Google Search Ad Assessment
imagine you have an online store that makes and delivers organic juice (not shakes or smoothies) in 30 minutes. which keyword list would you use to reach business goals of increasing the number of visitors to your website?
+organic juice (broad match modifier)
imagine you have an online store that makes and delivers organic juice (not shakes or smoothies) in 30 minutes. which keyword list would you use to reach business goals of increasing sales?
-smoothie (negative) -shakes(negative) "organic juices" (phrase match)
device targeting
reach your customers on any device, including desktops, tablets, and smartphones
video ads
reach your target audience at scale and bring your business' story to life
target roas
revenue
broad match
a good fit if you want to spend less time building exhaustive keyword lists. your keywords will match to a wider variety of search terms, and you'll reach people not necessarily searching for your specific brand or business
phrase match
a good fit if you're looking for something that's more flexible than exact match, but more targeted than broad match. it helps you reach more customers, while still showing your ads to those most likely searching for your product or service
up to how many characters can each description field have? a. 90 characters b. 45 characters c. 120 characters d. 60 characters
a. 90 characters
Hiroko is a digital marketing manager for an online bicycle store that sells bikes and cycling gear. She wants to use as many ad extensions as possible. Which three ad extensions would you recommend for her? a. callout extensions b. structured snippets c. location extensions d. sitelink extensions
a. callout extensions b. structured snippets d. sitelink extensions
if an advertiser doesn't want to add remarketing tags to a website, why would customer match be a good fit for them? a. customer match relies on your own data instead of a remarketing tag b. it wouldn't be a good fit. you have to tag your website to use customer match c. customer match allows you to reach people who haven't been to your website yet d. customer match allows you to reach people who have been to your website
a. customer match relies on your own data instead of a remarketing tag
which part of a search ad isn't automatically generated by dynamic search ads? a. description b. headline c. destination url d. all of the above
a. description
how does google ads generate responsive search ads? a. google ads creates them based on existing high performing ad copy b. google ads mixes and matches headlines and urls that have been provided c. google ads creates them based on existing ad copy, landing pages, and extensions d. google ads mixes and matches headlines and description lines that have been provided
a. google ads creates them based on existing high performing ad copy
which of the following factors is not considered by ad rank in its calculation? a. increasing the conversion rate of your landing pages b. testing new ad formats and extensions c. context of query d. rewriting ads with low ctrs
a. increasing the conversion rate of your landing pages
which of the following can be customized with audience signals to make search campaigns more efficient? a. keywords b. networks c. headline length d. all of the above
a. keywords
Hiroko has reviewed all of the available automated bidding strategies,. Which one should she choose, if she's focused on conversions to increase online bicycle sales within her budget? a. maximize conversions b. target return on ad spend c. maximize clicks d. target impression share
a. maximize conversions
which attributes describe a good landing page? a. relevant and original content b. transparency about your business c. high amount of user traffic d. easy to navigate
a. relevant and original content b. transparency about your business c. easy to navigate
what is the key value proposition of google search campaigns? a. show your ads when a customer is searching for your product or service b. influence organic results c. appear as a text ad, a video ad, or a banner ad on one of google's partner sites d. reach people on google that might be interested in your brand, regardless of what they're searching for
a. show your ads when a customer is searching for your product or service
which ad extensions can serve automatically? a. structured snippets b. message extensions c. sitelink extensions d. callout extensions
a. structured snippets c. sitelink extensions d. callout extensions
order of hierarchy
account, campaign, ad group, ad
broad match modifiers
allow you to indicate if their are certain concepts related to your keywords that must be present in the in the searches you reach
language targeting
allows you to restrict where your ads may appear, based on the user's language settings and the language of the site
these ads drive engagement, app installs, and in-app purchases. they appear across the google search and display networks, as well as on google play and youtube
app ads
campaigns
are created around a marketing goal and set up based on the actions you'd like customers to take
how are optimization score suggestions ordered on your google ads recommendations page? a. by least impactful optimization b. by most impactful optimization c. alphabetically d. randomly
b. by most impactful optimization
what are some of the benefits of leveraging google ads automated bidding strategies? a. manual control b. machine learning c. auction-time bidding
b. machine learning c. auction-time bidding
which of the following factors wouldn't change an account's optimization score? a. changes in auction dynamics b. renaming campaigns c. shifts in spend mix d. changes in tracked conversions
b. renaming campaigns
if your exact match keyword is [running shoes], which searches may prompt your ad to show? a. shoes best for running b. shoes for running c. running shoe d. running sneakers e. best running shoes
b. shoes for running, c. running shoe, d. running sneakers
why do search ad extensions matter? a. the cost-per-click on ad extensions is lower than on a search headline b. they increase engagement and influence ad quality c. they increase ad quality and drive lower conversion costs d. they guarantee higher engagement for advertisements
b. they increase engagement and influence ad quality
Which of the following is a core benefit of Google Ads automated bidding? a. user id-based bidding b. impression share-based bidding c. auction-time bidding d. daily budget pacing
c. auction-time bidding
which are three required parts of a text ad? a. description, path fields, and headline b. description, path fields, and url c. headline, description, and url d. headline, description, and path fields
c. headline, description, and url
how often should you repeat the budget planning process? a. weekly b. annually c. monthly d. daily
c. monthly
you're a brand manager with an ecommerce retail company. You're looking to advertise online and measure the volume of sales coming from your digital campaigns. which of the following benefits of google ads could help you accomplish your goal? a. relevance: connect with the right customers at the right times, like when someone is searching for your products b. customization: customize your advertising options with keyword, location, and demographic targeting c. results: use google ads' measurement tools to understand how your campaigns are performing d. control: choose how much to spend each day and in every ad auction
c. results: use google ads' measurement tools to understand how your campaigns are performing.
