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17 Cards in this Set
- Front
- Back
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What is a search engine? |
A database of intentions |
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What are three key aspects of traffic building? |
1. Targets 2. Techniques 3. Timing |
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What are the different steps within Key phrase analysis? |
1. Demand analysis – identify thepopularity of each search term, its relevance and the competition a. Broad matchb. Phrase matchc. Exact match 2. Performance analysis – assess how thecompany is currently performing for these phrases 3. Gap analysis – identifies for eachphrase and product where the biggest potential for improvement is 4. Set goals and select key phrases |
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What are four factors that influence search enging ranking? |
→ On page optimization → External linking → Internal link structures → User behaviour signals |
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How can you calculate the cost per acquisition? |
(100/conversion rate %) x cost per click |
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What are some advantages of Pay per click? |
→ Good accountability → Predictable → Technically simpler than SEO → Speed → Branding → Remarketing ndFragment |
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What are some disadvantages of pay per click? |
→ Competitive and expensive → Inappropriate for companieswith a lower budget or narrower range of products → Needs specialist knowledge → Time consuming → Irrelevant |
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What are the main techniques in applying SEM? |
→ Ensure your site is included inthe indexed of the main search → Complete key phrase analysis toidentify phrases relevant to your market → Start a search engineoptimization initiative → Maximize quality links from andto different sites Review relevant pay perclick advertising |
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Name the 4 key differences between online and traditional PR? |
1. The audience is connected toorganisations 2. The members of the audience areconnected to each other 3. The audience has access toother information 4. Audiences pull information |
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Name the 6 best practice approaches for link building |
1. Achieve natural link building throughquality content 2. Request inbound – or one waylinks from partners 3. Reciprocal linking 4. Buying links 5. Creating your own externallinks 6. Generating buzz through PR |
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What are some advantages of display advertising? |
→ Ads are highly targeted → Ad networks can reduce costs → Behavioural retargeting options → New ad formats can increaseresponse |
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What are some weaknesses of display advertising? |
→ Poor and diminishing clickthrough rates → Relatively high costs → Branding effects is difficultto quantify |
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Name some benefits of affiliate marketing |
→ Gaining more visibility in thepaid and natural listening → You can use differentaffiliates to target different audiences → Affiliates may be moreresponsive than your in house teams → Can be used to generateawareness of an unknown brand → Reduces the risk → The cost of acquisition can becontrolled well |
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What are CRITICAL email marketing succes factors? |
→ Creative → Relevance → Incentive → Targeting and timing → Integration → Copy → Attributes → Landing page |
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What three things are needed to make a viral campaign? |
1. Creative material 2. Seeding 3. Tracking |
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Which aspects of the online brand must be communicated? |
1. The brand name and URL 2. Online value proposition 3. Traditional brand values 4. Sales promotions and offers |
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What are the four main tools of PR? |
→ Advertising → Word of mouth → PR → Direct mail and physicalreminders |
