Module 4 Videos Flashcards
Currently >60% of searches in the US are
on mobile
BrightEdge (SEO software vendor) reports that 79% of all keywords and 47% of keywords in positions 1- 20 rank differently in
mobile vs. desktop SERPs.
Mobile ad spend has surpassed desktop and now over
70% of total digital spend vs, desktop
Usage varies by
usage/intent
Pages should render well in mobile devices (responsive design) and load in
<2 second, free and paid tools tell you why they load slowly or do not render correctly
Key Localization drivers=
huge for mobile
Company listing in local directories
• Proximity- GPS localization
• Local reviews (e.g., Yelp)
• Inbound links and on page signals matter –tags for images, urls if some local keyword (www.sample.com/blouses-dallas), local
keywords on page
e.g., “Voted Best restaurant in Dallas, Texas”
• Behavioral (mobile clicks, social signals (friends local)
Geo-tagging
- Adding 10 digit coordinates to pictures, video, websites, SMS, push notifications
- With images you usually have to manually tag but many smartphones automatically tag
- Websites may ask visitors if they can know your location –geotag maybe offer local content e.g., desktop search and no GPS information
Directories for localization
Use SEO tools (e.g., MOZ) to identify directories which contribute to local SEO Listings must be: a. Complete b. Consistent c. Not duplicated-several accounts
Identify relevant review sites for your business by
optimizing for keywords and good reviews!
SEO for Image searches
Use structured data on website
Add descriptive text to images (alt tags)
Use optimized images on your website e.g., Image of product barcode and close up of label AND add a text description
Create Geographical Cues-geotag- e.g., in the ‘About Us’ page
– Use a Picture of a landmarks
– Tag picture with location “Dallas”
– Assign keyword-rich filenames to images
Using the phone camera to search!
- Download e.g., Google Lens Photo App.
- Snap picture of object you want information on and submit
- The app searches image database for relevant findings
- Getting very accurate and sophisticated due to using machine learning
- Technology also getting very good with facial recognition; matching to what is known about that person-Facebook already using it-very advanced
What is an API?
- Application programming interface
- A software-to-software interface, not a user interface. Applications talk to each other without any user knowledge or intervention- exchanging structured data
- Often that is how key functionality in mobile apps work; however API can work on any web connected platform such as a website
- Important for sophisticated marketing: use with PPC, CRM, machine learning, and all types of data analytics
What is AI (Artificial Intelligence)?
- Broad definition – it typically includes Machine learning & often Natural Language Processing (NLP) when designed for user interaction (e.g. Siri)
- Businesses have a keen interest due to the large volumes of data not leveraged (mainly mobile) and a lack of talent to analyze this data real time
- Advances in processors, storage and tools to process (e.g., Hadoop)
- Big Impact on marketing
- Google & Amazon leaders in A.I.
(NLP) Natural Language Processing is the
“ability of machines to understand and interpret human language the way it is written or spoken.”
Chatbots vs Virtual Assistant/Agents
- Chat Bot: A computer program that can talk to humans in natural language.
- Can replace a human for monotonous jobs of answering queries, e.g. e- help desk.
- Chatbots are easy to create with wizard type software that walks you thru, you do need to create questions.
Virtual Assistant-more complex-usually tied to multiple data sources e.g., credit card transaction for Bank
Search in the Age of Virtual Assistants
• ComScore forecasts that by 2025,
60%+ of searches will be voice activated. Amazon, Google, Apple, Microsoft, Baidu–all racing to dominate
- Why? Knowledge & Control-get a 360 degree view of the consumer- expressed needs but more importantly, predict their non-spoken needs
- Because driven by AI, hard to predict exact factors or even if companies/marketers will even have any control/sway in the future–Voice search may circumvent websites, traditional search results, mobile apps, or ads if the Virtual assistant doesn’t have a stake in it
Ways to Currently Optimize Results for Voice-Activated Searches
- Use all the mobile optimization factors mentioned in lectures- speed, responsive design, directories, authority, SSL, etc..
