MKTG2700 FINAL EXAM

Besides broad match and exact match, what are the other types of matches for Google Ads keywords?

- Broad match modifier, phrase match, and negative match are the other types of matches for Google Search Ads

Emailing Well

- Companies collect email addresses - They then send emails to those lists - There are potential problems with emailing your entire list. What are some? - Automation is one way to address these problems by sending emails just to the appropriate people at the appropriate time - Note: marketing automation can apply to other areas (e.g. social), but today we'll be talking about email marketing automation Generating a List: Online • Gated content (pros and cons) • When checking out • Because they want to? In-store • For something free • When checking out • Because they want to?

Content Marketing in B2B

- Content marketing is huge in B2B - Examples include content about content - It's a HUGE buzzword right now, especially in B2B, but growing in B2C

Earned Media

- Customers, the press and the public share your content, speak about your brand via word of mouth, or otherwise discuss your brand - The mentions are "earned" meaning they are voluntarily given by others

What are the categories that GA uses to classify traffic arriving at a website? "Direct" is one. What are others? (name & description)

- Direct - Organic - Social - Referral - Paid Search - Affiliates - Display

Moz Ranking Factors

- Domain-Level Link Features - Page-Level Link Features - Page-Level Keyword & Content-Based Features - Page-Level Keyword-Agnostic Features -Engagement & Traffic/Query Data - Domain-Level Brand Metrics - Domain-Level Keyword Usage - Domain-Level Keyword-agnostic Features - Page-Level Social Metrics

Sources (ex., GA)

- Facebook - Twitter

Managing affiliates

- In-house affiliate management staff - Specialist affiliate management companies ("outsourced program managers") - Affiliate networks (basically fully outsourcing to a canned affiliate network)

ICANN

- Internet Corporation for Assigned Names and Numbers - Nonprofit formed in 1998 - Coordinates the Internet's Domain Name System (DNS) - The U.S. Government was historically highly involved with ICANN but bowing to world pressures has been extracting itself.

Continually maintain your SEO

- Link degradation - Publishing new pages - Evolving search engine algorithms - The competition moving ahead of you - Outdated content

Get inbound links to your site (Off-page)

- Links to your sites are like "votes" - You want links from trusted & important sites - Search engines can pretty easily detect simple manipulation (e.g. large scale link exchange, link farms)

Made Up Words: (Invented Words) (Categories of Names)

- Made up, invented words Ex. Popsicle, Swiffer, Febreze

Tools for checking Inbound links (aka backlinks, off-page, SEO)

- Majestic SEO site explorer - Moz open site explorer - You can use these tools to see what sites are linking to site. - You can also see which sites are sending you the most traffic through GA

On-Page (2 main activity categories of SEO)

- Make sure your site is highly crawlable - Websites have many standard features, such as title tag & a sitemap, that help bots/spiders crawl. Using them helps your ranking. - Select & use keywords well in all the right places - Create high quality, fresh content - "make pages primarily for users, not for search engines"

Google Automated Bidding Strategies

- Maximize Clicks - Target Search Page Location - Target Outranking Share - Target CPA - Enhanced Cost-Per-Click (ECPC) - Target ROAS

Targeting (Display Ads)

- Much as advertisers love paid search because they can serve an ad to relevant consumers, they love targeting because it allows them to do the same. - Impressions are not created equal - Targeting capabilities are rapidly growing - once upon a time, online impressions were similar to television impressions (sort of a one-size fits all approach). It's becoming increasingly complicated. Common Types of Targeting: 1) Geographic 2) Contextual 3) Behavior 4) Re-Targeting (sometimes called re-marketing)

Ad Position (how search ads are ranked)

- Multiple determinants of your ad position - Ad Rank • Google: "A value that's used to determine your ad position (where ads are shown on a page) and whether your ads will show at all. Ad Rank is calculated using your bid amount, the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats." - Ad Position is based on: Quality Score and Bid. - Quality Score is based on: Expected CTR, Ad's Relevance, Quality of Landing Page, Ad Formats

FTC Expert Endorsement Guides

- Must be experts - Must use their expertise --- "An endorsement of a particular automobile by one described as an "engineer" implies that the endorser's professional training and experience are such that he is well acquainted with the design and performance of automobiles. If the endorser's field is, for example, chemical engineering, the endorsement would be deceptive."

FTC Consumer Endorsement Guides:

- Must be representative of typical experiences - Must be real consumers if so represented

FTC Endorsements by Organizations Guides:

- Must reflect the opinion of the organization - "A mattress seller advertises that its product is endorsed by a chiropractic association. Because the association would be regarded as expert with respect to judging mattresses, its endorsement must be supported by an evaluation by an expert or experts recognized as such by the organization, or by compliance with standards previously adopted by the organization and aimed at measuring the performance of mattresses in general and not designed with the unique features of the advertised mattress in mind.

What is the difference between native advertising, and content marketing?

- Native Advertising is deceptive. It's secretly an ad pretending to be content. - Content marketing is when marketers create some content that is actually useful to customers or potential customers, and is usually not trying to drive conversions/sales directly. Native: - ads meant to look like the content on a site - confusingly, native advertising is sometimes referred to as "sponsored content" Content: - content produced by a company, not an ad in the traditional sense of the word

Why doesn't Google just want the highest bidders to rank highest? (Ad Position)

- Note - they might make more money on higher bids, so this is extra-curious... - Answer: This would promote advertiser laziness - people would pay a lot of money to show ads, and wouldn't necessarily have to make them any good. This would hurt the user experience, which would drive traffic away from Google. - This means that you can actually save your company money if you have a high quality ad

The Digital Marketing Mix

- Paid, Owned, and Earned media - The optimal mix leverages them all Earned - Reviews, media, coverage, guest posts, mentions, social shares, influencers (free) Paid - Pay Per Click (PPC), display ads, remarketing, retargeting, paid social, native ads, paid influencers Owned - (your) website, blog, profiles, email, social pages

How are these affiliate programs similar to / different from other marketing approaches?

