Small Business Guide Many small businesses today tend to wind up in the increasingly intense competition in the business world without the proper
Mobile Marketing Strategies
As new technologies emerge in the market, new products and solutions are also made available to enhance the online experience of web users; these include apps and software that are dynamic and powerful to ease web user inconveniences with greater processing speeds for fast searches and file downloading as well as more accuracy in finding the desired information on the web.
Targeting Website Traffic Effectively in Today’s Digital Age click banner above Benefits You and your Traffic on your website means that your business is growing. It’s a good indicator of knowing whether your marketing efforts are working and how your audience is responding to those strategies. When you optimize your content and website, traffic also helps improve credibility in this sector, thus generating more leads, conversions, and the inflow of customers. While traffic is important for all these reasons and more, a company needs to drive quality traffic.
Pinpointing website traffic at its source click banner above Benefits You Driving traffic towards a site can be done in essentially two ways, one by paying and the other free of cost. The free methods include search engine optimization, starting a blog, social media marketing, word of mouth marketing, etc.
Paid methods are pretty straightforward, but that may pinch your pocket, especially if you are just starting. While the paid way can give you key metrics, data that can shape your marketing strategy, if you don’t know how to use them, then it will be a waste of time and money.
But you can learn in time and utilize both these forms for you to click banner above Benefits You and definitely benefits of your sites.
It is important to identify where your site audience is coming from and when your website sees traffic. Google Analytics is very helpful as a tracking tool to help understand this. Google has a bunch of helpful tools for brands to use, it can even help build a URL for you. Understanding this vital information can help you tweak existing efforts or come up with a whole new strategy entirely to drive traffic to your website.
Traffic also helps in improving the rank of your website, as a result, your site will see more traffic. But just receiving traffic alone won’t do. You must ensure your visitors have something to engage with while they are on your website. Only then, will increase traffic result in increased conversion rates.
If this is not happening, then you are bringing in the wrong traffic. Optimize your site to suit conversion. Placing lead capture forms in the correct spots and adding calls to action while giving the visitors what information they seek are some ways to do this. Ensure that navigating through your website is not a hassle.
Leveraging channels that give your site quality traffic
Unfortunately, no service or tool exists today, which can provide quality site traffic. But, mixing up the existing channels that seem to work for a lot of companies is a good way to start. You need to be ready to put in the time, effort and possibly shell out some cash as well to get the ball rolling. Channels you could tap into are online directory listings, email, blogs, online ads, social media, on-page, and off-page SEO, among others.
Once you have begun and you click this banner above Benefits You, it is important to track where your traffic is coming from so you know you are putting effort in the right place. Once you have that information, you can scale those efforts. Conversion pixels are another thing you can use to track and determine how much each sale costs you as a brand. That is one aspect brands need to keep track of along with everything else, that way you will know the difference between what brings fruit to your effort and what does not.
Organic ways to boost your traffic
You need to know how search engine optimization works and you must learn all its nuances. The rules are very important in such instances to ensure that you engage in the correct traffic delivering strategies. You can do well in driving traffic or your efforts can be tragically unserved. All of this depends on how much knowledge you have about SEO.
Always remember that content is everything. If your website or blog has dashing content, people will want to keep coming back. The audience will be engaged and will be pleased enough to share it with others they know, thus lending a hand in promoting it as well. There literally is no downside to having great content!
There are so many questions on Quora, answer them. This is a very tactful way of driving traffic to your website. This can be done by answering questions and linking keywords to content that will take people to your website or blog. Make sure your answers are worth people’s time and add value so that it doesn’t seem like spam.
Put out video content on YouTube. They can be tutorials, facts, or anything remotely interesting to your target audience. This will bring your website organic traffic. Google too, supports this fully because YouTube is filled with users who are hooked to the platform. So, no harm in making a place for yourself on this giant and link your website in every post.
Free online directories are also known to increase traffic. Positive reviews on your site will drive more traffic without a doubt so keep updating the listings actively. Some of these directories have strong domain authority on Google, which helps your brand get a high rank at the end of the day.
Backlinks bring you more audience and quality traffic. When a relevant or complementary links your site on theirs, this speaks for your site’s reputation. Google also takes note of backlinks and finds this to be a positive sign in creating trust in your business because another trusted site has decided to showcase your website on their domain. This too affects your ranking and puts you in Google’s limelight.
Social media is your best friend. It is popular, it is easy and it is an effective marketing tool. Go crazy and soon as you click banner above Benefits You put your content and link it to your website on Instagram, Facebook, Twitter, Linked-In, or wherever else you’d like. Your followers will get a chance to visit your website and their networks too, which are potential traffic. You can choose to pay for campaigns should you wish to. Create great content, make creatives and relevant hashtags promote your site or blog.
Hey! wp audio streamer newbies, Video is not the only type of media that generates a high level of engagement for your audience… It’s like getting on the phone, the personal connection of someone’s voice. It’s like your favorite podcast host… you feel like you know.
Quick And Easy! that’s wp audio streamer Since audios don’t require you to be on camera and skip the painful editing process of video, they are quick and easy to make. Broad Opportunity! You can use audio almost anywhere. Just pop a picture of yourself, with the mp3 ready to play below it. Use it on:
– Optin pages – Thank you pages – Membership sites – Home page – About us – Contact us
Testimonials? – Testimonials are good, but it can be hard to get people on video. Requesting audio, or even recording someone over the phone can do it! If this sounds interesting to you, I have a link to a new video to show you how you can host all your audios on Dropbox (takes care of all the bandwidth)… and stream them directly to your website, with ZERO loads on your site.
You will be able to drag and drop your audios/mp3 recordings directly into your WordPress admin. (massive productivity boost!)
You can see exactly how to do this here: WP Audio Streamer: Watch My Video Here >>
If you like what you see, there is also a crazy no-brainer early bird going on. wp audio streamer It’s pretty much a giveaway for anyone that wants to make the audio easier.
P. S. Try putting a 1-2 minute audio snippet into your trust-building campaign. Pretty much any online marketing campaign can get a conversion boost by adding a simple audio message to it.
