Search Engine Marketing – Flashcards

SEM is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.

CPC - cost per click CPM - cost per thousand impressions CTR - click through rate (often main goal) CPA - cost per action Conversion rate Quality score API - application programming interface SERPs - search engine results pages

Relevance of your ad text Historical keyword performance Other relevancy factors (landing pages) Out of 10 - determines visibility and price of ad

Lets you show ads to users who've previously visited your website as they browse the web

Negative keywords - Don't want show ad when FREE is searched for Split testing A/B Display network

Avoid clutter Improve creative quality Precise targeting Right metrics for measurement Include a CTA

What you're willing to pay per click What your competitors are paying Quality score Value of ad space

Competitors - learn from them and target them Typos Take them to the right place See what people are searching for (search term reporting) Be direct and stand out Invest in long tail keywords (low search volume but high conversion rate) Geo targeting Highly targeted ad copy - increase relevance Daily monitoring

Target relevant keywords Avoid unnecessary repetition and duplication Create useful, information-rich content for both human visitors and search engines Don't conceal, manipulate or over-optimize content Links should be legitimate and achieved legitimately Follow search engine rules