Certified Digital Marketing Certificate Exam
Bounce rate
(bounced emails/emails send)*100
Share/Forwarding Rate
(clicks on share button/delivered emails)*100
Click through rate
(total or unique clicks/delivered emails)*100
CTA's should include...
-clear concise command -highlight how the offer benefits the user - show social proof - show sense of urgency
Best practices AB testing
-test one variable at a time - split groups equally and randomly - test early and test often for the best results - test as large a sample as you can for more accurate results - trust the data collected, not your gut instinct
2 factors associated with spend
1. Bids - how much you will pay for a click 2. Daily Budgets - how much you're willing to spend in a day
GA adding a new user
1. Click on User Management in the admin area 2. Choose to add a new user by clicking the + button in the top right corner 3. enter the new users email address and choose their permission level (high or low level) 4. choose from the four permission levels
Linking google search console to google analytics steps
1. Ensure you website is verified in Search Console - it must be verified in Search Console to link to GA 2. Log into search console and google analytics 3. click the admin cog at the bottom left of the main analytics menu 4. Click on the property settings in the center of the admin area 5. Scroll to the bottom of the Property settings page and click Search Console settings 6. Select which google analytics views to share Search Console does with 2. Click Save to complete the link
Setting up a goal funnel
1. Enter the screen names of all the steps in your funnel ex: add to cart, proceed to checkout, enter address, or add payment details 2. Don't add the homepage as a step in the funnel - just add the action pages like adding to cart or entering details 3. The last step in your funnel should be the thank you page or destination page
Benefits of Remarketing
Drive ROI Increase likelihood to buy reach your customers have large scale reach is tailored for your goals efficient pricing
CMSs considerations
Dynamism intuition cost
CMS Specific hosting
CMSs are sharing a server all on one huge server (cms specific)
Display buying mechanisms
CPM: cost per 1000 CPC: cost per click VCPM: visible cost per 1000. setting the limit as to how much we're willing to pau for every 1000 impressions that we receive
Content Curation tools: RSS Feeds
Feedly, FEedspot, Bloglovin
Importance of web design
First impressions Information Navigation Content
GA Custom report types
Flat table reports Explorer Reports Map Overlay Reports
Which of the following are examples of key website attributes to test when assessing the effectiveness of the user experience?
Frequency of shopping cart abandonment Nesting of pages
What are the main ways to install Google Analytics code on a website?
Implement it using Google Tag Manager Ask a web developer to hard code it on every web pageGosgs
Digital The strategy of acquiring audience attention via push or pull content tactics
Inbound
What are some of the best practices that you should follow when setting up a social media account for a business?
Include CTAs in your cover photo Use a profile image that depicts your brand
Digital mktg The way media is consumed by audience
Individual
Porter's Competitive Forces
Industry Rivalry Threat of substitutes Bargaining power of buyers Bargaining power of suppliers Barriers to entry
Evergreen Content
Is relevant and valuable for a prolonged periodCan drive more traffic and generate more leadsCan be repurposed into different formats
Transactional Pages
More keyword focused and usually include the main keyword or a close variant
Benefits of UX and UI
More traffic Increased retention increased time on site deeper emotional connection more conversions better return rates
You have estimated the number of clicks a paid search campaign will generate. What do you need to do to forecast the budget required for the campaign?
Multiply Clicks by CPC
Two methods for content scheduling
Native and Third Party
Which keyword form the smallest proportion of all keywords?
Navigational
Types of email recipients
New Existing Evangelist
Transaction
Number of individual sales or shopping baskt items sold on an ecommerce website
Goals
Number of valuable actions taken on the site
Type of email lists
Opt in and opt out Purchase list Rented List
Traditional The strategy of acquiring audience attention via push or pull content tactics
Outbound
Tools for measuring PageRank
Page Authority Domain Authority URL Rating Domain Rating
_____ is an SEO ranking factor and may be an indicator of other site errors, which can cause bad UX
Page speed
Match types
Parameters that can be set on your keywords to control which searches trigger your ads to appear
You are carrying out SEO keyword research for your product or service. You have picked a topic to research, brainstormed and now have a significant number of keywords around the topic. Following best practice, what are the next steps towards successful keyword research?
Prioritize keywords Review keyword value
Benefits of paid search
Relevance Timing Qualified visitor Control Visibility Measurability Mobile micro-moments
Double opt-in
Requires recipients to confirm they are registered subscriber
Ways in which SEO and Website Optimation work together in mobil
Responsive design CTAs Content
What are the benefits of using pay-per-click advertising?
Results are relevant to a user's needs Metrics are easily measured
To fend off customer attrition from competitors, you send out an exclusive discount offer to anyone who has purchased from you in the last six months. To what stages of the Buyer's Journey does this align?
Retention Conversion
Four predefined or default goal templates in Google Analytics
Revenue Acquisition Inquiry Engagement
True or False: Website affects all areas of digital marketing
TRUE
Content Curation Tools: Email Alert Tools
Talkwalker
Benefits of Content Scheduling
Time efficient Cross posting
Which video ad format plays your video ad before, during or after other videos and is 'skippable' after 5 seconds?
TrueView In-Stream
Youtube Ad formats
Trueview instream Trueview video discovery
Types of spam traps
Typo Recycled Pristine
Goal types
URL Destination Time on Site or Session Duration Sessions per Visit or Pages per PEssion Event
Website Optimization three aspects
UX Design Display
Differences between UX and UI
UX - deals with interaction design, lots of testing UI- medium through which it goes, based on data motion and user research, takes feedback and mixes it with current designs and brand guidelines
How can you optimize ad serving on Facebook and Instagram?
Use Link Clicks to serve ads to people who are most likely to click on them Use Daily Unique Reach to show your ad once per day to your audience
Hashtag Best practices
Use SEO Keywords Dont use spaces or punctuation Capitalize hashtags correctly avoid overuse keep them short use popular hastags create branded hashtags monitor other hastags
Best practices with including images in emails
Use brand assets Include product product photo Size your images Use pixel tracking images Use less than 25% rule Include alt text
Collaborate permission level
Users can share assets, reports, and dashboards, and add annotations
Importance of SEO Objectives
They encourage buy in from key stakeholders They help formulate your SEO strategy They ensure objectives are met
What are the benefits of linking a YouTube channel to a Google Ads account?
