Search Training

Question 1

Five factors that influence ad rank

Answer 1

bid amount
ad rank threshold (minimum quality)
context of query
ad extensions
quality score

Question 2

Ad quality is determined by

Answer 2

1. eCTR - expected click through rate
2. landing page experience
3. ad relevance

Question 3

The four keyword matches are

Answer 3

[exact match]
“phrase match”
broad match
-negative keywords

Question 4

Affinity audiences are

Answer 4

like-minded users expressing interest in your goods and services

Question 5

In-market audiences are

Answer 5

users with an intent to purchase goods or services

Question 6

Customer matching is

Answer 6

to leverage online and offline customer data to reengage with past purchasers or those who haven’t converted online

Question 7

Responsive search ads can include

Answer 7

1. up to 15 headlines
2. four descriptions
3. one final URL

Question 8

The three universal ad extensions are

Answer 8

1. structured snippets
2. callouts
3. sitelinks

Question 9

Additional ad extensions include

Answer 9

1. call
2. location
3. app

Question 10

In smart bidding, “target impression share” is for

Answer 10

visibility

Question 11

In smart bidding, “maximize clicks” is for

Answer 11

clicks/engagement

Question 12

In smart bidding, “maximize conversions (w/wo CPA)” is for

Answer 12

of conversions

Question 13

In smart bidding, “maximize conversion value (w/wo ROAS)” is for

Answer 13

revenue

Question 14

Automatic recommendations can be used for

Answer 14

1. ads and extensions
2. keywords and targeting
3. bids and budgets