Digital Marketing Quiz #4

Your Price (CPC) =

(The ad rank of the person below you / your quality score) + $0.01 ad rank = CPC Bid x Quality Score •Get your rank, order them correctly, then find your price (CPC)

Click Thru Rate (CTR)

(clicks/impressions) x 100

How to improve your SEO ranking

-Identify target keywords •Not just what you think is relevant, but what your consumer does. -Perfect your on-page optimization •SEO Friendly URL's •Authority outbound links •Page title •Tagging •Site speed •Meta tags •Alt attributes -Have a content strategy -Attract high quality links -Monitor performance and make changes

Macro Conversion

A completed purchase transaction

Clicks Per Delivered

A percentage measure of the number of clicks divided by the number of emails delivered to the intended inbox

Google Analytics - Where can you find the "Conversion paths" report in your Google Analytics 4 property?

Advertising

Bounce Rate =

Bounce / Sends

Cost per Acquisition (CPA)

CPC / Conversion Rate

Ad Rank =

CPC Bid X Quality Score

Trigger Based Transactional Emails

Cart Abandonment Receipt Emails Sales Follow Ups Review Requests

Click to Delivered Rate =

Click / Delivery Rate

Click to Open Rate =

Clicks / Open

A/B Email Test

Create two different treatments to an email to see which one does better

Trigger Based Emails

Emails that are "triggered" or sent based on an event ex. cart abandonment

BAU (business as usual) Emails

Emails that are produced for a specific campaign and are sent to a specified list on a specific date

Hard Bounce

Failed to deliver for permanent reasons (sent to wrong email)

GA Hierarchical Structure

GA - Account > Property > Data stream

Dimension vs Metric

Google Analytics - Dimension (column) Metric (row)

Realtime Report

Google Analytics - Events that took place within the last 30 minutes

Where to find techniques that go beyond standard reports so that you can uncover deeper insights about customer engagement

Google Analytics - Explore

Linear

Google Analytics - One of these attribution models distributes the credit for a conversion equally across all the channels a customer clicked or engaged with before converting. Which is it?

User ID

Google Analytics -lets you associate your own identifiers with your individual customers so you can connect their behavior across different interactions on various devices and platforms

Acquisition

Google Analytics -provides insights into where users are coming from (e.g., social media) before visiting your website

The PPC (Pay Per Click) Process

In order: -Account Setup -Keyword research -Campaign setup -Ad creation -Tracking installing & testing -Analysis and feedback -Campaign launch -Monitor performance Campaign assessment and optimization

Open Rate =

Opens / Delivered

43%

Search Engine Optimization accounts for ____ of the overall ad spending on digital in the US

40%

Search accounts for almost ____ of total site traffic

Soft Bounce

Temporarily undeliverable (inbox is full, vacation mode)

Search Engine Results Page (SERP)

The actual results returned to the user based on the search query.

CTR (Click-Through Rate)

The percentage (the number of unique clicks divided by the number that were opened) of recipients that click on a given URL in your email

Open Rate

The percentage of emails opened in an email marketing campaign, or the percentage opened of the total number of emails sent

Search Engine Optimization

The practice of increasing the quantity and quality of traffic to your website through organic search engine results

Search Engine Management

The practice of increasing the quantity and quality of traffic to your website through paid search engine results

Bounce Rate

The rate at which your emails are not delivered. There are two types of bounces, hard and soft. The acceptable bounce rate for a company is less than 5%

What is the highest opened email across all promotional mailings?

The welcome email

BAU Transactional Emails

Time Sensitive Promotions

BAU Engagement Emails

Tutorials Customer Stories Brand Stories

Trigger Based Engagement Emails

Welcome Emails Re-Engagement Emails Tutorials

CAN-SPAM legislation

a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.

Outbound links

a link on your site redirecting to another page or site

Back links

a link that exists to your website , someone is pushing traffic to our site

Micro Conversion

a small conversion in the path to a conversion, such as going from step 1 to step 2 in a checkout process

The goal of a successful campaign is ___

conversions -percentage off was highest (emarketer)

Organic search results

results that the search engine thinks is most relevant to your search query

Paid search results

sponsored products at the top of the search page

What is a disadvantage to not producing fresh content on your website?

you can get penalized for not updating your website, they might think it is a dead website

Email Personalization

•Names •Subject Lines •Browsing History •Purchase History •Other Demographics •Other Psychographics