Index
- A
- Ableisms, 293
- A/B testing, 123, 274, 334, 337, 361–362
- Accelerated Mobile Pages (AMP) HTML, 311
- Accounts, usage, 85–86, 85f
- Acquisition, 66–67, 165
- Acquisition Behavior Conversion (ABC), 66–71
- Actionable dashboard, usage, 270
- Action dashboard, usage, 270–271
- Actions/events, 68
- Additive segmentation, 356
- Address schema format, 149f
- Advertisements (ads), 110–116
- Affinity audiences, 36, 117
- Affinity bias, 394
- Agency life, 94–95
- Aldi, ads, 12, 15–16, 15f
- AlMheiri, Abdulla, 29
- Alt attributes, 148
- Alt text, usage, 291
- Americans with Disabilities Act (ADA), 286
- Amplification rate, 76–77, 266–267, 272
- Analysis (M3 model phase), 25
- Analytics, 50–51, 350
- ABCs, 66–71
- alignment, 49
- behavior, interpretation, 61
- collection/processing/reporting process, 58f
- company goals definition, 51
- goals, impact, 52
- interpretation, 340
- mobile Internet traffic, impact, 340–341
- objective measurement, 165–166
- script, data identification/collection, 59–60
- segments, defining, 50
- surveys/research, comparison, 64–65
- terminology/concepts, 50
- Analytics, context, 73–82
- Answer the Public, 138f
- App analytics, 338–339
- App‐based businesses, products/services, 311–312
- App indexing, 312
- Applause rate, 76, 266–267, 272
- Applicant tracking system (ATS), 375–376
- Applications, 333–334
- App marketing, web marketing (contrast), 308
- App only, 332–333
- AppsFlyer attribution model, 339f
- App Tracking Transparency (ATT), 335
- Architecture, 157–158
- Ash, Tim, 285
- Attention to interest, desire, and action (AIDA), 38
- Attribution, 62–63, 98–99, 314
- Auction, usage, 88–89
- Audience
- Automated bidding, 101–102
- Automated bids, 100
- Auto subscribe, avoidance, 356
- Average cost‐per‐click (average CPC), 91
- Average session/engagement time, 68–69
- Average time on website, 68–69
- Awareness, decision‐making step, 95
- Awareness, Interest, Desire, Action (AIDA), 280–281, 285
- B
- B2B Effectiveness Code, 182
- “Back to the Basics” (Scott), 33–34
- Bad actors, function, 365
- Bailey, Matt, 44, 213, 219
- Banner ads, 119
- Behavior, 67–69
- Behavioral marketing, 117
- Benefits, 111–112
- Bid, click payment amount, 89
- Bidding, 88–89, 100–102
- Bidirectional Encoder Representations (BERT), 163
- Blogs, social media usage, 238
- Bloom's taxonomy verbs, usage, 392f
- Bluetooth beacon marketing, 315–316
- Bots, 132–133
- Bounce rate, 68, 279–280
- Brand
- Breakpoints, 332
- Brin, Sergey, 133
- Broad match, usage, 109–110
- BTS #PermissiontoDance Challenge, 203, 204f
- Business goals, social media (impact), 233–234
- Business objectives, KPI selection, 269–270
- Business strategy (delivery), marketing (usage), 21–25
- Business‐to‐business (B2B) content performance, 212–213
- Business‐to‐business (B2B) context, 53
- Business‐to‐business (B2B) goals, 3
- Business‐to‐consumer (B2C) content performance, 212–213
- Business‐to‐consumer (B2C) goals, 3
- Buyer personas, 183–184
- Buying cycle, keyword research, 136–137
- Buying funnel, 95
- C
- California Consumer Privacy Act (CCPA), 369
- Callouts, 115, 115f
- Calls to action (CTAs), 112, 278, 288–289, 295
- Campaign‐based marketing, 200
- Campaign goals, establishment, 345–346
- Campaigns
- Campbell's Soup, SoupTube ad, 38f
