Search and Display Marketing MKTG 2220
4 types of search intent
1. Informational intent. 2. Navigational Intent.. 3. Transactional Intent. 4. Commercial investigation.
What factors can you use to categorize your campaigns?
To sum up, you can divide your account into different campaigns based on the following: Products Locations Target audiences Goals
Searching for "buy cheap tickets from San Francisco to New York City" is an example of
Transactional intent. intent keyword = cheap
True or False. PPC ads use the cost per click (CPC) payment model.
True. 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).
When considering an SEO strategy what should you do?
When considering an SEO strategy, define a goal and pick a measurement to track SEO performance
Elements of a good ad description
Use the description field (up to 80 characters) to highlight unique details about your product or service. Be sure to include keywords that match probable search terms. On mobile, where space is tight, Google Ads optimizes your ad to show the highest-performing text.
Use call to action
Use your descriptions to tell customers what they can do on your site once they click your ad — link them right to where the ad matters.
Why is it important to use measurements to track your SEO performance?
Using a measurement shows progress to you and your team. It gives you a clear idea of how your SEO efforts contribute to your goals.
What are some strategies for creating a great ad on Google?
Using active verbs and providing specific calls to action will be effective in attracting the potential customer's attention. Using statistics increases click-through rates (CTR). Moreover, using a local number will be more effective than using an 800 number because people tend to believe that local businesses are more trustworthy.
Match your ad to your keywords
What might customers be thinking when searching for your products or services? Include those search words as keywords in your ad text.
In your own words, define SEO.
Search engine optimization is a multidimensional strategy that works to improve your ranking on a SERP. Tactics to improve your SEO include but are not limited to: faster page loading speeds, backlinks, paid ad links; use of relevant keywords on website content, tags, and titles.
Identify a difference between SEO and search advertising.
Search advertising yields quicker results, whereas SEO is a better long-term strategy. SEO is free, whereas search advertising requires a budget.(Because SEO is free, companies with budget constraints can focus on SEO first, then move on to paid ads when a budget is available.)
Search engine marketing is made up of what 2 things?
Search engine marketing is composed of search engine optimization (SEO) and search advertising.
Search engine marketing. S.E.M.
Search engine marketing. S.E.M. is a digital marketing strategy that utilizes both SEO, search advertising, ppc and social media marketing to help a company meet its goals by making a website appear higher in search results on a search engine results page S.E.R.P. .
4 Types of keywords
4 Types of keywords. Short-tail keywords, long-tail keywords, Branded words, non-branded words.
What is a campaign in the Ad Campaign Structure of Google Ads?
A campaign organizes a set of ad groups that share a budget and settings that determine where your ads appear. Campaigns are often used to organize categories of products or services that you offer. Google allows you to have up to 10,000 campaigns per account. However, a company will more likely be running a handful of campaigns. An account could be divided into different campaigns based on a variety of factors. You might decide to have different campaigns based on different company goals, or you might have different campaigns because your company serves customers in different places.
keyword list
A keyword list is a group of different words and phrases that is attached to an ad group, and this list helps decide when and where an ad will be shown to a user.
landing page
A landing page 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. A search ad that takes potential customers to a poor landing page isn't much good. You may get potential customers to click with a great search ad, but you need a great landing page to get them take the next action.
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.
What does a marketer need to consider when coming up with a keyword list?
A marketer should consider the needs of the website visitors who would be interested in the company and the language that the target audience might be using to search for a product or service.
A search engine
A search engine is a program that looks for and identifies items in a database based on a user's keywords.
S.E.R.P.
A search engine results page, S.E.R.P. is the page that shows the results after a user types keywords into a search engine. the web will pull the most relevant web page listings based on keyword rankings. These listings can either be organic or through google ads. If a page is ranking organically, that means the content has a strong keyword strategy, aka your SEO plan is working. Keep in mind that both google ads and organic search are needed for a highly effective marketing plan.
What is an Account in the Ad Campaign Structure of Google Ads?
Account refers to your account with Google Ads, which is tied to an email address, password, and billing information. An account is often labeled with a company name. If you are running campaigns for multiple companies, you might manage multiple accounts, each named after a different company.
