MGT 6311 Digital Marketing Midterm
profit margin
(revenue - expenses) / revenue = profitability = % of every $1 that is profit = % of revenue that the company keeps
online advertisements best practices
1) interactivity 2) humor/emotional response 3) engage multiple senses
Backlinks Quality
1. Authority of the referring site 2. Keyword targeted anchor text 3. Topical site alignment 4. Link is from a domain that hasn't linked to you before
Customer Marketing Model
1. Awareness 2. Interest & Engagement 3. Acquisition 4. Customer segmentation (differentiate between segments of customers) 5. Customer retention 6. Support & Advocacy (W1)
SEO campaign elements
1. SE friendly site structure 2. well researched keyword list 3. optimized site content 4. link popularity 5. user insights
PPC Advertising Types
1. Search (primary) 2. Display 3. Social Network 4. mobile network
SEO images
1. alt tags - short and descriptive of page and image 2. title tags 3. file name 4. align image 5. image size (keep them low in bytes)
Ad Copy Best Practices
1. appeal to emotions 2. incorporate a call to action CTA 3. target keywords in the title and ad copy
Porter's 5 forces
1. competitive rivalry 2. power of customer 3. threat of new entrants 4. power of suppliers 5. threat of substitute products
Social Search Factors
1. links 2. media profiles 3. search engines 4. personalization
Featured snippet types
1. paragraph 2. table 3. list
CTR in Google by Ad Position
20.5 for 1st 13.32 for 2nd 13.14 for 3rd 8.98 for 4th
Quality Score Factors Percentages
39% CTR 39% Landing Page 22% Ad relevance
2020 share of mobile
68% mobile
SEO off page Social media importance
7% of off-page ranking factors is associated with social media.
Why is SEO important?
71.33% of searches resulted in a page 1 Google organic click. Page two and three only get 5.59% of clicks.
February 2021 Google search engine market share
94.84% Mobile 87.28% desktop 91.27% Tablet
Featured Snippets importance
99% of featured pages rank in the top 10 listings on Google 70% of the snippets come from pages outside of the first organic listing.
Cluetrain Manifesto
A set of 95 theses organised as a call to action (CTA) for businesses operating within a newly connected marketplace, published in 1999. While some of the book's claims have failed to materialise, it was an early source of guidelines for social media and obtained a cultlike following.
Tactic
A specific action or method that contributes to achieving a goal.
Metric
A unit of measurement.
keyword
A word found in a search query; for example, a search for "blue widgets" includes the keywords blue and widgets.
Adwords account structure
Account -> campaign -> ad group
paid search campaigns Hierarchy
Account > Campaign > Ad Group > individual keyword ad
Backlink
All the links from pages on external domains pointing to pages on your own domain. Each link from an external domain to a specific page is known as an inbound/backlink. The number of backlinks influences your ranking, so the more backlinks the better
Price Per Click conversion cost
Avg CPC / Conversion Rate
Backlinks Quality - authority
Backlink quality of the referring site - based upon several factors including total number of links, and the number of linking root domains
CTR metrics
Based upon word streams analysis of 3 plus billion in Adwords spend, the average click-through rate is 1.91% on the Search Network but just 0.35% on the Display Network.
Keyword Search Match Types
Broad Match Broad Match Modifier Phrase match Exact match Negative match
Display Advertising/Marketing Goals
Building brand awareness, increasing share of voice, creating consumer demand, informing consumers, building brand loyalty, and driving response in sales.
Paid search campaign profitability Metrics
CPC Conversion Rate Sale Value Profit margin
CTR
Click Through Rate - total clicks on a link divided by the number of times that an ad link has been shown, and it's expressed as a percentage. Clicks / impressions. Average 1 in 217 or 0.47%
SWOT
Company Strategy: Strengths, Weaknesses, Opportunities, & Threats
Strategic Marketing 5 C's
Company, collaborators (people you partner with that have a stake - like Target partnering to sell Nabisco products), competitors, context (PESTEL - environment in which company operates), customers (at center as focal point)
CGC
Consumer generated content
BEP strength
Cost oriented tool - not a demand oriented tool.
SEO Off-Page
Describes the links and resources pointing back to your website or page. The strength of your off page SEO is often measured by the number of links, the authority of the sources linking back to you, how often others link to you, and the keywords that are used to do so. Google SEO rank two biggest factors 20.94% are off-page domain level and link authority features.
Buyer Journey
Discovery, Consideration, Decision (wk 1)
Strategic Marketing 5 C's - Collaborators
External business entities that work with company to create value for the customers. Examples: Raw material suppliers, Distributors
Featured Snippets
Featured snippets are the direct answers you see at the top of the Google search results page that appear in response to some search queries. Google programmatically pulls the most relevant information from an authoritative site.
Manual Ad Extension
Free Paid search additions such as location, phone number, callout, sitelinks
ad networks add value
Helping advertisers publish their ads at scale, meaning across numerous sites, ensuring ads are delivered to sites that align with the advertisers' target audience behaviors and demographics.
