Study Guide
Step 3: Implementation
- assign key performance indicators for the campaign - use appropriate targeting tools: google display planner - pilot testing, AB testing, etc.
step 4: control
- platform: role of measuring the overall success of campaign - ad effectiveness - analytics (on success of the campaign - ad optimization based on goals and objectives
step 2: planning
- set the advertising budget - choose media: channels/website/apps - select ad format: static, rich media, animation, interactive - product ad copies: message, creative, design, storyboard
step 1: analysis
- set the advertising goals: direct response (immediate or near-term sale) AND long- term demand generation (brand building (positioning or repositioning products) OR Customer loyalty (repeated exposures, repeat purchase) - identify customer segments (who are your customers based on demographics and behavioral) - find the right publishers and platforms: manage the campaign using the right tools and channels
stages of decision making
1. INITIAL CONSIDERATION SET: The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points 2. ACTIVE EVALUATION: Consumers add or subtract brands as they evaluate what they want 3. MOMENT OF PURCHASE: Ultimately the consumer selects a brand at the moment of purchase 4. POSTPURCHASE EXPERIENCE: After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey
communication between servers
1. a user requests a web page, 2. The content server returns page content with ad html to user, 3. User then requests ad, 4. Ad server displays ads for user.
Advertising Process
1. analysis 2. planning 3. implementation 4. control
link
A URL embedded on a web page. If you click on the link, you will be taken to that page
clickthrough
A click on a text ad link that leads to a website
organic results
Also known as natural results. Search results served by the search engine's algorithm. The search engine does not charge website owners to list these results.
geo-targeting
Online advertising has the ability to target markets by country, province or city and can even drill them down to something as specific as their IP address
Search engine results page (SERP)
The actual results returned to the user based on the search query. Sponsored results are search engine results that are paid for by the advertiser.
domain name
The easy-to-read name used to identify an IP address of a server that distinguishes it from other systems on the World Wide Web: EX: redandyellow.com or amazon.com
homepage
The first page of any website. The home page gives users a glimpse into what your site is about very much like the index in a book, or contents page in a magazine.
conversion rate
The number of conversions divided by the number of visitors, expressed as a percentage
landing page
The page a user reaches when clicking on a paid or organic search engine listing. The pages that have the most success are those that match up as closely as possible with users' search queries.
Return on investment (ROI)
The ratio of profit to cost.
display URL
The webpage address that appears with your ad, typically shown in green text, gives people an idea of where they'll arrive after they click an ad.
roadblocks
This allows an advertiser to own 100% of the advertising inventory on a page
sequencing
This ensures that a user sees adverts in a particular order.
exclusivity
This ensures that adverts from direct competitors are not shown on the same page.
frequency capping
This limits the number of times a specific user sees the same advert in a set time period.
importance of Long Tail
This means that the sum of searches that are unique is higher than the sum of non-unique searches // long-tail phrases are generally cheaper and lead to a higher rate of conversions, you will need to use a much larger number of them to make up for the lower traffic volume that they generate. // For example, if you sell cameras, targeting the term 'camera' may not bring in much-targeted traffic (since users searching for 'camera' may be looking for information, pictures, price comparisons, or even something completely unrelated). But users looking for 'buy Canon DSLR camera in London' has a clear intention in mind and could be a great target for advertising.
Most popular forms of display advertising
U.S. ranking of digital ad spending: Display advertisements is the most popular (types: banners coming in first, video in second, rich media in third, sponsorships in fourth), search is second // retail spends the most on digital advertising, automotive in second then financial services in third // Google #1 as major global digital ad seller ($103 billion), #2 Facebook ($67 million)
Generalized Second Price Auction
Used by Google where advertisers pay minimum amount necessary to maintain their position, Advertisers ranked according to bid and click through rate, Upon a click, advertiser is charged a minimum amount required to maintain position in ranking, Automatic matching of keywords and queries, Ad rank = CPC bid x quality score (PCTR)
demographic/social serving
Websites gather demographic data about users and then serve each user targeted and relevant advertising
referrer
When a user clicks on a link from one site to another, the site the user has left is the _________. This information is vital in determining which queries are being used to find specific sites.
banner ads
a graphic image or animation displayed on a website for advertising purposes. size (both dimensions and file size) does matter, you can expect varying rates of clickthroughs and conversions across the range of sizes. EX: skyscraper goes from top to bottom
Key performance indicator (KPI)
a metric that shows whether an objective is being achieved
web analytics
a software tool that collects data on website users, based on metrics to measure its performance
Pay Per Click (PPC) Advertising
a way to advertise your business or product directly on search engine results pages, where the advertiser pays only for each click on their advert. Is keyword based. This means that it is triggered by the search term that a user enters into a search engine. Advertisers target the keywords for which they want their site to appear.
