Reaching And Attracting Your Audience Flashcards
Who created the race framework?
Chaffey
describe the buyer stage, going down the final of the race framework from reach to engage
Top of the funnel :plan
Reach: buyer stage exploration
Act: buyer stage decision-making
Convert : buyer stage Purchase
Engage: biased stage advocacy
What is search engine advertising?
Allows a company to directly display paid advertisements among the search results on search engines
The aim is to show ads to users who are actively searching specific keywords and they pay a fee every time someone clicks the ads. This is PPC advertising.
Works on an auction-based system where advertises bid for keywords
How much is the search engine advertising market worth?
Hundred and $70 billion
How is a SERP position calculated?
Max bid x quality score = ad rank.
And what are the factors of an ad quality score?
Expected click through rate
Ad relevance
Landing page
What are the differences between Google ads e.g. shopping, Search, display remarketing.
They are all pay per click format
Differences
Target: who you can reach
Format: how the ad looks
Network: where the ads of
What is the target, format and network of Google shopping ads?
Target people that search for specific products
Format product listing ads
Network search results for third-party sites
What is the target, format and network of Google search ads?
Target people that search for specific keywords
Format text ads
Network search results, third-party sites
What is the target, format and network of Google display ads?
Target people that visit specific websites
Format, image, or text ads
Network, third-party sites, YouTube, apps
What is the target, format and network of Google remarketing ads?
Target people that have been on your website
Format, image, text or video ads
Network, third-party sites YouTube
What is the target, format and network of Google youtube ads?
Target people on YouTube
Format, video ads
Appears on YouTube
What are the classified formats of digital advertising?
Search engine, marketing
Remarketing
Display ads
Social media ads
Negative advertising
What are display advertisements ,with some types?
A mode of online advertising were marked as use banner ads, along with other visual ad formats to advertise their products on websites, apps or social media
Some types , banner, ads, Rich media, interstitial ads, video ads
What are the five types of Google video ad?
Skippable in the stream
In feed
Non-skippable in the stream
Bumper : quick message that can’t be skipped to raise awareness
Out stream: outside of Google
Social media definition
Digital media, which encourage audience, participation, interaction, and sharing
What is Chaffey and Smiths definition of social media marketing
Using social media to encourage positive engagement with a company and its brands, leading to commercial value
How many billion social media identities are there
4.8 billion.
5.18 using the Internet
Which countries have the highest social media users?
Northern Europe, western Europe, eastern Asia, North America, South America
Which are the most popular social platforms in order?
Facebook
YouTube
WhatsApp
Instagram 
What are the three top Waze brands or discovered?
Social media
Add seen on social media
Video sites
What are 8types of social media add?
Image ads
Carousel ads
Product ads
Collection ads
Interactive ads
Lead form ads
Video ads
Text ads
What is negative advertising
Material in an online publication which resembles the publications content, but it’s paid for by an advertiser intended to promote the advertisers product
What are retargeting/remarketing ads
And reaching out to previous visitors of your website or app by displaying ads or sending emails, it really captures potential leads if they didn’t make a conversion
What is the difference between third-party, first party cookies, and logged data
Third-party cookies
Created unstored by other organisations
Used for cross site tracking
E.g. Google ads/analytics
First party cookies
Created and stored by the organisation which created the website
Use for on-site personalisation
E.g. remembering the content of your shopping cart
Logged data
Data stored by the organisation about logged in the users
Consent data
Essential for in building customer relationships
E.g. email location user ID
Can be used a second party data
Difference between advertiser and publisher
Advertiser delivers the ad on the demand side, e.g. around with the product to sell
Publisher displays the ad on the supply side, e.g. a place to display the message
What is CPM
Cost per mile in thousands
Cost per 1000 add impressions /displays
Top of the funnel
What is CPC?
Cost per click
Advertiser cost per click on the ad
What is CPL?
Cost per lead
Cost per conversion of a user into a lead from ad
What is CPA?
Cost per action
Cost when the ad click leads to a desired action, e.g. submission ,sale
What is CPI?
Cost per each install generated from ad
What are the five key metrics of digital advertising?