Ad campaign structure
Ad campaign structure is a system of organizing marketing campaigns within a platform such as Google Ads.
Goog ads with extensions
Ad extensions provide additional information to your text ad, such as your business's address or phone number. Where they can show: Search Network Display Network (depending on the extension)
Test and optimize creative messages
Add 3-5 ads per ad group with one responsive search ad per ad group. Test and iterate your ad text. Why: You can learn about your users' preferences and improve your performance by honing ad text, especially your headlines. Focus your testing efforts on high-value campaigns. Optimize your ad rotation to prefer the best performing ads
Advantages of SEO:
Advantages of SEO: More traffic over time SEO traffic is free Organic listings have a higher click-through rate
Advantages of search advertising:
Advantages of search advertising: Scaling up quickly Targeting specific regions Leveraging dayparting Creating aggressive landing pages
Search advertising (or paid search) usually uses which of the following payment models?
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).
What is an ad group in the Ad Campaign Structure of Google Ads?
An ad group is a group consisting of ads, keywords, and bids; these groups are organized by theme, such as the different services or products that you offer. Each ad group contains a few similar ads and shares a keyword list.
Give an example of how SEO and search advertising work together.
An example of search advertising and SEO working together is that they can improve site rank. If the website is already optimized and is ranking well, then a search ad campaign that drives customers to the website is likely to do much better than if SEO hadn't been paid attention to. If an SEO strategy isn't performing well, then your paid search initiatives can pick up the slack, and vice versa.
App promotion ads
App promotion ads send your customers to an app store to download your app, or include a deep link directly into your app. Where they can show: Search Network Display Network
What is a less popular search engine. However, it still has valuable resources that can only be found on these engines and their syndicated search partners?
Bing is a less popular search engine. However, it still has valuable resources that can only be found on these engines and their syndicated search partners.
Branded keywords
Branded keywords are keywords that include a company name or brand of product.. people are further along in the marketing funnel (interest or consideration) and closer to converting.
+ Broad match modifier:
Broad match modifier: This match type shows your ads based on the broad match but giving advertisers a bit more control over when the ads are being displayed. The "+" symbol before keywords shows that your ad will appear if that particular keyword(s) is searched but not in that order persay.
4 match types
Broad match, Broad match modifier, phrase match, Exact match
Broad match:
Broad match: This match type shows your ads based on keywords and synonyms. no symbals
Explain why it is important for businesses to use both search advertising and SEO.
Businesses should use both search advertising and SEO because it's highly beneficial to have a business's website show in both the paid results section and the organic results section of the SERP. It's also important to use SEO and search advertising together because they have a synergistic effect. NEXT
Which platform is a convenient marketplace with transparent processes. It provides a good choice of high-quality sites, especially in internet and tech niches?
BuySellAds is a convenient marketplace with transparent processes. It provides a good choice of high-quality sites, especially in internet and tech niches.
Searching for "top 10 best wireless earbuds" is an example of
Commercial investigation..People looking for the best earbuds are probably looking to make a purchase in the future and are researching some possible products. keyword for intent = top 10
Write compelling, genuine ad copy
Craft messaging that focuses on user benefits. Tie your creative messages to your keywords. Avoid generic language in your ads. Use specific calls to action. Monitor ad strength for insights into how users may react to your ads.
What components does off-page SEO include?
Creating a high quality, natural backlink profile (aka having other high quality/authoritative sites link to your site naturally) Social sharing signals Social bookmarking (Stumbleupon, Reddit) Off-site SEO can help improve the trustworthiness and relevance of your company.
Data and Metrics
Data can help you pinpoint how exactly your target audience behaves online and what their preferences are. By analyzing the traffic data to your site, you can see how the changes to the title tag and meta descriptions are performing compared to before the change. If you figure out that a title and description are working well for a search ad, you may want to use similar parts of them in your homepage's title tag and meta description.
DKI
Dynamic Keyword Insertion. DKI is a tool that allows you to customize your ad to match a user's search query. This affords you the ability to create more specific, highly targeted ads. All you need to do is create a generic ad containing the formula for dynamic keyword insertion and voila, you've got yourself an ad with perfect intent-match. top performing text ads-- branded and non-branded alike-- tend to avoid DKI like the plague.
