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ACKNOWLEDGEMENT

The internship opportunity I had at Aqugen Technologies was a great chance for me to grow and
develop as a professional marketer and I consider myself to be very lucky for being a part of it. I
am also grateful for all the experienced professionals I met during the course of this internship
who played a major role in my professional growth and development and would like to use this
opportunity to thank them for guiding me through this internship period.

Bearing this in mind, I would like to use this opportunity to express my deepest gratitude and
special thanks to Mr. Tarun Kumar (Co Founder), who in spite of his extraordinarily busy
schedule took out time to work closely with me, guiding and correcting me at every turn of the
course and bringing me on track whenever I lost the motivation to deliver the expected.
It is my radiant sentiment to place on record my deepest gratitude to my industry mentor Mr
Nilesh Gupta for sharing with me his valuable industry experience and guiding me throughout
the course of the project. I feel it as an honor to have learnt from his experience and
understanding of the industry.

Also not forgetting the whole hearted contribution of my faculty mentor, Dr. Divya Verma in the
successful completion of the project who guided and supported me through all the tasks at the
organization by correcting me for all my misdoings at the organization.
I perceive this opportunity as a big milestone in my career development and I strive to use the
skills and the knowledge that I have gained in the best possible way. I will continue to work on
their improvement in order to attain my desired career objectives.
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Contents

ACKNOWLEDGEMENT
.........................................................................................................................................................
1

LIST OF ILLUSTRATIONS
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3

ABSTRACT
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5

Types of online marketing

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5

OBJECTIVE......7
INTRODUCTION
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08

About The Company

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08

The Work Profile

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08

Limitations of the project

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10

Scope of the Project.......................................................................................................................11

PROJECT DESCRIPTION
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12

Search Engine Optimization

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12

What is SEO?
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12

Two types of SEO :

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19

On page SEO
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19
Off page SEO
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20
SEARCH ENGINE MARKETING
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25
Google Adwords and PPC campaigns
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25
Social Media Marketing
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49

What is Social Media Marketing?

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49

Instructions to promote on Facebook in 8 straightforward strides

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52

RESULTS
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59
LEARNING
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60

CONCLUSION AND RECOMMENDATIONS

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61
REFERENCES
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62
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LIST OF ILLUSTRATIONS

Figure 1Google Insights

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13

Figure 2Uber Suggest

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Figure 3Uber Suggest1

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Figure 4Keyword Planner

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Figure 5Keyword planner sign in

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Figure 6Keyword Planner Search

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Figure 7Keyword Planner Search 1

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Figure 8Keyword Planner results

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Figure 9allintitle
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18

Figure 10google adwords

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27

Figure 11google adwords1

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28

Figure 12adwords sign in

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31

Figure 13adwords campaign1

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31

Figure 14adwords campaign2

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Figure 15adwords terms1

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34

Figure 16 create adwords campaign

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35

Figure 17 create adwords campaign 1

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36

Figure 18 create adwords campaign 2

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Figure 19 create adwords campaign 3

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Figure 20 create adwords campaign 4

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Figure 21 create adwords campaign 5

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Figure 22 create adwords campaign 6

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Figure 23 create adwords campaign 7

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Figure 24 create adwords campaign 8

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43

Figure 25 adwords tabs 1

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Figure 26 adwords tabs 2

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Figure 27 adwords tabs 3

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Figure 28 adwords tabs 4

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Figure 29 adwords tabs 4

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ABSTRACT

The project involves doing online marketing for Aqugens Technologies 2 products- Dealhopp
and Mallhopp. Dealhopp is a coupons and discounts website with a content segment called
Lifeaholic. Mallhopp is an ongoing product of the company, expected to launch this December.,
Throughout the report I shall talk in context of Dealhopp, the techniques for online marketing
are discussed in a general way and can be applied to any product or category with some relevant
changes. Malhopp is a mall aggregator which shows information regarding different brand
stores, offers running in stores in different malls across India.

Online Marketing is the craftsmanship and art of offering items and/or administrations over
computerized systems, for example, the Internet and mobile phone systems.

The specialty of online marketing includes finding the privilege online marketing blend of
techniques that engages your objective market and will really decipher into deals.

The study of online marketing is the examination and investigation that goes into both picking
the online marketing systems to utilize and measuring the achievement of those procedures.

Types of Online Marketing

Search Engine Marketing - includes Search Engine Optimization (SEO) and Search Engine
Marketing (SEM). SEO is the process of tuning your business website so that it ranks higher in
the search listings when potential customers enter search terms that match your product
offerings. SEO is free. SEM is paid search marketing - for a (typically) pay-per-click fee, search
engines such as Google will display your ad when a user enters a search using one of your
keywords. SEM statistics can provide excellent feedback on the effectiveness of your ad, such as
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the click-through rate (the number of times your ad has been clicked vs the number of times the
page containing the ad has been viewed).

Search Engine Optimization - as the name suggests means optimizing your website for the
search engines so that whenever a person searches for on the search engine which is relevant to
your business, your website is right up there on the results.

Online Advertising - While there are still banner ads on the 'Net there are also other myriad
options available, from interstitials (web pages displayed before or after an expected content
page) through text ads. Different social media, such as Facebook, offer their own advertising
platforms. Learn more about how online advertising works.

Email Marketing - once you have built a subscriber email list of potential customers who may
be interested in your products or services, email marketing is a very effective way to get the
message out. You can keep them up to date with company news, upcoming events, and special
offerings. You can send out newsletters and customized product or service offerings specific to
the customers needs.

Social Media Marketing - social media platforms such as Twitter, Facebook, LinkedIn, Pinterest
are all opportunities for marketing online. Social media is a conversation - it requires active
participation rather than just posting ads for your products or services.

