Pay-Per-Click Search Engine Marketing: an Hour a Day
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Social Media Analytics
MEDIA DEVELOPMENT Social media analytics A practical guidebook for journalists and other media professionals Imprint PUBLISHER EDITORS Deutsche Welle Dr. Dennis Reineck 53110 Bonn Anne-Sophie Suntrop Germany SCREENSHOTS RESPONSIBLE Timo Lüge Carsten von Nahmen Helge Schroers Petra Berner PUBLISHED AUTHOR June 2019 Timo Lüge © DW Akademie MEDIA DEVELOPMENT Social media analytics A practical guidebook for journalists and other media professionals INTRODUCTION Introduction Having a successful online presence is becoming more and In part 2, we will look at some of the basics of social media more important for media outlets all around the world. In analysis. We’ll explore what different social media metrics 2018, 435 million people in Africa had access to the Internet mean and which are the most important. and 191 million of them were using social media.1 Today, Africa is one of the fastest growing regions for Internet access and Part 3 looks briefly at the resources you should have in place social media use. to effectively analyze your online communication. For journalists, this means new and exciting opportunities to Part 4 is the main part of the guide. In this section, we are connect with their › audiences. Passive readers, viewers and looking at Facebook, Twitter, YouTube and WhatsApp and will listeners are increasingly becoming active participants in a show you how to use free analytics tools to find out more dialogue that includes journalists and other community mem- about your communication and your audience. Instagram is bers. At the same time, social media is consuming people’s not covered in this guide because, at the time of writing, only attention: Time that used to be spent listening to the radio very few DW Akademie partners in Africa were active on the is now spent scrolling through Facebook, Twitter, Instagram, platform. -
Six-Steps for Search Engine Marketing Learning
SIX-STEPS FOR SEARCH ENGINE MARKETING LEARNING Kai-Yu Wang, Brock University AXCESSCAPON TEACHING INNOVATION COMPETIION TEACHING NOTES Google AdWords is considered to be the most important digital marketing channel, causing firms to consistently increase their budget in this area (Hanapin Marketing, 2016). Paid search advertising expenditures in the US are predicted to reach $45.81 billion by 2018, making up 42.7% of the total expected digital advertising expenditures in the country (eMarketer, 2018). One of the key challenges in teaching digital marketing is determining how to help students learn digital marketing strategies with actionable tactics that they can directly apply to the real digital business world. Thus, a six-step process was proposed and used in my internet and social media class to address this pedagogical problem. Students learned search engine marketing (SEM) through in-class assignments and a SEM campaign for a local organization. 1. Local Businesses (i.e., community partners): Before the semester began, a call for service-learning project participation was sent to a pool of local community partners. Among the 24 interested community partners, nine from various industries (e.g., wine, construction, auto repairs) were selected to work with my internet and social media marketing class. In week two of the semester, nine teams (five students per team) were formed and randomly assigned one local business to work with on the project. Each team was required to schedule a meeting with its community partner in the following week. The purpose of this meeting was to understand the partner’s products/services, current marketing strategies, and digital marketing problems. -
Global Compliance of Cookie-Bassed Web Analytics Activities
Global compliance of GLOBALcookie-bassed COMPLIANCEweb analytics oactivitiesf cookie-based web analytics activities Finding a cross-border compliance solution [Version 3.0 (April 2012). for cookie-based web analytics activities should be on the agenda of every company doing business online, as well as web analytics software vendors, online content publishers and online advertisers. This paper focuses on EU cookie regulations, US-based Do Not Track initiatives and other worldwide privacy initiatives, in search of a series of steps to aid us in achieving global compliance. INDEX 1 The technical and business need for 5 cookies A world built on cookies 5 Cookie types and threats 6 2 The social dilemma 9 3 A short history of worldwide cookie- 11 related privacy protection 4 The EU regulatory challenge 15 Opt-out vs. Opt-in 15 Yes I do, Don´t I? 16 Calling a spade a spade: national 17 implementations Which law applies to you? 19 5 Technical and legal solutions for 21 cross-border compliance of web analytics activities A proposed approach to the new 21 A document by legal framework Divisadero. All rights reserved. 21 www.divisadero.eu Building a minimum common denominator Author Technical and practical solutions 23 Sergio Maldonado Design by ANNEX: Cookie inventory and 25 Alexia Méndez 6 classification audit form Global compliance of cookie-based web analytics activities 3 1. THE TECHNICAL AND BUSINESS NEED FOR COOKIES sessions, registrations and logins, online banking sessions, electronic government applications… and virtually every online action that goes beyond user-dissociated displays of information. But cookies are also used for other purposes: by allowing us to tie multiple page visualizations to the same anonymous browser, they enable online audience measurement concepts such as “visit” and “visitor”. -
