Certified Digital Marketing Certificate Exam

Bounce rate

(bounced emails/emails send)*100

Share/Forwarding Rate

(clicks on share button/delivered emails)*100

Click through rate

(total or unique clicks/delivered emails)*100

CTA's should include...

-clear concise command -highlight how the offer benefits the user - show social proof - show sense of urgency

Best practices AB testing

-test one variable at a time - split groups equally and randomly - test early and test often for the best results - test as large a sample as you can for more accurate results - trust the data collected, not your gut instinct

2 factors associated with spend

1. Bids - how much you will pay for a click 2. Daily Budgets - how much you're willing to spend in a day

GA adding a new user

1. Click on User Management in the admin area 2. Choose to add a new user by clicking the + button in the top right corner 3. enter the new users email address and choose their permission level (high or low level) 4. choose from the four permission levels

Linking google search console to google analytics steps

1. Ensure you website is verified in Search Console - it must be verified in Search Console to link to GA 2. Log into search console and google analytics 3. click the admin cog at the bottom left of the main analytics menu 4. Click on the property settings in the center of the admin area 5. Scroll to the bottom of the Property settings page and click Search Console settings 6. Select which google analytics views to share Search Console does with 2. Click Save to complete the link

Setting up a goal funnel

1. Enter the screen names of all the steps in your funnel ex: add to cart, proceed to checkout, enter address, or add payment details 2. Don't add the homepage as a step in the funnel - just add the action pages like adding to cart or entering details 3. The last step in your funnel should be the thank you page or destination page

Benefits of Remarketing

Drive ROI Increase likelihood to buy reach your customers have large scale reach is tailored for your goals efficient pricing

CMSs considerations

Dynamism intuition cost

CMS Specific hosting

CMSs are sharing a server all on one huge server (cms specific)

Display buying mechanisms

CPM: cost per 1000 CPC: cost per click VCPM: visible cost per 1000. setting the limit as to how much we're willing to pau for every 1000 impressions that we receive

Content Curation tools: RSS Feeds

Feedly, FEedspot, Bloglovin

Importance of web design

First impressions Information Navigation Content

GA Custom report types

Flat table reports Explorer Reports Map Overlay Reports

Which of the following are examples of key website attributes to test when assessing the effectiveness of the user experience?

Frequency of shopping cart abandonment Nesting of pages

What are the main ways to install Google Analytics code on a website?

Implement it using Google Tag Manager Ask a web developer to hard code it on every web pageGosgs

Digital The strategy of acquiring audience attention via push or pull content tactics

Inbound

What are some of the best practices that you should follow when setting up a social media account for a business?

Include CTAs in your cover photo Use a profile image that depicts your brand

Digital mktg The way media is consumed by audience

Individual

Porter's Competitive Forces

Industry Rivalry Threat of substitutes Bargaining power of buyers Bargaining power of suppliers Barriers to entry

Evergreen Content

Is relevant and valuable for a prolonged periodCan drive more traffic and generate more leadsCan be repurposed into different formats

Transactional Pages

More keyword focused and usually include the main keyword or a close variant

Benefits of UX and UI

More traffic Increased retention increased time on site deeper emotional connection more conversions better return rates

You have estimated the number of clicks a paid search campaign will generate. What do you need to do to forecast the budget required for the campaign?

Multiply Clicks by CPC

Two methods for content scheduling

Native and Third Party

Which keyword form the smallest proportion of all keywords?

Navigational

Types of email recipients

New Existing Evangelist

Transaction

Number of individual sales or shopping baskt items sold on an ecommerce website

Goals

Number of valuable actions taken on the site

Type of email lists

Opt in and opt out Purchase list Rented List

Traditional The strategy of acquiring audience attention via push or pull content tactics

Outbound

Tools for measuring PageRank

Page Authority Domain Authority URL Rating Domain Rating

_____ is an SEO ranking factor and may be an indicator of other site errors, which can cause bad UX

Page speed

Match types

Parameters that can be set on your keywords to control which searches trigger your ads to appear

You are carrying out SEO keyword research for your product or service. You have picked a topic to research, brainstormed and now have a significant number of keywords around the topic. Following best practice, what are the next steps towards successful keyword research?

Prioritize keywords Review keyword value

Benefits of paid search

Relevance Timing Qualified visitor Control Visibility Measurability Mobile micro-moments

Double opt-in

Requires recipients to confirm they are registered subscriber

Ways in which SEO and Website Optimation work together in mobil

Responsive design CTAs Content

What are the benefits of using pay-per-click advertising?

Results are relevant to a user's needs Metrics are easily measured

To fend off customer attrition from competitors, you send out an exclusive discount offer to anyone who has purchased from you in the last six months. To what stages of the Buyer's Journey does this align?

Retention Conversion

Four predefined or default goal templates in Google Analytics

Revenue Acquisition Inquiry Engagement

True or False: Website affects all areas of digital marketing

TRUE

Content Curation Tools: Email Alert Tools

Talkwalker

Benefits of Content Scheduling

Time efficient Cross posting

Which video ad format plays your video ad before, during or after other videos and is 'skippable' after 5 seconds?

TrueView In-Stream

Youtube Ad formats

Trueview instream Trueview video discovery

Types of spam traps

Typo Recycled Pristine

Goal types

URL Destination Time on Site or Session Duration Sessions per Visit or Pages per PEssion Event

Website Optimization three aspects

UX Design Display

Differences between UX and UI

UX - deals with interaction design, lots of testing UI- medium through which it goes, based on data motion and user research, takes feedback and mixes it with current designs and brand guidelines

How can you optimize ad serving on Facebook and Instagram?

Use Link Clicks to serve ads to people who are most likely to click on them Use Daily Unique Reach to show your ad once per day to your audience

Hashtag Best practices

Use SEO Keywords Dont use spaces or punctuation Capitalize hashtags correctly avoid overuse keep them short use popular hastags create branded hashtags monitor other hastags

Best practices with including images in emails

Use brand assets Include product product photo Size your images Use pixel tracking images Use less than 25% rule Include alt text

Collaborate permission level

Users can share assets, reports, and dashboards, and add annotations

Importance of SEO Objectives

They encourage buy in from key stakeholders They help formulate your SEO strategy They ensure objectives are met

What are the benefits of linking a YouTube channel to a Google Ads account?