Mobile marketing - Phones are quick turning into the one thing that everybody conveys with all
of them the time, making instant messages and different types of portable publicizing the most
ideal approach to achieve your potential clients.

Blogging - having a business web journal is another approach to talk with your clients and keep
them educated about your items or administrations. A web journal can be utilized to give
exhortation and get valuable criticism.

Affiliate Marketing It is a sort of referral marketing, where you impart benefits to kindred
advertisers, in return for advancing each other's items.
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Objective
The project or the problem is to do online marketing for 2 products i.e. Dealhopp, which is a
coupons and discounts website and Mallhopp which is an ongoing product which will aggregate
all the malls and markets in various cities in the country.
1. Online Marketing for Dealhopp & Mallhopp
Keyword Research
Backlinks Creation
Search Engine Optimisation
Search Engine Marketing
Social Media Marketing

2. Data Collection for Mallhopp.

Primary Sources
Secondary Sources
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INTRODUCTION

About The Company

AquGen Technologies Pvt. Ltd. is a digital marketing company with expertise in performance
based advertising. It focuses on CPM, CPC, CPL, and CPI, Email marketing or any other
performance based services for both desktop and mobile inventory. With a network of local and
international publishers they have access to billions of ad impressions per month. Our team of
experts ensures: MAXIMUM ROI (cost of acquisition); OPTIMIZED PERFORMANCE; and
QUALITY TRAFFIC (multiple sources).

AquGen is a company of self-driven individuals who are self-starters and possess an

entrepreneurial spirit. It is this spirit that distinguishes us from other networks and helps us in
delivering value to our clients. Since people are the real strength of our business, we believe in
offering them the best opportunity to grow and develop their skills in all spheres of digital
marketing.

The Work Profile

The Online marketing department comes under AquGens first in house product Dealhopp.
Dealhopp is a coupons and content website. The content part goes by the name Lifeaholic. It
focuses on getting Dealhopps website and Lifeaholic, the content website, which is a sub
directory for Dealhopp, rank on the first page of Google. The work profile for SEO includes
keywords analysis i.e. analyzing the pattern of consumer searches on Google for various
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products and categories, creating coupons for these categories, publishing these coupons on the
website, applying SEO techniques to rank the page on Google.
The SEM part deals mainly with Google ad words i.e. pay per click (PPC) campaigns.
Campaigns for Patanjali, Titan, Motorola, Apple and many more are run on Google ad words.
We also are associated with Amazons and Flipkarts affiliate programs, wherein we are paid
commission for every sale made through our website or I should say our Google ads on Amazon
or Flipkart. We also have associations with various merchant websites.

The work also includes visiting different malls in Gurgaon, meeting mall managers and
collecting primary data from mall managers & secondary data from mall website and other
websites. Then on the basis of information gathered we did Search Engine Optimisation for
different malls so that our page rank higher on search engine results when a user enters keyword
for these malls.
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Limitations of the Project

Dealhopp and Mallhopp are both new products, hence ranking them on various search engines is
time consuming and requires patience. There is always a budget problem with startups. Running
the paid campaigns and competing with the giants in the industry requires some money to be
allocated to online marketing. No one in the organization was a professional or to say an expert
in the field of online marketing, hence inputs on the execution part were always less. Running
campaigns on Facebook couldnt be most profitable as we were third party running campaigns
for the clients on our account, hence many benefits of Facebook campaigns couldnt be availed.

Email marketing requires OP10 data i.e. obtained data which has information like the IP address
and the server Id making it a trusted data. Availability of such data was the biggest hindrance in
running email campaigns. In the present day, the articles and blogs which are published on
social media and other places on the internet provide information to people, however because of
the absence of an in house content team such dynamic articles werent possible, hence as much
traffic as we wanted on our blogs wasnt there.
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Scope of the Project

Both the products are new, as the domain age increases, and simply as time passes the results
will show. Organic traffic is a function of time, big time. More the money, more the campaigns,
more experiments, more learnings, more revenue, more profit. Period. An in house team for
online marketing and content marketing is the need of the hour. SEO,SEM, SMM run directly
for clients on their accounts, i.e. Aqugen can start acting as a service provider with respect to the
above mentioned services. Email marketing is a function of the database you have. OP10 and
Double OP10 database is what is accepted by some of the best web service providers like
Amazon Web Service, Mailchimp etc.
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PROJECT DESCRIPTION

Online marketing includes the following:

Search Engine Optimization

What is SEO?

In simple language SEO as the term itself suggests is to optimize your website for the
various search engines like Google, Bing, Yahoo and more i.e. whenever a person searches
for something(keywords) on the search engine which is relevant to your business, your
website is right up there on the results. There is a famous saying in our SEO industry that if
you want to hide a dead body, just hide it on Googles second page, because nobody visits
the second page.

So the main objective is to get your website on the first page itself so that people end up
clicking your link and visit your website. Google has a certain algorithm which defines the
rankings of all the websites, but it doesnt really talk about this. There are a number of
factors on which Google decides the ranks like the domain age i.e. how old the domain is,
number and quality of backlinks, the content quality and length, keyword density, sitemap
submission and what not.

Before you begin with the SEO, you have to create the content. So how is the content
created?

Start by keyword research, which is a 4 step process:

1) Think like a customer and come up with 4-5 keywords that you would use to search a
particular product or information.

