MKTG 423 Lecture Notes - Lecture 7: Pay Per Click, Bounce Rate
Document Summary
The search engine chargers advertisers each time when their ad is clicked. The business advertises on google to show up on the serp. Pays google every time when a visitor clicks on the sponsored link. Pick keywords and other factors accompany your keywords. Search for yourself: what would you type in searching for a specific product. Competitive research: who is advertising under these keywords. Matches an exact keyword or close variant (misspellings, abbreviations. Returns results that broadly match the keyword. Defines what parts of a key phrase that should be subject to an exact match, and the rest of the broad match. Shows the ad only when the searched phrase includes the target keyword. Instruct the search engine when not to display an ad. Advertisers can select when to show their ad based on other things such as location, device used, time of day, etc. Full url of the landing page that is not shown to searchers.