- Canadian Anti‐Spam Legislation (CASL), 306, 368
- Canonical AMP page, building, 311
- Canonical URLs, 158
- CAN‐SPAM Act, 366–368
- Capital expenditures (CAPEX), 25
- Career, maintenance, 387
- Careers/hiring, 371
- Cascading Style Sheets (CSS), 310, 362
- Case method, HBS usage, 4
- Casting, 304
- Causal factors, 74, 77, 78
- Chick‐fil‐A, Whoopsery ad, 19f, 189–190
- Children's Online Privacy Protection Act (COPPA), 306
- Clicks, 90–91, 123, 125, 346
- Click‐through, 77–78
- Click‐through rate (CTR), 64, 91, 121, 125
- Cloud computing, 24, 60
- CMO Tenure Study (Stuart), 20
- Coca‐Cola, brand loyalty/connection/commercial, 17–18, 17f
- Code Division Multiple Access (CDMA), 302–303
- Community participation, integration/allowance, 223
- Competency document, 390
- Competitive intelligence, 65
- Competitor links, prospecting, 155
- Conference speakers, recruitment, 397
- Consumer Data Protection Act, 369
- Consumer needs, 35
- Consumer‐packaged goods (CPG), 4–8
- Consumer Rights Protection Law (CRPL), 369
- Contacts, pre‐screening, 214
- Content, 150, 155, 158
- Content delivery network (CDN), 321
- Contentful paint, 160
- Content management systems (CMS), 145
- Content marketing, 1, 93, 167, 224–225
- benefits, 168–169
- channel management/promotion, 200–211
- context, 167–179
- defining, 168
- digital analytics, application, 213–214
- matrix, 184–193, 185f
- measurement/control, 212–218
- metrics, change, 216–218
- planning, 179, 180–182
- post‐pandemic appearance, 181
- problem, solution, 210–211
- SEO/social media, contrast/relationship, 169–174
- social media marketing, overlap, 224
- strategy, 179
- Venn diagram, 170f
- Content Marketing (Lieb), 201
- Contextual targeting, 118–119
- Conversation
- Conversion, 69–71, 78–80, 91
- Conversion optimization, 1
- Core Web Vitals, 160
- Cost per acquisition (CPA), 91, 122, 125
- Cost‐per‐click (CPC), 91, 269
- Cost per conversion goal, 97
- Cost per mille (CPM), 64, 74, 327
- Cost per Thousand (CPM), 269
- COVID‐19, effects, 232, 282
- Crappy dashboard, usage, 270–271
- Crate & Barrel, customer journey (understanding/measurement), 24
- Crawlers, 132–133
- Credibility (building), links (usage), 150–156
- Credibility/trust, building, 45
- Cross‐platform content strategies, 247–255
- Cumulative layout shift, 160
- Customer lifetime value (CLV), 81–82
- Customer relationship management (CRM), 53, 70, 82, 118, 313, 347, 353
- Customers
- D
- Data
- Data‐driven attribution, 98
- Data layers, visualization (combination), 339
- Davies, Pete, 246
- Day parting, 116, 124
- Deep links, 312
- De Graff, Justin, 34–35
- Demographic information, knowledge, 229
- Demographics, impact (absence), 259–262
- Demographic targeting, 117
- Description, usage, 144
- Desirability, 278, 279
- Digital 2021: The United Kingdom, 19
- “Digital 2022 Global Overview Report, The,” 256
- Digital advertising, 83, 95, 229–230, 349
- practice areas, expansion, 392f
- Digital Analytics, 28, 374
- Digital dashboards, usage, 217–218
- Digital marketing
- Digital Marketing and Analytics (Kaushik), 21
- Digital marketing strategy, 1–4
- Digital public relations (PR) (online PR), 40, 41f, 43, 156
- Digital transformation, process, 22
- Direct Line Group, “We're On It” campaign, 195, 197f
- Directories/associations (links), 155