2) Use google insights. Use the 4-5 keywords which you had thought of and type them in
Google. It will give you a list of suggestions. So for each keyword you will get 4-5 more
keywords.
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Figure 1Google Insights

3) Use these 20-25 keywords and one by one paste them in a keyword suggestion tool,
ubersuggest.org. This tool will give you a hell lot of keywords. You can expand every
suggestion to find more suggestions related to that keyword. Choose the relevant ones
and create an excel sheet of all the keywords that you have.
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Figure 2Uber Suggest

Figure 3Uber Suggest1

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4) Visit google keyword planner, after you have signed in, copy and paste the list of
keywords you have in the space named as your product or service set the location
accordingly and get ideas.

There would be times when you will have a big list of keywords and it will prompt to
ask you if you want suggestions, in such a case click Get Ideas, so that the keyword
planner gives you more suggestions.

Figure 4Keyword Planner

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Figure 5 Keyword planner sign in

Figure 6 Keyword Planner Search

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Figure 7Keyword Planner Search 1

Figure 8 Keyword Planner results

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Now that you have a list of 700-800 keywords, you need to pick out the best 5-10 keywords on
which we can rank. So to that you need to find the allintitle value of the keyword. We will select
those keywords which have a high search volume(Obtained through keyword planner) and low
allintitle value(see image to understand how allintitle is checked) Initially you will can check the
allintitle value for 100-150 keywords(which will consume time) but once you do this a couple of
times the next time you will be able to just see the keyword and tell wether it will have a low or
high allintitle value. Also stop when you get 5-10 keywords with the balance of search volume
and allintitle value even if you get this list by checking only 30 keywords or 50 keywords.

Figure 9 Allintitle
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Two types of SEO :

On page SEO-

a) Keyword in Domain name: Try to use the branded keyword in the domain name. In our
case this is already done. (dealhopp.com) (mallhopp.com)

b) Keyword in URL: Use the target keyword of the page in the pages url.

c) Keyword in title: Use the target keyword in the title and preferably it should be the first
word of the title.

d) Keyword in meta description: Use of keyword in meta description is suggested. However

the description should be such that it best describes that particular page.

e) Keyword in Header tag: Use the target keyword in the header tags

f) Keyword in subheadings: So you have one target keyword which you have already used in the
title tag and many more places. Google has grown to understand the users need and doesnt
anymore look for the exact match in your content. Using synonyms and other related
keywords will work too. So use such keywords in header tags(H2-H7. You already have a list
so make sure you use all the keywords from that list in the overall content of the page).

g) Keyword in content: It doesnt matter how many times you use your target keyword or
other keywords in the whole content, what matters now is how well you are meeting the
users need. So focus on that.

h) Keyword in image alt tag: The image alt tag is used to describe the image and is displayed
when the image cant load. Use keywords in the image alt text in a way to describe the image
and do not stuff all the keywords. The file name and the image title should also be such that it
describes the image. For example a titan raga watchs image should have a file name as titan-
raga, and title could also be titan raga for women.
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General On Page SEO factors:

a) Domain Age: It is an important factor. So focus on old pages of your website. Update
the information and or the content on these pages and make backlinks for these pages.
b) Use HTTPS

c) Page load time

d) Length of content: Your content doesnt have to be long, 700-800 words will do if you can
say all thats possible with less words.

e) Length of URL: Should be as short as possible and sensible.

f) Relevance of page: This is the most important factor. Your content should be relevant to
what the user is searching for.

g) Social shares: Share your content on social pages and try that other people share it too. Do
not forget to share on google+.

Off Page SEO

Off page SEO includes the creation of backlinks. Backlinks are nothing but votes a website gives
to your website or at least thats how google perceives backlinks to be. So more and the better the
backlinks, better are your chances of ranking and improving you DR and PR.

1) Technical errors in sites need to be fixed

a) Site loading speed (use Google's PageSpeed Insights)

b) Mobile friendliness (use Google's Mobile Friendly check)
c) Duplicate content (use Siteliner)
d) 302 redirects
e) Redirect chains
f) 404 errors
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g) Canonical errors
h) Duplicate META data
i) Incorrect uses of directives (noindex, nofollow, etc)

2) Backlinks : as the name suggest is creating links that point to our website. Earlier it was
about the quantity that mattered for google, the more backlinks you have the better you rank.
It is not so now. Google has and is still transforming itself into more like a human being.
How a customer would think, what a customer would want, is what matters the most to
google now.

Its about the quality of backlinks that you create and by that I mean creating backlinks on
relevant websites and on websites with high DA and PA values. Creation of backlinks is like
getting a vote from that website. You create a backlink on a website and when google crawls
to that website and sees the backlink to our website, it considers it as vote given by that
website to us. The more and the better the votes, the more the chances of winning i.e. ranking.
There are numerous ways of creating backlinks:

a) Article submission
b) Web 2.0
c) Social bookmarking
d) Directory submission
e) Blog Comments
f) Guest blogging
g) Forums
h) Wiki
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If you follow these 5 rules you will watch your site's organic traffic climb every month.

1) Keep it relevant

2) Let high authority websites be your friend

3) Focus on real websites with real traffic while creating your backlinks

4) Distribute your anchor text efficiently

5) Let your backlinks live in a clean neighborhood

The Process Of Creating Backlinks

Tiered link building is making a connection of areas and passing the separated Link juice to your
Money site/Business site. It can be further spread into 3 noteworthy parts to disclose it all the
more obviously to you i.e. Level 1/Tier 2/Tier 3 Links.

Level 1 Backlinks: Backlink, which specifically hits to your Money Sites/Business Site.

Level 2 Backlinks: Backlink, which specifically hits to your Tier 1 site.

Level 3 Backlinks: Backlink, which specifically hits to your Tier 2 site.

Level 1 Links are the backlinks which are made specifically for Money site.

