Digital Marketing Final

How do you know how much to bid for a keyword?

"you don't"- Google will give you an estimated first-page bid

Popular Marketing Automation Software tools

-Act-on -Hubspot - Eloqua - Marketo - Pardot - Silverpop -Exacttarget

Give one reason to have multiple ad groups within an AdWords campaign.

"Ad groups contain one or more ads which target a shared set of keywords. These groups help organize your ads by a common theme, such as the types of products and services you want to advertise." (How ad groups work, AdWords Help) Having multiple ad groups can help you reach a wider audience of people by linking multiple search terms to one or more ads within an AdWords campaign. For example, if you want to advertise for your stuffed kangaroo toy company, you can list multiple keywords that might be relevant to a particular ad about the toys you are selling, helping generate more impressions based on people's varied search terms.

Question 1: Give one reason to have multiple ad groups within an AdWords campaign.

"Ad groups contain one or more ads which target a shared set of keywords. These groups help organize your ads by a common theme, such as the types of products and services you want to advertise." (How ad groups work, AdWords Help) Having multiple ad groups can help you reach a wider audience of people by linking multiple search terms to one or more ads within an AdWords campaign. For example, if you want to advertise for your stuffed kangaroo toy company, you can list multiple keywords that might be relevant to a particular ad about the toys you are selling, helping generate more impressions based on people's varied search terms.

General Endorsement Principles

- Have to be true and current - must disclose material connection, one that can effect credibility, especially if not obvious (employment, free products, and other incentives - Be clear and conspicuous

Intermediaries: Affiliate Networks

- Rakuten - Commission Junction (CJ) - ShareASale In house affiliates - Amazon - Ebay

conclusions about affiliates (4)

- another arrow in the quiver of the digital marketer - quite commonly used across all e-commerce categories -considered low risk because based on PFP - They are NOT no risk

Digital Marketing tactics

- email marekting (widely used: considered to have good ROI) -social media marketing -SEO Optimization -content marketing

Federal Trade Commission (FTC) Endorsement Guides

- pertain to all endorsements - prohibits " unfair or deceptive acts or practices in or affecting commerce

Key concept in marketing automation

-FLOW - allow you to set up email flows based on segments and behaviors - raises benefit and the cost in calculation

What does the U.S copyright law do?

-Protects "original works of authorship" -"author" is automatically granted the rights of ownership - rights include: - display - distribute - change the work - Some exceptions to those rights are "fair use" - youtube embedded codes appear to be legally OK - can be granted permission

Segments and Behaviors

-flows triggered by them

Digital platforms allow for:

-target based on characteristics and behavior. -every new tool, you have to figure out how its capabilities can support your business strategy and how to measure success.

One of Google's policies for AdWords ads is no inappropriate content. Give three more policies regarding the content of AdWords ads.

1. Counterfeit products (trademarked, mimic) 2. Dangerous products (drugs, weapons, tobacco products) 3. Enabling dishonest behavior (hacking, cheating)

Definition of Marketing Automation

At its best, marketing automation is software and tactics that allow companies to ... sell like Amazon -- that is, to nurture prospects with highly personalized, useful content that helps convert prospects to customers and turn customers into delighted customers."

Question 3: What's the difference between broad match and exact match for AdWords keywords? Besides broad match and exact match, what are the other types of matches for AdWords keywords?

Broad match- it is the default match within Adwords that all of your keywords are assigned to. It helps still bring up your Ads when there are misspellings, related searches etc. ex. search: buy Ladies hats Keyword; Lady's hat Specific: Is exactly as it sounds, ads only show when the key words match perfectly to the search. ex. search: dog collar keyword: dog collar others: Other matches include negative match and phrase match.

What's the difference between broad match and exact match for AdWords keywords? Besides broad match and exact match, what are the other types of matches for AdWords keywords?

