Google AdWords Certification | Search

What is the general process of search engine marketing?

1. An advertiser bids on keywords with the amount they are willing to pay for a user to click an ad 2. The engine ranks advertisers based on their bid and relevance to the search 3. The best matching ad appears alongside the user's search results

What are the three steps in getting your product or service in front of consumers wherever they are on the consumer journey?

1. Define your campaign's primary marketing goal and potential KPIs 2. Understand who your target audience is and where they're located 3. Choose the ideal solution that drives your goals and targets your audience

What questions can conversion tracking answer?

1. Which creative drive the most sales? 2. Which users are most likely to sign up/buy/etc. 3. When are people most likely to sign up/buy/etc.?

How many headline fields are available?

2 with up to 30 characters each

How many ad extensions can show across an AdWords campaign at a time?

4

How many characters can you have in the description field?

80

What percentage of consumers research online before entering a store?

87%

What percentage of goods are still sold in stores rather than online?

90%

What is Google at its core?

A web search engine that's designed to allow users to search for information across the WWW. Google's mission is to organize this information and make it universally accessible and useful

How can search engine management platforms provide consolidated data?

Access conversion and performance data from a single source to monitor your campaign's performance and report back to your advertisers - without having to spend all day on multiple platforms

Ad formats and extensions

Additional add-ons to make your customers more likely to click on your ads

What is a text ad?

Ads made up of text. They are a simple yet powerful way to get your business in front of consumers right when they are searching for products or services like yours on the Google Search Network

What are dynamic search ads?

Ads that use your website to target your ads and can help fill in the gaps of your keywords-based campaigns

What is demographic targeting?

Allows you to reach a specific set of potential customers who are likely to be within a particular age range, gender, parental status or HHI

What's the best way to choose the right source you want to track?

Always identify what activity it is that you want to track, not necessarily where that activity was initiated, and you'll have the appropriate source

What can you use Google Trends to do?

Answer key brand questions, gauge consumer search behaviors, confirm hypotheses about audience interests and share audience interest over time

How can you provide value to your customers using Google AdWords?

Answering questions, providing relevant information, offering solutions and ultimately keeping them engaged

What conversion source should you use if you want to keep an eye on app downloads?

Apps

What does conversion tracking allow you to do?

Attribute results, like increase sales or newsletter sign ups, to a specific campaign

How can you stay in step with your most loyal customers and re-engage with past visitors?

Be there with the right message for existing customers as they search on Google, check Gmail, or watch videos on YouTube.

What is the task for the goal of getting customers through the door?

Bridge the gap from online browsing to in-store purchases

By using conversion tracking, you've recognized that a specific area of the world is generating the majority of lesson sign ups. What can you do to improve your campaign performance based on this information?

Buy more ad inventory in that region

How does ad extensions give you greater visibility?

By adding more content to your ad, extensions give your ad greater visibility and prominence on the search results page. That means more people may notice your ad

How can you make calls worthwhile when customers use call extensions?

By giving users a compelling reason to call you in your ad text (i.e., visit example.com, call for specials on the latest drone models)

Add additional text to your ad, like free delivery or 24/7 customer support

Callout extensions

How can audience targeting help you?

Can help identify, re-engage and expand your audience online. You can target those who actively intend to purchase your products and personalize your ads with relevant messages.

If your conversion source is an app, what are you tracking?

Completed customer actions on your app such as an app install, a completed in-app action, such as a purchase

If your conversion source is a website, what are you tracking?

Completed customer actions on your website such as a purchase, a newsletter sign-up, a click on a button

What are the three benefits of AdWords?

Connect with customers when it matters, control your costs, improve performance

What are the benefits of search engine management platforms like DoubleClick Search?

Consolidated data, single interface, optimization

What can you track with conversion tracking?

Conversion tracking gives you the ability to track who's signing up based on seeing your ad, you can see which of your campaigns are performing better for particular demographics, and you can determine at which times and days of the week your ads are leading to more sales.

How do you set up website conversion tracking?

Create a conversion action - what it is you want to track. Get your conversion tracking tag - a teensy bit of code that will track your users' actions on the source that you've set up to track. Add the conversion tag to your website, so all those user actions you've identified will actually be tracked. Finally, check that the conversion tracking is working as planned

How can AdWords help you reach high-quality users when they're read to install new apps and keep them coming back to yours?

Create a universal app campaign - one that allows you to promote your app across Google Search, Play, YouTube, and within other apps and mobile websites on the Display Network. Use the campaign to encourage users to download your app and use it. Plus, they can stay in the know about your brand

If your conversion source is a phone, what are you tracking?

Customer calls such as calls generated from your number in ads, on your website, or a click on your mobile website

What is the attribution model?

Determining how much credit each clicks gets for your conversions either by attributing credit to the customers first click, last click or a combination multiple clicks

What are ad customizes?