View engagement statistics Add CTA overlays on videos

Site map

a list of pages in a website

Tweetdeck

allows you to assess the content, the interactions, and the engagement with with competitor streams at any one moment in time

Brief

allows you to identify the most important insights and understandings that will inform your strategy

Universal app campaigns

allows you to promote your app across youtube, GDN search, and within the Google Play Store

site search report

allows you to view the search terms visitors used

key benefits of competitor resarch

compare sizze of channels identify the mobile ability compare channels identify channel gaps assess content assess format gaps

Seed testing

compile a list composed of co workers, friends, or family, that will help you to test out your email before you launch it

Site speed sub report

contains information on page views and the average load times for the various pages on a site allows you to view speed improvement suggestions for pages on your site

Accessing content performance

content recall, clicks to point of sale, overlaying commercial results with you recent content activities

Potential security risks behind allowing others access to you GA accout

data breaches unintended or purposeful deletion of user accounts or assets Inocrrectly changing settings within the tool incorrectly modfying custom reports, filters, segments, goals, and funnels

Metadata

data that describes other data meta title tags

Main reports in the audience tab

demographics report interest reports Geo report Audience behavior report Technology report Mobile report Cross device Report Benchmarking reports

Dimensions

describes data Ex: country, channel, location, age, gender, device used

meta description tag

description of website short little snippet that youve got to really sell to the searcher that your website is worth clicking on

Media plan

detail all the paid media challs including cost line items for each

Audience research

developing specific insights into your target audience that guide your activities

Creative brief

document that uses product, audience, and competitor insights to inspire campaign ideas to deliver on your objectives

Default Bids

dont set any specific bids for our targeting method and set a default at our ad group level

250ok

email testing tool provides senders with real-time insights on issues such as deliverability, reputation, user level inbox engagement, domain-based message authentication, reporting, and conformance

Email on Avid

email testing tool that allows you to test your emails to ensure deliverability and preview across mobile devices

E commerce report

enables you to view ecommerce overview informationm shopping behavior, checkout behavior, product performance, sales performance, and product list performance

Social report

enables you to view information about sources of social media interaction, social media conversions, and social plugins

ad extensions

enhanced features to make your ad more appealing and drive higher CTRs

Access and login details

ensure you have all usernames and passwords for all the channels

You can aduit the current status of digital marketing activities by analyzing the following factors

site audit social and channel audit access and login details administrators existing resources chain of command

Common Ad extensions

sitelinks phone #s google map locations callouts

Referrals reports

sites that link back to your website identify the high value links for SEO and for driving quality traffic

Source medium report

source tells us where the traffic is coming from ( google bing facebook direct twitter) medium tells us the type of traffic (CPC, organic, display, social, and referral)

Criteo

specialist e commerce retargeting platform that shows consumers ads for products they've viewed on the advertisers websites

Image ads

static or animated in, GIF or HTMLS5 format and are a great way of delivering your message or uplifting brand awareness

content seeding

strategic approach to mapping out your content across the entire web

Relevancy SCore

subjective grading between 1 and 3 (low) on how relevant a keyword is to a topic

soft bounce

temporary failure reasons for soft bounce: recipients mailbox is full the receiving server was down message was too large

Custom segments

temporary filters that are used to cut up data for deeper understanding and for making comparisons

informational pages

tend to be more user focused and sometimes include the main keyword or a close variant

Load testing

testing the load times of the images and text as they become visible

earned likes

the # of organic likes your campaigns have driven for you

Max CPC Bids

the ad that someone sees when they do a search

The higher the search volume....

the better the keyword is

user interface

the platform that the users are using to complete the actions or go through their experience

keyword research

the process by which lists of keywords relating to a product or a service using tools like keyword planner

Universal Analytics

the standard since 2013

Pristine spam trap

this is the email address that never opted-in to any email communication

Typically a digital marketing strategy will require 3 core elements

time money people

Difference between paid and organic search

time ( paid - instant) paying (paid - pay per click, organic - free) return on investment (Paid - easier to measure)

Ecommerce sites objectives

tracking sales lead conversions

Creating an event tracking goal

tracks interactions with you site that cannot be tracked with standard analytics code This required some additional coding by a developer on your website or use the advanced features of google tag manager (after either of those two steps) enter the conditions in the event tracking goal and when they fire on the wrbsire, you can track this activity as a goal

With the URL Builder you can add

traffic source traffic medium campaign name ad content

T/f: the ecommerce report requires a certain specialist coding to link your website transactions to google analytics

true

chain of command

understand who is working on digital activity, what remit each individual has and most important who is in command and responsible for decision making

Ab testing advantages

understand your segments better determine the best subject lines improved content increases conversion rates more sales

Channel Strategy

understanding how your going to use all of the different digital platforms that are available to you

Benefits of goal funnels

understanding the consumer journey better understand and optimize the user experience

Best practices for CTAs

use action words create urgency and scarcity minimize risk (money back guarantees) focus on value Invite readers inside Get personal Foster curiosity and anticipation show benefits and social proof

Benchmarking Report

useful for competitive analysis allows you to see aggregate statistics for other sites in the same category as your website across channels, locations, and devices

Value of email design

user experience consistent experience style direct imagery and graphics placement of CTAs drive conversions

Edit permission level

users can modiefy goals, reports, and filters, read, and analyze reports and share data, but can't add or remove new users

TrueView for Shopping

uses google merchant center feed to promote your products

Trueview In-Stream

video plays before, during, or after other videos after 5 secs, user can skip - gives choice

Behavior flow report

view of user journeys through a website, beginning with a landing page then moring to their next interactions with the website

Site speed report

view site speed information

Mobile report

view traffic and conversion data from mobile and desktop users

Examples of owned research

website analytics current customer research social channel insights

Responsive

website design is formatted to its ideal fit for the screen it's on

Cloud hosting

website is hosted on the cloud which means several different servers and computers are hosting the website equally

Shared hosting

websites are sharing a server all on one huge server most common and affordable

view percentage

what % of the video your users were watching

Bounce rate behavior report

what % of visitors landed on your website and left without looking at any other pages or content on the site

Behavior tab

what are users doing on your website?

Post-Click On-Page Optmization

what is visible to the user AFTER they click on your listing and land on your web page

Pre-Click On-Page Optimization

what is visible to the user BEFORE they click on a result on the search engine results page

MAshups

when authors merge completely different points of view into something thats brand new

Transactional queries

where the searcher is showing signs that they are ready to purchase something

Geo REport

where you vistors are physically located vie whte language and location of you website visitors

Audience targeting

who do you want to show your ad to?

Audience tab

who is coming to your website?

Text Ads

word only formats

How to reduce CPC/optimize quality score

write better ads improve landing page add negative keywords test bid thresholds

main factors that determine a quality score

your bid perceived ctr of your ad your landing page relevance

interests report

find out users interests can see affinity categories in market segments and other interest categories that help you understand the browsing patterns of your visitors

GA Conversions reporting tab

focus in on metrics relating to the valueable actions that users can take on your website

Content Creation key stakeholders

online community industry influences third-party sources (Online community, industry influences, third parties)

All pages report

page name metrics associated with each page you can see what pages drive the most engagement and what pages need improvement

hard bounce

permanent delivery failure occurs when the message has been permanently rejected either because there was a typo in the email address or the email address is no longer valid

inbound email marketing

permission based and focuses on creating quality content, pulling people towards your company and product

Two types of youtube channels

personal channels and brand channels

Content creation tools:images

photoshop picmonkey gimp pixlr canva

Content creation tools: short form video

photoshop viva video

Steps to successful keyword research

pick a topic to research brainstorm keywords review keyword value prioritize keywords

