Free Digital Marketing Toolkit
Google Display Advertising Exam Question:
An advertiser who sells coffee beans has added the keyword ‘Java’ to an ad group. After two weeks, she ran a Placement Performance Report and noticed that the ad is showing up on websites about JavaScript programming. What should she do to avoid appearing on these irrelevant sites?
Options:
- Add “Java Beans” as a negative keyword
- Add “Coffee Beans” as a topic
- Make it obvious in the ad copy that “java” refers to coffee, not JavaScript
- Exclude “Programming” as a topic
- Add “Java Beans” as a negative keyword
Answer:
4. Exclude “Programming” as a topic
Explanation for Correct Answer
Adding the keyword ‘Java’ to an ad group for an advertiser who sells coffee beans can be a smart strategy, but it also requires careful consideration. Here’s an answer that provides some context and recommendations:
“Adding the keyword ‘Java’ to an ad group for a coffee bean advertiser can be a strategic move. ‘Java’ is a term commonly associated with coffee, as it refers to the Indonesian island of Java, which has a long history of coffee cultivation. However, there are a few important considerations:
Relevance: Ensure that the term ‘Java’ is relevant to the specific coffee beans you are selling. If your coffee beans have a connection to Java, such as being sourced from there, it makes sense. If not, you might want to use more specific keywords like ‘Arabica coffee beans’ or ‘Dark roast coffee beans’ to attract a more relevant audience.
Negative Keywords: Consider adding negative keywords to your ad group to filter out irrelevant traffic. For instance, you may want to add negative keywords like ‘Java programming’ or ‘Java software’ to avoid clicks from users looking for computer-related content.
Ad Copy: Craft ad copy that explicitly mentions the relevance of ‘Java’ to your coffee beans. Highlight the unique qualities or origin of your coffee beans to entice potential customers.
Landing Page: Ensure that the landing page you direct users to after clicking the ad provides information and products related to ‘Java’ coffee beans. A landing page with detailed product descriptions and an easy path to purchase can improve conversion rates.
Monitor and Optimize: Continuously monitor the performance of your ads and adjust your keyword strategy as needed. Use analytics tools to track clicks, conversions, and other relevant metrics to optimize your campaign.
Summary
Adding the keyword ‘Java’ to your ad group can be a valuable strategy for a coffee bean advertiser, but it must be done thoughtfully to ensure relevance and maximize the return on investment for your advertising efforts.”
