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DMI PRO AMA - Certified Digital Marketing Professional > DM Notes Module 5 - Paid Search (PPC) with Google Ads > Flashcards

DM Notes Module 5 - Paid Search (PPC) with Google Ads Flashcards

1
Q

What are the benefits of search advertising?

A

The benefits of search advertising include qualified visitors, control, measurability, accountability, and visibility.

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2
Q

What does it mean to have qualified visitors in search advertising?

A

Qualified visitors in search advertising are users who are interested and engage with your ad or website.

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3
Q

How can you control a search campaign?

A

You can control a search campaign by changing your landing page, website, ad copy, keywords, and other campaign components.

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4
Q

Why is measurability important in search advertising?

A

Measurability allows you to track and measure the effectiveness of your search campaign and justify the investment.

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5
Q

What is the role of accountability in search advertising?

A

Accountability is achieved through precise measurement and helps justify the investment of time, resource, and money in a search campaign.

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6
Q

What is the advantage of visibility in search advertising?

A

Visibility ensures that your product, brand, or service is highly visible at the top of the search results page when potential customers are actively looking.

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7
Q

What are mobile micro-moments in search advertising?

A

Mobile micro-moments occur when users have an instant need and search for answers on a mobile device.

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8
Q

What are the three fundamental pieces of a PPC campaign?

A

The three fundamental pieces of a PPC campaign are keywords, ad copy, and landing pages.

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9
Q

What is the role of keywords in paid search advertising?

A

Keywords are the cornerstone of paid search advertising and refer to what people are looking for and asking Google.

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10
Q

How do ads play a role in paid search advertising?

A

Ads are what users see when they search on a search engine, and they allow brand owners to respond to user queries.

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11
Q

What are landing pages in paid search advertising?

A

Landing pages are where users land after clicking an ad, allowing them to continue their journey and resolve their needs.

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12
Q

What should marketers do to align campaigns with searcher needs?

A

Marketers should anticipate questions, choose relevant keywords, write ads that answer questions better than the competition, and create landing pages that help resolve users’ needs.

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13
Q

Why is it important to consider search intent when creating keyword lists?

A

Considering search intent helps ensure your ad appears in response to the specific needs and queries of potential customers.

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14
Q

What are examples of different search intents?

A

Different search intents can include researching, comparing options, and making a purchase.

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15
Q

How can consumers signal their intent through keywords?

A

Consumers may signal their intent through the specific keywords they use, indicating whether they are looking for information, consideration, or ready for conversion.

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16
Q

Why is it important to choose a bid strategy?

A

Choosing a bid strategy is important to optimize your campaign and improve its performance.

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17
Q

What is the recommended bid strategy to start with when setting up a campaign?

A

It is best to start with the bid strategy that Google automatically suggests for you.

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18
Q

What is the benefit of starting off with a small budget when testing a campaign?

A

Starting off with a small budget allows you to test the effectiveness of your campaign before investing more money.

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19
Q

How much does the campaign spend on average over a month compared to the daily budget?

A

The campaign spends broadly 30 times what the daily budget is over the month.

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20
Q

What is the purpose of creating ad groups?

A

Ad groups allow you to organize your keywords and manage your campaign more efficiently.

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21
Q

What can you include in an ad group besides the keyword list?

A

You can include variations of ad copy to improve the performance of your ads.

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22
Q

How many ad variations are recommended per ad group?

A

It is recommended to have 3 ad variations per ad group.

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23
Q

Where can you find ad extensions in Google Ads?

A

Ad extensions can be found in the Extensions tab.

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24
Q

What are sitelinks in ad extensions?

A

Sitelinks are clickable links below the ad that direct searchers to different parts of your website.

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25
Q

What is the purpose of call out extensions in ad extensions?

A

Call out extensions provide additional information below the ad description but are not clickable.

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26
Q

How do location extensions link your location to Google Ads?

A

Location extensions link your Google Maps location to your ads.

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27
Q

Why should you use ad extensions?