Research map

plan that ensures all areas of research are being read correctly, beginning with the challengers you are facing allows you to document and map your research to derive insights

Digital marketing

practice of utilizing digital tools for the purposes of marketing

Youtube - 2 main buying mechanisms

premium buys auction buys

Benefits of using authenticated domains and sub-domains

prevents ISP filters from blocking your emails is instantly recognizable to your recipients builds your sending reputation

Technical optimization

process of completing activities on your site that are designed to improve SEO but are not related to content

Off-page optimization

process of enhancing your sites search engine rankings through activities outside of the site

On-Page optimization

process of ensuring the content on your site is relevant and provides a great user experience

competitor research

process of establishing a clear picture of your competitove landscape by identifying each of your competitors, the quality and size of their digital media channels, and applying your own interpretation

Desk research

quite simply the research you can access easily from your desk through a simple google search

Benefits of content seeding

reach relevancy increase (web traffic and search engine ranking) build generate improve

AD copy elements

relevant attractive directional

Owned research

research that your business owns, has easy access to and is directly related to your business

adroll

retargeting platform which uses its own remarketing pixel to target ads to consumers who have previously visited a website

single source of truth

same data source

Benefits of allowing other users access your google analytics acct

same reporting tool collaboration enhanved control how much data people see and need to see

Benefits of marketing automation

saves time improving marketing results having a positive impact on marketing teams as a whole Data synchronization Improving the personalized experience

Benefits of google analytics

free easy to implement easy to install user friendly interface customizable reports & dashboards Basic + advanced options seamless integration with other google products post-click integration with non google traffic sources (ex: yahoo, bing, facebook) valuable insights

Common negative keywords

free jobs

Google Tag Assist

free browser extension provided by google it makes sure your google tags are installed correctly by checking all tags on the web page

Manage Users permission level

highest access level allows users to add and remove news, edit settings, share assets, and read reports

Overarching strategy

highest guide to your strategy strategy in one sentence , quickly summarizes your digital strategy

GA Account settings

highest level in the settings access point for analytics

Broad Match

hotel new york matches user search queries from a wide range of searches

Acquisition tab

how are users getting to your website?

attribution

how channels interact with each other to drive conversions and sales, so we can assign credit to each channel along the journey for the part it played in the decision making process

Media strategy

how your utilizing your paid activities

Limitations of Content scheduling

inability to react API updates can be limiting from certain social media platforms

google ads display targeting report

includes data from the google display networks and search network with display select campaigns that use one or more of the available targeting options be it display keywords, placements, topics, interests, and remarketing, age, or gender

Benefits of video and display advertising

increase brand awareness drive consideration create purchase intent increase the reach drive frequency of the exposure engage and re-engage choose from multiple types of ad formats complement TV buying strategies

Tactics

individual executions that are a part of making up your strategy

Key differences between short and long tail keywords

intent rank conversion

Content planning

involves addressing all details of your content strategy that help plan content

Social listening

involves observing or collating live social conversations to derive insight from the language and topics that are appearing in conversation

Ways to measure the brand

lead generation backlinks ecommerce ads revenue

Key principles for building an email strategy

segementation personalization timing engagement analytics

Optimizing main copy elements

length keywords hyperlinks

_____ tail keywords have less competition

long

CTA guidelines

make it visible use strong command verb urgency obvious set clear expectations bring users to a page

Content management systems (CMS)

manages the creation and maintenance of digital content

Contextual targeting

matching your ads to contents of website

Metrics

measures data ex: visitor numbers, revenue, goal completions

Your _______ should show your total budget per channel, cost metrics, and delivery targets

media plan

Main difference between UI and UX: User interface is the ____ user experience is the ____

medium experience

How esps faciliate a unique experience

merge fields dynamic content accurate targeting

Read and analyze permission level

minimum access level users can read and download existing reports but cannot change any settings

elements of a search campaign

name location language daily budget goal

Types of keywords

navigational informational transactional

Less than 25% rule

no more than 25% of your entire email should be image based 75% should be readable

Display ad file types

non animated image ads animated image ads animated HTML 5 ads

experiments feature

non standard feature of google analytics allows digital marketers to view and manage ab tests for test performance tests new layouts, content types, and formats

Cross device report

shows you the overlap between mobile, desktop, and tablet devices in diving traffic, and activity on your site

Limitations of using various content type formats

silent autoplay accessibility vertical compliance excessive data usage crisis situations

Phrase Match

"hotel new york" search volume that includes an entire phrase

Modified broad match

+hotel +new +york bit more focused, add + sign in front of a keyword, more restrictive

Digital Marketing The development of a message to a broader or niche audience

1 to 1

Short-tail keywords

1-2 keywords less specific generic

Setting up a custom goal steps

1. Add a goal name 2. Select a goal type 3. Add the goal conditions

What are the benefits of including both traditional and digital marketing activities when creating a marketing campaign?

1. Optimizes for scale and relevance 2. Uses every audience's point of contact

Bids can be set on ___ different levels

2

long tail keywords

3+ words specific

GA View Setting

A property can have more than one view Raw view with unfiltered data or filtered view for the main report

5 key principles to UX and UI

Accessibility Clarity Learnability Credibility Relevancy

5 types of Curated Content

Aggregation Distillation Elevation Mashups Chronology

Search Console Report

Allows you to view information regarding SEO performance in Analytics

Key components of effective website design

Architecture Design Content Optimization

You have measured your website's SEO performance and have found that your technical SEO efforts have not paid off as expected. What questions should you consider to help improve performance?

Are there any URL errors reported? Have your key landing pages been indexed?

Multi channel report types

Assisted conversion report top conversion paths report time lag report

ABCD of effective creative

Attract attention from the stars Brand Naturally and meaningfully Connect with the viewer through emotion and storytelling Direct the user clearly with what you want them to do next

Google analytics tabs

Audience Acquisition Behavior Conversion

Types of targeting

Audience Contextual

Components of effective emails

Audience Subject line Email Copy Design CTA Imagery

Which native tools can provide rich insight into the performance of Facebook campaigns?

Audience Insights Ads Manager

Responsive Ads

Automatically adjust their size, appearance, and format to fit available ad spaces

_______ is a great way of seeing where your backlinks are coming from

Backlink Analysis

Match Types

Broad Match Exact Match Phrase Match Modified broad Match

Areas where AB testing is useful

CTAs Headlines Graphic elements Wording and content Type of promotion or offer Pop ups

CASL

Canadian Anti-Spam Legislation requires marketers to obtain permission from a user before they may send marketing material via email or SMS

Content creation tools: inforgraphics

Canva Piktochart

Creating Topical Content

Choose General Themes Consider Potential Outcomes Resource Adequately

Creating evergreen content

Choose timeless topics Promote on social media Repurpose at a later date

Three different types of SERP

Classic SERPS Universal SERPS Extended SERPS

Two types of CMSs

Cloud hosted platforms Self hosted platforms

ESP features

Contact database mgmt Segmentation Personalization Automation Tracking Behavior unsubscribe managemnt email and landing page creation

Key Considerations for Content Platforms

Content Need Audience Ecosystem Proposition and format

What key areas should you assess when undertaking competitor research as you develop a digital marketing strategy?

