CertificationAnswers

 

How would you determine the clickthrough rate (CTR) for a client’s search ads?

 

• Number of impressions divided by the average position

 

• Number of clicks accrued per day

 

• Number of impressions divided by the number of clicks

 

• Divide the Number of clicks the ad gets by the number of impressions it gets

 

Explanation:

CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 1000 impressions, then your CTR would be 0.5%.

Read more here: https://support.google.com/adwords/answer/2615875?hl=en

 

 

You’re reviewing the paid organic search report for a client who runs a Maui snorkeling tour business, and you see that her business appears only in organic search for queries such as “boat snorkeling tour” and “beachside snorkeling tour.” You can use this information to:

 

increase the budget for all of her campaigns that contain these queries as keywords

create 2 separate ad groups focused on boat and beachside snorkeling and include these queries as keywords

lower the budget for all of her campaigns that contain these queries as keywords

increase the bids for the keywords that include the terms “boat,” “snorkeling,” and “beachside”

 

Explanation:

You know that you can use AdWords reporting tools to see how often your ads are showing to potential customers, and which keywords are triggering those impressions. With the paid & organic report, you can also see how often pages from your website are showing in Google’s free organic search results, and which search terms triggered those results to show on the search results page.

This information helps you better understand how paid text ads and organic search results work together to help you reach people searching online, use the organic results to identify new,

potentially valuable keywords, and gain a holistic view of how your online presence is performing overall in terms of attracting views and clicks.

 

With the paid & organic report, you can also see how often pages from your website are showing in Google’s free organic search results, and which search terms triggered those results to show on the search results page. This information helps you better understand how paid text ads and organic search results work together to help you reach people searching online, use the organic results to identify new, potentially valuable keywords, and gain a holistic view of how your online presence is performing overall in terms of attracting views and clicks.”

Read more here: https://support.google.com/adwords/answer/3097241?hl=en

 

 

How might you explain to an account manager why she should identify how much a conversion costs when setting up conversion tracking for a client’s Search Network campaign?

 

Knowing the cost-per-conversion can help her better optimize the campaign’s keywords

Cost-per-conversion data can indicate whether her profit will increase

Knowing the cost-per-conversion can help her better optimize the campaign’s bids and budgets

Cost-per-conversion data can be compared with competitors’ cost-per-conversion data

 

Explanation:

You can assign monetary values to your conversions when setting up tracking to get detailed revenue information in your reports. Reviewing your total number of conversions and the value of these conversions can help you decide if you should increase your budget or make changes to your ad groups to attract more targeted visitors.

Read more here: https://support.google.com/Google Ads/answer/1722068?hl=en

 

 

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

 

Explanations:

 

As an advertiser, you want to track all the conversions that your AdWords campaigns drive, including those that begin on one device or browser and end on another. By using the “Include cross-device conversions” setting, you can include these conversions in your “Conversions” column and factor them into any automated bid strategy that you’ve set up.

 

Cross-device conversion is a part of “All Conversion”. People learn about your business across multiple devices and screens. All conversions helps you attribute your conversions — online, in-store visits, or over the phone — to the right campaign or ad group.

In order to measure cross-device conversion statistics, part of “All conversions,” Google use aggregated and anonymized data from users who have previously signed into Google services. This allows Google to provide advertisers with highly accurate and granular reporting on cross-device behavior without compromising user privacy. Google only show cross-device conversions when there’s enough data to make a highly accurate calculation. That means that to report this data, Google must have at least 95% confidence that the calculation is within 10% of the actual value.

Read more here: https://support.google.com/adwords/answer/3419678?hl=en

 

 

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”

 

 

Explanations:

 

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. With your location settings, you can target the geographic areas where your ads can appear. For example, if you own an e-commerce store in the United States and you want to target the state of California, you can use your location settings to do just that.

 

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.

Read more here: https://support.google.com/adwords/answer/1722038?hl=en

 

 

The majority of consumers want ads customized to their:

 

 

interests and hobbies

country or nationality

city, zip code, or immediate surroundings

age group

 

Explanation:

Google report shows that most people want ad customized to their immediate surroundings. Many online tutorials give you “interests and hobbies” as a correct answer, but it only seems legit. A correct answer is the first one.