Omkar Nath Yadav

I have completed my bachelor's from Lucknow University, and then I did my majors in marketing and HR from AKTU. I then started my corporate journey. Firstly, I started with the agency, a digital marketing agency named Head Cost Technology. There, I spent 2 years in the field of social media advertising and search engine advertising. I handled various stakeholders and management. Then I joined Oppo Mobiles, where I looked into performance. I switched back to GoodWorker Technology, which was funded by the Singapore government. There, I spent most of my time in performance marketing, doing end-to-end work from the legal team to OEM inventory, to Play Store downloads, or performance-based work on paid social and search engine advertising. I am currently working as a performance marketer in Publicis Media.

It depends on the scenario. If we talk about the social part, then we're using the highest cost, lowest volume, highest volume, lowest cost. And then we have a bid cap. If you talk about Google, then a bid cap is there and other mattresses as well.

So the low-performing display ad campaigns generally depend on the like, what creative is used. If the creative is used, it is getting a good CTR, then definitely we don't have to work on it. But if it is not getting a good CTR, then definitely we have to make changes in the creative. And then we have to see the bid cap that we have applied. And then we can also see the CTR rate coming from it. And if all these three things match up, then we can definitely optimize the low-performing display ad campaign.

What approach do you take to troubleshoot tracking issues in Google Analytics? According to CMO, a Harvard's blog, there are a few things that need to be checked. Firstly, the code should be checked with the JFFiddle and HTML code with W3C validation to see if it is there or not. Then, we can see from the Google Analytics debugger what errors are happening and if there are any code issues or if something is broken. If there is, then we can fix it and see what's happening.

How would you determine the target audience for a B2B SaaS product? Okay, so, to determine the target audience for a B2B SaaS product, we would, first, start our process by structuring it in the following ways. We will conduct a market research and analysis, including market research and analysis from Google as well as competitors. And then we will visit different websites, such as those using Google AdWords, if we need to do keyword planning, etc. Once this information is in place, we can define the buyer personas required, and we can definitely take the help of the client or stakeholders to give a proper definition. Then, we can analyze any historical data present, such as user data, behaviors, and account information, and conduct a pilot to see the results. We can segment it based on the user's journey and touch points, or average order value. If these things are in place, we can determine our target audience for our product and apply it to get good results.

For a B2B SaaS product, which paid platform would you recommend and why? So for a B2B SaaS product, the very first thing I would suggest is Google AdWords since Google AdWords has the most use cases because people are searching for that particular product. And we can define it by their use cases. We can list by different order sizes as well as their functionality and people segmentation, like what people are interested in, what type of interest targeting we can do over there, and the keyword targeting as well. We can run a performing max campaign for it and different search campaigns as well. And then we could go on LinkedIn, the paid social platform, because LinkedIn is a platform where the limit is endless. And you can get each and everything because they have various options. And people, like, incorporate or the people in business use this platform often. So LinkedIn would be my first recommendation, then we can do Google AdWords. And on LinkedIn as well, we can define on the basis of if we have an in-site tag on our website, then we can see the different people coming on the website. And on the basis of that, we have our customers, our target audience. We can utilize that target audience, and we can target them through LinkedIn ads. Also, there we have the pricing, the average customer size as well, and like the demographics where we have the top people who are buying things. We can target different customers according to their use cases.

So, yes, we have done a multichannel campaign for the app, GoodWorkers. So, GoodWorkers was the app that was certainly focusing on blue-collar workers in India. The blue-collar workers, like, are the people who use taxis, do daily work, like carpenters or clothes sellers. This is the blue-collar job. We were targeting on the basis of app install. The app install was there. We were using the Google UAC campaign, which is a universal app campaign, and then we were doing paid social campaigns as well, like Facebook ads, targeting app install and mobile verification. Also, there was another perspective: blue-collar people who get jobs. If someone has a shop, they need people to work for them. So, we were targeting people who give jobs as well. We were using LinkedIn campaigns because people were looking for different people to work under them. There were three channels in total. The major sales and installs were driven from the Google AdWords, the UAC campaigns, and then the Facebook campaign, followed by LinkedIn.

So the process that starts in the AB test copy is you have a campaign structure. Then when you perform the A/B testing, you do it on the basis of the campaign, on the basis of the ad group, but we are doing it for the test, for the ad copy. So we perform the A/B testing on two different creatives that need to be tested within the same campaign. We can create one campaign, one ad group, and two ad copies, and perform the A/B testing there. Basis on which, we can do it on the basis of the text as well, on the basis of the creative as well. And if you have some language settings or something like that, you can apply that as well. And the other thing you can do in another manner is, like, create one campaign with one ad and another campaign with a different ad, and you perform the AB testing on the campaign level. The third thing you can do is create one campaign, two ad groups, and under two ad groups perform the AB testing. One ad group would have one creative, and the other ad group will have another creative.

We need to see the quality score of different keywords, how they are performing, how generic keywords are performing, how exact same keywords are performing, and how other keywords related to the product or category are performing. Then we can find out the monthly search volumes of a particular keyword. Once we have these two things in place, we can look at the search intent. What is the search intent coming from? What is the CTR coming from a particular keyword? Then we do the conversion potential of that keyword. If it has search volume, search intent, but it's not converting, it's not the right keyword for your business. So, we measure these three things—search volume, search intent, and conversion potential—to get the right winning keyword for your business. And in this way, you can definitely find a particular billing keyword for your business and apply it.

Can you explain how programmatic advertising fits into a B to B marketing strategy? So, programmatic advertising is a key component of a B to B marketing strategy, like creating awareness of your product and giving users confidence in your product when it's displayed on programmatic and display ads. Many B to B software users, who are often tech-savvy individuals with white-collar jobs, are active on various websites, including financial and tech websites. If your product has a presence on these websites, it can definitely grab their attention and create a considerable impact on their minds. Like, they're looking for the right product, and if your product has dominance in other areas and a large user base, it can create a trust factor. Our software product, for example, is expensive, with rates and send-based pricing, including annual and monthly subscription options, not a one-time payment. To retain users, we must establish trust, and the better the advertising is, the more trust users will have in our product. So, it's beneficial to have our product advertised on various websites.

So to keep track on the different algorithms, like, right now on these days, social advertising as a research advertising or anything that is related to digital media, it is going to diversify. Like, it is automating everything. It is like and how do I keep myself up-to-date, like, reading their regular blogs is the one thing. You get each and every insight onto their website. Like, what are the changes happening this week? What are the changes happening in a month or two? How the platform is approaching the latest algorithm, like, Google habits now AI for the ads, for the display ads, and for art. Like, it has a lot of emerging technology that can redefine your ad. It can, if your ad is not having the right pixel, then it can do some implication. Like, Meta has features, and all. Like, it can put an artificial background onto your app. So these are the things. One is you work daily on this platform. You can get the changes that have the notification button. Other is to read from different websites. There is Search Engine Journal, and there are other websites. Social media things are there. So there are a lot of websites and technological pages of these particular things. So you can get the insights from there, and you can learn from it. Thank you.