Key Points Flashcards

Question

Additional Algorithms (Hummingbird)

Answer 1

Sorts through all the information it has when you search - and responds with answers - Pays more attention to each word in a query, the whole sentence/conversation/meaning is taken into account.

Answer 2

An update with a vocal statement from Google to say they would reward sites ranking positions in Google if they had a secure https website

Answer 3

Google stating those websites in a non-mobile friendly format would have their search rankings reduced due to poorer usability.

Answer 4

Technical - a solid technical foundation that provides an optimal search engine and user experience. Ranking factors to ensure websites are accessible: 1. No duplicate content 2. Accessible sitemap 3. Optimised navigation 4. On page - Well optimised global navigation and internal linking structure E.g. easy to understand headings, titles and descriptions

Answer 5

Ensure your content is quality and deserves to outrank competitors. E.g. News, tips, advice, guides, calculators, and other engaging pieces of content that people enjoy consuming. 1. Understand your audience's content needs 2. Lower page bounce rate & increase engagement 3. Industry topic leader 4. Shareability on other channels (i.e. social media) 5. Fresh & up to date

Answer 6

1. Backlinks: Links count as votes toward a site and its perceived authority - Quality and volume from one site to yours 2. Domains: Links from relevant, high-authority domains benefit a site - Number of referring domains 3. Engagement: Does a real audience socialise on a site and do they click through to engage with content?

Answer 7

Site speed is key for both user experience and mobile search rankings Impacts both the user and ranking potential

Answer 8

User Profiling: 1. Keyword Research 2. Market Research Understanding the User & how they interact: 1. Keyword Research 2. Search Console Analytics (tools) 3. Market Research

Answer 9

1. Use Google's Keyword Planner Tool (SEM or PPC tool) - Provides good insight into what people are searching for. 2. Category Research - From Google's suggestions choose keywords that are relevant to the brand and user experience 3. Categorise Keywords 4. Choose Relevant Keywords (relevant to the business) 5. What Keywords can be targeted (and what are we optimising for) - Which keywords should be targeted on the website, on the pages and in the content.

Answer 10

Market Research to get a clearer understanding of who our customers are, including: - Client research/data (passions & past times) - Social profiling (matched with social profile data) + numerous other sources.

Answer 11

Google Search Console A platform created by Google for people to better manage how their websites are seen in the search engine results.

Answer 12

Search Console Analytics (Google Search Console/Webmaster Tools) Helps understand how people interact with your organic search presence, including: - Impressions - Click-through rates - Ranking positions - For what search query

Answer 13

1. Technical (coding) - Tasks to assess: Assessment of website, indexed pages, page speed & sitemaps 2. On-site (relevancy) - Tasks to assess: Content analysis, internal linking & keyword insertion - Optimising for users 3. Off-site (advocacy) - Tasks to assess: Backlink analysis, competitor analysis, penalty removal Need to ensure people are linking back to your content (strong off-site signals) Giving Google signs you're an Authority

Answer 14

- Crawling - Indexing - Site maps (both HTML and XML) to show what pages exist on the site - Tools (Screaming Frog site crawler & google page speed tool)

Answer 15

1. URLs: include relevant keywords and use hyphens between words. (don't use an underscore) 2. Metadata: Appears in search results so include relevant keywords and keep to the right lengths. (largest factor we can influence on a given page to rank well for a query) 3. Headings: One H1 heading per page should include target keywords 4. Keywords: Keywords should be included within content but not stuffed unnaturally or overused. 5. Internal linking: Link to other pages using relevant anchor texts with keywords, avoid using 'find out more'. 6. Alt-tags: Crawlers can't see images, ensure that alt-tags are descriptions for the image. Include keywords.

Answer 16

Creating links with authoritative 3rd parties ensures big success Backlinks - Inspire natural links through quality - Build links over time - Avoid being penalised (bad links) Great content will get links naturally

Answer 17

Can be done through: - AHrefs - Moz - Majestic Send a disallow file request to Google Bad links can harm your SEO performance

Answer 18

- Conversions/Leads/Revenue - Increase in SEO traffic - Increase in SEO SOV - Increase in keyword ranking

Answer 19

Tends to be paid, more product or brand focussed. e.g. Ford Content pushed out to consumers, but they don't necessarily interact or engage with. E.g. Price Promotion ads, Educational materials & advertorials.

Answer 20

Highly engaging, entertaining or of high interest to your consumers - Communication that consumers seek out - Can include User Generated Content (UGC) - Tends to be more about branded experiences, however can still be paid communication

Answer 21

- Entertain - Educate - Activate some form of action by the consumer Should always be relevant, valuable and drive a desired customer action.

