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Google Analytics Certification Exam Questions

April 29, 2016 By CertificationAnswers

Google Analytics Certification Exam Questions

Google Analytics Certification (GAIQ)

The Google Analytics individual qualification exam covers basic and advanced Google Analytics concepts. This includes topics such as 1) planning and principles, 2) implementation and data collection, 3) configuration and administration, 4) conversion and attribution, 5) reports, metrics, and dimensions.

90 minutes
70 questions
80% passing score
Validity period of 18 months

1.) What is an attribution model in Google Analytics?

A) the set of rules that determine which AdWords ads are credited with a conversion
B) the set of rules for assigning sessions to new vs returning users
C) the set of rules that determine how credit for sales and conversions is assigned to touchpoints in conversion paths
D) the set of rules for assigning specific interest categories to each session

2.) In the Multi-Channel funnel reports, which of the following metrics would be most useful in measuring how many conversions were initiated by Paid Search?

A) Assisted Conversion Value
B) Conversion Rate
C) First Interaction (Click) Conversions
D) non of these metrics

3.) How would you track visitors coming from an email or newsletter campaign?

A) By turning auto-tagging on
B) Analytics will track visits coming from any campaign automatically
C) By manaully tagging the destination urls of the campaign
D) It is not possible to track visitors coming from non adwords campaigns

4.) How would you track visitors coming from an email or newsletter campaign?

A) By turning auto-tagging on
B) Analytics will track visits coming from any campaign automatically
C) By manually tagging the destination urls of the campaign
D) It is not possible to track visitors coming from non adwords campaigns

5.) Which of the following is not a required parameter in the URL builder?

A) Campaign Name
B) Campaign Medium
C) Campaign Content
D) Campaign Source
E) All of these are required

6.) Google Analytics uses which model by default when attributing conversion values in non-Multi-Channel Funnel reports?

A) First Interaction model
B) Last Interaction model
C) Last Non-Direct Click model
D) Linear model

7.) Your company runs a holiday email campaign for the month of December to drive newsletter signups. Which of the following metrics would be the most indicator of the campaign’s success?

A) bounce rate
B) avg. session duration
C) pageviews
D) conversion rate

8.) Your company runs a holiday email campaign for the month of December to drive newsletter signups. Which of the following metrics would be the best indicator of the campaign’s success?

A) bounce rate
B) avg. session duration
C) pageviews
D) conversion rate

9.) What is a benefit of using Google Analytics for Remarketing?

A) You can target customers who have previously been to your site with customized creatives.
B) You can create remarketing lists without making any changes to your existing GA tag.
C) You can create remarketing lists based on custom segments and targets, for example, users who’ve been to your site more than once in a 30 day period.
D) A and C only
E) A, B, and C

10.) Which Analytics API allows you to access your Google Analytics account configuration data?

A) Core Reporting API
B) Embed API
C) Management API
D) You cannot access this data with an API

11.) You decide to run an email campaign that includes a link to your website. What would you need to do in order to track traffic to your site from this email campaign?

A) Email traffic will always appear as referral and cannot be tracked separately.
B) Email is a default medium in Google Analytics and will automatically appear in your reports.
C) Email traffic can be tracked using manual tagging with UTM parameters.

12.) Google Analytics can collect behavioral data from which systems?

A) E-commerce platforms
B) Mobile Applications
C) Online point-of-sales system
D) A and B only
E) A, B, and C

13.) Why would it be useful to assign a value to your goal in Google Analytics?

A) Assigning a goal value allows you to track revenue from your conversions.
B) Assigning a goal value allows you to compare goal conversions and measure changes and improvements to your site.
C) Assigning a goal value allows you to use the Funnel Visualization report to analyze the conversion funnel on your website.

14.) How would you determine the mobile ecommerce conversion rate for paid traffic (CPC)?

A) Go to Audience > Mobile > Overview. Add a secondary dimension showing Traffic type in order to see the traffic coming from paid search
B) Go to Acquisition > All traffic > Channels. Add a secondary dimension showing device category in order to see the paid search traffic coming from mobile
C) Both A and B are correct steps for determining the mobile ecommerce conversion rate for paid traffic
D) In Analytics you can only see traffic coming from desktop or from Mobile/tablet together. There is no way you can see mobile traffic only

15.) The Solutions Gallery allows you to import or share which of the following reporting tools or assets?

A) Goals
B) Segments
C) Custom reports
D) B & C only
E) A, B, and C

16.) What is the best analysis tool to use in order to see a traffic comparison of Converters vs. Non Converters?

A) View filters
B) Advanced Segments
C) Report filters
D) Custom Dimensions

17.) When you create a new Channel Grouping in a view, you can

A) immediately select it in the Acquisition Overview and Channel reports
B) apply it retroactively and see historical data classified by your new channel definitions
C) change how reports display your data, without changing the data itself
D) A and C only
E) A,B, and C

18.) The Measurement Protocol is a standard set of rules for collecting and sending hits to Google Analytics. Using the Measurement Protocol you can

A) send data to Google Analytics from any web-connected device
B) send data to Google Analytics from a kiosk or a point of sale system
C) upload aggregated data tables to Google Analytics
D) A and B only
E) A, B, and C

19.) Which of the following is a benefit of using segments in your data analysis?

A) You can compare behavior metrics for groups of users like Converters vs non Converters.
B) You can analyze your users and/or their sessions according to single or multi-session conditions.
C) You can isolate and analyze specific conversion paths using conversion segments.
D) You can permanently modify the data in your view, for example excluding internal or bot traffic.
E) A,B, and C only
F) A,B,C &D

20.) True or False: Once a view is deleted it cannot be restored.

A) True. Deleted views cannot be restored at any time.
B) False. You have 35 days to restore a view after it is deleted.

21.) What is an assisted conversion?

A) When one goal completion leads to another
B) When one traffic source results in a later goal completion through another traffic source
C) An AnWords view through conversion
D) When an AdWords visitors returns to the site directly to convert

22.) When should you use manual tagging?

A) You should use manual tagging in order to track all of your advertising campaigns, like AdWords or Facebook.
B) You should use manual tagging for any non-AdWords custom campaign.
C) You should use manual tagging to track only AdWords campaigns.

23.) Which of the following metrics would most strongly suggest a poorly performing website?

A) Bounce Rate > 90%
B) Bounce Rate < 90%
C) % New Visits > 90%
D) Avg. Sessions Duration > 5 minutes

24.) Why can AdWords clicks sometimes differ from Analytics sessions in your reports?

A) some visitors may have javascript disabled
B) some visitors may be blocking cookies
C) clicks and sessions are different metrics
D) all of the above

25.) You have defined goal X such that a particular PDF download qualifies as a goal conversion. A user comes to your site once and downloads this PDF 5 times. How many goal conversions will be recorded?

A) 1
B) 5
C) 2
D) 0

26.) Which reporting or data collection feature(s) do you get access to by activating Advertising Features in Google Analytics?

A) Remarketing
B) Interest Categories
C) Demographic reporting
D) B and C only
E) A, B, and C

27.) When analyzing the goal flow report, you see that many users are dropping off after the second step in the funnel. With this information you can infer that:

A) You are possibly targeting the wrong audience who is not as interested in your product
B) The navigation between the second and third steps of the purchase process could be improved
C) You should consider directing traffic through a different entrance point of your goal
D) all of the above

28.) The User ID feature is commonly used with which of the following website layouts?

A) Users can create an account on your website and log in on all types of devices
B) Users can navigate between your website and multiple subdomains within one session
C) Users must navigate to a 3rd party shopping cart domain to complete a purchase
D) You have content that displays on another domain through an iFrame

29.) Which report would give you insight into how many Display conversions were assisted by Search paid traffic?

A) Ecommerce reports
B) Multi channel funnels reports
C) Interests report
D) Goals reports
E) Campaigns reports

30.) Which of the following statements is true about Multi-Channel Funnel (MCF) reports?

A) You can create your own custom channel grouping in addition to the default MCF Channel grouping.
B) The channel labels that you see in Multi-Channel Funnels reports are defined as part of the MCF Channel Grouping.
C) When you share a Custom Channel Grouping, only the configuration information is shared. You data remains private.
D) All of these statements are true.

31.) You web property is “www.example.com”. You set up a destination goal of “/thankyou” and a Match Type of “Begins with”. Which of the following pages would trigger a goal conversions?

A) www.example.com/thankyou.html
B) www.example.com/thankyou.php
C) www.example.com/thankyou/receipt.php
D) All of these would trigger a goal conversion

32.) Your business objective is to maximize the number of sales through your website. Which of the following metrics would most directly help you measure performance against this objective?

A) Visits
B) Ecommerce Conversion Rate
C) Page Value
D) Bounce Rate
E) Pages / Visit

33.) Which of the following features allows you to join the data generated by your offline business systems with the online data collected by Google Analytics?

A) Custom dimensions
B) Goal tracking
C) Data import
D) Custom channel groupings

34.) Each dimension and metric has a scope that aligns with a level of the analytics data hierarchy — user, session, or hit-level. In most cases, it only makes sense to combine dimensions and metrics in your reports that belong to the same scope. Which of the following is a valid dimension / metric combination?

A) Session (metric) + Page (dimension)
B) Bounce rate (metric) / Event Action (dimension)
C) Sessions (metric) / city (dimension)
D) All of the above are valid dimension / metric combination

35.) Which report would you use to determine the percent of your site traffic that has already been to your site before?

A) Behavior – New vs returning report
B) Behavior – Frequency & Recency report
C) Interests – Affinity categories report
D) All traffic – Referrals report
E) Ecommerce – Sales performance report

36.) Which dimension is not included in the Adwords reporting section of Google Analytics?

A) Bid adjustment
B) Keyword
C) Invalid click
D) Destination URL
D) TrueView Video ad

37.) What is the URL parameter that autotagging appends to an AdWords destination URL?

A) userid=
B) _ga=
C) gclid=
D) clickid=
E) utm=

38.) True or False: If you have updated your tracking code to analytics.js, then no additional configuration is required to track subdomains.

A) True. With analytics.js you can track across your domain and subdomains with no additional configuration.
B) False. You must always set up cross domain tracking in order to track subdomains.

39.) You want to see the percentage of sessions in which a specific button was clicked. Which of the following would be most useful?

A) set up a custom report
B) set up Real-Time reporting
C) set up an event goal
D) set up a dashboard

40.) What does the Time Lag report indicate?

A) Time lag between goal completions
B) Lag on the load time of the site
C) Time lag between the original session and a goal completion
D) Time lag between page views in the goal funnel

41.) Which reporting dimension would be useful to reference if you were looking to improve the user experience on your landing pages?

A) Traffic type
B) Language
C) Device Category
D) B and C only
E) A, B, and C

42.) Which of the following values is sent to Google Analytics in the campaign or traffic source fields using the SDKs or tracking code?

A) Location
B) Campaign Medium
C) Device Category
D) Interest Category

43.) Segments are subsets of your Analytics data. Which of the following statements are NOT true of Analytics segments?

A) Segments are filters that permanently change your data.
B) Segments let you isolate and analyze your data .
C) You can use segments to build custom Remarketing lists.
D) Segments represent either subsets of sessions or subsets of users.

44.) The Google Analytics Data Model consists of users, sessions, and interactions. In this heirarchy, interactions include:

A) pageviews
B) events
C) transactions
D) A and B only
E) A,B, and C

45.) The Google Analytics Data Model consists of users, sessions, and interactions. In this hierarchy, interactions include:

A) pageviews
B) events
C) transactions
D) A and B only
E) A,B, and C

46.) When a report is based on data from a large number of sessions, you may see the following notice at the top of the report: “This report is based on N sessions.” You can adjust the sampling rate of the report by:

A) changing the sampling rate in your view settings
B) adjusting the session timeout control
C) adjusting a control in the reporting interface for greater or less precision
D) You cannot adjust the sample data

47.) What reports would you use to determine if you should consider expanding your advertising to new markets?

A) Location and Language reports
B) Frequency and recency reports
C) Intelligence events
D) Source/Medium report

48.) Auto-tagging is a feature that is used with which type of traffic?

A) Any search engine traffic that is not from Google
B) AdWords Campaign traffic
C) Website referrals
D) Social media referrals

49.) The User ID feature lets you associate engagement data from multiple devices and different sessions with unique IDs. In order to use the User ID feature in Analytics you must

A) use Google Tag Manager for your Analytics tracking
B) be able to generate your own unique IDs
C) create a new Analytics account for User ID reporting
D) all of the above

50.) What is the main purpose of the Mutli-Channel funnel report?

A) To show which goals are bringing in the most revenue
B) To evaluate the interaction and contribution of multiple channels in the conversion/purchase cycle for your site
C) To analyze the funnel steps for multiple goals
D) To see which channels resulted in the highest number of pageviews

51.) What is the main purpose of the Multi-Channel funnel report?

A) To show which goals are bringing in the most revenue
B) To evaluate the interaction and contribution of multiple channels in the conversion/purchase cycle for your site
C) To analyze the funnel steps for multiple goals
D) To see which channels resulted in the highest number of pageviews

52.) You define a Destination URL goal by

A) creating a new dashboard to report only on the goal page
B) adding the conversion ID to the tracking code on the goal page
C) editing the view Goals and specifying the request URL of the conversion page
D) adding the ecommerce code to the goal page

53.) You launched several new marketing campaigns and want to be notified if any of the campaigns lead to over a 10% increase in goal conversions on a given day. Which tool in Google Analytics would you use to set up this alert?

A) Annotations
B) Intelligence Events
C) Real-Time
D) Secondary Dimensions
E) Advanced Segments

54.) True or False: When a new view is created, it will show the historical data from the first view you created for the property.

A) True. Any new view will include all historical website data.
B) False. Views will report data from the day they are created.

55.) Scenario: The Google Merchandise Store recently launched a mobile responsive website and started a few new ad campaigns. When looking at their overall traffic in Google Analytics, they noticed that they have a bounce rate of 85%. Which of the following dimensions would be useful when analyzing their traffic to determine the cause of this high bounce rate?

A) Device Category
B) landing page
C) Campaign
D) A and C only
E) A, B, and C

56.) True or False: If a user views one page of a website, completes an Event on this page, and then leaves the site, this session will be counted as a bounce in Google Analytics.

A) True: A session is considered a ‘bounce’ if the user views one page of the site and then leaves.
B) False: Because there was more than one interaction hit in the session (pageview hit and event hit) this session would not be considered a bounce.

57.) What are UTM parameters?

A) parameters that are added to custom campaigns in order to correctly track the performance of these campaign in your Analytics reports
B) parameters that are added in your website source code that allow Analytics to identify traffic coming from Adwords campaigns
C) parameters that are added to URLs in order to track organic traffic, referral traffic and CPC traffic
D) parameters that are added to your site for Event tracking

58.) Google Analytics can identify that two sessions are from the same user if

A) the sessions happen in the same browser on the same device
B) the sessions happen on the same day
C) the sessions happen in the same browser
D) the sessions occur within 30 minutes of each other

59.) What analysis tool would you use to analyze the behavior of new customers vs. returning customers on your website?

A) Real Time reporting
B) Segmentation
C) View filters
D) Multi-channel funnels

60.) Adding filters to a view in Google Analytics allows you to

A) exclude visits from a particular IP address
B) replace complicated page URLs with readable text strings
C) modify historical data
D) A and B only
E) A, B, and C

61.) Which of the following metrics is available when Site Search tracking is enabled?

A) Sessions with Search: The number of sessions that used your site’s search function at least once.
B) Search Exits: The number of searches made immediately before leaving the site.
C) Time after Search: The amount of time users spend on your site after performing a search.
D) Search Refinements: The number of times a user searched again immediately after performing a search.
E) All of the above

62.) You receive an intellgence alert notifying you that there has been an unexpected spike in your traffic. Which of the following could be possible reasons for this spike?

A) The tracking code has been altered and is reporting incorrectly
B) There is a new referral source that is directing a lot of new traffic to the site
C) There is unidentified referral traffic that is likely bot traffic
D) New pages or subdomains have been recently indexed in organic search
E) All of the above

63.) You receive an intelligence alert notifying you that there has been an unexpected spike in your traffic. Which of the following could be possible reasons for this spike?

A) The tracking code has been altered and is reporting incorrectly
B) There is a new referral source that is directing a lot of new traffic to the site
C) There is unidentified referral traffic that is likely bot traffic
D) New pages or subdomains have been recently indexed in organic search
E) All of the above

64.) Which of the following are “hit” types tracked by Google Analytics?

A) events
B) pageviews
C) transactions
D) all of these answers are correct

65.) Which of the following is a hit type tracked by Google Analytics?

A) page tracking hit
B) event tracking hit
C) ecommerce tracking hit
D) all of these are hit types tracked in Google Analytics

66.) You recently set up a new AdWords campaign and you are interested in using Smart Goals to optimize your performance. Which of the following is a prerequisite to using Smart Goals?

A) The linked AdWords account must have sent at least 1000 clicks to the selected Google Analytics view over the past 30 days .
B) You must modify your tracking code to support Smart Goals data collection.
C) You must enable ‘Smart Goals’ in your property settings.
D) The selected Google Analytics account must have at least 1000 sessions over the past 30 days.

67.) You recently set up a new AdWords campaign and you are interested in using Smart Goals to optimize your performance. Which of the following is a prerequisite to using Smart Goals?

A) The linked AdWords account must have sent at least 1000 clicks to the selected Google Analytics view over the past 30 days.
B) You must modify your tracking code to support Smart Goal data collection.
C) You must enable ‘Smart Goals’ in your property settings.
D) The selected Google Analytics account must have at least 1000 sessions over the past 30 days.

68.) Which of the following is a valid tagged custom campaign?

A) www.example.com?utm_campaign=fall&utm_medium=email&utm_source=newsletter1&utm_content=a1
B) www.example.com?utm_medium=referral&utm_source=example&utm_campaign=winter
C) www.example.com?utm_medium=cpc&utm_source=mysearch&utm_campaign=spring&utm_term=bacpacks
D) www.example.com?utm_medium=email&utm_source=newsletter1&utm_campaign=spring
E) All of these are valid.

69.) Which of the following could be measured by defining a goal in Google Analytics?

A) the percentage of visits that contain only one page view
B) the percentage of visits that result in a site registration
C) conversion rate
D) the percentage of visits during which visitors spent at least two minutes on the site
E) All of these could be measured by defining a goal in Google Analytics

70.) Which of the following are possible uses of views within a single Google Analytics account?

A) to look more closely at traffic to a specific subdomain
B) to look more closely at traffic to a specific part of a site (a page or selection of pages)
C) to limit a user’s access to subset of data
D) A and C only
E) A, B, and C

71.) Which of the following are possible uses of views within a single Google Analytics account?

A) to look more closely at traffic to a specific part of a site (a page or selection of pages)
B) to limit a user’s access to a subset of data
C) all of these are possible uses of views
D) to look more closely at traffic to a specific subdomain

72.) Which of the following is a session level interaction?

A) All of these answers are correct
B) event
C) social interaction
D) pageview
E) ecommerce transaction

73.) In the Linear attribution model,

A) each touchpoint in the conversion path shares equal credit for the conversion
B) the first touchpoint receives 100% of the credit for the conversion
C) the last touchpoint receives 100% of the credit for the conversion
D) the touchpoints closet in time to the conversion get most of the credit

74.) Which campaign tracking variables are required in order to ensure accurate data shows for your campaigns in the “All Traffic” report?

A) utm_medium, utm_campaign
B) utm_term
C) utm_source, utm_term, utm_content
D) utm_campaign, utm_source, utm_medium
E) utm_content

75.) Your Multi-Channel Funnel reports have no data. What is the most likely reason?

A) You are not using Google Tag Manager
B) You are not using Content Experiments
C) You haven’t set up Goals Funnels
D) You haven’t implemented Goals or Ecommerce
E) You haven’t enabled demographic data

76.) Which of the following is not a default Medium in Google Analytics?

A) organic
B) referral
C) cpc
D) All of these are default Mediums.
E) email

77.) Your business objective is to maximize the number of sales through your website. Which of the following metrics would most directly help you measure performance against this objective?

A) Pages / Visit
B) Page Value
C) Ecommerce Conversion Rate
D) Bounce Rate

78.) When configuring a goal, why is it useful to assign a goal value?

A) to determine the conversion value
B) to attribute monetary value to non-ecommerce conversions
C) to calculate ecommerce metrics
D) to determine the number of visits to each of your pages

79.) Which of the following is an advantage of implementing Google Tag Manager?

A) You can add Google Analytics tags to your site without editing site code.
B) You can add AdWords tags to your site without editing site code.
C) You can add non-Google tags to your site without editing site code.
D) You can change configuration values in your mobile app without rebuilding a new binary.
E) All of these answers are correct.

80.) Which of the following are advantages of implementing Google Tag Manager?

A) You can add non-Google tags to your site without editing site code
B) All of these answers are correct.
C) You can add Google Analytics tags to your site without editing site code
D) You can change configuration values in your mobile app without rebuilding a new binary
E) You can add AdWords tags to your site without editing site code

81.) Person A and person B each visit your commerce site once. During her visit, person A buys one of your products. Then, before leaving the site, she makes another purchase. Person B buys nothing. What is your ecommerce conversion rate for these two visits?

A) 33%
B) 200%
C) 0%
D) 50%
E) 100%

82.) What is the first step of analytics planning?

A) Create your implementation plan
B) Define your overall measurement plan and business objectives
C) Document your technical infrastructure
D) Implement Google Analytics

83.) A visitor comes to your site but stops looking at pages and generating events. Which of the following will occur by default?

A) Google Analytics does not keep track of sessions by default
B) The visitor’s session expires after 5 minutes of inactivity
C) The visitor’s session expires after 30 minutes of inactivity
D) The visitor’s session expires once the visitor has exited your site

84.) Your company has a website and a mobile app, and you want to track each separately in Google Analytics. How should you structure your account(s)?

A) one account, one property, one view
B) one account, no properties, two views
C) one account, one property, no views
D) one account, two properties, two views

85.) You’ve noticed that many users visit your site several times before converting and you want to understand in more detail how they arrive at your site. Which of the following metrics would be most helpful in showing you whether a keyword is part of a conversion path?

A) Visits
B) Bounce Rate
C) Clicks
D) Impressions
E) Assisted Conversions

86.) Which of the following are true about segmentation?

A) Segmentation should generally not be used without Real-Time reporting.
B) Segmentation is a technique that should only be used by experienced analysts.
C) All of these answers are correct.
D) Segmentation allows you to isolate and analyze subsets of your data.
E) Segmentation does not work on historical data.

87.) You want to be notified whenever weekly revenue for your “spring sale” campaign increases or decreases by 10%. Which of the following would be most useful?

A) Annotations
B) Secondary Dimensions
C) Real-Time
D) Intelligence Alerts

88.) Which of the following would be most useful for optimizing landing pages?

A) Pageviews
B) Visits
C) Unique Visits
D) Bounce Rate
E) Unique Pageviews

89.) You should add Analytics Tracking code to your site ________________.

A) after implementation planning
B) at the beginning of your fiscal year only
C) before documenting your business objectives
D) during measurement planning

90.) Which of the following would you use to set up a custom alert?

A) Intelligence
B) Content
C) Conversions
D) Real-Time

91.) Google Analytics can recognize returning users

A) on websites, Android mobile apps
B) Google Analytics cannot recognize returning users on any device.
C) on websites, iOS mobile apps, Android mobile apps
D) on websites only

92.) Which of the following techniques would you use to exclude rows with fewer than 10 visits from a report table?

A) use a pivot table with two dimensions
B) sort the table by sessions from highest to lowest
C) add a primary dimension
D) apply a table filter
E) add a secondary dimension

93.) Which of the following would you use to send data from a website to Google Analytics?

A) Campaign Tracking parameter
B) none of these would be appropriate
C) JavaScrip tracking code
D) Google Analytics mobile SDK

94.) Which of the following represents a macro conversion for an ecommerce site?

A) a completed sales transaction
B) a click on a “buy” button
C) receiving a product inquiry
D) All of these are macro conversions for an ecommerce site.
E) collecting a lead

95.) Which are the four main parts of the Google Analytics platform?

A) Configuration, Processing, Report, and Recollection
B) Configuration, Collection, Progressing, and Reporting
C) Collection, Configuration, Processing, and Reporting
D) Collection, Processing, Continuation, and Reporting

96.) Which two metrics below would be the best KPIs for measuring the performance of an ecommerce business?

A) revenue and average order value
B) pageviews and bounce rate
C) bounce rate and average session duration
D) pageviews and revenue

97.) You want to know whether button X is clicked more often than button Y. Which of the following would be most useful?

A) Real-Time
B) Annotations
C) Events
D) Intelligence

98.) Which of the following would be valid segments to consider using to analyze traffic patterns in your data?

A) traffic by device category
B) traffic by marketing channel
C) traffic by geography
D) All of these answers are correct.
E) traffic by time of day

99.) Which of the following is not a standard campaign parameter?

A) utm_adgroup
B) utm_source
C) utm_campaign
D) utm_content

100.) You need to immediately find out whether people are viewing the new content that you just added today. Which of the following would be most useful?

A) Intelligence Alerts
B) Secondary Dimensions
C) Annotations
D) Real-Time

101.) Which of the following questions can be answered using the goal flow report?

