Paid Search Advertising (ch 11) wk3 Flashcards
Definition:
Advertising for which the advertiser pays only for each click on their advert.
Pay Per Click (PPC)
Definition:
The total clicks on a link divided by the number of times that an ad link has been shown; expressed as a percentage.
Click Through Rate
Definition:
The first page a user reaches when clicking on a link in an online marketing campaign. The pages that have the most success are those that match up as closely as possible with the user’s expectations.
Landing Page
Name 4 types of PPC Advertising.
See Below:
Definition:
A unique web address that is branded for marketing purposes. It takes a long address and converts it into a shorter, customised link, which is coherent with your brand and is more trustful to click.
A Vanity URL
Let’s discuss the Anatomy of a Paid Search Ad.
Name the 5 fields and their maximum character lengths
See Below:
A call to action would be inserted into what field of a paid search ad?
The description field. (80 character max)
True or False:
Google may add extensions automatically
True
Identify the four examples of Ad Extensions below.
See Below:
Identify the two examples of Ad Extensions below.
See Below
True or False:
Company’s should build links to multiple landing pages relevent to the keyword searches entered at the search engine platform.
True
True or False:
Landing pages can not effect the quality score of an ad.
False
Ad rank factors determine ________ and ________ of our ads.
Ad rank factors determine visibility and placement of our ads.
True or False:
CTR rates through the first 5 Ad positions will result in over 10%.
False
Name the 4 major components of Google’s Quality Score.
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Define the formula that ultimately determine ad rank and position for Google paid search results.
See Below:
While conducting keyword research and analysis name four (4) areas that should be concentrated on.
See Below:
When thinking about keyword relevence name 4 categories that keyword terms might fall under.
See Below:
Definition:
Helps with customer reach. The number of searches for a particular keyword in a given timeframe
Keyword Search Volume
What metric should you use when analyzing keyword cost?
Cost-per-Click
Define the following concept in a few words:
“As the length of search increases the volume of searches decreases”
Long Tail of Search
Match Type Definition:
Includes phrases containing your keywords, in any order, as well as variations (e.g., synonyms, misspellings)
Broad Match
Match Type Definition
Includes phrases containing your keywords, in any order, as well as variations (e.g.,synonyms, misspellings) but only shows ads in searches including words
designated with a plus sign (+red +shoes)
Broad Match Modifier
Match Type Definition
Search phrases containing your keywords, in the same order, as well as other words
Phrase Match
Match Type Definition:
Search phrases with the exact words in the same order
Exact Match
Match Type Definition:
Search words that won’t activate your ads, regardless of what other words are used
Negative Match
What keyword Match type should i use if I want the lowest reach and sharp targeting?
Exact Match
What keyword Match type should i use if I want the highest reach and broad targeting?
Broad Match
Definition
A feature offered in Google Ads (formerly Google AdWords) and other ad networks which allows you to customize an ad to a searcher’s search query.
Dynamic Keyword Insertion
Within the Google Adwods account structure ads are organized in grouping under ________?
Campaigns
Within Google AdWords Account Structure, ads that have a common grouping fall under what?
Ad Groups
Order the following steps for planning and setting up a Paid Search Campaign.
- Conduct key word research
- Launch a campaign by placing bids
- Define business objectives/metrics for sucess
- Measure and analyze results, test and optimize
- Define business goals and conduct market research
- Create ads ( heading, description, path extensions) and ensure tracking is in place
- Establish a budget
See Below:
Calculate the following Break Even Point Analysis:
PPC Conversion Cost =
Profit Margin per Sale =
BEP CPC for Avg. Sale =
BEP CPC for LTV =
See Below:
What area of key word analysis do the following bullets fall under?
- Determine who are your company’s that sell similar products
- Assess the use of paid search by company’s that sell similar products
- Evaluate Quality Score components of thee companies
(keyword) Competitive Analysis
Definition:
keywords that help identify your business based on its location and the location of your desired customer base
Geo-targeting
What is the default match type on Google Search?
Broad Match
Definition:
what you write to entice searchers to click on your ad.
Ad Copy
Define the formula:
See Below
Define the formula
See Below:
Define the formula
See below:
Define Formula:
See Below:
Based on the following calculations if your CPC turns out to be $.40 are you profiting or taking a loss?
You cost per click is above the $.34 break even point so you are taking a loss.
Based on the following calculations if your CPC turns out to be $.20 are you profiting or taking a loss?
You cost per click is below the $.34 break even point so you are making a profit.
