Digital Marketing

  1. Explain what is digital marketing?

Digital marketing is the brand marketing tactics through the internet. It includes various techniques like SEO, SEM and link building.

 

  1. How can you categorize the digital marketing?

The digital marketing/communication is categorized into two segments

  • Inbound Marketing: This techniques takes the help of social media, digital content in e-books, webinars or e-newsletter to increase the number of clicks on links and learn more about a company and its services.
  • Outbound Marketing: This segment includes placing ads, cold-calls, e-mails or reach out potential customers through digital mediums

 

  1. Explain what is SEO?

Search Engine Optimization widely known as SEO is the process of improving the structure, content and organization of your site, so that the Search engines can index them correctly. It also involves doing promotional activities to boost your search engine rank.

 

  1. Explain what is a keyword in digital marketing ? How important is it from the point of SEO?

“Keyword” in digital marketing is the word that a user’s or person enters into a search engine to find specific information.

From SEO point of view, for better page ranking keywords are very crucial. How and where you have used the keywords will reflect your site ranking.

 

  1. Mention what are the key areas where you can use keywords to optimize the site ranking?

For better page ranking, you must use the keywords in following areas

  • Keyword in Website URL
  • Keyword in Website Title
  • Keyword in Meta tag
  • Keyword in Web page content
  • Keyword density in body text
  • Keywords in Headlines

 

  1. Explain what is PPC or Pay Per Click advertising?

Pay Per Click also known as Cost Per Click, is a technique used to direct traffic to websites.  In this technique, advertisers pay the publisher ( website owner or host of the website) when the ad is clicked.  In other words, it is the amount spent to get an advertisement clicked.

 

  1. Mention what are the primary models for determining Pay-Per-Click ?

The primary models for determining Pay-Per-Click are

Flat rate PPC :

In this type of model, both publisher and advertiser agree to a fixed amount that will be paid for each click. In most time, the publisher has a rate card for PPC plan based on different areas of their website or network.   The amount varies as per the content that generally attracts more or less people.

Bid based PPC :

In this type of model, the advertiser competes with other advertisers in a private auction hosted by a publisher.  The advertiser will inform publisher for the maximum amount of bid he is willing to pay.

 

  1. Mention what is an effective PPC keyword should be like?

An effective PPC keyword should be

Relevant : List out the targeted keywords

Exhaustive : Apart from most popular keywords it should include the “long tail of search”

Expansive: PPC is iterative, therefore the keyword list should be constantly growing and adapting

 

  1. Mention what are the key elements to optimize the conversion rates per PPC?

Conversion rate is nothing but to bring more visitors to your site.  To increase the conversion rates you have to focus on following things

Write compelling content on your site that is relevant to the keyword or search query

Maintain a high degree of relevance between your ads and corresponding landing pages

The webpage should easy registering process, signing up for a newsletter or making a purchase

Check design of your landing page which should have right combination of color, layout and GUI to attract more customers

 

  1. What should be the approach for effective Pay Per Click campaings?

For effective Pay Per Click campaign, you need to do following things

Add more PPC keywords: By adding more keywords that are relevant to your business, you can expand the reach of your pay per click

Split Ad groups: By splitting up your ad groups into smaller and more relevant ad groups, you can improve click-through-rate (CTR)

Review costly PPC keywords: Review expensive and under performing keywords

Refine landing page: To align with individual search queries modify the content and call-to-action of your landing page

Add negative keywords: To improve campaign relevancy and reduce wasted spend, add non-converting terms /negative keywords. ( When search with that keyword, it will not show your website/content)

 

  1. List out some of the useful online marketing tools?

Some of the useful online marketing tools are

Google Analytics

Digital point keyword tracker

Crazy egg heat maps

Keyword discovery

tumbleUpon

XML Sitemap Generator

Favicon generator

SubmitExpress Link Popularity

  1. Explain what is on-page and off page optimization?

Off page optimization: It is the process of boosting your search engine ranking by getting external links pointing back to it.On page optimization: On page optimization directly deals with the content and structure of the website.

 

  1. What one should do to avoid the penalty?

Do not link to any other site with bad page rank

Avoid Poison words, for example word “link”, when you hypertext this text to give the link to your site it becomes poison words

Avoid stealing text or imagesfrom other domains

Avoid re-directing users to another page through refresh meta-tags – don’t immediately send user or visitors to another page even before he or she clicked on the web page link

 

  1. Mention what are the characteristics of “bad links” ?

The characteristics of “bad links” are

  • Links from sites that are unrelated to your sites
  • Links from low Page Rank and Low traffic
  • Links from link exchanges
  • Links from those sites that are not in Google index
  • Paid links
  • Link from the same anchor texts coming from multiple sites
  • Spammy links from blogs or articles.

