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What user activity to web servers track
- IP Adress
- Timpestamp
- Files Accessed (what you did and where you went)
- Referrer URL (previous site)
- Username (if logged in)
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What are Cookies
Information stored on a user's computer by a web server that can be written, read, and modified (session data, authentication data, site preferences)
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1st party cookies
Stored on a computer by the site you are visiting (usually account/profile/preference data)
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Third Party Cookies
Stored on a user's computer by a third party, usually an ad company, to collect behavior data
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Visit/Session
(website metric)
period of interaction between visitor's browser and website. (There is an inactive time of 30 minutes)
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Visitor
(website metric)
A distinct person visiting a website as near as can be distinguished (distinguished by the IP address)
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Page
(website metric)
- Any file or content delievered by a web server that is considered a web document. Includes:
- HTML pages
- Script-generated pages
- Plain text pages
- Sound files
- Video Files
- ECT
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Pageview
(website metric)
An instance of a page being loaded by a browser
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Bounce Rate
(website metrics)
Percentage of single page visits or visits in which the person left your site from the landing page
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Pages/Visits
(website metrics)
Pages per visit is the average number of pages viewed per visit (good indication of engagement)
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Average Time on Site
(website metric)
Time on site is the difference between the first page request and the last page request in a single visit. (engagement metric)
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Key Preformance Indicators (KPIs)
- The primary metrics you will use to evaluate success of an online presence. They depend on specific goals. Examples:
- Conversions/Lead submissions
- Reach (Unique visitors)
- Frequency (pages per visit)
- Clickthrough rate
- Interactions/Engagements
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Search Engine Optimization (SEO)
Optimizing the pagerank and appearnce of a website/page in organice search results
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Tips From Googles on SEO
- Create unique, accurate, descriptive page titles (title tags)
- Use a clear description meta tag
- Optionally use a meta keywords tag
- Use descriptive file names
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Search Engine Marketing (SEM)
Creating relevant advertising for targeted search results pages
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Impression
When a digital ad is displayed onscreen
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Cost Per Mille (CPM)
Ad inventory that is sold at a certain price per 1,000 views or impressions
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Pay Per Click (PPC)
An interactive advertising model where an advertiser ONLY pays for clicks on an ad and not impressions
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Cost Per Click (CPC)
The price an advertiser pays if their google ad is clicked on by a user
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Cost Per Click (CPC)
The price an advertiser pays if their google ad is clicked on by a user
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Technical requirements of an Adwords campagin
- Link text is limited to 35 characters. Languages using double-width
- characters (such as Chinese, Japanese, and Korean) can have 17
- characters.
- The Destination URL is limited to 1024 max characters.
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Link Text Guidelines of a Adwords campagin
- Accurate and clear link text: Your link text must directly relate to the content on the landing page for your ad. When users see your ad, they should be able to understand what kind of product, service, or other content they will find on the site you are directing to.
- Use of symbols: Symbols used in link text that do not serve any purpose other than to draw attention to the Ad Sitelinks are not allowed.
- No Keyword insertion: You cannot use the keyword insertion feature within your link text.
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Googles Advertising Claim Policy
Google AdWords doesn't allow ads that make inaccurate claims. Inaccurate claims include competitive claims, superlatives, and unverified offers.
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Googles Keyword Tool
- Competition
- Global Monthly Searches
- Local Monthly Searches
- Suggested Keywords (keyword ideas)
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Google Traffic Estimator
- Kewword
- Global Montly Searches
- Local Monthly Searches
- Estimated Avg CPC
- Estimated AD Postion
- Estimated Daily Clicks
- Estimated Daily Cost
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Online Display Advertising
"Billboard" advertisments appearing on content-rich websites alongside primary pages and articles using rich media options and associated with branding campagins (low CTR)
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Geographic Targeting
(targeting methods)
Target by physical location; exampe: banner ads for UNI appearing only in Iowa
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Daypart Targeting
(targeting methods)
Targeting by the time of day ads run; example: budwiser ads running on friday afternoons
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Demographic Targeting
(targeting methods)
Targeting by age, gender, income, occupation, and household size/type.
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Contextual Targeting
(targeting methods)
Targeting with ads that have a relationship to the content appearing with
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Behavioral Targeting
(targeting methods)
Targeting people who have completed a particular action or online behavior with ads in unexpected places
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IAB Universal Ad Pacakge (UAP)
- A set of four ad sizes that all compliant member publishers have agreed to support. Can be a gif, jpeg or swf. No higher than 40k of download and recommend animation lenght of 15sec. Include:
- Leaderboard - 728 x 90
- Wide Skyscraper - 160 x 600
- Medium Rectangle - 300 x 250
- Rectangle - 180 x 150
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6 foundations of great digital creative
Is the idea: Interactive, Customizable, Contextual, Entertaining, Playable, Useful
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Ad Rank Formula
Max Bid x Quality Score = Position
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Cost for Google Ad
Price of A x Quality A = Bid B Quality B
Price of A = Bid B (Quality B) / Quality A OR
Price of A = Ad Rang/Quality A
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Spam
Is unsolicited (recipient did not ask to recieve it) and Sent in Bulk
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CAN-SPAM
- Bans false or misleading header information (header is subject, from, and first few lines)
- Prohibits desceptive subject lines
- Requires that your email give recipients an unsubscribe method
- Commercial email must be identified as an advertisement and include the senders valid postal address
- Cannot "harvest" email addresses
- Cannot generate email addresses using a "dicitonary attack" (combinbing random names, letters, numbers)
- Tehcnical provisions on how they are actually sent
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Email Marketing Metrics
- # Sent: the number initially sent out
- # Delivered: the number of sent emails that get to the recipient
- # Opened: delivered emails actually opened
- # Clickthroughs: opened emails resulting in a clickthrough to a landing page
- # Unsubscirbed
- # Complaints
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Email Marketing Categories
- Transaction: Single sale focus
- Aquisition: Aquiring new contacts via email subscriptions (newsletters, daily updates, special announcements, ect)
- Retention: "lifetime value" customer relationship focus, created focused relevant content, loyalty programs
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Microsites
- Action-oriented
- Targeted
- Rapid deployment
- Low maintenance
- Inexpensive
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Microsite Objectives
- Lead Generation
- Drive Sales
- Branded Experience
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Landing Page elements
- Logo
- Response Channel
- Prominent Call to Action
- Offer/Value
- Consise Supporting Copy
- Video
- Relevant Internal Links
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Wire Frames
- A simplified view of what will appear on each screen
- Purpose: to communicate innitial ideas
- Scope: to visiualize and prioritie content and structure
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Wireframe Elements
- Content Areas
- Content Descriptions
- Content Pirorities
- Links and Form Elements
- Annotations/Identifiyin information
- Page objectives/Rationale
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Strengths of an Online Video
- Playing to an Attentive Market
- Can ignit market into direct action
- Can establish an emotional connection
- Engagement can be measured
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Online Video Types
- Viral (Swagger wagon)
- Simple Story/Webisode (Will it Blend)
- Product benefit (google chromebook)
- Direct Response (enterprise car sales)
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"Sticky" Ideas
- Simple
- Unexpected
- Concrete
- Credible
- Emotional
- Stories
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The "Fab Four" style of scriptwriting
- Attention Getting intro (something to get and keep their attention)
- Simply stated true value (the offer)
- A call to action
- A window of opportunity (time-based deadline)
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