Paid Search Recap

These are all characteristics of the pay-per-click model, EXCEPT:

• Search engines charge advertisers each time their ad is clicked.

• Advertisers don’t have to pay for their ad to show up in the sponsored section of search results.

• It is also referred as SEO

• All of the options.

A single word or an entire phrase of multiple words in a search is called:

• Search engine optimization

• Keyword

• Search engine marketing

• Paid search advertising

In this type of search, ads may show on searches that are related to your keyword, which can include searches that don’t contain the keyword terms.

• Exact match

• Phrase match

• Broad match

• All of the options

In this type of search, ads may show on searches that have the same meaning or same intent as the keyword.

• Exact match

• Broad match

• Phrase match

• All of the options

When a company ads its own name as part of their paid search advertising it is called:

• Negative keyword

• Exact match

• Branded keyword

• A name cannot be search advertising

Google has no control over the layout of the ad; the advertiser must plan it with multiple headlines and descriptions.

• True

• False

This ad element on paid search is used to expand your ads and show people more reasons to click:

• Headline

• Description

• CTA

• Extensions

Campaigns specifically for searchers who have previously visited the site are called:

• Keywords

• Remarketing

• Paid search advertising

• Google does not have that feature

Headlines that target relevant searches based on the user’s search and the text that's most relevant to your landing page or domain are called:

• Dynamic headlines

• SEO

• Remarketing

• Ad extensions

These are all elements of a copy for a search ad, EXCEPT:

• Relevant kewords

• CTA

• UVP

• None of the options