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Professional Development > Google Search Advertising > Flashcards

Google Search Advertising Flashcards

1
Q

What year was Google founded, and by whom?

A

Google was founded in 1998 by Larry Page & Sergey Prin while they were students at Stanford.

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2
Q

What year did Google go public?

A

Google did an IPO in 2004

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3
Q

What is Google a subsidiary of and what year did this happen?

A

Google became a subsidiary of Alphabet Inc. In 2015 when Google’s various interests were reorganised underneath the overarching company that year.

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4
Q

What is the laymen’s explanation of PPC marketing?

A

PPC marketing stands for Pay-Per-Click marketing. This is where an advertising gets charged by an advertising platform for each time a click on their advertisement happens. The term refers to all all forms of payed advertising online, but is usually used in reference to text advertising on keyword bidding through search engines like Google or Bing. Every time you place an advertisement and somebody clicks on it, you pay for that click which brings that person through to your offer.

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5
Q

What is Google Ads?

A

Google Ads is Google’s advertising platform in which advertisers can utilise 5 different channels to generate leads, sales and build brand awareness for the products, services & brands they’re promoting.

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6
Q

What are the different types of Google Ads?

A
  1. Search
  2. Display
  3. Shopping
  4. Video
  5. Mobile
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7
Q

What are the 3 niche domination strategies for Google?

A
  1. If you can afford to spend even 1 more cent on clicks than your competitors, then sooner or later you will be number 1.
  2. If you can’t be a big fish in a big pond, be a big fish in a little pond.
  3. If you can find a little pocket where competition is thinner, you can chisel your way in.
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8
Q

What are the three types of online searchers?

A
  1. Informational searchers - (TOFU)
  2. Comparison searchers - (MOFU)
  3. Buyers - (BOFU)
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9
Q

What are the the different keyword match types?

A
  1. Broad Match
  2. Broad Match Modified
  3. Phrase Match
  4. Exact Match
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10
Q

What are the three types of PPC strategies?

A
  1. The Maximiser - Fixed budget accounts that demand efficiency with the given budget. Lower costs & more clicks.
  2. The Frontrunner - Typically clients who view their ad spend for branding purposes, and always want to be frontrunner in first place on their own and their competitors keywords.
  3. The Profiteer - Focused on maximising the profitability of the campaigns, with budget typrically increasing to increase profit. The primary goal of this strategy is to make as much profit as possible from the advertising budget that’s spent.
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11
Q

How should you structure your ad groups to keywords?

A

You should create enough ad groups that each of your major keywords has an ad of its own. You should include that major keyword in the headline of the ad for relevancy to the searcher and for quality score.

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12
Q

When and where should you use negative keywords?

A

The should be used to block out traffic at the account, campaign or ad group level.

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13
Q

What is the difference between features & benefits?

A

Features describe what your product or service does.
Benefits are the emotional payoffs that your customer gets from using your product or service. Always structure your copy to show the benefits more so than the features.

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14
Q

What are the steps to writing effective ad copy from scratch?

A
  1. Define the product/service on paper.
  2. Map out the general avatar(s) for the product or service and their demographics/psychographics.
  3. List all the details, features & benefits of the product/service.
  4. Craft headlines, descriptions & extensions containing different variations of features, benefits & call-to-actions all structured around both the keyword and the product/service.
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15
Q

What is the Swiss Army Knife Formula, and how is it used?

A

Swiss Army Knife Formula is a 17 - Point strategy for creating and testing Ad Copy based off of emotional and auditory, kinestethic and visual triggers.

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16
Q

What are the 9 manual ad extensions, and which are the standard 4?

A
  1. Sitelink extensions.
  2. Callout extensions.
  3. Call extensions.
  4. Structured Snippets.
  5. Location Extension.
  6. Price Extension.
  7. Message Extension.
  8. App Extensions.
  9. Review Extensions.
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17
Q

What’s a Google Call Forwarding number?

A

A unique phone number from Google that you can use in your ads to help track calls and messages to your business. Use call extensions or call-only ads with a Google forwarding number to help receive and track phone calls resulting from your ad.

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18
Q

What are the 3 types of Automatic Ad Extensions?

A
  1. Seller Ratings Extension.
  2. Dynamic Sitelinks.
  3. Dynamic Structured Snippets.
19
Q

What are the prerequisites and actions necessary to take to conduct effective remarketing through Google Ads?

A
  1. A privacy policy that includes cookie information, remarketing on third party sites & Google, third party sites will use cookies, Guidance on how to opt out of Google Cookies.
  2. Google Ads Remarketing Code added to your site.
  3. Build audiences in Analytics using the remarketing grid to remarket to.
  4. Create remarketing ads & landing pages for each part of your grid.
20
Q

What’s the golden rule of remarketing ads?

