AIISM Module-3 DM BBA Vth Sem Submitted
by: [Link] S
Google AdWords & AdSense Exam Questions
Section A: 2 Marks Questions (Short Answer)
1. Define Google AdWords (now Google Ads). Answer: Google AdWords is an online advertising
platform developed by Google, where advertisers bid to display brief advertisements, service offerings,
product listings, or videos to web users. It operates on a Pay-Per-Click (PPC) model.
2. What is Google AdSense? Answer: Google AdSense is a program run by Google through which
website publishers in the Google Network of content sites serve text, images, video, or interactive media
advertisements that are targeted to the site content and audience.
3. What is the difference between CPC and CPM? Answer: * CPC (Cost Per Click): The advertiser
pays only when a user clicks on their ad.
● CPM (Cost Per Mille/Thousand): The advertiser pays for every 1,000 impressions (views) of
the ad, regardless of clicks.
4. What is 'Quality Score' in Google AdWords? Answer: Quality Score is a diagnostic tool meant to
give you a sense of how well your ad quality compares to other advertisers. It is calculated based on
expected click-through rate, ad relevance, and landing page experience.
5. List the different Keyword Match Types available in AdWords. Answer: The main keyword match
types are:
1. Broad Match
2. Phrase Match
3. Exact Match
4. Negative Keywords
6. What are Ad Extensions? Answer: Ad extensions are additional pieces of information that expand
your advertisement to make it more useful to users. Examples include location information, additional
links (sitelinks), phone numbers, and reviews.
7. What is the Google Display Network (GDN)? Answer: The Google Display Network is a collection
of over two million websites, videos, and apps where your ads can appear. Unlike the Search Network
(text ads on search results), GDN allows visual ads (banners) on partner sites.
8. Define CTR (Click-Through Rate). Answer: CTR is a metric used to measure the success of an
online advertising campaign. It is calculated by dividing the number of clicks an ad receives by the
number of times it is shown (impressions): $\text{CTR} = (\text{Clicks} / \text{Impressions}) \times
100$.
9. What is AdRank? Answer: AdRank is a value that determines your ad's position on the page (and
whether your ad will show at all). It is calculated as: $\text{AdRank} = \text{Bid Amount} \times
\text{Quality Score}$.
10. What is a 'Conversion' in the context of digital ads? Answer: A conversion occurs when a user
clicks on an ad and then takes a specific desired action on the advertiser's website, such as making a
purchase, signing up for a newsletter, or filling out a contact form.
Section B: 5 Marks Questions (Long Answer)
1. Explain the Google AdWords Account Structure in detail. Answer: A Google AdWords account is
structured hierarchically to ensure organized management of ads. The structure consists of four main
levels:
1. Account Level: This is the top level associated with a unique email address, password, and
billing information.
2. Campaign Level: Campaigns are created within an account. Each campaign has its own budget
and settings that determine where ads appear (e.g., location targeting, language, device targeting).
3. Ad Group Level: Each campaign contains one or more ad groups. Ad groups are used to
organize ads by a common theme. For example, if you sell footwear, you might have separate ad
groups for "Running Shoes" and "Formal Shoes."
4. Keywords and Ads Level: This is the granular level within an ad group. It contains the specific
keywords you are bidding on and the actual ad copy (text/creative) that users will see.
2. Describe the different Keyword Match Types with examples. Answer: Keyword match types
control which user search queries trigger your ad.
● Broad Match: The default setting. Ads may show on searches that relate to your keyword.
○ Example: Keyword women’s hats. Ad may show for "buy ladies hats" or "women's
clothing."
● Phrase Match: Ads show on searches that include the meaning of your keyword. The meaning of
the keyword can be implied, and user searches can be a more specific form of the meaning.
○ Example: Keyword "tennis shoes". Ad may show for "shoes for tennis," "buy tennis
shoes on sale," or "red tennis shoes."
● Exact Match: Ads show on searches that are the same meaning as your keyword. This gives the
most control but potentially fewer impressions.
○ Example: Keyword [running shoes]. Ad shows for "running shoes" or "shoes for
running."
● Negative Keywords: Excludes your ads from showing on searches with that term.
○ Example: Negative keyword -free. Your ad won't show for "free running shoes."
3. Explain the various Bidding Techniques available in Google AdWords. Answer: Google AdWords
offers several bidding strategies tailored to different goals:
● Manual CPC Bidding: You set a maximum price you are willing to pay for each click on your
ads. This offers the most control.
● Automated Bidding: Google automatically sets bids to meet a specific goal.
○ Target CPA (Cost Per Acquisition): Optimizes bids to get as many conversions as
possible at a specific cost per action.
○ Target ROAS (Return On Ad Spend): Sets bids to help you get more conversion value
or revenue at the target return on ad spend you set.
○ Maximize Clicks: Automatically sets bids to help get the most clicks within your budget.
○ Maximize Conversions: Sets bids to help get the most conversions for your budget.
● CPM (Cost Per Thousand Impressions): Used primarily for the Display Network to build brand
awareness; you pay per 1,000 views.
4. Discuss the different types of Ad Extensions and their benefits. Answer: Ad Extensions expand ads
with additional information, improving visibility and CTR. Common types include:
● Sitelink Extensions: Add links to specific pages on your website (e.g., "Contact Us," "Sale,"
"Hours").
● Call Extensions: Add a phone number to the ad, allowing mobile users to click-to-call directly.
● Location Extensions: Show your business address, a map marker, and the distance to your
business, helping drive local foot traffic.
● Callout Extensions: Add descriptive text to your ad to highlight unique offers (e.g., "Free
Shipping," "24/7 Support").
