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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
14
Q
What are examples of different search intents?
A
Different search intents can include researching, comparing options, and making a purchase.
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.
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.
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.
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.
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.
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.
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.
22
Q
How many ad variations are recommended per ad group?
A
It is recommended to have 3 ad variations per ad group.
23
Q
Where can you find ad extensions in Google Ads?
A
Ad extensions can be found in the Extensions tab.
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.
25
What is the purpose of call out extensions in ad extensions?
Call out extensions provide additional information below the ad description but are not clickable.
26
How do location extensions link your location to Google Ads?
Location extensions link your Google Maps location to your ads.
27
Why should you use ad extensions?
Ad extensions can drive clicks and phone calls, improve ad quality score, and enhance the search experience.
28
What is the purpose of structuring your Google Ads account?
Structuring your account helps you manage performance and spend more efficiently.
29
What are the different methods to structure a Google Ads account?
You can organize keyword lists into campaigns and ad groups, and group keywords by theme into ad groups.
30
How can a shared ad work effectively in Google Ads?
A shared ad can work effectively when keywords share a common theme by delivering relevant content.
31
How are keywords organized in ad groups?
Keywords are organized thematically into ad groups.
32
How are ad groups organized in campaigns?
Ad groups are organized into similar theme campaigns.
33
What is the purpose of organizing keywords and ad groups into campaigns?
To help manage daily budget and target specific goals.
34
What are the key steps to set up a Google Ads campaign?
Click Add button, select New campaign, choose goal, campaign type, reach strategies, name campaign, define target location, language, budget, and bidding strategy.
35
What should be unchecked in Networks to avoid mixing search and display activity?
Include Google Display Network.
36
What are the options to reach the campaign goal?
Select the ways you'd like to reach your goal.
37
How can you set up an ad group?
Click Save and continue to create an ad group with a keyword list.
38
What are the steps to create ads in Google Ads?
Enter display URL, add headlines and descriptions, then click Done and Save and continue.
39
What can be added in the Extensions section to enhance ads?
Sitelink extensions, callout extensions, structured snippet extensions, call extensions, and other appropriate ad extensions.
40
What should be added in Negative keywords for better campaign management?
Add negative keywords at a campaign or ad group level.
41
What is budget management in Google Ads?
Determining what a campaign or group of campaigns will spend in a day and over 30 days, based on the assigned marketing budget.
42
Why is understanding how to allocate your budget essential?
It helps optimize daily spend and determine the best way to allocate budget based on campaign performance.
43
How do budget ceilings affect campaign spending?
Budget ceilings limit spending even if there is potential for more, preventing exceeding the capped budget.
44
How can daily spend be understood in Google Ads?
Daily spend is the maximum amount a campaign can spend in a day, aggregated over 30 days.
45
What is the recommended approach for grouping high-volume keywords?
Group high-volume keywords in separate campaigns to manage spending and traffic.
46
Why should keywords with less search volume be grouped differently?
To control spending and manage campaigns with lower search interest and traffic.
47
What are available Click/Impression assisted conversions?
The number of conversions that were assisted by a particular campaign, ad group, or keyword.
48
What is Quality score?
An estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad.
49
How can you use filters to analyze metrics?
You can add filters to home in on certain metrics and measure their success.
50
What levels can you run metrics reports in Google Ads?
Campaigns, ad groups, and keywords.
51
What can you do with metric reports in Google Ads?
Export, manipulate the data, add graphs, and more.
52
How can you add segments to metric reports?
Click 'Add Segment' to give extra granularity to your reporting and segment your view.
53
What additional data can you segment metric reports by?
Conversion type/name and time (day, week, month, or quarter, etc.).
54
What can segments in metric reports help you analyze?
The daily performance of your Google Ads account.
55
Why might it be easier to analyze information in a pivot table than in Excel?
Data can be difficult to analyze in Excel when there is a huge amount of it.
56
What can you modify in your report's columns?
You can move, remove, adjust the columns in your report.
57
How can you save a new column set in Google Ads reports?
Reorder your columns as required and click 'Save'.
