Digital Marketing Midterm
AIDA Model
Awareness (generating traffic) Interest (driving conversions) Desire (driving conversions) Action (maximizing revenue per conversion)
What are tips on writing a search ad?
Final URL - Even though searchers do not see the final URL, it can be considered the most important part of the ad, because if it is incorrect, the searcher will be taken to the wrong page of the website, or worse yet, may be sent to a broken, nonexistent page (where they will lose the visitor but still pay for the click). Headlines - Advertisers can create as many three headlines. - Headlines can be up to 30 characters long. - Google often changes the configuration of ads (e.g., it may put all three headlines on the same line or it may move the third headline to the second line) when its algorithms indicate that a particular configuration will lead to a higher click-through rate, so an advertiser can never be confident exactly how the ad will show up on the SERP. Path - The path, also called the display URL, is the simplified URL that is shown to searchers. (15 character limit) - This can simply be the domain name, or the advertiser can indicate to the searcher what kind of page the ad leads to by specifying further URL specifics. Descriptions - Advertisers can write one or two description lines, which can be up to 90 characters long. - An advertiser would typically expect to see the description displayed below the headlines (not always though) Ad Extensions - most ads now are displayed with one or more extensions. Examples of extensions: - Review Extensions - Consumer rating - Location extensions to display store addresses with a link to Google Maps - Offer extensions to include printable coupons for offline purchases - Shopping star review ad extensions - Reservation extensions for travel/hospitality - Call extensions to allow mobile searchers to call the store directly
Site bounce rate Page bounce rate
- The percentage of all sessions that consist of only one pageview. - The percentage of sessions that begin on that page that consist of only one pageview.
Cost per Click
Refers to the actual price you pay for each click in your pay-per-click (PPC) marketing campaigns
What are three reasons a website might show a low conversion rate?
(1) poor messaging on the website, (2) poor audience selection, or (3) technical glitches - Broken links or broken pages - Malfunctioning shopping cart or payment system - Product availability - Site speed issues - Etc.
What is big data?
- 'Big data' is the term used to describe truly massive data sets - the ones that are so big and unwieldy that they require specialized software and massive computers to process - Measure trends, not absolute figures - Focus on patterns - Investigate anomalies: If your expected pattern suddenly changes, try to find out why
Cookie
- A small text file that is used to transfer information between browsers and web servers. They help web servers to provide the right content when it is requested.
Link Bait
- A technique for creating content that is specifically designed to attract links from other web pages.
How can we target these ads?
- Ad servers serve adverts across a number of websites, and can track a user visiting websites using cookies or IP addresses. - 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 - Behavioral targeting
A/B Test
- Also known as a split test, it involves testing two versions of the same page or site to see which performs better.
How do we use conversion funnels (think initial actions easier to get, final action harder and thus less people perform it)?
- Although a website has an ultimate goal, the process of achieving that goal can be broken down into several steps. - These are called events or micro-conversions. - Analyzing each step in the process is called funnel analysis or path analysis and is critical to understanding where problems in the conversion process may lie. - Each step in the process is an event that can be analysed as a conversion point. - Example: Event 1: Perform a search for available dates for hotels in the desired area. Event 2: Check prices and amenities for available hotels. Event 3: Select a hotel and go to checkout. Event 4: Enter personal and payment details and confirm booking (conversion). One naturally expects fewer users at each step. Increasing the number of visitors who progress from one step to the next will go a long way to improving the overall conversion rate of the site.
What was Nike's problem?
- As one of the biggest sports brands in the world, Nike was not struggling for exposure or attention. However, the brand was noticing that its traditional, big-budget advertising strategy was seeing fewer returns over time. - The biggest market for Nike products consists of young people between the ages of 15 and 25, who spend 20% more with Nike than any other group. But these Generation Y customers weren't paying attention to big, top-down media, and were looking for a brand that offered constant change and innovation, not just the same old thing over and over. - Nike realized that it needed a new approach to reach this digital audience.
Conversion
- Completing an action that the website wants the user to take. - Usually a conversion results in revenue for the brand in some way. - Conversions include signing up to a newsletter or purchasing a product.
