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Google Ads > Search Ads > Flashcards

Search Ads Flashcards

1
Q

What are the three core principles of Google Ads?

A

Relevance, Control, & Results

relevance: helps advertisers connect with right people at right time with the right message.
control: complete control over budget.
results: pay only for clicks to website or calls to business

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2
Q

What should advertising campaigns center around?

A 
Business objectives
examples:
- driving sales
-  getting leads
- increasing website traffic
-influence consideration
- build awareness
- promote an app
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3
Q

What two things does your ad campaign selection determine?

A
  • Where ads appear

- Format in which they are displayed

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4
Q

Main types of Google Ads Campaigns

A 
Search
Display
Video
Shopping
App
Specialized (include local, hotel & discovery)
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5
Q

Where does a Search campaign appear and what is its best use?

A
  • Appears next to Google search results, and on other partner sites, when people are looking for a business like yours.
  • Get potential customers to notice your brand, consider products & take acion
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6
Q

Where does a Display campaign appear and what is its best use?

A
  • Can reach 90% of people on the internet through a network of more than 2 million sites & apps; adds get matched to content related to your biz or customer’s interests.
  • Used to increase exposure and reach audiences with specific interests across the web.
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7
Q

Where does a Video campaign appear and what is its best use?

A
  • Shows ads within other streaming video content on YouTube & across Google’s network of websites & apps
  • Brings story to life. Can reach audience at scale and capture their attention.
  • Only pay when people choose to watch your ad
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8
Q

Where does a Shopping campaign appear and what is its best use?

A
  • Appears on Google Shopping next to search resukts and near text and responsive ads
  • Use to advertise your online and local inventory, boost traffic to website or store and find better qualified leads
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9
Q

Where does an App campaign appear and what is its best use?

A
  • Runs across Google’s largest properties, including Search, Play, YouTube + thousands of mobile sites and apps
  • Increase engagement, app install and even in-app actions
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10
Q

What are the three Specialized campaigns and what is their best use?

A
  • Local, Hotel & Discovery

- If your business has specific objectives baed on niche industry or customer base

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11
Q

Where do each of the Specialized campaigns appear and what do they do?

A

Local: helps drive important offline metrics (like store visits); Search, Maps, Display, Youtube
Hotel: Displays hotel price & availability; Search, Maps & Assistant
Discovery: easily engages customers across Google’s properties with a variety of ad formats; Youtube Home Page, Gmail and Google’s Discover Feed

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12
Q

What are some customizable Google Ad’s features that make sure you engage with the most meaningful audiences?

A
  • Device Targeting
  • Locations & Language Targeting
  • Bidding & Budget Settings
  • Ad Extensions
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13
Q

How many searches are made each day using Google? (2021)

A

3.5 billion

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14
Q

Where is the first stop people make when they want to know, go, buy or do?

A

Google

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15
Q

How do Search Ads connect you with your customers?

A
  • Business appears when users are researching + comparing different options
  • Business is there at the right moment when someone is looking for products or services you offer
  • Business shows up on search results when similar businesses show up
  • Able to learn what users are looking at/engaging with so you can make informed decisions about adding value
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16
Q

What questions should you ask yourself when setting up a Search Campaign?

A
  • where do you want to be seen?
  • how much do you want to invest?
  • what do you want to share in your ads?
  • what keywords will match your customer’s search terms?
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17
Q

What are campaigns created around and based on?

A

Campaigns are created around a marketing goal and based on the actions you’d like customers to take

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18
Q

Can a marketing goal be changed?

A

Yes, at any time.

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19
Q

What can Search campaign marketing goals be set to?

A

Sales, Leads or Website Traffic

20
Q

With respect to ads, what are networks?

A

Networks are where you want your ad to appear, based on campaign type

21
Q

What is an ad group?

A

One or more ads that share similar targets. For each ad group, you can create specific text ads and a list of keywords that will prompt the ad to show up.

