Part 4: Paid Search (PPC)

20 Questions | Total Attempts: 190

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Part 4: Paid Search (PPC)

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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

  • 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.

  • 3. 
    Keywords in Paid Search should be as broad as possible in order to capture the most clicks
    • A. 

      True

    • B. 

      False

  • 4. 
    You should include common misspellings of your keywords as keywords themselves.
    • A. 

      True

    • B. 

      False

  • 5. 
    In general, in composing your list of keywords, your own internal list should be sufficient, no outside research necessary.
    • A. 

      True

    • B. 

      False

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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%

  • 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

  • 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

  • 18. 
    Your quality score can make the difference between losing money and making money on PPC.
    • A. 

      True

    • B. 

      False

  • 19. 
    It is possible to find out exactly how your quality score is calculated.
    • A. 

      True

    • B. 

      False

  • 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.

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