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It outlines paid social media roles across awareness and consideration, notes measurement challenges for sales impact, and provides SEO guidance covering search intent objectives with example queries. 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Owned channels are controlled by the business (e.g., email, SMS, website, organic social). Earned channels are gained through third parties via PR, sponsorships, news coverage, and word of mouth.","Answer",{"name":112,"@type":107,"acceptedAnswer":113},"How is paid social media typically evaluated in marketing?",{"text":114,"@type":110},"Paid social media supports awareness and consideration, but its direct influence on sales conversions is harder to measure.",{"name":116,"@type":107,"acceptedAnswer":117},"What are the differences between exact, phrase, and broad match keywords?",{"text":118,"@type":110},"Exact match ads show when a user types the exact keyword only. Phrase match targets the keyword phrase as typed with limited variation. Broad match shows for keyword variations or close matches regardless of word order, but requires ongoing monitoring and a negative keyword list.","https://schema.org",{"og:url":78,"og:type":121,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":123,"canonical":78},"index,follow",{"doc_id":125,"site_id":56},195258,1788446769,{"code":4,"msg":5,"data":128},{"doc_id":125,"user_id":129,"nickname":88,"user_avatar":130,"doc_module":9,"category_id":25,"category_name":26,"doc_title":59,"doc_description":61,"doc_content":131,"file_id":132,"file_url":133,"file_type":134,"file_size":135,"view_count":101,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":40,"language":136,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":61,"update_tm":126,"read_time":140},962085570644,"https://ap-avatar.wpscdn.com/davatar_994ba38a5ba835b3df7d355c54d3ed8d","| PAID |\n| --- |\n| Paid channels are owned by a third party and require you to payto have your marketing published. Examples include paid social media, paid search, digital display, newspapers, digital display advertising. |\n\n\n| OWNED |\n| --- |\n| Owned channels are company owned where the business can control the messaging. These channels are more cost effective to send messages to customers. For examples email, SMS, website, organic social media. |\n\n\n| EARNED |\n| --- |\n| Earned channels are typically owned by a third party but can be ‘earned’ more cost effectively through relationship building, PR, sponsorships etc. Examples of earned media are news articles, stalls at community events, word of mouth referrals etc. |\n\n| PAID SOCIAL MEDIA |  | POSITIVES: |\n| --- | --- | --- |\n| Example: | | Can reach lots of people cost effectively and targeted. |\n| Role in Marketing: |  | NEGATIVES: |\n| Awareness/Consideration |  | Hard to measure its direct influence on sales/ |\n| Purchase Metric:\u003Cbr>Various |  | conversions. |\n\n| DID YOU KNOW? |  |  |  |  |\n| --- | --- | --- | --- | --- |\n| SEO is everywhere across multiple platforms, not just Google Search.\u003Cbr>You can influence SEO on: |  |  |  |  |\n| | |  | | |\n| |  | |  |  |\n\n| Objective | Question/Keywords |\n| --- | --- |\n| Informational | “How to sell my home in QLD” |\n| Commercial | “Best Real Estate Agent Brisbane” |\n| Transactional | “Homes for Sale Brisbane” |\n| Navigational | “REIQ office” |\n| Local | “Real Estate Near Me” |\n\n\n| TIP ~~ ~~\u003Cbr>\u003Cbr>|  |\n| --- | --- |\n| Tools that can assist you with managing these SEO factors include: |  |\n| | |\n\n\n| Example: SEARCH DESCRIPTION\u003Cbr>URL\u003Cbr>Title Tag\u003Cbr>|  |\n| --- | --- |\n| Example: CONTENT ARTICLE\u003Cbr>| Heading (H1)\u003Cbr>Heading (H2)\u003Cbr>Internal Link\u003Cbr>External Link |\n\n| TIP ~~ ~~ |\n| --- |\n| 50% of local business have inaccurate contact information across those sites. Make sure your name, Address, Phone Number and website are consistent across public directories. |\n\n| TIP ~~ ~~ |\n| --- |\n| Bright Local is a helpful website that can assist you to build citations. You can create a free Citation Builder account at\u003Cbr>[brightlocal.com/citation-builder](brightlocal.com/citation-builder) |\n\n| TIP  | |\n| --- | --- |\n| When picking keywords be sure to put yourself in your customers shoes. Think about what customers search for not what you want to be known for. |  |\n\n| TIP  | |\n| --- | --- |\n| Select keywords that have high intent\u003Cbr>to convert and drive the\u003Cbr>best quality leads foryour business. |  |\n\n| COMPETITOR | POSITIVES: |\n| --- | --- |\n| Competitor keywords are keywords your competitors are currently targeting to improve rankings and generate more online traffic. | Higher volume.\u003Cbr>NEGATIVES:\u003Cbr>Lowest chance of leading to a sale. |\n| Examples: Century 21 Noosa, Belle Property Noosa, LJ Hooker Noosa, Harcourts Noosa, Place Sunshine Coast | Higher cost. |\n| GENERIC | POSITIVES: |\n| Generic keywords are terms that broadly describe your products or services. | High volume.\u003Cbr>Average chance of leading to a sale. |\n| Examples: Properties for sale, properties for rent, Real Estate Agent | NEGATIVES:\u003Cbr>High cost.\u003Cbr>High competition. |\n\n\n| EXACT MATCH |\n| --- |\n| Ad will show for a user who types your EXACT keyword and nothing else. For example, if your keyword is ‘Real Estate Agent’your ad will show for Real Estate Agents or Reel Estate Agent. |\n\n\n| PHRASE MATCH |\n| --- |\n| Ad will show for a user who types your EXACT keyword and nothing else. For example, if your keyword is ‘Real Estate Agent’your ad will show for Real Estate Agents or Reel Estate Agent. |\n\n\n| BROAD MATCH |\n| --- |\n| Ad will show for variations or close matches to your keyword, no matter the order. For example, if your keyword is ‘Real Estate Agent’your ad will show for Agent to Sell House, Real Estate Agent Manly, Buyers Agent. |\n\n| TIP ~~ ~~ |\n| --- |\n| Only use broad match keywords if you can constantly monitor search queries and build your negative keyword list. |","cbCaikKcGCMG3c8A","https://ap.wps.com/l/cbCaikKcGCMG3c8A","pdf",1648563,"English","# Paid, Owned, Earned Media\n## Paid Social Media - Positives and Negatives\n## Owned and Earned Channels\n# SEO Fundamentals and Keyword Strategy\n## SEO Objective by Query Intent\n## Keyword Match Types\n## Local Business Citations Tips","[{\"question\":\"What are paid, owned, and earned channels in digital marketing?\",\"answer\":\"Paid channels require payment to publish messages through third parties. Owned channels are controlled by the business (e.g., email, SMS, website, organic social). Earned channels are gained through third parties via PR, sponsorships, news coverage, and word of mouth.\"},{\"question\":\"How is paid social media typically evaluated in marketing?\",\"answer\":\"Paid social media supports awareness and consideration, but its direct influence on sales conversions is harder to measure.\"},{\"question\":\"What are the differences between exact, phrase, and broad match keywords?\",\"answer\":\"Exact match ads show when a user types the exact keyword only. Phrase match targets the keyword phrase as typed with limited variation. Broad match shows for keyword variations or close matches regardless of word order, but requires ongoing monitoring and a negative keyword list.\"}]","Digital Marketing Toolkit - Paid, Owned, Earned Media and SEO Keyword Match Types | PDF",6]