AJ Esguerra's Online Portfolio

  What is Social Advertising??? What Is Social Advertising? Social advertising is the process of creating and deploying clickable ads to reach target audiences. You can reach them through social media platforms, messaging apps, news feeds, and even outside apps and websites. Companies use social advertising campaigns to build brand awareness, generate leads, and/or capture sales revenue. Social advertising is particularly effective at driving engagement and conversions. Because social media platforms offer a treasure trove of highly specific and actionable user data. Audiences can be defined based on past behavior and purchase history. Also, by how well users match up with target persona demographics and interests. Targeted audiences may be completely unfamiliar with the brand and/or product being advertised. But the message has a good chance of resonating and getting an immediate response. Especially in a data-rich and highly personalized social media environment. What is Social A...

  The Social Media What is Social Media? Social media refers to the means of interactions among people in which they create, share, and/or exchange information and ideas in virtual communities and networks. The Office of Communications and Marketing manages the main  Facebook, Twitter, Instagram, LinkedIn  and  YouTube accounts. Key Principles for Social Media Managers: Social media is about conversations, community, connecting with the audience and building relationships. It is not just a broadcast channel or a sales and marketing tool. Authenticity, honesty and open dialogue are key. Social media not only allows you to hear what people say about you, but enables you to respond. Listen first, speak second. Be compelling, useful, relevant and engaging. Don’t be afraid to try new things, but think through your efforts before kicking them off. Popular Social Media Tools and Platforms: Blogs:  A platform for casual dialogue and discussions ...

  The Attribution Modelling What is Attribution Modelling?? An  attribution model  is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, the  Last Interaction  model in Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions. In contrast, the  First Interaction  model assigns 100% credit to touchpoints that initiate conversion paths. You can use the Multi-Channel Funnels Model Comparison Tool to compare how different attribution models impact the valuation of your marketing channels. In the tool, the calculated  Conversion Value  (and the number of conversions) for each of your marketing channels will vary according to the attribution model used. A channel that predominantly initiates conversion paths will have a higher  Conversion Value  according to the  First Int...

  Display Campaign What is Display Campaign? Display advertising refers to  the process of advertising a product or service through visuals like images and videos on networks of publisher websites  such as the Google Display Network and Facebook etc. Display ads are placed on relevant third-party websites in the form of banner, image, and text ads. Display advertising is pretty much a blanket term that includes every visual ad placed on a website, however, it can be divided into   three basic categories : 1.  Site placement advertising:  In this type of display advertising, the advertiser/marketer chooses the website they would like to run their display ads on. 2.  Contextual advertising:  In this type of display advertising, networks place ads on relevant websites, for example showing an ad for dog food on a pet adoption website. 3.  Remarketing:  Remarketing display ads appear in front of users who have been on your website or post-cli...

  What is Campaign AD??? What is an Campaign Ad? Ad campaigns are a set of advertisements that focus on a single message. They are intended to meet a specific business goal as well as lead to conversions. Some business goals ad campaigns can target are creating brand awareness for a new product or service, driving sales for a specific product or service, and generating leads by asking potential customers to sign up for an email list, subscription, or other free offers. It is important to note that ad campaigns are more than just creating an eye-catching ad and posting it on a  search engine results page . For best results, ad campaigns must be well-researched and organized, with a clear, linear plan for marketers to follow. Launching ad campaigns really starts with identifying business goals, researching keywords that better reach and represent your target audience, and then creating advertisements and other content that raise awareness for and interest in your products or ser...

  The Paid Search What is Paid Search? Paid search is a marketing tactic in which advertisers pay search engines for ad placement on SERPs. There are six different factors that determine the placement of these ads on Google: Bids -  Working within an auction structure, businesses bid on keywords or phrases that are tangentially related to them or their products and services. These ads work on a pay-per-click (PPC) basis, meaning that businesses only pay when ads are clicked. Ad and landing page quality -  Google assesses the relevance and usefulness of landing pages (mobile-friendly websites perform better!) and assigns a Quality Score for ads. Ad thresholds -  These include the following: ad quality, ad position, user signals and attributes, topic and nature of the search, and related auctions. Popularity of keywords -  If two ads have the same ad ranking, the one with the highest bid will win out. Context of search -  The search term, location, time, devi...

  Keyword Research What is SEO keyword research? Keyword research is the process by which you research popular search terms people type into search engines like Google, and include them strategically in your content so that your content appears higher on a search engine results page (SERP). Keyword research is a fundamental practice in search engine optimization (SEO). The process for how to do keyword research for SEO involves choosing a topic for your content that is focused on a set of targeted keywords that you want your content to rank for. The history of keyword research SEOs have performed keyword research for algorithms since 2005. But keyword research as a practice has evolved a lot since then. Now search engines prioritize well-written content aligned with search intent when ranking content. Keyword density—how often you place a keyword in your content—is no longer the most important factor for search engine optimization. Keyword research tactics have ...

  The Search Engine Optimization (SEO) What is SEO? SEO, or search engine optimization, is the process of optimizing websites so that they rank well on search engines through organic (non paid) searches. This is one of the most crucial marketing strategies for any business. Because Google aims to provide a positive user experience for its searchers, it wants to present the best possible information available. Therefore the focus of SEO efforts should be the process of making sure search engines recognize your content as the leading information on the web for a particular search query. How does SEO work? Search engines use robots that crawl webpages across the internet in order to determine what content they contain and, in turn, what the pages are about. These bots scan the code, picking up the written text, images, videos and more that appear on webpages to gather all information possible. Once they’ve gathered enough intel about the type of information available on each page and ...