Quiz 6 - Chapter 11
What is relevance determined by?
1. Past click-through rates 2. Text-matching relevance 3. Cookies 4. Associations to the landing page (business partners with strong connections to the search query)
What are the more detailed steps to a paid search campaign:
1. Research: Use tools to narrow down the most pertinent terms being used and determine cost. 2. Build: Develop the campaign by selecting appropriate keywords, match criteria and design Ads. 3. Launch: Watch, monitor and refine results. Use A/B testing to test one ad against another. 4. Analyze and Report: Use reporting tools to understand which ads and campaigns were most successful and determine why. Make a note of any changes for the next campaign.
According to the graph, what are the three parts to the Launch phase:
1. Run campaigns 2. Monitor Results 3. Refine
What are Google's two networks for advertising?
1. Search Network: A broader network which displays ads in response to searches on browsers. 2. Display Network: More targeted network which displays ads on websites pertinent to the ad.
According to the graph, what are the three parts to the build phase:
1. Select keywords 2. Determine match criteria 3. Design Ads
What are the different display Ad formats offered by both Facebook and Google?
1. Text 2. Links ----------- 3. Mobile app/mobile app carousel 4. Desktop app 5. Photo/image 6. Video 7. Rich media 8. Carousel 9. Canvas *All are display ads. Sized to meet the needs of the viewing device and objectives of the advertiser*
What are the different types of Ad formats:
1. Text ads: Can have extensions to provide more info. 2. Responsive ads: Change to fit available space. - ex: desktop ad version to mobile ad version. 3. Image ads: Static or interactive 4. App promotions: Ads aimed at driving app downloads. 5. Video ads: More engaging to viewers 6. Shopping ads: Emphasize product features to encourage purchase on a dedicated shopping page. 7. Call-only ads: Offer click-to-call functionality.
Ad Rank depends on the following:
1. The bid for each keyword (CPC) 2. Quality Score: How relevant an Ad and website links are to the person who will see the ad. 3. Expected impact from ad extensions and other ad formats. Adding additional information (ex: phone number, etc.)
In paid search, the company selects at least _____ keywords for each ad that will then be displayed in the paid search results.
20
The search industry is a _____ billion dollar industry and growing.
40
What is the Google Online Marketing Challenge (GOMC)?
An international challenge where students work with real companies that have never used paid advertising from Google before and they receive a $250 advertising budget. Over a 3-week period, they work to optimize the PPC campaign of these organizations.
What is a conversion?
Any action a visitor takes on your site that is of value, like a purchase or a request for information.
Another area of advertising that is enjoying explosive growth is paid search. Define it:
Any type of paid promotion on social media platforms.
What is another way to conduct research on what to do for a paid Ad?
Ask customers or other stakeholders how they search for your product and monitor their search patterns.
What are Google's 2 native ad templates?
Content ad template and an App Install template
Advertising on a list of websites that have partnered with a search engine to display its advertising on their site is called:
Contextual advertising
What are the two basic formats in paid social advertising?
Display and promoted posts
Define Display URL:
Displays in ad but has link to another page.
In terms of ad dollars, which social media is the fastest growing?
What are Facebook and Instagram's maximum time length for videos?
Facebook = 120 min Instagram = 60 sec
Why is Google concerned with Facebook?
Facebook has 12% of the $186.8 billion global digital-advertising market. While, Google's market share was projected to decline to 31% in 2016.
Top three social networks in terms of ad revenue share: (exact order)
Facebook, Twitter and LinkedIn
Top three social networks in terms of ad revenue: (exact order)
Facebook, Twitter and LinkedIn
True or False: AdWords is not a cost-effective means of advertising for some businesses and nonprofits.
False
True or False: If an advertiser wants to improve the position of its ad in the search results, it can increase the bid but not improve the Quality Score of the ad, or do both.
False; it can improve the quality score of the ad.
True or False: Monitoring budgets is not crucial in the launch phase.
False; it is
True or False: A promoted post on Facebook is the same as a promoted post on Twitter.
False; it is not
True or False: There are more details in an organic search campaign than a paid search campaign.
