search engine marketing (sem) advantages

COURSE 2: ATTRACT AND ENGAGE CUSTOMERS WITH DIGITAL MARKETING QUIZ ANSWERS

Week 4: Search Engine Marketing (SEM) and Display Advertisement

Google Digital Marketing & E-commerce Professional Certificate

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Search Engine Marketing (SEM) and Display Advertisement INTRODUCTION

This course is part of Coursera’s Google Digital Marketing & E-commerce Professional Certificate, which focuses on Search Engine Marketing (SEM) Advantages and Display Advertisement. You will learn about the benefits of using search engine marketing to promote your business or product.

We will explore strategies for creating effective ads, such as choosing the right keywords, optimizing ad copy, setting bid prices, and targeting audiences. Additionally, you will understand how display advertisement works and its advantages over other forms of digital advertising. By the end of this course, you will have gained comprehensive knowledge of the best practices for creating SEM and display ads to maximize their effectiveness.

Learning Objectives

  • Understand the benefits of SEM.
  • Identify different types and structures of SEM ads.
  • Apply search engine marketing.
  • Understand fundamentals of Google Ads and targeting audiences.
  • Understand different display advertising types.
  • Define Google Display Ads best practices.

TEST YOUR KNOWLEDGE: UNDERSTAND SEARCH ENGINE MARKETING (SEM)

1. What is the benefit of the pay-per-click (PPC) payment model?

  • The advertiser only pays when a sale occurs on their website.
  • The advertiser only pays when someone sees the ad online.
  • The advertiser only pays when someone clicks on an ad. (Correct)
  • The advertiser only pays a large upfront cost for the ad.

Correct: PPC ensures that Google Ads is aligned with the advertiser. Google Ads is motivated to show the right ads to users—the ones that will get clicked on—in order to get paid.

2. Which of the following are search engine marketing (SEM) advantages? Select all that apply.

  • To learn which ads are driving sales (Correct)
  • To quickly appear in the search results pages (Correct)
  • To reach likely customers (Correct)
  • To display a graphics-based ad to likely customers

Correct: SEM allows an advertiser to reach potential customers searching for the products or services they provide. Other SEM advantages are to quickly appear in the search results pages and learn which ads are driving sales.

3. Which of the following are types of ads someone may encounter in the search engine results pages (SERPs)? Select all that apply.

  • Display ads
  • Local service ads (Correct)
  • Text ads (Correct)
  • Shopping ads (Correct)

Correct: Shopping ads are specifically for e-commerce businesses. They show products related to the search. Shopping ads differ from text ads because the product’s photo shows in the SERPs. Other ads include text ads and local service ads.

4. Which of the following are types of Google Ad extensions? Select all that apply.

  • Website extension
  • Price extension
  • Sitelink extension
  • Location extension (Correct)

Correct: The location extension enables customers to find a local business and pull it up in Google Maps. Other ad extensions include the sitelink extension and price extension.

TEST YOUR KNOWLEDGE: APPLY SEARCH ENGINE MARKETING

1. Which of the following are some steps to take when creating a Google Ad? Select all that apply.

  • Set a budget. (Correct)
  • Choose a bidding strategy. (Correct)
  • Choose the campaign type. (Correct)
  • Schedule an appointment with a Google representative.

Correct: Avoid writing a title that has no relation to the page content. Also, avoid writing a title with default text, like “Untitled” or “New Page 1.” Other page title recommendations include ensuring every page has a unique title and making the titles brief but descriptive.

2. Which keyword matching type is the most flexible and may match to queries that do not include the keyword itself?

  • Broad match (Correct)
  • Narrow match
  • Exact match
  • Phrase match

Correct: Broad match is the most flexible matching type. Broad match may also take into account the user’s recent search activities and content on the landing page.

3. What are the three main factors that determine Ad Rank? Select all that apply.

  • Ad extensions (Correct)
  • Ad and landing page quality (Correct)
  • Bid amount (Correct)
  • Ad type

Correct: The bid is how much you are willing to pay each time a potential customer clicks on the ad. The more you are willing to pay, the higher it may show in the search engine results pages (SERPs). Other main factors are the ad and landing page quality, and ad extensions.

4. Which of the following are best practices when creating a Google Search ad? Select all that apply.

  • Implement no more than two ad extensions.
  • Avoid generic sales language. (Correct)
  • Optimize the landing page. (Correct)
  • Include at least one keyword in the headlines. (Correct)

Correct: It is important to include text from keywords because that is what potential customers are thinking about before a search. If your ad connects with potential customers, they may be more likely to click on the ad. Other best practices are to avoid generic sales language, and to optimize the landing page.

