Digitial Marketing, Chapter 6

Ads in search results continually evolve, but they generally have five key elements:

(1) Final URL, (2) Headlines, (3) Display path, (4) Description(s), and (5) Ad extensions.

Return on Advertising Spend (ROAS). Return on ad spend is not shown in the above report, but it is an important metric. The formula for calculating ROAS is: _______

(Total Profit/Total Adspend) × 100 = ROAS

call only ads vs. call extensions

-Call-only ads make the phone number the main content of the ad. -A call extension is an additional line appended to a usual search ad that allows users to click to place a phone call.

As with any kind of advertising, there is no guaranteed method for writing ad copy that will outsell one's competitors. But there are some guidelines that can help maximize the likelihood of success with search ads. When working on writing ad copy, web designers should remember to include three things in each ad:

-Keywords for relevance -Unique Value Proposition (UVP) -Call to Action (CTA)

Campaign Types

-search network only -display network only -search network with display select -shopping

Other Types of PPC Ads in SERPS

1) shopping ads 2) Google Maps ads 3) call-only ads 4) dynamic search ads 5) remarketing lists for search ads

Ad Group

A collection of ads within a campaign that corresponds to a group of related keywords.

Campaign

A component of your account that allows you to focus your advertising on specific products or services. Each campaign can contain multiple ad groups.

Ad Extensions.

A feature that shows extra business information with your ad, like an address, phone number, store rating or more website links

Suggested ____. Using historical data, Google looks at what other advertisers are paying per click to advertise on that keyword. Advertisers use this information to determine how much they can expect to pay per click to advertise on specific keywords.

Bid

Call-only Ads.

Call-only ads make the phone number the main content of the ad.

Level of ______. High-competition keywords mean that relative to other keywords, a higher number of advertisers bid on that keyword. Keywords with high search volume and low competition are ideal for getting the most traffic for the least amount of money (though they may convert at a low rate). Keywords with low search volume and high competition tend to send less traffic and cost more money per click.

Competition

_______ Research. While searching from the perspective of a shopper, take special note of who is advertising for those keywords. Using keyword research tools, input their URL to estimate what those competitors pay per click to advertise on those keywords. One can also gain insights into what other keywords they have selected as relevant places to advertise, and determine if competing on those same keywords is possible. If not, consider variations of those keywords where the competition may not be choosing to advertise.

Competitive

cost per click formula

Cost / Clicks

Impressions. _______ counts as an impression, even if the searcher does not see the ad or click on it.

Each appearance of an ad on the SERP

Each time an ad has a chance to rank on a keyword, Quality Score is recalculated to see how it stacks up to the other competing ads. Three main criteria affect Quality Scores:

Expected CTR. Ad relevance. Landing page experience.

Search For Yourself.

First, imagine being in the shoes of a potential customer. Sit down at the computer, think about what those customers would search, and start typing in what comes to mind.

_______. The tools just mentioned are useful for creating a thorough keyword list, but they are costly. Advertisers with a lower budget will likely have to stick with Google's Keyword Planner tool, which is free.

Google Keyword Planner

Keyword Performance Data Metrics

Impressions Clicks CTR CPC Cost Conversions Conversion rate Return on Advertising Spend (ROAS) Cost per Action (CPA)

Advertisers do not have the ability to control when and which ad extensions appear, but each advertiser does have the ability to opt in to each ad extension individually. Other ad extensions include the following: -______ extensions to display store addresses with a link to Google Maps -Offer extensions to include printable _____ for offline purchases -Shopping star _____ ad extensions -Reservation extensions for travel/hospitality -Call extensions to allow mobile searchers to call the store directly

Location; coupons; review

______. Advertisers should choose a name that will help them remember the promotions, keywords, ads, and landing pages associated with the campaign.

Name

______ Reports During ad campaigns and keyword bidding, running a Search Query Report shows some of the searches that resulted in an ad click. This report is valuable because it shows where Google chose to show an ad. As in this example, keywords will often show up that don't make sense, and an advertiser would rather not let Google show his ad on that keyword again.

Search Query

______. Think about what the searcher wants and what your website provides.

Searcher Intent

Here are four initial things to consider for each keyword:

Searcher Intent. Average Monthly Searches. Level of Competition. Suggested Bid.

Shopping Ads.

Shopping ads display product images and prices instead of just text.

Google Maps Ads.

