PPC Fundamentals
Name a common bid strategy in Google Ads.
What is Target CPA (Cost Per Acquisition), Target ROAS (Return on Ad Spend), Maximize Clicks, Manual CPC, or Enhanced CPC.
This metric is used to measure how often your ad is clicked after being shown.
What is Click-Through Rate (CTR)
Any action taken by a user that meets a predefined goal, such as completing a purchase, signing up for a newsletter or filling out a form.
What is a conversion?
This form of YouTube (YT) buy includes premium inventory and allows advertisers to place ads on a curated selection of the top YT content.
What is YouTube Select?
This tool is commonly used for keyword research in Google Ads.
What is Google Keyword Planner?
This match type allows ads to show for searches that include any variation of the keyword, including synonyms, related searches, or misspellings.
What is "broad match"?
This type of ad automatically adjust their headlines and descriptions based on the keywords the user is searching for, providing more relevant ad content.
What is a Responsive Search Ad?
The previous iteration or former name of our dear friend, GA4 (it's not google analytics).
What is Universal Analytics?
In YouTube advertising, this metric tracks how often an ad is watched to completion or for at least 30 seconds, whichever comes first.
What is a "video view"?
____ - ____ keywords are broad and usually consist of one or two words, while ___-___ keywords are more specific and often longer (both include a word that typically refers to a part of an animal).
What is short-tail and long-tail?
PPC stands for this in digital marketing.
What is "Pay-Per-Click"?
This tactic involves targeting ads to users who have previously visited your website or interacted with your brand but did not complete a conversion.
What is "remarketing"?
3 examples of pre-defined Google Ads conversion goals (6 total).
What is 1) purchase 2) add to cart 3) submit lead form 4) download 5) engagement 6) page view
This YouTube campaign type is best for maximizing user impressions.
What is Reach or Brand Awareness?
What is the most common external reason for CPC increases on a set of keywords?
What is competition?
This metric used by Google Ads measures the relevance and quality of your ads, keywords, and landing pages.
What is Quality Score?
This process determines which ads are shown in response to a search query. It is based on a combination of factors like bid amount, Quality Score, and the relevance of the ad to the search query. Millions of these happen every second on Google
What is the auction?
A tool developed by Google that helps manage and deploy marketing tags (like conversion tracking, remarketing, or Google Analytics) on a website without needing to modify the code directly.
What is Google Tag Manager
This type of YouTube ad appears before a video, is non-skippable, and typically lasts for 15-20 seconds, making it highly effective for short and impactful messaging.
What is a "bumper" ad?
This type of report helps identify new keywords and negate others.
What is a Search Query Report (SQR)
This formula makes up your "Ad Rank" in Google Ads.
What is "Max CPC bid x Quality Score"
This term defines an extremely general approach to targeting and typically comes in the form of either a DSA or shopping campaign
What is a catch-all
____ is the process of assigning credit to different touchpoints in the customer journey to determine which interactions (e.g., ads, keywords) are most responsible for conversions.
What is attribution (modeling)?
This more action-focused YouTube format will no longer be offered in Q1 2025, as it will roll under Demand Gen.
What is a "Video Action Campaign" (VAC)?
A + sign indicates this form of a (now retired) match type.
What is broad match modified (BMM)?