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