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Pushkarraj Mehta

Decoding 75,000 Youtube Campaigns

Youtube ads 2020 >> Look beyond Demographics

This is more decoding what google wants as compared to what is working. 

Google recently published an article asking marketers to look beyond the demographic factors to target and segment your audience where they analysed 75,000 campaigns to check if this worked.

The thought:
The better you understand your audience — knowing that someone is planning a family vacation, in-market for a new mobile phone, developing a passion for extreme sports, looking to eat more plant-based food — the better you can establish whether they might be interested in your product or brand. And if you’re speaking to the right customers, you’d expect your marketing to be more effective.

Here’ s what they found.

Analyzing two years of campaign marketing data

To find out if our instincts were correct, we looked at two years of aggregated and anonymized performance data for 75,000 global YouTube campaigns using Google Brand Lift, which measures how much a video ad affected metrics like brand awareness, ad recall, and consideration. We did this for campaigns across 10 industry verticals — including automotive, retail, and travel.1

Some of those YouTube campaigns used only basic demographics to reach potential customers. For example, perhaps a campaign was aimed at reaching women between ages 25 and 34. Others used a feature available on YouTube called Advanced Audiences.

Advanced Audiences allows marketers to reach people based on things like their interests — whether the videos they watch on YouTube suggest they’re a foodie, a travel buff, or a beauty maven, for example. We call these prebuilt groups affinity audiences. Marketers are also able to create their own groups of audiences based on detailed interests tailored to their brands. Rather than just reaching foodies, a nondairy milk brand might want to reach vegan foodies. We call those custom affinity audiences. With Advanced Audiences, brands can also reach people who are actively researching certain products or services. We call those in-market audiences.

First, we worked out what the benchmark lift was for each metric in each of the industry verticals. For example, on average how much of a lift in brand awareness did the technology campaigns in our sample see?

Then, to understand the effectiveness of using more than just basic marketing demographic data to reach people, we isolated those campaigns that used Advanced Audiences to see what sort of a lift in marketing metrics they had compared to their industry average.

Lessons from 75,000 YouTube campaigns

So what did Google find? The marketing data supported our hypothesis. A richer understanding of the audience you’re trying to reach makes for much more effective marketing campaigns.

Across every industry vertical, campaigns that used Advanced Audiences saw a lift in various marketing objectives. Finance campaigns that used in-market audiences saw a 1.5X lift in consideration, while retail campaigns saw a 1.4X lift in purchase intent. Telecommunications campaigns that used affinity audiences saw a 1.3X lift in ad recall, and food and beverage campaigns that used custom affinity audiences saw a 2X lift in awareness.

Youtube ads Brand lift

Table shows increase in sales lift in 10 marketing industry verticals by marketing objective and audience type. Example: food & beverage custom affinity audiences saw 2X lift in awareness, while telecom affinity audiences saw 1.3X lift in ad recall.

Some of the audiences that saw the biggest lift in marketing objectives across industries seemed pretty obvious. For technology campaigns, people who were already in-market for a computer had a high lift in purchase intent. No surprises there.

Others were more unexpected. For telecommunications campaigns, outdoor enthusiasts and fashionistas were among the affinity audiences with the biggest lift in ad recall. A telecommunications marketer wanting to raise awareness for a new mobile plan might not have thought these people would be especially interested in their offering, missing out on a key communication opportunity with potential customers.

Going beyond marketing demographics

It’s important to keep in mind that these findings are not causal and do not guarantee future campaign performance. But they still offer interesting lessons that marketers can act on immediately.

The first is obvious: Stop relying on marketing demographics alone. With the technologies and tools available today, it’s possible to have a much deeper understanding of your customers and to use those insights to make sure you’re reaching the right people. If you’re launching a YouTube campaign to promote a new fashion line, rather than trying to guess who might be interested based on broad categories, like age and gender, use an existing affinity group like fashionistas.

Your customer base is probably a lot more multifaceted than you might have expected.

The second lesson is that your customer base is probably a lot more multifaceted than you might expect. Who would have thought that an outdoor enthusiast would be particularly receptive to a telecommunications ad? So before you launch a new campaign, try pretesting your creative with groups of audiences you might not have otherwise considered.

And finally, once you’ve mastered the first two lessons, consider customizing even further. For example, if you’re launching a new range of low-sugar snacks on YouTube, create a custom affinity group that goes even more granular than the prebuilt ones and personalize the video creative to this audience.

From this analysis, it is clear that people are far more multidimensional than we, as marketers, have historically given them credit for. It’s time that our advertising campaigns caught up.

TLDR (Too Long Didn’t Read)

  1. The Youtube algorithm is probably the smartest algorithm out there and if used right, can help you reach the right audience.
  2. AI (Artificial Intelligence) and ML (Machine Learning) need data. The more you test, the better the results.
  3. Start broad to not miss out on a psychographic audience set and narrow the audience down to based on sentiment and engagement metrics.
  4. Account for multi-screens and multiple touchpoints to communicate your brand story.
  5. The online audience is ever-changing and might not might into the traditional way of segmenting based on demographic factors.
  6. Target, test, learn and optimize.

If you need help setting up your next campaign or want to partner with us, drop us an email and we’ll get in touch. 🙂

Hacking the LinkedIn Algorithm 2020

Understanding the Linkedin algorithm - pushkarraj mehta

How to hack the LinkedIn Algorithm in 2020

LinkedIn is the most-used social media platform amongst Fortune 500 companies.
A statistic from LinkedIn’s Marketing Solutions Blog that should definitely peak your interest.

According to SimilarWeb, LinkedIn received over 1 billion visits in May 2020.
With an average time on site more than 7:30 mins and an average of 6.93 pages per visit,

I cannot stress enough on the growth trajectory Linkeind is on and this serves as proof that LinkedIn is the place to go to reach your ideal customers and clients.

Let’s take a Step Back. If we really understand how the platform works, we can better understand the algorithm. Start with the why and everything makes sense.
I always like to look at the company’s vision, values, and “why” statement to get a better understanding of their actual workings:

The LinkedIn Algorithm >> How LinkedIn makes decisions:

The values of LinkedIn as mentioned on their website are listed below:

Members first: Without our members, there’s no LinkedIn. Everything we do, we do for them.
Inspire excellence: No challenge is too big. We keep learning, iterating, and improving.
Relationships matter: We’re in the business of building relationships. This includes our workplace.
Take intelligent risks: One of the secrets to LinkedIn’s success. Not every risk works out – but some do.
Be open, honest, and constructive: We strive to communicate clearly and share helpful feedback.
Act like an owner: We make every decision, big or small, with care.

