MARK 4650 Review Exam 2

Which of the following is a core benefit of Google Ads automated bidding?

Auction-time bidding

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

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

Which of the following factors wouldn't change an account's optimization score?

Renaming campaigns

With Similar Audiences, which Google product is included when finding new people with similar profiles?

Youtube

What's the maximum number of ad extensions that can show for a particular query or device at any given time?

4

How can Google Ads help you advance your business goals?

All of the above

Jennifer's looking to limit the number of people who see her Google Search Ad for an all-inclusive vacation to Paris. She doesn't want to match with people looking for anything else — just "all-inclusive vacation Paris." So she limits who sees her ad using exact match type.Which search terms might match with Jennifer's ad?

All-inclusive Paris holiday

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.

What content could be used for a structured snippet extension?

Berlin, London, Paris, Singapore

Using the Performance Planner on a monthly basis allows you to optimize which two aspects of an account? (Choose two.)

Budgets Bids

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

By maximizing the number of conversions for a spend scenario

An algorithm that looks across key aspects of your accounts calculates your Google Search Ads optimization score. This score helps 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? (Choose two.)

Campaign settings Industry data

What can the Performance Planner recommend?

Campaign-level Target CPA (cost-per-acquisition)

Tara is using Search Audiences to reach her most valuable customers.Which direct benefit might she obtain by using Search Audience?

Delivering a customized message to the right user at the correct bid

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

Description line

Which attributes describe a good landing page experience?

Easy to Navigate Relevant and Original Content Transparency about your business

Laverne created her first Google Search campaign for her yoga school. She selects the Google Search Network and by default, Google Search partners. Which benefit will she gain by appearing on Google Search partners?

Extends her reach to additional sites.

How does Google Ads generate responsive search ads?

Google Ads mixes and matches headlines and description lines that have been provided

Which are the three required parts of a text ad?

Headline, description, and 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? (Choose two.)

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

Lisa sells kitchen furniture through her website. While her sales are stable, she's concerned that they're not keeping pace with those of other online furniture stores. How can a Google Search campaign benefit Lisa's business?

Her business will have a competitive presence with similar businesses during searches

Why does automating your bid vs. using manual bidding contribute to a successful Google Ads campaign?

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

Why should your business use Performance Planner?

It makes recommendations that are validated using machine learning.

Which of the following can be customized with audience signals to make Search campaigns more efficient?

Keywords

Yan wants to attract customers specifically searching on Google for Time-B-Gone, his company's unique office-support product. His marketing consultant suggests using Dynamic Search Ads, and knows Yan will need to start with a simple approach. For vendors like Yan, what's the simplest method for using Dynamic Search Ads?

Landing pages from standard ad groups

Automated bidding does the heavy lifting for advertisers on Google Ads. What does automated bidding use to set the right bid for every auction?

Machine learning

Sam's new to Google Search Ads and worries he may not have the skills or time to run a successful ad campaign.Which two Dynamic Search Ads features will be of help to Sam? (Choose two.)

Machine learning helps automatically find new keywords. Destination URLs are automatically kept up-to-date.

Match these Search Audience solutions with the benefits they can bring to your campaigns.

Remarketing Lists for Search Ads — To help reach people who have engaged with your website or YouTube channel in the past Detailed Demographics — To reach people based on the likelihood of their marital status, education, parenting stage, and home ownership In-Market Audiences — To drive consideration among people who are actively researching the products or services you offer Customer Match — To upload your own data into Google Ads and reach custom segments across devices

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? (Choose two.)

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

What's an accurate description of callout extensions?

Short, specific snippets of text that highlight value-adding attributes.

What is the key value proposition of Google Search campaigns?

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

Why should campaigns with different marketing objectives be separated into different Performance Planner plans?

So that spend is not reallocated between two different marketing objectives

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

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

Yan is working on a Remarketing List for Search Ads campaign.Which user could be added to a valid Remarketing audience list to ensure optimal results?

Someone who has added items to a shopping basket on his company's website but then abandoned it

Which user type would the Google Ads system closely match as an Affinity audience?

Someone who has demonstrated a qualified interest in movies

Match each auto bidding strategy to the right campaign goal.

Target CPA - Conversions Maximize Clicks - Traffic Target ROAS - Revenue Target Impression Share - Visibility

When visibility is the campaign goal, which bidding strategy should an advertiser choose?

Target impression share

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

Lola is in the process of selecting a campaign type to suit her business objectives. Why is it important that she consider business objectives before choosing her campaign type?