Answer 22

Branded Posts (E.g. Oreos Power Outage Post) Product Placement (e.g. Front Bar) Bespoke Short-form videos (e.g. Dove) Brands as Publishers (e.g AFL.com.au)

Answer 23

Paid content: Activity purchased by the company Earned content: Media activity relating to the company or brand, generated by external sources (Journalists, Reviewers or Customers) e.g. Publicity mentions in a Magazine, Post on a review site. Shared content: UGC and social media Participation and interaction with content by consumers on social sites Owned content Refers to assets that are created and owned by a company or brand. E.g. in-store displays and brand website.

Answer 24

1. Control (Control your audience exposure as you are paying to push content out) 2. Scale (Potential to build high reach or scale, dependent on budget, your channel selection and target audience)

Answer 25

1. Lack of engagement 2. Ability to skip/block ads 3. Poor credibility (doesn't have the same organic 'feel')

Answer 26

Awareness, consideration and advocacy components

Answer 27

1. Impartiality and authority (from an engaged audience) | 2. Audience is choosing/opt-in to your content

Answer 28

No control over the message - Audience has free reign E.g. the importance of reviews

Answer 29

- Social media can be used to talk about events and activations, generating earned media - Spotify billboards, the person who played a lot of Ed Sheeran - Coca Cola Share a Coke campaign, everyone was talking about it

Answer 30

1. Engagement/advocacy; customers become a third-party verification by reacting to your Facebook posts 2. Reach; Engagement on social media increases reach and impact of message 3. Cost efficiency 4. Authenticity; the more you interact with followers, the more you generate brand trust and advocacy. By responding thoughtfully and honestly when provided with feedback, you will become more trusted.

Answer 31

1. No control | 2. Can be negative

Answer 32

Oreo sent 20k packages to engaged social customers, driving 46 million impressions. - A brand also only sends their product to people they believe would be likely to purchase it. Appealing to relevant audience and minimising wastage.

Answer 33

What are you trying to achieve in your campaign? Why is your brand engaging with content and how? Content can deliver against multiple objectives; Awareness, Understanding, Consideration, Purchase to Engagement Be specific What is important?; Brand first vs Audience first; Niche vs Scale; Cost efficiency vs Premium; Sales vs Awareness

Answer 34

Understand who your audience is

Answer 35

Where does your audience consume it and on WHAT platform? - The channel (e.g. website) - The format (e.g. blog post) - The platform (e.g. Facebook or other 'walled gardens' - The screen (e.g. mobile, connected TV)

Answer 36

What content do they consume and WHEN do they desire it? 1. Amplify; using paid content distribution and owned assets 2. Influence; working with 3rd parties. I.e. Press Release 3. Boost; working with influencers. May need to pay for earned media.

Answer 37

HOW will you measure success - sales, page views etc Set KPIs 1. Awareness; R&F, Impressions, Cost per reach point, CPM, Ad recall To achieve this you may have created memorable funny content like a meme. Listens, views or ad recall. 2. Understanding; Completed views, CPCV, Post engagement rates, Link clicks, CPE 3. Consideration; Link clicks, Event responses, offer code claim, app install, in-app action, sentiment lift To achieve consideration you may have created 'educational' content. KPI: clicks or total views over time. 4. Engagement; Conversion, Cost per transaction, ROAS, App install 5. Purchase; Likes comments shares posts, positive sentiment, reviews

Answer 38

The investment behind amplifying content

Answer 39

The investment behind producing/creating content

Answer 40

Authentic, dynamic, impactful and relevant Don't use just one creative - creative fatigue - Can also use bts footage etc.

Answer 41

- Tailored to device; bite-sized for mobile, or longer for commutes - Tailored to platform; Facebook videos need subtitles

Answer 42

- Context; parties, commuting, exercising Genres, experiences, occasions - Don't blast a radio ad on Spotify

Answer 43

- Can be for commissioned podcast series

Answer 44

- Dynamic advertising, can be based on weather conditions

Answer 45

- Better audience targeting - Improved campaign performance outcomes - The ability to identify and deliver the most relevant message on different platforms - The ability to determine how much you want to pay for the message - Delivering the campaign in real-time (computers are used to make decisions in milliseconds) Less wastage More control on the buy side

Answer 46

People; skilled people + Technology; sophisticated technology vendors e.g. DSP, SSP, DMP + Data; quality data e.g. First or Third-party data = Results; the best results.

