Digital Advertising Flashcards
Buyer’s Journey (3 stages)
Awareness
Consideration
Decision
Awareness Stage
The buyer is experiencing a problem or symptoms of a pain, and their goal is to alleviate it. They may be looking for informational resources to more clearly understand, frame, and give a name to their problem.
Example: “Why do my feet hurt all the time?”
Consideration Stage
The buyer will have clearly defined and given a name to their problem, and they are committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity.
Example: “How do you treat arch pain?”
Decision Stage
The buyer has decided on their solution strategy, method, or approach. Their goal now is to compile a list of available vendors, make a short list, and ultimately make a final purchase decision.
Example: “Where can I get custom orthotics? How much will they cost?”
Manual Bidding
Lets you set your own maximum cost-per-click for your ads
Automated Bidding
Uses machine learning to maximize results based on campaign goals
3 Types of Automated Bidding
- Target CPA (cost per acquisition)
- Target ROAS (return on ad spend)
- Maximize conversions
Demographic Targeting
Most effective at the awareness stage because you are using broad information to zero in on a new audience.
Behavioral Targeting
Most effective at consideration and decision stages
Behavioral Information
1. Previous search terms
2. Time on page
3. Content interactions
4. Last date of website visit
Often used for retargeting: where ads are served to people who have already visited your website or are in your contact database (like a lead or customer)
Retargeting
Ads are served to people who have already visited your website or are in your contact database (like a lead or customer). Used for new audiences and visitors via social media, email, other platforms.
Remarketing
Used for existing and previous customers via sales or marketing emails.
Examples of Contextual Advertising
- Sponsored Content on publication websites
- Display ads shown on website pages
- Native ads in the form of videos and infographics
Most effective at awareness stage. Done through matching keywords and topics.
Copywriting Best Practices
- Focus on value
- Use easy-to-understand language
- Include conversational calls-to-action (CTAs)
There are three main factors that inform Google’s assessment of an ad’s auction-time quality.
- Expected clickthrough rate
- Ad landing page experience
- Ad relevance
Conversion value
To calculate conversion value, multiply the average order value with the conversion rate.
