Digital Marketing Final Exam
How do companies utilize the paid aspects of FB for advertising? What is a boosted post?
-Ads (Videos, Carousels, Slideshows) and Boost posts! -• Many targeting options • Friend's endorsements • FB Canvas - full-screen, immersive ads for mobile • Instant Experience A boosted post is a post to your Page's timeline that you can apply money to in order to boost it to an audience of your choosing. This is the simplest way to advertise on Facebook. Boosted posts differ from Facebook ads because they are not created in Ads Manager and don't have all of the same customization features.
How can companies incentivize owned SM?
-Discounts and giveaways as incentives -In-store CTAs
What constitutes the ABC of GA? Know some KPIs under each category.
1. ACQUISITION - building awareness and acquiring consumer interest 2. BEHAVIOR - how do users engage with your business 3. CONVERSION - when a user becomes a customer and transacts with your business
·What is Mobile Marketing (MM)? Why should marketers focus on MM?
"A set of practices that enables organizations to communicate with and engage with their audiences in an interactive and relevant manner through and with any mobile device or network" -mobile users are 4x more engaged than those on browser
What do you mean by Online Reputation Management (ORM)?
"the practice of promoting a positive brand image online by increasing the visibility of positive information and managing negative information" • "ORM is not a method for avoiding responsibility for bad business practices" • ORM recognizes that negative online content can have unnecessarily damaging repercussions long after the underlying issues have been addressed
· What is an app? Give some examples.
'a self-contained program or piece of software designed to fulfill a particular purpose'. Everything that lives on your phone is an app, including the feature that makes phone calls and sends messages, the camera & the GPS
What are some different social media goals employed by firms? Know with examples.
(these all feed into each other) acquisition -> engagement -> loyalty acquisition: refers to the channels that site visits come through to get to your site, or how your visits are acquired. An example of acquisition channels include: Social is when someone goes to your site from a link on a social media site, such as Facebook or Twitter engagement: simply means clicking on the thing which the marketer wants you to click on. By simply giving attention to something in any form, a relationship has begun to form between the user and the brand. loyalty: Quality, state, or instance of being loyal. A feeling or attitude of devoted attachment and affection.
What is social media monitoring and how is it different from social media listening?
-MONITORING TELLS YOU WHAT, LISTENING TELLS YOU WHY. social media monitoring: caring for your customers by monitoring social media for messages directly related to your brand and responding to those messages appropriately (WHAT are consumers saying) social media listening: understanding your audience and improving campaign strategy by accessing the full spectrum of conversation around your industry, brand, and any topics relevant to your brand
· What kinds of goals can companies achieve through MM?
1. Business goals - leads/sales 2. Product goals - info/ downloads/upgrades 3. Communication goals - reach/new markets 4. Marketing goals - branding/engagement
How does GA work? What kind of data is collected by GA?
1. Consumer types a URL in a web browser - server receives that request 2. When the consumer navigates to the LP - server fulfilled that request, at the same time, the server passes info about this request to a data-collection center run by the analytics package 3. This data-collection center keeps storing data about all such server requests until a webmaster requests for this data via the analytics reports center 4. The analytics package aggregates and organizes data according to the webmaster's requests
· How do consumer expectations and behaviors differ on mobile devices compared to laptops and desktops?
1. Impatience: "What can you do for me right now?" 2. Search at fingertips: "Let me look it up" 3. Location matters: "Where am I?" 4. Snacking rather than feasting: "Did you see that meme?" 5. Rich media works: "Ooh, a video!!" ➢ Search expectations and behaviors - short and to-the-point answers ➢ Sessions - shorter, greater in number and more random compared to desktop sessions which are fewer and longer ➢ However, one of these short sessions can be ripe for influence - Targeting!
What are some of the challenges of MM?
1. Less information 2. Slower typing 3. Fat-finger clicking 4. Slower page loading and submission ▪ Smaller processor ▪ Slow internet connection/ network
· How do marketers ensure an effective MoW?
1. Prioritize content over navigation 2. Touch vs. click - understand interactions 3. Large tap targets - use white space 4. Remove unnecessary content 5. Quick tasks 6. Consider download speeds, load times, and power usage
MoWs vs. Apps
1. Uninterrupted Internet access not required 2. Better phone integration (GPS & camera) 3. Platform-specific
How do brands enhance their content value (utilitarian, entertainment and community) on social media?
