ch.17 marketing

Trends in the digital ad landscape

AI, shift toward privacy-first advertising, short-form video and audio

Google Analytics

a free web analytics service that tracks and reports on website and app traffic, providing data on user behavior, device usage, and traffic sources

UTM- Tagging (out friendly contest)

a method of adding short text codes, called UTM parameters, to URLs to accurately track the performance of online marketing campaigns. For a friendly contest, UTM tags are vital for determining which platforms, posts, or individuals are driving the most traffic and sign-ups, allowing you to establish a clear leaderboard and measure the success of different promotional efforts

Native ads

Advertising or other brand-produced online content that looks in form and function like the other natural content surrounding it on a web or social media platform

Digital metrics

quantifiable data points used to track the performance of online marketing campaigns. (ROI, conversion rates)

Vanity metrics

metrics that may look impressive, but are not actionable because they are not tied to business outcomes.

Advantages of broad vs. niche targeting

• Broad targeting casts a wide net to reach a large audience for brand awareness

• Niche targeting focuses on a specific, smaller group to achieve higher engagement, loyalty, and conversions

Organic search (SEO) - how to rank highly in organic searches

1. Links back to your website from relevant, trusted website (called a "backlink")

2. Content on your website (particularly your use of keywords on your website)

3. RankBrain: Google's AI-powered feature that uses signals about the searcher to infer intent

Paid Search Ads

a type of digital marketing where companies pay to place their ads on search engine results pages

AI's role in search and zero click searches