Bids and Budgeting

Quiz Review

How is Ad Rank determined?

Answer

• CPC Bid X Quality Score

What is Quality Score made up of?

Answer

• Click Thru Rate

• Relevance

• History of Keywords

• Landing Page

Having relevant keywords and ad text, a high CPC bid, and a strong CTR will result in a higher position for your ad.

True or False?

Answer

• True

What are 3 bidding options available?

Answer

• CPC Bidding• CPM Bidding• Conversion Optimizer Tool (uses CPA

bidding)– Uses historical information– Calculates when customer is doing something– Finds equivalent CPC (no need to adjust bids

manually)

How can you figure your actual CPC? (Formula)

Answer

• Actual CPC = (Ad Rank to Beat / Quality Score) + $.01

*If a click has low value to you, you should set the bid high.

True or False?

Answer

• False

What is daily budget?

Answer

• Amount you are willing to spend on a specific AdWords campaign each day, on average.

What is the difference between standard delivery and accelerated delivery of your ad?

Answer

• Standard - impressions are spread out across the day

• Accelerated - ads are displayed as often as possible until budget is reached

What is automatic bidding?

Answer

• Lets you specify a target daily budget for your campaign and let Adwords adjust your maximum CPC bids to maximize the clicks you get for target budget.

What is ad scheduling?

Answer

• Your ads appear at particular times of the day.

• Examples?

What is conversion optimizer?

Answer

• Uses your Adwords Conversion Tracking data to get you more conversions at a lower cost.