You have a friend starting their first AdWords campaign. What would you suggest about how to choose keywords?

You have a friend starting their first AdWords campaign. What would you suggest about how to choose keywords?

Answer

•  Set a theme for each campaign and choose related keywords.
•  Include more than 50 keywords in one ad group.
•  Keep each keyword to a single word, rather than a phrase.
•  Set a theme for each ad group and choose related keywords.

Dustin wants to write a great text ad that will get people's attention when they're searching on Google. What should he do to generate the most clicks?

Dustin wants to write a great text ad that will get people's attention when they're searching on Google. What should he do to generate the most clicks?

Answer

•  Put special characters in the ad headline
•  Include his keywords in the ad text
•  Put the ad headline in all capital letters
•  Include his business address in the ad text

To optimise a client's campaign to get the most out of their mobile advertising, you can:

To optimise a client's campaign to get the most out of their mobile advertising, you can:

Answer

•  use the maximise clicks flexible bid strategy to increase the number of clicks that their ads get from users viewing the ads on mobile devices.
•  set shorter conversion windows to capture users who convert after researching on multiple devices.
•  set a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data.
•  edit the campaign's ad text to include information about how customers can purchase the product on their computers.

You manage the campaigns for a client who runs a wine tour business in Florence. The ads have stopped showing on Google. If the budget is limited, what might help make sure that the ads are shown?

You manage the campaigns for a client who runs a wine tour business in Florence. The ads have stopped showing on Google. If the budget is limited, what might help make sure that the ads are shown?

Answer

•  Use Target Outranking Share bidding
•  Raise the target cost-per-acquisition (CPA) bid
•  Use accelerated delivery to show the ads throughout the day to make sure that the entire budget isn't spent in the morning
•  Improve the quality of the campaigns' keywords by making sure that they're relevant to the ads' text and landing pages

You're reviewing the paid and organic search report for a client who runs a Maui snorkelling tour business, and you see that their business appears only in organic search for queries such as 'boat snorkelling tour' and 'beachside snorkelling tour'. You can use this information to:

You're reviewing the paid and organic search report for a client who runs a Maui snorkelling tour business, and you see that their business appears only in organic search for queries such as 'boat snorkelling tour' and 'beachside snorkelling tour'. You can use this information to:

Answer

•  lower the budget for all of their campaigns that contain these queries as keywords.
•  create two separate ad groups focused on boat and beachside snorkelling and include these queries as keywords.
•  increase the bids for keywords that include the terms 'boat', 'snorkelling' and 'beachside'.
•  increase the budget for all of their campaigns that contain these queries as keywords.

In order to differentiate ads from those of competitors, advertisers should:

In order to differentiate ads from those of competitors, advertisers should:

Answer

•  use special characters, such as asterisks or hashtags.
•  include prices and promotions.
•  use exclamation marks and words in all capital letters.
•  mention competitor offers and prices.

Small-business owner Marcos set up his AdWords campaign by thinking of 'obvious' keywords off the top of his head. What's one way he might improve them?

Small-business owner Marcos set up his AdWords campaign by thinking of 'obvious' keywords off the top of his head. What's one way he might improve them?

Answer

•  Stick with the current keywords for two months to collect enough viable data
•  See the suggestions on the Keywords page
•  See the suggestions on the Opportunities page
•  Click the 'Automatic keyword refresh' button