Week 4 – Search engine marketing (SEM) and display advertising

 

1. Where do search engine marketing (SEM) ads typically appear?

Answers

·        On the top and bottom of search results pages

·        On informational websites

·        On email platforms

·        On social media feeds

Explanation: The search engine results pages (SERPs) are the traditional location for advertisements that are run via search engine marketing (SEM). The sponsored or paid results area at the top or bottom of the page is by far the most prevalent location for insertion of advertisements. To differentiate themselves from organic search results, these advertisements are often tagged with the word "Ad," "Sponsored," or another classification of a similar kind.

2. Which of the following statements regarding search engine marketing is true?

Answers

·        You have control over which landing page you send the searcher to.

·        It is difficult to learn which ads are driving sales.

·        An algorithm determines what landing page to send the searcher to.

·        It will take months to appear on the search results pages.

 

3. You can learn when ads are driving sales.

Answers

·        Displays information that highlights a specific aspect of a product or service

·        Enables customers to find a local business and pull it up in Google Maps

·        Provides the option to call a business by clicking on its ad

·        Serves additional website links that may be helpful to the searcher

 

4. As a digital marketer creating a Google Ad, you have to determine what to achieve with the ad, such as more sales, leads, website traffic, or store visits. This describes which Google Ad setup step?

Answers

·        Choose your bidding strategy

·        Set up conversions

·        Define your campaign goal

·        Select your targeting

Explanation: This explains the phase in the setup process for Google Ads that is referred to as "Campaign Objective" or "Campaign Goal." One of the first things you'll need to do when making a Google Ad is to decide what you want the ad campaign to do or accomplish with the help of, which is known as the aim or goal.If you choose the appropriate campaign aim, Google will be able to improve the ad distribution and targeting so that it better aligns with your particular objectives. It lays the groundwork for the remainder of the campaign setup, including ad formats, targeting choices, and bidding techniques, and it does this by setting the basis.

5. You are setting up keyword matching for “tennis shoes.” Your ad also shows for keywords such as “shoes for tennis,” “buy tennis shoes on sale,” and “red tennis shoes.” This represents which keyword match type?

Answers

·        Similar match

·        Broad match

·        Exact match

·        Phrase match

Explanation: The situation that you detailed is an example of the "Broad Match" keyword match type being put into action. When using wide match, your advertisements have the potential to appear for variants, synonyms, and searches that are relevant to your goal phrase. This includes misspellings, related searches, and other variations that the algorithm used by Google thinks to be relevant to your target term.

Therefore, if you set up keyword matching for "tennis shoes" using wide match, your advertisements may in fact show up for searches such as "shoes for tennis," "buy tennis shoes on sale," and "red tennis shoes," since the broad match algorithm considers these to be variants or similar keywords. It reaches a larger audience, but it also makes it possible for your advertising to show in response to a wider variety of search queries.

 

6. Which of the following statements regarding the Ad Rank factors are true?

Answers

·        The lower the bid, the higher the ad may show in the SERPs.

·        Ad extensions are an Ad Rank factor.

·        There are only three ad rank factors.

·        Google does not factor in the landing page quality.

 

7. Which of the following is a Google Ad best practice?

Answers

·        Always use the website homepage as the landing page.

·        Add generic sales language, such as “call us today.”

·        Include as many keywords in the headlines as possible.

·        Implement all ad extensions that make sense.

 

8. Which of the following is true of responsive display ads?

Answers

·        They typically take more time to create.

·        They have content optimized by Google Ads software.

·        They cannot include videos.

·        They show on fewer websites because the audience is more focused.

Explanation: Make sure that your ad groups include keywords that are really relevant to the product you are selling. This contributes to an increase in the Quality Score, which, in turn, may lead to improved ad placements and reduced expenses per click. To accommodate a wide variety of user inquiries, your keyword strategy should include a combination of broad match, phrase match, and precise match terms.

 

9. Which of the following are responsive display ad best practices? Select all that apply.

Answers

·        Create unique and effective ad copy

·        Upload the recommended number of assets

·        Ensure the landing page keeps the customer experience cohesive

·        Rotate in new display ads once a year

 

10. Fill in the blank: Ad _____ are a collection of similar ads, keywords, and bids that digital marketers use to organize Google Ads by a common theme.

