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Keyword (Key Phrase) Analysis 4 points Now let's look at the keywords and phrases that will be used to "find your company online. If potential customers (refer to your web personas from worksheet 1Iwere looking for the products or services that your company provides (but did not know your company's name), what keywords might they type into Google or Bing to find such businesses? Now, type each of these phrases into Google or Bing. Which companies possess the top Ad-Sponsored" spaces in the SERPs? Provide a partial screenshot of the SERP result from at least two of your keyword searches. (Note: Remember to turn off any ad-blocking software in your browser to see the SERP Ads.) Use at least two competitive keyword research tools from Lecture 06 (Paid Search Marketing Tools) to analyze the list of keywords and phrases you provided above. Complete the column results for each keyword or phrase. Note that only two column headings for "Reach" and "CPC Bid" are provided; you must determine the other two headings based on the tools you have selected. Lastly, make sure to define (either before or after the table) what these headings mean for your client (e.g., what does "CPC Bid" measure?) Add or remove rows and columns as needed. dule Editing Use at least two competitive keyword research tools from Lecture 06 (Paid Search Marketing Tools) to analyze the list of keywords and phrases you provided above. Complete the column results for each keyword or phrase. Note that only two column headings for Reach" and "CPC Bid" are provided; you must determine the other two headings based on the tools you have selected. Lastly, make sure to define (either before or after the table) what these headings mean for your client (e.g., what does "CPC Bid measure?) Add or remove rows and columns as needed. Reach Keywords and/or Phrases CPC Bid Column 3 Column 4 Table 5. Keyword Analysis morize the results of your keyword analysis. define (either before or after the table) what these headings mean for your client (eg, what does "CPC Bid" measure?) Add or remove rows and columns as needed. Keywords and/or Phrases Reach CPC Bid Column 3 Column 4 Table 5. Keyword Analysis Given your client's business, briefly interpret and summarize the results of your keyword analysis. Although the Internet provides new scope for creative approaches to advertising, we see its true advantages when we realise how trackable and therefore measurable, Internet advertising is. It is possible to track all interactions with the advert itself: the number of impressions served, how many clicks it received, post-click AdView data and how many unique users were reached. This leads to valuable data that can be used to make sensible, effective business decisions. 12.2 Key terms and concepts Term Definition Ad server The technology that places ads on websites. Animated GIF A GIF (type of image file) which supports animations and allows a separate palette of 256 colours for each frame. Banner An online advertisement in the form of a graphic image that appears on a web page, including mobile sites. Clickthrough rate = Clicks / impressions, shown as a % conversion. A visitor completing a target action. Clickthrough rate (CTR) Cost per acquisition ) Refers to the cost of acquiring a new customer. The advertiser pays only when a desired action is achieved (sometimes called cost per lead) Cost per click ) Refers to when an advertiser pays only when their ad is clicked on, giving them a visitor to their site typically from a search engine in pay-per-click search marketing or programmatic CPC buying engines Cost per mitte thousand ICPM Amount paid for every 1 000 impressions served of an advertisement ere to search o te paid search marketing tools Keyword (Key Phrase) Analysis 4 points Now let's look at the keywords and phrases that will be used to "find your company online. If potential customers (refer to your web personas from worksheet 1Iwere looking for the products or services that your company provides (but did not know your company's name), what keywords might they type into Google or Bing to find such businesses? Now, type each of these phrases into Google or Bing. Which companies possess the top Ad-Sponsored" spaces in the SERPs? Provide a partial screenshot of the SERP result from at least two of your keyword searches. (Note: Remember to turn off any ad-blocking software in your browser to see the SERP Ads.) Use at least two competitive keyword research tools from Lecture 06 (Paid Search Marketing Tools) to analyze the list of keywords and phrases you provided above. Complete the column results for each keyword or phrase. Note that only two column headings for "Reach" and "CPC Bid" are provided; you must determine the other two headings based on the tools you have selected. Lastly, make sure to define (either before or after the table) what these headings mean for your client (e.g., what does "CPC Bid" measure?) Add or remove rows and columns as needed. dule Editing Use at least two competitive keyword research tools from Lecture 06 (Paid Search Marketing Tools) to analyze the list of keywords and phrases you provided above. Complete the column results for each keyword or phrase. Note that only two column headings for Reach" and "CPC Bid" are provided; you must determine the other two headings based on the tools you have selected. Lastly, make sure to define (either before or after the table) what these headings mean for your client (e.g., what does "CPC Bid measure?) Add or remove rows and columns as needed. Reach Keywords and/or Phrases CPC Bid Column 3 Column 4 Table 5. Keyword Analysis morize the results of your keyword analysis. define (either before or after the table) what these headings mean for your client (eg, what does "CPC Bid" measure?) Add or remove rows and columns as needed. Keywords and/or Phrases Reach CPC Bid Column 3 Column 4 Table 5. Keyword Analysis Given your client's business, briefly interpret and summarize the results of your keyword analysis. Although the Internet provides new scope for creative approaches to advertising, we see its true advantages when we realise how trackable and therefore measurable, Internet advertising is. It is possible to track all interactions with the advert itself: the number of impressions served, how many clicks it received, post-click AdView data and how many unique users were reached. This leads to valuable data that can be used to make sensible, effective business decisions. 12.2 Key terms and concepts Term Definition Ad server The technology that places ads on websites. Animated GIF A GIF (type of image file) which supports animations and allows a separate palette of 256 colours for each frame. Banner An online advertisement in the form of a graphic image that appears on a web page, including mobile sites. Clickthrough rate = Clicks / impressions, shown as a % conversion. A visitor completing a target action. Clickthrough rate (CTR) Cost per acquisition ) Refers to the cost of acquiring a new customer. The advertiser pays only when a desired action is achieved (sometimes called cost per lead) Cost per click ) Refers to when an advertiser pays only when their ad is clicked on, giving them a visitor to their site typically from a search engine in pay-per-click search marketing or programmatic CPC buying engines Cost per mitte thousand ICPM Amount paid for every 1 000 impressions served of an advertisement ere to search o te paid search marketing tools