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How a simple change of http to https increased the trust factor of our client by 100%?




Nobody could have thought that a small thing like changing HTTP to https could drastically change the way the users see or perceive your website. If you owned an e-commerce website, you would already be familiar with the term https. It is a must in the case of an e-commerce website as users have to share some very crucial information like credit card details on such websites to finish a purchase. But what if your website is just informational or educational in nature? Do you still need https? I mean you aren’t asking for any important details from your users, all you are doing is just sharing some free information with them. It doesn’t feel like you need to switch to https from http. But, that’s not the case anymore and this case study might help you in understanding this.

Case Study: HTTP or HTTPS

Now, https version of a website has become so important even for those businesses who don’t own an e-commerce website. Even if you think that your users should not have any fear of their important information falling in the wrong hands and being misused. But the times have changed, and so has the google algorithm. Now, having an https website is one of the many factors on the basis of which Google ranks your website. This doesn’t give you much option to ignore installing this security certificate for long as you did before. You have to do what Google asks you to do, otherwise, you’ll lag behind in this fast-changing digital world.

Here is a small case study to show you the importance of this small change. One of our clients came to us with a problem of poor conversions on their website. They said that they are getting the traffic but it’s still not leading to as many conversions as they calculated. Our research team was assigned this task to figure out why it’s happening. They started their analysis of the website and realised that the client has still not started using https version and it was one of the reasons why they were not able to convert many eligible leads.

Without much delay, we installed Secure Socket Layer (SSL Certificate). The presence of it ensured that our client’s website is safe and secure and the information that will be received and sent will be encrypted. This, in turn, increased the trust factor of their users. With this one installation, their problem was solved. The results were improved. The conversion rate was changed.  And most important Google stopped showing the red warning sign “Website Not Secure” on their website which was majorly responsible in scaring away their clients. An https website made sure that their users feel like their information will not be misused. Consequently, the users didn’t even think twice before filling out any web form which they were earlier avoiding to do out of fear. This one change helped our client from the loss of many prospective clients.

To summarize, the benefits of having https website are –

  • Improved Google Ranking
  • Increased Trust Factor
  • Change Brand’s Perception
  • No Google Warning Sign
  • Increased Sales
  • Better Conversion Rate
  • Less Bounce Rate
  • Safer Transfer of Information

Are you in need of an https website? Please contact us so we can help you improve your website as well.

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How to set up Google Ads? (Easy Step by Step Tutorial)






Here is the easy step by step tutorial for setting up your first Google Ads, earlier known as Google Adwords. Setting up Google Ads is divided into three major steps –

  1. Setting up your Google Campaign
  2. Setting up your Google Ad Groups
  3. Setting up your Google Ads

How to Set up Your First Campaign?

Campaign Settings

Step 1) Goal

Google Adwords Goal

The first thing that you have to do before you start your Google Adwords campaign is to identify your goal. It can vary according to the type of your business and what are your expectations from that. Few of the goals Google Adwords provide are Increasing Sales, Leads Generation, Website Traffic, Product & Brand Consideration, Brand Awareness and Reach and App Promotions. You can learn more about these on our last blog “Confused About Which Google Adwords Goal to Select?”


Step 2) Campaign Type

Google Adwords generally shows you 2 to 4 campaign types dependent on the goal you have selected. These four campaign types are Search, Display, Shopping & Video. If you have selected leads generation as your goal, you might see all 4 types, if you have selected increasing sales as your goal you might see just Search, Display & Shopping. Let’s try to understand the purpose of each –

  1. Search

    If you want to show your ads on Google search and Google search partners, this is what you want to select. The ads are generally text ads. Google Search Partners are those companies who have partnered with Google to show your ads. These include Google search websites like Google Shopping, Google Maps, Google Images, and others. These also include AOL, search directory pages and even product pages on Walmart, Amazon, eBay and many other partner websites.

  2. Display

    These are visually vibrant and striking ads. They also include images in addition to the text. These ads are generally shown across web including in app and in store.

  3. Shopping

    These ads are shown on Google search and also on Google Shopping. These are meant to increase the sales both online and in store.

  4. Video

    These are the ads in the form of videos that allows you to show more information about your product and increase your conversion rate.

Step 3) Ways to Reach Your Goal

There are 4 options available for this and you are allowed to select more than one here.