A) Do visitors usually start my conversion process from the first step or somewhere in the middle?
B) All of these can be answered using the goal flow report.
C) Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over?
D) Are there any steps in my conversion process that don’t perform well on mobile devices compared to desktop devices?
E) Are there a lot of unexpected exits from a step in the middle of my conversion funnel?

102.) In which of the following circumstances would you want to increase the default session timeout length in Google Analytics?

A) You need to start collection Real-Time data.
B) The average length of videos on your site is 35 minutes.
C) Users typically spend less than 2 minutes on each page of your site.
D) The default session timeout length is set dynamically by Google Analytics and you cannot change it.

103.) Why is it important that you maintain one unfiltered view when using filters with your Analytics account?

A) You will need to configure your goals in the unfiltered view
B) There is no reason to maintain an unfiltered view
C) Without one unfiltered view, you will not be able to use filter for multiple views
D) An unfiltered view ensures that the original data can always be accessed

104.) Which of the following would prevent destination goal conversions from being recorded?

A) There was a misspelling in the URL of the goal definition.
B) The tracking code is missing from the conversion page.
C) The match type in the goal definition is incorrect.
D) All of these would prevent a destination goal from recording.

105.) Which of the following would prevent URL destination goal conversions from being recorded?

A) The match type in the goal definition is incorrect
B) There was a misspelling in the URL of the goal definition
C) All of these answers apply
D) No URL destination goals have been defined
E) The tracking code is missing from the conversion page

106.) Which of the following would help you to determine the conversion value of a paid keyword?

A) Multi-Channel Funnels
B) CTR
C) none of these answers
D) Real-Time
E) CPM

107.) Which of the following are valid scopes for dimensions?

A) user level, session level, hit level
B) session level, hit level
C) non of these answers is correct
D) campaign level, session level, hit level
E) user level, campaign level, session level, hit level

108.) Specifying a goal value allows Google Analytics to calculate ______ .

A) Revenue per Click
B) Average Order Value
C) Ecommerce Revenue
D) Bounce Rate

109.) You want a second view of your data where you only see traffic to a specific subdirectory. What is the best way to set this up?

A) Create a duplicate view and add a filter: select “Include only traffic to a subdirectory” from the Filter Type drop down, and specify the subdirectory
B) Create a second Google Analytics account, and apply the new tracking code to the pages in the subdirectory
C) Create a new web property and add the new tracking code to the pages on the subdirectory
D) Create a new view and apply an advanced filter that deletes page data outside the subdirectory

110.) Which of the following would you use to send data from a web connected point-of-sale system to Google Analytics?

A) JavaScript tracking code
B) Google Analytics mobile SDK
C) any of these would be appropriate
D) Campaign Tracking parameter
E) Measurement Protocol

111.) Which of the following are examples of Sources?

A) google
B) mail.google.com
C) All of these are possible Sources.
D) (direct)
E) example.com

112.) What is the hierarchy of the Google Analytics data model?

A) Sessions > Users > Interactions
B) Interactions > Users > Sessions
C) Users > Sessions > Interactions
D) Sessions > Visitors > Interactions

113.) Which of the following reports allows you to identify the terms visitors use to conduct searches within your site?

A) Search Engine Optimization report
B) Site Search report
C) Keyword report
D) Affinity Categories

114.) You want to evaluate the landing pages you are using for AdWords ads. Which of the following dimensions would be most useful?

A) Destination URL
B) Keyword
C) Campaign
D) Ad Group
E) Placements

115.) You want to see conversion rates for Windows visits coming from London. Which of the following dimensions would you need to select?

A) Operating System, and City as a secondary dimension
B) any one of these options
C) Goal Conversion Rate, and City as a secondary dimension
D) City, and Goal Conversion Rate as secondary dimension

116.) Which of the following would you use to show two date ranges on the same graph?

A) date comparison
B) motion chart
C) plot rows
D) pivot table
E) secondary dimension

117.) Which of the following types of data can be collected and reported in the Site Speed reports?

A) All of these are tracked by the Site Speed reports.
B) how quickly images load
C) page-load time for a sample of pageviews on your site
D) button click response time
E) how quickly the browser parses a page and makes it available for user interaction

118.) A macro conversion

A) always occurs prior to a micro conversion
B) is a large revenue sale that is directly attributable to a display campaign
C) occurs when over 50% of visitors buy an item
D) occurs when someone completes an action that’s important to your business
E) is your highest converting campaign

119.) Which of the following metrics would most strongly suggest a poorly performing landing page?

A) Bounce Rate > 90%
B) % New Visits > 90%
C) Avg. Session Duration > 5 minutes
D) Bounce Rate <90%
E) None of these answers

120.) When do the Google Analytics Terms of Service permit sending personally identifying information (PII) to Google?

A) when encrypted
B) in custom campaigns only
C) never

121.) Which of the following are dimensions?

A) % New Sessions
B) Conversion Rate
C) Bounce rate
D) Region

122.) Your web property is “www.example.com”. You set up a URL goal of “/thankyou” and a Match Type of “Begins with”. Which of the following URLs will count as goals?

A) www.example.com/thankyou.php
B) All of these would count as goals.
C) www.example.com/thankyou/receipt.php
D) www.example.com/thankyou.html

123.) Your web property is “www.example.com”. You set up a destination goal of “/thankyou” and a Match Type of “Begins with”. Which of the following pages would trigger a goal conversion?

A) www.example.com/thankyou.html
B) www.example.com/thankyou.php
C) www.example.com/thankyou/receipt.php
D) All of these would trigger a goal conversion

124.) Which of the following are measures of traffic volume?

A) Margin
B) Bounce Rate
C) Avg. Time on Site
D) Visits

125.) Setting up goals allows you to see ________ .

A) a list of transactions
B) ecommerce revenue
C) bounce rate
D) conversion rates

126.) Which of the following would most quickly allow you to determine whether the Google Analytics code snippet is working on a specific website page?

A) Annotations
B) Intelligence Alerts
C) Real-Time
D) Secondary Dimensions

127.) The demographics and interest category information in Google Analytics comes from

A) the AdWords first-party cookie
B) survey data filled out by users
C) the DoubleClick third-party cookie
D) information that you upload from your CRM
E) Google Tag Manager

128.) Which of the following metrics shows the number of times your ads were displayed?

A) CTR
B) Clicks
C) Pageviews
D) Visits
E) Impressions

129.) You publish articles by many different authors on your site. You want to create a report that shows the total number of pageviews for each author. Which of the following features will allow you to add author information to Google Analytics?

A) Custom Reports
B) Segments
C) Data Import
D) Annotations
E) Analytics Intelligence

130.) Which of the following Behavior metrics shows the number of sessions that included a view of a page?

A) Unique Visits
B) Visits
C) Bounce rate
D) Pageviews
E) Unique Pageviews

131.) Which of the following metrics would be most useful in measuring how many conversions were initiated by Paid Search?

A) Assisted Conversion Value
B) Conversion Rate
C) non of these metrics
D) First Interaction (Click) Conversions

132.) Which of the following should you NOT collect with the Google Analytics ecommerce JavaScript?

A) credit card number
B) tax amount
C) purchase amount
D) product SKU(s)
E) billing city

133.) It’s important to have a clear measurement strategy to guide your implementation strategy and your data analysis. Which of the following business objectives would be most relevant for content publishers?

A) selling products or services
B) all these options are equally relevant as business objectives for content publishers
C) encourage engagement and frequent visitation
D) collecting user information for sales teams to connect with potential leads

134.) True or False: When you share a link to a custom report, you share the data in the report.

A) True. Sharing a link to a custom report shares the data in the report.
B) False. Sharing a link to a custom report only shares a template for the report.

135.) Which of the following Channels is part of the Default Channel Grouping?

A) Display
B) Social
C) Organic
D) All of these are part of the Default Channel Grouping.
E) Direct

136.) What is the purpose of the URL builder?

A) to optimize landing pages
B) using the URL builder is required in order to track AdWords visits
C) to generate a URL with tracking parameters
D) to generate the URL tracking parameters that need to be appended to an organic search result

137.) Which of the following reporting dimensions would be useful to reference if you were rebuilding a website to improve accessibility?

A) Browser
B) All of these dimensions
C) Device Category
D) None of these dimensions
E) Language

138.) The URL for the homepage of your site is example.com/index. You would like this particular page to appear as “/home” in your Pages report. How can this be achieved?

A) Use a Search and Replace custom filter on the Request URI field where Search String is “www.example.com/index” and Replace String is “www.example.com/home”
B) Use a Search and Replace custom filter on the Request URI field where Search String is “/index” and Replace String is “/home”

139.) Which of the following AdWords reports would you use to investigate when you should modify your bidding during certain hours of the day to optimize conversions?

A) Hour of Day
B) Placements
C) Campaigns
D) AdWords Keywords
E) Destination URLs

140.) You have defined goal X such that any PDF download qualifies as a goal conversion. A user comes to your site once and downloads five PDFs. How many goal conversions will be recorded?

A) 5
B) 1
C) 2
D) zero

141.) Which of the following technologies on your site influence how you implement Analytics?

A) responsive web design
B) Flash and AJAX events
C) query string parameters
D) All of these answers are correct.
D) server redirects

142.) True or False: The order in which filters appear in your view settings matters.

A) False. Filters are no necessarily executed in the order in which they appear.
B) True. Filters are executed in the order in which they appear.

143.) Digital analytics is

A) all of these answers are correct
B) the analysis of quantitative data from your business
C) the analysis of data from your business and the competition
D) the analysis of qualitative data from your business
E) a process of continual improvement of the online experience

144.) You can adjust the report sample size in Google Analytics by

A) adjusting the session timeout control
B) any of these actions will adjust the sample size
C) adjusting a control in the reporting interface
D) adding a segment to your report

145.) Which of the following technologies or features can be used to add data to Google Analytics?

A) Data Import, Measurement Protocol
B) Real-Time, Intelligence
C) Data Import, Intelligence
D) Data Import, Real-Time

146.) Which of the following are possible uses of filters?

A) report on only a subdomain or directory
B) replace complicated page URLs with readable text strings
C) exclude visits from a particular IP address
D) include only traffic coming from a particular campaign
E) all of these are possible uses of filters

147.) Your ecommerce site sells colorful wrist watches that visitors can customize using a tool online. Which of the following represent a micro conversion for your site?

A) All of these are micro conversions for the site.
B) use of the “customize your watch” tool
C) a view of the home page
D) an offline sale
E) an online sale

148.) You are interested in identifying the most popular content on your site. Which of the following sections will have this report information by default?

A) Behavior
B) Audience
C) Conversion
D) Search
E) Acquisition

149.) Which of the following would be most useful in measuring how many days passed between the first visit to a site and the eventual conversion?

A) Assisted/Last Interaction Conversions
B) Top Conversion Paths
C) Path Length
D) Conversion Value
D) Time Lag

150.) Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?

A) Last Interaction model
B) First Interaction model
C) Linear model
D) Last Non-Direct Click model

151.) You can combine a metric X with a dimension Y in Google Analytics

A) if X and Y have the same scope
B) as long as sampling is not required
C) if X and Y are in the same channel grouping
D) if X and Y have been precalculated together in an aggregate table
E) If X and Y have the same campaign

152.) For each user who comes to your site, Google Analytics automatically captures which of the following Traffic Source dimensions?

A) Campaign and Ad Content
B) Source and Medium
C) Campaign and Medium
D) Source, Medium, Campaign, and Ad Content

153.) Using filters, you can ________.

A) include data in a view
B) exclude data from a view
C) All of these answers apply
D) change how the data looks in your reports

154.) If a paid keyword has an Assisted/Last Click or Direct Conversions value of .5, which of the following is true?

A) The keyword played an assist role less often than it played a last click role
B) The keyword played an assist role in exactly one conversion
C) The keyword played an assist role in exactly five conversions
D) none of these answers

155.) The Google Analytics SDK or tracking code sends campaign and traffic source data through a number of different fields. Which of the following is one of the fields used to send campaign or traffic source data?

A) Location
B) Campaign Medium
C) Device Category
D) Interest Category

Google Mobile Advertising Exam Answers

April 29, 2016 By CertificationAnswers

Google Mobile Advertising Exam Answers

This exam covers basic and advanced concepts of mobile advertising, including ad formats, bidding and targeting, and campaign measurement and optimization.

90 minutes
70 questions
80% passing score
Validity period of 12 months

1.)

Which of the following is NOT true about an app URL scheme?

A) Typically the website name appears in reverse; e.g., example.com becomes com.example as a scheme
B) Schemes are automatically set up when you create your app
C) The scheme is a part of the link that identifies which app to open
D) You can use “http” or a custom scheme that can start with the app or website name

2.)

50% of purchase-related conversions happened within ______ of the mobile searches that initiated them.

A) three hours
B) two hours
C) one hour
D) half-an-hour

3.)

Select the one way NOT to track app conversions.

A) Using Codeless Android Install tracking
B) Integrate the Google SDK in your app
C) Using an app analytics provider for your AdWords campaigns
D) Add a javascript snippet to your website

4.)

Which of the following is incorrect about AdWords cross-device conversions?

A) Cross-device conversions do not track from mobile to desktop conversions; it only tracks desktop to mobile conversions
B) Cross-device conversions help advertisers track conversions that couldn’t be tracked before in AdWords since they were attributed to another non-AdWords channel like organic search or direct
C) Cross-device conversions do not track from desktop to mobile conversions; it only tracks mobile to desktop conversions
D) Cross-device conversions help advertisers understand the device that received the last ad click before the conversion

5.)

App remarketing allows you to target people who:

A) Have used your app before
B) Have searched for your app
C) All of the listed answers are incorrect
D) Have searched for apps similar to yours

6.)

iOS app conversion tracking cannot be set up using:

A) Server-to-server (S2S)
B) Codeless conversion tracking
C) Install confirmation feedback
D) SDK

7.)

If your campaign is running on the Display Network, your ads:

A) Are automatically eligible to show in mobile apps
B) Will only show on mobile apps that you select
C) Are not eligible to show in mobile apps
D) Are only eligible to show in specific mobile apps

8.)

Which of the following is the main reason an app advertiser would want to use a 3rd party conversion tracking company?

A) To have a single SDK to add to your app instead of one from each ad network
B) To have more control when communicating with each ad network
C) To see which of an app’s new users came from recent advertising clicks or views
D) To receive reporting on basic usage analytics

9.)

The codeless conversion tracking solution is usually recommended for app downloads on Android OS over SDK or server to server solution when speed and ease of implementation is a priority.

A) False
B) True

10.)

Which of the following is a way for an advertiser to monetize their app?

A) Charging for app downloads from the Apple iTunes or Google Play store
B) All of the listed answers are correct
C) In-app purchases
D) In-app ads

11.)

The Mobile App Analytics Acquisition reports give you data about:

A) How your users spend time outside of your app
B) How often your mobile apps are installed and opened
C) Which type of targeting has the lowest cost-per-acquisition
D) How much data your app has acquired

12.)

You can use a mobile specific display URL to:

A) Show consumers that you are a large brand
B) Differentiate yourself from other advertisers
C) Indicate that you have a mobile-friendly landing page
D) Effectively track conversions to your desktop site

13.)

With a business in an eligible country, advertisers can use Website Call Conversions to track calls to a Google forwarding number on their site from users who arrived there from any source.

A) False
B) True

14.)

Admob is ____.

A) a custom deep link
B) an app promotion ad format
C) an ad extension
D) AdWords’ non-owned and operated mobile app inventory

15.)

Auto exclusions allow:

A) Google’s mobile app promotion template ads to be automatically excluded from showing to users who have already downloaded the advertisers app
B) Google advertisers to exclude automatic bidding within their mobile app
C) Google advertisers to exclude high install pricing
D) Google’s mobile app promotion template ads to automatically include showing to users who have already downloaded the advertisers app

16.)

The mobile video Masthead is a homepage ad similar to the desktop video Masthead and will appear on the homepage of all of the YouTube mobile and tablet properties, including _____.

A) both the iOS and Android mobile apps
B) the Android mobile app and m.youtube.com
C) the Android native mobile app, the iOS app, and m.youtube.com
D) reserve in-stream ads

17.)

The conversion optimizer for apps allows:

A) AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across search and display inventory with the goal of helping Advertisers hit their desired Cost Per Installs
B) AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across search and display inventory to help advertisers hit their desired Cost Per Impression goal
C) AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across just search inventory to help advertisers hit their desired Cost Per Install goal
D) AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across search and display inventory to help advertisers hit their desired Cos Per Click goal

18.)

Assuming you are not using any bid adjustment and you value mobile traffic over desktop, which bid adjustment should you set?

A) Increase bid adjustment for desktop
B) Increase bid adjustment for mobile and desktop
C) Increase bid adjustment for tablets
D) Increase bid adjustment for mobile

19.)

What is a lightbox ad?

A) A type of ad format that shows extra information (“extending” from your text ads) about your business
B) A mobile text ad
C) A cross-screen expandable ad format that optimizes for taps/swipes on mobile and mouse-overs/clicks on desktops
D) A remarketing specific ad format to announce new features of your app

20.)

Viewable impressions:

A) Allow you to only pay for those ads that are actually viewed
B) Allow you to pay for ads when they are displayed in a viewable position
C) Allow you to only pay for video ads that are viewed within an hour
D) Allow you to pay for ads that are viewed and also converted

21.)

What will you need before you can set up conversion tracking for calls from an ad or from a website (assuming Google forwarding numbers are available in your country)?

A) A sales team and operating phone bank
B) An active call extension or call-only ad
C) A mobile specific site-link extension
D) An app published in the Google Play store

22.)

An advertiser would NOT use AdWords’ mobile offering to:

A) Build a mobile-optimized website
B) Engage with users who have already downloaded their app
C) Track conversions once a user downloads their app
D) Advertiser their app

23.)

Once an advertiser opts in to advertise with our search partners (the default setting) in their campaign network settings, they should use _______ to have their ads populate within Google Maps for Mobile.

A) product extensions
B) location extensions
C) mobile extensions
D) store visit extensions

24.)

Showrooming refers to:

A) The phenomenon which turns brick and mortar stores into showroom apps for mobile users
B) The phenomenon where brands sell specialty or limited quantity goods through mobile
C) The phenomenon where various brands within similar categories complete for brand placement on a mobile device
D) The phenomenon which turns brick and mortar stores into showrooms for products which are then purchased online or via mobile

25.)

An app developer might use remarketing if they wanted to promote a paid version of their game to all users of the free version who reached Level 10 of the game.

A) False
B) True

26.)

The two types of conversions for YouTube on mobile are:

A) Promotion views and engagement views
B) Promotion views and view-through conversions
C) Download views and engagement conversions
D) Conversions and view-through conversions

27.)

Showing your ads on top of the mobile page in search results is beneficial because:

A) Ads above the results get more prominent notice with desktop screens. There are also no ads on the right-hand side of the results on mobile
B) Ads below the results get more prominent notice with smaller mobile screens. There are also ads on the right-hand side of the results on mobile
C) Ads above the results might get more prominent notice with smaller mobile screens. There are also no ads on the right-hand side of the results on mobile
D) Ads above the results get more prominent notice with larger mobile screens. There are also no ads on the right-hand side of the results on mobile

28.)

In AdWords, you can create and manage video campaigns targeting mobile devices by using ___.

A) “mobile app installs” campaigns
B) “Masthead video” campaigns
C) the TrueView family of cost-per-view (CPV) video ad formats
D) “mobile app engagement” campaigns

29.)

To track conversions in an app, you can add the AdWords Conversion Tracking SDK to your app. SDK stands for:

A) Schema Development Kit
B) Software Development Kit
C) Software Deprecation Kit
D) Schema Development Key

30.)

To find the right mobile bid, you would calculate:

A) (mobile conversion rate / desktop conversion rate) + 1
B) (mobile conversion rate / desktop conversion rate) x 100
C) (desktop conversion rate / mobile conversion rate) – 1
D) (mobile conversion rate / desktop conversion rate) – 1

31.)

How do upgraded URLs help advertisers with 3rd party conversion tracking?

A) Allow advertisers to direct users to the app store to download their app
B) Manage a single tracking URL at the campaign, ad group or ad level that is separate from the landing page URL
C) Show deep link URLs only to people who already have the app
D) Show app install ads only to people who haven’t downloaded the app yet

32.)

Where can app ads run?

A) Within other apps, also known as in-app
B) Only on the Google Play store
C) Across Display, Search, and YouTube
D) Only on Admob

33.)

The Mobile App Analytics Behavior reports give you data about:

A) How many people have downloaded your app through a referral from a friend
B) In-app user satisfaction ratings
C) The detailed ways users interact with your app
D) The detailed ways users of your app interact with other users of your app

34.)

Which of the following is true about mobile optimized sites?

A) You should build your app before your mobile site
B) Visitors to your mobile-optimized site will be at the same point in the purchase funnel as visitors to your desktop site
C) Mobile websites should only focus on task-based functionality, i.e. be a stripped-down version of the desktop site
D) Mobile-friendly experiences typically feature easy navigation, quick-to-load images, and streamlined text

35.)

Setting up Mobile App Analytics requires:

A) At least 1 app install or conversion
B) A working knowledge of mobile click attribution technologies
C) A substantial number of app installs or conversions
D) The “Edit” permission for a Google Analytics account and technical knowledge of your app development environment

36.)

When conversion data shows that mobile drives more value, you would _ your mobile bid. When conversion data shows that desktop drives more value, you would __ your mobile bid.

A) lower, lower
B) raise, lower
C) lower, raise
D) raise, raise

37.)

A mobile app is an application that can be downloaded and installed on your mobile device or rendered within a browser.

A) False
B) True

38.)

iOS App Install confirmation is a feedback mechanism which enables customers to receive confirmation from Google every time an iOS app install event can be attributed to an AdWords ad click or view. Why would an advertiser use this solution?

A) The advertiser wants to count calls as conversions.
B) This is the only available method of conversion tracking for iOS.
C) The advertiser is interested in cross-device conversions.
D) The advertiser is using an in-house or third party app analytics system.

39.)

Usage data allows advertisers to:

A) Change bid adjustments based on mobile traffic
B) Create remarketing lists based on how frequently or infrequently a customer is using their app
C) Create a conversion tracking list and add it to their app
D) Add the conversion tracking tag to their app

40.)

Automatic bidding is ideal for advertisers who:

A) Want to save time managing bids based on hundreds of signals
B) Want to set their own bids for individual ad groups
C) Want to set their own bids for individual keywords
D) Don’t want to spend a lot of time managing keywords

41.)

What time of day does mobile usage generally peak?

A) During working hours
B) Morning and evening when people are commuting to work
C) Evening hours when people are at home
D) Spread evenly throughout the day

42.)

Which of the following is true about apps?

A) Once a customer downloads an app, they will be likely to return
B) Most smartphone users download apps on a weekly basis
C) The majority of Android apps have been downloaded
D) The number of app installs on Android tablets is increasing

43.)

Which of the following is NOT a type of mobile ad extension?

A) Sitelink extension
B) Download extension
C) Call extension
D) App extension

44.)

According to a Nielsen study, what percentage of purchase-related conversions happened within an hour of the mobile searches that initiated them?

A) 25%
B) 0%
C) 50%
D) 75%

45.)

When you use a flexible bid strategy, it will automatically optimize your bids based on:

A) Your search terms data
B) Your remarketing list
C) Your performance KPI (Key Performance Indicator)
D) Your Quality Score

46.)

What is an app install ad?

A) A type of targeting used to match your ads to sites or pages based on the keywords or topics you’ve chosen
B) An ad format for advertisers to re-engage with users who have already downloaded the app
C) A templated way to create text, banner, image, and interstitial ads driving users to the Google Play store
D) An app extension which shows a link to your app below your ad

47.)

If you want to reach certain categories of apps with in-app display ads, or if you know the apps you want to target, you should:

A) Go to “Campaign Exclusions” from the Display Network tab
B) Create a Display Network campaign targeted to mobile apps
C) Enable Active View reporting
D) Create a placement inclusion for mobile apps

48.)

A ______ specifies a location in an app that corresponds to the content you’d like to show.

A) remarketing link
B) deep link
C) location link
D) location extension

49.)

For someone who wants to run a Display Network campaign, which tool is best suited for providing targeting ideas and estimates?

A) Display Planner
B) Display Ad Builder
C) Display Ad Preview and Diagnosis
D) Display Keyword Planner

50.)

Deep-linking allows:

A) Ads to direct new customers only into deeper, more targeted sections of the app
B) Desktop users to be able to access deeper, more targeted sections within a mobile app
C) Mobile and desktop users to navigate within a mobile app
D) Ads to direct customers into deeper, more targeted sections of the app

51.)

Sitelink extensions:

A) Decrease CTR rates as users are sent to specific pages of your site
B) Show your business address, phone number, and a map marker with your ad text
C) Allow targeted remarketing list users to land directly on specific pages of your site
D) Allow advertisers to give users the option to land directly on specific pages of your site

52.)

Third-party analytics companies can reduce complication for advertisers by providing them only one SDK to add to their apps.

A) True
B) False

53.)

To understand the full value of mobile, you must take into account:

A) Mobile conversions
B) Utilization of mobile ad formats, extensions, app and mobile site design best practices
C) App downloads, calls, store visits, cross device conversion, mobile conversions
D) Cross device and mobile conversions

54.)

_______ are a type of ad format that show extra information about your business.

A) App installs
B) Deep link extensions
C) Ad extensions
D) AdMob extensions

55.)

