Quiz 3 - Digital media and Advertising

keyboard stuffing

("If you're looking for the best laptop bag, look no further. Our brand offers the best laptop bag that you could want for business or pleasure. With padding in our liners and a special pocket for your charger, this is the best laptop bag for travel or school.")

phony backlinking

(Backlinks are links from a page on one website to another. If someone links to your site, then you have a backlink from them. If you link to another site, then they have a backlink from you.)

Cloaking - misrepresented description of site content

(Cloaking is a SEO technique in which the content presented to the search engine spider (crawler) is different from that presented in the user's browser.

First, get your SEO under control, then move on to SEM. Nearly HALF of digital marketing budgets are spent on search, with 31% on paid search and 18% on SEO

(SEM) Paid Search Advertising should be used as a complement (not compliment) to SEO.

email spam

(Spam email is unsolicited and unwanted junk email sent out in bulk to an indiscriminate recipient list. Typically, spam is sent for commercial purposes. It can be sent in massive volume by botnets, networks of infected computers.

Meta Description

A description of a page's content. Should include you keyword or phrase. Snippet will display up to 160 characters of this

Keyword Mapping

A detailed plan of where you will use your keywords in your online content so that when these keywords are searched, users will be directed to the specific pages you want them to see.

true

A good example of offline marketing is a car dealership showroom.

false

A good example of online marketing is the produce section of the supermarket.

Search ad

A type of contextual advertising through which website owners pay an advertising fee, usually based on click-through rate or ad views, to have their ad shown on search result pages - has a headline, description copy, display URL, rating, review, sidelinks, and callouts

true

Attribution Models measure the effectiveness of your media mix.

true. Definition: The total worth to a business of a customer over the whole period of their relationship.

CLV measures ROI on ad expenditures/investment over the lifetime of a customer.

Customer Lifetime Value

CLV stands for:

high quality leads

Clicks convert to at a much higher rate due to the ability to target users deeper in the purchase funnel

‒ Generating brand awareness ‒ Non-immediate sale products (new car, vacation destination) ‒ Advertising using photography/images

DA is great for:

• To get their questions answered • Research • Shopping • Dining • Travel • News • Company Information

Why do People use Search?

• The demand for marketers skilled in Google Ads is high, while the supply of qualified candidates is relatively low • This certification can help you land a job • Read the article by Will Chou and save it for later

Why get a Google Ads certification?

keyword research

a practice search engine optimization professionals use to find and research alternative search terms that people enter into search engines while looking for a similar subject

URL (Uniform Resource Locator)

a string that provides the information location or complete internet address of a webpage

title tag

an HTML element that specifies the title of a web page. Title tags are displayed on search engine results pages (SERPs) as the clickable headline for a given result, and are important for usability, SEO, and social sharing.

Google Trends

can help you find insights about your client's product or service - seasonality -competitive insights - market growth - geographic priorities - most/least searched terms - related searches this helps you to understand your customers and industry so you can develop a more strategic approach to your campaign

internal linking

connecting pages of an organization's website to one another, an approach that leads to a search engine's ability to crawl the site Site navigation is the main benefit of internal linking. When ________ ___________ is optimized, this lowers the bounce rate on your site.

Crawl

how Google looks for new or updated web pages

Web hosting

is a service that allows organizations and individuals to post a website or web page onto the Internet. A web host, or web hosting service provider, is a business that provides the technologies and services needed for the website or webpage to be viewed on the Internet.

Quality Score

is an estimate of the quality of your ads,keywords and landing pages. is determined by evaluating the relevance between the keyword a consumer searches for, the ad they are served, and the landing page you drive them to

Keyword targeting

is using keywords relevant to your product or service in website and ad copy to achieve a top listing in the search engines. Proper keyword research is vital to determine which keywords your business should be targeting. Choose unique keywords for each page.

optimize

make the best or most effective use of (a situation, opportunity, or resource).

Keyword

term used to find information a user is seeking

googlebot

the generic name of Google's Crawler. Googlebots crawl the web constantly

click through rate (CTR)

the rate at which an ad is clicked on in the search results page (Clicks / Impressions)

Index

where Google stores all registered web pages

Creative

‒ Ads have format and character limits ‒ They are primarily text-based, though Bing is experimenting with images in ads

Retargeting

‒ Cookie-based technology follows the user around the internet

Demo targeting

‒ Demographic targeting is becoming available for search, but is not applicable in all cases ‒ Because users are searching for specific topics, they are qualified customers regardless of their demo

Native Advertising

‒ Looks like regular content but is actually an ad ‒ Can be misleading to consumers - should be marked as "sponsored content" ‒ Often found in Social Media Feeds ‒ Often disguised as authentic information as an "advertorial" ‒ Goal of Native Advertising is brand awareness

Flighting

‒ Paid search works best as an ongoing endeavor ‒ Minimum recommended flight length is 3-6 months

Display Advertising

• Display ads have NOTHING TO DO with Search • Customers are not necessarily looking for the advertiser • Display Ads deploy when advertiser is looking for you = "Push" Marketing • DA pops up when people are browsing the web

Search Engine Advertising (SEA)

• SEA is also known as PPC - Pay Per Click • SEA is good for prospects who are ready to buy • SEA deploys when people are looking for you = "Pull" Marketing

false

Pull marketing is when the consumer watches a TV commercial.

truee

Push marketing is when the advertiser looksfor the consumer.