- Pay Structure - Brand Harm - Competition

Mediums (ex., GA)

- Pay-per-click - Organic - Email - Direct - Banner

How do you get inbound links? (off-page SEO)

- Popular press coverage - asking people with relevant & quality websites - ...being good... don't do bad things

Content Marketing

- Producing, curating and sharing content that is based upon customers' needs & delivers visible value. - A strategic marketing approach that focuses on creating and distributing content that is valuable, relevant and consistent Ex. Infographics, webpages, podcasts, videos, books / ebooks

Real Words: Creative or Embellished (Categories of Names)

- Real words that are related, that are somehow embellished Ex. Volt Cola, Hershey's Kisses, Swatch, Juul

Ad Campaign Types

- Search Network - Display Network - Video - Search with Display Select - Shopping - Universal App

What are 3 different metrics used in GA to measure volume of traffic to a site? "Sessions" is one. What are 2 more? (name & description)

- Sessions - Users - Page Views

Real Words: Functional / Descriptive (Categories of Names)

- Simple descriptions of what's going on Ex. Weight Watchers, Johnson's head-to-toe body wash

Types of Content B2C Marketers Use for Content Marketing

- Social Media Posts (e.g. tweets, pins) - Videos (pre-produced) - Illustrations/Photos - Infographics - Interactive Tools (e.g. quizzes, assessments, calculators) - Ebooks/ White Papers - Case Studies - Live-Streaming - Research Reports - Mobile Apps - Podcasts - Film/TV (e.g. documentaries & short films)

What differentiated social listening from social media monitoring?

- Social listening involves monitoring digital conversations and then analyzing that information for actionable insights. - Social media monitoring involves monitoring social media WITHOUT an ACTIONABLE element.

How do you know how much to bid? (Bidding & Paying for Ads)

- The short answer is "you don't really." - Google will give you an estimated first-page bid. - Automatic or manual bidding - Many options for automatic bidding

Pageview

- The total # of pages viewed in GA - Repeated views of a single page are counted

How many lines are there in a standard Google Ads text ad? What is the difference between the Display URL and the Final URL?

- There are three lines in a standard text ads; a headline, a description and a path. - The display URL shows your website address and is made up of the domain from your final URL. - The final URL is the address of the page reached when someone clicks your ad

Paid Media

- When you pay to leverage a 3rd-party channel - Such as sponsorships & advertising on 3rd-party sites

Meta Keywords (On-page)

- You could add a meta tag on a page, indicating that page's main keywords. - they are dead and no longer help at all

Content Pillars (Content Marketing)

- content marketing activities are often organized around content pillars - A substantial & informative piece that can be broken into derivative materials EX. eBooks, reports, and guides B2C example: - intelligentsia Coffee Brew Guides - Content pillars can also be used as Email, Social, and "bait" for bloggers

Different types of sites will have different business objectives (GA)

- eCommerce - Lead Generation - Content Publishers - Informational / Support Sites - Branding

Example uses for filters in GA

- exclude internal IP addresses - exclude bot traffic / spammy referrals - Specify only traffic coming from a particular source (create a new "view")

Tracking improvements from SEO

- identify metrics (e.g. search engine rank for a set of queries, search-generated traffic volume, or search-generated conversion rates). - Measure before & after changes

What Strengthens the Conclusiveness of an Email Test

- larger sample size - test duration - Consistency in AB tests

major software tools used for listening & social media monitoring

- nielsen BuzzMetrics - Salesforce Marketing Cloud & radian6 - Oracle Marketing Cloud - Crimson Hexagon - Meltwater - Hootsuite - Sysomos

Affiliates (Or Influencers)

- people who get paid for online referrals that lead to sales. - Usually professional or semi-professional bloggers who earn a lot of traffic - They usually get paid per sale (On occasion per click...) - They either cut deals with companies one on one, or go through affiliate networks (which we'll discuss later) - Affiliate programs are another arrow in the quiver of the digital marketer - They are quite commonly used across all e-commerce categories. ("brand centric, advice-heavy" (from wsj article)) - Riskiness - is using affiliates a risky strategy, or a non-risky strategy? ---- They are considered "low risk" because they are pay-for-performance. ---- But they are not "no risk" from a brand stewardship/reputation perspective.

Call-Only (Other Search Ad Formats)

- special kind of mobile ad - Call: (305) 748-2824

Tables vs Charts

- tables are good for precision and when people need exact values - charts are good for showing higher lever trends and telling specific stories Tables work best when the display will be used to look up individual values or the quantitative values must be precise. Graphs work best when the message you wish to communicate resides in the shape of the data (that is, in patterns, trends, and exceptions)

Social Listening

- the process of monitoring digital conversations to understand what customers are saying about a brand and industry online. - The process of monitoring social media channels for mentions of your brand, competitors, product, and many other ideas or themes that are relevant to your business. - The next step is analyzing that information for actionable insights.

IP addresses

- the server uses to direct your request to the website's network location - a unique string of numbers separated by periods that identifies each computer using the Internet Protocol to communicate over a network.

typical metrics that are captured and reported by the listening tools

- time trends, especially volume (# of mentions or some other metric) - Competitive analysis: "share of voice", associated words - "Sentiment Analysis" - Topics Discussed - Verbatim quotes to illustrate topic categories

click-through rate (CTR)

- used to guage how well your keywords & ads are performing - # of clicks that your ad receives divided by the # of times your ad is shown = clicks/impressions Ex. 5 clicks and 100 impressions, CTR is 5%

How websites work

- websites are written in HTML, a computing language - When you go to a website, it sends your browser a bunch of HTML, which your browser then renders. - web crawlers can read (crawl) HTML - they cannon read images (yet)...sort of...

Owned Media

- when you leverage a channel you create and control. - Ex. company blog, youtube channel, your website, or even your Facebook page - Even though you don't strictly "own" your Youtube channel or your Facebook page, you do control them & don't have to pay for basic usage

Web Crawlers (Spiders)

-- Can read (crawl) HTML - they cannot read images (yet) Computer programs that "crawl" through the pages of a website to find tags, keywords, and other information - a website is "crawlable" if the links to & within your website can be discovered & followed by web spiders.

What does SEO mean?

-- The process of improving a site's rank in searches for the search queries you care most about. -- Search engine optimization is the process of affecting the visibility of a website in the web search engine's unpaid results

Standard Website Features that help Spiders Crawl

-- title tag -- sitemap --Using these helps your ranking/SEO

Two Main Players of Display Ads

1) Advertisers companies that want to advertise 2) Publishers website owners that want to get paid for displaying those ads. They sell their ad inventory. • If you get confused about who is who, think about it as if it were old-school newspapers. Advertisers want to place ads in publisher's newspapers.

