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

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

13. As a digital marketer managing Google Ads, you track and determine if potential customers are becoming paying customers. This describes which Google Ad setup step?

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

14. Which of the following refers to the broad keyword match type?

  • It shows on searches that have the same meaning or same intent as a keyword
  • It shows your ads on phrases that relate to your keyword and may not include the keyword itself
  • It includes the meaning of your keyword and is more flexible than the exact match type
  • It gives you total control over who sees your ad and is more flexible than exact match type

15. Consider the following statement:

Google rates the relevance of your ads and landing page to a query and how likely a user is to click your ad.

What does this refer to?

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

16. When would marketers choose uploaded display ads instead of responsive display ads?

  • They are not familiar with the different ad sizes
  • They prefer that Google creates the ad
  • They do not have the design resources to create the ad
  • They have a specific vision for their ad design

17. To drive the best results, how many elements does Google recommend uploading for responsive display ads?

  • 5 headlines, 5 images, and 5 descriptions
  • 2 headlines, 2 images, and 2 descriptions
  • 20 headlines, 20 images, and 20 descriptions
  • 5 headlines, 10 images, and 15 descriptions

18. A marketer posts an ad that quickly appears in the search results pages. What does this refer to?

  • An advantage of advertising pay models
  • An advantage of search engine marketing
  • An advantage of Pay-per-click (PPC)
  • An advantage of search engine optimization

19. A business hasn't built up enough authority or reputation to receive traffic for certain search terms in the search listings. Which benefit of search engine marketing addresses this need?

  • It helps you reach customers who are likely to buy from your company
  • An algorithm to determine which landing page the searcher will go to
  • You can quickly appear in the search results pages
  • You can learn which of your ads are driving sales

20. As a digital marketer setting up a search engine marketing ad, you display information that highlights a specific aspect of a product. What is the term for this format?

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

21. As a digital marketer, your first step in creating a Google ad is to define your campaign goal. Which question will help to determine this?

  • What do you want to achieve with the ad?
  • What is the headline for the ad?
  • Where do you want the ad to appear?
  • What is your budget?

22. You are setting up keyword matching for “low-carb diet plan.” Your ad also displays for less targeted keywords such as “carb-free foods,” “low-carb diets,” and “low calorie recipes.”

What keyword match type is this?

  • Broad match
  • Narrow match
  • Similar match
  • Exact match

23. Which statement regarding Ad Rank factors is true?

  • Ad extensions have no impact on Ad Rank.
  • Google assesses the quality and relevance of a landing page to a query.
  • There are only three Ad Rank factors.
  • The lower the bid, the higher the ad may show in the SERPs.

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

  • Add generic sales language, such as “call us today.”
  • Include at least one keyword in the headlines.
  • Avoid adding more than one ad extension.
  • Always use the website homepage as the landing page.

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

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

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

  • Use the website homepage as the landing page to attract more customers
  • Use relevant ad extensions to provide additional information about the business
  • The keywords and copy on your landing page should be unrelated
  • Include at least one of the keywords in your ad group to target your audience

38. Fill in the blank: _____ is a type of advertising model that allows businesses to pay only when someone takes an action on their ad.

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

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

  • It will take months to appear on the search results pages
  • You will reach unlikely customers
  • You cannot control where you send the searchers
  • You can learn which ads are driving sales

40. Which of the following best describes the structured snippet extension?

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

41. As a digital marketer creating a Google Ad, you indicate the amount you want to spend over the course of a month by setting a daily sum. This describes which Google Ad setup step?

  • Select your targeting
  • Set up conversions
  • Choose your bidding strategy
  • Set your budget

42. What does an average daily budget indicate?

  • The amount you are willing to spend each time a potential customer clicks your ad
  • The words or phrases describing the product or service that you choose
  • The amount you are comfortable spending each day over the month
  • The way to organize and target ads into themed groups of keywords

43. What does Pay-per-click (PPC) allow businesses to do?

  • Increase its visibility on search engine results pages
  • Build authority or reputation and receive more traffic
  • Pay only when someone takes action on its ad
  • Pay based on how many times someone experiences an ad

44. A marketer is interested to learn which content is performing well and which can be improved. How does search engine marketing enable them to do this?

