Wordstream PPC Flashcards

Let's imagine that you need to advertise a new product in a certain area. What steps ought you to take?

Answer: Create a new campaign

To advertise a new product in a specific area, creating a new campaign is the most appropriate step. Campaigns allow you to set distinct geographic targets, budgets, and bidding strategies, which are crucial for a new product launch in a defined region. An existing campaign might have different targets or budgets that wouldn't suit the new product's specific needs.

Which of the following is not an account optimization method?

Answer: Increasing your daily budget

Increasing your daily budget is a scaling action, not an optimization method. Optimization focuses on improving the efficiency and performance of your existing budget and settings, such as editing landing pages for better conversions, organizing ad groups for relevance, or adjusting CPC bids for better ROI. Increasing the budget simply allows for more spending, not necessarily better performance per dollar spent.

It's vital to look through the websites and marketing of rival companies.

Answer: To help you get an idea of what sets you apart from them

Reviewing competitors' websites and marketing is crucial for understanding their unique selling propositions and identifying gaps in the market. This insight allows you to differentiate your own products or services, craft unique messaging, and highlight what makes your offering superior or distinct. It helps you carve out your own niche rather than simply mimicking others.

Which of the following is not a good approach to increase the number of keywords in your list?

Answer: List as many keywords as possible to draw all possible traffic.

Listing as many keywords as possible without regard for relevance or quality is not a good approach. This 'spray and pray' method often leads to irrelevant traffic, wasted ad spend, and lower Quality Scores. A better strategy involves focusing on relevant, high-intent keywords, using variations, and leveraging keyword tools for targeted expansion.

What can't you do to raise the quality score of a specific keyword?

Answer: Reset the QS so it can have a fresh start

You cannot manually 'reset' a keyword's Quality Score. Quality Score is a dynamic metric calculated by Google based on real-time performance and historical data. While you can take actions like improving ad relevance, landing page experience, or CTR to influence it, there's no button or setting to simply wipe it clean and start over.

What is the top-down structure of an AdWords account?

Answer: Account, campaign, ad group, ad text and keywords and placements

The top-down structure of a Google Ads (formerly AdWords) account is hierarchical: the Account is the highest level. Within an Account, you create Campaigns. Each Campaign contains Ad Groups, and within each Ad Group, you define your Ad Text (ads) and Keywords (and potentially placements for display campaigns). This structure ensures organized management and targeted advertising.

Which of the subsequent operations is not possible from the "Keywords" tab?

Answer: Edit your AdWords ad text

While the 'Keywords' tab allows you to manage keywords, including editing bids, pausing them, and checking their status, you cannot directly edit your ad text from this tab. Ad text is managed within the 'Ads & extensions' tab, as ads are distinct entities linked to ad groups, not individual keywords. This separation ensures clear organization of your campaign components.