Exam 2: Digital Marketing

The Bid Auction

- Max CPC ≠ Actual CPC - Your Bid (Max CPC) - Set up a daily budget - Watch for Click Fraud

Bidding Model (Search Ads) - CPA

- Target cost per action (CPA): aims to increase conversions while targeting a specific cost per action. - Maximize conversions (CPA): automatically sets bids for each auction to help get the most conversions for your campaign while spending your daily budget.

Metrics to Keyword Performance Data (PPC Math) - Impression

How often your ad is shown. An impression is counted each time your ad is shown on a search result page

Email Marketing Performance - Non-Opening

If a recipient has not opened a company's email in several months, that email should be removed from the list.

Choosing Keywords - Competition

If hundreds of websites are already targeting a particular search phrase, a new website may never have success ranking for that phrase, particularly if some of those websites are behemoths like Amazon.com or Overstock.com. A good way to estimate competition is to just search for a keyword phrase and see (1) which websites show up and (2) whether the links to those websites (i.e. the page title tag that is displayed on the SERP) are optimized perfectly for the keyword (a webpage that is "perfectly optimized" for a multi-word phrase would have the phrase in its exact word order).

Why getting backlinks to your website as an off-site SEO matters

If lots of other webpages link to a particular webpage, such links serve as a signal that this page is popular (and therefore is likely to have high-quality content). Of course, the sheer number of pages linking to a page is not the only signal of popularity search engines use.

Keyword Stuffing

If the language on a website becomes stilted from overuse of a keyword phrase, the company has negatively affected its website user experience. In addition, inserting the keyword phrase too often is known as

CPC =

Impressions / Clicks

Email Marketing Performance - Open Rate = Emails Opened / Emails Delivered

Good open rates are crucial both for avoiding spam filters and for overall profitability. A company's emails can't increase sales if recipients do not view them. Open rates are a good indicator of the quality of the subject line.

Manual Links --> Trading Links

"You link to my site, and I'll link to yours." Such quid pro quo linking typically does not help either party. Search engines can easily detect these reciprocal links and keep them from aiding SEO. However, sometimes the linking relationship may help both websites by sending qualified traffic. These partnership opportunities should not be overlooked.

The Variety of Match Type

- Broad Match - Phrase Match - Exact Match

Link Building - Types of Earned Links

- Editorial Links - Manual Links - Manufactured Links

Components of an Emails

- Email List • Single opt-in vs. double opt-in - Subject Line - Email Copy - Clear CTAs (Call To Actions) - Unsubscribe link (mandatory) - Postal address (mandatory)

Bidding Model (Search Ads) - CPC

- Enhanced cost-per-click (CPC): bidding, which is an option with manual CPC, automatically adjusts your bids to maximize conversions.

Email Marketing Performance

- Hard Bounces - Soft Bounces - Non-Opening - Open Rate = Emails Opened / Emails Delivered - Click-through Rate = Emails Clicked / Emails Delivered - Conversion Rate = Transactions / Sessions Generated via Email - List Churn

Link Building --> Editorial Links

1. Creating high-quality, linkable content and 2. "Greasing the wheels" (i.e. conducting outreach to increase the volume of webmasters linking to that content.)

Choosing Keywords

1. Relevance 2. Traffic 3. Competition 4. Current Ranking

Email Marketing Performance - 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.

Regulations Targeting Email Marketing --> CAN-SPAM

A compliance guide for business by Federal Trade Commission (FTC). For example, according to CAN-SPAM, the marketer has to identify themselves with a physical address. Opt-out processes must be simple and any opt-out must be permanently honored within 10 business days. Marketer can send to any user who has not 'opted-out'. Subject line must accurately reflect the content of an email.

Email Marketing Performance - Hard Bounces

A hard bounce indicates the email address is fake. This email address should be removed immediately from the list.

Match Type: Keywords - Broad Match

Ads may show on searches that are related to your keyword, which can include searches that don't contain the keyword terms. This helps you attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that work. Broad match is the default match type that all your keywords are assigned as if you don't specify another match type (exact match, phrase match, or a negative match type).

Match Type: Keywords - Exact Match

Ads may show on searches that are the same meaning or same intent as the keyword. Of the three keyword matching options, exact match gives you the most control over who sees your ad.

