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Deep Dive into Digital Marketing Metrics

Digital Marketing KPIs

As mentioned, or replies on indepth analysis of campaign data. Let’s deep dive into the different reporting metrics:

Impression. An ad view or impression refers to the point at which an ad is served on displayed on a web page. On RTB platform, this is the numbers of times the ad won an auction.

Viewable impression. An ad view or impression is counted as “viewable” when 50 percent of your ad shows on screen for one second or longer for display ads and two seconds or longer for video ads.

Click-Through or ad click is process of a visitor clicking on an online ad and going to the advertiser’s Web site.

CTR% (Click-Through Ratio) is the ratio of how many visitors who are served with the ad will end up clicking through the online ad.
Formula: (Nos of Clicks / Nos of Impressions) x 100%

Conversions / Acquisitions are the action as defined by the advertisers, which can be sales, document download, completion of online form (for leads), registrations, etc.

Tracking digital marketing metrics and KPIs gives your marketing team a real-time view into campaign performance. Using a dashboard to display your digital marketing analytics can help your team take make more data driven decision and help the business grow.

Scroll down further to get inspiration of other top digital marketing metrics you and your team can consider to start tracking today to measure your online performance.

Digital Marketing Metrics and KPIs are values used by marketing teams to measure and track the performance of their marketing campaigns. Digital marketing teams use a number of tools to promote their services and products, and tracking the results can often be time consuming and difficult. By creating specific digital marketing KPIs, it’s easy to determine targets and goals and measure performance based on those values.

Curated from Digital Marketing Metrics and KPIs | Klipfolio.com

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5 Ways to Optimize SEO after Google RankBrain

Google SEO Algorithm RankBrain

RankBrain is a component of Google’s core algorithm which uses machine learning (the ability of machines to teach themselves from data inputs) to determine the most relevant results to the “intent” behind the search queries, not the search keywords itself. In keywords with ambiguous or multiple meanings such as “apple” as fruit or a computer brand or a newspaper title in Hong Kong, search engines can come up to the most appropriate SERPs to the user.

Here in this article, we share 5 ways to optimize for the Google RankBrain. After all, web page for one keyword may not be as effective as one web page for multiple keywords under the same keyword theme.

There’s no question that good content is one of the most important aspects of SEO in general, or that RankBrain is amplifying the importance of quality content. And it’s true that RankBrain isn’t technically a ranking factor that marketers can check off on a list.

Google announced and unleashed RankBrain, their machine learning ranking program, in 2015 — and digital marketers have been watching carefully ever since. RankBrain was referred to as a “top ranking factor,” which led many to ask how to optimize for RankBrain. However, it’s not really a factor like links or mobile-friendliness.

RankBrain technology is eerily derived from earlier G-350 technology. You may know it better as Google AdWords’ Quality Score. This intelligent AdWords technology never needed external signals (e.g., links) to rank paid search ads for relevance. Soon it will be the same for organic search. The future of SEO isn’t about beating another page based on content length, social metrics, keyword usage, or your number of backlinks. Better organic search visibility will come from beating your competitors with a higher than expected click-through rate.

Google’s own engineers tell me and others they don’t even really understand how it works. Ultimately, the best way to “rank” for RankBrain remains that same boring thing no one wants to hear despite it being true. Have really good, descriptive content.Danny Sullivan, Search Engine Land

You can’t optimize for RankBrain. RankBrain is a deep learning algorithm performing unsupervised learning. It’s creating its own rules.AJ Kohn, Blind Five Year Old

Curated from 5 ways SEO experts say you should optimize for RankBrain – Search Engine Land

 

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Performance Marketing – 3 Pillars

Digital Marketing Concept

or Online Marketing also gives birth to the concept of . Performance marketing give the most benefit to conversion based advertising campaigns. The 3 pillars of Performance marketing are:
(i) Innovative prospecting and remarketing strategies
(ii) Deep insights on Audience data
(iii) Indepth analysis of campaign data and attribution reporting data for ongoing optimization

The various players include advertisers, merchants and retailers, networks, publishers, affiliates, outsourced program managers (a.k.a., OPMs), agencies, and solution providers. Companies range from publicly-traded global Fortune 500 companies to small, sole-proprietor businesses.

Unlike other forms of traditional advertising where fees are paid up front and do not depend upon the success of the ads, advertisers in performance marketing only pay for successful transactions. Performance marketing has successfully reversed the traditional value proposition of advertising and also allows for real-time measurement of ROI.