The App Overview report is a summary of the most salient data from all of the Mobile App Analytics reports. Use this report to:

A) Review the code for your app and SDKs
B) Assess the general health of your app and to follow data trends
C) Review data about your users’ names, addresses, and income brackets
D) Gain insights into your competitor’s strategies

56.)

Many successful mobile sites have large “touch targets” for clicking that take into account ______.

A) location where mobile is being used
B) time of day
C) the lack of precision on a touch screen
D) responsive design based on touch

57.)

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.

A) True
B) False

58.)

________ is a tool that can show you what happens after a customer clicks on your ads; whether they made a purchase, downloaded an app, or called your business.

A) Keyword planner
B) Sitelinks
C) App extensions
D) Conversion tracking

59.)

Which of the following is true about apps?

A) Apps are more geared towards retention, loyalty, and engagement
B) Apps and mobile optimized sites are the same thing
C) Once a user downloads an app, they are likely to return and engage with it
D) Apps are more geared towards acquisition purposes

60.)

Which flexible bid strategy might help improve the chances that your ad gets to the top of the page?

A) Target outranking share
B) Target cost-per-acquisition (CPA)
C) Target search page location
D) Target return on ad spend (ROAS)

61.)

To re-engage users with an app, use the following strategies:

A) Build remarketing lists, engage in proactive outreach, offer something unique, use deep linking, and track everything beyond installs to understand your most valuable users
B) Build remarketing lists, engage in reactive outreach, offer something free, and don’t track anything outside of installs
C) Build general email lists, engage in reactive outreach, don’t use deep linking, and don’t track outside of installs
D) Build remarketing lists, engage in reactive outreach, use deep linking, and track outside of installs for your most valuable users

62.)

An advertiser with stores throughout the country could use Location Extension Targeting to:

A) Target users in the same way across all of their locations
B) Target users who are within 10 miles of one particular city in the country
C) Target users who are within 20 miles of one particular city in the country
D) Decrease bid by 50% for users who are within 10 miles of their stores

63.)

App Downloads are conversions that are tracked when a user downloads or installs a mobile application for the first time.

A) False
B) True

64.)

When should an advertiser use an app extension instead of an app promotion ad?

A) With keywords intended to direct users to the mobile website, but still give the option to download the app
B) To run your ad on both Search and Display
C) To re-engage with users who have already downloaded the app
D) With keywords intended to drive app download, but still give the option to visit the mobile website

65.)

What is an app engagement ad?

A) A customized ad shown to users who already have the app in order to drive them back to the app
B) An app extensions which shows a link to your app below your ad
C) A templated “engagement” image ad which allows you to add more text or information to your ad
D) An ad which uses cookies to appear to users who have already downloaded an app

66.)

A(n) ____ gives your app users the ability to open your app directly from other apps by clicking a link.

A) app index
B) custom deep link
C) location extension
D) website deep link

67.)

Mobile presents an opportunity for a more targeted marketing message because you have an understanding of context such as time, location, and proximity of the customer.

A) False
B) True

68.)

With YouTube Mastheads you can get 100% share of voice, not just on the desktop YouTube site, but also across screens with:

A) The YouTube mobile site and Google Play App
B) The YouTube mobile site and the YouTube app
C) Video Search on Google
D) The AdWords mobile site and YouTube app

69.)

Which is a benefit of using server-to-server app conversion tracking over an SDK?

A) If not implemented correctly, adding the SDK and conversion tracking code could result in bugs in the app
B) Adding multiple SDKs for various advertising or analytics platforms have no impact on app code file-size
C) Server-to-server connections are easier to set up than code-less conversion tracking
D) Adding SDK and conversion tracking changes to your app doesn’t require review by the Google Play Store

70.)

The path to conversion on mobile is not the same as on desktop or tablet due to ALL of the following EXCEPT:

A) Intent
B) Differing screen size
C) Functionality
D) Context

71)

In AdWords, you can create and manage video campaigns targeting mobile devices by using ____.

A) “mobile app engagement” campaigns
B) “mobile app installs” campaigns
C) the TrueView family of cost-per-view (CPV) video ad formats
D) “Masthead video” campaigns

72)

Which of the following is a way for an advertiser to monetize their app?

A) All of the listed answers are correct
B) In-app ads
C) Charging for app downloads from the Apple iTunes or Google Play store
D) In-app purchases

73)

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.

A) False
B) True

74)

Third-party analytics companies can reduce complication for advertisers by providing them only one SDK to add to their apps.

A) True
B) False

75)

When you use a flexible bid strategy, it will automatically optimize your bids based on:

A) Your performance KPI (Key Performance Indicator)
B) Your Quality Score
C) Your search terms data
D) Your remarketing list

The Mobile App Analytics Acquisition reports give you data about:

A) How your users spend time outside of your app
B) How often your mobile apps are installed and opened
C) Which type of targeting has the lowest cost-per-acquisition
D) How much data your app has acquired

With a business in an eligible country, advertisers can use Website Call Conversions to track calls to a Google forwarding number on their site from users who arrived there from any source.

A) False
B) True

According to a Nielsen study, what percentage of purchase-related conversions happened within an hour of the mobile searches that initiated them?

A) 75%
B) 25%
C) 0%
D) 50%

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Google Display Advertising Exam Questions

April 29, 2016 By CertificationAnswers

Google Display Advertising Exam Questions

1.) Which video ad format does cost-per-view (CPV) pricing apply to?

A) Homepage expandable masthead unit
B) Homepage masthead unit
C) TrueView video ads
D) In-video ads

2.) Which report should advertisers run to see which Display Network properties displayed their ads and view associated statistics?

A) Ad Performance
B) Reach and Frequency
C) Placement Performance
D) Impression Share

3.) Which feature applies to the Display Network but not the Search Network?

A) Frequency capping
B) Cost-per-click (CPC) bidding
C) Location targeting
D) Language targeting

4.) Why is it recommended to separate Display Network campaigns from Search Network campaigns?

A) Different campaign settings may be more effective on different networks
B) Separate campaigns allow for more accurate location targeting
C) Higher bids are required to be successful on the Google Display Network
D) Lower clickthrough rate (CTRs) on the Google Display Network can negatively affect Quality Score

5.) When optimizing for the Display Network, a clear call-to-action (CTA) in the ad text is important in order to:

A) improve the Quality Score of the ad on all Google properties
B) identify the traffic to your website that was generated by AdWords ads
C) increase overall impressions for the ad
D) set expectations for customers who are in various stages of the buying cycle

6.) Which best practice is advisable when optimizing ad groups within a placement-targeted display campaign?

A) For each ad group, target groups of placements with similar themes
B) Move automatic and managed placements into separate ad groups
C) Create a separate ad group for each placement
D) Target a broad collection of placements with a single ad group

7.) An advertiser who purchases a YouTube homepage masthead ad pays a:

A) cost-per-day (CPD) determined by an auction.
B) fixed cost-per-thousand (CPM) impressions.
C) cost-per-thousand (CPM) impressions, determined by an auction.
D) fixed cost-per-day (CPD)

8.) When an advertiser using viewable cost-per-thousand impressions (vCPM) bidding clicks on his own display ad, Quality Score:

A) is not affected because the click is automatically filtered out by Google’s invalid click technology
B) improves for that placement because the clickthrough rate (CTR) increases
C) improves for that placement because the vCPM bid decreases
D) is not affected because clickthrough rate (CTR) is not a factor with vCPM bidding

9.) Which report is helpful when using site and category exclusions?

A) Ad group report
B) Campaign report
C) Keyword report
D) Placement report

10.) Which builds keyword lists that can be used to show your ads on relevant webpages across the Display Network?

A) Display Planner
B) Google Analytics
C) Keyword Planner
D) Display Campaign Optimizer

11.) How long should advertisers wait after creating a new Display campaign before analyzing its performance?

A) 1 month
B) 1 week
C) 2-3 days
D) 2-3 weeks

12.) With TrueView in-stream, an advertiser pays:

A) after the viewer watches for at least 30 seconds or to the end of the video.
B) only when a viewer chooses to watch the video.
C) after the viewer sees 5 seconds of the video.
D) on a CPM basis.

13.) What type of video ads can be created with AdWords for video?

A) Homepage masthead unit?
B) TrueView video ads
C) Homepage expandable masthead unit
D) In-video Ads

14.) If a display ad has been disapproved, how do you submit a request for another review?

A) Open and then resubmit the ad
B) Click “Re-review display ad”
C) Email adwords-support@google.com to find out why it wasn’t approved
D) Edit your ad so it complies with Google policy and re-save it

15.) An ad’s Quality Score on the Display Network will affect:

A) the Display Network placements on which the ad is eligible to show
B) the Quality Scores for the keywords in that ad group
C) whether an ad is eligible to enter the ad auction
D) the Quality Score for the same ad on Google and the Google Search Network

16.) Where do the majority of AdWords ads on YouTube appear?

A) YouTube homepage
B) Event pages
C) Contest pages
D) Watch Pages

17.) An advertiser selling airline tickets has designed an image ad with drop-down menus for airport departure and arrival locations. Rather than programming the menu to show airports, the advertiser wants a click on the ad to go to his website. This ad will:

A) perform well on the Display Network because it contains relevant information
B) be disapproved because it mimics a function the ad can’t perform
C) perform poorly on the Display Network because it will frustrate people
D) be resized on the Display Network because it lacks animation elements

18.) When planning a campaign, the first thing an advertiser thinks about should be:

A) the tools available to build a display ad
B) the advertiser’s daily budget
C) the tools available to optimize the campaign
D) the advertiser’s goals

19.) The Ad gallery allows advertisers to:

A) download and edit display ads created by third-party developers
B) use templates to create display ads at scale
C) edit and manipulate images and video footage to be used in their display ads
D) create display ads to be used in any online or offline format

20.) An advertiser notices that a Display campaign is receiving a large number of conversions at certain times and days of the week. Which feature would help this advertiser maximize the number of conversions received at the campaign’s current budget?

A) Bid Optimizer
B) Ad rotation
C) Ad scheduling
D) Frequency capping

21.) Which of these metrics is typically most important in measuring a direct response advertiser’s performance on the Display Network?

A) Clicks
B) Clickthrough rate (CTR)
C) Conversions
D) Impressions

22.) An advertiser using viewable cost-per-thousand impressions (vCPM) bidding wants to maximize exposure on a specific set of sites selected for a new campaign. Which is a best practice when setting up the campaign?

A) Set bids at the ad group or campaign level
B) Choose websites that represent a variety of themes
C) Set bids on individual placements
D) Create a campaign for each website

23.) Regarding advertising metrics, auction-based reports can be reviewed by logging in to AdWords and reservation-based reports can be reviewed:

A) by requesting it from a Google representative.
B) by logging into AdWords for video.
C) by requesting it from AdSense.
D) by logging into YouTube.

24.) An advertiser who sells coffee beans adds the keyword “Java’” to an ad group. After two weeks, she runs a placement performance report and notices that the ad is showing up on websites about JavaScript programming. What should she do to avoid appearing on these irrelevant sites?

A) Add “Java beans” as a negative keyword
B) Make it obvious in the ad copy that “Java” refers to coffee, not JavaScript
C) Exclude “Programming” as a topic
D) Add “Coffee beans” as a topic

25.) A direct response advertiser would like to promote a new line of non-stick cookware that is being sold on an e-commerce site via a display ad. She should choose a landing page for the ad that features:

A) the entire new line of non-stick cookware
B) a specific pan within the new line
C) all non-stick cookware sold on the site
D) all cookware sold on the site

26.) When reviewing her display campaign, Gina sees that her clickthrough rate is higher on weekdays from 10 a.m. to 1 p.m. Which feature could help her be more efficient with her advertising during this time?

A) IP Exclusion
B) Bid adjustments
C) Frequency capping
D) Ad rotation

27.) Remarketing is targeting ads to people who’ve already visited:

A) multiple websites on the Display Network
B) your website after they’ve search on Google
C) your website as they browse websites and use apps on the Display Network
D) competitors’ websites multiple times

28.) John is an advertiser concerned about traffic fluctuations in his AdWords for video campaign. What could be a reason for these traffic fluctuations?

A) Viewer behavior has changed on the videos or channel being targeted.
B) There was an increase in searches performed on Google on keywords that John has placed bids.
C) The Quality Score of the campaign has increased.
D) John’s “Search campaign” hit the daily budget.

29.) Which allows advertisers to see which sites referred visitors with the most time spent on site?

A) Keyword Planner
B) Ad Planner
C) Display Planner
D) Google Analytics

30.) Ads are likely to be most contextually relevant to the sites on which they appear when using:

A) Remarketing
B) In-market audiences
C) Affinity audiences
D) Topic targeting

31.) Which is the best type of campaign for an advertiser to use to target a set of specific mobile apps with ads for their website?

A) Display Network – “Mobile app installs”
B) Display Network with the marketing objective of “Engage with your mobile app”
C) Display Network – “Ads in mobile apps”
D) Search Network with the marketing objective of “Mobile app installs”

32.) When using cost-per-acquisition (CPA) bidding, an advertiser bids using a maximum CPA and pays by:

A) Viewthrough
B) Impression
C) Click
D) Conversion

33.) True or False: An advertiser can target mobile apps via AdWords.

A) False
B) True

34.) What’s a best practice for creating an effective ad with Ad gallery?

A) Create only one ad size for each distinct image
B) Use the same color for the foreground and background of the ad
C) Use one template for all ads
D) Use a color scheme that complements your image and brand

35.) Which ad format is easiest to create and edit, and has the widest reach on the Display Network?

A) Display ads
B) Text ads
C) Rich media ads
D) Video ads

36.) An advertiser is running video ads on a placement-targeted campaign. Recently, the play rate for the video ads has decreased. To understand if the decreased play rate is due to the same viewers seeing the ad repeatedly and, therefore, not watching the video again, this advertiser should:

A) use the “Playbacks through 50% of video” reporting feature.
B) run a Placement Performance report.
C) enable conversion tracking.
D) run a Reach and Frequency report.

37.) An advertiser creates a display ad with Ad gallery. It doesn’t show properly in all the sizes the advertiser wants to use. What should the advertiser do to ensure that it shows in all sizes without limiting exposure?

A) Create new display ads that will work well with the ad sizes that aren’t working properly
B) Target placements that accept only ad sizes that show the content properly
C) Continue to redesign the ad with the Ad gallery until the content shows properly in all of the selected ad sizes
D) Allow all ad sizes to show on all placements

38.) Which is a method for evaluating performance of engagement ads created with the Ad gallery?

A) Funnel visualization report
B) AdSense reports in Google Analytics
C) Transaction rate
D) Mouseover rate

39.) True or False: Video search behavior is different from traditional search behavior.

A) False
B) True

40.) An advertiser who’s had success with text ads on the Display Network wants to start using rich media ads. Why should she consider using Ad gallery compared with other tools?

A) Ad gallery lets advertisers include as much text as the advertiser thinks is needed
B) Ads built with Ad gallery tend to have lower cost-per-click (CPC) than ads built with other tools
C) Ad gallery’s templates ensure that ads blend into the color scheme of any website
D) Ad gallery lets advertisers easily create and change ad text

41.) In order to run image or video ads using AdWords, a campaign must be targeting:

A) the Google Search Network
B) the Google Display Network
C) Demographics
D) Placements

42.) If a display ad appears “above the fold,” this means that it:

A) can be viewed in the upper portion of the page without scrolling
B) will appear at the top of each page of the website
C) will appear anywhere on the front page of the website
D) takes up more than 20% of the webpage

43.) True or False: A best practice for selecting keywords for a TrueView in-display video campaign is to use YouTube tags for keywords.

A) True
B) False

44.) Which tool works best to help advertisers automatically find and bid on relevant placements?

A) Targeting optimization
B) Display Planner
C) Conversion Optimizer
D) Keyword Planner

45.) When competing for the same ad unit, if the Ad Rank of a cost-per-thousand impressions (CPM), placement-targeted ad is higher than the combined Ad Rank of all competing keyword-targeted ads, then the:

A) placement-targeted ad will be the only ad to appear in the ad unit
B) keyword-targeted ad will appear above the placement-targeted ad
C) placement-targeted ad will appear above the keyword-targeted ad
D) keyword-targeted ad will be the only ad to appear in the ad unit

46.) An advertiser wants a display ad to be eligible to appear on YouTube. The advertiser has already created a campaign to show only on managed placements within AdWords. What process does this advertiser need to follow so that the ad becomes eligible to appear on YouTube?

A) Select specific, viewer-generated content on YouTube where the ads will appear.
B) Create a campaign that targets other video sites on the Google Display Network.
C) Create a 160×600 ad and add YouTube specific keywords to the ad group.
D) Select youtube.com or specific sections within YouTube where the ads will appear.

47.) Which automatically optimizes both targeting and bidding based on conversion history to help find additional conversions for Display Network campaigns?

A) Google Analytics
B) Ad Preview and Diagnosis tool
C) Aggressive targeting
D) Display Planner

48.) For advertisers bidding on maximum CPC basis, Quality Score on the Display Network is evaluated on the:

A) Quality Score of all campaigns and regional targeting settings
B) Quality Score of keywords across all campaigns and all ad groups
C) click-through rate (CTR) of the ad and relevance of the ad text and keywords to the publisher’s site
D) clickthrough rate (CTR) of all keywords across the account and the relevance of the ad text and keywords to the advertiser’s landing page

49.) For an advertiser focused on branding, what are the key success metrics?

A) Reach and frequency
B) Clicks and Impressions
C) Cost-per-conversions
D) Conversion Rate

50.) In order to use target cost-per-acquisition (CPA) bidding, an advertiser must:

A) be opted in to the Search Network
B) be using viewable cost-per-thousand impression (vCPM) bidding, with a certain number of viewable impressions in the previous 30 days
C) be opted in to the Search Network and YouTube
D) have a certain number of conversions in the previous 30 days

51.) Ads on YouTube are bought and sold on an auction basis as well as on a reservation basis at:

A) a fixed rate for all placements.
B) a rate that varies weekly depending on popularity.
C) a fixed rate that varies by placement and country.
D) discounted rates for strategic partners.

52.) Why is it beneficial to include a text ad in the same ad group as an image ad when advertising on the Display Network?

A) It ensures maximum coverage because some publishers don’t accept all ad formats
B) Text ads don’t perform as well on the Display Network
C) It ensures one of the ad formats will win the auction and show on a publisher site
D) Image ads don’t perform as well on the Display Network

53.) Managed placements allow advertisers to:

A) give Google the ability to select placements for them and set industry-appropriate bids
B) bid differently for specific placements on the Display Network
C) exclude a specific ad unit on a network page where there are multiple ad units
D) target relevant placements across the entire Display Network based on their keyword lists

54.) Your client Anna wants to increase the reach and visibility of her ads. Which bidding strategy would you recommend?

A) Cost-per-view (CPV)
B) Cost-per-acquisition (CPA/CO)
C) Viewable cost-per-thousand impressions (vCPM)
D) Cost-per-click (CPC)

55.) Your client Christina wants to drive traffic to her site. She has return-on-investment goals and is already using AdWords conversion tracking. Which bidding strategy would you recommend?

A) Viewable cost-per-thousand impressions (vCPM)
B) Target return on ad spend (ROAS)
C) Cost-per-day (CPD)
D) Cost-per-view (CPV)

56.) An advertiser who has conversion tracking enabled wants to optimize a campaign that contains display ads. In order to identify the websites that are generating sales, he should review:

A) the clickthrough rate (CTR) for each placement
B) the Conversions column of the Placements tab reporting table
C) the average cost-per-conversion of the campaign
D) the Site Search report within Google Analytics

57.) What is a best practice for building ads with the Ad gallery?

A) Add a visible display URL.
B) Use multiple, small images.
C) Use the same template for all ads.
D) Create a text-heavy ad.

58.) True or False: Auction bidding isn’t a concern for advertisers using reservations because these placements are available at a fixed price.

A) False
B) True

59.) A direct response advertiser is primarily interested in generating conversions from a Display campaign. To get a potentially better return on investment, this advertiser should use:

A) cost-per-day (CPD) bidding
B) viewable cost-per-thousand impressions (vCPM) bidding
C) target cost-per-acquisition (CPA) bidding
D) cost-per-click (CPC) bidding

60.) Cost-per-thousand impressions (CPM) bidding is only available for:

A) accounts using U.S. dollars for billing currency
B) accounts that are using prepay billing
C) campaigns that target the Display Network
D) campaigns that target search partner sites

61.) Frequency capping limits the number of times:

A) your ads appear during the designated days and house that you set
B) your ads appear to the same person on the Display Network
C) your ads appear to users with the same IP address
D) your ads appear to the same person on the Search Network

62.) On Schedule Indicator (OSI) is:

A) the percent likelihood the campaign will deliver all impressions booked.
B) the predicted time when the campaign will deliver all clicks.
C) the percent likelihood the campaign will deliver all clicks booked.
D) the predicted time when the campaign will deliver all impressions.

63.) Which would contribute to a higher Quality Score for a display ad?

A) High number of impressions
B) Fast landing-page load time
C) Testing all image ad sizes
D) High maximum cost-per-clicks (CPCs)

64.) Which feature could help advertisers determine if the clicks they are receiving on the Display Network are valuable?

A) Conversion tracking
B) Display Planner
C) Keyword diagnosis
D) IP exclusion setting

65.) Someone browsing the Internet sees an AdWords display ad for laptop computers on a Display Network site, but doesn’t click on it. Two weeks later, she’s interested in buying a laptop and decides to visit the site from the ad. She finds the site by doing a Google search, goes directly to it, and buys a laptop. In this scenario, view-through conversions would be valuable for the advertiser because it could:

A) measure the number of potential clicks associated with ad impressions
B) track the IP addresses of the people who saw the ad
C) measure the number of conversions associated with ad impressions
D) track the number of people who saw the ad but didn’t convert

66.) Frequency capping gives advertisers the ability to specify a limit to the number of:

A) impressions for all viewers
B) impressions for a unique viewer
C) clicks for a unique viewer
D) clicks for all viewers

67.) View-through conversions are available only to:

A) advertisers that have implemented Conversion Optimizer
B) advertisers that have implemented Conversion Tracking
C) advertisers that are using AdWords for Video
D) advertisers that have opted into the Search Network

68.) Advertisers might choose to advertise on YouTube if their goal is to:

A) select a specific demographic targeting method using sound and motion.
B) reach mobile customers looking for a nearby product or service.
C) drive sales to their online store.
D) reach customers looking for products or services using search.

69.) True or False: An advertiser can use AdWords to target the YouTube homepage on mobile devices.

A) True
B) False

70.) Which is a benefit of using display advertising with Google to build brand awareness?

A) Consistent performance from day-to-day
B) Higher clickthrough rates (CTR) than on Google Search
C) Expansive network of diverse sites
D) Accurate forecasts of clicks and impressions

71.) An advertiser purchasing display advertising through other ad networks can still benefit from using AdWords display ads because:

A) she can fill in the gaps of niche and mass-marketed sites using AdWords targeting options
B) the ad can appear multiple times on a page to reinforce the advertiser’s message
C) the ad will show on all ad networks and will reinforce the advertiser’s message
D) she can infinitely loop animated image ads

72.) An advertiser promoting the release of a film that’s entirely in French with no subtitles wants to advertise on YouTube. He’s advertising it heavily in France through a traditional ad campaign, but wants to ensure that online ads reach the most relevant YouTube audience. Which should he do?

A) Set language targeting options for the campaign containing the ads for the film
B) Change the AdWords account language setting to French during setup
C) Change the managed placements to French
D) Target specific YouTube localized domains

73.) In terms of number of queries, YouTube is the:

A) 3rd largest search engine on the web.
B) 10th largest search engine on the web.
C) 2nd largest search engine on the web.
D) 5th largest search engine on the web.

74.) What is the best definition of Google display advertising?

A) Non-text ads that use images, Flash, video or other technologies, and appear alongside Display Network sites or search results on the Google homepage.
B) Image ads that appear on the Google Display Network.
C) Non-text ads that use images, Flash, video or other technologies, and appear alongside publisher content.
D) Image ads that appear on Display Network pages or search results.

75.) An advertiser who wants to target specific categories of video content on the Display Network should:

A) target the Search Network
B) use video ads
C) add a call-to-action (CTA) overlay to the ads
D) add the keyword “video” to the campaign

76.) Which bidding option is best suited for an advertiser focused on direct response marketing goals?

A) Effective cost-per-thousand impressions (eCPM)
B) Cost-per-interaction (CPI)
C) Cost-per-click
D) Cost-per-thousand impressions (CPM)

77.) Advertisers using the Display Network can use the reporting table in the Placements section of the Display tab to determine the:

A) Internet Protocol (IP) addresses of users who have seen their ad
B) countries of residence of people who’ve seen their ad
C) site on which people have seen their ad
D) frequency at which an ad is shown for a given person

78.) For an ad entering an auction on the Display Network, the AdWords system will calculate the effective cost-per-thousand impressions (eCPM) when there are:

A) only cost-per-click (CPC) ads entering the auction
B) both cost-per-click (CPC) and cost-per-acquisition (CPA) ads entering the auction
C) only viewable cost-per-thousand impressions (vCPM) ads entering the auction
D) any cost-per-click (CPC) or cost-per-acquisition (CPA) ads entering the auction

79.) If an advertiser chooses to run ads in image formats, Google will:

A) display these ads on the Search Network
B) charge an additional fee to serve these ads
C) require that cost-per-thousand impressions (CPM) bidding be used
D) display these ads on the Display Network

80.) True or False: When an advertiser edits an ad extension, all the performance statistics are lost.

