PPC/SEO
What do PPC, SEO, and SEM stand for?
PPC - pay per click
SEO - search engine optimization
SEM - search engine marketing
What social media platforms does Meta own?
Facebook and Instagram
Are TruView ads skippable or non-skippable?
Skippable
Define the acronyms: CTV and OTT
Connected TV and Over the Top
Describe geofencing and how it works.
location-based digital advertising that serves ads to users’ devices when they enter a defined geographic boundary
Uses cell data to create a “virtual fence” around a physical location
Why is PPC SO important to include in a marketing proposal?
Number 1 lead gen tactic
How can you deliver ads?
Image and video
What are 2 kinds of YouTube TruView ads?
In stream and discovery ads
Is this a branding or lead gen tactic?
Branding
How can geofencing ads be delivered?
Programmatically:
- Display
- Pre-roll
- CTV/OTT
What are some industries PPC works well for and why?
HVAC, plumbing, legal, medical
Customers actively searching for the service
What sizes/orientations can ads be delivered in? (There are 3)
Square, Vertical, Horizontal
What is an in-stream ad vs a discovery ad?
In stream ads play before, during, or after YouTube videos.
Discovery ads appear in YouTube search results, related videos, or homepage.
What are some CTV/OTT targeting capabilities? There are multiple, name 3.
Addresses, age, gender, household, behavioral, geography, interests, first party data
What sort of data and analytics can you see when you run a geofencing campaign? (Hint: there are 3)
impressions, clicks, foot traffic
Why is it important to have a high quality score?
Higher quality score = lower CPC
What is a meta pixel and how can you leverage it in your marketing campaigns?
definition: line of code installed on a website that tracks visitors
Use: retargeting
How can you use YouTube TruView for remarketing?
email addresses
Are CTV ads skippable or non-skippable?
Non-skippable
What locations are prohibited from being geofenced? (Hint: there are 2, double points if you can name both)
HIPPA locations and schools
Daily Double: What makes our PPC strategy different?
QS = User experience + keyword relevance + CTR
1. Page speed
2. Keyword relevance on website/lander
3. Ad text
Daily double: CBO (conversion based optimization) focusing on lower cost per lead optimization
What is the difference between an engagement audience and a lookalike audience?
Lookalike: New people who share similar characteristics and behaviors to a “source” audience, which could be an engagement audience, website visitors, customer list, or any custom audience.
Engagement: Made up of people who have already interacted with your business on Meta platforms (Facebook or Instagram).
What are two tactics you can powerfully pair with YouTube TruView? How?
PPC and Surround ID
PPC: use google search behavior to target on YTTV
Surround ID: load email addresses
Name 1 pro and 1 con of CTV/OTT.
Pros:
- precision targeting (demo, geo, behavioral, interests)
- premium environment (higher viewer retention rates / completion rates)
- robust measurement (watch rates, foot traffic)
Cons:
- pricing: higher CPM than most tactics
- frequency management: must have frequency to be effective
- branding tactic
What tactics can you layer with geofencing? (There are multiple, name 2)
CTV/OTT, Surround ID, Social/Social RT, event sponsorship packages