- Remove data obstructions (e.g., Flash Graphics, pdf’s, Javascript)
- Implement structured data/ schema tags that allow site to incorporate relevant microdata
- Adopt Chabot’s, which could through an API.AI allow sharing of information with these Virtual Assistants from Amazon & Google
Pros and Cons of PPC
Benefits – Start immediately – Track every cent – Hyper-Targeted – Can track offline – Ability to split test
Downside – Cost per click increasing – Know operational intricacies & best practices – Click fraud – Monitoring
PPC Trends
- Higher costs
- Growth of Audiences (e.g., Facebook ads) vs. just keywords
- Decline split testing for PPC ads due to ML provided by Search engine platforms
- Programmatic advertising-ML
- Growing & sophistication of campaigns due to the Machine learning and API scripts–easier to manage accounts-more automated-conversion
Why shouldn’t you completely ignore Bing for PPC?
- In the US approx., 30% market share (Bing powers Yahoo)
- Default Search engine for Windows PC’s-older demographic and/or non-tech savvy users–keep Bing as their default search engine
- Some verticals do better on Bing such as careers &employment and financial services
- CPC tends to be lower than AdWords
Facebook CPC lower than Adwords search but higher in display than AdWords but converts better…
…display than AdWords
Facebook converts better than AdWords thanks to its
audience data
Difference between Direct & Brand Advertising
Brand advertising – Display network- CPM
Direct advertising – search and display- CPC, CPA
Search (direct)
• Google
• Bing
Baidu (China)
Partners: Yahoo, AOL Search
Display Network: Brand or direct
YouTube, Vimeo, Daily Motion Mobile apps (e.g., games) Gmail, Hotmail, Yahoo, etc. Display partners- e.g., Ad Sense
PPC ads can run in
Search, Display, Video, Mobile app, social media posts, tweets and/or combination of properties
Being above the fold is critical in PPC but even more so with…
mobile
In PPC planning, what can you use by default?
the categories that were not feasible or practical with SEO
PPC Planning Analysis
Conduct a full online and offline analysis of the customer, the industry, and PPC competitors including word cost, conversion rates by industry/platform–use same compensatory for SEO with some tweaks-Domain & Page authority not relevant in PPC– landing pages are not but not PA
PPC Planning Bid Strategy
Define your acquisition cost/LTV and also your funnel goal (conversion or awareness)
PPC Planning Setup
Setup campaign budget and bids and adgroups, research key words and audiences and write or create the ads
PPC Planning
Measure, analyze, split-testing, landing pages, optimize, and determine attribution
Campaign set up is driven mainly by
website categories
40/40/20
40% : Target market (takes place in campaign settings and keywords)
40% : Offer (product, incentive in ad and landing page)
20% : Creative or Design (in Adwords take place in the ad and landing page)
Components of the Offer
Product/Service
Pricing/Payment Terms
Call to action/Offer incentives
Time Limits
Quality Score affects your
CPC
QS Components
Ad relevance
Landing page exp.
Exp CTR
What makes up a QS?
The QS Components (Ad relevance, Landing page exp., Exp CTR) and Historical Data
Historical Data
Qual score (hist) Ad relevance (hist) Landing page exp (hist) Exp CTR (hist)
Negative Keywords
Use negative in broad match type BUT think of all the situations (ie free and free shipping). May need to use the exact match type for negative.
Helps cut down impressions.
CTR (Clicks/impressions*100)
If you cut down by 30% your CTR improves by 42%
PPC AD Components and Best Practices
- Always put the specific keywords that will trigger the headline, but also add or some variation in other parts of the ad eg in the display url
- Make every first letter upper case
- Use incentives in other parts of the ad
Ad Writing: goals of Copywriting
Usually space constraints in the ad itself but NOT on the landing page
Create a mental image of what the product can do for the customer (ie save time)
Translate each feature into an advantage-benefit
Write for your audience-tone (scientists vs surfers)
Where to get ideas for copywriting?
