MKTG 370 Lecture Notes - Lecture 4: Conversion Marketing, Adwords
Document Summary
What is a serp: serp= search engine results page. Paid search: pros and cons: pros, quick, low cost setup, highly measurable and trackable, minimal development time required, cons, can be more expensive, cpc is climbing, constant monitoring required. Benefits of paid search: gives the advertisers control of their budget and audiences, has great amount of accountability regarding, where sales occurred, how much it costs, which keyword and ad triggered the sale. Components of paid search: ads, keywords, bid prices, auction model, cpc, landing pages. Creating ads: google adwords text ad guidelines, title / headline: maximum number of characters is 30, url line: maximum 30 characters, text: maximum of 80 characters, (including spaces) Avoid common ad writing mistakes: neglecting to use your keywords, using too many keywords, using poor grammar or spelling, using too much fragmented text, ad editorial guidelines, watch your language.
