MKTG 443: Exam 2 (Final)

With a budget of $1000, an average CPC of $2.50, how many clicks can the advertiser receive before their budget is exhausted?

$1000/$2.50 = 400 clicks

With an average CPC of $2.00, how high does the conversion rate need to be in order to reach a goal CPA of $10?

($2/$10) * 100 = 20%

With an unlimited budget, an average CPC of $1.00, a CTR of 1.8%, and 60,000 impressions, how much will the advertiser spend?

(60,000 * .018) * $1 = $1080

How to select PPC keywords

1. Search For Yourself - Imagine being in the shoes of a potential customer 2. Competitive Research - While searching from the perspective of a shopper, take note of who is advertising for those keywords.

Importance of Social Media in Business

1. Social Media Advertising 2. Boost Brand Awareness 3. Increase Inbound Traffic 4. Use it for Social Proof 5. Satisfy Your Customers

Meta description

A description of a page's content. Should include you keyword or phrase. Snippet will display up to 160 characters of this.

Quality Score

A measurement of how relevant your ads, keywords, and landing page are to a person seeing your ad. • Expected CTR. If an ad is well written and seems to generate more clicks compared to the other advertisers, Google is likely to reward it with a better ad position. • Ad relevance. Ads and websites should be relevant to the keyword being searched. • Landing page experience. If people click a company's landing page and then quickly return to the SERP (bounce), the action sends a signal that the landing page did not, in fact, have what the searcher was looking for.

Black Hat SEO

A set of practices that are used to increases a site or page's rank in search engines through means that violate the search engines' terms of service. • Content Automation • Keyword Stuffing • Reporting a Competitor (or Negative SEO) • Sneaky Redirects • Cloaking • Link Schemes • Guest Posting Networks • Link Manipulation (including buying links) • Automated Queries to Google • Pages with malicious behavior, such as phishing, viruses, trojans, and other malware

Buying Ad Space

Ad Rank = CPC Bid x Quality Score

In a display network, multiple advertisers are likely to want to advertise in the same ad space. To simultaneously resolve the dual problem of determining: (1) who gets to advertise in that space (2) how much the advertiser should pay to advertise there

Ad networks use a bidding system, similar to the way ad placements on search engines are allocated

Backlink Analysis Tool

Ahrefs helps you check backlinks, keywords and brand mentions, so you can pinpoint exactly what your competitors are doing.

Social Listening

Allows you to track, analyze, and respond to conversations about your brand and industry online Sentiment Analysis (1) scraping all public mentions of a company from social media platforms, (2) coding those mentions as positive, negative, or neutral, and (3) summarizing the average sentiment being expressed about a company (e.g., 40% positive, 3.33% neutral, 56.67% negative).

Demographic Targeting

An advertiser can target age, gender and/or parental status.

Keyword Targeting

An advertiser selects broad match keywords. Google will serve ads alongside content that matches the keyword

Topic Targeting

An advertiser will reach a group of websites that fall into the selected topic

Placement Targeting

An advertiser will select the placement(s) - i.e. the domain(s) - that their ads should appear on. For example, if I want my ad to serve when users are consuming sports content, I may choose specific sports websites or the sports section of online newspapers. For example, I might target the placements espn.com, prosportsdaily.com, sports.vice.com, etc.

Backlink

An external link to a web resource. This resource may be a web page or a website. May be considered as a citation to the web resource that helps drive traffic.

If you have a $3000 budget, your average CPC is $0.50, and your conversion rate is 5%, what is your current CPA? How many conversions can you get for $3000?

At a 5% conversion rate 5 out of 100 clicks result in sales, or 1 sale for every 20 clicks. 20 Clicks * $0.50 = $10 CPA. $3000 Budget/$10 CPA= 300 conversions.

Purchasing Funnel

Awareness => Interest => Desire => Action

Benefits of Google Display Retargeting

Broad Reach • The Google Display Network lets you reach people across 2 million+ websites and apps, as well as across devices. Budget-Friendly • You can use real-time bidding to calculate the best bid possible for the person seeing your ad. This means that you'll be creating high-converting retargeting campaigns that are cost-efficient. Reporting • Google retargeting reports let you know exactly how your campaigns are performing and how much money you're spending. So, if you see that a campaign isn't performing, you can make an informed decision to cut it off.

