Chapter 7 Flashcards
What is Search Engine Marketing?
Promoting products through search engines.
What is Search Engine Optimization?
Process of optimizing a page on a website to ensure it ranks higher in the search engine results.
What is Paid Search/Pay-Per-Click?
Placing of ads that are shown only if someone types in a specific pre-purchased keyword. For each click, the advertiser pays some money to google.
What is Google Ads?
PPC advertising program from Google.
What is the AIDA Model?
A consumer starts off with attention (Awareness) for a particular product or offer, then they become interested (Interest), they want to buy it (Desire) and then they act (Action).
The benefits of SEO are:
- You don’t have to pay Google for these visitors.
- Increased likelihood of being found often means more traffic.
Disadvantages of SEO are:
- It takes a relatively long time before there are positive results.
- SEO is relatively labour-intensive and requires experts who understand the Search
- Engines and their changing algorithms.
- The % of ads in the search results is increasing, meaning there are fewer organic results on the results page.
Advantages of PPC are:
- It can generate real results rapidly.
- Targeting can be very precise.
- There are clear costs/benefits ie. generally easy to evaluate return on
- investment (ROI).
- There are many possibilities to test, measure and learn.
- There is a lot of freedom customising the ads.
- Learnings can inform SEO strategy.
Disadvantages of PPC are:
- Advertisers are charged per visitor (per clickthrough to your landing page) even if this doesn’t generate any sales.
- The price may increase as competition intensifies.
- Once the campaign has ended, traffic disappear
What is a Keyword?
Word or phrase people type into the search engine.
What are Metrics?
Indicators for measuring results.
What is a Clickthrough Rate?
Average number of times a PPC ad is clicked on as a percentage of the total number of impressions.
What are 4 essential metrics for PPC?
- CTR
- Conversions
- Conversion %
- Conversion value
What are Conversions?
Part of the visitors of an online communications channel, that display specific desirable behavior.
What is Conversion %?
Number of obtained conversions, divided by the number of clicks on the advertisement that was needed for this.
What is Conversion Value?
A representation of the order value of the purchase made by a google Ads user.
What is Keyword Relevance?
How easy you can find what you’re looking for based on the keywords.
What is Search Intent?
The reason behind trying to find something. Could be Informational, transactional, navigational, commercial investigation..
What is Ad Rank?
How ‘good’ the advertisement is based on expected CTR, relevance, landing page experience, expected impact of the ad.
What is an Exclusion Keyword?
Negative keywords let you exclude search terms from your campaigns and help you focus on only the keywords that matter to your customers.
What is a Google Display Network (GDN)?
Sites on which google buys space in which advertisements can be displayed that are related to the content of that particular site or app.
What are Ad Positions?
Where the advertisement is posted on a page.
What is Highly Commercial?
A maximum of 4 results are displayed at the top of the page.
What is Auction Pressure?
The degree of competition.