Google Search Network Exam Questions and Answers

Google Search Network Exam Questions and Answers

1 You want to use AdWords to promote your dog-sitting service. What kind of campaign might you create to reach dog owners, whether they’re searching on Google or surfing a pet-supply website?

  • Search Network with Display Select
  • Display Network with Search Select
  • Display Network, advanced
  • Search Network, advanced

The correct answer is:

  • Search Network with Display Select

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.

 

Your client’s product costs £50 to produce, and it sells for £150. She’s sold 10 units and spent £700 on her AdWords campaign. How would you calculate her return on investment (ROI) to help her understand the benefit of using AdWords?

  • [£1500 (revenue) – £1200 (cost + AdWords spend)] / £1200 (cost + AdWords spend)
  • [£150 (sales price) – £1500 (cost)] / £700 (AdWords spend)
  • £1500 (revenue) / £1200 (cost + AdWords spend)
  • [£1500 (revenue) – 10 (number of products sold)] / £1200 (cost + AdWords spend)

The correct answer is:

  • [£1500 (revenue) – £1200 (cost + AdWords spend)] / £1200 (cost + AdWords spend)

Explanation: ROI is the ratio of your net profit to your costs. To calculate ROI, take the revenue that resulted from your ads, subtract your overall costs, then divide by your overall costs: ROI = (Revenue – Cost of goods sold) / Cost of goods sold.

 

Executives at a small e-commerce company are debating AdWords performance metrics. If the budget is unlimited as long as return on investment (ROI) is positive, which recommendation best positions the company for maximum profit?

  • Ad spend should always be 7% of revenue, which should be used as the target ROI
  • Determine whether the campaigns are profitable, then test different target cost-per-acquisition (CPA) bid increases to see which maximizes total profit
  • The company’s email campaigns are the most profitable, with a cost-per-acquisition of £15, so it should use that as a benchmark when setting target cost-per-acquisition (CPA) bids
  • Decrease the target cost-per-acquisition (CPA) for the campaigns from £15 to £10 to drive an increase in profit per customer

The correct answer is:

  • Determine whether the campaigns are profitable, then test different target cost-per-acquisition (CPA) bid increases to see which maximizes total profit

Sarah manages 2 AdWords accounts for a client. Which tool would she use to search and replace a group of keywords across several ad groups?

  • Keyword Planner
  • AdWords Editor
  • AdWords API
  • Bid Simulator

The Correct answer is

  • AdWords Editor

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.

 

Roxanne’s online estate-jewelry sales are lagging despite running a great text ad. What else might she do to drive sales?

  • Increase the number of keywords in each ad group
  • Increase her maximum cost-per-click (max. CPC) bid
  • Use the Shopping ad format
  • Add the location extension to her ad

The correct answer is:

  • Use the Shopping ad format

Explanation: As a merchant, you can increase the quality of your leads by featuring product information directly in your ads to help shoppers make informed purchase decisions. This makes shoppers more likely to complete a purchase on your site.

 

Which conversion metric can give you more insight into how your ads drive conversions on mobile phones, computers, and tablets?

  • Click-through conversions
  • Cross-OS conversions
  • Cross-through conversions
  • Cross-device conversions

The correct answer is:

  • Cross-device conversions

 

The strategic use of different marketing channels affects:

  • payment methods
  • the average amount of each sale
  • target-customer demographics
  • online purchase decisions

The correct answer is:

  • online purchase decisions

Explanation:We analyzed millions of consumer interactions through Google Analytics to show how different marketing channels affect online purchase decisions.”

 

A successful AdWords text ad:

  • has a wrapping headline and at least 2 paragraphs of text
  • ties the call-to-action to the landing page
  • mentions at least 4 key selling points
  • talks about the advertiser’s reputation

The correct answer is:

  • ties the call-to-action to the landing page

Explanation: To effectively reach potential customers, your text ads should be specific, relevant, attractive, and empowering.

 

You’re using target search page location bidding. You know it’s working because you see your ad:

  • on the first page of Google search results or in the top positions
  • repeatedly mixed in with the organic search results
  • on the second page of Google search results or in the second positions
  • at the bottom of the every page of search results

The correct answer is:

  • on the first page of Google search results or in the top positions

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.

 

Zoe has a website selling customizable electronic greeting cards. What could be interfering with her getting the most possible conversions?

  • It’s obvious on the landing page that she’s selling greeting cards
  • Some of her keywords are on the landing page
  • The landing page shows popular cards, with easy navigation to specific categories like birthday, anniversary, congratulations, and get well
  • When people click the ad, they’re taken to the get-well category

The correct answer is:

  • When people click the ad, they’re taken to the get-well category

 

Nick sells 5 flavors of gourmet popcorn. Why is he bundling ads for his best-selling flavor, “Sweet & spicy coconut” with related keywords like “coconut snacks” in a single ad group?

  • To show ads promoting “Sweet & spicy coconut” to people searching for that flavor
  • To show ads promoting all the flavors to people searching for “gourmet popcorn”
  • To make sure “Sweet & spicy coconut” continues to be the bestseller
  • It’s most efficient to have a single ad group

The correct answer is:

  • To show ads promoting “Sweet & spicy coconut” to people searching for that flavor

 

The AdWords Application Programming Interface (API) allows developers to use applications that:

  • are accessible only through AdWords editor.
  • can appear throughout the Google Search Network.
  • can be uploaded into the Ad gallery.
  • interact directly with the AdWords server.

The correct answer is:

  • interact directly with the AdWords server.

Explanation: The Google AdWords API lets developers build applications that interact directly with the Google AdWords server.

 

Your client sells gardening supplies online. You suggest she use sitelinks because they can:

  • take people to subpages on her site about gloves, tools, and fertilizer
  • be used with Shopping campaigns
  • take people to blogs about gardening
  • bring people to her site from blogs about gardening

The correct answer is:

  • take people to subpages on her site about gloves, tools, and fertilizer

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.

 

Based on AdWords editorial and professional requirements, which headline is most likely to generate clicks?

  • “Free shipping on CuStOm Ts”
  • “Design Your Own T-shirt”
  • “Custom Tees, Click Here”
  • “We sell custom t-shirts!”

The correct answer is:

  • “Design Your Own T-shirt”

 

A client wants to get more clicks on his ad and also raise his Quality Score. Which of these actions may get him more clicks but won’t raise his Quality Score?