Social Listening Goals/"Modes"

1) Data Gathering ---Broad ---Specific 2) Interactive ---Engaging with consumers on social media / yelp / forums / wherever they're posting

4 Most Popular Digital Marketing Tactics:

1) Email Marketing 2) Social Media Marketing 3) SEO 4) Content Marketing

Problems with Targeting (Display Ads)

1) Expensive - "isn't cost-effective because it can double advertising costs without doubling revenue." 2) Impression Fraud / Bots 3) Consumers Don't Like It - Though they do get used to it

4 Common Types of Targeting (Display Ads)

1) Geographic 2) Contextual 3) Behavior 4) Re-Targeting (sometimes called re-marketing)

2 "Classic" uses of GA

1) I have different types of posts in social media. Do some of them generate more traffic to my website than others? -- A variation: are some emails more effective than others at sending high quality traffic to my site? 2) I implemented some changes to help my search ranking. Did organic search traffic rise? 3) I want to monitor the quality of traffic to my site, and see how that quality varies by geography, referral source, campaign, etc.

4 Basic Metrics (KPI: Key Performance Indicators)

1) Impressions 2) Clicks 3) Conversions 4) Spend

For domain names, what does "available" mean?

1) It can mean "not currently registered" (available for registration from a registrar) • How do I know if it's available? - instantdomainsearch - internic.net 2) Or it can mean "for sale at a reasonable price" (available for purchase from the domain owner) • There are many marketplaces that serve this aftermarket • Sometimes you can identify the owner directly and inquire about purchase • Who owns each domain is publicly available information (next slide)

Why are search ads so effective?

1) Like with SEO, you get people who ARE LOOKING FOR YOU 2) You can "skip the line"—instead of going organic, you can just buy the listing.

Categories of Names

1) Real Words: Functional / descriptive • Simple descriptions of what's going on 2) Real Words: Creative or embellished • Real words that are related, that are somehow embellished 3) Made Up Words

7 Steps to Successful SEO

1. Crawl accessibility so engines can read your website 2. Compelling content that answers the searcher's query 3. Keyword optimized to attract searchers & engines 4. Great user experience including a fast load speed & compelling UX 5. Share-worthy content that earns links, citations, and amplification 6. Title, URL, & description to draw high CTR in the rankings 7. Snippet/schema markup to stand out in SERPs

4 Most Popular Digital Marketing Tactics (depend on their objectives)

1. Email Marketing 2. Social Media Marketing 3. SEO 4. Content Marketing

Myths & Misconceptions of SEO

1. Google will figure it out 2. We did SEO once 3. Link building is dead 4. I want to rank #1 for "keyword" (long tails send better traffic) 5. Google hates SEO 6. SEO is dead, because Google Answers 7. SEO is all tricks 8. Social Activity doesn't affect SEO

2 main approaches to SEO

1. On-page 2. Off-page

visual display of data

1. use displays of data to convey a message 2. Make sure your graph is as quick and simple as possible to read Be thoughtful about every choice on your graph (e.g. graph or table, graph type, ordering on axes, axis labels, colors, numeric formatting, etc.) Should serve two goals: 1. Help you convey your message 2. Make it as easy as possible to understand the data

Conversion Rate

= # of sessions that complete a goal / number of sessions in a defined group

ROA or ROAS (Return on Advertising Spend)

= (Revenue - Cost) / Cost

correct and draggable COUNTIF statement

= COUNTIF(range, criteria) =COUNTIF($A$1:$A$20, "=yes") Locks before the letter means that dragging horizontally will continue to reference the same column.

CTR (Click-through rate)

= Clicks / Impressions

Conversion Rate equals

= Conversions / Clicks

CPC (Cost-Per-Click)

= Spend / Clicks

CPA (Cost Per Action/Acquisition)

= Spend / Conversions

Goal

A binary event - something that either happens or does not happen in each session

tracking code

A small snippet of JavaScript code inserted into an HTML web page in order to capture page interaction data. (unique identifier)

Popular Marketing Automation Software Tools

Act-On HubSpot Eloqua Marketo Pardot SilverPop ExactTarget SendGrid (local)

Structure of an AdWords Campaign

Ad Campaign: Ad Group 1 Ad 1.1 Ad 1.2 Ad 1.3 Keyword 1.1 Keyword 1.2 Keyword 1.3 Keyword 1.4 Keyword 1.5 Keyword 1.6 Etc. Ad Group 2 Ad 2.1 Ad 2.2 Keyword 2.1 Keyword 2.2 Keyword 2.3 Keyword 2.4 Keyword 2.5 Keyword 2.6 Etc. Ad Group 3 Ad 3.1 Keyword 3.1 Keyword 3.2 Keyword 3.3 Keyword 3.4 Keyword 3.5 Keyword 3.6 Etc.

Loyalty software (4 types of fraud)

Affiliates place "loyalty" software on a user's computer to remind the user about possible rebates, points, or other benefits from purchasing through certain merchants. The loyalty software automatically sends a user through an affiliate's link when the user requests a merchant's site directly. Typically, loyalty software becomes installed as part of a bundle when users ask for wholly unrelated software. Often, loyalty software claims affiliate commission even if the user had never registered with the loyalty service and is thus incapable of claiming or receiving benefits. We note that there is some debate about whether loyalty software creates customer loyalty—and, if so, whether it is to the merchant or to the maker of the loyalty software. Nonetheless, we accept the term because it is widely used by practitioners.

Typosquatting (4 types of fraud)

Affiliates register domain names that are misspellings of merchants' domain names (Moore and Edelman 2010). When a user misspells a merchant's domain name in the way that the affiliate anticipated, the user will be sent to the affiliate's site, which immediately redirects the user through an affiliate link and onward to the merchant. If the user makes a purchase, the affiliate will be credited.

Sometimes the perspectives are aligned, sometimes they are in conflict:

Aligned: Clear and conspicuous disclosures of incentives + for ethics and + for legal compliance, too. In conflict: Full disclosure of every disadvantage of your product: + for ethics vs. - for effectiveness.

Give one reason to have multiple ad groups within a Google Ads campaign.

An Ad Group contains one or more ads which target a shared set of Keywords. One reason why you might want to have multiple Ad Groups within a campaign is so you can test out different key words and different ads to see which are more effective.

Ad Networks (Display Ad Players)

"A company that has the exclusive rights to sell inventory from a specified group of publishers" (displayadtech.com).

FTC Section 255.0 (b):

"an endorsement means any advertising message...that consumers are likely to believe reflects the opinions...of a party other than the sponsoring advertiser."

