Question 24 (10 points) To run a successful paid search campaign, you have to do 3 things: 1) Select the right keywords 2) Create a good ad copy 3) Create a good landing page corresponding with that ad copy Each of these 3 activities has different benefits. Match the activity with the right benefit: Increases the conversion rate 1. Selecting the right keywords 2. Creating a good ad copy Increases the number of clicks, and thus, brings in a higher traffic to the website 3. Creating a good landing page corresponding for that ad Generates higher impressions Question 25 (5 points) Which of the following factors does Google Ad Ranks not consider while assigning a rank to a search ad? Ranking of the landing page corresponding with the ad, on the SERP Metrics, such as bounce rate, indicating the Landing Page experience Bid Amount Ad relevance with the search query Expected Impact of Extensions Expected CTR for an ad Question 27 (5 points) Why is a high bounce rate a negative signal of a webpage's quality? Because this behavior is an indicator that the website might be engaging in click fraud. Because the search engine must load the SERP again, and thus wastes the server's bandwidth. Because search engine rankings are determined by websites' conversion rate, and a high bounce rare means a low conversion rate. Because this behavior indicates that the searcher did not like what they saw or find what they were looking for. Question 28 (2.5 points) No follow links are links That helps search engines identify what webpages are confidential, and thus, not be crawled or indexed. Pointing at a website that are not considered as an endorsement by Search Engines, and thus, do not provide any link juice to that website Internal links that take users from one webpage to another on the same website, and help improve navigability Links found on social media websites that are shared only privately, and not meant to be seen by others, or shared publicly