Chapter 6 Paid Search SEM

Chapter 6: Paid Search SEM QUIZ: 1. Which of the following is NOT a match type for selecting search ad targets? a. Precise match 2. An advertiser wants to show search ads to people searching for running shoes. She wants her ad to show only for searches who use “running” or a close variant, but she wants to allow for broader matching to “shoes”. Which keyword will accomplish this? a. + running shoes 3. A website that sells high-end ties notices that its ads are showing up for searches that include “cheap”. Because its ties are expensive, it does not want its ads to show up for searchers using the word “cheap”. What should this advertiser do? a. add the word “cheap” to its negative keyword list 4. An experiment at eBay showed that advertising on branded keywords (searches that included “eBay”) were not profitable because a. searchers clicked the organic listing when the advertised listing was not available 5. In what way is the Final URL the most important part of a search ad? a. If the final URL is wrong, searchers cannot reach the website properly 6. Which of the following is NOT recommended to be shown in a search ad? a. reference to competitors 7. To conduct an A/B test on ad copy, an advertiser merely has to a. create multiple ads in an ad group 8. Which of the following is NOT used when calculating an ad’s Quality Score? a. Organic search ranking 9. Return on Advertising Spend (ROAS) cannot be calculated within an AdWords account unless a. conversion tracking is set up properly in analytics (or Tag Manager) and connected to the AdWords account 10. An ad’s location, bid strategy, daily budget, ad extensions, and more are all determined at what level within the AdWords account? a. The campaign level Irene’s Notes: -Understanding clients' digital marketing goals in order to translate goals into executable strategies through ongoing maintenance and enhancements. -Owning the entire organic and/or paid growth channel, driving numbers, converting into real leads and ultimately revenue. -Identifying KPIs and completing work as needed to improve clients' site rankings and click-through rates in major SEss. -Working with production teams, ensuring architecture is aligned with SEO / SEM goals. -Completing site audits accounting for technical, on-page and off-page factors. -Reviewing a prospect's key SEO / SEM metrics to create program recommendations and communicate these recommendations to help the sales team on a pitch. CUSTOMER INSIGHTS: - From a parent’s point of view, “screens are such an easy babysitter for your kid,” said Kathi Chandler-Payatt, executive director and media entertainment analyst at The NPD Group. - Because parents grew up with Disney content themselves, “it gives you that peace of mind” that the material will be kid-appropriate. And once parents get it, she said, they’re likely to keep it. “The parents are not going to cancel Disney+ if their kids have shows on it that they watch and rewatch.” - THE QUALITY SCORE IS MADE UP OF 3 DISTINCT FEATURES: 1. Landing page experience 2. Expected CTR 3. Ad relevance - PPC / SEM ANALYTICS With a budget of $1000 & an average CPC of $2.50, how many clicks can the advertiser receive before their budget is exhausted? ANSWER: 1000 / $2.50 = 400 clicks - Know Keyword Stemming: Take the word “search” and make additional keywords out of words such as “searcher,” “searches,” “searching,” “searched,” and “searchable.” - Using keyword stemming on the word “search” would bring in hits for each of the stemmed keywords when they are searched for. - Keyword stemming for SEO / SEM is a great traffic draw for a website. A wider variety of keywords through keyword stemming also avoids keyword stuffing and repetitions that might blacklist a website from a SE when it is actually not attempting to fool the SE. - Common elements of high performing text ad: 1. 2. 3. 4. KEYWORD RELEVANCE AN ENTICING UVP OBVIOUS CTA AD EXTENSIONS How much will the advertiser spend? Unlimited budget, Average CPC of $1.00, CTR of 1.8% = (.018), 60,000 impressions ANSWER: (60,000 * .018) * $1 = $1080 With a CPA of $15.00 and an average CPC of $3, how many clicks can you get before you get a sale? What should be your target conversion rate? ANSWERS: $15 CPA / $3 CPC 1 Conversion / 5 clicks = 5 Clicks to get a Sale = 20% Target Conversion Rate CAMPAIGNS MESSAGES SHOULD BE: - Relevant - Creative - Meaningful - Impactful - Resonating - Surprising