Names

"branding elements" The pieces of creative content on marketing, websites, packaging, and the physical design of products that companies can manipulate in order to develop or nurture a brand. These include (but are not limited to): • names • logos • symbols • slogans • copy (writing) • sounds and music • spokespeople • images and photography • product design • product packaging • any other customer interactions with the company (such as CX)

Bounce Rate

% of single-page visits (or web sessions) - It is the % of visits in which a person leaves your website from the landing page without browsing any further

Product Listing (Other Google Search Ad Formats)

(on top - I don't think they show up on the right anymore to standardize w/ mobile)

GA reports traffic for both "All Pages" & "Landing Pages." What is the difference?

- "All Pages" displays the top pages on your website based on traffic - "Landing Pages" refer to the 1st page a visitor lands on your site.

Bad Names Are...

- "X and Y" companies such as "Stone And Strand" or "Tuft & Needle" - Hard to remember, hard to distinguish from each other, plus they say something to the consumer like "I am a millenial brand and I think this is cool, but didn't think very hard about naming my company / product / brand" - This is just the profs. opinion, not concretely bad

What's the difference between broad match and exact match for Google Ads keywords?

- A broad match will search for similar phrases or a variety of closely related words. Exact match will only search for words that use an exact phrase or very similar to it.

What are goals in GA? What are some different types of goals that you can set in GA?

- A certain page was visited - Something was downloaded - Newsletter sign-up - Duration on a page - Donation

Session

- A group of interactions one user takes within a given time frame on your site - GA defaults that time frame to 30 minutes

Bounce

- A single-page session on your site

Medium (GA)

- A way that GA classifies traffic -- The advertising or marketing medium --Ex. cpc (paid search), banner, email newsletter

Source (GA)

- A way that GA classifies traffic --Identify the advertiser, site, publications, etc. that is sending traffic to your property. --Ex: google, newsletter4, billboard

4 Types of Fraud (Edelman & Brandi 2015)

- Adware - Cookie Stuffing - Typosquatting - Loyalty Software

Large advertisers who run their own (in-house) affiliate programs

- Amazon - eBay

AdWords Formats

Basic URL Headline 1 and 2 Description Product Listing (on the right, or top) Extensions (star ratings, phone numbers, etc. App Promotion (often on mobile)

Digital Marketing Activity Funnel

Best to worst (profs. opinion): - Content - Social - Display - Email - SEO - PPC

Filters (GA)

Can be set up for GA views to filter out traffic from specified domains, or to clean up the GA data in various ways.

Naming Agencies

CatchWord

Web Hosts (ISPs) are?

Companies that provide space on their server for use by their clients as well as providing internet connectivity (rogers, AOL etc.) *Files must be hosted on webserver provided by ISP to be available on the internet

Typical GA Use

Connecting traffic sources and conversations. - use source / medium / campaign information to determine if different efforts to drive traffic to your site result in higher quality traffic.

How do DMPs (Data Management Platforms) / Data Suppliers Track You?

Cookies • Very small text file that lives on your computer • On the whole very useful - otherwise the internet would have no memory • Contains information about where you've been and what you've done • Becoming much more detailed • You can prevent sites from putting them on your computer, but many require access to cookies (because people are more likely to allow cookies than not visit the site) You can clear them whenever you want very easily

In the context of advertising, what do the letters in the abbreviation CPM stand for? What does it mean?

Cost per mille. That means advertisers pay a certain amount for every 1000 impressions an ad receives.

Measuring costs & benefits in social media marketing

Cost: - amount of time your employees are spending Benefit: - model that estimates conversions & conversion value from traffic / social views - what they'd be willing to pay for equivalent exposure with paid media. Or what they would be paying for that many impressions / for that engagement. - Measure brand awareness directly somehow

•One of Google's policies for search ads is no inappropriate content. Give 3 more policies regarding the content of AdWords ads.

Counterfeit products- EX trademarked logos Dangerous products and survives- no products that can harm user or person around user Enabling dishonest behavior- No ads that aren't truthful

Conversions (GA)

Did people do specific things you were looking for?

Native Advertising

Digital advertising that matches the appearance and purpose of the content in which it is embedded In SMM - looks like its part of the regular feed.

FTC Endorsement Guides (Federal Trade Commission)

Endorsements have to be... -- ...true (i.e., no unsubstantiated claims; medical ads are a fruitful ground for violations here) -- ...current -- ...accurate representations of opinions The endorser must disclose a material connection—one that can affect the credibility of the endorsement—especially if not obvious, in a conspicuous manner. -- What if someone receives a free product and reviews it? Is that a material connection? -- What if someone is somehow employed by the company? Is that a material connection? -- Yes and Yes: Cash payments are not the only basis for a material connection (employment and free products or other incentives are also "material") An important consideration is what would be "ordinarily expected" by a "reasonable consumer." • Endorsements must be actual opinions (not distorted) • "When the ad represents that the endorser uses the product, the endorser must have been a bona fide user of it at the time the endorsement was given" (paraphrased) In summary: don't be deceptive, don't be dishonest, and disclose material connections.

The Reasonable Consumer's Expectations (From the FTC Guidelines)

Example: A television advertisement for a housewares store features a well-known female comedian and a well-known male baseball player engaging in light-hearted banter about products each one intends to purchase for the other. The comedian says that she will buy him a Brand X, portable, high-definition television so he can finally see the strike zone. He says that he will get her a Brand Y juicer so she can make juice with all the fruit and vegetables thrown at her during her performances. The comedian and baseball player are not likely to be deemed endorsers because consumers will likely realize that the individuals are not expressing their own views.

Social Listening - The Data Gathering Phase

Exploratory/Broad: -- What are people generally saying about our product, line, brand, industry, etc.? -- What issues are people talking about related to our brand? -- Are there any "incidents" brewing? -- Who are our brand advocates (and brand detractors)? Specific Questions/Narrow (Examples): -- What is the sentiment toward the new brownie batter Oreos? -- Are the "right" people responding in the "right" way to the new Gillette commercial about the responsibilities of men & boys?

Search Ads Formats & Bidding Strategies

FORMATS: - Basic Text Ad - Product Listing - Any Extensions? (star ratings, phone number, specific links, etc.) - App Promotion - Call Only BID STRATEGIES: - Maximize Clicks - Target Search Page Location - Target Outranking Share - Target CPA - Enhanced cost-per-click (ECPC) - Target ROAS

"I acknowledge the source, so it's OK to use it." (Copyright true or false

False

"I am going to change it, so it's OK to use it." (Copyright true or false)

False

"I'm not going to make any money from using this image (or article) I found, so it's OK to use it under copyright law. " (Copyright true or false)

False

True or False: Between the releases of new versions of the ranking algorithm, Google keeps the ranking algorithm completely unchanged to allow for the best benchmarking and performance improvement measurement.