TEST YOUR KNOWLEDGE: APPLY DISPLAY ADVERTISING

1. What are two differences between uploaded ads and responsive display ads? Select two.

  • Responsive display ads are more customizable.
  • A single uploaded ad typically works for websites, apps, and YouTube.
  • Responsive display ads automatically generate ad combinations. (Correct)
  • Uploaded ads are more customizable. (Correct)

Correct: You may choose to upload ads when you have a specific concept for the ad design. To do this, you also need design resources and time to create the ad. Another difference is that responsive display ads automatically generate ad combinations.

2. What are some benefits of responsive display ads? Select three.

  • They have a broader reach. (Correct)
  • They can be videos. (Correct)
  • They have a lower cost-per-click (CPC).
  • They are optimized by Google Ads software. (Correct)

Correct: The software uses the best combination of ad content, such as images, headlines, and logos to deliver the best performing ads to potential customers. You do not have to test any of the combinations. Other responsive display ad benefits include having a broader reach and using video ads.

3. What are responsive display ads best practices? Select three.

  • Ensure the landing page keeps the customer experience cohesive. (Correct)
  • Upload at least five headlines, five images, and five descriptions. (Correct)
  • Rotate in new display ads once a year.
  • Create unique and effective copy. (Correct)

Correct: Your headline should demonstrate your product or brand’s value. It needs to be interesting and useful to customers. The description should complement the headline. Other best practices include uploading the recommended number of assets and ensuring the landing page keeps the customer experience cohesive.

4. What are tips when choosing images for your responsive display ads? Select three.

  • Overlay a logo, text, or button.
  • Make the product the focus of the image. (Correct)
  • Ensure the background suits the product. (Correct)
  • Use images with a strong visual focus. (Correct)

Correct: If you do not have quality images or are having difficulty adhering to the images policy, consider using an image from Google’s library of stock images. These images are of no-cost. Other tips include making the product the focus of the image and ensuring the background suits the product.

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ATTRACT AND ENGAGE CUSTOMERS WITH DIGITAL MARKETING WEEKLY CHALLENGE 4

1. Where do search engine marketing (SEM) ads typically appear?

  • On email platforms
  • On the top and bottom of search results pages (Correct)
  • On social media feeds
  • On informational websites

Correct: Correct

2. Which of the following statements regarding search engine marketing is true?

  • It will take months to appear in the search results pages.
  • An algorithm determines what landing page to send the searcher to.
  • You have control over which landing page you send the searcher to. (Correct)
  • It is difficult to learn which ads are driving sales.

Correct: Correct

3. As a digital marketer setting up a search engine marketing ad, you would like to include an ad extension that provides additional information specifically for a product. Which extension should you choose?

  • Location extension
  • Call extension
  • Sitelink extension
  • Price extension (Correct)

Correct: Correct

4. As a digital marketer creating a Google Ad, you have to determine what to achieve with the ad, such as more sales, leads, website traffic, or store visits. This describes which Google Ad setup step?

  • Select your targeting
  • Define your campaign goal (Correct)
  • Choose your bidding strategy
  • Set up conversions

Correct: Correct

5. You are setting up keyword matching for “shoes for women.” Your ad also shows for keywords such as “women shoes,” “women shoe,” and “shoes women.” This represents which keyword match type?

  • Similar match
  • Broad match (Correct)
  • Exact match
  • Phrase match

6. Which statement regarding Ad Rank factors is true?

  • There are only three ad rank factors.
  • Ad extensions have no impact on Ad Rank.
  • The higher the bid, the higher the ad may show in the SERPs. (Correct)
  • Google does not factor in the landing page quality.

Correct: Correct

7. Which of the following is a Google Ad best practice?

  • Avoid generic sales language, such as “call us today.” (Correct)
  • Avoid adding more than one ad extension.
  • Always use the website homepage as the landing page.
  • Include as many keywords in the headlines as possible.

Correct: Correct

8. Which of the following is true of responsive display ads?

  • They typically reach more websites than a standard Google Ad. (Correct)
  • They often take more time to create.
  • They cannot include videos.
  • They are optimized manually by the digital marketer.