What are two strategies you can use to take advantage of the fact that customers trust local businesses over large ones?
Emphasize your location in the ads to show you're local. Create separate PPC campaigns to run in different geographical areas. Customers are more likely to make a purchase if the company is local. They think local businesses are more personal, whereas national companies seem to be faceless. Thus, it is a smart idea to emphasize your location and to create different ad campaigns for different geographical areas.
Match your ad to your landing page
Ensure your ad takes customers right where they can act on it. The easier it is to find, the more likely they are to purchase.
Think about your mobile audience when planning your ad
Ensure your ad takes customers right where they can act on it. The easier it is to find, the more likely they are to purchase.
[Exact match]
Exact match: This match type shows your ads based on exact keywords and uses brackets ([ ]) around the keywords. Your ad will not show up if more words are used, but will show up if slight variations or spellings are used. Advertisers use this match type when they want to target specific traffic.
External links
External links: Links that go from a page on your website to a page on another website.
How much does google ads cost?
Google Ads gives you complete control over your budget. You choose how much you spend per month, per day, and per ad. There's no minimum. But they do make suggestions in regards to minimums.
How does Google ads connect you to customers?
Google Ads has a sophisticated targeting system that helps you show your ads to the right people, in the right place, at the right time. Use keywords, location, demographics, and more to target your campaigns.
What is the difference between a search ad and a display ad?
Google Ads has two networks: the search network, which shows ads to users on search sites, and the display network, which shows ads to users on websites, videos, and apps across the internet. search ad looks like a search result listing with an active searcher and the display ad uses an engaging image to build brand awareness with images and rich media
What kind of Metrics does google ads provide?
Google Ads shows you how many people see your ads, what percentage of them click to visit your website, and even how many click to call you. With these tracking tools, you can even see the actual sales your website is generating as a direct result of your ads.
__________ are useful for attracting users who are looking for places somewhere near them.
Google Maps ads are useful for attracting users who are looking for places somewhere near them. A Google Maps ad appears when a user is searching for a place or a business, such as a restaurant, in a certain location.
Anatomy of a text ad
Headline, URL, "path" fields, Description
Elements of a good headline
Headlines are going to garner the most attention.. Consider including at least one of your keywords in the headline to make the ad even more relevant to the customer's search. Details: Two headline fields are available with up to 30 characters each. Look out for how your longer headline — combined via a hyphen — might wrap on mobile devices.
Writing effective text ads: five tips
Highlight what makes you unique, Use a call to action, Include sale terms, Match your ad to your keywords, Match your ad to your landing page.
campaign strategy
Identify your goal. Understand and develop your target audience. Ensure that all marketing initiatives address the problem. Ensure that marketing initiatives are being measured. A/B test and iterate.
Include sales terms
If you have a sale, make sure they know. Say it right in the ad.
Image ads
Image ads capture people's attention as they browse websites in the Google Display Network. Where they can show: Search Network* Display Network *Image ads show on search partner networks, but not the Google Search Network.
Shopping ads
In addition to an image, Shopping ads contain product and pricing information, so users get a strong sense of the product you're selling before they click your ad. They're ideal if you're managing a large inventory of products. Where they can show: Google Shopping (in select countries) Google Search Google Search Partner websites, including YouTube and Image Search in some countries (if your campaign is set to include search partners)
Inbound links
Inbound links: Links that go from another web page to your website.
Use ad extensions
Including information below your ad, like additional deep links into your website or business location, has been shown to increase your ad's performance. Implement all ad extensions that make sense for your business, trying for at least three. Why: Ads with multiple extensions often perform better than ads with only one extension. They add useful info for searchers and help your message get noticed.
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 components does on-site SEO include?
Incorporating selective keyword naturally into title tags, meta data/descriptions, heading tags, alt text, etc. Blog posts and page copy that is written and optimized with quality Clean and formatting page URLS/ Website usability Optimized page load speed Google authorship incorporated Social sharing integration within your content
Which platform shows ads to users based on user intent and real-time engagement
Infolinks shows ads to users based on user intent and real-time engagement.
