Module 3 – Week 6 Test

SERPs

WIKI definition: search engine results page (SERP) is the listing of results returned by a search engine in response to a keywordquery. The results normally include a list of items with titles, a reference to the full version, and a short description showing where the keywords have matched content within the page. A SERP may refer to a single page of links returned, or to the set of all links returned for a search query.

SERPS Tool

(paid tool)

Keyword Quality Score Explained

(Google Support Page – AdWords): The 1-10 Quality Score reported for each keyword in your account is an estimate of the quality of your ads and landing pages triggered by that keyword. Having a high Quality Score means that our systems think your ad and landing page are relevant and useful to someone looking at your ad. You can find out your Quality Score for any of your keywords.

 How is AdWords Quality Score calculated?

Google’s description of Quality Score (QS) reads as: Quality Score is calculated in real-time, every time your keyword matches a search query – essentially, every time your keyword has the potential to trigger an ad.

Quality Score is used in several different ways, including influencing your keywords’ actual cost-per-click (CPC) and estimating the first page bids that you see in your account. It also partly determines if a keyword is eligible to enter the ad auction that occurs when a user enters a search query and, if it is, how high the ad will be ranked.

 How to use Segmentation, Targeting and Positioning (STP) to develop marketing strategies

Today, Segmentation, Targeting and Positioning (STP) is a familiar strategic approach in Modern Marketing. It is one of the most commonly applied marketing models in practice. In our poll asking about the most popular marketing model it is the second most popular, only beaten by the venerable SWOT / TOWs matrix. This popularity is relatively recent since previously, marketing approaches were based more around products rather than customers. In the 1950s, for example, the main marketing strategy was ‘product differentiation’.

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