Right after I published my conversation with Mike Wagner this week we talked for more than an hour about his work. Because we did the interview by email and there’s so much more to it, I was curious. If you can’t be face to face with someone, the phone is the next best thing. You have a chance to hear the inflection in the voice, the pauses, and get into a rhythm. Especially when you haven’t talked to someone in a while, like in our case, it gives you the texture and tempo of what a person is thinking. Mike…
I know it happened. I know that your experience, your feelings, your outcomes are real. And they’re yours.
Statistics suffer when compared to anecdotes. Because your mileage may vary. Your interaction with the randomness of the world will never match up to what the statisticians tell us to expect. Because averages and correlations are never what we actually experience. We experience a tiny slice of it.
But, at the same time that the larger truth can’t be experienced, your anecdote can never represent the larger truth, because it’s yours. What happened to you will never happen to anyone else, not in quite the same way.
By relying on well-told stories, we ignore the real truth, the universal truth of how the world actually is.
Yes, our mileage varies. But please let me know what the reality of the world is.
With a rich history and culture, you often hear about India’s prospering music and TV industry. However, another sector that’s thriving in the domestic market, but doesn’t seem to get as much recognition is the gaming industry of India.
It estimated that in 2018, the mobile application industry in India generated revenue of $5.7bn. One important thing to note is that the mobile app sector in India is worth $3.9bn and employs more than 47,000 individuals across the country. After the US, UK, Germany and Spain, India stands in the fifth position for the largest mobile app market in the world.
With such good stats and numbers, it’s no wonder why more and more people are showing interest in collaborating with application development companies. If you have specific ideas that need professional guidance and execution, then hiring a game development company in India would be your best bet.
Where to Start?
Due to such high numbers, many game development companies have arrived in the Indian market to dip their toes in the ever-growing profit margin. Hence, this makes it even harder to choose the right company to work. The best thing that you can do is to look for several different companies and research your options thoroughly.
Things to Consider While Looking for a mobile app Development Company in India
Just like any industry in the market, different companies offer different types of services. Before you go ahead and choose a company, ensure that they fit your goals and needs well. However, there are specific attributes that you must look out for when finalising your decision:
Programming is an essential tool that forms the basic structure of an app. However, what you must understand is that it’s a skill that doesn’t come naturally to everyone. Individuals spend years in rigorous training to hone their skills, and then only they code programs that ensure an application works smoothly to generate business profits. Hence, hiring a reputable company should be a strong priority.
To engage the users well, the UI of the application must be visually pleasing and ease of use. You can’t expect people to return to your app if they don’t find something unique and different about it. That is why make sure that when you’re looking into development companies, you only settle with those that provide services for excellent designing and UI.
You could make the best possible app in the whole full world, but without the right sort of marketing strategies, no one would come to know about it. Due to this, making a profitable sale will be next to impossible. However, many app development companies these days have departments that deal with marketing and advertising of a business application. The benefit of hiring such a company would be that you wouldn’t have to rely on someone else for the promotion of your mobile app.
To become a part of the ever-thriving app industry and reap the benefits, it’s essential that you conduct proper research and determine your goals well. Hire a mobile app development company in India that has a good reputation and a team of highly qualified and experienced individuals.
Would you like to enhance your skills in presentations, to benefit from a boost in business? Some folks feelmore like Mr Bean when theyreach the stage… how about you?If you’re nodding ‘yes’, then know that you don’t need to remain uncomfortable forever when you stand up in front of a group of people and deliver a speech.
Luckily, we are here to offer you some helpful advice to enable you to grow and learn. Together with a sharp looking suit and ourtop tips, you’ll be delivering the perfect business presentations, without hearing the tumbleweed blow past.
Work on engaging with everyone quickly
Imagine you’re robbing a bank, you aren’t going to take the time to introduce yourself, you need to grab the attention of the teller and get out of there. A presentation is no different, get in, and with a piranha-like bite, you attack, ensuring your audience hones in.Often you are going to be using a digital presentation that will include your topic title, and they will already know your name. ‘Different’, in this circumstance, is detrimental.
Focus on winningyour listeners’ attention
As much as we might not like to accept it, no one in life owes us anything — it is up to us to earn their attention. We cannot expect to warrant someone’s appreciation straight off the bat, simply because of who we are. They are going to give up their precious time to listen to us, but why should they? Tell them of your experience in the area, and reason why you are the one standing up to make the presentation as opposed to them.
