A quick overview of Social Media Marketing

Social media marketing is the process of creating content that you have tailored to the context of each individual social media platform in order to drive user engagement and sharing. Social media marketing is the use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic. This involves publishing great content on your social media profiles, listening to and engaging your followers, analyzing your results, and running social media advertisements.

The major social media platforms (at the moment) are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat. Social media marketing first started with publishing. Businesses were sharing their content on social media to generate traffic to their websites and, hopefully, sales. But social media has matured far beyond being just a place to broadcast content.

Nowadays, businesses use social media in a myriad of different ways. For example, a business that is concerned about what people are saying about its brand would monitor social media conversations and response to relevant mentions (social media listening and engagement). A business that wants to understand how it’s performing on social media would analyze its reach, engagement, and sales on social media with an analytics tool (social media analytics). A business that wants to reach a specific set of audience at scale would run highly-targeted social media ads (social media advertising). As a whole, these are often also known as social media management.

The Five Core Pillars of Social Media Marketing:

1. Strategy
2. Planning and Publishing
3. Listening and Engagement
4. Analytics
5. Advertising

Social media platforms are always evolving. When Facebook first started, people can only share text updates. Now, there are so many content formats such as images, videos, live videos, and Stories. Hence, social media marketing is always changing, too. Social media itself is a catch-all term for apps and sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages and media links with others. Facebook, meanwhile, is a full-blown social networking site that allows for sharing updates, photos, joining events, groups and a variety of other activities.

A Short Lecture on Google Video Ads By Kranti Gaurav from XLRI

Video ads are shown only to the people you want and you only pay when they watch. In other words, you won’t waste money advertising to people who aren't interested in your business.

A preview of video ads.

Get your ad live.

Once you create a video, you just need to set up a YouTube account and upload it. Then you can use Google Ads to start your campaign on YouTube. Your video will appear before or next to related videos or in search results.

Choose where your ad will appear.

Whether you’re trying to reach sports fans, music lovers, or anyone else, you can choose your audience based on age, gender, location, interests, and more.

Decide how much you want to spend.

Set your budget and use YouTube’s Analytics tool to see what’s working.

In Google Ads, you can create compelling video campaigns with a range of video ad formats to engage customers in different ways on YouTube and across video partner sites. Available video ad formats include: TrueView in-stream ads, TrueView video discovery ads, and bumper ads.

While video ad content must be hosted on YouTube, video ads can appear on YouTube and on video partner sites and apps across the Google Display Network, including on tablets and mobile devices (depending on your format and settings).

This article describes the benefits of video ads and compares the different video ad formats available. Explore the formats in detail below. You can also learn more about our policies and requirements.

TrueView video ads

With TrueView ads, you don't pay for random impressions or maybe-they-saw-its. You’re only charged when viewers watch or interact with elements of your video. There are two types of TrueView ads: in-stream and video discovery.

Benefits

It's a win-win: Viewers see videos they're curious about, and you get more views from an audience you know is interested. Because you choose what you want to pay for a view, you get the right audience at the right price. Unlike cost-per-impression (CPM) pricing, you won't need to pay every time your ad is shown.

Freedom to customize: You can also run videos longer than 30 seconds, so you can experiment with different formats. You can try longer product demos, customer testimonials, or a how-to video demonstrating your product in action.

Broad reach: TrueView ads can appear on both YouTube and other publisher sites in the Display Ads for desktop computers and high-end mobile devices. Note that video content for TrueView ads must be hosted on YouTube.

TrueView in-stream ads:

When should I use them?

Use this format when you have video content you'd like to promote before other videos on YouTube and across the Display Network.

How does it work?

Your video ad plays before, during, or after other videos. After 5 seconds, the viewer has an option to skip the ad.

Where can the Display Network ads appear?

TrueView in-stream video ads can appear on YouTube watch pages, on videos on partner sites, and apps in the Display Network.

​How will I be charged?