Email Marketing Performance - Soft Bounces

A soft bounce is a temporary delivery failure. Reasons for a soft bounce include: The recipient's mailbox was full, the receiving server was down, the message was too large

Achieving High Ad Rank

Ad Rank -> Bid Amount -> Quality Score ==> Expected CTR ==> Ad Relevance ==> Landing Page Experience

Achieving High Ad Rank - Ad Relevance

Ad relevance is primarily measured by the keywords found in the ad. This means that (1) advertisers should incorporate keywords into the ad copy when possible and (2) ad groups should be organized around a small number of keywords (5-10) so that the ad relevance remains as high as possible for as many keywords as possible.

Match Type: Keywords - Phrase Match

Ads may show on searches that include the meaning of your keyword. The meaning of the keyword can be implied, and user searches can be a more specific form of the meaning. Phrase match is more flexible than exact match but is more targeted than the default broad match option. With phrase match, you can reach more customers, while still showing your ads to customers who are most likely searching for your product or service.

The Bid Auction - Watch for Click Fraud

Also, unfortunately, click fraud has been an issue and Google has taken many corrective actions. Click fraud is the illegal practice of artificially clicking on the ad. Sometimes it is done by the owner so they artificially increase the quality score of their campaigns. Sometimes this is carried out by competitors in an attempt to exhaust the advertising budget of the firm, without generating any sales.

Local Search Rankings Factors - NAP (Name, Address, and Phone number)

An acronym for Name, Address, and Phone number. NAP consistency is crucial for local search results. Any location that provides information about the company should provide identical information. Web managers should check NAP consistency in a large series of locations, including the My Business listing and all locations on its website.

Metrics to Keyword Performance Data (PPC Math) - Conversion

An action that's counted when someone interacts with your ad or free product listing (for example, clicks a text ad or views a video ad) and then takes an action that you've defined as valuable to your business, such as an online purchase or a call to your business from a mobile phone. Conversion tracking must be installed.

Local Search Rankings Factors - My Business

Any company with a local presence should immediately register and verify its business with Google's My Business. Doing so ensures that Google knows of the company's validity, and also enables Knowledge Graph results to show up for searches on the company's name. In addition to registering and verifying its My Business page, a company should optimize its My Business profile. This includes: 1. Choose accurate categories for the business. Inaccurate choices will hinder rankings. 2. Associate the My Business listing with a well-optimized landing page. 3. Include the business location in the My Business title. 4. Periodically add photos to the listing.

Google Evolution - Mobile-First (Independent Rankings)

At first, Google's emphasis on mobile optimization just took the usual desktop rankings and adjusted them for sites that were not mobile optimized. Now, Google uses independent ranking systems for mobile and desktop.

Bidding Model (Display Ads) - 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. To use CPA bidding, a website must have conversion tracking activated in its web analytics package so that the ad network can verify the number of conversions occurring on the website.

Bidding Model (Display Ads) - CPC

Bidding for display ads works in the same way as CPC bidding for search ads. 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. So if an advertiser pays $0.50 CPC, and an ad yields 50 clicks, the advertiser would owe $25 regardless whether the ad was shown 1,000 times or 100,000 times.

Metrics to Keyword Performance Data (PPC Math) - Cost-Per-Click (CPC)

Bidding means that you pay for each click on your ads.

Google Evolution - Penguin (Link spam)

Black-hat SEOs have continually developed new ways to create links to make it look like their site is popular, even though it's not. Penguin found a new way to penalize the sites using these techniques. Google penalized sites who links looked too perfect. Sites with real links wouldn't have perfect anchor text, but black-hat sites would.

Manual Links --> Guest Blogging

Blogs need to create fresh content and many blog owners allow others to submit content for the blog, usually in exchange for some exposure and a link to the author's website. Guest blogging was considered standard practice for many years as a way to gain links, but a few years ago Google took a hard stance against sites that appear to only use this practice for SEO purposes—usually by guest blogging on low-quality websites using low-quality content with very deliberate anchor text links. More natural guest-blogging approaches on higher-quality websites can be a good source of links.

Manual Links --> Social Bookmarking Sites

Bookmarking sites like Pinterest and Stumble upon allow users to save and share links to websites. A webmaster can link to her website either through her profile page or through the links she saves/shares. Although these links may provide minimal SEO value, they can be a good source of legitimate traffic and can help others find her content.