View engagement statistics Add CTA overlays on videos
Site map
a list of pages in a website
Tweetdeck
allows you to assess the content, the interactions, and the engagement with with competitor streams at any one moment in time
Brief
allows you to identify the most important insights and understandings that will inform your strategy
Universal app campaigns
allows you to promote your app across youtube, GDN search, and within the Google Play Store
site search report
allows you to view the search terms visitors used
key benefits of competitor resarch
compare sizze of channels identify the mobile ability compare channels identify channel gaps assess content assess format gaps
Seed testing
compile a list composed of co workers, friends, or family, that will help you to test out your email before you launch it
Site speed sub report
contains information on page views and the average load times for the various pages on a site allows you to view speed improvement suggestions for pages on your site
Accessing content performance
content recall, clicks to point of sale, overlaying commercial results with you recent content activities
Potential security risks behind allowing others access to you GA accout
data breaches unintended or purposeful deletion of user accounts or assets Inocrrectly changing settings within the tool incorrectly modfying custom reports, filters, segments, goals, and funnels
Metadata
data that describes other data meta title tags
Main reports in the audience tab
demographics report interest reports Geo report Audience behavior report Technology report Mobile report Cross device Report Benchmarking reports
Dimensions
describes data Ex: country, channel, location, age, gender, device used
meta description tag
description of website short little snippet that youve got to really sell to the searcher that your website is worth clicking on
Media plan
detail all the paid media challs including cost line items for each
Audience research
developing specific insights into your target audience that guide your activities
Creative brief
document that uses product, audience, and competitor insights to inspire campaign ideas to deliver on your objectives
Default Bids
dont set any specific bids for our targeting method and set a default at our ad group level
250ok
email testing tool provides senders with real-time insights on issues such as deliverability, reputation, user level inbox engagement, domain-based message authentication, reporting, and conformance
Email on Avid
email testing tool that allows you to test your emails to ensure deliverability and preview across mobile devices
E commerce report
enables you to view ecommerce overview informationm shopping behavior, checkout behavior, product performance, sales performance, and product list performance
Social report
enables you to view information about sources of social media interaction, social media conversions, and social plugins
ad extensions
enhanced features to make your ad more appealing and drive higher CTRs
Access and login details
ensure you have all usernames and passwords for all the channels
You can aduit the current status of digital marketing activities by analyzing the following factors
site audit social and channel audit access and login details administrators existing resources chain of command
Common Ad extensions
sitelinks phone #s google map locations callouts
Referrals reports
sites that link back to your website identify the high value links for SEO and for driving quality traffic
Source medium report
source tells us where the traffic is coming from ( google bing facebook direct twitter) medium tells us the type of traffic (CPC, organic, display, social, and referral)
Criteo
specialist e commerce retargeting platform that shows consumers ads for products they've viewed on the advertisers websites
Image ads
static or animated in, GIF or HTMLS5 format and are a great way of delivering your message or uplifting brand awareness
content seeding
strategic approach to mapping out your content across the entire web
Relevancy SCore
subjective grading between 1 and 3 (low) on how relevant a keyword is to a topic
soft bounce
temporary failure reasons for soft bounce: recipients mailbox is full the receiving server was down message was too large
Custom segments
temporary filters that are used to cut up data for deeper understanding and for making comparisons
informational pages
tend to be more user focused and sometimes include the main keyword or a close variant
Load testing
testing the load times of the images and text as they become visible
earned likes
the # of organic likes your campaigns have driven for you
Max CPC Bids
the ad that someone sees when they do a search
The higher the search volume....
the better the keyword is
user interface
the platform that the users are using to complete the actions or go through their experience
keyword research
the process by which lists of keywords relating to a product or a service using tools like keyword planner
Universal Analytics
the standard since 2013
Pristine spam trap
this is the email address that never opted-in to any email communication
Typically a digital marketing strategy will require 3 core elements
time money people
Difference between paid and organic search
time ( paid - instant) paying (paid - pay per click, organic - free) return on investment (Paid - easier to measure)
Ecommerce sites objectives
tracking sales lead conversions
Creating an event tracking goal
tracks interactions with you site that cannot be tracked with standard analytics code This required some additional coding by a developer on your website or use the advanced features of google tag manager (after either of those two steps) enter the conditions in the event tracking goal and when they fire on the wrbsire, you can track this activity as a goal
With the URL Builder you can add
traffic source traffic medium campaign name ad content
T/f: the ecommerce report requires a certain specialist coding to link your website transactions to google analytics
true
chain of command
understand who is working on digital activity, what remit each individual has and most important who is in command and responsible for decision making
Ab testing advantages
understand your segments better determine the best subject lines improved content increases conversion rates more sales
Channel Strategy
understanding how your going to use all of the different digital platforms that are available to you
Benefits of goal funnels
understanding the consumer journey better understand and optimize the user experience
Best practices for CTAs
use action words create urgency and scarcity minimize risk (money back guarantees) focus on value Invite readers inside Get personal Foster curiosity and anticipation show benefits and social proof
Benchmarking Report
useful for competitive analysis allows you to see aggregate statistics for other sites in the same category as your website across channels, locations, and devices
Value of email design
user experience consistent experience style direct imagery and graphics placement of CTAs drive conversions
Edit permission level
users can modiefy goals, reports, and filters, read, and analyze reports and share data, but can't add or remove new users
TrueView for Shopping
uses google merchant center feed to promote your products
Trueview In-Stream
video plays before, during, or after other videos after 5 secs, user can skip - gives choice
Behavior flow report
view of user journeys through a website, beginning with a landing page then moring to their next interactions with the website
Site speed report
view site speed information
Mobile report
view traffic and conversion data from mobile and desktop users
Examples of owned research
website analytics current customer research social channel insights
Responsive
website design is formatted to its ideal fit for the screen it's on
Cloud hosting
website is hosted on the cloud which means several different servers and computers are hosting the website equally
Shared hosting
websites are sharing a server all on one huge server most common and affordable
view percentage
what % of the video your users were watching
Bounce rate behavior report
what % of visitors landed on your website and left without looking at any other pages or content on the site
Behavior tab
what are users doing on your website?
Post-Click On-Page Optmization
what is visible to the user AFTER they click on your listing and land on your web page
Pre-Click On-Page Optimization
what is visible to the user BEFORE they click on a result on the search engine results page
MAshups
when authors merge completely different points of view into something thats brand new
Transactional queries
where the searcher is showing signs that they are ready to purchase something
Geo REport
where you vistors are physically located vie whte language and location of you website visitors
Audience targeting
who do you want to show your ad to?
Audience tab
who is coming to your website?