You pay when a viewer watches 30 seconds of your video (or the duration if it's shorter than 30 seconds) or interacts with your video, whichever comes first.

Which campaign goals allow in-stream ads?

Leads

Website traffic

Brand awareness and reach

Product and brand consideration (all)

Campaign created without a goal

TrueView video discovery ads:

This format is formerly known as “TrueView in-display ads.” 

When should I use it?

Use this format to promote a video in places of discovery, including next to related YouTube videos, as part of a YouTube search result, or on the YouTube mobile homepage.

How does it work?

Your ad consists of a thumbnail image from your video with some text. While the exact size and appearance of the ad may vary depending on where it appears, video discovery ads always invite people to click to watch the video. The video then plays on the YouTube Watch page or on your channel page.

Where can the ads appear?

On YouTube search results

Alongside related YouTube videos

On the YouTube mobile homepage

How will I be charged?

You’ll be charged only when viewers choose to watch your ad by clicking the thumbnail.

Which campaign goals allow video discovery ads?

Product and brand consideration

Campaign created without a goal

Bumper ads

Bumper ads are a short video ad format designed to allow you to reach more customers and increase awareness about your brand.

When should I use them?

Use this format when you’d like to reach viewers broadly with a short, memorable message.

How does it work?

Your bumper video ad is 6 seconds or shorter and plays before, during, or after another video. Viewers do not have the option to skip the ad.

Where can the ads appear?

Bumper ads can appear on YouTube videos, or on videos on partner sites and apps on the Google Display Network.

​How will I be charged?

You pay based on impressions. Bumper ads use CPM (cost-per-thousand impressions) bidding, so you pay each time your ad is shown 1,000 times.

Which campaign goals use bumper ads?

Brand awareness and reach

Campaign created without a goal

Outstream ads

Outstream ads are mobile-only (phones and tablet devices) video ads that play on partner websites and within apps.

When should I use them?

Outstream ads are a way of expanding the reach of your video ads on mobile, helping you reach more customers.

How does it work?

Outstream ads begin playing with the sound off. Users tap the ad to unmute. Advertisers are only charged when more than half of the ad screen space is shown for two seconds or more. The format is designed to increase your video reach at an efficient cost.

Where can the ads appear?

One video template can run across a variety of different mobile placements. For mobile web placements outstream ads appear in banners, while for mobile app placements they'll appear in banners, interstitials, in-feed, native, as well as in both portrait and fullscreen modes.

Outstream videos are mobile-only ads that appear on partner sites and apps on the Google Display Network. This ad format isn’t available on YouTube yet.

How will I be charged?

You’re charged for outstream ads based on viewable cost-per-thousand-impressions (vCPM), so you’ll only be charged when someone sees your video play for two seconds or more.

Which campaign goals use outstream ads?

Brand awareness and reach

Campaign created without a goal

Tip: Regardless of the video ad type you choose, it's recommended to add square and vertical videos to engage mobile customers.

Thank you so much Guys.

Stay Fit, Take Care & keep Smiling :-)

God Bless !!

Kranti Gaurav

XLRI Jamshedpur

Kranti Gaurav - The First Indian to receive 50+ Certificates of Achievement from Google

Despite being a student of XLRI, it was not very easy for me to crack Google Exams (a long list in the world of Digital Marketing) & become a Google Certified Professional. Honestly, I appeared in these exams just to test my knowledge, staying sharp & up to date in a Fast-Paced, Online World. I don't claim to be a SEO or PPC expert or Google Analytics expert just by cracking these exams. Getting yourself Google Adwords certified isn't easy and not hard also. You just need a good preparation. It took me around a year to complete the exams in Google Online Marketing Challenge, Academy For Ads, Google Digital Garage, Google Adwords, Google Analytics Academy, DoubleClick Ad Exchange, Google Digital Unlocked etc. I failed so many times before clearing around 1,500 complicated questions to receive these valuable certificates of achievement from Google. I've tried to define a small brief on Hard Work. I hope you'll like it & get motivated: 

What is hard-work? Firstly, it is important to define what hard work is, so that it can later be analysed. Hard work means not just working, but really giving our work our very best effort.

