Exam 2 (Ch 5-8)

how does a publisher benefit from display ad networks?

The publisher gets paid a percentage of the revenue made each time the display network charges an advertiser, but the publisher also only has to coordinate with the ad network rather than hundreds of advertisers.

Anchor Text

The words that appear clickable in a text link.

Backlinks from related/relevant websites

If a page has a number of backlinks from pages with a similar topic, these backlinks matter more because they are considered expert endorsements.

how does an advertiser benefit from display ad networks?

The advertiser makes money from the traffic to their website that comes from hundreds or thousands of different websites, but the advertiser only has to coordinate the ads with the one ad network

how does an a display network benefit?

The display ad network makes money by charging the advertiser to display the ads on the network.

Google Ad ad

ads are created within the ad group

dynamic search ads

ads generated automatically based on the content of a website

timing (paid search)

advertiser can restrict the ads to show only during certain times ( a restaurant who serves only lunch should be more aggressive at advertising during lunch time)

language (paid search)

advertisers should remember not everyone within a particular geography always speaks the same language so segmenting based on language can be effective

conversions

Each keyword an advertiser bids on should produce conversions

"nofollow" attribute

HTML coded into a link the web owner doesn't want to count as endorsements (ex: someone posts a link in a comment section back to their own website)

Call to Action (CTA)

"get a free quote" "switch & save" "save on insurance"

click-through rate (CTR)

% of impressions that yield a click (clicks/impressions)*100

conversion rate

% of visitors to a website who make a purchase

Return on Advertising Spend (ROAS)

(Total Profit/Total Ad spend) × 100

display networks

-Group of online publishers that agree to online ad standards set by company running an ad network -decides size ads can be displayed on publisher sites -coordinates which ads are displayed on which websites at which time -collects payment from advertisers and pays publishers their portion of the advertising revenue -reports the ad performance metrics to the advertisers

negative keywords

-Keywords that prevent an ad from showing up -ex: if a company sells athletic shoes, the keyword dress could be added as a negative keyword so the ad for the athletic shoes wouldn't appear when "dress" is searched - advertiser adds negative sign in front of -keyword

anchor text (as a popularity metric)

-Many backlinks use anchor text that indicates the topic of the link (ex: "Here's a great site on fly-fishing.") -If the anchor text of the backlinks to a page uses relevant keywords, the value of these endorsements increases.

editorial earned links

-links given spontaneously by another webmaster because he or she likes the page's content -endorsements -improves page rankings on search engine -do this by 1) create high-quality, likable content and 2) "greasing the wheels" or conducting outreach to increase webmasters linking to that content

3 guidelines for writing ad copy

1. keywords for relevance 2. unique value proposition (UVP) 3. call to action (CTA)

Headline 1 (ad)

-Shows up at the top of the ad and can be up to 30 characters long (before the "-", big blue wording that appears in a google search) -shows if relevant to the search term

google maps ads

-Text ads can be displayed when someone is searching on Google Maps (restaurants, local businesses) -can be done by connecting one's business to "Google My Business"

exact match keywords

-ad shows only when someone searches for your keyword or close variants (misspellings or abbreviations) of your keyword -to do this place brackets around the [keyword]

CPC bidding for display ads

-advertiser only pays when the displayed ad is clicked -CPC = CPM/(1000*CTR)

bid amount

-advertisers indicate the maximum they are willing to bid for their ad to show up for each keyword -the winning big gets the best ad location on the SERP

Headline 2 (ad)

-after the "-" following headline 1 -usually contains a call-to-action

Sitelink Extensions

-allow advertisers to give users the option to land directly on specific pages of your site -takes up more room on the SERP -advertisers cannot control when and which ad expansion appears but they are likely to increase CTR

content marketing conversion

-an overly aggressive attempt at conversion can be off-putting to customers -may be low in short-run

Callout Extensions

-appear below ad description text -Add additional text to your ad, like "free delivery" or "24/7 customer support"

phrase match keywords

-between exact and broad match -shows ads on searches that include the keyword, close variants, or other terms with a similar meaning -advertiser puts quotation marks around the "keyword"

quality score

-calculated metric used to determine where an ad will appear -measurement of how relevant your ads, keywords, and landing page are to a person seeing your ad -effected by three factors: 1) expected CTR (more clicks=better position) 2) ad relevance (keywords advertiser bids on should be used in the ad and landing page) 3) landing page experience (high bounce rate indicated negative information and lower ad ranking)

Google Ad Heirarchy

-campaign -ad group -keywords -ads

advertisers

-create and upload ads that meet standards of display network -manage budgets on platform provided by display network -set parameters regarding the types of internet users they want to see their ads -receive reports on where their ads were displayed -earn traffic to their website from these displayed ads

content marketing

-creating media content that entices and engages potential customers and has a commercial benefit for the publisher -For content marketing to work, the content has to have sufficient appeal that users want to read, watch, or listen to it independently of its commercial connection -awareness, interest, desire, action

shopping ads

-display product images and prices instead of just text -show in top left of SERP or right side of search results

description text (ad)

