MKT 4330 Hanisko UT-Dallas Digital and Internet Marketing – Final Exam Review – Flashcards
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What are you trying to accomplish (Obtainable, measurable, profitable
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5 Steps of building a digital marketing campaign 1. Set Goals:
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Can target by: 1. Location (GEO) 2. Interest 3. Demographics (Age, Gender, Language, etc) 4. Behaviors
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5 Steps of building a digital marketing campaign 2. Define Audience:
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Where you are going to reach the "who's" with the "what."
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5 Steps of building a digital marketing campaign 3. Build Funnel:
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Create a call-to-action with a "book now" or a "while supplies last" etc. Give the consumer a reason to engage with the ad
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5 Steps of building a digital marketing campaign 4. Calls-to-Action:
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1. Use data to increase conversions 2. Quantity Metrics - impressions, avg position, clicks, avg visit duration, conversions revenue 3. Efficiency Metrics - search impression share, CTR, Bounce rate, conversion rate, conversion value/cost
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5 Steps of building a digital marketing campaign 5. Track, Analyze Optimize:
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The method used to increase the likelihood of obtaining a first page ranking through techniques such as link building, SEO title tags, content optimization, meta description, and keyword research.
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What is SEO?
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A software system designed to search for information on the World Wide Web.
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What is a Search Engine?
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Look at webpages, follow links on those pages, and bring data about those webpages back to the search engine servers
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3 Steps of how search works Crawling and indexing:
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Computer programs that look for clues to give you back exactly what you want.
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3 Steps of how search works Algorithms
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Blocking sites that attempt to game their way to the top of search results through techniques like repeating keywords over and over, buying links, or putting invisible text on the screen.
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3 Steps of how search works Fighting Spam
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1.Content: Is the words on the page relevant to the search? 2.HTML: are the words on the page in the write spots? 3.Architecture: can Googlebots easily understand what is on the page?
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On-Site SEO
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1.Links: Are the links coming back to your site from trusted, quality or respected sites? 2.Trust: Do links, shares & history of the site make it a trusted source? 3.Social: Do respected people share your content via social media?
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Off-Site SEO
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Pay-Per-Click (PPC) is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.
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What is PPC
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max bid x quality score
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How to calculate Ad Rank?
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(ad rank of person below you / quality score) + .01
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How to calculate what you pay?
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1. CTR 2. Relevance 3. Landing Page
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3 Factors that determine quality score
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1. Broad 2. Phrase 3. Modified 4. Exact 5. Negatives
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Keyword match types and variations
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Include misspellings, synonyms, related searches, and other relevant variations
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Broad keyword match
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Are a phrase, and close variations of that phrase
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Phrase keyword match
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Contain the modified term (or close variations, but not synonyms), in any order
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Modified keyword match
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Are an exact term and close variations of that exact term
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Exact keyword match
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Are searches without the term
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Negative keyword match
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25 headlines 35 body
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Ad requirements
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This data is determined by cookies that are stored in visitor browsers.
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How we track users
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1. Quantity 2. Efficiency 3. Costs
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PPC
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impressions received/total available impressions
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Impression share
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clicks/impressions
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CTR
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% of people who do not make it past the landing page
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Bounce rate
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conversions/click
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Conversion rate
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(Impressions/1K) x total cost
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CPM
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total cost/clicks
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CPC
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total cost/conversions
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CPA
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total revenue/total cost
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ROAS
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Reaches 92% of all users
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Google Display reaches
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Ad Revenue Calculation Example: 68% Publisher 32% Google Your blog has 2 banners on every page; Your get 50,000 page views per day; The CTR of both banner ads is .20%; On average, an advertiser pays $1 per click. How much money do you make per day from Ads? Calculation: 2 X 50,000 X .002 X 1 X .68 = $136 per day
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Publisher example
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Manually choose which websites you want to appear on Gives you the most control over where you're going to appear on the GDN. Takes lots of work and time to do Placement only targeting. Better to exclude placements than to include.
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Placement targeting
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Reach customers who are likely to be within the demographic groups that you choose. Demographic groups that you can choose from include: -age -gender -parental status
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Demographic targeting
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-Most common type -Utilizes keywords related to the products and services you offer.
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Contextual targeting
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-Allows you to choose from an existing list of page topics, meaning that your ads will only display on pages about that topic. -Very broad scope, limited on what topics you can drill down to.
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Topic targeting
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-Lets advertisers target the user, not the page content. -User can be looking at anything when your ad appears
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Interest targeting
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AdWords display targeting is most effective when a combination of targeting methods are used. Placements and topics. This method involves picking a placement that has the right audience demographic (placement) and combining this with some topics that define a good subject. This way you should only appear on the most relevant sites to your ad topic. Topics and interest categories. If a user visits a site within the topic an advertiser selects, and they're in a matching interest category too then it's clear that the user consistently reads that material. This combination improves the advertisers chances of getting the right type of visitor compared to either topics or interest categories alone.
