Adwords Fundamentals Questions and Answers

 

1)    What happens as a result of a search campaign consistently meeting its daily budget?

•      Missed potential ad impressions
•      Accelerated ad delivery
•      Fewer sites targeted at once
•      Higher average cost—per—clicks (CPCs)

Correct answer is:

• Missed potential ad impressions

Explanation: AdWords shows recommended budgets for campaigns that repeatedly meet their daily budget but have the potential to earn more clicks and impressions

2)If you want to direct people to specific pages on your website from your ad, you can     create an ad that uses?

•      previous visits extensions
•      callout extensions
•      sitelink extensions
•      location extensions

 

Correct answer is:

• sitelink extensions

Explanation: Sitelinks can take people to specific pages on your site—your store hours, a specific product, or more. When someone clicks or taps on your links, they skip right to what they want to know or buy.

3)Tony travels frequently. He needs to be able to make changes to his Ad Words account while he’s offline, so he downloads Ad Words Editor. Using Ad Words Editor, Tony can do all of the following except:

•      Refresh data to reflect the latest statistics on his cost—per—click (CPC) campaign
•      Undo and redo multiple changes while editing his campaigns
•      Copy or move items between ad groups and campaigns 0
•      Manage, edit, and view multiple accounts at the same time

Correct answer is:

• Refresh data to reflect the latest statistics on his cost-per-click (CPC) campaign

Explanation: Any advertiser with any size account can use AdWords Editor, but it’s especially useful for accounts with multiple campaigns and long lists of keywords or ads. For example, you can:

• Use bulk editing tools to make multiple changes quickly.
• Export and import files to share proposals or make changes to an account.
• View statistics for all campaigns or a subset of campaigns.
• Manage, edit, and view multiple accounts at the same time.
• Search and replace text across ad groups or campaigns.
• Copy or move items between ad groups and campaigns.
• Undo and redo multiple changes while editing your campaigns.
• Make changes in draft before uploading them to your account.
• Keep working even when you’re offline.

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4)When someone clicks your ad, the actual amount you’re charged will be?

•      The minimum needed to hold your ad position or 50% of your maximum cost—per—click (max. CPC) bid, whichever is greater
•      The minimum needed to hold your ad position, but never less than 50% of your maximum cost—per—click (max. CPC) bid
•      The minimum needed to hold your ad position, under the maximum cost—per—click (max. CPC) limit
•      The minimum needed to hold your ad position, but never more than 120% of your maximum cost—per—click (max. CPC) bid

Correct answer is:

• The minimum needed to hold your ad position, under the maximum cost-per-click (max. CPC) limit

Explanation: Actual CPC is often less than max. CPC because with the AdWords auction, the most you’ll pay is what’s minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks.

 

5)When building a keyword list for a Display Network campaign, you should do which of the following?

•      include keywords that are related to the websites your customers visit
•      only use Keyword Planner to identify new keywords
•      only include exact match keywords
•      use aggressive targeting to identify new keywords

 

Correct answer is:

• Include keywords that are related to the websites your customers visit

Explanation: Choosing keywords for a Display Network campaign is about connecting your ads with people most likely to be interested in your business. Based on what you know about your customers, pick keywords that would you imagine would appear on websites your customers would visit.

 

6) Google Analytics can help you learn more about the behavior of your client’s customers because it shows you how?

•      likely they are to click her ads
•      they interact with her website
•      likely they are to become a regular customer
•      they perceive her products

Correct answer is:

• they interact with her website

Explanation: Google Analytics has a powerful segmentation engine. Instead of looking at your audience in large bunches, you can break it down into its component parts and understand how each part interacts with your site—then bid, message and direct traffic accordingly.

 

7)A client who owns an online running shoe store wants to drive sales of a particular model of women’s running shoes. What keywords should you include in this client’s keyword list to help achieve their goal?

• Specific terms about the shoe brand and model your client is selling
• Generic terms about running and running shoes
• Generic terms about different types of women’s shoes
• Specific terms about the benefits of running

Correct answer is:

• Specific terms about the shoe brand and model your client is selling

 

8) You want to generate leads with your AdWords campaign by encouraging people to fill out an interest form on your website. What do you need to know to measure return on investment (ROI) for this campaign?

• How much you’ve spent on the campaign compared to the value of leads generated
• The percentage of budget spent compared to how many forms were completed
• The number of clicks your ad received divided by the number of times it showed
• You can’t calculate return on investment for campaigns that are focused on online leads

Correct answer is:

• How much you’ve spent on the campaign compared to the value of leads generated

Explanation: How much profit you’ve made from your ads compared to how much you’ve spent on those ads. Return on investment (known as ROI) measures the ratio of your profits to your advertising costs.

 

9) When creating text ads to advertise a clients small chain of Italian restaurants, what should you include in the ad text to make it compelling to potential customers?

• Information about Italian food in the description
• Include call—to—actions, such as “Find the nearest location”
• Use the same headline and description as other advertisers
• An exclamation point in the display URL

 

Correct answer is:

• Include call-to-actions, such as “Find the nearest location”

Explanation: Use the description to highlight details about your product or service. It’s a good idea to include a “call to action”—the action you want your customer to take. If you’re an online shoe store, your description might include “Shop now” or “Buy shoes now.” If you offer a service, you might want to add something like “Get an instant quote online” or “See pricing.”

 

10) Using the paid & organic report for her travel website, Karen noticed a relatively high organic      clicks/query rate for the search query “Hawaii vacations.” What does this mean?

• People who see Karen’s site in relevant organic search results often click through to her site
• Karen’s ads often show below her organic results for the search query
• Karen’s average organic position is higher than other advertisers’, but her average ad position is lower than other advertisers’
• Karen’s ads don’t often show for the search query

Correct answer is:

• People who see Karen’s site in relevant organic search results often click through to her site

Explanation: The new paid & organic report provides a holistic view of your text ad stats and organic listings at the query level, letting you analyze strengths and gaps in your overall search presence.

 

11) Your client’s campaign is getting a lot of clicks, but the conversion rate is low. Which approach could help improve your client’s conversion rate?

• Increase the cost—per—click (CPC) bid for low—performing keywords
• Broaden the list of keywords to reach more potential customers
• Make sure the landing page is closely related to the ad
• Increase the average daily budget for the campaign

Correct answer is:

• Make sure the landing page is closely related to the ad

Explanation:

• Make sure your landing page is directly relevant to your ad text and keyword.
• Provide useful information on your landing page about whatever you’re advertising.
• Try to offer useful features or content that are unique to your site.
• Transparency and trustworthiness

 

12)Your client wants to show ads to people who’ve visited her website before. Which Ad Words feature would you recommend she use?

• Remarketing
• Ecommerce tracking
• Conversion tracking
• Dynamic Search Ads

Correct answer is:

• Remarketing

Explanation: Remarketing helps you reach people who have visited your website or used your app. Previous visitors or users can see your ads as they browse websites that are part of the Google Display Network, or as they search for terms related to your products or services on Google.

 

13)What’s one of the main benefits of using ad extensions?

• Extensions are automated so you don’t have to create your ads
• Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent
• Extensions increase your reach by showing your ad on more advertising networks
• Extensions provide additional information to make your ads more relevant to customers

Correct answer is:

• Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent

 

14)By monitoring ad campaign performance, an advertiser may obtain the information needed to?

• determine if campaigns are meeting overall marketing and conversion goals
• create duplicate ad groups with identical keywords and different ad variations
• create separate AdWords accounts for low-performing keywords
• compare campaign performance to that of other advertisers

Correct answer is:

• determine if campaigns are meeting overall marketing and conversion goals

15)Your client gets more conversions from ads that appear to people in Tokyo. What actions  should you take to try and increase the number of conversions for this client?

• Create a separate ad group to target ads and bids for Tokyo
• Use the user location view to understand if people who click your ads are located in Tokyo
• Use a location bid adjustment to increase bids for customers in Tokyo
• Refine where your ads show by adding the keyword “Tokyo”

Correct answer is:

• Use a location bid adjustment to increase bids for customers in Tokyo

Explanation: Use location bid adjustments to show your ad more or less frequently to customers in certain countries, cities, or other geographic areas.

16)Mimi wants to reach people searching for baked goods, but only wants her ads to show during the hours she’s open for business. Which campaign type is a good fit?

• “Search Network only — All features”
• “Display Network only — Remarketing”
• “Search Network with Display Select — All features”
• “Display Network only — All features”

Correct answer is:

• “Search Network only – All features”

Explanation: Ads in a Search Network campaign appear near Google search results and other Google sites when people search for terms that are relevant to your ad’s keywords.Ads are matched to search results pages based on the terms or phrases someone searches. Search Network campaigns are usually focused on getting people to take action such as clicking your ad or calling your business.

17)Data for your client shows that more estimated total conversions are coming from mobile devices versus computers and tablets. How can you use this data to optimize your clients bidding strategy?

• • Use target search page location to help get your client’s ads to the top of mobile search page results
  • Use enhanced cost—per—click (ECPC) to increase bids that are likely to result in conversions from mobile devices

 

• Set a mobile bid adjustment to increase bids for searches on mobile devices

 

• Set a mobile bid adjustment to decrease bids for searches on computers and tablets

 

18)When setting up a Search Network campaign for a client, you want her ad to get as many clicks as possible within her budget. Which bid strategy should you use to achieve this goal?

• • Cost-per-acquisition (CPA)
  • Cost-per-thousand impressions (CPM)

 

• Maximize Clicks

 

• Manual cost-per-click (CPC)

19)Your client is interested in switching from TV, print, and radio advertising. What are the return on investment (ROI) benefits of online advertising campaigns over traditional media advertising?

• • Traditional media generates exposure, but online advertising campaigns can guarantee sales
  • Online advertising is always less expensive than traditional media

 

• Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data

 

• Traditional media typically requires a predetermined quarterly budget, but online advertising usually lets you set your budget once a month at a fixed amount

20)You can use Keyword Planner to identify:

• • the number of negative keywords you should add
  • webpages where your ad can appear based on your keywords
  • which text ads are performing best based on your keywords

 

• the amount of traffic potential keywords might get

 

21)If you’d like your ads to show on certain sites across the Internet, you can add these websites as:

 

• Placements

 

• Audiences
• Topics
• Keywords

22)You can win a higher ad position in the auction with a lower cost—per—click (CPC) bid by:

• • creating ads that link to a generic landing page

 

• creating high—quality ads and landing pages

 

• All of the listed answers
• creating ads that include terms or phrases people are searching for

Correct answer is:

• creating relevant keywords and ads, and using ad extensions

Explanation: Ad position is also influenced by the expected impact from ad extensions and other ad formats, such as sitelinks. This means that if two competing ads have the same bid and quality, the ad with the better expected impact from extensions will generally appear in a higher position than the other.

 

23)You sell autographed sports memorabilia and want to reach people interested in sports. What’s one benefit of promoting your products with a ads in mobile apps campaign on the Display Network?

It lets people who see your ad get directions to your store on Google Maps

It directs people to your online store to purchase your products

It allows you to show your ad on app categories that you choose

It encourages people using mobile devices to install your app

 

Explanation: Advertisers can reach people who are using mobile phones and tablets by showing ads within apps. You can match ads to apps through the Display Network, or choose particular app categories to target.

 

24)On the Display Network, your ad is eligible to show on a webpage if your?

• • landing page matches that webpage’s content
  • website matches that webpage’s content
  • ad text matches that webpage’s content

 

• keywords match that webpage’s content

 

 

Correct answer is:

• keywords match that webpage’s content

Explanation: Google’s system analyzes the content of each webpage to determine its central theme, which is then matched to your ad using your keywords and topic selections, your language and location targeting, a visitor’s recent browsing history, and other factors.

 

25)How do cost-per-click (CPC) ads compete with cost-per-thousand impressions (CPM) ads on the Display Network?

• • Ads using CPC bids are not allowed to compete on the Display Network

 

• CPM bids are effectively converted to CPC bids
• CPC bids are effectively converted to CPM bids
• CPC and CPM bids only compete against bids of the same type

Correct answer is:

• CPM bids are effectively converted to CPC bids 

Explanation: To keep things fair, when CPC and vCPM ads compete for the same Display Network placement, the two types of ads are compared apples-to-apples on how much they’re effectively willing to pay for the impression. With a vCPM ad, the max viewable CPM bid represents how much the advertiser is willing to pay for each 1,000 viewable impressions; with a CPC ad, Google estimates how many clicks the ad might receive in 1,000 impressions to get the comparison.

 

26)Laura runs an online store with a large inventory of children’s toys and games. Which ad format would you use for Laura’s campaign to reach people interested in purchasing children’s games?

 

• Shopping ads
• Image ads
• Sitelink extensions
• App promotion ads

 

27)Anne—Marie’s business goal is to generate online sales of her handmade purses. Her AdWords costs are $100 per week and she wants to know if her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (R01)?

• • How many times her ads have been viewed and clicked on
  • Number of clicks on her ads and revenue they generated •
  • Number of clicks on her ads and costs to produce her purses

 

• Costs to produce her purses and revenue generated from her ads

 

 

Correct answer is:

• Costs to produce her purses and revenue generated from her ads

Explanation: ROI is the ratio of your net profit to your costs. It’s typically the most important measurement for an advertiser because it’s based on your specific advertising goals and shows the real effect your advertising efforts have on your business. The exact method you use to calculate ROI depends upon the goals of your campaign

 

28)Julian wants to reach potential customers based on the type of device they’re using, but he doesn’t know how his campaign performs on different devices. How can Julian find meaningful data that will help him decide which devices to target?