- Disinformation, 226
- Display paths, 113
- Display relevance, maintenance, 119
- Distance report, 126f
- Distribution element, execution (requirement), 40
- Distribution strategy, change, 197–200
- Divisional organization structures, 179
- Domain‐based Message Authentication (DMARK), 363
- DomainKeys Identified Mail (DKIM), 363
- Domain reputation, 362–363
- Donaldson, Jimmy, 199
- DoubleClick, 324
- Do You Love Me? (YouTube video), 211, 211f
- Dynamic creative optimization (DCO), 325
- E
- Earned media, usage, 40
- Economic value, 266–268
- Editorial calendar, adjustment, 201–203
- Educate Me (consumer need), 35
- El Daheeh program, 248–249, 249f
- Email clients, format, 362
- Email content, creation, 361–364
- Email deliverability, 358–361
- Email double opt‐in, 369
- Email frequency/timing/limits, 360
- Email harvesting, 365
- Email history/spam, impact, 364–366
- Email list
- Email marketing, 343, 348–350
- Email metrics/reporting, 346–351
- Email opens/clicks/forward, 346–347
- Email opt‐in, opt‐out, 367
- Email personalization, 353
- Email regulations, compliance, 364–369
- Email service provider (ESP), 350, 364, 369
- Email subject line, correlation, 367
- Embedded JavaScript, 59
- Emergency plumbing ads, 104f
- Emotionally engaging holiday ads, revelation, 187–193
- Emotions (elicitation), M&S character/storyline (usage), 16–17
- Empathy at scale, 24
- Employees, incentivization, 396
- Enchantment, meaning, 30
- Enchantment: The Art of Changing Hearts, Minds, and Actions (Kawasaki), 29, 185
- Endless Coffee Cup podcast (Bailey), 219, 220f, 230
- Engaged‐View Conversions (EVCs), 265–266, 272
- Engagement, 75–77
- Enterprise companies, PPC, 94
- Entertainment preferences, 326f
- Ethical SEO (white hat SEO), 178
- European Union, regulations, 368–369
- Everybody Lies (Stephens‐Davidowitz), 65, 135
- Explicit data, 353
- Explicit keywords, 106
- External JavaScript, 59
- F
- Facebook, examination, 241
- Facebook, Inc. v. Guerbuez, 366
- Faggard, David, 253
- Fake engagement metrics, 228
- Fake Follower & Audience Credibility Checker, usage, 199
- Fast‐moving consumer goods (FMCG), 4–8
- Features, 111–112
- Feedback, 90–91, 277–278
- Felix Baumgartner's supersonic freefall (Red Bull Stratos), 205–206, 205f
- File names, 148
- Find My Audience tool, 35–36, 260
- First input delay, 160
- Fishkin, Rand, 26
- Flatarchy, 178
- Fou, Augustin, 259
- Fournier, Lucie, 366
- Friedlein, Ashley, 20
- Frito‐Lay, holiday ad, 188, 189f
- Functional organization structures, 179
- G
- General Data Protection Regulation (GDPR), 306
- Generations, comparison, 326f
- Geo‐fence marketing, 316–317
- Geographic targeting, 116
- Geolocation marketing analytics, 337
- Geo‐target information, 336–337
- Gillard, Carol, 187
- Gillette, “We Believe: The Best Men Can Be” ad, 32–33, 32f
- Global System for Mobiles (GSM), 302–303
- Global Video Measurement Alliance (GVMA), 264–265
- Goals
- Golden Ruler Award (Southwest Airlines/SEO‐PR), 41
- Google
- account, access/login, 61
- advanced machine learning models, application, 44
- Campaign URL Builder tool, 200, 236
- Engaged‐View Conversions (EVCs), 265–266, 272
- Grow My Store tool, 208–209
- privacy initiative, 335–336
- quality guidelines, 42
- search engine results page (SERP), 131f, 143f
