topic that you will be discussing.', 'start': 7754.044, 'duration': 3.782}, {'end': 7767.981, 'text': 'So these are basically used to highlight a particular topic, like see if I open this blog and If I scroll down,', 'start': 7758.226, 'duration': 9.755}], 'summary': 'Using headers can drive more attention and improve page ranking.', 'duration': 30.307, 'max_score': 7737.674, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH47737674.jpg'}, {'end': 8269.507, 'src': 'embed', 'start': 8244.481, 'weight': 0, 'content': [{'end': 8250.003, 'text': 'which is majorly based on the content present on the page and the content present of the page.', 'start': 8244.481, 'duration': 5.522}, {'end': 8254.504, 'text': 'So this video will mainly focus on off-page SEO.', 'start': 8250.202, 'duration': 4.302}, {'end': 8261.486, 'text': 'off-page SEO deals with the actions that are performed outside your website to improve your ranking on the SEL piece.', 'start': 8254.504, 'duration': 6.982}, {'end': 8269.507, 'text': 'A recent study also states that off-page SEO makes up to 75% of a good digital strategy.', 'start': 8262.136, 'duration': 7.371}], 'summary': 'Video focuses on off-page seo, which makes up to 75% of a good digital strategy.', 'duration': 25.026, 'max_score': 8244.481, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH48244481.jpg'}, {'end': 8395.01, 'src': 'embed', 'start': 8363.737, 'weight': 2, 'content': [{'end': 8368.181, 'text': 'So this is exactly why you need off-page SEO now moving ahead.', 'start': 8363.737, 'duration': 4.444}, {'end': 8371.984, 'text': "Let's take a look at the link and non-link related off-page factors.", 'start': 8368.221, 'duration': 3.763}, {'end': 8376.809, 'text': 'So backlinks are the heart of off-page SEO guys.', 'start': 8372.785, 'duration': 4.024}, {'end': 8384.338, 'text': 'search engines like Google and many more make use of backlinks as certain indicators for good quality content.', 'start': 8376.809, 'duration': 7.529}, {'end': 8388.043, 'text': 'backlink are also the most critical part of off-page SEO.', 'start': 8384.338, 'duration': 3.705}, {'end': 8395.01, 'text': 'So for this purpose, you can make use of SEO tools like Ahrefs SEM rush and so on.', 'start': 8388.063, 'duration': 6.947}], 'summary': 'Off-page seo relies on backlinks as indicators for good quality content, critical for ranking.', 'duration': 31.273, 'max_score': 8363.737, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH48363736.jpg'}, {'end': 8736.679, 'src': 'embed', 'start': 8708.893, 'weight': 7, 'content': [{'end': 8716.976, 'text': 'on-page SEO involves optimizing your content, meta tags, description, title and every other element present on the website.', 'start': 8708.893, 'duration': 8.083}, {'end': 8726.64, 'text': 'Whereas off-page SEO involves the activities that drive more significant traffic helps create awareness about your website and also linking.', 'start': 8717.536, 'duration': 9.104}, {'end': 8736.679, 'text': 'on-page SEO often deals with content marketing, keyword optimization, page speed and so on, whereas off-page SEO deals with linking,', 'start': 8727.572, 'duration': 9.107}], 'summary': 'On-page seo involves optimizing content, meta tags, and other website elements, while off-page seo drives significant traffic and creates awareness through linking.', 'duration': 27.786, 'max_score': 8708.893, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH48708893.jpg'}, {'end': 8797.057, 'src': 'embed', 'start': 8763.671, 'weight': 9, 'content': [{'end': 8766.491, 'text': 'It helps your company get wonderful exposure.', 'start': 8763.671, 'duration': 2.82}, {'end': 8772.533, 'text': 'higher the ranking, more will be the traffic because of the number of links, social media mentions and so on,', 'start': 8766.491, 'duration': 6.042}, {'end': 8774.834, 'text': 'and also this helps in increasing your page rank.', 'start': 8772.533, 'duration': 2.301}, {'end': 8782.39, 'text': 'Getting your website to rank on the first page on Google is quite challenging, but making use of off-page SEO,', 'start': 8775.407, 'duration': 6.983}, {'end': 8787.712, 'text': "you'll be able to learn about ranking factors, what influences the ranking, and so on.", 'start': 8782.39, 'duration': 5.322}, {'end': 8797.057, 'text': 'So the page ranked number is between 0 to 10 that was important according to Google and is placed first on the search engine result pages.', 'start': 8788.113, 'duration': 8.944}], 'summary': 'Off-page seo can improve website ranking and visibility, leading to increased traffic and higher page rank.', 'duration': 33.386, 'max_score': 8763.671, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH48763671.jpg'}], 'start': 5511.671, 'title': 'Seo and its optimization techniques', 'summary': 'Delves into the importance of seo, covering rich snippets, featured snippets, site links, off-page and on-page seo tactics, ranking factors, and the significance of off-page seo in increasing website exposure and traffic, with emphasis on key statistics and practical examples.', 'chapters': [{'end': 6104.685, 'start': 5511.671, 'title': 'Understanding search engine optimization', 'summary': 'Explains the importance of rich snippets, featured snippets, site links, off-page seo, technical seo, crawling, indexing, and ranking in search engine optimization. it also delves into the functions of search engines, including crawling, indexing, and ranking, as well as the process of parsing intent, matching pages to query intent, and supplying localized factors.', 'duration': 593.014, 'highlights': ['The importance of rich snippets, featured snippets, and site links in search engine optimization The chapter emphasizes the significance of rich snippets, featured snippets, and site links in improving the visibility and user experience on search result pages.', "Explanation of off-page SEO and its influence on website reputation and authority The transcript details the impact of off-page SEO techniques in strengthening a website's influence and relationship with other websites, ultimately building its reputation and authority.", 'Explanation of crawling, indexing, and ranking as the primary functions of search engines The chapter provides a comprehensive explanation of the primary functions of search engines, including crawling, indexing, and ranking, which are essential for discovering, understanding, and organizing internet content to offer the most relevant results to searchers.', 'Insight into the process of parsing intent, matching pages to query intent, and supplying localized factors by search engines The transcript delves into the process by which search engines parse intent, match pages to query intent, and supply localized factors, including the use of language models, matching pages based on query intent, and considering localized factors such as location in search results.', 'Detailed explanation of technical SEO activities and their impact on search engine optimization The transcript provides a detailed explanation of technical SEO activities, including site speed optimization, mobile friendliness, indexing, crawlability, site architecture, structured data, and security, highlighting their crucial role in optimizing a website for search engine visibility and user experience.']}, {'end': 7440.886, 'start': 6104.685, 'title': 'Optimizing on-page seo for increased traffic', 'summary': 'Discusses tactics and methods to improve seo, focusing on user experience, content creation, keyword research, backlinks, and title optimization, emphasizing the use of relevant and valuable content to acquire and engage customers, and the importance of keyword research and selection for effective seo strategies.', 'duration': 1336.201, 'highlights': ['Focusing on relevant and valuable content is essential to acquire and engage customers, aiming to increase revenues by increasing the proportion of engaged customers. Content marketing involves creation and dissemination of valuable and relevant information to acquire and engage customers, ultimately aiming to increase the proportion of engaged customers and help in increasing revenues.', 'Keyword research is crucial for effective SEO strategies, aiming to target high-volume, low-competition keywords for optimization. Keyword research is critical for SEO, aiming to identify high-volume, low-competition keywords for effective optimization.', 'Backlinks are essential for increasing site traffic and credibility, generated through dissemination of high-quality content and social media linking. Backlinks are created through dissemination of high-quality content, leading to increased site traffic and credibility, including linking by social media users.', 'Title optimization is a critical part of on-page SEO, involving keeping titles short and relevant, using unique titles, planning keywords, and including the brand name. Title optimization is crucial for on-page SEO, involving keeping titles short and relevant, using unique titles, planning keywords, and including the brand name for effective visibility.']}, {'end': 7736.526, 'start': 7441.446, 'title': 'On-page seo and ranking factors', 'summary': 'Discusses the significance of on-page seo, emphasizing the need for it in digital marketing, and highlights the major ranking factors, including title tags and their impact on website ranking, with practical examples. it also mentions key statistics related to on-page seo in 2019, such as google accounting for 75% of search traffic and 67% of clicks going to the top five organic search results.', 'duration': 295.08, 'highlights': ['Importance of On-Page SEO in Digital Marketing On-page SEO is crucial in digital marketing, as internet marketing has shifted focus to SEO practices, making it a necessity for organizations, and it has been effective in generating traffic and sales, with an estimate of 46 billion reaches across the globe.', 'Statistics Related to On-Page SEO In 2019, Google accounted for close to 75% of all search traffic, and 67% of all clicks went to the top five organic search results, highlighting the dominance of Google in search traffic and the importance of ranking in the top search results.', 'Significance of Title Tags in On-Page Ranking Title tags play a significant role in on-page ranking, serving as the first impression of the website, being used in search engine results, web browsers, and social media networks, and their impact is demonstrated with practical examples and best practices provided.']}, {'end': 8168.138, 'start': 7737.674, 'title': 'On-page seo ranking factors', 'summary': 'Discusses the three major factors influencing on-page ranking factors, insights about on-page seo, and best tricks and practices of on-page seo, emphasizing the importance of headers, page content, internal and external links, keyword analysis, and meta descriptions.', 'duration': 430.464, 'highlights': ['The chapter discusses the importance of headers, page content, and internal and external links as major factors influencing page ranking. Headers are used to drive attention to the topic being discussed, and internal and external links help the page rank higher.', 'The chapter emphasizes the significance of keyword analysis and meta descriptions for on-page SEO. Proper usage of keywords and optimizing meta descriptions with target keywords are crucial for on-page SEO.', "The chapter highlights the best practices of on-page SEO, including the use of breadcrumbs, meta descriptions, and alt text for images. Breadcrumbs help in tracking the user's path, meta descriptions provide an overview of the content, and adding keywords in alt tags helps images rank on search engines."]}, {'end': 8812.866, 'start': 8168.478, 'title': 'Off-page seo best practices', 'summary': 'Covers best practices for on-page and off-page seo, emphasizing the importance of off-page seo in increasing website ranking, with a focus on link building and non-link related factors. it also highlights the benefits of using off-page seo in increasing website exposure and traffic.', 'duration': 644.388, 'highlights': ['Off-page SEO makes up to 75% of a good digital strategy. A recent study states that off-page SEO makes up to 75% of a good digital strategy, emphasizing its significant role in website ranking and digital marketing effectiveness.', 'Off-page SEO deals with link building, social presence, and influencing audience perception. Off-page SEO deals with link building, social presence, and influencing audience perception, crucial for improving website ranking and visibility.', 'Backlinks are crucial indicators for good quality content and can significantly impact website ranking. Backlinks are crucial indicators for good quality content and can significantly impact website ranking, emphasizing the importance of backlink strategies in off-page SEO.', 'Off-page SEO helps increase website exposure, traffic, and page rank. Off-page SEO helps increase website exposure, traffic, and page rank, providing notable benefits for website visibility and online presence.', 'On-page SEO involves optimizing content, meta tags, and title, while off-page SEO focuses on linking and social media. On-page SEO involves optimizing content, meta tags, and title, while off-page SEO focuses on linking, social media, and guest blogging, highlighting the key differences between the two SEO techniques.']}], 'duration': 3301.195, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH45511671.jpg', 'highlights': ['Off-page SEO makes up to 75% of a good digital strategy.', 'Statistics Related to On-Page SEO: In 2019, Google accounted for close to 75% of all search traffic, and 67% of all clicks went to the top five organic search results.', 'Backlinks are crucial indicators for good quality content and can significantly impact website ranking.', 'The importance of rich snippets, featured snippets, and site links in search engine optimization.', 'Explanation of off-page SEO and its influence on website reputation and authority.', 'Focusing on relevant and valuable content is essential to acquire and engage customers, aiming to increase revenues by increasing the proportion of engaged customers.', 'Title optimization is a critical part of on-page SEO, involving keeping titles short and relevant, using unique titles, planning keywords, and including the brand name.', 'The chapter emphasizes the significance of keyword analysis and meta descriptions for on-page SEO.', 'Headers are used to drive attention to the topic being discussed, and internal and external links help the page rank higher.', 'Off-page SEO helps increase website exposure, traffic, and page rank.']}, {'end': 9753.12, 'segs': [{'end': 8868.593, 'src': 'embed', 'start': 8838.938, 'weight': 3, 'content': [{'end': 8842.639, 'text': 'when internet was not existing properly.', 'start': 8838.938, 'duration': 3.701}, {'end': 8851.543, 'text': 'advertisers mostly used television ads, billboards, newspaper ads, radio ads, direct mails, etc.', 'start': 8842.639, 'duration': 8.904}, {'end': 8861.747, 'text': 'The first three options had very high entry barriers that is very high cost involved and it was difficult for advertisers to know the ROE exactly.', 'start': 8852.323, 'duration': 9.424}, {'end': 8868.593, 'text': 'For example Hindustan Unilever which has amazing brand Lux.', 'start': 8862.607, 'duration': 5.986}], 'summary': "Before internet, advertisers primarily used tv, billboards, and newspapers; hindustan unilever's lux is an example.", 'duration': 29.655, 'max_score': 8838.938, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH48838938.jpg'}, {'end': 9208.512, 'src': 'embed', 'start': 9126.51, 'weight': 0, 'content': [{'end': 9128.07, 'text': 'we all have seen google search right.', 'start': 9126.51, 'duration': 1.56}, {'end': 9138.747, 'text': 'do you know how many searches Google processes per second is 70, 000 searches, which translates to 5.8 billion searches per day.', 'start': 9128.07, 'duration': 10.677}, {'end': 9143.448, 'text': 'Google is not the only search engine.', 'start': 9139.347, 'duration': 4.101}, {'end': 9145.468, 'text': '76% of the search engine market belongs to Google.', 'start': 9143.468, 'duration': 2}, {'end': 9151.729, 'text': 'There are other search engines like Bing, Yahoo and different other search engines around the world.', 'start': 9146.348, 'duration': 5.381}, {'end': 9156.771, 'text': 'So for paid search, like paid advertisement, the corresponding number is 73% for Google.', 'start': 9152.65, 'duration': 4.121}, {'end': 9166.627, 'text': 'Whenever people search something in Google, they get a page which is called ACRP, search engine result page.', 'start': 9159.144, 'duration': 7.483}, {'end': 9174.99, 'text': 'Different data says that 46% of the clicks go to the top three ads in the search result.', 'start': 9167.727, 'duration': 7.263}, {'end': 9178.511, 'text': 'And 63% of the people agree that they have clicked on Google ads.', 'start': 9175.21, 'duration': 3.301}, {'end': 9183.413, 'text': 'And lastly, Google delivers 8 is to 1 return on investment.', 'start': 9179.592, 'duration': 3.821}, {'end': 9186.774, 'text': 'That is $8 for every $1 spent.', 'start': 9183.853, 'duration': 2.921}, {'end': 9193.769, 'text': "Isn't it amazing? So no doubt because of all these things, Google has arisen in prominence.", 'start': 9187.715, 'duration': 6.054}, {'end': 9196.669, 'text': "Let's move to the next slide.", 'start': 9195.109, 'duration': 1.56}, {'end': 9202.07, 'text': "Let's try and understand what happens when there is a search going on.", 'start': 9197.37, 'duration': 4.7}, {'end': 9208.512, 'text': "First and foremost, let's try and understand why are search engines there for?", 'start': 9202.09, 'duration': 6.422}], 'summary': 'Google processes 70,000 searches per second, 5.8 billion per day; holds 76% market share; delivers 8:1 roi.', 'duration': 82.002, 'max_score': 9126.51, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH49126510.jpg'}, {'end': 9377.133, 'src': 'embed', 'start': 9319.31, 'weight': 4, 'content': [{'end': 9325.774, 'text': 'So, basically, when an end user searches for that term or a similar term,', 'start': 9319.31, 'duration': 6.464}, {'end': 9331.338, 'text': 'what Google does is Google reviews all the ads with that keyword or similar keywords.', 'start': 9325.774, 'duration': 5.564}, {'end': 9337.915, 'text': 'and Google does a quick quality check and Google narrows down that okay.', 'start': 9331.934, 'duration': 5.981}, {'end': 9344.976, 'text': 'Apart from the organic searches, there are three good quality advertisers who had bid for this term.', 'start': 9338.355, 'duration': 6.621}, {'end': 9351.097, 'text': 'So Google assigns an ad rank to all these three advertisers.', 'start': 9345.776, 'duration': 5.321}, {'end': 9362.548, 'text': 'So ad rank is decided by factors such as bid quality, bid quantity, bid amount, ad quality, ad rank threshold, context, et cetera.', 'start': 9351.877, 'duration': 10.671}, {'end': 9371.491, 'text': 'So Google quickly decides the ad ranks and based on the ad ranks will, uh, throws the short page and uh, just understand,', 'start': 9363.269, 'duration': 8.222}, {'end': 9377.133, 'text': 'here the whole thing is a fraction of seconds, maybe 0.25 seconds or even less.', 'start': 9371.491, 'duration': 5.642}], 'summary': 'Google reviews ads in 0.25 seconds, assigns ad ranks based on bid and ad quality, for organic searches.', 'duration': 57.823, 'max_score': 9319.31, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH49319310.jpg'}, {'end': 9508.245, 'src': 'embed', 'start': 9478.785, 'weight': 5, 'content': [{'end': 9487.117, 'text': 'Google could have said that one who pays me the maximum would always come in the top the search result.', 'start': 9478.785, 'duration': 8.332}, {'end': 9492.239, 'text': 'clearly google never does that, and probably this is the differentiating factor here.', 'start': 9487.117, 'duration': 5.122}, {'end': 9497.041, 'text': 'google takes care of the quality at every step.', 'start': 9492.239, 'duration': 4.802}, {'end': 9501.463, 'text': "let's quickly move to the concept of ad rank.", 'start': 9497.041, 'duration': 4.422}, {'end': 9503.864, 'text': 'we quickly understand getting a high.', 'start': 9501.463, 'duration': 2.401}, {'end': 9508.245, 'text': 'getting a good ad rank is very important for advertisers,', 'start': 9503.864, 'duration': 4.381}], 'summary': 'Google prioritizes quality over payment, emphasizing the importance of ad rank for advertisers.', 'duration': 29.46, 'max_score': 9478.785, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH49478785.jpg'}, {'end': 9644.031, 'src': 'embed', 'start': 9615.834, 'weight': 6, 'content': [{'end': 9623.747, 'text': 'It should have a good page load speed and it should have a clearly stating advantages.', 'start': 9615.834, 'duration': 7.913}, {'end': 9627.028, 'text': 'that you would have spoken on the ad.', 'start': 9623.747, 'duration': 3.281}, {'end': 9634.349, 'text': 'for example, if you on the ad, you have mentioned 24x7 support or pre-shipping for all the orders,', 'start': 9627.028, 'duration': 7.321}, {'end': 9638.13, 'text': 'the landing page should also speak the same language.', 'start': 9634.349, 'duration': 3.781}, {'end': 9641.33, 'text': 'so this is ad and landing page quality.', 'start': 9638.13, 'duration': 3.2}, {'end': 9644.031, 'text': 'then comes the impact of ad extension.', 'start': 9641.33, 'duration': 2.701}], 'summary': 'Ad and landing page quality should align, mentioning advantages such as 24x7 support and pre-shipping. ad extensions also have an impact.', 'duration': 28.197, 'max_score': 9615.834, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH49615834.jpg'}], 'start': 8812.866, 'title': "Evolution of advertisements, search engines, and google's ad ranking", 'summary': "Covers the evolution of advertisements, challenges faced in the pre-internet era, google's dominance in search engines, its impact on advertising, including market share and roi, and google's ad ranking system based on bid quantity, ad quality, and context, emphasizing quality over bid amount.", 'chapters': [{'end': 8958.934, 'start': 8812.866, 'title': 'Evolution of advertisements', 'summary': 'Introduces the concept of advertisements, detailing the challenges faced by advertisers in the pre-internet era, and the evolution of advertising with the emergence of the internet.', 'duration': 146.068, 'highlights': ["Advertisers in the pre-internet era faced challenges with high entry barriers and lack of insight into the effectiveness of their ads, such as Hindustan Unilever's struggle to measure the impact of various advertising methods. In the pre-internet era, advertisers encountered high entry barriers and struggled to measure the effectiveness of their ads, as exemplified by Hindustan Unilever's difficulty in assessing the impact of different advertising methods, such as free ads, newspaper ads, and radio ads, during Diwali.", 'Ads were primarily accessible to companies with substantial budgets, as the placement of ads in traditional media was determined by the amount paid, without considering the quality of the ads. Traditional advertising favored companies with significant financial resources, as the placement of ads in TV or newspapers was based on the payment amount, without considering the quality of the ads.', "The emergence of the internet revolutionized advertising, providing a more targeted and measurable approach for advertisers. The internet's emergence revolutionized advertising by offering a more targeted and measurable approach, addressing the shortcomings of traditional advertising methods."]}, {'end': 9318.449, 'start': 8958.934, 'title': "Evolution of search engines and google's dominance", 'summary': "Discusses the evolution of search engines, google's rise to prominence, its impact on advertising, and the significance of paid search, including the number of searches processed by google per second, its market share, and the roi it delivers, along with the process of paid search and its impact on businesses.", 'duration': 359.515, 'highlights': ["Google processes 70,000 searches per second, translating to 5.8 billion searches per day, with a 76% market share. Google's staggering search volume and market dominance, processing 70,000 searches per second and holding a 76% market share, highlight its significant impact on the search engine industry.", 'Google delivers an 8:1 return on investment for paid advertisements, demonstrating its effectiveness for businesses. The exceptional 8:1 return on investment for paid advertisements on Google showcases its effectiveness as an advertising platform, providing a substantial return for businesses.', "46% of the clicks go to the top three ads in the search results, and 63% of people agree that they have clicked on Google ads. The high click-through rate for top ads in search results and the significant number of users clicking on Google ads underline the impact and relevance of paid search in Google's advertising ecosystem."]}, {'end': 9753.12, 'start': 9319.31, 'title': 'Google ad ranking and quality', 'summary': 'Explains how google assigns ad ranks based on factors such as bid quantity, ad quality, and context, and how advertisers are charged based on ad rank to secure the top slot, with a focus on quality over bid amount.', 'duration': 433.81, 'highlights': ["Google assigns ad ranks based on factors such as bid quantity, ad quality, and context Google determines ad ranks by considering factors like bid quantity, ad quality, and the context of the search, impacting advertisers' visibility and clicks.", 'Advertisers are charged based on ad rank to secure the top slot, with a focus on quality over bid amount Advertisers are charged based on their ad rank to secure the top slot, prioritizing quality over bid amount, ensuring that the highest bidder may not always come out on top.', 'Quality of ad and landing page is crucial for ad rank Google assesses the quality of ads and landing pages, emphasizing consistent messaging, clear UI/UX, fast page load speeds, and relevance to the ad, impacting ad ranks and visibility.', "Context of search is considered in ad ranking Google's AI considers the context of the search, aiming to provide users with faster and more accurate results based on their queries, reflecting the evolving search landscape and influencing ad ranking."]}], 'duration': 940.254, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH48812866.jpg', 'highlights': ['Google processes 70,000 searches per second, translating to 5.8 billion searches per day, with a 76% market share.', 'Google delivers an 8:1 return on investment for paid advertisements, demonstrating its effectiveness for businesses.', '46% of the clicks go to the top three ads in the search results, and 63% of people agree that they have clicked on Google ads.', 'The emergence of the internet revolutionized advertising, providing a more targeted and measurable approach for advertisers.', 'Google assigns ad ranks based on factors such as bid quantity, ad quality, and context.', 'Advertisers are charged based on ad rank to secure the top slot, with a focus on quality over bid amount.', 'Quality of ad and landing page is crucial for ad rank.', 'Context of search is considered in ad ranking.']}, {'end': 10820.355, 'segs': [{'end': 9840.195, 'src': 'embed', 'start': 9811.669, 'weight': 0, 'content': [{'end': 9814.11, 'text': 'so google would not like to do that.', 'start': 9811.669, 'duration': 2.441}, {'end': 9818.852, 'text': 'if your bid is lower than the threshold, your ads will not show.', 'start': 9814.11, 'duration': 4.742}, {'end': 9821.494, 'text': 'if your bid is lower than the ad rank threshold.', 'start': 9818.852, 'duration': 2.642}, {'end': 9822.174, 'text': "so let's say the.", 'start': 9821.494, 'duration': 0.68}, {'end': 9830.15, 'text': 'if the ad rank threshold is 60 rupees, if you have bid for 50 rupees for that particular keyword, your ad will never show.', 'start': 9822.174, 'duration': 7.976}, {'end': 9837.333, 'text': 'and if none of your competitors are eligible to show, threshold price is the reserve price?', 'start': 9830.15, 'duration': 7.183}, {'end': 9840.195, 'text': 'is the price you pay for the click?', 'start': 9837.333, 'duration': 2.862}], 'summary': "Google won't show ads with bids below the ad rank threshold; e.g., bidding 50 rupees for a 60-rupee threshold won't display the ad.", 'duration': 28.526, 'max_score': 9811.669, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH49811669.jpg'}, {'end': 9919.758, 'src': 'embed', 'start': 9890.707, 'weight': 1, 'content': [{'end': 9900.251, 'text': 'For the first time in 2008, Google officially told that quality score plays an important factor as an important factor for showing Google ads.', 'start': 9890.707, 'duration': 9.544}, {'end': 9903.613, 'text': "So let's understand what is quality score.", 'start': 9900.271, 'duration': 3.342}, {'end': 9912.896, 'text': 'Quality score is an aggregate estimate of how well keyword has performed overall in the past ad options.', 'start': 9904.393, 'duration': 8.503}, {'end': 9916.137, 'text': 'So let me give you a real life example here.', 'start': 9912.916, 'duration': 3.221}, {'end': 9919.758, 'text': 'When Virat Kohli comes to bat.', 'start': 9917.377, 'duration': 2.381}], 'summary': 'Google stated in 2008 that quality score is crucial for showing ads, an aggregate estimate of keyword performance.', 'duration': 29.051, 'max_score': 9890.707, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH49890707.jpg'}, {'end': 10540.538, 'src': 'embed', 'start': 10515.418, 'weight': 2, 'content': [{'end': 10520.862, 'text': 'Important point to note here is like they cannot neglect the SEO and content marketing part.', 'start': 10515.418, 'duration': 5.444}, {'end': 10526.207, 'text': 'So we saw Lenovo in number one of the organic search results also.', 'start': 10521.603, 'duration': 4.604}, {'end': 10536.495, 'text': 'So to summarize advertisers should do organic and paid efforts both to get results in search results.', 'start': 10526.907, 'duration': 9.588}, {'end': 10540.538, 'text': "So let's quickly move to Google ads.", 'start': 10538.176, 'duration': 2.362}], 'summary': 'Advertisers should focus on both organic and paid efforts for search results, as seen with lenovo ranking number one in organic search results.', 'duration': 25.12, 'max_score': 10515.418, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH410515418.jpg'}], 'start': 9753.12, 'title': 'Ad rank threshold, quality score, and search queries in google ads', 'summary': 'Explains the concepts of ad rank threshold, quality score, and search queries in google ads, emphasizing their impact on ad display, ad performance, and advertising objectives. it also provides examples and insights into factors influencing these concepts, highlighting the need for continuous improvement in ad strategy.', 'chapters': [{'end': 9861.42, 'start': 9753.12, 'title': 'Ad rank threshold and ad display', 'summary': "Explains the concept of ad rank threshold and its impact on ad display, including the reserve price for ads and the criteria for ads to show, with an example of ad rank threshold of 60 rupees and a bid of 50 rupees resulting in ad non-display, as well as the influence of competitors' ad rank on ad position.", 'duration': 108.3, 'highlights': ['The ad rank threshold determines the minimum bid required for ads to show, for example, if the ad rank threshold is 60 rupees and the bid is 50 rupees, the ad will not show.', 'The ad rank threshold is the reserved price for ad clicks, with a bid lower than the threshold resulting in ad non-display.', "Competitors' ad rank affects ad position, with the advertiser having the highest ad rank securing the number one position."]}, {'end': 10310.139, 'start': 9861.42, 'title': 'Understanding quality score in google ads', 'summary': 'Explains the concept of quality score in google ads, including its importance, factors influencing it, and the impact on ad performance. it also emphasizes the need for continuous improvement in google ads strategy and provides insights into different types of search queries.', 'duration': 448.719, 'highlights': ['Quality score is an aggregate estimate of how well a keyword has performed overall, rated on a scale from 1 to 10. Quality score represents the historical performance of a keyword and is rated on a scale from 1 to 10, with higher scores indicating better performance.', 'Expected click-through rate, ad relevance, and landing page experience are the key factors influencing quality score, with each having above average, average, and below average status. Expected click-through rate, ad relevance, and landing page experience are the primary factors influencing quality score, with each having different status levels that impact the overall score.', 'Continuous improvement in ad and landing page quality is emphasized, with the need to constantly reevaluate and optimize for better performance. The chapter emphasizes the importance of continuous improvement in Google ads strategy, highlighting the need for ongoing evaluation and optimization of ad and landing page quality.']}, {'end': 10820.355, 'start': 10310.139, 'title': 'Search queries and google ads overview', 'summary': 'Explains the impact of search queries on advertising, emphasizing the significance of transactional search queries and the need for both organic and paid efforts in search results, and it also delves into the business objectives of google ads, including driving sales, building awareness, and influencing consideration.', 'duration': 510.216, 'highlights': ['Advertisers should focus on both organic and paid efforts to achieve results in search queries, with an emphasis on transactional search queries, and the need to maintain top slots in search results. Emphasizes the significance of transactional search queries and the need for both organic and paid efforts in search results.', 'The theory of 16 impressions is explained, emphasizing the importance of continuous impressions for brand recognition and the effectiveness of build awareness campaigns in creating brand recognition. Explains the theory of 16 impressions and the effectiveness of build awareness campaigns in creating brand recognition.', 'The chapter provides insights into the business objectives of Google Ads, including driving sales, building awareness, and influencing consideration, with real-life examples illustrating the effectiveness of these objectives. Provides insights into the business objectives of Google Ads, with real-life examples illustrating the effectiveness of these objectives.']}], 'duration': 1067.235, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH49753120.jpg', 'highlights': ['The ad rank threshold determines the minimum bid required for ads to show, for example, if the ad rank threshold is 60 rupees and the bid is 50 rupees, the ad will not show.', 'Quality score is an aggregate estimate of how well a keyword has performed overall, rated on a scale from 1 to 10. Quality score represents the historical performance of a keyword and is rated on a scale from 1 to 10, with higher scores indicating better performance.', 'Advertisers should focus on both organic and paid efforts to achieve results in search queries, with an emphasis on transactional search queries, and the need to maintain top slots in search results.']