Keywords
What are the three main keyword match types?
Broad, Phrase, and Exact Match
Layer this type of audience into your campaigns when trying to target users who are already looking to purchase a certain good or service:
In-Market Audience
It is best practice to have this many RSAs per ad group:
2
These metrics can provide you directional understanding of what optimizations are needed for your current performance against overall opportunity available?
Competitive metrics - These consist of Impr Share, Lost Impr Share to Rank, Lost Impr Share to Budget
What are the two main paid search advertising platforms?
Google Ads & Microsoft Ads
Pull this type of report to see the keywords for which your ads are serving and add negatives if there are any irrelevant ones:
Search Terms / Search Query Report
CRM audience list are also considered "what" to platforms
1st party data
What is the character limits for RSA headlines and descriptions?
Headlines - 30
Descriptions - 90
Total Eligble Impression (TEI) determine how much impressions you could have shown up for. You can calculate this by
Taking your impressions divide by Impr Share.
Google and Microsoft are currently competing on implementing "what" with their search engine?
AI
What is Google’s keyword research tool called?
Keyword Planner
With which company does Microsoft partner for industry, company, and job function targeting?
What is the maximum number of headlines AND maximum number of descriptions in an RSA?
15 Headlines, 4 Descriptions
This metric determine how many times you and a competitor have shown up at the same time
Overlap Rate
This new campaign type allows you to access all of your ad inventory across channels like YouTube, Display, Search, + Discover from one single campaign:
Performance Max
What is the keyword type that was recently phased out of Google Ads?
Broad Match Modifier (BMM)
For Discovery campaigns, targeting is at the _______ level?
Ad Group
You can pull this type of report to see performance of the headlines and descriptions of your RSAs, which are serving together, and which variations are serving more often:
Combination Report
DOUBLE JEOPARDY! - Pull DJ1 Image
$125
Google is really pushing teams to move to this standard of bidding strategy
VBB = Value Based Bidding
What is the maximum number of negative keywords that can be housed in an account for search campaigns?
10,000
An audience list must have at least X number of users before it can be applied to a campaign/ad group?
1000 Users
Path 1 & 2
These metrics replaced what use to be Avg Pos.
Search absolute top/top impression share
With third-party cookie depreciation approaching, this is Google’s current solution that is being fleshed out to replace cookies:
Topics API