Pay Per Click Advertising

Question 1

Cost Per Impression (CPM) - Cost Per Click (CPC), Cost Per Acquisition (CPA)

Answer 1

Pricing Models

Question 2

Cost Per Impression (CPM)

Answer 2

Similar to traditional marketing media where you are charged a certain price for how often your add is shown. You’ll be charged regardless of whether or not people see or actually click on your ad. Cost per impression advertising would be comparable to what you might pay as cars drive by your billboard, weather the people are actually seeing them or not.

Question 3

Cost Per Click (CPC)

Answer 3

You’re only charged each time a user actively clicks on your ad. With cost per click advertising you are only paying for the ad once a customer actively engages with it, instead of paying for the bulk placement whether or not it’s seen or read.

Question 4

Cost Per Acquisition (CPA)

Answer 4

You might say that your average lead is worth 25 dollars. And in this case, your bids will reflect the maximum amount that you’re willing to pay, not for a click But instead for a lead.

Question 5

Benefits to advertising with Google AdWords

Answer 5

Increase your reach, show your target audience extremely relevant ads, and finally, measure a return on your investment (ROI).

Question 6

Google’s Market Share

Answer 6

2/3rds

Question 7

Biggest benefit of Google Adwords

Answer 7

The ability to measure every action and reaction to your marketing campaign, allowing you to clearly see whether or not you’re in line with your marketing goals. You can collect, compare and analyze data quickly to uncover opportunities for improvement in your campaigns.

Question 8

Adwords Ad Types

Answer 8

Text, Image, Video, Interactive

Question 9

Search Engine Results Page (SERP)

Answer 9

Here, I can see that Google found millions of pages that it thinks that I may be interested in, all in a fraction of a second.

Question 10

Google Search Network

Answer 10

Includes things like Google search results pages, and other web properties that serve up search results, like Google Maps and Shopping, or even other sites.

Question 11

Organic Results

Answer 11

These are the ones that Google decided were the most relevant to the search we just did, and it’s important to note that you can’t buy these placements through ad words or anything else. These are the result of Google’s natural algorithm and the practice of trying to influence where you show up in these results is known as organic search engine optimization, or SEO. These are not Adwords.

Question 12

Google Display Network (GDN)

Answer 12

Is a huge collection of sites ranging from About.com and the New York Times, to HGTV and the Food Network. Other networks such as double click and Adsense are included here as well. As are our other Google services like YouTube, Google Finance, Google Maps, Blogger and even Gmail. All in all, the Google display network reaches about 1/2 a billion users.

Question 13

Keyword Match Types

Answer 13

AdWords uses keyword match types to direct the system on what type of user search queries you want your ad to display for. (Broad, Phrase, Exact & Negative).

Question 14

Broad Match Type

Answer 14

Default match type for all keywords. No quotes or brackets. They are pretty unrestricted, and can trigger your ad on many variations that a user types into Google that may be relevant to your keyword. They are displayed in response to user queries that contain similar words or synonyms to your targeted keywords, and even plural forms of your keyword.

Question 15

Broad Match Modifier

Answer 15

Broad match modifiers are signified by using a + sign directly in front of the keyword that you’re interested in controlling. By doing this, you’re telling AdWords that the keyword directly following that plus sign has to appear in the user’s search query exactly as targeted, or as a very close variant, in order for the system to display your ad to that user.

Question 16

Phrase Match Modifier

Answer 16

Phrase match restricts traffic even further by locking down the order of things, and in your account, it’s signified by putting the keyword in quotes “ “. Now this tells AdWords that the user query must contain your targeted key word in exactly the same order and the form that you’re targeting. But there can still be additional text before or after your key word in the user query. Phrase match makes sure that our exact phrase is contained somewhere in the user’s search terms.

Question 17

Exact Match Modifier

Answer 17

Makes sure that our ad is only allowed to be shown in response to a user searching for the exact same keyword that we’ve targeted, with no variation. Exact match is signified by placing the target keyword inside square brackets [].

Question 18

Negative Match Modifier

Answer 18

Possibly the most important match type of all, because they help us to filter out irrelevant traffic that you don’t want your ad to show up for. Now this is extremely important, because you don’t want to waste your advertising dollars on clicks or impressions from users who were looking for something that you couldn’t offer them. The syntax here is a dash, or a minus sign, placed in front of the keyword that we don’t want our ad showing for.

Question 19

Longtail Keywords

Answer 19

Specific keywords that are extremely likely to convert.

Question 20

Evaluating Keywords

Answer 20

The most important thing to remember when evaluating a keyword is that you need to look at all three aspects together. With what frequency is this keyword actually searched on? How relevant is it to the products and services that I offer? And, how competitive and expensive will it be for me to bid on this term?