Digital Marketing Exam 5-8

Publishers, brands and ad buyers all look to search as the single most important tool...

to drive traffic, sales, revenue and profits

SEO:

Publishers, brands and all content developers must optimize their sites to maximize search engine results & traffic to their sites (Search Engine Optimization)

SEM:

Brands leverage paid search advertising (Search Engine Marketing) to generate exposure and ultimately product sales & services

Why is Search so important & effective?

SEARCH = INTENT $$$

Reasons for Search:

Navigational

Informational

Commercial Investigation

Transactional

Navigational Search:

The user searches for a specific website

ex: subaru website

Informational Search:

The user searches for information on a topic

ex: what is a good car?

Commercial Investigation Search:

The user researches options for a product or service

ex: subaru vs nissan

Transactional Search:

The user searches for a specific product or brand

ex: buy subaru forester

What is the Google Search Page called?

Search engine results page (SERP)

Paid Results:

Businesses pay Google to be here

Organic Results:

Nobody can pay Google to be here

____ have become a big part of SERP formats (Search Engine Results Page)

Shopping and Video

Local Results With Mapping Are Useful

true

What should be the goal of search?

own as much of the SERP with paid (SEM) or organic (SEO)

SEO is the practice of....

increasing the quantity and quality of traffic to your website through organic search engine results.

Search engines try to list the best results first, looking for signals (signs) of:

•Popularity

•Authority

•Relevance

•Trust

•Importance

Whats the goal of search engine optizmation (SEO)?

Goal is to improve a website's ranking with search engine's organic(natural/non-paid) results

Search engine optimization can be broken down into five main areas:

1. A search engine friendly website structure

2. A well-researched list of keywords

3. Content optimized to target those keywords

4. Link popularity

5. User insights (time spent, return visits, etc)

Search Advertising accounts for ____ of all digital ad dollars globally

43%

An updated forecast for search is ____

~$190b expected in 2024

Benefits of Search Advertising:

•Search = Intent (to find, learn more about, purchase, etc)

•Considered the most effective and efficient use of digital marketing dollars

•Strong targeting options (location, demographics, time of day, etc)

•Pay only for actual clicks

•High conversion rates (purchases, bookings, downloads, request for information, etc)

•Easy to measure/analyze/optimize

Challenges of Search Advertising:

1.Highly competitive (rising CPC rates)

2.Click fraud

3.Requires consistent campaign oversight as performance changes

What company holds majority of search engine market share?

Google with 92.31%, followed by Bing (2.61%) and Yahoo(1.64%)

How Search Advertising Works:

•Ad development (includes headline(s), description, URL and "extensions")

•Landing Pages are critical; must provide user with easy access to desired information/products

Examples of search ad extensions:

Call, Location, Consumer Ratings, Reviews, Sitelinks, Previous Visits, Social extensions

Why are search ad extensions important?

Give users more information and reason to click

Landing pages:

•Exists on website or custom designed for search ad

•Clean design (not too busy)

•Extremely relevant to the search (keyword)

•Very visible call(s) to action

•Focused on business and or communication goal

Keyword Selection:

Advertiser selects keywords (search terms) that they will bid on that are most important to finding their target customers

Can Google provide assistance with selection, volume estimates and cost per click based on historical data for keywords?

yes

Google AdWord Match Types:

•Broad

•Broad Modifier

•Exact Match

•Negative Match

Broad Match Type -

broadest, includes misspellings and synonyms

Broad Modifier Match Type -

excludes misspellings but includes plurals, etc

Exact Match Type -

must be exact keywords selected

Negative Match Type -

will not include searches with this word even if other keyword are present that you selected

How does Search Advertising Work?

1.Keyword selection based on desired audience/brand objectives

2.Setting "bids" for CPC (cost per click) as well as overall campaign budget

3.Auction takes place determining which ads are the winning bids based on CPC bid and Quality Score

How does Google determine which ad is shown?

Google looks at two key factors to determine where your ad ranks; your maximum bid and your quality score

How does Google calculate your ad rank?

