Omkar Nath Yadav

Okay. So I'm, I have completed my bachelor's from Lucknow University, and then I have done my majors in marketing and HR from AKTU. And then I started my corporate journey. Firstly, I have started with the agency, a digital marketing agency named as a Head Cost Technology. There, I have spent 2 years, uh, in the field of social media advertising and the search engine advertising. I have, uh, handled the various stakeholders and, uh, management from it. And then I have joined the Oppo Mobiles where I was looking for the performance part, then I switched back to a the startup name is GoodWorker Technology that was funded by back by the Singapore government. And there, I have spent majorly my time in the performance marketing where I was doing the end to end thing where it is from the legal team, whether it is the OEM inventory things, whether it is the Play Store downloads, uh, or whether it is the performance based thing on the paid social as well as the search engine advertising. And then I am currently working as a performance marketer in Publicis Media

Uh, it depends on the like, uh, if we talk about the social part, then we are using the highest cost, lowest volume, uh, highest volume, lowest cost, and then we have a bid cap. And if you talk about the Google, then a bid cap is there and, uh, other mattresses as well.

So So the low performing display ad campaigns generally depends on the like, what is the creative used. If the creative is used, like, it is getting a good CTR, then definitely we don't have to work. But if it is not getting a good CTR, then definitely we have to do changes in the creative. And then we have to see the bit cap that we have applied. And, certainly, then we can also see the what is the CTR rate coming from it. And if all these 3 things match up, then, definitely, we can 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. So there are few things that need to be checked. Uh, if if there is a tracking issue in Google Analytics, firstly, the code, uh, with, uh, the j f fiddle and then HTML code with w three c validation if it is there or not. And then we can see from the Google Analytics debugger, like, what are the error that are happening and what are the if there is any code issues or if there's something is broken, then then definitely, we can fix it, and we can see what are the things happening.

How would you determine the target audience for a b to b SaaS product? Okay. So, uh, in this thing, firstly, we will, uh, start our pro process by structuring into the following ways. We will do a market research and analysis. Market research and analysis, we can do from the Google as well as the competitor as well. And then we have a different, uh, websites like, uh, and if we have to do a keyword planning, then we can use Google AdWords, etcetera. Once things think is into the place, then we can, uh, define the buyer personas, what are the personas that is required, and we can definitely take out the help from the client or, uh, the stakeholders as well so that they can give a proper definition, then we can see that if there is any historical data present, like analyzing the user data, their behaviors, and what is there in the account, then we can take, uh, like, we can do a pilot, and we can see, like, what is the results into that. And then we can, uh, segment it onto the basis of the user's journey and their touch points, like or also on the average order value as well. And if then these things are in place, we can we have our target audience for our product, and we can, uh, apply this target, uh, audience, and we can get a good results out of it.

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

So, yes, we we have done a multichannel campaign for the app, GoodWorkers. So GoodWorker was the app that was certainly being focusing on the blue collar workers in India. The the blue collar workers, like, the people who do the who uses the cab, who are doing a daily worker, like, carpenter or maybe a clothes seller or something. This is the blue collar job. So we were targeting on the basis of, like, uh, we were doing the app install. The app install was there. So we were using the Google UAC campaign that is universal app campaign, and then we were doing from the paid social campaign as well, like, uh, the Facebook ads where we were targeting for the app install and the mobile verification. Also, there was one more perspective to it that the blue collar people who gets the job. Like, if someone have a shop or something like that, they need people to work on to them. So we were, at the same time, we were targeting the people who give the job as well. We were using the LinkedIn campaigns as well because that people were looking for different people who can work under it. So there was in total of 3 channels that was being used into this. The major sales, uh, and the install were driven from the Google AdWord, the UAC campaigns, and then we have the Facebook campaign in place and then followed by the LinkedIn.

So the process that start in the AB test copy is you have a campaign structure. Then when you perform the a b testing, you do on the there are different notes where you can do, on the basis of the campaign, on the basis of the ad group, but we are doing since we are doing for the test, uh, for the ad copy. So we perform the a b testing on 2 different creative that need to be tested within the same campaign. We what we can do is we can create 1 campaign, then one ad group, and the 2 ad copies, we can perform the a b testing there. Basis on the like, we can do on the basis on the text as well, basis on the creative as well. And if you have some language setting or something like that, you can apply, uh, that as well. And the other thing you can do in, uh, the other manner is, like, create 1 campaign with 1 ad and the other campaign with different ad, and you perform the AB testing on the campaign level. The third thing you can do is create 1 campaign, 2 ad set group, and under 2 ad set perform the AB testing. 1 ad set would have 1 creative, and the other ad set will have other creative.

Explain the explain the process of conducting extensive analysis on keyword performance and making campaign adjustment based on the data. So this can be done in a particular manner. Firstly, what you need to do is see the quality score of different keyword, how it is performing, how the generic keyword is performing, how the exact same keyword is performing, and how the other keyword, like, related to the product or category is performing. Then what you can do is you can find out the monthly search volumes. Like, what is the search volume of a particular keyword is? Once you have this thing once you have 2 things in place, then you can go with the search intent. Like, what is the search intent coming? What is the CTR that is coming from a particular keyword? And then you the very third thing you do is the conversion potential of that keyword. Like, if it have searches, if it has searches, and if it have the search intent. But if it is not converting if it have search volume, search intent, still it is not converting, That is not the right keyword for your business. So you have to measure these 3 things, 3 or 4 things in order to get the right winning, uh, keyword for your business. And in this way, you can definitely find a particular billing keyword for your business, and you can apply it for it.

Can you can you explain how programmatic advertising fits into a b to b marketing strategy? So the programmatic advertising is, like, into a b to b industry is definitely, uh, it can it can help into the marketing strategy, like creating awareness of your product, like giving a more confident to a user if your product have it on the programmatic and display sides. Like, many many of the people who use the b to b software, these are the tech guys or maybe these are the people with a white collar job. So they are very much present on the different websites, like whether it is the financial website, whether it is, uh, knowledgeable or tech website. And if you have their presence as well, like, it would definitely bloom there and give a considerable thought into their mind. Like, they are going for a right product. It have the dominance in other thing as well, and it have a large number of it create a trust factor, basically. The more you highlight your product because this is something like our software product is something like which is quite expensive and which is, like, uh, based on the rate and send basis, whether you have annual subscription, monthly subscription. This is not a onetime payment. So a user whoever is trying to use a software of use, it does must that they have a trust on it because this is a retention based model. So the better the advertising is, the better they have a trust on it. So it will be good to have on the various websites.

So to keep the track on the different algorithms, like, uh, right now on these days, the social advertising as a research advertising or anything that is related to the digital media, It is going diversify. Like, it is it is automating everything. It is like and how do I keep myself, 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 2? How the how the platform are approaching to the latest algorithm, like, Google habits now AI for the, uh, for the for the ads, for the display ads, for the, uh, art c u 2. Like, it have it have a lot of it have emerging a lot of technology that it can redefine your art. Ad. It can like, if your ad is not having a right pixel, then also it can do some implication. Like, the meta have the features, and all. Like, it can put a artificial background onto your app. So these are the thing. 1 is the you work daily on this platform. You can get the changes that have the notification button. Other is to read from the different website. There is search engine journal is there. There are the other websites. Social media thing is there. So there is a lot of website and the and the technological pages of these particular things. So you can get the insight from there, and you can learn from it. Thank you.