Tracking data
Impressions, clicks, time of day, Device /OS, Region
Market share
In strategic management and marketing, market share is the percentage or proportion of the total available market or market segment that is being serviced by a company
Keyword Search Match Type - Broad Match
Includes phrases containing your keyword in any order as well as variations (eg synonyms, misspellings)
Strategic Process - Create
Make beautiful assets, from websites and videos to banner adverts and applications
SEO on-page
Making changes to the HTML code, content and structure of website, making more accessible for search engines and by extension for users to find
Quality score factors
Measure to indicate how relevant a keyword is to an ad text and to a user's search query. Factors: keywords ad copy landing page CTR A higher quality score decreases bidding amount
SEO Meta tag
Meta tag not used by google.
SEO Mobile Specific
Mobile site speed Easy to read content use HTML5 instead of Flash include Social share buttons
SEO Fundamental Pyramid
Moz - 1-7
SEO Success Factors
On-Page and Off-Page
Paid search and organic result difference
Paid - placed at the top of search results page
PPC
Pay per click is advertising where the advertiser pays only for each click on their advert, not for the opportunity for it to be seen or displayed.
paid search campaign
Planning 1) Define business goal & conduct market research 2) define KPIs / objectives 3) establish budget 4) conduct keyword research setting up 5) create ads (heading, description, path, extensions, tracking) 6) launch campaign by placing bids Monitoring 7) measure and analyze results test and optimize
CPC BEP for LTV formula
Profit Margin X LTV X Conversion Rate
CPC BEP formula
Profit Margin/Sale * Conversion Rate
Strategic Process - Think
Research, plan and strategise. Use the opportunities of digital to meet
SEO and paid search difference
SEO aims to increase the relevance of content on a company's website so it is more likely to show up in the top results on a SERP. Paid search involves bidding on keywords and paying a search engine to display a company's ads when users search for particular terms.
Company Strategy
SWOT - Strengths, Weaknesses, Opportunities, & Threats; Perceptual and Positioning Maps, Marketing Mix Differentiation
SERP
Search Engine Results Page - The page that shows the results for a search on a search engine.
Vickrey Auction Model
Search advertising pricing model
SEO
Search engine optimization is the practice that aims to improve a website's ranking for specific keywords in the search engines. The process of improving the visibility of a web site in search engines via the "natural" or unpaid ("organic" or "algorithmic") search results
Keyword Search Match Type - Phrase Match
Search phrases containing your keywords, in the same order, as well as other words
Keyword Search Match Type - exact match
Search phrases with the exact words in the same order [keyword]
SEO Keyword Research
Search volume Relevance / Propensity to Convert Competitive Analysis
Paid Search - Keyword Research
Search volume relevance/propensity to convert competitive analysis cost
Keyword Search Match Type - negative match
Search words that won't activate your ads, regardless of what other words are used (-red -shoes)
Digital Ad Network
Serves as an intermediary between advertisers and the websites that have opted into the ad network.
SMS
Short Message Service. Electronic messages sent on a cellular network.
Keyword Search Match Type - Broad Match Modifier
Similar to broad match, but only shows ads in searches including words designated with a plus sign (+red +shoes)
Marketing
The creation and satisfaction of demand for a product or service. More than advertising.
Landing Page
The first page a user reaches when clicking on a link in an online marketing campaign. The pages that have the most success are those that match up as closely as possible with the user's expectations.
conversion rate
The number of conversions divided by the number of visitors, expressed as a percentage. Determined by internal analytics or 3rd party data.
Strategic Process
Think Create Engage Retain Optimize
PESTEL
Tool for assessing the political, economic, social, technological, environmental, and legal influences to identify issues pertinent to the marketing strategy.
Strategic Process - Optimize
Track and analyse to understand how assets and campaigns are performing. Derive insight to improve and test assets and campaigns.
SEO URLs
URLs should show the position of the item in site structure
Strategic Process - Engage
Use channels to drive traffic to those assets and build relationships with customers
Strategic Process - Retain
Use channels to offer consistent value and grow long term customer relationships
Programmatic ad buying
Use of software to buy digital advertising, but not the complete automation of the ad buying process. they dominate spend on digital display ad spending.
Digital Marketing
Utilizing the internet, social media, other digital channels to drive demand for products and services
Bidding model for paid search ads
Vickrey Auction Model
Anchor Text Types
Visible and clickable text in the link. 1. Exact match 2. partial match 3. branded 4. image 5. generic 6. naked link
KPI - key performance indicator
a metric for determining the success or failure of a tactic or campaign
Strategy
a set of ideas that outline how a product line or brand will achieve its objectives
profit margin per sale
average sale value * profit margin
Interstitial banners
banners that are shown between pages on a web site
Contextual ads
based on the content of the website on which they appear
paid search campaigns long term considerations
brand building
Keyword Research Term Categories
branded (New Balance) generic (sports apparel) related (running shoes) competitor (Nike)
BEP
breakeven point analysis Profit_margin_per_sale X conversion_rate.
