Studied by 12 people
Off-Site SEO, Paid Search Marketing, Display Advertising, Email Marketing
What is the goal of search engines?
Provide relevant and high-quality results to search queries
What does SEO stand for?
Search Engine Optimization
What is On-site SEO?
formatting content on the website to maximize its chances of ranking for all desired searches
What is Off-site SEO?
Creation and dissemination of content on a website to build quality backlinks to the site
What is a backlink?
A link on any other website that links back to the site.
What are the types of links?
natural outbound links
paid links
internal links
What are natural outbound links?
The link that is relevant and fits naturally into the article and the citation is used for the reader’s reference
**Search Engines favor these (Considered as endorsements, if not then use ‘no follow’)
What are paid links?
typically ads and are considered not natural
if an endorsed link use ‘no follow’
What is a no follow attribute?
No follow links are links that search engines do not use to determine their ranking, typically endorsements or advertisements.
What are internal links?
links within the site that help to improve navigation and user experience. Search Engines use these to find new content and to determine search engine ranking.
Popularity Metrics
Number of backlinks (More links, the more endorsements)
Backlinks from related/relevant website (expertise matters, High Quality)
Anchor text (relevant keywords increase endorsements
Link Neighborhood (links to and from reputable websites)
Link freshness
Link Diversity (number of unique linking root domains)
Social Sharing
What is a link profile?
list of backlinks of a webpage
*Like an endorsement, want many and good quality (DIVERSITY)
What are the types of Earned Links
editorial links
manual Links
manufactured links
What are editorial links?
pure endorsements
What are some benefits of editorial links?
extremely valuable, but always difficult
Create high-quality, linkable content
Visual content, expertise, videos, press release
Network and Outreach
Provide embedded code for visual content, do some networking, follow up, investigate the competition
What are manual links?
links earned through direct efforts and require third party to sign off
What are some benefits of manual links
more reliable and easier to acquire
What are some concerns with manual links?
do less in improving ranks
Require caution (high number of low quality links)
Submitting to directories, local business profiles, social bookmarking sites, social networking sites, asking for links, trading links, guest blogging
What are manufactured links?
manufactured by the webmaster without third party approval
What are some concerns with manufactured links?
low quality (best avoided)
penalized
blog comments, forum signatures, free article directories, creation of secondary site
What is content marketing?
creating media content that entices and engages potential customers and has a commercial benefit for the publisher
What are some key traits of content marketing?
benefits can be direct or indirect
sufficient appeal that users want to read, watch, or listen independent to the commercial connection
create content that people are searching for (Entertaining or Useful)
What is the distribution of Content Marketing?
SEO
Social Sharing
Paid
What are the 5 key take aways from the article, “Companies in regulated industries can also do digital marketing?
get executives to buy in
set up the right processes + resources
partner with the legal department
be patient
have a strategy for sharing content, not just creating it
What are the factors affecting marketing trends and responses found in the article, “Insights on the Top Marketing Trends for 2021?”
internal factors (production + finance)
External factors
1) Economy (expansion, peak, contraction)
2) Competition (can influence: trends + strategies)
3) Demographics (age, gender, race, ethnicity)
4) Sociocultural (social class, religion, business practices)
What are the top marketing trends in 2021 according to the article, “Insights on the top marketing trends for 2021?”
defining + highlighting purpose
achieving agility
making human connections
building trust
strengthening customer participation
establishing innovative partnerships
transforming talent
a lesson for all
What are the key points and their examples in the article, “5 classic examples of how not to do digital marketing?”
Misplaces messaging
Ill participation
Distasteful timing
Poor Judgement
Insensitivity + Isolation
What is the example of misplaced messaging found in the article, “5 classic examples of how not to do digital marketing”?
BIC’s “act like a lady think like a man”
→ deemed thoughtless and discriminatory
What is the example of ill participation found in the article, “5 classic examples of how not to do digital marketing”?
McDonald’s Rick & Morty Sauce
→underestimated popularity and ran out of product
What is the example of distasteful timing found in the article, “5 classic examples of how not to do digital marketing”?
Cinnabon with Carrie Fisher tribute
→felt cheap tacky & distasteful
What is the example of poor judgement found in the article, “5 classic examples of how not to do digital marketing”?
