Digital Media Class

Why is a link from Yahoo.com worth more than a link from a small blog?

Yahoo has a higher PageRank, so it passes on more PageRank to the page it links to

What is the difference between the bidding systems on the Search Network and the Display Network?

*Display advertisers* can pay CPC, CPM (cost-per-mille or cost-per-thousand impressions), or CPA *Search advertisers* pay CPC or sometimes use CPA (cost-per-acquisition) basis.

15. Which of the following is the correct format for the *Broad Match Modified* keyword match type?

+ipad +mini

Publishers

- Must create an account, submit correct ad sizes, chooses content they wish to display, paid a percentage of the revenue the display ad network charges advertisers - Gets paid a percentage of revenue made each time the display network charges an advertiser - Only has to coordinate with ad network rather than lots of advertisers

Advertisers

-Makes money from traffic to their website coming from 100s/1000s of diff websites -Only has to coordinate the ads with the one ad network -Earn traffic from display ads -Receive reports on where their ads are displayed -Choose sites where they want their ads to appear -Manage budgets on display ad platform -Create & upload ads

Remarketing: How it works

-Occurs through an ad network -Instruct its ad network to display ads to previous visitors -Previous visitors have cookies i their browsers, placed from website -user navigates to a website within ad network and the ad is displayed -Targeting previous website visitors doesn't occur through the website but the ad network

Remarketing Profitability

-Profitable advertising technique. -Able to target visitors with a demonstrated interest in the site resulting in his/her conversion rate and profitability -Ad network make more money because it can charge advertisers a higher rate to target these visitors. -Publisher make more money (ad network shares ad revenue with web publishers)

Interest Targeting

-Shows ads to web users who have a given interest regardless of the webpage they are viewing. -Infers web users' interests based on their past browsing behavior.

Effective Ad Display

1) Attract attention -attract visitors attention away from main content of page 2) Communicate a value proposition -Communicates why the product/service being advertised is worth purchasing/adopting 3) Invite Action -Features a CTA (call-to-action) to click on the ad

3 Ways for Consistent Messaging

1) Communicate the same value propositions 2) Use similar calls to action 3) Enact the same design elements (color scheme, characters, fonts, imagery)

Four Targeting methods for Display Ads

1) Keyword Targeting 2) Interest Targeting 3) Topic Targeting 4) Placement Targeting

4 initial things to consider for each keyword

1) Searched intent 2) Average monthly searches 3) Level of competition 4) Suggested bid

Keyword Match Types

1. *Exact Match*: Putting brackets around [a keyword] instructs Google to show an ad only when someone *searches for that exact keyword*. So guarantees the ad will not show up for unrelated searches. 2. *Phrase Match*: Putting quotations around "a keyword phrase" directs Google to show an ad only when the searcher's query includes that exact phrase. Difference bwt. "Exact Match" vs. "Phrase Match": Include other keywords at the beginning or end in Phrase Match. 3. *Modified Broad Match*: When you put a plus sign in front of +each +keyword you are commanding Google that you want your ad to show up every time: misspellings of those keywords, and in any order with additional keywords that be before, after, or in the middle of the phrase. 4. *Broad Match*: Adding keywords to an account without any commands or modifying characters (+/""/ [ ]), directs Google to show an ad on whichever keywords they deem relevant to those keywords, including synonyms.

An effective display ad must

1. Attract attention 2. Communicate a value proposition 3. Invite action

3 criteria affect Quality Scores

1. Expected CTR 2. Ad relevance 3. Landing page experience.

The Ad Rank (advertising position) of each advertiser is determined by 3 key factors

1. Quality Score 2. Maximum CPC bid 3. Expected impact of ad extensions and other ad formats to determine Ad Rank

My chosen keyword phrase for a page should make up __ to __ % of the page's content.

3, 5

Clicks

A click is counted each time a searcher clicks on an ad in the SERP

Ad Group

A collection of ads within a campaign that corresponds to a group of *related keywords*. For best results, try to focus all the ads and keywords in this ad group on *one product or service*

Conversion Rate

A conversion happens when someone clicks your 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 Rate = Transaction/ Number of visitors. Conversion rate is the percentage of visitors to a site who make a purchase* (if it is a retail website).

Cookie

A cookie is a unique identifier that Amazon placed on John's computer during one of his previous visits to amazon.com so Amazon could remember him. Cookies are typically used to tailor the website experience to each user.

Display Network

A display network consists of a group of *online publishers* (typically media websites) that agree to a set of advertising standards dictated by the company managing the ad network.