By nature, Linkedin in a social media platform that encourages conversations and prides itself on connecting professionals to better work together and grow their careers/ business.

The LinkedIn Algorithm >> How does LinkedIn make money?

LinkedIn currently has 2 revenue streams. 1. Premium accounts and 2. Ad Manager.

LinkedIn reported revenues of $7.9Billion in the last 12 months.

With over 690+ Million users in over 200 countries,
186M+ from North America, 157M+ from Europe, 185M+ From Asia Pacific, 101M+ from Latin America, 59M+ From the Middle East and Africa

1. Premium Accounts: A user will only pay for a premium account only if there are profiles to be viewed. Profiles will be viewed if the users update their profiles

A total of 39% of LinkedIn users pay for LinkedIn Premium, which has four very useful offerings.

  • Career: ₹1,400.00* / month
  • Business: ₹1,900.00* / month
  • Sales: ₹3,900.00* / month
  • Hiring: ₹5,000.00* /month

*Prices when billed annually

Linkedin premium pricing india

2. Ads: 80% of B2B leads are attributed to Linkedin when compared to all social media channels. Ads on LinkedIn can only be shown to users that are scrolling the app and engage with the ads being served to them either in the feed or their inbox. Quality of ads and their relevance is something LinkedIn has taken very seriously.

Linkedin advertising is super expensive only because of the highly targeted campaigns they offer. Any performance marketeer will talk highly about the targeting and reach of LinkedIn but, will hesitate to add it in the media mix as it will eat up all his/her budget.

The operating majority (of users) or Free users on the platform, around 60% need to be incentivized for using the platform and increase the time and engagement on-site for their followers so that advertisers and premium users can use the services, thereby making sure LinkedIn earns money.

The most important factor for LinkedIn then should be and is the USERS/ Content creators on its platform.

So, what is LinkedIn really selling?

Just like Google, Facebook, Instagram, and every other platform/ market place, YOU are their commodity, you are their product and you drive their sales and revenues. Self-branding is a thing, yes it exists.

So, What’s in it for the FREE User? Why would users willingly want to be exposed to ads? what’s the hook?

The LinkedIn Algorithm >> What it looks like

Linkedin algorithm explained - visual representation - pushkarraj mehta

The LinkedIn Algorithm >> Where do you find content?

The primary driver of users wanting to be on LinkedIn is the shared sense of contributing to the community, exchanging ideas, and better self-branding to communicate your views and insights to the business circles you are or want to be present in.

LinkedIn has evolved into a place where users get information for free and can exchange ideas, build connections with like-minded humans, and reach the right audience: i.e. colleagues, marketing managers, HR managers, or Business owners.

There are 5 main pillars that drive LinkedIn content, add value to the free users which ensure the entire model runs smoothly:

  1. Messages (Inbox)
  2. Newsfeed used for entertainment and staying up to date
  3. Learning from Publishing, information exchange
  4. Groups and Hashtags
  5. Jobs and Opportunities to find businesses

Once we get a grasp on this, the logic behind the algorithm makes sense. This is exactly why LinkedIn lets users post all kinds of content thereby keeping users engaged on the platform for longer.

The LinkedIn Algorithm >> The Secret

If you’re still here, you’ve probably figured it out.

If the number of users signing up and sharing content (ideas and insights) and in private messages goes up, the higher the chances of people paying for premium accounts. The longer you keep users on the platform, the more ads LinkedIn serves its users and the more money it makes.

It’s in LinkedIn’s best interest to show users content that keep them on the app and make them use the platform as much as possible. You become a positive contributor to LinkedIn’s revenue. So how does LinkedIn ensure the quality of content while incentivizing you and ensures the content quality is maintained…

There are 2 main barriers/ filters/ checkpoints to cross the threshold and break out as organic viral content.

  1. Relative content that engages.
  2. Get passed the LinkedIn wall.

The LinkedIn algorithm understands data. What that means to a user is, how relevant your content to the people following you/ engaging with you. What is the percent of engagement and time spent on your post? Once your content is approved by the niche you are in, it then has the potential to reach more audiences.

If you just post something every day and it has no engagement, you’re never going to reach a large set of audiences/ go viral.

LinkedIn needs to ensure that the content in the newsfeed is rich and makes the user come back to the website. A simple and effective way to get passed the LinkedIn wall, is to ask questions or ask people to tag others that would find this piece of content useful. Increase your chances by using a hashtag and you suddenly have a high probability to have a great organic reach.

The LinkedIn Algorithm >> Practical Execution: What to do to increase your reach organically

1. Be Relevant

If content is KING, relevance is the kingdom. To make yourself or your business seen, you’ve got to engage more, post more, share more, and comment more. Think about why would people follow you? What is your edge and what do you want to be known for. Use relevant hashtags (not more than 5) to leverage your content to reach the right audience.

Tag others who are within your industry and more likely to share your content and engage in the conversation.

While text is great, remember the rule book for the algorithm – more time engaging with your post. Posts with images get twice as many comments as text posts, and videos are five times more likely to get comments. Video is the going to be the driver of the majority of the content across all channels. Linkedin has even started Live streams. If this isnt prrof enough – we dont know what is.

2. Go niche versus broad

This tip comes straight from LinkedIn. “We know from our data that members are more interested in going deep on topics they’re interested in,” explains Davies. “Consistently we see better conversation around niche ideas.”

The algorithm is set to first identify niche content based on your profile and interests. It learns and optimizes with every post and interaction. Produce content that adds value to your audience and come back to your page/ profile to learn something, every time you reveal an insight.

This can apply to your entire content strategy, all the way down to the hashtags you use.

3. Encourage engagement

The LinkedIn algorithm rewards *drum roll* engagement — especially posts that inspire conversations. The best way to start a conversation is with a question. Ask your audience to share their opinions or insights with you. Posting the right questions positions your brand as a thought leader and provides an opportunity to learn more about your audience’s interests. This also creates for a content strategy where you can create content on what your followers want to know more of.

Share videos

What else drives engagement? Well, when Mark Zuckerberg said Video is the future, he knew what was up. Videos are the best way to engage any kind of audience. LinkedIn videos do incredibly well in this current algorithm. We’ll let you decide if selfie mode or landscape if your choice of shooting but – we feel that vertical videos do much better.