The cost you pay for a click depends on a number of factors, but having a high Quality Score on a search engine is key to keeping costs down In general, the higher your Quality Score, the less you will have to pay for a click. That's why Branded clicks are often your least expensive, because no one is more relevant for your branded terms than you are

Quality Score is Key

Why is the progress of your SEO plan hard to determine? • The Google Algorithm is constantly changing • The competition is always changing their approach • Searchers are continuously changing the way they interact with your site

SEO is an exercise in continuous improvement and the job is never done. Technology is evolving at the speed of light. SEO is not a DIY sport. It takes time and specialized expertise. SEO is a marathon, not a sprint.

Blended Search

SEO is more about than just being found in a Google listing when someone does a keyword search Blended Search Results Examples: • Google SERP • Video • News Content • Maps • Local Listings, i.e. Google My Business • Amazon Echo - "Hey Alexa"

How do you submit your sitemap to google? Via Google Search Console, you can directly communicate to Google that your website exists and tell them all the specific pages on it.

Search Ad listing components - URL - meta description - title Content is King(and there is no "beating the algorithm") Google My Business listings are free.

UNPAID media

Search Engine Optimization is

SEO

Search Engine Optimization. The process of improving a page's organic page rankings (rank in search results).

Delivering content to the user that best matches the user's query. Search Engines do not care about selling product.

Search Engines care about one thing:

Looks at the product at the store and then makes the purchase online.

Showrooming is when the consumer:

Danny Sullivan in 2001.

The term "Search Engine Marketing" was popularized by

Extremely efficient

There is no waste because you only pay when people click on the client's ad

- Lots of steps in the process - Time consuming - Requires specialized knowledge

To set up an SEM campaign, you need to knowhow to work the SEM platform tool, i.e. Google Ads

• Search Engine Marketing - SEO and SEA • Display Advertising • Social Media • Affiliate Marketing • Native Advertising • Retargeting

Types of Online Advertising You Need to Know

Is the process of gaining website traffic by purchasing ads on search engines. a form of internet marketing that involves the promotion of web content primarily through paid advertising. Is PAID Media The ultimate name of the game is to get users to click on your content. - You can be on page one, but if nobody clicks on your link, it does not matter.

WHAT IS SEARCH ENGINE MARKETING?

Keyboard stuffing email spam phony backlinking Cloaking - misrepresented description of site content If Google detects cheating, your site will be blacklisted.

Ways people try to "beat the algorithim"

A local citation is any online mention of the name, address, and phone number for a local business. Citations can occur on local business directories, on websites and apps, and on social platforms. Citations help Internet users to discover local businesses and can also impact local search engine rankings.

What are Citations?

"Search Engine Results Page"

What does SERP stand for?

A direct answer to a search query without sending the user to a web page. Featured Snippets answer questions, i.e.: How do you lay tile? Featured Snippets are viewed as threats to online advertisers. Why? Google will always do what is best for the customer. Google provides you with the answer to your query without sending you to a specific website - so you don't have to dig for the content you are seeking.

What is a Featured Snippet?

A domain is your website name (the "human" name of your IP address) - www.yourdomainname.com Domain name must be registered before you can use it. Every domain name is unique. No two are alike. The price of a domain name typically runs between $15-25 per year. a part of URL which is a more human-friendly form of an IP address.

What is a domain name?

A rule or set of rules that determines how credit for sales and conversions should be assigned. In simple terms, an ___________ ________ is a "Path to Purchase."

What is an Attribution Model?

Driving Conversions: A conversion action occurs when the user executes the desired activity .i.e., Read the book, buy the car, visit the museum, donate to the cause, watch the video

When it comes to SEO, Marketers should care about one thing:

neither, online or offline is more important. they're BOTH important

Which Marketing Channel is more important?

CEO VP of Marketing Digital Agency • Content Strategist • Programmer • Coder

Who is Responsible for SEO?

intent

A consumer's motivation in any search is known as _________

Attract more engaged visitors from search engines who are most likely to convert into customers?

The name of the SEO game is to:

branding

- Paid search is a "pull" medium rather than a "push" medium ‒ Unlike most traditional media (TV/Radio/OOH/etc.) and digital Display Ads, people have to actively search for a product or service name to see related ads

1. traffic from SEO is free 2. traffic from SEO is consistent 3. traffic from SEO reaches Google's audience

3 Key Benefits of SEO

Relevance - how well a local listing matches a user's search term Proximity - how close geographically the user is to the business Prominence - how well-known your business is across the web via: -Citations - the more consistent (spelling, punctuation, capitalization, the name of the business), the better. -Positive Reviews

3 factors influence rankings on local search results:

low/no cost creative

Ads are text only and can be produced quickly to test various messages (promotions, special offers, etc.)

