I tun tun kumar Singh hereby declare that the project work on the topic “Impact of Digital marketing
on Consumer Buying Behavior” completed at CEBS Worldwide, NOIDA and submitted under the
guidance and supervision of MD.Riyaz Alam as Consultant Digital marketer at CEBS is myoriginal work.
The preparation of my project report is based on my personal findings, interaction with the official
employees and customers and consultation with the eminent scholars and secondary sources.
Tun tun kumar singh
LOVELY PROFESSIONAL UNIVERSITY
Before joining CEBS WORLDWIDE for my summer training, I was completely unaware about the
marketing aspect of the corporate world. But during my one and a half month internship at CEBS
WORLDWIDE as a part of the Summer Training, I got the opportunity to learn about the back end
operations marketing aspect of the corporate world and besides I got the chance to augment my
marketing skills as well by using Digital marketing as a initial tool.
I would like to present my vote of thanks to Prof kamal gupta The Mittal school of Business and
Lovely Professional University who provided me with the opportunity of a life time to do Summer Training
at CEBS WORLDWIDE.
I am thankful to Mr. Anurag; HR. Manager, at CEBS Worldwide, NOIDA who guided me on this
project and also gave me valuable time during the course of whole project, which helped me to work on
every possible aspect.
I also express my profound gratitude to the entire team of CEBS Worldwide,NOIDA for providing
a congenial and competitive work environment, which was a stepping stone for the successful completion
of my project.
In the end,I would like to thank my parents, teachers, and all my friends & well wishers whose
blessings & love has made it possible for me to successfully complete my Project. I also owe special
thanks to all the respondents whom I approached with my questionnaire and who took time off their
busy schedules to answer them patiently.
As a part of course curriculum of Masters of business administration we were asked to undergo 6 weeks
summer training in CEBS Worldwide, NOIDA so as to give us exposure to practical management to get
us familiar with various activities taking place in the organization. I have put my sincere efforts to
accomplish my objectives within the stipulated time. Despite all limitations, obstructs, hurdles and
hindrances, I have worked to my optimum potential to achieve desired goals. Being new in the highly
competitive world of business. I come across some difficulties to make my objective a reality. Anyhow
with the kind of help andgenuine interest and the guidance of my supervisor I am presenting this hand
carved effort. I tried my level best to conduct a research to gain a thorough knowledge about the project
on topic, “Impact of digital marketing on consumer buying behavior.
5. EXECUTIVE SUMMARY
The project was started on 2nd June 2017, under the guidance of MD. Reyaz Alam( consultant in Digital
marketing at CEBS). The first part of my project involves the study of Digital Marketing& then
identification of their queries and helping them in order to understand Digital Marketing tools. For this
we used the questionnaires method. At the same time, they were being made aware of various
advantages as well as features of Digital M arketing.
To complete my project I created my own website named as “LIKHDALO.COM” for the better
understanding of their perceptions about Digital Marketing and the company itself. For this I selected
around 100 respondents, and checkthe responses to them. Iwas also supposed to find out new customers
and convince them to tag along with LIKHDALO.COM by showing them the opportunities of getting
involved with LIKHDALO.COM and how this site is superior to other which are available in the market.
The second part of my internship was the study of Components of Digital marketing to study the impact
of digital marketing on consumer buying behaviour. For this respondents was taken and a survey was
carriedout to find the Impact of Digital Marketing in Branding & Positioning of a Product.