 

• Segment his campaign statistics by device

 

• Create multiple ad groups that target different devices, and monitor the results
• Set up an experiment to test which device he should target
• Create multiple campaigns that target different devices, and monitor the results

Correct answer is:

• Segment his campaign statistics table by device

Explanation: A category (like ad type or day of the week) that you can add to your campaign’s tables and charts in order to organize your performance data around that criteria.

 

29)When reviewing the Search terms report for one of your client’s campaigns, you notice several terms that aren’t relevant to what they’re advertising. How can you use this information when refining the campaign’s keywords?

• • Add the terms as exact match keywords

 

• Add the terms as negative keywords

 

• Add the terms as phrase match keywords
• Add the terms as keywords

Correct answer is:

• Add the terms as negative keywords

Explanation: Negative keywords are an important part of every campaign because they help make sure that your ads appear only to people looking for what you offer. This added level of control can help you increase your clickthrough rate (CTR), reduce your average cost-per-click (CPC), and increase your ROI.

 

30)Every time your ad is eligible to show, AdWords calculates its Ad Rank using your bid amount, components of Quality Score, and:

• • your historical conversion rate
  • the daily budget you’ve set

 

• the expected impact of extensions and other ad formats

 

• the search ranking of your website

Correct answer is:

• the expected impact of extensions and other ad formats

Explanation: A value that’s used to determine your ad position (where ads are shown on a page) and whether your ads will show at all. Ad Rank is calculated using your bid amount, the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats.

 

31)Which ad extension would you use for an advertiser who has a chain of local restaurants?

 

• Location extensions

 

• Previous visits extensions
• Sitelink extensions
• Seller ratings

 

Location extensions

Explanation: Benefits of Location extension

• Location extensions encourage people to visit you in person.
• You can add multiple addresses by linking your account to Google My Business.
• On average, ads with location extensions see a 10% boost in clickthrough rate.
• You can target your ads around your business addresses.

 

32)Your client noticed that his ad was disapproved for editorial reasons. Why is it important for him to understand and abide by Google’s advertising policies?

• • AdWords policies can help keep ad costs low and affordable for advertisers
  • AdWords policies can keep disapproved ads and websites out of organic search results
  • AdWords policies can help web users distinguish between ads and search results

 

• AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users

 

Correct answer is:

• AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users

Explanation: All AdWords ads go through an approval process to ensure the ads are safe and appropriate for users. Every time you create a new ad or make changes to an existing ad, it will automatically be submitted for review to ensure that it follows Google’s advertising policies.

 

33)An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of the advertiser’s ad showing in the top position?

• • Decrease cost-per-click (CPC) bid and decrease daily budget
  • Decrease cost-per-click (CPC) bid and increase daily budget
  • Improve Quality Score and decrease cost-per-click (CPC) bid

 

• Improve Quality Score and increase cost-per-click (CPC) bid

 

Correct answer is:

 

• Improve Quality Score and increase cost-per-click (CPC)

 

Explanation:  Your ad’s position on the page is determined by your bid, the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats.

 

34)Your ad can show to a potential customer when your targeted language matches:

• • the customer’s operating system language
  • the customer’s browser setting
  • the language of websites a user visits most often

 

• the customer’s Google interface language setting

 

Correct answer is:

 

• a user’s Google interface language setting

 

Explanation: Your ads can appear for customers who use Google products and third-party websites in the languages that your campaign targets. This helps ensure that your ads will appear on sites that are written in the language of the customers you’d like to reach.

 

35)When choosing a maximum cost—per—click (max. CPC) bid, you should consider the amount that you make from a purchase because you want to set a bid amount that’s:

• • the same amount as the profit generated by your product
  • the same amount as the revenue generated by your product
  • 50% of how much your product is worth

 

• based on how much your product is worth

 

Correct answer is:

based on how much your product is worth

Explanation: Most people starting out in AdWords use cost-per-click (CPC) bidding to pay for each click on their ads. With this option, you set a maximum cost-per-click bid (max. CPC bid) that’s the highest amount that you’re willing to pay for a click on your ad. Set your bid by thinking about how much an ad click is worth to you.

 

36)What happens when a campaign consistently meets its average daily budget?

• Ads in that campaign will show less often than they could
• Ads in that campaign will stop showing for the rest of the billing cycle
• Your budget is automatically adjusted
• Average cost—per—click (CPC) bids will be lowered

Correct answer is:

• Ads in that campaign will show less often than they could

Explanation: If you have a limited budget, you want to make the most of every cent you spend on your advertising campaign. When your budget is limited, your ad might not show as frequently as you’d like — or might not show at all.

 

37)When setting up a campaign, you can use Display Planner to get an idea of the budget and bids you should set based on your:

• traffic estimates for your placement ideas
• historical cost—per—click (CPC) estimates for your keyword and placement ideas
• traffic estimates for your keyword ideas
• historical conversion rate estimates for your keyword and placement ideas

Correct answer is:

• historical cost-per-click (CPC) estimates for your keyword and placement ideas

Explanation: Each idea comes with impression estimates and historical costs. Think of these estimates and statistics as a guide to help you plan your Display Network campaign, rather than to project future performance.

38)You can use Display Planner to?

• see which image and text ads are performing best on the specific websites you’re targeting
• see how other advertisers perform on websites where you want your ad to appear
• compare how your current Display Network campaign could perform on websites you’d like to target
• see ways to reach your target audience based on your keywords, website, or interest categories

 

 

Correct answer is:

• see ways to reach your target audience based on your keywords, website, or interest categories

Explanation: Display Planner shows you the potential reach and cost of targeting ideas to help you plan your Display Network campaigns. The forecasts can help you understand how your ad groups could perform and historical costs can guide you to the ideas that are within your budget.

 

39)Which strategy should Giorgio use to increase the number of relevant clicks from his Search Network campaign?

• • Increase bids for ads with the lowest average position and clickthrough rate (CTR)

 

• Add new relevant keywords and remove keywords with low clickthrough rate (CTR)

 

• Increase bids on relevant keywords with low clicks and clickthrough rate (CTR)
• Broaden his keyword list for ads with the lowest clickthrough rate (CTR)

Correct answer is:

• Add new relevant keywords and remove keywords with low clickthrough rate (CTR)

Explanation:Filter your keywords by clickthrough rate (CTR) to see which keywords get you a lot of impressions, but few clicks. For example, you can filter keywords with a clickthrough rate that’s less than 1%, and then make changes to those keywords so they’re more relevant to your ads.

 

40)What’s a reason to use the “Search Network with Display Select” campaign type?

• You can pick the exact websites where you want
• your ad to show Your video ads can run on the Search Network
• You can use one budget to advertise on the Search Network and Display Network
• Your ads only show on the first page of search results

Correct answer is:

• You can use one budget to advertise on the Search Network and Display Network

Explanation: You can only add managed placements to certain campaign types: “Display Network only,” “Search Network with Display Select,” and “Video.”

 

41)Which statistic indicates how often a click has led to a conversion?

• Conversion rate
• Cost-per-thousand impressions (CPM)
• Clickthrough rate (CTR)
• Cost-per-conversion

Correct answer is:

• Conversion rate

Explanation: Conversion metrics are adjusted to reflect only the ad clicks that could have led to conversions

 

42)An advertiser looking to drive conversions is using manual cost—per—click (CPC) bidding. Which factor should be most important for this advertiser when deciding keyword bids?

• The Quality Score of the keyword
• The bids of the next closest advertiser
• The profit derived from a paid click
• The average profit per conversion

Correct answer is:

• The profit derived from a paid click

Explanation: How do you know what CPC to set? You can figure this out based on what you know about your business and the value of a sale. For example, if you sell US$5,000 diamond rings, one new customer is probably worth more than if you sell US$0.99 packs of gum.

Once you’ve set max. CPC amounts that you’re comfortable with, see how many clicks your ads begin to accrue, and whether those clicks lead to business results on your website. Also, remember that Internet traffic is always changing, so it’s important to re-evaluate your CPC bids regularly.

 

43)Advertising on TV, print, and radio typically requires a predetermined budget. What key difference with online advertising campaigns allow advertisers to invest with more flexibility?

• Budgets for online campaigns can only be set once annually and require a fixed commitment.
• Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive.
• Budgets cannot be applied to online campaigns due to constant changes in traffic.
• Online campaigns generate clicks, whereas other channels generate exposure.

 

Correct answer is:

• Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive

 

44)When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords?

• • Your keyword list would be disapproved based on Google’s advertising policies

 

• AdWords only shows an ad for keywords with proper spelling and plural forms

 

• Broad match only includes the exact words and phrases a user searches for
• AdWords can automatically include these variations for you

Correct answer is:

• AdWords can automatically include these variations for you

Explanation: Broad match lets a keyword trigger your ad to show whenever someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, stemming (such as floor and flooring), related searches, and other relevant variations.

 

45)Nadia manages a local gym and is running an ad to drive more free trial memberships. What could she include in her ad text?

• • A call-to-action like ‘Visit our gym now”
  • A promotion like “20% off fitness classes”
  • A prominent headline like “TRIAL MEMBERSHIPS AVAILABLE”

 

• A call-to-action like “Sign up for a free trial”

 

Correct answer is:

• Add a call-to-action like “Sign up for a free trial”

46)Which of these metrics is especially important to clients who are running a branding campaign?

• Clickthrough rate (CTR)
• Phone call conversions
• Average cost—per—click (avg. CPC)
• Impressions

Correct answer is:

• Impressions

Explanation:  Impressions are important to track in any campaign, no matter what your goals are. But they can be especially important in branding campaigns, because they represent how many customers actually laid eyes on your ad. You might not care whether they ended up buying anything from your site, but you do want them to remember that catchy new slogan you paid big bucks to develop and share with the world.

 

47)An advertiser wants to increase the Quality Score of a low—performing keyword. Which approach would you recommend?

• Set an ad group bid adjustment of +20% for that keyword
• Delete the keyword and add a synonym of the keyword to the campaign
• Modify the ad associated with that keyword to direct to a highly-relevant landing page
• Delete the keyword and use Keyword Planner to find more relevant keywords

Correct answer is:

• Modify the ad associated with that keyword to direct to a highly-relevant landing page

Explanation: It’s time to identify poor-performing keywords and make them work harder for you. You’ll want to improve the relevance of your keywords to help boost their Quality Scores, or modify the match type for ones that aren’t helping you meet your advertising goals, or delete duplicate keywords in your account. You can also filter your performance data to find low-performing keywords.

 

48)You signed 3 new clients, each with an existing AdWords account. What’s the best way to manage these accounts?

 

• Link the client accounts to your AdWords manager account

 

• Use your clients’ sign—in information to access and manage the accounts
• Pause your clients’ campaigns and recreate them in your AdWords manager account
• Consolidate the 3 accounts into a new AdWords account you create

Correct answer is:

• Link the client accounts to your My Client Center (MCC) manager account

Explanation: If you’re an agency or someone who manages multiple AdWords accounts, a manager account is a powerful tool that could save you time. A manager account is an AdWords account that lets you easily view and manage multiple AdWords accounts — including other manager accounts — from a single location.

 

49)In order to appeal to customers on mobile devices, it’s important to:

• Avoid using ad extensions
• Send users to a video—based landing page
• Include your phone number as your display URL
• Send users to a mobile—friendly landing page

Correct answer is:

• Send users to a mobile-friendly landing page

Explanation: People seeing your ads on mobile are more likely to want to know where you are, or to call you. Show your location and phone number with location extensions and call extensions. Also, consider creating ads devoted to people on mobile devices, using the mobile version of your website as a landing page, and offering specials suited to a mobile audience. Keep in mind, your text ads can appear differently on mobile.

 

51)You would advise a client that’s launching a new product line to advertise on the Display Network because she can:

 

• reach people who are interested in similar products

 

• reach people who are searching for her products
• use text ads that encourage people to call her business
• use text ads that encourage people to visit her website

Correct answer is:

• reach people who are interested in similar products

Explanation: The Google Display Network allows to you connect with customers with a variety of ad formats across the digital universe.It can help you reach people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile sites and apps.The Display Network helps you capture someone’s attention earlier in the buying cycle.The Google Display Network is designed to help you find the right audience across millions of websites. It lets you be strategic and put your message in front of potential customers at the right place and the right time.

 

52)Why should you link your client’s AdWords account to Search Console?

• See which campaigns have the biggest changes in clicks, costs, and conversions
• See if people reach your client’s website via ads or organic search results
• See how your ads performed when triggered by actual searches
• See how often your ads rank higher in search results than those of other advertisers participating in the same auction

Correct answer is:

• See if people reach your client’s website via ads or organic search results

Explanation: The new paid & organic report provides a holistic view of your text ad stats and organic listings at the query level, letting you analyze strengths and gaps in your overall search presence. This also gives you insight into how your paid text ads and organic search listings work together to connect your business with people searching on Google.

53)What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand?

• • Use a balanced combination of broad-, exact-, and phrase-matched keywords
  • Target large metropolitan areas where people are more likely to encounter her product

 

• Add affinity audiences targeting people interested in green living and beauty

 

• Increase the daily budget and add text ads with clear call-to-actions like “Buy now”

Correct answer is:

• Add display ads and affinity audiences targeting people interested in green living and beauty

Explanation: Select from these audiences to reach potential customers at scale and make them aware of your business.

These audiences were built for businesses currently running a TV ad who would like to extend the reach of a TV campaign to an online context for an efficient price.

 

54)Data shows that the audience for a client’s running shoe store is women ages 35 to 50. How can you optimize this client’s Display Network campaign based on your research?