Answers

·        campaigns

·        groups

·        formats

·        batches

Explanation: Ad Groups are a collection of advertisements, keywords, and bids that are quite similar to one another. Digital marketers use Ad Groups to arrange Google Ads according to a certain topic.

Shuffle Q/A 1

11. What is a type of advertising model that allows businesses to pay only when someone takes an action on their ad?

Answers

·        Pay-per-click (PPC)

·        Cost-per-impression (CPM)

·        Conversion rate advertising

·        Revenue sharing

Explanation: "Cost-Per-Action" (CPA) or "Pay-Per-Action" (PPA) is the name given to the sort of advertising strategy that enables companies to pay only when a target audience member performs a certain action in response to their advertisement. Under this strategy, advertisers only incur costs when the targeted action is successfully achieved, such as a click, the submission of a form, a sale, or another action that has been set. It offers a strategy that is more performance-based, in which advertisers pay for real outcomes rather than just for ad impressions or clicks.

 

12. As a digital marketer for an e-commerce business, you create an ad that links directly to their product page. What ad extension is this?

Answers

·        Call extension

·        Structured snippet extension

·        Sitelink extension

·        Price extension

Explanation: The "Sitelink Extension" is often the name given to the ad extension that provides a link that leads straight to the product page of an online retailer. Sitelink extensions make it possible for advertisers to incorporate extra links in their advertisements. These links may direct consumers to certain pages on the website, such as product pages, category pages, or other landing sites that are pertinent to their needs. This extension is useful in that it enables visitors to have quick access to certain material that is hosted on the website of the advertiser.

13. As a digital marketer managing Google Ads, you track and determine if potential customers are becoming paying customers. This describes which Google Ad setup step?

Answers

·        Set up conversions

·        Select your targeting

·        Define your campaign goal

·        Choose your bidding strategy

Explanation: This is the phase in the setup process for Google Ads that is known as "Conversion Tracking." Conversion tracking is an essential component of managing Google Ads. This is the process by which digital marketers establish monitoring in order to monitor and assess whether or not prospective consumers are completing desired activities on a website, such as making a purchase, filling out a form, or doing any other actions that are of value to the business. By putting in place conversion monitoring, marketers are able to evaluate the efficiency of their advertising efforts in terms of the return on investment (ROI) and the number of relevant conversions that are generated.

 

14. Which of the following refers to the broad keyword match type?

Answers

·        It shows on searches that have the same meaning or same intent as a keyword

·        It shows your ads on phrases that relate to your keyword and may not include the keyword itself

·        It includes the meaning of your keyword and is more flexible than the exact match type

·        It gives you total control over who sees your ad and is more flexible than exact match type

Explanation: To indicate a wide keyword match type, just provide the keyword alone, without any extra symbols or modifiers. This will get the desired result. If you input the term "tennis shoes" without any quotation marks or other special characters, for instance, it will be evaluated as a wide match keyword. With broad match, your ad has the potential to be activated by variants, synonyms, and related searches. This gives you a greater reach, but it also opens the door for a wider variety of search queries to possibly lead to your advertisements being triggered.

 

15. Consider the following statement:

Google rates the relevance of your ads and landing page to a query and how likely a user is to click your ad.

What does this refer to?

Answers

·        Ad quality factors

·        Ad Rank factors

·        Ad position status

·        Keyword match types

 

16. When would marketers choose uploaded display ads instead of responsive display ads?

Answers

·        They are not familiar with the different ad sizes

·        They prefer that Google creates the ad

·        They do not have the design resources to create the ad

·        They have a specific vision for their ad design

Explanation: In some circumstances, marketers could choose for uploaded display advertising rather than responsive display advertisements because they want greater control over the creative parts of the ad and want to be able to adjust the design to particular needs. When marketers prefer a more hands-on and personalized approach to their display advertising campaigns, they choose for uploaded display ads rather than responsive display advertisements. Responsive display ads provide automation and flexibility in responding to different ad sizes and formats, while uploaded display ads are not as flexible.