58
What can you add to your report as segments?
Different segments to segment your data.
59
What can you do with filters in your Google Ads report?
See specific data by adding filters such as campaigns driving more than five conversions.
60
How can you add additional options to your Excel report when downloading?
Click 'More options' and select the desired options.
61
How can you make large amounts of Excel data easier to analyze?
Create a Pivot Table with selected data.
62
What are the areas where you can drag fields to create a Pivot Table?
Filters, Columns, Rows, and Values areas.
63
What are the benefits of linking your Google Ads account with Google Analytics?
Enhanced reporting, performance analysis, measuring return on ad spend, and understanding post-click behavior.
64
What can you do with the Google Analytics shortcut in Google Ads?
Quickly access analytics data and measure different aspects of your Google Ads campaigns.
65
Where can you find Google Ads data in Google Analytics?
Under the Acquisition tab, you can find the Google Ads cost and impression data.
66
What are some examples of conversions that can be measured?
Number of leads generated, number of purchases from a click, number of phone calls generated through Google Ads, number of app downloads.
67
What is conversion tracking in Google Ads?
Adding a code to the 'thank you' or purchase complete page that sends a signal to Google Ads when a conversion happens.
68
Where can you find and create your Google Ads conversion tracking code?
In the tools menu of Google Ads under 'conversions'.
69
What is the recommended way of adding conversions to Google Ads?
Importing goals or e-commerce transactions from Google Analytics.
70
What can be tracked using Google Ads conversion tracking?
Valuable actions taken on the website, actions on the app, calls from ads or website, and imported data from Google Analytics or another source.
71
What are some metrics that can be used to measure the success of a campaign?
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.
72
What is impression in campaign measurement?
The number of times an ad is served to audiences.
73
What does click measure in campaign measurement?
How often an ad is clicked.
74
What is CPC in campaign measurement?
The actual price paid for each click in a PPC campaign.
75
Define CTR in campaign measurement.
The percentage number of impressions that lead to a click.
76
What is CPM in campaign measurement?
The cost of serving a batch of 1,000 impressions.
77
What does CPA measure in campaign measurement?
How much it costs in PPC advertising media spend to generate a sale or conversion.
78
Define conversion rate in campaign measurement.
The percentage number of clicks that turned into conversions.
79
What does cost per conversion measure in campaign measurement?
The total cost of generating traffic divided by the total number of conversions.
80
Define impression share in campaign measurement.
The number of impressions received divided by the estimated number of impressions that were.
81
How can you make your closing memorable?
Link your closing 'grab' back to your opening 'grab'.
82
How can you become trustworthy with the audience?
Begin by actively listening to the audience members when they speak to you.
83
What are the four steps of active listening?
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.
84
What technique can have a maximum impact on your audience?
Using pauses.
85
How long should a pause be?
No shorter than two seconds and no longer than ten seconds.
86
Why is sincerity and honesty important in communication?
The audience can detect deceit, making you less persuasive.
87
What is a 'tell' that indicates insincerity?
Glancing to the right while creating a feeling or thinking about something unsure.
88
What are the three techniques for increasing the impact of proposals?
Triplication, copying VAK words and phrases, and looking out for potential disconnects.
89
Why should you perform location targeting in paid search campaigns?
To only target territories where your consumers are located or where you would like to expand into.
90
What are the benefits of location targeting in paid search campaigns?
Selective targeting, customized campaigns, and performance enhancement.
91
How can location targeting enhance performance and ROI in paid search campaigns?
By only showing ads to people in areas where you do business.
92
How can you optimize for locations in paid search campaigns?
By telling Google you're willing to pay more for traffic from high-value locations.
93
What is the purpose of optimizing for devices in paid search campaigns?
To increase bids for high-converting devices and reduce bids for devices that don't convert.
94
How can you optimize for devices in Google Ads?
By adding a percentage bid modifier for a specific device.
95
Why is testing important when optimizing for devices in paid search campaigns?
To determine the optimal bidding strategy for different devices.
96
What are Remarketing Lists for Search Ads (RLSA)?
