Google Ads Fundamentals Knowledge

You can win a higher ad position in the auction with a lower cost-per-click (CPC) bid by:

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Ad position is also influenced by the expected impact from ad extensions and other ad formats, such as sitelinks. This means that if two competing ads have the same bid and quality, the ad with the better expected impact from extensions will generally appear in a higher position than the other.

Cliff just started working with a client who has a very disorganized AdWords account. What’s an effective way for him to begin restructuring his client’s account?

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With AdWords, you’ll organize your account into separate campaigns, with each campaign focusing on a single business goal, such as driving traffic to your website, or offering, like a particular product or service. If your business serves several geographic areas, you might want to create a separate campaign for each location. One effective approach is to organize your campaigns to reflect the structure of your website. This allows you to create campaigns around specific themes or products. For example, an electronics retailer might create campaigns for specific product categories, such as televisions and cameras.

An e-commerce client wants her campaign to be more profitable. After calculating this client’s total profits from AdWords, what can you do to start maximizing results for profit?

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Test different cost-per-click (CPC) bids There are four steps to profit driven bidding in AdWords:

  • Define a formula that calculates total profits from AdWords.
Why: You need a formula to measure and optimize for profit in AdWords.
  • Run a broad-scale manual bid test.
Why: Get an edge in the auction by finding profitable bid opportunities faster than others can.
  • Evaluate results and measure your profit.
Why: Identify areas for improvement as you analyze results.
  • Use automation to adjust your bids.
Why: Free up your time so that you can focus on other strategic priorities.

Susan’s Sporting Goods sells a variety of sports equipment and clothing. How should Susan set up her AdWords account?

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Most businesses sell various products and or services. In order to easily view, edit, and report on the performance of different products and services, we recommend creating separate campaigns for each high-level product area or service you are advertising. Ad groups are groups of ads and their associated keywords. You’ll want to separate these groupings by product to ensure you can adjust your bids and budgets for each ad group.

When building a keyword list for a Display Network campaign, you should do which of the following:

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Choosing keywords for a Display Network campaign is about connecting your ads with people most likely to be interested in your business. Based on what you know about your customers, pick keywords that would you imagine would appear on websites your customers would visit.

How do cost-per-click (CPC) ads compete with cost-per-thousand impressions (CPM) ads on the Google Display Network?

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To keep things fair, when CPC and vCPM ads compete for the same Display Network placement, the two types of ads are compared apples-to-apples on how much they’re effectively willing to pay for the impression. With a vCPM ad, the max viewable CPM bid represents how much the advertiser is willing to pay for each 1,000 viewable impressions; with a CPC ad, Google estimates how many clicks the ad might receive in 1,000 impressions to get the comparison.

How are rich media ads different from other ad formats?

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Rich media ads allow you to more actively engage a web user than standard text or display formats. Rich media ads include video ads, Flash animated ads, and ads that mix text and animated content and designs. You can easily create these types of ads using the AdWords Ad gallery, or you can use existing rich media assets served through a third party ad server.

You want to generate leads with your AdWords campaign by encouraging people to fill out an interest form on your website. What do you need to know to measure return on investment (ROI) for this campaign?

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How much profit you’ve made from your ads compared to how much you’ve spent on those ads. Return on investment (known as ROI) measures the ratio of your profits to your advertising costs.

On the Google Display Network, your ad is eligible to show on a webpage if your:

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Google’s system analyzes the content of each webpage to determine its central theme, which is then matched to your ad using your keywords and topic selections, your language and location targeting, a visitor’s recent browsing history, and other factors.

What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand

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Select from these audiences to reach potential customers at scale and make them aware of your business. These audiences were built for businesses currently running a TV ad who would like to extend the reach of a TV campaign to an online context for an efficient price.

Google Ads Fundamentals Knowledge

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