GET DEEP INTO DIGITAL MARKETING CHANNEL

1.           Briefly describe the Google Search Network and the Display Network

What is Google Search Network

                _ Google Search Network ( GSN ) is one of Google platform of search related websites and apps where your ads can appear. This includes Google Search, Google Play, and Google Shopping, as well as other search partner websites that display ads. ( Sources: Pulsepromote )

What is Google Display Network 

                 _ Google Display Network ( GDN ) is a multi-platform of websites, that include Google properties like Gmail and Youtube, and apps that can show your display ads to your target audience.  (  Sources: Web FX )

_ With Google Search Network ( GSN ) : Your Ads appear when users type in a specific keywords on Google search & search platforms      -    While   -  vs  -

 _ With Google Display Network ( GDN ) : Your Ads appear on multi websites, videos and apps across the internet. GDN is more effective for brand awareness, remarketing, and visual story.   (  Sources: OSTEN POWERS )

2.           Summarise the 3 main bidding strategies: cost-per-click (CPC), viewable cost-per-thousand : cost-per-click (CPC), viewable

 impressions (vCMP) and cost per-acquisition (CPA).

What is Cost Per Click ( CPC )?

              _ Cost Per Click ( CPC ) is a metric that measures how much an advertiser pays each time someone clicks on their ad. And it’s one of the most important metrics in online advertising. ( Sources: Semrush ).

Advertisers commonly use CPC with a set daily budget  for a campaign. When the advertiser’s budget is reached, the ad is automatically removed from the website’s rotation for the billing period.

What is viewable impression ( vCMP )?

                _ Cost Per Thousand Impressions ( vCMP ) is a metric used to measure the cost of an ad per thousand viewable impressions. In other words, it measures the cost of displaying an ad to a thousand user who actually see it. Viewability is a key factor in vCPM.

You have to notice CPM is the Cost Per Thousand Impressions of an ad, and vCPM is the cost per thousand viewable impressions. ( Sources: Microsoft  Bing )

In essence, CPM clarifies how much advertiser pays for 1,000 impressions of an ad. CPM has a direct impact on other key performance indicators like Click-through Rates (CTR), Return On Ad Spend (ROAS), and ROI.

What is Cost Per Acquisition ( CPA )?

               _ Cost Per Acquisition ( CPA ) is a metrics that measure the total cost to acquire one new customer. It’s calculated by dividing your total marketing spend by the number of new customers gained within a given period. With CPA, you have a clear view of your marketing strategy effectiveness through your ROI ( Return on investment ).

CPA is sometimes referred to as “ cost per action ”. This is because the term acquisition can represent various actions taken to earn a new lead, such as the customer making a purchase, downloading materials, or signing up for something a business offers. ( Sources: Amplitude )

   _  Formula from metrics

             CPC = Total Ad Spend / Total Clicks ;

             CPM = (Total Cost / Number of Impressions)*1000 ;

             vCPM = (Total Advertising Budget / (Actual         Impressions Viewability Percentage)) 1000 ;

            CPA = Total Marketing Costs / Number of New Customers

3.           Provide an overview of the following types of advertisements: Search Network only, Display Network  only and Remarketing

What is Search Network Only?

                _  The Search Network  ( SN ) Advertising by definition, a Search Network refers to a group of websites that allows ad displays and free listings can appear, such as Google maps and search partners. When you advertise on Google your ads can show near search results when someone searches with terms related to one of your keywords. SN Advertising provides several benefits to businesses that are looking to promote their products or services, so by SN advertising your brand can actively reach the audience and showcase all their similar products. ( Sources: BREMIC )

What is Display Network Only?

