Digital Marketing Education website by Professor Pepe has numerous resources to help you develop valuable skills. Visit the website today and become an expert.
From Current Facebook account–>Create Page
- Select–>Community or Public Figure –>Get Started
- Page Name and Category–>consistent with your blog title, describe your business
- Upload a Profile Picture Upload a Cover Photo
- Left side-Update “About” section- provide details-Provide WordPress blog URL
- Settings–>Edit Page–>Templates(edit) change standard to “Services”
- Arrange “Service” tabs with About at the top followed by Services-add information- This will appear on your Page
- Add a CTA under cover photo–>+Add a Button–>Contact Us–>Add Blog URL–>go back and Test
- Generate a Post to promote your blog-image, name of blog, url
- Request 5 individuals to Like your page
- Review “Insights” tab (will be discussed in detail in chapter 3 Analytics)
- At end of semester if you want to delete page: Settings–>Remove Page
Go to your WordPress blog administrator & link your Facebook blog page as a social share. Appearance–>Customize–>Widgets–>Primary Widget Area +Add a Widget, Social Icons
- +Add an icon–>Add Facebook page URL–>done
- Go to WordPress blog and check- Facebook icon should appear and when clicked should bring you to your Facebook business page
- Link your blog posts to Facebook-this should be done prior to publishing your WordPress post- (a)WP admin (b) Setting, sharing (c) Publicize Settings (d) Facebook-add URL
- Your Facebook Page and WordPress settings linking to Facebook should be done prior to publishing your initial post
Course Learning Goals
- Search Engine Optimization – Understand how search engines work. Use this knowledge to make recommendations to a website on how it can improve its organic search ranking by performing search engine optimization.
- Search Engine Marketing – Understand the mechanics of paid search ranking. Create a search engine marketing campaign and evaluate its effectiveness and recommend changes that will improve the campaign’s conversion rates.
- Online Advertising – Understand the various methods of online display advertising. Create an online display ad campaign and measures its ROAS (return on ad spend).
- Web Analytics – Determine the appropriate KPIs for any type of website. Make appropriate recommendations to an e-commerce website based on the conversion funnel.
- Email Marketing – Understand and implement best practices in marketing to a database of current and potential customers via email.
- Social Media – Utilize knowledge to design an effective social media campaign.
- Reputation Management – Implement online reputation management tactics to improve the online reputation of a brand.
Digital Marketing Education- AdWords
Earned gold medal again today by extending AdWords certification for 1 more year. Score of 95 in less than 1/2 of time allowed, Professor Pepe delivers digital marketing education excellence to Siena students, future gold medal winners!
You want to hire the brightest Digital Marketing students? Recruit from Siena College
TO MARKET THE WINTER OLYMPICS, NBC GETS NICHE
Please read the following article about Marketing the 2018 Winter Olympics and post a comment incorporating the following questions:
1) Why do you believe NBC is using 6 different segments to target consumers?
2) Explain why using psychographic variables can be more beneficial than demographics in forming market segments?
Please share your comments-Students in MRKT212 need to provide their name at the end of their comments
This Digital Marketing Education topic the next two weeks is Paid search marketing which means you advertise within the sponsored listings of a search engine or a partner site by paying each time your ad is clicked (pay-per-click – PPC). As an example, when a user searches for ‘buy digital marketing textbooks’ on a search engine, the search engine results page (SERP) reveals the following:
Why should you use paid search?
1) Appearance at the top of the SERPs. With organic results decreasing rapidly further down the screen, it’s vital that your company appears within the top five results in order to stand a chance of click-through.
2) PPC is the fastest way to get to the top. If you know your way around the platform, you can set up a PPC campaign in less than an hour, and appear immediately in the sponsored results.
3) Tracking is a lot easier using SEM. You no longer have to take a gamble on ads you’ve paid for in advance in other media, with little way to measure how successful they are. With SEM every ad, keyword and penny spent can be tracked, allowing for a more accurate ROI. This also means it’s a lot easier for an advertiser to test campaigns too.
All of this, along with access to the respective search engine’s network sites and platforms included in its packages, and the ability to schedule ads and target them to specific locations and times, means that paid search is an almost essential part of your marketing strategy.
AdWords is Google’s own advertising product. It offers PPC and CPM advertising as well as site targeted banner, text and rich media and is also Google’s main source of revenue.
If you use its service you will be able show your ads on one or both of Google’s advertising networks:
1. The Google Search Network, featuring the standard Google Search, Google Shopping, Maps and its various search partners. This will be discussed in Stukent chapter 6.
2. Google Display Network, which is any website that partners with Google, and other Google sites such as Gmail, YouTube and Blogger. This will be discussed in Stukent chapter 7.
With AdWords, if you choose CPC, you can set your bid (the amount you’re willing to pay for each click) to manual or automatic. With manual you choose your bid amounts, with automatic Google chooses the bid amount for you within your budget.) With CPC and CPM you can set your maximum bid amount.
Buying Ad Space
When a company chooses to advertise on a billboard, it picks a billboard and pays a set rate per month to keep its ad on that billboard. While that rate could change at some point, the advertiser might go years paying the same price per month for the same ad to appear on the same billboard. With paid search advertising, the price paid to advertise on any given keyword is dynamic—it could change from one minute to the next. Stukent chapter 6 explains how to buy ad space and how search engines determine where to show an ad.