Curation vs. Creation
- Content Creation is the process of creating your own content from scratch and marketing it to your followers or subscribers. - Content Curation is the process of gathering existing information like blogs, social media posts or, ebooks relevant to a particular topic and sharing it with your brand's followers.
What is a CMS and how have they changed marketing?
- Content Management System - A system that allows an administrator to update the content of a website, so that a developer is not required to do so. - Can be updated from any location
What is data analytics?
- Data analytics is all about monitoring user behavior and marketing campaign performance over time. - There is little value in looking at a single point of data - you want to look at trends and changes over a set period. - For example, it is quite meaningless to say that 10% of this month's web traffic converted - is that good or bad, high or low? **But saying that 10% more people converted this month, as opposed to last month, shows a positive change or trend.
What is data mining?
- Data mining is the process of finding patterns that are hidden in large numbers and databases. - Rather than having a human analyst process the information, an automated computer program pulls apart the data and matches it to known patterns to deliver insights. - Often, this can reveal surprising and unexpected results, and tends to break assumptions. Example: Target Each customer is given a unique code called the Guest ID number. This is linked to all interactions the customer has with the brand, from using a credit card or calling in to the help line, to opening an email. They then gather data, including the following: • Age • Marital status • Whether the customer has children, and how many • Estimated salary • Location • Whether they've moved house recently • Which credit cards they use • Which websites they visit
How do you come up with your own digital strategy?
- There is no single definitive approach. Must ask who you are, what you are offering and to whom, as well as why and how you are doing so? - SWOT (aka situational analysis) 1. Context 2. Value Exchange 3. Objectives 4. Tactics and evaluation
Metric
A defined unit of measurement
Revenue
A retail site that sets up a destination goal for each purchase can also pass on to analytics the amount of money being spent on the order so that analytics can track this information.
What is a landing page?
- The page a user reaches when clicking on a paid or organic search engine listing. - The pages that have the most success are those that match up as closely as possible with the user's search query.
Target
A specific numeric benchmark.
What is digital strategy?
- Digital marketing strategy builds on to the principals of traditional marketing, using the opportunities and challenges offered by the digital medium. - Should be constantly evolving - User-centric thinking: placing user at core of all decisions - New ways of measuring strategies and tactics - greater opportunities for interaction and engagement - highly measurable - Still using Porter's, the 5 P's (People being added bc of the internet), SWOT, PESTEL, SMART Goals, etc.
What strategy did Nike use to fix their problem?
- Dropped spending on TV and print - Nike chose to use a combination of technological innovations, data analytics and social media engagement to reach this new, digitally savvy audience. - Created incredible volumes of data, which Nike used to track behaviors, create online communities and spaces for Nike fans, and build meaningful relationships between the brand and its customers. - Nike moved its social media marketing team in-house so that it had a closer connection to this data and the conversations being generated by its fans. - Strong focus on storytelling - Being an authentic brand - Understanding and communicating with customers on their terms - Being remarkable and shareable - Allowing mass customization
ESP
- E-Mail service provider - a partner who can help manage your email design and send. - For bigger organisations, it often makes sense to purchase your own software and server, or partner with an ESP. - This is especially true if you are sending more than 50 emails at a time
What is the theory of Above the Fold?
- Ensuring the most engaging content is above the fold. **What you can see on the computer before scrolling down
1. Context
- Exam organization & stakeholders - What is the context in which you are operating (PESTLE factors) and how is this likely to change in the future? - Who are you, why does your brand matter and what makes your brand useful and valuable? - Who are your customers, and what needs, wants and desires do they have? - Who are your competitors? These may extend beyond organizations that compete with you on the basis of price and product and could also be competition in the form of abstracts such as time and mindshare. - Market research will answer these questions
2. Value Exchange
- Examination of your value proposition or promise: in other words, what unique value your organization can add to that market. - What extras, beyond the basic product or service, do you offer to customers? - Crucial to research and know what target audience wants and needs - **Content marketing is the process of conceptualizing and creating this sort of content
Content Marketing
- First, good content marketing, like good off-site SEO, must begin with good, appealing content. - Second, a good source of ideas for content comes from keyword research done during SEO. The most important principle of content marketing is that the content itself must appeal to users. - One way to ensure that content appeals to people is to create content that people are already searching for.
