Google Ads Search Certification
how do dynamic search ads work?
1. You specify the pages of your website, daily budget, and an ad template. 2. The customer enters their search term in Google Search. 3. If you have content relevant to the search, Google dynamically generates an ad headline and destination URL to the best matching page on your site.
How many keywords do you think you'll need to add to your ad groups in order for your ads to match to the most relevant user searches?
5-20 Keywords
How many characters can each description field have?
90
How do you improve ad relevance?
Add negative keywords Be specific on mobile Be local Include relevant search terms in your ad copy
Broad Match Modifier
Adding a + sign in front of a keyword turns it into a broad match modifier. This prompts your ads to appear only if the keyword or its close variations are in any part of the search terms.
Negative Keywords
Adding a minus sign in front of the keyword scooter makes it a negative keyword (-scooter). This means ads won't show if someone includes that negative keyword in their search
What are affiliate location extensions?
Affiliate location extensions allow product manufacturers to drive visits to retail partners that sell their products
Which of the following factors is not considered by Ad Rank in its calculation? A - Rewriting ads with low CTR's B - Increasing the conversion rate of your landing pages C - Context of query D - Testing new ad formats and extensions
B - Increasing the conversion rate of your landing pages
Which of the following factors wouldn't change an account's optimization score? A)Shifts in Spend Mix B)Renaming campaigns C)Changes in tracked conversions D)Changes in auction dynamics
B) Renaming Campaigns
How do you improve clickthrough rate?
Be specific in your ad Experiment with different calls to action Highlight a unique benefit of your product or service Create time or location-specific ad text
Broad Match (Default)
Broad match shows ads if a keyword (or any variations like misspellings, synonyms, or related searches) are included in a user's search terms.
How are optimization score suggestions ordered on your Google Ads Recommendations page?
By most impactful optimization
How can optimization score help you enhance your advertising campaigns?
By providing real-time estimates of how your accounts and campaigns are performing By giving recommendations customized to your account's performance By generating recommendations across your accounts and campaigns
What are call extensions?
Call extensions extend ads with a phone number, allowing mobile users to directly call your business.
What are callouts?
Callout extensions are short, specific (25-character) snippets of text. They can be used to highlight information about value-adding attributes of the business, products, or services.
Which ad extensions can serve automatically?
Callout, sitelink, and structured snippets
If an advertiser doesn't want to add remarketing tags to a website, why would Customer Match be a good fit for them?
Customer match relies on your own data instead of a remarketing tag
Which part of a Search ad is NOT automatically generated by Dynamic Search Ads?
Description Line
Ad Rank
Determines the order in which your ad shows up on the page CPC Bid x Quality Score
Search Campaigns
Drive action on your site when users are searching for similar products or services.
Google Ads can advance business goals by
Driving sales, getting leads, increasing website visits, influencing consideration, building awareness, and promoting apps.
What are dynamic callout extensions?
Dynamic callouts are automatically generated callouts that can serve with search ads. The text for dynamic callouts is generated from existing content on your website (like the landing page of the ad creative).
What are dynamic sitelinks?
Dynamic sitelinks are automatically generated sitelinks that can serve with search ads. They're optimized to direct consumers to relevant pages contextually on your website.
What are dynamic structured snippets?
Dynamic structured snippets are features that automatically surface useful, structured custom information
Sales Campaign Goal
Encourage customers to complete a purchase
What are the three main factors that determine ad quality?
Expected clickthrough rate, landing page experience, ad relevance
True or false? Affinity Audiences allows advertisers to reach people who're actively researching and intending to buy the products or services they offer.
False
What is the difference between fully automated and advertiser-provided extensions?
Fully automated extensions are directly populated by Google and don't require any action on your part. These extensions are shown automatically when Google predicts that they will improve ad performance. Strictly advertiser-provided extensions are not automatically generated, but Google recommends implementing the options amount for the business in order to achieve the most possible impressions. Advertiser-provided extensions will always supersede automated ones.
Leads Campaign Goal
Gather contact details through a specific signup page.
Web Traffic Campaign Goal
Get more customers to learn about your new products.
How does Google Ads generate responsive search ads?
Google Ads creates them based on existing high performing ad copy
Components of a Text Ad
Headline, URL, Description
Best Practices for excellent google ads creatives
Implement 3-5 ads per ad group Optimize your ad rotation for clicks or conversions Use at least 3 extensions for each campaign/group
Display Campaigns
Increase brand awareness when users are browsing content they're interested in online.
What's the main goal of the Google Ads Performance Planner tool?
It helps you forecast and determine your budgets, while also improving your return on investment.
What can be customized with audience signals to make Search campaigns more efficient?
Keywords
What are Sitelinks?
Links to more pages of your site that appear beneath the text of your Search ads
What are location extensions?
Location extensions let you show your business address, phone number, and a map marker alongside your ad text. On mobile devices, there's a link with directions to your business.
What are some of the benefits of leveraging Google Ads automated bidding strategies?
Machine learning Auction-time bidding
If your goal is clicks, what bidding strategy should you choose?
Maximize clicks
If your goal is conversions, what bidding strategy should you choose?
Maximize conversions, target cost-per-acquisition (tCPA), or enhanced cost-per-click (eCPC)
What are message extensions?
Message extensions are a mobile-only format that enables clients to easily connect with a growing segment of users who prefer to text.
How often should you use the performance planner?
