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What Is eCPM In Mobile Advertising?

What Is eCPM In Mobile Advertising….?

  • Posted OnJuly 13, 2016

  • Written By Shabana Gandhi

How do you know whether the advertisements on your mobile app are generating the desired income? The eCPM formula seems to be the answer going by what designers, ad publishers and advertisers are saying.

Defining eCPM and how it works

The full form of the term is Effective Cost per Mille (a Latin word for 1000). The monetization of an ad can be calculated using the formula:
ecpm advertising

To explain further we need to break up the formula into its salient components. This is how it works:
1. First you divide the total earnings (from an ad) by the total impressions given to that particular advertiser. A single impression means the ad is picked from its source and displayed once on the screen of the mobile app.
2. The quotient (after dividing) gives you the income from one impression. Now you know how much you earned for displaying a single ad just once in your app.
3. Since you are measuring per Mille or thousand you have to now multiple by 1000. The result shows your average earning from the advertisement.

Is eCPM essential with Mobile App Advertising?

The formula measures the monetization of each advertisement published on your app. It generates income every time a user sees it and not just when someone clicks on it. As a publisher you are definitely going to have more than one ad on your app to generate more revenue. This formula compares the incomes generated by different ads that run concurrently. It is a universally accepted standard that evaluates how good each ad campaign really is. Now you know whether a particular ad is worth publishing and which advertisement has monetized the most.

The eCPM of each ad is displayed against it on your mobile app. At a glance you know the user response to each ad. Obviously, the higher is the eCPM the more is the income from that campaign.

Using an Ad Network to boost your income

A Mobile Ad Network maintains a database of unsold advertisements. Each ad is offered to a potential publisher as a code which still remains on the Network’s site. The ad is published from the Network’s pool onto your app. Now the Network takes control of targeting the users of your app, tracking and calculating the eCPM and reporting monetization.

A Mobile Ad Network is a way of monetizing and monitoring the efficiency of ads on your mobile app via third party. Some networks maintain pools of ads categorized by different types of goods and services and offer them by relevancy. An ad for protein shakes would generate a greater interest and better user response on a fitness mobile app, wouldn’t it? Others keep a general pool of advertisements that would suit different age groups or behaviour patterns. Either way, their main aim is better monetization of the mobile app.

Mobile App Advertising is very easy because the Network launches and monitors the monetization of all the ad campaigns. But this convenience comes with its shortcomings. It is similar to excessive delegation of duty. Sometimes relevancy could cause a problem because you have left the decision to others. An ad might be out of context for the regular users of your app. And that’s definitely bad with where monetization is concerned.

How SEO Evolved Over The Years

How SEO Evolved Over The Years

  • Posted OnMay 4, 2016

  • Written By Vandana Verma

SEO better known as Search Engine Optimization is a digital marketing strategy containing formulae and mantras. It’s used for Internet Marketing, a digital necessity. Only the most enlightened in the Internet industry understood SEO’s relevance in its early phases.

With the onset of social media, marketing has grown to a whole new level. Some consider SEO, the term, dead, but is it really? No. Though some conventional SEO methods are no longer in use, over the years, the term ‘SEO evolution’ is prominent.

Old & New

The numbers of websites are growing at a rapid phase. Initial search engines like Excite performed well as it provided content based on a single keyword. But as more websites and content arrived, focus on single-word keyword had to cease. Later in 1994 and 1997, Yahoo and Google arrived to become the major players in search engine field. Marketers included spammed backlinks, keyword stuffing, and excessive tagging to generate rankings. Later, when Google emerged as the colossal search machine, many guidelines were and still are dictated by Google.

Let us examine the old & new SEO briefly.

Old: The old system focused more on page and ranking with a singular keyword. Almost 70% of traffic came from long tail keywords. The content created was solely made for the search engine and quality was given the least importance. Many backlinks often spammed were created.

Google had an immense flow of traffic once the tech giant took charge. It changes its algorithm almost 600 times per year to accommodate trends. If the marketers don’t grasp the new updates, they are likely to lose the game.

New: Return-on-investment is a huge parameter these days. Instead of single keyword, user data surfing/user experience, “How people connect with particular services, brands and products” is given stress. Also, with a cluster of websites and links available, authenticated content is the need of the hour. How links, descriptions and content perform is a key today. Social media plays a big role here. The content provided gives a real sense to the audience as quality is given utmost importance. Quality backlinks are prominent as focus is really into relationship building.