Hyper targeted

Ads only appear where/when users search for keywords related to products or services

The Algorithm determines how search results are developed. There are hundreds of factors that determine how search results come up on a web page.

Algorithms and how they work

Last Click Attribution means:

All the credit for a sale goes to an online ad, even though other media channels were used to promote the product or service.

an Ad Auction before appearing in the SERPs.

Every Google Ad you see goes through a(n) what?

• Geography • History of your previous searches • Sites that you go to a lot, ones that you prefer

Every search produces different results. Variations depend on:

Your Maximum Bid Your Quality Score

Google considers two main factors when determining which ads to place on the SERP:

SEO is a subset of SEM A CONVERSION IS THE DESIRED ACTION Mobile accounts for 50% of all online searches according to Statistica.

Google's search engine marketing is one of the western world's marketing leaders, while its search engine marketing is its biggest source of profit.

• Your site traffic will steadily increase • Users will spend more time on your pages • Your bounce rate will decrease over time • Your conversion rates will increase • The number of backlinks to your site will increase • Your content will be shared by users on other channels

How do you know your SEO Plan is working?

First, you need content, i.e. a website or landing pages. The goal: direct qualified visitors to your content so they will convert (take the desired action). Use an SEM platform, i.e., Google Adwords, to program your campaign. Deploy your campaign and analyze its results. Fine tune based on what you learn so you can increase your conversions and lower your ad spend.

How does Search Engine Advertising work?

• Library no longer the only game in town • Reduced demand for printed books • Lesser need to go to tradeshows• No need to go home to look something up - just use your phone • Lesser need to go to the store • No more phone books • Information is transmitting at the speed of light

How has SEO changed the world?

• Content • Technical (architecture of a site/content • Social Sharing

Major Search Engine Ranking Factors:

Click

Metric which measures the number of times a user has interacted with an PPC ad (Click, Click to Call, etc.

Impression

Metric which measures the number of times an ad is served to a user on the search results page

true

Omni-channel shopping is when consumers are exposed to both online and offline advertising messages before making a purchasing decision.

Branding Demo targeting creative flighting

Paid Search Cons

flexible

Real time bidding with no contracts allows you to pause, change, optimize on the fly

‒ Limited marketing budgets ‒ Low organic traffic to website ‒ A very specific product for sale (i.e, swimsuits, compression stockings) ‒ Desire to attract quality leads

SEA is great for advertisers with:

• You only pay for what searchers click on • Analytics tools can prove/disprove Marketing ROI • Fish where the fish are - everyone is online

SEM (Search Engine Marketing) spending is growing exponentially. Why?

SEO • Search Engine Advertising • Paid Submission (Content appears in paid online directories)

SEM encompasses:

Step One: Choose your Domain Name Carefully Step Two: Choose a reputable Web Hosting Provider Step Three: Perform Keyword Research Step Four: Plan out your Site's Architecture - Most sites should have a pyramid structure to make it easy for visitors. To navigate between pages to find what they need. Step Five: Use a Mobile-Friendly Design Step Six: Target Primary Keywords for Each Page. Step Seven: Optimize Page URLs Step Eight: Optimize Title Tags Step Nine: Optimize Images Steps Ten: Optimize Header Tags Step Eleven: Optimize Text on the Page Step Twelve: Write Unique Meta Descriptions Step Thirteen: Link to other pages on your Web Site Step Fourteen: Submit your Sitemap to Google Step Fifteen: Create an SEO Plan for the Future

SEO "How To" for Beginners

Awareness - Consideration - Intent - Decision

Stages of the Purchase Funnel are:

• Name (caption) your images descriptively and in plain language • Choose your image dimensions and product angles wisely • Choose the right file type • Test your images

Step Nine: Optimize Images

Google Ads Bing Ads Yahoo Search Ads

The 3 Major Search Platforms are:

1. account - email, password, billing information 2. campaign - budget, locations, language, networks (search or display), ad extensions, start/end dates and more 3. ad groups - sets of ads/keywords segmented by topic and destination URL 4. ads - the ad itself 5. keywords - words or phrases that are assigned to the ad groups

The Basic Structure of a Google Adwords Campaign

With SEM, everyone reached by your campaign is actually looking for your products. Therefore, the likelihood of conversion compared to other forms of advertising is very high.

The Major Benefit of SEM:

Cost per click (CPC)

The cost advertisers pay search engines and websites for one click on their ad.

Cost per conversion / Lead (CPL)

The cost an advertiser pays to drive a conversion or lead on their website. (Cost / Leads)

bounce rate

an internet marketing term used in web traffic analysis. it represents the percentage of visitors who enter the site and then leave rather than continuing to view other pages within the same site.

Google Ads

an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content and generate mobile applications installs within the google ad network to web users October 23, 2000 - release date

Backlinks

are links to your site from other websites. This builds your site's Search Engine Authority, or trustworthiness.

Longtail keywords

are those three and four keyword phrases which are very, very specific to whatever you are selling. You see, whenever a customer uses a highly specific search phrase, they tend to be looking for exactly what they are actually going to buy.

crawler

automated software that fetches pages from the web and indexes them