Case: - If I make a Web 2.0 (kunal.tumblr.com), by distributed articles on it and building a

connection of my Money locales there which will be known as level 1 Link.
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Advantage: - Whatever connection squeeze this web 2.0 (ayush.tumblr.com) has, it will go to your
cash webpage.

Level 2 Links: Link working of Tier 1 connections is known as level 2 third party referencing.

Illustration: - Now in the event that I make couple of Social bookmarks of my Tier 1 i.e. Web 2.0
(ishan.tumbler.com) which I made in step first + I make few article catalogs of this web 2.0
(ishan.tumbler.com) so these social bookmark and article indexes will be called as Tier 2 Links.

In basic words, making more connections of Tier 1 [Step 1 (web 2.0)] is known as Tier 2
backlinks.

Advantage:- Link Juice from article registries and social bookmarks will be passed to Web 2.0
(ishan.tumbler.com) which implies Web 2.0 turn out to be all the more intense and subsequently
more connection juice will be passed to your Business webpage/Money website.

Level 3 Links: Tier 3 Links are the connections that are made for Tier 2 Links to support the level
2 joins.

Illustration:- Now, for level 3 joins, I'll make do Comment backlinks, Forum Profile joins,
Guestbook, Forum Posting and so forth to pick up connection juice from all sources to my level 2
Link (Example from Step 2 :- Social Bookmarks and article registries)

Benefit: We will get Link juice from all sources, so to make our level 2 Links all the more
capable. Once Our Tier 2 join turns out to be all the more effective, they will pass more
connection juice to our level 1 join lastly our level 1 Link turns out to be most capable and now
it'll pass all sifted join juice to Money Site and consequently there will be a Boom in positioning
of Money site.
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How to Build Tiered Links of site?

The following I'm characterizing the procedure that you can use for layered Link building (level
1/level 2/level 3). You can take after these system for your third party referencing procedures.

For Tier 1 Links: Social Bookmarking, Guest Posts, Web 2.0's, Article Directories, Backlinks
from Authority, Forum Profile Links, Social Profile Links.

Level 2 Links:- Wiki Links, Web 2.0's, Social Bookmark, Url Shortner, Comment Backlinks,
Social Signals, Web Directories, Article Directories.
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SEARCH ENGINE MARKETING

Google Adwords and PPC campaigns

What is Google AdWords?

Google AdWords is the absolute most prominent PPC promoting framework on the
planet. The AdWords stage empowers organizations to make advertisements that show
up on Google's web crawler and other Google properties.

AdWords works on a compensation for every snap model, in which clients offer on
keywords and pay for every snap on their commercials. Each time an inquiry is started,
Google delves into the pool of AdWords sponsors and picks an arrangement of champs
to show up in the significant advertisement space on its query items page. The "champs"
are picked taking into account a mix of components, including the quality and
importance of their keywords and promotion battles, and additionally the measure of
their watchword offers.

All the more particularly, who gets the opportunity to show up on the page depends on
advertiser's Ad Rank, a metric computed by multiplying two key components CPC Bid
(the most elevated sum a promoter will spend) and Quality Score (a worth that considers
your active visitor clicking percentage, significance, and greeting page quality). This
framework permits winning promoters to achieve potential clients at a cost that fits their
financial plan. It's basically a sort of closeout. The beneath infographic shows how this
sale framework functions.
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Directing PPC showcasing through AdWords is especially significant in light of the fact
that, as the most prominent web crawler, Google gets monstrous measures of movement
and in this manner conveys the most impressions and snaps to your advertisements.
How frequently your PPC advertisements show up relies on upon which keywords and
match sorts you select. While various elements decide how fruitful your PPC publicizing
effort will be, you can accomplish a great deal by concentrating on:

Keyword Relevance Crafting relevant PPC keyword lists, tight keyword groups, and
proper ad text.

Landing Page Quality Creating optimized landing pages with persuasive, relevant
content and a clear call-to-action, tailored to specific search queries.

Quality Score Quality Score is Google's rating of the quality and relevance of your
keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores
get more ad clicks at lower costs.
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Figure 10 Google Adwords

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Figure 11 Google Adwords1

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PPC Keyword Research

Keyword research for PPC can be incredibly time-consuming, but it is also incredibly
important. Your entire PPC campaign is built around keywords, and the most successful
AdWords advertisers continuously grow and refine their PPC keyword list. If you only
do keyword research once, when you create your first campaign, you are probably
missing out on hundreds of thousands of valuable, long-tail, low-cost and highly
relevant keywords that could be driving traffic to your site.

Managing Your PPC Campaigns

Once you've created your new campaigns, youll need to manage them regularly to
make sure they continue to be effective. In fact, regular account activity is one of the
best predictors of account success. You should be continuously analyzing the
performance of your account and making the following adjustments to optimize your
campaigns:

Add PPC Keywords: Expand the reach of your PPC campaigns by adding
keywords that are relevant to your business.

Add Negative Keywords: Add non-converting terms as negative keywords to

improve campaign relevancy and reduce wasted spend.

Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting
up your ad groups into smaller, more relevant ad groups, which help you create
more targeted ad text and landing pages.

Review Costly PPC Keywords: Review expensive, under-performing keywords and

shut them off if necessary.
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Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your
landing pages to align with individual search queries in order to boost conversion
rates. Dont send all your traffic to the same page.
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Figure 12 Adwords sign in

Figure 13 Adwords campaign1

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Figure 14 AdwordsCampaign2
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The terms in Google adwords and what they mean:

Budget: The total budget you want to spend in a day on your campaign. You can set
separate budgets for each campaign.
Status: Whether the campaign is enabled, paused or removed. Campaign Type: Display
with search or just search or just display.

