Topic 6 - SEM Flashcards
What is SEM and how does it defer from SEO?
SEM stands for Search Engine Marketing and like SEO is a digital marketing strategy available to marketers.
SEM can be utilised when marketers decide to pay a fee in order to increase their rankings on a SERP.
SEM requires direct payment every time an ad gets clicked on however comes in handy when a marketer requires an instant boost to their site. Compared to SEO, SEM can be set up in quick succession.
What determines ad rank in SEM and why is this important for marketers?
Aside from price, SEM is judged on other factors that ranks it’s quality against other competitors that are engaging with SEM. The formula is broken down as follows
Ad Rank = Bid Amount x AD Quality x Ad Formats
Quality: Expected CTR/Ad Relevance/Landing Page Experience
Ad Formats: The impacts of extensions (Phone numbers / emails / Locations)
Ad rank is the judging criteria for how high your AD will be placed on the SERP. By improving keywords, user experience and creative writing of ads, marketers can also benefit from ad cost as the ranking increases.
Describe a Google ad campaign structure and how it functions
The Google ad campaign structure is formulated to organise ads. It is organised into 3 layers
1. Campaign - More than one ongoing
2. Ad Group - Each campaign can have multiple ad groups
3. Keywords/Actual Ad - Each ad group can have multiple keywords and ads
Example:
Campaign: Shoes
Ad Group: Tennis Shoes And Golf Shoes
Keywords:
Tennis best, cheapest, Sleek
Golf Shoes: White, Pro, Comfortable
Other than generating sales, name a few other google ads campaign objectives.
(Think of the marketing funnel)
- Leads - Gain leads by encouraging customers to take action
- Consideration - Encourage people to explore products or services
- Awareness and Reach - Reach broad audience and build awareness
Name 5 SEM effective strategies for writing good quality ads
KGUCL
- Aligned w user’s search keywords
- Good English
- USP
- C2A
- Corresponds to landing page
- Relevant to product
What role does keywords play in SEM and what are the factors to choose keywords on?
Keywords represent the third level of the campaign structure and helps define ad groups. They play a huge role in ensuring user is able to identify a site and it’s products.
In the case of SEM, keywords represent words and phrases describing your product or service that you choose to help determine where and when the ad will be shown.
The 3 factors to take note when selecting keywords are
1. Volume - How many people searching. Ideal: High number of searches low competitiveness
2. Competitiveness - How many other brands are bidding for it
3. Relevance - taking into account the customer journey
Name the keyword match types in SEM that marketers need to decide for their keywords
EBMPN
Exact Match - Matches directly
Broad Match - Reach widest audience possible
Modified Broad Match - Increase relevance of result
Phrase Match - More focused than broad match
Negative Match - Specify keywords that shouldn’t work alongside my keyword
name the Keyword themes in SEM
Brand - Keyword that describe s company name
Competitor - Competitor company name
Generic - Keyword W-out company name
Describe the conversion formula and it’s variables
C = 4m + 3v +2(i-f) - 2a
C: Probability of conversion
m: motivation of user
v: clarity of value proposition
i: incentive to take action
f: friction elements of progress
a: Anxiety about entering information
The whole goal is to reduce anxiety and friction and increase value proposition, motivation and incentive
Based on the Probability of Conversion formula how can digital marketers increase conversions?
C = 4m + 3v + 2(i-f) -2a
motivation to purchase - make a goated ad
VP - Quality, low price and selection
Incentive - Discounts, freebies
Friction - return policy, free turnaround
Anxiety - No hidden fees, Limited time
Why should Digital Marketers improve landing pages and how can they do it effectively?
Landing pages are part of the Quality Score which affects how much the campaign would eventually cost. When relevant and good landing pages are created, it increase the overall UX.
To create a good landing page, marketers need to
- Create one that flows intuitively from the ad
- Has a clear call to action
- Optimised for all devices
Put yourself in the users shoe - what makes you impressed when you click on an ad?
What are Quality scores in SEM and why are they so important?
Quality scores in SEM consists of expected CTR / Ad relevance / Landing page experience.
They pla a monumental role in SEM as it affects the CPC and how high up is the ad shown in the SERP.
To improve quality score marketers can
- Test and refine keywords/ad groups
- rewrite ads
- improve landing pages