 

• Add demographic and age targeting to show ads to people in this audience

 

• Increase cost—per—click (CPC) bids and experiment with variations of ad text that includes running tips
• Use frequency capping to limit the number of times men ages 40 to 65 see your client’s ads
• Set up a remarketing list to show ads to women who have previously visited your client’s website

Correct answer is:

• Add demographic and age targeting to show ads to people in this audience

[s3]

Explanation: With demographic targeting in AdWords, you can reach customers who are likely to be within the demographic groups that you choose

 

55)Negative keywords can help advertisers better target their ads by?

• • increasing the number of relevant Display Network placements
  • reducing their campaign’s daily budget recommendations
  • raising the average position of their ads

 

• reducing the number of irrelevant clicks

 

 

56)A standard Ad Words text ad is made up of:

• • a display URL and description text

 

• headline text, a display URL, and description text

 

• headline text and description text
• headline text, an image, and description text

57)You can use audience targeting to show your ads to:

 

• specific groups of people, based on their interests

 

• specific groups of people, based on their location
• specific websites, based on specific interests
• groups of websites, based on specific interests

Correct answer is:

• specific groups of people, based on their interests

Explanation: Audiences: Depending on your advertising goals, you can choose the audience that best matches your customers. To drive brand awareness, use affinity audiences to reach TV-like audiences on a broad scale. To reach as many potential customers as possible with an affinity for a specific product area, you might try adding custom affinity audiences. To reach specific audiences actively shopping for a product or service, use in-market audiences instead.

 

58)Tom wants to promote his windshield repair company’s emergency service by reaching people when they’re searching for help. Which campaign type is a good fit?

• • “Display Network only

 

• “Search Network only”

 

• “Shopping”
• “Search Network with Display Select”

 

Correct answer is:

• “Search Network only”

Explanation: Search Network campaigns are usually focused on getting people to take action such as clicking your ad or calling your business. These campaigns show ads to people who are actively seeking out information. When someone is intentionally seeking out a product or service like yours, they’re much more likely to find your ad helpful, and click it.

A Search Network campaign may be a good option for you if you meet one or more of the following criteria:

• You want your ads to appear near Google search results
• You only want to reach customers searching for your specific product or service

 

59)Your client wants to improve her ad position. What would you recommend?

• Make the ad headline longer and more descriptive
• Improve Quality Score and decrease bid amount
• Add more keywords and increase daily budget
• Improve the ad quality and increase bid amount

Correct answer is:

• Improve the ad quality and increase bid amount

Explanation: Ad position is determined by your Ad Rank in the auction. Your Ad Rank is a score that’s based on your bid, the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats. If you’re using the cost-per-click bidding option, your bid is how much you’re willing to pay for a single click on your ad

 

60)What’s one benefit of creating multiple ad groups?

• • You can pause specific keywords if they’re not performing well
  • You can target specific ad groups into various Google networks

 

• You can break up keywords and ads into related themes

 

• You can set different budgets for each ad group

Correct answer is:

• Break up keywords and ads into related themes

Explanation: Use ad groups to organize your ads by a common theme, such as the types of products or services you want to advertise.

Many advertisers find it helpful to base their ad groups on the sections or categories that appear on their website.

 

61)Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices?

• • Target return on ad spend (ROAS)
  • Target cost-per-acquisition (CPA)

 

• Mobile bid adjustments

 

• Target search page location

Correct answer is:

• Mobile bid adjustments

[s3]

Explanation: Just as with desktop AdWords campaigns, mobile campaigns use bidding and targeting to determine where and when your ads show up. A click may be worth more to you if it comes from a mobile device or a specific location, or at a certain time of day. By setting bid adjustments, you can increase or decrease your bids to gain more control over when and where your ad is shown.

 

62)Keyword Planner can help you build a new Search Network campaign by:

creating new ads based on your keywords

organizing potential placements into ad groups

suggesting landing pages for your ads

multiplying keyword lists together

Correct answer is:

• multiplying keyword lists together

Explanation: You can search for keyword and ad group ideas, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together. Keyword Planner can also help you choose competitive bids and budgets to use with your campaigns.

 

63)Your client wants to increase the number of people visiting his website. When analyzing the data for his Search campaign, which metric do you most want to improve?

 

• Clickthrough rate (CTR)

 

• Clicks
• Conversion
• rate Impressions

64)Blake is focused on branding and is more interested in his ads being viewed than in generating clicks. Which of these features would not be a good fit for him?

• • Placement targeting
  • Reach and frequency data
  • Cost—per—thousand—impressions (CPM) bidding

 

• Call extensions

 

 

65)What’s a benefit of having multiple ads in an ad group?

• Ads are only eligible to show at the top of the page if there’s more than one ad in that ad group
• Ads are only eligible to show ad extensions if there’s more than one ad in that ad group
• AdWords will automatically rotate your ads and show the best performing ones more often
• AdWords will automatically match each ad to the keywords it’s most relevant to

Correct answer is:

• AdWords will automatically rotate your ads and show the best performing ones more often

Explanation: A preference that determines which ad in your ad group should show (when you have multiple ads). Ad rotation settings are helpful because they give you the ability to request how your ads are shown. For example, you can request to have your successful ads show more often or indicate that you’d like your ads to be shown more evenly.

 

66)Higher Quality Scores typically result in:

• • better ad positions only
  • higher costs and better ad positions
  • lower costs only

 

• lower costs and better ad positions

 

Explanation:

• Ad auction eligibility:Having better quality components typically makes it easier and cheaper for your ads to enter an auction. Our measures of ad quality also help determine whether your ad is qualified to appear at all.
• Your actual cost-per-click (CPC):Higher quality ads can often lead to lower CPCs. That means you pay less per click when your ads are higher quality.
• Ad position:Higher quality ads lead to higher ad positions, meaning they can show up higher on the page.

 

68)Belinda’s boutique just started carrying 3 new designer labels. She wants to show an image ad announcing the new collections to people who are browsing websites about designer clothing. Which campaign type is a good fit?

• • “Search Network only — Standard”
  • “Shopping”
  • “Search Network only — All features”

 

• “Display Network only — All features”

 

 

69)Caleb owns a music store and is creating an ad group for musical instrument rentals. What would be the most appropriate landing page for his ad?

• • A page with information on music lessons and a contact form
  • A page with a wide selection of instruments for sale
  • His homepage, with links to instrument sales, rentals, and music lessons

 

• A page with information on instrument rentals and a contact form

 

Correct answer is:

• A page with information on instrument rentals and a contact form

Explanation: Your landing page experience is one of several factors that helps determine a keyword’s Quality Score. The experience of a landing page is represented by such things as the usefulness and relevance of information provided on the page, ease of navigation for the user, and how many links are on the page.

 

70)Which client would you advise to advertise on the Search Network?

• • Suzy, who wants to reach people browsing travel websites about
  • China Carol, who wants to reach people watching YouTube videos

 

• Bill, who wants to reach people looking for plumbing services

 

• Jim, who wants to reach people on social networks interested in poetry

Correct answer is:

• Bill, who wants to reach people looking for plumbing services

Explanation: The Google Search Network is a group of search-related websites and apps where your ads can appear. When you advertise on the Google Search Network, your ad can show near search results when someone searches with terms related to one of your keywords.

 

71)You would choose to advertise on the Display Network if you wanted to:

• • show ads on Google Shopping
  • show ads on Google Maps

 

• show ads on websites related to your business

 

• show ads to people on non-Google search sites

Correct answer is:

• show ads on websites related to your business

Explanation: “Display Network only” campaigns are best if you’d like to show ads on websites and apps when your keywords are related to the sites’ content. Your ads are matched to websites or mobile apps (called placements) that include content that’s related to your business or to your customers’ interests. You can set up targeting to match your ads to the most relevant Display Network sites based on their topics, interested audiences, demographics, and more.

 

72)An e-commerce client wants her campaign to be more profitable. After calculating this client’s total profits from Ad Words, what can you do to start maximizing results for profit?

• • Lower the cost-per-click (CPC) bids and increase the budget

 

• Test different cost-per-click (CPC) bids

 

• Delete keywords that are generating the most clicks
• Test only one version of your ad text

Correct answer is:

• Test different cost-per-click (CPC) bids

Explanation: There are four steps to profit driven bidding in AdWords:

• Define a formula that calculates total profits from AdWords.

Why: You need a formula to measure and optimize for profit in AdWords.

• Run a broad-scale manual bid test.

Why: Get an edge in the auction by finding profitable bid opportunities faster than others can.

• Evaluate results and measure your profit.

Why: Identify areas for improvement as you analyze results.

• Use automation to adjust your bids.

Why: Free up your time so that you can focus on other strategic priorities.

 

73)Each campaign in your AdWords account should have a single:

• maximum cost—per—click (max. CPC) bid
• landing page
• ad group
• business goal

Correct answer is:

• business goal

Explanation: With AdWords, you’ll organize your account into separate campaigns, with each campaign focusing on a single business goal, such as driving traffic to your website, or offering a particular product or service. If your business serves several geographic areas, you might want to create a separate campaign for each location.

 

74)Your ad can show on the Search Network when someone searches for terms that are similar to your:

• • ad text
  • website
  • placements

 

• keywords

 

• Keywords

Explanation: When someone searches on Google, your ad could be eligible to appear based on the similarity of your keywords to the person’s search terms, as well as your keyword match types. Keywords are also used to match your ad to sites in the Google Network that are related to your keywords and ads.

 

75)What is the recommended next step if you noticed from the Search terms report that certain search terms are leading to a high number of clicks on your ads?

• • Add search terms that are not leading to many clicks as negative keywords
  • Make sure all of these search terms are included as keywords, regardless of relevance
  • Add sitelinks to your ads to make them even more prominent

 

• Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords

 

Correct answer is:

• Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords

Explanation: Use the Search terms report to see how your ads performed when triggered by actual searches within the Search Network. Identify new search terms with high potential, and add them to your keyword list. Look for search terms that aren’t as relevant to your business, and add them as negative keywords. This can help you avoid spending money showing your ad to people who aren’t interested in it.

 

76)Which of the following items is not a component of Quality Score?

• • Landing page experience
  • Ad relevance
  • Expected clickthrough rate (CTR)

 

• Maximum cost—per—click (max. CPC) bid

 

 

77)One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the AdWords system works?

• • Due to changes in traffic, AdWords allows up to 20% more impressions in a day than the budget specifies
  • AdWords automatically increases the maximum cost—per—click (CPC) bid to show an ad higher in Google search results
  • To show an ad more often, AdWords charges more than the average daily budget amount multiplied by 30.4

 

• Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4

 

Correct answer is:

• Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4

Explanation: When your ads are shown more often, your total daily cost might be up to 20% more than your average daily budget. However, you won’t be charged more than your average daily budget multiplied by the average number of days in a month (30.4).

 

78)Which bid strategy should Sara use if her goal is to get more people to call her local catering business?

• Cost-per-click (CPC)
• Cost-per-thousand-impressions (CPM)
• Cost-per-view (CPV)
• Cost-per-acquisition (CPA)

Correct answer is:

• Cost-per-acquisition (CPA)

Explanation: Target CPA is an automated bid strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set.

79)A client that owns a fine—dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones. How should you optimize this client’s campaign to help achieve the goal?

 

• Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment

 

• Include a phone number in the client’s ad’s headline and monitor performance with the top vs. other segment
• Add call extensions to the client’s ads and monitor performance with the top vs. other segment
• Include a phone number in the client’s ad’s headline and monitor performance with the mobile clicks-to-call segment

Correct answer is:

• Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment

Explanation: Ads created in call-only campaigns are fine-tuned to show only on mobile devices that are capable of making calls.

 

80)Your client noticed last month that his ad often showed up beside another advertiser’s ad for the same search terms. How can you help your client understand how he is performing compared to other advertisers?

• • Use the top movers report to show which campaigns have seen the biggest change in clicks since last month

 

• Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers

 

• Use the paid & organic report to show when his website appears in organic search, with no associated ads
• Use the Search term report to show which search terms lead to the most clicks on his ads

Correct answer is:

• Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers

Explanation: The Auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are.

 

81)Which client would you advise to use radius targeting?

• • Christopher, who wants to promote his new product in select cities

 

• Denise, whose service can reach customers within 30 miles

 

• Luis, whose e—commerce business delivers nationwide
• Mabel, who wants to exclude her ads from certain cities

Correct answer is:

• Denise, whose service can reach customers within 30 miles

Explanation: Radius targeting (also known as proximity targeting or “Target a radius”) allows you to choose to show your ads to customers within a certain distance from your business, rather than choosing individual cities, regions, or countries.

 

82)When reviewing your client’s Search Network campaign, you notice that an ad in one of the ad groups has a lower average position. Which automated bid strategy should you use to help improve the position of these ads?

• • Target return on ad spend (ROAS)
  • Enhanced cost-per-click (CPC)
  • Maximize clicks

 

• Target search page location

 

Explanation: “Target search page location” is a type of flexible bid strategy that automates bidding across multiple campaigns, ad groups, and keywords to show your ad on the top of the page or on the first page of Google search results.

 

83)Which is a benefit of advertising online with Google AdWords?

• • Advertisers pay the same amount every time someone clicks their ad
  • Advertisers can have ads automatically translated into different languages
  • Advertisers can pay to always show their ad above the organic search results

 

• Advertisers can choose how much they spend and only pay when someone clicks their ad

 

Correct answer is:

 

• Advertisers can choose how much they spend and only pay when someone clicks their ad

 

Explanation: You decide how much you want to spend, and pay only when someone interacts with your ad, like clicking your text ad or watching your video ad. You base your bids on whatever is best for your business.

