MGMT 42710 Exam 1
Inbound Marketing
A collection of marketing strategies and techniques focused on pulling in relevant customers towards a business and its products
Search Engine
A web search engine is designed to search for information on the World Wide Web and servers based on keywords. The search results are generally presented in pages of results often referred to as search engine results pages (SERPs)
Broad Modifier
+ sign in front of a keyword Not as flexible as broad match Good for more specific searches
Increasing links
- Affiliate marketing - Publish related content and links across other websites or social media - Encourage other websites to link to original site Link or subscribe
Benefits of Extensions
- Allow users to see detailed information about the website - Google states, on average they found that there is a 10-15% CTR uplift* from implementing a new ad extension - This will vary by client, business type and extension type, among other factors Allow customized schedules of extensions - Business with specific dates, days of week, or times of day
Indexing method
- Crawling is the process where programs discover new and updated webpages to be added to their index Stores words, links, relevance, etc Nowadays far more information is collected Webcrawler.com - The first crawler Later used by AOL and Excite.com Ex) Lycos.com, Infoseek.com, altavista.com Became preferred over directory quickly
Digital Media
- Digitized content that can be transmitted over the internet or computer network - A bit broader than social media
Directory Approach
- Directories are manually compiled taxominies of the website - Maintenance are time and cost intensive - Lacks scalability Hard to process and manage increased demand Human input necessary to create each listing - Eventually gave way to indexing method (webcrawling)
Boundary Spanners
- Employees who interact directly with customers - Brand or product image is better controlled - Less of a top-down message Ex) Live chatting with people on a website
Web 3.0
- Execution phase, machine learning - Facebook newsfeed, Data 3.0 by governments
Marketing Media
- In digital media marketing, the marketer now has various channels and methods to choose - Traditional media or digital/social media Inbound or outbound marketing - Some products are better fit for digital media marketing
Web 1.0
- Information portal, mostly read phase A digital means of reading something All you're really doing is reading... - Old Yahoo.com, Alta Vista, MSN etc
Web 3.0 and Marketing
- Marketers will have the ability to provide more efficient strategies on individual targeting through integrated and intelligent data - Marketers will have the ability to enhance consumers' personal shopping experience by providing more relevant offering in both online and offline channels.
Digita. Price
- The digitization of any other three Ps may require different forms of monetization - The basic service is free and attracts a huge user base. The premium value-added service is paid for and has a tiny user base, which in some ways compensates for the users who do not pay FREEMIUM!
Digital Place
- The offering is delivered through digital channels to consumers, not just retail - Augmented Reality is an example of this - this has been around for quite a long time Big AR (Augmented Reality) hit of 2016 Pokemon Go
Interruption-Disruption Model
- To create interest and attract consumers to watch or listen to the marketing message - Traditional media companies, ABC, CBS, etc., still rely on this method - Social media sites
Characteristics of Dynamic URL
- Users can have different URLs but can have the same content - So different users might link to URLs with different parameters which have the same content - Using the same dynamic URL may not result in the website Would this cause an issue to spider software by search engines?
Web 3.0 Example
- Web 3.0 structurally describes everything online and creates a big collection of databases which can be connected in real-time - Knows the users preferences analyzing past search items and choices What you are getting Information + User interactions + Data-driven options
Web 2.0
- Write phase, interactions between sites and users - YouTube, Facebook, Flickr Users are able to make comments
Social Media
- online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility
3 Foundations of a Search Engine
1) Spider Software 2) Index Software 3) Query Software
Keywords Demand Curve
70% of keywords (long-tail keywords) have low search volume The top 100/500/1000 keywords have an extremely high volume
All of the above
According to Huffington post in 2016, which is an industry that they choose as one for social media? Choices: Real estate, HR, B2C Retail, Legal
Shoe shops near me
According to recent Google Trends data, which term would consumers on mobile phones be most likely to type in a search engine? Shoe shops near me Great shoe shops Shoe shop addresses Shoe shop sales
All of the above
According to the case, BBVA has purchased consumer checkingas a keyword on search engine advertising platforms. If they purchased as board match, which of the following would trigger a search match? consumer checking account customers checking check consumers checking consumer fraud All of the above
BBVA Brand
According to the case, which campaign's keywords are most competitive in search engine markets? (Exhibit 6) Consumer checking Free checking Checking Account Free checking account BBVA Brand
According to the case, which search engine platform had the highest cost per application? Google MSN SuperPages Yahoo! Unified Marketplace
Acquisition cost
Acquisition cost goal: $200 $150 is good, $100 is great Cost per application - Display :$88 - Search: $73 - Cash promotion: $150
Visible Online Advertising Format
Ad Title, Display URL, and Two lines of description
Social Extensions
Ad extensions that show how many followers you have on social media accounts
Bid Amount & Quality Score
Ad position is determined by the combination of these two things for the search item
Sitelink Extensions
Add links to help people find what they're looking for.
