Digital Marketing 4650: Google Ads

Jim has created a Google Search ad with a bid of $5. Two other advertisers in an auction have bids of $2.50 and $2. How much would Jim pay for the first spot in the auction?

$2.51

An advertising executive takes over a Google Search ads campaign. On his Google Ads Recommendations page he notes that the campaign's optimization score is 40%. What does this score indicate?

The campaign could be improved by 60% if the listed recommendations are followed.

Rashid wants to raise awareness of his brand and build campaigns focused on branded terms. He doesn't have much time to devote to daily bid management, so he decides to use automated bidding to lighten his workload. What automated bidding strategy should Rashid consider using?

Target impression share

Siona needs to make sure her ads are getting a minimum number of impressions on the top of the page. What type of automate bidding strategy is Siona using?

Target impression share

What's the most optimum method for marketers to achieve their goals through the use of AI-powered Search ads?

using a combination of broad match, Smart Bidding, and Responsive Search Ads

You're trying to improve an ad's perceived quality so it performs better during an ad auction. What change would have the least-positive impact to an ad's quality?

Raising the bid amount.

Your Google Search Ads optimization score is calculated by an algorithm that looks across key aspects of your accounts. This score is used to help give you recommendations on how to optimize your Search Ads campaigns. What are two of the data sources that are used to calculate optimization recommendations?

- Account settings - Industry data

Which three factors impact a Search ad's auction-time ad quality?

- Ad relevance - Expected clickthrough rate - ad landing page experience

A Search ad's auction-time ad quality is affected by three factors. What are they?

- Ad relevance affects auction-time ad quality - Expected clickthrough rate affects auction-time ad quality - Ad landing page experience affects auction-time ad quality.

If you were telling someone about the ways in which automated bidding can improve their campaign management process efficiency, which three automated bidding benefits could you share with them to help them meet their goal?

- Automated bidding sets the appropriate bid for each and every auction - Automated bidding sets time and marketing resources - Automated bidding integrates a large variety of signals to evaluate user intent

Swee Yin's fashion-apparel department store runs a popular biannual sale on men's hats, with large discounts and surprise bonus items. She wants to tailor her Google Search campaign to highlight this sale. How can Google Search campaigns be tailored to promote her company's sales event?

- By creating a new ad group for the sale - By setting campaign start/end dates

What are three efficient ways that marketers can apply recommendations that impact optimization score?

- By using "Apply all" to implement all recommendations with one click - By opting in to apply specific recommendations automatically - By reviewing and applying individual recommendations within each category

Marta's online store sells accessories for a widely used smartphone, and her current customer base shares a number of relevant characteristics. She believes she'll have her best return on investment by narrowing her Google Search campaign audience. Which two Google Search campaign settings can be configured to reach more specific customers?

- Device type - Location

Trevor owns a manufacturing business that makes specialized hiking and rock-climbing gear. He's a small player in the market, but he's ready to scale up his business. Which two Google Ads campaign types should Trevor use to increase his brand's exposure and reach audiences interested in hiking and rock climbing across the web?

- Discovery - Display

Which two asset types may also be served as automated assets at the account level?

- Dynamic callouts can also be served as account-level automated assets. - Dynamic sitelinks can also be served as account-level automated assets.

Which two asset types can also be served as account-level automated assets?

- Dynamic sitelinks - Dynamic callouts

Steven is an advertising executive at a large auto parts company. He uses his Google Ads Recommendations page to help him with strategies to optimize his Google Search Ads campaigns. One reason Steven values the optimization score is because it makes it possible for him to do what?

- Easily prioritize across the different optimization opportunities OR - Apply recommendations across multiple layers of his advertising strategy

Jimmy has completed the headline section of his text ad and is now writing the description section. What are three factors that Jimmy should include in the description section of his text ads?

- Encouraging potential customers to take action - Highlighting what makes his business unique - A mention of prices, promotions, and exclusive offers

What are three signals broad match uses to match Search ads with queries?

- Geographic - Language - Smart Bidding

Mary has been familiarizing herself with the different ad components of a Search ad. Match the following text ad component descriptions with the components they describe.

- Gives users an idea of where they'll go if they click the ad--Display URL - Users often will often notice this first--Headline - Allows advertisers to provide details about their product or service--Description - Takes users to a specific page of a website--Final URL

Linda recognizes that a Google Search campaign could bring significant value to her eCommerce business. Which two solutions can Linda achieve via a Google Search campaign?

- Her business can show up on search results when businesses similar to hers are showing up. - Her business can have a presence at the exact moment someone is searching for the kinds of products she offers.

In which two ways does optimization score help marketers succeed?

- It determines which campaigns should be prioritized for improvements. - It speeds up the implementation for enhancements to campaigns.