Answer 47

``` Display Video Audio Native Digital OOH (DOOH) ``` across devices, e.g. video can be bought across mobile, desktop and connected TV

Answer 48

Publisher Controls - Buy with one site or network - Fixed pricing and package of impressions - Publisher chooses placement - One source of data (publisher 1st party) - No universal frequency cap - All formats supported Could be good for niche publishers (don't have the capabilities to buy programmatically), when formats aren't supported (homepage takeovers, editorials or custom builds) or integrated sponsorships (trade across channels like The Voice).

Answer 49

Client controls, or Agency, or both - Buy total market, multiple publishers - Pricing fluctuates if using RBT; No guarantee on impressions delivered most of the time - Clients pick users and impressions - Based on data - multiple data sources (1st, 2nd, 3rd) - Single view of the consumer and frequency cap; Admin efficiency - one connector across the entire buy - Not all formats are supported

Answer 50

... remenant ad placement

Answer 51

... reach your target audience including premium placements Wherever you are on the internet, including on premium placements

Answer 52

2/3rds or 67%

Answer 53

Cross channel programmatic is now being tested

Answer 54

Where the auction happens

Answer 55

Campaign Manager, Sizmek

Answer 56

IAS, Moat, Nielsen

Answer 57

Tealium and Google Tag Management (GTM)

Answer 58

Give media buyers access to multiple inventory sources and data providers in one single interface. - buys and serves ads, in real-time, based on predetermined criteria - analyses inventory to see if prospective audience meet criteria - in-built algorithms choose value of audience - place bid for each impression that meets the criteria The DSP allows you to track performance - can also optimise towards campaign KPIs The Trade Desk; xandr; AMOBEE; DV360; MediaMath

Answer 59

A digital marketplace connecting the buy and sell side It's where the RTB auction takes place - enables per impression buying/selling - across display, video and audio formats - each buyer determines the value of the impression, depending on the audience value. A single exchange which provides access to many publishers

Answer 60

Magnite, Unruly, OpenX, SPOTX, AppNexus, PubMatic SSP is the technology that enables the selling of digital ad impressions in automated auctions - automated process allows publishers to monetise every last impression - some SSPs have exclusive deals with publishers MAFS, more inventory available (as it is popular) so Nine may sell it at a lower rate. Because Nine are seeing more inventory in real time, they can monetise what is left over from IO in real time.

Answer 61

Client-owned data - CRM data - Website visitors, App downloaders etc Who customers are, purchase habits, loyalty to brand

Answer 62

Publisher-owned data - CarsGuide - news.com.au - eBay Behavioural segmentation data of the audience that visits their websites

Answer 63

3rd Party Companies - owned by data suppliers - decoupled from inventory you are trying to buy - eyeota - Google - exelate - quantum (Woolworths + NAB = buys pet food, maybe has a dog) - LOTAME - bluekai - datalogix

Answer 64

- Recency, if it is 2 months old, the holiday intender may have already left - Cost, versus performance uplift to determine value of data

Answer 65

DMPs In: Data + Campaign Result Out: Audience + Measurement Key function: collect, organise and activate data (can be both online or offline data, from any source) Data across channels and device, audience profiles & behaviour - as well as creating predictive performance patterns for planning Most appropriate for categories such as Finance with more first-party data. Activation; Centralised; Relevance; Segmentation; Proprietary; Analysis; Efficiency

Answer 66

Marketing Discipline: - Data-Driven Targeting; you are able to select individual impressions based on your specific customer's behaviour - Reaching Your Audience at Scale; not wasting money on people you don't want - Personalised Messaging; e.g. retargeting someone who has left their shopping cart - Live Optimisation; can make changes - Single View; Holistic view of audience; deduplicated r&f - Minimise Wastage; media investment is optimised and financial wastage is reduced Also making it more efficient to set up a campaign; and therefore spend more time optimising a campaign

Answer 67

- Relevant - Timely - Personalised ad experience - Helpful & useful information 61% of consumers feel more positively about a brand when marketing messages are personalised 74% of consumers get frustrated when they receive content not relevant to them

Answer 68

1. Fixed or Direct (Guaranteed) - Pricing is fixed in advance - Impression volume can be agreed upon upfront 2. Real-Time Bidding (Non-guaranteed) - Volume of impressions and pricing is determined in real-tme - It is not possible to guarantee impression delivery and costs upfront

Answer 69

Programmatic Direct or Automated Guaranteed (AG) or Programmatic Guaranteed (PG); one buyer Volume is guaranteed - takes place between buyer and seller, similar to IOs - campaign parameters such as CPM, ad formats and start + end dates are all fixed - Used when don't want risks: e.g. time-sensitive campaign (product launch) - When ad formats are in short supply, e.g. premium video or catch-up TV.

Answer 70

Preferred Deal; Audience is guaranteed but not number of impressions; one buyer - DSP can review each ad impression using audience data before buying. - Essentially, pre-negotiated fixed price - get access in private before the inventory is made public E.g. for a Luxury client, women aged 40+ and $150k+ More important to get to the right audience than volume of impressions served

Answer 71

Private Marketplace (PMP); Pricing is not guaranteed; select buyers - the publisher invites a select no. of advertisers to participate in the auction - Floor rate: minimum bidding guide - All bidders must submit bids above to floor rate to participate PMP has higher-quality properties, and therefore commands a higher CPM than the OMP

Answer 72

Open Marketplace (OMP); Pricing is not guaranteed; all buyers (and all publishers) can trade - thousands of sites are available - highly competitive - no floor price required - only one winner - whoever has the highest price has their ad served

Answer 73

Used to be more common, however fading out due to transparency issues - Winner only pays 1 cent more than second-highest bid E.g. A. $4.50 (winner), B $4.20 A pays $4.21 and saves 29 cents on this impression.

Answer 74

Aka Header Bidding Like buying a house You pay what you pay ($4.50) and you don't get upset. - may result in advertisers overpaying - need to be sure your bid reflects the value for what you want to pay

Answer 75

Metrics: Impressions, clicks, CTR%, Video views, video completion rate, conversions etc Vendors: GMP (Google Marketing Platform), Sizmek

Answer 76

Metrics: Ad fraud, brand safety, viewability, geo verification Vendors: IAS (Integral Ad Science), MOAT, DV (DoubleVerify)

Answer 77

Metrics: Reach, in-target reach % Vendors: Nielsen

Answer 78