Content assessment Comparison of channels

What to look for in Competitor Analysis

Content development schedule customer feedback search engine rankings website optimization social following tone of voice new format adoption

CAN-SPAM

Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 established certain mandatory opt-out practices and requires email senders to clearly identify themselves

What three key performance indicators do you need to monitor?

Conversions Awareness Brand Searches

Elements of Content Calendars

Copy Creative Theme Date and Time Platforms

Limitations of ESP

Cost Rate limits Sending volumes (esp for large campaigns) Interface Reporting

What are the main benefits of a 360 campaign?

Covers the entire buying cycle Optimizes for scale and balance

What paid search campaign performance data can you analyze if you link a Google Ads account to Google Analytics?

Detailed website engagement metrics Return on Ad Spend for e-commerce activity

ad rank

Determines the order in which your ad shows up on the page

Four main reports in the cross device area

Device overlap Device paths Cross device channels Acquisition device

Traffic sources

Direct Traffic Referral Traffic Organic Traffic

Default groupings or channels include:

Direct traffic Organic search social email affiliates referral other paid search display

When advertising on the GDN, what campaign type matches your ads to websites that include content related to your business or to your customers' interests?

Display Network only

GDPR

EU's General Data Protection Regulation

Youtube Analytics Reports

Earnings Reports Watch Time Reports Engagement reports

To help better understand what interests your audience, what YouTube Analytics report can provide information on subscribers and the performance of annotations?

Engagement

When an ad enters a Google Ads bid auction, what factors help determine the order in which it is served?

Estimated CTR Max CPC bid of competitors

Benefits of Cultural Research

Exporting a campaign Adapting to Global Context Preventing negative publicity

Audience Research Tools

Facebook audience insight tool Twitter audience insight tool Google Ads Consumer Barometer Google Keyword planner and display planner Brandwatch and Pulsar

Why is proper website navigation so important?

Get more clicks and traffic Increases time on sites Easier for search engines to crawl

Types of ESPs

Gnauk AWeber Outlook Constant Contact Yahoo Mail GetResponse Zoho Mail MailChimp

Why are title tags a vital part of on page optimization?

Heavy weight and higher rankings

Top 5 established players in the marketing automation space are...

HubSpot Marketo Salesforce's Pardot Eloqua Act-On

Benefits of Social Listening

Identify Opportunities Spot Potential Risks Understand brand position

Email Campaign Creation Steps

Identify the need for an email Define campaign requirements Write email copy Add the content to an email template Set up email tracking Test your email Check your email checklist Send your email Analyze your results

Methods of Content Promotion

Influencer marketing Guest Blogging Tagging Affiliate Marketing Media Partnerships

Which keyword is hardest to convert into sales?

Informational

Which keyword is less competitive to rank for?

Informational

3i Principles

Initiate: Start with the customer and work towards your digital strategy Iterate: Continually apply your learnings from customer engagement Integrate: Integrate digital channels and traditional marketing activities

Three components to calculating ROI of content

Investment in content Performance of the content Long tail benefits

How can you use Google Analytics to develop insight on the value of offline marketing activities?

It enables you to analyze traffic spikes in real-time and in reports It helps you to understand the ROI of awareness-generating activities

Benefits of Conducting Industry Trend Research

Keep up with the audience's communication style and medium Identify market opportunities Plan next marketing effort

Two of the three key components for assessing the ROI of your content marketing efforts are investment in content and performance of content. What is the third component?

Long tail benefits

Three ways you can use influencer marketing

MEdia Channel Co-creation Content Amplification

Community management benefits

Manage customer, product, or service issues Gain valuable insight and feedback Turn customers into loyal fans Network with others Drive repeat sales

Traditional Marketing The development of a message to a broader or niche audience

Many

You have defined your personality and brand and identified your audience. What is the next step involved in creating your brand business story?

Map story to personas

Traditional Mktg The way media is consumed by audience

Mass audience

Core elements of digital strategy development

Objectives Channel Strategy Content strategy Media Strategy Tactics

Traditional Marketing The level of investment committed to the medium consumed by an audience

Passive Audience

Budgets for digital are made up of 4 key areas

People Technology Training Process

What are the qualities of effective content?

Personalized Relevant

Benefits of Content Calendars

Plan content time effective allows key dates keeps social content on track helps all content marketers stay on track

What key areas should you focus your attention on when planning a content strategy?

Platform, Timing, Tone, Narrative

Importance of brand personality

Point of difference Unique Vantage point Resonance

ROI equation

ROI= revenue - marketing spend X 100/marketing spend

Which is the most important step in SEO?

Ranking.

What are the key benefits of using display and video advertising in your marketing strategy?

Re-engage with customers Brand awareness

Key metrics to consider in your content marketing strategy

Reach Engagement Sentiment Clicks and Conversions

Four permission levels when adding a new users

Read and Analyze Collaborate Edit Permission Manage Users

Effective negative keywords can help...

Reduce costs increase CTRs and conversion rates make your paid search activity more effective

Sucess within your digital activities can be boiled down to two outcomes:

Sales Leads

SERP

Search Engine Results Page what you see after you search for a keyword

Campaign Types on Google display network (GDN)

Search network with display opt-in Display Network only

Video remarketing

Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps.

Which statements about setting up a Snapchat page for a business are true?

Sign up by downloading the Snap App on your mobile phone Avail of extra functionality by signing up to Ads Manager

Key Aspects of Web Design

Simple Design Easy to Navigate Consistent Information Usability Consistent Design Concise and Honest information

A user has entered their email address into a form on your website and are instantly added to your email list. What type of opt-in permission is this?

Single opt-in

Technical SEO Ranking Factors

Site Speed Mobile Friendliness HTTPS

Which website characteristics are also considered technical SEO ranking factors?

Site speed HTTPs

Where does search behavior feature in the purchase decision cycle?

Stages 2-6 2. they search for solutions 3. they evaluate alternatives 4. they decide to pruchase 5, they purchase 6. they do a post-purchase eval

2 ways to create a business facebook page

Standalone free business manager: create or import client pages to that account

Two main account types within AdWords

Standard Account Manager Account

Display campaign Creation - delivery settings

Standard Delivery Accelerated Delivery Ad Scheduling Frequency capping Ad Rotation

Remarketing Methods

Standard remarketing Dynamic Remarketing Remarketing for Mobile Apps Video REmarketing Email Remarketing

Benefits of Competitive research

Strategy Target Market Message

Purpose of Buyer Personas

Targeting Format Discovery

Why is inbound email marketing valueable?

