MARK 4650S Google Ads Module Questions

How many ads should you be implementing per ad group? A. One or two B. Three to five C. Only one D. Two to three

B. Three to five

Marketing Goals

- Awareness (create) - Consideration (drive) - Conversion & Loyalty (increase with existing customers)

Why use Performance Planner in Google Ads over traditional forecasting methods?

- Get accurate forecasts - Get the benefits of machine learning

What are the three components of a text ad on the Google Search Network?

- Headline - URL - Description

What are the benefits of Optimization Score?

- Instant - Customized - Scalable

3 core principles of Google Ads:

- Relevance - Results - Control

What do users want?

- Relevant information - information based on their moment - ads that contribute to their experience

Factors affecting budget planning:

- Seasonality - Market Share - Growth

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?

- Sitelink extensions - Callout extensions - Structured snippets

Best practices for Google Ads

- implement 3-5 ads per ad group - optimize ad rotation for clicks or conversions - use at least 3 extensions for each campaign or ad group - Create at least one responsive search ad for each ad group, and ensure to include at least two expanded text ads in that group.

Benefits of Google Ads automated bidding

- machine learning - time saved - auction-time bidding - depth of signals used and cross analysis

Performance Planner Best Practices:

- set bids and budgets using non-last click conversions - create separate plans for each marketing objective - regularly check your plan

3 types of extensions?

- sitelinks - callout extensions - structured snippets.

3 Components of Quality Score

1) Ad relevance to the user's search 2) Expected click-through rate 3) Landing page experience.

How many users does a remarketing list need before it can be used?

1,000

Arrange the items below in order of hierarchy, beginning with the top level. Ad Campaign Account Ad Group

1. Account 2. Campaign 3. Ad Group 4. Ad

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

Ad relevance

Maximum number of ad extensions that can show for a particular query or device at any given time?

4

What are some of the benefits of leveraging Google Ads automated bidding strategies? (select all that apply?) A. Auction-time bidding B. Machine learning C. Manual control

A. Auction-time bidding B. Machine learning

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. Customer Match allows you to reach people who haven't been to your website yet. C. It wouldn't be a good fit. You have to tag your website to use Customer Match. 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 line B. Headline C. Destination URL D. All of these are automatically generated

A. Description line

What are the three main factors that determine ad quality? A. Expected clickthrough rate, landing page experience, and ad relevance B. Expected clickthrough rate, max CPC bid, and landing page experience C. Max CPC bid, landing page experience, and ad relevance D. Expected clickthrough rate, ad formats, and ad relevance

A. Expected clickthrough rate, landing page experience, and ad relevance

Which of the following factors is not considered by Ad Rank in its calculation? A. Increasing the conversion rate of your landing pages B. Context of query C. Rewriting ads with low CTRs D. Testing new ad formats and extensions

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

Which Dynamic Search Ads option allows an advertiser to group web pages under custom labels? A. Page feeds B. URL filtering C. Categories D. Landing pages

A. Page feeds

What ad extension is only available as a full automated ad extension? A. Seller ratings extension B. Price extension C. App extension D. Message extension

A. Seller ratings extension

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.com 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

A new suitcase company wants to attract customers to their website. In their situation, what are the benefits of using broad match? (select all that apply) A. They can reach potential customers that haven't yet heard of their brand. B. They can make sure to only reach customers looking to purchase carry-ons. C. They won't have to create an exhaustive keyword list of every type of suitcase they sell. D. They will only reach people searching for their brand.

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

How many ads should be implemented per ad group? A. Three to five B. Only one C. One or two D. Two to three

A. Three to five

Which attributes describe a good landing page experience? (select all that apply) A. Transparency about your business B. High amount of user traffic C. Easy to navigate D. Relevant and original content

A. Transparency about your business C. Easy to navigate D. Relevant and original content

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. A. True B. False

A. True

Optimization Score is made up of over 50 recommendations to optimize Search campaigns. A. True B. False

A. True

Which of the following are components of Performance Planner's forecast methodology? (Select all that apply) A. Validation B. Machine learning C. Forecasting D. Simulation

A. Validation B. Machine learning C. Forecasting D. Simulation (all of the above)

Which campaign type would you pick for the following scenario? 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

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

True or false? Affinity Audiences allows advertisers to reach people who're actively researching and intending to buy the products or services they offer. A. True B. False

B. False

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? A. She can pause all her campaigns. B. She can create a new ad group for the end-of-year sale. C. She can add keywords within the Kid's Bike ad group, such as sales, deals, and end-of-year sale. D. She can duplicate her Kid's Bike ad group to potentially show more ads for kids' bikes.

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

Which ad extensions can serve automatically? (select all that apply) A. Message extensions B. Sitelink extensions C. Structured snippets D. Callout extensions

B. Sitelink extensions C. Structured snippets D. Callout extensions

Which ad extensions can serve automatically? A. Sitelink, location, and call extensions B. Sitelink, callout, and structured snippets C. Promotion, callout, and sitelink extensions D. Message, callout, and structured snippets

B. Sitelink, callout, and structured snippets

Up to how many characters can each description field have? A. 45 characters B. 120 characters C. 90 characters D. 60 characters

C. 90 characters

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 mixes and matches headlines and description lines that have been provided. D. Google Ads creates them based on existing ad copy, landing pages, and extensions.

