Chapter 7 Flashcards
What is Search Engine Marketing?
Promoting products through search engines.
What is Search Engine Optimization?
Process of optimizing a page on a website to ensure it ranks higher in the search engine results.
What is Paid Search/Pay-Per-Click?
Placing of ads that are shown only if someone types in a specific pre-purchased keyword. For each click, the advertiser pays some money to google.
What is Google Ads?
PPC advertising program from Google.
What is the AIDA Model?
A consumer starts off with attention (Awareness) for a particular product or offer, then they become interested (Interest), they want to buy it (Desire) and then they act (Action).
The benefits of SEO are:
- You don’t have to pay Google for these visitors.
- Increased likelihood of being found often means more traffic.
Disadvantages of SEO are:
- It takes a relatively long time before there are positive results.
- SEO is relatively labour-intensive and requires experts who understand the Search
- Engines and their changing algorithms.
- The % of ads in the search results is increasing, meaning there are fewer organic results on the results page.
Advantages of PPC are:
- It can generate real results rapidly.
- Targeting can be very precise.
- There are clear costs/benefits ie. generally easy to evaluate return on
- investment (ROI).
- There are many possibilities to test, measure and learn.
- There is a lot of freedom customising the ads.
- Learnings can inform SEO strategy.
Disadvantages of PPC are:
- Advertisers are charged per visitor (per clickthrough to your landing page) even if this doesn’t generate any sales.
- The price may increase as competition intensifies.
- Once the campaign has ended, traffic disappear
What is a Keyword?
Word or phrase people type into the search engine.
What are Metrics?
Indicators for measuring results.
What is a Clickthrough Rate?
Average number of times a PPC ad is clicked on as a percentage of the total number of impressions.
What are 4 essential metrics for PPC?
- CTR
- Conversions
- Conversion %
- Conversion value
What are Conversions?
Part of the visitors of an online communications channel, that display specific desirable behavior.
What is Conversion %?
Number of obtained conversions, divided by the number of clicks on the advertisement that was needed for this.
What is Conversion Value?
A representation of the order value of the purchase made by a google Ads user.
What is Keyword Relevance?
How easy you can find what you’re looking for based on the keywords.
What is Search Intent?
The reason behind trying to find something. Could be Informational, transactional, navigational, commercial investigation..
What is Ad Rank?
How ‘good’ the advertisement is based on expected CTR, relevance, landing page experience, expected impact of the ad.
What is an Exclusion Keyword?
Negative keywords let you exclude search terms from your campaigns and help you focus on only the keywords that matter to your customers.
What is a Google Display Network (GDN)?
Sites on which google buys space in which advertisements can be displayed that are related to the content of that particular site or app.
What are Ad Positions?
Where the advertisement is posted on a page.
What is Highly Commercial?
A maximum of 4 results are displayed at the top of the page.
What is Auction Pressure?
The degree of competition.
What is Quality Score?
How ‘good’ the advertisement is based on expected CTR, relevance, landing page experience, expected impact of the ad. The quality score is rated 0-10.
What is Smart Bidding?
Bidding with automatically determined optimal bid.
What are ROAS?
Formula to generate satisfaction return, this is done by the Return on advertising spend. Roas = (total conversion value – total cost) / total cost
What are the Requirements for a good Proposition?
Clear, distinct, specific, concise, highly customer-oriented.
What is a Landing Page?
Website that follows up on a digital marketing activity. First page search engine users land on after clicking on an advertisement.
What is a Split Run?
Linking multiple landing pages to a single advertisement and rotate them in the search engine.
What is Whitepaper?
Document involving specific business knowledge.
What is Google Shopping?
Search engine that focuses on finding products.
What is Data Feed?
file that consists of products and its variables.
What are Remarketing Lists for Search Ads (RLSA)?
A technique that advertisers use to target previous website visitors within the search engine.
What is Internal Optimization?
Internal optimization is an ongoing process that requires continuous monitoring, analysis, and adjustments to stay up-to-date with search engine algorithm changes, user preferences, and industry best practices.
What is External Optimization?