The importance of SEO internet marketing, if you are already running a web strategy or are planning to set about a web strategy, one concept you are unable to afford to skimp on a search engine optimization seo seo is one of the most popular buzz words advertising, but Unfortunately, most internet marketers simply are not aware of enough about SEO to generate this tactic, benefit them. Even those who are knowledgeable about SEO might have difficulty executing their SEO. Ways have generate the desired effect. Advertising is a very important part of running almost any business. You need to advertise to reach new customers and market, your merchandise, whether you take your small business online or otherwise it is likely. You already realize how important it can be to promote. But if you are running your small business online, you need to understand. There is a great deal of free advertising available by means of optimal search engine, ranking positions well known search engines such as google rank websites, as outlined by complex algorithms, which are built to determine which websites are most recent for particular search terms. They’Re for taking the time and effort to optimize your internet site for relevant search terms may lead to you being rewarded, rich in search engine ranking positions of those terms. This will be significant since the majority Internet users rely heavily on these rankings. It is not uncommon for Internet users to only review the first few results when they find a particular term. What this means is in case your website will rank very well enough to seem on page one in the search results. You’Ll likely enjoy increased online traffic. However, in case your website doesn’t reach page one or perhaps the second page, it can be unlikely. You will receive a great deal of online traffic from visitors who use search engines. Now you understand why search engine ranking positions are extremely important. You could wonder the way to achieve these rankings. The best way to optimize your internet site is to hire a search engine optimization specialist, to perform the meet your needs. The concept of SEO is complex and continually evolving, which makes it a hardship on most businesses that are not experts in SEO to maintain the changes on the market. Therefore, businesses that make an effort to optimize their website on their own might have difficulty maintaining predators who employ a SEO consultant to optimize their website. The algorithms utilized by search engines might be rather complex and will include several different factors. Some of the common factors in the equation include keyword, density, meta tags, titles, when weight links, online traffic and contend keyword density describes how often a certain keyword is employed in the content of your website. The idea behind this idea is that website designed to use a keyword often are most likely extremely relevant to that keyword. However, overuse if that keyword may lead to penalties towards the website if the search engine deem the keywords are not utilized appropriately. Meta tags are items of code which some search engines use in evaluating this article of the website. Placing keywords over these tags might be valuable in some search engines. However, care should arrive at avoid placing irrelevant keywords over these tags, since this may lead to your internet site being penalized. Backlinks can also be utilized by some search engines to position websites backlinks make reference to links on other websites which point to your site in evaluating the quality of such one-way links. Some search engines consider the ranking the website offering the link to your website, and that means you should guarantee the website providing one way, links to your site or high ranking websites to get essentially the most take advantage of these links. Finally, this article in your website can perform a great bolster your search engine ranking positions. Most SEO firms retain staff of writers who will be skilled at providing quality content. Also is optimized for relevant keywords. In case you employ a SEO firm. Would you not providing copywriting services? You need to purchase hiring a professional writer yourself. This will aid to guarantee the copy on your internet site is not merely valuable for your visitors and also considered valuable to find engines. This video is brought to you by a sniper marketing com.
Hello to you all, this is Bob Moore, your host with today’s latest roundup, from around the web of portable sell tips and policies for neighbourhood small and medium-sized companies. Okay, let’s get started in this episode. We will cover the following: is portable announce the best route for your small business and seven strategies for creating an effective mobile site? In a first topic we go to business insider business. Insider. Ask the question: is mobile announce the best route for your small business? We all is a well-known fact that mobile sell is talked about as an integrated part of any small and medium-sized companies, regional market local sell strategy, but to all local small and medium-sized companies run portable, which is a very important question and Business Insider reports that professionals seem to consistently concur. That Mobile is the future of advertising. Consumers are goal circulars and other market contents via smartphones and tablets, and Business Insider goes on to say that consumers pick up a phone and ask regional industries a question instead of seeming it up online now. Does this tells us our world has changed? Maybe maybe not, but it is quite an important topic and for more information. If you want a more in-depth article, then please visit the Business Insider online. Okay. Our next topic is the 7 30 G’s for creating an effective mobile site. For this we go over to street engages street combat talks about the sevenths reactions for creating effective mobile websites, and it goes on to say that there are different energies to entering mobile marketing. Having a mobile website is one style, although it is a great way to increase visibility to your potential patron cornerstone. There are some things to consider to make it effective street engages reports that 51 percent of consumers say there are more likely to purchase from retailers with portable specific locates and 21.8 percentage of small businesses say they plan on increasing the amount they spent on mobile marketing. In 2012 – and they further go on to say that not all portable sites are created equal. However, there are some basic principles that small businesses can follow to ensure the mobile site generate the greatest return on investment possible. The 734. Creating an effective mobile site are as follows: one established a purpose to compile portable websites easy to find number three optimized for multiple systems and maneuvers. Number four hearten visitors to take action. 5 use touch points to build deeper connection, 6, automate the updating process and, finally, crowd 7. It is excessively inadequate that you track your results if you are interested in more in depth info about the 7th ologies for creating an effective website. Please visit street fight and this unfortunate us to the end of today’s installments. Hopefully you will tune in the game to get the latest on mobile sell tips-off to assist you germinate your regional business. Thank you for aria him and have a great day thanks.
– All right, Insiders, we are back with another edition of News Flash. And I have to be very honest with you, I am developing a keen awareness of how difficult it is to be a creator. Not only do I have to get all the lighting right, but I’ve received feedback from on high that I have to remain in the center of the video. So I’m starting from scratch. I’m gonna be bringing you more and more news updates throughout these News Flashes.
But I’m also gaining more and more respect for this community and all of the efforts that you put in to make the platform exactly what it is. So, with that, let’s get into some updates. First up, we have some exciting news around latency once again. And, of course, we’re talking about studio updates. Up until now, creators had to wait about two days to see the data coming in around the search terms and URLs that were the pathway to actually getting to your content.
Now though, you’re gonna see the search terms pretty much immediate after a video is uploaded, and at the channel level, you’ll see the data within about a day. Like many, if not most of us, you’ve probably been missing Tom. Well, you can look back on a great interview Tom did with Tim, from Video Creators, where they discussed some common roadblocks that creators face and how to overcome them. We’ll leave a link in the description. Now we have a guest, James, who’s gonna take you through a new, native way to integrate info cards within Studio.
James is gonna take us through a sneak peek of what the team has been looking at to the benefit of you, our creators. – [James] So I’ve got my video here for the demo, and now we’re gonna come at an info card. And you know I’ve got to promote our favorite channel.
Creator Insider. There we go.
Hello, Insiders? Learn more about YouTube. And then let’s pick a spot. I’m gonna put this right about, let’s say three seconds here. And, actually, I’ll move it up just a little bit through at the beginning of the audio there.
And yeah. And then I’ll save it. You could add another one, another card if you wanted to here. I’m not gonna do that. That’s the new info cards editor.
Check it out soon. – Thank you, James. Next up, we have some great news around the audience tab within Studio Analytics. So, what you’re going to be able to see is videos that your audience has watched on YouTube that aren’t your own. So you’re gonna be able to see the other things your audience is looking at.
This gives you a great opportunity to get to know your audience better.
It also allows you to dig into what other video topics and formats that might suit your channel. Think about this in terms of the titles, the thumbnail styles, and the collaboration opportunities that you might want to explore. Now, we’re gonna be rolling out this card over the next couple of weeks, but a couple of things to note. You might not see it because your channel may not have enough data, or if you’re making content that’s appealing to kids, you’re not gonna have access to this either.
We’ll be rolling it out over the next couple of weeks, so be on the lookout.
And, of course, who won the trivia contest from last week? And, yes, okay, I hear the winner is coming to us shortly in a sealed envelope. Yes, thank you. Thank you.
Okay, so we have it here. Lemme put on my glasses. It was a really tough contest, I have to say. But this week’s winner was MarcoJP-ve, who correctly identified the answer to the question, which was, “Which video was the first to reach one million views on the platform?” The month, November.
The year, 2005. The video, a Nike ad featuring Ronaldinho. So, thanks so much, Marco, for engaging. This week’s question is, “Which video is currently the most liked video on the platform?” Dig into those comments as quickly as you can and be the first with the right answer, and you will be the winner of this week’s News Flash contest.
https://videoinformationproducer.com/high-quality-automatic-backlinks-exchange-network/ Hi everyone and welcome back to the google search news series. I hope life is treating you reasonably well, wherever you are, I’m your host today, john Mueller, here from Switzerland. With this show, we want to give you a regular summary of what’s been happening around google search specifically for website owners, publishers, and users. If you find these useful – Google search news series which I hope you do and if you’d like to stay up to date, then make sure to subscribe to the channel, I hope your year both ended well and is starting off well what a unique year.
