SEM Flashcards
(22 cards)
Paid search ads are restricted by character length. What are those lengths?
Title Line 1: 30 characters
Title Line 2: 30 characters
Description: 80 characters
What’s the difference between Ad Position and Ad Rank?
Ad position - ranking in which your ad appeals, often reported as an average
Ad rank - A Google value that’s used to determine your ad position, whether your ad will show against a query, and the price you page. This is calculated using your big amount and Quality Score, plus the expect impact of extensions and other ad formats
How do you calculate conversion rate?
Take the number of conversions and divide it by the number of clicks
How many Google searches take place everyday?
6 billion
How many people search online everyday?
3 billion+
What percentage of all searches are brand new?
20%
What percentage of people research online before buying?
94%
What percentage of people research local products and search online before buying offline?
97%
What percentage of people won’t buy from a brand if they can’t find it online?
40%
Online spend increased by what percentage year on year?
11.7%
Paid search accounts for what percentage of online spend?
46%
Advertisers spend how many on paid search per year?
Nearly $3.5 billion
Google share in Australia is what percentage?
94%
Google share globally is what percentage?
92%
What is the second most popular search engine in Aus?
Bing
True or false: The SEM trading model is based on an auction, however advertisers only pay when someone clicks on their ad.
TRUE
Ad Rank is based on what?
- Max Bid
- Relevance to the searcher
- How effective Google thinks your ad will be
True or false: the Ad Rank is just about price?
FALSE
Search engines consider relevance of your ad and your landing page, to ensure that only useful results are delivered to their users.
True or false: the lower the quality score, the better.
FALSE
The higher the quality score, the better.
What are the 5 key steps to SEM campaign management?
- Determine KPIs and decide which keywords you want show ads for
- Ads show when someone searches for your keywords
- You pay when they click on your ad
- Potential customers can easily find your website
- On-going optimisation according to client KPIs.
What are the 5 key points to ensure Effective Ad copy?
- Include keywords - put the keyword in the title
- Brand - highlight the unique selling proposition
- Use a strong call to action - include prices, promotions
- Land page relevance - ad copy should align with messaging on the landing page (where searchers can also find more info)
- Check detail - pay attention to syntax, grammar and spelling
True or false: Effective ad copy requires ongoing keyword and consumer research, as well as rigorous testing
TRUE