Clicks =

Budget / CPC

Manual Links --> Asking for Links

Businesses can often gain numerous backlinks by asking various groups to link to them, including (1) websites that currently mention the business but do not link to it, (2) websites linking to the business's competitors, but not to the business, (3) customers or business partners of the business, (4) attendees of events sponsored by the business, and (5) organizations of which the business is a member. A business should strive for links that will drive traffic to the website, not just show search engines that it has another link. (Note: Citations without an accompanying link can still be beneficial for a website. A citation is a mention of the company's website without a link. For example, a local chamber of commerce website might list Bucky's Contracting as a member but not link to Bucky's website. Search engines would give Bucky's website credit for this citation, though a link would be better.)

Google Evolution - Knowledge Graph (Information Displays)

By displaying information about certain entities (people, places, companies), Google became not just a place to navigate for information, but to find information.

CPA =

CPC / CR

Regulations Targeting Email Marketing --> CASL

Canada's anti-spam legislation. According to this legislation, marketers can only send marketing emails to a user who has explicitly consented. A pre-checked box is not an express opt-in. 'Implied opt-in' and pre-existing business relationships are considered valid consent for 24 months. Social media interaction is not implied opt-in. Organizations that don't comply risk serious penalties, including criminal charges, civil charges, personal liability for company officers and directors, and penalties of up to $10 million.

Impressions * CTR =

Clicks

Manufactured Links --> Creation of Secondary Sites

Creating an entirely new site for the sole purpose of linking back to one's primary site might seem like a good idea, but search engines can easily determine that the secondary site is not "real."

Manual Links --> Submitting to Directories

Directories are websites that catalog links to other websites. They organize these links by categories and subcategories. Through submission to a directory, the site gains a link, but some directories are in bad link neighborhoods, so the link may not be beneficial. Special note: Be certain that the name, address, and phone number are the exact same in every directory listing. This consistency will help search engines match up the listing with all of the other places a business is listed online.

Factors in a good Banner Ad Design - Invite Action

Effectively communicating a value proposition might be enough to invite a web user to click on the ad or to purchase the product later, but effective banner ads typically feature a call to action (CTA), an explicit invitation to click the ad.

Benefits of Email Marketing

Email Marketing is one of the best tools in a digital marketers toolbox in that it allows the company to easily personalize emails. With the help of analytics, digital marketers can build a user profile based on how visitors have browsed on their website, also, the visitors prior interaction with digital marketing efforts of the firm is typically aggregated and warehoused in a database. So, in an email campaign, companies can directly reach out to the target market. For example, address their audience by their first name in the emails and also offer recommendations and suggestions that would match the receiver of those emails' interests. Analytics also enables us to clearly measure the performance of an email campaign. For example, what percentage of our emails actually got delivered to people's inboxes. Out of those, what percentage of those delivered emailed were opened by the audience. Did anyone click on something on the email? Did they eventually convert on the website becaus

Achieving High Ad Rank - Landing Page Experience

Employing the principles of good web design found in Chapter 2 of the text should create a good landing page experience, which will decrease bounces. But search marketers should also remember to incorporate keywords into the landing page and also to create a different landing page for each ad group to make sure the landing page matches the searchers' intent.

Choosing Keywords - Current Ranking

Existing websites are typically striving continuously for better rankings, so they need to invest their SEO efforts into keywords and keyword phrases that are likely to have the largest impact.

What is ad rank? - The quality of your ads and landing page

Google Ads also looks at how relevant and useful your ad and the website it links to are to the person who'll see it. Google's assessment of the quality of your ad is summarized in the Quality Score which we will discuss later.

Achieving High Ad Rank - Expected CTR

Google wants the CTR to be as high as possible, because that's how it earns money, so if we earn a high CTR, we will be rewarded with better ad placement. We can improve CTR by writing good ad copy and by continually running A/B tests to keep improving CTR. Another technique that many search marketers use is called "bid popping." At the start of a new campaign, keep bid amounts higher than you will have them in steady state. Even though this will cost the advertiser some money, it will earn a high CTR (because of the high ad rank it earns), which gives the advertiser a high expected CTR. (This is slightly controversial. Google claims it adjusts expected CTR based on the ad rank, but many search marketers don't believe the adjustments are sufficient.)

Google Evolution - PageRank

Google's original measure of the popularity of a webpage, which was used as a proxy for quality. It measured the popularity of a webpage based on the number of links coming to a page and the popularity of those pages. The big leap forward was simply having a measure of quality at all, which immediately made Google's search rankings superior to all other search engine rankings.

Manufactured Links --> Forum Signatures

Internet forums, or message boards, allow internet users to engage in written conversations. Typically, each post in the conversation includes identifying information about the person posting. On some forums, users can make this information an image that links back to her website, thereby creating another means of generating thousands of links quickly, but such links have little value.