A

Ad extensions can drive clicks and phone calls, improve ad quality score, and enhance the search experience.

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28
Q

What is the purpose of structuring your Google Ads account?

A

Structuring your account helps you manage performance and spend more efficiently.

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29
Q

What are the different methods to structure a Google Ads account?

A

You can organize keyword lists into campaigns and ad groups, and group keywords by theme into ad groups.

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30
Q

How can a shared ad work effectively in Google Ads?

A

A shared ad can work effectively when keywords share a common theme by delivering relevant content.

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31
Q

How are keywords organized in ad groups?

A

Keywords are organized thematically into ad groups.

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32
Q

How are ad groups organized in campaigns?

A

Ad groups are organized into similar theme campaigns.

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33
Q

What is the purpose of organizing keywords and ad groups into campaigns?

A

To help manage daily budget and target specific goals.

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34
Q

What are the key steps to set up a Google Ads campaign?

A

Click Add button, select New campaign, choose goal, campaign type, reach strategies, name campaign, define target location, language, budget, and bidding strategy.

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35
Q

What should be unchecked in Networks to avoid mixing search and display activity?

A

Include Google Display Network.

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36
Q

What are the options to reach the campaign goal?

A

Select the ways you’d like to reach your goal.

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37
Q

How can you set up an ad group?

A

Click Save and continue to create an ad group with a keyword list.

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38
Q

What are the steps to create ads in Google Ads?

A

Enter display URL, add headlines and descriptions, then click Done and Save and continue.

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39
Q

What can be added in the Extensions section to enhance ads?

A

Sitelink extensions, callout extensions, structured snippet extensions, call extensions, and other appropriate ad extensions.

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40
Q

What should be added in Negative keywords for better campaign management?

A

Add negative keywords at a campaign or ad group level.

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41
Q

What is budget management in Google Ads?

A

Determining what a campaign or group of campaigns will spend in a day and over 30 days, based on the assigned marketing budget.

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42
Q

Why is understanding how to allocate your budget essential?

A

It helps optimize daily spend and determine the best way to allocate budget based on campaign performance.

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43
Q

How do budget ceilings affect campaign spending?

A

Budget ceilings limit spending even if there is potential for more, preventing exceeding the capped budget.

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44
Q

How can daily spend be understood in Google Ads?

A

Daily spend is the maximum amount a campaign can spend in a day, aggregated over 30 days.

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45
Q

What is the recommended approach for grouping high-volume keywords?

A

Group high-volume keywords in separate campaigns to manage spending and traffic.

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46
Q

Why should keywords with less search volume be grouped differently?

A

To control spending and manage campaigns with lower search interest and traffic.

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47
Q

What are available Click/Impression assisted conversions?

A

The number of conversions that were assisted by a particular campaign, ad group, or keyword.

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48
Q

What is Quality score?

A

An estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad.

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49
Q

How can you use filters to analyze metrics?

A

You can add filters to home in on certain metrics and measure their success.

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50
Q

What levels can you run metrics reports in Google Ads?

A

Campaigns, ad groups, and keywords.

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51
Q

What can you do with metric reports in Google Ads?

A

Export, manipulate the data, add graphs, and more.

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52
Q

How can you add segments to metric reports?

A

Click ‘Add Segment’ to give extra granularity to your reporting and segment your view.

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53
Q

What additional data can you segment metric reports by?

A

Conversion type/name and time (day, week, month, or quarter, etc.).

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54
Q

What can segments in metric reports help you analyze?

A

The daily performance of your Google Ads account.

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55
Q

Why might it be easier to analyze information in a pivot table than in Excel?

A

Data can be difficult to analyze in Excel when there is a huge amount of it.

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56
Q

What can you modify in your report’s columns?

A

You can move, remove, adjust the columns in your report.

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57
Q

How can you save a new column set in Google Ads reports?

A

Reorder your columns as required and click ‘Save’.

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58
Q

What can you add to your report as segments?

A

Different segments to segment your data.