Rich Media > Text

Use high-quality images to grab your user’s attention. Image posts have 5X the reach as compared to a regular text-based post.

Get a few Comments in the first 40 minutes

Fresh Meat, We mean Fresh content has the highest probability to go viral. Set a process to get 5-10 comments in the first 40 minutes of your post going live. The LinkedIn algorithm really loves comments. And if you can manage to get human’s tagged in the comments, even better.

4. Optimize with LinkedIn Analytics

LinkedIn Analytics lets you play around and better understand which posts are performing better than others. Check the time you posted the content piece or used a specific call-to-action/ hashtag, was it a link to site or about a certain trending topic.

Google Featured Snippets 2020: All you need to know

What are featured snippets?

Defined by google: Featured snippets are special boxes where the format of regular listings is reversed, showing the descriptive snippet first. Earlier known and Rank 0.

Defined by Backlinko: Featured Snippets are short selections of text appearing at the top of Google’s search results that are designed to answer a searcher’s query. The content that appears inside of a Featured Snippet is automatically pulled from web pages in Google’s index.

Defined by Talking To Bots: Featured Snippets are short selections of text and or images that appear on top of Google’s search results page that answer the searcher’s query. These are placed before Rank 1 of listings and hence called Rank 0.

What do featured snippets look like?

featured snippet
Image pulled from knowledge graph for Rich Snippet Result
Rich snippet paragraph pulled from a website
PAA (People also asked) Snippet, but not a featured snippet

How can I mark specific pages to rank for featured snippets?

You can’t
Once you index your website on google, google pretty much has the right to crawl and show results from any and all indexed pages as a part of their user experience and or algorithm update testing.

*While performance-driven SEO’s will have an opinion on the PAA (People also ask) and Rich snippets addition to the search results page as it reduces the clicks to websites. We explore the reports and numbers from other sites to better understand what Google is really upto.

How can I opt-out of featured snippets?

This is straight from Google webmaster support blog:

Block both featured and regular search snippets

  • The nosnippet tag blocks all snippets (featured snippets and regular snippets) for the tagged page.
  • Text marked by the data-nosnippet tag won’t appear in featured snippets (or regular snippets either).
  • If both nosnippet and data-nosnippet appear in a page, nosnippet takes priority, and snippets won’t be shown for the page.

Block featured snippets only

Those who wish to retain snippets in regularly-formatted search results but not appear in featured snippets should experiment with setting the max-snippet tag to lower lengths. Featured snippets will only appear if enough text can be shown to generate a useful featured snippet.

Keep lowering the value if pages continue to show for featured snippets. In general, the shorter your max-snippet tag setting, the less likely the page will appear as a featured snippet.

Google does not provide an exact minimum length required to appear as a featured snippet. This is because the minimum length is variable based on a number of factors, including—but not limited to—the information in the snippet, the language, and the platform (mobile device, app, or desktop).

How to Optimize for Google’s Featured Snippets ?

While there is no checklist to rank for featured snippets/ rank o. If one purely thinks from a user point of view and the results Google will want to display to keep the user on google, there’s a real simple formula – dive deeper into insight and what the real intent is behind that search term or keyword.

Taking off from a quote by Matt Cutt’s that is second nature to all SEO’s, “Think about what a user is going to type” The answer to ranking for featured snippets / unlocking google, is really answering: “Think what the user wants to see” – Pushkarraj Mehta

We tested this out with a couple of websites and here are a few findings.

How to Rank for Featured Snippets/ Rank 0

1. Use Headings
2. Structure content for “Why”, “What” and “How” related questions.
3. Use listings and Bullets
4. Optimize questions for direct search queries
5. Ensure pages load lightning fast

Why Should you optimize for Featured Snippets?

Simple: Better Click-Through Rates (CTRs)

Hubspot did a superb detailed report and found ranking on snippets increased their CTR. Here’s a snippet of it 🙂

  • The x-axis relates to the monthly search volume for the search queries measured.
  • The y-axis shows the click-through rate (CTR) of the ranking HubSpot URL from within Google (i.e. how many people clicked on our search result versus the rest of the results in the search results page for a query).
  • The blue line plots the CTR from the SERPs for HubSpot URLs when we do not appear in the Featured Snippet, broken down by query search volume (x-axis).
  • The orange line plots the CTR from the SERPs for HubSpot URLs when we do appear in the Featured Snippet, broken down by query search volume (x-axis).

By and large, we get much more clicks through to our content when we appear in the Featured Snippet, but this becomes increasingly important as the search volume for a query increases.

What happens when a user clicks a featured snippet?

Clicking a featured snippet takes the user directly to the featured snippet text on the source web page. This happens automatically. There’s no markup needed by webmasters to enable a featured snippet. If a browser doesn’t support the underlying technology needed, or if our systems can’t confidently determine exactly where within a page to direct a click, clicking a featured snippet will take a user to the top of the source web page.

What are the different types of Featured Snippets?

There are various types of featured snippets you can optimize for. The most common ones are:
1. Paragraph snippets
2. List snippets
3. Table snippets &
4. Image snippets

SEJ:  Search Engine journal beautifully explains the different types of snippets and how to optimize for them in 2020 >> Click here

Google Featured Snippets 2020:
The June Update

Scroll To Text Fragment
This feature allows a user or author to link to a specific portion of a page, using a text snippet provided in the URL. When the page is loaded, the browser highlights the text and scrolls it into view. For example, the URL: [ islands, birds can contribute as much as 60% of a cat’s diet] This loads the page for Cat, highlights the specified text, and scrolls directly to it.

Navigating to a URL today will load the page scrolled to the top. On pages that provide element ids on appropriate section headings, users and other pages can link directly to those elements by providing the id in the “URL hash”. For example, navigating to will load the page for Cat, scrolled to the “Senses” section. However, the URL hash relies on authors annotating their page and correctly guessing all points that might be interesting to a user. This feature will allow the link-creator to specify which portion of the page is interesting, without relying on author annotations.
Basically, better tracking for clicks from featured snippets.

Clients we’ve helped rank on featured Snippets or Rank 0.

If you’re looking for a consultant/ agency to help you dominate google, give us a shout. Here’s some of our work.

