digital strategy lecture 7

7

Pay Per Click (PPC) is about paid for or ‘sponsored’ results … this also works in the same way as Display ads

CRO …conversion rate optimisation… relates to the experience and actions on the site that lead to the desired action

we can relate this to the RACE model…

SmartInsights, 2017

the description should be interesting and informative

Develop an XML sitemap file that can be submitted directly to google

…have a good, useful 404 page!

Make sure it’s easy to ready, organised, on topic, up to date…

…highly relevant to what has been clicked on

These adverts should link back to specially created landing pages…

Is it cognitive, affective or conative…

…and how can we get the desired action?

…but we’ll keep it simple!

http://marketingland.com/wp-content/ml-loads/2012/01/concurrent_live_tests-1.png 2012

http://marketingland.com/wp-content/ml-loads/2012/01/concurrent_live_tests-1.png 2017

http://www.zippycart.com/infographics/how-sales-messaging-affects-conversion-rates.html 2017

http://www.wordstream.com/articles/google-statistics, 2017

http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.co.uk/en/uk/webmasters/docs/search-engine-optimization-starter-guide.pdf 2017

www.smartinsights.com 2017

Moz, 2017

Kissmetrics, 2017

C. Li and J. Bernoff, 2011. Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business School Press.