Ad Copy

Final URL Headlines Path Descriptions Ad Extensions

2. Boost Brand Awareness

Find Your Audience • Before you start focusing on a particular social platform, find out whether your target audience is on it. Use Visuals • Images and videos play a big role in helping you grow your brand awareness on social media channels Create Conversations • Talk and listen. Get involved. Showcase your personality by conversing, tagging and mentioning others. Measure Your Efforts • Use the tracking tools provided by the platforms (eg: Facebook Page Insights) along with other external tools such as Google Analytics, etc. to measure your social media activity.

SEO v. PPC

Full time employees dedicated to managing SEO >> Full time employees dedicated to managing PPC

Interest (Audience) Targeting

Google has several predefined interest groups that are available for targeting. Google will place individual users into interest groups based on their web behavior. The interest targeting is further segmented into "In-Market" and "Affinity" interest groups.

Dirty Sitemaps

If a sitemap contains broken links or other errors, instead of helping the search engine index the site properly, the company is now communicating to the search engine that its website is improperly managed bad) or not trustworthy (worse).

Ad Targeting

In Paid Search, you must have keyword-level targeting. In Display, there are several additional targeting options.

5. Satisfy Your Customers

Increasing customer satisfaction with social media includes: • Monitoring conversations to see if your customers are talking about your brand and in what context. • Offering prompt customer service to customers who are facing genuine problems or need some help with the product or service. • Broadcasting important messages, announcements and offers to customers via a social media platform such as Twitter. • Holding regular question & answer sessions with customers to understand their concerns, get real feedback and see how things can be improved. • Connect and build a relationship with power users or customer advocates so that they can help serve other customers.

Offsite SEO

Looks at how authoritative and popular your site is Having other sites link back to yours, indicating that you are an authority in your industry (Links Matter/Words in Links/Reputation)

Onsite SEO

Looks at what your site (or your page) is about Adjusting components of a website so that the intent of your content can be clearly understood by search engines. (Words Matter / Titles Matter)

1. Social Media Advertising

Lower ad costs • You're free to grow on your own, at your own pace Targeted reach • You reach out to targeted prospects, increase your conversions and ultimately get a higher return on investment Real-time performance analysis • Constantly keep track of how well (or how bad) your ad is performing. You're able to change your ad on the fly and instantaneously see the results.

Example: Google Maps ads

Mobile users are often on-the move and looking for a location to make a purchase right now

Popularity Metrics

Number of backlinks Backlinks from related/relevant websites Anchor text Link neighborhood Link freshness Link diversity Social sharing

Rank

Provide the pieces of content that will best answer a searcher's query, which means that results are ordered by most relevant to least relevant. • When someone performs a search, search engines scour their index for highly relevant content and then orders that content in the hopes of solving the searcher's query. • In general, the higher a website is ranked, the more relevant the search engine believes that site is to the query. • To determine relevance, search engines use algorithms, a process or formula by which stored information is retrieved and ordered in meaningful ways.

Crawl

Scour the Internet for content, looking over the code/content for each URL they find. Crawling is the discovery process in which search engines send out a team of robots (known spiders) to find new and updated content

SERP

Search Engine Results Page

Paying for Ads

Search advertisers typically pay on a CPC (cost-per-click) basis (some use a CPA [cost-per acquisition] basis) Display advertisers can pay CPC, CPM (cost-per-mille, or cost per thousand impressions), or CPA.

How to check if a website is indexed

Search with site:URL

5 Component of SEO

Size Time Popularity Linking Text

Reputation Management

Social media monitoring is the process of identifying and determining what is being said about a brand, individual or product through different social and online channels.

4. Use it for Social Proof

Social proof, also known as informational social influence, is a psychological phenomenon where people assume the actions of others reflect correct behavior for a given situation." • If someone commented on your Facebook post praising your company, use it. • When someone tweets you about how your product changed their life, use it. • When someone posts a happy Instagram picture of them enjoying your service, use it.

