Google Display Exam Questions and Answers

 

What’s something you can do in Ad gallery to enhance a dynamic display ad?

• Add a flashing border
• Upload your own call-to-action button
• Make the call-to-action button blink
• Customize your logo and colors

The correct Answer is:

• Customize your logo and colors

Remarketing is targeting ads to people who’ve already visited:

• multiple websites on the Display Network
• your website after they’ve searched on Google
• competitors’ websites multiple times
• your website as they browse websites and use apps on the Display Network

The correct Answer is:

• your website as they browse websites and use apps on the Display Network

Explanation: Remarketing lets you show ads to people who have visited your website or used your mobile app before. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads as they browse the web, as they use mobile apps, or as they search on Google.

 

An advertiser who sells coffee beans has added the keyword ‘Java’ to an ad group. After two weeks, she runs a Placement Performance Report and notices that the ad is showing up on websites about JavaScript programming. What should the she do to avoid appearing on these irrelevant sites?

• Add negative keywords like “programming” or “Javascript”
• Add the negative keyword ‘Java’ to the ad group so that the ad will stop appearing on JavaScript sites
• Refine the ad text of the ad so that it is clear that the advertiser is only selling Java coffee
• Only exclude the irrelevant sites that do not directly mention Java coffee that are appearing in the Placement Performance Report

The correct Answer is:

• Add negative keywords like “programming” or “Javascript”

2-A. An advertiser who sells coffee beans has added the keyword ‘Java’ to an ad group. After two weeks, she runs a Placement Performance Report and notices that the ad is showing up on websites about JavaScript programming. What should the she do to avoid appearing on these irrelevant sites?

• Add “Java Beans” as a negative keyword
• Add “Coffee Beans” as a topic
• Make it obvious in the ad copy that “java” refers to coffee, not javaScript
• Exclude “Programming” as a topic

The correct Answer is:

• Add “Java Beans” as a negative keyword

Explanation: A type of keyword that prevents your ad from being triggered by a certain word or phrase. It tells Google not to show your ad to anyone who is searching for that phrase.

For example, when you add “free” as a negative keyword to your campaign or ad group, you tell AdWords not to show your ad for any search containing the term “free.” On the Display Network, your ad is less likely to appear on a site when your negative keywords match the site’s content.

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Which feature could help advertisers determine if the clicks they are receiving on the Google Display Network are valuable?

• Position Preference
• IP Exclusion Tool
• Conversion Tracking
• Keyword diagnosis

The correct Answer is:

• Conversion Tracking

Explanation: With AdWords conversion tracking, you can see how effectively your ad clicks lead to valuable customer activity, such as website purchases, phone calls, app downloads, newsletter sign-ups, and more.

 

Which ad format is easiest to create, edit, and has the widest reach on the Google Display Network?

• Video ads
• Display Ads
• Rich media ads
• Text ads

The correct Answer is:

• Text ads

Advertisers using the Display Network can use the reporting table in the Placements section of the Display tab to determine the:

• Internet Protocol (IP) addresses of users who have seen their ad
• the site URL where users have seen their ad
• the frequency at which an ad is shown for a given user
• country of residence of users who have seen their ad

The correct Answer is:

• the site URL where users have seen their ad

In order to use target cost-per-acquisition (CPA) bidding, an advertiser must:

• be opted in to the Search Network
• be using viewable cost-per-thousand impression (vCPM) bidding, with a certain number of viewable impressions in the previous 30 days
• be opted in to the Search Network and YouTube
• have a certain number of conversions in the previous 30 days

The correct answer is:

• have a certain number of conversions in the previous 30 days

Explanation: Before you can set up a Target CPA bid strategy, your campaign will typically need to meet the following requirements:

• You’re already tracking conversion data in your AdWords account. You can do so by either setting up conversion tracking or cross-account conversion tracking (MCC accounts), or by importing your goals and transactions data from Google Analytics.
• The ad group or campaign has received 15 conversions in the last 30 days. This conversion history enables the system to make accurate predictions about your future conversion rate. So, the more data we have, the more accurate we can be.
• The ad group or campaign has received conversions at a similar rate for at least a few days.

 

When optimizing for the Display Network, a clear call-to-action (CTA) in the ad text is important in order to:

• increase overall impressions for the ad
• identify the traffic to your website that was generated by AdWords ads
• improve the Quality Score of the ad on all Google properties
• set expectations for customers who are in various stages of the buying cycle

The correct Answer is:

• set expectations for customers who are in various stages of the buying cycle

Explanation: Be explicit about your call to action, whether a button or somewhere else. This is especially important for image-based ads, because customers may not know what part of the ad is clickable. In some cases, if your ad really blends in well on a website, they may not even realise that your ad is an ad! Don’t make them guess.

 

A Ready Lightbox ad can contain:

• a video and images
• adult-oriented content
• a 3-D game
• just text with no image

The correct Answer is:

• a video and images

Explanation: Ready Lightbox ads are responsive ads available from a template in AdWords. Ready lightbox templates use existing brand assets — including videos, images, product feeds, and maps — to create rich brand experiences.

 

Your client wants to reach customers who are browsing content relevant to the company’s keywords and highly likely to buy their products. You recommend using the Search Network with Display Select because the Display Option:

• uses keywords to target web pages with relevant content and uses predictive models to determine which pages are most likely to result in conversions
• optimizes keywords and applies affinity targeting conversion models to target ads
• uses dynamic placement to target web pages and applies predictive conversion models to target ads
• optimizes affinity targeting to place ads on all relevant web pages

The correct Answer is:

• uses keywords to target web pages with relevant content and uses predictive models to determine which pages are most likely to result in conversions

Explanation: Your ads can appear when people search for terms on Google search and search partner sites that match your keywords. They can also appear on relevant pages across the web on the Google Display Network. However, your ads are shown selectively on the Display Network and bidding is automated, helping you reach people who are most likely to be interested in the products and services you’re advertising.

