Flashcards on Introduction to Digital Marketing
Introduction to Digital Marketing: A Student Guide
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Paid Media & Advertising - Search Ads
210 cards
Card 1
Question: What is a search term in search advertising?
Answer: The keywords a user enters when searching on a search engine.
Card 2
Question: What does SERP stand for and what is it?
Answer: Search engine results page; the actual results returned to the user based on the precise words or phrases from a search query.
Card 3
Question: What are sponsored results on a SERP?
Answer: Search engine results that are paid for by the advertiser.
Card 4
Question: What is the main goal of search advertising?
Answer: To place online advertisements on search engine results pages to connect products with consumers likely in the buying phase of the customer lifecycle.
Card 5
Question: Why is structuring your Ads account important?
Answer: It helps oversee advertising spend, determine ad effectiveness, manage ads and bids, and switch off ineffective ads.
Card 6
Question: How should you organise a search Ads account?
Answer: Organise into campaigns reflecting strategy, and within each campaign create ad groups—sets of ads with a common characteristic or focus.
Card 7
Question: Give examples of how to structure ad groups for an online book seller.
Answer: Ad groups could focus on specific genres, authors, events, special offers, local stores, online sales, branded terms, competitor terms, and generic in
Card 8
Question: Which search engine is considered the industry standard and why?
Answer: Google; it has over 90% of users, supports multiple currencies, ties to comprehensive analytics, offers training and certifications, and has strong co
Card 9
Question: What change did Google begin rolling out in July 2018 for search ads?
Answer: Google began rolling out responsive search ads aiming to phase out Expanded Text Ads and fully transition to Responsive Ads.
Card 10
Question: What is the recommended ad format in Google Ads as of the rollout?
Answer: Responsive search ads—Google Ads strongly advises using Responsive Ads over Expanded Text Ads.