Summary: Digital Marketing & Analytics Week 2

Read the summary and the most important questions on Digital Marketing & Analytics Week 2

• 1 Clip 1 - Organic vs. Paid Advertising

  This is a preview. There are 2 more flashcards available for chapter 1
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• What do you aim for when creating organic advertising? (also discussed in Week 1)

  The goal of SEO is to be in the top links in the organic search part for the chosen keywords.

• What happens when you use Paid Advertising, in the sense of where you will be ranked?

  By paying some amount to Google you can be listed above the organic listings.

• What type of advertising are you dealing with when it depends on a keyword search?

  Search adds.

• What do you call the adds that are displayed on e.g. CNN.com when browsing through their website and a booking.com advertisement pops up?

  Display adds.

• What do you call the advertisements that pop up when you are looking for a product category and a brand's large product catalog comes up? Examples of such brands are Amazon, bol.com, Ebay.

  Shopping adds.

• 1.1 CTR by Industry

• CTR is dependent on the industry you are in, but on average you will see that the average is not higher than ...%?

  5-6%.

• When looking at the average CTR in the graph, what conclusions can we make?

  We can see that technology, B2B products have on average a lower CTR and B2C companies have higher CTR's.

• 1.2 Paid Search Trends

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• Google has 2 options, paid and organic advertisements, and the paid advertisements account for 10% of the clicks, but this is an optimistic CTR percentage, so why invest in paid advertising at all? List the 4 benefits.

  1. PPC traffic converts 50% higher than organic traffic; 
     
  2. 36% of searches have local intent; 
  3. 65% of customers click on ads when purchasing; 
  4. 73% of marketers will increase their ad spend in 2018.

• How many percent of paid clicks are from mobile devices?

  53%

• PPC Ads can boost Brand awareness, by how much percent?

  80%