Digital Marketing - Stukent mimic

I'm Julianna, and I am a new junior digital marketing specialist intern as well. I was talking to Brock about improving our keyword targeting and we decided that we should come up with a new set of search phrases. I remember that there are four factors that we should base our search phrases on. Do you remember what they were?

(1) relevance of search intent, (2) traffic, (3) competition, and (4) current ranking.

Hey! How do I set up a retargeting campaign?

A successful retargeting campaign seeks to generate awareness, interest, desire, and action. In order to create these feelings in a consumer, you should use search engine tools to understand your customers.

Hello! Which display campaign is going to give us the best ROI? What's your strategy for budget allocation?

Due to its high conversion rates, I expect retargeting to have a higher ROI. So our strategy is to allocate more money towards that.

Hey. Since Buhi is well-known, and the American Dream product line has been promoted so much over the past few months, I wanted to ask what your strategy is for the campaigns this month.

Established brands don't need to worry as much about catching new eyes. They should focus instead on conversions.

What's up? I know you have experience managing a couple of different campaign types. I'm trying to get my brand as big as Buhi's, but I only started my business a few months ago. Anyway, I wanted to reach out and ask what your thoughts are.

Generating traffic is key to growing a brand. One should focus on interest display ads since they get put in front of a lot of people with interests related to a brand's products or services.

With past digital marketers, we've had an issue with poor budget allocation, which resulted in low return on investment (ROI). What's your budget allocation plan?

High revenue, conversion rate, and ROAS are the most important metrics for determining budget allocation especially the longer your campaign continues. These KPIs indicate when you have good or better ROI and if there's a possibility of increasing ROI.

I've noticed that my campaign performance is lacking because of my budget constraints. Any suggestion on how to increase performance without raising my budget?

I can think of three ways to help: increasing ad quality through keyword optimization, reallocating the budget to the highest-performing campaigns and keywords,

Hello. You've put in a lot of time on this project, and we are thankful for all that you've done. Your hard work and commitment to this marketing campaign are the reasons we've given you more budget. As you move forward in this campaign, what are you going to do to ensure the American Dream line is bringing in enough revenue to keep it alive?

I need to really dive deep and analyze campaigns. I'll break down performance at the individual level and optimize campaigns for their capabilities. Since we've been promoting American Dream products for a while now, this is the most beneficial strategy.

I need your help! I'm totally lost. I'm running several campaigns and it seems like they're getting good traffic. How do you determine which is performing better than another? Is there a certain metric I should focus on?

I'd recommend focusing on click-through rate. The click-through rate metric is best at helping digital marketers know the relevance or effectiveness of their ad.

What factors are you going to focus on to optimize the click-through rate?

I'm going to focus on purchase-intent keywords. These keywords usually indicate high search intent. This should lead to more clicks per impre

Hey again! So, I have an ad group that's done really well. How do I know if I should lower or increase my bid to improve keyword performance?

Impressions are a key metric for analyzing keyword performance. When first testing a keyword, getting a low number of impressions or none at all likely indicates that you're consistently being outbid and need to increase your bid. Similarly, high impressions mean you're consistently outbidding competitors. If impressions are too high, then there's a wider gap between your max CPC and average CPC, which means you might be paying more on average than you would if you had a smaller margin.

I'm starting an interest campaign. I've got an audience of about 15,000 with interests in skateboarding, snowboarding, and outdoor recreation. How do I know if I'm doing my targeting right?

Impressions, click-through rate, and conversion rate are the best metrics for determining if you've targeted the right audience and created a good audience size.

Hi! I want to try out some retargeting ads. Are you familiar with the pros and cons of retargeting ads versus interest ads?

Interest-based ads are meant to capture high amounts of traffic. Since they target a wider audience, they lead to lower conversion rates. Retargeting ads use cookies from previously visited websites to hone in on consumers who have recently visited a company's website, thus leading to higher conversion rates.

Hey! I think it's so cool that we get to work at Buhi together! #awesomeinternship #soontobecollegegraduates. Anyway, I'm working on a few campaigns and I remember one of our professors telling us that there's a difference between SEO and paid or PPC keywords. Do you remember what he said?

Keywords for PPC (paid) depend more on search volume, competition, and search intent as ads are directly competing with competitors over highly used, purchase-intent keywords. SEO focuses primarily on keyword difficulty.

What's your strategy to reach your clicks goal for the Backpack campaign?

My strategy is to test new keywords to find winning combinations. I'll replace the lowest performing keywords with these new words.

We're not getting enough sales through our website to pay for costs. How can I improve my website and landing pages? What kind of factors could influence sales through the website and landing pages?

NSAMCWADLP is a popular acronym with digital marketers. "Never start a marketing campaign without a dedicated landing page." While you could, for example, run a Facebook advertising campaign that directs interested buyers to your website's homepage, the resulting conversion rate is almost guaranteed to be lower than what would result if you instead sent traffic to a dedicated landing page. The reason dedicated landing pages tend to outperform any existing pages of the website is that dedicated landing pages can be crafted to precisely match the message of the advertisement so that visitors' expectations and interests are addressed precisely. Landing pages should match the advertisement on three dimensions: product (or service), message, and visual components.

