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Questions and Answers
What is the primary purpose of Google Search ads?
Which factor is NOT considered in determining the Quality Score for a Google Search ad?
What is the primary advantage of Google Display ads compared to Search ads?
Which of the following is NOT an example of a Google Display ad format mentioned in the text?
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According to the cost per lead indicator, which type of Google ad is typically the most expensive?
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What was the author's first post-college job?
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Why did the author develop the habit of avoiding SERP ads?
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How many different types of Google Ads are there?
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Where can the different types of Google Ads appear?
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What is the purpose of the table of contents at the beginning of the text?
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Study Notes
Google Ad Types
- There are nine types of Google Ads: Search, Display, Shopping, Video, App, Discovery, Local Services, Performance Max, and Smart.
Search Ads
- Location: Throughout Google Search results
- Best for: Promoting webpages related to targeted keywords
- Cost per lead: $$$
- Key features:
- Text-based ads resembling standard link listings in the SERP
- Include website name, favicon, page title tag, and meta description
- Subject to performance guidelines and Quality Score calculation
- Quality Score factors: maximum cost-per-click (CPC) budget, ad performance, and relevance
- Higher CPC budget increases chances of getting listed as the first post on the page
- Lower Quality Score and low budgets may result in ads being listed lower on the page
Display Ads
- Location: On millions of webpages, apps, and Google properties in the Display network
- Best for: Building awareness to new markets across content formats
- Cost per lead: $$
- Key features:
- Visual advertisements across multiple devices and locations
- Run on the Display network, which spans tens of millions of apps and websites
- Cover Google properties like Gmail and YouTube
- Can show up as banner ads
Studying That Suits You
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Description
Test your knowledge and habits regarding search engine results page (SERP) ads, and see if you share the same avoidance behavior as the writer's. Find out if you are naturally inclined to overlook paid ads and gravitate towards organic search results.