Targets specific buyers Easier to personalize Low cost and high return Generates high ROI Cheap in terms of CPL and CPA Fast effective and measurable results

Audience Targeting Category - Remarketing

Targets users who have previously visited your website, or viewed your videos on youtube

Three pillars of SEO

Technical optimization On-Page optimization Off-page optimization

GDN Ad formats

Text ads Image Ads Rich Media Ads Responsive Ads Video Ads

GA Property settings

There can be many properties within one account usually a website or app would have its own property so a business with multiple websites could have one account with a property for each website

You are developing a content calendar for the quarter. You have included the copy and format that you are going to use, the theme, the date and the time the post is to be published. What element are you missing?

The creative The platform

Ad Copy

The response to the search query

Types of Content

Topical Content Evergreen Content

Marketing automation process

Web form submission Information tagging Delay or wait period Send email

How can you improve your open rate?

Well targeted subscriber list familiar sender name effective subject lines

Difference between website optimization and SEO

Wet optimization - UX centered -Website usability SEO -makes easy for search engines to find and index your site -user friendly

Conversion tab

What actions are users taking to complete set goals?

Child account

When a standard account is contained within a manager account

When is a goal funnel used?

When there are multiple steps in a transaction process

Contextual targeting

Where do you want your ad to be shown?

Advantages of ESP

Whitelisting of email broadcasts ESP provisioning, domain, and IP setup Deliverability reporting Enterprise mail transport agent configuration Bounce and complaint handle

Content Types Formats

Whitepapers Infographics Ebooks Interactive Content Video Articles Templates and checklist Podcasts

Exact Match

[hotel new york]

Media brief

a document that uses audience data, motivations, and demographics media budget, timings, content and creative formats to inform media choices to execute the strategy

User experience

a personas perceptions and responses resulting from the use and or anticipated use of a product system and device

Chronology

a series of pieces of curated content are mapped out along a storyline or a timeline

Dedicated server

a server that is just for your website or your group of websites that you own more secure and prevents downtime for your website

To build a better UX, youll want

a wireframe sitemaps personas

Standard Account

account that contains your campaigns, your keywords, and all the different aspects of adwords

large publishers site objectives

ad revenue goals

how to apply remarketing

add a remarketing code to your website

Reports under the Acquisition tabs

all traffic report source/medium report referrals report social report campaigns report search console report

Explorer Reports

allow you to click into dimensions for further detail on the metrics more complicated

Flat Table reports

allow you to have your dimensions on the left and metrics across the top in table format simplest type of custom reports

Map overlay reports

allow you to view a world or location map with a series of metrics you define

google display network

allows advertisers to serve video and display ads to over 2 million websites

Typo Spam trap

an email address with the ISP domain misspelled

Classic analytics

any users of classic analytics should be upgraded to unversal analytics as a priority

Digital Audit

assessment of all active media channels and to evaluate how effective they are in the current campaig

multi channel funnels report

assigns a value to each channel that played a role in completing a goal or a transaction

Embedded Images

attaching inline image to the email using HTML image tags that reference the image

Dynamic Remarketing

automatically populate your ads with the product that somebody was last viewing on your website

What can cause your email to be flagged as spam? with you subject line?

avoid all caps avoid excessive and unnecessary use of punctuation use special characters sparingly

main challenges when delivering marketing emails to your audience

bounce spam complaints spam traps sending volumes engagement

value of content marketing

brand awareness brand conviction conversions and advocacy

blog sites goals

brand awareness increasing traffic

Aggregation

bringing together multiple relevant content pieces into one centralized lovation

Video and display campaign objectives

building brand awareness influencing consideration driving action

Critical components of account structure

campaigns ad groups and ads keywords

demographic report

can view different user segments

Use ________ to revert to older versions of campaigns, ads, bids, and keywords

change history

history

check what history has been stored on activity mgmt, previous campaign acticity, and what has previously been implemented

How to import goals in google analytics

choose the import feature in google ads and select the goals you want to pull across

when to choose the Inquiry goal template

choose this template for a goal like "reading reviews"

when to choose the Acquisition Goal Template

choose this template for account creation goals

When to choose the engagement goal template

choose this template for goals like adding to favorites, playing media, sharing content, and contributing to content

when to choose the Revenue Goal template

choose this template if you are tracking goals like "reservations made" or "tickets purchase"

List Segmentation

contributes to the growth and mgmt of a contact database by keeping information about contacts who are your leads, subscribers, customers, partners, competitors, employees, up-to-date and accurate

The most useful metrics for your website

conversion rate your return rate referral sources cart abandonment rate time on site bounce rate

Guidelines for manually creating ads

correct size dimension one text ad

360 campaign

covers the entire buying cycle, where every marketing medium is utilized in an integrated, consistent marketing and branding strategy.

Canvas

create a rich expendable mobile eperience to engage users of the mobile app

Factors affecting deliverability

custom authentication single opt in domain subject lines images URL shortners

Which keyword match is the most cost effective?

exact word match

which keyword match has the best conversion rate?

exact word match

negative keywords

excluding certain search words from your campaign to not trigger ads

Conversion metrics are an _____ of standard visitor metrics

extension

It's essential that ___ are set up in Google Analytics as way of measuring your KPIs

goals

______________ uses earch targeting option as a primary dimension

google ads display targeting report

List of display platforms

google display network facebook Adroll Criteo premium network buys

Types of bounces

hard bounce soft bounce

The narrative

it is what you use to build engagement and affinity with your audience

Campaign action plan

just like media plan but covers all aspects of campaign

optimizing meta description tags

keep it short and concise avoid keyword stuffing be descriptive and engaging

all traffic report

key report in acquisitions tab allows you to find visitor traffic, conversion, and engagement data for different predefined channel types, known as default groupings or channels

buy hdtv HDTV { Best HDTV TVS{ Smart TV - low cost smart tv What level is HDTV and Smart TV at?

keyword level

Navigational keywords

keyword searches for a specific website or web page

Informational keywords

keyword searches used when someone is looking for information 1. largest 2. happens at awareness stage 3. harder to convert into sales

What should you measure with SEO Progress?

keywords traffic market share brand/produce awareness

TrueView video discovery

promote your video in places people would find them ex: next to related videos

Benefits of double opt in

protects against incorrect sign ups reduces spambots builds sending reportation

Resource maps

provides a clear layout of all the resources you will require and identifying gaps in your current resources

Technology report

provides info about the browsers, networks, and operating systems being used by your audience

Funnel Visualization report

provides information about the various stages of the converison process set up during the goal creation

Reporting

provides many metrics of performance its a benchmark of how certain activities are performing in a given time and a given day, on a given month

Media Plan

serves as a guide plan to how you will spend your ad budget

Custom Bids

set a bid for each individual targeting method

Marketing automation

set of software tools that automate marketing actions relation to email, social media, landing pages, and other web activities

non ecommerce commercial sites objectives

setting lead generation seo goals

___ tail keywords are easier to research

short

___ tail keywords have a higher search volume

short

____ tail keywords are harder to convert

short

______ tail keywords are harder to rank

short

ROI

the cost of your digital activities versus the return they generate

universal SERPS

the inclusion of search results from multiple content sources such as videos, images, news, maps, books, and websites into one set of research results.