False; it is the other way around
True or False: The keywords that are bid on must be the same keywords that are entered into the HTML on the advertiser's website, and must have a relationship between the website "landing page" and the keyword term bid on in the campaign.
False; it may or may not be the same as those entered in the HTML.
True or False: Ad formats do not have to match the objective for a particular paid search ad campaign.
False; they should
When you are running an ad campaign anywhere on the web, you must read what?
Format specifications to understand what can and cannot be done with a given format. Some formats are specific to their platforms. (ex: Facebook offers more display formats than any other platform).
What is AdWords
Google's advertising platform.
During launch, advertisers will want to show their ads only at certain _______ and _______. By making use of settings available, the ad will only be displayed when potential customers normally look for the product or service.
days; times
In 2016 more than _______ of digital advertising was spent on mobile devices. Much of what is driving paid search now is mobile technology.
half
Google Analytics determines:
how traffic arrived to the site (search engines or referral sites) and which keywords have been most effective.
PPC ads on Google AdWords are priced on a CPC basis, with the cost determined by the ___________.
keyword
In the Build phase, the advertiser can make the final selection of _______________ to bid on for each ad and each campaign.
keywords
During the launch phase, advertisers make sure to target ads and monitor campaigns. Another technique they might use for increasing CTR is using ______ ______ term for ads targeted to geographic areas.
local search
Multiple platforms will be necessary to reach the target audience with enough frequency and impact. Make sure to choose platforms where content can easily be __________. After choosing a platform and creating content, don't forget to _______.
repurposed; test
How to choose the right platforms, just a few tips:
• Ask who is your target audience • What is their intent • Identify platforms where members of the audience spend time and engage with content • Platforms that stimulate attention are desirable. • It's not just about platform size.
What is the final step after the ad campaign is run?
Measure results
Facebook uses a _______________ template to ensure the ad renders properly for the device or size without additional effort on the part of the advertiser.
Responsive
What is the objective of using AdWords?
To attract the attention of that specific user when he or she is actively searching for information about the business' products or services, and bring him or her to its website.
What are the different formats an ad can take?
Traditional text Video Call only Shopping ads (with high quality images)
True or False: According to the New York Times in 2016, 85 cents of every new dollar spent in online advertising went to Google or Facebook. That translates into $1.48 billion in growth for Google, and $1.0 billion for Facebook. $300 million for everyone else.
True
True or False: Advertisers have been taking advantage of free social media platforms to listen and engage with customers since the platforms inception. More recently there has been a reliance of advertisers on social media intersected with the need of the platforms to monetize their properties.
True
True or False: Advertisers spend much of their energy on search engine marketing, both paid and organic.
True
True or False: Advertisers want the most noticeable position in the results from a customers search query. Top spots on the page is preferred.
True
True or False: Advertising on social media sites is in a constant state of evolution and the ad format that worked yesterday might have changed today. So, the platform itself is the only place you can count on getting information that is up to date.
True
True or False: Choice of networks affects the formats available and the advertising features that can be selected.
True
True or False: Even if an advertiser is the highest bidder, its ads may not show up if there is a poor match between the ad and the landing page (Quality Score).
True
True or False: Facebook ad formats (12) can be paid for either on a per click or a per impression basis and are reviewed before insertion is approved.
True
True or False: Facebook ads can be placed on a desktop news feed, the right column or mobile news feeds. For Instagram ads are placed on mobile ad formats.
True
True or False: Facebooks ad revenue is soaring.
True
True or False: For Facebook and Google (on Youtube) promoted posts, advertisers can promote directly from the post page, specify audience and set a budget, which can be as low as $5 per day.
True
True or False: Google AdWords and Analytics maintain a high market share among both large and small businesses.
True
True or False: Google has the largest market share of the traditional search engines. And search advertising is growing on social networks as more and more users spend their time on those networks.
True
True or False: Google will downgrade the quality score if there are few click-throughs, quick "bounces," indicating little relevance to the searcher.
True
True or False: Google's new formats are more mobile friendly, displaying more copy and easier to read on a mobile device.
True
True or False: Instead of classifying by objective, like Facebook does, Google offers options like including phone numbers, and quoting third party reviews of the product or service. Phone numbers must be verified before being used in an ad.