PageRank
an algorithm used by Google Search to rank web pages in their search engine results. Named after Larry Page, one of the founders of Google // a way of measuring the importance of website page
banner ads
an online advertisement in the form of a graphic image that appears on a web page, including mobile sites, Usually at the top of a web page EX: US Open Ad on NY Times online
exact match
appear for search terms only exactly the same as the keywords selected// most precise method, enclosed in brackets EX: [pink purse] will trigger an ad but not pink purse store
Sponsored results
are an option that Google offers to sites and businesses that want to pay a fee to appear in the search results for relevant search queries. These differ from the organic Google results in that they're paid.
examples of Black Hat SEO
avoid hidden text or hidden links, don't use cloaking or sneaky redirects, don't send automated queries to Google, don't load pages with irrelevant keywords, don't create multiple page, subdomains, or domains with substantially duplicated content, don't create pages that include malicious behavior such as phishing or installing viruses, Trojans or other malware, Avoid 'doorway' pages created just for search engines or other 'cookie cutter' approaches, such as affiliate programmes with little or no original content, avoid link farms and focus on attracting quality, valuable links // in class-google penalizes overstock for search tactics, google
role of advertisers
create ads, choose format/ publisher and platform (P&G Gillette, GoPro, AT&T)
loyalty programs
extrinsic motivator - are perfected to a science and give recommendations. Evolved over a period of time EX: Amazon, Kroger, Netflix, Costco
scarcity
extrinsic motivator - creates a word of mouth (free advertising) EX: gmail- invite only, limited edition games
free content or downloads
extrinsic motivator - in exchange for contact details, often used for subsequent marketing activities
negative intrinsic motivator
fear, embarrassment and inertia are some powerful drivers that rely on negative emotions.
Google Adwords
google's PPC program, which allows advertisers to display their adverts on relevant search results and across Google's content network
search engines
help users find what they're looking for. They list the best results first, looking for signals of popularity, authority, relevance, trust and importance.
online advertising objectives
increase sales, improve brand awareness, engage customers and raise share of voice in the marketplace. It is based on the simple economics of demand and supply. Advertisers aim to stimulate a consumer need (demand) and then satisfy that need (supply).
confirmation bias
information bias - ** only focusing on the information that confirms your beliefs (and ignoring disconfirming information) EX: buying news channels that are fit to your political party
occam's razor
information bias - assuming that an obvious choice is the best choice
myopia bias
information bias - interpreting the world around you in a way that is purely based on your own experiences and beliefs (not seeing the long term effects of your decisions)
knee-jerk bias
information bias - making a quick decision in a circumstance where slower, more precise decision-making is needed EX: impulse buy
inertia bias
information bias - thinking and acting in a way that is familiar or comfortable
silo effect
information bias - using a narrow approach to form a decision
enjoyment and fun
intrinsic motivator - few intrinsic motivators are as powerful as the desire to have a good time.
love
intrinsic motivator - not just romantic love, but also the love of an activity or outcome.
self expression
intrinsic motivator - some people act in a certain way because of what they feel the action says about them.
personal values
intrinsic motivator - values instilled through cultural, religious, social or other means can be powerful motivators
Achievement or competence
intrinsic motivator - when people challenge themselves, take a meaningful personal risk, or attain a long-desired goal, they are acting because of an intrinsic motivation.
third party cookies
is placed on a user's hard disk by a Web site from a domain other than the one a user is visiting // often set by advertising networks that a site may subscribe to in the hopes of driving up sales or page hits
dynamic keywords
keywords that change with the user query, takes keyword from your (advertiser) keyword list and matches it with the user's query automatically, usually marked in bold, a downside is that there are more clicks with less conversions
display advertisement position
left is most effective for english, right is more effective for those who read right to left, bottom of page
indexing
means that the page is eligible to show up in Google's search results and have a ranking/ improve the ranking of your web pages
Relevance
measures how closely related your keyword is to your ads. Three statuses: above average, average or below average. Below average means that the ad or keyword may not be specific enough
tracking
measuring the effectiveness of a campaign by collecting and evaluating statistics
retargeting (search)
online ad is shown to user who previously searched using a particular search term EX: in January you started browsing for a car on multiple websites, clicked on an ad. Decide not to buy a car at that time. When you search again in July, the same ads from January are popping back up
retargeting (website)
online ad is shown to user who previously visited a website but did not convert
flat rate/ sponsorship
owners of lower-traffic sites sell banner space at a fixed cost per month regardless of the amount of traffic or impressions
cognitive biases
prejudices and preferences, as well as common ways of thinking that are inherently flawed
demographic targeting
publisher uses data that customer has volunteered such as age, gender, location and interests to choose whom to display ads to
Cost per acquisition (CPA)
refers to the cost of acquiring a new customer. The new advertiser pays only when a desired action is achieved (sometimes called cost per lead)
Black Hat SEO
refers to trying to game the search engines. These SEOs use dubious means to achieve high rankings and the search engines occasionally blacklist their websites.
