Module 1: Understanding the value of online advertising

Question 1

What are the four key benefits of online advertising and Adwords?

Answer 1

1. Target your ads
2. Control your costs
3. Measure your success
4. Manage your campaigns

Question 2

What is Adwords?

Answer 2

AdWords allows you to take advantage of the benefits of online advertising:

• show your ads to the right people
• in the right place
• and at the right time

Question 3

In what 5 ways can you target your ads?

Answer 3

• Keywords
• Ad location
• Age, location, and language
• Days, times, and frequency
• Devices

Question 4

What is MCC?

Answer 4

My Client Center. A manager account tool that lets you easily view and manage all of your AdWords accounts from a single location.

Question 5

What is unique about the Adwords Editor?

Answer 5

• You can manage your AdWords account offline

- It’s a free, downloadable desktop application that allows you to quickly and conveniently make changes to your account

Question 6

What are the functions of the Adwords Editor?

Answer 6

• You can download your account information
• Edit your campaigns offline and then upload your changes to AdWords.
• You can use AdWords editor to manage, edit, and view multiple accounts at the same time, copy or move items between ad groups and campaigns, and undo and redo multiple changes while editing campaigns.

Question 7

Name Google’s two advertising networks

Answer 7

1. Google Search Network

2. Google Display Network

Question 8

What types of network are included in the Google Search Network?

Answer 8

• Google Search
• Other Google sites such as Maps and Shopping,
• Hundreds of non-Google search partner websites that show AdWords ads matched to search results.

Question 9

What does Google’s Search Network help advertisers to do?

Answer 9

• Show their text ads next to Google search results

- Reach customers actively searching for their specific product or service

Question 10

What types of network are included in the Google Display Network?

Answer 10

• The Display Network includes a collection of Google websites like Google Finance, Gmail, Blogger, and YouTube,
• Partner sites, mobile sites and apps that show AdWords ads matched to the content on a given page.

Question 11

What does Google’s Display Network help advertisers to do?

Answer 11

• Use appealing ad formats to reach a wide range of customers with broad interests
• Build brand awareness and customer loyalty
• Increase engagement with customers
• Choose more specifically where their ads can appear, and to what type of audience

Question 12

What is the maximum cost-per-click (max. CPC)?

Answer 12

A bid that you set to determine the highest amount that you’re willing to pay for a click on your ad.

Question 13

What are “placements”?

Answer 13

Locations on the Display Network where your ad can appear.

Examples include relevant websites and apps that partner with Google to show ads.

Question 14

What are “text ads”?

Answer 14

A common kind of search network ad

Text ads are made up of headline text, a description, and a display URL.

Question 15

What are “ad extensions”?

Answer 15

They prominently display information about your business, such as;

• a phone number,
• location, or
• links to other pieces of relevant content from deeper within your sitemap.

Question 16

What types of ad formats can you use on the Display Network?

Answer 16

• Text ads
• Image ads
• Rich media ads
• Video ads

Question 17

How do ads show on mobile phones?

Answer 17

• Text ads can appear when people search on Google and other Search Network websites from their mobile devices.
• Text, image, and video ads can appear on Display Network websites when people visit these sites from a high-end mobile device (such as iPhones, Android devices).

Question 18

What is a “quality score” in relation to ads?

Answer 18

Quality score is an estimate of the quality of your ads, keywords, and landing pages.

Higher quality ads can lead to lower prices and better ad positions.

Question 19

What is an “ad rank”?

Answer 19

• A value that’s used to determine your ad position (where ads are shown on a page) and whether your ads will show at all.

Question 20

How are ad ranks calculated?

Answer 20

Ad Rank is calculated using;

• your bid amount,
• the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience), and
• the expected impact of extensions and other ad formats.

Question 21

What does CTR stand for?

Answer 21

Click through rate

Question 22

What are the differences between the ad rank and quality score?

Answer 22

• Quality Score is intended to give you a general sense of the quality of your ads, but doesn’t take into account any auction-time factors, such as someone’s actual search terms, type of device, language preference, location, or the time of day.
• Ad Rank, however, does take into account auction-time factors and determines where your ad appears on the page or whether it appears at all

Question 23

What are the three main Adwords bidding strategies?

Answer 23

1. Cost per click (CPC)
2. Cost-per-thousand impressions (CPM)
3. Cost-per-acquisition (CPA)

Question 24

What is the main focus of Cost per click (CPC)?

Answer 24

Encouraging clicks on your ads and drive traffic to your website

Question 25

What is the main focus of Cost-per-thousand impressions (CPM)?

Answer 25

Focus on impressions — the number of times your ad shows — and increase awareness of your brand.

Note that CPM bidding is available for Display Network campaigns only.