A way to set a higher bid for past visitors who have already been exposed to your brand.
97
Why are Remarketing Lists for Search Ads (RLSA) valuable in paid search campaigns?
Because they target people who have already engaged with your brand.
98
What is the benefit of scheduling ads in paid search campaigns?
To target specific periods of high conversion or low conversion times.
99
What is ad scheduling or dayparting in Google Ads?
Setting specific times of the day for your campaign to show or increasing bids at certain times.
100
How can you use ad scheduling to optimize your campaign?
By setting active times, pausing activity automatically, or adjusting bids based on conversion trends.
101
What are some features of organic search results?
They take longer to optimize, feature structured data points like the knowledge graph and rich snippets, and always appear below paid search results.
102
How are organic search results created?
They are created automatically from your site content and other factors like links to your page and the user's search history.
103
What are some benefits of using Google Keyword Planner?
It provides more structured research options, reveals keyword volume trends, and suggests new keyword ideas based on search trends.
104
Where can advertisers find keyword suggestions for paid search campaigns in Google Ads?
They can find keyword suggestions in the Google Keyword Planner, which is built into Google Ads.
105
What is the process of conducting keyword research for paid search campaigns?
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
What are the key settings of a search campaign in Google Ads?
The key settings are campaign name, location, language, and daily budget.
107
What should be unchecked when creating a search campaign in Google Ads?
The Display network box should be unchecked to avoid mixed results.
108
Why is it important to choose a campaign objective that relates to specific business goals?
The campaign objective guides the creation process and ensures alignment with business goals.
109
What are some recommended location options when targeting in a search campaign?
Location targeting can be specific, ranging from city level to very specific locations.
110
Why is the language of the user important when targeting in a search campaign?
The language of the user affects how they interact with the website and determines the language in which ads should be shown.
111
What are the three positive keyword match types?
Exact match, Phrase match, Broad match
112
What is the purpose of match type settings in paid search?
To widen or narrow the reach of your ad's visibility
113
What is an exact match keyword?
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
What is a phrase match keyword?
A keyword that serves search ads if the searcher includes words before or after it in the same order as the keyword
115
What is a broad match keyword?
A keyword that allows for the largest reach by using searcher history and the meaning of relative words and phrases
116
What is a negative match type?
A way to ensure you don't serve for certain searches that might drive poor ROI or reflect poorly on the brand
117
Give an example of a common negative keyword.
Free
118
Why should you build a negative keyword list?
To reduce costs, increase CTR by cutting out irrelevant searches, and improve conversion rates
119
What are Ad Groups?
Groupings of keywords into similar themes to organize keyword lists
120
How should you group keywords in Ad Groups?
By theme
121
What is the importance of organizing Ad Groups or keyword lists into campaigns?
To help manage PPC activity and improve performance through effective organization.
122
What types of reports can be obtained in a standard Google Ads account?
Performance reports on campaign, ad group, keyword, and ad copy levels.
123
What are some key features of a manager account in Google Ads?
Single sign-in for multiple accounts, efficient monitoring through alerts, easy account management from a single dashboard, performance comparison and multi-account reporting.
124
Why is a manager account useful for agencies or companies with diverse product portfolios?
It allows for easier management of multiple Google Ads accounts and the ability to create separate accounts for different clients or product lines.
125
What role do keywords play in a successful paid search campaign?
Keywords are essential for catching attention and driving traffic through relevant clickable ads.
126
What is a keyword list?
A list of all the keywords related to a product or service used in a paid search campaign.
127
How does Google bridge the gap between keywords and search queries?
Google uses match types to link search queries to relevant keywords, even if there are variations or spelling mistakes.
128
Why is match type important in reaching more searchers and potential customers?
Match type allows for broader reach without the need to think of every possible search term people might use.
129
What factors should be considered when choosing keywords for a campaign?
Keywords should relate to product benefits, consumer needs, and be relevant to target audience.
130
What factors determine the actual cost per click in a bid auction?
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
How does Google assign charges to advertisers in a bid auction?
Google assigns charges to advertisers based on factors such as maximum CPC bid, quality score, and perceived ad relevance.
