MKT 4330 Hanisko UT-Dallas Digital and Internet Marketing – Final Exam Review

5 Steps of building a digital marketing campaign
1. Set Goals:
What are you trying to accomplish (Obtainable, measurable, profitable
5 Steps of building a digital marketing campaign
2. Define Audience:
Can target by:
1. Location (GEO)
2. Interest
3. Demographics (Age, Gender, Language, etc)
4. Behaviors
5 Steps of building a digital marketing campaign
3. Build Funnel:
Where you are going to reach the “who’s” with the “what.”
5 Steps of building a digital marketing campaign
4. Calls-to-Action:
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
5 Steps of building a digital marketing campaign
5. Track, Analyze Optimize:
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
What is SEO?
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.
What is a Search Engine?
A software system designed to search for information on the World Wide Web.
3 Steps of how search works
Crawling and indexing:
Look at webpages, follow links on those pages, and bring data about those webpages back to the search engine servers
3 Steps of how search works
Computer programs that look for clues to give you back exactly what you want.
3 Steps of how search works
Fighting Spam
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.
On-Site SEO
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?
Off-Site SEO
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?
What is PPC
Pay-Per-Click (PPC) is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.
How to calculate Ad Rank?
max bid x quality score
How to calculate what you pay?
(ad rank of person below you / quality score) + .01
3 Factors that determine quality score
1. CTR
2. Relevance
3. Landing Page
Keyword match types and variations
1. Broad
2. Phrase
3. Modified
4. Exact
5. Negatives
Broad keyword match
Include misspellings, synonyms, related searches, and other relevant variations
Phrase keyword match
Are a phrase, and close variations of that phrase
Modified keyword match
Contain the modified term (or close variations, but not synonyms), in any order
Exact keyword match
Are an exact term and close variations of that exact term
Negative keyword match
Are searches without the term
Ad requirements
25 headlines
35 body
How we track users
This data is determined by cookies that are stored in visitor browsers.
1. Quantity
2. Efficiency
3. Costs
Impression share
impressions received/total available impressions
Bounce rate
% of people who do not make it past the landing page
Conversion rate
(Impressions/1K) x total cost
total cost/clicks
total cost/conversions
total revenue/total cost
Google Display reaches
Reaches 92% of all users
Publisher example
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
Placement targeting
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.
Demographic targeting
Reach customers who are likely to be within the demographic groups that you choose.
Demographic groups that you can choose from include:
-parental status
Contextual targeting
-Most common type
-Utilizes keywords related to the products and services you offer.
Topic targeting
-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.
Interest targeting
-Lets advertisers target the user, not the page content.
-User can be looking at anything when your ad appears
Combination targeting
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.

How to optimize campaigns
regularly review the automatic placements report, and add strong performing placements to your managed placement campaigns.
Different types of bid strategies
1. clicks
2. impressions
3. conversions
4. custom
5. display quality score
Display Quality Score
Alternatives to display quality score
What did social media combine to create?
Information and entertainment
5 social media tips
1. Establish Credentials
2. Build credibility
3. Build a tribe
4. Make friends fast
5. Show your work
Establish credentials
-Social media profiles & copy
-don’t be an egg, be human
-fill out everything
Build Credibility
-Do things, tell people
-Post everywhere
Build a tribe
-Audience vs. community (followers vs. posts)
-Convert audience to community
-Engagement rate
Engagement Rate
engagement / reach
Make friends fast
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

Show your work
-do things you like and tell others
-don’t preach, ask
-teach to learn
-create art
-become a documentarian
Social Media Posting and Frequency
5-10 times/week
half-life: 90 minutes

Post: Sundays 0000-0100

Social Media Posting and Frequency
Individuals: 5x/day
Brands: 30x/day
half-life: 18 minutes

Post: Sunday 2200-2300

Social Media Posting and Frequency
Post: Saturday 2100-2300
Social Media Posting and Frequency
Post videos: 2100-0800
Post pics: whenever
Social Media Posting and Frequency
Wednesdays and Thursdays 2-5PM
Difference between audience and community
You can buy likes, but you need to earn your community. Audience are like followers but community is active and present
Why is reporting important?
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
Attribution models
1. Last Click
2. First Click
3. Linear
4. Position-based
5. Time Decay
Last Click
The last touchpoint (or Direct channel)—receives 100% of the credit for the sale
First Click
The first touchpoint would receive 100% of the credit for the sale.
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.
40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions.
Time Decay
The touchpoints closest in time to the sale or conversion get most of the credit.
Calculating KPIs
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.

Revenue per visitor
Revenue ÷ Number of Visitors
Average Order Value
total sales revenue / total number of sales
(Total Revenue – Total Costs) / Total Costs
Conversion Rate
Most common type of way to improve conversion rate
by A/B testing images, headlines, buttons, colors, design, etc.
Time period a user is actively engages with your website, app, etc.
People who have had at least one session within the selected date range. Includes both new and returning users.
Total number of pages viewed. Repeated views of a single pare are counted.
Average session duration
The average length of a session
Bounce Rate
percentage of single-page visits
Percent new sessions
an estimate of the percentage of first time visits
What killed the SEO analyst?
-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.

What more customer data means
Augmented reality
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

Virtual reality
A computer-simulated environment that simulates physical presence. Also referred to as immersive multimedia.

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