Search Marketing Flashcards
What is search engine optimization? (SEO)
Search engine optimization (SEO) is the process of
modifying content, site characteristics, and content
connections to achieve improved search engine rankings;
marketers develop and publish content in ways that
improve the likelihood that search engines will rank the
sites well in response to search queries.
What is social media optimization?
Social media optimization (SMO) is a process that
enhances the likelihood of social content being visible,
shareable, and linkable in online communities. If the
content is valuable and engaging, people will share, post,
rank, tag, and augment it, resulting in enhanced reach.
What is google ads?
Google Ads is an advertising service by Google for businesses wanting to display ads on Google and Google Display Network (such as YouTube and the New York Times). The Google Ads program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.
What is the difference between google search ads and google display ads?
• Search ads show up to potential customers the moment
that they start looking on Google for what you offer
• Display ads appear while people visit sites across the
Google Display Network (GDN).
• Google Display Network (GDN) is a group of over 2
million websites, videos, and apps where your Google
Ads can appear.
What does key word advertising do?
It is a form of targeted advertising, it has between advertising return on investment than untargeted ads, it improves user experience.
Where does search marketing apply?
Applies in all domaines! For awareness, education, direct reponse and image!
What is the Click-Through Rate? How is it calculated?
• Click-through rate (CRT): a way of measuring the
success of an online advertising campaign for a particular
website.
• CRT: Clicks/Impressions
What are impressions?
The number of times the ad is shown
What are qualified leads?
• Qualified leads are the people who have shown the
intent and ability to make a purchase decision within a
reasonable timeframe.
What are conversions?
• Conversion: A conversion happens when someone clicks
your ad and then takes an action that you’ve defined as
valuable to your business, such as an online purchase or
a call to your business from a mobile phone. If you pick 30
days, then conversions that happen within 30 days after a
click are tracked.
How to choose good keywords.
• Relevant Keywords:
• Accurately reflect products/services being offered
• Match what your audience is looking for
• Target the audience without being too general
How do you write an effective ad? How do you implement keywords to in ad text?
• Ad text distinguishes you from the competition
• Communication, appearance, and style are important
• Be persuasive and informative
• First thing the user sees
Catch your customer’s eye by making sure your headlines match the keywords.
How would you differentiate a product or “call to action” in an ad?
Include a Call to Action
• Examples: get info, research here, download free white
paper, order our catalog, buy now, save money
Differentiate Products or Services
Save 10% on all chocolate orders, Free shipping over $50, Save 50%, $10 Off •Seasonal Sales
How does advertising by location help a campaign?
• Location in ad text can increase performance
• Attracts the attention of local users
• Non-local users will not click on the ad
What are the costs associated with Google Ads?
• No minimum spend
• You choose your own maximum daily spending limit (daily
budget)
• Choose how much you want to spend per click for every
keyword
• Pay Google for users who click on your ad
• Conversion tracking = real-time return-on-investment data