 

For advertisers bidding on maximum CPC basis, Quality Score on the Display Network is evaluated on the:

• Quality Score of all campaigns and regional targeting settings
• Quality Score of keywords across all campaigns and all ad groups
• click-through rate (CTR) of the ad and relevance of the ad text and keywords to the publisher’s site
• clickthrough rate (CTR) of all keywords across the account and the relevance of the ad text and keywords to the advertiser’s landing page

The correct answer is:

• click-through rate (CTR) of the ad and relevance of the ad text and keywords to the publisher’s site

Explanation: Now, say that the ad unit shows more than one ad. Google use “Relative CTR of Position” to show that not all ad positions are equally visible, and that higher ad positions can get you more clicks than lower ad positions. (“CTR” refers to your ad’s clickthrough rate.)

 

Your client who sells sports shoes might choose to target a custom affinity audience if he wants to:

• reach men, women and children of all ages who need any kind of athletic shoes
• sell high-end running shoes to competitive marathon runners
• increase brand awareness
• reach shoppers who are ready to buy right away

The correct Answer is:

• sell high-end running shoes to competitive marathon runners

Explanation: With custom affinity audiences, advertisers can create audiences that are more tailored to their brands, compared to our broad, TV-like affinity audiences. For example, rather than reaching Sports Fans, a running shoe company may want to reach Avid Marathon Runners instead.

1. Which feature applies to the Google Display Network but not the Search Network?

• Language targeting
• Frequency capping
• Location targeting
• Cost-per-click (CPC) bidding

The correct Answer is:

• Frequency capping

Explanation: Frequency is the average number of times a unique user sees your ad in a position of “1” over a given time period. Use frequency capping to help control the maximum number of times that you’d like each person to see your ad on the Display Network.

 

An advertiser would benefit from using affinity audience targeting if they want to reach people:

• regardless of their particular interests
• who’ve already visited their website
• with a very specific interest, for example, avid marathon runners
• with a particular broad interest, for example, sports fans

The correct Answer is:

• with a particular broad interest, for example, sports fans

Explanation: Select from these audiences to reach potential customers at scale and make them aware of your business. Don’t confuse with affinity and custom affinity audience. Both are different. That’s why the correct answer is “with a particular broad interest, for example, sports fans”

 

 

What can you do by creating a separate campaign that’s targeted only to the Display Network?

• Set a separate placement bid at the ad group level
• Exclude irrelevant placements and categories
• Set specific maximum cost-per-click (CPC) bids for automatic placements
• Allocate budget and control spend more effectively across campaigns

The correct Answer is:

• Allocate budget and control spend more effectively across campaigns

 

The dynamic remarketing tag collects data such as:

• affinity group characteristics
• types of pages viewed
• number of code snippets
• business ID numbers of visitors

The correct Answer is:

• types of pages viewed

Explanation: The dynamic remarketing tag collects data, such as the IDs of the products or services that people viewed on your website, the types of pages viewed (such as shopping cart pages), and the total value of items. The AdWords system can use this data to remind people to take action

 

An advertiser who wants to target specific categories of video content on the Google Display Network should:

• add the keyword ‘video’ to the campaign
• target the Search Network
• use video ad
• use the AdWords for Video Tool

The correct Answer is:

• add a click-to-play video ad to the campaign / use video ad

 

 

You have a friend who has a small business, and she wants to manage her own AdWords campaign. She has no experience with AdWords and would like to experiment with different options. Which campaign type would you recommend to start?

• Search Network only
• Search Network with Display Select
• Display Network with Search Select
• Display Network only

The correct Answer is:

• Search Network with Display Select

Explanation: Google recommends new advertisers start with a “Search Network with Display Select” campaign type, which offers a wide variety of potential placements for your ads.

 

 

Which bidding option is best suited for an advertiser focused on direct response marketing goals?

• Cost-per-interaction (CPI)
• Cost-per-click
• Effective cost-per-thousand impressions (eCPM)
• cost-per-thousand impressions (CPM)

The correct Answer is:

• Cost-per-click

 

 

In order to use remarketing with Google Analytics, you need to:

• have a goal conversion rate of 20%
• have your Google Analytics and AdWords accounts linked
• have at least one active AdWords account
• have a goal conversion rate of 30%

The correct Answer is:

• have your Google Analytics and AdWords accounts linked

Explanation:

To use your Google Analytics tag instead of the AdWords remarketing tag, you’ll need to have the following:

• Google Analytics tag on your website
• Linked AdWords and Google Analytics accounts (when linking your accounts, you’ll need administrative access to the AdWords account and edit access to the Google Analytics account)
• Remarketing and advertising features enabled in Google Analytics

 

Which builds keyword lists that can be used to show your ads relevant webpages across the Google Display Network?

• Google Analytics
• Display Campaign Optimizer
• Keyword Planner
• Display Planner

The correct Answer is:

• Display Planner

Explanation: Display Planner generates ideas for all the ways you can target the Display Network. Targeting ideas are based on your customers’ interests or your landing page. They include keywords, placements (websites, videos, mobile apps, mobile app categories), topics, interests (affinities, in-market segments), demographics (age, gender), and remarketing.

 

Your client wants to reach new parents with ads for organic baby food. What kind of targeting would you recommend?

• In-market audiences using the “Infant & Toddler Feeding/Toddler Meals” category
• Managed placements
• Similar audiences
• Dynamic remarketing

The correct Answer is:

• Similar audiences

Explanation: The “Similar audiences” targeting option helps you find people who share characteristics with your site visitors. By adding “similar audiences” to your ad group, you can show your ads to people whose interests are similar to those of your site visitors, which allows you to reach new and qualified potential customers.

