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A primer on Digital MarketingWhat is Digital Marketing?Digital marketingismarketingthat makes use of new mediato engage with consumers and other business partners.Internet Marketingis a major component of digital marketing.Digital MarketingA website acts as the hub where all the digital marketing efforts will lead toThe goal of any digital marketing campaign is to increase the number of hits to and conversion ration from the website

Pull versus PushPullDigital Marketing: Consumer actively seeks the marketing content, often via web searches or opening anemail,text messageorweb feed. Websites, blogs and streaming media (audio and video) are examples of pull digital marketing. PushDigital Marketing: Marketer sends a message without the consent of the recipients, such as display advertising on websites and news blogs.Email,text messagingandweb feedscan also be classed as push digital marketing when the recipient has not given permission to receive the marketing message. Pull vs Push Digital MarketingPullPushConsumer seeks the contentExamples: Websites, blogs and streaming media

Marketeer pushes the contentExamples: Email Marketing, Display Advertising, Web Feeds etcSearch Engine Optimization (SEO)Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic" or "algorithmic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines8Search Engine MarketingThe process of marketing that involves promotion of websites in their search engine results pages (SERP) using paid placement and contextual advertising to reach a paid inclusion9SEO vs SEM ComparisonSEOSEM10Improve a websites ranking in the resultsSlow and drawn out processInvolves on-page and off-page optimizationWeb design techniquesHigh upfront costs, longer valueSite showing for different searchesUncontrollable trafficTypically considered a higher level of trustAdvertisements that show up on results pagesControllable form on digital marketingMore flexibility to budget, keywords and targeted websitesInstant qualified trafficInstant, short lived results fastAs many visitors as you want based upon your budgetSearch Engine MarketingPay per click

Cost per impression

Search analytics

Web analyticsPay per ClickPay Per Click (PPC) allows advertisers to deliver traffic to their website(s) by bidding on their selected key phrases. Ads (known as Sponsored Results) appear in the major search engines based on ad spend / budget and quality score.

Some metrics to follow to determine PPC campaign success are high click through rates and high conversion rates.Quickest and most consistent way to drive targeted trafficCreates brand exposureAllows for valuable campaign testing

Pay Per ClickGoogle displays your advert based on the keywords searched for and how much you pay google per click

Pay Google or other search engines on a Cost Per Click basis

CPC is worked out by Google on the amount of people bidding for a word or phrase

Adds displayed based on bid price and quality score

Quality score = CTR, Loading time of Landing Page, Landing page relevancy, relevancy of creative to keyword and natural SEO

PPC Key ElementsCampaignsAd GroupsAdsKey PhrasesHow to run PPC Campaigns?Keyword ResearchLanding Page CreationAd CreationCampaign SetupTestingOptimizationWhat's Included in....?(c) imFORZA, LLC. All Rights Reserved. ConfidentialKeyword Research

Keyword discoveryKeyword analysisKeyword competitionKeyword selectionKeyword click cost budgetingWhat's Included in....?(c) imFORZA, LLC. All Rights Reserved. ConfidentialLanding Page Creation

Placing strong, clear calls to actionCreating a user-friendly experienceIncluding relevant contentIncorporating privacy and trust supportWhat's Included in....?(c) imFORZA, LLC. All Rights Reserved. ConfidentialAd Creation

Tying in landing page calls to actionUsing clear, concise verbiageMaking the ad stand outWorking in the right key phrasesWhat's Included in....?(c) imFORZA, LLC. All Rights Reserved. ConfidentialCampaign Setup

Proper ad group structuringSetting the necessary network settingsSetting the desired budget / delivery settingsUsing geo-targetingUsing conversion trackingPreparing reports and alerts

What's Included in....?(c) imFORZA, LLC. All Rights Reserved. ConfidentialTesting

A/B testing of ads and landing pagesMultivariate testing of ads and landing pagesWhat's Included in....?(c) imFORZA, LLC. All Rights Reserved. ConfidentialOptimization

Adding / pausing key phrasesAdding / pausing adsImplementing landing page improvementsCreating new campaigns and ad groupsIncorporating new calls to action and landing pages

Few Key TermsDisplay Ads Ads displayed on websites. Display ads can be static or animated and include images, video, text, and interactive elementsEmail Marketing A marketing technique whereby email is used to promote products or services to potential customers and generate repeat business from existing customers.Few Key TermsPay-Per-Click (PPC) An online payment model where you only pay when someone clicks on your online ad.Click Through Rate (CTR) = No. of Clicks / No. of Ad ImpressionsCost Per Click (CPC) Total Cost/ No. of Clicks