 

84)When people search for your client’s watch repair business, they use very specific terms like “vintage watch repairs”. To show your ads for these searches, you’ll want to use:

• • Negative match keywords
  • Phrase match keywords

 

• Exact match keywords

 

• Broad match keywords

 

85)How can you see if people are searching for your client’s services during the early morning and evening hours?

 

• Segment performance statistics by time

 

• Run a keyword diagnosis
• Run a Search terms report
• Monitor reach and frequency data

 

86)While teaching a new account manager how to build a Search campaign, you tell her that she should group similar keywords together in an ad group because it will allow her to:

• • create a different ad for each keyword only
  • create one ad that’s relevant to all keywords

 

• create ads that are relevant to all keywords

 

• create multiple ads for each keyword

Correct answer is:

• create ads that are relevant to all keywords

87)Your new clients Ad Words account has one campaign with one ad group that contains a list of hundreds of keywords. Which best practice should you follow when re—organizing this clients keywords?

 

• Create new ad groups with related keywords grouped together

 

• Create new ad groups with several keyword match types
• Create one ad group for every five keywords
• Remove half of the keywords from the ad group

Correct answer is:

• Create new ad groups with related keywords grouped together

Explanation: Use ad groups to organize your ads by a common theme. For example, try separating ad groups into the different product or service types you offer.

 

88)A client wants to promote her new mobile app by showing her ads in other mobile apps. How can Ad Words help accomplish her goal?

• • Google’s Search Network will help her target people who are more likely to download her app
  • She can use mobile app extensions to reach users in apps
  • She can use keywords like “mobile app” to target people who are more likely to download her app

 

• Google’s Display Network includes many mobile apps where she could show her ad

 

 

89)What’s the easiest way to evaluate if one version of your landing page performs better than another for the same ad?

 

• Replace the existing landing page with the new one and compare this month’s data to last month’s

 

• Set up an experiment that randomly makes a draft campaign with the new landing page active in the auction
• Create another campaign for the new landing page and compare the two campaigns
• Create another ad group for the new landing page and compare the two ad groups

correct answer is:

• Run a Campaign Experiment on the existing campaign that switches between both landing pages

Explanation: AdWords Campaign Experiments allow you to test changes to your account on a portion of the auctions that your ads participate in.

 

90)Cliff just started working with a client who has a very disorganized Ad Words account. What’s an effective way for him to begin restructuring his client’s account?

• Create one campaign with a broad Section of keywords
• Create campaigns based on the structure of his client’s website
• Create one campaign for all the products his client offers Create multiple campaigns, each with a set of related keywords

Correct answer is:

• Create campaigns based on the structure of his client’s website

Explanation: With AdWords, you’ll organize your account into separate campaigns, with each campaign focusing on a single business goal, such as driving traffic to your website, or offering, like a particular product or service. If your business serves several geographic areas, you might want to create a separate campaign for each location.

One effective approach is to organize your campaigns to reflect the structure of your website. This allows you to create campaigns around specific themes or products. For example, an electronics retailer might create campaigns for specific product categories, such as televisions and cameras.

 

91)All other things being equal, if you’ve set a maximum cost—per—click (max. CPC) bid of USD $1 for your ads, and if the next most competitive bid is USD $0.50 for the same ad position, what is the actual amount you’d pay for that click?

• $1.01
• $0.51
• $0.5
• $1

Explanation: For ads on the Search Network, the minimum Ad Rank required for ads above search results is generally greater than the minimum Ad Rank required for ads beside search results. As a result, the actual CPC when you appear above search results could be higher than the actual CPC if you appear beside search results, even if no other advertisers are immediately below you. Although you may pay more per click, top ads usually have higher clickthrough rates and may allow you to show certain ad extensions and other features available only in top ad positions. As always, you’re never charged more than your max. CPC. bid.

 

92)Your client’s campaign is consistently meeting its average daily budget. What should you do to maximize your client’s budget throughout all hours of the day?

• Pause the campaign to stop showing ads and accruing costs
• Increase the maximum cost—per—click (CPC) bid
• Lower the daily budget amount
• Change the ad delivery method from “Accelerated” to “Standard”

Correct answer is:

• Change the ad delivery method from “Accelerated” to “Standard”

Explanation: Accelerated delivery is likely to use up your campaign’s daily budget early in the day. This is because accelerated delivery shows your ads until your budget is reached. “Standard delivery” is more optimized, which means that the delivery of your ads is spread more evenly throughout the day.

 

93)Which is a benefit of advertising online?

 

• Reach people who are likely interested in what you’re advertising

 

• Make money by showing ads on your website
• Increase your position in organic search results
• Automatically collect information about potential customers

 

94) You would choose to advertise on the Search Network if you wanted to:

 

• reach customers while they’re searching for your products or services

 

• choose from a range of ad formats, like video and image ads
• reach customers browsing websites related to your business
• choose the types of websites where you want your ads to show

Correct answer is:

• reach customers while they’re searching for your products or services

Explanation: The Google Search Network is a group of search-related websites or apps where your ads can appear. When you advertise on the Google Search Network, your ad can show next to search results when someone searches with terms related to one of your keywords

 

95)Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don’t live in France. What would be an effective way to target this client’s customers?

• • Create a campaign targeting French and regions other than Paris
  • Create a keyword list with the exact match keyword Paris and negative keyword “France”

 

• Create a campaign targeting Paris and languages other than French

 

• Create a campaign with ads and keywords written in French

 

96)What does “converted clicks” measure?

• • The total number of clicks within your chosen conversion window
  • The total number of conversions divided by the total number of clicks
  • The percentage of clicks that led to a conversion

 

• The total number of clicks that led to a conversion

 

 

Fundamental questions  and answers

 

An advertiser is focused primarily on direct response, as opposed to branding. The advertiser should delete keywords from a search campaign if the keywords:

1. A)  generate many clicks and conversions
2. B)  generate many impressions and very few conversions
3. C)  contain more than two words in the phrase
4. D)  contain words that are duplicated in a display campaign

2)  What is a benefit of online advertising with Google AdWords?

1. 1. A)  Advertisers can identify the Internet Protocol (IP) address of users who are searching for products
   2. B)  Ads can include up to 50 characters for the first three lines of ad text

 

• C)  Ads are displayed to users who are searching for a particular product of service

 

1. D)  Advertisers can pay to place their websites in the natural search results

3)  It is beneficial to create multiple ad groups in order to:

1. 1. A)  opt specific ad groups into various Google networks

 

• B)  break up keywords and ads into related themes

 

1. C)  set different budgets for each ad group
2. D)  pause specific keywords if they are not performing well

4)Which AdWords settings are specified at the account level?

1. 1. A)  A daily budget and a set of keywords and placements
   2. B)  Network distribution preferences and a set of keywords

 

• C)  A unique email address, a password, and billing information

 

1. D)  Location targeting, cost-per-click (CPC) bids, and match types

5)An online retail company is based in the United States but ships to customers all over the world. If this company wants to serve Spanish language ads to Spanish speaking users, which targeting option should be refined?

 

• A)  Language targeting

 

1. B)  Regional targeting
2. C)  Ad scheduling
3. D)  Demographic targeting

6)Which method would be recommended for an advertiser who is trying to increase the Quality Score of a low-performing keyword?

1. 1. A)  Repeat the keyword as many times as possible in the ad text.
   2. B)  Delete the keyword and add the keyword to the campaign again

 

• C)  Modify the ad associated with that keyword to direct to a highly-relevant landing page

 

1. D)  Increase the daily budget for the campaign in which the keyword is located

7)An advertiser who decides to edit the location targeting of an ad can do this at the:

1. 1. A)  ad group level
   2. B)  keyword level

 

• C)  campaign level

 

1. D)  account level

8)If your campaign is opted into show ads on the Google Display Network, and your Display Network ads have a lower CTR than your existing search ads – how will this impact the quality score of your search campaign?

1. 1. A)  None of these options is correct

 

• B)  Your ad performance on the Display Network does not affect your rank for search ads, so a lower CTR on the Display Network does not affect the Quality score of your ads for search

 

1. C)  Your daily budget will be adjusted to account for a drop in CTR and in increase in the CPCs needed to maintain the existing Ad Rank of your search campaigns
2. D)  Your quality score will be adjusted to reflect the average CTR of both your search and display network campaign performance.

9)An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of top ad position?

 

• A)  Improve Quality Score and increase cost-per-click (CPC)

 

1. B)  Decrease cost-per-click (CPC) and increase daily budget
2. C)  Decrease cost-per-click (CPC) and decrease daily budget
3. D)  Improve Quality Score and decrease cost-per-click (CPC)

10)To determine which ad language to target to a user, the AdWords system refers to that users:

1. 1. A)  Chrome Browser setting
   2. B)  operating system language
   3. C)  home countrys language

 

• D)  Google interface language setting

 

11)Which budget delivery option is most appropriate for an advertiser who wants AdWords to distribute ads evenly throughout the day?

1. 1. A)  Accelerated
   2. B)  Optimized
   3. C)  Scheduled

 

• D)  Standard

 

12)An advertiser wants to allocate additional budget to advertising a new product line. In order to accomplish this goal, the advertiser should create:

1. 1. A)  an ad group specific to the product line with a higher daily budget
   2. B)  additional text ads that specifically feature the product line

 

• C)  a campaign with a separate daily budget specific to the product line

 

1. D)  an ad group specific to the product line with targeted ad text

13)Suppose you have created an ad group to advertise gourmet chocolate, and it includes keywords like “dark chocolate” and “gourmet chocolate bars.” If you opted this particular campaign into the Google Display Network, what type of targeting would automatically be used to determine whether your ads might show?

1. 1. A)  Remarketing would be used to automatically target users who had previously visited sites that related to your keywords.
   2. B)  Topic targeting would be used to target all pages about chocolate, regardless of whether your exact keywords appear on the page.
   3. C)  Managed placements would be used to target specific sites you had selected as being important to our client.

 

• D)  Automatic placements would be used to contextually target sites that share the same themes as the keywords within your campaign.

 

14)Which line of ad text would be disapproved based on Googles advertising policies?

1. 1. A)  Want fast results?
   2. B)  Free shipping

 

• C)  Best deals- click here

 

1. D)  Fast, easy, effective

15)How do managed placements on the Display Network work?

1. 1. A)  Advertisers can guarantee placement on prominent and popular sites.

 

• B)  Advertisers manually select the desired sites on which their ads may appear

 

1. C)  Keywords are used to place ads next to content that matches the ad.
2. D)  Appropriate sites are automatically chosen for the advertiser by the Google AdWords system.

16)According to ad policies, what types of words, phrases, or characters can not be included in an AdWords text ad?

1. 1. A)  All of these answers are correct
   2. B)  Ads can not contain words that are not directly related to the keyword that the ad is targeting
   3. C)  Ads cannot use exclamation points (!) or question marks (?).

 

• D)  Ads cannot use call-to-action phrases such as “click here” or “See this site”

 

17)Your text ad includes the phrase “Your friend has a crush on you, See more!”. Why could your ad be disapproved according to AdWords policies?

1. 1. A)  Ads can not simulate email inbox notifications or fake “friends/crush” requests.

 

• B)  Ads can not contain that amount of characters

 

1. C)  Ads can not contain the phrase “See more!”
2. D)  Ads can not contain exclamation points (!).

18)Which formula does Google use to rank keyword-targeted ads on Google Search

1. A)  (Maximum cost-per-click (CPC) bid + Daily Budget) / Quality Score
2. B)  Maximum cost-per-click (CPC) bid x Quality Score
3. C)  (Maximum cost-per-click (CPC) bid x Quality Score) / Daily Budget
4. D)  Maximum cost-per-click (CPC) bid only

19)When resetting a password in AdWords, what should a user keep in mind?

1. A)  The new password is now required to access all other Google products with the affected Google Account log-in.
2. B)  The new password will work for AdWords and the old password will work for other Google products.
3. C)  The user will need to enable 2-factor authentication in order to access their account from any location
4. D)  The password will need to be reset separately on other Google products that share the Google Account log-in

20)A keyword with very low clickthrough rate (CTR) will usually receive:

1. 1. A)  more impressions on the Google Display Network
   2. B)  impressions only on the Google Search Network
   3. C)  a low average cost-per-click (CPC) on Google search.

 

• D)  a low Quality Score on the Google Search Network

 

21)Adding placements to an ad group

1. 1. A)  negatively affects the Quality Score for search

 

• B)  does not affect the Quality Score for search

 

1. C)  improves the Quality Score on Google
2. D)  improves the Quality Score for search

 

22)In the case of a placement targeted ad on the Google Display Network, the Quality Score portion of calculating Ad Rank is based on:

1. 1. A)  the quality of your image
   2. B)  the quality of your landing page

 

• C)  the maximum CPC of the keyword that triggered an ad.

 

1. D)  your daily budget

23)By adding managed placements to a Display Network campaign – you can show your ad:

1. 1. A)  on webpages where the Smart Pricing feature determines there the ad is likely delivery ROI.

 

• B)  on specific webpages, online video games, RSS feeds, and mobile sites and apps that you select

 

1. C)  on webpages where a contextual targeting algorithm identified that is a match between your keywords and a publishers content
2. D)  on Google owned and operated properties such as Gmail and Google News – that have relevant content for your keywords.

24)A My Client Center (MCC) account manager wants to grant Standard Access to a linked client. Before making this change, the account manager should consider that Standard Access users can:

1. 1. A)  change the access levels of other users.
   2. B)  delete the account
   3. C)  invite others to access the account.

 

• D)  see average cost-per-click (CPC) costs.

 

25 happens when) an advertiser sets a daily budget lower than the recommended amount, using tWhathe “Standard” delivery method?

