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Digital Marketing > Search Engine Advertising > Flashcards

Search Engine Advertising Flashcards

1
Q

What is Search engine advertising?

A

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.

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2
Q

Keyword planner

A

Tool provided by google where you can measure the efficacy of your chosen keywords.

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3
Q

What is Ad rank?
On SERP
Organically

A

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

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4
Q

Why is Ad Rank important?

A

Even though users search matches your keywords, only the ads with the best Ad Ranks will show up.

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5
Q

Three types of keyword match types

A

Broad match, phrase match & exact match

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6
Q

Broad Match

A

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

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7
Q

Phrase match

A

“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”

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8
Q

Exact match

A

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

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9
Q

Which of the 3 gets the most search queries?

A
  1. Broad match
  2. Phrase match
  3. Exact match
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10
Q

What is correct way to structure google ads? 4 part hierarchy

A
  1. Google Ads Account - 1 account
  2. Campaign - 2 campaigns f.ex
  3. Ad groups - 4 ad groups in total, 2 per campaign
  4. Ads - 4 ads per ad group
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11
Q

Explain the levels of this 4-level hierarchy

A

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

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12
Q

Common metrics in Google Ads (bidding)
Impressions vs. reach
5 metrics

A

CPM
CPC
CPA
CPV
CTR

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13
Q

CPM

A

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

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14
Q

CPC

A

Cost-per-click: Focus on clicks on your ads and drive traffic to website, you`ll want to use CPC bidding

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15
Q

CPA

A

Cost-per-acquisition: Focus on conversions (people take action on website after clicking on of your ads), CPA bidding

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16
Q

CPV

A

Cost Per Vew: Work out how much each view costs

17
Q

CTR

A

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

18
Q

Bidding strategies in Google ads

A

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.

19
Q

Google Search Network

A

The Google Search Network is a collection of websites and search engine partners where Google ads can appear.

20
Q

What are the most common kinds of ads on the Search Network? 4 types

A

Text ads, Dynamic search ads, responsive search ads, and call-only ads

21
Q

what are the Ad extension types

A

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

22
Q

What is Google ads Display?

A

Shows ads based on user intent goals
Based on machine learning

23
Q

Two different types of Google display network ad

A
  1. Smart Display Campaigns - Google does it pretty much for you
  2. Standard Display campaign - have to manually select; objectives, bidding, targeting, ad format etc. It`s basically DIY
24
Q

Video campaigns is really common on what site?

A

YouTube

Digital Marketing (7 decks)

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