PPC Foundations: Introduction to PPC Flashcards
What are the two types of advertising PPC consists of?
What is the Display Network and how does Display ads target users? (T) (4)
Display networks are made up of sites that have partnered with a search engine to display relevant ads on their site
Display ads are not search result ads; display ads are text, image (often called banner ads), or video ads
Display ads target users based on:
o Keywords
o User interests
o Contextual targeting
o Remarketing (ad for a third party site that you may have viewed recently)
What is paid search? (T)
Paid Search:
Paid search advertising is referred to as Pay per Click advertising (PPC) and Cost per Click advertising (CPC)
You pay only when a user clicks your ad and comes to your site
PPC is an auction based system
Efficient advertising: no wasted impressions
o Users are targeted based on your set requirements/capabilities
o Requirements may include location, time of day, day of week, device and certain websites
Search ads work with various business types
o Can be specialized for Ecommerce, lead generation, local business
What is the PPC Cycle? (T) (7)
The PPC Cycle:
Choose keywords
Write ads
Set bids
Ad is displayed
User clicks ad and is taken to your site
You pay the search engine for the click
You measure your return and make decisions for future ads
What are some common PPC goals? (NT)
Common PPC Goals:
- Online retailer
o Use search for direct response, acquire customer from ad click
o Use to increase brand awareness and visibility
- Local Business:
o Target locals and help them find their business and quickly get in contact
- Large Business:
o Build their business brand through search and display
- News site:
o Expand mobile presence by targeting mobile devices or tablets
Go a little in detail into understanding objectives before setting up a Paid search campiagn. (NT)
Understand Your Objectives:
What does your company do?
Who is your target audience? Do you have different audiences?
What are you selling or promoting?
What do you want people to do after they click your ad?
What results are you trying to achieve? What metrics define your success?
What are some of the advantages of PPC? (T)
PPC can influence customers
PPC can increase brand awareness
PPC remove the guessing game
o Quick access to data
Find weaknesses and strengths and optimize
PPC provides valuable insight
o Use keyword metrics to direct SEO efforts
o Test ads
o Provides rapid feedback on how users react to content
Provides reach, relevance, and ROI
o 6 billion search queries everyday
Level playing field between all businesses
o Very small minimum spend
What are the Three R’s of PPC? (T)
Three R’s of PPC:
- Reach:
Where can the ad be seen and who sees it?
o Advertise across search engine results; Google, Bing, Yahoo, etc
o Content sites through display network o Across multiple devices
o Define parameters with regards to devices, location, time, interests, etc
o Understand how to control the reach so targeted users are reached 4 ©
- Relevance:
How useful is the ad to the user?
o Choose keywords that describe your business
o Users are targeted based on: search keywords, user interests, contextual targeting, remarketing
o Variety of factors: user search query, location, device, day, and time
o Ad formats vary: text ads, image ads, video ads and others
o Landing pages: traffic from ads land on a specific page, called a landing page; the landing page should always be relevant to the ad
- ROI:
How can you measure the ads effectiveness?
o Access to powerful metrics
View goal types, conversion types, keyword data, and other metrics
o Bids can be adjusted depending on profitability from user Conversion rate Profit margin Bid amount o Ensure the advertisement is profitable
What is the psychology of search?
Psychology of Search:
People use search engines to answer questions
o Search engines are not used for browsing the web
People think in concepts, not words
o People need to translate concepts into language
o Same concept might be translated in hundreds of ways
Users have an expectation of results
o If results reach these expectations, they will continue looking or even click
Landing pages should provide an answer to the searchers question, or tell the searcher how to get the answer
o Make sure your landing page is relevant to the ad
Search marketing is not interruptive marketing
Successful PPC ads must align goals of consumers, advertisers, and search engines
o Consumers would like answers to their questions
o Search engines would like to answer questions so searchers turn into repeat searchers
o Marketers would like to answer consumers’ questions with product offers; marketers must stay within the policies of the search engines
What are some reasons people go online? (NT)
Reasons people go online:
o Email, find info, medical info, hobby info, map or driving directions
o Behind email, people primarily go online to find or retrieve information
What is paid search advertising? (T)
Paid search marketing means you advertise within the sponsored listings of a search engine or a partner site by paying either each time your ad is clicked (pay-per-click - PPC) or less commonly, when your ad is displayed (cost-per-impression - CPM).
What is remarketing?
Remarketing lets you show ads to people who’ve visited your website or used your mobile app. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices.
What is a landing page?
In marketing terms, a landing page is a distinct page on your website that’s built for one single conversion objective. It’s a page within your website built with a single actionable ask that facilitates the completion of that objective.
Some purists in online marketing would even suggest your landing page should be completely distinct from the rest of your website - with no navigation bar to distract your visitors from your sole conversion goal.
The most common landing page is a Google Adwords landing page. This is a landing page that people “land on” after they click on a Google Search Ad.
A blog article on your website is NOT a landing page - it’s not designed for a sole conversionask, and it is created for more than one business purpose. It is, however, a website page.
What are examples of criteria advertisers can use to target users?
- Audience (One of the most popular techniques currently being used by digital advertisers, audience targeting involves buying and serving ads to a specific audience segment, whether it’s gender, household income, age group, education level, relationship status or hundreds of other specific demographic attributes. The information is typically derived from a combination of both first-party and third-party data, and can easily be selected when deciding how much to bid on available media inventory).
- Behaviorial (Where audience targeting takes into account what a person looks like, behavioral targeting focuses on what a person does. This is the process of selecting prospects based on their online activities and specific actions they’ve taken a website. Most commonly, these are measurable Web events like what pages a person has visited, what products they’ve viewed or what conversion events they’ve attempted.)
- Geotargeting (Just what its name implies, geotargeting is the method of delivering highly specialized and highly targeted messages that are customized based on identity and behavioral profiles layered onto a specific geographic area, down to the ZIP code level. It also often enables targeting by IP address)
- Cross-Device (Cross-device targeting is the ability to serve targeted advertising to prospects across multiple digital devices based on an understanding of how and when they may be using a specific device. Essentially, it’s another flavor of retargeting because it enables you to retarget an ad on one device, knowing buyers have seen an ad or visited your site on another device. Naturally, there are more complexities involved in this form of targeting.)
- Contextual (Similar to the traditional method of buying advertising based on editorial relevance, contextual targeting looks at the category or keywords of a website page a customer is viewing and then serves them ads that are highly relevant to that content. The difference is marketers can bid on specific keywords and topics across the Web and have their ad served next to related articles.)