1. 1. A)  Ads will show when a user searches on the advertisers keywords, but the ads rank will be reduced.
   2. B)  Ads will show each time a user searches on the advertisers keywords, but only during specified time periods

 

• C)  Ads will not show every time a user searches on the advertisers keywords

 

1. D)  Ads will never show when a user searches on the advertisers keywords

26)The maximum cost-per-click (CPC) bid is the:

1. A)  amount an advertiser is required to pay to achieve top ad position
2. B)  actual amount an advertiser pays for each click on an ad
3. C)  most an advertiser is willing to pay for each click on an ad
4. D)  amount an advertiser must pay to outbid competitors

27)If an advertiser improves the Quality Score of a keyword, this keyword may:

1. 1. A)  receive fewer impressions on the Search Network
   2. B)  automatically reset its match type to Broad

 

• C)  earn the ad a higher average position

 

1. D)  be more likely to appear in bold when displayed in an ad

28)You can use Display Planner to:

1. 1. A)  see which images and text ads within your campaign are performing best on the specific websites you are targeting
   2. B)  run a report to determine which keywords are most likely to convert based on the past 30-days of your campaign

 

• C)  see potential webpages where your ad can appear based on your keywords

 

1. D)  managed CPC bids for contextual campaigns within your account

Explanation: Display Planner shows you the potential reach and cost of targeting ideas to help you plan your Display Network campaigns. The forecasts can help you understand how your ad groups could perform and historical costs can guide you to the ideas that are within your budget.

29)When sitelinks are set at both the campaign and ad group level, which will be displayed?

 

• A)  Sitelinks at the ad group level

 

1. B)  Sitelinks with the highest ad rank
2. C)  Sitelinks related to the query searched
3. D)  Sitelinks from both the campaign and ad group

30)Which formula represents how Ad Rank is determined on Google search?

1. 1. A)  Popularity of the website being advertised
   2. B)  Historic average position of each ad

 

• C)  Maximum cost-per-click (CPC) multiplied by Quality Score

 

1. D)  How much an advertiser is willing to spend each day

31)An advertiser looking to drive conversions is using manual cost-per-click (CPC) bidding. Which factor should be most important for this advertiser when keyword bids are decided?

 

• A)  The profit derived from a paid click

 

1. B)  The bids of the next closest competitor
2. C)  The cost of the bid
3. D)  The Quality Score of the keyword

32) targeWhat should an advertiser use to organize ad groups?

 

• A)  Common themes

 

1. B)  Number of words per keyword
2. C)  Maximum cost-per-click (CPC)

1. D)  Locationting

33)Advertisers on Google search accrue cost in AdWords when:

 

• A)  users click on their ads

 

1. B)  their ads appear on the Google search page
2. C)  the user completes a purchase
3. D)  they register a conversion using Conversion Tracking

34)A primary benefit of location targeting is that advertisers can:

1. 1. A)  choose to target a specific Google domain

 

• B)  target any combination of countries, territories, and regions

 

1. C)  target specific users who have already visited their site
2. D)  choose to only target websites based in a specific region or territory

35)You are managing a campaign where budget is unlimited as long as ROI is positive, but something still limits how much you are able to effectively invest. What is it? Choose the most closely related answer

1. A)  Whether your payment method is credit or debit
2. B)  The number of tracking codes installed on your website
3. C)  The number of websites on the internet
4. D)  The volume of traffic available for the keywords you are targeting

36)What is the impact of poor landing page quality on an ad group?

1. 1. A)  The keywords in the ad group will be paused
   2. B)  The ads in the ad group will be disapproved due to low Quality Score

 

• C)  The keywords in the ad group will have a lower Quality Score.

 

1. D)  The entire campaign will be paused

37)With the Smart Pricing feature in Display, if our data shows that a click from a Google Display Network page is less likely to turn into an actionable business result – such as an online sale, registration, phone call, or newsletter sign-up – we may:

1. 1. A)  Automatically adjust your daily budget to serve less ads on Google Display Network pages.
   2. B)  Use data from the Display Network auction to revise the cost of your Search ads

 

• C)  Automatically reduce your cost-per-click bids on the Google Display Network

 

1. D)  Send notification that your bids should be adjusted

38)Quality Score and Ad Rank are calculated:

1. A)  Every time your ad is eligible to serve on a Display Network page
2. B)  Every time someone does a search that triggers your ad
3. C)  A few times a day, based on your ad scheduling settings
4. D)  Every time you change your CPCs within your account

39)On the Display Network, all keywords are considered broad match only. This means that you do not need to:

1. 1. A)  Include location targeting to narrow the reach of your ads

 

• B)  Include plurals, misspellings, and other variants of your keywords

 

1. C)  Include negative keywords to refine your placement
2. D)  manage your keyword performance at the ad group level

40)Higher Quality Scores typically lead to:

1. 1. A)  higher costs and lower ad positions

 

• B)  lower costs and better ad positions

 

1. C)  less overall impressions
2. D)  faster delivery of daily budget

41)An advertiser wants to increase clickthrough rate (CTR). Which would help to eliminate irrelevant impressions?

1. 1. A)  Assign unique keyword URLs to each keyword
   2. B)  Evaluated the site design for improvements

 

• C)  Add negative keywords to the ad group

 

1. D)  Add more relevant keywords to the ad group

42)Ad groups should be used to:

1. A)  organize your ads by a common theme, such as the types of products or services you want to advertise
2. B)  manage your daily budget according to which keywords are a priority
3. C)  control delivery of your ads so that they appear only to users in a specific geographic location
4. D)  control the specific sites that your ad will be targeted to on the Google Display Network.

43)When setting up an AdWords account, choose your currency and permanent time zone carefully because:

1. A)  time zone and currency will impact ad position
2. B)  these cannot be changed once you have set up your account
3. C)  ads are only served in countries using the same currency as your account
4. D)  by default, ads are only served in the same time zones as indicated in your account

44)Which are required components of an ad group running on the Search Network?

1. 1. A)  Frequency capping, daily budget, ad scheduling
   2. B)  Placements, keywords, network targeting
   3. C)  Default bid, position preference, placements

 

• D)  Text ad, keywords, default bid

 

45)Which is a factor that Google uses to target ads to users based on physical location?

1. 1. A)  Language preferences

 

• B)  Internet Protocol (IP) address

 

1. C)  Operating system
2. D)  Telephone number

46)Someone using the Google Russian search domain (Google.ru) changes the language to English on the “preferences” page. This user may see ads targeted to:

1. 1. A)  English speakers in the United States
   2. B)  Russian speakers in Germany

 

• C)  English speakers in Russia

 

1. D)  Russian speakers in the Czech Republic

47Jims restaurant is launching a new campaign and would like greater exposure on mobile devices to attract users on the go. How can this be done?

1. 1. A)  Create a dedicated campaign for each mobile device targeted
   2. B)  Use the same bids across all devices

 

• C)  Enable a bid adjustment to bid more aggressively on mobile devices

 

1. D)  Enable a bid adjustment to bid less aggressively on mobile devices

48)Which is a benefit of Manager Defined Spend (MDS)?

1. A)  Automatic bidding adjustments for Conversion Optimizer users
2. B)  Control over managed account budgets for My Client Center (MCC) account-users
3. C)  Advanced permissions control for billing preferences in multi-user accounts
4. D)  Payment flexibility for accounts currently on prepay billing

49)

A benefit of My Client Center (MCC) is the:

1. 1. A)  increased Quality Score enjoyed on shared keywords

 

• B)  dashboard that provides summaries of statistics for all client accounts

 

1. C)  ability to link multiple accounts with Google Analytics
2. D)  ability to edit campaign settings across multiple accounts simultaneously

50)Which is a best practice for creating effective ad text?

1. A)  Use a home page for every URL
2. B)  Include prices, promotions, and exclusives
3. C)  Use the same ad text for every ad in the ad group
4. D)  Use multiple exclamation points to grab attention

51)A My Client Center (MCC) account functions primarily as:

1. A)  a separate AdWords account with its own keywords and campaigns
2. B)  a dashboard that allows clients view-only access to AdWords reports
3. C)  an umbrella account that allows for access to individual accounts with a single log-in.
4. D)  a bid management system for AdWords clients managed by resellers and agencies

52)An advertiser creates a new ad group in a campaign that is set to run on all relevant sites across the Google Display Network. If both keywords and placements are added to the ad group, they would work together to:

1. A)  determine the target return on investment (ROI) for a given ad group
2. B)  impact the time of day that the ads are eligible to show
3. C)  restrict the ads to specific sites and show them only when the content of that sites page is relevant to the keywords
4. D)  impact search results and cost-per-click (CPC) on the Google Display Network

53)It is important to identify special offers like “free shipping” before building an AdWords campaign in order to:

1. A)  choose effective CPC bids
2. B)  secure an effective daily budget
3. C)  create compelling ad text
4. D)  choose effective language targeting

54)The Opportunities tab with AdWords can be used to:

1. A)  Create and edit campaigns, ads, keywords, and campaign settings
2. B)  See an overview of how your campaigns are performing
3. C)  Find account reporting tools that will help you manage your daily budget
4. D)  Find keyword, bid, and budget ideas that can help improve your campaign performance

55)A bilingual user searches on Google.com (the Google U.S. domain) and has set Spanish as the preferred Google interface language. In order to target this particular user, which campaign language setting should an advertiser use?

1. A)  Portuguese
2. B)  Spanish
3. C)  Bilingual
4. D)  English

56)Why should you avoid adding duplicate keywords across ad groups?

1. A)  Identical keywords will compete against each other, and because both ads may serve – is are correct
2. C)  Identical keywords are not allowed in AdWords and your ads will t may increase your CPCs
3. B)  None of these optionbe disapproved
4. D)  Identical keywords compete against each other, and the better-performing keyword triggers your ad.

57)Which best describes keyword contextual targeting?

1. 1. A)  Ads are targeted to groups of websites based on their site categories
   2. B)  Themes of selected placements determine related websites where ads will appear
   3. C)  Ads are targeted only to websites related to specific businesses

 

• D)  Themes of keywords are matched to relevant content on websites where ads will appear

 

58)An advertiser adds negative keywords to an ad group within a search campaign. This means that the ad will not show if the negative keywords:

• •            A) also appear in the ad text
    • B)  have low maximum cost-per-click (CPC) bids
    • C)  appear in another campaign within the account

 

• D)  appear in a users search query

 

59)Quality Score on Google search is evaluated

1. 1. A)  every 48 hours

 

• B)  Every time someone does a search that triggers your ad

 

1. C)  none of these answers is correct
2. D)  every 24 hours

60)The main goal of automatic cost-per-click (CPC) bidding is to

 

• A)  generate as many clicks as possible within an advertisers target budget

 

1. B)  achieve the target ad position specified by the advertiser
2. C)  generate as many conversions as possible within an advertisers target budget
3. D)  achieve the target average CPC specified by the advertiser

61)Location extensions can:

1. 1. A)  help show product information in a visual manner within your ad unit
   2. B)  help exclude locations where you do not have available stores.
   3. C)  help reduce your CPC bids depending on the location of a user

 

• D)  help nearby consumers find or call your nearest storefront

 

62)Which can be controlled at the ad-group level of an AdWords account?

1. 1. A)  Daily budget

 

• B)  Placements

 

1. C)  End dates
2. D)  Geographic targeting

63)Which is a benefit of AdWords for search marketing?

1. 1. A)  Increase position in organic search results

 

• B)  Acquire potential qualified customers

 

1. C)  Understand how customers navigate websites
2. D)  Collect contact information automatically from potential customers

64)When a campaign is showing as “Pending” within AdWords, it is:

1. 1. A)  Inactive because it is past its scheduled date
   2. B)  Active, but showing ads only occasionally due to budget constraints
   3. C)  Inactive because your prepaid account balance has run out

 

• D)  Inactive but scheduled to begin at a future date

 

65)Negative keywords can help advertisers refine the targeting of their ads, and potentially increase:

1. 1. A)  the number of relevant Display Network placements
   2. B)  their campaigns daily budget recommendations

 

• C)  the clickthrough rate (CTR) of their ads

 

1. D)  the amount of impressions served

66)If the cost-per-thousand impressions (CPM) option is not available for a campaign, the most likely reason is that the campaign:

1. 1. A)  has used CPM pricing before
   2. B)  is only opted into the Google Display Network
   3. C)  has never used CPM pricing before

 

• D)  is only opted into the Google search and the Search Network

 

67)Which is an example of a consideration an advertiser should make when establishing AdWords advertising goals?

1. 1. A)  Payment options available
   2. B)  Competitors cost-per-clicks (CPCs)
   3. C)  Website load time

 

• D)  Target market

 

68)By monitoring ad campaign performance, an advertiser may obtain the information needed to:

1. 1. A)  create additional AdWords accounts for low-performing keywords
   2. B)  create duplicate ad groups with identical keywords and different ad variations
   3. C)  compare campaign performance to that of individual competitors

 

• D)  determine if campaigns are meeting overall marketing and conversion goals

 

69) What type of bidding method is used to manage image ads on the Google Display Network?

1. 1. A)  CPA
   2. B)  CPM only
   3. C)  CPC only

 

• D)  CPM and/or CPC

 

70) What happens as a result of a search campaign consistently meeting its daily budget?