- shopping ads, example, 92f
- Google Ads
- Google AdSense, 323–325
- Google AdWords, pay‐per‐click (PPC), 323
- Google Analytics, 60, 63, 69–70, 236, 319, 337–338
- Google Analytics 4 (GA4), 44–45, 62, 67f, 72f, 265, 267
- Google BERT (2019), 163
- Google Brand Life solution measures, 45
- Google Business profiles, 317
- Google Cloud, BigQuery data warehousing/analysis tool (usage), 24
- Google Director Mix, usage, 37
- Google Display Network, 92–93
- Google Forms, usage, 29
- Google Fred (2017), 163
- Google Hummingbird (2013), 162
- Google Market Insights team, 38
- Google MUM (2021), 163
- Google News, launch, 40–41
- Google Panda (2011), 162, 178, 179, 207
- Google Penguin (2012), 162, 207
- Google Pidgeon (2014), 163
- Google RankBrain (2015), 163
- Google Search, 108, 261, 337
- Google Surveys, usage, 27–28
- Google Trends, 141, 142f
- Google Universal Analytics (Acquisition Channels), 71f
- Google Universal Search, 172
- Google, Year in Search ad, 191, 192f
- Gordon, Aaron, 188
- Government rules/regulations, 366–369
- Gross rating points (GRPs), 6–7, 269–270
- Growth Survey Systems, 214
- Guest blogging, 154
- “Guide to Social Media Algorithms & How They Work, A” (Jarboe), 239
- H
- Halo bias, 394
- Harlequin Romance Report, survey findings, 42
- Haters, presence, 253
- Heath, Alex, 232
- Help content, 202
- Help Me (consumer need), 35
- Henry, Casey, 26
- Hensler, Vanessa, 183
- Hero content, 202
- Hiring manager
- Homepage algorithm, 240–241
- Honeypot addresses, traps, 358
- Hreflang attribute, 160–161
- HTML 5, usage, 325
- HTML complexity, avoidance, 362
- HTML markup/page/links, 58, 134, 146, 147f, 150, 274, 321
- HTTP protocol, 59–60, 320
- Hub content, 202
- Human judgement, links replication, 151
- Human resource (HR) professionals, targeting, 28
- Hygiene content, 203
- I
- ID for Advertisers (IDFA), 335
- Impact Digital Creator Program (New Media Academy), 29, 248
- Implicit data, 353
- Impressions, 73–75, 91, 94, 125, 263
- Impress Me (consumer need), 35
- Inactive subscribers, reduction, 357
- In‐app ads, 329–330
- Incentives, 313
- Incremental revenue, generation, 235
- Influencer
- Informational search, 105
- Information architecture, 278
- Information, dashboard (creation), 53
- Inline HTML tag, 58
- In‐market audiences, 36, 118
- Inspiration, Entertainment, Enlightenment, Education (IEEE), 30
- Instagram, examination, 242–243
- Instant feedback, 277–278
- In‐store PPC options, 333
- Integrated marketing communications element, marketing competencies/capabilities requirement, 43
- Intent, 67
- Interest, decision‐making step, 95
- Interlinking pages, 150
- Internet
- Internet of things (IoT), 300
- Interview, 385–387
- L
- Laban, Nate, 214
- Ladder of Success, 22f
- Ladders of awesomeness, 21–22
- Landing Page Optimization (Ash), 285
- Landing pages, 72, 113, 165
- Language attribute, 160–161
- Last‐click attribution model, 98
- Last touch attribution, usage, 99
- Leading tasks, 278
- Learning, decision‐making step, 95
- Legacy advertisements, usage, 258
- Let's Go‐‐The Emirates (YouTube video), 216–217, 216f
- Levy, Tara Walpert, 46
- Lewis, Elmo, 38
- Lieb, Rebecca, 201
- Lifetime customer value (LCV), 81–82
- Linear attribution model, 98
- Linkbait, 41
- LinkedIn, examination, 246–247