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

Which are the three required parts of a text ad? A. Description, path fields, and headline B. Headline, description, and path fields C. Headline, description, and URL D. Description, path fields, and URL

C. Headline, description, and URL

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 clicks B. Target return on ad spend C. Maximize conversions D. Target impression share

C. Maximize conversions

How often should you repeat the budget planning process? A. Annually B. Daily C. Monthly D. Weekly

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. Control: Choose how much to spend each day and in every ad auction. 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. Relevance: Connect with the right customers at the right times, like when someone is searching for your products.

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)? (select all that apply) 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

Why do search ad extensions matter? A. The cost-per-click on ad extensions is lower than on a search ad headline. B. They guarantee higher engagement for advertisers. C. They increase engagement and influence ad quality. D. They increase ad quality and drive lower conversion costs.

C. They increase engagement and influence ad quality.

If your exact match keyword is [running shoes], which searches may prompt your ad to show? (select all that apply) A. shoes best for running B. Best running shoes C. running sneakers D. Running shoe E. shoes for running

C. running sneakers D. Running shoe E. shoes for running

Match the marketing goal to the correct ad extension: You're focused on driving phone calls to your business.

Call extension

Match each autobidding strategy to the right campaign goal: Target CPA

Conversions

How can Google Ads help you 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 recommendations across your accounts and campaigns D. All of the above

D. All of the above

Which of the following is a core benefit of Google Ads automated bidding? A. Daily budget pacing B. User ID-based bidding C. Impression share-based bidding D. Auction-time bidding

D. Auction-time bidding

What's the main goal of the Google Ads Performance Planner tool? A. It helps you forecast and guarantee a return on investment based on future budgets. B. It helps you forecast what your minimum budget should be across campaigns. C. It helps you choose your future bid strategy. 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.

How often is it recommended to repeat the budget planning process? A. Weekly B. Daily C. Annually D. Monthly

D. Monthly

Which of the following factors wouldn't change an account's optimization score? A. Changes in auction dynamics B. Changes in tracked conversions C. Shifts in spend mix D. Renaming campaigns

D. Renaming campaigns

Match goals to these campaign types: - Display - Shopping - Search - Video

Display: increase brand awareness when users r browsing content they're interested in online Shopping: promote your products, share details about your inventory, and boost traffic to your online or physical store Search: drive action on your site when users are searching for similar products or services Video: reach your target audience at scale and bring your business' story to life

What led Luca to purchase the bike? A. The advertiser creating a Google Search campaign B. Luca clicking on the ad and arriving at the right page C. Luca seeing the bike in the store and revisiting the website to find it online D. The enticing headline on the text ad E. All of the above

E. All of the above

The likelihood that the ad will be clicked

Expected clickthrough rate

It's 6am, and you're sitting in an airport in Singapore, looking through email on your laptop. You realize you forgot to book a hotel for your trip to New York to see the Statue of Liberty. Interest?

I love architecture and New York

It's 6am, and you're sitting in an airport in Singapore, looking through email on your laptop. You realize you forgot to book a hotel for your trip to New York to see the Statue of Liberty. Intent?

I need to book a hotel room

It's 6am, and you're sitting in an airport in Singapore, looking through email on your laptop. You realize you forgot to book a hotel for your trip to New York to see the Statue of Liberty. Device?

I'm on my laptop

It's 6am, and you're sitting in an airport in Singapore, looking through email on your laptop. You realize you forgot to book a hotel for your trip to New York to see the Statue of Liberty. Location?

I'm sitting in the Singapore airport

It's 6am, and you're sitting in an airport in Singapore, looking through email on your laptop. You realize you forgot to book a hotel for your trip to New York to see the Statue of Liberty. Time?

It's 6am

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

Landing page experience

Match the marketing goal to the correct ad extension: You operate many retail stores and want potential customers to see the distance from their location to your stores.

Location extension

Match each autobidding strategy to the right campaign goal: Target ROAS

Revenue

Which campaign type would you pick for the following scenario? 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

Which campaign type would you pick for the following scenario? 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

Match the marketing goal to the correct ad extension: You're interested in directing people to specific pages on your website.

Sitelink extension

Match the marketing goal to the correct ad extension: You want to describe the features of a specific product your business offers before customers click on the ad.

Structured snippets

Match each autobidding strategy to the right campaign goal: Maximize clicks

Traffic

Which campaign type would you pick for the following scenario? These ads appear on their own or within other streaming video content on YouTube and across the Google Display Network.

Video

Match each autobidding strategy to the right campaign goal: Target Impression Share

Visibility

Match the campaign goal to the appropriate marketing goal: -get more customers to learn about your new products -gather contact details through a signup page -encourage customers to complete a purchase

Web Traffic: get more customers to learn about your new products Leads: gather contact details through a signup page Sales: encourage customers to complete a purchase

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 each of the following business goals? -increase sales -increase the number of visitors to your website

increase sales: -smoothie (negative) -shakes (negative) "organic juices" (phrase match) increase the number of visitors to your website: +organic juice (broad match modifier)