Hey, I'm Cindy. It's good to meet you! I have a question for you. I'm trying to come up with some new keywords that are based on relevance of search intent and current ranking. Aren't these the same thing though?

Relevance of search intent is the most important consideration in using search target phrases ... when people search for [any] term, they're likely expecting to find a [specific] company website." Alternatively, "existing websites are typically striving continuously for better rankings, so they need to invest their SEO efforts into keywords or keyword phrases that are likely to have the largest impact.

I feel like I'm doing a lot to improve my ads, but it seems like I'm hitting a wall. Is there something I can do to optimize my campaigns further?

Reorganizing your keywords by best-performing, moderate-performing, and low-performing enables digital marketers to have finer control of their campaigns. You can bid, create ad copy, and design landing pages more precisely, increasing ad relevancy.

What's your strategy with the retargeting campaign? And what will you use to measure performance?

Retargeting ads have higher conversion rates and ROI because the companies that employ them use cookies to put them in front of recent visitors to certain pages. Interest-based ads aren't as effective for ROI since they cast a wider net and often reach people who are unfamiliar with a brand or product.

Congratulations on the new job! I've heard a bit about Buhi, and I'm excited to hear more about the company when we meet up for lunch next week. Some quick questions for you: Are there criteria for selecting keywords? Which are most important? Should I just choose a bunch that looks good including my branded keywords?

Search volume, suggested bid, competition, and search intent are the four criteria by which to choose keywords of PPC.

Hi again. I've recently been assigned a project that uses shopping ads, but I'm not super familiar with them. What key components of shopping ads have the biggest impact on ad performance?

Shopping ads are highly visual and are meant to show off a product, so it's important that their presentation is professional and high quality. Reviews, CTAs, product titles, and images should all work together to influence a searcher to click and buy the product.

Hey, I understand shopping ads can be expensive if they aren't done correctly. So, what's your strategy? What are you going to focus on?

Shopping ads can be expensive if they aren't being used correctly. In order to maximize your shopping ads, utilize negative keywords and subdivide your ad groups into similar categories. This will ensure that your shopping ads only appear to those who really want to see them.

What are shopping ads all about? I must've missed an entire section during my university study or something because I've never heard of these before.

Shopping ads contain relevant, precise information about the product. Their goal is to generate a purchase from a consumer. Shopping ads are visual ads that rely on high quality images and brief, descriptive copy.

Hey there! I've been given a little bit more responsibility with managing budgets lately. I've been managing money across a few different campaigns, and I wanted to ask you: How do I know when I'm being successful with a fluid budget?

Success with a fluid budget can be identified by reviewing previous campaign performances. Stats such as low CPC, high conversion rates, and high CTRs indicate whether you've allocated your budget well. The goal is to give high-performing ads more budget to give them more reach and give low-performing campaigns less of a budget but enough to test if altering different factors can lead to a campaign's success.

Hey! Congrats on your promotion! Quick question for you: What are the best key performance indicators (KPIs) to analyze for top-of-funnel (brand awareness) and bottom-of-funnel (conversion) campaigns?

The conversion rate, ROAS, and revenue metrics are the most important for bottom-of-funnel campaigns as they indicate how well your ad helps people convert and how much more potential there is for conversion from an audience. Top-of-funnel campaigns are designed to fill a company's pipeline with new traffic and potential customers. Since impressions indicate traffic levels and clicks indicate how interested that traffic is, they're key for brand awareness campaigns.

I've just started my digital marketing internship, so you and I are both sort of new here. I'm Masood. I studied finance, so I'm not very familiar with some of the digital marketing terms. Can you explain to me what the definitions of CPC, CPM, and CPA bidding strategies are?

The definitions of CPC, CPM, and CPA bidding strategies are the average cost-per-click (CPC), cost-per-mile (CPM), and cost-per-action (CPA).

Hello. I want to ensure that this Backpack campaign does well and it sounds like bids are the ticket to me. I remember a past digital marketer telling me that bids should stay pretty low, but can you remind me why we can't put $100 behind a keyword to make sure we get priority?

The maximum CPC bid is the amount the advertiser agrees to pay for a click. The actual CPC is the amount the advertiser ends up paying when a searcher clicks on his/her ad. These two amounts are typically different because the actual CPC is usually lower than the maximum CPC. Competitors may set a high bid, just under yours, with the intent of exhausting your budget quickly. This enables them to eliminate you as a competitor for the rest of that day or month and show their ad for a much lower cost per click. For example, if you bid $20 but your competitor bids $19.98, then you'll pay $19.99 and your budget will be exhausted extremely quickly, kicking you out of the competition.

Do landing page conversions have an impact on the performance of your ad?

Yes, they do. Search engines analyze the performance of landing pages as well as keyword and product consistency between them and correlating ads. They do this to determine relevance and quality for the searcher.