Internet Marketing
Building social media followers
• Website • Contest/drawings - tag two of your friends! • In person calls to action - sign in the ice cream shop that says 'follow us on fb' • Events - technology shows, trade shows, etc. • Advertising - advertise on fb for people to like your page
Four different kinds of goals -
• destination goal (Thank you for registering!) • time on site - 10 minutes or longer on a support site • Page/screens per sessions - 5 or more pages • Event - social media click, video play, recommendation
Search based directory
(google) but it use to pull up pages that most closely matched with the exact keywords. Then relevance AND popularity was used in algorithms
List based directory
(yahoo) takes too long
Modified broad match
+wedding +utah +dj - shows up when these words are in any order or if any one word is in a search term. (great if keywords are often misspelled or if people use synonyms.)
Negative keywords
- oregon. This means that any term that has 'oregon' in it will not trigger the ad to show Bidding strategies
Virality (10.5)
- probability of forwarding, n (number of people that get exposed to it), viewed = virality coefficient needs to be above one meaning one person sees it and 1.1 more people will see it. X = Pf * N * Pv where X is the number of additional video views generated from a single person viewing the video, Pf is the probability of that person forwarding the video to other people, either by posting it on a social media account or by emailing it to a group of people, N is the number of people who see this forward, and Pv is the probability of any person who receives this forward viewing the video. We can use this formula to calculate the number of free views the company will gain from posting this video to Facebook.
Targeting methods - Ad groups use one of four targeting methods
1- Keywords - display ads show up on sites that were found using the selected keywords. Or sites that use select keywords that relate to what you want 2- Interest - if you regularly search for DJ gear then you'll see a DJ ad on a cell phone site you're on. Uses past search terms to target you. 3- Topics - the topic of the website is matched with the topic of the ad. 4- Placements - specifically choose what websites your ad shows up on
Landing pages - know all 5
1. Subscriptions - media sites that use pop ups to get people signed up 2. Long-copy landing pages - products that require a lot of explanation. Have calls to action throughout the page 3. Single product landing page - landing page for just Canon T3i 4. Multi product landing page - 5. Lead generation landing page - want visitor to call in or fill out an email form.
Bidding Strategy 2 Adwords
Adwords automatically sets bids for advertiser - just set how much you're willing to pay for a click and it does it for you. Will also increase bids up to 30% for clicks that seem most likely to lead to conversions. Great for beginners
Bidding Strategy 3 CPA
CPA - specifies target CPA and google automatically sets bids to accomplish this.
Bidding Strategy 4
Flexible bid strategies - hybrid strategy. Google controls a bit and you can set your max cost.
Jake badsgarud (Disruptive Advertising)
Impression share - ad gets triggered but it doesn't show up. Reason being is because low quality score or out of budget. Can immediately improve this by looking at CPA and giving more money to lower CPA Keyword & search term - keyword is what you are mapping on your site and search term is what people actually type.
Ad Extensions -
Phone number, zip code store locator, sitelink extensions (google decides what ads get extensions but advertiser can say what extensions it would like. (made at campaign level)
About Pinterest
Pinterest - • People can re-pin pictures to their own boards • Url's are attached to every pin • Mostly women, arts and crafts, • Companies can create different boards with different topics, Kraft has 60 boards with different recipes. OR they can have a Pinterest button next to visually appealing things on their website. • Can now purchase 'buyable pins' which will lead to more sales.
Parts of an ad
• Title - Utah wedding dj • Description lines - Utah's best wedding DJ. Book today & Save! • Display/destination url • Extensions - Phone number, zip code store locator, sitelink extensions
Bruce Row 3 pillars
Traffic, conversion, PPV (3 pillars) Satisfied with PPV then increase traffic.
Onsite SEO checklist -
URL title tag header tag main content image alt text & file name anchor text
Smile & be happyyy :)
Yay! Life is GREAT :)
Exact match
[utah wedding dj]
Long-tail keywords-
a small website will have more success targeting these. They do have lower search volumes but are easier to rank for
Ip addresses -
address of computer so they can connect with each other.
Ranking -
based on popularity (how many backlinks) and relevance to the search phrase. Webpages are ranked, not websites. • Page rank. I have 5 inbound links from different websites. Those 5 websites each link to 10 pages (1 being mine). Page rank = Pra/10 +PRb/10....
Content hierarchy -
below the fold was basically the same but above the fold was different.
Anchor text -
check out this Utah DJ. Or click 'here' to find out more. Google penalizes if there are a ton of unnatural super specific backlinks like 'utah dj'
What are the tools use for AB testing?
clicktale.com, crazyegg.com, kissmetrics.com, unbounce.com, and optimizely.com
Jared. Youtube metrics for engagement:
comments, subscriptions, likes, shares (YouTube cares most about watch time)
Server -
computer connected to the internet that fulfills information request to the website
4 Cs to get lots of views-
content, consistency, collaboration, call to action.
Facebook advertising-
cpc, cpm, cost per action, AND oCPM (optimized cost per million - target most likely people to like page)
Remarketing -
displaying ads to users who have already visited a particular site. They visit oneabovedj.com and for the new few weeks they sporadically
Single vs. double opt in emails
double opt in is when they sign up and then get an email to make sur they want to, Single is just one click.
Phrase match
fun and cheap "utah wedding dj" anything can be added onto the beginning or end of the "" phrase
Don't forget about the global attribution case and the conversion funnel
global attribution conversion funnel
Twitter -
handle @thecoopdog
Cookies
how we track users. A unique identifier
Client side coding languages
html and java script -
Disavow tool -
if you are getting linked to then you do disavow tool and you disavow the links.