Lunya with product related to the handsmaid tale
→controversial themes of slavery and oppression
What is the example of insensitivity + isolation found in the article, “5 classic examples of how not to do digital marketing”?
GBK “Vegetarian Resistance is futile”
→lack of sincere apology +. insulted consumers with their campaigns
According to the article, “9 best practices to generate backlinks to your website”, what are the 9 practices recommended?
allow others to credit their work for you (portfolios)
develop shareable content (Pinterest)
Backlink from your own website (countdown posts)
Write more guest posts (short blog biographies = great for backlinks)
Network online (LinkedIn + Facebook)
Get creative (sparingly link website to social media platforms)
Collaborate on creative projects (podcasts)
Stick to your niche
Conduct interviews + be interviewed
What is Pay-Per-Click (PPC) Advertising?
search engines charge advertisers each time the ad is clicked, which means that they don’t have to pay for their ads to show up in the sponsored search section
What are some advantages of Pay-Per-Click Advertising?
More new website traffic than any other online advertising method
enables precise targeting of ready-to-purchase customers
obtain precise measurements of searchers who purchased from their website after clicking on the search ad
How do you choose search targets?
search phase
other characteristics (searcher’s location, device, time of day, etc.)
What are the types of keyword selection?
exact match
phrase match
modified broad match
broad match
What is an exact match?
exact match and close variants (misspellings, abbreviations, and synonyms)
[Keyword]
What is phrase match?
keyword, close variants, and other terms with similar meanings
“Keyword”
What is a modified broad match?
earlier version of the phase match
+Keyword
What is a broad match?
earlier version of the phrase match without any modifying characters
What are negative keywords?
instructs the search engine where not to display an ad
What are some other selection factors?
geography
device type
timing
language
What are strategy for keyword research?
searching for yourself
competitive research (SpyFu.com, SEMRush.com, and KeywordSpy.com)
Google Keyword Planner (Searcher intent, AVG. Monthly Searches, Level of Competition, Suggested Bid)
Free but imprecise
branded keywords (run experiment if unsure
What are the 5 elements of a Paid Ad?
Final URL
Headlines
Display Path
Description
Ad Extensions
What are some examples of Ad Extensions?
location extensions
offer extensions
shopping star reviews
Reservation
Call extensions
What are some other types of PPC Ads?
shopping ads
google map ads
Call-only ads
dynamic search ads
remarketing lists for search ads
Shopping Ads
displays product images and prices instead of just text
Google Map Ads
text displayed when someone is searching on Google Maps
Call Only Ads
makes the phone number the main content of the ad and charges per phone call
Dynamic Search Ads
google pulls info about the advertiser’s products from its websites, enough budget to experiment and a large volume of search ads
enough budget to experiment and a large number of search ads
Remarketing Lists for Search Ads
allows advertisers to create ad campaigns specifically for searchers who have previously visited their website
What are the key traits of an effective ad copy?
keywords for relevence
Unique value proposition
call to action (CTA)
What is keywords for relevence
Relevent keywordfs in the ad (bolded for more attention
Unique value proposition (UVP)
single thing that sets the site apart from the competition
What is the call to action?
a final nudge to earn a click
What is an Ad Rank?
a value that’s used to determine where ads are shown on a page relative to other ads and whether your ads will show at all
What are the 2 major elements that affect ad rank?
Bid amount
quality score
What impacts the quality score?
expected Click-Through Rate (CTR)
Ad relevance
landing page experience
Expected click through rate
well written ads generate more clicks and are rewarded with better ad positions
Ad Relevance
relevance through the presence of keywords in the ad and on the landing page
Landing Page experience
good landing pages decreases bounce
What are the bidding methods?
Cost per Click (CPC)
Cost per Acquisition/Action (CPA)
Automated
What is the formula to calculate Ad rank?
Bid Amount x Quality score
Impressions
each appearance of an ad (the search engine results page)
Clicks
each click of an ad from the search engine results page
Click-through rate (CTR)
percentage of impressions that yield a click
Cost per Click (CPC)
average cost per click
Cost
Clicks x CPC
Can be used to set a daily budget
Conversions
(Profit per Sale) x (Total Number of Conversions)
Conversion Rate
Percentage of visitors who convert
Return on Advertising Spending (ROAS)
(Total Profit / Total Ad Spend) X 100
Cost Per Action (CPA)
(Total Adspend)/(Total Number of Conversions)
What can negatively impact Mobile Performance?