An essential aspect of search engine optimization (SEO) that focuses on improving a website’s visibility and search engine ranking through activities conducted outside the website itself.
What are Crawlers/Spiders?
Search engine robots that are continuously searching through the web.
What is Cloaking?
Presenting different info to search engines than to the people.
What is Metadata?
Information about a document.
What is a Title Tag?
The headline.
What is Meta Description?
Short description of the content of the page.
What are Snippets?
Text fragments that are shown in combination with the search results.
What is Google Image Search?
Page that searches for images.
What are Backlinks?
Links from other websites to your own.
What is Anchor Text?
The text that hides/holds the URL link.
What are Vertical Search Results?
Results with vertical frame, like YouTube videos and images.
What are Horizontal Results?
All composite search results.
What is Universal Search?
Combination of horizontal and vertical results.
What are Rich Snippets?
Normal Google search results with additional data displayed. The best ones have a rating.
What are Deep Links?
Links under organic search results that refer to deeper pages.
What is a Search Console?
Search Console lets you easily monitor and in some cases resolve server errors, site load issues, and security issues like hacking and malware.
What is a 404 Page?
Pages with technical issues or unsafe pages.
What is Link-Building?
Process of identifying and building relevant relationships between websites. objectives;
- Increase website traffic
- Improve search engine rankings for specific terms
- Give a domain more authority to allow deeper pages to rank in search engines
- Ensure that webpages are better and more quickly included in search engines
- Contribute to the brand image
What is a Link Profile?
Total collection of backlinks that a site receives from all other websites.
What is Contextually Relevant?
Partners, sites that search engines consider relevant to our topic.
What are Authoritative Link Partners?
Parties considered by the search engines as reliable, informative and relevant to a topic.
What is Link Value?
Tells something about the value that a specific URL has for the search engines. This tells search engines a lot about how relevant the website or webpage is.
What is a No-Follow Tag?
Piece of code that is added to the link.
What is Website Authority?
A link can build authority on search engines as a result of how long it has existed, it is called ripening.
What is On-Page Optimization?
All measures that can be taken directly within the website in order to improve its position in the search rankings.
What is Off-Page Optimization?
All the measures that can be taken outside of the actual website in order to improve its position in search rankings.
What is Link Profile Analysis?
Analyzing the link profiles.
What is Competitive Link Acquisition?
Copying strategies from competitors.
What is Link Bait?
Bait to attract third-party links ensure that other sites place links autonomously.
What is a API License?
Distributing licensed content or data that require the inclusion of links.
What is Link Exchange?
Entering into long or short-term partnerships on the basis of exchange of reciprocal services that do not require direct financial compensation.
What is Reclaiming/Reactivating Links?
Activating non-functioning/dead links and dated pages on third-party websites.
What is Affiliate Marketing?
Selling someone else’s products and getting a reward for all the sales or leads they have generated by communicating the advertiser’s offer to their audiences.
What is Performance Marketing?
Synonym for Affiliate marketing. Revolves around certain activities like information requests.
What is the Aim of Affiliate Marketing?
- Sales = purchases/bookings
- Leads = info requests/calls/newsletter registrations
- Traffic = visiting a website
What are the most popular Sectors in Affiliate Marketing?
- Retail = Clothing, white goods, books, games and gadgets
- Telecom = Phones, subscriptions and sim-only deals
- Travel = Holidays, flights and hotel stays
- Finance = mortgages, loans and insurance
What are Emailing Affiliates?
people with huge databases with consumer information and email addresses.
What are Cashback Websites?
Websites that link to various online providers.
What are Affiliate Networks?
Networks that bridge the gap between supply and demand amongst advertisers and affiliates.
What are Open and Closed Networks?
Open networks report exactly which affiliates are connected and generate your sales. Closed networks do not present this information.
What are Text Links?
Small pieces of text that link to a website.
What is Product Feed?
Incorporating a data feed with products from the advertiser.
What are Email Templates?
Email templates are templates used to send similar emails without having to edit them.
What are the Steps in Affiliate Marketing?
- Determine the strategy and objectives
- Selecting the network
- Setting up the affiliate system
- Managing the campaign
- Determining ROI