Cost per click (CPC)
refers to when an advertiser pays only when their ad is clicked on, giving them a visitor to their site typically from a search engine in pay-per-click search marketing or programmatic CPC buying engines
Cost per click (CPC)
refers to when an advertiser pays only when their ad is clicked on, giving them a visitor to their site typically from a search engine in pay-per-click search marketing or programmatic buying engines
White hat SEO
refers to working within the parameters set by the search engines to optimize a website for better user experience. Search engines want to send users to the website that is best suited to their needs, so white hat SEO should ensure that users can and what they are looking for.
role of publishers
serve ads through the site, WEBSITES
ad extensions
several ways to add value or information to search adverts EX: location, call/ phone number, app, review, sitelink, callout (additional text such as more info about business, product or service)
Zero Moment of Truth (ZMOT)
stage of decision making EX: standing in an aisle at a grocery store and looking a product up on google and reading reviews
meta tags
tags that tell search engine spiders exactly what a web page is about. It's important that they are optimized for the targeted keywords. They are made up of titles, descriptions and keywords.
act-alike targeting
targeting based on users having click-through paths which resemble successful conversions
look-alike targeting
targeting based on users having similar characteristics to current customers
Search index
the back end of a search engine that stores the different webpages
ad server
the delivery of ads by a server to an end user's computer on which the ads are then displayed by a browser or cached; to help publishers manage their ad inventory and to help advertisers monitor and optimize their campaigns
ad server
the technology that places ads on websites
broad match
your advert will appear for the keywords you have entered, as well as search terms that contain your keywords and any other words in any order, as well as some variations of your keywords such as misspellings and synonyms // reaches widest audience and not in same sequence EX: sale purse = purse sale ads will appear
purchase funnel
(# of prospective purchasers goes down from awareness to action) AWARENESS (market potential), INTEREST (suspects), DESIRE (prospects), ACTION (customers)
heading tags
(H1, H2, H3, etc.) are standard elements used to define headings and subheadings on a web page. The number indicates the importance, so H1 tags are viewed by spiders as being more important than H3 tags. Using target keywords in your H tags is essential for effective SEO.
backlink (inbound link)
All the links from pages on external domains pointing to pages on your own domain. Each link from an external domain to a specific page is known as an inbound/backlink. The number of backlinks influences your ranking, so the more backlinks the better, get linking!
hyperlink
A link in an electronic document that allows you, once you click on it, to follow the link to the relevant web page
Quality score (QS)
A measure used by Google AdWords to indicate how relevant a keyword is to an ad text and to a user's search query.
link bait
A technique for creating content that is specifically designed to attract links from other web pages.
anchor text
A text link, or backlink, that refers visitors to your site from another with SEO benefits, passing relevance and authority from the referring site.
URL (Uniform Resource Locator)
A web address that is unique to every page on the Internet.
day and time
Advertisers can choose the time of day or day of the week when their adverts are shown.
Cost Per Engagement (CPE)
Advertisers pay for the rollover advertisements, placed in videos or Applications based on the interactions with that advertisement EX: mobile and gaming platforms, swiping through advertisements
impression
Each time an advert is shown.
ad extensions
For a search advertiser, these offer a way to get additional information into a search advert without affecting standard advert copy limits
measuring display ad effectiveness
How you measure the success of an online advertising campaign will depend heavily on the objectives you set for that campaign; As an example, if your objective is awareness, you may want to look into the following (key performance indicators) KPIs, among others: Number of visits to your website, Amount of user engagement (measured by time on site, comments on or shares of a social ad), Number of product views, Number of brochure downloads
negative intrinsic
I need to do this or I'll feel bad
positive intrinsic
I want to do this to feel good
positive extrinsic
If I do this, I'll get a reward EX: likes on a post
negative extrinsic
If I don't do this, I'll face a penalty
Flat rate (or Sponsorship)
Owners of lower traffic sites sell banner space at a fixed cost per month regardless of the amount of traffic or impressions
search engine spiders
Programs that travel the web, following links and building up the indexes of search engines.
