Section 8: Digital Advertising And Affiliates

False. Keywords should be as specific as possible. You pay each time your ad is clicked, so you don’t want simply the most clicks, but the most qualified clicks.

It’s called Affiliate Marketing, and it’s a common practice. But be careful about choosing your affiliates, as some are notorious for spamming, sending unwanted email.

These are all possibilities for what Ad extensions you can use. In general, these Ad extensions help, so use them.

False. Click-through rate is a quick, immediate indicator, but the better indicators are conversion rate and cost per conversion as the ultimate deciding factors.

Typically, paid search is paid based on the click-throughs, the number of people who click the ad and go through to your website or landing page.

An account consists of campaigns, which each have one or more AdGroups associated with it. These AdGroups contain keywords.

That’s false. The display url can be your website’s homepage even if a click results in the user being sent to a landing page within your website. The rule is that the link has to show what website, but not exactly what page within the website.

Even though they may not reside in locations near each other, the worldwide
community of affiliates is fairly tight-knit. So once you find one, it’s very likely that you’ll be able to find many others.

Remarketing, marketing only to those who have viewed your website previously, can be very valuable in that the searcher not only has confirmed intent to purchase, but is already familiar with your brand. These remarketing ads tend to have higher click-through rates, so definitely take advantage of this setting.

False. No such setting exists, as this is not allowed. Users must click a video for it to play. So your opening image needs to be one that entices the user to play your video.

It’s important that ads for the display network are more overtly enticing, as users only see these ads when they’re browsing about something else. So you have to overtly attract their attention and understand that they may not even be looking for your product or service. Users that see ads on the search network are already searching for something and are more likely to have heard of your product or service, so these ads can be targeted toward a later stage in the buying process.

7 is the neutral score.

Rotate, don’t optimize. When you choose “optimize”, Google shows the ad with the highest click-through rate more often, but those may not be the same as the ones with the greatest purchase amount. Click-through is not the ultimate goal, revenue is. So rotate the ads until you’re able to compile your own research showing which ads lead to better results.

You should look at the backlinks of any competitor of yours that you know has an affiliate marketing program. If you’re just looking at any competitor’s backlinks, you’re performing an SEO function. But finding out which affiliates are linking to (i.e. affiliates for) your competitors, can help you recruit (or even steal) them as affiliates of your own. To find a website’s backlinks, simply Google “Link: www.yourcompetitorswebsite.com”.

It’s your quality score that, along with your bid, determines the placement of your ad. Quality score, Google’s score that determines how relevant your ad is to your keyword, is important.

The most popular affiliate forum is ABestWeb.com, worth a look if you have the budget. It costs around $75 per posting, or $2500 to purchase your own sub-forum, where you can post as often as you like.