Digital Marketing Final
Email marketing: test & optimize
• Subject lines • Send times • Best day to send • Layout • Text vs. button links • Database segmentation • Call to Action
Conversions may include:
• Buying a product • Filling in a form or quote • Downloading a white paper • Sending an enquiry • Booking a flight
UVP
- Unique Value Proposition
Conversion Rate
- Your conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors. A high conversion rate is indicative of successful marketing - The number of conversions divided by the number of visitors, expressed as a percentage.
Hard Bounces, Soft Bounces, Non-Opening
- A hard bounce indicates the email address is fake. This email address should be removed immediately from the list. - Soft bounces typically indicate the email in-box is full. This email address should be removed from the list after several soft bounces in a row (typically four or more). - If a recipient has not opened a company's email in several months, that email should be removed from the list. One trick spam filters use to discover spam emailers is to take over defunct email addresses (addresses that used to be owned by a real user but are no longer in use) and find which companies continue to send emails to inactive email addresses.
CTR
- A ratio showing how often people who see your ad end up clicking it - The total clicks on a link divided by the number of times that ad link has been shown, expressed as a percentage. - Good click through rate = 4-5% for search and 1% for display
B Roll
- B-roll is the extra footage captured to enrich the story you're telling and to have greater flexibility when editing. Instead of featuring only talking heads on video, you want to have other images you can cut away to that will add dimension to your story
Keywords & match types
- Broad match --> none --> synonyms, related searches - Broad match modifier --> +keyword --> close variations but not synonyms or related searches - Phrase match --> "keyword" --> phrase and close variants of that phrase - Exact match --> [keyword] --> an exact term and close variants of that exact term - Negative match --> -keyword --> searches without the term
Display Ads Goals
- Build brand awareness - Create demand - Satisfy demand - Driving direct response & sales
Writing Effective Ads
- Call to action (sign up now, buy now) - Mirror users objective - Include numbers and statistics - Appeal to users entitlement - Include emotional triggers - Create unique display URL's - Prioritize best ad copy - Focus on benefits - UVP: "Free shipping" "secure shopping" - Keywords relevance - Ad extensions - Do not use: nonsense words, claim to be the "best", repeated exclamations, all caps, phone numbers.
Impression
- Each time an advert is shown
Display Ad Targeting (6)
- Geo targeting: target by location - Network or browser type: target by browser types like Mozilla Firefox, Internet Explorer, Chrome, etc. - Connection type: targeted according to internet connection like broadband or dial up connection - Day and time: specific time they want ads to be shown - Social serving: websites gather demographic data about users and then serve each user targeted and relevant advertising. For example, Facebook will allow advertisers to select specific characteristics of users who will be shown an advert. - Behavioral targeting: ad server uses the profile of a user (built up over websites visited previously) to determine which adverts to show during a given visit. Ad servers can base this profile on cookies or on IP addresses
Search Ads: Targeting
- Keywords - Language and location: Geo targeting - Behavioral and demographic: Re-targeting
What are display ads? & Specific types.
- Often made up of text-based, image or video advertisements that encourage the user to click-through to a landing page and take action (e.g. make a purchase). - Banner ads, pop-ups, floating adverts, wallpaper adverts, map ads
QS
- Quality Score - A measure used by Google AdWords to indicate how relevant a keyword is to an ad text and to a user's search query
SERP
- Search Engine Results Page - The actual results returned to the user based on the search query.
Affinity Audiences
- TV-style audiences that are designed to help connect advertisers with their ideal customers online at scale. Google Ads uses a users browsing history, time on pages visited and then associates an interest category with the users browser.
Snapchat
- The most straightforward and easily implemented advertising option on Snapchat is a Snap Ad. - A Snap ad is a full-screen vertical video that appears between Stories or between snaps within a Story. The video can last as long as 10 seconds. Users can skip past the ad at any time in the usual manner (by tapping on the screen). Snap ads can be stand-alone, or they can make additional content accessible through a swipe up, which led users to a sign-up page - Other options for additional content that an advertiser can provide with a user's swipe up include additional video, a shopping page, and the use of a Sponsored Lens. - These ads have some similarity to YouTube's skippable ads, in that the advertiser needs to provide compelling content within a few seconds to entice the user to keep watching and explore further. - collection ads, story ads, AR lenses, filters, and commercials.