1. Utilitarian Value o Deals and discounts o Contests/drawings o Useful ideas/practices o Product updates o Training/education 2. Entertainment Value ◦ Humor ◦ Insider knowledge ◦ News from company icon 3. Community Value - Schedule Content to Maximize Visibility-
What are the three specific ways to target consumers on FB? Know each type.
1. core audiences (audience selected manually based on characteristics) 2. custom audiences (upload your contact list) 3. look a like audiences (use ur customer info to find similar people to them on F)
· What are some of the negative content locations that should be monitored by a brand? Know the UGC (user-generated content) nature of these platforms.
1. online review sites 2. scam reporting sites 3.online forums 4. press articles 5.websites of activist organizations 6. social media sites 7. blogs 8. informational sites *user generated content*
How do companies choose specific SM platforms based on their objectives?
1. who are you targeting? 2.nature of social media interactions 3. platform synergies
What comprises FB content?
1.) content posted by friends 2.) other content liked/shared by friends 3.) content from pages you liked. 4.) paid for ads
What is the scope of SMM? What can companies use it for?
1.) creation of content/posts for the company's social media pages. (create a customer, increase consumer value and loyalty, improving customer engagement, supplementing SEO efforts) 2.) paid ads on social media platforms (attracting new customers, increasing customer purchases) 3.) brand reputation management -posting content can higher engagement for companies!
What are the five major components of a social media plan?
1.) determine the objective 2.) choose the SM platforms 3.) plan the content 4.) distribute and promote content 5.) measure success
How is a SM campaign plan designed?
1.Determine the objective 2. Choose the SM platform(s) 3. Plan the content 4. Distribute and promote content 5. Measure success
List the four content types used in SMM with examples.
1.Original 2. User-generated (an Instagram image but the format can be text, tweets, videos or sound files too.) 3. Co-created (with another party. That other party could be another company, or an influencer, or even a nonprofit or your own customers. You might create an ebook, or a video, or whatever - the content format doesn't really matter.) 4. Curated (assembles, selects, categorizes, comments on, and presents the most relevant, highest quality information to meet your audience's needs on a specific subject.)
· What are QR codes? How do marketers include QR codes in MM?
A QR code works in the same way as a barcode at the supermarket. It is a machine-scannable image that can instantly be read using a Smartphone camera. Imagine all the places where a business can put such QR codes to enhance consumer engagement!
What is SM sentiment analysis?
A social media sentiment analysis tells you how people feel about your brand online. Rather than a simple count of mentions or comments, sentiment analysis considers emotions and opinions. It involves collecting and analyzing information in the posts people share about your brand on social media.
List some potential social media objectives for firms.
Additional purchases ▪ Purchase frequency ▪ Improve CSAT ▪ Customer feedback ▪ Increase referrals & loyalty ▪ Reach New Customers & Leads ▪ Provide Product Information & Support Building Brand Equity ◦ Brand awareness ◦ Reputation management ◦ Brand personality development ◦ Engagement
What is attribution reporting? Why is it important?
Attribution models assign value to each channel that played a role in the purchasing path, and they provide varying frameworks for assessing and evaluating each channel. -An attribution report is used to understand the journey someone takes from the first time they set foot on your website to the time they become a customer -- basically, measuring the conversion path to see what made someone convert.I
What is the difference between basic metrics and calculated metrics in GA? Know their definitions (e.g., pageviews, sessions, bounce rates etc.).
Basic Metrics • Pageviews (or hits) - anytime a user accesses a page • Session - Any time a user enters a website, may consists of one or more pageviews • User - Someone who creates at least one session, but may make multiple visits or sessions • Time on page - Amount of time a user spends on a page before navigating to a different page • Entry - The first pageview of a session, often not the homepage • Exit - Last pageview of a session before navigating outside of website or 30 minutes of inactivity Calculated Metrics • Average page depth - pageviews/session (engagement) • Average session duration - Sum of time spent on a page for every pageview in a session • Site bounce rate - Percentage of all sessions that consist of only one pageview • Page bounce rate - Percentage of sessions that begin on that page and consist of only one pageview • Entrance rate - Percentage of pageviews that begin on that page • Exit rate - Percentage of sessions that result in an exit • Unique pageviews - Removing double counts from several page hits in the same session
What bidding methods do FB advertisers use? How does FB determine which ad wins?