Today’s SEO marketing is clearly based on reality rather than the old system where emphasis was just in creating content. For e.g. today if you want to search for the best washing powder, the results will clearly direct you to the pages which are most accurate.

It is because ratings, comments and views shared on the internet influence website rankings. Online activities play a role here. And surely, multiple keyword integration has taken place to provide better results. Searching is way faster and smooth because of appropriate information.

Marketing gods and goddesses have divided the SEO evolution phases into 5. Phase 1: New Signs (1991-2002), Phase 2: Early Period (2003-2005), Phase 3: Middle Ages (2006-2009), Phase 4: Enlightenment Phase (2010-2012), Phase 5: Modern (2013-Present).

Today however, Mobiles have become the new device for media consumption. Focus must clearly be directed to optimizing the experience. Without such optimization, websites have lost search visibility. However, privacy risk shall be mentioned here. Google’s dictatorship has led to it using the user data to increase its presence by showing results based on cookies, history, location etc.

microsite- website-design

What Is A Microsite & Why Do You Need One?

  • Posted OnMay 18, 2016

  • Written By fscadmin

What is a ‘microsite’?
A microsite is best described as a single or small collection of web pages that work as a separate entity from a brand’s full website. Usually, the landing page of microsites have their own domain names, though some do exist as subdomains.
One of such examples is the format, seen in the microsite ‘Coca-Cola’ is the domain, while ‘TasteTheFeeling’, the subdomain, is a campaign.

Now that you know what a microsite is, why do you need one?
Well, because they are effective and help brands or entities in more ways than one!
1. They are often used to highlight marketing campaigns. Users can be converted to leads, or buyers, through interaction with the brand. Take for example, Nike’s #GetLacedUp campaign that was propelled by the microsite, . It was used to create a buzz around the upcoming launch of their product, the Nike Zoom Ites3.

2. They are used to inspire a call-to-action. Take for example, parallax-design based , developed to gain support for a US Congress legislative proposal. I highlighted the term ‘parallax-design’ because it is important for the goal of the microsite, i.e. the visitor is eventually led to two calls-to-action. There’s no navigation bar, and the visitor is driven to the call-of-action through the story of the raindrop. The visitor follows the water droplet to the very end.
Similarly, this call-to-action can be a tweet button, if you are raising awareness about a social issue.

3. These microsites are usually a single page, and as described in the previous point, don’t have a navigation bar. Visitors are driven to scroll down to the bottom of the page.

4. Since they are focussed on serving one purpose, they eliminate other distractions that come with a full website.

Interested? The specialists at the website designing company in Delhi, FSC are experts at designing a microsite. Contact today!

Cost Per Click (CPC) Vs Cost Per Impression (CPI) – What Is Your Take?

  • Posted OnJune 1, 2016

  • Written By Shabana Gandhi

Human beings spend almost 50 percent of their day’s time online, visiting websites, emails, social media etc. With that, we are likely to see ads (image/text/video). Online advertisements mean to drive profits through ad posting, in websites or social media.

There are the two important ways, which advertisers could use to drive traffic/visibility to their website, i.e. Cost per Click (CPC) & Cost per Impression (CPI). Let’s learn about them one by one with examples.

Cost Per Click (CPC)

Also called Pay per Click (PPC), this is an effective method of online advertising. Here, the advertiser pays money based on the number of clicks on the advertisement. You need to consider a few things before choosing this strategy, as the clicks would mean an interaction between potential clients and your company. You are paying exactly for this so you need to consider:

How much you are paying?

The type of attention you are going after?

The value you are receiving?

The advertiser pays money to publishers depending on a formula or a bidding process. Publishers look for third party matches to find advertisers like Google AdWords or Microsoft Bing Ads. They contract with these companies which in turn have complex algorithms to calculate what type of traffic is coming from where. If the advertiser’s product matches the type of traffic then Bingo, there’s a match.

Once posted, the ads will remain on the website for as long as the advertiser has bid to pay. For example, if a website’s CPC rate is 1 INR, 100 clicks would mean100 INR (1 x100). Depending on the bid, the advertiser has to pay.

Cost Per Impression (CPI)

This is also known as Cost per Thousand Impressions (CPM) where M stands for Roman numeral 1000. This is the rate an advertiser has agreed to pay for every thousand times the ad is viewed. Basically, every appearance of the ad to users counts as impressions. The price is set based on every 1000 views. Only views, not clicks matter here.

The ad servers monitor the impressions and adjust the display rate to match an advertiser’s spending. CPI’s pricing representation is similar to that of printed ads.

