Google Search Certification Final 2019/2020

Benefits of a callout extension?

Boost engagement Easy to implement

How do you improve ad relevance?

Add negative keywords Be specific on mobile Be local Include search terms

What are the three main factors that determine ad quality?

Expected clickthrough rate, landing page experience, and ad relevance

Marketing Goal: You're focused on driving phone calls to your business

Extension: Call Extension

Marketing Goal: You operate many retail stores and want potential customers to see the distance from their location to your stores

Extension: Location Extension

Marketing Goal: You're interested in directing people to specific pages on your website

Extension: Sitelink Extension

Marketing Goal: You want to describe the features of a specific product your business offers before customers click on the ad

Extension: Structured Snippets

What advantages does Google Performance Planner provide?

1. Understand the future spend potential of current Google Ads campaigns to help drive budget decisions 2. Take advantage of seasonality to capture incremental opportunities 3. Set optimal bids and budgets across your campaigns to help ensure that ROI performance is maximized 4. Find new opportunities to grow your sales volumes with Google Ads

How many ad extensions can show up at one time?

4

How many sitelinks should you use for each campaign?

8-10

What is the hierarchy of a search account?

Account Campaign Ad Group Ads

How do a broad match and modified broad match differ?

Adding a + sign in front of a keyword turns it into a broad match modifier. This prompts your ads to appear only if the keyword or its close variations are in any part of the search terms. This is different from broad match, which allows for any variation of the keyword to appear in the search term. Broad match modifiers only allow for close variations.

What are affinity audiences?

Affinity Audiences aggregates users who've demonstrated a qualified interest in a given topic, allowing you to access the people your product or service will most likely matter to.

Which audiences can be auto-included?

Affinity Audiences, Detailed Demographics, and In-Market Audiences are auto-included and automatically used as a signal for conversion-based search bidding strategies.

Which of the following is a core benefit of Google Ads automated bidding?

Auction-time bidding Non-core benefits: Machine learning Time Saved Depth of signals used and cross analysis

How do you improve CTR?

Be specific Experiment with different CTAs Highlight unique product benefits Create time/location-specific text

What factors contribute to ad rank?

Bid Quality Thresholds Context of Query Extensions Impact Quality Score

Campaign Goal: Sales

Business Goal: Encourage customers to complete a purchase.

Campaign Goal: Leads

Business Goal: Gather contact details through a signup page

Campaign Goal: Web Traffic

Business Goal: Get more customers to learn about your new products

Autobidding Strategy: Traffic

Campaign Goal: Maximize Clicks

Autobidding Strategy: Conversions

Campaign Goal: Target CPA

What is Customer Match?

Customer Match allows you to upload your own data into Google Ads and reach custom segments across devices. Find your loyal customers, exclude your current customers, and expand to reach those that resemble your customers.

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

Description Line

When should you use a sitelink?

Driving store sales Making online conversions Raising brand awareness

What are Smart Bidding strategies?

Enhanced CPC Target CPA Maximize Conversions Target ROAS

How is quality score composed?

Expected clickthrough rate Ad Relevance Landing page experience

What are the benefits of responsive search ads?

Flexibility Relevance Reach Performance

Which of the following are components of Performance Planner's forecast methodology?

Forecasting Machine learning Simulation Validation

Best practices for Google Ads creatives

Include 3-5 ads per ad group Optimize your ad rotations for clicks or conversions Use at least 3 extensions for each campaign

Which of the following factors is not considered by Ad Rank in its calculation?

Increasing the conversion rate of your landing pages

What are the benefits of an Optimization Score?

Instant, Customized, Scalable

How often should you repeat the budget planning process?

Monthly

What is Google Ads Performance Planner?

Performance Planner is a new forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns. With this tool, you can explore forecasts for your upcoming monthly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment.

What factor wouldn't change an account's optimization score?

Renaming campaigns Wrong: Changes in auction dynamics Changes in tracked conversions Shifts in spend mix

What are responsive search ads?

Responsive search ads let you create ads that adapt to show more relevant messages to your customers. All you need to do is supply the headlines, descriptions and URLs for your ads.

What additional factors should be checked while budget planning?

Seasonality Market Share Growth

How do you improve landing page experience?

Send traffic to the right page Be consistent Make your site transparent Work on loading speed Rethink mobile

What is the key value proposition of Google Search campaigns?

Show your ads when a customer is searching for your product or service

Which two people might see an ad with the keyword +black +shirt (set as broad match modifier)?