  • Reducing prices on his inventory
  • Adding an extension
  • Improving a lower-level page on his website
  • Using the Shopping Ad format

The correct answer is:

  • Adding an extension

Explanation: ad extensions are a component of Ad Rank along with your bids and the quality of your ads. You can often get the same number of clicks for less money when you use ad extensions. They’re intended to be a good thing for your performance.

 

An advertiser who works for a large company wants to make frequent, specific changes to bids based on criteria for more than 100,000 keywords. Which would be the most efficient tool for that advertiser to use?

  • AdWords Application Programming Interface (API)
  • My Client Center (MCC)
  • Automatic cost-per-click (CPC) bidding
  • AdWords Editor

The correct answer is:

  • AdWords Application Programming Interface (API)

Explanation:The AdWords API (application programming interface) lets developers build applications that interact directly with the AdWords server. With these applications, advertisers and third parties can more efficiently and creatively manage large or complex AdWords accounts.

 

A new client wants to promote his 3 Indian restaurants, in different areas of London, to people searching for places to eat. How might you organize his account?

  • Create 1 campaign with an ad group for all restaurant locations
  • Create several campaigns with 2 ad groups each: dine in and takeout
  • Create 1 campaign with an ad group for each restaurant location
  • Create 1 campaign with an ad group for each menu item

The correct answer is:

  • Create 1 campaign with an ad group for each restaurant location

Explanation: If you want all your ads to share a budget and you want to target the same set of locations, then you can just use one campaign.

 

The majority of consumers want ads customized to their:

  • interests and hobbies
  • country or nationality
  • city, zip code, or immediate surroundings
  • age group

The correct answer is:

  • city, zip code, or immediate surroundings

Explanation: 4 in 5 consumers want ads customized to their city, zip code or immediate surroundings. More than 60% of consumers have used location information in ads. They say it’s important to have store address and phone number in ads on computer/tablet, and directions and the call button in ads on smartphone.

 

After searching for shoes, Sean clicks on an ad promoting a sale on sneakers, which has several pop-ups. What should the advertiser do to improve Sean’s experience?

  • Ensure that the pop-ups relate to the search
  • Remove all but one of the pop-ups
  • Remove the pop-ups
  • Ensure that the pop-ups get Sean’s attention

The correct answer is:

  • Remove the pop-ups

Explanation: Don’t annoy customers with pop-ups or other features that interfere with their navigation of your site.

 

An advertiser made edits to an AdWords ad and noticed that the position of the ad decreased. What is the most likely cause for the decrease in position?

  • The Quality Score for the account was reset after the ad was edited.
  • The edited ad is less relevant to the keywords within the ad group.
  • The edited ad has a lower conversion rate after the changes were made.
  • The advertiser’s landing page is down for maintenance.

The correct answer is:

  • The edited ad is less relevant to the keywords within the ad group.

Explanation: Ad position is determined by a formula called Ad Rank that gives your ad a score based on your bid, the quality of your ads and landing page, and the expected impact of extensions and other ad formats. So even if your competition bids more than you, you can still win a higher position — at a lower price — with highly relevant keywords and ads.

 

An advertiser who sells designer dresses is selecting a landing page to pair with new ads for spring dresses. A good landing page for the spring dress collection ads would display:

  • a page of the top-selling dresses for all seasons.
  • a catalog of all dresses available on the website.
  • several colors of spring dresses.
  • spring dresses, skirts, belts, and shoes.

The correct answer is:

  • several colors of spring dresses.

Explanation: Landing page experience refers to how good we think someone’s experience will be when they get to your landing page (the web page they end up on after clicking your ad). You can improve your landing page experience by:

  • providing relevant, useful, and original content,
  • promoting transparency and fostering trustworthiness on your site (for example, by explaining your products or services before asking visitors to fill out forms sharing their own information),
  • making it easy for customers to navigate your site (including on mobile sites), and
  • encouraging customers to spend time on your site (for example, by making sure your page loads quickly so people who click your ad don’t give up and leave your site prematurely).

 

The keyword insertion code in an ad’s headline reads: “Buy {KeyWord:Books}.” The related ad appeared when a user searched “flower books” and the query expanded to a broad-matched keyword in the account, “gardening books.” In this example, how would the ad’s headline be displayed?

  • Buy keyword books
  • Buy Gardening Books
  • Buy flower books
  • Buy Books

The Correct Answer is:

  • Buy Gardening Books

Explanation: Read the line and the query expanded to a broad-matched keyword in the account, “gardening books.” It means, “Gardening Books” is already added and is being triggered when “flower books” is searched. That’s why, added keyword i.e. “Gardening Books” will be fetched and added in the ad copy.

 

Yoon, who sells designer jeans, has a mobile app to help women determine what leg style looks best on their body type. What could she do to bring in more prospective customers?

  • Add a call-only extension to her ad
  • Use the “Ads on mobile devices” campaign type
  • Include a link to her mobile website in her ad
  • Add a mobile-app extension to her ad

The correct answer is:

  • Add a mobile-app extension to her ad

 

You have a food truck and want to reach people who are nearby on their mobile phones. Your maximum cost-per-click (max. CPC) bid is £1. You set a mobile bid adjustment of +20% and a location bid adjustment of +50%. What’s the final bid amount?

  • £1.70
  • £1.80
  • £2
  • £2.80

The correct answer is:

  • £1.80

 

What can you learn from attribution reports?

  • The series of steps customers take after completing a conversion, including information on ads, clicks, and other elements of a campaign
  • The series of steps customers take before completing a conversion, including information on ads, clicks, and other elements of a campaign
  • Budget usage for all Search campaigns, including limitations and opportunities for more traffic
  • The number of conversions the same customer completes after clicking an ad

The correct answer is:

  • The series of steps customers take before completing a conversion, including information on ads, clicks, and other elements of a campaign

Explanation: Attribution reports show you the paths customers take to complete a conversion, and attribute the conversion to different ads, clicks, and factors along the way.

 

An advertiser selling computer monitors is writing new ad text for an existing ad group. Which meets AdWords editorial and professional requirements?

  • 20-70% off LCD monitors
  • BUY affordable LCDs
  • **Free** shipping on LCDs
  • Cheap, cheap, cheap monitors

The correct answer is:

  • 20-70% off LCD monitors

Which option can you use to capture potential business later in the day, even on a limited budget?

  • Bid capping
  • Bid allocation
  • Ad automation
  • Ad delivery

The correct answer is:

  • Ad delivery

Explanationn: Your campaign’s ad delivery method determines how quickly your ads are shown and how long your budget lasts during a given day. Your ad delivery method is relevant if your campaign is limited by budget since it allows you to decide how quickly you want your budget to be spent. If your campaign isn’t limited by budget, the ad delivery method won’t be useful since your budget is high enough to enable your ads to serve throughout the entire day.