Clicks: The total number of clicks on the campaign/ad group/ad/keyword Impressions: The
total number of times your ad was displayed

CTR: Click through rate defines the ratio of clicks to impressions Average CPC: The
average cost per click you are being charged. Cost: The total cost(Clicks*average cpc)

Average Position: The average position of your ad.

Quality Score: It is a score out of 10 for every keyword. The quality score is better if the ad
and the landing page is optimized for that keyword. You can optimize by using the
keyword in the ad content and by using the keyword in the content on the landing page,
which also includes image alt text.
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Figure 15 Adwords terms1

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How to create a campaign

a) Click on add campaign and select the type of campaign you want to select. Search with
display, only search etc.

Figure 16 create adwords campaign

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b) Fill in the campaign name, select all features. For example the campaign name could
be Titan Watches.

Figure 17 Create Adwords campaign 1

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c) Fill in the locations. You can also select the device type where you want to display your
ad. By default the ad is displayed in all the devices. You can even set different budgets
and bid, which we will see a bit later.

Figure 18 create adwords campaign 2

d) Then in the bidding section select manual bidding as we want to set the bids on our
own. Set the budget.
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Figure 19 create adwords campaign 3

e) Then you have the option to ad extensions to your ad:

Location- You can add location of your business. For this you have to add your business on
Google, which will then be verified and only then can you use it.
Site links: You can add site links which are extended links to your ad directed to some
specific page on your website.

Call: You can add a phone number to call with your ad App: App installs can be promoted
using this extension

Callouts: Descriptive text like 24hr customer support or free delivery can be added
with your ad.
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Structured Snippets: extensions that highlight specific aspects of your products and
services.

First choose a header that best summarizes the nature and variety of your products and
services. Then add at least 3 details related to this feature or service that youd like to
highlight.

For example, if amenities are relevant to your business, your extension could show
"Amenities:

Free WiFi, Pool, Hot Breakfast. These snippets appear below your ad text and help
people learn more about your business, and how it might meet their needs during a
search.
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Figure 20 create adwords campaign 4

f) Add the schedule i.e. the days and time of day you want your campaign to run.

Figure 21 create adwords campaign 5

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g) An ad group contains one or more ads and a set of related keywords. For best results, try
to focus all the ads and keywords in this ad group on one product or service. Fill in the
name for ad group. For examplethe ad group name could be Titan Men so that this ad
group contains keywords related to titan watches for men. You can create more ad
groups like titan women to accommodate keywords relevant to titan watches for
women.

Figure 22 create adwords campaign 6

h) Create your ad. Fill in the headlines and description for the ad. The content of the ad
should be relevant to what the campaign is about and also related to the landing page or
the final url where your ad is going to redirected.
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Figure 23 create adwords campaign 7

i) Add keywords. You can use google keyword planner to add keywords. In keyword
planner you also can see the competition and the estimated bid(which is very hyped).
But based on this you can select a group of 10-15 keywords which you can add. Click
save and continue.
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Figure 24 create adwords campaign 8

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j) There are a few tabs which you can use:

1) Settings: You can use this tab to make changes in the campaign. You can change your
campaign type, adjust bids based on devices, the bids and budget, add extensions,
schedule and more.

Figure 25 adwords tabs 1

2) Ad Groups: You can view how your different ad groups are performing, and make
changes accordingly. You can add more keywords to the adgroups or pause the non
performing ones. One should consistently keep adding/removing keywords from the
adgroups.
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Figure 26 adwords tabs 2

3) Ads: You can see your ads in a particular campaign.

Figure 27 adwords tabs 3

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4) Keywords: See all the keywords in your campaign

Figure 28 adwords tabs 4

k) As we had learnt in the beginning, the cost per click incurred is a function of the ad
rank(which is a function of quality score and max cpc) of the bidder below us and our
own quality score. Since it is difficult for us to estimate the max cpc of other bidders,
we can control how much cpc we incur by improving our quality score. So focus on the
quality score. Analyse the better performing keywords and optimize your ad and the
landing page for that keyword by using the keyword in image alt text and in the ad
description and/or headings. Since the CPC is inversely proportional to the quality
score, the better the quality score the less we incur as cpc.
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l) While you analyse your campaign(s) everyday, pause the non performing keywords.
The definition for non performing keywords could be different for different campaigns.
A cost per sale campaigns non performing keyword would be something like price
titan watches as the person searching the price might not want to buy the watch. Such
keywords might give you clicks, however they will not convert into sale which is the
sole purpose of your campaign. Hence it would a non performing keyword.Such
keywords need to be paused.

m) We can use negative keywords to help prevent click burn. For example titan bakery
can be set as a negative keyword as someone searching titan bakery is looking for the
bakery and not for the titan watch, and still ends up clicking our ad ,its a waste of
money for us. Hence by adding titan bakery as a negative keyword, we can be assured
that for this keyword our ad wont be displayed.
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Figure 29 adwords tabs 4

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Social Media Marketing

Social media marketing can empower little business hoping to facilitate their scope to more
clients. Your clients are connecting with brands through social media, along these lines, having a
solid social media promoting arrangement and nearness on the web is the way to take advantage
of their advantage. On the off chance that actualized accurately, promoting with social media
can convey striking accomplishment to your business.

What is Social Media Marketing?

Social media showcasing, or SMM, is a type of web advertising that actualizes different
social media systems with a specific end goal to accomplish promoting correspondence and
marking objectives. Social media showcasing fundamentally covers exercises including
social sharing of substance, recordings, and pictures for promoting purposes, and also paid
social media publicizing.