CPC bid x Quality score

CPC bid:

The maximum bid you specify for your keyword

Quality Score:

metric to determine how relevant and useful your ad is to the user (components are CTR, relevance, and landing page). The higher score the better

Ad Rank (position on page) is rarely based on....

how much you are willing to pay

Search Advertising Analytics:

•Campaigns are measured (click through %, cost per click, conversion %, cost per acquisition) and optimized as needed

•Identify your KPI's (Key Performance Indicators) including ultimate acquisition goal

•Examples: Product sales, Booking flight/rooms, Newsletter sign-ups, App or White Paper downloads, Filling in a form/request for a quote, etc

Social Media usage and reliance has been on....

a dramatic rise

Over ____ worldwide in Feb '25 use social media, and an increase of ____ versus 2017

5 billion; 85%

What is the average time spent per day per person on social media?

almost 2.5 hours

What percentage of people use their mobile devices to access social media?

Over 90%

It is absolutely critical for brands and businesses to leverage....

social media in many ways

benefits of social media marketing:

- brand awareness

- higher conversion rate

- customer satisfaction

- cost-effective

- promoting products/services

- retarget customers

- increase website traffics

- tracking competitors

What are the top social media platforms used by marketers worldwide?

facebook (91%), followed by instagram (78%)

Tik Tok up to ___ in 2024

26%

How many users on facebook?

3 billion monthly active WW users (including 70% of US adult pop 18+)

Features of Facebook:

•Personal Profile Pages (includes tons of info about users that can be leveraged by marketers/advertisers)

•Brand Profile Pages (seeds content, users can "like", comment, share, shop, etc)

•Newsfeed (stream of content users see)

•Reaction Buttons (enables users to express feelings)

•Facebook Video and Facebook Live (can be leveraged by users, brands, influencers to drive engagement)

Facebook Marketing Opportunities & Analytics:

•Advertising

•Shopping & E-Commerce:

•Facebook Analytics:

Advertising on Facebook:

•Highly targeted based on demographic, geographic and behavioral data collected by Facebook

•Ads and sponsored posts can appear on users and/or brand profile pages and within newsfeed sections

•Facebook also offers re-targeting users outside of their own platform

Shopping & E-Commerce on Facebook:

Businesses (small & large) can import their online store directly onto the Facebook platform

Facebook Analytics:

•High degree of details/insights

•Enables strong performance/on-going optimizations

Facebook Advertising Placements:

1. Right hand side of homepage

2. News feed on the homepage

3. news feed on mobile

4. log-out experience (optional)

5. carousel ads

How many users does Youtube have?

2.5 billion Monthly Active Users

What is Youtube number 1 at?

#1 content creation site

#2 social media/sharing site behind Facebook

#2 search site behind Google

As internet speeds improve/video continues to grow YouTube will...

become even more valuable to marketers

Youtube has diverse advertising programs leveraging Google search, data and platform

true

Youtube offers ____ YouTube Channels for small and large businesses

"Branded"

What demographic does Youtube mostly have?

25-34 years old (male = 11.9% and female = 8.8%)

Youtube Ad Formats:

- Skippable video ads

- non skippable video ads

- bumper ads

- overlay ads

- display ads

- sponsored cards

Skippable video ads:

Pros - cheap

Cons - low engagement rate

non skippable video ads:

Pros - high engagement rate

Cons - high abandonment rate

bumper ads:

Pros - grow brand awareness

Cons - limited to 6 seconds

banner and overlay ads:

Pros - cheap exposure

Cons - hard to find target audience

video discovery ads:

Pros - alongside organic search results

Cons - only plays on click

Instagram :

Free photo and video sharing app with 2b active monthly users- owned by FaceBook

Whos instagrams main audience?

Audience skews younger (13-34)

Instragram Features:

- Users upload and share with their followers or select groups of friends

- Users can view, comment and like posts shared by their friends

- Very effective marketing tool for brands, small businesses and Influencers ("creators")

- Data and analytics are excellent and benefit from FaceBook ownership

Instagram Marketing & Ad Programs:

- Your Shop

- Stories

- Instagram Reels

Your Shop:

is a place to sell and share your brand story, where people can browse products and explore collections.

Stories :

Captivate your audience and drive business results with short, fun and immersive videos.

Instagram Reels:

Immersive videos to creatively express your brand story and educate your target audience

Linkedin is a powerful tool to reach....

the B to B Market; 58 Million companies/850 million members

You can reach a qualified audience with first-party targeting and targeting options based on member profile information

true

LinkedIn Marketing and Ad Solutions:

- Sponsored Content: Video Ad, Single Image Ad, Carousel Ad, Job Ad

- Sponsored Messaging: Message Ad, Conversation Ad

- Additional Ad Formats: Dynamic Ad, Text Ad

- Talent Tools: Landing Pages

How much time on mobile forecasted for 2024?

