Digital Marketing #1 PPC Foundations

match type

the fight of getting maximum reach while keeping full control of your $ are managed through ______ _______, the filters you put. on your keywords. They tell Google how loose or strict the connection should be, between what a user types, and your keyword

broad match

shows ads for searches related to the keyword (synonyms, related ideas, implied meanings), offering the widest reach but the least control. Example: if you bid on a broad match keyword; car repair; your ad might show up for “automechanic services” or “fix my sedan”

modified broad match

a match type requiring specific words (marked with +) to appear in the search query. Gives more control than broad match, but still more reach than phrase match.

phrase match

show ads for searches containing the exact phrase, with words allowed before or after

exact match

shows ads ONLY when the search query EXACTLY matches the keyword or its close variants

negative keyword list

a list of words that prevent ads from showing up when those terms appear in the search query. Clarifies intent. Tells the system exactlyl who you are NOT trying to target

quality score

a measure of ad quality based on expected CTR, ad relevance, and landing page experience. Whe Google believes your page is good quality, they reward you with lower CPC and better ad positions.

expected ctr

Google’s prediction/confidence on how likely people are to click an ad for a given keyword. It’s based on historical data, your account’s reputation. If you’ve made poor-quality ads in the past, Google will start predicting lower CTRs for you, even on new keywords.

ad relevance

How closely the text in your ad aligns with the keyword being targeted

landing page experience

Assesses how relevant, useful, and user-friendly the landing page is (is the page fast? Is it mobile friendly? Is it trustworthy? Does the content on the page actually deliver on the promise your ad made?)

final url

the landing page a user is taken to after clicking a search ad

responsive search ad (rsa)

a format where advertisers provide multiple headlines/descriptions and Google tests combinations. Instead of writing one single ad, you give it a whole bunch of ingredients. Up to 15 different headlines, & 4 descriptions. Google mixes and matches millions of possible combinations, identifying what works best for each specific user, in that exact moment.

brand keywords

search queries that include a brand name; not always necessary to bid on

google keyword planner

research tool providing search volume, competition, and bid estimates (CPC)

return on advertising spend (ROAS)

revenue/total ad spend

campaign level settings

controls for location, budget, ad extensions, & bid strategy (are you telling google to get the most clicks, or are you telling it to get the most conversions?)