Google Ads Basics
Define PPC and provide one benefit of using it.
What is Pay Per Click;
Benefit: Controlled costs or measurable ROI
Differentiate between manual CPC and enhanced CPC.
Manual sets exact bids; Enhanced adjusts based on conversion likelihood
Break down the impact of CTR on Quality Score.
Higher CTR suggests relevance, improving QS and lowering CPC
How does Broad Match Modifier(BMM) differ from Broad Match?
BMM (now deprecated) required terms to appear; Broad Match is more flexible
How does CTR inform you about ad performance?
High CTR = relevance; Low CTR = potential issues
List all components of a responsive search ad.
What is Headlines, Descriptions, Final URL, Path fields
How does target CPA bidding work?
Auto-adjusts bids to get the most conversions within a target CPA
Define Ad Rank and explain how it’s calculated.
Bid × QS × expected impact of ad extensions and formats
Give an example where Phrase Match outperforms Exact Match.
Capturing user intent variations while preserving control
Why might high impressions with low conversions occur?
Weak landing page or poor targeting/irrelevant keywords
What is the difference between a text ad and a responsive search ad?
RSA adapts automatically using multiple headline/desc combinations
What are portfolio bid strategies, and why use them?
Automated strategies applied across campaigns for performance goals
How does landing page experience affect Quality Score?
Better experience increases QS and ad Rank
Explain implications of keyword cannibalization.
Multiple keywords compete in same auction, reducing efficiency
How does Google define a conversion, and how can it be customized?
Any tracked action; Customizable via goals/settings
Describe how Google’s auction works in paid search.
Real-time auction determining ad placement based on Ad Rank
Explain shared budgets and their benefits.
Single budget split across multiple campaigns; efficient allocation
Why might an ad with a lower bid rank higher than a competitor’s?
Higher QS or extension performance boosts Ad Rank
How do match types influence search query reports?
Broader types show wider variety; Exact is tightly matched
What insights does Impression Share provide?
Portion of total impressions you’re receiving vs. available
Explain how ad extensions influence performance.
Increase visibility and CTR; enhance relevance and value
Compare ROAS with ROI in the context of paid search.
ROAS: Revenue/ad spend; ROI: Profit/investment
Describe how device type or location might impact Ad Rank.
Different QS or competition per device/location influences rank
What are the strategic uses of Negative Phrase vs. Negative Exact?
Phrase blocks variations; Exact only blocks that specific query
Explain attribution models and their impact on reporting.
Assign credit to touchpoints; impacts optimization decisions