Google AdWords Quiz

phrase

"keyword"

What options are good at creating successful text ads?

- include prices, promos, and exclusives - match your ad to your landing page - include at least one keyword in ad text

I have to include a negative keyword "football" in my ad group, how will I write it?

-football

average percentage for the CTR for a display network ad

.01%

All other things equal, if your closest competitor's bid is $0.25, how much will you pay to show your ad in a higher position?

.26

average percentage for the CTR for a search network ad

1%

What is one benefit of My Client Center?

A dashboard that provides summaries of different metrics for all of your clients' accounts.

If you have a keyword with a low CTR, what can you expect?

A low quality score on the Search Network

How should you check to see if your ads are still running on Google

Ad Preview and the Diagnosis Tool

What is one way you can increase CTRs?

Add negative keywords to the ad group to reduce irrelevant impressions.

How do Managed Placements work?

Advertisers can manually specify which websites their ads appear on throughout the Display Network.

Display Network Only Campaigns

All features, mobile apps, remarketing

How often does AdWords run an auction to determine which ads will be shown on the search results page?

An auction is run every time a users enters a search query.

What is the primary function of the My Client Center account?

An umbrella account for access to individual accounts with a single login.

What is the best bidding option for clients that want to spend the least amount of time setting and managing individual keyword bids?

Automatic Cost Per Click (CPC)

By including keywords in an Ad Group, how does Google automatically determine where ads on the Display Network might show?

Automatic placements would be used to target sites by context whose content shares the same themes as the keywords in the Ad Group.

How can Search Network marketing help you reach your advertising goals?

By acquiring potential qualified customers.

Which bid methods are used for image ads on the Display Network?

CPM or CPC

three components of quality score

CTR, Relevance, Landing Page

What are some phrases that are not allowed according to the Google Ad Words policies?

Call to Action phrases like "Click Here" or "See This Site"

Ad groups should be organized based upon what?

Common Theme & Product Type

How is advertising cost accrued on the Search Network?

Costs are accrued when someone clicks on an ad that is displayed on the Search Network.

You have a new product line and want to allocate additional budge to promoting it. What's the best way to do this?

Create a campaign with a separate daily budget to promote just the new product line.

What is one way to limit a user's access to only a specific number of accounts in the MCC?

Create a new MCC account linked to the original MCC account. Move the specified number of accounts into that MCC and grant the user access to the sub-MCC account.

How often is Quality Score evaluated?

Each time someone does a search that triggers your ad.

What are some recommendations for increasing Quality Score for a keyword?

Edit the ad associated with that keyword and direct users to a landing page that is very relevant.

Settings specified at the account level in AdWords

Email Address, Password, and Billing Information

How can you get greater exposure on mobile devices?

Enable bid adjustments and bid higher on mobile devices.

When are Quality Score and Ad Rank calculated?

Every time someone conducts a search where your ad is eligible to appear.

T/F. Using Duplicate Keywords across different ad groups and campaigns is recommended by Google.

False

T/F. You can use phrase match keywords on the display network.

False (all keywords are broad match only)

True or False: You can pay for specific placement in top positions in the natural search results.

False.

What can you expect if you lower your bids?

Fewer conversions and a lower CPA, in general.

What can the Opportunities tab be used to do?

Find keyword, bid, and budget ideas to improve campaign performance.

What can you use the Keyword Tool to do?

Find new keywords for advertising campaigns.

When a CPM and CPC bid compete against each other, how does Google determine each ad's position?

Google estimates how many clicks the ad might receive in 1000 impressions to get the comparison.

Google shows your ad based on location of a user and which factors are used to precisely target a particular user using Google or Google partner sites on Desktop Computer or Laptop?

IP Address, Google Domain, Query Search

How can the Contextual Targeting Tool help you?

It can show you potential webpages where your ad can show up based on your keywords.

How does a low CTR on the Display Network affect your Search Network Quality Score?

It doesn't. Your ad performance, including CTR, does not affect your rank for search ads. A low CTR on the Display Network does not affect your Search Network Quality Score.

What is keyword contextual targeting?

It is when themes of keywords are matched by AdWords to relevant content on various websites that run Google ads.

Why is it a bad idea to duplicate keywords in multiple Ad Groups?

Keywords in multiple ad groups compete against each other, and the keyword with the higher performance will trigger the ad in that Ad Group to run.

What impact can poor landing page quality have on an Ad Group?

Keywords in the Ad Group may be given a lower Quality Score.

For a direct response campaign, which keywords should an advertise delete or consider not using at all?

Keywords that generate a lot of impressions with very few conversions.

How does the AdWords system decide which ad language to target?

Language of ads is determined by the language setting of the Google interface the client is using.

Where can an advertiser change the location targeting of an ad?

Location targeting is set at the campaign level.

What does a higher Quality Score typically lead to?

Lower costs and higher ad positions.

Formula for Ad Rank on Search Network

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

What is the formula for ad rank on the Search Network?

Maximum Cost Per Click X Quality Score.