Broad match- it is the default match within Adwords that all of your keywords are assigned to. It helps still bring up your Ads when there are misspellings, related searches etc. ex. search: buy Ladies hats Keyword; Lady's hat Specific: Is exactly as it sounds, ads only show when the key words match perfectly to the search. ex. search: dog collar keyword: dog collar others: Other matches include negative match and phrase match. https://support.google.com/adwords/answer/2497836?hl=en includes video and brief description of match types in Adwords

What to do when Low TCR

Consider better landing pages

What to do when High CPC

Consider longer keywords or lowering bids

What to do when Low CTR

Consider more specialized keyword groups and ads

CAN-SPAM Provisions

Don't use false or misleading header information. Don't use deceptive subject lines. Identify the message as an ad. Tell recipients where you're located. Tell recipients how to opt out of receiving future email from you. Honor opt-out requests promptly. Monitor what others are doing on your behalf.

Three perspectives that business decisions are examined through &aligned vs. conflict

Effective/strategic Ethical Legal/"regulatory" aligned: Clear and conspicuous disclosures of incentives (+for ethics and + for legal compliance) conflict: Full disclosure of every disadvantage of your product (+for ethics vs. - for effectiveness)

T/F: In email marketing, catchiness is more important over clarity

FALSE/MAYBE: This is from our guest speakers' comments (on p. 14 of their slides - posted for April 18—it says "clarity over catchiness"). The irony: that statement prioritizes catchiness over clarity! It's not really a binary choice of one vs. the other. I can imagine situations in which one might go for some catchiness at the expense of clarity.

T/F: US companies spend the most on digital mobile advertising compared to any other format.

FALSE: Across all media, the biggest chunk of ad spend is still on TV

T/F: In Google Analytics, typing the web address into the search bar and going directly to the page is the only way to acquire direct traffic

FALSE: Good question. This gets to what does "direct" mean as a traffic source in GA. As the question suggests, typing in the URL in the browser is one form of direct traffic. However, the question is false because this is not the only way to get direct traffic. For example, clicking on a link in a non-web-based email client (like the Outlook program I have running on my computer) will register as direct.

T/F: Google Analytics is Google's advertising platform

FALSE: Google Analytics is Google's tool for tracking the volume, characteristics, and quality of traffic to a website. There are a few things that could be considered "Google's advertising platform," including AdWords and the Google Display Network.

T/F: FTC endorsement require full disclosure of product features, both positive and negative

FALSE: Interesting question! The FTC Guides on Endorsement require disclosure of material connections between endorsers and advertisers, not "full disclosure of product features."

T/F: Based on CAN-SPAM (2003), you do not have to tell recipients where you or your company are located when emailing an advertisement

FALSE: One of the provisions of CAN-SPAM, which applies to commercial emails, is "Tell recipients where you're located."

For an ad campaign, an exact match needs to be put in quotes (i.e. "women's hats")

FALSE: Quotes around a keyword designate it as a phrase match. To get an exact match, use square brackets: [women's hats]. I will not ask about the quotes vs. square brackets. The important points here are understanding the range of match types and why you would use broad vs. phrase or exact. (For example, see TF Q1 on the sample questions posted for the final.) Broad match casts a wider net but takes the risk of showing your ad to a less relevant audience (e.g., Dorje Designs showing a search ad to someone who searches just the term necklace) and phrase or exact show your ad less often but to a more relevant audience

T/F: For online display advertising, the advertisers (Omnicom, WPP, IPG, etc.) represent the supply side of the LUMAscape, because they are the ones that create ads to sell.

FALSE: The KEY and extremely important point is that advertisers are on the demand side of the advertising market. What is being sold (supplied) in the advertising market? Ad space (or inventory). Who ultimately supplies it? Publishers. Also know what the LUMAScape is: a logo poster of companies in ad tech, the sector that provides technology to help make sophisticated targeting in online advertising happen.

T/F: Endorsement disclosures don't always have to be clear and conspicuous.

FALSE: They do (have to be clear and conspicuous). Relevant material: the FTC Guides on Endorsements.

