There is a huge misconception among the people about PPC (Pay- per click) that its usefulness can come and go. But we think, a lot of marketing gurus will agree that it’s not such a case. Rather, it has been improved even better to meet the needs of today’s internet requirements. Audience targeting is one of the most effective PPC strategy.

Audiences cannot only help to improve the performance within a campaign but also can influence the strategies in other campaigns and other channels. We can strategically share content based upon where the prospect is in the funnel using audiences with paid search. You can also collect information according to their likings, engagement and interests.

How to get best advantage of strategic PPC audience targeting

1). Time to act!

Take time and create audiences based on their different activities within a buyer’s journey. These kinds of audiences bring very fruitful results as they let you know where exactly you need to look for the visitors. Watch carefully and plan accordingly. These are some of the things on which audiences are based:

# People visiting pages such as product pages, pricing pages, loyalty logins and case studies.
# First connect your YouTube account and keep an eye on the visitors watching your YouTube videos.
# Executing micro- conversion tasks such as downloading an info graphic, white paper or e-book.
# Visitors who had a high number of page views or those who spent much time browsing on the internet.

After all these observations, you can go for setting up your campaigns. Also, provide the users the content they are looking for to get into the next stage for buying.

2). Customer match:

Do you have data points within your customer relationship management (CRM) that aren’t otherwise accessible in the search engines or Google Analytics? If yes, you can use these data points to parallel the sales funnel if you have access to an email database.

Not only this, but also, you can start even new products and can launch low-funnel campaigns to target people who showed interest but didn’t purchase. Target them to re-engage with customer match the people who even requested a demo but then go dark.

Customer match is also useful for seasonal businesses. By marketing accessories or complementary products, you can even create cross- products to those the consumer recently purchased. Don’t get tensed if you don’t have recent customers: leverage on your past year’s customers

3). Audiences based on prior campaign source:

Google analytics is one of the great ways to build audiences. One way is to track the data within the urchin tracking module (UTM) tags to build remarketing audiences. The most important advantage of this method is that some of the networks outside of AdWords offer much in-depth demographic targeting which you can use in your remarking customers.

You must have observed that robust targeting options are offered mainly by Facebook and LinkedIn. Take this example to understand better. Suppose you advertise a conference room or ballroom. Based on net worth or income and the fact of their engagement past year, you could target reception halls using Facebook. Regarding your conference experience and amenities, you can even organize different campaigns to target event managers or planners.

To function and remarket more effectively with Adwords, set up UTMs to define customers and track performances from those campaigns in Google analytics. Then from these UTMs create a list of audiences for creating audiences with demographic information.

4). In-market audiences:

It is a great tool for search campaigns. The in-market information Google looks out for the people who are actively participating or is active in performing researching and comparing products.

5). Do not spend on those who do not return back:

The idea of putting so many efforts in campaign does not aim only in targeting the right audience but it also aims to exclude such people who are not a good fit at all. Well, it seems no meaning of spending over and again on such people who cannot be converted into leads.
Now you must be wondering how we will get to know about such people. To achieve this, one of the best ways is to build audiences based on their time on site. Suppose if a person spends only one to five seconds on your website, it clearly means that, the person is not worth of spending again.

But do you want to exclude such people from organic campaigns as well rather than the paid ones? It’s not a good idea at all. What if that person search for a relevant product and comes back as a lead? If you have a high cost per action (CPA) remarketing list for search ads (RLSA) campaign, you can add audiences and can decide later if you want to include or exclude such person.

Time to wrap up:

So, these were some of the proven ways to take advantage of strategic PPC audience targeting. You can even apply these methods to your Omni channel campaign as well. You can not only generate traffic through it but also can test the same audience across other channels as well including various media platforms.

But how will you check if people are revisiting your website again and if they are making a purchase? Along with all these mentioned points above, note some of these points as well:

# Organize a separate campaign to test trust- worthy audiences.
# Use relevant accessories to target audiences.
# Test to see if there is lift in total purchase or not.

Is there is any confusion or doubt hitting all up your head? Don’t think much, apply these ways now!

Today, in this blog, we will discuss what is Chatbot, how to create a Chatbot and finally how can we integrate it with Salesforce.

Introduction

A focal fundamental of Salesforce's philosophy is giving users the way to make codeless applications. The objective in building most Chatbots is the automation of tasks and making an interface that will react to choose client commands and after that, it will proceed to execute an activity or initiate a workflow. The Salesforce platform optimizes this mind-boggling interface and process by embedding a large portion of the tasks, which are prebuilt, into the platform itself.

