Ads Basic Terms

Question 1

Bid

Answer 1

You’re telling Google Ads the maximum amount you’re willing to pay for a click on your ad. You often actually end up paying less, and you can change your bid at any time

Question 2

Ad rank threshold

Answer 2

high-quality ads -> minimum quality thresholds that an ad must achieve to show in a particular ad position.

Question 3

Context of Query

Answer 3

When calculating Ad Rank, we look at:
1 the search terms the person has entered
2 the person’s location at the time of the search
3 the type of device they’re using (e.g., mobile or desktop), the time of the search
4 the nature of the search terms
5 other ads and search results
6 and other user signals and attributes.

Question 4

Ad extensions impact

Answer 4

When you create your ad, you have the option to add extra information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions.
Google Ads estimates how extensions and other ad formats you use will impact your ad’s performance.

Question 5

Auction-time ad quality/ Quality Score

Answer 5

how relevant & useful your ad & the website it links to are to the person who’ll see it.

Question 6

Determining Ad Position

Answer 6

1) Ad extension impact
2) Auction-time quality ad
3) Context of query
4) Bid
5) Ad rank threshold

Question 7

three main factors that determine the quality of an ad

Answer 7

1) Expected clickthrough rate
2) Ad landing page experience (Relevant, transparent about data use and business, easy to use, great content)
3) Ad relevance - how well an ad matches what the user is searching for,

Question 8

Quality Score

Answer 8

estimate of the quality of your ads, keywords, and landing pages. Higher-quality ads can lead to lower prices and better ad positions. Quality score is composed of expected clickthrough rate, ad relevance, and landing page experience.

Question 9

Improve CTR

Answer 9

• Include keywords in your ad text (especially in the headline) to show people that your ad is directly relevant to their search.
• Experiment with different calls to action: Do you offer free shipping or free returns? Call now vs. book now?
• Highlight a unique benefit of your product or service: What makes you stand out from the competition? Think about what matters to users (perhaps an exceptional warranty or return policy).
• Create time- or location-specific ad text: Test seasonal creative around holidays or special events, or test location-optimized creative.

Question 10

Improve Ad relevance

Answer 10

• Add negative keywords: Prevent your ads from showing on unwanted queries or queries not closely related to your product or service.
• Be specific on mobile: If a user’s mobile search experience is different from desktop, test mobile-specific creatives.
• Be local: Target the right region for your business by using only the relevant languages and locations.
  Include relevant search terms in your ad copy: Adding search terms that are related to your business in your ad copy can help make your ad more resonant for users.

Question 11

Improve Landing Page experience

Answer 11

1 Send traffic to the right landing page, related to a user’s query. “striped shirts,” - striped shirts,

2 Be consistent: Make sure the landing page continues the conversation set up by your ad, on the ad’s offer, call-to-action.

3 Make your site transparent and trustworthy: find your contact information easy, clearly state what your business does. make it clear why you’re asking for infos and what you’ll do with it.

4 Work on loading speed and clarity: prioritizing the content that’s visible above-the-fold.

5 Mobile optimization

Question 12

Investigate factors that could affect Ad Rank

Answer 12

• Advertiser has made changes that can affect their Ad Rank
• Impressions are fluctuating
• Ads are less visible
• Competitors might be entering the auctions
• Seasonal changes are impacting metrics
• Change in paid traffic vs. organic traffic

Question 13

Rising CPC

Answer 13

Response to client’s objection:

“Each advertiser and auction is unique, so it’s difficult pinpoint why you may be seeing an increase in average CPCs. These are simply an average and are not indicative of the price you’re paying for every single click.”

Follow-up questions:

Are max CPC bids set significantly higher than average CPCs?

Did you start or stop using ad extensions?

Has the CTR changed?

Has the competitive landscape changed?”

Next steps:

Refer to this blog post for four ways to stay on top of average CPCs.

Question 14

Quality is a black box

Answer 14

Response to client’s objection:

“Quality is factored into the auction. This ensures we have a robust ecosystem, resulting in an exceptional user experience and value for you. If the auction didn’t have a quality component, the winner would simply be the advertiser willing to pay the most.

The auction has been set up to reward advertisers who focus on quality, which can lead to extra benefits (such as: lower costs per click and so on).”

Follow-up questions:

Do you have specific questions I can address about the quality of the auction?

Is it possible some other factor is causing you to question the system?

Next steps:

If a client is doubting our system, direct them to this external guide, outlining how to optimize by using quality score. It is published by our product and marketing teams!

Question 15

Rising Brand CPC

Answer 15

Rising Brand CPCs!
Response to client’s objection:

“Remember that not all auctions are the same and that quality is recalculated with each search query. Even if your CPC has stayed fairly stable, many factors could be influencing the average CPC. For example, you could be seeing a CPC fluctuation because your max CPC bid is higher than the average CPC you pay.”