To build a better UI it involved

the layout of website what it looks like in terms of colors, elements, and topography how contents laid out

Impression share

the number of impressions you've received divided by the estimated number of impressions that were available

Purpose of optimization

to make it as easy as possible for users to convert

Stages in the Buyer's Journey

Awareness Interest Consideration Conversion Retention

Objective main categories

Awareness consideration conversion and retention

earned views

# of organic views accrued by your video campaign

Conversion rate

(# who completed desired action/delivered emails)*100

Overall ROI

($ in additional sales made - $ invested in campaign / $ invested in campaign)*100

Content creation tools: native video editing

instagram youtube facebook snapchat twitter

Benefits of linking google ads and youtube ads

- ad views count towards overall view count - remarket to users who have viewed your videos - you can add a CTA overlay on your videos - You can use the additional reporting feautures to report on earned views and subscriptions to your channel

Overarching strategy should be...

- simple and clear sentence - based on a core insight

phases of a content marketing strategy

--> Research -->Plan --> Create and Curate --> Publish --> Measure--> Strategize-->

GDPR Constraints

-can only send emails to those who have explicitly requested the content -all personal user data must be protected at minimum standards and not shared outside the business -users may request all data that is stored about them at any time -Users may also request that all data about them be deleted

Common barriers to website optomization

-confusing navigation - slow checkout process - unclear benefits to converting - slow website

Why is optimization important

-increases user time on site -provides a better UX -users more likely to return -increases e-commerce sales

CAN-SPAM regulations

-marketers must identify themselves with a physical address -opt-out process must be simple -any opt-out must be honored within 10 business days -marketer cannot send to any use who has opted out -subject line has to accurately reflect content of email

CASL constraints

-need explicit consent -implied opt-in and pre-exisiting business relationships are considered valid consent only for 24 months after initial contact -social media interaction and conditional opt-in are not valid

Setting up goals in google analytics steps

1, Navigate to the admin tab and find the goal set up area 2. click on the left hand cog to enter the admin are 3. Navigate to the 'Goals' section on the right-hand side under 'View' 4. Add a Goal by clicking +New Goal 5. Choose to Add a Predefined goal or Custom goal

3 pronged approach to understanding the outputs of a digital marketing strategy

1. Establish the foundations of your strategy (what are you trying to achieve and how do you plan to achieve it?) 2. Have a strong familiarity with you current digital strategy, expectations, and the resources available to you 3. Confirm the crucial requirements in running your strategy, the budget you have access to, and who exactly is in charge of the key decisions

How to add a new view

1. click on admin cog at bottom of left hand menu and choose create view from top of the admin area 2. Choose whether its a website or mobile app view, then enter the name of view and time zone where the website or musiness is located 3. Modify aspects of the view in the View Settings at the top right of the Admin area 4. Set goals and filters for your view by pressing the Goals or Filters button on the right side of the Admin page

Purchase decision cycle

1. consumer identifies a need or a want 2. they search for solutions 3. they evaluate alternatives 4. they decide to pruchase 5, they purchase 6. they do a post-purchase eval

Developing insights steps/social listening study steps

1. identify keywords 2. utilize social search 3. check for additional keywords 4. identify trends 5. establish insight

When considering entering a new market or cultural community, why is it beneficial to conduct cultural research first?

1. To prevent misconceptions and avoid association with offensive content 2.To adapt the positioning and offer to fit in a global context

Building a website using word press

1. buy a domain and hosting plan from a provider 2. install wordpress 3. set up on wordpress 4. log in at youwebsite.com/wp-admin 5. install themes 6. add plugins 7. format plugins 8. add content 9. set up tracking and google analytics 10. test your website

When setting up a Twitter page for a business, which actions should you take?

Add a profile photo and company bio Create a standard Twitter account for your business

creating a new filter steps

1. in the filter area, click "add filter" 2. you can choose to add an existing filter, which you may have preciously created, or to create a new filter 3. Name you filter, then choose whether to create a Predefined or Custom filter 4. For standard filtering, like excluding IP addresses or including only traffic to certain parts of your site, choose a Predefined filter 5. For more advanced filtering, choose Custom filter. However, this can require a working knowledge of Regex to implement successfully. Most segments can be created using the Predefined Filter section

linking google analytics and google ads

1. log into both at the same time 2. click admin area in analytics (cog @ bottom left hand menu) 3. in the middle property section, click on the property you want to link and then click the google ads linking button 4. press the +new Property Group button and select the google ads data by pressing the slider 6. Choose to enable Google Display Network impression recording 7. Choose to use Auto-tagging to get click, cost, and other data from Google Ads directly in analytics 8. Its important not to use UTM tracking Google Ads and Auto tagging, as this will double count data 9. click the link accounts button to complete the linking

What do ad extensions do

1. provide contect on the nature and variety of your products 2. provide reasons to click your ad 3. Choose appropraite ad extensions

5 key stepts for creating a social media campaign

1. set objectives 2. define audience 3. Set KPIs 4. Set Budgets and run dates 5. Design creative content

Within google analytics, there are three levels within settings

Account Property View

Key building blocks in marketing automation

Action - something users perform that causes a trigger Decision - what should happen after action's performed? Timing - when should action happen?

Digital Marketing The level of investment committed to the medium consumed by an audience

Active Audience

How can display and video campaigns be optimized?

Adjust ad scheduling Amend targeting

The image shown demonstrates how a TV campaign could be structured in Google Ads. What level does "HDTV" and "Smart TV" represent in this example?

Ad Group Level

How do you measure valuable click actions generated on your site using Google Ads?

Add Conversion Tracking

Content creation tools: ebooks and whitepapers

Adobe Indesign Canva

You are looking to promote your content and have decided to team up with a company who can create content on your behalf. What is this method of content promotion known as?

Affiliate Marketing

Benefits of a 360 campaign

Covers the entire buying cycle Uses every point of contact Implements both traditional and digital marketing Optimizes for scale and relevance Enables you to effectively measure results

Benefits of Content Management Systems (CMSs)

Automation enhanced cross publishing create content assign tasks

Benefits of segmentation

Avoide wastage Avoids irrelevant messaging allows tweaks

Content Marketing Goals

Awareness Engagement Affinity Conversion Advocacy

The five stages of the Buyer's Journey are Awareness, Interest, Consideration, Conversion, and Retention. Which stages are most influenced by social media marketing?

Awareness Interest

Three defined goals for GDN

Awareness Influence Consideration Drive an action

A person reads an article about the effects of sun damage on skin and searches Google for the best way to protect their skin. They discover your company's blog about the 'Top ten ways to protect your skin in the sun'. What marketing function and stage in the buyer's journey are aligned in this scenario?

Awareness function + the awareness stage

Where does display and video advertising fit in the buyers journey?

Beginning ( awareness, interest, consideration)

Behavior reports

Behavior flow report Site content report All pages report Bounce rate 404 error pages content drilldown site speed report site speed sub report site search report

Why is a responsive website important for UX?

