ch.11

Question 1

search advertisments?

Answer 1

also called PPC, advertising your products directly at search engine result pages

Question 2

search advertisements is a keyword base

Answer 2

triggered by search term the user enters in search engine
targets the keywords they want to appear

Question 3

who’s the search adv. leader?

Answer 3

google adwords
best known
comprehensive analytical tool
offers training programs and certificates
has the best geographical targeting

Question 4

Search ad structure

Answer 4

• Heading
• Two lines of advert copy.
• Sometimes shown on one line.
• www.DisplayURL.com
• Ad extension

Question 5

how to Write great ad copy

Answer 5

• Understand the searcher’s intent and
  keywords used to find your brand
• Use compelling and well-crafted CTAs
• Use offers and benefits

Question 6

What is the long tail?

Answer 6

• Longer, more detailed search
  queries
• Show very clear intent
• Low volume but highly
  qualified

Question 7

Keyword strategy

Answer 7

High volume of traffic (but less qualified)
= Broad, general keywords

Highly-qualified leads (but lower volume)
= Long-tail keywords

Question 8

What is a display URL?

Answer 8

• The display URL must be the same
  domain as the destination URL.
• Google will show only one advert per
  domain.

Question 9

types of Ad extensions?

Answer 9

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

Question 10

Landing pages?

Answer 10

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

Question 11

How do I target my ads?

Answer 11

1. Keyword match types
2. Language and location targeting
3. Behavioral and demographic
   targeting

Question 12

Keyword match types

Answer 12

• Broad match
• Broad match modifier
• Phrase match
• Exact match
• Negative match

Question 13

Language and location targeting

Answer 13

• Geo-targeting
• User’s location and region (down to
  postal code)
• User’s set language

Question 14

Behavioral and demographic targeting

Answer 14

• Target users who were previously
  on your site
• User browsing behavior
• User demographics

Question 15

being ranked higher on search results depends on two aspects

Answer 15

1- bidding and ranking
2- AdWords quality store

Question 16

bidding and ranking?

Answer 16

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

Question 17

AdWords Quality Score is determined by:

Answer 17

• 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.

Question 18

Tracking?

Answer 18

Conversion tracking enables campaign reporting all the way
through conversion.

Question 19

Types of tracking:

Answer 19

1-Tracking pixels
2-Tracking tags
3-Third-party tracking
4-Pay-per-click tracking
5-Google Analytics

Question 20

Planning and setting up a campaign

Answer 20

1. Do your homework
2. Define your goals
3. Budget, cost per action (CPA) and
   targets
4. Keyword research
5. Write the adverts
6. Place your bids
7. Tracking
8. Measure, analyze, test, optimise!

Question 21

Why search ads are a great part of a
digital marketing strategy?

Answer 21

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