Google Adwords Section 4

Front 1

Google Network is made up of what two Networks?

Back 1

Search Network and Display Network. Together these networks make up thousands of sites that show targeted Google Adwords ads

Front 2

What participants are included in the Search Network

Back 2

Google, AOL, and other search partner sites

Front 3

What participants are included in the Display Network

Back 3

collection of websites that have partnered with Google (Display Partners); YouTube; and specific Google properties (such as GMail)

Front 4

What is the default setting for AdWords KEYWORD targeted campaigns in regard to their presence in the different parts of the Google Network? and what is the specific wording for this setting?

Back 4

Opted in to the ENTIRE Google Network: Google search, search partners, and the Display network. "Show ads on pages that match the broadest targeting method" is the specific wording of this setting.

You can opt in or out of either network at any time from the SETTINGS TAB for any Campaign page.

Front 5

How does Google target the keywords for the Search Network

Back 5

Google uses search targeting to match keywords to search terms on search sites. Ads shown on these pages appear alongside the search results and are specific to that particular search query. If the advertiser's keyword matches the user's search term, the advertiser's ad could appear.

Front 6

How does Google target the keywords for the Display Network?

Back 6

Google uses contextual targeting to match keywords to webpage content (called automatic placements)

Front 7

What are automatic placements?

Back 7

Placements where Google uses contextual targeting to match keywords to webpage content. When targeting Display Network, if the ad group also has keywords, the keywords and placements will work together to determine where ads should appear.

Front 8

What Google Networks are PLACEMENT targeted ads allowed on?

Back 8

ONLY on pages in the DISPLAY Network.

Front 9

What are "Managed placements"

Back 9

Placement targeted ads in the Display Network where you choose to manage seperately for increased control. You can choose a specific audience and site (or portion of a site) to target. You can increase or decrease your ad delivery by setting unique bids for each of your managed placements, or you can restrict the sites in the Display Network where your ads appear...you can also set "excluded placements".

Front 10

Google displays ads across the Search and Display Networks based on _______

Back 10

RELEVANCY

Front 11

the advertising performance on the Display Network does not affect your Quality Score on the Search Network because....

Back 11

The Quality Score is calculated seperately for the Search Network and the Display Network

Front 12

The appearance of your ads may vary slightly among the Google Network sites because....

Back 12

Google automatically formats your ads for you. This is so the ad matches the look and feel of the different webpages

Front 13

True or False, AdWords ads are ALWAYS labeled as "advertising related links" ?

Back 13

TRUE

Front 14

Which networks can Text ads appear on the Google Network?

Back 14

both search pages and on Display Network pages

Front 15

Which networks can Graphics (like image ads and video ads) appear on the Google Network?

Back 15

only on Display Network Pages

Front 16

what are 3 ways in which you can fine-tune your ads when targeting on the Search Network by...

Back 16

1) targeting specific areas and languages, 2)choosing specific keywords, or 3)assigning keyword match types.

Front 17

What are Placements and what are the two types of placements?

Back 17

Placements are locations on the Google Display Network where your ad can appear. The two types are automatic placements and managed placements.

Front 18

What is Device Platform Targeting? and what is its default setting for campaigns?

Back 18

It is a CAMPAIGN settings feature that allows you to target your text and image ads to one or both of the following: 1) Desktop and laptop computers 2) iPhones and similar mobile devices that use full (HTML) browsers. By default it targets BOTH (b/c ppl search & browse on mobile devices with full browsers same as when they do using a computer.

Front 19

Describe the setting for OPTING IN and OUT on the Device Platform Targeting

Back 19

You can opt your Campaign in and out of targeting either device platform from the SETTINGS tab of the campaign. But you have to be opted in to showing on at least ONE device platform

Front 20

What is the Quality Score

Back 20

it is a measure of how well your advertising matches what users are looking for, or how RELEVANT your ad is. Quality Scores help ensure that only the most relevant ads appear to users.

Front 21

What are the three types of Quality Scores that might apply to your campaigns?

Back 21

1) Quality Scores for keywords (when ads show on Google and the Search Network
2) Quality Scores for ads (when ads show on the Display Network
3) Quality Scores for mobile ads (when ads show on mobile devices)

THEY ARE ALL CALCULATED THE SAM WAY REGARDLESS OF WHICH DEVICE PLATFORM YOU CHOOSE TO TARGET

Front 22

describe what your Quality Score measures for keywords on Google and the Search Network

Back 22

it measures how relevant your keyword is to the user's query.

Front 23

The HIGHER a keyword's Quality Score...

Back 23

...the LOWER its CPC and better its ad position

Front 24

The LOWER a keyword's Quality Score...

Back 24

...the HIGHER the CPC and the ad will have a worse position

Front 25

List the 4 things the KEYWORD Quality Score will affect

Back 25

1) Your keywords' actual CPC
2) The first page bid amounts that you see in your account
3) whether a keyword is eligible to enter the ad auction
4) how high your ad ranking will be

Front 26

describe what your Quality Score measures for ads on the Display Network

Back 26

it measures how relevant your ad is to a particular web page.

Front 27

the HIGHER an ad's Quality Score...

