Google Ads Search Advertising Certification Assessment Answers (Updated)

An advertiser wants to improve the position of ads on Google but isn’t willing to raise bids. What else could increase Ad Rank?

Lower bids on keywords with a low clickthrough rate (CTR)

Change keyword match types from exact match to phrase match

Make changes to improve the components of Quality Score

Review impression share data to identify missed opportunities

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

Explanation: Having better quality components typically makes it easier and cheaper for your ads to enter an auction. Our measures of ad quality also help determine whether your ad is qualified to appear at all.

Read more here: https://support.google.com/adwords/answer/1722122?hl=en

Your client’s product costs £50 to produce, and it sells for £150. She’s sold 10 units and spent £700 on her AdWords campaign. How would you calculate her return on investment (ROI) to help her understand the benefit of using AdWords?

[£1500 (revenue) – £1200 (cost + AdWords spend)] / £1200 (cost + AdWords spend)

[£150 (sales price) – £1500 (cost)] / £700 (AdWords spend)

£1500 (revenue) / £1200 (cost + AdWords spend)

[£1500 (revenue) – 10 (number of products sold)] / £1200 (cost + AdWords spend)

Explanation:

ROI is the ratio of your net profit to your costs. To calculate ROI, take the revenue that resulted from your ads, subtract your overall costs, then divide by your overall costs: ROI = (Revenue – Cost of goods sold) / Cost of goods sold.

Read more here: https://support.google.com/adwords/answer/14090?hl=en

Your client’s product costs US$50 to produce, and it sells for US$150. She’s sold 10 units and spent US$700 on her AdWords campaign. How would you calculate her return on investment (ROI) to help her understand the benefit of using AdWords?

[US$1500 (revenue) – 10(number of products sold)]/US$1200(cost + AdWords spend)

US$1500 (revenue)/US$1200(cost + AdWords spend)

[US$1500 (revenue) – US$1200(cost + AdWords spend)]/US$1200(cost + AdWords spend)

[US$1500 (revenue) – US$1500(cost)]/US$700(AdWords spend

Explanation:

ROI is the ratio of your net profit to your costs. To calculate ROI, take the revenue that resulted from your ads, subtract your overall costs, then divide by your overall costs: ROI = (Revenue – Cost of goods sold) / Cost of goods sold.

Read more here: https://support.google.com/adwords/answer/14090?hl=en

What information does a target cost-per-acquisition (CPA) bid strategy need in order to find the optimal cost-per-click (CPC) bid for an ad each time it’s eligible to appear?

Manual bid changes

Forecast data

Historical conversion data

Test conversions

Explanation:

Using historical information about your campaign, Conversion Optimizer automatically finds the optimal equivalent CPC bid for your ad each time it’s eligible to appear. You still pay per click, but you no longer need to adjust your bids manually to reach your conversion goals.

Read more here: https://support.google.com/partners/answer/2471188?hl=en

Google Search Advertising Exam Questions

1.) Heather has a mobile app she wants people to keep using once they’ve downloaded it. How can she make it more engaging?

• A) Customize the app for each format (phone, tablet, computer)
• B) Add some large, memory-intensive graphics
• C) Set up custom deep links
• D) Use the bid strategy “Maximize engagement”

2.) You own a bed and breakfast in southern France and want to target English-speaking tourists looking for accommodations after they’ve arrived in France. What language and location should you target?

• A) English; the 25-mile radius around the bed and breakfast
• B) French and English; the 5-mile radius around the bed and breakfast
• C) English; the United States
• D) English; southern France

3.) You own a pet-supply store with various category pages on your website, and you’ve set up a tracking template so you can manage tracking and redirect information. Your final URL for the keyword “dog treats” could be something like:

• A) http://www.2ndpartytracker.com/keyword=751123&ad={creative}dogtreats
• B) http://www.dogtreatseasytrackingdestinationURL.com
• C) http://www.3rdpartytracker.com/rd?keyword=751123&ad={creative}&url=http%3A%2F%2Fwww.example.com%2Ftreats%3Fstyle%3Ddog
• D) www.trackingkeyworddestinationURL=12345678987654321%dogtreatsredirect

4.) Which is a best practice for writing an effective text ad?

• A) Talk about yourself and your business
• B) Make the text different from what’s on your landing page
• C) Use a passive verb in the headline
• D) Write several ads and see which one performs the best

5.) You might analyze exact match impression share data to get an idea of:

• A) the percentage of eligible impressions you received for searches that exactly matched content on your landing page
• B) the percentage of eligible impressions you received for searches that exactly matched your keywords
• C) the number of times your ads were shown on the Search Network
• D) the number of eligible impressions your broad match keywords received

6.) A client wants to get more clicks on his ad and also raise his Quality Score. Which of these actions may get him more clicks but won’t raise his Quality Score?

• A) Reducing prices on his inventory
• B) Adding an extension
• C) Improving a lower-level page on his website
• D) Using the Product Listing Ad format

7.) Data shows that your client’s ad that appears to people in San Francisco gets 120 conversions at a cost of US$1200 and cost-per-acquisition (CPA) of US$10, while ads showing in Houston get 70 conversions at a cost of US$1400 and CPA of US$20. If you have a CPA goal of US$12, what bid adjustment would you set for each location?

• A) +40% for San Francisco, -40% for Houston
• B) +40% for San Francisco, -20% for Houston
• C) +20% for San Francisco, -20% for Houston
• D) +20% for San Francisco, -40% for Houston

8.) A furniture store owner is creating her first AdWords campaign. What’s the best way to group her products?

• A) Separate them in ad groups with themes like sofa beds, king-size beds, and queen-size beds
• B) Separate them in ad groups based on what she thinks will sell best on the Search vs. the Display Network
• C) Group them in a single ad group
• D) Create a new campaign for every bed she sells in her store

9.) You can use target cost-per-acquisition (CPA) bidding to help:

• A) get as many conversions as possible within your budget
• B) get as many conversions as possible within a flexible budget range
• C) get as many clicks as possible within your budget
• D) generate more clicks than manual bidding would generate

10.) Daley is managing multiple AdWords accounts for a grocery store chain and using conversion tracking. What might make her daily AdWords tasks simpler?

• A) Combining the accounts for streamlined reporting
• B) Using multiple conversions code snippets with single-account conversion tracking
• C) Setting up automated conversion rules for both accounts
• D) Using 1 conversion code snippet with cross-account conversion tracking

11.) An advertiser who uses ad scheduling has a custom bid adjustment for 9 p.m. to 12 a.m. on weeknights. The normal bid is US$0.40 and the bid multiplier is -25%. How much is the advertiser bidding for that time period?