1. 1. A)  Accelerated ad delivery
   2. B)  Higher average cost-per-clicks (CPCs)
   3. C)  Fewer sites targeted at once

 

• D)  Missed potential ad impressions

 

71) What best describes Enhanced Cost-Per-Click (ECPC)

1. 1. A)  ECPC is a separate bid set for ad groups using the Conversion Optimizer

 

• B)  ECPC is a CPC bidding feature that automatically bids more aggressively in auctions more likely to result in a conversion

 

1. C)  ECPC is a Quality Score boost for advertisers using ad extensions
2. D)  ECPC is the discount applied to your Max CPC to determine actual CPC

72) Grouping similar keywords together in an ad group will:

1. 1. A)  ensure that the ads and keywords in that ad group are approved
   2. B)  allow an advertiser to creae ads relevant to those keywords

 

• C)  keep an advertisers average cost-per-click (CPC) within a narrow range

 

1. D)  allow an advertiser to use only broad match keywords

73) If your ad serving option is set to “optimize” and there are multiple variations of your text ads within the same ad group, AdWords will:

 

• A)  automatically try to show the best performing ad more often

 

1. B)  automatically increase your quality score based on the average CTR of the ad group
2. C)  automatically serve the ad with the highest maximum CPC the most often
3. D)  automatically lower your bids according to your CPA goal

74)You have been targeting the entire United States in your scuba diving equipement ad campaign, but you know that much of the scuba equipment that is sold to customers in Hawaii. What would be the most efficient way to optimize your campaign and measure the impact of an optimization?

1. 1. A)  You add the keywords “Hawaii” to all of your ad groups, so that your ad will stop serving on searches that are not specific to Hawaii
   2. B)  You delete all of the keywords that have not been performing well, and start over with a new set of keywords and campaigns that uses location targeting to show only to users in Hawaii

 

• C)  You create a separate campaign targeting only Hawaii so you can easily see how your campaign performs in that state, and adjust your budget

 

1. D)  You adjust your ad scheduling so that your campaign is only showing during business hours for the time zone that Hawaii is in

75)With social extensions, how are +1s calculated for your ad and Google+ page

1. 1. A)  Any +1 on your ad is displayed as a part of your display campaigns, but has no bearing on our quality score or AdRank
   2. B)  Any +1 on your ad applies to your Google+ Page as well. All +1s from your Google+ Page are also applied to your AdWords ads

 

• C)  Only +1s from your Google+ page are showing in the count that is visible on your ad

 

1. D)  Only +1s from your ads are calculated, your Google+ page is considered a separate campaign

76) Which potential factor does Google use to calculate a search campaigns recommended daily budget?

 

• A)  Impressions

 

1. B)  Conversions
2. C)  Transactions
3. D)  Placements

77) A lower CPA does not necessarily indicate higher profit. Why?

1. 1. A)  A lower CPA may be due to changes in CPC bidding

 

• B)  A lower CPA may also have lower sales volume, reducing overall profit

 

1. C)  A lower CPA may be due to additions in negative keywords
2. D)  A lower CPA may be due to changes in network distribution

78) Which best describes the “Optimize” ad rotation setting in AdWords?

1. 1. A)  The “Optimize” ad rotation setting allows your campaign to show ads more often, which can increase impressions
   2. B)  The “Optimize” ad rotation setting allows your campaign to automatically show the most relevant display URL for each ad

 

• C)  The “Optimize” ad rotation setting allows the AdWords system to automatically show the better performing ads more often

 

1. D)  The “Optimize” ad rotation setting allows two of the ads from the ad group to show to a user on the same page

79) In order for cost-per-click (CPC) ads and cost-per-thousand impressions (CPM) ads to compete with each other in the same auction on the Google Display Network, the AdWords system converts the CPC ads bid to:

1. 1. A)  a CPM
   2. B)  an effective CPM

 

• C)  an effective CPM conversion

 

1. D)  a CPM conversion

80) Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?

1. 1. A)  AdWords budgets can only be set once annually and require a fixed commitment

 

• B)  Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive

 

1. C)  Online campaigns generate clicks, whereas other channels generate exposure
2. D)  Budgets cannot be applied to online campaigns due to constant changes in traffic

81) Your ad is live on Google search, and you want to continue to check it over time to see if it is still running. Why is it advised that you use the AdPreview and Diagnosis took, instead of doing searches to find your ad on Google.com?

1. 1. A)  By performing searches that trigger your ad, you are inflating the amount of predicted impressions on the search keywords, which may impact your organic search ranking

 

• B)  By performing searches that trigger your ad, you will be automatically be charged for the impressions and may use all of your daily budget too quickly

 

1. C)  None of these options are correct
2. D)  By performing searches that trigger your ad, you will rack up impressions without clicks, which can lower your clickthrough rate and prevent your ad from appearing as often as it should

82) You are starting a new campaign with the goals of achieving a positive ROI and extending to all profitable traffic. How can the AdWords average daily budget setting help when starting out?

1. 1. A)  It can help direct traffic to different landing pages to discover which performs best
   2. B)  It can help aim for a desired average position during testing

 

• C)  It can help limit your costs and exposure while profitability is achieved

 

1. D)  It can help limit exposure to only the geographical areas you support

83) When optimizing your campaign, you can get ideas for negative keyword and placement exclusions lists through which AdWords tool?

 

• A)  List suggestor

 

1. B)  Ad experiments
2. C)  Placement performance report
3. D)  Keyword aggregator

84) You are focused on reaching viewers with video content, and are looking to pay only when a user views your ad (CPV model). Which form of AdWords video advertising would be most appropriate?

 

• A)  TrueView video formats

 

1. B)  YouTube homepage ads
2. C)  Click-to-Play video ad formats
3. D)  CPM Video ad formats

85) How often does the AdWords system run an auction to decide which ads to show on the Google search page

 

• A)  Every time a user enters a search query

 

1. B)  Once every 24 hours for a given keyword
2. C)  Every time a new advertiser adds a keyword to an account
3. D)  Once every two hours for a given keyword

86) Which is one characteristic of the “Accelerated” delivery method?

1. 1. A)  Ads are shown above the search results as well as to the right of the search results
   2. B)  Ads are shown when users search on relevant variations of keywords in the campaign
   3. C)  Ads are only shown when there is a higher likelihood that users will click on them

 

• D)  Ads are shown as frequently as possible until the budget is exhausted

 

87) If you have set a maximum CPC bid of $1 for your ads, and if the next most competitive bid is only $0.50 for the same ad position, what is the maximum CPC you would need to pay to show your ad – assuming your ad is similar in all other aspects?

1. 1. A)  1.01
   2. B)  0.5

 

• C)  0.51

 

1. D)  1

88) Which is a benefit of search advertising with Google AdWords?

1. A)  Ability to pay for specific placement in top ad positions
2. B)  Extended reach to search partners
3. C)  Better position in natural search results
4. D)  Ability to view competitors bids for keywords

89)An advertiser creates a new search campaign with the goal of driving traffic to a new website. The advertiser wants to spend very little time setting and managing individual keyword bids. Which is the best bidding option for this advertiser?

1. 1. A)  Cost-per-thousand impressions (CPM)

 

• B)  Automatic cost-per-click (CPC)

 

1. C)  Manual cost-per-click (CPC)
2. D)  Cost-per-Acquisition (CPA)

90) Amy, a new account manager at Bobs agency, will be working with three specific accounts underneath a My Client Center (MCC) account. Which is the best way for Bob to limit her access to only those accounts?

1. 1. A)  Combine the campaigns from each account into a single AdWords account. Grant Amy access to that single account so she can manage all campaigns from one place.

 

• B)  Invite Amy as a read-only user on the MCC level, so she can view reports for the accounts she needs to see

 

1. C)  Create a new MCC account linked to the original MCC account, and then move the three accounts into that MCC. Grant Amy access ot that sub-MCC only.
2. D)  Set up a direct login emails to each of the three accounts, so Amy will log in to each account individually without gaining access to the other accounts linked to the MCC

91) Data shows the audience for a client’s running shoe store is women ages 35 to 50. How can you optimize this client’s Display Network campaign based on your research?

1. 1. A)  Use frequency capping to limit thenumber of times men ages 40 to 65 see your client’s ads
   2. B)  Increase cost-per-click (CPC) bids and experiment with variations of ad text that includes running tips

 

• C)  Add demographic and age targeting to show ads to people in this audience

 

1. D)  Set up a remarketing list to show ads to women who have previously visited your client’s website

92) Your client wants to increase the number of people visiting his website. When analyzing the data for his Search campaign, which metric do you most want to improve?

 

• A)  Clickthrough rate (CTR)

 

1. B)  Converted clicks
2. C)  Impressions
3. D)  Conversion rate

93) When setting up a Search Network campaign for a client, you want to maximize the number of clicks her ads can get. Which bidding strategy should you use to achieve this goal?

1. 1. A)  Cost-per-thousand impressions (CPM)
   2. B)  Cost-per-acquisition (CPA)

 

• C)  Automatic cost-per-click (CPC)

 

1. D)  Manual cost-per-click (CPC)

94) Your client wants to improve her ad position. What would you recommend?

 

• A)  Improve the ad quality and increase bid amount

 

1. B)  Add more keywords and increase daily budget
2. C)  Improve Quality Score and decrease bid amount
3. D)  Make the ad headline longer and more descriptive

95) Which client would you advise to advertise on the Google Search Network?

1. 1. A)  Jim, who wants to reach people on social networks interested in poetry
   2. B)  Suzy, who wants to reach people browsing travel websites about China

 

• C)  Bill, who wants to reach people looking for plumbing services

 

1. D)  Carol, who wants to reach people watching YouTube videos

96) When reviewing the Search terms report for one of your client’s campaigns, you notice several terms that aren’t relevant to what they’re advertising. How can you use this information when refining the campaign’s keywords?

1. 1. A)  Add the terms as exact match keywords
   2. B)  Add the terms as phrase match keywords

 

• C)  Add the terms as negative keywords

 

1. D)  Add the terms as keywords

97) An e–commerce client wants her campaign to be more profitable. After calculating this client’s total profits from AdWords, what can you do to start maximizing results for profit?

 

• A)  Test different cost-per-click (CPC) bids

 

1. B)  Test only one version of your ad text
2. C)  Lower the cost-per-click (CPC) bids and increase the budget
3. D)  Delete keywords that are generating the most clicks

98) Data for your client shows that more estimated total conversions are coming from mobile devices versus computers and tablets. How can you use this data to optimize your client’s bidding strategy?

1. 1. A)  Use target search page location to help get your client’s ads to the top of mobile search page results

 

• B)  Set a mobile bid adjustment to increase bids for searches on mobile devices

 

1. C)  Set a mobile bid adjustment to decrease bids for searches on computers and tablets
2. D)  Use enhanced cost-per-click (ECPC) to increase bids that are likely to result in conversions from mobile devices

99) Belinda’s boutique just started carrying 3 new designer labels. She wants to show an image ad announcing the new collections to people who are browsing websites about designer clothing. Which campaign type is a good fit?

 

• A)  “Display Network only – All features”

 

1. B)  “Shopping”
2. C)  “Search Network only – All features”
3. D)  “Search Network only – Standard”

100) Which of these metrics is especially important to clients who are running a branding campaign?

1. 1. A)  Clickthrough rate (CTR)
   2. B)  Average cost-per-click (avg. CPC)

 

• C)  Impressions

 

1. D)  Phone call conversions

101) On the Google Display Network, your ad is eligible to show on a webpage if your:

 

• A)  keywords match that webpage’s content

 

1. B)  ad text matches that webpage’s content
2. C)  landing page matches that webpage’s content
3. D)  website matches that webpage’s content

102) When reviewing your client’s Search Network campaign, you notice that the ads in one of the ad groups have a low average position. Which flexible bid strategy should you use to help improve the position of these ads?

1. 1. A)  Maximize clicks
   2. B)  Enhance cost-per-click (CPC)
   3. C)  Target return on ad spend (ROAS)

 

• D)  Target search page location

 

103) Keyword Planner can help you build a new Search Network campaign by:

1. 1. A)  organizing potential placements into ad groups
   2. B)  suggesting landing pages for your ads

 

• C)  multiplying keyword lists together

 

1. D)  creating new ads based on your keywords

104) Nadia manages a local gym and is running an ad to drive more free trial memberships. What could she include in her ad text?

1. 1. A)  A prominent headline like “TRIAL MEMBERSHIPS AVAILABLE”
   2. B)  A call-to-action like “Visit our gym now”
   3. C)  Add a promotion like “20% off fitness classes”

 

• D)  Add a call-to-action like “Sign up for a free trial”

 

105)If you want to direct people to specific pages on your website from your ad, you can create an ad that uses:

1. A)  sitelink extensions
2. B)  previous visit extensions
3. C)  callout extensions
4. D)  location extensions

106)A standard AdWords text ad is made up of:

1. 1. A)  a display URL and description text
   2. B)  a headline, image, and description text
   3. C)  a headline and description text

 

• D)  a headline, a display URL, and description text

 

107)Research for a client who owns used car dealerships shows that people who visit his website also visit certain popular car blogs. Which targeting method would you use to reach these people?

1. 1. A)  Remarketing
   2. B)  Keywords
   3. C)  Topics

 

• D)  Placements

 

108)An advertiser looking to drive conversions is using manual cost–per–click (CPC) bidding. Which factor should be most important for this advertiser when deciding keyword bids?

 

• A)  The profit dervied from a paid click

 

1. B)  The bids of the next closest advertiser
2. C)  The average profit per conversion
3. D)  The Quality Score of the keyword

109)Every time your ad is eligible to show, AdWords calculates its Ad Rank using your bid amount, components of Quality Score, and:

1. 1. A)  the daily budget you’ve set
   2. B)  your historical conversion rate

 

• C)  the expected impact of extensions and other ad formats

 

1. D)  the search ranking of your website

110)Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices?