T/F: In regards to endorsements, a material connection includes only money incentives

FALSE: This question relates to the FTC Guides on Endorsements. A key point is that material connections between the endorsers and the advertiser need to be disclosed. Material connection is NOT just money; it can be formed by a gift of product, too.

T/F: Your ad rank score is used in calculating the price you pay in Google AdWords.

FALSE:• Every time Google returns a search result, it runs an auction to determine if ads will show, which ads, and which positions the ads will be in. • The ad position is determined by ad rank: each advertiser's bid for the keyword times their quality score for the keyword. o Say company A has a quality score of 10 and a bid of $5.00 and B has a quality score of 8 and a bid of $3.00. A's ad rank is 50 (10x5) and B's is 24 (8x3). o A will show in the first position and B in the second position. • What will A pay for a click? A pays the amount that is just enough to maintain its first position. B's ad rank is 24. So A needs an ad rank of 24 + a little. A's quality score is 10. So A pays 2.41 for a click. If it bid only 2.41, it would have ad rank of 24.1 (2.41 bid x 10 quality score), so that's what Google charges. • So YOUR quality score (but not YOUR ad rank) and your competitor's ad rank are used to calculate the price you pay for a click on a search ad in Google AdWords. • So why do I say "MOSTLY false"? Your ad rank is used in determining your position, which in turn is used to calculate the price. So if A's ad rank were 20 in the above example (instead of 50), the price would be different. So the ad rank does influence the price...it's just not used in the calculation.

By default, Google Analytics tracks the acquisition of users through specific campaigns, so you can easily find which campaigns have the most sessions, pageviews, etc.

FALSE:• Say you are site cats.com. There is a link on site meow.com to your site. The link is not tagged with the URL builder. • If someone clicks on the link on meow.com and goes to cats.com, in the GA for cats.com, there will be a session with Source = meow.com and Medium = referral. A Campaign value will not be set. Therefore, if you look in a GA report with the Campaign dimension (e.g., the All Campaigns report under Acquisition), this session will not show as having a Campaign. Here was the essence of the class discussion: • Do we mean "by default" in GA? Or "by default" in the link? • If the link is set up with a Campaign label (e.g., through the URL builder), then yes, "by default" in GA, the session will register as being part of a Campaign. However, if "by default" refers to the link, then no, the default link (with just a URL destination) doesn't register as a Campaign. One has to use the URL Builder to tag it.

Adwords

Google's search ads platform.

What do Attribution models do?

Help alleviate but don't solve issues associated with value measurement

How many lines are there in a standard AdWords text ad? What is the difference between the Display URL and the Final URL?

How many lines are there in a standard AdWords text ad? Has 3 lines: headline text, display URL, and description text. Headline text most likely has the keywords that people search when they Google something and is the most noticeable and attention grabbing when search results come up. Display URL is usually the green website address under the headline text. Description text are the details about the product or service the site provides, and provides a call to action like "shop now," or "see pricing." What is the difference between the Display URL and the Final URL? Display URL is the URL you see in your search results under the headline text. Final URL is the URL people reach when they click on the ad (not displayed on ads)

If you bid $2.00 on a keyword, and your ad shows in response to a search query on that keyword, how much do you pay when the ad is shown? How much do you pay when someone clicks on the ad?

If an ad is merely displayed in response to a search query, then no cost is incurred. Even though Google runs an auction each time something is searched, unless your ad is physically clicked on, then you will not be charged. However, if your ad is clicked on, Google has an equation to determine how much you will pay for your ad within your max bid budget. They take the ad rank of the person below you, divide that number by your quality score and add one penny. This is the price of actual CPC (Cost-per-click).

If you bid $2.00 on a keyword, and your ad shows in response to a search query on that keyword, how much do you pay when the ad is shown? How much do you pay when someone clicks on the ad?

