Chapter 6 quiz

A website that sells high-end ties notices that its ads are showing up for searches that include "cheap". Because its ties are expensive, it does not want its ads to show up for searchers using the word "cheap". What should this advertiser do?

add the word "cheap" to its negative keyword list

Return on Advertising Spend (ROAS) cannot be calculated within an AdWords account unless

conversion tracking is set up properly in analytics (or Tag ManageR) and connected to the AdWords account

To conduct an A/B test on ad copy, an advertiser merely has to

create multiple ads in an ad group

In what way is the Final URL the most important part of a search ad?

if the final URL is wrong, searchers cannot reach the website properly

Which of the following is NOT used when calculating an ad's Quality Score?

organic search ranking

Which of the following is NOT a match type for selecting search ad targets?

precise match

Which of the following is NOT recommended to be shown in a search ad?

reference to competitors

An experiment at eBay showed that advertising on branded keywords (searches that included "eBay") were not profitable because

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

An ad's location, bid strategy, daily budget, ad extensions, and more are all determined at what level within the AdWords account?

the campaign level

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

+running shoes