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Account Strategist > Google Ads > Flashcards

Google Ads Flashcards

1
Q

Why should you advertise on Google?

A

Google is the most used search engine, with millions of daily searches, and has been a key player in paid advertising for nearly two decades.

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2
Q

How is AdRank determined in Google Ads?

A

AdRank is calculated by multiplying your maximum bid by your Quality Score.

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3
Q

What are the three bidding options in Google Ads?

A

CPC (cost-per-click), CPM (cost per mile), and CPE (cost per engagement).

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4
Q

What are the seven campaign types available in Google Ads?

A

Search, Display, Video, Shopping, App, Smart, and Performance Max

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5
Q

What does Click-Through Rate (CTR) measure?

A

CTR measures the number of clicks your ad receives as a proportion of its impressions.

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6
Q

What is the Google Display Network (GDN)?

A

GDN is a network of websites that allow Google Ads to be displayed alongside content relevant to your target keywords.

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7
Q

What is an impression in the context of Google Ads?

A

An impression occurs every time your ad is shown on a search results page or web page within the GDN.

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8
Q

What are keywords in Google Ads?

A

Keywords are words or phrases that match a searcher’s query and determine where your ad appears.

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9
Q

What does PPC stand for?

A

PPC stands for Pay-Per-Click, where advertisers pay for each click on their ad.

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10
Q

What is Quality Score (QS) in Google Ads?

A

QS measures the quality of your ad based on CTR, keyword relevance, landing page quality, and past performance.

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11
Q

How do advertisers bid on keywords in Google Ads?

A

Advertisers bid on keywords to determine where their ads will appear on the SERPs. Bids can range from a few dollars to hundreds, and advertisers set a daily budget for these bids.

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12
Q

What can advertisers do to manage their budget in Google Ads?

A

Advertisers can tailor their ads to their budget, set a monthly cap, and pause or stop their ad spending at any time.

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13
Q

What happens when a potential customer searches for a keyword on Google?

A

They will see ads related to the keyword they searched, and the order of ads is determined by ad rank.

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14
Q

What is Ad Rank and how is it determined?

A

Ad Rank determines ad placement and is based on a formula that includes Quality Score and the bid amount.

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15
Q

What factors influence Ad Rank?

A

Factors include Quality Score, bid amount, keyword relevance, ad copy, CTA, and the user experience of the landing page.

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16
Q

How does Quality Score affect your Google Ads campaign?

A

A higher Quality Score lowers acquisition costs and improves ad placement. It measures ad quality based on CTR, keyword relevance, and landing page experience.

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17
Q

What role does location play in Google Ads?

A

Location settings determine where your ad is shown. For physical stores, set a reasonable radius; for e-commerce, set shipping locations; for global services, you can target worldwide.

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18
Q

Why is keyword research important in Google Ads?

A

Keywords need to match the searcher’s intent to ensure your ad is shown to relevant users. Keywords determine how Google matches your ad with search queries.

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19
Q

What are the four match types in Google Ads?

A

Broad match, Modified broad match, Phrase match, and Exact match.

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20
Q

What is Broad match in Google Ads?

A

Broad match includes any word within the keyword phrase in any order, e.g., “goat yoga in Oakland” matches “goat yoga” or “yoga Oakland.”

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21
Q

What is Phrase match in Google Ads?

A

Phrase match shows ads for queries that include the keyword phrase in the exact order, with optional additional words, e.g., “goat yoga” can match “spotted goat yoga.”

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22
Q

What does Exact match entail?

A

Exact match displays ads for queries that exactly match the keyword phrase, e.g., “goat yoga” will not match “goats yoga” or “goat yoga class.”

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23
Q

How should a new advertiser approach match types for their campaign?

A

Start with a broad match to test queries, then refine to more narrow matches as you gain insights into which queries yield the best results.

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24
Q

What are the two main types of bidding strategies in Google Ads?

A

Automated Bidding and Manual Bidding.

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25
Q

How does Automated Bidding work in Google Ads?

A

Automated Bidding allows Google to adjust your bid based on competitors, while you set a maximum budget. Google aims to win the bid within those constraints.

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26
Q

What is Manual Bidding in Google Ads?

A

Manual Bidding lets you set bid amounts for ad groups and keywords, giving you control over spending on low-performing ads.

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27
Q

Why might an advertiser choose to bid on branded search terms?

