Game: AdWords Jeopardy

Conversion Tracking

100

What is an action that's counted when someone interacts with your ad and then takes an action that you've defined as valuable to the organization?

Conversion

200

This Adwords report shows every search query that resulted in your ad being shown and clicked.

Search Terms Report

300

When a customer clicks on your GSN or GDN ad, a temporary _______________ is placed on the user's computer or mobile device. This sends the conversion data to Google when customers complete the action you defined.

Cookie

400

Also known as "conversion tracking code", this piece of code is added to the HTML page or source code of your website allowing Google to track customer actions on your website.

Conversion Tag 

Also known as a Tag/Conversion Tracking Tag/ Code Snippet

500

After clicking your ad, a user lands on your website and subscribes to 2 of your newsletters ("Daily Devo" and "Weekly Sermon Updates"). 

What "conversion counting option" is more appropriate to use if you're not interested in counting every instance of the subscription but the number of leads/subscribers generated by the ad clicks?

One Conversion  (versus "Every Conversion")

Ads & Formats

100

Name two of the ad formats you can use on the Google Display Network.

Text 

Image

Rich Media

Video

200

What are the three components of an ad quality score?

Expected CTR

Ad Relevance

Landing Page Experience

300

If you want to direct people to specific pages of your website from your text ad, what extension would you use?

Sitelinks

400

Name two Google Display Network targeting options you can use in your campaigns.

Topic Targeting

Interest Categories

Placement Targeting

Contextual Targeting (By Keywords) 

Demographic Targeting

Site Category Exclusions

500

Name three types of extensions in a PPC ad.

Apps, Calls, Locations, Reviews, Sitelinks, Callouts, Consumer Ratings, Previous Visits, Seller Ratings

Performance Measures

100

This is counted each time your ad is served on Google's ad networks. This metric counts the times your GSN ad is shown on a search result page regardless if the ad is actually "seen" by the viewer or not.

Impression

200

What does ROAS mean?

Return on Ad-Spend, or ROAS, is a metric calculated by dividing the revenue generated from an ad campaign, by the cost of that campaign.

300

The total number of clicks divided by the total number of Impressions.

What is CTR (Click-Through-Rate)?

400

This is computed by dividing the number of conversions with the number of total ad clicks that can be tracked to a conversion during the same time period. For example, if there were 50 conversions from 1,000 clicks, then this is 5%.

Conversion Rate

500

Name three types of cost models for AdWords.

CPC (cost per click)

CPM (cost per thousand impressions)

CPA (cost per action/acquisition)

vCPM (cost per thousand viewable impressions)

CPV (cost per view)

AdWords Basics

100

What is the structure for an AdWords campaign?

Account

Campaign

Ad Groups

Keywords

200

What types of ads does Google provide that make up AdWords?

Search

Display

Mobile 

Shopping 

Video

300

To effectively reach potential customers, your text ads should be specific, actionable, and relevant. Name two tips that help your ads be more successful.

Highlight what makes the organization unique

Use a call to action

Include sale terms where appropriate

Match the ads to your keywords

Match the ads to the landing page

400

The number of impressions you've received divided by the estimated number of impressions you were eligible to receive.

What is Impression Share?

500

The premium is listed at $200. Its COGS is $100.00. You sold 6 of these products as a result of advertising them on Adwords. You spent $200.00 total on Adwords. Assuming these were the only costs, what is your ROI (in %)?

50% 

(Gross Profit - Investment) / Investment

($1,200Profit - $600COGS - $200AdWords) / $800

Setting Expectations

100

What are the names of the two "planners" that Google offers?

Keyword Planner

Display Planner

200

What is the email for Dunham's AdWords Manager account and how can a client give us access?

[e-mail]

Provide admin access by linking.

300

When would you recommend PPC over Display and when would you recommend Display over PPC?

PPC is a great fit for when clients want immediate results or leads.

Display is better for branding and awareness.

400

Name four ways to calculate your budget.

Monthly budget

Cost per click

Google's recommended budget

Ad delivery method

500

Name three budget strategies.

Build awareness: Let the world know about the ministry.

Influence consideration: Encourage customers to explore the website.

Driving action: Have customers sign up or make a purchase.