 

You can use target cost-per-acquisition (CPA) bidding to help:

  • A) get as many conversions as possible within your budget
  • B) get as many conversions as possible within a flexible budget range
  • C) get as many clicks as possible within your budget
  • D) generate more clicks than manual bidding would generate

The correct answer is:

  • A) get as many conversions as possible within your budget

Explanation: If your main advertising goal is getting conversions (like sales, signups, or mobile app downloads), then Target CPA bidding can help automatically get more conversions for your budget. It can also help you get more sales while paying less for the clicks that lead to those purchases.

 

You own a pet-supply store with various category pages on your website, and you’ve set up a tracking template so you can manage tracking and redirect information. Your final URL for the keyword “dog treats” could be something like:

  • http://www.2ndpartytracker.com/keyword=751123&ad={creative}dogtreats
  • http://www.dogtreatseasytrackingdestinationURL.com
  • http://www.3rdpartytracker.com/rd?keyword=751123&ad={creative}&url=http%3A%2F%2Fwww.example.com%2Ftreats%3Fstyle%3Ddog
  • trackingkeyworddestinationURL=12345678987654321%dogtreatsredirect

The correct answer is:

  • http://www.3rdpartytracker.com/rd?keyword=751123&ad={creative}&url=http%3A%2F%2Fwww.example.com%2Ftreats%3Fstyle%3Ddog

 

The format of a Shopping Ad is different from that of a standard text ad in that it includes:

  • a product image, background color, and price
  • a product image, title, and price
  • a product image, title, price, and extension
  • a product image, title, price, and merchant name

The correct answer is:

  • a product image, title, price, and merchant name

Explanation: Shopping ads allow you to include an image, title, price, and your store or business name inside your ads, without the need for you to create unique ads for each product you sell.

 

What information does a target cost-per-acquisition (CPA) bid strategy need in order to find the optimal cost-per-click (CPC) bid for an ad each time it’s eligible to appear?

  • A) Manual bid changes
  • B) Forecast data
  • C) Historical conversion data
  • D) Test conversions

The correct answer is:

  • C) Historical conversion data

Explanation: Using historical information about your campaign, Conversion Optimizer automatically finds the optimal equivalent CPC bid for your ad each time it’s eligible to appear. You still pay per click, but you no longer need to adjust your bids manually to reach your conversion goals.

 

An advertiser targeting only France determines that clicks have been received from people in Switzerland. Why might this happen?

  • Swiss people are searching on Google for information about Switzerland
  • People located in Switzerland are searching using France-related words, like “hotels in Paris”
  • French people visiting Switzerland are searching on Google for information about Switzerland
  • People located in France are using Swiss-related words like “hotels in Switzerland”

The correct answer is:

  • People located in Switzerland are searching using France-related words, like “hotels in Paris”

Explanation: By default, you’ll be able to reach people who are likely to be physically located in your targeted areas, as well as those who show interest in your targeted geographic areas.

If you restrict people from outside of targeted location, You need to choose “Reach people in your targeted location” in your advance location targeting option.

 

You have a maximum cost-per-click (max. CPC) bid of £2 for a keyword. To determine the prospective impact of raising this bid to £3, you could use:

  • Bid Simulator
  • Portfolio Simulator
  • CPC Simulator
  • Keyword Simulator

The correct answer is:

  • Bid Simulator

Explanation: The regular Bid Simulators show you how changes to your max. CPC bid might change the cost or the number of clicks, impressions, conversions, and conversion value your ads would have received for your keyword or ad group. You can find them on the Ad groups and Keywords tabs.

 

You’re working on the bidding strategy for a Search Network campaign. If the cost-per-conversion for mobile is lower than for desktop, how might you optimize the bidding strategy to increase the number of conversions?

  • Increase the mobile bid adjustment for the campaign
  • Decrease the mobile bid adjustment for the campaign
  • Increase the number of mobile-optimized text ads
  • Decrease the number of mobile-optimized text ads

The correct answer is:

  • Increase the mobile bid adjustment for the campaign

Explanation: Use mobile bid adjustments to show your ad more or less frequently for searches that occur on mobile devices

 

Which is a best practice for writing an effective text ad?

  • Use all capital letters in the headline
  • Make sure the headline wraps to two lines
  • Capitalize the first letter of each word in the headline
  • End the headline with an exclamation point

The correct answer is:

  • Capitalize the first letter of each word in the headline

Customers who want to increase app downloads should use which campaign type?

  • Ads in mobile apps
  • Mobile app installs
  • Mobile app engagement
  • Call only

The correct answer is:

  • Mobile app installs

 

Which is a best practice for optimizing a landing page for AdWords?

  • Several links to related websites
  • Easy-to-navigate content
  • The same programming language across the whole site
  • Prominent headlines in several font styles and sizes

The correct answer is:

  • Easy-to-navigate content

Explanation: Organize and design your page well, so people don’t have to hunt around for information. Make it quick and easy for people to order the product mentioned in your ad. Don’t annoy customers with pop-ups or other features that interfere with their navigation of your site. Help customers quickly find what they’re looking for by prioritizing the content that’s visible above-the-fold.

 

Drew is selling math textbooks and using cost-per-click (CPC) bidding for his campaign. What’s the final cost each time his ad is clicked?

  • The projected maximum cost-per-click (max. CPC)
  • The average amount charged each time someone clicks on his ad
  • The average amount needed to make the ad appear somewhere on the page
  • The minimum amount needed to maintain a higher rank than the rank held by the next-highest bidder in the auction

The correct answer is:

  • The minimum amount needed to maintain a higher rank than the rank held by the next-highest bidder in the auction

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. You pay just enough to beat the Ad Rank of the advertiser with the next highest Ad Rank (or the minimum Ad Rank necessary to appear in that position).

 

Heather has a mobile app she wants people to keep using once they’ve downloaded it. How can she make it more engaging?

  • Customize the app for each format (phone, tablet, computer)
  • Add some large, memory-intensive graphics
  • Set up custom deep links
  • Use the bid strategy “Maximize engagement”

The correct answer is:

  • Set up custom deep links

Explanation: For your destination URL in app engagement ads, you can use a link that just opens your app, or a deep link that will send people directly to a specific screen in your app. Tracking parameters are allowed for these links

 

True or false: Adding an extension to a text ad improves an advertiser’s Quality Score.