You might choose to use preferred layouts for dynamic display ads if your client:

• wants to choose the features but not the layouts
• doesn’t care if AdWords chooses the layouts and features
• wants to choose the layouts but not the features
• wants to choose the layouts and features

The correct Answer is:

• wants to choose the layouts and features

Explanation: With preferred layouts, you’ll choose the layouts and features that you want. AdWords will only use layouts from this pool of preferred layouts (not available for retails feeds). Features of layouts include multiple product carousels, cropping your images to fit the ads, star ratings, and more. AdWords can predict the layouts that are likely to perform best for the people, placements, and platforms where they’ll show, making your dynamic ads even more effective.

 

Someone browsing the internet sees Google Adwords display ad for laptop computers on a Google Display Network site, but does not click on it. Two weeks later, the user is interested in buying a laptop computer and decides to visit the site from the ad. The user finds the site by performing a Google search, goes directly to the site, and purchases a laptop. Implementing view-through conversions would be valuable for the advertiser because it could:

• track the IP addresses of the users who saw the ad
• measure the number of conversions that are associated with ad impressions
• track the number of users who saw the ad but did not convert
• measure the number of potential clicks that are associated with ad impressions

The correct Answer is:

• measure the number of conversions that are associated with ad impressions

Explanation:  A view-through conversion happens when a customer sees an image or rich media ad, then later completes a conversion on your site. This is different from a click-through conversion, which happens when a customer had previously clicked on an ad (such as on the Google Search or the Google Display Network) and then completed a conversion on your site.

The last impression will get credit for the view-through conversion. View-through conversions automatically exclude conversions from people who have also clicked your Search or other Display ads.

 

 

An ad’s Quality Score on the Google the Display Network will affect:

• the Quality Scores for the keywords in that ad group
• the Quality Score for the same ad on Google and the Google Search Network
• The Display Network partners on which the ad is eligible to show
• whether an ad is eligible to enter the ad auction

The correct Answer is:

• whether an ad is eligible to enter the ad auction

Explanation: AdWords uses an ad auction to determine which ads to show, the order those ads will appear, and how much those ads will cost. The Display Network ad auction shares many similarities with the AdWords auction. Your ads are ranked among other advertisers’ ads based on Ad Rank, which is based on your Max CPC bid and Quality Score.

You’re setting up a dynamic remarketing campaign for your client who sells educational products. Which best practice should you follow?

• Use a custom feed
• Use the “Education” business type
• Include “textbooks” and “study guides” as keywords
• Implement the remarketing tag after the body tag

The correct Answer is:

• Use the “Education” business type

Explanation:  There are different types of feeds for different types of businesses and you’ll want to choose the type that represents your products or services. The type of feed you create should match the business type you selected when creating your dynamic remarketing campaign.

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View-through conversions are available to:

• advertisers that have implemented Conversion Optimizer
• advertisers that have implemented Conversion Tracking
• advertisers that have opted into the Search Network
• advertisers that are using AdWords for Video

The correct Answer is:

• advertisers that have implemented Conversion Tracking

Explanation: Once you’ve set up conversion tracking, you’ll have access to a handy set of reports about your conversions.

 

To raise awareness of what you’re advertising without limiting who might see your ads, you should:

• add multiple targeting methods and use the “Target and bid” setting
• set a topic bid adjustment to show your ads on multiple pages about a specific topic
• set a mobile bid adjustment to reach more customers on mobile devices
• add multiple targeting methods and use the “Bid only” setting

The correct Answer is:

• add multiple targeting methods and use the “Bid only” setting

Explanation: Doesn’t restrict your ads to showing for the targeting method you’ve selected

Frequency capping limits the number of times

• your ads appear to the same person on the Search network
• your ads appear to the same person on the Display network
• your ads appear to users with the same IP address
• your ads appear during the designated days and hours that you set

The correct Answer is:

• your ads appear to the same person on the Display network

Explanation: A feature that limits the number of times your ads appear to the same person on the Display Network.

An advertiser promoting the release of a film that’s entirely in French with no subtitles wants to advertise on YouTube. He’s advertising it heavily in France through a traditional ad campaign, but wants to ensure that online ads reach the most relevant YouTUbe audience. Which should he do?

• Change the AdWords account language setting to French during setup
• Change the managed placements to French
• Set language targeting options for the campaign containing the ads for the film
• Target specific YouTube localized domains

The correct Answer is:

• Set language targeting options for the campaign containing the ads for the film

Explanation: Your ads are targeted to reach a certain audience, based on your chosen language targeting options. With this information, AdWords works to ensure that your ad appears to your chosen audience.

Which is a method for evaluating performance of engagement ads created with the Ad gallery?

• Funnel Visualization report
• AdSense reports in Google Analytics
• Transaction rate
• Mouseover Rate

The correct Answer is:

• Mouseover Rate

Explanation: See instances where customers place their cursors over your display ad for a second or more. This can help highlight ads that may keep customers’ attention without an actual clickthrough to your website. This usually demonstrates an ad that needs a stronger call-to-action for the customer.

If you’re considering a Display Network campaign and want to estimate the reach of different targeting options, you’d use:

• Keyword Planner
• Google Analytics
• Ad Preview and Diagnosis
• Display Planner

The correct Answer is:

• Display Planner

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.

How does an extension work on a Display ad?

• It adds extra information, like a location or phone number
• It extends the ad below the fold
• It adds a testimonial
• It extends the length of the ad placement

The correct Answer is:

• It adds extra information, like a location or phone number

Explanation: By adding extra pieces of information about the business to their ads, they’re giving customers more reasons to click.

