Part 4: Paid Search (PPC)

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

Explanation

True. Quality score is a very big deal.

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About This Quiz
Digital Marketing Quizzes & Trivia

Explore key concepts of Paid Search (PPC) including ad placement, account setup, keyword strategy, and the importance of quality score. This quiz is designed to assess understanding and application of effective PPC strategies.

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

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

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

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

Explanation

An account consists of campaigns, which each have one or more AdGroups associated with it. These AdGroups contain keywords.

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6. 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?

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.

Submit
7. 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 ________________.

Explanation

These are all possibilities for what Ad extensions you can use. In general, these Ad extensions help, so use them.

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

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.

Submit
9. 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?

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.

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

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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11. What is a "long tail" keyword?

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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12. 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?    

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.

Submit
13. 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.

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.

Submit
14. 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?

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

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

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.

Submit
16. What is remarketing?

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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17. 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?

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.

Submit
18. 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.

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.

Submit
19. Basic Google Ad Setting.  Which should you choose under the heading of "Ad Rotation"?

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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20. 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.

Explanation

7 is the neutral score.

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  • Mar 20, 2023
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  • May 21, 2013
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    Ingrid Sanders
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Your quality score can make the difference between losing money and...
In general, in composing your list of keywords, your own internal list...
Keywords in Paid Search should be as broad as possible in order to...
In Google Paid Search, where your ad appears on the page is based on...
Which of the following best describes a basic Paid Search account...
Your company sells romance novels.  You run a search query report...
Ad extensions, Google AdWords settings that allow you to add certain...
You should include common misspellings of your keywords as keywords...
What are the character limits for the various portions of the PPC ad:...
Searches made on a mobile device are different from searches made on a...
What is a "long tail" keyword?
When reporting on your mobile PPC campaigns, the Google AdWords report...
A PPC Ad consists of a headline, 2 description lines, and a website's...
When considering ads on the search network versus ads on the display...
It is possible to find out exactly how your quality score is...
What is remarketing?
When you're advertising in the Google Display network, you're showing...
Within the display network, if your ad contains a video, it is...
Basic Google Ad Setting.  Which should you choose under the...
Quality score, the Google measurement used by Google to set your rates...
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