  • TRUE
  • FALSE

The correct answer is:

  • TRUE

Explanation: Ad extensions often increase your total number of clicks by improving the clickthrough rate (CTR) of your ads. They provide valuable ways for users to learn more about your business or interact with your ad, such as making a phone call to your business or providing more links to your website.

 

To create a customer experience that’s relevant and useful at every touchpoint, a search advertiser should focus on:

  • launching a cross-device campaign
  • running ads only on mobile devices
  • addressing consumers’ needs
  • carrying over the theme of her traditional ad campaign to her online campaign

The correct answer is:

  • addressing consumers’ needs

Explanation: Marketers must focus on three key areas —identifying key moments of intent, delivering on needs in the moment, and measuring all moments — in order to create a customer experience that’s relevant and useful at every touchpoint in this new path to purchase.

 

A client is asking you why he should evaluate the number of clicks on his search ads relative to the number of impressions received. What should you tell him?

  • He can better understand whether potential customers find his ads appealing
  • He can better understand what happens after potential customers click his ads
  • He can get an idea of how many people who’ve seen his ads actually became customers
  • He can get an idea of how many people double clicked his ads

The correct answer is:

  • He can better understand whether potential customers find his ads appealing

 

Each of these are benefits you’d expect from Shopping Ads except:

  • better-qualified leads
  • more traffic and leads
  • ease of targeting without needing keywords
  • free listings

The correct answer is:

  • free listings

Explanation: If you’re a retailer, you can use Shopping campaigns to promote your online and local inventory, boost traffic to your website or local store, and find better qualified leads.

 

You own a bed and breakfast in southern France and want to target English-speaking tourists looking for accommodations after they’ve arrived in France. What language and location should you target?

  • English; the 25-mile radius around the bed and breakfast
  • French and English; the 5-mile radius around the bed and breakfast
  • English; the United States
  • English; southern France

The correct answer is:

  • English; southern France

Explanation: You can help ensure that your ads reach the customers you want. Use location and language settings to have your ads appear to customers in your targeted geographic locations, or to customers who have selected your targeted language as their interface language.

 

Which statement is true?

  • Ads with call extensions only let people call the business
  • Call extensions send people to a landing page with a phone number
  • Call-only ads are available exclusively on the Display Network
  • Call-only ads only let people call the business

The correct answer is:

  • Call-only ads only let people call the business

 

You have a budget of £75 per day for your client’s Search campaign, and you’d like to set a maximum cost-per-click (max. CPC) bid of £1. How can you validate that this is the right bid amount for getting the most clicks?

  • Try various CPC amounts to determine the average
  • Bid across multiple groups to determine the average
  • Use bid simulators to see CPC estimates
  • Raise your max. CPC to £3 to cover possible competitive bids

The correct answer is:

  • Use bid simulators to see CPC estimates

Explanation: AdWords bid simulators help you see how different bids might change your ads’ weekly performance. The bid simulators collect and analyze data from ad auctions on the Search Network and the Display Network while considering information such as Quality Score, keyword traffic, and competition in the ad auction. The tools use this information to estimate how your ads might have performed in terms of key metrics like cost, impressions, clicks, and conversion volume.

 

According to 2015 Google Trends data, which term would consumers on mobile phones be most likely to type in a search engine?

  • Shoe stores near me
  • Shoe store addresses
  • Shoe store sales
  • Great shoe stores

Explanation: When research is done and people are ready to buy, mobile bridges the gap. More than half of back-to-school apparel shoppers use a smartphone while shopping to get price comparisons, inventory availability, or directions.8 We’ve also seen that local searches are increasing exponentially because people use mobile devices to find stores nearby.

Specifically during back-to-school season, search interest in “shoe stores near me” spiked in August for the last two years in a row, and it more than doubled year over year.9 Compare that to “shoe store locations” searches, which are declining.

 

High quality ratings for an ad can:

  • increase its average cost-per-click (avg. CPC) bid
  • be achieved with an increase in bid
  • improve its position
  • increase how often people click on it

The correct answer is:

  • improve its position

Explanation: Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.

 

Which statement about ad extensions isn’t true?

  • They show additional information about a business
  • They tend to improve an ad’s visibility
  • They often appear below the organic search results
  • They can help improve clickthrough rate

The correct answer is:

  • They often appear below the organic search results

Explanation: Ad extensions often increase your total number of clicks by improving the clickthrough rate (CTR) of your ads. They provide valuable ways for users to learn more about your business or interact with your ad, such as making a phone call to your business or providing more links to your website.

 

With call extensions, a customer who searches for Thai food on her mobile phone can see an ad for a Thai restaurant, along with a phone number, and make the call with one click. How is that priced?

  • The same as when someone clicks on an ad
  • Flat fee, based on the caller’s phone model
  • Negotiated in advance, with bulk discounts
  • By the minute, based on the length of the call

The correct answer is:

  • The same as when someone clicks on an ad

Explanation: You’re charged as usual for clicks on your ad, as well as for certain interactions that extensions provide. For example, you’re charged for clicking on a download button (app extensions), on a call button (call extensions), on a directions icon (location extensions), and so on.

 

Return on investment (ROI) information can help you manage a client’s campaign by helping you determine how to:

  • adjust your client’s budget
  • optimize your client’s keywords
  • optimize your client’s ad text
  • All of the listed answers are correct

The Correct answer is

  • All of the listed answers are correct

 

If you choose a target cost-per-acquisition (CPA) of £15, AdWords will automatically adjust your bids to try to get as many conversions at what amount, on average?

  • £18
  • £45
  • £30
  • £15

The correct answer is:

  • £15

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

 

If you want to target ads to only people who speak Spanish, you can:

  • write your ad and keywords in Spanish and target the Spanish language
  • have Google translate your ad and keyword into Spanish
  • in your ad text, make a reference to Spanish speakers
  • write your ad and keywords in English and target the Spanish language

The correct answer is:

  • write your ad and keywords in Spanish and target the Spanish language

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. Language targeting allows you to choose the language of the sites that you’d like your ads to appear on.

if you have the keyword λουλούδια (Greek for flowers) in a campaign that targets the Greek language, your ad will be eligible to appear whenever a customer searches for λουλούδια, even if the customer’s interface language is set to English.