Design for Usability
- Follow website conventions. If most other websites in your market put page elements like the navigation bar and company logo in the same place on the page, do the same - Create effective visual hierarchies. More important things should be larger and higher up on the page, and similar items should be grouped together on the page. - Break pages up into clearly defined areas. - Make it obvious what's clickable. - Eliminate distractions - Format content to support scanning. Nobody wants to read a long paragraph unless they are reading an engaging news article or blog post. Make paragraphs short, use plenty of headlines, and include bulleted lists whenever appropriate.
Necessities of an e-mail
- Good content - E-mail timing: when and how often - Segmentation: Past purchases, past email responses, customer preferences, demographics, location, device - Sender Information - Subject line: most important part, will determine whether the customer opens the email, ignores it, or deletes it, should be accurate and informative - Pre-header - Header - Personalized greeting - Body - Footer - Unsubscribe link - Landing Pages
The steps in an e-mail campaign
- Grow a database - Design an e-mail - Create content - Segment your database - Deploy - Measure - Test
Surveys & types of surveys
- Ideal for collecting large amounts of quantitative data (and some qualitative data, too) - they are quick and easy to set up, and can run automatically. 1. Open ended 2. Closed 3. Ranked or ordinal - These questions ask respondents to rank items in order of preference or relevance. Respondents are given a numeric scale to indicate order. This results in quantitative data. 4. Matrix and rating - These types of questions can be used to quantify qualitative data. Respondents are asked to rank behavior or attitude. - Example: 1=love it, 2=like it, 3=no opinion, 4=dislike it
Focus Groups
- Ideal for engaging consumers and collecting qualitative data such as opinions, ideas and feelings about the brand - they require a larger time investment and a willing group of participants. - Can use: text-based messaging program or online forum, voice or video conferencing, tools allowing the researcher to share their desktop screen with respondents in order to illustrate a concept or question - Usually running for between one and two hours, focus groups are used to get consumer views on: • New products or marketing campaigns • Existing products and campaigns, and how they can be improved • Sentiment around the brand • Views on a brand's new direction or visual style • Ideas for how the brand could improve its position or branding. - Can recruit people by using people in your existing database, going through a traditional market research recruiting agent, or putting a call out on your website or social media communities. - It is common practice to offer a small incentive to people who participate in a focus group, as it is a fairly time-intensive activity.
Online Monitoring
- In the digital world you can simply 'listen' to the conversation happening about you. - track keywords - Online tools allow a company to track mentions of itself, its staff, its products, its industry and its competitors - or anything else that is relevant. - It is also important to track common misspellings, all related companies and all related websites. Tracking the names of people key to a company can highlight potential brand attacks, or can demonstrate new areas of outreach for a company. - To save yourself from monitoring too much, identify keywords that will indicate that a post has nothing to do with your company, and exclude those in your searches.
What is research and why do we use it?
- It is becoming increasingly more difficult to keep up with trends, customer needs, popular opinions and competitors - and at the same time, staying at the forefront of the market is vital to success. - Market research helps you make informed business decisions. It involves systematically gathering, recording and analyzing data about customers, competitors and the market, and turning this data into insight that can drive marketing strategies and campaigns. - Online market research is the process of using digital tools, data and connections to glean valuable insights about a brand's target audience. In other words, it's the process of learning about your audience by engaging and observing them online. - Technology plays a key role in gathering data and connecting with research participants, and makes the whole process quicker and easier to manage than traditional offline research methods.
5. Ongoing optimization
- It is increasingly important for brands to be dynamic, flexible and agile when marketing online. - New tactics and platforms emerge every week, customer behaviors change over time, and people's needs and wants from brand evolve as their relationship grows.
What does tracking a websites KPI's by the traffic source help us do?
