Chap 6 Flashcards
pay per click
search engines charge advertisers each time their ad is clicked. Advertisers dont have to pay for their ad to show up in the sponsored section of search results
Advettisers select when to show their ad based on:
- the search phrase enteed by the searcher
- other characteristics of the search (location, device, time of day)
exact match
search phrase will match an exact match keyword if the search is a close variant of the keyword
advantage of using exact match
advertiser will waste little to no money advertising to searchers not interested in the products
disadvantae of exact match
advertiser is likely to miss out on valuable advertising placement when searchers search for the advertisers product using an unanticipated variation
broad match
listing keyword without an modifying chatacter. Show the ad to any search that broadly matched the keyword
advantage of broad match
increasted breadth
disadvantage of broad match
ads are likely to show up for searches in which the searcher had no intention of purchasing the products
phrase match
shows ads on searches that include the keyword, close variants, or other terms with a similar meaning
negative keywords
ensures that no matter what search query is entered, the ad wont be displayed if includes the word
four inital things to consider for each keyword
searcher intent
average monthly searches
level of competition
suggested big
high search volume keywords will usually…
drive more impressios and clicks in general
key words with high search volume and low competition are…
ideal for getting the most traffic for the least amount of money
Ads in search results have 5 key elements:
Final URL
Headlines
Display path
description
ad extensions
advantage of responsive search ads
automatically institute an A/B test to determine the optimum ad copy. On Going effort to find the ad combination that produces the highest click through rate
the disadvantage od responsive search ads
A/B tests require large amounts of data, so for lower volume advertisers, many weeks or months may pass before the data can identify which headlines and descriptions generate more interest from searchers
what to include in a search ad
- key word relevance
- unique value proposition
- call to action
unique value proposition
single thing that sets the site apart from competition
what determines ad rank
bid amount
quality score
what determines the quality score
expected CTR
Ad relevance
landing page experience
quality score
measurement of how relevant your afs, keywords, and landing page are to a person seeing your ads
CPA
cost per action bid for each keyword. Amount the advertiser is willing to pay for each conversion
advantages of automated bidding
- googles knowledge of keywords is applied to your compaign
- performance will continually improve as google learns what leads to higher conversions
3.prevents common errors that manual bidders often commit
disadvantages ot automated bidding
- advertisers learn less about the search market
- if the wrong bid strategy is selected, the campaign will improve in a disadvantage way
- improvements require large quanties of data
