Marketing Ch.12

MANUFACTURED BACKLINKS

-- intentional link-building When customers, business partners, or others with websites link their sites to yours after you have asked them to do so results in a manufactured backlinks. This type of backlink has value as long as it comes from a reputable website.

Crawling

--programs that visit every page of each site to determine what content they hold. --The content is stored in the datacenters that search engines maintain around the world.

CONVERSION

--what happens after a click, --when web visitors take the desired action on the page, such as making a purchase, subscribing, registering for an event, etc.

Advertisers using the CPM model pay a fixed rate for each one thousand impressions, regardless of whether the ads get clicks or not. Another way to pay for online display ads is by?

Cost-Per-Action (CPA) (aka Cost-Per-Acquisition). This model measures and charges advertisers for conversion, or the actions those who click on ads take once they reach the landing page.

What is the rate of incidents called of someone visiting a single page and then exiting the site from that page without visiting other pages on the site? Click rate Call-to-action rate Cost-per-click rate Bounce rate

Bounce rate

NATURAL BACKLINKS

Links from external sites that occur because someone found web content useful.

What are the links from external sites that occur because someone who found web content on the linked-to page useful? Natural backlink Manufactured backlink None of the above Self-created backlink

Natural backlink

The marketer who has succeeded in getting a page ranked as the top search result today may find that tomorrow the ranking has slipped. Why?

One reason is because another marketer, somewhere in the world, has done better or more recent SEO for a competing page. Another possible reason is because the search algorithm ranking criteria has changed.

Search Engine Results Page (SERP)

The results a search engine lists in response to a user query.

COST-PER-CLICK (CPC)

This is the amount of money an advertiser pays when someone clicks on its ad.

CLICKS

Whenever a PPC ad is clicked upon, a "click" occurs. A click is the first desired action an advertiser hopes that someone who sees the ad will take. A click takes the person who clicked to the web or landing page the advertiser designated when setting up the PPC ad.

Backlink

gaining quality and quantity of links from external sites,

SEARCH ENGINE MARKETING (SEM)

is the practice of exploiting the searches that people do by showing them targeted ads that relate to their searches in the SERP.

QUALITY SCORE

results from a Google metric that considers keywords, ads, and landing page experience. Higher Quality Scores improve SERP placement and lower ad costs.

2 important components to PPC advertising:

the ad itself and the web page --where the person who clicks on the ad goes as a result of clicking.

LANDING PAGE

A landing page is the page on a website that visitors are directed to when they click on a PPC ad.

Remarketing, also known as retargeting.

A special type of online display Almost all of us have noticed the phenomena of visiting a certain website and then shortly afterward seeing ads for the company's website we visited appearing in many of the other places we go online. It might seem highly coincidental, or even a little creepy, but it's really just a clever advertising strategy called remarketing. Remarketing relies on the use of "cookies," a bit of tracking data that gets stored on an individual's computer when he or she visits certain websites.

online display networks, consisting of ?

ADVERTISING NETWORK PUBLISHERS ADVERTISERS

Providing a great user or visitor experience begins with _____. Design URL Keywords Content

Design

SEO How does it work?

First, the search engine finds content that is relevant to the search a user has performed; then, it ranks the results and presents them to the searcher as a SERP. Knowledge of how a search engine algorithm works helps marketers know how to structure web pages to rank as high as possible in a SERP. The challenge is that search engine providers like Google do not publish the specifications of their algorithms. Marketers who set out to conduct SEO should also consider which search engine to optimize their website Ranking well for search requires marketers to address the known factors that the Google algorithm uses to determine search results rank: relevancy and popularity. (Popularity is sometimes called "authority.")

ADVERTISING NETWORK

Google. -- provides the network and infrastructure that manages ad inventory placement bidding to let advertisers run campaigns.

What occurs each time an ad is displayed? Cost-per-Click Impression Landing page Click

Impression

Clicks are usually a small subset of the number of _____. None of these Conversions Quality scores Impressions

Impressions

What is a Google metric that considers keyword quality, ads, and landing page experience? Crawling Indexing Impressions Quality score

Quality score

Displaying ads to people who have visited your website is an advertising technique known as _____. SEO Search marketing Phishing Remarketing

Remarketing

CLICK-THROUGH-RATE (CTR)

Represents the number of clicks to impressions number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.

SERP

Search Engine Results Page

One of the most important elements of digital marketing is _____. Bounce rate Quality score Pay-per-click Search engine optimization

Search engine optimization

What is SEO? Search engine optimization Search engine order Search energy optimization Search engine origination

Search engine optimization

What is the last step in creating a PPC ad campaign? Set targeting options Test the ad Create the PPC ad Build a landing page

Test the ad

Search engines are constantly performing 2 tasks:

Crawling indexing

IMPRESSIONS

In digital marketing, an impression occurs each time an ad is displayed. So, there is an impression each time a PPC ad appears, whether or not the ad is noticed. An ad must first get an impression before anything else

Indexing

Search engines create a listing of content stored online.

how does Google determine a page's popularity or authority?

it relies on links from other, quality web pages to determine how reputable a web page is

SELF-CREATED BACKLINKS

links that a marketer creates and embeds in places like forum posts, blog comments, online directory listings, or even online press releases

Search Engine Optimization (SEO)

make a website easier to find by ranking high on a search results page.

ADVERTISERS

people or organizations that create and pay for the ads The fundamentals of a good ad, however, are the same: --Create visual interest to attract attention --Communicate a compelling value proposition --Invite action through and easy-to-see call to action --Synchronize messages between the ad and the landing page

Link-building

the process of acquiring links from other websites to your own website

"Organic": search traffic

the traffic that comes to a site as a result of a search.