which two people might see an ad with the keyword +black +shirt (set as broad match modifier) a. someone searching for the term shirt b. someone searching for the term shirt brown c. someone searching for the term i want to buy a black shirt d. someone searching for the term black button shirt
c. someone searching for the term i want to buy a black shirt d. someone searching for the term black button shirt
how many ads should you be implementing per ad group? a. only one b. two or three c. three to five d. one or two
c. three to five
devices
campaigns target all types, which include desktop, tablet, and mobile
what are the three main factors that determine ad quality?
click through rate, landing page experience, relevance
bid strategy
controls the manner in which you pay for users to interact with your ads
target cpa
conversions
how can google ads advance your business goals? a. by driving online, in-app, in-person, and over-the-phone sales b. by building awareness of your brand c. by influencing consideration of your products and services d. all of the above
d. all of the above
how can optimization score help you enhance your advertising campaigns? a. by providing real-time estimates of how your accounts and campaigns are performing b. by giving recommendations customized to your account's performance c. by generating accommodations across your accounts and campaigns d. all of the above
d. all of the above
what's the main goal of google ads performance planner tool? a. it helps you choose your future bid strategy b. it helps your forecast what your minimum budget should be across campaigns c. it helps you forecast and guarantee a return on investment based on future budgets d. it helps you forecast and determine your budgets, while also improving your return on investment
d. it helps you forecast and determine your budgets, while also improving your return on investment
search ads
drive action on your site when users are searching for similar products or services
what led luca to purchase the bike? a. luca seeing the bike in the store and revisiting the website to find it online b. the enticing headline on the text ad c. the advertiser creating a google search campaign d. luca clicking on the ad and arriving at the right page e. all of the above
e. all of the above
which of the following are components of performance planner's forecast methodology? a. validation b. machine learning c. simulation d. learning e. all of the above
e. all of the above
sales marketing goal
encourage customers to complete a purchase
true or false? affinity audiences allows advertisers to reach people who're actively researching and intending to buy the products or services they offer
false
lead marketing goal
gather contact details through a signup sheet
web traffic marketing goal
get more customers to learn about your new products
ad relevance
how closely the ad matches the intent behind a user's search
landing page experience
how relevant, transparent, and easy-to-navigate the page is for users
ad extensions
include even more information about your ads, such as location details, links to pages on your website, and your phone number
display ads
increase brand awareness when users are browsing content they're interested in online
networks
indicates where you want your ad to appear, based on the campaign type you select
exact match
is a good fit if its important to you to match with very specific user searches. allow you to reach only searches that mean the same thing as your keywords
shopping ads
promote your products, share details about your inventory, and boost traffic to your online or physical store
these ads show up next to google search results and on other google partner sites, like youtube, when people search for products or services you offer
search ads
If Hiroko wants to increase sales of kids' bikes by creating an end-of-the-year sale, what's the best way for her to do this?
she can create a new ad group for the end-of-year sale
these ads promote your products by giving users detailed information about what you're selling. they appear on google shopping and next to search results
shopping ads
marketing goal
should be the main thing you want to achieve for your business and can be changed at any time
which ad extensions can serve automatically?
sitelink, callout, and structured snippets
budget
the average amount you're comfortable spending each day on your campaign
expected clickthrough rate
the likelihood that the ad will be clicked
bid amounts
the maximum amount you will pay when a customer clicks on their ad
keywords
the words or phrases that will prompt your ads to show up
a new suitcase company wants to attract customers to their website. in their situation, what are the benefits of using broad match?
they won't have to create an an exhaustive keyword list of every type of suitcase they sell and they can reach potential customers that haven't heard of their brand yet
headline
to catch the customer's attention
description
to highlight the details of what you're offering
url
to reach a particular page on your website
maximize clicks
traffic
it's best practice to separate campaigns with different marketing objectives into different performance planner plans, so that spend is not reallocated between two different marketing budgets or objectives. true or false
true
optimization score is made up of over 50 recommendations to optimize search campaigns. true or false
true
these ads appear on their own or within other streaming video content on youtube and across the google display network.
video ads
target impression share
visibility
setting up a search campaign
when you set up a search campaign, think through the different ways to drive more traffic to your site, service, or product; where do you want your ads to be seen? how much do you want to invest? what do you want to share in your ads? what keywords will match your customer's search terms?
location extension
you operate many retail stores and want potential customers to see the distance from their location to your stores
structured snippets
you want to describe the features of a specific product your business offers before customers click on the ad
call extension
you're focused on driving phone calls to your business
sitelink extension
you're interested in directing people to specific pages on your website
bidding and budget settings
your bid strategy controls how you pay for users to interact with your ads. your bid limit is the most you'll pay per click for ads in an ad group, and your budget is the average amount that you're comfortable spending each day on your campaign. the budget that you choose is entirely up to you, and you can adjust it at any time
geographic location
your campaign's ads are eligible to show customers located in, or who show interest in
location and language targeting
your campaign's ads are eligible to show to customers in particular locations, or to customers who've chosen your selected language as their browser's language setting