Better UX higher preference in search results Better designs across devices

Best practices for building a subscriber list

Blog Signups social media signups Offline events Partners Opt-in Media Referrals

Benefits of using various content type formats

Brand awareness Thought leader and builds credibility and expertise in your field excites and drives advocacy around consumers and potential customers reach wider audience

Three core pieces of legislation

CAN-SPAM CASL GDPR

Content Calendar Considerations

Business priorities Marketing Activities Sponsorship Activities In-store promotions time of year

Three steps to how search engines work

Crawling (discovery stage) Indexing (filling stage) Ranking (retrieval stage)

Value of web analytics

Data led decision making information source deduce the story understand customers better reveal conversion challenges learn what customers like and dont like interaction with website

Audience Targeting Category - Similar Audiences

Creating a mirror audience based on your remarketing lists or customer email lists

Creator studio tools

Dashboard video Manager Community Channel Analytics Create

Bidding approaches

Default bids Custom Bids Bid Adjustments

What are some settings that can be adjusted at the PROPERTY level to sure you are tracking the website effectively?

Default page Exclude URL query parameters Session timeout length

Audience Targeting Categories

Demographics Affinity audiences In market Audience Remarketing similar audiences

Data Types

Demographics Psychographics Behavioral

Every page on your website should have 5 things

Easy to read Easy to find Easy to understand Includes a CTA Pages work together

Your client is an established e-commerce retail brand. Your media strategy is to spend 60% of your budget on driving sales and 5% on re-engaging existing customers from your database. What channels would you recommend to achieve this objective?

Email Paid Search

ESP

Email Service Provider operates and maintains the software and hardware for delivering bulk email 100 million or more

Grow your subscriber list effectively using _____ ____________ and ______ ______

Email segmentation and contact management

Litmus

Email testing tool that allows you to send yout email to a test email address and from there it will show your emil in more than 70 apps and devices

T/F: There is a difference between a standard twitter account and a business twitter account

FALSE: No difference

Considerations for content creation tools

Functionality Ease of Use Resource Frequency of Use

Which report in Google Analytics highlights parts of the conversion process that can be improved to enhance the user journey and increase conversion rates?

Funnel Visualization

Display Campaign Creation - Basic Settings

Geographic Targeting Language Targeting Device targeting

When using analytics tools, what actions can you take to help ensure you are in compliance with EU data protection legislation?

Get explicit consent from the consumer when collecting PII Have a clear policy on how the analytics data you collect is used and managed

You run an online fitness and nutrition blog whose primary SEO objective is brand awareness. Traffic coming to the blog is low so you want to leverage SEO to help drive awareness among new visitors. Which SMART objective is most relevant based on the SEO objective for the blog? 1. Get links to your website from three of the top five industry news websites in the next six months 2. Double the page views for our highest ad revenue pages in 24 months 3. Generate 35% more online sales for our top 10 converting landing pages in the next 10 months 4. Grow returning visitors from SEO from 3% to 5% within 12 months

Get links to your website from three of the top five industry news websites in the next six months

Why is it important to do keyword research?

Get the right kind of visitors to your site identify keyword with high search volume and omit low volume terms identify content gaps on your website Target keywords that are within your reach

Your digital marketing intern was about to regram a follower's post on your Instagram account. Analyze the images shown and outline which best practices for regramming UGC have yet to be applied?

Give credit to owner Avoid editing content

Common conversion metrics

Goals Conversion rate Transactions Revenue

Three main search engines globally

Google Yahoo Bing

Google AdWords

Google's search advertising program, which allows advertisers to display their adverts on relevant search results and across Google's content network.

PageRank

Google's secret algorithm for ranking web pages in search engine results pages. measures importance of website pages

Google Hummingbird

Googles main search algorithm responsible for deciding how to order and rank search engine results

Benefits of content marketing

Grow Recruit Increase Generate Enhance

Steps of conducting a content audit

KPI and objectives review Benchmarks Current audience segments Content inventory, forms, and types Website performance and UX Social Platform Review Language or Tone evolvement Social Platform Review Language or tone evolvement Social Listening

KPIs

Key performance indicators metrics that combine to deliver on wider Key Success Outcomes (KSOs) measures the effectiveness of content, channels, and activity in delivery your goals

Similarities between paid and organic search

Keyword research Landing pages TRaffic

Paid Search (PPC) Elements

Keywords Ads Landing Pages

Contextual Targeting methods

Keywords Topics Placements

Extended SERP

Knowledge graph Direct Answer Related questions box App Packs Twitter Cards

Audience Targeting Category - Affinity Audience

Lifestyle and interest profiles based on the users browsing behavior

Creating a Session Duration goal

Measures how long people are engaging with specific pieces of content on your site measure sessions which exceed a certain time duration simply state the time of the session in the goal set-up to measure this goal

Which core component of a digital strategy provides guidance on formats, timings and platform spends?

Media strategy

Considerations for responsive ads

Messaging Appearance CTA Multiple Ad Placements

Two basic website design approaches in terms of a mobile first design

Mobile friendly Responsive

Considerations for Buyer Personas

Objectives Location Job Details Platforms Devices Purchase Behaviors Interests

How can you optimize the click rates in emails?

Offer deals for a limited time Use explicit CTAs

What factors affecting developing a budgeting plan?

People Technology Training Process

What do you use to to define your audience and help plan your campaign?

Persona Template

Categories of on page optimization

Pre-click on-page optimization Post-Click On-Page Optimization

Desk research resources

Premium: WARC, ANA free: think with google, consumer barometer

What impact does using a double opt-in have on your email campaign delivery?

Reduce vulnerability to spambots Improves sending reputation

Digital Media

Refers to the channels used to distribute the messaging to the audience

Carrying out a content audit

Review Content Performance Set Rolling Objectives implement key learnings

Carrying out a content audit

Review content performance Set rolling objectives Implement key learnings Improve and optimize

tools used for keyword ranking

SEMRush SEOMonitor WhatsmySERP Wincher RankTracker Pro

Tools to help you brainstorm for keywords

Search engine suggestions and related searches google keyword planner keywords everywhere competitor keyword analysis Search volumes

Types of email testing

Seed Testing Rendering testing Load Testing

Why perform location targeting?

Selective targeting Customized Campaigns Performance enhancement

Types of Subject lines

Self Interest Curiosity Offer Urgency Humanity News Social Proof Story

Which metrics can be used to measure customer engagement?

Sentiment CPE

What are the common website hosting types?

Shared hosting Dedicated server Cloud Hosting CMS specific hosting

Which potential roadblock does website optimization remove in order for a visitor to convert more easily on a website?

Slow checkout process Confusing site navigation

You are researching your competitor's target market to find out how active their community is and what their audience is saying about their brand. What tool or source of information is best suited to provide this competitive insight?

Social Media

SMART Objectives

Specific Measurable Achievable Relevant Time-bound

Ad Formats

Sponsored Content Dynamic Ads Right-Hand Ads Sponsored InMails

benefits of competitor analysis

Spot Content Gaps Identify Innovations Define Content Avoid Content clashes

What do you need to concentrate on when conducting a competitor content audit?