For example, if a publisher charges 10 INR CPM, the advertiser has to pay 10 INR for thousand views. Simple, isn’t it! Usually, large websites use CPM to sustain a stable visibility of their product. A publisher prefers this because they are getting paid only for the views and not clicks.

Which one to prefer?

Well, it largely depends on your sales. If sales are good and the ad isn’t effective, then CPC is your friend. The clicks match you with potential customers/clients. But, if ads are good but sales, not so lovely, CPM would help get some viewers as well as clicks (imagine 100 clicks per 1000 views). This could work great as the views could get you clients.

Therefore, CPC and CPM are two sides of the same coin. Both have promising results and drawbacks. It largely depends on your marketing schemes. Also, optimizing ads based on performance would be excellent, like you could change ad texts, image parts, ad positions etc. These things do have a strong effect on the viewers.

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How To Make Money With Mobile Apps/ Mobile Advertising

How To Make Money With Mobile Apps/ Mobile Advertising

  • Posted OnJune 15, 2016

  • Written By Vandana Verma

Mobile Apps are not just for entertainment or to serve a particular usefulness. Creating apps is a serious profession. Whether for fun or business, mobile applications have to generate income for the designer. Else, where is the motivation to go on?

Ways to Monetize a Mobile App

The most commonly used methods of monetization are:

Freemium Method
This is the most popular way to make money through a mobile app. Most people love freebies. First you offer the basic version of the app for free. Popularize it on social networking sites, discussion forums, through family and friends, referral programs, etc. While doing so you have to target the correct audience…those who will be interested in that app.

Once they are hooked there is a large volume of downloads. Now offer some premium add-on services or induce them to download improved versions. To tempt the existing users, give them a choice between upfront payment and annual subscriptions.

In-App Advertisements

Mobile Advertising is another effective method to make your app generate revenue. In this model, the free app runs advertisements along the edges of your current screen or as pop-ups. These will flash only as long as you are using the app. Only if the mobile users click on them will they see the advertisement.

To Monetize App using this method, the designer must first survey and find out the potential volume of downloads. How entertaining is it? How useful is the mobile app? A big percentage of viewers will just ignore the ads. If there is a large volume of daily downloads and the app retains the users’ attention for at least 20-25 minutes, there is a greater chance you will make good money through in-app advertisements.

Pay Once, Use Forever
This method of Mobile Advertising is less lucrative. The app must be attractive and/or useful enough to compel hundreds to download it. The user has to pay just once to download this mobile application. All updates, revisions, improvements, add-ons, etc are free of cost. As there isn’t going to be additional revenue from the same customer, you have to constantly look for new customers.

If your app offers popular services, e.g. fitness apps like Digifit iCardio or Cyclemeter; you know at the beginning that the demand will be high. Using pay-once-use-forever method to Monetize App will work very well.

Pay Once, Pay Again!

Makes you wonder whether a mobile app designer will ever make any money? Users definitely do not want to keep on paying. Yet, this methodology works in many cases.

Before you decide to create this type of mobile app, make sure it offers something so unique that thousands are compelled to download. Also, it must have the aesthetic appeal and user friendly interface to beat the competitors. But the sure way of succeeding is to offer some brilliant locked features as an option. The users have to pay to download these add-ons. Make it tempting enough to get the desired rate of downloads.

Free Mobile Apps can also be a very lucrative business. With enhanced versions, premium services as add-ons, well-targeted in-app advertisements etc can really generate plenty of revenue for a mobile app designer.

Female Foeticide In India vs Search Engine Policies

Female Foeticide In India vs Search Engine Policies

  • Posted OnJune 29, 2016

  • Written By Shaila Andar

Female foeticide is one of the biggest problems in India. Preference for sons is deeply rooted in Indian culture. India’s population of 1.2 billion has a twisted sex ratio. The 2015 statics show an appalling ratio of 920 girls to 1000 boys and each year the gap gets bigger.

Law against female foeticide and its implementation

The Pre-Conception and Pre-Natal Diagnostic Techniques 2003, also called Prohibition of Sex Selection Act or PC-PNDT Act; makes determination of sex of an unborn child culpable. Accordingly, use of any technology to pre-determine sex of the foetus is a punishable offence. Violation of the PC-PNDT Act is punishable with a 3-year prison sentence and is a non-bailable offence.

Despite the threat of imprisonment this heinous crime is rampant in some parts of India, especially in the northern states of Punjab, Rajasthan and Haryana. Sex determination tests are carried out unlawfully and some medical practitioners perform illegal abortions of female foetuses.