If you bid $2.00 on a keyword, and your ad shows in response to a search query on that keyword, how much do you pay when the ad is shown? How much do you pay when someone clicks on the ad? If an ad is merely displayed in response to a search query, then no cost is incurred. Even though Google runs an auction each time something is searched, unless your ad is physically clicked on, then you will not be charged. However, if your ad is clicked on, Google has an equation to determine how much you will pay for your ad within your max bid budget. They take the ad rank of the person below you, divide that number by your quality score and add one penny. This is the price of actual CPC (Cost-per-click).

List three things that determine ad position of an AdWords ad.

List three things that determine ad position of an AdWords ad. The Ad position is determined by the Ad Rank in the auction (Higher Ad Rank, higher Ad position). The Ad Rank is based on: -Bid -Quality of ads and landing page -Auction-time measurements of expected CTR.

"automated bidding" options

Maximize clicks, target CPA and target outranking

Meta Tags: Meta Keywords, Meta Description, Long tail keywords

Meta keywords: data describing data or content describing content Meta Description: sentence description of page Long tail keywords: very specific key words to pull up in search results

Give two ways to control the amount you spend on an AdWords campaign

One way that you can control your AdWord spending is by utilizing ad scheduling. You can schedule to run your ads at specific times and days. This saves money because you can choose to not show your ads at times when your customers are not likely to interact. IP exclusions is another way to be cost effective. This makes it so your own ads don't show up for you. Without this, you would be unwillingly increasing impressions and decrease your click-through rate, which will dilute your data.

Give two ways to control the amount you spend on an AdWords campaign.

One way that you can control your AdWord spending is by utilizing ad scheduling. You can schedule to run your ads at specific times and days. This saves money because you can choose to not show your ads at times when your customers are not likely to interact. IP exclusions is another way to be cost effective. This makes it so your own ads don't show up for you. Without this, you would be unwillingly increasing impressions and decrease your click-through rate, which will dilute your data.

Other names for search ads

PPC (pay per click), paid search, sponsored search, and AdWords.

Affiliates are considered "low risk" because they are Pay-For-Performance.

PROBABLY TRUE: This statement was on the slides, but it needs some context. Affiliates are a low risk but not no-risk channel. This was on a slide on the day we discussed affiliates. One could debate how LOW the risk is, but the main point was the contrast to "no risk." The risk of this marketing channel is low because the merchant (=the advertiser) [usually] only pays if there is a valuable action for them (like a purchase). There are other risks, though, like the risk that the affiliate will do something scandalous and make the merchant look bad. (That's not a super common problem, which is why I included the statement on the slide.)

Ethical dilemmas can be:

Privacy Competitive fair play Potential deception or manipulation of customers Treatment of vulnerable groups Cultural sensitivity Accepting vs. shirking responsibility

Pros and cons of Affiliates

Pros - hitting well targeted audience with quality content - justified by endorsement - "inexpensive" pay per performance Cons - getting paid might illegitimate review

Similarities and Differences between SEO and keywords

Similarities: - select words that describe your offerings and that people are likely to be searching on - remember long tail (jewelry vs. ethnic jewelry vs. ancient beads ethnic jewelry) Difference: - unlike SEO, with search ads, you can easily use hundreds or thousands of key words Debate: - bid on own brand or rely on organic search results for your own brand?

T/F: Practical advice on disclosing an endorsement on twitter would suggest to lead with #Ad and/or #Sponsored.

Space is tight in a tweet, so these hashtags are an efficient way to make a disclosure of a material connection between an endorser and an advertiser.

T/F: embedding a Youtube video to your site is legal, while downloading then uploading it on your site (as your own) is not

TRUE (but the usual disclaimer of how I am not a lawyer applies here): Yes, this is what we have seen in the courts. Embedding the YouTube video is OK. If the poster of the YouTube video does not want you to embed it, they can disable the sharing function. However, downloading their video and putting it on your site is not OK, because it would be a violation of copyright law. Copyright gives the "author" of the work the rights to display, distribute, and change the work. The copyright owner can grant someone else those rights, so we might need the qualification in this question of "assuming you haven't been granted the right to do so by the owner!"