132
What are the two options to pay for clicks on Google?
The options are Automated Bidding and Manual CPC.
133
What is the default bid type when setting up a Google Ads campaign?
The default bid type is Automated Bidding.
134
What is Ad Rank in Google Ads?
Ad Rank is where your ad appears on the page and is determined by multiplying your quality score by your maximum CPC bid.
135
How is Quality Score measured in Google Ads?
Quality Score is measured based on factors such as bid, perceived click-through rate (CTR), and landing page relevance.
136
What is considered a good Quality Score?
Quality Scores of seven or above are generally considered good.
137
What are the main factors that determine Quality Score?
The main factors are bid, perceived click-through rate (CTR), and landing page relevance.
138
What factors influence how much you pay for a click in a bid auction on Google?
Factors include the maximum CPC of competitors, your Quality Score compared to competitors, estimated click-through rate (CTR), and landing page relevance.
139
Why might you pay more or less than your maximum bid in a bid auction?
The price you pay can vary based on factors such as competitor bids and your Quality Score.
140
What are some considerations for landing page quality when determining Quality Score?
Considerations include relevance to the search term and ad, as well as indicators used by Google Ads.
141
What is a recommended way to approach persuasion when giving advice?
Respectfully give a reason for your advice and consider the language you use.
142
Why is it important to ensure that your facial expressions and body language match your message during persuasion?
To avoid people questioning your honesty.
143
What should you be honest about when trying to persuade someone?
Potential barriers to your persuasion such as differences in perception or poor listening skills.
144
When persuading someone, what factors should you take into account about your recipients?
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
What is a simple persuasion tool to gain faster buy-in?
Not asking people what they should be doing, but proposing your own specific questions and ideas for them to choose from.
146
How should you react when receiving a compliment?
Respond with a simple 'thank you' and accept the compliment.
147
What can happen if you brush off a compliment?
It can cause a communications disconnect and make the exchange uncomfortable or rude.
148
What can be a more effective way to respond to a compliment according to Oscar recipients?
Saying 'Thank you for believing in me and my work with this award.'
149
What is a technique to grab the attention of an audience when presenting a proposal?
Starting with a surprising statistic or thought-provoking anecdote.
150
What should you consider when closing out your pitch or proposal?
The last thing you do to persuade the audience.
151
What does VAK stand for?
Visual, Auditory, Kinesthetic
152
What are VAK words and phrases?
Words and phrases that people use to indicate their sensory preferences
153
Give an example of a visual VAK phrase.
'Appears to me', 'beyond a shadow of a doubt', 'clear cut', 'paint a picture', 'see to it'
154
Give an example of an auditory VAK phrase.
'Manner of speaking', 'clear as a bell', 'call on', 'describe in detail', 'to tell the truth'
155
Give an example of a kinesthetic VAK phrase.
'Boils down to', 'come to grips with', 'firm foundations', 'lay cards on the table', 'pull some strings'
156
How can using VAK words and phrases help in persuasion?
It can increase rapport between the speaker and the audience
157
What should you pay attention to in your audience besides listening to them?
Their body language
158
What is a potential disconnect in persuasion?
Resistance, disagreement, or conflict about what the speaker is saying
159
What is the 'Unconscious Radar Scan Effect'?
A state where the audience is comfortable but alert to perceived threats
160
What response does the amygdala trigger to a perceived threat?
The 'fight or flight' response
161
What physical reaction might occur if words of disconnect are delivered to the audience?
A physical flinch or jump
162
What can you see in the Ads menu?
Linked accounts, campaigns, site links, keywords, and search queries.
163
How can you further segment your data in the report?
By adding a secondary dimension.
164
What are some examples of secondary dimensions?
Device type, date, month, and more.
165
Can you make changes to Google Ads campaigns from Google Analytics?
No, it's for viewing Google Ads metrics only.
166
Which tools can you link to Google Ads?
Google Analytics, Google Merchant Center, Google Search Console, YouTube.
167
How can you link a tool to Google Ads?