Which report should advertisers run to see which Google Display Network properties displayed their ads and view associated statistics?

• Reach and Frequency
• Placement Performance
• Ad Performance
• Impression Share

The correct Answer is:

• Placement Performance

If your client runs a car dealership and wants to increase brand awareness among auto enthusiasts, which bidding type would you suggest?

• Target cost-per-acquisition (CPA)
• Viewable cost-per-thousand-impressions (vCPM)
• Cost-per-view (CPV)
• Cost-per-day (CPD)

The correct Answer is:

• Viewable cost-per-thousand-impressions (vCPM)

< Explanation: If you’re interested in increasing your brand awareness, the Google Display Network offers you the chance to connect with customers at the right time and place on thousands of websites worldwide. You can use placement targeting in AdWords to help reach a relevant audience for your brand, using rich-media ad formats and CPM bidding

Dynamic remarketing lets an advertiser:

• Show prior visitors to his site ads that are based on products or services they saw on the site.
• Engage visitors to the website by opening a chat session
• Re-run ad to increase the volume of people who will see it.
• Show an ad to someone on his mobile device 24 hours after visiting the website on desktop PC

The correct Answer is:

• show prior visitors to his site ads that are based on products or services they saw on the site.

Explanation: Remarketing allows you to show ads to people who have previously visited your website or used your mobile app.

Dynamic remarketing takes this a step further, letting you show previous visitors ads based on products or services they viewed on your website. With messages tailored to your audience, dynamic remarketing helps you build leads and sales by bringing previous visitors back to your website to complete what they started.

 

If a display ad appears “above the fold,” this means that the ad:

• can be viewed in the upper portion of the page without scrolling
• will appear at the top of each page of the website
• takes up more than 20% of the webpage
• will appear anywhere on the front page of the website

The correct Answer is:

• can be viewed in the upper portion of the page without scrolling

If one of your display ad groups isn’t serving due to incorrect target and bid settings, what should you do?

• Set the targeting for the campaign to “Target all” and resubmit the ad
• Set the targeting for the ad group to “Target all”
• Set the targeting for the ad group to “Broad reach”
• Set the targeting for the ad group to “Bid Only” and at least one targeting method to “Target and bid”

The correct Answer is:

• Set the targeting for the ad group to “Bid Only” and at least one targeting method to “Target and bid”

Explanation: When you add multiple targeting methods to the same ad group and set these to “Target and bid,” you’re telling AdWords to restrict or narrow the reach of your ads. When you add additional targeting methods and set them to “Bid only,” you’re telling AdWords not to restrict where your ads show but to increase or decrease its chances of showing depending on the bid you choose.

 

If you’re using remarketing to reach people who’ve used your mobile app, they see your ads:

• while browsing and using Google Maps
• each time they re-use your mobile app
• when they enter search terms for products like yours on a mobile device
• while using other mobile apps on the same mobile or tablet device

The correct Answer is:

• while using other mobile apps on the same mobile or tablet device

Explanation: Remarketing lets you show ads to people who have visited your website or used your mobile app before. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads as they browse the web, as they use mobile apps, or as they search on Google.

Remarketing for mobile apps: Show ads to people who have used your mobile app or mobile website as they use other mobile apps or browse other mobile websites

 

Frequency capping gives advertisers the ability to specify a limit to the number of:

• clicks for all users
• impressions for all users
• impressions for a unique user
• clicks for a unique user

The correct Answer is:

• impressions for a unique user

Explanation: Frequency is the average number of times a unique user sees your ad in a position of “1” over a given time period. Use frequency capping to help control the maximum number of times that you’d like each person to see your ad on the Display Network.

What’s a best practice for creating an effective ad with Ad gallery?

• Create only one ad size for each distinct image
• Use a color scheme that complements your image and brand
• Choose one template and use it for all ads
• Use the same color for the foreground and background of the ad

The correct Answer is:

• Use a color scheme that complements your image and brand

When using cost-per-acquisition (CPA) bidding, an advertiser bids using a maximum CPA and pays by:

• Conversion
• Click
• Viewthrough
• Impression

The correct Answer is:

• Click

Explanation: Target CPA bidding uses your conversion tracking data to avoid unprofitable clicks and get more conversions at a lower cost. Based on your campaign’s history of conversions, Target CPA bidding automatically finds the optimal cost-per-click (CPC) bid for your ad each time it’s eligible to appear. It sets higher CPC bids for more valuable clicks and lower CPC bids for less valuable clicks.

 

Which bidding option is best suited for an advertiser focused on branding goals?

• Effective cost-per-thousand impressions (eCPM)
• Cost-per-click (CPC)
• Cost per acquisition (CPA)
• Viewable cost-per-thousand impressions (vCPM)

The correct Answer is:

• Viewable cost-per-thousand impressions (vCPM)

Explanation:

If you want to increase brand awareness—not drive traffic to your site—focusing on impressions may be your strategy. You can use cost per thousand viewable impressions (vCPM) bidding to put your message in front of customers.

Which practice would violate Google’s editorial and professional requirements?

• • Including a border on the ad
  • Including a question mark in the headline
  • Directing people to a page other than the advertiser’s homepage

 

• Showing a ValueTrack tag in the text

 

Your client Christina wants to drive traffic to her site. She has return-on-investment goals and is already using AdWords conversion tracking. Which bidding strategy would you recommend?

• Cost-per-view (CPV)
• Target return on ad spend (ROAS)
• Viewable cost-per-thousand impressions (vCPM)
• Cost-per-day (CPD)

The correct Answer is:

• Target return on ad spend (ROAS)

Explanations: “Target ROAS” is a type of flexible bid strategy that automates bidding across multiple campaigns, ad groups, and keywords to help achieve an average return on ad spend (ROAS) equal to the target you set.