Reach and impressions
Click through ratio, CTR
Conversions, CR
COST PER ACQUISITION CPA
Return on investment, AKA return on ad spend
What are some consumer risks of digital advertising?
Misleading advertising, e.g. frauds and absence of transparency and drip pricing
consumers are unable to identify some forms of advertising, e.g. native advertising, and Astroturfing-covertly pushing a marketing message, so it appears authentic e.g. fake reviews
Online advertising could reduce customer sentiment and trust
Too many ads on a page is annoying to consumer and consumers trend to trust off-line channels more than online
Online advertising may pray on consumer, biases and vulnerabilities
Time, inconsistency bias may influence humours to pursue a short-term urge of the cost of long-term interests , targeting of children or vulnerable consumers
Threats associated with data collection
What are the five types of ad fraud?
Bots: botnets are used to drive high amounts of traffic to website, leading the publisher to meet their revenue goals, but it is serving no purpose to advertisers, can lead to denial of service DoS
Pixel stuffing: placing ads that are not visible to the human
Pop unders : ad appears beneath the main window
Domain spoofing : the advertiser believes that ad is going to appear on the relevant premium website when it is not
Add stacking: ads, Hostel stacked one on top of another. Only one ad is visible, but impressions are recorded for every ad
What is viewability?
A metric that gives publishers and buyers, an indication of what proportion of ads have a realistic chance of being seen (OTS)
What are the two best type of ads for viewability?
Mobile app display and desktop display
What is ad blocking?
The use of a computer program to prevent advertisements from being displayed on a screen
Reasons include having too many ads, ads getting in the way, and privacy concerns
What is ad blindness?
A form of selective attention where users is a consciously or subconsciously ignore information presented in online advertisements, particularly banner advertising is
Definition by Benway
Ad placement ! Add clutter, visuality an ad style and perceived usefulness, all affect banner blindness
What are some cute examples of privacy legislations
GDPR, 2018 general, data, protection regulation
2023 chrome third-party cookies blocked
2021 apples IDFA opt in
Most in place from 2018 to 2023
How can bronze prepare for a cookieless world?
Create first party data resource
Create data retention mechanisms
Ask customers who they are and what they were
Check for consent
Make a community of brand lovers
Focus on contextual advertising and cookieless marketing channels
What is partnership marketing? And some objectives of it
A strategic collaboration between parties, whether it is to businesses or business as an individual. The purpose of the collaboration is to accomplish the key objectives of both parties.
Objectives can be increasing brand, awareness and visibility , improve lead generation and help with reaching a wider audience
What are some types of marketing partnerships?
Affiliate marketing
Loyalty programs
Influencer, marketing
Product placement
Cobranding
Sponsorship
Referral marketing
What is affiliate marketing?
The partnership were a company rewards partners also known as affiliate for promoting and selling the company’s products
Pay per performance, type of partnership, commission based
What are some common types of affiliate partners?
Comparison, websites, bloggers, email, marketers, coupon, and cashback website
What is referral marketing?
Doesn’t require as much commitment as affiliate marketing which focuses on third-party brand advocates as referral marketing is focused on word-of-mouth referrals. E.g. links sent to friends
What is a loyalty partnership?
What a brand partners with its customers directly, providing incentives on benefits for frequent or large purposes e.g. every 10th product free
What is a sponsorship, marketing partnership?
A partnership type, where a sponsor publicly supports the brand
Brands can sponsor YouTube creators in exchange for product endorsement or sponsor an event in exchange for viewability
What is cobranding and some benefits?
Also known as, brand partnership, utilises multiple brand names on a good or service as part of a strategic alliance
It combines market strength from the one is positive associations, so consumers may pay more
What is product placement and virtual product placement?
Practice in which the manufacturers of goods or providers of a service gain exposure for their products by paying for them to be featured in films series on TV programmes
Virtual product placement is an emerging technology, but is it digitally rendered products logos or billboards into movies after its been filmed?
What is influencer marketing?
The type of marketing that uses influences to promote a brand to at large market. They often opinion leaders with a large social following base.
What are the types of influences and how many followers do they all have?
Nano influences less than 10 K followers
Micro influencer is between 10 and 100 K followers
Macro influences between 100 and 500 K followers
All-stars, 500 K plus followers
