Google Ad Search

broad match modifier

(adding +) prompts your ads to appear only if the keyword or its close variations are in any part of the search terms.

Factors that determine quality score:

- Expected click through rate - Ad relevance - Ad landing page experience

Three factors that should be included in the description:

- Mention of prices, promotions, and special offers - Encourage action to be taken - Highlight uniqueness

Order to set up a customer match strategy:

- Segment customer list, based on desired marketing action - Upload list to google ads - Translate list to audience list and make available for targeting - Customize creatives

You want to increase the relevance of a Google Search Ad so it's more meaningful to potential customers and provides value-added information to their searches. What two actions might improve the relevance of your ad? (Choose two.) - Changing the ad's call-to-action statement. - Posting transparency statements on the website. - Selecting only relevant languages in campaign setup. - Selecting distinct geographic areas. - Rewriting the landing page for clarity.

- Selecting only relevant languages in campaign setup. - Selecting distinct geographic areas.

5 step process to create a text ad:

- Sign into desired google ads accounts - In page menu on left of screen, select ads and extensions - Chose the + button and then select text ad - Enter headlines, URLs, and descriptions - Ensure it meets google ads editorial guidelines and press save

What ad extension types can be served as automated ad extensions?

- Sitelink extension - Callout extension - structured snippets

what are 4 ways to improve your eCTR

- be specific - experiment with your call to action - highlight unique benefits - create time or location based ad text

5 targeting options for dynamic search ads

- landing pages from standard ad groups - categories - URL contains - URL is - page feeds

What two things can performance planner do?

- recommend average daily budget - optimize ad budget for maximum growth

performance planner 4 best practices

- use non-last click attribution conversions - create multiple plans for campaigns with different marketing objectives - use performance target features - use optimization score

A single responsive search ad can have up to how many headlines?

15

Optional paths at the end of URL can contain up to how many characters?

15

How many ads per ad group?

3-5 (also at least 3 extensions)

Everyday, how many searches are performed using google search?

3.5 billion

What's the maximum number of ad extensions that can show for a particular query or device at any given time?

4

Quality Score

A measurement of ad performance (CTR) and ad relevance, and landing page experience. Ads that are seen as relevant and that consumers respond to have higher quality scores. The firm uses quality score multiplied by the maximum CPC to determine an ad's display ranking.

What audience search method would you use for someone that repeatedly searches same topic?

Affinity audience search solution

Conversion rate effects your ad rank. T or F?

False

What's the primary benefit of using structured snippet extensions in your ads?

Gives users specific information about what you're offering, before they visit your website.

formula for ad rank on search network

Maximum Cost Per Click (MCPC) x Quality Score (QS)

phrase match

Placing quotation marks around the keywords turns them into phrase match. This prompts your ads to appear only if the keywords within the quotation marks or close variations of them match a user's search term

Callout extensions

Short, specific snippets of text that highlight value-adding attributes - 25 characters (ex. "free returns")

Why is using the performance targets feature after utilizing the Performance Planner recommended?

This practice allows you to monitor targets set in the Performance Planner and to receive alerts and recommendations when a campaign is not on track.

exact match

To use exact match, place brackets around the keywords. This way, your ads will only show if the search means the same thing as your keyword. It may include close variations of your keyword, like misspellings, plurals, and synonyms

Google ads gives you control over your budget. T or F?

True

If you add multiple words to broad-match modifier, all must appear in the search to work. T or F?

True

There should be at least one keyword in the headline. T or F?

True

With Similar Audiences, which Google product is included when finding new people with similar profiles?

Youtube

With Dynamic Search Ads, what does the advertiser provide?

a list of webpages

In-market audiences

a way to connect with consumers who are actively researching or comparing products and services across Google Display Network publisher and partner sites and YouTube - people who are in the mindset to buy

If sitelink extensions are set up at both at both campaign and ad group level where will they show up?

ad group level

negative keyword

add a minus sign in front of keyword. This means ads won't show if someone includes that negative keyword in their search

What might increase the number of clicks your ad receives?

adding more specifics to the ad

What are sitelinks and ideally how many should you have per campaign?

additional links that appear just under the text of your search ads, directing users to specific pages of your website - ideally 8-10 per campaign (bare minimum 2)

Ad extensions can increase user engagement by doing what 3 things?

addressing user device, intent, and location

how are optimization scores ordered on google ads recommendation page?

by most impactful

What action might improve you CTR

changing the call to action messaging

what cannot be edited once ad is created?

currency and time zone

Which part of a Search ad isn't automatically generated by Dynamic Search Ads?

description line

Up to how many characters can each description field have?

each text ad has 2 fields with up to 90 characters each

settings that are specified in account level

email, password, and billing

Smart pricing

google will automatically lower CPC bid on pages in the display network that are less likely to convert

creating a more helpful and clean landing page will do what?

increase ad rank

networks settings:

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

What are two of the data sources that are used to calculate optimization recommendations?

industry data and campaign settings

Optimization score

key aspects of accounts including stats, settings, and industry trends

What do you need to create a Google Search Ad group? (Choose two.) Delivery times Device types Keyword list Country targets Default bid amount

keyword list and default bid amount

Exact match

keyword type that targets specifically those exact words

What can you find in the opportunities tab?

keyword, bid, and budget ideas to improve campaign performance

Advantages of performance planner

leverages machine learning for forecasting and forecasting is powered by billions of google searches conducted every week

automated billing uses what?

machine learning

4 benefits of automated bidding

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

what are the 4 components of performance planner?

machine learning, validation, forecasting, and simulation

consideration focused bidding strategy

maximize clicks/traffic

conversion focused bidding strategy

maximize conversions, target cost per acquisition, eCPC

how many values should you use when using structured snippet extensions?

minimum of 4

How does Google Ads generate responsive search ads?

mixes and matches headlines and description lines that have been provided

how often should you repeat the budget planning process?

monthly

Benefits of responsive search ads

more relevance and greater flexibility

target impression share should be used when the goal is:

raise awareness/increase visibility

You're trying to improve an ad's perceived quality so it performs better during an ad auction. What change would have the least-positive impact to an ad's quality? - Creating ads that pertain to the keywords. - Raising the bid amount. - Creating ads likely to get clicks. - Having a clear and simple landing page.

raising bid amount

Marketing a campaign using automated bidding allows you to...

reach the right user, at the right time with the right message

Google ads is built on what three things?

relevance, control, and results

Ad extensions assist users with what?

relevant information and information based on their moment

What ad extension is only available as a full automated ad extension? Message extension App extension Price extension Seller ratings extension

seller ratings extension

What's the main thing Google Search campaigns allow you to do?

show up on search results with competitors as well as giving you a presence at the exact moment someone is searching for the type of product you offer

broad match

shows ads if a keyword (or any variations like misspellings, synonyms, or related searches) are included in a user's search terms.

Which Search Audience solution would assist you in finding new customers that share the behaviors and characteristics of your remarketing audience segments?

similar audiences

revenue focused bidding strategy

target return on ad spend (ROAS)

What Search Network text ad component provides up to three fields of 30 characters each?

the headline component

Detailed demographics reach people based on:

the likelihood of their marital status, education, parenting stage, and homeownership

marketing goal

the main thing you want to achieve for your business - can be changed at any time (sales, leads, web traffic)

What are callout extensions used for?

to highlight key information and unique selling points

What do you use the optimization score for?

to identify opportunities for improvement

Customer match

upload your own data into google ads and reach custom segments across devices

if remarketing lists are working well, how might you amplify your results further?

use similar audiences