It was right if you’re watching this in the far future, then first off congratulations for making it that far and secondly, as you can see in early 2021, we’re still recording from home in Switzerland. In this episode, we’ll be covering some neat new things around the foundation of search, namely crawling and indexing, as well as another relevant part of the search, namely links if you’re curious to find out more then stay tuned. A bit of background crawling is when Google search news series Googlebot looks. On pages on the web, following the links that it sees there to find other web pages indexing, the other part is when google systems try to process and understand the content on those pages.
Both of these processes have to work together, and the barrier between them can sometimes be a bit fuzzy. Let’s start with news about crawling: while we’ve been crawling the web for decades, there’s always something that we’re working on to make it easier, faster, or better understandable for site owners in search consoles. We recently launched an updated crawl stats report. Google search console is a g̲o̲o̲g̲l̲e̲ ̲s̲e̲a̲r̲c̲h̲ ̲n̲e̲w̲s̲ ̲s̲e̲r̲i̲e̲s̲ free tool that you can use to access information on how to google search sees and interacts with your website. This report gives site owners information on how Googlebot crawls a site. The report covers the number of requests by response code and the crawl purposes host level, information on accessibility, examples, and more.
(Jan ‘21) – crawling & indexing updates, link building, and more
Some of this is also in a server’s access logs, but getting and understanding them is often hard. We hope this report makes it easier for sites of all sizes to get actionable insights into the habits of Googlebot. Together with this tool, we also launched a new guide specifically for large websites, and crawling as the site grows crawling can become harder, so we compiled the best practices to keep in mind. You don’t have to run a large website to find this guide. Useful, though, we’ll add a link in the description, if you’re keen and finally still on the topic of crawling we’ve started crawling with HTTP 2
HTTP 2 is an updated version of the protocol used to access web pages. It has some improvements that are particularly relevant for browsers and we’ve been using it to improve our normal crawling too. We’Ve sent out messages to websites that were crawling with HTTP, 2 and plan to add more over time. If things go well, as you can see, there’s still room for news in something as foundational as crawling, and now, let’s move on to indexing, as mentioned before, indexing is a process of understanding and storing the content of web pages so that we can show them in The search results appropriately for indexing – I have two items of news to share with you today. First requesting indexing in the URL inspection tool is back in the search console. You can once again manually submit individual pages to request indexing. If you run into a situation where that’s useful for the most part, sites should not need to use these systems and instead focus on providing good internal, linking, and good sitemap files.
If a site does those well, then google systems will be able to crawl and index content from the website quickly and automatically. Secondly, in the search console, we’ve updated the index coverage report significantly with this change, we’ve worked to help site owners to be better informed on issues that affect the indexing of their site’s content. For example, we’ve removed the somewhat generic crawl anomaly issue type and replace it with more specific error types. There’S a bit more about this update in our blog post, which I’ve linked in the description below. Finally, I mentioned links in the beginning. Google uses links to find new pages and to better understand their context on the web. Next to links, we use a lot of different factors in search, but links are an integral part of the web, so it’s reasonable that sites think about them. Google’S guidelines mention various things to avoid with regards to links such as buying them, and we often get questions about what sites can do to attract links. Recently, I ran across a fascinating article from Giselle Navarro on content and link-building campaigns that she saw last year.
While I obviously can’t endorse any particular company that worked on these Google search news series campaigns, I thought they were great examples of what sites can do its worth. Taking a look at these and thinking about some creative things that you might be able to do in your site’s niche, I added a link in the description below creating awesome. Content, isn’t always easy, but it can help you to reach a broader audience and who knows? Maybe get a link or two and just a short note on news about structured data, as we mentioned in one of the previous episodes, we’ve decided to deprecate the old structure data testing tool and to focus on the rich results test in the search console.
The good news is that the structured data testing tool isn’t going away, but rather finding a new home in the schema.org community, and that’s all, for now, folks, in closing I’d love to hear more news from you all, especially around this video series, Google search news series which parts did you find particularly useful, which part’s less so what should we focus on more for this year? Please, let me know in the comments below or drop me a note on Twitter. I really appreciate all feedback, yours too. Finally, if you’d like to see more of these episodes or catch up on the new series for sustainable monetized websites make sure to subscribe to the channel, I look forward to seeing you all again in one of the future episodes of google search news, Bye
So Facebook ads are the things really which makes my event successful. At the moment now, if-if-if Zook, mark zuckerberg goes and changes any of the rules around events or makes Facebook ads more expensive. Then this is kind of going to screw up this. This strategy, which I use at the moment but hey-ho whilst it’s rolling – and I reckon it will be fine for the next year or two at least I’m just going to roll with it so right. What I’m going to cover during this Facebook ad section is around the budget, the you’re planning to market your event so versus your event, lifetime value. If you’re jumping in at this point, I suggest you’d go back and and watch the slide about event lifetime value, because that’s quite important, I’m gon na go through the ad format. Again, I’m not a Facebook ad expert and I’m just telling you what I do and it seems to work and get people booked on for less than a pound per person. Sap per person booked at the moment, and so I’m just telling you what I know there’ll be other probably Facebook, ad experts out there, maybe watching this, who maybe I’ll get some tips out of it. Maybe they’ll help support some stuff that I’m missing, but I’m Jessica. I’M not an expert, I’m just telling you what I know so, I’m gon na go through what I do from an ad format perspective. Title descriptions calls to action and stuff like that, and it torch a little bit around split testing and the three different types of ads which I’ve tested and which one I’ve really kind of honed in and settled on. And then. Finally, I’m going to talk to you about kind of the actual Facebook ad structure from an audience perspective, so looking at look-alike audiences, custom, audiences and event, audiences, and things like that. I hope that’s cool, so kind of jumping about a little bit. But these are the three ads which I split tested. Basically, so let’s have a quick look, so we’ll come back to budget so kind of just to give you an idea, so I tend to have a basic image. Ad is actually kind of the least popular one. I then have a video ads, that’s kind of the second most popular one, and then this what I call a disruptive ad – and actually this has been the most popular one for me. So this is actually one of the diagrams one of my tools that I teach people about customer lifetime value, but for some reason it makes people stop and go back and have a look at the event and then, during those few seconds they then go. Oh, this is called it’s a free seminar in Cheltenham so yeah away, we go so you can see from the structure of the ad in terms of like so, first and foremost, and again, I um I got a give sort of hat tip. There’S a guy called Jamie Forrest jjp I was getting the name on japw marketing. Jamie Forrest is a Facebook Ads expert and he kind of helps me out with the ad structure. It started to introduce me to kind of audiences, and things like that. So I owe him an awful lot but um, but so he’s the one who can taught me this sort of structure. So basically, what we want to do is have like something really clear at the top of it, so who was speaking to business owners of Gloucestershire. So it’s location-based, it’s talking about our target market and then you’re invited so call to action. You’Re invited to a free seminar at the juries in Cheltenham on Friday, the 26th. So it’s got all of the basic details in there and then, if they click more, it’s going to get them, give them a few more details about what this seminar is going to do for them. Basically so there’s like three bullets and a couple of other details in there and then we’ve got the image like I said, and it says interested there. But actually, if you click into that ad, you then get the option to actually book a ticket directly from the Eventbrite, which is pretty cool, so I’ve split tested like numerous different ads. I mean I’ve spent thousands of pounds on Facebook ads and finally settled on this kind of being the most popular, but do always split test across your different audience. It may be that this thumbnail wasn’t right for this video or the video was too long, because this particularly videos about sort of two two and a half minutes, so people maybe didn’t watch all of it. This is a bit kind of too salesy, and people will probably just scroll past that potentially so I found this disruptive type of ads like make it colorful make it bright, make it like scribbles and a bit of a mess. It seems to attract people’s attention. It works for me, like I said so, then we’re kind of going to go into the budget side of things so now I actually set for the last event. I actually only ended up spending about 100 pounds to book 97 people onto the event, but actually I would have been willing, because I knew that if I, if I got if I filled the room up with 50 people, I’d have at least one maybe two ongoing Coaching clients, I’d, sell some people onto my group coaching program, so that would create and cus customer lifetime value in its own right and actually the the venue only cost me 250 quid. So I was willing to spend 300 pounds on Facebook ads. You know one of the key things is. What we want to do is run the ads right up to the day before the event, because people will still book at the last minute. I did this tsunami for my networking event and in January we had 17 people booked on the day before that 17 people out of 60 in total, who attended the event so scheduled it to to start straightaway and and literally like the day before your event and Like the time looks a bit roundabout, hey hope, so my event was on the 26th of Jan and then running out to all the time. Basically, you could schedule it if you wanted to to run between like the most popular times. You know like I. I know that my audiences tend to be online at lunchtime on Facebook and sort of lay Eve later on an evening once the kids are kind of gone to bed so sort of 7:00. I don’t know 10 p.m.