}, {'end': 13492.838, 'segs': [{'end': 10867.05, 'src': 'embed', 'start': 10840.776, 'weight': 0, 'content': [{'end': 10849.778, 'text': 'Basically, how it works? Influence consideration objective includes something called in-market audience targeting and engagement ads.', 'start': 10840.776, 'duration': 9.002}, {'end': 10858.461, 'text': 'So in-market audience are consumers who are actively researching, comparing products across the Google display network.', 'start': 10850.719, 'duration': 7.742}, {'end': 10860.781, 'text': 'Let me give you an example of my case.', 'start': 10859.161, 'duration': 1.62}, {'end': 10863.942, 'text': 'As I told you, my laptop has started giving problems.', 'start': 10861.521, 'duration': 2.421}, {'end': 10867.05, 'text': 'Okay I started searching to buy a new laptop.', 'start': 10864.142, 'duration': 2.908}], 'summary': 'In-market audience targeting on google helps reach consumers actively researching products.', 'duration': 26.274, 'max_score': 10840.776, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH410840776.jpg'}, {'end': 11065.882, 'src': 'embed', 'start': 11020.177, 'weight': 1, 'content': [{'end': 11029.583, 'text': 'And what are the types of ads in the search network? So they are text ads, dynamic search ads, all only ads, shopping ads, image and video ads.', 'start': 11020.177, 'duration': 9.406}, {'end': 11032.304, 'text': 'So let me quickly move down to the next slide.', 'start': 11030.063, 'duration': 2.241}, {'end': 11034.185, 'text': 'Google search network.', 'start': 11033.205, 'duration': 0.98}, {'end': 11043.367, 'text': 'Google search network comprises of not only Google search, also Google play store, Google shopping.', 'start': 11034.526, 'duration': 8.841}, {'end': 11045.809, 'text': 'so it is like, if you do not know, it is google.com.', 'start': 11043.367, 'duration': 2.442}, {'end': 11047.31, 'text': 'slash shopping is.', 'start': 11045.809, 'duration': 1.501}, {'end': 11049.531, 'text': 'then there is Google image and Google Maps.', 'start': 11047.31, 'duration': 2.221}, {'end': 11056.315, 'text': "also Google app, Google Maps app, is also there, and, Let's understand about, on Google sites as well.", 'start': 11049.531, 'duration': 6.784}, {'end': 11065.882, 'text': 'So there are a lot of non Google sites also in Google search networks who have a search functionality in embedded in their website.', 'start': 11056.315, 'duration': 9.567}], 'summary': 'Google search network includes text, dynamic search, shopping, image, and video ads, spanning google search, play store, shopping, image, maps, and other non-google sites.', 'duration': 45.705, 'max_score': 11020.177, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH411020177.jpg'}, {'end': 11154.402, 'src': 'embed', 'start': 11123.138, 'weight': 3, 'content': [{'end': 11126.259, 'text': 'uh, these are the keyword match types that google provides.', 'start': 11123.138, 'duration': 3.121}, {'end': 11134.489, 'text': 'First is broad match, an exact match, broad match, modifier phrase match and negative keywords.', 'start': 11127.764, 'duration': 6.725}, {'end': 11137.691, 'text': 'So let me quickly explain with example what are they.', 'start': 11134.909, 'duration': 2.782}, {'end': 11143.034, 'text': "So let's say I am a seller of red socks for men and women.", 'start': 11138.511, 'duration': 4.523}, {'end': 11154.402, 'text': 'So if I am writing red socks like this, this is called an exact match and my ads will only show when someone searches for red socks.', 'start': 11143.054, 'duration': 11.348}], 'summary': "Google provides various keyword match types, including broad match, exact match, broad match modifier, phrase match, and negative keywords. for example, 'red socks' is an exact match keyword for advertising.", 'duration': 31.264, 'max_score': 11123.138, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH411123138.jpg'}, {'end': 11295.688, 'src': 'embed', 'start': 11263.368, 'weight': 4, 'content': [{'end': 11265.449, 'text': "Let's first understand what is display ad network.", 'start': 11263.368, 'duration': 2.081}, {'end': 11270.056, 'text': 'Previously, we tried reaching ad as market.', 'start': 11267.154, 'duration': 2.902}, {'end': 11270.916, 'text': 'as advertisers.', 'start': 11270.056, 'duration': 0.86}, {'end': 11275.598, 'text': 'we tried reaching our target customers to only Google search right?', 'start': 11270.916, 'duration': 4.682}, {'end': 11283.862, 'text': 'Now Google display ad network is a repository of more than 2 million sites and apps.', 'start': 11276.178, 'duration': 7.684}, {'end': 11286.383, 'text': 'It reaches 90% of the people on the internet.', 'start': 11284.102, 'duration': 2.281}, {'end': 11295.688, 'text': "And basically your ad either gets matched with the content related to your business, like your keywords or customer's interest.", 'start': 11287.184, 'duration': 8.504}], 'summary': 'Google display ad network reaches 90% of internet users through 2 million sites and apps.', 'duration': 32.32, 'max_score': 11263.368, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH411263368.jpg'}, {'end': 11451.086, 'src': 'embed', 'start': 11423.683, 'weight': 5, 'content': [{'end': 11433.587, 'text': "and advertiser advertises actual products or services and drives the users to publisher's page, fill out the form or make a purchase.", 'start': 11423.683, 'duration': 9.904}, {'end': 11438.628, 'text': "Let's quickly understand what are the display ads targeting options.", 'start': 11434.727, 'duration': 3.901}, {'end': 11441.109, 'text': 'First one is topic targeting.', 'start': 11439.669, 'duration': 1.44}, {'end': 11445.863, 'text': 'Topics are essentially the category of the page user is searching on.', 'start': 11441.701, 'duration': 4.162}, {'end': 11451.086, 'text': 'So actually topics can be very useful for display advertisements.', 'start': 11446.623, 'duration': 4.463}], 'summary': 'Display ads target options include topic targeting for page categories.', 'duration': 27.403, 'max_score': 11423.683, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH411423683.jpg'}, {'end': 11930.526, 'src': 'embed', 'start': 11904.291, 'weight': 6, 'content': [{'end': 11910.755, 'text': "And then if you come up with your app, it's very important for the right end users to discover your app.", 'start': 11904.291, 'duration': 6.464}, {'end': 11920.36, 'text': 'So Google provides Google app ads for this purpose so that you can put your ads directly in front of the target customers.', 'start': 11911.335, 'duration': 9.025}, {'end': 11922.301, 'text': 'They have like two different methods.', 'start': 11920.861, 'duration': 1.44}, {'end': 11923.802, 'text': 'One is cost per install.', 'start': 11922.441, 'duration': 1.361}, {'end': 11930.526, 'text': 'So as the name suggests, here the advertiser is willing to pay a certain amount for each install.', 'start': 11924.303, 'duration': 6.223}], 'summary': 'Google app ads help reach target customers, with cost-per-install method.', 'duration': 26.235, 'max_score': 11904.291, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH411904291.jpg'}, {'end': 12015.853, 'src': 'embed', 'start': 11987.967, 'weight': 7, 'content': [{'end': 11992.028, 'text': "first we'll have to create, like create a google merchant center account.", 'start': 11987.967, 'duration': 4.061}, {'end': 11993.809, 'text': 'so it is a free account.', 'start': 11992.028, 'duration': 1.781}, {'end': 12007.672, 'text': 'using merchant center account we can upload our inventory data physical infant inventory data in google merchant center they will talk to google ads and it will provide the data.', 'start': 11993.809, 'duration': 13.863}, {'end': 12015.853, 'text': 'for example, in case of just furniture, first furniture can provide, uh, the data of, like bedroom furnitures will just upload.', 'start': 12007.672, 'duration': 8.181}], 'summary': 'Create a free google merchant center account to upload physical inventory data, connecting with google ads for advertising.', 'duration': 27.886, 'max_score': 11987.967, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH411987967.jpg'}, {'end': 12090.652, 'src': 'embed', 'start': 12062.82, 'weight': 8, 'content': [{'end': 12066.983, 'text': 'So let me quickly move to metrics for search engine marketing.', 'start': 12062.82, 'duration': 4.163}, {'end': 12072.846, 'text': 'It is very important to understand the metrics when we are talking about Google ads.', 'start': 12067.863, 'duration': 4.983}, {'end': 12075.565, 'text': 'These are the metrics that I am looking at.', 'start': 12073.424, 'duration': 2.141}, {'end': 12088.091, 'text': 'Impressions, impression share cost, clicks, cost per click, conversions, click through rate, cost per conversion, quality score,', 'start': 12076.485, 'duration': 11.606}, {'end': 12090.652, 'text': 'ad position view through conversions, etc.', 'start': 12088.091, 'duration': 2.561}], 'summary': 'Understanding metrics for search engine marketing including impressions, clicks, conversions, and quality score is crucial for google ads.', 'duration': 27.832, 'max_score': 12062.82, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH412062820.jpg'}, {'end': 12193.326, 'src': 'embed', 'start': 12163.308, 'weight': 9, 'content': [{'end': 12169.23, 'text': 'It shows the opportunity that an advertiser has in terms of reaching out to your audience.', 'start': 12163.308, 'duration': 5.922}, {'end': 12176.092, 'text': 'It also reflects the performance of your ads and it also gives you performance of the competitors ads.', 'start': 12169.87, 'duration': 6.222}, {'end': 12181.253, 'text': "So you know, like Josh at Josh furniture, I know that I'm just getting an impression share of 10%,", 'start': 12176.692, 'duration': 4.561}, {'end': 12184.494, 'text': 'but other competitors are getting a 50% impression share.', 'start': 12181.253, 'duration': 3.241}, {'end': 12193.326, 'text': 'So they are in front of the target customers five times more than me.', 'start': 12188.342, 'duration': 4.984}], 'summary': 'Advertisers can reach 10% audience share, competitors reach 50%.', 'duration': 30.018, 'max_score': 12163.308, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH412163308.jpg'}, {'end': 12244.533, 'src': 'embed', 'start': 12217.815, 'weight': 10, 'content': [{'end': 12223.478, 'text': 'it is shown for keywords, for ad groups, for campaigns and, at account level,', 'start': 12217.815, 'duration': 5.663}, {'end': 12229.262, 'text': 'first need to look at costs at every single point of time to know how we are doing.', 'start': 12223.478, 'duration': 5.784}, {'end': 12237.488, 'text': 'ideally, the cost would have been on the lower side, but actually it is a function of how big the campaign reach is.', 'start': 12229.262, 'duration': 8.226}, {'end': 12243.872, 'text': 'probably the better data to look for is clicks and cost per clicks.', 'start': 12237.488, 'duration': 6.384}, {'end': 12244.533, 'text': 'what is clicks?', 'start': 12243.872, 'duration': 0.661}], 'summary': 'Monitoring costs at every level is crucial for assessing performance. cost is influenced by campaign reach and should be analyzed alongside clicks and cost per click.', 'duration': 26.718, 'max_score': 12217.815, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH412217815.jpg'}, {'end': 12548.524, 'src': 'embed', 'start': 12469.657, 'weight': 11, 'content': [{'end': 12474.018, 'text': 'It depends on expected click-through rate, ad relevance and landing page experience.', 'start': 12469.657, 'duration': 4.361}, {'end': 12480.104, 'text': 'Ad position, so depending on your ad rank, your ad position is calculated.', 'start': 12475.14, 'duration': 4.964}, {'end': 12483.926, 'text': 'Ad position is available in the keyword level.', 'start': 12480.124, 'duration': 3.802}, {'end': 12488.95, 'text': 'Now Google has gradually started not giving the ad positions also.', 'start': 12484.487, 'duration': 4.463}, {'end': 12492.532, 'text': 'Cost per mile, it is a display ad metric.', 'start': 12489.71, 'duration': 2.822}, {'end': 12501.999, 'text': "It's like when advertiser is only charged when ads appear in front of prospective user thousand number of times, so thousand impressions.", 'start': 12493.413, 'duration': 8.586}, {'end': 12510.276, 'text': 'So CPM method of billing is mostly used by an advertiser when objective is brand awareness, which I had already explained.', 'start': 12502.611, 'duration': 7.665}, {'end': 12514.399, 'text': 'A publisher earns revenue through CPM methods as well.', 'start': 12510.996, 'duration': 3.403}, {'end': 12518.922, 'text': 'And the visibility here is to improve the visibility.', 'start': 12515.239, 'duration': 3.683}, {'end': 12522.644, 'text': "Let's start with Google AdSense.", 'start': 12520.402, 'duration': 2.242}, {'end': 12535.556, 'text': 'Google AdSense is an ad network run by Google to which Website publishers in the Google ad network of content sites serve different kinds of ads,', 'start': 12523.585, 'duration': 11.971}, {'end': 12543.401, 'text': 'like text ads, image ads, video ads, interactive media ads that are targeted to the target audience of the advertisers.', 'start': 12535.556, 'duration': 7.845}, {'end': 12548.524, 'text': 'These advertisements are administered, sorted, and maintained by Google.', 'start': 12544.381, 'duration': 4.143}], 'summary': 'Factors affecting ad position, cpm for display ads, google adsense for ad serving.', 'duration': 78.867, 'max_score': 12469.657, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH412469657.jpg'}, {'end': 12669.634, 'src': 'embed', 'start': 12646.822, 'weight': 13, 'content': [{'end': 12654.106, 'text': 'Before moving to the next slide, you have to understand that Google AdSense is not the only ad network in the world.', 'start': 12646.822, 'duration': 7.284}, {'end': 12661.41, 'text': 'AdSense is the biggest ad network in the world with over 11 million websites using AdSense.', 'start': 12654.426, 'duration': 6.984}, {'end': 12669.634, 'text': 'Then there are a multiple number of websites or ad networks available for the monetization of your websites.', 'start': 12662.31, 'duration': 7.324}], 'summary': 'Google adsense is the largest ad network with over 11 million websites, but there are other options available for website monetization.', 'duration': 22.812, 'max_score': 12646.822, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH412646822.jpg'}, {'end': 12953.268, 'src': 'embed', 'start': 12922.008, 'weight': 15, 'content': [{'end': 12927.191, 'text': 'So basically, your users will be inside your website, not going anywhere.', 'start': 12922.008, 'duration': 5.183}, {'end': 12928.811, 'text': 'They will see ads.', 'start': 12928.211, 'duration': 0.6}, {'end': 12935.964, 'text': 'Publishers receive 51% of the revenue recognized by Google.', 'start': 12932.483, 'duration': 3.481}, {'end': 12938.744, 'text': "So this is like you're not doing anything.", 'start': 12935.984, 'duration': 2.76}, {'end': 12945.786, 'text': 'You have built a site, you have built your hard work, you have created a lot of good quality content, image and all.', 'start': 12939.505, 'duration': 6.281}, {'end': 12953.268, 'text': 'Just put a search function in your website and you start getting an extra income.', 'start': 12946.406, 'duration': 6.862}], 'summary': 'Implementing google ads can bring 51% extra revenue to your website.', 'duration': 31.26, 'max_score': 12922.008, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH412922008.jpg'}, {'end': 13037.104, 'src': 'embed', 'start': 13005.397, 'weight': 17, 'content': [{'end': 13019.245, 'text': 'So he or she has got some organic search result at display below and ads by Google is displayed in a box and it is highlighted properly.', 'start': 13005.397, 'duration': 13.848}, {'end': 13024.313, 'text': "Okay Let's move to the next ads, that is video ads.", 'start': 13020.346, 'duration': 3.967}, {'end': 13034.662, 'text': "AdSense for video allows publishers with video content to generate revenue using ad placements from Google's extensive advertisement network.", 'start': 13025.474, 'duration': 9.188}, {'end': 13037.104, 'text': 'You have to remember one point here.', 'start': 13034.682, 'duration': 2.422}], 'summary': "Organic search results displayed with google ads; adsense for video enables revenue generation from google's ad network.", 'duration': 31.707, 'max_score': 13005.397, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH413005397.jpg'}, {'end': 13225.883, 'src': 'embed', 'start': 13192.165, 'weight': 19, 'content': [{'end': 13193.645, 'text': 'So, coming back to the link units.', 'start': 13192.165, 'duration': 1.48}, {'end': 13202.559, 'text': 'AdSense publishers are paid for clicks on the ads, and ads on the linked page are pay-per-click Google ads,', 'start': 13194.798, 'duration': 7.761}, {'end': 13206.2, 'text': 'similar to those shown in regular AdSense ad units.', 'start': 13202.559, 'duration': 3.641}, {'end': 13218.542, 'text': 'So basically this is like kind of a text ad individual text ads created into a unit and last point linked ads are responsive by default.', 'start': 13206.8, 'duration': 11.742}, {'end': 13225.883, 'text': 'They allow you to support a wide range of devices because nowadays Ads can come in any devices.', 'start': 13219.282, 'duration': 6.601}], 'summary': 'Adsense publishers are paid for clicks on link units, which contain pay-per-click google ads and are responsive by default.', 'duration': 33.718, 'max_score': 13192.165, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH413192165.jpg'}, {'end': 13335.684, 'src': 'embed', 'start': 13308.204, 'weight': 18, 'content': [{'end': 13319.099, 'text': 'A contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on these keywords.', 'start': 13308.204, 'duration': 10.895}, {'end': 13325.841, 'text': 'The advertisement may be displayed on the webpage or can be also displayed as a pop-up ad.', 'start': 13319.819, 'duration': 6.022}, {'end': 13335.684, 'text': "For example, if the user is viewing a website pertaining to sports, like I'm sure you must be browsing a lot of cricket websites.", 'start': 13327.041, 'duration': 8.643}], 'summary': 'Contextual advertising system scans website text for keywords to display relevant ads.', 'duration': 27.48, 'max_score': 13308.204, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH413308204.jpg'}, {'end': 13389.439, 'src': 'embed', 'start': 13365.018, 'weight': 16, 'content': [{'end': 13371.71, 'text': 'that is why it influences users more effectively, shows users the area of expertise,', 'start': 13365.018, 'duration': 6.692}, {'end': 13378.713, 'text': 'of area of interest or expertise of theirs and thus increases the chance of receiving a response.', 'start': 13371.71, 'duration': 7.003}, {'end': 13381.355, 'text': "let's understand like how do we get paid?", 'start': 13378.713, 'duration': 2.642}, {'end': 13386.017, 'text': 'how do publishers get paid using adsense?', 'start': 13381.355, 'duration': 4.662}, {'end': 13389.439, 'text': 'so adsense payment cycle is monthly.', 'start': 13386.017, 'duration': 3.422}], 'summary': 'Adsense increases user response by showing areas of expertise, with monthly payment cycle.', 'duration': 24.421, 'max_score': 13365.018, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH413365018.jpg'}], 'start': 10820.956, 'title': 'Google ads and adsense', 'summary': 'Covers influence consideration for google ads, match types, display network, targeting options, shopping ads for retailers, and adsense overview and strategies, including key metrics, ad types, and revenue generation.', 'chapters': [{'end': 11123.138, 'start': 10820.956, 'title': 'Influence consideration for google ads', 'summary': 'Discusses the influence consideration objective for google ads, including in-market audience targeting and engagement ads, to differentiate businesses and promote products, with a focus on search ads and the google search network.', 'duration': 302.182, 'highlights': ['The influence consideration objective includes in-market audience targeting and engagement ads, allowing businesses to display product information in front of thousands of target customers, differentiating themselves from similar products and educating customers about their specific product or service.', 'The types of Google ads discussed include search ads, which appear on the Google search network and comprise text ads, dynamic search ads, shopping ads, and image and video ads, with a focus on targeting specific keywords and utilizing the Google Ads account structure with unique campaigns, ad groups, and specified budgets.', 'The Google search network extends beyond Google search to include Google Play Store, Google Shopping, Google Image, Google Maps, and non-Google sites with embedded search functionality, with search partners displaying and linking products for sale, emphasizing the importance of account structure and specified budgets for effective planning and execution.']}, {'end': 11959.929, 'start': 11123.138, 'title': 'Google ads: match types, display network, and targeting options', 'summary': 'Covers the different match types in google ads such as exact match, phrase match, broad match, and negative keywords, explaining their impact on ad visibility. it also delves into the google display network, highlighting its extensive reach and potential budget challenges, and provides insights into different ad targeting options including topic targeting, interest categories, affinity audience, placement targeting, contextual targeting, demographic targeting, and exclusions.', 'duration': 836.791, 'highlights': ['The chapter covers the different match types in Google Ads such as exact match, phrase match, broad match, and negative keywords, explaining their impact on ad visibility. It explains the impact of different match types in Google Ads, demonstrating the specific scenarios in which each match type will show ads, providing a clear understanding of their functionalities and effects on ad visibility.', 'The Google Display Network is highlighted for its extensive reach, reaching over 2 million sites and apps and 90% of internet users, while also cautioning about potential budget challenges. It emphasizes the vast reach of the Google Display Network, reaching over 2 million sites and apps and 90% of internet users, and warns about the budget challenges that can arise from improper targeting.', 'Insights are provided into different ad targeting options including topic targeting, interest categories, affinity audience, placement targeting, contextual targeting, demographic targeting, and exclusions. It offers insights into various ad targeting options, such as topic targeting, interest categories, affinity audience, placement targeting, contextual targeting, demographic targeting, and exclusions, elucidating their relevance in optimizing ad campaigns.', 'The chapter also touches on app ads, explaining their significance in driving app installs and in-app conversions, along with the cost per install and cost per action methods for app promotion. It addresses the importance of app ads in driving app installs and in-app conversions, providing an overview of the cost per install and cost per action methods, demonstrating their role in promoting app visibility and engagement.']}, {'end': 12469.017, 'start': 11961.138, 'title': 'Shopping ads for retailers', 'summary': 'Discusses the effectiveness of shopping ads for retailers, explaining how to set up a google merchant center account, the benefits of shopping ads over text ads, and important metrics for search engine marketing, including impressions, impression share, cost, clicks, ctr, cost per click, conversions, and quality score.', 'duration': 507.879, 'highlights': ['Setting up a Google Merchant Center account is crucial for leveraging shopping ads, as it allows retailers to upload their inventory data and enables Google to display the right ads with images and details. ', 'Shopping ads provide more visual and informative content compared to text ads, offering photographs, pricing details, store information, and additional features like free delivery, making them more appealing to potential customers. ', 'Key metrics for search engine marketing include impressions, impression share, cost, clicks, CTR, cost per click, conversions, quality score, and ad position view through conversions, providing essential insights into ad performance and audience reach. ', 'Impression share is a critical competitive metric that reflects the number of impressions an ad receives compared to the estimated number of available impressions, highlighting potential opportunities and competitive performance. ', 'Understanding cost per click and optimizing it is essential, as it signifies the total cost of a campaign divided by the total number of clicks received, with marketeers aiming to gradually reduce this metric through various optimization factors. ']}, {'end': 12812.959, 'start': 12469.657, 'title': 'Google adsense overview', 'summary': 'Discusses the key metrics and strategies of google adsense, including ad positioning, cost per mile, revenue sharing percentages, and ad types provided by google adsense.', 'duration': 343.302, 'highlights': ['Ad Position and Ad Rank Calculation Ad position is determined by ad rank, calculated based on expected click-through rate, ad relevance, and landing page experience.', 'Cost per Mile (CPM) Billing Method CPM billing method is utilized for brand awareness objectives, where advertisers are charged based on thousand impressions, and publishers earn revenue through CPM methods.', 'Google AdSense and Revenue Sharing Google AdSense shares 68% of the revenue with content network partners and 51% with search partners, and provides monetization for over 11 million websites.', 'Types of Ads Provided by Google AdSense Google AdSense offers content, search, video, and link unit ads, with targeting options including contextual targeting and user interest, and supports various ad formats.']}, {'end': 13492.838, 'start': 12812.979, 'title': 'Google adsense: ad types and revenue generation', 'summary': 'Discusses google adsense, covering ad types including search, video, link units, and full slot ads, and revenue generation through contextual advertising and payment cycles.', 'duration': 679.859, 'highlights': ['Publishers receive 51% of the revenue recognized by Google through Adsense. Publishers receive a significant 51% of the revenue recognized by Google through Adsense, providing a clear incentive for utilizing the platform.', 'Google Adsense payment cycle is monthly, with payments issued between the 21st and 26th of the month if the balance exceeds the payment threshold. The payment cycle for Google Adsense is monthly, with payments issued between the 21st and 26th of the month if the balance exceeds the payment threshold, offering a clear understanding of the payment process for publishers.', "AdSense for video allows publishers with video content to generate revenue, with ad placements from Google's extensive advertisement network. AdSense for video enables publishers with video content to generate revenue through ad placements from Google's extensive advertisement network, highlighting the potential for revenue generation from video content.", 'Contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on these keywords. The contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on these keywords, showcasing the mechanism behind targeted ad placements.', 'AdSense publishers are paid for clicks on the ads, and ads on the linked page are pay-per-click Google ads, similar to those shown in regular AdSense ad units. AdSense publishers are paid for clicks on the ads, and ads on the linked page are pay-per-click Google ads, similar to those shown in regular AdSense ad units, illustrating the revenue model for publishers.']}], 'duration': 2671.882, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH410820956.jpg', 'highlights': ['In-market audience targeting and engagement ads differentiate businesses from competitors.', 'Search ads include text, dynamic search, shopping, image, and video ads for specific keywords.', 'Google search network extends to Google Play Store, Google Shopping, and non-Google sites.', 'Understanding different match types in Google Ads impacts ad visibility in specific scenarios.', 'Google Display Network reaches over 2 million sites and apps, cautioning about budget challenges.', 'Insights into ad targeting options such as topic targeting, interest categories, and exclusions.', 'App ads drive app installs and in-app conversions, with cost per install and cost per action methods.', 'Google Merchant Center account is crucial for leveraging shopping ads with visual and informative content.', 'Key metrics for search engine marketing include impressions, cost, clicks, CTR, and conversions.', 'Impression share reflects ad competitiveness and potential opportunities.', 'Understanding and optimizing cost per click is essential for campaign performance.', 'Ad position is determined by ad rank based on expected click-through rate and landing page experience.', 'CPM billing method is utilized for brand awareness objectives based on thousand impressions.', 'Google AdSense shares revenue with content and search partners, providing monetization for over 11 million websites.', 'Google AdSense offers content, search, video, and link unit ads with contextual targeting and user interest.', 'Publishers receive 51% of the revenue recognized by Google through Adsense.', 'Google Adsense payment cycle is monthly, with payments issued between the 21st and 26th of the month.', "AdSense for video allows publishers to generate revenue through ad placements from Google's advertisement network.", 'Contextual advertising system scans website text for keywords and returns targeted advertisements.', 'AdSense publishers are paid for clicks on the ads, similar to those shown in regular AdSense ad units.']