CertificationAnswers

 

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

 

Explanations:

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. Keep in mind that your actual CPC may exceed your max. CPC if, for example, you’ve enabled Enhanced CPC or if you’ve set a bid adjustment.

 

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).

Read more here: https://support.google.com/adwords/answer/2464960

 

 

 

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

 

Explanation:

 

Ad and keyword tracking in AdWords relied on a destination URL that contained both your landing page URL and any tracking information you used. In July, we replaced the “Destination URL” field with two separate fields to make it easier to use tracking in your ads: One field for your ad’s final landing page URL, called “Final URL”, One field for tracking information, called “Tracking template”

Read more here: https://support.google.com/adwords/answer/6305348

 

 

 

The owners of a coffeehouse would like to run an “afternoon espresso” promotion to increase sales on weekdays. Which Google Ads feature would be most effective for preventing their search ads from appearing at night and on weekends?

 

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

 

Explanations:

 

For campaigns with “All features” enabled, you can use the ad schedule to: Specify certain hours or days of the week when you want your ads to show. Set bid adjustments to increase or decrease your bids for specific days and times. By default, your AdWords campaigns are set to “Show ads all days and hours.” This means your ads are eligible to appear throughout each calendar day. Keep in mind that if no one searches for your keywords at the specified time or day you scheduled, your ads are not going to show.

 

You may want your ad to show whenever a customer searches online. Or perhaps you only want to show your ad on certain days, or during business hours when you’re there to handle customer inquiries.

This article explains how ad scheduling works. You can use the ad schedule to:

• Specify certain hours or days of the week when you want your ads to show.
• Set bid adjustments to increase or decrease your bids for specific days and times.

By default, your AdWords campaigns are set to show ads “All day.” This means your ads are eligible to appear throughout each calendar day. Keep in mind that if no one searches for your keywords at the specified time or day you scheduled, your ads are not going to show.

You can read more here: https://support.google.com/adwords/answer/2404244

 

 

 

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 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 help her calculate how often someone clicked on her ad and then converted

 

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

 

Explanation:

 

An impression is counted each time your ad is shown on a search result page or other site on the Google Network. Little confusing question as you need impressions data to calculate CTR for example. However the most direct answer is no 3.

 

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.

Read more here: https://support.google.com/partners/answer/6172653?hl=en

 

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

 

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

 

Explanation:

Your actual cost-per-click (actual CPC) is the final amount you’re charged for a click. You’re often charged less — sometimes much less — than your maximum cost-per-click (max. CPC) bid, which is the most you’ll typically be charged for a click. 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. Keep in mind that your actual CPC may exceed your max. CPC if, for example, you’ve enabled Enhanced CPC or if you’ve set a bid adjustment.

 

 

 

Executives at a small e-commerce company are debating Google Ads 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?

 

 

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

 

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.