spider/crawler
Programs that travel the web, following links and building up the indexes of search engines. gained the name because they crawl through a site a page at a time, following the links to other pages on the site until all pages have been read.
contextual targeting
ad is matched to content is displayed alongside EX: done by the search engines, you're writing a cooking blog and receive ads from Heinz
ad rank
ads at the top of the page generally have the following qualities: very relevant to a user's search query, consistently perform well with high CTRs over time, the CPC bid is competitive and outbids other ads of the same quality
floating ad
advert appears in a layer over the content but is not in a separate window. Usually, the user can close this advert Ex: encourage newsletter signups or social media likes rather than to advertise a product
phrase match
advert will appear only for search terms that have your keywords in them, in the same order// must be in exact sequence, enclosed in quotes EX: "pink and purple purses" in that order will trigger an ad
real time targeting
advertiser has power to decide in 'real-time' whether to serve an ad to a customer based on data the website shares with them about that user
Cost per Acquisition (CPA)
advertiser only pays when an advertisement delivers an acquisition
cost per thousand impression (CPM)
advertiser pays each time the advertisement appears on the publisher's page EX: used often in television ads
pop ups and pop unders
adverts that pop up, or under, the web page being viewed. They open in a new, smaller window. You will see a pop-up straight away, but will probably become aware of a pop-under only after you close your browser window. Prominent in the early days of online advertising, but audience annoyance means that there are now 'blockers' built into most good web browsers EX: Congratulations! You've been chosen to receive a FREE trip to MGM
PageRank
algorithm to display web pages on SERP
ad networks
all the websites that are subscribed to the same platform, track the customers across different websites // is a group of websites on which adverts can be purchased through a single sales entity. It could be a collection of sites owned by the same publisher, for example, New Line Cinema, Time Inc. and HBO are all owned by Time Warner Inc., or it could be an affiliation of sites that share a representative, advertising networks can categorize the sites by factors such as demographics, topic, or area of interest
link popularity
allow a user to go from one web page to another. Search engines, mimicking the behavior of humans, also follow links. When one page links to another, it is as if that page is voting or vouching for the destination page. Generally, the more votes a website receives, the more trusted it becomes, the more important it is deemed and the better it will rank on search engines. Help send signals of trust, help to validate relevance
Cost per click (CPC)
also called pay per click (PPC)- advertiser only pays when their advertisement is clicked on by an interested party EX: niche markets, service industry - lawyers, dentists or hotels in Hawaii during summer
bidding process
also called the maximum cost per click (CPC). In the GSP auction, each advertiser will pay the bid of the advertiser below him, plus a standard increment (typically US $0.01), for a click on their advert.
Cost per mile/thousand Impression (CPM)
amount paid for every 1,000 impressions served of an advertisement
bundled content
extrinsic motivator - EX: Laptop and Antivirus
ad exchange
balance the mismatch if there are extra ad space and no advertiser OR extra advertisers with no space
ad exchanges
balance the mismatch if there are extra ad space and no advertiser OR extra advertisers with no space // are where unsold advertising space, called inventory is placed by publishers for bidding. The inventory is sold to the highest bidding advertiser. Giving advertisers far more control, this type of advertising mimics the PPC model of search advertising (GSP auction) but bids are for audience profiles and space rather than for keywords. It allows publishers to fill unsold inventory at the highest available price and can give smaller advertisers access to this inventory.
