Chpt 8 Paid Search and Social Advertising

CPC (cost-per-click)

how much you pay when someone clicks on your ad.

CPM (cost-per-mille)

how much you pay per 1000 ad impressions.

CPE (cost-per-engagement)

how much you pay when someone responds to your call-to-action (CTA) such as signing up for a list, watching a video, etc.

Google decides on a company’s ad position among all its advertisers based on its

ad rank

Ad Rank depends on:

Bid

quality score

ad rank threshold

Bid

CPC which ranges from $0.01-$50+ depending on competition of term

Quality Score

how relevant an ad and website links are to the person who will see the ad.

Quality score depends on:

Expected click-through-rate

Ad relevance

Ad extension relevance

Landing page experience

Ad rank threshold

dynamic assessment that calculates the ad quality, ad position, what type of device the user is searching from, and where they’re located, the search terms used, and related auctions.

Ad Extensions

Adding additional information, such as a phone number or links to specific pages

Paid search advertising

a type of digital marketing strategy that allows companies to pay search engines to place their ads higher on relevant search engine results pages (SERPs) with the goal of driving traffic to their site

Main components of ad rank

Bid and quality

Responsive search Ads:

Types of ads that are powered by both the advertiser’s word choices and Google’s AI. Instead of manually conducting A/B tests, Google helps determine which ad receives the best CTR and shows that ad more often.

Ad Copywriting

Create several key phrases that work best with your target market as well as your call-to-action-

Broad match

ads may show on searches that relate to your keywords

Notation for inputting broad match

Keyword

Phrase match

ads may show on searches that include the meaning of your keyword

Notation for inputting phrase match

“Keyword”

Exact match

Ads may show on searches that are the same meaning of your keyword

Notation for inputting exact match

[Keyword]

Negative match

search setting that is the opposite of what is desired; used to avoid paying for unnecessary clicks

Notation for inputting negative match

-Keyword