Chapter 6 Quiz

Which of the following is NOT a match type for selecting search ad targets?

• Exact match

• Broad match

• Phrase match

• Precise match

The three match types vary in how close the search phrase an the keyword have to be in order to trigger the match. Which match type is in the middle (bot the closest but not the furthest)?

• Precise match

• Broad match

• Phrase match

• Exact match

 A website that sells high-end ties notices that its ads are showing up for searches that include “cheap.” Because its ties are expensive, it does not want its ads to show up for searchers using the word “cheap.” What should this advertiser do?

• Change exact match keywords to phrase match keywords

• Change any modified phrase match keywords to broad match keywords

• Use only exact match in its keyword lists

• Add the word “cheap” to its negative keyword list

An experiment at eBay showed that advertising on brand keywords (searches that included “eBay”) were not profitable because:

• Brand keywords are especially expensive on search engines

• eBay’s analytics showed that the ROAS was low

• Searchers clicked the organic listing when the advertised listing was not available

• Search advertisements generated almost no clicks

In what way is the Final URL the most important part of a search ad?

• As the longest part of the search ad, it takes up the most space

• If the final URL is wrong, searchers cannot reach the website properly

• The final URL is bolded for users, so it most readily entices a click

• Quality score is calculated based exclusively on the final URL

Which of the following is NOT recommended to be shown in a search ad?

• Keywords

• Reference to competitors

• Call to action

• Unique value proposition

If I write five headlines for a Responsive search ad, which headlines will show up in the ad?

• Every ad impression will include a subset of the headlines, but all five headlines will be selected from

• Only the best-written headlines will be shown

• Only the first two headlines

• Sometimes the first two headlines will be displayed and sometimes the first three headlines will be displayed

Which of the following is NOT used when calculating an ad’s Quality Score?

• Landing page experience

• Organic search ranking

• Expected CTR

• Ad relevance

Return on Advertising Spend (ROAS) cannot be calculated within a Google Ads account unless:

• The advertiser has achieved at least 50 conversions within the past month

• Conversion tracking is set up properly in analytics (or Tag Manager) and connected to the Google Ads account

• The advertiser has a six month history with Google Ads

• The advertiser spends a minimum of $250 per week on Google Ads

An ad’s location, bid strategy, daily budget, ad extensions, and more are all determined at what level within the Google Ads account?

• The keyword level

• The campaign level

• The ad level

• The ad group level