In simple words, a Chatbot is a front end to an API, preconfigured for a Chatbot-style UI, usually called an agent. But how does the agent function with Salesforce to execute errands and work processes? It is associated with the Salesforce Lightning rules engine.

Here are the means to make a Chatbot:

1). Select a platform for producing an agent. There are numerous options to choose from such as DialogFlow, which is facilitated by Google.
2). Create the bot, per the platform’s directions. You will have to design it, set up client expressions, it will react to (purpose/intent) and distinguishing objects in the expressions (subject/entities).
3). Train the bot. Work on utilizing the expressions to check whether the objects are working as planned or not, and include intents and entities as required. The bot can be trained against a broad collection of historical agent training information.
4). Integrate it. It can be connected to a huge range of Salesforce, accessing a client's data, accessing historical data, triggering workflows etc.

Most platforms can enable you to do the majority of this task without writing any code. After you create a Chatbot, it must be connected with Salesforce Lightning. That is the place where the API comes into the picture. Many a time, the Chatbot platform comes with direct integration tools or software development kits with the proper in-built classes in and sometimes this feature might not be available. If not, there's middleware out there that can conjure the API. From that point, set up the application in the Salesforce Lightning application manager, add it to the utility bar, select Chatbot component, and your work is finished.

Salesforce platform is API first, so it's very simple to integrate a Chatbot with Salesforce. Salesforce is an extensive application in itself and integrating a Chatbot will enable the users to rapidly access data.

A Bot Toolkit is furnished in Salesforce with a featured component that will enable you to get started. How about we have a look at some of its features which will help you to create the chatbot and integrate it with Salesforce;

A). Bot Commands
Bot Commands are the custom objects that are deployed to store Chatbot commands. A Bot Command is used to map the expressions (to comprehend the pattern for the user’s inquiry) and an Apex Class is introduced to provide the logic or code to the generated response. Several standard bot commands are accessible in the Bot Toolkit and Apex handler classes. You can likewise include your own bot command and give mappings between standard expressions and your own Apex handlers.
B). Apex Classes
The Bot Toolkit is fitted with several Apex Classes, in which, the Bot Controller is co-ordinating the conversation with the help of the submit method to present a response.
In the submit method, the Bot Controller will try to coordinate what the users have composed, a standard expression characterized by Bot Commands. In the event that a match is discovered, the Bot Controller will use the handle method in the corresponding handler class.
At long last, the Handler Class will use a number of utility classes to choose the fitting format for a response and send it to the user, for example, Bot Response, Bot Message, Bot Message Button, Bot Item, Bot Record, and Bot Field.
C). Stateful Conversations
In case of straight forwards question and answer interactions received during a conversation, the Bot Toolkit will bolster such stateful conversations with the help of a session object that represents the condition of the conversation and that is passed forward and backward between the server and the client.
D). Message Formatting
A Bot Response comprises of Bot Message objects or discretionary objects. A Bot Message can be in the form of a plain text message, lists, records, post back buttons, or an image. The Bot component designs the messages in various ways and reacts with the best appropriate substance of each message.

Integration process using Bot Toolkit

1). You need to enable Salesforce Lightning Experience, set up My Domain, and send to all users.
2). Then install the Bot Toolkit unmanaged package and select 'Introduce for All Users'.
3). You will have to make a copy of the bots_commands.csv document on your file system or framework.
4). Then go to Setup, click Data > Data Import Wizard and Launch Wizard. Click Custom Object, select Bot Commands, Add New Records and finally import bot_commands.csv which you copied in the previous step
5). In Salesforce Lightning, open the Bot Toolkit application, then click on the Bot Commands tab and have a look at the list of standard commands
6). Finally, click on Bot in the Utility Bar, and type your required commands.

This way, your Chatbot is prepared. You have effectively made a Chatbot in Salesforce, and now your Chatbot will enable you to quickly access the data using natural language and that too without switching the context.

Conclusion
We are living in an advanced age where customer relationship management is vital for each organization that wants to effectively advance using technology. Today, every organization wants to implement 24X7 customer service with a single touchpoint.

The estimation of CRM information is gradually expanding, particularly now as Chatbots are being deployed. Salesforce is a standout amongst the platform service that enables the organizations to use artificial intelligence and automate the CRM.

With the integration of Chatbot in Salesforce, you will have a Chatbot dwelling in your framework, enabling you to take responsibility for numerous functions. Siri, Alexa, Facebook, and Slack Chatbots are already working and it is gaining huge popularity as well. https://www.janbasktraining.com/online-salesforce-training