Performance Marketing is a combination of advertising and innovation that helps retailers and affiliates grow their businesses in ever-changing ways. Campaigns are highly targeted for each retailer in such a way that everyone can be successful. Performance marketing done right creates win-win opportunities for both retailers and affiliates.

Performance Marketing is a comprehensive term that refers to online marketing and advertising programs in which advertisers (a.k.a., “retailers” or “merchants”) pay

Performance Marketing is a comprehensive term that refers to online marketing and advertising programs in which advertisers and marketing companies are paid when a specific action is completed; such as a sale, lead or click.

Curated from What You Should Know About Performance Marketing | The PMA

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Alphabet soup in Digital Marketing or Programmatic Advertising: A look into DMP, DSP, SSP, RTB, DBM and DCM

Programmatic Advertising and Digital Marketing acronyms

In and Big Data era, a digital marketer comes across many .

Here in these article, we shall share the definitions of acronyms like DMP, DSP, SSP and RTB. On top of that I would like to add DBM and DCM as I came across some digital marketer who might be confess with the features and functions of these two products.

DBM – DoubleClick Bid Manager (now renamed as DV360 or Display Video 360)
DCM – Doubleclick Campaign Manager (now renamed as CM or Campaign Manager)

The DSP facilitates the real-time bidding (RTB) on multiple RTB exchanges, which are brokers for ad inventory across thousands of publishers. This enables marketers to reach their target audiences through demographic, behavioral, and contextual targeting, and optimize based on the best-performing media strategies.

Why DMPs matter: They centralize audience data, analytics, and reporting and allow marketers to optimize their targeting efforts using multiple data sources.

DMPs can also act as the marketer’s data distribution hub by “forwarding” first and third-party data sets to the publishers and ad networks that the marketer wants to use for digital campaigns.

The DMP enables marketers to centralize and make use of all different kinds of data sets—offline and online, first-party (your own audience data), third-party, etc.—to make more informed decisions as to how they can most effectively reach their target audiences online and realize the best ROI.

In today’s digital landscape there are an infinite number of acronyms. As a marketer, you might have KPIs (Key Performance Indicators) for your RoS (Run of Site) campaign with the end goal of driving new MQLs (Marketing-Qualified Leads). While I could go on for days describing all of the acronyms that you might run into, there are a handful that are tossed around quite often in digital marketing speak that are a bit more difficult to digest:

 

Curated from A Look Into DMP, DSP, SSP, & RTB Acronyms | LinkedIn Marketing Blog

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5 Major Google Algorithm updates Summarized in the Past 2018

Google SEO Algorithm Update 2019

In this article, we share 5 Major Google Algorithm updates in 2018 that you should focus on. On top of this list, I would also like to add Google RankBrain, which is always regarded as the third important update at this moment. Google RankBrain will be further elaborated in the coming blog posts.Check how suited your website currently is to mobile browsing with Google’s Mobile-Friendly Test, which will tell you if your website is easy to use on a mobile device.

With 60% of searches now performed on mobile devices, mobile compatibility is increasingly important as Google shifts its focus from mobile-friendly to mobile-first. The search giant has already split its search index in two—one for mobile, one for desktop, and announced back in November 2016 that mobile would eventually take priority:These frequent and tight-lipped algorithm changes lead to much speculation around how businesses can change their strategy to stay at the top of the rankings.

While we never know exactly how the algorithm changes, in this post, we’re going to look at five areas you should pay attention to, to help adapt your SEO strategy accordingly.

Google’s search algorithm changes a lot. Since 2000, there have been hundreds of large and small updates (you can view the full list here) that affect whether your content climbs or falls down search engine results pages (SERPs). For marketers, this means a new Google algorithm is always on the horizon.

“Our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results.”

 

 

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The face behind Google’s organic search team

Google SEO & Danny Sullivan

As mentioned Matt Cutts as the face behind Google’s organic search team left Google in 2016; and being replaced by Danny Sullivian who became the public face of Google organic search team. Matt laid the foundations of earlier Google organic web ranking’s principle i.e. promoting relevancy being the central theme for all organic ranking algorithms updates. Danny is following the footpath of Matt to make sure Google search isn’t evil. Besides Danny, John Mueller is another important figure behind Google’s search team. The organic search team is independent to the Sales and Marketing team to make sure the organic search results are free from influence from advertisers of any Google Ad products.

Therefore Googlers from Marketing team may not be the expert to tell you the Google , but only guys from this team.

Google’s search algorithms, in particular, have produced a string of high-profile mistakes in recent months. Part of Sullivan’s job is to explain those errors. He’s responsible for bridging the gap between Google’s engineers and the outside world and, ultimately, using feedback from both sides to make its systems work better.