A

Bidding on branded terms helps maintain control over search results and prevents competitors from taking up valuable ad space. It can also capture prospects who are further along in the buying process.

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28
Q

What is Cost Per Acquisition (CPA) in Google Ads?

A

CPA is a bidding strategy where you pay only when a user converts into a customer. It allows you to track and justify ad spend based on actual conversions.

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29
Q

Why should you avoid broad keyword terms in Google Ads?

A

Broad keywords can lead to ads being shown to the wrong audience, resulting in fewer clicks and higher ad spend. It’s better to test and refine keywords to match the target audience.

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30
Q

What happens if your ad does not match the searcher’s intent?

A

If your ad doesn’t match the searcher’s intent, it will receive fewer clicks, which may not justify the ad spend. The ad’s headline and copy need to align with the keywords and solve the searcher’s pain point.

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31
Q

How can you improve your Quality Score (QS) in Google Ads?

A

Improve QS by ensuring high relevance of keywords, ad copy, and landing page experience. A higher QS results in better ad rank and placement.

32
Q

Why is optimizing your ad landing page important?

A

Optimizing the landing page ensures a seamless user experience, addresses the user’s pain points, and increases the likelihood of conversion after clicking the ad.

33
Q
A
34
Q

Who are the three key participants in a Google Ad auction?

A

The three key participants are the consumer/searcher, the advertiser, and the advertising platform (Google Ads).

35
Q

What cost model is typically used for campaigns with a goal of awareness in Google Ads?

A

The typical cost model for awareness campaigns is “cost-per-mille” (CPM), which refers to the cost per 1,000 impressions.

36
Q

How does the CPC bidding model work in Google Ads?

A

In the CPC model, advertisers bid on specific keywords and set a “maximum bid,” which is the amount they’re willing to pay per click. Ads are shown to users searching for those keywords, and advertisers compete for ad space.

37
Q

What happens when a user searches for a keyword that matches an advertiser’s bid in Google Ads?

A

The advertiser’s ad will appear to that potential customer if the keyword matches what the advertiser has bid on.

38
Q

What happens during a user’s Google search in relation to Google Ads?

A

Google Ads performs a real-time auction to determine which advertisers’ ads should show to the user, based on various factors.

39
Q

What is an “ad asset” in Google Ads?

A

Ad assets are additional content that complements a search ad, such as sitelinks, call buttons, or location information. They incur the same cost-per-click (CPC) as the ad itself.

40
Q

What is a bidding strategy in Google Ads?

A

A bidding strategy is a set of rules and parameters defined by the advertiser to determine the optimal cost per action on ads. Strategies include conversion-based, click-based, and reach-based bidding

41
Q

What does the campaign type in Google Ads determine?

A

The campaign type determines which Google inventory an ad can show on, the available ad formats and assets, and the types of targeting available.

42
Q

What is a keyword in the context of Google Ads?

A

A keyword is a word or phrase that advertisers choose to bid on in Search campaigns. Keywords help match ads with relevant search queries.

43
Q

What are the three types of keyword match types in Google Ads?

A

Broad match, Phrase match, and Exact match

44
Q

What is a landing page in Google Ads?

A

A landing page is the web page a user arrives at after clicking an ad. It should align with the ad’s promise to avoid wasting marketing dollars.

45
Q

What factors contribute to Quality Score in Google Ads?

A

Quality Score is determined by Expected CTR, Ad relevance, and Landing page experience, and is scored from 1 to 10.

46
Q

What does targeting in Google Ads refer to?

A

Targeting involves choosing specific criteria to define and reach a particular audience, such as location, demographics, interests, and more.

47
Q

What are Shopping Campaigns used for in Google Ads?

A

Shopping campaigns allow brands to promote products visually with ads featuring product titles, descriptions, prices, and images on various Google properties.

48
Q

Where can Shopping ads appear?

A

Shopping ads can appear on the search results page, Shopping tab, Google Images, Google Search Network partner websites, and more if using Performance Max campaigns

49
Q

What are Display Campaigns primarily used for?

A

Display campaigns use a combination of image and text assets shown on web pages or apps within the Google Display Network to extend reach or retarget users.

50
Q

What is a Responsive Display ad?

A

A Responsive Display ad uses a mix of headlines, descriptions, images, brand logos, or videos to create an ad format that adjusts to the ideal presentation for each user.

51
Q

What are the primary ad formats for Display Campaigns?