22
Q

Why is it good to create multiple ad groups?

A

It’s good to create ad groups around themes or products. By creating multiple ad groups, you can have more control over getting the right message to the right customers.

23
Q

What is a bid amount?

A

The maximum amount you’ll pay when a customer clicks on your ad.

24
Q

What is the ideal number of ads per ad group?

A

3-5 ads per ad group

25
Q

What are the 3 components of a text ad & their purposes?

A

Headline: to catch attention
URL: to direct to landing page
Description: Highlight details of offer

26
Q

What is the path to an ad ending up in front of a customer?

A

Person performs search –> An auction starts–> Google Search Engine ranks all the ads —> Search turns into a sale

27
Q

How often does an auction for a keyword occur?

A

Every time a search is done

28
Q

Where does the copy for dynamically created text ads come from?

A

Developed automatically based on website’s content

29
Q

What is keyword targeting?

A

Matching your keywords to what your customers may use when looking for your product or services

30
Q

How do you control which searches prompt your ads?

A

Keyword targeting, Match types, Have Google do it for you through dynamically created text ads.

31
Q

What are the 5 match types for keywords?

A

Broad, Modified Broad, Phrase Match, Exact Match, Negative

32
Q

What is a broad match keyword and what is its best use?

A

Ad shows if keyword or any variations, synonyms, misspellings or related searches are included in users search terms; more general
- use to get in front of a wide-as-possible audience and make sure no searches are missed out on

33
Q

What is a modified broad match keyword, how do you indicate it, and what is its best use?

A

Adding a “+” in front makes it into a modified broad

  • will show only if keyword and its close variations are in any part of search terms
  • allow you to indicate if there are certain concepts related to your keywords that must be present in the searches you reach

ex: +blue, +bike, +girl
ad will show only is some variation of all 3 is present in search

34
Q

Which two types of keyword match types cast a wider net?

A

Broad match & modified broad match

35
Q

What’s a disadvantage with broad match keyword type?

A

You’ll reach people not necessarily looking for your product or service

36
Q

What three keyword match types narrow reach?

A

Phrase match, Exact match & Negative keywords.

37
Q

What is a phrase match keyword, how do you indicate it, and how does it compare to modified broad match?

A
  • placing “ “ around the keywords turns them into phrase match
  • ad will only appear if keywords within quotation marks or close variations of them match a user’s search term
  • compares to modified broad: similar because extra words can appear before or after the phrase match; different because there cannot be any extra words between the search terms
38
Q

What is an exact match keyword, how do you indicate it, and what is its best use?

A
  • place [ ] around keywords to turn them into exact match
  • ads will only show if search means the same thing as your keyword; may include close variations of keywords like misspellings, plurals + synonyms
  • unlike phrase match, there cannot be extra words before or after search terms
39
Q

What is an negative match keyword, how do you indicate it, and what is its best use?

A
  • Adding a “-“ sign in front of keyword makes it a negative keyword
  • will keep ads from showing on the wrong searches
40
Q

If you wanted to discover new terms that you weren’t aware of, what match type would be most useful?

A

Broad match, Broad Match Modifier

41
Q

What are some challenges of creating keyword lists?

A

Manually covering all searches is never-ending, keeping up with search volume can be daunting

42
Q

How can Dynamic Search Ads (DSA) help ?

A
  • Increase reach of your search campaign

- Use Google’s understanding of your site to customize and target your ads

43
Q

How do DSAs work?

A

Specify pages of website, daily budget + ad template—> Customer enters search term—> If you have relevant content, Google dynamically generates an ad headline + destination url to the best-matching page on your site

44
Q

What do you need to create ahead of time for a Dynamic Search Ad?

A

Description & Template

45
Q

Describe DSA in action.

A

Person types search term –> Google matches that term to relevant landing page on your site–> Algorithim creates an ad based on your template + a tailor made headline.

Google Ads (1 decks)

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