 

According to Google data, after seeing an ad on their smartphone, more than half of people:

  • do a mobile search
  • go to a store and buy the product
  • go to the company’s website and buy the product
  • send a text

The correct answer is:

  • do a mobile search

Explanation: It’s not just about seeing the ad. But even if people want to know, do, go or buy, they turn to their smart phone. It is officially confirmed that there are more searches on mobile than desktop.

 

Obi added a sitelink extension to her text ad and and wants it to show as often as possible. What’s the best way to achieve this?

  • Raise her maximum cost-per-click (max. CPC)
  • Lower her maximum cost-per-click (max. CPC)
  • Add a second type of extension
  • Lower her Ad Rank

The correct answer is:

  • Raise her maximum cost-per-click (max. CPC)

Explanation: Maximize Clicks is an automated bid strategy that sets your bids to help get as many clicks as possible within your budget. AdWords focuses on increasing clicks for any set of keywords, ad groups, or campaigns while spending a target amount. If you don’t specify a target spend amount, AdWords will attempt to use the remaining daily budget of any campaigns using this bid strategy.

 

Dynamic search ads would be most helpful for:

  • Websites with hundreds or thousands of products, services, or listings that frequently change.
  • Moving an ads position dynamically in whatever direction a users eyes are looking.
  • Campaigns that need to reduce exposure on competitive keywords.
  • A local restaurant with a dynamically changing menu that offers fresh new entrees every few months.

The correct answer is:

  • Websites with hundreds or thousands of products, services, or listings that frequently change.

Explanation: Businesses with websites that contain a lot of content or well-structured URLs will see the best results from using Dynamic Search Ads. Here are some additional examples of the types of businesses that are a good fit for using this campaign type:

  • Your website features different products or
  • You sell seasonal product lines or other offerings, or you’re expanding your business to new

 

To optimize a client’s campaign to get the most out of her mobile advertising, you can:

  • set shorter conversion windows to capture users who convert after researching on multiple devices
  • set a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data
  • edit the campaign’s ad text to include information about how customers can purchase her product on their computers
  • use the maximize clicks flexible bidding strategy to increase the number of clicks her ads get from users viewing her ads on mobile devices

The correct answer is:

  • set a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data

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

 

Hannah is having a sale. In her ads, she wants to include the amount of time left in the sale. What’s the best way to do this?

  • Use the “Countdown” function
  • Note the sale end date in the text
  • Insert the AdWords clock icon in each ad
  • use the “Sale duration” function

The correct answer is:

  • Use the “Countdown” function

Explanation: This is Time-sensitive calls to action. The COUNTDOWN function can say that time’s running out to take advantage of a promotion.

Customizers with a COUNTDOWN function include arguments, or directions, for that function within parentheses (like this). The customizer {=COUNTDOWN(Discounts.CountdownDate,’fr’)}, for example, includes a COUNTDOWN function with 2 arguments.

 

Jonathan, who has a Bay Area sailing excursion business, notices that his text ads show below a competitor’s in search results when people enter keywords like “sailing excursions on San Francisco Bay.” Which automated bid strategy could help him attain the top position?

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

The correct answer is:

  • Target outranking share

Explanation: “Target outranking share” is a type of portfolio bid strategy that automates bidding across multiple campaigns, ad groups, and keywords to help your ads outrank ads from another domain.

 

A new coffeehouse downtown would like to run an “afternoon espresso” promotion to increase sales during the afternoon hours on weekdays. Which AdWords feature is most effective for preventing their search ads from appearing at night or on weekends?

  • Managed placements
  • Automatic bidding
  • Custom ad scheduling
  • Keyword Planner

The correct answer is:

  • Custom ad scheduling

Explanations: 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.

 

Keyword Planner can do all of these things except:

  • suggest keywords and ad groups that may not have occurred to you
  • multiply keyword lists together
  • provide Quality Score estimates and validate keywords
  • provide historical statistics on search volume

The correct answer is:

  • provide Quality Score estimates and validate keywords

Explanation: Keyword Planner is a free AdWords tool for new or experienced advertisers that’s like a workshop for building new Search Network campaigns or expanding existing ones. 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.

 

An advertiser wants to improve the position of ads on Google but isn’t willing to raise bids. What else could increase Ad Rank?

  • Lower bids on keywords with a low clickthrough rate (CTR)
  • Change keyword match types from exact match to phrase match
  • Make changes to improve the components of Quality Score
  • Review impression share data to identify missed opportunities

The correct answer is:

  • Make changes to improve the components of Quality Score

Explanation: 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.

 

You have an online electronics business and you’ve set up an ad group for digital cameras. What keywords could make this ad group as effective as possible?

  • Brand names of your top competitors’ cameras
  • Words from headlines on your website, like “electronics” and “sale on cameras”
  • General phrases related to photography, like “camera lens” and “camera base”
  • Words in your ad text, like model names of digital cameras

The correct answer is:

  • Words in your ad text, like model names of digital cameras

Explanation: Keywords in your ad text show your ad’s relevance to what people want. For example, if you’ve included digital cameras as a keyword, your ad headline could be “Buy Digital Cameras.”

 

According to Google data, 70% of mobile searchers who’ve recently made a purchase have:

  • clicked to call a business from the search results page
  • visited a business’s website from the search results page
  • called a similar business from their phone
  • saved a business as a contact on their phone

Explanation: Phone calls are still an important channel for research and purchasing, with 70% of mobile searchers reporting they click to call directly from the search results to connect with a business. In fact, Google ads drive over 40 million calls each month.

 

One factor the AdWords system uses to calculate an ad’s actual cost-per-click (CPC) is the:

  • actual cost-per-click (CPC) of the ad showing one position lower on the page.
  • location targeting of the ad showing one position lower on the page.
  • cost-per-thousand impressions (CPM) of the ad showing one position lower on the page.
  • Ad Rank of the ad showing one position lower on the page.

The correct Answer is:

  • actual cost-per-click (CPC) of the ad showing one position lower on the page.

 

  1. One factor the AdWords system uses to calculate an ad’s actual cost-per-click (CPC) is the:

cost-per-thousand impressions (CPM) of the ad showing one position lower on the page

maximum CPC bid of the ad showing in the #1 position on the page

location targeting of the ad showing one position lower on the page

maximum CPC bid of the ad showing one position lower on the page

 

Which lets you change keywords, campaigns, ads, ad groups, and product groups?

  • Category editor
  • Bulk edits
  • Campaign editor
  • Revision tool

The correct answer is:

  • Bulk edits

Explanation: “Bulk editing” means editing more than one thing in your account at a time. Using bulk editing helps you save time by simultaneously updating multiple items in one campaign, or across multiple campaigns.

