Search Study Guide.docx - Paid Search Online advertising...

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Paid Search – Online advertising that ties an ad to specific keyword based search Organic Search – Listings on results pages that appear because of specific relevance to search The objective of search marketing is… - Awareness - Conversion Paid Search Metrics: Awareness: - Impressions – How many times ad appears on results page - Impression Share – Impressions on ad / possible impressions available - Average Position – On results page Conversion: - Engagements - Clicks - Click Through Rate – Clicks/Impressions - Cost Per Click - Revenue per Click Organic Search Metrics: Awareness: - Known and unknown keywords – Keywords driving people to site - Known and unknown branded keywords – Keywords containing brand that drive people to site - Average Position Conversion: - Search Referrals – Site traffic directed from results page - Revenue per keyword Search Data Used For: - Messaging for paid ads - Product innovation - Brand associations - Trends and seasonal changes SERP = Search Engine Results Page
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  • Spring '18
  • Sean McGahey
  • Pay per click, Click fraud, Organic search, Search Analytics Tools

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