- KPIs relate closely to goals, and answer the question, "What data do we need to look at to see if goals are being completed?" - For example, if your objective is to increase website traffic, you may look at the number of website visitors, the percentage of new visitors, and how long users stay on the site.
4. Tactics and evaluation
- Many digital tools and tactics are available once you have defined your digital marketing objectives. - Each tactic has its strengths - for example, acquisition (gaining new customers) may best be driven by search advertising, while email is one of the most effective tools for selling more products to existing customers. Look at chart on page 31 of eBook - SEO --> Consumer retention and acquisition - Search Advertising --> Sales, customer retention and acquisition - Online advertising --> Branding and acquisition - Affiliate marketing --> Sales and branding - Video marketing --> Branding, customer retention and value creation - Social Media --> Branding, value creation and participation - E-mail Marketing --> Customer retention and value creation
How are display ads different than search ads?
- One important difference between the bidding for a search ad and the bidding for a display ad is that display advertisers have multiple bidding formats from which to choose. - Whereas search advertisers typically pay on a CPC (cost-per-click) basis (some use a CPA [cost-per-acquisition] basis), display advertisers can pay CPC, CPM (cost-per-mille, or cost per thousand impressions), or CPA. - Display ads are shown on other web pages and may be unique to you as a user (you are not searching for them)
On-Site SEO vs. Off-Site SEO
- Onsite SEO involves making sure your website pages, titles, tags, content and overall structure are optimized for your target keywords - You need to make sure that you have a significant of inbound links from highly respected external websites - that's called offsite SEO.
What are the metrics of e-mail marketing?
- Open Rate = emails opened/emails delivered - Click-through rate = e-mails clicked/emails delivered - Conversion Rate = Transactions / Sessions Generated Via Email - Average Order Value: By combining all four metrics—open rate, CTR, conversion rate, and average order value—an email marketer can easily track the success of the email campaign or of an individual email blast. - 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 - Number of emails delivered - Number of bounces - Number of unique e-mails opened - Pass-on rate
How does re-targeting work?
- Re-targeting occurs through an ad network. - When Overstock.com determines it wants to display ads to previous visitors, it will instruct its ad network to display ads to these previous visitors. - These previous visitors to Overstock.com will have a cookie in their browsers, placed there by Overstock on their previous visit. - Whenever one of these Overstock visitors navigates to a website within the ad network, the ad network will be able to see this Overstock cookie and display Overstock's ads to these targeted visitors.
Keyword Research
- Search for yourself: think about what potential customers would search - Competitive research - Google Keyword planner - Searcher intent - Average monthly searches - Level of competition - Suggested bid
Unique Pageviews
- Some sessions may hit the same page several times. Removing these double counts can give a more realistic picture about the volume of traffic on a page.
Why is digital marketing so powerful?
- The audience can be segmented very precisely, even down to factors like current location and recent brand interactions - which means that messages can (and must) be personalized and tailored specially for them. - The digital sphere is almost completely measurable - every minute and every click by a customer can be accounted for. In digital you can see exactly how various campaigns are performing, which channels bring the most benefit, and where your efforts are best focused.
How is the AIDA model similar to the conversion funnel?
- The basic concept of the AIDA model was used for decades by offline marketers. But digital marketers believe a different approach is necessary, because the modern purchase funnel has more stages, considers repurchasing intent, and takes into account new technologies and changes in consumer purchasing behavior. AIDA: Awareness--> Interest --> Desire --> Action Conversion Funnel: Viewed shopping cart --> manage address page --> payment information page, review order
Click Path
- The journey a user takes through a website.
What is the basic idea of cookie based tracking?
- The most common method of capturing web analytics is to use cookie-based tracking. - The data gathered this way can capture a wide array of factors about each visitor, from their device, operating system and screen resolution, to their long-term behavior on your website. - This is currently the most common option for most website tracking. 1. The analyst adds a page tag (a piece of JavaScript code) to every page of the website. 2. A user accesses the page using their browser. 3. When the browser loads the page, it runs the page tag code. 4. This tag sends an array of information to a third-party server (like Google Analytics), a service that stores and collates the data. 5. The analyst accesses this data by logging in to the third-party server.
