9 Flashcards
What is the importance of Search Engine Marketing?
It allows businesses to quickly make products known on a large scale or to segmented audiences
SEM helps compete effectively with larger competitors and achieve high ROI in a short time.
What is the Google Ad Ranking based on?
Max CPC Bid and Quality Score
Max CPC stands for ‘Cost-Per-Click’ and is the maximum amount a marketer is willing to pay for a click.
What are the two different advertising networks of Google Ads?
Google Search Network and Google Display Network
Each network serves different advertising purposes and reaches users in various contexts.
What is Search Engine Marketing (SEM)?
Paid ad campaigns that show ads to users based on their search keywords
SEM is also known as Paid Search or Pay-Per-Click (PPC) Advertising.
What is the role of Quality Score in Google Ads?
Determines the cost and position of your ad in search results
Quality Score is rated on a scale of 1-10 based on various factors.
What factors contribute to an advertisement’s Quality Score?
- Ad Copy
- Click-through Rate
- Landing Pages
- Account Performance
These factors are evaluated to determine how relevant and effective an ad is.
What is the definition of Click-through Rate (CTR)?
The percentage of actual clicks over total impressions
A higher CTR indicates relevance of the ads to user search queries.
How does the timing impact Search Engine Marketing?
Allows marketers to reach users at the right time
For example, matching a locksmith’s ad with a person searching for lock repair at night increases conversion potential.
What does paid digital advertising allow companies to do?
Pay a publisher each time someone clicks or views their ads
This method can buy attention rather than relying on organic reach.
Fill in the blank: __________ allows marketers to manage their budget in SEM.
Control
Marketers can control spending, ad display frequency, and timing.
True or False: SEM is a long-term approach to advertising.
False
SEM allows for quick visibility and immediate results.
What is the main goal of using retargeting in online ads?
To increase awareness and drive traffic to the website
Retargeting helps re-engage users who have previously interacted with the brand.
What is a common feature of paid search ads?
They often appear at the top of search results identified by a green ‘Ad’ icon
This visibility can significantly increase click-through rates.
What is the process for bidding on Google Ads similar to?
An auction
Advertisers bid on the maximum amount they are willing to pay per click.
How can improving ad copy affect Click-through Rates?
It can lead to significant improvements in CTR
Well-crafted ad copy that includes relevant keywords can attract more clicks.
What is a landing page in the context of online ads?
A standalone webpage dedicated to specific products or services
Landing pages should be relevant and focused to enhance user experience.
What are landing pages?
Standalone webpages dedicated to specific products or services.
They focus on what you want your customers to concentrate on.
What factors can lead to a higher quality score for landing pages?
Relevance and fast-loading speed.
Higher quality scores are awarded when landing pages are both relevant to the ad and load quickly.
What is the purpose of retargeting in online advertising?
To keep your brand in front of bounced traffic after they leave your website.
It targets the 98% of users who do not convert on their first visit.
How does Google view an advertiser with consistent account performance?
As a strong advertiser that provides relevant results to consumers.
This can lead to rewards in the form of better ad placements.
What are the two different advertising networks in Google Ads?
Search Network and Google Display Network (GDN).
Each network serves different advertising purposes.
What is the primary goal of the Google Display Network (GDN)?
To raise brand awareness.
It integrates paid ads into selected websites.
What type of ads does the Google Display Network allow?
Visual and rich media ads.
This is in contrast to plain text ads.
What percentage of information processed by the brain is visual?
90 percent.
This highlights the importance of visual content in advertising.
What is retargeting also known as?
Remarketing.
It is a form of online advertising that aims to re-engage users who have previously interacted with a brand.
What is the estimated conversion rate for most websites on the first visit?
2 percent.
Retargeting targets the remaining 98 percent who do not convert immediately.
How does retargeting work?
Using cookie-based technology to follow previous site visitors.
This keeps the brand in front of users who have bounced from the site.
What does the Google Display Network reach?
Over 90% of Internet users worldwide.
It consists of more than 2 million websites, videos, and apps.
List the 5 types of retargeting for GDN.
- For people who have visited your site
- For people who have opened your email
- For people in your distribution list
- For people who have watched your YouTube videos
- For people who have searched for a term
Each type targets different user interactions.
What is the first type of retargeting for GDN?
Retargeting Display Ads for people who have visited your site.
This includes showing ads to users who have already engaged with your site.
What is the second type of retargeting for GDN?
Retargeting Display Ads for people who have opened your email.
This targets users already interested in your offerings.
What is the third type of retargeting for GDN?
Retargeting Display Ads for people in your distribution list.
It targets specific segments based on previously collected email addresses.
What is the fourth type of retargeting for GDN?
Retargeting Display Ads for people who have watched your YouTube videos.
This targets users who have interacted with your video content.
What is the fifth type of retargeting for GDN?
Retargeting Display Ads for people who have searched for a term.
This is also known as Search Retargeting.
What is the benefit of Search Retargeting?
It allows targeting users who have searched for terms similar to your offerings but haven’t visited your site yet.
This helps to broaden reach and engage potential customers.
What are some factors impacting quality score?
- Ad Rank
- CPC Bid
- Relevance
- Timing
- Self-Qualifying Users
- Cost-Effectiveness
- Control
These factors influence how ads are ranked and their performance.
What is the importance of SEM?
It helps in achieving better visibility and ranking in search engines.
Effective SEM strategies enhance online presence.