4:31 hours!

Gen Z = 6.5

Which digital platform commands the most ad $$$?

- mobile

- pc

- or connected tv?

mobile

What is most effective in reaching younger demographic?

mobile digital advertising

Younger Segment Shops with Phones: t or f

true

What demo prefers shopping on mobile phones the most?

25-34 with (90%), followed by 18-24 (78%)

Mobile Devices- Core Characteristics:

•Personal (individual data)

•Always Carried (location based)

•Always On (alerts/texts)

•Built-in Payment System (e-commerce)

•Social Media Enablement (super high engagement/expression/access)

•Accurate measurement (tracking and optimization)

•Personal:

Benefits -

•Not shared

•Linked to one specific person

Implication for marketers -

•Valuable personal data used for targeting

•Marketers must respect privacy!

•Always Carried/Always On:

Benefits -

•Never leave without it (keys, wallets.....and phone J)

•Always with their phone throughout the day (and nights!)

•Constant checking messages, posts, etc (every few minutes all day long)

•Almost never turned off

Implication for marketers -

•You can stick with a target customer every step of the marketing journey (think sequential messaging)

•Timely reaching target customers (texts, alerts)

•Location based targeting at critical times for retail businesses!

•Marketers must also be respectful and not intrude at the wrong time (ie: no all hours of the day/night)

•Built in Payment Systems:

Benefits -

•Every phone has a built in payment system (SIM card)

•Examples include Android Pay, Google Wallet, Apple Pay

•Linked directly to credit cards

Implication for marketers/publishers -

•Consumers can pay for products, services and content directly from their phones

•For Publishers/Content Creators: No need to rely only on advertising to generate revenue (enables e-Commerce, e-Subscriptions and Pay-Wall revenue

•Convenience drives revenue (ex: Uber)

•Social Media Enablement:

Benefits -

•Phones have tools (cameras, videos, notepads) that enable spontaneous creative expression

•Mobile apps facilitate timely sharing of experiences with other connections/friends

Implication for marketers -

•Marketers have access to insights/data about how their brands/services are shared

•These insights can be used to optimize marketing campaigns and increase sales

•Can create "viral" campaigns and user generated content (think Influencer Marketing)

•Accurate Measurement:

Benefits -

•Every transaction can be uniquely tracked to that mobile phone number (no need for "cookies")

•Unique "identifier" can also be used for cross-device tracking and measurement (aka- "User Id")

Implication for marketers -

•Because phones are personal, campaign measurement is more accurate and well suited for ROI (return on investment) calculations

•Enables "real-time" tracking and campaign management

Mobile Helps Enable Cross-Device Tracking: t or f

true

Mobile Marketing: Location Targeting

•Research by Social Media Today showed that 88% of consumers who search for a local business on a mobile device, call or visit that business within 24 hours and 70% interact with their device while shopping in-store

•Bluetooth beacon: Exact store locations and discounts

Mobile Marketing: Social Networks

•99% of Facebook users access via mobile device

•57% of Linked-in users access via mobile devices

Which is better and more effective? why? apps or mobile web browsers?

•APPS are typically faster, easier to use and task specific

•APPS also have a more consistent look/feel/appearance regardless of device (web sites MUST use "responsive" design)

Mobile App Usage Continues to Grow: t or f

true

Push Notifications:

•Push notifications let your app send messages to the user even when your app is not active

•The app's icon and a message appear in the status bar

•Push notifications typically rely on permission marketing; users must "opt in" to receive these notifications.

•Notifications need to be optimized to ensure user pays attention

•People want personalized push messages that are relevant to their needs

Mobile Advertising Formats:

- filmstrip

- slider

- adhesion banner

- push

- full page

Mobile Marketing Challenges:

Privacy: These are personal devices, so campaigns need to ask users' permission and assure them of privacy.

Technical: Mobile phones vary widely in screen size, operating systems and browsers, so standardizing websites and campaigns can be a challenge.

Screen size: Small device limits options for creative, user browsing and inputting info

Providing value : Ensuring that brands provide real value to users is big challenge

Creating Scale: With so many apps available, how to drive enough downloads to make a material business contribution?

Whats an influencer?

•Someone with the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience....

OR

•Has a following in a distinct niche, with whom he or she actively engages. The size of the following depends on the size of his/her topic of the niche

With the dramatic rise in social media usage, "Influencers" have become....

powerful voices and tools for marketers