BUS572-4

Concept1 Keyword Contextual Targeting

Keyword Contextual Targeting is that your ad, in the right context, using keyword cues. We want it work. So we need the keyword contextual targeting matches our ad with relevant sites based on keywords we chose. For our client-Irma Freeman, they have a lot of thing to do. Because we found that many of their websites don't have the keyword. Maybe they want the website to be unique, so they use different word to describe the activities. Fortunately, we had a good communication. After discussion, our client to put the keyword in most of their sites. But we are still embarrassed with that they don't have a single page for each activity. we can't match our ad to final destination.

Concept2 Remarketing

Remarketing is that generating even more conversions, but at the same CPA. It can bring lost users back to your site. For our client, what they provided is classes or service. So they have a high competition. When customers search the activities on Google. They will open several website and choose the one they like best. Based on the choosing, our client may lose some customers. So remarketing is what they need. I think our client's website is still not good. Since they don't have a single page for each activity. The customer may leave the site, if they can't find what they need. 96% of people visit a website and leave without completing the actions marketers want them to take. The disadvantage of our client's website may even get a higher persentage of losing customers. So remarketing is the really important one.

Skill

In the assignment of this week, we learned a lot from GOMC Digital Marketing Course. I'm so impressed that there are six ways to develop our ad. The six ways are related to each other. So effectively using the six ways of display offering will help us to make a good ad for our client. For the 5th way--keyword contextual targeting, we need a good cooperation between our team and our client. If they can make a single page for each activity and add the keyword to each title, I believe our ad will be more efficient. As we see, some of the six ways is about targeting. So target may be very important for us. That is our job. Target customer and target link we want to show to them are the two key point.

conclusion

This week, the GOMC competition started. Finally we have the chance to test our ad. We learned a lot from this class, such as how to use keyword planner, A/B testing, how to make the group of ad, and the measure to improve our ad. I hope we can create a good ad for our client. But there are still some problem like seasonal activities, poor website, limited fund. That's why we need to choose the best keywords, and link to the correct site. For next class, I hope we can learn how to effectively use the data we got.


Picture reference:

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