DM 435 Chapter 6 Quiz

A website that sells high-end ties notices that is ads are showing up for searches that include "cheap." Because its ties are expensive, it does not want its ads to show up for searchers using the word "cheap." What should this advertiser do? A) add the word "cheap" to its negative keywords list B) change exact match keywords to phrase match keywords C) use only exact match in its keyword lists D) change any modified broad match keywords to broad match keywords

A) add the word "cheap" to its negative keywords list

To conduct an A/B test on ad copy, an advertiser merely has to A) create multiple ads in an ad group B) create multiple ad campaigns, each with a different ad group C) create multiple ad groups, each with a different ad D) create multiple accounts

A) create multiple ads in an ad group

An experiment at eBay shoed that advertising on branded keywords (searches that included "eBay") were not profitable because A) eBay's analytics showed that the ROAS was low B) searchers clicked the organic listing when the advertised listing was not available C) search advertisements generated almost no clicks D) branded keywords are especially expensive on search engines

B) searchers clicked the organic listing when the advertised listing was not available

An advertiser wants to show search ads to people searching for running shoes. She wants her ad to show only for searches who use "running" or a close variant, but she wants to allow for broader matching to "shoes." Which keyword will accomplish this? A) [running shoes] B) "running shoes" C) +running shoes D) +running +shoes

C) +running shoes

In what way is the final URL the most important part of a search ad? A) The final URL is bolded for users, so it most readily entices a click B) As the longest part of the search ads, it takes up the most space C) If the final URL is wrong, searches cannot reach the website properly D) Quality score is calculated based exclusively on the final URL

C) If the final URL is wrong, searches cannot reach the website properly

Which of the following is NOT used when calculating an ad's Quality Score? A) ad relevance B) landing page experience C) organic search ranking D) expected CTR

C) organic search ranking

Which of the following is NOT a match type for selecting search ad targets? A) exact match B) phrase match C) precise match D) broad match

C) precise match

Return on advertising Spending (ROAS) cannot be calculated within an AdWords account unless A) the advertiser spends a minimum amount of $250 per week on AdWords B) the advertiser has achieved at least 50 conversions within the past month C) the advertiser has a six month history of AdWords advertising D) conversion tracking is set up properly in analytics (or Tag Manager) and connected to the AdWords account

D) conversion tracking is set up properly in analytics (or Tag Manager) and connected to the AdWords account

Which of the following is NOT recommended to be shown in a search ad? A) unique value proposition B) call to action C) keywords D) reference to competitors

D) reference to competitors

An ad's location, bid strategy, daily budget, ad extensions, and more are all determined at what level within the AdWords account? A) the ad group level B) the ad level C) the keyword level D) the campaign level

D) the campaign level