- Links, 134, 134f, 150–156, 290
- Localized results, 164
- Location‐based services, 314–317
- Location, extensions/targeting, 115f, 116
- Loyalty programs, 313
- M
- Macy's, holiday ad, 190, 190f
- Manual bidding, 100
- Manual bids, 100
- Map pack, 317
- Marketers, stakeholder reliance, 277
- Market, group breakdown, 33–36
- Marketing, 44–47
- Market Qualified Lead (MQL), 81
- Marks & Spencer (M&S), character/storyline/ads, 12, 16–17, 16f
- Markup, usage, 146
- Matched to phrase, usage, 109
- Matomo Analytics (Acquisition: All Channels Report), 67f
- Matrix organization structures, 179
- Maximum clicks/conversions, 101
- Maximum conversion value, 101
- Maximum cost per click (max CPC), 89, 91
- Maximum revenue (max revenue), 101
- “Media KPIs That Matter” (ANA), 269
- Medium‐sized companies, pay‐per‐click (PPC), 94
- Message, active reach, 43
- Messaging strategy, 194–196, 195t, 196t
- Meta‐description, usage, 146
- Metrics, 44, 73, 262–265
- Microblogging, 238
- Microformats, 148–150
- Micro‐influencers, impact, 235
- Microsoft Ads, 91
- Micro‐targeted conversion campaigns, 331–332
- Mill, John Stuart, 2–3
- Mishler, Adriene, 249–250, 250f
- Mobile advertising, 321–334
- Mobile banner sizes, 324f
- Mobile channels, 319
- Mobile connectivity, 302–304
- Mobile developers, design path, 277
- Mobile devices, 301
- Mobile‐first indexing, 319
- Mobile marketing, 1, 299, 348–349
- Mobile measurement platforms (MPPs), 338–339
- Mobile operating systems, 301–302
- Mobile products/services, 311–312
- Mobile search, 319–321
- Mobile technology
- Mobile users, reaching, 306–317
- Mobile website
- analytics, 337
- Mobile websites
- marketing, 310–311
- Modern Marketing Model (M3), usage, 20, 21
- Moeggenberg, Katy, 31
- Momentum, 278, 279
- Mondelez International, 7, 24
- Mosseri, Adam, 172, 242
- Mukherjee, Ann, 193
- Multi‐ad group testing, 123
- Multi‐channel effectiveness, 63
- Multimedia Messaging Services (MMS), 304–305
- Multi‐modal mobile interactions, benefits, 318
- Multitask Unified Model (MUM), 163
- Musk, Elon, 243, 256
- N
- Nadella, Satya, 201
- Naji, Cassandra, 174
- Name/address/phone, verification, 154–155
- Navigational search, 105
- NeedScope (Kantar), 35
- Needs, description, 135
- Negative keywords, usage, 110
- Nelson‐Field, Karen, 186–187
- New Google Analytics (Srinivasan), 44
- News hook, 41
- News Rules of Marketing, The (blog), 34
- Nike, Dream Crazy ad, 193, 193f
- Nostalgia marketing, 11–19
- Nurture, 80–81
- NVDA, usage, 292
- O
- Occam's Razor (blog), 257, 266
- Ogilvy, David, 6
- Ogilvy on Advertising (Ogilvy), 6
- Online communities, resources (usage), 204–206
- Online Marketing Certified Associate (OMCA), 1, 31, 49, 268, 354
- Online Marketing Certified Professional (OMCP), 1–2, 4, 20, 43, 343
- Professional Development Unit, 393
- Online presence/profiles/posts, cleaning, 381–382
- On‐page optimization, 141, 146–150
- On‐site app ads, 330–331
- OREO, holiday ad, 190–191, 191f
- Organic reach, decline, 256–257
- Organic social media marketing, impressions, 75
- Organic video content, examination, 259
- Organizational structure, 177–179, 230–233
- Organizations
- P
- Page
- Page, Larry, 133
- PageRank (Google), 133
- Pages per session, 68
- Panic stations, 207
- Part numbers, 106
- Paths, 113