You're a marketing executive at a clean energy company and have been asked to come up with your company's online advertising budget on a monthly basis. You decide to leverage Google Ads' Performance Planner to help you achieve your aims. What are two benefits you'll get from Performance Planner?

- Its reliance on machine learning for forecasting purposes - Its forecasting that is driven by billions of weekly Google searches

What are two types of value-based Smart Bidding strategies?

- Maximize conversion value with target ROAS - Maximize conversion value

What two things are types of value-based Smart Bidding strategies?

- Maximize conversion value with target ROAS - Maximize conversion value

You want to be able to try out multiple combinations of headlines and descriptions in order to optimize your results. Your marketing department suggests that you use responsive search ads. What are two benefits you could derive from using responsive search ads?

- More relevance - Greater flexibility

Peggy owns a house-cleaning service. She built a booking website and is ready to promote her services online. She wants her ads to reach people actively looking for businesses similar to hers. Which two Google Ads campaign types should Peggy use to make sure potential customers consider her services and take action by booking house cleanings?

- discovery - search

What are the two current keywordless campaign types that marketers can use to drive incremental reach?

- dynamic search ads - performance max

Once you have implemented broad match and Smart Bidding, what three campaign best practices should you follow?

- Paying attention to negative keyword targeting - Monitoring of Quality Score - Use of responsive search ads

What two keywordless campaign types can marketers utilize if their goal is to drive incremental reach?

- Performance Max can help achieve this goal. - Dynamic Search Ads can help achieve this goal.

You're a marketing executive who has been charged with planning an online advertising budget each month and you decided to use Google Ads' Performance Planner to assist your efforts. What are two advantages Performance Planner offers you?

- Performance Planner relies on machine learning for forecasting purposes - Performance Planner forecasting is driven by billions of Google searches conducted every week

What two benefits can you get from using broad match, responsive search ads, and Smart Bidding together?

- Reaching the right user at the right price with relevant ads - Time savings that allow you to reinvest in your most important marketing priorities

Which of these are three efficient ways that marketers can apply recommendations that affect optimization score?

- Reviewing and applying individual recommendations within each of the categories - Opting in to apply particular recommendations automatically - Using "Apply all" to implement every recommendation with one click

You want to increase the relevance of a Google Search ad so it's more meaningful to potential customers and provides value-added information to their searches. What two actions might improve the relevance of your ad?

- Selecting distinct geographic areas - Selecting only relevant languages in campaign setup

What are two ways that Performance Planner can help reveal the possibilities across all your Google Ads campaigns?

- Simulation - Validation

Which two benefits do marketers get when they use responsive search ads, broad match, and Smart Bidding together?

- They are able to save time and reinvest in the priorities they value most. - They reach the right user at the right price with ads that are relevant.

Assets help give users which two things they want to get out of their search queries?

- They provide relevant information - They provide information based on their moment

After implementing Smart Bidding and broad match, what are three campaign best practices you should follow?

- Use responsive search ads - Monitor Quality Score - Be mindful of negative keyword targeting

Which of the following are three benefits of opting-in for the automatic applying of recommendations?

- You'll see better campaign performance - You'll be able to opt in without a budget increase - You'll be implementing best practices routinely to your Google Ads accounts

What are three benefits of opting-in to automatically apply recommendations?

- You'll see improved campaign performance - You can opt in without increasing your budget - You're regularly implementing best practices to your Google Ads accounts

Of the different things users want to get out of their search queries, what two things do assets provide?

- assets provide information that's relevant - assets provide information based on their moment

Which searches can an ad show for broad match keyword "car window repair?"

- automobile glass replacement - replace car window

Which searches can an ad show for broad match keyword "bike tire repair"?

- bicycle tube replacement - replace bike tire

When implementing value-based bidding, which of these three solutions will permit you to create strong conversion measurement foundations when implementing value-based bidding?

- consent mode - enhanced conversions - global site-wide tagging

Your client, Vince's Veggies, wants to increase downloads of their popular recipe printouts. You suggest they create ad groups based on the cooking categories that appear on their website. What will they need to create in their first Google Search ad group?

- default bid amount - country targets

Which of the following are two types of value-based Smart Bidding strategies?

- maximize conversion value - maximize conversion value with target ROAs

Your goal is to test different combinations of headlines and descriptions so that you can optimize your results. Your marketing colleagues have suggested using responsive search ads. What are the two benefits that responsive search ads can provide?

- responsive search ads provide greater flexibility - responsive search ads provide more relevance

Marisol manages the online advertising campaigns for a chain of toy stores with both a physical and an online presence. Which two Google Ads campaign types should Marisol use to show images of their products, advertise their company's online and local inventories of toys, and boost traffic to their website and local toy stores?

- shopping - display

What are two ways optimization score can help marketers succeed?

