Mid-Term Exam - Week 6: Paid Search Flashcards
How does display ads and paid search ads differ?
Display ads - Interactive, video or image ads shown to people who
are most likely to be interested in your product or service. Display
ads are essential for established brands that need to keep the brand
at the forefront.
* Paid Search ads only appear to those who are already searching for
your product or service, while display ads are paid placements that
appear based on various targeting parameters.
What are some trends in PPC?
PPC Trends 2024
* Voice search
* AI optimization drives lower CPCs, keyword optimization and audience targeting
* Gen AI ad copy generation, AI serving as a creative partner, utilizing a range of data to craft compelling
headlines, descriptions, and calls to action that resonate with the audience - 7 ways to use Gen AI in PPC
* Automated translation offering internationalization with ease
* Video ads
* TikTok
What is a “branded search”?
People searching brands, brands searching brands to find infringements
In what ways can a business be in trouble (trademark infringement) when investing in PPC?
It can infringe on trade marks if you’re too close to another brand
What is a “lone ranger”?
A brand search term for which you are the sole paid search bidder and for which you have the #1 organic position. In other words, why pay for clicks on a term your winning for free.
What can we expect once we start monitoring and policing branded searches?
A battle ground among brands