}, {'end': 14705.44, 'segs': [{'end': 13558.093, 'src': 'embed', 'start': 13523.071, 'weight': 0, 'content': [{'end': 13527.273, 'text': 'it might again take some time in getting this payment.', 'start': 13523.071, 'duration': 4.202}, {'end': 13530.034, 'text': "So let's understand the do's and don'ts.", 'start': 13528.073, 'duration': 1.961}, {'end': 13533.415, 'text': 'What should we do to maximize our AdSense income?', 'start': 13530.934, 'duration': 2.481}, {'end': 13541.418, 'text': 'First point produce good quality content that attracts and engages users and provide good user experience.', 'start': 13533.935, 'duration': 7.483}, {'end': 13544.644, 'text': 'Create and maintain a content calendar around a theme.', 'start': 13542.162, 'duration': 2.482}, {'end': 13548.587, 'text': 'If your site is into fashion blogging, maintain the theme.', 'start': 13545.384, 'duration': 3.203}, {'end': 13558.093, 'text': 'Do not add random new topics just for the sake of AdSense profitable keywords or getting guest posts etc etc.', 'start': 13548.887, 'duration': 9.206}], 'summary': 'Maximize adsense income by producing quality content, maintaining a themed content calendar, and avoiding random topics.', 'duration': 35.022, 'max_score': 13523.071, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH413523071.jpg'}, {'end': 13660.212, 'src': 'embed', 'start': 13606.181, 'weight': 1, 'content': [{'end': 13617.124, 'text': 'Methods like cloaking, putting sneaky redirects in the website, putting hidden text or links in the website, using doorway pages, scraped content,', 'start': 13606.181, 'duration': 10.943}, {'end': 13618.045, 'text': 'and the list goes on.', 'start': 13617.124, 'duration': 0.921}, {'end': 13623.767, 'text': 'Basically, as website owners, we should always stick to these guidelines.', 'start': 13618.745, 'duration': 5.022}, {'end': 13627.648, 'text': 'We should never use any unnatural ways to get some traffic.', 'start': 13623.907, 'duration': 3.741}, {'end': 13631.321, 'text': 'AdSense guidelines also essentially tell all the same thing.', 'start': 13628.36, 'duration': 2.961}, {'end': 13636.003, 'text': 'They also tell not to tamper with AdSense codes.', 'start': 13631.801, 'duration': 4.202}, {'end': 13638.424, 'text': 'Keep an SEO checklist ready.', 'start': 13636.923, 'duration': 1.501}, {'end': 13644.466, 'text': 'Again, this is important for all the website owners.', 'start': 13640.384, 'duration': 4.082}, {'end': 13651.969, 'text': 'Because I have mentioned that I have a couple of websites on my own, I have always kept an SEO checklist ready,', 'start': 13645.046, 'duration': 6.923}, {'end': 13660.212, 'text': 'some of which points are directly on top of my mind, like setting up Google Search Console, installing Google Analytics,', 'start': 13651.969, 'duration': 8.243}], 'summary': 'Website owners should adhere to seo guidelines and never use unnatural ways to get traffic, in line with adsense guidelines. keeping an seo checklist is crucial for website owners.', 'duration': 54.031, 'max_score': 13606.181, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH413606181.jpg'}, {'end': 13766.354, 'src': 'embed', 'start': 13739.074, 'weight': 3, 'content': [{'end': 13749.942, 'text': 'Some of them are your ad placement, which is very important, your ad types, your traffic sources and, most importantly, the adsense cost per click.', 'start': 13739.074, 'duration': 10.868}, {'end': 13757.628, 'text': 'so if you are using keyword research for your website, keep an eye on the cost per click factor.', 'start': 13749.942, 'duration': 7.686}, {'end': 13766.354, 'text': 'i use semrush as a tool and i would highly recommend using semrush tool by choosing some keywords which have high cpc.', 'start': 13757.628, 'duration': 8.726}], 'summary': 'Ad placement, types, and traffic sources impact adsense cost per click. use semrush for high cpc keywords.', 'duration': 27.28, 'max_score': 13739.074, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH413739074.jpg'}, {'end': 13824.839, 'src': 'embed', 'start': 13794.14, 'weight': 4, 'content': [{'end': 13805.648, 'text': 'Many site owners that I have interacted with simply use images because they believe and this is also one of the myths of AdSense that image ads work better.', 'start': 13794.14, 'duration': 11.508}, {'end': 13810.297, 'text': "But from my experience, believe me, it's not like that.", 'start': 13806.476, 'duration': 3.821}, {'end': 13814.657, 'text': 'I advise the site owners to use all ad types.', 'start': 13810.957, 'duration': 3.7}, {'end': 13824.839, 'text': 'We have covered the different types of ad types, right? AdSense for search, then link based ads and videos.', 'start': 13816.458, 'duration': 8.381}], 'summary': 'Site owners should use all ad types including adsense for search, link-based ads, and videos.', 'duration': 30.699, 'max_score': 13794.14, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH413794140.jpg'}, {'end': 13881.367, 'src': 'embed', 'start': 13853.441, 'weight': 5, 'content': [{'end': 13859.964, 'text': 'this is pro tip and i was recently sitting down with one of my friends who is a website owner.', 'start': 13853.441, 'duration': 6.523}, {'end': 13862.985, 'text': 'he has very good traffic in his website.', 'start': 13859.964, 'duration': 3.021}, {'end': 13864.146, 'text': 'we found these points out.', 'start': 13862.985, 'duration': 1.161}, {'end': 13875.466, 'text': 'Google recommends using 720 X 728 into 90, that is, leaderboard image ad unit above the fold home page and below the main navigation bar.', 'start': 13864.704, 'duration': 10.762}, {'end': 13881.367, 'text': 'So depending on the page length, these are for the home page depending on your page length.', 'start': 13876.226, 'duration': 5.141}], 'summary': 'Website owner with high traffic advised to use 720x728 ad unit for homepage.', 'duration': 27.926, 'max_score': 13853.441, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH413853441.jpg'}, {'end': 14073.977, 'src': 'embed', 'start': 14042.297, 'weight': 6, 'content': [{'end': 14044.899, 'text': "Don't ever click on your own Google AdSense.", 'start': 14042.297, 'duration': 2.602}, {'end': 14053.526, 'text': 'If you go to an AdSense forum, you will see a lot of site owners complaining about this, that I am banned from Google AdSense.', 'start': 14045.359, 'duration': 8.167}, {'end': 14060.091, 'text': 'And one of the major reasons is that they do not get any revenue.', 'start': 14054.346, 'duration': 5.745}, {'end': 14064.294, 'text': "They get frustrated, they click their own ads and you're gone.", 'start': 14060.971, 'duration': 3.323}, {'end': 14069.035, 'text': 'And believe me guys, Google is very, very serious about its policies.', 'start': 14065.134, 'duration': 3.901}, {'end': 14073.977, 'text': "Once you get banned, it's very difficult to reinstate your account.", 'start': 14070.016, 'duration': 3.961}], 'summary': 'Clicking own google adsense ads can result in account ban and revenue loss.', 'duration': 31.68, 'max_score': 14042.297, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH414042297.jpg'}, {'end': 14315.271, 'src': 'embed', 'start': 14281.655, 'weight': 7, 'content': [{'end': 14283.456, 'text': 'It is revenue per 1000 impressions.', 'start': 14281.655, 'duration': 1.801}, {'end': 14294.763, 'text': 'So ad request revenue per 1000 impressions is calculated by dividing your estimated earning by the number of ad requests you have made,', 'start': 14284.157, 'duration': 10.606}, {'end': 14296.885, 'text': 'multiplying it by 1000..', 'start': 14294.763, 'duration': 2.122}, {'end': 14310.628, 'text': 'For example, if you earned an estimated $60, From 15, 000 ad requests, your ad request RPM would be like $60 divided by 15, 000 into $2, 000,', 'start': 14296.885, 'duration': 13.743}, {'end': 14314.211, 'text': 'which is $4..', 'start': 14310.629, 'duration': 3.582}, {'end': 14315.271, 'text': "It's pretty simple.", 'start': 14314.211, 'duration': 1.06}], 'summary': 'Ad request revenue per 1000 impressions is $4, calculated from $60 earned and 15,000 ad requests.', 'duration': 33.616, 'max_score': 14281.655, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH414281655.jpg'}, {'end': 14373.602, 'src': 'embed', 'start': 14346.31, 'weight': 8, 'content': [{'end': 14351.932, 'text': 'But in your dashboard, you can see your recent earnings up to yesterday.', 'start': 14346.31, 'duration': 5.622}, {'end': 14357.173, 'text': 'Impressions So this looks like a simple one, but this is an important one.', 'start': 14351.952, 'duration': 5.221}, {'end': 14366.559, 'text': "Impression is counted for each ad request where at least one ad had begun to download to the user's device.", 'start': 14358.075, 'duration': 8.484}, {'end': 14373.602, 'text': 'This is the number of ad units for content ads or search queries for search ads and loaded ads.', 'start': 14366.579, 'duration': 7.023}], 'summary': 'Dashboard shows recent earnings up to yesterday and explains impressions as ad units or loaded ads.', 'duration': 27.292, 'max_score': 14346.31, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH414346310.jpg'}, {'end': 14579.133, 'src': 'embed', 'start': 14523.422, 'weight': 9, 'content': [{'end': 14535.49, 'text': 'It can be total number of revenues to be generated from a paid search campaign or e-commerce campaigns or visibility campaign Goals can be total amount of traffic to be generated.', 'start': 14523.422, 'duration': 12.068}, {'end': 14541.913, 'text': 'Fourth, for app campaigns, goals can be total number of app downloads or in-app actions.', 'start': 14536.211, 'duration': 5.702}, {'end': 14544.414, 'text': 'Let me quickly move to the first.', 'start': 14542.773, 'duration': 1.641}, {'end': 14548.515, 'text': 'First point as we discussed is identifying the keywords.', 'start': 14545.154, 'duration': 3.361}, {'end': 14552.257, 'text': 'So Google has given a wonderful tool for free.', 'start': 14549.796, 'duration': 2.461}, {'end': 14553.917, 'text': 'It is called Keyword Planner.', 'start': 14552.277, 'duration': 1.64}, {'end': 14558.899, 'text': 'In Keyword Planner, once you identify the goals, you start searching.', 'start': 14554.958, 'duration': 3.941}, {'end': 14561.12, 'text': 'Google gives you this tool.', 'start': 14559.259, 'duration': 1.861}, {'end': 14565.469, 'text': 'can as many searches in these tools.', 'start': 14562.148, 'duration': 3.321}, {'end': 14568.15, 'text': 'you just have to search terms.', 'start': 14565.469, 'duration': 2.681}, {'end': 14572.091, 'text': 'you can define a geography.', 'start': 14568.15, 'duration': 3.941}, {'end': 14574.911, 'text': 'so if you are targeting united states, you can put us.', 'start': 14572.091, 'duration': 2.82}, {'end': 14579.133, 'text': 'if you are targeting india, you can india.', 'start': 14574.911, 'duration': 4.222}], 'summary': 'Identify campaign goals, use keyword planner to search and target specific geographies for maximum impact.', 'duration': 55.711, 'max_score': 14523.422, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH414523422.jpg'}, {'end': 14681.004, 'src': 'embed', 'start': 14652.233, 'weight': 10, 'content': [{'end': 14658.634, 'text': 'Again, what all details it will depend on, it will probably depend on their IT score and address.', 'start': 14652.233, 'duration': 6.401}, {'end': 14661.494, 'text': 'Let me move to campaigns.', 'start': 14660.334, 'duration': 1.16}, {'end': 14662.595, 'text': 'Very important.', 'start': 14662.035, 'duration': 0.56}, {'end': 14663.915, 'text': 'This is the first structure.', 'start': 14662.955, 'duration': 0.96}, {'end': 14668.036, 'text': 'Campaign is like I generally take this approach.', 'start': 14664.695, 'duration': 3.341}, {'end': 14677.442, 'text': 'I create campaigns according to network, geography, device segmentation, product type, And probably many other details.', 'start': 14668.676, 'duration': 8.766}, {'end': 14678.623, 'text': "So I'll give an example.", 'start': 14677.622, 'duration': 1.001}, {'end': 14681.004, 'text': 'Josh Furniture.', 'start': 14678.643, 'duration': 2.361}], 'summary': 'Campaigns are structured based on network, geography, device, and product type, illustrated by the example of josh furniture.', 'duration': 28.771, 'max_score': 14652.233, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH414652233.jpg'}], 'start': 13492.838, 'title': 'Maximizing ad revenue', 'summary': 'Discusses maximizing adsense income, providing tips for website owners, covering ad revenue metrics, and managing google ads, including insights on maintaining standard practices and steps for setting up a search campaign.', 'chapters': [{'end': 13794.1, 'start': 13492.838, 'title': 'Maximizing adsense income', 'summary': 'Discusses maximizing adsense income by producing high-quality content, adhering to google webmaster and adsense guidelines, keeping an seo checklist, and monitoring cost per click while doing keyword research.', 'duration': 301.262, 'highlights': ['Produce good quality content to attract and engage users and provide a good user experience, following a specific theme such as fashion blogging. Creating good quality content around a specific theme, such as fashion blogging, can lead to better user engagement and experience, potentially increasing AdSense income over time.', "Follow Google Webmaster and AdSense guidelines to avoid using automatically generated content, participating in link schemes, or creating pages with little or no original content. Adhering to Google Webmaster and AdSense guidelines by avoiding tactics like automatically generated content and link schemes can help maintain a website's integrity and potentially improve AdSense income.", 'Keep an SEO checklist ready, including tasks like setting up Google Search Console, installing Google Analytics, setting up Bing Webmaster Tools, submitting XML sitemap to search engines, and using rich snippets. Maintaining an SEO checklist, including tasks like setting up various webmaster tools and optimizing content for search engines, can contribute to better search visibility and potentially higher AdSense income.', "Monitor the cost per click while doing keyword research and consider using SEMrush to identify high CPC keywords relevant to the website's theme. Monitoring the cost per click and utilizing tools like SEMrush to identify high CPC keywords relevant to the website's theme can potentially optimize AdSense income by targeting more lucrative advertising opportunities."]}, {'end': 14095.26, 'start': 13794.14, 'title': 'Adsense tips for website owners', 'summary': "Provides tips for website owners using adsense, including the recommendation to use all ad types, specific ad unit sizes for different page lengths, and crucial don'ts to avoid being banned, such as never clicking on your own google adsense.", 'duration': 301.12, 'highlights': ['Website owners are advised to use all ad types, including AdSense for search, link-based ads, and videos, to optimize monetization and user navigation.', 'Specific ad unit sizes are recommended for different page lengths, such as a 720x90 leaderboard image ad unit for the home page and different ad unit sizes for sidebar and blog pages.', "Crucial don'ts for website owners using AdSense include never clicking on your own Google AdSense, as it can lead to being banned, and avoiding tactics such as compensating users for viewing ads or using deceptive software."]}, {'end': 14423.613, 'start': 14095.84, 'title': 'Ad revenue metrics and best practices', 'summary': 'Covers key ad revenue metrics including ad request, coverage, ctr, rpm, and provides insights on maintaining standard practices for ad impression measurement by industry bodies like iab and mrc.', 'duration': 327.773, 'highlights': ['Ad request coverage - a key metric for identifying sites where AdSense is unable to provide targeted ads. Coverage is the percentage of ad requests that returned at least one ad, helping to identify sites where AdSense is not able to provide targeted ads.', 'Ad request RPM - calculated by dividing estimated earning by the number of ad requests, a crucial metric for measuring ad revenue performance. Ad request RPM is the revenue per 1000 impressions, calculated by dividing estimated earning by the number of ad requests, providing insights into ad revenue performance.', 'Impressions - a crucial metric counted for each ad request where at least one ad has begun to download, with industry bodies like IAB and MRC setting standards for ad impression measurement. Impressions are counted for each ad request where at least one ad has begun to download, with industry bodies setting standards for ad impression measurement.']}, {'end': 14705.44, 'start': 14423.613, 'title': 'Managing google ads: measurable goals and keywords', 'summary': 'Discusses the steps for setting up a search campaign, including identifying measurable goals, utilizing keyword planner to understand search volumes, and structuring campaigns based on network, geography, and product type.', 'duration': 281.827, 'highlights': ['Utilize Keyword Planner to understand search volumes and estimated cost per click for targeted keywords. Keyword Planner tool provides insights into search volumes and estimated cost per click for targeted keywords, aiding in budget estimation.', 'Structure campaigns based on network, geography, device segmentation, and product type, using an example of a furniture company targeting different locations and product categories. Structuring campaigns based on network, geography, and product type is exemplified through a furniture company targeting different locations and product categories to maximize campaign effectiveness.', 'Identify measurable goals such as total number of business leads, revenues, traffic, or app downloads for paid search or e-commerce campaigns. Measurable goals for paid search or e-commerce campaigns can include total number of business leads, revenues, traffic, or app downloads, providing clear objectives for campaign performance.']}], 'duration': 1212.602, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH413492838.jpg', 'highlights': ['Creating good quality content around a specific theme, such as fashion blogging, can lead to better user engagement and experience, potentially increasing AdSense income over time.', "Adhering to Google Webmaster and AdSense guidelines by avoiding tactics like automatically generated content and link schemes can help maintain a website's integrity and potentially improve AdSense income.", 'Maintaining an SEO checklist, including tasks like setting up various webmaster tools and optimizing content for search engines, can contribute to better search visibility and potentially higher AdSense income.', "Monitoring the cost per click and utilizing tools like SEMrush to identify high CPC keywords relevant to the website's theme can potentially optimize AdSense income by targeting more lucrative advertising opportunities.", 'Website owners are advised to use all ad types, including AdSense for search, link-based ads, and videos, to optimize monetization and user navigation.', 'Specific ad unit sizes are recommended for different page lengths, such as a 720x90 leaderboard image ad unit for the home page and different ad unit sizes for sidebar and blog pages.', "Crucial don'ts for website owners using AdSense include never clicking on your own Google AdSense, as it can lead to being banned, and avoiding tactics such as compensating users for viewing ads or using deceptive software.", 'Ad request RPM is the revenue per 1000 impressions, calculated by dividing estimated earning by the number of ad requests, providing insights into ad revenue performance.', 'Impressions are counted for each ad request where at least one ad has begun to download, with industry bodies setting standards for ad impression measurement.', 'Keyword Planner tool provides insights into search volumes and estimated cost per click for targeted keywords, aiding in budget estimation.', 'Structuring campaigns based on network, geography, and product type is exemplified through a furniture company targeting different locations and product categories to maximize campaign effectiveness.', 'Measurable goals for paid search or e-commerce campaigns can include total number of business leads, revenues, traffic, or app downloads, providing clear objectives for campaign performance.']}, {'end': 16234.743, 'segs': [{'end': 14831.005, 'src': 'embed', 'start': 14796.299, 'weight': 4, 'content': [{'end': 14799.3, 'text': 'Select very tightly themed ad groups.', 'start': 14796.299, 'duration': 3.001}, {'end': 14802.501, 'text': 'Choose 2, 3, 4 keywords max.', 'start': 14800.36, 'duration': 2.141}, {'end': 14804.522, 'text': 'Do not go beyond that level.', 'start': 14802.582, 'duration': 1.94}, {'end': 14807.804, 'text': 'Create targeted ads for those keywords.', 'start': 14805.203, 'duration': 2.601}, {'end': 14812.206, 'text': 'At the ad group level, bidding is done to control the ads display.', 'start': 14808.905, 'duration': 3.301}, {'end': 14816.308, 'text': "So let's move to the next part, ad copy creation.", 'start': 14812.906, 'duration': 3.402}, {'end': 14822.411, 'text': 'Again, probably the most important point for text ads and similarly for display ads.', 'start': 14816.328, 'duration': 6.083}, {'end': 14831.005, 'text': 'So for time constraints, I have taken example of text ads, as you can, as you can see a text ad ad copy.', 'start': 14823.021, 'duration': 7.984}], 'summary': 'Create tightly themed ad groups with 2-4 keywords, and control ad display through bidding at the ad group level. focus on targeted ad creation.', 'duration': 34.706, 'max_score': 14796.299, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH414796299.jpg'}, {'end': 14995.372, 'src': 'embed', 'start': 14968.817, 'weight': 10, 'content': [{'end': 14978.202, 'text': 'So ad extension are additional pieces of information such as additional links from your website, telephone numbers, seller reviews,', 'start': 14968.817, 'duration': 9.385}, {'end': 14982.345, 'text': 'that becomes a part of your advertisement on Google search ads.', 'start': 14978.202, 'duration': 4.143}, {'end': 14983.785, 'text': 'What do they do?', 'start': 14983.105, 'duration': 0.68}, {'end': 14995.372, 'text': 'They actually grab more real estate, but adding an ad extension, the size of your ad increases, and you know size does matter right?', 'start': 14984.886, 'duration': 10.486}], 'summary': 'Ad extensions add extra information to google ads, increasing ad size and visibility.', 'duration': 26.555, 'max_score': 14968.817, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH414968817.jpg'}, {'end': 15142.081, 'src': 'embed', 'start': 15115.573, 'weight': 11, 'content': [{'end': 15121.535, 'text': 'For example, you can give your hours or order now, direct link can be given.', 'start': 15115.573, 'duration': 5.962}, {'end': 15128.137, 'text': 'Again, callout extension, add additional text to your ads like free delivery, 24x7, customer support, etc, etc.', 'start': 15121.555, 'duration': 6.582}, {'end': 15133.098, 'text': 'Then, there is an advanced concept called structured snippets.', 'start': 15128.157, 'duration': 4.941}, {'end': 15139.46, 'text': 'The structured snippet would also give extra information on your product or service category.', 'start': 15133.738, 'duration': 5.722}, {'end': 15142.081, 'text': 'Also, there are price extensions.', 'start': 15140.42, 'duration': 1.661}], 'summary': 'Utilize callout and structured snippets for extra information on ads, including price extensions.', 'duration': 26.508, 'max_score': 15115.573, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH415115573.jpg'}, {'end': 15242.971, 'src': 'embed', 'start': 15216.699, 'weight': 3, 'content': [{'end': 15223.623, 'text': 'Amazing, right? So by default, Google ad campaigns are set to show ads all day.', 'start': 15216.699, 'duration': 6.924}, {'end': 15228.907, 'text': 'When you do not touch your scheduling part, it is set to all day.', 'start': 15225.104, 'duration': 3.803}, {'end': 15230.628, 'text': 'Conversion tracking.', 'start': 15229.907, 'duration': 0.721}, {'end': 15233.065, 'text': 'probably one of the most important points.', 'start': 15231.284, 'duration': 1.781}, {'end': 15242.971, 'text': 'it is again a free tool provided by google ads, so you can specify the actions which are important for you, example,', 'start': 15233.065, 'duration': 9.906}], 'summary': 'Google ad campaigns default to showing ads all day, conversion tracking is a key free tool.', 'duration': 26.272, 'max_score': 15216.699, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH415216699.jpg'}, {'end': 15293.904, 'src': 'embed', 'start': 15268.585, 'weight': 2, 'content': [{'end': 15276.427, 'text': 'use Google Analytics conversion tracking methods, and for that you need link your Google Ads with Google Analytics.', 'start': 15268.585, 'duration': 7.842}, {'end': 15278.827, 'text': "let's quickly understand how we do that.", 'start': 15276.427, 'duration': 2.4}, {'end': 15282.248, 'text': 'taking Google Ads to Google Analytics the important point.', 'start': 15278.827, 'duration': 3.421}, {'end': 15290.803, 'text': "probably it's the first step you should take in order to view Google Ads data inside Google Analytics account and vice versa.", 'start': 15282.248, 'duration': 8.555}, {'end': 15293.904, 'text': 'Basically, there are two different accounts.', 'start': 15291.443, 'duration': 2.461}], 'summary': 'Link google ads with google analytics for conversion tracking.', 'duration': 25.319, 'max_score': 15268.585, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH415268585.jpg'}, {'end': 15459.096, 'src': 'embed', 'start': 15426.518, 'weight': 1, 'content': [{'end': 15434.601, 'text': 'These are average visits, pages for visit, percentage new visits, etc, etc, bounce rate, This is very important.', 'start': 15426.518, 'duration': 8.083}, {'end': 15436.081, 'text': 'I need your full attention here.', 'start': 15434.781, 'duration': 1.3}, {'end': 15438.183, 'text': 'Multi-channel funnel report.', 'start': 15436.862, 'duration': 1.321}, {'end': 15439.163, 'text': 'This is very important.', 'start': 15438.263, 'duration': 0.9}, {'end': 15447.108, 'text': 'In analytics, conversions and e-commerce transactions are credited to the last campaign.', 'start': 15440.124, 'duration': 6.984}, {'end': 15459.096, 'text': 'By default, attribution analytics is set to the last step that a user did while converting.', 'start': 15448.989, 'duration': 10.107}], 'summary': 'Tracking average visits, pages per visit, new visits, and bounce rate is crucial for understanding user behavior in analytics.', 'duration': 32.578, 'max_score': 15426.518, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH415426518.jpg'}, {'end': 15596.425, 'src': 'embed', 'start': 15565.721, 'weight': 0, 'content': [{'end': 15571.843, 'text': "Google AdWords' most important point is like continuous optimization.", 'start': 15565.721, 'duration': 6.122}, {'end': 15577.164, 'text': 'And how do we do continuous optimization? First point is for keywords.', 'start': 15572.483, 'duration': 4.681}, {'end': 15582.358, 'text': 'We need to check keywords status always.', 'start': 15578.725, 'duration': 3.633}, {'end': 15583.659, 'text': 'are the keywords are?', 'start': 15582.358, 'duration': 1.301}, {'end': 15584.859, 'text': 'are all of them eligible?', 'start': 15583.659, 'duration': 1.2}, {'end': 15587.321, 'text': 'are all of them performing properly?', 'start': 15584.859, 'duration': 2.462}, {'end': 15589.081, 'text': 'i say performing properly.', 'start': 15587.321, 'duration': 1.76}, {'end': 15593.944, 'text': 'are all of them getting good through rate ctr is high or not?', 'start': 15589.081, 'duration': 4.863}, {'end': 15596.425, 'text': 'are the bids uh like?', 'start': 15593.944, 'duration': 2.481}], 'summary': 'Continuous optimization of google adwords involves checking keyword statuses, eligibility, performance, and click-through rates for effective bidding.', 'duration': 30.704, 'max_score': 15565.721, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH415565721.jpg'}, {'end': 15834.116, 'src': 'embed', 'start': 15803.355, 'weight': 5, 'content': [{'end': 15805.276, 'text': 'Message matching is very important.', 'start': 15803.355, 'duration': 1.921}, {'end': 15806.917, 'text': 'I have told it again and again.', 'start': 15805.296, 'duration': 1.621}, {'end': 15812.6, 'text': 'Your keyword, your ad text and your landing page should all match.', 'start': 15806.937, 'duration': 5.663}, {'end': 15815.162, 'text': 'High dynamic keyword insertion.', 'start': 15813.581, 'duration': 1.581}, {'end': 15817.243, 'text': 'So Google provides us a way.', 'start': 15815.242, 'duration': 2.001}, {'end': 15829.614, 'text': 'If your ad group has 4 keywords or 5 keywords or whatever number of keywords, you can do curly brackets and you can use dynamic keyword insertion.', 'start': 15818.37, 'duration': 11.244}, {'end': 15834.116, 'text': 'So basically for all these keywords your ads will be triggered.', 'start': 15830.214, 'duration': 3.902}], 'summary': 'Keyword matching is crucial. use dynamic keyword insertion for ad relevance.', 'duration': 30.761, 'max_score': 15803.355, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH415803355.jpg'}, {'end': 15944.925, 'src': 'embed', 'start': 15916.332, 'weight': 6, 'content': [{'end': 15921.576, 'text': 'One very important point here, Google puts a lot of importance on page speed.', 'start': 15916.332, 'duration': 5.244}, {'end': 15925.859, 'text': 'Google always improves the quality of page speed.', 'start': 15922.597, 'duration': 3.262}, {'end': 15932.264, 'text': 'Google also gives a lot of importance for mobile page speed as well.', 'start': 15926.64, 'duration': 5.624}, {'end': 15933.885, 'text': 'You need to do that.', 'start': 15932.284, 'duration': 1.601}, {'end': 15936.007, 'text': 'You need to put importance on page speed.', 'start': 15934.085, 'duration': 1.922}, {'end': 15939.644, 'text': 'You need to constantly test new landing page.', 'start': 15936.783, 'duration': 2.861}, {'end': 15942.624, 'text': 'You need to take care of UI UX issues.', 'start': 15939.684, 'duration': 2.94}, {'end': 15944.925, 'text': 'Make sure there are no UI UX issues.', 'start': 15942.745, 'duration': 2.18}], 'summary': 'Google emphasizes page speed for both desktop and mobile, and recommends constant testing and ui/ux optimization.', 'duration': 28.593, 'max_score': 15916.332, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH415916332.jpg'}, {'end': 16031.371, 'src': 'embed', 'start': 16002.642, 'weight': 7, 'content': [{'end': 16005.382, 'text': 'Optimize your ad extensions.', 'start': 16002.642, 'duration': 2.74}, {'end': 16008.183, 'text': 'Ad extensions, very example, I explained you in detail.', 'start': 16005.682, 'duration': 2.501}, {'end': 16013.004, 'text': 'Use ad extensions as per your goals.', 'start': 16008.963, 'duration': 4.041}, {'end': 16015.024, 'text': 'Use whenever appropriate.', 'start': 16013.864, 'duration': 1.16}, {'end': 16023.725, 'text': "Consider scheduling ad extensions as per your office timing or as per your store timing or as per your customer's convenience.", 'start': 16015.124, 'duration': 8.601}, {'end': 16027.147, 'text': 'You can measure your ad extension performance.', 'start': 16024.685, 'duration': 2.462}, {'end': 16029.71, 'text': 'So, you need to do that periodically.', 'start': 16027.888, 'duration': 1.822}, {'end': 16031.371, 'text': 'Define your search.', 'start': 16030.49, 'duration': 0.881}], 'summary': 'Optimize ad extensions for performance, measure periodically, and consider scheduling as per office or store timings or customer convenience.', 'duration': 28.729, 'max_score': 16002.642, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH416002642.jpg'}, {'end': 16115.463, 'src': 'embed', 'start': 16085.676, 'weight': 8, 'content': [{'end': 16088.078, 'text': 'Increase or decrease your bids depending on the results.', 'start': 16085.676, 'duration': 2.402}, {'end': 16090.28, 'text': 'Increase quality score.', 'start': 16089.239, 'duration': 1.041}, {'end': 16095.804, 'text': 'Quality score is the most important factor and it depends a lot on click-through rate.', 'start': 16090.78, 'duration': 5.024}, {'end': 16101.989, 'text': 'Click-through rate of your ads can only be increased when you experiment a lot on the ad text.', 'start': 16096.545, 'duration': 5.444}, {'end': 16105.792, 'text': 'So you need to write keywords.', 'start': 16102.47, 'duration': 3.322}, {'end': 16110.318, 'text': 'you need to do a lot of experimentation to write Add text.', 'start': 16105.792, 'duration': 4.526}, {'end': 16112.78, 'text': 'optimizing landing pages.', 'start': 16110.318, 'duration': 2.462}, {'end': 16115.463, 'text': 'optimizing ad text pages.', 'start': 16112.78, 'duration': 2.683}], 'summary': 'Improve quality score by experimenting with ad text and keywords to increase click-through rate.', 'duration': 29.787, 'max_score': 16085.676, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH416085676.jpg'}], 'start': 14706.434, 'title': 'Google ads campaign optimization', 'summary': 'Covers creating search ad campaigns, best practices for google ads, optimization techniques, and strategies for successful ad campaigns, including specific keyword limits, ad structure, ad extensions, and continuous optimization for better performance and roi.', 'chapters': [{'end': 14870.033, 'start': 14706.434, 'title': 'Search and display ad campaign structure', 'summary': 'Discusses creating a search ad campaign for garden furniture in bangalore, emphasizing the importance of campaign structure, ad groups, and ad copy creation, including character limits and keyword targeting.', 'duration': 163.599, 'highlights': ['Emphasizes the importance of campaign structure by choosing one keyword theme, one location, and one network for the search ad campaign for garden furniture in Bangalore. Keywords, location, and network selection.', 'Highlights the significance of creating tightly themed ad groups with 2-4 keywords to control ad display and recommends going as granular as possible, such as focusing on specific products like garden chairs and tables. 2-4 keywords per ad group.', 'Stresses the importance of ad copy creation, including character limits for headlines and the introduction of headline three, and the display path for text ads. Character limits for headlines and introduction of headline three.']}, {'end': 15216.458, 'start': 14870.033, 'title': 'Google ads best practices', 'summary': 'Explains the best practices for creating effective google ads, emphasizing the importance of specific, relevant, and tightly themed ads with 2-5 keywords per ad group, and the use of ad extensions to enhance ad visibility and achieve business goals.', 'duration': 346.425, 'highlights': ['The importance of tightly themed ads with 2-5 keywords per ad group Emphasizes the significance of creating specific and tightly themed ads with 2-5 keywords per ad group for effective ad targeting and relevance.', 'The significance of ad extensions in increasing ad visibility and click-through rates Explains the impact of ad extensions in increasing ad real estate, visibility, and click-through rates, highlighting their role in achieving business goals.', 'Utilizing ad extensions based on business goals, such as location, callout, sitelink, structured snippets, price, app, and ad scheduling Discusses the various types of ad extensions including location, callout, sitelink, structured snippets, price, app, and ad scheduling, emphasizing their role in aligning with specific business goals and targeting.']}, {'end': 15690.346, 'start': 15216.699, 'title': 'Google ads optimization', 'summary': 'Discusses the importance of conversion tracking, linking google ads with google analytics, utilizing the multi-channel funnel report for attribution analysis, and continuous optimization for google adwords, emphasizing keyword performance, search term analysis, and cost per click management.', 'duration': 473.647, 'highlights': ['The importance of continuous optimization for Google AdWords Continuous optimization is crucial for keywords, including regular analysis of keyword status, search term reports, and maximizing cost per click in order to improve ROI and quality score.', 'Utilizing the Multi-Channel Funnel report for attribution analysis The Multi-Channel Funnel report in Google Analytics is essential for understanding user behavior and attribution analysis, allowing insights into the user funnel and the impact of different channels on conversions.', 'Linking Google Ads with Google Analytics for comprehensive data analysis Linking Google Ads with Google Analytics enables the viewing of ads data inside analytics, providing access to detailed insights including clicks, cost data, and user behavior, as well as the ability to view analytics details inside AdWords.', 'The significance of conversion tracking and its implementation Conversion tracking is highlighted as a vital aspect of Google Ads, allowing the specification of important actions and the tracking of conversions, with a recommendation to use Google Analytics conversion tracking methods for comprehensive data collection.']}, {'end': 16234.743, 'start': 15691.126, 'title': 'Optimizing ad campaigns for success', 'summary': 'Emphasizes the importance of tightly structured ad groups with a maximum of 2-4 keywords, frequent ad review, message matching, dynamic keyword insertion, and optimization of landing pages for page speed, ui/ux, language, and cultural aspects, alongside strategic use of ad extensions, location targeting, scheduling, quality score improvement, and competition analysis in order to achieve high-quality scores and greater value for money in ad campaigns.', 'duration': 543.617, 'highlights': ['The importance of tightly structured ad groups Emphasizes creating ad groups with 2-4 keywords, allowing for better keyword justice and performance evaluation.', 'Frequent ad review and message matching Suggests continuous ad review, message matching, and dynamic keyword insertion for effective ad performance.', 'Optimization of landing pages for page speed and UI/UX Underlines the importance of page speed, UI/UX testing, and language/cultural considerations for effective landing pages.', 'Strategic use of ad extensions and location targeting Advises utilizing ad extensions as per goals and location targeting for targeted campaigns and improved performance.', 'Quality score improvement and competition analysis Stresses the significance of improving quality scores, experimenting with ad text, and analyzing competitors for better ad performance and cost efficiency.']}], 'duration': 1528.309, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH414706434.jpg', 'highlights': ['Continuous optimization is crucial for keywords, including regular analysis of keyword status, search term reports, and maximizing cost per click in order to improve ROI and quality score.', 'The Multi-Channel Funnel report in Google Analytics is essential for understanding user behavior and attribution analysis, allowing insights into the user funnel and the impact of different channels on conversions.', 'Linking Google Ads with Google Analytics enables the viewing of ads data inside analytics, providing access to detailed insights including clicks, cost data, and user behavior, as well as the ability to view analytics details inside AdWords.', 'The significance of conversion tracking is highlighted as a vital aspect of Google Ads, allowing the specification of important actions and the tracking of conversions, with a recommendation to use Google Analytics conversion tracking methods for comprehensive data collection.', 'Emphasizes creating ad groups with 2-4 keywords, allowing for better keyword justice and performance evaluation.', 'Suggests continuous ad review, message matching, and dynamic keyword insertion for effective ad performance.', 'Underlines the importance of page speed, UI/UX testing, and language/cultural considerations for effective landing pages.', 'Advises utilizing ad extensions as per goals and location targeting for targeted campaigns and improved performance.', 'Stresses the significance of improving quality scores, experimenting with ad text, and analyzing competitors for better ad performance and cost efficiency.', 'The importance of tightly themed ads with 2-5 keywords per ad group for effective ad targeting and relevance.', 'Explains the impact of ad extensions in increasing ad real estate, visibility, and click-through rates, highlighting their role in achieving business goals.', 'Discusses the various types of ad extensions including location, callout, sitelink, structured snippets, price, app, and ad scheduling, emphasizing their role in aligning with specific business goals and targeting.', 'Utilizing the Multi-Channel Funnel report for attribution analysis.']