CertificationAnswers

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

March 3, 2017 By CertificationAnswers

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

Explanations:

Broad match modifiers let you target searches that include at least one of your keywords. This can help increase how relevant your traffic is to your ads, and improve your clickthrough (CTR) and conversion rates.

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.

https://www.youtube.com/watch?v=kfJ6G2ElqJ0

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?

March 3, 2017 By CertificationAnswers

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?

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
Decrease the target cost-per-acquisition (CPA) for the campaigns from US$15 to US$10 to drive an increase in profit per customer
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

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.

Which is a best practice for creating a mobile-preferred ad?

March 3, 2017 By CertificationAnswers

Which is a best practice for creating a mobile-preferred ad?

Use the same format and content as you’d use for a laptop ad

Integrate mobile Flash video ads

Use a mobile-optimized landing page

Put your most important information in the second line of ad text

Explications:

Mobile-optimized sites make life easier for mobile users. A mobile-friendly display URL signals to the user that they should expect an enjoyable mobile experience.
Read more here: https://support.google.com/adwords/answer/6373216

https://www.youtube.com/watch?v=wMd0Eh0HNAU

Small-business owner Marcos set up his AdWords campaign by thinking of “obvious” keywords off of the top of his head. What’s one way he might improve them?

March 3, 2017 By CertificationAnswers

Small-business owner Marcos set up his AdWords campaign by thinking of “obvious” keywords off of the top of his head. What’s one way he might improve them?

Click the “Automatic keyword refresh” button

See the suggestions on the Opportunities tab

See the suggestions on the Keywords tab

Stick with the current keywords for 2 months to collect enough viable data

Explanations:

Opportunities tab — an entire section dedicated to helping you improve your campaigns. Think of the tab as a personal assistant who customizes opportunities for your account. It can help you discover new keywords, improve your bids and budgets, and more. People who’ve managed their AdWords account long enough to have developed some performance history should try the tab.

The Opportunities tab looks at your account’s performance history, your campaign settings, and Google search volume and trends, and automatically generates opportunities that could improve your performance.

With a business in an eligible country, call conversions help advertisers understand the value that calls from their ads are driving by counting calls of a minimum duration to a Google forwarding number as conversions.

March 2, 2017 By CertificationAnswers

With a business in an eligible country, call conversions help advertisers understand the value that calls from their ads are driving by counting calls of a minimum duration to a Google forwarding number as conversions.

True

False

Call conversions, which can be tracked by businesses in eligible countries, can help advertisers understand the value that calls from their ads are driving by counting calls of a minimum duration to a Google forwarding number as conversions

Explanations:

This can be understood with a following example. Let’s suppose a travel agent notices that she’s gotten more calls since adding call extensions, and wants to better understand this phone traffic. She turns on call reporting. Reviewing the data, she sees calls lasting more than two minutes tend to lead to sales, so she chooses to count those calls as conversions. Later, she sees that her conversions are coming from callers in the 717 area code, so she decides to target her ads to the corresponding region.

Google provides a unique phone number that’s displayed with your ads. If a potential customer calls this phone number (Not just arrive on website from any source), AdWords will route the call to your business phone number. You’ll then be able to see detailed reports about calls generated from your ads.

Call reporting—which runs on Google forwarding numbers—lets you measure the performance of your call extensions and call-only ads. You can track details like call duration, call start and end time, caller area code, and whether the call was connected. You also can count phone calls of a specified duration as conversions and use automated bidding strategies to increase the likelihood of conversions.

How it works

Call reporting—which is only available on the Search Network—uses Google forwarding numbers to measure the performance of your call extension or call-only ad. When you turn on call reporting, we’ll assign a Google forwarding phone number to your ad. That way, you’ll be able to see the details of your calls, and count them as conversions.

Here’s what happens when your ad runs with call reporting:

A customer taps your ad to call you. You’re charged for a click—the same CPC as if the customer were clicking on an ad that goes to your website.
The call goes to your business. Customers’ calls get routed through a Google forwarding number, which allows you to gather data about the call. So you can see who’s calling you, caller ID still works for calls routed through Google forwarding numbers (except in India).
You can review data about all the calls from your ads and optimize your campaigns based on that information.

Example

A travel agent notices that she’s gotten more calls since adding call extensions, and wants to better understand this phone traffic. She turns on call reporting. Reviewing the data, she sees calls lasting more than two minutes tend to lead to sales, so she chooses to count those calls as conversions. Later, she sees that her conversions are coming from callers in the 717 area code, so she decides to target her ads to the corresponding region.

About phone numbers

Whenever possible, Google forwarding numbers will share the same area code or prefix number as your business. Otherwise, a local number area code or prefix for your geographic region will be used instead. In some cases, a local Google forwarding number may not be available. When this happens, your ad will show a toll-free Google forwarding number instead. Google forwarding numbers are either toll-free, equivalent to a local number, or a local number.

Important: Since Google forwarding numbers associated with your call reporting are property of Google, they can change or be reassigned. For that reason, you can’t use your Google forwarding number outside of call reporting and website call conversion tracking.

Call reporting and performance

Google forwarding numbers may not show with desktop ads if your ad group isn’t getting a minimum number of clicks in a 4-week period. Your business phone number will be shown in that case. (There’s no minimum requirement for ads on mobile.)

AdWords shows call extensions only when you meet certain criteria.

https://www.youtube.com/watch?v=r23HnqO4Aw0

A successful AdWords text ad:

March 2, 2017 By CertificationAnswers

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

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.