basic concepts about search engine marketing:
- Keywords: are
the terms that users enter in the search engines and that cause a
particular ad or search result to be shown. They do not have to be single
words, in fact, it is normal to use groups of words or phrases, such as
"buy Nike shoes" or "what is the best accounting
- Concordance: when
setting up a campaign in Google Ads, we must define the degree of
correspondence between the keywords we have selected and the term that the
user enters in the search engine. This is what is known as
"concordance". For example, if we opt for a broad match, the ad
will be displayed when the user searches for synonyms or terms similar to
the keyword. With an exact match, the ad will appear only when the user
enters the keyword without changes in the search engine.
- Text ad: is
the standard ad type that is shown in search engines, although today we
have more options, such as shopping ads. It usually includes a title, a
visible URL that can be customized and a short description.
- Ad group: In
Google Ads, an ad group consists of several ads that appear with the same
keywords. In this way, we can see which are the most effective ads.
- Campaign: in
Google Ads, the campaign is like the "umbrella" under which we
organize different ad groups with similar goals. For example, if we have
an online store of school supplies, one campaign could include ad groups
on textbooks, another on backpacks and a third on drawing material.
- Page destination or
landing page: the website to which the user is directed after having
clicked on an advertisement. To achieve good results with search engine
marketing, this web page must be optimized to get conversions or for users
to perform a certain action (for example, completing a form to download an
ebook). The keywords, the ad shown and the landing page should always be
aligned to ensure a good user experience.
- Search Network: the
places where your ads can appear. The most common is to work with search
ads on the top and right of the results page, but we can also show them on
other sites such as YouTube or Google Maps.
- Impressions: The
number of times an ad was shown.
- Clicks: number
of times an ad has been clicked
- CTR: percentage
of clicks on total impressions.
- CPC: average
cost per click.
- Quality Score: Score
awarded by Google to ads and keywords and which influences your cost per
click. This score is determined based on the relevance of the ad, the
percentage of clicks obtained and the experience of the landing page. The
objective of the system is that higher quality ads occupy higher positions
and have a lower cost per click.