Week 7 (AdWords)---Website Traffic

Measuring website traffic

In order to drive more traffic to your website, you must focus your advertising goal on increasing your clicks and clickthrough rate. There are three main things you want to measure to help you track and improve a campaign focused non traffic:

1. Clicks and clickthrough rate: This can be used to see how close your ad matches your keywords and other targeting settings. These two can also be used to help you identify how many people found your ad appealing enough to actually click on it and visit your website.
2. Keywords: Keywords is a term that is prevalent in almost every aspect of digital marketing. There are three strategies that you want to use to monitor your keyword performance with:
1. Continuously pause or remove words that aren't working well for you ad and try some new ones. Columns and segments help to review your keywords' clicks, CTR, Quality Score, and more.
2. Using keyword matches types will help you control who sees your ads. Certain match types will get you more ad impressions, conversions, and clicks.\
3. Run a keyword diagnosis to get more information about your keywords' Quality Scores and whether they're triggering your ads.
3. Search terms: Use this report to review the list of searches that triggered your ad, and identify the relevant terms that are driving traffic to your website and add them as new keywords. You may also want to add terms that are irrelevant to your business as negative keywords so they won't trigger your ads.

Week 7 (Social Media)---ROI Strategies

ROI Strategies

There are many ways that you can calculate ROI on LinkedIn. You can track the results of deals and offers that you placed on LinkedIn for your followers. You can also use LinkedIn to help build credibility for relevant content that you have or even as an outlet for PR. This can be a way to help people learn about relevant topics and boost their content in the eyes of their followers. Making ads on LinkedIn can be more costly than ads made on Facebook or Google, but that's because the ads are towards a highly focused business audience.

You can use LinkedIn ads to reach your ideal customers. It has a few different options and value propositions: sponsored updates, professional audience, precision B2B targeting, set your own budget, and ad formats. These categories are in LinkedIn and are all combined and used to help you acquire new customers for your business. Targeting customers through LinkedIn is very benefical in the long run because of the ROI that you can have.

Week 6 (Social Media)---Twitter

To Do or Not to Do

To use Twitter or not to use it? That's the real question. From my previous post, you can see how social media sites such as a Facebook can be a very useful tool. Twitter is considered one of the social media sites that are here to stay, so investing in Twitter would not be a terrible option for a company. However, the main determiner of this decision is whether or not your audience is on Twitter.

When using Twitter, you have to go into it with the notion that people aren't on Twitter with the mindset to purchase something. This a younger audience and are more likely to exchange news or information on the product or service that they are using. Most likely this audience will tweet about problems that they are having with this product or service in hope that they can have a dialogue with the company in order to fix the issue. 

This is a valuable concept to keep in mind if you are a decision-maker when it comes to using social media within a company. The biggest thing you want to think of is ROI and think about how social media will benefit you. Facebook and Twitter are two great outlets that provide their own separate benefits. Twitter is great because of its ability to reach a younger audience as well being able to create dialogue with customers who are having problems with their product or service.

Week 6 (Adwords)---Reaching your Audience

Reaching Different Groups of People

When trying to reach your specific audience, Google helps you target your ads in these four ways:

1. Audiences: One of the bonuses you have is the ability to choose the audience that best matches your customers. Affinity audiences help drive brand awareness by reaching TV-like audiences on a broad scale. Adding custom affinity audiences can help you reach as many potential customers as possible with an affinity for a specific product area. To reach specific audiences actively shopping for a product or service you may use in-market audiences. 
2. Interest categories: Want to reach people interested in products and services similar to those you business offers? Then use interest categories! You can show your ad to people who demonstrated specific interests, regardless of whether your ad correlates with the particular topic of the page or app they're currently on.
3. Remarketing: With remarketing, you can reach people who have previously visited your website while they visit other sites on the Display Network.
4. Demographics: One of the most common categories in any targeting tool that allows you to reach people who are likely to be within the age, gender, and parental status demographic group that you choose. 
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