}, {'end': 16947.632, 'segs': [{'end': 16367.486, 'src': 'embed', 'start': 16338.04, 'weight': 0, 'content': [{'end': 16340.381, 'text': "Don't forget to like share and subscribe this video guys.", 'start': 16338.04, 'duration': 2.341}, {'end': 16341.722, 'text': "So let's begin this session.", 'start': 16340.601, 'duration': 1.121}, {'end': 16344.223, 'text': 'So what, according to you, is social media marketing?', 'start': 16342.042, 'duration': 2.181}, {'end': 16354.45, 'text': "There are nearly 3 billion active social media users across the globe, and this constitutes up to 40% of the entire world's population,", 'start': 16344.781, 'duration': 9.669}, {'end': 16360.576, 'text': 'and around 90% of social media users across the globe access social networks through mobile.', 'start': 16354.45, 'duration': 6.126}, {'end': 16367.486, 'text': 'Also the sector is way faster in terms of reaching your customers irrespective of their location status.', 'start': 16361.582, 'duration': 5.904}], 'summary': "Nearly 3 billion active social media users, constituting 40% of the world's population, with 90% accessing through mobile.", 'duration': 29.446, 'max_score': 16338.04, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH416338040.jpg'}, {'end': 16463.497, 'src': 'embed', 'start': 16439.903, 'weight': 1, 'content': [{'end': 16447.868, 'text': 'So the five major pillars of social media marketing are is the strategy planning engagement analytics and advertising.', 'start': 16439.903, 'duration': 7.965}, {'end': 16451.412, 'text': "So let's understand how they help social media marketing.", 'start': 16448.41, 'duration': 3.002}, {'end': 16453.973, 'text': "First we'll discuss about the strategy.", 'start': 16451.912, 'duration': 2.061}, {'end': 16458.615, 'text': 'So this phase is considered as the major part that drives the growth of your company.', 'start': 16454.093, 'duration': 4.522}, {'end': 16463.497, 'text': 'It lets you analyze set relevant goals and also helps you in planning your business.', 'start': 16459.115, 'duration': 4.382}], 'summary': 'Five pillars of social media marketing: strategy, planning, engagement, analytics, and advertising drive company growth.', 'duration': 23.594, 'max_score': 16439.903, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH416439902.jpg'}, {'end': 16567.874, 'src': 'embed', 'start': 16538.079, 'weight': 4, 'content': [{'end': 16543.803, 'text': 'starting with maintaining a good social profile to interacting with customers on any of the social media platforms.', 'start': 16538.079, 'duration': 5.724}, {'end': 16546.565, 'text': "You'll be on the edge of your marketing campaign.", 'start': 16544.284, 'duration': 2.281}, {'end': 16550.859, 'text': 'So having good engagement ratio is going to help you with that.', 'start': 16547.356, 'duration': 3.503}, {'end': 16559.225, 'text': 'Now, the best part is you can track your engagement ratio by using engagement tools like buffer, slack and so on.', 'start': 16551.059, 'duration': 8.166}, {'end': 16567.874, 'text': "it aggregates all your social media mentions, also the post that didn't tag your business's social media profile, including a few messages.", 'start': 16559.225, 'duration': 8.649}], 'summary': 'Maintain good social profile, interact with customers, track engagement ratio using tools like buffer and slack.', 'duration': 29.795, 'max_score': 16538.079, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH416538079.jpg'}, {'end': 16627.032, 'src': 'embed', 'start': 16581.573, 'weight': 2, 'content': [{'end': 16587.514, 'text': 'So analyzing your leads from social media tracking them and converting them is very important.', 'start': 16581.573, 'duration': 5.941}, {'end': 16594.314, 'text': 'You can make use of a few analytics tool like Google Analytics is metrics and many more,', 'start': 16587.973, 'duration': 6.341}, {'end': 16602.537, 'text': "which helps you analyze your website's performance on the SCR piece, talking about the fifth and the most important pillar of social media marketing.", 'start': 16594.314, 'duration': 8.223}, {'end': 16604.837, 'text': 'We have the advertising factor.', 'start': 16602.897, 'duration': 1.94}, {'end': 16609.457, 'text': "Have you ever seen some ads which pop up every now and then while you're watching a video?", 'start': 16605.276, 'duration': 4.181}, {'end': 16613.838, 'text': 'These are nothing but the advertisements that are up for promotions.', 'start': 16610.094, 'duration': 3.744}, {'end': 16619.723, 'text': 'social media is so damn powerful that you can manage the status of who can view your advertisement.', 'start': 16613.838, 'duration': 5.885}, {'end': 16627.032, 'text': 'You can always make use of platforms like Google ads LinkedIn ads Instagram sponsored ads and so on.', 'start': 16620.585, 'duration': 6.447}], 'summary': 'Social media analytics and advertising are crucial for lead conversion, using tools like google analytics and various ad platforms.', 'duration': 45.459, 'max_score': 16581.573, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH416581573.jpg'}, {'end': 16677.937, 'src': 'embed', 'start': 16647.853, 'weight': 5, 'content': [{'end': 16652.417, 'text': 'So these were the five major pillars of social media marketing now moving ahead.', 'start': 16647.853, 'duration': 4.564}, {'end': 16655.059, 'text': "Let's take a look at the different tools which are used.", 'start': 16652.456, 'duration': 2.603}, {'end': 16660.262, 'text': "So in this video, I'm going to be talking about only two major social media marketing tools.", 'start': 16655.539, 'duration': 4.723}, {'end': 16662.345, 'text': "So let's understand them in detail.", 'start': 16660.402, 'duration': 1.943}, {'end': 16668.528, 'text': "So I'm going to be focusing mainly on two tools that are namely buffer and Hootsuite.", 'start': 16662.884, 'duration': 5.644}, {'end': 16670.551, 'text': "So let's understand them in detail.", 'start': 16668.99, 'duration': 1.561}, {'end': 16672.512, 'text': "Firstly, we'll talk about buffer.", 'start': 16670.951, 'duration': 1.561}, {'end': 16677.937, 'text': 'So buffer is a software application, which is mainly designed for web and mobile.', 'start': 16672.672, 'duration': 5.265}], 'summary': 'The transcript discusses two major social media marketing tools, buffer and hootsuite.', 'duration': 30.084, 'max_score': 16647.853, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH416647853.jpg'}, {'end': 16827.012, 'src': 'embed', 'start': 16799.825, 'weight': 6, 'content': [{'end': 16803.33, 'text': 'A few tips from my end to help you out with social media marketing guys.', 'start': 16799.825, 'duration': 3.505}, {'end': 16806.914, 'text': 'So the first thing you should do is identify your market goals,', 'start': 16803.51, 'duration': 3.404}, {'end': 16815.439, 'text': 'set a proper goal and try to work towards it and create unique and specific strategy for each social media platforms.', 'start': 16806.914, 'duration': 8.525}, {'end': 16819.403, 'text': "If you're working on Facebook, you need to have a different strategy.", 'start': 16815.759, 'duration': 3.644}, {'end': 16827.012, 'text': "If you're working on Instagram, you need to be very unique and different always be consistent guys and always choose the right platform.", 'start': 16819.423, 'duration': 7.589}], 'summary': 'Set clear market goals, create unique strategies for each platform, and prioritize consistency.', 'duration': 27.187, 'max_score': 16799.825, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH416799825.jpg'}, {'end': 16932.745, 'src': 'embed', 'start': 16903.654, 'weight': 7, 'content': [{'end': 16908.136, 'text': 'So here are a few points that you should consider before selecting any social media platform.', 'start': 16903.654, 'duration': 4.482}, {'end': 16910.757, 'text': 'Seek out your target audience, guys.', 'start': 16908.576, 'duration': 2.181}, {'end': 16915.278, 'text': 'focus on what your customers are looking for and try to deliver accurate results.', 'start': 16910.757, 'duration': 4.521}, {'end': 16919.8, 'text': 'also define a good set of goals and build a good business strategy.', 'start': 16915.278, 'duration': 4.522}, {'end': 16926.022, 'text': 'always concentrate on what your customers want, and delivering good content requires a lot of research,', 'start': 16919.8, 'duration': 6.222}, {'end': 16932.745, 'text': 'and also you should be good at social media management tools, and also distributing your content is a must guys.', 'start': 16926.022, 'duration': 6.723}], 'summary': 'Consider target audience, customer needs, set goals, strategy, research, and use social media management tools for effective content delivery.', 'duration': 29.091, 'max_score': 16903.654, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH416903654.jpg'}], 'start': 16235.603, 'title': 'Social media marketing benefits, tools & tips', 'summary': 'Discusses the benefits of social media marketing, highlighting reaching 3 billion active users and the five pillars of social media marketing: strategy, planning, engagement, analytics, and advertising. it also covers major tools like buffer and hootsuite, providing tips for effective social media marketing and emphasizing the importance of analyzing results and choosing the right platform.', 'chapters': [{'end': 16647.473, 'start': 16235.603, 'title': 'Social media marketing benefits & tools', 'summary': 'Discusses the benefits of social media marketing, including reaching 3 billion active users, and the five pillars of social media marketing: strategy, planning, engagement, analytics, and advertising.', 'duration': 411.87, 'highlights': ["Social media marketing reaches 3 billion active users, constituting 40% of the world's population, with 90% accessing social networks through mobile. The chapter highlights the massive reach of social media marketing, with nearly 3 billion active users and 90% accessing social networks through mobile, showcasing the extensive potential audience for businesses.", 'The five pillars of social media marketing are strategy, planning, engagement, analytics, and advertising, which collectively drive the growth and success of a company. The five pillars of social media marketing, including strategy, planning, engagement, analytics, and advertising, are emphasized as crucial drivers of company growth and success, providing a comprehensive framework for effective marketing.', 'Advertising on social media platforms like Google ads, LinkedIn ads, and Instagram sponsored ads can effectively promote products and reach target audiences. The importance of advertising on social media platforms such as Google ads, LinkedIn ads, and Instagram sponsored ads is highlighted as a powerful tool for promoting products and reaching specific target audiences, demonstrating the impact of strategic advertising.', 'Analytics tools like Google Analytics and metrics are essential for tracking and analyzing leads from social media, aiding in business growth. The significance of analytics tools like Google Analytics and metrics for tracking and analyzing leads from social media is underscored as essential for business growth, emphasizing the importance of leveraging data for strategic decision-making.', 'Engagement tools like Buffer and Slack help in tracking social media mentions and interactions, contributing to maintaining a strong social media presence and marketing campaign. The role of engagement tools like Buffer and Slack in tracking social media mentions and interactions is highlighted as crucial for maintaining a strong social media presence and effective marketing campaigns, showcasing the value of active engagement with the audience.']}, {'end': 16947.632, 'start': 16647.853, 'title': 'Social media marketing tools & tips', 'summary': 'Covers the major tools, buffer and hootsuite, used for social media management, along with tips for effective social media marketing, emphasizing the importance of analyzing results and choosing the right platform.', 'duration': 299.779, 'highlights': ['Buffer and Hootsuite are the major tools discussed for social media management, offering features like scheduling posts, analyzing results, and engaging with customers. Buffer and Hootsuite are highlighted as major tools for social media management, providing features such as scheduling posts on various platforms, analyzing results, and engaging with customers, contributing to effective social media marketing.', 'Tips for effective social media marketing are provided, focusing on setting market goals, creating unique strategies for different platforms, being consistent, and staying up-to-date with technology trends. The tips for effective social media marketing include setting market goals, creating unique strategies for different platforms, maintaining consistency, and staying updated with technology trends, all of which are essential for successful marketing.', 'The importance of analyzing results, understanding customer needs, and choosing the right social media platform is emphasized for effective marketing strategies. Emphasizing the importance of analyzing results, understanding customer needs, and choosing the right social media platform for effective marketing strategies, focusing on delivering accurate results and good content.']}], 'duration': 712.029, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH416235603.jpg', 'highlights': ["Social media marketing reaches 3 billion active users, constituting 40% of the world's population, with 90% accessing social networks through mobile.", 'The five pillars of social media marketing are strategy, planning, engagement, analytics, and advertising, which collectively drive the growth and success of a company.', 'Advertising on social media platforms like Google ads, LinkedIn ads, and Instagram sponsored ads can effectively promote products and reach target audiences.', 'Analytics tools like Google Analytics and metrics are essential for tracking and analyzing leads from social media, aiding in business growth.', 'Engagement tools like Buffer and Slack help in tracking social media mentions and interactions, contributing to maintaining a strong social media presence and marketing campaign.', 'Buffer and Hootsuite are the major tools discussed for social media management, offering features like scheduling posts, analyzing results, and engaging with customers.', 'Tips for effective social media marketing are provided, focusing on setting market goals, creating unique strategies for different platforms, being consistent, and staying up-to-date with technology trends.', 'The importance of analyzing results, understanding customer needs, and choosing the right social media platform is emphasized for effective marketing strategies.']}, {'end': 18801.016, 'segs': [{'end': 16987.091, 'src': 'embed', 'start': 16954.335, 'weight': 0, 'content': [{'end': 16957.757, 'text': 'These are the topics which will be covering in this particular module.', 'start': 16954.335, 'duration': 3.422}, {'end': 16961.179, 'text': 'Now, first of all, you need to understand what is affiliate marketing.', 'start': 16958.237, 'duration': 2.942}, {'end': 16966.917, 'text': "Secondly, you're going to be learning about some key terminologies of affiliate marketing.", 'start': 16961.792, 'duration': 5.125}, {'end': 16970.22, 'text': 'Third, how affiliate marketing works.', 'start': 16967.437, 'duration': 2.783}, {'end': 16973.943, 'text': 'And number four, setting up affiliate marketing as a merchant.', 'start': 16970.94, 'duration': 3.003}, {'end': 16977.126, 'text': "We're going to talk more in detail about merchant and affiliate.", 'start': 16974.463, 'duration': 2.663}, {'end': 16980.585, 'text': 'and then setting up affiliate marketing as an affiliate person.', 'start': 16977.782, 'duration': 2.803}, {'end': 16987.091, 'text': 'Now going ahead, our objectives will be to first of all understand affiliate marketing and how does it work.', 'start': 16981.085, 'duration': 6.006}], 'summary': 'Covers topics like affiliate marketing, key terminologies, and setting up as a merchant or affiliate.', 'duration': 32.756, 'max_score': 16954.335, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH416954335.jpg'}, {'end': 17171.776, 'src': 'embed', 'start': 17143.69, 'weight': 1, 'content': [{'end': 17149.611, 'text': 'And even if the purchase is not made, Kardekho.com earns a commission for a lead.', 'start': 17143.69, 'duration': 5.921}, {'end': 17154.872, 'text': 'The seller gives the Kardekho commission for a lead or for a sale.', 'start': 17150.251, 'duration': 4.621}, {'end': 17159.393, 'text': 'Now that is how Kardekho.com makes its money.', 'start': 17155.372, 'duration': 4.021}, {'end': 17164.114, 'text': 'Now that brings us to the definition of affiliate marketing.', 'start': 17159.993, 'duration': 4.121}, {'end': 17171.776, 'text': 'In simple terms, affiliate marketing is promoting a product in return for a commission on the sale.', 'start': 17164.774, 'duration': 7.002}], 'summary': 'Kardekho.com earns commission for leads or sales, illustrating affiliate marketing.', 'duration': 28.086, 'max_score': 17143.69, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH417143690.jpg'}, {'end': 17373.103, 'src': 'embed', 'start': 17301.278, 'weight': 2, 'content': [{'end': 17307.582, 'text': 'Now, affiliates with high quality, relevant SEO friendly content can actually fill in the gap.', 'start': 17301.278, 'duration': 6.304}, {'end': 17311.304, 'text': 'Exactly how it happened or in the case of the camera.', 'start': 17308.162, 'duration': 3.142}, {'end': 17316.313, 'text': 'Now, small merchants lack the resources and the market reach.', 'start': 17311.892, 'duration': 4.421}, {'end': 17323.155, 'text': 'And when you are talking about resources, it could be the internal team or it could be the lack of marketing budget.', 'start': 17316.913, 'duration': 6.242}, {'end': 17328.697, 'text': 'Now, affiliates provide the market access, the reach and the branding as well.', 'start': 17323.595, 'duration': 5.102}, {'end': 17337.139, 'text': 'Now, in this particular case, affiliates are an extension of a marketing team and they start keeping the marketing cost in check.', 'start': 17329.257, 'duration': 7.882}, {'end': 17339.32, 'text': 'now the merchants.', 'start': 17337.779, 'duration': 1.541}, {'end': 17349.089, 'text': 'because they do not have unlimited amount of money, like how large e-commerces have, they can always make sure that their marketing cost is in check.', 'start': 17339.32, 'duration': 9.769}, {'end': 17354.073, 'text': 'moving ahead, how affiliate marketing benefits the merchant number one?', 'start': 17349.089, 'duration': 4.984}, {'end': 17360.018, 'text': 'they get a extra set of traffic without spending any money because traffic is not monetized.', 'start': 17354.073, 'duration': 5.945}, {'end': 17362.971, 'text': 'Secondly, there is no risk advertising.', 'start': 17360.748, 'duration': 2.223}, {'end': 17368.518, 'text': 'That means you have to pay only when someone buys the product.', 'start': 17363.491, 'duration': 5.027}, {'end': 17373.103, 'text': 'Number three, build the brand especially for the new businesses.', 'start': 17368.958, 'duration': 4.145}], 'summary': 'Affiliate marketing benefits merchants by providing extra traffic, no-risk advertising, and brand building for new businesses.', 'duration': 71.825, 'max_score': 17301.278, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH417301278.jpg'}, {'end': 17442.693, 'src': 'embed', 'start': 17392.994, 'weight': 5, 'content': [{'end': 17400.92, 'text': 'Now, again, one of the great things about affiliate marketing is that you get a lot of backlinks without doing any effort.', 'start': 17392.994, 'duration': 7.926}, {'end': 17410.577, 'text': 'And the only thing which you will have to do is that you have to pay once the sale is done, which is pretty much okay with almost any entrepreneur.', 'start': 17401.491, 'duration': 9.086}, {'end': 17413.719, 'text': "Moving ahead, now let's talk about the affiliate.", 'start': 17411.077, 'duration': 2.642}, {'end': 17424.927, 'text': 'Affiliate or a publisher is either a site or a company or an individual that is promoting the product and gets a commission for each sale.', 'start': 17414.54, 'duration': 10.387}, {'end': 17430.307, 'text': 'they usually have a niche audience, as i told you about.', 'start': 17425.905, 'duration': 4.402}, {'end': 17434.209, 'text': 'the example of camera is the best example here.', 'start': 17430.307, 'duration': 3.902}, {'end': 17442.693, 'text': "let's say there's a assuming there's a photography.com, and then they tell you about the best cameras for 2020 or 2021.", 'start': 17434.209, 'duration': 8.484}], 'summary': 'Affiliate marketing generates backlinks effortlessly, pays commission per sale, and targets niche audiences.', 'duration': 49.699, 'max_score': 17392.994, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH417392994.jpg'}, {'end': 17565.177, 'src': 'embed', 'start': 17517.279, 'weight': 6, 'content': [{'end': 17526.286, 'text': 'and also, this gives you a source that your information on the website, whatever you are promoting, is actually making sense.', 'start': 17517.279, 'duration': 9.007}, {'end': 17530.95, 'text': 'moving ahead, how affiliate marketing benefits the affiliates?', 'start': 17526.286, 'duration': 4.664}, {'end': 17538.035, 'text': 'first of all, you can monetize your traffic because if a person comes over to your website, clicks on that camera link,', 'start': 17530.95, 'duration': 7.085}, {'end': 17539.857, 'text': 'goes ahead and buy that camera.', 'start': 17538.035, 'duration': 1.822}, {'end': 17543.998, 'text': "that particular case you're going to be monetizing yourself.", 'start': 17540.595, 'duration': 3.403}, {'end': 17547.962, 'text': 'secondly, it is more profitable than running ads.', 'start': 17543.998, 'duration': 3.964}, {'end': 17556.309, 'text': 'now, the reason why it is more profitable than running ads is, first of all, we know that there are ad blocker pop-ups.', 'start': 17547.962, 'duration': 8.347}, {'end': 17565.177, 'text': 'there are ad blocking browsers which are available now, so ads actually on third-party websites are going down, as we can already see it.', 'start': 17556.309, 'duration': 8.868}], 'summary': 'Affiliate marketing monetizes traffic and is more profitable than running ads due to ad blockers.', 'duration': 47.898, 'max_score': 17517.279, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH417517279.jpg'}, {'end': 17738.321, 'src': 'embed', 'start': 17706.187, 'weight': 9, 'content': [{'end': 17710.949, 'text': 'now customers are drivers of any affiliate marketing program.', 'start': 17706.187, 'duration': 4.762}, {'end': 17716.631, 'text': 'so basically, when a consumer buys a product or service via an affiliate,', 'start': 17710.949, 'duration': 5.682}, {'end': 17723.354, 'text': 'the affiliate also gets a cut and the merchant shares the profits and he gets the same.', 'start': 17716.631, 'duration': 6.723}, {'end': 17727.996, 'text': 'now this is how the affiliate network or a platform works.', 'start': 17723.354, 'duration': 4.642}, {'end': 17738.321, 'text': 'An affiliate network or platform is a third party platform that acts as an intermediary between the merchant and the affiliates.', 'start': 17728.752, 'duration': 9.569}], 'summary': 'Affiliates earn a cut when consumers buy, driving affiliate marketing program success.', 'duration': 32.134, 'max_score': 17706.187, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH417706187.jpg'}, {'end': 17774.589, 'src': 'embed', 'start': 17752.062, 'weight': 10, 'content': [{'end': 17760.325, 'text': "So, if there's a merchant, there's an affiliate network and there would be multiple affiliate which would be there within an affiliate network.", 'start': 17752.062, 'duration': 8.263}, {'end': 17764.506, 'text': 'Now, here are some of the examples of affiliate network or a platform.', 'start': 17760.905, 'duration': 3.601}, {'end': 17767.527, 'text': 'Now, first of all is commission.', 'start': 17765.206, 'duration': 2.321}, {'end': 17769.507, 'text': 'Then we also have comely.', 'start': 17768.127, 'duration': 1.38}, {'end': 17772.048, 'text': 'We have share a sale and we have two works.', 'start': 17769.687, 'duration': 2.361}, {'end': 17774.589, 'text': "Now, let's talk about affiliate program.", 'start': 17772.948, 'duration': 1.641}], 'summary': 'Merchant-affiliate network relationship with examples: commission, comely, share a sale, and two works.', 'duration': 22.527, 'max_score': 17752.062, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH417752062.jpg'}, {'end': 17846.997, 'src': 'embed', 'start': 17820.504, 'weight': 11, 'content': [{'end': 17825.524, 'text': 'and it does include the payouts when the payouts are going to happen.', 'start': 17820.504, 'duration': 5.02}, {'end': 17834.389, 'text': 'Now, how it works is that affiliate program generates the traffic for the website and in turn gives the commission on the sale.', 'start': 17826.084, 'duration': 8.305}, {'end': 17839.292, 'text': 'Moving along, some of the affiliate program examples are as follows.', 'start': 17835.03, 'duration': 4.262}, {'end': 17844.195, 'text': 'Now, Amazon Associates is probably one of the most popular affiliate program.', 'start': 17839.773, 'duration': 4.422}, {'end': 17846.997, 'text': 'eBay Partner Network is also there.', 'start': 17844.896, 'duration': 2.101}], 'summary': 'Affiliate programs generate website traffic and give commission on sales, e.g. amazon associates and ebay partner network.', 'duration': 26.493, 'max_score': 17820.504, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH417820504.jpg'}, {'end': 18123.695, 'src': 'embed', 'start': 18097.129, 'weight': 13, 'content': [{'end': 18102.613, 'text': 'As a merchant, it is very critical to find the affiliates that are in line with your brand.', 'start': 18097.129, 'duration': 5.484}, {'end': 18112.805, 'text': 'Now, want affiliates to have audiences that need your product, but this audience should not be the same as your current set of customers.', 'start': 18103.277, 'duration': 9.528}, {'end': 18114.247, 'text': 'Why is that?', 'start': 18113.646, 'duration': 0.601}, {'end': 18123.695, 'text': "The reason behind that is that you're going to be giving the same fee to those people who would have any way come over to your website and bought it from you.", 'start': 18114.827, 'duration': 8.868}], 'summary': 'Finding affiliates with non-overlapping audiences is critical for merchants to optimize fees and reach new customers.', 'duration': 26.566, 'max_score': 18097.129, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH418097129.jpg'}, {'end': 18191.936, 'src': 'embed', 'start': 18160.027, 'weight': 14, 'content': [{'end': 18161.388, 'text': "and that is how it's going to work out.", 'start': 18160.027, 'duration': 1.361}, {'end': 18168.731, 'text': 'It should be substantial enough to motivate an affiliate and leave you with your decent margins as well.', 'start': 18162.168, 'duration': 6.563}, {'end': 18174.493, 'text': 'Number four, the pricing model can be chosen depending upon your business goals.', 'start': 18168.751, 'duration': 5.742}, {'end': 18182.492, 'text': "Now you might pay out a lot of money in the very start if you're a very small company because they're saving you on your marketing budget.", 'start': 18175.188, 'duration': 7.304}, {'end': 18191.936, 'text': "But let's say you're a big company and you have the upper hand, then in that particular case, your pricing model could be a little cheaper.", 'start': 18183.312, 'duration': 8.624}], 'summary': 'Affiliates can achieve substantial motivation and decent margins, with pricing model tailored to business size and goals.', 'duration': 31.909, 'max_score': 18160.027, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH418160027.jpg'}, {'end': 18281.752, 'src': 'embed', 'start': 18251.978, 'weight': 19, 'content': [{'end': 18258.56, 'text': 'you can easily go to ShareASale.com and follow the steps to set up your merchant account.', 'start': 18251.978, 'duration': 6.582}, {'end': 18265.441, 'text': 'Now, in this particular step, what you can do is like set up the rules, set up the processes, set up the fees,', 'start': 18259.16, 'duration': 6.281}, {'end': 18272.423, 'text': 'set up the payout mechanism and all of those details to start your own affiliate program.', 'start': 18265.441, 'duration': 6.982}, {'end': 18274.764, 'text': 'And ShareASale is a platform just for that.', 'start': 18272.643, 'duration': 2.121}, {'end': 18281.752, 'text': 'Now moving ahead, setting up affiliate marketing as an affiliate, that is what we are going to start to learn.', 'start': 18275.489, 'duration': 6.263}], 'summary': 'Set up merchant account on shareasale for affiliate program.', 'duration': 29.774, 'max_score': 18251.978, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH418251978.jpg'}, {'end': 18335.868, 'src': 'embed', 'start': 18313.092, 'weight': 15, 'content': [{'end': 18321.516, 'text': 'It could be on your social media following, it could be about what type of a website do you have, is it secure, is it mobile optimized, yes, no.', 'start': 18313.092, 'duration': 8.424}, {'end': 18329.66, 'text': 'So, all of these things merchant makes and keeps the guidelines of in order to give you an approval to become an affiliate.', 'start': 18322.076, 'duration': 7.584}, {'end': 18335.868, 'text': "Now moving ahead, let's assume that you have gotten the approval from the affiliate, from the merchant.", 'start': 18330.287, 'duration': 5.581}], 'summary': 'Merchants use guidelines on social media, website security, and mobile optimization to approve affiliates.', 'duration': 22.776, 'max_score': 18313.092, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH418313092.jpg'}, {'end': 18400.32, 'src': 'embed', 'start': 18376.939, 'weight': 16, 'content': [{'end': 18384.501, 'text': 'you are given an access and then you can create your own special links and you need to use those special referral links on your blogs.', 'start': 18376.939, 'duration': 7.562}, {'end': 18389.537, 'text': 'Number four, you need to join forums and start promoting your products there.', 'start': 18385.236, 'duration': 4.301}, {'end': 18397.719, 'text': 'Number five, you need to generate the referral traffic to this website, but do not randomly push the affiliate links.', 'start': 18390.137, 'duration': 7.582}, {'end': 18400.32, 'text': 'It will be considered as a spam.', 'start': 18398.32, 'duration': 2}], 'summary': 'Create special referral links, join forums, and generate non-spam referral traffic.', 'duration': 23.381, 'max_score': 18376.939, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH418376939.jpg'}, {'end': 18466.816, 'src': 'embed', 'start': 18442.787, 'weight': 17, 'content': [{'end': 18451.25, 'text': "And once you're ranking on the SEO, you will be getting a lot of traffic and in turn, a lot of sale and in turns, a lot of fee coming to you.", 'start': 18442.787, 'duration': 8.463}, {'end': 18455.052, 'text': 'Moving ahead, SEO and engagements are the key.', 'start': 18451.91, 'duration': 3.142}, {'end': 18456.492, 'text': 'Consider your blog.', 'start': 18455.612, 'duration': 0.88}, {'end': 18459.393, 'text': 'Again, as I say, photography.com.', 'start': 18457.032, 'duration': 2.361}, {'end': 18462.054, 'text': 'You need to target the informational searches.', 'start': 18459.873, 'duration': 2.181}, {'end': 18466.816, 'text': 'Now, when I talk about informational searches is again, bringing back to the same example.', 'start': 18462.734, 'duration': 4.082}], 'summary': 'Ranking high on seo leads to increased traffic, sales, and revenue. target informational searches for engagement.', 'duration': 24.029, 'max_score': 18442.787, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH418442787.jpg'}, {'end': 18577.31, 'src': 'embed', 'start': 18546.857, 'weight': 18, 'content': [{'end': 18547.457, 'text': 'Now, number two.', 'start': 18546.857, 'duration': 0.6}, {'end': 18553.134, 'text': 'Keep the product portfolio small enough to stay on top of the updates and the changes.', 'start': 18547.95, 'duration': 5.184}, {'end': 18555.977, 'text': 'Now, when I say product portfolio,', 'start': 18553.715, 'duration': 2.262}, {'end': 18568.468, 'text': 'that means again the products which are fitting in your niche and you need to keep them there so that you can keep on regularly make changes on it until unless you have a really large team.', 'start': 18555.977, 'duration': 12.491}, {'end': 18572.747, 'text': 'Now, number three, never keep all of your eggs in one basket.', 'start': 18569.045, 'duration': 3.702}, {'end': 18577.31, 'text': "Now, when I say that, that means don't just join one affiliate program.", 'start': 18573.447, 'duration': 3.863}], 'summary': 'Maintain a small product portfolio, avoid reliance on a single affiliate program.', 'duration': 30.453, 'max_score': 18546.857, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH418546857.jpg'}], 'start': 16954.335, 'title': 'Affiliate marketing fundamentals', 'summary': "Covers the basics of affiliate marketing, including key terminologies, how it works, and setting up as a merchant or affiliate. it also explores cardekho's business model, benefits of affiliate marketing, affiliate websites, networks/platforms, and basics such as link views, clicks, and average order value.", 'chapters': [{'end': 17016.634, 'start': 16954.335, 'title': 'Affiliate marketing: introduction & setup', 'summary': 'Covers the basics of affiliate marketing, including key terminologies, how it works, and setting up as a merchant or affiliate, while emphasizing understanding major players and monetizing channels. an example of car deco is used for illustration.', 'duration': 62.299, 'highlights': ['The chapter covers the basics of affiliate marketing, including key terminologies, how it works, and setting up as a merchant or affiliate. It emphasizes understanding major players and monetizing channels.', 'An example of Car Deco is used for illustration to understand affiliate marketing.', 'Objectives include understanding affiliate marketing and how it works, as well as learning to set up and run affiliate marketing as a merchant and monetize websites, blogs, or social media using affiliate marketing.']