Paid Search Advertising (ch 11) wk3

Question 1

Definition:

Advertising for which the advertiser pays only for each click on their advert.

Answer 1

Pay Per Click (PPC)

Question 2

Definition:

The total clicks on a link divided by the number of times that an ad link has been shown; expressed as a percentage.

Answer 2

Click Through Rate

Question 3

Definition:

The first page a user reaches when clicking on a link in an online marketing campaign. The pages that have the most success are those that match up as closely as possible with the user’s expectations.

Answer 3

Landing Page

Question 4

Name 4 types of PPC Advertising.

Answer 4

See Below:

Question 5

Definition:

A unique web address that is branded for marketing purposes. It takes a long address and converts it into a shorter, customised link, which is coherent with your brand and is more trustful to click.

Answer 5

A Vanity URL

Question 6

Let’s discuss the Anatomy of a Paid Search Ad.

Name the 5 fields and their maximum character lengths

Answer 6

See Below:

Question 7

A call to action would be inserted into what field of a paid search ad?

Answer 7

The description field. (80 character max)

Question 8

True or False:

Google may add extensions automatically

Answer 8

True

Question 9

Identify the four examples of Ad Extensions below.

Answer 9

See Below:

Question 10

Identify the two examples of Ad Extensions below.

Answer 10

See Below

Question 11

True or False:

Company’s should build links to multiple landing pages relevent to the keyword searches entered at the search engine platform.

Answer 11

True

Question 12

True or False:

Landing pages can not effect the quality score of an ad.

Answer 12

False

Question 13

Ad rank factors determine ________ and ________ of our ads.

Answer 13

Ad rank factors determine visibility and placement of our ads.

Question 14

True or False:

CTR rates through the first 5 Ad positions will result in over 10%.

Answer 14

False

Question 15

Name the 4 major components of Google’s Quality Score.

Answer 15

See Below:

Question 16

Define the formula that ultimately determine ad rank and position for Google paid search results.

Answer 16

See Below:

Question 17

While conducting keyword research and analysis name four (4) areas that should be concentrated on.

Answer 17

See Below:

Question 18

When thinking about keyword relevence name 4 categories that keyword terms might fall under.

Answer 18

See Below:

Question 19

Definition:

Helps with customer reach. The number of searches for a particular keyword in a given timeframe

Answer 19

Keyword Search Volume

Question 20

What metric should you use when analyzing keyword cost?

Answer 20

Cost-per-Click

Question 22

Define the following concept in a few words:

“As the length of search increases the volume of searches decreases”

Answer 22

Long Tail of Search

Question 23

Match Type Definition:

Includes phrases containing your keywords, in any order, as well as variations (e.g., synonyms, misspellings)

Answer 23

Broad Match

Question 24

Match Type Definition

Includes phrases containing your keywords, in any order, as well as variations (e.g.,synonyms, misspellings) but only shows ads in searches including words
designated with a plus sign (+red +shoes)

Answer 24

Broad Match Modifier

Question 25

Match Type Definition

Search phrases containing your keywords, in the same order, as well as other words

Answer 25

Phrase Match

Question 26

Match Type Definition: Search phrases with the exact words in the same order

Answer 26

**Exact Match**

Question 27

Match Type Definition: Search words that won’t activate your ads, regardless of what other words are used

Answer 27

**Negative Match**

Question 28

What keyword Match type should i use if I want the lowest reach and sharp targeting?

Answer 28

**Exact Match**

Question 29

What keyword Match type should i use if I want the highest reach and broad targeting?

Answer 29

Broad Match

Question 31

Definition A feature offered in Google Ads (formerly Google AdWords) and other ad networks which allows you to customize an ad to a searcher’s search query.

Answer 31

**Dynamic Keyword Insertion**

Question 33

Within the Google Adwods account structure ads are organized in grouping under \_\_\_\_\_\_\_\_?

Answer 33

**Campaigns**

Question 34

Within Google AdWords Account Structure, ads that have a common grouping fall under what?

Answer 34

**Ad Groups**

Question 35

Order the following steps for planning and setting up a Paid Search Campaign. * Conduct key word research * Launch a campaign by placing bids * Define business objectives/metrics for sucess * Measure and analyze results, test and optimize * Define business goals and conduct market research * Create ads ( heading, description, path extensions) and ensure tracking is in place * Establish a budget

Answer 35

See Below:

Question 36

Calculate the following Break Even Point Analysis: PPC Conversion Cost = Profit Margin per Sale = BEP CPC for Avg. Sale = BEP CPC for LTV =

Answer 36

See Below:

Question 37

What area of key word analysis do the following bullets fall under? * Determine who are your company's that sell similar products * Assess the use of paid search by company's that sell similar products * Evaluate Quality Score components of thee companies

Answer 37

(keyword) **Competitive Analysis**

Question 46

Definition: keywords that help identify your business based on its location and the location of your desired customer base

Answer 46

Geo-targeting

Question 48

What is the default match type on Google Search?

Answer 48

**Broad Match**

Question 49

**Definition:** what you write to entice searchers to click on your ad.

Answer 49

**Ad Copy**

Question 50

# Define the formula:

Answer 50

See Below

Question 51

Define the formula

Answer 51

See Below:

Question 52

Define the formula

Answer 52

See below:

Question 53

Define Formula:

Answer 53

See Below:

Question 54

Based on the following calculations if your CPC turns out to be $.40 are you profiting or taking a loss?

Answer 54

You cost per click is **above** the $.34 break even point so you are **taking a loss**.

Question 55

Based on the following calculations if your CPC turns out to be $.20 are you profiting or taking a loss?

Answer 55

You cost per click is **below** the $.34 break even point so you are making a profit.