  1. Website Visits
  2. Phone Calls
  3. Store Visits
  4. App Downloads


Step 4) Campaign Name

You have to give a campaign name here like ‘Campaign Growth’.


Step 5) Network

It generally shows two types of network that will be used for your campaign-

  1. Search Network

    Your ads will be shown on Google Search. It also gives you the option to include Google Partners.

  2. Display Network

    Yours ads will be displayed on a big network of websites across the internet. These ads will be shown when a user is browsing any of these partner website, or is watching a video, or is browsing apps. There are over 3 million sites as Google Display Partners with reach to over 90% internet users (according to Google.)

The only thing that we have to choose here is whether we want to include even search partners and display partners. My advice for this section is try all the possibilities here to see which one is giving the best results.


Step 6) Location

You can choose here where you want to show your ads. It can be worldwide, or in just one country, or in just one small part of a country. It also lets you add or exclude cities and countries if you want.


Step 7) Language

Select the language you want to target.


Step 8) Audience

8a) This will let you decide what type of audience you can have for your campaign. You can select it on the basis of various options like –

  1. Who they are (detailed demographics)

    You can specify the demographics here to target the right user who will be interested in your services.  You can narrow down your audience on the basis of their parental status, marital status, education and home ownership status.

  2. What they are actively searching or planning (in market)

    It helps you in selecting the right type of in-market audience. You can select any of the various options provided here about what your audience is actively searching on the internet like baby products, travel or any other thing.

  3. How they’ve interacted with your business (remarketing)


    It’s about remarketing. We will learn about it later.

8b) Next we halve to decide how do we want to target the above specified audience

Audience Targeting Settings

Google AdWords provide two ways for that Targeting and Observation. Here is the difference –

  1. Targeting

    This setting lets you decide who you’d like to reach with your Google ads or where you’d like your ads to show on the internet. It narrows your audience and thus restricts your reach. It was earlier known as Target & Bid. If you select this option, Google will display your ad only to the audience you specified or the in market audience you just defined.

  2. Observations

    This setting lets you monitor how your ads are performing for your selected audience, placements and topics. It’s also known as Bid Only. If you observe that your selected in-market audience is doing good, you can increase your bid here or you can change it from Observations to Targeting. If it’s doing bad, it will let you observe that and you will be able to change your settings.


Step 9) Budget

Add the budget you want to spend everyday. Your budget will not exceed this number.

There are two types of delivery method for your budget. You can select either standard delivery and accelerated delivery.

  • Standard Delivery

    In case of standard delivery, your ads will be shown entire day. Google will make sure that your budget is evenly distributed to show your ads throughout the day and does not get over by morning itself.

  • Accelerated Delivery

    In case of accelerated delivery, your ads will be shown as often as possible until your budget is finished which can happen even within few hours as a day starts.


Step 10) Bidding

Google Bid Strategy

This part is divided into three parts –

  1. Purpose of your Bidding

    Here, you have to focus on your primary goal of your bidding. It will be dependent on the type of campaign you have selected. It can be getting more clicks, conversions, impressions or any other. Generally, Google automatically selects it for you.

  2. Max cost per action

    This will be dependent on the purpose of the bidding that you have selected. If it’s getting maximum clicks, it will be max. CPC bid limit, if it’s getting maximum conversions, it will be max cost per action. Similarly it will allow you to set a maximum number for all types of actions available. If you want Google to automatically decide it for you, leave this blank otherwise you can enter the maximum amount you are okay with for a bid.

  3. Bid Strategy

    There are twelve types of bidding strategies available divided into two main categories of Manual & Automatic. These are Target CPA (Cost per Acquisition), Target ROAS (Return on Ad Spend), Maximize Conversions, Enhanced CPC, Maximize Clicks, Target Search Page Location, Target Outranking Share, CPM (Cost-per-thousand-impressions), CPV (Cost-per-View), Target Impression Share and vCPM (Cost-per-thousand viewable impression).


Step 11) Ad Schedule

It gives you an option to decide when do you want to run your ad which can be just for two hours in the evening, office hours, entire day or any other option of your choice.


Step 12) Ad Rotation

This gives you information related to the ad rotation. If you have got many ads under your ad groups, it gives you the option on how to show those ads as only one ad can be shown at a time.


