L6

Question 1

Search engine advertising (SEA) functioning

Answer 1

Appear on search engine results page
Based on auction systems
Results are ad texts that lead to landing pages

Question 2

Automation adds +++

Answer 2

Dynamic search ads (use content from website to create keywords, landing page etc)
Responsive seach ads (based on user)
\+more combinations and flexibility
\+increase performance of ad
\+uses all relevant keywords

Question 3

Smart bidding

Answer 3

Uses information to optimize - bid more for specific times, locations or individuals
Machine learning
Look at campaign goal to decide bidding strategy

Question 4

Google analytics

Answer 4

Measure, collect, analyze and report data

Know which channels leads to most conversions

Question 5

4-step model

Answer 5

Collection (automation, data quality)
Unification (different types of data collection)
Insights (from market insights to user insights)
Activation (personalization, experience)

Question 6

Marketing funnel (full scope)

Answer 6

See and think - branding
Do (convince people) - performance
Care (return/upsell) - loyalty