True
True or False: It might be more expensive to run ads on mobile device, but if the potential customer is making decisions on the go, investment is worth it.
True
True or False: Many of the formats for both desktop and mobile ads remain similar in appearance and the principles of serving ads to targeted audiences remain the same.
True
True or False: Mobile ads are typically more expensive and yield higher revenue.
True
True or False: Native advertising is advertising that matches the format, tone and function of the publication or channel. While sponsored content is one type of native advertising.
True
True or False: Once the advertiser completes the campaign, a preview makes sure that the ad looks like what is expected.
True
True or False: Paid advertisements go across the top of the page and organic results beneath it.
True
True or False: Platforms first try to monetize "native content" on the platform. Then, as understanding of the platform's strength builds in both the platform and advertisers, the platform offers additional advertising opportunities suited to the nature of the platform.
True
True or False: Promoted posts on social platforms are a type of sponsored content while native advertising on social platforms is a way of attracting advertising dollars to publisher sites.
True
True or False: Search marketing allows marketers to be in front of the customer at the exact moment they are researching a product or service or considering purchase.
True
True or False: The first step in the research phase is to investigate broad search categories and trends. Using tools like Google Trends and Alerts and monitoring search traffic to one's website gives advertisers a good idea of where to start in investigating the keywords most appropriate for a paid ad campaign. From this info, the advertiser narrows its keyword search and determines if it can afford to bid on the most appropriate terms, adjusting if need be.
True
True or False: The next step of the Build phase is to design ads based on different themes known as Ad groups and then test different ads within that group to determine which ones are most effective. An Ad group might be purses, but different advertisements could be created for the different accessories within that category (ex: leather purses, tote bags, etc.)
True
True or False: The term "keyword" is the same in both paid and organic search, but the purpose is quite different.
True
True or False: The way Google determines Ad relevance is a closely guarded secret so that advertisers do not game the system, which might result in less relevant ads placed higher in search results.
True
True or False: To maximize Expanded text Ad format, advertisers should focus on messaging, use all available characters, and optimize headlines.
True
True or False: Using the Display Network allows the advertiser to choose specific sites on which to display PPC ads. Choice of sites will be based on the product offered and the characteristics of the target market.
True
True or False: Well-chosen keywords and great ad copy allows advertisers to attract consumers who are searching for a product or service they sell.
True
True or False: When writing any type of ad, know that an effective ad is persuasive, specific, and concise. It distinguishes the firm from its competition. Includes an offer and call to action. Provides an incentive for clicking-through the advertisement, includes keywords users bid on and a time deadline to create urgency.
True
True or False: Winning the auction of paid search means being displayed higher in search results. But keep in mind that search engines also take other factors like the 'relevance' of the ad into account.
True
True or False: Youtube mainly offers video advertising, although it does offer one format that it simply calls display ads.
True
True or False: LinkedIn is effective for content marketing and paid social from B2B advertisers. True or False: The Reddit community is known for loving ads. True or False: Tumblr is owned by Yahoo! Has high engagement rate and an audience that is heavily mobile. Because it is owned by Yahoo! sponsored content can be syndicated to Yahoo! Where it has the potential of reaching an even larger audience. True or False: Women are the target audience for Pinterest, which offers and easy shopping experience.
True False; they hate them and attack posts that have promotional intent. True True
True or False: Rich media ads are image ads that have interactive elements that can change depending on the viewer and how he or she interacts with the ad. True or False: Google's video ad formats are short even though it owns YouTube. True or False: Any YouTube video can become an ad by promoting it on YouTube
True False; ad formats are extensive because it owns YT True
True or False: All ads on Instagram are native because of its unique
True; This is why ads appear to look like posts on your home feed.
Top three social networks in terms of ad revenue growth: (exact order)
Twitter, Facebook, and LinkedIn
Define Local Search:
Using a local search term in a search query
Define Social Commerce:
Using social media platforms to assist in or conduct commerce activities.
Define In-stream Ads:
Video ads that appear in the video stream itself-either before (also called a pre-roll), during or after the video plays.
