MARK 4450 Exam 3
What is Facebook Zero?
-The declining organic reach on Facebook for Facebook pages. - FB wants to get so 0 reach can be without money behind it/you gotta pay
CAN-SPAM Act of 2003
-enforced by FTC - don't use misleading subject lines - postal addresses must be included on emails -clear way for users to unsubscribe -you cant harvest or randomly generate addresses to contact
What is quality score?
-it's an estimate of the quality of your ads and landing pages triggered by that keyword - ranked 1-10, 1 is the lowest quality 10 is the highest
What's twitter's business goal?
-to connect to what people are talking about right now - a conduit for customer care
What are Facebook's 4 problems?
1. Age 2. Innovation 3. Metaverse 4. Antitrust
What is considered when determining ad quality?
1. Historical Performance 2. Click-Thru Rate 3. *overall account quality 4. *Vertical QS Tax 5. Ad Copy Relevance 6. Keyword relevancy 7. Landing page relevance
What are the three categories that YouTube uses to personalize recommendations? and explain
1. Personalization: user watch history and action 2. Performance: interest in watching the video, duration, satisfaction 3. External Factors: topical interests, how competition is performing, relevancy to the current situation
Facebook algorithm's four ranking factors?
1. The Inventory of all posts available to display 2. signals that tell facebook what each post is 3. predictions on how you will react to each post 4. a final score is assigned to the content based on all factors
Why didn't applying the tribes concept to brand communities work?
1. fans did not usually like a page because of common interests 2. The majority of fans never participated on facebook pages 3. It was a one-sided convo 4. Most brands didn't really have a strategy to drive business value- they were just making noise
What content formats does IG have? - think beyond the post
1. shopping 2. stories 3. live video 4. reels 5. direct messaging
Who was the first commercial web magazine and what did they create?
1994 Hotwired & they created special sections on the website for banner ads
In what year did digital display ad spending surpass search ad spending in the U.S.?
2016
IG is what percent of FB Revenue? and what is IG valued at?
25% and valued at 150B
What percent of all retail sales occur from Black Friday until Christmas?
30%
What is the FB algorithm?
AI software that decides which posts users will see when they check their feed.
What retailer typically outperforms all others on Black Friday?
Amazon
Who founded Pinterest?
Ben Silbermann
Who owns TikTok
ByteDance
DMP
Data Management Platform
DSP
Demand Side Platform
What is the highest channel for delivering ROI?
Who founded Snapchat?
Evan Spiegel and Bobby Murphy
True or False: Twitter has more daily active users than Snapchat.
FALSE
What does programmatic allow brands to do?
It allows brand to tailor specific and creative messages to the right person at the right time that are more precise and personal. This results in more efficiently targeted campaigns and less of the "Spray and Pray" methodology
What are two benefits of programmatic?
It gives us guaranteed impressions & we have a pre-agreed upon price
What will machine learning bring?
It will bring smarter spam filters- emails that go continually unread will be targeted as spam
What's Edgerank?
It's the algorithm that facebook uses to determine where and what posts appear on a user's newsfeed.
Who founded Twitter?
Jack Dorsey and Biz Stone
Who founded Instagram?
Kevin Systrom and Mike Krieger - buddies from Stanford founded it in 2010
Who founded Facebook?
Mark Zuckerberg, Eduardo Saverin, Dustin Moskovitz, Chris Hughes, Andrew McCollum
What was created once we learned to ignore banners?
Pop ups & Pop Under ads
RTB
Programmatic platforms
Who founded LinkedIn?
Reid Hoffman Alan Blue Konstantin Guericke
What is the key for making an impact on consumers?
Relevance
What are the two types of search?
SEM & SEO
When should you use text/sms strategy and when should you use email?
SMS/Text: for last minute, shorter, reminders & alerts Email: for longer term things with more content
SSP
Supply Side Platform
True or False: The smaller the screen the bigger the impact
TRUE
What is the IAB?
The Interactive Advertising Bureau which was created to regulate many things on the internet including the standard ad banner sizes
What's Web 3.0?
The Semantic Web (2010- present) where computers interpret AI & Machine Learning to intelligently generate & distribute useful content to the particular needs of a user -focusing on decentralizing the internet, w/ FB at it's core
what's Web 1.0?
The Syntactic Web (1990-2000) the role of a user is limited to reading info that's provided by the content producers
What's web 2.0?
The social web ( 2000-2010 & continues even now) facilitates the interaction between web users and sites which allows users to communicate with other users
What did Google do in regards to the PPC model?
They didn't invent it they PERFECTED it
True or false: retargeting and remarketing are the same thing
True
What's the biggest driver of growth in display ad spending this year?
Video
Who launched Pay Per Click (PPC)?
Yahoo! did in 1998 using a platform called Overture. Which was a model where you could essentially buy your way to the top.