Back 27

...the more likely it will appear on a Display Network page and the higher its position will be

Front 28

List the 2 things the Ad Quality Score will affect

Back 28

1) whether an ad is eligible to enter the ad auction
2) how high your ad ranking will be on Display Network placements

Front 29

True or False, your Quality Score on mobile devices is linked with your Quality Score on other devices.

Back 29

FALSE. Your Quality Score on Mobile devices is actually SEPARATE from your Quality Score on other platforms. It is based solely on your ad performance on mobile devices.

if you were to switch from Mobile and Laptop device targeting to just Mobile device targeting, it may appear to go up. But this is not the case because before the display quality score was a combination of both device platforms (with the ad entering the different auctions with the quality score appropriate for the platform). Now the display for your mobile only device platform targeting Just shows that specific mobile quality score which may have been higher or lower than the combined desktop and mobile Quality Score.

Front 30

How do you improve your keyword's Quality Score?

Back 30

Optimization is the best way to increase your keyword's performance without raising costs. If quality score is low, you may be using keywords, ads or landing pages that aren't targeted or relevant as they could be.

Go to the 'Keywords' tab in your account and perform keyword diagnosis

Front 31

How do you do a Keyword Diagnosis for Search Network ads?

Back 31

1) Click the Campaigns tab
2) click the keywords tab
3) Hover over the SPEECH BUBBLE ICON next to the status for any keyword. A box will appear (describing if it is showing ads, what the Quality Score is, if there are any problems with the Keyword relevance, landing page quality, or landing page load time etc

Front 32

How do you do a keyword Diagnosis for Search Network ads FOR MULTIPLE KEYWORDS

Back 32

1) Campaigns tab
2) Keywords tab
3) Click the More actions button
4) Select "Diagnose keywords" from the drop-down
5) You can then check on your ad's visibility (ex: see if particular countries, those on specific Google domains, or different languages are seeing your ads
6) Run test
7) notification will pop up at the top of the screen with the results from the diagnosis. The info from the Status column will then change. To see the additional details about the result for a particular keyword, hover over the SPEECH BUBBLE

Front 33

How do you clear a keyword diagnosis

Back 33

Click CLOSE in the strip above the table

Front 34

True or False, the keyword diagnosis that you ran will continually refresh after you have run it and when you check the diagnosis details you will see updated information each time you check

Back 34

FALSE. Results are only applicable at the time when you run the diagnosis and will quickly become outdated. your most recent diagnosis will be indicated by a timestamp above your statistics table. Run a new keyword diagnosis whenever you want to see fresh data.

Front 35

How do you filter your diagnosis results so that it only selects the keywords statuses you want

Back 35

1) toolbar, click FILTER
2) Create filter" from the drop down menu
3)Select "Status" from teh drop-down menu
4) select or deselect the checkboxes for the keyword statuses you'd like to filter

Front 36

How do you do a Placement Diagnosis for for Display Network ads?

Back 36

1) click the Networks tab
2)in the Display Network section of your statistics table, click SHOW DETAILS for your managed placements
4) Under the "Status" column, hover over the SPEECH BUBBLE icon next to the status of one of your placements. Diagnostic info will appear (ex: Your ad is not running on this placement because it has lost in the auction to more competitive ads)

Front 37

Since performance statistics are aggregated when targeting both device platforms, what can you do in order to see the individual performances

Back 37

to see performance statistics broken out by device platform type, you should create two separate, identical campaigns and target them to different device platforms

Front 38

Are mobile devices targeted by default?

Back 38

Yes

Front 39

Why Might you want to target iPhone and smart phone users?

Back 39

iPhones and similar mobile devices that use full (HTML) browsers will be able to show your ads.

And people are using their phones a lot lately, a lot of times they are closer to a buying decision because they may be close to your clients location and be searching for the product and service and you can optimize your performance by queing in to these patterns.

Front 40

When setting up keywords for your ad groups, What are the 5 Keyword match types? and what do they help you to do for your ads?

Back 40

1) Broad match
2) Phrase match
3) Exact match
4) Negative match
5) Embedded match

They help you to reach people precisely when they are looking for what you have to offer

Front 41

When setting up keywords for your ad groups,What is the default match type setting for all keywords

Back 41

Broad match

Front 42

When setting up keywords for your ad groups, what is the keyword match type: Broad match?

Back 42

All searches made using your keyword (in any order or combination) might display your ad. Searches for similar or related queries might also trigger your ad

Front 43

When setting up keywords for your ad groups, what is the keyword match type: Phrase match?

Back 43

narrows your reach by requiring the words to appear in that exact order

Front 44

When setting up keywords for your ad groups, what is the keyword match type: Exact match?

Back 44

further narrows your reach by showing your ad when the exact phrase is used in the search - without any other words before between or after

Front 45

When setting up keywords for your ad groups, what is the keyword match type: Negative match? give examples of ones a client or advertiser MIGHT not want their ad associated with

Back 45

eliminates searched phrases you don't want your ad to appear for, such as cheap or free.

Front 46

When setting up keywords for your ad groups, what is the keyword match type: Embedded match?

Back 46

allows you to prevent your ad from appearing in relation to certain phrase or exact matches