Part 4: Paid Search (PPC)

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Part 4: Paid Search (PPC) - Quiz

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Questions and Answers
  • 1. 

    In Google Paid Search, where your ad appears on the page is based on two things:  How much you pay, and ______________.

    • A.

      How often you run the ad

    • B.

      Your quality score

    • C.

      Your company’s revenue

    • D.

      How often your ad is clicked

    Correct Answer
    B. Your quality score
    Explanation
    It’s your quality score that, along with your bid, determines the placement of your ad. Quality score, Google’s score that determines how relevant your ad is to your keyword, is important.

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  • 2. 

    Which of the following best describes a basic Paid Search account setup?

    • A.

      The account is composed of Keywords, which are divided into both Campaigns and AdGroups.

    • B.

      The account consists of Ad Groups, which consist of Keywords, which each contain one or more Campaigns.

    • C.

      The account consists of Campaigns, which consist of AdGroups, which contain Keywords.

    • D.

      The account consists of AdGroups, which consist of Campaigns, which contain Keywords.

    Correct Answer
    C. The account consists of Campaigns, which consist of AdGroups, which contain Keywords.
    Explanation
    An account consists of campaigns, which each have one or more AdGroups associated with it. These AdGroups contain keywords.

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  • 3. 

    Keywords in Paid Search should be as broad as possible in order to capture the most clicks

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    False. Keywords should be as specific as possible. You pay each time your ad is clicked, so you don’t want simply the most clicks, but the most qualified clicks.

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  • 4. 

    You should include common misspellings of your keywords as keywords themselves.

    • A.

      True

    • B.

      False

    Correct Answer
    A. True
    Explanation
    True, you should include common misspellings of your keywords as keywords themselves. You should also include both singular and plural versions of your keywords, as well as synonyms and product or serial numbers, if applicable.

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  • 5. 

    In general, in composing your list of keywords, your own internal list should be sufficient, no outside research necessary.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    False. You absolutely need to do research no matter how in-depth your keyword list is. Use competitive intelligence tools and keyword research tools to discover what other keywords that you may have overlooked or that may be less competitive.

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  • 6. 

    What is a “long tail” keyword?

    • A.

      A term to describe those narrow, very specific keywords that may not be the top, broad keywords but may have value.

    • B.

      A term to describe the payoffs you may get from a keyword weeks, months, or even years in the future.

    • C.

      A term to describe the broadest, most generic keywords.

    • D.

      A term to describe the actual length of the keyword phrase

    Correct Answer
    A. A term to describe those narrow, very specific keywords that may not be the top, broad keywords but may have value.
    Explanation
    You can think of all the keywords that are possibly used to get to your page as a tail. The short tail describes those popular, broad terms. There will be relatively few of those, hence the tern “short” tail. The long tail, on the other hand, describes those narrow, specific terms. There are many more of those, hence the term “long” tail.

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  • 7. 

    Searches made on a mobile device are different from searches made on a home laptop in that more than half of all mobile searches ________________________.

    • A.

      Return zero results

    • B.

      Are completed via voice (as opposed to typed)

    • C.

      Have local intent

    • D.

      All of the Above

    Correct Answer
    C. Have local intent
    Explanation
    Mobile searches are mostly locally-focused in intent. So be sure to segment your ads by device to emphasize “local” in your mobile device ads.

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  • 8. 

    Basic Google Ad Setting.  Which should you choose under the heading of “Ad Rotation”?

    • A.

      Optimize: Show better performing ads more often

    • B.

      Rotate: Show ads more evenly

    Correct Answer
    B. Rotate: Show ads more evenly
    Explanation
    Rotate, don’t optimize. When you choose “optimize”, Google shows the ad with the highest click-through rate more often, but those may not be the same as the ones with the greatest purchase amount. Click-through is not the ultimate goal, revenue is. So rotate the ads until you’re able to compile your own research showing which ads lead to better results.

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  • 9. 

    What is remarketing?

    • A.

      A display network setting that allows you to market to ONLY those searchers who have already visited your web site.

    • B.

      A display network setting that allows you to market to the same person multiple times.

    • C.

      A display network setting that allows you to market to ONLY those searchers who have made a purchase from your company.

    • D.

      All of the Above

    Correct Answer
    A. A display network setting that allows you to market to ONLY those searchers who have already visited your web site.
    Explanation
    Remarketing, marketing only to those who have viewed your website previously, can be very valuable in that the searcher not only has confirmed intent to purchase, but is already familiar with your brand. These remarketing ads tend to have higher click-through rates, so definitely take advantage of this setting.

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  • 10. 

    A PPC Ad consists of a headline, 2 description lines, and a website’s url address.  True or False:  The web address url must display the exact link that a user is sent to if the user clicks the ad.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    That’s false. The display url can be your website’s homepage even if a click results in the user being sent to a landing page within your website. The rule is that the link has to show what website, but not exactly what page within the website.

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  • 11. 