1. Client: Wedevelopment

pros and cons of self redevelopment | rich snippets | pushkarraj mehta, TTB.001
Desktop >> Featured Snippet (Rank 0): Pro and Cons of self redevelopment
Desktop >> Rank #1: What is self redevelopment
Mobile >> Featured Snippet (Rank 0): Pro and Cons of self redevelopment. (We used AMP here)
Mobile >> Rank #1: What is self redevelopment (We used AMP here)

2. Client: DY Works

best design thinkers in mumbai - pushkarraj mehta
Desktop >> Featured Snippet (Rank 0): Best design thinkers in Mumbai
Desktop >> Rank #1: Workshops Page on website
Mobile >> Featured Snippet (Rank 0): Best design thinkers in Mumbai (Non AMP page)
Mobile >> Rank #1: Workshops Page on website (Non AMP page)

This campaign won the award for ‘Best use of SEO in a campaign’ at the Kamizaze B2B Business Summit and optimized for Voice search as well.

For all SEO related questions/ drop a comment or get in touch

Evolution of Digital Marketing Agencies in India

Evolution of Digital Marketing in India

Was thinking of the mighty #BlueOcean and the brain decided to do this. Here’ a fun report from google trends on the evolution and growth of agencies in India from 2004 to 2020.

Before we actually look at what agencies Indians are looking for online, let’s take a step back to better understand the evolution and growth of digital marketing in India. 

Evolution and Growth of digital marketing in India: A few stats

Digital advertising in India has reached the $1 billion mark in FY 2016-17

  • Likely to grow at an average of 14 percent annually.
  • Digital media remains around 12 percent of the overall ad share and is expected to grow up to 24 percent by 2020
  • ‘Search and Display’ summons the largest share of the total digital advertisement spends
  • New-gen customers check their smart devices every 9.6 minutes or every 159 times a day.
  • Almost 220 million users are accessing digital services through their smartphones

Source: KPMG

Evolution and Growth of digital marketing in India: A few stats: Growth in Indian Internet Users

  • The number of internet users in India was at 432 million in December 2016
  • The number of mobile internet users in India has reached around 420 million by June 2017
  • The numbers will get double by 2021 as digital transformation will take it to estimated 829 million
  • This number is growing at very fast pace as there is 38% penetration in India.

According to a combined study of CII and KPMG, India’s digital advertising industry is growing at 33.5 (2015-2020) percent (CAGR) and by 2020; its value will exceed the INR 255 billion marks.

Evolution and Growth of digital marketing in India: Number of Internet Users in India

A number of internet users in India to reach 829 million by 2021 and that is a BIG number. We’ve plotted the number of users against the date in the graph below.

Evolution and Growth of Digital Marketing Agencies in India: Google Trends report

The report below shows the trend in Google searches for the following “agency related search terms”. We looked at 1. Advertising Agencies, 2. Digital Marketing Agencies, 3. Media Agency and 4. Social Media Agency and their demand/ interest from 2004 – 2020.

Location: India
Time Range:
2004 – 2020
Type of Search:

Advertising Agency
Media Agency

Digital Marketing Agency

Social Media Agency

*Data: Past 16 years

Location: India
Time Range:
2010 – 2020
Type of Search:

Advertising Agency
Media Agency
Digital Marketing Agency
Social Media Agency

Data: Past 10 years

Location: India
Time Range:
2015 – 2020
Type of Search:

Advertising Agency
Digital Marketing Agency
Media Agency
Social Media Agency

Data: Past 5 years

Location: India
Time Range:
2018 – 2020
Type of Search:

Digital Marketing Agency
Advertising Agency
Media Agency
Social Media Agency

Data: Past 2 years

Location: India
Time Range:
2019 – 2020
Type of Search:

Digital Marketing Agency
Advertising Agency
Social Media Agency
Media Agency

Data: Past 12 months

Digital Marketing Agencies & Advertsing Agencies

With the Covid-19 pandemic, the digital migration has begun for all brands. Digital Marketing Agencies have been taking over roles of marketing managers with Content Planning & Creation, Media Planning & Buying, SEO, SEM & Social Media planning, Launch ideas and today even Ad campaigns. A one-stop solution is what Brands are looking for & Agencies will have to evolve into this role or go extinct.
Advertising agencies are building a media division, digital marketing agencies are building a content division.

Our frustration is that everyone is force-fitting data into a deck either from a creative PoV or a Strategy PoV. The piece very few agencies are getting right is the data piece. How to use insight to help grow the business. I Promise to do a blog post about this soon. 

Location: India
Time Range:
2004 – 2020
Time Range: 2019 – 2020
Categories: All
Type of Search:

Digital Marketing Agency
Advertising Agency
Social Media Agency
Media Agency

evolution of digital marketing india - freelance evolution of digital marketing india - freelancers


But will surely give them a run for their money.

With the number of layoffs and the economic recession right upon us, freelancers will be the answer to most digital marketing problems. They have the skills and with budgets shrinking, will be the go-to choice for startups and SMBs.

   Is what we think, anyway 🙂

Evolution & Future of Digital Marketing Agencies in India: 

The ‘Gig’ economy is here and here to stay.

Concluding thoughts: 

India is one of the largest and fastest growing digital markets globally. By the end of the year 2020, in India, the digital industry will produce more than 20 lakh jobs, countless new agencies, and even more businesses that need help winning online.

Partner with someone who understands your business need and constantly evolves. Drop us an email and stay ahead of the curve or to better understand how to plan for the future. 🙂

Skype V/s Zoom: What really happened

How did Zoom beat Skype

Skype Vs Zoom Vs Meet

What happened to Skype
Skype V/s Zoom
Why Skype lost
How did Zoom beat Skype

When Microsoft purchased Skype in May 2011 for 8.5 Billion they did not see the current WFH situation due to the corona virus, but it for sure did not see zoom coming in and taking 90% of their market away for which Skype stood its ground for the last 14 years.

2011 was the same year that Zoom and Snapchat were founded, and Apple launched the iPhone 4S. Skype had more than 100 million active users back then, and 8 million of those were paying to use the service to make and receive calls using the voice over internet protocol (VoIP).

With most organisations using and familiar with Microsoft Office, Skype would be the logical choice/ platform to opt in to for businesses.
To prove a marketeer’s point, Skype found itself out of sight, out of mind, replaced by an app half its age: Zoom.

What happened?

Microsoft already had VoIP telecommunications software built into its programs, including Windows Live Messenger. Microsoft wanted to capture the essence through the acquisition of a very popular consumer product. Skype was cool, before Skype was a product.