Index

Store and organize the content found during the crawling process. Once a page is in the index, it's in the running to be displayed as a result to relevant queries. Webpages that have been discovered by the search engine are added into a data structure called an index. The index includes all the discovered URLs along with a number of relevant key signals about the contents of each URL such as: • The keywords discovered within the page's content - what topics does the page cover? • The type of content that is being crawled - what is included on the page? • The freshness of the page - how recently was it updated? • The previous user engagement of the page and/or domain - how do people interact with the page?

Keyword Usage (Text)

URL Title Tag Header Tags Main Content Alt Text Anchor Text

Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website? a) Links from 10 websites mean a higher link diversity than links from one website b) Links from 10 websites are more likely to generate social sharing c) Many links from the same website are a signal of black-hat SEO d) Search engines only register one link from any given domain, so they only count the 100 links from the same site as a single link.

a) Links from 10 websites mean a higher link diversity than links from one website

Search engines are likely to reduce a webpage's quality score and ranking if it receives a higher bounce rate than is expected. a) True b) False

a) True

A website that sells high-end ties notices that its ads are showing up for searches that include "cheap". Because its ties are expensive, it does not want its ads to show up for searchers using the word "cheap". What should this advertiser do? a) add the word "cheap" to its negative keyword list b) use only exact match in its keyword lists c) change any modified broad match keywords to broad match keywords d) change exact match keywords to phrase match keywords

a) add the word "cheap" to its negative keyword list

All of the following are displayed in a PPC text ad, except a) destination URL b) display URL c) description lines d) ad title

a) destination URL

Search engines prefer the pay-per-click (PPC) advertising model over the cost-per-click (CPC) advertising model. a) True b) False

b) False

I place the following link on my website: <a rel="nofollow" href="http://jane.com">Fashion deals</a>. How will this link be treated differently by the search engines than the link in question 1? a) Instead of navigating the current window to jane.com, it will create a new window for jane.com. b) The link will not pass link authority to jane.com. c) The link will be used for an image rather than show anchor text. d) The link will show up as an 'unsecured' link.

b) The link will not pass link authority to jane.com.

Josh can increase the quality score of his company's website through each of the following, except a) having good content that produces a low bounce rate b) having content that does not change very often c) webpages that load quickly d) content with good grammar and correct spelling

b) having content that does not change very often

Display ads

commonly known as banner ads, are the image and text ads that appear on websites

Search engines have three primary functions - ______, _______, and _______.

crawl, index, rank

An editorial link is a) a link created by a newspaper editor b) a link created by submitting one's own site to a directory or local business archive c) a link created in a quid pro quo agreement with another website owner d) a link created voluntarily by another website owner because he/she values the website's content

d) a link created voluntarily by another website owner because he/she values the website's content

Organic Search Ads are...

found between the paid search ads on the SERP (Have no direct cost to show)

Page Rank

is an algorithm used by Google Search to rank web pages in their search engine results.

Pay-per-click (PPC), also known as cost per click (CPC),

is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked.

click-through rate (CTR)

is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.

Google Display Retargeting

is used to show targeted ads across the Google Display Network to people who have shown interest in your brand (through visiting your site, using your app, watching your videos, etc.).

Paid Search Ads are...

most often are at the top and the bottom of the SERP (Advertisers pay Google to be here) Yields more traffic

Display Ad Network (Google Ads)

• A display network consists of a group of online publishers (typically media websites) that agree to a set of advertising standards dictated by the company managing the ad network. • The display network dictates ad sizes that can be displayed on publisher websites. • The display network coordinates which ads are displayed on which websites at which time. • The display network collects payment from advertisers and pays publishers their portion of the advertising revenue. • The display network reports the ad performance metrics to the advertisers.

Advertisers

• Advertisers create and upload ads that meet the specifications of the display ad network. • Advertisers manage their ad budgets on the display ad platform provided by the display ad network. • Advertisers earn traffic to their website from these displayed ads • Advertisers receive reports on where their ads were displayed.