While we may not know who the customer is exactly, at the point they see our organization online, we do know:
What they are interested in.
When does the advertiser pay?
When someone clicks on its ad.
Define Discovery Ads:
YouTube video ads that are served based on the viewer's Google search activity.
Which of the terms below will not be most cost effective as the ad will show in response to searches that may not be relevant to the product or service? a. Phrase match b. Broad match c. Exact match d. negative match
b. Broad match
The average B2B advertiser used three of these paid advertising types. What other stats are there about B2B advertisers?
1. 66% used search advertising, 57% used offline promotion, 55% used traditional digital banner ads, 52% used promoted posts, and 51% used social ads. 2. The average B2B advertiser used six social media platforms with over 94% (LinkedIn), over 80% (Twitter and Facebook), and 74% (YouTube).
The average B2C advertiser used four paid advertising types including digital and offline. What other stats are there about B2C advertisers?
1. 76% used promoted posts and SEM while 74% used social ads. 2. The average B2C advertiser used seven social media platforms with 94% (Facebook), 82% (Twitter), 77% (YouTube), 76% (LInkedIn), 62% (Instagram - fastest growing channel).
What are the 12 advertiser objectives?
1. App engagement 2. App installs 3. Brand Awareness 4. Clicks to websites 5. Event Responses 6. Lead generation 7. Local awareness 8. Offer claims 9. Page likes 10. Page Post engagement 11. Video views 12. Website conversions *All of which have drop down menus for detailed features*
Brief summary of Facebook's 12 ad formats: (part 1)
1. App engagement: Objective is to increase activity on mobile apps. Instagram carousel format. 2. App installs: Objective is to get viewers to download the app. 3. Brand Awareness: Objective is to create awareness. 4. Clicks to Website: Send people to specific pages on the website. 5. Event Responses: To promote event attendance with ads on the Facebook desktop news feed, or a right side ad. 6. Lead generation: Allows the advertiser to add a form to ads to collect lead information.
What are the three steps to a paid search campaign:
1. Define the target market 2. Find out what they search for 3. Develop a strategy in terms of keywords and phrases
Quality Score depends on the following:
1. Expected click-through rate 2. Ad relevance 3. Ad extension relevance 4. Landing page experience, how long the viewer stays on the page and website, or "bounces" out quickly.
What do advertisers measure?
1. How much was spent 2. Number of clicks/impressions 3. Click-through rate 4. The CPC + Other metrics *This is done on a daily basis*
What were Olivia Rose's (Hair tutorial company) specific objectives for their ad campaign?
1. Increase the size of their Facebook fan base 2. Increase the number of subscribers to their YouTube channel 3. Increase subscribers to their blog 4. Increase the number of Instagram followers
What are some social media tools integrated on social networks that help with promoted posts:
1. Instagram Insights (business profile) 2. Twitter's Quick Promote (promoted by any user) 3. Twitter cards (business cards for user's tweets) 4. LinkedIn Sponsored Content (sponsored posts with targeting and tracking options) 5. Pinterest (business account can promote pins for objectives of awareness, engagement or site traffic) 6. Snapchat's Snap Ads (Appear between users stories, or as snap geofilters, and snap lenses)
According to the graph, what are the three parts to the research phase:
1. Investigate trends 2. Narrow terms 3. Determine traffic
What are two indisputable facts of paid social media:
1. It is growing rapidly (by 2017, paid social is expected to reach 16% of total digital ad spending around the world) 2. The dominance of Facebook has a share hovering around 65%
Brief summary of Facebook's 12 ad formats: (part 2)
7. Local awareness: To attract people who live near the business with a CTA button that provides directions. 8. Offer Targeting: To reach nearby residents with limited-time promotional offers. 9. Page likes: To connect with people who might like your page. 10. Page post engagement: To increase likes, shares, comments and views of a specific post. 11. Video views: To tell a story video or slideshow (Facebook - maximum of 120 mins) 12. Website conversion: To encourage a specific behavior like signing up for a newsletter or buying a product. A CTA button is also recommended.
Where would a call-only ad be effective?
