MGMT 427 Exam 1
Search Engine
A web search engine is designed to search for information on the World Wide Web and servers based on keywords. The search results are generally presented in a line of results often referred to as search engine results pages (SERPs) - Google - Bing - Yahoo
Suppose you are an advertising campaign manager. You noticed that several terms that aren't relevant to your advertising. How can you reefing your campaign's keywords? A) Add the terms as negative keywords B) Add the terms as keywords C) Add the terms as phrase match keywords D) Add the terms as exact match keywords
A) Add the terms as negative keywords
Google has built itself as the dominant player in the search engine industry. Google is not the #1 search engine in which of the following group of countries? A) China, Russia, Korea B) Russia, Korea, Singapore C) Korea, China, Japan D) China, Russia, Brazil
A) China, Russia, Korea
According to the case, which search engine platform had the highest cost per application? A) Google B) MSN C) SuperPages D) Yahoo! E) Unified Marketplace
A) Google
According to recent Google Trends data, which term would consumers on mobile phones be most likely to type in a search engine? A) Shoe shops near me B) Great shoe shops C) Shoe shop addresses D) Shoe shop sales
A) Shoe shops near me
Web 3.0 Example
"I want to go for a restaurant. My options are?": (Info + user interactions + data-driven options) - Web 3.0 structurally describes everything online and creates a big collection of databases which can be connected in real-time - Knows the users preferences analyzing past search items and choices
Web 2.0 Example
"Want to go for a fancy restaurant for dinner": (info and user interactions) -Access a social media site - Search for good restaurants around you - Review user comments
BBVA acquisition cost goal
$200 - $150 is good, $100 is great
Density (SEO)
(keyword count) / (total word count) - Achieve around 2-3% keyword - No magic target density
Visible Ad Format
- Ad Title - Display URL - Two lines of description
Ad Editorial Standard
- Ads or extensions that do not use commonly accepted spelling or grammar (flwrs) - Punctuation or symbols that are not used correctly or for their intended purpose (f1owers!!!) - Capitalization that is not used correctly or for its intended purpose (FlOwErS) - Non-standard, gimmicky, or unnecessary repetition of names, words, or phrases (Buy Buy Buy shoes!)
Increase budget to offline acquisition?
- Depends on the presence of bank branches - Perception of convenience, ATM locations
BBVA display vs search cost per application and cash promotion
- Display: $88 - Search: $73 - Cash promotion: $150
Website Title (Improve website structure)
- Display: The website title is displayed as the name of the tab - HTML: Title of Search engine result page: <title> Brandon Baseball Cards </title>
Web 3.0
- Execution phase, machine learning - right now most systems are between 2.0 and 3.0 - Facebook newsfeed (customized for you), data 3.0 by governments - Marketers will have the ability to provide more efficient strategy on individual targeting through integrated and intelligent data - Marketers will have the ability to enhance consumers' personal shopping experience by providing more relevant offering in both online and offline channels.
Inbound vs Outbound Marketing
- Inbound Marketing: A collection of marketing strategies and techniques focused on pulling relevant customers toward a business and its products. - Outbound Marketing: interrupting customers' daily activities with business or product message.
Web 1.0
- Information portal, mostly read phase -old yahoo, alta vista, MSN etc
Not Visible Ad Format
- Keywords - Bid - Budget - Targeting - Quality Score - Destination URL
Keywords (Google Ads)
- Keywords are the roots of the Google Ads campaign - Ad groups should contain tightly themed keywords - Carefully targeted keywords will give you a far better result on Google Ads than un-targeted keywords
Policies for Sitelinks extensions
- Link Text Repetition (using the same link text for more than one sitelink) - Duplicate URLs (multiple sitelinks in the same campaign or ad group that point to the same landing page or the same content) - Third-party URLs (Sitelinks URLs that don't match the domain of the ad's final URL)
Tag types
- Meta Tag - Title Tag - Heading Tag
Increase budget to online acquisition?
