Digital Marketing Exam 2

Search Engine

software accessed on the internet to assist a user to search its query on the world wide web

what are the 2 main parts of a search engine

search index and search algorithm

Search Index

a digital library of information about webpages

Search Algorithms

computer programs tasked with matching results from the search index

primary functions of a search engine

crawling, indexing, ranking

Crawling

visits the websites pages and collects the content from the website; data is then converted into an index

Indexing

store and organize content found; once in index, it’s running to be displayed to relevant queries

Ranking

provide pieces of content that are the best answer to searcher’s query ranked on relevancy

Organic Search Results

from search index; cannot pay to be here

Paid Search Results

from advertisers; pay per click model

SEO

the process of growing a website’s organic search traffic, helping you show up and rank higher in a search engine’s organic results

Why SEO?

most people click one of the first few search results, so higher rankings usually lead to more traffic

On page SEO

refers to optimizing web pages to improve a website’s site engine rankings and earn organic traffic

Off page SEO

everything you do off your site to get Google and other search engines to see your website as trustworthy and authoritative

primary metrics for SEO

1. search volume/traffic

2. keyword difficulty

3. search intent

On-page SEO actions

keyword selection, publishing relevant content, optimizing headlines/HTML tags/images

Off-page SEO actions

building backlinks, encouraging branded searches, increasing engagement

Paid Search

works on a pay-per-click model, meaning you do not pay until someone clicks on your ad

compared to other forms of advertising pay per click is…

more measurable and controllable

what are the elements of paid search?

1. keywords

2. ad copy

3. landing pages

factors determining keyword price

competition level

keyword intent

industry

ad quality score

location

seasonality

trends

SEM combines…

PPC and SEO

PC drives __________ traffic for short term promotions, while SEO builds ______ visibility and credibility.

immediate; long term

Quality Score

an algorithm that score each of your ads for relevancy by looking at how closely your Keyword related to your ad and how closely your ad relates to your landing page content.

primary paid search metrics

1. traffic

2. CPC

3. competition

4. relevance

elements of an ideal keyword

high purchase intent, high volume, low competition

benefits of SEO

no CPC, long term ROI, sustainable ongoing traffic, organic search

benefits of PPC

measurable and controllable spend; instant visibility and traffic; targeted keywords

Ad Rank

a score that decides which ad appears and their position on the search results page

Bid Amount

the max amount an advertiser is willing to pay per click for their ad

Minimum charge

the lowest amount required to win a spot in the ad auction (based on competition and quality score)

Manual CPC

set your own bid amounts for each click

best used for: advertisers who want full control over bids

Enhanced CPC

automatically adjusts manual bids to increase conversions

best used for: advertisers who want some automation while maintaining control

benefits of second price bidding system

encourage honest bidding, prevents overpaying, promotes fair competition, optimizes advertiser spend

Second Price Auction

in general, the winning advertiser pay the amount of ad rank of the next lowest bidder divided by their own quality score, not their own bid

Digital Analytics

set of tools for tracking how users interact with our digital marketing; refers to data collected by online tracking tools and the data analysis from all digital channels

Web Analytics

way to track and measure online user behavior so that we can optimize the conversion and results we are seeking including 2 functions: analysis and implementation

Using digital analytics, we can measure many different aspects of the funnel including:

track online behavior

use data to reach and influence customers

analysis functions include

• creating and maintaining reports and dashboards

• identify traffic and conversion trends

• provide optimization, revenue opportunities, and lost opportunity analysis

• implementation function for reporting and tracking

Google Analytics

specific web and app analytics tool provided by Google to track and report website and app performance

KPIs

traffic, conversion, revenue per conversion, lead generation

Sessions

a group of events recorded for a user in a given time period; refers to a number of times any user visits your websites

conversion

an action that’s counted when someone interacts with your ad or free product listing and then takes an action

leads

any individual or organization within your marketing reach who has interacted with your brand way or has potential to become a future customer

a lower conversion rate might be because of…

• poor audience selection

• poor messaging on website

• technical glitch