WorksheetsMKTG 351 Final (1)
Total questions: 55
Worksheet time: 36mins
Demand Generation (DG) is
An online marketing process
The process of utilizing specific strategies to prompt a consumer to act. For example, the action could manifest itself in the form of downloading an app, calling a phone number, filling out a lead-capture form on a website or making an e-commerce
purchase.
Is a quick way to drive sales to the brand’s web site in a cost-efficient manner
Organic because they are not ads – the company/client does not get charged
a fee when a consumer clicks on the ad.
What are the 3 main parts to Demand Generation (DG)?
PPC (Pay-per-click advertising)
SMM (Social Media Marketing)
SEO (Search Engine Optimization)
What is the main benefit of PPC (Pay-per-click)?
It provides immediate exposure to the consumer within the search results page on Google. It also gives you the ability to test and refine campaigns quickly and control your ad messaging.
Is most effective for establishing and nurturing relationships with consumers via responding to customer/client inquiries and providing useful /relevant content
Is beneficial because it helps you be found consistently in trusted organic search results.
What is the main benefit of Social Media Marketing (SMM)?
Is most effective for establishing and nurturing relationships with consumers via responding to customer/client inquiries and providing useful /relevant content
It provides immediate exposure to the consumer within the search results page on Google. It also gives you the ability to test and refine campaigns quickly and control your ad messaging.
It helps you be found consistently in trusted organic search results.
What is the main benefit of Search Engine Optimization (SEO)?
Is beneficial because it helps you be found consistently in
trusted organic search results.
Is most effective for establishing and nurturing relationships
with consumers via responding to customer/client inquiries and
providing useful /relevant content
It provides immediate exposure to the consumer within the search results page on Google. It also gives you the ability to test and refine campaigns quickly and control your ad messaging.
Select the ones that fit the definition of Pay-Per-Click (PPC)
Pay-per-click (PPC) is the placement of a small “Ad” on the search results page for a specific keyword or keywords in return for a
specific payment when a visitor actually clicks on your ads
You pay nothing to appear on the results page per se; you only pay the amount you have agreed to (or bid for) when someone actually clicks on your ad and is taken to your Shutters web site.
A Pay-per-click (PPC) campaign is a quick way to drive sales to the
brand’s web site in a cost-efficient manner.
You can gain top positioning for certain keywords.
PPC is flexible, measurable, accountable, and fully scalable.
What are the three main ad types that you will find on the search results page of Google?
Product Listing Ads (PLA) (aka Google Shopping Ads)
Sponsored Text Ads
Organic Listings
Keyword Bidding
Product Listing Ads are one form of SEM that allows you to put a picture and a price of a product at or near the top of Search Engine Results Page.
True
False
(a) are paid advertisements that relate to the keyword phrase typed in the search bar.
Organic Listings are advertisements
True
False
Organic Listings are...
Not advertisements, but are links to web pages
that populate in an order to what the search engine deems most
relevant to what was typed in the search bar.
They are organic
because they are not ads – the company/client does not get charged
a fee when a consumer clicks on the ad.
Part of SEO
Are one form of SEM that allows you to put a picture and a price of a product at or near the top of Search Engine Results Page.
What are the elements that make-up Google Ads?
The Campaign
Ad Groups
Keywords & Keyword Bidding
Ads
Placement
Quality Score is not an element that makes up Google Ads.
True
False
Which of the following fits the definition of Ad Campaigns?
Is a set of ad groups (ads, keywords, and bids) that
share a budget, location targeting, and other settings.
Are often used to organize categories of products or
services that you offer.
Your AdWords account can have one or many ad campaigns running.
One or more ads which target a shared set of
keywords
Which of the following is true for Ad Groups and Ad Campaigns?
Each campaign consists of one or more ad groups.
Are paid advertisements that relate to the
keyword phrase typed in the search bar.
Is flexible, measurable, accountable, and fully scalable.
Which of the following fits the definition of Ad Groups?
Contains one or more ads which target a shared set of
keywords
We use it to organize your ads by a common theme.
Are often used to organize categories of products or services that you offer
Helps to build new Search Network campaigns or expand existing campaigns.
Which of the following fits the definition of Keywords?
They are words or phrases describing your product that you
choose to help determine when and where your ad can appear
The keywords you choose are used to show your ads to your target
audience
They are based on a CPC model
Determined by how much advertiser is willing to pay
The Google (a) in particular is a tool that helps to build new Search Network campaigns or expand existing campaigns. It will help you get keywords and ad group ideas, historical statistics, keywords trend, competitions, bidding, etc.
(a) refers to the actual price you pay for each click in your pay-per-click (PPC) marketing campaigns.
Most PPC campaigns are based on a CPC model.
True
False
Most PPC campaigns are based on a CPC model.