Step 13) Extensions

Extensions let you expand your ad with additional information. Google says you can get 15% higher clickthrough rate by using various type of extensions like –

  1. Sitelink Extensions

    It takes you to specific pages on your website which can be your contact us page, more product information or anything else.

  2. Callout Extensions

    It lets you include additional text so you can give more details about your product or service.

  3. Call Extensions

    This allows you to add your contact number in your ad.

  4. Structured Snippet Extensions

    You can highlight specific aspect of your product / service with this extension.

  5. App Extensions

    This allows you to link your ad to your mobile or tablet app.

  6. Message Extensions

    It lets your potential customer to send you messages directly from the ad.

  7. Location Extensions

    It helps people find your you by showing your address, your location on map or the distance of your business from them.

  8. Promotion Extensions

    This allows you to show special ads and offers with your ad.

  9. Price Extensions

    This allows you to share with your audience more information about your product and prices and from that price menu, they can directly go to that product page they have showed interest in.


Step 14) Start and End Date of Your Campaign

You can leave the end date blank if you are planning to let the ads run for a while.


Step 15) Campaign URL Options

It allows you to add tracking information here.


Step 16) Dynamic Search Ads

This option is suitable for businesses with well-developed website or big inventory. In these ads, when someone searches on Google with terms closely related to title or phrases on your website, Google selects the landing page based on that phrase and generate a headline to reflect that searched phrase.


Ad Group Settings


Step 17) Ad Groups

There are two types of ad groups – Standard and Dynamic.

a) Standard Ad Group

In case of standard ad group type, you choose keywords and write text for your ads.

 b) Dynamic Ad Group

In case of dynamic ad group, your website’s content is used to create headlines automatically.

Now, give a name to your ad group and enter keywords.


Ad settings 


Step 18) Create Ad

It is divided into 3 main parts – Headline, Description and Final URL. Headline is of 30 characters and description for 90 characters. Final URL is the URL of your landing page.

If you still have any doubts related to setting up your Google Ads, please drop us a message.

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Google Bid Strategy Options Explained For Beginners

Google Bid Strategy

Bid Strategy

There are twelve types of bidding strategies available divided into two main categories of Manual & Automatic. If you select manual, you have to do all the settings yourself, in case of automatic, Google takes care of everything for you. Automatic generally has lots of options available.


    • Target CPA (Cost per Acquisition)

      It lets you get as many conversions as you can get according to the set amount in target CPA field. It can be calculated as Cost/ Number of Conversions.


    • Target ROAS (Return on Ad Spend)

      It lets you bid based on a target return on ad spend and get more conversion revenue/value according to that set limit. It can be calculated as Revenue/ Cost.


    • Maximize Conversions

      It helps you get the most conversions for your campaign within your specified budget.


    • Enhanced CPC

      You can use this one with the manual bidding. It automatically adjusts your manual bidding to get the most conversions for your campaign.


    • Maximize Clicks

      Simplest way of bidding for clicks. It lets you get most clicks possible within your budget.


    • Target Search Page Location

      It makes sure that your ad appears either on the top of the search page or on the first page of search results.


    • Target Outranking Share

      It lets you outrank your specific competitor on search. Your ad will be displayed either above theirs ad or your ad will be shown when their ad is not showing. You can target only one competitor at a time.


    • CPM (Cost-per-thousand-impressions)

      You pay according to the times your ad is shown on Google Display Network.


    • CPV (Cost-per-View)

      It’s only for video ads. In this case, you’ll pay for video views and video interactions. Video interactions mean getting any click on your call-to-action buttons.


    • Target Impression Share

      The goal is to show your ads: on the absolute top of the page, on the top of the page, or anywhere on the page of Google search results. If you select 50% as its value for on the absolute top of the page, that means that 50% of the time your ad will be on the absolutely top of the page.


    • vCPM (Cost-per-thousand viewable impression)

      You have to pay only when your ad is measured as viewable by Active View which is just a technology that Youtube & Google Display uses to determine whether an ad is viewed or not.


Still not sure which bidding strategy to use, feel free to drop us a message and we will make it easier for you.

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Confused About Which Google AdWords Goal To Select?

