GoogleAds Search Bidding Flashcards
What’s a bid?
The price an advertiser decides that they are willing to pay for an ad space.
Bidding is for all Google platforms. T/F
True
What are the types of bidding available?
- Cost Per Click 2. CPM
How are you charged for CPC bids?
You are charged only when someone clicks on your ad.
What type of bid is it when you pay only when someone clicks on your ad?
Cost per click
What is CPM?
You pay for every 1000 times your ad has been put in front of users whether the user clicks it or not.
What is the only network that uses CPM bidding?
The display network
What bid strategy will you use if you choose to advertise using videos?
Cost per viewing or CPV
Target CPA is also called ______________ bidding.
Cost per acquisition bidding.
Conversion based bidding means you only pay when _________________ happens.
A conversion
____________ is a fully automated bid strategy where advertisers set a target cost per conversion, and then Google adjusts bids to generate as many conversions as possible at that CPA.
Target CPA (cost per acquisition)
Your goal is to have potential customers give you their email address so you can email them more info about your product. What’s your bid strategy?
CPA.
What’s automated bidding?
You set a daily budget for your campaign and AdWords decides for you what your CPC for your ads should be
What is the advantage of automated bidding?
It brings the most clicks for your ads for your budget across your entire campaign. .
How does manual bidding work?
You set the bids for every ad or keyword in your campaign manually.
Why bid manually?
So you can bid most for the ads or keywords that matter most to you.
When using a CPV bid strategy you can use _______
smart bidding
What is target Impression Share?
With this bidding strategy, Google Ads will automatically set your bids to help achieve your Impression Share goal. For example, if you choose an Impression Share target of 65% on the absolute top of the page, Google Ads will automatically set your bids to help show your ads on the absolute top of the page 65% of the total possible amount of times they could show.
If your campaign is targeting just the Search Network and your main goal is to increase your brand visibility, consider using _____________________.
Target Impression Share.
If you’re mostly interested in getting your name or logo in front of lots of people, then use ________ bidding strategy.
CPM
If you want to optimize for conversions, you can use ____________ to help increase conversions while targeting a specific cost-per-acquisition (CPA).
Target CPA
If you want to optimize for conversion value, you can use ___________ to help increase conversion value while targeting a specific return-on-ad-spend (ROAS).
Target ROAS
If you want to optimize for conversions, but just want to spend your entire budget instead of targeting a specific CPA, you can use ______________________
Maximize Conversions
If you want to automatically adjust your manual bids to try to maximize conversions, you can use _________
ECPC. It’s an optional feature you can use with Manual CPC bidding.
________is a Google Ads Smart Bidding strategy that sets bids to help get as many conversions as possible at or below the target cost-per-action (CPA) you set.
Target CPA
How does target CPA work?
It uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for each and every auction. bidding works and what its settings are.
Where is target CPA available?
Available as either a standard strategy in a single campaign or as a portfolio strategy across multiple campaigns.
What’s a portfolio strategy?
An automated, goal-driven bid strategy that groups together multiple campaigns, ad groups, and keywords.
Portfolio bid strategies automatically set bids to help you reach your performance goals.T/F
True
Portfolio bid strategies include which three Smart bidding strategies?
Target CPA, Target ROAS, and Enhanced CPC
______________ the central location for managing your portfolio bid strategies and tracking their performance.
Your shared library
Use the ____________ pages to add items to a portfolio bid strategy.
Campaigns, Ad groups, and Keywords
___________ ads and ___________ ads offer CPC bidding.
Search
Display
If your main goal is to have people visit your website, then ________ are a good place to start.
clicks
Using __________bidding, you’ll pay only when someone actually clicks on your ad and comes to your site.
cost-per-click (CPC)
Smart Bidding is a subset of automated bid strategies that use machine learning to optimize for conversions. T/F
True
________ lets you bid based on a target return on ad spend (ROAS).
Target ROAS
2 benefits of Target ROAS bidding are ______
- more conversion value/revenue at the target return-on-ad-spend (ROAS) you set.
- Your bids are automatically optimized at auction-time, allowing you to tailor bids for each auction.
How does target ROAS work?
Google Ads predicts future conversions and associated values using your reported conversion values, which you report through conversion tracking. Then, Google Ads will set maximum cost-per-click (max. CPC) bids to maximize your conversion value, while trying to achieve an average return on ad spend (ROAS) equal to your target.
What is maximum cost per click?
It’s the price that you pay/bid for one click/visit to your Website.
How does Google decide who wins the bidding auction and where to place the winning ad(s)?
- Maximum bid. 2. Ad quality 3. Ad relevance 4. Your landing page.
Google uses an ___________ to rank the ads that appear in the search results page and to determine the cost for each ad click.
auction system
Ad relevance refers to ad copy that is _____________
closely related to what users are searching for
What does an actual auction look like?
