GSK Search

Question 1

What are the three keyword cluster buckets and what are the corresponding % of impression share goals?

Answer 1

Participate: 10-50%; Compete: 50-75%; Own: 75-100%

Question 2

Describe the OCP Framework.

Answer 2

It compiles all keyword territories and prioritizes them based on brand objectives and opportunities. Depending on what bucket they fall into, Own, Compete, Participate, the brand will allocate more or less resources.

Question 3

What are the 5 layers to a winning account structure?

Answer 3

Account, Campaign, Ad Group, Keywords, Messaging

Question 4

What determines ad rank in search?

Answer 4

The best combined CPC Bid and Quality Score gets the best position

Question 5

What are the 5 main factors that go into quality score?

Answer 5

Historical Performance, CTR, Ad relevance, Landing Page Experience, Keyword Relevance

Question 6

What are the 3 ways to identify new keywords?

Answer 6

Broad Match Modifier; Search Terms Reports; Keyword Planner

Question 7

How can you be more efficient with Negative Keywords?

Answer 7

Create a central negative keyword list that can easily be applied to all campaigns.

Question 8

Explain the difference between the keyword 3 match types?

Answer 8

Exact: only change is word order; Phrase: will show in exact order but may have additional words before or after; Broad Match Modifier: may contain other words and modified keyword.

Question 9

What are 4 examples of ad extensions?

Answer 9

Site Link Extensions; Call Outs; Affiliate Location Extention

Question 10

What are 4 considerations to take into account when implementing bid strategy?

Answer 10

Average Position(automated bid optimization); Mobile Bid adjustments; geo-location targeting; time of day