A) True
B) False

81.) Jackie is an advertiser who wants to reach people by using both remarketing and Product Listing Ads. What’s the best targeting strategy for her?

A) Create one ad group targeted to both remarketing and Shopping
B) Create a combined remarketing and Shopping campaign
C) Create two ad groups: one targeted to remarketing and the other to Shopping
D) Create separate remarketing and Shopping campaigns

82.) What can you do by creating a separate campaign that’s targeted only to the Display Network?

A) Allocate budget and control spend more effectively across campaigns
B) Exclude irrelevant placements and categories
C) Set specific maximum cost-per-click (CPC) bids for automatic placements
D) Set a separate placement bid at the ad group level

83.) Display inventory on the Display Network is published by AdSense or:

A) The DoubleClick Ad Exchange
B) AdWords
C) Teracent
D) Right Media

84.) An advertiser is running a placement-targeted campaign on YouTube, and is consistently reaching the campaign’s daily budget. The advertiser is also receiving conversions at the expected cost-per-conversion. Based on this information, the advertiser should:

A) increase the campaign’s budget.
B) select a specific demographic targeting group.
C) decrease the campaign’s budget.
D) decrease the cost-per-click (CPC) bid.

85.) Which targeting method allows an advertiser to reach people who have previously visited their website by showing them relevant ads when they visit other placements on the Display Network?

A) Placement
B) Affinity audiences
C) Remarketing
D) Topic

86.) Which bidding option is best suited for an advertiser focused on branding goals?

A) Cost-per-click (CPC)
B) Viewable cost-per-thousand impressions (vCPM)
C) Cost per acquisition (CPA)
D) Effective cost-per-thousand impressions (eCPM)

87.) What is a benefit of using the Ad gallery to create an image ad?

A) An ability to choose from pre-existing design templates.
B) An ability to extend a display campaign’s reach to Google search partners.
C) An ability to automatically adjust image content based on campaign performance.
D) An ability to automatically create image ads from existing ad text.

88.) In order to use remarketing with Google Analytics, you need to:

A) have a goal conversion rate of 20%
B) have a goal conversion rate of 30%
C) have at least one active AdWords account
D) have your Google Analytics and AdWords accounts linked

89.) Which is a benefit of using a Lightbox ad?

A) You can run it on both the Search and Display Network
B) There’s no cost for engagement with the ad
C) You can be charged only for click-throughs
D) You can use any Display Network targeting method

90.) Where can you place a client’s image and video ads?

A) On the Search Network and YouTube
B) On the Search and Display Networks
C) On the Search Network only
D) On the Display Network only

91.) Your client wants to reach customers who are browsing content relevant to the company’s keywords and highly likely to buy their products. You recommend using the Search Network with Display Select because the Display option:

A) uses keywords to target web pages with relevant content and uses predictive models to determine which pages are most likely to result in conversions
B) optimizes affinity targeting to place ads on all relevant web pages
C) optimizes keywords and applies affinity targeting conversion models to target ads
D) uses dynamic placement to target web pages and applies predictive conversion models to target ads

91.) How does an extension work on a Display ad?

A) It extends the ad below the fold
B) It adds extra information, like a location or phone number
C) It extends the length of the ad placement
D) It adds a testimonial

92.) Your client who sells sports shoes might choose to target a custom affinity audience if he wants to:

A) reach men, women, and children of all ages who need any kind of athletic shoes
B) reach shoppers who are ready to buy right away
C) increase brand awareness
D) sell high-end running shoes to competitive marathon runners

93.) You’re setting up a dynamic remarketing campaign for your client who sells educational products. Which best practice should you follow?

A) Use the “Education” business type
B) Use a custom feed
C) Include “textbooks” and “study guides” as keywords
D) Implement the remarketing tag after the body tag

94.) Your client has a Mexican restaurant and wants to increase brand awareness in the local community. What type of ad would you create to help reach your client’s goal?

A) An interactive Lightbox display ad on the Display Network that’s focused on the restaurant’s most popular menu items
B) A text ad with keywords describing the most popular menu items, like “fish tacos,” on the Search Network
C) An image ad featuring a drawing of the restaurant on the Display Network
D) A text with a call extension on the Search Network

95.) You might choose to use preferred layouts for dynamic display ads if your client:

A) wants to choose the layouts but not the features
B) doesn’t care if AdWords chooses the layouts and features
C) wants to choose the layouts and features
D) wants to choose the features but not the layouts

96.) Your client wants to reach new parents with ads for organic baby food. What kind of targeting would you recommend?

A) Managed placements
B) In-market audiences using the “Infant & Toddler Feeding/Toddler Meals” category
C) Dynamic remarketing
D) Similar audiences

97.) Hayley’s client wants to drive sales of her new cookbook that’s about gluten-free desserts. If Hayley sets up a Display Network campaign that targets potential customers using keywords and topics and the “Target and bid” setting, her client’s ads can show when:

A) the keywords and bid match
B) the keywords and topics match
C) only the keywords match
D) only the topics match

98.) In-market audience targeting consists of people:

A) who are currently researching options and actively considering buying a product or service like yours
B) who are interacting with contextually relevant content
C) whom you’ve reached through remarketing
D) who are in your overall target demographic group

99.) What’s something you can do in Ad gallery to enhance a dynamic display ad?

A) Make the call-to-action button blink
B) Add a flashing border
C) Customize your logo and colors
D) Upload your own call-to-action button

100.) Which practice would be acceptable under Google’s editorial and technical requirements?

A) Including a generic phrase like “Buy products, click here”
B) Linking to a site that’s under construction
C) Promoting documented copyrighted content
D) Showing a URL that doesn’t accurately indicate the landing page, such as “google.com” taking people to gmail.com

101.) In order to use Conversion Optimizer, an advertiser must:

A) be opted in to the Search Network
B) have a certain number of conversions in the previous 30 days
C) be opted in to the Search Network and YouTube
D) be using viewable cost-per-thousand impressions (vCPM) bidding, with a certain number of viewable impressions in the previous 30 days

102.) Targeting by topic is a good strategy if your client wants to:

A) actively manage his budget because he has strict cost-per-acquisition goals
B) drive sales on his website
C) control where his ads appear on the Display Network
D) reach a specific audience

103.) On the Display Network, enhanced cost-per-click (ECPC) automatically:

A) sets bids to maximize your conversion value while trying to reach an average return on ad send
B) sets bids to help you get as many conversions as possible
C) sets bids to help you get the most clicks within your target spend amount
D) adjusts your manual bid up or down based on each click’s likelihood to result in a conversion

104.) An advertiser would benefit from using affinity audience targeting if they want to reach people:

A) regardless of their particular interests
B) with a very specific interest, for example, avid marathon runners
C) who’ve already visited their website
D) with a particular broad interest, for example, sports fans

105.) The dynamic remarketing tag collects data such as:

A) affinity group characteristics
B) number of code snippets
C) business ID numbers of visitors
D) types of pages viewed

106.) Your client has a cupcake shop in a hard-to-find alley in San Francisco. She’s advertising on the Display Network. What’s the best way to help people find her?

A) Add a location extension to her ad
B) Prominently feature her street address in bold text
C) Advertiser on the Search Network as well as the Display Network
D) Add a map showing her location to her ads

107.) If you’re considering a Display Network campaign and want to estimate the reach of different targeting options, you’d use:

A) Ad Preview and Diagnosis
B) Keyword Planner
C) Display Planner
D) Google Analytics

108.) If your client runs a car dealership and wants to increase brand awareness among auto enthusiasts, which bidding type would you suggest?

A) Cost-per-day (CPD)
B) Target cost-per-acquisition (CPA)
C) Viewable cost-per-thousand impressions (vCPM)
D) Cost-per-view (CPV)

109.) Your client Ali has a car dealership. She wants to reach people who are actively researching electric cars and ready to buy one. Which type of targeting would you recommend?

A) Demographic targeting
B) In-market audiences
C) Dynamic remarketing
D) A broad affinity audience

110.) A custom Lightbox ad must have a format hosted in:

A) DoubleClick Campaign Manager
B) AdWords
C) DoubleClick Studio or AdWords
D) DoubleClick Studio

111.) Which practice would violate Google’s editorial and professional requirements?

A) Including a border on the ad
B) Including a question mark in the headline
C) Directing people to a page other than the advertiser’s homepage
D) Showing a ValueTrack tag in the text

112.) If you’re using remarketing to reach people who’ve used your mobile app, they see your ads:

A) while using other mobile apps on the same mobile or tablet device
B) while browsing and using Google Maps
C) when they enter search terms for products like yours on a mobile device
D) each time they re-use your mobile app

113.) Viewable cost-per-thousand impressions (vCPM):

A) lets you pay only for impressions that become viewable
B) counts an ad as “viewable” when 75% of it is visible on the screen for 5 seconds or more
C) applies to all ads that appear in Google Search and on the Display Network
D) lets you bid based on AdWords’ projected views of your ad

114.) Your client Alexa, who sells wedding accessories, is running a text ad on the Display Network. What might Google automatically include in her ads?

A) A promotion from a related business, like a bakery
B) A photo of a bride
C) A map showing her business location
D) A quotation about falling in love

115.) What’s needed to create a “Display Network” campaign to start promoting an app in other apps and on mobile websites?

A) The app package name (Android) and/or app ID (iOS) of the promoted app
B) The selection of at least two mobile targeting options
C) Prior placement of an ad for the app on the Search Network
D) The serial number of the promoted app

116.) What’s a best practice for building ads with Ad gallery?

A) Create a text-heavy ad
B) Add a visible display URL
C) Use multiple small images
D) Use the same template for all ads

117.) Which functionality applies to HTML5 ads?

A) They’re easy to update but require plug-ins
B) They use interactive content stored in containers and rendered in browsers
C) They’re easy to update and don’t require plug-ins
D) They can’t be viewed on mobile devices

118.) An ad may not appear correctly on mobile phones if it:

A) is in Lightbox format
B) uses HTML5
C) isn’t optimized for mobile
D) uses Flash or contains large images

119.) Your client wants to place image and video ads on a wide variety of websites so people will see them while browsing those sites. Which type of AdWords campaign would be best for that?

A) Search Network only
B) Search Network with Display Select
C) Search Network with YouTube Select
D) Display Network only

120.) When creating a display ad, Ad gallery lets you:

A) extend a Display campaign’s reach to Google search partners
B) automatically adjust image content based on campaign performance
C) choose from existing design templates
D) automatically create a display ad from existing ad text

121.) Your client Kevin works for a retailer that sells eco-friendly products. He wants to attract an audience with an established interest in his message. What type of targeting would you recommend?

A) Contextual product targeting
B) The “Green Living Enthusiasts” affinity audience
C) Demographic targeting
D) Gender targeting

122.) To raise awareness of what you’re advertising without limiting who might see your ads, you should:

A) set a mobile bid adjustment to reach more customers on mobile devices
B) set a topic bid adjustment to show your ads on multiple pages about a specific topic
C) add multiple targeting methods and use the “Target and bid” setting
D) add multiple targeting methods and use the “Bid only” setting

123.) A Ready Lightbox ad can contain:

A) just text with no image
B) a video and images
C) adult-oriented content
D) a 3-D game

124.) Which automatically expands your reach based on your campaign’s conversion history to help get as many conversions as possible?

A) Conservative targeting
B) Aggressive targeting
C) Google Analytics
D) Ad Preview and Diagnosis tool

125.) Which bidding type is only available for ads on the Display Network?

A) Viewable cost-per-thousand impressions (vCPM)
B) Target cost-per-acquisition (CPA)
C) Cost-per-view (CPV)
D) Maximize clicks

126.) “Engagement” with a Lightbox ad on a mobile phone or tablet is achieved when someone:

A) watches the ad twice in a row
B) hovers their finger over the ad for at least 2 seconds
C) watches the ad for at least 2 seconds
D) expands or interacts with the ad

127.) You have a friend who has a small business, and she wants to manage her own AdWords campaign. She has no experience with AdWords and would like to experiment with different options. Which campaign type would you recommend to start?

A) Search Network only
B) Display Network only
C) Display Network with Search Select
D) Search Network with Display Select

128.) Dynamic remarketing lets an advertiser:

A) engage visitors to the website by opening a chat session
B) show an ad to someone on his mobile device 24 hours after visiting the website on a desktop PC
C) show prior visitors to his site ads that are based on products or services they saw on the site
D) re-run an ad to increase the volume of people who will use it

129.) If one of your display ad groups isn’t serving due to incorrect target and bid settings, what should you do?

A) Set the targeting for the ad group to “Broad Reach”
B) Set the targeting for the campaign to “Target all” and resubmit the ad
C) Set the targeting for the ad group to “Target all”
D) Set all targeting for the ad group to “Bid Only” and at least one targeting method to “Target and bid”

130.) For advertisers bidding on a maximum CPC basis, Quality Score on the Display Network is evaluated on the:

A) clickthrough rate (CTR) of all keywords across the account and relevance of the ad text and keywords to the advertiser’s landing page
B) click-through rate (CTR) of the ad and relevance of the ad text and keywords to the publisher’s site
C) Quality Score of all campaigns and regional targeting settings
D) Quality Score of keywords across all campaigns and all ad groups

131.) A direct response advertiser is primarily interested in generating conversions from a Display campaign. To get a potentially better return on investment, this advertiser should use:

A) cost-per-day (CPD) bidding
B) viewable cost-per-thousand impressions (vCPM) bidding
C) Conversion Optimizer
D) cost-per-click (CPC) bidding

132.) In order to use Conversion Optimizer, an advertiser must:

A) must be opted in Google Search
B) be using CPC bidding
C) must be opted into YouTube
D) be using CPM bidding

Google Adwords Fundamentals Exam Questions

April 29, 2016 By CertificationAnswers

Google Adwords Fundamentals Exam Questions

1.) An advertiser is focused primarily on direct response, as opposed to branding. The advertiser should delete keywords from a search campaign if the keywords:

A) generate many clicks and conversions
B) generate many impressions and very few conversions
C) contain more than two words in the phrase
D) contain words that are duplicated in a display campaign

2.) What is a benefit of online advertising with Google AdWords?

A) Advertisers can identify the Internet Protocol (IP) address of users who are searching for products
B) Ads can include up to 50 characters for the first three lines of ad text
C) Ads are displayed to users who are searching for a particular product of service
D) Advertisers can pay to place their websites in the natural search results

3.) It is beneficial to create multiple ad groups in order to:

A) opt specific ad groups into various Google networks
B) break up keywords and ads into related themes
C) set different budgets for each ad group
D) pause specific keywords if they are not performing well

4.) What’s one benefit of creating multiple ad groups?

A) You can target specific ad groups into various Google networks
B) You can break up keywords and ads into related themes
C) You can set different budgets for each ad group
D) You can pause specific keywords if they are not performing well

5.) Which AdWords settings are specified at the account level?

A) A daily budget and a set of keywords and placements
B) Network distribution preferences and a set of keywords
C) A unique email address, a password, and billing information
D) Location targeting, cost-per-click (CPC) bids, and match types

6.) An online retail company is based in the United States but ships to customers all over the world. If this company wants to serve Spanish language ads to Spanish speaking users, which targeting option should be refined?

A) Language targeting
B) Regional targeting
C) Ad scheduling
D) Demographic targeting

7.) Which method would be recommended for an advertiser who is trying to increase the Quality Score of a low-performing keyword?

A) Repeat the keyword as many times as possible in the ad text.
B) Delete the keyword and add the keyword to the campaign again
C) Modify the ad associated with that keyword to direct to a highly-relevant landing page
D) Increase the daily budget for the campaign in which the keyword is located

8.) An advertiser wants to increase the Quality Score of a low-performing keyword. Which approach would you recommend?

A) Repeat the keyword as many times as possible in the ad text.
B) Delete the keyword and add the keyword to the campaign again
C) Modify the ad associated with that keyword to direct to a highly-relevant landing page
D) Increase the daily budget for the campaign in which the keyword is located

9.) An advertiser who decides to edit the location targeting of an ad can do this at the:

A) ad group level
B) keyword level
C) campaign level
D) account level

10.) If your campaign is opted into show ads on the Google Display Network, and your Display Network ads have a lower CTR than your existing search ads – how will this impact the quality score of your search campaign?

A) None of these options is correct
B) Your ad performance on the Display Network does not affect your rank for search ads, so a lower CTR on the Display Network does not affect the Quality score of your ads for search
C) Your daily budget will be adjusted to account for a drop in CTR and in increase in the CPCs needed to maintain the existing Ad Rank of your search campaigns
D) Your quality score will be adjusted to reflect the average CTR of both your search and display network campaign performance.

11.) An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of top ad position?

A) Improve Quality Score and increase cost-per-click (CPC)
B) Decrease cost-per-click (CPC) and increase daily budget
C) Decrease cost-per-click (CPC) and decrease daily budget
D) Improve Quality Score and decrease cost-per-click (CPC)

12.) To determine which ad language to target to a user, the AdWords system refers to that users:

A) Chrome Browser setting
B) operating system language
C) home country’s language
D) Google interface language setting

13.) Which budget delivery option is most appropriate for an advertiser who wants AdWords to distribute ads evenly throughout the day?

A) Accelerated
B) Optimized
C) Scheduled
D) Standard

14.) An advertiser wants to allocate additional budget to advertising a new product line. In order to accomplish this goal, the advertiser should create:

A) an ad group specific to the product line with a higher daily budget
B) additional text ads that specifically feature the product line
C) a campaign with a separate daily budget specific to the product line
D) an ad group specific to the product line with targeted ad text

15.) Suppose you have created an ad group to advertise gourmet chocolate, and it includes keywords like “dark chocolate” and “gourmet chocolate bars.” If you opted this particular campaign into the Google Display Network, what type of targeting would automatically be used to determine whether your ads might show?

A) Remarketing would be used to automatically target users who had previously visited sites that related to your keywords.
B) Topic targeting would be used to target all pages about chocolate, regardless of whether your exact keywords appear on the page.
C) Managed placements would be used to target specific sites you had selected as being important to your client.
D) Automatic placements would be used to contextually target sites that share the same themes as the keywords within your campaign.

16.) Which line of ad text would be disapproved based on Googles advertising policies?

A) Want fast results?
B) Free shipping
C) Best deals- click here
D) Fast, easy, effective

17.) How do managed placements on the Display Network work?

A) Advertisers can guarantee placement on prominent and popular sites.
B) Advertisers manually select the desired sites on which their ads may appear
C) Keywords are used to place ads next to content that matches the ad.
D) Appropriate sites are automatically chosen for the advertiser by the Google AdWords system.

18.) According to ad policies, what types of words, phrases, or characters can not be included in an AdWords text ad?

A) All of these answers are correct
B) Ads can not contain words that are not directly related to the keyword that the ad is targeting
C) Ads cannot use exclamation points (!) or question marks (?).
D) Ads cannot use call-to-action phrases such as “click here” or “See this site”

19.) Your text ad includes the phrase “Your friend has a crush on you, See more!”. Why could your ad be disapproved according to AdWords policies?

A) Ads can not simulate email inbox notifications or fake “friends/crush” requests.
B) Ads can not contain that amount of characters
C) Ads can not contain the phrase “See more!”
D) Ads can not contain exclamation points (!).

20.) Which formula does Google use to rank keyword-targeted ads on Google Search

A) (Maximum cost-per-click (CPC) bid + Daily Budget) / Quality Score
B) Maximum cost-per-click (CPC) bid x Quality Score
C) (Maximum cost-per-click (CPC) bid x Quality Score) / Daily Budget
D) Maximum cost-per-click (CPC) bid only

21.) When resetting a password in AdWords, what should a user keep in mind?

A) The new password is now required to access all other Google products with the affected Google Account log-in.
B) The new password will work for AdWords and the old password will work for other Google products.
C) The user will need to enable 2-factor authentication in order to access their account from any location
D) The password will need to be reset separately on other Google products that share the Google Account log-in

22.) A keyword with very low clickthrough rate (CTR) will usually receive:

A) more impressions on the Google Display Network
B) impressions only on the Google Search Network
C) a low average cost-per-click (CPC) on Google search.
D) a low Quality Score on the Google Search Network

23.) Adding placements to an ad group

A) negatively affects the Quality Score for search
B) does not affect the Quality Score for search
C) improves the Quality Score on Google
D) improves the Quality Score for search

24.) In the case of a placement targeted ad on the Google Display Network, the Quality Score portion of calculating Ad Rank is based on:

A) the quality of your image
B) the quality of your landing page
C) the maximum CPC of the keyword that triggered an ad.
D) your daily budget

25.) By adding managed placements to a Display Network campaign – you can show your ad:

A) on webpages where the Smart Pricing feature determines there the ad is likely delivery ROI.
B) on specific webpages, online video games, RSS feeds, and mobile sites and apps that you select
C) on webpages where a contextual targeting algorithm identified that is a match between your keywords and a publishers content
D) on Google owned and operated properties such as Gmail and Google News – that have relevant content for your keywords.

26.) A My Client Center (MCC) account manager wants to grant Standard Access to a linked client. Before making this change, the account manager should consider that Standard Access users can:

A) change the access levels of other users.
B) delete the account
C) invite others to access the account.
D) see average cost-per-click (CPC) costs.

28.) What happens when an advertiser sets a daily budget lower than the recommended amount, using the “Standard” delivery method?

A) Ads will show when a user searches on the advertisers keywords, but the ads rank will be reduced.
B) Ads will show each time a user searches on the advertisers keywords, but only during specified time periods
C) Ads will not show every time a user searches on the advertisers keywords
D) Ads will never show when a user searches on the advertisers keywords

27.) The maximum cost-per-click (CPC) bid is the:

A) amount an advertiser is required to pay to achieve top ad position
B) actual amount an advertiser pays for each click on an ad
C) most an advertiser is willing to pay for each click on an ad
D) amount an advertiser must pay to outbid competitors

28.) If an advertiser improves the Quality Score of a keyword, this keyword may:

A) receive fewer impressions on the Search Network
B) automatically reset its match type to Broad
C) earn the ad a higher average position
D) be more likely to appear in bold when displayed in an ad

29.) You can use Display Planner to:

A) see which images and text ads within your campaign are performing best on the specific websites you are targeting
B) run a report to determine which keywords are most likely to convert based on the past 30-days of your campaign
C) see potential webpages where your ad can appear based on your keywords
D) managed CPC bids for contextual campaigns within your account

30.) When sitelinks are set at both the campaign and ad group level, which will be displayed?

A) Sitelinks at the ad group level
B) Sitelinks with the highest ad rank
C) Sitelinks related to the query searched
D) Sitelinks from both the campaign and ad group

31.) Which formula represents how Ad Rank is determined on Google search?

A) Popularity of the website being advertised
B) Historic average position of each ad
C) Maximum cost-per-click (CPC) multiplied by Quality Score
D) How much an advertiser is willing to spend each day

32.) An advertiser looking to drive conversions is using manual cost-per-click (CPC) bidding. Which factor should be most important for this advertiser when keyword bids are decided?

A) The profit derived from a paid click
B) The bids of the next closest competitor
C) The cost of the bid
D) The Quality Score of the keyword

33.) What should an advertiser use to organize ad groups?

A) Common themes
B) Number of words per keyword
C) Maximum cost-per-click (CPC)
D) Location targeting

34.) Advertisers on Google search accrue cost in AdWords when:

A) users click on their ads
B) their ads appear on the Google search page
C) the user completes a purchase
D) they register a conversion using Conversion Tracking

35.) A primary benefit of location targeting is that advertisers can:

A) choose to target a specific Google domain
B) target any combination of countries, territories, and regions
C) target specific users who have already visited their site
D) choose to only target websites based in a specific region or territory

36.) You are managing a campaign where budget is unlimited as long as ROI is positive, but something still limits how much you are able to effectively invest. What is it? Choose the most closely related answer

A) Whether your payment method is credit or debit
B) The number of tracking codes installed on your website
C) The number of websites on the internet
D) The volume of traffic available for the keywords you are targeting

37.) What is the impact of poor landing page quality on an ad group?

A) The keywords in the ad group will be paused
B) The ads in the ad group will be disapproved due to low Quality Score
C) The keywords in the ad group will have a lower Quality Score.
D) The entire campaign will be paused

With the Smart Pricing feature in Display, if our data shows that a click from a Google Display Network page is less likely to turn into an actionable business result – such as an online sale, registration, phone call, or newsletter sign-up – we may:

A) Automatically adjust your daily budget to serve less ads on Google Display Network pages.
B) Use data from the Display Network auction to revise the cost of your Search ads
C) Automatically reduce your cost-per-click bids on the Google Display Network
D) Send notification that your bids should be adjusted

38.) Quality Score and Ad Rank are calculated:

A) Every time your ad is eligible to serve on a Display Network page
B) Every time someone does a search that triggers your ad
C) A few times a day, based on your ad scheduling settings
D) Every time you change your CPCs within your account

39.) On the Display Network, all keywords are considered broad match only. This means that you do not need to:

A) Include location targeting to narrow the reach of your ads
B) Include plurals, misspellings, and other variants of your keywords
C) Include negative keywords to refine your placement
D) manage your keyword performance at the ad group level

40.) Higher Quality Scores typically lead to:

A) higher costs and lower ad positions
B) lower costs and better ad positions
C) less overall impressions
D) faster delivery of daily budget

41.) Higher Quality Scores typically result in:

A) higher costs and lower ad positions
B) lower costs and better ad positions
C) less overall impressions
D) faster delivery of daily budget

An advertiser wants to increase clickthrough rate (CTR). Which would help to eliminate irrelevant impressions?