False - they are constantly making small tweaks

Segments & Behaviors

Flows can be based on or triggered by characteristics and / or behaviors. Examples of characteristics used to define segments: --- Is this person signed up for the free plan or a paid plan? --- Where is the person located geographically? Examples of behaviors: --- Did the person open the last email? Did they click on anything in particular? --- Did the person visit the site within the last month? How many times? --- Did the person look at a product on the site but not buy? Or yes buy? Some characteristics can be composed from behaviors: --- Cumulative lifetime purchase value

Four Components of a PPC Campaign (AdWords, Search Ad Campaign)

From Broadest to Narrowest Component: Campaign (Shoes, $500/Day) Ad Group (Tennis, Shoes) Keywords (tennis shoes, best tennis shoes, shoes for tennis, red tennis shoes) Ad Copy (Tennis Shoes Shop The Largest Selection Of Tennis Shoes. Free Shipping! www.acme.com/tennis-shoes)

From what you can tell based on information on the web, is it legal to post a YouTube video that you did not create on your website?

From my experience on the internet it is not illegal to post a video that you did not create yourself. There are hundreds of websites, television shows, and news feeds that use other peoples videos

Off-Page (2 main activity categories of SEO)

Get other sites to link to you... but not just any sites - some sites have more link juice than others - some sites are spammy, and that's bad

Search Network (Ad Campaign Type)

Google, and other search engines that have agreed to show ads

long tail keywords (SEO)

Highly specific 4-6 word phrases. - The top 10,000 keywords make up less than 20% of overall search traffic. - 70% comes from long tail keywords

Bidding and Paying for Ads

How do you know how much to bid? • The short answer is "you don't really." • Google will give you an estimated first-page bid. • Automatic or manual bidding • Many options for automatic bidding (next slide)

Disputes Over Domain Names

ICANN has the UDRP for resolving disputes - UDRP = uniform domain-name dispute-resolution policy - Intended to be cheaper and easier than using the legal system Cybersquatting - Is registering another organization's domain name with the intent to sell it to them for a profit. - Anticybersquatting Consumer Protection Act (1999) makes that illegal. Still, we see plenty of activity that can be considered domain name hoarding.

Funnel For Search Ads

Impression - See Search Ad Click - Click on Search Ad and go to site Conversion - Take some action (e.g. purchase) on site

What does it mean when GA reports "(not provided)" for the keyword used for a visit from a search engine?

It means someone was simply logged in to their google account when they searched for a word. Google is protecting their privacy.

Successful Marketing Automation

It's important to find new potential customers in addition to marketing towards your existing customers.

Select Keywords Carefully (on-page, SEO)

Keyword choice is tightly tied to the fundamental marketing concept of positioning. When are we and how are we different? EX. - Shinesty: retro clothing, tacky clothing, theme parties - Casper: delivery mattress, bed in a box, sleep accessories

Should small companies target long tail keywords, or "fat head" keywords? (SEO)

Long tail - because they are more specific. - That means that fewer people will see them, but the people who do see them will have a higher probability of seeing them instead of their competitors

two ways to control the amount you spend on an AdWords campaign

Lower bids Max per day

Social Listening - Interactive Phase

Monitoring what's going on, analyzing it, making a plan, and responding

Do filters apply retroactively? (GA)

NO

is email dead?

No, its just not as "cool" anymore because it's an old tool. 90.9% of US internet users use email and the median ROI is 122% on email as of 2016, compared to social media which is just 28%

App Promotion (Other Google Search Ad Formats)

Often on mobile, on top

How will you know if your SEO is working?

Pick some metrics and measure changes Typical metrics: -- "Search engine ranking" for a set of keywords - Search-generated "traffic volume" (reported in GA) - Search-generated "conversion rates" (in GA) - Measure BEFORE & AFTER

Branded Terms Debate

Pro: you blanket the SERP Con: you pay for clicks that you could be getting for free Pros: higher click through rate; more impressions; this can be defensive--other people can bid on your terms; more traffic probably Con: no actual increase in sales / attention; potentially very expensive;

Pros and Cons of Your Brand Name Becoming a Word (the common term for something) (e.g. Kleenex or Xerox)

Pros: - People really like your brand, and it's getting used a lot - WOM Cons: - "Genericide": loss of patent - Loss of control over brand - "Consider the case of Xerox, which has long urged consumers to "photocopy" Examples: Klenex, Xerox, Google, Taser, Velcro, Superglue, Skype, Rollerblade

Pros & Cons of Display Ads for the Consumer

Pros: • They can match my preferences to products better (if targeting is good) • They can be entertaining • They provide free content Cons: • It's creepy to be influenced by others (especially if you're unaware of it; free will and all that) • They could result in me buying stuff I don't want to • They could be an invasion of my privacy

Ad Blockers: How They Work

Quora2: - "The most popular Ad-blockers (AdBlock, ABP) rely on two principal methods: - Communication blocking, in which communication to ad-servers/ad resources is blocked altogether (the client request does not occur). Example: block all requests to URLs that include "google.adsense". - Element hiding, in which certain HTML elements, even if loaded correctly, are still hidden from the page. Example: hide any element with class="Ad". Ad-blockers use various UGC lists (such as EasyList or Fanboy) to define, customize and widely distribute rules that maximize blocking efficiency for these methods - such rules may be defined per site or in general." Spinklr 1 : - "On desktop computers, ad blocking software scans web pages and removes anything that looks like an ad. This includes files loaded from known external ad servers or HTML code that defines certain content as an ad (such as a "promoted" heading). This means 100% of desktop advertising is at risk from ad blocking."

Landing Page

Refers to the 1st page users visited when arriving on your site

Extensions (Other Search Ad Formats)

Star ratings, phone numbers, etc. Other Extensions: Sitelinks: - links to specific pages in your site Callout: - free shipping! 24-7 customer service! Structured snippet: - specifics about amenities, brands, neighborhoods, shows, styles, etc. Call extension: Message extension: Location extension: Affiliate location extension: Price extension: App extension: Promotion extension:

Central Marketplace (Display Ads)

Supply side and demand side meet in a central marketplace which uses real time bidding (RTB) (because all impressions are not created equal to all advertisers) to determine what ads are shown where and to whom, and how much is paid

Supply and demand FOR IMPRESSIONS (Display Ads)

Supply-side = publishers Demand-side = advertisers

Policies adverse to advertisers?

