Search ads Flashcards
(46 cards)
When do campaigns need to be optimized?
After they exit the learning phase, this means that Google Ads has gathered enough data, and we can start making adjustments to improve performance.
What is the strategy to optimize search campaigns?
We optimize campaigns step by step, starting from the Settings Level and moving down to the Creative Level.
- Settings Level: Adjusting budget, bid strategy, and targeting.
- Ad Level: Tweaking keywords and ad copy.
- Creative Level: Improving images, videos, and messaging.
What factors affect ad performance the most?
- Bidding Strategy
- Budget
- Keywords & Creatives
How do I check if my campaign is spending the right budget?
Check if actual ad spend matches your planned budget.
What does ‘Limited by Budget’ mean?
Google wants to spend more than what you’ve set, but it can’t.
How should I adjust the budget?
Make small adjustments (max 20%) to keep the campaign stable.
What is the best bidding strategy?
Target CPA is usually the best strategy.
Are all keywords spending money?
If one keyword is getting all the budget, it might be too broad and eat the others.
How does match type affect the search terms list?
- Broad Match → Shows up for many terms
- Phrase Match → More specific
- Exact Match → Only shows for that exact phrase
How do we decide which keywords to exclude?
Exclude keywords that don’t match our campaign goals.
Why do some keywords stop triggering ads?
- Low rank
- Low budget
- Low ad quality
Can I create a negative keyword list for the account?
Yes, it stops ads from showing for unwanted search terms.
What changed in Google Ads keyword matching?
Focus is now on user intent instead of exact words.
What’s the best approach for choosing match types?
Start with Exact Match to avoid irrelevant traffic.
What type of conversions does Google need for optimization?
- Soft conversions
- Hard conversions
What is the best strategy for Google Search Ads new campaigns?
The Google Search Ads strategy is built by analyzing and researching what the client is offering. The goal is to structure campaigns based on real demand and continuously optimize them to maximize performance.
How do we run a competitor search strategy?
-Ads will appear when users search for a competitor’s name.
-We cannot mention competitors in the ad copy (headlines & descriptions).
-The goal is to attract users away from competitors and toward our client’s solution.
Are your ads being shown?
- Search impr. share
- Search top IS
- Display Lost IS (Budget)
- Search Lost IS (Budget)
- Search Lost IS (rank)
What is Quality Score? What is the formula impact
Diagnostic tool (scaled 1-10) that helps measure how relevant and useful your ads are compared to competitors. It consists of:
- Expected Click-Through Rate (CTR) – How likely users are to click your ad.
- Ad Relevance – How closely your ad matches the user’s search intent.
- Landing Page Experience – Page speed, content relevance, and usability.
💡Higher Quality Score = Lower CPC + Higher Ad Rank
What are the components of Quality Score?
- Expected Click-Through Rate (CTR)
- Ad Relevance
- Landing Page Experience
What steps can improve quality score?
- Have similar language in your website
- Increase ad relevance
- Make it user friendly
Why is ad rank important?
It is decisive for the amount of clicks you get.
What are the two main factors to consider for ranking in ads?
- Max CPC bid
- Quality score
Max CPC bid refers to the maximum cost-per-click an advertiser is willing to pay, while quality score is a measurement of the quality and relevance of ads.
When should you change from Exact to phrase match?
If a campaign isn’t spending 100% of the budget after 4-5 days.