- speeds up implementation for enhancements to campaigns - determines which campaigns to prioritize for improvements

What's the variable that determines whether or not a Search ad shows in the results for a query, and what position it appears in?

Ad Rank determines this. It's based on a variety of factors to show useful ads

What determines whether a Search ad shows in the results for a query, and in what position?

Ad Rank, which is based on a variety of factors to show useful ads

You want to improve the relevance of an ad with a particular set of keywords. The goal is to increase the Ad Rank of the ad so it gets more exposure. What action should improve the ad relevance?

Adding more negative keywords

Brenda's working on improving a Google Search Ad's Quality Score so it potentially gets a better ad rank and performs better in the ad auction. What change to Brenda's ad might improve the Ad Rank?

Adding seasonal messaging during the holiday season

Molly wants to clear her remaining stock in preparation for ordering a new line of products to sell. As a result, she's willing to increase her CPA (cost-per-acquisition) and investment, as long as it means generating more sales. Her campaign has a total investment of $25,500, generates 1,500 conversions, and has a CPA of $17. Which plan, built in the Performance Planner, will help Molly with her marketing goal to generate more sales?

An investment of $40,000 to generate 2,000 conversions and a CPA of $20.

When creating an ad, how does Greg know what it will look like to his potential customers?

As he types in his URL, headline, and description, a preview of the mobile and desktop versions of his ad will appear.

Google Ads was designed to deliver three things to every advertiser: relevance, control, and results. It provides relevance by connecting advertisers with the right people at the right time. It provides results by charging only when you get a click. How does Google Ads provide control?

By giving advertisers control over the maximum they spend per month

What is one way that Performance Planner helps businesses increase sales?

By maximizing the number of conversions for a spend scenario

How can Google AI help marketers reach potential customers?

By recognizing nuance in human language and using that capability to help connect marketers to people searching for their offerings

Alex has started a Google Search campaign designed to promote his online motorcycle accessories store. His store focuses on custom helmets. How might Google Search Ads provide value to Alex?

By showing his ad to people searching for related information about helmets

How can marketers use AI-powered Search ads to serve their business needs?

By utilizing broad match, Smart Bidding, and Responsive Search Ads together

You're working on a Google Search ad that's not performing as expected. You specifically want more users to click on the ad. What action might improve the click-through rate on your ad?

Changing the call-to-action message of the ad

What's one way Google AI helps marketers connect with potential customers?

Google AI understands nuance in human language and connects marketers with people searching for what they offer

How many responsive ads does Google Ads allow?

Google Ads allows three enabled responsive search ads per ad group. If you have text that should appear in every ad, you must add the text to either Headline position 1, Headline position 2, or Description position 1

Ingrid wants to acquire a lot of exposure for a new product line that she's launching. She understands that she can reach a significant portion of people on the internet with the help of a Display campaign. In what way will a Display campaign achieve Ingrid's marketing goal?

Her ads will serve on website content related to her business or her customers' interests, based on her targeting decisions

Michael built a high-quality ad with an excellent keyword list. He's disappointed the ad isn't being shown as much as he'd like. What's a likely reason for his ad not being frequently displayed?

His bid for the ad is too low

A startup organic produce delivery service is launching in cities nationwide. They decide to use phrase match in their Search ads campaign with the keywords "organic," "produce," and "delivery." How will phrase match help the company's Search Ads campaign?

If the search terms include the keyword's meaning, their ad will appear.

What is the advantage of automating your bid over using manual bidding when it comes to a successful Google Ads campaign?

If you don't bid efficiently, you could miss valuable conversions

Out of the following methods, which is best suited for implementing and testing broad match successfully on broad match campaigns intended to help analyze conversion data?

Implementing broad match keywords and setting up a One-Click Experiment Apply. This automatically will generate an experiment that follows all experiment best practices.

Charlie is working to improve the Quality Score of a Google Search ad by improving his expected click-through rate (eCTR). Which of the following actions might improve Charlie's eCTR?

Including keywords in his ad text

Pete is the marketing director for an electric car company. He recently chose "leads" as his Google Search campaign marketing goal. What did he hope to achieve by selecting "leads" as his goal?

Increase e-mail list sign-ups from potential customers

What's an advantage of using Smart Bidding with broad match?

It helps ensure that someone's only competing in the right auctions, at the right bid, for the right user. It does this by picking up on contextual signals present at auction time.

How does Google AI serve the needs of marketers looking to maximize search ad performance amidst billions of searches on Google every day?

It permits broad match and Smart Bidding to connect ads to queries and adjust bids instantly and automatically

What is value-based bidding?

It's a Smart Bidding strategy that relies on machine learning to deliver the highest conversion value possible by bidding for conversions that drive business objectives.

What does value-based bidding do?