6. COMPANY PROFILE
CEBS Worldwide is a renowned IT Multi National Company that provides end-to-end customized IT
services that help clients achieve an optimized, secure, and scalable IT infrastructure. We work
closely with IBM to deliver the best solutions as per the industry trends. we are at the cutting edge
of key technology paradigms such as Cross-Channel E-Commerce solutions, Distributed Order
Management solutions, Supplier Integration and Management solution, Cross-Channel Campaign
Management, Customer Awareness/Analytics, Digital Analytics, Customer Journey Analysis,
Marketing Cloud Solutions, Social Analytics,Supply Chain Optimization, Supply Chain Finance, Social
Commerce, E-Marketplace, Logistics Management/Reverse Logistics, Brand Experience, Customer
Experience Management and much more. We are transforming our clients'IT environments to
leverage these next-generation technologies across their data centers, networks, and production
and end-user computing environments. We help customers across all segments! * Consumers *
Distributors * Resellers/Dealers * Large Enterprises * Retailers * B2B/B2C Dealers * SME’s Our
Alliances -We are the Advanced Business Partner of IBMand have an alliancewith Microsoft, Oracle,
Salesforce, SAP, Cisco, Dell, and others. We have created a global delivery model that meets the
customer requirements for alltheir needs. We assurehighquality, timely delivery, costeffective, and
full ROI on your IT investments. Our Global Presence - We are headquartered in USA (Texas) and
have footprints all across the globe with offices in India (NOIDA), UAE (Dubai), Australia (Sydney),
South Korea (Seoul) and Singapore. A Truly global IT Company. Tailor-made Industry Solutions
offered for: - Retail - E-Commerce - Manufacturing - Printing and Packaging - Travel, Tourism, and
Transport - Aerospace/Aviation - Insurance - Banking/Finance - Media – Telco
Digital Marketing Communication is a marketing concept that ensures all forms of communication
and messages are carefully linked together At its most basic level, digitalMarketing Communication
means integrating all the promotional tools, so that they work together in harmony. Promotion
is one of the Ps in the marketing mix. Promotion has its own mix ofcommunicationtools. All of these
communication tools work better if they work together in harmony rather than in isolation. Their
sum is greater than their parts - providing they speak consistently with one voice all the time, every
Digital Marketing Communication is the concept that makes all the marketing tools to work
together as a unified force rather than work in isolation. It makes the use of entire marketing efforts
in the form of advertising, public relation, personal selling, sales promotion, internet marketing ,
direct marketing in order to generate maximum impact on the target audience at the minimum.
Digital marketing tool
Advertising refers to "the means of providing the most persuasive possible selling message to the
right prospects at the lowest possible cost". Kotler and Armstrong (2003), provide an alternative
definition: "Advertising is any paidform of non- personal presentation and promotion of ideas, goods
and services through mass media such as newspapers, magazines,televisionor radioby an identified
Organic Social Media Tools As of writing this post Facebook has 1.44 billion monthly
active users, Twitter has 302 million and Instagram has300 million. Withso manypeople spending
so much time on social, it’s becoming one of the most important channels for brands to utilize in
order to engage with their current and prospective customers. One of the best ways to do that is
with a social media management tool.
8. Paid Social Media Tools
Social media sites aren’tjust greatfor organicallyreaching andengaging withyour customers; they’re
also effective for paying to promote your brand to large groups of active users. The major social
networks have so much data on their users that targeting can become extremely granular and
effective, which makes social an ideal place to pay for impressions.
Facebook’s Power Editor
The Power Editor is Facebook’s own tool for creating and running advertising campaigns. Facebook
is constantly improving its ad platform, and the tool frequently releases new targeting and budgeting
features for users. For marketers just starting on the paid social front, this is probably the best choice
as there is no third-party fee to create and manage your advertisements.
Twitter Native Platform
Twitter is another major network brands should consider paying to advertise on. Twitter has some
fantastic features for targeting, with segmentation functionality that includes the ability to target
certain keywords so that whenever someone Tweets out, or engages with a tweet, using that key
phrase they’ll be targeted.
Email Marketing Tools
The first email was sent way back in1971, so it’s kind of strange to think of how big a part email still
plays in our online marketing strategies. But even though it may be one of the oldest marketing
channels, it is by no means one of the most ineffective. In fact, it was predicted that email marketing
would be the top target for increased investment in 2015, which is why you should look into email
marketing software for your business.
With over eight million people using Mail Chimp every day, it’s one of the most powerful email
marketing platforms on the market. Mail Chimp’s incredibly simplistic platform structure and
freemium plan make it easy for even some of the most amateur email marketers to get setup with
robust email campaigns.
Emma—also a fun abbreviation for email marketing—is a strong platform that backs up its powerful
features with a notoriously hands-on customer service team. Emma has all of the tools that you need
to start creating and testing your own email marketing campaigns.
