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Quiz Chapter 6

This document is a chapter summary for Chapter 6: Paid Search Marketing from the book Digital Marketing Essentials by Larson & Draper. It includes an introduction to the chapter, 6 sections on topics like paid search advertising, choosing search targets, writing ad copy, and analyzing results. It also includes a 10 question quiz on the chapter material.

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494 views6 pages

Quiz Chapter 6

This document is a chapter summary for Chapter 6: Paid Search Marketing from the book Digital Marketing Essentials by Larson & Draper. It includes an introduction to the chapter, 6 sections on topics like paid search advertising, choosing search targets, writing ad copy, and analyzing results. It also includes a 10 question quiz on the chapter material.

Uploaded by

Arun
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Welcome,Shivakumar!

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Digital Marketing Essentials


November 2019
Larson & Draper
Digital Marketing Essentials
Chapter 1: Digital Marketing Foundations
Chapter 2: Web Design (Desktop and Mobile)
Chapter 3: Analytics
Chapter 4: On-Site SEO
Chapter 5: Off-Site SEO
Chapter 6: Paid Search Marketing
Introduction
1: Paid Search Advertisin...
2: Choosing Search Target...
3: Writing Ad Copy
4: Buying Ad Space
5: Analyzing Results
6: Google Ads Account Str...
Chapter 6 Quiz
Expert Sessions
Student Resources
Chapter 7: Display Advertising
Chapter 8: Email Marketing
Chapter 9: Social Media 1
Chapter 10: Social Media 2
Chapter 11: Online Reputation Management (ORM)
Chapter 12: Mobile Marketing
Chapter 13: Digital Strategy
Acknowledgments
Book Information
Expert Sessions
Student Resources

DIGITAL MARKETING ESSENTIALS

Chapter 6: Paid
Search Marketing
Chapter 6 Quiz

Sunday, April 12, 2020 8:30


Due Date:
PM
Time
None
Limit:
Status: Incomplete
Which of the following is NOT a match type for selecting search ad targets?

phrase match

broad match

exact match

precise match

An advertiser wants to show search ads to people searching for running shoes. She wants her ad to

show only for searches who use “running” or a close variant, but she wants to allow for broader

matching to “shoes”. Which keyword will accomplish this?

+running +shoes

“running shoes”

+running shoes

[running shoes]
A website that sells high-end ties notices that its ads are showing up for searches that include

“cheap”. Because its ties are expensive, it does not want its ads to show up for searchers using the

word “cheap”. What should this advertiser do?

change exact match keywords to phrase match keywords

change any modified broad match keywords to broad match keywords

use only exact match in its keyword lists

add the word “cheap” to its negative keyword list

An experiment at eBay showed that advertising on branded keywords (searches that included

“eBay”) were not profitable because

searchers clicked the organic listing when the advertised listing was not available

search advertisements generated almost no clicks

branded keywords are especially expensive on search engines

eBay’s analytics showed that the ROAS was low

In what way is the Final URL the most important part of a search ad?
If the final URL is wrong, searchers cannot reach the website properly

Quality score is calculated based exclusively on the final URL

As the longest part of the search ad, it takes up the most space

The final URL is bolded for users, so it most readily entices a click

Which of the following is NOT recommended to be shown in a search ad?

unique value proposition

keywords

call to action

reference to competitors

To conduct an A/B test on ad copy, an advertiser merely has to

create multiple accounts

create multiple ad groups, each with a different ad

create multiple ads in an ad group


create multiple ad campaigns, each with a different ad group

Which of the following is NOT used when calculating an ad’s Quality Score?

Landing page experience

Expected CTR

Organic search ranking

Ad relevance

Return on Advertising Spend (ROAS) cannot be calculated within an AdWords account unless

the advertiser has achieved at least 50 conversions within the past month

the advertiser has a six month history of AdWords advertising

conversion tracking is set up properly in analytics (or Tag Manager) and connected to the AdWords

account

the advertiser spends a minimum of $250 per week on AdWords

An ad’s location, bid strategy, daily budget, ad extensions, and more are all determined at what level

within the AdWords account?


the ad group level

the keyword level

the ad level

the campaign level

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