It's a Smart Bidding strategy that utilizes machine learning to drive the highest conversion value possible by bidding for conversions that drive business objectives

Rina has heard the term Quality Score mentioned before and is interested to learn what it actually is. Which statement describes Quality Score?

It's an estimate of the quality of your ads, keywords, and landing pages.

How is automating your bid better than manual bidding better when it comes to creating a successful Google Ads campaign?

It's better because the failure to bid efficiently can make you miss valuable conversions.

Brian manages his company's Google Search Ads campaign. He regularly reviews the optimization score to make his Google Search campaign as effective as possible. What is Brian's optimization score based upon?

Key aspects of his accounts, including statistics, settings, and industry trends

An online employment agency has determined that their highest-value clients reach out through their website. They want more potential clients to submit an interest form. What's the right campaign objective for this business's goals?

Leads

How should marketers use AI-powered Search ads to accomplish their business goals?

Leverage broad match, Smart Bidding, and Responsive Search Ads together

A marketing manager wants to use a Google Search Ads campaign to capture the consideration of customers who are searching online for camping equipment. What's a key benefit of a well-managed Google Search Ads campaign?

Search Ads can appear on relevant searches by potential customers.

Theo is looking to improve his Google Search Ads campaign. On his Google Ads Recommendations page, he notices that his Google Search campaign has an optimization score of 75%. What does this mean?

The campaign could improve up to 25% by following the listed recommendations

After running a Google Search Ads campaign for several months, Meredith notices sales of her advertised products are starting to lag. She checks her Google Ads Recommendations page and notices that her campaign's optimization score is 22%. What does this score tell Meredith about her Google Search Ads campaign?

The campaign score has 78% headroom to improve.

Singh's marketing company has created an enticing ad that receives many clicks. What effect will the ad likely have on the Google Ads auction?

The higher expected click-through rate will lead to a higher Ad Rank

Leo is in charge of advertising for the clothing lines of a large manufacturer. He uses his Google Ads Recommendations page to help him evaluate his Search Ads campaigns. Which feature makes the optimization recommendations valuable for Leo?

The recommendations are tailored to the specific account

An electronics company is launching a new TV equipped with a voice command accessibility feature. They decide to use phrase match in their Search ads campaign with the keywords "television," "accessible," and "voice." How will phrase match benefit the company's Search Ads campaign?

Their ad will appear if the search terms include the meaning of the keyword

Clara is an advertising director who has been tasked with optimizing her company's Google Search campaign. How can Clara use the optimization score to benefit her campaign?

To find how close her campaign is from potential ideal results

How does value-based bidding work?

Value-based bidding is a Smart Bidding strategy that uses machine learning to drive the highest conversion value possible, by bidding for conversions that drive business objectives.

With billions of searches on Google every day, how does Google AI help marketers maximize search ad performance?

With Google AI, broad match and Smart Bidding match ads to queries and adjust bids in real time.

You manage marketing for a small business on a tight budget, yet you need to reach as many people as possible. How can Google Ads help?

With Google Ads, you can choose a maximum amount to spend per month.

Which method should you use to implement and test broad match successfully on broad match campaigns to help analyze conversion data?

You can implement broad match keywords by setting up a One-Click Experiment Apply. This creates an experiment automatically, following all experiment best practices

Your company provides home-maintenance services, and you want to reach more potential customers. You have a limited budget to work with. Why is Google Ads right for you?

You can set your own budget and can change it at any time

Where can you go to view your bid status, performance trend over time, and conversion delay reporting?

bid strategy report

You recently launched a new product called Comfort Clogs. Your goal is to attract more traffic via Google Ads but you want that traffic to come only from searches for the product name. How can you attract search traffic for Comfort Clogs product name queries only?

exact match

Which of these three signals does broad match use to match Search ads with queries?

language, smart bidding, geographic

A self-publishing business has determined that their highest-value potential customers reach out using a form on their website. They want more prospective customers to submit this form. What's the right campaign objective for this business's goals?

leads

Jacob's physical toy store relies on offline metrics, such as store visits and in-store sales. He's heard that specialized campaign types can help him meet these kinds of goals. Which campaign type can help Jacob achieve his offline business objectives?

local

Jasmine is the director of marketing for a chain of clothing stores. She's been given a set budget and needs to drive as many potential customers to her website as possible. What automated bidding strategy should she use in her campaign?

maximize clicks

Marta has a tight marketing budget and needs to use a strategy that can drive customers to her website for a set cost. Which bidding strategy has the potential to meet Marta's needs?

maximize clicks

Google Ads was designed to help businesses achieve online success. To accomplish this, Google Ads was built on three core principles. What are these principles?

relevance, control, and results

In which ways can marketers determine the potential impact of applying recommendations on their optimization score?

the recommendations all show how they affect optimization score as a percentage