A) Assign unique keyword URLs to each keyword
B) Evaluated the site design for improvements
C) Add negative keywords to the ad group
D) Add more relevant keywords to the ad group

42.) Ad groups should be used to:

A) organize your ads by a common theme, such as the types of products or services you want to advertise
B) manage your daily budget according to which keywords are a priority
C) control delivery of your ads so that they appear only to users in a specific geographic location
D) control the specific sites that your ad will be targeted to on the Google Display Network.

43.) When setting up an AdWords account, choose your currency and permanent time zone carefully because:

A) time zone and currency will impact ad position
B) these cannot be changed once you have set up your account
C) ads are only served in countries using the same currency as your account
D) by default, ads are only served in the same time zones as indicated in your account

44.) Which are required components of an ad group running on the Search Network?

A) Frequency capping, daily budget, ad scheduling
B) Placements, keywords, network targeting
C) Default bid, position preference, placements
D) Text ad, keywords, default bid

45.) Which is a factor that Google uses to target ads to users based on physical location?

A) Language preferences
B) Internet Protocol (IP) address
C) Operating system
D) Telephone number

46.) Someone using the Google Russian search domain (Google.ru) changes the language to Englishon the “preferences” page. This user may see ads targeted to:

A) English speakers in the United States
B) Russian speakers in Germany
C) English speakers in Russia
D) Russian speakers in the Czech Republic

47.) Jims restaurant is launching a new campaign and would like greater exposure on mobile devices to attract users on the go. How can this be done?

A) Create a dedicated campaign for each mobile device targeted
B) Use the same bids across all devices
C) Enable a bid adjustment to bid more aggressively on mobile devices
D) Enable a bid adjustment to bid less aggressively on mobile devices

48.) Which is a benefit of Manager Defined Spend (MDS)?

A) Automatic bidding adjustments for Conversion Optimizer users
B) Control over managed account budgets for My Client Center (MCC) account-users
C) Advanced permissions control for billing preferences in multi-user accounts
D) Payment flexibility for accounts currently on prepay billing

49.) A benefit of My Client Center (MCC) is the:

A) increased Quality Score enjoyed on shared keywords
B) dashboard that provides summaries of statistics for all client accounts
C) ability to link multiple accounts with Google Analytics
D) ability to edit campaign settings across multiple accounts simultaneously

50.) Which is a best practice for creating effective ad text?

A) Use a home page for every URL
B) Include prices, promotions, and exclusives
C) Use the same ad text for every ad in the ad group
D) Use multiple exclamation points to grab attention

51.) A My Client Center (MCC) account functions primarily as:

A) a separate AdWords account with its own keywords and campaigns
B) a dashboard that allows clients view-only access to AdWords reports
C) an umbrella account that allows for access to individual accounts with a single log-in.
D) a bid management system for AdWords clients managed by resellers and agencies

52.) An advertiser creates a new ad group in a campaign that is set to run on all relevant sites across the Google Display Network. If both keywords and placements are added to the ad group, they would work together to:

A) determine the target return on investment (ROI) for a given ad group
B) impact the time of day that the ads are eligible to show
C) restrict the ads to specific sites and show them only when the content of that sites page is relevant to the keywords
D) impact search results and cost-per-click (CPC) on the Google Display Network

53.) It is important to identify special offers like “free shipping” before building an AdWords campaign in order to:

A) choose effective CPC bids
B) secure an effective daily budget
C) create compelling ad text
D) choose effective language targeting

54.) The Opportunities tab with AdWords can be used to:

A) Create and edit campaigns, ads, keywords, and campaign settings
B) See an overview of how your campaigns are performing
C) Find account reporting tools that will help you manage your daily budget
D) Find keyword, bid, and budget ideas that can help improve your campaign performance

55.) A bilingual user searches on Google.com (the Google U.S. domain) and has set Spanish as the preferred Google interface language. In order to target this particular user, which campaign language setting should an advertiser use?

A) Portuguese
B) Spanish
C) Bilingual
D) English

56.) Why should you avoid adding duplicate keywords across ad groups?

A) Identical keywords will compete against each other, and because both ads may serve – it may increase your CPCs
B) None of these options are correct
C) Identical keywords are not allowed in AdWords and your ads will be disapproved
D) Identical keywords compete against each other, and the better-performing keyword triggers your ad.

57.) Which best describes keyword contextual targeting?

A) Ads are targeted to groups of websites based on their site categories
B) Themes of selected placements determine related websites where ads will appear
C) Ads are targeted only to websites related to specific businesses
D) Themes of keywords are matched to relevant content on websites where ads will appear

58.) An advertiser adds negative keywords to an ad group within a search campaign. This means that the ad will not show if the negative keywords:

A) also appear in the ad text
B) have low maximum cost-per-click (CPC) bids
C) appear in another campaign within the account
D) appear in a users search query

59.) Quality Score on Google search is evaluated

A) every 48 hours
B) Every time someone does a search that triggers your ad
C) none of these answers is correct
D) every 24 hours

60.) The main goal of automatic cost-per-click (CPC) bidding is to

A) generate as many clicks as possible within an advertisers target budget
B) achieve the target ad position specified by the advertiser
C) generate as many conversions as possible within an advertisers target budget
D) achieve the target average CPC specified by the advertiser

61.) Location extensions can:

A) help show product information in a visual manner within your ad unit
B) help exclude locations where you do not have available stores.
C) help reduce your CPC bids depending on the location of a user
D) help nearby consumers find or call your nearest storefront

62.) Which can be controlled at the ad-group level of an AdWords account?

A) Daily budget
B) Placements
C) End dates
D) Geographic targeting

63.) Which is a benefit of AdWords for search marketing?

A) Increase position in organic search results
B) Acquire potential qualified customers
C) Understand how customers navigate websites
D) Collect contact information automatically from potential customers

64.) When a campaign is showing as “Pending” within AdWords, it is:

A) Inactive because it is past its scheduled date
B) Active, but showing ads only occasionally due to budget constraints
C) Inactive because your prepaid account balance has run out
D) Inactive but scheduled to begin at a future date

65.) Negative keywords can help advertisers refine the targeting of their ads by:

A) reducing their campaign’s daily budget recommendations
B) raising the average position of their ads
C) increasing the number of relevant Display Network placements
D) reducing the number of irrelevant clicks

66.) If the cost-per-thousand impressions (CPM) option is not available for a campaign, the most likely reason is that the campaign:

A) has used CPM pricing before
B) is only opted into the Google Display Network
C) has never used CPM pricing before
D) is only opted into the Google search and the Search Network

67.) Which is an example of a consideration an advertiser should make when establishing AdWords advertising goals?

A) Payment options available
B) Competitors cost-per-clicks (CPCs)
C) Website load time
D) Target market

68.) By monitoring ad campaign performance, an advertiser may obtain the information needed to:

A) create additional AdWords accounts for low-performing keywords
B) create duplicate ad groups with identical keywords and different ad variations
C) compare campaign performance to that of individual competitors
D) determine if campaigns are meeting overall marketing and conversion goals

69.) What type of bidding method is used to manage image ads on the Google Display Network?

A) CPA
B) CPM only
C) CPC only
D) CPM and/or CPC

70.) What happens as a result of a search campaign consistently meeting its daily budget?

A) Accelerated ad delivery
B) Higher average cost-per-clicks (CPCs)
C) Fewer sites targeted at once
D) Missed potential ad impressions

71.) What happens when a campaign consistently meets its average daily budget?

A) Ads in that campaign will stop showing for the rest of the billing cycle
B) Average cost-per-click (CPC) bids will be lowered
C) Your budget is automatically adjusted
D) Ads in that campaign will show less often than they could

72.) What best describes Enhanced Cost-Per-Click (ECPC)

A) ECPC is a separate bid set for ad groups using the Conversion Optimizer
B) ECPC is a CPC bidding feature that automatically bids more aggressively in auctions more likely to result in a conversion
C) ECPC is a Quality Score boost for advertisers using ad extensions
D) ECPC is the discount applied to your Max CPC to determine actual CPC

73.) Grouping similar keywords together in an ad group will:

A) ensure that the ads and keywords in that ad group are approved
B) allow an advertiser to create ads relevant to those keywords
C) keep an advertisers average cost-per-click (CPC) within a narrow range
D) allow an advertiser to use only broad match keywords

74.) If your ad serving option is set to “optimize” and there are multiple variations of your text ads within the same ad group, AdWords will:

A) automatically try to show the best performing ad more often
B) automatically increase your quality score based on the average CTR of the ad group
C) automatically serve the ad with the highest maximum CPC the most often
D) automatically lower your bids according to your CPA goal

75.) You have been targeting the entire United States in your scuba diving equipement ad campaign, but you know that much of the scuba equipment that is sold to customers in Hawaii. What would be the most efficient way to optimize your campaign and measure the impact of an optimization?

A) You add the keywords “Hawaii” to all of your ad groups, so that your ad will stop serving on searches that are not specific to Hawaii
B) You delete all of the keywords that have not been performing well, and start over with a new set of keywords and campaigns that uses location targeting to show only to users in Hawaii
C) You create a separate campaign targeting only Hawaii so you can easily see how your campaign performs in that state, and adjust your budget
D) You adjust your ad scheduling so that your campaign is only showing during business hours for the time zone that Hawaii is in

76.) With social extensions, how are +1s calculated for your ad and Google+ page

A) Any +1 on your ad is displayed as a part of your display campaigns, but has no bearing on oyur quality score or AdRank
B) Any +1 on your ad applies to your Google+ Page as well. All +1s from your Google+ Page are also applied to your AdWords ads
C) Only +1s from your Google+ page are showing in the count that is visible on your ad
D) Only +1s from your ads are calculated, your Google+ page is considered a separate campaign

77.) Which potential factor does Google use to calculate a search campaigns recommended daily budget?

A) Impressions
B) Conversions
C) Transactions
D) Placements

78.) A lower CPA does not necessarily indicate higher profit. Why?

A) A lower CPA may be due to changes in CPC bidding
B) A lower CPA may also have lower sales volume, reducing overall profit
C) A lower CPA may be due to additions in negative keywords
D) A lower CPA may be due to changes in network distribution

79.) Which best describes the “Optimize” ad rotation setting in AdWords?

A) The “Optimize” ad rotation setting allows your campaign to show ads more often, which can increase impressions
B) The “Optimize” ad rotation setting allows your campaign to automatically show the most relevant display URL for each ad
C) The “Optimize” ad rotation setting allows the AdWords system to automatically show the better performing ads more often
D) The “Optimize” ad rotation setting allows two of the ads from the ad group to show to a user on the same page

80.) In order for cost-per-click (CPC) ads and cost-per-thousand impressions (CPM) ads to compete with each other in the same auction on the Google Display Network, the AdWords system converts the CPC ads bid to:

A) a CPM
B) an effective CPM
C) an effective CPM conversion
D) a CPM conversion

81.) Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?

A) AdWords budgets can only be set once annually and require a fixed commitment
B) Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive
C) Online campaigns generate clicks, whereas other channels generate exposure
D) Budgets cannot be applied to online campaigns due to constant changes in traffic

82.) Your ad is live on Google search, and you want to continue to check it over time to see if it is still running. Why is it advised that you use the AdPreview and Diagnosis took, instead of doing searches to find your ad on Google.com?

A) By performing searches that trigger your ad, you are inflating the amount of predicted impressions on the search keywords, which may impact your organic search ranking
B) By performing searches that trigger your ad, you will be automatically be charged for the impressions and may use all of your daily budget too quickly
C) None of these options are correct
D) By performing searches that trigger your ad, you will rack up impressions without clicks, which can lower your clickthrough rate and prevent your ad from appearing as often as it should

83.) You are starting a new campaign with the goals of achieving a positive ROI and extending to all profitable traffic. How can the AdWords average daily budget setting help when starting out?

A) It can help direct traffic to different landing pages to discover which performs best
B) It can help aim for a desired average position during testing
C) It can help limit your costs and exposure while profitability is achieved
D) It can help limit exposure to only the geographical areas you support

84.) When optimizing your campaign, you can get ideas for negative keyword and placement exclusions lists through which AdWords tool?

A) List suggestor
B) Ad experiments
C) Placement performance report
D) Keyword aggregator

85.) You are focused on reaching viewers with video content, and are looking to pay only when a user views your ad (CPV model). Which form of AdWords video advertising would be most appropriate?

A) TrueView video formats
B) YouTube homepage ads
C) Click-to-Play video ad formats
D) CPM Video ad formats

86.) How often does the AdWords system run an auction to decide which ads to show on the Google search page

A) Every time a user enters a search query
B) Once every 24 hours for a given keyword
C) Every time a new advertiser adds a keyword to an account
D) Once every two hours for a given keyword

87.) Which is one characteristic of the “Accelerated” delivery method?

A) Ads are shown above the search results as well as to the right of the search results
B) Ads are shown when users search on relevant variations of keywords in the campaign
C) Ads are only shown when there is a higher likelihood that users will click on them
D) Ads are shown as frequently as possible until the budget is exhausted

88.) If you have set a maximum CPC bid of $1 for your ads, and if the next most competitive bid is only $0.50 for the same ad position, what is the maximum CPC you would need to pay to show your ad – assuming your ad is similar in all other aspects?

A) 1.01
B) 0.5
C) 0.51
D) 1

89.) All other things being equal, if you’ve set a maximum cost-per-click (max. CPC) bid of $1.00 for your ads, and if the next most competitive bid is $0.50 for the same ad position, what is the actual amount you’d pay for that click?

A) 1.01
B) 0.5
C) 0.51
D) 1

90.) Which is a benefit of search advertising with Google AdWords?

A) Ability to pay for specific placement in top ad positions
B) Extended reach to search partners
C) Better position in natural search results
D) Ability to view competitors bids for keywords

91.) An advertiser creates a new search campaign with the goal of driving traffic to a new website. The advertiser wants to spend very little time setting and managing individual keyword bids. Which is the best bidding option for this advertiser?

A) Cost-per-thousand impressions (CPM)
B) Automatic cost-per-click (CPC)
C) Manual cost-per-click (CPC)
D) Cost-per-Acquisition (CPA)

92.) Amy, a new account manager at Bobs agency, will be working with three specific accounts underneath a My Client Center (MCC) account. Which is the best way for Bob to limit her access to only those accounts?

A) Combine the campaigns from each account into a single AdWords account. Grant Amy access to that single account so she can manage all campaigns from one place.
B) Invite Amy as a read-only user on the MCC level, so she can view reports for the accounts she needs to see
C) Create a new MCC account linked to the original MCC account, and then move the three accounts into that MCC. Grant Amy access to that sub-MCC only.
D) Set up a direct login emails to each of the three accounts, so Amy will log in to each account individually without gaining access to the other accounts linked to the MCC

93.) Data shows that the audience for a client’s running shoe store is women ages 35 to 50. How can you optimize this client’s Display Network campaign based on your research?

A) Use frequency capping to limit the number of times men ages 40 to 65 see your client’s ads
B) Increase cost-per-click (CPC) bids and experiment with variations of ad text that includes running tips
C) Add demographic and age targeting to show ads to people in this audience
D) Set up a remarketing list to show ads to women who have previously visited your client’s website

94.) Your client wants to increase the number of people visiting his website. When analyzing the data for his Search campaign, which metric do you most want to improve?

A) Clickthrough rate (CTR)
B) Converted clicks
C) Impressions
D) Conversion rate

95.) When setting up a Search Network campaign for a client, you want to maximize the number of clicks her ads can get. Which bidding strategy should you use to achieve this goal?

A) Cost-per-thousand impressions (CPM)
B) Cost-per-acquisition (CPA)
C) Automatic cost-per-click (CPC)
D) Manual cost-per-click (CPC)

96.) Your client wants to improve her ad position. What would you recommend?

A) Improve the ad quality and increase bid amount
B) Add more keywords and increase daily budget
C) Improve Quality Score and decrease bid amount
D) Make the ad headline longer and more descriptive

97.) Which client would you advise to advertise on the Google Search Network?

A) Jim, who wants to reach people on social networks interested in poetry
B) Suzy, who wants to reach people browsing travel websites about China
C) Bill, who wants to reach people looking for plumbing services
D) Carol, who wants to reach people watching YouTube videos

98.) When reviewing the Search terms report for one of your client’s campaigns, you notice several terms that aren’t relevant to what they’re advertising. How can you use this information when refining the campaign’s keywords?

A) Add the terms as exact match keywords
B) Add the terms as phrase match keywords
C) Add the terms as negative keywords
D) Add the terms as keywords

99.) An e-commerce client wants her campaign to be more profitable. After calculating this client’s total profits from AdWords, what can you do to start maximizing results for profit?

A) Test different cost-per-click (CPC) bids
B) Test only one version of your ad text
C) Lower the cost-per-click (CPC) bids and increase the budget
D) Delete keywords that are generating the most clicks

100.) Data for your client shows that more estimated total conversions are coming from mobile devices versus computers and tablets. How can you use this data to optimize your client’s bidding strategy?

A) Use target search page location to help get your client’s ads to the top of mobile search page results
B) Set a mobile bid adjustment to increase bids for searches on mobile devices
C) Set a mobile bid adjustment to decrease bids for searches on computers and tablets
D) Use enhanced cost-per-click (ECPC) to increase bids that are likely to result in conversions from mobile devices

101.) Belinda’s boutique just started carrying 3 new designer labels. She wants to show an image ad announcing the new collections to people who are browsing websites about designer clothing. Which campaign type is a good fit?

A) “Display Network only – All features”
B) “Shopping”
C) “Search Network only – All features”
D) “Search Network only – Standard”

102.) Which of these metrics is especially important to clients who are running a branding campaign?

A) Clickthrough rate (CTR)
B) Average cost-per-click (avg. CPC)
C) Impressions
D) Phone call conversions

103.) On the Google Display Network, your ad is eligible to show on a webpage if your:

A) keywords match that webpage’s content
B) ad text matches that webpage’s content
C) landing page matches that webpage’s content
D) website matches that webpage’s content

104.) When reviewing your client’s Search Network campaign, you notice that the ads in one of the ad groups have a low average position. Which flexible bid strategy should you use to help improve the position of these ads?

A) Maximize clicks
B) Enhance cost-per-click (CPC)
C) Target return on ad spend (ROAS)
D) Target search page location

105.) Keyword Planner can help you build a new Search Network campaign by:

A) organizing potential placements into ad groups
B) suggesting landing pages for your ads
C) multiplying keyword lists together
D) creating new ads based on your keywords

106.) Nadia manages a local gym and is running an ad to drive more free trial memberships. What could she include in her ad text?

A) A prominent headline like “TRIAL MEMBERSHIPS AVAILABLE”
B) A call-to-action like “Visit our gym now”
C) Add a promotion like “20% off fitness classes”
D) Add a call-to-action like “Sign up for a free trial”

107.) If you want to direct people to specific pages on your website from your ad, you can create an ad that uses:

A) sitelink extensions
B) previous visit extensions
C) callout extensions
D) location extensions

108.) A standard AdWords text ad is made up of:

A) a display URL and description text
B) a headline, image, and description text
C) a headline and description text
D) a headline, a display URL, and description text

109.) Research for a client who owns used car dealerships shows that people who visit his website also visit certain popular car blogs. Which targeting method would you use to reach these people?

A) Remarketing
B) Keywords
C) Topics
D) Placements

110.) An advertiser looking to drive conversions is using manual cost-per-click (CPC) bidding. Which factor should be most important for this advertiser when deciding keyword bids?

A) The profit derived from a paid click
B) The bids of the next closest advertiser
C) The average profit per conversion
D) The Quality Score of the keyword

111.) Every time your ad is eligible to show, AdWords calculates its Ad Rank using your bid amount, components of Quality Score, and:

A) the daily budget you’ve set
B) your historical conversion rate
C) the expected impact of extensions and other ad formats
D) the search ranking of your website

112.) Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices?

A) Mobile bid adjustments
B) Target return on ad spend (ROAS)
C) Target search page location flexible bidding strategy
D) Cost-per-acquisition (CPA)

113.) How can you see if people are searching for your client’s services during the early morning and evening hours?

A) Monitor reach and frequency data
B) Run a keyword diagnosis
C) Segment performance statistics by time
D) Run a search terms report

114.) You signed 3 new clients, each with an existing AdWords account. What’s the best way to manage these accounts?

A) Pause your clients’ campaigns and recreate them in your manager account
B) Use your clients’ sign-in information to access and manage the accounts
C) Link the client accounts to your My Client Center (MCC) manager account
D) Consolidate the 3 accounts into a new AdWords account you create

115.) Tom wants to promote his windshield repair company’s emergency service by reaching people right when they’re searching for help. Which campaign type is a good fit?

A) “Search Network with Display Select”
B) “Shopping”
C) “Search Network only”
D) “Display Network only”

116.) When creating text ads to advertise a client’s small chain of Italian restaurants, what should you include in the ad text to make it compelling to potential customers?

A) Include call-to-actions, such as “Find the nearest location”
B) Information about Italian food in the description
C) Use the same headline and description as other advertisers
D) An exclamation point in the display URL

117.) You would advise a client that’s launching a new product line to advertise on the Google Display Network because she can:

A) reach people who are interested in similar products
B) use text ads that encourage people to call her business
C) use text ads that encourage people to visit her website
D) reach people who are searching for her products

118.) An advertiser has decided that they want to spend $608 per month for their campaign. How would you recommend they set their budget in their AdWords account?

A) Set a daily budget of $20 for the advertiser’s campaign
B) Set a bid of $20 per ad group
C) Set a daily budget of $20 for the advertiser’s account
D) Set a bid of $20 for the advertiser’s campaign

119.) Which client would you advise to use radius targeting?

A) Luis, whose e-commerce business delivers nationwide
B) Denise, whose service can reach customers within 30 miles
C) Christopher, who wants to promote his new product in select cities
D) Mabel, who wants to exclude her ads from certain cities

120.) What does “converted clicks” measure?

A) The total number of clicks within your chosen conversion window
B) The total number of conversions divided by the total number of clicks
C) The total number of clicks that led to a conversion
D) The percentage of clicks that led to a conversion

121.) Mimi wants to reach people searching for baked goods, but only wants her ads to show during the hours she’s open for business. Which campaign type is a good fit?

A) “Display Network only – All features”
B) “Search Network with Display Select – All features”
C) “Display Network only – Remarketing”
D) “Search Network only – All features”

122.) Your ad can show to a user when your targeted language matches:

A) a user’s browser setting
B) a user’s Google interface language setting
C) the language of websites a user visits most often
D) a user’s operating system language

123.) What is the recommended next step if you noticed from the Search terms report that certain search terms are leading to a high number of clicks on your ads?

A) Add search terms that are not leading to many clicks as negative keywords
B) Add sitelinks to your ads to make them even more prominent
C) Make sure all of these search terms are included as keywords, regardless of relevance
D) Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords

124.) Which strategy should Giorgio use to increase the number of relevant clicks from his Search Network campaign?

A) Broaden his keyword list for ads with the lowest clickthrough rate (CTR)
B) Add new relevant keywords and remove keywords with low clickthrough rate (CTR)
C) Increase bids for ads with the lowest average position and clickthrough rate (CTR)
D) Increase bids on relevant keywords with low clicks and clickthrough rate (CTR)

125.) When setting up a campaign, you can use Display Planner to get an idea of the budget and bids you should set based on your:

A) traffic estimates for placement ideas
B) historical conversion rate estimates for your keyword and placement ideas
C) historical cost-per-click (CPC) estimates for your keyword and placement ideas
D) traffic estimates for your keyword ideas

126.) You can win a higher ad position in the auction with a lower cost-per-click (CPC) bid by:

A) creating ads that include terms or phrases people are searching for
B) creating relevant ads and keywords, but not using ad extensions
C) creating ads that link to a generic landing page
D) creating relevant keywords and ads, and using ad extensions

127.) Donna sells t-shirts featuring vintage album covers. She wants people searching for unusual t-shirts to find her website, but she also thinks people interested in music might make a purchase. What campaign type would you recommend?

A) “Display Network only – All features”
B) “Display Network only – Remarketing”
C) “Search Network with Display Select – All features”
D) “Search Network only – All features”

128.) How do cost-per-click (CPC) ads compete with cost-per-thousand impressions (CPM) ads on the Google Display Network?

A) CPC bids are effectively converted to CPM bids
B) CPM bids are effectively converted to CPC bids
C) Ads using CPC bids are not allowed to compete on the Display Network
D) CPC and CPM bids only compete against bids of the same type

129.) Google Analytics can help you learn more about the behavior of your client’s customers because it shows you how:

A) they perceive her products
B) likely they are to become a regular customer
C) they interact with her website
D) likely they are to click her ads

130.) Which of the following items is not a component of Quality Score?

A) Landing page experience
B) Maximum cost-per-click (max. CPC) bid
C) Ad relevance
D) Expected clickthrough rate (CTR)

131.) Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don’t live in France. What would be an effective way to target this client’s customers?

