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LIVErtising 2018 08 SEA

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Keynote 08 of my Master course in digital marketing communication at IHECS, Brussels

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LIVErtising 2018 08 SEA

  1. 1. LIVErtising.netS 2017-18 1 11 SEAdvertising Issues in Marketing Communication:
 LIVErtising 18.08
  2. 2. LIVErtising.netS 2017-18 SERP
  3. 3. LIVErtising.netS 2017-18 SERP SEA = Adwords = Auction
  4. 4. LIVErtising.net IHECS 2016-17 SEA = Adwords = Auction
  5. 5. LIVErtising.net IHECS 2016-17 AdRank = QS x Max CPC SEA = Adwords = Auction
  6. 6. LIVErtising.net IHECS 2016-17 bid AdRank = QS x Max CPC SEA = Adwords = Auction
  7. 7. LIVErtising.net IHECS 2016-17 bid AdRank = QS x Max CPC SEA = Adwords = Auction
  8. 8. LIVErtising.net IHECS 2016-17 bid AdRank = QS x Max CPC SEA = Adwords = Auction Expected CTR 1
  9. 9. LIVErtising.net IHECS 2016-17 bid AdRank = QS x Max CPC SEA = Adwords = Auction Expected CTR Relevance 1 2
  10. 10. LIVErtising.net IHECS 2016-17 bid AdRank = QS x Max CPC SEA = Adwords = Auction Expected CTR Relevance Geoloc + device 1 2 3
  11. 11. LIVErtising.net IHECS 2016-17 bid AdRank = QS x Max CPC SEA = Adwords = Auction Expected CTR Relevance Geoloc + deviceHistorical performance 1 2 34
  12. 12. LIVErtising.net IHECS 2016-17 bid AdRank = QS x Max CPC SEA = Adwords = Auction Expected CTR Relevance Geoloc + deviceHistorical performance Landing page 1 2 34 5
  13. 13. LIVErtising.net IHECS 2016-17 bid AdRank = QS x Max CPC SEA = Adwords = Auction 1 2 34 5
  14. 14. LIVErtising.net IHECS 2016-17 bid AdRank = QS x Max CPC SEA = Adwords = Auction 1 2 34 5 SEO
  15. 15. LIVErtising.netS 2017-18 http://learning.deltamethod.com/knowledgebase/bidding/
  16. 16. LIVErtising.netS 2017-18 http://learning.deltamethod.com/knowledgebase/bidding/
  17. 17. LIVErtising.netS 2017-18 http://learning.deltamethod.com/knowledgebase/bidding/
  18. 18. LIVErtising.netS 2017-18 http://learning.deltamethod.com/knowledgebase/bidding/
  19. 19. LIVErtising.netS 2017-18 http://learning.deltamethod.com/knowledgebase/bidding/
  20. 20. LIVErtising.netS 2017-18 http://learning.deltamethod.com/knowledgebase/bidding/
  21. 21. LIVErtising.netS 2017-18 http://learning.deltamethod.com/knowledgebase/bidding/
  22. 22. LIVErtising.netS 2017-18 http://learning.deltamethod.com/knowledgebase/bidding/
  23. 23. LIVErtising.netS 2017-18 http://learning.deltamethod.com/knowledgebase/bidding/
  24. 24. LIVErtising.netS 2017-18 https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks April 9, 2018
  25. 25. LIVErtising.netS 2017-18 1 S EA
  26. 26. LIVErtising.netS 2017-18 1 S EA Long tail Local SEO
  27. 27. LIVErtising.netS 2017-18 2 S EA
  28. 28. LIVErtising.netS 2017-18 8
  29. 29. LIVErtising.netS 2017-18 8
  30. 30. LIVErtising.netS 2017-18 9
  31. 31. LIVErtising.netS 2017-18 9 Landing page failure
  32. 32. LIVErtising.netS 2017-18 3 S EA
  33. 33. LIVErtising.netS 2017-18 3 S EA Bounce rate
  34. 34. LIVErtising.netS 2017-18 4 S EA
  35. 35. LIVErtising.netS 2017-18 5 S EA
  36. 36. LIVErtising.netS 2017-18 5 S EA
  37. 37. LIVErtising.netS 2017-18 6 S EA Extensions
  38. 38. LIVErtising.netS 2017-18 14
  39. 39. LIVErtising.netS 2017-18 14
  40. 40. LIVErtising.netS 2017-18 15
  41. 41. LIVErtising.netS 2017-18 16
  42. 42. LIVErtising.netS 2017-18 17
  43. 43. LIVErtising.netS 2017-18 18 http://blog.leadsquared.com/increase-ctr-adwords/
  44. 44. LIVErtising.netS 2017-18 7 S EA
  45. 45. LIVErtising.netS 2017-18 7 S EA DSA
  46. 46. LIVErtising.netS 2017-18
  47. 47. LIVErtising.netS 2017-18 21
  48. 48. LIVErtising.netS 2017-18 22 https://www.found.co.uk/blog/learning-love-dynamic-search-ads/#.WRCwlsklF-U http://www.pitstopmedia.com/sem/how-to-setup-adwords-dynamic-search-ads
  49. 49. LIVErtising.netS 2017-18 22 Unlike the standard search campaigns most advertisers use, DSAs don’t use keywords to target queries. Instead, Google determines which queries to show ads for based on the content of your website. It then generates a headline for the ad using the search query and selects the most relevant URL from your website. This is combined with your own description lines and display URLs to create the final ad. The ad enters the auction and competes normally — but Google will hold it back for any search where you also have an eligible keyword-targeted ad. https://www.found.co.uk/blog/learning-love-dynamic-search-ads/#.WRCwlsklF-U http://www.pitstopmedia.com/sem/how-to-setup-adwords-dynamic-search-ads
  50. 50. LIVErtising.netS 2017-18 8S EA
  51. 51. LIVErtising.netS 2017-18
  52. 52. LIVErtising.netS 2017-18 25 https://support.google.com/partners/answer/3154326?hl=en
  53. 53. LIVErtising.netS 2017-18 26

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