Cost-per-Click Bidding. Search engines sell keyword ad space using an automated auction platform. In simplistic terms, advertisers place a bid on a keyword (instruct the search engine the maximum amount they are willing to pay for a click from a searcher who has searched for that keyword), and the winning bid gets the best ad location for searches on that keyword. However, the bid from each advertiser is not the only factor that determines which ad “wins the auction” and ranks higher than the other ads. The Ad Rank (advertising position) of each advertiser is also determined by the ad’s Quality Score.
The maximum CPC bid is the amount the advertiser agrees to pay for a click. The actual CPC is the amount the advertiser ends up paying when a searcher clicks on his/her ad. These two amounts are typically different because the actual CPC is usually lower than the maximum CPC. Google explains it this way:
“If the advertiser immediately below you bids US$2.00, and if that advertiser’s ad is the same quality as yours (and has equal-performing extensions and ad formats), you’d typically need to bid a penny more than US$2.00 to rank higher than that advertiser and still maintain your position and ad formats. With AdWords, that’s the most you’ll pay (about US$2.01), whether your bid is US$3.00, US$5.00, or more.”
This auction model Google uses is called a second-price auction. In a second-price auction, the winner does not pay what he bid but instead pays a penny more than the bid of the next-highest bidder. In AdWords, rather than paying the CPC amount he bid, an advertiser will pay one penny more than the bid of the advertiser below him.
Average Ad Position. Just because an advertiser is the highest bidder on any given keyword does not mean he will always have the number one ad spot. In fact, advertisers commonly bid less and yet rank higher than another advertiser. Search engines are driven to make money off of advertisers, but at the same time, they use a metric called Ad Rank to ensure that the advertisers showing up in search results are relevant to the keyword being searched. Google defines Ad Rank as “a value that’s used to determine your ad position, where ads are shown on a page. Ad Rank is calculated using your bid amount and Quality Score”
To learn more about Ad Rank, please watch the following video:
These are some of the basics of Paid Search Marketing and I look forward to our class discussions.
Digital Marketing Education through the analysis of the 2016 Minnesota Vikings Season.
Professor Pepe has established this blog for the purpose of marketing education in Digital Marketing MRKT327 at Siena College for the fall 2016 semester. The blog posts will follow the Minnesota Vikings 2016 season and analyze the team’s digital marketing strategy to relate to marketing education in MRKT327.
Michael Pepe has been an avid Minnesota Vikings fan since 1977 when the team last appeared in the Super Bowl, a 32-14 loss to the Oakland Raiders that left the team with a 0-4 record in the big game. Coming off another season-ending frustrating loss to the Seahawks in last year’s NFC wild card game
after Blair Walsh missed a chip shot kick, there are high expectations as the team should be improved this year while moving into their brand new stadium.
This blog will be targeted to students in MRKT327 during the fall semester as well as other football fans that wish to enhance their marketing education through their passion of the gridiron. There are several blog post assignments required for the course and the Minnesota Vikings 2016 season will be integrated into each. Digital Marketing, consisting of social media, has revolutionized communication and this blog will analyze techniques such as search engine optimization, web analytics and social media tactics revolving around the Minnesota Vikings season.
For your initial digital marketing education post from Professor Pepe, please read the Minnesota Vikings fan engagement lesson that details the team’s websites, digital and social media initiatives, merchandise and e-commerce operations, community and special events, marketing partnerships, advertising, branding, promotions, graphic design, fan relations and game day activities.
After a 15-1 season during the 1998 season, Professor Pepe was certain that the Vikings would appear in Super Bowl XXXIII, hence his attendance at the game. But as always, another blown loss.
Same bullshit every year. Can the team FINALLY not choke this year? Probably not and we will have the analytics to measure the reaction.
Effective Call to Action thru the ALS Ice Bucket Challenge
What causes an individual to dump a bucket of ice water over their head? Could it be a sign of insanity, need for attention, support for a cause, or combinations of all three? This weeks’ module highlights the importance of actively engaging with consumers through the use of calls to action (CTA) techniques.
The #IceBucketChallenge, sometimes called the ALS Ice Bucket Challenge, is an activity involving dumping a bucket of ice water on someone’s head to promote awareness of (ALS, also known as Lou Gehrig’s Disease) and encourage donations to research. It went viral on social media during July–August 2014. The challenge called to action and encouraged nominated participants to be filmed having a bucket of ice water poured on their heads and then nominating others to do the same. A common stipulation is that nominated participants had 24 hours to comply or forfeit by way of a charitable financial donation.
In an article by Covello (2014), the ALS Ice Bucket Challenge provided a case study for marketers to capture the attention of their audience and provided three basic lessons about content marketing:
- It’s unique, simple, and just crazy enough
- It hits both ends of the sad-to-happy emotional spectrum
- The call to action is fun and free
The Ice Bucket Challenge resulted in over $100 million being raised in 2014 to fight Lou Gehrig’s disease compared to $2.6 million in 2013. Peterson (2014) provided 16 key social media metrics from the Ice Bucket Challenge and serves as a benchmark that all content marketing strategies will aspire to in the future.