Practical – 1

Hello, here is your task.

• Section A - Multiple Choice Questions (10 Marks)

1. What is the purpose of ad extensions?
   a) To make your ads more relevant
   b) To improve your Quality Score
   c) To increase your click-through rate
   d) All of the above

2. Which of the following is NOT a type of Google Ads campaign objective?
   a) Sales
   b) Website traffic
   c) Product promotion
   d) Brand awareness

3. Which of the following is NOT a type of Google Video Ad format?
   a) In-Stream Ads
   b) Discovery Ads
   c) Bumper Ads
   d) Search Ads

4. What is the maximum number of characters allowed in a Google Ads headline?
   a) 15
   b) 20
   c) 30 
   d) 40

5. What is the primary goal of a Bumper Ad? 
   a) Drive website traffic
   b) Generate leads
   c) Increase brand awareness
   d) Promote a specific product or service

6. What is the maximum duration of a Bumper Ad? 
   a) 6 seconds
   b) 15 seconds
   c) 30 seconds
   d) 60 seconds

7. Which metric is used to measure the number of times an ad is shown to a user? 
   a) Click-through rate (CTR)
   b) Impressions 
   c) Conversions
   d) Cost per thousand impressions (CPM)

8. How can you measure the effectiveness of a video ad campaign?
   a) By tracking impressions and clicks
   b) By monitoring brand mentions on social media
   c) By analyzing website traffic and conversions
   d) All of the above

9. Which metric measures the number of times your ad was shown?
   a) Clicks
   b) Impressions
   c) Conversions
   d) Cost per click

10. Which of the following is NOT a Google Ads campaign type?
    a) Search Network Campaign
    b) Display Network Campaign
    c) Shopping Campaign
    d) Social Media Campaign

• Section B - True OR False (10 Marks)

1. Google Ads is a pay-per-click advertising platform.

2. A higher bid always guarantees a higher ad rank.

3. Display Ads can be used for branding purposes.

4. Google Ads campaigns can only be set up for a single location.

5. Google Display Network (GDN) is a network of websites and apps where Display Ads can appear.

6. Display Ads are always more expensive than Search Ads.

7. Video ads are only effective for large businesses.

8. Bumper ads are non-skippable.

9. Display Ads are only text-based.

10. Google Video Ads can only be shown on YouTube.

• Section C - Short Answers (30 Marks)

1. What is the difference between a conversion and a click?

2. Name 5 types of ad extensions that can be used in Google Search Ads.

3. For the following data, find out the RoAS and CPA values.
   Ad budget = 1,15,000/-
   Number of Impressions = 3,50,000
   CTR = 2%
   Conversion Value = 2,500/-
   Conversion Rate - 1.2%

4. What is Google Display Partner, give one example of Display Partner?

5. Difference Between Responsive and Non-Responsive Ad and what is the maximum file size of uploading in non-responsive Ad ?

6. What are the key factors to consider when creating a video ad?

7. How can you improve the quality score of your Google Ads campaign?

8. Write what are the targeting options available in google display ads.

9. Write bidding strategies of google ads.

10. What is the difference between Final URL and Display URL?

• Section D - Practical Questions (50 Marks)

1. You're a digital marketer for a local bakery in Pune, India. Your client's daily budget is ₹500 and their website is https://www.kayanibakerypune.com. Your goal is to drive foot traffic to the bakery and increase online orders. Identify relevant keywords like "best bakery in Pune," "cake shops near me," and "online cake delivery Pune." Create compelling search ad copy highlighting the bakery's fresh ingredients, customization options, and delivery services. Optimize the landing page for conversions by ensuring a seamless user experience. Target users within a 10-kilometer radius of the bakery. Use ad extensions like sitelink extensions, call extensions, and location extensions to provide additional information and encourage clicks.

2.  Create a new Google Ads campaign with the goal of driving website traffic.Set a daily budget of ₹10,000 and choose a Target CPM bidding strategy.

• Target users in India.

• Create an ad group and add relevant keywords like "latest gadget," "tech gadget," "new tech product," etc.

• Write compelling ad copy highlighting the unique features of the gadget and include a strong call-to-action.

• Upload the 30-second video ad.

3. Design a Non-Responsive Display Ad campaign for a luxury watch brand "TimeKeeper" https://time-keeper.com/ with the following specifications
● Required formats: Square, Large Rectangle, Leaderboard
● Daily budget: ₹2,500
● Target location: Mumbai, Pune, Bangalore.

4. You're a digital marketer for a beauty cosmetics brand. You have a Google Ads campaign with a daily budget of ₹1000. The current conversion rate is 2% and the average conversion value is ₹500.
If you increase the daily budget to ₹1500, forecast the estimated increase in revenue per day, assuming the conversion rate and conversion value remain constant.

5. Create a new Google Ads campaign with the goal of driving store visits.

• Set a daily budget of ₹5,000 and choose a Target CPA bidding strategy.

• Target users in Mumbai, India.

• Create an ad group and add relevant keywords like "best restaurants in Mumbai," "dine-in Mumbai," "food delivery Mumbai," etc.

• Write compelling ad copy highlighting the restaurant's unique selling points and include a strong call-to-action.

• Upload the 15-second video ad.

Set up conversion tracking to measure the number of store visits and online orders.