Assignment: Chapter 11: Quiz

In a paid search campaign:

a. Companies bid on keywords in an auction to win higher search placement.

Ads that change to fit the space available are called:

d. Responsive ads

While there are other platforms for paid search on social media, Google is the only search engine that allows paid search advertising and campaign management.

False. Bing and Yahoo! both offer similar services modeled on Google.

Facebook offers good audience segmentation, but a very limited selection of display ad formats.

False. Facebook has many display ad formats and allows very specific audience targeting.

Mobile ad revenue is growing, but is currently lower than ad revenue from non-mobile devices.

False. In 2015, over half of digital advertising was spent on mobile devices.

Promoted posts are a type of display ad that has been clicked on by lots of users.

False. They are not display ads, and they can be purchased, rather than being user-chosen.

Google's Ad Rank is calculated by:

How much the advertiser has paid, the relevance of the ad and its links, and the use of ad extensions

Which of the following is NOT a Google ad type?

Predictive ads. While ad placements are often based on predictions about users, the ads themselves are not predictive.

The difference between using the Google Search and the Google Display Network is:

The Display Network allows the advertiser to choose specific sites or types of sites on which to include its ad, while Search is based on the match between keywords and the user's searches.

Google's mobile friendly ad formats display more copy on mobile devices than its older ad formats.

True. In addition, they are easier to read on mobile devices.