``` Targeting Strategy Audience Segment Inventory & Quality Site/Publisher performance Budgets & bid strategy Conversions CPA Location Time of Day Creative Format KPIs Optimisation R&F Device ```

Answer 79

Nearly 50%

Answer 80

1. Identify Objectives & Success Metrics (HOW will you measure success?) 2. Audiences (Has the campaign reached the correct people) 3. Targets & Formats (have these been delivered?) 4. Buying Models 5. Measurement - Needs to be recognised at every step of the campaign process

Answer 81

Offline measurement: Reach, OTS Digital measurement: Precise, granular, direct insights into consumer behaviour - their connection to a particular message - resulting impact of this Can optimise

Answer 82

Whether the campaign was a success or not

Answer 83

Plan campaign Activation Interrogate & Analyse Optimise Learn

Answer 84

Brand - A Top-down approach - Starts with a broad mass audience - How can we reach as much of that audience as possible? KPIs; Brand awareness, brand consideration, brand health

Answer 85

Direct Response - A bottom-up approach - Starts with a defined audience (has an established affinity or relevance to a brand) - How can we find this audience and provoke an action? KPIs/Measurable Outcomes; Acquisitions, Web visits, Sales and other business results. (Determined by benchmarks)

Answer 86

- r&f - Cost per reach point - CPM - Ad recall

Answer 87

- Completed views - CPCV - Post-engagement rates - Link clicks - CPE

Answer 88

- Link clicks - Dwell time - Search Engine Interest - In-app section - Sentiment lift - Site visits

Answer 89

- Likes, comments, shares, posts - Positive sentiment - Reviews - Offer code claim - App install - Event responses - On-site engagement

Answer 90

- Conversions/Acquisitions - Cost per transaction - ROAS - ROI - App install - Cost per new customers

Answer 91

Audience Cross-platform audience insight surveys Emma and Roy Morgan (asteroid - audience)

Answer 92

- Panel data measuring key traffic and demographic measurements - Site analytics to understand and define audiences - Nielsen - VOZ - Google Analytics (site traffic analytics)

Answer 93

Tools for monitoring digital advertising across all devices - Nielsen AQX - Pathmatics

Answer 94

Nielsen DCR (Digital Content Ratings) - streaming video - static web pages - mobile app - across all major devices and platforms - episode-level video ratings, allowing for true cross-platform Digital ad ratings (DAR) are different as they're assessing the Environment Audience rather than the activity. - Seen - Correct Audience - Effectiveness

