Reflection

As previously stated, we watched some of these videos or videos with similar material.  It helped reiterate the goals and how to calculate where the clicks and conversions should be during the process. While watching this portion of the video, I believe it allowed me to have a clearer focus on how we should be targeting for our company to give our advertising campaign the best potential to grow and while remaining within our given budget. Also, discussions about the landing page with the click the campaign because our website is quit vague. Our link can only submit to limited places due to the constraints of the website itself.

The second would be the Google AdWords analytics and how choosing certain things such as geo-targeting to evaluate how much success it has in an area. You can use multiple tools to evaluate how successful your campaigns are. Revenue per Click (RPC) and Return on Investment (ROI) are true indicators on how well your campaign is performing. These figures are essential in making changes in few days. Evaluate changes made on sufficient data input from the site in order to enhance effectiveness.  Also, utilize a longer date range to have a better conversion rate.

Continue learning process

Key Concept #1:

The first concept that I have learned is using off brand logo to have a continual interest in an individual that is no longer a front runner in a certain area and as generations continue their memory fades. As the Jordan logo starts to faded they needed to renew interest in his logo and continue his legacy through younger generations. The company used off bran marketing by bringing the individual who got the spot over the legendary Michael Jordan. The New York firm Wieden + Kennedy promoted a story not around Michael Jordan but essentially an individual who took his spot which took his fan base and devoted individuals to his logo for a surprise. The advertising gets based around an individual named Leroy Smith in which helped promote his brand. The concept is that direct marketing is not always useful sometimes you need a catalyst to restart a dying logo which could come from anything. With the restart they watched blog sites and targeted key information off those to adjust their marketing. Would we consider off brand marketing and or blog sites a reasonable adjustment for our advertising?

Key Concept #2:

The second would be the in depth empirical analysis and what kind of words or description seems to help increase the click through rates and position of your page.  The advertisements that have retailer specific information gains a 14% click through rate. Continuing expanding the brand shows that leads to a decrease rate of almost 57%. This shows that you should keep the words as closely related the company as possible and not stretch for words that might describe the concept. Words that explicitly describe the company in the advertisement have a significantly higher click through rate.  This goes with long words are more specific as shorter words are more generic so pending type of company may require which choice you make. The question is how do you decide upon how specific the word choice should be for your advertisement?

Skillset/Learned:

The combination of both key concepts are defiantly crucial skillset I learned. They bring a new aspect of marketing that I never considered which is bringing in a related topic to the marketing aspect of the company. By doing so we need to use the second concept to analysis the success in which that advertising would bring. This is by identifying the specific word length and if you will keep you generic or particular in the words used. Second would be how to play around with the retailer coefficient and not the brand to maximize the click through rates. Also in to increase the rate is the keep all terms and sentences explicitly associated with the brand. How do you keep the click through rates high with generic words to help display your advertising?

Journey:

As this semesters continues and every week the material adds more in depth look at how to maximize your results for the company you are advertising for becomes clearer. The article allowed so to take a look into new form of marketing concept in which I see us applying a seminar ran by ASTD to the advertising to pick up more click through rates such as the Jordan article. Also gathering these two key concepts I think the length of our key word choice will be essential to look at. Also the company input to see how they would view their company. Since the start of this I have grown in which I have a conceptual understanding in hoe marketing should be for the company and how to maximize the results.

Personal and Local

Search optimization is a core principal in the use of the Internet. The first key concept is localization.  It describes the search engine attempt to locate contextual geographic and personal preferences to provide end-users with the best search engine results.  By aligning the search to region and preference, it allows the engine to better determine what material the operator wants to view. To acquire the information, two ways are used either explicitly or and implicitly.  Explicit bases the search on interpretation by using data and information that consumers provide to the search engine. The information may consist of location, age, language, and gender all provided by the user. The implicit approach is when the search engine analyzes data gathered from previous searches. To help this process, the system will track pages that are frequently visited by the end-user. They may also go through sites that track their information such as G-mail or a bookmarking site. This allows the search engine to adjust to their preferences. Such personalization is a built upon localization. Individuals would rather give up personal information to improve the results of their searches. Some large search engines, such as Google, are giving the users an opportunity to tell them what they like so their functionality can be further optimized. There are two factors employed in making this experience possible. The first is to adapt the search engine indexing and measuring the site. The second is how the user is expected to be presented with contextual information. Which one would you prefer to use implicit or explicit?