Internal links
Internal links are links between pages of the same website. Clear structural hierarchy within these links helps spiders access and index information, which improves SEO. Building internal links should be a part of an overall strategy to create a clear and easily navigable structure on a company website.
To brainstorm what the target market is looking for, what do you do as a marketer?
It is important to put yourself in the position of the potential customer and think about their needs. Then, create an ad that responds to the imaginary customer's desires.
Keyword research
Keyword research involves researching what search terms your potential customers are entering into Google or other search engines. Marketers perform keyword research to understand more about their customers, to get ideas about what topics they should be including in their content (such as on company websites and blogs), and to increase SEO.
Why are keywords important?
Keywords are important because search engines narrow results to websites that include those keywords. Keywords should be included wherever spiders can go on a page to crawl for content to index.
How do Keywords & Bids function in the Ad Campaign Structure of Google Ads?
Keywords are selected for each ad group with a bid amount to trigger an ad to be shown on the Google search and display networks. The bid determines where it ranks and keeps the budget in check and not go over. With this kind of delineation for keywords and bids by ad group, she can make choices as to where and when ads specific to these types of products should appear. Additionally, she can adjust both messaging and bids when competition, sales, or seasons strike!
What are keywords.
Keywords are words or phrases users type into a search box to form a search query.
Why is it useful to assign keywords and bids unique to each ad group?
Keywords help locate where your ads are being shown. Bids help keep the cost of paid advertising as low as possible.
landing page tips
Landing page design is crucial to making conversions because it is the first thing users see when they click on your ad. You have 5 seconds or less to impress and engage customers before they leave. Use pictures of happy people to make visitors feel welcomed. (Use pictures of people expressing different emotions to describe your brand.) Use color and contrast to draw attention to your only and obvious call to action.
Which platform is a good network choice for business-to-business companies. It offers business targeting options from targeting specific job titles to doing ABM (Account-Based Marketing) focused on specific businesses and job types?
Linkedin is a good network choice for business-to-business companies. It offers business targeting options from targeting specific job titles to doing ABM (Account-Based Marketing) focused on specific businesses and job types.
What do you think might be the problem with creating one catch-all campaign?
Losing track of ad groups and spending excess money Not connecting with the correct audiences Having to redesign and tweak campaign strategies for each ad group Not reaching campaign goals
Manual outreach links
Manual outreach links are links you gain by actively promoting your site or resource. This type of link requires you to contact website owners, bloggers, or influences and ask them to link to your page.
Why do marketers perform keyword research?
Marketers perform keyword research to understand more about their customers, to get ideas about what topics they should be including in their content (such as on company websites and blogs), and to increase SEO.
Match types
Match types are parameters that are set on keywords and dictate what searches make your ad appear.
What is meta descriptions?
Meta descriptions are HTML elements that give a short summary of a web page.
What is metadata?
Metadata makes a site discoverable. It includes title tags and meta descriptions that tell what a website is about.
Natural links
Natural links are links that you don't have to ask for. Other websites link to your website, blog posts, or content marketing as part of their own editorial decisions. In other words, a writer, company, or marketer sees your material, finds it relevant to their web page or content, and decides to add a link from their content to your material. many people reference wikipedia
Searching for "Nike.com" is an example of
Navigational intent.. People searching for Nike.com are trying to reach Nike's website. intent keyword = .com
Non-branded keywords
Non-branded keywords are keywords that don't mention a company name or product name. more often used during the awareness stage and can be used in building brand awareness.
Create effective Search ads
Optimize your ad rotation. Optimizing your ad rotation will allow the system to serve the ideal ad for the specific circumstances of each auction. Implement 3-5 ads with one responsive search ad per ad group. The more relevant ads that are present in an ad group, the more options you'll have for success in an auction. You'll also be more likely to match what somebody's searching for. Implement at least 3 extensions for each campaign/ad group. At the time of each auction, your ad unit will be assembled with the most appealing extensions. More eligible extensions give your ads more opportunity to meet users' specific needs.
Why is it a good idea to organize keywords by themes?
