380 Final
How has online advertising changed? Explain at least three advantages of online display advertising over traditional display advertising.
- Better targeting (data-driven!) - Lower cost - Ability to test - Offer interactivity and personalization
Explain how Display Network works. How is an ad served with real time bidding? What are the entities that are involved in this process?
-A display network brings advertisers and publishers together. It is an auction based-like search and is in real time. It is largely based off of the target audience and if you're higher in the ad rank, you have a higher display banner. -The entities involved in this process are the advertiser, bid money, ad network, ad traffic, ad money, and the publishers.
How can advertisers improve the Quality Scores of their ads? What is the most important factor in determining quality score? Explain your response.
1) (most important) Expected clickthrough rate (CTR): The likelihood that your ad will be clicked when shown. 2) Ad relevance: How closely your ad matches the intent behind a user's search (your keywords) 3) Landing page experience: How relevant and useful your landing page is to people who click your ad.
What are the basic social media listening techniques? Provide two examples of more advanced social media listening Techniques.
1) SCRAPING ALL PUBLIC MENTIONS OF A COMPANY FROM SOCIAL MEDIA PLATFORMS - Ability to see nature and frequency of new mentions during for ex. Tracking a new campaign 2) CODING THOSE MENTIONS AS POSITIVE, NEGATIVE, OR NEUTRAL - Ex. customer feedback analysis and can allowing to identify areas of improvement/ identify successful aspects 3) SUMMARIZING THE AVERAGE SENTIMENT BEING EXPRESSED ABOUT A COMPANY - Ex. perception report and product evaluation: gain insights into how well the product is being received
What are characteristics of effectively written search ads? (Ad writing tips)
1. Be Relevant • Include text in ads related to keywords. Use the relevant keyword at least once. 2. Differentiate • Communicate your unique value proposition, i.e., the benefits of your offering and why people should visit your site to learn more. 3. Call to Action • Includes a compelling call to action, or a command that tells the searcher what to do and what they'll get when they click on the ad. 4. Use at least 4 Ad extensions • Give searchers all information they need to make their decision. For example, include your price, promotions and exclusives. 5. Match your ad to your landing page • Make sure the landing page includes the promise of the ad (e.g., products or promotions)
How does Google determine Ad Rank?
1. Max Cost-Per-Click (Bid) maximum amount you're willing to pay for a click on your ad. 2. Auction Time Quality Score 3. The Ad Rank thresholds To help ensure high quality ads, Google sets minimum thresholds that an ad must achieve to show 4. The Context of The Person's Search e.g., the search terms the person has entered, the person's location at the time of the search, the type of device they're using, the time of the search, the nature of the search terms, other ads and search results that show on the page, and other user signals and attributes). 5. The Expected Impact from Ad Extensions
What are different methods of targeting in Google Display Network. Define and explain each method with an example.
1.) Audiences -Definition: reach people based on their online actions or interests - How they have interacted with your business -What they are researching or planning - What they interests and habits are -Example: Interests--Media and Entertainment Book lovers Gamers Movie Lovers -Action and Adventure Movie Fans (select = custom affinity audience) -Comedy Movie Fans 2.) Demographics -Definition: reach people based on age, gender, parental status, or household income -Example: Gender: female, male, unknown Age: 18-24, 25-34, 35-44...etc. Parental status: Not a parent, parent, unknown Household income: top 10%, 11-20%, 21-30% 3.) Content -Definition: where you want your ads to show -Placements: choose specific websites, videos, or apps where you'd like to show your ads -Keywords: choose terms related to your products or services to target relevant websites -Topics: choose topics to target many webpages, apps, and videos about a certain subject -Example: Topics Hobbies and leisure Clubs and organizations Crafts -Ceramics and pottery -Fiber and textile arts
What are different types of display advertising?
1.) Banner ads: interactive 2.) Interstitial ads: an ad between two pieces of content you want to consume, these ads take up your screen until you can X it out. 3.) Pop-ups & pop-unders: small window which appears in front of whatever content you're consuming. Known as misleading to users and is discouraged. 4.) Floating ads: similar to a pop-up ad, except it moves around your screen. 5.) Wallpaper ads: background of the content you consume, no CTR & the point of it is mostly to create awareness.