}, {'end': 17392.334, 'start': 17017.395, 'title': "Cardekho's business model", 'summary': "Explores cardekho's business model, which relies on affiliate marketing to generate revenue, and highlights the benefits it offers to merchants, such as extra traffic without spending money and brand building potential.", 'duration': 374.939, 'highlights': ['Cardekho earns money through affiliate marketing, where it receives commissions for leads or sales, providing a valuable service to consumers for free, resulting in a win-win situation for all parties involved.', 'Affiliate marketing benefits merchants by providing additional traffic without monetary investment, minimizing advertising risk by paying only when a product is purchased, and offering brand-building opportunities, particularly beneficial for new businesses.', 'Large e-commerce players lack critical organic traffic and engaging content, hence they benefit from affiliate marketing, which fills the gap by providing high-quality, SEO-friendly content to attract more traffic to their websites.', 'Small merchants benefit from affiliate marketing by gaining market access, reach, and branding, compensating for their lack of resources and marketing budget, while keeping marketing costs in check.', 'The chapter provides insights into key terminologies used in affiliate marketing, such as merchants (advertisers or sellers), and explains the reasons why merchants utilize affiliate marketing, including the lack of organic traffic and the need for market access and branding.']}, {'end': 17613.744, 'start': 17392.994, 'title': 'Affiliate marketing benefits', 'summary': 'Discusses the benefits of affiliate marketing, emphasizing the ease of backlinks generation, the potential for monetizing traffic, and the advantages of affiliate marketing over running ads.', 'duration': 220.75, 'highlights': ['Affiliate marketing allows for effortless backlinks generation, requiring payment only upon sale completion, making it a favorable option for entrepreneurs.', 'Affiliates, such as niche-focused publishers, can monetize traffic and receive a commission for each sale, leveraging their specific audience to promote products.', 'Affiliate marketing is more profitable than running ads due to the decline in third-party website ads and the ability to offer direct product links, enhancing control over sales and promotions.', 'Affiliates have the ability to offer custom deals to promote sales, providing additional benefits and flexibility in their marketing efforts.']}, {'end': 17867.011, 'start': 17614.404, 'title': 'Affiliate marketing and networks summary', 'summary': 'Discusses various types of affiliate websites including review comparison, loyalty and reward, coupon, large media, and blogs. it also explains the role of customers as drivers of affiliate marketing programs and the intermediary role of affiliate networks/platforms. examples of affiliate networks/platforms and affiliate programs like commission, comely, share a sale, amazon associates, ebay partner network, and shopify are also provided.', 'duration': 252.607, 'highlights': ['The chapter discusses various types of affiliate websites including review comparison, loyalty and reward, coupon, large media, and blogs. It provides insights into different types of affiliate websites such as review comparison, loyalty and reward, coupon, large media, and blogs.', 'The role of customers as drivers of any affiliate marketing program is explained. It explains that customers play a crucial role as drivers of affiliate marketing programs by purchasing products or services via affiliates.', 'The intermediary role of affiliate networks/platforms and examples like commission, comely, share a sale are provided. It explains the intermediary role of affiliate networks/platforms and provides examples such as commission, comely, and share a sale.', 'Examples of affiliate programs like Amazon Associates, eBay Partner Network, and Shopify are provided. It provides examples of affiliate programs including Amazon Associates, eBay Partner Network, and Shopify.', 'Explanation of key terminologies in affiliate marketing such as fee, a percentage of sale or a fixed amount paid to an affiliate. It explains key terminologies in affiliate marketing, including the fee, which is a percentage of sale or a fixed amount paid to an affiliate.']}, {'end': 18204.725, 'start': 17867.011, 'title': 'Affiliate marketing basics', 'summary': 'Covers the basics of affiliate marketing including link views, clicks, average order value, and the process of setting up an affiliate network, emphasizing the importance of finding the right affiliates and deciding on a suitable fee structure.', 'duration': 337.714, 'highlights': ['Affiliate marketing basics such as link views, clicks, average order value, and the process of setting up an affiliate network are covered. The chapter provides an overview of essential concepts in affiliate marketing, including link views, clicks, average order value, and the process of setting up an affiliate network.', 'Importance of finding the right affiliates and ensuring a suitable fee structure is emphasized. Emphasizes the critical importance of finding affiliates aligned with the brand and ensuring a suitable fee structure to motivate affiliates while maintaining decent margins.', "Determining the amount of revenue to share with affiliates and choosing a pricing model based on business goals is discussed. Discusses the importance of determining the revenue share with affiliates and choosing a pricing model aligned with business goals, whether it's a startup or an established company."]}, {'end': 18801.016, 'start': 18204.725, 'title': 'Affiliate marketing basics', 'summary': 'Discusses the fundamentals of affiliate marketing, covering various commission types, setting up affiliate programs, strategies for driving traffic and engagement, and tips for selecting and promoting products, highlighting the importance of leveraging social media, seo, and engaging content.', 'duration': 596.291, 'highlights': ['Setting up affiliate marketing as an affiliate requires a website with good content and a large, loyal audience, and obtaining merchant approval based on social media following, website security, and mobile optimization. Importance of website quality and audience size for affiliate approval, including factors such as social media following, website security, and mobile optimization.', 'Strategies for promoting affiliate products include leveraging social media, using referral links on related blogs, joining forums, and generating referral traffic, while emphasizing the importance of content marketing over spammy practices. Promotion strategies involving social media, referral links, forums, and content marketing to drive traffic and avoid spammy practices.', 'Emphasizing the significance of SEO, the chapter recommends targeting informational searches, focusing on long-tail keywords, creating in-depth content, using lead magnets, and building an email list to improve engagement and traffic. SEO strategies involving informational searches, long-tail keywords, in-depth content, lead magnets, and email list building for improved engagement and traffic.', 'Selecting and promoting the right products involves focusing on a specific niche, keeping the product portfolio manageable, diversifying across multiple affiliate programs, researching merchants, and prioritizing high-selling products using automated tools. Product selection and promotion strategies emphasizing niche focus, portfolio management, diversification, merchant research, and prioritizing high-selling products.', 'The process of setting up affiliate accounts on platforms like ShareASale and Amazon Associates is detailed, highlighting the need for a quality website, minimum sales requirements, and adherence to platform guidelines for account approval. Steps and requirements for creating affiliate accounts on ShareASale and Amazon Associates, including website quality, minimum sales requirements, and adherence to platform guidelines.']}], 'duration': 1846.681, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH416954335.jpg', 'highlights': ['Covers basics of affiliate marketing, key terminologies, and setting up as a merchant or affiliate.', "Cardekho's business model is used as an example to understand affiliate marketing.", 'Affiliate marketing benefits merchants by providing additional traffic without monetary investment.', 'Affiliate marketing fills the gap for large e-commerce players lacking critical organic traffic and engaging content.', 'Affiliate marketing benefits small merchants by providing market access, reach, and branding.', 'Affiliate marketing allows for effortless backlinks generation and payment only upon sale completion.', 'Affiliates can monetize traffic and receive a commission for each sale, leveraging their specific audience.', 'Affiliate marketing is more profitable than running ads due to the decline in third-party website ads.', 'The chapter discusses various types of affiliate websites including review comparison, loyalty and reward, coupon, large media, and blogs.', 'Customers play a crucial role as drivers of affiliate marketing programs by purchasing products or services via affiliates.', 'The intermediary role of affiliate networks/platforms and examples like commission, comely, share a sale are provided.', 'The chapter provides examples of affiliate programs including Amazon Associates, eBay Partner Network, and Shopify.', 'The chapter provides an overview of essential concepts in affiliate marketing, including link views, clicks, average order value, and the process of setting up an affiliate network.', 'Emphasizes the critical importance of finding affiliates aligned with the brand and ensuring a suitable fee structure.', 'Discusses the importance of determining the revenue share with affiliates and choosing a pricing model aligned with business goals.', 'Importance of website quality and audience size for affiliate approval, including factors such as social media following, website security, and mobile optimization.', 'Promotion strategies involving social media, referral links, forums, and content marketing to drive traffic and avoid spammy practices.', 'SEO strategies involving informational searches, long-tail keywords, in-depth content, lead magnets, and email list building for improved engagement and traffic.', 'Product selection and promotion strategies emphasizing niche focus, portfolio management, diversification, merchant research, and prioritizing high-selling products.', 'Steps and requirements for creating affiliate accounts on ShareASale and Amazon Associates, including website quality, minimum sales requirements, and adherence to platform guidelines.']}, {'end': 20599.18, 'segs': [{'end': 18857.786, 'src': 'embed', 'start': 18801.676, 'weight': 0, 'content': [{'end': 18804.777, 'text': 'So the first fraud which is there is fake conversions.', 'start': 18801.676, 'duration': 3.101}, {'end': 18812.099, 'text': "That means that you're deploying bots or using click farms to generate a fake conversion.", 'start': 18805.477, 'duration': 6.622}, {'end': 18814.86, 'text': 'Number two is the content duplication.', 'start': 18812.839, 'duration': 2.021}, {'end': 18822.056, 'text': 'which means that copying content from genuine affiliate websites to create a shadow website of your own.', 'start': 18815.711, 'duration': 6.345}, {'end': 18824.378, 'text': 'Number three is cookie stuffing.', 'start': 18822.817, 'duration': 1.561}, {'end': 18831.985, 'text': 'That means generating malicious cookies that provide a fake tracking code which trigger fake sales.', 'start': 18825.239, 'duration': 6.746}, {'end': 18835.167, 'text': 'Number four is your load time fraud.', 'start': 18832.986, 'duration': 2.181}, {'end': 18841.313, 'text': 'Loading destination page in the background to fudge the clicks and time spent on the website.', 'start': 18835.828, 'duration': 5.485}, {'end': 18843.935, 'text': 'Number five is your typo frauds.', 'start': 18842.013, 'duration': 1.922}, {'end': 18848.433, 'text': 'buying a domain that is almost as same as the official website.', 'start': 18844.508, 'duration': 3.925}, {'end': 18857.786, 'text': 'Planning is a very important factor in digital marketing.', 'start': 18854.401, 'duration': 3.385}], 'summary': 'Fraudulent activities include fake conversions, content duplication, cookie stuffing, load time fraud, and typo frauds in digital marketing.', 'duration': 56.11, 'max_score': 18801.676, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH418801676.jpg'}, {'end': 19170.887, 'src': 'embed', 'start': 19148.238, 'weight': 6, 'content': [{'end': 19158.662, 'text': 'Well, there is a good marketing plan or a good digital marketing plan is a key to all your strategies that will give you a foundation for all key online marketing activities.', 'start': 19148.238, 'duration': 10.424}, {'end': 19160.943, 'text': 'So we have praise to the rescue.', 'start': 19159.322, 'duration': 1.621}, {'end': 19170.887, 'text': 'What is a brace? What am I talking about? When I say praise praise is nothing but plan reach act conversion engagement.', 'start': 19161.483, 'duration': 9.404}], 'summary': 'A good digital marketing plan is crucial for online activities, such as praise: plan, reach, act, conversion, engagement.', 'duration': 22.649, 'max_score': 19148.238, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH419148238.jpg'}, {'end': 19389.069, 'src': 'embed', 'start': 19360.606, 'weight': 7, 'content': [{'end': 19365.591, 'text': 'So let me just not beat around the bush and let me give you a proper definition to what a SWOT analysis.', 'start': 19360.606, 'duration': 4.985}, {'end': 19374.219, 'text': 'So what analysis is a strategic planning technique used to help an organization identified its strength, weakness and opportunities,', 'start': 19366.312, 'duration': 7.907}, {'end': 19377.963, 'text': 'threat and everything related to business competition or project planning?', 'start': 19374.219, 'duration': 3.744}, {'end': 19383.225, 'text': 'Once you have everything in place strive hard to put up some goals related to your domain.', 'start': 19378.701, 'duration': 4.524}, {'end': 19389.069, 'text': 'Also, the wonderful part is you can work on developing your digital marketing plan with smart goals.', 'start': 19383.665, 'duration': 5.404}], 'summary': "Swot analysis is a strategic planning technique to identify an organization's strengths, weaknesses, opportunities, and threats, and to set goals, including digital marketing plans with smart goals.", 'duration': 28.463, 'max_score': 19360.606, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH419360606.jpg'}, {'end': 19525.944, 'src': 'embed', 'start': 19501.126, 'weight': 8, 'content': [{'end': 19508.967, 'text': "You can't create an effective digital marketing plan without knowing who you want to reach a buyer persona is important in this case.", 'start': 19501.126, 'duration': 7.841}, {'end': 19512.168, 'text': 'Generally, a buyer persona is a fictional thing,', 'start': 19509.687, 'duration': 2.481}, {'end': 19518.489, 'text': "is it is people that represents the traits of people you're trying to Target to buy your products or services.", 'start': 19512.168, 'duration': 6.321}, {'end': 19522.663, 'text': "So it's like a robot in between a you and the customer.", 'start': 19519.122, 'duration': 3.541}, {'end': 19525.944, 'text': 'So how does this bio persona help in digital marketing?', 'start': 19523.403, 'duration': 2.541}], 'summary': 'Effective digital marketing requires understanding buyer personas to target potential customers.', 'duration': 24.818, 'max_score': 19501.126, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH419501126.jpg'}, {'end': 19809.946, 'src': 'embed', 'start': 19785.649, 'weight': 11, 'content': [{'end': 19793.096, 'text': 'and next analyze the market growth and expand your market share with respect to the competition try to optimize your conversion funnel.', 'start': 19785.649, 'duration': 7.447}, {'end': 19794.978, 'text': 'So when I say conversion funnel?', 'start': 19793.196, 'duration': 1.782}, {'end': 19803.086, 'text': 'conversion funnel is something where you will know the exact ratio of how many people are landing onto your website and how many people are actually buying your product.', 'start': 19794.978, 'duration': 8.108}, {'end': 19809.946, 'text': 'So the number of people landing on your page and the number of people who are actually going to be buying your product is very less,', 'start': 19803.723, 'duration': 6.223}], 'summary': 'Analyze market growth, optimize conversion funnel to increase product purchases.', 'duration': 24.297, 'max_score': 19785.649, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH419785649.jpg'}, {'end': 19887.278, 'src': 'embed', 'start': 19861.852, 'weight': 5, 'content': [{'end': 19866.533, 'text': "If you're creating an effective digital marketing plan, you need to choose the right marketing platform.", 'start': 19861.852, 'duration': 4.681}, {'end': 19872.314, 'text': 'There are several marketing channels through which you can easily promote your content and get good leads from it.', 'start': 19867.193, 'duration': 5.121}, {'end': 19880.916, 'text': 'Some major channels include search engine optimization content marketing social media marketing pay-per-click email marketing and so on.', 'start': 19872.974, 'duration': 7.942}, {'end': 19887.278, 'text': 'So choose the right one for your business now measure the business once everything is in place.', 'start': 19881.516, 'duration': 5.762}], 'summary': 'Choose the right digital marketing platform for effective promotion and lead generation.', 'duration': 25.426, 'max_score': 19861.852, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH419861852.jpg'}, {'end': 19941.125, 'src': 'embed', 'start': 19920.718, 'weight': 13, 'content': [{'end': 19930.601, 'text': 'You will be done with your marketing plan only if you will be able to analyze and measure the corresponding results and you can measure your marketing strategy results using KPIs.', 'start': 19920.718, 'duration': 9.883}, {'end': 19934.323, 'text': 'Like I mentioned, they are key performance indicators.', 'start': 19931.382, 'duration': 2.941}, {'end': 19941.125, 'text': "these help in determining your campaign success and also it helps in showing you if you've got an expected ROI or not.", 'start': 19934.323, 'duration': 6.802}], 'summary': 'Analyzing kpis measures marketing strategy success and roi.', 'duration': 20.407, 'max_score': 19920.718, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH419920718.jpg'}, {'end': 19985.754, 'src': 'embed', 'start': 19962.982, 'weight': 14, 'content': [{'end': 19971.606, 'text': 'So these are the ways you can actually improve your marketing campaign or these are the effective ways which you can design your marketing plan.', 'start': 19962.982, 'duration': 8.624}, {'end': 19974.045, 'text': 'Now moving on to the next topic.', 'start': 19972.324, 'duration': 1.721}, {'end': 19977.908, 'text': 'We have the best practices for a better digital marketing plan.', 'start': 19974.125, 'duration': 3.783}, {'end': 19985.754, 'text': 'So, in order to increase or improve your digital marketing plan, you should follow some guidelines or some practices, right?', 'start': 19978.589, 'duration': 7.165}], 'summary': 'Ways to improve marketing campaign and best practices for digital marketing plan.', 'duration': 22.772, 'max_score': 19962.982, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH419962982.jpg'}], 'start': 18801.676, 'title': 'Digital marketing strategies', 'summary': 'Covers digital fraud in affiliate marketing, importance of digital marketing planning, essentials of a digital marketing plan, and optimizing digital marketing strategies, emphasizing key points for effective planning and revenue generation.', 'chapters': [{'end': 18857.786, 'start': 18801.676, 'title': 'Digital fraud in affiliate marketing', 'summary': 'Highlights common types of digital fraud in affiliate marketing, including fake conversions, content duplication, cookie stuffing, load time fraud, and typo fraud, emphasizing the importance of planning in digital marketing.', 'duration': 56.11, 'highlights': ['Cookie stuffing: Generating malicious cookies to provide a fake tracking code, triggering fake sales.', 'Content duplication: Copying content from genuine affiliate websites to create a shadow website, leading to fraudulent activities.', 'Load time fraud: Loading destination page in the background to manipulate clicks and time spent on the website.', 'Fake conversions: Deploying bots or click farms to generate fake conversions in affiliate marketing.', 'Typo frauds: Purchasing domains similar to official websites, potentially leading to fraudulent activities.']}, {'end': 19440.647, 'start': 18858.226, 'title': 'Importance of digital marketing planning', 'summary': 'Discusses the necessity and structure of a digital marketing plan, highlighting the key points such as the importance of strategy, the components of a good digital marketing plan, and the use of swot analysis and smart goals.', 'duration': 582.421, 'highlights': ['A digital marketing plan is necessary for achieving marketing goals and reaching target customers through channels like paid, earned, and social media, leading to increased website traffic and conversion rates. The digital marketing plan helps in achieving marketing goals through channels like paid, earned, and social media, leading to increased website traffic and conversion rates.', "The structure of a good digital marketing plan comprises of 'PRAISE' - Plan, Reach, Act, Conversion, and Engagement, which guides the foundation for all key online marketing activities, involving data-driven approach, custom analysis, KPIs, and smart objectives. The 'PRAISE' structure includes Plan, Reach, Act, Conversion, and Engagement, guiding the foundation for all key online marketing activities through data-driven approach, custom analysis, KPIs, and smart objectives.", 'SWOT analysis is used to identify strengths, weaknesses, opportunities, and threats, while SMART goals (Specific, Measurable, Attainable, Relevant, Timely) help in analyzing and achieving business objectives within a specified time frame. SWOT analysis identifies strengths, weaknesses, opportunities, and threats, while SMART goals help in achieving business objectives within a specified time frame.']}, {'end': 19784.714, 'start': 19440.687, 'title': 'Digital marketing plan essentials', 'summary': 'Emphasizes the importance of researching the target audience, creating buyer personas, defining marketing strategy, and choosing the right marketing platform for an effective digital marketing plan, leading to increased traffic and revenue generation.', 'duration': 344.027, 'highlights': ['Researching the target audience and creating buyer personas are essential for effective digital marketing, leveraging mediums like web analytics data, web-based surveys, focus groups, and blog post comments to collect prospect information. Researching target audience, creating buyer personas, leveraging web analytics data, web-based surveys, focus groups, blog post comments', 'Defining a marketing strategy that focuses on audience, content, and ranking plays a vital role in effective digital marketing planning, leading to improved communication, unique value proposition, and increased website traffic. Defining marketing strategy, focusing on audience, content, ranking, improved communication, increased website traffic', 'Choosing the right marketing platform is crucial for successful digital marketing, emphasizing the need for versatility across channels like SEO, social media, and other mediums to enhance knowledge and lead to more revenue generation. Choosing right marketing platform, versatility across channels, enhancing knowledge, revenue generation']}, {'end': 20599.18, 'start': 19785.649, 'title': 'Optimizing digital marketing strategies', 'summary': 'Explains the importance of optimizing the conversion funnel to increase sales, choosing the right marketing platform, measuring goals using kpis, and implementing best practices such as prioritizing customer needs, auditing seo, conducting webinars, and allocating marketing budgets to the right channels.', 'duration': 813.531, 'highlights': ['Optimizing the conversion funnel is crucial to increase sales, as the ratio of website visitors to actual product buyers is typically very low, necessitating strategies to attract and retain new customers. The chapter emphasizes the importance of optimizing the conversion funnel to increase sales, citing the challenge of a low ratio of website visitors to actual product buyers and the need to attract new customers.', 'Choosing the right marketing platform, such as SEO, content marketing, social media marketing, pay-per-click, and email marketing, is essential for effectively promoting content and generating leads. Emphasizes the significance of choosing the right marketing platform, including options like SEO, content marketing, social media marketing, pay-per-click, and email marketing, for effective content promotion and lead generation.', 'Measuring goals using KPIs helps in determining campaign success and expected ROI, while real-time data visualization aids in identifying market trends, opportunities, and areas for improvement. Stresses the importance of measuring goals using KPIs to determine campaign success and expected ROI, along with the value of real-time data visualization in identifying market trends, opportunities, and areas for improvement.', 'Implementing best practices such as prioritizing customer needs, auditing SEO, conducting webinars, and allocating marketing budgets to the right channels are essential for a successful digital marketing plan. Underlines the necessity of implementing best practices, including prioritizing customer needs, auditing SEO, conducting webinars, and allocating marketing budgets to the right channels, for a successful digital marketing plan.']}], 'duration': 1797.504, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH418801676.jpg', 'highlights': ['Cookie stuffing: Generating malicious cookies to provide a fake tracking code, triggering fake sales.', 'Content duplication: Copying content from genuine affiliate websites to create a shadow website, leading to fraudulent activities.', 'Load time fraud: Loading destination page in the background to manipulate clicks and time spent on the website.', 'Fake conversions: Deploying bots or click farms to generate fake conversions in affiliate marketing.', 'Typo frauds: Purchasing domains similar to official websites, potentially leading to fraudulent activities.', 'A digital marketing plan is necessary for achieving marketing goals and reaching target customers through channels like paid, earned, and social media, leading to increased website traffic and conversion rates.', "The structure of a good digital marketing plan comprises of 'PRAISE' - Plan, Reach, Act, Conversion, and Engagement, which guides the foundation for all key online marketing activities, involving data-driven approach, custom analysis, KPIs, and smart objectives.", 'SWOT analysis is used to identify strengths, weaknesses, opportunities, and threats, while SMART goals help in achieving business objectives within a specified time frame.', 'Researching the target audience and creating buyer personas are essential for effective digital marketing, leveraging mediums like web analytics data, web-based surveys, focus groups, and blog post comments to collect prospect information.', 'Defining a marketing strategy that focuses on audience, content, and ranking plays a vital role in effective digital marketing planning, leading to improved communication, unique value proposition, and increased website traffic.', 'Choosing the right marketing platform is crucial for successful digital marketing, emphasizing the need for versatility across channels like SEO, social media, and other mediums to enhance knowledge and lead to more revenue generation.', 'Optimizing the conversion funnel is crucial to increase sales, as the ratio of website visitors to actual product buyers is typically very low, necessitating strategies to attract and retain new customers.', 'Choosing the right marketing platform, such as SEO, content marketing, social media marketing, pay-per-click, and email marketing, is essential for effectively promoting content and generating leads.', 'Measuring goals using KPIs helps in determining campaign success and expected ROI, while real-time data visualization aids in identifying market trends, opportunities, and areas for improvement.', 'Implementing best practices such as prioritizing customer needs, auditing SEO, conducting webinars, and allocating marketing budgets to the right channels are essential for a successful digital marketing plan.']}, {'end': 21901.031, 'segs': [{'end': 20648.63, 'src': 'embed', 'start': 20620.181, 'weight': 0, 'content': [{'end': 20622.243, 'text': 'Act is go and execute your campaigns.', 'start': 20620.181, 'duration': 2.062}, {'end': 20624.725, 'text': 'And then obviously you track your conversions.', 'start': 20623.043, 'duration': 1.682}, {'end': 20626.506, 'text': 'So then engagement.', 'start': 20625.205, 'duration': 1.301}, {'end': 20638.246, 'text': 'so there is a research which says in the online space, before any customer takes action on a website, he has to interact with that particular brand,', 'start': 20627.023, 'duration': 11.223}, {'end': 20644.848, 'text': 'either on their website or on multiple websites which are not under their control for at least 80 times.', 'start': 20638.246, 'duration': 6.602}, {'end': 20648.63, 'text': 'so engagement is the most important thing here.', 'start': 20644.848, 'duration': 3.782}], 'summary': 'Engagement is crucial in online marketing, with customers needing about 80 interactions before taking action.', 'duration': 28.449, 'max_score': 20620.181, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH420620181.jpg'}, {'end': 20922.299, 'src': 'embed', 'start': 20895.92, 'weight': 3, 'content': [{'end': 20901.826, 'text': 'Feedback is one of the important things, right? So to tackle all the challenges that you have, as far as digital marketing is concerned.', 'start': 20895.92, 'duration': 5.906}, {'end': 20906.876, 'text': 'So to make feedback work exceptionally well, you also need to track all your metrics.', 'start': 20902.395, 'duration': 4.481}, {'end': 20916.318, 'text': 'So, first define metrics well, track those properly and then use those metrics that you have tracked to define and improve your performance right?', 'start': 20907.396, 'duration': 8.922}, {'end': 20917.618, 'text': "So that's one.", 'start': 20916.678, 'duration': 0.94}, {'end': 20922.299, 'text': 'Second is, you know, so each channel, one could look at it in a deeper way.', 'start': 20918.158, 'duration': 4.141}], 'summary': 'To excel in digital marketing, define and track metrics to improve performance across channels.', 'duration': 26.379, 'max_score': 20895.92, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH420895920.jpg'}, {'end': 21371.117, 'src': 'embed', 'start': 21340.802, 'weight': 2, 'content': [{'end': 21344.126, 'text': 'Different parts must work in tandem to ensure peak performance.', 'start': 21340.802, 'duration': 3.324}, {'end': 21354.251, 'text': 'Integrated digital marketing campaigns combine several marketing channels which we have already learned about to promote a consistent message to the target audience.', 'start': 21344.807, 'duration': 9.444}, {'end': 21357.252, 'text': 'These channels could be SEO.', 'start': 21354.991, 'duration': 2.261}, {'end': 21359.473, 'text': 'these can be SEM.', 'start': 21357.252, 'duration': 2.221}, {'end': 21366.535, 'text': 'these could be email marketing, affiliate marketing or even social media marketing, or as per as whatever is required for your business.', 'start': 21359.473, 'duration': 7.062}, {'end': 21371.117, 'text': 'Moving on, the definitions of integrated digital marketing.', 'start': 21367.155, 'duration': 3.962}], 'summary': 'Integrated digital marketing combines channels like seo, sem, email, affiliate, and social media for consistent messaging.', 'duration': 30.315, 'max_score': 21340.802, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH421340802.jpg'}, {'end': 21461.81, 'src': 'embed', 'start': 21439.463, 'weight': 4, 'content': [{'end': 21448.665, 'text': 'In some of the cases where you have a product which is very complicated, which cannot be buy without a consultancy or something of that sort,', 'start': 21439.463, 'duration': 9.202}, {'end': 21451.626, 'text': "then they're looking for different sort of content as well every time.", 'start': 21448.665, 'duration': 2.961}, {'end': 21455.547, 'text': 'Now, number three is online traffic comes from diverse sources.', 'start': 21452.166, 'duration': 3.381}, {'end': 21461.81, 'text': "Now obvious reason taking Amazon into this picture here again, as you've already learned about it.", 'start': 21456.368, 'duration': 5.442}], 'summary': 'Complex products require consultancy, leading to diverse content needs. online traffic from various sources, exemplified by amazon.', 'duration': 22.347, 'max_score': 21439.463, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH421439463.jpg'}, {'end': 21857.761, 'src': 'embed', 'start': 21829.99, 'weight': 1, 'content': [{'end': 21835.152, 'text': "The campaign's message of unlocking the human potential tapped into a very broad audience.", 'start': 21829.99, 'duration': 5.162}, {'end': 21844.716, 'text': 'With the campaign, Nike garnered 87% of positive comments, which is huge in the era of Twitter.', 'start': 21835.852, 'duration': 8.864}, {'end': 21857.761, 'text': '584, 000 mentions on social media hashtag was used, more than 400, 000 times 2 trillion impressions and 5.2x of the digital content engagement.', 'start': 21844.716, 'duration': 13.045}], 'summary': "Nike's campaign achieved 87% positive comments, 584k mentions, 2 trillion impressions, and 5.2x digital content engagement.", 'duration': 27.771, 'max_score': 21829.99, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH421829990.jpg'}], 'start': 20599.887, 'title': 'Digital marketing strategies', 'summary': 'Emphasizes the importance of engagement in digital marketing strategy, stating customers need to interact with a brand at least 80 times before taking action, and discusses budget allocation, structured webpages, and relevant content. it also addresses challenges, lead generation strategies, integrated marketing, and insights from successful examples.', 'chapters': [{'end': 20821.151, 'start': 20599.887, 'title': 'Digital marketing strategy', 'summary': 'Emphasizes the importance of engagement in digital marketing strategy, stating that customers need to interact with a brand at least 80 times before taking any action, and highlights the use of remarketing to engage customers with additional products. it also discusses the allocation of budget between branding and performance, and the strategies to increase customer engagement through structured webpages and relevant content.', 'duration': 221.264, 'highlights': ['Customers need to interact with a brand at least 80 times before taking any action. Research suggests that in the online space, customers need to interact with a brand at least 80 times before taking any action on a website, emphasizing the critical importance of engagement in digital marketing.', 'Use of remarketing to engage customers with additional products. The chapter discusses the use of remarketing to engage customers by showing them additional products, emphasizing the strategy of showcasing a wider range of products than those seen on the website to entice customers.', 'Allocation of budget between branding and performance. It highlights the allocation of budget between branding and performance, indicating that a large part of the budget is typically allocated to performance or sales, emphasizing the significance of balancing budget allocation between branding and performance.', 'Strategies to increase customer engagement through structured webpages and relevant content. The chapter discusses strategies to increase customer engagement through structured webpages and relevant content, emphasizing the use of internal links and relevant topics to encourage users to visit more pages and find relevant information, illustrating this with an example of how to structure content for financial services.']