• A) US$0.30
• B) US$0.03
• C) US$0.32
• D) US$0.31

12.) You manage the campaigns for a baby stroller manufacturer that sells its products online and through large retailers. To calculate the total profits from these campaigns, you should:

• A) estimate revenue based on online sales, factor out gross margins, and subtract AdWords costs
• B) estimate revenue based on the value of click, factor out gross margins, and subtract AdWords costs
• C) estimate revenue based on the value of an AdWords customer, factor out gross margins, and subtract AdWords costs
• D) estimate revenue based on in store sales, factor out gross margins, and subtract AdWords costs

13.) To create a customer experience that’s relevant and useful at every touchpoint, a search advertiser should focus on:

• A) launching a cross-device campaign
• B) running ads only on mobile devices
• C) addressing consumers’ needs
• D) carrying over the theme of her traditional ad campaign to her online campaign

14.) The keyword insertion code in an ad’s headline is “Buy {KeyWord:Books}.” The ad appears when someone searches on “flower books” and the query matches a broad match keyword, “gardening books.” How would the headline read?

• A) Buy keyword books
• B) Buy plant books
• C) Buy flower-arranging books
• D) Buy gardening books

15.) True or false: Adding an extension to a text ad improves an advertiser’s Quality Score.

• A) TRUE
• B) FALSE

16.) Small-business owner Marcos set up his AdWords campaign by thinking of “obvious” keywords off of the top of his head. What’s one way he might improve them?

• A) Click the “Automatic keyword refresh” button
• B) See the suggestions on the Opportunities tab
• C) See the suggestions on the Keywords tab
• D) Stick with the current keywords for 2 months to collect enough viable data

17.) An advertiser selling computer monitors is writing new ad text for an existing ad group. Which meets AdWords editorial and professional requirements?

• A) 20-70% off LCD monitors
• B) BUY affordable LCDs
• C) **Free** shipping on LCDs
• D) Cheap, cheap, cheap monitors

18.) Which statement about ad extensions isn’t true?

• A) They show additional information about a business
• B) They tend to improve an ad’s visibility
• C) They often appear below the organic search results
• D) They can help improve clickthrough rate

19.) What information does a target cost-per-acquisition (CPA) bid strategy need in order to find the optimal cost-per-click (CPC) bid for an ad each time it’s eligible to appear?

• A) Manual bid changes
• B) Forecast data
• C) Historical conversion data
• D) Test conversions

20.) Roxanne’s online estate-jewelry sales are lagging despite running a great text ad. What else might she do to drive sales?

• A) Use the Product Listing Ad format
• B) Add a location extension to her ad
• C) Increase her maximum cost-per-click (max. CPC) bid
• D) Increase the number of keywords in each ad group

21.) The AdWords Application Programming Interface (API) allows developers to use applications that:

• A) can appear throughout the Google Search Network
• B) can be uploaded into the Ad gallery
• C) can accessible only though AdWords Editor
• D) interact directly with the AdWords server

22.) Search terms report data shows that people who click on ads promoting your prescription glasses were searching for terms like “wine glasses” and “drinking glasses.” Which might you add as negative keywords to prevent your ads from showing on such searches?

• A) “prescription” and “glasses”
• B) “drinking” and “glasses”
• C) “wine” and “drinking”
• D) “glasses” and “wine”

23.) Obi added a sitelink extension to her text ad and and wants it to show as often as possible. What’s the best way to achieve this?

• A) Raise her maximum cost-per-click (max. CPC)
• B) Lower her maximum cost-per-click (max. CPC)
• C) Add a second type of extension
• D) Lower her Ad Rank

24.) Obi added a sitelink extension to her text ad and wants it to show as often as possible. What’s the best way to achieve this?

• A) Raise her maximum cost-per-click (max. CPC)
• B) Lower her maximum cost-per-click (max. CPC)
• C) Add a second type of extension
• D) Lower her Ad Rank

25.) If an advertiser has the same keyword in 2 different ad groups, the one entered in a given auction will have the:

• A) highest maximum cost-per-click (max. CPC) bid
• B) highest cost-per-acquisition (CPA) bid
• C) lowest maximum CPC bid
• D) highest Ad Rank

26.) Dustin wants to write a great text ad that will get people’s attention when they’re searching on Google. What should he do to generate the most clicks?

• A) Put special characters in the ad headline
• B) Put the ad headline in all capital letters
• C) Include his keywords in the ad text
• D) Include his business address in the ad text

27.) Which lets you change keywords, campaigns, ads, ad groups, and product groups?

• A) Category editor
• B) Bulk edits
• C) Campaign editor
• D) Revision tool

28.) You can use the AdWords Application Programming Interface (API) to:

• A) integrate AdWords data with your inventory system
• B) integrate AdWords data with multiple manager accounts
• C) override AdWords functions you don’t need
• D) integrate data about competitors into your account

29.) Keyword Planner can do all of these things except:

• A) suggest keywords and ad groups that may not have occurred to you
• B) multiply keyword lists together
• C) provide Quality Score estimates and validate keywords
• D) provide historical statistics on search volume

30.) You want to see how raising your client’s target cost-per-acquisition (CPA) might affect his ad performance. Which tool could help?

• A) Target CPA Planner
• B) Target CPA Simulator
• C) Target Bid Simulator
• D) Keyword Simulator

31.) An advertiser who sells designer dresses is selecting a landing page to pair with ads for a collection of spring dresses. A good landing page would show:

• A) top-selling dresses for all seasons
• B) a catalog of spring and summer dresses
• C) a single best-selling dress
• D) spring dresses in several colors

32.) You’re tracking conversions in a budget-constrained campaign. If you raise cost-per-click (CPC) bids within the budget constraint, which result is most likely?

• A) Receive more conversions while paying more on average per conversion
• B) Receive fewer conversions while paying less on average per conversion
• C) Receive fewer conversions while paying more on average per conversion
• D) Receive more conversions while paying less on average per conversion

33.) An ad group contains the phrase-matched keyword “underwater camera.” Which search query may trigger an ad in this ad group to be shown?

• A) camera for use under water
• B) underwater camera case
• C) underwater lens camera
• D) underwater digital camera

34.) The owners of a coffeehouse would like to run an “afternoon espresso” promotion to increase sales on weekdays. Which AdWords feature would be most effective for preventing their search ads from appearing at night and on weekends?

• A) Managed placements
• B) Automatic bidding
• C) Custom ad scheduling
• D) Keyword Planner

35.) Executives at a small e-commerce company are debating AdWords performance metrics. If the budget is unlimited as long as return on investment (ROI) is positive, which recommendation best positions the company for maximum profit?

• A) Ad spend should always be 7% of revenue, which should be used as the target ROI
• B) Determine whether the campaigns are profitable, then test different target cost-per-acquisition (CPA) bid increases to see which maximizes total profit
• C) The company’s email campaigns are the most profitable, with a cost-per-acquisition of US$15, so it should use that as a benchmark when setting target cost-per-acquisition (CPA) bids
• D) Decrease the target cost-per-acquisition (CPA) for the campaigns from US$15 to US$10 to drive an increase in profit per customer

36.) You’re reviewing the campaigns of a new client who wants to better promote his child daycare facility to parents researching childcare on their mobile devices. Currently, his ads include generic text about childcare. To optimize his ads for mobile, you might create an ad with:

• A) the computer version of the facility’s website as the landing page, and a headline and description text that encourages people to sign up for the facility’s newsletter
• B) a headline and description text that includes a customer testimonial, and uses the previous visits automated ad extension to let people see when they last visited the client’s website
• C) the mobile version of the facility’s website as the landing page, and uses an interactive video showing current students and teachers reading together
• D) a headline and description text that encourages people to sign up for a tour, and uses location extensions so they know where the client’s business is located

37.) Which option can you use to capture potential business later in the day, even on a limited budget?

