Digital Marketing Unit 3 Test

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Google AdWords

Google's search advertising program, which allows advertisers to display their adverts on relevant search results and across Google's content network.

Google+

Google's social networking platform that allows users to collect and share information with custom-created circles of friends, family, coworkers and more.

banner ad

Image-based advertisements that often appear in the side, top, and bottom sections of websites

return visitors

In online marketing, a website visitor who has made at least one previous visit to the site or page in question.

KPI

Key Performance Indicator

programmic advertising

Machines buying ads based on criteria set by a company. There is no human interaction. A price can be set low or high for a specific target market. RTB is a form of this type of advertising.

Comments or Mentions

People talking about your content or brand. Happens without you being present.

Marketing Mix

Product, Price, Place, Promotion

4 main types of social media KPIs

Reach, Engagement, Customer, and Conversion

RTB

Real Time Bidding

paid search advertising

Refers to advertising on search engines sometimes called PPC advertising. The advertiser only pays when an ad is clicked on.

flat rate

Selling banner ads at a specific rate regardless of traffic.

sales promotion

Short-term incentives to encourage the purchase or sale of a product or service. 1:many. One of the feet of promotion man.

click paths

Shows how users proceed through the information on a website—not unlike how grocery stores try to track the way shoppers move through their aisles.

above the fold

Space on the page where an ad is placed that is visible without having to scroll down

Demographic Targeting

Targets ads to people based on demographic information such as their gender, age range, income, ethnicity, etc.

Behavioral Advertising

Targets visitors based on information that ad systems learn about internet browsing behavior such as pages visited, links clicked on, time spent on sites, and searches made.

contextual advertising

Targets visitors based on keywords. The advertising system scans the website for keywords and matches ads to relevant pages. (When you see an ad for a sporting goods store or an online ticket broker appearing on a sports news page, that's contextual targeting)

Floating ads

The ad appears in a layer over the content but is not in a separate window. The ad usually has a hard close button in the top right corner.

Mobile Ads

The ads that appear on smart phones, tablets, or any other mobile device

followers

The number of people who have liked your page or subscribed to your content.

retargeting ads

Uses web users past web history to target with a specific ad

customer testimonials

What creates your net promoter score. Customers can tell the world what they think of you.

Call to Action

What you're asking the viewer of your content to do.

When selecting which social media to post your content on what is the most important thing to consider?

Your Target Market

Instagram

a free online photo and video sharing service geared to mobile phones

Twitter

a social networking and blogging service that allows users to send and read tweets (updates)

YouTube

a video-sharing website in which users can upload, view, and comment on videos

Facebook

a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them

cost per engagement

advertisers pay for interactions with advertisements. Normally found in videos or apps. The ad usually starts with a roll over or click that expands the ad. It opens a game or video. The ad doesn't take user away from webpage.

engagament

all likes, clicks, comments, mentions, or shares.

Examples of E-Commerce sites

amazon, ebay, any online store

cost per click

an online ad purchase in which the cost of the advertisement is charged only each time an individual clicks on the advertisement and is directed to the web page that the marketer placed within the advertisement

Advertising

any paid form of non-personal presentation and promotion of ideas, goods, or services. 1:many. One of the feet of promotion man.

publicity

any unpaid form of nonpersonal presentation of ideas, goods, or services. What the community thinks of you. The elbow of promotion man because it is reactive. 1:many

KPIs Measured by both social Media and e-commerce

bounce rate, conversion rate, views, cost per conversion, views, likes, comments, and follows

CTR

click through rate

Customer Acquisition Costs

cost of marketing expenses/number of customers acquired during that period What it costs to make someone a customer

CPA

cost per action

CPC

cost per click

CPL

cost per lead

CLV

customer lifetime value

e-commerce

electronic business or exchange conducted over the internet

Time Based Targeting

enables advertisers to serve up an ad to visitors at specific times of day and/or on specific days of the week.

Average engagement rate

engagement/total followers

3 goals of promotion

inform, persuade, remind

LinkedIn

is a business-oriented social media that lets users post their professional profiles to connect to a network of businesspeople.

Cart Abandonment Rate

measures the percentage of shoppers who place at least one item in a shopping cart but never complete the transaction

click through rate

number of clicks on CTA/Number of impressions

PPC

pay per click

conversion rates

percentage of customers that follow your call to action.

pay-per-click

revenue model in which advertisers display ads to potential customers for free and pay only when the customer clicks

clicks

social media KPI that tracks the amount of times your content has been clicked on. Helps measure attractiveness of a post.

Snapchat

social media app that allows temporary picture posts

shares

the most organic form of spreading the word on social media. when others repost, retweet, or share your content.

reach

the number of different people that have seen your content.

unique visitors

the number of distinct, unique visitors to a site

page views

the number of times an internet page gets viewed by any visitor

impressions

the number of times your content appears in front of users.

bounce rate

the percentage of times a visitor leaves the website almost immediately, such as after viewing the landing page.

customer lifetime value

the total worth of an individual customer through out there spending lifetime.

landing page

the web page that a person reaches when clicking on a search engine listing or ad

likes

users showing appreciation on your content. Can often be a herd mentality... people do what everyone else is doing.

social media

websites and applications that enable users to create and share content or to participate in social networking.

Why is CLV important?

80% of spending is done by 20% of your customers.

ad network

A group of websites on which adverts can be purchased through a single sales entity (Google, Yahoo, Facebook)

Ad-mob ads

Ads that appear in mobile apps. Most of the time allowing an app to be free for users

pop-up ad

Ads that pop up or under the web page being displayed. Usually open in a new smaller window.

Email advertisement

Advertisements sent to users through an email

Promotion Mix

Advertising, personal selling, publicity, and sales promotion

Keyword Targeting

All about targeting content that contains specific keywords. Twitter recently introduced keyword targeting for advertising, so visitors now see "Promoted Tweets" based on topics or key phrases they have tweeted about.

Geographic Targeting

Allows advertisers to target an ad to specific visitors based on their location - including country, city, postal code, and other locale information.

personal selling

Any form of direct contact between a salesperson and a customer. Most Expensive form of promotion. 1:1 . The hand shake of promotion man.

Flash ads

Banner ad that uses flash design. Usually has an interactive element

Real Time Bidding

Buying and selling of online ad impressions through real-time auctions that occur in the time it takes a webpage to load.

CTA

Call to Action

CPE

Cost Per Engagement

Cost per Action/Cost per Lead

Cost paid when a desired action is taken by a user from the display of an ad. Such as signing up for a newsletter.

CPM

Cost per thousand - The amount paid for 1,000 qualifying impressions.

CAC

Customer Acquisition Cost


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