The price of shame

As a Netizen, we sometimes need to think about our online behaviour. Have you ever thought of the following questions:

How do we react about an online phenomenon?
How do we see an offline phenomenon online?
How do we judge other residents of virtual world and why we do so?
How do we write a comment about them… etc.

Every click we do is important. As a Digital marketer, I believe in power of clicks, even more than others! For a long time, I wanted to write about this and today I suddenly came across this very good Ted talk from Monica Lewinsky. I guess you remember her and the story of Mr. president.

“We talk a lot about our right to freedom of expression, but we need to talk more about our responsibility to freedom of expression.”…Monica Lewinsky

Happy Nowruz 1394!

Nowruz is celebrated and observed by Iranians and the related cultural continent and has spread in many other parts of the world, including parts of Central Asia, Caucasus, South Asia, Northwestern China, the Crimea and some groups in the Balkans.

Nowruz marks the first day of spring and the beginning of the year in Iranian calendar. It is celebrated on the day of the astronomical vernal equinox, which usually occurs on March 21 or the previous/following day depending on where it is observed. As well as being a Zoroastrian holiday and having significance amongst the Zoroastrian ancestors of modern Iranians, the same time is celebrated in parts of the South Asian sub-continent as the new year. The moment the Sun crosses the celestial equator and equalizes night and day is calculated exactly every year and Iranian families gather together to observe the rituals.


image source: nawranj


For me and my little family, this coming year would be a special one for some secret reasons! So many changes are going to happen and I’m extremely happy and a bit scared about them. How ever, I am sure, at the end of the day, life and its challenges, will bring good thing for us. So far, in my life, I lived my dreams, I have built so many of them in real world and I am going to build rest of them as soon as possible. If there is a will, there is a way!

Happy new year to all of us!

Google Adwords advertising checklist

If you are a digital marketing engineer, you probably would know how to set up and optimise your Adwords account, then you do not need to proceed with this post! This post is mostly written for those who has an average knowledge of Google Adwords advertising platform and are eager to boost up their account’s performance. I’m not saying this is the only way to work on your Adwords account, but I have already tried them all on different accounts of mine or my clients and I got very good ROI.

Google Adwords Checklist

Google Adwords Checklist

The checklist will be updated time to time to cover new updates. Please feel free to provide me with your feedback and suggestions.

Google Adwords advertising checklist:

  • Account’s structure design
  • Keyword research / negative KWs
  • Ad copy design
  • Create dynamic search ads
  • Connect Adwords and Google Analytics
  • Generate Conversion Tracking code
  • Set up conversion tracking code
  • Setup Goals on GA, then setting up conversions at Adwords
  • Landing page design
  • Setup Ad extensions
  • Turn on bid modifier
  • Enable Enhanced CPC (ECPC)
  • Ad schedule for special products Ad groups (If necessary)
  • Banner designing for Display Network
  • Audience definition on shared library
  • Setup remarketing Campaigns
  • Ongoing keywords add/removal
  • Duplicated keyword removal
  • Low quality placement removal
  • Ongoing Ad copy adjustment, A/B testing
  • Negative keywords double checking
  • Setup managed placement if possible
  • Setup Budget and bid strategy(CPA targeted, ROAS, RLSA etc.)
  • Upload the feed (Dynamic remarketing), Business data>Shared library.
  • Activate Tag and custom parameters
  • Setup Dynamic display ads

Landing Page Design-Best Practices- Part 1

Do you have leaving issues because your landing page bounce rate is through the roof? Wasting valuable time and money on ineffective PPC campaigns? Tired of your boss complaining about how the industry average conversion rate is double what “you” achieved last month? Actually they are quite normal if you do not know the ropes! In this series (Landing page design-Best Practices), I’ll try to explain the major DO’s and DONT’s for designing the landing pages.

Sticking to the fundamentals can take you from having a terrible landing page to having one that people find hard to poke holes in.


