Digital Marketing test 2 -- Dr. Price

-Understand the roles of the company managing the display network

- Dictates the ad sizes that can appear on the publisher's websites - Coordinates which ads are displayed on which websites at which times - Collects payment from advertisers and pays publishers their portion of the ad revenue - Reports the ad performance metrics to the advertisers

Describe best practices to prevent emails from being stopped by spam filters - List the factors

-Clean the email list -Use double opt-in -Provide an unsubscribe in every email -Comply immediately with unsubscribe requests

Understand how remarketing works.

-Occurs through a display network - Advertiser instructs display network to display ads to previous website visitors - When visitor goes to advertiser's website a cookie is placed on the visitor's browser - When visitor navigates to other websites in the display network, the display network sees the cookie and displays the advertiser's ad

- What guidelines should be used when deciding how to clean the email list

-Remove recipients that have not opened the email in several months -Remove recipients that bounce (emails that are sent out but never reach the destination inbox) -Hard bounces indicate that the email is fake: remove immediately -Soft bounces indicate that the email inbox is full, remove after several soft bounces in a row

If an advertiser bids a $1.50 CPM, receives 40,000 impressions, and gets 80 clicks, what would the equivalent CPC bid be?

.75?

Design an effective display ad. - What are the three characteristics of effective design of display ads?

1. Attract attention 2. Communicate a unique value proposition 3. Include a call to action

- What factors determine quality score and what do these factors mean

1. Expected click through rate (CTR) - how many people will click through the page after first being exposed to it 2. Ad Relevance - how relevant is the ad's information and keywords 3. Landing page experience - how good of a landing page does the ad have, low bounce rate

What does it mean to maintain consistent messaging between the display ad and landing page? - Identify 3 ways to maintain consistent messaging - Why is it important?

1. Tout the same value propositions. 2. Use similar calls to action. 3. Enact the same design elements (color scheme, characters, fonts, imagery, etc.) Help's avoid "anticippointment"

-Be able to evaluate a well written or a poorly written paid search ad

:)

-Give an example of a third-party email platform

Constant Contact, Vertical Response, and Mail Chimp are 3 different platforms *There are many free options, but you need to spend money for a higher volume of emails * Third party email platforms help: - Build lists - Store email addresses - Help create and distribute emails - Segment email lists - Report performance

Why is it important to segment the email list? On what basis can the email list be segmented?

Customers on your email list are likely different from each other Good email marketers send different email messages to different segments Can be segmented based on: -Past purchases -Demographics -Location -Device used -Past email response

Understand how advertisers identify target audiences for display ads.

Audience targeting - targets people based on their interests or behavior Demographics - targets people based on demographic characteristics Content - targets by choosing the types of websites the advertiser wants their ad to show on Placements, Keywords, Topics

-Determine how to set a good bid on a keyword, What factors must you consider?

Bid about 10 cents higher than the suggestion. You want to win the bid but not go crazy.

Distinguish among CPC, CPM, and CPA bidding strategies. - Be able to define each bidding strategy

CPC (cost per click) bidding - Advertiser only pays when the ad is clicked on. CPM (cost per thousand impressions) bidding - Advertiser is charged a certain amount every 1,000 times the display network displays the advertisement. CPA (cost per acquisition) bidding - enables advertisers to pay only when their ad results in a successful conversion.

-If given a keyword list with competition, bids, and monthly searches, know how to select the best keyword

Choose keywords from all levels of competition, high monthly searches, and low suggested bids.

Know what a display network is and describe the roles of each major player.

Consists of a group of online publishers that agree to a set of advertising standards dictated by the company managing the display network.

Know how to effectively use keywords to target paid search ads.

Keywords are words or phrases describing the advertiser's product or service that the advertiser chooses to help determine when the ad can appear when someone does a search.

-Know the different match types

Match Types Include: Exact Match, Broad Match, Phrase Match, and Negative keywords § All of the above include close variants - this means that google ads will automatically match any of the above match types with singular, plural, misspellings, and other close variations of the keywords. These also ignore function words like to and for and will include reordered words with the same meaning.

purchase from broker

NOT recommended for any legitimate business, fastest route to spam trap

How does email content differ depending on the business model of the advertiser?

Online retailer: goal is to generate purchases, emails should focus on discounts and promotion of merchandise Lead generation website: goal is to build and maintain relationship with customer Online media: goal is to get people to spend time on their website Business to Business services: goal is to help the sales process

remarketing

The practice of displaying ads to web users who have already visited the advertiser's site.

Create a test to determine which of two ads is more effective. - What is A/B testing and how does it work?

When an advertiser purchases ad space online it receives a report of where those ads showed up and how many clicks they generated. The advertiser can make multiple versions of the ad, showing both at random across the network. Allows the advertiser to test which version is more effective.

incentive approach

create incentives for customers to sign up for emails; online contest (email required), free ebook to download, promise of email savings, etc

opt-in

customer clicks on a check box to receive emails from a company, the preferred method!

opt-out

customer has to check a box to NOT receive emails from a company, customer is automatically signed up unless they opt-out

third-party email platform

helps manage email marketing

Negative keywords

important to optimize the performance of keywords, this prevents your ads from being displayed to reduce less relevant impressions. Done by adding a - sign in front of your keyword

Broad Match

provides the greatest coverage or reach, broadly matched to keywords, this is the default match type Broach Match Modified - use this with broad match keyword, where you put a + sign in front of one or more words in a keyword phrase, this shows google which specific words you want to focus on (good for precise targeting and far reach with broach match)

- What two factors determine ad rank

the advertiser's max CPC bid amount the ad's quality score.