Organizing keywords by theme makes it easier for a marketer to manage the company's account. For example, the marketer may choose to organize marketing strategies by profitability or by product li
PPC, or pay-per-click
PPC, or pay-per-click, a business pays a fee to have their page ranked at the top, normally above and to the right of the organically-ranking pages. The ads will be ranked and positioned depending on a bidding process and their overall quality score. An ad will be visible almost instantly once it has been paid for.
Paid results
Paid results are ads that a company has paid for that show up on the SERP.
Paid search marketing
Paid search marketing affords businesses the opportunity to advertise within the sponsored listings of a search engine or a partner site by paying either each time their ad is clicked (pay per click) or less commonly, when their ad is displayed (CPM or cost per thousand) or when a phone contact is generated, which is 'pay per call'."
Searching for "what is the best allergy medicine" is an example of
People searching for the best allergy medicine are looking for a specific piece of information and may not be planning to make a purchase. keyword for intent = What
"Phrase match"
Phrase match: This match type shows your ads based on exact phrases, typically using quotation marks (" ") around the phrase. only searches with the words in that particular order will show up and exclude the same words in different orders.
Product Listing Ads
Product Listing Ads (PLAs), more commonly called Google Shopping ads (though other comparison services do appear in these spots, too) - they are a type of PPC ad that is displayed when a user searches for a product on Google.
Which search engine offers a free data and audience insights tool to help advertisers build their strategy, learn about their audience behaviors and personas, and learn about competitor audiences.
Quantcast offers a free data and audience insights tool to help advertisers build their strategy, learn about their audience behaviors and personas, and learn about competitor audiences.
Rank
Rank refers to a website's position in the search engine results page, S.E.R.P. These web pages are ranked based on their keywords and link profiles or they can be listed at the top of the page if they are ads.
Rich media ads
Rich media ads are engaging ad formats that often include animation or other types of motion. Where they can show: Display Network
S.E.O. (Search Engine Optimization)
SEO (Search Engine Optimization) involves using strategies to improve a company's page rankings. That can include an organic search strategy, which might involve including website design, written copy strategic keywords in your website in order to boost your page ranking, or a paid strategy, which likely involves paying for ad results at the top of a SERP.
How are keywords used in both paid search and SEO?
SEO and paid search both leverage keywords to drive traffic and improve the rank of a website. However, due to recent changes in many search engines' algorithms, focusing on keywords alone will not lead to successful results. Instead, focus on ensuring that the content is meaningful to the user. After the content is finalized, maximize certain mentions of keywords, but do not force keywords if this will diminish the quality of the content.
SEO and paid results
SEO has the power to make an organic results higher. While SEO mainly effects organic results, it can also affect paid results. SEO can help make paid ads work more efficiently because if you have a website that is optimized really well, paid ads don't have to work as hard to get good results.
techniques for building a keyword list:
Search engines Keyword tools Experimenting
Search intent
Search intent is a person's goal when conducting a specific search on the web. For example, their goal might be to make a purchase or to find out some information.
__________allow you to display the product you are selling.
Shopping ads allow you to display the product you are selling. Marketers use shopping ads to directly showcase the product or service they are selling.
Highlight what makes you unique
Show customers what makes you stand out from the competition. UVP
Why are links important?
Sites that other websites recommend are also more highly ranked.
Why is having engaging content important?
Sites with a consistent record of engaging content are more highly ranked.
Why should you speak directly to your audience and use words like "you" and "your"?
Speaking directly to the user makes them feel important. It helps make the company more personable and trustworthy.
Google Ads has the following types of search ads:
Text ads Shopping ads Google Maps ads
__________ allow you to write a description.
Text ads allow 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.
Responsive ads
The Display Network offers ads that adjust to match the pages and apps that show them. Viewers are more likely to see these ads because they blend in with the content the viewers came for. Responsive ads can go a long way to help build awareness, influence consideration, and drive action. Where they can show: Display Network
"What exactly do they mean by Google Network?"
The Google Network is made up of two networks: Search and Display. They're the places where your Google Ads ads can appear, including: Google sites, partner sites, and other placements like mobile phone apps.
Elements of a good ad URL
The URL shows your website address. It gives people an idea of where they'll go when they click your ad. If your final URL / landing page is www.example.com/store/us/indoorplants, your ad's display URL will show as www.example.com.
