Digital Marketing Midterm Exam 101

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shopping ads

ads that display product images and prices instead of just text

What's a digital example of paid media? ***

advertising - pay per click, display ads, retargeting, paid influencers, paid content promotion, social media ads

nofollow

an HTML attribute that instructs search engines not to count linked-to websites as endorsements

call extension

an additional line appended to a usual search ad that allows users to click to place a phone call

What is the most valuable type of backlink?

an editorial link

award

an indicator that instills trust by providing an endorsement from an outside entity. Awards are often used to show both trustworthiness and high performance

keyword stuffing

an ineffective black-hat SEO tactic that involves in addition inserting the keyword phrase too often

lead

an inquiry from a potential customer into a business's products or services

message boards

an internet forum that allows internet users to engage in written conversations

What is demand harvesting?

any activity that increases the likelihood of securing a purchase from a potential customer who already wants the product

dofollow link

any link that does not have a "nofollow" attribute; a link that instructs search engines to follow those links and pass authority to the linked-to page

segmentation

any method of dividing customers (or in in this case site visitors) into groups that differ in a meaningful and actionable way

trust symbol

any symbol, icon, image, or small statement communicating to the user that the site is legitimate

What is the most frequent conversion for a lead generation-based website?

collecting email addresses

guest blogging

considered for many years to be a standard practice for gaining links

Explain what the "Customer Service" objective is for a website. ***

controlling the conversions to owned properties

CRO

conversion rate optimization - a web manager skill that uses A/B testing in order to gain the highest conversions possible

CPA

cost per action - a bid for each keyword, which is the amount the advertiser is willing to pay for each conversion

CPC

cost per click - in concert with conversion rate, determines whether a search ad is profitable

DDA

data-driven attribution - a tool made available by Google in 2016 which utilizes algorithms to calculate the ROAS of various advertising channels through counterfactual comparisons

impressions

each appearance of an ad on the SERP

Explain what the "Inform" objective is for a website. ***

establish confidence and trust in the brand through content

What are the three match types for advertisers to specify the searches they wish to target?

exact, batch, and phrase

The three components of a quality score are? ***

expected CTR, ad relevance, and landing page expereince

The ideal keyword has what three things?

high purchase intent, high volume, and low competition

actionable insights

insights into website users' behavior that can be used to take actions that improve website performance and/or profitability

negative keyword

instructions to the search engine specifying when not to display an ad

natural internal links

links that take the site visitor elsewhere in the site

header tags

markers surrounding a word or phrase that gives a title or label to sections of the web page, makes a website's content more easily browsed by users and gives search engines stronger clues as to the topic of its content

timestamps

markers that enable an analytics package to calculate how much time users spend on each page

Long tail keyword

multi-word phrases that are extended or more specific versions of a core fat head term

What are two website popularity metrics?

number of backlinks, backlinks from relevant sites, anchor text, link neighborhood, link freshness, link diversity, and social sharing

What is the green text on Google called? (the small words under the blue)

path or vanity URL

PPC

pay-per-click - an advertising model which charges advertisers each time their ad is clicked as opposed to charging advertisers simply to have their ad displayed

career SEOs

professionals whose jobs center on improving the rankings of their clients' websites

Pros and cons of advertising using broad match

pros - advertisers are not likely to miss out on valuable advertising opportunities because their add will show up for anyone doing a search relevant to their products cons - ads are likely to show up for searches in which the searcher had no intention of purchasing the advertiser's products

Pros and cons of advertising using exact match

pros - saves advertising money as it targets only interested people cons - likely to miss out on valuable advertising placements when searchers search for the advertisers products using an unanticipated variation

Explain what the "Sales" objective is for a website. ***

providing an easier, cheaper, and/or faster way for customers to buy

search engine

software that provides the best list of content possible to users so that they can find the best content in response to specific search queries

shopping cart

software that stores shoppers' product requests

Explain what the "Generate Leads" objective is for a website. ***

starting the relationship by acquiring information, but not necessarily focused on closing

Off-site SEO (or off-page SEO)

the creation and dissemination of content on a website to build quality backlinks to the site

content marketing

the creation and distribution of media content that entices and engages potential customers and has a commercial benefit for the publisher

What is a landing page?