The FTC claims that preventing deception benefits both consumers and businesses. My take: the FTC protects businesses by giving consumers an expectation that when an endorser endorses a company, it's the truth. That said, companies probably don't see things that way, since on a day-to-day basis they have to send emails to endorsers saying that they have to disclose that their Instagram post about how much they love a makeup brand is really an ad and that they have to disclose their material connection.

How do Ads Get from Advertisers to Consumers?

The Simplest Way: Companies may contract directly with publishers at a fixed CPM. This is likely what's going on with Van Cleef and the NYT. This is similar to how it might work in TV, magazines, or other older media. The Central Problem: • Businesses that want to advertise don't want to call every website -- They go to other businesses to help them do this • Websites that want to get paid to display ads (this could be you!), but don't want to call every potential advertiser -- They go to other businesses to help them do this • Supply side and demand side meet in a central marketplace which uses real time bidding (RTB) (because all impressions are not created equal to all advertisers) to determine what ads are shown where and to whom, and how much is paid

Search Ads

The ads that show along with organic search engine results The 2nd biggest chunk of digital ad spending - You may also hear search ads called PPC (pay per click), paid search, sponsored search, and AdWords. - Less frequently, search ads are also called search engine marketing (SEM). - Google Ads is Google's search ads platform. It used to be called AdWords - Frequent changes in the format / display of Google search ads

Ad Blockers

The argument for them: they improve the customer experience The argument against them: ads allow us to access free internet content. Either view ads, or pay for your content (or both—a la NPR, Hulu, traditional cable, others) The industry point of view: it's a MASSIVE battle that needs to be addressed.

How Do Registrars Get Domain Names To Sell?

The central, organizing body for domain names is ICANN: (Internet Corporation for Assigned Names and Numbers) • Nonprofit formed in 1998 • Coordinates the Internet's Domain Name System (DNS) - The U.S. Government was historically highly involved with ICANN but bowing to world pressures has been extracting itself.

FTC Endorsement Guides help bring the FTC Act (from 1914) up to date

The guides pertain to all endorsements, but there was significant discussion of user generated content in the revision in 2009.

Campaign

The individual campaign name, slogan, promo code, etc. for a product

top-level domain (TLD)

The last section of a domain name, specifying the type of organization or its country of origin Ex. .com, .net, .org, .edu

Anchor Text

The text a link (hyperlink) uses to refer to your web page. These make a difference in your search engine results.

Are meta descriptions useful for SEO? (On-page)

They aren't factored into google's ranking of a page, but they might help with clickthrough, which could help with SEO.

URL Builder

This tool allows you to easily add campaign parameters to URLs so you can track Custom Campaigns in Google Analytics. = Domain + utm_source + utm_medium + utm_campaign + utm_content + utm_term

What to do with keywords (SEO)

Use them in a natural way, in "important" parts of the page -- In the URLs if possible -- Keywords should be in "title tags" (near beginning) and "header tags" (and possibly in bold) and in site "copy" These specific tactical approaches are the most sensitive to tweaks in the Google algorithm. Use them in quality, fresh "content" -- Google punishes bad behavior (keyword stuffing and the concept of keyword density, link farms, bait & switch)

Adware (4 types of fraud)

When a user visits a merchant's site on a computer running certain advertising software, the software sees the user's activity and redirects the user through an affiliate's marketing link. If the user subsequently makes a purchase, the affiliate will be credited as the putative cause of that purchase.

Cookie Stuffing (4 types of fraud)

When a user visits a web page, a section of that page can claim to refer the user to a given merchant. If the user happens to make a purchase from that merchant within a predetermined time thereafter (often 7-30 days), the affiliate will be credited. In variations, the affiliate can design its page to attract traffic to particular merchants (perhaps by repeatedly mentioning the merchant's name or by promising, truthfully or falsely, to offer coupons for that merchant). The affiliate could also design its cookie stuffing to be a component of some other web page (a dot on a banner ad or a section of a comment on a forum or blog).

When you type a search query into Google, how does it determine what results to show?

When someone performs a search, search engines scour their index for highly relevant content and then orders that content in the hopes of solving the searcher's query. This ordering of search results by relevance is known as ranking. In general, you can assume that the higher a website is ranked, the more relevant the search engine believes that site is to the query.

GA Goals

You can define "trackable" events as goals in GA if you are an admin on the account or if you have been given permissions. EX. define a visit to a "thank you for your purchase" page as a goal ---Then you can track what % of sessions on the site result in a purchase, where they come from, etc.

similarities between SEO and Content Marketing

You can optimize your content marketing on SEO (unless it's not on the internet), and can use content marketing to link to other pages. Since the goal of content marketing is to provide actually useful good content that your customers will want, you can drive traffic there, and consumers will like it, which will make it have higher SEO, and be able to give more link juice to other pages of yours.

Can you use GA to track web traffic to any site you want? Yes or no? If no, then for what sites can you use GA to track web traffic?

You can't get site data from other's sites, but you can get site data from their users.

Target Outranking Share (Google Automated Bidding Strategy)

You choose a domain you want to outrank in search results and how often you want to outrank it, and Google Ads automatically sets your bids to help meet that target.

Link Shorteners

You've tagged a link, and now its long & ugly and you don't want to include it in an email. - Tinyurl, Bitly, Goo.gl, Bit.do, etc. - Links are case sensitive - Short & tweetable

Affiliate Networks

a "middle man for larger companies to deal with affiliates", who in turn promote products to their audience Affiliate Networks: 1) connect affiliates to many different companies 2) provide tools for promotion on blogs (read: tagged, shortened links) 3) act as a middle man to account for and parcel out payments

Native Advertising (display ads)

advertising that is meant to blend into the page (online or in print)

Display Network (Ad Campaign Type)

all the sites that sell ad space through Google

Real Time (GA)

allows you to assess what's going on on your website currently - powerful in conjunction with AB tests

Bait & Switch

an illegal marketing practice in which an advertised price special is used as bait to get customers into the store with the intention of switching them to a higher-priced item

Enhanced cost-per-click (ECPC) (Google Automated Bidding Strategy)

automatically adjusts your manual bids to try to maximize conversions.

Target CPA (Google Automated Bidding Strategy)

automatically sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. Some conversions may cost more or less than your target.

Target ROAS (Google Automated Bidding Strategy)

automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set.

Maximize Clicks (Google Automated Bidding Strategy)

automatically sets your bids to help get as many clicks as possible within your budget.