 

17. To drive the best results, how many elements does Google recommend uploading for responsive display ads?

Answers

·        5 headlines, 5 images, and 5 descriptions

·        2 headlines, 2 images, and 2 descriptions

·        20 headlines, 20 images, and 20 descriptions

·        5 headlines, 10 images, and 15 descriptions

 

18. A marketer posts an ad that quickly appears in the search results pages. What does this refer to?

Answers

·      An advantage of advertising pay models

·        An advantage of search engine marketing

·        An advantage of Pay-per-click (PPC)

·        An advantage of search engine optimization

Explanation: When a marketer puts an advertisement that swiftly shows in the pages of the search results, they often refer to the idea of "Ad Impression" or "Ad Visibility." The appearance of an advertisement on a user's screen counts as an impression, regardless of whether or not the user engages with the advertisement in any way. It implies that the advertisement was seen by someone when they were searching for anything or surfing the internet.

An advertisement is getting awareness among users who are looking for relevant keywords or among targeted audiences if it appears in the search results pages relatively quickly. This indicates that the advertisement is being provided immediately. In internet advertising, an important statistic that measures the reach and exposure of advertisements is referred to as "ad impressions."

 

19. A business hasn't built up enough authority or reputation to receive traffic for certain search terms in the search listings. Which benefit of search engine marketing addresses this need?

Answers

·        It helps you reach customers who are likely to buy from your company

·        An algorithm to determine which landing page the searcher will go to

·        You can quickly appear in the search results pages

·        You can learn which of your ads are driving sales

Explanation: "Immediate Visibility" is the advantage of search engine marketing (SEM) that tackles the scenario when a company hasn't built up enough authority or reputation to obtain traffic for certain search phrases. This problem might arise when a firm hasn't had enough time to establish a strong online presence. Even if a company has not yet achieved strong organic search rankings, it is still able to get quick exposure in the search engine results for certain keywords via the use of search engine marketing (SEM).

Businesses may acquire exposure among prospective consumers by using paid search advertising, which allows them to bid on relevant keywords and have their adverts shown prominently in search results. This increases the visibility of the company among potential customers. This is an opportunity to rapidly attract targeted traffic and fight for attention without having to wait for organic search results to improve, which is especially beneficial for newly established companies as well as those operating in areas that are highly competitive.

 

20. As a digital marketer setting up a search engine marketing ad, you display information that highlights a specific aspect of a product. What is the term for this format?

Answers

·        Call extension

·        Price extension

·        Sitelink extension

·        Structured snippet extension

Explanation: A "Callout Extension" is the name often given to the layout that you have described, which is used by digital marketers to show information that draws attention to a particular feature of a product inside an advertisement that is served via search engine marketing. Advertisers are able to incorporate extra text in their advertising via the use of callout extensions, which allows them to highlight certain features, perks, or offers linked to their goods or services. These extensions provide additional information that might make the advertisement more appealing to prospective clients and motivate them to click on it.

 

21. As a digital marketer, your first step in creating a Google ad is to define your campaign goal. Which question will help to determine this?

Answers

·        What do you want to achieve with the ad?

·        What is the headline for the ad?

·        Where do you want the ad to appear?

·        What is your budget?

Explanation: By providing a response to this question, you will be able to determine the main purpose of your campaign, which may be to drive sales, generate leads, increase website traffic, promote brand recognition, or accomplish one of a number of other particular goals. Your campaign aim will determine the path that the remainder of the Google ad production process will take, and it will have an impact on facets such as ad creatives, targeting, and bidding techniques.

 

22. You are setting up keyword matching for “low-carb diet plan.” Your ad also displays for less targeted keywords such as “carb-free foods,” “low-carb diets,” and “low calorie recipes.”

What keyword match type is this?

Answers

·        Broad match

·        Narrow match

·        Similar match

·        Exact match

Explanation: It seems as if the term "low-carb diet plan" is being matched using the "Broad Match" kind of keyword match in the context that has been stated. Your advertisements might display not just when someone searches for the identical keyword, but also when someone searches for variants of the phrase, synonyms, and related terms. This contains keywords that are less specific but nevertheless have a semantic link with the term that was selected.