Editorial Standard
Ads or extensions that do not use commonly accepted spelling or grammar Examples - "Flowers here buy" or "buy flwres here", instead "buy flowers here" Punctuation or symbols that are not used correctly or for their intended purpose - F1owers, FlowerS!!!! F*l*o*w*e*r*s Won't be accepted Unnecessary capitalization will not work - Non-standard, gimmicky, or unnecessary repetition of names, words, or phrases
Text Ads
Ads that tell a story, offer guaranteed, and use quote Example - Flowers online $19.99, guaranteed today
20-70% off LCD Monitors
An Advertiser selling community monitors is writing new ad text for an existing ad group. Which meets the editorial and professional requirements?
20-70% off LCD Monitors (ONly advertisement with no caps, bold/italicize
An Advertiser selling community monitors is writing new ad text for an existing ad group. Which meets the editorial and professional requirements?
PageRank
An algorithm used by Google Search to rank websites in their search engine result How it works: Counting in the number and quality of links to a page to determine a rough estimate of how important the website it More important websites are likely to receive more links from other websites Shows how important a page is relative to all pages on the internet 0 to 10 scale where 10 is the highest and 0 is the lowest
Google Ads
An automated online auction where an advertiser buys relevant search item terms Launched in 2000 with only 350 advertisers This is now most of Google's Revenue, reason why googel is free
Quality Score
An estimate of the quality of your ads, keywords, and landing pages n Higher quality ads can lead to lower prices and better ad positions The more relevant your ads and landing pages are to the user, the more likely it is that you'll see higher Quality Scores - Similar to Page rank in the organic searches
2018 PageRank 10s
CNN, W3C.org, usa.gov, gov.cn, twitter.com
Yes
Can you block Google Spider "googlebot" from getting content from your webpage?
No (You can bold keywords in the description, but you can't italicize the font size)
Can you choose the fonts size or design (bold or italic) on the ad descriptions in Google Ads?
Common Robots.txt files
Checkout, cart, orders, many admin sites
Meta Tag
Code embedded in a webpage and only visible when opening as a source code
Digital Promotion
Consumer initiated - inbound marketing Firm-to-customer - called outbound marketing Firm initiated - outbound marketing Different ways of reaching customers in the digital age
CPC
Cost per click. Advertisers pay for their ad when someone clicks on it.
Spider Software
Crawls webpages, mostly HTML formats, looking for new pages to collet and add to the search engine indices Collects text, links, and URL but not images, videos, and formats Includes pictures, videos, and are identified with '_______' so it will take notice Ex) Alt Tag - tags images
Content Strategy
Create exclusive, unique, useful, and interesting content Place target phrases toward the front of sentences and paragraphs Embed links within your content to relevant pages to establish relevancy for spiders and users Avoid presenting content in certain dynamic methods (videos/flash) Achieve around 2-3% keyword density, though there really is no magic target density Density = (keyword count) / (total word count)
Web 2.0 Marketing
Customers posting reviews on your website would be an example of (Web 1.0/2.0/3.0 Marketing)?
Yes
Did BBVA purchase branded keywords? That is, did they purchase BBVA as a keyword? Yes No
Conversion
Display advertising adding to search advertising _______ rate 1.26% (not exposed) vs. 1.48% (exposed) 17% increase of conversion rate Thus, some search results are due to display exposure Not substitutes but complements
No (In order for Google to make money, they want users to click. They found out that users are more likey to click with ad extensions)
Do you have to pay extra to have ad extensions in Google?
Black Hat SEO
Duplicate content Invisible text and stuffed keywords CLoaking or re-directing user to another site or page Links from sites with non-relevant content
Answer: Number of Keywords (Problem - keyword stuffing - typing animals 1000 times makes it come up first)
During the 90s, Yahoo was the #1 search engine on the web. What was the key index for the search algorithmfor a webpage that Yahoo used during the mid 90s?
