Digital Marketing Notes | Display Advertising & SEO PDF

**Notes for Digital Marketing - Class 1** **1. What is Digital Marketing?** - **Definition**: Marketing using electronic devices or the internet to enhance customer value. - **Purpose**: Increase awareness, showcase products, generate revenue, and build loyalty. **2. Impacts of Digit...

**Notes for Digital Marketing - Class 1** **1. What is Digital Marketing?** - **Definition**: Marketing using electronic devices or the internet to enhance customer value. - **Purpose**: Increase awareness, showcase products, generate revenue, and build loyalty. **2. Impacts of Digitalization on Business** - **New distribution channels**: E-commerce, marketplaces, apps, metaverse. - **New communication channels**: Social media, search engines, online display ads, emails. - **New data sources & technologies**: Data lakes, IT systems, AI, cloud computing. **3. Customer Journey & Omnichannel Strategy** - **Customer Journey Maps (CJM)**: - Visual representation of customer interactions with a company. - Helps in designing better experiences and improving targeting. - **Omnichannel strategy**: - Ensures seamless customer experience across multiple platforms (e.g., website, social media, offline stores). **4. Digital Marketing Strategy** - **Process Steps**: 1. **Situation Analysis**: Understanding the company, customers, and competition. 2. **Goal Setting**: Using the **SMART** framework 3. **Strategy Formulation**: Planning the approach to achieve objectives. 4. **Tactics Execution**: Implementing digital marketing tools and campaigns. 5. **Monitoring & Optimization**: Measuring performance and making adjustments. - **RACE Framework** (Reach, Act, Convert, Engage) guides omnichannel marketing. **5. Customer Segmentation & Persona Building** - **Customer personas**: Fictional archetypes representing key customer traits. - **Segmentation criteria**: - **Demographics** (age, gender, location) - **Psychographics** (lifestyle, values) - **Behavioral** (shopping habits, product preferences) **6. Revenue Models in Digital Marketing** - **Common Models**: - **Direct Sales**: Selling online directly to consumers. - **Subscription Model**: Fixed pricing for continuous access (e.g., Netflix). - **Freemium Model**: Basic service for free, premium features paid. - **Affiliate & Revenue Sharing**: Commission-based earnings (e.g., Amazon Affiliates). - **Data Monetization**: Selling customer insights to third parties. **Notes for Digital Marketing - Class 2** **Topic: Display Advertising & Analytics** **1. Tracking Technologies** - **Cookies**: - Store information on users' devices to remember preferences, track visits, and personalize experiences. - **Types**: - **First-party cookies** (set by the visited site, e.g., login info, shopping cart). - **Third-party cookies** (set by external domains for advertising and tracking across multiple sites). - **Limitations**: Users share devices, clear cookies, or use multiple devices. - **Future of Cookies**: - Phasing out third-party cookies → **Shift to first-party data & contextual advertising** (based on webpage content). - **Other Tracking Methods**: - **Tracking Pixels**: Invisible 1×1 images embedded in emails/websites to collect user data. - **Digital Fingerprinting**: Identifies users based on device, OS, browser, and configurations. - **Advertising Identifiers**: Unique IDs on mobile devices for ad tracking (**Google Ads ID**). - **Cross-Device Tracking (Identity Graphs)**: Connects user behaviour across multiple devices using deterministic (login-based) and probabilistic (fingerprinting) tracking. **2. Display Advertising** - **Definition**: Placing digital ads on third-party sites, social networks, or apps. - **Ad Buying Ecosystem**: - **Ad Exchanges**: Digital marketplace for real-time ad buying (e.g., Google AdX). - **Ad Networks**: Aggregators selling pre-packaged ad slots from multiple publishers. - **Demand-Side Platforms (DSPs)**: Automate ad purchases via **Real-Time Bidding (RTB)**. - **Display Ad Formats**: 1. **Banner Ads**: Static/rich media ads displayed on websites. 2. **Video Ads**: In-page or in-stream ads, highly engaging. 3. **Native Ads**: Blended into editorial content (used in social media, articles). 