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https://skillshop.exceedlms.com/student/path/18150-google
Optimization Score is made up of over 50 recommendations to optimize Search campaigns.
TRUE
Which of the following factors wouldn’t change an account’s optimization score?
Renaming campaigns
How does Google Ads generate responsive search ads?
Google Ads mixes and matches headlines and description lines that have been provided
How many ads should be implemented per ad group?
Three to five
Which are the three required parts of a text ad?
Headline, description, and URL
Arrange the items below in order of hierarchy, beginning with the top level.
- 1 – Account
- 2 – Campaign
- 3 – Ad group
- 4 – Ad
What is the key value proposition of Google Search campaigns?
Show your ads when a customer is searching for your product or service
Which part of a Search ad isn’t automatically generated by Dynamic Search Ads?
Description line
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
Advertising with Google Ads starts with creating campaigns based on your business objectives. Which campaign type would you pick for each of the following scenarios?
- These ads appear on their own or within other streaming video content on YouTube and across the Google Display Network. – Video
- 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
- 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. – Universal App
- 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
How can Google Ads help you advance your business goals?
All of the above
Match each autobidding strategy to the right campaign goal.
- Conversions – Target CPA.
- Traffic – Maximize clicks.
- Visibility – Target Outranking Share.
- Revenue – Target ROAS.
Which of the following is a core benefit of Google Ads automated bidding?
Auction-time bidding
Match the marketing goal to the correct ad extension.
- 1 – You’re focused on driving phone calls to your business — Call extension
- 2 – You operate many retail stores and want potential customers to see the distance from their location to your stores — Location extension
- 3 – You’re interested in directing people to specific pages on your website — sitelink extension
- 4 – You want to describe the features of a specific product your business offers before customers click on the ad — Structured snippets
Which ad extensions can serve automatically?
Sitelink, callout, and structured snippets
Why do search ad extensions matter?
They increase engagement and influence ad quality
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
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
Which of the following can be customized with audience signals to make Search campaigns more efficient?
Keywords
What are the three main factors that determine ad quality?
Expected clickthrough rate, landing page experience, and ad relevance
Which attributes describe a good landing page experience?
Easy to navigate
Relevant and original content
Transparency about your business
Francis tries to explain to his boss the benefits of using automated bidding.
Match these aspects of automated bidding with the benefits they serve.
- Auction-time bidding – Algorithmically helps set the appropriate bid for each and every auction
- Depth of signals used and cross analysis – Integrates a large variety of signals and considers new ones to evaluate user intent
- Machine learning – Alleviates the strain on marketing resources by automating more manual tasks
- Time saved – Tailors bids to each user’s unique context, using relevant signals present at auction time
Rina has heard the term Quality Score mentioned before and is interested to learn what it actually is.
Which statement describes Quality Score?
It’s an estimate of the quality of your ads, keywords, and landing pages.
Trevor owns a manufacturing business that makes specialized hiking and rock-climbing gear. He’s a small player in the market, but he’s ready to scale up his business.
Which Google Ads campaign type should Trevor use to increase his brand’s exposure and reach audiences interested in hiking and rock climbing across the web?
Display
What does layering an Affinity audience with a broad keyword targeting campaign help you do?
Ensure your ads are only seen by people who have demonstrated a qualified interest in your service and/or product(s)
Using the Performance Planner on a monthly basis allows you to optimize which two aspects of an account? (Choose two.)
Bids
Budgets
A performance marketer wants to drive as much purchase value as possible within a specific return on ad spend.
Which type of automated bidding strategy should the marketer use?
Maximize clicks
Which two pieces of user data can you upload when creating a Customer Match strategy? (Choose two.)
Email address
Mailing address
Samira has been tasked with increasing the relevance of her company’s ads. She has been told that she can use multiple headline options in her responsive search ads as a way to increase relevance.
How many headlines can Samira include in a single responsive search ad?Samira has been tasked with increasing the relevance of her company’s ads. She has been told that she can use multiple headline options in her responsive search ads as a way to increase relevance.
How many headlines can Samira include in a single responsive search ad?
Up to 15 headlines
Leo is in charge of advertising for the clothing lines of a large manufacturer. He uses his Google Ads Recommendations page to help him evaluate his Search Ads campaigns.
Which feature makes the optimization recommendations valuable for Leo?
The recommendations are tailored to the specific account.
Which three universal extensions should marketers use to enhance their ads?
Sitelinks, structured snippets, callout extensions
A retailer wants to focus on selling their overstocked blue saucepans. The marketing manager decides to use broad match to set up keywords for the saucepans.
What are two ways that broad match can make the manager’s work easier? (Choose two.)
The manager can serve on new, relevant queries.
The manager won’t have to think of all of the related «saucepan» keywords.
Lola is in the process of selecting a campaign type to suit her business objectives.
Why is it important that she consider business objectives before choosing her campaign type?
The campaign type chosen will determine where her ads appear and the format of those ads.
An account manager is creating their first Google Search Ad. They want to create an inviting and relevant ad to which potential customers will respond favorably.
What are two ways that the account manager can create an ad that will motivate users to click on it? (Choose two.)
Feature a relevant headline.
Include a current promotion.
What’s a best practice when writing a headline for a Search Ad?
Including at least one keyword in the headline
What is the minimum number of users a remarketing list must have before being used with a Remarketing List for Search Ads campaign?
1,000 users
Which of the following goals can you achieve for your marketing campaign by using automated bidding?
Reach the right user with the right message at the right time.
A performance marketing manager wants to improve their Google Search Ads campaign. On the Google Ads recommendations page, they see that their Google Search campaign has an optimization score of 75%.