• A) Bid capping
• B) Bid allocation
• C) Ad automation
• D) Ad delivery

38.) With call extensions, a customer who searches for Thai food on her mobile phone can see an ad for a Thai restaurant, along with a phone number, and make the call with one click. How is that priced?

• A) The same as when someone clicks on an ad
• B) Flat fee, based on the caller’s phone model
• C) Negotiated in advance, with bulk discounts
• D) By the minute, based on the length of the call

39.) The strategic use of different marketing channels affects:

• A) payment methods
• B) the average amount of each sale
• C) target-customer demographics
• D) online purchase decisions

40.) Each of these are benefits you’d expect from Product Listing Ads except:

• A) better-qualified leads
• B) more traffic and leads
• C) ease of targeting without needing keywords
• D) free listings

41.) If you’re currently using text, display, and video ads but also want to more specifically control spending on ads that appear when someone searches on Google, which additional campaign type would you choose?

• A) Search Network with Display Select
• B) Search Network only
• C) Display Network only
• D) Display Network, advanced

42.) Which conversion metric can give you more insight into how your ads drive conversions on mobile phones, computers, and tablets?

• A) Click-through conversions
• B) Cross-OS conversions
• C) Cross-through conversions
• D) Cross-device conversions

43.) High quality ratings for an ad can:

• A) increase its average cost-per-click (avg. CPC) bid
• B) be achieved with an increase in bid
• C) improve its position
• D) increase how often people click on it

44.) Which is a best practice for writing an effective text ad?

• A) Use all capital letters in the headline
• B) Make sure the headline wraps to two lines
• C) Capitalize the first letter of each word in the headline
• D) End the headline with an exclamation point

45.) A florist is advertising 5 types of bouquets, including those with roses. Which landing page is more likely to convert to a sale when someone searches on “roses”?

• A) The “Contact us” page
• B) The page on which people can sign up for coupons
• C) The page showing rose bouquets
• D) The home page, showing 5 types of bouquets that include roses

46.) Drew is selling math textbooks and using cost-per-click (CPC) bidding for his campaign. What’s the final cost each time his ad is clicked?

• A) The projected maximum cost-per-click (max. CPC)
• B) The average amount charged each time someone clicks on his ad
• C) The average amount needed to make the ad appear somewhere on the page
• D) The minimum amount needed to maintain a higher rank than the rank held by the next-highest bidder in the auction

47.) If you choose a target cost-per-acquisition (CPA) of US$15, AdWords will automatically adjust your bids to try to get as many conversions at what amount, on average?

• A) US$18
• B) US$45
• C) US$30
• D) US$15

48.) You’re using target search page location bidding. You know it’s working because you see your ad:

• A) on the first page of Google search results or in the top positions
• B) repeatedly mixed in with the organic search results
• C) on the second page of Google search results or in the second positions
• D) at the bottom of the every page of search results

49.) Which ad rotation setting shows all ads in an ad group, even those with a lower clickthrough or conversion rate?

• A) Optimize for clicks
• B) Rotate evenly
• C) Optimize for conversions
• D) Rotate randomly

50.) Which of these statements is true?

• A) Location extensions appear when someone who’s physically near the business searches on relevant terms
• B) Location targeting determines which business address appears in an extension
• C) Location targeting enables location extensions
• D) Location extensions appear when an advertiser targets a geographic location

51.) Your client’s product costs US$50 to produce, and it sells for US$150. She’s sold 10 units and spent US$700 on her AdWords campaign. How would you calculate her return on investment (ROI) to help her understand the benefit of using AdWords?

• A) [US$1500 (revenue) – US$1200 (cost + AdWords spend)] / US$1200 (cost + AdWords spend)
• B) [US$150 (sales price) – US$1500 (cost)] / US$700 (AdWords spend)
• C) US$1500 (revenue) / US$1200 (cost + AdWords spend)
• D) [US$1500 (revenue) – 10 (number of products sold)] / US$1200 (cost + AdWords spend)

52.) How would you determine the clickthrough rate (CTR) for a client’s search ads?

• A) Evaluate the number of clicks the ad accrues per day
• B) Divide the number of clicks the ad gets by the number of impressions it gets
• C) Divide the number of impressions the ad gets by its average position
• D) Divide the number of impressions the ad gets by the number of clicks it gets

53.) You’re the account manager for a client who wants to increase reservations at her boutique hotel. You’ve been manually managing the bids for her campaigns, and you’re looking for ways to save time and optimize. How can you most effectively do this?

• A) Create 2 separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply maximize click bidding to each campaign
• B) Continue to manually set the bids to focus on driving clicks to the site in order to drive conversions
• C) Create 1 campaign and apply target search page location bidding to drive visibility and reservations
• D) Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA

54.) Someone searches on “laptop computers” and clicks an ad. Which landing page would be most relevant?

• A) A computer store homepage
• B) A page showing a tablet
• C) A page showing laptops
• D) A page showing both laptops and desktops

55.) An advertiser targeting only France determines that clicks have been received from people in Switzerland. Why might this happen?

• A) Swiss people are searching on Google for information about Switzerland
• B) People located in Switzerland are searching using France-related words, like “hotels in Paris”
• C) French people visiting Switzerland are searching on Google for information about Switzerland
• D) People located in France are using Swiss-related words like “hotels in Switzerland”

56.) Dynamic search ads would be most helpful for:

• A) campaigns that need to reduce exposure on competitive keywords
• B) a local restaurant with a dynamically changing menu that offers fresh, new entrees every day
• C) moving an ad’s position dynamically in whatever direction a person’s eyes are looking
• D) websites with hundreds or thousands of products, services, or listings that change frequently

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

• A) cost-per-thousand impressions (CPM) of the ad showing one position lower on the page
• B) maximum CPC bid of the ad showing in the #1 position on the page
• C) maximum CPC bid of the ad showing one position lower on the page
• D) location targeting of the ad showing on position lower on the page

58.) You have a budget of US$75 per day for your client’s Search campaign, and you’d like to set a maximum cost-per-click (max. CPC) bid of US$1. How can you validate that this is the right bid amount for getting the most clicks?

