Google Ads

Up to how many characters can each description field have?

90 Characters

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

Account Campaign Ad Group Ad

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

Ad Relevance

App

After a simple setup process, App campaigns run ads across Google's largest properties, including Search, Play, and YouTube, as well as thousands of mobile sites and apps. Your ads and bids are automatically adjusted to get the most downloads. Just add a few lines of text, a bid, and some assets, and the rest is optimized to help customers find you. 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.

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

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

Auction-time bidding

Placing a + in front of keywords turns it into

Broad Match Modifier

How can Google Ads help you advance your business goals?

By driving online, in-app, in-person, and over-the-phone sales By building awareness of your brand By influencing consideration of your products and services

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

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 isn't automatically generated by Dynamic Search Ads?

Description Line

Specialized campaign

Does your business have specific objectives based on a niche industry or customer base? Google Ads can help you meet those goals through specialized campaign types.

DSA

Dynamic Search Ads

The likelihood that the ad will be clicked

Expected clickthrough rate (eCTR)

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

How does Google Ads generate responsive search ads?

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

Display

Google Display ads can appear across a network of more than two million sites and apps, reaching 90% of people on the internet. Your ads get matched to content related to your business or to your customers' interests. Use a Display campaign to increase exposure and reach audiences with specific interests across the web.

Which are the three required parts of a text ad?

Headline, Description, and URL

Ad Extensions

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

Which of the following factors is not considered by Ad Rank in its calculation?

Increasing the conversion rate of your landing pages

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.

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

Keywords

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

Landing Page Experience

Goal: Gather contact details through a signup page

Leads

Local Campaigns

Local campaigns help you drive important offline metrics — like store visits or in-store sales — by advertising on multiple platforms. Let Google Ads optimize how your ads appear on Search, Maps, Display, and YouTube to maximize your offline performance.

What are some of the benefits of leveraging Google Ads automated bidding strategies?

Machine Learning Auction-time bidding

Hiroko has reviewed all of the available automated bidding strategies,. Which one should she choose, if she's focused on conversions to increase online bicycle sales within her budget?

Maximize-Conversions

How often should you repeat the budget planning process?

Monthly

Placing quotation marks around the keywords turns them into

Phrase Match *This is different from broad match modifier as there cannot be any extra words between the user's search terms, but similar since extra words can appear before or after the phrase match.

Key benefits of Dynamic Search Ads

Reach and coverage Efficiency and time savings Transparency and control

Device Targeting

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

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

Renaming Campaigns

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.

Goal: Encourage customers to complete a purchase

Sales

Search campaign marketing goals can be set to ____, ____, or ______

Sales, Leads, or Website Traffic

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

Search

Search ads appear next to Google search results and on other Google partner sites,like YouTube, when people look for businesses like yours. With a Search campaign, you can make sure potential customers notice your brand, consider your products, and take action.

If Hiroko wants to increase sales of kids' bikes by creating an end-of-the-year sale, what's the best way for her to do this?

She can create a new ad group for the end-of-year sale.

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

Shopping

Shopping ads appear on Google Shopping next to search results and near text and responsive ads. Shopping ads promote your products by giving consumers detailed information about what you're selling before they even select your ad. Use a Shopping campaign to advertise your online and local inventory, boost traffic to your website or local store, and find better-qualified leads.

What is the key value proposition of Google Search campaigns?

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

Which of the following are components of Performance Planner's forecast methodology?

Simulation Machine learning Validation Forecasting

Hiroko is a digital marketing manager for an online bicycle store that sells bikes and cycling gear. She wants to use as many ad extensions as possible. Which three ad extensions would you recommend for her?

SiteLinks Extensions, Structured Snippets, and Callout Extensions

Which ad extensions can serve automatically?

Sitelink extensions Structured snippets Callout extensions

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

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

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

Why do search ad extensions matter?

They increase engagement and influence ad quality.

What is a text ad?

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.

How many ads should you be implementing per ad group?

Three to Five

Which attributes describe a good landing page experience?

Transparency about your business Relevant and original content Easy to navigate

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

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

True

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

Video

Goal: Get more customers to learn about your new product

Web Traffic

Video

With Video ads, you can reach the right audience at scale and capture their attention. Show your ads on their own or within other streaming video content on YouTube and across Google's network of websites and apps. Only pay when people choose to watch your ad. Video campaigns 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.

Bidding and Budget Settings

Your bid strategy controls 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 budget that you choose is entirely up to you, and you can adjust it at any time.

Locations 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.

What is Google Ads

a digital advertising solution that helps you reach this audience and transform them into valuable customers.

Sitelinks

additional links that appear just under the text of your search ads, directing users to specific pages of your website.

Affinity Audiences

aggregates users who've demonstrated a qualified interest in a given topic, allowing you to access the people your product or service will most likely matter to.

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.

Quality Score

an estimate of the quality of your ads, keywords, and landing pages. Higher-quality ads can lead to lower prices and better ad positions. Quality score is composed of expected clickthrough rate, ad relevance, and landing page experience

Campaigns

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

To use exact match, place ________ around the keywords

brackets *This is different from phrase match, as there can't be any extra words before or after the search terms.

five match type options for your keywords

broad match, modified broad match, phrase match, exact match, and negative.

Networks

indicates where you want your ad to appear, based on the campaign type you select. For example, with the Google Search Network, your ad can appear on Google Search sites, in addition to search results on Google Play, Google Shopping, and Google Maps (including the Maps app). Your ad can also appear on non-Google search sites (like CNN) that partner with Google to show search ads; these are called search partners.

Exact match is a good fit if:

it's important to you to match with very specific user searches. Exact match keywords allow you to reach only searches that mean the same thing as your keywords.

Adding a _______ ______ in front of the keyword scooter makes it a negative keyword (-scooter).

minus sign Example: -scooter

Expected clickthrough rate (eCTR)

predicts whether your keyword is likely to lead to an ad click.

Google Ads is built around three principles:

relevance, control, and results.

If your exact match keyword is [running shoes], which searches may prompt your ad to show?

running sneakers shoes for running Running shoe

Callout extensions

short, specific (25-character) snippets of text. They can be used to highlight information about value-adding attributes of the business, products, or services.

Marketing Goal

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

Phrase match is a good fit if:

you're looking for something that's more flexible than exact match, but more targeted than broad match. It helps you reach more customers, while still showing your ads to those most likely searching for your product or service.