HTI 746 Lecture Notes - Lecture 7: Adwords, List Of Google Products, Bid Price

• School: Ryerson University
• Department: Hospitality and Tourism Management
• Course: HTI 746
• Professor: Norman Shaw

Document Summary

Search engines like to help and have good tools. Find some keyword tools: for organic keywords, for ppc keywords. Factors: relevance of each keyword, relevance of ad text, click-through rate (ctr, landing page quality and relevance. Bid price does not matter because it depends on the relevance. Budget keep it low and monitor it. Lecture: ppc, quality score, landing pages, google adwords. What is a site map: map of all the various pages of what you can find. How does it help a visitor: help find out where things are. Organic = pr: you don(cid:495)t know who will pick up your message, your message appears where you want it. Organic: results can take up to 3 months or longer, you don(cid:495)t pay any referral or click fee, the search engine earns. Entry page: where the visitor first lands, not necessarily the home page, directed there by an external link, directed there from a search engine.