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Professional Development > Articulation > Flashcards

Articulation Flashcards

1
Q

What year was Google founded, and by whom?

A

Google was founded by Larry Page and Sergey Prin while they were students at Stanford.

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2
Q

What is Google Ads?

A

Google Ads is Google’s advertising platform in which advertisers can utilise 5 different channels to generate leads, sales and build brand awareness.

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3
Q

What are the 5 different types of Google Ads?

A
  1. Search
  2. Display
  3. Shopping
  4. Video
  5. Mobile
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4
Q

What is EPC and how do you calculate it?

A

EPC stands for earnings per click. It’s the commission earned divided by the amount of clicks it took to earn the commission. Example is $10 commission for 100 clicks = $10/100 = $.10 EPC

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5
Q

What is a metric in digital marketing?

A

It’s a mathematical value used by marketers to measure performance and results.

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6
Q

What year was Google founded, and by whom?

A

Google was founded in 1998 by Larry Page and Sergey Prin while they were students at Stanford.

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7
Q

What are the three types of online searchers?

A
  1. Informational searchers - (TOFU)
  2. Comparison searchers - (MOFU)
  3. Buyers - (BOFU)
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8
Q

What are the the different keyword match types?

A
  1. Broad Match
  2. Broad Match Modified
  3. Phrase Match
  4. Exact Match
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9
Q

What are the three types of PPC strategies?

A
  1. Maximiser - Fixed budget accounts that demand efficiency.
  2. Frontrunner - In first place on their own and their competitor’s keywords. Very expensive. Usually for giants & branding
  3. Profiteer - Focused on maximising the profitability of the campaigns more so than efficiency. Budget increases with profit.
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10
Q

What is the difference between features and benefits?

A

Features describe what your product or service does.

Benefits are the emotional payoffs that your customer gets from using your product or service.

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11
Q

What are the 5 steps to writing effective ad copy from scratch?

A
  1. Define the product/service.
  2. Define the target avatars
  3. List all the details, features and benefits of the product/service.
  4. Craft copy & imagery
  5. Proof copy & imagery
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12
Q

What is the Swiss Army Knife Formula, and how is it used?

A

Swiss Army Knife Formula is a 17 - Point strategy for creating and testing Ad Copy based off of emotional and auditory, kinestethic and visual triggers.

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13
Q

What’s the golden rule of remarketing ads?

A

Don’t be creepy. Never draw attention to the fact that you’re remarketing to people. Invite them to take the next action step with you without mentioning any previous steps they’ve taken.

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14
Q

What is the remarketing grid?

A

It’s a tool that allows you to visually map out and understand how your remarketing strategy will work.

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15
Q

What are the 8 types of landing pages?

A
  1. Basic lead gen landing page
  2. Saas/software landing page
  3. Click-through landing page
  4. Lead magnet landing page
  5. Regular waitlist landing page
  6. Chatbot landing page
  7. Smoke test landing page
  8. Multi-step landing page
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16
Q

What’s a basic lead gen landing page?

A

The most common type of landing page that usually includes a form with the fields of name, email, and phone number where the end goal/sale is usually finished offline over the phone or email.

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17
Q

What’s a SAAS landing page?

A

Specifically designed to drive trials and demos for software companies where human involvement is usually not necessary.

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18
Q

What’s a click-through landing page?

A

Usually doesn’t have any lead form on it, but just a button that the marketer users to drive traffic from the landing page. The landing page’s goal in this situation is to “pre-frame” the visitor. Usually used for eCommerce stores to highlight a single product.

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19
Q

What’s a lead magnet landing page?

A

Type of landing page marketer’s will use when it doesn’t involve their core offer/CTA. This will be used for top to mid-funnel marketing. Offers include ebooks, whitepapers, quizzes, webinars etc. Usually doesn’t include a complex form but does include an email address.

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20
Q

What’s a regular waitlist landing page?

A

Focused around the future launch of a product or service and most likely has an email field and maybe even a name field to alert the converter of the future release.

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21
Q

What’s a chatbot landing page?

A

Acts like an in-store salesperson who works around the logic to communicate with you.

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22
Q

What’s a smoke-test landing page?

A

All smoke and mirrors. The landing page looks like it’s promoting an offer/product/service - but in reality - it’s an illusion.
The offer hasn’t been built yet, so the goal is to gauge desire.

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23
Q

What’s a multi-step landing page?

A

Also known as the Breadcrumb Technique, a multi-step landing page works in tandem with lead generation and SaaS landing pages as well. The premise is that you get the visitor to fill out some preliminary fields that allow them to stay anonymous.
And the last step then asks them for their name, email, and phone number.

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24
Q

What are the 6 different names for landing pages?

A
  1. Landing Page
  2. Squeeze page
  3. Lander
  4. Destination page
  5. Lead capture page
  6. Static page
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25
Q

What is a landing page?