    Ad extensions, Google AdWords settings that allow you to add certain information to your standard 3 or 4-line PPC Ad, include such options as ________________.

    • A.

      Location extensions, an additional line showing the business’ physical address

    • B.

      Sitelink extensions, up to 10 additional links to designated pages within your website

    • C.

      Product extensions, which show images of and links to specific products

    • D.

      Phone number extensions, which allow mobile users to click-to-call

    • E.

      All of the Above are possible options as Ad extensions

    Correct Answer
    E. All of the Above are possible options as Ad extensions
    Explanation
    These are all possibilities for what Ad extensions you can use. In general, these Ad extensions help, so use them.

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  • 12. 

    What are the character limits for the various portions of the PPC ad: the headline, each of the two description lines, and the display url, respectively?

    • A.

      25, 25, 35

    • B.

      25, 35, 35

    • C.

      35, 35, 35

    • D.

      35, 35, 25

    Correct Answer
    B. 25, 35, 35
    Explanation
    25 characters for the headline, 35 characters for each of the description lines, and 35 characters for the display url. You don’t have much space, so conciseness is key to success. Simple and clear copy works best.

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  • 13. 

    When considering ads on the search network versus ads on the display network, which network’s ad should be more overtly enticing and targeted toward a buyer in an early stage of the buying process?

    • A.

      An ad for the search network

    • B.

      An ad for the display network

    • C.

      Both ads should be roughly the same

    Correct Answer
    B. An ad for the display network
    Explanation
    It’s important that ads for the display network are more overtly enticing, as users only see these ads when they’re browsing about something else. So you have to overtly attract their attention and understand that they may not even be looking for your product or service. Users that see ads on the search network are already searching for something and are more likely to have heard of your product or service, so these ads can be targeted toward a later stage in the buying process

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  • 14. 

    Within the display network, if your ad contains a video, it is advisable to select the setting that allows the video to play automatically when the ad appears.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    False. No such setting exists, as this is not allowed. Users must click a video for it to play. So your opening image needs to be one that entices the user to play your video.

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  • 15. 

    When you’re advertising in the Google Display network, you’re showing ads to people who may not have heard of, nor are interested in, your product or service.  So you can expect your click-through rate (CTR) to be lower.  What CTR does Google recommend using as a benchmark for average performance?

    • A.

      10%

    • B.

      1%

    • C.

      .1%

    • D.

      .01%

    Correct Answer
    C. .1%
    Explanation
    The Google Display Network recommends that you use .1%, or one tenth of one percent, as your benchmark. Take note however that it does vary by industry.

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  • 16. 

    When reporting on your mobile PPC campaigns, the Google AdWords report will NOT show you the clicks on the phone number.  So how do you work around this to understand how many calls you’ve received from your PPC ads?    

    • A.

      Estimate that an industry-standard 2% of all calls come from PPC ads

    • B.

      Use a unique phone number for your PPC ads

    • C.

      Ask your callers whether they are calling via click-to-call

    • D.

      All of the Above are valid ways to report calls from PPC ads

    Correct Answer
    B. Use a unique phone number for your PPC ads
    Explanation
    A unique phone number is the way to track how many calls you’re getting from a certain ad. The estimate of 2% is completely fictitious, and asking your callers is nowhere near as reliable as setting up a unique phone number.

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  • 17. 

    Quality score, the Google measurement used by Google to set your rates as well as your ad position, is scored on a scale of 1-10.  ______ is considered a neutral score, so if your score is above this number, it’s good, and if it’s below this number, it could hurt you.

    • A.

      5

    • B.

      6

    • C.

      7

    • D.

      8

    Correct Answer
    C. 7
    Explanation
    7 is the neutral score.

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  • 18. 

    Your quality score can make the difference between losing money and making money on PPC.

    • A.

      True

    • B.

      False

    Correct Answer
    A. True
    Explanation
    True. Quality score is a very big deal.

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  • 19. 

    It is possible to find out exactly how your quality score is calculated.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    False, you cannot figure out exactly how your quality score is calculated. Google lists “other factors” aside from the factors that you know affect your quality score.

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  • 20. 

    Your company sells romance novels.  You run a search query report to find out what searchers are searching for and you discover that people are searching for, “Romance novels with Fabio.”  You don’t sell romance novels with Fabio.  What should you do?

    • A.

      Add “Fabio” as a negative search term in your campaigns, so anybody searching for Fabio won’t find your company.

    • B.

      Do nothing. If people are looking for romance novels, you want to be found. And you will increase your click-through rate by appearing anytime someone is searching for romance novels.

    Correct Answer
    A. Add “Fabio” as a negative search term in your campaigns, so anybody searching for Fabio won’t find your company.
    Explanation
    Add Fabio as a negative search term, meaning that searchers looking for Fabio romance novels will not find you. Your ultimate goal is not getting a higher click-through rate, but rather gaining conversions (sales) from your ad. Since you pay for each click, and these searchers are unlikely to purchase your Fabio-less romance novels, you don’t want that click.

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