
DM Chap 6 Vocab
Authored by Elizabeth White
Business
9th - 12th Grade
Used 2+ times

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12 questions
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1.
MATCH QUESTION
5 mins • 5 pts
Match the following
Bid Estimate
Keywords that are intentionally excluded so that when a customer use such a keyword, the advertisers search ad would not appear
Negative Keywords
The Portable cost when a customer click on an ad on the organizations search ad
Keyword List
Details about the product or service begin offered
Description
List of keywords and key phrases a search marketer instructs a search engine to use
Account Level
An umbrella-like level for an organization's search advertising, which may include a number of campaigns
2.
MATCH QUESTION
5 mins • 5 pts
Match the following
Cost per Action Model
Showing up on search engines in top advertising spots in the short term
Long-Tail Keywords
SEM bidding model in which the advertiser pays a certain amount of each action by a consumer
Callout Extension
An ad extension that allows extra text that may present an organization's unique selling points or benefits
Rapid Positioning
Match type that requires the exact keyword, or close variation of the keywords, specified by the search marketer
Exact Match
Keyword phrase, longer than just a single word
3.
MATCH QUESTION
5 mins • 5 pts
Match the following
Brand Keyword Strategy
Use of branded keywords in search ads
Manual Bidding Process
Trying different keywords to determine what keywords and key phrases work best in ad searches
Actual CPC
Ads that stand out from the rest of a website in a box or banner
Display Ads
The amount search advertisers are actually charged for single consumer clicks
Keyword Testing
SEM auction process in which the advertiser specifically selects the max cost per click
4.
MATCH QUESTION
5 mins • 5 pts
Match the following
Responsive Ads
SEM bidding model in which the advertiser pays each time a search ad is clicked on
General Keyword
Automated SEM auction process that uses machine learning to increase conversion rates of ad auctions
Campaign Level
A keyword that includes generic terms
Smart Bidding
Expanded text ads that take advantage of machine learning to deliver more relevant ads to consumers
Cost per Click Model
A level of SEM involving individual subsets of strategic SEM activities that are intended to promote an organization's goal or objective
5.
MATCH QUESTION
5 mins • 5 pts
Match the following
Pay-per-click ads
The amount of money a search marketer specifies as the maximum they wish to spend on a keyword when a consumer clicks on the organizations search ad
Cost per View Model
Budgeting strategy conducted automatically and focused on selected metrics
Suggested Bids
SEM bidding model in which the advertiser pays for video views and related interactions
Automated Bidding
The amount google suggests the search marketer should bid for a specific keyword
Bid
Ads that appear on the search results page after a user conducts a search using a search engine
6.
MATCH QUESTION
5 mins • 5 pts
Match the following
Conversion Tracking
SEM metric that measures the amount of revenue on organization earns for every dollar is spends on an ad campaign
Headline
Targeting those who have visited but left an organization's website, by attempting to re engage them with additional advertising for that came product
Related Keywords
The “title” of a search ad, usually displayed in the largest type size in the ad
Returns on Ads Spent
Keywords that are connected or similar and that may not have been thought of while coming up with a keyword list
Dynamic Remarketing
Digital tool that tracks which search ads most effectively resulted in actions or acquisitions
7.
MATCH QUESTION
5 mins • 5 pts
Match the following
Display URL
Short videos that may appear on sites such as YouTube and allow advertisers to engage with consumers through imagery, sound , and related mechanisms
Mispelled Words
The website address or an organization whose product or service are advertised in search ads
Local Inventory Ads
The extent to which an ad relates to the consumers expected needs
Relevance
A feature in which consumers can click on ads to a google storefront that promotes details about an organization's local store and its products
Video Ads
A keyword that search marketers may consider including in the keyword list so that their search ad will appear even if consumers misspell or mistype the keyword in the search engine
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