Google Ads Campaign Management Flashcards

What is dynamic keyword insertion (DKI) in Google Ads?

Answer: Inserting the user's search query into your ad text dynamically

DKI automatically replaces a placeholder in your ad with the keyword that triggered the ad, making the ad copy more relevant to the searcher's query.

Which Google Ads report is most useful for identifying new negative keyword opportunities?

Answer: Search Terms report

The Search Terms report shows the actual queries that triggered your ads, making it the primary tool for identifying irrelevant searches that should be added as negatives.

In Google Ads, what is the recommended minimum number of assets for a Responsive Search Ad (RSA)?

Answer: 15 headlines and 4 descriptions

Google recommends providing 15 headlines and 4 descriptions for RSAs to give the system maximum flexibility to test combinations and optimize performance.

What does 'conversion lag' mean in the context of Google Ads reporting?

Answer: The time between an ad click and when the conversion is recorded

Conversion lag is the elapsed time between a user clicking your ad and completing a conversion action, which can range from minutes to several weeks.

What is the Google Ads 'observation' targeting method used for?

Answer: Monitoring how an audience performs without limiting reach

Observation targeting collects performance data on a specified audience segment without restricting who sees your ads, allowing you to analyze results before applying bid adjustments.

Which Google Ads attribution model gives full credit to the last ad clicked before a conversion?

Answer: Last click

The last-click attribution model assigns 100% of the conversion credit to the final ad and keyword that a user clicked before converting.