Social Media and Marketing: Start With a Plan

Before you start making social media advertising effort, consider your business' objectives.
Beginning a social media advertising effort without a social methodology at the top of the
priority list resemble meandering through a woods without a guideyou'll just wind up lost.

Make a social media advertising arrangement and conceptualize about your objectives: what
are you wanting to accomplish through social media promoting? Who is your intended
interest group? Where might your intended interest group hang out and how might they utilize
social media? What message would you like to send to your crowd with social media
advertising?
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Social media advertising can help with various objectives, for example,

Expanding site activity

Building changes
Raising brand mindfulness
Making a brand personality and constructive brand affiliation
Enhancing correspondence and connection with key gatherings of people

Just by building up your objectives would you be able to quantify your social media ROI.

Here are some social media showcasing tips to keep you in good shape over all your
social media battles.

Arranging As talked about beforehand, constructing a social media advertising

arrangement is key. Consider catchphrase research and conceptualize content thoughts that
will intrigue your intended interest group.

Quality written substance makes all the difference Consistent with different territories of
internet advertising, content rules ruler with regards to social media showcasing. Ensure you are
putting forth significant data that your optimal clients will discover fascinating. Make an
assortment of substance by executing social media pictures, recordings, and infographics
notwithstanding exemplary content based substance.

Predictable Brand Image Using social media for showcasing empowers your business to
extend your image picture over an assortment of various social media stages. While every stage
has its own particular one of a kind situation and voice, your business' center personality ought
to stay predictable.
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Blog Blogging is an incredible social media advertising instrument that gives you a chance
to share a wide cluster of data and substance with perusers. Your organization online journal
can likewise serve as your social media advertising blog, in which you blog about your late
social media endeavors, challenges, and occasions.

Joins While utilizing social media for advertising depends fundamentally on your business
sharing its own one of a kind, unique substance to pick up supporters, fans, and enthusiasts, it's
likewise incredible to connection to outside articles too. On the off chance that different sources
give awesome, profitable data you think your intended interest group will appreciate, don't be
bashful about connecting to them. Connecting to outside sources enhances trust and
dependability, and you may even receive a few connections consequently.

Track Competitors It's generally imperative to watch out for contendersthey can give
profitable information to watchword research, where to get industry-related connections, and
other social media showcasing understanding. On the off chance that your rivals are utilizing a
specific social media advertising strategy that is by all accounts working for them, do likewise,
however improve!

Measure Success with Analytics You can't decide the achievement of your social media
showcasing techniques without following information. Google Analytics can be utilized as an
incredible social media advertising device that will help you measure your triumphant social
media showcasing procedures, and also figure out which systems are in an ideal situation
surrendered. Append following labels to your social media showcasing effort so you can
appropriately screen them.
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Instructions to promote on Facebook in 8 straightforward strides

With these 8 stages, you'll have the capacity to characterize your goal, focus on a group of
people, set a financial plan, and place your promotion. On the off chance that 8 stages sounds
like a considerable measure, you're in good fortune! Simply skip ahead to our reward area to
figure out how would everything in 2 ticks with our new promotions device.

Step 1: Create a Facebook business page

While making a Facebook Page, a critical stride is deciding the class of the Page. Picking the
proper class that best depicts the way of your business will individuals discover your Page on
the system less demanding. The class name is shown on your Page, so it's one of the
principal things a client sees when they visit your image on Facebook.

1. Go to facebook.com/pages/make
2. Then pick a page classification
3. Click Get Started and take after the on-screen guidelines

*Keep these best practices as a primary concern while making a Facebook page

Fill out your page data in full detail

Include a relevante Facebook profile photograph and also an imaginative
Facebook spread photograph
Have a Facebook page procedure
Use this Facebook Page Template

Step 2: Create objectives for your Facebook advertisements

While making your objectives for your Facebook advertisements, ensure your objectives are
S.M.A.R.T. objectives. This implies your objectives should be particular, quantifiable,
feasible, applicable, and time-based. Making these sorts of objectives for your Facebook
advertisements will help you accomplish a superior rate of profitability.
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For instance, an objective can be: Acquire 100 registrants for the forthcoming Home
Improvement Conference in 2 months. This objective will now control your Facebook
advertisement system and help you pick the right sort of Facebook promotion.

Step 3: Choose a goal for your battle

Since you have made your Facebook Page and have objectives for your advertisements, you
can now go into the Facebook Ads director and pick a goal for your promotion.

On the off chance that you will probably secure registrants for an up and coming occasion,
the Facebook promotion target you would pick is to "Raise participation at your occasion."
Or on the off chance that you need to drive individuals to your online journal, then you
would pick the goal, "Send individuals to your site."

Step 4: Choose your intended interest group and promotion spend

Tweak your intended interest group:

This progression is essential in setting your Facebook promotion up for achievement. You
can target promotions taking into account area, age, sexual orientation, dialect, interests,
and conduct. You can assist modify by making custom crowds to contact individuals who
definitely know your business, or to expel them from your promotion's intended interest
group so you can contact new individuals on Facebook. These custom gathering of people
can be made through a client list, site movement, or application action.

Pick your financial plan:

After you're done picking your intended interest group, you can then pick the amount you
need to spend on your promotion. Ensure your promotion spend is productive and viable.
The advertisement spending you set is the most extreme sum you need to spend. In the event
that you have an everyday spending plan, the sum you enter will be the most extreme sum
you'll spend every day. In the event that you do lifetime spending plan, the sum you enter is
the most extreme you'll spend amid the lifetime of your advertisement.
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Pick your goal:

1. Choose to offer for a goal: snaps or impressions. This will decide how you will pay
and who your promotion will be served to. For instance: on the off chance that you
streamline for the Page like goal, you'll be charged when your advertisement is
appeared to individuals who may be more disposed to like your Page.

