Google Ads Fundamentals Flashcards

What is Quality Score in Google Ads?

Answer: A 1-10 rating of the relevance and quality of your keywords, ads, and landing pages

Quality Score rates keyword relevance on a 1-10 scale based on expected click-through rate, ad relevance, and landing page experience, directly affecting ad rank and cost-per-click.

What is the difference between broad match, phrase match, and exact match keywords?

Answer: Broad matches related queries, phrase matches queries containing the phrase, exact matches the specific query

Broad match triggers ads for related searches (widest reach), phrase match triggers when the query contains the phrase meaning, and exact match triggers only for the specific keyword meaning (most restrictive).

How does the Google Ads auction determine ad placement?

Answer: Ad Rank = Max Bid × Quality Score, plus ad extension impact

Google Ads uses an auction where Ad Rank is calculated from your bid amount, Quality Score components, and expected impact of ad extensions, meaning a lower bid with higher quality can outrank a higher bidder.

What are responsive search ads (RSAs)?

Answer: Ads where you provide multiple headlines and descriptions, and Google automatically tests combinations

RSAs allow advertisers to provide up to 15 headlines and 4 descriptions, and Google's machine learning automatically tests different combinations to find the best-performing variations for each search.

What is remarketing in Google Ads?

Answer: Showing ads to people who have previously visited your website or used your app

Remarketing targets users who have already interacted with your website or app by showing them relevant ads as they browse other sites, watch YouTube, or use apps, encouraging them to return and convert.

What is a conversion in Google Ads?

Answer: A completed desired action by a user after clicking an ad, such as a purchase, sign-up, or phone call

A conversion is any valuable action a user takes after interacting with your ad — purchases, form submissions, phone calls, app installs — tracked to measure campaign ROI and effectiveness.