Marketing campaign profit
calculate CPC and BEP CPC, if CPC < BEP CPC, campaign is profitable (sometimes may want to take loss for some time to achieve long-term objectives)
Dynamic keyword insertion
command that automatically inserts the searched keyword into the ad (papa john's "cheese" pizza)
Anchor Text Type - branded
company or organization's brand name is used in the anchor text link and includes additional keywords that are likely to be searched
Customer Marketing Model - Acquisition
convert a prospect into a customer (3/6)
5 P's model
core components associated with the marketing mix, which include: - price - product - promotion - place/placement/distribution - people
Floating ads
cover all or most of the web page
Search Ad rank
cpc bid X quality score = Ad rank -> Position
Customer Marketing Model - Awareness
creating an identification moment in a customer's mind (1/6)
digital marketing strategy framework
define digital mission -> define digital strategies -> derive interaction strategy across customer lifeycle -> measure and improve ROI
Customer Marketing Model - Customer segmentation
differentiate between customer segments and market to them accordingly (4/6)
Retargeting
displays ads to a web user based on sites they have previously visited
SEO rank two biggest factors
domain level and link authority features 20.94% Google both off-page
dynamic creative optimization
dynamically change elements of their ads to make the ad more appealing to individual consumers
Buyer Journey - Consideration
exploring possible solutions, Committing to a solution
Fixed-cost model
flat rate approach fixed amount of advertising space for a fixed fee based upon a period of time
Should PPC advertising focus on volume or conversion rate, and why?
focus on conversion rate and reaching customers who are likely to convert, to make best use of advertising budget
Customer Marketing Model - Customer retention
focused on convincing existing customers to purchase again (5/6)
paid search - keyword targeting
geo language behavioral/demographic
paid search ad anatomy
headline, a display URL and path, and a description
GOST
hierarchy related to establishing business (top) Goals and subsequently defining Objectives (measurable), Strategies and Tactics (bottom) to support the goals
Digital Marketing Strategy Framework-Derive the Digital Strategy
how can digital fulfill it's mission
Digital Marketing Strategy Framework-Derive the Interaction Strategy Across the Customer Lifecycle
how to interact with our prospective customers, existing customers, influencers, partners, and so forth, while considering the buyer journey
Digital Marketing Strategy Framework-Measure and Improve ROI
how to track and measure success.
banner ads
images or animations displayed on a website for advertising purposes
Anchor Text Types - partial match
includes a variation of the keyword on the page being linked to
Customer Marketing Model - Interest and engagement
informing the customer about your offerings and encouraging them to interact and learn more (2/6)
ROI
initial value of the investment from the final value of the investment (which equals the net return), then dividing this new number (the net return) by the cost of the investment, then finally, multiplying it by 100
optimal placement for online ads
just above the fold
Buyer Journey - Decision
justify the decision, making the selection
Dwell duration
length of time the user remains exposed to an ad
Buyer Journey - Discover
loosening of the status quo and committing to change
SEO Mobile Considerations
mobile Search expanding mobile optimized sites (m.websitename.com , responsive design) SEO mobile specific
Strategic Marketing 5 C's - Competitors
organizations that offer products and services that aim to fulfill the same wants and needs, and the same customers as the company's offering
Display Ads
pop up, pop under
SEO Signals
popularity, relevance, quality, authority, user experience
Customer Marketing Cycle Model - Support and advocacy
satisfying customers do our marketing and advertising for us (6/6)
Paid Search
search allows marketers to bid on placement of ads within a search engine's results page
SEM
search engine marketing - a type of web advertising whereby companies pay for keywords that are used to catch consumers' attention while browsing a search engine. Includes both the paid and organic aspects of search.
Customer persona/profile
semi fictional depictions of your target audience. A detailed description of a fictional person to help a brand visualise a segment of its target market. (geographic, demographic, RFM - recency, frequency, monetary, behavioral, psychograhic)
long tail keyword search
small number of high-volume searches (cheaper, need more), large number of low-volume searches (less competition, more targeted, may yield higher conversion rate, user knows exactly what they want). Very low CPC BEP keywords approach. Combination of high CTR and high conversion rate.
Wallpaper Ads
take over, or change the background of a web page
profit oriented
target return and maximize profits
Anchor Text Type - generic
text might be read more, more info here, or click here
Strategic Marketing 5 C's - Context
the environment in which the company operates, and its associated elements such as regulations or laws, economic conditions, cultural norms, and technological factors. (PESTEL - environment in which company operates).
Strategic Marketing 5 C's - Company
the organization or business unit providing certain goods and services often referred to as the offering
SEO site maps optimization
they should look like balanced org charts
paid search ad headline
two headline sections; character limits which includes spacing and special characters for each headline section is 30 characters
SEO Title tag
use keywords as early as possible
ad exchange
where unsold advertising spaces placed by publishers, and then bid on by advertisers