the first web page that a visitor to a site sees

landing page

the first web page that a visitor to a site sees

On-site SEO (also called on-page SEO)

the formatting of content on the website to maximize its chances of ranking for all desired searches

link

the means of navigating from one webpage to another online. Links can be text based or image based

domain name

the name of a website

close rate

the percentage of leads that convert into revenue for the company

bound rate

the percentage of page viewing sessions that consist of only one page view

What is a page bounce rate? ***

the percentage of people who land on a page on your website, then leave. They don't click on anything else or visit a second page on the site. Keep in mind that bounce rate is different from an exit rate.

conversion rate

the percentage of visitors who convert, considered to be one of the most important indicators of a retail website's success

ranking

the position of the website in the SERP within the organic search results

conversion

the target action that websites encourage visitors to take

direct traffic

traffic that comes to a website either from a potential customer's offline advertising activities of from habit

referral traffic

traffic to a website that is the result of advertisements hosted on other websites. Referral traffic is usually divided into two categories: paid and unpaid

email traffic

traffic to a website that is the result of advertisements sent to potential customers via email

search traffic

traffic to a website that is the result of advertisements that appear as part of the results generated by a potential customer's internet search. Like referral traffic, search traffic can be divided into two categories: paid and unpaid

UVP

unique value proposition - the single thin that sets a site apart from its competition

Why might a website use no-follow links?

untrusted content, paid links, low priority links

What are three reasons why they should be used?

untrusted content, paid links, or low priority links

black-hat SEO practice

website formatting practice designed to manipulate the search engine into giving a website good rankings without the site actually providing good value to searchers

white-hat SEO practices

website formatting practices designed to manipulate the search engine into giving a website good rankings while also providing high value to searchers

analysis paralysis

when the sheer volume of data prevents an analyst from taking worthwhile action

What are the steps in the consumer journey? ***

1. initial consideration set 2. active evaluation 3. moment of purchase 4. postpurchasse expereince 5. trigger into loyalty loop

What is a cookie?

A piece of data from a website that is stored on a web browser that can be retrieved at a later time.

In which phase of AIDA does demand harvesting occur?

Action

Describe the postpurchase experience section of the consumer journey.

After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision

What does AIDA stand for?

Attention, Interest, Desire, Action

Why do responsive search ads need stand-alone headlines?

Because they can be served in any order

What is CTR?

Click Through Rate - # of clicks / # of impressions so . . . number of people who clicked the ad / total number of people who saw the ad

CTR

Click-through rate - the percentage of impressions that yield a click

Describe the active evaluation section of the consumer journey.

Consumers add or subtract brands as they evaluate what they want

CLS

Cumulative Layout Shift - indicates whether the content shifted when another piece of content loaded later on the page. Usually indicates a less-than-ideal user experience

What is A/B testing and what is it used for? ***

Existing webpage is "A" and a slightly tweaked webpage is "B", a program shows each website randomly to viewers to see if the new modification was successful through analyzing the conversion rate that each version of the page produces and the most successful page is used moving forward

FID

First Input Delay - a measurement of the time it takes before the user can interact with any piece of content on the page. Usually indicates a less-than-ideal user experience

The most heavily used digital marketing analytics tool is called?

Google Analytics

What is a quality score? ***

Google's rating of the overall user experience that your ads and landing pages provide when users search for your keyword(s)

What is the blue text on Google called? (the big words)

Headlines

What is ad relevance?

How closely your ad matches the intent behind a user's search

landing page experience

How relevant and useful your landing page is to people who click your ad.

HTML

Hypertext Markup Language - a client-side coding language meant to display static web pages that do not dynamically change content depending on the user. The basic programming language that powers web pages on the internet

What are the four primary objectives of a website we discussed (four types of websites)? ***

Inform, Generate Leads, Sales, Customer Service

IP address

Internet Protocol Address - a standardized set of procedures for locating computers connected to the internet and for transferring information from one computer to another

LCP

Largest Contentful Paint - a measurement of the length of time it takes for the page's main content to appear. Usually indicates a less-than-ideal user experience

What challenges would a one page website that primarily has visual content have when it comes to SEO?

Limited content for search engines to crawl/ index.

Explain why attribution is a difficult process for marketers.

One primary reason is that the audiences of people who saw the ad and the people who didn't see the ad are different populations.