Bidding Model (Display Ads) - CPM

Is the payment method of traditional advertising. If a magazine charges $20 CPM for a full-page advertisement and it has a circulation of 250,000, an advertiser would have to pay $5000 for a full page ad in the magazine ($20 times 250). CPM advertising online works similarly. 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.

Google Evolution - Hummingbird (Fast)

It didn't change rankings much; it just made search results faster.

Local Search Rankings Factors - Reviews

It matter for both local and non-local search, but they carry greater weight in local search rankings. Companies should therefore solicit reviews from their customers. Companies may provide incentives to customers for completing reviews (e.g., "Get a free drink when you leave a review on Google"). That is, Google does not consider this practice to be black hat unless a company solicits a particular rating (e.g., "Get a free drink when you leave a 5-star review on Google.")

Choosing Keywords - Relevance

It should be obvious that a website that sells watches should not try to rank for the search phrase running shoes. Relevance is the most important consideration in choosing target search phrases.

Google Evolution - Panda (Users)

It was and continues to be the largest shift in Google ranking strategy. Prior to Panda, rankings were determined by PageRank (links coming to the site), with corrections for black-hat SEO. Panda asked web users directly what kind of websites they liked to see, and used those ratings to determine rankings directly. They used machine learning to determine the factors that were correlated with more desirable websites, and applied those factors to alter rankings.

Email Marketing Performance - Conversion Rate = Transactions / Sessions Generated via Email

Just generating a visit to the site is not helpful if none of those visits converts to a purchase (for an online retailer). In the end, what matters to an online retailer are sales, not visits.

Choosing Keywords - Traffic

Keyword relevance has to be balanced with keyword search demand. There is no benefit to ranking for a search phrase that no one searches. All else being equal, a website should target search phrases with a higher level of search traffic. Many tools exist for estimating the search volume of various phrases. Google's Keyword Planner is one tool (you must have a Google Ads account to use it, but creating an account is free). It provides an estimate of the monthly search volume of a given search phrase and related search phrases. Many SEO professionals find Google's Keyword Planner to be insufficiently specific, so they pay for more advanced tools like SEMRush or https://keywordtool.io. In addition, any existing website should examine search volume data from its Google Search Console account. Search Console provides crucial data on search impressions, clicks, and many other features relevant to SEO.

Manufactured Links --> Blog Comments

Many blogs allow readers to comment on posts. A business owner can easily generate thousands of links by commenting on these blogs and including a link back to her website in these comments, but search engines do not give much credit to these links and may penalize sites that appear to use them in high amounts. Leaving a good blog comment with a link to one's content that contributes to the discussion may end up being very valuable, but usually more for traffic purposes than for SEO.

Manual Links --> Local Business Profiles (e.g., Google My Business, Yahoo Small Business, and Bing Places)

Most search engines allow business owners to create and manage profiles to provide better information for their map services. A business owner should create profiles on each of these sites and ensure that all information is complete and accurate.

Email Marketing Performance - Click-through Rate = Emails Clicked / Emails Delivered

Note that the denominator is the number of delivered emails, not the number of emails opened. A good measure of the quality of the email content is the percentage of readers who click on a part of the email. If a company's goal is to sell product, it must induce a click to investigate the featured product before a sale can occur. If the goal is to generate visits to its media website, the company must induce a click on the email to take visitors there.

Match Type - Broad Match

On the opposite end of the match spectrum, an advertiser can utilize broad match by listing a keyword without any modifying characters. Broad match directs Google to show the ad to any search that 'broadly' matches that keyword. The primary advantage of using broad match keywords is, well, breadth. Advertisers are not likely to miss out on valuable advertising opportunities because their ad will show up for anyone doing a search relevant to their products. The main disadvantage of broad match keywords is that ads are likely to show up for searches in which the searcher had no intention of purchasing the advertiser's products. For example, someone who searches for a wakeboard fail video would probably see the advertiser's ad if they used broad match.

Match Type - Phrase Match

One step above exact match is phrase match. To use phrase match, an advertiser puts quotation marks around "a keyword", which directs the search engine to show an ad only when the searcher's query includes the quoted keyword, but the search can include additional words before or after. If Bart included "wakeboard sale" (including the quotation marks) on his keyword list, his ad would show up for the searches wakeboard sale, best wakeboard sale, and wakeboard sale in Milwaukee, but not for the search wakeboard half price sale.