T/F:Given that there are on-page and off-page strategies to improve your site's rank, technical point is an on-page tactic.

TRUE: But "crawlability" is a better term than "technical point." Crawlability is about making sure the Google spider (bot) can read the content on your website. There are two parts to that: the key content needs to be in text in the site (not Video or Images), and the pages need to be accessible/linked from other pages.

T/F: One CAN-SPAM standard has you monitor what others are doing on your behalf.

TRUE: One of the provisions of CAN-SPAM, which applies to commercial emails, is "Monitor what others are doing on your behalf." In class, someone ask "who are the others?" The answer is usually agencies. For example, if SALT (one of 90octane's clients) hires 90octane, and 90octane runs a non-compliant email campaign, SALT is not off the hook legally because they hired someone else.

T/F: Employment, free products, cash, and other incentives are all considered a material connection in regards to endorsements.

TRUE: See my response to Elise's second question above.

T/F: Display ads on the internet are purchased using real time bidding.

TRUE: Slightly better wording would be "can be" instead of "are." An important element of the discussion on this question was the distinction between display ads and search ads. Search ads are ads that show on the search engine results pages. Display ads are ads that are shown by any other website (i.e., not a search engine). This question is about display ads. If the ad is bought and sold through an ad exchange, RTB would be used. When we discussed this in class, I noted it was important to not think about this in terms of search ads. Search ads also are sold via auction (bids on the keywords that trigger the ads). But that is not called RTB. RTB is a complex process in which an advertising impression on a publisher is sold to the highest bidding advertiser while the webpage is loading (!). Advertisers can bid based on anything that is known about the publisher's site or the person who will see the ad (e.g., what other sites they have visited recently).

T/F: It's against FTC guidelines to not feature a unsubscribe link at the bottom of each promotional email. True or false?

TRUE: The relevant law here is CAN-SPAM, which covers commercial email. One of the seven provisions is "Tell recipients how to opt out of receiving future email from you." Note the double negative in this question: "it's against...to NOT...." In other words, the law says you do have to do this. Finally, note that the assigned reading was an FTC guide to compliance with CAN-SPAM.

T/F: Don't use false or misleading header information is a provision of the Federal Trade Commission.

TRUE: The relevant material her is CAN-SPAM, which applies to commercial emails. One of the provisions is "Don't use false or misleading header information." See my description of FTC vs. CAN-SPAM above under Alex M.'s second question.

Search Ads are also known as PPC, sponsored search, and search engine marketing

TRUE: Yes, this is true. In the discussion, people pointed out that display ads can also be sold on a cost per click (CPC) basis, so it's a little weird that when people say "PPC" they are likely referring to search ads...but that is what they mean. Likewise, sometimes people mean search ads when they say SEM (search engine marketing), although sometimes they mean search ads + SEO. Even though there are these other meanings, the question as written is true. Don't confuse "sponsored search" with "sponsored content" (think native advertising and BuzzFeed for the latter).

Native advertising

advertising meant to look like content

Definition of endorsement

any advertising message that consumers are likely to believe reflects the opinions of a party other than the sponsoring advertiser

How much money is spent on search ads

biggest chunk of money spent on search ads because digital is growing the fastest

Patterns for strong performance for Search Ads

branded terms doing well strong advertise

What counts as digital vs. what counts as TV

depends whom you ask. The IAB (see next slide) likely counts Streaming Sites and Connected TV (like Netflix and Hulu) as "Internet" but based on the numbers above, I'd guess in this chart they are counted as TV.

email and MA uses

make consumers aware of new products and offers, to encourage re-engagement, to stay top-of-mind, to encourage word of mouth, etc.

Importance of Search Ads:

that search ads are very attractive to advertisers because they allow targeting based on stated intention and so search comprises about half of digital ad spend. Also know that it is still the case that more is spent on TV for advertising than digital.

Search Ads

the ads that show along with search engine results