Why SEO is so Important?

-Businesses compete with one another, not just for sales, but for attention online --customers looking for solutions or information routinely perform online searches. -it's so important to pay attention to SEO and rank somewhere on the first SERP. -- Failing to rank high on the SERP dramatically limits its visibility to those who would buy the product or service.

An organization that relies on its website for visibility in the market should care about ensuring that the site is easy to find through the search process. Marketers, therefore, perform SEO on their websites to:

1)Have their web pages included in the results of as many searches as possible 2)Appear at the top of the first SERP, or as close to the top as possible

when performing on-page SEO:

DESIGN -Pages that look good on all devices, images of the ideal resolution and file size, easy-to-navigate content, and an overall pleasing aesthetic all contribute to design that works. CONTENT When visitors find content that is useful, they stay on pages longer, follow links on those pages, and use sharing icons on those pages to tell others about it. -- good grammar and spelling are factors on which a search engine will judge page content quality. KEYWORDS AND TITLES How marketers place keywords on a page makes a difference. putting important keywords in titles and headings is very important. PAGE TEXT Including keywords in the first paragraph or sentences of text on a web page is another way to improve a page's rank. URLs Search engines evaluate the text of a page's URL. For example, a URL of "www.domain.com/4B7#1q%" might have value because it is short, but it provides no clues about the page's content. By contrast, a URL of "www.domain.com/2021-product-buyers-guide" tells the visitor and the search engine what kind of content to expect. For this reason, the text of a URL is a ranking factor. LENGTH "length is strength." Pages that are thin when it comes to content will not rank as high as pages that have rich, in-depth content. UNIQUE CONTENT To rank well, pages need to have content not found on other site's pages. Google knows when content on one site is duplicated elsewhere on the web, and it knows where it first appeared. To rank well for search, unique content is necessary. IMAGES Images usually create a better user experience for a web page. When including images on a page, take advantage of the ability to identify images by using the keyword as part of the file name for the image. BOUNCE RATE AND DWELL TIME Google measures bounces, incidents of someone visiting a single page and then exiting the site from that page without visiting other pages on the site. It also measures dwell time, how long a visitor spent on your site. In general, lower bounce rates are better as are longer dwell times since they indicate that visitors are finding web page content valuable. PAGE LOAD TIME Visitors are relatively impatient when it comes to the length of time it takes a page to load in a browser. Google tends to favor pages that load quickly. It punishes pages that load slowly by lowering their ranking on the SERP.

Steps to a PPC Ad Campaign

STEP 1: DEFINE THE AUDIENCE The first rule of any successful advertising campaign is to understand as precisely as possible the ideal audience for the advertising. STEP 2: SET AN OBJECTIVE Fundamentally, PPC advertising is about generating clicks to take those who respond to the ad to a designated web page. It goes without saying that maximizing the number of clicks on an ad is an objective for any PPC ad. STEP 3: RESEARCH THE KEYWORDS For SEM, researching the keywords that should ideally trigger a PPC ad to display is the heart of the SEM process. STEP 4: BUILD A LANDING PAGE It may seem odd to build the landing page prior to creating the ad. Effective landing pages must have very high relevance to the PPC ads they support, including using the same keywords on the page that triggered the ad to display. The messaging of the text on the landing page must mirror that of the ad, with a high degree of consistency. STEP 5: CREATE THE PPC AD Creating PPC search ads is challenging because advertisers have so much to say and very limited space to say it using text only. Google PPC search ads all share common elements: two or three headlines, a link to the landing page, and a brief set of descriptive text. Google also allows various extensions to ads, such as telephone numbers, location, ratings, or other callouts. The ad itself needs to include relevant keywords that searchers are most likely to use when searching for whatever the ad promotes. The ad needs to accomplish all of these things within the limits of 30-character headlines and 80 characters of descriptive text. STEP 6: SET AD KEYWORD BIDS AND TARGETING OPTIONS Advertisers must decide how much they are willing to spend to get clicks on their ads. Bid too low, and competing ads with higher bids and quality scores will get better placement on the SERP. Bid too high and advertisers risk spending more money than necessary. Fortunately, the Google keyword planner provides some data to help advertisers set initial bids for keywords that should trigger an ad impression. STEP 7: TEST THE AD One of the biggest mistakes that marketers make is assuming they've written great ads but not testing ads to improve their performance. The testing process known as A/B testing is simple but often omitted. It involves creating two versions of an ad, an "A" and a "B" version. A slight variation will exist between the two versions, such as different headlines, or different CTAs. Both ads will run simultaneously, and advertisers will compare their performance to see which one produces the highest CTR. Only the best performing ad is continued, and a new ad is then developed to keep the testing process and learning ongoing.

CALL-TO-ACTION (CTA)

The CTA is usually displayed in a landing page button that very clearly indicates what a marketer hopes the visitor will do as a result of visiting the page. EX) CTAs are usually shown in prominent buttons, in easily distinguishable colors, and with text such as "Buy Now!," "Download," "Subscribe," or "Register."

PPC is remarkably simple to understand when it comes to cost:

advertisers pay to have ads run online, and the only time the advertiser pays is when the ad is clicked on. Marketers run PPC ads with the hope that the ideal audience will see the ads and click on them.

another class of ads that give marketers a powerful way to connect with potential customers

online display adds

PUBLISHERS

people or organizations that own the websites that accept advertising. The Google Display Network (GDN) has over 2 million websites in its network. Participating websites agree to let Google place ads on their sites in exchange for part of the advertising revenue.