Search ads in yours and especially competitors categories
Direct Marketing Books: Reference books (Yahoo), Create swipe file; magazines for target audience
Native Advertising
Improves CTR and conversions
Match the editorial content
Landing Page Testing
Unlike SEO where content matters, in PPC best to keep it very simple and split test constantly
You can create special landing pages for PPC that are campaign and even ad group specific
Software vendors that makes job easier-provides templates & reporting
Careful with duplicate content issues for SEO-can solve by stating robots.txt to block indexing on PPC test page or canonical
Landing Page Optimization Best Practices
Grab attention, focus, trust-testimonials, no extensive navigation-stay on that page!
Benefits
Call to action
Poor Landing Page Practices
Cluttered page
Sending prospects to the homepage
Too much text
Too many choices
Asking for too much information
No call to action
Where should you match the PPC headline to?
the landing page
Impressions
of times your ad is shown usually expressed as per thousand (mile)
No cost unless you bid on CPM–cost per thousand basis (eg .75 cents cost per thousand impressions)
Click thru rate (CTR)
(Clicks/Impressions)*100
5 clicks per 1000 impressions= 5% CTR
Cost per Click (CPC)
CPC=Cost to an advertiser/number of clicks
Say you had 10 clicks over several ads and total cost was $5, your CPC=.50 cents
Cost per view (CPV)
Used for some videos based on some length of video a person saw
Can often chose to bid on CPM basis or CPA
Cost per click (CPC)
Every time someone clicks on your ad
Can be manual or automated (set bid limit)
Usually can set plus or minus multipliers
Cost per acquisition (CPA)
you need to have calculated your target CPA based on the 3:1 LTV to CAC ratio. The CAC is Marketing costs/customers acquired.
Connect your account to web analytics to register a conversion
Target Return on Ad Spend (ROAS)
(Revenue goal/cost)*100
If goal is $5 in sales/$1 in ad spend*100%=500% is target ROAS.
Machine Learning (ML) and PPC
Platforms like AdWords, Bing, and FB are providing automated bidding strategies powered by ML
Smart Bidding: Target CPA, Target ROAS, Maximize conversions, and Enhanced CPC ((ECPC) are al driven by ML
Can also leverage ML API’s to import PPC campaign data to get insights: eg what variables predict purchase? Perhaps geotargeting by zip code and age has better conversions
In-market audiences for Search which was previously not available
Campaign Goal
Visibility
Recommended Strategy
Target Outranking Share
Campaign Goal
Website Click
Recommended Strategy
Maximize clicks
Campaign Goal
Conversion/sales
Recommended Strategy
Target CPA/Enhanced CPC (semi-auto)
Campaign Goal
Revenue
Recommended Strategy
Target ROAS
Weather and PPC
Some product or service categories can be impacted by weather events (temperature, snow, etc.)
Some are obvious (beer and ice cream on hot days) but also cold, rainy days can positively impact restaurants, clothing, indoor-entertainment-movies etc.
If in such a category, you can use weather changes to show certain ads based on geolocation, and/or bid more/less
Google Shopping campaign Product Ads are usually shown…
…above the fold.
How Shopping Ads Work?
Step 1: Google Merchant Center
- Advertiser Product feeds Merchant Center
- Advertiser uses AdWords
–link both merchant center and adwords accounts–
Step 2: Create Shopping Campaign on Google AdWords
Google will display ads based on relevancy and bidding price
Customer buys product
Programmatic–Behavioral and conversion driven
Replacing humans via automated buying-driven by algorithms and see what works best
Demand (advertisers) and supply side (publishers Forbes, CBS) you can pre buy specific publishers
Can also target those who have never been to your website
Realtime ad auction which determines: which publishers (websites), frequency ad should be shown, ad variation and which time works best.
Mainly larger advertisers: it can take 6 weeks and some $15000 in spending before it identifies best performing ads and publishers
Looks at converting vs nonconverting consumers
Programmatic: where ads go is based on…
…performance.
- Vendors assign a unique identifier using an anon token
- Users tracked across the web-logged in to FB, Gmail, etc.
- This token shared by many publishers and data providers