Answer 95

- $116 million - to bot traffic - to unviewable ads

Answer 96

MOAT & IAS

Answer 97

supply limitations of quality inventory that are viewable, fraud-free and brand safe

Answer 98

- Ad placement; ie at the bottom of a page where user doesn't scroll down - Speed of ad loading; user has already scrolled and moved on - Switching tabs so ad loads out of view - Adblocking - % Pixels in view The market is currently at 70% viewability, meaning 30% of you budget is wasted

Answer 99

1. Page Geometry; the position of the ad on the user's screen 2. Browser optimisation; Speed of the page load, including ads

Answer 100

- Some mobile apps; due to lack of standardisation - Connected TV; doesn't allow measurement - High impact or roadblock formats which are difficult to track; not sure which part of it to measure Due to connected TV, not all impressions are measured. Work out what is measured and viewable.

Answer 101

comScore VCE, Double Verify, MOAT, Sizmek, IAS, Adform, flashtalking, RealVU

Answer 102

Standard classifications widely agreed to be insafe environments for advertisers E.g. Violence and hate speech

Answer 103

1. Toothpastes: High importance on reach (care more about reach than safety) 2. Banks: Require balance of reach and safety 3. Children's brands: High importance on safety

Answer 104

- Exclusion lists (black lists) - White lists - Negative Keyword lists; e.g. airlines don't want to be associated with the word 'crash' - Dynamic risk; risk changes e.g. if a terror attack occurs at a location, may want to temporarily remove yourself from content with that location

Answer 105

1. URL Analysis 2. Keyword Analysis 3. Links; if there are links to adult sites on the page 4. Metadata Analysis (code analysis); indicates the type of content on the page (can help check if there are only images)

Answer 106

The vendor still pays for the impression, even though it is never served. This is because we'll be using a 3rd party blocking system after we've already paid for the impression

Answer 107

Deliberate Action that give false statistics on impressions and clicks Can result in publishers losing revenue CPMs going up ... then consumers are affected!

Answer 108

1. General Invalid Traffic (GIVT); Traffic that comes from known non-human sources on publicly available IP lists Examples: Datacentre traffic, Bots & spiders, Crawlers, Proxy traffic 2. Sophisticated Invalid Traffic (SIVT); more difficult to detect - requires advanced analytics and human intervention to identify Examples: Malware, Hijacked devices, Cookie stuffing (ads appearing in single pixel on a page), Incentivised browsing

Answer 109

- Selling inventory automatically generated by bots - Serving ads on a site other than the one provided in an RTB request (aka domain spoofing) - Hindering a user's engagement by frequently refreshing the ad unit or page - Delivering pre-roll video placements in display banner slots - Falsifying user characteristics such as location and browser type - Hiding ads behind or inside other page elements so they can't be viewed

Answer 110

Was it viewable? Was it viewed by a human? Was it brand safe?

Answer 111

Delivery: Validation that the publisher has delivered what was agreed - validation Performance: Whether the publisher helped you meet your campaign performance objectives e.g. Return on ad spend - whether your objectives were met

Answer 112

- On target delivery (who is my ad reaching) - Viewability (is my ad seen) - Cross-platform performance (how effective is each device?) Online advertising audiences: Reach, frequency and GRP metrics

Answer 113

Google Ads - Centralised creative management & reporting - Standardised counting methodology - Single customer view - Integration with other platforms (such as DSPs, so can stalk throughout entire customer journey) - deduplicated (only want one attribution per person)

Answer 114

Cookies; Cookie is dropped on your browser when ad activity occurs Device ID: Unique identifier that exists permanently on each mobile device - The average Australian owns 2.5 average devices Logged in users: Anonymised login details for accounts such as Gmail, Facebook and Yahoo. (fuck, they are stalking you) (we been knew)

Answer 115

Understand the business impact of marketing activity

Answer 116

1. Cookie-based approach, 'last-touch model': credit for conversion is based on last ad the user was exposed to - Low difficulty of implementation but low accuracy for ROI (google wants to take all the recognition for the click) - alternate ways instead of 'last-touch': linear, time decay and multi-touch attribution and econometric modelling 2. walled-garden approach

Answer 117

1. Audience verification; for reach as a KPI on Nielsen 2. Viewability; IAS or MOAT 3. Brand safety firewall/blocking; to keep reputation in-tact 4. Conversion tags on client website (Floodlight tags and/or tracking pixels) to track user activities 5. Tracking pixels for sales and retargeting - essential when optimising for sales or any other website-based action (like signing up for a newsletter and then retargeting)