- Reach diverse demographics (e.g., younger consumers) - Charge higher fees to customers - Breaks the geographical limits
According to Huffington post in 2016, what are the 4 best industries for social media?
- Real Estate - HR - B2C retail - Legal
Landing Page Experience
- Relevant and Original Content - Easy to navigate and transparent of the business - Users not returning to search page
Type of Ad extensions
- Sitelink Extensions - Location Extensions - Call Extensions - Seller Rating Extensions - Social Extensions
Search Engine Optimization
- The process of modifying content, site characteristics, and content connections to achieve improved search engine ranking - Increasing the presence of a website on search lists using on-site tactics - Earning higher organic search rankings
Content Strategy (SEO)
- create unique and interesting content - place target phrases at front of sentences/paragraphs - embed relevant links for spiders and users -avoid presenting content in certain dynamic methods (videos, flash, etc)
Strategies under Pigeon (google algorithm update)
- have a clear, concise and easily available info on your website - claim your local business on web portals - use local directories (Yelp, FB, YellowPages, etc) and have positive reviews
High Quality Website
- high clickthrough rates - good landing page experience - relevant pages for search terms that are useful to users searching for them
Adwords History
- launched in 2000 (3 years after Google launch) with 350 advertisers - most of Google's revenue - reason why Google is free
BBVA Compass
- marketing sponsorship - online vs offline - display ads vs search ads
Digital Narratives
- referring to the young generation as "native speakers" of the digital language of computers, videos, video games, social media and other sites on the internet - originated in a 2001 article by Marc Prensky entitled "Digital Natives, Digital Immigrants"
Tips for writing a text ad
- use keywords - include specific prices, offers - strong action - tell a story - offer guarantee - use quote
Web 2.0
- write phrase, interactions b/w sites and users - YT, Facebook, Flickr
What is the Page Rank for http://www.purdue.edu?
9
Increase bid price or ad quality to improve score?
Bid amount is important, but quality of ad is more important.
Ad rank is determined by
Bid, Quality, and Format Impact (Ad format)
Benefits of Ad extensions
Allow users to see detailed information about the website - Google states, on average they found that there is a 10-15% CTR uplift* from implementing a new ad extension
Alt Tag
An HTML tag that allows you to specify text to display on an image that appears when you put your mouse over the image.
Page Rank
An algorithm used by Google Search to rank websites in their search engine result - counting the number and quality of links to a page to determine a rough estimate of how important the website is (more important websites are likely to receive more links from other websites) - shows how important a page is relative to all the pages on the internet (0 to 10 scale, where 10 is highest)
Adwords
An automated auction where the advertiser buys relevant search terms for search engine users search the ads for those search terms
Which marketing activity is considered a web 2.0 based marketing? A) Creating a banner ad on Google B) Allowing customers to post reviews on your website C) Using customer reviews to understand recent trends D) Collecting data from embedded devices
B) Allowing customers to post reviews on your website
Do you have to pay extra to have ad extensions in Google? A) Yes B) No
B) No
During the 90s, Yahoo was the #1 search engine on the web. What was the key index for search algorithm for a webpage that Yahoo used during the mid 90s? A) Quality of the webpage B) Number of keywords in the webpage C) Reference links to the webpage D) Domain name and keyword relevance of the webpage
B) Number of keywords in the webpage
White, Gray, Black Hats
Black Hat Strategies: duplicate content, invisible text and stuffed keywords, cloaking or redirecting the user to another site, links from sites with non relevant content White Hat Strategies: relevant content, well labeled images, relevant links and references, complete sentences with good spelling, standards-compliant HTML, unique and relevant page titles
Ads Account Structure
Campaign (Shoes) Ad Group (Tennis shoes and Walking shoes) Keywords (Tennis shoes: tennis shoes, best tennis shoes, shoes for tennis, red tennis shoes, etc)
Search vs Display complements or substitutes?
