Google Search Ad Assessment

imagine you have an online store that makes and delivers organic juice (not shakes or smoothies) in 30 minutes. which keyword list would you use to reach business goals of increasing the number of visitors to your website?

+organic juice (broad match modifier)

imagine you have an online store that makes and delivers organic juice (not shakes or smoothies) in 30 minutes. which keyword list would you use to reach business goals of increasing sales?

-smoothie (negative) -shakes(negative) "organic juices" (phrase match)

device targeting

reach your customers on any device, including desktops, tablets, and smartphones

video ads

reach your target audience at scale and bring your business' story to life

target roas

revenue

broad match

a good fit if you want to spend less time building exhaustive keyword lists. your keywords will match to a wider variety of search terms, and you'll reach people not necessarily searching for your specific brand or business

phrase match

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

up to how many characters can each description field have? a. 90 characters b. 45 characters c. 120 characters d. 60 characters

a. 90 characters

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? a. callout extensions b. structured snippets c. location extensions d. sitelink extensions

a. callout extensions b. structured snippets d. sitelink extensions

if an advertiser doesn't want to add remarketing tags to a website, why would customer match be a good fit for them? a. customer match relies on your own data instead of a remarketing tag b. it wouldn't be a good fit. you have to tag your website to use customer match c. customer match allows you to reach people who haven't been to your website yet d. customer match allows you to reach people who have been to your website

a. 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? a. description b. headline c. destination url d. all of the above

a. description

how does google ads generate responsive search ads? a. google ads creates them based on existing high performing ad copy b. google ads mixes and matches headlines and urls that have been provided c. google ads creates them based on existing ad copy, landing pages, and extensions d. google ads mixes and matches headlines and description lines that have been provided

a. google ads creates them based on existing high performing ad copy

which of the following factors is not considered by ad rank in its calculation? a. increasing the conversion rate of your landing pages b. testing new ad formats and extensions c. context of query d. rewriting ads with low ctrs

a. increasing the conversion rate of your landing pages

which of the following can be customized with audience signals to make search campaigns more efficient? a. keywords b. networks c. headline length d. all of the above

a. keywords

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? a. maximize conversions b. target return on ad spend c. maximize clicks d. target impression share

a. maximize conversions

which attributes describe a good landing page? a. relevant and original content b. transparency about your business c. high amount of user traffic d. easy to navigate

a. relevant and original content b. transparency about your business c. easy to navigate

what is the key value proposition of google search campaigns? a. show your ads when a customer is searching for your product or service b. influence organic results c. appear as a text ad, a video ad, or a banner ad on one of google's partner sites d. reach people on google that might be interested in your brand, regardless of what they're searching for

a. show your ads when a customer is searching for your product or service

which ad extensions can serve automatically? a. structured snippets b. message extensions c. sitelink extensions d. callout extensions

a. structured snippets c. sitelink extensions d. callout extensions

order of hierarchy

account, campaign, ad group, ad

broad match modifiers

allow you to indicate if their are certain concepts related to your keywords that must be present in the in the searches you reach

language targeting

allows you to restrict where your ads may appear, based on the user's language settings and the language of the site

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 ads

campaigns

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

how are optimization score suggestions ordered on your google ads recommendations page? a. by least impactful optimization b. by most impactful optimization c. alphabetically d. randomly

b. by most impactful optimization

what are some of the benefits of leveraging google ads automated bidding strategies? a. manual control b. machine learning c. auction-time bidding

b. machine learning c. auction-time bidding

which of the following factors wouldn't change an account's optimization score? a. changes in auction dynamics b. renaming campaigns c. shifts in spend mix d. changes in tracked conversions

b. renaming campaigns

if your exact match keyword is [running shoes], which searches may prompt your ad to show? a. shoes best for running b. shoes for running c. running shoe d. running sneakers e. best running shoes

b. shoes for running, c. running shoe, d. running sneakers

why do search ad extensions matter? a. the cost-per-click on ad extensions is lower than on a search headline b. they increase engagement and influence ad quality c. they increase ad quality and drive lower conversion costs d. they guarantee higher engagement for advertisements

b. they increase engagement and influence ad quality

Which of the following is a core benefit of Google Ads automated bidding? a. user id-based bidding b. impression share-based bidding c. auction-time bidding d. daily budget pacing

c. auction-time bidding

which are three required parts of a text ad? a. description, path fields, and headline b. description, path fields, and url c. headline, description, and url d. headline, description, and path fields

c. headline, description, and url

how often should you repeat the budget planning process? a. weekly b. annually c. monthly d. daily

c. monthly

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? a. relevance: connect with the right customers at the right times, like when someone is searching for your products b. customization: customize your advertising options with keyword, location, and demographic targeting c. results: use google ads' measurement tools to understand how your campaigns are performing d. control: choose how much to spend each day and in every ad auction

c. results: use google ads' measurement tools to understand how your campaigns are performing.