Target Search Page Location (Google Automated Bidding Strategy)

automatically sets your bids to help increase the chances that your ads appear at the top of the page or on the first page of search results.

Search with Display Select (Ad Campaign Type)

both search and display

How does GA classify traffic?

by: -- Source -- Medium -- Campaign Name

Social Media Marketing

can be organic or paid

Registrars

companies that can register domain names

Video (Ad Campaign Type)

display ads that show videos, or ads within youtube videos

Shopping (Ad Campaign Type)

display and search ads that feature products

URL

domain name + tracking information

Axes

don't order categorical items (e.g. countries) arbitrarily; show the entire range of values in Y axes

Color (visual display of data)

don't overwhelm people, and consider if someone may print your chart (in black & white)

Flow

each customer flows through your system based upon behavior, demographics, and / or elapsed time, automatically receiving appropriate emails along the way Also called... - Automated workflows / automated flows / workflow automation Other, highly related terms, used somewhat interchangeably: - Drip campaigns - Trigger campaigns - Lead nurturing / nurture email programs Marketing automation tools allow you to set up email flows based on segments and behaviors.

AB Tests

experiment where 2 or more variants of a page are shown to users at random, and statistical analysis is used to determine which variation performs better for a conversion goal.

Digital agencies (Display Ad Players)

firms that specialize in digital, often walking clients through the full process from designing an ad to buying the ad spots to bidding

Dimensions (GA)

geography, traffic source, page they're on

Tables

great when you need exact values or quantitative precision

Link Farms

groups of web sites that link to one another, thereby boosting their ranking in search engines

goals of a chart

highly readable and tells a story

Audience (GA)

information about the visitors to the site. How many, from which geographies, OS's, devices

Keyword Stuffing

insertion of a superficially large number of keywords throughout a site's content and tags

If you have the default implementation of GA set up, and someone clicks on a link on your site (say nicklightresearch.com) that goes to another site (say leedsdigitalmarketing.com), in which site's GA Reports does that click show? nicklightresearch.com, leedsdigitalmarketing.com, neither, or both?

leedsdigitalmarketing

Content marketing

marketing with content (images, articles, posts, etc.) that people enjoy consuming

Open Rate

measures the % rate at which emails are opened

Automation is best for

organizations with a lot of customers

Perception

people are very bad at judging relative areas, but very good at judging relative lengths

Social (GA traffic)

people clicked on a link to your site from a social media channel / site

Referral (GA traffic)

people clicked on a link to your site from another site (that wasn't social or search results)

Organic Search (GA traffic)

people searched for something on google or another search engine, your site was in the (non-paid) search results, and they clicked on a result that included your site

Direct (type of GA acquisition channels, classify traffic)

people typed in your URL directly

Ad Exchanges (Display Ad Players)

places where buyers and sellers of ad inventory come together (this is where real-time bidding occurs)

Section 5 of the FTC Act (1914)

prohibits ''unfair or deceptive acts or practices in or affecting commerce.''

Social / content automation:

schedule posts that you've written to go out at specific dates and times.

Ad inventory (Display Ads)

slots for advertisements held by publishers

Marketing Automation

the ability to automatically send emails to specific targets based upon their characteristics or past behavior.

Link Juice (off-page, SEO)

the amount of SEO importance a page gets from other pages' links.

Ad Server (Display Ad Players)

the company that actually hosts and displays ads

Differences between content marketing & SEO

the main difference between SEO and content marketing is that SEO is more technical and has to do with the website design, structure and behavior while content marketing is how to get more exposure online with the use of content.

RTB (Real Time Bidding) (Display Ad Players)

the process of bidding for ad inventory for a specific consumer

Search Engine Optimization (SEO)

the set of activities we can do to make a site rank higher in organic search engine results for the search queries we care most about 2 main approaches: On-page & Off-page

Universal App (Ad Campaign Type)

these campaigns promote apps at various stages (downloads +)

Can endorsements apply to regular consumers? (FTC Guides)

think product testimonials w/ pseudo-medical products.

"Eyeballs"

this is why every platform wants lots of users - advertisers follow eyeballs

Media Buyers (also called trading desks) (Display Ad Players)

those who actually buy ad inventory (usually on behalf of their clients who are advertisers)

Key to on-page optimization (SEO)

to select appropriate keywords and use them in site content: - In text on the site - In page titles - In URLs if possible

Metrics (GA)

total # of users on a site, avg. pages / visit, conversion rate

Acquisition (GA)

traffic sources, how did people get to the site

what domain name servers do

translates the domain name into a number - the internet protocol or IP Address - which the server uses to direct your request to the website's network location

Domain Name System (DNS)

turns human-comprehensible website names such as bbc.co.uk into addresses understandable by machines. - Allow the users' computer to connect to the destination web server and get to what they're after.

Legends

usually bad because they require encoding and retrieval of information

Impressions (Display Ads)

views of an ad by a consumer (but it doesn't need to be actively looked at to be considered an impression. Just showing up a site counts as an impression.

Behavior (GA)

what content did people visit on the site? (traffic behavior)

Why content marketing is great

you already have the expertise

data-ink ratio

you generally want very little on the chart that is not representing data

Paid Search (GA traffic)

you paid for a google search ad (the things that look like search results & appear before unpaid search results), and people clicked on one of those ads to your site.

Fair Use (Copyright Law)

• "Put simply, the fair use section of the Copyright Act places limitations and exceptions on an owner's copyright in the form of commentary, news reporting, teaching, archiving, academic research, and search engines" • All of those ^ things are allowed when someone who is not the owner does them. • Excerpts of text are also specifically allowed by the Fair Use exception. •A copyright owner can grant you permission to use something he/she owns. It doesn't hurt to ask. - Do some risk-reward calculations... is anyone going to sue a CU Boulder student for using an image for a class website? - Probably not. -Would someone sue Coca Cola for doing something similar? -Perhaps...

Example from FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising

• A college student who has earned a reputation as a video game expert maintains a personal ..."blog" where he posts entries about his gaming experiences. ... As it has done in the past, the manufacturer of a newly released video game system sends the student a free copy of the system and asks him to write about it on his blog. He tests the new gaming system and writes a favorable review. (Example 7 of Section 255.5, p. 12) 1) Does the blogger need to disclose that he got the product for free? - YES. That's a "material connection" 2) Does the video game manufacturer have any obligation (and liability) in this scenario? If not, why not? If so, what is the obligation? - Not legally, but they should tell the blogger about his legal responsibilities so they can maintain their good reputation. 1) Is her post an endorsement? Does it require disclosure? - It's not. It doesn't. 2) If she buys the new brand with a cash register coupon she received, would her post require disclosure? - Nope, because presumably those coupons are available to everyone. 3) If she participates in a marketing program in which she earns prizes for promoting brands, and she is sent a coupon for this new dog food, would her post require disclosure? - YES, because that is a material connection that isn't available to everyone, meaning she was essentially given something in exchange for the review.