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59
Q

What can you do with filters in your Google Ads report?

A

See specific data by adding filters such as campaigns driving more than five conversions.

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60
Q

How can you add additional options to your Excel report when downloading?

A

Click ‘More options’ and select the desired options.

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61
Q

How can you make large amounts of Excel data easier to analyze?

A

Create a Pivot Table with selected data.

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62
Q

What are the areas where you can drag fields to create a Pivot Table?

A

Filters, Columns, Rows, and Values areas.

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63
Q

What are the benefits of linking your Google Ads account with Google Analytics?

A

Enhanced reporting, performance analysis, measuring return on ad spend, and understanding post-click behavior.

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64
Q

What can you do with the Google Analytics shortcut in Google Ads?

A

Quickly access analytics data and measure different aspects of your Google Ads campaigns.

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65
Q

Where can you find Google Ads data in Google Analytics?

A

Under the Acquisition tab, you can find the Google Ads cost and impression data.

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66
Q

What are some examples of conversions that can be measured?

A

Number of leads generated, number of purchases from a click, number of phone calls generated through Google Ads, number of app downloads.

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67
Q

What is conversion tracking in Google Ads?

A

Adding a code to the ‘thank you’ or purchase complete page that sends a signal to Google Ads when a conversion happens.

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68
Q

Where can you find and create your Google Ads conversion tracking code?

A

In the tools menu of Google Ads under ‘conversions’.

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69
Q

What is the recommended way of adding conversions to Google Ads?

A

Importing goals or e-commerce transactions from Google Analytics.

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70
Q

What can be tracked using Google Ads conversion tracking?

A

Valuable actions taken on the website, actions on the app, calls from ads or website, and imported data from Google Analytics or another source.

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71
Q

What are some metrics that can be used to measure the success of a campaign?

A

Impressions, clicks, cost per click (CPC), click-through rate (CTR), cost per impression (CPM), cost per acquisition (CPA), conversion rate, cost per conversion, impression share.

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72
Q

What is impression in campaign measurement?

A

The number of times an ad is served to audiences.

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73
Q

What does click measure in campaign measurement?

A

How often an ad is clicked.

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74
Q

What is CPC in campaign measurement?

A

The actual price paid for each click in a PPC campaign.

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75
Q

Define CTR in campaign measurement.

A

The percentage number of impressions that lead to a click.

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76
Q

What is CPM in campaign measurement?

A

The cost of serving a batch of 1,000 impressions.

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77
Q

What does CPA measure in campaign measurement?

A

How much it costs in PPC advertising media spend to generate a sale or conversion.

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78
Q

Define conversion rate in campaign measurement.

A

The percentage number of clicks that turned into conversions.

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79
Q

What does cost per conversion measure in campaign measurement?

A

The total cost of generating traffic divided by the total number of conversions.

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80
Q

Define impression share in campaign measurement.

A

The number of impressions received divided by the estimated number of impressions that were.

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81
Q

How can you make your closing memorable?

A

Link your closing ‘grab’ back to your opening ‘grab’.

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82
Q

How can you become trustworthy with the audience?

A

Begin by actively listening to the audience members when they speak to you.

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83
Q

What are the four steps of active listening?

A
  1. Truly listen to the person speaking. 2. Feed back the content, feeling, and understanding. 3. Confirm you heard correctly. 4. Ask a relevant follow-up question.
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84
Q

What technique can have a maximum impact on your audience?

A

Using pauses.

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85
Q

How long should a pause be?

A

No shorter than two seconds and no longer than ten seconds.

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86
Q

Why is sincerity and honesty important in communication?

A

The audience can detect deceit, making you less persuasive.

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87
Q

What is a ‘tell’ that indicates insincerity?

A

Glancing to the right while creating a feeling or thinking about something unsure.

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88
Q

What are the three techniques for increasing the impact of proposals?

A

Triplication, copying VAK words and phrases, and looking out for potential disconnects.

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89
Q

Why should you perform location targeting in paid search campaigns?