Complements - some search results are due to display exposure
CPC
Cost Per Click
Indexing Approach
Crawling is the process where programs discover new and updated webpages to be added to their index - stores words, links, relevance, etc
Display vs Destination URL
Display: URL displayed in your ad to identify your site to users Destination: The web page on which a user will land after clicking on the ad. It doesn't have to be the site's main page (Also called a landing page)
According to the case, BBVA has purchased consumer checking as a keyword on search engine advertising platforms. If they purchased as board match, which of the following would trigger a search match? A) consumer checking account B) customers checking C) check consumers D) checking consumer fraud E) All of the above
E) All of the above
If you have purchased 'lafayette' as broad match in keyword matching, which of the following search query will result in a search match? A) 'lafayette bars' B) 'west lafayette pizza' C) 'things to do in lafayette' D) 'purdue golf in west lafayette' E) All of the above
E) All of the above
Which of the following is NOT a keyword that the SEM of Purdue University has provided? A) West Lafayette B) United States C) Indiana D) Mackey Arena E) Lafayette
E) Lafayette
Social Media Visualization
Find patterns, hubs and segments based on connections
Googlebot
Googlebot is Google's web crawling bot - Web crawlers are sometimes called spiders - Google and many search engines have their own version to index web pages (Apple: Applebot)
Keyword Demand and Competition
Higher competition: lower conversion rates Lower competition: higher conversion rates
Traditional Auction
Highest bidder pays the price they offered
Second Price Auction
Highest bidder pays the second highest bid price
SEO Strategies
Improve website structure - Make sure website is well structured with tags and descriptions Good referencing - Intuitive referencing to content, images, videos on website URL - Intuitive URL address Sitemap
Higher quality ads can lead to:
Lower prices and better ad positions
What is the essential idea of marketing?
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (AMA, July 2013)
Search Engine Marketing (SEM)
Marketing via search engines, done through organic search engine optimization, paid search engine advertising - more so by paid advertising - promote website by increasing its visibility
Row Identifier
The part after "?" is a database - used to retrieved the specified data from one or more database tables
Query String Parameter
The part after "?" is called the: (dynamic URL)
Expected Clickthrough Rate
The percentage that an ad is clicked when it is shown
Social Media Optimization (SMO)
The process for content on social media platform to be more visible and linkable in online communities - If more visible, users will share, post, like, tag, etc., the content to be more part of their stories - It also benefits search engine rankings (special form of SEO)
Tags
Primary variables that classify the website. - tags, keywords in the website, tell the search engine what the website is about - must select your keywords in the tags that best reflects your website
Digital place:
the offering is delivered through digital channel to consumers -augmented reality (digital ads) -pokemon go -itunes -ebay -online tickets
Digital product:
the web and other digital tools serves as a medium for creation of full or partial goods and services. -ebooks -nest
Nodes
vertices - visual representation of an entity
The first crawler (index approach)
webcrawler.com - later used by AOL and excite.com
Keywords
words or phrases that searchers type into the text box in a search engine to find resources
Digital promotion:
Social chatter, online buzz: FB, Twitter eWOM, Review Sites: Yelp, FB, Amazon Daily Deals, flash sales: groupon, snapchat SEM, SEO, own media: Google, FB page Display Ads: NBC.com, NYtimes.com
Title Tag
Tag that defines the website's title - will be displayed on the browser title bar, in search engine results, and RSS feeds - should include at least 2 keywords from meta tag - limit less than 12 words to describe
Is the search engine process done in real time?
Seems like it is, but no.
Did BBVA purchase branded keywords? That is, did they purchase BBVA as a keyword?
Yes!
Cost per Click
the ad rank of the person below you / (your quality score + .01)
How do search engines work?
