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Advertising on TV, print, and radio typically requires a predetermined budget. What key difference with online advertising campaigns allow advertisers to invest with more flexibility?

September 6, 2017 By CertificationAnswers

Advertising on TV, print, and radio typically requires a predetermined budget. What key difference with online advertising campaigns allow advertisers to invest with more flexibility?

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

https://www.youtube.com/watch?v=-WQiiw7Cp6A

On the Display Network, your ad is eligible to show on a webpage if your:

September 6, 2017 By CertificationAnswers

On the 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

Explanations:

AdWords has two main networks: Search and Display. The Adwords Search Network reaches people when they’re already searching for specific goods or services. The Display Network helps you capture someone’s attention earlier in the buying cycle. For example, if you run an art supply store, you can catch a mom’s eye when she’s reading reviews about the best brands of washable paints, but before she puts her toddler in the car seat and heads out to buy.

Google’s system analyzes the content of each webpage to determine its central theme, which is then matched to your ad using your keywords and topic selections, your language and location targeting, a visitor’s recent browsing history, and other factors.

Why should you link your client’s AdWords account to Search Console?

September 6, 2017 By CertificationAnswers

Why should you link your client’s AdWords account to Search Console?

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

Explanations:

You can use AdWords reporting tools to see how often your ads are showing to potential customers, and which keywords are triggering those impressions. With the paid & organic report, you can also see how often pages from your website are showing in Google’s free organic search results, and which search terms triggered those results to show on the search results page.

You know that you can use AdWords reporting tools to see how often your ads are showing to potential customers, and which keywords are triggering those impressions. With the paid & organic report, you can also see how often pages from your website are showing in Google’s free organic search results, and which search terms triggered those results to show on the search results page.

All other things being equal, if you’ve set a maximum 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?

September 6, 2017 By CertificationAnswers

All other things being equal, if you’ve set a maximum 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?

1.01

0.5

0.51

Explanations:

Your actual cost per click (actual CPC) is the final amount that you’re charged for a click. You’re often charged less – sometimes much less – than your maximum cost-per-click (max. CPC) bid, which is the most you’ll typically be charged for a click. Actual CPC is often less than max. CPC because, with the AdWords auction, the most that you’ll pay is what’s minimally required to hold your ad position and any ad formats that are shown with your ad, such as sitelinks.

For ads on the Search Network, the minimum Ad Rank required for ads above search results is generally greater than the minimum Ad Rank required for ads beside search results. As a result, the actual CPC when you appear above search results could be higher than the actual CPC if you appear beside search results, even if no other advertisers are immediately below you. Although you may pay more per click, top ads usually have higher clickthrough rates and may allow you to show certain ad extensions and other features available only in top ad positions. As always, you’re never charged more than your max. CPC. bid.

If the advertiser immediately below you bids US$2.00, and if that advertiser’s ad is the same quality as yours (and has equal-performing extensions and ad formats), you’d typically need to bid a penny more than US$2.00 to rank higher than that advertiser and still maintain your position and ad formats. With AdWords, that’s the most you’ll pay (about US$2.01), whether your bid is US$3.00, US$5.00, or more.

When reviewing your client’s Search Network campaign, you notice that an ad in one of the ad groups has a lower average position. Which automated bid strategy should you use to help improve the position of these ads?

September 5, 2017 By CertificationAnswers

When reviewing your client’s Search Network campaign, you notice that an ad in one of the ad groups has a lower average position. Which automated 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

Explanation:

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