Work can be several things. It is sometimes used synonymously with employment. Or, work can be anything that requires effort such as housework or working on a relationship.

Hard work does not have to mean that we find work difficult, arduous or unenjoyable. Working hard can be something exhilarating and enjoyable which feels wonderfully rewarding.

The importance of hard-work.

Hard work is important for many reasons. Below are some of the main ones.

Getting things done: if we work hard, we can get so much more done. 

Positivity: giving something our very best effort is a wonderfully positive feeling. 

Discipline: working hard teaches us to develop our self-discipline. 

No regrets: if we know that we tried our best, we will not have to live with regrets. 

Enjoyment: hard work can actually be very enjoyable. 

Achievement: sometimes, we do not know all of the amazing things that we can achieve until we work hard. 

Required: hard work is often required from us – whether at school or university or when we are working on projects for our boss. 

Realizing our potential.
Earning more money.
Getting promoted as a recognition of our hard work.
Getting things done within allotted time.
Giving us a sense of satisfaction.
Helping our loved ones by working hard for them.

Thus, we find that Hard work pays off. It is necessary for: 

Realising our potential.
Earning more money.
Getting promoted as a recognition of our hard work.
Getting things done within allotted time.
Giving us a sense of satisfaction.
Helping our loved ones by working hard for them.

I must say Success is the result of perfection, hard work, learning from failure, loyalty, and persistence my dear Friends 👍

You guys can see my certificates on 

https://in.pinterest.com/krantigaurav/certificates-of-achievement-by-kranti-gaurav/

Stay Fit, Take Care & Keep Smiling :-)

God Bless !!

Kranti Gaurav
XLRI Jamshedpur

S.No.	Google Examinations
1	YouTube creative essentials
2	Activate customer-centric marketing
3	Prepare for a programmatic world
4	How to find mobile customers
5	Measure your customer-centric marketing
6	Remarketing lists for search ads
7	Programmable marketing basics
8	Do more with DoubleClick ad tags
9	Dynamic Search Ads
10	Measure mobile effectively
11	Customer Match
12	Google My Business Basics
13	DoubleClick Dynamic Creative Basics
14	Make engaging mobile messages
15	Choose the right mobile asset
16	Optimize your Bid Manager campaign
17	Fundamentals for audiences
18	Optimize bids and creatives in Ad Exchange
19	Video for Brand Basics
20	Optimize performance in Campaign Manager
21	Ad Exchange Brand Controls Basics
22	AdWords Display Brand Controls Basics
23	AdWords Video Brand Controls Basics
24	Display remarketing
25	Optimize performance in DoubleClick Search
26	Manage ecommerce with DoubleClick Search
27	Video in DoubleClick Campaign Manager
28	Bid Manager Brand Controls Basics
29	DoubleClick Search Mobile Basics
30	DoubleClick Bid Manager Basics
31	Mobile in DoubleClick Campaign Manager
32	Mobile in DoubleClick Bid Manager Basics
33	Campaign Manager Brand Controls Basics
34	Dig into programmatic and Ad Exchange
35	Dig into ad formats on Ad Exchange
36	Ad Exchange API Basics
37	DoubleClick Billing Basics
38	DoubleClick Studio Basics
39	DoubleClick Campaign Manager Basics
40	DoubleClick Ad Exchange Basics
41	Manage campaigns in DoubleClick Search
42	DoubleClick Search Basics
43	TrueView in DoubleClick Bid Manager Basics
44	Google Web Designer Basics
45	Digital Sales Certification
46	Google Analytics Individual Qualification
47	Mobile Sites Certification
48	AdWords Search Certification
49	AdWords Display Certification
50	Google Shopping Certification
51	AdWords Video Certification
52	AdWords Mobile Certification
53	AdWords Fundamentals
54	Google Digital Unlocked
55	Google Digital Garage