Google
The secret to SEO is...
"act normal"
Numeris measures ratings in Canada.
Nielsen measures ratings in the U.S.
On Instagram, what is the "fall off rate?"
The people who bail before the video ends.
What is "native advertising?"
An advertising message designed to “blend in” and mimic the form and function of its environment.
What should you have with you for a job interview?
A book.
What does SEO stand for?
Search Engine Optimization
Fill in the blank. The Super Bowl is ________ for advertisers.
Christmas
What is the best kind of photo for a Facebook ad?
A photo showing a face.
Name two things good brand stories include?
Simple and straightforward.
Emotional.
Visually interesting.
Connected directly to the customer – “know, go, do, buy.”
Told with a beginning, middle, and end.
Authentic. “Values” and “giving” are particularly captivating to Millennials and Gen Z.
"Math people" era
Name three components of a Google Ad:
URL, headline, description
Fill in the blank.
__________ is the number of different viewers.
__________ is the number of times they see your ad.
1. Reach
2. frequency
Name two Instagram metrics.
1. Impressions – the number of times your ads were served up in people’s feeds.
2. Reach – the number of different people who viewed your posts and stories.
3. Profile link clicks – the number of clicks on the link you’ve included in your description or profile.
4. Profile views – the number of views on your business profile.
Fill in the blank. The number of people click on an ad is the ___________.
Clickthrough rate
What should you tell your interviewer at a job interview?
"I have a tolerance for ambiguity."
What is the name of listings on search engine result pages that appear because of their relevance to search terms?
Organic search
Fill in the blank.
Your station has 45,000 viewers. A 30-second ad costs $560.
$560 multiplied by 1,000, divided by 45,000 viewers = $12.44 _______
CPM
Why do advertisers use Facebook?
Advertisers use Facebook because it’s got higher and longer engagement among its users than anywhere on the Web, and you can target any “demographic” and “psychographic” anywhere (“geographic”)
Name the five different kinds of influencers.
Friends, family, and work colleagues – “positional influencers” that constitute a person’s inner circle and have great influence over others within that circle.
Subject experts – thought leaders who recommend things to an audience who listens.
Professionals in high positions – they are experts by virtue of their jobs.
Celebrities – people with high profiles in one form of media or many.
Your brand’s existing fans – people who are already your brand ambassadors; they talk about you because they love you.
What is "PESO?"
Paid, Earned, Shared, Owned
Name five paid search metrics.
impressions (ad views)
clicks
click-through rate (number of clicks divided by impressions)
cost per click
impression share
sales per click
average search position
A “view” = total time spent watching divided by running time (measured over 13 weeks) for this company.
Netflix
Name all the components of a Facebook ad.
- Facebook Page
- Primary text
- Image
- URL
- Headline
- Call-to-action button
- Optional link description
Name four ways data impacts content marketing.
Environment and proximity data
Location-based information
Monitoring data
Breaking news
Name all seven things to do if we need music for an ad.