SEM Ad Copywriting and Creative Strategy 2 — Questions and Answers
Question 1: Which Google Ads extension adds clickable links to specific pages of a website beneath the main ad?
- Callout extensions
- Sitelink extensions (Correct answer)
- Structured snippet extensions
- Call extensions
Correct answer: Sitelink extensions
Sitelink extensions display additional clickable links to specific website pages beneath the main ad, giving users more navigation options.
Question 2: What is the primary purpose of callout extensions in Google Ads?
- To add a phone number to the ad
- To highlight unique selling points or offers in non-clickable text (Correct answer)
- To display product prices alongside the ad
- To show star ratings and reviews
Correct 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.'
Question 3: Which ad extension is best suited for an e-commerce advertiser who wants to display specific product names and prices directly in the ad?
- Structured snippet extensions
- Price extensions (Correct answer)
- Promotion extensions
- Image extensions
Correct 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.
Question 4: What is the character limit for each individual callout extension text in Google Ads?
- 15 characters
- 25 characters (Correct answer)
- 50 characters
- 80 characters
Correct answer: 25 characters
Each callout extension is limited to 25 characters, requiring advertisers to communicate value in a brief, punchy phrase.
Question 5: In SEM ad copywriting, 'ad mirroring' refers to which technique?
- Running identical ads across all campaigns for consistency
- Echoing the language of the user's search query in the ad copy (Correct answer)
- Replicating a competitor's successful ad format
- Matching the ad's creative to the landing page design
Correct 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.
Question 6: To improve ad relevance as part of Quality Score, where is it most impactful to include the target keyword?
- In the ad headline (Correct answer)
- In the display URL only
- Only in the description lines
- In the ad extension callout text
Correct 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.
Question 7: What is the maximum number of description lines that can be provided when building a Responsive Search Ad?
- 2
- 3
- 4 (Correct answer)
- 6
Correct 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.
SEM Ad Copywriting and Creative Strategy 2
Which Google Ads extension adds clickable links to specific pages of a website beneath the main ad?