- Pay‐per‐click (PPC), 83, 84, 116–119, 323
- People skills, 383–384
- People with disabilities, design, 286
- Performance measurements, 73
- Permalinks, 157
- Personal Data Protection (PDP), 369
- Personalization, 353–355
- Persuasion, ability (importance), 381–382
- Photo sharing, 238
- Pinning, 114
- Pinterest, examination, 245–246, 252
- Pitch, 156
- Piwik Pro, 68f, 69f
- Platform
- Podcasters, prospecting, 155
- Poison addresses, cleaning, 357–358
- Poole, Bethany, 23
- Position‐based attribution model, 98
- Powell, Guy R., 25
- Predefined reports, usage, 124–126
- Predictive Audiences, usage, 268
- Preview text function, 362f
- Price‐per‐click, 1
- Primary competencies, 391–393
- Primary URL, 158
- Privacy sandbox, 335–336
- Problem keywords, 106
- Problems/solutions, keyword research, 136
- Procter & Gamble (P&G), 31–33, 32f, 33f
- Product‐led content strategy, 209
- Product‐led video content, benefits, 211
- Products
- Products/services
- Profitability, increase, 51
- Programmatic advertising, 92–93
- Protheroe, Jonny, 38, 39
- Push messaging, 337
- Puzzanghera, Jim, 232
- R
- Ranking reports, unreliability, 141
- Rankings, measurement (problem), 164–165
- Rathod, Carrie, 31
- Raymond, Kelsey, 201
- Reach, 198
- Reader behavior, 346
- Real Life Trick Shots 3 (Dude Perfect), 210f, 211
- Reassure Me (consumer need), 35
- Red Bull, demographics, 206
- Redirects, usage, 158–159
- Referrals, 66
- Relevance, 111, 126, 151, 183–184, 198
- Relevancy, 88, 103, 174–175
- Remarketing, 92–93, 322
- Rennie, Alistair, 38, 39
- Reporting, 124, 271–272, 350
- Reputational crisis, 255
- Reputation management, 225–226, 253, 255
- Resonance, 198
- Responses, need, 214
- Responsive design, 310
- tenets, 310–311
- Responsive search ads (RSAs), 113, 114f
- Results, Resilience, and the Route to Ready for Three Brands (Poole), 23
- Résumé, words/phrases (selection), 378
- Return on advertisement (ROA), 122, 125
- Return on advertisement spend (ROAS), 91, 97, 125, 269–270
- Return on investment (ROI), 25, 126, 269–270, 278
- Return on Marketing Investment (Powell), 25
- Return on marketing investment (ROMI), 25–26, 44, 234–235
- Revenue, 166, 345–346
- increases, 53
- Rhetoric (Aristotle), 210
- Ritson, Mark, 4
- Robots.txt, 159–160, 159f
- Role competency document, usage, 390–391
- Russia, disinformation campaign, 226
- S
- Sales, 345–346
- Sales Qualified Lead (SQL), 81
- Scarecrow links, 290
- Schema, 148–150
- Schwartz, Barry, 207
- Scott, David Meerman, 33, 253
- Screen readers, writing, 292–293
- Search engine, 102
- Search engine advertising (SEA), 84
- Search engine marketing (SEM), 84
- Search engine optimization (SEO), 28, 35, 93, 129, 167, 319
- Search engine results page (SERP), 130, 131f, 143f, 144–146
- Search engines, usage, 61
- Searches, types, 105–106
- Search history, 165
- Seed list, 137–139
- “See, Think, Do, Care” framework, 39
- “See, Think, Do, Care” model, 39f
- Segmentation, 71–73, 355–356
- Sender Policy Framework (SPF), 363
- SEO‐PR, 41–42
- SERanking, 140f
- Server redirect, 158
- Server reputation, 362–363
- Shipley, Chris, 220, 223
- Shopping
- Short Messaging Service (SMS), 120, 304–305, 313, 315, 337
- Single ad group testing, 123
- Single Page Apps (SPAs), 320
- Sitelinks, 115, 115f
- Sitemaps, 160
- Skills, maintenance, 387
