marketing chapter 12
steps for ppc ad (dsrbcst)
1. Define the audience 2. Set an objective 3. Research the keywords 4. Build a landing page 5. Create the PPC ad 6. Set ad keyword bids and targeting options 7. Test the ad (A/B testing)
The second position gets about ____ percent of the clicks
15
The search result in the first position typically gets ___ percent of clicks
33
Survey of 600 U.S. and Canadian small to medium-sized businesses revealed that ___ do not have an SEO strategy - and ___ have no plans to create one this year
57%, 23%
The third position gets about ___ percent of the clicks
9
Studies show that about ___ percent of people never review what is listed past the first page of search results
90
The first page of search results get about ___ percent of all clicks
94
relevancy optimization
Optimization to improve how a search engine evaluates relevancy is "on-page" or "on-site" SEO
_____ is a heavily competitive and frequently changing landscape that requires quick adaptation.
SEO
_____ can heavily influence a company's success by driving traffic toward or away from a page.
SERP
two key aspects marketers use digital to improve AIDA
Search Engine Optimization (SEO or organic search) Digital Advertising (PAID advertising)
indexing
Search engines create an index of all content stored online
crawling
Search engines use "crawlers," programs that visit every page of each site online to determine what content they hold
Search engines evaluate the text of a page's ____
URL
Search Engine Marketing
When an ad appears as though it is an organic search result however, it is actually "sponsored content"
pay per click: quality score
a Google metric that considers keyword quality, ads, and landing page experience
Advertisers set up remarketing campaigns to show
ads to people who've visited their websites
the people or organizations that create and pay for the ads that through the GDN
advertisers
unique content is not found _____ ______
anywhere else
another goal of seo is to appear _____ of the first SERP, or as close to it as possible
at the top
Chrome, Firefox, Edge, Safari, Opera, Explorer, Brave are all
browsers
pay per click: Usually a button on the landing page that clearly indicates what is hoped a visitor will do as a result of visiting the page
call to action
pay per click: represents the percentage of clicks to impressions
click through rate
Pay-Per-Click ads charge the marketer only when an ad is ____
clicked
pay per click: Occurs whenever a PPC ad is clicked upon
clicks
providing value to visitors (site stickiness - how long visitors stick around)
content
pay per click: occurs when web visitors take the desired action on the landing page that the ad takes them to, such as making a purchase, subscribing, registering for an event, etc.
conversion
Remarketing CURRENTLY relies on the use of _____
cookies
pay per click: the amount of money an advertiser pays when someone clicks on its ad
cost per click
when finding a keyword be ____
descriptive
looks good on ALL devices, although MOBILE FIRST is key (not aesthetics, but visibility)
design
Factors of Relevancy Ranking
design, content, keywords and titles, page text, URLs, length, unique content, images, bounce rate and dwell time, page load time
Marketing is steadily becoming a more ____ exercise
digital
Google search implies that ____ page must be _____ for searches
each, optimized
Page text: Including keywords in the ____ ____ ____ of text on a web page is another way to improve a page's rank.
first paragraph or sentences
how to determine relevancy ranking: Search Engines use the ______ of links from quality sites to determine a quality score (OFF-SITE SEO)
frequency
display ads appear throughout websites are _____ and vary in ____
graphic size
higher quality score means
higher rank on SERP
pay per click: Occurs each time an ad is displayed
impression
To find relevant content on web pages, search engines are constantly performing two tasks:
indexing and crawling
a quality ad should create visual ____ it should communicate a compelling ____ it should invite action through an easy-to-see ___ __ ___ it should ____ messages between ad and landing page
interest, value proposition, call to action, synchronize
where we place ___ makes a difference
keywords
when fining a keyword use multiple
keywords or keyword phrases
pay per click: website page that visitors are directed to when they click on a PPC ad
landing page
SEO WORKS BECAUSE PEOPLE ARE ____
lazy
_____ is strength - 400-700 words (currently)
length
pay per click help managing marketing budgets can be more easily ___ and _____ it allows _____ for ad space, which can pit multiple advertisers against one another
managed and measured, bidding
Each page has a "Title" HTML tag, and many experts feel that using keywords in the title of a web page is the
most important on-page ranking factor.
on site seo is
on that website
Google does not rank an entire website, but the individual ____ of a website
pages
how to determine relevancy ranking: When a high quality site (such as Target) links to a smaller site, it raises their ____ _____
quality score
Search Engines consider a page's _____ and its _____ (AKA authority)
relevancy, popularity
A practice whose goal is to make a website easier to find by ranking high on a search results page
search engine optimization
google is a __ ____ but chrome is the _____
search engine, browser
Google (92%) Bing (4%) DuckDuckGo (1%) Yahoo (1%) are all
search engines
a goal of seo is to have web pages included in the results of as many ____ as possible
searches
"Word of Mouth" is ___ media now
social
when finding a keyword be ___ but not too much
specific
Remarketing ad campaigns work well because a majority of people who visit websites leave without
taking the desired action
use of keywords is the page ___
text
search ads are___ only they appear in _____ they also have a higher ctr
text, SERP,
advertising network
the company that provides the network and infrastructure
publishers
the people or organizations that own the websites that accept advertising.
site stickiness
time on a page
The search engine bots crawl through ___ ____, not websites, so marketers update ____ pages and signal updates to the bots
web pages, key
off site seo is
what pages link to your website
what is one of the most trusted & successful ways to build BUZZ Hard to manage in scale before social media
word of mouth
Failing to rank high on the Search Engine Results Page (SERP) dramatically limits visibility to those who _________
would buy your product or service
when finding a keyword think like
your customer