A) Create a campaign with ads and keywords written in French
B) Create a campaign targeting Paris and languages other than French
C) Create a campaign targeting French and regions other than Paris
D) Create a keyword list with the exact match keyword “Paris” and negative keyword “France”

132.) Your client’s campaign is consistently meeting its average daily budget. What should you do to maximize your client’s budget throughout all hours of the day?

A) Increase the maximum cost-per-click (CPC) bid
B) Change the ad delivery method from “Accelerated” to “Standard”
C) Lower the daily budget amount
D) Pause the campaign to stop showing ads and accruing costs

133.) A client that owns a fine-dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones. How should you optimize this client’s campaign to help achieve their goal?

A) Include a phone number in the client’s ad’s headlines and monitor performance with the mobile clicks-to-call segment
B) Include a phone number in the client’s ad’s headline and monitor performance with the top vs. other segment
C) Add call extensions to the client’s ads and monitor performance with the top vs. other segment
D) Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment

134.) In order to appeal to customers on mobile devices, it’s important to:

A) Send users to a video-based landing page
B) Send users to a mobile-friendly landing page
C) Avoid using ad extensions
D) include your phone number as your display URL

135.) Cliff just started working with a client who has a very disorganized AdWords account. What’s an effective way for him to begin restructuring his client’s account?

A) Create multiple campaigns, each with a set of related keywords
B) Create campaigns based on the structure of his client’s website
C) Create one campaign with a broad selection of keywords
D) Create one campaign for all the products his client offers

136.) When choosing a maximum cost-per-click (max. CPC) bid, you should consider the amount that you make from a purchase because you want to set a bid amount that’s:

A) based on how much your product is worth
B) 50% of how much your product is worth
C) the same amount as the profit generated by your product
D) the same amount as the revenue generated by your product

137.) You would choose to advertise on the Google Search Network if you wanted to:

A) reach customers browsing websites related to your business
B) reach customers while they’re searching for your products or services
C) choose the types of websites where you want your ads to show
D) choose from a range of ad formats, like video and image ads

138.) An advertiser should group their campaigns by:

A) type of product or service
B) number of keywords
C) maximum cost-per-click (CPC) bids
D) number of ad groups per campaign

139.) A client who owns an online running shoe store wants to drive sales of a particular model of women’s running shoes. What keywords should you include in this client’s keyword list to help achieve their goal?

A) Specific terms about the benefits of running
B) Specific terms about the shoe brand and model your client is selling
C) Generic terms about running and running shoes
D) Generic terms about different types of women’s shoes

140.) Laura runs an online store with a large inventory of children’s toys and games. Which ad format would you use for Laura’s campaign to reach people interested in purchasing children’s games?

A) App promotion ads
B) Product Listing Ads
C) Image ads
D) Sitelink extensions

141.) When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords?

A) AdWords only shows an ad for keywords with proper spelling and plural forms
B) Your keyword list would be disapproved based on Google’s advertising policies
C) AdWords can automatically include these variations for you
D) Broad match includes the exact words and phrases a user searches for

142.) Your client noticed last month that his ad often showed up beside another advertiser’s ad for the same search terms. How can you help your client understand how he is performing compared to other advertisers?

A) Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers
B) Use the top movers report which campaigns have seen the biggest change in clicks since last month
C) Use the paid & organic report to show when his website appears in organic search, with no associated ads
D) Use the Search term report to show which search terms lead to the most clicks on his ads

143.) What’s the easiest way to evaluate if one version of your landing page performs better than another for the same ad?

A) Replace the existing landing page with the new one and compare this month’s data to last month’s
B) Run a Campaign Experiment on the existing campaign that switches between both landing pages
C) Create another ad group for the new landing page and compare the two ad groups
D) Create another campaign for the new landing page and compare the two campaigns

144.) Which is a benefit of advertising online with Google AdWords?

A) Advertisers can choose how much they spend and only pay when someone clicks their ad
B) Advertisers can choose how many times their ad should show during the day
C) Advertisers pay the same amount every time someone clicks their ad
D) Advertisers can pay to always show their ad above the organic search results

145.) A client wants to promote her new mobile app by showing her ads in other mobile apps. How can AdWords help accomplish her goal?

A) Google’s Search Network will help her target people who are more likely to download her app
B) She can use keywords like “mobile app” to target people who are more likely to download her app
C) Google’s Display Network includes many mobile apps where she could show her ad
D) She can use mobile app extensions to reach users in apps

146.) You sell video games and want people who play mobile gaming apps to know about your store. What’s one benefit of promoting your products with a mobile apps campaign on the Display Network?

A) It lets people who see your ad get directions to your store on Google Maps
B) It allows you to show your ad on app categories that you choose
C) It encourages people using mobile devices to install your app
D) It directs people to your online store to purchase your products

147.) Julian wants to reach potential customers based on the type of device they’re using, but he doesn’t know how his campaign performs on different devices. How can Julian find meaningful data that will help him decide which devices to target?

A) Create multiple ad groups that target different devices, and monitor the results
B) Set up an experiment to test which device he should target
C) Create multiple campaigns that target different devices, and monitor the results
D) Segment his campaign statistics table by device

148.) While teaching a new account manager how to build a Search campaign, you tell her that she should group similar keywords together in an ad group because it will allow her to:

A) create a different ad for each keyword
B) create multiple ads for each keyword
C) only create one ad that’s relevant to all keywords
D) create ads that are relevant to all keywords

149.) When building a keyword list for a Display Network campaign, you should do which of the following:

A) Use Display Campaign Optimizer to identify new keywords
B) Only include exact match keywords
C) Only use Keyword Planner to identify new keywords
D) Include keywords that are related to the websites your customers visit

150.) If you’d like your ads to show on certain sites across the Internet, you can add these websites as:

A) Placements
B) Audiences
C) Keywords
D) Topics

151.) You would choose to advertise on the Google Display Network if you wanted to:

A) show ads to people on non-Google search sites
B) show ads on Google Maps
C) show ads on websites related to your business
D) show ads on Google Shopping

152.) Your client noticed that his ad was disapproved for editorial reasons. Why is it important for him to understand and abide by Google’s advertising policies?

A) AdWords policies can help web user distinguish between ads and search results
B) AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users
C) AdWords policies can keep disapproved ads and websites out of organic search results
D) AdWords policies can help keep ad costs low and affordable for advertisers

153.) Your ad can show on the Google Search Network when someone searches for terms that are similar to your:

A) Keywords
B) Placements
C) Website
D) Ad text

154.) You can use Keyword Planner to identify:

A) the number of negative keywords you should add
B) the amount of traffic potential keywords might get
C) which text ads are performing best based on your keywords
D) webpages where your ad can appear based on your keywords

155.) Anne-Marie’s business goal is to generate online sales of her handmade purses. Her AdWords costs are $100 per week and she wants to know if her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (ROI)?

A) Number of clicks on her ads and costs to produce her purses
B) How many times her ads have been viewed and clicked on
C) Number of clicks on her ads and revenue they generated
D) Costs to produce her purses and revenue generated from her ads

156.) You can use Display Planner to:

A) see how other advertisers perform on websites where you want your ad to appear
B) compare how your current Display Network campaign could perform on websites you’d like to target
C) see ways to reach your target audience based on your keywords, website, or interest categories
D) see which image and text ads are performing best on the specific websites you’re targeting

157.) You can use audience targeting to show your ads to:

A) specific websites, based on specific interests
B) groups of websites, based on specific interests
C) specific groups of people, based on their interests
D) specific groups of people, based on their location

158.) When someone clicks your ad, the actual amount you’re charged will be:

A) The minimum needed to hold your ad position or 50% of your maximum cost-per-click (max. CPC) bid, whichever is greater
B) The minimum needed to hold your ad position but never less than 50% of your maximum cost-per-click (max. CPC) bid, whichever is greater
C) The minimum needed to hold your ad position but never more than 120% of your maximum cost-per-click (max. CPC) bid, whichever is greater
D) The minimum needed to hold your ad position, under the maximum cost-per-click (max. CPC) limit

159.) What’s one of the main benefits of using ad extensions?

A) Extensions increase your reach by showing your ad on more advertising networks
B) Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent
C) Extensions provide additional information to make your ads more relevant to customers
D) Extensions are automated so you don’t have to create your ads

160.) Conversion Tracking helps you improve the return on investment (ROI) from your online advertising because it:

A) measures trends relating to the search terms people have used before seeing your ad
B) focuses on getting customers to complete an online purchase
C) shows you which ads lead to customer actions that have value for your business
D) automatically gives you personal details about the people who convert

161.) Which ad extension would you use for an advertiser who has a chain of restaurants?

A) Seller ratings
B) Location extensions
C) Sitelink extensions
D) Previous visits extensions

162.) Conversion Optimizer can help drive conversions by using your conversion history and:

A) cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely
B) cost-per-click (CPC) goals to show the optimal ad when a conversion is more likely
C) cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely
D) cost-per-click (CPC) goals to raise your bid when a conversion is more likely

163.) Your new client’s AdWords account has one campaign with one ad group that contains a list of hundreds of keywords. Which best practice should you follow when re-organizing this client’s keywords?

A) Create new ad groups with several keyword match types
B) Create new ad groups with with related keywords grouped together
C) Remove half of the keywords from the ad group
D) Create one ad group for every five keywords

164.) Caleb owns a music store and is creating an ad group for musical instrument rentals. What would be the most appropriate landing page for his ad?

A) A page with information on instrument rentals and a contact form
B) His homepage, with links to instrument sales, rentals, and music lessons
C) A page with information on music lessons and a contact form
D) A page with a wide selection of instruments for sale

165.) Using the paid & organic report for her travel website, Karen noticed a relatively high organic clicks/query rate for the search query “Hawaii vacations.” What does this mean?

A) Karen’s ads often show below her organic results for the search query
B) People who see Karen’s site in relevant organic search results often click through to her site
C) Karen’s ads don?t often show for the search query
D) Karen’s average organic position is higher than other advertisers’, but her average ad position is lower than other advertisers’

166.) Which statistic indicates how often a click has led to a conversion?

A) Cost-per-conversion
B) Clickthrough rate (CTR)
C) Conversion rate
D) Converted clicks

167.) Each campaign in your AdWords account should have a single:

A) maximum cost-per-click (max. CPC) bid
B) landing page
C) business goal
D) ad group

168.) What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand?

A) Increase the daily budget and add text ads with clear call-to-actions like “Buy now”
B) Use a balanced combination of broad-, exact-, and phrase-matched keywords
C) Add display ads and affinity audiences targeting people interested in green living and beauty
D) Target large metropolitan areas where people are more likely to encounter her product

169.) Your client’s campaign is getting a lot of clicks, but the conversion rate is low. Which approach could help improve your client’s conversion rate?

A) Make sure the landing page is closely related to the ad
B) Increase the average daily budget for the campaign
C) Broaden the list of keywords to reach more potential customers
D) Increase the cost-per-click (CPC) bid for low-performing keywords

170.) What’s a benefit of having multiple ads in an ad group?

A) AdWords will automatically match each ad to the keywords it’s most relevant to
B) Ads are only eligible to show ad extensions if there are more than one ad in that group
C) Ads are only eligible to show at the top of the page if there are more than one ad in that ad group
D) AdWords will automatically rotate your ads and show the best performing ones more often

171.) Clyde wants to raise the profile of his dance school. A “Display Network only” campaign can help him:

A) show ads when someone searches for dance classes
B) match his ad text to what people are searching
C) pick the most popular keywords for his campaign
D) show ads on dance websites and YouTube videos

172.) Why should you link your client’s AdWords account to Google’s Webmaster Tools?

A) See how your ads performed when triggered by actual searches
B) See how often your ads rank higher in search results than those of other advertisers
C) See if people reach your client’s website via ads or organic search results
D) See which campaigns have the biggest changes in clicks, costs, and conversions

173.) Your client gets more conversions from ads that appear to people in Tokyo. What actions should you take to try and increase the number of conversions for this client?

A) Use a location bid adjustment to increase bids for customers in Tokyo
B) Create a separate ad group to target ads and bids for Tokyo
C) Use the user location view to understand if people who click your ads are located in Tokyo
D) Refine where your ads show by adding the keyword “Tokyo”

174.) Which bidding strategy should Sara use if her goal is to get more people to call her local catering business?

A) Cost-per-view (CPV)
B) Cost-per-thousand-impressions (CPM)
C) Cost-per-click (CPC)
D) Cost-per-acquisition (CPA)

175.) Your client wants to show ads to people who’ve visited her website before. Which AdWords feature would you recommend she use?

A) Dynamic Search Ads
B) Ecommerce tracking
C) Remarketing
D) Conversion tracking

176.) Blake is focused on branding and is more interested in his ads being viewed than in generating clicks. Which of these features would not be a good fit for him?

A) Reach and frequency data
B) Cost-per-thousand-impressions (CPM) bidding
C) Call extensions
D) Placement targeting

177.) What’s a reason to use the “Search Network with Display Select” campaign type?

A) Your ads only show on the first page search results
B) You can pick the exact websites where you want your ad to show
C) You can use one budget to advertise on the Search Network and Display Network
D) Your video ads can run on the Search Network

178.) Tony travels frequently. He needs to be able to make changes to his AdWords account while he’s offline, so he downloads AdWords Editor. Using AdWords Editor, Tony can do all of the following except:

A) Undo and redo multiple changes while editing his campaigns
B) Refresh data to reflect the latest statistics on his cost-per-click (CPC) campaign
C) Mange, edit, and view multiple accounts at the same time
D) Copy or move items between ad groups and campaigns

179.) When people search for your client’s watch repair business, they use very specific terms like “vintage watch repairs”. To show your ads for these searches, you’ll want to use:

A) Negative match keywords
B) Broad match keywords
C) Exact match keywords
D) Phrase match keywords

180.) One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the AdWords system works?

A) AdWords automatically increases the maximum cost-per-click (CPC) bid to show an ad higher in Google search results
B) Due to changes in traffic, AdWords allows up to 20% more impressions in a day than the budget specifies
C) To show an ad more often, AdWords charges more than the average daily budget amount multipled by 30.4
D) Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4

181.) You want to generate leads with your AdWords campaign by encouraging people to fill out an interest form on your website. What do you need to know to measure return on investment (ROI) for this campaign?

A) How much you’ve spent on the campaign compared to the value of leads generated
B) You can’t calculate return on investment for campaigns that are focused on online leads
C) The percentage of budget spent compared to how many forms were completed
D) The number of clicks your ad received divided by the number of times it showed

182.) Which is a benefit of advertising online?

A) Reach people who are likely interested in what you’re advertising
B) Automatically collect information about potential customers
C) Increase your position in organic search results
D) Make money by showing ads on your website

183.) Your client is interested in switching from TV, print, and radio advertising. What are the return on investment (ROI) benefits of online advertising campaigns over traditional media advertising?

A) Online advertising is always less expensive than traditional media
B) Traditional media typically requires a predetermined quarterly budget, but online advertising usually lets you set your budget once a month at a fixed amount
C) Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data
D) Traditional media generates exposure, but online advertising campaign can guarantee sales

Digital Analytics Fundamentals Answers

April 20, 2016 By CertificationAnswers

Digital Analytics Fundamentals Answers. Learn the core principles of digital analytics including how to create a Google Analytics account, collect data, and navigate reports.

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Digital Analytics Fundamentals Answers

Course Overview

Unit 1: Course overview
- Lesson 1: Course overview

Unit 2: Getting started with digital analytics
- Lesson 1: The importance of digital analytics
- Lesson 2: Core analysis techniques
- Lesson 3: Conversions and conversion attribution
- Lesson 4: Creating a measurement plan

Unit 3: Understanding and using Google Analytics data
- Lesson 1: How Google Analytics works
- Lesson 2: Key metrics and dimensions defined

Unit 4: Collecting actionable data with Google Analytics
- Lesson 1: Creating an account
- Lesson 2: Understanding your account structure
- Lesson 3: Setting up basic filters
- Lesson 4: Setting up goals and ecommerce
- Lesson 5: Collecting campaign data

Unit 5: Navigating Google Analytics reports
- Lesson 1: Reporting overview
- Lesson 2: Audience reports
- Lesson 3: Acquisition reports
- Lesson 4: AdWords reports
- Lesson 5: Behavior reports
- Lesson 6: Custom reports and dashboards

Unit 6: Navigating Conversions reports
- Lesson 1: Goal Flow report
- Lesson 2: Ecommerce reports
- Lesson 3: Multi-Channel Funnels reports
- Lesson 4: Attribution reports

Which of the following should be the first step you complete during the analytics planning process

A customer visits your site four times in a month before making a $100 purchase on your site. She first comes to your site by clicking on a search ad, then a social media ad, then another search ad, and finally a display ad. If you’re using a linear attribution model, how much conversion credit could be assigned to the last display ad

Digital analytics is

a) the analysis of quantitative data from your business
b) a process of continual improvement of the online experience
c) the analysis of qualitative data from your business
d) the analysis of data from your business and the competition
e) all of these answers are correct

Complete the definition of “digital analytics” by choosing the best option to fill in the blanks for the statement below.

“Digital analytics” is the analysis of qualitative and (a) ___________________ data from your business and the competition to drive a (b) ___________________ of the online experience that your (c) ___________________ and potential customers have which translates to your desired (d) ___________________.

(a) numeric, (b) continual change, (c) customers, (d) audience
(a) quantitative, (b) continual improvement, (c) customers, (d) outcomes
(a) numeric, (b) continual improvement, (c) customers, (d) audience
(a) quantitative, (b) continual change, (c) customers, (d) outcomes

Answer:
(a) quantitative, (b) continual improvement, (c) customers, (d) outcomes

What is the first step of analytics planning?

a) Document your technical infrastructure
b) Implement Google Analytics
c) Create your implementation plan
d) Define your overall measurement plan and business objectives

Which of the following should be the first step you complete during the analytics planning process?

a) Implement Google Analytics
b) Create your implementation plan
c) Define your overall measurement plan and business objectives
d) Maintain and refine your plans
e) Document your technical infrastructure

It’s important to have a clear measurement strategy to guide your implementation strategy and your data analysis. Which of the following business objectives would be most relevant for content publishers?

a) collecting user information for sales teams to connect with potential leads
b) selling products or services
c) encourage engagement and frequent visitation
d) all these options are equally relevant as business objectives for content publishers

Answer:
c) encourage engagement and frequent visitation

The demographics and interest category information in Google Analytics comes from

a) the DoubleClick third-party cookie
b) Google Tag Manager
c) survey data filled out by users
d) Information that you upload from your CRM
e) The AdWords first-party cookie

Answer:
a) the DoubleClick third-party cookie

When do Google Analytics Terms of Service permit sending personally identifying information (PII) to Google?

a) when encrypted
b) in custom campaigns only
c) never

Answer:
c) never

A visitor comes to your site but stops looking at pages and generating events. Which of the following will occur by default?

a) Google Analytics does not keep track of sessions by default
b) The visitor’s session expires after 5 minutes of inactivity
c) The visitor’s session expires once the visitor has exited your site
d) The visitor’s session expires after 30 minutes of inactivity

Answer:
d) The visitor’s session expires after 30 minutes of inactivity

Which of the following would you use to set up a custom alert?

a) Intelligence
b) Real-Time
c) Conversions
d) Content

Answer:
a) Intelligence

Once your Google Analytics data has been processed, it can not be changed.

a) True
b) False

Answer:
a) True

When Google Analytics processes data, one of the main tasks it completes is organizing hits into:

a) users and sessions
b) cohorts and interactions
c) registered users and browsers
d) purchasers and browsers

Answer:
a) users and sessions

A session in Google Analytics consists of:

a) The reports generated by users over a specific period of time
b) Interactions or hits from a specific user for all time
c) Interactions or hits from a specific user over a defined period of time
d) A group of users getting together in person to discuss analytics

Answer:
c) Interactions or hits from a specific user over a defined period of time

(Note: We like the idea of answer d) but unfortunately it’s wrong! :-))

By default, an Analytics session ends when inactive for:

a) 15 minutes
b) 30 minutes
c) 45 minutes
d) 60 minutes

Answer:
b) 30 minutes

Analytics Tracking Code

You should add Analytics tracking code to your site___________________

a) before documenting your business objectives
b) after implementation planning
c) when it’s convenient for your IT team
d) during measurement planning

Answer:
b) after implementation planning

You should include Google Analytics tracking code on every page of a website you want to track.

a) True
b) False

Answer:
a) True

Which of the following would most quickly allow you to determine whether the Google Analytics code snippet is working on a specific website page?

a) Annotations
b) Real-Time
c) Secondary dimensions
d) Intelligence Alerts

True or False: To collect mobile application data with Google Analytics, you should implement the exact same code you use for your website tracking.

a) True
b) False

Which of the following technologies on your site influence how you implement Analytics?

a) Server redirects
b) Query string parameters
c) Flash and AJAX events
d) Responsive web design
e) all of these answers are correct

Answer:
e) all of these answers are correct

The code snippet for tracking websites with Google Analytics is written in:

a) AJAX
b) Flash
c) JavaScript
d) PHP

Which of the following platforms is Google Analytics capable of tracking? Check all that apply.

a) User activity on a website
b) User activity on a mobile website
c) User activity on a mobile application
d) User activity on a gaming console
e) User activity on any digitally connected device

Answer:
a), b), c), d), e)

Which of the following would you use to send data from a website to Google Analytics?

a) Campaign Tracking paramenter
b) JavaScript tracking code
c) none of these would be appropriate
d) Google Analytics mobile SDK

Answer:
b) JavaScript tracking code

Which of the following would you use to send data from a web connected point-of-sale system to Google Analytics?

a) Measurement Protocol
b) any of these would be appropriate
c) Campaign Tracking parameter
d) JavaScript tracking code
e) Google Analytics mobile SDK

Answer:
a) Measurement Protocol

It is recommended that you place the Google Analytics javascript tracking code:

a) just after the opening <head> tag
b) just before the closing </head> tag
c) just after the opening <footer> tag
d) just before the closing </footer> tag

The tracking code in Google Analytics:

(select all that apply)

a) connects data to your specific Google Analytics account
b) sends data back to your Google Analytics account for reporting
c) tracks changes in your AdWords account
d) identifies new and returning users

Answer:
a). b), d)

The same type of Google Analytics tracking code should be used for both a website and a mobile app.

a) True
b) False

Answer:
b) False

In order to distinguish between users on web pages, Google Analytics:

a) uses the IP address of a device that accesses the site
b) uses the city, state and country of a visitor that access the site
c) creates anonymous unique identifiers using third-party cookies
d) creates anonymous unique identifiers using first-party cookies

Answer:
d) creates anonymous unique identifiers using first-party cookies

Third-party data may be joined with the Google Analytics data collected via the tracking code.

a) True
b) False

Answer:
a) True

How is Google Analytics able to determine if a group of website interactions are all from the same user device?

a) By detecting what city, operating system and browser the hits come from
b) By setting a unique ID for the device that is attached to each hit
c) By grouping together all hits that are collected within a 30 minute time period
d) Google Analytics is not able to detect if a group of interactions are from the same user device

Answer:
b) By setting a unique ID for the device that is attached to each hit

Rather than using the random numbers that the tracking code creates, you can override the unique ID with your own number.

a) True
b) False

Answer:
a) True

For each of the five business types below, select the objective that you would most likely track as a desired outcome.

Content Publisher, opciones: a)Drive product sales, b)Drive contact form submissions, c)Encourage engagement & awareness, d)Encourage frequent visitation, e)Provide information quickly
Branding, opciones: a)Drive product sales, b)Drive contact form submissions, c)Encourage engagement & awareness, d)Encourage frequent visitation, e)Provide information quickly
Online information / support, opciones: a)Drive product sales, b)Drive contact form submissions, c)Encourage engagement & awareness, d)Encourage frequent visitation, e)Provide information quickly
Lead generation, opciones: a)Drive product sales, b)Drive contact form submissions, c)Encourage engagement & awareness, d)Encourage frequent visitation, e)Provide information quickly
Ecommerce, opciones: a)Drive product sales, b)Drive contact form submissions, c)Encourage engagement & awareness, d)Encourage frequent visitation, e)Provide information quickly

Content Publisher opción d)

Brading opción c)

Online information / support opción e)

Lead Generating opción b)

Ecommerce opción a).

Which Of The Following Are True About Segmentation? Check All That Apply.

A) Segmentation allows you to combine data from multiple web properties in your reports.
B) Segmentation allows you to isolate and analyze subsets of your data.
C) Segmentation is a technique that should only be used by experienced analysts.
D) Segmentation can help you find the underlying causes of changes to your aggregate data.

Answer: B,D

Which of the following is an example of adding internal context to your data?

A) Using third party data for your competition to set targets for your own site performance.
B) Using a monthly visits benchmark from your industry as a whole to set targets for your own site performance.
C) Using your site’s historical monthly visits data to set a future monthly visits target.

Your business’ objective is to maximize the number of sales through your website. Which of the following metrics would most directly help you measure performance against this objective?

Visits
Bounce Rate
Ecommerce Conversion Rate
Page Value
Pages/Visit

Your ecommerce site sells colorful wrist watches that visitors can customize using a tool online. Which of the following represent(s) a micro conversion for your site?

a) an offline sale
b) an online sale
c) a view of the home page
d) All of these are mirco conversions for this site.
e) Use of the “customize your watch” tool

Answer:
e) Use of the “customize your watch” tool

Which of the following represents a macro conversion for an ecommerce site?

a) receiving a product inquiry
b) a completed sales transaction
c) collecting a lead
d) a click on a “buy” button
e) all of the above

Answer:
b) a completed sales transaction

You run a heavy-machinery business and use your website to generate sales leads for high-priced items. Which of the following actions below would you consider the main “macro conversion” for your site?

a) A potential customer visits a lead form, but doesn’t fill it out or submit it.
b) A potential customer fills out and submits a lead form.
c) A potential customer downloads a spec sheet for one of your machines.
d) A potential customer signs up for your weekly newsletter.
e) A potential customer joins your social media community.

