Module 5- Paid Search (PPC) and Display Advertising Flashcards
Your company’s growing marketing department has increased its budget, and it plans to invest in paid ads in addition to its existing SEO efforts.
What are the characteristics of paid search that differentiate it from search engine optimization (SEO)?
Choose TWO options.
Paid search allows you to choose specific keywords for top Google search results
Paid search requires paying a fee only when someone clicks on your ad
Paid search eliminates the need for any keyword research
Paid search involves creating website content to improve search engine ranking
Paid search allows you to choose specific keywords for top Google search results
Paid search requires paying a fee only when someone clicks on your ad
Search engines have evolved to become a very influential part of consumers’ purchase decision journey.
What stage of the purchase decision journey is heavily affected by PPC and SEO, and comes after a consumer has identified a need or a want?
Choose ONE option.
They purchase
They evaluate alternatives
They decide to purchase
They search for solutions
They search for solutions
You are responsible for your company’s first paid search campaign, and you want to ensure that campaign’s key elements are aligned with the needs of the target audience defined by the chief marketing officer.
How can you ensure that the key elements of the paid search campaign are aligned with consumer needs?
Choose THREE options.
Design landing pages that facilitate taking action
Design landing pages that provide information on the company’s background and history
Write ads that address the consumers’ search queries
Write ads in a vague language to capture search traffic
Choose keywords used by searchers
Design landing pages that facilitate taking action
Write ads that address the consumers’ search queries
Choose keywords used by searchers
Google Ads is most commonly associated with paid search, but it offers many other uses to marketers and advertisers.
What are the common uses of Google Ads?
Choose THREE options.
Running Google display campaigns and other forms of ads
Running ecommerce shopping campaigns
Running YouTube video ads
Running sponsored ads on LinkedIn
Running banner ads on Instagram
Running Google display campaigns and other forms of ads
Running ecommerce shopping campaigns
Running YouTube video ads
You are managing a paid search campaign for a new line of luxury watches. The chief marketing officer emphasizes the importance of targeting a specific audience that values high-end products.
How can you ensure that the key elements of your paid search campaign align with the needs of a high-end audience?
Choose TWO options.
Use phrase match to ensure your ad appears only for searches closely aligned with the product’s luxury status
Choose an exact match list of keywords to capture visitors interested in luxury products
Include negative keywords such as “free” and “cheap” to filter out irrelevant searches
Choose a broad match keyword to maximize reach and capture all possible traffic
Use phrase match to ensure your ad appears only for searches closely aligned with the product’s luxury status
Include negative keywords such as “free” and “cheap” to filter out irrelevant searches
Keywords are one of the three foundational elements of a paid search campaign.
Why are keywords important when creating a paid search campaign?
Choose TWO options.
Keywords facilitate ‘set-and-forget’ ads management for ease of use
Keywords improve hashtag search visibility on social media platforms
Keyword selection helps advertisers to target ads to a specific audience
Keywords are what consumers enter into a search engine to find a product or service
Keyword selection helps advertisers to target ads to a specific audience
Keywords are what consumers enter into a search engine to find a product or service
You are preparing for a campaign to promote your company’s outdoor adventure gear and hiking equipment. You plan to target the keywords “Outdoor adventure gear” and must decide on the match type for the keywords.
Match each search example to the correct match type.
Drag each option to the relevant target.
Phrase match
Broad match
Exact match
Best hiking trails near me
Buy outdoor adventure gear online
Outdoor adventure gear
Phrase match
Buy outdoor adventure gear online
Broad match
Best hiking trails near me
Exact match
Outdoor adventure gear
You are a digital marketer in a company that sells a wide range of products in different product categories, and you are often running multiple paid search campaigns on Google Ads.
How can you use Google Ads to effectively organize and manage the different keyword lists you are using?
Choose TWO options.
Track what competitors are spending on keyword research using campaigns
Reveal insights on search patterns for different target demographics using ad groups
Group keywords into similar themes using ad groups
Ensure that there are between 1 and 15 keywords in an ad group
Group keywords into similar themes using ad groups
Ensure that there are between 1 and 15 keywords in an ad group
As a search marketer, you spend a lot of your time researching keywords and using Google Keyword Planner. You now want to explain to your team why this is the case.