If you’ve dabbled with some email platforms and feel ready to take it to a more advanced level,
Marketo could be the solution for you. Although email is a large facet of its business it is by no means
the only part of the tool. Marketo allows you to combine email into your entire automated marketing
9. Display Retargeting Tools
Have you ever gone to a website, left without purchasing anything, only to be followed around by
that company’s advertisements all around the web? These are retargeting ads, and even if you
haven’t heard of them there’s a good chance that you’ve been targeted by them in the past. This
channel is incredibly efficient for getting customers back to your site to make a purchase or become
AdRoll is one of the most well-known names in the retargeting space, boasting a customer base of
over 20,000 brands. Its platform grants access to over 500 ad exchanges, which includes most of the
major social media networks. It offers a self-serviceplatform, but you can also leverageitsemployees
for additional help if you need it.
ReTargeter is a tool that uses site retargeting, search retargeting and dynamic retargeting. You can
use ReTargeter as a self-serviceplatform,or you can pass all ofyour campaignsonto an account team
to run you’re retargeting for you. You can use these search services à la carte or combine several into
a custom package.
Chango is an award-winning display advertising platform with robust retargeting features. With
Chango you can combine your own retargeting information with audience intent data that
Chango accumulates, which adds a second layer of targeting to your campaigns.
Programmatic Advertising Tools
Programmaticadvertising refersto the use of softwareto automate the purchase of media from both
online and offline channels. Two of the largest benefits of using programmatic media buying
solutions are that you can reduce the time you spend finding the best networks to advertise on, and
you gain access to the plethora of data that most of these companies have access to.
ChoiceStream’stechnology is ableto process a ton of audience data and discern which of it is actually
useful knowledge for brands. ChoiceStream then uses that information to properly target ads to your
audiences it knows will be a good fit, boosting the relevance of your ads to your targets.
Rocket Fuel is a popular tool with a featurecalledMomentScoring. Moment Scoring uses anonymous
user data to calculate how likely someone is to respond to your advertisement, then uses that
information to decide when and where to serve your ads. Rocket Fuel offers both a self-service
platform and managed services.
10. Website Testing Tools
The smallest changes can make the biggest differences when it comes to getting people to convert
on your landing pages. Changing the color of your call-to-action button can spell the difference
between getting someone to start a free trial of your product, and bouncing from your site. That’s
why it’s important to use website testing tools to constantly innovate your pages.
Unbounce is an amazing tool for quickly building, tweaking and publishing new landing pages to test.
One of the most fantastic features of Unbounce is how easy it is to use the platform to create brand
new pages. Even if you’re not much of a designer, you can use some of the templates available as a
jumping off point, then tweak them to fit your style.
Maxymiser is a tool that goes beyond landing page testing. This enterprise-level software solution
was built to test all sorts of portions of your website, and to run several different tests all at once.
Maxymiser also allows you to segment who you want to send to each tests, creating a more catered
experience for your website visitors.
Optimizely combines tools for visual creation and robust targeting into its platform, making it easy to
quickly create and target tests to the proper groups of users. The company also has a formidable
amount of partners to make it easier to centralize customer data for your various tests.
Video Hosting Sites
It seems like video has recently become the next big content powerhouse brands are taking
advantage of, and with so much effort needed to create videos it’s important to make sure you get
as many eyeballs on them as possible. A solid way to do that is to host them on some of the popular
video sites which draw in large crowds of viewers.
We’ve worked with Wistia on content in the past, and the company is such a fantastic group of
individuals. Not only does the team rock, but the platform is amazing for business looking to host,
customize and share videos across the web. One of the best functions of its platform is the ability to
include a custom CTA at the end of each individual video, making it easy to drive viewers to specific
There are over 20 million people and businesses that trust Vimeo to host their high-definition, ad-
free videos. With Vimeo, the idea is to get everyone to host some of their high-quality videos on the
site, thereby driving viewers who are looking for visually stunning videos. Take a look at the sample
below to see the type of quality content they collect.
11. Content Creation Tools
We all know that content is king, which is why it’s so important to start creating some of your own to
share with your fans and followers. With so many different content formats out there—infographics,
blogs, videos–the biggest question is which type of content can you create that will resonate with
your audience. We’ve recently created a list of 36 free image creation tool which includes a ton of
different tools, but here are some of our favorites.
