Index – From Starting Small to Winning Big

Action stage, 45

Ad campaigns, 107, 109–113

Ad groups, 112–113

Ad headline, 115–116

Awareness stage, 43–44

 

Behavior based Facebook Ads, 74–75

Blogging example, 42–43

Blog posts, 38–39

Blog section, 29–30

Boardreader, 131

Bold typography, 31

Brand identity, 35

Brand mentions, 61

Brand online protection, 131–133

Broken link building approach, 60–61

 

Case studies, 39

Click-Through Rate (CTR), 119

Cohesiveness, 34–35

Comments, 60

Content formats

blogging example, 42–43

blog posts, 38–39

case studies, 39

e-books, 39

infographics, 40

podcasts, 40

social media posts, 40–42

template, 40

videos, 40

Content marketing productivity, 35

Content marketing strategy

definition of, 33–34

evolving, 36

formats of content, 8

needs of, 34–36

questions, 7, 34

Content marketing strategy creation

auditing existing content, 38

business goals, 36

content distribution channels, 38

content type, 38

key performance indicators, 37

target audience, 37

Content planning

action stage, 45

awareness stage, 43–44

desire stage, 44–45

interest stage, 44

Conversion rate, 120

Cost Per Click (CPC), 119

Cost per conversion, 119–120

Cost Per Engagement (CPM), 119

Cost Per Mile (CPM), 119

CPC. See Cost Per Click

CPM. See Cost Per Engagement; Cost Per Mile

CTR. See Click-Through Rate

Custom audiences, 75–77

 

Demographic-based targeting, 74

Desire stage, 44–45

Detailed targeting, 74

Digital marketing

benefits of, 1–2

definition of, 1

facets of, 6–7

traditional marketing vs., 2–6

types of, 3

Digital marketing analytics, 10

Digital marketing strategy

definition of, 11

earned media, 11

formulating steps of, 11–15

owned media, 11

paid media, 11

Display ads, 107

 

Earned media, 11

E-books, 39

 

Facebook Ads

behavior based, 74–75

custom audiences, 75–77

demographic-based targeting, 74

detailed targeting, 74

formats, 78

objective of, 70–73

purpose of, 70

setting budget, 78

sponsored content, 80

sponsored InMail, 81

Facebook Ads Manager, 69

Facebook Lookalike audiences, 78

Followerwonk, 131

Forums, 60

 

Google Ads

ad campaigns, 107, 109–113

ad groups, 112–113

ad headline, 115–116

AdRank, 118

advertising, 105–107

bidding, 119

broad match, 113

broad match modifier, 113–114

call extensions, 112

callout extensions, 112

Click-Through Rate, 119

conversion rate, 119

definition of, 105

elements, 106

exact match, 114

keyword match types, 113

negative keywords, 117–118

phrase match, 114

Select Search Network and Display Network, 108–109

setting up account, 107–108

sitelink extensions, 112

Google Ads monitoring

conversion rate, 120

cost per conversion, 119–120

search impression share, 121

Google Analytics

account, 88–90

definition of, 10, 87

marketing campaigns, 98–99

setting up, 90–97

URL builder, 99–101

for website, 87–88

Google Analytics in reports

acquisition, 95–97

audience, 94–95

behavior, 95

conversion, 97

realtime, 93–94

Google Keyword Planner, 52

Grouping elements, 25–27

Guest posts, 60

 

Hootsuite, 131

 

Influencer marketing, 65–66

Infographics, 40

Informational keywords, 49

Inorganic marketing, 3

In-stream video views, 83

Interest stage, 44

 

Keep it short and simple (KISS) approach, 25

Keyword density, 58

Keyword difficulty, 52–53

Keyword research, 48–49

Keyword selection criteria, 53–54

Keywords tool, 51–52

 

LinkedIn® Ads, 79–80

Lithium, 131

Local search engine optimization, 48, 62

 

Mentionmapp, 130

Mobile-responsive design, 26–27

Monitor Ads, 79

 

Navigational keywords, 50

Negative brand perception, 124–125

 

Off-page search engine optimization, 47–48, 58–61

Online reputation management (ORM)

brand online protection, 131–133

definition of, 123–124

negative brand perception, 124–125

for SEO, 128

step-by-step guide, 125–130

tools, 130–131

On-page search engine optimization

activities of, 48–54

description of, 47

implementing, 54–58

Organic marketing, 3

ORM. See Online reputation management

Owned media, 11

 

Paid media, 11

Pay per click. See Search engine marketing (SEM)

Phishing, 133

Podcasts, 40

 

Search ads, 107

Search engine marketing (SEM)

description, 9–10

paid search work, 104

search engine optimization vs., 103–104

Search engine optimization (SEO)

definition of, 9, 47

description of, 8–9

local, 48, 62

off-page, 47–48, 58–61

on-page, 47–58

for ORM, 128

search engine marketing vs., 103–104

technical, 48, 61–62

Search impression share, 121

Search-related keywords, 51

SEM. See Search engine marketing

SEO. See Search engine optimization

Social bookmarking, 61

Social media marketing

definition of, 9

overview of, 65–66

Social media monitoring, 129–130

Social media platforms, 9, 65–66

Social media posts, 40–42

Social media squatting, 132

Social media strategy, 66–69

Social Mention, 130

Sponsored content, 80

Sponsored InMail, 81

SumAll, 131

 

Technical search engine optimization, 48, 61–62

Template, 40

Traditional marketing vs. digital marketing, 2–6

Transactional keywords, 49

Twitter Ads, 81–82

TwitterDeck, 130

Typosquatting, 132

 

URL builder, 99–101

URL hijacking, 132

 

Video ads, 107

Videos, 40

 

Website

blog section, 29–30

description of, 17

digital marketing, 6–7

Google Analytics, 87–88

high-quality images, 26

information architecture of, 19

mobile-responsive design, 26–27

planning, 17–20

Website design

adding menu, 29

adding pages, 29

latest trends, 30–31

Website design fundamentals

color for brand recognition, 24

F layout for placing elements, 23–24

limiting options, 20–21

rule of thirds, 22–23

for speed, 21

white space, 22

Website essentials

domain registration, 27

setting up website, 28

web hosting, 27