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Digital Marketing > Exam 2 > Flashcards

Exam 2 Flashcards

1
Q

What are the different types of emails that companies can use to communicate with customers?

A

A. Transaction- Request a form. When you request a quote, submit a contact form or seek financial advice there will be a number of emails you may receive.
B. Newsletters- Provide information. Don’t carry over promotion, but insure customer is in regular contact.
C. Promotional Emails- Entice an immediate action.
D. Retention Based Emails- Newsletters.

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2
Q

What email strategies are suggested for the different types of emails?

A

A. Promotional emails- Have goals, make a purchase.
B. Newsletters- Long term goals. Open rate, click through rate, roi, number of social shares, delivery or bounce rate, database growth.

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3
Q
  1. How can firms grow their customer email database? What considerations should be made?
A

A. Genuine opt-ins, permission given, gather info, sign-up form where it can be seen, state anti-spam, and clear call to action, ensure email address, test for what works best.

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4
Q
  1. What are the various parts of an email?
A 
A.	Pre-header- view online,  
B.	Header- to and from fields, 
C.	 Subject Line- Avoid using characters,
D.	 Personalized Greeting- name
E.	 Body- pictures and text
F.	 Footer-Contact information
G.	 Unsubscribe- Change contact preferences
H.	. Read emails in F shape.
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5
Q
  1. What design considerations should be made with regard to HTML?
A 
A.	Don’t use ext. or imbedded style sheets.
B.	Make use of nesting
C.	Keep nesting simple
D.	Set fixed width for email text
E.	100% width with background color.
F.	Color text can be difficult to read.
G.	Use CSS.
H.	Keep fonts larger than 9 points
I.	Test email on variety of clients (Gmail, Hotmail)
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6
Q
  1. What design considerations should be made with regard to email and images?
A

A. Alt texts for all images.
B. Don’t use images for important content.
C. Block background color is superior to image.
D. Many consumers turn off images.
E. Don’t use background images.
F. Set size.

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7
Q
  1. What design considerations should be made with regard to email for mobile phones?
A 
A.	Easy to skim. Mobile users check on the run. Short and easy to read.
B.	Clear call to action.
C.	Images 600 pixels or less.
D.	Host email newsletters online, link from preheader.
E.	Design email with grid system.
F.	Include alt texts for images.
G.	Place important content on left.
H.	Button links need to be at 44 pixels.
I.	Design for touch.
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8
Q
  1. What considerations should be made with regard to content?
A

A. Valuable and informative.

B. Companies can include humor, research, and promotion and unsubscribe link.

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9
Q
  1. What is email deployment and what considerations should be made before deploying the email campaign?
A

A. Email delivery and display.
B. Aimed at fostering trust and fulfilling expectations.
C. Send them Tues-Thurs.
D. Testing and email reputation score, how they can be improved.
E. ISP, authentication standards, opt-in email policy, clean database, broadcast rates aren’t too high (100,00), respond to complaints and unsubscribe requests, educate users about white lists (safe sender). Know this.

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10
Q
  1. What email analytics can be used to evaluate email campaign effectiveness?
A

A. Emails delivered, bounces, unsubscribes, pass on rate, click through rate.

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11
Q
  1. What advertising objectives can be accomplished online?
A

A. Brand awareness- Banner advertising which is visual
B. Creating consumer demand- Informing, reminding, persuading,
C. Satisfying customer demand- Showing user how product fulfills need
D. Call to action- driving direct response and sails

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12
Q
  1. What are the different types of banner advertisements?
A

A. Interstitial- Ad for upcoming movie displayed between plays on words with friends.
B. Pop ups and pop under- New, smaller window while browsing website.
C. Floating Ads- Follow you down the page.
D. Wallpaper Ads- Background ads users can’t click on.
E. Map- When you go to Google Maps and try to find a place.
F. Banner- At the top.

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13
Q
  1. What are the different payment methods for display advertisements?
A

A. CPM- Cost per thousand viewers.
B. Cost per impression- Advertiser pays each time ad appears on publisher’s page.
C. Cost per click- Click on ad for website owner to get paid.
D. CPA- Advertiser gets paid when user completes specific action
E. Flat Rates- $100 a month for advertisements.
F. Cost per interaction- mouse scrolls over ad and it automatically starts playing.

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14
Q
  1. What are the benefits of using an ad server? In what ways can the server segment customer profiles?
A

A. Frequency capping- The ad server will limit the number of times a user sees the same advert in a session or time period.
B. Sequencing- Network ensures user sees adverts in a particular order.
C. Exclusivity- Adverts from direct competitors not shown on same page.
D. Roadblocks- allowing an advertiser to own 100% of the advertising inventory on a page.
E. Geotargeting, network/browsing type, connection type, social serving, behavioral targeting, contextual targeting.

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15
Q
  1. What are the disadvantages of online advertising?
A 
A.	Lots of ads on internet, too much ads.
B.	Technical obstacles- popup blockers
C.	Connection speeds- Bandwidth.
D.	Ad Fatigue- Ignoring advertisements.
E.	Ad blockers- Blocking advertisements.
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16
Q
  1. What is affiliate marketing? How is it different than Pay Per Click?
A

A. Affiliate Marketing- An extended sales force for a company or website. Compensation based on referrals, a restaurant gives 10% off your bill for every customer referred.
B. Different than PPC because of a different profit system??

17
Q
  1. How are affiliate marketing sites paid?
A

A. CPA- Fixed commission for particular action.
B. CPL- Fixed commission for a lead. (Potential Sale)
C. Revenue Share- An agreed percentage of the purchase amount is awarded.
D. Cost per Click- LEAST USED WITH AFFILIATES. Merchant pays a fixed amount for each click through.