4. **Interstitial Ads**: Full-screen pop-ups between content interactions. **3. Measurement of Display Ad Effectiveness** - **Key Metrics**: - **Reach**: Unique users who see an ad. - **Impressions**: Total times an ad is displayed. - **Click-Through Rate (CTR)**: Percentage of users clicking on an ad. - **Cost-Per-Mille (CPM)**: Cost per 1,000 impressions. - **Cost-Per-Acquisition (CPA)**: Cost per conversion (purchase, signup, etc.). - **Interaction Rate (IR)**: Percentage of users engaging with an ad (hovering, expanding, clicking). - **Challenges**: - **Banner Blindness**: Users ignore display ads, resulting in **low CTRs (≈0.1-0.2%)**. - **Brand Safety Issues**: Ads appearing on inappropriate content sites. - **Ad-blocking**: Growing use of software blocking display ads. **4. Website Analytics** - **Google Analytics Overview**: - Tracks **user activity**, **traffic sources**, **engagement**, and **conversions**. - Provides insights into customer journeys and ad performance. - **Key Metrics & Tabs**: - **Acquisition**: Traffic sources (organic search, direct, paid search, social, referrals). - **Engagement**: - **Bounce Rate** = Percentage of users leaving without interacting. - **Events** (page views, clicks, video plays, sign-ups, purchases). - **Conversion Tracking** (setting goals for tracking user actions). - **Monetization**: Revenue tracking for e-commerce sites. - **Attribution Models**: Assign credit to different touchpoints leading to a conversion (**last-click, linear, time-decay, data-driven**). **Notes for Digital Marketing - Class 3** **Topic: Search Engine Optimization (SEO)** **1. Search Engine Marketing (SEM) Overview** - **SEM** = Strategies to gain traffic & visibility via **paid (Search Engine Advertising - SEA) and organic (SEO)** efforts. - **Search Engine Optimization (SEO)** = Increasing visibility in search results without paid ads. **2. Understanding SEO & Google\'s E-E-A-T Framework** - **SEO** = Optimizing websites for better ranking in **unpaid (organic) search results**. - **E-E-A-T Principles** (used by Google to evaluate content quality): - **Experience**: First-hand knowledge on the topic. - **Expertise**: Demonstrated skills, credentials, or domain authority. - **Authoritativeness**: Recognition by others (backlinks, mentions). - **Trustworthiness**: Secure, transparent, and reliable content. **3. SEO\'s Two Main Pillars** 1. **On-Site SEO** (Optimizing website content & structure). 2. **Off-Site SEO** (Improving website reputation through external factors like backlinks). **4. On-Site SEO Strategies** **A. Website Accessibility & Indexing** - Use **Google Search Console** to check if your site is indexed. - Configure **robots.txt** to control search engine crawlers. - **Sitemaps**: Help Google understand site structure & important pages. **B. Content Optimization** - **High-quality, valuable content** is the biggest ranking factor. - Optimize **titles, meta descriptions, and header tags (H1, H2, etc.)**. - Ensure **keyword placement in URLs, image alt texts, and structured data**. **C. Keyword Optimization** - **Keyword planning** ensures each page targets relevant search queries. - **Long-tail keywords** (specific queries) often **convert better** than generic ones. - Avoid **keyword cannibalization** (multiple pages competing for the same keyword). **D. Technical SEO & Trust Signals** - **Mobile-friendliness**: Use **responsive web design**. - **Secure website (HTTPS)**: Prevents data interception. - **Fast page speed**: Improves user experience and rankings. - **Structured Data**: Helps search engines display **rich snippets** (e.g., star ratings, FAQs, recipes). **E. Local SEO** - Optimize for **Google's Local 3-Pack** (top local search results). - Ensure business info is updated on **Google My Business, Yelp, Apple Maps**. **5. Off-Site SEO (Authority & Reputation)** - **Backlinks** (links from external sites) signal credibility to search engines. - **PageRank Algorithm**: More **quality backlinks = better rankings**. **A. Types of Links** 1. **Internal links**: Connect pages within your website. 2. **Outbound links**: Point to external resources. 