What are the benefits of using Google Keyword Planner when researching keywords for a PPC campaign?
Choose TWO options.
It reveals the keywords that competitors are targeting and enables you to outbid them
It suggests keyword ideas
It shows keyword search volume trends
It ranks keyword selections according to their average bid value by default
It suggests keyword ideas
It shows keyword search volume trends
When managing a Google Ads campaign, what are the basic PPC principles around budgets and bids that you should consider?
Choose FOUR options.
Ads will keep showing until the daily budget limit is reached
Use automated bidding to utilize factors like searcher browsing history and past campaign performance
A bid is the amount you are willing to pay for a click, which can be automated or set manually
Use impressions share bidding strategies to drive conversions and sales
Set your daily budget to determine the maximum amount you are willing to spend on a campaign each day
Ensure that your bid is equal to your daily budget
Ads will keep showing until the daily budget limit is reached
Use automated bidding to utilize factors like searcher browsing history and past campaign performance
A bid is the amount you are willing to pay for a click, which can be automated or set manually
Set your daily budget to determine the maximum amount you are willing to spend on a campaign each day
You’re a digital marketer working for a small fashion ecommerce store. Your team has decided to launch a new paid search campaign using Google Ads to promote the summer collection.
What campaign elements need to be configured in Google Ads to set up an optimized summer collection paid search campaign?
Choose TWO options.
Create one ad for each identified keyword
Target a worldwide audience to maximize sales
Utilize ad assets such as links to your summer collection page
Target your local location using local language
Utilize ad assets such as links to your summer collection page
Target your local location using local language
Well-written ad copy drives more clicks on PPC ads.
What are best practices when creating PPC ad copy?
Choose FOUR options.
Include ad assets, such as quick links to your web pages
Only use keywords in the ad copy
Include a number of keywords and a CTA
Include related keywords from the same ad group
Stay within character limits
Use exclamation marks and capitalization
Include ad assets, such as quick links to your web pages
Include a number of keywords and a CTA
Include related keywords from the same ad group
Stay within character limits
As a digital marketer for a small ecommerce business, you are trying to convince your marketing team to supplement the existing current paid search ads with display and video advertising, as they both offer different benefits.
Place each benefit in the correct category.
Choose the correct category for each option.
- Paid Search
- Display and Video
Used to reach people at the end or near the end of the buyer’s journey
Is used to generate awareness
Used to reach people at any stage of the buyer’s journey
Shows ads to people who are actively seeking a product
- Paid Search
Shows ads to people who are actively seeking a product
Used to reach people at the end or near the end of the buyer’s journey - Display and Video
Is used to generate awareness
Used to reach people at any stage of the buyer’s journey
Google offers several types of campaign on the Google Display Network (GDN).
Match each campaign type to the relevant description.
Drag each option to the relevant target.
Ads are shown on Google Search, Shopping, Gmail, YouTube, and other Google properties based on automated targeting options.
Ads are shown on YouTube based on audience targeting or content choices.
Ads are shown as native ads on Google properties like Gmail, YouTube, and the Chrome home screen.
Ads are shown on websites and mobile apps related to the interests of the business or customers.
Display
Video
Discovery
Performance Max
Ads are shown on Google Search, Shopping, Gmail, YouTube, and other Google properties based on automated targeting options.
-Performance Max
Ads are shown on YouTube based on audience targeting or content choices.
-Video
Ads are shown as native ads on Google properties like Gmail, YouTube, and the Chrome home screen.
-Discovery
Ads are shown on websites and mobile apps related to the interests of the business or customers.
-Display
The members of your team are curious as to why you always prefer to create responsive ads in the Google Ads interface itself as opposed to working with a graphic designer.
What can you tell them are some of the benefits of creating and using responsive display ads on the Google Display Network?
Choose TWO options.
Ads are locked and cannot be edited once created
They are restricted to images to ensure format consistency
Images for responsive ads are usually taken from your website
They allow for the creation of multiple ad sizes for different placements
Images for responsive ads are usually taken from your website
They allow for the creation of multiple ad sizes for different placements
