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Flashcards in iPass - Search Fundamentals Deck (17):

Which of the following is NOT a valid tip for creating an effective campaign?

Target as many locations as possible with each campaign


A campaign is opted in to the Search Network. When adding broad match negative keywords to the campaign, an advertiser should Include:

singular and plural variations


_____ or _____ word keyword phrases generally tend to work best

two or three


How does a CPC bid affect Ad Rank on the Search Network

CPC is just one factor that affects Ad Rank

Google are always extremely keen to emphasize that it's not all about who is willing to bid the highest amount. Quality Score is also an important factor. A similar question is in the exam.


You have several keywords that have a status of 'Low Search Volume'. What can you do?

Don't make any changes and wait to see if they become active


Which of the following actions would not be helpful to track as a conversion

Page view or CTR

CTR has nothing to do with tracking conversions


All ads in an ad group have to promote the same website. When an advertiser is promoting multiple companies and websites, each company or website should have its own:



When thinking of new keyword ideas, it is important to keep in mind that if your keywords are too broad they can

Negatively affect performance


Campaigns that use the manual CPC bidding option can have a CPC bid set at the

ad group level, or individual keywords or placements


Jen is using the broad matched keyword “shoes for sale” within multiple ad groups in her AdWords account. When a user performs a search related to the keyword, her ad will trigger for:

the keyword that has the highest CPC bid amount and Quality Score


___ is not a factor that will be considered by the AdWords system when calculating your ad's Actual cost-per-click.

First page bid estimates

Actual CPC is often less than max. CPC because with the AdWords auction, the most you'll pay is what's minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks.

Now, two other elements affect the actual CPC you pay: Quality Score and Ad Rank. Your Quality Score is a measurement of how relevant and useful your ads and landing page are to a person seeing your ad. It's based on your clickthrough rates and other factors. Once your Quality Score is determined, it's combined with your max. CPC bid, as well as the expected impact of extensions and other ad formats, to rank your ads among other advertisers' ads. This combination is called Ad Rank."


What is Actual CPC

The final amount that an advertiser will pay for a click once the ads position on the results page has been determined.


"Your actual cost-per-click (actual CPC) is the

final amount you're charged for a click. You're often charged less -- sometimes much less -- than your maximum cost-per-click (max. CPC) bid, which is the most you'll typically be charged for a click.


Actual CPC is often

less than max. CPC because with the AdWords auction, the most you'll pay is what's minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks."


“Enhanced campaigns can help simplify the way you manage your campaigns for targeting across multiple devices and locations. Some of its main features include:

Powerful advertising tools for the multi-device world: Ability to manage your bids across devices, locations and time (e.g. bidding higher when showing your ad on mobile devices or to users who are within a half-mile of your store)

Smarter ads optimized for varying user contexts: Ability to show the right creative, sitelink, app or extension based on the context of your prospective customers and the devices they’re using

Advanced reports to measure new conversion types: Ability to track new conversion types, such as calls, digital downloads, and conversions across devices.”


The AdWords Conversion Tracking code should be placed:

On the thank you page after completing a purchase


Jane would like to increase CTR rates for her AdWords campaign, whilst still preserving the level of traffic to her website. The best way for Jane to do this is:

to implement the use of appropriate keyword matching options