Search Engine Advertising Flashcards
What is Search engine advertising?
Search engine advertising is a form of online advertising where businesses can display their ads on search engine results pages (SERPs). When users search for specific keywords or phrases, relevant ads appear alongside or above the organic search results.
Keyword planner
Tool provided by google where you can measure the efficacy of your chosen keywords.
What is Ad rank?
On SERP
Organically
A combination of your bid, ad quality, Ad Rank thresholds, context of person`s search, and expected impact of extensions.
Ad rank = Cost Per Click (CPC) bid * Quality score
Organic = MAX CPC * quality score
Why is Ad Rank important?
Even though users search matches your keywords, only the ads with the best Ad Ranks will show up.
Three types of keyword match types
Broad match, phrase match & exact match
Broad Match
Example keyword: Children`s bicycles
buy kids bicycles will show ur add f.ex.
The keyword, or any variations which is similar will make the ad show up
Phrase match
“keyword”, “childrens bicycle”
Keywords within the “ “-marks, or its close variations, match the search terms.
Cant be any extra words in between the search terms
Allowed: "Cheap childrens bicycle to rent”
Not allowed: “Childrens Cheap bicycles to rent”
Exact match
The exact keyword, or its close variations, mean the same as the search terms. Cant be any extra terms before or after keyword
Ex: kid`s bicycles
Which of the 3 gets the most search queries?
- Broad match
- Phrase match
- Exact match
What is correct way to structure google ads? 4 part hierarchy
- Google Ads Account - 1 account
- Campaign - 2 campaigns f.ex
- Ad groups - 4 ad groups in total, 2 per campaign
- Ads - 4 ads per ad group
Explain the levels of this 4-level hierarchy
Google ads account: Highest level, manage everything on a bigger level
Campaigns: With an account you create multiple campaigns. allows you to organize your advertising efforts
Ad groups: further segment your campaign, organize your ads based on themes or specific targeting criteria
Ads: the specific creatives or text displayed to the user. Keywords
Common metrics in Google Ads (bidding)
Impressions vs. reach
5 metrics
CPM
CPC
CPA
CPV
CTR
CPM
Cost-per-thousand impressions: if you want to focus impressions, number of times ad shows up, and increase brand-awareness, CPM bidding is for you
CPC
Cost-per-click: Focus on clicks on your ads and drive traffic to website, you`ll want to use CPC bidding
CPA
Cost-per-acquisition: Focus on conversions (people take action on website after clicking on of your ads), CPA bidding
CPV
Cost Per Vew: Work out how much each view costs
CTR
Click-Through rate, measure the ratio of clicks on a specific element, ad or link, and compare it to number of impressions or views it recieves
Bidding strategies in Google ads
used to determine how much an advertiser is willing to pay for each click on their ads or for other desired actions, such as conversions or impressions.
Google Search Network
The Google Search Network is a collection of websites and search engine partners where Google ads can appear.
What are the most common kinds of ads on the Search Network? 4 types
Text ads, Dynamic search ads, responsive search ads, and call-only ads
what are the Ad extension types
Sitelinks - Below ad, takes u directly a page on website
Location - Help users find your location
Call - Phone number with call option
Callout - Promote benefits on website, free shipping fex
App - link to app for download
Review - Share positive feedback
Social - show followers and socials
Seller ratings - Online business rating
What is Google ads Display?
Shows ads based on user intent goals
Based on machine learning
Two different types of Google display network ad
- Smart Display Campaigns - Google does it pretty much for you
- Standard Display campaign - have to manually select; objectives, bidding, targeting, ad format etc. It`s basically DIY
Video campaigns is really common on what site?
YouTube