In the original PageRank formula, when webpage A linked to web page B, it passed PageRank to page B. Why was the amount of PageRank that A passed to B divided by the number of outbound links on page A?

A link was considered an endorsement, so B only got part of A's endorsement score if A endorsed multiple pages.

Quality Score

A measurement of *how relevant your ads*, keywords, and landing page are to a person seeing your ad. Higher Quality Scores can lead to lower prices and better ad positions. Quality Score is determined in large part by the click-through rate)

Click-through rate (CTR)

A ratio showing how often people who see your ad end up clicking it. *CTR can be used to tell how well your keywords and ads are performing*. Average tends to be around 1-4% CTR = Clicks / impressions E.g: The 60,367 impressions yielded 2,101 clicks for a CTR of 3.48%

Cost Per Click (CPC)

Advertiser only pays when the displayed ad is clicked.

The Second-price auction model:

Allows the highest bidder to pay only a penny more than the second highest bidder

Placement Targeting

An advertiser can choose to buy ads on specific website(s) that they wish to advertise with by clicking on that ad group and selecting/deselecting websites.

Impressions

An impression is *an appearance* - Every time an ad appears on a SERP, an impression has occurred, even if the searcher never actually looks at it or clicks on it

The Penguin update focused mainly on

Anchor text

How does *anchor text factor* into Google's ranking calculations?

Anchor text is *one input into* a web page's relevance score

What is "black-hat" search engine optimization?

Any practice to increase a webpage's rankings that Google deems manipulative

If a keyword has low search volume, you should do which of the following?

Consider the cpc and if your ad and landing page are relevant to determine if you should choose that keyword

A reliable strategy for *long-term off-site SEO success* can be characterized as

Consistent efforts to *generate inbound links from reputable sites*.

Which of the following is NOT considered when determining Quality Score?

Conversion Rate

Cost Per Mille (CPM)

Cost per 1000 impressions. Marketing term used to denote the price of 1,000 advertisement impressions on one webpage. If a website publisher charges $2.00 CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad.

PageRank could be easily manipulated by

Creating *spam websites* linking to one another

A/B Testing

Creating 2 versions of an ad showing both at random across the ad network & allowing the numbers to determine which ad is more effective

Conversion

Customer actions that you believe are valuable, such as purchases, signups, web page visits, or leads

A website's *popularity* is determined by

External *inbound links*

Nowadays, search engines determine our *website's quality* based on

External links to our site Search engine users' behavior toward our Webpages from the SERP (search engine results page) Spelling and grammar on our site

A reliable way to increase our rankings is to create multiple copies of our site at different URLs.

False

Ideally, we should never add content to our site.

False

Web browsers process which language

HTML

HTML

Programming language is a static, client side language (as opposed to dynamic, server-side language)

Consider a Google user who does a search for "yam recipe". Consider two web pages with an identical PageRank. Page A uses the phrase "yam recipe" near the top of the page. Page B uses the phrase "recipe for yams" near the bottom of the page. Which page will rank better on this search and why?

Web page A, because *the matching words* are higher on the page and *match the search phrase better*

What is the downside of a search engine *based solely on relevance?*

Websites with little useful content can often earn good rankings

The title tag of a web page appears

at the top of the browser on the SERP (search engine results page)

As compared to fat head keyword phrases, *long-tail keyword phrases typically*

receive lower volume of searches are longer (have more words) are more plentiful (there are more of them)

SEO stands for

search engine optimizaition

Getting 100 backlinks from 100 different websites is better for ranking purposes than getting 100 backlinks from 10 different websites because

search engines consider link diversity a sign of organic, independent endorsements of a website's content.

Which of the following is NOT displayed in a PPC text ad?

The destination URL

Publishers that participate in a display ad network

Get paid each time an advertiser is charged by the ad network for displaying advertisements on the publisher's site.

To have consistent messaging online, all of your ads should

- use a similar color scheme -use similar calls to action -highlight the same value propositions

How can Google compare a *CPM bid* and a *CPC bid*?

Ad networks compare bids in order to determine which advertisers has the highest bid. To do this, ad networks track the click-through rates (CTR) of advertisers so they can convert CPC bids into CPM bids. -High CPM= get ad space

Negative Keywords

Adding a minus symbol (-) before a keyword directs Google NOT to show an ad any time that keyword is searched.

Cost per Acquisition (CPA)

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/ total number of sales completed*. E.g: If an advertiser spends $100 and gets 10 sales, its CPA is $10.

