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Google Advertising Fundamentals Exam - Practice Test (GyaniAkash)

Terms in this set (60)

A) Question 5 Explanation: Tips for creating successful text ads
Successful text ads are specific, relevant, attractive, and empowering.

Highlight what makes you unique Free shipping? Dazzling variety? Tell people! Showcase the products, services, or offers that make you competitive.

Include prices, promotions, and exclusives People often use Google search to make a decision about something. Give them what they need to decide. If you have a limited-time discount or stock an exclusive product, say so.

Empower customers to take action Are you selling something? Tell people what they can buy. Are you offering a service? Tell people how to contact you. Calls to action like purchase, call today, order, browse, sign up, or get a quote make clear what the next steps are.

Include at least one of your keywords Keywords in your ad text show your ad's relevance to what people want. For example, if you've included digital cameras as a keyword, your ad headline could be "Buy Digital Cameras."

Match your ad to your landing page Have a look at the page that you're linking to from your ad (the landing page), and make sure that the promotions or products in your ad are included there. People might leave your website if they don't find what they expect.

Appeal to customers on mobile People seeing your ads on mobile are more likely to want to know where you are, or to call you. Show your location and phone number with location extensions and call extensions. Also, consider creating ads devoted to people on mobile devices, using the mobile version of your website as a landing page, and offering specials suited to a mobile audience. Keep in mind, your text ads can appear differently on mobile.

Experiment Create three to four ads for each ad group, and use different messages for each to see which does the best. AdWords rotates ads automatically to show the best-performing ads more often. Learn more about ad rotation.

Check for common ad text mistakes In order to make sure all AdWords ads are high quality, every ad must meet high professional and editorial standards. That means no extra spaces, sTrAnGe CAPITALIZATION, or unclear URLs, to name a few.

Basic ways to improve your ROI

If you find that a large percentage of visitors have clicked your ad but haven't made a purchase or performed an action you'd like them to take, the following steps may help you increase your conversions and ROI:

Use a landing page that's most relevant to your ad: When customers click your ad, they expect to see a webpage highlighting the exact product, deal, or information described in your ad. If they don't find what's promised as soon as they arrive, they're more likely to leave your site without making a purchase or signing up for your service. Be sure that any promotions and discounts mentioned in your ad text are visible on your landing page.

Use highly relevant keywords and ad text: If you use general keywords and ad text, a customer may arrive at your site expecting to find something that you don't offer. Highly targeted keywords and ad text help ensure that your ads show only on searches relevant to your product or service.

Adjust your bids: The bottom line for any keyword is how much value it generates compared to its cost. For keywords that show a profit, increase the bid to increase exposure and generate more traffic. For keywords that aren't profitable, decrease the bids to lower your costs or even consider removing those keywords.

Add successful sites as placements: For campaigns running on the Display Network, you can use the Placements tab to see all of the web pages, apps, and videos where your ads appeared. If you find that your ad performs particularly well on a given website, try adding that website as a managed placement.

AdWords Editor includes several tools for getting keyword ideas and organizing keywords within an account. These tools are available in the Tools menu.

Keyword Grouper: The Keyword Grouper breaks up your keyword list into groups of related terms and allows you to create new ad groups with the related keywords. Your keywords will be copied automatically into the new ad groups and deleted from their original locations.
Keyword Opportunities: This tool includes several features for finding new keywords for your account and adding the new keywords directly to new or existing ad groups. The Keyword Opportunities features include:
• Keyword expansion: Generate keyword ideas based on descriptive words or phrases. For example, enter the term "gourmet coffee" to see other related terms, along with the estimated search volume and competition for each keyword.
• Search-based keywords: Find new keywords that are relevant to your website. Based on your website URL, this feature generates a list of relevant user queries that have occurred on Google search properties with some frequency over the past year. The keyword suggestions won't overlap with any of the keywords currently in your campaigns.
• Keyword multiplier: Combine lists of terms to form a new keyword list. For example, your first list could contain adjectives, such as "cheap" and "discount." Your second list could contain products or services, such as "hotels" and "motels." The tool will then show you combinations of those terms, so you can select the appropriate ones for your account. Keywords with low search traffic are automatically excluded from the combined list.