OE 3 Ad Group, Bidding, Search

Question 1

Why is it a bad idea to duplicate keywords in multiple Ad Groups?

Answer 1

Keywords in multiple ad groups compete against each other, and the keyword with the higher performance will trigger the ad in that Ad Group to run.

Question 2

What is the effect of including both keywords and placements in an Ad Group on the Display Network?

Answer 2

Your ads will be restricted to only specific sites that you choose and webpages where the content is relevant to the theme of the keywords.

Question 3

Why is it important to group similar keywords together in an Ad Group?

Answer 3

To ensure that the ads remain relevant to those keywords.

Question 4

Why is it a good idea to create multiple Ad Groups?

Answer 4

You can break up keywords and ads and group them by related themes.

Question 5

What should Ad Groups be organized around?

Answer 5

Common themes.

Question 6

True or false. Placements can be controlled at the Ad Group level.

Answer 6

True.

Question 7

What impact can poor landing page quality have on an Ad Group?

Answer 7

Keywords in the Ad Group may be given a lower Quality Score.

Question 8

What should you use Ad Groups for?

Answer 8

To organize ads by common themes that you want to advertise on.

Question 9

What is the main goal of automatic Cost Per Click bidding?

Answer 9

To generate as many clicks as possible within the advertiser’s target budget.

Question 10

What is one effect using setting a daily budget lower than the recommended amount?

Answer 10

Ads will not show EVERY time that a user searches for the keywords that could trigger the ad.

Question 11

What is important to keep in mind about manual Cost Per Click bidding?

Answer 11

The average profit derived from a paid click.

Question 12

Which bid methods are used for image ads on the Display Network?

Answer 12

CPM or CPC bids.

Question 13

When a CPM and CPC bid compete against each other, how does Google determine each ad’s position?

Answer 13

Google estimates how many clicks the ad might receive in 1000 impressions to get the comparison.

Question 14

What is Enhanced Cost Per Click?

Answer 14

A CPC bidding features to automatically bid more aggressively in auctions more likely to result in conversions.

Question 15

What does a “Pending” Campaign in AdWords signify?

Answer 15

It is Inactive, but scheduled to begin at a date/time in the future.

Question 16

With a new campaign, what effect can the AdWords average daily budget have on achieving positive ROI?

Answer 16

It can keep costs and exposure limited until profitability is achieved.

Question 17

What is the formula for ranking keyword-targeted ads on the Search Network?

Answer 17

Maximum Cost Per Click x Quality Score.

Question 18

What happens if a Search Network campaign consistently reaches its daily budget?

Answer 18

There will be missed potential ad impressions.

Question 19

How can Search Network marketing help you reach your advertising goals?

Answer 19

By acquiring potential qualified customers.

Question 20

What are the minimum requirements to run an ad on the Search Network?

Answer 20

Text ad, keyword list, and a default bid.