CTA

Call to action, an explicit invitation to click the ad

How often does Google recalculate Quality Score?

Each time an ad is considering for display for a particular keyword

Online Display Advertising

Effectiveness of the ads can be directly measured. Can receive reports of where the ads were shown up and amount of clicks.

Which of the following *is NOT a practice instituted or strengthened* by the Panda update?

Increased opportunity to shop for products directly on the SERP

The Google Keyword Planner CPC Data:

Is relevant, but one should not expect to pay the exact same CPC as the Planner suggests and Provides data that helps you do keyword research

Which advertiser is awarded the top ad position?

It depends on who receives the highest Ad Rank

Ad Rank takes into consideration:

Keyword Bid and Quality Score

*Organizing your campaign* can help with all of the following *except*:

Landing page optimization

Both paid search traffic and paid referral traffic are the result of

Online advertisement

14. If you bid on the keyword ipad mini tablet as a keyword using the [ ] brackets like so [ipad mini tablet] your ad will show up:

Only when someone searches for ipad mini tablet

Keyword Targeting

Placing online display ads based on keywords Shows up on webpages that use the selected keyword Choose ad group and your ad will be displayed on webpages using the selected keywords that relate to the keywords you entered

What does PLA stand for?

Product Listing Ad

A retail *website's conversion rate* is calculated as

Purchases/Visits

Return on Advertising Spend (ROAS)

ROAS = (Total Revenue/Total Adspend) x 100 Was it worth it? If a company sold $30,000 in cars, and it spent $10,000 on ads, the ROAS would be 300%

Why does having too much advertising space damage our search rankings?

Search engines consider a site with lots of advertising space to be lower quality.

Black hat SEO is any practice that

Search engines frown upon

Topic Targeting

Shows ads based on the topic of the website that match the broad topic being targeted.

Cost per Click (CPC)

The amount an advertiser pays for each click

Universal rule of advertising

The better an advertiser can target the right audience, the more the advertiser is willing to pay for advertiser

Domain Name

The name of a website

Remarketing

The practice of displaying ads to web users who have already visited that site EX--> You visit Zappos.com and visit another website and Zappos ads are displayed featuring the product(s) you just viewed PURPOSE: Hope to induce return visits from customers.

We can influence our *click-through rate on the SERP* through

The title tag The meta description

In order for two computers to communicate via the Internet, they must first locate one another. How do computers locate one another on the internet?

Through the IP address

To calculate your ROAS, you must know which of the following?

Total Adspend and Total Revenue

Which of the following is NOT a way that a media site might measure engagement?

Traffic source

In a PPC text ad, it is a best practice to include which of the following:

UVP, Call-to-Action, Keywords pertaining to the adgroup

URL

Uniform Resource Locator, indicating which web-page users want to display. Each of the thousands of pages within the Amazon website/domain has a unique URL.

Display Network

a group of online publishers (typically media websites) that agree to a set of advertising standards dictated by the company managing the ad network -Pays publishers to run ads on their websites -Creates standard ad sizes they agree to display -Charges the advertisers to run the ads on the network of websites -Reports ad performance metrics to the advertisers

Unpaid search traffic comes when a user clicks on

an organic search result

A brand new website should NOT choose target keyword phrases based on

current ranking

*A manual link-building* practice that was once considered standard but is now considered (by Google) to lean toward black hat is

guest blogging

If I think my website is being punished for engaging in black hat SEO tactics, I should

immediately fix any pages using these tactics

A page's ranking is determined by *both its popularity* and *its relevance* to the searched phrase. The page's popularity is measured based on

its link profile as well as the root domain's link profile.

Alt text is

the text that appears if an image does not download from the server

In general, advertisers are willing to pay more if

they can more precisely target potential customers

*Direct traffic* is defined as visitors who....

type the URL directly into their browser's address bar.

Networking with other website owners can be beneficial to your website's rankings because

website owners are more likely to link to sites owned by people they know.

Google Display Ad Planner

what advertisers in the Google ad network use to find appropriate placement for their ads

If my website sells exercise equipment, then a link from ___________ is likely to be most valuable to me (if all of these sites have similar popularity).

www.fitnessblog.com

What would be the HTML code to create a link to cnn.com using the anchor text, "My favorite news site"?

‹a href="http://cnn.com"›My favorite news site‹/a›

Which of the following might be a paid link (advertisement) on our site?

‹a rel="nofollow" href="http://www.expedia.com/Hotels"›Great Hotel Deals‹/a›