What the lawmakers say

When Sabu Mathew George filed a PIL saying that search engines like Google, Yahoo and Bing were permitting advertisements of sex determination centres and abortion centres the apex court sat up and took notice.

The Supreme Court said that permitting such advertisements on their sites is equivalent to promoting and encouraging such businesses. The search engines must ban such advertisers immediately as it is against the law. In January this year the apex court had ordered Microsoft, Google and other search engines to improve their policies, terms and conditions to comply with the requirements of the PC-PNDT Act.

Search engine viewpoint

Search engines belong to the worldwide web, whether Google, Microsoft Internet Explorer, Bing or Yahoo. From their very conception they are meant for the entire world and its inhabitants. They are accessible by anyone at anytime irrespective of race, demographics, geographical location, profession or habits.

According to Senior Advocate Shyam Divan who spoke on behalf of Google India; it might be possible to curb advertisements. But banning scholarly research papers, blog posts, articles or case studies covering these topics wouldn’t be right. They have the scope of educating people and sharing information. A ban on such items would be unfair to the authors and the community at large.

The panel consisting of Justice Prafulla C Pant and Justice Dipak Misra ordered search engines, namely Microsoft, Yahoo and Google to stop the advertisement and sponsorship that would violate the tenets of the PC-PNDT Act, Section 22, which states:

“No person, organization, Genetic Counselling Centre, Genetic Laboratory or Genetic Clinic, including clinic, laboratory or centre having ultrasound machine or imaging machine or scanner or any other technology capable of undertaking determination of sex of foetus or sex selection shall issue, publish, distribute, communicate or cause to be issued, published, distributed or communicated any advertisement, in any form, including internet, regarding facilities of pre-natal determination of sex or sex selection before conception available at such centre, laboratory, clinic or at any other place.”

The bench will be sitting again from 25th July 2016 to preside over the matter. Till then, you might wonder how feasible the ban really is! Is it possible for search engines to selectively ban advertisements of centres that perform illegal female foeticide in India?

Digital Marketing Agency FSC’s SEO Checklist – II

Digital Marketing Agency FSC’s SEO Checklist – II

  • Posted OnApril 20, 2016

  • Written By Shabana Gandhi

SEO Plugin For WordPress: If your site is a WordPress one, upload and install the YOAST plugin. The plugin would improve SEO on several aspects and make it easier. It also helps you choose a focus keyword, and ensures that it is used everywhere.

Website Loading Speed: There are several online tools that check a website’s loading speed, of which, Google PageSpeed is the best. The faster a website loads, the better it is for its SEO. Go through the suggestions summary and optimize by fixing the issues.

Website Audit: Have you analyzed how SEO-friendly your website is? Several online tools conduct an SEO audit on your site. While all tools are a little different from each-other, website audit often includes the website loading speed, URL analysis, title & meta description analysis, and image ALT tags. Mobile-friendliness of the website is also checked. One of our favourite auditing tools is the one by WooRank.

Google Keyword Planner: Do keep in mind to use Google Adwords: Keyword Planner while writing content. Pick a primary keyword, and use it everywhere – content body, title, tags & meta description. The more places you use it, the better. However, remember not to go overboard with the keyword. A too high keyword density isn’t good for SEO. Also, while you should focus on this one, primary keyword, doesn’t mean that you can’t use any other keywords. To start with, concentrate on keywords with low competition.

To Be Continued…

Digital Marketing Agency FSC’s SEO Checklist – II

Digital Marketing Agency FSC’s SEO Checklist – I

  • Posted OnApril 6, 2016

  • Written By Shabana Gandhi

Google Analytics: It is not optional to have Google Analytics. It’s a necessity. To see your website performance, in terms of the traffic it gets and other vital statistics, such as its bounce rate, traffic sources & how much traffic they are contributing to, referral sites, etc., you need to install Google Analytics by adding a tracking code to your website. Know more and get started with Anaytics if you haven’t already.

Google Webmasters: Next, install Google Webmasters. This is important to discover vital data about search queries/ search impact, audience, security issues and so on. Know more and learn the fundamentals of Google Webmaster tool. You can also install the Bing – Webmaster Tools.

XML Sitemap: This too is compulsory. Creating an XML Sitemap and submitting it to Google & Bing Webmaster tools (Bing Webmaster also works for Yahoo!, since Yahoo! is a part of the Bing Network.) helps these search engines to index your site well. You could use this plugin for WordPress, or use an online XML Sitemap Generator.