18
Q
  1. What happens when things go wrong with affiliates?
A

A. Important to know when merchant makes changes to their website, so that the affiliate can’t track the cookies, they will not get paid.

19
Q
  1. What are affiliate networks? Why are they beneficial?
A

A. Supply tracking solutions to both affiliates and merchants

20
Q
  1. When setting up a campaign, what considerations and analyses should be conducted?
A

A. Where competitors are, countries they operate in, networks have your types of customers, what the fees are, how much support is given.

21
Q
  1. What are the differences between SEM and SEO?
A

A. SE0- Tries to make website rank higher in workshop.
B. SEM- Marketing related to search.
Look at slide from Tuesday.

22
Q
  1. What are the components of a search engine?
A

A. Crawling spider- Finds every single web page.
B. Index engine- Database of sites, part that actually conducts search and conducts algorhythym.
C. SERP- What you see.

23
Q
  1. What are the five main areas of search engine optimization? What is involved in each component?
A 
A.	Search friend structure.
B.	Content Optimized.
C.	Link Popularity and Usage Data.
D.	4?
E.	5?
24
Q
  1. What considerations should be made when selecting key words?
A

A. Page 265, Which one would be more valuable? Luxury vacations. Relevant to topic.

25
Q
  1. What link popularity factors influence search engine placement results?
A

A. More trusted a website, the higher it goes.
B. Algorithm.
C. Creating valuable content.
D. Credibility- established through links.

26
Q
  1. How can social sharing increase search results?
A

A. Increases SERP- Own more of results with social media, and by extension serp.
B. Signals relevance.
C. Increase number of listings for company.

27
Q
  1. What is black hat SEO?
A

A. Practices which attempt to gain research engine, likely to remove website from index

28
Q
  1. What components make up a search engine algorithm?
A

A. Relevance, importance, popularity, trust, authority.

29
Q
  1. What are the responsibilities of the advertiser in PPC advertising? Responsibilities of the search engine?
A

Creates the ad copy.
Determines the landing page for the advert.
Selects the keywords or criteria.
Chooses the maximum amount they are willing to pay per click.
Search Engine:
Checks the ad for compliance to editorial guidelines.
Displays the ad for relevant searches.
Determines the rank of the ad.

30
Q
  1. What are the differences between a broad match, phrase match, and exact match keyword search strategy? Give an example.
A

Chapter 12, end of slides. Know three or four slides difference between broad, phrase and exact
Broad: That contain any part of your keyphrase
Also includes synonyms and misspellings.
Extra words can be included in the users search term.
Search terms do not have to be in same order as keyphrase.

	Phrase: Your ad will appear when a user types search terms: That contain any part of your keyphrase Extra words can be included in the users search term. Search term must be in same order as keyphrase.

	Exact: Your ad will appear when a user types search terms: That are exactly the same as the keyphrase your company selected Extra words cannot be included in the users search term.

SEE PICTURE.

31
Q
  1. What is a quality score?
A

A. Score applied to keyword ad group for ranking sites. Determined by relevance of key word, advertising, copy,
B. 8-10- High score.
C. 5-7- Average.
D. 1-4- Poor score.

32
Q
  1. What are the steps for planning and setting up a Search PPC campaign? What is involved in each step?
A
  1. Do your homework
    For a successful campaign, you need a full online and an offline analysis of the
    business, customer demographics, the industry and competitors. While it is
    relatively quick to set up a campaign, pre-planning will show dividends later!
    You need a brand, an identity and a clear unique selling point. You only get three
    lines to advertise, you need to make sure you know what should be in there!
  2. Define your goals
    You need to know what you want to achieve with your PPC campaign. Branding
    campaigns, for example, are very different to campaigns to increase sales.
    What do you want users to do once they click on your advert?
  3. Budget, Cost per Action (CPA) and targets
    Determine how much you are willing to spend to achieve your goal – your target
    CPA. Decide how much budget you are going to allocate to your PPC campaign.
    If your goal is to increase revenue, your budget might be unlimited so long as
    revenue is increasing and you are within your target CPA.
  4. Keyword research
    You need to determine what keywords potential customers are likely to use
    when searching for the service that you offer. Along with that, you need to know:
    What common misspellings a customer might use.

What words would show that they are not likely to purchase from you (words like free
and cheap).
As part of your keyword research, you need to look at expected volumes for your keywords, so you know how to bid on keywords. There are also tools which will show you similar or related keywords, so you can expand your keyword list even further PPC Advertising › tracking› landing pages note.

  1. Write the adverts
    Using your keyword research, write compelling adverts to promote your products. Adverts can be unique to a keyword, or you can group them and have a number of keywords for one advert. Make sure you use an appropriate display URL, and that you target the landing page for each advert.
  2. Place your bids
    Based on your goals and keyword research, set the maximum bids for your keywords. Don’t set these too high at this stage – you’ll tweak the bids as you test your campaign. That being said, don’t make them too low either or you
    won’t get much traffic and it could affect your Quality Score.
  3. Tracking
    Get your tracking tags in place, especially any conversion tracking tags.
  4. Measure, analyze, test, optimize!
    With tracking in place, you can analyze your ROI down to a keyword level, and then focus on those keywords which are converting best. Consider seeing how changing the text, image or video of your advert can
    increase the CTR, or your conversion rate. Test different landing pages to see what converts better. Test the networks too! Your Bing campaign may perform better than Google, or your Facebook account may drive cheaper traffic. Always keep your goals in mind and work, work, work to achieve them.

Digital Marketing (1 decks)

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