Poor Mobile Optimization
Low Purchase intent
Alternate mobile conversions: May be profitable even when they yield a conversion rate of 0%
What is a display network?
a group of online publishers that agree to set advertising standards dictated by the company managing the ad network
dictates ad size
coordinates which ads are displayed when and where
collects payment from advertisers and pays publishers their portion
reports the ad performance metrics to advertisers
What do publishers do in a display network?
websites must fit specifications of ad network
incorporate code that helps in loading ads
publishers get paid a % of the revenue the ad network changes
must join the ad network in order to get access to ads
What do advertisers do in a display network?
create & upload ads that meet ad network’s specification
manage ad budgets on the display ad platform
set parameters- type of internet users and websites
receive reports on where their ads are displayed
earn traffic to their websites
What are the benefits of an advertiser in a display network?
gain revenue from traffic
only has to coordinate the ads with one ad network
What are the benefits of a publisher in a display network?
revenue from ads displayed
only has to coordinate the ads with one ad network
What is the benefit of being a display network?
gains revenue from charging advertisers
What is the dual problem related to paying for ads?
Who gets to advertise where?
How much should they pay for those ads?
T/F They go through a bidding system when it comes to paying for ads
True
What are the methods used in paying for advertisements
Cost per Click
Cost per Action
Cost per millie or thousand impressions
What is an example of CPM?
If you pay $2 every 1000 impression. If the ad is shown 10,000 times, the advertiser owes $20
What is an example of CPA?
If there is a $10 CPA and the ad leads to 100 conversions, the advertiser then owes $1000
What is another formula for CPA?
CPA= CPM/ (1000xCTRxCR)
CPA= (total cost / total # of clicks) / (total conversion / total clicks)
CPA = CPC / CR
What is the formula for CPC?
CPC= CPM/ (1000*CTR)
What does it mean to target the right audience?
show ads to the right people at the right time and in the right context
What are the targeting methods
demographics
audience segments
keywords (pages that use specific keywords)
topics (pages with relevant information)
placement (where the ad is displayed on a page)
How can the audience segments be split into different targeting strategies?
based on target’s interest and habits → direct or indirect relation to product category
in market audiences and life targeting
retargeting or remarketing
custom → combination of segments
Retargeting
everyone who has visited any page of the advertiser’s site
anyone that has visited only the advertiser’s homepage
visitors that did not make a purchase
visitors that added an item to the shopping cart
customers that made a previous purchases that they advertiser would like to up-sell or cross-sell
Visitors that have been to the advertiser’s with a specific period of time.
What are fat finger ad clicks?
accidental clicks on display ads
high bounce rate and low conversion rate
If mobile display ads are unprofitable then:
discontinue display ads on mobile devices
adjust the bid amount
check for cross-device conversions
What should Effective display ads do
attract attention
communicate a value proposition
invite action
How can you optimize banner ads?
create different versions of the ads
randomize exposure across the ad network
compare the results to assess effectiveness
What are some ways to stay consistent within messaging?
tout the same value propositions
use similar CTA
Enact the same design elements (color scheme, characters, fonts, imagery, etc.)
What are the types of ways emails can be captured?
obtain and cultivate a list of email addresses
Opt-in vs. Opt-out
Double opt-in vs. Single opt-in
Incentivization
Which method is preferable: Opt. in or Opt. out?
Opt in.
May have less consumers than opt out but these consumers are more likely to actually read the email and engage with it.
What are some tools that can help you manage multiple email addresses?
Constant Contact, Mailchimp, Vertical Response (3rd party platforms)
What is the goal of online retail email content?
Generate additional purchases
![<p>exact match and close variants (misspellings, abbreviations, and synonyms) </p><p>[Keyword]</p>](https://knowt-user-attachments.s3.amazonaws.com/7fc9cccd-9407-4e6d-88ff-7b25d819ee1f.jpeg)
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