Digital Marketing Exam 2

Editorial Links

The links given spontaneously by another webmaster because they like the content. Pure endorsement

Manual links

Through direct efforts like submitting to directories

Manufactured links

Should be avoided as they usually do not have the approval of other websites. It is less valuable from a ranking standpoint. 

No-follower links 

Tells search engines to not follow links on this page 

No-opener links

About security and performance. Similar to nofollow

No-referrer links

Prevents other pages from seeing the traffic that came from a click on your link

Backlink 

Links from external sources pointing to that webpage 

What makes a link profile strong?

Relevant, diverse links with natural anchor text.

What are SEO popularity metrics?

quantifiable data points used to measure the effectiveness of search engine optimization efforts.

Number and diversity of backlinks 

The best content will attract the most links and diversity of websites having backlinks to your webpage increases the likelihood of impressions. 

Link Freshness

high quality websites continually post new, exciting content that generates new links

Link Neighborhood

High quality websites tend to generate links from other high quality websites.

Anchor Text 

The visible characters and words that hyperlinks display when linking another document or location on the web 

Social Sharing

Social media data does not factor prominently in its rankings, but social sharing can indirectly affect ranking dramatically by being the source of people discovering your website, which may lead to links. 

Link bait

providing valuable content on your website so that other websites will naturally reference/link to it without you ever having to ask.

Type of content that perform well for SEO

Blog post, long form article, photo gallery, information-rich list, interactive tool, multi-page guide

Pay per click (PPC) 

Search engines charge advertisers each time their ad is clicked. 

Advantages of PPC model

Advertisers don’t have to pay for their ad to show up in the sponsored section of search results

Exact match type

Ads show on searches that are the same meaning as your keyword

Broad match type 

Ads show on searches that relate to your keyword 

Phrase match type

Ads show on searches that include the meaning of your keyword.

Negative keywords

Instruct the search engine where not to display an ad

Google keyword planner

helps users discover new keywords, research their search volume, and estimate costs for their advertising campaigns. 

Keyword selection: Geography

Allows to include geography-specific information in the ad itself

Keyword selection: Device Type

Search ads adapted to the type of device as search and purchase behavior differ based on device.

Keyword selection: Timing 

Based on the time of the day and day of the week 

Keyword selection: Language

Segmenting based on the language can be an effective strategy

Elements of ad copywriting

Final URL, headlines, display path, description, ad extension

Keyword relevance 

Ads tend to perform better when the keyword being searched is in the ad 

Unique value proposition

Single thing that sets the site apart from the competition

Obvious call to action

It is the last nudge that makes the searcher click on the ad and take an action. 

Search Ad types

Dynamic, shopping, remarking, call-only, etc.

Dynamic search ads

Google will pull information about the advertisers products from its websites and show the advertisers ads on search

Remarking lists for Search ads

Allow advertisers to create an ad campaigns specifically for searchers who have previously visited their website 

Click Through Rate 

It is the percentage of impressions that yield a click 

Cost per click

Average cost that the advertisers pay per one click by the searcher 

Return on ad spend

Total profit/total ad spend

cost per acquisition 

Determines how much it costs on average to reach a site;s desired conversion

Components of Social Media Marketing 

Posting content, paid ads, reputation management 

Posting content

Creating new customers, increasing customer loyalty, SEO

Reputation Management- Social listening

30,000 foot view technique that summarizes all the social media data about a brand or on a topic to get a general sense of the conversation. 

Reputation Management: Social monitoring

goes into the details and examines specific comments about a company and respond to them.

Campaign planning steps 

Set objectives, choose platforms, plan content, promote content, measure success

Original Content 

Content created by the company 

User generated content

content created by the user

Co-created content

Two brands work together to create a content

Curated content 

posting content created entirely by someone else

Utilitarian value

functional and practical benefits a product provides to a customer.

Hedonic Value

uses emotional connections, sensory appeal and psychological fulfillment to create a pleasant and fun experience for customers.

Owned Media 

Any content which is owned, controlled, and unique to one brand 

Earned media

Any publicity a company receives from unpaid promotional efforts

Paid media

Company pays for the distribution of its advertising content

Owned Media examples

Website, social media profiles, email marketing 

Earned media examples

Social media sharing, direct traffic, SEO, press coverage 

Paid media examples

Social media advertising, paid search marketing, display advertising, affiliate marketing

Measuring Reach

Total number of subscribers, followers, impressions, views

Measuring engagement 

Likes, shares, comments

Measuring Loyalty

Conversions, purchase frequency

Social Listening measure

Volume, sentiment, topic trends

Benefits of Social Media advertising

Cost efficient, reach, targeting precision, increased web traffic and conversions 

CPM

Cost per 1000 impressions

Targeting techniques

Demographics, interests/behaviors, lookalike audiences, retargeting

Ad funnel

Awareness, interest/desire, action 

Facebook conversion tracking

Facebook tracks liked pages, ad interactions, ad hovers, installed apps, log-ins