Digital Marketing Unit 3 Test
Google AdWords
Google's search advertising program, which allows advertisers to display their adverts on relevant search results and across Google's content network.
Google+
Google's social networking platform that allows users to collect and share information with custom-created circles of friends, family, coworkers and more.
banner ad
Image-based advertisements that often appear in the side, top, and bottom sections of websites
return visitors
In online marketing, a website visitor who has made at least one previous visit to the site or page in question.
KPI
Key Performance Indicator
programmic advertising
Machines buying ads based on criteria set by a company. There is no human interaction. A price can be set low or high for a specific target market. RTB is a form of this type of advertising.
Comments or Mentions
People talking about your content or brand. Happens without you being present.
Marketing Mix
Product, Price, Place, Promotion
4 main types of social media KPIs
Reach, Engagement, Customer, and Conversion
RTB
Real Time Bidding
paid search advertising
Refers to advertising on search engines sometimes called PPC advertising. The advertiser only pays when an ad is clicked on.
flat rate
Selling banner ads at a specific rate regardless of traffic.
sales promotion
Short-term incentives to encourage the purchase or sale of a product or service. 1:many. One of the feet of promotion man.
click paths
Shows how users proceed through the information on a website—not unlike how grocery stores try to track the way shoppers move through their aisles.
above the fold
Space on the page where an ad is placed that is visible without having to scroll down
Demographic Targeting
Targets ads to people based on demographic information such as their gender, age range, income, ethnicity, etc.
Behavioral Advertising
Targets visitors based on information that ad systems learn about internet browsing behavior such as pages visited, links clicked on, time spent on sites, and searches made.
contextual advertising
Targets visitors based on keywords. The advertising system scans the website for keywords and matches ads to relevant pages. (When you see an ad for a sporting goods store or an online ticket broker appearing on a sports news page, that's contextual targeting)
Floating ads
The ad appears in a layer over the content but is not in a separate window. The ad usually has a hard close button in the top right corner.
Mobile Ads
The ads that appear on smart phones, tablets, or any other mobile device
followers
The number of people who have liked your page or subscribed to your content.
retargeting ads
Uses web users past web history to target with a specific ad
customer testimonials
What creates your net promoter score. Customers can tell the world what they think of you.
Call to Action
What you're asking the viewer of your content to do.
When selecting which social media to post your content on what is the most important thing to consider?
Your Target Market
a free online photo and video sharing service geared to mobile phones
a social networking and blogging service that allows users to send and read tweets (updates)
YouTube
a video-sharing website in which users can upload, view, and comment on videos
a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them
cost per engagement
advertisers pay for interactions with advertisements. Normally found in videos or apps. The ad usually starts with a roll over or click that expands the ad. It opens a game or video. The ad doesn't take user away from webpage.
engagament
all likes, clicks, comments, mentions, or shares.
Examples of E-Commerce sites
amazon, ebay, any online store
cost per click
an online ad purchase in which the cost of the advertisement is charged only each time an individual clicks on the advertisement and is directed to the web page that the marketer placed within the advertisement
Advertising
any paid form of non-personal presentation and promotion of ideas, goods, or services. 1:many. One of the feet of promotion man.
publicity
any unpaid form of nonpersonal presentation of ideas, goods, or services. What the community thinks of you. The elbow of promotion man because it is reactive. 1:many
KPIs Measured by both social Media and e-commerce
bounce rate, conversion rate, views, cost per conversion, views, likes, comments, and follows
CTR
click through rate
Customer Acquisition Costs
cost of marketing expenses/number of customers acquired during that period What it costs to make someone a customer
CPA
cost per action
CPC
cost per click
CPL
cost per lead
CLV
customer lifetime value
e-commerce
electronic business or exchange conducted over the internet
Time Based Targeting
enables advertisers to serve up an ad to visitors at specific times of day and/or on specific days of the week.
Average engagement rate
engagement/total followers
3 goals of promotion
inform, persuade, remind
is a business-oriented social media that lets users post their professional profiles to connect to a network of businesspeople.
Cart Abandonment Rate
measures the percentage of shoppers who place at least one item in a shopping cart but never complete the transaction
click through rate
number of clicks on CTA/Number of impressions
PPC
pay per click
conversion rates
percentage of customers that follow your call to action.
pay-per-click
revenue model in which advertisers display ads to potential customers for free and pay only when the customer clicks
clicks
social media KPI that tracks the amount of times your content has been clicked on. Helps measure attractiveness of a post.
Snapchat
social media app that allows temporary picture posts
shares
the most organic form of spreading the word on social media. when others repost, retweet, or share your content.
reach
the number of different people that have seen your content.
unique visitors
the number of distinct, unique visitors to a site
page views
the number of times an internet page gets viewed by any visitor
impressions
the number of times your content appears in front of users.
bounce rate
the percentage of times a visitor leaves the website almost immediately, such as after viewing the landing page.
customer lifetime value
the total worth of an individual customer through out there spending lifetime.
landing page
the web page that a person reaches when clicking on a search engine listing or ad
likes
users showing appreciation on your content. Can often be a herd mentality... people do what everyone else is doing.
social media
websites and applications that enable users to create and share content or to participate in social networking.
Why is CLV important?
80% of spending is done by 20% of your customers.
ad network
A group of websites on which adverts can be purchased through a single sales entity (Google, Yahoo, Facebook)
Ad-mob ads
Ads that appear in mobile apps. Most of the time allowing an app to be free for users
pop-up ad
Ads that pop up or under the web page being displayed. Usually open in a new smaller window.
Email advertisement
Advertisements sent to users through an email
Promotion Mix
Advertising, personal selling, publicity, and sales promotion
Keyword Targeting
All about targeting content that contains specific keywords. Twitter recently introduced keyword targeting for advertising, so visitors now see "Promoted Tweets" based on topics or key phrases they have tweeted about.
Geographic Targeting
Allows advertisers to target an ad to specific visitors based on their location - including country, city, postal code, and other locale information.
personal selling
Any form of direct contact between a salesperson and a customer. Most Expensive form of promotion. 1:1 . The hand shake of promotion man.
Flash ads
Banner ad that uses flash design. Usually has an interactive element
Real Time Bidding
Buying and selling of online ad impressions through real-time auctions that occur in the time it takes a webpage to load.
CTA
Call to Action
CPE
Cost Per Engagement
Cost per Action/Cost per Lead
Cost paid when a desired action is taken by a user from the display of an ad. Such as signing up for a newsletter.
CPM
Cost per thousand - The amount paid for 1,000 qualifying impressions.
CAC
Customer Acquisition Cost