Who Are the Players? (Display Ads)

• Advertisers: those who want to advertise. • Publishers: those who want to sell ad inventory. • Media buyers (also called trading desks): those who actually buy ad inventory (usually on behalf of their clients who are advertisers) • Digital agencies: firms that specialize in digital, often walking clients through the full process from designing an ad to buying the ad spots to bidding • Ad Server: the company that actually hosts and displays ads • Ad Networks: "A company that has the exclusive rights to sell inventory from a specified group of publishers" (displayadtech.com). • Ad Exchanges: places where buyers and sellers of ad inventory come together (this is where real-time bidding occurs) • RTB: - real-time bidding the process of bidding for ad inventory for a specific consumer

CAN-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing Act)

• Applies not just to mass email, and not just B2C • The FTC identifies three types of content in emails 1) Commercial 2) Transactional / relationship 3) Other • All commercial emails must comply with CAN-SPAM. Transactional / relationship emails can't be misleading, but don't need to comply with most provisions.

Digital Marketing Key Performance Indicators (KPIs)

• Click Through Rate (CTR) • Average Cost Per Click (CPC) • Conversion rate (conversions per click) • Conversions per Impression

Behavioral Targeting (Display Ads)

• Companies track individual consumers from their cookies (more on this next time) -- NYT article (see comments on this slide) estimates there are as many as two profiles for every person in the US -- Many concerns - we will come back to them • Based upon the profile that gets built about you, you will be shown ads

Names a Modern Company Must Select

• Company name • Brand names • Product names • Website name, App name • "Technologies" - Often these names share elements across them - Often, however, they don't - Some car companies do not name their vehicles in a common way. - Doing so can strengthen your brand, and make line extensions easier to roll out.

Names can be...

• Descriptive - Weight Watchers, clear but limiting (Real: Functional/ Descriptive) • Metaphorical - Hershey Kisses (Real: Creative or Embellished) • Invented words - Swiffer, Febreze (Made Up Words)

Display Ads

• Display ads are the ads that show on the sides (or top) of web pages Also called: • Banner ads • CPM (cost per mille - that's Latin and / or French for thousand) -- Cost per thousand impressions -- Generally speaking, you pay for impressions (by the thousand), not clicks

CAN-SPAM Provisions: (Controlling the Assault of Non-Solicited Pornography and Marketing Act) (2003) Provisions (from FTC Compliance Guide)

• Don't use false or misleading or deceptive subject lines. • Identify the message as an ad. • Tell recipients where you're located. • Tell recipients how to opt out of receiving future email from you. • Honor opt-out requests promptly. • Monitor what others are doing on your behalf.

Other Targeting Capabilities (Display Ads)

• Each social platform has its own targeting features. Examples: -- On Twitter, you can target based on who users are following or keywords used in tweets. -- On Facebook, you can target based on pages the user has liked. • On mobile, "geographic targeting" can be very precise.

Good Names Are...

• Easy to say • Easy to remember • Easy to spell • On brand • Not limiting • Have domains available at a reasonable price

How do people feel about marketing emails?

• Email is no longer "cool" because it's no longer new • Email has been spammed aggressively and consumers have responded by becoming more guarded against them • Email still works well when done right: as a consumer, there are brands whose emails I still read—even purely commercial emails.

All business decisions need to be examined with three perspectives:

• Ethical • Legal/"Regulatory" • Effective/Strategic

Retargeting / Remarketing (Display Ads)

• How many of you have visited a site, only to have that site's ads follow you through the entire internet? • Advertisers can see that you went to their site - they then re-serve you their ads again and again. -- They can observe behavior such as putting something into a cart - they then follow you until you convert • Generally operates through an ad network / through cookies -- This is likely why these ads aren't on literally every site you go to -- Additionally, advertisers can set caps so you don't get overloaded

Selecting Keywords (Search Ad Campaigns) (AdWords Campaign)

• Like SEO, select words that describe your offerings and that people are likely to be searching on. (Google's Quality Score) • Like SEO, remember the long tail: jewelry vs. ethnic jewelry vs. ancient beads ethnic jewelry • Unlike SEO, with search ads, you can easily use hundreds or thousands of keywords (see the keyword planner)

Marketing and Advertising KPIs

• Net Value • ROA

Examples of Affiliate Networks

• Rakuten (was Linkshare) • RewardStyle • Commission Junction • ShareASale

Marketing Automation (Other Than Email)

• Social / content automation: schedule posts that you've written to go out at specific dates and times. • Social listening tools • Cross-platform posting (push blog posts to Facebook, as well) • Recycle old (good) posts on a schedule (e.g. TBT) • Set auto-responses to negative comments

Contextual Targeting (Display Ads)

• Targeting based on the context of the website • This can take many forms, but in the present context, we're talking about something like showing bicycling-related ads on the website of a biking blog • Advertisers can choose through Google's platform what type of sites they wish to be displayed on.

Geographic Targeting (Display Ads)

• Targeting based on the location of the person browsing • This can be both at a broad level, and at a very narrow level • Broad: people in Denver searching for flights see different ads than people in Kansas City • Narrow: people at a mall (or even at a particular store within the mall) see ads for competitors -- The term geo-fencing comes up frequently

The FTC (Federal Trade Commission)

• The body that issues regulations in order to help protect consumers • One of their major goals is to prevent deceptive practices in all advertising—this includes online advertising

U.S. Copyright Law

• U.S. Copyright law protects "original works of authorship" in many media. • Currently, an "author" is automatically granted the rights of ownership. -- Those rights include the right to display, distribute, and change the work. -- You don't need to file a copyright or trademark something to have the rights.

Names ("branding elements") include:

• names • logos • symbols • slogans • copy (writing) • sounds and music • spokespeople • images and photography • product design • product packaging • any other customer interactions with the company (such as CX) (not limited to this list of examples) Names are "branding elements" - The pieces of creative content on marketing, websites, packaging, and the physical design of products that companies can manipulate in order to develop or nurture a brand.