midterm study Flashcards
What is marketing?
The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
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What is digital marketing?
The application of digital media, data, and technology integrated with traditional marketing communications to achieve marketing objectives
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What does URL stand for?
Uniform Resource Locator
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What is a domain name?
The name of a website (e.g., Amazon.com, ecu.edu)
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What is an IP address?
Internet Protocol Address: An address used to locate internet-connected computers and to transfer information from one computer to another
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What is a server?
A computer connected to the internet that fulfills information requests to the website
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What is a cookie?
Data that a website stores on your computer, allowing it to remember information about your visit
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What is a web browser?
A software that displays web pages, such as Chrome, Firefox, Safari, Edge, and Opera
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What does TLS stand for?
Transport Layer Security
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What is a web hosting company?
A company that provides server space for others to run a website
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What are the primary revenue generation methods for websites?
- Retail
- Lead generation
- Search engine
- Media
- Social media
- Affiliate marketing
- Marketplace
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What is the objective of retail or e-commerce websites?
Earn money through online sales
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List 7 primary website objectives
*retail or e-commerce sites
*advertising
*commissions
*subscriptions
*provide info to generate offline sales
*support a cause
*provide customer support
What are the components of the AIDA model?
- Awareness: Get Attention
- Interest: Hold Interest
- Desire: Arouse Desire
- Action: Obtain Action
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List the 3 performance dimesions
- traffic (awareness, interest, desire)
- conversion (action)
- revenue (action)
What is direct traffic?
Traffic that comes to a website either from a potential customer’s offline advertisement activities or from habit
ex: types URL directly into browser
Example: An internet user types the website’s URL directly into the browser
Advantage of direct traffic
users are already in interest or desire stage
What is referral traffic?
Traffic to a website that comes from another website
Includes both paid (ads) and unpaid (external links)
What is paid referral traffic?
advertisers pay to appear in other websites (banner ads, video ads, affiliate links)
What is unpaid referral traffic
external links that are not paid for (social media activity targets established customers/fans)
What is search traffic?
Traffic to a website that comes by way of links on a SERP, including paid (search ads) and unpaid (organic search links)
Paid search traffic comes from ads accompanying organic results
what is paid search traffic
comes from ads on the SERP that accompany organic results. paid keywords
unpaid search traffic comes by…
being well-ranked on commonly searched terms
What is email traffic?
Traffic to a website that is the result of advertisements sent to potential customers via email
The amount of traffic generated depends on the size of the email list and engagement rates
What does the conversion dimension refer to?
A target action you wish your visitors to take (purchase, download, sign-up)
Examples include retail purchases, lead generation sign-ups, and social media engagements
What is the revenue dimension in website performance?
Refers to the buying behavior, such as buying 10 items per order vs. 1 item per order.
Increasing a customer’s spending is much easier than acquiring new customers
Fill in the blank: The method of _______ is used to prevent eavesdropping from third parties.
Transport Layer Security
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fill in the blank: creating a customer is expensive but increasing a customer’s _________ is much easier
spending
list the 5 web design frameworks
- design for usability
- conversion-centered design
- three questions
- segments
- mobile first design philosophy
list the factors of successful design for usability
*follow website conventions
*create effective visual hierarchies
*break pages up into clearly defined areas
*make it obvious whats clickable
*eliminate distractions
*format content to support scanning
converstion-centered design focuses on 7 things
- attention
- context
- clarity
- congruence
- credibility
- closing
- continuance
ex: Dropbox
The Three Questions
- what are you offering?
- why should i pick you?
- what do you want me to do next?
list 5 dimensions of segmentation
- search vs. category navigation
- browse vs. directed shopping
- product category
- new vs. returning customer
- online vs. in-store shopping
mobile first design philosophy
design for smaller screens first & add features and content for larger screen (“progressive enhancement”)
A/B testing
compares the performance of two versions of content to see which one appeals more to visitors/viewers
what method is typically used to judge A/B testing
conversion
What are pageviews?
Total number of pageviews that occurred.
What are sessions?
