Digital Marketing Final Exam

CPC - answer-cost per click CTR - answer-click through rate SERP - answer-Search Engine Results Page SSL - answer-Secure Sockets Layer CMS - answer-Content Management System PPC - answer-pay per click BR - answer-Bounce rate CRO - answer-Conversion Rate Optimization Conversion rate optimization (CRO) is the practice of increasing the percentage of users who perform a desired action on a website. ROAS - answer-return on ad spend CPM - answer-Cost Per Mille (Thousand) MOM - answer-Month over Month YoY - answer-Year Over Year WoW - answer-Week over Week B2B - answer-business to business B2C - answer-business to consumer Website bounce rate - answer-the percentage of people who land on a page on your website and then leave without clicking on anything else or navigating to other pages on your site Email bounce rate - answer-the rate at which an email was unable to be delivered to a recipient's inbox CTA - answer-call to action CAN-SPAM - answer-Controlling the Assault of Non-Solicited Pornography and Marketing CR - answer-Conversion Rate conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors. A high conversion rateis indicative of successful marketing and web design: It means people want what you're offering, and they're easily able to get it! KPI - answer-Key Performance Indicator ROI - answer-return on investment SEM - answer-Search Engine Marketing SEO - answer-Search Engine Optimization UX - answer-user experience Three primary drivers of search behavior - answer-Informational Transactional Navigational Informational - answer-Keywords should help consumers find content relevant to their search query ex: "local florists" Transactional - answer-Keywords should help consumers find products of services relevant to their search query ex: "next day delivery flowers Navigational - answer-Keywords should help consumers find URLs and pages relevant to their search query ex: "1800flowers" Head vs Tail keyword strategy - answer-Head: more generic, more results Tail: more specific, less results Evolution of search: Search - answer-Origins: Directories Recent Present: Keyword Moving Forward: Rich Semantics and User Experience Evolution of Search: Market Economics - answer-Immature: CPM/Paid Inclusion Closed: CPC Open: CPA/Paid engagement Evolution of Search: Market Advertisers - answer-Immature: Reach Closed: ROI Open: E2E Visibility Evolution of Search: Market Publishers - answer-Immature: Passive Recent Present: Reactive Open: Proactive Evolution of Search: Consumer - answer-Origins: Browse Recent Present: Queries Moving Forward: Task Accomplishment Talking Search: Advertiser - answer-Agency Fees CPA ROI CTR Talking Search: Publisher - answer-SOV Impressions SERP CPC SOV - answer-share of voice Factors of Ad position - answer--Your bid -The quality of your ads and landing page -The Ad Rank thresholds -The competitiveness of an auction -The context of the person's search -The expected impact from your ad extensions and other ad formats ad rank formula - answer-Ad rank = max bid x quality score + expected impact of Ad extensions Quality Score metrics - answer--Keyword CTR (# of clicks/# of impressions) -Ad relevance -Landing page experience Match Types - answer-Exact Phrase Broad Match Types: Exact - answer-Only the exact keywords purchased exist in the search and appear in the exact order specified by the advertiser (least reach) Match Types: Phrase - answer-All keywords exist within the search term and appear in the exact order specified by the advertiser (words can be before or after the phase but not in the middle) Match Types: Broad - answer-All keywords exist in the search term and appear in any order (most reach) Negative Keywords - answer--Remove bad queries -Reduce bad impressions -Increase ROI RFP - answer-Request for Proposal Digital Media Revenue Creation: Branded Display - answer-1. Initial Budget (RFP) 2. Fulfillment 3. Optimization Revenue is realized with fulfillment of initial optimization Digital Media Revenue Creation: Search - answer-1. Account creation 2. Fulfillment - Managed Search 3. Optimization Revenue is realized over time with optimization SEM Optimization Levers - answer--Click through rate -Position -ROI -Click Volume Advertiser Goal: Position - answer--Bid changes -match type (exact, phrase, broad) Advertiser Goal: Click Volume - answer--Keyword Expansion -Match type Advertiser Goal: ROI - answer--Landing page -Targeting -Demographic, geographic, dayparting Advertiser Goal: Click Through Rate - answer--Ad copy -Match Type -Negative Keyword Expansion Ad copy - answer-the words, pictures, messages, and themes contained in an ad. SEO: How do you optimize - answer-1. unique and relevant content 2. Site Structure/Page Theming 3. Link Popularity - Inbound links (quality and quantity) 4. Coding Best Practices (site indexability) Social Media & Marketing - answer-2 way conversation ENGAGEMENT Most Other Media - answer-yelling at customers DISRUPTION Social Strategy Cycle - answer-(Cycle) -Listen -Inspire -Nurture -Prove It Social Strategy Cycle: Listen - answer-Who are our advocates? Where are they talking about us? How do they discuss the brand? Social Strategy Cycle: Inspire - answer-How can we invite brand advocates to participate? How can they inspire others to join? Social Strategy Cycle: Nurture - answer-How can we nurture meaningful relationships and turn brand participants into brand advocates? Social Strategy Cycle: Prove it - answer-Did brand participants step into an advocate role? Did advocates activity invite others to the brand experience? Hub and Spokes Model - answer-The hub is the central point around which your marketing strategy revolves. Spokes, the little satellites that revolve around your hub. Content from spokes should lead toward your Hub. Fixed Display - answer--personal, relationship driven -buying an audience by buying a property -simple ecosystem with agencies, marketers, many ad networks, and a few specialist firms -Value-add through media planning, custom solutions, as ops "hustle" Programmatic Display - answer--automated, programmatic buying, at scale -buying an audience by setting parameters - like buying search -very complex ecosystem with rise of new categories including exchanges, SSP/advisors, DSPs, and data vendors -Value-add through targeting and superior use of data and analytics