Week 4 – Search engine marketing (SEM) and display advertising – Shuffle Q/A 2

25. Which of the following is true of responsive display ads?

  • They typically take more time to create.
  • They can include videos.
  • They are optimized manually by the digital marketer.
  • They show on fewer websites because the audience is more focused.

26. To create unique and effective copy for a responsive display ad, what should the headline communicate?

  • A different message to the landing page copy
  • The brand or product’s importance according to the marketers
  • A long description and a sense of urgency
  • The brand or product’s value in an interesting and useful way

27. Which of the following statements regarding search engine marketing is true?

  • An algorithm determines which landing page the searcher will go to.
  • Graphical ads are shown to anyone who makes a search related to the business.
  • You can quickly appear in the search results pages.
  • It is difficult to learn which ads are driving sales.

28. As a digital marketer setting up an SEM ad, you include information about the business such as additional website links, a phone number, and an address. What is the term for this additional information?

  • Ad feature
  • Ad extension
  • Information extension
  • Information feature

29. Which statement regarding Ad Rank factors is true?

  • You should avoid using extensions.
  • The higher the bid, the higher the ad may show in the SERPs.
  • There are only two factors to consider
  • Google does not factor in the landing page quality.

30. As a digital marketer, you will consider several best practices when creating effective ads. Which of the following is a Google ad best practice?

  • Include generic sales language, such as “call us today” or ““sign up today”
  • Always use the website homepage as the landing page for ads
  • Use all ad extensions, whether they are relevant or not
  • Use relatable calls to action, such as “book your dream vacation”

31. As a digital marketer, you may create ads. Which of the following refers to responsive display ads?

  • You require all design resources and the time to create the ad according to a specific format
  • You use Google to upload the content, such as images, headlines, logos, videos, and descriptions
  • You have less control over the ad’s appearance, but it is easier than creating the ad yourself
  • You have total control and are required to generate ad combinations for website and apps

32. To ensure a cohesive customer experience for a responsive display ad, what best practice should the landing page follow?

  • The messaging on the landing page should be different to the messaging on the ad
  • The use of new ads prevent potential customers from developing ad fatigue
  • The messaging on the landing page should match the messaging on the ad
  • The headline should be clear and effective without the support of a description

33. Fill in the blank: The amount you are willing to spend each time a potential customer clicks your ad or calls you is known as a(n) _____.

  • bid
  • campaign
  • ad format
  • average daily budget

34. A marketer only pays when someone takes action on their ad. What type of advertising model is this?

  • Pay-per-click (PPC)
  • Conversion rate advertising
  • Cost-per-impression (CPM)
  • Revenue sharing

Shuffle Q/A 3

35. Which of the following refers to the exact keyword match type?

  • It includes the meaning of your keyword and is more flexible than the broad match type
  • It may not include the keyword itself and shows your ads to related keywords
  • It may show your ads on searches that have the same meaning or intent as the keyword
  • It shows your ads on phrases that relate to your keyword and may not include the keyword itself

36. Consider the following statement:

The more you're willing to pay, the higher it may show in the SERPs.

What does this refer to?

  • Ad Rank factors
  • Ad position status
  • Keyword match types
  • Ad quality factors

Devendra Kumar

Project Management Apprentice at Google

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