Google Adwords Goal

The first thing that you have to do before you start your Google Ads campaign is to identify your goal. This goal can vary according to the type of business you own and what do you wanna achieve from your business. Setting up a Google Ads campaign can be very confusing if you don’t know what exactly all those options mean on its goal section and what all channels are used by them. Few of the goals Google Adwords provide are –

  1. Sales

    This is in case you are selling any type of product or service like apparel, shoes, online paid classes or website designing services on your website or blog and are interested in increasing your sales.


  2. Leads

    This can be your goal in case you want to get more leads from your website. It might feel little confusing as to why not opt for increasing sales as the end goal even in the case of leads generation is to successfully convert your leads into sales. The reason for this is in many cases a deal can not be closed online. Maybe for your business, website is one of the medium for lead generation and in the end a physical meeting is must for closing the deal or making a sale. For example consultancy services. Video ads can be used in this case but can’t be used in case of goal ‘Sales’ for the obvious reason that video ads don’t lead to a conversion straightaway.


  3. Website Traffic

    If you are a blogger or if you own a website that provides information to users on about anything like news company, your goal will be to get more visitors on your website. For that, selecting ‘website traffic’ as your goal will be ideal.


  4. Product & Brand Consideration

    This is mainly used for engagement ads.  This option in addition to increasing your web traffic, also helps you in increasing the customer engagement by providing more information about your business. These ads generally target in-market audience. In-market audience is the audience that is actively researching and comparing your product on Google Display Network. You should definitely use this type of goal if you are trying to educate the customers about your product and helping them learn how your product is different from your competitors. These type of ads are not available in search form as not enough information can be provided and thus, it fails the very purpose these are made for.


  5. Brand Awareness and Reach

    This goal is useful when you are launching a new product and want to make people aware of that. It’s also helpful when you are trying to enter into a new market. This goal will help your ad reach many people and will increase the exposure of your brand. It’s also not applicable for search ads for the same reasons as Product & Brand Consideration goal.


  6. App Promotions

    Select this goal if you want more install and interaction with your app. The ads will appear not just on Google search, Google Display Network but also on Google Play. You don’t have to design any ad, you have to just provide some text and rest will be taken care by Google.

Selecting right goal is very important for the success of your Google Ads campaign. Has your Google Ads campaign ever failed just because you selected the wrong goal? Please let us know in the comments or send us a mail as we will be excited to know your story.

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How to Use Google Trends to Find Good Keywords? (10 Simple Ways)


10 simple tricks that will help you in finding useful keywords with Google Trends


The success of your digital campaigns or your website/blog, in general, depends very much on the selection of your keywords. Yes, you heard it right. Right keywords have the power of making or breaking your business. Even though making a list of keywords seems like a very easy task, in reality, it’s not.

On the contrary, finding keyword is the most important, most time consuming and most challenging task of the entire digital brand building process.


Using Google Trends as a Keyword Planner

Google Trends is one of the best tools for making your keywords list. I would suggest that before you use Google Keyword Planner, you should try using this tool first as it will help you in forming the rough draft of what you are looking for in a better way. Here is a list of why and how you should use Google Trends to improve your web business-


1) Helps You Find Good Keywords And Not Just Keywords

Google Trends Good Keywords

Before starting our search for keywords, we have to remember there is a very big chasm between finding just keywords and finding good keywords.

Good keywords are not just relevant to your business but are also very effective in bringing traffic and ultimately clients to your business. Google Trends seems perfect for this as it helps you in understanding the popularity of a keyword- not just your country but also in your city.

 It will let you know which topic is in trend and in which location that will definitely help you in finding the right keywords.  Like Digital marketing is not a good keyword even though it’s a very searchable term. Why? Good Question!

Because people are more searching for digital marketing classes, courses, tips & tricks etc rather than companies. So, as a marketer of a marketing company, I will not use that keyword here on Bizadmark


  • Make a rough list of few keywords.
  • Explore them on Google Trends.
  • Check out their popularity graph in the cities where you are planning to target your business.
  • Finalize few according to their performance.

2) Helps You Find The Right Keyword Out of All The Word Variations

Google Trends Word Variations

(online marketing is not as popular as digital marketing)

Google Trends is very useful in identifying the right keyword for your business.  

Misspelled words and variations of a word are treated differently than the actual words. There can be a possibility where digital marketing or digital marketing will be yielding more results as compared to the word ‘digital marketing’. In that case, it might be useful to target the other word variation to increase the traffic. 