Landing Page
- The page that the user reaches by clicking on an advert is called a landing page - either an existing page on your website, or a new custom-built page for the campaign at hand (useful if you are running a competition or special offer - Not the same as Display URL - Should include CTA
Retargeting (aka Remarketing)
- The use of cookies - Customer sees ad, visits website without converting, cookie stored, user browses internet and sees ad again, visits website and purchases/converts. - high profitability method Visitors an advertiser can remarket: - Everyone that has visited any page on the advertiser's site - Anyone that has visited only the advertiser's homepage - 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)
Email marketing tool examples and CRM & Automation
- a company's efforts to manage its interactions with current and potential customers. - For many companies, these interactions involve more than just emails, thus email marketing represents only one of many channels in the CRM portfolio that must be coordinated. Marketing (generate leads) --> Sales (convert leads) --> Customer Support (train customers/upsell) - The CRM system enables even more sophisticated segmentation, because a CRM system typically contains more information about the lead than his/her email address. The CRM system might know the company, position, and website history of a contact, for example. - Marketing automation refers to software that allows a company to automate and optimize digital marketing efforts across multiple channels - Salesforce, Hubspot, Zoho, Marketo - Mail Chimp, Constant Contact, SendinBlue, Get Response
Email Marketing & Advantages
- a tool for customer relationship management (CRM). - Used effectively, this extension of permission-based marketing can deliver one of the highest returns on investment (ROI) of any digital marketing activity. - Simply put, email marketing is a form of direct marketing that uses electronic means to deliver commercial messages to an audience. - It is one of the oldest and yet most powerful of all digital marketing tactics. - The power comes from the fact that it is: • Extremely cost effective due to a low cost per contact • Highly targeted • Customizable on a mass scale • Completely measurable
Dynamic Retargeting
- ads whose content can be programmed to change to match customers' interests. - For example, if a website sells shoes, dynamic remarketing ads can be programmed to show high heel shoes to a woman who browsed high heel shoes and running shoes to a woman who browsed running shoes.
How does a display network work?
- 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.
What is video marketing?
- extremely rich, engaging and stimulating experience for viewers - music videos and funny clips of animals to reviews, how-to's, commercials and movie trailers - entertainment, information and valuable content
Ad Extensions (7 that google ads offers)
- offer a way to get additional information into a search advert without affecting standard advert copy limits. - Location: map of where you're located - Call: phone number - Social: how many followers brand has - Seller Ratings: 1-5 stars - Site links - Offers: include product images - Image extensions: allow images in ads to extend
The long tail
- the sum of searches that are unique is higher than the sum of non-unique searches. - Discovering these low-volume, niche search terms can do wonders for a search advertising campaign. - Example high to low --> coffee coffee beans medium roast coffee beans etc.
Structure of Ad Campaign
--> Account --> Campaign --> Ad Group --> Keywords --> Ads
Achieving high ad rank
1. Ad Rank a. Bid Amount b. Quality Score - Expected CTR - Ad relevance - Landing Page experience
How are display ads different than search ads? (2 things)
1. Difference between bidding for a search ad and the bidding for a display ad is that display advertisers have multiple bidding formats from which to choose: Search advertisers typically pay using: - CPC (cost-per-click) basis - sometimes CPA [cost-per-acquisition] basis Display advertisers can pay using: - CPC - CPM (cost-per-mille, or cost per thousand impressions) - CPA 2. Display ads are shown on other web pages and may be unique to you as a user (you are not searching for them)
Video Creation Process (producing): (6)
1. Understand situation: who is the audience, what are our goals, what's trending, things that are happening 2. What strategy can I use: what resources do I have, how much money? 3. Storyboard: Step by step on what you're going to do and how you're going to shoot it. - Show don't tell, be cinematic, make sure it's logical and coherent, pick a theme. - Example: How do take care of yourself in a time of stress: working out from home - Intro - Problem: Can't go to gym, too afraid to go outside - Solution: Use space around you - Tools: What you need to do this that you can find in your own home - Exercises: Here are some exercises you can do - Close 4, 5, & 6. —> Script/put it in some order and gather info —> Shoot it —> Organize for Editing and Edit —> Send it out
Advantages & Disadvantages of Search Advertising
Advantages: - No to low cost barrier - Tracking every cent - Targeted advert placement: relevance - Giving customers what they want Disadvantages: - Click fraud - Bidding wars and climbing CPC's - Keeping an eye on things: takes lots of monitoring
Email marketing steps:
Build or cultivate list - Be ethical - Get opt. in - Provide opt. out - Give benefits Make good content Timing - 1 per week Targeted Lists
CPC, CPM, CPA, Flat Rate
CPC: The advertiser only pays when the displayed ad is clicked, which means the advertiser pays only when the ad brings a visitor to the website CPM: If an online advertiser pays $2 CPM, the advertiser would owe $2 every 1,000 times the display network displayed its advertisement. So if the ad were shown 10,000 times, the advertiser would owe $20 whether the ad yielded 20 clicks or 200 clicks. CPA: CPA bidding enables advertisers to pay only when their advertisements result in successful conversions. If a website sells flags, and the advertiser bids $10 CPA, she would owe $10 every time an ad led to a flag purchase on her website. So if her ads led to 10 purchases, she would owe $100 regardless of whether those ads brought 100 or 1,000 visitors to her website. Flat rate: Sometimes, owners of lower-traffic sites choose to sell banner space at a flat rate - in other words, at a fixed cost per month, regardless of the amount of traffic or impressions. This would appeal to a media buyer who may be testing an online campaign that targets niche markets.
