Google Ads Search Certification

What are the three main factors that determine ad quality?

Expected clickthrough rate, landing page experience, and ad relevance

These ads promote your products by giving users detailed information about what you're selling. They appear on Google Shopping and next to search results.

Shopping

Broad match modifiers allow you to

indicate if there are certain concepts related to your keywords that must be present in the searches you reach

Networks setting

indicates where you want your ad to appear, based on the campaign type you select

The 1st of the three main factors that determine the quality of an ad is...

Expected clickthrough rate

Which two people might see an ad with the keyword +black +shirt (set as broad match modifier)?

"Someone searching for the term black button shirt" and "Someone searching for the term I want to buy a black shirt"

Up to how many characters can each description field have?

90 characters

Expected clickthrough rate

How closely the ad matches the intent behind a user's search

Arrange the items in order of hierarchy, left to right

Account, Campaign, Ad Group, Ad

The 2nd of the three main factors that determine the quality of an ad is...

Ad landing page experience

The3rd of the three main factors that determine the quality of an ad is...

Ad relevance

(To improve your ad relevance, you may want to) Include relevant search terms in your ad copy

Adding search terms that are related to your business in your ad copy can help make your ad more resonant for users.

These ads drive engagement, app installs, and in-app purchases. They appear across the Google Search and Display Networks, as well as on Google Play and YouTube.

App

Control

Choose how much to spend each day and in every ad auction.

Relevance

Connect with the right customers at the right times, like when someone is searching for your products.

If you want to increase sales of kids' scooters by creating an end-of-the-year sale, what's the best way for you to do this?

Create a new ad group for the end-of-year sale.

Which part of a Search ad isn't automatically generated by Dynamic Search Ads?

Description line

(To improve your landing page experience, you may want to) Send traffic to the right landing page

Direct clicks to pages related to a user's query. If a search is for "striped shirts," the landing page should feature striped shirts, not some other variety of shirts or clothing in general

(To improve your clickthrough rate, you may want to) Experiment with different calls to action

Do you offer free shipping or free returns? Call now vs. book now?

Search Campaign

Drive action on your site when users are searching for similar products or services.

Which attributes describe a good landing page experience?

Easy to navigate, transparency about your business, and relevant and original content

(To improve your landing page experience, you may want to) Rethink mobile

Ease of navigation is valued by users even more on mobile websites, so make sure yours is optimized

There are ___ match type options for your keywords

Five

(To improve your landing page experience, you may want to) Work on loading speed and clarity

Help users quickly find what they're looking for by prioritizing the content that's visible above-the-fold

Landing page experience

How relevant, transparent, and easy-to-navigate the page is for users

(To improve your ad relevance, you may want to) Be specific on mobile

If a user's mobile search experience is different from desktop, test mobile-specific creatives.

Ad extensions

Include even more information with your ads, such as location details, links to pages on your website, and your phone number.

(To improve your clickthrough rate, you may want to) Be specific in your ad

Include keywords in your ad text (especially in the headline) to show people that your ad is directly relevant to their search.

Display Campaign

Increase brand awareness when users are browsing content they're interested in online.

Which factor is not considered by Ad Rank in its calculation?

Increasing the conversion rate of your landing pages

(To improve your landing page experience, you may want to) Make your site transparent and trustworthy

Make it easy for visitors to find your contact information, and clearly state what your business does. If you request personal information from customers, make it clear why you're asking for it and what you'll do with it

(To improve your landing page experience, you may want to) Be consistent

Make sure the landing page continues the conversation set up by your ad and follows through on the ad's offer or call-to-action

keyword targeting

Matching terms to what your customers may use when looking for your products or services

(To improve your ad relevance, you may want to) Add negative keywords

Prevent your ads from showing on unwanted queries or queries not closely related to your product or service

Shopping Campaign

Promote your products, share details about your inventory, and boost traffic to your online or physical store.

Device Targeting

Reach your customers on any device, including desktops, tablets, and smartphones.

Video Campaign

Reach your target audience at scale and bring your business' story to life.

These ads show up next to Google search results and on other Google partner sites, like YouTube, when people search for products or services you offer.

Search

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

What are the 5 different campaign types featured on Google Ad Words circa 2020

Search, Display, Video, Shopping, and App

What is the key value proposition of Google Search campaigns?

Show your ads when a customer is searching for your product or service

(To improve your ad relevance, you may want to) Be local

Target the right region for your business by using only the relevant languages and locations.

(To improve your clickthrough rate, you may want to) Create time- or location-specific ad text

Test seasonal creative around holidays or special events, or test location-optimized creative.

Ad relevance

The likelihood that the ad will be clicked

A new suitcase company wants to attract customers to their website. In their situation, what are the benefits of using broad match?

They won't have to create an exhaustive keyword list of every type of suitcase they sell and they can reach potential customers that haven't yet heard of their brand

Headline

To catch customers' attention

Description

To highlight the details of what Your Adventure is offering

URL

To reach a particular page on the Your Adventure site

Results

Use Google Ads' measurement tools to understand how your campaigns are performing.