A

Don’t be creepy. Never draw attention to the fact that you’re remarketing to people. Invite them to take the next action step with you without mentioning any previous steps they’ve taken.

21
Q

What is dynamic remarketing?

A

In this scenario Google already has your product feed or your Display assets and can create ads that feature the products your visitors have been looking at.

22
Q

What’s the difference between a stunning ROI & complete failure in PPC?

A

It’s how well you know the options available to you and how well you prepare & implement your strategy.

23
Q

What are the specifications of Sitelink Extensions?

A
  • They’re links to pages on your site
  • Google decides when to show them
  • You’ll typically see 2, 4 or possibly 6
  • 25 characters per headline and 35 per description
  • Best practice is to create at least 6
24
Q

What are the specifications of Callout Extensions?

A
  • Small snippets that highlight addition benefits and features
  • Google decides when to show them
  • You’ll typically see up to 4 at a time
  • 25 characters long
  • Best practice is to create at least 6
25
Q

What are the specifications of Call Extensions?

A
  • Can use phone number or forwarding number in ad
  • You set your hours when you want them to show
  • You’ll pay when someone clicks to call (CPC)
  • Call reporting turned on allows detailed metrics
  • Vanity or premium numbers aren’t accepted
  • Numbers are verifed by Google before extension approved.
26
Q

What are the specifications of Structured Snippets?

A
  • Range of values shown for a chosen attribute
  • Google decides when to show them
  • Can see up to two on desktop and one on mobile or tablet
  • Up to 25 characters per headline
  • Best practice is to create up to 4 per value
27
Q

What are the specifications of Review Extensions?

A

Use reputable third parties such as Yelp to show your reviews on their site.
Use the URL of the web page that contains your review.
Get this approved, then you get 67 characters to paraphrase your review.

28
Q

What’s a Sitelink Extension?

A

These extensions show underneath your ads and point to different areas of your site.

29
Q

What’s a Callout Extension?

A

Callout extensions. These appear near the bottom of your text ad and offer additional ad copy.

30
Q

What’s a Call Extension?

A

Call Extensions allow you to use your phone number or your Call Forwarding number in your text ads as an extension. It is not mandatory to use a Call Forwarding number but more beneficial as you can track conversions and see more data.

31
Q

What’s a Structured Snippet?

A

Similar to Callout Extensions, only more restrictive. You choose from a group of attributes based on what you sell or what is most suitable - types, brands, locations, courses, models etc.

32
Q

What’s a Location Extension?

A

Allows you to show your address next to your ad.

33
Q

What’s a Price Extension?

A

Allows you to list your product’s pricing below your ad.

34
Q

What’s a Message Extension?

A

These allow users to click the extension to automatically open up their SMS messaging app to text your business from your ad.

35
Q

What’s an App Extension?

A

This extensions allows a person to click on the app link in your add and to be taken directly to the Google Play Store or Apple App Store in Google.

36
Q

What’s a Review Extension?

A

Allows you to show a paraphrased 67 character snippet of a review you’ve received from reputable third party sites such as Yelp or Trip Advisor.

37
Q

What’s the Golidlocks Theory in Google Text Ads?

A

Google searchers do not respond well to hype. Nor do they respond to messages that are too plain. What works is something in the middle. Write intriguing, yet not pushy ads that best answer the intent of what the majority of the individual’s are searching for with a particular Search Term (Keyword).

38
Q

What are the 4 things to remember for best practice in Google Search Ads Copy?

A
  1. Include your keywords in your ad text.
  2. Keep ad copy directly relevant to search intent of keyword.
  3. Highlight benefits then features as it makes sense.
  4. Include strong CTA
  5. Utilise all of your real estate
39
Q

What is a Seller Ratings Extension?

A

If your product or service is featured and reviewed on a well-known review sites Yelp, Pricegrabber, Shopzilla, etc, Google will compile the results and show your average rating out of 5.

40
Q

What are Dynamic Sitelink Extensions?

A

These are sitelinks that Google writes for you and shows in your ad when Google chooses.

41
Q

What are Dynamic Structured Snippets?

A

These are structured snippets that Google writes for you and shows in your ad when Google chooses.

42
Q

What’s the PPC success formula?

A

Visitor expectations + ad text + landing page = higher message match = lower CPC’s and CPL’s.

43
Q

What does close match variant mean?

A

Google will match search queries that they deem are similar or related to your targeted keyword and keyword type.

44
Q

What are the 6 essential elements of a power USP?

A
  1. Buyer
  2. What you sell
  3. Angle
  4. Does not do
  5. Time frame
  6. Guarantee

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