Digital Marketing Midterm Exam 101
shopping ads
ads that display product images and prices instead of just text
What's a digital example of paid media? ***
advertising - pay per click, display ads, retargeting, paid influencers, paid content promotion, social media ads
nofollow
an HTML attribute that instructs search engines not to count linked-to websites as endorsements
call extension
an additional line appended to a usual search ad that allows users to click to place a phone call
What is the most valuable type of backlink?
an editorial link
award
an indicator that instills trust by providing an endorsement from an outside entity. Awards are often used to show both trustworthiness and high performance
keyword stuffing
an ineffective black-hat SEO tactic that involves in addition inserting the keyword phrase too often
lead
an inquiry from a potential customer into a business's products or services
message boards
an internet forum that allows internet users to engage in written conversations
What is demand harvesting?
any activity that increases the likelihood of securing a purchase from a potential customer who already wants the product
dofollow link
any link that does not have a "nofollow" attribute; a link that instructs search engines to follow those links and pass authority to the linked-to page
segmentation
any method of dividing customers (or in in this case site visitors) into groups that differ in a meaningful and actionable way
trust symbol
any symbol, icon, image, or small statement communicating to the user that the site is legitimate
What is the most frequent conversion for a lead generation-based website?
collecting email addresses
guest blogging
considered for many years to be a standard practice for gaining links
Explain what the "Customer Service" objective is for a website. ***
controlling the conversions to owned properties
CRO
conversion rate optimization - a web manager skill that uses A/B testing in order to gain the highest conversions possible
CPA
cost per action - a bid for each keyword, which is the amount the advertiser is willing to pay for each conversion
CPC
cost per click - in concert with conversion rate, determines whether a search ad is profitable
DDA
data-driven attribution - a tool made available by Google in 2016 which utilizes algorithms to calculate the ROAS of various advertising channels through counterfactual comparisons
impressions
each appearance of an ad on the SERP
Explain what the "Inform" objective is for a website. ***
establish confidence and trust in the brand through content
What are the three match types for advertisers to specify the searches they wish to target?
exact, batch, and phrase
The three components of a quality score are? ***
expected CTR, ad relevance, and landing page expereince
The ideal keyword has what three things?
high purchase intent, high volume, and low competition
actionable insights
insights into website users' behavior that can be used to take actions that improve website performance and/or profitability
negative keyword
instructions to the search engine specifying when not to display an ad
natural internal links
links that take the site visitor elsewhere in the site
header tags
markers surrounding a word or phrase that gives a title or label to sections of the web page, makes a website's content more easily browsed by users and gives search engines stronger clues as to the topic of its content
timestamps
markers that enable an analytics package to calculate how much time users spend on each page
Long tail keyword
multi-word phrases that are extended or more specific versions of a core fat head term
What are two website popularity metrics?
number of backlinks, backlinks from relevant sites, anchor text, link neighborhood, link freshness, link diversity, and social sharing
What is the green text on Google called? (the small words under the blue)
path or vanity URL
PPC
pay-per-click - an advertising model which charges advertisers each time their ad is clicked as opposed to charging advertisers simply to have their ad displayed
career SEOs
professionals whose jobs center on improving the rankings of their clients' websites
Pros and cons of advertising using broad match
pros - advertisers are not likely to miss out on valuable advertising opportunities because their add will show up for anyone doing a search relevant to their products cons - ads are likely to show up for searches in which the searcher had no intention of purchasing the advertiser's products
Pros and cons of advertising using exact match
pros - saves advertising money as it targets only interested people cons - likely to miss out on valuable advertising placements when searchers search for the advertisers products using an unanticipated variation
Explain what the "Sales" objective is for a website. ***
providing an easier, cheaper, and/or faster way for customers to buy
search engine
software that provides the best list of content possible to users so that they can find the best content in response to specific search queries
shopping cart
software that stores shoppers' product requests
Explain what the "Generate Leads" objective is for a website. ***
starting the relationship by acquiring information, but not necessarily focused on closing
Off-site SEO (or off-page SEO)
the creation and dissemination of content on a website to build quality backlinks to the site
content marketing
the creation and distribution of media content that entices and engages potential customers and has a commercial benefit for the publisher
What is a landing page?