Text Ads
word only formats
How to reduce CPC/optimize quality score
write better ads improve landing page add negative keywords test bid thresholds
main factors that determine a quality score
your bid perceived ctr of your ad your landing page relevance
interests report
find out users interests can see affinity categories in market segments and other interest categories that help you understand the browsing patterns of your visitors
GA Conversions reporting tab
focus in on metrics relating to the valueable actions that users can take on your website
Content Creation key stakeholders
online community industry influences third-party sources (Online community, industry influences, third parties)
All pages report
page name metrics associated with each page you can see what pages drive the most engagement and what pages need improvement
hard bounce
permanent delivery failure occurs when the message has been permanently rejected either because there was a typo in the email address or the email address is no longer valid
inbound email marketing
permission based and focuses on creating quality content, pulling people towards your company and product
Two types of youtube channels
personal channels and brand channels
Content creation tools:images
photoshop picmonkey gimp pixlr canva
Content creation tools: short form video
photoshop viva video
Steps to successful keyword research
pick a topic to research brainstorm keywords review keyword value prioritize keywords
Research map
plan that ensures all areas of research are being read correctly, beginning with the challengers you are facing allows you to document and map your research to derive insights
Digital marketing
practice of utilizing digital tools for the purposes of marketing
Youtube - 2 main buying mechanisms
premium buys auction buys
Benefits of using authenticated domains and sub-domains
prevents ISP filters from blocking your emails is instantly recognizable to your recipients builds your sending reputation
Technical optimization
process of completing activities on your site that are designed to improve SEO but are not related to content
Off-page optimization
process of enhancing your sites search engine rankings through activities outside of the site
On-Page optimization
process of ensuring the content on your site is relevant and provides a great user experience
competitor research
process of establishing a clear picture of your competitove landscape by identifying each of your competitors, the quality and size of their digital media channels, and applying your own interpretation
Desk research
quite simply the research you can access easily from your desk through a simple google search
Benefits of content seeding
reach relevancy increase (web traffic and search engine ranking) build generate improve
AD copy elements
relevant attractive directional
Owned research
research that your business owns, has easy access to and is directly related to your business
adroll
retargeting platform which uses its own remarketing pixel to target ads to consumers who have previously visited a website
single source of truth
same data source
Benefits of allowing other users access your google analytics acct
same reporting tool collaboration enhanved control how much data people see and need to see
Benefits of marketing automation
saves time improving marketing results having a positive impact on marketing teams as a whole Data synchronization Improving the personalized experience
Benefits of google analytics
free easy to implement easy to install user friendly interface customizable reports & dashboards Basic + advanced options seamless integration with other google products post-click integration with non google traffic sources (ex: yahoo, bing, facebook) valuable insights
Common negative keywords
free jobs
Google Tag Assist
free browser extension provided by google it makes sure your google tags are installed correctly by checking all tags on the web page
Manage Users permission level
highest access level allows users to add and remove news, edit settings, share assets, and read reports
Overarching strategy
highest guide to your strategy strategy in one sentence , quickly summarizes your digital strategy
GA Account settings
highest level in the settings access point for analytics
Broad Match
hotel new york matches user search queries from a wide range of searches
Acquisition tab
how are users getting to your website?
attribution
how channels interact with each other to drive conversions and sales, so we can assign credit to each channel along the journey for the part it played in the decision making process
Media strategy
how your utilizing your paid activities
Limitations of Content scheduling
inability to react API updates can be limiting from certain social media platforms
google ads display targeting report
includes data from the google display networks and search network with display select campaigns that use one or more of the available targeting options be it display keywords, placements, topics, interests, and remarketing, age, or gender
Benefits of video and display advertising
increase brand awareness drive consideration create purchase intent increase the reach drive frequency of the exposure engage and re-engage choose from multiple types of ad formats complement TV buying strategies
Tactics
individual executions that are a part of making up your strategy
Key differences between short and long tail keywords
intent rank conversion
Content planning
involves addressing all details of your content strategy that help plan content
Social listening
involves observing or collating live social conversations to derive insight from the language and topics that are appearing in conversation
Ways to measure the brand
lead generation backlinks ecommerce ads revenue
Key principles for building an email strategy
segementation personalization timing engagement analytics
Optimizing main copy elements
length keywords hyperlinks
_____ tail keywords have less competition
long
CTA guidelines
make it visible use strong command verb urgency obvious set clear expectations bring users to a page
Content management systems (CMS)
manages the creation and maintenance of digital content
Contextual targeting
matching your ads to contents of website
Metrics
measures data ex: visitor numbers, revenue, goal completions
Your _______ should show your total budget per channel, cost metrics, and delivery targets
media plan
Main difference between UI and UX: User interface is the ____ user experience is the ____
medium experience
How esps faciliate a unique experience
merge fields dynamic content accurate targeting
Read and analyze permission level
minimum access level users can read and download existing reports but cannot change any settings
elements of a search campaign
name location language daily budget goal
Types of keywords
navigational informational transactional
Less than 25% rule
no more than 25% of your entire email should be image based 75% should be readable
Display ad file types
non animated image ads animated image ads animated HTML 5 ads
experiments feature
non standard feature of google analytics allows digital marketers to view and manage ab tests for test performance tests new layouts, content types, and formats
Cross device report
shows you the overlap between mobile, desktop, and tablet devices in diving traffic, and activity on your site
Limitations of using various content type formats
silent autoplay accessibility vertical compliance excessive data usage crisis situations
Phrase Match
"hotel new york" search volume that includes an entire phrase
Modified broad match
+hotel +new +york bit more focused, add + sign in front of a keyword, more restrictive
Digital Marketing The development of a message to a broader or niche audience
1 to 1
Short-tail keywords
1-2 keywords less specific generic
Setting up a custom goal steps
1. Add a goal name 2. Select a goal type 3. Add the goal conditions
What are the benefits of including both traditional and digital marketing activities when creating a marketing campaign?
1. Optimizes for scale and relevance 2. Uses every audience's point of contact
Bids can be set on ___ different levels
2
long tail keywords
3+ words specific
GA View Setting
A property can have more than one view Raw view with unfiltered data or filtered view for the main report
5 key principles to UX and UI
Accessibility Clarity Learnability Credibility Relevancy
5 types of Curated Content
Aggregation Distillation Elevation Mashups Chronology
Search Console Report
Allows you to view information regarding SEO performance in Analytics
Key components of effective website design
Architecture Design Content Optimization
You have measured your website's SEO performance and have found that your technical SEO efforts have not paid off as expected. What questions should you consider to help improve performance?
Are there any URL errors reported? Have your key landing pages been indexed?
Multi channel report types
Assisted conversion report top conversion paths report time lag report
ABCD of effective creative
Attract attention from the stars Brand Naturally and meaningfully Connect with the viewer through emotion and storytelling Direct the user clearly with what you want them to do next
Google analytics tabs
Audience Acquisition Behavior Conversion
Types of targeting
Audience Contextual
Components of effective emails
Audience Subject line Email Copy Design CTA Imagery
Which native tools can provide rich insight into the performance of Facebook campaigns?
Audience Insights Ads Manager
Responsive Ads
Automatically adjust their size, appearance, and format to fit available ad spaces
_______ is a great way of seeing where your backlinks are coming from
Backlink Analysis
Match Types
Broad Match Exact Match Phrase Match Modified broad Match
Areas where AB testing is useful
CTAs Headlines Graphic elements Wording and content Type of promotion or offer Pop ups
CASL
Canadian Anti-Spam Legislation requires marketers to obtain permission from a user before they may send marketing material via email or SMS
Content creation tools: inforgraphics
Canva Piktochart
Creating Topical Content
Choose General Themes Consider Potential Outcomes Resource Adequately
Creating evergreen content
Choose timeless topics Promote on social media Repurpose at a later date
Three different types of SERP
Classic SERPS Universal SERPS Extended SERPS
Two types of CMSs
Cloud hosted platforms Self hosted platforms
ESP features
Contact database mgmt Segmentation Personalization Automation Tracking Behavior unsubscribe managemnt email and landing page creation
Key Considerations for Content Platforms
Content Need Audience Ecosystem Proposition and format
What key areas should you assess when undertaking competitor research as you develop a digital marketing strategy?
