MGT 6311 Midterm 50 questions with 100% Verified correct answers Latest Updated 2024(Solve, Exams of Digital Marketing

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Shift in marketing mix Correct>>>Reach, effectiveness, and efficiency

goal of marketing Correct>>>to create a product/service that sells

GOST hierarchy Correct>>>Goals, Objectives(specific metrics), Strategies, tactics aka hierarchy towards achieving goals

5 C's Correct>>>Customer, competitors, collaborators, company, context

Customer marketing model Correct>>>Awareness Interest/Engagement Acquisition Customer Segmentation Customer Retention Support/Advocacy

RFM Correct>>>recency, frequency, monetary value (as a customer persona)

Buyer journey Correct>>>Discovery (loosening of status quo, committing to change) Consideration (Exploring possible solutions & committing to a solution) Decision (Justifying the decision, making the selection)

The 5 P's Correct>>>Core components associated with a mktg mix: Price Product Promo Place People

Porter's 5 forces Correct>>>designed to consider competitive implications for an org within context of consumer behavior. Power of customer, threat of new entrants, threat of substitutes, power of supplies

• All circle into: competitive rivalry within industry

4 components to define a holistic strategy Correct>>>1. define the mission behind dig. mktg efforts

2. derive the digital strategy
3. define the interaction strategy across cust. lifestyle
4. measurement & improve ROI

Programmatic ad buying Correct>>>use of software to buy digital advertising.

What are goals of display ad? Correct>>>Build brand awareness Increase share of voice Create consumer demand Inform consumers Build brand loyalty

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Drive response and sales

Avg CTR Correct>>>1.91% on search network, but just .25% on display network

Dwell duration Correct>>>Length of time a user remains exposed to an ad after first engaging with it

Type of ad more likely to be viewed Correct>>>Vertical ads (above the fold)

When is a display ad considered view able? Correct>>>When 50% of an ads pixels are in view on the screen for a minimum of one second. better to have multiple senses, like sound and video

Dynamic creative optimization Correct>>>to increase engagement - create targeted ads down to an individual viewer level

Contextual ads Correct>>>shown based upon a webpages ad copy and ads associated tags to create a symbiosis of relevance. like a marriott or trip advisor page

Ad network Correct>>>serves as an intermediary between advertisers and websites that have opted in. help publish ads at scale, manage pricing, help geo-target and provide useful analytics

Ad exchange Correct>>>where unsold ad space is placed by publishers and then bid on by advertisers

CPM Correct>>>Cost per mille (1,000 impressions) Most common; pricing depends on popularity of the site - sites w/ more traffic tend to cost more

CPC Correct>>>Cost per click - other most common

CPA Correct>>>Cost per acquisition - payment made based upon an action taken after user has clicked an ad and visited the advertiser's site. rarely used for display

Fixed cost/flat rate Correct>>>per time interval. usually smaller sites. owner offers a fixed amount of ad space for a fixed fee based upon a period of time

Pay per click (paid search advertising) Correct>>>advertising for which the advertiser pays only for each click on their advert

CTR Correct>>>total clicks on link/# times ad has been shown

Types of PPC ads Correct>>>Search Display Social Mobile Network

Headline 1/2 character amt Correct>>>30 char

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Primary domain Correct>>>domain name from final URL

Manual ad extension Correct>>>Do not increase cost of ad - may change from one platform to another. Ex: adding location/address, Price, phone #, site links (2-6), callout (not clickable)

Landing page Correct>>>affects quality score of the ad and can affect cost/click of the keyword

• keyword can be added to predefined spots on LP

Vickery auction model Correct>>>How search ad pricing is typically run. Place bids to appear based on criteria - set their max bid price; search engine sets min price for each keyword based upon historical id prices and demand

Quality score Correct>>>Factors: Keywords (22%), ad copy, LP(39%); CTR of the ad (39%)

How google determines which is ad shown where Correct>>>Max bid + qual score CPC Bid (max) * Qual score = Ad rank -> position

Process for planning a search campaign Correct>>>1. brainstorm keywords relevant to product that are aligned with goals + cust journey

2. Relationship (generic terms, branded terms, related terms, and compet terms)
3. CPC (can be a wide variance in cost)
4. Compet analysis (determine common compets, assess their use of paid search, etc)

Match types Correct>>>options to control breadth of searches that will trigger ads

Broad match Correct>>>includes phrases containing your keywords: in any order, as well as variations (synonyms, misspellings)

• no symbol

Broad match modifier Correct>>>Only shows ads in searches including words designated with a plus sign

• shoes + red

Phrase match Correct>>>search phrases containing your keywords in the same order "keyword"

Exact match Correct>>>Search phrases with exact words in same order - most targeted with lowest reach [keyword]

Negative match type Correct>>>select words where our ad will not be shows to avoid valueless impressions

• keyword

Keyword targeting Correct>>>Geo-targeting, language targeting, behavior and demographic targeting

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Dynamic keyword insertion Correct>>>search for cheese pizza: Papa John's Cheese Pizza

Planning a paid search campaign steps Correct>>>1. define biz goals and conduct mkt research

2. define KPIs for success
3. establish a budget
4. conduct keyword research
5. create ads (heading, description, URL, path) + ensure tracking tags in place
6. Launch campaign by placing bids
7. Measure and analyze results, test, optimize

Successful ad copy best practices Correct>>>- utilize targeted keywords in the title and copy

• appeal to target audience emotions
• incorporate CTAs

PPC conversion rate formula Correct>>>Avg CPC / CR * 100 = $x spent for each sale

Pro/Sale Correct>>>Avg sale value * profit margin compare to PPC conversion cost to identify if profitable or not

Break even point for avg sales Correct>>>Pro/sale * CR then BEP CPC for LTV: Presume LTV = $15. LTV * CR

Crafting a digital marketing strategy Correct>>>Context (PESTLE factors, who are you, your customers, competitors?) Value exchange (what unique value can you add to market) Objectives (needs to be aligned with strategic outcomes of that business & SMART) Ongoing optimization

extrinsic motivators/factors Correct>>>external, tangible, pressures, rewards, threats, or incentives that motivate us to take action even when we don't want to.

Bounce rate Correct>>># of people who view one page and then leave website without viewing any other pages

anchor text Correct>>>should contain the keyword you are taargeting in the link URL