What are display advertising payment models and situations in which each can be used?
1.) Cost per Mille/Cost per Thousand Impressions (CPM) Definition: a marketing term used to denote the price of 1,000 advertisement impressions on one webpage. If a website publisher charges $2.00 CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad. Situation: CPM makes the most sense for a campaign focused on heightening brand awareness or delivering a specific message. CPM is the most common method for pricing web ads 2.) Cost per Click (CPC) Definition: a method that websites use to bill based on the number of times a visitor clicks on an advertisement. Situation: CPC is often used when advertisers have a set daily budget. When the advertiser's budget is hit, the ad is removed from the rotation for the remainder of the billing period. 3.) Cost per Acquisition (CPA) Definition: where the advertiser only pays each time a website visitor makes a purchase after clicking an ad. Situation: financial metric used to directly measure the revenue impact of marketing campaigns.
In what ways/for what objectives can social media be used by companies/brands? Give at least four objectives with an example (real or hypothetical) for each.
Brand awareness -- Increase recognition of brand -- Leverage popular hashtags to increase reach/ create ads Customer engagement -- Foster meaningful connections to built trust -- Respond to comments Lead generation -- Use social to attract customers -- Offer free trials Product promotion and sales -- Drive sales by social media promotion -- E-commerce brand promote limited time sale
What are keyword match types in Google Ads? Define and provide an example for each.
Broad (Loose matching) - Ads may show on searches that RELATE to your keyword - Ex: looking up "best prices for sneakers" will show up for keywords "best" and "sneaker" Phrase match (Moderate matching) - Ads may show on searches that INCLUDE the meaning of your keyword - Ex: looking up "womens size 8 boot" will show up for keyword "womens boots" Exact match (Tight matching) - Ads may show on searches that ARE the same meaning as your keyword - Ex: looking up "shoes for running" will show up for keyword "running shoes" Negative - Exclude search terms from your campaigns and help you focus on only the keywords that matter to your customers. - Ex: Negative broad match "running shoes" would show ad for "blue shoes" and not "shoes running" - Ex: negative phrase match "running shoes" would show ad for "blue shoes" not "blue running shoes" - Ex: negative exact match "running shoes" would show ad for "blue running shoes" and not "running shoes"
What are different types of social media activities?
Creation of content/ posts -- For a companies social media page -- Ex: scheduling content Reputaiton management -- Ex: social media listening & monitoring Paid advertising on social media platforms -- Ex: advantages compared to display: a) targeting can be done more precisely b) higher engagement rate c) more engagement options Influencer marketing -- Ex: find influencers and partner with them
What is remarketing? Explain the remarketing process and provide an example.
Definition (slide): Show ads to users who have already visited your site while browsing the web -Google: "Remarketing is a way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase." -Process: 1.) Prospect visits your site 2.)This prospect is tracked 3.) The prospect leaves your site 4.) Your ad then appears on other sites that the prospect later visits 5.)The prospect is reminded and returns to your site Examples: -Standard remarketing: Show ads to your past visitors as they browse sites and apps on the Display Network. -Dynamic remarketing: Boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website or app. -Remarketing lists for search ads: Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website. -Video remarketing: Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps -Customer list remarketing: With Customer match, you can upload lists of contact information that your customers have given you. When those people are signed into Google, you can show them ads across different Google products.
What is native advertising? Provide two examples.