3. **Inbound links (backlinks)**: Other websites linking to your content. **B. Link Building Strategies** - **Guest Blogging**: Writing articles for reputable websites. - **Broken Link Building**: Finding dead links & suggesting your content as a replacement. - **Unlinked Mentions**: Turning brand mentions into backlinks. - **Syndication**: Republishing content on reputable platforms. **C. Link Pruning (Removing Bad Links)** - **Toxic backlinks** (spammy or irrelevant links) hurt rankings. - **Disavow tool**: Tells Google to ignore harmful links. **6. Featured Snippets & Search Enhancements** - **Featured snippets** = Google highlights direct answers from your site. - **Knowledge panels** = Google-generated summaries of well-known entities. - **Google Shopping Ads** = Paid product listings with images & prices. **Notes for Digital Marketing - Class 4** **Topic: Search Engine Advertising (SEA) -- Google Ads** **1. Introduction to Search Engine Advertising (SEA)** - **SEA (Search Engine Advertising)** = Paid search ads appearing on **Search Engine Results Pages**. - Also called **Pay-Per-Click (PPC), Paid Search, or Sponsored Listings**. - **Ad Placement**: - **Top positions**: Up to 4 ads. - **Bottom positions**: Up to 3 ads. **2. How SEA Works (Google Ads Auction)** - Google Ads operates on an **auction system**, where advertisers bid for ad placements based on keywords. - **Ad Rank Formula** (Determines ad position): - **Ad Rank** = **Bid Amount** × **Quality Score** × **Ad Format** - Higher **Quality Score** = Lower costs & better positions. **Key Factors Affecting Ad Rank** 1. **Bid Amount**: Maximum price an advertiser is willing to pay per click. 2. **Quality Score (1-10 rating)**: - **Ad Relevance**: Match between keywords and ad copy. - **Landing Page Experience**: Fast, relevant, and user-friendly pages. - **Expected Click-Through Rate (CTR)**: Likelihood of users clicking the ad. 3. **Ad Format**: Enhancements like **sitelinks, callouts, structured snippets** improve CTR. **Key Insight**: - **A high-Quality Score allows advertisers to pay less per click while maintaining a strong Ad Rank**. **3. SEA Strategy & Campaign Setup** **Step 1: Define Campaign Goals (Using SMART Objectives)** **Step 2: Structure Google Ads Account** - **Hierarchy**: - **Account** → **Campaigns** (e.g., Pizza Ads) → **Ad Groups** (e.g., Pizza Delivery vs. Takeaway). **Step 3: Keyword Selection** - **Seed Keywords**: Basic terms relevant to the business (e.g., \"pizzeria,\" \"takeaway food\"). - **Keyword Intent**: - **High-buying intent** keywords convert better (e.g., \"best pizza near me\"). - **Google Keyword Planner & Competitive Analysis** for keywords **Step 4: Ad Group & Keyword Match Types** - **Ad Groups** = **Keywords + Ad Copy + Targeting Settings**. - **Keyword Match Types**: - **Exact Match** (\[pizza delivery\]) → Highly specific, low volume, high relevance. - **Phrase Match** (\"pizza delivery near me\") → Moderate control over variations. - **Broad Match** (pizza delivery) → Large reach but low control. - **Negative Keywords** (-free pizza) → Exclude unwanted searches. **Step 5: Creating High-Performing Ads** - **Ad Copy Best Practices**: - **Headline**: Include keywords (Google highlights them in bold). - **Value Proposition**: Highlight unique selling points. - **Call to Action (CTA)**: E.g., \"Order Now -- 20% Off Today!\" - **Display URL Optimization**: Reinforce relevance (e.g., www.pizzashop.com/delivery). **4. Optimizing the Landing Page Experience** - Ensure the **landing page aligns with ad content** to boost Quality Score. - **Key Landing Page Elements**: - Clear **headline** & **consistent messaging**. - Fast-loading, **mobile-friendly design**. - Strong **Call-to-Action (CTA)**. - **Trust signals** (reviews, secure checkout, money-back guarantees). **5. Bidding Strategies & Budgeting** - **Max Cost-Per-Click (CPC) Calculation**: - **Max CPC** = Conversion Rate × Average Margin per Conversion. - **Budget Forecasting**: - Calculate the **expected conversions** using **CTR & conversion rates**. **6. Measuring SEA Performance** - **Key Metrics**: - **CTR (Click-Through Rate)** = Clicks / Impressions. - **Cost-Per-Click (CPC)** = Total Cost / Clicks. - **Conversion Rate (CR)** = Conversions / Clicks. - **Cost-Per-Conversion** = CPC / CR. - **Return on Ad Spend (ROAS)** = Revenue / Ad Spend. **7. Tracking & Campaign Optimization** - **Google Ads & Google Analytics Integration**: - Link accounts to analyze **traffic sources, conversions, and user behavior**. - **A/B Testing**: - Experiment with **different headlines, CTAs, keyword strategies** to improve performance. - **Optimizing for Lower Costs & Higher ROI**: - **Improve Quality Score** → Reduce CPC while maintaining a high Ad Rank. - **Adjust bidding strategy** → Test **manual vs. automated bidding** based on performance. - **Refine keyword list** → Focus on **high-converting** and **cost-effective keywords**. **Notes for Digital Marketing - Class 5** **Topic: Search Engine Advertising (SEA) II -- Amazon Ads** **1. Introduction to Amazon Ads in Digital Marketing** - **Amazon Ads**: Advertising platform to promote products & brands **directly on Amazon** and its partner sites. - **Why Amazon Ads?