ch.11 Flashcards
search advertisments?
also called PPC, advertising your products directly at search engine result pages
search advertisements is a keyword base
triggered by search term the user enters in search engine
targets the keywords they want to appear
who’s the search adv. leader?
google adwords
best known
comprehensive analytical tool
offers training programs and certificates
has the best geographical targeting
Search ad structure
- Heading
- Two lines of advert copy.
- Sometimes shown on one line.
- www.DisplayURL.com
- Ad extension
how to Write great ad copy
- Understand the searcher’s intent and
keywords used to find your brand - Use compelling and well-crafted CTAs
- Use offers and benefits
What is the long tail?
- Longer, more detailed search
queries - Show very clear intent
- Low volume but highly
qualified
Keyword strategy
High volume of traffic (but less qualified)
= Broad, general keywords
Highly-qualified leads (but lower volume)
= Long-tail keywords
What is a display URL?
- The display URL must be the same
domain as the destination URL. - Google will show only one advert per
domain.
types of Ad extensions?
1-Location extensions: google maps
2-Call extensions: numbers to call
3-Social extensions: followers on social media
4-Seller ratings: number of stars
5-Sitelinks: other links
6-Offer extensions: offers for intended search
7-Image extensions: images for products
Landing pages?
The page that the user reaches by clicking on an advert.
Landing pages can make or break an
advertising campaign that convert.
* Make sure that users land on a page
relevant to their search
* Use a very visible Call to Action
How do I target my ads?
- Keyword match types
- Language and location targeting
- Behavioral and demographic
targeting
Keyword match types
- Broad match
- Broad match modifier
- Phrase match
- Exact match
- Negative match
Language and location targeting
- Geo-targeting
- User’s location and region (down to
postal code) - User’s set language
Behavioral and demographic targeting
- Target users who were previously
on your site - User browsing behavior
- User demographics
being ranked higher on search results depends on two aspects
1- bidding and ranking
2- AdWords quality store
bidding and ranking?
Search ads are charged on a per-click basis. The cost is determined by
a variety of factors, and is based on a bidding system.
* Run as an auction model
* Advertisers place bids to appear based on
certain criteria
* The advertising platform determines when
adverts are eligible to appear
* The advertiser pays the advertising
platform when their advert is clicked on
AdWords Quality Score is determined by:
- The relevance of the keyword to the
search term. - The relevance of the advert copy to the
search term. - The relevance of the landing page to the
search term. - The historic CTR of that advert.
Tracking?
Conversion tracking enables campaign reporting all the way
through conversion.
Types of tracking:
1-Tracking pixels
2-Tracking tags
3-Third-party tracking
4-Pay-per-click tracking
5-Google Analytics
Planning and setting up a campaign
- Do your homework
- Define your goals
- Budget, cost per action (CPA) and
targets - Keyword research
- Write the adverts
- Place your bids
- Tracking
- Measure, analyze, test, optimise!
Why search ads are a great part of a
digital marketing strategy?
1-No to low cost barrier
2-Tracking every cent
3-Targeted advert placement
4-You’re giving your customers what they
want
5-Click fraud
6-Bidding wars and climbing CPCs
7-Keeping an eye on things