2. Choose when you need your advertisement to keep running under promotion
booking. In the event that you pick the lifetime spending course, you pick particular
hours and days of the week when you need your promotion to run. Running your
promotion on a calendar is the most productive approach to spend your
advertisement spending plan astutely; this implies you are just serving your
promotion when your intended interest group is in all likelihood on Facebook. For
instance, on the off chance that you focused on a particular area, you need to ensure
you're planning your advertisement when they are alert, this will permit you to
ensure your promotion will be seen by the general population you need to target.

Step 5: Choose how you need your promotion to look

The genuine making of the advertisement is the fun piece of promoting on Facebook. Pick
your pictures, feature, body content, and additionally position of the real promotion. You can
have up to 5 pictures, and the feature content must be 25 characters.

Remember that on the grounds that your feature is so short, your duplicate must be
sufficiently captivating for individuals to need to tap on it. Alongside the feature, there is
likewise message that will go with the post. This must be 90 characters in length, which
implies your duplicate needs to viably and briefly depict what the substance is about
(consider it as a better than average Tweet!).
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Ultimately, you have to pick the position of your Facebook advertisement. Pick whether
you need it on individuals' desktop news encourage, portable news nourish, right segment,
or group of onlookers system.

Step 6: Place your request

Once you're prepared for your promotion to be checked on, snap on the green catch that
says Place Order, situated on the base right-hand corner. You'll get an email from Facebook
once your advertisement has been looked into and affirmed.

Step 7: Create a Facebook promotions report

Since you have made your Facebook promotions, it's imperative that you provide details
regarding the achievement (and disappointments) of your Facebook advertisements.
To make a report on your Facebook Ads go to this beginning site.

1. Go to Ads Manager and snap Reports in the route. You'll naturally see information
from the default report brought General Metrics in the course of the most recent 30
days for your dynamic battles.
2. Modify the measurements you find in your report and afterward tap the blue Export
catch on the upper right section to download your report.

Other Tasks

1. Email Marketing:

Email marketing is, basically, utilizing the instruments of email to convey publicizing
messages. By far most of Internet clients have email accounts which permit them to get a
practically boundless number of messages right away. As indicated by a study directed by
Pew Internet, 82% of U.S. grown-ups utilize the Internet, and email is one of the quickest,
least expensive and most effortless routes for advertisers to interface with clients.
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There are many diverse organizations which offer email administrations. Advertisers
can help the achievement of their crusades by focusing on the most prevalent.

Email is a strikingly adaptable apparatus that can suit an extensive variety of messages.
Advertisements can be entirely straightforward, or they can be gaudy, media bundles. The
tasteful of the advertisement will rely on upon the organization and the item available to be
purchased. A few promotions are just content while others incorporate pictures, video, and
not insignificant arrangements of connections.

Email can oblige any message an advertiser needs to send. Case in point, UrbanDaddy.com,
a nightlife site, ran a very effective email marketing effort by including vast, eye getting
pictures in the header of the email. The pictures were designed for a youthful male
demographic and gave the email connection. They urged the peruser to look down and
connect with the business messages contained in the body of the email.

One of the best focal points of email marketing is that it permits advertisers to send focused
on messages. Print, radio and TV promotions are communicate aimlessly and much of the
time achieve shoppers who have no enthusiasm for the item advertised. However, email
marketing permits organizations to tailor certain advertisements to specific clients. In the
event that a client has looked for a brand of shoes previously, organizations can email them
coupons for that same brand realizing that they have effectively communicated an interest.

Organizations can choose to deal with their own particular email marketing effort or they can
browse more than 100 unique organizations who offer email marketing administrations.
These administrations give simple programming instruments that permit organizations to
deal with their email records, plan advertisements, and track how frequently they are gotten
to. Bigger organizations that convey many day by day emails to a huge number of various
clients frequently utilize email marketing administrations to deal with the procedure.
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The email marketing industry has detonated in the course of the most recent 15 years. In
2011, organizations burned through $1.51 billion on email marketing endeavors. With a
specific end goal to take advantage of this development, various organizations have begun
to give email marketing administrations to organizations extensive and little. The
following are the absolute most famous suppliers.

Amazon Web Service Benchmark Email

Steady Contact Mailchimp

GetResponse Mailgen

Types of Emails:

Email Newsletters These are customary emails that are sent to a rundown of supporters
who have gotten redesigns from an organization. Pamphlets for the most part don't have
express deals messages, yet attempt rather to fabricate a relationship between a client and a
brand. They regularly have a conversational tone and contain news and data that will hold
any importance with the client. The objective is to keep a client associated with an
organization notwithstanding when they are not purchasing anything.

Value-based Emails These are emails that are conveyed after specific activities trigger
them. At the point when a client purchases an item or reserves a spot, emails are conveyed
affirming that exchange. They legitimize online business by giving clients an approach to
demonstrate they have purchased something. Value-based emails regularly additionally
contain new deals messages. Contemplates have demonstrated that value-based emails are
opened 51.3% of the time, while pamphlets are just opened 36.6% of the time. Realizing that
they have a hostage crowd, advertisers will regularly attempt to embed new attempts to close
the deal into emails that are not unequivocally to sell. For instance, carrier reservation emails
regularly inquire as to whether you might want to redesign your seat for an expense.
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Direct Emails - These are utilized to illuminate clients about new items, deals and unique
offers. They furnish clients with direct data about items and more often than not give a
connection or another simple route for clients to get to the item. They are like the coupons,
inventories, and deals pamphlets that used to be sent through the mail station.

