Midterm Study Guide PDF

**MidTerm Study Guide** **Module 1:** **Chapter 1:** Digital Marketing Foundations - Technical terms: - **URL** -- Uniform Resource Locator -- the unique identifier used to locate a resource on the internet - **domain name** -- the name of a website - Godaddy is lar...

**MidTerm Study Guide** **Module 1:** **Chapter 1:** Digital Marketing Foundations - Technical terms: - **URL** -- Uniform Resource Locator -- the unique identifier used to locate a resource on the internet - **domain name** -- the name of a website - Godaddy is largest registrar of domain names - **IP address** -- Internet Protocol Address -- Used to locate internet connected computers and to transfer information from one computer to another - **DNS** -- Domain Name System -- Translates domain names to IP Addresses - Cookie - static client-side\ programming language (e.g. HTML) vs. dynamic server-side programming language - The AIDA model -- Awareness Interest Desire Action - Performance dimensions - Traffic: - Direct -- typing in a website url directly (offline advertising or habit) - Referral (paid vs. unpaid) -- click on a link from another site - Search (paid vs. unpaid) -- click on a link from a search engine - Email (link clicked from email) - **Conversion** -- the target action that a website encourages visitors to take - **Conversion Rate** -- percentage of customers who convert - Revenue per conversion - Retail: encouraging higher priced items or Add on items - **Chapter 2:** Web Design - Conversion-centered design (e.g. Dropbox) - Attention: What is the action you would like potential customers to take? - Single Call to Action (CTA) - Context: Does the message match the expectations of the customer? - Clarity: Is it clear with a quick glance what the page is about? - Congruence: Do words encourage the conversion? - Credibility: do potential customer have reason to believe you can deliver? - Closing: positive messaging to close the desired conversion - Continuation: Does the customer realize that they've completed the desired action? - "Three Questions" web design framework - What are you offering - Why should I pick you - What do you want me to do next? - Multiple dimensions of segmentation - "Mobile First" design philosophy - Websites should be designed primarily for mobile devices and adapted to larger screens - A/B testing: The metric of conversion is typically used to judge it - **Module 2: SEO**\ **Chapter 4:** On-Site SEO - SEO -- Search Engine Optimization -- traffic generation strategy with the goal of gaining higher placement on a SERP with as many different searches as possible - On site SEO -- formatting content on web page to maximize is chances of ranking high for all desired searches - Off site SEO -- creation of content that drives quality links (backlinks) from other websites not your own that direct traffic to your site. - PPC -- Pay Per Click -- search engine ads - SERP -- Search Engine Results Page - Search Engine Marketing (SEM) = SEO + Paid Search (PPC) - Three primary functions of SE: Crawling, indexing, ranking - Key URLs ranking factors: - Factor 1: Links (backlinks and internal links) - Backlinks -- links from other sites that lead to yours - Internal links -- links on your web site that help with navigation - Factor 2: On-page content -- good easy to read content with good keywords - Factor 3: RankBrain -- Google AI tool that is an input that helps determine a web page's ranking - On-site SEO vs. off-site SEO - On-site SEO Definition -- onsite SEO deals with the formatting of your page to maximize its chances of ranking higher. - Goals -- organize site so its easier to navigate and more easily searchable - How - **Off-site SEO Definition** -- creation and providing of content on a website to build quality backlinks to the site to help organic rankings - **Goals** -- get more sites to put backlinks on your site - **How** -- create content that others perceive valuable enough that they will "refer" others to your site. - Key page locations: - Header tag -- text markers surround a word or phrase on a website that give a title or label to section of the web page. Makes content easily browsed and gives search engine clues as to the topic of the content - anchor text (backlinks) - anchor text (internal links) - SERP features now Chapter 5: Off-Site SEO - Types of links: - natural outbound links -- link that is natural and relevant such that it fits naturally into the article -- do follow - paid links -- a paid for link on a webpage. Similar to ads placed anywhere; it is not endorsed by the website it is on. No follow - natural internal links -- links that direct you to other pages on your site - no-follow -- designation to the search engine that you are not endorsing the link - Backlinks -- links on another site that direct traffic to your site. - anchor text -- text that acts as a link; is used - Keyword research **Module 3: Digital Marketing I**\ **Chapter 3:** Analytics - Metrics: - Pageviews -- a report showing the