E Cost of Ad Blocking Pagefair and Adobe 2015 Ad Blocking Report
!e cost of ad blocking PageFair and Adobe 2015 Ad Blocking Report Introduction In the third annual ad blocking report, PageFair, with the help of Adobe, provides updated data on the scale and growth of ad blocking so"ware usage and highlights the global and regional economic impact associated with it. Additionally, this report explores the early indications surrounding the impact of ad blocking within the mobile advertising space and how mobile will change the ad blocking landscape. Table of Contents 3. Key insights 8. Effect of ad blocking by industry 13. A"erword 4. Global ad blocking growth 9. Google Chrome still the main driver of ad 14. Background 5. Usage of ad blocking so"ware in the United block growth 15. Methodology States 10. Mobile is yet to be a factor in ad blocking 16. Tables 6. Usage of ad blocking so"ware in Europe growth 17. Tables 7. !e cost of blocking ads 11. Mobile will facilitate future ad blocking growth 12. Reasons to start using an ad blocker PAGEFAIR AND ADOBE | 2015 Ad Blocking Report 2 Key Insights More consumers block ads, continuing the strong growth rates seen during 2013 and 2014. 41% YoY global growth Q2 2014 - Q2 2015 !e "ndings • Globally, the number of people using ad blocking so"ware grew by 41% year over year. • 16% of the US online population blocked ads during Q2 2015. • Ad block usage in the United States grew 48% during the past year, increasing to 45 million monthly active 45 million users (MAUs) during Q2 2015. Average MAUs in the United • Ad block usage in Europe grew by 35% during the past year, increasing to 77 million monthly active users States Q2 2015 during Q2 2015. -
Search Engine Marketing
■ Search Engine Marketing - SEM ■ Search Engine Optimization - SEO ■ Social Media Optimization - SMO ■ Pay per Click Campaign Management ■ Affiliate Marketing Solutions www.seosolutions.us Monday, July 20, 2009 ProfileProfile Of ofThe the CompanyCompany • Doug Dvorak, President and CEO • Doug Dvorak is the President and CEO of SEO Solutions Inc., a worldwide organization that assists clients with strategic internet marketing and search engine optimization (SEO), as well as other aspects of sales and marketing management. Mr. Dvorak's clients are characterized as Fortune 1000 companies, small to medium businesses, civic organizations and service businesses. Mr. Dvorak has earned an international reputation for his powerful internet marketing and search engine optimization methods, techniques and strategies. • Doug Dvorak, an internet entrepreneur, has been developing and growing successful online businesses for more than 12 years. He has extensive knowledge and experience in all online marketing matters, including search engine optimization, pay per click marketing, social media optimization, and affiliate marketing. He holds a Bachelor of Arts degree in Business Administration and a Master of Business Administration in Marketing Management. Doug is responsible for the development of partnerships and clients, as well as overseeing all search engine optimization projects. Together with his staff, located in Chicago, Illinois, it is Doug's responsibility to create cost-effective strategies that get web sites to the top of major search engines. www.seosolutions.us Monday, July 20, 2009 ClientClient Feedback Feedback "SEO Solutions has allowed us to get to the next level in terms of customer sales and client reach. We have experienced tremendous results with search engine optimization. -
Conversion Rate Prediction in Search Engine Marketing
Conversion Rate Prediction in Search Engine Marketing A thesis submitted to the Graduate School of Natural and Applied Sciences by Razieh Nabi-Abdolyousefi in partial fulfillment for the degree of Master of Science in Electrical and Computer Engineering Conversion Rate Prediction in Search Engine Marketing Razieh Nabi-Abdolyousefi Abstract Search engines hold online auctions among search advertisers who are bidding for the advertisement slots in the search engine results pages. Search engines employ a pay- per-click model in which advertisers are charged whenever their ads are clicked by users. If a user clicks on an ad and then takes a particular action, which the corresponding advertiser has defined as valuable to her business, such as an online purchase, or signing up for a newsletter, or a phone call, then the user's action is counted as a conversion. A naive estimate of the conversion rate (CR) of an ad is the average number of conversions per click. The average number of clicks and the average position of the ad also affect its conversion rate. However, all such ad statistics are heuristics at best. The challenge here is that there is no performance statistics accrued for the newly created ads. In order to get any kind of performance data, new ads have to be advertised first and precious marketing dollars have to be spent. If CR estimates are precise, then advertisers can manage their campaigns more effectively and can have a better return on their invest- ments. Alternatively, one can use the available data for the existing ads and engineer a set of features that best characterize conversions for an advertisement campaign in general. -
