课程: OMCA? Certification for Digital Marketers Test Prep

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Defining paid search terminology and account structure

Defining paid search terminology and account structure

课程: OMCA? Certification for Digital Marketers Test Prep

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Defining paid search terminology and account structure

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- [Narrator] The OMCA requires that you understand the common terms of paid search marketing. I'm going to walk you through those terms as I demonstrate how a paid search campaign is structured and developed. Advertising with paid search starts with creating a campaign. This is the container where your different creatives and offers are organized. In the campaign settings, you manage your settings, budgets and options. The first step is establishing a goal for the campaign. Typically, there are three goals of any campaign. First is to get sales for e-commerce, product sales or direct offers. This goal is for campaigns that drive to a transaction as a final goal. Second, to gain leads. For many business to business companies or those that have a long sales process, it starts there. Third, to drive visitors to your website. This could be to increase page views, subscriptions, popularity, or awareness. The next step is…

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