DM Chap 6 Vocab

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

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

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

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

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

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

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

Match the following

• Qualified Leads

• Advertising that prompts consumers to remember specific brands, products or services with a goal of having consumers decide to purchase specific brands again

• Sitelink Extension

• Match type that allows ads to be displayed if the keyword or close variation are within the search terms

• Generic Keyword Strategy

• Digital consumers who are more likely than other leads to convert to customers because of their buying potential and interest

• Reminder Advertising

• Use of general keywords in search ads

• Phrase Match

• Ad extension that allows an ad to to be augmented with web links that take consumers directly to a specific page on an advertisers site

Match the following

• Price Extension

• A keyword that includes the name of the brand

• Match Types

• The groupings that define how closely search terms are matched with search ads

• Branded Keywords

• Keywords that are related to an organizations offering but are not directly including in its keywords list

• Affinity Keywords

• An ad extension that allows products and services to be displayed with their prices

• Display Campaign

• Marketing campaigns that advertise products or services by placing visuals on display networks

Match the following

• Location Extension

• A keyword that us used by an organization's competitors

• Competitive Keywords

• SEM bidding model in which the advertiser  pays a certain amount for each impression

• Search Advertising Budget

• Code added to an organization's website that will enable website marketers to scan data on each page of the website and send it to various analytic pages

• Cost per Impression Model

• The amount of money dedicated to a search ad campaign or to overall search advertising, for a specific time period

• Tracking Code

• Ad extension that shows an organization’s location can be linked to details of the organization such as business hours