Mid-Term Digital Marketing

What is the difference between a keyword and a search term?

A keyword can refer to a single word or an entire phrase of multiple words. A search term is a searched phrase that doesn't have to be a letter-for-letter match of a keyword.

Explain what a cookie is and give two different examples of how a website might use a cookie.

An Internet cookie is a small piece of data stored on the user's computer. *The secure website uses cookies for user validation when the sign in *Can be used for Custom user interface *product Recommendations

Google AdRank

Determining Ad Rank based on both bid amount and quality score ensures that search advertisements stay relevant to searchers, which increases the proportion of people clicking on the ads, which in turn means the search engine makes more money.

What are the steps in the social media plan?

*Determine the objective *Choose the social media platform(s) *Plan the content *Distribute and promote content *Measure success

To evaluate the success of a website, we should look at what three dimensions of performance?

*Traffic *Conversion Rate *External links

What types of media are available on social media and which is the most important current and why? (Hint: think about target market, platform, etc.)

-Events -Advertising -Website - Videos -Graphics ( ENGAGEMENT WITH THE USER)

What types of content can be posted to a company social media account that customers might find useful.

-Humor -Deals/discounts -Contests/drawings -Community -Product Updates

What two major changes occurred with the Google Pigeon update?

1. It improved estimation of the searcher's location 2. It incorporated more traditional quality signals (reviews, links, website formatting) in the local search results.

List four changes to Google's algorithm that occurred during the Panda update.

1.* Penalties for heavy ad footprint 2. *Thin content 3. *Duplication of another site 4. *Bonuses with freshest content

What are the four design frameworks and generally what do they focus on?

1.Design for usability: for users to find what they're looking for without too much effort and wrong clicks. 2.Conversion-centered design: applied to the design of land pages. Lies on in the thoroughness of this checklist: attention, context, clarity, congruence, credibility, closing, continuance. 3.Three questions 4.Segments

How do backlinks affect the ranking of a website?

A backlink is a link on any other website that links back to your website.

What is A/B testing? What metric is typically used to judge the winner of an A/B test?

A/B testing is a test done to the user to improve the website. The metric used is Conversion Rate.

What is the importance of thinking about your web and mobile design in terms of segments?

Addressing the needs of multiple customer segments means understanding the various needs and interests of a website's customers, which may require information from other sources, such as the company's own marketing research.

Earned Media:

Any publicity a company received from unpaid promotional efforts. EXAMPLE: Re=sharing by social media users

Example: Unpaid referral traffic comes from what?

Banner ads, links from other websites that are not paid for, bots and web crawlers

What are some reasons that digital marketing analytics are important?

Be able to discuss a real world example of this (from a personal experience or a speaker in class).

In what way is social media not free?

Companies have to allocate resource to manage their social media accounts, They also have to pay for advertising and such Social media still costs money and resources bc companies have to pay employees to actively manage their social media accounts.

What are the different forms of traffic?

Direct, Organic, Referral, Social, Email, Display, and Paid.

Impressions

Each appearance of an ad on the SERP counts as an impression, even if the searcher does not see the ad or click on it.

How can my CPC change if I do not change my bid?

Editing your bids based on how your campaigns perform may influence the amount of traffic your ads receive, as well as the return-on-investment (ROI) you generate.

What are the different match types?

Exact match Broad match Phrase match Modified broad match

What are the five parts of a search ad?

Final URL Headlines Path Description(s) Ad extensions

What are the framework elements for Design for Usability?

Follow website conventions Create effective visual hierarchies Break pages up into clearly defined areas Make it obvious what's clickable Eliminate distractions Format content to support scanning

What are some metrics different websites (e.g. retail, media, etc.) might use to measure success? Remember success in the context of conversions.

Generating Traffic Driving Conversion Maximizing revenue per conversion

What is the fundamental difference between HTML and PHP?

HTML determines the general content of a webpage more Client-oriented and PHP is more server-oriented determines the dynamic content through scripts,

Why should a website avoid a complete redesign?

If you change every single component, all of the things you had learned from previous A/B tests are gone and you have to start from scratch.

Why is revenue maximization important?

It helps you increase your customer crowd and numbers.

What is the anchor text?

It is a visible clickable text in a hyperlink.

Briefly summarize the "Mobile First" design philosophy.

It's easier to scale up from a mobile site than to scale down from a desktop site.

Understand the process of keyword mapping.

Keyword mapping reminds the site developers which keywords need to be incorporated into the page content, thereby encouraging them to ensure that the page receives a high relevance score for that keyword phrase.

What do effectively written search ads have?

Keywords for relevance Unique value proposition (UVP) Call to action (CTA)

Differentiate between long tail and fat head keywords.

Long tail keywords are multi-word phrases that are extended or more specific versions of a core fat head term. A fat head term has a higher search volume.

Elements of website quality and its impact on SEO.