Dynamically generated content such as temporary holiday pricing, remaining days for promo pricing/shipping, etc.) that adjusts based on the user's time and place

How can you show customers what you have in stock?

Encourage people to visit your store by sharing local inventory details like products, prices and more. Create local inventory ads to showcase your products as well as store information to nearby shoppers searching with Google. Once shoppers click your ad, they arrive on a Google-hosted page for your store, called the local storefront. Shoppers use the local storefront to view in-store inventory, get store hours , find directions and more

How can you promote your business in specific locations?

Ensure your ads only appear for customers located near your business. Set up location targeting to allow your ads to appear in certain geographies. For the locals, display ads that are more focused on promoting local services - both your store and in-store services/promotions. For everyone else, display ads more focused on phone calls, app downloads, products for sale, etc.

Why should you use ad extensions?

Extensions expand your ad with additional information - giving people more reasons to choose your business. Extension format include call buttons, location information, additional links and text and more.

How can you showcase custom ads in real-time?

Feature dynamically-generated, time-sensitive and/or geo-specific content about your latest products, or even special promotions to attract customers at the exact moments they're looking with information that is most relevant

What can you use Google Correlate to do?

Find queries that follow a similar search pattern, thereby uncovering insights that might not otherwise be visible. Once revealed, these correlations can have implications for video creation, search optimization, related content, cross-promotional efforts, and even platforms for promotion.

What is the task for the goal of increasing online purchases?

Get customers to take action online

What Google tools can you use to understand your target audience, so that you can create the ads to serve them best?

Google Surveys, Google Trends, Google Shopping Trends, and Googel Correlate

What Google tools can you use to help uncover truths about your target consumer?

Google Surveys, Trends, Shopping Insights, Correlate

What are the three required parts of a text ad?

Headline, URL, Description

How can you say more with your ads on Search?

Help customers find what they're looking for faster with longer headlines, links to important pages, and callouts for unique offers. Use ad extensions to customize your ad so when they see it, they get what they came for. Try adding links to key pages of your websites or callouts for promotions or key updates available for download

What is the task for the goal of getting the phones to ring

Help customers get in touch with your business

What is the task for the goal of growing your app

Help people discover your app (app discovery and download) and keep them coming back to it (re-engagement)

What can Google Trends do for you?

Help you find what is trending right now

What can Google Shopping Insights do for you?

Help you get a sense of how popular your products will be and how it may sell in your physical store

How does conversion tracking help the advertiser?

Helps advertisers track the impact of their ads so they can reinvest in the ads that generate the most interactions

What are the key things to keep in mind when creating a text ad?

Highlight what makes you unique, use a call to action, include sale terms, match your ad to your keywords and match your ad to your landing page

What does it mean to make a moments map?

Identify a set of moments you want to win or can't afford to lose. Examine all phases of the consumer journey to map moments when people want to find inspiration, learn about your products, make a quick purchase, or anything in between

How can you focus on calls instead of clicks?

If calls are your top priority or you don't have a mobile-optimized website, you can create ads that focus solely on driving calls to your business. Another case for call extensions. By adding these to your ads, a tap or click calls your business directly. If your business model was centered around phone support (as opposed to storefront, app, etc.) you could even use call extensions to set up a call-only campaign

What are the three different ways to get your conversion tracking tag?

If you use tag manager, you can use the conversion information provided to install your tag. OR You can download the tag to your computer OR Email the tag - the better option if you have a web programmer who will be doing the HTML modifications to your site

How can you drive calls during specific hours?

If your staff is only available to take calls during certain hours, schedule your phone number to only show during those hours. With 70% of mobile searchers reporting that they click to call directly from search results, you'll want to make sure that those calls count.

How can you see how online ads drive in-store results?

Learn how much foot traffic and sales your ads drive to optimize your media spend and consider using conversion tracking

How can you turn searches into visits?

Make it easier for customers to find your store by featuring directions from Google Maps in your ads. Include location extensions to your campaign to direct people to your store with a map, address or the distance to it

How can you turn callers into customers?

Make it easy for potential customers to call you by featuring your phone number in search ads. Include call extensions which let you add phone numbers to your ads (and can increase CTR by 4-5%)

How can you effectively reach potential customers via text ads?

Make your text ads specific, actionable and relevant

According to Google data, how many Google searches do people conduct each month?

More than 100 billion

____ of the people who see an ad on their phone end up doing a mobile search thereafter for that very product

More than 50%

How do you add the conversion tracking tag to your website?

Open the HTML for the page your customers reach on your website after they've completed a conversion. Select the code navigate to the area of the HTML between the body tags (<body></body>) on the page. Click paste to enter the tag code into your page. Finally, save the changes to your web page.

What are path fields?

Part of your display URL and placed after your website's domain to give readers an idea of the content they'll see upon clicking your ad.

