Introduction
What method can be used to analyze the return on investment (ROI) for media?
Attribution or Conversion lift
What are some online and offline channels?
Tradition: Television, radio, outdoor advertising,print media
Online(Digital): Search engines,Display,Video, Social and email
What are conversions and what can be measured?
When a customer completes an action that you've defined as valuable, these customer actions are called conversions.Purchases, leads, Pageview and signups
Four best practices in making marketing insights actionable
Check your ads to ensure they were effective, To improve your creative, always A/B test, Confirm you have the right audience at all stages of the customer journey, Reallocate conservative amounts of the budget first, then assess whether this improves the overall profitability of your marketing
What are 3 steps to crafting clear objectives
Identify your financial and strategic business objectives.
Translate your financial and strategic business objectives into marketing objectives.
Translate your marketing objectives into advertising-campaign objectives.
What are video metrics?
Engagement rates,Video views,Complete views, Cost-per-view, Completion rates
When and at what stage does conversion tracking happen?
Happens after a customer interacts with your ads -- whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app.
what are ways to know if your video is performing well?
Was the creative effective in getting attention and promoting the brand?
Was the right audience targeted?
Were there any execution missteps that led to the poor performance on social media?
What is a brand & brand strength?
How people think about your company and products. That's your brand.
Brand equity or brand recognitition
What are search metrics?
Click-through rate, Conversion rate, Conversions, Cost-per-action
What is a tag? How does it work?
In order to measure how a customer engages with your site after clicking an ad, you’ll need to tag your website.
A tag is a small snippet of code that you’ll place on every page of your website. When a customer clicks on your ad, that snippet of code will collect information about their actions on your site and send the information back to your Google Ads account.
Best practices for analysis?
Check ads, try different approaches, confirm audience & be smart with money
what is the difference between metric and kpis?
All KPIs are metrics but not all metrics are KPIs
What are some social media metrics?
Engagement rates,Views,Reach,Frequency
What are benefits of improving offline conversion measurement?
Better performance, Easy to set up, Flexible
What are 3 types of channel optimizations?
Bidding, creative and targeting
What is the best practice when it comes to setting a marketing objective?
It's a best practice to choose one marketing objective for each stage of the customer journey. Each stage aims for a specific expected outcome. Also, choosing a single objective provides clarity in determining whether a campaign succeeded or failed. If there are two objectives, and one of them showed a solid result, and the other does not, there may be confusion in judging the overall performance of your advertising.
What are the best channels for sales?
Display and video: Include an implicit or explicit call-to-action (e.g., “buy now,” “buy here,” or “shop here”).
Using Search brand terms
What are attribution models?
Attribution in the advertising space is not just about assigning credit, but also about giving businesses the information needed to replicate their desired outcome.
What is an optimization score?
Optimization score is an estimate of how well your Google Ads account is set to perform. Scores run from 0-100%, with 100% meaning that your account can perform at its full potential.