 

A furniture store owner is creating her first AdWords campaign. What’s the best way to group her products?

  • Separate them in ad groups with themes like sofa beds, king-size beds, and queen-size beds
  • Separate them in ad groups based on what she thinks will sell best on the Search vs. the Display Network
  • Group them in a single ad group
  • Create a new campaign for every bed she sells in her store

The correct answer is:

  • Separate them in ad groups with themes like sofa beds, king-size beds, and queen-size beds

Explanation: For each ad group, pick a narrow theme and create ad groups around that theme. For each ad group, use keywords related to that theme. Consider also having your ads mention at least one of your keywords in its headline. This is because when someone searches for a term that matches your keyword, and they see one ad that mentions the keyword and another ad that doesn’t mention the keyword, they are more likely to think that the first ad is more relevant to what they’re searching for.

 

You can add a “+”modifier in front of the words in a broad match keyword to:

  • specify that someone’s search must include certain words or their close variations
  • indicate that this keyword should be dynamically inserted in your ad text
  • specify that certain words and their close variants be prioritized
  • override a negative keyword with a positive one

The correct answer is:

  • specify that someone’s search must include certain words or their close variations

Explanation: By adding a modifier, your ads can only show when someone’s search contains those modified terms, or close variations of the modified terms, in any order. The modifier won’t work with phrase match or exact match keywords.

Unlike broad match keywords, modified broad match keywords won’t show your ad for synonyms or related searches. For this reason, it adds an additional level of control. Using broad match modifier is a good choice if you want to increase relevancy even if it means you might get less ad traffic than broad match.

 

You have a friend starting her first AdWords campaign. What would you suggest about how to choose keywords?

  • Set a theme for each campaign and choose related keywords
  • Keep each keyword to a single word, rather than a phrase
  • Set a theme for each ad group and choose related keywords
  • Include more than 50 keywords in 1 ad group

The correct answer is:

  • Set a theme for each ad group and choose related keywords

Explanation: To show more relevant ads to potential customers, group your keywords and ads into ad groups based on your products, services, or other categories.

 

An advertiser implements target cost-per-acquisition (CPA) bidding and notices that the campaigns are receiving fewer conversions. What could help increase the number of conversions?

  • Increase the target CPA bid
  • Set the campaign budget to a 30-day cycle
  • Specify the bid amount for each individual campaign
  • Try a different automated bid strategy

The correct answer is:

  • Increase the target CPA bid

Explanation: Your target CPA might be too low. You may want to compare your target CPA to the historical average CPA of your campaign. If your target CPA is significantly below your historical average CPA, your target CPA may not be attainable while maintaining reasonable levels of traffic, and you should consider raising your target.

You are tracking conversions in a budget-constrained campaign. If you raise CPC bids within the budget constraint, which result is most likely?

  • Receive more conversions while paying more on average per conversion.
  • Receive fewer conversions while paying more on average per conversion.
  • Receive more conversions while paying less on average per conversion.
  • Receive fewer conversions while paying less on average per conversion.

The correct answer is:

  • Receive fewer conversions while paying more on average per conversion.

Explanation: A campaign that’s limited by budget can still be successful and help you meet your business goals. But there might be opportunities to gain more exposure if you’re able to increase your budget. If you use manual cpc bidding in budget constrained campaign, you have to devote time to manage keywords and placement bids where the conversion is more likely to happen.

 

Maria would like to target people who’ve already browsed her online clothing boutique by offering them a 10% discount on their first purchase. What tool should she use to reach these people on the Search Network?

  • Flexible bidding
  • Dynamic search ads
  • Remarketing lists for search ads
  • Retargeting lists for text ads

The correct answer is:

  • Remarketing lists for search ads

Explanation: Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they’re searching on Google and search partner sites.

 

Which ad rotation setting shows all ads in an ad group, even those with a lower clickthrough or conversion rate?

  • Optimize for clicks
  • Rotate evenly
  • Optimize for conversions
  • Rotate randomly

The correct answer is:

  • Rotate evenly

Explanation: The rotate evenly setting delivers your ads more evenly into the ad auction. In general, rotating evenly allows ads with lower clickthrough rates and conversion rates to show more often, so this option could result in a lower average position or fewer clicks and conversions.

 

How does target cost-per-acquisition (CPA) bidding determine the optimal cost-per-click (CPC) bid?

  • It uses conversion history to set higher bids when a conversion is more likely
  • It sets CPC bids as one-tenth of the current CPA bid setting
  • It bids a static CPC value based on the current maximum CPC settings
  • It adjusts CPC bids based on existing bid adjustments

The correct answer is:

  • It uses conversion history to set higher bids when a conversion is more likely

 

Jose has a limited AdWords budget, and his ads aren’t showing as often as he wants. How might he improve results without spending more money on the campaigns limited by budget?

  • Replace his 3 most expensive keywords with lower-priced keywords
  • Slightly lower bids
  • Choose accelerated instead of standard delivery
  • Slightly raise bids

The correct answer is:

  • Slightly lower bids

Explanation: While counter-intuitive, slightly lowering your bids in campaigns that are marked “limited by budget” could potentially help you earn more clicks. Lowering bids for budget-constrained campaigns could reduce the average amount you pay when someone clicks your ads, with the potential for your budget to go further and get more clicks.

 

You’re the account manager for a client who wants to increase reservations at her boutique hotel. You’ve been manually managing the bids for her campaigns, and you’re looking for ways to save time and optimize. How can you most effectively do this?

  • Create 2 separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply maximize click bidding to each campaign
  • Continue to manually set the bids to focus on driving clicks to the site in order to drive conversions
  • Create 1 campaign and apply target search page location bidding to drive visibility and reservations
  • Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA

The correct answer is:

  • Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA

Explanation: Target CPA automatically sets Search or Display bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. Some conversions may cost more or less than your target. Target CPA bidding is available as either a standard strategy in a single campaign or portfolio bid strategy across multiple campaigns and ad groups. Target CPA bidding was previously referred to as “Conversion Optimizer.”

 

According to Google data, among consumers who conduct a local search on their smartphone, how many then visit a store within a day?

  • About 50%
  • About 10%
  • Nearly everyone who’s ready to buy
  • About 20%

The correct answer is:

  • About 50%

Explanation: 50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same.More than 60% of  consumers have used location information in ads. They say it’s important to have store address and phone number in ads on computer/tablet, and directions and the call button in ads on smartphone.