-helps highlight the most important details about your product or service and why search users should click through -allows up to 80 characters

backlinks

-links from external sources pointing to that webpage

manual earned links

-links one earns through direct effort, but still require a third party to sign off on them -ex: one submits a website to a directory, the link comes directly from the work of the submitter, but the directory must approve the listing -has positive effect on rankings

manufactured earned links

-manufactured by the webmaster without any third-party approval -ex: find a blog with an open comments section, and include a link in a comment on the blog

pros to branded keywords

-most companies earn top ranking on searches that include their brand name -keeps competitors from advertising on your brand name and taking your customers -ads on company brand name are inexpensive -buying ads allows companies to take up more space on the SERP

publishers

-must create an account with the display ad network to join -website must fit the specifications dictated by the ad network (ex: right sized spaces set aside for ads) -publisher must incorporate code provided by network allowing them to upload their chosen ads -paid a percentage of the revenue the display ad network charges advertisers

content marketing creation

-must have good, appealing, entertaining content -keywords can give ideas for content (SEO) -news, media, blogs

content marketing distribution

-optimize content for a particular high-volume Google search -social sharing -Email is especially good for business-to-business companies -paying for exposure through ads

link diversity

-page's backlinks are likely to come from a variety of different domains with different IP addresses -link diversity enhances the page's popularity

paid links

-paid for links, sponsored -not natural or endorsed -"nofollow" attribute should be attached

CPA bidding for display ads

-pay only when their advertisements result in successful conversions -website must have conversion tracking activated in its web analytics package so that the ad network can verify the number of conversions occurring on the website -CPA = CPM/(1000*CTR*CR)

CPM bidding for display ads

-payment method of traditional advertising -If an online advertiser pays $2 CPM, the advertiser would owe $2 every 1,000 times the display network displayed its advertisement. So if the ad were shown 10,000 times, the advertiser would owe $20 whether the ad yielded 20 clicks or 200 clicks. -Break Even CPM = Profit per conversion * 1000 * CTR * CR

call-only ads

-phone number is the main content of the ad -ad type charges per phone call

natural outbound links

-relevant and fits naturally into the article -a citation the author uses for the reader's reference -search engines favor these natural links -clickable words in text called "anchor text"

broad match keywords

-shows the ad to any search that 'broadly' matches that keyword -ad will show to anyone doing a relevant search to their product (breadth)

cons to branded keywords

-some marketers believe it wastes money and are ineffective -money could be spent on an ad that a customer clicked on but would have purchased from them anyways

The "href" attribute in HTML

-specifies the URL of the page the link goes to -if the "href" attribute is not present, the "<a>" tag will not be a hyperlink

natural internal links

-take the site visitor elsewhere in the site -improve site navigation and user experience

audience targeting

-target audience based on interest (book lovers, gamers) -first Google constructs "in-the-market" audience who they believe is already researching a potential purchase -second Google allows advertisers to "retarget" those who have already visited their site

HTML (Hypertext Markup Language)

-what links are made up of -basic programming language that powers webpages

3 broad methods of targeting that Google offers

1) audience 2) demographics 3) content

Google Ad ad group

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

Google Ad campaign

A component of your account that allows you to focus your advertising on specific products or services

link freshness

A high-quality website will continue to receive new backlinks

You have a website that sells widgets, and you have a category page specifically for blue widgets. After some extensive outreach efforts, you are able to gain 100 links to your blue widgets category page, but no links to your homepage. How will these new links affect the rankings of your homepage on relevant searches? A. They will improve homepage rankings B. They will damage homepage rankings C. They will have no effect on homepage rankings D. They will improve homepage rankings on searches for red widgets but damage rankings on searches for yellow widgets

A. They will improve homepage rankings (any attention to your website will improve your rankings in general)

Sending out press releases to entice news organizations to do a story about a company can result in links from these news organizations' websites. These links would be considered A. editorial links B. manual links C. manufactured links D. nofollow links

A. editorial links

Writing a blog post for someone else's blog and including links to one's own site would give a website what kind of links? A. manual links B. editorial links C. manufactured links D. nofollow links

A. manual links

Which of the following is NOT recommended to be shown in a search ad? A. reference to competitors B. unique value proposition C. call to action D. keywords

A. reference to competitors

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 B. branded keywords are especially expensive on search engines C. eBay's analytics showed that the ROAS was low D. search advertisements generated almost no clicks

A. searchers clicked the organic listing when the advertised listing was not available (they are going to ebay regardless of the branded keyword ad)

A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that A. the content will have built-in distribution B. a high conversion rate is almost guaranteed from search engine traffic C. the content is not likely to have any competition D. earning high organic rankings typically happens instantaneously

A. the content will have built-in distribution (think of Gilette example)

cost

Avg. CPC * clicks

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] B. +running shoes C. "running shoes" D. +running +shoes

B. +running shoes

In what way is the Final URL the most important part of a search ad? A. Quality score is calculated based exclusively on the final URL B. If the final URL is wrong, searchers cannot reach the website properly C. The final URL is bolded for users, so it most readily entices a click D. As the longest part of the search ad, it takes up the most space

B. If the final URL is wrong, searchers cannot reach the website properly

Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website? A. Links from 10 websites are more likely to generate social sharing B. Links from 10 websites mean a higher link diversity than links from one website C. Many links from the same website are a signal of black-hat SEO D. Search engines only register one link from any given domain, so they only count the 100 links from the same site as a single link.