The campaign performance could improve by 25% if the manager adopts the optimization score recommendations.
You’ve been tasked with marketing a new line of plumbing services, but you have a set budget you can’t exceed.
Why is Google Ads a viable option?
Google Ads gives you control over your budget.
With Similar Audiences, which Google product is included when finding new people with similar profiles?
YouTube
In-Market audiences would be suited to reach which user?
Someone looking to purchase a new car
Why should campaigns with different marketing objectives be separated into different Performance Planner plans?
So that spend is not reallocated between two different marketing objectives
Alex has started a Google Search campaign designed to promote his online motorcycle accessories store. His store focuses on custom helmets.
How might Google Search Ads provide value to Alex?
By showing his ad to people searching for related information about helmets.
Why is optimizing your ad rotation when setting up your ads recommended?
Google will select the best ad for each auction.
A small-business owner wants to drive as many potential customers as possible to their website. The budget for their campaign is only $500 per month.
Which type of automated bidding strategy best aligns to the owner’s campaign goal?
Maximize clicks
Jerry understands that expected click-through rate is one of three main factors that determine the quality score of an ad.
What are the two other main factors that Jerry should focus on to improve the quality score of his ads? (Choose two.)
Ad relevance
Bid amount
Match each ad extension with the benefit it brings to a user’s ad experience.
1 Structured snippet extensions — Describing features of a specific product or range of products or services offered by the business before users click on the ad
2 Call extensions — Allowing mobile users to directly call a business
3 Callout extensions — Highlighting value-adding attributesofthebusiness, products,or services to users
4 Sitelink extensions — Directing users to specific pages of a website
A plumbing company prides itself on excellent customer service, especially during after-hours service calls. Its owners want to connect with people who need emergency plumbing services in the middle of the night.
Which setting could help the owners achieve these goals?
Ad scheduling
Michelle recently launched a new product called **Wonder Boots**. The brand has already become well-known in her industry. She wants to attract more traffic via Google Ads but only for searches that are solely for her product name (**Wonder Boots**).
Which keyword match type should Michelle use to attract traffic strictly for searches for the **Wonder Boots** product name?
Phrase match
Silly Sayings is seeing a lot of website traffic, but the company wants to generate more qualified leads. They’re interested in trying ad extensions to see if they can increase the number of qualified leads they receive.
By providing users with relevant information up-front.
Three core principles, focused on helping businesses reach their online potential, are the foundation for Google Ads. The first of these is relevance. Google Ads connects businesses with the right people at the right time.
Control and results
An electronics company is launching a new voice-controlled television. The company’s owners decide to use broad match in their Search campaign with the keywords «»voice-controlled television.»»
How will the company benefit from using broad match for its campaign?
The ad will only appear in searches for the exact keywords.
Mary has been familiarizing herself with the different ad components of a text ad.
Match the following text ad component descriptions with the components they describe.
- Takes users to a specific page of a website — Final URL
- Users often will often notice this first — Headline
- Gives users an idea of where they’ll go if they click the ad — Display URL
- Allows advertisers to provide details about their product or service — Description
Which Search Audience solution would assist you in finding new customers that share the behaviors and characteristics of your remarketing audience segments?
Similar Audiences for Search
Sam’s new to Google Search Ads and worries he may not have the skills or time to run a successful ad campaign.
Which two Dynamic Search Ads features will be of help to Sam? (Choose two.)
Machine learning helps automatically find new keywords.
Destination URLs are automatically kept up-to-date.
Which ad extension is available only as a full automated ad extension?
Seller ratings extension
What’s an example of an effective callout extension?
Free returns
Which statement is true about serving relevant ad extensions?
They encourage users to make more informed decisions and take action.
What can the Performance Planner assist you with?
To improve return on investment so you can drive more conversions within your target CPA (cost-per-acquisition)
Jim has created a Google Search ad with a bid of $5. Two other advertisers in an auction have bids of $2.50 and $2.
How much would Jim pay for the first spot in the auction?
$2.51
What is a main benefit of using Search Audience solutions?
They can help send the right message to the right customer with the right bid.
Hank wants to use a «Maximize Conversions» campaign with the Performance Planner.
Which recommendation can be provided to Hank by the Performance Planner?
A recommended average daily budget
Why should your business use Performance Planner?
It makes recommendations that are validated using machine learning.
What are two ways that Performance Planner can help reveal the possibilities across all your Google Ads campaigns? (Choose two.)
Validation
Simulation
With Dynamic Search Ads, what does the advertiser provide?With Dynamic Search Ads, what does the advertiser provide?
A list of web pages
Your client, Vince’s Veggies, wants to increase downloads of their popular recipe printouts. You suggest they create ad groups based on the cooking categories that appear on their website.
What will they need to create in their first Google Search Ad group? (Choose two.)
Keyword list
Default bid amount
Brenda’s working on improving a Google Search Ad’s quality score so it potentially gets a better ad rank and performs better in the ad auction.
What change to Brenda’s ad might improve the Ad Rank?
Adding seasonal messaging during the holiday season.
Clara is an advertising director who’s tasked with optimizing her company’s Google Search campaign.
How can Clara use the optimization score to benefit her campaign?
To identify opportunities to improve campaign performance
What’s a best practice for using ad extensions?
Use at least three extensions per campaign or ad group.
A marketing associate creates their first Google Search campaign for a yoga school. They select the Google Search Network and, by default, Google Search partners.
How will appearing on Google Search partners benefit the school?»
The school will extend its reach to additional websites.
Jennifer’s company wants to increase online sales of a featured product by connecting with users who are actively researching similar products.
What benefit would a Google Search campaign provide Jennifer?
Her ads may appear when a user is likely to be interested in her product.