We have four advertisers competing for space on the search results page. Each advertiser has placed a maximum bid. The bids are $4, $3, $2, and $1. Traditional auctions would give best space to highest bidder. Google uses a second price auction.
What’s a second price auction?
When the buyer doesn’t have to pay the full bid to get the premium space. They only have to pay the amount of the next highest bidder below them. For example, the $4 bidder in the example above would only have to pay $3. The same applies to all advertisers in the hierarchy.
What’s the benefit of the second price auction?
Users have to pay just enough to beat the competition.
Why doesn’t Google base the auction on bids alone?
They want to show the most relevant ads on a higher position on the results page because that’s what users want to see.
What is expected click through rate?
Google’s prediction of how often an ad will be clicked on when it is shown.
Why does Google use click through rate to determine ad position in it’s ad auction?
Click through rate tells Google what users really respond to.
Users vote for the best ads with each __________
click
User’s clicks tell Google which ads are best for each ________________
Search query
Why does Google use landing page as one of the parameters to decide how high an ad is placed?
Highly relevant landing page helps users find what they are looking for.
What does Google consider a good landing page?
- Content most relevant and original. 2. Content helps users complete their task. 3. Easy to navigate 4. Transparent about the nature of your business/use of personal info.
How does Google determine ad relevance?
It analyzes the language in your ads to determine how close it relates to the search query.
The ratio of users search words to words advertiser uses in ad and on landing page equals __________
relevance
Which 4 things determine the quality of your ad?
- expected click through rate. 2. ad relevance 3. landing page experience. 4. Ad formats
What’s an ad format?
Any enhancements added to your ad that more prominently show users information about your business.
Why are ad formats important?
They impact your click through rate/user votes.
Examples of ad formats are ______________
headlines, phone number, url
Ad extensions/formats give users more ________
information and reason to click on an ad
What’s ad rank?
It’s a score made up of quality factors such as:
- clickthrough rate
- the landing page
- ad relevancy
- expected impact of ad formats/extensions
What does it mean that “Google uses a variation of a second price auction?”
It means that advertisers have to pay just enough to beat the competition. They only pay when they actually receive a click.
Ad rank could also be called _________
quality score
Quality score is made up of ___________
- click through rate 2. landing page experience 3. ad relevance 4. ad format and extensions
Define ad formats
Visual enhancements to search ads that more prominently display information about your business, such as a phone number, or your website’s domain in the headline.
Ad rank/quality score determines ___________
where your ad shows up on the results page
Only ads with high enough ad rank appear at all. T/F
True
In the above example. the $2 bid could appear above all of the other ads. T/F
True
Ad formats = higher ad rank.
True
The $4 advertiser could get the lowest position on the page. T/F
True
How much do you actually pay per click?
The minimum amount that’s necessary to beat the ad just below you.
How can advertisers influence the auction?
By improving their quality or by adding ad formats.
What are ad extensions?
Extensions expand your ad with additional information—giving people more reasons to choose your business. They typically increase an ad’s click-through-rate by several percentage points. Extension formats include call buttons, location information, links to specific parts of your website, additional text, and more.
What are ad formats?
The text ads that appear alongside Google search results are just one type of ad format you can create with Google Ads. You can also promote your products and services with video ads, image ads, app or digital content ads, and more.
Improving your ad rank (ie: making a better landing page) could potentially let an advertiser pay lower than their actually bid in the first place to beat the advertiser below her. T/F
True
An advertiser bids $3.50 to get to the highest position on the page (assuming all other factors stay the same). The person directly below her paid $2.50. What would she actually pay per click?
$2.51
When users see better ads, they are more likely to click on those ads. T/F
True
What 2 questions do I need to ask to decide on an over all budget for your campaign?
- How much is a click worth to me (CPC)? 2. What is the maximum amount I want to spend each day?
You can change your daily budget in settings at any time. T/F
True.
You should follow the recommended budget. T/F
True
What is key word bidding?
Keyword bidding is the process of assigning bid amounts that to specific advertising messages that are associated with a key word that will be used in an a search process. When the criteria is matched (such as matching a search word in an online search), the bid amounts are reviewed and the highest bids are selected.
Your most important keywords should have an “average position”-a metric that you can look at in your account- between 1-8. T/F
True
What might happen if your average position is below 8>
Your ad might not appear on the first page of the Google search results when searching for a particular word or phrase.
You may be able to increase your ads placement by increasing your bid for your most important keywords. T/F
True
A low daily budget could limit your visibility. T/F
True
A low daily CPC could limit your visibility. T/F
True
Define conversion.
describes anything from making a purchase, to liking a brand on Facebook.
Define acquisition
Acquisition is centered solely on making somebody a customer.