9. To drive the best results, how many elements does Google recommend uploading for responsive display ads?

  • 20 headlines, 20 images, and 20 descriptions
  • 2 headlines, 2 images, and 2 descriptions
  • 5 headlines, 10 images, and 15 descriptions
  • 5 headlines, 5 images, and 5 descriptions (Correct)

10. Fill in the blank: Ad _____ are a set of ad groups that share a budget, location targeting, and other settings.

  • categories
  • batches
  • campaigns (Correct)
  • formats

Correct: Correct

11. Fill in the blank: _ is a type of advertising model that allows businesses to pay only when someone takes an action on their ad.

  • Revenue sharing
  • Cost-per-impression (CPM)
  • Conversion rate advertising
  • Price-per-click (PPC) (CORRECT)

Correct: Correct

12. Which of the following best describes the structured snippet extension?

  • Serves additional website links that may be helpful to the searcher
  • Displays information that highlights a specific aspect of a product or service (CORRECT)
  • Provides the option to call a business by clicking on its ad
  • Enables customers to find a local business and pull it up in Google Maps

Correct: Correct

13. As a digital marketer managing Google Ads, you track and determine if potential customers are becoming paying customers. This describes which Google Ad setup step?

  • Select your audience targeting
  • Choose your bidding strategy
  • Define your campaign goal
  • Set up conversions (CORRECT)

Correct: Correct

14. You are setting up keyword matching for “low-carb diet plan.” Your ad also displays for keywords such as “carb-free foods,” “low-carb diets,” and “low calorie recipes.” This represents which keyword match type?

  • Phrase match
  • Exact match
  • Broad match (CORRECT)
  • Similar match

Correct: Correct

15. Which statement regarding Ad Rank factors is true?

  • Google assesses the quality and relevance of a landing page to a query. (CORRECT)
  • The lower the bid, the higher the ad may show in the SERPs.
  • Ad extensions have no impact on Ad Rank.
  • There are only three Ad Rank factors.

Correct: Correct

16. Fill in the blank: Ad _ are text, video, images, and digital content used to promote products and services with Google ads.

  • groups
  • campaigns
  • batches
  • formats (CORRECT)

Correct: Correct

17. Which of the following is true of responsive display ads?

  • They typically take more time to create.
  • They show on fewer websites because the audience is more focused.
  • They have content optimized by Google Ads software. (CORRECT)
  • They cannot include videos.

Correct: Correct

18. Which of the following are responsive display ad best practices? Select all that apply.

  • Rotate in new display ads once a year
  • Upload the recommended number of assets (CORRECT)
  • Ensure the landing page keeps the customer experience cohesive (CORRECT)
  • Create unique and effective ad copy (CORRECT)

Correct: Correct
Correct: Correct
Correct: Correct

19. Fill in the blank: Ad _ are a collection of similar ads, keywords, and bids that digital marketers use to organize Google Ads by a common theme.

  • Groups (CORRECT)
  • campaigns
  • batches
  • formats

Correct: Correct

20. As a digital marketer creating a Google Ad, you indicate the amount you want to spend over the course of a month by setting a daily sum. This describes which Google Ad setup step?

  • Set up conversions
  • Set your budget (CORRECT)
  • Select your targeting
  • Choose your bidding strategy

Correct: Correct

21. Which of the following are responsive display ad image tips? Select all that apply.

  • Add a logo, text, or button overlay
  • Ensure the background suits the product (CORRECT)
  • Make the product the focus of the image (CORRECT)
  • Use images with a strong visual focus (CORRECT)

Correct: Correct
Correct: Correct
Correct: Correct

22. You are setting up keyword matching for “tennis shoes.” Your ad also shows for keywords such as “shoes for tennis,” “buy tennis shoes on sale,” and “red tennis shoes.” This represents which keyword match type?

  • Similar match
  • Broad match
  • Phrase match (CORRECT)
  • Exact match

Correct: Correct

23. Which of the following is a Google Ad best practice?

  • Always use the website homepage as the landing page.
  • Implement all ad extensions that make sense. (CORRECT)
  • Include as many keywords in the headlines as possible.
  • Add generic sales language, such as “call us today.”

Correct: Correct

24. What is a type of advertising model that allows businesses to pay only when someone takes an action on their ad?

  • Conversion rate advertising
  • Cost-per-impression (CPM)
  • Price-per-click (PPC) (CORRECT)
  • Revenue sharing

Correct: Correct

25. Which of the following statements regarding search engine marketing is true?

  • You can learn when ads are driving sales. (CORRECT)
  • An algorithm determines which landing page the searcher will go to.
  • Graphical ads are shown to anyone who makes a search near the business.
  • It will take months to appear in the search results pages.