Search Engine History
Early attempts - analyzed any word relationships. Excite.com was an example The directory approach - Yahoo! Directory and Jerry and David's Guide to the World Wide Web
Call Extensions
Encourage people to call your business by adding a phone number or call button to your ads. Can be different for desktop and mobile
Seller rating extensions
Example - used car commmercials with ads that show the reviews from their cars
Make search friendly URLs
First box - single domain v. unnecessary subdomain) Second box - Shallow folder structure with relevant words vs. Irrelevant words (bottom) Third box: Keywords in page name, separated by hyphen vs. No keywords in URL (bottom)
Linkwheel
Formulating links back to the original site Making sure that all sites are linking back to you
Keyword Density
Frequently with which key words appear in a web page. Keyword Count/Total word count
To earn higher organic search rankings
Goal of SEO
Image Alt Attributes
Good keyword usage in the alt tag - Best for finding images Ex) for a pic of an african elephant - make sure to say african elephant under alternate text
Hummingbird (Algorithm Change)
Google's Algorithm Change that focuses on delivering high quality content, giving a more conversational search
Penguin (Algorithm Change)
Google's algorithm change that cracks down on link manipulation
Panda (Algorithm Change)
Google's algorithm change that cracks down on thin content
Pigeon (Algorithm Change)
Google's algorithm change that focuses on local searches and strong ties
Googlebot
Google's web-crawling bot These bots are sometimes called spiders
Strategies with pigeon algorithm
Have a clear, concise and easily-available information on your website Claim your local business on web portals Use local directories (Yelp, Facebook) and have positive reviews
4-word phrases (35% conversion rate)
How many word phrases in searches has the highest average conversion rate?
HTML
Hypertext Markup Language A standard markup language for creating web pages and web applications
Phrase match
If BBVA purchases checking accounts as a keyword, which type of match would you most likely use? broad match broad modifier phrase match exact match
Will not
If an advertiser $1 and Google is charging $1.34 per click, their ad (will/will not) be shown at all
Higher, lower
If you have high clickthrough rates, good landing page experience, and relevant pages for search items that are useful for users, the search engine will reward you with a ________ position on the search page at a ______ cost
All of the above
If you have purchased 'lafayette' as a broad match... which would result in a match? Lafayette bars West lafayette pizza Things to do in lafayette Purdue golf in west lafayette
No
If you were BBVA, would you extend your sponsorship with NBA after 2016-2017 season?
User-agent *
If you would like to allow all robots to have complete access, you would use:
Basic SEO Strategies
Improve website structure - Make sure website is well structured with tags and descriptions Good referencing - Intuitive referencing to content, images, videos on website URL - Intuitive URL address Sitemap
2-3
In content strategy, you want to achieve around __-__% keyword density
Click
In general, the advertiser only pays when a _______ is made on an advertisement
Lower, higher
In the keyword demand curve, with higher competition, you see a _______ conversion rate. With lower competition, you have a _______ conversion rate (as with long-tail keywords)
Meta Keyword
Include 3-4 targeted keywords of the website
Improving Website Structure
Indicate page titles by using title tags Make use of the description meta tag
Outbound Marketing
Interrupting customers' daily activities with business or product messages Goal: Interruption-Disruption Model
Query Software
It shows the results of the search engine If you type a word, it will give you relevant webpages for that word Relevant webpages means the webpage with high scores associated for the searched word
Lightly
Keywords are the roots of the Google Ads campaign Ad groups should contain ______ themed keywords Carefully targeted keywords will give you a far better result on Google Ads than un-targeted keywords
Negative Keywords
Keywords that prevent an ad from showing up when specific terms are present. Example - Optometrist - you want to prevent your ad from showing someone for visitn webpages that contain terms like "wine glasses" or "drinking glasses" Your keywords are -wine -drinking
Not Visible Online Advertising Format
Keywords, Bid, Budget, Targeting, Quality Score, and Destination URL
Policies for sitelink extensions
Link text repetition Using the same link text for more than one sitelink Duplicate URLs - Multiple sitelinksin the same campaign or ad group that point to the same landing page or the same content Third-party URLs - Sitelink URLs that don't match the domain of the ad's final URL
Best Keywords to Purchase
Low competition level High search volume High value of visitor
Search Engine Marketing
Marketing via serach engines, done through organic search optimization, paid search engine advertising - More so by paid advertising Promoting website by increasing its visibility SEM vs. SEO SEM: Paid SEO: Organic
Duplicate URLs