• A) Try various CPC amounts to determine the average
• B) Bid across multiple groups to determine the average
• C) Use bid simulators to see CPC estimates
• D) Raise your max. CPC to US$3 to cover possible competitive bids

59.) AdWords Editor lets users do all of these things except:

• A) simultaneously make edits to multiple accounts online
• B) keep working while offline
• C) view statistics for all campaigns
• D) export and import files

60.) You want to use AdWords to promote your dog-sitting service. What kind of campaign might you create to reach dog owners, whether they’re searching on Google or surfing a pet-supply website?

• A) Search Network with Display Select
• B) Display Network with Search Select
• D) Display Network, advanced
• D) Search Network, advanced

61.) Which is a best practice for optimizing a landing page for AdWords?

• A) Several links to related websites
• B) Easy-to-navigate content
• C) The same programming language across the whole site
• D) Prominent headlines in several font styles and sizes

62.) If you want to target ads to only people who speak Spanish, you can:

• A) write your ad and keywords in Spanish and target the Spanish language
• B) have Google translate your ad and keyword into Spanish
• C) in your ad text, make a reference to Spanish speakers
• D) write your ad and keywords in English and target the Spanish language

63.) Which best describes the relationship between maximum cost-per-click (max. CPC) bids and Ad Rank?

• A) A CPC bid is one factor that affects Ad Rank
• B) An increased CPC bid leads directly to a small increase in Ad Rank
• C) A CPC bid only affects Ad Rank on the Search Network
• D) An increased CPC bid leads directly to a large increase in Ad Rank

64.) Nick sells 5 flavors of gourmet popcorn. Why is he bundling ads for his best-selling flavor, “Sweet & spicy coconut,” with related keywords like “coconut snacks” in a single ad group?

• A) To show ads promoting “Sweet & spicy coconut” to people searching for that flavor
• B) To show ads promoting all the flavors to people searching for “gourmet popcorn”
• C) To make sure “Sweet & spicy coconut” continues to be the bestseller
• D) It’s most efficient to have a single ad group

65.) How would you explain the importance of ad impressions to a client who’s concerned that her Search Network campaign is generating impressions but no clicks?

• A) They can help her calculate how often someone clicked on her ad and then converted
• B) They can help her evaluate how engaging her ad is to potential customers
• C) They can give her an idea of how often someone clicked on her ad
• D) They can give her an idea of how often her ad is shown to potential customers

66.) You have a friend starting her first AdWords campaign. What would you suggest about how to choose keywords?

• A) Set a theme for each campaign and choose related keywords
• B) Keep each keyword to a single word, rather than a phrase
• C) Set a theme for each ad group and choose related keywords
• D) Include more than 50 keywords in 1 ad group

67.) True or false: If you’d prefer to reach as many people as possible, use exact match or phrase match keywords.

• A) True
• B) False

68.) The majority of consumers want ads customized to their:

• A) interests and hobbies
• B) country or nationality
• C) city, zip code, or immediate surroundings
• D) age group

69.) A new client wants to promote his 3 Indian restaurants, in different areas of London, to people searching for places to eat. How might you organize his account?

• A) Create 1 campaign with an ad group for all restaurant locations
• B) Create several campaigns with 2 ad groups each: dine in and takeout
• C) Create 1 campaign with an ad group for each restaurant location
• D) Create 1 campaign with an ad group for each menu item

70.) An advertiser enables target cost-per-acquisition (CPA) bidding and notices that conversions decrease. What might cause this?

• A) The target CPA bid was higher than the recommended amount
• B) The target CPA bid was lower than the recommended amount
• C) The conversion tracking code snippet was not added to the site
• D) The cost-per-click (CPC) bid was lower than the recommended amount

71.) A client is asking you why he should evaluate the number of clicks on his search ads relative to the number of impressions received. What should you tell him?

• A) He can better understand whether potential customers find his ads appealing
• B) He can better understand what happens after potential customers click his ads
• C) He can get an idea of how many people who’ve seen his ads actually became customers
• D) He can get an idea of how many people double clicked his ads

72.) You have a maximum cost-per-click (max. CPC) bid of US$2 for a keyword. To determine the prospective impact of raising this bid to US$3, you could use:

• A) Bid Simulator
• B) Portfolio Simulator
• C) CPC Simulator
• D) Keyword Simulator

73.) After searching for shoes, Sean clicks on an ad promoting a sale on sneakers, which has several pop-ups. What should the advertiser do to improve Sean’s experience?

• A) Ensure that the pop-ups relate to the search
• B) Remove all but one of the pop-ups
• C) Remove the pop-ups
• D) Ensure that the pop-ups get Sean’s attention

74.) Which report and metric should you analyze to see how often your client’s ads are showing above search results in comparison with other advertisers?

• A) Ad group data that you customize with the Report Editor
• B) Average position metric from the top movers report
• C) Top of page rate metric from the Auction insights report
• D) Ad average position metric from the paid & organic report

75.) How might you explain to an account manager why she should identify how much a conversion costs when setting up conversion tracking for a client’s Search Network campaign?

• A) Knowing the cost-per-conversion can help her better optimize the campaign’s keywords
• B) Cost-per-conversion data can indicate whether her profit will increase
• C) Knowing the cost-per-conversion can help her better optimize the campaign’s bids and budgets
• D) Cost-per-conversion data can be compared with competitors’ cost-per-conversion data

76.) Megan enabled target cost-per-acquisition (CPA) bidding in all 6 of her campaigns. How can she tell if it’s improving her campaign performance?

• A) Compare average CPA and conversion rate before and after using target CPA bidding
• B) Enable and disable target CPA bidding every other day to observe differences
• C) Install a new conversion tracking code
• D) Monitor overall changes in clicks received

77.) According to Google data, 70% of mobile searchers who’ve recently made a purchase have:

• A) clicked to call a business from the search results page
• B) visited a business’s website from the search results page
• C) called a similar business from their phone
• D) saved a business as a contact on their phone

78.) The format of a Product Listing Ad is different from that of a standard text ad in that it includes:

• A) a product image, background color, and price
• B) a product image, title, and price
• C) a product image, title, price, and extension
• D) a product image, title, price, and merchant name

79.) Which statement is true?

• A) Ads with call extensions only let people call the business
• B) Call extensions send people to a landing page with a phone number
• C) Call-only ads are available exclusively on the Display Network
• D) Call-only ads only let people call the business

80.) Hannah is having a sale. In her ads, she wants to include the amount of time left in the sale. What’s the best way to do this?

• A) Use the “Countdown” function
• B) Note the sale end date in the text
• C) Insert the AdWords clock icon in each ad
• D) use the “Sale duration” function

81.) You’re working on the bidding strategy for a Search Network campaign. If the cost-per-conversion for mobile is lower than for desktop, how might you optimize the bidding strategy to increase the number of conversions?

• A) Increase the mobile bid adjustment for the campaign
• B) Decrease the number of mobile-optimized text ads
• C) Decrease the mobile bid adjustment for the campaign
• D) Increase the number of mobile-optimized text ads

82.) You sell chocolate and want to tailor your text ads so they more directly match people’s search terms, like “dark chocolate.” You use keyword insertion code “We sell {KeyWord:Chocolate}”. Your headline could look like this:

• A) We Sell dark chocolate
• B) We sell dark chocolate
• C) We Sell Chocolate
• D) We Sell Dark Chocolate

83.) An advertiser wants to improve the position of ads on Google but isn’t willing to raise bids. What else could increase Ad Rank?