When the buzz didn’t move over, Microsoft doubled down on trying to make it compete with everyday communication apps, while sacrificing the thing that made it most useful: reliable video calling. They did a redesign of the app and tried to make it a bit more sexy, young and fresh to compete with the WhatsApps and Telegrams of the world.

They even tried  using “mojis”, Skype’s version of emojis and tired to steal the UI from snapchat. While playing catchup, the brand lost its way and didn’t focus on the core functionality – Ensuring the video call quality remained top notch.

By June 2017 the average app store rating for Skype dropped from 3.5 stars to 1.5 stars.

While Skype was trying to clean up its act, Zoom started adding relevant features and firming up the quality of calls to result in fewer dropped lines. Quality > Number of features

By July 2021, Microsoft wanted Skype to disappear and anyone wanting to make a business video call through Microsoft products will instead have to use Teams.

An April 2020 survey of 1,110 US companies by Creative Strategies showed that 27 per cent of businesses primarily used Zoom for video calls and meetings, compared to 18 per cent that used Teams, and 15 per cent that used Skype. Many companies had quietly moved over from Skype to Zoom in the intervening years as Skype added more and more features that didn’t fit the core functionality of the service: producing decent quality video calls.

And so…..when coronavirus hit, what in the first half of 2017 would have been a call to download Skype to keep in touch instead became a demand to download Zoom.

“Zoom has become the poster child for video conference, both from a consumer and corporate perspective. If you look at the strength of Skype and Teams combined, they should be the ones having the Zoom moment but they’re not.

It’s marketing, and a lot of people think of Skype as yesterday’s video calling.” That’s echoed in the news coverage of video conferencing: according to data compiled by Muck Rack, a website collating journalism produced around the world, between May 2019 and February 2020, Skype invested in media discussion around video conferencing. But when journalists started having to recommend software to use, they began mentioning Zoom more and more at the expense of Skype and other competitors. In March, Skype was mentioned in 51,000 articles, while Zoom gained mentions in 60,000 stories. By April, Skype remained the same, written about in 50,000 articles, while Zoom was included in 195,000 stories.


What went wrong for Skype, where Zoom picked up the pieces well:

a. Easy to install – Installing/ using zoom was easier than Skype by far. Onboarding is the biggest barrier to entry for apps. Zoom enabled a browser feature and acquired new customers easily.

b. No Bugs – Skype started having a lot of bugs to accommodate the new UI and features. Zoom, kept it simple and was bug free.

c. Spam – Remember secret texts and spams messages on Skype? Don’t want that anymore.

Common sense takes over and During Covid-19 we made the decision to switch to Zoom from Skype, as it offers us the features we’re looking for – reliable video calling.

From a business side, the companies that experienced quality issues with Skype in recent months, didn’t encounter them on Zoom. They also found that they were increasingly alone in using Skype. More and more of their clients are using Zoom, which means they already have the platform installed and are ready to go. And clients that don’t use Zoom have no issues connecting to the browser version.

Zoom has to now deal with security challenges, but that’s another problem blog post.

So what will be Skype’s legacy, What Happened to Skype? What will happen to Skype?

Having gone from being the go-to video conferencing app that has sat out the biggest potential use case for its product in human history?

As a fellow fanboy/ early adopter to what Skype was (ahead of its time), I’m still shaking my head thinking, how did they take one of the coolest hero products and turn it into a zero product and miss out on this opportunity.

The inspiration for this blog post came from this brilliant meme I came across. So, instagram content creator Quentin.quarantino, thank you! Keep them memes coming. The world needs more memes.

Skype versus zoom meme

Google’s May 2020 core update

Google’s May 2020 core update & Impact India on Business.

Google’s May 2020 core update

May the 4th be with you – was what was playing on every Search engine marketeers brian, on LOOP.  When google generally announces an algorithm update, it usually has all the SEO gurus, SEO Ninjas, SEO masters glued in to their search console and analytics data to avoid a trip to the cardiac unit.

Search Engine Land, compiled a report of several data companies that track Google’s search results to send us impressions of this update and they all agree, this is one of the largest Google core updates in a long time.

At TTB, we verified the data for the Indian the market, and India shows the same results – we’re a week or 2 late but wanted to ensure our research for India centric. The only reason for doing this is most reports that arise from Search Engine Land and Moz are more US, UK centric. In the truest sense, going #VocalforLocal for the Google’s May 2020 core update.

Initial Thoughts on the Google May 2020 core update

The Google May 2020 core update/ Google algorithm update started to roll out on Monday, May 4th. Like all core updates, this was a global update and was not specific to any region, language or category of web sites. It is a classic “broad core update” that Google releases every few months or so. While we had BERT come in a change things up for a bit, the May 2020 update was triggered by
1. Change in search patterns due to Corona Virus
2. The change in searches from mobile back to desktop because of the Work from home situation
3. To battle amazon and instagram shopping experience.
4. Australia’s and France’s stand on news publications.

That my take on this anyway:)

Here’s what thought leaders had to say:

1. Rank Ranger:

Mordy Oberstein from RankRanger called the May update “an absolute monster.” “The January update was a very big update yet this one slightly edges it out,” he added. The company shared this chart comparing the May to January 2020 core updates in terms of rankings volatility for the terms it monitors.


Google’s May 2020 core update_ Top 3 results, Top 5, Top 10 results on Google

What the graph means: In all cases, the May update shuffled the Google results more than the January update.

January 2020 Update for Top 3 searches: Rank Volatility: 35%
May 2020 Update for Top 3 searches: Rank Volatility: 38%

January 2020 Update for Top 5 searches: Rank Volatility: 55%
May 2020 Update for Top 5 searches: Rank Volatility: 63%

January 2020 Update for Top 10 searches: Rank Volatility: 84%
May 2020 Update for Top 10 searches: Rank Volatility: 93%

Oberstein added that the Google May 2020 core update is different than previous core updates because “this update appears to be far more uniform across the niches I looked at than your typical core update.” Here are two charts he shared illustrating the May core update’s impact on page one results across a number of industry verticals in RankRanger’s data set.

