Google Digital Marketing Certification
Why are search engines a great place for a business to be found?
People who search are actively looking for information, products or services
Why are links to your sight important? (backlinks)
They are like a vote of confidence, they are quality articles and people are referring to your site
What do KPIs do?
They help keep track of targets and goals
What should you consider when developing your website content?
What your customers are looking for
Images, headlines and clear navigation help in what setting?
When customers are looking at your website, they dont spend long.
What is the best way to put your social content in front of people who don't already follow you?
Whether the visitor clicked on a paid ad or organic listing
When did Archie come out?
1990 Allowed people to view file names, could not tell you what was on those pages
What a good example of a KPI?
"Increase sales figures by 25% from last year."
Mission statement example for businesses
"To inspire healthy communities"
Server
(Serves up right content when requested)
How to speed your websites up?
- Compress images - Simplify Design - Same background picture on each page
Max CPC
...refers to the most you, the advertiser, are willing to pay per click within your search engine marketing
"Call to actions" examples in Websites
1. Call now! 2. Get Directions 3. Buy Now
3 things to consider when you are doing keyword research
1. Frequency (how often do they search for things that are related to product) 2. Competition (look for ones that have less competition) 3. Relevance (if someone comes to site looking for strawberries, but you only sell blueberries, they will leave!
When targeting other countries, keep what 3 things in mind?
1. Language 2. Localization 3. Country Targeting
When identifying your USP, what are 4 key things to think about?
1. who is my competition 2. Target audience. 3. What problems do my target audience have and how can I solve them?
What does a browser do in terms of online content?
A browser figures out where online content is hosted and displays it to the user.
What should your search ad have in order to promote more clicks?
A call to action
What does each server have?
A different IP address
A robust social media plan includes which of the following?
A long-term schedule identifying when to post content
Quality score
A measurement of ad performance (CTR) and ad relevance, and landing page experience. Ads that are seen as relevant and that consumers respond to have higher quality scores. The firm uses quality score multiplied by the maximum CPC to determine an ad's display ranking.
Fill in the blank: Businesses should focus on social media platforms with _______.
A relevant audience
People that are in a rush will use what?
A search box, and make sure it is consistent
Which of these is an important factor in the paid search auction system?
Ad Relevancy
If you want ad only to come up with specific keywords, what do you do?
Add brackets [ ]
What is a unique selling proposition? USP
Amazons is next day delivery and customer service
What is a customer touchpoint?
Any stage that a potential or customer comes in contact with a business
Meta tags
Are used by the search engine, to generate the few sentences that follow the title Ex, two short sentences, reinforces title
What can businesses achieve by using social media?
Attract new audiences
What technology do search engines use to 'crawl' websites?
Bots
Which of the following is a good way to get other websites to link to your site?
Building relationships with similar sites
When creating a KPI, think of the following...
Can it be measured? Is it specific enough? Can employees obtain this?
What are ad networks? e.g., Google Display or Yahoo
Cost effective way to get attention of people on websites. It looks for ad spaces on websites and sorts out payments so one doesn't have to
ccTLD
Country code TLD - a two letter county code the suffix of a domain name.
Best way to support offsite optimization?
Create good content and social media
What is an online ad an example of?
Customer touchpoint
Adverts
Customize sentence to the search and add a call to action sentence.
Most people are used to reading in what colors?
Dark text over light backgrounds
Which details should you look to include on a business profile page on social media?
Description of the business
Which of the following is an example of a social media goal?
Drive more traffic to your store
When describing the about us page, in what tone and language should you be speaking?
Everyday language, not bussines or anything like that.
If you wanna test mobile friendly-ness what tool could you use?
Google Mobile friendly tool
If your KPI of answering to customers by 15 minutes is not happening based on volume, what should you do?
Hire more staff, and it will also avoid burn out
HTML
Hypertext Markup Language
What is the first step in creating an online business strategy?
Identifying business goals The first step is to clearly define your goals. Perhaps you would like to increase sales by 20%, or identify 100 potential customers? Setting goals will provide you with direction and a clear path to follow.
What is your homepage?
It is the "shop window"
If you come up on google, but you get no clicks, what does it mean?
It means that your website may not be relevant to what people are looking for when searching within your keywords
What was the issue with video before?
It needed a lot of juice, the costs are lower for internet and much faster now -not an issue for video ads now
Why is optimising customer touchpoints online beneficial for businesses?
It provides customers with value every time they come into contact with a brand, helping build trust Optimizing customer touchpoints online is a valuable way for businesses to build brand loyalty and trust. Once a business understands the relevant touchpoints their customer takes, the next step is to develop content that will keep customers engaged.
What is Google Search Console?