In no more than three sentences, discuss an advantage and a disadvantage of using general keywords.
The advantage of using general keywords is that you are able to maximize your reach. A disadvantage is that you might reach potential customers who aren't motivated to take the next step because the ad may appear in search results that are not exactly relevant to what they are looking for.
Best Practices Specific to Search Ads
The creative elements (for example, the title and description you write) should align with campaign goals. Have at least three search ads running for each ad group. People are different, and someone might prefer one ad over another. 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. 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. 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 is the purpose of the display path?
The display path is part of the URL for the landing page connected to the ad, where users will be taken after they click. Display paths come after the domain in the URL, and their main function is to provide readers with a preview of the content they will see on the landing page. It's useful to include top keywords in display path fields so your audience feels your ad is relevant to their search terms.
The five important aspects of SEO
The five important aspects of SEO are keywords, titles, links, words in links, and reputation.
What is the most important part of the text ad?
The headlines are the most noticeable part of the ad; they are presented in larger type and in a different color. Thus, your most important message to your potential customer should go in the headlines.
How are keywords related to search engine results pages (SERPs)?
The more appropriate and relevant the keywords are, the higher the rank of the website on the SERP.
Google text ads
The most common kind of Search ad includes a descriptive headline, website URL, and descriptive text like a call to action. Where they can show: Search Network Search Partners
What is a search netowrk?
The search network is a group of search-related websites where ads can appear; when using the search network, ads will appear on the search engine results page. can connect with customers in multiple ways across different devices when they need his services.
What is the "smart framework" mentioned in the video clip on goals?
The smart framework is mapping out how SEO can help accomplish top-level organizational goals.
Text ads
The type of search ad in the example above is called a text ad because it consists of written text. 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.
Elements of a good ad URL "Path" field
There are two optional "path" fields, which can hold up to 15 characters. Part of your display URL, they are placed after your website's domain to give readers an idea of the content they'll see upon clicking your ad. For example, if your final URL is www.example.com/store/us/indoorplants, you might want your path text to be "Indoor-Plants" so your ad's display URL would be www.example.com/Indoor-Plants.
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).
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.
Google Skillshop: Best Practices for Creating a Keyword List
Think like a customer when you create your list. Organize your keywords by theme. Select specific keywords to target specific customers. Select general keywords to reach more people. Use negative keywords. Pick the right number of keywords. Choose keywords that relate to the websites or apps your customers see.
What to have ina good text ad
This is an ideal text ad. There's a clear headline, intriguing descriptive text, and a call to action.
You have been hired to market dog glasses for a local start-up. Which search engine might you choose to market your products?
This last year, Amazon held more than 50% of all online retail sales.
- negative keywords
This match type tells Google AdWords to not show your website when a certain keyword is searched. it uses a - sign before the words to be excluded.
What are title tags?
Title tags are HTML elements that specify what a web page's title is. Title tags will help your site rank for the right keywords.
Improve the landing page experience
When it comes to making that ad super effective, it's not all about what's in the ad itself ...let's not forget about your landing page experience! Landing page experience is Google Ads' measure of how well your website gives people who click your ads exactly what they're looking for — quickly and effortlessly.
keywords and paid ads
When it comes to paid advertising, keyword research helps marketers decide what words to use in their ads and what keywords go into their keyword list.
Things not to have in a google ad
You want your ad to stand out because of your great product or deals, not because of gimmicky capitalization. An ad with all caps, random capitalization, or too many punctuation marks would be disapproved.
What search engine could potentially give you a high amount of unpaid (free) traffic?
YouTube is a prime example of an unpaid traffic platform, allowing for viral campaigns that—if done right—can be 100% free.
what defines short-tailed keywords
a short-tail keyword is typically short (one or two words), and they are very broad, generic, popular, and highly competitive (you could have to pay more for it). They account for 30% of organic searches.
Video ads
a standalone video ad or a video ad that runs inside another streaming video. Where they can show: Search Network* Display Network *Video ads show on search partner networks, but not the Google Search Network.