Quality Score

Quality Score is reported on a 10-point scale, and Google reports it as 1/10, 5/10, etc. The above graphic does not report the Quality Score for any of the keywords because the ad has been paused for over a year. Some of the keywords never achieved enough search volume to have a Quality Score reported at all. The top keyword (+antique +lamps) stopped activating the ad because its Quality Score was so low (due primarily to a low CTR, as the numbers clearly indicate, though the ad relevance and landing page experience were also not great).

Local Search Rankings Factors - Structured Citations

Refer to references and listings from other websites. For example, a Yelp listing for a company is a structured citation. Yelp is only one (important) example of hundreds of possible structured citations a company may have. Consistency in these citations is important, so a company should regularly check for this consistency, and request corrections when it finds inaccurate citations.

Manual Links --> Social Networking Sites

Sites like Facebook, LinkedIn, and Twitter allow business owners or website owners to create profiles with a place to specify a link to their site. A webmaster should not create a social profile for the sole purpose of generating a link, but it is advantageous to have an active social media profile that links back to the company's website. An active social media presence signals to search engines that a website or business is legitimate and deserves to rank well.

Factors in a good Banner Ad Design - Communicate a Value Proposition

The ad can only induce action from the potential customer if it communicates to the customer why the product or service being advertised is worth purchasing/adopting.

Metrics to Keyword Performance Data (PPC Math) - Average CPA

The average amount you've been charged for a conversion from your ad. Average cost per action (CPA) is calculated by dividing the total cost of conversions by the total number of conversions.

Metrics to Keyword Performance Data (PPC Math) - Conversion rate

The average number of conversions per ad interaction, shown as a percentage. Conversion rates are calculated by simply taking the number of conversions and dividing that by the number of total ad interactions that can be tracked to a conversion during the same time period.

Achieving High Ad Rank - CPC Bidding

The maximum CPC bid is the amount the advertiser agrees to pay for a click. The actual CPC is the amount the advertiser ends up paying when a searcher clicks on his/her ad. These two amounts are typically different because the actual CPC is usually lower than the maximum CPC.

Triggered Email

The most prevalent (and profitable) example of a triggered email is an abandoned cart email. When a recognized customer places an item in her digital shopping cart but does not complete the transaction, the company may send the shopper an email reminding her that she has an unpurchased item in her shopping cart, perhaps with a small discount to incentivize her to complete the transaction. Her shopping behavior triggered this email. Other triggered emails might include a request to review a product recently purchased by a customer or a "Welcome back!" email sent to members of the email list who haven't opened an email for several months.

Match Type - Exact Match

The name of this match type is a bit misleading. "Exact match" implies that the searched-for phrase has to be a letter-for-letter match to one of the keywords in the advertiser's list, but in reality, a search phrase will still match an exact match keyword if the search is a close variant of the keyword (as explained by Google https://support.google.com/google-ads/answer/2497825?hl=en&ref_topic=3122868). A close variant includes misspellings and even abbreviations. To use exact match for a keyword, the advertiser places brackets around [a keyword]. The fundamental advantage of using exact match is that the advertiser will waste little to no money advertising to searchers that are not interested in the advertiser's products. The disadvantage is that the advertiser is likely to miss out on valuable advertising placements when searchers search for the advertiser's product using an unanticipated variation.

Remarketing (retargeting)

The practice of displaying ads to web users who have already visited that site. It occurs through an ad network. When you want to display ads to previous visitors, you will instruct your ad network to display ads to previous visitors. These previous visitors to your website will have a cookie in their browsers, placed there by your website on their previous visit. Whenever one of these visitors navigates to a website within the ad network, the ad network will be able to see this cookie and display your ads to these targeted visitors. It is a very profitable advertising technique. The advertiser is able to target visitors with a demonstrated interest in his/her site, resulting in a higher conversion rate and higher profitability. The ad network makes more money because it can charge advertisers a higher rate to target these visitors. Because the ad network shares ad revenue with web publishers on a percentage basis, the publishers also make more money. Finally, the web users can be co

Factors in a good Banner Ad Design - Attract Attention

The website visitor the ad hopes to reach is reading/watching/browsing other content. The ads are (figuratively and literally) a sideshow. An effective ad must attract the visitor's attention away from the main content of the page.

Manufactured Links --> Free Article Directories

These sites allow any "expert" to write an article in her area of expertise, usually including links back to her own website. Because these sites have little to no quality control, these articles are low quality, are rarely read, and are often part of link schemes that can lead to all participating sites being penalized.