Content assessment Comparison of channels
What to look for in Competitor Analysis
Content development schedule customer feedback search engine rankings website optimization social following tone of voice new format adoption
CAN-SPAM
Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 established certain mandatory opt-out practices and requires email senders to clearly identify themselves
What three key performance indicators do you need to monitor?
Conversions Awareness Brand Searches
Elements of Content Calendars
Copy Creative Theme Date and Time Platforms
Limitations of ESP
Cost Rate limits Sending volumes (esp for large campaigns) Interface Reporting
What are the main benefits of a 360 campaign?
Covers the entire buying cycle Optimizes for scale and balance
What paid search campaign performance data can you analyze if you link a Google Ads account to Google Analytics?
Detailed website engagement metrics Return on Ad Spend for e-commerce activity
ad rank
Determines the order in which your ad shows up on the page
Four main reports in the cross device area
Device overlap Device paths Cross device channels Acquisition device
Traffic sources
Direct Traffic Referral Traffic Organic Traffic
Default groupings or channels include:
Direct traffic Organic search social email affiliates referral other paid search display
When advertising on the GDN, what campaign type matches your ads to websites that include content related to your business or to your customers' interests?
Display Network only
GDPR
EU's General Data Protection Regulation
Youtube Analytics Reports
Earnings Reports Watch Time Reports Engagement reports
To help better understand what interests your audience, what YouTube Analytics report can provide information on subscribers and the performance of annotations?
Engagement
When an ad enters a Google Ads bid auction, what factors help determine the order in which it is served?
Estimated CTR Max CPC bid of competitors
Benefits of Cultural Research
Exporting a campaign Adapting to Global Context Preventing negative publicity
Audience Research Tools
Facebook audience insight tool Twitter audience insight tool Google Ads Consumer Barometer Google Keyword planner and display planner Brandwatch and Pulsar
Why is proper website navigation so important?
Get more clicks and traffic Increases time on sites Easier for search engines to crawl
Types of ESPs
Gnauk AWeber Outlook Constant Contact Yahoo Mail GetResponse Zoho Mail MailChimp
Why are title tags a vital part of on page optimization?
Heavy weight and higher rankings
Top 5 established players in the marketing automation space are...
HubSpot Marketo Salesforce's Pardot Eloqua Act-On
Benefits of Social Listening
Identify Opportunities Spot Potential Risks Understand brand position
Email Campaign Creation Steps
Identify the need for an email Define campaign requirements Write email copy Add the content to an email template Set up email tracking Test your email Check your email checklist Send your email Analyze your results
Methods of Content Promotion
Influencer marketing Guest Blogging Tagging Affiliate Marketing Media Partnerships
Which keyword is hardest to convert into sales?
Informational
Which keyword is less competitive to rank for?
Informational
3i Principles
Initiate: Start with the customer and work towards your digital strategy Iterate: Continually apply your learnings from customer engagement Integrate: Integrate digital channels and traditional marketing activities
Three components to calculating ROI of content
Investment in content Performance of the content Long tail benefits
How can you use Google Analytics to develop insight on the value of offline marketing activities?
It enables you to analyze traffic spikes in real-time and in reports It helps you to understand the ROI of awareness-generating activities
Benefits of Conducting Industry Trend Research
Keep up with the audience's communication style and medium Identify market opportunities Plan next marketing effort
Two of the three key components for assessing the ROI of your content marketing efforts are investment in content and performance of content. What is the third component?
Long tail benefits
Three ways you can use influencer marketing
MEdia Channel Co-creation Content Amplification
Community management benefits
Manage customer, product, or service issues Gain valuable insight and feedback Turn customers into loyal fans Network with others Drive repeat sales
Traditional Marketing The development of a message to a broader or niche audience
Many
You have defined your personality and brand and identified your audience. What is the next step involved in creating your brand business story?
Map story to personas
Traditional Mktg The way media is consumed by audience
Mass audience
Core elements of digital strategy development
Objectives Channel Strategy Content strategy Media Strategy Tactics
Traditional Marketing The level of investment committed to the medium consumed by an audience
Passive Audience
Budgets for digital are made up of 4 key areas
People Technology Training Process
What are the qualities of effective content?
Personalized Relevant
Benefits of Content Calendars
Plan content time effective allows key dates keeps social content on track helps all content marketers stay on track
What key areas should you focus your attention on when planning a content strategy?
Platform, Timing, Tone, Narrative
Importance of brand personality
Point of difference Unique Vantage point Resonance
ROI equation
ROI= revenue - marketing spend X 100/marketing spend
Which is the most important step in SEO?
Ranking.
What are the key benefits of using display and video advertising in your marketing strategy?
Re-engage with customers Brand awareness
Key metrics to consider in your content marketing strategy
Reach Engagement Sentiment Clicks and Conversions
Four permission levels when adding a new users
Read and Analyze Collaborate Edit Permission Manage Users
Effective negative keywords can help...
Reduce costs increase CTRs and conversion rates make your paid search activity more effective
Sucess within your digital activities can be boiled down to two outcomes:
Sales Leads
SERP
Search Engine Results Page what you see after you search for a keyword
Campaign Types on Google display network (GDN)
Search network with display opt-in Display Network only
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.
Which statements about setting up a Snapchat page for a business are true?
Sign up by downloading the Snap App on your mobile phone Avail of extra functionality by signing up to Ads Manager
Key Aspects of Web Design
Simple Design Easy to Navigate Consistent Information Usability Consistent Design Concise and Honest information
A user has entered their email address into a form on your website and are instantly added to your email list. What type of opt-in permission is this?
Single opt-in
Technical SEO Ranking Factors
Site Speed Mobile Friendliness HTTPS
Which website characteristics are also considered technical SEO ranking factors?
Site speed HTTPs
Where does search behavior feature in the purchase decision cycle?
Stages 2-6 2. they search for solutions 3. they evaluate alternatives 4. they decide to pruchase 5, they purchase 6. they do a post-purchase eval
2 ways to create a business facebook page
Standalone free business manager: create or import client pages to that account
Two main account types within AdWords
Standard Account Manager Account
Display campaign Creation - delivery settings
Standard Delivery Accelerated Delivery Ad Scheduling Frequency capping Ad Rotation
Remarketing Methods
Standard remarketing Dynamic Remarketing Remarketing for Mobile Apps Video REmarketing Email Remarketing
Benefits of Competitive research
Strategy Target Market Message
Purpose of Buyer Personas
Targeting Format Discovery
Why is inbound email marketing valueable?