So you could potentially run it on schedule. I’Ve never split tested that and hey, maybe that’s something I should do, but I term lazy. So I just run the ads all the time. Basically, so next up we’re kind of getting into the the real guts of like the the Facebook Ads manager and like the control panel and there’s a few things that you’ll see in here, which will be familiar. So the the ad which we’re doing is an event ad and what ideally, what we want to do so this stuff on the right is really really important. We want this needle to be bolt upright so that it says that we’re not too specific we’re not too broad. Our audience is clearly defined. Now the green band actually goes like you know, for a big big part of it. Also, what we don’t want is, if potential reach to be absolutely massive, we don’t want it to be into like the hundreds of thousands I mean it depends on the event. I guess if you’re like Tony Robbins or somebody, you probably want it to be going out to hundreds of thousands people and you got the cash, but actually the reality is we want it to be very specific. So I’m talking about kind of local event based marketing. Here not, you could use this tactic if you wanted to do bigger events and probably actually, if I wanted to grow my fearless events, I probably take them to London or reading or Birmingham or a bigger city. You know so so that’s one way of doing it. Like I’m not going to draw people in to an event like, let’s be fair, I do but not from outside of Gloucestershire, probably and then the other thing is this estimated daily results. So what I try and do is I’ll adjust my budget basically to make sure that the reach is some we’re approaching a thousand people a day, because then, when you start reaching a thousand people a day, you get this. The second bar appear, which is for the estimated number of event responses, and so, if I’m getting six to twenty one event response to the day and reaching a thousand people a day, that’s pretty cool and actually so what? What it’s in terms like budget? That’S why it’s better off to start with a really high budget. Now what Facebook is going to do is eke out that budget over the course of the lifetime. So if you’re doing four week campaign, it leaked out and 300 pounds over the course of the event. So um, but what we want to do is is maximize the amount of event responses as quickly as you possibly can. So we may only be willing to spend three hundred quid, but if you’re brave with your budget and stick in three hundred quid knowing that you’ll probably get everybody booked on in that first week and it’ll only cost you a hundred quid, I mean Facebook’s like woohoo. This person’s, like gon na spend 300 quid so they’re like yeah. Let’S just throw this out all over the place and one will get loads of engage people and we’ll give it to the right people, but actually what you do is you spend a hundred quid get your 7 to your 97 bookings and switch it off and you’ve Only spent a hundred quid so actually being brave with this this budget and the scheduling is like absolutely vital and ideally like. I said we want to get to this point whereby we’ve got this. This estimated daily reach up over a thousand and and this event responses thing pops up, because that’s just triggered something in Facebook’s algorithm, say this guy’s promoting events and he’s got budget for it. So I’m I’m not going to go too much into creating custom audiences, there’ll, be loads of sort of advice and tips and tricks and stuff like that out there. How I do it is, I create a basic custom audience if everybody who’s attended. My events in the past and pumped that into Facebook the moment it’s about six or seven hundred people, and then I create a look-alike audience based on that of the clip and basically look at how it look like audiences work. Is they give you the closest 1 percent of people in so I’ve chosen in terms of my look-alike audience, people based in the UK so there’s 41 registered 41 million registered Facebook users in the UK so that any look-alike audience you you create the first 1 %. Will always be if it’s UK targeted 410,000 odd people, and that seems like a lot and you’d be like wow. That’S too many, that’s not that’s not very targeting, but actually what it’s done is out the 41 million people it’s got to pick from in the pool. It’S chosen a thousand people who the one percent of people who look the most like that initial list of people who’ve attended events does that if that makes any kind of sense, so it should be the four hundred and fourteen thousand people who are most closely associated To my target market next up – and this is one of the biggest mistakes actually so so, first of all, when I am my first event, I did where I was booking people like seven to ten pounds per seat. I didn’t have a look-alike audience like this. I didn’t have a location. I wasn’t really aware of this sort of stuff going on over here. So the moment I created a detailed look-alike audience based on people, who’d attended my event, the event bookings and for my Bristol event dropped down to about between. I know it’s about four pounds ish, so it halved pretty much. The next thing is this location thing here now most people will go my events in Cheltenham so I’ll do a 40 kilometer radius and round Cheltenham. Now again, that’s quite vague, so there’s something called poly. Agonal searches um – this is probably the stuff for the like Facebook ad gurus. Don’T want you to know because they’re like this is our secret sauce like why this guy’s telling you it like. This is a secret sauce, I’m giving you now and it works for me and hey by the way like when you’re first starting out with Facebook ads like the money you spend, isn’t wasted. It’S information-gathering, like you, will waste a lot of money on Facebook ads before you get it right. I certainly have so I’m trying to save you a few quid here so GL. One two is what we call a poly. I can all post code search. So it’s not it. Basically, it’s a very specific, like grid on a map of where that location sits and what happens is we’re going to target people who specifically live in that location, because we know that they’re more likely to come to our event because they live closer to it. So if you want to know more about this, like you’re going to have to join, I’m not going to give you this list, you can go and find your own postcode lists if you want to, but I’ve got some great text files available if you’re a fearless Business member and to make that job a lot easier for you. So I can give you these poly agonal searches, but you’re gon na have to give me some juice, I’m afraid, because it took me a long time to get to work out where to grab that information from and which I know is a bit tight of me. I suppose I could help you out. Maybe you could just donate some beer tokens or something but but um like this when I started targeting specific poly agonal postcodes like this and my my cost per person, SAP again dropped by more than half, so it moved from about three to four pounds down to About one to two pounds, which was a massive difference, so just with these two things alone, I’ve moved from sort of seven eight nine pounds per person booking down to like a pound per person, booking it’s absolutely phenomenal when it works, and it doesn’t always work. It depends like there’s a lot of other variables like when you, when you launch your promotion like what are the promotions going on, and things like that, if you, if you run two ads similar ads at the same time, effectively they’re competing against each other. For this reach this traffic, so it could potentially cost you more. So there’s a lot of variables which which are kind of going on there. I again, I kind of tend to use sort of Faerie vague sort of demographics, like I want everybody to come along from 24 to 65. Now the last event, which I did again probably the first 10 people had booked. It were women and then Facebook decided. Well then, everybody who wants to go to this event female so so I had I had there was a it started to slide much more towards women, so I had to create another ad switch off my my women out, because I wanted I wanted them. I have them, I’m not focused specifically on women, i, but i wanted a mix of people and genders in the room and mixed demographics in the room, because again it all adds to the event. I think it’d be a bit weird if people turn it, I don’t know whether it’d be weird. Maybe I thought it was weird if everybody turned out to my event was female. I don’t know language make sure you put English UK in there, if you’re in England or wherever you’re based and target language – and I filled in this details in the in the