Correct: Correct

26. As a digital marketer setting up an SEM ad, you include information about the business such as additional website links, a phone number, and an address. What is the term for this additional information?

  • Ad feature
  • Information feature
  • Information extension
  • Ad extension (CORRECT)

Correct: Correct

27. To drive the best results, how many elements does Google recommend uploading for responsive display ads?

  • 2 headlines, 2 images, and 2 descriptions
  • 5 headlines, 10 images, and 15 descriptions
  • 20 headlines, 20 images, and 20 descriptions
  • 5 headlines, 5 images, and 5 descriptions (CORRECT)

Correct: Correct

28. A marketer is interested to learn which content is performing well and which can be improved. How does search engine marketing enable them to do this?

  • It allows them to have a website, app, or product display in the SERPs when someone types in a certain searches
  • It allows them to drive traffic to specific webpages on a website to collect data and learn which ads are driving sales (CORRECT)
  • It allows them to quickly appear in the search results pages and build enough authority or reputation to receive traffic
  • It gives them the control over which page displays in the search engine for a given search

29. What information does an ad extension include?

  • A link to call a business instantly 
  • A link to find a business on Google Maps
  • Additional website links, a phone number, or an address (CORRECT)
  •  Additional products and images related to the search

30. What do you primarily learn when setting up conversions for a Google Ad?

  • You learn how narrow or broad your audience targeting should be
  • You learn what your daily budget should be and how much you should spend each day
  • You learn which bidding strategy ensures that your campaign will meet your specific goal
  • You learn if potential customers are becoming paying customers by tracking their actions (CORRECT)

31. Which of the following refers to the broad keyword match type?

  • It shows your ads on phrases that relate to your keyword and may not include the keyword itself (CORRECT)
  • It gives you total control over who sees your ad and is more flexible than exact match type
  • It includes the meaning of your keyword and is more flexible than the exact match type
  • It shows on searches that have the same meaning or same intent as a keyword

32. Consider the following statement:

Google rates the relevance of your ads and landing page to a query and how likely a user is to click your ad.

What does this refer to?

  • Keyword match types
  • Ad position status
  • Ad Rank factors (CORRECT)
  • Ad quality factors

33.  As a digital marketer, you will consider several best practices when creating effective ads. Which of the following is a Google ad best practice?

  • Always use the website homepage as the landing page
  • Use all ad extensions, whether they are relevant or not 
  • Include at least one of the keywords in your ad group in your headline (CORRECT)
  • Add generic sales language, such as “call us today” or “sign up today”

34. As a digital marketer, you may create ads. Which of the following refers to uploaded display ads?

  • Google uploads the content, such as images, headlines, logos, videos, and descriptions
  • You have less control over the ad’s appearance, but it is easier than creating the ad yourself
  • You will have to create the ad graphic, meet the required specifications, and then upload the ad (CORRECT)
  • Google provides all design resources to create the ad according to a specific format

35. To ensure a cohesive customer experience for a responsive display ad, what best practice should the landing page follow?

  • The messaging on the landing page should be different to the messaging on the ad
  • The messaging on the landing page should match the messaging on the ad (CORRECT)
  • The headline should be clear and effective without the support of a description
  • The use of new ads prevent potential customers from developing ad fatigue

36. As a digital marketer, you may create ads. Which of the following refers to responsive display ads?

  • You have total control and are required to generate ad combinations for website and apps
  • You require all design resources and the time to create the ad according to a specific format
  • You have less control over the ad’s appearance, but it is easier than creating the ad yourself (CORRECT)
  • You use Google to upload the content, such as images, headlines, logos, videos, and descriptions

37. To create unique and effective copy for a responsive display ad, what should the headline communicate?

  • A different message to the landing page copy
  • The brand or product’s value in an interesting and useful way (CORRECT)
  • The brand or product’s importance according to the marketers
  • A long description and a sense of urgency

38. What does Pay-per-click (PPC) allow businesses to do?

  • Build authority or reputation and receive more traffic
  • Pay based on how many times someone experiences an ad
  • Increase its visibility on search engine results pages
  •  Pay only when someone takes action on its ad (CORRECT)

39. A business hasn’t built up enough authority or reputation to receive traffic for certain search terms in the search listings. Which benefit of search engine marketing addresses this need?

