Lecture 5

Question 1

PPC?

Answer 1

Pay-per-click
A model of digital advertising where the advertiser pays a fee each time one of their ads is clicked

Question 2

Paid search ads=?

Answer 2

Paid ads that appear when a user enters a search term

Question 3

SEM=?

Answer 3

Search engine marketing (promoting product on a big search engine like google)

Question 4

SERP=?

Answer 4

Search engine results page (organic results, the whole page of what you search up) page user will see when they enter a search query

Question 5

Organic results=?

Answer 5

Results on SERP that are not ads, want SEO efforts to produce them, ideally site in top few organic results on a SERP related to target search query, increases organic traffic to your website

Question 6

SEO=?

Answer 6

Search engine optimization = long game of ranking #1 in organic ads for terms you want to be ranked in, trying to get the keywords so specific also you end up number one.

Question 7

Clicks=?

Answer 7

Number of times people click on your ad (PPC)

Question 8

Impressions=?

Answer 8

Number of times your ad is shown

Question 9

CTR=?

Answer 9

Click-through rate
Dividing impressions by # of clicks 100 divided by 10
=10% CTR a CTR is a great way to measure success of you ad

Question 10

What is the difference between SEM and SEO?

Answer 10

SEO is the long game, SEM is getting what you want immediately
For example: running shoes is SEO and steroids would be SEM

Question 11

Search vs. Display

Answer 11

Google provides advertisers with two networks to advertise on: 1. Search networks and display networks
Search allow advertisers to advertise on google, search, google maps, google shopping + other partner sites
Person swatched for something and results is what was searched.

Display:
Different from search network
Advertisers can advertise on various google sites:
YouTube, gmail, google news, apps

Question 12

Broad match

Answer 12

Close variations of the keyword, related searches and other relevant variations, the words in th keyword dont have to be present in a users search

Question 13

Broad match modifier

Answer 13

All the terms designated with a + sign (or close variations of those terms) in any order. Close variations include terms with the same meaning. Additional words may appear before, after or between the terms

Question 14

Phrase match

Answer 14

Matches of the phrase ( or close variations of the phrase) with additional words before or after, close variations include terms with the same meaning

Question 15

Exact match

Answer 15

Exact matches of the term or close variations of the exact term with the same meaning

Question 16

Negative keywords:

Answer 16

Keywords that may seem similar to your product but are actually used for customers who may be looking for a completly different product
Example: someone selling eye glasses, would put drinking glasses or wine glasses as a negative keywords

Question 17

the three things a text ad should have on the SERP

Answer 17

1. Headline
   Display URL
   Description

Question 18

The things that landing pages should have:

Answer 18

1. Headline that works with your ad
2. Clear headlines and sub heads
3. Perfect spelling and grammar
4. Trust indicators
5. Excellent, clear CTA(s)

Question 19

What is A/B testing?

Answer 19

A/B testing is when there are multiple versions of an ad and it is measured which ad is more successful

Question 20

WHat is CRO

Answer 20

Conversion rate optimization
A systematic process of increasing the percentage of websites visitors or users who take a desired action

Question 21

What are Cialdinins principles:

Answer 21

1. Reciprocity
2. Scarcity
3. Authority
4. Consistency
5. Social proof
6. Liking

Question 22

How to optimize CRO

Answer 22

1. UT or UX
2. User surveys
3. Heat maps
4. GA
5. 5-second test