 

Dustin wants to write a great text ad that will get people’s attention when they’re searching on Google. What should he do to generate the most clicks?

  • Put special characters in the ad headline
  • Put the ad headline in all capital letters
  • Include his keywords in the ad text
  • Include his business address in the ad text

The correct answer is:

  • Include his keywords in the ad text

Explanation: Keywords in your ad text show your ad’s relevance to what people want. For example, if you’ve included digital cameras as a keyword, your ad headline could be “Buy Digital Cameras.”

 

You manage the campaigns for a baby stroller manufacturer that sells its products online and through large retailers. To calculate the total profits from these campaigns, you should:

  • estimate revenue based on online sales, factor out gross margins, and subtract AdWords costs
  • estimate revenue based on the value of click, factor out gross margins, and subtract AdWords costs
  • estimate revenue based on the value of an AdWords customer, factor out gross margins, and subtract AdWords costs
  • estimate revenue based on in store sales, factor out gross margins, and subtract AdWords costs

The correct answer is:

  • estimate revenue based on the value of an AdWords customer, factor out gross margins, and subtract AdWords costs

Formula that calculates total profits from AdWords: First, understand the full value of each AdWords customer. Estimate her total lifetime purchases, for all conversion types (on and off the web) and including any word-of-mouth referrals she may make. Make reasonable assumptions about the value of each factor and total them to estimate revenue. Then factor out gross margins and subtract AdWords cost to get total profit.

Your average bid is £10 and you’ve enabled enhanced cost-per-click bidding (ECPC). Assuming you haven’t set any bid adjustments, ECPC can raise your bid to which amount when AdWords sees an auction that’s more likely to lead to a sale?

  • £13
  • £11
  • £12
  • £14

The correct answer is:

  • £13

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. ECPC does a similar job for your AdWords ads. It’s a bidding feature that looks for ad auctions that are more likely to lead to sales for you, and then raises your max CPC bid up to 30% (after applying any bid adjustments you’ve set) to compete harder for those clicks. ECPC factors in real-time details such as device, browser, location, and time of day to adjust your bids during each ad auction.

 

If your campaign’s daily budget is £20, how much of your budget can be spent to show your ads on certain days, based on fluctuations in traffic?

  • Up to US£24
  • Up to US£21
  • Up to US£30
  • Up to US£20

The correct answer is:

  • Up to US£24

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).

 

How would you explain the importance of ad impressions to a client who’s concerned that her Search Network campaign is generating impressions but no clicks?

  • They can help her calculate how often someone clicked on her ad and then converted
  • They can help her evaluate how engaging her ad is to potential customers
  • They can give her an idea of how often someone clicked on her ad
  • They can give her an idea of how often her ad is shown to potential customers

The correct answer is:

  • They can give her an idea of how often her ad is shown to potential customers

Explanation: Impressions show you how often your ad is shown on a search result page or other site on the Google Network. Impressions can be especially important in branding campaigns because they represent how many customers actually laid eyes on your ad.

 

Blake is selling baseball caps and using conversion tracking. What information might he learn from the conversion tracking data?

  • Lots of his site visitors are signing up for his baseball trivia newsletter
  • Lots of his site visitors are 49ers fans
  • Most of his customers are watching a ballgame when they visit his site
  • Most people clicking on his ad already own at least 1 baseball cap

The correct answer is:

  • Lots of his site visitors are signing up for his baseball trivia newsletter

Explanation: Conversion tracking is a free tool that shows you what happens after a customer clicks on your ads — whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app. When a customer completes an action that you’ve defined as valuable, these customer actions are called conversions.

 

Megan enabled target cost-per-acquisition (CPA) bidding in all six of her campaigns. How can she tell if it’s improving her campaign performance?

  • Compare average CPA and conversion rate before and after using target CPA bidding
  • Enable and disable target CPA bidding every other day to observe differences
  • Install a new conversion tracking code
  • Monitor overall changes in clicks received

The correct answer is:

  • Compare average CPA and conversion rate before and after using target CPA bidding

Explanation: Your target CPA might be too low. You may want to compare your target CPA to the historical average CPA of your campaign. If your target CPA is significantly below your historical average CPA, your target CPA may not be attainable while maintaining reasonable levels of traffic, and you should consider raising your target.

 

Which allows advertisers to automate AdWords reporting and campaign management?

  • Use of Structured Query Language (SQL) server reporting services
  • Execution of multiple reporting tasks from multiple computers
  • Execution of repetitive Data Mining Extensions (DMX) queries
  • Use of an AdWords Application Programming Interface (API) web service

The correct answer is:

  • Use of an AdWords Application Programming Interface (API) web service

Explanation: The Google AdWords API lets developers build applications that interact directly with the Google AdWords server. With these applications, advertisers and third parties can more efficiently and creatively manage their large or complex AdWords accounts and campaigns.

The API is flexible and functional — you can use it to build an application that meets your needs. Using the API, you can:

  • Automatically generate keywords, ad text, landing pages, and custom
  • Integrate AdWords data with your inventory system to manage campaigns based on
  • Develop additional tools and applications to help you manage

 

Which report and metric should you analyze to see how often your client’s ads are showing above search results in comparison with other advertisers?

  • Top of page rate metric from the Auction insights report
  • Average position metric from the top mover report
  • Ad average position metric from the paid and organic report
  • Ad group data that you customize with the report editor

The correct answer is:

  • Top of page rate metric from the Auction insights report

Explanation: The Auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are. This information can help you make strategic decisions about bidding and budgeting choices by showing you where you’re succeeding and where you may be missing opportunities for improved performance. The Auction insights report is available for both Search and Shopping campaigns.

 

You can use the AdWords Application Programming Interface (API) to:

  • integrate AdWords data with your inventory system
  • integrate AdWords data with multiple manager accounts
  • override AdWords functions you don’t need
  • integrate data about competitors into your account

The correct answer is:

  • integrate AdWords data with your inventory system

Explanation: The API is flexible and functional — you can use it to build an application that meets your needs. Using the API, you can:

  • Automatically generate keywords, ad text, landing pages, and custom reports.
  • Integrate AdWords data with your inventory system to manage campaigns based on stock.
  • Develop additional tools and applications to help you manage accounts.

 

Daley is managing multiple Adwords accounts for a grocery store chain and using conversion tracking. What might make her daily Adwords tasks simpler?

