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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?

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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?

 

Specific terms about the benefits of running

 

Specific terms about the shoe brand and model your client is selling

 

Generic terms about running and running shoes

 

Generic terms about different types of women’s shoes

 

Explanation:

Select more specific keywords that directly relate your ad’s theme if you want to target customers who may be interested in a particular product.

 

 

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?

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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?

 

Create multiple campaigns, each with a set of related keywords

 

Create campaigns based on the structure of his client’s website

 

Create one campaign with a broad selection of keywords

 

Create one campaign for all the products his client offers

 

Explanation:

Many advertisers find it helpful to base their ad groups on the sections or categories that appear on their website. For example, let’s say you sell desserts, beverages, and snacks on your website.

Source

 

With AdWords, you’ll organize your account into separate campaigns, with each campaign focusing on a single business goal, such as driving traffic to your website, or offering, like a particular product or service. If your business serves several geographic areas, you might want to create a separate campaign for each location.

One effective approach is to organize your campaigns to reflect the structure of your website. This allows you to create campaigns around specific themes or products. For example, an electronics retailer might create campaigns for specific product categories, such as televisions and cameras.

Read more here: https://support.google.com/partners/answer/6172648?hl=en

 

 

 

Keyword Planner can help you build a new Search Network campaign by:

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Keyword Planner can help you build a new Search Network campaign by:

 

organizing potential placements into ad groups

 

suggesting landing pages for your ads

 

multiplying keyword lists together

 

creating new ads based on your keywords

 

Explanation:

Keyword Planner is a free AdWords tool for new or experienced advertisers that’s like a workshop for building new Search Network campaigns or expanding existing ones. You can search for keyword and ad group ideas, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together. Keyword Planner can also help you choose competitive bids and budgets to use with your campaigns.

 

You can search for keyword and ad group ideas, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together. Keyword Planner can also help you choose competitive bids and budgets to use with your campaigns.

Read more here: https://support.google.com/adwords/answer/2999770?hl=en

 

 

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?

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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?

 

Add the terms as exact match keywords

 

Add the terms as phrase match keywords

 

Add the terms as negative keywords

 

Add the terms as keywords

 

Explanation:

Negative keywords are an important part of every campaign because they help make sure that your ads appear only to people looking for what you offer. This added level of control can help you increase your clickthrough rate (CTR), reduce your average cost-per-click (CPC), and increase your ROI.

 

Maintaining a set of relevant keywords helps improve your ad performance. It’s a never-ending process which is a key of every successful PPC campaign. You want your ad being as relevant as possible to your audience.

If you notice that your ad is showing for irrelevant terms, you should consider adding these terms as negative keywords. By adding negative keywords to your Search and Display Network campaigns, you can avoid targeting sites that contain those terms.

It’s important to make sure that your negative keywords don’t overlap with your regular keywords because this will cause your ad not to show.

 

Read more here: https://support.google.com/adwords/answer/105671?hl=en

 

 

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?

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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?

 

Use a location bid adjustment to increase bids for customers in Tokyo

 

Create a separate ad group to target ads and bids for Tokyo

 

Use the user location view to understand if people who click your ads are located in Tokyo

 

Refine where your ads show by adding the keyword “Tokyo”

 

Explanation:

Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search.

If your Ads perform better in a specific location, it’s a good idea to use location bid adjustments to achieve even better results.

Use location bid adjustments to show your ad more or less frequently to customers in certain countries, cities, or other geographic areas. You can also use location extension targeting to set different bids for customers who are located around your business.

Read more here: https://support.google.com/adwords/answer/2732132?hl=en

 

 

 

AdWords Display Assessment Answers – Academy for Ads

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AdWords Display Assessment Answers – Academy for Ads

  • You are interested in understanding how clicks lead to a sale on your site.

    What do you call a click that leads to a sale on your site?

     

    The correct answer was Conversion.

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  • A running shoe company wants to reach “avid marathon runners” instead of just “sports fans.”

    Which targeting method should this advertiser use?

     

    The correct answer was Custom Affinity Audiences.

 

  • John launched a new line of men’s shoes on his fashion website, and he wants to build awareness about the launch.

    Which targeting option should he use?

    The correct answer was Demographic targeting.

 

  • You’d like to create remarketing lists based on your customer’s journey through your website so that you can target them with different bids or ads.

    Which category describes the users that visited your homepage but didn’t move any further into your site?

    The correct answer was Homepage visitors.

 

  • In addition to partner websites, where can you display your ads on the Google Display Network? (Choose 2)

    The correct answer was YouTube.com, Mobile sites that are part of the Google Display Network.

 

  • What does remarketing allow you to do? (choose 2)

    The correct answer was Tailor your ads to users based on their previous actions on your website or app, Reconnect with people who have previously visited your website or mobile app by showing them relevant ads as they browse the web .

 

  • Your budget is $500 a month, your goal is to drive visits to your site, and your average sale price is around $10.

    Which bidding strategy is best for you?

 

  • If John is setting up a new video campaign, which manual bidding strategy should he use?

    The correct answer was Cost-per-view .

 

  • James has a campaign for an online training course and wants to understand how his campaigns are driving course sales and lesson sign-ups.

    What information can he learn from conversion tracking? (choose 2)

    The correct answer was How many people sign up for lessons after seeing the ad.

 

  • If you’d like to ensure the users fill in a survey on your website.

    Which marketing objective do you need to select when setting up your Display campaign?

 

  • Which bidding strategy should you use if you want to increase revenue from your ad spend?

 

  • You are leading a brand awareness campaign for a car company, and you’d like to create buzz for your new model.

    Which metrics do you need to look at in your reports?

 

  • You’ve just opened your new bakery shop in Paris, and would like to have more customers in your shop.

    Which bid strategy do you need to select when setting up your campaign to get the required results?

 

  • What is your advertising objective if you want to ensure your content catches the eye of the people who want what you offer?

    The correct answer was Influence Consideration.

 

  • You’d like to show your ads to customers who live in a specific region or country and speak German.

    Which targeting method can you use?

    The correct answer was Location and language targeting.

 

  • You are interested in understanding how campaigns are driving traffic to your site.

    What metric would you look at to see how often people who see your ad end up clicking it?

    The correct answer was Clickthrough rate.

 

  • In your next campaign you’d like to show images of your products in your ads.

    What campaign type do you choose?

 

  • Sally is planning two new spring campaigns – one to target her stylish, 30-something clientele, and another one for a trendier, 20-something crowd.

    Which tool can she use to easily create compelling image ads for these campaigns?

 

  • Which targeting option allows you to re-engage with people who visited your site by serving them ads containing the products they viewed on their visit?

    The correct answer was Dynamic remarketing.

 

  • You manage the advertising for a travel company and you’re trying to pick the best ad formats for your spring Display campaign.

    What’s a good strategy for picking your formats?

    The correct answer was Select formats based on your marketing objectives.

 

  • Which ad formats are recommended for influencing consideration?

    The correct answer was Gmail Ads, standard text and image ads.

 

  • What do you need to have in order to plan a campaign with Display Planner? (Choose 2)

    The correct answer was Keyword, topic or site your customers are interested in, Your landing page.

 

  • What is your advertising objective if you’ve just launched a product and would like to show your ads to a varied group of consumers?

    The correct answer was Build Awareness.

 

  • Which ad formats are recommended for driving action?

    The correct answer was Dynamic Ads, Click to locate text ads.

 

  • What is the reach of the Google Display Network?

 

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