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Landing Pages
A landing page is a campaign-specific page distinct from your main website that has one goal and ...
Why Use Landing Pages?
Ad campaigns can aim at building awareness, but they are typically associated with making consume...
Banner Advertising
Banner ads are images or animations that advertise brands, products, and services on websites. Th...
Search Advertising
In comparison to SEO, search advertising entails gaining traffic on SERPs by bidding on keywords....
Social Media and RACE
Social media has also become one of the main pillars for advertising, and it can support most of ...
Influencer and Affiliate Marketing
Influencer marketing—a form of social media marketing that capitalizes on people or organizations...
Reach
Reach is the first stage in the RACE framework. It entails the publication and promotion of conte...
Building a Landing Page
A landing page has five basic elements: First, a unique selling proposition (USP), a “unique” ben...
Paid Media Activities
Digital marketers typically advertise online through advertising networks, such as Google AdSense...
Social Media Advertising
Social media has become central to most consumers’ lives. In some countries, social media network...
Exercises
As in the previous Chapter’s exercise, you are a fitness center creating a campaign for...
Chapter 5: Reach: Generating Awareness and Attracting Visitors
Overview In this chapter, we cover the strategic bases associated with the Reach stage. We start...
User Experience
The first and most important set of factors relate to user experience, or “a person’s perceptions...
Backlinks
The second most important set of factors relates to backlinks, or links back to your website from...
Keywords
The last set of factors concern keywords. Keywords are terms you include on your webpages to comm...
Understanding How Consumers Use Keywords
Since user experience is central to ranking high, it becomes quite important to understand how pe...
Keyword Competitive Analysis
We should understand well, at this point, that we are creating webpages with the goal of ranking ...
SEO
SEO is “the process of affecting the online visibility of a website or a webpage in a web search ...
Why is SEO Important?
People use keywords to interact with content online, and most online experiences start with a sea...
Using Keywords to Analyze Competitors
We conclude this chapter by examining how keywords can be used to analyze your competition. To fr...