What did double click create?
a way to better track consumer behavior and ROI
what do 39% of marketers say is the most effective tactic for improving email engagement?
automatically sending out emails based on triggers- this is called Behavioral Targeting
Why didn't brand pages work?
bc the pages kept overcompensating for consumers/followers
What was the holy grail of social marketing in the beginning?
getting consumers to interact with other consumers in the context of the brand
What is an algorithm?
instructions/rules that're designed to resolve a problem or accomplish a specific end goal
What's predictive email marketing?
it helps to reduce churn by better understanding which contacts are most likely to unsubscribe
What is the future of search?
it's all about infusing big data, context, and relevance into your search results
FB is really good at both reaching and targeting the right audience but what's the drawback?
it's not free
What's search engine optimization (SEO) ?
it's the process of improving your website and content so that it is visible to search engines -it aims to make the info and services on your site be the most relevant and match the keywords that users are searching - it's organic and not paid
What channel is every brand prioritizing?
mobile
What is the metaverse?
online experiences that are highly immersive
What is a lookalike audience?
taking your custom audience/best audience and finding more people like them
What is retargeting?
the ads that chase you around after you done something (ex: you shop for a formal dress on revolve on Tuesday and then Wednesday you get an ad for similar dresses from revolve)
What has been the single most important trend in consumer behavior in the past 20 years?
the consumer adoption of the smart phone
CPC
the cost you are willing to pay per click
What is metadata?
the information that surrounds your video: title, tags, description
What is showrooming?
the practice of visiting a store or stores in order to examine a product before buying it online at a lower price.
CPV
the price you are willing to pay per one thousand 6-second or 2-second video views
CPM
the price you're willing to pay for one thousand impressions
What is shopper marketing?
the understanding of how one's target consumer behaves as a shopper and using that info to influence their purchasing decisions
What is Email Marketing?
the workforce for business
What is programmatic media buying?
this is the algorithmic purchase and sale of advertising space in real time. - think ab Wegmans' and cvs fighting to put an ad in front of you. you always go grocery shopping on Monday's and it's a Monday so Wegman's really wants you to see an ad. you always get your perscriptions on the 15th and it's the 13th.- Wegman's decides its worth more for them to get an ad in front of you so they will pay more.
what are facebook algorithms' end goal?
to keep people on the platform for longer so that they can become more valuable for advertisers
What should you use Linkedln features for?
to tell your company story, improve search rankings and build audience
What do we use segmentation for?
we use this for everything - seeing email engagement, who opened what, when, and for how long -position in the sales funnel -amount spent -past purchases -demographics -geography -etc...
What are custom audiences?
when you take your 'best' audience/customer list and upload only to them
What are the three variables that make up the Edgerank algorithm?
- Affinity - Weight - Time Decay
Whats Search Engine Marketing (SEM) ?
- Internet advertising that utilizes search engine results to promote brands and websites. - It's paid media where the advertisers bid on specific search keywords, and when those wears are typed their ads will be shown.
What are the best practices for retargeting?
- Sequential messaging (use certain ad messages based on what they've already been exposed to) - frequency capping - test different messaging and frequency strategies - exclude converters ( don't include people that have already converted) - retarget across product lines - apply layered retargeting
0 CPM
- a really specific/targeted version of cost per thousands - the price you are willing to create one thousand impressions targeting users that are likely to complete a conversion
What do you need in order to be considered an E-commerce site?
- a shopping cart & - the ability to accept payments
What is social commerce?
- a subset of e-commerce - it involves media that supports social interaction & user contribution to assist online buying (think about the buy button on ig you j click one button to buy)
What are some of the best email practices?
- balance content 80/20 80% educational 20% promotional - set expectations on subscribe page -pick one primary call to action -use creative email subject lines
Ad Rank/position
- determines the order in which your ad shows up - doesn't take into account action-time factors
What are some Native ad types?
- in-feed units - paid search - recommendation widgets - in- ad units with native elements
What is native advertising?
- matches the form and function of the platform on which it appears
What does omni-channel refer to?
- providing a seamless experience to consumers regardless of channel or device - buy shoes online and pickup in store - it's really hard to do bc you gotta know where all your inventory is
what were instagram's initial flaws?
- there was no really good or efficient way to build an audience - there was also no built in analytics
what does multi-channel refer to?
- whatever you're gonna do in-store you can also do it on the web. But once you start on one channel you have to stay in that channel or if you switch you're gonna have to start all over - all channels are available to the consumer but they're not integrated
Instagram audience
- younger - more female - 89% of users live outside of the US
What does Meta own?
Facebook, Facebook Messenger, Instagram, What's App
What was the first commercial website to sell clickable ads and when was it created?
Global Network Navigator, which was created in 1993
