CertificationAnswers

 

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

 

 

viewable cost-per-thousand-impressions (vCPM) bidding

 

target cost-per-acquisition (CPA) bidding

 

cost-per-day (CPD) bidding

 

cost-per-click (CPC) bidding

 

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. It uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for each and every auction.

 

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
Read more here: https://support.google.com/adwords/answer/2390684?hl=en

Source

 

 

 

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

 

Explanation:

 

The easiest way to start tracking information about your ads is by using ValueTrack parameters. ValueTrack parameters are a type of URL parameter you can add to your ads’ landing page URLs. These parameters collect information about the source of your ad clicks. ValueTrack tags must be used in URL’s not in ad text.
Here are some examples of content that Google doesn’t allow:

1. The promotion is incomprehensible or does not make sense
   • Examples: Gibberish ad text, overly generic or vague promotions, making ValueTrack tags visible in ad text, blurry image or video ad, blank or gibberish landing page content
2. The promotion doesn’t accurately reflect where the user is being directed
   • Examples: Using the display URL “www.google.com” but leading to a landing page with the URL “www.youtube.com,” using the keyword insertion feature in the top-level or second-level domain of your display URL like “www.{keyword}.com”
3. Promotions that do not name the product, service, or entity they are promoting, including animated ads that do not clearly display identifying information such as a product or company name, logo, or display URL on the final static frame (after the animation has ceased).
   • Examples: Not including identifying information, such as a product or company name, logo, or display URL in the promotion

Read more here: https://support.google.com/adwordspolicy/answer/6021546?hl=en

 

 

 

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. She should choose a landing page for the ad that features:

 

 

the entire new line of non-stick cookware

 

a specific pan within the new line

 

all non-stick cookware sold on the site

 

all cookware sold on the site

 

Explanation:

Landing page should be relevant to ads. If your goal is to promote entire line of non-stick cookware, you should choose a landing page with entire line creating good user experience.

 

 

 

What does remarketing allow you to do? (Choose 2)

 

 

Reconnect with people who have previously visited your website or mobile app by showing them relevant ads as they browse the web

 

Send client emails

 

See how many people bought your product after seeing the ad

 

Tailor your ads to users based on their previous actions on your website or app

 

Explanation:

 

Remarketing lets you show ads to the people who demonstrated their interest in what you offer with their visit to your site or app — it’s how you reconnect with great prospects as they browse the millions of sites and apps available on the Display Network. To show ads to people who have visited your desktop, mobile website, or app, add the remarketing global site tag and event snippets to your website.

Read more here:

• Open>> https://academy.exceedlms.com
• Course: AdWords Display Certification
• Topic: Remarket with the Display Network

 

 

 

 

In addition to partner websites, where can you display your ads on the Google Display Network? (Choose 2)

 

 

YouTube.com

 

Any mobile site or mobile app

 

Mobile sites that are part of the Google Display Network

 

google.com

 

 

Explanation:

 

The Display Network is a collection of websites—including specific Google websites like Google Finance, Gmail, Blogger, and Youtube—that show AdWords ads. This network also includes mobile sites and apps.
Read more here: https://support.google.com/adwords/answer/1704373

 

 

 

How does an extension work on a Display ad?

 

It extends the ad below the fold

 

It adds extra information, like a location or phone number

 

It extends the length of the ad placement

 

It adds a testimonial

 

Explanation:

AdWords shows one or more extensions with your ad when it calculates that the extension (or combination of extensions) will improve your performance, and when your Ad Rank is high enough for it to appear. Adding an extension won’t guarantee that it will show with your ad, but you can keep track of when your extensions are appearing on the Ad extensions tab. Since AdWords requires a minimum Ad Rank (factoring in your extensions) before showing extensions, you may need to increase your bid or your ad quality (or both) in order for your extensions to show.

 

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

Read more here: https://support.google.com/adwords/answer/2375499?hl=en