The second key concept is making the search engine results page relevant to the topic. There are five key factors that go into ensuring that the page will provide the results required. The five are relevance, importance, popularity, trust, and authority which assist with an organic search engine optimization.  To achieve the goal, the operator must use hyper-texted markup language (HTML) code for the website.  By doing so, the site is more accessible to search engines.  HTML also allows for a user-friendly method to locate materials and information. Search engine optimization is broke down into five main components: search engine–friendly web site structure, a well-researched list of key phrases, content optimized to target those key phrases, link popularity and, emerging trends.  Although these help make your search more effective and the company’s’ website more available based on search, there are also two factors that play against the benefits.  They are technical challenges that prevent the search engine spider from accessing content, and a competitive marketing environment where everyone wants to be highly ranked. With all these aspects, the search engine optimization and the results it produces for the user looking for the data or information are enhanced. Which factor would you exemplify as the most important? 

The most important skill set I have acquired from these concepts are localization/personalization to assist with optimizing results per page. It is the most important feature since it applies to how the search engine page interacts within people seeking material and data within certain areas. The use of both methods (implicit and explicit) to acquire information must be engaged to optimize a company in which their training could be a board subject or a specific subject. Also, it is critical to provide information based on your likes and dislikes to attain a better quality in your search results engine. It is crucial in such a fast-paced world which requires rapid turnarounds that the engine itself be fast. Individuals do not always have time to conduct extensive searches.  The tracking of internet traffic so that your search engine results indicate what is typically sought can simplify the search process as well.  Will the skill set I choose help improve our teams project?

I learned an extensive amount from reading chapter six and by focusing on the two key concepts I identified. The reason I choose these ideas is based on our project. I believe they will help me provide better insight to my team and how we can improve our group project and the company’s search engine optimization results.  Since we are focusing on the Pittsburgh Chapter of a large non-profit group, the localization and personalization concept is especially important for me to grasp and apply to improve their marketability by our research.

Tracking and Collecting

Key Concepts

The two key concepts extracted from the learning materials are the tracking and collecting data from websites and the funnel concept.  Further discussion on each idea is noted below.

Tracking and collecting data for websites was discussed in previous chapters, but only minor details were provided.  The information discussed included how companies track the amount of time their website is accessed, but did not discuss how they tracked the individual accessing and exploring the site. The terms, page tagging and log file analysis break down how organizations see what customers are seeking on their website. Although the two have some similarities, each is created in a manner to track different events within the website. For example, page tagging can track an individual watching a flash movie while log filing does not have this capability. Page tagging is typically used by corporations who do not have their own web server.  They utilize a third party to conduct the reviews. In comparison, log filing is not as detailed as page tagging. Log filing essentially collects raw data (i.e. number of hits) from the webs server. Log filing does not provide detailed reports seen in page tagging; however, they are more accurate.  The log filing reports are simpler in structure.  With a standard format, the reports are easily transferable between vendors.  Another advantage of log filing is the ability to collect and analyze historical data. Finally, log filing tracks request failures and page tagging only tracks successful searches.

The funnel concept assists in establishing a website’s goal.  The aim will vary depending on the company, but the overall purpose is for the visitor to do what the website intended them to do. The purpose can be broken down into several steps known as events.  The first step is to collect data on each click on the visitor’s path through the site. The funnel serves as a narrowing channel as the clicks become fewer and fewer as the user works through the site. These also have other indicators that support goal achievement such as key performance indicators (KPI) used to monitor and optimizing the website’s goal. The funnel concept informs the organization on what part of their goals are being maximize and those that require additional attention.  The key performance indicators (KPI) are valuable as the allow management to obtain a clear picture of where the organization stands in attaining its goal and the generation of revenue.

