objective of paying for CPM bid - Answers -increasing brand awareness
objective of paying for CPC bid - Answers -driving traffic to website
objecting of paying for CPA bid - Answers -conversions (i.e. purchasing, email list, etc)
Quality Score - Answers -Google's way of encouraging high-quality ads --> higher
quality score, lower the price per click
-basis for measuring the quality of keyword, ad, and determining CPCs
-determined by CTR, relevance of text, historical keywords performance, and other
relevancy factors
How to check quality score - Answers -Campaigns tab > Keywords tab > Qual.Score
(column on the right)
True/False
, you get different quality scores for different types of devices - Answers -true
True/False
If your competition bids higher than you, you CANNOT win a higher position at a lower
price - Answers -False
-can obtain through relevant keywords and ads
Keyword - Answers -words or phrases you choose that can trigger your ad to show on
search and other sites
Placements - Answers -to control where your ads appear (like on another
partner/google-owned site)
Image ad/Display ad - Answers -ads with photos or artwork
Video ad - Answers -ads with videos
campaigns & ad groups - Answers -campaign has daily budget and targeting
preferences --> 1 or more ad groups under campaign
Impressions - Answers -when an ad is displayed on Google or Google Network
Click - Answers -when a user clicks on the ad
Clickthrough rate (CTR) - Answers -a metric to show how ads are performing
(more relevant the ad --> higher the CTR)
CTR =( Number of ad clicks/Number of Impressions)x100
Cost-per-click (CPC) - Answers -default pricing model that charges you for each click
your ads receive
Maximum cost-per-click (max CPC) - Answers -highest amount that you're willing to pay
for a click on your ad
- for individual keyword or overall ad group
Cost-per-thousand impressions (CPM) - Answers -paying for views on ad (there's a max
CPM too)
-only avail for campaigns that target the "Display Network" (not Google search or search
partner sites)
First page bid estimates - Answers -metric that estimates the CPC bid needed for your
ad to reach the first page of Google search
-based on Quality Score & other competition
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller millyphilip. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $11.49. You're not tied to anything after your purchase.