Exam Flashcards
Traditional Marketing vs Digital Marketing
Outbound, Inbound, Passive Audience, Active Audience, One to One, Indivudal, Mass, one to many
Traditional - outbound, passive audience, mass, one to many.
Digital - inbound, active, one to one, individual.
PPC
SEO
CONTENT MARKETING
SOCIAL MEDIA
drives interested consumers, increases visibility, promotes produce awareness through content & engagement, improves brand personality and appeal.
SEO - increase viability
PPC - drives interest consumers
Social - content & engagement
Content - improves brand personality
What factor should you focus on to ensure wider organization is contributing to the success of your strategy?
Business Input
Metrics that help measure how well audience is engaging with website content.
Scroll depth, page views
Best methods to build a loyal community
Social platform groups, include social links in signature
Organic
Referral
Direct
Typed URL directly
Clicked on unpaid listing
Clicked on external link
Organic - clicked on an unpaid
Direct - typed url
Referral - external link
How can you use Google Ads to help you organize keyword lists
Group keywords into similar themes (ad groups)
Use campaigns to organize the daily budget for Ad Groups
Location Targeting
Ad Scheduling
Remarketing (RLSA)
Device targeting
Desktop searches
Countries
Past visitors
Decrease at low conversion times
Location / country
Ad scheduling / conversion time
Remarketing / past visitors
Device / Desktop
Quality Score
CPC
Impressions
CTR
% of impressions that lead to click
Actual price paid in PPC campaign
# of times an ad is served
Estimate of how relevant
CTR - % of impressions
Quality Score - estimate of how relevant
Impressions - # of times an ad is served
CPC - actual price in PPC campaign
Criteo
Shows consumers ads for products they have recently viewed.
Google Display Network
Serves video and display ads to over 2 million sites
Premium Network Buys
Usually bought through media house CPM basis
MPU dimensions
300x250
Remarketing Option enables you to show previous site visitors add for specific products
Dynamic Remarketing
Conversion Rate
vCPM
CTR
Conversion
Average number of conversion
Percentage of people who saw and clicked
Valuable action someone takes
Cost per thousands of impressions
Conversion Rate - average number of conversions
vCPM - cost per thousand
CTR - percentage of people who saw and clicked
Conversion- valuable action
Video Views
When a user watches 30 secs or more
Video impressions
The number of time your video was show to an audience
CAN SPAM
CASL
GDPR
any user who has not opted out
Explicitly request content
Consenting users only
CAN SPAM - not opted out
CASL - consenting only
GRPR - explicitly requested
What stage of buyers journey send a new email offer too?
Awareness & Interest
Automatation Building block vs trigger
Trigger are the questions.
Blocks are timing, decision, actions.
What can you do to your layout to achieve better UX
Include phone number at top of page.
Best tool to evaluate website effectiveness across channels.
Google Analytics.
What area of google acquisition would you explore for audience website arrival?
All traffic
Source/Medium
Integrating google ads with google analytics allows you too
Identify high performing times of day
Find info on click costs