Because wide match is intended to capture a greater variety of search queries linked to the selected keyword, it is possible that your advertisement may be shown for phrases such as "carb-free foods," "low-carb diets," and "low-calorie recipes." This is due to the fact that broad match was developed. Despite the fact that this might expand the reach of your advertisement, it is vital to monitor and improve your keyword strategy in order to guarantee that the shown advertisements are relevant. If you want more precise control over which variants activate your advertising, you may want to think about utilizing more restricted match types like phrase match or exact match.

Shuffle Q/A 2

23. Which statement regarding Ad Rank factors is true?

Answers

·        Ad extensions have no impact on Ad Rank.

·        Google assesses the quality and relevance of a landing page to a query.

·        There are only three Ad Rank factors.

·        The lower the bid, the higher the ad may show in the SERPs.

 

24. Which of the following is a Google Ad best practice?

Answers

·        Add generic sales language, such as “call us today.”

·        Include at least one keyword in the headlines.

·        Avoid adding more than one ad extension.

·        Always use the website homepage as the landing page.

 

25. Which of the following is true of responsive display ads?

Answers

·        They typically take more time to create.

·        They can include videos.

·        They are optimized manually by the digital marketer.

·        They show on fewer websites because the audience is more focused.

Explanation: Display advertisements that are responsive will automatically alter their layout, dimensions, and presentation to match the area that is available for advertising on the Google Display Network. Google's machine learning algorithms constantly adjust the mix of headlines, descriptions, and pictures to maximize performance depending on user preferences and behavior. This is done in order to provide the best possible results.

26. To create unique and effective copy for a responsive display ad, what should the headline communicate?

Answers

·        A different message to the landing page copy

·        The brand or product’s importance according to the marketers

·        A long description and a sense of urgency

·        The brand or product’s value in an interesting and useful way

 

27. Which of the following statements regarding search engine marketing is true?

Answers

·        An algorithm determines which landing page the searcher will go to.

·        Graphical ads are shown to anyone who makes a search related to the business.

·        You can quickly appear in the search results pages.

·        It is difficult to learn which ads are driving sales.

 

28. As a digital marketer setting up an SEM ad, you include information about the business such as additional website links, a phone number, and an address. What is the term for this additional information?

Answers

·        Ad feature

·        Ad extension

·        Information extension

·        Information feature

Explanation: The extra information that you offer in a SEM ad, such as links to your website, a phone number, and an address, are often referred to as "Ad Extensions." Ad Extensions are supplemental bits of information that may be added to your advertisements in order to give more specifics and promote more active participation from users. By providing visitors with more information or alternatives, they raise the profile of your advertisement and increase its relevance to the target audience. There are many different types of ad extensions, some examples of which are site link extensions, callout extensions, location extensions, and more.

 

29. Which statement regarding Ad Rank factors is true?

Answers

·        You should avoid using extensions.

·        The higher the bid, the higher the ad may show in the SERPs.

·        There are only two factors to consider

·        Google does not factor in the landing page quality.

 

30. As a digital marketer, you will consider several best practices when creating effective ads. Which of the following is a Google ad best practice?

Answers

·        Include generic sales language, such as “call us today” or ““sign up today”

·        Always use the website homepage as the landing page for ads

·        Use all ad extensions, whether they are relevant or not

·        Use relatable calls to action, such as “book your dream vacation”

31. As a digital marketer, you may create ads. Which of the following refers to responsive display ads?

Answers

·        You require all design resources and the time to create the ad according to a specific format

·        You use Google to upload the content, such as images, headlines, logos, videos, and descriptions

·        You have less control over the ad’s appearance, but it is easier than creating the ad yourself

·        You have total control and are required to generate ad combinations for website and apps

Explanation: Automated Optimization: These advertisements will automatically alter their size, look, and format to best match the ad space that is currently available on the Google Display Network.