Google Analytics and PPC Specialist
Please reply only by email to: [email protected] Google Analytics and PPC Specialist Company: StepForth Web Marketing Inc. Job Location: Victoria, BC Skills Required Web Analytics, Google Analytics, Analytics Account Manager, Google AdWords, Advanced Microsoft Excel and Word skills Career Description If you are Google Analytics and Google AdWords certified, have analytics experience and are enthusiastic about pursuing an analytics and PPC career then please read on. Position: contract work at first to confirm the quality of your work and then a full time position with benefits Wage: The contracting wage will be between $25 and $45 per hour depending on credentials, references and experience. The salary will be between $45,000 and $50,000 per year plus benefits and bonuses to start. There is a lot of room for growth and salary increases for this position. What you need for this position: • One to two years of experience in web analytics methodologies such as experimentation and testing, advanced segmentation and analysis. • Mid-level expertise in SEM (Search Engine Marketing) / PPC (Pay Per Click) strategies and a minimum one year experience managing SEM/PPC and SEO campaigns / efforts. • Excellent communication skills and ability to interact and manage the expectations of the Client, vendors, and internal resources with all levels of clients and technical resources. • Proactively identifies issues and escalates when appropriate. • Leads and contributes to improvements in processes (technical or business) for marketing experiments, reporting and analysis. • Has a natural inclination, and passion to grow by making things better for Clients and our company. • Manages clients' expectations from the start of a relationship through the life cycle of the relationship. -
Search Engine Marketing Combining Social Media, SEO and SEM
Search Engine Marketing Combining Social Media, SEO and SEM Search engine marketing (SEM) has evolved to become the most reliable strategy for reaching your target audience and driving conversions on the internet. It compels your market to visit your website; it boosts your company's exposure within your space; it positions your product as the solution to their problems. As a result, your sales go up. Your revenue and profit swell. Your ROI rises. And your business enjoys stronger branding and customer loyalty in the process. Search engine marketing (SEM) has evolved to become the most reliable strategy for reaching your target audience and driving conversions on the internet. It compels your market to visit your website; it boosts your company's exposure within your space; it positions your product as the solution to their problems. As a result, your sales go up. Your revenue and profit swell. Your ROI rises. And your business enjoys stronger branding and customer loyalty in the process. Why Search Engine Marketing Is Critical Search engine marketing blends SEO, pay-per-click advertising, and social media strategies to give your company a higher level of visibility within the search engines' listings. However, visibility without sales defeats the purpose. And therein lies the true value of SEM. Your marketing efforts must generate conversions in order to justify the investment. Conversions might include a prospect buying your product, signing up for your newsletter, or becoming your affiliate. It might include subscribing to a continuity program that generates monthly revenue. Search engine marketing not only allows your company to approach your audience, but it engages the conversation that is already occurring in their mind. -
Web Analytics Tools and Benefits for Entrepreneurs
Web analytics tools and benefits for entrepreneurs LAHTI UNIVERSITY OF APPLIED SCIENCES Degree programme in Business Information Technology Bachelor’s Thesis Autumn 2017 Cao Truong Hoang Phuong Nguyen Thi Huyen Trang Lahti University of Applied Sciences Degree programme in Business Information Technology Cao Truong, Hoang Phuong Nguyen Thi, Huyen Trang: Web analytics tools and benefits for entrepreneurs Bachelor’s Thesis in Business Information Technology, 79 pages Autumn 2017 ABSTRACT Online marketing nowadays is not an unfamiliar phenomenon anymore but entrepreneurs may not utilize it to bring out the best in their business. All business companies have their own website but most of them only use it as an advertisement tools or a news tools. However, web analytics tools are designed to change that and help entrepreneurs gathering useful data from their websites. The purpose of the thesis is to provide understanding about what web analytics tools are and they can use them to enhance their business strategy. The thesis will focus on deductive approach and make a conclusion through qualitative research. Google analytics tools and Woopra analytics tools will be used as a demonstration to how to use web analytics tools and how the analysis process can help making proper adjustment to the business. Keywords: Online marketing, data analysis, web analytics, web analytics tools, Google Analytics, Woopra TABLE OF CONTENTS 1 INTRODUCTION 1 1.2 Thesis structure 2 2 RESEARCH METHODS 4 2.1 Objectives 4 2.2 Research approach 4 2.3 Research methodology -
Jargon Buster
