Podcast
Questions and Answers
What distinguishes search engine advertising (SEA) from search engine optimization (SEO)?
What distinguishes search engine advertising (SEA) from search engine optimization (SEO)?
- SEO involves paying for visibility in search results.
- SEA places paid advertisements directly in search results. (correct)
- SEO is concerned with promotional links on partner websites.
- SEA focuses on improving keyword accessibility.
Which major search engine has derived its main business model from advertising?
Which major search engine has derived its main business model from advertising?
- Bing (correct)
- Ask.com
- DuckDuckGo
- Yahoo
What system does Google use to determine the positioning of the promotional links in its advertising service?
What system does Google use to determine the positioning of the promotional links in its advertising service?
- Criteria based on auctions, click rate, and Quality Score. (correct)
- Length of the advertisement and budget allocation.
- Fixed pricing and time of day.
- Random selection mixed with user location.
What change did Google implement in its search results pages in 2016?
What change did Google implement in its search results pages in 2016?
What is the cost model associated with the promotional links on Google’s search engine?
What is the cost model associated with the promotional links on Google’s search engine?
Which type of ads is specifically designed for remarketing to previous visitors?
Which type of ads is specifically designed for remarketing to previous visitors?
What is not one of the three important elements that determine Quality Score?
What is not one of the three important elements that determine Quality Score?
What initial approach should be taken when selecting keywords for ads?
What initial approach should be taken when selecting keywords for ads?
Which of the following advertising types is mainly concerned with driving sales through product-specific ads?
Which of the following advertising types is mainly concerned with driving sales through product-specific ads?
What should be avoided in order to maintain a good Performance Quality Score?
What should be avoided in order to maintain a good Performance Quality Score?
What aspect does Google not consider in determining the Quality Score for an ad?
What aspect does Google not consider in determining the Quality Score for an ad?
Which advertising strategy involves using previous interaction data to target specific users?
Which advertising strategy involves using previous interaction data to target specific users?
What is the main function of Click-Through Rate (CTR) in evaluating ad performance?
What is the main function of Click-Through Rate (CTR) in evaluating ad performance?
Which action can help improve the click-through rate (CTR) of your ads?
Which action can help improve the click-through rate (CTR) of your ads?
What can negatively impact your Quality Score (QS) in Google Ads?
What can negatively impact your Quality Score (QS) in Google Ads?
What does vertical Quality Score (QS) refer to?
What does vertical Quality Score (QS) refer to?
How can one improve the effectiveness of landing pages in an ad campaign?
How can one improve the effectiveness of landing pages in an ad campaign?
What should you monitor to ensure your account reveals its full potential?
What should you monitor to ensure your account reveals its full potential?
Which strategy is least effective for increasing your Quality Score?
Which strategy is least effective for increasing your Quality Score?
What factor should be prioritized to decrease bounce rates on landing pages?
What factor should be prioritized to decrease bounce rates on landing pages?
To effectively utilize A/B testing in AdWords campaigns, one should:
To effectively utilize A/B testing in AdWords campaigns, one should:
Flashcards
Search Engine Advertising (SEA)
Search Engine Advertising (SEA)
A branch of search engine marketing that places paid ads directly in search engine results and partner websites.
Search Engine Optimization (SEO)
Search Engine Optimization (SEO)
Improving a website's visibility in search engine results organically (without paying).
Google's business model
Google's business model
Primarily based on advertising revenue since its inception.
Adwords
Adwords
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Premium position (Adwords)
Premium position (Adwords)
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Different types of Ads
Different types of Ads
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Ads Shopping
Ads Shopping
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Quality Score
Quality Score
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Quality Score Elements
Quality Score Elements
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Click-Through Rate (CTR)
Click-Through Rate (CTR)
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SEA
SEA
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Bidding
Bidding
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Ad Quality Score (QS)
Ad Quality Score (QS)
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Keyword Quality Score
Keyword Quality Score
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Ad Extensions
Ad Extensions
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Account Quality Score
Account Quality Score
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Landing Page Quality
Landing Page Quality
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Bounce Rate
Bounce Rate
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Time Spent on Site
Time Spent on Site
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Geolocation Campaigns
Geolocation Campaigns
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Study Notes
Digital Marketing - Session 7: SEA
- Welcome! Digital Marketing; Session 7: SEA, presented by Axel Partouche.
Chapter 1: Concepts and Definitions
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Search Engine Advertising (SEA): A branch of search engine marketing (SEM). It places paid advertisements directly into search engine results and on partner websites.
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Search Engine Optimization (SEO): Focuses on improving a website's accessibility using keywords.
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Google's Business Model: Google's primary revenue comes from advertising, notably since the creation of its search engine. Other major search engines similarly utilize ads.
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AdWords and Quality Score (QS): Google popularized the paid ad placement concept through AdWords. Ad positioning relies on factors like auctions, click-through rate (CTR), and Quality Score (QS). The advertiser only pays when a displayed link is clicked.
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SERP Changes in 2016: In 2016, Google reorganized AdWords placement, adding a fourth "Premium" position above the natural search results.
Chapter 2: Performance and Quality Score
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Bidding, CTR, and Quality Score: Key elements in SEA performance.
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Quality Score (QS) Elements: Google Ads defines Quality Score based on these three elements:
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Relevance: How well the ad and landing page align with the keyword.
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Landing Page Quality: Site clarity, ease of navigation, and relevance to the ad.
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Previous Ad Performance: Estimated CTR based on past paid ad performance.
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Keywords: Choose effective keywords from the beginning. Prioritize exact match keywords. Leverage brand-related keywords for higher quality scores. Exclude irrelevant keywords to improve click-through rates.
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Ad Extensions (and CTR): Using effective ad extensions can enhance visibility and increase CTR.
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Low CTR Ad Group Monitoring: Pay attention to ad groups with low click-through rates (CTR). Low CTR can negatively impact Quality Score (QS). Google identifies low performing ads which are not relevant.
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A/B Testing (in AdWords): Using A/B testing in campaign optimization is recommended to improve ads.
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Account Overview: Quality levels in your account (also known as vertical QS) are derived from account history, impacting performance. Gaining precision requires considering geolocation (local campaigns) and dynamic elements (campaigns may need several months to reveal potential).
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Landing Pages: Optimize landing pages:
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Pay attention to bounce rate and time on page.
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Prioritize clear, user-friendly landing pages.
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Keep landing pages relevant to both ads and keywords used.
Chapter 3: Concrete Overview
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Keyword Planner: A Google Search Engine Advertising (SEA) tool for analyzing, planning, and researching keywords. The tool estimates potential search traffic for specific keywords.
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Campaign Set-up: Google Ads offers options for different campaign types, including search, display, shopping, and video ads.
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Targeting and Audience Segments: Features in Google Ads to precisely target audiences. Locations and languages are crucial elements in targeting strategies.
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