What is the formula for ranking keyword-targeted ads on the Search Network?

Maximum Cost Per Click x Quality Score.

What can you expect if you raise your bids?

More conversions and a higher CPA, in general

Does the Display Network take into account match types like phrase and exact match?

No, the Display Network uses only broad match.

On which page can you change your alert settings?

Notification Preferences

What language setting should you use to target a Spanish speaker in the United States?

Spanish.

What are the minimum requirements to run an ad on the Search Network?

Text ad, keyword list, and a default bid.

What is a primary benefit of location targeting?

The ability to target combinations of countries, territories, and regions.

What happens when the Quality Score of a keyword is increased?

The ad may earn a higher average position.

What effect do negative keywords have on Ad Groups in a Search Network campaign?

The ad will not show if the negative keyword appears in the user's search query.

Even with an unlimited budget and a positive ROI, what can limit the amount of money you can invest in a campaign?

The amount of profitable traffic available for the keywords that your campaign is targeting.

CTR (Click-through-rate)

The number of clicks an ad receives divided by the number of impressions. The higher the CTR the more effective Google considers the ad

From which AdWords tool can you get ideas for negative keyword and placement exclusions?

The placement performance report.

What is used to determine Quality Score on the Display Network?

The quality of the landing page.

With the sitelinks extension set at both the campaign and Ad Group level, which ones will be displayed?

The sitelinks at the ad group level

What happens if a Search Network campaign consistently reaches its daily budget?

There will be missed potential ad impressions.

If someone in Russia sets their language preference to English, will they see ads targeted to people in Russia? Will their ads be in Russian or in English?

They will see ads targeted to people located in Russia with the ads in English.

Why is it important to group similar keywords together in an Ad Group?

To ensure that the ads remain relevant to those keywords.

What is the main goal of automatic Cost Per Click bidding?

To generate as many clicks as possible within the advertiser's target budget.

T/F Budget has no impact on ad rank

True

T/F. Domain trumps Query Parsing and IP Address

True

T/F. Placements can be controlled at the Ad Group level.

True

T/F. The QS for a keyword is update every time someone searches for your keyword

True

True or False. Google can use the IP address of users to target ads based on location.

True

True or False. In order to target Spanish speaking users with Spanish language ads in the United States, adjust the language targeting settings.

True

True or False. Negative keywords can help you refine the targeting of your ads.

True

True or False. With the Accelerated delivery method of ads, ads are shown as frequently as possible until the daily budget is spent.

True

True or False. You can pay for specific placement in top ad positions in the Search Network.

True

True or False. Negative keywords can increase the CTR of ads.

True.

You want to pay when a user views your video ad through a cost-per-view advertising model. Which of Google's services would be most appropriate?

TrueView video formats would allow this model of payment through YouTube advertising.

Display Network

Websites, forums, or blogs that aren't owned by Google but have Google AdWords ads (also known as AdSense) on them.

When is Cost Per Thousand Impressions (CPM) bidding not available?

When your campaign is opted into the Search Network

Under the new match type policies, if you use the exact match keyword [red shoe], will your ad appear for plurals and misspellings?

Yes. This is a new change in Google AdWords policies.

Why is it a good idea to create multiple Ad Groups?

You can break up keywords and ads and group them by related themes.

What is the effect of including both keywords and placements in an Ad Group on the Display Network?

Your ads will be restricted to only specific sites that you choose and webpages where the content is relevant to the theme of the keywords.

What effect does using managed placements have on your campaign?

Your ads will show on webpages, videos, games, RSS feeds, mobile sites, and apps that you have specifically selected.

location targeting tool

add or exclude locations

placement targeting

allows advertisers to hand pick specific sites on which their ads appear

Optimize for Conversions

an ad rotation setting where certain ads within the same ad groups are displayed more frequently based on the CTR and conversion rate

modified broad match

bit more focused, add + sign in front of a keyword, more restrictive

near match

both phrase & exact match will, exact match will, except mispellings

broad match

can be used for matching search queries, broad

negative match

eliminate irrelevant words, applied to other match types, put a minus sign before keyword

How many times is your quality score calculated?

every time your ad is eligible for the ad auction

What is the best way to achieve the top position in paid search results?

improve the Quality Score (QS) and raise the Cost Per Click (CPC)

If I use a broad matched keyword 'old furniture' and a negative keyword '-new', your ad could appear when user enters which of these queries?

old tables and furniture

manual CPC

set different bids for each keyword

Search Service Report

shows an advertiser exactly what people look for on Google

CPC (Cost-per-click)

the amount an advertiser is charged for a single click. different keywords cost different amounts, depending upon competition

Impressions

the display of an ad on a web page

landing page

the first webpage shown after an ad is clicked. the page is constructed to appeal to the same desire as the ad

What is the Maximum-Cost-per-Click (MCPC)?

the maximum amount you are willing to pay for a click on your ad

exact match

tightest zoom on target market, not leniancy, identifiable match, put square braquets