 

  1. What attracted you to the digital marketing industry?

You should try and answer this question as honestly as you can. Think about why you applied for your first digital marketing job – was it the reputation of the industry? Its fast-paced nature? The fact high-paying salaries were on offer? Or the fact that it’s constantly changing, growing and adapting on a weekly basis?

The employer is asking this question to test your commitment to the industry and to find out what makes you tick as a digital marketing candidate – so your answer needs to convey your commitment and enthusiasm for the sector overall.

A good answer would be to say that you were attracted to the industry because it’s got a good reputation and there are lots of opportunities available to progress your career, learn new skills and expand your knowledge. This answer shows you’re committed to the sector long-term and demonstrates that you’re a candidate who’s constantly looking to improve and enhance their skills.

 

  1. How would you categorize the digital marketing?

Digital marketing can be categorized into two segments:

Inbound Marketing: In Inbound technique, we take the help of social media, digital content in e-books, webinars or e-newsletter to increase the number of clicks on links and learn more about a company and its services.

Outbound Marketing: The Outbound marketing segment includes placing ads, cold-calls, e-mails or reach out potential customers through digital mediums.

 

  1. What are the activities used to promote Digital marketing?

The digital Marketing activities are

  • Search Engine Optimization(SEO)
  • Search Engine Marketing(SEM)
  • Content Marketing
  • Content Automation
  • Campaign Marketing
  • E-commerce Marketing
  • Social Media Marketing

 

  1. Name some digital marketing channels?

Digital marketing is facilitated by multiple channels. There are some multiple online marketing channels:

  • Affiliated Marketing
  • Display Marketing
  • Email Marketing
  • Search Marketing
  • Social Marketing
  • Social Media
  • Social Networking
  • Online PR
  • Video Advertising

 

  1. What are Search Engines?

Search engines plays a very vital role to find out the specific and relevant information through World Wide Web. Some major search engines are:

  • Google
  • Yahoo
  • Bing etc.

 

  1. What do you know about PPC?

PPC stands for Pay Per Click. It is an advertizing technique used to direct traffic to websites. It is also known as Cost Per Click. In this technique, advertisers pay to the website owner when the ad is clicked. In other words, it is the amount spent to get an advertisement clicked.

 

  1. What are the primary models for determining Pay Per Click?

Following are two primary models for determining Pay-Per-Click:

Flat rate PPC : In flat rate PPC, both publisher and advertiser agree to a fixed amount that will be paid for each click. In most time, the publisher has a rate card for PPC plan based on different areas of their website or network. The amount varies as per the content that generally attracts more or less people.Bid based PPC : In bid based PPC, the advertiser goes for bid in a private auction hosted by a publisher. The advertiser informs publisher for the maximum amount of bid he is willing to pay.

 

  1. What qualities an effective PPC should contain?

An effective PPC keyword should be:

  • Relevant: List out the targeted keywords.
  • Exhaustive: Apart from most popular keywords it should include the “long tail of search”.
  • Expansive: PPC is iterative, therefore the keyword list should be constantly growing and adapting.

 

  1. What is Google Adwords?

Google Adwords is the most popular PPC advertising system in the world. It follows Pay Per Click model. The AdWords platform facilitates website owners to create ads that appear on Google search engine and their other properties.

 

  1. How would you optimize the conversion rates per PPC?

Conversion rate is way to make more visitors to your site. You have to focus on the following things to increase the conversion rate:

  • Write content which is very relevant to the keyword or search query.
  • Maintain a high degree of relevance between your ads and corresponding landing pages.
  • The webpage should easy registering process, signing up for a newsletter or making a purchase.
  • Check design of your landing page which should have right combination of color, layout and GUI to attract more customers.

 

  1. Where should you use your keywords to optimize your site ranking?

It is very important to place your keywords on appropriate area for better page ranking. These areas are:

  • Keyword in Website URL
  • Keyword in Website Title
  • Keyword in Meta tag
  • Keyword in Web page content
  • Keyword density in body text
  • Keywords in Headlines

 

  1. Which are the most useful online marketing tools?

The most useful online marketing tools are:

  • Google Analytics
  • Digital point keyword tracker
  • Crazy egg heat maps
  • Keyword discovery
  • StumbleUpon
  • XML Sitemap Generator
  • Favicon generator
  • SubmitExpress Link Popularity

 

  1. What do you mean by on-page and off-page optimization?

On-page optimization: on-page optimization is used to deal directly with the content and the structure of the website.

