SEM Flashcards
Promoting an organization through search engines to meet its objectives by showing useful information in search results and encouraging searchers to click through to a destination site.
SEM
Web page that a search engine, such as Google, displays after a user has performed a search. Typically divided into core sections, with paid listings occupying the top section. Organic search results refer to the listings that appear beneath the advertising or paid listings based on their relevance to the user’s search terms. Listings displayed on the first page of search engine results receive the highest search traffic, with higher listings receiving more clicks.
A Search Engine Result Page (SERP)
Consumers who are more likely than others to convert to customers because of their buying potential and interest.
Increase in traffic can
result in more leads –
qualified leads
The analytics provided by paid search advertising tools offer valuable insights about consumers, including the search terms they use, the search
engines they prefer, and a wealth of other data. These analytics enable organizations to gain a deeper understanding of their customers and
make informed decisions regarding their search ad content. Additionally, organizations can track the source of customers who originated from search advertising.
Gain Customer Insights
An organization can strive to establish itself as an expert in a specific area by consistently displaying its ads on search engines.
Establishing expertise
This tactic involves incorporating key terms that consumers commonly use in the specific area where the organization aims to establish or maintain its expertise.
Strategic keyword usage
Consumers who are aware of and familiar with a brand tend to be drawn to it and may click on search ads purely due to brand recognition.
Brand familiarity
This type of advertising aims to trigger consumers’ memory of specific brands, products, or services, with the objective of influencing them to choose those brands again for future purchases.
Reminder or recall advertising
This type of campaign promotes products or services through visual advertisements placed on display networks, websites, and apps.
Display campaign:
These ads are designed to stand out from the rest of the website, appearing in a box or banner format. They are clickable and can redirect users to specific landing pages. Banner ads are a common example of display ads.
Display ads
Unlike search ads, which appear on
search engines, display ads are showcased on display networks, offering a different reach and targeting approach.
Distinction from search ads
The decision to utilize display ads, search ads, or both is often influenced by the available budget and marketing objectives of the campaign.
Consideration of budget and objectives
A powerful tool to reengage with
consumers who have visited an organization’s website. It may be used to convert the consumer to a customer.
Remarketing
Code added to an organization’s website that will enable the organization to capture specific data about the consumer.
Tracking code
Use online keyword research tools to identify effective
keywords, analyze competitors’ ads.
Keyword research
set an overall campaign budget and determine
maximum bid amounts for keywords.
Budget planning
group related products/services into separate ad groups.
Ad group organization
design landing pages using important
keywords, ensure good user experience (UX) and conduct A/B testing to
optimize metrics like revenue per page and average order value.
Landing page optimization
develop ads for each ad group
Ad creation
Enter bids into search engine auctions for chosen keywords.
Bidding
use analytics tools like Google Analytics to track ad
performance. monitor keyword effectiveness, make ongoing modifications
to ads, keywords, and other campaign elements as needed.
Campaign monitoring
How Ads Auctions Work
- Bid
- Quality score
- Context
- Ad rank
- Positioning
number of times a search ad
appears on a search engine in response to a search.
Impressions
Click through Rate (CTR)
Number of clicks / Number of impressions *100
Conversion Rate
Number desired actions taken / number users visited my site *100
ROAS
Total ad revenue / Total ad spend
is an online advertising model in which advertisers pay the platform or network hosting the advertisement (for
example, Google) each time a user clicks on one of their ads. It is a way to drive traffic to a
website or landing page, where the advertiser pays only when a user clicks on the ad.
Pay-per-click
- Advertiser pays for every 1,000 ad views.
- Uncertain cost per visit due to unpredictable click rates.
PPM (Payment Per Thousand Impressions)
- Advertiser pays when a specific action is taken
(e.g., app download, registration, purchase). - Direct link between cost and conversion objectives.
PPA (Payment Per Action):