A macro conversion

a) Occurs when someone completes an action that’s important to your business
b) Is your highest converting campaign
c) Always occurs prior to a micro conversion
d) Is a large revenue sale that is directly attributable to a display campaign
e) Occurs when over 50% of visitors buy an item

Answer:
a) Occurs when someone completes an action that’s important to your business

Person A and person B each visits your commerce site once. During her visit, person A buys one of your products. Then, before leaving the site, she makes another purchase. Person B buys nothing. What is your ecommerce conversion rate for these two visits?

a) 0%
b) 100%
c) 50%
d) 33%
e) 200%

Answer:
b) 100%

Note: The ecommerce conversion rate is calculated like this: number of transactions / visits = 2/2 = 1 = 100%

You want to know whenever weekly revenue for your “spring sale” campaign increases or decreases by 10%. Which of the following would me most useful?

a) Secondary Dimensions
b) Intelligence Alerts
c) Annotations
d) Real-Time

Answer:
b) Intelligence Alerts

Which of the following is true of ROI?

a) If Cost is $5 and Revenue is $5, your ROI is 50%
b) If Cost is $5 and Revenue is $5, your ROI is 100%
c) If Cost is $5 and Revenue is $5, your ROI is 0%
d) If Cost is $5 and Revenue is $5, your ROI is 20%
e) None of these answers are true of ROI

Answer:
c) If Cost is $5 and Revenue is $5, your ROI is 0%

Note: ROI is calculated like this: revenue minus cost / cost = (5 – 5)/5 = 0/5 = 0

To calculate ROI correctly, Google Analytics needs (select all that apply)

a) Cost
b) Operating Cost
c) Margin
d) Interest Rate
e) Revenue

Answer:
a) + e)

Which of the following should you NOT collect with the Google Analytics ecommerce JavaScript?

a) tax amount
b) credit card number
c) billing city
d) purchase amount
e) product SKU(s)

Answer:
b) credit card number

In order to set up ecommerce tracking, you need to_________. Select all that apply.

a) have linked an AdWords account with your Google Analytics account
b) enable ecommerce tracking in at least one of the views for a property
c) add ecommerce tracking JavaScript to your receipt page or “transaction complete” page
d) add an ecommerce campaign variable to your URLs

Answer:
b) + c)

Which of the following questions could you answer with the Ecommerce reports?

Check all that apply.

a) Which product category brings in the most revenue for my business?
b) What are the ten most frequently purchased products on my site?
c) What products did a visitor purchase together in the same transaction?
d) What is the average order value of the transactions placed on my site?

Attribution Modelling

You’ve found that most of your customers initially learned about your brand via a display ad. Which of the following attribution models will give credit to display ads that introduced customers to your brand? Select all that apply.

a) First Interaction attribution model
b) Last Non-Direct Click attribution model
c) Linear attribution model
d) Position Based attribution model
e) Last Click attribution model

Answer:
a), c), d)

Channel X has an Assisted/Last Interaction Conversion value of exactly 1. Which of the following is true?

a) Channel X equally initiates and assists conversions
b) Channel X always initiates conversions
c) Channel X is always the last click before conversion
d) None of these is true

Answer:
d) None of these is true

Note: The correct answer would be Channel X equally assists and completes conversions.

In the Linear attribution model:

a) each touchpoint in the conversion path share equal credit for the conversion
b) the last touchpoint receives 100% of the credit for the conversion
c) the touchpoints closest in time to the conversion get most of the credit
d) the first touchpoint receives 100% credit for the conversion

Which of the following most accurately describes the concept of attribution in digital analytics?

a) calculating cost per click
b) determining a user’s device
c) calculating ROI
d) assigning credit for conversions
e) determining a traffic source

Answer:
d) assigning credit for conversions

Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?

a) Last Interaction model
b) Last Non-Direct Click model
c) Linear model
d) First Interaction model

Answer:
d) First Interaction model

a) $0
b) $25
c) $50
d) $100

Note: The conversion credit is calculated as follows: purchase value/touch-points in the conversion path = 100/4 = 25

Which of the following should be the first step you complete during the analytics planning process?

Which of the following would be the best strategies to define in your measurement plan to support the business objective above? Choose three.

Enable users to contact local realtors for their favorite properties through an online form.
Send users daily emails with the highest priced properties in their neighborhood.
Connect users to mortgage estimation tools and financing options through an online portal.
Provide users with search tools to narrow the listing options to match their specific criteria.

Which of the following would be the best KPIs to define in your measurement plan to support the strategies above? Choose three.

Number of monthly site visitors
Percentage of visitors who complete a realtor contact form
Percentage of users who use the search tools on your site
Average time on page for the homepage
Average time on page for the “Contact” form
Percentage of users who engage with the mortgage estimation tool

Which of the following segments would be useful to define in your measurement plan to support the business objective above? Check all that apply.

first-time home buyers vs. experienced buyers
first-time site visitors vs. returning site visitors
users who tried the mortgage estimation tool vs. those who didn’t
users who used search specification tools vs. users who completed a general listing search

Which of the following could you use to set targets for your measurement plan? Check all that apply.

Your historical site performance
Third-party industry benchmark data
Internal expectations from your business leadership
A random guess

General Knowledge II

You need to immediately find out whether people are viewing the new content that you just added today. Which of the following would be most useful?
a) Real-Time
b) Intelligence
c) Annotations
d) Secondary dimensions
Answer:
a) Real-Time
Which of the following would you use to exclude rows with fewer than 10 visits?
a) table sort
b) primary dimension
c) secondary dimension
d) table filter
e) pivot table
Answer:
d) table filter
In which of the following circumstances would you want to increase the default sessions timeout length in Google Analytics?
a) The games on your site are highly interactive.
b) A typical session on your site involves filling out at least 3 forms.
c) The default session timeout length is set dynamically by Google Analytics and you cannot change it.
d) The average length of videos on your site is 35 minutes.
e) The average article on your site takes 4 minutes to read.
Answer:
d) The average length of videos on your site is 35 minutes.
In which of the following circumstances would you want to increase the default sessions timeout length in Google Analytics?
a) You need to start collecting Real-Time Data.
b) The default session timeout length is set dynamically by Google Analytics and you cannot change it.
c) Users typically spend less than 2 minutes on each page of your site.
d) The average length of videos on your site is 35 minutes.
Answer:
d) The average length of videos on your site is 35 minutes.
Note: This is the same question as above but with different answers.
Which are the four main parts of the Google Analytics platform?
a) Configuration, Processing, Reporting, and Recollection
b) Configuration, Collection, Progressing, and Reporting
c) Collection, Configuration, Processing, and Reporting
d) Collection, Processing, Continuation, and Reporting
Answer:
c) Collection, Configuration, Processing, and Reporting

Which of the following are considered the four main components of how the Google Analytics system works? Select four correct answers.
a) reporting
b) replication
c) collection
d) configuration
e) calculation
f) analysis
g) certification
h) processing

Which of the following is a session level interaction?
a) ecommerce transaction
b) All of these answers are correct.
c) social interaction
d) pageview
e) event
Answer:
b) All of these answers are correct.
Which of the following are “hit” types tracked by Google Analytics?
a) pageviews
b) events
c) all of these answers are correct
d) transactions
Answer:
c) all of these answers are correct
Which of the following are “hit” types tracked by Google Analytics?
(select all that apply)
a) Pageviews
b) Reservations
c) Events
d) Transactions
Answer:
a), c), d)
During data Processing, Google Analytics:
a) transforms the raw data from Collection using the Configuration settings
b) collects the data from Analytics tracking code added to a website, mobile application or other digital environment
c) lets you access and analyze your data using the Reporting interface
d) lets you adjust Configuration settings before data is collected
Answer:
a) transforms the raw data from Collection using the Configuration settings
You can adjust sample size in Google Analytics by
a) adjusting a control in the reporting interface
b) adjusting the session timeout control
c) adding a segment to your report
d) any of these actions will adjust the sample size
Answer:
a) adjusting a control in the reporting interface
What is the hierarchy of the Google Analytics data model?
a) User > Session > Interactions
b) Sessions > Visitors > Interactions
c) Sessions > Users > Interactions
d) Interactions > Users > Sessions
Answer:
a) User > Session > Interactions
Which of the following could you use to set targets for your measurement plan? Check all that apply.
a) Your historical site performance
b) Third-party industry benchmark data
c) Internal expectations from your business leadership
d) A random guess
Answer:
a), b), c)

True or False. The date range set for a Dashboard doesn’t apply to Real-Time widgets since they only show data for current active users, not historical data.

a) True
b) False

During aggregation, Google Analytics:
a) exports the collected data into a Google Spreadsheet
b) organizes the collected data into pivot tables
c) organizes the collected data within database tables
d) samples the data immediately
Answer:
c) organizes the collected data within database tables

Which of the following are configurations that permanently modify your data during the processing stage?
(select all that apply)
a) Channel Groups
b) Content Groups
c) Custom Reports
d) Filters
e) Goals
f) Javascript Customization
Answer:
a), b), d), e)

The process Google Analytics uses to retrieve data from large, complex data sets faster is called:
a) retrieval
b) expediency
c) sampling
d) configuration
Answer:
c) sampling

Customer Journey

Which of the following would be most useful in measuring how many days passed between the first visit to a site and the eventual conversion?

a) Time Lag
b) Conversion Value
c) Path Length
d) Top Conversion Paths
e) Assisted/Last Interaction Conversions

Answer:
a) Time Lag

Your Multi-Channel Funnel reports have no data. What is the most likely reason?

a) You haven’t implemented Goals or Ecommerce
b) Your are not using Content Experiments
c) You haven’t enabled demographic data
d) You haven’t set up Goal Funnels
e) You are not using Google Tag Manager

Answer:
a) You haven’t implemented Goals or Ecommerce

You’ve noticed that many users visit your site several times before converting and you want to understand in more detail how they arrive at your site. Which of the following metrics would be most helpful in showing you whether a keyword is part of a conversion path?

a) Visits
b) Assisted Conversions
c) Bounce Rate
d) Impressions
e) Clicks

Answer:
b) Assisted Conversions

What is Bounce Rate?

a) the percentage of visits when a visitor viewed only one page and then exited without a second interaction on the site
b) the percentage of times unique visitors returned to your website in a given time period
c) the percentage of sessions for which a visitor exits from your homepage
d) the percentage of site exits

Why might a site have a high Bounce Rate?

Check all that apply.

a) The landing page of the site has extra Event Tracking implemented to track additional actions besides pageviews.
b) The ads that bring the users to the site set different expectations than the landing page.
c) The site only has one page (e.g. a simple blog).
d) The page that your users typically land on doesn’t have enough information or a good call-to-action.

True or False. In order to see data in the Multi-Channel Funnels reports you must first implement Goals or Ecommerce.

a) True
b) False

Which of the following Multi-Channel Funnels reports would you use to see the most common sequences of marketing touch points that lead to conversions on your site or app?

a) Assisted Conversions
b) Top Conversion Paths
c) Time Lag
d) Path Length

Google Analytics can recognize returning users

a) on websites only
b) on websites, Android mobile apps
c) on websites, iOS mobile apps, Android mobile apps
d) Google Analytics cannot recognize returning users on any device.

Answer:
c) on websites, iOS mobile apps, Android mobile apps

Which of the following are metrics?

Check all that apply.

Avg. Session Duration

Pageviews

City

Browser

Which of the following are dimensions?

Check all that apply.

Conversion Rate

Page Title

% New Sessions

Country

What is the tracking ID (UA-XXXXX-1) that you’ve created for your new practice account?

UA-12345-1

How many properties in total do you now have in your practice account?

How many views in total do you now have in your practice account?

Which of the following best represents the hierarchical structure of a Google Analytics account from top to bottom?

View → Account → Property

Property → Account → View

Account → View → Property

Account → Property → View

Which of the following is the correct way to set up the IP address filter described above?

Create a Predefined filter excluding traffic from the IP addresses that begin with 193.88.222

Create a Predefined filter excluding traffic from the IP address that is equal to 193.88.222.1

Create a Predefined filter including traffic from the IP address that is equal to 193.88.222.1

Create a Predefined filter excluding traffic from the ISP domain that is equal to 193.88.222.1

True or False: The order in which filters appear in your settings matters.

True. Filters are executed in the order in which they appear

False. Google Analytics does not take filter order into account

Why is it important that you maintain one unfiltered view when using filters with your analytics account?

Without one unfiltered profile, you will not be able to use a filter for multiple views

You can only use predefined filters with unfiltered views

There is no reason to maintain an unfiltered view

Since raw data cannot be reprocessed, maintaining an unfiltered view ensures that the original data can always be accessed

Which of the following could be measured by defining a goal in Google Analytics?

a) The percentage of visits that contain only one page view
b) The percentage of visits during which visitors spent at least two minutes on the site
c) The percentage of visits that result in a site registration
d) Conversion rate
e) All of these could be measured by defining a goal in Google Analytics

Answer:
e) All of these could be measured by defining a goal in Google Analytics

Which of the following could be measured by defining a goal in Google Analytics? Check all that apply.

a) The percentage of sessions that result in a site registration
b) The percentage of sessions that are unique
c) The percentage of sessions which contain three or more pageviews
d) The percentage of sessions during which users spend at least 2 minutes on the site

When configuring a goal, why is it useful to assign a goal value?

a) To determine the conversion rate
b) To calculate ecommerce metrics
c) To determine the popularity of each of your pages
d) To attribute monetary value to non-ecommerce conversions

Which of the following questions can be answered using the goal flow report?

a) Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over?
b) Are there a lot of unexpected exits from a step in the middle of my conversion funnel?
c) Are there any steps in my conversion process that don’t perform well on mobile devices compared to desktop devices?
d) Do visitors usually start my conversion process from the first step or somewhere in the middle?
e) All of these can be answered using the goal flow report.

You have defined goal X such that any PDF download qualifies as a goal conversion. A user comes to your site once and downloads five PDFs. How many goal conversions will be recorded?

a) 2
b) 0
c) 5
d) 1

This is probably the question that most people get wrong. The answer is indeed 1, not 5 goal conversions.

Here is an explanation: There is an important difference between Goal conversions and ecommerce transactions. A Goal conversion can only be counted once during a visit, but an ecommerce transaction can be counted multiple times during a visit. Let’s say that you set one of your Goals to be a PDF download and you define it such that any PDF download is a valid Goal conversion. And let’s also say that the Goal is worth $5. In this case, if a user comes to your site and downloads five PDF files during a single session, you’ll only get one conversion worth $5. However, if you were to track each of these downloads as a $5 ecommerce transaction, you would see five transactions and $25 in ecommerce revenue.

Setting up goals allows you to see________.

a) bounce rate
b) conversion rates
c) a list of transactions
d) ecommerce revenue

Answer:
b) conversion rates

Your web property is “www.example.com”. You set up a URL goal of “/thankyou” and a Match Type of “Begins with”. Which of the following URLs will count as goals?

a) www.example.com/thankyou.html
b) www.example.com/thankyou/receipt.php
c) All of these would count as goals.
d) www.example.com/thankyou.php

Answer:
c) All of these would count as goals.

Create a goal in the “Master Profile” for the website to match the following pages:
www.mysite.com/thankyou/shoes
www.mysite.com/thankyou/shirt
www.mysite.com/thankyou

What match type and URI pattern did you use to create the goal in your account?

a) Match type: Equals to; URI pattern: /thankyou
b) Match type: Begins with; URI pattern: /thankyou
c) Match type: Equals to; URI pattern: www.mysite.com/thankyou
d) Match type: Begins with; URI pattern: www.mysite.com/thankyou

Specifying a goal value allows Google Analytics to calculate __________.

a) Revenue per Click
b) Bounce Rate
c) Average Order Value
d) Ecommerce Revenue
e) Goal Revenue

Answer:
e) Goal Revenue

When configuring a goal, why is it useful to assign a goal value?

a) To attribute monetary value to a non e-commerce site
b) To calculate e-commerce metrics
c) To determine the popularity of webpages
d) You must assign a goal value in order to track conversions

Answer:
a) To attribute monetary value to a non e-commerce site

Which of the following would prevent URL destination goal conversions from being recorded?

a) There was a misspelling in the URL of the goal definition
b) The tracking code is missing from the conversion page
c) The match type in the goal definition is incorrect
d) No URL destination goals have been defined
e) All of these answers apply

Answer:
e) All of these answers apply

Which of these best defines a Destination goal in Google Analytics?

a) A website page viewed by the user once they have completed a desired action
b) A KPI
c) A page that has given you revenue
d) The most popular page on your site

You define a Destination goal by:

a) Adding the e-commerce code to the goal page
b) Adding the conversion ID to the tracking code on the goal page
c) Dragging the goal page onto a Standard Report
d) Specifying the conversion page in your view settings within Google Analytics

Which of the following are required in order to see data for each page of a three-page conversion process in the Goal Flow report?

Check all that apply.

a) You must have Ecommerce reporting implemented.
b) You must set up a Goal for the conversion.
c) You must set up each of the three pages as a funnel step in the Goal settings.
d) None of the above. Goal Flow reports are automatically populated with data about your conversion processes.

Google Analytics Goals let you specify:

a) which users are likely to convert
b) which interactions should be used to calculate conversions
c) which users spend the most time on your home page
d) which page or screen is the first of a user’s visit

Answer:
b) which interactions should be used to calculate conversions

Unit 4, Lesson 5: Collecting campaign data

Using the URL Builder in the Help Center and the details below, create a tagged URL that you would use for your Fall Sale email campaign. Then, complete the questions that follow to review what you learned in this lesson.

Destination URL: http://www.mysite.com/landingpage
Source: newsletter
Medium: email
Campaign Name: sale
Campaign Content: promo1

Enter the tagged URL that you created for the campaign above here:

http://www.mysite.com/landingpage?utm_source=newsletter&utm_medium=email&utm_content=promo1&utm_campaign=sale

Which campaign tracking variables are required in order to ensure accurate data shows for your campaigns in the „All Traffic“ report? Select all that apply.

a) utm_campaign
b) utm_term
c) utm_source
d) utm_medium
e) utm_content

Answer:
a), c), d)

Note: The new version of this question allows only one answer, so the correct option is “utm_campaign, utm_source, utm_medium”

Which of the following is a valid tagged custom campaign? Select all that apply.

a) www.example.com?utm_medium=email&utm_source=newsletter1&utm_campaign=spring
b) www.example.com?utm_medium=referral&utm_source=example&utm_campaign=winter
c) www.example.com?utm_medium=cpc&utm_source=mysearch&utm_campaign=spring&utm_term=backpacks
d) www.example.com?utm_campaign=fall&utm_medium=email&utm_source=newsletter1&utm_content=a1

Answer:
a), b), c), d)

Which of the following is not a standard campaign parameter?

a) utm_adgroup
b) utm_content
c) utm_campaign
d) utm_source

Answer:
a) utm_adgroup

What is the purpose of the URL builder?

a) to generate a URL with tracking parameters
b) to optimize landing pages
c) using the URL builder is required in order to track AdWords visits
d) to generate the URL tracking parameters that need to be appended to an organic search result

Answer:
a) to generate a URL with tracking parameters

Which is the recommended parameter for identifying different versions of an ad?

a) utm_ad
b) utm_medium
c) utm_creative
d) utm_content

For each user who comes to your site, Google Analytics automatically captures which of the following Traffic Source dimensions?

a) Source and Medium
b) Source, Medium, Campaign, and Ad Content
c) Campaign and Medium
d) Campaign and Ad Content

Answer:
a) Source and Medium

Which of the following traffic mediums are automatically tracked by Google Analytics without extra tagging or account linking? Check all that apply.

a) search
b) referral
c) cpc
d) organic
e) email
f) display
g) ppc
i) (none), when the traffic source is “direct”

Which campaign tracking variables should you always use when manually tagging a URL?

a) utm_content, utm_campaign
b) utm_source, utm_medium, utm_campaign
c) utm_source, utm_content
d) utm_campaign, utm_adgroup, utm_term

Which of the following should you manually tag with campaign tracking variables?

Check all that apply.

a) Banner ads
b) AdWords campaigns
c) Referrals
d) Organic search traffic
e) Non-AdWords CPC campaigns
f) Email campaigns

Your business objective is to maximize the number of sales through your website. Which of the following metrics would most directly help you measure performance against this objective?

a) Ecommerce Conversion Rate
b) Bounce Rate
c) Pages/Visit
d) Visits
e) Page Value

Answer:
a) Ecommerce Conversion Rate

You want to see conversion rates for Windows visits coming from London. Which of the following dimensions would you need to select?

a) City, and Goal Conversion Rate as a secondary dimension
b) Operating System, and City as a secondary dimension
c) Goal Conversion Rate, and City as a secondary dimension
d) any one of these options

Answer:
b) Operating System, and City as a secondary dimension

Which of the following reporting tools would you use to show the dimension “city” next to the dimension “source” in a report?

a) Date comparison
b) Table filter
c) Table sort
d) Plot rows
e) Primary dimension
f) Secondary dimension
g) Pie chart
h) Pivot table

Which of the following metrics would be most useful in measuring how many conversions were initiated by Paid Search?

a) Assisted Conversion Value
b) First Interaction (Click) Conversions
c) Conversion Rate
d) None of these metrics

Answer:
b) First Interaction (Click) Conversions

Which of the following are metrics? Select all that apply.

a) City
b) % New Visits
c) Pageviews
d) Browser

Answer:
b)+c)

The following are examples of metrics:

(select all that apply)

a) Unique visitors
b) Page name
c) Average visit duration
d) Traffic source

Answer:
a), c)

Which of the following would be most useful for optimizing landing pages?

a) Unique Visits
b) Unique Pageviews
c) Visits
d) Pageviews
e) Bounce Rate

Answer:
e) Bounce Rate

Which two metrics below would be the best KPIs for measuring the performance of an ecommerce business?

a) bounce rate and average session duration
b) pageviews and revenue
c) pageviews and bounce rate
d) revenue and average order value

Answer:
d) revenue and average order value

Every metric may be combined with every dimension in Google Analytics.

a) True
b) False

Answer:
b) False

You can combine a metric X with a dimension Y in Google Analytics

a) as long as sampling is not required
b) if X and Y have been precalculated together in an aggregate table
c) if X and Y are in the same channel grouping
d) if X and Y have the same campaign
e) if X and Y have the same scope

Answer:
e) if X and Y have the same scope

Explanation: Not every metric can be combined with every dimension. Each dimension and metric has a scope: users, sessions, or actions. It only makes sense to combine dimensions and metrics that share the same scope. For example, Sessions is a session-based metric so it can only be used with session-level dimensions like Source or City. It would not be logical to combine Sessions with an action-level (or, hit-level) dimension like Page.

You want to create a report comparing the performance of pages on your site and decide to use the following dimensions and metrics: Page Title, Avg. Visit Duration, Goal 1 Conversion Rate. Which of the following statements is true about this report?

a) Google Analytics will allow you to create this report, and the report makes sense since you chose to combine hit-level metrics with the hit-level dimension Page Title.
b) Google Analytics will allow you to create this report, but the report does not make sense since you chose to combine session-level metrics with the hit-level dimension Page Title.
c) Google Analytics will not allow you to create this report.

Answer:
b) Google Analytics will allow you to create this report, but the report does not make sense since you chose to combine session-level metrics with the hit-level dimension Page Title.

Which of the following would you use to show two date ranges on the same graph?

a) secondary dimension
b) motion chart
c) plot rows
d) pivot table
e) date comparison

Answer:
e) date comparison

Which of the following reporting tools would you use to show two rows of data on the same graph?

a) Date comparison
b) Table filter
c) Table sort
d) Plot rows
e) Primary dimension
f) Secondary dimension
g) Pie chart
h) Pivot table

Which of the following Audience reports would you use to see how often users return to your site?

a) Location reports
b) Language
c) Frequency & Recency reports
d) New vs. Returning reports
e) Engagement reports
f) Browser & OS reports
g) Mobile reports

The URL for the homepage of your site is example.com/index. You would like this to appear as “/home” in your Pages report. How can this be achieved?

a) Use a Search and Replace custom filter on the Request URI field where Search Strings is “/index” and Replace String is “/home”
b) Use a Search and Replace custom filter on the Request URI field where Search String is “www.example.com/index” and Replace String is “www.example.com/home”

Answer:
a) Use a Search and Replace custom filter on the Request URI field where Search Strings is “/index” and Replace String is “/home”

Which of the following would be most useful for ranking pages according to revenue contribution?

a) Page Value
b) Bounce Rate
c) Revenue
d) ROI
e) Margin

Answer:
a) Page Value

To see the bounce rate of a specific medium in an Acquisitions report:

Check all that apply.

a) Change the primary dimension in the Channels report to “Medium” and view the Bounce Rate metric
b) Change the primary dimension in the Source/Medium report to “Medium” and view the Bounce Rate metric
c) Change the primary dimension in the Referrals report to “Medium” and view the Bounce Rate metric
d) You cannot see this information in any Acquisitions reports.