The campaign type chosen will determine where her ads appear and the format of those ads

Mario is working on a text ad that will run on the Google Search Network. He filled in each component with the necessary information.What component asked Mario to highlight unique details about his product and limited the number of characters he could use to two fields of 90 characters?

The description component

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.

Which is required for an ad to be served to a user?

The keywords must be relevant to the search term.

How many ads should be implemented per ad group?

Three to five

What can the Performance Planner assist you with?

To improve return on investment so you can drive more conversions within your target CPA(cost-per-acquisition)

Optimization Score is made up of over 50 recommendations to optimize Search campaigns.

True

Sandy, an expert on Search marketing, knows she should use extensions effectively in order to optimize her Google Ads campaign results. What's Google's recommendation about extensions?

Use at least three extensions in each campaign or ad group.

You've seen great results from your Google Search campaigns when using are marketing Lists for Search Ads. How might you amplify those results?

Use similar audiences to find new visitors for your site

When are automated extensions, such as Seller Ratings, shown?

When Google predicts they'll improve ad performance

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.

Advertising with Google Ads starts with creating campaigns based on your business objectives. Which campaign type would you pick for each of the following scenarios?

- "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" - "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" ↪ "Universal App" - "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" - "These ads appear on their own or within other streaming video content on YouTube and across the Google Display Network" ↪ "Video"

Arrange the items below in order of hierarchy, beginning with the top level.

1 - Account 2 - Campaign 3 - Ad group 4 - Ad

Organize these steps in the correct order to set up an effective Customer Match strategy. (The first step should be on top.)

1. Segment a customer list, based on a desired marketing action. 2.Upload the list to Google Ads. 3.Translate the list into an audience list and make it available for targeting. 4.Customize your creatives with special offers or incentives that are specific to this audience.

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

1. Takes users to a specific page of a website - Final URL 2. Users often will often notice this first - Headline 3. Gives users an idea of where they'll go if they click the ad - Display URL 4. Allows advertisers to provide details about their product or service - Description

Sarah's Autos sells multiple automobile brands, showcasing used, pre-owned, and new vehicles. The company's advertising manager decides to configure a broad matching type for the keyword "automobile," in order to reach a broader group of potential visitors. Which two user searches may generate the advertising manager's ad? (Choose two.)

Automobile Car

Bob's electronics company has quite a buzz around a new television they're launching, called UltraView1000. This television is equipped with an accessibility feature that lets voice commands it. Bob decides to use broad match modifier in his Search Ads campaign with the keywords "television," "accessible," and "voice." Which benefit does broad match modifier give Bob's Search Ads campaign?

Bob's ad will appear if search terms contain at least all three of the keywords or variations of those terms

How can ad extensions contribute to increasing user engagement?

By addressing a user's intent, device, and location

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.

By giving advertisers control over the maximum they spend per month.

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

What are the three main factors that determine ad quality?

Expected clickthrough rate, landing page experience, and 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

It is 10 a.m. and you are sitting in a train station in London, looking through your calendar on your tablet. You realize you forgot to book a boat ride for your trip to San Francisco to see Alcatraz prison.Match each signal type with how it is demonstrated in this situation.

I love historical sites and San Francisco. Interest It is 10 a.m. Time I am using my tablet. Device I am sitting in a train station in London. Location I need to book a boat ride. Intent

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

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? (Choose two.)

Location Device type

Marisol manages the online advertising campaigns for a chain of toy stores with both a physical and an online presence.Which Google Ads campaign 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

Which ad extensions can serve automatically?

Sitelink, callout, and structured snippets

In-Market audiences would be suited to reach which user?

Someone looking to purchase a new car

Karen has evaluated her Google Search Ads campaign's optimization score after noticing that the campaign's performance had slipped. The score is much lower than it was a month ago. She applies an optimization recommendation that surfaces in the Recommendations page.What will happen to her campaign's optimization score?

The score will dynamically improve upon accepting recommendations

Why do search ad extensions matter?

They increase engagement and influence ad quality

Carlton runs an adventure excursion company in South America. He'd like to increase the number of people booking his tours. Which activity will lead potential customers to Carlton's company through Google Search ads?

Watching an online video about South America.

John's company makes a great product and customers are happy with their purchases. Unfortunately, few potential customers visit the company's website.What are two ways that responsive search ads could help John's company reach more potential customers? (Choose two.)

With multiple headline and description options, responsive ads can compete in more auctions for a wider range of search terms. With lower costs-per-click, advertisers using responsive ads can afford to be in more daily auctions.

Match the marketing goal to the correct ad extension.

You want to describe the features of a specific product your business offers before customers click on the ad -> Structured Snippets You're focused on driving phone calls to your business -> Call 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