Module 2: Setting up an AdWords campaign (PART 1)

Question 1

What are the three main types of AdWords campaign?

Answer 1

1. Search Network only
2. Display Network only
3. Search Network with Display Select

Question 2

What is a Search Network only campaign?

Answer 2

A campaign where your ads can appear throughout sites on the Google Search Network.

Question 3

How does a Search Network only campaign work?

Answer 3

This campaign type works by linking your AdWords keywords to the words or phrases someone uses to search on Google, then showing relevant text ads on search results pages.

Question 4

What is a Display Network only campaign?

Answer 4

A campaign where your ads can show throughout the Google Display Network.

Question 5

How does a Display Network only campaign work?

Answer 5

This campaign type works by matching your ads — including text, image, rich media, and video ads —

to websites and other placements, like YouTube and mobile apps, with content related to your targeting.

Question 6

What is a Search Network with Display Select campaign?

Answer 6

A campaign which shows your ads — including text, image, rich media, and video ads —

with search results on the Google Search Network and relevant placements within the Display Network. With this option, your budget is shared across both networks.

Question 7

What are the three layers of AdWords?

Answer 7

1. Account
2. Campaigns
3. Ad groups

Question 8

What is controlled at the “campaign” level of AdWords

Answer 8

• How much you’re willing to spend on clicks, impressions, or conversions from your ads
• Networks and geographical locations where you want your ads to show
• Other top-level settings that affect your ad groups

Question 9

What are the four different ways which you can use AdWords to show your ads?

Answer 9

1. Keyword targeting
2. Display Network targeting
3. Location and language targeting
4. Device targeting

Question 10

How do keyword match types work?

Answer 10

• Keyword match types control which searches trigger your ad.
• Each match type, which is specified by a special symbol, will trigger your ad to show for a customer’s search in different ways.

Question 11

Name five different match types.

Answer 11

1. Broad match
2. Broad match modifier
3. Phrase match
4. Exact match
5. Negative match

Question 12

What is the special symbol for a Broad match, keyword match type?

Answer 12

There is no special symbol

Question 13

What is the special symbol for a Broad match modifier, keyword match type?

Answer 13

+keyword

Question 14

What is the special symbol for a Phrase match, keyword match type?

Answer 14

“keyword”

Question 15

What is the special symbol for an Exact match, keyword match type?

Answer 15

[keyword]

Question 16

What is the special symbol for a Negative match, keyword match type?

Answer 16

-keyword

Question 17

When will your ad show if you’re using a Broad match, keyword match type?

Answer 17

Ads may show on searches that:

include misspellings, synonyms, related searches, and other relevant variations

Question 18

When will your ad show if you’re using a Broad match modifier, keyword match type?

Answer 18

Ads may show on searches that:

contain the modified term (or a close variation, but not synonyms), in any order

Question 19

When will your ad show if you’re using a Phrase match, keyword match type?

Answer 19

Ads may show on searches that:

are a phrase (or close variation)

Question 20

When will your ad show if you’re using an Exact match, keyword match type?

Answer 20

Ads may show on searches that:

are an exact term (or a close variation)

Question 21

When will your ad show if you’re using a Negative match, keyword match type?

Answer 21

Ads may show on searches that:

are searches without the term

Question 22

What are the three categories of Display Network Targeting?

Answer 22

1. Contextual targeting: Match relevant site content
2. Audiences: Reach specific groups of people
3. Managed placement targeting: Select specific websites and apps

Question 23

What are the two types of contextual targeting?

Answer 23

1. Keywords: AdWords looks for sites with content related to your keywords where it can show your ads.
2. Topics: this lets you place your ads on website pages about the topics that you choose.

Question 24

What are the four types of audience specific targeting?

Answer 24

1. Audiences: Depending on your advertising goals, you can choose the audience that best matches your prospective customers.
2. Interest categories: This allows you to reach people interested in products and services similar to those your business offers.
3. Remarketing: This option can help you reach people who’ve previously visited your website while they visit other sites on the Display Network.
4. Demographics: This option allows you to reach people who are likely to be within the age, gender, and parental status demographic groups that you choose.