A great way to make sure your online content stands out is to include an image, but sourcing images
that satiate the unique requirements for each social network can be tough. We aimed to solve that
problem with our new social media image resizing tool Landscape. Quickly turn one image into
multiple, each perfectly sized for the social media networks you’re using.
A great way to make sure your online content stands out is to include an image, but sourcing images
that satiate the unique requirements for each social network can be tough. We aimed to solve that
problem with our new social media image resizing tool Landscape. Quickly turn one image into
multiple, each perfectly sized for the social media networks you’re using.
If you don’t already have an image to resize, try using Canva, a web-based design tool you can use to
create unique images to share on your blogs, social networks and more. You can use Canva to create
completely unique images from scratch or to polish up some photos that you already have on hand.
If you don’t have the time or artistic flair to create your own pieces of content, then you can use a
tool like Visual.ly. Visual.ly is a platform that pairs those who need content up with those who can
create it. The site chargesa flatrate for eachtype of project, which includes Infographics, eBooks and
Content Curation Tools
We constantly need to fill our content calendars if we’re going to satiate the growing need to share
actionable insights with our fans and followers. However, we don’t always have the time to put
together something unique for every post we create. That’s why it’s good to have some content
curation tools on hand to help you fill up those lulls in your calendar.
With Feedly you choose all of the different blogs, publications and topics that you’re interested in
and Feedly aggregatesall ofthe recent topics from those people or about those topics into a feed you
can monitor. You can integrate your Feedly feed with a tool like Sprout Social to continuously share
these articles with your fans and followers.
Scoop.it is an incredible tool for easily finding and sharing unique, relevant content to your social
networks, blogs and more. With Scoop.it you can find months’ worth of great in no time at all!
Website Analytics Tools
Many tools out there come with their own performance analytics. For instance, Sprout Social has
social media analytics that show how your content performs on a variety of social platforms.
However, it’s important to keep an eye on the data about events that actually take place on your
Google Analytics is the standard for most websites these days. Google has advanced analytics that
shed light on a variety of your website information, including who your visitors are, how they make
their way through your sales funnel and what they do on your website in real-time.
Adobe provides an enterprise-level analytics solution for companies who want to gather deep
analytics on their website data and performance. The platform has cross-channel attribution
functions, 360-degreecustomer analysisand predictiveintelligencewhichenables you to observe and
respond to customer actions in real time.
Customer Service Tools
More than ever before customers are turning to online channels to reach out to brands with their
inquiriesand complaints.If you’re not there to engagewith these customers it reflectspoorly on your
brand, and you could lose their business forever.Tryone of these customer servicetools to streamline
your customer service process and to ensure you’re responding to all of your inbound messages.
Zendesk provides a full suite of tools that can get your support team up and responding to all of your
customers’ needs. The platformaggregatesall of your communication channels into one place, which
makes it simple to respond to your emails, phone calls and chats.
User Voice Helpdesk
User Voice’s beautifully designed customer service platform is a great place for large teams to tackle
online customer service needs. The reports offered make it easy to see which agents are performing
best, and customer satisfaction surveys let you know how your team performs as a whole.
LiveChat takes a more proactive approach to customer service by facilitating conversations with the
people visiting your website. The passive “Chat now” box that lives on your page lets your potential
customers reach right out to some of your service reps, helping you effectively answer questions and
13. SearchEngine Optimization
SEO is a huge portion of most companies’ online marketing efforts, which explains why there
are so many tools out there to help brands take full advantage of the channel. These tools
take something incredibly complicated and simplify it, which is something we should all be
thankful for. Search engine optimization (SEO) is the practice of increasing the
quantity and quality of traffic to your website through organic search engine results.
Quality of traffic. You can attract all the visitors in the world, but if they're coming
to your site because Google tells them you're a resource for Apple computers when
really you're a farmer selling apples, that is not quality traffic. Instead you want to
attract visitors who are genuinely interested in products that you offer.
Quantity of traffic. Once you have the right people clicking through from those
search engine results pages (SERPs), more traffic is better.
Organic results. Ads make up a significant portion of many SERPs. Organic traffic is
any traffic that you don't have to pay for.