}, {'end': 21017.295, 'start': 20821.171, 'title': 'Digital marketing challenges and solutions', 'summary': 'Discusses the importance of engagement in digital marketing to improve customer action, the challenges faced in digital marketing execution, and practical solutions to enhance engagement and tackle bounce rate issues.', 'duration': 196.124, 'highlights': ['Engaging the customer leads to higher chances of customer action and digital marketing plan success Interlinking answers to how, what, and why engages the customer, leading to higher chances of customer action and digital marketing plan success.', 'Digital marketing challenges include cost discrepancies in reaching the target audience, and the solution involves identifying simpler and cost-effective channels for branding. Problems in reaching the target audience within the allocated budget require identifying simpler and cost-effective channels for branding to overcome cost discrepancies.', 'Feedback and metrics tracking are crucial for tackling digital marketing challenges and improving performance. Utilizing feedback and metrics tracking is essential to tackle digital marketing challenges and improve overall performance.', 'Addressing high bounce rates and engagement issues involves content optimization and page layout considerations. To tackle high bounce rates and improve engagement, content optimization and page layout considerations are crucial, ensuring that organic content aligns with search intent and the layout drives users to explore more content.']}, {'end': 21416.211, 'start': 21017.907, 'title': 'Lead generation strategies & integrated marketing', 'summary': 'Discusses lead generation strategies, emphasizing the importance of lead form placement, structure, and paid advertising, as well as the need for integrated digital marketing campaigns to address challenges faced by marketers and the significance of multi-channel promotion.', 'duration': 398.304, 'highlights': ['Integrated digital marketing campaigns combine several marketing channels to promote a consistent message, addressing challenges faced by marketers. Integrated digital marketing campaigns combine various channels such as SEO, SEM, email marketing, affiliate marketing, and social media marketing to promote a consistent message, addressing challenges faced by marketers.', 'The importance of lead form placement and structure for effective lead generation, emphasizing the need for OTP verification and strategic form placement on web pages. Emphasizes the importance of lead form placement and structure, suggesting the need for OTP verification and strategic form placement on web pages to prompt user interest and ensure valid contact information for potential sales.', 'Paid advertising complexities and the significance of understanding keyword match types and search term reports to optimize ad performance. Highlights the complexities of paid advertising, stressing the significance of understanding keyword match types and utilizing search term reports to optimize ad performance and define negative keywords to refine targeting.', 'The need for integrated digital marketing campaigns to address challenges faced by marketers and promote a consistent message across various channels. Underlines the need for integrated digital marketing campaigns to address challenges faced by marketers and promote a consistent message across various channels, catering to the diverse touch points customers require before making a purchase decision.']}, {'end': 21901.031, 'start': 21416.829, 'title': 'Integrated digital marketing insights', 'summary': 'Discusses the use of various touchpoints in making a purchase, diverse sources of online traffic, strategies to increase conversion rates, customer engagement through idm, challenges in integrated digital marketing campaigns, and successful examples from nike and microsoft.', 'duration': 484.202, 'highlights': ["Nike garnered 87% positive comments and 2 trillion impressions through its Breaking2 campaign, leveraging relevant influencers, live streaming, social media marketing, and well-produced content. Nike's Breaking2 campaign achieved significant success, with 87% positive comments, 2 trillion impressions, and 584,000 mentions on social media, showcasing the effectiveness of leveraging relevant influencers, live streaming, social media marketing, and well-produced content.", "Microsoft partnered with Carlsberg to use AI in brewing new beer flavors, demonstrating the integration of AI into product promotion. Microsoft's partnership with Carlsberg to use AI in brewing new beer flavors exemplifies the integration of AI into product promotion, showcasing Microsoft's commitment to AI-based projects and its application in diverse industries.", 'The chapter emphasizes the use of diverse sources of online traffic, including affiliate marketing, SEO, Google ads, remarketing ads, and email marketing, to drive visitors to a website. The chapter highlights the importance of leveraging diverse sources of online traffic, such as affiliate marketing, SEO, Google ads, remarketing ads, and email marketing, to effectively drive visitors to a website, showcasing the significance of utilizing multiple channels for traffic generation.']}], 'duration': 1301.144, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH420599887.jpg', 'highlights': ['Customers need to interact with a brand at least 80 times before taking any action.', "Nike's Breaking2 campaign achieved 87% positive comments, 2 trillion impressions, and 584,000 mentions on social media.", 'Integrated digital marketing campaigns combine various channels such as SEO, SEM, email marketing, affiliate marketing, and social media marketing to promote a consistent message.', 'Utilizing feedback and metrics tracking is essential to tackle digital marketing challenges and improve overall performance.', 'The chapter emphasizes the use of diverse sources of online traffic, including affiliate marketing, SEO, Google ads, remarketing ads, and email marketing, to drive visitors to a website.']}, {'end': 22705.053, 'segs': [{'end': 21946.972, 'src': 'embed', 'start': 21922.008, 'weight': 0, 'content': [{'end': 21932.272, 'text': 'Now, how do we actually create an integrated digital marketing strategy? Now, step one is knowing your target audience, which has been a step always.', 'start': 21922.008, 'duration': 10.264}, {'end': 21936.153, 'text': 'Now for a sub step of that is that who are your target customers?', 'start': 21932.952, 'duration': 3.201}, {'end': 21937.494, 'text': 'What are their motivations?', 'start': 21936.413, 'duration': 1.081}, {'end': 21940.591, 'text': 'How do they like to get in touch with?', 'start': 21938.41, 'duration': 2.181}, {'end': 21946.972, 'text': 'Which publishers do they read? Which websites do they visit regularly? And which channels are they using?', 'start': 21941.251, 'duration': 5.721}], 'summary': "Creating an integrated digital marketing strategy involves understanding target audience's motivations, preferred communication channels, and online habits.", 'duration': 24.964, 'max_score': 21922.008, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH421922008.jpg'}, {'end': 22108.186, 'src': 'embed', 'start': 22077.737, 'weight': 1, 'content': [{'end': 22083.946, 'text': 'Now you could use Google for lead generation and you could use Facebook and YouTube for brand awareness.', 'start': 22077.737, 'duration': 6.209}, {'end': 22086.669, 'text': 'Just to give you an example.', 'start': 22084.566, 'duration': 2.103}, {'end': 22093.518, 'text': 'Moving on, step number four, tailor your content for each channel while communicating the same message.', 'start': 22087.25, 'duration': 6.268}, {'end': 22101.303, 'text': 'Understand the nuances of each of the selected channels and develop creatives that matters to the users on that particular channel.', 'start': 22094.179, 'duration': 7.124}, {'end': 22108.186, 'text': 'Make sure each channel of your marketing campaign is set up to drive traffic to your ultimate goal.', 'start': 22101.823, 'duration': 6.363}], 'summary': 'Use google for lead generation, facebook and youtube for brand awareness, and tailor content for each channel to drive traffic.', 'duration': 30.449, 'max_score': 22077.737, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH422077737.jpg'}, {'end': 22149.736, 'src': 'embed', 'start': 22124.637, 'weight': 2, 'content': [{'end': 22129.661, 'text': 'And use the same keywords and phrases throughout your integrated marketing campaigns.', 'start': 22124.637, 'duration': 5.024}, {'end': 22135.146, 'text': 'Step number five, you have to plan the flow of launching the campaign.', 'start': 22130.582, 'duration': 4.564}, {'end': 22140.334, 'text': 'Now, the factors influencing the launch flow are, first of all, the campaign objective.', 'start': 22135.953, 'duration': 4.381}, {'end': 22142.775, 'text': 'So it could be different for different companies.', 'start': 22140.914, 'duration': 1.861}, {'end': 22145.375, 'text': 'It could be different for a different product as well.', 'start': 22142.915, 'duration': 2.46}, {'end': 22149.736, 'text': 'We need to know that what will be the plan to actually launch a campaign.', 'start': 22146.015, 'duration': 3.721}], 'summary': 'Plan the flow of launching the campaign, considering factors like campaign objectives and company-specific details.', 'duration': 25.099, 'max_score': 22124.637, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH422124637.jpg'}, {'end': 22285.007, 'src': 'embed', 'start': 22248.214, 'weight': 3, 'content': [{'end': 22250.335, 'text': 'Step number seven, you need to track your campaigns.', 'start': 22248.214, 'duration': 2.121}, {'end': 22253.277, 'text': 'In an integrated marketing campaign,', 'start': 22250.816, 'duration': 2.461}, {'end': 22262.379, 'text': 'it is vital to utilize the proper analytics and attribution methods that help understand how conversions and results are achieved.', 'start': 22253.277, 'duration': 9.102}, {'end': 22267.94, 'text': 'Now you need the analytics for your website, for your social media, for your email,', 'start': 22262.839, 'duration': 5.101}, {'end': 22271.461, 'text': 'for your search ads and for your display ads and anything else whichever you are doing.', 'start': 22267.94, 'duration': 3.521}, {'end': 22276.084, 'text': 'now here are some of the key metrics which you should be tracking.', 'start': 22272.122, 'duration': 3.962}, {'end': 22285.007, 'text': 'so website site visits, maybe traffic by source or channels, number of new visitors versus the number of return visitors, bounce rate, exit rate,', 'start': 22276.084, 'duration': 8.923}], 'summary': 'Track campaigns with proper analytics for website, social media, email, search ads, and display ads. key metrics include website visits, traffic sources, new vs. return visitors, bounce rate, and exit rate.', 'duration': 36.793, 'max_score': 22248.214, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH422248214.jpg'}, {'end': 22359.812, 'src': 'embed', 'start': 22333.86, 'weight': 8, 'content': [{'end': 22338.082, 'text': "moving on with an example of linkedin's in it together campaign.", 'start': 22333.86, 'duration': 4.222}, {'end': 22342.984, 'text': 'so this was a campaign which was run during the golden globes award,', 'start': 22338.082, 'duration': 4.902}, {'end': 22348.247, 'text': 'so most people viewed linkedin platform as platform only for white collar professionals.', 'start': 22342.984, 'duration': 5.263}, {'end': 22353.729, 'text': 'with this campaign, linkedin wanted to break a stereotype and connect with a global audience,', 'start': 22348.247, 'duration': 5.482}, {'end': 22358.432, 'text': 'while highlighting the power of the community in finding a job.', 'start': 22353.729, 'duration': 4.703}, {'end': 22359.812, 'text': 'now the channel is used.', 'start': 22358.432, 'duration': 1.38}], 'summary': "Linkedin's 'in it together' campaign broke stereotypes, reaching global audience during golden globes, highlighting job community power.", 'duration': 25.952, 'max_score': 22333.86, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH422333860.jpg'}, {'end': 22456.544, 'src': 'embed', 'start': 22431.811, 'weight': 4, 'content': [{'end': 22437.836, 'text': 'Now the results were that 60% of users who discovered products on Instagram got involved in the campaign.', 'start': 22431.811, 'duration': 6.025}, {'end': 22442.86, 'text': '75% of users took action after seeing the Instagram post.', 'start': 22439.237, 'duration': 3.623}, {'end': 22447.02, 'text': 'Now, video spot was also shared on Facebook.', 'start': 22443.598, 'duration': 3.422}, {'end': 22453.543, 'text': '64% of consumers stated that after watching their video, consumers were motivated to buy the products.', 'start': 22447.04, 'duration': 6.503}, {'end': 22456.544, 'text': 'Now, another example, Spotify 2018 wrapped campaign.', 'start': 22454.243, 'duration': 2.301}], 'summary': '60% of instagram users engaged, 75% took action, and 64% motivated to buy after watching videos.', 'duration': 24.733, 'max_score': 22431.811, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH422431811.jpg'}, {'end': 22572.464, 'src': 'embed', 'start': 22534.013, 'weight': 5, 'content': [{'end': 22537.259, 'text': 'Moving on, here are the results for the Spotify campaign.', 'start': 22534.013, 'duration': 3.246}, {'end': 22550.679, 'text': 'Over 34 million fan visits, over 400, 000 artist visits, over 5 million social shares and over 3 billion streams which were driven now,', 'start': 22537.92, 'duration': 12.759}, {'end': 22560.028, 'text': 'as you can see that even for one tweet of spotify, they got 172 retweets with 724 comments and 3.1k likes, which was for the wrapped 2018 campaign.', 'start': 22550.679, 'duration': 9.349}, {'end': 22572.464, 'text': "now let's go into another example where we are talking about uber's beyond five star campaign.", 'start': 22566.113, 'duration': 6.351}], 'summary': "Spotify campaign: 34m fan visits, 400k artist visits, 5m shares, 3b streams. one tweet got 172 retweets, 724 comments, 3.1k likes. also, discussed uber's beyond five star campaign.", 'duration': 38.451, 'max_score': 22534.013, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH422534013.jpg'}, {'end': 22656.148, 'src': 'embed', 'start': 22609.109, 'weight': 6, 'content': [{'end': 22615.321, 'text': 'the campaign images were also shared via Facebook, whereas they have accounted for 75% to 90% of advertising effectiveness.', 'start': 22609.109, 'duration': 6.212}, {'end': 22625.332, 'text': 'Through this campaign, Uber not only attracted more customers, but it also attracted an extra number of drivers through the platform.', 'start': 22618.029, 'duration': 7.303}, {'end': 22633.696, 'text': 'So you can see the tweet on the left side where Uber reads, when your driver goes beyond five stars, share a compliment, share some love.', 'start': 22625.953, 'duration': 7.743}, {'end': 22637.618, 'text': 'It only takes a few seconds, but it can go further than you think.', 'start': 22634.176, 'duration': 3.442}, {'end': 22643.522, 'text': "now let's move into another example of taco bell's integrated marketing approach.", 'start': 22638.28, 'duration': 5.242}, {'end': 22651.046, 'text': 'which was taco bell is you already probably know about it is a mexican cuisine inspired fast food chain.', 'start': 22643.522, 'duration': 7.524}, {'end': 22656.148, 'text': 'after a recession in 2011, taco bell experienced a slump.', 'start': 22651.046, 'duration': 5.102}], 'summary': "Uber's facebook campaign reached 75-90% effectiveness, attracting more customers and drivers. taco bell faced a slump after the 2011 recession.", 'duration': 47.039, 'max_score': 22609.109, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH422609109.jpg'}], 'start': 21901.611, 'title': 'Creating integrated digital marketing strategy and diverse marketing campaigns', 'summary': "Discusses steps for creating integrated digital marketing strategy, including knowing the target audience, creating consistent content, investing in effective channels, tailoring content for each channel, planning the launch flow, ensuring team synchronization, and tracking campaign performance. it also highlights diverse marketing campaigns by linkedin, levi's, spotify, uber, and taco bell, showcasing their strategies, channels used, and significant results, including a 60% instagram user involvement in levi's campaign, 3 billion streams driven by spotify, and uber's 75-90% advertising effectiveness on facebook.", 'chapters': [{'end': 22333.287, 'start': 21901.611, 'title': 'Integrated digital marketing strategy', 'summary': 'Discusses the steps for creating an integrated digital marketing strategy, including knowing the target audience, creating consistent content, investing in effective channels, tailoring content for each channel, planning the launch flow, ensuring team synchronization, and tracking campaign performance with key metrics.', 'duration': 431.676, 'highlights': ["Understanding the target audience and creating consistent content are key steps in an integrated digital marketing strategy. The chapter emphasizes the importance of understanding the target audience's motivations, preferred communication channels, and content preferences. It also highlights the need for clear and consistent messaging and offers across different media channels.", 'Investing in effective channels and tailoring content for each channel is crucial for a successful integrated digital marketing strategy. The chapter stresses the importance of investing in channels that align with the campaign objectives, understanding the strengths and gaps of each channel, and tailoring content to resonate with users on specific channels.', 'Planning the launch flow and ensuring team synchronization are essential components of an integrated digital marketing strategy. The chapter discusses the factors influencing the launch flow, such as campaign objectives, user behavior on channels, and the stages of awareness, consideration, and conversion. It also emphasizes the need for synchronized communication and coordination within marketing teams and agencies.', 'Tracking campaign performance with key metrics is vital for evaluating the success of an integrated digital marketing campaign. The chapter provides a comprehensive list of key metrics for tracking campaign performance across different digital marketing channels, including website visits, social media engagement, email marketing, and search/display ads.']}, {'end': 22705.053, 'start': 22333.86, 'title': "Diverse marketing campaigns' impact", 'summary': "Highlights diverse marketing campaigns by linkedin, levi's, spotify, uber, and taco bell, showcasing their strategies, channels used, and significant results, including a 60% instagram user involvement in levi's campaign, 3 billion streams driven by spotify, and uber's 75-90% advertising effectiveness on facebook.", 'duration': 371.193, 'highlights': ["Levi's It's Your Vote Campaign Levi's campaign aimed to encourage voting, achieving a 60% user involvement on Instagram, 75% user action post-Instagram, and 64% consumer motivation to purchase after watching their video.", "Spotify 2018 Wrapped Campaign Spotify's personalized campaign resulted in over 34 million fan visits, 400,000 artist visits, 5 million social shares, and 3 billion streams, with a single tweet gaining 172 retweets, 724 comments, and 3.1k likes.", "Uber's Beyond Five Stars Campaign Uber's campaign spotlighted drivers' work, resulting in 75-90% advertising effectiveness on Facebook and attracting both customers and additional drivers through the platform.", "Taco Bell's Integrated Marketing Approach Taco Bell's Live Mas campaign targeted multicultural consumers, introducing new products and co-branding with Doritos, utilizing YouTube ads and Instagram posts to appeal to cross-cultural customers.", "LinkedIn's In It Together Campaign LinkedIn's campaign aimed to break stereotypes, featuring diverse professionals and achieving global outreach, highlighting the power of community in job-seeking."]}], 'duration': 803.442, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH421901611.jpg', 'highlights': ['Understanding target audience and consistent content are crucial for integrated digital marketing strategy.', 'Investing in effective channels and tailoring content for each channel is vital for success.', 'Planning launch flow and ensuring team synchronization are essential components of strategy.', 'Tracking campaign performance with key metrics is vital for evaluating success.', "Levi's campaign achieved 60% user involvement on Instagram and 64% consumer motivation to purchase.", "Spotify's campaign resulted in 3 billion streams and significant social media engagement.", "Uber's campaign achieved 75-90% advertising effectiveness on Facebook.", "Taco Bell's integrated marketing approach targeted multicultural consumers through YouTube and Instagram.", "LinkedIn's campaign aimed to break stereotypes and achieved global outreach."]}, {'end': 23689.045, 'segs': [{'end': 22759.507, 'src': 'embed', 'start': 22731.275, 'weight': 0, 'content': [{'end': 22737.978, 'text': 'The results were the integrated marketing efforts created a huge buzz and contributed to nearly a quarter of the taco sales.', 'start': 22731.275, 'duration': 6.703}, {'end': 22746.622, 'text': 'The short video ad featuring senior citizens grabbed a lot of attention on social media and drove a lot of traffic towards the brand.', 'start': 22738.638, 'duration': 7.984}, {'end': 22749.623, 'text': 'They reported an 8% increase in sales.', 'start': 22746.642, 'duration': 2.981}, {'end': 22759.507, 'text': 'How exactly you can enhance your career in the field of digital marketing?', 'start': 22755.925, 'duration': 3.582}], 'summary': 'Integrated marketing efforts led to 25% of taco sales and 8% increase in overall sales.', 'duration': 28.232, 'max_score': 22731.275, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH422731275.jpg'}, {'end': 22824.728, 'src': 'embed', 'start': 22799.046, 'weight': 6, 'content': [{'end': 22805.591, 'text': "So let's get started with this session with half of the world's population who can easily access the internet.", 'start': 22799.046, 'duration': 6.545}, {'end': 22814.818, 'text': "It's easier to promote your business online with so many people prefer using online shopping for groceries food clothing and so many other things.", 'start': 22806.031, 'duration': 8.787}, {'end': 22819.081, 'text': "It's no wonder that it has moved to the forefront of the digital marketing domain.", 'start': 22814.978, 'duration': 4.103}, {'end': 22824.728, 'text': 'So this video will guide your way to flourish as a triumphant digital marketer.', 'start': 22819.804, 'duration': 4.924}], 'summary': "Half of the world's population can access internet, making online shopping a prominent platform for businesses to flourish in digital marketing.", 'duration': 25.682, 'max_score': 22799.046, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH422799046.jpg'}, {'end': 22916.15, 'src': 'embed', 'start': 22868.931, 'weight': 1, 'content': [{'end': 22875.316, 'text': 'So, in recent days, the most sought-after career opportunity is digital marketing guys.', 'start': 22868.931, 'duration': 6.385}, {'end': 22886.05, 'text': 'statistics also show that digital marketing industry is booming worldwide, which is offering close to 8 lakh jobs in the very first quarter of 2019..', 'start': 22875.316, 'duration': 10.734}, {'end': 22893.513, 'text': 'and also the USA itself has generated close to 49, 000 qualitative digital marketing jobs in the year 2019.', 'start': 22886.05, 'duration': 7.463}, {'end': 22902.017, 'text': 'However, followed by which 91% of top employers consider certification as key hiring criteria,', 'start': 22893.513, 'duration': 8.504}, {'end': 22907.599, 'text': 'while another 48% are willing to offer a high salary to get a certified candidate.', 'start': 22902.017, 'duration': 5.582}, {'end': 22916.15, 'text': "So this is like a balance case You get yourself a certification on digital marketing and then boom you're there up in the sky.", 'start': 22908.379, 'duration': 7.771}], 'summary': 'Digital marketing offers 8 lakh jobs globally, 49,000 in usa; 91% employers value certification.', 'duration': 47.219, 'max_score': 22868.931, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH422868931.jpg'}, {'end': 22990.824, 'src': 'embed', 'start': 22963.727, 'weight': 3, 'content': [{'end': 22970.251, 'text': "people actually prefer having a certification course if they're actually going for a career in the field of digital marketing right?", 'start': 22963.727, 'duration': 6.524}, {'end': 22975.795, 'text': 'So 60% of professionals consider that certification led them to get a new job.', 'start': 22970.752, 'duration': 5.043}, {'end': 22983.359, 'text': "Hence It's ideal to have a digital marketing certification and also have a grasp over the marketing tools and techniques of the expert.", 'start': 22976.215, 'duration': 7.144}, {'end': 22990.824, 'text': 'So this helps you get in touch with the industry experts also get recognized in the field of digital marketing.', 'start': 22984.08, 'duration': 6.744}], 'summary': '60% professionals credit certification for new job, crucial for digital marketing career.', 'duration': 27.097, 'max_score': 22963.727, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH422963727.jpg'}, {'end': 23109.842, 'src': 'embed', 'start': 23085.426, 'weight': 4, 'content': [{'end': 23094.172, 'text': 'So this is a key reason why digital marketing is still alive in the market right now because audience play a vital role in shaping your business.', 'start': 23085.426, 'duration': 8.746}, {'end': 23104.099, 'text': "So having a good interaction or having a friendly interaction with your customers or audience will definitely help your company's success.", 'start': 23094.892, 'duration': 9.207}, {'end': 23109.842, 'text': 'Now digital marketing also provides a better ROI for your marketing investments.', 'start': 23104.899, 'duration': 4.943}], 'summary': 'Digital marketing alive due to audience interaction, provides better roi.', 'duration': 24.416, 'max_score': 23085.426, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH423085426.jpg'}, {'end': 23281.93, 'src': 'embed', 'start': 23253.985, 'weight': 5, 'content': [{'end': 23260.107, 'text': 'which focuses on transforming India into a digitally empowered society and knowledge economy.', 'start': 23253.985, 'duration': 6.122}, {'end': 23269.541, 'text': 'So now the job opportunities or any of basic requirement are not only available in Metro cities, but also in very small towns in India,', 'start': 23260.655, 'duration': 8.886}, {'end': 23275.185, 'text': 'and also the government has come up with this application for employment programs, which will help them in a better way,', 'start': 23269.541, 'duration': 5.644}, {'end': 23277.367, 'text': 'and everything is going to be digital these days.', 'start': 23275.185, 'duration': 2.182}, {'end': 23281.93, 'text': "So if we talk about digital marketing career in India, it's going to be a hit.", 'start': 23278.067, 'duration': 3.863}], 'summary': "India's digital transformation creates job opportunities in small towns, aided by government employment programs, with a significant impact on digital marketing careers.", 'duration': 27.945, 'max_score': 23253.985, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH423253985.jpg'}, {'end': 23347.876, 'src': 'embed', 'start': 23321.99, 'weight': 7, 'content': [{'end': 23327.654, 'text': 'This is because the trade in which the country is growing in terms of everything,', 'start': 23321.99, 'duration': 5.664}, {'end': 23331.176, 'text': 'and people are being heavily dependent on the internet in the coming years.', 'start': 23327.654, 'duration': 3.522}, {'end': 23333.93, 'text': 'and also according to a recent report.', 'start': 23331.969, 'duration': 1.961}, {'end': 23339.813, 'text': 'It is said that the digital economy is growing 10 times faster than the traditional economy,', 'start': 23334.03, 'duration': 5.783}, {'end': 23347.876, 'text': "and the forms that engage in online trading are twice as likely to be creating a jobs as forms that they aren't.", 'start': 23339.813, 'duration': 8.063}], 'summary': 'Digital economy growing 10x faster than traditional economy, online trading creates 2x more jobs.', 'duration': 25.886, 'max_score': 23321.99, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH423321990.jpg'}, {'end': 23559.003, 'src': 'embed', 'start': 23467.048, 'weight': 8, 'content': [{'end': 23472.773, 'text': "So knowledge of WordPress is a must if you're going to have a career in the field of digital marketing.", 'start': 23467.048, 'duration': 5.725}, {'end': 23476.236, 'text': 'so you can have a look at all our blogs on edureka webpage.', 'start': 23472.773, 'duration': 3.463}, {'end': 23483.924, 'text': 'So all of these blogs are written on WordPress and yeah now the next one is you should be pretty good with Google Analytics.', 'start': 23477.017, 'duration': 6.907}, {'end': 23489.789, 'text': 'So Google Analytics is one such tool which help you in giving you a proper insight about your website.', 'start': 23484.124, 'duration': 5.665}, {'end': 23499.203, 'text': "It will help you understand where you're gaining traffic or where people are landing and where exactly you're losing your customers or your viewers.", 'start': 23490.456, 'duration': 8.747}, {'end': 23504.827, 'text': "So it will help you understand where you're gaining more traffic and also where you're losing more traffic.", 'start': 23500.044, 'duration': 4.783}, {'end': 23510.872, 'text': 'So you should be pretty good with Google Analytics tool and next one would be the basic design skills.', 'start': 23505.468, 'duration': 5.404}, {'end': 23518.398, 'text': 'So you should know how to develop your own website and also you should know how exactly you can design or a basic knowledge of design.', 'start': 23510.892, 'duration': 7.506}, {'end': 23525.68, 'text': 'All right, so mastering these skills you should be able to make up a good digital marketer moving on to the next topic.', 'start': 23519.108, 'duration': 6.572}, {'end': 23527.904, 'text': 'We have the roadmap to success.', 'start': 23525.76, 'duration': 2.144}, {'end': 23531.45, 'text': "So let's see how our roadmap to success looks like.", 'start': 23528.645, 'duration': 2.805}, {'end': 23534.892, 'text': 'So the first thing would be the basic skills.', 'start': 23532.651, 'duration': 2.241}, {'end': 23541.855, 'text': 'So the basic skills that you need to become a good digital marketer are you should be good with marketing channels.', 'start': 23535.412, 'duration': 6.443}, {'end': 23542.555, 'text': 'Like I mentioned.', 'start': 23541.915, 'duration': 0.64}, {'end': 23549.598, 'text': 'Yep, totally and then Google Analytics, which is also a promising tool to get a proper insight about your website.', 'start': 23542.595, 'duration': 7.003}, {'end': 23556.001, 'text': 'So the basic skills are these moving on to the advanced skill set that are required.', 'start': 23550.259, 'duration': 5.742}, {'end': 23559.003, 'text': 'You should know how to create your own marketing campaigns.', 'start': 23556.481, 'duration': 2.522}], 'summary': 'Knowledge of wordpress, google analytics, and basic design skills are essential for a career in digital marketing.', 'duration': 91.955, 'max_score': 23467.048, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH423467048.jpg'}, {'end': 23649.334, 'src': 'embed', 'start': 23624.303, 'weight': 12, 'content': [{'end': 23632.527, 'text': "So with this information on how to become a digital marketer, you'll certainly be able to pull up the stunt of having a great future in this domain.", 'start': 23624.303, 'duration': 8.224}, {'end': 23644.532, 'text': 'Digital marketing is one of the growing areas of online business and it is expected to dominate in the coming years.', 'start': 23638.569, 'duration': 5.963}, {'end': 23649.334, 'text': 'Hence it will generate a lot of great opportunities in the field of digital marketing.', 'start': 23644.952, 'duration': 4.382}], 'summary': 'Digital marketing offers growing opportunities in online business, expected to dominate future.', 'duration': 25.031, 'max_score': 23624.303, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH423624303.jpg'}], 'start': 22705.773, 'title': 'Impact of digital marketing on sales and careers', 'summary': 'Discusses the impact of integrated marketing efforts, contributing to a quarter of taco sales with an 8% increase, the growing importance of digital marketing careers with 60% attributing certification to job acquisition, and the rapid growth of the digital economy, emphasizing essential skills and insights into the growing opportunities in digital marketing.', 'chapters': [{'end': 22963.727, 'start': 22705.773, 'title': 'Impact of integrated marketing on taco sales', 'summary': 'Discusses the impact of integrated marketing efforts, including influencer engagement, short video ads, and live streaming, which contributed to nearly a quarter of taco sales, with an 8% increase in sales reported, highlighting the booming job opportunities in the digital marketing industry.', 'duration': 257.954, 'highlights': ['The integrated marketing efforts, including influencer engagement, short video ads, and live streaming, contributed to nearly a quarter of taco sales, with an 8% increase in sales reported.', 'Statistics show that the digital marketing industry is booming worldwide, offering close to 8 lakh jobs in the very first quarter of 2019, and the USA itself has generated close to 49,000 digital marketing jobs in the year 2019.', '91% of top employers consider certification as a key hiring criterion, and 48% are willing to offer a high salary to certified candidates, emphasizing the significance of certification in digital marketing for job opportunities.']