Google Ads Settings
Campaign Type -Search network only -Display network only -Search network with display select -Shopping Device -Desktop -Tablet -Mobile Location Language Bid strategy -Manual -Automatic -CPA -Flexible Daily Budget Ad Extensions -Location -Affiliate location -Callout -Call -Message -Sitelink -Structured snippet -Price -Review -App
Elements of a search ad (Format & 3 main components):
Format: - Heading (Headline) - Two lines of advert copy. (Body) - Sometimes shown on one line. - www.DisplayURL.com - Ad extension 3 main components: - Keyword-optimised ad text - The link to your owned property (website, social media platform, content) - Ad extensions
Paid search funnel
Impressions --> Clicks --> Conversions aka Leads--> Customers --> Revenue 1. Send more potential leads into funnel 2. Increase conversion rate within funnel
Promotion (3 types)
Paid: In the same way as with Google's search advertising, you can pay to have your video recommended on YouTube. Earned: Make it shareable, make it unique & viral, PR stunt around it Owned: Use the assets you have, link on all your platforms
Search Ad Process (4)
Process: • Creates the copy for an advertisement. • Determines the landing page for the advert. • Selects the keywords or criteria for which that advertisement should appear. • Chooses the maximum amount - the cost per click (CPC) - that they are willing to pay for a click on the advert.
Email Marketing Goals & Measuring Success
Promotional Emails - Purchase - Download Newsletters - Open rate - Click through - Bounce Rate: the percentage of how often your emails get "bounced" back to you. In other words, the email cannot reach the intended recipient and, therefore, must be returned to the sender with a notification of its bounced status. - Conversion Rate - Average Order Value: a couch is likely to have lower CTR and conversions than cheap jewelry. Can combine multiple metrics to compare different campaigns. - List Churn: A company needs to be aware of how frequently its emails are causing people to unsubscribe. If it's losing subscribers faster than it's gaining them, due to irrelevant content, email frequency, and so on, then its email marketing strategy isn't sustainable and should be changed.
Social media advertising vs. social media marketing:
Social media marketing is any social media action you take that is unpaid. If you're posting about your blogs, sharing info with your followers, or commenting in social media groups, you're marketing. Social media advertising is any action you take on social media that is paid.
Email Design & aspects
Subject Line: - will determine whether the customer opens the email, ignores it, or deletes it. - accurate and informative. Sender Info: - Use a name to make personal Obvious branding elements Landing Pages: - Match email content with landing page - Pre-header: include CTA and mobile version option - Header: logo and photo - Personalized greeting: use specific name of customer Body: - most important info first - make sure that your language is scannable (meaning that it makes use of the appropriate formatting, such as bolding and bulleted lists). - Do not over use images, they can skew the format and make the email large. Footer: - can keep consistency Social Sharing buttons/links Link to privacy policy Unsubscribe Link
Types of Ads - Promoted Tweet - Promoted Accounts & trends Best Practices: - can tweet many times a day without bombarding followers - best to use link if advertising coupon or other long things bc of word limit - can also stay under 280 character limit and provide reminder it needs to its customers
Types of Ads - Image Ad: It contains an image, caption, and a call-to-action button - Carousel Ad: allows advertisers to show multiple product images that a user can scroll through - Video Ads - Slideshow ads: are a good option for a company that does not have the resources to produce a video with high production values but still wants the high level of engagement that results from video. - Collections ads: show up with a video and four images underneath the video. When a user clicks on the ad, instead of being taken to the advertiser's website, they enter a full-screen landing page within the Facebook app - Facebook messenger ads Best Practices: - center Facebook strategy on paid advertisements and supplement those efforts with engaging organic content where possible. - live video > posted videos
Linked In
Types of Ads - Sponsored content is similar to Facebook ads. They show in LinkedIn users' LinkedIn feed. - Dynamic ads are similar to dynamic remarketing ads. An advertiser can change the content of the ads to match different ad targets. - Text ads show up to the right of the LinkedIn feed for desktop users. - Sponsored InMail is an ad type unique to LinkedIn. It is basically email marketing, but to paid ad targets rather than through compilation of an email list. - Another unique feature of LinkedIn advertising is the ability to capture leads through LinkedIn's Lead Gen Form. Typically, when users click on an ad, they are routed to a landing page. On LinkedIn, ads can be made to produce a pop-up lead generation form instead of routing the user to a landing page. This option can increase lead capture rates. Best Practices - Being considered a thought leader is extremely valuable for any company, and LinkedIn provides a perfect place for a company to post content that reinforces this belief. - A company should have unique knowledge about its industry that it can use as subjects for regular LInkedIn posts.