Keyword Match Type Summaries

• Broad match - Close variations of the keyword, related searches, and other relevant variations. The words in the keyword don't have to be present in a user's search. • Broad match modifier - All the terms designated with a + sign (or close variations of those terms) in any order. Additional words may appear before, after, or between the terms. • Phrase match - Matches of the phrase (or close variations of the phrase) with additional words before or after. Close variations include terms with the same meaning. • Exact match - Exact matches of the term or close variations of that exact term with the same meaning. • Negative keywords - Excludes your ads from showing on searches with that term. So if you're a hat company that doesn't sell baseball hats, you could add a negative keyword, designated with a minus sign Other factors: • Geography • Device Type • Timing • Language

Benefits of Paid Search

• Can put you on Google faster than organic results. • Take less time and effort to manage than organic. • Can often yield more traffic than organic • Measurable Results - Learn which ads are converting and driving leads, and which ones aren't. • Further Incite - With Google Analytics, learn more about your consumers' behavior. Organic traffic data is limited. • More Control Compared to SEO - You can easily monitor, analyze and make changes to your campaign. • Accurate Customer Targeting - You're able to ensure that your ads are primarily seen by the most appropriate audience - choose exact key words, geo-‐target, time of day.

Remarketing Groups to Target

• Everyone that has visited any page on the advertiser's site • Visitors that did NOT make a purchase • Visitors that added an item to the shopping cart • Customers that made a previous purchase that the advertiser would like to up-sell or cross-sell • Visitors that have been to the advertiser's site within a specific time period (usually 30-90 days)

Dynamic Search Ads

• Headline and the final URL will be dynamically generated based on the search term and content of your site • Dynamic Search Ads use your website content to target your ads and can help fill in the gaps of your keyword based campaigns

Natural (organic) Outbound Links

• Outbound links in that they are relevant and fit naturally into the article • Backlinks that are created naturally without the website owner. • The goal in off-site SEO is to have as many reputable websites as possible link to one's website in this manner.

SERP is divided into 2 parts

• Paid Search • Organic Search Results

Publishers

• Publishers tell the display ad network what types of content it publishes on its site. • Publishers are paid a percentage of the revenue the display ad network charges advertisers.

Display Networks Benefits

• The advertiser makes money from the traffic to their website that comes from hundreds or thousands of different websites. • The display ad network makes money by charging the advertiser to display the ads on the network. • The publisher gets paid a percentage of the revenue made each time the display network charges an advertiser, but the publisher also only has to coordinate with the ad network rather than hundreds of advertisers

No-Follow Links

• The nofollow tag tells search engines to ignore that link. Because nofollow links do not pass PageRank they likely don't impact search engine rankings. • Nofollow links are links with a rel="nofollow" HTML tag applied to them. • The only technical difference between the two is that a nofollow link has a nofollow tag. • "Don't follow links on this page" - Untrusted content (e.g., blog post) - Paid links - Low priority links (e.g., registration page)

Manual Link

• These backlinks are earned through a direct effort which means a third part approves it. • For example, if a restaurant wanted to be added to an online directory that identifies with its business such as yelp.com or zomato.com, it can advance through that process and ultimately receive a manual backlink as a result.

Manufactured Link (Self-created, non-editorial links)

• These backlinks are manufactured by the webmaster without any actual third party approval. • An example of this would be if a webpage on a website has a comments section to which a user posts a link to another website. i.e.: • Blog comments that are not moderated • Guest post signatures • Guestbooks • Forum signatures

Editorial Link

• These type of backlinks are the best to have. They are pure, genuine endorsements that serve as evidence that your webpage is reputable. • Some authority sites and blogs - sites like Forbes, Entrepreneur, Huffington Post, Jeff Bullas, Social Media Examiner and Copyblogger - have resource pages that you could tap into as you're creating yours.

Social Media Monitoring

• Use positive feedback in marketing, etc. • Use negative feedback to correct errors in your business • Build brand credibility and authenticity • Refine marketing spend by eliminating channels with the lowest or worst engagement levels • See which social media marketing campaigns are performing the best and the worst DOWNSIDES: • Social reputation management requires significant resources. • Any communication from a company's social media profile is considered by consumers to be a communication from the company itself, not just a conversation with a company employee.