Low bounce rate from landing page - A bounce signals to the search engine that the webpage did not provide the sought-for information. Meta description and snippets - Short description of the webpage content (160 char); help increase traffic by generating a high click-through rate. Short load times - Search engines measure load times for pages on a website and will provide lower rankings to websites with long load times. Original content - Provide users with a good match; search engines punish websites that contain duplicate content. Fresh content - regular updates show the search engines that the website belongs to an active, reputable company. Quantity content - search engine users are more likely to find valuable information on a website with lots of content rather than a website with limited content. Quality content - The increased sophistication of Google's algorithm means website managers can trust that their ranking is a good reflection of the quality of their site.

What are two additional design elements to consider that support an optimized web and mobile design?

Navigation bars Call to action (CTA)

Example: What is an example of paid referral traffic?

Paid referral traffic comes from banner ads, text ads, rich media ads, or video ads that a website has paid to display on other websites.

Define the differences between the key search considerations (relevance/quality, traffic/volume, competition, current ranking, website quality).

Relevance/quality - most important consideration in choosing target search phrase. Traffic/volume - keyword relevance; a website should target search phrases with a higher level of search traffic. Competition - search for a keyword phrase and see (1) which websites show up and (2) whether the links to those websites are optimized perfectly for the keyword. Current ranking - invest their SEO efforts into keywords and keyword phrases that are likely to have the largest impact. Website quality - They combine their measure of webpages' quality with webpages' relevance score to determine the final rankings. Search engines get many information about the quality of a webpage based on the information it finds on the web page itself as well as based on the behavior of searchers when they interact with the page.

Understand the automated auction platform

Search engines sell keyword ad space using an automated auction platform. Advertisers place a bid on a keyword and the winning bid gets the best ad location for searches on that keyword. The bid is not the only factor that determines the winner, the Ad Rank (advertising position) of each advertiser is also determined by the ad's Quality Score.

Be able to recognize generally the importance of conversion rates, average order values (AOV), revenue per visitor (RPV) and the impact on making decisions around certain channels and different types of websites (retail, media, etc.).

Side note: We will continue to look at analytics around Paid and Email Marketing to make effective recommendations for future strategies so this is an important skill to understand.

What are two types of ad extensions available on Google Ads?

Sitelink extensions Callout extensions

Explain "over-optimized anchor text" and how it relates to the Google Penguin update.

Sites were manufacturing these sites using black-hat techniques. Penguin update penalized sites with other optimized anchor text.

Why might a company's social media objective NOT be to induce additional purchases?

Some products do not sell well online; they are on social media to build brand equity

A webpage with a high click-through rate from the SERP might improve in rankings. How can a webmaster improve a page's click-through rate?

The URL, title tag, header tags, main content, alt text, anchor text.

Paid Media:

The company pays for the distribution of its advertising content.

CPC (Cost-per-click)

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.

Example: What is an important element of direct traffic?

The user normally is aware of the content of the website, hence they are more likely to take action.

How is Google's change in third-party cookie ban going to impact the digital marketing field?

Third-party companies will not be able to access the data in cookies information Hence they won't be able to distinguish or target a certain group.

What are ways to measure the success of social media objectives?

Total Number of Likes/Subscribers/Followers. Follower Growth. Impression Re-Posts/Re-Tweets/Re-Pins. Engagement Rate. Conversion Rate Purchase Frequency/Likelihood.

The term "upper fold" means what?

What you see before you scroll.

Understand the what, where, how, and why of On-Site SEO.

What? - What Keyword and Keyword Phrases to use? Where? - Mapping Keywords to Pages: Organizational Structure How? - Relevance of keywords on your webpages Why? - Quality of how you use keywords based on consumer use

Owned Media:

a CALL TO ACTION that helps the page get a consistent crowd with engagement. EXAMPLE: A restaurant saying if you like this you will get a coupon...

Cost

an advertiser can set a daily budget for search campaigns. The keywords that lead to the most sales with the best margins deserve the most budget. If an advertiser is reaching his budget limit each day, keywords with lower profit margins should not be allocated budget that could go to better-performing keywords.

Return on Advertising Spend (ROAS

important metric. ROAS Formula: (Total Profit/Total Ad spend) × 100 = ROAS

Cost per click (CPC

in concert with the conversion rate, will determine whether the search ads are profitable.

Clicks

is counted each time a searcher clicks on an ad in the SERP.

Click-through rate (CTR)

is the percentage of impressions that yield a click.

Conversion Rate

is the percentage of visitors who convert.

Cost per Acquisition (CPA)

it determines how much it costs, on average, to reach a site's acquisition goal. An acquisition is the completed sale for a retail site. CPA Formula: Total Ad spend / Total Sales Completed

The "Three Questions" web design framework asks what three questions?

nswer all three of these questions in the upper fold What are you offering? Why should I pick you? What do you want me to do next?

Conversion

the purpose of a campaign is to generate conversions and profits. Each keyword an advertiser bids on should produce conversions.