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
You want to offer a teaser of an upcoming product launch and generate curiosity around the new product. So, you decide to use non-skippable YouTube video ads.
Which YouTube ad format can be up to six seconds long and can’t be skipped?
Choose ONE option.
Bumper
Audio ads
TrueView In-stream
Brand Takeover ads
Bumper
What are the types of targeting available for display and video campaigns?
Choose TWO options.
Budget
Customer value
Content
Audience
Content
Audience
You are running a display and video campaign for your company’s line of discounted children’s clothing and have been tasked by the CMO to primarily target mothers on a low income.
What type of audience targeting option should you use in this situation?
Choose ONE option.
Demographic
Affinity audiences
In-market audiences
Custom audiences
Demographic
You are running a campaign for your company’s new luxury holiday deals. You decide to show display ads next to content on ’premium travel destinations’ and ‘luxury holidays’.
What type of content targeting option should you use in this situation?
Choose ONE option.
Keywords
Topics
Placements
Keywords
The CMO at your company has asked you to show ads to previous visitors of the company’s website who viewed items in the site’s clearance sale.
Which remarketing option in Google Ads enables you to show ads for specific products or services to people who have previously viewed these items on your website?
Choose ONE option.
Email-list remarketing
Video remarketing
Dynamic remarketing
Standard remarketing
Dynamic remarketing
Which software can you use to make quick bulk changes to Google Ads accounts and get a comprehensive snapshot of all your campaigns in a concise view?
Choose ONE option.
Google Analytics 4
Google AdSense
Google Ads Editor
Google Search Console
Google Ads Editor
You are reporting on paid search campaigns to the CMO, and are deciding on the KPIs to use.
What KPIs are typically used to measure the success of paid search campaigns?
Choose THREE options.
Awareness
Bounce rate
Dwell time
Conversion traffic
Brand impressions
Awareness
Conversion traffic
Brand impressions
Question
The company’s CMO noticed that you are tracking conversions as part of your reporting dashboard and asked you about its value to the reporting system.
What is the value of conversion tracking?
Choose TWO options.
Responses
It measures valuable click actions generated on a website
It monitors user engagement on a website
It helps to determine if a campaign is profitable or scalable
It monitors the most visited pages of a website
It measures valuable click actions generated on a website
It helps to determine if a campaign is profitable or scalable
A range of metrics can be used to measure the success of paid search campaigns.
Match the metric with its correct description.
Drag each option to the correct target.
Number of valuable actions that result from PPC or display activity
The average price paid for each click in a campaign
Cost for serving a batch of 1,000 impressions
Total cost of generating traffic divided by the total number of conversions
Percentage of impressions that lead to a click
Percentage of clicks that turned into conversions
Cost per conversion
Conversions
Cost per impression
Conversion rate
Cost per click
Clickthrough rate
Number of valuable actions that result from PPC or display activity
-Conversions
The average price paid for each click in a campaign
-Cost per click
Cost for serving a batch of 1,000 impressions
-Cost per impression
Total cost of generating traffic divided by the total number of conversions
-Cost per conversion
Percentage of impressions that lead to a click
-Clickthrough rate
Percentage of clicks that turned into conversions
-Conversion rate
As the one responsible for managing the advertising budget for your company’s Google Ads campaigns, your goal is to optimize your daily spend and ensure effective allocation of funds.
What practices can you use to manage your advertising budget efficiently?
Choose TWO options.
Adding low-volume keywords to the same campaign as high-volume keywords
Controlling the daily spend at the campaign level
Capping spending by focusing on low-traffic keywords
Using a budget tracker to track spending
Controlling the daily spend at the campaign level
Using a budget tracker to track spending
Your CMO has asked you to justify your spending on clicks during the latest campaign, as they are not familiar with the inner workings of Google Ads.
What are the key factors that determine how much a click costs in a Google Ads bid auction?
Choose FOUR options.
Estimated CTR of the landing page
Quality score of the landing page
Inclusion of ad extensions and extension types
Quality score of keywords and ads
Max CPC bid of competitors
The variety of CTAs on the landing pa
Estimated CTR of the landing page
Quality score of the landing page
Quality score of keywords and ads
Max CPC bid of competitors
You are reviewing your campaign’s performance during the last two quarters in an effort to optimize current and future campaigns.
How can you use performance metrics and KPIs to optimize display and video campaigns?
Choose FOUR options.
Group top-performing display audiences in the same campaign as low-performance audiences
Test different keywords, targeting options, and bid strategies
Adjust budgets in line with performance
Group related high-performing keywords into ad groups
Group top-performing keywords in the same campaign as low-performance keywords
Rotate your creative
Test different keywords, targeting options, and bid strategies
Adjust budgets in line with performance
Group related high-performing keywords into ad groups
Rotate your creative
Your marketing team members are curious as to why you have recently linked your company’s Google Ads account with a Google Analytics (GA4) account.
What can you tell them are the benefits of linking GA4 with Google Ads?
Choose FOUR options.
Access exclusive ad placements on Google Search
Understand what happens after people click your ad
Compare paid search channels to other channels
Understand the performance of ads on other networks such as Meta and LinkedIn
Measure return on ad spend for ecommerce
Enhance your reporting
Understand what happens after people click your ad
Compare paid search channels to other channels
Measure return on ad spend for ecommerce
Enhance your reporting