Bidding methods: CPM CPC CPA (Cost Per Action) ◦ App install ◦ Video view bid amount x est. action rate + relevance/ quality (monetary contribution of ad) + (user experience)
What is CPV? (youtube)
CPV (Cost-per-View) + Quality Score
How do brands advertise on Twitter? What are promoted tweets and trends? What comprises partner audiences and installed app targeting?
Cards as promoted tweets Promoted accounts Promoted trends Partner audiences & Installed App targeting What are promoted trends on twitter? When someone clicks on a Promoted Trend, they'll see a Tweet from your brand at the top of the search results, followed by authentic Tweets directly from the conversation surrounding the trend.
Why is it important for a brand to manage its consumer reviews online?
Consumers trust online reviews more than experts or retail staff
· What are some relevant MM KPIs to monitor?
DAU: # of users who opened app in aday CPI: AD spend/ # of new installs directly tied to ad campaign CPLU: Ad spend/ # of new loyal users in response to ads Average Revenue per user: total revenue/ total number of users
Adaptive Design
Different site versions served to different devices -Some content may be hidden based on browsing device's width -Link to "Visit the Desktop Site"
How does Pinterest help marketers in their SMM efforts? What are promoted pins?
Digital scrapbook - Visual consumption ▪ Majority audience - females ▪ Pins for content on company's own Pinterest page ▪ Offering Pin it button next to content on the company website ▪ Pin URL and Re-pins ▪ Promoted pins (CPM, CPC or CPE) promoted pins: a paid advertising option on Pinterest. It offers you opportunities to promote your brand to an audience interested in all things visual. Pinterest's paid advertising platform runs on CPC (cost per click) model that will let you pay only when someone clicks a pin.
Responsive Design
Exactly same content for each device, just ordered differently Preferred approach!
Which SM platform has the highest active user population?
Name some digital analytics tools available in the market
Google Analytics IBM Digital Analytics facebook insights hootsuite adobe marketing cloud
What is influencer marketing?
Influencer marketing is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field.
How do you measure SMM success? What specific KPIs are used to measure reach, engagement and loyalty under SMM?
Measuring Reach ◦ Number of likes, subscribes/followers ◦ Follower growth ◦ Impressions/views Measuring Engagement ◦ Re-posts/Re-tweets/Re-Pins ◦ Likes and Comments ◦ Engagement Rate Measuring Loyalty ◦ Conversion rate ◦ Purchase frequency ◦ AOV
How do companies decide their SM content plan?
Media Types - Platform dependent Style Guide? •Tone • Legal restrictions • Response and formatting guidelines
· What is a MoW? What is the difference between an adaptive and a responsive design? Know with examples.
MoW: Mobile-optimized-Website Adaptive Approach - Different website versions for desktop and mobile ◦ Problems: two sets of content to manage & mobile user sees a substandard site version RWD - Responsive Approach: When users browse from desktop or a mobile device, they reach the same place but see content ordered differently based on the device they are using
· List some ways in which a brand can monitor its online reputation.
Monitor the SERPs • Search your brand • Search your competitor brands • Online crawling softwares • Social media monitoring tools
Do SM platforms offer re-marketing?
Most SM platforms offer it!
· Which platform options do brands use for mobile targeting? Know some examples.
Notification-based Ads SMS Facebook Messenger
What is SMS marketing? Compare it to email marketing.
Overlooked but has some advantages: Targeted - sent directly to your personally gathered list of phone numbers Relevant - interested people Timely - special offers, week before Christmas Personalized - localized Visible - open rate of 99% Accessible - even the oldest phone can receive an SMS • Targeted keywords, short codes, phone numbers and CTAs • Use an SMS provider - legal regulations and fines • Opt-out requirement **HIGHER OPEN RATES THAN IN EMAIL MARKETING**
Explain the POE framework. Where does social media fit into this framework?
Paid Media: (good for New) SM ADVERTISING paid search marketing, display Ad, affiliate marketing Owned Media: (this is good for engagement/loyalty) website, SM PROFILES, email marketing Earned Media: SM SHARING, direct traffic, SE traffic, SE optimization, press coverage
What are the different ways of distributing and promoting your content on SM? Know with examples under the POE framework.
Paid media: Proper targeting demographics, interests, & behaviors owned media: "Follow" does not mean engagement Engage with incentives - contests, inperson CTAs Earned media: Encouraging customers to talk about you Positive and negative implications
What are the unique characteristics of LinkedIn as SM platform?
