Digital Marketing Exam 1

How google ads can advance your business goal

-By building awareness of your brand -By driving online, in-app, in-person, and over-the-phone sales -By influencing consideration of your products and services

Keyword optimised ad text, The link to your owned property (website, social media platform, content), Ad extensions.

3 main elements of a search ad

rarely

A CPA model is _____ used for display marketing given the reliance upon an acquisition moment occurring on the advertisers site, which is not controllable by the publisher.

retargeting

Ads follow a web user and are displayed on every participating subsequent websites the user visits there is a check on the visitors device (whether it be a laptop, phone, tablet, etc.) to determine whether or not they have visited certain other websites that match against the ad inventory they could serve up. If there is a match, the corresponding ad is served

Porter's Five Forces

Also known as Industry and Competitive Analysis. A framework considering the interplay between (1) the intensity of rivalry among existing competitors, (2) the threat of new entrants, (3) the threat of substitute goods or services, (4) the bargaining power of buyers, and (5) the bargaining power of suppliers.

an improvement in CTR

An advertiser has added negative keywords to their account in order to better target ads to potential customers. A likely result of this action is: Group of answer choices

CPM

Cost per thousand exposures to the target audience—a figure used in media planning evaluation

300

Google typically caps the length of meta description tags at roughly ______ characters

50-60

Google typically displays the first _______ characters of a title tag so you want to be thoughtful about length.

meta description tag

HTML attributes that are used to provide a summary of the web page's content. They appear underneath the blue clickable links in the SERP; they sit underneath the title tag

mix and matching headlines and description lines that have been provided

How does Google Ads generate responsive search ads?

5-10 words

How long should an alt tag be?

3 to 5

How many ads should be implemented per ad group?

alt tags, title tags, file name, align image, image size

How to optimize images for SEO?

Optimize headlines, improve landing page experience, use ad extensions

Overall best practices for text ad optimization include:

true

T/F Optimization Score is made up of over 50 recommendations to optimize Search campaigns.

a Headline, a Display URL and Path, and a Description

The general structure, or anatomy, of a paid search ad text consists of 3 primary sections:

ads at top

They are very relevant to a user's search query They consistently perform well, with high CTRs over time. The CPC bid is competitive and outbids other ads of the same quality. (Google AdWords, n.d.)

SEO

This is the practice of optimising a website to rank higher on the search engine results pages for relevant search itemS This process is intended to improve visibility within internet search and increase traffic to a website

alt tags

This text is placed within the source code and associated with the image. It helps with web accessibility to assist visually impaired users using screen readers to better understand what the image represents. It also helps the search engine better understand the image and index it appropriately presuming we provide relevant, descriptive text

CPM, CPC

Typically, a site that drives very high volume will utilize a _____ model (because they can) while other, less volume heavy sites may offer a _____ or alternative model.

keywords

What can be customized with audience signals to make Search campaigns more efficient?

Headline, description, and URL

What three elements are required parts of a text ad?

Account, Campaign, Ad group, ad

Which of the following captures the correct hierarchy, beginning with the top level?

To estimate the average Quality Score that the keyword can achieve

Which of the following is NOT a way in which the Keyword Planner can be used?

description line

Which part of a Search ad isn't automatically generated by dynamic search ads?

higher Quality Score, the ad can achieve a higher average position

William has been focusing on Quality Scores improvement of keywords. Which of these options is a result of this action?

title tag for images

a title for the image and is the text that will be displayed as a tool tip when a user hovers over the image

cost per click

advertiser only pays when the ad impression is actually clicked. This model has become more common in recent years within display advertising as marketers realize overall these rates are relatively low for display ads compared to some other channels

dynamic creative optimization

allows marketers to serve distinct sets of ad creative based on audience targeted data Advertisers can determine the most relevant ad creative down to the individual viewer level and identify the best-performing ad creative accordingly what this does is allows the marketer to create a framework for the ad and then have certain elements of the content served up dynamically based upon target audience insights

Title Tag

an HTML tag that defines the page's title is displayed in the browser tab as well as in the SERP as the clickable headline for the result use primary keyword as early as possible in the title tag with a secondary keyword following it

interactive, customizable, playable, entertaining

best practices associated with display ads

5 C's

customer, company, context, collaborators, competitors

quality score

decided by: The relevance of the keyword to the search term The relevance of the advert copy to the search term The relevance of the landing page to the search term The historic CTR of that advert.

Off Page SEO Factors

external links from other sites, social media, press releases, and blog/forum mentions

keyword optimization

helps the search engine better understand what a website and its webpages are about

banner ads

images or animations displayed on a website for advertising purposes. They can be static or include rich media like video or other interactive technologies such as Flash, HTML5, JavaScript, and so forth

search ad extensions

increase ad quality and drive lower conversion costs

on page seo factors

keyword density, meta tags, the site map, and site performance

crawl accessibility

makes it easy for search engines to both reach and index content on a site

image alignment

making sure the images being used on a webpage are relevant to the copy on the page

acquisition moment

may be defined as actions such as filling out a form, actually purchasing a product, signing up for emails, or downloading a document.

file name

name our images using our relevant keywords if using more than one word in your file name separate them with a hyphen, otherwise the search engine sees the characters as running together and doesn't understand the relevance

Search Engine Marketing

often used to describe acts associated with researching, submitting and positioning a Web site within search engines to achieve maximum exposure of your Web site. -search engine optimization (organic) and pay per click seo paid listings and other search-engine related services and functions that will increase exposure and traffic to your Web site

pop-up ad

open up in a separate, smaller window either above the web page or under the web page These use to be more common than they are today because users have begun to leverage technologies that prohibit this behavior

Cost per Acquisition

payment is made based upon an action taken after the user has clicked the ad and visited the advertiser's site.

seo signals

relevance, quality, popularity, user experience, authority, trust, importance

ad networks

serves as an intermediary between advertisers and the websites that have opted into the ad network. -help advertisers publish their ads at scale (across numerous sites), ensuring ads are delivered to sites that align with the advertisers target audience behaviors and demographics -they manage pricing -help geo-target ads based upon the user's location when needed -provide useful analytics such as the number of views, how many times the ad was clicked, and the time of day the ad was seen and/or clicked

contextual ads

shown based upon a web page's ad copy and the ad's associated tags to create a symbiosis of relevance.

dwell duration

the length of time the user remains exposed to an ad after first engaging with it

click through rate

the number of times a user clicks on an online ad divided by the number of impressions

fixed cost/flat rate

the website owner offers up a fixed amount of advertising space for a fixed fee based upon a period of time such as a month

floating ads

typically cover all or most of the web page and either disappear after a few seconds or have a close button in one corner of the ad

ad exchange

unsold advertising space is placed by publishers and then bid on by advertisers

Expected clickthrough rate, landing page experience, and ad relevance

what are the 3 main factors that determine ad quality?

backlinks

when another site contains links to your site on an unowned unique domain

display advertising goals

•Build brand awareness •Increase share of voice •Create consumer demand •Inform consumers •Build brand loyalty •Drive response and sales

banner ad data

•Impressions •Clicks •Time of day •Device / OS •Region

search engine signals

•Relevance •Quality •Popularity •User Experience •Authority