• A) Lower bids on keywords with a low clickthrough rate (CTR)
• B) Change keyword match types from exact match to phrase match
• C) Make changes to improve the components of Quality Score
• D) Review impression share data to identify missed opportunities

84.) An advertiser makes edits to an ad and notices that its position is then lower than that of the previous version. What’s the most likely cause?

• A) The advertiser’s landing page is down for maintenance
• B) The edited ad is less relevant to the keywords in the ad group
• C) The advertiser’s budget has been depleted
• D) The edited ad has a lower conversion rate

85.) The automated “Maximize clicks” bid strategy attempts to get advertisers the most:

• A) clicks for their daily budget
• B) conversions based on their conversion goals
• C) impressions in their preferred position range
• D) impressions for their daily budget

86.) Based on AdWords editorial and professional requirements, which headline is most likely to generate clicks?

• A) “Free shipping on CuStOm Ts”
• B) “Design Your Own T-shirt”
• C) “Custom Tees, Click Here”
• D) “We sell custom t-shirts!”

87.) Jose has a limited AdWords budget, and his ads aren’t showing as often as he wants. How might he improve results without spending more money on the campaigns limited by budget?

• A) Replace his 3 most expensive keywords with lower-priced keywords
• B) Slightly lower bids
• C) Choose accelerated instead of standard delivery
• D) Slightly raise bids

88.) Your average bid is US$10 and you’ve enabled enhanced cost-per-click bidding (ECPC). Assuming you haven’t set any bid adjustments, ECPC can raise your bid to which amount when AdWords sees an auction that’s more likely to lead to a sale?

• A) US$13
• B) US$11
• C) US$12
• D) US$14

89.) Which is a best practice for creating a mobile-preferred ad?

• A) Use the same format and content as you’d use for a laptop ad
• B) Integrate mobile Flash video ads
• C) Use a mobile-optimized landing page
• D) Put your most important information in the second line of ad text

90.) To optimize a client’s campaign to get the most out of her mobile advertising, you can:

• A) set shorter conversion windows to capture users who convert after researching on multiple devices
• B) set a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data
• C) edit the campaign’s ad text to include information about how customers can purchase her product on their computers
• D) use the maximize clicks flexible bidding strategy to increase the number of clicks her ads get from users viewing her ads on mobile devices

91.) Zoe has a website selling customizable electronic greeting cards. What could be interfering with her getting the most possible conversions?

• A) It’s obvious on the landing page that she’s selling greeting cards
• B) Some of her keywords are on the landing page
• C) The landing page shows popular cards, with easy navigation to specific categories like birthday, anniversary, congratulations, and get well
• D) When people click the ad, they’re taken to the get-well category

92.) True or false: Product Listing Ads use Merchant Center product data to decide how and where to show ads.

• A) True
• B) False

93.) Blake is selling baseball caps and using conversion tracking. What information might he learn from the conversion tracking data?

• A) Lots of his site visitors are signing up for his baseball trivia newsletter
• B) Lots of his site visitors are 49ers fans
• C) Most of his customers are watching a ballgame when they visit his site
• D) Most people clicking on his ad already own at least 1 baseball cap

94.) Return on investment (ROI) information can help you manage a client’s campaign by helping you determine how to:

• A) adjust your client’s budget
• B) optimize your client’s keywords
• C) optimize your client’s ad text
• D) All of the listed answers are correct

95.) Yoon, who sells designer jeans, has a mobile app to help women determine what leg style looks best on their body type. What could she do to bring in more prospective customers?

• A) Add a call-only extension to her ad
• B) Use the “Ads on mobile devices” campaign type
• C) Include a link to her mobile website in her ad
• D) Add a mobile-app extension to her ad

96.) Customers who want to increase app downloads should use which campaign type?

• A) Ads in mobile apps
• B) Mobile app installs
• C) Mobile app engagement
• D) Call only

97.) An advertiser implements target cost-per-acquisition (CPA) bidding and notices that the campaigns are receiving fewer conversions. What could help increase the number of conversions?

• A) Increase the target CPA bid
• B) Set the campaign budget to a 30-day cycle
• C) Specify the bid amount for each individual campaign
• D) Try a different automated bid strategy

98.) If your campaign’s daily budget is US$20, how much of your budget can be spent to show your ads on certain days, based on fluctuations in traffic?

• A) Up to US$24
• B) Up to US$21
• C) Up to US$30
• D) Up to US$20

99.) According to 2015 Google Trends data, which term would consumers on mobile phones be most likely to type in a search engine?

• A) Shoe stores near me
• B) Shoe store addresses
• C) Shoe store sales
• D) Great shoe stores

100.) Why would the data for a Search Network campaign show conversions but no view-through conversions?

• A) A view-through conversion is counted when someone sees an image or rich media ad on the Display Network but doesn’t click, and later converts on the site
• B) A view-through conversion is counted when someone clicks on an image or rich media ad on the Display Network and converts on the site
• C) A view-through conversion is counted when someone clicks on an ad in Google Search and converts on the site
• D) A view-through conversion is counted when someone sees an ad in Google Search and calls the business

101.) If you want to prioritize downloads of your mobile app instead of visits to your mobile site, you should:

• A) add a call extension
• B) add a sitelink extension
• C) run an app install ad
• D) include the word “install” in the ad text

102.) According to Google data, among consumers who conduct a local search on their smartphone, how many then visit a store within a day?

• A) About 50%
• B) About 10%
• C) Nearly everyone who’s ready to buy
• D) About 20%

103.) A successful AdWords text ad:

• A) has a wrapping headline and at least 2 paragraphs of text
• B) ties the call-to-action to the landing page
• C) mentions at least 4 key selling points
• D) talks about the advertiser’s reputation

104.) What can you learn from attribution reports?

• A) The series of steps customers take after completing a conversion, including information on ads, clicks, and other elements of a campaign
• B) The series of steps customers take before completing a conversion, including information on ads, clicks, and other elements of a campaign
• C) Budget usage for all Search campaigns, including limitations and opportunities for more traffic
• D) The number of conversions the same customer completes after clicking an ad

105.) You can add a “+” modifier in front of the words in a broad match keyword to:

• A) specify that someone’s search must include certain words or their close variations
• B) indicate that this keyword should be dynamically inserted in your ad text
• C) specify that certain words and their close variants be prioritized
• D) override a negative keyword with a positive one

106.) An advertiser attempts to enable target cost-per-acquisition (CPA) bidding but the option isn’t available. The most likely reason is that the advertiser:

• A) has fewer than 15 conversions in the last 30 days
• B) has fewer than 5 conversions in the last 15 days
• C) is using Google Analytics
• D) is using another automated bid strategy

107.) You have a food truck and want to reach people who are nearby on their mobile phones. Your maximum cost-per-click (max. CPC) bid is US$1. You set a mobile bid adjustment of +20% and a location bid adjustment of +50%. What’s the final bid amount?