Which tool works best to help advertisers automatically find and bid on relevant placements?

• Targeting optimization
• Keyword Planner
• Display Planner
• Conversion Optimizer

The correct Answer is:

• Targeting optimization

Explanation: Targeting optimization works best for advertisers in any of the following situations:

• Find more customers
• Identify the best targeting to reach your most likely customers
• Increase reach without increasing bids or cost per customer

What functionality applies to HTML5 ads?

• They use interactive content stored in containers and rendered in browsers
• They can’t be viewed on mobile devices
• They’re easy to update and don’t require plug-ins
• They’re easy to update but require plug-ins

The correct Answer is:

• They’re easy to update and don’t require plug-ins

Which would contribute to a higher Quality Score for a display ad?

• High maximum cost-per-clicks (CPCs)
• Fast landing page load time
• Testing all image ad sizes
• High number of impressions

The correct Answer is:

• Fast landing page load time

Explanation: Your landing page experience affects not only your Quality Score, but also your Ad Rank and advertising costs.

Which report is helpful when using site and category exclusions?

• • Ad group report
  • Campaign report
  • Keyword report

 

• Placement report

 

 

Which is a benefit of using a Lightbox ad?

• • You can run it on both the Search and Display Network
  • There’s no cost for engagement with the ad
  • You can be charged only for click-throughs

 

• You can use any Display Network targeting method

 

An advertiser selling airline tickets has designed an image ad with drop–down menus for airport departure and arrival locations. Rather than programming the menu to show airports, the advertiser wants a click on the ad to go to his website. This ad will:

• • perform well on the Display Network because it contains relevant information
  • perform poorly on the Display Network because it will frustrate people
  • be resized on the Display Network because it lacks animation elements

 

• be disapproved because it mimics a function the ad can’t perform

 

Which targeting method allows an advertiser to reach people who have previously visited their website by showing them relevant ads when they visit other placements on the Display Network?

• • Placement
  • Affinity audiences

 

• Remarketing

 

• Topic

 

Your client Alexa, who sells wedding accessories, is running a text ad on the Display Network. What might Google automatically include in her ads?

• • A promotion from a related business, like a bakery

 

• A photo of a bride

 

• A map showing her business location
• A quotation about falling in love

 

Which best practice is advisable when optimizing ad groups within a placement-targeted display campaign?

 

• For each ad group, target groups of placements with similar themes

 

• Move automatic and managed placements into separate ad groups
• Create a separate ad group for each placement
• Target a broad collection of placements with a single ad group

Which best practice is advisable when optimizing ad groups within a placement-targeted display campaign

 

• Group placements with similar themes into the same ad group

 

• Move automatic and managed placements into separate ad groups
• Create a separate ad group for each placement
• Group all placements together into a single ad group

 

Viewable cost–per–thousand impressions (vCPM):

applies to all ads that appear in Google Search and on the Display Network

lets you pay only for the impressions that become viewable

lets you bid based on AdWords’ projected views of your ad

counts an ad as “viewable” when 75% of it is visible on the screen for 5 seconds or more

An advertiser notices that a display campaign is receiving a large number of conversions at certain times and days of the week. Which feature would help this advertiser maximize the number of conversions received at the campaign’s current budget?

• Bid Optimizer
• Frequency Capping
• Ad Rotation
• Ad Scheduling

The correct Answer is:

• Ad Scheduling

Explanation: Ad Scheduling (also known as “day parting”) lets you tell Google exactly when you want your ads to run, and more importantly, when you do not want them to run. In addition, more advanced users can automatically modify their bids based on time-of-day and day-of-week cycles in campaign performance.

Ad Scheduling can help you with improving ROI for your display campaigns by ensuring that your ads show at times where it performs the best. For example, if you notice that you are getting the most conversions from Monday to Friday and nothing on Saturday and Sunday, you can schedule your ads to appear only during those times so that you are maximizing your ad’s performance with your given budget.

An advertiser who has conversion tracking enabled wants to optimize a campaign that contains display ads. In order to identify the websites that are generating sales, the advertiser should review:

• the “conversions” column of the Placements tab reporting table
• the Site Search report within Google Analytics
• their clickthrough rate (CTR) for each placement
• the average cost-per-conversion of the campaign

The correct Answer is:

• the “conversions” column of the Placements tab reporting table

When planning a campaign, the first thing an advertiser thinks about should be:

• the advertiser’s goals
• the tools available to optimize the campaign
• the tools available to build a display ad
• the advertiser’s daily budget

The correct Answer is:

• the advertiser’s goals

Explanation:

Identify your goals: Is your goal to drive direct response traffic and generate clicks? Or is your goal to promote your brand and measure user engagement? Identifying your goals upfront will help you to better plan and implement your display campaigns. The ultimate goal for your campaign will influence your targeting choices, pricing model, creative messaging, and even the metrics you choose to track.

An ad may not appear correctly on mobile phones if it:

• uses Flash or contains large images
• uses HTML5
• isn’t optimized for mobile
• is in Lightbox format

The correct Answer is:

• uses Flash or contains large images

Explanation: Usage of Flash and large image files may cause your display ads not to appear to mobile users.

 

 

How long should advertisers wait after creating a new display campaign before analyzing its performance?

• 1 month
• 2-3 weeks
• 2-3 days
• 1 week

The correct Answer is:

• 2-3 weeks

Explanation: Once your campaign is active, it is important to review its performance on a regular basis. It’s normally good to wait 2-3 weeks after creating your campaign before reviewing campaign performance too thoroughly. This will give you a larger set of data to work with, allowing you to make more informative decisions.