Pay attentiontotheir reactions
If you are expecting your audience to pay attention to you, you need to pay attention to them. That said, learn your presentation, or at the very least, the basic structure beforehand. Yes, off–the–cuff might work for one in a thousand, but no one wants to listen to someone stumble their way through their presentation with Mr Blobby–like co-ordination. Rehearsing a handful of times in front of family, friends, or even the mirror, will give you the confidence to act upon their reactions, as opposed to aimlessly talking to a screen.
Remember your timing is key
No one is here to suggest that a slide of a PowerPoint should take an hour, but if you try and rush through the first slide, by the second you will have lost all your audience in transit. Take a step back when you are initially planning your presentation: work out exactly how many ideas you wish to propose and assign an appropriate amount of time to each. Similarly, breathing can be incredibly under-rated — don’t starve yourself of oxygen.
Noone wants to walk out after a presentation and think, ‘well there goes half an hour of my life I’m never going to get back’. Therefore, add at least the tiniest portion of emotion. You don’t have to put in a performance deserving of an Oscar but showing your audience you are interested in what you’re speaking about is essential —if you don’t care, how can you expect them to? Obviously, we won’t always be tasked with speaking about a topic we would die for, but by racking your brain and coming up with why it’s important to you, you’ve certainly made a start.
Share a story but make it creative
This is something that many people will struggle to do — it requires a lot of creativity. Rather than telling jokes, this can be the perfect way to get your audience laughing, and for that, they will remember you. Your story can be whatever you want because it’s your story. Make the detail as extravagant as you like, just be confident that the content of the story relates to the purpose of your presentation.
Generate a lasting impressionwith the ending
What the audience will hear at the end is the first thing they are going to remember afterwards. It is no surprise that the cliché of ‘going out with a bang’ has stuck around for so long — because if we don’t, we’ll be forgotten in a flash.
There are over 7 million active advertisers on Facebook. The platform rightfully reigns supreme in the paid social landscape, but as competition increases and ad costs rise, most social media marketers are looking for ways to diversify their advertising mix.
Enter: Pinterest. Since the platform’s launch in 2010, the social network/discovery tool has slowly grown to 300 million monthly active users. Yet in 2018, they reported 1.5 million advertisers.
Admittedly, Pinterest advertising can feel like foreign territory compared to Facebook or LinkedIn advertising. That’s because, in many ways, it is. For this reason, throwing your Facebook strategy at Pinterest and seeing what sticks may not be the most informed approach.
A closer look reveals that buying ads on Pinterest more closely mirrors the process of another PPC giant: Google.
We’ll unpack the similarities between Pinterest ads and Google Ads and offer tips for transferring elements of your existing paid search strategy to Pinterest.
How Does Pinterest Work?
First, let’s look at how the platform operates. Pinterest is different from other social platforms in that it’s less…social. Sure, you can share boards with other users, but it’s a search engine at its core.
Users browse feeds looking for inspiration and search for topics of interest to them. These queries lead to product discovery which drives purchase at a rate that should be intriguing to social advertisers: 83% of weekly Pinners have made a purchase based on the content they saw from brands.
Considering it’s really easy to shop on Pinterest, this is no surprise. That ease is due, in part, to the platform’s content classification process.
The Interest Taxonomy captures, classifies, and organizes content, including Pins and queries. Pins are further classified into a dynamic taxonomy by Pin2Interest, which provides easily-interpreted labels that map back to the larger taxonomy of interests. Among other things, it informs ranking features and interest targeting for ads.
Where Are the Similarities Between PPC Advertising and Pinterest Advertising?
Those familiar with the basic tenets of paid search should see some immediate parallels between the approach to PPC advertising and advertising on Pinterest. Since ad buying on both platforms is auction-based, at the simplest level, it all starts with a query. In Google Ads, an auction is triggered when multiple advertisers are bidding on a keyword that is relevant to that query.
