SEM

Question 1

Paid search ads are restricted by character length. What are those lengths?

Answer 1

Title Line 1: 30 characters
Title Line 2: 30 characters
Description: 80 characters

Question 2

What’s the difference between Ad Position and Ad Rank?

Answer 2

Ad position - ranking in which your ad appeals, often reported as an average

Ad rank - A Google value that’s used to determine your ad position, whether your ad will show against a query, and the price you page. This is calculated using your big amount and Quality Score, plus the expect impact of extensions and other ad formats

Question 3

How do you calculate conversion rate?

Answer 3

Take the number of conversions and divide it by the number of clicks

Question 4

How many Google searches take place everyday?

Answer 4

6 billion

Question 5

How many people search online everyday?

Answer 5

3 billion+

Question 6

What percentage of all searches are brand new?

Answer 6

20%

Question 7

What percentage of people research online before buying?

Answer 7

94%

Question 8

What percentage of people research local products and search online before buying offline?

Answer 8

97%

Question 9

What percentage of people won’t buy from a brand if they can’t find it online?

Answer 9

40%

Question 10

Online spend increased by what percentage year on year?

Answer 10

11.7%

Question 11

Paid search accounts for what percentage of online spend?

Answer 11

46%

Question 12

Advertisers spend how many on paid search per year?

Answer 12

Nearly $3.5 billion

Question 13

Google share in Australia is what percentage?

Answer 13

94%

Question 14

Google share globally is what percentage?

Answer 14

92%

Question 15

What is the second most popular search engine in Aus?

Answer 15

Bing

Question 16

True or false: The SEM trading model is based on an auction, however advertisers only pay when someone clicks on their ad.

Answer 16

TRUE

Question 17

Ad Rank is based on what?

Answer 17

• Max Bid
• Relevance to the searcher
• How effective Google thinks your ad will be

Question 18

True or false: the Ad Rank is just about price?

Answer 18

FALSE

Search engines consider relevance of your ad and your landing page, to ensure that only useful results are delivered to their users.

Question 19

True or false: the lower the quality score, the better.

Answer 19

FALSE

The higher the quality score, the better.

Question 20

What are the 5 key steps to SEM campaign management?

Answer 20

1. Determine KPIs and decide which keywords you want show ads for
2. Ads show when someone searches for your keywords
3. You pay when they click on your ad
4. Potential customers can easily find your website
5. On-going optimisation according to client KPIs.

Question 21

What are the 5 key points to ensure Effective Ad copy?

Answer 21

1. Include keywords - put the keyword in the title
2. Brand - highlight the unique selling proposition
3. Use a strong call to action - include prices, promotions
4. Land page relevance - ad copy should align with messaging on the landing page (where searchers can also find more info)
5. Check detail - pay attention to syntax, grammar and spelling

Question 22

True or false: Effective ad copy requires ongoing keyword and consumer research, as well as rigorous testing

Answer 22

TRUE