Types of Ads - The most effective way to create Instagram ads is from the Facebook ads platform. - The same ad types available on Facebook (image, carousel, video, and collections) are also available on Instagram, with the exception of slideshow ads. - Facebook's Instant Experience functionality, in which users who click on an ad are taken to a full-screen landing page within the app, is also available on Instagram for all ad types. - All four of these ad types appear in Instagram users' feeds PLUS stories ads Best Practices:
Types of Ads - promoted pins - promoted video pins - one-tap promoted carousels - promoted app pins Best Practices - it can create a Pinterest profile and organize boards with pertinent pins. If users find its content valuable, they will follow the company's Pinterest profile and pin some of its content, which could lead to further pins and web traffic. - provide a Pin it button on the company website next to visually appealing content.
Youtube
Types of Ads: YouTube provides six different types of ads: (1) display ads, (2) overlay ads, (3) skippable video ads, (4) non-skippable video ads, (5) bumper ads, and (6) sponsored cards. Best Practices - Possibly the best business use of YouTube (from an ROI standpoint) is to create videos that simultaneously entertain and advertise. - The most reliable path to generating earned media views on YouTube is not to create a viral video but to create many engaging videos, even if none of them is a runaway success. YouTube's recommendation algorithm (which determines the videos it recommends to users on the home screen and elsewhere) is based on a YouTube channel's overall volume of viewership and its engagement metrics.
Video Content vs. Video Ads
Video content: These are videos made to entertain, inform, share updates or otherwise enlighten or delight the viewer. Much like syndicated articles or blog posts, these are usually not directly promotional, but instead provide shareable content that gives value to the viewer. Examples: How-to guides and tutorials • Conference talks • Video presentations • Valuable industry updates • Educational lectures • Product reviews and advice • Entertainment Video Ads: These are simply adverts that are filmed and formatted for online use. These can be existing TV commercials that are shared online, or custom ads made specifically for the web.
Frequency capping, Sequencing, Exclusivity, Roadblocks
• Frequency capping: this limits the number of times a specific user sees the same advert in a set time period. • Sequencing: this ensures that a user sees adverts in a particular order. • Exclusivity: this ensures that adverts from direct competitors are not shown on the same page. • Roadblocks: this allows an advertiser to own 100% of the advertising inventory on a page.
Places/methods you can pay for your display ad to appear: (6)
• Premium booked media: advertiser contacts the premium media provider and discusses options for placing an advert. Involves negotiating on targeting and pricing for the space desired, and is usually a costly but high-profile option. • Advertising networks: a group of websites on which adverts can be purchased through a single sales entity. It could be a collection of sites owned by the same publisher. Usually categorize the sites by factors such as demographics, topic, or area of interest. Advertisers pay to advertise in specific channels, and not in individual sites. Most times, the campaign will then be optimized based on the best converting sites. • Advertising exchanges: unsold advertising space - called inventory - is placed by publishers for bidding. The inventory is sold to the highest bidding advertiser. Giving advertisers far more control, this type of advertising mimics the PPC model of search advertising (Generalized Second Price auction) - but bids are for audience profiles and space rather than for keywords. • Social media advertising placements • Mobile advertising: Blind networks, premium blind networks, premium networks • Ad servers: servers that store advertisements and serve them to web pages. Ad servers facilitate advert trafficking and provide reports on advert performance. They have two functions: to help publishers manage their ad inventory, and to help advertisers monitor and optimize their campaigns.
Ad Words quality score is determined by:
• The relevance of the keyword to the search term. • The relevance of the advert copy to the search term. • The relevance of the landing page to the search term. • The historic CTR of that advert. Quality Score is ranked as follows: • Great (8, 9, 10): Keyword is very relevant and QS needs no improvement. • OK (5, 6, 7): Keyword is relevant, but can still benefit from a higher QS. • Poor (1, 2, 3, 4): T
Ads at top of the page usually have the following qualities:
• They are very relevant to a user's search query. • The consistently perform well, with high CTRs over time. • The CPC bid is competitive and outbids other ads of the same quality.
How to make video viral:
•Address a currently trending topic •Make it enticing •Make it remarkable •Make it unique •Make it shareable •Make it short
Steps in video marketing: (8)
•Identify your audience •Plan and develop a concept •Produce the video •Choose the hosting platform(s) •Optimize with keywords - The title - Descriptions - Tags - Get comment and enable sharing, embedding and ratings - Thumbnail something enticing - Use annotations •Promote it •Communicate with communities and respond to comments •Track/analyze activity
How to keep Consistent Messaging with ads and landing pages: (3)
•Sell the same value propositions. •Use similar calls to action. •Enact the same design elements (color scheme, characters, fonts, imagery, etc.)