A

To only target territories where your consumers are located or where you would like to expand into.

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90
Q

What are the benefits of location targeting in paid search campaigns?

A

Selective targeting, customized campaigns, and performance enhancement.

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91
Q

How can location targeting enhance performance and ROI in paid search campaigns?

A

By only showing ads to people in areas where you do business.

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92
Q

How can you optimize for locations in paid search campaigns?

A

By telling Google you’re willing to pay more for traffic from high-value locations.

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93
Q

What is the purpose of optimizing for devices in paid search campaigns?

A

To increase bids for high-converting devices and reduce bids for devices that don’t convert.

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94
Q

How can you optimize for devices in Google Ads?

A

By adding a percentage bid modifier for a specific device.

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95
Q

Why is testing important when optimizing for devices in paid search campaigns?

A

To determine the optimal bidding strategy for different devices.

96
Q

What are Remarketing Lists for Search Ads (RLSA)?

A

A way to set a higher bid for past visitors who have already been exposed to your brand.

97
Q

Why are Remarketing Lists for Search Ads (RLSA) valuable in paid search campaigns?

A

Because they target people who have already engaged with your brand.

98
Q

What is the benefit of scheduling ads in paid search campaigns?

A

To target specific periods of high conversion or low conversion times.

99
Q

What is ad scheduling or dayparting in Google Ads?

A

Setting specific times of the day for your campaign to show or increasing bids at certain times.

100
Q

How can you use ad scheduling to optimize your campaign?

A

By setting active times, pausing activity automatically, or adjusting bids based on conversion trends.

101
Q

What are some features of organic search results?

A

They take longer to optimize, feature structured data points like the knowledge graph and rich snippets, and always appear below paid search results.

102
Q

How are organic search results created?

A

They are created automatically from your site content and other factors like links to your page and the user’s search history.

103
Q

What are some benefits of using Google Keyword Planner?

A

It provides more structured research options, reveals keyword volume trends, and suggests new keyword ideas based on search trends.

104
Q

Where can advertisers find keyword suggestions for paid search campaigns in Google Ads?

A

They can find keyword suggestions in the Google Keyword Planner, which is built into Google Ads.

105
Q

What is the process of conducting keyword research for paid search campaigns?

A

Advertisers input initial keywords into the Google Keyword Planner, which provides a list of related keywords. Advertisers can then build out modifiers in Excel for their keyword lists.

106
Q

What are the key settings of a search campaign in Google Ads?

A

The key settings are campaign name, location, language, and daily budget.

107
Q

What should be unchecked when creating a search campaign in Google Ads?

A

The Display network box should be unchecked to avoid mixed results.

108
Q

Why is it important to choose a campaign objective that relates to specific business goals?

A

The campaign objective guides the creation process and ensures alignment with business goals.

109
Q

What are some recommended location options when targeting in a search campaign?

A

Location targeting can be specific, ranging from city level to very specific locations.

110
Q

Why is the language of the user important when targeting in a search campaign?

A

The language of the user affects how they interact with the website and determines the language in which ads should be shown.

111
Q

What are the three positive keyword match types?

A

Exact match, Phrase match, Broad match

112
Q

What is the purpose of match type settings in paid search?

A

To widen or narrow the reach of your ad’s visibility

113
Q

What is an exact match keyword?

A

A keyword that serves search ads only if the searcher types it into Google almost exactly the same as the keyword in your campaign

114
Q

What is a phrase match keyword?

A

A keyword that serves search ads if the searcher includes words before or after it in the same order as the keyword

115
Q

What is a broad match keyword?

A

A keyword that allows for the largest reach by using searcher history and the meaning of relative words and phrases

116
Q

What is a negative match type?

A

A way to ensure you don’t serve for certain searches that might drive poor ROI or reflect poorly on the brand

117
Q

Give an example of a common negative keyword.

A

Free

118
Q

Why should you build a negative keyword list?