** - **Largest e-commerce platform** → High traffic volume. - **High purchase intent** → Users are typically ready to buy. - **Advanced targeting** → Behavioral & demographic-based ads. **2. Amazon's Advertising Ecosystem** - **Amazon vs. Google Ads**: - **Google** = Discovery-based (users researching, comparing). - **Amazon** = Purchase-oriented (users ready to buy → **higher conversion rates**). **Main Types of Amazon Ads** 1. **Amazon PPC (Pay-Per-Click) Ads** - **Sponsored Products** → Ads promoting individual product listings in search results & product pages. - **Sponsored Brands** → Ads featuring brand logos, headlines, & multiple products (appear at top of search). - **Sponsored Display** → Retargeting ads (showing products to users who viewed similar items). 2. **Amazon DSP (Demand-Side Platform)** - **Programmatic advertising** (automated ad buying for display, video, and audio ads). - **Placements** → Ads on **Twitch, Fire TV, Amazon Music**, & third-party websites. - **Advanced audience targeting** → Retargeting, lookalike audiences, interest-based ads. **3. Ad Campaign Structure on Amazon** - **Campaign** → Broad objective (e.g., \"Summer Sale\"). - **Ad Group** → Focused on specific products/keywords (e.g., \"Men's Shoes\"). - **Ads** → Individual advertisements tailored to search queries. **Budget Allocation Strategies** 1. **Portfolio Approach** → Spread budget across multiple campaigns. 2. **Funnel-Based Allocation** → - High budget for **bottom-funnel ads** (product pages). - Smaller budget for **awareness campaigns** (Sponsored Brands & Display). 3. **Profit Margin Consideration** → Match **Ad Cost of Sale (ACOS)** with profit margins. 4. **New Product Launches** → Higher budget initially, optimize based on performance. **4. Amazon Bidding Strategies** - **Auction System** → Advertisers bid for ad placements. - **Types of Keyword Targeting**: - **Manual Targeting** → Select keywords manually (**Broad, Phrase, Exact Match**). - **Automatic Targeting** → Amazon chooses **Close Match, Loose Match, Substitutes, Complements**. **Types of Bidding** 1. **Dynamic Bidding (Down Only)** → Lowers bid if conversion probability is low (reduces ad spend). 2. **Dynamic Bidding (Up & Down)** → Adjusts bid up to **+100%** if conversion probability is high. 3. **Fixed Bids** → No automatic adjustments (useful for **new product launches**). 4. **Rule-Based Bidding** → Automates bid changes based on conditions (e.g., maintain **target ROAS**). **5. Key Metrics for Amazon Ads** - **Impressions** → How often the ad is displayed. - **Detail Page Views (DPV)** → Number of users visiting the product page. - **Click-Through Rate (CTR)** → Percentage of ad clicks. - **Conversion Rate** → Percentage of users making a purchase. - **Cost Per Click (CPC)** → Ad cost per click. - **Return on Ad Spend (ROAS)** = **Revenue / Ad Spend**. - **Advertising Cost of Sale (ACOS)** = **(Total Ad Spend / Revenue) × 100** (lower ACOS = higher profitability). **6. Amazon Attribution (Tracking External Ad Impact on Amazon Sales)** - **Amazon Attribution** → Measures how external ad channels (Google, Facebook, YouTube, etc.) drive Amazon sales. - **Key Features**: - **Impression Pixels** → Track ad impressions (1×1 image pixel). - **Attribution Tags** → URL-based tracking for **external** ad clicks. - **Conversion Metrics**: - **Promoted Conversions** → Metrics for products in the ad campaign. - **Brand Halo Conversions** → Sales from related products under the same brand. - **Attribution Model** → **Last-Touch Attribution (14-day lookback window)** → Credit given to the last clicked ad if a purchase is made within 14 days. **7. Summary** - **Amazon Ads leverage purchase intent** → Higher conversion rates than Google. - **Ad formats include Sponsored Products, Brands, Display, & DSP**. - **Bidding strategies range from dynamic adjustments to fixed bids**. - **Key metrics (ROAS, ACOS, CTR) help optimize performance**. - **Amazon Attribution tracks impact from non-Amazon ads**.