Total number of sessions that occurred. A session may consist of 1 or more pageviews.
What are users?
Total number of users who visited the site. A user has at least 1 visit, but may have multiple visits or sessions.
What is average time on page?
Overall average time spent on a page, including the homepage.
What are entries?
Total number of entries that occurred on the homepage. The first pageview of a session (may not always be a homepage).
What are exits?
Total number of exits that occurred from the homepage. The last pageview of a session (or inactive for > 30 minutes).
What is average page depth?
Pageviews per session, measuring user engagement.
What is average session duration?
The sum of the time on page for every pageview in the session.
What is site bounce rate?
Percentage of all sessions that consist of 1 pageview.
What is page bounce rate?
Percentage of sessions that begin on that page. It is a page-specific metric.
What is exit rate?
Percentage of pageviews that resulted in an exit. It is a page-specific metric.
What is a unique pageview?
Total pageviews after removing duplicate pageviews.
What is conversion rate?
The rate at which visitors convert into customers.
What is total revenue?
The total revenue generated from sales.
What is revenue per session?
The average revenue generated per session.
What are organic search traffic sources?
Traffic that comes from search engines without paid ads.
What are paid search ads?
Traffic from Google Ads or Bing Ads.
What are display ads?
Traffic generated from banner advertisements on websites.
What are email traffic sources?
Traffic that comes from email marketing campaigns.
What are social media posts?
Traffic generated from organic posts on social media platforms.
What is social media advertising?
Traffic from paid advertisements on social media platforms.
What are backlinks?
Traffic generated from links on other websites pointing to your site.
What are affiliate links?
Traffic generated from affiliate marketing efforts.
What is user segmentation by geography?
Segmentation based on user characteristics related to location.
What is new vs. returning users segmentation?
Segmentation based on whether users are new or returning.
What is timing segmentation?
Segmentation based on the timing of user visits.
What is browser segmentation?
Segmentation based on how a session started.
What is screen size segmentation?
Segmentation based on the size of the user’s screen.
What is device segmentation?
Segmentation based on the type of device used.
What is the conversion funnel?
The sequence: viewed shopping cart → manage address page → payment info page → order.
What is last-click attribution?
Crediting the last interaction as solely responsible for purchase. Simplistic and most common way to assign credit.
What is first-click attribution?
Giving full credit to the first interaction.
What is linear attribution?
Giving equal credit to each interaction.
What is time-decay attribution?
Giving some credit to all interactions, with more credit to the most recent interactions.
What is Search Engine Optimization (SEO)?
The art of understanding exactly what your prospects and customers need to know, then delivering that content to them in a relevant and compelling way to grow your business.
What is Search Engine Marketing?
The practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (“organic”) search engine results and paid search (PPC).
What is the formula for Search Engine Marketing?
Search Engine Marketing = SEO + PAID SEARCH.
What does SERP stand for?
Search Engine Result Page, which is filled with both advertising and dynamic organic results formats.
What are the three primary functions of search engines?
Crawl, index, and rank.
What is the crawling function of search engines?
Search engines scour the internet for content, looking over the code and content for each URL they find.
What is a robots.txt file?
A file that suggests which webpages should or shouldn’t be crawled.
What is a sitemap?
A list of URLs on your site to help crawlers follow a path to all of your important pages.
What do 4XX codes indicate?
Client-based errors, commonly caused by user errors like a page not found error.
What do 5XX codes indicate?
Server-based errors, often caused by a request for a URL taking longer than usual.
What does a 301 code signify?
Permanent redirection, indicating that a page has been moved to a new URL.
What is indexing in search engines?
The process of storing and organizing the content found during crawling.
What are meta directives?
Instructions to search engines regarding how you want your web page to be treated.
What is caching?
The temporary storage of HTML code of a webpage sent to a repository.
What is the ranking function of search engines?
The ordering of search results by most relevant to least relevant to a particular query.
What are the three ranking factors?
Links, on-page content, and RankBrain.
What is on-site SEO?
The practice of crafting web pages that answer searchers’ questions.