SEARCH ENGINE MARKETING Jargon Buster Advert (“Ad”) Ad Extensions A sponsored result that appears on a search engine Optional extra information that can be displayed below results page, or SERP. Ads are typically formed from a few a search ad. lines of text, and may include additional elements like a street address, reviews and phone numbers. Example: “We added sitelink ad extensions to our ads, giving our customers extra options to click-through to Example: “My ‘Beautiful Wedding Photos’ ad is already on our site.” bringing in tons of new business.” Ad Rank Average Ad Position The overall “score” an ad receives that determines where The position of your ad on the search engine results page it can appear on a search results page (SERP). Higher Ad (SERP). Search engines typically denote the highest Rank leads to higher positions on the SERP. The formula position as “Position 1.” If your ad appears half the time in for Ad Rank varies slightly across search engines, but Position 1, and half the time in Position 2, your Average generally works like this: Position would be 1.5. Max CPC X Quality Score. For example, an ad with a Max Example: “My average ad position for my pet photos ad CPC of £2 a nd a relevance score of 6/10 will have an Ad improved from 7 to 3—I’m thrilled!” Rank of 12. If this is the highest Ad Rank, this ad wins the top position on the SERP. Example: “Improving my adverts’ relevance and increasing my bid helped me improve my Ad Rank.” Actual Cost-per-Click (CPC) The true amount that a business pays to the search engine when their ad is clicked. -
Online and Mobile Advertising: Current Scenario, Emerging Trends, and Future Directions
Marketing Science Institute Special Report 07-206 Online and Mobile Advertising: Current Scenario, Emerging Trends, and Future Directions Venkatesh Shankar and Marie Hollinger © 2007 Venkatesh Shankar and Marie Hollinger MSI special reports are in draft form and are distributed online only for the benefit of MSI corporate and academic members. Reports are not to be reproduced or published, in any form or by any means, electronic or mechanical, without written permission. Online and Mobile Advertising: Current Scenario, Emerging Trends, and Future Directions Venkatesh Shankar Marie Hollinger* September 2007 * Venkatesh Shankar is Professor and Coleman Chair in Marketing and Director of the Marketing PhD. Program at the Mays Business School, Texas A&M University, College Station, TX 77843. Marie Hollinger is with USAA, San Antonio. The authors thank David Hobbs for assistance with data collection and article preparation. They also thank the MSI review team and Thomas Dotzel for helpful comments. Please address all correspondence to [email protected]. Online and Mobile Advertising: Current Scenario, Emerging Trends and Future Directions, Copyright © 2007 Venkatesh Shankar and Marie Hollinger. All rights reserved. Online and Mobile Advertising: Current Scenario, Emerging Trends, and Future Directions Abstract Online advertising expenditures are growing rapidly and are expected to reach $37 billion in the U.S. by 2011. Mobile advertising or advertising delivered through mobile devices or media is also growing substantially. Advertisers need to better understand the different forms, formats, and media associated with online and mobile advertising, how such advertising influences consumer behavior, the different pricing models for such advertising, and how to formulate a strategy for effectively allocating their marketing dollars to different online advertising forms, formats and media. -
SEM Marketing and Drawbacks
A Marketer’s Guide to A Marketer’s Guide To SEMSearch EngineMarketing Marketing www.topfloortech.com Index 03 Introduction 04 SEM- Why its Important 07 The Players: SEO and PPC 14 Benefits and Drawbacks 19 Working Together 24 Bringing It All Together 27 Glossary of Terminology 2725 S Moorland Rd, New Berlin, WI 53151 | 262-364-0010 | topfloortech.com Introduction from the President The world of advertising has evolved over the years on how to promote company brands, products, and services. As advertising on TV or in print magazines has become somewhat obsolete for capturing people's attention that leads to positive action. We live in a digital world and companies are moving towards digital marketing & advertising to draw people to their second home: the internet. With the progression of the internet and mobile technology, it's changed marketing strategy entirely. Today people rely heavily on search engines such as Google, Bing, and Yahoo to research and find products before making a purchase online or in-store. This eBook intends to provide insight into the paid and unpaid strategies of Search Engine Marketing (SEM). And what falls under its umbrella including Search Engine Optimization (SEO) and Pay- Per-Click (PPC). If you're new to SEM or unsure of the best approach, consider this guide as a strong starting point. But before we go deeper into SEM, it's best to start with what SEM is and why it's essential for companies to be utilizing it. 2725 S Moorland Rd, New Berlin, WI 53151 | 262-364-0010 | topfloortech.com Chapter 1: A Marketer’s Guide to Search Engine Marketing SEMWhy Marketingits Important www.topfloortech.com What is Search Engine Marketing? Search Engine Marketing (SEM) is the process of increasing traffic and visibility of your website, products, and services through a search engine.