Multiple sitelinksin the same campaign or ad group that point to the same landing page or the same content
Traditional media
Newspapers (print media) Radio (broadcast media)
Broad Match
No symbol Words are in a different order in search It will still go to your website if you misspell Synonyms will still work
Trigger, more
Once you have set your tags, you would need to set them on search engine advertsing platforms such as Google Ads or Bing Ads Keyword match types help control which search es on search engines can _________ your ad. This is called keyword matching In general, the broader the match type, the more traffic potential that keywords will have, since your ads will be triggered _____ often
Differences between traditional media and digital/social media
One-way conversation Professional content (traditional) vs. User generated content (digital) Key metrics: impression/reach v. engagement Traditional media - impressions Social Media: More about your followers/engagement levels
Diverse, higher
Online acquisition for BBVA - Reach _______ demographics of customers - Charge ________ fees to customers - Break geographical limits
Digital Native (book by Marc Prensky)
Originated in a 2001 article entitled "Digital Natives, Digital Immigrants" Referring to the young generation as "native speakers" of the digital language of computers, videos, video games, social media and other sites on the intenet
Organic v. Paid Search
Paid results are towards the top on AdRank Organic Results come below those
Tags
Primarily variables that classify the website Tags, keywords in the website tell the search engines what the website is about
Ad Rank
Quality Scores determine __ _____. Takes into account 3 key factors (formats) - bid, quality, and formats imapct The advertiser with the highest ad rank gets the highest position, this is determined by quality score, their bid aount, and the formats impact
Ad Relevance
Relevance of a page content and search query
White Hat SEO
Relevant Content Well-Labeled Images Relevant links and references Complete sentences - good spelling & grammar Standards-compliant HTML Unique and relevant page titles
Landing Page Experience
Relevant and original content Easy to navigate and transparent of the business Users not returning to search page
Bot (Spider Software)
Robots that are simply programs that automate repetitive tasks at speeds impossible for humans Searhc engines use spiders who search (or spider) the web for information They are software programs which requets pages much like regular browsers do Records variouss information regarding websites
How Google Ads works
Runs an auction when a user searches a term or phrase Every single query is an auction Happens almost instantaneously The winner gets an ad on search results
Media Optimization Matrix
SEO involves optimizing content, creating tags, keywords, titles, and URLs SMO invovles optimizing content vlaue including share tools and interactive communities on social media, blogs, forums, etc
Reverse Engineering
SEO is ________ ___________ We don't know what algorithm search engines use From experience, marketers think that important factors are - Links - Popularity - Content on Page
Hats
SEO tactics White, Gray, Black
SEO
Search Engine Optimization The process of modifying content, site characteristics, and content connections to achieve improved search engine ranking Increasing the presence of a website on search lists using on-site tactics
Collect, Analyze, Reveal (Spider, Index, Query)
Search Engines do the 3 following things through Spider, Index, and Query Software
Meta tag - description
Search engine description of the website - Check the difference whether you provide description meta tag or not
Changes
Search engines _________ algorithms over time Google does 500-600 times/year
Search Engines and SEO
Search engines have incorporated social signals (likes, views) into their ranked algorithm Use social media for link development Use social media for generating visitors and building up the authority of your website
No (search engine bots can crawl dynamic URLs and interpret different parameters)
Should you refrain from using more dynamic URL for indexing and ranking on search engines?
Third-party URLs
Sitelink URLs that don't match the domain of the ad's final URL
SMO
Social Media Optimization Process for content on social media platforms to be more visible and linkable to online communities Benefits search engine rankings - It is a special form of SEO
Hummingbird Algorithm
Started in 2013 "Natural Language Query" or "Conversational Search" Answering specific user questions, rather than just picking certain keywords within a query Search "first man on the moon" Now the search result is an answer - Have good website about neil armstrong, not necessarily to put keywords or meta tags such as "first man" or "moon"
Pigeon Algorithm
Started in 2014 Focus on local searches and strong local ties Currently in US English only Search for "used cars" Gives local results - not national results
Positive
Structuring your Ads account can effectively have a __________ impact on Ads
Add terms as negative keywords
Suppose you are an advertising campaign manager. You noticed several terms that aren't relevant to your advertising. How can you refine your campaign's keywords?
