Digital Marketing Content After Midterm
At what stage of the purchase process is a user MOST-LIKELY to use long-tail keywords? a. awareness b. consideration c. purchase d. all of these
a. and b.
What are the three Google updates we discussed?
possum, penguin, Mobilegeddon
Marketing automation
software and tactics that allow companies to nurture prospects with highly personalized, useful content
Boosted posts appear as _____________ post in the user's news feed
suggest no call to action buttons
drip/nurture campaigns
the series of automated emails sent to a customer
Search Engine Optimization (SEO)
the set of activities to make your website rank higher in organic search engine results for search queries we care about most
Texts are most appropriate for conveying ____-________ information
time-sensitive
engagement
to what extent did consumers engage with your content? ie likes, comments, clicks, mentions, follow
click through rate
# clicked / # opened
open rate
# opened / # delivered
conversion rate
# who purchased / # opened
What is the total US social network ad spend?
$21 billion
Bounce Rate
# bounced / # sent
True or False: Social Media is used only by big companies because small businesses feel it is unimportant to consider.
False
What is the most frequently used search engine?
What synonyms for search ads?
PPC ads SEM (search engine marketing)
Where do video ads appear most?
social media video
Number one activity on mobile devices
App usage
Social Media examples
-JCPenny's #tweetingwithmittens -Shot on iPhone campaign -REI #optoutside
Where should you use keywords?
-URLs -title tags -header tags -navigation -in the text in the copt of the site
Why is social media attractive to brands?
-a 2 way marketing conversation -amazing built-in engagement and promo tools -communications are to peer-to-peer -excellent market research channel -SEO Benefits
Considerations when selecting keywords:
-accurately mach my offerings and positioning? -used by a sizeable group within target market? -where in the purchase funnel is the user of this keyword?
What makes up quality score of an ad
-ad relevance -expected CTR -landing page experience
Apps are great for:
-bigger brands -engagement/games -taking full advantage of user's location -interacting with other app users
What are the five types of keyword match types for search ads?
-broad match - (+) broad match modifier - (-) negative match - phrase match - [exact match]
Great search ads feature:
-clear headlines -match important keywords -include intriguing descriptive text -include CTA
increase clicks for email marketing by using:
-compelling headline -compelling image -buttons for CTA -multiple links -content consistent with subject
tactics for increasing clicks for a Google search ad:
-compelling headline -persuasive, intriguing copy -CTA -include keywords in ad
What components are essential to rankings for SEO?
-crawl accessibility -compelling content -keyword optimized
Call to action for email marketing
-creates urgency -persuasive -add a CTA button
On-page SEO
-ensure your website is highly "crawlable" -select and use keywords well -create high quality, fresh content
What are the best practices of great video ads?
-grab attention early -mention your brand in first 3 seconds -put CTA in middle -value exchange -focus on storytelling -strong production quality
What components are essential to improving a company's competitiveness for SEO?
-great user experience -share-worthy content -Title, URL, description -Snippet/ schema markup
tactics for enhancing ad rank
-more useful destination URL -more-refined ad groups -improve ad quality -add ad extensions -increase CPC bid
benefits of marketing automation
-right message, right target, right time -allows small companies to do the work of a larger marketing department
What are some tips for making it to the inbox?
-sender's email should be [email protected] -make sure you're sending WANTED MAIL -Email content should be high quality -work with reputable email services provider
The subject line of an email should be:
-short (<50 characters) -pique curiosity with a "tease" -cut through clutter -start with an action verb -use power words
Advantages of text message marketing
-strong, immediate open rates -low unscribe rate
How do we use mobile devices differently than our laptops/desktops?
-type of activity or usage occasion -attention span -expectations/patience -length of time
How does marketing automation work?
-watches you through cookies -knows your IP address -when you supply an email, it connects email to activity
The average click-through rate (CTR) in Facebook ads across all industries is ____%
.90%
American Marketing Association Ethical Norms
1. Do no harm 2. Foster trust in the marketing system 3. Embrace ethical values -honesty -responsibility -fairness -respect -transparency -citizenship
Who are the four biggest players in social media ad?