A restaurant owner who knows that potential customers are searching for a restaurant on a mobile device and want to call for information or a reservation.
Define AdSense:
A way to monetize a website or a blog on Google by showing paid ads and receive payment when those ads are seen or clicked
Google decides on a company's ad position among all its advertisers based on its ______ ___________. The ad with the highest one gets in the top position.
Ad Rank
What is PPC or Paid Search?
Ads targeted to keyword search results on search engines. Sometimes referred to as PPC advertising or CPC advertising.
Define Broad Match Modifier:
Allows AdWords ad to show for searches that include the broad match keyword or close variations of the broad match to show.
How does Google find the best "match" between a customers query and the displayed search results?
Based on search terms used by the customer, and the keywords the advertiser associates with those search queries.
Why was there an increase in the character limit in text ads?
Because paid search needed to evolve with the increased use of mobile technology. Text ads can display more information in mobile format.
What are the two main components of Ad Rank?
Bid and Quality Score
What other sites offer paid search advertising?
Bing, Yahoo, and Facebook Each with separate tools to manage their campaigns.
What are the changes to Text Advertising according to the chart:
Current 1. One 25-character headline 2. Two 35-character description lines 3. Manually enter display URL: Any mismatch b/w display final and landing page URL's will cause ad to be disapproved. Future 1. Two 30-character headline 2. One consolidated 80-character description line 3. Domain automatically extracted from your final URL to ensure accuracy. You can customize the URL path.
What makes an ad spot profitable? The spot is where the ad is located.
Number of clicks, the CPC, and the revenue obtained from the advertisement.
In 2015, YouTube introduced TrueView cards. These interactive overlays appeared on the right side of the video. How were the advertisers charged?
Only when the viewer clicks on the card.
Define Exact Match:
Paid search parameter that is set to display to those looking for a particular keyword or phrase.
Once the audience has been specified go on to _________________ to identify the sites chosen to reach it. The advertiser may wish to use Automatic Placements. Then go on to actually creating the ad and selecting a format (adding text, media, etc.)
Placements
Define Ad Extensions
Provide additional information with the ad such as a phone number, locations and reviews and can increase the click-through rate.
Define Broad Match:
Search setting allowing for matching on a wide variation of a keyword or set of keywords. So, synonyms and related words.
Define Phrase Match:
Search setting that includes an entire phrase.
Define Negative Match:
Search setting that uses the opposite of what is desired; used to avoid paying for unnecessary clicks.
Selecting the display network limits the advertiser to what ad formats?
Text, image and video advertisements *Advertisers need to be aware of their target audiences and campaign objectives when selecting both ad formats.*
What is the hope of the paid search advertiser?
That enough searchers will click on the ad to more than make up the cost of paying for the advertisement.
Define Cost-Per-Thousand (CPM):
The amount paid in purchasing advertising; in this case, means the cost per thousand impressions, or the cost divided by the total number of impressions.
Define Click-through rate:
The number of clicks divided by the total number of opens.
Whatever format the ad takes, the paid aspect of SEM is called paid search. What exactly is paid search?
The paid aspect of SEM based on an advertising model where firms seeking to rank high in specific search categories will bid on certain terms or "keywords" in hopes of a lucrative ad ranking; also known as PPC.
How does the matching process work with Google and customer queries?
The process starts with a query from someone using the Google search engine. Google tries to match the term the searcher uses with the most relevant terms (keywords) used by AdWords advertisers.
If an ad is Sponsored what must be clearly visible to meet FTC guidelines?
The word advertisement, sponsored, promoted or even #ad all work to indicate this is an ad.
What is one reason for Facebook's recent success?
They allow for more specific geographic targeting. This allows PPC ads to be more affordable and relevant to local and regional businesses.
How does Facebook reach select target markets?
Through location, demographics, interests and behaviors. Facebook has a huge reach which makes it easy for running broadly targeted campaigns to build the brand's fan community.
Paid ads used to be on the side, but Google has moved them to places where:
people's eyeballs are most likely to scan a web page for content.
Each keyword will have a separate price based on its _______________. On some search engines, the minimum bid will actually be the lowest amount paid. Google may set a higher minimum.
popularity