}, {'end': 23321.99, 'start': 22963.727, 'title': 'Importance of digital marketing careers', 'summary': "Discusses the growing importance of digital marketing careers, highlighting how 60% of professionals attribute certification to job acquisition, the cost-effectiveness, and high roi of digital marketing, and the government's initiatives driving growth in the field, as well as the increasing number of internet users driving online product promotion.", 'duration': 358.263, 'highlights': ['60% of professionals attribute certification to job acquisition. Certification in digital marketing is credited by 60% of professionals for helping them secure new jobs.', 'Digital marketing is cost-effective and provides a better ROI for marketing investments. Digital marketing is characterized by its cost-effectiveness and ability to provide a better return on investment, leading to increased productivity and revenues for companies.', "Government initiatives like 'Digital India' are transforming the ecosystem of public services through information technology, creating job opportunities in small towns as well. Government initiatives like 'Digital India' are transforming the ecosystem of public services through information technology and creating job opportunities not only in metro cities but also in small towns.", 'Increasing number of internet users is driving online product promotion. The increasing number of internet users is driving the promotion of products online, with estimates suggesting a doubling of internet users globally by 2022.']}, {'end': 23447.643, 'start': 23321.99, 'title': 'Mastering digital marketing skills', 'summary': 'Highlights the rapid growth of the digital economy, growing 10 times faster than the traditional economy, and the importance of mastering skills such as marketing channels and data analytics to succeed in digital marketing.', 'duration': 125.653, 'highlights': ['The digital economy is growing 10 times faster than the traditional economy, and companies engaged in online trading are twice as likely to create jobs.', 'To succeed in digital marketing, one should master skills such as marketing channels including SEO, email marketing, social media marketing, and data analytics.', 'Data analytics plays an important role in improving business productivity and increasing profits by analyzing different behavioral patterns and extracting useful insights from enormous amounts of data.']}, {'end': 23689.045, 'start': 23448.543, 'title': 'Essential skills for digital marketers', 'summary': 'Emphasizes the essential skills for digital marketers, including proficiency in wordpress, google analytics, and basic design skills, as well as the roadmap to success, offering insights into the growing opportunities in digital marketing.', 'duration': 240.502, 'highlights': ["Proficiency in WordPress is essential for digital marketers, enabling them to create appealing blogs and improve rankings, contributing to the organization's success. Proficiency in WordPress, creating appealing blogs, improving rankings", 'A solid understanding of Google Analytics is crucial for gaining insights into website traffic, customer behavior, and effective business analysis. Understanding website traffic, customer behavior, business analysis', 'Basic design skills are necessary for digital marketers to develop and design websites, enhancing their skill set and value in the industry. Developing and designing websites, enhancing skill set', 'The roadmap to success in digital marketing involves acquiring basic and advanced skills, including marketing channels, creating marketing campaigns, and formulating strategies to improve business performance. Acquiring basic and advanced skills, creating marketing campaigns, formulating strategies', 'Digital marketing offers growing opportunities and is expected to dominate in the coming years, creating numerous prospects for professionals in the field. Growing opportunities, dominance in coming years']}], 'duration': 983.272, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH422705773.jpg', 'highlights': ['Integrated marketing efforts contributed to a quarter of taco sales with an 8% increase.', 'Digital marketing industry offered close to 8 lakh jobs in the first quarter of 2019.', 'Certification in digital marketing is a key hiring criterion for 91% of top employers.', '60% of professionals attribute certification to job acquisition.', 'Digital marketing provides a better ROI for marketing investments.', "Government initiatives like 'Digital India' are creating job opportunities in small towns.", 'Increasing number of internet users is driving online product promotion.', 'The digital economy is growing 10 times faster than the traditional economy.', 'Proficiency in WordPress is essential for digital marketers.', 'A solid understanding of Google Analytics is crucial for gaining insights into website traffic.', 'Basic design skills are necessary for digital marketers to develop and design websites.', 'Acquiring basic and advanced skills in digital marketing is essential for success.', 'Digital marketing offers growing opportunities and is expected to dominate in the coming years.']}, {'end': 24952.404, 'segs': [{'end': 23745.239, 'src': 'embed', 'start': 23715.757, 'weight': 0, 'content': [{'end': 23718.059, 'text': 'Now, when I say digital marketing, what comes to your mind?', 'start': 23715.757, 'duration': 2.302}, {'end': 23720.301, 'text': 'So this digital marketing?', 'start': 23718.639, 'duration': 1.662}, {'end': 23728.948, 'text': 'it encompasses all marketing efforts that help you in promoting your product or brand using electronic devices or the internet.', 'start': 23720.301, 'duration': 8.647}, {'end': 23734.913, 'text': 'it leverages online marketing tactics like search engine email marketing, social media marketing,', 'start': 23728.948, 'duration': 5.965}, {'end': 23739.697, 'text': 'mobile marketing and so on in order to connect with current and prospective customers.', 'start': 23734.913, 'duration': 4.784}, {'end': 23745.239, 'text': 'So this was about what is digital marketing now moving on.', 'start': 23740.535, 'duration': 4.704}], 'summary': 'Digital marketing covers all efforts to promote products or brands using electronic devices or the internet, including tactics like search engine, email, and social media marketing.', 'duration': 29.482, 'max_score': 23715.757, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH423715757.jpg'}, {'end': 23909.822, 'src': 'embed', 'start': 23885.51, 'weight': 1, 'content': [{'end': 23894.214, 'text': 'So inbound marketing helps pulling the interest of the customer and it is written according to the customer needs and natural habitats,', 'start': 23885.51, 'duration': 8.704}, {'end': 23902.458, 'text': 'or some examples to this would be the blogs, social media post, search, influencer marketing, opt-in emails and so on.', 'start': 23894.214, 'duration': 8.244}, {'end': 23909.822, 'text': 'now talking about outbound marketing, outbound marketing is also referred as the interruption or the push marketing,', 'start': 23902.458, 'duration': 7.364}], 'summary': 'Inbound marketing attracts customers naturally, using blogs, social media, and other channels, while outbound marketing is interruptive.', 'duration': 24.312, 'max_score': 23885.51, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH423885510.jpg'}, {'end': 23980.86, 'src': 'embed', 'start': 23946.167, 'weight': 2, 'content': [{'end': 23949.528, 'text': 'telemarketer script magazines, TV ads and so on.', 'start': 23946.167, 'duration': 3.361}, {'end': 23955.089, 'text': 'So this was about the categories now talking about the next question according to you.', 'start': 23950.228, 'duration': 4.861}, {'end': 23958.65, 'text': 'What are the most effective ways to increase traffic on your website?', 'start': 23955.129, 'duration': 3.521}, {'end': 23965.872, 'text': 'So here are a few mediums or ways you can say that will help you increasing the traffic on your website.', 'start': 23959.13, 'duration': 6.742}, {'end': 23968.272, 'text': 'So the first one would be paid search.', 'start': 23966.491, 'duration': 1.781}, {'end': 23972.154, 'text': "So you're going to be paying to your content so that it ranks on the first page.", 'start': 23968.692, 'duration': 3.462}, {'end': 23980.86, 'text': 'You might have seen these advertisements or posts which rank on the first page of Google like the first link which has ad under it.', 'start': 23972.635, 'duration': 8.225}], 'summary': 'Telemarketer script discusses effective ways to increase website traffic, including paid search.', 'duration': 34.693, 'max_score': 23946.167, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH423946167.jpg'}, {'end': 24138.519, 'src': 'embed', 'start': 24108.987, 'weight': 3, 'content': [{'end': 24118.031, 'text': 'and SEO helps websites achieve a better ranking on the search engine result pages when prospects search for a particular keyword related to your product or service.', 'start': 24108.987, 'duration': 9.044}, {'end': 24124.428, 'text': 'Eventually this will increase the quality and the quantity of traffic on your website through organic results.', 'start': 24118.783, 'duration': 5.645}, {'end': 24129.752, 'text': 'Okay, so this was about SEO now moving on to the next question.', 'start': 24125.168, 'duration': 4.584}, {'end': 24138.519, 'text': 'What are the different types of SEO that are frequently used in the market? So we have namely three types of SEO that are used widely.', 'start': 24130.352, 'duration': 8.167}], 'summary': 'Seo improves website ranking, increasing traffic quality and quantity. three types: on-page, off-page, technical.', 'duration': 29.532, 'max_score': 24108.987, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH424108987.jpg'}, {'end': 24480.674, 'src': 'embed', 'start': 24457.313, 'weight': 5, 'content': [{'end': 24467.961, 'text': 'PPC is abbreviated as pay-per-click, which is a model of internet marketing in which advertisers pay a fee each time one of their ads are clicked.', 'start': 24457.313, 'duration': 10.648}, {'end': 24475.366, 'text': 'essentially, if I say, it is a way of buying visits to your site rather than attempting it to earn it from the visits organically.', 'start': 24467.961, 'duration': 7.405}, {'end': 24480.674, 'text': 'It is also referred to as sponsored result on the search engine result pages.', 'start': 24476.07, 'duration': 4.604}], 'summary': 'Ppc is a pay-per-click model where advertisers pay for each ad click, buying visits to their site.', 'duration': 23.361, 'max_score': 24457.313, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH424457313.jpg'}, {'end': 24553.77, 'src': 'embed', 'start': 24525.06, 'weight': 6, 'content': [{'end': 24528.341, 'text': "We'll see what a Google AdWords and what do you know about them?", 'start': 24525.06, 'duration': 3.281}, {'end': 24536.623, 'text': 'So Google AdWords is an online advertising service by Google to help marketers reach their customers instantly.', 'start': 24528.9, 'duration': 7.723}, {'end': 24541.825, 'text': 'businesses uses service to display ads on Google and it is advertising Network.', 'start': 24536.623, 'duration': 5.202}, {'end': 24547.768, 'text': 'It is the most famous pay-per-click advertising system in the entire world.', 'start': 24542.526, 'duration': 5.242}, {'end': 24553.77, 'text': 'AdWords allow businesses to set budget for ads and the payments happen when people click on the ads.', 'start': 24547.768, 'duration': 6.002}], 'summary': 'Google adwords is a leading pay-per-click advertising system, helping businesses reach customers instantly.', 'duration': 28.71, 'max_score': 24525.06, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH424525060.jpg'}, {'end': 24632.077, 'src': 'embed', 'start': 24608.177, 'weight': 7, 'content': [{'end': 24617.052, 'text': 'Okay, some of the Google AdWords are extensions would be called extensions callout extensions, promote extension, structured snippet extension,', 'start': 24608.177, 'duration': 8.875}, {'end': 24620.378, 'text': 'site link, affiliate location and app extension.', 'start': 24617.052, 'duration': 3.326}, {'end': 24623.955, 'text': 'So what are these ad extensions?', 'start': 24621.454, 'duration': 2.501}, {'end': 24632.077, 'text': 'ad extensions are extra snippets of relevant information about your business that can be added to your ad words text ads.', 'start': 24623.955, 'duration': 8.122}], 'summary': 'Google adwords extensions include callout, promote, structured snippet, site link, affiliate location, and app extensions, providing extra information for text ads.', 'duration': 23.9, 'max_score': 24608.177, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH424608177.jpg'}, {'end': 24785.343, 'src': 'embed', 'start': 24759.315, 'weight': 8, 'content': [{'end': 24768.078, 'text': "Okay, responsive web design is an approach that suggests the design and the development that it should respond to the user's behavior and environment,", 'start': 24759.315, 'duration': 8.763}, {'end': 24772.339, 'text': 'based on the screen size, platform orientation and so on.', 'start': 24768.078, 'duration': 4.261}, {'end': 24778.381, 'text': 'it makes web pages perform well on different devices like desktop, mobile, tablet and so on,', 'start': 24772.339, 'duration': 6.042}, {'end': 24785.343, 'text': 'and it ensures that the user has great viewing experience, no matter what device they are using to access your website.', 'start': 24778.381, 'duration': 6.962}], 'summary': 'Responsive web design ensures great viewing experience on various devices, improving performance and user satisfaction.', 'duration': 26.028, 'max_score': 24759.315, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH424759315.jpg'}, {'end': 24905.588, 'src': 'embed', 'start': 24860.921, 'weight': 9, 'content': [{'end': 24866.922, 'text': 'but still it is called as direct marketing because you are going to be focusing only on the communication with the prospect.', 'start': 24860.921, 'duration': 6.001}, {'end': 24874.529, 'text': 'So the basic difference between them is that branding is done to build awareness about your product or your company.', 'start': 24867.543, 'duration': 6.986}, {'end': 24880.994, 'text': 'Whereas diet marketing helps companies to reach out to their customers directly now moving on to the next question.', 'start': 24874.589, 'duration': 6.405}, {'end': 24883.876, 'text': 'What is the limitations of online marketing?', 'start': 24881.494, 'duration': 2.382}, {'end': 24886.984, 'text': 'So internet has its own limitations, right?', 'start': 24884.463, 'duration': 2.521}, {'end': 24894.345, 'text': 'And also every good thing should have some limitations so that it could catch hold of it and get back on track.', 'start': 24887.544, 'duration': 6.801}, {'end': 24898.046, 'text': 'So what are the limitations of online marketing?', 'start': 24894.745, 'duration': 3.301}, {'end': 24905.588, 'text': 'since online marketing is a platform that everybody is using and it is also so easy to use, we have intense competition in the market.', 'start': 24898.046, 'duration': 7.542}], 'summary': 'Direct marketing focuses on direct communication with prospects, while branding builds awareness. online marketing has intense competition due to its widespread use.', 'duration': 44.667, 'max_score': 24860.921, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH424860921.jpg'}], 'start': 23689.765, 'title': 'Digital marketing and website traffic', 'summary': 'Covers digital marketing tactics like seo, sem, and ppc, categorizes digital marketing into inbound and outbound, discusses effective ways to increase website traffic, and emphasizes the importance of seo and ppc advertising, providing insights into google adwords and remarketing.', 'chapters': [{'end': 23756.447, 'start': 23689.765, 'title': 'Understanding digital marketing', 'summary': 'Discusses the definition of digital marketing as the tactics for brand marketing via online channels and its various techniques like seo, sem, link building, email marketing, ppc, and affiliate marketing, along with its different types, comprising of six categories.', 'duration': 66.682, 'highlights': ['Digital marketing encompasses all marketing efforts that help in promoting products or brands using electronic devices or the internet, leveraging tactics like search engine, email marketing, social media marketing, and mobile marketing to connect with current and prospective customers.', 'Digital marketing includes various techniques such as SEO, SEM, link building, email marketing, PPC, and affiliate marketing.', 'There are six different types of digital marketing.']}, {'end': 23946.167, 'start': 23757.256, 'title': 'Types of digital marketing & categorization', 'summary': 'Discusses the various types of digital marketing, including seo, search engine marketing, content marketing, email marketing, social media marketing, and e-commerce marketing, and categorizes digital marketing into inbound and outbound marketing.', 'duration': 188.911, 'highlights': ['Inbound marketing allows organizations to attract actively looking prospects and is written according to customer needs and natural habitats, such as blogs, social media posts, search, influencer marketing, and opt-in emails.', "Outbound marketing uses tactics to push messages to many people in an effort to make a sale, regardless of the users' interest, such as display ads and interruptive video ads.", 'SEO helps in link building and organic traffic generation for articles and blogs, aiding in marketing efforts.', 'Email marketing is one of the oldest and most used forms of communication in the business aspect and is considered a type of digital marketing.', "Social media marketing plays an important role in enhancing a company's marketing efforts by utilizing platforms like Facebook, Instagram, Twitter, LinkedIn, and YouTube.", 'E-commerce marketing involves putting up products on e-commerce websites to generate traffic and promote products.']}, {'end': 24247.801, 'start': 23946.167, 'title': 'Effective ways to increase website traffic', 'summary': 'Discusses effective ways to increase website traffic, including paid search, display advertising, email marketing, content marketing, guest blogging, referral traffic, and targeting longtail keywords. it also explains the concept of seo and its importance, as well as the different types of seo techniques - white hat, black hat, and gray hat.', 'duration': 301.634, 'highlights': ['The most effective ways to increase website traffic include paid search, display advertising, email marketing, content marketing, guest blogging, referral traffic, and targeting longtail keywords. These methods contribute to increasing website traffic and can be measured through the number of visits, conversions, and engagement.', 'SEO is the process of optimizing content, technical setup, and reach of a website to appear at the top of search engine result pages for specific keywords, ultimately increasing the quality and quantity of organic traffic. SEO plays a crucial role in improving website visibility, with search engines like Google, Yahoo, and Bing being the primary sources of organic traffic.', 'The three types of SEO techniques are white hat, black hat, and gray hat, each utilizing different methods and techniques to improve search engine rankings while adhering to or exploiting search engine guidelines. White hat SEO focuses on high-quality content and abides by search engine guidelines, while black hat SEO exploits weaknesses in algorithms, and gray hat SEO combines elements of both.']}, {'end': 24438.839, 'start': 24248.51, 'title': 'Seo transformation and keyword importance', 'summary': 'Covers the transformation from black hat to white hat seo, the importance of keywords in digital marketing for seo, and the key areas for keyword optimization. it also discusses on-page and off-page optimization, and useful tools for digital marketing.', 'duration': 190.329, 'highlights': ['Keywords are crucial for better rankings in search engine result pages, and website optimization for relevant keywords can lead to higher search engine rankings and easier website discovery by customers. Keywords are crucial for better rankings in search engine result pages, and website optimization for relevant keywords can lead to higher search engine rankings and easier website discovery by customers.', 'Key areas for keyword optimization include mentioning or linking keywords in website URL, title, meta tags, web page context, body text, and headlines. Key areas for keyword optimization include mentioning or linking keywords in website URL, title, meta tags, web page context, body text, and headlines.', 'On-page optimization involves factors like title of the page, meta tag description, optimized images and URLs, high-quality content, and internal links to grow website traffic. On-page optimization involves factors like title of the page, meta tag description, optimized images and URLs, high-quality content, and internal links to grow website traffic.', 'Off-page SEO focuses on online reputation and includes acquiring backlinks from authority sites, leveraging social interaction, promoting content via social media, and guest blogging. Off-page SEO focuses on online reputation and includes acquiring backlinks from authority sites, leveraging social interaction, promoting content via social media, and guest blogging.', 'Useful tools for digital marketing include keyword research, rank watch, SEO analysis platforms like SEMrush and Ahrefs, Google Analytics, heatmaps, and platforms for social media promotion. Useful tools for digital marketing include keyword research, rank watch, SEO analysis platforms like SEMrush and Ahrefs, Google Analytics, heatmaps, and platforms for social media promotion.']}, {'end': 24952.404, 'start': 24438.959, 'title': 'Understanding ppc and google adwords', 'summary': 'Explains the concept of pay-per-click (ppc) advertising, highlighting its model, benefits, and relevance, along with insights into google adwords and its remarketing feature, ad extensions, and effective ppc campaign strategies, as well as the concept of responsive web design and the differences between direct marketing and branding, concluding with the limitations of online marketing.', 'duration': 513.445, 'highlights': ['PPC is a model of internet marketing where advertisers pay a fee each time their ads are clicked, a popular and effective form of marketing with visible, flexible ads that can be present on top search results, and search engine advertising being one of the most popular forms of PPC. PPC, or pay-per-click, is a model of internet marketing where advertisers pay a fee each time their ads are clicked, and it is referred to as a popular and effective form of marketing, especially with visible and flexible ads that can be present on top search results.', 'Google AdWords is the most famous pay-per-click advertising system globally, enabling businesses to set budgets for ads and focusing on selected keywords, along with the remarketing feature aimed at targeting previous site visitors to increase conversion rates. Google AdWords is highlighted as the most famous pay-per-click advertising system globally, allowing businesses to set budgets for ads and focusing on selected keywords, along with the remarketing feature aimed at targeting previous site visitors to increase conversion rates.', 'Ad extensions in Google AdWords, such as callout, promote, structured snippet, site link, affiliate location, and app extensions, provide additional relevant information about businesses in text ads, with instructions for an ideal approach to effective PPC campaigns, refining landing pages, and adding negative keywords for improved marketing relevancy. Ad extensions in Google AdWords, including callout, promote, structured snippet, site link, affiliate location, and app extensions, are highlighted as providing additional relevant information about businesses in text ads, along with instructions for an ideal approach to effective PPC campaigns, refining landing pages, and adding negative keywords for improved marketing relevancy.', 'Responsive web design is emphasized as an approach that ensures web pages perform well on different devices, offering a great viewing experience, with flexibility in layouts, images, grids, and use of CSS media queries, ensuring a simple web design and a positive user experience. Responsive web design is emphasized as an approach that ensures web pages perform well on different devices, offering a great viewing experience, with flexibility in layouts, images, grids, and use of CSS media queries, ensuring a simple web design and a positive user experience.', 'The differences between direct marketing and branding are explained, highlighting how branding builds awareness about products or companies, while direct marketing focuses on establishing communication with the target audience, with a primary emphasis on communication. The differences between direct marketing and branding are explained, highlighting how branding builds awareness about products or companies, while direct marketing focuses on establishing communication with the target audience, with a primary emphasis on communication.', 'The limitations of online marketing are outlined, including intense competition, overwhelming information and data, the necessity for patience and experience, and the crucial role of understanding and utilizing analytics effectively. The limitations of online marketing are outlined, including intense competition, overwhelming information and data, the necessity for patience and experience, and the crucial role of understanding and utilizing analytics effectively.']}], 'duration': 1262.639, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH423689765.jpg', 'highlights': ['Digital marketing encompasses all marketing efforts using electronic devices or the internet, leveraging tactics like search engine, email marketing, social media marketing, and mobile marketing.', 'Inbound marketing allows organizations to attract actively looking prospects and is written according to customer needs and natural habitats, such as blogs, social media posts, search, influencer marketing, and opt-in emails.', 'The most effective ways to increase website traffic include paid search, display advertising, email marketing, content marketing, guest blogging, referral traffic, and targeting longtail keywords.', 'SEO is the process of optimizing content, technical setup, and reach of a website to appear at the top of search engine result pages for specific keywords, ultimately increasing the quality and quantity of organic traffic.', 'Keywords are crucial for better rankings in search engine result pages, and website optimization for relevant keywords can lead to higher search engine rankings and easier website discovery by customers.', 'PPC is a model of internet marketing where advertisers pay a fee each time their ads are clicked, a popular and effective form of marketing with visible, flexible ads that can be present on top search results, and search engine advertising being one of the most popular forms of PPC.', 'Google AdWords is the most famous pay-per-click advertising system globally, enabling businesses to set budgets for ads and focusing on selected keywords, along with the remarketing feature aimed at targeting previous site visitors to increase conversion rates.', 'Ad extensions in Google AdWords, such as callout, promote, structured snippet, site link, affiliate location, and app extensions, provide additional relevant information about businesses in text ads, with instructions for an ideal approach to effective PPC campaigns, refining landing pages, and adding negative keywords for improved marketing relevancy.', 'Responsive web design is emphasized as an approach that ensures web pages perform well on different devices, offering a great viewing experience, with flexibility in layouts, images, grids, and use of CSS media queries, ensuring a simple web design and a positive user experience.', 'The differences between direct marketing and branding are explained, highlighting how branding builds awareness about products or companies, while direct marketing focuses on establishing communication with the target audience, with a primary emphasis on communication.', 'The limitations of online marketing are outlined, including intense competition, overwhelming information and data, the necessity for patience and experience, and the crucial role of understanding and utilizing analytics effectively.']}, {'end': 26319.598, 'segs': [{'end': 25002.798, 'src': 'embed', 'start': 24952.905, 'weight': 0, 'content': [{'end': 24959.907, 'text': 'It is becoming misleading sometimes and you can get stuck in chasing vain metrics and burning cash at the wrong places.', 'start': 24952.905, 'duration': 7.002}, {'end': 24964.874, 'text': 'So these are some notable limitations of online marketing.', 'start': 24960.672, 'duration': 4.202}, {'end': 24970.176, 'text': 'Now the next question is list some of the most popular PPC tools.', 'start': 24965.354, 'duration': 4.822}, {'end': 24978.861, 'text': 'We have SEM rush optimizely unbounce keyword planner AdWords editor and AdWords wrapper.', 'start': 24971.157, 'duration': 7.704}, {'end': 24983.063, 'text': 'So these are some notable tools for PPC marketing.', 'start': 24979.281, 'duration': 3.782}, {'end': 24988.285, 'text': 'Now, the next question is how can you use social media for marketing?', 'start': 24983.803, 'duration': 4.482}, {'end': 24989.045, 'text': 'any idea, guys?', 'start': 24988.285, 'duration': 0.76}, {'end': 24990.306, 'text': 'How can you use social media?', 'start': 24989.065, 'duration': 1.241}, {'end': 24999.057, 'text': 'Social media marketing involves creating and sharing content on the social media channels to achieve your marketing and branding goals.', 'start': 24991.135, 'duration': 7.922}, {'end': 25002.798, 'text': 'It includes different activities like posting images,', 'start': 24999.597, 'duration': 3.201}], 'summary': 'Online marketing limitations, popular ppc tools, and social media marketing methods were discussed.', 'duration': 49.893, 'max_score': 24952.905, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH424952905.jpg'}, {'end': 25077.052, 'src': 'embed', 'start': 25047.947, 'weight': 3, 'content': [{'end': 25053.714, 'text': 'Email marketing is one of the oldest and the most professional way to communicate with their clients and prospects.', 'start': 25047.947, 'duration': 5.767}, {'end': 25061.042, 'text': 'It is also the most direct and effective way of connecting with your leads, nurturing them and turning them into customers,', 'start': 25054.314, 'duration': 6.728}, {'end': 25064.385, 'text': 'consistently winning out over all the other marketing channels.', 'start': 25061.042, 'duration': 3.343}, {'end': 25069.391, 'text': 'So the next question is what is the difference between SEO and SEM?', 'start': 25065.306, 'duration': 4.085}, {'end': 25077.052, 'text': 'SEO enables your website to appear in the search engine result pages, while the SEM is search engine marketing,', 'start': 25070.149, 'duration': 6.903}], 'summary': 'Email marketing is a direct and effective way to connect with leads and convert them into customers, outperforming other marketing channels.', 'duration': 29.105, 'max_score': 25047.947, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH425047947.jpg'}, {'end': 25134.906, 'src': 'embed', 'start': 25109.532, 'weight': 4, 'content': [{'end': 25124.341, 'text': 'content marketing is a strategic approach focused on creating and distributing relevant and consistent content in order to attract and retain a clearly defined audience and drive profitable customer action.', 'start': 25109.532, 'duration': 14.809}, {'end': 25129.564, 'text': 'the key reasons for enterprises to use content marketing are increased number of sales,', 'start': 25124.341, 'duration': 5.223}, {'end': 25134.906, 'text': 'the cost you have saved throughout and better customers who have more loyalty.', 'start': 25130.262, 'duration': 4.644}], 'summary': 'Content marketing drives increased sales and loyalty, saving costs.', 'duration': 25.374, 'max_score': 25109.532, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH425109532.jpg'}, {'end': 25203.196, 'src': 'embed', 'start': 25176.889, 'weight': 5, 'content': [{'end': 25182.491, 'text': 'Interaction with the customer is also made very easy and you can get in touch very fast.', 'start': 25176.889, 'duration': 5.602}, {'end': 25186.792, 'text': 'and also another added advantage of online marketing is better tracking.', 'start': 25182.491, 'duration': 4.301}, {'end': 25189.832, 'text': 'you can track where your product is, when it is arriving.', 'start': 25186.792, 'duration': 3.04}, {'end': 25192.993, 'text': 'What is the cost all of it? You can get it online.', 'start': 25189.932, 'duration': 3.061}, {'end': 25200.695, 'text': 'So these are some major reasons why online marketing is preferred over offline marketing now moving on to the next question.', 'start': 25193.573, 'duration': 7.122}, {'end': 25203.196, 'text': "What are the five D's of digital marketing?", 'start': 25200.815, 'duration': 2.381}], 'summary': 'Online marketing offers easy customer interaction, better tracking, and cost efficiency.', 'duration': 26.307, 'max_score': 25176.889, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH425176889.jpg'}, {'end': 25421.154, 'src': 'embed', 'start': 25387.988, 'weight': 6, 'content': [{'end': 25391.41, 'text': 'It is a different approach or techniques to generate more traffic.', 'start': 25387.988, 'duration': 3.422}, {'end': 25395.972, 'text': 'We have something called on-page optimization or on-page SEO.', 'start': 25392.01, 'duration': 3.962}, {'end': 25402.349, 'text': 'So it focuses only on creating content that exists on the page of the website.', 'start': 25396.607, 'duration': 5.742}, {'end': 25413.272, 'text': 'by researching keywords for their search volume and intend you can answer questions for readers and rank higher on the search engine result pages to those questions produced now.', 'start': 25402.349, 'duration': 10.923}, {'end': 25421.154, 'text': 'talking about off-page SEO, this focuses on all the activities that takes place off the page when looking to optimize your website.', 'start': 25413.272, 