• A) US$1.70
• B) US$1.80
• C) US$2
• D) US$2.80

108.) You’re reviewing the paid & organic search report for a client who runs a Maui snorkeling tour business, and you see that her business appears only in organic search for queries such as “boat snorkeling tour” and “beachside snorkeling tour.” You can use this information to:

• A) increase the budget for all of her campaigns that contain these queries as keywords
• B) create 2 separate ad groups focused on boat and beachside snorkeling and include these queries as keywords
• C) lower the budget for all of her campaigns that contain these queries as keywords
• D) increase the bids for the keywords that include the terms “boat,” “snorkeling,” and “beachside”

109.) Jonathan, who has a Bay Area sailing excursion business, notices that his text ads show below a competitor’s in search results when people enter keywords like “sailing excursions on San Francisco Bay.” Which automated bid strategy could help him attain the top position?

• A) Enhanced cost-per-click (ECPC)
• B) Target outranking share
• C) Target return on ad spend (ROAS)
• D) Maximize clicks

110.) According to Google data, after seeing an ad on their smartphone, more than half of people:

• A) do a mobile search
• B) go to a store and buy the product
• C) go to the company’s website and buy the product
• D) send a text

111.) You have an online electronics business and you’ve set up an ad group for digital cameras. What keywords could make this ad group as effective as possible?

• A) Brand names of your top competitors’ cameras
• B) Words from headlines on your website, like “electronics” and “sale on cameras”
• C) General phrases related to photography, like “camera lens” and “camera base”
• D) Words in your ad text, like model names of digital cameras

112.) How does target cost-per-acquisition (CPA) bidding determine the optimal cost-per-click (CPC) bid?

• A) It uses conversion history to set higher bids when a conversion is more likely
• B) It sets CPC bids as one-tenth of the current CPA bid setting
• C) It bids a static CPC value based on the current maximum CPC settings
• D) It adjusts CPC bids based on existing bid adjustments

113.) Fran decides to use custom ad scheduling to promote her farm-to-table restaurant. why did she choose this option?

• A) She prefers not to limit ad exposure, regardless of when the restaurant is open
• B) Her ads generate 95% of her business on Fridays, so she’d like to show them more on that day
• C) She’s using a “Standard” campaign
• D) She can’t afford to run ads at all times of the day and on days of the week

114.) Chanara, a senior account manager at a large digital agency, likes having an AdWords manager account. what can she do with a manager account that she can’t do with an individual account?

• A) Upgrade multiple manager accounts
• B) Upgrade each individual AdWords account
• C) Use a single sign-in for all accounts
• D) Access the AdWords Application Programming Interface (API)

115.) Your client sells gardening supplies online. You suggest she use sitelinks because they can:

• A) take people to subpages on her site about gloves, tools, and fertilizer
• B) be used with Shopping campaigns
• C) take people to blogs about gardening
• D) bring people to her site from blogs about gardening

116.) Maria would like to target people who’ve already browsed her online clothing boutique by offering them a 10% discount on their first purchase. What tool should she use to reach these people on the Search Network?

• A) Flexible bidding
• B) Dynamic search ads
• C) Remarketing lists for search ads
• D) Retargeting lists for text ads

117.) “Mobile app engagement” campaigns can be used to:

• A) encourage people to download a new app
• B) encourage people to rate an app in the app store
• C) re-engage people who’ve downloaded an app
• D) increase in-store call conversions

118.) Sarah manages 2 AdWords accounts for a client. Which tool would she use to search and replace a group of keywords across several ad groups?

• A) Keyword Planner
• B) AdWords Editor
• C) AdWords API
• D) Bid Simulator

119.) In order to differentiate ads from those of competitors, advertisers should:

• A) include prices and promotions
• B) mention competitor offers and prices
• C) use exclamation points and words in all capital letters
• D) use special characters, such as asterisks or hashtags

120.) You manager the campaigns for a client that runs a wine tour business in Florence. The ads have stopped showing on Google. If the budget is limited, what might help make sure the ads show?

• A) Raise the target cost-per-acquisition (CPA) bid
• B) Improve the quality of the campaigns’ keywords by making sure they’re relevant to the ads’ text and landing pages
• C) Use target outranking share bidding
• D) Use accelerated delivery to show the ads throughout the day to make sure that the entire budget isn’t spent in the morning

121.) To get an idea of whether you should continue to run a Search Network campaign on search partner sites, you can:

• A) segment the campaign’s data by network and evaluate its performance on search partner sites
• B) use Keyword Planner to evaluate how the campaign might perform better on search partner sites
• C) review the top movers report to see if the campaign is getting more clicks on search partner sites
• D) evaluate the campaign’s performance on search partner sites vs. display partner sites

122.) How can advertisers see specific search queries that have caused their ads to show, even if those queries are not keywords within their accounts?

• A) Add a customized column for “queries” on the Keywords tab.
• B) Use the Ad Preview and Diagnosis Tool on the Tools tab.
• C) Review ” Automatic placements” on the Display Network tab.
• D) Select the “Details” drop-down menu on the Keywords tab.

123.) On which tab can advertisers see credits for invalid clicks within their AdWords accounts?

• A) Opportunities
• B) Billing
• C) My account
• D) Campaigns

124.) In order to achieve the best performance possible from text ads, which is a best practice that should be followed?

• A) Use at least five keywords from the ad group directly in the ad text.
• B) Use account statistics and reports to monitor ad performance.
• C) Include words like “find” and “searchA” in the ad text.
• D) Include no more than one ad text per ad group.

125.) What information does the Conversion Optimizer need in order to find the optimal cost-per-click (CPC) bid for an ad each time the ad is eligible to appear?

• A) Manual bid changes
• B) Historical conversion data
• C) Test conversions
• D) Forecast data

126.) If an advertiser has the same keyword in two different ad groups, the one to win a given auction will be the keyword with the:

• A) highest maximum cost-per-click (CPC) bid.
• B) most historical data in the account.
• C) best Quality Score.
• D) highest Ad Rank.

127.) A high Quality Score can:

• A) be assigned to negative keywords.
• B) improve an ad’s position.
• C) be achieved with an increase in bid.
• D) prevent an ad from being served.

128.) Each of the following are benefits you’d expect from Product Listing Ads except…

• A) Ease of targeting without needing keywords
• B) More traffic and leads
• C) Automatically produced video commercials
• D) Better qualified leads

129.) The AdWords Application Programming Interface (API) allows developers to use applications that:

• A) are accessible only through AdWords editor.
• B) can appear throughout the Google Search Network.
• C) can be uploaded into the Ad gallery.
• D) interact directly with the AdWords server.

130.) What are Sitelinks?