How SEO works
You might think of a search engine as a website you visit to type (or speak) a question into
a box and Google, Yahoo!, Bing, or whatever search engine you're using magically replies
with a long list of links to webpages that could potentially answer your question
Here's how it works: Google (or any search engine you're using) has a crawler that goes
out and gathers information about all the content they can find on the Internet. The
crawlers bring all those 1s and 0s back to the search engine to build an index. That index
is then fed through an algorithm that tries to match all that data with your query.
Example of seo:
17. Affiliate Marketing Tools
Affiliate marketing is the idea of having regular people advocate your brand to drive sales; all you
have to do is pay them a percentage of every sale that they generate. It’s an effective channel
because people tend to trust friends and brand advocates more than they trust a company when it
comes to selling. Plus, you only pay for the sales that they generate.
CJ is one of the most popular choices for advertisers looking to get their product picked up and sold
by publishers. CJ has one of the largest networks of bloggers and its self-service platform makes it
easy to scale your affiliate marketing efforts.
VigLink is an incredible tool for affiliate marketing. The site has a massive database of content
provided by publishers which they scan in real-time and add links to relevant keywords they find. The
use of this type of contextual advertising makes it much easier to drive sales.
Example of affiliate marketing.
18. Advantages & Limitations of Digital Marketing
Today social networks affect our lives in all possible ways with digital marketing as an innovative
medium for businesses to promote their products and services. Marketing has always been the
biggestasset as well as liabilityfor all businesses In spite of geographiesanddemographics. Marketing
a brand encompasses a much bigger audience and platform nowadays.The digital media hasbecome
a standard marketing solution as every business owners desire to have strong online presence for
their organizations, there are abundant career opportunities for all digital marketing professionals.
The main advantage of digital marketing is to reach a wide range of audience at a faster
method as people spend a lot of their time searching the web.
It is the highly preferred choice as it is inexpensive to practice when opts to use internet as a
With so many digital mediumsyou can targetyour audience at a lower price.Radio,TV, yellow
pages and other publications can be costly compared to a digital marketing plan.
With digital marketing channels each conversion can be tracked. Analytics is the basic
measure for any marketing strategy and it enables fine tuning strategies faster and focusing
Digital practice requires less manpower which results in saving on costs and also requires less
logistics but with the essential requirements such as good internet connectivity, right
manpower and top of the line computing equipment.
It allows marketers to measure results at each step. Results are real time, so you don’t have
to wait to understand the performance of your campaign.
It lays lots of emphasis to engage the audience on real conversions. It’s important to make
your consumers feel connected with the brands they consume and help the consumers to
form a positive opinion about the brand by giving those best services.
With digital marketing consumers have the option to refuse or receive promotional material
as nobody likes to get promotional mails or phone calls at inconvenient times?
Each campaign can be reached regardless its geographical area whether it is targeted to a
specific audience or not and thus helps a brand to build a reputation.
It offers level playing fields for all businesses whether they are small or big. What really
matters is your service to your users and not the size of the business.
People from all around the world can have access to your business. With digital marketing we
have a chance to see our business in every part of the world by using only one marketing
campaign at a considerable cost. Exposure is one of the factor to turn your business in brand
by using platforms such as social media and get good returns.
User can get information much more than they need by browsing the internet about their
products they wish to purchase.
Presence on the internet can help the expansion of the company fromlocal marketto national
and international markets with infinite possibilities
If we use best strategy, we can get real time results in digital marketing. With this kind of
marketing it becomes easy to get our visitors in conversions.
Through internet it is easy for companies to know on the spot if their campaign is working out
Nowadays everybody have their online presence. So company can reach a wide audience
through digital marketing and there are more chances of getting profitable results.
& Limitations of Digital Marketing
With digital marketing we caneasily targetcustomers globally through any ofthe strategy but
the set up cost of the website is high to get a website layout attractive.
19. When it comes online you need to be careful about fraudulent activities and from spamming
also it is one of the prime challenges one has to face to prevent its confidential data being
Still there are many customers who are not aware of internet facilities and go for products on
store rather than buying it online.
It is easy to have outdated information on internet. Update timing is a critical issue here.
Nowadays it has become difficult for digital marketers to reach their targeted audiences
because of too much competition. They have to scramble hard to get better position for
optimum visibility of their advertising campaigns.
