SEM

Question 1

Keywords

Answer 1

the search terms you bid on to show your ad against.

Question 2

Adwords

Answer 2

Google’s online ad program where you can research, set up, manage and report on SEM campaigns.

Question 3

SEO v SEM

Answer 3

SEO = Search Engine Optimisation - optimising organic search results for your client. Organic search resulats aren’t paid but optimsation can be.

v

SEM = Search Engine Marketing (Paid Search) - ads that you see on google are paid results

Question 4

What is Search query, Keyword or Search term?

Answer 4

the word or phrase a searcher uses on their journey to brand or information
discovery. The search term you bid on to show your ad against

Question 5

Paid Text Ads:

Answer 5

These brands have entered the auction and are all bidding on the phrase ‘best fridges online’.

Question 6

Ad Formats

Answer 6

Text ads - up to three headline titles of up to 30 characters

Shopping ads - image ads that include the shop name, price and description of the product. sit above teh organic listings

Question 7

Ad Rank:

Answer 7

Google value of your ad position

Question 8

Search Query:

Answer 8

keyword string typed into a search engine by user

Question 9

Quality Score:

Answer 9

estimate of the value of your as based on CTR (if people historically click on your link in the past based on their search terms, ad relvance, landing page experience.

Question 10

Impression share

Answer 10

percentage

impression / total impressions (taking into acount budget and ad rank)

Question 11

Google Stats

1. How many google searches are there everyday?
2. What percentage is are brand new searches?
3. 94% do this before buying?
4. What percentage research local products and services online?
5. 40% of people won’t do this?
6. What percentage of Australian ad spend is spent on search?
7. Google share in Australia? Good share globally?

Answer 11

1. 94%
2. 20%
3. research online before buying
4. 97%
5. won’t buy from a brand if they can’t find it online
6. 46.2%
7. 94% and 92%

Question 12

Differences between shopping ads and Text Campaigns?

Answer 12

a) shopping as connects to a product feed with a high level of detail on the product ie quantity, in stock, description
b) you don’t bid on keywords on shopping ads, will read the product feed and match it

Question 13

Keyword Match Types and Themes

Answer 13

Broad Match - cloase variotuis of the keyword, related searched and other relevant variations EG buy ladies hats.
special symbol: none

Broad Match Modifier - all ther terms with a + sign in any order EG winter hats for women
special symbol: +keyword

Phrase Match - matches of the phrase with additional words before or after EG blue women’s hats
special symbol: “keyword”

Exact Match - exact matches of the term or cloase variations fo that exact term EG hats for women
special symbol: [keyword]

Question 14

The 3 keyword themes each keywor can be grouped in:

Answer 14

1. Brand - keyword that decribes the company name | CPC: low
2. Generic - keyword without any company name | CPC: medium
3. Competitors - keyword that decribes another competitors company name | CPC: High