Targets specific buyers Easier to personalize Low cost and high return Generates high ROI Cheap in terms of CPL and CPA Fast effective and measurable results
Audience Targeting Category - Remarketing
Targets users who have previously visited your website, or viewed your videos on youtube
Three pillars of SEO
Technical optimization On-Page optimization Off-page optimization
GDN Ad formats
Text ads Image Ads Rich Media Ads Responsive Ads Video Ads
GA Property settings
There can be many properties within one account usually a website or app would have its own property so a business with multiple websites could have one account with a property for each website
You are developing a content calendar for the quarter. You have included the copy and format that you are going to use, the theme, the date and the time the post is to be published. What element are you missing?
The creative The platform
Ad Copy
The response to the search query
Types of Content
Topical Content Evergreen Content
Marketing automation process
Web form submission Information tagging Delay or wait period Send email
How can you improve your open rate?
Well targeted subscriber list familiar sender name effective subject lines
Difference between website optimization and SEO
Wet optimization - UX centered -Website usability SEO -makes easy for search engines to find and index your site -user friendly
Conversion tab
What actions are users taking to complete set goals?
Child account
When a standard account is contained within a manager account
When is a goal funnel used?
When there are multiple steps in a transaction process
Contextual targeting
Where do you want your ad to be shown?
Advantages of ESP
Whitelisting of email broadcasts ESP provisioning, domain, and IP setup Deliverability reporting Enterprise mail transport agent configuration Bounce and complaint handle
Content Types Formats
Whitepapers Infographics Ebooks Interactive Content Video Articles Templates and checklist Podcasts
Exact Match
[hotel new york]
Media brief
a document that uses audience data, motivations, and demographics media budget, timings, content and creative formats to inform media choices to execute the strategy
User experience
a personas perceptions and responses resulting from the use and or anticipated use of a product system and device
Chronology
a series of pieces of curated content are mapped out along a storyline or a timeline
Dedicated server
a server that is just for your website or your group of websites that you own more secure and prevents downtime for your website
To build a better UX, youll want
a wireframe sitemaps personas
Standard Account
account that contains your campaigns, your keywords, and all the different aspects of adwords
large publishers site objectives
ad revenue goals
how to apply remarketing
add a remarketing code to your website
Reports under the Acquisition tabs
all traffic report source/medium report referrals report social report campaigns report search console report
Explorer Reports
allow you to click into dimensions for further detail on the metrics more complicated
Flat Table reports
allow you to have your dimensions on the left and metrics across the top in table format simplest type of custom reports
Map overlay reports
allow you to view a world or location map with a series of metrics you define
google display network
allows advertisers to serve video and display ads to over 2 million websites
Typo Spam trap
an email address with the ISP domain misspelled
Classic analytics
any users of classic analytics should be upgraded to unversal analytics as a priority
Digital Audit
assessment of all active media channels and to evaluate how effective they are in the current campaig
multi channel funnels report
assigns a value to each channel that played a role in completing a goal or a transaction
Embedded Images
attaching inline image to the email using HTML image tags that reference the image
Dynamic Remarketing
automatically populate your ads with the product that somebody was last viewing on your website
What can cause your email to be flagged as spam? with you subject line?
avoid all caps avoid excessive and unnecessary use of punctuation use special characters sparingly
main challenges when delivering marketing emails to your audience
bounce spam complaints spam traps sending volumes engagement
value of content marketing
brand awareness brand conviction conversions and advocacy
blog sites goals
brand awareness increasing traffic
Aggregation
bringing together multiple relevant content pieces into one centralized lovation
Video and display campaign objectives
building brand awareness influencing consideration driving action
Critical components of account structure
campaigns ad groups and ads keywords
demographic report
can view different user segments
Use ________ to revert to older versions of campaigns, ads, bids, and keywords
change history
history
check what history has been stored on activity mgmt, previous campaign acticity, and what has previously been implemented
How to import goals in google analytics
choose the import feature in google ads and select the goals you want to pull across
when to choose the Inquiry goal template
choose this template for a goal like "reading reviews"
when to choose the Acquisition Goal Template
choose this template for account creation goals
When to choose the engagement goal template
choose this template for goals like adding to favorites, playing media, sharing content, and contributing to content
when to choose the Revenue Goal template
choose this template if you are tracking goals like "reservations made" or "tickets purchase"
List Segmentation
contributes to the growth and mgmt of a contact database by keeping information about contacts who are your leads, subscribers, customers, partners, competitors, employees, up-to-date and accurate
The most useful metrics for your website
conversion rate your return rate referral sources cart abandonment rate time on site bounce rate
Guidelines for manually creating ads
correct size dimension one text ad
360 campaign
covers the entire buying cycle, where every marketing medium is utilized in an integrated, consistent marketing and branding strategy.
Canvas
create a rich expendable mobile eperience to engage users of the mobile app
Factors affecting deliverability
custom authentication single opt in domain subject lines images URL shortners
Which keyword match is the most cost effective?
exact word match
which keyword match has the best conversion rate?
exact word match
negative keywords
excluding certain search words from your campaign to not trigger ads
Conversion metrics are an _____ of standard visitor metrics
extension
It's essential that ___ are set up in Google Analytics as way of measuring your KPIs
goals
______________ uses earch targeting option as a primary dimension
google ads display targeting report
List of display platforms
google display network facebook Adroll Criteo premium network buys
Types of bounces
hard bounce soft bounce
The narrative
it is what you use to build engagement and affinity with your audience
Campaign action plan
just like media plan but covers all aspects of campaign
optimizing meta description tags
keep it short and concise avoid keyword stuffing be descriptive and engaging
all traffic report
key report in acquisitions tab allows you to find visitor traffic, conversion, and engagement data for different predefined channel types, known as default groupings or channels
buy hdtv HDTV { Best HDTV TVS{ Smart TV - low cost smart tv What level is HDTV and Smart TV at?
keyword level
Navigational keywords
keyword searches for a specific website or web page
Informational keywords
keyword searches used when someone is looking for information 1. largest 2. happens at awareness stage 3. harder to convert into sales
What should you measure with SEO Progress?
keywords traffic market share brand/produce awareness
TrueView video discovery
promote your video in places people would find them ex: next to related videos
Benefits of double opt in
protects against incorrect sign ups reduces spambots builds sending reportation
Resource maps
provides a clear layout of all the resources you will require and identifying gaps in your current resources
Technology report
provides info about the browsers, networks, and operating systems being used by your audience
Funnel Visualization report
provides information about the various stages of the converison process set up during the goal creation
Reporting
provides many metrics of performance its a benchmark of how certain activities are performing in a given time and a given day, on a given month
Media Plan
serves as a guide plan to how you will spend your ad budget
Custom Bids
set a bid for each individual targeting method
Marketing automation
set of software tools that automate marketing actions relation to email, social media, landing pages, and other web activities
non ecommerce commercial sites objectives
setting lead generation seo goals
___ tail keywords are easier to research
short
___ tail keywords have a higher search volume
short
____ tail keywords are harder to convert
short
______ tail keywords are harder to rank
short
ROI
the cost of your digital activities versus the return they generate
universal SERPS
the inclusion of search results from multiple content sources such as videos, images, news, maps, books, and websites into one set of research results.