• A) Links from other sites to your site.
• B) Links to other websites that appear beneath the text of your Search ads.
• C) Links to more pages of your site that appear beneath the text of your Search ads.
• D) Links from your site to other sites.

131.) An advertiser can apply mobile bid adjustments at which of the following levels?

• A) Campaign level
• B) Keyword level
• C) Account level
• D) Ad level

132.) AdWords Editor allows users to:

• A) invite new users to share accounts.
• B) find relevant ads on Google partner sites.
• C) make live edits to multiple accounts simultaneously.
• D) access multiple accounts offline.

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

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

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

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

135.) What is the definition of actual cost-per-click (CPC)?

• A) The average CPC the advertiser needs to pay in order to achieve top position.
• B) The least possible CPC the advertiser needs to pay to maintain an achieved position.
• C) The CPC according to a price list, which is then updated daily.
• D) The CPC an advertiser was charged minus credits for overshot daily budget.

136.) An advertiser made edits to an AdWords ad and noticed that the position of the ad decreased. What is the most likely cause for the decrease in position?

• A) The Quality Score for the account was reset after the ad was edited.
• B) The advertisers landing page is down for maintenance.
• C) The edited ad is less relevant to the keywords within the ad group.
• D) The edited ad has a lower conversion rate after the changes were made.

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

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

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

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

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

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

140.) Which allows advertisers to automate AdWords reporting and campaign management?

• A) Use of Structured Query Language (SQL) server reporting services
• B) Execution of multiple reporting tasks from multiple computers
• C) Execution of repetitive Data Mining Extensions (DMX) queries
• D) Use of an AdWords Application Programming Interface (API) web service

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

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

142.) In an AdWords account, which statistic is viewable for each ad group?

• A) Purchase funnel abandonment by step
• B) Average cost-per-click (CPC)
• C) Percent of impressions blocked by negative keywords
• D) Performance by Internet Protocol (IP) address

143.) Linking your Google+ Page to your AdWords account…

• A) Cannot be done if you have a Google Merchant account.
• B) Requires a 2-month approval process.
• C) Enables users to login to your website through your Search advertisements.
• D) Enables you to show more endorsements for your business from your customers and supporters.

144.) Which is the quickest way to add a long list of locations to target in an AdWords campaign?

• A) Select “Bulk locations” in the advanced search section of a campaign’s location settings.
• B) Add locations as keywords to the campaign.
• C) Search for each location in the search tab of locations settings.
• D) Enter a value in the “Show my ads within” box.

145.) Advertisers who check web server logs may find their ads received multiple clicks from a single Internet Protocol (IP) address. This could be a result of:

• A) duplicate keywords added to multiple ad groups in one campaign.
• B) incorrect IP address information filtered from Google Analytics.
• C) Internet Service Providers (ISPs) who assign the same IP address to multiple users.
• D) query parsing being used to show geo-targeted ads to users in a different city.

146.) A user clicks on an ad promoting a sale on sneakers. Upon clicking, the user is taken to a page that does not contain sneakers, but rather discount sunglasses. The user also encounters pop-ups while trying to navigate the site. What should the advertiser do to improve the user’s experience?

• A) Link to the webpage that is relevant to the ad and remove the pop-ups.
• B) Ensure that the pop-ups relate to the users search.
• C) Edit the ad text to promote the sunglasses in addition to the sneakers.
• D) Provide original content that cannot be found on another site.

147.) You’re an independent consultant selling an ebook you wrote about Search Engine Marketing for $50. You have campaigns across multiple online advertising platforms: search networks, display networks, & other advertising networks. Which approach to CPA targets
and budget is best suited to maximize your total profit?

• A) Predetermined budget to be divided across all platforms. Allocate the most budget to the platforms with the lowest CPA.
• B) Unlimited budget on all platforms where ROI is positive. Use a single CPA target for all channels which matches the channel with the lowest CPA.
• C) Predetermined budget, to be divided equally across all platforms. Minimize CPA on all platforms.
• D) Unlimited budget on all platforms where ROI is positive. Find a different CPA for each platform which maximizes profit based on costs, sales volume, & contribution to overall marketing campaign.

148.) You can add a ‘+’ modifier in front of broad match keywords to…

• A) specify that certain words must be included in someone’s search term to trigger your ads.
• B) indicate that this keyword should be dynamically inserted into your ad text.
• C) only trigger ads when the Google+ social extension is available.
• D) overrides negative keywords with an explicit positive keyword.

149.) Exact Match Impression Share metrics:

• A) are available for both Search and Display Network campaigns.
• B) summarize impression share statistics for all keywords currently set to exact match.
• C) calculate impression share as if all keywords were set to exact match.
• D) are only available at the account level.

150.) An advertiser who sells designer dresses is selecting a landing page to pair with new ads for spring dresses. A good landing page for the spring dress collection ads would display:

• A) a page of the top-selling dresses for all seasons.
• B) a catalog of all dresses available on the website.
• C) several colors of spring dresses.
• D) spring dresses, skirts, belts, and shoes.

151.) An advertiser enabled Conversion Optimizer and noticed a decrease in the number of conversions. What could have caused this decrease to occur?

• A) The cost-per-click (CPC) bid was lower than the recommended amount.
• B) The specific Conversion Optimizer code snippet was not added to the site.
• C) The maximum cost-per-acquisition (CPA) bid was lower than the recommended amount.
• D) The ads in the campaign are waiting to be approved.

152.) In a Reach and Frequency report, “Frequency” is defined as the:

• A) the average number of times a unique user sees an ad over a given time period.
• B) total number of ad impressions.
• C) average number of times a video ad is played by a user.
• D) average number of times an ad appears on a single webpage.

153.) Reviewing “Search Terms” data on the Keywords tab will help advertisers to identify:

• A) new keyword ideas for a campaign.
• B) keywords with low Quality Scores.
• C) potential new placements to target on the Google Display Network.
• D) ad groups or campaigns that should be paused.

154.) Dynamic search ads would be most helpful for…

• A) Websites with hundreds or thousands of products, services, or listings that frequently change.
• B) Moving an ads position dynamically in whatever direction a users eyes are looking.
• C) Campaigns that need to reduce exposure on competitive keywords.
• D) A local restaurant with a dynamically changing menu that offers fresh new entrees every few months.

155.) Jane’s e-commerce site sells a wide variety of bicycle equipment. She wants to estimate her profit-per-conversion for each ad group to get a sense of which ad groups are immediately profitable in the short term. Which formula best estimates Jane’s profit-per-conversion
before advertising expenses?

• A) (Avg Revenue per Order) * (Profit Margin)
• B) (Total Profit)/(Total Revenue)
• C) (Avg Profit per Order) * (Conversion Rate)
• D) (Avg CPC) * (Conversion Rate)

156.) Which is the next stage of detection in an AdWords account, if Google’s automatic filtering system does not successfully remove all potentially invalid clicks?