You have to check to make sure that you are targeting the most yielding word.  As shown in the picture, online marketing is not as popular as digital marketing, so it’s better to stick to the second.


  • Search for word variations and misspellings of your targeted keyword on Google Trends.
  • If those keywords are doing better than the actual keyword.
  • ADD THEM in your final list.


3) Helps You Sail in the Popularity Boat

Google Trends Popularity

Google Trends not just lets you know the popularity of a keyword but also the rise and fall in popularity of that keyword. It helps you to know whether people will search for the keyword that you are planning to target or not.


  • Find the word related to your business that is rising in popularity currently.
  • After this, try building some keywords around it or in association with it.


4) Helps You See What Others Are Thinking

Google Trends Bizadmark

Google Trends helps you in finding out the public interest in a keyword.

This popularity is generally measured in relative terms rather than absolute. As compared to Google Keyword Planner which gives you an absolute result, Google Trends gives you Relative results.

Popularity = Keyword or Key Phrase Search Volume / Total Number of Searches

As clear from the formula, the popularity changes either when people are not searching that query as they did before. And it also changes when the total number of searches increases or decreases even if the query’s search volume remains constant.


  • A little research on Google Trends about why your keyword isn’t working well can help you in improving your SEO.


5) Helps You Take Advantage of Seasonal Topics

Google Trends Seasonal

There are always some trending topics related to different seasons and months. You can write blogs to coincide with those seasonal trendy topics to attract more traffic, or use it in your online ad’s copy and gain more visibility.

Just to give an example if you have a cooking blog, you can write about recipes containing pumpkin during fall season or can optimize already existing pumpkin recipes. You can also use such seasonal keywords to get some extra seasonal business.


  • Capitalize on the trending topics.
  • If the topic already exists on your website, update it with new information.


6) Don’t Get Influenced by Sudden Popularity Spikes

Google Trends Fad

You might sometimes notice some uncommon popularity spikes. These sudden spikes can be the start of a new trend or can also be a fad that will die soon.


  • Think twice before directing your web strategy towards a new trend. It can be a fad.


7) Dig Deeper To Know Why Your Favorite Keyword is not Working

Google Trends Youtube Search

There can be many reasons why your keyword is not working. Most important being competition is too high, or there is a mismatch in your keyword and your content.

But if you think everything is okay and your selected keyword should give better results, you need to dig deeper before removing that keyword altogether from your list. Many times there is no change in the search volume of your keyword, but the change is in the overall search volume (check the Popularity formula above).

Another noteworthy reason can be that the people are still searching the keyword but more on google partners like YouTube rather than on Google itself. For example, people are shifting from text search to video search for topics like recipes and tutorials. As shown in the picture above for cupcake recipe, there are more YouTube search taking place as compared to web search.


  • Sometimes you are not exactly targeting the keyword what people are searching.
  • It gives you a chance for improvement and great opportunities for content creation.

8) Improve Your Local Marketing Strategies

Google Trends Local Strategies

Google Trends lets you do geography based searches.

This proves very helpful in understanding the local market at a deeper level. It can also be used in planning your market expansion strategies. You can start by search your keyword and check out which cities are showing up corresponding to that.


9)  Find Real Time Marketing Opportunities

Google Trends Real Time Marketing

Google Trends gives you many real-time opportunities.

From old graphs, you can check the time period of big events like Oscars or Super Bowl. Spikes can suggest what topics gain more interest during those events and you can devise a marketing strategy for that.


10) Helps in Checking Your Brand Health

Google trends BRand

If you are an established brand, Google Trends can help you in checking your brand health.

All you have to do is search your product and see where it ranks. In addition to that, what all other brands are being shown. It can help you improve your marketing strategy by analyzing the consumers purchasing trend.

Always remember to explore the context of any keyword search like short range versus long range, popularity in different countries and popularity according to different search type. Many times the keyword seems not doing well in short range but overall it’s slowly progressing.

Google Trends Overall

Cost: Free

Ease of Use: 4 / 5

Should You Use it: Yes



Google Trends is actually way better than several other keyword planners that I have used. It has a better grip over what’s happening around the world, and it gives you accurate keyword information – Not just based on search terms but being heavily based on several other factors.

Let me know, how Google Trend is working for you, in the comments below. Is there anything that I should add here?

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