Understand search engine Marketing (SEM)

Question 1

What will you learn?

Answer 1

1) Search engine marketing (SEM)
2) SEM ads in Google search
3) Google Ads process
4) Ad Auction
5) Display Advertising

Question 2

Search Engine Marketing (SEM)

Answer 2

Increasing a product or service’s visibility on a search engine results page through paid advertising.

Question 3

Pay-per-click (PPC) advertising

Answer 3

The type of advertising model allows businesses to pay only when someone clicks on an ad.

Question 4

SEM advantages

Answer 4

1) Reach likely customers
2) Quickly appearing in the search result pages
3) Learn which ads are driving sales
4) Control over where you send the searchers
5)

Question 5

Ad extension

Answer 5

Features additional information about a business, such as other website links, a phone number, or an address.

Question 6

What is a bid strategy?

Answer 6

A bid strategy is designed to help achieve campaign goals based on budget.

Question 7

What is smart bidding?

Answer 7

Smart bidding is a subset of automated bidding strategies. These strategies use machine learning to optimise conversions for conversion value with each auction.

Question 8

Maximize conversion value

Answer 8

This bid strategy uses advanced machine learning to automatically optimize and set bids. It also offers auction-time bidding capabilities that tailor bids for each auction.

Question 9

Target ROAS

Answer 9

An optional target to maximize conversion value, this bid strategy analyzes and predicts the value of potential conversion. It automatically adjusts your bids for these searches to optimise your return. Target ROAS will bid high on a user search that will likely generate a high-value conversion.
Goal: to increase business sales.

Question 10

Maximize conversions

Answer 10

Maximising conversions automatically sets bids to help get the most conversions for your campaign within your budget.
Goal: Increase sales or leads

Question 11

Maximise clicks

Answer 11

This automated bid strategy sets your bids to help get as many clicks as possible within your budget.
Goal: Increase website visitors

Question 12

Target CPA

Answer 12

Target CPA (target cost per action) is an optional target to maximize conversions. Target CPA sets bids for you to get as many conversions (customer actions) as possible. You set the average cost you’d like to pay for each conversion, and it’s up to you how much you want to spend on each action.
Goal: Increase sales or leads

Question 13

Target impression share

Answer 13

There are three options for the target impression share strategy, depending on where you want your ads to show. Ads can be placed at the top of a page or anywhere on Google search results. Google Ads automatically sets your bids to show your ad based on your placement settings.

Question 14

Cost per 1000 impressions (CPM)

Answer 14

With this bid strategy, you’ll pay based on the number of impressions (times your ads are shown) you receive on YouTube or the Google Display Network.
Goal: Increase awareness and visibility

Question 15

Cost per view (CPV)

Answer 15

This is the default bid strategy to set the amount you’ll pay for video ads in Google Ads. With CPV bidding, you’ll pay for video views or interactions

Question 16

Steps to create a Google Ad

Answer 16

1) Define your campaign goal
2) Choose the campaign type
3) Set a budget
4) Choose your bidding strategy
5) Select your targeting
6) Create your Ad
7) Set up your conversions

Question 17

Campaign

Answer 17

Ads that share a budget, location targeting, and other settings.

Question 18

Keyword matching types

Answer 18

1) Broad Match
2) Phase Match
3) Exact Match

Question 19

Broad match

Answer 19

Show your ads on phrases that relate to your keyword.

Question 20

Phrase match

Answer 20

Keywords that include the meaning of your keyword.

Question 21

Exact match

Answer 21

Searches that have the same meaning or same intent as the keyword.

Question 22

Negative keywords

Answer 22

Search terms excluded from an ad campaign.

Question 23

Ad auction

Answer 23

How Google determines which ads show, in what order, for each search that contains text ads.

Question 24

Factors that determine ad rank

Answer 24

1) Your bid
2) Quality of your ads and landing page
3) Ad extensions
4)

Question 25

How to Create an effective google ad

Answer 25

1) Craft your messaging to focus on user needs and benefits.
2) Include at least one of the keywords in your ad group’s headlines.
3) Avoid generic sales language.
4) Implement all ad extensions that make sense.
5) Optimize your landing page.