A

To reduce costs, increase CTR by cutting out irrelevant searches, and improve conversion rates

119
Q

What are Ad Groups?

A

Groupings of keywords into similar themes to organize keyword lists

120
Q

How should you group keywords in Ad Groups?

A

By theme

121
Q

What is the importance of organizing Ad Groups or keyword lists into campaigns?

A

To help manage PPC activity and improve performance through effective organization.

122
Q

What types of reports can be obtained in a standard Google Ads account?

A

Performance reports on campaign, ad group, keyword, and ad copy levels.

123
Q

What are some key features of a manager account in Google Ads?

A

Single sign-in for multiple accounts, efficient monitoring through alerts, easy account management from a single dashboard, performance comparison and multi-account reporting.

124
Q

Why is a manager account useful for agencies or companies with diverse product portfolios?

A

It allows for easier management of multiple Google Ads accounts and the ability to create separate accounts for different clients or product lines.

125
Q

What role do keywords play in a successful paid search campaign?

A

Keywords are essential for catching attention and driving traffic through relevant clickable ads.

126
Q

What is a keyword list?

A

A list of all the keywords related to a product or service used in a paid search campaign.

127
Q

How does Google bridge the gap between keywords and search queries?

A

Google uses match types to link search queries to relevant keywords, even if there are variations or spelling mistakes.

128
Q

Why is match type important in reaching more searchers and potential customers?

A

Match type allows for broader reach without the need to think of every possible search term people might use.

129
Q

What factors should be considered when choosing keywords for a campaign?

A

Keywords should relate to product benefits, consumer needs, and be relevant to target audience.

130
Q

What factors determine the actual cost per click in a bid auction?

A

The factors include the maximum cost per click (CPC) set by the advertiser, the quality score of the advertiser, the perceived relevance of their ads, and their ad rank.

131
Q

How does Google assign charges to advertisers in a bid auction?

A

Google assigns charges to advertisers based on factors such as maximum CPC bid, quality score, and perceived ad relevance.

132
Q

What are the two options to pay for clicks on Google?

A

The options are Automated Bidding and Manual CPC.

133
Q

What is the default bid type when setting up a Google Ads campaign?

A

The default bid type is Automated Bidding.

134
Q

What is Ad Rank in Google Ads?

A

Ad Rank is where your ad appears on the page and is determined by multiplying your quality score by your maximum CPC bid.

135
Q

How is Quality Score measured in Google Ads?

A

Quality Score is measured based on factors such as bid, perceived click-through rate (CTR), and landing page relevance.

136
Q

What is considered a good Quality Score?

A

Quality Scores of seven or above are generally considered good.

137
Q

What are the main factors that determine Quality Score?

A

The main factors are bid, perceived click-through rate (CTR), and landing page relevance.

138
Q

What factors influence how much you pay for a click in a bid auction on Google?

A

Factors include the maximum CPC of competitors, your Quality Score compared to competitors, estimated click-through rate (CTR), and landing page relevance.

139
Q

Why might you pay more or less than your maximum bid in a bid auction?

A

The price you pay can vary based on factors such as competitor bids and your Quality Score.

140
Q

What are some considerations for landing page quality when determining Quality Score?

A

Considerations include relevance to the search term and ad, as well as indicators used by Google Ads.

141
Q

What is a recommended way to approach persuasion when giving advice?

A

Respectfully give a reason for your advice and consider the language you use.

142
Q

Why is it important to ensure that your facial expressions and body language match your message during persuasion?

A

To avoid people questioning your honesty.

143
Q

What should you be honest about when trying to persuade someone?

A

Potential barriers to your persuasion such as differences in perception or poor listening skills.

144
Q

When persuading someone, what factors should you take into account about your recipients?

A

Their level of knowledge, possible lack of interest, lack of confidence, difficulties with self-expression, emotions, powerful personalities, time constraints, language, and cultural differences.

145
Q

What is a simple persuasion tool to gain faster buy-in?

A

Not asking people what they should be doing, but proposing your own specific questions and ideas for them to choose from.