Google’s May 2020 core update_ Travel, Retail, Finance - Top 3 results, Top 5, Top 10 results on Google

May 2020 Update for Top 3 searches: Rank Volatility: 31%
May 2020 Update for Top 5 searches: Rank Volatility: 56%
May 2020 Update for Top 10 searches: Rank Volatility: 91%

May 2020 Update for Top 3 searches: Rank Volatility: 37%
May 2020 Update for Top 5 searches: Rank Volatility: 61%
May 2020 Update for Top 10 searches: Rank Volatility: 83%

May 2020 Update for Top 3 searches: Rank Volatility: 47%
May 2020 Update for Top 5 searches: Rank Volatility: 72%
May 2020 Update for Top 10 searches: Rank Volatility: 97%

May 2020 Update for Top 3 searches: Rank Volatility: 38%
May 2020 Update for Top 5 searches: Rank Volatility: 63%
May 2020 Update for Top 10 searches: Rank Volatility: 94%

Google’s May 2020 core update_ Top 3 results on google

May 2020 Update for Rank 1/ Position 1 on Google: Rank Volitility: 7%
May 2020 Update for Rank 2/ Position 2 on Google: Rank Volitility: 17%
May 2020 Update for Rank 3/ Position 3 on Google: Rank Volitility: 25%

May 2020 Update for Rank 1/ Position 1 on Google: Rank Volitility: 10%
May 2020 Update for Rank 2/ Position 2 on Google: Rank Volitility: 20%
May 2020 Update for Rank 3/ Position 3 on Google: Rank Volitality: 29%

May 2020 Update for Rank 1/ Position 1 on Google: Rank Volitility: 11%
May 2020 Update for Rank 2/ Position 2 on Google: Rank Volitility: 24%
May 2020 Update for Rank 3/ Position 3 on Google: Rank Volitility: 36%

May 2020 Update for Rank 1/ Position 1 on Google: Rank Volitility: 11%
May 2020 Update for Rank 2/ Position 2 on Google: Rank Volitility: 18%
May 2020 Update for Rank 3/ Position 3 on Google: Rank Volitility: 31%

2. SEMRush

Yulia Ibragimova, Olga Andrienko and the SEMRush team prepared a lot of data on this update. SEMRush said that this update was bigger than the January core update as well. They said, “the May update is stronger and influencers more SERPs and positions.” The SEMRush sensor tracking tool is showing a score of 9.4, whereas the January update was closer to 8. So this was a big update relative to other core updates.

Google’s May 2020 core update_ SEM Rush industries impacted

SEMRush data showed the industries most impacted were travel, real estate, health, pets & animals, and people & society. Here is the chart of breakdown volatility by industry from SEMRush:

Google’s May 2020 core update_ SEM Rush industries impacted List

SEMRush also shared the winners and losers of this update. The winners were,,,,,,,, and The losers were,,,,,,,, and

3. The SEO community:

The SEO community in both the online discussion forums and on social media around the Google May 2020 core update have been extremely vocal about this and some people claimed to have lost over 90% of their Google organic traffic, while others did well from this update.

The community is split into two:

  1. SEO’s that are frustrated with Google and the constant effort of the search engine to keep users on Google and not take them to the website with PAA/ Knowledge graphs and
  2. 2. SEO’s that want to take over the PAA listings and use is as a tool for branding/ building credibility.Which side are you on?

What to do if your website is hit by the Google May 2020 Update:

Google has given advice on what to consider if you are negatively impacted by a core update in the past. There aren’t specific actions to take to recover, and in fact, a negative rankings impact may not signal anything is wrong with your pages. However, Google has offered a list of questions to consider if your site is hit by a core update.

Why we care:

It is often hard to isolate what you need to do to reverse any algorithmic hit your site may have seen. When it comes to Google core updates, it is even harder to do so. If this data and previous experience and advice has shown us is that these core updates are broad, wide and cover a lot of overall quality issues. The data above has reinforced this to be true. So if your site was hit by a core update, it is often recommended to step back from it all, take a wider view of your overall web site and see what you can do to improve the site overall.

Here’s the summary of the Google MAY 2020 core update: The TLDR (Too long didn’t read) version

  1. Perhaps the biggest and most volatile Google update yet.
  2. Industries most impacted were travel, health care, real estate, pets and people and society.
  3. PAA and knowledge graph continue to keep users for more clicks on google resulting in a lower CTR to site
  4. Voice search will get more efficient as Google rewrites Meta descriptions with AI ML and BERT logic
  5. Overall CTRs will drop as google is scraping website content and keeping users on – Youtube plays as a light-box and PAA dominate SERP’s – you click on one and it opens related PAA’s

Top 10 Digital Marketing Trends in India 2020 Post Covid – 19/ Corona Virus

Digital Marketing Trends in India 2020 Post Covid – 19/ Corona Virus

While all the marketing pundits had predicted trends for digital marketing in 2020, The Corona Virus Pandemic has caused a major change in the digital transformation for all businesses.

To write this blog post differently, I have added MEMEs for each trend. I mean, how else do we communicate in these times. 🙂

Digital Marketing Trends in India- 2020 Post Covid - 19: Corona

It doesn’t matter what your company/ industry/ sector/ region is, or what products and services you offer – the evolution go the internet cannot be ignored.  While having a website and a Facebook/ Instagram page is all you needed to survive, today you need a strategy for each platform. Successful businesses need to be relevant to their audiences across all the digital touch-points. After all, Digital Darwinism is an unforgiving reality.

If you don’t adapt, you’ll surely go extinc………t.

TLDR: Digital Marketing Trends in India 2020 Post Covid – 19/ Corona Virus

1. Facebook 

2. Instagram  (the new go-to app)

3. Chatbots (Will Dominate Customer Service)

4. Video (Was and Always will remain KEY to telling your Brand Story)

5. Good Content Still Matters (and Now Context Matters More!)

6. Personalized Email 

7. AR/ VR and Interactive Content Will Become Mainstream

8. Voice

9. Push Notifications

10. Regional

1. Facebook 

Facebook is no longer the kingpin in the social media world. According to Forbes, 41% of its users are over the age of 65. While it is by no means struggling, it’s clear that Facebook is losing ground with the younger demographics, who tend to prefer the more visual, interactive experiences offered by Instagram, Snapchat, and the rising star, TikTok.

After the data breach scandal in 2018, Facebook has lost significant credibility, with many people growing frustrated and resentful with the platform’s proliferation of fake news, political propaganda, and cyberbullying. The once-dominant force is continuing to drop in popularity with younger demographics, with TechCrunch speculating that Facebook may be dead to Gen Z.

Facebook is still massive, when you start thinking the company monitors your whatsapp texts, instagram feed and comments, location tagging/ checkins and messenger conversations. Facebook also studies your interactions across websites where you shop with the pixel. With Facebook’s investment into RIL, Tier 2 and Tier 2 of the emerging indian market is facebook’s bet to generate ad revenue.

