Digital Marketing Exam 2

Inernal Link

A link from one page on your website to another page on the same website

Outbound Link

A link from your website to a page on another website

Backlink

A link from another website to your website

Affiliate Link

A link where the publisher may earn a commission if the user completes a purchase or another action

How Do We Evaluate Backlinks

Google Search Console and Third Party SEO Tools

Off-site visibility

how often and how prominently a brand appears on websites and platforms outside its own website, including when AI tools answer users’ questions.

Examples of off-site visibility

• A news article mentioning a brand.

• A customer review on a third-party website.

• A backlink from a respected website.

• A brand being recommended in an AI-generated answer.

• A business being discussed in industry blogs or comparison articles

Where marketers spend energy

paid search

where most clicks go

organic results

Share of model

measures how often a brand appears or is recommended in AI-generated responses compared with competing brands for a defined set of relevant questions or prompts

ultimate objective of SEO

attract relevant, qualified organic traffic that helps achieve business goals.

Broad match

ads may show on searches that relate to your keyboard

Phrase match

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

Exact match

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

Ad rank

the value Google Ads uses to determine whether an ad is eligible to appear and where it appears relative to other ads

factors impacting Ad Rank

• The bid amount

• The quality of the ad and the landing page

• The content of the person’s search

• The expected impact from your ad extensions and other ad formats

Ad rank formula

Max CPC * Quality Score

Bid auction process

Max CPC ≠ Actual CPC

Your Bid (Max CPC)

Set up a daily budget

Watch for Click Fraud

CTR Formula

clicks/impressions x 100

CPC Formula

total ad costs/clicks

CVR (Conversion rate) formula

conversions/clicks x 100

CPA (Cost per conversion) formula

total ad costs/conversions

Return on ad spend (ROAS) formula

revenue from ads/ad cost

CPM

ad costs/impressions x 100

Cost per click (CPC)

You pay when someone clicks your ad

Cost per thousand impressions (CPM)

You pay based on how many times your ad is shown

Cost Per Acquisition/Action (CPA)

You measure or optimize toward the cost of a desired conversion.

conversions formula

clicks x conversion rate

Models for a display ad

CPC, CPM, and CPA

Remarketing

digital advertising strategy that reaches people who have previously interacted with a business, website, app, or product.

benefits of email marketing campaigns.

• easy to personalize

• precise targeting

• high return on investment

• measurable outcomes

Components of an email

• email list

• subject line

• email copy

• clear CTAs

• unsubscribe link

• postal address

Types of emails

• Welcome & Onboarding

• Announcement & Newsletter

• Policy Updates

• Transactional

• Triggered

Regulations targeting mail marketing

• CASL

• CAN-SPAM

• GDPR