146
Q

How should you react when receiving a compliment?

A

Respond with a simple ‘thank you’ and accept the compliment.

147
Q

What can happen if you brush off a compliment?

A

It can cause a communications disconnect and make the exchange uncomfortable or rude.

148
Q

What can be a more effective way to respond to a compliment according to Oscar recipients?

A

Saying ‘Thank you for believing in me and my work with this award.’

149
Q

What is a technique to grab the attention of an audience when presenting a proposal?

A

Starting with a surprising statistic or thought-provoking anecdote.

150
Q

What should you consider when closing out your pitch or proposal?

A

The last thing you do to persuade the audience.

151
Q

What does VAK stand for?

A

Visual, Auditory, Kinesthetic

152
Q

What are VAK words and phrases?

A

Words and phrases that people use to indicate their sensory preferences

153
Q

Give an example of a visual VAK phrase.

A

‘Appears to me’, ‘beyond a shadow of a doubt’, ‘clear cut’, ‘paint a picture’, ‘see to it’

154
Q

Give an example of an auditory VAK phrase.

A

‘Manner of speaking’, ‘clear as a bell’, ‘call on’, ‘describe in detail’, ‘to tell the truth’

155
Q

Give an example of a kinesthetic VAK phrase.

A

‘Boils down to’, ‘come to grips with’, ‘firm foundations’, ‘lay cards on the table’, ‘pull some strings’

156
Q

How can using VAK words and phrases help in persuasion?

A

It can increase rapport between the speaker and the audience

157
Q

What should you pay attention to in your audience besides listening to them?

A

Their body language

158
Q

What is a potential disconnect in persuasion?

A

Resistance, disagreement, or conflict about what the speaker is saying

159
Q

What is the ‘Unconscious Radar Scan Effect’?

A

A state where the audience is comfortable but alert to perceived threats

160
Q

What response does the amygdala trigger to a perceived threat?

A

The ‘fight or flight’ response

161
Q

What physical reaction might occur if words of disconnect are delivered to the audience?

A

A physical flinch or jump

162
Q

What can you see in the Ads menu?

A

Linked accounts, campaigns, site links, keywords, and search queries.

163
Q

How can you further segment your data in the report?

A

By adding a secondary dimension.

164
Q

What are some examples of secondary dimensions?

A

Device type, date, month, and more.

165
Q

Can you make changes to Google Ads campaigns from Google Analytics?

A

No, it’s for viewing Google Ads metrics only.

166
Q

Which tools can you link to Google Ads?

A

Google Analytics, Google Merchant Center, Google Search Console, YouTube.

167
Q

How can you link a tool to Google Ads?

A

Click the Details button beside the tool and follow the instructions.

168
Q

What is the importance of being persuasive?

A

Being persuasive is a valuable asset in building trust and influencing others.

169
Q

What are the three basic human behaviors when trying to persuade?

A

Aggressive, passive, and assertive.

170
Q

What are some characteristics of passive behavior?

A

Afraid to speak up, agreeing with others despite personal feelings, isolating themselves from groups.

171
Q

What are some characteristics of aggressive behavior?

A

Interrupting and ‘talking over’ others, speaking loudly, trying to control groups.

172
Q

What are some characteristics of assertive behavior?

A

Speaking openly, using a conversational tone, keeping to the point, and considering others’ point of view.

173
Q

How can you be persuasive in day-to-day interactions?

A

Be assertive, clearly define needs or expectations using ‘I’ statements, and learn to say ‘no’ when necessary.

174
Q

What is the importance of optimizing ad quality score?

A

Optimizing ad quality score can help reduce CPC and give a competitive advantage.

175
Q

How can you improve ad quality score?

A

You can improve ad quality score by writing better ads and delivering a better landing page experience.

176
Q

What is the benefit of having high quality score ads?

A

Having high quality score ads can result in paying less for clicks compared to competitors with lower quality score.

177
Q

How can you improve your landing page if it’s an issue?

