Search Engine Marketing Week 3
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Questions and Answers

Which targeting option is NOT categorized under 'People Targeting'?

  • Affinity
  • Remarketing
  • Contextual Keywords (correct)
  • Demography

    • What does remarketing primarily focus on?

  • Statistical analysis of ad performance
  • Understanding general audience interests
  • Re-engaging users who have already interacted with a brand (correct)
  • Targeting new audiences based on demographics

    • Which of the following is NOT a type of content targeting?

  • Life Event - Segment (correct)
  • Managed Placements
  • Keywords
  • Topics

    • What is the primary purpose of affinity audiences?

    <p>To classify users by their long-term interests and lifestyle</p> Signup and view all the answers

    In the context of targeting options, which audience type combines interest targeting and remarketing?

    <p>Audiences</p> Signup and view all the answers

    What is the first step in setting up a remarketing campaign?

    <p>Collect audience</p> Signup and view all the answers

    What is required to create remarketing lists for apps published by a Play Developer account?

    <p>Obtain administrator access to a Google Ads account</p> Signup and view all the answers

    Which of the following is necessary to show ads to customers using Customer Match?

    <p>You need to upload contact information lists of your customers</p> Signup and view all the answers

    What must be done to use remarketing for website visitors effectively?

    <p>Add the Global Site Tag on all pages of the website</p> Signup and view all the answers

    How can a custom combination for a remarketing list be created?

    <p>By compiling data of users who interacted with your blog</p> Signup and view all the answers

    What is the primary purpose of remarketing?

    <p>To connect with people who previously interacted with your site</p> Signup and view all the answers

    Which targeting method allows ads to be shown based on users' interests?

    <p>Affinity targeting</p> Signup and view all the answers

    What is dynamic remarketing?

    <p>Displaying ads that include products viewed by users</p> Signup and view all the answers

    Which of the following is a potential benefit of remarketing?

    <p>Improving conversion rates</p> Signup and view all the answers

    How does content targeting differ from people targeting?

    <p>Content targeting is focused on keywords and related content</p> Signup and view all the answers

    Which advertising method specifically targets users who abandoned their shopping cart?

    <p>Standard remarketing</p> Signup and view all the answers

    What might be a consequence of narrowing your ad reach through content targeting?

    <p>Possibly missing out on broader audiences</p> Signup and view all the answers

    Which of the following strategies is used in remarketing lists for search ads (RLSA)?

    <p>Showing ads to past visitors during their follow-up searches</p> Signup and view all the answers

    What is a key feature of the Google Display Network (GDN)?

    <p>It allows for ads in various formats across multiple devices.</p> Signup and view all the answers

    What is one reason why click-through rates (CTR) may be lower in GDN compared to search networks?

    <p>Users are generally browsing rather than actively seeking information.</p> Signup and view all the answers

    Which ad format is NOT typically associated with the Google Display Network?

    <p>Audio</p> Signup and view all the answers

    What percentage of internet users can GDN potentially reach?

    <p>Over 90%</p> Signup and view all the answers

    How does ad performance on GDN impact performance on search networks?

    <p>GDN performance does not affect search network performance.</p> Signup and view all the answers

    What is the preferred method to prepare for a session regarding search engine marketing?

    <p>Have a quiet environment with notes at hand.</p> Signup and view all the answers

    Which of the following is a characteristic of GDN's reach based on the provided data?

    <p>GDN is most effective for desktop campaigns.</p> Signup and view all the answers

    Which type of media is included in the advertising inventory available through GDN?

    <p>Text, image, video, and rich media</p> Signup and view all the answers

    What is necessary for an account to access HTML5 ads in Google Ads?

    <p>The account must have been open for more than 90 days.</p> Signup and view all the answers

    Which best practice should be followed when creating display ads?

    <p>Avoid collage images to maintain clarity.</p> Signup and view all the answers

    What is the function of Google Web Designer in HTML5 ads?

    <p>It allows users to design and build interactive ads.</p> Signup and view all the answers

    Which of the following is NOT a campaign setting option during GDN campaign creation?

    <p>Ad Performance Predictions</p> Signup and view all the answers

    What is recommended for ad image quality to ensure effective display ads?

    <p>High-quality images that clearly represent the product.</p> Signup and view all the answers

    What is a necessary step after selecting a campaign type in GDN campaign creation?

    <p>Select Campaign Sub-Type</p> Signup and view all the answers

    Why should images used in display ads avoid overlaying text and logos?

    <p>To ensure the product or service remains the focus.</p> Signup and view all the answers

    How many ads are recommended to create per ad group for best results?

    <p>3 to 4 ads</p> Signup and view all the answers

    Study Notes

    Google Display Network (GDN)

    • GDN consists of over 3 million partner websites and mobile apps, facilitating extensive ad placements.
    • Supports multiple ad formats: text, image, video, and rich media.
    • Reach exceeds 90% of internet users; leads in desktop (95%) and mobile (82.7%) reach.

    GDN Targeting Options

    • Audience targeting includes: Affinity, In-Market, Remarketing, and Demographics.
    • Contextual targeting involves: Keywords, Topics, Managed Placements.
    • Content targeting uses specific keywords to display ads related to user interests across various platforms.

    Audience Targeting Strategies

    • Affinity audiences target groups based on shared interests.
    • In-Market audiences include users actively considering a purchase.
    • Life Event segments focus on audiences experiencing significant life changes.
    • Custom audience segments tailored to specific behaviors or interests.

    Remarketing

    • Enables re-engagement with users who have interacted with your site, YouTube channel, or app.
    • Helps increase brand awareness and conversion rates by reminding users to complete actions.
    • Remarketing benefits include improving brand recall and targeting specific audiences.

    Remarketing Techniques

    • Standard remarketing displays ads to past visitors on the Display Network.
    • Dynamic remarketing showcases products users viewed previously.
    • Remarketing Lists for Search Ads (RLSA) targets past visitors during their follow-up searches.
    • Video remarketing reaches users who interacted with your videos or YouTube channel.

    GDN Campaign Creation

    • Select a campaign goal to tailor suggested settings.
    • Campaign types include options tailored to goals (e.g., awareness, conversions).
    • Elements to configure: bid strategy, ad rotation, device targeting, content exclusions.

    Display Ad Best Practices

    • Utilize high-quality images to enhance user understanding; avoid blurry or unclear visuals.
    • Do not overlay text or logos on images, and make the product or service the focal point.
    • Craft clear, compelling headlines and include relevant pricing or promotions.

    Remarketing Campaign Setup

    • Collect audience data using Audience Manager and implement global site tags for website visitors.
    • For app users, link Google Ads to the Google Play Developer account to access remarketing lists.
    • Create bespoke messages based on user behavior to improve engagement.

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    Description

    Explore the intricacies of Google Display Network in this Week 3 seminar. Learn about targeting options, various ad formats, and witness a demo on campaign creation. We'll also cover remarketing strategies for websites and app users to maximize your advertising efforts.

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