Digital Marketing; Quiz 1

What is a business' quality score?

Google looks at how relevant and useful your ad is to the searcher and the search terms they've used. It also looks at how many clicks your ad has received previously, also known as its click-through rate (CTR) and how relevant your landing page is

What type of lead sources do people use later in the buying cycle?

Google, and review sites; usually in the consideration or purchase stage of cycle.

What is overall traffic?

"All traffic" will show you how many people visited or engaged with your site in total; gives you a birdseye view of where you stand.

What are search trends?

"Apartments in City X;" great way to tell you whether you are targeting the right keywords for your campaign

What are the shortcomings of digital marketing?

-Expensive -Can make costly mistakes -Competitive -Can run into issues of scale

What are trigger events?

Things that happen to prompt us to take action

How does digital marketing make it easy to reach the right person?

-Ability to target and hyper-target

What are the different types of channels in channel-specific traffic?

-Direct: when people directly type it into the URL bar or through an autofill of their url bar. -Referral: Came to your site from a like on another website (aka external traffic) -Organic: Preformed a search on Google or Bing and clicked on your website -Social: People who came across your site from a social media platform

How does digital marketing make it easy to reach the right message?

-Easy to test messages -Can customize based on audience or how close they are to buying

What is channel-specific traffic?

-Metrics depend on where people were immediately before arriving to your site. The channel is the type of door they use to enter your site; See where your website excels and what causes a drop in visits

What are some differentiators between business?

-Price -Service and Speed -Quality -Technological Advantage -Distribution -Market Dominance -Method of Sale

How does digital marketing make it easy to reach the right time?

-Serve ads at different times of day -Serves ads based on where someone is in the buying process

How do you take a visitor who insight ready to buy and make sure they become a customer?

-Stay in touch with them and build a trusting relationship; typically an email address will help nurture them through the buying cycle

What does "it depends" mean?

-There are no laws in digital marketing, only principles. -Something in one case might not work in another. -Your goal is to figure out what works

What questions should you ask while trying to understand your business model?

-What problem does your business solve? -What product or service do you offer and how do it solve the problem? -How do you make money? -What do you charge for your service/product? -What are your revenues and costs?

What are the three stages of the buying cycle?

1. Awareness: when a customer first becomes aware of your product or when they become aware of a need they need to fulfill 2. Consideration: when a customer starts evaluating solutions to their need. 3. Purchase

What are the five main areas of your company?

1. Business Model 2. Differentiators 3. Customers 4. Competitors 5. Sales

What three ways is digital media generally purchased?

1. Cost per Impression: Advertiser is charged when ad is shown 2. Cost per Click- Advertiser is charged when a user clicks on an ad 3. Cost per Action - Advertiser is charged when user takes an action

What are the four differences between digital and traditional marketing?

1. Digital has the ability to measure not only impressions, but actions after the ad 2/ Digital makes it easy to measure results in real time (you can make changes on the fly) 3. Digital has opportunities to pay on a performance basis (CPA) 4. Digital has the ability to micro target

How can you work with triggers t improve marketing?

1. Identify the different buyer persona that buy your product 2. Identify the trigger or triggers that typically get them into a serious buying mode 3. Create messaging and content for each persona & trigger combination 4. Look to see if you can create the trigger event, or help them recognize that one has occurred

What are the three answers to most questions in digital marketing?

1. Remove friction 2. WIIFM- What's in it for me? 3. It depends

What are the three things successful marketing is right about?

1. Right message 2. Right person 3. Right time -Prompts someone to take action on something

What could explain an increase in new visitors?

A mention on a popular website, a blog, a freshly published print release or increase budget for paid campaign; this tells you how well your outreach is.

What are the top ten organic landing pages and why are they needed?

Also known as "entrance pages" these are the individual pages where visitors enter your site after performing a search on a search engine.

What is a trigger?

An event that causes the buyer to have a clear need which usually converts into a sense of purpose and urgency in their buying process.

What is friction?

Anything that reduces the likelihood of a user completing a desired action

What is the formula for CPM?

Cost/ (Impressions/1000)

What is the formula for CPA/CPO?

Cost/# of actions

What is the formula for CPC?

Cost/# of clicks

How is traditional marketing successful?

Delivering the right message,to the right person, at the right time through print, billboards, tv, or radio.

What are the two broad categories of marketing?

Direct response and branding

When do you pay Google when using AdWorks?

Each time your ad is clicked (CPC) or every time there is an impression of your article (CPM)

What is better, a higher or lower, quality score?

Higher, because even if your max bid is less than a rival bidder you may still appear above their add if your quality score is better

What is the main reason in finding out who your competitors are?

How you differentiate form them/ how they are different from you.

What is the huge advantage digital marketing has over traditional?

It's measurable.

What also plays an important role in the stage that your leads?

Market Maturity

How do you measure success on a Return on Investment (ROI) pr Return on Ad Spend (ROAS) basis?

ROAS= Revenue of Profits/Cost of campaign. (Expressed as a %)

What type of lead sources prude buyers that are earlier in the cycle?

Social refferals, twitter, Facebook, ads, pr stories, samples, etc.

What is the click through rate?

The % of users who click on a specific ad; CTR= clicks/impressions

What is the conversion rate?

The average number of conversation per ad click, shown as a %; CRate= Conversions/clicks

What is a bounce rate?

The average number of visitors who left your site after only visiting one page, the one they came in on (aka entrance page); Can tell you whether your site content is relevant or if you are using right landing page for a paid campaign

What is a conversation in digital marketing?

The number of anonymous visitors who become known records in your marketing database; tracking helps point out exactly which components people are interacting with on your site and which ones they aren't.

If you want your ad to appear at all, you have to bid against other marketers on how much you're willing to pay Google AdWords every time a searcher clicks on your ad, true or false?

True

The ideal situation is to make sure you get to know customers earlier in the process and become the player that helps define their shopping list, true or false?

True

Visitors who are early in their buying cycle are NOT likely to buy on their first visit to your website, true or false?

True

All marketing is a means to an end, true or false? If true why?

True; -Needs to prompt someone to take an actions or else it is failure

What does WIIFM mean?

Whats in it for me means the idea that you should think about and frame things from your customers point of view, not yours

How do you figure out what works?

You measure your results

What is effective lead nurturing all about?

celebrating leads through the consideration process: customer success stories, product comparisons, etc. all help. Get this to the customer and you can have a customer

Traditional marketing uses ___________________ to find the right personat the right time.

mass mediums, aka no target market, just casting a net.