A

If your landing page is an issue, you should improve it to deliver on the promise of your search ad.

178
Q

How can adding negative keywords improve ad relevance?

A

Adding negative keywords can cut out irrelevant searches and make your ads more relevant to what people are looking for.

179
Q

What role does testing bid strategies play in quality score optimization?

A

Testing bid strategies is crucial for quality score optimization to determine the most effective approach.

180
Q

What can the Bid Simulator tool in Google Ads help with?

A

The Bid Simulator tool in Google Ads can provide insights on bidding levels and the impact on keywords.

181
Q

How can bid adjustments be used to increase or decrease visibility?

A

Bid adjustments can be used to increase or decrease visibility based on locations, audiences, demographics, or devices.

182
Q

What does location targeting in ad campaigns help achieve?

A

Location targeting helps show ads to customers in specific geographical areas.

183
Q

What is Google Ads?

A

Google Ads is the advertising tool used to run ads on Google properties.

184
Q

What are the different types of ads that can be run using Google Ads?

A

The different types of ads that can be run using Google Ads are: paid search, display banners, YouTube video ads, and ads on Gmail.

185
Q

What should be considered while optimizing a landing page for mobile users?

A

While optimizing a landing page for mobile users, factors like device optimization and mobile-friendliness should be considered.

186
Q

How does the mobile-friendliness of a landing page affect the quality score for mobile traffic?

A

The mobile-friendliness of a landing page can affect the quality score for mobile traffic in Google Ads.

187
Q

What options are available for creating a Google Ads account?

A

You can create a basic Google Ads account or a Google Ads Manager account.

188
Q

What is the purpose of a Google Ads Manager account?

A

A Google Ads Manager account allows you to manage multiple Google Ads accounts.

189
Q

What are the two main types of accounts within Google Ads?

A

The two main types of accounts within Google Ads are standard account and manager account.

190
Q

Why is it recommended to have one Google Ads account for each client?

A

Having one Google Ads account for each client helps in better organization and segmentation of campaigns.

191
Q

How can keyword lists be organized within Google Ads?

A

Keyword lists can be organized into Ad Groups.

192
Q

Why is it important to have an exhaustive list of keywords?

A

Having an exhaustive list of keywords helps ensure brand visibility for valuable searches.

193
Q

What should be considered when assigning budgets to different groups of keywords?

A

The function of each keyword should be considered when assigning budgets.

194
Q

How can negative keywords be used effectively?

A

Negative keywords can be used to eliminate unwanted searches and improve campaign performance.

195
Q

What factors should be considered when driving clicks from searchers with PPC?

A

The need state of the searcher and product appeal should be considered.

196
Q

How can the perceived relevance of ad copy be increased?

A

Including the keyword in the ad copy can increase perceived relevance.

197
Q

What should be included in ad copy to direct action post-click?

A

A call-to-action (CTA) should be included in the ad copy.

198
Q

What initiates the user search journey?

A

The user search journey begins when the user has a need or want.

199
Q

What should a landing page deliver on?

A

A landing page should deliver on the promise of the ad and resolve the user’s need state.

200
Q

What elements make a landing page relevant, attractive, and directional?

A

Relevance to the search query, ad copy alignment, and clear CTAs make a landing page relevant, attractive, and directional.

201
Q

What is conversion rate optimization?

A

Conversion rate optimization is the process of designing pages to drive valuable actions based on user interaction.

202
Q

What is the main difference between organic search and paid search?

A

The main difference is the speed by which paid search trumps the organic world.

203
Q

How can paid search fill the gaps left by organic search?

A

Paid search can quickly serve on searches that are not being served within the organic world or are ranked lower.

204
Q

What is the benefit of using paid search to push up organic rankings?

A

Paid search can push up organic rankings and improve visibility on search engine results pages.

205
Q

Why is access to market an important consideration in paid search?

A

Paid search allows access to a market actively looking for the product or solution.

206
Q

What is the impact of device preference on paid search?