These ads appear on their own or within other streaming video content on YouTube and across the Google Display Network.

Video

(To improve your clickthrough rate, you may want to) Highlight a unique benefit of your product or service

What makes you stand out from the competition? Think about what matters to users (perhaps an exceptional warranty or return policy).

Location and Language Targeting

Your campaign's ads are eligible to show to customers in particular locations, or to customers who've chosen your selected language as their browser's language setting.

https://www.example.com/kidsbikes would be an example of ___ ___.

a URL

would be an example of ___ ___.

a description

Use ___ ___ ___ to increase exposure and reach audiences with specific interests across the web.

a display campaign

Kid's Bike Sale at Your Adventure | 20% off all kid bikes & free shipping would be an example of ___ ___.

a headline

What makes up a text ad?

a headline, URL, and description

With ___ ___ ___, you can make sure potential customers notice your brand, consider your products, and take action.

a search campaign

Use ___ ___ ___ to advertise your online and local inventory, boost traffic to your website or local store, and find better-qualified leads.

a shopping campaign

___ ___ ___ can help you bring your business's story to life. They engage customers in different ways, like showing ads before their favorite music video or while they're researching an upcoming purchase.

a video campaign

Quality score is composed of expected clickthrough rate, ___ ___, and landing page experience

ad relevance

Optimizing your ___ ___ will allow the system to serve the ideal ad for the specific circumstances of each auction.

ad rotation

Broad match shows

ads if a keyword (or any variations like misspellings, synonyms, or related searches) are included in a user's search terms

text ad

ads made up of text! They're a simple yet powerful way to get your business in front of people when they're searching for products or services like yours on the Google Search Network

Customization

advertising options with keyword, location, and demographic targeting.

Language targeting

allows you to restrict where your ads may appear, based on the user's language settings and the language of the site.

The order in which ads appear on the page is based on a calculation labeled by Google as ___ ___ ___.

an Ad Rank

Quality Score

an aggregated estimate of our assessment of the performance/effectiveness of your ad.

With ___ ___ ___, you can increase engagement, app installs, and even in-app actions, like signing up for a newsletter or ordering a product.

an app campaign

What is Quality Score?

an estimate of the quality of your ads, keywords, and landing pages

The more ads present in an ad group, the more options you'll have for success in an ___.

auction

The broadest keyword type is

broad match

Adding a + sign in front of a keyword turns it into a

broad match modifier

Broad match is a good fit if you want to spend less time

building exhaustive keyword lists

Context of query

calculating Ad Rank, we look at the search terms the person has entered, the person's location at the time of the search, the type of device they're using (e.g., mobile or desktop), the time of the search, the nature of the search terms, other ads and search results that show on the page, and other user signals and attributes

Bidding and Budget Settings

control how you pay for users to interact with your ads. Your bid limit is the most that you'll pay per click for ads in an ad group, and your budget is the average amount that you're comfortable spending each day on your campaign.

The 2nd narrowest keyword type is

exact match

Campaigns

created around a marketing goal and set up based on the actions you'd like customers to take.

Ad rank threshold

ensure high-quality ads

Quality score is composed of ___ ___ ___, ad relevance, and landing page experience

expected clickthrough rate

At the time of each auction, your ad will be assembled with the most appealing extensions. More eligible ___ give your ads more opportunity to meet users' specific needs.

extensions

Leads

gathering contact details through a signup page

Web traffic

get more customers to learn about your new products

Quality score is composed of expected clickthrough rate, ad relevance, and ___ ___ ___

landing page experience

Higher-quality ads can lead to...

lower prices and better ad positions.

Marketing goal

main thing you want to achieve for your business and can be changed at any time.

Sales

marketing goals that will help you encourage customers to complete a purchase

The 2nd broadest keyword type is

modified broad match

The narrowest keyword type is

negative

A general keyword type is

phrase match

During a real-time auction, many additional factors (like the user's device, the user's location, and the time of day) are considered to determine the ___ ___ ___ ___.

quality of an ad

App Campaign

run ads across Google's largest properties, including Search, Play, and YouTube, as well as thousands of mobile sites and apps.

bid amounts

the maximum amount Your Adventure will pay when a customer clicks on their ad

When you set your bid, you're telling Google Ads...

the maximum amount you're willing to pay for a click on your ad.

Google ad spots and hierarchy are determined based on...

the advertiser bid and relevance to the search results. If an ad isn't deemed relevant, it won't show.

Smart campaigns

the default for advertisers new to Google Ads. They're a great fit for those who want an easy way to reach relevant customers and drive results but have limited time or experience with managing Google Ads campaigns.

prediction of how often an ad will be clicked on when it's shown

the expected clickthrough rate

Dynamic Search Ads

use Google's understanding of your site to customize and target your ads

What did La Quinta Inn & Suites do to drive early consideration and re-engage with travelers throughout their trip research?

used data from their customer loyalty program to target Google Search ads and create a strategy to bid on users differently at various stages of the purchase journey, while also driving down their cost-per-booking.

When you create a list of keywords in your ad group...

you're telling Google's algorithm which customer searches should match with your ads