● Review Extensions: (Legacy, often replaced by seller ratings) Highlight third-party reviews or
awards. Benefits: They increase the physical size of the ad, making it more prominent; they
improve AdRank; and they provide users with more reasons to click, generally leading to a higher
Quality Score.
5. Explain the process of setting up a Google AdSense account and creating an Ad Unit. Answer:
Setting up an Account:
1. Visit the Google AdSense website and click "Get Started."
2. Enter the URL of the site you want to monetize and your email address.
3. Choose whether to receive customized help and performance suggestions.
4. Select your country and agree to the Terms and Conditions.
5. Connect your site to AdSense by copying the provided code snippet and pasting it into the HTML
of your site (between the <head> tags).
6. Wait for Google to review and approve your site (this may take a few days).
Creating an Ad Unit:
1. Sign in to your AdSense account.
2. Click on Ads > By ad unit.
3. Select Display ads (or other types like In-feed or In-article).
4. Name your ad unit (e.g., "Homepage Header").
5. Choose the ad size (Responsive is recommended) and layout (Square, Horizontal, Vertical).
6. Click Create.
7. Copy the generated HTML code and paste it into the source code of your website where you want
the ad to appear.
6. What are the limitations of Google AdSense? Answer: While AdSense is a popular way to monetize,
it has limitations:
● Strict Policies: Google has very strict policies regarding content (no adult content, copyrighted
material, etc.) and invalid click activity. Violations can lead to an immediate and permanent
account ban.
● Minimum Payout Threshold: Publishers must earn a minimum amount (usually $100) before
they can withdraw funds.
● Traffic Requirement: To make significant revenue, a website needs substantial traffic.
Low-traffic sites earn very little.
● Revenue Share: Google keeps a significant portion of the revenue (typically 32% for content
ads), meaning the publisher only gets 68%.
● Limited Control: While you can block certain categories, you cannot always control every
specific ad that appears on your site compared to direct ad sales.
10 Marks Questions & Answers
(Focus: Detailed Structure, Strategy, and Step-by-Step Guides)
Q1. Explain the Google AdWords Account Structure in detail. Ans: A well-organized account
structure is crucial for relevance and high Quality Scores. The hierarchy is as follows:
1. Account Level:
○ The top level associated with a unique email address, password, and billing information.
2. Campaign Level:
○ Campaigns are created within the account.
○ Settings controlled here: Daily budget, location targeting (e.g., New York only),
language, bidding strategy, and network settings (Search vs. Display network).
○ Example: A clothing store might have one campaign for "Men's Wear" and another for
"Women's Wear."
3. Ad Group Level:
○ Each campaign contains one or more Ad Groups.
○ Ad Groups break down the campaign into specific themes.
○ Example: Inside the "Men's Wear" campaign, there might be Ad Groups for "Shirts,"
"Pants," and "Shoes."
4. Keywords & Ads Level:
○ Each Ad Group contains a specific list of Keywords (what users search for) and the
actual Ads (the text users see).
○ These must be highly relevant to the Ad Group theme.
○ Example: The "Shirts" Ad Group contains keywords like "buy men's cotton shirts" and
ads that specifically mention cotton shirts.
Q2. Discuss the different Bidding Techniques available in AdWords (CPC, CPA, CPM). Ans:
Choosing the right bidding strategy depends on the advertiser's business goals.
1. CPC (Cost-Per-Click):
○ Goal: Drive traffic to the website.
○ How it works: You pay only when someone clicks your ad.
○ Best for: Search campaigns and performance marketing where traffic volume is the
priority.
2. CPM (Cost-Per-Thousand Impressions):
○ Goal: Brand Awareness.
○ How it works: You pay for every 1,000 times your ad appears (viewable impressions),
regardless of clicks.
○ Best for: Display Network campaigns where the goal is visibility, not necessarily
immediate action.
3. CPA (Cost-Per-Acquisition):
○ Goal: Conversions (Sales, Sign-ups).
○ How it works: This is a smart bidding strategy. You set a target cost you are willing to
pay for a sale (e.g., $10 per sale). Google automatically adjusts bids to get as many
conversions as possible at that price.
○ Best for: E-commerce stores or lead generation sites with historical conversion data.
4. Demographic Bidding:
○ Advertisers can adjust bids based on age, gender, or household income. For example,
bidding +20% higher for users aged 25-34 if they are the target demographic.
Q3. Describe the process of setting up a Google AdSense account and the procedure for creating
and displaying ads. Ans: A. Setting up the Account:
1. Registration: Visit the AdSense website and sign up using a Google account.
2. Website Submission: Enter the URL of the website where ads will be shown.
3. Details: Provide payment address and phone number for verification.
4. Review: Google reviews the website to ensuring it complies with content policies (no adult
content, original content, user-friendly navigation).
B. Creating Ad Units:
1. Dashboard: Log in to the AdSense dashboard and navigate to "Ads" -> "By ad unit."
2. Select Format: Choose a format:
○ Display Ads: Versatile, fits most spaces.
○ In-feed Ads: Fits inside a list of articles.
○ In-article Ads: Fits between paragraphs of text.
3. Customize: Name the ad unit and select the size (Responsive is recommended as it adapts to
mobile/desktop automatically).
C. Displaying Ads:
1. Get Code: Once the unit is created, AdSense generates a snippet of HTML/JavaScript code.
2. Implementation:
○ Copy the code.
○ Paste it into the HTML source code of the website where the ad should appear (e.g., in
the sidebar, header, or within content).
○ Note: It may take a few hours for ads to start appearing after the code is placed.
D. Reviewing and Reporting:
● Publishers use the Dashboard to view estimated earnings, page views, and RPM (Revenue Per
Mille).
● Custom Reports can be generated to see which ad units or specific pages are generating the most
revenue, allowing the publisher to optimize placement.