Digital marketing trends for 2020 - Facebook

2. Instagram  (the new go-to app)

Instagram has disrupted the e-commerce space let alone be a platform for content. It’s meteoric rise has already seen it pass one billion users, an impressive achievement. It is one of the most rapidly growing social media platforms. Most of its audience is especially under 30. Facebook has become the platform for an older demographic.

Influencers recently raised concerns with Instagram recently decided to remove the likes – however for any marketer the measurable metric should be engagement through shares or comments and or affiliate links that in turn show purchase/ brand lift. While it could lead to an uptick in content quality, many users may drift away from the platform in search of vanity metrics on YouTube and Ticktock.

Digital marketing trends for 2020 - Instagram

3. Chatbots (Will Dominate Customer Service)

Chatbots will evolve with the investments in AI and morph into your virtual “concierge” to get your users to the closest touchpoint where human intervention is needed. Humans are getting used to chatbots and chatbots are learning about humans – its a budding relationship and expect this relationship to only get stronger as we deep dive into data,  marketing funnels, and conversions. With 24-hour support, no cost of salaries and instant responses to customer queries, no need for breaks, vacations, or overtime pay. Facebook pages are helping educate the customers and contact forms have further evolved into chat bots. Chat bots are here to stay.

Digital marketing trends for 2020 - chatbots

4. Video (Was and Always will remain KEY to telling your Brand Story)

If your business isn’t already using video marketing, you should get on board this year before you go extinct. In a post corona world where human interaction is going to drop tremendously, text and images don’t stand a chance against video with the growing ADD in customers, especially when it comes to trying to sell products and services online.

Humans are watching more video than ever before, using smartphones to watch and share videos about everything, learning more about brands, and what they have to offer. Think about these stats from ImpactBND:

  • 70% of consumers have shared a brand’s video.
  • 52% of consumers claim that watching product videos makes them more confident and guides their online purchasing decisions.
  • 72% of businesses believe video content has improved their conversion rates.

Live streaming as annoying as it is becoming now, is a powerful method of digital marketing when combined with influencer marketing. Whether it’s the new generation of social media influencers or traditional sources, such as celebrities, athletes, and musicians, having a live stream with an influencer who is interacting directly with comments is a huge draw for an audience.

Twitch has over 15 million daily active users, most of whom tune in just to watch live streaming videos from influencers like Ninja. Arguably the world’s most popular gaming influencer, Ninja, recently signed an exclusive deal with Mixer, which was a power play by the Microsoft-company in recognition of the expected value of live video streaming in the year ahead.

Digital marketing trends for 2020 - video content

5. Good Content Still Matters (and Now Context Matters More!)

Content always was and will remain KING. A content strategy is at the heart of any marketing strategy. Google in 2016 announced micro moments and mapped customers on different stages of their journey developing a deeper, more sophisticated understanding of online content, and so, marketers must think carefully about their target market and how they can tailor content more precisely in 2020.

BERT was the big update, released on Google in November 2019 which uses intent as a ranking factor, but the major update pushed out on May 17, 2020 due to the corona virus has started impacted some sites more than others. Advice from Google is that “rather than chase the latest SEO trends, it’s more important to ensure a site has fast speeds, useful links, and well-written content.”

Make no mistake. Content marketing is going nowhere.

That being said, Google is getting smarter, and so are algorithms on social media platforms. Remember the last Facebook video you liked and how all of a sudden your newsfeed showed all video in the same genre, category?
Companies must keep this in mind as they create new content in 2020.

Digital marketing trends for 2020 - content

6. Personalized Email 

As digital led brands invest in data to get a better understanding of the customer/audience patterns to emerge and the more this purchase cycle gets fed into smart algorithms and prediction models, emails will be super customized and personalized going forward. The data the companies and brands will have for the customers is going to so accurate that a wring communication sent or a bad experience is something that won’t be accepted.  Emails can be specific to something specific, such as a user browsing a particular product, and then follow up with a promotional price or demo video in a personalized email, this can be very effective. Email is often the final trigger to motivate an action, especially when combined with your remarketing techniques.

That leads us to one of the most exciting digital marketing trends in recent times

7. AR/ VR and Interactive Content Will Become Mainstream

Interactive content is anything that people can click on, swipe, or interact with online.  With the lockdowns and WFH protocols, AR and VR will be the driving forces for experiencing brands.

More companies will experiment with interactive content types, such as:

  • Quizzes and polls
  • Augmented reality Videos
  • 360-degree videos

These formats leverage cutting-edge marketing technology, such as augmented reality and video content, to offer people a more immersive, engaging experience. With limitation on travel and human contact and the 5G revolution setting in – AR – VR will be definitely be game changers in the space.

8. Voice

Thanks to Siri, Google, Alexa, and a host of other ‘smart’ devices voice search or communication is continuing to rise. The real lesson for us is that people like to talk and that is a preferred way of interacting. And now, machines are finally catching up to the way people want to search, shop and discover new things.

However, this presents some interesting challenges. This for once changes the SEO logic of keywords. Conducting a voice search, for example, is very different from typing a query, particularly in the results. When a person performs a text-based search, the screen displays the results one page at a time. But when someone asks a device to conduct a search and the device replies verbally, it may only give a few choices at most, and frequently supplies just one choice.

Adopting a voice search strategy isn’t just about remaining relevant – it’s also about creating a unique and optimized customer experience that will foster relationships and build brand loyalty.

Marketers targeting voice search users should remember to write in a conversational tone, using keywords that people will speak rather than type. Doing this will help you get the coveted position zero or featured snippets on Google.

Digital marketing trends for 2020 - Voice

9. Push Notifications

Websites, apps, brands whatever you want to call it, will start pushing a lot more notifications on to your screen. From your smartphone to your laptop and your home TV, data is being collated. Smart TVs have the same log in details and in an age of multi-screens, brands are sure to send notifications out at each touchpoint to push you into the next marketing funnel. It was Swiggy and Tomato pushing notifications at lunch and dinner time on the onset, 2020 should see TV shoes, workout apps and even music apps send you notifications by studying your behavior patterns.


10. Regional

As the internet gets sent to the deeper parts of India, Regional languages and regional content will see a stark rise in constant consumption and creation. A quick search on youtube trending or twitter will easily show you the rise in trending topics that are not in English. India has had multiple regional languages and with data reaching the far corners, content diversity and personalization will also rise.