Definition: paid advertising that works very hard not to disrupt user experience -paid ads that match the look, feel and function of the media format in which they appear Examples: -In-feed ad: not displayed like usual banner ads: At the bottom or the top of the screen, or even as full screen interstitials. Integrates advertisements better into the content of the app which makes them less annoying for the user; can have better click rates. -Patron Tequila: For International Margarita Day (February 22nd), Patrón took to Twitter with a promoted hashtag #MargaritaoftheYear and tweet prompting users to help vote for one of 7 innovative cocktail recipes. -Takeaway: When you're on a social network like Facebook, you need to look for ways to integrate a social experience into your ads. -You want people to be tagging their friends, commenting and sharing the things that your company puts out there, so you need to engage with your audience on a casual, informal level. -Netflix: Cocaineconomics by the Wall Street Journal-- To promote its show Narcos, Netflix collaborated with the Wall Street Journal to create an interactive portal exploring the history of the international drug trade, and its nexus in Medellín, Colombia. -Takeaway: Partnerships can be an incredibly powerful way to take your advertising in directions that would not have been possible otherwise.
What are social media KPIs? How can KPI (s) be determined for a social media campaign? Provide examples. ex question: what would be a companies strategy, kpis to measure, what platform, etc.
Depends on your objective! Objective: Customer Service -- Response Rate: The percentage of posts or questions responded to. -- Response Time: The average amount of time that it takes to respond to posts or questions. Objective: Community -- Engagement Rates: How often people interacted with your content (length of visit, number of views) Objective: Awareness -- Fan Growth Rates: Number of followers, subscribers, etc.
Anatomy of a search ad and different manual extensions: Display URL= Path field= Final URL = Ad Extensions =
Display URL= domain from final URL/path fields (www.ex.com) Path field= Gives information to searchers about where they will end up on the website. It doesn't have to match the exact text of the final URL Final URL = Actual URL of your landing page (www.ex.com/classes) Ad Extensions = Examples include business location, phone number, site links (e.g., "Schedule an appointment"), callouts (e.g., "Easy online scheduling"), product price, download app
Compare and contrast Search with Display advertising. Provide examples of situations in which search work better than display and vice versa.
Display advertising: a push approach to advertising & in the awareness state, you're creating the demand or awareness, CTR is lower with display ads b/c the intent isn't there, and they're very personalized/targeted due to data on past behavior. -Example: Display would work better when creating brand awareness, since when users are seeing display ads they're not actively searching for a product or service. For example, real estate, or dating & personal services. Search advertising: pull approach to advertising and in the intent-desire stage, already an existing demand because product/service was searched for. -Example: Search advertising is better for intended services, for example, searching for a plumber to fix something for you. Since there is intent behind the search, the user is more likely to click on your ad and hopefully convert.
What are the potential impacts of having a search ad with a high Quality Score?
Eligibility Determines whether your ad is eligible to enter the auction for that query Position Determines the relative position of your ads in relation to the other ads on that result page Price A better quality score reduces the price you need to bid to maintain a given position Top slot Only high quality ads are eligible to appear above the natural search results
What are the benefits of email marketing?
Extensive Reach -- 3.9 billion email users worldwide (50% of world's population) -- 15% Open Rate for commercial emails -- 1.3% Click Rate -- 65% of Gen Z, 62% of Millennials, 71% of Gen X, and 73% of baby boomers say EMAIL is their preferred channel for receiving brand communication Low Cost: 0.01 cent per email Return on Investment: $38 for every $ spent
What are different social media metrics? Impressions = Reach = Engagement = Engagement Rate = Brand Mentions = Share of Voice = Sentiment Ratio =
Impressions = The number of TIMES a piece of content was displayed to the users Reach = The number of Unique USERS exposed to a piece of content Engagement = total number of likes/ clicks/ shares on a piece of content Engagement Rate = The number of engagement in relation to your reach Brand Mentions = The number of time the brand is mentioned Share of Voice = brand mentions in relation to total mentions (brand + Competitors) Sentiment Ratio = positive/ neutral/ negative brand mentions in relation to all brand mentions
What are max CPC and actual CPC in Google search ad campaigns? How are they different? How does Google calculate actual CPC?
Max CPC: A bid that you set to determine the highest amount that youre willing to pay for a click on your ad Actual CPC: Your price (The CPC you end up paying after the discount) -- Your price (Actual CPC) = the ad rank of the person below you / your quality score + $.01
Name at least three regulations related to email marketing.