Click the Details button beside the tool and follow the instructions.
168
What is the importance of being persuasive?
Being persuasive is a valuable asset in building trust and influencing others.
169
What are the three basic human behaviors when trying to persuade?
Aggressive, passive, and assertive.
170
What are some characteristics of passive behavior?
Afraid to speak up, agreeing with others despite personal feelings, isolating themselves from groups.
171
What are some characteristics of aggressive behavior?
Interrupting and 'talking over' others, speaking loudly, trying to control groups.
172
What are some characteristics of assertive behavior?
Speaking openly, using a conversational tone, keeping to the point, and considering others' point of view.
173
How can you be persuasive in day-to-day interactions?
Be assertive, clearly define needs or expectations using 'I' statements, and learn to say 'no' when necessary.
174
What is the importance of optimizing ad quality score?
Optimizing ad quality score can help reduce CPC and give a competitive advantage.
175
How can you improve ad quality score?
You can improve ad quality score by writing better ads and delivering a better landing page experience.
176
What is the benefit of having high quality score ads?
Having high quality score ads can result in paying less for clicks compared to competitors with lower quality score.
177
How can you improve your landing page if it's an issue?
If your landing page is an issue, you should improve it to deliver on the promise of your search ad.
178
How can adding negative keywords improve ad relevance?
Adding negative keywords can cut out irrelevant searches and make your ads more relevant to what people are looking for.
179
What role does testing bid strategies play in quality score optimization?
Testing bid strategies is crucial for quality score optimization to determine the most effective approach.
180
What can the Bid Simulator tool in Google Ads help with?
The Bid Simulator tool in Google Ads can provide insights on bidding levels and the impact on keywords.
181
How can bid adjustments be used to increase or decrease visibility?
Bid adjustments can be used to increase or decrease visibility based on locations, audiences, demographics, or devices.
182
What does location targeting in ad campaigns help achieve?
Location targeting helps show ads to customers in specific geographical areas.
183
What is Google Ads?
Google Ads is the advertising tool used to run ads on Google properties.
184
What are the different types of ads that can be run using Google Ads?
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
What should be considered while optimizing a landing page for mobile users?
While optimizing a landing page for mobile users, factors like device optimization and mobile-friendliness should be considered.
186
How does the mobile-friendliness of a landing page affect the quality score for mobile traffic?
The mobile-friendliness of a landing page can affect the quality score for mobile traffic in Google Ads.
187
What options are available for creating a Google Ads account?
You can create a basic Google Ads account or a Google Ads Manager account.
188
What is the purpose of a Google Ads Manager account?
A Google Ads Manager account allows you to manage multiple Google Ads accounts.
189
What are the two main types of accounts within Google Ads?
The two main types of accounts within Google Ads are standard account and manager account.
190
Why is it recommended to have one Google Ads account for each client?
Having one Google Ads account for each client helps in better organization and segmentation of campaigns.
191
How can keyword lists be organized within Google Ads?
Keyword lists can be organized into Ad Groups.
192
Why is it important to have an exhaustive list of keywords?
Having an exhaustive list of keywords helps ensure brand visibility for valuable searches.
193
What should be considered when assigning budgets to different groups of keywords?
The function of each keyword should be considered when assigning budgets.
194
How can negative keywords be used effectively?
Negative keywords can be used to eliminate unwanted searches and improve campaign performance.
195
What factors should be considered when driving clicks from searchers with PPC?
The need state of the searcher and product appeal should be considered.
196
How can the perceived relevance of ad copy be increased?
Including the keyword in the ad copy can increase perceived relevance.
197
What should be included in ad copy to direct action post-click?
A call-to-action (CTA) should be included in the ad copy.
198
What initiates the user search journey?
The user search journey begins when the user has a need or want.
199
What should a landing page deliver on?
A landing page should deliver on the promise of the ad and resolve the user's need state.
200
What elements make a landing page relevant, attractive, and directional?
Relevance to the search query, ad copy alignment, and clear CTAs make a landing page relevant, attractive, and directional.
201
What is conversion rate optimization?
