DMI 5 - Paid Search with Google Ads
UPDATED ACTUAL Exam Questions and
CORRECT Answers
What is paid search? - CORRECT ANSWER - Ads w/in search. Actively looking/ user
intent (fundamental differentiator)
Search formats - CORRECT ANSWER - paid vs SEO
Similarities between paid and search - CORRECT ANSWER - site links, (meta)
descriptions, phone #s enhancements, clickable headlines
Difference between paid and organic search - CORRECT ANSWER - traffic - PPC. Above
natural listenings (^ speed to get to the top). Rich snippets & ad extensions
Strategic considerations - CORRECT ANSWER - Fill gaps - organic search gaps. Serve
keywords
Visibility - higher ranking = ^ clicks
Access to market - consumers actively looking
Device preference - top results are paid. Paid if the consumer is predominately mobile focused
Different search engines - CORRECT ANSWER - Yahoo = older audience. Bing = specific
phone users. Focus attention on Google: US (Google - 87%), EU (Google - 91%), Japan (Google
- 68%, Yahoo - 28%), Google internationally is 85-95%
purchase-decision cycle: - CORRECT ANSWER - 1) Customer identifies need/want.
2) Search for a solution.
3) Evaluate alternatives.
4) Decide to purchase.
, 5) Purchase.
6) Post-purchase evaluation.
Search behaviour = 2-6 of cycle
Evolution of AdWords suite - CORRECT ANSWER - (Google search marketing
platform). AdWords launched → AdSense → GA Integration → Keyword Tool Launched → Site
Link Extensions → Phone Extensions → Location Extensions → Gmail ads → removal of right-
hand side search ads → AdWords Beta → Google Ads
Benefits of Paid Search - CORRECT ANSWER - - Business objectives - keywords around
buy, visit, download, contact
- Quick access to market - need state answers
- Mobile position #1
- Leverage buyer intent - powerful for search marketing
- Organic optimization - fill gaps
- Advertising features - site links. Improve search experience.
- Tracking - ad rank formula
- Measurability - justifies time / resource / media investment
- Time sensitive promotions - live for consumer need state
- Compete in-market - consumer gaze on competitors
- Relevance - what person is looking for
- Timing - quickly adapt & change keyword lists & ad copy
- The qualified visitor - coming to all you have to do is deliver
- Control - change landing page, website, ad, spend, keywords & campaign
- Visibility - instantaneous
- Mobile micro-moments - emotive need state = impulsive buying
PPC Elements - CORRECT ANSWER - Keywords (questions being asked), Ads (branded
response), Landing pages (destination after clicking an ad)
UPDATED ACTUAL Exam Questions and
CORRECT Answers
What is paid search? - CORRECT ANSWER - Ads w/in search. Actively looking/ user
intent (fundamental differentiator)
Search formats - CORRECT ANSWER - paid vs SEO
Similarities between paid and search - CORRECT ANSWER - site links, (meta)
descriptions, phone #s enhancements, clickable headlines
Difference between paid and organic search - CORRECT ANSWER - traffic - PPC. Above
natural listenings (^ speed to get to the top). Rich snippets & ad extensions
Strategic considerations - CORRECT ANSWER - Fill gaps - organic search gaps. Serve
keywords
Visibility - higher ranking = ^ clicks
Access to market - consumers actively looking
Device preference - top results are paid. Paid if the consumer is predominately mobile focused
Different search engines - CORRECT ANSWER - Yahoo = older audience. Bing = specific
phone users. Focus attention on Google: US (Google - 87%), EU (Google - 91%), Japan (Google
- 68%, Yahoo - 28%), Google internationally is 85-95%
purchase-decision cycle: - CORRECT ANSWER - 1) Customer identifies need/want.
2) Search for a solution.
3) Evaluate alternatives.
4) Decide to purchase.
, 5) Purchase.
6) Post-purchase evaluation.
Search behaviour = 2-6 of cycle
Evolution of AdWords suite - CORRECT ANSWER - (Google search marketing
platform). AdWords launched → AdSense → GA Integration → Keyword Tool Launched → Site
Link Extensions → Phone Extensions → Location Extensions → Gmail ads → removal of right-
hand side search ads → AdWords Beta → Google Ads
Benefits of Paid Search - CORRECT ANSWER - - Business objectives - keywords around
buy, visit, download, contact
- Quick access to market - need state answers
- Mobile position #1
- Leverage buyer intent - powerful for search marketing
- Organic optimization - fill gaps
- Advertising features - site links. Improve search experience.
- Tracking - ad rank formula
- Measurability - justifies time / resource / media investment
- Time sensitive promotions - live for consumer need state
- Compete in-market - consumer gaze on competitors
- Relevance - what person is looking for
- Timing - quickly adapt & change keyword lists & ad copy
- The qualified visitor - coming to all you have to do is deliver
- Control - change landing page, website, ad, spend, keywords & campaign
- Visibility - instantaneous
- Mobile micro-moments - emotive need state = impulsive buying
PPC Elements - CORRECT ANSWER - Keywords (questions being asked), Ads (branded
response), Landing pages (destination after clicking an ad)