Digital Marketing Trends in India- 2020 Post Covid - 19: Corona - regional

How to post a REALLY LONG photo on Instagram | Tutorial Videos

How to post a REALLY LONG photo on Instagram | Tutorial

keep scrolling, scrolling, scrolling, scrolling, scrolling, scrolling, scrolling.
keep scrolling, scrolling, scrolling, scrolling, scrolling, scrolling, scrolling.

Is what the new glitch is. It lets people post extra-long images onto their feeds.

The glitch appears only on iOS.
You need to create or save an extra-long image, then open up Instagram’s photo picker and select it. The app seems to be failing to properly crop them right now.


The exceptions:

Images that are too long seem to not work or to turn up all black.
Images may also get cut off and appear really pixelated.
This isn’t quite a chance to post a full-res scan of a beautiful banner you made.

Here’s a really simple video on ‘How to post a really long photo on your instagram. It started trending on May 7th and all influencers have started posting in real time.
This format is trending on Instagram right now.

Here’s a fun little twist on break the regular IG feed and WOW your IG followers.
Be careful though and don’t spam your followers.

YouTuber Alvin Leal made this super easy video tutorial

Here’s Exoidz Youtube Video

Here are some really cool examples for Brands picking up on the trend.

How to do post a long scroll/ stretched Instagram image/ post:
1. Go to:
2. Image Size: use size 30×600
3. Download and post

Instagram Long Post #1: Mr. Poopy Butthole from Rick and Morty saying,
Ooooooo Weeeeeee

View this post on Instagram

O o o o o o h w e e e e e e e

A post shared by Rick and Morty (@rickandmorty) on

Instagram Long Post #2: Slim Jim, with theirG🅰️🆖 is as strong as it is long.

What Indians Googled During Coronavirus

What Indians Googled During Corona Virus

The Corona Virus/ Co-vid19 Virus has literally changed our lives. While we are all still learning to adjust to this new way of living, we’ve changed our lifestyle, preferences, lifestyles, and even eating habits. The lockdown meant not only spending more time with family but also a change in what we think are essentials.
As a nation, we turned to the internet, asking google all kinds of questions to survive this pandemic. Week 4 of March (March 22 onwards) saw a spike in the following searches which were triggered with the Janta Curfew announcement. From DIY searches to wine shops near me, here are the top most searched keywords by Indians and their interest during this time.
Top 10 Digital Marketing Trends in India: 2020 Post Covid – 19/ Corona Virus

What Indians Searched for During Corona Virus: #1 The Corona Virus/ Covid-19

From a search engine/ keyword POV, Indians chose to call the Virus, Corona Virus instead of Co-vid 19 or the Wuhan Virus or the Chinese Virus,
PS: While we would like to credit Mr. Atavlae for #GoCoronaCoronaGO, this isn’t the case. Mainstream media and PM Modi have lead the fight against #CoronaVirus

What Indians Searched for During Corona Virus: #2 Lockdown India

The Janta Curfew was followed by Lockdown India which trended as the highest searched terms from the 22nd of March. We all knew it was coming, it was just about when will it be announced and for how long.

What India Searched for During Corona Virus

What Indians Searched for During Corona Virus: #3 DIY

Perhaps the keyword of the decade. DIY is the buzzword, content plan for most influencers to kick start their online presence in the youtube universe.

While Corona, triggered  DIY hand sanitizer searches, and disinfectants to be made in-house, a lot of humans searched for DIY ideas for mothers day which is on the 10th of May, 2020. This makes us happy! Proactive thinking gift ideas for MOM are the kind of people we need in this world. More power to you humans.

*Exception: This video went Viral on whatsapp, humans did not have to google it. Only in India

What India Searched for During Corona Virus: #4 How to Cook

Yes, we’re all master chefs now and are eating twice our body intake before we were stuck in quarantine. What’s interesting is, while social media takes lead on special recipes by famous chefs – Google tells another story altogether.

How to cook Rice, How to cook rice in a cooker and how to cook red rice trended for rice lovers.
How to cook beef also was a trending search (in a country where Beef is banned in most states, go figure)
A handful of our population wanted to learn How to cook oats and Daal. Survival mode: on.

What India Searched for During Corona Virus: #5 Mahabharat

A case-study in content marketing/ reusing popular content and a masterstroke by our beloved Door Darshan (DD) to bring back the Mahabharat series (along with Ramayan and Chanakya). When everyone was quarantined, it was a no brainer for every home to tune into DD over their Smart Tv’s, families in tow for nostalgia and positivity during these troubled times. The surge of humans wanting to find out more and visit the DD website makes us think, their servers surely must have crashed the day they announced it.

TRPs = Check

What India Searched for During Corona Virus: #6 PornHub

“The internet is a reflection on human society” & “Data does not lie.”

The graph says it all. While the government has banned a half dozen porn sites, Pornhub remains the category leader here and a common search term for every house in incognito mode.

So much for being a Sansakri nation.

What India Searched for During Corona Virus: #6 Wine Shops

What really runs a country? Wine shops near me trended the day the lockdown was announced. While there’s always a search for wine shop near me, one has to stock up – god knows how long we’re all going to be quarantined.

Also, businessmen in Rajasthan are ahead of the curve, applying for the lottery to set up shop once this ends – to celebrate or for when we’re all diagnosed with it and need to party the night out and go out in style.

To find out more about what keywords Indians searched for that directly impacted your business or to dive deeper into what the sentiment is and create content for the same, email us.

Pushkarraj Mehta, Founder TalkingToBots gets featured on Your Story for DIVEIndia

It brings us great joy to let you know our founder, Pushkarraj Mehta – gets featured on yourstory for his work on DIVEIndia.

Highlights from the article:

Based in the Andaman islands, scuba diving centre Dive India is working on its online presence to attract divers from across the world.

“Being a remote location, with most of our audience only finding us through online research – Google and Google products have played a pivotal role to help reach out to our audience. We partnered with Pushkarraj Mehta (, our digital marketing consultant, in November 2015 to lay down a solid foundation for SEO and to drive traffic to the website with Google ads to help achieve our online goals. We turn up in the top three searches for anyone wanting to learn and or scuba dive in the Andamans.”

“We’ve increased our website lead conversions by an average 230 percent year over year and increased our website traffic by 400 percent by reducing advertising spends by 25 percent.”

Click here to read the entire story here.