Explain the structure of the Google Ads account (i.e., account level, campaign level, ad group level, and ad level)

· Account Level - Advertiser sets up an account with Google Ads with their email and password · Campaign Level - a component of the account that allows the advertiser to focus advertising on specific products/services · Ad Group - a collection of ads in a campaign that correspond to a collection of related keywords Ads - can have multiple ads in an ad group

Understand the five components of a paid search ad and how to write effective copy.

(PHAD Fi) The five components of paid search are Final URL Headlines Path Description Ad Extensions.

Understand the roles of the publisher

- Creates an account with the display network manager - Makes sure website meets specifications dictated by the display network including correctly sized spaces for ads - Tells the network what type of content is published on the site - Is paid a percentage of the revenue the display network charges advertisers

Understand the roles of the advertiser

- Creates and uploads ads that meet the specifications of the display network - Manages the ad budgets on the display ad platform provided by the display network - Sets parameters regarding the types of sites on which they would like to run ads - Receives reports on where the ads were displayed - Earns traffic to their own websites from the display ads

What are the characteristics of a good subject line? If given several subject lines, be able to select the one that best follows these characteristics.

A good subject line is one of the most important parts of the email! Effective subject lines are accurate, informative, focus on the benefit, and avoid selling cliches DO: Short and simple: between 4-15 characters Tell user what is inside Keep same text in subject line Ask reader to perform an action Invoke emotions (but not unnecessarily) Ask questions Test multiple subject lines! This is called A/B testing. DON'T: Write in all caps Use exclamation marks Use spammy words like free or open immediately Use symbols or strange characters Use sales language Be misleading Use recipients names Be too mysterious Use the word "help"

- What is the difference between the actual and maximum CPC

Actual CPC - the actual amount the advertiser has to pay for a keyword, it is usually 1 penny more than the second highest bid amount Maximum CPC - the max amount an advertiser would be willing to pay for a keyword if the ad was clicked on

- Give an example of a company that manages a display ad network

Adwords / Google Display Network TribalFusion OpenX Specific Media Evolve Media / Crave Media.net Yahoo/Bing Ad Network AdBlade Advertising.com

Define display advertising. - Understand what display advertising is and where it appears online.

Image and text ads that appear on websites.

-Know tactics for choosing the best keywords

Imagine being in the shoes of the customer and use Google Keyword Planner for help. Go to Google and see what auto fills when you search.

Analyze the results of an email campaign. - What metrics are used to evaluate the effectiveness of an email campaign and what does each metric mean?

Open rate: emails opened/emails delivered, around 20% is average. Open rate determines the quality of the subject line. Click through rate: emails clicked/emails delivered, around 3.5% is average. Click through rate determines the quality of the email content. Conversion rate: # of conversions/# of sessions generated via email, should be higher than 3-5% Average order value: look at the money value of the order List churn: how often emails are causing subscribers to unsubscribe

- Which methods are preferred and why?

Opt-in is the recommended method, less likely to have unsubscribers, less likely to get marked as spam

Define paid search advertising.

Paid search advertising is a text ad that shows up in the sponsored section of a search engine results page (SERP).

Differentiate between paid search and organic results on a SERP

Paid search says "ad" next to it. Organic searches show up below paid search on SERP based on keywords and relevance.

- Understand how the auction platform works with Google Ads

Search engines sell keyword ad space using an auction platform. •Advertisers place a bid on a keyword. •Winning bids generally get better ad locations (top of page) for searches on that keyword. Additional factors affect ad rank though.

- Understand the difference between keyword, interest, topic, and placement targeting

See images in ch 7 pp

If four advertisers bid the amounts shown below, which advertiser will pay the most per click? a. $1.98 CPC b. $2.50 CPC c. $2.06 CPM with a CTR of 4% d. $3.00 CPM with a CTR of .5%

c

Exact Match

when you place the keyword in [ ] so that it matches exactly

Phrase Match

when you put keywords inside " " so that they appear in that order when searching

- Be able to list and describe the components and what limits are set on them

· Final URL - the URL of the landing page, not shown to searchers · Headlines - usually 2 headlines, can be 30 characters each · Path - simplified URL that is shown to searchers · Description - shown below the headlines, main text of the ad, can be 90 characters · Ad Extensions - extra things at the bottom of the page, example: a call extension or location

- Understand each KPI and how it's used to evaluate the effectiveness of a paid search ad campaign including: impressions, clicks, click through rate, cost per click , cost, conversions, conversion rate, cost per acquisition

· Impressions - how many times the ad was displayed on SERP · Clicks - number of times someone clicked on the ad · Click through rate (CTR) - the percent of impressions that equal a click (number of clicks / number of impressions) * 100 · Cost per click (CPC) - the bid amount you agree on per keyword · Cost (ad spend) - identifies how much a keyword costs (CPC * number of clicks) · Conversions - the number of times the desired action is done · Conversion rate - what number of clicks lead to a conversion (conversions / clicks) * 100 · Cost per acquisition - aka the cost per conversion (total cost / number of conversions) ·Return on ad spend (ROAS) - the revenue the ad generated compared to what you paid for the ad

-Know the characteristics of writing a good paid search ad

· Use relevant keywords · Have an enticing and unique value proposition (UVP) · Include an obvious call to action (CTA) · Use ad extensions · Include price, promotion, and exclusives · Make the ad match the landing page · Be grammatically correct