Display ads on the GDN 1

Question 1

To reach consumers who are actively searching for a product or service you provide which is better

Search or Display

Answer 1

Search

Note : Display advertising tends to be better for reaching potential customers who are not yet actively searching for your product or brand. Search advertising is better for reaching customers who are actively searching for a product or service you provide.

Question 2

The Google Display Network consists of:

Answer 2

Google properties like Gmail, YouTube, and millions of partner sites

The Google Display Network is comprised of Google properties like YouTube, Google Finance, Gmail, and others that offer display advertising, as well as a network of millions of partner sites and mobile apps on which you can place your ads.*

Question 3

The Google Display Network gives measurable performance for:

Answer 3

branding and direct response clients

The Display Network delivers measurable performance for both branding and direct display clients; maximizing their results.

For example, our research shows that when advertisers used the Display Network in combination with Search, the median advertiser has a Display Network cost per acquisition (CPA) that’s within approximately 2% of their Search CPA. The Google Display Network also drives nearly 20% of total conversions for the median advertiser.*

Question 4

The value of display advertising on the Google Display Network

Answer 4

Massive Scale:

Measurable Performance and Maximized Results:

Contextual Engine:

Custom Networks through Effective Targeting:

Transparency, Actionable Insights and Value through Auction:

Question 5

What are the flexible pricing models for DIsplay Advertising

Answer 5

CPM, CPC, CPA

Question 6

Direct response advertisers on the Display Network are typically concerned with:

Answer 6

High volume conversions at low prices

Question 7

Easiest way for rich media ads are through

Answer 7

Display ad builder (formally known as ad gallery)

Question 8

Which of the following is a common mistake that marketers make?

Answer 8

Concentrate ad spend on a small number of sites

Question 9

The Google Display Network will place your display ads against related content and audiences across thousands of sites on the internet. It also gives advertisers actionable insights into their campaigns with tools such as:

Answer 9

Conversion tracking

Question 10

Smart pricing is a Google feature that may reduce your

Answer 10

your cost-per-click (CPC) bids on the Google Network.

Question 11

About smart pricing

Google is analysing data across our network against a variety of factors. If our data shows that a click from a Google Network page is less likely to turn into an actionable business result - such as an online sale, registration, phone call or newsletter sign-up - google may…

Answer 11

may reduce the bid for that page.

Question 12

Google takes many factors into account, such as which keyword lists or concepts triggered the ad as well as the type of page on which the ad was served. For example, let’s say that you advertise digital cameras. Your ad appears on two different pages - a Google search page for the keyword ‘digital cameras’ and a Google Network page about digital cameras. If Google determines that your ads are not likely to perform as well on the Google Network page as on Google search, the AdWords system may

Answer 12

may reduce the maximum CPC bid for that site.

Question 13

What are the five main stages to planning a new Display Network campaign?

Answer 13

Identify goals; find your target audience; create a custom display ad; set bids and budget; understand performance management tools and features

Five main stages to planning a display campaign

1. Identify your goals
2. Find your target audience
3. Create your custom display ad
4. Set your bids and budget
5. Understand performance management tools and features”

Question 14

What is stage one of planning a display campaign

Answer 14

1. Identify your goals: Is your goal to drive direct response traffic and generate clicks? Or is your goal to promote your brand and measure user engagement? Identifying your goals upfront will help you to better plan and implement your display campaigns. The ultimate goal for your campaign will influence your targeting choices, pricing model, creative messaging and even the metrics that you choose to track.

Question 15

What is stage two of planning a display campaign

Answer 15

2. Find your target audience: Finding potential customers distributed across thousands of publisher websites can be difficult. Google’s targeting technologies help you determine the sites that would be most relevant for your campaigns, allowing you to connect with your customers when and where it matters. Relevant ads are more valuable for both consumers and advertisers. You can find your target audience for your display campaign by:

Question 16

In Stage 2 of planning a campaign how can you find your target audience.

Answer 16

Targeting based on a webpage’s content: Contextual Targeting uses keywords to automatically match your ad to the content of a webpage.

Hand picking sites: Use Placement Targeting to choose ad placements, from entire websites to ad positions on specific webpages.

Defining relevant concepts on hand-picked sites: Find niche audiences with a combination of Placement and Contextual Targeting.

Finding users in specific interest categories: Interest-based Advertising reaches users based on the types of sites that they visit.

Optimising by demographic, location and time: Demo bidding, geo and day-parting controls let you focus your spend in the right areas.

Excluding irrelevant content and sites: Advanced targeting controls provide you with full control over where your ads appear.

Managing Frequency of ad impressions: Frequency capping lets you focus your impressions on more interested consumers.

Question 17

What is stage three of planning a display campaign

Answer 17

3. Create your custom display ad: Use Google’s display ad builder to customise a new ad, or upload your own. Customise your messaging so that it’s specific to your product and audience, in order to drive the desired user response.

Question 18

What is stage four of planning a display campaign

Answer 18

Set your bids and budget: With Google, you only pay what an ad is worth to you. In our unique pricing model, every ad is an auction; you bid the maximum amount that you are willing to pay for a click or an impression. Cost-per-click (CPC) pricing is most appropriate for advertisers who are looking to direct traffic to their website or online shop. Cost-per-thousand impressions (CPM) pricing is appropriate for advertisers who are familiar with traditional ad industry metrics, and are also looking for brand name visibility with potential customers.

Question 19

What is stage five of planning a display campaign

Answer 19

Understand performance management tools and features: AdWords offers several tools and features to help you evaluate and manage the performance of your display campaigns. It’s important to understand these tools upfront, so that you are comfortable using them when the time comes to optimise your campaign.

Display planner is a tool from AdWords

Question 20

An advertiser is in the planning stages of the Display Network campaign. They need to target their ads to the right target audience. Which of the following targeting technologies are useful for the advertiser?

Answer 20

Contexual targeting, placement targeting, frequency capping

Question 21

Frequency capping lets you focus your impressions on more

Answer 21

on more interested consumers.

Question 22

What is contexual advertising

Answer 22

system scans the text of a website for keywords and returns advertisements to the webpage based on those keywords.

Question 23

Examples of Contexual advertising

Answer 23

website concerning travelling in Europe and see that an ad pops up offering a special price on a flight to Italy, that’s contextual advertising. Contextual advertising is also called “In-Text” advertising or “In-Context” technology.