 

Managed placements allow advertisers to:

• give Google the ability to select placements for them and set industry appropriate bids
• bid differently for specific placements on the Google Display Network
• target relevant placements across the entire GoogleDisplay Network based on their keyword lists
• exclude a specific ad unit on a network page where there are multiple ad units

The correct Answer is:

• bid differently for specific placements on the Google Display Network

 

 

Where can you place a client’s image and video ads?

• On the Display Network only
• On the Search Network only
• On the Search Network and YouTube
• On the Search and Display Networks

The correct Answer is:

• On the Display Network only

Explanation: Engage users with appealing ad formats: Text, image, video, or rich media formats can appear on the Display Network.

 

 

Targeting by topic is a good strategy if your client wants to:

• drive sales on his website
• reach a specific audience
• control where his ads appear on the Display Network
• actively manage his budget because he has strict cost-per-acquisition goals

The correct Answer is:

• control where his ads appear on the Display Network

Explanation: Topic targeting allows your ads to be eligible to appear on any pages on the Display Network that have content related to your selected topics. As content across the web changes over time, the pages on which your ads appear can change with it. To display your ads on those pages, simply select one or more topics that you find relevant for your ads.

 

When an advertiser using viewable cost-per-thousand impressions (vCPM) bidding clicks on his own display ad, Quality Score:

• is not affected because the click is automatically filtered out by Google’s invalid click technology
• improves for that placement because the vCPM bid decreases
• improves for that placement because the clickthrough rate (CTR) increases
• is not affected because clickthrough rate (CTR) is not a factor with vCPM bidding

The correct Answer is:

• is not affected because clickthrough rate (CTR) is not a factor with vCPM bidding

Explanation: CTR is not a factor with vCPM. But there is a metric Active Viewable CTR That Shows how often people clicked your ad after it became viewable.

Your client has a Mexican restaurant and wants to increase brand awareness in the local community. What type of ad would you create to help reach your client’s goal?

• A text ad with a call extension on the Search Network
• An interactive Lightbox display ad on the Display Network that’s focused on the restaurant’s most popular menu items
• A text ad with keywords describing the most popular menu items, like “fish tacos” on the Search Network
• An image ad featuring a drawing of the restaurant on the Display Network

The correct Answer is:

• An interactive Lightbox display ad on the Display Network that’s focused on the restaurant’s most popular menu items

A direct response advertiser would like to promote a new line of non-stick cookware that is being sold on an E-commerce site with a display ad. This advertiser should choose a landing page for the ad that features:

• the entire new line of non-stick cookware
• all non-stick cookware sold on the site
• all cookware sold on the site
• a specific pan within the new line

The correct Answer is:

• the entire new line of non-stick cookware

True or False: An advertiser can target mobile apps via AdWords

• FALSE
• TRUE

The correct Answer is:

• TRUE

Explanation: You can reach a growing audience of people using mobile phones and tablets by showing your ads in apps. Choose to let AdWords match your ad to apps for you through the Display Network, or target particular app categories.

 

Your client wants to place image and video ads on a wide variety of websites so people will see them while browsing those sites. Which types of AdWords campaign would be best for that?

• Display Network only
• Search Network with YouTube Select
• Search Network with Display Select
• Search Network only

The correct Answer is:

• Display Network only

Explanation:With a Display Network only campaign, your ads can show throughout the Google Display Network. This campaign type works by matching your ads — including text, image, rich media, and video ads — to websites and other placements, like YouTube and mobile apps, with content related to your targeting.

 

 

When creating a display ad, Ad gallery lets you:

• automatically create a display ad from existing ad text
• extend a Display campaign’s reach to Google search partners
• choose from existing design templates
• automatically adjust image content based on campaign performance

The correct Answer is:

• automatically create a display ad from existing ad text

 

A custom Lightbox ad must have a format hosted in:

• DoubleClick Studio
• AdWords
• DoubleClick Campaign Manager
• DoubleClick Studio or AdWords

The correct Answer is:

• DoubleClick Studio

Explanation:  Custom Lightbox ads must be hosted in Doubleclick Studio, trafficked from Doubleclick Campaign Manager (DCM), and implemented in AdWords.

 

If an advertiser chooses to run ads in image formats, Google will:

• display these ads on the Google Display Network
• charge an additional fee to serve these ads
• display these ads on the Google Search Network
• require that cost-per-thousand impressions (CPM) bidding be used

The correct Answer is:

• display these ads on the Google Display Network

Jackie is an advertiser who wants to reach people by using both remarketing and Product Listing Ads. What’s the best targeting strategy for her?

• Create one ad group targeted to both remarketing and Shopping
• Create separate remarketing and Shopping campaigns
• Create a combined remarketing and Shopping campaign
• Create two ad groups: one targeted to remarketing and the other to Shopping

The correct Answer is:

• Create separate remarketing and Shopping campaigns

Explanation: It is my personal opinion that segregation is the best way to keep control over campaign. I often experience the conflicts if I keep campaigns of two different behaviour and goals together in single campaign.

Cost-per-thousand impressions (CPM) bidding is only available for:

• accounts that are using prepay billing
• campaigns that target the Google Display Network
• accounts using U.S. Dollars for billing currency
• campaigns that target search partner sites

The correct Answer is:

• campaigns that target the Google Display Network

Explanation: CPM bidding means that you pay based on the number of impressions (times your ads are shown) that you receive on the Google Display Network.