Affiliate Program: It is one of the most seasoned types of marketing wherein you allude
somebody to any online item and when that individual purchases the item taking into
account your suggestion, you get a commission. This commission changes from $1 to
$10000, contingent upon what item you are advancing.
This commission fluctuates from $1 to $10000, contingent upon what item you are
advancing.
So how do organizations track the record of who is sending the movement and making the
deals? The straightforward answer includes a following URL, which is a novel connection
given to you by the associate organization or item organization.
This URL is utilized to monitor all the movement and deals you are making by means of
your site or other limited time strategies. Numerous antiquated offshoot programs permit a
purchaser to include the email or referral points of interest with an end goal to represent
partner deals, yet this is surely not the most ideal approach to track progress.
Numerous online organizations who offer items, for example, shoes, web-facilitating space
or any administration, offer a subsidiary system. You can essentially agree to the project
and get your extraordinary following connection. Presently, at whatever point you are
expounding on the item, you can just utilize this uncommon following associate connection
to prescribe the organization's site, and if your perusers purchase anything, you will get a
commission.
Each subsidiary system has a set TOS. For instance, a significant number of them offer a 60
-day treat period, which implies that if a guest uses your extraordinary offshoot connection
to arrive on the business page of the site and as opposed to purchasing today, he purchases
sooner or later inside the following 60 days, you will be qualified for the business
commission.
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RESULTS

Dealhopp now rank on the first page for a total of 127 keywords and within the first 3 pages
in a total of more than 600 keywords. Considering the fact that we have around 150 pages in
our website, that's a good start. We have a total of live quality 10k backlinks; I started off
with less than 200 backlinks 4 months back. We have a 2k + referring domains, a very
important factor for ranking on search results. Our Alexa rank has gone down by almost 5
crores.

Dealhopps organic traffic was 100 visits per month. Now our overall traffic on the website is
more than 2500 visits a day. The revenue generated from affiliate program through Google
adwords and Facebook and email was a total of 15 lakhs in 4 months. The total network
profit was around 2 lakhs in 4 months through direct client campaigns from 1MG, Netmeds,
Patanjali.

The average reach of Lifeaholics posts on Facebook was 2k per week and average
engagements on the posts were 400 per week. We have gained detailed knowledge of the
various online marketing techniques, Google analytics and more about the industry and about
managing a product.

As far as Mallhopp is concerned, it is a new product. It is in development stage and we have

already made a database and applied different digital marketing tools so that Mallhopp can
be launched with a bang. Mallhopp is expected to launch in December 2016. We have
applied some SEO techniques to Mallhopp.
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Learnings

Our experience at Aqugen Technologies was very good. We were able to apply all the
theoretical knowledge, which we have gained, in an organization setup. We learned about
Digital Marketing as a new and emerging field. We learned and understood and applied
various SEO concepts. We learned about Google Adwords and Campaign Management and
how to use Google Adwords to increase sale of a product, how to target customers and attract
them. We also learned about various ranking factors and how to rank keywords and pages
through various SEO techniques. We learned how to work in an organic structure, how to
work in an organizational environment, learned about organizational culture, learned how to
handle stress. We understood some basic Wordpress fundamentals. We learned how to build a
process and schedule various tasks. We got exposure of an office environment and learned
how to handle pressure. We learned how to use Google search for different set of searches
efficiently & effectively. We also talked to different mall managers and got to know about
how the mall is managed and how the mall events are marketed.
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CONCLUSION AND RECOMMENDATIONS

We were successful to an extent in terms of online marketing for Dealhopp and Mallhopp. The
coupons and discounts industry is highly competitive and for a new player, Dealhopp showed
positive results in terms of SEO. The paid campaigns on Google Adwords and Facebook were
definitely the highlight of the project. The Cost Per Click we incurred was much less than the
industry standards for campaigns/clients like Titan, 1MG, Patanjali, Netmeds, Mobile phones
category on Flipkart and much more.

The social media is something we could never crack. I believe there is no right answer when
one talks about Social Media Marketing. Its all about the money and more importantly your
content. If we talk about Facebook, we did run cost effective campaigns and Lifeaholics post
which were promoted did well when we put in some money. So to conclude social media
marketing can be helpful for you if you can create quality content and have money in your
pockets.

The Email Marketing is one field which can be explored more if we talk about this project. The
need is of a good quality database large in quantity, and we will be good to go. Again the content
is the most important in email marketing too.

Our content part was weak and didnt function to our expectations. The need is to hire in house
content writers who can create content based on the current trending topics, because people
visiting the social media want to be updated about whats happening in the world all the time
and what are the different opinions on the topics, one wants to see both sides of the story before
deciding which one to support.
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REFERENCES

1. Nathan Gotch, 2016, How to make backlinks in 2016

[https://www.gotchseo.com/backlinks/]

2. Harsh Agarwal,2016,What is Affiliate Marketing And FAQ

[http://www.shoutmeloud.com/what-is-affiliate-marketing.html]

3. Marketing-Schools.org,2016, Email Marketing [http://www.marketing-

schools.org/types-of-marketing/email-marketing.html]

4. Neil Patel,2016,Online Marketing Made Easy: Step-By-Step Guide

[http://neilpatel.com/what-is-online-marketing/]

5. WordStream,2016,Social Media Marketing For Small Business

[http://www.wordstream.com/social-media-marketing]

6. WordStream,2016,What is Google Adwords, How the Adwords Auction

Works. [http://www.wordstream.com/articles/what-is-google-adwords]

7. WordPress Tutorial - How To Create A WordPress Site

[https://www.siteground.com/tutorials/wordpress/]

8. SEO Tools - Search Engine Optimization Tools [www.webconfs.com]