screenshot but again 21,000 people in gloucestershire – that’s still quite vague, so I might want to Narrow that down, potentially and start to put in you know business owners, entrepreneurs whatever it might be so and you can also exclude people so you might choose to exclude, I don’t know, taxi drivers for whatever reason, maybe you got something against taxi driver. So if there are people you don’t want to, but there’s a you don’t see this box to start off with you have to there’s a little link which you have to click to exclude people. So if you put business owners, you even have to click another box and exclude taxi drivers. So it’s just a way of narrowing down your audience and making sure you have the right people booking to turn up to your event, cool and then so edit placement. So I’ve kind of played around with this I kind of settled on I prefer to target mobile only. I get better results through that occasionally I’ll test it, if that, if that mobile only is not working, I might do automatic placements and that Facebook do its thing. It’S entirely up to you. You’Ve also got the art that there’s various different things I mean I would look at what just look at Facebook’s help pages around kind of the different types of platforms and, what’s going to work best for your event and kind of again, it will depend on your Audience but for me mobile only or automatic plain placement, absolutely fine, whether you push it across to Instagram or not. It’S entirely up to you. If you got Instagram following optimized for a delivery, we want event responses. Bin amount automatic, so let Facebook do its work and if you do manual, you will end up paying too much and then charge. We want charges to be charged per impression. Basically, so every time this goes out to a thousand people we want to be. We want to be charged for it because, if I add structure is right, if I targeting is right, if our event is appealing and can produce value, we should get quite a good conversion rate. Now I haven’t actually looked in detail as to what my conversion rates are actually based upon. My impression and impressions are probably something I should look at, but again you can find that information in the in the what you call it. The Facebook Ads manager I’m waning. So I’m going to try and wrap this up soon, so here we go so a few stats, so this is again show differences, but so event responses. So again, by far this was my most. This was getting the best results for the least it cost me a little bit more, but it was getting me more people booking so and you know yes, these were cheaper and I suppose I could have switched that off and ramped up the spend on these. I did try that and ultimately this ended up being the center that costing me more because too many people were just scrolling past the image ad in the video. So I settled upon the it says: head shot there, but it’s not it’s the disruptive image. Basically – and you can see here, you know great relevancy – score lots of people taking action, we’re talking like 19 event bookings for 10 quid. At this point I think, like I said in the end I booked 97 people for just over 100 pounds like which is a pound a seat. I mean that’s, that’s amazing. You know you’re gon na get better results early on and then the ad will keep on getting repeated to the same people after that. So when, when this starts to kind of creep up, you probably want to start to think about duplicating your ad and tweaking a couple of things in it. Maybe change the ad copy or drop in another image, or something like that just so people get something different again, I’m lazy! I didn’t do it for this campaign, but if I was doing a bigger campaign, perhaps I would so so that’s that, basically so if you’ve got any questions like jump on to the either the business start at group on Facebook hit me up, so you can just Search like on Twitter for Robin Waite on Facebook, Instagram, I’m all over that you can buy one of my books take your shot there based on or online business, starts at there based on Amazon, and if you want to know more about Facebook ad side of things, Then, like get yourself booked in for a consultation with me, I, the consultation, won’t focus on Facebook Ads by the way, I tend to look at much more strategic perspective of your business, and we will be talking about whether coach business coaching is something for something for You but hey get in touch. Have you got any questions like potm into the potm into the feed below, and i will be sure to come back to you.
Sustainable Profitable Website Fluctuations in traffic ( and ensuring good browsing ) Welcome back to the sustainable, profitable website series. I am Aurora. I work in Googles, publisher policy, education department: Oh these two are my partners: Organic (, a ) and Monetized. In this episode, we will talk about the reasons behind the changes in traffic And share best practices to help ensure good traffic to your website. I am here to learn my Google AdSense monetization strategy, How to help my organic performance in search. I am glad you raised this question. This is actually a common misunderstanding. Profit does not affect How the website works in organic. Google search results You can in the resources linked in the description, See more information about how search works. First, I want to say: Traffic should come from real user interest, Any other way to manipulate. It May cause your content to be restricted And manual operation of organic search. Google AdSense calls this manipulation invalid traffic. In short, anything that does not come from an advertisement Or the interaction of real people with real interests on your website. Some invalid traffic is accidental, Like an improperly placed ad Blocks, what the user is trying to click Some are deliberate, such as botnets Or someone who maliciously clicked on the ad Invalid traffic includes, but is not limited to Publishers generate clicks or impressions on their own, live Ads The publisher explicitly asks users to click on their ads To encourage clicks on ads Or implement ads in a way that can cause a lot of accidental clicks, Automatic click tool or traffic source, Robots or other deceptive software. Ad clicks must come from real user interests. A large amount of invalid traffic on your account May lead you to Google AdSense Profit pause Advertising budget for invalid clicks will be refunded. This will affect your final income. How does Google identify invalid traffic Through an automated system? Combination with manual review, Our ad traffic quality team is committed to Block all types of invalid traffic So that advertisers dont have to pay for it And the people who made it wont profit from it. What if I am the victim of destruction, We understand that a third party may be without your knowledge, or permission Generate invalid traffic on your ads. Ultimately, as a publisher, You are responsible for ensuring that your advertising traffic is effective. If you think you have invalid traffic from a third party, Please use the form linked in the description Report to our traffic quality team. In terms of organic content, Your website traffic may fluctuate due to a series of factors. These factors may affect your websites, ranking impressions and clicks Before continuing. Please make sure your site is verified in the search console. Do this as early as possible, so that you can Ability to access tools and data. Don’T focus too much on the absolute position of your website, Even small fluctuations. However, if you see a significant or continuous decline in the position, You can start by checking the search console performance report. It will help you understand what has changed on your site And whether the decline is related to a specific category Such as inquiry, country or equipment related Some reasons for website traffic fluctuations. It may be because — The user saw your website, but did not click. Maybe other search results are more convincing, More reliable, newer or more authoritative, Search for some queries to see which sites do better than you And why Resources you can link in the description Read how to improve the title and selected abstract. Google has trouble finding or viewing your website If you recently made major changes to your website, Such as moving to another domain Or move an existing page to a new URL on the same website Or you move from HTTP to HTTPS. Please give us a few weeks to update our index. You can track the progress of the index coverage report in the search console. You could use the search appearance feature before, But not anymore, Check your rich results in the search console And new bugs reported by AMP. Your websites, mobile