  • Using 1 conversion code snippet with cross-account conversion tracking
  • Setting up automated conversion rules for both accounts
  • Combining the accounts for streamlined reporting
  • Using multiple conversion code snippets with single-account conversion tracking

The correct answer is:

  • Using 1 conversion code snippet with cross-account conversion tracking

Explanation: If you have multiple AdWords accounts, you can track conversions across all of those accounts—hundreds of accounts, if you’d like—using a single conversion code snippet (also called a “tag”). This is possible with cross-account conversion tracking.

 

Which is a best practice for writing an effective text ad?

  • Use all capital letters in the headline
  • Make sure the headline wraps to two lines
  • Capitalize the first letter of each word in the headline
  • End the headline with an exclamation point

The correct answer is:

  • Capitalize the first letter of each word in the headline

Which best describes the relationship between maximum cost-per-click (CPC) bids and Ad Rank?

  • An increased CPC bid leads directly to a small increase in Ad Rank.
  • CPC bid only affects Ad Rank on the Search Network.
  • An increased CPC bid leads directly to a large increase in Ad Rank.
  • CPC bid is one factor that affects Ad Rank.

The correct answer is:

  • CPC bid is one factor that affects Ad Rank.

Explanation: The main components of your Ad Rank are your bids and the quality of your ads and website. Google also incorporate the expected impact from your extensions and other ad formats when computing your Ad Rank. When estimating the expected impact of extensions and ad formats, Google consider such factors as the relevance, clickthrough rates, and the prominence of the extensions or formats on the search results page. So even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords, ads, and extensions.

 

If an advertiser has the same keyword in two different ad groups, the one to win a given auction will be the keyword with the:

  • highest maximum cost-per-click (CPC) bid.
  • most historical data in the account.
  • best Quality Score.
  • highest Ad Rank.

The correct answer is:

  • highest Ad Rank.

Explanation: When several broad match keywords in your ad group broadly match a search term, the system will prefer to use the keyword with the highest Ad Rank.

 

You manage the campaigns for a client that runs a wine tour business in Florence. The ads have stopped showing on Google. If the budget is limited, what might help make sure the ads show?

  • Raise the target cost-per-acquisition (CPA) bid
  • Improve the quality of the campaigns’ keywords by making sure they’re relevant to the ads’ text and landing pages
  • Use target outranking share bidding
  • Use accelerated delivery to show the ads throughout the day to make sure that the entire budget isn’t spent in the morning

The correct answer is:

  • Improve the quality of the campaigns’ keywords by making sure they’re relevant to the ads’ text and landing pages

 

If you’re currently using text, display, and video ads but also want to more specifically control spending on ads that appear when someone searches on Google, which additional campaign type would you choose?

  • Search Network with Display Select
  • Search Network only
  • Display Network only
  • Display Network, advanced

The correct answer is:

  • Search Network only

Explanation: The question says that You are already using some type of campaign for text, display and video campaign. That certainly can be only Display Campaign. Now you are being asked to choose additional campaign type for controlling the spends ads that appear when someone searches on Google. It is surely “Search Network Only” campaign.You may get confuse with “Search Network with Display Select” but think at this aspect once that if you already have a “Display Network” campaign the creating Search Network only is better option than the “Search Network with Display Select”.

 

A florist is advertising five types of flowers, including red roses. When a user types the phrase “red roses” into Google, the advertiser’s ad is displayed and clicked on. Which landing page is more likely to convert to a sale?

  • The homepage that displays all five types of flowers
  • The page on the site where users can register as “frequent shoppers”
  • The page on the site that displays only roses
  • The “Contact Us” page of the site

The correct Answer is:

  • The page on the site that displays only roses

A florist is advertising 5 types of bouquets, including those with roses. Which landing page is more likely to convert to a sale when someone searches on “roses”?

  • The home page, showing 5 types of bouquets that include roses
  • The “Contact us” page
  • The page on which people can sign up for coupons
  • The page showing rose bouquets

Explanation: Landing page experience refers to how good we think someone’s experience will be when they get to your landing page (the web page they end up on after clicking your ad). You can improve your landing page experience by:

  • providing relevant, useful, and original content,
  • promoting transparency and fostering trustworthiness on your site (for example, by explaining your products or services before asking visitors to fill out forms sharing their own information),
  • making it easy for customers to navigate your site (including on mobile sites), and
  • encouraging customers to spend time on your site (for example, by making sure your page loads quickly so people who click your ad don’t give up and leave your site prematurely).

 

Data shows that your client’s ad that appears to people in San Francisco gets 120 conversions at a cost of £1200 and cost-per-acquisition (CPA) of £10, while ads showing in Houston get 70 conversions at a cost of £1400 and CPA of £20. If you have a CPA goal of £12, what bid adjustment would you set for each location?

  • +40% for San Francisco, -40% for Houston
  • +40% for San Francisco, -20% for Houston
  • +20% for San Francisco, -20% for Houston
  • +20% for San Francisco, -40% for Houston

The correct answer is:

  • +20% for San Francisco, -40% for Houston

Explanation: Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search. For example, sometimes a click is worth more to you if it comes from a smartphone, at a certain time of day, or from a specific location.

 

You want to see how raising your client’s target cost-per-acquisition (CPA) might affect his ad performance. Which tool could help?

  • Target CPA Planner
  • Target CPA Simulator
  • Target Bid Simulator
  • Keyword Simulator

The correct answer is:

  • Target CPA Simulator

Explanation: The Target CPA Simulator shows you how changes to your target cost-per-acquisition (target CPA) might affect your ad performance. Find it on the Campaigns tab or in the Shared library.

 

An advertiser attempts to enable target cost-per-acquisition (CPA) bidding but the option isn’t available. The most likely reason is that the advertiser:

  • has fewer than 15 conversions in the last 30 days
  • has fewer than 5 conversions in the last 15 days
  • is using Google Analytics
  • is using another automated bid strategy

The correct answer is:

  • has fewer than 15 conversions in the last 30 days

Explanation: Conversion Optimizer (CPA Bidding) is only available for campaigns that have implemented conversion tracking and have received at least 15 conversions in the last 30 days. But Google recommends that you have at least 30 conversions in the past 30 days. It also helps if your ad group or campaign has received conversions at a similar rate for at least a few days.

 

Search terms report data shows that people who click on ads promoting your prescription glasses were searching for terms like “wine glasses” and “drinking glasses.” Which might you add as negative keywords to prevent your ads from showing on such searches?

  • “prescription” and “glasses”
  • “drinking” and “glasses”
  • “wine” and “drinking”
  • “glasses” and “wine”

The Correct answer is

  • “wine” and “drinking”

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.

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.

 

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