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Combination targeting
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regularly review the automatic placements report, and add strong performing placements to your managed placement campaigns.
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How to optimize campaigns
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1. clicks 2. impressions 3. conversions 4. custom 5. display quality score
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Different types of bid strategies
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Information and entertainment
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What did social media combine to create?
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1. Establish Credentials 2. Build credibility 3. Build a tribe 4. Make friends fast 5. Show your work
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5 social media tips
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-Social media profiles & copy -don't be an egg, be human -fill out everything
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Establish credentials
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-Do things, tell people -Post everywhere
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Build Credibility
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-Audience vs. community (followers vs. posts) -Convert audience to community -Engagement rate
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Build a tribe
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engagement / reach
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Engagement Rate
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Act like a user, follow, ask, answer -retweet, like, comment -follow to be followed -answer to get asked -be interested to be interesting boils down to effort
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Make friends fast
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-do things you like and tell others -don't preach, ask -teach to learn -create art -become a documentarian
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Show your work
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5-10 times/week half-life: 90 minutes Post: Sundays 0000-0100
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Social Media Posting and Frequency FB
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Individuals: 5x/day Brands: 30x/day half-life: 18 minutes Post: Sunday 2200-2300
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Social Media Posting and Frequency Twitter
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Post: Saturday 2100-2300
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Social Media Posting and Frequency Blogging
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Mondays Post videos: 2100-0800 Post pics: whenever
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Social Media Posting and Frequency Instagram
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Wednesdays and Thursdays 2-5PM
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Social Media Posting and Frequency Email
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You can buy likes, but you need to earn your community. Audience are like followers but community is active and present
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Difference between audience and community
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1. Shows if you are worth your salary 2. Gives you a big picture of how you acquire customers 3.Gives you benchmarks for goal setting and projections
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Why is reporting important?
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1. Last Click 2. First Click 3. Linear 4. Position-based 5. Time Decay
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Attribution models
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The last touchpoint (or Direct channel)—receives 100% of the credit for the sale
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Last Click
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The first touchpoint would receive 100% of the credit for the sale.
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First Click
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Each touchpoint in the conversion path; in this case the Paid Search, Social Network, Email, and Direct channels—would share equal credit (25% each) for the sale.
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Linear
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40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions.
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Position-based
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The touchpoints closest in time to the sale or conversion get most of the credit.
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Time Decay
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1. Identify the three most critical processes in your organization. This will depend on your business. For instance, it may be delivery, distribution, and the order fulfillment process for one company and procurement, logistics, and sales origination for another company. 2. Map the process from end to end using a flow chart. Diagram the process from end to end. Be sure to include other functional groups which may contribute to the process such as finance or human resources. 3. Based on company goals, create a KPI for each process. Use the flow chart to help determine critical points in the process. For instance, if the goal of the company is to cut costs, then the number of renegotiated contracts or year-over-year contract savings may be the best way to gauge performance. The most common KPIs are based on time or money. 4. Assign data inputs to one person for each KPI. The accuracy of the data is just as important as the calculation. 5. Create a report to calculate all three KPIs. For instance, let's say you own a widgets company and the main goal of the company is to increase widget revenue and reduce widget costs. Your KPIs can be month-over-month revenue growth--growth divided by starting revenue--and cost savings per employee--total savings divided by number of active employees.
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Calculating KPIs
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Revenue ÷ Number of Visitors
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Revenue per visitor
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total sales revenue / total number of sales
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Average Order Value
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(Total Revenue - Total Costs) / Total Costs
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ROI
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conversions/users
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Conversion Rate
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by A/B testing images, headlines, buttons, colors, design, etc.
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Most common type of way to improve conversion rate
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Time period a user is actively engages with your website, app, etc.
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Sessions
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People who have had at least one session within the selected date range. Includes both new and returning users.
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Users
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Total number of pages viewed. Repeated views of a single pare are counted.
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Pageviews
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The average length of a session
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Average session duration
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percentage of single-page visits
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Bounce Rate
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an estimate of the percentage of first time visits
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Percent new sessions
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-Panda and Penguin -more of an "online pr manager" During the early days of search engines it didn't take people long to figure out how to manipulate Google to their advantage. By utilizing a few sneaky tactics it was quite easy to get to the top of the organic search pile. Keyword stuffing and bad linking were the names of the game. SEO agencies cropped up all over the place and made a mint off customers because they knew how to get results quickly.
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What killed the SEO analyst?
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A live direct or indirect view of a physical, real-world environment whose elements are augmented(or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data. -google glass
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Augmented reality
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A computer-simulated environment that simulates physical presence. Also referred to as immersive multimedia.
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Virtual reality