Off-page optimization: Off-page optimization is a technique which is used to boost your search ranking by getting external links pointing back to it.

 

  1. How would you avoid the penalty in digital marketing?

Follow the below points to avoid the penalty:

  • Do not link to any other site with bad page rank.
  • Avoid Poison words. For example word “link”, when you hypertext this text to give the link to your site it becomes poison words.
  • Avoid stealing text or images from other domains.
  • Avoid re-directing users to another page through refresh meta-tags – don’t immediately send user or visitors to another page even before he or she clicked on the web page link.

 

  1. Specifies the characteristics of bad links.

The main characteristics of bad links are:

  • Links from sites that are unrelated to your sites.
  • Links from low Page Rank and Low traffic.
  • Links from link exchanges.
  • Links from those sites that are not in Google index.
  • Paid links.
  • Link from the same anchor texts coming from multiple sites.
  • Spammy links from blogs or articles.

 

  1. What is the difference between direct marketing and branding?

Difference between Direct marketing and Branding:

Direct Marketing Campaign: In direct marketing campaign, the advertiser is interested to target the audience who are most relevant to the business. The most common campaigns are Search Networks Only, Shopping Campaigns, and Dynamic Search Ads etc.

Branding Campaign: In branding campaign, an advertiser exposes his brand on major sites and applications. The most popular methods are Display Ads, Remarketing, Youtube Ads and custom Ads.

 

  1. Why is online marketing preferred over offline marketing?

Now a day, it is an era of digital marketing. The online cost for marketing is SEO, Hosting, and Web Development. The number of prospects is extraordinary. One can reach many individuals online and you can set your target as worldwide. Whereas the number of people who prefer reading newspapers, watching television, etc. Therefore, the target is within a specific area.

The customer’s reachability of online marketing is more than offline marketing.

 

  1. How would you classify the digital marketing?

The digital marketing is divided into two segments, which are inbound marketing and outbound marketing. In inbound marketing, you can take help of social media in terms of content, e-books to get the maximum traffic on links. Whereas, outbound marketing encompassing emails, cold calls, placing ads or reach out targeted audience via digital mediums.

 

  1. What is the role of SEO in digital marketing?

SEO signifies search engine optimization, which helps in increasing the visibility of blog, site or pages in     Bling, Google and Yahoo. In a nutshell, it gets your ranking on the first pages of search results.

For example: you are looking for a hotel in Kerala. You will type the keywords like hotels in Kerala, cheap places to stay in Kerala or best places to stay in Kerala. Keywords play a great role in SEO. After typing the keyword, you will come across several links on the first page, thus show the importance of being on first page.

 

  1. What are the main areas where keywords used to optimize website ranking?

It is the act of analyzing, selecting and researching the top keywords to allure traffic from search engines to your websites. Following are the areas for better page ranking:

  • Keywords in headlines
  • Keyword in meta tag
  • Keyword in website title
  • Keywords in web page content

 

  1. Which form of marketing is best: SEO, PPC or Digital Marketing?

SEO and PPC are a part of Digital marketing. SEO, PPC, Display media and content marketing are the tactics used to achieve goals like productivity, etc. You can’t do PPC or SEO without a content marketing strategy. Scores of factors go into this, the main point is how to use a strategy to drive a traffic immediately.

 

  1. What enticed you to this digital marketing vacancy?

When the interviewer is asking you about what attracted you to this vacancy, there are some things he is trying to know. Give interviewer a good idea about your values and preferences that match up with the requirements of the company. Be honest and ask yourself what made you apply for this job – was it location? The company? Or a superb opportunity? Focus on the role and say that you wanted to work for one of the best organizations and the opportunity was a stepping stone in taking the career ahead.

 

  1. What are a few of the important online marketing tools?
  • Crazy egg heatmaps
  • Submit Express Link popularity
  • XML sitemap generator
  • Keyword discovery
  • Favicon generator
  • StumbleUpon

 

  1. What are the traits of bad links?

Any backlink that disturbs the guidelines of Google is called as Bad link.

  • Links from those websites that are not in Google Index
  • Spam links from articles or blogs
  • Poor authority website
  • Penalized website
  • Links from low traffic

 

  1. What is your experience with market automation tools?

In any business, you need an array of marketing tools to engage with your consumers. You have to get engaged with number of tasks to increase the Return on Investment (ROI). Some of the scalable tools to generate leads are:

  • Anygrowth
  • GetEmail.io
  • LeadFuze
  • Hubspot
  • Userfox
  • Constant Contact

 

Reference:

Career Guru99