True
False
f a competitor is willing to pay $1.51, their ad may rank (a)
CPC ________ based on the competitive landscape
and ______
varies for each keyword; changes constantly
is a tool that helps to
build new Search Network campaigns; the actual price you pay
are words or phrases; determine when and where your ad can appear.
refers to the actual price you pay; your marketing campaigns
For CPC bidding, you'll choose between ____ and ____
manual bidding; automatic bidding
ad groups; ad campaigns
keywords; key concepts
SEO; SMM
CPC bids on your behalf, with the goal of ____
getting you the most clicks
possible within that budget.
expanding existing campaigns
using ad groups to organize your ads by a common theme.
With ____, you'll set one maximum CPC bid for an entire
ad group, but can also set different bids for individual keywords.
manual bidding
automatic bidding
What determines your ad ranking?
How much an advertiser is willing to pay.
Organic Listings
Keywords describing your product
Your AdWords account
(a) is taken into effect when determining position.
Quality Score....
Is reported on a 1-10 scale and its components include
expected click through rate, ad relevance, and landing page
experience.
Helps save time and effort in marketing
Leverages on digital platform to promote and sell goods and services
Protects the environment as high scores are bad for the environment
Higher quality ads can lead to (a) and better ad positions.
Your Quality Score depends on multiple factors, including
Your click-through rate (CTR)
The relevance of each keyword to its ad group
Landing page quality and relevance
Your choice of CPC bid
Your Quality Score depends on multiple factors, including:
The relevance of your ad text
Your historical AdWords account performance
Organic search results
Demand generation
What is a landing page?
a standalone web page, created specifically for the
purposes of a marketing or advertising campaign
It’s where a visitor “lands” when they have clicked on a Google
AdWords ad or Facebook ad etc.
provides in-depth reporting on how people use your
website.
shows you how people found your site and how
they explored it.
Landing pages are designed with a single focused objective – known
as a (a)
The (a) is one of several factors that helps
determine a keyword's Quality Score.
The experience of a landing page is represented by such things as
the ___ and ___ of information provided on the page,
_________ for the user, and ______are on the page
usefulness, relevance; ease of navigation, how many links
PPC, CPC; appropriateness, how many pop-ups
cost, amount; reading time, what kind of products
How is Google Analytics useful?
provides in-depth reporting on how people use your
website.
shows you how people found your site and how they explored it. From this information, you can get ideas for how to enhance your website – or in other words optimize the content and user experience based on the data.
it is free to use
it can be used with other helpful tools like SimplyAnalytics
If you use Google Analytics and AdWords together, you can learn
about what customers do on your site after clicking your ad. Use this
information to help improve your customers' experience on your
website, which in turn can help you ______ and your overall ______.
increase conversions
return on ad spend (ROAS)
create product listing ads
product sales
Immediate Visibility in Search Engines
PPC
SMM
SEO
Direct Demand Generation Channel
PPC
SEO
SMM
Controlled Ad Messaging
PPC
SEO
SMM
Ability to Test & Refine Campaigns Quickly
PPC
SEO
SMM
Establish One-on-One Connections with Target Markets & Key Influencers
SMM
SEO
PPC
Real-Time Feedback and Market Research
SMM
SEO
PPC
Create / Enhance Relationships with Customers & Partners
SMM
SEO
PPC
Be Found Consistently in Trusted Organic Search Results
SEO
SMM
PPC
Greater Leverage for Launching Future Content Marketing Initiative
SEO
SMM
PPC
Create a Platform for Testing New Marketing Opportunities
SEO
SMM
PPC
Which one gives you immediate exposure?
Pay-Per-Click (PPC)
Social Media Marketing (SMM)
Search Engine Optimization (SEO)
Which provides ongoing communication?
Social Media Marketing (SMM)
Search Engine Optimization (SEO)
Pay-Per-Click (PPC)
Which provides long-term visibility?
Search Engine Optimization (SEO)
Pay-Per-Click (PPC)
Social Media Marketing (SMM)
What is a SEM Rush?
designed to help people with limited experience or knowledge understand and use SEO
Provides recommendations for optimizing on-page SEO, including keyword recommendations, backlink probability, and target content length
Checks a website's daily rankings for a custom group of target keywords
Helps understand how a business stacks up to competitors
A website audit is an examination/analysis of a website's strengths and weaknesses. Basically, it is a (a) test used to help companies improve their website.
A website audit's purpose is to identify strengths and weaknesses on a website to improve its overall performance and achieve desired goals, like increased traffic or better conversion rates.
True
False
Identify the hierarchy of information on the Google Search results page as it relates to Google Shopping ads, Google Text Ads and Organic Search Results.
Order is from top to bottom (left to right)
(1) Google Shopping Ads (2) Google Text Ads (3) Organic Search Results
(1) Organic Search Results (2) Google Shopping Ads (3) Google Text Ads
(1) Google Text Ads (2) Organic Search Results (3) Google Shopping Ads