Professional consumption ◦ Better for B2B contexts ◦ Sponsored content similar to FB ads
On what accounts does Twitter differ from FB and other social media platforms?
Public Nature - Broadcasting and socializing, **so more post exposure than FB** 140 characters - expanded to 280, links to appropriate LPs Does not distinguish between personal and corporate profiles - Open to spamming From @ to # and retweeting
How do companies calculate their ROAS under attribution modeling?
ROAs= revenue from advertising/ cost of advertising
How does SMM help with SEO and to what extent?
SMM helps with OFF SITE SEO (bc not on company's website) -SM activity does affect SEO but the effect is relatively small
What are the similarities and differences in regards to paid advertising on SM?
Similarities: similar to Google Ads Platform... target audience, budget bids, ad copy design, ad campaign execution and analysis Differences: 1.) SM platforms have much more info about its users, so ad targeting can be more precise 2.) SM ads show up in user feeds, hence the engagement rate is much higher 3.) SM ads allow users to interact and engage with the ad-immersive ads like FB Canvas Ads or Snapchat lenses
Which softwares do marketers use for conducting SM analytics? Know about platform-specific analytics options as well as multi-source software options like Hootsuite.
Sprout Social. The need for cross-channel social media analytics makes Sprout Social an easy choice HubSpot. With HubSpot's analytics tools you can tie social media performance to business and revenue growth. ... TapInfluence. ... BuzzSumo. ... Snaplytics. ... Curalate. ... Keyhole. ... Google Analytics. multi-source software: Hootsuite, TweetDeck, Sproutsocial
What are the unique characteristics of Instagram as SM platform?
Started as a mobile app - simple, clean design ◦ Younger demo - 18-30 years ◦ Filters, sponsored posts ◦ Seamless integration with- FB, Twitter, Tumblr, and Flickr ◦ Influencer Marketing
What advantages does YouTube provide as a SM platform? How does advertising on YouTube work?
Video content hub Personal or Brand Account Advertising - shared revenues with video owner The ads can be inserted before, during, or after the main video. ... Once the viewer watches 30 seconds of your video, the creator is paid and the advertisers are charged. YouTube Display Ads. Display ads appear to the right of the featured video and above the video suggestion list.
List some social listening KPIs.
Volume, Sentiment, Changes in volume and sentiment, Topic
· What comes under proximity marketing? Know with examples.
With proximity marketing, you can target content to wireless devices based on their locations: 1. A cellular phone in a particular cell 2. A Bluetooth or Wi-Fi device within range of a transmitter 3. An NFC-enabled phone reads RFID chips on product/media
· What are in-app ads? Know with examples.
an effective monetization strategy for mobile publishers, in which app developers get paid to serve advertisements within their mobile app. ... With sophisticated data tracking and user targeting, the in-app environment also allows advertisers to reach consumers with pinpoint accuracy.
What are the unique characteristics of Snapchat as a SM platform?
Youngest user base ◦ High engagement rate ◦ Easy to use editing features ◦ Snaps and Stories ◦ Snap Ads ◦ Snapchat Geofilters ◦ Sponsored Lenses
What is a FB business page? How is it different from a personal FB page?
a company can have multiple business pages, one for each product category unlike a personal FB page - Cannot send friend requests but page admin can send requests to 'Like' the page
Define Social Media Marketing(SMM)
a form of digital marketing tools, to gain traffic, brand exposure, and interaction with customers through social media.
· What is geo-fencing? Know with examples. Which kind of businesses benefit the most from using geo-fencing?
a location-based service in which an app or other software uses GPS, RFID, Wi-Fi or cellular data to trigger a pre-programmed action when a mobile device or RFID tag enters or exits a virtual boundary set up around a geographical location, known as a geofence -helps Offline Businesses-
What is a conversion funnel? What does an ecommerce funnel look like? How does it differ from the conversion funnel of a lead generation website?
a term that helps you to visualize and understand the flow through which a potential customer lands on your site and then takes a desired action (i.e. converts). ecommerce funnel: illustrates the route your customers take from first becoming aware of your brand to making a purchase. It also includes customer retention, upselling, cross-selling, and subscription-based models.