Follow-up questions:

• What date range are you using for your comparisons?
• Try to focus specifically on a shorter date range, where you can identify a shift.
• Are you looking at a device breakdown?

Mobile traffic has grown a lot, which could skew the data.

Question 16

Fluctuating Impression Shares

Answer 16

“Your impression share could be decreasing because your competitors’ ads are showing or because your ads are not eligible to show.

The Google Ads system is not set up to maintain a target impression share by setting a max CPC bid. Max CPC bids exist in the system so that you can set the maximum cost you are willing to pay for a click. This is then used as a factor in the Ad Rank calculation, which ultimately determines the actual cost.”

Follow-up questions:

Has there been a shift between paid and organic traffic?

Next steps:

Use the Bid Simulator to see the potential impact of bids on clicks and impression volumes.

Question 17

Rising CPC Average!

Answer 17

Response to client’s objection:

“Remember that the expected impact of ad extensions figures into Ad Rank, which is at the core of our auction system. Ads with ad formats have more prominence than ads without them, because formats generally draw more attention to an ad and increase clicks on it.

Your average CPCs may fluctuate as the cost of incremental clicks from ad formats change dynamically based on the total prominence your ad receives. You can generally get equal clicks for less money by using ad formats. If you need to manage costs, do so by lowering bids instead of removing formats.”

Next steps:

Run analysis on your account data to see if certain times of day, particular geos, or devices are more expensive. This can open up access to new and more expensive auctions that you were not eligible for in the past.

Use Google Ads Campaign Drafts & Experiments to A/B test ads with and without extensions.

Question 18

Bidding Strategies

Answer 18

Target Roas, Target CPA, Max Conv, Max Conversion Value

Question 19

Bid Strategies for beginning

Answer 19

Max Conv/ Max Vol

Question 20

Campaign types

Answer 20

Shopping, Video, Display, Universal, Search, Search mir Display Optin

Question 21

Search Creatives

Answer 21

Dynamic Search Ads, Reponsive Search and Expanded Text Ad

Question 22

Extension Types

Answer 22

Call, Massage, Location, sitelink, snippet, price

Question 23

Display Creatives

Answer 23

Dynamic, Responsive Display Ads, Gmail, Smart Display Ads

Question 24

Video Creatives

Answer 24

True View: Instream, Discovery, Reach, for Action

6 sek Bumper Ads, Home Feed Ads

Question 25

YouTube Audiences

Answer 25

Content related (how to bake a pizza) vs Userinterest

Question 26

Sales Audiences

Answer 26

New Customers: Life Events, Inmarket, Similar, Content

Excisting: Remarketing, Customer Match

Question 27

Awarness Audiences

Answer 27

Demographics

Question 28

Consideration Audiences

Answer 28

Affinity/ Custom Affinity Audiences, Life Stage

Question 29

Which channel during which stage of costumer journey?

Answer 29

Awareness
Display and video: focus on storytelling around the brand.
Search: use generic search terms.

Consideration
Display and video: focus on brand attributes or product value proposition.
Search: use generic search terms.

Purchase
Display and video: include an implicit or explicit call-to-action (“buy now,” “buy here,” or “shop here,” e.g.).
Search: use brand search terms.

Loyalty
Display and video: focus on a specific offer or product (up sell).
Search: use brand search terms.

Question 30

Match Types

Answer 30

Extact, broad, phrase, broad match modifier

Question 31

Exact

Answer 31

identical to a user’s search term(s).
-> helpful for capturing traffic from search queries you’re confident people are searching for.

Example: tennis shoes: A search for “tennis shoes review” or “red tennis shoes” or “tennis sneaker” would not show this advertiser’s ad; only a search for “tennis shoes” would show this ad.

Benefit: It offers more control over the search terms that ads match to, although volume may be limited.

Set it up: Add brackets ([ ]) around the term.

Question 32

broad

Answer 32

search terms that are related to your keywords, close variations like synonyms and misspellings.

For: best way to capture search traffic from terms you might not be able to predict.

Example: A search for “tennis clothing” could return the advertiser’s ad tied to the broad match keyword of tennis shoes.

Benefit: It reaches the greatest volume.

Set it up: This is the default match type for keywords; simply enter your keywords.

Question 33

phrase

Answer 33

Phrase match will only show an ad if the phrase (or a close variation) is searched for, without any other words in the middle that change the meaning of the phrase. Additional words can be used before or after the phrase. Similar to exact match, phrase match keywords help capture traffic from the queries you know your customers search for.

Example: A search for “tennis kids shoes” wouldn’t show this advertiser’s ad, but “tennis shoes review” would.

Benefit: This ensures the core concept of your keyword is present in the search term while reaching more volume than what exact match keywords would provide.

Set it up: Add quotes (“ ”) around the term.

Question 34

Broad match modifier

Answer 34

for searches that include the keywords you’ve marked with a plus sign or close variations of those keywords. Additional words could be used before, after, or between the terms in the keyword, in any order. Like broad match, this modified version is helpful for capturing traffic from terms you may not be expecting.