Conversion Rate
- This metric tracks the percentage of sessions that result in the intended action. - For a retail site, it would be the percentage of sessions that result in a purchase. - For a lead generation site, it would be the percentage of sessions that result in a lead capture fill.
What is attribution modeling, why would we do it, what is the most common model used and what popular tool can we use to set it up?
- Understanding the steps a customer takes before converting can be just as valuable to marketers as the sale itself. Attribution models are used to assign credit to touchpoints in the customer journey. (which ad/ads led customer purchasing product/service) - Last-click attribution: is simplistic, it is also the easiest and most common way to assign credit to advertising efforts. But not the most accurate. - Linear attribution: gives % of credit to each ad clicked - Time-decay attribution: give some credit to all three, but more credit would go to the most recent clicks - Google analytics: ROAS & DDA
3. Objectives
- When setting your digital marketing goals, there are four key aspects to consider: objectives, tactics, key performance indicators (KPIs) and targets. Objectives: - What are you trying to achieve? How will you know if you're successful? - Objectives need to be SMART: Specific, Measurable, Attainable, Realistic, Time-Bound Tactics: - The specific tools or approaches you will use to meet your objectives - Example: a retention-based email newsletter, a Facebook page, or a CRM implementation. - As a strategy becomes more complex, you may have multiple tactics working together to try to achieve the same objective. - Tactics may change (and often should), but the objective should remain your focus. Key Performance Indicators (KPI's): - Specific metrics or pieces of data that you will look at to determine whether your tactics are performing well and meeting your objectives. - A marketer will look at a range of data points to determine whether a chosen tactic is delivering. KPIs are determined per tactic, with an eye on the overall objective. Targets: - Targets are the specific values that are set for your KPIs to reach within a specific time period.
Negative Keywords
- if a company sells men's athletic shoes, but it does not sell men's dress shoes, it should add dress as a negative keyword to ensure that no matter what search query a consumer enters, the ad will not be displayed if the word dress is used.
What are KPI's and how do we set them?
- metrics that are used to indicate whether objectives are being met - There are many metrics to be analysed, and determining which are important will help to focus on what really matters to a particular campaign. Example - Objective: increase bookings - Objective: decrease marketing expenses - Goal: make a reservation online - KPIs: Conversion rate Cost per visitor Average order value
What are display ads?
- 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
Click through Click through rate Page views per visit
- the number of times a link was clicked by a visitor. - the number of times a link was clicked divided by the number of times it was seen (impressions). - the number of page views in a reporting period divided by the number of visits in that same period to get an average of how many pages are being viewed per visit.
What is a Linking strategy? (what all can we do here)
- the process of getting other websites to link back to your website Link strategy may include: Compelling Onsite Content - infographics, videos, blogs Content Marketing - off-site publishing - cross channel promotion - writing for & reaching your audience Social Media Marketing - strategic interactions - compelling content - customer service Relationship Building - thoughtful engagement - audience awareness
What is e-mail marketing?
- tool for CRM - can deliver one of the highest ROI's of any marketing activity - Extremely cost effective due to a low cost per contact - Highly targeted - Customizable on a mass scale - Completely measurable - Promotional e-mails - Newsletters
What is the content marketing process? - 5 steps
1. Content planning and strategy 2. Content creation 3. Content publishing - publishing schedules 4. Content distribution and promotion 5. Content measurement - analyzing performance and extracting insights to refine your content strategy in the future.
3 parts to writing effective copy
1. Keywords for relevance - Click-through rates tend to improve when the keyword being searched is in the ad. - This is a first indication to the searcher that the website has exactly what the searcher is looking for. - In addition, if the keyword is found in the description or in the path (the URL displayed to searchers), that keyword will be be bolded (but not if the keyword is in the headline). 2. Unique Value Proposition (UVP) - Because a company's ad will be one of about 7 ads on the SERP (in addition to 10 organic search results), its ad must communicate something to the searcher to indicate that what the site has is superior to the other sites. - The single thing that sets the site apart from the competition. 3. Call to Action (CTA) - If a company's ad is relevant to the searcher, and the searcher likes the company's UVP, he will be favorably inclined to click on the ad. - A CTA might be the last nudge that is needed to push the searcher over the edge and earn the advertiser a click.