device usability, has declined To do this check. The mobile-friendly testing tool of the search console Our ranking or reporting algorithm has changed, Visit the search center blog and our data anomaly page. You will see manual operations or safety issues, Open manual, operation and security issue report in the search console To fix them Cyclical decline. Does your traffic drop, have a weekly, monthly or yearly pattern? Use, Google Trends to understand this pattern: How to relate to your website content. For example, if your website is about swimsuits, You may see a drop in search traffic in the winter. These cyclical fluctuations are hard to avoid, But you can try to create content. That is relevant throughout the year Now that you have heard the cause of these problems Here are some best practices. You can follow these practices to prevent or minimize invalid traffic fines And the organic traffic fluctuations of profitable websites In terms of organic. You should make web pages for your users Instead of making web pages for search engines. This makes me think Dont fool, search engines. Ask yourself, am I doing this for my users or to improve my search engine rankings. Make your website different from your peers, Make it unique, valuable and attractive Make sure it is accurate, useful and up to date, Regularly check available, search, console tools and reports Such as index coverage and performance reports. These will help you understand how your website performs in search Check out the beginner’s guide to SEO And keep up with the changes in the search center blog. Don’T limit the flow of websites to understand your ad traffic And website visitors Actively monitor the performance of your traffic sources So that you can make informed decisions Avoid working with untrustworthy or low-quality partners. These partners will bring bad traffic to your website. Dont click on your own ads, Even if you think its okay to do this, We may disable an account if it looks like a publisher Have been clicking on their own ads to increase their revenue. Double check. Your ad implementation Make sure they follow our ad serving policy And no programming errors. In addition check your ads on different browsers and platforms To make sure they work. As expected, Ask in the AdSense Help Forum Chances are another publisher has the same problem as you. We hope this video helps you understand Your organic website and profitable content Reasons behind fluctuations in traffic. We wish you a smooth browsing In the next episode. We will discuss duplicate content And how to deal with it Subscribe to this channel, so you dont miss any content. Dont forget to like and share this video. If you have any good suggestions for future video topics, Please leave a comment. Goodbye
Thanks to Curiosity Stream for sponsoring
this video. If you are a phone geek like me, you must
have noticed it already. India gets many of the coolest phones
these days. Just to name a few, Xiaomi and OPPO have both built whole new brands for India with Poco and Realme and Samsung made their super aggressively priced new M series phones here. And not only do these India-first offerings
put the devices we in the West have to shame in terms of price/performance ratios, increasingly,
they are also made in India. So in the 48th Episode of the Story Behind
series, let's explore why the Indian Smartphone industry has become so competitive and if
the country can take this recent smartphone boom to the next level and become a true smartphone
superpower. Quick note before we start: This video
reference a tons of statistics, government policies and articles, so if you want to explore those yourself, I've actually linked a ton of sources in the description of this video, so take a look at them.
Alright, back to the video! India actually already had a brief moment
with home-grown smartphone brands a few years ago. Back in 2014, over 2/3rds of the phones in
the country where sold by Indian brands like Micromax, Karbonn, Intex and Lava, and that
same year, Micromax actually managed to outsell Samsung
for the first time ever and briefly became the largest mobile brand in India. This explosive domestic success didn't last
very long though, as just a year later, Samsung re-claimed the throne, and Chinese brands
like Xiaomi, OPPO and vivo started entering the market. Turns out, the Indian brands didn't really
stand a chance against this new onslaught, as their whole strategy was just to buy ready-made
phones from second or third tier manufactures in China, stick their logos on them and sell
them to customers in India. Of course that didn't hold up against brands like Xiaomi and OPPO, who had
large R&D facilities, extensive control over their own hardware, as well as deep, deep
pockets from their successful operations in China. According to this fantastic article by Gadgets360,
when Chinese brands like OPPO entered the market, they initially paid up to $110 per
customer acquisition, compared to the $3.2 dollars some local brands where paying at
That is an insane 30x increase in marketing
spending, even if it was a temporary one. In a similar vein, Xiaomi didn't spend much
on marketing, but had no trouble losing money on phones for years in India to build up its
brand and drive competitors out of the market. None of the more simple Indian companies could
keep up with either of those, so it's no wonder that by now, they have lost ground and only
Micromax occasionally manages to make it to the top 5. But in their frenzy to out-spend and out-compete
each other, these foreign companies quickly realized that, in order to win in India, they needed to invest
more and more locally. Samsung, OPPO, Xiaomi and Huawei now all have
local R&D facilities in India, even if they are somewhat small, and all major brands now
assemble the majority of their phones sold in India domestically.
In fact Samsung has recently opened the largest
mobile manufacturing plant in the world by output in India, and Foxconn, the world's largest electronics
manufacturer has also opened up multiple factories here, including ones for Xiaomi and even for
Apple to assemble some high-end iPhones. These phones, while assembled in India, still
use components that are mostly imported, but that's a major step forward nonetheless.
So in a sense, things have kind of come full
circle. Instead of Indian companies selling phones
made in China though, now it's Chinese (and Korean) companies selling phones made and
to some extent developed in India. That's still far from India having it's own
Samsung or Xiaomi, but it is a significant revival of the industry. So, let's look at why this revival is happening. It starts with macro-economic factors. India has over time become the second largest
smartphone market in the world and is the only large one that is growing significantly. All other major regions are suffering declines,
so India has become crucially important as a market. At the same time, China, the original factory
of the world is losing its attractiveness as a manufacturing hub. With manufacturing wages having tripled over
the last decade or so, environmental and labor rules getting stricter, taxes rising and the
US-China trade war in full swing, companies are more eager than ever to move their factories
out of the country. India, together with Vietnam and other South-East
Asian countries are a logical destination country and indeed, India has recently toppled
China to become the largest recipient of foreign direct investment in the world.
Seeing the increasing attractiveness of India
as both a market and a manufacturing hub, the Indian government has implemented the
so-called Make in India strategy. Make in India covers many industries, not
just phones, but in this video we'll just focus on its impact on phones. Under the plan, the government simplified taxation and labour regulations, it encouraged infrastructure development and it made it significantly easier
for foreign companies to invest into India.
It has also introduced the so-called Phased
Manufacturing Programme, which is a step by step plan to incentivize phone makers to bring
their manufacturing to India. Step one of the program is to first slap
import tariffs on finished phones coming into the country, but let components come in mostly
untaxed. This is supposed to encourage phone brands
to assemble their phones in India from imported components first, and it seems to have worked
very effectively. India has recently become the second largest
phone manufacturer in the world after only China, there are now well over 200 manufacturing
plants across the country, up from just 2 a few years ago, and the ratio of imported devices dropped
from 78% to below 18%.