What are the different ad types and placement options available on FB
ad types: Image ad ▪ Carousal ad ▪ Video ad ▪ Slideshow ad ▪ Collection ads placement options: Newsfeed ▪ FB Marketplace ▪ FB Stories ▪ FB Messenger ▪ Instagram
How are brands using augmented reality features under MM?
an emerging trend within marketing and sales strategies, one that allows brands to give their customers unique experiences with the convenience of tapping into their mobile devices. places virtual objects within real-world backgrounds on cell phone screens and lets people interact with those object by hand as if they were really there
How does SMM help with brand reputation management?
any conversation with a company's employee on the SM profile reflects on the company itself-training
· How should a MM strategy be formulated?
awareness, interest, desire, action -awareness->engagement -> consideration -> conversion -> loyalty What will be your campaign's destination? What will be the optimal response mechanism? Retargeting? Analytics
What do you mean by SM content mix? How do brands determine their content mix on SM?
blends a diversity of content types. The key, however, is to know how much of each ingredient is needed to create the smoothest result. Following the 30/60/10 ratio will give you the ideal content mix for optimal social media success! The perfect content mix creates shared value. In other words, each piece of content you create should address your audience's goals and needs as well as support your broader business objectives. ex. BMW: 80% Product updates, 20% insider knowledge
How do digital marketers combine multiple targeting criteria to achieve fine-tuned mobile targeting?
combine various methods to adapt your marketing measures to future or existing customers as ... AdWords support explains how to fine-tune targeting.
How are conversion rates calculated? Know about the intermediate conversion rates (micro-conversion rates) for each step in a conversion funnel.
conversion rates: taking the number of conversions and dividing that by the number of total ad interactions that can be tracked to a conversion during the same time period. micro: an action, or a set of actions, which provides a strong indication that a user is progressing towards a valuable action on your website.
What is a branded app? Give examples.
ex. amazon, ebay, walmart, starbucks a mobile application created by a company to promote its brand. Branded apps typically reflect the brand's identity and feature its values, colours, logo, visual identity and style, slogan, and more.
Use slide #26 to know which SM platforms are suggested for specific brand objectives
first time customers: youtube (primary)/ Instagram (Secondary) customer loyalty: Pinterest, snapchat, instagram (p) / linkdin (s) SEO: Facebook (P) / Twitter (s) Advertising: Facebook, Instagram (P) / Youtube (s) Reputation Management: review websites (p) / Twitter, linkdin (s)
Name some platforms that companies use for conducting mobile analytics.
google analytics Localytics Apple Analytics Firebase.
How do tools like Moz.com help with online brand monitoring?
help businesses integrate SEO into their digital marketing plans. ... Today, Moz offers software, educational videos, and community advice to help people become more proficient in SEO. Moz Pro helps you better understand your audience. When visitors come to your site, you gain insight as to how they got there.
What are the different types of attribution models available to choose from?
last interaction model first interaction model linear model position based model time decay model customize model
What is Google Tag Manager?
manage tags (such as measurement and marketing optimization JavaScript tags) on your site. Without editing your site code, you use GTM user interface to add and update Google Ads, Google Analytics, Floodlight, and non-Google tags.
What is cross-device attribution?
measures the full cross-device conversion path for search -identifies the interactions an individual consumer has across different channels and different devices
What is the importance of the fold under MM? What is ATF?
mobile: as smart phone screens are quite small, one ad at most can be placed above the fold desktop: several ads above fold ATF: Above the fold -the fold is the bottom of the screen when a page first loads. Ads placed above the fold earn more money as they are much more likely to be seen
How does FB determine which content to present on a consumer's news feed?
news feed visibility= Interest x Post x Creator x Type x Recency
POE framework
paid media, owned media, earned media
What is the role of platform synergies under a multi-channel (or omni-channel or cross-channel) SM strategy? What about IMC?
platform synergies: Facebook and Instagram ▪ Facebook and Twitter ▪ Facebook and YouTube ▪ Pinterest and Instagram multi-channel: the process of building social media campaigns that utilize more than one platform/network/medium to reach new and existing audiences IMC: integrated marketing communications
When should a company post on SM for SEO purposes?
posting for SEO on SM is recommended only when: 1.) the company is already doing everything from on site and off site SEO standpoint for its website 2.) company depends on local search results -posting for SEO on SM: secondary activity -for SEO: primary focus should be earned links
· Explain the role of mobile payments systems under MM. How does it help brands and consumers?
provide a high level of convenience for users, but they also provide a necessary space for people wanting to process cashless payments. ... They also need more businesses to embrace mobile payments so that they can use cyber currencies to pay for goods and services.
