Course 5: Sec 5. Search Ads

Mention 8 landing page design tips:

-Landing page design is crucial to making conversions because it is the first thing users see when they click on your ad. -Use context. Use images and videos to explain your offer. Images and videos should have a direct purpose on your page rather than just filling space. For example: A hotel might opt for images of the beach or the ocean to help people imagine themselves there. -You have 5 seconds or less to impress and engage customers before they leave. -Use pictures of happy people to make visitors feel welcomed. Images of people can make your page more warm and personal. Studies showed that having a picture of someone smiling on a specific landing page increases conversion rates by 102.5 %(Use pictures of people expressing different emotions to describe your brand.) People act out their feelings and we can use emotions to make potential leads feel a certain way. -Use color and contrast to draw attention to your only and obvious call to action. Highlight the most important space with contrasting colors and white space. An Example of a contrasting color is having a bright orange button. An example of contrasting colors is having a bright orange button on a dark blue background. The heading lead capture form in CTA should be the most prominent form on your landing page. -Make an obvious call to action button. The CTA button is the most important feature of your landing page -Make your benefits clear. Potential leads need to know that your product offering meets their needs. Present your benefit in a clear and simple way that makes them curious for more information. It's important to mention these benefits in a small blurb. -Provide potential leads with one single action to take. When creating a landing page it is important to create an easy path for potential leads that lead to conversions. Having multiple things for your lead to clink on will distract them from your CTA. -To explain additional benefits or selling points, use bold headings to attract their attention. Break information down into small digestible segments. With small sections and large headings, it will be easier for people to scroll through the page. At the bottom of the page you should also have a bold statement that reaffirms your value proposition. This final declaration should include a CTA. -Create a short capture form to prevent a high bounce rate. The more fields you require on your capture form, the higher the drop off rate you will have because people do not want to fill out lengthy forms.

What elements of strategy are important to keep in mind with marketing campaigns?

1. Identify your goal. 2. Understand and develop your target audience. 3. Ensure that all marketing initiatives address the problem. 4. Ensure that marketing initiatives are being measured. 5. A/B test and iterate Incorporating these fundamental campaign best practices will make sure your campaign has a strong foundation.

What types of search ads are there for Google Ads?

1. Text ads - These ads look like regular search engine results but include the green "ad" icon. Text ads can be easily customized; marketers can write the titles and meta descriptions for these ads. It is easy to convey your unique value proposition in the text format. 2. Shopping ads - These ads are for retail products such as clothes or electronics. Shopping ads are less flexible than text ads because they are pulled from the products on a brand's website. When a user clicks on the ad, the user is taken to the product detail page (the website page that lists the product). 3. Google Maps ads - These local search ads appear when a user is looking for a place to shop, eat, or visit in a certain location or in a geographical area. These ads appear between paid text ads and the organic results in the search engine results page.

What are Best Practices Specific to Search Ads?

1. The creative elements (for example, the title and description you write) should align with campaign goals. 2. Have at least three search ads running for each ad group. People are different, and someone might prefer one ad over another. 3. Include relevant keywords in your ads. This will make your ad rank higher and will reassure potential customers that if they click on your ad, they will be taken to a web page relevant to their search. 4. Track keywords. Finding the right set of keywords is an ongoing process, so you will need to track which keywords are working and which aren't. 5. Know the character limitations of a search ad. You need to know how much you can write for the description and title so you can make your words count in the space given.

What are some CTA button tips?

1. bold the font and make the button quite large 2. Place your CTA button above the folds, meaning that when someone visits your page, they immediately see the CTA. 3. The more specific and clear you are with your CTA button, the higher conversion rates will be.

What is a landing page, and why are landing pages important for text ads?

A landing page is the web page that displays after a potential customer clicks on a text ad. Landing pages are important because Google Ads measures how well a landing page provides people with what they are looking for. If the landing page is poor, Google might not show your ad. A poor landing page can also affect ad rank and cost per click. It's also important for conversions that the user who clicks on your ad has a good experience on your landing page. If users are turned off by your landing page, they are unlikely to take further action.

Search advertising (or paid search) usually uses which of the following payment models? 1. Cost per mille (cost per thousand impressions) (CPM) 2. Cost per click (CPC)

Although search advertising can use both of these payment models, CPC is the most common model. Note that "cost per mille" means cost per thousand impressions ("mille" means one thousand in Latin, French, and Italian).

True or False: PPC ads use the cost per click (CPC) payment model.

Answer: True. Explanation: PPC ads (which use the CPC model) are the most common type of ad. Because PPC ads are so popular, search ads are often referred to as PPC ads even though there are other models, such as cost per action/acquisition (CPA) and cost per mille (CPM).

Which type of search ad allows you to write a description?

Marketers can customize a web page's title and meta description in text ads to include their unique value proposition.

Why is it important to include relevant keywords in your ad?

Including relevant keywords will make your ad rank higher on the SERP, and it will let potential customers know that the result is relevant to what they are looking for.

What are the drawbacks of using Google Ads?

Read this article: https://econsultancy.com/what-paid-search-ppc/

Definition: marketing campaigns

These are ads or series of ads that are tied together by a particular idea or theme. These ads last for a specific amount of time and aim to promote a brand, product, or service. Marketing campaigns should be tied to your larger marketing plan or goal.

Definition: landing page

This is a single web page designed for a specific purpose. Usually, this page will try to get viewers to take action, such as buying a product or signing up for an account. Users are taken to a landing page after clicking on an ad.

definition: search advertising

This is a type of paid marketing that shows a sponsored ad with a link to a company's website or web pages on a user's SERP. Search advertising is sometimes called "paid search" or pay-per-click advertising (PPC), so named because a company pays each time one of the ads is clicked by a potential customer. Remember that search ads display at the top of the SERP and are marked with a small icon that says "ad." This icon makes it clear to users that these results are sponsored by a company.