Visitor
An individual visiting a website that is not a search engine spider or a script.
What are types of content we can create?
Blogging Video Podcasting Infographics Email Visual content Ebooks Lead magnets Whitepapers Slideshare presentations Quizzes/tools Checklists Courses Webinars Slide decks Free apps Social media posts
Different ways to pay for display ads - 4
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.
Average Page Depth.
Calculated as page views/sessions. This is a measure of user engagement with a website.
How do analytics work - Collect raw info, Supplemental info, and Organize it?
Collect raw info: - The web developer needs to install a web analytics program into every page of the website she wishes to track - Raw information about server requests will not be useful to a webmaster unless it can be aggregated and organized in a way that enables the webmaster to make inferences about the nature of the traffic on his site. Supplemental Information: (maybe go into more detail on these Ch 3 part 1) - Identify of Requester - Timing of Request - Navigation Source - Technical Information - Geography
How do analytics help us with segmentation?
Every visitor to a website is different, but there are some ways in which we can characterize groups of users, and analyse metrics for each group. Some segments include: Referral source: - Users who arrive at your site via search engines, those who type in the URL directly, and those who come from a link in an online news article are all likely to behave differently. - Consider the page that these visitors enter your website from - can anything be done to improve their experience? Landing Pages: - Users who enter your website through different pages can behave very differently. - What can you do to affect the page on which they are landing, or what elements of the landing page can be changed to influence outcomes? Connection speed, operating system, browser: - Different browsers may show your website differently- how does this affect these visitors? Geographical location: - Do users from different countries, provinces or towns behave differently on your website? How can you optimize the experience for these different groups? First-time visitors: - How is the click path of a first-time visitor different from that of a returning visitor? What parts of the website are more important to first-time visitors?
Keyword Selection - 4 types of matches
Exact Match - a search phrase will still match an exact match keyword if the search is a close variant of the keyword (common misspellings and abbreviations) - place brackets around keyword [ ] - Advantage: the advertiser will waste little to no money advertising to searchers that are not interested in the advertiser's products. - Disadvantage: the advertiser is likely to miss out on valuable advertising placements when searchers search for the advertiser's product using an unanticipated variation. Broad Match - directs Google to show the ad to any search that 'broadly' matches that keyword - Advantage: 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. - Disadvantage: ads are likely to show up for searches in which the searcher had no intention of purchasing the advertiser's product Phrase Match - 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 - " " - "wakeboard sale" --> wakeboard sale, best wakeboard sale, and wakeboard sale in Milwauklee Modified Broad Match - added as an option 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 - +wakeboard sale: ad would show up only for searches that included wakeboard or a close variant, but the term "sale" would allow for broader matches like discount or cheap. - +wakeboard +sale: ad would show up for searches using both words, close variants of both words, in any order, and including other words, like wakeboards half price sale and sale on wakeboards (misspellings typically count as a close variant).
What is one key measurement we might want from monitoring?
Example
Other selection factors in choosing keywords - 4
Geography - Search engines allow advertisers to specify the geographic regions they wish to target with their ads. - Even if you sell products to all geographies, you may wish to create multiple ad campaigns, each targeting a smaller geography. Device Type - If mobile ads prove less profitable than desktop ads, advertisers should pay less for ads on mobile phones (more on paying for search ads in the next section). Timing - Many businesses find that searches vary throughout the day, not only in volume but also in quality. - For example, an enterprise software company might find that serious potential customers do searches between regular business hours, so searches at night or on weekends are not profitable. - The advertiser can restrict the ads to show only during business hours. Language - Segmenting based on language can be an effective strategy for increasing advertising returns.
Study Key Terms in Textbook for SEO (page 231 - 232)
Go to eMarketing textbook
What are 3 key web development languages?