Their social following New format adoption

Topical Content

Topical content is content that ties into a moment in time and as such has a lifespan of relevancy

Which contextual targeting option in Google Ads provides precise targeting, can quickly reach a wide audience and generate more website traffic because the ad is placed on websites related to the selected content?

Topics

Ways to tracking data effectively

Tracking Different Views Visits from inside company Unfiltered view Define KPIs Track offline marketing activity

Which key word is at the last stage of the buying cycle?

Transactional

Which keyword is easier to convert into sales?

Transactional

Which keyword is most competitive to rank for?

Transactional

What should you test in terms of UX and UI to make sure youre providing the best possible website for your users?

User Intent Influence of website design on user experience Points of friction Navigation

Creating an email campaign in mail chimp

add your recipients add your from - name add a subject line and preview text designing and writing an email

Secondary dimensions

additional fields which can be added to standard or custom reports to get deeper insights into your data and trends

site audit

address your existing website or current performance

Content creation tools: long form video

adobe premiere pro after effects final cut pro

Video Ads

ads in video format that target youtube or any website that has youtube ads running on it

premium network buys

advertisers can choose to serve their ads on premium websites like news websites

youtube cards

allows you to add a link to click through to your website, videos on your youtube channel, a playlist on your youtube channel, or link them to your youtube channel to view more

Campaigns report

allows you to report on a range of other digital marketing campaigns within Analytics such as email newsletters and banner ads Drawback: only shows traffic sources and onsite engagement

Email remarketing

allows you to upload a list of customer emails and using customer match show them ads as they use google search, youtube, or browse the internet

Title Tag

an HTML tag that defines the page's title first thing the user sees before they click onto your listing

Manager account

an account similar to an agency account. You can contain all of your standard accounts with your manager account

Bid Adjustments

choose to increase or decrease our bid based on a particular location, device, or day of the week

Two types of analytics

classic analytics universal analytics

Basics of effective copy

clear enticing unique

companion banner

clickable thumbnail that will accompany your true view instream ad

lead form

collect contact details from consumers to grow your email list or pass onto your sales team

Masthead

customizable creative that runs on the top of the Youtube homepage for 24 hours in your chosen market

Creative strategy

documentation and understanding of your objective in relation to your audience and brand

google analytics limitations

doesnt provide real time data in downloadable historical reports free version limited to 10 million hits per month limited customization defaults to last click attribution not always 100% accurate not as comprehensive at measuring the performance of top funnel campaign activities

Accessing content utility

downloads and saves customer feedback plays, clicks, and views

google ad metrics

earned views earned subscribers earned shares earned likes view percentage

Content repurposing benefits

efficient in resource drives consistency extending lifespan of content reach new audiences drives SEO

Recycled spam trap

email address that existed was then abandoned and later reactivated by the ISP

Considerations when including images in emails

email is different from traditional marketing - focus on usability and aesthetics Not all ESPs will display your email images Avoid overusing images

Return Path

email testing tool focuses on inbox placement, certification, reputation monitoring, and email validation

Top conversion paths report

for a very useful visualization of the typical journeys that consumers make on their paths to purchase

Content Strategy

guide to how you create content, what content is written, and what formats are selected that drive toward your success outcomes

Elevation

happens when content curators look to form a hypothesis, or an idea or theory based on multiple content threads that are all similar in their take

Causes of friction

hard to understand content disruptive design elements shipping costs are too high order fulfillment time too long forms too complex and time consuming

Key elements for post-click on-page optimization

headings main body copy images

Social media marketing has many benefits

helps build relationships agile flexible yields ROI

Benefits of analytics

helps make informed, data-led decisions get closer to the customer understand users gain insights from real customer activity forecast using trends and patterns in customer behavior accountability of media spend and resource allocation stronger focus prioritization of resources higher conversion rates enhanced ROI

GA Goal reporting area

helps you understand different goal-conversion rates over a particular time

Time lag report

helps you understand how long it takes for a consumer to commit to purchase or signup by showing the length of time between their first visit to your site and the day they complete a conversion

Assisted conversion report

helps you understand the assisted value of channels and campaigns and provides insight into how different channels function at each end of the funnel

earned subscribers

how many subscribers youve gained to your channel

earned shares

how many times someone has shared your video content

quality score

how relevant and how good your ad and keyword combinations are versus what google thinks your audience is looking for

Measurement

how senior members of the team identify specific measures and how they are impacting the business

Audience Behavior report

how they engage with your site - behavioral info about your users

Key areas witihin creative strategy

ideas activation visual narrative

social and channel audit

identify existing social media and other channels are being used, their function, and performance

Rich Media Ads

image ads that have interactive elements, animations, or other aspects that can change depending on who is looking at the ad and how they interact with the ad

Single Opt-In

immediately adding an email address to database upon sign up

Benefits of linking a google analytics account to other arketing tools

increased data availability google ads imports cost and impression data from the google SERP, so your not just seeing visit data SEarch impressions and keyword rank from users who arent logging into google when searching give additional SEO insights

Repurposing methods

infographic motion infographic podcast whitepaper

Benefits of curated content

less promotional like you more generates overall goodwill industry leader

Audience Targeting Category - In-Market Audience

likely to be in market for a particular product or service

format plan

list of all the formats that you will be implementing

Existing resources

note who is currently working on your owned channels and how many hours are being dedicated to daily operations

Administrators

note who the admins of your various channels are and how email updates are received

Creating a pages per sessions goal

record sessions where the pages viewed exceed a predefined number enter the number of pages-per-session you would like to track as a goal

site content report

see how users interacted with each page

Collection

show products from your ecommerce store directly on fb and insta

Cross device channels

show the channels that drive traffic and conversions across devices

Standard Remarketing

show your ads to previous visitors of your website

Mobile App remarketing

shows ads to the people who have been using your app in the past

overview sub report

shows information on any event type and values you have coded into your website in one single view

carousel

shows multiple products in one ad unit

Acquisition data

shows the number of new users by device type

Goal flow report

shows the path your traffic travelled through a funnel towards a goal conversion it allows marketers to see the source, medium, page, or other dimension that leads up to the goals set in GA

Device overlap

shows you the number of users who use multiple devices to access your website

Distillation

takes the overall noise that is happening around a particular concept of thene

tools for social listening

talkwalker social Mention Hootsuite

Device Paths

the device journeys that users typically take

Purpose of multi channel funnels report

to help you understand the complex nature of a digital marketing conversion or purchase journey across channels

Rendering testing

tools such as litmus allow you to send your email to a test address, and preview it in various email clients and devices so that you can observe where you may need to make changes

Events report

track the non-standard actions that people take on their websites records how users interact with various elements of your websites

Creating a URL Destination goal

tracking thank you pages or purchase complete pages (valuable action has just taken place) 1. Enter the screen name of the page you want to track. You don't need to include the full URL, just the URL directory name details that appear after the 'forward slash'. for example, something like '/purchase-complete' 2. This will track any visits to that page as a goal