To build a better UI it involved
the layout of website what it looks like in terms of colors, elements, and topography how contents laid out
Impression share
the number of impressions you've received divided by the estimated number of impressions that were available
Purpose of optimization
to make it as easy as possible for users to convert
Stages in the Buyer's Journey
Awareness Interest Consideration Conversion Retention
Objective main categories
Awareness consideration conversion and retention
earned views
# of organic views accrued by your video campaign
Conversion rate
(# who completed desired action/delivered emails)*100
Overall ROI
($ in additional sales made - $ invested in campaign / $ invested in campaign)*100
Content creation tools: native video editing
instagram youtube facebook snapchat twitter
Benefits of linking google ads and youtube ads
- ad views count towards overall view count - remarket to users who have viewed your videos - you can add a CTA overlay on your videos - You can use the additional reporting feautures to report on earned views and subscriptions to your channel
Overarching strategy should be...
- simple and clear sentence - based on a core insight
phases of a content marketing strategy
--> Research -->Plan --> Create and Curate --> Publish --> Measure--> Strategize-->
GDPR Constraints
-can only send emails to those who have explicitly requested the content -all personal user data must be protected at minimum standards and not shared outside the business -users may request all data that is stored about them at any time -Users may also request that all data about them be deleted
Common barriers to website optomization
-confusing navigation - slow checkout process - unclear benefits to converting - slow website
Why is optimization important
-increases user time on site -provides a better UX -users more likely to return -increases e-commerce sales
CAN-SPAM regulations
-marketers must identify themselves with a physical address -opt-out process must be simple -any opt-out must be honored within 10 business days -marketer cannot send to any use who has opted out -subject line has to accurately reflect content of email
CASL constraints
-need explicit consent -implied opt-in and pre-exisiting business relationships are considered valid consent only for 24 months after initial contact -social media interaction and conditional opt-in are not valid
Setting up goals in google analytics steps
1, Navigate to the admin tab and find the goal set up area 2. click on the left hand cog to enter the admin are 3. Navigate to the 'Goals' section on the right-hand side under 'View' 4. Add a Goal by clicking +New Goal 5. Choose to Add a Predefined goal or Custom goal
3 pronged approach to understanding the outputs of a digital marketing strategy
1. Establish the foundations of your strategy (what are you trying to achieve and how do you plan to achieve it?) 2. Have a strong familiarity with you current digital strategy, expectations, and the resources available to you 3. Confirm the crucial requirements in running your strategy, the budget you have access to, and who exactly is in charge of the key decisions
How to add a new view
1. click on admin cog at bottom of left hand menu and choose create view from top of the admin area 2. Choose whether its a website or mobile app view, then enter the name of view and time zone where the website or musiness is located 3. Modify aspects of the view in the View Settings at the top right of the Admin area 4. Set goals and filters for your view by pressing the Goals or Filters button on the right side of the Admin page
Purchase decision cycle
1. consumer identifies a need or a want 2. they search for solutions 3. they evaluate alternatives 4. they decide to pruchase 5, they purchase 6. they do a post-purchase eval
Developing insights steps/social listening study steps
1. identify keywords 2. utilize social search 3. check for additional keywords 4. identify trends 5. establish insight
When considering entering a new market or cultural community, why is it beneficial to conduct cultural research first?
1. To prevent misconceptions and avoid association with offensive content 2.To adapt the positioning and offer to fit in a global context
Building a website using word press
1. buy a domain and hosting plan from a provider 2. install wordpress 3. set up on wordpress 4. log in at youwebsite.com/wp-admin 5. install themes 6. add plugins 7. format plugins 8. add content 9. set up tracking and google analytics 10. test your website
When setting up a Twitter page for a business, which actions should you take?
Add a profile photo and company bio Create a standard Twitter account for your business
creating a new filter steps
1. in the filter area, click "add filter" 2. you can choose to add an existing filter, which you may have preciously created, or to create a new filter 3. Name you filter, then choose whether to create a Predefined or Custom filter 4. For standard filtering, like excluding IP addresses or including only traffic to certain parts of your site, choose a Predefined filter 5. For more advanced filtering, choose Custom filter. However, this can require a working knowledge of Regex to implement successfully. Most segments can be created using the Predefined Filter section
linking google analytics and google ads
1. log into both at the same time 2. click admin area in analytics (cog @ bottom left hand menu) 3. in the middle property section, click on the property you want to link and then click the google ads linking button 4. press the +new Property Group button and select the google ads data by pressing the slider 6. Choose to enable Google Display Network impression recording 7. Choose to use Auto-tagging to get click, cost, and other data from Google Ads directly in analytics 8. Its important not to use UTM tracking Google Ads and Auto tagging, as this will double count data 9. click the link accounts button to complete the linking
What do ad extensions do
1. provide contect on the nature and variety of your products 2. provide reasons to click your ad 3. Choose appropraite ad extensions
5 key stepts for creating a social media campaign
1. set objectives 2. define audience 3. Set KPIs 4. Set Budgets and run dates 5. Design creative content
Within google analytics, there are three levels within settings
Account Property View
Key building blocks in marketing automation
Action - something users perform that causes a trigger Decision - what should happen after action's performed? Timing - when should action happen?
Digital Marketing The level of investment committed to the medium consumed by an audience
Active Audience
How can display and video campaigns be optimized?
Adjust ad scheduling Amend targeting
The image shown demonstrates how a TV campaign could be structured in Google Ads. What level does "HDTV" and "Smart TV" represent in this example?
Ad Group Level
How do you measure valuable click actions generated on your site using Google Ads?
Add Conversion Tracking
Content creation tools: ebooks and whitepapers
Adobe Indesign Canva
You are looking to promote your content and have decided to team up with a company who can create content on your behalf. What is this method of content promotion known as?
Affiliate Marketing
Benefits of a 360 campaign
Covers the entire buying cycle Uses every point of contact Implements both traditional and digital marketing Optimizes for scale and relevance Enables you to effectively measure results
Benefits of Content Management Systems (CMSs)
Automation enhanced cross publishing create content assign tasks
Benefits of segmentation
Avoide wastage Avoids irrelevant messaging allows tweaks
Content Marketing Goals
Awareness Engagement Affinity Conversion Advocacy
The five stages of the Buyer's Journey are Awareness, Interest, Consideration, Conversion, and Retention. Which stages are most influenced by social media marketing?
Awareness Interest
Three defined goals for GDN
Awareness Influence Consideration Drive an action
A person reads an article about the effects of sun damage on skin and searches Google for the best way to protect their skin. They discover your company's blog about the 'Top ten ways to protect your skin in the sun'. What marketing function and stage in the buyer's journey are aligned in this scenario?
Awareness function + the awareness stage
Where does display and video advertising fit in the buyers journey?
Beginning ( awareness, interest, consideration)
Behavior reports
Behavior flow report Site content report All pages report Bounce rate 404 error pages content drilldown site speed report site speed sub report site search report
Why is a responsive website important for UX?