A

The primary ad format is the Responsive Display ad, but Display ads can also appear on YouTube, and advertisers can target specific website categories, apps, or placements.

52
Q

What is the focus of Video Campaigns in Google Ads

A

Video campaigns allow ads to be shown on YouTube and Google video partner websites and apps, with various formats including skippable in-stream ads, non-skippable in-stream ads, bumper ads, in-feed video ads, and outstream ads.

53
Q

What is an outstream ad?

A

An outstream ad appears on Google video partner websites and apps, but not on YouTube, and is available only on mobile and tablet devices.

54
Q

What is the purpose of App Campaigns?

A

App campaigns promote apps across Google properties like Search, Google Play, YouTube, Gmail, and the Google Display Network.

55
Q

What assets are used in App install ads?

A

App install ads use headlines, descriptions, images, videos, and assets from the app store listing.

56
Q

What do Performance Max campaigns offer?

A

Performance Max campaigns provide access to all of Google’s ad inventory and use conversion signals to find and acquire new customers across multiple channels, including YouTube, Display, Search, Discover, Gmail, and Maps.

57
Q

What are Demand Gen campaigns?

A

Demand Gen campaigns, introduced in October 2023, use AI to create visual assets and are aimed at generating action through platforms like YouTube, Discover, and Gmail with formats including short-form videos, carousel ads, and image ads.

58
Q

What should be considered when choosing a Google Ads bidding strategy?

A

Consider the company’s goals, such as specific ROAS, CPA, or conversion rates, average lifetime value (LTV) of a user, cost per acquisition (CPA), and whether customers make repeat purchases.

59
Q

What are the five Smart Bidding strategies?

A

The five Smart Bidding strategies are Target CPA, Target ROAS, Maximize Conversions, Maximize Conversion Value, and Enhanced CPC.

60
Q

What is Maximize Clicks?

A

Maximize Clicks is an automated bid strategy that aims to get the most clicks possible for your budget.

61
Q

What is the difference between CPM and tCPM bidding?

A

CPM (Cost Per Mille) charges based on the number of impressions, while tCPM (Target CPM) allows advertisers to set an average cost per thousand impressions and optimizes for unique reach.

62
Q

What are some benefits of linking Google Analytics and Google Ads?

A

Benefits include integrating campaign click and cost data with conversion data, importing conversions for tracking and bid strategies, and analyzing paths to conversion with other marketing channels.

63
Q

What is an important consideration when using Google tags for conversion tracking?

A

You only need one setup, either Google Analytics or Google tag, to avoid duplicating conversion counts and providing false data.

63
Q

What categories can you link accounts from in Google Analytics?

A

categories such as Conversions, Apps, Customer Match, Lead Export, and Store Sales.

64
Q

Why is matching ad copy with user search intent important?

A

It helps maintain a high CTR, avoids wasting ad spend on irrelevant clicks, and improves Quality Score and Ad Rank

65
Q

What should a strong landing page experience include?

A

It should mirror ad copy, be optimized for site speed (especially on mobile), and have a clear and visible CTA.

66
Q

Why is a negative keyword strategy important in Google Ads?

A

It ensures ads aren’t shown for irrelevant search queries and helps avoid overlap between brand and non-brand searches.

67
Q

How many types of Google Ads are there?

A

Search, Display, Shopping, Video, App, Discovery, Local Services, Performance Max, and Smart.

68
Q

Where do Shopping ads primarily appear?

A

Google Shopping, SERP, Images, Maps, and search partner results.

69
Q

Discovery ads use AI and machine learning to automatically tailor ads across which surfaces?

A

Google Discover, YouTube homepage and Watch Next feeds, and Gmail.

70
Q

What is a key feature of Local Services Ads?

A

They connect with customers directly through the advertising hub and appear on local searches.

71
Q

What distinguishes Performance Max ads from other Google Ads types?

A

Performance Max ads use machine learning and AI to optimize ads across all Google advertising channels.

72
Q

What are Smart ads designed for?

A

Executing goal-centric campaigns that prioritize outcomes rather than specific advertising channels.

73
Q

What are the three levels of Google Ads for managing performance?

A

Account, campaign, and ad group

74
Q

Which Google Ad type is particularly suited for targeting purchase-ready users with visually oriented ads?

A

Discovery ads.

75
Q

How do Performance Max ads optimize across Google’s advertising surfaces?

A

By using machine learning and AI to automatically display ads based on advertiser goals and user behavior.

Account Strategist (2 decks)

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