Its a service that tells you how your website is doing in Google search results. 1. Shows performance 2. Shows how it looks on Google
What are KPIs?
Key performance indicators - Anything that gets you closer to achieving your goal
What you can you do as part of your SEO plan?
Keyword Research Brainstorm solutions to improve what you found
negative keywords
Keywords that prevent an ad from showing up when specific terms are present. Block ad, useful because it will save you money
What for things can you use to establish a digital presence?
Local listings Website Social media Apps
What type of information can KPIs provide?
Long-term projections KPIs can help you to make smart business decisions from long-term projections about your business's growth and development. You can use these to evaluate how successful your online efforts may be towards reaching your business goals.
After keyword research, what do you do next?
Look up where your site is compared to others, then adjust and make a plan
Do online customers experiences experience all four stages of buying?
No - It could end at DO
Can search engines see images?
No - They can only see the description that you write for it Hence, dont have the title be "image 001"
Ranking
No matter what formula companies use, the goal is the same They want to show you the best result for you - Give you the most relevant results
If someone bid $2, and no one clicked on their add, did it cost the advertiser any money?
No, they dont pay if no one clicks.
If you pay more, do people win the auction?
No, they have to have a good quality score (1-10) Then multiply by the amount they are willing to pay per click
Is the SEO process over once you are finished executing the plan?
No, trends come and go
What are the differences between an offline and online customer?
Offline you visit store, inspect, price it out and purchase Online it comes in See ( you see your friends running route) Think (you think of buying the best running shoes, look for them) Do (make purchase) Care (share the photo)
What is an example of keyword stuffing?
Potato, potatoes, farm potatoes, organic potatoes
When expanding a business internationally, which of the following is most important to provide on your website?
Products and delivery details in the correct currency
How can you reduce the cost of your SEM?
Relevance
In an SEM auction, your Quality Score is based on which aspect of your ad?
Relevance
Natural Listings or Organic Listings
Results from a search engine that are notpaid adverts.
Which of these is a good practice to keep in mind when sending emails to your contacts?
Run an A/B test on your subject line to determine which one works best
When construing a USP, you can start with a what?
SWOT analysis
SEM
Search Engine Marketing (paid)
Crawling
Search engine make their away and are called spiders, bots, bots never stop and visit and revisit pages
When creating a business strategy, what do you need to do first?
Set goals
Best way to increase brand awareness?
Social Media
Addie runs a local bakery. After getting the business up and running over the last six months, she's now ready to create a digital presence. What do you think Addie should set up first: a social media profile or a mobile app?
Social Media A social media profile is a quick, simple and cheap way for Addie to establish an online presence. This should be the first step she takes to help customers engage with her and her business. After Addie has established her social media profile, she can then look at longer-term investments such as building a mobile app, which could help customers find out more information and place orders.
URLor Uniform Resource Locator
The unique address of a page or piece of digital content on the Internet.
Which of the following is an example of the type of data that advertising networks automatically collect and share with businesses?
The cost of each ad you publish
Everything after the (WWW.) is what?
The domain name
What will people type into the browser to find you?
The domain name
Landing Page
The first page on a website that a person usually sees—not necessarily the home page of that website.
What is a search query?
The keyword or phrase a user types into a search engine in order to find what they're looking for.
Indexing
The same coffee maker is on different sites, you want to make sure to create your own description to make sure yours shows and not theirs
About page on the website could include?
The story of the bussines and photos of best work
When trying to map out your customer touch points, what should you do?
Think about the journey they take Talk to customers to get real life information Analyze touch points performance
Which of the following can help a search engine understand what your page is about?
Title Tag
What is Keyword Research?
To find the words that your customer base are using to try to find products like yours Do this about once a year.
What is the purpose of the 'See, Think, Do, Care' framework?
To help a business understand the customer journey online Being aware of this journey helps a business to identify where they should invest their efforts in connecting with customers.
What is a good domain name?
To the point and easy to remember
An IP address is made up of a string of numbers that can be located by any device connected to the internet?
True
Every website is hosted on a server?
True
Organic Search
Unpaid results
Is the following statements true when it comes to running email campaigns for a business? There's no need to use sponsored ads within your email marketing
Yes
Are paid search ad results targeted at people who are already looking for a particular kind of product or service?
Yes, This means the marketing will be seen by people who are already very likely to make a visit to his shop.
Are headings embedded into the HTML code?
Yes, but people can still see it, both people and SE can see it
Does each country need a different webpage of the same thing?
Yes, mixing languages in the same page is hard for the search engines
CMS
customer management system - it
Which of these can Google Search Console help you to do?
helps understand which keywords people are searching for on Google
Segmentation
the process of dividing a larger market into smaller pieces based on one or more meaningfully shared characteristics
