Week 4: Search Engine Marketing (SEM) and Display Advertisement
Search Engine Marketing (SEM) and Display Advertisement INTRODUCTION
This course is part of Google’s Digital Marketing and E-commerce Professional Certificate through Coursera. It shines on the benefits that one can get through Search Engine Marketing (SEM) and Display Advertising. The course enables the trainee to present his or her business or product through the SEM channel.
Discussion included in the course talk about Ads development strategies that range from keyword selection, ad copy optimization, bidding setting, and audience targeting through display advertising and why it is better than other forms of digital advertising. In summary, students will be thoroughly trained in the best practices that push SEM and display ads to their maximum effectiveness.
Learning Outcome:
- Understand the benefits from SEM
- Identify the various types and structures of SEM advertisements.
- Apply effective search marketing strategies for engine marketing.
- Know the basics of using Google Ads and audience targeting.
- Include all types of display advertising.
- Define best practices for Google Display Ads.
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: It is designed to ensure that Google Ads achieves the goals of the advertiser. Google Ads motivates itself to show the most relevant ads to users-the ones most likely to be clicked-because that’s how it makes money.
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: Through SEM, advertisers get to reach potential customers who are proactively looking for their offered products or services. Aside from that SEM also provides an immediate appearance on search results indexed pages and gives insight on the ads that drive 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: These ads are most appropriate for online shopping businesses and display products that relate to the user’s query. In contrast, unlike text ads, shopping ads show an image of a product in the search results. Other ad types are 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: Location extension helps connect customers with local businesses and find the businesses on Google Maps. Other ad extensions are sitelink extensions, which enable ads to link to additional sites within a site, while price extensions show prices for products or services.
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: Steering clear of unrelated titles to page content, as well as about default titles like ‘Untitled’ or ‘New Page 1.’ Creating great page title entries also guarantees that every page has a unique title and concise yet descriptive titles per page.
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: It is the figure you are willing to institute whenever a potential customer clicks on your advertisement; the more your bid, the more likely your ad will show higher in the search engine results pages (SERPs). The other major fixtures for your success or lack thereof would be the reliability of your ad and landing page, along with the 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: This is very important for including phrases or keywords, as this is how potential customers think even before they do a search. If the ad speaks to them, they may be encouraged to click on the ad instead of being estranged because it is too generic and salesy. Other best practices include improving UX by optimizing 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: Of course, if you already have a well-established concept in mind for your advertisement design, you can upload the advertisement created with it; however, it would also have to require a design resource and time to create it. On the contrary, what responsive display ad offers is that it gives an automatic ad combination with the assets you provide.
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 can select the correct combination of ad content- like images, headlines, and logos, to ensure delivery of the best advertisements to anybody who might be interested. You no longer have to do this for every single possible combination of ad content yourself. The other major advantage of responsive display ads is their ability to reach wider and also the incorporation of video advertisements.
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 particular headline is supposed to value the product or the brand. It should be interesting and relavent to customers. The description should supplement the headline and provide additional context. Other best practices include the number of assets suggested for uploading, that is, the landing clearly explains what is being presented to the customers.
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’re short on quality photographs, in addition to not being able to meet the image policy requirements, consider using an image sourced from the free stock image library of Google. Tips include putting the product as the focus of the image and having a background that works great with it.
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?
- Security information and event management (SIEM)
- Intrusion prevention system (IPS)
- Intrusion detection system (IDS)
- Security orchestration, automation, and response (SOAR) (CORRECT)
19. A security team uses the NIST Incident Response Lifecycle to support incident response operations. How should they follow the steps to use the approach most effectively?
- Skip irrelevant steps.
- Only use each step once.
- Complete the steps in any order.
- Overlap the steps as needed. (CORRECT)
20. Which core functions of the NIST Cybersecurity Framework relate to the NIST Incident Response Lifecycle? Select two answers.
- Detect (CORRECT)
- Investigate
- Respond (CORRECT)
- Discover
21. Fill in the blank: Incident response plans outline the _____ to take in each step of incident response.
- exercises
- policies
- procedures (CORRECT)
- instructions
22. Which of the following best describes how security analysts use security tools?
- They only use a single tool to monitor, detect, and analyze events.
- They only use detection and management tools during incident investigations.
- They only use documentation tools for incident response tasks.
- They use a combination of different tools for various tasks. (CORRECT)
23. Which of the following methods can a security analyst use to create effective documentation? Select two answers.
- Provide clear and concise explanations of concepts and processes. (CORRECT)
- Provide documentation in a paper-based format.
- Write documentation in a way that reduces confusion. (CORRECT)
- Write documentation using technical language.
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 have learned about advertising opportunities within search engines, also known as SEM, and Google Display advertising. You’ve explored best practices for creating ads in search results or as display ads, and now you understand how to apply and improve display ads. With this valuable knowledge about Google Ads, what’s next?
One excellent way to continue your learning is by enrolling in the Coursera course on Creating Effective Google Search Ads. This course delves deeper into many of the topics covered here and offers hands-on experience, enabling you to start creating effective ads right away. Don’t wait—sign up today on Coursera!