1) Spider Software (Collect) 2) Index Software (Analyze) 3) Query Software (Reveal)
Hummingbird (google algorithm update)
2013: natural language query or conversational search - answer specific user questions, rather than just picking certain keywords within a query - ex: if you reach "first man on the moon" the result will be "Neil Armstrong" - you need to have good website about Neil Armstrong, not necessary to put meta tags such as "first man" or "moon"
Panda (google algorithm change)
2013: prevented users from clicking on low quality, spammy pages - refinement scared investors which included goldman sachs - low quality sites: lots of paid links, mostly empty, thin content, too many ads) - ex of demand-type content farm
Pigeon (google algorithm update)
2014: focus on local searches and strong local ties - currently in English (US) only - ex: search "used cars" and the local result on top, similar results for organic searches
Quality Scores determine
Ad Rank
Sitelink extensions (Ad extensions)
Add links to help people find what they're looking for.
Increasing Links
Affiliate marketing: Publish related content and links across other websites or social media Encourage other websites to link to original site: Link or subscribe
History of Search Engines
Analysis of word relationships (Excite.com) -which words are used most commonly Directory Approach (vlib.org and 90s Yahoo) -virtual library
Which keyword matching will result in a search match if someone on the internet searched 'mens running shoes?' A) Broad match, 'running shoes for guys' B) Broad modifier, 'shoe for running mens' C) Both will be a search match D) Neither will be a search match
C) Both will be a search match
What happens if a search campaign consistently meets its daily budget? A) Higher average CPCs B) Fewer sites targeted C) Missed potential ad impressions D) Accelerated ad delivery
C) Missed potential ad impressions
Which of the following is the LEAST likely keyword that BBVA purchased on search engine advertising platforms (Google Ads, Bing Ads, etc.)? A) checking accounts B) saving account C) free account D) direct deposit
C) free account
If BBVA purchases checking accounts as a keyword, which type of match would you most likely use? A) broad match B) broad modifier C) phrase match D) exact match
C) phrase match
Advertising Network
Company that links advertisers to websites
Meta Tag
Code embedded in a webpage and only visible when opened as a source code Meta keyword: Include 3-4 targeted keywords of the website Meta description: The description that will be shown with the search engine listing
An advertiser selling computer monitors is writing new ad text for an existing ad group. Which meets Google Ads editorial and professional requirements? A) *Free*delivery on LCDs B) Cheap, cheap, cheap monitors C) BUY affordable LCDs D) 20-70% off LCD monitors E) We sell all kinds of LCD monitors (this is underlined)
D) 20-70% off LCD monitors
How many word phrases in searches had the highest average conversion rates? (e.g. 'Purdue football' is a 2 word phrase) A) 1 word phrase B) 2 word phrase C) 3 word phrase D) 4 word phrase E) 5 word phrase
D) 4 word phrase
Which of the following team is NOT one of the teams that BBVA continued to sponsor after 2016-2017 season? A) Dallas Mavericks B) Houston Rockets C) San Antonio Spurs D) Chicago Bulls
D) Chicago Bulls
According to the case, which campaign's keywords are most competitive in the search engine market? (Exhibit 6) A) Consumer checking B) Free checking C) Checking Account D) Free checking account E) BBVA Brand
D) Free checking account
What was the most expensive keyword on Google? A) Attorney B) Mortgage C) Loans D) Insurance
D) Insurance
What happens on Google search if a website uses a 'black hat' strategy, i.e. duplicate content, excessive stuffing, etc.? A) The search rank on Google will continue to increase B) The search rank will remain the same as Google notices a 'black hat' strategy C) The search rank will decrease as Google notices a 'black hat' strategy D) The website will be not be searched on Google
D) The website will be not be searched on Google
What is digital (social media) marketing?