 

• A)  Mobile bid adjustments

 

1. B)  Target return on ad spend (ROAS)
2. C)  Target search page location flexible bidding strategy
3. D)  Cost-per-acquisition (CPA)

111)How can you see if people are searching for your client’s services during the early morning and evening hours?

1. 1. A)  Monitor reach and frequency data
   2. B)  Run a keyword diagnosis

 

• C)  Segment performance statistics by time

 

1. D)  Run a search terms report

112)You signed 3 new clients, each with an existing AdWords account. What’s the best way to manage these accounts?

1. 1. A)  Pause your clients’ campaigns and recreate them in your manager acccount
   2. B)  Use your clients’ sign-in information to access and manage the accounts

 

• C)  Link the client accounts to your My Client Center (MCC) manager account

 

1. D)  Consolidate the 3 accounts into a new AdWords account you create

113)Tom wants to promote his windshield repair company’s emergency service by reaching people right when they’re searching for help. Which campaign type is a good fit?

1. 1. A)  “Search Network with Display Select”
   2. B)  “Shopping”

 

• C)  “Search Network only”

 

1. D)  “Display Network only”

114)When creating text ads to advertise a client’s small chain of Italian restaurants, what should you include in the ad text to make it compelling to potential customers?

 

• A)  Include call-to-actions, such as “Find the nearest location”

 

1. B)  Information about Italian food in the description
2. C)  Use the same headline and description as other advertisers
3. D)  An exclamation point in the display URL

115)You would advise a client that’s launching a new product line to advertise on the Google Display Network because she can:

 

• A)  reach people who are interested in similar products

 

1. B)  use text ads that encourage people to call her business
2. C)  use text ads that encourage people to visit her website
3. D)  reach people who are searching for her products

116)An advertiser has decided that they want to spend $608 per month for their campaign. How would you recommend they set their budget in their AdWords account?

 

• A)  Set a daily budget of $20 for the advertiser’s campaign

 

1. B)  Set a bid of $20 per ad group
2. C)  Set a daily budget of $20 for the advertiser’s account
3. D)  Set a bid of $20 for the advertiser’s campaign

117) Which client would you advise to use radius targeting?

1. 1. A)  Luis, whose e-commerce business delivers nationwide

 

• B)  Denise, whose service can reach customers within 30 miles

 

1. C)  Christopher, who wants to promote his new product in select cities
2. D)  Mabel, who wants to exclude her ads from certain cities

118)What does “converted clicks” measure?

1. 1. A)  The total number of clicks within your chosen conversion window
   2. B)  The total number of conversions divided by the total number of clicks

 

• C)  The total number of clicks that led to a conversion

 

1. D)  The percentage of clicks that led to a conversion

119)Mimi wants to reach people searching for baked goods, but only wants her ads to show during the hours she’s open for business. Which campaign type is a good fit?

1. 1. A)  “Display Network only – All features”
   2. B)  “Search Network with Display Select – All features”
   3. C)  “Display Network only – Remarketing”

 

• D)  “Search Network only – All features”

 

120)Your ad can show to a user when your targeted language matches:

1. 1. A)  a user’s browser setting

 

• B)  a user’s Google interface language setting

 

1. C)  the language of websites a user visits most often
2. D)  a user’s operating system language

121)What is the recommended next step if you noticed from the Search terms report that certain terms are leading to a high number of clicks on your ads?

1. 1. A)  Add search terms that are not leading to many clicks as negative keywords
   2. B)  Add sitelinks to your ads to make them even more prominent
   3. C)  Make sure all of these search terms are included as keywords, regardless of relevance

 

• D)  Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords

 

122)Which strategy should Giorgio use to increase the number of relevant clicks from his Search Network campaign?

1. 1. A)  Broaden his keyword list for ads with the lowest clickthrough rate (CTR)
   2. B)  Add new relevant keywords and remove keywords with low clickthrough rate (CTR)
   3. C)  Increase bids for ads with the lowest average position and clickthrough rate (CTR)

 

• D)  Increase bids on relevant keywords with low clicks and clickthrough rate (CTR)

 

123)When setting up a campaign, you can use Display Planner to get an idea of the budget and bids you should set based on your:

1. 1. A)  traffic estimates for placement ideas
   2. B)  historical conversion rate estimates for your keyword and placement ideas

 

• C)  historical cost-per-click (CPC) estimates for your keyword and placement ideas

 

1. D)  traffic estimates for your keyword ideas

124)You can win a higher ad position in the auction with a lower cost-per-click (CPC) bid by:

1. 1. A)  creating ads that include terms or phrases people are searching for
   2. B)  creating relevant ads and keywords, but not using ad extensions
   3. C)  creating ads that link to a generic landing page

 

• D)  creating relevant keywords and ads, and using ad extensions

 

125)Donna sells t–shirts featuring vintage album covers. She wants people searching for unusual t–shirts to find her website, but she also thinks people interested in music might make a purchase. What campaign type would you recommend?

1. 1. A)  “Display Network only – All features”
   2. B)  “Display Network only – Remarketing”

 

• C)  “Search Network with Display Select – All features”

 

1. D)  “Search Network only – All features”

126)How do cost–per–click (CPC) ads compete with cost–per–thousand impressions (CPM) ads on the Google Display Network?

1. 1. A)  CPC bids are effectively coverted to CPM bids

 

• B)  CPM bids are effectively coverted to CPC bids

 

1. C)  Ads using CPC bids are not allowed to compete on the Display Network
2. D)  CPC and CPM bids only compete against bids of the same type

127)Google Analytics can help you learn more about the behavior of your client’s customers because it shows you how:

1. 1. A)  they perceive her products
   2. B)  likely they are to become a regular customer

 

• C)  they interact with her website

 

1. D)  likely they are to click her ads

128)Which of the following items is not a component of Quality Score?

1. 1. A)  Landing page experience

 

• B)  Maximum cost-per-click (max. CPC) bid

 

1. C)  Ad relevance
2. D)  Expected clickthrough rate (CTR)

129)Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don’t live in France. What would be an effective way to target this client’s customers?

1. 1. A)  Create a campaign with ads and keywords written in French

 

• B)  Create a campaign targeting Paris and languages other than French

 

1. C)  Create a campaign targeting French and regions other than Paris
2. D)  Create a keyword list with the exact match keyword “Paris” and negative keyword “France”

130)Your client’s campaign is consistently meeting its average daily budget. What should you do to maximize your client’s budget throughout all hours of the day?

1. 1. A)  Increase the maximum cost-per-click (CPC) bid

 

• B)  Change the ad delivery method from “Accelerated” to “Standard”

 

1. C)  Lower the daily budget amount
2. D)  Pause the campaign to stop showing ads and accruing costs

131)A client that owns a fine–dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones. How should you optimize this client’s campaign to help achieve their goal?

1. 1. A)  Include a phone number in the client’s ad’s headlines and monitor performance with the mobile clicks-to-call segment
   2. B)  Include a phone number in the client’s ad’s headline and monitor performance with the top vs. other segment
   3. C)  Add call extensions to the client’s ads and monitor performance with the top vs. other segment

 

• D)  Add call extensions to the client’s ads and monitor performance with the mobile clicks–to–call segment

 

132)In order to appeal to customers on mobile devices, it’s important to:

1. 1. A)  Send users to a video-based landing page

 

• B)  Send users to a mobile-friendly landing page

 

1. C)  Avoid using ad extensions
2. D)  include your phone number as your display URL

133)Cliff just started working with a client who has a very disorganized AdWords account. What’s an  effective way for him to begin restructuring his client’s account?

1. 1. A)  Create multiple campaigns, each with a set of related keywords

 

• B)  Create campaigns based on the structure of his client’s website

 

1. C)  Create one campaign with a broad selection of keywords
2. D)  Create one campaign for all the products his client offers

134)When choosing a maximum cost–per–click (max. CPC) bid, you should consider the amount that you make from a purchase because you want to set a bid amount that’s:

 

• A)  based on how much your product is worth

 

1. B)  50% of how much your product is worth
2. C)  the same amount as the profit generated by your product
3. D)  the same amount as the revenue generated by your product

135)You would choose to advertise on the Google Search Network if you wanted to:

1. 1. A)  reach customers browsing websites related to your business

 

• B)  reach customers while they’re searching for your products or services

 

1. C)  choose the types of websites where you want your ads tos how
2. D)  choose from a range of ad formats, like video and image ads

136)An advertiser should group their campaigns by:

 

• A)  type of product or service

 

1. B)  number of keywords
2. C)  maximum cost-per-click (CPC) bids
3. D)  number of ad groups per campaign

137)A client who owns an online running shoe store wants to drive sales of a particular model of women’s running shoes. What keywords should you include in this client’s keyword list to help achieve their goal?

1. 1. A)  Specific terms about the benefits of running

 

• B)  Specific terms about the shoe brand and model your client is selling

 

1. C)  Generic terms about running and running shoes
2. D)  Generic terms about different types of women’s shoes

138) Laura runs an online store with a large inventory of children’s toys and games. Which ad format would you use for Laura’s campaign to reach people interested in purchasing children’s games?

1. 1. A)  App promotion ads

 

• B)  Product Listing Ads

 

1. C)  Image ads
2. D)  Sitelink extensions

139) When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords?

1. 1. A)  AdWords only shows an ad for keywords with proper spelling and plural forms
   2. B)  Your keyword list would be disapproved based on Google’s advertising policies

 

• C)  AdWords can automatically include these variations for you

 

1. D)  Broad match includes the exact words and phrases a user searches for

140) Your client noticed last month that his ad often showed up beside another advertiser’s ad for the same search terms. How can you help your client understand how he is performing compared to other advertisers?

 

• A)  Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers

 

1. B)  Use the top movers report which campaigns have seen the biggest change in clicks since last month
2. C)  Use the paid & organic report to show when his website appears in organic search, with no associated ads
3. D)  Use the Search term report to show which search terms lead to the most clicks on his ads

141) What’s the easiest way to evaluate if one version of your landing page performs better than another for the same ad?

1. 1. A)  Replace the existing landing page with the new one and compare this month’s data to last month’s

 

• B)  Run a Campaign Experiment on the existing campaign that switches between both landing pages

 

1. C)  Create another ad group for the new landing page and compare the two ad groups
2. D)  Create another campaign for the new landing page and compare the two campaigns

142) Which is a benefit of advertising online with Google AdWords?

 

• A)  Advertisers can choose how much they spend and only pay when someone clicks their ad

 

1. B)  Advertisers can choose how many times their ad should show during the day
2. C)  Advertisers pay the same amount every time someone clicks their ad
3. D)  Advertisers can pay to always show their ad above the organic search results

143) A client wants to promote her new mobile app by showing her ads in other mobile apps. How can AdWords help accomplish her goal?

1. 1. A)  Google’s Search Network will help her target people who are more likely to download her app
   2. B)  She can use keywords like “mobile app” to target people who are more likely to download her app

 

• C)  Google’s Display Network includes many mobile apps where she could show her ad

 

1. D)  She can use mobile app extensions to reach users in apps

144) You sell video games and want people who play mobile gaming apps to know about your store. What’s one benefit of promoting your products with a mobile apps campaign on the Display Network?

1. 1. A)  It lets people who see your ad get directions to your store on Google Maps

 

• B)  It allows you to show your ad on app categories that you choose

 

1. C)  It encourages people using mobile devices to install your app
2. D)  It directs people to your online store to purchase your products

145)

Julian wants to reach potential customers based on the type of device they’re using, but he doesn’t know how his campaign performs on different devices. How can Julian find meaningful data that will help him decide which devices to target?

1. 1. A)  Create multiple ad groups that target different devices, and monitor the results
   2. B)  Set up an experiment to test which device he should target
   3. C)  Create multiple campaigns that target different devices, and monitor the results

 

• D)  Segment his campaign statistics table by device

 

146) While teaching a new account manager how to build a Search campaign, you tell her that she should group similar keywords together in an ad group because it will allow her to:

1. A)  create a different ad for each keyword
2. B)  create multiple ads for each keyword
3. C)  only create one ad that’s relevant to all keywords
4. D)  create ads that are relevant to all keywords

147) When building a keyword list for a Display Network campaign, you should do which of the following:

1. A)  Use Display Campaign Optimizer to identify new keywords
2. B)  Only include exact match keywords
3. C)  Only use Keyword Planner to identify new keywords
4. D)  Include keywords that are related to the websites your customers visit

148) If you’d like your ads to show on certain sites across the Internet, you can add these websites as:

1. A)  Placements
2. B)  Audiences
3. C)  Keywords
4. D)  Topics

149)

You would choose to advertise on the Google Display Network if you wanted to:

1. A)  show ads to people on non-Google search sites
2. B)  show ads on Google Maps
3. C)  show ads on websites related to your business
4. D)  show ads on Google Shopping

150)

Your client noticed that his ad was disapproved for editorial reasons. Why is it important for him to understand and abide by Google’s advertising policies?

1. A)  AdWords policies can help web user distinguish between ads and search results
2. B)  AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users
3. C)  AdWords policies can keep disapproved ads and websites out of organic search results
4. D)  AdWords policies can help keep ad costs low and affordable for advertisers

151)

Your ad can show on the Google Search Network when someone searches for terms that are similar to your:

1. A)  Keywords
2. B)  Placements
3. C)  Website
4. D)  Ad text

152)

You can use Keyword Planner to identify:

1. A)  the number of negative keywords you should add
2. B)  the amount of traffic potential keywords you might get
3. C)  which text ads are performing best based on your keywords
4. D)  webpages where your ad can appear based on your keywords

153)

Anne–Marie’s business goal is to generate online sales of her handmade purses. Her AdWords costs are $100 per week and she wants to know if her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (ROI)?

