chapter 6

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 wants to allow for broader matching to "shoes". which keyword will accomplish this?

+running shoes

a website that sells high-end ties notices that its ads are showing up for searches that include "cheap". becuase its ties are expensive, it does not want its ads to show up for searchers using the word "cheap". what should they do?

add the word cheap to its negative keyword list

which of the following is NOT recommended to be shown in a search ad a) unique value proposition B) keywords c) reference to competitors d) call to actions

c) reference to competitors

to conduct A/B testing on ad copy and advertiser merely has to

create multiple ads in an ad group

in what way is the final URL th emost important part of the serach ad

if the URL is wrong, wearchers cannot reach the website properly

which of the following is NOT used when calculating an Ads quality score a)ad relevance b) organic search ranking c) expected CTR d) landing page experience

organic search ranking

which of the following is NOT a match type for selecting search ad targets? a) exact match b) phrase match c) broad match d) precise match

precise match

an experiment at ebay showed that advertising on branded keywords were not profitable becuase

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

an ads location, bid strategy, daily budget, ad extensions, and more are all determined at what level within the adwords account?

the campaign level

Return of advertising spend cannot be calculated within an adwords account unless

the conversion tracking is set up properly in analytics and connected to the adwords account