number of pageviews for the most view pages on a website. Sometimes called a hit - Sessions -- a report showing the number of people that accessed the site multiple times in a select period of time - Average time on page / Average Engagement time. The amount of time each user actively spent engaging with the website during a select period of time. - Average session duration - Bounce rate -- percentage of users who leave a website after viewing only one page - Exit rate -- percentage of users who leave a website from a specific page regardless of whether its first page they visit - Conversion rate the percentage of sessions that result in a transaction - Revenue -- not automatically reported, requires additional code to work - Revenue per session = conversion rate X Revenue Per Purchase - Three reasons for poor conversion rates - Segmentation - Attribution models: - Last-click attribution -- the last ad that a customer clicked on that resulted in a conversion. - First-click attribution -- the first touchpoint receives 100% credit for conversion - Linear attribution -- each touch point in the conversion path would receive equal credit for the conversion - Time-decay attribution -- touchpoints closer to the conversion get more credit than earlier touchpoints. **Chapter 6:** Paid Search Marketing - Search Engine Marketing (SEM) = SEO + Paid Search (PPC) - PPC -- Pay per click - Advertising bid on keywords. - Keyword Matching Options - \[exact match\] -- implies that the searched for phrase has to be letter for letter. It also includes close variants such as misspellings, abbreviations and synonyms for a keyword. Brackets \[\] are placed around a keyword - "phase match" -- between exact and broad match. Uses quotation marks "" around a key word or phrase. It triggers searches that include additional search words not in original phrase - +broad match modifier - Broad -- broader match of a keyword; disadvantage is that will show up in searches that are not relevant - Negative keywords -- instruct SE not to display ad with these key words - Ad copy: - Headlines - Path - Descriptions - Ad extensions - Keyword relevance - Effective Text Ad - Keyword Relevance - Unique Value Proposition (UVP) - Obvious call to action (CTA) - Ad Extensions: different types - A/B testing ad copy - Keyword performance data: - Impressions -- an appearance of an add. It does not have to be actually seen or clicked on - CTR -- Click Through Rate -- percentage of impressions that yield a click - CPC -- cost per click -- helps determine. If search ads are profitable - Cost- CPC \* \# of clicks - Conversions -- sale generated - ROAS = (Total Profit / Total Ad spend) x 100 - ROI - Profit -- bringing in more money that spent - Conversion rate Chapter 7: Display Advertising - Display ad network - Consists of a group of online publishers that agreen to a set of advertising standards dictated by the ad network (ad sizes). Display network coordinates the timing and placement of the ads. Display network collects \$\$\$ from the advertisers and pays the publishers - Paying for ads: - CPC -- cost per click. - CPM -- method of paying for traditional advertising. Price of ad x (Circulation / 1000) - CPA -- cost per action -- bidding that enables advertisers to pay only when their advertisements result in successful conversions. - Targeting options: - Audience (Awareness -- Interest -- Desire -- Action) - Demographics - Content - Automated targeting - Retargeting (remarketing) -- ads shown to internet users who have previously visited an advertiser's site - Return on Advertising Spend (ROAS) Additional Materials on PPC Math and ROI Analysis (see the added PowerPoint slides in\ Canvas Home \> Exams) - Need to be able to calculate Click-through Rate (CTR) and Conversion Rate. Formulas will not be provided, and an online calculator will be provided. - CTR = \# of clicks / total impression - Conversion Rate = \# of conversion / \# of clicks - Revenue = \# of order x (contribution per order) - Profit = Revenue -- cost - ROI or ROAS = Profit / Cost - Cost Per Click (CPC) = Total Ad Cost / \# of total clicks - Cost per Acquisition (CPA) = Total Ad Cost / \# of total conversion - Cost per thousand impression (CPM) = ( Total Ad Cost / \# of impression ) x 1,000 - Cost per 1 impression = Total Ad cost / \# of total impression - \# of orders = Total \# of clicks x Conversion Rate Note: You need to understand the concepts, not memorize them. Formulas will not be provided\ and an online calculator will be provided. The exam consists of 60 multiple choice and true/false questions (3.33 points each × 60\ questions = 200 points in total). This is a one-hour close-book online Canvas exam with\ Respondus Monitor and Lockdown Browser (refer to the course schedule for exam\ available dates). Install the latest version of Respondus to your computer as soon as\ possible. Be sure that your computer has a webcam and you will have your ID (either a\ student ID or a driver license) and password ready for the exam.