A

Users on mobile devices are less likely to scroll far down the page, making paid search results more visible.

207
Q

What is the purchase-decision cycle?

A

Purchase-decision cycle involves the steps of identifying a need, searching for solutions, evaluating alternatives, and making a purchase.

208
Q

Why is understanding the purchase-decision cycle important in marketing?

A

Understanding the purchase-decision cycle helps in targeting consumer behavior and optimizing marketing strategies.

209
Q

How can I access the Practice Exam?

A

The Practice Exam can be accessed through the Practice Tests link on MyDMI.

210
Q

What does the Save & Exit option allow you to do?

A

The Save & Exit option allows you to pause and exit the practice exam tool and continue later from where you left off.

211
Q

What is the purpose of the Practice Exam?

A

The Practice Exam helps assess your readiness for the certification examination.

212
Q

Is the Practice Exam part of the overall certification exam result?

A

The Practice Exam contributes to your overall certification exam result.

213
Q

What is the significance of Paid Search (PPC) with Google Ads?

A

Paid Search (PPC) with Google Ads is discussed in the course material.

214
Q

What are some examples of subtle physical reactions to look out for in an audience?

A

Slight movement in a chair, putting down a pen, raising an eyebrow.

215
Q

What are the two types of objections you may encounter when pitching a proposal?

A

Excuses not to go ahead and real objections or areas of mismatch.

216
Q

What does the technique ‘pre-handling’ involve?

A

Handling objections before they are even raised.

217
Q

How can pre-handling objections be helpful?

A

It can prevent the audience from using excuses or provide clarity on real objections.

218
Q

What should you do when you encounter a disconnect with your audience?

A

Go back to the point of disconnect, ask clarifying questions, and reassure them.

219
Q

What can pre-handling objections related to price involve?

A

Building up the audience’s judgment of value and importance of their requirements.

220
Q

Why is it important to notice subtle physical reactions in an audience?

A

To understand the audience’s response and adapt the pitch accordingly.

221
Q

What can be a potential mistake when handling objections related to price?

A

Trying to match the price instead of emphasizing the superiority of the product or service.

222
Q

How can you handle objections about delivery date or product specifications?

A

Ask clarifying questions early on to preemptively address the objections.

223
Q

What is paid search?

A

Paid search is an inbound advertising channel that matches searcher intent with relevant ads intended to meet consumer needs.

224
Q

What distinguishes search ads from organic listings?

A

Search ads appear above organic listings and are marked with an ‘ad’ icon.

225
Q

What are some similarities between paid search and organic search?

A

Both have clickable headlines, site links, and descriptions/meta descriptions.

226
Q

What does PPC stand for in the context of paid search?

A

PPC stands for pay per click.

227
Q

What pricing model is often associated with paid search?

A

Paid search is built on the PPC (pay per click) or CPC (cost per click) model.

228
Q

What is one advantage of paid search in terms of speed?

A

Paid search allows you to appear at the top of search engines quickly compared to organic optimization.

229
Q

Why is it important to separate budgets for different campaigns?

A

To optimize and manage the budget efficiently.

230
Q

What is a budget tracker and why is it important for managing clients?

A

A tool to keep track of the budget assigned by the client; ensures not to exceed the allocated budget.

231
Q

How can budget share be used to allocate budget?

A

It helps in understanding the percentage of budget allocated to different campaigns and keywords.

232
Q

What does the ‘spend’ column in a budget tracker indicate?

A

The amount of money spent on a campaign.

233
Q

How can forecasting be used to estimate campaign performance?

A

By analyzing impressions, CTR, and estimated clicks to forecast cost and determine budget.

234
Q

How can daily budgets and ad delivery options help achieve business goals?

A

They can be used to control spending and drive desired traffic to achieve business objectives.

235
Q

What determines how we pay for clicks in Google Ads?

A

Google uses bid auctions to decide how much advertisers pay for clicks.

DMI PRO AMA - Certified Digital Marketing Professional (12 decks)

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