How many path fields are available?

Path fields are optional and there are two available which can hold up to 15 characters

What conversion source should you use if you want to know how well your mobile ads are encourage a call?

Phones

"WHERE" can refer to your customers in what way?

Physical word (location and device targeting) or where they are online (contextual or topic targeting)

Expected clickthrough rate (CTR)

Prediction of how often your ad will get clicked when shown for a keyword

What can you use Google Surveys to do?

Probe for audience thoughts on existing or past campaigns, test consumer insights, uncover customer mindsets

How can you understand customer need in-the-moment?

Put your self in the consumer's shoes. Are they asking questions, looking for information, or researching? Now consider what you can do to influence it. What would make this easier or faster? What content or features would be most helpful?

What is Reach?

Reach is about reaching people when it matters: engaging with new customers at moments of need

What are the three R's of Google Search?

Reach, Relevance and Results

What is Relevance?

Relevance is about having the right message that answers somebody's search

A positive landing page experience includes:

Relevant and original content that helps the user complete their task, easily navigable, articulates your business clearly

What are Results?

Results means focusing on outcomes and optimizing with full transparency into what's working and then improving your campaign's performance over time

How do advertisers get their message in front of users who are searching online?

Search engine marketing

What is SEO

Search engine optimization (SEO) is when an advertiser makes improvements to their own website so that it ranks higher in natural search results (also known as organic search). These changes to a website are implemented by webmasters on the client's side

Link people directly to specific pages of your website (hours or order now)

Sitelink extensions

Highlight specific aspects of your products and services. They show underneath your text ad on search in the form of a header (ex: Destinations) and list (ex: Hawaii, Costa Rica, South Africa)

Structured snippets

What can Google Surveys do for you?

Test your hypothesis on the age range for your target consumer, etc.

What is the general process of conversion tracking?

The advertiser adding a snippet of code to certain spots on their website and app (like a sign up or checkout page) to capture interactions. When someone visits one of these places, the conversion tag fires capturing the user's non personally identifiable ID. The ad serves then takes a list of IDs and matches them against another list of IDs who have viewed or clicked an ad

What is a conversion window?

The period of time after a customer clicks an ad during which a conversion such as a purchase is recorded

What is the AdWords Auction?

The process that happens with each Google search. It decides which ads will appear for that specific search, which order those ads will show on the page and how much the advertiser will pay for that placement

What is conversion tracking?

The way to go to get a handle on how well those ad clicks are leading to valuable customer activity - things like website purchases, phone calls, app downloads, newsletter sign ups, and may more!

How does ad extensions improve your value?

There's no cost to add extensions to your campaign.

Bids

This is how much you tell AdWords you're willing to pay for an ad click, impression, conversion, or view (video ads)

What are three ways to help people connect with your business by phone in just one click?

Turn callers into customers, focus on calls instead of clicks, drive calls during specific hours

What are the four ways that Google can support bridging the gap from online browsing to in-store purchases?

Turn searches into visits, promote your business in specific locations, show them what you have in stock, see how online ads drive in-store results

What can Google Correlate do for you?

Uncover nuanced insights about a trend you discovered on highlighting

What can you use Google Shopping Insights to do?

Understand consumer awareness and mind share for a product, from national down to city-level insights; Insights only available for US. You can measure demand and interest

What's the best way to get ads on each search engine?

Using a search engine management platform gives you a single interface to manage complex accounts across multiple search engines, analyze campaigns, and automate bidding

Ad Rank

Value that's used to determine your ad placement, and even eligibility, based in part on your Quality Score.

What are the four "want-to" moments in which people search for?

Want to know, want to go, want to do, want to buy

What are the four micromoments in the consumer journey?

Want to know, want to go, want to do, want to buy

What conversion source should you use if you want to know how well those ad clicks are converting to actual purchased on your website?

Website

The first step in setting up conversion tracking is choosing a conversion source, or where your conversions come from. What are the four key sources?

Website, Apps, Phone, Imports

If your conversion source is an import, what are you tracking?

When an ad click leads to a conversion in the offline world such as a click on an ad leads to a sale in your store or over the phone

What is a good rule of thumb when it comes to Google Trends?

When it comes to Google Trends, it's better to plan for an ongoing trend rather than trying to capture lightening in a bottle. For example, rather than hurrying to make a running man challenge video at exactly the right moment, a brand might capitalize on the evergreen trend of how to dance videos

How cam remarketing lists for search ads (RLSA)

When people leave your site without buying anything, RLSA help you connect with these potential customers when they continue looking for what they need using Google Search

How does ad extensions improve performance?

With extensions, you tend to get more value for your advertising investment. Ad extensions often increase your total number of clicks, and can give people additional, interactive ways of reaching you - as with maps or calls. In fact, research shows Ad extensions yield an average 10-15% increase in CTR for each type of extension implemented