CertificationAnswers

 

When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords?

 

• AdWords only shows an ad for keywords with proper spelling and plural forms

 

• Your keyword list would be disapproved based on Google’s advertising policies

 

• AdWords can automatically include these variations for you

 

• Broad match includes the exact words and phrases a user searches for

 

Explanations:

 

So that you don’t miss out on potential customers, Google shows your ads for close variations of your phrase and exact match keywords to maximize the potential for your ads to show on relevant searches. Close variations include misspellings, singular forms, plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents. So there’s no need to separately add close variations as keywords.
Source

Broad match lets a keyword trigger your ad to show whenever someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, stemming (such as floor and flooring), related searches, and other relevant variations.

Broad match is one of the keywords matching types. When using a broad match your ad will show whenever someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, stemmings (such as floor and flooring), related searches, and other relevant variations. So, an answer is very straightforward, Google automatically includes these variations. But… Here is an advanced practical tip. As every automatic system, Google is not perfect. Sure, it will pick up common misspellings. But not all. In very particular situations, you should consider leaving misspellings as keywords.

Just monitor your performance and you’ll find the answer in your own data.  Are you seeing impressions/clicks against these misspelled terms?  Are you seeing misspellings that are attracting clicks that the correctly spelled ones are not?  Do they perform in terms of your goals?

Tip: Don’t rely on general rules. Test and monitor your data to make informed decisions.

Read more here: https://support.google.com/adwords/answer/2407779?hl=en

 

 

 

Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices?

 

• Mobile bid adjustments

 

• Target return on ad spend (ROAS)

 

• Target search page location flexible bidding strategy

 

• Cost-per-acquisition (CPA)

 

Explanation:

 

Use device bid adjustments to show your ad more or less frequently for searches that occur on specific devices: computers, tablets or mobile devices.

Just as with desktop AdWords campaigns, mobile campaigns use bidding and targeting to determine where and when your ads show up. A click may be worth more to you if it comes from a mobile device or a specific location, or at a certain time of day. By setting bid adjustments, you can increase or decrease your bids to gain more control over when and where your ad is shown.

Read more here: https://support.google.com/partners/answer/6209121?hl=en

In Google Ads, bid adjustments allow you to show your ads more or less frequently based on various factors, such as location, device, time. For example, you can set a bid adjustment for clicks coming from mobile phones.

So, which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices? Undoubtedly, mobile adjustments is the best option.

Tip: Don’t forget that you can set negative adjustments also. Keep that in mind tailoring your bids.

More info: Source

 

 

 

An advertiser looking to drive conversions is using manual cost–per–click (CPC) bidding. Which factor should be most important for this advertiser when deciding keyword bids?

 

• The profit derived from a paid click

 

• The bids of the next closest advertiser

 

• The average profit per conversion

 

• The Quality Score of the keyword

 

Explanations:

 

Conversion in given situation is a “goal”. And click doesn’t mean conversion. As an advertiser is using CPC bidding the main factor should be a value (profit) of paid click.

Once the maximum number of CPC amounts has been set, it is important to check how many clicks the company’s ads might begin to accrue. It is also important to check if these clicks are leading to any business results on the company’s website. It is also important to remember that there is a constant change in the Internet traffic. Therefore, the CPC bids should be re-evaluated regularly.

In Google Ads, cost-per-click (CPC) bidding means that you pay for a click on your ads. Also, you can choose between manual and automatic bidding strategies. Choosing manual bids gives you a full control over your budgets. This lets you set bids at the different levels. For example, ad group level, or for individual keywords or ad placement. So you know you’re bidding just what you want for the clicks that mean the most to you.

But which factor should be most important for this advertiser when deciding keyword bids? Well, it depends on many factors, such as industry you are working in, keywords, competition, location, and many others. However, in general, the most important factor is how much you earn from a paid click.

Tip: In many cases, average cost-per-click for particular products are just too expensive. For example, you can’t bid 4 USD  for T-shirt which sells at 5 USD… And it happens very often with Google Ads. A solution is to research niche keywords and narrow your audience as much as possible.

How do you know what CPC to set? You can figure this out based on what you know about your business and the value of a sale. For example, if you sell US$5,000 diamond rings, one new customer is probably worth more than if you sell US$0.99 packs of gum.

Once you’ve set max. CPC amounts that you’re comfortable with, see how many clicks your ads begin to accrue, and whether those clicks lead to business results on your website. Also, remember that Internet traffic is always changing, so it’s important to re-evaluate your CPC bids regularly.

Read more here: https://support.google.com/adwords/answer/2464960?hl=en

 

 

 

An e-commerce client wants her campaign to be more profitable. After calculating this client’s total profits from Google Ads, what can you do to start maximizing results for profit?

 

 

• Test different cost-per-click (CPC) bids

 

• Test only one version of your ad text

 

• Lower the cost-per-click (CPC) bids and increase the budget

 

• Delete keywords that are generating the most clicks

 

Explanation:

 

Testing and experimenting is an essential part of marketing campaign optimization. It’s an ongoing process. You can use drafts and experiments to compare your current bidding strategy to something new and more clearly evaluate the results of your test.

 

There are four steps to profit driven bidding in AdWords:

• Define a formula that calculates total profits from AdWords.

Why: You need a formula to measure and optimize for profit in AdWords.

• Run a broad-scale manual bid test.

Why: Get an edge in the auction by finding profitable bid opportunities faster than others can.

• Evaluate results and measure your profit.

Why: Identify areas for improvement as you analyze results.

• Use automation to adjust your bids.

Why: Free up your time so that you can focus on other strategic priorities.

 

Optimizing your campaigns is a never-ending process. What works for others can be just a wasted money for you. Simply there too many factors which influence your results. For example, industry, location, competition, time, budget as just a small fraction of factors you should evaluate.

When following general best practices will definitely help, there is only one way to really improve your results. It’s testing. It requires time and budget, but finding what actually works for your business will pay back for sure.

Tip: Run split tests. Tons of them. In fact, it’s the only way to optimize.

 

Read more here: https://support.google.com/adwords/answer/6167149?hl=en