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

1. LIVErtising.netS 2017-18 1
11
SEAdvertising
Issues in Marketing Communication:
LIVErtising 18.08

2. LIVErtising.netS 2017-18
SERP

3. LIVErtising.netS 2017-18
SERP
SEA = Adwords = Auction

4. LIVErtising.net
IHECS 2016-17
SEA = Adwords = Auction

5. LIVErtising.net
IHECS 2016-17
AdRank = QS x Max CPC
SEA = Adwords = Auction

6. LIVErtising.net
IHECS 2016-17
bid
AdRank = QS x Max CPC
SEA = Adwords = Auction

7. LIVErtising.net
IHECS 2016-17
bid
AdRank = QS x Max CPC
SEA = Adwords = Auction

8. LIVErtising.net
IHECS 2016-17
bid
AdRank = QS x Max CPC
SEA = Adwords = Auction
Expected
CTR 1

9. LIVErtising.net
IHECS 2016-17
bid
AdRank = QS x Max CPC
SEA = Adwords = Auction
Expected
CTR Relevance
1 2

10. LIVErtising.net
IHECS 2016-17
bid
AdRank = QS x Max CPC
SEA = Adwords = Auction
Expected
CTR Relevance
Geoloc
+ device
1 2
3

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. 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. LIVErtising.net
IHECS 2016-17
bid
AdRank = QS x Max CPC
SEA = Adwords = Auction
1 2
34
5

14. LIVErtising.net
IHECS 2016-17
bid
AdRank = QS x Max CPC
SEA = Adwords = Auction
1 2
34
5
SEO

15. LIVErtising.netS 2017-18
http://learning.deltamethod.com/knowledgebase/bidding/

16. LIVErtising.netS 2017-18
http://learning.deltamethod.com/knowledgebase/bidding/

17. LIVErtising.netS 2017-18
http://learning.deltamethod.com/knowledgebase/bidding/

18. LIVErtising.netS 2017-18
http://learning.deltamethod.com/knowledgebase/bidding/

19. LIVErtising.netS 2017-18
http://learning.deltamethod.com/knowledgebase/bidding/

20. LIVErtising.netS 2017-18
http://learning.deltamethod.com/knowledgebase/bidding/

21. LIVErtising.netS 2017-18
http://learning.deltamethod.com/knowledgebase/bidding/

22. LIVErtising.netS 2017-18
http://learning.deltamethod.com/knowledgebase/bidding/

23. LIVErtising.netS 2017-18
http://learning.deltamethod.com/knowledgebase/bidding/

24. LIVErtising.netS 2017-18
https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks
April 9, 2018

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1
S EA

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1
S EA
Long tail
Local SEO

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2
S EA

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Landing page
failure

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3
S EA

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3
S EA
Bounce rate

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4
S EA

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5
S EA

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5
S EA

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6
S EA
Extensions

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http://blog.leadsquared.com/increase-ctr-adwords/

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7
S EA

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7
S EA
DSA

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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. 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

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8S EA

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https://support.google.com/partners/answer/3154326?hl=en

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