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L10: Revision (Display Advertising (Types (Banners, 'Pop Overs',…

- - - - Almost never offered
  - - - Network
      - On-site
- - - - Initiate conversation
      - Promote brand enthusiasts, hashtag usage, receptive
      - Engagement metrics
        
        Inbound vs. replies
        
        average daily response rates and times
- - - - Adapts to screen, require more code and files
    - - Pre-defined sizes. Requires less code but more predefinition
- - - - keyword's appearance in page title, header tag, meta description
      - Amount of naturally occurring organic links to page
      - Performance of website on mobile devices
  - - - hyper-relevant to a specific topic
        
        Include subject into title tag, url, image alt text, text content
      - Uniqueness
      - Crawler bot accessible
      - Keyword targeted
      - Good User Experience
      - Build to be shared through social networks
      - Multi-device ready
- - - - Content Marketing framework
      - See: Anyone that could buy your product (People with clothes)
      - Do: Anyone that could by your product that shows a lot of commercial intent (People who want to buy clothes now)
      - Think: Anyone that could buy product with commercial intent (People that may want to buy new clothes)
      - Care: Existing customers (People who bought clothes from you)
    - - Hero: Content which goes viral, continuous high level of traffic. Best work viral videos. Require a lot of effort in creation.
      - Hub: Content which is specifically aimed at target group. Active push to the intended recipient. E.g. series of blogs, or weekly special interest videos. Requires medium level of effort.
      - Hygiene: Daily / regular content. Aiming to draw new visitors, especially via search engine. e.g. 'how to..' / 'what if..' content. Require a low level of creation effort
    - - User Centered Design
      - Develop Personas
        
        Profession
        
        Demographics
        
        Goals & Values
      - User journey needs to be adapted seamless across multiple devices
  - - - Legacy, pace of change, management buy in, decentralised lean IT, qualified personnel, consistent strategy
    - - Central communication flow
- - - - Cost effective
      - Targeted
      - Measurable
      - Customisable to own needs
      - Fast impact
      - Measurable ROI
      - Control
    - - Time investment (Needs time to optimise it / improve it)
      - Requires skills
      - Expensive
      - Click and visits don't necessarily lead to sales
  - - - Shows specific questions typed into google to keywords
    - - Niche keyword research
        
        Increases quality of visitors as more precise
        
        Reduced cost per click on google adwords
        
        Less competition = lower costs, visitors know what they want
        
        Management of longer and more accurate keywords
  - - - Click through rate
      - Relevance of keywords
      - Landing page quality and relevance
      - relevance of ad text
      - Historical AdWords account performance