Term
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Definition
Search Marketing
Display Marketing |
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Term
| Display advertising in customer Lifecycle |
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Definition
o Awarness (primary)
o Key piece of awareness is acquisition… display advertising does a good job of this
o Low burden, question of how much of an impact
o Interest (secondary) |
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| large full page size ad unit the user must view before reaching destination page, can bug audience b/c they are in way of consumer’s task |
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| 3 Things Banners are Designed to Do |
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Definition
| 1. Connect w/ target market, 2. Encourage Action, 3. Drive ROI, |
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Term
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Definition
| GIF’s or JPEG’s, mutiple frames, Creat animation effect (looped automatically, 3X’s), |
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Definition
• Place display ads on websites frequently visited by target audience
• Virtually Unlimited Reach—“there are more sites in the world then there are people” |
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Definition
• Messages can be customized on—site, section of site, location, day of week, time of day, re-targeting (showing ad again to customer on a different page)
• Pay for performance—save your impressions for those that are hungry |
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Term
| Relevance Targeting Methods |
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Definition
Run of Media
Inferred Data
Registration |
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Definition
maximum reach, minimal relevance, *lowest CPM
Run of network, site, channel, section, contextual targeting |
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~Run of Media
(Awareness)—reaches those who accesses any site in a network, anywhere that isn’t sold |
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| (Awareness)—reaches those who access any page within a site, any advertising that isn’t sold within a site |
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| (Interest)—Targets those who access a specific section within a site |
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| (Interest)—targets whose who are searching for specific content (keywords based) |
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more accurate/relevant than Run of Media & higher cost per impression vs. ROM
Behaviorial targeting, retargeting, look-alike targeting, audience targeting, |
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| (Interest) – reaches through search terms, content viewed, not viewed, referring site |
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| (Interest)—reaches those who have expressed interest in an offering on a previous site |
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| (Interest)—targets those who look like target audience based on online patterns, “those who like this, will like that” |
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Definition
| (Interest)—combo of previous 2 methods, offers day of week and time of day targeting |
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Term
| • Registration / Volunteered Data |
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Definition
Most accurate form of targeting based on information collected during online account creation/email sign-up/eCommerce orders, lowest reach highest relevance
Demographic, Geographic, Social |
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Term
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Definition
| Interest/Trial)—targeting based on gender, age, education level, ect. |
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| (Interest/Trial)—targeting based on user location |
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| (Interest/Trial)—social media connections and interests, using social media sites—more information is available to the marketer |
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Term
| Best Practices of Display Advertising |
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Definition
• Choose sites appropriate for the target market
• Keep message clear and simple
• Keep file size small to ensure quick loading
• Have effective call to action
• Make sure destination page enables proposed action to be taken
• Take advantage of measurement and optimization opportunities – early and often (A/B testing) |
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Term
| Display Advertising- Consumer Life Cycle- INTEREST |
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Definition
• Click-thru’s— how many times ad was clicke don
• Click-thru rate -- % of times an ad was clicked on / # times shown
• Pages views per session-- # pages viewed by advertising leads
• Time spent per session—Amount of time spent on site by advertising leads
• Engagement behaviors: brochure downloads, appointment requests, ect. – can assign points values to these behaviors based on value to measure impact |
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Term
| Display Advertising- Consumer Life Cycle- AWARENESS |
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Definition
| • Impressions (CPM)—how many times an ad was shown |
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Term
| Display Advertising- Consumer Life Cycle- TRIAL |
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Definition
• Online orders-- # orders generated by advertising leads
• Online revenue – amount of revenue generated by advertising leads
• Online conversion rate-- # leads that order / total # leads
• Phone orders—phone orders generated by advertising leads |
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Term
| Display Advertising- Consumer Life Cycle- LOYALTY |
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Definition
• Account sign-ups-- # of account signups by advertising leads
• Email program sign-ups-- # email signups by advertising leads
• Loyalty program sign-ups-- # loyalty program sign-ups by advertising leads |
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Term
Display Advertising
Awareness is measured by..? |
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Definition
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Display Advertising
Interest is measured by...? |
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Definition
| Clicks or Click Thru Rate |
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Display Advertising
Trial is measured by....? |
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Definition
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Display Advertising
Loyalty is measured by...? |
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Definition
| o Repeat Sales, Orders, ROI |
