Digital Marketing & SEO (BUS 267)

Okay, welcome back to volume to me.

I'm gonna have to skip ahead every I'm just gonna

have to do this until I get to popularity Optimization

Almost there.

There we go.

So when we're talking about popularity optimization we're really talking

about, like the quality of we're definitely taking into account

the popularity of your page.

Um, the quality.

So, like, one idea would be like, let's say, let's

say, a reputable, high quality site that they use the

example of target links to a smaller site.

And if that's your site, then man, that's going to

really raise your popularity score with Google, and it's going

to help with your search engine optimization.

So if you can get bigger companies to link to

your website, that's absolutely going to help put you at

a higher ranking level.

So when they're taking a look at quality scores, right,

this is, um, they're gonna be taking at a look

at external links from pages.

Um, so they're going to be taking a look at,

um, let me regain my my thought process here.

So really, what?

I mean when we're looking at popularity and we're looking

at the quality score portion.

It's really going to depend on who is linking to

your site, right?

So, like I said, if Target does it, and that's

kind of would fit under this third example here if,

like Target and Wal Mart and a few other big

popular high quality sites linked to you, then that's going

to help your ranking for your search.

Now, if you go up to the top, if you

have several external links from pages that are coming to

you or your linking to external pages that are local,

that they have low quality scores, then that's going to

hurt your ranking and not going to rank you up

as high with Google.

So and then, obviously, if you just have a few

high quality ones, it'll just kind of rank you somewhere

in the middle and just kind of rank you reasonably

well, but not great.

Okay, sorry, guys.

I just got interrupted again and trying to my mind

back on track.

Okay, so we're going to finish the rest of this.

So there's there's kind of like three different types of

back links that have a big portion of the quality

score, so there are natural back links that occur because

someone who found Web content on the link to page

was useful, right?

So these are links from external sites that would occur

because maybe someone who found Web content, um, was useful.

So, like, let's let's say, for example, you had a

Web page with an article that you had written that's

titled 10 Great Ideas for a Fun Safe Spring Break

Right. And those who linked to it using you know,

whether it's on the Web page or on their blog,

something like that are creating natural links, right, natural back

links. So these are actually like the most coveted, most

highly coveted links that you can get.

And if you can get a lot of of of

reputable people to create the natural back links, that will

really help your your quality score.

Now, manufacturers back links occur through intentional link building activities.

Right, So these are links you obtain, uh, maybe you're

asking customers, business partners or maybe some other websites to

link to you.

Um, would be considered a manufactured back link.

Now it has some value.

As long as it's coming from a reputable website, it's

just not going to be as valuable as the natural

back links.

And then there's the self created back links.

These are links that are, you know, marketer creates and

embeds in places like a forum.

Post blog comment, online directory listing, maybe even like a

press release that they put out.

Um, it has some value, but it's pretty limited.

Um, it could, even if it's done poorly, it could

even negatively impact your search engine optimization.

So you have to be careful with the self created

back lanes.

It's amazing, right?

How much stuff that goes into when Google is creating

these quality scores and taking a look at these websites

and ranking them how many different factors are really looking

at? All right, let's take a look at like so

So an advertising choice is using digital and then paying

for it on a paper click basis, right?

So let's just go over some of the terms that

are important when it comes to pay per click.

So impressions this one's this still kinda gets a little

wishy washy with me, but so so I I I

want to go over and try to make it as

clear as I can.

So impressions this occurs each time an ad is displayed.

Okay, so if the ad gets put on to instagram

100 times, it's displayed 100 times.

And that's 100 impressions, right?

If. And then clicks or when, uh, some an ad

is actually clicked on, right?

So cost per click is the amount of money that

you the advertisers are paying when somebody clicks on its

ads. So maybe you might pay for like, Hey, we

want you to at least post 100,000 ads out there

display 100,000 ads on social media or on through email

or on a website not to social media yet so

on a website so they could do that and you

might pay for it that way.

Or you might just be paying for how many times

somebody clicks.

The ad right.

That's a real benefit to digital Marketing is if you

think about like, how does TV advertising work, right?

You just blasting out a message and you're hoping some

people watch it, but you got to pay a lot

of money to create the ad, and then you've got

to create a money a lot of you have to

pay a lot of money to get the ad on

TV or the radio or on a newspaper.

Yeah, but how many people look at it?

You really can't control that.

So but with a cost per click, Um, payment strategy,

right? Or payment terms.

Now you're only being charged for people who click on

the add right so that can that can be a

real efficient way to spend money on advertising.

Um, and this is why the digital to spend on

digital. One of the reasons why do you spend on

digital is increasing so much because markers feel like they're

getting more bang for their buck.

Um, we need to understand the idea of click through

rates. So the percentage of clicks to impressions, right?

So if there's 100,000 impressions right, the the ad displays

100,000 times and 1000 people, uh, click on it, then

it's just 1000 divided by 100,000.

And that's gonna be your click through rate.

Now we get to go to conversion.

And this is what really matters in marketing, right?

So this is when the Web visitor takes the desired

action on the landing page, and then the ad takes

them are sorry.

The landing pages.

Somebody clicks on an ad.

It takes you to your website.

That link that website that it takes them to is

the landing page.

Okay, so a lot of times, you better make sure

that that landing page is good and that people can

buy what they're looking for right then and there.