Dynamic Combinations: The machine learning algorithms used by Google dynamically mix and match the headlines, descriptions, photos, and logos that are given. This creates many combinations in an effort to discover the most successful versions for a variety of audiences and locations.

Streamlined Creation: Marketers offer different headlines, descriptions, photos, and logos, enabling Google to refine and test various combinations for maximum performance. This saves time for both parties.

Display advertising that are responsive are meant to enable more flexibility and efficiency in the production of advertisements that are aesthetically pleasing and successful across a broad variety of display situations.

 

32. To ensure a cohesive customer experience for a responsive display ad, what best practice should the landing page follow?

Answers

·        The messaging on the landing page should be different to the messaging on the ad

·        The use of new ads prevent potential customers from developing ad fatigue

·        The messaging on the landing page should match the messaging on the ad

·        The headline should be clear and effective without the support of a description

 

33. Fill in the blank: The amount you are willing to spend each time a potential customer clicks your ad or calls you is known as a(n) _____.

Answers

·        bid

·        campaign

·        ad format

·        average daily budget

 

34. A marketer only pays when someone takes action on their ad. What type of advertising model is this?

Answers

·        Pay-per-click (PPC)

·        Conversion rate advertising

·        Cost-per-impression (CPM)

·        Revenue sharing

Explanation: "Cost-Per-Action" (CPA) or "Pay-Per-Action" (PPA) is the name given to the sort of advertising strategy in which a marketer only makes a payment when a specified action is taken in response to their advertisement. Only when a user completes a desired activity, such as completing a purchase, filling out a form, or signing up for a newsletter, do advertisers incur a cost under this approach. It is a paradigm that is based on performance, in which remuneration is directly related to the results that can be measured.

Shuffle Q/A 3

 

35. Which of the following refers to the exact keyword match type?

Answers

·        It includes the meaning of your keyword and is more flexible than the broad match type

·        It may not include the keyword itself and shows your ads to related keywords

·        It may show your ads on searches that have the same meaning or intent as the keyword

·        It shows your ads on phrases that relate to your keyword and may not include the keyword itself

Explanation: By surrounding the term with square brackets, you may indicate that the match type is an exact keyword match. If you enter the term "low-carb diet plan," for instance, it will display an exact match type. If you choose this sort of match, the only time your ad will be seen is if someone searches for that particular term by itself, without any other words or variants. In comparison to the phrase match and wide match kinds, the exact match gives a targeting choice that is more specific.

 

36. Consider the following statement:

The more you're willing to pay, the higher it may show in the SERPs

What does this refer to?

Answers

·        Ad Rank factors

·        Ad position status

·        Keyword match types

·        Ad quality factors

37. As a digital marketer, you will consider several best practices when creating effective ads. Which of the following is a Google Ad best practice?

Answers

·        Use the website homepage as the landing page to attract more customers

·        Use relevant ad extensions to provide additional information about the business

·        The keywords and copy on your landing page should be unrelated

·        Include at least one of the keywords in your ad group to target your audience

Explanation: Make sure that your ad groups include keywords that are really relevant to the product you are selling. This contributes to an increase in the Quality Score, which, in turn, may lead to improved ad placements and reduced expenses per click. To accommodate a wide variety of user inquiries, your keyword strategy should include a combination of broad match, phrase match, and precise match terms.

38. Fill in the blank: _____ is a type of advertising model that allows businesses to pay only when someone takes an action on their ad.

Answers

·        Pay-per-click (PPC)

·        Conversion rate advertising

·        Revenue sharing

·        Cost-per-impression (CPM)

Explanation: The term "Cost-Per-Action" (CPA) or "Pay-Per-Action" (PPA) is substituted for the blank space. A technique of advertising known as cost-per-action requires firms to make a payment only when a certain action in response to their advertisement occurs, such as a click, the completion of a form, or a sale.