On a monthly basis
What is the recommended amount of responsive search ads per ad group?
One
What is your optimization score?
Optimization score, found on your Google Ads Recommendations page, estimates how well your Search campaigns are set to perform. The score runs from 0% to 100%. The higher your score, the more your account is running to its full potential.
How many different recommendations make up your optimization score?
Over 50
How does the Performance Planner work?
Performance Planner determines the optimal bids and average daily budget allocations across all of your campaigns to help increase the number of conversions you can achieve for any future spend scenario
What's the Google Ads Performance Planner?
Performance Planner is a new forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns. With this tool, you can explore forecasts for your upcoming monthly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment.
How do I see and implement these recommended changes?
Performance Planner provides a CSV download with the recommended bid scaling, Target CPA, Target ROAS, and average daily budget amounts. You can manually apply these suggestions through the Google Ads campaign management interface, or you can download a Google Ads Editor file and upload to Google Ads Editor to see and action the recommended changes.
Phrase Match
Placing quotation marks around the keywords turns them into phrase match. This prompts your ads to appear only if the keywords within the quotation marks or close variations of them match a user's search term.
What are price extensions?
Price extensions let you showcase your services and range of products alongside their respective prices
Shopping Campaigns
Promote your products, share details about your inventory, and boost traffic to your online or physical store.
What do promotion extensions do?
Promotion extensions allow you to quickly and prominently display information about your promotions without having to update every single ad.
What is quality score?
Quality Score is an estimate of the quality of your ads, keywords, and landing pages.
What is quality score composed of?
Quality score is composed of expected clickthrough rate, ad relevance, and landing page experience.
Video Campaigns
Reach your target audience at scale and bring your business' story to life.
What three principles are google ads built around?
Relevance, control, results
What are Remarketing Lists for Search Ads (RLSA)?
Remarketing Lists for Search Ads allows you to serve unique ad creatives and set your ad group bids differently, based on past interactions with your site or app.
What are responsive search ads?
Responsive search ads let you create ads that adapt to show more relevant messages to your customers. All you need to do is supply the headlines, descriptions and URLs for your ads. The more headlines and descriptions you enter, the more Google Ads can test and serve ad variations that match users' search terms — which can improve your ad performance.
You're a brand manager with an eCommerce retail company. You're looking to advertise online and measure the volume of sales coming from your digital campaigns. Which of the following benefits of Google Ads could help you accomplish your goal?
Results: Use Google Ads' measurement tools to understand how your campaigns are performing.
What changes will Performance Planner recommend?
Search Manual cost-per-click (CPC) or Enhanced CPC campaigns Recommended average daily budget and campaign bid scaling (1.5 scaling means + 50% bid scaling) Search Maximize Clicks or Maximize Conversions campaigns Recommended average daily budget Search Target CPA or Target return on ad spend (ROAS) campaigns Recommended average daily budget, Campaign-level Target CPA, or Campaign-level Target ROAS
What are the 5 types of google ad campaigns?
Search, Display, Video, Shopping, and App
What is the Seller ratings (stars) extension?
Seller ratings are an automated extension that lets users know if your business is highly rated for quality service
How do you improve landing page experience?
Send traffic to the right landing page Be consistent Make your site transparent and trustworthy Work on loading speed and clarity Rethink mobile
Which two people might see an ad with the keyword +black +shirt (set as broad match modifier)?
Someone searching the term "I want a black shirt" Someone searching the term "black button shirt"
What are structured snippets?
Structured snippets allow you to describe features of a specific product or range of products or services offered by the business before users click on the ad.
What is the difference between callouts and snippets?
Structured snippets highlight specific aspects of the products or services offered, while callouts highlight what makes a whole business unique.
If your goal is visibility, what bidding strategy should you choose?
Target Impression share
If your goal is revenue, what bidding strategy should you choose?
Target return on ad spend (Target ROAS)
Bid Limit
The most you will pay per click for ads in an ad group
Why do search ad extensions matter?
They increase engagement and influence ad quality
What are app extensions?
This format gives you the option of driving traffic to your website or the app store from a single text ad.
Exact Match
To use exact match, place brackets around the keywords. This way, your ads will only show if the search means the same thing as your keyword. It may include close variations of your keyword, like misspellings, plurals, and synonyms.
True or False: It's best practice to separate campaigns with different marketing objectives into different Performance Planner plans, so that spend is not reallocated between two different marketing budgets or objectives.
True
App Campaigns
With an App campaign, you can increase engagement, app installs, and even in-app actions, like signing up for a newsletter or ordering a product.
How many headlines/descriptions can you have for one responsive search ad?
You can provide up to 15 headlines and four descriptions for a single responsive search ad
Examples of when to use certain extensions:
You operate many retail stores and want potential customers to see the distance from their location to your stores. Location extension You're interested in directing people to specific pages on your website. Sitelink extension You're focused on driving phone calls to your business. Call extension You want to describe the features of a specific product your business offers before customers click on the ad. Structured snippets
Budget
average amount that you're comfortable spending each day on your campaign
five match type options for your keywords
broad match, modified broad match, phrase match, exact match, and negative
What are the three types of universal extensions?
sitelinks, callouts, structured snippets
Marketing Goal
the main thing you want to achieve for your business and can be changed at any time. Search campaign marketing goals can be set to Sales, Leads, or Website Traffic. (Display, Video, and App campaigns have additional goals to choose from.)