Digital & social media marketing is the use ofdigital and social media channel(internet andother digital technologies) to create,communicate, deliver, or exchange offeringthat have value for customers, partners, andsociety at large
Digital Media
Digital media is digitized content that can be transmitted over the internet or computer networks
Directory Approach
Directories are manually compiled taxonomies of website - maintenance are time and cost intensive - lacks scalability (hard to process and manage increased demand) - human input necessary to create each listing - led to indexing method
Quality Score
Estimate of the quality of your ads, keywords, and landing pages - The more relevant your ads and landing pages are to the user, the more likely it is that you'll see higher Quality Scores - Similar to Page Rank in the organic searches
Ad Format: Extensions
Extra business information about address, phone number, store rating, or more webpage links. - Can increase quality scores
Linkwheel
Formulate links back to the original site
HTML (improve website structure)
HyperText Markup Language - A standard markup language for creating web pages and web applications - Process: Web browsers receive HTML from a web server and creates a document into a multimedia website
When does advertiser pay?
In general, only when a click is made on an advertisement - this will show more useful ads in a higher position on the SERP - only pay for ads that were relevant or a high quality with keyword to users
Exact Match
Include exact term or close variations of that exact term
Phrase Match
Include phrase or close variations of that phrase
Improve website structure
Indicate page titles by using title tags - Make use of the "description" meta tag <title> Brandon Baseball Cards </title>
Negative keywords
Keywords that prevent an ad from showing up when specific terms are present. - ex: optometrist trying to sell reading glasses. you don't want people who are looking for "wine glasses" - neg keywords would be "wine" and "drinking"
Marketing media and method
Media: Traditional media or digital/social media Method: Inbound or outbound marketing
Meta Tag (Improve website structure)
Metadata is information about data - <meta>tag provides information about HTML document - metadata will not be displayed on the website - Shown on Google's search page - Commonly used for: (Page Description, Keywords, Authors, Last Modified, etc)
Who did BBVA sponsor with?
NBA, WNBA, NBA D-league sponsorship: - $100+ million multi year deal, 4 year (2010) - Ad budget was $6 million - Extension signed in 2014 for 3 years ESPN (College football): - Papa john's bowl changed to BBVA Compass bowl - Big East vs SEC - Ended 2014 - Birmingham bowl
Google Algorithm Changes
Panda: crackdown thin content Penguin: crackdown link manipulations Hummingbird: high quality content, conversational search Pigeon: focus on local search and strong ties
If you were BBVA, would you extend your sponsorship with NBA after 2016-2017 season?
No
Can you choose the fonts size or design (bold or italic) on the ad descriptions in Google Ads?
No!
Should you refrain from using more dynamic URL for indexing and ranking on search engines? Yes, it would be hard for search engine bots to index your website No, search engine bots can crawl dynamic URLs and interpret different parameters
No, search engine bots can crawl dynamic URLs and interpret different parameters
Keyword Matching
Not too general and not too specific - phrase match - exact match - negative match
What is the role of online and offline advertising in acquiring checking account?
Offline: brand awareness, build trust Online: larger audience, low cost to reach
Keyword Matching
Once you have set your tags, you would need to set them on search engine advertising platforms, Google Ads or BingAds - Keyword match types help control which searches on search engines can trigger your ad - In general, the broader the match type, the more traffic potential that keyword will have, since your ads may be triggered more often.
Social Media
Online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility
Organic vs Paid Search
Organic: Search results based on unpaid, natural rankings determined by search engine algorithms Paid: Search results based on paid search to display your website on search results when a user types in a specific keyword or phrase
What are the 4Ps in digital and social mediachannel?
Product, Price, Promotion, Place
Ad Relevance
Relevance of page content and search query
Social extensions (Ad extensions)
See who has reviewed the company.
What is a bot?
Robots are simply programs that automate repetitive tasks at speeds impossible for humans to reproduce -ex: spider
SEO vs SMO
SEO: Optimizing content, Creating tags, keywords, titles, URL SMO: Optimizing content value, Including share tools and interactive communities on social media, blogs, forums, etc.