What is channel analysis?
service provides a unique and comprehensive view of the key issues affecting the sales, marketing and distribution of technology products and helps channel managers develop strategies that deliver business results. -visits to a site might be generated from all the following sources: organic search, paid search ads, display ads, emails, social media posts, external links, ect.
What is a page like?
sort of a subscription where consumer allows brand content to occur in their news feed ▪ FB favors content from friends over content from companies
How is digital analytics different from web analytics?
the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have, which translates to your desired outcomes (both online and offline)
Define web analytics.
the process of measuring, collecting, analyzing, and reporting the behavior of visitors on a website
Define KPIs. Know what KPIs are more relevant for different types of websites.
• Are defined by the type of website and its goals • Retail websites and lead generation websites want their users to engage in different behaviors • KPIs - metrics that the website considers to be most important measures of its success slide 25 ch 3 for different types
· Which criteria do brands employ for mobile targeting? Know some examples.
• Consumer Habits • Weather • Social Context
How do companies use GA for segmentation analysis?
• Geography • New vs. returning sessions • Timing • Browser • Screen size • Device A segment helps you to narrow down the aggregated data Google Analytics shows, into data you want to see and need, to answer a specific question you have. You can use that segment throughout the sections, the segment doesn't get lost when switching between sections.
How do marketers track their business goals through GA? What are the different types of goals that can be tracked through GA? Know with examples
• Goal - A defined business objective (e.g., a sale or a sign-up) Destination (goal)- when the customer reaches a specific page on a website ex. thank you for registering event (Goal)-An action defined as an 'Event' is triggered on the same page ex. A video play, document download, social media icon clicks Pages-persession (goal)- Consumer has viewed a specific number of pages ex. 5 pages have loaded Duration (goal)-Specific amount of time spent on the site ex. 10 minutes or longer spent on support site
What are google alerts? How do digital brand managers use this tool?
• Google Alerts - free tool for monitoring online conversations use by: Track Mentions of Important Names. Maybe you'd like to keep track of who is talking about you, your boss, or somebody else online. ... Track Your Company's Brand. ... Track Your Competitors. ... Monitor Your Keywords. ... Build Links. Still too much online info, so be specific: "brand name + fraud" "brand name + scam" • Monitoring high level employees
What is Google Analytics (GA)? Why is it so popular?
• Google Analytics is a free web analytics service that allows you to analyze in-depth detail about the visitors on your website popular: • It's an industry standard • Simple to use and highly customizable • Ability to measure internal site search, reasons for bounce, audience profiles (age, interest, gender, device, and location), which social media platforms to target, content that's really working, whether you're achieving your goals • Integrates well with other Google products (e.g., AdWords aka GoogleAds) • Online tutorials and support
· What are the different types of mobile ads that marketers can employ under MM?
• In mobile, only one or two ads precede the organic search results • It is likely that your ad is below the fold -mobile search ads, mobile display ads, mobile app ads
What is the importance of tracking relevant KPIs through digital analytics across all consumer touch points and stages in their buying and decision-making process?
• KPIs as hard numerical targets help to continually benchmark against one's past performance • Series of actionable insights working to achieve KPI benchmarks help justify decisions and expenses
How do companies decide on an optimal/best attribution method?
• Requires experience and testing • GA allows sensitivity analysis based on calculated ROAS (Return on Ad Spends) • Data-driven attribution (DDA) - counterfactual what-if comparisons • A/B Testing through controlled experiments - Google's Ghost Ads
What kind of data is collected by GA?
• Session starts when consumer lands on the page that includes the tracking code • Supplemental information • Consumer identity - cookies (repeat visits) • Timing of request (timestamps) • Navigation source (search engine, paid ads etc.) • Technical info (OS, browser, screen size, internet connection type) • Geography (zip code)
· What role does SEO play in ORM?
• Successful SEO entails onsite and offsite efforts to push a brand's ranking to #1 spot • Paid search can help you rank better among the paid spots • But, what about the brand results from Yelp, TripAdvisor, Google+ and Facebook on the same SERP? • Negative versus positive online content - reputation?
How does GA work? What is GA tracking?
• Website tracking is not automatic • Web developer needs to install a small piece of web analytics program into every website page that needs to be tracked - JavaScript code (tracking code) into the HEAD tag • This code collects information on the users who visit your page/s and sends it to GA GA Tracking: track website activity such as session duration, pages per session, bounce rate etc.