Welcome to our free Introduction to Google AdWords tutorial. This tutorial is based on Webucator's Introduction to Google Ads course.
Find the right definition for the following terms:
|CPC||AdWords Ad which you wrote.|
|Impression||Average amount spent on bringing visitors to your landing page.|
|Avg. CPC||Number of times someone clicked the ad.|
|Clicks||Single instance of SERP that contains your ad.|
|CTR||Amount of money you agreed to pay per click.|
|Creative||Money you spend on clicks.|
|Cost||Clicks divided by impressions.|
Search engines rely on complex ranking algorithms to decide the search result rank of any Web site. This process is dynamic and rankings are continuously updated.
Search engines also use "spiders" or "Web crawlers" to gather information about your site and bring it back to be analyzed by a powerful central engine.
Search Engine Optimization (SEO) refers to a diverse set of activities that you can perform to increase the number of desirable visitors who come to your Web site via search engines which is also referred to as organic medium.
In contrast to organic medium, a paid medium is one in which you are paying to bring visitors to your Web site.
Consider the following points before you start your online marketing campaign:
Identify what makes your products/services unique.
First identify your audience on a global scale and then decide if you want to focus on a particular segment.
Think in terms of your customers' pain points and how your product/services is going to solve your customers' problems (e.g., instead of saying "'rapid weight loss program" in your marketing message it will be more effective if you say "Get in shape for your wedding in a week").
Take a moment to think about your business. List the differentiating factors, target audiences, and selling points unique to your business.
Pay Per Click (PPC) advertising started gaining momentum in 1998 and at that time it was hard to predict if the PPC medium would succeed or not.
According to Forrester Research, by 2014, SEM will account for 21 percent of all advertising dollars spent.
Google alone has around 63 percent market share in the SEM industry.
Highly targeted approach toward marketing. Your ad is displayed to only those people who are searching for products/services which you want to market.
Conversion vs. Exposure: Advertisers have to pay only when a prospect clicks on their ads, and there is no charge for displaying your ad on a search engine. Thus, emphasis is on conversion and not exposure.
Control:Ability to measure conversions and cost per conversion, manage daily budget, and measure ad performance allows more control over your marketing efforts.
Simplicity: Do-it-yourself model allows small businesses to start marketing campaign without the huge overhead cost associated with traditional marketing campaigns.
|PPC||Pay-per-click is a pricing model an advertiser gets charged each time a prospect clicks on the advertiser's ad.|
|CPC||Cost-per-click is the amount you'll actually pay for a click on your ad.|
|Creative||Your actual ad content (i.e., four lines of text in AdWords).|
|SERP||Search Engine Results Page.|
|Impressions||Number of times your ad has been displayed by a search engine, represents visibility.|
|CTR||Click-through rate = clicks divided by impressions; measure of relevancy.|
|Ad Rank||The position of a keyword-targeted ad on SERP.|
|Quality Score||Quality Score is a measure of relevancy. There are several types of Quality Scores (e.g., for ad, for keyword).|
|Google Content Network||Google's partner network (Web sites, blogs, etc.) where AdWords ad can be displayed based on content themes rather than specific keywords.|
|Click||How many times someone clicked on your ad to visit your site.|
|Avg. CPC||Average amount you paid per click on your ad.|
|Max CPC||Maximum amount you are willing to pay when someone clicks on your ad.|
|Avg. Pos.||Average position of your ad on the SERP. Varies depending on your ad performance.|