week 5

Question 1

what is search engine optimisation (SEO)

Answer 1

is a marketing discipline focused on growing visibility in organic (non paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines

Question 2

what is search engine marketing (SEM)

Answer 2

is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.

Question 3

what is PPC

Answer 3

stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC

Question 4

when to choose SEM over SEO

Answer 4

Organic listing isn’t performing (could be a new listing, or non optimized website.)

When your target is defined and utilizing google for their product search.

when the cost per click amount per lead makes business sense

Question 5

what are extensions on ads

Answer 5

Extensions make your ad larger and more robust, giving people more reasons to take action directly from your ads.

Question 6

list the extensions you can have on an ad

Answer 6

• sitelink extensions
• callouts
• structured snippets
• location extensions
• promotion extensions
• call or message extensions

Question 7

what is a sitelink extension

Answer 7

Direct people to specific pages on your website – your opening hours, a specific product or more.

Question 8

what is callouts

Answer 8

when customers see your ads with callouts, they see a larger ad with more detailed information about your business, products and services.

Question 9

what are structured snippets

Answer 9

Entice users by highlighting specific aspects of your products and services in your ads.

Question 10

what are location extensions

Answer 10

Geo-based information to promote local business.

Question 11

what are promotion extensions

Answer 11

Ideal for a specific time period (ie. for holiday sales)

Question 12

what are call or message extensions

Answer 12

To get calls or text messages from prospective customers.

Question 13

quality score?

Answer 13

• the relevance of your website
• A low quality score means that we think your ad, keywords, and landing page aren’t relevant, while a high quality score means that we think that your ad, keywords and landing pages are very relevant.

Question 14

key success factors

Answer 14

• Be clear about what you’re promoting.
• Be relevant.
• Match the description to the headline.
• Match your ad to your landing page.
• Make sure that your ads are approved.