 

On the Display Network, enhanced cost-per-click (ECPC) automatically:

• sets bids to help you get as many conversions as possible
• adjusts your manual bid up or down based on each click’s likelihood to result in a conversion
• sets bids to maximize your conversion value while trying to reach an average return on ad spend
• sets bids to help you get the most clicks within your target spend amount

The correct Answer is:

• adjusts your manual bid up or down based on each click’s likelihood to result in a conversion

Explanation: Enhanced cost-per-click (ECPC) is a bidding feature that raises your bid for clicks that seem more likely to lead to a sale or conversion on your website. That helps you get more value from your ad budget. If you’re not yet using Manual CPC bidding for this campaign, choose Manual CPC bidding from the drop-down, and check the Enabled Enhanced CPC option.

Which automatically expends your reach based on your campaign’s conversion history to help get as many conversions as possible for Display Network campaigns?

• Aggressive targeting
• Google Analytics
• Ad Preview and Diagnosis tool
• Display Planner

The correct Answer is:

• Aggressive targeting

Explanation: There are two types of Targeting optimization: “conservative” and “aggressive” (known also as Display Campaign Optimizer).

“Aggressive” targeting optimization relies on Google algorithms to predict, test, and optimize targeting based on your campaign’s historic data. If your campaign doesn’t have at least 15 conversions per month, you won’t be able to use “aggressive” targeting (Display Campaign Optimizer) in your ad groups.

 

 

For an ad entering into an auction on the Google Display Network, the AdWords system will calculate the effective cost-per-thousand impressions (eCPM) when there are:

• both cost-per-click (CPC) and cost-per-acquisition (CPA) ads entering the auction
• only cost-per-click (CPC) ads entering the auction
• only cost-per-thousand impressions (CPM) ads entering the auction
• any cost-per-click (CPC) or cost-per-acquisition (CPA) ads entering the auction

The correct Answer is:

• any cost-per-click (CPC) or cost-per-acquisition (CPA) ads entering the auction

Explanation: Actually the given answers are creating confusion. A definition of ecpm is created if CPC and vCPM ads compete for the same Display Network Placement. But, in the given answers, vCPM is missing and CPA is being questioned instead.

“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.”

 

“Engagement” with a Lightbox ad on a mobile phone or tablet is achieved when someone:

• hovers their finger over the ad for at least 2 seconds
• watches the ad for at least 2 seconds
• expands or interacts with the ad
• watches the ad twice in a rob

The correct Answer is:

• expands or interacts with the ad

Explanation: engagements are charged when the user engages with the ad. For expandable ad spaces, “user engagement” means that the user hovers, clicks, or taps to expand and the ad has time to load and be seen. For pre-expanded ads (like interstitials), “user engagement” means that the user interacts with the ad after it displays.

Your client Anna wants to increase the reach and visibility of her ads. Which bidding strategy would you recommend?

• Cost-per-acquisition (CPA/CO)
• Viewable cost-per-thousand impressions (vCPM)
• Cost-per-view (CPV)
• Cost-per-click (CPC)

The correct Answer is:

• Viewable cost-per-thousand impressions (vCPM)

Explanation: With viewable CPM (vCPM) bids, you only pay when your ad is able to be seen by potential customers. This means you’re bidding on the actual value of your ad appearing in a viewable position on a given placement. An ad is counted as “viewable” when 50 percent of your ad shows on screen for one second or longer for display ads and two seconds or longer for video ads.

The Ad Gallery allows advertisers to:

• download and edit display ads created by third party developers
• edit and manipulate images and video footage to be used in their display ads
• create display ads to be used in any online or offline format
• use templates to create display ads at scale

The correct Answer is:

• use templates to create display ads at scale

Which is the best type of campaign for advertisers to target a set of specific sites they’ve chosen?

• Demographic targeting
• Keyword contextual targeting
• Placement targeting
• Category targeting

The correct Answer is:

• Placement targeting

 

Which practice would be acceptable under Google’s editorial and technical requirements?

• Including a generic phrase like “Buy products, click here”
• Linking to a site that’s under construction
• Showing a URL that doesn’t accurately indicate the landing page, such as “google.com” taking people to gmail.com
• Promoting documented copyrighted content

The correct Answer is:

• Promoting documented copyrighted content

Which allows advertisers to see which sites referred visitors with the most time spent on site?

• Display Planner
• Google Analytics
• Ad Planner
• Keyword Planner

The correct Answer is:

• Google Analytics

A direct response advertiser is primarily interested in generating conversions from a display campaign. To get the best return on investment, this advertiser should use:

• Ad Scheduling
• cost-per-day (CPD)
• Target CPA Bidding
• cost-per-thousand impressions (CPM) bidding

The correct Answer is:

• Target CPA Bidding

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

Note: Conversion Optimizer is now Target CPA bidding

What’s a best practice for building ads using the Ad gallery?

• Use multiple, small images
• Use the same template for all ads
• Add a visible display URL
• Create a text-heavy ad

The correct Answer is:

• Add a visible display URL

Haley’s client wants to drive sales of her new cookboook that’s about gluten-free desserts. If Hayley sets up a Display Network campaign that targets potential customers using keywords and topics and the “Target and bid” setting, her client’s ads can show when:

• only the keywords match
• only the topics match
• the keywords and bid match
• the keywords and topics match

The correct Answer is:

• the keywords and topics match

Explanation: Restricts your ads to showing for the targeting method you’ve selected, like keywords.

Display inventory on the Display Network is published by AdSense or:

• Right Media
• AdWords
• Teracent
• The DoubleClick Ad Exchange

The correct Answer is:

• The DoubleClick Ad Exchange

Explanation: As long as you’ve targeted the Display Network for your campaign, your ads can appear on Ad Exchange publisher sites, in addition to those available through Google AdSense .

Which bidding type is only available for ads on the Display Network?

• Target cost-per-acquisition (CPA)
• Viewable cost-per-thousand impressions (vCPM)
• Cost-per-view (CPV)
• Maximize clicks

The correct Answer is:

• Viewable cost-per-thousand impressions (vCPM)

Explanation: With vCPM bidding, you bid for your ad based on how often it appears in a viewable position on the Google Display Network

Your client has a cupcake shop in a hard-to-find alley in San Francisco. She’s advertising on the Display Network. What’s the best way to help people find her?