What is the goal of on-site SEO?
To provide a good website that ranks well and satisfies users by improving the customer experience.
What is optimal keyword targeting?
The goal of SEO to rank for as many searchers as possible.
What is the first step in on-site SEO?
Choose a list of search phrases to target.
What factors should be considered when choosing target search phrases?
Relevance, traffic, competition, and current ranking.
long-tail keyword
long-tail keyword: lower search volume but more relevant
ex: “luxury 2-bedroom apartment in downtown New York”
fat head keyword
high search volume (high competition) but generic
What tool can be used to check short load times for webpages?
Google’s Page Speed Insight tool.
What is a landing page?
A destination webpage that users see when they click on the link.
What does ‘bounce’ mean in web terms?
When a user clicks the ‘back’ button to revisit the SERP.
What indicates a high bounce rate?
The landing page is not providing relevant information that the searcher wants.
What is a meta description?
A short description (<160 words) of the webpage content displayed in the SERP.
What should you use to avoid punishment for duplicate content?
Use the rel=’canonical’ tag in the HTML code.
What is the purpose of the ‘canonical’ tag?
It tells search engines which webpage is the original version and should be ranked over other versions.
What is original content?
Unique content that increases the likelihood of good ranking.
What is fresh content?
Regular updates to the content.
What does quantity content refer to?
The number of pages within the website and the amount of content on a single page (at least 100-200 words).
What happens with insufficient internal linking?
No inbound links means Google has no way to find those pages.
What is a dirty sitemap?
A sitemap.xml that contains broken links or errors.
What are some issues with poor mobile optimization?
It can negatively impact user experience and search rankings.
Why is security important for webpages?
HTTPS is preferred over HTTP for better security.
What did past search results look like?
10 blue links for each result.
SERP features now (6)
Featured snippets
map pack (local 3 pack),
related questions
knowledge panel
instant answers
sitelinks, carousels, videos.
What does relevance mean in local search?
How well a local business matches what the searcher is looking for.
How does Google use distance in local search results?
Google uses geo-location to better serve local results, being sensitive to proximity.
What is prominence in the context of Google search?
Google rewards businesses that are well-known in the real world, based on online reviews, citations, and organic ranking.
What are the types of links in Off-Site SEO?
Natural outbound links (green), paid links (blue), natural internal links (orange), no-follow (purple)
‘Don’t follow links on this page’ indicates untrusted content, paid links, or low priority links.
What are the popularity metrics in Off-Site SEO?
Number of backlinks, backlinks from related/relevant websites, anchor text, link neighborhood (spam sites), link freshness, link diversity (variety of domains with different IP addresses), social sharing.
What role do links play in Off-Site SEO?
Backlinks serve as WoM referrals
referrals from others = _______ sign of authority
good
How do natural backlinks affect SEO ranking?
The more natural backlinks you have from high-authority (trusted) websites, the better your odds are to rank higher within search results.
What are the 3 types of earned links in link building?
Editorial links
manual links
manufactured links
What are editorial links?
Editorial links are pure endorsements that come from creating high-quality, linkable content (video, visuals, press releases) and networking.
What are manual links?
Manual links are earned through your efforts but require third-party approval, such as directories, local business profiles, social bookmarking sites, and guest blogging.
What are manufactured links?
Manufactured links are created without third-party approval and are not valuable from a rankings standpoint.
What is the focus of content marketing in keyword research?
Identifying what people are searching for, how many people are searching for it, and in what format they want that information.
referrals from yourself = ________ sign of authority
biased, not a good sign
referrals from irrelevant or low-quality scores = ______ sign of authority and could get you flagged for ______
not a good, spam
no referrals = _____ authority
unclear
What does SEM stand for?
Search Engine Marketing
What does SEO refer to?
Organic search ranking
What is PPC?
Pay-per-click: paid search marketing
What is a benefit of PPC?
Your ad can appear at the top of the SERP
You only pay for advertisements going to people who are already interested in your product/services → highly targeted advertising.