HTML5 CSS Javascript Flash
What are key metrics for PPC?
Impressions: every time an ad appears on the SERP Clicks: each time a searcher clicks on an ad in the SERP CTR: the percentage of impressions that yield a click CPC: the average cost per click Cost: how much you pay for each click Conversions: Multiply the profit per sale by the total number of conversions. That number should surpass the total cost to advertise on that keyword. If not, advertising on that keyword is not profitable. Conversion Rate: The percentage of visitors who convert. ROAS: Return on ad spent (Total Profit/Total Adspend) × 100 = ROAS CPA: - An acquisition is typically considered a completed sale for a retail site, or a lead generated for a lead generation site. - CPA determines how much it costs, on average, to reach a site's acquisition goal. - It is the total amount of money spent on advertising divided by the total number of sales completed (or leads generated) - the CPA is so high that revenue from a sale is lower than the combined cost of producing and advertising a product, then search ads will not be profitable.
From what sources might web traffic come from (this was also covered lecture on 1/29)
Organic Search Paid Search Ads Display Ads Email Marketing Social Media Posts Social Media Advertising External Links Affiliate Links
Pageview Session User Time on Page Entry Exit
Pageview. Also called a "hit," a pageview occurs any time a user accesses a page on a website. Session. Any time a user enters a website, he has created a session. A session may consist of one or more pageviews. User. A user is someone who creates at least one session, but may make multiple visits or sessions. Time on Page. The amount of time the user spent on a page before navigating to a different page. Entry. The first pageview of a session is the entry point, which is often not the home page. Exit. The last pageview of a session is the exit point. An exit may occur because the user navigated outside the website or because the user was inactive for over 30 minutes (analytics will consider the session over if the user takes no action for 30 minutes or longer).
Example of SMART objective, tactics, KPI's and targets per tactic:
SMART objective: • Increase sales through the eCommerce platform by 10% within the next six months. Tactics: • Search advertising • Facebook brand page KPIs per tactic: • Search advertising - number of search referrals, cost per click on the ads • Facebook brand page - number of comments and shares on campaign specific posts Targets per tactic: • Search advertising - 1,000 search referrals after the first month, with a 10% month-on-month increase after that • Facebook brand page - 50 comments and 10 shares on campaign-specific posts per week
SEO
Search engine optimization (SEO) is the practice of optimizing a website to achieve the highest possible ranking on the search engine results pages
What is a server, a URL, and domain?
Server: physical computer where the information is stored URL: https://www.amazon.com Domain: amazon.com
What is the central hub of digital marketing?
The company's website (look at diagram on DME ch 1 PP)
Average Session Duration.
The duration of every session is the sum of time on page for every page view in the session. (If the session ended because of 30 minutes of user inactivity, the calculation of session duration does not include these 30 minutes.)
How is PPC different than SEO?
The main difference between SEO and PPC is that traffic coming from SEO (organic) is free while traffic generated from PPC is not free
How is digital marketing different from marketing?
They are the same except: - Digital communication tools make it possible to connect and build long-term relationships with customers. - Digital marketing helps to create consumer demand by using the power of the interconnected, interactive web. - It enables the exchange of currency but, more than that, it enables the exchange of attention for value.
What is the TCEO Model?
This grouping creates a process that will result in the optimal use of digital tactics: Think Create Engage Optimize THINK is the starting point in our approach. It is tasked with developing strategic plans for the digital world. Like traditional communications planning, it includes topics such as consumer insights, research, concept development, budget allocation and channel planning. CREATE brings concepts to life by executing campaigns and shaping platforms. It covers all aspects of creating web assets, from web design and development to conceptual copywriting, the creation of social media assets, mobile development, engineering business systems and social media integration. ENGAGE is responsible for driving traffic and building relationships. Media buying and planning, search engine optimization, email marketing, social media and campaign management are some of the key activities here. OPTIMIZE is about continuous improvement. It delivers insight and lessons through analytics, data mining, conversion optimization and testing. Optimize is relevant at each stage of the process.
What is traffic, vs conversion, vs revenue?