B. Links from 10 websites mean a higher link diversity than links from one website

Which of the following is NOT used when calculating an ad's Quality Score? A. Ad relevance B. Organic search ranking C. Expected CTR D. Landing page experience

B. Organic search ranking

Two competing websites have the same number of links. Website A received all of its links between January 2016 and January 2017. Website B received its links from January 2016 to the present. Which website is likely to rank higher today for a search that is equally relevant to both sites? A. Website A, because of legacy rankings (it was ranked higher in the past, and Google will continue to rank it higher regardless of current status). B. Website B, because it has higher link freshness. C. They will be equally ranked, so Google will determine the higher-ranking site by random selection. D. Website A, because it initially had a faster pace of link generation.

B. Website B, because it has higher link freshness.

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. use only exact match in its keyword lists B. add the word "cheap" to its negative keyword list C. change any modified broad match keywords to broad match keywords D. change exact match keywords to phrase match keywords

B. add the word "cheap" to its negative keyword list

To conduct an A/B test on ad copy, an advertiser merely has to A. create multiple ad groups, each with a different ad B. create multiple ads in an ad group C. create multiple accounts D. create multiple ad campaigns, each with a different ad group

B. create multiple ads in an ad group

Which of the following is NOT a match type for selecting search ad targets? A.broad match B.precise match C.exact match D.phrase match

B.precise match

Content marketing differs from advertising in that A. it is illegal to pay for distribution of content marketing B. advertising content requires more time and energy to create C. content marketing is meant to entice readership/viewership on its own merits D. content marketing cannot contain calls to action

C. content marketing is meant to entice readership/viewership on its own merits

keywords for relevance

CTR tends to improve when searched keyword is in the ad

I place the following link on my website: <a rel="nofollow" href="http://jane.com">Fashion deals</a>. How will this link be treated differently by the search engines? A. Instead of navigating the current window to jane.com, it will create a new window for jane.com. B. The link will show up as an 'unsecured' link. C. The link will be used for an image rather than show anchor text. D. The link will not pass link authority to jane.com.

D. The link will not pass link authority to jane.com. ("nofollow")

An editorial link is A. a link created in a quid pro quo agreement with another website owner B. a link created by a newspaper editor C. a link created by submitting one's own site to a directory or local business archive D. a link created voluntarily by another website owner because he/she values the website's content

D. a link created voluntarily by another website owner because he/she values the website's content

Return on Advertising Spend (ROAS) cannot be calculated within an AdWords account unless A. the advertiser has achieved at least 50 conversions within the past month B. the advertiser spends a minimum of $250 per week on AdWords C. the advertiser has a six month history of AdWords advertising D. conversion tracking is set up properly in analytics (or Tag Manager) and connected to the AdWords account

D. conversion tracking is set up properly in analytics (or Tag Manager) and connected to the AdWords account

An ad's location, bid strategy, daily budget, ad extensions, and more are all determined at what level within the AdWords account? A. the ad level B. the ad group level C. the keyword level D. the campaign level

D. the campaign level

What is the anchor text of this link: <a href="http://jane.com">Fashion deals</a> A.<a href> B.</a> C."http://jane.com" D.Fashion deals

D.Fashion deals

geography (paid search)

Search engines allow advertisers to specify the geographic regions they wish to target with their ads (if product is only available in the US, should only be advertised to the US)

social sharing

Search engines recognize that if people are posting links to a website on their social network profile, it has worthwhile content and deserves to rank well for relevant searches.

The text header tags in HTML

are denoted as <h1>, <h2>, <h3>, etc

Unique Value Proposition (UVP)

communicate what sets them apart from their competitors

3 goals of content marketing

content creation content distribution content conversion

linkable content

content that other webmasters consider worth linking to

Rule of Thumb

create a new ad group and new landing page for every 5-10 keywords

The "<a>" tag in HTML

defines a hyperlink which is used to link one page to another Ex: "<a href="https://www.w3schools.com">Visit W3Schools</a>"

Cost per Acquisition (CPA)

determines how much it costs, on average, to reach a site's desired conversion ($$ spent on advertising/ # of sales)

Cost per click (CPC)

determines if search ad is profitable

clicks

each time a searcher clicks on an ad in the SERP

three types of earned links

editorial, manual, manufactured

Branded Keywords

keywords directly associated with your brand, products and services.

link neighborhood

quality and reputation of websites linking back and to

device type (paid search)

search ads should be adapted to differences between desktop, mobile, and tablet

display path (ad)

shows your web address in small font above the headline

impression

the appearance of an ad on the SERP

total number of backlinks

the more cites a webpage receives, the more popular the search engines consider that page to be