Conversion rate optimization is the process of designing pages to drive valuable actions based on user interaction.
202
What is the main difference between organic search and paid search?
The main difference is the speed by which paid search trumps the organic world.
203
How can paid search fill the gaps left by organic search?
Paid search can quickly serve on searches that are not being served within the organic world or are ranked lower.
204
What is the benefit of using paid search to push up organic rankings?
Paid search can push up organic rankings and improve visibility on search engine results pages.
205
Why is access to market an important consideration in paid search?
Paid search allows access to a market actively looking for the product or solution.
206
What is the impact of device preference on paid search?
Users on mobile devices are less likely to scroll far down the page, making paid search results more visible.
207
What is the purchase-decision cycle?
Purchase-decision cycle involves the steps of identifying a need, searching for solutions, evaluating alternatives, and making a purchase.
208
Why is understanding the purchase-decision cycle important in marketing?
Understanding the purchase-decision cycle helps in targeting consumer behavior and optimizing marketing strategies.
209
How can I access the Practice Exam?
The Practice Exam can be accessed through the Practice Tests link on MyDMI.
210
What does the Save & Exit option allow you to do?
The Save & Exit option allows you to pause and exit the practice exam tool and continue later from where you left off.
211
What is the purpose of the Practice Exam?
The Practice Exam helps assess your readiness for the certification examination.
212
Is the Practice Exam part of the overall certification exam result?
The Practice Exam contributes to your overall certification exam result.
213
What is the significance of Paid Search (PPC) with Google Ads?
Paid Search (PPC) with Google Ads is discussed in the course material.
214
What are some examples of subtle physical reactions to look out for in an audience?
Slight movement in a chair, putting down a pen, raising an eyebrow.
215
What are the two types of objections you may encounter when pitching a proposal?
Excuses not to go ahead and real objections or areas of mismatch.
216
What does the technique 'pre-handling' involve?
Handling objections before they are even raised.
217
How can pre-handling objections be helpful?
It can prevent the audience from using excuses or provide clarity on real objections.
218
What should you do when you encounter a disconnect with your audience?
Go back to the point of disconnect, ask clarifying questions, and reassure them.
219
What can pre-handling objections related to price involve?
Building up the audience's judgment of value and importance of their requirements.
220
Why is it important to notice subtle physical reactions in an audience?
To understand the audience's response and adapt the pitch accordingly.
221
What can be a potential mistake when handling objections related to price?
Trying to match the price instead of emphasizing the superiority of the product or service.
222
How can you handle objections about delivery date or product specifications?
Ask clarifying questions early on to preemptively address the objections.
223
What is paid search?
Paid search is an inbound advertising channel that matches searcher intent with relevant ads intended to meet consumer needs.
224
What distinguishes search ads from organic listings?
Search ads appear above organic listings and are marked with an 'ad' icon.
225
What are some similarities between paid search and organic search?
Both have clickable headlines, site links, and descriptions/meta descriptions.
226
What does PPC stand for in the context of paid search?
PPC stands for pay per click.
227
What pricing model is often associated with paid search?
Paid search is built on the PPC (pay per click) or CPC (cost per click) model.
228
What is one advantage of paid search in terms of speed?
Paid search allows you to appear at the top of search engines quickly compared to organic optimization.
229
Why is it important to separate budgets for different campaigns?
To optimize and manage the budget efficiently.
230
What is a budget tracker and why is it important for managing clients?
A tool to keep track of the budget assigned by the client; ensures not to exceed the allocated budget.
231
How can budget share be used to allocate budget?
It helps in understanding the percentage of budget allocated to different campaigns and keywords.
232
What does the 'spend' column in a budget tracker indicate?
The amount of money spent on a campaign.
233
How can forecasting be used to estimate campaign performance?
By analyzing impressions, CTR, and estimated clicks to forecast cost and determine budget.
234
How can daily budgets and ad delivery options help achieve business goals?
They can be used to control spending and drive desired traffic to achieve business objectives.
235
What determines how we pay for clicks in Google Ads?
Google uses bid auctions to decide how much advertisers pay for clicks.