Robots.txt: This file is used to communicate with web robots. It tells them if they should visit any pages of your site or not. However, Robots.txt is a publicly available file, and hence, the interested can access this information, i.e., what portions of your server you don’t want the robots to use. So don’t think that this information can be hidden.

To Be Continued…

Attract and Retain Your Website Visitors With These Simple, But Effective Tips

Attract and Retain Your Website Visitors With These Simple, But Effective Tips

  • Posted OnMarch 23, 2016

  • Written By fscadmin

Retaining website visitors is even more difficult than attracting them. Websites that can attract and retain visitors are sure to have a higher chance of conversions and lower bounce rates. To ensure that visitors keep on exploring your business website and keep on coming over again, here are a few simple yet effective tips.

Tip#1: Make sure that your website is compatible with different devices and browsers. You never know which browser or device an individual might be using to visit your website. So, get a website built using Responsive Web Design techniques.

Tip #2: Keeping the website’s content original is one sure shot way to attract not only the visitors, but also the search engine bots. The catch here is to give the visitors exactly what they are looking for by making the content and the design appealing and convincing.

Tip #3: You will have to update your website’s content, design, and the version of the platform on which your website is built upon to ensure that the website stays engaging and renders uninterrupted and high-performance.

Tip #4: Avoid anything which would distract a visitor. For example, do not ever use any type of pop-ups or Flash animations as Flash is an obsolete technology which might not be compatible with hand-held devices. Also, websites with Flash animations take time to load which is another factor that drives away visitors. You can replace the old Flash animations by using engaging videos.

Tip #5: Make sure that your website is user-friendly and intuitive. You should make navigating through your website extremely easy for the users so that they do not get hassled while looking for what they want. To further boost the user-friendliness, you should categorize the main menu and even integrate an advanced search system to the website.

Tip #6: Blog integration can be another way of engaging audiences and building a regular visitor base.

Tip #7: Having a relevant call-to-action is of utmost importance when it comes to customer engagement on a website. This would give the visitors a hint that you mean serious business, value your site visitors, and want to strengthen your bond with them.

In recent times, a website is proving to be something that businesses simply cannot do without. Hence, to ensure that the most effective medium for you to generate business i.e., your business website, continues to fulfill its objective, you should think of attracting as well as retaining website visitors.

Is your website failing to attract the attention of visitors? Get in touch with FSC India to drive traffic to your website by capturing the attention of your visitors.

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ORM: What Is It? And Who Needs It After All?

ORM: What Is It? And Who Needs It After All?

  • Posted OnMarch 9, 2016

  • Written By Vandana Verma

Believe it or not, the first thing that people do these days before forming an allegiance with you as a client or as an employee is Google about you. This is why, it is imperative to control the outcome of SERPs about you, your products or your services.

While a positive comment about your products and services can boost your business, a negative feedback can cost you your sales. Hence, to have control over the things that are being said about you on the Internet, you need the help of an Online Reputation Management (ORM) expert.

As the name suggests, ORM is all about managing a brand’s image and its reputation over the web. Frankly, it is the need of the hour and every business owner who has adopted Digital Marketing, will need an arrow of ORM in his / her quiver.

What is the Importance of ORM Experts?

ORM experts will help you put your best foot forward over the Internet. They assist in burying negative results by resolving the issues. They also give online brand image makeovers. The experts trawl the Internet thoroughly to monitor people’s perception about you, your company, and its product or services. They will take the necessary measures to curb down negative reviews that can affect your business adversely.

Companies that offer ORM Services take into account consumer reviews, comments on posts on Social Networking Sites, various articles and blogs, customer review sites, online magazines, forums, and everywhere else there might be a mention of your business.

I am an individual. Is ORM for me?

What if someone with the same name has posted an indecent picture on their social networking account? What if an employer who is looking for you on the internet and finds a negative comment about you? The answer is pretty much clear.

While you might not have control over the initial negative reviews posted about you or your business, you can always manage these things and gain control before it costs you dearly.

An ORM expert does all the hard work to build Online Reputation Monitoring and Management programs and implement them. They will find all the negative reviews and reply thoughtfully and respectfully to it so that the perception is changed and the customer’s loyalty is won back.

To ensure that your investment of hiring an ORM company pays off, you will have to scout for a good company with all your might. You must make sure that the company has a proactive approach to not only addressing issues of slanderous and negative opinions, but also to observing your online stature.

For effective and affordable Online Reputation Management Services, kindly get in touch with FSC India.

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