which two people might see an ad with the keyword +black +shirt (set as broad match modifier) a. someone searching for the term shirt b. someone searching for the term shirt brown c. someone searching for the term i want to buy a black shirt d. someone searching for the term black button shirt

c. someone searching for the term i want to buy a black shirt d. someone searching for the term black button shirt

how many ads should you be implementing per ad group? a. only one b. two or three c. three to five d. one or two

c. three to five

devices

campaigns target all types, which include desktop, tablet, and mobile

what are the three main factors that determine ad quality?

click through rate, landing page experience, relevance

bid strategy

controls the manner in which you pay for users to interact with your ads

target cpa

conversions

how can google ads advance your business goals? a. by driving online, in-app, in-person, and over-the-phone sales b. by building awareness of your brand c. by influencing consideration of your products and services d. all of the above

d. all of the above

how can optimization score help you enhance your advertising campaigns? a. by providing real-time estimates of how your accounts and campaigns are performing b. by giving recommendations customized to your account's performance c. by generating accommodations across your accounts and campaigns d. all of the above

d. all of the above

what's the main goal of google ads performance planner tool? a. it helps you choose your future bid strategy b. it helps your forecast what your minimum budget should be across campaigns c. it helps you forecast and guarantee a return on investment based on future budgets d. it helps you forecast and determine your budgets, while also improving your return on investment

d. it helps you forecast and determine your budgets, while also improving your return on investment

search ads

drive action on your site when users are searching for similar products or services

what led luca to purchase the bike? a. luca seeing the bike in the store and revisiting the website to find it online b. the enticing headline on the text ad c. the advertiser creating a google search campaign d. luca clicking on the ad and arriving at the right page e. all of the above

e. all of the above

which of the following are components of performance planner's forecast methodology? a. validation b. machine learning c. simulation d. learning e. all of the above

e. all of the above

sales marketing goal

encourage customers to complete a purchase

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

lead marketing goal

gather contact details through a signup sheet

web traffic marketing goal

get more customers to learn about your new products

ad relevance

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

landing page experience

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

ad extensions

include even more information about your ads, such as location details, links to pages on your website, and your phone number

display ads

increase brand awareness when users are browsing content they're interested in online

networks

indicates where you want your ad to appear, based on the campaign type you select

exact match

is a good fit if its important to you to match with very specific user searches. allow you to reach only searches that mean the same thing as your keywords

shopping ads

promote your products, share details about your inventory, and boost traffic to your online or physical store

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 ads

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 ads

marketing goal

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

which ad extensions can serve automatically?

sitelink, callout, and structured snippets

budget

the average amount you're comfortable spending each day on your campaign

expected clickthrough rate

the likelihood that the ad will be clicked

bid amounts

the maximum amount you will pay when a customer clicks on their ad

keywords

the words or phrases that will prompt your ads to show up

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 an exhaustive keyword list of every type of suitcase they sell and they can reach potential customers that haven't heard of their brand yet

headline

to catch the customer's attention

description

to highlight the details of what you're offering

url

to reach a particular page on your website

maximize clicks

traffic

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 or false

true

optimization score is made up of over 50 recommendations to optimize search campaigns. true or false

true

these ads appear on their own or within other streaming video content on youtube and across the google display network.

video ads

target impression share

visibility

setting up a search campaign

when you set up a search campaign, think through the different ways to drive more traffic to your site, service, or product; where do you want your ads to be seen? how much do you want to invest? what do you want to share in your ads? what keywords will match your customer's search terms?

location extension

you operate many retail stores and want potential customers to see the distance from their location to your stores

structured snippets

you want to describe the features of a specific product your business offers before customers click on the ad

call extension

you're focused on driving phone calls to your business

sitelink extension

you're interested in directing people to specific pages on your website

bidding and budget settings

your bid strategy controls how you pay for users to interact with your ads. your bid limit is the most 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

geographic location

your campaign's ads are eligible to show customers located in, or who show interest in

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