Example: A search for “tennis sportswear” would not show this advertiser’s ad, but a search for “tennis shoes for sale” would.

Benefit: It ensures the core concepts of your keyword are present in the user’s search while still allowing for greater reach.

Set it up: Add a plus sign (+) before the terms.

Question 35

Close Variants

Answer 35

Misspellings
Singular or plural forms
Stemmings (for example, "floor" and "flooring")
Abbreviations 
Accents

For exact:
Reordered words with the same meaning (for example, [shoes mens] and [mens shoes])
Adding or removing function words (for example, prepositions like “in” or “to,” conjunctions like “for” or “but,” and articles like “a” or “the”) and other words that don’t impact the intent of a search

Question 36

Expanded Text ads

Answer 36

Expanded text ads are comprised of up to three headlines, up to two descriptions, a final URL, and a display URL.

Expanded text ads should be informative, relevant, and engaging to your audience. Use these ads to clearly introduce your business, what you offer, and what your potential customer should do.

Question 37

Sitelinks

Answer 37

Sitelinks are additional links that appear under the text of your Search ads, directing users to specific pages of your website.

Benefits
Adding sitelinks can boost the average click-through rate for an ad. They also reduce the steps to conversion by bringing users directly to the right page.

Best practices
Add as many relevant and useful sitelinks as you can, but eight to 10 is ideal. Link to popular or high-converting sections of your site to help consumers navigate to these pages more easily. Make sure you have enough content on your website to have at least two sitelinks; otherwise, the sitelinks won’t show.

Question 38

Callouts

Answer 38

Callout extensions are short, specific snippets of text.

Benefits
Callout extensions are used to highlight information about value-adding attributes of the business, products, or services. They can boost user engagement and increase click-through rates.

Best practices
Keep your callouts as short and specific as possible to highlight what makes your business unique. Include at least six callouts in your campaigns.

Question 39

Callouts

Answer 39

Structured snippets allow you to describe the features of a specific product or service before users click on the ad.

Benefits
Use structured snippets to get more qualified leads. When you give users specific information about what you’re offering before they visit your website, they’ll be more likely to convert after clicking.

Best practices
Make sure the headers selected provide information that’s useful and attractive to users.

Question 40

Location Extension

Answer 40

Location extensions provide consumers with directions to your business to help drive in-store traffic.

How it works
Location extensions show your business address, phone number, and a map marker alongside your ad text. On mobile devices, there’s a link with directions to your business.

Best practices
Location extensions are served via a Google My Business account. Make sure information such as address and phone number are updated. Bid more aggressively for users that are close in proximity to your stores to help drive them to your business; this can be done via the Advanced Location settings in Google Ads through bid adjustments.

Question 41

Call extensions

Answer 41

Encourage users to call your business directly from your Search ad with call extensions.

How it works
When call extensions show, users can click on the extension to call your business directly, or they can click on the ad to go to your website. You can get detailed reporting on the calls that you receive from these ads.

Best practices
Enable phone call conversions reporting in account settings to assess which campaigns, ad groups, and keywords are most effective at driving call conversions.

Question 42

App extensions

Answer 42

App extensions promote downloads of your mobile app while giving users the option to visit your site.

How it works
If a consumer clicks on this extension, they’ll be directed to the app download page in their mobile app store. If they click on the headline of the Search ad, they’ll be directed to a specified landing page on your website.

Best practices
Implement app extensions to serve on both brand and generic keywords. Don’t limit the extension to keywords for driving mobile app downloads, since users also have the option to click through to the website.

Question 43

Extension hyrachie

Answer 43

Lower-level extensions will override higher-level extensions; for example, a structured snippet added at a specific ad group level will show instead of a structured snippet added at the account level.

Question 44

Optimale ads mit extensions

Answer 44

Depending on ad positioning and the user’s device, an ad can show a maximum of four extensions — so you should create as many extensions as what makes sense for your business

Optimize your ad performance.
For optimal ad group performance, make sure your ad group has at least two expanded text ads, one responsive search ad, and three ad extensions. Also make sure the ad rotation is on the Optimize setting.

Question 45

Max Clicks

Answer 45

This strategy helps you get as many clicks as possible within your budget each day, while minimizing the manual effort required to maintain bids. It automatically adjusts the maximum cost-per-click (CPC) bid in a campaign to maximize the amount of clicks within a budget.

Question 46

Conversion Based Bidding

Answer 46

CPA: Unbesch. Budget, Kosten pro Lead, Conv. Tracking und Historie

Max Conv: Conv Tracking, Historie, kein CPA Ziel, viele Conv

Question 47

Value Based Bidding

Answer 47

Roas Target: Optimiert auf einem Ziel von Revenue, Optin empfohlen, kein Budgetlimit

Max Conv Value: within your budget, You don’t have a specific ROAS goal, Your focus is on maximizing revenue or conversion value