Time Decay attribution
interactions closer to the time frame of the purchase is given more credit than the interactions further back.
Server side languages
java, C++, Perl, PHP
last click attribution
last click attribution gives too much credit to online SEO and AdWords. He/She probably saw ads on the street, TV, newspaper, etc.
Pigeon -
local results based on location of searcher and not location of center of city. And based on traditional ranking.
Broad Match -
no symbols. Google will show that ad to any keywords or phrases that it thinks are similar. Great for increasing traffic if you aren't exhausting your daily budget.
Site versus domain links -
oneabovedj.com/weddings has 10 inbound links but weddingdjutah.com/weddings has 1 and it still ranks higher. Why? Because weddingdjutah.com has 110 inbound links to the entire site whereas oneabovedj.com only has 21.
Panda updates -
pages quality score is based more on characteristics of the website itself and not quality of inbound links. • (lots of ads, duplicate content, thin content, content freshness, grammar, social media sites influence ranking, user behavior (back button right when they hit page), outbound links
Penguin updates -
penalized over optimized anchor text. Instead of 'click here' it was 'click here for black couches on sale'
Bidding Strategy 1 - • Set bid manually -
person sets max CPC manually
Alternate conversions on mobile devices -
phone calls, research, app download, in store visit,
Hosting -
providing server space for others to run a website
Constraints on mobile device -
screen size, fat fingers (difficult typing), typing, slower load times.
Calculating relevance -
search phrases that match the words, combinations, and location of words on the page • Plus URL, title tag, and inbound links
Email list maintenance -
send a huge email list then get rid of hard bounces (email is fake), then multiple soft bounces (inbox is full), and then unopened people who haven't opened in a few months
First Click attribution -
the first click online had the largest impact on the buyers decision to buy.
Second-price auction -
winner of bid doesn't pay his price, rather, he pays 1 penny more than the bidder below him.
Fb news feed
• Any content posted by friends ( pictures, links, videos, etc) • Other actions from friends (likes, shares, etc) • Content from pages liked by user • Paid for advertising.
Email types
• Broadcast (the largest email volume) - regularly timed emails that go out to the entire email list or part of company email list. • Transactional - "thanks for your purchase" 'your purchase has been shipped • Triggered emails ○ abandoned cart email**** super profitable ○ Welcome back emails - for customers who haven't opened an email in a long time • Onboarding emails - people who just signed up. Welcome offer, invitation to download app or connect on social media
Display ad bid types
• CPC • CPM • CPA
Ad copy guidelines
• Effective titles - use keyword in title • Effective description ○ Keywords ○ Unique Value Proposition ○ Call to action
Display ad planner
• Enter the keywords for the interest of your targeted customers "piano" "grand piano". You can also put your landing page url so google can better match your page content • Google will make suggestions to how to reach these people. ○ Suggestions come in form of ADGROUPS. Can immediately set bids for clicks/impressions based on the targeting method used by that adgroup
Analyzing success
• Generate traffic • Conversions (some type of desire behavior) • Generate revenue
Monitoring tools -(ORM online reputation management).
• Google alerts- search certain keywords and certain types of content. • Monitor serps - do your own search for your company and see what comes up
Content types of social media
• Humor • Deals/discounts • Contest/drawings • Useful ideas/practices • Insider knowledge- sneak peek at next phone • Product updates - new products or change to existing • News from the Icon - News from the black guy on Old Spice makes people want to view/watch it • Training/education- B2B offering free webinars, etc. • Community - ability to talk with other users of brand
About Twitter
• Public messaging board. Limited to 140 characters. Usually have short link to expand to another page with more info. • Promoted accounts (its recommended that you follow @ldschurch), promoted tweets (user doesn't follow Starbucks but Starbucks add appears), promoted trends (keywords at bottom that are 'hot' and company pays to have their word in this section) • Can post up to 20 times a day without bombarding followers
Keyword mapping
• Relevance (most important) - map relevant keywords that have to do with your site • Traffic - use highly searched keywords • Competition - don't try to map and rank for super competetive words... You'll never show up. • Current ranking - focus on bettering the pages of your site that could easily get on the first page of google. If one page rank is 14 and the other 88, focus on getting the ranked 14 page to the first page of google
Trust symbols - know a few of them
• Return policy & guarantee • Brand recognition & Awards • Positive publicity "As seen in..." • Social media presence • Video demonstrations and testimonials
Be familiar with some of the myths of social media
• Social Media is Free - have to pay an employee to run it • Social media must go viral - there is no way to predict or plan for something to go viral • Social media will replace traditional media - true, but traditional media is on a slow slow slow decline. • Good social media must reach millions of people - a local bakery just needs to influence some key potential customers
Youtube advertising -
• display ads - appear to right of video above suggested videos • Overlay in video ads - transparent adds that appear during video near the bottom • True view in stream ads - skippable ads before or after a video • Non-skippable in stream ads - can't skip them. Before or after video • Advertising on youtube is great because: ○ Can pay for different types of ads ○ Can target narrow customer base ○ Doesn't require enormous budget ○ Can lead directly to conversions since people are using their mobile device
Responding to bad publicity -
• don't say the name of the company in your response • Respond once then leave it alone • Take it offline • Have social media sites or websites just to respond to positive/negative customers
Active reputation tactics
• populate the front page with positive information. Corporate blog, charity efforts, product microsites, cause microsites, etc. but make sure it creates value and people stay on the page otherwise it will never rank.