Text ads can be displayed when someone is searching on Google Maps: These ads can be set up by simply connecting a business's local listing on Google My Business with its Google Ads account.

Search network only:

This allows advertisers' text ads to display on the keywords they target in Google SERPs and other websites that use Google's search engine results, like AOL.com and Ask.com.

Search network with display select:

This allows text ads to display on the keywords a company selects in Google SERPs, other search sites that use Google's search engine results, and websites that display text and banner ads distributed by Google that have content Google deems relevant to the company's ad. This campaign type should not be used in most cases.

Shopping:

This campaign type allows an advertiser to separately manage its Google Shopping Ads.

Display network only:

This campaign type is for running text and banner ads across Google's ad network, an enormous list of websites that have given Google permission to run Google's ads on their site. With this campaign type, a company's ads are never shown in Google SERPs.

Quality Scores. Google defines Quality Score as _____. Higher Quality Scores can lead to lower prices and better ad positions.

a measurement of how relevant your ads, keywords, and landing page are to a person seeing your ad

The term "keyword" can refer to ______.

a single word or an entire phrase of multiple words

At the ______ level, advertisers add their credit card information to pay for all of their clicks. Their accounts must be tied to an email and password, created at ads.google.com.

account

Broad Match.

all search volumes for a keyword idea, including synonyms and related words. 'broadly' matches that keyword

Determining Ad Rank based on both the _____ and ______ ensures that search advertisements stay relevant to searchers, which increases the proportion of people clicking on the ads, which in turn means the search engine makes more money.

bid amount; quality score

To use exact match for a keyword, the advertiser places _____ around [a keyword]. The fundamental advantage of using exact match is that the advertiser will waste little to no money advertising to searchers that are not interested in the advertiser's products. The disadvantage is that the advertiser is likely to miss out on valuable advertising placements when searchers search for the advertiser's product using an unanticipated variation.

brackets

Instead of setting a CPC bid, advertisers can also specify a CPA (_____) bid for each keyword, which is the amount the advertiser is willing to pay for each conversion. In reality, an advertiser's CPA bid is converted to a CPC bid based on historical conversion rates. For example, an advertiser with a 4% conversion rate who bids $20 CPA would in essence be submitting a OPC bid of 5.80 ($20 *04).

cost per action

Clicks. A click is counted ________.

each time a searcher clicks on an ad in the SERP

If a digital marketer is unsure as to whether paying for ads on branded keywords is effective, he or she should run an ______.

experiment

Remarketing lists allow advertisers to create ad campaigns specifically for searchers who _______. Knowing that a consumer has recently visited the advertiser's website and browsed handheld drills, for example, might make the advertiser want to pay more for prominent placement when this consumer searches for drills. Like dynamic search ads, remarketing lists for search ads should likely only be used if other search ads are optimized and the advertiser has budget remaining.

have previously visited their website

Exact Match.

match an exact match keyword if the search is a close variant of the keyword - A close variant includes misspellings, abbreviations, and even synonyms.

It can often be helpful to instruct the search engine where not to display an ad. For example, if a company sells men's athletic shoes, but it does not sell men's dress shoes, it should add dress as a ______ keyword to ensure that no matter what search query a consumer enters, the ad will not be displayed if the word dress is used.

negative

To this day, Google still makes more money from its search ads than from all of its other revenue sources combined. All of the search engines today have adopted the same ______ (PPC) advertising model used by Google's search ads.

pay-per-click

CTR. The click-through rate (CTR) is the ______. CTRs vary by industry, advertiser, ad position, keyword, ad text, and so on.

percentage of impressions that yield a click

Conversion Rate. The conversion rate is the ______.

percentage of visitors who convert

Advertisers select when to show their ad based on (1) the search _____ entered by the searcher and (2) other ______ of the search, such as the searcher's location, a device used (mobile, tablet, or desktop), time of day, etc.

phrase; characteristics

Conversions. Multiply the ______ by the ______. That number should surpass the total cost to advertise on that keyword. If not, advertising on that keyword is not profitable.

profit per sale; total number of conversions

To use phrase match, an advertiser puts ______ around "a keyword". An important distinction between exact match and phrase match is that phrase match can also include _______. A phrase match on "wakeboard sale"

quotation marks; additional search words that do not match the keyword

Phrase match.

show ads on searches that include the keyword, close variants, or other terms with a similar meaning.