interstitial/ transitional banner
banners shown between pages on a website or, more often, between screens on an app. As you click from one page to another, you are shown this advert before the next page is displayed EX: when you log into your Chase account, a screen pops up asking you if you want to open a credit card or go paperless, you have to click no or 'continue to page' to exit out of ad
off-site/ off-page SEO
building links to the website, marketing tactics so that other locations link back to the page. Used to increase popularity like social media and digital PR
limited-time specials and discounts
extrinsic motivator - EX: hotel booking "only one room left"
Search Engine Optimization (SEO)
called organic or natural optimization, involves optimizing websites to achieve high rankings on search engines for certain selected keywords. Generally, techniques used for optimizing on one search engine will also help efforts across others. Five main areas: friendly website structure, well-research list of keywords, content optimized to target those keywords, link popularity and user insights
on-site/ on-page SEO
changing content, code or structure of the website
disadvantages of digital advertising
click frauds (sophisticated technologies, automated scripts that continue to click ads), technical obstacles, connection speed (broadband connections), advertising fatigue (people become bored over a period of time), ad blockers
Clickthrough Rate (CTR)
clicks/ impressions, shown as a % conversion. A visitor completing a target action
click-through rate (CTR)
clicks/ impressions, shown as a % conversion. A visitor completing a target action
outbound marketing
companies are paying for something to reach consumers EX: all advertising
inbound marketing
consumers are seeking out information about brand, search engine optimization plays a large role EX: search engines
ad group
contains one or more ads that share similar targets. Many advertisers find it helpful to base them on the sections or categories that appear on their website. EX: let's say you sell desserts, beverages, and snacks on your website. Your keywords cupcakes, pumpkin pie, cookies, ice cream would fall under the ____ titled desserts. The keywords soda, coffee, orange juice, iced tea would fall under the ____ titled beverages
display network/ ad network
content websites that serve pay-per-click adverts from the same provider, such as Adwords
ancillary benefits
extrinsic motivator - EX: free parking at the shopping center if you spend over a certain amount at a specific store
negative match
denoted by using a dash in front of the keywords; -negative means that your advert will not appear in searches using that word, no matter what other words are used
quality score
determined by the relevance of the keyword to the search term, the relevance of the advert copy to the search term, the relevance of the landing page to the search term, the historic CTR of that advert. It's important to have a good one because as it affects ranking and the cost per click.
role of ad platform
distribute ads (targeting), Ex: Google or Facebook
purpose of advertising
drive demand: build brand awareness (new products, movies, games), create demand - inform, persuade, remind to increase sales, engage customers to increase market share of voice, drive direct response and sales
planning fallacy
ego bias - ** incorrectly judging the time and costs involved in completing a task
Loss aversion bias
ego bias - ** trending to favour choices that avoid losses, at the risk of potential gains (we feel the pain of losing something more acutely than the joy of gaining the same) EX: netflix not asking every month to charge you
optimism bias
ego bias - being overly optimistic and underestimating negative outcomes
Shock-and-awe bias
ego bias - believing that our own intelligence is all we need to make a difficult decision
overconfidence bias
ego bias - having too much confidence in our own beliefs, knowledge and abilities
force field bias
ego bias - making decisions that will aid in reducing perceived fear or threats
SEO key phrases
the very foundation of search. When users enter a query on a search engine, they use the words they think are relevant to the search. The search engine then returns those pages it has calculated to be most relevant to the words the searchers used and, increasingly, the implied meaning of the search. Four things to consider: 1. SEARCH VOLUME (How many searchers are using that phrase to find what they want? For example, there is an estimated monthly search volume of over 338 million for the keyword 'hotel', but an estimated 6 600 searches per month for a keyword such as 'Cape Town Waterfront hotel'), 2. COMPETITION (How many other websites out there are targeting that same phrase? For example, Google finds over 2 900 000 000 results for 'hotel', but only 640 000 for 'Cape Town Waterfront Hotel'), 3. PROPENSITY TO CONVERT (What is the likelihood that the searcher using that keyword is going to convert on your site? A conversion is a desired action taken by the visitor to your website. Related to propensity to convert is the relevance of the selected term to what you are offering. If you are selling rooms at a hotel at the V&A Waterfront, which of the two terms, 'hotel' or 'Cape Town Waterfront hotel', do you think will lead to a higher rate of conversions?) 4.VALUE PER LEAD (What is the average value per prospect attracted by the keyword? Depending on the nature of your website, the average value per lead varies. Using the hotel example again, consider these two terms: 'Luxury Cape Town hotel' and 'budget Cape Town hotel'. Both are terms used by someone wanting to book a hotel in Cape Town, but it is expected that someone looking for a luxury hotel is intending to spend more. That means that this particular lead has a higher value, particularly if you have a hotel booking website that offers a range of accommodation.)
web browser
this is what allows you to browse the World Wide Web EX: Microsoft edge, Chrome, Firefox, OperaMini
behavioral targeting
use prior click-stream data of customer to determine whether they are a good match for the ad. Scope generally depends on whether ad network or website publisher controls which ads get displayed
connection type
users can be segmented and targeted according to their Internet connection type
paid search advertising
usually refers to advertising on search engines, sometimes called PPC advertising. The advertiser pays only for each click of the advert
role of customers
view and click ads