A

It’s a single web page that isolates the visitor to focus on the goal the creator of the landing page has made.

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26
Q

What’s a landing page in laymen’s terms?

A

It’s a web page that has been structured in a specific way to maximise the number of leads you receive from the traffic that’s sent to it.

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27
Q

What’s the PPC success equation?

A

Traffic + Conversion + Sale = Success

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28
Q

What’s the CPA commission equation?

A

Traffic + Conversion = Commission

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29
Q

What’s the CPA success equation?

A

Commission > Cost = Profit

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30
Q

What’s a hypothesis?

A

A hypothesis is a proposed explanation based on the basis of limited evidence.

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31
Q

What’s the difference between a hypothesis and a theory?

A

A theory is tested and well substantiated explanation, where as a hypothesis is a proposed explanation based no limited evidence which hasn’t been tested yet.

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32
Q

What’s meant by generating hypothesis in marketing?

A

It’s proposing an explanation or opinion based on what you think the data is telling you.

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33
Q

What is the Google Display Network?

A

It’s a network of sites that run Google ads as banner ads through placements on their sites. Currently around 2 million sites. Can target 90% of the internet.

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34
Q

What’s the best approach when using the GDN as a front-end channel?

A

The best approach is “interruption marketing”.

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35
Q

What are the 5 benefits of advertising on the GDN?

A
  1. Target 90% of internet users.
  2. Target specific groups with specific interests.
  3. Use more creativity.
  4. Reach app users.
  5. If good at GDN can generate stunning ROI.
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36
Q

What is ROI & how is it calculated?

A

Net profit - Cost / Cost = ROI

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37
Q

What is a good ROI for digital marketing?

A

400% to 600%

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38
Q

What is CPC bidding on the GDN?

A
  1. This is manual bidding. You set the max amount you’re willing to pay per click and Google will charge you each time someone clicks on your ad.
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39
Q

What is CPM targeting on the GDN?

A

You pay every time you receive 1,000 impressions. This is great for brand awareness.

40
Q

What is CPA targeting on the GDN?

A

Cost per action. Automated bidding. Usually need 15 conversions in a 30 day period.

41
Q

What is online tracking?

A

Tracking is one of the pillars of the internet. It’s the practice of accumulating data on an individual based off of which sites they’ve visited and how they’ve behaved on the internet. There are several ways of tracking online, with the primary and most important being through the use of cookies.

42
Q

What is a cookie?

A

A cookie is a small text file created by your browser and stored on your device.

43
Q

How do cookies work?

A

When you visit a website, your broswer sends it a message. The website responds to your browser’s message with both the content you asked for and any cookies (text files) it would like your browser to save. Your browser saves the cookies and notes the domain for the website that they belong to. Every time your visit that website in the future, it will read the cookie it dropped on your browser to identify you and the data saved from previous interaction.

44
Q

What are main purpose of cookies?

A

Most modern websites use cookies for two purposes - keeping you logged in and tracking your behaviour.

45
Q

How do websites use cookies to log you in?

A
  1. User (browser) sends website username + password and sends HTTP request.
  2. Website generates and saves a session ID.
  3. Website responds with a cookie containg that ID.
  4. User’s browser sends session ID every future request to website.
46
Q

How do websites use cookies to track you?

A

They track you using third-party tracking cookies that log your browsing history over a long period of time to collect data on you.

47
Q

What is Analytics?

A

Analytics is turning data into specific information to be analysed in order to gain knowledge about that data.

48
Q

What is a first-party cookie?

A

A first party cookie is specific to your single domain.

49
Q

What’s a third-party cookie?

A

A third-party cookie is specific to multiple domains and allows the ability to track people across the web.

50
Q

What’s a session in Analytics?

A

A session in Analytics is when someone visits a website or an app for a specific amount of time. (default is 30 mins).

51
Q

What’s a new session in Analytics?

A

A new session occurs when a GA cookie is dropped for the first time.

52
Q

What’s a returning session in Analytics?

A

Means the visitor cookie has been dropped previously.

53
Q

What are goals in Analytics?

A

Goals are specific actions or behaviours that you teach Google Analytics to keep track of to define the performance of your website.

54
Q

What is a micro goal in Analytics?

A

Micro goals are goals that contribute to the different areas of your funnel but are not directly attributed to making a sale/money.

55
Q

What are examples of micro goals?

A

Page views, add-to-cart, bounce rate, time spent on page, time spent on site, scroll depth, page depth etc.

56
Q

What is a macro goal in Analytics?

A

Macro goals are actions that are directly attributed to making you money within your Analytics.

57
Q

What’s are examples of a macro goal?

A

Sales transaction, phone call lead, email lead, contact form submission.