Now, if the ad takes them to the landing page

and then they take, uh, they they make the purchase

or they subscribe to your to your podcast or they

register for an event.

That's a conversion.

Once we've got the customer to do what we want

them to do in the end, that's a conversion.

And so then we can start to look at conversion

rate, right?

Like Okay, we paid for 100,000 impressions out of those

100,000 impressions.

What was our conversion rate?

How many people who who were exposed to the ad

actually became a customer or did what we were hoping?

Um, that's what we really are interested in, right?

That tells us overall, if the whole program is working

so again, this idea of landing page.

That's the website that the Web page that visitors are

directed to when they click on a on a paper

click. Add right.

So I was mentioning this in our weekly discussion, actually

where it's like there was, um So I had an

INSTAGRAM ad for some bike tires that I thought looked

really interesting.

I clicked on it and it didn't take me to

the website with those tires.

It took me to a website of similar items, and

I was kind of frustrated by that.

So I kept scrolling through the ad and they had

a different pair of tires.

I thought also looked interesting.

I clicked on that and it did take me exactly

to those tires.

Well, I went as I went back and just kind

of bounced back between both sets of tires.

What I found out is that first one, it was

out of stock.

Okay, now there's you have a little bit of a

problem if you're advertising something that's out of stock.

But the landing page, they have adjusted the landing page

to say, Hey, don't take him to the landing page

for the out of stock item, take him to the

landing page, where it's like similar items so he can

still see what else he could buy that similar to

what he clicked on.

Right? So that's actually pretty good again.

You don't want to make a habit of advertising things

you're out of stock on, but if you are going

to do that, at least you know, bring somebody to

a site that they can buy or or they can

complete. They're what you want them to complete in one

or two clicks.

If you if they click on an ad, they come

to your landing page and they still have to dig

around a lot.

That's gonna be a problem.

So the call to action, um, is usually like when

you find that landing page, there's usually a button there

that's very clear.

That says, this is what we hope you're doing, whether

it's purchase, whether it's sign up, that's your call to

action, right?

And that's really important term.

Um, in fact, in this class last year, I made

students create a promotional video, and at the end they

had to have a call to action, right?

What is the purpose of the ad What are you

hoping that the customer potential customer does?

Um, so Google actually does a quality score.

So where they take a look at the keywords, the

ads and the landing page experience, and they take a

look at all that on on an ad, and then

they will rank it, Um, from a quality standpoint as

well. So, like I said at the beginning, pay per

click ads.

Charged the marketer only when the ad is clicked on.

So that's kind of nice for a marketer, right?

So managing your marketing budget is a little bit, you

know, easier, right?

You you're not paying for people who look at it

but don't actually click on it.

Um, it can also allow for bidding for ad space,

right? So a lot of different advertisers might want that

space, and so it can actually, um, bump up the

cost there.

So let's say you're going to put together a paper

click. Add the first thing you need to do, just

like with any other marketing strategy is defined your audience,

right? Get a really clear, uh, buyer persona or target

market in mind before you start to put together this

advertising campaign again similar to any marketing campaign.

Make sure that you said an objective.

Are you hoping for what kind of conversion rate are

you looking for?

What kind of, um, you know, spend are you looking

for? Make sure that you set an objective.

What kind of time frame are you hoping to get

this done by and then research the keywords?

And that's the difference.

That's the big difference between a traditional one right?

Figure out what the keywords are.

They're going to drive people to your ad that's going

to make your ads show up on certain pages.

That's going to make your ads show up in front

of the audience that you wanted to.

You got to build a really good landing page.

Like I said, You can't just have people click on

an ad and come to your home page.

You need to bring in them to a page that

then, uh, you know, has a great landing page that

they can complete the cult action quickly, right, and then

create the ad is step five.

Make it make it appealing.

Add that people are going to come to and then

set the add keywords, um, and and figure out who

you're targeting and then test it.

That's awesome.

Part about digital advertising is you don't have to launch

it on on national TV, right?

You can test it in small markets first, see how

it works, and then you if it's if you're getting

the conversion rates that you that you hope you were,

then you can expand it from there and start spending

more money.

Okay, I don't have much time to talk about re

marketing, but I think I can get through this.

Re marketing is this fun little thing that you see

when you click on a website it tells you that

they're using cookies, right?

Advertisers are setting up re marketing campaigns to show ads

to people who have visited their websites before, right?

So when you when you go to some other website

and then you see an ad for something you were

looking at before, that's re marketing and they've gotten very,

very good at this, Um, these ad campaigns work very

well because the majority of people who visit websites leave

without taking that desired action that call to action that

they had had right and So you leave.

You didn't buy it.

And so they put it in front of you again

to hope that you maybe change your mind.

So this is just a quick visual that on what

kind of re marketing looks like And you guys are

probably really familiar with it.

I know that I am.

But so you're the visitor.

You visit a web page, you exit the web page,

you go onto another site.

And what do you know?

There's an ad that returns you to the website where

you didn't buy something right again.

It can be done really well or not so well.

And the ones that are done.

Well, you know, I know that there's a lot of

products that I've bought after leaving a website, not buying

it the first round.

Okay, so they've got me.

Okay, so that's the end of this lecture series.

Um, I'll have, like, kind of a part two to

this lecture series when we talk about social media marketing.

Thanks.

Digital Marketing & SEO (BUS 267) - vol. 2

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