Step two in the programme is slowly implementing
import duties on components one by one to encourage also the domestic manufacturing
of the individual components, not just the assembly f them. As you can see, the government planned to
start with simpler components like chargers and batteries, and is planning to add increasingly
complex components like microphones, printed circuit boards, camera modules and touch screens
over time. Progress with this plan has been made too,
but it's slower than expected. According to Counterpoint research, India
still imported $13 billion worth of components in 2018, which accounted for 80% of value
of the phones made in India, and domestic component manufacturing is lagging behind
the planned output significantly. While the first two stages have seen some
success, the third and current stage, which is the most important as it accounts for 62%
of the value, has seen very little success so far, meaning that more complex components
are still mostly imported. The first PCB manufacturing plants are already
being set up by companies like vivo, but things are taking longer than expected.
Either way, despite being behind schedule,
I think the direction is pretty clear. India went from being a completely
import-driven phone economy to having a reasonably large manufacturing sector, and there are no signs of a slow-down. In fact, the government has set the goal of
manufacturing 500 million phones in 2019, of which it actually wants to export 120 million. Now, I think that's a little optimistic,
given that we are pretty deep into 2019 and we haven't seen any exporting activity yet, or at least I couldn't find it, but it is an impressive state nonetheless.
Now, the last question is how this smartphone
boom will impact Indian companies. Cause having foreign companies manufacture
stuff domestically is of course better than nothing, but on the long term, can't be a
sustainable strategy. I personally think big, home grown success
stories will take a significant amount of time to develop and I also think that India might be a little late to develop its own major smartphone brand, this market feels very mature, extremely competitive
and extremely oversaturated already. But there are other areas that we
could see promising Indian companies in. In fact, the first crop of them have already arrived. Reliance Jio, a gigantic Indian conglomerate,
has wiped the floor with competitors in the smart feature phone business with its home-grown
JioPhone line selling tens of millions of units out of nowhere, and while these aren't
advanced smartphones per-se, they are hugely important for the Indian market.
Similarly, chipmaker Signalchip is the first
Indian company to bring microchips to the market. They are currently focusing on 4G and 5G modems
and microchips for base stations, which are the units that beam radio waves for mobile
networks around, and it's still unclear just how good their chips really are, but the fact
that an Indian company was able to design and bring something as complex as semiconductors
to market at all, is a massive step forward for the country. And as foreign companies bring more and more
knowledge and capital into the country, as the infrastructure and the supply chains improve,
I see no reason why similar success stories wouldn't become more common in the future.
Success breeds success, and overall I'm very
positive about the outlook of Indian tech companies. One last way I'd like you to think about the rise of Indian tech companies is through this model of technology transfer that I admit I just made up. Let's take a look. Typically, the more complex a technology gets,
the more profitable it becomes to make it. Countries and companies typically work their
way up this ladder, chasing each other over time. And what we are seeing is India entering at
the bottom, taking away some of the low-end assembly work and simple component manufacturing
from China. China is moving up this latter, making better
and better phones like the Huawei P30 or the OPPO Reno for example, squeezing companies
like HTC, Sony and LG out of the commodity smartphone business.
Korean, Japanese and Taiwanese companies are
also moving up the ladder, focusing more and more on high-end semiconductors, memory chips,
camera sensors and so on. Of course all of this is an oversimplification,
but I think it illustrates quite well how countries and companies have to move
up this value chain quickly enough to offset losses they see at the bottom. And it will be really interesting to see how quickly India can take over parts of China's old business while China is trying to encroach on those of the others.
And talking of encroaching, I've recently
spent a ton of time on Curiosity Stream, binge watching documentaries like this one, which explains how the first picture of the black hole was taken and how black holes work in general, which
is something every geek should know. You can watch it or any one of Curiosity Stream's
over 2400 documentaries and non-fiction titles for free for 31 days using my links in the
description. Curiosity Stream features original content
from Stephen Hawking, Jane Goodall, David Attenborough and many more, it was founded
by the founder of the Discovery Channel and works on essentially every device ever, including
computers, phones and smart TVs. It only costs 2.99 if you decide to get premium
after the free trial month, so if you are ready to binge some high quality documentaries, then go to curiositystream.com/techaltar and use the promocode "techaltar" to get 31 days of free premium access to Curiosity Stream, and to support my channel as well.
[MUSIC PLAYING] JOSHUA SHARFSTEIN:
Welcome to season two of Public Health
on Call, a podcast from the Johns Hopkins Bloomberg
School of Public Health. I'm Joshua Sharfstein, Vice
Dean for Public Health Practice and Community Engagement and a
former Secretary of Maryland's Health Department. Our goal is to bring scientific
evidence and experience to the public health
news of the day, through informative interviews
with scientists, community leaders, policy experts, public
health officials, clinicians, and more. If you have ideas or
questions for us to cover, please email us at
email@example.com for future podcast episodes.
Today, Stephanie Desmond
talks to Stephen Morrison, a global health policy
expert at the Center for Strategic and
International Studies, a Washington, DC think tank. They discuss Russia,
where officials are ready to use their COVID-19
vaccine before completing testing for safety
and effectiveness. Let's listen. STEPHANIE DESMOND:
Stephen Morrison, thank you so much
for joining me. STEPHEN MORRISON: Thank you. Glad to be here. STEPHANIE DESMOND: So, I know
you've done a lot of work on Russia and its
response to COVID-19. I wanted to start
with what we've been hearing about Russia having
a vaccine that's ready to go. Could you talk to us
a little about that? And why we might
want to be concerned? STEPHEN MORRISON: Thanks. Yes, well this is a
big story of the week. It's been building for
a couple of months. It starts with President Putin. This is certainly his endeavor. It's driven by him,
this effort at trying to win the race for a vaccine
for both people in Russia, but the world's population.
It's a prestige, geostrategic
gambit by the Russians. It involves a vaccine that is
an adenovirus, viral vector vaccine. It went into phase
one, phase two trials about eight weeks ago. Estimated around 76 people
in those first early trials. No data has been
published from this. Nothing has been shared. There has been no
phase three trials, which would be the
normal high volume trials before you would reach
some judgment as to the safety and efficacy.
What has distinguished
and caused– distinguished the
Russian effort, and caused a lot of
controversy is the announcement by Putin, and by his
authorities this week, that they were going to
register the vaccine for use, both within Russia and
outside, before there's been phase three trials. They're beginning to give this
to doctors, to health workers, and soon to teachers,
and to the military. And they're going
into mass production. And they're intending to begin
in October a mass distribution within Russia. And they are– they've announced
that they are striking deals. They're in discussions with
a number of other countries. They claim they have letters
of application or expressions of interest from 20
countries, amounting to a billion doses of this. They've specified certain
countries, the Philippines, Saudi Arabia, UAE. They're also
announcing that there will be some form of
field trials in several of these countries and the like.
The reason this has, of
course, sparked controversy is because it is a shortcut. It is rushing ahead
without any shared proof of the scientific
data demonstrating safety and efficacy. And simply, signaling
well, trust us. And they're making this argument
that because this builds off of earlier vaccine
platforms developed for MERS and SARS, two
other coronaviruses, that those, in their
estimation, worked well.
Although, they never really
got certified internationally. They remain candidate
vaccines, in the words of WHO. That that's good enough. And so, they're charging ahead. I think the motivations
behind this are multiple. There is an internal
motivation, which is that Putin needs a big
win for his own position within Russia. His economy is on its back. He can't deliver
on the big promises he's made for mega-dollar, big,
public infrastructure projects. His popularity is
at an all-time low.
