COMMERCE 4MH3 Lecture 4: Week 4 (Unit 5 – Search Engine Marketing SEM)
Document Summary
Week 4 unit 5 search engine advertising. Ads are appear when users type a certain keyword. When user clicks on add, they get directed to a page or a specifically designed page with targeted information that the company wants the user to know (landing page) Advertisers don"t pay for ads to show and only pay when an ad is clicked. In market audience: currently looking to buy something online rn (e. g. car models) Headlines: info that makes the user click the ad. Display path url is not the actual url of the ads landing page just there for display: final url is not shown to the users (just for them to see relevancy of the link) Ad extensions: additional optional links increasing its click through rate. We will be more focused on text ads. Googles algorithm analyses bids to rank the ads (higher the better)
