Digital Marketing Quiz 2
What does "harvesting intent" mean in SEM?
- If I'm looking for a vacation, what I search for indicates what I'm going to be interested in seeing
Onboarding emails
Emails sent when a customer first signs up for an email list
What is RTB?
allows the bidding of an impression's individual word. Platforms will examine all bids and deliver only the highest paying bid at the exact moment. This creates competition.
Benefits of using SEM
- A quick and powerful way to test keyword popularity and ad message descriptions - Click-through rates and on-site behavior will give some insights into your SEO strategy - SEM - compare CTR among your paid ads to determine the most effective messages and then optimize for it on your website
Google Adwords program
- Google made one important change to the model that ultimately allowed them to create the AdWords growth engine - Google decided to use click-through rate (CTR) as a proxy for relevance - Google would then favor the ads receiving high CTRs in the auction for showing the ad in the first place Your bid amount and your quality score determine your ad rank on google
What factors do search engines use to asses page quality?
- High-click through rate from search engine results page (SERP) - Low bounce rate from Landing Page - Short Load Times - Original Content - Fresh Content - Quantity and Quality of Content
What are some popularity metrics used by search engines?
- Number of backlinks - Backlinks from relevant websites - Anchor text: " here is a great source on SEO optimization" - Link neighborhood: link to and get linked to reputable websites - Link freshness: continue acquiring links - Link diversity: independently endorsed links - Social sharing
Difference between SEO and PPC
- SEO:is non-paid, organic search engine results - PPC:is paid ads, that increase search engine results
Bad subject lines
- Too long - Uses The words "help" or asking for a donation - Uses "special", or a percent off - Uses an exclamation mark - Seems like a bail & switch offer
Cost per click (CPC)
price you pay for each click on paid search (and other marketing activity)
The networks benefit.....
● The advertiser who profit off of traffic ● The network who makes money by charging the advertiser ● The publisher who gets paid a percentage of revenue when an advertiser is charged and is able to avoid dealing with hundreds of advertisers
CPA
Cost per acquisition or action
Good subject lines
"accurate and informative" - straightforward, descriptive, and avoid selling - Timely and useful information - Personal - Implied benefit for quick action
What are some of the main benefits of using Email marketing?
Emails are said to be consumers' preferred method of receiving commercial messages One of the highest ROI activities a company can engage in
What is retargeting/remarketing?
Targeting those consumers who have previously been exposed to your website or ads but did not convert ex. visitors that did not make a purchase, visitors that added an item to the shopping cart, visitors that have been to the site within 30-90 days
How can we maximize relevance?
- URL: Words in the URL receive heavy weighting in the calculation of relevance, so the target keyword should be in the URL. - Target keyword: GoPro Camera (ex.) - Title Tag: Title Tag of a Page shows up at the top of a browser when one navigates to the page. - Header tag:Typically used to title or label sections of a website. - <h1><h2> etcwithin the html code - Words inside header tag receive more weight in relevance calculation - Main Content: Search engines code every page on a website to understand what the webpage is about. Therefore, the target keyword should be used at least once in the main content of the page (3-5% was a rule of thumb) - > keyword stuffing is a black hat tactic that is not effective - Image Alt Text and File Name: Label the content image files - Anchor Text:it's the highlighted part of a text that's linked to another article or piece of content - Anchor texts from third party links are also used as an objective, third party description of a web page.
Click-through rate (CTR)
- percentage of people who click on a result (paid or neutral)
What are some of the best practices for obtaining email lists?
1. Create a list via sign ups, ask customer for address 2. Ask customers to "create account" vs. checkout as guest when making a purchase 3. Offer discounts and content by subscribing to an email list 4. Use double opt-in practices in oppose to just single-opt in sign up
On what bases can we segment email customers?
1. Past purchases 2. Past email response 3. Customer Preferences 4. Demographics 5. Location 6. Device
How is display ad targeting done based on the person?
A. Based on their interests B. Based on what they are currently shopping for C. Past visits to your website (remarketing) D. Demographics
How is display ad targeting done based on the website?
A. Keywords B. Topics C. Placements
What is the difference between pricing options for display ads? (CPC pricing, CPM pricing, CPA pricing)
CPC- pay only when someone clicks Cost per thousand impressions (CPM)- pay for ad views Cost per acquisition (CPA)- Set a target CPA and pay when the ad leads to a conversion only
How doesconsistent messaging impact ad effectiveness?
Can increase conversions because the consumer receives exactly what they were expecting after arriving at a landing page Three ways to stay consistent with ads and landing pages: 1. Tout the same value propositions. 2. Use similar calls to action. 3. Enact the same design elements (color scheme, characters, fonts, imagery, etc.)
Transactional emails
Emails about a specific transaction when a customer does not sign up for the email list
What are some of the key factors that determine search engine (particularly Google) rankings?
Google rankings try to determine which websites are the most useful and relevant. They determine the most useful and relevant websites by using a complex algorithm which takes into account 200+factors (which are not shared). - Some of the most important factors are: - Keyword usage - Site structure - Site speed - Time spent on site - Number of inbound links - Quality of inbound links - Mobile usability
Search Engine Optimization
It's the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid, "organic" search engine results. It is the strategic process of affecting how search engines work to make a website rank higher in the natural or organic search results
What is long tail SEO?
Key Phrase Curve - It may be most advantageous to target highly specific, lower competition search terms. These are called long-tail keywords - Don't underestimate these less popular keywords. Long tail keywords with lower search volume often convert better, because searchers are more specific and intentional in their searches. For example, a person searching for "shoes" is probably just browsing. On the other hand, someone searching for "best price red womenssize 7 running shoe" practically has their wallet out!