58
Q

What’s the fundamental question you need to answer in order to be able to use Analytics correctly?

A

What’s the purpose of my website, and what are the overall things I need to know and track in order to use Analytics effectively?

59
Q

What are the primary technologies of Analytics?

A
  1. Javascript - Programming language of Analytics
  2. Tracking Code - Javascript used to capture data
  3. Cookies - Text file dropped on the user’s browser
  4. Filters - Limit the data that makes it to Analytics
  5. Account - Where each company stores their data
  6. Web Property - Each domain or app uniquely tracked
  7. View - Specific way of looking at a web property
  8. Interface - Where we view Analytics reports
60
Q

What’s an algorithm?

A

A process or set of rules to be followed in calculations and problem solving, mostly by computers.

61
Q

What’s Machine Learning?

A

It’s a subset of artificial intelligence. It’s the scientific study of algorithms and statistical models that computers use to perform specific tasks without using explicit instructions.

62
Q

What’s data?

A

Facts and statistics collected together for reference or analysis.

63
Q

What’s an example?

A

A determined piece of data.

64
Q

What’s a labelled example?

A

It’s a piece of data with a label attached to it example: “spam”

65
Q

What’s an unlabelled example?

A

It’s a piece of data that can’t be accurately labelled.

66
Q

What’s a model?

A

It’s a process of learning through labelled examples.

67
Q

What is aesthetics?

A

Branch of philosophy that relates to beauty and taste.

68
Q

8 Elements of Design

A
  1. Texture
  2. Value
  3. Colour
  4. Shape
  5. Space
  6. Type
  7. Form
  8. Line
69
Q

What are the 3 primary colours?

A

Red, blue and yellow

70
Q

What are the 3 secondary colours?

A

Orange, green and violet

71
Q

What is it called when you add white to a colour to make it brighter?

A

Tint

72
Q

What is it called when you add black to a colour to make it darker?

A

Shade

73
Q

What’s the Mnemonic device for the elements of design?

A

Ten Very Creative Students Speak Twenty Five Languages

74
Q

What are the 10 principles of design?

A
  1. Contrast
  2. Gradation
  3. Emphasis
  4. Balance
  5. Unity
  6. Movement
  7. Proportion
  8. Rhythm and Repetition
  9. Pattern
  10. Simplicity
75
Q

What is a Mnemonic device for the principles of design?

A

City Girls Eat Burgers Unless Mother Prepares Roasted Pepper Steak

76
Q

What is meant by the element of texture in design?

A

Texture is the surface quality of any defined shape or line.

77
Q

What is meant by the element of value in design?

A

Value (Tone) is the lightness or darkness of colour.

78
Q

What is meant by the element of colour (hue) in design?

A

Colour (Hue) is the colour combination used in design.

79
Q

What is meant by the element of shape in design?

A

Shape is any flat area bound by line, value or colour

80
Q

What is meant by the element of space in design?

A

Space is the area between all the elements.

81
Q

What is meant by the element of type in design?

A

Type is the fonts you choose for the text in your designs.

82
Q

What is meant by the element of form in design?

A

Form is the overall mass of shapes in your design and the relationship between them.

83
Q

What is meant by the element of line in design?

A

Line any mark that defines position or direction.

84
Q

What is meant by the principle of contrast in design?

A

Contrast is using opposing elements to show emphasis.

85
Q

What is meant by the principle of gradiation in design?

A

Gradation refers to any gradual change in a design from one stage to another.

86
Q

What is meant by the principle of emphasis in design?

A

Emphasis occurs when attention is emphasised on a single area of design.

87
Q

What is meant by the principle of balance in design?

A

Balance occurs when all the elements have a feeling of equal visual weight.

88
Q

What is meant by the principle of unity in design?

A

Unity refers to the pleasing arrangement of parts to present a clear message.

89
Q

What is meant by the principle of movement in design?

A

Movement is the suggestion of action or direction.

90
Q

What is meant by the principle of proportion in design?

A

Proportion is the visual relationship between two or more things in a design.

91
Q

What is meant by the principle of rhythm and repetition in design?

A

Rhythm and Repetition is when one or more elements are repeated to create visual rhythm.

92
Q

What is meant by the principle of pattern in design?

A

Pattern is the use of repeating elements to create a visual pattern.

93
Q

What is meant by the principle of simplicity in design?

A

Simplicity deals with the elimination of any non-essential elements to reveal the essence of a form.

94
Q

What are the 4 elements of design research?

A
  1. Business itself.
  2. Target audience.
  3. Competition.
  4. Project goals.
95
Q

What are the 7 parts to the design workflow?

A
  1. Research
  2. Site architecture
  3. SEO and content understanding
  4. Mockup design and prototyping
  5. Development
  6. Quality assesment and launch
  7. Optimisation

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