Someone searching for the term I want to buy a black shirt Someone searching for the term black button shirt

The Google Search Network is...

The Networks setting indicates where you want your ad to appear, based on the campaign type you select.

How many ads should be implemented per ad group?

Three to Five

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

Optimization Score is made up of over 50 recommendations to optimize Search campaigns. True or False?

True

True or false? Affinity Audiences allows advertisers to reach people who're actively researching and intending to buy the products or services they offer.

True

Audience solutions allow you to...

create audience lists to layer on your ad groups, combining intent and insights to send the right message to the right customer with the right bid.

benefits of a sitelink extension?

increased engagement more conversions easy to manage

Which extensions are eligible to show with call-only ads?

structured snippets, callouts, and location

What makes an effective text ad?

text ads should be informative, relevant, and engaging

Audience solutions are important because...

today's customers expect frictionless experiences across all channels, providing them with the relevant information they seek.

How can Google Ads help you advance your business goals?

All of the above: By building awareness of your brand By driving online, in-app, in-person, and over-the-phone sales By influencing consideration of your products and services

Which attributes describe a good landing page experience?

Easy to navigate Relevant and original content Transparency about your business

Autobidding Strategy: Revenue

Campaign Goal: Target ROAS

Autobidding strategy: Visibility

Campaign Goal: Target impression Share

Campaigns are...

Campaigns are created around a marketing goal and set up based on the actions you'd like customers to take.

If an advertiser doesn't want to add remarketing tags to a website, why would Customer Match be a good fit for them?

Customer Match relies on your own data instead of a remarketing tag

How do Dynamic Ads influence your Google Ads Campaigns?

Dynamic Search Ads produces highly relevant ads that complement your other Google Ads campaigns. These ads deliver value for relevant searches that aren't covered by existing keywords, complementing your keyword strategy and ensuring that you aren't missing any relevant searches.

How does Google Ads generate responsive search ads?

Google Ads mixes and matches headlines and description lines that have been provided. You can provide up to 15 headlines and four descriptions for a single responsive search ad.

Which are the three required parts of a text ad?

Headline, description, URL

What's the main goal of the Google Ads Performance Planner tool?

It helps you forecast and determine your budgets, while also improving your return on investment.

Which of the following can be customized with audience signals to make Search campaigns more efficient?

Keywords

A search campaign marketing goal can be set to:

Leads, Traffic, Sales

How does Performance Planner forecast campaign performance?

Performance Planner uses a combination of account history and machine learning to power forecasts.

Key benefits of Dynamic Search Ads

Reach and coverage Efficiency and time savings Transparency and control

What are RLSAs?

Remarketing Lists for Search Ads RLSA helps you reach people who have engaged with your website or YouTube channel in the past.

What are similar audiences for search?

Similar Audiences for Search helps you find new customers that share the behaviors and characteristics of your remarketing audience segments.

Which ad extensions can serve automatically?

SiteLinks, Callout, Structured Snippets Referred to as universal extensions

How many match types are there?

There are five match type options for your keywords. They are (from broad to narrow) broad match, modified broad match, phrase match, exact match, and negative.

What is a video campaign?

These ads appear on their own or within other streaming video content on YouTube and across the Google Display Network

What is the universal app campaign?

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

What is the shopping campaign?

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.

What is a search campaign?

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.

Why do search ad extensions matter?

They increase engagement and influence ad quality

What are the components of a description?

Two description fields — with up to 90 characters each — let you highlight unique details about your product or service. On mobile, where space is tight, Google Ads optimizes your ad to show the highest-performing text. Highlight unique benefits Include prices, promos, and exclusive offers Include a CTA

What are the components of a headline?

Up to three headline fields are available with up to 30 characters each. The first two headline fields are required, and the third is optional. Include at least one of your keywords in your headline

How do Google's Audience solutions help you enhance your Search strategy?

Variable bidding Keyword expansion Creative customizations

What are in-market audiences?

people who are actively researching the products or services you offer and who we've inferred are in-market to buy them, including those thinking of buying from other places.

A bid strategy...

Your bid strategy controls the manner in which you pay for users to interact with your ads. Once you choose the metric you'd like to focus on for your campaign, you'll see different bidding options to help you optimize for it. You can choose to manually set your bids for clicks on your ads, or let Google Ads do it for you.

A budget...

Your budget is the average amount you're comfortable spending each day on your campaign. The budget you choose is entirely up to you, and you can adjust it at any time.