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Term
| Advantages of Paid Search |
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Definition
o Better response since majority of clicks are based on true relevance
o No variable cost
o Good long term marketing solution |
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Term
| Disadvantages of Paid Search |
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Definition
o Ranking is difficult to predict
o Results are not immediate |
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Term
| Advantages of Natural Search |
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Definition
o Immediate results based on bidding
o Pay for performance model (only pay when you get a lead)
o Costs easily managed via daily caps
o Unlimited keywords
o Ability to test (keywords, ad copy landing pages, etc) |
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| Disadvantages of Natural Search |
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Definition
o Easy to loose desired position
o Can lead to bidding wars |
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Term
| Ways to improve Natural Search |
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Definition
| URL, Relevant Content, Title and Meta Data, and Inbound Links |
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Term
| Improve natural search ranking through inbound links by... |
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Definition
o Maximize number of sites that link to your site, i.e. a referral
o Search interpret higher number of inbound links with authority/credibility on topic
o See who is linking to your competitors and then see if they will link to you |
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Term
| Improve Natural Search ranking through URL by... |
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Definition
o Descriptive: make sure URL uses words that describe product/service, i.e. selling ice fishing guides → icefishingguides.com
o Relevant: use popular and relevant terms |
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Term
| Improve Natural Search ranking through Title and Meta Data by.. |
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Definition
o Relevant Title Pages, and media content
o Meta Data = data that describes other data, i.e. spiders can’t read text on graphic/ describe pictures
o Title, description, and call to action link come from meta data |
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Term
| Optimizing for Natural Search: |
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Definition
1. Define Target Market
2. Identify keywords TM would use to identify product
3. Make sure site includes them in: site content, page titles, URL's, and Meta Content
4. Increase inbound links to your site
5. Implement Paid Search to complement Natural Search |
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Term
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Definition
• Number of times a particular keyword/phrase appears on a page divided by the total number words on that page,
• Sites with higher keyword density for a keyword search phrase, will appear above sites with lower keyword density
• To improve search results, increase keyword density of the most popular and relevant words used to describe your product/service |
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Definition
o Promote local place of business, address with maps, links to popular places on website
o No extra costs, but click charges may apply
o Used to drive customers to the physical location |
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Definition
o Drives customers to call
o PHONE NUMBERS |
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Definition
o Up to 4 URL’s
o Drives customers to page of interest (home page bypass) |
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Term
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Definition
| o Promote products and drive online transactions |
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Term
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Definition
| o Includes number of brand followers or allows you to be +’ed in to a Google+ Page |
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Term
| • Communication Ad Extensions |
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Definition
o One-step form to sign up for alerts, updates, newsletters
o Form data could include email, zip, or name |
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Term
| Search Advertising-- Reach |
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Definition
| • FINITE OPPORTUNITY—you have to get people to define what people are searching for, you cant get customer to search for a product that they don’t know exists |
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Term
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Definition
o Title, tagline, & CTA link targeted based on: Keyword phrase, location, age, sex, day of week, time of day
o Use relevance to reduce cost, so people aren’t clicking on your link when they are searching for something else |
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Term
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Definition
| adwords appear in any order |
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| adwords do not appear in order |
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Term
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Definition
no"-" sign
jordan - shoes |
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Term
Paid Search
Ad position is based on |
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Definition
• Cost per click (CPC)
• Ad Ranking
o Click thru rate
o Landing page experience
o Ad relevance—keywords must make sense
o Ad extensions—location |
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Term
Paid Search Optimization
CLICKS and how to improve |
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Definition
• Vary keywords, geo targeting, day parting, day of week parting, varying search results titles, descriptions and call to action
Measures Interest |
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Term
Paid Search Optimization
CLICK THRU RATE and how to improve |
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Definition
• # of times paid search ad was clicked / # times it appears
Measures Interest |
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Term
Paid Search Optimization
BOUNCE RATES and how to improve |
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Definition
• % of time a paid search ad was clicked on, sending a user to user to a webpage, but no further
• Vary the keywords, search results titles, descriptions and CTA links
• Vary the landing page (images, copy, call to action messaging) |
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Paid Search Optimization
PURCHASE INTENT and how to improve |
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Definition