If we talk about social media, a single post or a tweet or any erroneous claim and negative
feedback about your products and services can ruin your internet reputation for a long time.
Digital marketing will not be taken seriously if not done professionally because it is important
to stay consistent and professional in whatever channel you are using for your campaigns.
Some customers have a tendency to simply ignore internet advertisements which will make
legitimate businesses lose valuable traffic.
Many people copy campaigns for fraudulent purposes as they easily copy trademarks and
logos and give erroneous and negative information about your brand, product or service to
Cash on delivery is also the main disadvantage as it doesn’t guarantee 100% cash back.
Keeping in mind the limitations it is much more effective and efficient and defines the future. With
businesses moving on to the internet, digital marketing is taking the lead.
Digital marketing in future
The advent of the digital marketing has opened up a novel landscape of doing business i.e. online
According to a survey- by 2017, India will havearound 600 millioninternetusers that ultimatelycreate
a fascinating business opportunity to sell services and products to a growing population of tech-savvy
internet users. Recently, booming prevalence of digital India campaign is also adding lots of new
flavors and fervors to the future of digital marketing in India. Growing startuptrend is another reason
that plays significant role in creating digital marketing scope in India. The most common problem
that startups face is lack of funds and digital marketing can rescue them as the most cost- effective
blessing in disguise. It is highly economical and equally powerful way of conversion-oriented
marketing. All the digital marketing maneuvers can also be quantified through. powerful digital
marketing tools like Kiss metrics, Google Analytics, Google Website Optimizer, etc. that make it one
of the most result-oriented modes of marketing. There are more than 900 private TV channels and
250+ radio stations in India, which make traditional marketing quite expensive and highly confusing
with lots of in-built vacillations. However, in today’s world of internet, Digital Marketing is the only
one and most guaranteed way of marketing, which is popularly being the most preferred space of
marketing communications and related interactions.
The Various tools that organization has can be used as a competitive edge against the
competitors. Competitive advantage is the edge and the ability of firm to provide superior
value to its target market as compared to competitors. As digital components are designed
20. as a whole, the organization is able to focus its efforts in all the communication elements
that create single, powerful brand equity.by.speaking.with.one voice. This single brand
message provides a competitive advantageto the company as the targetclearlyunderstand
that what the company is communicating.
Digital marketing strategies are essential to the company's strategic brand management
because digital marketing strengthens the interface between the organization's strategy
of brand identity and the target market's brand equity. The organization that uses IMC
strategies will be able to measure the brand awareness and brand image of its various
offerings. Specifically digital marketing strategies and brand identity are the most vital
parts of the company's overall brand equity strategy. The brand identity strategy of the
organization serves as a foundation for its overall digital marketing initiative and, for this
reason, accounts for to the firm's brand equity.
The History of Online Advertising
1994: The first banner ads appear
On October 27, 1994, the world of advertising was forever transformed by a small graphic
bearing the presumptive words, "Have you ever clicked your mouse right here? You will," in
a kitschy rainbow font. The age of banner ads had officially begun.
You can thank (or blame?) Wired magazine's former online off-shoot Hot-wired for
introducing the world to the enduringly ubiquitous banner ad. Hot-wired was a digital
publication, and it needed a way to generate revenue to pay its writers.
21. 1995 Displayads become increasingly targeted
As banner ads continued to gain popularity, advertisers became increasingly interested in targeting
specific consumer demographics, rather than just placing their ads wherever space was offered and
hoping the right people would see it. This led to the beginning of targeted ad placement.
ROI tracking tools begin to improve
Banner ads plastered the internet, but advertisers still didn't have a good process to determine if
these ads were actually driving tangible resultsfor their businesses. Marketers needed a wayto more
efficientlymanagetheir display ad campaigns across multiple websites and report on how users were
interacting with their ads.
Double clickemergedon the scene as one of the first ROI tools for banner ad campaigns.They offered
advertisers a new service called D.A.R.T. (Dynamic Advertising Reporting & Targeting),which enabled
companies to track how many times an ad was viewed and clicked across multiple websites.
The most impressive feature of D.A.R.T. was the fact that advertisers now had the abilityto trackhow
their ads were performing and make changes to a live campaign. Previously, advertisers needed to
wait until a campaign was completed before they could analyze the results and optimize their next
banner for better performance. If an ad was performing poorly, they were forced to wait it out.