39. Which of the following statements regarding search engine marketing is true?

Answers

·        It will take months to appear on the search results pages

·        You will reach unlikely customers

·        You cannot control where you send the searchers

·        You can learn which ads are driving sales

40. Which of the following best describes the structured snippet extension?

Answers

·        Provides the option to call a business by clicking on its ad

·        Serves additional website links that may be helpful to the searcher

·        Enables customers to find a local business and pull it up in Google Maps

·        Displays information that highlights a specific aspect of a product or service

Explanation: Through the use of Google Ads' structured snippet extension, marketers are able to showcase certain characteristics or features of the goods or services they provide. It adds more context to the advertisement and provides consumers with extra information, which enhances the effectiveness of the advertisement. Structured snippets are often seen in the space underneath the ad description.

If you were promoting a hotel, for instance, you would use structured snippets to highlight certain features, such as "Free Wi-Fi," "Swimming Pool," or "Fitness Center." Other examples are "Pool" and "Steam Room." Before clicking on the advertisement, this addon provides prospective buyers with a concise summary of the most important products.

41. As a digital marketer creating a Google Ad, you indicate the amount you want to spend over the course of a month by setting a daily sum. This describes which Google Ad setup step?

Answers

·        Select your targeting

·        Set up conversions

·        Choose your bidding strategy

·        Set your budget

Explanation: This is the phase in the setup process for Google Ads that is referred to as "Budget Setting" or "Budget Planning." Digital marketers, when launching a Google Ad campaign, set a daily budget to indicate the maximum amount they are ready to spend every day on the campaign. This daily budget is the maximum amount they are willing to pay. The daily budget is multiplied by the number of days in a month in order to arrive at the monthly budget.

This setup of the budget enables marketers to maintain control over their expenditure and guarantees that they do not exceed the financial boundaries that they have established for the advertising campaign. Having an efficient strategy for cost management is a crucial component of setting up a campaign.

42. What does an average daily budget indicate?

Answers

·        The amount you are willing to spend each time a potential customer clicks your ad

·        The words or phrases describing the product or service that you choose

·        The amount you are comfortable spending each day over the month

·        The way to organize and target ads into themed groups of keywords

Explanation: When discussing Google Ads, the term "average daily budget" refers to the most amount of money an advertiser is prepared to spend on their campaign on a daily basis. The advertiser decides on this daily budget in order to maintain control over the total amount spent on the campaign. Calculating the average daily budget involves dividing the advertiser's monthly budget by the typical number of days in a month. This yields the formula for determining the daily budget.

For instance, if an advertiser decides on a monthly budget of $300 and wishes to spread that spending out equally across a month that has 30 days, the average daily budget would be $300 divided by 30 to get $10 each day. This indicates that the advertiser is ready to pay up to ten dollars every day for the whole of the month, making the total expenditure up to one hundred dollars.

The establishment of a daily budget enables marketers to better control their advertising expenditures and guarantees that they will remain within the financial restrictions that they have set for the campaign. It is important to keep in mind that the daily budget for Google Ads may be exceeded on certain days, but it will never surpass the monthly budget.

43. What does Pay-per-click (PPC) allow businesses to do?

Answers

·        Increase its visibility on search engine results pages

·        Build authority or reputation and receive more traffic

·        Pay only when someone takes action on its ad

·        Pay based on how many times someone experiences an ad

44. A marketer is interested to learn which content is performing well and which can be improved. How does search engine marketing enable them to do this?

Answers

·        It gives them the control over which page displays in the search engine for a given search

·        It allows them to drive traffic to specific webpages on a website to collect data and learn which ads are driving sales

·        It allows them to quickly appear in the search results pages and build enough authority or reputation to receive traffic

·        It allows them to have a website, app, or product display in the SERPs when someone types in a certain searches

Explanation: With the use of a variety of tools and data, search engine marketing (SEM) gives marketers the ability to evaluate and improve the effectiveness of their content. The conversion tracking capabilities that are provided by SEM platforms provide advertisers the ability to monitor the activities that people do after clicking on an ad. Conversion monitoring gives useful insights into the success of the content by analyzing the number of users who complete a desired action, such as making a purchase, submitting a form, or signing up for a newsletter.

45. Which of the following are responsive display ad image tips? Select all that apply.

Answers

·        Add a logo, text, or button overlay

·        Make the product the focus of the image

·        Ensure the background suits the product

·        Use images with a strong visual focus