CertificationAnswers

 

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

 

 

Explanations:

 

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. Target CPA is available as either a standard strategy in a single campaign or as a portfolio strategy across multiple campaigns and ad groups.

 

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.”

Read more here: https://support.google.com/adwords/answer/2979071

 

 

 

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

 

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.

Read more here: https://support.google.com/adwords/answer/112876?hl=en

 

 

 

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

 

 

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. This article explains how the portfolio “target outranking share” bid strategy works, what its settings are, and a few things to keep in mind when using this strategy.

 

Read more here: https://support.google.com/adwords/answer/6268616?hl=en

 

 

 

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”

 

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.

Read more here: https://support.google.com/Google Ads/answer/105671?hl=en

 

 

 

A successful Google Ads text ad:

 

 

• mentions at least 4 key selling points

 

• has a wrapping headline and at least 2 paragraphs of text

 

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

 

• talks about the advertiser’s reputation

 

 

Explanations:

 

Tell people what they can buy. Are you offering a service? Tell people how to contact you. Calls to action like purchase, call today, order, browse, sign up, or get a quote make clear what the next steps are.

 

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

Read more here: https://support.google.com/adwords/answer/1704392?hl=en

 

 

 

 

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

 

• **Free** shipping on LCDs

 

• 20-70% off LCD monitors

 

• Cheap, cheap, cheap monitors

 

• BUY affordable LCDs

 

Explanation:

 

Read more here: https://support.google.com/Google Ads/answer/1704392