DoubleClick’s success also gave rise to a new pricing model for online advertising Cost per impression
(CPM) previously, websites were paid a flat fee to host banner ads for a predetermined time period.
With improved ad tracking, banner pricing transitioned towards an ROI-based model.
Pop-up ads quickly rise and fall
It would be an understatement to say that pop-up ads suffer from a poor image problem. They've
been called internet's original sin and the most hated advertising technique and one of the original
developers has even apologized for creating the underlying code that unleashed them upon
unsuspecting web surfers. Even so, these much-maligned ads hold an undeniable place in the history
of online advertising. So who created the very first pop-up? Before you get your pitchforks and
torches out, you should know their intentions were good. Ethan Zuckerman then a developer for
Tripod.com, is widely credited with creating the code that enables pop-up ads to open up a new
Advertisers turn to paid search andpay-per-click
By this time, the web was expanding rapidly and users needed a better way to navigate the terrain.
With search engines steadily gaining popularity, advertisers looking to create ads that were more
targeted and less loathsome turned to sponsored search as the next digital advertising frontier.In
1999, GoTo.com -- an emerging search engine company that would later be acquired by Yahoo --
introduced the first pay-for-placement search engine service. Advertisers were given the opportunity
to bid for top search engine results on particular keywords. Despite some initial outcries that paid
searchwould lead to corrupt results, GoTo.com was able to monetize their searchengine through the
22. Link building
Link building (alternative spellings include link building and link-building) refers to the process
of getting external pages to link to a page on your website. It is one of the many tactics used
in search engine optimization (SEO). Building links is a difficult, time-consuming process as
not all links are created equal. A link from an authoratative website like the Wall Street
Journal will make a greater impact on a SERP than a link from a newly built website, but high
quality links are hard to come by. This guide will teach you how to build quality links.
Link building is important because it is a major factor in how Google ranks Web pages. Google notes
on their site that:
In general, webmasters can improve the rank of their sites by increasing the number of high-quality
sites that link to their pages.
Imagine that we own a site promoting wind turbine equipment that we sell. We're competing with
another wind turbine equipment manufacturer. One of the ranking factors Google will look at in
determining how to rank our respective pages is link popularity.
23. LinkBuilding Strategies: HowTo Get Other Sites Linking to You
Content Creation & Promotion - Create compelling content that people will want to reference
and link to, and tell people about it.
Submissions - Submit your news to press releases, submit your site to directories, etc.
Reviews &Mentions - Put your product, service, or site in front of influential bloggers.
Links from Friends & Partners - Get people you know and people you work with to link to your
they take a lot of time - Building out quality content and developing links from parties who may be
interested takes a long time. It also requires certain resources: good copywriters, man hours to
dedicate to the promotion of your goods or services, etc.
They're dependant on external forces - You're reliant upon sites you don't control. This means
you're unable to have a say in the quality of the linking page, the words they use to talk about your
product, or the specific pages on your site they link to.
Google ad words
Google AdWords is Google's advertising system in which advertisers bid on certain keywords in order
for their clickable ads to appear in Google's search results. Since advertisers have to pay for these
clicks, this is how Google makes money from search. This infographic will help you understand how
AdWords works, detailing the AdWords auction, bidding process and explaining importantfactors like
Quality Score and cost-per-click. If you're asking "How does AdWords Work?" this infographic is for
Howto advertise withGoogle AdWords
Businesses can advertise on Google by opening a Google AdWords account Learn more about how
to makethe most of Google AdWords hereOr follow the proven path to AdWords success in our "How
to Use Google AdWords" infographic.
Howdoes AdWords bidding work?
The actual position of your ad is determined by your ad rank (Maximum Bid times Quality Score). The
highest ad rank gets the 1st ad position. Your actual CPC will be determined by the ad rank of the
next highest ad below you divided by your Quality Score. The only exception of this rule is when you
are the only bidder or the lowest bid in the AdWords auction; then you pay your maximum bid per
click! AdWords bidding heavily penalizes advertisers who bid with low quality scores. Conversely,
those with high Quality Scores get higher ad ranks and lower CPC.