1. A)  Number of clicks on her ads and costs to produce her purses
2. B)  How many times her ads have been viewed and clicked on
3. C)  Number of clicks on her ads and revenue they generated
4. D)  Costs to produce her purses and revenue generated from her ads

154)

You can use Display Planner to:

1. A)  see how other advertisers perform on websites where you want your ad to appear
2. B)  compare how your current Display Network campaign could perform on websites you’d like to target
3. C)  see ways to reach your target audience based on your keywords, website, or interest categories
4. D)  see which image and text ads are performing best on the specific websites you’re targeting

155) You can use audience targeting to show your ads to:

1. 1. A)  specific websites, based on specific interests
   2. B)  groups of websites, based on specific interests

 

• C)  specific groups of people, based on their interests

 

1. D)  specific groups of people, based on their location

156)When someone clicks your ad, the actual amount you’re charged will be:

1. 1. A)  The minimum needed to hold your ad position or 50% of your maximum cost-per-click (max. CPC) bid, whichever is greater
   2. B)  The minimum needed to hold your ad position but never less than 50% of your maximum cost-per-click (max. CPC) bid, whichever is greater
   3. C)  The minimum needed to hold your ad position but never more than 120% of your maximum cost-per-click (max. CPC) bid, whichever is greater

 

• D)  The minimum needed to hold your ad position, under the maximum cost-per-click (max. CPC) limit

 

157) What’s one of the main benefits of using ad extensions?

1. 1. A)  Extensions increase your reach by showing your ad on more advertising networks
   2. B)  Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent

 

• C)  Extensions provide additional information to make your ads more relevant to customers

 

1. D)  Extensions are automated so you don’t have to create your ads

158) Conversion Tracking helps you improve the return on investment (ROI) from your online advertising because it:

1. 1. A)  measures trends relating to the search terms people have used before seeing your ad
   2. B)  focuses on getting customers to complete an online purchase

 

• C)  shows you which ads lead to customer actions that have value for your business

 

1. D)  automatically gives you personal details about the people who convert

159) Which ad extension would you use for an advertiser who has a chain of restaurants?

1. 1. A)  Seller ratings

 

• B)  Location extensions

 

1. C)  Sitelink extensions
2. D)  Previous visits extensions

160) Conversion Optimizer can help drive conversions by using your conversion history and:

 

• A)  cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely

 

1. B)  cost-per-click (CPC) goals to show the optimal ad when a conversion is more likely
2. C)  cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely
3. D)  cost-per-click (CPC) goals to raise your bid when a conversion is more likely

161) Your new client’s AdWords account has one campaign with one ad group that contains a list of hundreds of keywords. Which best practice should you follow when re–organizing this client’s keywords?

1. 1. A)  Create new ad groups with several keyword match types

 

• B)  Create new ad groups with related keywords grouped together

 

1. C)  Remove half of the keywords from the ad group
2. D)  Create one ad group for every five keywords

162) Caleb owns a music store and is creating an ad group for musical instrument rentals. What would be the most appropriate landing page for his ad?

 

• A)  A page with information on instrument rentals and a contact form

 

1. B)  His homepage, with links to instrument sales, rentals, and music lessons
2. C)  A page with information on music lessons and a contact form
3. D)  A page with a wide selection of instruments for sale

163) Using the paid & organic report for her travel website, Karen noticed a relatively high organic clicks/query rate for the search query “Hawaii vacations.” What does this mean?

1. A)  Karen’s ads often show below her organic results for the search query
2. B)  People who see Karen’s site in relevant organic search results often click through to her site
3. C)  Karen’s ads don’t often show for the search query
4. D)  Karen’s average organic position is higher than other advertisers’, but her average ad position is lower than other advertisers’

164) Which statistic indicates how often a click has led to a conversion?

1. 1. A)  Cost-per-conversion
   2. B)  Clickthrough rate (CTR)

 

• C)  Conversion rate

 

1. D)  Converted clicks

165) Each campaign in your AdWords account should have a single:

1. 1. A)  maximum cost-per-click (max. CPC) bid
   2. B)  landing page

 

• C)  business goal

 

1. D)  ad group

166) What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand?

1. 1. A)  Increase the daily budget and add text ads with clear call-to-actions like “Buy now”
   2. B)  Use a balanced combination of broad-, exact-, and phrase-matched keywords

 

• C)  Add display ads and affinity audiences targeting people interested in green living and beauty

 

1. D)  Target large metropolitan areas where people are more likely to encounter her product

167) Your client’s campaign is getting a lot of clicks, but the conversion rate is low. Which approach could help improve your client’s conversion rate?

1. A)  Make sure the landing page is closely related to the ad
2. B)  Increase the average daily budget for the campaign
3. C)  Broaden the list of keywords to reach more potential customers
4. D)  Increase the cost-per-click (CPC) bid for low-performing keywords

 

168)What is the benefit of having multiple ads in an ad group?

1. 1. A)  AdWords will automatically match each ad to the keywords it’s most relevant to
   2. B)  Ads are only eligible to show ad extensions if there are more than one ad in that group
   3. C)  Ads are only eligible to show at the top of the page if there are more than one ad in that ad group

 

• D)  AdWords will automatically rotate your ads and show the best performing ones more often

 

169) Clyde wants to raise the profile of his dance school. A “Display Network only” campaign can help him:

1. 1. A)  show ads when someone searches for dance classes
   2. B)  match his ad text to what people are searching
   3. C)  pick the most popular keywords for his campaign

 

• D)  show ads on dance websites and YouTube videos

 

170) Why should you link your client’s AdWords account to Google’s Webmaster Tools?

1. 1. A)  See how your ads performed when triggered by actual searches
   2. B)  See how often your ads rank higher in search results than those of other advertisers

 

• C)  See if people reach your client’s website via ads or organic search results

 

1. D)  See which campaigns have the biggest changes in clicks, costs, and conversions

171) Your client gets more conversions from ads that appear to people in Tokyo. What actions should you take to try and increase the number of conversions for this client?

 

• A)  Use a location bid adjustment to increase bids for customers in Tokyo

 

1. B)  Create a separate ad group to target ads and bids for Tokyo
2. C)  Use the user location view to understand if people who click your ads are located in Tokyo
3. D)  Refine where your ads show by adding the keyword “Tokyo”

172) Which bidding strategy should Sara use if her goal is to get more people to call her local catering business?

1. 1. A)  Cost-per-view (CPV)
   2. B)  Cost-per-thousand-impressions (CPM)
   3. C)  Cost-per-click (CPC)

 

• D)  Cost–per–acquisition (CPA)

 

173)

Your client wants to show ads to people who’ve visited her website before. Which AdWords feature would you recommend she use?

1. 1. A)  Dynamic Search Ads
   2. B)  Ecommerce tracking

 

• C)  Remarketing

 

1. D)  Conversion tracking

174)

Blake is focused on branding and is more interested in his ads being viewed than in generating clicks. Which of these features would not be a good fit for him?

1. A)  Reach and frequency data
2. B)  Cost-per-thousand-impressions (CPM) bidding
3. C)  Call extensions
4. D)  Placement targeting

175)

What’s a reason to use the “Search Network with Display Select” campaign type?

1. A)  Your ads only show on the first page search results
2. B)  You can pick the exact websites where you want your ad to show
3. C)  You can use one budget to advertise on the Search Network and Display Network
4. D)  Your video ads can run on the Search Network

176)

Tony travels frequently. He needs to be able to make changes to his AdWords account while he’s offline, so he downloads AdWords Editor. Using AdWords Editor, Tony can do all of the following except:

1. A)  Undo and redo multiple changes while editing his campaigns
2. B)  Refresh data to reflect the lastest statistics on his cost-per-click (CPC) campaign
3. C)  Mange, edit, and view multiple accounts at the same time
4. D)  Copy or move items between ad groups and campaigns

177)

When people search for your client’s watch repair business, they use very specific terms like “vintage watch repairs”. To show your ads for these searches, you’ll want to use:

1. A)  Negative match keywords
2. B)  Broad match keywords
3. C)  Exact match keywords
4. D)  Phrase match keywords

178) One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the AdWords system works?

1. A)  AdWords automatically increases the maximum cost-per-click (CPC) bid to show an ad higher in Google search results
2. B)  Due to changes in traffic, AdWords allows up to 20% more impressions in a day than the budget specifies
3. C)  To show an ad more often, AdWords charges more than the average daily budget amount multipled by 30.4
4. D)  Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4

179) You want to generate leads with your AdWords campaign by encouraging people to fill out an interest form on your website. What do you need to know to measure return on investment (ROI) for this campaign?

 

• A)  How much you’ve spent on the campaign compared to the value of leads generated

 

1. B)  You can’t calculate return on investment for campaigns that are focused on online leads
2. C)  The percentage of budget spent compared to how many forms were completed
3. D)  The number of clicks your ad received divided by the number of times it showed

180) Which is a benefit of advertising online?

 

• A)  Reach people who are likely interested in what you’re advertising

 

1. B)  Automatically collect information about potential customers
2. C)  Increase your position in organic search results
3. D)  Make money by showing ads on your website

181 It is beneficial to create multiple ad groups in order to:

1. 1. A)  You can set different budgets for each ad group
   2. B)  You can target specific ad groups into various Google networks

 

• C)  You can break up keywords and ads into related themes

 

1. D)  You can pause specific keywords if they’re not performing well

182) An advertiser wants to increase the Quality Score of a low–performing keyword. Which approach would you recommend?

1. A)  Delete the keyword and use Keyword Planner to find more relevant keywords
2. B)  Delete the keyword and add a synonym of the keyword to the campaign
3. C)  Set an ad group bid adjustment of +20% for that keyword
4. D)  Modify the ad associated with that keyword to direct to a highly-relevant landing page

183) Higher Quality Scores typically result in:

1. 1. A)  lower costs only
   2. B)  better ad positions only

 

• C)  lower costs and better ad positions

 

1. D)  higher costs and better ad positions

184) What happens when a campaign consistently meets its average daily budget?

1. 1. A)  Average cost-per-click (CPC) bids will be lowered
   2. B)  Your budget is automatically adjusted

 

• C)  Ads in that campaign will show less often that they could

 

1. D)  Ads in that campaign will stop showing for the rest of the billing cycle

185) What’s one benefit of creating multiple ad groups?

1. 1. A)  You can set different budgets for each ad group?

 

• B)  You can break up keywords and ads into related themes

 

1. C)  You can target specified ad groups into various Google networks
2. D)  You can pause specific keywords if they’re not performing well

186) What’s a benefit of having multiple ads in an ad group?

1. A)  Ads are only eligible to show at the top of the page if there are more than one ad in that ad group
2. B)  Ads are only eligible to show ad extensions if there are more than one ad in that ad group
3. C)  AdWords will automatically match each ad to the keywords it’s most relevant to
4. D)  AdWords will automatically rotate your ads and show the best performing ones more often

187) Data shows that the audience for a client’s running shoe store is women ages 35 to 50. How can you optimize this client’s Display Network campaign based on your research?

1. 1. A)  Set up a remarketing list to show ads to women who have previously visited your client’s website
   2. B)  Increase cost-per-click (CPC) bids and experiment with variations of ad text that includes running tips
   3. C)  Use frequency capping to limit the number of times men ages 40 to 65 see your client’s ads

 

• D)  Add demographic and age targeting to show ads to people in this audience

 

188)

All other things being equal, if you’ve set a maximum cost–per–click (max. CPC) bid of $1.00 for your ads, and if the next most competitive bid is $0.50 for the same ad position, what is the actual amount you’d pay for that click?

 

• A)  $0.51

 

1. B)  $1
2. C)  $1.01
3. D)  $0.5

189) Negative keywords can help advertisers refine the targeting of their ads by:

1. A)  reducing their campaign’s daily budget recommendations
2. B)  raising the average position of their ads
3. C)  increasing the number of relevant Display Network placements
4. D)  reducing the number of irrelevant clicks

190) Your client is interested in switching from TV, print, and radio advertising. What are the return on investment (ROI) benefits of online advertising campaigns over traditional media advertising?

1. 1. A)  Online advertising is always less expensive than traditional media
   2. B)  Traditional media generates exposure, but online advertising campaigns can guarantee sales
   3. C)  Traditional media typically requires a predetermined quarterly budget, but online advertising usually lets you set your budget once a month at a fixed amount

 

• D)  Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data

 

191) What is the recommended next step if you noticed from the Search terms report that certain search terms are leading to a high number of clicks on your ads?

1. 1. A)  Add search terms that are not leading to many clicks as negative keywords
   2. B)  Add sitelinks to your ads to make them even more prominent
   3. C)  Make sure all of these search terms are included as keywords, regardless of relevance

 

• D)  Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords

 

192) Target CPA bidding can help drive conversions by using your conversion history and:

 

• A)  cost-per-click (CPC) goals to raise your bid when a conversion is more likely

 

1. B)  cost–per–acquisition (CPA) goals to raise your bid when a conversion is more likely
2. C)  cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely
3. D)  cost-per-click (CPC) goals to show the optimal ad when a conversion is more likely

You can win a higher ad position in the auction with a lower cost–per–click (CPC) bid by:

All of the listed answers

creating high-quality ads an landing pages

creating ads that link to a generic landing page

creating ads that include terms or phrases people are searching for

Laura runs an online store with a large inventory of children’s toys and games. Which ad format would you use for Laura’s campaign to reach people interested in purchasing children’s games?

1. A) App promotion ads
2. B) Shopping ads
3. C) Image ads
4. D) Sitelink extensions