1.Send people to a relevant and targeted page

Your homepage is a mish-mash of goal-oriented communication – and usually for AdWords link. Think one goal, one message, one action. And hence one page – generally a new one – a landing page.

2.Provide a consistent experience

From ad through landing page and onto the destination site, design, messaging and tone should be consistent with the expectations of the user at the time they clicked the link/banner. Your upstream ad is the source, and using a river analogy, you should be drinking from the same stream at the end of the journey as you were at the start.

3.Go direct to the point

When dealing with online prospects, you need to get right to the point with no muss and no fuss.

4.Focus the visitor’s attention with a clear and concise headline.

Imagine yourself walking in a busy street. You look at the newspaper vending machine to see the big black headline. If it captures your attention, you might stop, bend over and read it for a while. If it’s really good, you might buy it. Conversely, if it’s just a big page of small type with no visible purpose, you wouldn’t even break your stride. Make the headline clear, easily noticeable, and in a relevant position on the page.

5.Enable sharing on your viral landing pages

If your goal is to create buzz with a landing page ensure that it is easily sharable with the common social networks. The most obvious choice for social media buzz creation is Twitter. This micro-blogging platform has become the social sharing tool du jour and can help to spread your message quickly and in an exponential fashion if what you are doing is tweetworthy.

Sharing content on Digg or Reddit can help establish you as an authority if you have a long-term goal to become recognized in the community. However, sharing via Twitter adds the content into your own personal timeline, which extends your online persona by showing content that represents your personality and beliefs. It’s reminiscent of the psychology surrounding ones CD, vinyl or book collection, where you gain pleasure from the reaction of others to your taste.

6.User Segmentation

If you have multiple user types, create a landing page for each segment and drive traffic via separate sources. This will enable you to measure your most effective market segmentation. If your landing page has extended logic or geo-targeting capabilities you may be able to create a single page with changing content based on visitor. If this is the case, ensure your tracking can handle these complexities.

7.Remove the clutter

Remember that ad campaign that had a single button proclaiming, “Don’t click me“? Nobody could resist that.

Not only was it tempting, but also it didn’t have any competing information. As you create your landing page, step back from time to time, look at it from a distance and see how many things are competing for your attention. Refine your landing page until the answer is 1.

Observe – Remove – Repeat

8.Remove the navigation

Similarly, don’t give people a full-scale website experience. You paid to get them here, so keep them focused and on track. If they really want to know your favorite color or look you up on Google maps, they can go to your website in their own time. Each navigation option you provide dilutes their attention.

9.Keep reading to a minimum

Ensure visitors get a chance to read your most important copy. If it’s hidden among 7 paragraphs of text, it’ll be missed. An exception to this rule would be a page designed to provide a high level of detail (such as a Book page on Amazon), but this is usually best utilized as the deep-linked “product detail” page on the target website and not on a landing page.

10.Above the fold.

Your primary messaging and call to action must be above the fold (the bottom of the screen for the average browser resolution of your target market). Does it really matter anymore? To present the counter argument, a product detail page such as an Amazon book page, is very well suited to a long page.

11.Repeating your CTA on long pages

If you are obligated to produce a long landing page (perhaps as one of the standard long-form lead capture sites), try to repeat your core message and/or CTA at comfortable intervals throughout. This helps to reinforce your purpose. Note also that different people react to different content, so they may be 2/3 of the way through before they believe what you are saying. If there is a button right there, you may find them more likely to convert when this matches their time of emotional connection to your message.

to be continued

How to automatically summarize a document using MS Word?

text summarization

As a manager, employee, researcher or student, you most probabely need to summarize some documents. For short text-documents it would be an easy tast but what if you have a document of at least 100 pages in hand and very restrict deadline? One of your choice could be AutoSummarize function of MS word.

AutoSummarize identifies the key points in a document. AutoSummarize works best on well-structured documents, such as reports, articles, and scientific papers.