  • It gives them the control over which page displays in the search engine for a given search
  • It allows them to drive traffic to specific webpages on a website to collect data and learn which ads are driving sales
  • It allows them to quickly appear in the search results pages and build enough authority or reputation to receive traffic
  • It allows them to have a website, app, or product display in the SERPs when someone types in a certain searches

45. Which of the following are responsive display ad image tips? Select all that apply.

  • Add a logo, text, or button overlay
  • Make the product the focus of the image
  • Ensure the background suits the product
  • Use images with a strong visual focus

46. A business wants to drive searchers to the contact page instead of the home page. Which benefit of search engine marketing addresses this need?

  • You can quickly appear in the search results pages.
  • You can learn which of your ads are driving sales.
  • You can reach customers who are likely to buy from your company.
  • You have control over where you send the searchers.

47. What do you primarily learn when setting up conversions for a Google Ad?

  • You learn which bidding strategy ensures that your campaign will meet your specific goal
  • You learn how narrow or broad your audience targeting should be
  • You learn if potential customers are becoming paying customers by tracking their actions
  • You learn what your daily budget should be and how much you should spend each day

48. You are setting up keyword matching for "shoes for women". Your ad also shows for searches with the same meaning or intent as your keyword, such as "women shoes," "women shoe," and "shoes women."

What keyword match type is this?

  • Big match
  • Exact match
  • Phrase match
  • Different match

49. As a display ad best practice, you should use new display ads every few weeks. Why is this important?

  • Because banners become more effective over time, using new ads prevents potential customers from taking action too quickly.
  • Swapping lower-performing creative assets helps to align landing page copy and ad copy.
  • Because banners have limited space for headlines, using new ads allows you to create longer headlines.
  • Swapping lower-performing creative assets for new ads prevents potential customers from developing ad fatigue.

50. Fill in the blank: Ad _____ are a collection of similar ads, themed keywords, and bids.

  • formats
  • batches
  • groups
  • keywords

51. A business hasn't built up enough authority or reputation to receive traffic for certain search terms in the search listings. Which benefit of search engine marketing addresses this need?

  • It helps you reach customers who are likely to buy from your company
  • You can quickly appear in the search results pages
  • An algorithm to determine which landing page the searcher will go to
  • You can learn which of your ads are driving sales

52. Which of the following statements refers to ad rank? Select all that apply.

  • The quality of an ad does not affect the ad rank
  • It is a value Google uses to determine an ad’s position
  • There is one factor that determines ad rank
  • It is where an ad shows on a particular search

53. Fill in the blank: Ad _____ are a set of ad groups that share a budget, location targeting, and other settings.

  • formats
  • categories
  • campaigns
  • batches

54. What information does an ad extension include?

  • Additional products and images related to the search
  • Additional website links, a phone number, or an address
  • A link to call a business instantly 
  • A link to find a business on Google Maps

55. Which of the following refers to the phrase keyword match type?

  • It may not include the keyword itself and shows your ads to related keywords
  • It may show on searches that have the same meaning or same intent as a keyword
  • It gives you control over who experiences your ad and is more flexible than exact match
  • It is more flexible than exact match and more targeted than broad match

56. Fill in the blank: Ad _____ are the text, videos, and images that appear alongside Google search results.

  • budgets
  • formats
  • bids
  • keywords

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

  • Google provides all design resources to create the ad according to a specific format
  • You have less control over the ad’s appearance, but it is easier than creating the ad yourself
  • You will have to create the ad graphic, meet the required specifications, and then upload the ad
  • Google uploads the content, such as images, headlines, logos, videos, and descriptions

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