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