Chapter 6: Paid search marketing

Question 1

keyword selection tytpes

Answer 1

Exact match
o Searched is exactly what comes up
o Good as don’t get people not wanting product
o Bad as miss out on typos

Broad match
o Broadly match key words

Phrase match
o Ex: wakeboard sale
o Includes other words other then the key word

Question 2

Negative keywords

Answer 2

Negative keywords
- : ensures no match what search query a consumer enters the ad will not be displayed if the word is used

Question 3

ways to choose search targets

Answer 3

geography
device type
timing
language

Question 4

4 things to consider for key words

Answer 4

searcher intent
average monthly searches
level of competition
suggessted bid

Question 5

5 elements of an ad copy

Answer 5

o 1) final URL
o 2) Headlines
o 3) Display Path
o 4) Descriptions
o 5) Ad extensions
 Give more options to go to

Question 6

most important part of a ad copy

Answer 6

final URL

Question 7

need for effective ad copy

Answer 7

o Keyword for relevance
o Unique value proposition
o Call to action

Question 8

ad rank is based on

Answer 8

bid amount
quality score

Question 9

quality score

Answer 9

• Expected CTR
• Ad relevance
• Landing page experience