Week 4 – Search engine marketing (SEM) and display advertising

attract and engage customers with digital marketing weekly challenge 4

1. Where do search engine marketing (SEM) ads typically appear?

  • On the top and bottom of search results pages
  • On informational websites
  • On email platforms
  • On social media feeds


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

  • You have control over which landing page you send the searcher to.
  • It is difficult to learn which ads are driving sales.
  • An algorithm determines what landing page to send the searcher to.
  • It will take months to appear on the search results pages.

3. You can learn when ads are driving sales.

  • Displays information that highlights a specific aspect of a product or service
  • Enables customers to find a local business and pull it up in Google Maps
  • Provides the option to call a business by clicking on its ad
  • Serves additional website links that may be helpful to the searcher

4. As a digital marketer creating a Google Ad, you have to determine what to achieve with the ad, such as more sales, leads, website traffic, or store visits. This describes which Google Ad setup step?

  • Choose your bidding strategy
  • Set up conversions
  • Define your campaign goal
  • Select your targeting


5. You are setting up keyword matching for “tennis shoes.” Your ad also shows for keywords such as “shoes for tennis,” “buy tennis shoes on sale,” and “red tennis shoes.” This represents which keyword match type?

  • Similar match
  • Broad match
  • Exact match
  • Phrase match

6.Which of the following statements regarding the Ad Rank factors are true?

  • The lower the bid, the higher the ad may show in the SERPs.
  • Ad extensions are an Ad Rank factor.
  • There are only three ad rank factors.
  • Google does not factor in the landing page quality.


7. Which of the following is a Google Ad best practice?

  • Always use the website homepage as the landing page.
  • Add generic sales language, such as “call us today.”
  • Include as many keywords in the headlines as possible.
  • Implement all ad extensions that make sense.

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

  • They typically take more time to create.
  • They have content optimized by Google Ads software.
  • They cannot include videos.
  • They show on fewer websites because the audience is more focused.

9. Which of the following are responsive display ad best practices? Select all that apply.

  • Create unique and effective ad copy
  • Upload the recommended number of assets
  • Ensure the landing page keeps the customer experience cohesive
  • Rotate in new display ads once a year

10. Fill in the blank: Ad _____ are a collection of similar ads, keywords, and bids that digital marketers use to organize Google Ads by a common theme.

  • campaigns
  • groups
  • formats
  • batches

Shuffle Q/A 1

11. What is a type of advertising model that allows businesses to pay only when someone takes an action on their ad?

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

12. As a digital marketer for an e-commerce business, you create an ad that links directly to their product page. What ad extension is this?

  • Call extension
  • Structured snippet extension
  • Sitelink extension
  • Price extension

Devendra Kumar

Project Management Apprentice at Google

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