Notice: Before you can use AutoSummarize in Microsoft Office Word 2007, you need to add AutoSummary Tools to the Quick Access Toolbar.

How AutoSummarize works

AutoSummarize determines key points by analyzing the document and assigning a score to each sentence. Sentences that contain words used frequently in the document are given a higher score. You then choose a percentage of the highest-scoring sentences to display in the summary.

You can select whether to highlight key points in a document, insert an executive summary or abstract at the top of a document, create a new document and put the summary there, or hide everything but the summary.

If you choose to highlight key points or hide everything but the summary, you can switch between displaying only the key points in a document (the rest of the document is hidden) and highlighting them in the document. As you read, you can also change the level of detail at any time.

Add AutoSummary Tools to the Quick Access Toolbar

  1. Click the Microsoft Office Button, and then click Word Options.
  2. Click Customize.
  3. In the list under Choose commands from, click All Commands.
  4. Scroll through the list of commands until you see AutoSummary Tools.
  5. Click AutoSummary Tools, and then click Add.
  6. The AutoSummary Tools button now appears in the Quick Access Toolbar.

Watch a Video

Automatically summarize a document

  1. On the Quick Access Toolbar, click AutoSummary Tools, and then click AutoSummarize.
  2. Select the type of summary that you want.
  3. In the Percent of original box, type or select the level of detail to include in the summary. Select a higher percentage of the original document to include more detail.
  4. If you don’t want AutoSummarize to replace your existing keywords and comments in the document properties, clear the Update document statistics check box.


To cancel a summary in progress, press ESC.

After you create your summary, review it to make sure it covers your document’s key points. Keep in mind that the summary text is a rough draft, and you will probably need to fine-tune it.


Ps: Complying with all applicable copyright laws is your responsibility. You should review the accuracy of any summary because it is, by its nature, not the entirety of the work.

Designing Online Marketing Strategy, step by step!

Online Marketing Tips

Online Marketing Tips

As an online marketing expert, conducting a client needs analysis allows you to determine a client’s current online marketing involvement, learn about their company/organization landscape, and know who the decision makers are, and uncover company pain points.

There are few questions to ask a client which help you to understand the environment and design the best online marketing strategy include:

  1. Are you currently doing any marketing for your business?
  2. What are your marketing goals?
  3. What are your best-selling products or services?
  4. Where else are you running ads online? Offline?
  5. Do you evaluate the return on your marketing investment?
  6. Do you have a website?
  7. Who handles marketing strategy for your business?
  8. How do you determine your marketing budget?
  9. Do you have a seasonal business?
  10. Do you have brick-and-mortar stores?
  11. Who are your competitors?
  12. What’s your target audience?

Before speaking with a client about their online marketing needs, you’ll want to do the following:

  • Review their website: Have a basic understanding of the advertiser’s business. What is their flagship product or service?
  • Do some research: Are there articles about the business online? Are they already doing online marketing? Are they in the organic search results? How competitive is the ad space?
  • Learn to speak their language: What vertical are they in? What is their sales cycle? Are there unfamiliar terms? Is there seasonality? What challenges might they face?
  • Begin to plan: How might you build an account for this advertiser? What products or services would you include in an initial marketing strategy? What products or services might you recommend for expansion?

You can also help clients understand the possibilities in accurately addressing marketing needs – including marketing needs that they may not be aware of. Here are a few questions designed to build awareness of their online campaign needs:

  • Are you concerned that you’re spending too much / not spending enough on marketing?
  • Are you worried that your current media plan isn’t as efficient as it could be?
  • Are you concerned you may not know how to best target your advertising to your audience?
  • Are you satisfied with the level of traffic, conversions etc., that you’re seeing?

Now, based on data you have gathered, you can design the best online marketing and advertising campaign which can cover all needs include their branding and online repetition, direct selling and conversion increase, maximum visibility and even higher ranking.