Traffic - website wants to generate as much traffic as possible 1. Direct Traffic: an internet user types the website's URL directly into the browser •Recognizable brand •Easy-to-remember URL •Bookmarked pages •Mobile app •Email marketing 2. Referral Traffic: an internet user clicks on a link to the site from another site - Paid Referral Traffic: •Banner ads •Text ads •Video ads •Affiliates •Link purchases (not recommended) - Unpaid Referral Traffic: •Facebook (>29,000,000 likes!) •Email •Backlinks -Home page -Product pages 3. Search Traffic: an internet user clicks on a link to the site from a search engine results page Conversion - A conversion is a target action you wish visitors to take. Examples: Retail (eCommerce) --> purchase Lead Generation --> lead (phone call or form submission) Search engine --> booking or reservation Media --> engagement Social Media --> create account Affiliate Marketing --> click affiliate link Marketplace --> posting item for sale/making a purchase Revenue - A website that generates a large amount of traffic and earns a high conversion rate is already successful, but it can increase its (monetary) success if it can increase the value of each conversion. Examples: Providing Reviews Increase current customers spending by: -Add-on product recommendations -Upgrades -Product reviews
How can we use analytics not just for tracking outcomes, but also behavior and experiences?
Web users' behavior can indicate a lot about their intent. Looking at referral URLs and search terms used to find the website can tell you a great deal about what problems visitors are expecting your site to solve. Some methods to gauge the intent of your visitors include: - Click density analysis: heat map to see where people are clicking - Segmentation: selecting a smaller group of visitors to analyse, based on a shared characteristic - Behavior & content metrics: analyzing data around user behaviors (e.g. time spent on site, number of pages viewed) can give a lot of insight into how engaging and valuable your website is - In order to determine the factors that influence user experience, you must test and determine the patterns of user behavior. - Understanding why users behave in a certain way on your website will show you how that behavior can be influenced to improve your outcomes.
The 4 types of searches (operators)
• Broad match - e.g. Apple Computers. This is when any of or all words must be found in the mention. • Direct match - e.g. "Apple Computers". This is denoted by quotation marks and dictates that the tool should find mentions only where the phrase appears complete and in order in the content. • Inclusive match - e.g. Apple +computers. This is denoted by a plus sign directly before a word or phrase. This will direct the tool to search for any mention that contains both Apple AND computers, although not necessarily in that order. • Exclusive match - e.g. Apple -fruit. This is denoted by a minus sign directly before a word or phrase. This will instruct the tool to include only mentions that contain the first word or phrase but not when the second word is also in the same mention.
Positives of online market research:
• The Internet is always on, meaning that data are readily available at any time. • Many of the processes for finding, gathering and storing data can be automated (for example, you can get an automatic email alert if someone mentions your brand, or you can set up self-administered digital surveys). • You have access to a large number of participants around the world at the click of a button. • A lot of the information you will use is already being automatically collected (such as web analytics and social media data) - all you need to do is access it. • People are often happy to share their own research, insights and methodologies online, so you can access this trove of resources to inform your own research. • Online market research can be much more cost effective and quick to set up than traditional research techniques.
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•Color Scheme •Buttons •Images •Navigation •Trust Symbols •Video •Forms •Phone Numbers
Web Design Frameworks (5 pillars)
•Design for Usability •Conversion-Centered Design (7 key elements) - Attention, context, clarity, congruence, credibility, closing, continuance •Three Questions - What are you offering? - Why should I pick you? - What do you want me to do next? •Segments -Search versus category navigation -Browse versus directed shopping -Product category -New versus returning customer -Preference for online versus in-store shopping -Many more •Mobile first - Design for smaller screens first •Conversion Rate Optimization (CRO) - practiced by virtually all major websites through continual A/B testing
Visual identity and designing for persuasion
•Navigation: the signage of the site, indicating to users where they are and where they can go. •Layout: how content is structured and displayed. •Headers: the usually consistent top part of a web page. •Footers: as you may have guessed, the usually consistent bottom part of the page. •Credibility: telling users that you are who you say you are.
