Ad Copywriting and Creative Strategy Flashcards

Which Google Ads extension adds clickable links to specific pages of a website beneath the main ad?

Answer: Sitelink extensions

Sitelink extensions display additional clickable links to specific website pages beneath the main ad, giving users more navigation options.

What is the primary purpose of callout extensions in Google Ads?

Answer: To highlight unique selling points or offers in non-clickable text

Callout extensions add short, non-clickable text snippets that highlight unique benefits or features such as 'Free Shipping' or '24/7 Support.'

Which ad extension is best suited for an e-commerce advertiser who wants to display specific product names and prices directly in the ad?

Answer: Price extensions

Price extensions display a menu of products or services with their individual prices in the ad, allowing users to compare offerings before clicking.

What is the character limit for each individual callout extension text in Google Ads?

Answer: 25 characters

Each callout extension is limited to 25 characters, requiring advertisers to communicate value in a brief, punchy phrase.

In SEM ad copywriting, 'ad mirroring' refers to which technique?

Answer: Echoing the language of the user's search query in the ad copy

Ad mirroring involves using words and phrases from the user's own search query in the ad copy to increase perceived relevance and improve CTR.

To improve ad relevance as part of Quality Score, where is it most impactful to include the target keyword?

Answer: In the ad headline

Including the target keyword in the headline is the most impactful placement for ad relevance because headlines are the most prominent part of the ad that Google evaluates.

What is the maximum number of description lines that can be provided when building a Responsive Search Ad?

Answer: 4

RSAs support up to 4 description lines (each up to 90 characters), and Google's system automatically tests combinations to find the best performers.