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cBC Platforms > Google > Flashcards

Google Flashcards

1
Q

What is Ad Rank?

A

Where an ad ranks on Search Engine Results Page

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2
Q

What is Quality Score?

A

Google’s algorithm to determine relevance

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3
Q

What is a CPC Bid?

A

Amount you are willing to pay

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4
Q

How does Quality Score get determined?

A
  1. Keyword Relevance
  2. Landing Page
  3. Historical Click through rate
  4. Account historical performance
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5
Q

What is the quality score rating system on?

A

A 1-10

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6
Q

What are the 4 types of bidding strategies?

A
  1. Manual CPC
  2. Enhanced CPC (ECPC)
  3. Maximize Conversions
  4. Maximize Conversion Value
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7
Q

What is Manual CPC bidding strategy?

A

You set your own CPC

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8
Q

What is Enhanced CPC bidding strategy?

A

A hybrid of manual CPC and smart bidding, you set a max and google adjusts

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9
Q

What is Maximize Conversions bidding strategy?

A

(the main bidding strategy that we use)
You get the highest volume
There is an option to set a target CPA

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10
Q

What is Maximize Conversion Value bidding strategy?

A

Automatically sets to generate revenue

Can set a target ROAS within max conversion value

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11
Q

What are the limits to Google Ad Grant?

A

$2 CPC limit
Daily max budget = $329 or $10,000 per month
Search text ads only
Only to approved domains (donation links are hard)
No single keywords (but certified professionals can use them with quality score above 6)

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12
Q

What are the requirements to keep up compliance for Google ad grant?

A

Structure: at least 2 ad groups per campaign, 2 ads per ad group, and 2 sitelink extensions on the account level
Quality: no keywords with a quality score below 3, no generic keywords, CTR must be at least 5% overall, no single keywords
Other: must have valid conversion tracking and must respond to annual Ad Grants program survey

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13
Q

What does paid search have that ad grants don’t?

A

No manual CPC limit
Ads are entered into initial auction
Always show above ad grants
~60% impression share

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14
Q

What does Paid Search Have in common with Ad Grants?

A

Keyword auction
Auction Structure
Ad Creation

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15
Q

What does Ad Grant have that Paid Search does not?

A

$2 manual CPC bid limit
Ads are entered into a secondary auction
Will always show below paid ads
~10% impression share

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16
Q

What should be the Paid Ad strategy as opposed to the Ad Grant strategy?

A
  • Get the most conversion using the least amount of $$
  • Fewer campaigns
  • Refining more than expanding
  • High conversions, instant keywords
17
Q

What does the Paid Ad Strategy have in common with Ad Grant Strategy?

A
  • Quality Score
  • Keyword Research
  • Audience Targeting
  • Bidding Strategies
18
Q

What does the Ad Grant Strategy have that is different from the Paid Ad?

A
  • Testing ground to expand top funnel traffic
  • Bigger builds
  • Initially trying to max spend
  • Go after tangent, informational keywords
19
Q

What does Google Account Campaign Organization look like?

A

Account > Campaign > Ad Group > Keywords + Ads

20
Q

What is the ideal build structure?

A

At least 4 campaigns, 6 ad groups per campaign, 5-20 keywords per ad group

21
Q

What should be the first focus when creating a google ads campaign?

A

Expansion

22
Q

When doing expansion for the google ad grant, what should you focus on?

A

Broad campaigns, ad groups, keywords
Relevant keywords that relate to the mission
Find all pockets of traffic

23
Q

When doing refinement for a google ad grant, what should you focus on?

A
  • negative keyword research
  • match types other than broad match
  • audience targeting
  • ad schedule
  • demographic or device bids
  • move users down the funnel
24
Q

What does a Build in Google Ads include?

A

Skeleton + Ad Copy

25
Q

What is the typical cBC campaign build structure?

A

Branded
Awareness
Donations
Events/Our Work/Etc.

26
Q

What should be included in a Branded campaign?

A

Org’s branded keywords (only), for people who already know about the brand

27
Q

What should be included in an Awareness campaign?

A

Talks about the type of nonprofit or offers info (blogs / FAQs)

28
Q

What should be included in a Events/Other campaign?

A

Goals other than donations

29
Q

What is the build process like?

A
  1. Look through org website + client 1-pager
  2. Use A/AOP’s recommendation and your own judgment to map out account structure
  3. Use keyword planner to find keywords + build ad groups + import
  4. Create 3 expanded text ads per ad group
30
Q

What are the 4 types of extensions?

A

Call
Sitelink
Structured Snippet
Callout

31
Q

What does a Structured Snippet Extension include?

A

Services/Products

32
Q

What does a Callout Extension include?

A

Benefits Description (ex: 24/7)

33
Q

What are the 3 types of Campaigns you can choose in Ad Grant?

A

Sales, Leads, or Website Traffic

34
Q

What are the 2 types of ads available on Google Ads?

A

Expanded Text and Responsive Search Ads

35
Q

What are the # of headlines and descriptions available on Responsive Search Ads?

A

15 headlines, 10 descriptions

36
Q

What is the process for getting the Google Ad Grant?

A
  • Need a Google for Nonprofits Verified Account (go through 3rd Party Verification, TechSoup)
  • Add Us as an Admin
  • Fill out Google Ads Grant application

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