Which of the following types of traffic will show in the “Campaigns” report?

Check all that apply

a) Visits from Google AdWords campaigns that have autotagging enabled
b) Visits from Google AdWords campaigns that have autotagging disabled and no manual campaign tagging
c) Visits from all links tagged with the parameter utm_medium=cpc
d) Visits from all links tagged with the utm_campaign parameter

Which of the following reports allows you to identify the terms visitors use to conduct searches within your site?

a) Keyword report
b) Affinity Categories
c) Search Engine Optimization report
d) Site Search report

Answer:
d) Site Search report

The Site Search reports show:

a) how users search your site
b) traffic coming from search engines
c) traffic coming from Google organic search
d) traffic coming from Google paid search

Which of the following Audience reports would you use to see how your site performance differs between desktop, smartphone and tablet users?

a) Location reports
b) Language
c) Frequency & Recency reports
d) New vs. Returning reports
e) Engagement reports
f) Browser & OS reports
g) Mobile reports

You are interested in identifying the most popular content on your site. Which of the following sections will have this report information by default?

a) Search
b) Acquisition
c) Audience
d) Conversion
e) Behavior

Answer:
e) Behavior

True or False: When you share a link to a custom report, you share the data in the report.

a) True: Sharing a link to a custom report shares the data in the report.
b) False: Sharing a link to a custom report only shares a template for the report.

Answer:
b) False: Sharing a link to a custom report only shares a template for the report.

Which of the following types of data can be collected and reported in the Site Speed reports?

a) button click response time
b) how quickly images load
c) All of these are tracked by the Site Speed reports.
d) page-load time for a sample of pageviews on your site
e) how quickly the browser parses a page and makes it available for user interaction

Answer:
c) All of these are tracked by the Site Speed reports.

Which of the following reporting tools would you use to exclude any rows of a report with fewer than 50 visits?

a) Date comparison
b) Table filter
c) Table sort
d) Plot rows
e) Primary dimension
f) Secondary dimension
g) Pie chart
h) Pivot table

Which of the following techniques would you use to exclude rows with fewer than 10 visits from a report table?

a) add a primary dimension
b) sort the table by sessions from highest to lowest
c) use a pivot table with two dimensions
d) add a secondary dimension
e) apply a table filter

Answer:
e) apply a table filter

Which of the following Audience reports would you use to determine whether first-time site visitors or repeat site visitors spend more time on your site on average?

a) Location reports
b) Language
c) Frequency & Recency reports
d) New vs. Returning reports
e) Engagement reports
f) Browser & OS reports
g) Mobile reports

1. Which of the following Google Analytics dimensions are only available for AdWords traffic?

Check all that apply.

a) Medium
b) Matched Search Query
c) Query Match Type
d) Placement Domain
e) Source
f) Campaign

2.Which of the following AdWords reports would you use to investigate whether you should modify your bidding during certain hours of the day to optimize conversions?

a) Campaigns
b) Keywords
c) Search Queries
d) Time of Day
e) Destination URLs

3. Which of the following are possible ways to view the dimension “Ad Content” in your Google Analytics AdWords reports?

Check all that apply.

a) Switch the primary dimension in the AdWords Campaigns report to “Ad Content”
b) Switch the primary dimension in the AdWords Keywords report to “Ad Content”
c) Add “Ad Content” to the Campaigns report as a secondary dimension

True or False. It is possible to customize the default channels in the Channels report and create your own custom channels from scratch.

a) True
b) False

Which of the following Behavior reports would you use to identify the pages of your site that have the highest bounce rate as the first page of a user’s session?

a) All Pages
b) Content Drilldown
c) Landing Pages
d) Exit Pages
e) Site Speed
f) Site Search
g) Events

Which of the following Behavior reports could you use to find new keyword ideas for your search advertising campaigns?

a) All Pages
b) Content Drilldown
c) Landing Pages
d) Exit Pages
e) Site Speed
f) Site Search
g) Events

In order to see data in the Events reports, which of the following must you do in addition to implementing the standard Google Analytics tracking code on your site?

a) Set up Event Tracking on the Account settings page and specify which types of events you want to track
b) Set up Event Tracking on the Property settings page and specify which types of events you want to track
c) Add additional Event Tracking code to each action on your site that you want Google Analytics to track as an event
d) None of the above. Events are automatically tracked with the standard Google Analytics tracking code.

Which of the following are required to create a Custom Report?

Check all that apply.

a) A report title must be entered
b) Multiple report tabs must be created
c) Multiple metric groups must be created
d) At least one metric must be added
e) At least one dimension must be added
f) A report filter must be applied

True or False. Custom Reports will only display data for the date range selected at the time the report is created.

a) True
b) False

You can retrieve Google Analytics reporting data through the following methods:

(select all that apply)

a) the account administration settings
b) the reporting interface
c) the SDKs
d) an API

Answer:
b), d)

The reporting APIs can be used to:

(select all that apply)

a) automate complex reporting tasks
b) automate your tracking code customizations
c) retrieve Google Analytics data for use in your own applications
d) build your own dashboard with Google Analytics data

Answer:
a), c), d)

Each query sent to the Reporting API must specify:

(select all that apply)

a) the start and end dates
b) the name of the standard report you wish to use
c) which metrics to display
d) the ID of the account view that the data should be retrieved from

Answer:
a), c), d)

If the data for a report you request is stored in a standard aggregate table, it will never be sampled in Google Analytics.

a) True
b) False

Answer:
a) True

If you decrease the sample size for a report, more sessions will be used to calculate the report and it will take longer to generate.

a) True
b) False

Answer:
b) False

You can adjust the sample size by:

(select all that apply)

a) adding a segment to your report
b) adjusting the session timeout control
c) adjusting a control in the reporting interface
d) specifying the sample size when querying the API

Answer:
c), d)

Which of the following reporting tools would you use to show two date ranges on the same graph?

Date comparison

Table filter

Table sort

Plot rows

Primary dimension

Secondary dimension

Pie chart

Pivot table

Which of the following attribution models would be useful to analyze ads and campaigns that are designed to create initial awareness about a brand?

Last Interaction model

First Interaction model

Linear model

Last Non-Direct Click model

Which of the following steps must be completed in order to collect ecommerce data in Google Analytics?

Check all that apply.

Enable Ecommerce tracking in the Ecommerce Settings for a view

Create a Goal for the “thank you” page of the checkout process

Add the Ecommerce tracking code to your site or application

Create a funnel for the shopping cart checkout process

Digital Analytics Fundamentals – Final assessment

1. What should always be the first step of creating a measurement plan?

Setting up Google Analytics goals
Determining what segments you want to use for analysis
Choosing the KPIs that you’ll use to assess your performance
Outlining your digital strategies and tactics
Defining your overall business objective

2. True or False: Your key performance indicators (KPIs) are automatically tracked as Goals in Google Analytics.

True. No additional implementation is required since Goals are tracked automatically.
False. You must set up your goals once you identify the KPIs you want to track.

3. In Google Analytics, “attribution” most commonly refers to:

Assigning which conversions should be tracked for your site or mobile app
Assigning which marketing channels get credit for conversions
Assigning the value of an ecommerce purchase
Assigning which property you want to collect data in for each of your websites and apps

4. Which of the following are metrics?

Check all that apply.

Site Search Term
Source
Avg. Time on Page
Goal Conversion Rate

5. Which of the following are dimensions?

Check all that apply.

Medium
Event Category
Bounce Rate
Ad Content

6. By default, when does a user’s session (or “visit”) end according to Google Analytics?

After 30 minutes, regardless of how active the user is on your website
The session ends once the user opens another window in the browser
The session ends once the user is inactive for 30 minutes or more
Immediately when the user closes the browser

7. Which of the following Google Analytics tools would you use to permanently exclude website traffic from your internal employees from your reports?

A filter in a standard report that you apply after the data is processed
A filter in a Custom Report that you apply after the data is processed
The Plot Rows feature that you apply after the data is processed to show internal employee traffic versus customer traffic
A filter that you create in the Admin settings and apply to your report view

8. True or False. If you make a mistake implementing a filter you can always correct it by fixing the filter and reprocessing the historical data.

True
False

9. Which of the following is NOT a standard Google Analytics campaign variable?

utm_adgroup
utm_source
utm_term
utm_content

10. Which of the following traffic source / medium combinations would NOT be detected by Google Analytics automatically and would require manual tagging for customization?

google / organic
nytimes.com / display
wikipedia.com / referral
direct / (none)
bing.com / organic

11. What do you need to do to track interactions that happen within a page of your website, like downloading a PDF, or clicking “play” and “stop” on an embedded video player?

Nothing. These interactions are automatically tracked by Google Analytics.
Have a developer implement Event Tracking code for each interaction you want to track.
Adjust your account settings to indicate which interactions should be tracked.
Use campaign link tagging to identify users who complete particular interactions on your site.

12. Add campaign link tags to the URL http://www.mysite.com/home so that traffic to the link would show in the All Traffic report as “coupon / email” and in the Campaigns report as “springsale”. Enter the tagged URL here.

http://www.mysite.com/home?utm_source=coupon&utm_medium=email&utm_campaign=springsale

13. You own three different websites that operate independently but are all a part of the same company. Which of the following is the best way to set up your Google Analytics account for these sites?

Create three different accounts, one for each website, so that no account settings overlap for the sites.
Create three different properties, one for each website, so that each site has its own unique tracking code.
Create three different views under the same property (one for each website) so that the data for all three sites is aggregated in your reports.
None of these options will work.

14. Which of the pages below would match a goal with the following settings: Destination begins with /orderconfirmed

Check all that apply.

www.mystore.com/orderconfirmed.html
www.mystore.com/shirts/orderconfirmed.html
www.mystore.com/orderconfirmed/shirts.html
www.mystore.com/orderconfirmed.html?id=153

15. Which of the following are reasons to implement Ecommerce tracking in addition to Goals?

Check all that apply.

To see which campaigns lead to the sale of particular products
To monetize goals such as newsletter sign-ups
To track revenue generated by the website
To enable an online payment system

16. A user visits your website and subscribes to your newsletter, which you are tracking as a Goal. The user’s colleague then immediately subscribes to the same newsletter using the same computer and browser. How many conversions will be recorded in Google Analytics?

0
1
2

17. Within a 30-day period a user visits your website first from a social media ad, then from a banner ad on a news site, and then from a paid search ad. On the final visit the user submits a “Contact” form that you track as a Goal conversion. Which of the following statements are true about how the user’s activity will be reported?

Check all that apply.

The social media ad will get all the credit for the conversion because it was the first source that brought the user to your site.
The social media ad and the banner ad will be given credit in the Multi-Channel Funnels reports as “assisting interactions.”
In the All Traffic report all three traffic sources will get credit for the conversion.
In the All Traffic report only the paid search ad will get credit for the conversion.

18. You have been asked to find opportunities to increase the number of users who complete the three-step account sign-up process on your site. Which of the three following analyses would be most useful for your investigation?

Choose three.

Using the All Traffic report to identify which traffic sources have the highest conversion rate.
Using the Landing Pages report to identify which landing pages have the highest conversion rate.
Using the All Pages report to identify which pages have the most pageviews.
Using the Goal Flow report to identify which of the three steps has the highest drop-off rate.

19. Which of the following reports allows you to identify the terms visitors use to conduct searches within your site?

Check all that apply.

Keyword report
Site Search report
Matched Search Queries report
Search Engine Optimization report

20. You want to create a report in Google Analytics that shows you the Visits and Ecommerce Conversion Rate broken out by both the dimensions Medium and City. How could you create this report?

Check all that apply.

Adjust the primary dimension of the Locations report to “City” and add a secondary dimension of “Medium.” Then switch the metric group to “Ecommerce.”
Adjust the primary dimension of the All Traffic report to “Medium” and add a secondary dimension of “City.” Then switch the metric group to “Ecommerce.”
Create a Custom Report with the dimensions “Medium” and “City” and the metrics “Visits” and “Ecommerce Conversion Rate.”
You can find this data in the default Locations report without adjusting any settings.
It is not possible to create this report in Google Analytics. Final del formulario.

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Mobile App Analytics Fundamentals Answers

April 15, 2016 By CertificationAnswers

Mobile App Analytics Fundamentals Answers. Learn how to use Google Analytics to attract new users to your mobile app and increase revenue.

Mobile App Analytics Fundamentals Answers

Unit 1: Introduction to Mobile App Analytics
- Lesson 1: Welcome to the course
- Lesson 2: Marketing and analysis tools
- Lesson 3: App revenue models
- Lesson 4: Starting with a measurement plan
- Lesson 5: Tools to set up tracking

Unit 2: Attracting New Users
- Lesson 1: Acquisition channels
- Lesson 2: Acquisition reports
- Lesson 3: High-value users
- Lesson 4: Segmentation and user attributes

Unit 3: Measuring behavior
- Lesson 1: Behavior reports overview
- Lesson 2: Screen tracking
- Lesson 3: Event tracking
- Lesson 4: Custom dimensions and metrics tracking
- Lesson 5: Enhanced Ecommerce tracking

Unit 4: Increasing revenue
- Lesson 1: Identifying roadblocks to revenue
- Lesson 2: Re-engaging existing users
- Lesson 3: Remarketing to new and existing users
- Lesson 4: Course Summary

1 – Introduction to Mobile App Analytics – Assessment

1. Which tool can you use to advertise your app on the Google Search results page and the Google Display Network?

AdMob

AdWords

AdSense

Analytics

2. Which tool can you use to advertise your app within other apps?

AdMob

AdWords

AdSense

Analytics

3. Which tool can you use to publish ads directly within your app?

AdMob

Google AdWords

Google AdSense

Google Analytics

4. Which tool can you use to measure user behavior within your app?

AdMob

Google AdWords

Google AdSense

Google Analytics

5. What is a “session” in Google Analytics?

The number of times a user clicks an app to open it

The number of times a user exits an app

The period of time when a user actively engages with an app

The number of times a user starts a new level within a gaming app

6. Which monetization model would you use to let users download an app for free and then pay to unlock features?

Paid app download

In-app purchases

In-app ads

Freemium

7. What is the term for an action you want users to perform in your app in order to advance your business goals?

Conversion

Interaction

Reward

Point-of-sale

8. What is a Goal in Google Analytics?

A Goal sets a target ranking for your app’s position on an app marketplace

A Goal allows you to define and measure conversions

A Goal allows users to set target scores to challenge themselves

A Goal is equivalent to earning one point in a gaming app

9. Which SDK can provide your app access to the entire suite of Google Services such as Google Analytics and Google Maps?

Android SDK

Analytics SDK

Google Play Services SDK

Android Studio

10. Which tool lets app developers push data collection tag updates without having to publish a new version of the app to a marketplace?

Android SDK

Analytics SDK

Android Studio

Google Tag Manager

2 – Attracting New Users – Assessment

1. Which type of ad appears on Google search engine result pages based on users’ search terms?

Search ads

Display ads

Social ads

Email sponsorships

2. Which type of ad appears as a banner on websites, videos, or within other apps?

Search ads

Display ads

Social ads

Email sponsorships

3. What is the term for targeting ads to users who have previously visited your website or app?

Re-engaging

Double-targeting

Remarketing

Re-advertising

4. To view AdWords data in your Google Analytics reports you must first:

(select the 2 correct answers)

Link your AdSense and AdWords accounts

Link your AdWords and Google Analytics accounts

Enable geo-tagging

Enable auto-tagging

5. Select one reason that apps marketplace data might appear as “not set” in Google Analytics:

You have not correctly connected your Analytics account to AdMob

The app marketplace doesn’t support the App Installer ID

You have not associated your app to your app marketplace

You have exceeded data limits in Analytics

6. Which report shows the traffic sources that brought users to your app marketplace, how long they stayed, and how much money they spent?

Sources report

App Marketplace report

New Users report

AdWords Campaigns report

7. Which report shows how users moved through the acquisition process including marketplace views, installs, and drop-offs?

App Overview report

Audience reports

Behavior Flow report

Google Play Referral Flow report

8. Which report shows an overview of users who launched your app for the first time?

Active Users report

New Users report

App Versions report

New vs Returning report

9. What is the term for separating distinct groups of users in Google Analytics to compare their similarities and differences?

Grouping

Separation

Segmentation

Bucketing

10. Audience report data can help you:

(select the 3 correct answers)

Understand common characteristics of your audience

Design better demographic targeting for your advertising campaigns

Improve your users’ app experience based on language or geography

Identify new apps or websites you can use to advertise your mobile app

3 – Measuring behavior – Assessment

1. Which group of reports includes data about app screens, interactions within a screen, and the crashes and exceptions users encounter?

Audience reports

Acquisition reports

Behavior reports

Conversion reports

2. Google Analytics screen tracking collects the following data:

(select the 2 correct answers)

How many times users click buttons on specific screens

The name of each screen that users view

Which buttons users click within specific screens

How many times users view each screen

3. What Google Analytics tracking feature can you use to track specific interactions within a screen of your app?

Screen tracking

Event tracking

Crashes & Exceptions

Enhanced Ecommerce

4. When tracking an event, we recommend you set up at least these three parameters:

Label, Value, and Category

Action, Label, and Value

Category, Value, and Label

Category, Action, and Label

5. If a user clicks a button with event tracking 4 times in one session and 4 times in another session, the total number of Unique Events will be counted as:

1 Unique Event

2 Unique Events

4 Unique Events

8 Unique Events

6. Why is it important to be selective when choosing which events to track?

(select the 2 correct answers)

You might bias where users click in your app

You might exceed Google Analytics data collection limits for a session

You want to avoid incomplete session data

You can only track 10 unique event categories with Google Analytics

7. Custom Dimensions and Metrics in Google Analytics allow you to:

Change the default dimension/metric names in your Google Analytics reports

Collect data that’s not automatically captured through Google Analytics

Upload your own user behavior data to Google Analytics

Predict how much money users will spend in your app

8. Which of the following are examples of dimensions?

(select the 2 correct answers)

Mobile Device

Bounce Rate

New Visits

Screen Resolution

9. Which of the following are examples of metrics?

(select the 3 correct answers)

Exits

Time on Page

Operating System

Session Duration

10. Enhanced Ecommerce reports can show:

(select the 3 correct answers)

The names of top selling products

The revenue from each product

The reason a user returned a product

The percentage of shopping cart drop-offs

4 – Increasing revenue – Assessment

1. Which of these issues represent potential roadblocks for maximizing app revenue?

(select all that apply)

Overly-complex registration process

Game level that users cannot pass

Technical issue in the purchasing process

Technical issues on particular devices

2. Given the following report, which screen would you check first to fix potential roadblocks?

Level 1

Level 2

Level 3

Level 4

3. Given the following report, which app version appears to have introduced a new technical issue?

3.0.10

3.0.11

3.0.12

3.0.13

4. The Loyalty report shows:

How frequently users spent money in an app

How frequently users returned to an app

How often users invited their friends to an app

How often users passed a level in an app

5. The Recency report shows:

How much time has passed since a user spent money in an app

How much time has passed since a user started a new game in an app

How much time has passed since a user launched an app

How much time has passed since a user’s last app session

6. Which of the following are strategies to re-engage existing users of your app?

(select the 3 correct answers)

Email marketing

Push notifications

Remarketing campaigns

Editing your apps marketplace page

7. In order to enable Remarketing in Google Analytics, you must:

Download the Remarketing SDK

Update your Google Analytics tracking code

Request permission from Google to use Remarketing

Tag your marketing campaigns with URL parameters

8. Audience Lists in Remarketing can do which of the following:

(select the 3 correct answers)

Target ads to groups of users based on common attributes

Provide a list of your users’ favorite apps

Target ads to groups of users based on previous actions in your app

Allow you to create your own targeting lists using existing Analytics segments

9. When creating an Audience List in Analytics, you can use one of these pre-defined audiences:

(select all that apply)

All users to your website or app

Users that visit a specific page or area of your website or screen of your app

Users who complete a specific goal conversion

New users that Google determines to be viable candidates through machine learning

CertificationAnswers

Which of the following is NOT true about an app URL scheme?

50% of purchase-related conversions happened within ______ of the mobile searches that initiated them.

Select the one way NOT to track app conversions.

Which of the following is incorrect about AdWords cross-device conversions?

App remarketing allows you to target people who:

iOS app conversion tracking cannot be set up using:

If your campaign is running on the Display Network, your ads:

Which of the following is the main reason an app advertiser would want to use a 3rd party conversion tracking company?

The codeless conversion tracking solution is usually recommended for app downloads on Android OS over SDK or server to server solution when speed and ease of implementation is a priority.

Which of the following is a way for an advertiser to monetize their app?

The Mobile App Analytics Acquisition reports give you data about:

You can use a mobile specific display URL to:

With a business in an eligible country, advertisers can use Website Call Conversions to track calls to a Google forwarding number on their site from users who arrived there from any source.

Admob is ____.

Auto exclusions allow:

The mobile video Masthead is a homepage ad similar to the desktop video Masthead and will appear on the homepage of all of the YouTube mobile and tablet properties, including _____.

The conversion optimizer for apps allows:

Assuming you are not using any bid adjustment and you value mobile traffic over desktop, which bid adjustment should you set?

What is a lightbox ad?

Viewable impressions:

What will you need before you can set up conversion tracking for calls from an ad or from a website (assuming Google forwarding numbers are available in your country)?

An advertiser would NOT use AdWords’ mobile offering to:

Once an advertiser opts in to advertise with our search partners (the default setting) in their campaign network settings, they should use _______ to have their ads populate within Google Maps for Mobile.

Showrooming refers to:

An app developer might use remarketing if they wanted to promote a paid version of their game to all users of the free version who reached Level 10 of the game.

The two types of conversions for YouTube on mobile are:

Showing your ads on top of the mobile page in search results is beneficial because:

In AdWords, you can create and manage video campaigns targeting mobile devices by using ___.

To track conversions in an app, you can add the AdWords Conversion Tracking SDK to your app. SDK stands for:

To find the right mobile bid, you would calculate:

How do upgraded URLs help advertisers with 3rd party conversion tracking?

Where can app ads run?

The Mobile App Analytics Behavior reports give you data about:

Which of the following is true about mobile optimized sites?

Setting up Mobile App Analytics requires:

When conversion data shows that mobile drives more value, you would _____ your mobile bid. When conversion data shows that desktop drives more value, you would ______ your mobile bid.

A mobile app is an application that can be downloaded and installed on your mobile device or rendered within a browser.

iOS App Install confirmation is a feedback mechanism which enables customers to receive confirmation from Google every time an iOS app install event can be attributed to an AdWords ad click or view. Why would an advertiser use this solution?

Usage data allows advertisers to:

Automatic bidding is ideal for advertisers who:

What time of day does mobile usage generally peak?

Which of the following is true about apps?

Which of the following is NOT a type of mobile ad extension?

According to a Nielsen study, what percentage of purchase-related conversions happened within an hour of the mobile searches that initiated them?

When you use a flexible bid strategy, it will automatically optimize your bids based on:

What is an app install ad?

If you want to reach certain categories of apps with in-app display ads, or if you know the apps you want to target, you should:

A ______ specifies a location in an app that corresponds to the content you’d like to show.

For someone who wants to run a Display Network campaign, which tool is best suited for providing targeting ideas and estimates?

Deep-linking allows:

Sitelink extensions:

Third-party analytics companies can reduce complication for advertisers by providing them only one SDK to add to their apps.

To understand the full value of mobile, you must take into account:

_______ are a type of ad format that show extra information about your business.

The App Overview report is a summary of the most salient data from all of the Mobile App Analytics reports. Use this report to:

Many successful mobile sites have large “touch targets” for clicking that take into account ______.

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.

________ is a tool that can show you what happens after a customer clicks on your ads; whether they made a purchase, downloaded an app, or called your business.

Which of the following is true about apps?

Which flexible bid strategy might help improve the chances that your ad gets to the top of the page?

To re-engage users with an app, use the following strategies:

An advertiser with stores throughout the country could use Location Extension Targeting to:

App Downloads are conversions that are tracked when a user downloads or installs a mobile application for the first time.

When should an advertiser use an app extension instead of an app promotion ad?

What is an app engagement ad?

A(n) ____ gives your app users the ability to open your app directly from other apps by clicking a link.

Mobile presents an opportunity for a more targeted marketing message because you have an understanding of context such as time, location, and proximity of the customer.

With YouTube Mastheads you can get 100% share of voice, not just on the desktop YouTube site, but also across screens with:

Which is a benefit of using server-to-server app conversion tracking over an SDK?

The path to conversion on mobile is not the same as on desktop or tablet due to ALL of the following EXCEPT:

In AdWords, you can create and manage video campaigns targeting mobile devices by using ____.

Which of the following is a way for an advertiser to monetize their app?

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.

Third-party analytics companies can reduce complication for advertisers by providing them only one SDK to add to their apps.

When you use a flexible bid strategy, it will automatically optimize your bids based on:

The Mobile App Analytics Acquisition reports give you data about:

With a business in an eligible country, advertisers can use Website Call Conversions to track calls to a Google forwarding number on their site from users who arrived there from any source.

According to a Nielsen study, what percentage of purchase-related conversions happened within an hour of the mobile searches that initiated them?

1. Which of the following Google Analytics dimensions are only available for AdWords traffic?

When conversion data shows that mobile drives more value, you would _ your mobile bid. When conversion data shows that desktop drives more value, you would __ your mobile bid.