'duration': 7.882}], 'summary': 'Different techniques for on-page and off-page seo to increase website traffic and search engine rankings by focusing on keyword research and content creation.', 'duration': 33.166, 'max_score': 25387.988, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH425387988.jpg'}, {'end': 25492.643, 'src': 'embed', 'start': 25462.108, 'weight': 7, 'content': [{'end': 25467.132, 'text': 'That is an important ranking factor for the search engines now moving on to the next question.', 'start': 25462.108, 'duration': 5.024}, {'end': 25477.336, 'text': 'What is a MP? AMP is a web component framework which helps in creating a user first websites emails at stories and so on.', 'start': 25467.212, 'duration': 10.124}, {'end': 25481.058, 'text': 'It is also short for accelerated mobile pages.', 'start': 25477.897, 'duration': 3.161}, {'end': 25485.72, 'text': 'It is a project from Twitter and Google to make fast mobile pages.', 'start': 25481.618, 'duration': 4.102}, {'end': 25492.643, 'text': 'AMP is an open source library that helps create a lightweight and fast loading web page.', 'start': 25485.74, 'duration': 6.903}], 'summary': 'Amp is a web framework by twitter and google for creating fast mobile pages.', 'duration': 30.535, 'max_score': 25462.108, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH425462108.jpg'}, {'end': 25541.967, 'src': 'embed', 'start': 25513.022, 'weight': 8, 'content': [{'end': 25515.824, 'text': "We have something called four C's of digital marketing.", 'start': 25513.022, 'duration': 2.802}, {'end': 25520.285, 'text': 'that is nothing but customer content, context and conversion.', 'start': 25515.824, 'duration': 4.461}, {'end': 25524.327, 'text': 'customer is someone who sees the message or views the message.', 'start': 25520.285, 'duration': 4.042}, {'end': 25532.919, 'text': 'content is the message that the customer sees, Whereas context is something why the customer needs to see the message,', 'start': 25524.327, 'duration': 8.592}, {'end': 25537.463, 'text': 'and conversion is the communication between you and the customer.', 'start': 25532.919, 'duration': 4.544}, {'end': 25538.805, 'text': 'moving on to the next question,', 'start': 25537.463, 'duration': 1.342}, {'end': 25539.365, 'text': 'We have.', 'start': 25538.845, 'duration': 0.52}, {'end': 25541.967, 'text': 'what are the three ingredients of digital marketing?', 'start': 25539.365, 'duration': 2.602}], 'summary': "Four c's of digital marketing: customer, content, context, conversion.", 'duration': 28.945, 'max_score': 25513.022, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH425513022.jpg'}, {'end': 25656.238, 'src': 'embed', 'start': 25584.705, 'weight': 9, 'content': [{'end': 25593.31, 'text': 'also posts that include promotions, giveaways, contests and other engaging and time-sensitive material can be more effective.', 'start': 25584.705, 'duration': 8.605}, {'end': 25598.073, 'text': 'in addition to this, generating leads through engagement and online public relations,', 'start': 25593.31, 'duration': 4.763}, {'end': 25605.437, 'text': 'such as answering queries where to function as a subject expert or writing a press release for online distribution.', 'start': 25598.073, 'duration': 7.364}, {'end': 25609.98, 'text': 'These are some strong tactics for quickly amassing traffic.', 'start': 25605.838, 'duration': 4.142}, {'end': 25615.513, 'text': 'Okay, Now the next is what is conversion optimization?', 'start': 25610.851, 'duration': 4.662}, {'end': 25624.238, 'text': 'conversion optimization is a practice of determining how a website can increase the ratio of visitors to the actual customers.', 'start': 25615.513, 'duration': 8.725}, {'end': 25630.861, 'text': 'a conversion is a site visitor who has taken a desired action rather than simply viewing content and leaving it.', 'start': 25624.238, 'duration': 6.623}, {'end': 25642.007, 'text': 'One way to optimize conversion is to conduct a be testing this runs to web pages with altered designs or content to see which is more conversions.', 'start': 25631.719, 'duration': 10.288}, {'end': 25647.772, 'text': 'Now. the next question is why should you use YouTube for digital marketing?', 'start': 25642.868, 'duration': 4.904}, {'end': 25656.238, 'text': 'with YouTube, you can present a better picture of the brand by creating interesting and long videos, which can help boost SEO traffic,', 'start': 25647.772, 'duration': 8.466}], 'summary': 'Promotions and engaging content drive traffic. conversion optimization increases customer ratio. youtube enhances brand visibility and seo traffic.', 'duration': 71.533, 'max_score': 25584.705, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH425584705.jpg'}, {'end': 25799.483, 'src': 'embed', 'start': 25724.309, 'weight': 12, 'content': [{'end': 25730.732, 'text': 'You can also view crawling and viewing reports using these webmaster tools now moving on to the next question.', 'start': 25724.309, 'duration': 6.423}, {'end': 25734.573, 'text': 'We have differentiate AdWords and AdSense.', 'start': 25730.772, 'duration': 3.801}, {'end': 25744.038, 'text': "AdWords enables businesses to advertise on Google's Network and AdSense enables Publishers to reserve space for AdWords placement on your website.", 'start': 25734.573, 'duration': 9.465}, {'end': 25750.525, 'text': "Both these AdWords and AdSense work together to complete Google's advertising Network, that is,", 'start': 25744.602, 'duration': 5.923}, {'end': 25757.829, 'text': "website owners to put up a space for Google's ads and businesses set budget to display ads on advertising Networks.", 'start': 25750.525, 'duration': 7.304}, {'end': 25758.65, 'text': 'that is, AdWords.', 'start': 25757.829, 'duration': 0.821}, {'end': 25763.052, 'text': 'So this is some major difference between AdWords and the AdSense.', 'start': 25759.09, 'duration': 3.962}, {'end': 25767.475, 'text': 'Now the next question is define your journey as an online shopper.', 'start': 25763.853, 'duration': 3.622}, {'end': 25769.996, 'text': 'Have you ever shopped online??', 'start': 25768.035, 'duration': 1.961}, {'end': 25775.848, 'text': 'The answer would be yes, of course people would eventually try to shop something online, right?', 'start': 25770.686, 'duration': 5.162}, {'end': 25778.529, 'text': 'How should this user experience be?', 'start': 25776.488, 'duration': 2.041}, {'end': 25781.97, 'text': "How should a user journey be when you're shopping online?", 'start': 25778.689, 'duration': 3.281}, {'end': 25788.852, 'text': 'awareness?. The first considerate part or point would be awareness when consumers discover your brand.', 'start': 25781.97, 'duration': 6.882}, {'end': 25793.074, 'text': "So you're there aware of your brand and the next one would be consideration.", 'start': 25788.912, 'duration': 4.162}, {'end': 25799.483, 'text': 'So the potential customers search to check if you offer the product that they need, and the next would be the preference.', 'start': 25793.374, 'duration': 6.109}], 'summary': "Adwords and adsense work together for google's advertising network. online shopper journey includes awareness, consideration, and preference.", 'duration': 75.174, 'max_score': 25724.309, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH425724309.jpg'}, {'end': 25881.334, 'src': 'embed', 'start': 25837.721, 'weight': 15, 'content': [{'end': 25845.144, 'text': 'one thing that can be safely said it is that it is unlikely that digital marketing will completely replace traditional marketing in the near future.', 'start': 25837.721, 'duration': 7.423}, {'end': 25853.99, 'text': 'Rather, marketers are integrating both the platforms to optimize their plans for optimum ROI instead of replacing each other,', 'start': 25845.664, 'duration': 8.326}, {'end': 25857.812, 'text': 'but traditional and digital marketing are becoming complementary to each other.', 'start': 25853.99, 'duration': 3.822}, {'end': 25860.934, 'text': 'So this is one safe answer which you can give.', 'start': 25858.192, 'duration': 2.742}, {'end': 25862.735, 'text': 'All right.', 'start': 25861.795, 'duration': 0.94}, {'end': 25868.119, 'text': 'and the next question is explain the process of Facebook marketing for Facebook.', 'start': 25862.735, 'duration': 5.384}, {'end': 25873.302, 'text': 'sharing valuable content that connects with potential customers is your most important place.', 'start': 25868.119, 'duration': 5.183}, {'end': 25881.334, 'text': 'You can create a Facebook marketing plan by defining your audience, setting goals, creating a business page on Facebook,', 'start': 25873.829, 'duration': 7.505}], 'summary': "Digital marketing unlikely to replace traditional; they're complementary. facebook marketing involves sharing valuable content, defining audience, and setting goals.", 'duration': 43.613, 'max_score': 25837.721, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH425837721.jpg'}, {'end': 26010.867, 'src': 'embed', 'start': 25985.869, 'weight': 17, 'content': [{'end': 25993.992, 'text': 'but content marketing and SEO practices like keyboard research, checking out for competition, conceptualizing the content, optimizing your keyword,', 'start': 25985.869, 'duration': 8.123}, {'end': 25995.533, 'text': 'can help you with rankings.', 'start': 25993.992, 'duration': 1.541}, {'end': 25998.594, 'text': 'Okay, so this is a strategy that we follow.', 'start': 25996.313, 'duration': 2.281}, {'end': 26003.603, 'text': 'Now the next question is what are the ways to measure SEM efforts that are successful?', 'start': 25999.241, 'duration': 4.362}, {'end': 26010.867, 'text': 'So if your aim is to spread awareness, then tracking clicks and impressions on paid and organic search listing are possible.', 'start': 26004.303, 'duration': 6.564}], 'summary': 'Content marketing and seo practices can help with rankings. tracking clicks and impressions measures successful sem efforts.', 'duration': 24.998, 'max_score': 25985.869, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH425985869.jpg'}, {'end': 26071.569, 'src': 'embed', 'start': 26046.649, 'weight': 18, 'content': [{'end': 26053.554, 'text': 'attention equals innovative content if you produce good content and display it correctly to the right place at the right time.', 'start': 26046.649, 'duration': 6.905}, {'end': 26056.477, 'text': 'It will definitely give you the proper output.', 'start': 26053.674, 'duration': 2.803}, {'end': 26065.003, 'text': 'a few ways to engage your customers through social media are crafting catchy headlines, posting quality visual media, hosting contests,', 'start': 26056.477, 'duration': 8.526}, {'end': 26071.569, 'text': 'ensuring that your post has good content, focusing on the social presence, responding to comments in a timely manner.', 'start': 26065.003, 'duration': 6.566}], 'summary': 'Good content + proper display = engagement. social media tips: catchy headlines, quality visual media, contests, timely responses.', 'duration': 24.92, 'max_score': 26046.649, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH426046649.jpg'}, {'end': 26130.254, 'src': 'embed', 'start': 26105.569, 'weight': 19, 'content': [{'end': 26112.71, 'text': 'always outline the points that you get and mention them, but more ideas in order to eat better ROI or conversion.', 'start': 26105.569, 'duration': 7.141}, {'end': 26118.945, 'text': 'The next question is what are some common social media mistakes that business make?', 'start': 26113.42, 'duration': 5.525}, {'end': 26130.254, 'text': 'one of the worst mistakes that you could make is the inconsistency only postings sporadically and not responding when customers or consumers reach out to you to engage another.', 'start': 26118.945, 'duration': 11.309}], 'summary': 'Businesses should avoid inconsistent social media postings and unresponsiveness to customer engagement for better roi.', 'duration': 24.685, 'max_score': 26105.569, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH426105569.jpg'}, {'end': 26200.387, 'src': 'embed', 'start': 26151.435, 'weight': 20, 'content': [{'end': 26158.631, 'text': 'So the next one is how do you stay updated with the latest marketing Trends? Since digital marketing is a dynamic field.', 'start': 26151.435, 'duration': 7.196}, {'end': 26166.822, 'text': 'It is important to stay updated with the blogs, books, podcast, webinars and so on, and many more for the go.', 'start': 26158.771, 'duration': 8.051}, {'end': 26174.553, 'text': 'some of the most popular resources to stay updated on the marketing platforms are websites like Mashable, WordStream, blog,', 'start': 26166.822, 'duration': 7.731}, {'end': 26176.775, 'text': 'social media examiner and so on.', 'start': 26174.553, 'duration': 2.222}, {'end': 26183.784, 'text': 'Okay, so they are using these you can actually keep updated with the digital marketing Trends now moving on to the next question.', 'start': 26177.196, 'duration': 6.588}, {'end': 26192.22, 'text': 'How do you decrease the loading time of a website? So to decrease the loading time of your website, you can use external style sheets.', 'start': 26183.904, 'duration': 8.316}, {'end': 26200.387, 'text': 'You can also consider using fewer images and optimize images to reduce the file size without affecting the quality of the image,', 'start': 26192.56, 'duration': 7.827}], 'summary': 'Stay updated with marketing trends through blogs, books, podcasts, and webinars; popular resources include mashable, wordstream, and social media examiner. decrease website loading time using external style sheets, fewer images, and optimized images.', 'duration': 48.952, 'max_score': 26151.435, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH426151435.jpg'}, {'end': 26267.607, 'src': 'embed', 'start': 26223.751, 'weight': 22, 'content': [{'end': 26229.836, 'text': 'But even though there are many tools that you can use to schedule and automate post to save some time.', 'start': 26223.751, 'duration': 6.085}, {'end': 26239.083, 'text': "You'll also want to keep a track of the activity on your social media accounts throughout the day so that you can provide timely responses to your audience questions and comments.", 'start': 26230.096, 'duration': 8.987}, {'end': 26246.87, 'text': 'between strategizing, creating and posting content and images, responding to your audience and checking analytics.', 'start': 26239.603, 'duration': 7.267}, {'end': 26250.454, 'text': 'social media is done right and it can be a full-time job.', 'start': 26246.87, 'duration': 3.584}, {'end': 26256.82, 'text': 'and the last question would be where do you see yourself five years down the line in the field of digital marketing?', 'start': 26250.454, 'duration': 6.366}, {'end': 26259.66, 'text': 'So you should be very thoughtful in this case.', 'start': 26257.418, 'duration': 2.242}, {'end': 26267.607, 'text': "You should know what your future is going to be and you should know how you're going to be analyzing yourself in the field of digital marketing,", 'start': 26259.72, 'duration': 7.887}], 'summary': 'Social media management is time-consuming, requires timely responses; digital marketing requires strategic planning and self-analysis.', 'duration': 43.856, 'max_score': 26223.751, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH426223751.jpg'}], 'start': 24952.905, 'title': 'Digital marketing insights and strategies', 'summary': "Covers notable limitations of online marketing, popular ppc tools, social media strategies, the five d's of digital marketing, various strategies and techniques, essential aspects, and staying updated with marketing trends, providing comprehensive insights into digital marketing. it emphasizes the role of digital marketing in providing exposure, generating traffic, and enabling the measurement of audience interaction, with a focus on seo, amp, technical seo, driving digital traffic, conversion optimization, youtube for digital marketing, and measuring roi.", 'chapters': [{'end': 25200.695, 'start': 24952.905, 'title': 'Digital marketing insights', 'summary': 'Discusses notable limitations of online marketing, popular ppc tools, social media marketing strategies, executive level interview questions, and reasons why online marketing is preferred over offline marketing.', 'duration': 247.79, 'highlights': ['Online marketing limitations include chasing vain metrics and burning cash at the wrong places. Online marketing can sometimes lead to chasing vain metrics and burning cash at the wrong places, posing notable limitations.', 'Popular PPC tools mentioned include SEM rush, optimizely, unbounce, keyword planner, AdWords editor, and AdWords wrapper. Notable PPC tools like SEM rush, optimizely, unbounce, keyword planner, AdWords editor, and AdWords wrapper are highlighted for PPC marketing.', 'Social media marketing involves creating and sharing content on social media channels to achieve marketing and branding goals, and can help increase website traffic, build conversations, increase brand awareness, and improve communication and traction with the target audience. Social media marketing involves creating and sharing content on social media channels, driving audience engagement, and can increase website traffic, build conversations, increase brand awareness, and improve communication with the target audience.', 'Email marketing is described as a highly effective strategy for converting leads into customers, nurturing them, and turning them into loyal fans, while also being the most direct and effective way of connecting with leads. Email marketing is highlighted as highly effective for converting leads into customers, nurturing them, and connecting with leads in a direct and effective manner.', 'Content marketing is emphasized for its role in attracting and retaining audiences, driving profitable customer action, increasing sales, saving costs, and fostering better customer loyalty. Content marketing is emphasized for attracting and retaining audiences, driving profitable customer action, increasing sales, saving costs, and fostering better customer loyalty.', 'The reasons for preferring online marketing over offline marketing include the ability to tap a larger audience, expand geographically easily, have immediate information availability, easy customer interaction, and better tracking capabilities. Online marketing is preferred over offline marketing due to its ability to tap a larger audience, expand geographically easily, have immediate information availability, easy customer interaction, and better tracking capabilities.']}, {'end': 25364.22, 'start': 25200.815, 'title': "The five d's of digital marketing", 'summary': "Explains the five d's of digital marketing - digital devices, platform, media, data, and technology, and emphasizes the role of digital marketing in providing exposure, generating traffic, and enabling measurement of audience interaction.", 'duration': 163.405, 'highlights': ['The insights that businesses collect about their audience and their interaction with the business is called or turned as digital data.', "Digital marketing allows you to see the exact number of people who viewed your website's page in real time by using digital analytics software, content performance, and lead generation also plays an important role.", "Attribute modeling is an effective strategy for digital marketing that allows you to trace all your sales back to a customer's first digital touchpoint with your business."]}, {'end': 25701.743, 'start': 25364.24, 'title': 'Digital marketing strategies and techniques', 'summary': "Discusses various digital marketing strategies and techniques including seo, amp, technical seo, 4 c's of digital marketing, 3 ingredients of digital marketing, driving digital traffic, conversion optimization, youtube for digital marketing, and measuring roi.", 'duration': 337.503, 'highlights': ['SEO techniques for generating traffic SEO techniques like on-page optimization, off-page SEO, and technical SEO are discussed to generate more traffic to websites by focusing on keywords, backlinks, and technical aspects, impacting search engine result rankings.', 'AMP for fast-loading mobile pages AMP (Accelerated Mobile Pages) is an open-source library that helps create lightweight and fast-loading web pages, enabling mobile-friendly pages supported on various platforms and browsers, contributing to a better user experience.', "4 C's of digital marketing The four C's of digital marketing - customer, content, context, and conversion are explained as essential elements for effective digital marketing strategies, emphasizing the customer's role, content, context, and communication leading to conversion.", 'Driving digital traffic through social media and engagement tactics Leveraging social media for posts, promotions, giveaways, contests, and engaging with online public relations are highlighted as effective tactics to drive immediate traffic to websites, emphasizing the importance of engagement and time-sensitive material.', 'Conversion optimization for website effectiveness Conversion optimization is described as the practice of increasing the ratio of visitors to actual customers by conducting A/B testing and optimizing content and design to enhance the likelihood of desired actions on websites.', 'YouTube for digital marketing and ROI measurement The benefits of using YouTube for digital marketing, such as boosting SEO traffic, expanding social reach, and improving ROI, are discussed, along with methods to measure the ROI of marketing campaigns integrated into the overall business line calculation.']}, {'end': 26150.734, 'start': 25701.823, 'title': 'Digital marketing insights', 'summary': 'Discusses essential aspects of digital marketing, including google webmaster tools, differentiation between adwords and adsense, the user journey of an online shopper, the integration of traditional and digital marketing, facebook marketing, measuring campaign success, managerial level interview questions, and strategies for sem and social media engagement.', 'duration': 448.911, 'highlights': ['The chapter discusses essential aspects of digital marketing, including Google webmaster tools, differentiation between AdWords and AdSense, the user journey of an online shopper, the integration of traditional and digital marketing, Facebook marketing, measuring campaign success, managerial level interview questions, and strategies for SEM and social media engagement. The chapter covers various essential aspects of digital marketing, including Google webmaster tools, differentiation between AdWords and AdSense, the user journey of an online shopper, the integration of traditional and digital marketing, Facebook marketing, measuring campaign success, managerial level interview questions, and strategies for SEM and social media engagement.', "AdWords enables businesses to advertise on Google's Network and AdSense enables Publishers to reserve space for AdWords placement on websites. AdWords enables businesses to advertise on Google's Network and AdSense enables Publishers to reserve space for AdWords placement on websites.", 'The user journey of an online shopper includes awareness, consideration, preference, and purchase stages. The user journey of an online shopper includes awareness, consideration, preference, and purchase stages.', 'It is unlikely that digital marketing will completely replace traditional marketing in the near future, rather, both are becoming complementary to each other. It is unlikely that digital marketing will completely replace traditional marketing in the near future, rather, both are becoming complementary to each other.', 'Facebook marketing involves sharing valuable content, defining audience, setting goals, creating a business page, posting interesting content, and incorporating Facebook ads. Facebook marketing involves sharing valuable content, defining audience, setting goals, creating a business page, posting interesting content, and incorporating Facebook ads.', 'Strategies for SEM include tracking clicks, impressions, and conversion rates to measure success. Strategies for SEM include tracking clicks, impressions, and conversion rates to measure success.', 'Ways to attract potential buyers via social media involve producing innovative content, engaging through catchy headlines, visual media, contests, and maintaining a strong social presence. Ways to attract potential buyers via social media involve producing innovative content, engaging through catchy headlines, visual media, contests, and maintaining a strong social presence.', 'Common social media mistakes to avoid include inconsistency in postings, lack of engagement with customers, and using social media only for self-promotion. Common social media mistakes to avoid include inconsistency in postings, lack of engagement with customers, and using social media only for self-promotion.']}, {'end': 26319.598, 'start': 26151.435, 'title': 'Digital marketing insights', 'summary': 'Discusses staying updated with marketing trends, reducing website loading time, time management in social media marketing, and long-term career vision in digital marketing.', 'duration': 168.163, 'highlights': ['Decreasing loading time of a website involves using external style sheets, optimizing images, and using CSS sprites to reduce HTTP requests.', 'Staying updated in digital marketing requires utilizing resources like blogs, books, podcasts, webinars, and popular websites like Mashable, WordStream, and social media examiner.', 'Effective social media marketing involves timely audience engagement and can be a full-time job, despite the availability of scheduling tools.', 'Long-term success in digital marketing involves thoughtful self-analysis, expertise development, and demonstrating commitment beyond monetary gains.']}], 'duration': 1366.693, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/hiEb1m7CXH4/pics/hiEb1m7CXH424952905.jpg', 'highlights': ['Online marketing limitations include chasing vain metrics and burning cash at the wrong places.', 'Popular PPC tools mentioned include SEM rush, optimizely, unbounce, keyword planner, AdWords editor, and AdWords wrapper.', 'Social media marketing involves creating and sharing content on social media channels to achieve marketing and branding goals.', 'Email marketing is described as a highly effective strategy for converting leads into customers, nurturing them, and turning them into loyal fans.', 'Content marketing is emphasized for its role in attracting and retaining audiences, driving profitable customer action, increasing sales, saving costs, and fostering better customer loyalty.', 'The reasons for preferring online marketing over offline marketing include the ability to tap a larger audience, expand geographically easily, have immediate information availability, easy customer interaction, and better tracking capabilities.', 'SEO techniques for generating traffic include on-page optimization, off-page SEO, and technical SEO, focusing on keywords, backlinks, and technical aspects.', 'AMP (Accelerated Mobile Pages) is an open-source library that helps create lightweight and fast-loading web pages, enabling mobile-friendly pages supported on various platforms and browsers.', "The four C's of digital marketing - customer, content, context, and conversion are explained as essential elements for effective digital marketing strategies.", 'Leveraging social media for posts, promotions, giveaways, contests, and engaging with online public relations are highlighted as effective tactics to drive immediate traffic to websites.', 'Conversion optimization is described as the practice of increasing the ratio of visitors to actual customers by conducting A/B testing and optimizing content and design.', 'The benefits of using YouTube for digital marketing, such as boosting SEO traffic, expanding social reach, and improving ROI, are discussed.', 'The chapter covers various essential aspects of digital marketing, including Google webmaster tools, differentiation between AdWords and AdSense, the user journey of an online shopper, the integration of traditional and digital marketing, Facebook marketing, measuring campaign success, managerial level interview questions, and strategies for SEM and social media engagement.', "AdWords enables businesses to advertise on Google's Network and AdSense enables Publishers to reserve space for AdWords placement on websites.", 'The user journey of an online shopper includes awareness, consideration, preference, and purchase stages.', 'It is unlikely that digital marketing will completely replace traditional marketing in the near future, rather, both are becoming complementary to each other.', 'Facebook marketing involves sharing valuable content, defining audience, setting goals, creating a business page, posting interesting content, and incorporating Facebook ads.', 'Strategies for SEM include tracking clicks, impressions, and conversion rates to measure success.', 'Ways to attract potential buyers via social media involve producing innovative content, engaging through catchy headlines, visual media, contests, and maintaining a strong social presence.', 'Common social media mistakes to avoid include inconsistency in postings, lack of engagement with customers, and using social media only for self-promotion.', 'Decreasing loading time of a website involves using external style sheets, optimizing images, and using CSS sprites to reduce HTTP requests.', 'Staying updated in digital marketing requires utilizing resources like blogs, books, podcasts, webinars, and popular websites like Mashable, WordStream, and social media examiner.', 'Effective social media marketing involves timely audience engagement and can be a full-time job, despite the availability of scheduling tools.', 'Long-term success in digital marketing involves thoughtful self-analysis, expertise development, and demonstrating commitment beyond monetary gains.']}], 'highlights': ['The global digital marketing industry is worth $190 billion, emphasizing the growing significance of digital marketing for organizations and individuals looking to build a career in this domain.', 'Video marketing is one of the most famous and most important Market Trends today and is likely to continue for the next 5 to 10 years, with 70% of consumers knowing a brand by watching their promotional video and 52% of consumers saying that watching product videos make them more confident in online purchase decisions.', 'AR and VR market size projected to reach 209.2 billion dollars in five years', 'Digital marketing crucial for driving sales and increasing revenue', 'Artificial intelligence is considered as the biggest commercial opportunity for companies and will increase the global GDP by up to 14% by 2030.', "The Indian marketing traffic is expected to grow 291 times bigger than what it was in 2005, and 22% of the entire world's population is on Facebook.", 'Over 170 million people worldwide use the internet, with more than half a million people preferring digital marketing for promotions, advertisements, and sales, indicating the widespread usage and impact of digital marketing.', 'The demand for people with digital skills, especially soft skills, is significant, and adapting to digital marketing is essential, with 60% of professionals believing that online certifications have helped them master the technology', 'Search engine optimization (SEO) is crucial, with 93% of online experiences starting with search engines', 'Email marketing provides a high ROI of $44 for every $1 spent.', 'Google Analytics is free of cost and offers automatic data collection and customization features.', 'The COVID-19 pandemic has led to a shift in consumer behavior, resulting in a redirection of marketing efforts towards digital channels.', 'Off-page SEO makes up to 75% of a good digital strategy.', 'Google processes 70,000 searches per second, translating to 5.8 billion searches per day, with a 76% market share.', 'Google delivers an 8:1 return on investment for paid advertisements, demonstrating its effectiveness for businesses.', 'The ad rank threshold determines the minimum bid required for ads to show, for example, if the ad rank threshold is 60 rupees and the bid is 50 rupees, the ad will not show.', 'In-market audience targeting and engagement ads differentiate businesses from competitors.', 'Understanding different match types in Google Ads impacts ad visibility in specific scenarios.', "AdSense for video allows publishers to generate revenue through ad placements from Google's advertisement network.", 'Ad request RPM is the revenue per 1000 impressions, calculated by dividing estimated earning by the number of ad requests, providing insights into ad revenue performance.', 'Continuous optimization is crucial for keywords, including regular analysis of keyword status, search term reports, and maximizing cost per click in order to improve ROI and quality score.', 'The Multi-Channel Funnel report in Google Analytics is essential for understanding user behavior and attribution analysis, allowing insights into the user funnel and the impact of different channels on conversions.', "Social media marketing reaches 3 billion active users, constituting 40% of the world's population, with 90% accessing social networks through mobile.", 'Integrated digital marketing campaigns combine various channels such as SEO, SEM, email marketing, affiliate marketing, and social media marketing to promote a consistent message.', 'Digital marketing encompasses all marketing efforts using electronic devices or the internet, leveraging tactics like search engine, email marketing, social media marketing, and mobile marketing.', 'Inbound marketing allows organizations to attract actively looking prospects and is written according to customer needs and natural habitats, such as blogs, social media posts, search, influencer marketing, and opt-in emails.', 'The most effective ways to increase website traffic include paid search, display advertising, email marketing, content marketing, guest blogging, referral traffic, and targeting longtail keywords.', 'SEO is the process of optimizing content, technical setup, and reach of a website to appear at the top of search engine result pages for specific keywords, ultimately increasing the quality and quantity of organic traffic.', 'PPC is a model of internet marketing where advertisers pay a fee each time their ads are clicked, a popular and effective form of marketing with visible, flexible ads that can be present on top search results, and search engine advertising being one of the most popular forms of PPC.', 'The differences between direct marketing and branding are explained, highlighting how branding builds awareness about products or companies, while direct marketing focuses on establishing communication with the target audience, with a primary emphasis on communication.', 'The limitations of online marketing are outlined, including intense competition, overwhelming information and data, the necessity for patience and experience, and the crucial role of understanding and utilizing analytics effectively.']}