Within Pinterest, you’re still bidding; however, the auction has less to do with specific keywords and more to do with the desired user action. The advertiser determines how much they’re willing to pay for that engagement or click with their bid, but the auction is made up of other advertisers with similar interest and/or keyword targeting in place. Since Pinterest still uses a second-price auction model (Google can’t say the same), you won’t necessarily pay the full amount you bid. Rather, you’re charged what you need to beat the second-highest bidder in that auction.
So, what happens when you win? Google looks at your ad rank to determine where your ad is shown in the SERPs. The ad belonging to the highest bidder in the Pinterest auction will be displayed in the home or category feeds, or in the search results.
In both cases, the elements of the auction that are within the advertiser’s control are determined within the platforms’ respective ads manager. It’s here that we can see some further similarities between Pinterest and Google Ads; specifically, keywords. In some way or another, keywords play an integral role in the auction and delivery process on both platforms.
Keywords impact how your ads are displayed on both platforms. On Pinterest, keywords are a targeting element, and while this is essentially true within Google Ads, keywords play a significantly larger role in the auction process. As a result, thorough keyword research is crucial to make sure your bids are valuable.
However, taking the same care for researching keywords for Pinterest ads can only benefit performance.
How Can I Apply Keyword Research Tactics to Pinterest?
In addition to audience targeting with data from your website or CRM, Pinterest offers interest targeting and keyword targeting options. We’ll focus on keyword targeting as a means to hone in on your audience and reach users as they search.
97% of searches on Pinterest are non-branded, so precision and relevancy are key when selecting keywords. To ensure you’re reaching your desired user, keyword research is necessary to find generic and related terms to incorporate into targeting. Plus, Pinterest recommends including 25 relevant keywords at the ad group level, so research is one way to help with ideation.
Starting with a search for a specific keyword in Pinterest will allow you to pull from the search suggestions to find what users are searching for in combination with your initial query. From there, you can verify search volumes and supplement your list with the help of familiar keyword tools.
Google Keywords Planner
WordStream’s Keyword Suggestion
Much like you would in Google Ads, keep match types and negative keywords top of mind during the research process. Pinterest match types include the default broad match, phrase match, and exact match. Match types give advertisers precise control over the searches their ad is appearing in; broad match reaches a wider audience, while exact or phrase match lets you get more specific.
Negative keywords are an important part of any Google Ads campaign, and the same goes for Pinterest. By including search terms you don’t want your ad to appear for, you can keep targeting relevant and ensure you’re spending ad dollars efficiently. Pinterest uses negative phrase and negative exact match, and in both instances, order matters.
Your Ads Matter
Investing time into keyword research is essential, but without engaging ads, even the most thoughtful campaigns can fall flat. For a traditional paid search campaign, ad copy can make or break the performance of your campaign. On a visual platform like Pinterest, taking the same care when selecting creative assets is just as important.
For both Google Ads and Pinterest, closely aligning your ads and keywords leads to stronger performance. For paid search, copy plays a role in determining your Quality Score, which in turn determines Ad Rank in the auction. Alternatively, advertisers can see a higher click-through when combining Pinterest’s creative best practices with relevant keyword targeting.
Keep the Funnel Top of Mind
Taking a step back from keyword targeting and ads, there’s an opportunity to apply larger strategic takeaways from your Google Ads campaigns to those you’re running on Pinterest. We’ve written about funnel-based account strategy for PPC, and although the campaign objectives and KPIs may vary between the platforms, the principles still apply.
An understanding of the marketing funnel and larger user journey should inform the way you think about campaign structure, audience targeting, and ad creative. Regardless of whether or not you’re advertising on Pinterest or Google Ads, the funnel is consistent.
In Other Words
Whether Pinterest has been a part of your paid strategy for a while or you’ve yet to dive in, understanding the similarities between Google Ads and Pinterest Ads is one way to maximize your campaigns. Even without expert knowledge of paid search advertising, applying some of the basic principles of the practice to Pinterest can help you advertise more effectively.
Mike Wagner and I met a dozen years ago through a common professional interest in branding and business. We both believe in the power of questions to start conversations that can take you to unexpected places. He is the Founder and Sr. Facilitator at White Rabbit. His work is to form leaders that unlock the wisdom and capacity of organizations. Mike is a Speaker, Trainer, and Facilitator. He is also co-host on the True Leader podcast. I didn’t ask, but if I were to say, “where does the name White Rabbit come from?”, I would be starting a conversation. A…