DM Chap 6 Vocab

Match the following

• Negative Keywords

• Keywords that are intentionally excluded so that when a customer use such a keyword, the advertisers search ad would not appear

• Description

• The Portable cost when a customer click on an ad on the organizations search ad

• Keyword List

• List of keywords and key phrases a search marketer instructs a search engine to use

• Bid Estimate

• Details about the product or service begin offered

• Account Level

• An umbrella-like level for an organization's search advertising, which may include a number of campaigns

Match the following

• Long-Tail Keywords

• 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

• Cost per Action Model

• SEM bidding model in which the advertiser pays a certain amount of each action by a consumer

• Rapid Positioning

• An ad extension that allows extra text that may present an organization's unique selling points or benefits

• Callout Extension

• Showing up on search engines in top advertising spots in the short term

Match the following

• 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

• Manual Bidding Process

• Use of branded keywords in search ads

• Actual CPC

• Trying different keywords to determine what keywords and key phrases work best in ad searches 

• Brand Keyword Strategy

• Ads that stand out from the rest of a website in a box or banner

Match the following

• Responsive Ads

• Expanded text ads that take advantage of machine learning to deliver more relevant ads to consumers

• Campaign Level

• Automated SEM auction process that uses machine learning to increase conversion rates of ad auctions

• Smart Bidding

• A keyword that includes generic terms

• General Keyword

• SEM bidding model in which the advertiser pays each time a search ad is clicked on

• 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 google suggests the search marketer should bid for a specific keyword

• Bid

• 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

• Cost per View Model

• 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

• Automated Bidding

• Ads that appear on the search results page after a user conducts a search using a search engine

Match the following

• Returns on Ads Spent

• 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

• Keywords that are connected or similar and that may not have been thought of while coming up with a keyword list

• Conversion Tracking

• Digital tool that tracks which search ads most effectively resulted in actions or acquisitions

• Headline

• SEM metric that measures the amount of revenue on organization earns for every dollar is spends on an ad campaign

• Dynamic Remarketing

• The “title” of a search ad, usually displayed in the largest type size in the ad

Match the following

• Display URL

• The website address or an organization whose product or service are advertised in search ads

• Mispelled Words

• 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

• Local Inventory Ads

• Short videos that may appear on sites such as YouTube and allow advertisers to engage with consumers through imagery, sound , and related mechanisms

• 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

• The extent to which an ad relates to the consumers expected needs

Match the following

• 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

• 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

• Generic Keyword Strategy

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

• Sitelink Extension

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

• Reminder Advertising

• Use of general keywords in search ads

Match the following

• Display Campaign

• A keyword that includes the name of the brand

• Affinity Keywords

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

• Branded Keywords

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

• Price Extension

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

• Match Types

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

Match the following

• Search Advertising Budget

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

• Competitive Keywords

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

• Cost per Impression Model

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

• Tracking Code

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

• Location Extension

• 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