• • Add a location extension to her ad
  • Advertise on the Search network as well as the Display Network
  • Add a map showing her location to her ads
  • Prominently feature her street address in bold text

The correct Answer is:

• Add a location extension to her ad

Explanation:

What location extensions do:

• Location extensions show your business address, phone number, and a map marker with your ad text.
• On mobile, they include a link with directions to your business.
• Clicks on ads with location extensions cost a standard cost-per-click.

How you benefit

• 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.

Which is a benefit of using display advertising with Google to build brand awareness?

• Accurate forecasts of clicks and impressions
• Consistent performance from day-to-day
• Higher clickthrough rates (CTR) than on Google Search
• Expansive network of diverse sites

The correct Answer is:

• Expansive network of diverse sites

Explanation: The Google Display Network is used by thousands of advertisers to reach users on hundreds of thousands of websites and apps across all publisher categories – from large, well-known sites to niche sites and audiences. Put simply, the Google Display Network (GDN) will place your display ads against related content and audiences across thousands of sites.

Your client Kevin works for a retailer that sells eco-friendly products. He wants to attract an audience with an established interest in his message. What type of targeting would you recommend?

• Demographic targeting
• Contextual product targeting
• The “Green Living Enthusiasts” affinity audience
• Gender targeting

The correct Answer is:

• The “Green Living Enthusiasts” affinity audience

Explanation: Affinity audiences consist of aggregated consumers who have demonstrated a qualified interest in a particular topic. Take advantage of broad passions depicting a consumer’s lifestyle rather than niche curiosities to reach your perfect audience and achieve reach and frequency within that group.

If a display ad has been disapproved, how do you submit a request for another review?

• Email adwords-support@google.com to find out why it wasn’t approved
• Edit your ad so it complies with Google policy and re-save it
• Open and then resubmit the ad
• Click “Re-review display ad”

The correct Answer is:

• Edit your ad so it complies with Google policy and re-save it

Explanation: To fix a disapproved ad, read the policy closely and then edit your ad so that it complies with the policy.

An advertiser creates a display ad with the Ad gallery. The ad does not show properly for all of the sizes that the advertiser wishes to use. What should the advertiser do to ensure that the ad can be shown in all ad sizes without limiting exposure?

• Continue to redesign the ad using the Ad gallery until the content appears properly for all desired ad sizes
• Target placements that only accept ads in the sizes that display the content properly
• Allow all ad sizes to show on all placements
• Create new display ads that will work well with the ad sizes that are not working properly

The correct Answer is:

• Create new display ads that will work well with the ad sizes that are not working properly

Explanation: When you create your ad, you’ll have the option to select the ad sizes we provide for your ad. In some cases, these ad sizes may not work well with the size of the image you provided, so be sure to check that your image displays properly in the ad size you want by using the preview. Don’t use a size if the images or content don’t display properly.

An advertiser using viewable cost-per-thousand impressions (vCPM) bidding wants to maximize exposure on a specific set of sites selected for a new campaign. Which is a best practice when setting up the campaign?

• Create a campaign for each website
• Set bids at the ad group or campaign level
• Choose websites that represent a variety of themes
• Set bids on individual placements

The correct Answer is:

• Set bids on individual placements

Explanation: Get more (or less) traffic from placements by setting individual placement bids:

If you find that advertising on a specific site works well, you may decide to increase your bid for just that one site to be more competitive and increase your potential exposure on that site.

Which of these metrics is typically most important in measuring a direct response advertiser’s performance on the Google Display Network?

• Clicks
• Impressions
• Conversions
• Cilckthrough Rate (CTR)

The correct Answer is:

• Conversions

Explanation:

Advertisers with direct response goals are usually more concerned maximizing their return-on-investment than creating brand awareness. The key success metric for direct response campaigns is conversions, since this tells you how many people are completing a goal activity on your site. A goal activity could be any action that a visitor could take on your site that you consider to be valuable, such as purchases or sign-ups.

For an advertiser focused on branding, what are the key success metrics?

• Conversion Rate
• Clicks and Impressions
• Cost-per-conversion
• Reach and Frequency

The correct Answer is:

• Reach and Frequency

Explanation: If your main goal is to raise awareness and visibility of your product, service, or cause, you’ll first want to determine whether your main goal is to increase traffic to your website or encourage customers to interact with your brand.

Once you establish the goals of your branding campaign, you can then measure success by monitoring impressions, conversions, and other statistics.

Reach and frequency: Reach is the number of visitors exposed to an ad. Increased reach means that an ad is exposed to more potential customers, which may lead to increased awareness. Frequency is the average number of times a visitor was exposed to an ad over a period of time.

When competing for the same ad unit, if the Ad Rank of a cost-per-thousand impressions (CPM), placement-targeted ad is higher than the combined Ad Rank of all competing keyword-targeted ads, then the:

• keyword-targeted ad will be the only ad to appear in the ad unit
• keyword-targeted ad will appear above the placement-targeted ad
• placement-targeted ad will be the only ad to appear in the ad unit
• placement-targeted ad will appear above the keyword-targeted ad

The correct Answer is:

• placement-targeted ad will be the only ad to appear in the ad unit

Explanation: Placement-targeted ads and keyword-targeted ads compete to appear on pages on the Display Network based on their Ad Rank. Ad Rank for placement-targeted or keyword-targeted ads, as well as all other ads targeted to the Display Network, is determined depending on whether the campaign uses cost-per-click (CPC) or cost-per-thousand impressions (CPM) bidding.