the first web page that a visitor to a site sees
landing page
the first web page that a visitor to a site sees
On-site SEO (also called on-page SEO)
the formatting of content on the website to maximize its chances of ranking for all desired searches
link
the means of navigating from one webpage to another online. Links can be text based or image based
domain name
the name of a website
close rate
the percentage of leads that convert into revenue for the company
bound rate
the percentage of page viewing sessions that consist of only one page view
What is a page bounce rate? ***
the percentage of people who land on a page on your website, then leave. They don't click on anything else or visit a second page on the site. Keep in mind that bounce rate is different from an exit rate.
conversion rate
the percentage of visitors who convert, considered to be one of the most important indicators of a retail website's success
ranking
the position of the website in the SERP within the organic search results
conversion
the target action that websites encourage visitors to take
direct traffic
traffic that comes to a website either from a potential customer's offline advertising activities of from habit
referral traffic
traffic to a website that is the result of advertisements hosted on other websites. Referral traffic is usually divided into two categories: paid and unpaid
email traffic
traffic to a website that is the result of advertisements sent to potential customers via email
search traffic
traffic to a website that is the result of advertisements that appear as part of the results generated by a potential customer's internet search. Like referral traffic, search traffic can be divided into two categories: paid and unpaid
UVP
unique value proposition - the single thin that sets a site apart from its competition
Why might a website use no-follow links?
untrusted content, paid links, low priority links
What are three reasons why they should be used?
untrusted content, paid links, or low priority links
black-hat SEO practice
website formatting practice designed to manipulate the search engine into giving a website good rankings without the site actually providing good value to searchers
white-hat SEO practices
website formatting practices designed to manipulate the search engine into giving a website good rankings while also providing high value to searchers
analysis paralysis
when the sheer volume of data prevents an analyst from taking worthwhile action
What are the steps in the consumer journey? ***
1. initial consideration set 2. active evaluation 3. moment of purchase 4. postpurchasse expereince 5. trigger into loyalty loop
What is a cookie?
A piece of data from a website that is stored on a web browser that can be retrieved at a later time.
In which phase of AIDA does demand harvesting occur?
Action
Describe the postpurchase experience section of the consumer journey.
After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision
What does AIDA stand for?
Attention, Interest, Desire, Action
Why do responsive search ads need stand-alone headlines?
Because they can be served in any order
What is CTR?
Click Through Rate - # of clicks / # of impressions so . . . number of people who clicked the ad / total number of people who saw the ad
CTR
Click-through rate - the percentage of impressions that yield a click
Describe the active evaluation section of the consumer journey.
Consumers add or subtract brands as they evaluate what they want
CLS
Cumulative Layout Shift - indicates whether the content shifted when another piece of content loaded later on the page. Usually indicates a less-than-ideal user experience
What is A/B testing and what is it used for? ***
Existing webpage is "A" and a slightly tweaked webpage is "B", a program shows each website randomly to viewers to see if the new modification was successful through analyzing the conversion rate that each version of the page produces and the most successful page is used moving forward
FID
First Input Delay - a measurement of the time it takes before the user can interact with any piece of content on the page. Usually indicates a less-than-ideal user experience
The most heavily used digital marketing analytics tool is called?
Google Analytics
What is a quality score? ***
Google's rating of the overall user experience that your ads and landing pages provide when users search for your keyword(s)
What is the blue text on Google called? (the big words)
Headlines
What is ad relevance?
How closely your ad matches the intent behind a user's search
landing page experience
How relevant and useful your landing page is to people who click your ad.
HTML
Hypertext Markup Language - a client-side coding language meant to display static web pages that do not dynamically change content depending on the user. The basic programming language that powers web pages on the internet
What are the four primary objectives of a website we discussed (four types of websites)? ***
Inform, Generate Leads, Sales, Customer Service
IP address
Internet Protocol Address - a standardized set of procedures for locating computers connected to the internet and for transferring information from one computer to another
LCP
Largest Contentful Paint - a measurement of the length of time it takes for the page's main content to appear. Usually indicates a less-than-ideal user experience
What challenges would a one page website that primarily has visual content have when it comes to SEO?
Limited content for search engines to crawl/ index.
Explain why attribution is a difficult process for marketers.
One primary reason is that the audiences of people who saw the ad and the people who didn't see the ad are different populations.