How can a keyword optimize a page?
Keyword Research: Using keyword research we try to understand the target market and how they are searching for content, services, or products. - Keyword research helps you answer questions like: - What are people searching for? - How many people are searching for it? - In what format do they want that information? - While you definitely want to target terms that your audience is searching for, in some cases, it may be more advantageous to target terms with lower search volume because they're far less competitive. The higher the traffic, the harder it is to rank highly for that term. Optimal Keyword Targeting - Relevance: pick keywords relevant for your website - Traffic: Target keywords with higher level of traffic - Competition:It is harder to rank highly for very competitive keywords - Current Ranking: Trying to improve SEO to rank on the first page of SERP is beneficial - Mapping Keywords to Pages: Relevance is calculated for a webpage not website. Keywords should be linked to relevant webpages (for example cashmere sweater should be linked to jcrew.com/sweater/cashmere sweaters)
Consistent brand experience:
Managing SEO and SEM together helps ensure that visitors and potential visitors receive a consistent set of messages that will result in improved brand recall and relevance
How can we improve our quality score?
Matching ads and keywords
What are some things we can do on a website to increase our chances of ranking highly for desired searches?
On-Site SEO: Maximizing relevance, Choosing search phrases/ Optimizing Keyword Targeting, Creating High Quality Webpages
How is email success measured?
Open rate= emails opened/ emails delivered - Measures quality of subject line Click-through rate= emails clicked/ emails delivered - Measures the quality of email content Conversion rate = transactions/ sessions generated via email Average order value- can be combined with other metrics to easily track the success of the email campaign or individual email List churn- A company needs to be aware of how frequently its emails are causing people to unsubscribe.
Triggered emails
Sent based on a customer's particular actions such as leaving an item in cart
How has the traditional way of buying display ad space change over time?
Traditional: Advertiser would buy from publisher New Trend in buying: Use of real time bidding optimized through data management platforms and ad networks (publisher, advertiser, ad network)
Indexing and crawling
____________ is the cataloging of content discovered during a crawl; by filing, ordering, ranking the content the Search Engine can quickly pull it up later ________________ is when the search engine sends bots to discover content * Search engines do all of this by discovering and cataloguing all available content on the Internet (web pages, PDFs, images, videos, etc.) via a process known as ____________ and ____________ and then ordering it by how well it matches the query in a process we refer to as "ranking." *All search engines follow links to a page, index everything and measure popularity
What are backlinks? Why are they important for SEO?
_______________ are incoming links to a webpage. When a webpage links to any other page. - Help SEO because they signal popularity, and it is important what other sites think of your site.
On-site SEO vs. Off-site SEO
_________________:involves optimizing content, meta tags, and other elements on your own site - Content marketing, keyword optimization, images, page speed ___________________: involves any activities that drive awareness and referral traffic to your site from other sites - Link-building, guest blogging, social media
What is the difference between click through rate and conversion rate?
_________________is a metric, shown as a percentage, that measures how many people clicked your ad to visit a website or landing page. ____________________ is a metric, shown as a percentage, that displays how many website or app visitors complete an action out of the total number of visitors.
Why is it important to have standardized display options in Display advertising?
could dictate sizes that could be displayed on publisher websites. Gives the ad more potential to be placed on different sites.
Quality Score
is the basis for measuring the quality and relevance of your ads and determining your minimum CPC bid for Google and the search network. This score is determined by your keyword's click-through rate (CTR) on Google, and the relevance of your ad text, keyword, and landing page. We believe high quality ads attract more clicks, encourage user trust, and result in better long-term performance. To encourage relevant and successful ads within AdWords, our system defines a Quality Score to set your keyword status, minimum CPC bid, and ad rank for the ad auction."
Search Engine Advertising (PPC)
is the use of targeted paid ads in the same searches to show how creative messages perform against selected target keywords
Search Engine Results Page (SERP)
the webpage displayed by the search engine in response to the query by the searcher
How do ad exchanges benefit the buyer and sellers of display ads?
transaction platforms that help match buyers and sells. Use Real Time Bidding. ● Provides the tools for buyers and sellers to reduce risk and maximize return for each impression. Instead of just selling impressions by the thousands, companies could by individual keywords and target their ideal audience.
How do ad networks benefit the buyer and sellers of display ads?
typically act on behalf of a buyer or seller to get the highest return or revenue respectively, using proprietary network information to maximize yield. ● Could sell impressions by the thousands ● Dictates ad sizes ● Coordinates which ads are displayed on which websites at which times ● Collects payments from advertisers and pays publishers ● Reports ad performance to advertisers
Landing pages for SEM
● A quick and powerful way to test keyword popularity and ad message descriptions ● Click-through rates and on-site behavior will give some insights into your SEO strategy
Lifted click through rates
● CTR is lifted when website links appear in both natural and paid search on SERPs ● Sponsored result reinforces the legitimacy of your website and encourages visitors to click on the natural link
Landing pages for SEO
● Should be implemented during website design and coding ● Pages that are well-designed, indexed, and relevant to the user will improve user experience and online conversion ● Can improve a site's Google quality score, therefore decreasing its keyword bids
Landing page optimization
● Strategy influences both SEO and SEM ● Better landing pages help improve customer experience, increase conversions, and raise website quality score ● Doubling your quality score results in doubling your rank under the paid search area, regardless of your bids