No false or misleading header No deceptive subject lines Tell recipient how to opt out of being emailed in future Honor opt-outs within 10 business days
What are the popular metrics that can be used in tracking email marketing performance? Open Rate = Clickthrough Rate = Conversion Rate = List Churn
Open Rate = Emails opened/ emails delivered Clickthrough Rate = Emails clicks/ emails delivered Conversion Rate = conversions/ sessions generated via email List Churn
What are the ways through which emails can be personalized in an email marketing campaign?
Past purchases Past email response Customer preferences (e.g., at email sign up or unsubscribe landing page) Demographics Location Device
What is POST methodology? What is the use of POST methodology? Explain the main facets.
People - 5Cs of consumer motivation - Assess your customers social activities Objectives - Decide what you want to accomplish Strategy - Plan for how relationships with customers will change Technology - Decide which social technologies to use -Use: accomplish marketing goals and social media plans
What is a response strategy? Provide an example. Why having a response strategy is essential for company's social media management?
Should include the 4 Ts: ✓ Timeliness ✓ Transparency ✓ Training ✓ Take it offline outlines how the company will respond to various types of comments, mentions, and inquiries from users. A well-defined response strategy is essential for effective social media management as it ensures consistency, professionalism, and responsiveness in interactions with the online community. Example of a Response Strategy: a fictional e-commerce company: Scenario: A customer posts a complaint on the company's Facebook page about a delayed delivery. Response Strategy: Acknowledgment: Start by acknowledging the customer's concern. Respond promptly and express understanding of the issue. Apology: Apologize for any inconvenience caused by the delay. Demonstrate empathy and understanding. Resolution Offer: Provide a solution or offer to address the problem. This could include tracking the order, expediting shipping, or offering a discount on a future purchase. Take the Conversation Offline: Encourage the customer to share order details privately or direct them to customer support channels for a more detailed resolution. Follow-Up: Once the issue is resolved, follow up publicly on the original post, expressing gratitude for the customer's patience and confirming that the problem has been resolved.
Explain the process of running an effective email marketing campaign? Name at least 5 important considerations that need to be made in creating an email marketing campaign.
Subject line - Add personalization - Be descriptive Keep it short - Limit punctuation - Body Appropriate format (images vs. text) - Well-structured - short paragraphs - bolding/color - sectioning Unsubscribe - Easy to find - Collect additional information
What is programmatic advertising?
The algorithmic purchase and sale of advertising space in real time. During this process, software is used to automate the buying, placement, and optimization of media inventory via a bidding system. This process is also called Real-time Bidding (RBT)
Explain social media monitoring
Tracking, analyzing, and responding to conversations, mentions, and trends across various social media platforms. Primary goal: gain insights into what people are saying about a brand, product, industry, or topic Valuable to make informed decisions, manage their online reputation, and engage with their audience effectively.
What are the 5 Cs of consumer motivation on social media? Provide an example for each.
Understand WHY people are using social media Create, connect, control, consume, compete
What is the social technographic ladder?
Understand what people are using social media for Creators, critics, collectors, inactives, etc?
What is the auctioning process used by Google for search ads? What are some important factors that need to be determined by Google at each auction? (at least three)
When a user makes a search query, Google Ads runs a split-second auction of all the ads whose keywords are relevant to it. This will determine: - which ads are eligible to be shown - their ad position relative to competing ads - and the CPC that the advertiser will pay for a click on their ad.
What is sentiment analysis?
goal is to understand and categorize the subjective tone of the text as positive, negative, or neutral. Positive Sentiment: Indicates a favorable or positive opinion or emotion about a particular subject. Negative Sentiment: Indicates an unfavorable or negative opinion or emotion about a particular subject. Neutral Sentiment: Indicates a lack of strong positive or negative sentiment, often representing factual information or opinions that are neither strongly positive nor strongly negative. applied to various types of textual data, including customer reviews, social media posts, news articles, and survey responses. It is commonly used by businesses and organizations to gauge public opinion