1. Facebook 2. Twitter 3. Linkedin 4. Snapchat
What are the most common youtube video ad types?
1. TrueView (skippable after 5 sec.) 2. Non-skippable 3. bumper ads
4 best practices for social media
1. balance self-promo with sharing 2. manage your posting strategy very carefully 3. respond to customer complaints effectively 4. be frequent
What are the main requirements for the CAN-SPAM law?
1. don't use false or misleading header info, or subject lines 2. identify the message as an ad 3. tell recipients where you're located 4. all emails must have an 'opt-out' feature 5. honor 'opt-out' requests promptly
What are the components of an ad words ad campaign?
1. headline 2. display URL 3. description 1 4. description 2
Best practices for creating strong facebook ads
1. images should be colorful and related to the value proposition 2. keep your text short (headline - 5; text and link - 14) 3. use power words 4. create urgency in your ad copy
Best practices in encouraging high open rates
1. make it personal 2. create engaging content 3. compelling subject line 4. choose right frequency 5. choose right day and time
Creating "Crawlable" Content
1. site maps 2. use descriptive text for images 3. supplement search boxes with navigation and crawlable links 4. supplement flash or java plugins with text on the page 5. provide a transcript for video and audio content
Telephone Consumer Protection Act (RCPA)
1.Written consent from consumers 2.Must confirm with double-opt-in confirmation request 3.Maintain unsubscribe/do not call list 4.Do not violate the National Do Not Call registry 5.Company brand name should be clearly mentioned in the text. 6.Every message should include opt-out - "Reply STOP to opt-out" 7.Messages can be sent only from 8am-9pm local time of the consumer
Meta Description
A description of a page's content. Should include you keyword or phrase. Snippet will display up to 160 characters of this
Ad Extensions
A feature that shows extra business information with your ad, like an address, phone number, store rating or more website links
Which of the following keyword phrases and [match types] would likely be MOST EXPENSIVE for PPC ads? A.Locksmith [exact match] B.Car locksmith near me [exact match] C.Where can I buy a bike lock in Boulder? [broad match] D.+Locksmith on CU Boulder campus [broad match modifier]
A.
Based on the Lynda.com video for today's class, which of the following is true of A/B testing in email campaigns? A.A/B testing allows marketers to modify multiple variables (i.e. email subject lines, and time of day) to optimize email campaign results. B.A/B testing allows marketers to refine email campaign results by modifying one variable (i.e. time of day) sent to randomly-assigned members of an email list. C.A major benefit of A/B testing is that it increases the open rate for all users in an email database. D.A major benefit of A/B testing is that it decreases the bounce rate of an email marketing campaign.
B.
You sent an email to 1,000 consumers. Your email arrived in 800 inboxes, and was opened by 400 of these. Of those that opened the email, 100 clicked on the website link within your email. What's the click through rate of your email campaign? A.10% B.12.5% C.25% D.50% E.None of these
B. 100 / 400
What KPI is important when a company focuses not just on casual clickers, but people who pay them?
CPA (cost per acquistion) CPL (cost per lead)
What KPI is important when a company wants someone to visit their site?
CPC (cost per click)
What KPI is important when a company cares more about impressions?
CPM (cost to reach 1,000 consumers)
Programmatic Ad Buying
Describes the purchase online display advertising that is aggregated, booked, flighted, analyzed, and optimized via demand-side software
What is the number one digital tactic used in marketing?
Email!
Examples of successful mobile apps
Faber Castell Pencils Adidas Gatorade
boosted post
Facebook social advertising tool for making a post more prominent in users News Feeds amplify the post's reach, by increasing impressions for organic content
reach
How many consumers saw your content?
Facebook ad types
Link click Video Carousel Page Post Photo Offer Claims Mobile App Page Post Text
Ad Rank =
Max CPC Bid * Quality Score
How do advertises pay for search ads?