• # of times paid search visitors begin the shopping cart process (ie placed item in cart)
• Vary the connection between the landing page and the top of the purchase funnel (ie minimize clicks)
Measures Trial?? |
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Term
Paid Search Optimization
COMPLETED PURCHASE and how to improve |
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Definition
• Number of times paid search visitors complete a transaction
• Make minor changes to the shopping cart process to improve the conversion rate |
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Term
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Definition
• Cheaper
• Faster
• More effective |
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Term
| Email Marketing - Consumer Life cycle |
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Definition
• Awareness
• Trial
• Loyalty |
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Term
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Definition
• Customer engagement
• Focus on indicidual
• Content is personalized
• True 1:1 ratio |
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Term
| Advantages of Email for the Marketer |
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Definition
• Creates a true 1:1 channel with customers
• Can be done quickly and cost effectively
• Can be made relevant for customers (location, preferences, purchase behavior)
• Can be measured and optimized via A/B testing
o Open rates (A/B test subject line, from address, time of send)
o Click thru rates (A/B test creative, offer copy & call to action) |
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Term
| Advantages of Email for Consumer |
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Definition
• Convenient way to gain access to desired brands
• Provides timely news and promotional deals
• Gives customer voice in what they receive and how, Types of emails, Products or services of interest, Frequency
• Offers the right to end relationship at any time |
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Term
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Definition
visitor does not “uncheck a box”
Box is automatically checked |
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Term
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Definition
visitor proactively checks a box
asked if they would like to receive emails |
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Term
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Definition
Visitor proactively checks a box and sent an email asking them to confirm consent by replying
Use for luxury brands |
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Term
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Definition
| Visitor proactively checks a box and sent an email to confirm consent, but no reply is required |
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| Email Sign-up best practices |
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Definition
• Make it easy to find
• Require minimum amount of information and provide option to provide more for those who are interested |
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Term
| What is required for an email to be sent? |
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Definition
• Subject line - brand name and offer
• Offer – relevant, compelling, time bound
• Creative – engaging and motivating
• Layout – offer “above the fold”
• Call to action – clear and inviting
• CAN-SPAM:
o Reply to email address
o Unsubscribe/Opt-out option |
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Term
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Definition
1. Grow a data base
2. Plan a calander
3. Create and Send
4. Measurement and optimization |
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Term
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Definition
• 1. Best customers:
o Incentives—exclusive offers (product/brand) and access (information)
o Socliciation—brand’s website, social media destination
• 2. Good customers:
o Incentive—financial reward, deals, promotions
o Solicitation—website, social media, coupon/deal sites, search engines
• 3. Prospects
o Incentives—Financial (with upside), Prizes (wide acceptance and high chance of winning)
o Solicitation—promotion website, promotion social media site, search engines
• 4. Fringe
o Incentive—product related, needs to include rich offers to drive trial
o Point of solicitaiotn—rented email list, affiliate sites, i.e. linkshare |
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Term
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Definition
• Plan calendar strategically so that when you are sending out good offers they do not shut down your system/flood email
• Make sure calendar makes sense for your business goals, if you need to make your day send out incentive email
• Have resources to A/B test |
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Term
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Definition
• Gather content—subject line, copy, images, CTA links, text version, scend list
• Build Email—upload content into email builder
• Create Send List—Start w/ master list and segment to increase relevance based on, geography, preferences, and purchase behavior
• Test and Send – test email on various platforms and versions, schedule time and date, and set throttling
• THROTTLE: 1,000 go out every minute so it doesn’t break the website |
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Term
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Definition
o Factor—compelling subject line (biggest influencing factor)
o Measure—number of emails opened / # emails delivered
20% |
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Term
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Definition
o Measure-- # of clicks within emails / # emails opened
o Factor— compelling offer, creative, copy, clear call to action |
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Term
EMAIL
• Click to purchase |
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Definition
o Measure: # purchases / number emails opened
o Factor: shopping cart |
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Term
EMAIL
• Refer a friend rate |
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Definition
o Measure
o Factor—compelling offer, clear/easy call to action |
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Term
EMAIL
• Opt-out rate (30%) |
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Definition
o Measure—opt out clicks / # emails opened
o Factor—frequency and relevance of emails |
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Term
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Definition
| emails that are undeliverable |
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Term
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Definition
| emails undeliverable at a specific time |
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