Summary of the business lab online marketing of the MSc business administration at the UvA. It contains the slides, study notes, and articles. Also each week has its own practice questions. Quite a complete summary.
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Overview..............................................................................................................................................................3
Week 1 - Search Engine Optimization......................................................................................................................4
1.1 Slides..............................................................................................................................................................4
Importance of Search Engines..........................................................................................................................4
Search Engine Optimization (SEO)....................................................................................................................4
Steps of SEO.....................................................................................................................................................5
SEO Metrics and Tools......................................................................................................................................7
1.2 Study notes 1.................................................................................................................................................9
1.3 Mini assignments insights............................................................................................................................14
1.4 Practice questions........................................................................................................................................15
Week 2 - Search Engine Advertising.......................................................................................................................17
2.1 Slides............................................................................................................................................................17
Organic Versus Paid Advertising.....................................................................................................................17
Understanding Google Ads.............................................................................................................................18
Optimizing Ads...............................................................................................................................................20
Campaign in Google Ads................................................................................................................................22
2.2 Study notes 2...............................................................................................................................................25
2.3 SEM Impact CTR...........................................................................................................................................29
Summary........................................................................................................................................................29
Article.............................................................................................................................................................29
2.3 Mini assignments insights............................................................................................................................31
Example..........................................................................................................................................................31
Practice 1........................................................................................................................................................33
Practice 2........................................................................................................................................................34
2.4 Practice questions........................................................................................................................................35
Week 3 - – Display Advertising & Google Analytics................................................................................................37
3.1 slides............................................................................................................................................................37
Display Advertising.........................................................................................................................................37
Types of Display Ads.......................................................................................................................................38
Methods of Targeting.....................................................................................................................................38
1
, Bidding and Auction.......................................................................................................................................39
Google Analytics.............................................................................................................................................40
GA – Advanced...............................................................................................................................................42
Attribution Models.........................................................................................................................................42
3.2 Study notes 3...............................................................................................................................................44
3.3 Google analytics user guide..........................................................................................................................49
3.4 JPL attribution measurement.......................................................................................................................50
3.5 Practice questions........................................................................................................................................53
Week 4 - Social Media Marketing & Influencer Marketing....................................................................................55
4.1 Slides............................................................................................................................................................55
Running & Monitoring Campaign...................................................................................................................55
Social Media Facebook...................................................................................................................................58
Facebook Analytics.........................................................................................................................................58
Instagram Marketing......................................................................................................................................58
Influencer Marketing......................................................................................................................................60
4.2 Influencer report 2020.................................................................................................................................62
4.3 Instagram for business in 2018....................................................................................................................65
4.4 Practice questions........................................................................................................................................67
Week 5 - Online Brand Monitoring........................................................................................................................68
5.1 Slides............................................................................................................................................................68
What is OBM..................................................................................................................................................68
OBM Importance............................................................................................................................................69
OBM Analytics................................................................................................................................................69
OBM Tools......................................................................................................................................................70
5.2 Social media monitoring strategy.................................................................................................................71
5.3 Practice questions........................................................................................................................................73
Week 6 - User Generated Content Analysis...........................................................................................................74
6.1 Slides............................................................................................................................................................74
Sentiment Analysis.........................................................................................................................................74
Sentiment Analysis Mechanism.....................................................................................................................74
Beyond Sentiment Analysis............................................................................................................................75
Sentiment Analysis Tools................................................................................................................................75
6.2 Study notes 4...............................................................................................................................................77
6.3 Lexalytics WP sentiment extraction.............................................................................................................81
6.4 Practice questions........................................................................................................................................82
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,Overview
Week
What’s it about
1
Search Engine Optimization
Importance of search engines
Search Engine Optimization
SEO Optimization techniques
SEO Tools
2
Search Engine Advertising
Ogranic vs Paid Search
SEO/Google Adwords
Quality Score/ AD rank
Google Ad Auction & Bidding
Campaign Structure
Google Ad Campaign
Ads and Adgroups
Ads Optimization
3
Display Advertising & Google Analytics
Google Display Network
Different types of Targeting
Google Remarketing
Demo of Google analytics
Attribution Model
4
Social Media Marketing & Influencer Marketing
Social Media Marketing trends
Facebook as a Marketing platform
Instagram as a Marketing platform
Influencer Marketing
Tools for influencer analysis
5
Online Brand Monitoring
Monitoring & measuring the buzz about your brand on social media
Social Media Intelligence
Social Media Monitoring & planning tools
Workshop on WebScraping/ OBM tools
6
User Generated Content Analysis
Basics of Text analysis
Theme, Category & Entity analysis
Sentiment analysis tool & techniques
3
, Week 1 - Search Engine Optimization
1.1 Slides
Importance of Search Engines
Google is by far the biggest Search Engine in the world. Six factors contribute to Google Search:
1. Volume of searches increases: the amount of searches
2. Growth in search volume increases as well: Google doesn’t provide actual search volume data. It is
estimated that beyond 2016 it is roughly processing two trillion + queries per year. On an average there is a
10% growth in volume YoY.
3. Search accessibility: 50% of the world population has access to internet
4. Time Spent on Google: Not only internet is becoming accessible, we are also spending more time on Google
Searches. Not only number of people that search is increasing (Unique Visitors), but also what they are
searching for is getting more unique (Unique Searches).
5. Importance of Search in Shopping behavior : search is used in shopping for inspiration, research, purchase
and post-purchase.
6. Role of Search in Website traffic: roughly 30% of traffic to websites comes via search engines.
Google Search Engine is a great opportunity for Marketers to use for advertising, because: Google Search is an
integral part of life, We are spending more time on Google Search, Increase in search volume + growth,
Integration of search in shopping behavior, Search contribution in website traffic.
Search Engine Marketing = SEO + SEA
Search Engine Optimization (SEO) = Organic: How do I make my website relevant for the searched keyword?
Search Engine Advertising (SEA) = Paid: How can be at the top of the page when someone searches for
specific keywords e.g. Sushi in Amsterdam. Also called PPC advertising!
Search Engine Results Page (SERP)
Importance of SEO
For online retailers its pertinent to be in the first 5 results to get any relevant traffic to their websites. CTR
decreases significantly when website position in SERP decreases. Therefore SEO is a necessity for any company.
Search Engine Optimization (SEO)
How does Google Search work? Search engines have one objective to provide you with the most relevant results
possible in relation to your search query:
Crawling: Scanning all the webpages in the network of internet;
Indexing: Adding the webpages to a database, similar to creating a dictionary;
Ranking: Google uses its own algorithm to determine the order of the page results based on about 200
factors.
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