SEM
Search Engine Marketing
SERP
Search Engine Results Page
Changes in algorithm
Search engines changes its algorithm over time - Google does so 500-600 times per year
Social Media & SEO
Search engines have incorporated social signals (e.g.,likes, shares, views, etc.) into their ranking algorithm
Spider Software (Collect)
Search engines use "spiders" which search (or spider) the web for information - They are software programs which request pages much like regular browsers do - Records various information regarding the websites
Search vs Display advertising
Search: Who are looking for the product/service on search engines - targeted market - need based offering - someone looking for checking account, savings account, etc Display: Who does not necessarily need the product/service (May incidentally exposed to message as a banner ad) - brand awareness - provide information
Static and Dynamic URL
Static: does not change over time Dynamic: generated at the moment the user submits a search query, usually to a DATABASE? (The page is generated by using data from a database)
Freemium (digital price)
The basic service is free and attracts a huge user base. The premium value-added service is paid for and has tiny user base, which in some ways compensates for the users who do not pay.
Dynamic URLs
URLs that contain "?"
Notable PageRank 10s
USA.gov, Twitter.com, hhs.gov, europeana
URL
Uniform Resource Locator - Colloquial term for a web address - Quite interchangeably used with URI (Uniform Resource Identifier)
Index Software (Analyze)
Using an algorithm, the index software makes sense of the text, links, and URLs that the spider has collected - it understands what websites are all about and provides scores to these websites
Digital price:
the digitization of any other three Ps may require different forms of monetization.
Broad Match
Used in paid search campaigns, meaning to accept a search match containing keywords in any order. -include misspellings. synonyms, related searches, and other relevant variations, in any order
Heading Tag
Used to section and describer the content - heading levels are designated as H1, H2, H3, etc - major headings should include keywords of the website
Characteristics of Dynamic URL
Users can have different URLs but can have the same content - So different users might link to URLs with different parameters which have the same content - Using the same dynamic URL may not result in the website - Would this cause an issue to spider software by search engines?
SEO Reverse Engineering
We do not know exactly what algorithm search engines use - Links - Popularity - Content on pages -...
The Robots Exclusion Protocol
Web site owners use the /robots.txt file to give instructions about their site to web robots
Can you block Google spider, "Googlebot" from getting content from your webpage?
Yes!
Adwords Auction
ad position is determined by combination of bid amount and quality score for the search term - Every query is an auction - happens almost instanteously - winner gets an ad on search results
Location Targeting
allows your ads to appear for people in those locations - You can choose locations in different ways - Entire country - Areas within a country like cities, county or zip codes - A radius around a location (Minimum radius you can get is .1 mi/km)
What are examples of traditional media?
broadcast media, print media
Location extensions (Ad extensions)
click to see map/address
Broad Modifier
contain modified term (or close variations, but not synonyms), in any order - '+' sign limits the keyword match to close variants
Display ads application cost and CTR
costs less to get impression but CTR is low - display ads are more likely to progress through the application
search application cost and CTR
costs more to get impression but CTR higher
Goal of outbound marketing
interruption-disruption model - To create interest and attract consumers to watch or listen to the marketing message - Traditional media companies, ABC, CBS, etc., still rely on this method - Social media sites
Seller rating extensions (Ad extensions)
star ranking from previous customers
Call extensions (Ad extensions)
tap or click to call - can be different for desktop and mobile
Keyword Demand Curve
keywords in the long tail get a small amount of traffic, however combined with other keywords in the long tail may outweigh those of the top keywords
Edges
links - visual representation of a relation. It is a line that connects two nodes.
"User-agent: *" (Robots)
means all robots visiting this website should abide by the following rules
"Disallow: /" (Robots)
means the robot should not visit any of this website - 'Checkout,' 'cart,' 'orders' and many admin websites are excluded from robots
Differences between traditional and social media?
one way conversation, professional vs user generated content, key metric (reach vs engagement)
If you create a high quality website, the search engine will:
reward you with HIGHER position on the search page at a LOWER cost
Negative Match
searches without the term
Query Software (Reveal)
shows the results of the search engine - if you type a word it will give you relevant webpages for that word - relevant webpages means the webpage with high scores associated for the searched word
