Core Concepts of Paid Search Marketing - John Gagnon Question Title * 1. Name two elements on a search page as discussed by John. Rebranding, optimization Organic results, sponsored results Processed results, free links Lead gen forms, local listings OK Question Title * 2. Describe the difference between a sponsored result and an organic result. OK Question Title * 3. What percentage of search engine users don’t go to the next page of search results? 70% 75% 80% 85% OK Question Title * 4. How do you determine how much you are willing to pay per click? See how much your competition is paying It doesn’t matter Cost per click x conversion rate Margin per sale x conversion rate OK Question Title * 5. What are the ideal ad positions for a sponsored ad? 1,2 and 3 Anywhere on the side of the serp Anywhere on the serp, it doesn’t make a difference 1 through 5 OK Question Title * 6. What is the order of the 4 steps in the searchers flow? Search page – search box – convert- landing page Search box – search page- convert – landing page Search box – search page – landing page – convert Convert – search page – landing page – search box OK Question Title * 7. What are the two key building blocks for search marketing campaign? Keywords and bidding Keywords and ad copy Bidding and ad copy Ad copy and quality score OK Question Title * 8. Fill in the blank. Test and _____ OK Question Title * 9. What were the three main topics covered in the video? OK Question Title * 10. If you could ask the presenter a question, what would you ask him OK DONE