  • You can quickly appear in the search results pages (CORRECT)
  • An algorithm to determine which landing page the searcher will go to
  •  It helps you reach customers who are likely to buy from your company
  • You can learn which of your ads are driving sales

40. Which of the following statements refers to ad rank? Select all that apply.

  • The quality of an ad does not affect the ad rank
  • There is one factor that determines ad rank
  • It is where an ad shows on a particular search (CORRECT)
  • It is a value Google uses to determine an ad’s position (CORRECT)

41. As a digital marketer, you will consider several best practices when creating effective ads. Which of the following is a Google Ad best practice?

  • Include as many keywords as possible in your headline to target a wider audience
  • Use relevant ad extensions to provide additional information about the business (CORRECT)
  • The keywords and copy on your landing page should be unrelated 
  • Use the website homepage as the landing page to attract more customers

42. Which of the following is true of responsive display ads?

  • They have content optimized by Google Ads software. (CORRECT)
  • They show on fewer websites because the audience is more focused.
  • They cannot include videos.
  • They typically take more time to create.

43. Fill in the blank: The amount you are willing to spend each time a potential customer clicks your ad or calls you is known as a(n) _____.

  • campaign
  • average daily budget
  • bid (CORRECT)
  • ad format

44. Which statement regarding Ad Rank factors is true?

  • There are only two factors to consider
  • You should avoid using extensions.
  • The higher the bid, the higher the ad may show in the SERPs. (CORRECT)
  • Google does not factor in the landing page quality.

45. As a digital marketer, you will consider several best practices when creating effective ads. Which of the following is a Google ad best practice?

  • Use all ad extensions, whether they are relevant or not
  •  Always use the website homepage as the landing page for ads
  • Use relatable calls to action, such as “book your dream vacation” (CORRECT)
  •  Include generic sales language, such as “call us today” or ““sign up today”

46. As a digital marketer setting up a search engine marketing ad, you display information that highlights a specific aspect of a product. What is the term for this format?

  • Sitelink extension
  • Structured snippet extension (CORRECT)
  • Price extension
  • Call extension

47. Which of the following refers to the phrase keyword match type?

  • It may not include the keyword itself and shows your ads to related keywords
  • It is more flexible than exact match and more targeted than broad match (CORRECT)
  • It may show on searches that have the same meaning or same intent as a keyword
  • It gives you control over who experiences your ad and is more flexible than exact match

48. As a display ad best practice, you should use new display ads every few weeks. Why is this important?

  • Because banners become more effective over time, using new ads prevents potential customers from taking action too quickly. (CORRECT)
  • Swapping lower-performing creative assets helps to align landing page copy and ad copy.
  • Because banners have limited space for headlines, using new ads allows you to create longer headlines.
  • Swapping lower-performing creative assets for new ads prevents potential customers from developing ad fatigue.

49. What does an average daily budget indicate?

  • The amount you are comfortable spending each day over the month (CORRECT)
  • The amount you are willing to spend each time a potential customer clicks your ad
  • The way to organize and target ads into themed groups of keywords
  • The words or phrases describing the product or service that you choose

50. A marketer only pays when someone takes action on their ad. What type of advertising model is this?

  • Cost-per-impression (CPM)
  • Pay-per-click (PPC) (CORRECT)
  • Conversion rate advertising
  • Revenue sharing

51. Which of the following refers to the phrase keyword match type?

  • It is more flexible than exact match and more targeted than broad match (CORRECT)
  • It may not include the keyword itself and shows your ads to related keywords
  • It gives you control over who experiences your ad and is more flexible than exact match
  • It may show on searches that have the same meaning or same intent as a keyword

52. Fill in the blank: Ad _____ are a collection of similar ads, themed keywords, and bids. 

  • formats
  • keywords
  • batches
  •  groups (CORRECT)

53. Which of the following is true about a campaign budget? Select all that apply.

  • You will reach your daily budget every day
  • You can change it at any time (CORRECT)
  • It sets the maximum amount you will spend (CORRECT)
  • Google Ads will automatically optimize your campaign spend (CORRECT)

Search Engine Marketing (SEM) and Display Advertisement CONCLUSION

Through this course, you will have learned about advertising opportunities within search engines, also called SEM and Google Display advertising. You’ll have learned best practices for creating an ad in search results or a display ad. Finally, you should now understand how to apply and improve display ads. Now that you know all of this new information about Google Ads, what will you do with it? One great way to continue your learning is by signing up for the Coursera course on Creating Effective Google Search Ads.

This course goes deeper into many of the topics only touched on here and provides valuable hands-on experience so that you can start creating effective ads immediately. Don’t wait – sign up today in Coursera!

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