What is a display network?
display network is a group of more than 2 million websites, videos, and apps where your ads can appear; when using the display network, ads can appear to particular audiences or next to relevant content. can connect with customers in multiple ways across different devices when they need his services. customize the content and placement for her bags to grab the attention of the users on the media-rich platforms. can appear to many potential customers on Google sites, such as YouTube, Blogger, and Gmail, as well as millions of other websites around the world.
Guest blogging
guest blog posts with influential sites that are authoritative in your industry & include a link or two back to your site, which will also help build your reputation in the eyes of the all-powerful search engines is a highly effective method for boosting off-page SEO.
what if you use only long-tail keywords
if you use only long-tail keywords, you might be targeting too small of an audience and potential customers—such as those who want to buy running shoes in any color or from any brand—might not be able to find your company's offerings.
what defines long-tailed keywords
long-tailed keywords are typically longer strings of words ( have low individual search volume but have higher total search volume as a group). Although long-tailed keywords usually have more words, the number of words is not the defining factor. long-tailed keywords have higher search volume and make a search more specific and more likely to convert a potential customer. Long-tail keyword searches account for 70% of organic searches.
Informational intent
looking to learn about a topic weather, news, recepies, health. users use key words like what where and how
If you want to know more about the search intent of your audience?
make a small survey,
optimize your content for search intent
make sure that a landing page fits the search intent of the users search. Example: Optimizing your product pages for more commercial driven keywords. If you sell dog vitamins, you could, for instance, optimize a product (category) page for [buy dog vitamins].
organic (or natural) search results.
organic (or natural) search results determined by algorithms of the search engine. are free listings that appear in the, S.E.R.P. because they are relevant to a user's search term. Companies can't pay to directly influence these results.
"paid search" or pay-per-click advertising (PPC),
paid marketing that shows a sponsored ad with a link to a company's website or web pages on a user's SERP. company pays each time one of the ads is clicked by a potential customer.
search advertising
search advertising 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.
transactional intent
users are looking to buy something at that time. keyworkds: for sale purcharse buy, cheap, discount, price, save
Commercial investigation
users are researching the thing they want to buy, but aren't ready to make the purchase. read reviews, brand comparisons, site comparisons.
navigational intent
users know what site they are looking for. specific website or brand
keyword intent
words that lend insight into what the user is intending with their search. Example: transactional keywords - buy, deal, discount. Informational- why, how to, best way, info
True or False. Over the years, search has become a more complex system, which means that you can rely on keywords as your main SEO strategy.
False. Although marketers used to be able to rely mostly on keywords, search systems are more intelligent these days. You need to also have quality content on your pages.
Why use a mix of paid search and SEO?
Search advertising focuses on driving customers to a website by paying for ads on a SERP. SEO strategies can compound search advertising's effectiveness by ensuring that the website is already perceived as a high-quality entity and is ranking competitively prior to the launch of the search campaign.
In your own words, define search advertising.
Search advertising is a quick paid way to increase your SERP ranking. Paid search advertising is a marketing method in which marketers pay for a website selling products or services to appear in the paid advertising sections of relevant search engine results pages.
Search advertising
Search advertising is a type of paid marketing that shows a sponsored ad with a link to a company website or page on a search engine user's results page.
How does a search engine work?
Search engines are constantly searching the internet in advance. The Internet is a web of pages connected to each other by hyperlinks A spider is a program that collects information about websites. A search index is a special database of information used for doing a search. Each search engine uses its own ranking algorithm to rank pages based on what it thinks the user wants. One important element in Google's ranking algorithm is how many other web pages link to a given page. Search engines have evolved to use information that you may not have explicitly provided, such as location. Modern search engines can also use context such as how a word is being used to determine best results for your search request. Machine learning is a type of artifical intelligence that enables computers to learn information without it being explicitly programmed, so that search engines can understand not just the words on the page, but their underlying meaning.
True or False. Keywords help your ads appear when someone searches a word or phrase using a search engine.
True. Keywords are words or phrases that are relevant to your business and trigger your ads to appear after a person enters those words in a search engine query.
True or False. If your company has blogs, social media sites, or partner sites, you should optimize those web pages. This is considered part off-site SEO.
True. Off-site SEO refers to any asset that isn't the main website you are trying to rank highly on a SERP. These assets may include but are not limited to blogs, social media, and partner websites.
