Quiz 4 Search Engine Marketing

Broad

Related searches Widest reach • lowest relevance

Ad would appear for queries such as:

• best sneakers for jogging

• athletic footwear shoes for marathon training

• comfortable workout shoes

Phrase

Phrase appears within query Balanced reach + control

Ad would appear for queries such as:

• best running shoes

• running shoes for women

• men's running shoes

• running shoes near me

Exact

Exact query or close variant Highest relevance

Ad would appear for queries such as:

• running shoes

• running shoe shoes for running

• running sneakers

• runners shoes

What do negative keywords do?

Negative keywords protect the budget.

Exclude irrelevant searches to sharpen targeting, improve ad relevance, and stop paying for clicks that cannot convert.

What does USP do?

A strong USP does six jobs Every claim should earn attention — and make the next click feel obvious.

• 1 Relevance Aligns with customer needs

• 2 Value States a clear benefit

• 3 Differentiation Stands apart from competitors

• 4 Proof Adds evidence or guarantees

• 5 Emotion Connects on a feeling level

• 6 Clarity Stays simple and understood

What are different campaign types with Google

1. Search - Text Ads

2. Display - Image ads across sites

3. Shopping - Products, prices, and images

4. Video - YooTube ads, Stories on video partners

5. App - Drive moblie installs

What is Ad Rank?

Ad Rank is earned, not simply bought.

AD RANK = MAX CPC BID × QUALITY SCORE

Quality Score is the multiplier

EXPECTED CTR

AD RELEVANCE LANDING

PAGE EXPERIENCE

What are the four important metrics?

CTR clicks ÷ impressions - Measures response/how well your ads resonate with your audience

CONVERSION RATE conversions ÷ clicks - Measures action whethers that’s form submissions, calls, purchase

cost ÷ conversions - Measures efficiency/how much you’re paying per conversion CPA

revenue ÷ ad spend - Measures return on ad spend

What are ad extensions?

Extensions increase useful context and real estate.

• Sitelinks

• Callouts

• Structured snippets

• Price

What is the landing page?

One conversion goal. Tight message match. Fast load time.

1. SINGLE CTA

2. AD RELEVANCE

3. PAGE SPEED