Study Guide #2 for MKTG 469 Advertising Types of online advertising:

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1 Study Guide #2 for MKTG 469 Advertising Types of online advertising: Display (banner) ads, Search ads Paid search, Ads on social networks, Mobile ads Direct response is growing faster, Not all ads are equal Creative best practices: KISS, Identify brand early, Make brand promise early Never let creativity trump brand message Why are standard formats necessary?: Ad serving: Third party ad networks deliver ads to sites and apps Targeting: Behavioral, Contextual, Data driven demographic, Geographic, Mixed targeting, Re targeting Behavioral targeting: Uses information collected from an individual s behavior to select advertisements to display. 1) Targeting identified users 2) Targeting unidentified users: cookies 3) Targeting with predictive models: statistical models to predict behavior Contextual targeting : Matches the ads to the websites context: content, timing, channel. 1) Convenient 2) Do not need customers data Re targeting: Keeps your ads displayed in front of the same people again and Again. Ads are effective when exposed multiple times. Only 2% of web traffic converts in the first exposure. Retargeting helps companies reach the 98% of people who don t convert right away. Can target identified users or unidentified users (cookies) Ads on social networks: Highly targeted customers (all identified) 1) Display ads 2) Paid reach Mobile ads: Location aware, mostly identified customers at device level Display ads, Search ads, Social media ads, In app ads: similar to display ads targeting identified customers Quiz 1. Ad serving: is the placement of ads on websites by specialized marketing service 2. Rich media ads tend to be larger in size and contain more interactive elements. = true Content Marketing Element of content marketing: Publish the content > optimize for search & sharing > promote on all channels > Analyze the metrics > Publish the content Good content: Understand target audience, Clear marketing objectives, Develop relevant stories Types of content: informative, entertaining, trust building, and more Good storytelling: Simple and engaging stories Not selling messages Optimize for search: Use relevant keywords, Use text wherever possible, Good title, Optimize URLs, Encourage user ratings and comments, Use tag (relevant keywords),

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3 SEO better response since majority of clicks are organic, more return traffic, lower cost, long term marketing solution, brand recognition and loyalty, results are not immediate, ranking is difficult to predict, initial time investment and time is major cost, takes time for results to be displayed PPC immediate results based on bidding system in which there are charges for clicks received, daily budget can be limited, gives definite search volume, easy to change focus, unlimited keywords, ability to test (keywords ad copy, landing pages), easy to lose ranking or spot, daily budget can be expensive depending on keywords, unqualified clicks How search engines work: Query (user initiated query goes to search engine s web server) > Web Server (sends the Query to Index Server) > behind the scenes: spiders or robots crawl sites regularly & follow site links and pages to develop lists of keywords & page locations to create indices of information > Index Server (passes indexed information to Document Server) > Document Server (retrieves documents, images, etc. based on the algorithm and sends results to the user) > User (either is satisfied with the results or refines the Query) What spiders see: Word density: How to rank high in SEO: Links Inbound, Outbound Content Text on site, keywords/phrase density, position of words on site, headings and emphasis, images and videos URL Descriptive and related to search keywords, age Title and Tags relevant title, meta tags: description and keywords Which factors are more important? 1) Web Hosting 2) Social footprint: mentions, syndication 3) Overall website traffic: click throughs, bounce rate 4) domain name authority: age, mentions, brand influence 5) On page factors: architecture, tagging, content 6) Link Building: volume, diversity, trust factor Organic search campaign: 1) define the target market 2) find out what they search for 3) develop a search engine strategy keywords 4) redesign site with keywords in mind 5) register site with search engine 6) use social media to enhance SEO 7) implement paid search campaign to complement (optional) Paid search campaign: Define target market, Investigate broad search categories and trends, Determine traffic and cost, Narrow down keywords, Select matching criteria, Design ads, Run campaigns, Measure and refine Matching types: Broad match reaches widest audience and not in the same sequence ex: sale purse = purse sale and ad will appear Phrase match must be in exact sequence, enclosed in quotes ex: pink and purple purses in that order will trigger an ad

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5 How do your customers engage in social media? Tools for collaboration: Blogs, Twitter, Any platform where conversation can take place Benefits of business blogs: Helps business establish expertise and credibility Makes business a resource for important information (thought leader) Creates dialog with customers and business partners. If visible in search (search optimization), facilitates acquisition Blogs increase brand visibility in search results. Benefits of Twitter: Good PR from positive interactions. Employee engagement (external) can enhance brand image. Employee use (internal) must be secure. Listening to inbound signals. Product reviews: Sharing: Social media sharing icon and avoiding icon overload with ShareThis Executing SMM strategy: continuous engagement Measuring SMM effectiveness Social Media metrics Facebook, corporate blog, video channel, banner ads on social nets Traditional marketing advertising metrics Tv, radio, magazine, newspaper = Websites (Metrics platform ex: google analytics, webtrends, hubspot) The only way to select from the plethora of metrics available is clear, measurable campaign objectives Metrics must match objectives: Objective Metric Increase avg. visits per day avg. # of visits per day from google analytics Increase # of comments as long as small, can count, may need comment feed Increase # of shared posts provided by ShareThis icon Increase # of incoming links will use GoRank.com tool as long as free tool is sufficient may need to measure diff. Types of links, a diff tool for each Quiz 1. We can only call it social media marketing if: it leads to achieving business and marketing goals. 2. Because SMM is only part of the overall marketing effort, it is not important to establish clear objectives. F Marketing is cheaper, faster, and more effective than direct mail Advantages of Creates a true 1 to 1 channel, Can be used by any marketer, Cost effective, Can be personalized and customized, Well suited to retention campaigns,

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