Which takes longer to index, paid search or organic search? Why?

Organic takes longer to work

What's a digital example of earned media? ***

Sharing - mentions, shares, reposts, reviews

What are the different types of landing pages?

Single-product, multi-product, lead generation, subscription, single-purpose

What is meant by the term "known intent" when it comes to paid search marketing?

Someone who does a search for a product is known to the market and ready to purchase that product. The likelihood of that person making a purchase is many times higher than the purchase likelihood of a random person seeing a display ad. An advertiser who has a high probability of generating an immediate sale is willing to spend a large amount of money to secure that sale.

What are no-follow links?

Tells search engines "don't follow links on this page"

Describe the initial consideration set section of the consumer journey.

The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points

What is a link profile?

The list of backlinks going to a page

Why are conversions important?

They are an effective way of comparing and contrasting the performance of multiple advertising channels

Why do companies use backlinks? ***

They are important to search engines because they are a signal that the site being linked to high-quality information on a topic, relevant to the site linking to it. In essence, it's a digital vote of confidence

Why should a brand avoid only bidding on exact-match keywords?

Too small of an audience

TLS

Transport Layer Security - an encryption method used to prevent eavesdropping from third parties

Describe the moment of purchase section of the consumer journey.

Ultimately, the consumer selects a brand at the moment of purchase

URL

Uniform Resource Locator - the unique identifier used to locate a resource on the internet

What's a digital example of owned media? ***

Web properties - website, mobile site, blog site, social media channels

What is the "grunt test"? ***

What are you offering? Why should I pick you / how will it improve my life? What do you want me to do next?

click

a click is counted each time a searcher clicks on an ad in the SERP

broad match

a command which directs Google to show a corresponding ad to any search that "broadly" matches the specific keyword

phrase match

a command which instructs Google to show ads on searches that include the keyword, close variants, or other terms with similar meaning (a distinction between exact match and phrase match is that phrase match can also include additional search words that do not match the keyword)

web hosting company

a company that provides server space for others to run a website

server

a computer connected to the internet that fulfills information requests to the website

persona

a fictitious person meant to represent a segment of customers

alternative text (alt text)

a label or tag that communicates information to web browsers for the visually impaired or to browsers that have images deactivated

What is lead generation?

a lead is an inquiry from a potential customer into a business's products or services Ex: a plumber getting a phone call about his services

What are backlinks? ***

a link from an external source that points viewers to that web page. In other words, a link on any other website that links back to your website

backlink

a link from an external source that points viewers to that web page. In other words, a link on any other website that links back to your website

natural outbound links

a link that is relevant and fits naturally into the article and acts as a citation the author uses for the reader's reference

link profile

a list of backlinks for a particular webpage

citation

a mention of the company's website without a link

responsive web design

a method of coding elements of a web page (text, images, navigation, and so forth) to detect the website visitor's screen size and to automatically resize and rearrange those elements to optimize their display

What is a call to action? Why is it important? ***

a prompt on a website that tells the user to take some specified action ex: Sign Up, Buy Now

exact match

a search phrase will still match a keyword even if the search is a close variant of the keyword, such as a misspelling, an abbreviation, and even a synonym

meta description

a short description of the web page content (160 characters or less) usually included in the content of the page, but not displayed to visitors

browser

a software that displays web pages such as Chrome, Firefox, Safari, Edge, and opera

keyword

a specific word, or combination of words, used to target specific ads to potential customers

XML sitemap

a technical map of a website which helps website crawlers to index the site properly

fat head

a term with high search volume

last-click attribution

a type of attribution which gives full credit for a customer's action to the source that most recently brought the customer to the site for the purchase. Widely recognized as the easiest and most common way to assign credit to advertising efforts

what are affiliate links?

a unique URL assigned to a specific affiliate. The affiliate link contains and records the affiliate's ID or username, allowing the affiliate to get credit for the traffic sent to the advertiser's website.

cookie

a unique identifier placed on a web browser by a website in order to retain information used to tailor the website experience to each user

URL inspection tool

a usable feature that enables webmasters to test whether Google is properly crawling and rendering pages

title tag

a web page tag displayed at the top of a browser when one navigates to a specific web page

directory

a website that catalogs links to other websites

counterfactual

a what-if comparison which requires large quantities of data to be effective and accurate


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