Skillset Importance

The most important skillset learned from this session how our group could implement page tagging and log filing for our client. Both bring different elements to the table for the corporation to reach its goals.  I believe the use of log filing is more useful in our scenario simply because it is more accurate. It is completed in-house, and allows the company to see the request failures instead of only successes facilitating their improvement in certain areas.

Learning Journey

Personally, I acquired additional knowledge on how the companies track their websites’ activity. With the greater detail provided a clearer picture of what is most applicable to organizations was ascertained.  The approach varies with the company, their goals, their market and their size. It supports analyze of data and the adaption of goals on a continuous basis. Also, the document went into greater details on AdWords. I believe it will benefit us to maximize our monetary value granted. As complex as this may seem, I think I understand it.  Although, I continue to have difficulty with the credit card for setting up the blog account.

Week 1

The first theory that I came across that I thought was conceptually important was pay per click (ppc) advertising. The rationale behind the significance is the analytic it involves to run a successful per click advertising. There are many different parts and pieces to having a successful campaign utilizing this forum. It takes a well-planned strategy that involves doing your homework on competitors, ethnic groups, age ranges, and variety of crucial factors. A clear goal must be identified. Another aspect to consider is the cost of the advertising spot that the corporation wishes to employ. The better the spot, the company will have to invest more money.  One example is a search engine page and the associated costs. The target audience is also a key indicator in determining perspective advertising.  The audience and the techniques employed to attract them encompasses a variety of keywords or phrases. These may include the ability to be active search for commonly misspelled words. The final step is the analytic involved in the whole advertisement process. Analytic is used to track the number of clicks on the advertisement to track the corporation’s return on investment. The company may utilize a click through rate which allows the organization to change keywords or key phrases that will provide additional clicks on their website. After clicking on the website, it takes you to the landing page of the site which then gives you the capability of exploring their website.

It is important to tie in the concepts of vital utilization of advertising and the product and services. It takes on the same concept of attracting your audience like pay per click advertising, but is more in depth. Your marketing strategy for pricing has to be based off your competitors.  Extensive research as to what the current market is doing and potential other means of charges is a must to establish a fee range. Like the pay per click advertising, your website placement is crucial so as to receive the most clicks. In normal search engine optimization that placement will be determined by the site’s popularity. Like the pay per click advertising your promotion of your website is also a key ingredient to seeking and attaining success. It is helpful to have a balanced on and offline approach to promotions.  The combination of tactics can drive customers to the website and vice verse.  This is especially true for very popular agencies. Unlike pay per click advertising, these website use cookies to optimize their site for your search. With the establishment being well- known and with great popularity, peer to peer communication makes the firm more personal and more in tune with what the customers are seeking. This allows for predictive modeling and a forecast of what new products should be developed based on the consumers wants and needs.

  

The most important skill set I acquired from the two concepts is planned research and promotion. These seem to be the two best catalysts for advancing your company in the market. The research allows you to acquire were your promotion should be focused in terms of age, race, types of business, etc. Secondly, the promotion is both online and offline marketing aspect which are crucial for both sides to advance. It benefits the company to keep tabs on what words are trending that could relate to their line of work and it also allows them to interact with other individuals as well as gain insight into what people are seeking  and may open up a new avenue of marketing to a relatively untapped area.

I believe my learning was taking in the form of what could I apply to our client in the coming weeks and where after reading I want to advance with our client. I believe that our client has a lot to offer in research and this is something I will stress and how to more appropriately approach it with their goals in mind to help them promote their business to the fullest extent possible. I definitely walked away with a good understanding of product placement and the strategy behind cost and why it is placed one spot over the other including pay per click and search optimization and the methods to determine their success.