Better UX higher preference in search results Better designs across devices
Best practices for building a subscriber list
Blog Signups social media signups Offline events Partners Opt-in Media Referrals
Benefits of using various content type formats
Brand awareness Thought leader and builds credibility and expertise in your field excites and drives advocacy around consumers and potential customers reach wider audience
Three core pieces of legislation
CAN-SPAM CASL GDPR
Content Calendar Considerations
Business priorities Marketing Activities Sponsorship Activities In-store promotions time of year
Three steps to how search engines work
Crawling (discovery stage) Indexing (filling stage) Ranking (retrieval stage)
Value of web analytics
Data led decision making information source deduce the story understand customers better reveal conversion challenges learn what customers like and dont like interaction with website
Audience Targeting Category - Similar Audiences
Creating a mirror audience based on your remarketing lists or customer email lists
Creator studio tools
Dashboard video Manager Community Channel Analytics Create
Bidding approaches
Default bids Custom Bids Bid Adjustments
What are some settings that can be adjusted at the PROPERTY level to sure you are tracking the website effectively?
Default page Exclude URL query parameters Session timeout length
Audience Targeting Categories
Demographics Affinity audiences In market Audience Remarketing similar audiences
Data Types
Demographics Psychographics Behavioral
Every page on your website should have 5 things
Easy to read Easy to find Easy to understand Includes a CTA Pages work together
Your client is an established e-commerce retail brand. Your media strategy is to spend 60% of your budget on driving sales and 5% on re-engaging existing customers from your database. What channels would you recommend to achieve this objective?
Email Paid Search
ESP
Email Service Provider operates and maintains the software and hardware for delivering bulk email 100 million or more
Grow your subscriber list effectively using _____ ____________ and ______ ______
Email segmentation and contact management
Litmus
Email testing tool that allows you to send yout email to a test email address and from there it will show your emil in more than 70 apps and devices
T/F: There is a difference between a standard twitter account and a business twitter account
FALSE: No difference
Considerations for content creation tools
Functionality Ease of Use Resource Frequency of Use
Which report in Google Analytics highlights parts of the conversion process that can be improved to enhance the user journey and increase conversion rates?
Funnel Visualization
Display Campaign Creation - Basic Settings
Geographic Targeting Language Targeting Device targeting
When using analytics tools, what actions can you take to help ensure you are in compliance with EU data protection legislation?
Get explicit consent from the consumer when collecting PII Have a clear policy on how the analytics data you collect is used and managed
You run an online fitness and nutrition blog whose primary SEO objective is brand awareness. Traffic coming to the blog is low so you want to leverage SEO to help drive awareness among new visitors. Which SMART objective is most relevant based on the SEO objective for the blog? 1. Get links to your website from three of the top five industry news websites in the next six months 2. Double the page views for our highest ad revenue pages in 24 months 3. Generate 35% more online sales for our top 10 converting landing pages in the next 10 months 4. Grow returning visitors from SEO from 3% to 5% within 12 months
Get links to your website from three of the top five industry news websites in the next six months
Why is it important to do keyword research?
Get the right kind of visitors to your site identify keyword with high search volume and omit low volume terms identify content gaps on your website Target keywords that are within your reach
Your digital marketing intern was about to regram a follower's post on your Instagram account. Analyze the images shown and outline which best practices for regramming UGC have yet to be applied?
Give credit to owner Avoid editing content
Common conversion metrics
Goals Conversion rate Transactions Revenue
Three main search engines globally
Google Yahoo Bing
Google AdWords
Google's search advertising program, which allows advertisers to display their adverts on relevant search results and across Google's content network.
PageRank
Google's secret algorithm for ranking web pages in search engine results pages. measures importance of website pages
Google Hummingbird
Googles main search algorithm responsible for deciding how to order and rank search engine results
Benefits of content marketing
Grow Recruit Increase Generate Enhance
Steps of conducting a content audit
KPI and objectives review Benchmarks Current audience segments Content inventory, forms, and types Website performance and UX Social Platform Review Language or Tone evolvement Social Platform Review Language or tone evolvement Social Listening
KPIs
Key performance indicators metrics that combine to deliver on wider Key Success Outcomes (KSOs) measures the effectiveness of content, channels, and activity in delivery your goals
Similarities between paid and organic search
Keyword research Landing pages TRaffic
Paid Search (PPC) Elements
Keywords Ads Landing Pages
Contextual Targeting methods
Keywords Topics Placements
Extended SERP
Knowledge graph Direct Answer Related questions box App Packs Twitter Cards
Audience Targeting Category - Affinity Audience
Lifestyle and interest profiles based on the users browsing behavior
Creating a Session Duration goal
Measures how long people are engaging with specific pieces of content on your site measure sessions which exceed a certain time duration simply state the time of the session in the goal set-up to measure this goal
Which core component of a digital strategy provides guidance on formats, timings and platform spends?
Media strategy
Considerations for responsive ads
Messaging Appearance CTA Multiple Ad Placements
Two basic website design approaches in terms of a mobile first design
Mobile friendly Responsive
Considerations for Buyer Personas
Objectives Location Job Details Platforms Devices Purchase Behaviors Interests
How can you optimize the click rates in emails?
Offer deals for a limited time Use explicit CTAs
What factors affecting developing a budgeting plan?
People Technology Training Process
What do you use to to define your audience and help plan your campaign?
Persona Template
Categories of on page optimization
Pre-click on-page optimization Post-Click On-Page Optimization
Desk research resources
Premium: WARC, ANA free: think with google, consumer barometer
What impact does using a double opt-in have on your email campaign delivery?
Reduce vulnerability to spambots Improves sending reputation
Digital Media
Refers to the channels used to distribute the messaging to the audience
Carrying out a content audit
Review Content Performance Set Rolling Objectives implement key learnings
Carrying out a content audit
Review content performance Set rolling objectives Implement key learnings Improve and optimize
tools used for keyword ranking
SEMRush SEOMonitor WhatsmySERP Wincher RankTracker Pro
Tools to help you brainstorm for keywords
Search engine suggestions and related searches google keyword planner keywords everywhere competitor keyword analysis Search volumes
Types of email testing
Seed Testing Rendering testing Load Testing
Why perform location targeting?
Selective targeting Customized Campaigns Performance enhancement
Types of Subject lines
Self Interest Curiosity Offer Urgency Humanity News Social Proof Story
Which metrics can be used to measure customer engagement?
Sentiment CPE
What are the common website hosting types?
Shared hosting Dedicated server Cloud Hosting CMS specific hosting
Which potential roadblock does website optimization remove in order for a visitor to convert more easily on a website?
Slow checkout process Confusing site navigation
You are researching your competitor's target market to find out how active their community is and what their audience is saying about their brand. What tool or source of information is best suited to provide this competitive insight?
Social Media
SMART Objectives
Specific Measurable Achievable Relevant Time-bound
Ad Formats
Sponsored Content Dynamic Ads Right-Hand Ads Sponsored InMails
benefits of competitor analysis
Spot Content Gaps Identify Innovations Define Content Avoid Content clashes
What do you need to concentrate on when conducting a competitor content audit?