The Bid Auction - Max CPC ≠ Actual CPC

Usually, the money that you pay google is less than the Max CPC (your bid). For example, if you are bidding $2.00 for each click and the next highest bid in the market is only $1.5. Google will charge you $1.51 which is one cent more than the next highest bidder.

Google Evolution - Pigeon (Local)

This search results became determined by proximity to the searcher (not proximity to the center of the city) and traditional ranking factors for the website increased in importance.

Transactional emails

Transactional emails are also a great way to stay connected with the audience. For an online retailer this would mean that when an order is placed, the firm should send out a confirmation email. In that email, they could include suggestions of other products and services to the receiver. Also, when the item is shipped, or delivered an email could be sent.

Google Evolution - RankBrain (Artificial Intelligence)

Uses artificial intelligence to continually improve search results.

Bidding Model (Search Ads) - CPM

Viewable cost per thousand impressions (CPM): focuses on impressions.

Metrics to Keyword Performance Data (PPC Math) - Click

When someone clicks your ad, like on the blue headline or phone number of a text ad, Google Ads counts that as a click. A click is counted even if the person doesn't reach your website, maybe because it's temporarily unavailable. As a result, you might see a difference between the number of clicks on your ad and the number of visits to your website.

What is ad rank? - The expected impact from your ad extensions and other ad formats

When you create your ad, you have the option to add additional information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions. Google Ads estimates how extensions and other ad formats you use will impact your ad's performance.

What is ad rank? - Your bid (aka Max CPC)

When you set your bid, you're telling Google Ads the maximum amount you're willing to pay for a click on your ad. How much you actually end up paying is often less, and you can change your bid at any time.

Metrics to Keyword Performance Data (PPC Math) - Click-Through Rate (CTR),

Which tells you how many people who've seen your ad end up clicking on it. This metric can help you gauge how enticing your ad is and how closely it matches your keywords and other targeting settings.

What is ad rank? - The context of the person's search

With the ad auction, context matters. When calculating Ad Rank, Google looks at the search terms the person has entered, the person's location at the time of the search, the type of device they're using (e.g., mobile or desktop), the time of the search, the nature of the search terms, other ads and search results that show on the page, and other user signals and attributes.

The Bid Auction - Set up a daily budget

You should also think of setting up a daily budget. Especially for small businesses this becomes very important as they have a small fund available for advertising. They certainly don't want to exhaust their annual budget in a day or two.

Metrics to Keyword Performance Data (PPC Math) - Target ROAS

Your target ROAS is the average conversion value (for example, revenue) you'd like to get for each dollar you spend on ads.

Keyword Cannibalization

optimizing multiple pages for the same keyword

Ranking

refers to the position the website shows up in the SERP within the organic search results. A ranking of 1 indicates that it is the top organic search result, while a ranking of 34 indicates it is the fourth result on the fourth page. Many in the SEO industry would consider a ranking of 34, and any ranking above 10, to count as not ranking. Very little traffic advances past the first SERP, so a ranking above 10 typically produces almost no traffic.)

The three important factors in a good Banner Ad Design

• Attract Attention • Communicate a Value Proposition • Invite Action

Link Building --> Manufactured Links

• Blog Comments • Forum Signatures • Free Article Directories • Creation of Secondary Sites

Regulations Targeting Email Marketing

• CAN-SPAM • CASL • GDPR

What is ad rank?

• Google Ads calculates Ad Rank for every ad in the auction. • Some of the factors impacting Ad Rank are: --> The bid amount --> The quality of the ad and the landing page --> The content of the person's search --> The expected impact from your ad extensions and other ad formats • Ad rank: Max CPC * Quality Score

Email Timing

• How often should a company send emails to its email list? • What hour of the day the email should be sent?

Local Search Rankings Factors

• My Business • NAP (Name, Address, and Phone number) • Structured Citations • Reviews

Google Evolution

• PageRank • Panda (Users) • Penguin (Link spam) • Pigeon (Local) • Hummingbird (Fast) • Knowledge Graph (Information Displays) • RankBrain (Artificial Intelligence) • Mobile-First (Independent Rankings)

Link Building --> Manual Links

• Submitting to Directories • Local Business Profiles (e.g., Google My Business, Yahoo Small Business, and Bing Places) • Social Bookmarking Sites • Social Networking Sites • Asking for Links • Trading Links • Guest Blogging

Different Types of Emails

• Welcome & Onboarding • Announcement & Newsletter • Policy Updates • Transactional • Triggered