His mishandling of
the coronavirus, the COVID-19 outbreak
within Russia has damaged his standing. The program– there's
roughly 900,000 cases that they acknowledge. About 15-16,000 deaths. Those numbers are thought
to be undercounts, significant undercounts. So he is looking for a win. He's looking for a
win domestically. I think that's a very
strong motivation. He's looking for a
win outside, in terms of being able to reach outside,
and build alliances, and be seen as the first, and
appeal to countries that may feel like they're
going to be left out by the other big competitors in
this race, which are the United States and China. So, he's appealing to countries
that are middle income, lower income, and
saying to them, look, we may put
manufacturing facilities in.
We may have licensing
arrangements. We may give you cut prices
or this may come for free. And so, they're
out marketing this as a way of building prestige,
and alliances, and the like. People are worried
about this because it is putting an unproven
product out on the market. It could be substandard. It could be dangerous. It could do lots of harm. There's a lot of
concern that the usage of this by teachers, by the
military, by health workers could be coerced and
not be voluntary. I think we should
expect that there's a high risk for this
entire thing backfiring. If it turns out to be unsafe,
to have adverse effects, they're going to have a
difficult time covering those up.
They may try to cover
them up within Russia. They're going to have
a difficult time doing that if it's in Brazil, or
Philippines, or Saudi Arabia. If it backfires, it
does damage not just to Russia's reputation, it
aggravates an already really complicated situation globally,
where trust in vaccines is compromised. Lots of hesitancy,
lots of wariness, we see in poll, after
poll, after poll. This could worsen
this image that people are bending the rules. They're letting politics
dominate science. They're putting people's
well-being at risk in order to achieve some
sort of political end. So, it is a very dramatic– don't doubt that Putin is
using everything in his power to move this forward. There is a very elaborate,
slick, polished website, seven languages, that
was rolled out yesterday.
He has brought in his
own military medicine, which is formidable. He's brought in the
Gamaleya Institute. He's brought in the Health
Ministry, the Trade Ministry, obviously his own person
in his own office. He's brought in the
Sovereign Wealth Fund, the Russian
direct investment fund to finance all of this. And the propaganda
machine is on full tilt. I mean, if you've been in
Moscow in the last two months, it's been nonstop propaganda. And they have done
a very good job at getting their messages out. But they're going to
meet with resistance. They're meeting with significant
resistance within Russia from within the general
population, which is showing upwards of a
third don't trust Putin, and are not going to be
responsive to the propaganda, and are not going to accept the
vaccine on a voluntary basis. You have industry. You have the Association of
Field Trials Organizations, research trials
organizations, which include some of the big super
you know multinationals, the Pfizer, Bayer,
AstraZeneca, Novartis, they have come out and been
very vocal on record saying, you should not move ahead
in this fashion until there are completed, successful
phase three field trials, and the results are published.
So, there is resistance. STEPHANIE DESMOND: Is the
reason they're in such a hurry because they want
to be first and they want to be able to claim this– STEPHEN MORRISON: Absolutely. STEPHANIE DESMOND:
–as a big win? STEPHEN MORRISON:
I think they are– I think Putin has judged that
he needs a big win domestically. And he wants– on the
international side, he wants to be out in front of
the United States and China, and being able to come
forward and claim, look, I got there first. Trust me, this is going
to be safe and effective. And I can get it
to you at a cheaper basis quicker than the Chinese. And the Russians and I can help
you get out from underneath, this pandemic and the
economic crisis it's created, and the social instability
that it's created.
So it's a drive towards
that kind of prestige. And he's playing on
the history of Russia. He's calling it Sputnik 5. So that hearkens back to 1957,
to the satellite telemetry, the first satellites
put into orbit, a moment of historical prestige. He's also hearkening
back to the glory days of Russian immunology, virology,
science during the Soviet era, the bio weapons effort, which
is a dark period, but also the heavy investment
in their science infrastructure on virology. Now, much of that has
been degraded and weakened in the last 10 or 15 years. And it's a bit of a– it's a bit of a stretch to be
claiming this reality today. But nonetheless,
they're invoking that, and trying to basically make the
argument that their science is on par, on track.
Now, we do have to admit
the possibility that Putin may have a product that
does turn out to be safe and effective, right? In which case, if he's able
to circumnavigate all the barriers he's going to face– WHO is not going to
sign off on this thing. He's not going to be– many, many different
marketplaces are going to have a lot
of heartburn in thinking about adopting this. Brazil's going to have
heartburn about this. Certainly, no Western
country is going to allow this to be used
on human populations without the field
trials coming forward. So, he's going to meet
lots of resistance there.
But you can imagine
that he just has decided on political and geostrategic
grounds, full steam ahead, and we'll deal with these
problems as they come along. STEPHANIE DESMOND: If they
had done all the testing, would we still have
trouble trusting it? STEPHEN MORRISON: Well,
that's a very great question, because, of course,
they don't have a great record of
transparency and reliability. They have reputational
problems in this regard. People don't trust
the numbers, the case counts for coronavirus cases,
or the numbers on fatalities.
So, there is this
question of by what basis are we going to judge what
numbers they come forward with? So, they have to disclose as
much of the raw scientific data and be as transparent as
possible to win trust. Now, as a point of
comparison, the Chinese have a very similar
reputational problem, in that they are regarded
as cutting corners. They don't have the same field
trial quality and standards. They don't record adverse
events with the same level of specificity and reliability
as most Western field trials. What's gone on there is
some of these firms which aspire to be globally
accepted firms, there's the CanSino
Biologics which is developing a viral
vector, very similar to the Russian one.
What did they do? Well, the first 45,
or whatever it was, the first phase one,
phase two trials, they published their results. They were not that
flattering, the results. They published
them in The Lancet. So, they went out for full
disclosure and transparency in order to say, look, we are– we are part of a global
industry with these standards. We're going to meet
those standards. Quite different than what
the Russians have done. STEPHANIE DESMOND: And I
guess my last question is, and I think you touched
on this a little, but I'd like to hear a
little more, we wonder if they– when they do start
to be giving out this vaccine, I guess you're saying in
some quarters they are, is there an option
whether to take it or not? Or are they being
going to be forced to try something that has
not been studied well enough? STEPHEN MORRISON: Well,
that's a poignant question.
They are moving ahead
right now, beginning to give it to health
workers, teachers, military. They are going to give priority
to those that are elderly and underlying conditions,
high-risk populations, sub-populations. We don't know. There's a suspicion
that there'll be a pretty heavy level
of coercion for people. Because you will have,
if you're a teacher, or you're a health
provider, your job is could be put on the line
pretty easily by saying, look, for you to function, as
a teacher, as a health care provider, you got to do
this as a prerequisite, otherwise don't show up for
work and go somewhere else. So, the ability to
coerce people is pretty high in this situation.
STEPHANIE DESMOND: Well,
you have really raised a lot of issues to think about. Thank you so much
for joining me. STEPHEN MORRISON:
Thank you, Steph. JOSHUA SHARFSTEIN:
Public Health on Call is produced by
Joshua Sharfstein, Lindsey Smith-Rogers, Stephanie
Desmond, and Lymari Morales. Audio production by Spencer
Greer, Niall Owen McCusker, Cian Oates, and Matthew Martin,
with support from Chip Hickey. Distribution by Nick Moran. Thank you for listening. [MUSIC PLAYING] .