Their social following New format adoption
Topical Content
Topical content is content that ties into a moment in time and as such has a lifespan of relevancy
Which contextual targeting option in Google Ads provides precise targeting, can quickly reach a wide audience and generate more website traffic because the ad is placed on websites related to the selected content?
Topics
Ways to tracking data effectively
Tracking Different Views Visits from inside company Unfiltered view Define KPIs Track offline marketing activity
Which key word is at the last stage of the buying cycle?
Transactional
Which keyword is easier to convert into sales?
Transactional
Which keyword is most competitive to rank for?
Transactional
What should you test in terms of UX and UI to make sure youre providing the best possible website for your users?
User Intent Influence of website design on user experience Points of friction Navigation
Creating an email campaign in mail chimp
add your recipients add your from - name add a subject line and preview text designing and writing an email
Secondary dimensions
additional fields which can be added to standard or custom reports to get deeper insights into your data and trends
site audit
address your existing website or current performance
Content creation tools: long form video
adobe premiere pro after effects final cut pro
Video Ads
ads in video format that target youtube or any website that has youtube ads running on it
premium network buys
advertisers can choose to serve their ads on premium websites like news websites
youtube cards
allows you to add a link to click through to your website, videos on your youtube channel, a playlist on your youtube channel, or link them to your youtube channel to view more
Campaigns report
allows you to report on a range of other digital marketing campaigns within Analytics such as email newsletters and banner ads Drawback: only shows traffic sources and onsite engagement
Email remarketing
allows you to upload a list of customer emails and using customer match show them ads as they use google search, youtube, or browse the internet
Title Tag
an HTML tag that defines the page's title first thing the user sees before they click onto your listing
Manager account
an account similar to an agency account. You can contain all of your standard accounts with your manager account
Bid Adjustments
choose to increase or decrease our bid based on a particular location, device, or day of the week
Two types of analytics
classic analytics universal analytics
Basics of effective copy
clear enticing unique
companion banner
clickable thumbnail that will accompany your true view instream ad
lead form
collect contact details from consumers to grow your email list or pass onto your sales team
Masthead
customizable creative that runs on the top of the Youtube homepage for 24 hours in your chosen market
Creative strategy
documentation and understanding of your objective in relation to your audience and brand
google analytics limitations
doesnt provide real time data in downloadable historical reports free version limited to 10 million hits per month limited customization defaults to last click attribution not always 100% accurate not as comprehensive at measuring the performance of top funnel campaign activities
Accessing content utility
downloads and saves customer feedback plays, clicks, and views
google ad metrics
earned views earned subscribers earned shares earned likes view percentage
Content repurposing benefits
efficient in resource drives consistency extending lifespan of content reach new audiences drives SEO
Recycled spam trap
email address that existed was then abandoned and later reactivated by the ISP
Considerations when including images in emails
email is different from traditional marketing - focus on usability and aesthetics Not all ESPs will display your email images Avoid overusing images
Return Path
email testing tool focuses on inbox placement, certification, reputation monitoring, and email validation
Top conversion paths report
for a very useful visualization of the typical journeys that consumers make on their paths to purchase
Content Strategy
guide to how you create content, what content is written, and what formats are selected that drive toward your success outcomes
Elevation
happens when content curators look to form a hypothesis, or an idea or theory based on multiple content threads that are all similar in their take
Causes of friction
hard to understand content disruptive design elements shipping costs are too high order fulfillment time too long forms too complex and time consuming
Key elements for post-click on-page optimization
headings main body copy images
Social media marketing has many benefits
helps build relationships agile flexible yields ROI
Benefits of analytics
helps make informed, data-led decisions get closer to the customer understand users gain insights from real customer activity forecast using trends and patterns in customer behavior accountability of media spend and resource allocation stronger focus prioritization of resources higher conversion rates enhanced ROI
GA Goal reporting area
helps you understand different goal-conversion rates over a particular time
Time lag report
helps you understand how long it takes for a consumer to commit to purchase or signup by showing the length of time between their first visit to your site and the day they complete a conversion
Assisted conversion report
helps you understand the assisted value of channels and campaigns and provides insight into how different channels function at each end of the funnel
earned subscribers
how many subscribers youve gained to your channel
earned shares
how many times someone has shared your video content
quality score
how relevant and how good your ad and keyword combinations are versus what google thinks your audience is looking for
Measurement
how senior members of the team identify specific measures and how they are impacting the business
Audience Behavior report
how they engage with your site - behavioral info about your users
Key areas witihin creative strategy
ideas activation visual narrative
social and channel audit
identify existing social media and other channels are being used, their function, and performance
Rich Media Ads
image ads that have interactive elements, animations, or other aspects that can change depending on who is looking at the ad and how they interact with the ad
Single Opt-In
immediately adding an email address to database upon sign up
Benefits of linking a google analytics account to other arketing tools
increased data availability google ads imports cost and impression data from the google SERP, so your not just seeing visit data SEarch impressions and keyword rank from users who arent logging into google when searching give additional SEO insights
Repurposing methods
infographic motion infographic podcast whitepaper
Benefits of curated content
less promotional like you more generates overall goodwill industry leader
Audience Targeting Category - In-Market Audience
likely to be in market for a particular product or service
format plan
list of all the formats that you will be implementing
Existing resources
note who is currently working on your owned channels and how many hours are being dedicated to daily operations
Administrators
note who the admins of your various channels are and how email updates are received
Creating a pages per sessions goal
record sessions where the pages viewed exceed a predefined number enter the number of pages-per-session you would like to track as a goal
site content report
see how users interacted with each page
Collection
show products from your ecommerce store directly on fb and insta
Cross device channels
show the channels that drive traffic and conversions across devices
Standard Remarketing
show your ads to previous visitors of your website
Mobile App remarketing
shows ads to the people who have been using your app in the past
overview sub report
shows information on any event type and values you have coded into your website in one single view
carousel
shows multiple products in one ad unit
Acquisition data
shows the number of new users by device type
Goal flow report
shows the path your traffic travelled through a funnel towards a goal conversion it allows marketers to see the source, medium, page, or other dimension that leads up to the goals set in GA
Device overlap
shows you the number of users who use multiple devices to access your website
Distillation
takes the overall noise that is happening around a particular concept of thene
tools for social listening
talkwalker social Mention Hootsuite
Device Paths
the device journeys that users typically take
Purpose of multi channel funnels report
to help you understand the complex nature of a digital marketing conversion or purchase journey across channels
Rendering testing
tools such as litmus allow you to send your email to a test address, and preview it in various email clients and devices so that you can observe where you may need to make changes
Events report
track the non-standard actions that people take on their websites records how users interact with various elements of your websites
Creating a URL Destination goal
tracking thank you pages or purchase complete pages (valuable action has just taken place) 1. Enter the screen name of the page you want to track. You don't need to include the full URL, just the URL directory name details that appear after the 'forward slash'. for example, something like '/purchase-complete' 2. This will track any visits to that page as a goal