Paid Search Part 2

Question 1

What are Key Metrics for Ad Performance?

Answer 1

• Click-Through Rate (CTR)
• Conversion Rate (CR)
• Cost-Per-Click (CPC)
• Return on Ad Spend (ROAS)

Question 2

What is CTR?
What is the CTR formula?

Question 3

What is CR?
What is the CR formula?

Question 4

What is CPC?
What is the CPC formula?

Question 5

What is ROAS?
What is the ROAS formula?

Question 6

What are the steps of the Paid Search (PPC) Campaign Guide?

Answer 6

1. Set Campaign Goals
2. Define Customer Profiles
   
   • Find Keywords
   • Choose Keywords Match Types
3. Define Campaign Structure
   
   • Elements
   • Ad Groups
   • Ad Copy
   • Landing Page
   • Campaign Settings
4. Bidding Strategy
5. Budget & Ad Spend
6. Ad Extensions (Optional, but Important)
7. Tracking & Analytics

Question 7

What are the primary goals when setting campaign goals?

Answer 7

• Increase website traffic
• Drive Sales

Question 8

How do marketers define Customer Profiles?

Answer 8

• Demographics
• Location
• Lifestyle
• Needs & Wants
• Shopping Habits
• Search Behavior
• Examples of Keywords

Question 9

How do marketers find Keywords when defining Customer Profiles?

Answer 9

• Access Keyword Planner and Discover Keywords
• Analyze keyword data and review the keyword suggestions and metrics:
  
  • Avg. Monthly Searches: Focus on keywords with decent search volume
  • Competition: Prioritize low-to-medium competition keywords to reduce costs
  • Top of Page Bid: Ensure the CPC aligns with your budget

Question 10

How do marketers Choose Keywords Match Types when defining Customer Profiles?

Answer 10

Marketers choose keywords match types defined by Google:
- Exact match: A keyword set to exact match will only display your ad if the search term includes that exact keyword, with the words in that exact order

• Phrase match: A keyword set to phrase match will display your ad if the search term contains the same order of the words, but it can also contain additional words
• Broad match: a keyword set to broad match will display your ad when the search term contains any or some combination of the words in your keyword in any order

Question 11

How do marketers know which Keywords Match Types to Choose when defining Customer Profiles?

Answer 11

Use broad match and phrase match to drive traffic, then use the Search Terms report to find the keywords that convert well and make sense for your business, and set those to exact match

Question 12

What is a Good Keyword Strategy?

Answer 12

It’s an ongoing process because Keyword performance will change over time, so your campaign strategy should change

Question 13

How do marketers define the Campaign Structure?

Question 14

What elements do marketers use when defining the Campaign Structure?