iclicker questions

Are there criteria for selecting keywords? Which are most important?

search volume, suggested bid, competition, and search intent are the 4 criteria by which to choose keywords. of PPC

Which one of the following metric types is considered a vanity metric:

Reach

When search engines like google analyze PPC search ads to determine their relevance and quality, they look at the following factors

- landing page performance - keyword consistency throughout ad elements - product consistency throughout ad elements - grammar and spelling

what happens if I do not compete a round in the simulation by that weeks deadline?

10 points will be deducted from final score

What is a Data Controller?

An entity that obtains a subject's data

Interest- based display ads are designed to build interest or with a target audience. What stage of the buyer's journey does this type of advertising align with?

Awareness Stage

How do you determine which is performing better than another? Is there a certain metric I should focus on?

CTR tend to improve then keywords being searched is in the ad. This is a first indication to the searcher that the ad has exactly what they're looking for. An advertiser should constantly strive to increase the CTR no matter what the current CTR is.

why can't put $100 behind a keyword to make sure we get priority?

Competitors may set a high bid, just under yours, with the intent of exhausting your budget quickly.

If a Display Ad align with the Awareness Stage of the buyer's journey, what stage of the buyer's journey would a Retargeting Ad align with?

Decision Stage

Which social media KPI does this SMART goal represent? "Increase traffic to special offers page by 40% before the end of the year by running products promotion campaigns using Facebook and YouTube"

Engagement

what is an example of a SMART goal?

Ensure that 25% of visitors to our special offers page come from our social media channels before the next year

In PPC ads, ad experience relates to:

How well the ad copy relates to the keyword search, and how well the ad copy relates to the landing page

The number if times your ad is shown to viewers in the SERP is called?

Impressions

In PPC ads, what metrics are typically referenced when setting and optimizing campaigns for top of funnel goals such as brand awareness?

Impressions and clicks

I'm starting an interest campaign. I've got an audience of about 15,000 with interests in skateboarding, snowboarding, and outdoor recreation. How do I know if I'm doing my targeting right?

Impressions, click-through rate, and conversion rate are the best metrics for determining if you've targeted the right audience and created a good audience size.

What's the difference between SEO and paid or PPC keywords?

Keywords for PPC depend more on search volume, competition, and search intent as ads are directly competing with competitors over highly used, purchase-intent keywords. SEO focuses primarily on keyword difficulty.

I feel like I'm doing a lot to improve my ads, but it seems like I'm hitting a wall. Is there something I can do to optimize my campaigns further?

Reorganizing your keywords by best-performing, moderate-performing, and low-performing enables digital marketers to have finer control of their campaigns. You can bid, create ad copy, and design landing pages more precisely, increasing ad relevancy.

What's your strategy with the retargeting campaign? And what will you use to measure performance?

Retargeting ads have higher conversion rates and ROI because the companies that employ them use cookies to put them in front of recent visitors to certain pages. Interest-based ads aren't as effective for ROI since they cast a wider net and often reach people who are unfamiliar with a brand or product.

What does SERP stand for?

Search Engine Results Page

How can I improve my website and landing pages? What kind of factors could influence sales through website and landing pages .

The reason dedicated landing pages tend to outperform any existing pages of the website is that dedicated landing pages can be crafted to precisely match the message of the advertisement so that visitors' expectations and interests are addressed precisely. Landing pages should match the advertisement on three dimensions: product (or service), message, and visual components.

Why would I want to bid on my own branded keyword?

To protect my brand from my competitors ads targeting my keywords

what other search engines compete with google?

Yahoo

Yes or no: when searching on a search engine, can a keyword be more than one word?

Yes

Any suggestion on how to increase performance without raising my budget?

ad quality, budget allocation, and competitive bids are 3 ways to improve campaigns even with a tight budget. Even though resources may be limited, getting every resource to where it will have the most worth and impact is essential.

what's your strategy to reach your clicks goal for the backpack campaign?

finding winning combinations of keywords is a solid strategy for increasing clicks. Ads are nothing without keywords, so selecting ones that best match search intent will make the ad more relevant to searches, leading to more clicks.

with past digital marketers, we've had an issue with poor budget allocation, which resulted in low return on investment (ROI). what's your budget allocation plan?

high revenue, conversion rate, and ROAS are the most important metrics for determining budget allocation especially the longer your campaign continues. These KPIs indicate when you have good or better ROL and if there's a possibility of ROI.

why should marketers in the US care about GDPR?

if a US company markets or processes data that belong to EU citizens, ti can still be held accountable and fined according to GDPR regulations

How do I know if I should lower or increase my bid to improve keyword performance?

impressions are a key metric for analyzing keyword performance. When first testing a keyword, getting a low # of impressions likely indicates that you're consistently being outbid and you need to increase your bid. If impressions are too high, then there's a wider gap between your max CPC and average CPC, which means you might be paying more on average than you would if you had a smaller margin.

Do landing page conversions have an impact performance of your ad?

landing pages and ads work together to convert a customer. A landing page is a page that people see when they click on ad. Landing pages often do not link back to the main website at all, so they do not have to follow the same structure or color scheme as the main website.

what factors are you going to focus on to optimize the click-through rate?

purchase-intent keywords indicate intent to buy, and inclusion of those keywords in ad groups and ad copy should increase clicks and CTR. Think about what a keyword tells you about what the searcher wants.

A lookalike audience is made up of people who:

share the characteristics of your existing audience

what are the best key performance indicators (KPIs) to analyze for top-of-funnel (brand awareness) and bottom-of-funnel (conversion) campaigns?

the conversion rate, ROAS, and revenue metrics are the most important for bottom-of-funnel campaigns as they indicate how well your ads helps people convert and how much more potential there is for conversions from an audience.

social media audit will provide you value in all of the following areas EXCEPT

you can negotiate rates with a social advertising vendor