Which takes longer to index, paid search or organic search? Why?
Organic takes longer to work
What's a digital example of earned media? ***
Sharing - mentions, shares, reposts, reviews
What are the different types of landing pages?
Single-product, multi-product, lead generation, subscription, single-purpose
What is meant by the term "known intent" when it comes to paid search marketing?
Someone who does a search for a product is known to the market and ready to purchase that product. The likelihood of that person making a purchase is many times higher than the purchase likelihood of a random person seeing a display ad. An advertiser who has a high probability of generating an immediate sale is willing to spend a large amount of money to secure that sale.
What are no-follow links?
Tells search engines "don't follow links on this page"
Describe the initial consideration set section of the consumer journey.
The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points
What is a link profile?
The list of backlinks going to a page
Why are conversions important?
They are an effective way of comparing and contrasting the performance of multiple advertising channels
Why do companies use backlinks? ***
They are important to search engines because they are a signal that the site being linked to high-quality information on a topic, relevant to the site linking to it. In essence, it's a digital vote of confidence
Why should a brand avoid only bidding on exact-match keywords?
Too small of an audience
TLS
Transport Layer Security - an encryption method used to prevent eavesdropping from third parties
Describe the moment of purchase section of the consumer journey.
Ultimately, the consumer selects a brand at the moment of purchase
URL
Uniform Resource Locator - the unique identifier used to locate a resource on the internet
What's a digital example of owned media? ***
Web properties - website, mobile site, blog site, social media channels
What is the "grunt test"? ***
What are you offering? Why should I pick you / how will it improve my life? What do you want me to do next?
click
a click is counted each time a searcher clicks on an ad in the SERP
broad match
a command which directs Google to show a corresponding ad to any search that "broadly" matches the specific keyword
phrase match
a command which instructs Google to show ads on searches that include the keyword, close variants, or other terms with similar meaning (a distinction between exact match and phrase match is that phrase match can also include additional search words that do not match the keyword)
web hosting company
a company that provides server space for others to run a website
server
a computer connected to the internet that fulfills information requests to the website
persona
a fictitious person meant to represent a segment of customers
alternative text (alt text)
a label or tag that communicates information to web browsers for the visually impaired or to browsers that have images deactivated
What is lead generation?
a lead is an inquiry from a potential customer into a business's products or services Ex: a plumber getting a phone call about his services
What are backlinks? ***
a link from an external source that points viewers to that web page. In other words, a link on any other website that links back to your website
backlink
a link from an external source that points viewers to that web page. In other words, a link on any other website that links back to your website
natural outbound links
a link that is relevant and fits naturally into the article and acts as a citation the author uses for the reader's reference
link profile
a list of backlinks for a particular webpage
citation
a mention of the company's website without a link
responsive web design
a method of coding elements of a web page (text, images, navigation, and so forth) to detect the website visitor's screen size and to automatically resize and rearrange those elements to optimize their display
What is a call to action? Why is it important? ***
a prompt on a website that tells the user to take some specified action ex: Sign Up, Buy Now
exact match
a search phrase will still match a keyword even if the search is a close variant of the keyword, such as a misspelling, an abbreviation, and even a synonym
meta description
a short description of the web page content (160 characters or less) usually included in the content of the page, but not displayed to visitors
browser
a software that displays web pages such as Chrome, Firefox, Safari, Edge, and opera
keyword
a specific word, or combination of words, used to target specific ads to potential customers
XML sitemap
a technical map of a website which helps website crawlers to index the site properly
fat head
a term with high search volume
last-click attribution
a type of attribution which gives full credit for a customer's action to the source that most recently brought the customer to the site for the purchase. Widely recognized as the easiest and most common way to assign credit to advertising efforts
what are affiliate links?
a unique URL assigned to a specific affiliate. The affiliate link contains and records the affiliate's ID or username, allowing the affiliate to get credit for the traffic sent to the advertiser's website.
cookie
a unique identifier placed on a web browser by a website in order to retain information used to tailor the website experience to each user
URL inspection tool
a usable feature that enables webmasters to test whether Google is properly crawling and rendering pages
title tag
a web page tag displayed at the top of a browser when one navigates to a specific web page
directory
a website that catalogs links to other websites
counterfactual
a what-if comparison which requires large quantities of data to be effective and accurate