On a CPC basis
organic search results
Search results that appear due to the relevance of the search terms, not advertisements.
Most important steps of the Leeds Framework for Ethical Decision-Making
Step 2: Examine the situation in conext Step3: Determine which, of the above choices for action, may be possible "right" choices Step 4: based on analysis and evaluation, choose one "right" course of action
re-targeting
Targeting ad placement based on a consumer's prior online purchase behaviors (i.e. placing an item in your shopping cart but not finishing the transaction) behavioral targeting
Display URL
The URL displayed in an ad. -This is not necessarily the URL of the page a visitor will arrive at after click
Final URL
The URL of the landing page that customers will be taken to when they click on the ad
Geofencing
The use of GPS or RFID technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area. geographic targeting
flow/automated workflow
a chart of "if...then..." statements that guide your automated actions for each customer
Real Time Bidding (RTB)
a computer-run auction that allows advertisers to compete to serve targeted ads to their desired customers form of programmatic ad buying
CAN-SPAM Act
a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.
search ads
a method of placing online advertisements on Web pages that show results from search engine queries (pop on on sites such as Facebook, Google, etc)
lead (marketing automation)
a prospective customer in our target segment
You sent an email to 1,000 consumers. Your email arrived in 800 inboxes. What's the bounce rate of your email campaign? A.20% B.200 C.25% D.1,000 E.None of these
a. 200/1000
Title Tag
an HTML tag that defines the page's title
inbound links to your site are also called....
backlinks
What fundamental marketing concept is keyword choice tightly tied to?
brand positioning
What is the least expensive keyword match type?
broad match (default in Google Ads)
________ ads are most appropriate for trying to achieve a high total impression
bumper
How did J.C. Penney get in trouble for its SEO tactics in late 2010/early 2011?
caught buying and selling links to their site on other non-related sites in order to trick Google's search engine link schemes
Why is mobile marketing important?
consumers spend a large portion of their time on mobile (over 3 hours per day)
Apps linked to _____ habit are generally more successful
daily
what is another word for ad extensions?
deep linking
What are the four main categories of Lumascape?
demand (ad exchange) -brand -agency -DSP Supply (ad network) -publisher -ad -SSPs
dynamic creative optimization
dynamically change elements of their ads (the calls to action, imagery, colors, etc) to make the ad more appealing to individual consumers
Are fat head or long tail keywords more expensive?
fat head keywords
What is the most expensive keywords match type?
exact match
Off-page SEO
get other relevant sites to link to your website
Ideally, we select ____-volume, _____________ keywords that nicely match the searcher's desire with content we offer
high differentiated
Why does SEO matter?
it is critical to be ranked highly on the search engine results page
What is the first hurdle of email marketing?
making it to the inbox
Why did big brands like P&G move away from micro-targeting on Facebook?
needed stronger reach to generate ROI
Where do Facebook Ads appear?
newsfeed right column
What are Meta Keywords?
not crawled by google bots, keyed in the back end of your website, google used to prioritize but then companies started abusing meta keywords
Digital marketers use A/B testing to modify ___ variable, learn, and refine campaigns
one
affliates are:
online influencers
Multiple ad groups allow you to:
organize and separate your keywords for different usage occasions, brands, models, and price segments
examples of search ads
paid search ads text search ads "shopping" ads
Marketers must keep in mind the consumer's _______ for going to the platform to effetively ______ the consumer
purpose reach
long tail keywords
refers to multi-phrase search queries.
What is the biggest category of ad spending?
search
Types of Ads
search display/banner mobile social native
Marketing Automation tools allow you to setup email flows based on __________ and ___________
segments; behaviors
fat head keywords
short phrase search queries
The bigger your community gets, the _______ your organic reach, and thus, the need to boost or advertise your posts.
smaller
Dark Social Media
when people share content through private channels such as instant messaging programs, messaging apps, and email