CertificationAnswers

How might an advertiser compare, over time, two campaign metrics such as “cost per conversion” and “cost”?

 

 

• A) Run an impression share report and select to display the two metrics.
• B) Filter all keywords with an average position greater than three.
• C) Select the two metrics in “Graph options” on the Campaigns tab.
• D) Search the account for keywords with high average cost-per-click (CPC) bids.

 

Explanation: You can compare two metrics using the drop-down menus just above the graph on the left. Click each drop-down menu and select the metric you’re interested in. For example, if you wanted to gauge the effectiveness of a particular keyword, you could choose to view impressions and clicks at the same time.

You can read more here: https://support.google.com/partners/answer/2454067?hl=en

An advertiser wants to increase the position of an ad on Google, but is not willing to raise bids to accomplish this goal. What else should the advertiser do in an attempt to increase Ad Rank?

 

 

• Change keyword match types from exact match to phrase match.
• Make changes to improve the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience).
• Lower bids on keywords with high clickthrough rates (CTRs).
• Review Impression Share report data to identify missed opportunities.

An advertiser has several keywords set to broad match and would like to see the actual search queries that triggered his ads. This information can be found in the:

 

 

• A) Ads tab of a specified group.
• B) Ad extensions tab.
• C) Opportunities tab.
• D) “Details” drop-down menu on the Keywords tab.

 

You can read more here: https://support.google.com/adwords/answer/2472708?hl=en

You’re running a Search campaign for an accounting software provider that wants to estimate lifetime customer value as a primary benchmark for performance. They charge $10/mo for Basic service and $20/mo for Pro. Which formula best describes their average lifetime customer value across all service offerings?

 

 

• A) ($10)*(% Basic customers)*(Basic average lifetime in months) + ($20)*(% Pro customers)*(Pro average lifetime in months)
• B) ($10)*(% Basic customers) + ($20)*(% Pro customers)
• C) ($10+$20)*(% Basic customers)*(Basic average lifetime in months)/($20)*(% Pro customers)*(Pro average lifetime in months)
• D) ($10*$20)(Total monthly conversions)/(Total customer count)

 

Explanation: Life time value cannot be decided in months or years. There is no way to determine how long your customer will keep using your service.

You can read more here: https://support.google.com/partners/answer/2796446?hl=en

Advertisers can provide physical address information about their businesses through Google My Business accounts. Ads that include this type of information are eligible to show on:

 

 

• A) mobile devices with GPS enabled only.
• B) Google Maps only.
• C) any networks selected in the campaign’s settings.
• D) Google search only.

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

cost-per-thousand impressions (CPM) of the ad showing one position lower on the page

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

location targeting of the ad showing one position lower on the page

maximum CPC bid of the ad showing one position lower on the page

or:

 

• A) actual cost-per-click (CPC) of the ad showing one position lower on the page.
• B) location targeting of the ad showing one position lower on the page.
• C) cost-per-thousand impressions (CPM) of the ad showing one position lower on the page.
• D) Ad Rank 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.