- Small companies, pay‐per‐click (PPC), 93
- Small to medium business (SMB) space, 49
- Smart app banners, 330
- Snippet, creation, 142, 144
- Social commerce, usage, 251–252
- Social media, 220–230
- Social media marketing, 170, 219, 222–223, 348
- Social networks, 237, 328f
- Soft skills, 380–385
- live interview time, usage, 396
- Southern, Matt G., 241
- Spam, 358–359, 365
- Spammers, function, 365
- SparkToro, digital marketing (usage), 26–27, 27f, 42–43
- Speed (load time), 160
- Spiderable/spiderability, terms (usage), 134
- Spiders, 132–133, 157
- Spoofing, 365
- SQL programming, 374
- Srinivasan, Vidhya, 44–45
- Stahl, Stephanie, 181
- Stakeholders, 214, 277
- Stelzner, Michael, 239
- Stephens‐Davidowitz, Seth, 65, 135
- Storytelling, usage, 257–258
- Strategy
- Structure, SEO element, 134, 134f
- Stuart, Spencer, 20
- Subscribers, attracting/repelling, 352
- Success, alignment/capability, 25–26
- Sullivan, Danny, 171–172
- Surprise Me (consumer need), 35
- T
- Tactical marketing activities, 54–57
- Tactics, strategy (absence), 20
- Talent
- Talk Back (Android), usage, 292
- Target audience, multiple platform engagement, 249–251
- Target cost per acquisition (target CPA), 101
- Targeting, 91–93
- Target ROAs, 101
- Targets, defining, 87–88
- Taxonomies, 279
- Team performance candidate qualification, 389
- Technical options, limitation, 332–333
- Technical SEO, 156–161
- Telephone Consumer Protection Act (TCPA), 306
- Theme testing, 123
- Thin content, example, 162
- Thrill Me (consumer need), 35
- TikTok, 244–245, 262
- Time decay attribution model, 98
- Time‐on‐site calculation, 61
- Tim Horton's Roll Up the Rim campaign, 207–208
- Title attribute, 148
- Toscano, Jill, 47
- Townsend, William, 38
- Tracking mistakes, avoidance, 99–100
- Transactional search, 105–106
- Trends, keyword research, 137
- Trolls, presence, 253
- Trust, value, 296
- Twitter, examination, 243–244
- U
- Uniform Research Locator (URL), 144, 154–155, 157, 320
- Updates, handling, 163–164
- Up Next algorithm, 240
- Urchin Tracking Module (UTM) codes, usage, 63–64
- Urchin Tracking Module (UTM) links, setup, 67
- Usability designers, conversion design, 277
- US Air Force, web posting response assessment, 253, 254f
- U.S. Canned SPAM Act, 305
- User experience (UX)
- Users
- V
- Value, 166
- Vanity metrics, avoidance, 262–265
- Video
- Viewability, metric value, 264
- Viewable ad impression, Media Rating Council (MRC) definition, 263–264
- Viral marketing, 186–187
- Viral Marketing (Nelson‐Field), 186
- Vocal minority, males (majority), 227
- VoiceOver (Apple), usage, 292
- Voice search, 138
- W
- Walk‐in traffic, increase, 132
- Walmart, YouTube ad, 47f
- Wear a Mask to Stay Protected During COVID‐19 (YouTube video), 204
- Websites, 331–334
- Wegmans, holiday commercial, 187, 188f
- Weinstein, Debbie, 19
- White‐hat practice, 41
- WiFi geo‐targeted marketing, 314–315
- Willow Harrington sidebar, 283–285
- Wire EDM, Zero Tolerance Machining ad, 191, 192f
- Wojcicki, Susan, 7
- Words, keyword research, 136
- Wordtracker (keyword research tool), 139, 139f
- Work
- Would YOU Rather Have a Lamborghini or This House (YouTube video), 199, 199f
- Writing, ability (importance), 381–382
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