              _ The Display Network ( DN ) is a multi-platform of websites, apps, and videos that partner with Google to show ads. These ads can be shown in a million of websites and apps, including well known such as Youtube, Gmail, and niche sites and apps. With DN advertisers can use a variety of targeting options, such as demographics, interests, and keywords, to ensure that their ads are shown to the most relevant audience. That can include a variety of ad format, such as video and interactive ads. The Display Network also provide metrics performance such as click through rates and conversion rates, that can provide an effective ROI of your campaigns. ( Sources: SiteAds )

What is Remarketing?

                _ Remarketing is a digital marketing strategy that helps businesses reconnect with past website or app visitors. Remarketing serves as a reminder of your brand to customers who haven’t taken a desired action yet. Since these users visited your site and demonstrated an interest in your company, remarketing can significantly improve conversion rates. With Remarketing you can re-engaging with a potential customer. There are many ways to do remarketing, but some of the most popular platforms are Google Ads, Facebook Ads, Microsoft Advertising, and Adroll. ( Sources: Adobe for Business )

4.           Provide an overview of the three layers of Google Ads: account, campaigns and ad groups

What is an Account Structure?

                    _ An account structure is the backbone of your search engine marketing. It involves crucial factors such as Campaigns, Ad Groups, Keywords, and Ad copies.

You have to notice these factors have a connection to one another making it more challenging to manage and make changes after you have launched many campaigns.

Ad groups are part of a campaign. Distinct keywords trigger specific sets of ads in ad groups. Ad groups are divided into keyword sets, with each group targeting a different set of keywords.

What is Ad Campaign?

                    _ An Ad Campaign is a series of advertisements that holds a specific message intending to achieve a goal. You create an ad campaign to meet your brand’s goals, such as:

  . Creating brand awareness for new product;

  . Driving sales for services or products;

  . Generating leads by asking people to sign up for an email or download e-books for free.

What is Ad group?

                    _  An Ad group is a “ container ” for your keywords, ads and landing page. It is up to you how to organise an account, although different sorts of services or items are commonly defined and created as individual ads within ad groups. With Ad group you can access:

   . Campaign structure

   . Theme segmentation

   . Control Keyword/ ad association ( Sources: ROOTSDIGITAL )

5.           Briefly explain 3 best practices for creating effective advertisements

                     _ Today most brands rely on online marketing  for increasing brand awareness, boosting sales or promoting product. In this articles, we will provide 3 best practices used by marketers to create effective advertisement .

At the start, you have to know your target audience, a successful campaign depends on knowing your target audience well. You should have in-depth knowledge of your target audience’s demographics, interests, needs and behaviours. This information will help you customize your campaign accordingly and capture their attention. The better you know your audience, the more effectively you can communicate your message.

After then you have to create a Strong  Call-to-action ( CTA ) is a critical element that  encourages consumers to take specific actions. An effective CTA should be clear, direct, and persuasive. Examples of strong CTAs include “BuyNow ”, “ Sign Up Today ,” or “Visit Our Website”.

To conclude another best practice is to develop creative assets. You must clearly define what sets your brand apart. A well designed advertisement reinforces your brand’s distinct value, making it more recognizable and memorable to your audience.

  ( Sources: Voldi ) .

6.           Describe the purpose of the Google Ads Search terms report

              _ The Google Ads Search Terms Report is a board report that display all the search queries ( full terms ) that people are using, and potential target keywords typed into Google search. It’s the most important tool used by marketers. Before launching a Campaign advertisers use Search Terms Report to gain insight into the queries   triggering your ads such as, your audience demographics and behaviours. In addition, why Search Terms Report is so relevant for advertisers, it’s display the raw data of searches and select the associated keywords, you can target to generate your queries. By associating the search terms to a specific terms to a specific keyword you are targeting in your campaign you can see the performance of your campaign.

In conclusion the Google Ads Search Terms Report is a most valuable tool to strengthen your ad campaigns. Through a deep analysis of your Search Terms board, you gain a deep insight unto your audience behaviours and customers, that allow you to adjust your strategy  and to target your relevant keywords. You will surely create a more effective and efficient Campaigns. ( Sources: Rockstar MARKETING )