Title Tag
Tag that defines the website's title It will be displayed on the browser, title bar, in search engine results, and RSS feeds Should include 2 keywords from meta tag Limit less than 12 words to describe
Keywords for a tennis shoe ad
Tennis shoes Best tennis shoes Shoes for tennis red tennis shoes
Display URL
The URL displayed in an ad. -This is not necessarily the URL of the page a visitor will arrive at after click - Helps identify your site to users
Digital (Social Media) marketing
The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
URl
Uniform Resource Locator Colloquial term for a web address Quite interchangeably used with URL (Uniform Resource Identifier)
Tips for Writing Ads
Use keywords Include specific prices, offers Strong action
Heading Tags
Used to section and describe the content Designated as H1, H2, and H3 Major heading should include keywords of the website Ex) H1 - Purdue Heading H2 - Affilitate Purdue schools H3 - current events
Index Software
Using an algorithm, the index software makes sense of the text, links, and URLS that the spider software has collected It understands what websites are all about and provides scores to these websites
Link Text Repetition
Using the same link text for more than one sitelink
Process
Web browsers receive HTML from a web server and creates a document into a multimedia website
Robots.txt
Website owners use the robots.txt file to give instructions about their sitet to web robots - this is called the Robots Exclusion Protocol What is this excluding?
Answer: Missed potential ad impressions
What happens if a search campaign consistently meets its daily budget?
The website will be not be searched on Google
What happens on Google search if a website uses a 'black hat' strategy, i.e. duplicate content, excessive stuffing, etc.?
8
What is Purdue's PageRank?
Metadata
What is information about data? <meta> tag provides information about HTML document This will not be displayed on website Commonly used for - Page description - Keywords -Author(s) - last modified
Web 2.0 marketing
What to go for a fancy restaurant for dinner - Access a social media site - Search for good restaurants around you - Review user comments What you are getting Information + User Interactions
Insurance
What was the most expensive keyword on Google in the last year?
Both
Which keyword matching will result in a search match if someone on the internet searched 'mens running shoes'? Choices: "running shoes for guys" Broad match OR "shoe fur running mens" Broad modifier
Lafayette
Which of the following is NOT a keyword that the SEM of Purdue University has provided?
Free Account (Not specific to banking industry)
Which of the following is the LEAST likely keyword that BBVA purchased on search engine advertising platforms (Google Ads, Bing Ads, etc.)? checking accounts saving account free account direct deposit
Display Advertising
Who does not necessarily need the product/service - May incidentally exposed to a message as a banner ad - for example More about brand awarness and providing information
Search Advertising
Who is looking for the product/service on search engines More about targeted marketing, finding someone looking for a particular product or service
Location Targeting
You can choose locations in different ways Entire country Areas within a country like cities, county, or zipcodes A radius around a location Minimum radius: 0.1 mi/km
Ad Extensions
__ __________ can increase Quality Scores Extra business information about address, phone number, store rating, or more webpage links.
Good
_____ Ads contain - What's on sale - Relevant keywords - Description of specific benefits and an action statement - Specif sub-directory of URL
Location Extensions
add a specific address on the ad, link a specific location from 1-100 mi
Dynamic URL
generated from scripts and change over time, difficult to return to later Generated at the moment a user submits a search query
User-Agent * (Robots.txt)
means that all robots visiting this website should abide by the following rules
Disallow :/ (Robots.txt)
means the robot should not visit any of this website
Static URL
web address that does not change, no variable script over time
Keywords
words that describe the information the user is trying to locate
Dynamic URLS
Are URLs that contain "?" - The page is generated by using data from a database - The part after "?" is called the query string parameter - The part after "?" is a database row identifier which is used to retrieved the specified data from one or more database tables
Meta Description
The description that will be shown with the search engine listing
Second Price Auction
The highest bidder will get the top position, but they would pay the second highest bidder They bid $4 - and win the auction BUT, they only pay $3 because this is the lowest bid
higher
The more clicks an advertisement has, the _____ position it will have on the search engine results page (serp)
Expected Clickthrough Rate
The percentage that an ad is clicked when it is shown
Low, High
The process of advertising to approval Display costs less to get impression but CTR is ____ Search costs more to get impression but CTR ____
CPC
The ranking of advertising are based on Quality Score and bidding Bids are revealed on separate page - Generally set as a daily budget Can estimate your ____
Larger, Lower
The role in online advertising in acquiring checking acccounts for BBVA was to have a _________ audience and have a ______ cost to reach
Brand, build
The role of offline advertising for BBVA in acquiring checking accounts was to raise _____ awareness and ______ trust
Digital Product
The web and other digital tools serve as a medium for creation of full or partial goods and services
Destination URL
The web page on which a user will land after clicking on the ad. It doesn't have to be the site's main page Also called a landing page
2019 PageRank 10s
USA.gov, twitter.com, hhs.gov, europeana
Adding Keywords in Google Ads
Under your ad group in your google ads account, you will add keywords for each line "Tennis shoes" -Running -evening
