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Clyde wants to raise the profile of his dance school. A “Display Network” campaign can help him:

 

 

show ads when someone searches for dance classes

 

match his ad text to what people are searching

 

pick the most popular keywords for his campaign

 

show ads on dance websites and YouTube videos

 

Explanation:

“Display Network only” campaigns are best if you’d like to show ads on websites and apps when your keywords are related to the sites’ content. Display Network only campaigns are usually focused on increasing awareness of your business, or giving a vivid impression of your brand. These campaigns allow a much wider variety of ad formats and different ways to find your customers based on their interests.

Source

 

When you advertise on the Google Display Network, your ads can appear across a large collection of websites, mobile apps, and video content. Here are some examples:

• Google AdSense publisher sites, including AdSense for Domains and AdSense for Errors
• DoubleClick Ad Exchange publisher sites
• Google sites such as Google Finance, Blogger, and YouTube (Google web search not included)

Read more here: https://support.google.com/adwords/answer/2404191

 

 

 

 

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?

 

Make sure the landing page is closely related to the ad

 

Increase the average daily budget for the campaign

 

Broaden the list of keywords to reach more potential customers

 

Increase the cost-per-click (CPC) bid for low-performing keywords

 

Explanation:

• Make sure your landing page is directly relevant to your ad text and keyword.
• Provide useful information on your landing page about whatever you’re advertising.
• Try to offer useful features or content that are unique to your site.
• Transparency and trustworthiness

Read more here: https://support.google.com/adwords/answer/2404197

 

 

 

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 page with information on instrument rentals and a contact form

 

His homepage, with links to instrument sales, rentals, and music lessons

 

A page with information on music lessons and a contact form

 

A page with a wide selection of instruments for sale

 

Explanation:

The landing page experience status describes whether your landing page is likely to provide a good experience to customers who click your ad and land on your website. You can use this status to help identify landing pages that might be hurting your chances of making conversions like sales or sign-ups. You should make sure your landing page is clear and useful to customers, and that is related to your keyword and what customers are searching for. All these factors can play a role in determining your landing page experience status.

 

Your landing page experience is one of several factors that helps determine a keyword’s Quality Score. The experience of a landing page is represented by such things as the usefulness and relevance of information provided on the page, ease of navigation for the user, and how many links are on the page.

Landing page relevance is a key factor. Your campaigns just can’t work if you’re sending potential customers to irrelevant pages. It’s just a waste of your marketing budget.

In this case, you create an ad group for instrument rentals. People who are looking for renting an instrument, in most cases won’t be interested in buying one right now. Just don’t be lazy, make a special landing page, not just sending to product category page for example. Custom landing pages are always better.

 

Your landing page experience is one of several factors that helps determine a keyword’s Quality Score. The experience of a landing page is represented by such things as the usefulness and relevance of information provided on the page, ease of navigation for the user, and how many links are on the page.

Read more here: https://support.google.com/adwords/answer/14086?hl=en

 

 

 

 

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?

 

Create new ad groups with several keyword match types

 

Create new ad groups with with related keywords grouped together

 

Remove half of the keywords from the ad group

 

Create one ad group for every five keywords

 

Explanations:

Well, in general yes. But i bet experienced marketers would consider no 2. Creating just one group pour each single keyword with different match types is a way to go. But its an another topic. For Google and for fundamentals an answer is clear. “An ad group contains one or more ads which target a shared set of keywords. You set a bid, or price, to be used when an ad group’s keywords trigger an ad to appear. This is called a cost-per-click (CPC) bid. You can also set prices for individual keywords within the ad group. Use ad groups to organize your ads by a common theme, such as the types of products or services that you want to advertise.”

Source

 

Use ad groups to organize your ads by a common theme. For example, try separating ad groups into the different product or service types you offer.

Read more here: https://support.google.com/adwords/answer/6298?hl=en

 

 

 

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?

 

Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers

 

Use the top movers report which campaigns have seen the biggest change in clicks since last month

 

Use the paid & organic report to show when his website appears in organic search, with no associated ads

 

Use the Search term report to show which search terms lead to the most clicks on his ads

 

Explanations:

The Auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are. This information can help you to make strategic decisions about bidding and budgeting choices by showing you where you’re succeeding and where you may be missing opportunities for improved performance.

Read more here: https://support.google.com/adwords/answer/2579754?hl=en

 

 

 

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) Shopping ads / Product Listing Ad

 

C) Image ads

 

D) Sitelink extensions

 

Explanation:

If you’re a retailer, you can use Shopping campaigns to promote your online and local inventory, boost traffic to your website or local store, and find better qualified leads.

Read more here: https://support.google.com/adwords/answer/2454022

 

If you’re a retailer, you can use Shopping campaigns to promote your online and local inventory, boost traffic to your website or local store, and find better qualified leads. To get started, you’ll send us your product data with Merchant Center and create a campaign in AdWords. Then we’ll use your campaign to create ads on Google and around the web where potential customers can see what you’re selling. We call these placements Shopping ads, because they’re more than a text ad–they show users a photo of your product, plus a title, price, store name, and more. These ads give users a strong sense of the product you’re selling before they click the ad, which gives you more qualified leads.

 

https://www.youtube.com/watch?v=R2dcVZtbVa4