Digital Marketing Chapter 6 Quiz

Which of the following is NOT displayed in a PPC text ad?

A. Description Line 2

B. The headlines

C. The final URL

D. The display URL

C. The final URL

In a PPC text ad, it is a best practice to include which of the following:

A. Keywords pertaining to the adgroup

B. Call-to-Action

C. UVP

D. All of these

D. All of these

Which is the correct formula for calculating CTR?

(Clicks/Impressions) x 100=CTR

To calculate your ROAS, you must know which of the following?

Total Adspend and Total Revenue

How often does Google recalculate Quality Score?

Each time an ad is considered for display for a particular keyword

Ad Rank takes into consideration:

Keyword Bid and Quality Score

Which of the following is NOT considered when determining Quality Score?

A. Conversion Rate

B. Landing Page Experience

C. Ad Relevance

D. Expected CTR

A. Conversion Rate

Which advertiser is awarded the top ad position?

A. It depends on who receives the highest Ad Rank

B. The advertiser with the highest Quality Score

C. The advertiser with the highest CTR

D. The highest bidder is always on top

A. It depends on who receives the highest Ad Rank

The Second-price auction model:

allows the highest bidder to pay only a penny more than the second highest bidder

The Google Keyword Planner CPC Data:

Is relevant, but one should not expect to pay the exact same CPC as the Planner suggests

If a keyword has low search volume, you should do which of the following?

Consider the CPC and if your ad and landing page are relevant to determine if you should choose that keyword

If you bid on the keyword ipad mini tablet as a keyword using the [ ] brackets like so [ipad mini tablet] your ad will show up:

Only when someone searches for ipad mini tablet

Which of the following is the correct format for the Broad Match Modified keyword match type?

A. [ipad mini]

B. -ipad mini

C. +ipad +mini

D. "ipad mini"

+ipad +mini

Google Shopping Ads can be displayed

A. At the top left of the SERP

B. On the entire search page

C. At the top right of the SERP

D. All of these

D. All of these

The bid strategy can be adjusted at the ...

Campaign level