What is a benefit of PPC regarding tracking?
Tracking is easier: every ad & keyword can be tracked → more accurate ROI
What are some keyword selection factors?
Geography, device type, timing of day, language
What are keyword matching options?
[exact match]
broad match
“phrase match”
modified broad match (+broad match modifier)
negative keywords
modified broad match
put a + sign to lock & broad match
reaches a wide audience & more restrictive
negative keywords technique
technique used to filter out traffic you don’t want
put minus sign “-“ with keywords you don’t want
3 ways to keyword research
- search for yourself
- competitve search paid tools
- google keyword planner
keywords with _____ search volume and low ______ are ideal
high, competition
4 aspects of ad copy
- final URL
- headlines
- path (display URL)
- descriptions
final URL (ad copy)
the URL of the landing page
parameters of headlines (ad copy)
3 lines up to 30 characters long
path (display URL) (ad copy)
simplified URL that is shown to searchers
descriptions (ad copy)
one or two description lines
when writing effective ad copy, use these 4 things:
- keyword relevance
- unique value proposition (UVP)
- obvious call to action (CTA)
- ad extensions: different types
achieving high ad rank with bidding use (2)
- CPC bidding
- CPA bidding
most popular bidding type, second-price auction
CPC bidding
bidding that pays for conversion, not for clicks. these bids must be mush higher than CPC bids
CPA (cost per acquisition) bidding
achieving high ad rank: quality score:
1-10 rating of the quality and relevance of your keywords and search ads
3 factors of quality score
- expected CTR
- ad relevance
- landing page experience
7 things to look for when analyzing keyword performance data
- impressions
- clicks
- CTR (click-through-rate)
- CPC (average cost-per-click)
- cost
- conversion
- conversion ratio
how to calulate ROI/ROAS
profit/cost
how to calculate profit
revenue-cost
how to calculate revenue
margin * # of items sold = margin * conversions
# of order * contribution per order
how to calculate CTR
of clicks/total impression
how to calculate conversion rate
of conversion/#of clicks
how to calculate cost per click (CPC)
total ad cost/# of total clicks
how to calculate cost per acquisition (CPA)
total ad cost/# of total conversion
how to calculate # of orders
total # of clicks * conversion rate
what is ROAS
return on advertising spend
how much are publishers paid in a display ad network
a % of the revenue the display ad network charges advertisers
what does a display ad network dictate
the ad size that can be displayed on publisher websites
examples of display ad network
google, facebook
what does a display ad network coordinate
which ads are displayed on which websites at which time
what does an advertiser of a display ad network do
create and upload ads that meet specifications of the display ad network
manage ad budgets
receive reports on ads
earn traffic to their website from these displayed ads
2 questions to ask when paying for ads
- who gets the ad spot
- how much should the advertiser pay to advertise there
what kind of system to ad networks use
bidding system
what calculations are performed when paying for ads
CPC, CPM, CPA
4 things consumers must do for a display ad to be effective
- see the ad
- process the ad
- decide to investigate (click)
- convert
make sure the _______ page matches the ______ to prevent “non-resonse” to display ads
landing, ad
what is the goal of all advertising
to influence the ad recipient to make a purchase, either immediately or in the future
what are the 4 targeting options when ad targeting
- audience selection
- demographics
- content
- automated targeting
what is audience selection based on
people’s interests or behaviors
what is content based on for ad targeting
where you want your ads to show. (keywords, topics, placement (specific websites or apps))
in regards to BANNER AD DESIGN, an effective display ad must do all of the following (3)
- attract attention
- communicate a value proposition
- invite action
explain how remarketing/retargeting works
website puts a cookie on website visitor, when visitor leaves site and goes to different site in ad network, the ad network detects the cookie from your website and the publisher will display your ad to the visitor with the cookie
major advantage of online display ads, in regards to ROAS comparison and A/B testing
we can directly measure the effectiveness of the ads
3 ways to stay consistent with ads and landing pages
- same value propostions
- similar calls to action
- same design elements (colors, characters, fonts, images)
