Paid search

Marketing Analytics in Tableau

Mariam Ibrahim

Managing Data Analyst, IBM

Paid search

Google search results for "custom embroidered dog collars"

Paid search: companies pay search engines to appear at the top of the results for a specific set of keywords

Keyword: the search term(s) specified by the user

Ad copy: the words or phrase written in a piece of marketing

Impressions: the number of individuals who view an advertisement

Marketing Analytics in Tableau

Branded and unbranded keywords

Branded

  • Company/product name appears in search query
  • Example: "ABC: all beautiful collars custom embroidered"

Unbranded

  • Company/product name does not appear in search query
  • Example: "custom embroidered dog collars"
Marketing Analytics in Tableau

Branded and unbranded keywords: strategy

Branded

  • Reach individuals already aware of company
  • Protect already interested individuals (and possibly market share)

Unbranded

  • Reach potential new customers

  • Greater number of impressions

Marketing Analytics in Tableau

Exact and phrase/broad match

Exact match

  • All words must appear in exact order as company specified
  • Keyword: custom embroidered dog collars

  • Company landing page only shown for:

    • Custom embroidered dog collars

Phrase/broad match

  • Not all words need to appear and order may vary
  • Keyword: custom embroidered dog collars
  • Company landing page could be shown for:
    • Custom embroidered dog collars
    • Customized dog collars
    • Unique dog collars
Marketing Analytics in Tableau

Ad group

  • Keyword

  • Match type (exact or broad/phrase)

  • Desktop vs. mobile

Ad group: a series of one or more ads that share a target audience

Example:

Ad Group example - snacks.png

1 https://support.google.com/google-ads/answer/2375404?hl=en
Marketing Analytics in Tableau

Auctions

Auction imagery: multiple bidders for a single keyword

Google search results "all inclusive vacations" with sponsored results boxed

Marketing Analytics in Tableau

Impression share

  • Buyers give a budget to search engine by keyword

  • Once the budget is reached, the ad no longer runs

  • Therefore individuals who search the keyword will not see the ad

Impresion share ratio of impressions over eligible impressions

Marketing Analytics in Tableau

Let's practice!

Marketing Analytics in Tableau

Preparing Video For Download...