DAM
DAM
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Flashcards
Average tome on site
How long the average user browsing a website after arriving from a search engine or referral link
Bounce rate
Percentage of users who land on a page and leave immediately – without navigating to a different page or interacting with on-page elements
Average pages per session
Average number of pages that users visit during a browsing session on a website
Scroll depth
How far users are scrolling down specific pages on your site
Top exit pages
Which pages most frequently trigger users to exit their website
Page speed
How fast a specific page on your site loads its content and becomes responsive to inputs from the user
Most Annoying Digital Ads
- Video ads that play automatically on websites with sounds (66.7%)
- Video ads that play automatically on websites without sound (55.5%)
- Audio ads (on music streaming services or podcasts) (47.4%)
- Ads that show up based on my online searchers (42.4%)
Strategies used by internet users worldwide to avoid ads
- use ad blocking technology
- changed media habits to see less advertising
- have found ways to avoid almost all ads
- pay for streaming services
Most trusted advertising channels
- Print ads (newspapers, magazines) (82%)
- TV ads (80%)
- Ads/catalogs I receive in the mall (76%)
- Radio ads (71%)
least trusted advertising channels
- Online pop-ups (25%)
- Ads in podcasts (37%)
- Mobile phone ads (39%)
- Online banner ads (39%)
What percentage of your firm's overall budget does amrekting currently account for?
12.6%
Marketing expenses account for what percent of your firm's revenues?
11.4%
DM campagin implementation
Metrics and measures -> CSFs and KPIs (Plan qualitty KPIs)-> Objectives (Scoping and setting campaign aims, short-term campaign objectives -> Goals (Business goals increase market share)
Paid search Marketing (def. +2)
(also pay-per-click, PPC): a company pays for (tex) ads to be displayed on the search engine results pages as a sponsored link (typically above, to the right of or below the natural listings) when a specific keyword/ keyphares is entered by the search users.
- Paid search engine advertising programs (e.g. Google Ads, Microsoft Bing)
- Example of biddable media where business have to bid against other business in auctions to achieve visibility for their adverts.
google quality score (3)
- expected click-through rate (CTR)
- ad text relevance
- landing page relevance
Keyword/ Keyphrase selection
- Relevance: most important aspect
- If data available, choose a high-performance keyword
- Search volume: keyword relevance has to be balanced with search volume
- Level of competition: high-competition keywords mean that relative to other keywords, a higher number of advertisers bid on that keyword
- Suggested bid: how much can you expect to pay per click to advertise on the keyword
Keyphrase selection: branded keywords
- Associated with names, trademarks, or slogans of particular companies
- Compliance with search engines’ trademark policy in home country
- Should you pay for keyphrases including your own brand name?
Other Factors to consider for Keyphrase selction (4)
Geography: Show your ad only in regions where you also trade your product (else waste of resources). If internationally, ad campaigns on country-by -country basis may be worthwhile.
Device type: Search behavior differs across types, so search ads should also be adapted to these differences
Language: Segmenting based on language can be an effective strategy for increasing returns
Demographic targeting: Segmenting based on demographic variables (many more available now)
Tiered Keyword Bidding Strategy
- Means bidding on the same keyword with all four match types
Advanced paid search: Day parting (Custom ad scheduling)
Allows you to control the days of the week and times of day that you want your ads to display (also adjust the maximum bid levels based on these parameters)
Advanced paid search: site linke extensions
allow you to present alternative links within you ad
Advanced Paid search: click to call
If a business has the ability to take orders over the phone, then adding the phone number to an ad is advised as it will drive up conversions.
Advanced paid search: Location extension
Allow the display of a business address, phone number and a map
Advanced paid search: Product listing ads
shortcuttung customers directly to a product
Competitive Intelligence (4)
- Paid search is auction-based, thus, you cs. Your competitors
- Crucial to track what competitors are doing to make sure you are one step ahead
- Examples: google your keyphrases and view ads
- Tools to track ads
- Market defender, adGooroo and Adthena
- Allow to analyze competitive data and leisure and typically include competitive ad copy, day parting strategy, and split testing evidence.
optimize ads and create new ad text: use ad
Run two ads for desktop and two ads for mobile simultaneously to test which ones are performing better
Optimize ads and create new ad text: A/B testing
- Switch up your benefits and unique selling propositions (e.g. does affordabliitiy mean more to your customers than quality?)
- Creative vs. straightforward messaging
- New CTAs and CTA placement (e.g. is “Apply Now” getting more click than “learn more?”)
- Is you quality sore low? Make better use of your keywords
Reach and traffic metrics: Impression
Each time your ad is displayed an impression is made
Reach and traffic metrics: Click
A user interacting with the ad by clicking on it. End result of it: visit to your site
Reach and traffic metrics: Click-through-rate (CTR)
Number of clicks/ number of impressions
Reach and traffic metrics: Average position
Average position where your ad appears on the page (very top page = first position)
Reach and traffic metrics: Impression share
measure of how much of the available impressions you have captured. Maximum being positon 1 of 100% of the time.
Cost metrics: Pay per click (PPC)
Advertisers choose a maximum amount they are willing to pay each time a user clicks on their ad.
Cost metrics: Cost per click (CPC)
Cost of each click an advertiser pays once a user clicks an ad in their PPC campaign
Cost metrics: Cost per action (CPA)
What advertisers pay when their ad click leas to an action such as a sale
Cost metrics: Cost per thousand/mille (CPM)
Cost for 1000 ad impressions (displays) – not clicks
Low CTR and high conversion ratio/rate:
- Is my ad using too much jargon or targeting too specific of an audience?
- Are my competitors presenting more compelling benefits or differentiators?
- Do I have a weak call to action? Can I instill urgency in my copy through emotional triggers?
High CTR and low conversion rate/rate:
- Does my ad copy meet the landing page’s objective?
- Is my landing page doing a poor job of closing the sale or providing a difficult experience?
- Is the targeting wrong?
Average cost per click switzerland
has on average CPC of 21% less than the US average, wich is between 1-2$ on the search network
Conversion metrics: conversion rate
Ratio of orders/leads to the number of clicks. Measure of your site’s ability to concert traffic also ad itself.