In hindsight, his appointment seems well-timed: In the months since Sullivan took on his role, the tech industry has faced increased scrutiny over how its algorithms affect the public. Critics have lambasted Google, YouTube, Facebook, and Twitter for exacerbating filter bubbles, serving consumers fake news or conspiracy theories, and failing to adequately support the creators they rely on.

When Sullivan announced he was joining Google as a “search liaison” late last year, only a few months after retiring from his reporting job, it surprised industry observers and other writers alike.

The bafflement arose because before he joined Google last October, he was a sometimes-critical outsider who had written stories about the company for nearly two decades. As a journalist, his trips to the Googleplex would include a prominent visitors’ badge and a public-relations handler at his side.

from Danny Sullivan on being Google new search liaison

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Artificial Intelligence (AI) – Future Digital Marketing Trend

Artificial Intelligence (AI) In Marketing

Artificial intelligence marketing is the future trend in . It is a form of marketing leveraging artificial intelligence concept and model such as machine learning and software algorithm based on big data instead of human learning and reasoning across all touch points in the consumer journey to achieve marketing goals. The derived benefit is the prediction of marketing demand and trend and consumer behavioiur as well as marketing automation.

Here are examples of how AI is applied in Digital Marketing

https://emerj.com/ai-sector-overviews/artificial-intelligence-in-marketing-and-advertising-5-examples-of-real-traction/

Curated from Artificial Intelligence in Marketing and Advertising – 5 Examples of Real Traction – Artificial Intelligence Companies, Insights, Research

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Programmatic Media Buy – 2 Definitions

Programmatic Media Buy | Programmatic Digital Advertising

buy in its broad sense is any advertising format which involves the use of automation software and machine learning technology. And Programmatic buy in its narrow sense is the advertising format using automation software and machine learning in display and video advertising on Demand Side Platform (DSPs)

Real-time bidding (RTB) is a the sould of programmatic ad buying. RTB allows advertisers to buy ad space in real-time. The purpose of RTB is to help finding your target audience or users the moment a user reaches the website or about to see it by getting your ad in front of customers in the moments that matter. RTB lets you bid on an impression the moment a user is about to see it. As a result, you have a better chance of showing your ads to potential customers and avoid paying to show your ads to people who are unlikely to be interested.

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6 Types of SEO Other than Website SEO

SEO | Search Engine Optimization

is referring achieving higher ranks in search engines results page (SERPs) without paying any advertising dolllars. In normal sense, we are referring to website in static pages. However apart from SEO in this conventional inference, there are 6 other varieties of SEO listed as below:

1) Dynamic SEO – SEO for database driven website such as eCommerce, product catelogue, news cotent website
2) Open Source CMS SEO – SEO for websites developed by open source CMS (Content Management System) such as WordPress
3) Video SEO – SEO for videos to be ranked high in Google’s SERPs and youtube’s search Results
4) ASO (Apps Store Optimization) – SEO for apps to be ranked high in apps stores
5) Marketplace SEO – SEO for your products listings in the marketplace such as eBay, Amazon, etc.
6) Event SEO – SEO for your event listings in event search engines such as eventbrite and meetup

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5 reasons you should have SEO BEFORE planning your website.

SEO | Website Development

Brand owners launch a professionally looking website and then planned for their promotion. may be the starting point of their promotion. And then they found out the website is not SEO friendly from the aspect of on-page optimization and technical optimization. Some of these non-SEO friendly elements can be rectified without a big modification of your website. However some of those non-SEO friendly elements may need big investments to modify your website such as website design and layout or content structure.

Therefore the best practice is to have SEO in place before planning your website, but not the reversal.

Summarized below the 5 reasons why you should have SEO BEFORE planning your website.

1) You no need to restructure your IA (Information architecture) and content structure if you have them in mind after your SEO keywords research and before planning your website
2) You no need to face a CMS that can only simply put meaningless metatags and title tags and Invisible H1 tags (penalized by Google) that was promised by your website developers as SEO friendly but indeed they are not. You can plan the technical requirements of your CMS (content management system) to be in line with your SEO requirements
3) You can have SEO friendly design and website layout. And no need to re-design your website template or even re-program your non-SEO friendly web page layout (such as one-page layout)
4) Selection of web hosting companies and installation of necessary features that fulfill the technical requirements of SEO such as website security, page speed, etc.
5) Components of your content strategy such as blog posts which is the extension to your website should have content categories in line with the findings of your SEO keywords research.

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