Module 2.1: Showing your ads

Question 1

What are the different keyword match types?

Answer 1

• Broad match
• Broad match modifier +keyword
• Phrase match “keyword”
• Exact match [keyword]
• Negative match -keyword

Question 2

What’s the difference between normal keyword match types and negative keyword match types?

Answer 2

The main difference is that you need to add synonyms, singular or plural versions, misspellings, and other relevant variations if you want to exclude certain terms.

Question 3

What happens when multiple keywords within the same ad group match a search at the same time?

Answer 3

• AdWords system uses a set of preferences to determine which of your keywords to use.

The preferences rank approximately in the following order:

1. Use a keyword that matches the search term exactly
2. Use an exact match keyword when the keywords are the same
3. Use the keyword that has the highest Ad Rank

Question 4

What is the exception when multiple keywords within the same ad group match a search at the same time?

Answer 4

The exception to the preference rules is when a cheaper keyword has a higher Ad Rank.

(On rare occasions, the system will prefer to use a keyword that is cheaper – meaning it has a lower cost-per-click (CPC) bid – and has a higher Ad Rank.)

Question 5

What happens when multiple keywords within multiple ad groups match a search at the same time?

Answer 5

• AdWords system uses a set of preferences to determine which of your keywords to use.

The preferences rank approximately in the following order:

1. Use a keyword that matches the search term exactly, instead of a keyword that doesn’t
2. Use an exact match keyword when the keywords are the same
3. Use the keyword that has the highest Ad Rank

Question 6

What is the exception when multiple keywords within multiple ad groups match a search at the same time?

Answer 6

• A campaign is limited by budget
• There is a cheaper keyword with a higher Quality Score and Ad Rank
• There are an excessive number of matching keywords

Question 7

Name 5 tips for choosing the right keywords for an Adwords campaign.

Answer 7

1. Think like a customer
2. Organise by theme
3. Be specific
4. Use negative keywords
5. Use the Keyword Planner

Question 8

How does language targeting work?

Answer 8

• Language targeting allows you to choose the language of the sites that you’d like your ads to appear on.
• Your ads can appear for customers who use Google products and third-party websites in the languages that your campaign targets.
• Your campaign always targets searches with a matching interface language

Question 9

How does AdWords detect languages on the Search Network?

Answer 9

• Your campaign always targets searches with a matching interface language, your campaign may also target searches or Google Display Network sites that we detect are written in your target language.
• The default language can be changed via the Settings link on the Google homepage.

For example, A Spanish-speaker living in the United States may want to perform searches on the U.S. domain, Google.com, but could change the interface language setting to Spanish. In that case, he would see ads targeting Spanish instead of English.

Question 10

How does AdWords detect languages on the Display Network?

Answer 10

AdWords may look at the language of the pages that someone is viewing or has recently viewed to determine which ads to show.

This means that we may detect the language from either page that the person had viewed in the past or the page that she is currently viewing.

Question 11

What are the three advanced location targeting options?

Answer 11

• People in, searching for, or who show interest in your targeted location (recommended)
• People in your targeted location
• People searching for, or who show interest in your targeted location

Question 12

What are the three advanced location exclusion options?

Answer 12

• People in, searching for, or who show interest in your excluded location (default)
• People in your excluded location