• A) Advertiser reports suspicious activity in the account
• B) Alert from the AdSense team about publisher suspension
• C) Third-party analysis of advertisers web server logs data
• D) Proactive offline analysis by the Google Ad Traffic Quality Team

157.) If the query “Seattle plumbers” is entered into Google, Google will use the location term that is part of the query to show ads:

• A) that have included “Seattle” as an exact match in keyword lists.
• B) targeted to areas surrounding the city of Seattle.
• C) targeted to Seattle, regardless of the user’s location as long as they are in the US.
• D) to that user based on IP (Internet Protocol) address.

158.) Where on an e-commerce website should an advertiser install the AdWords conversion tracking code?

• A) Shopping cart header
• B) Confirmation page after a purchase
• C) Website homepage
• D) Landing page of an ad

159.) The keyword insertion code in an ad’s headline reads: “Buy {KeyWord:Books}.” The related ad appeared when a user searched “flower books” and the query expanded to a broad-matched keyword in the account, “gardening books.” In this example, how would the ad’s headline be displayed?

• A) Buy keyword books
• B) Buy Gardening Books
• C) Buy Books
• D) Buy flower books

160.) If multiple individuals are making changes to the same AdWords account, when they open that account in AdWords Editor, they should:

• A) download recent changes.
• B) re-enter all changes made by each account manager
• C) disapprove any new proposals that appear.
• D) refresh the account in AdWords.

161.) AdWords Campaign Experiments allow you to…

• A) Test changes to your account for a portion of the auctions that your ads participate in.
• B) Automated different images and text on your site to understand what converts most effectively.
• C) Receive written feedback from users based on their experience on your site.
• D) Request a formal analysis from Googles Campaign Experiments team that isolates the effect of online advertisements of offline purchases.

162.) Business listings in Google My Business can be:

• A) entered into their own ad auction
• B) location extensions in AdWords
• C) conversions in Adwords
• D) physical locations or mobile applications

163.) An ad group contains the phrase-matched keyword “underwater camera.” Which search query may trigger an ad in this ad group to display?

• A) affordable underwater digital camera
• B) water-proof camera
• C) camera for use underwater
• D) underwater camera case

164.) An advertiser targeting only France determines that clicks have been received from users in Switzerland. Why might clicks outside of the target location occur?

• A) Users globally are searching Google from mobile phones.
• B) Users in Switzerland are searching on Google’s French domain.
• C) French users are visiting Switzerland and searching Google.
• D) French users were looking at Swiss news sites that show Google display ads.

165.) You are gaining a reputation as a true wizard of AdWords and just won a multi-million dollar client to consult on bidding strategy. Your new client asks you to set bids that maximize profit, focus on the top 3 positions, and minimize CPA. How can you most effectively meet their goals?

• A) Set bids that minimize CPA within the top 3 positions, but explain that profit cannot effectively be optimized simultaneously.
• B) Explain that all three objectives contradict each other and the tradeoffs at risk. Understand the client’s priorities and adopt a bidding strategy with minimal contradictions.
• C) Set bids that simultaneously optimize profit, position, and CPA all to the perfect point.
• D) Set bids that minimize CPA while maximizing profit, but explain that position cannot effectively be optimized simultaneously.

166.) In a Reach and Frequency report, “Reach” is defined as the:

• A) distance between a user exposed to an ad and the business location of the advertiser.
• B) demographic populations to which an ad is served.
• C) geographic locations in which an ad is served.
• D) an estimate of the number of users within a selected location target, based on unique cookies.

167.) At which level of an AdWords account can an advertiser make changes to network and location targeting settings?

• A) Account
• B) Ad group
• C) Campaign
• D) Keyword

168.) Information an advertiser would find in the Change History tool would be:

• A) changes made by the Ad Automator feature.
• B) adjustments made to the daily budget.
• C) credit card information associated with the account.
• D) timestamps for when ads were approved or disapproved.

169.) An advertiser implements Conversion Optimizer and notices campaigns are receiving fewer conversions than before the tool was implemented. Which action should the advertiser take to increase the number of conversions received?

• A) Set campaign budget to a 30-day cycle.
• B) Increase the maximum cost-per-acquisition (CPA) bid.
• C) Opt out of the Google Display Network.
• D) Narrow location targeting settings.

170.) The purpose of a developer or authentication token is to track:

• A) Application Programming Interface (API) usage.
• B) AdWords usage.
• C) Application Programming Interface (API) access by application.
• D) AdWords applications.

171.) Intergalactic Teleportation Inc uses AdWords to generate leads for their sales team. Leads are tracked by Conversion Tracking via a Contact Sales form. The sales team converts 10% of leads into deals. For each deal an additional 15% of business is gained from word-of-mouth. Which formula best describes value-per-conversion?

• A) (Average deal value) * (10%) / (115%)
• B) (Average deal value) * (0.15)
• C) (Average deal value) * (10%) * (115%)
• D) (Average deal value) * (10%) * (15%)

172.) You are CEO of a small e-commerce shop and your team is debating AdWords performance metrics to maximize profit. Budget is unlimited as long as ROI is positive. Whose recommendations most effectively position you for maximum profit?

• A) Lou: “We get a CPA of $15 on our e-mail campaign. Lets meet or beat that benchmark across all marketing platforms.”
• B) Joe: “An MBA class once suggested ad-spend should always be 9% of revenue. Lets use that as our target ROI.”
• C) Jane: “A $15 CPA is okay, but if we could get it down to $10, that would give us more profit-per-customer.”
• D) Pete: “Let’s start by verifying our campaign is profitable, then test different CPA targets to find which maximizes total profit.”

173.) An advertiser selling anti-bacterial toothbrushes wants to invest in their brand with a set marketing budget. They want another campaign that maximizes profit as long as ROI is positive. Which account structure achieves both goals?

• A) Run everything in a single campaign, allocating the set marketing budget to it.
• B) Automated everything in a single campaign with Branding and ROI optimizer.
• C) Allocate the set marketing budget across dedicated branding campaigns. Create a separate campaign that can extend its daily budget after profitability is achieved.
• D) Divide the marketing budget between Search and Display and run two separate campaigns.

174.) An advertiser runs a report at the Campaign level and includes invalid clicks statistics. The report indicates that 20% of clicks received during the selected time period were invalid. This means that the invalid clicks were:

• A) filtered out of the account before they accrued cost.
• B) charged to the account.
• C) removed as a result of a proactive investigation.
• D) credited to the account.

175.) Which AdWords feature is compatible with Conversion Optimizer?

• A) Separate Display Network bids
• B) Advanced Ad Scheduling
• C) Enhanced CPC
• D) Ad Extensions

176.) An advertiser who works for a large company wants to make frequent, specific changes to bids based on criteria for more than 100,000 keywords. Which would be the most efficient tool for that advertiser to use?

• A) My Client Center (MCC)
• B) AdWords Application Programming Interface (API)
• C) AdWords editor
• D) Automatic cost-per-click (CPC) bidding

177.) How does the Conversion Optimizer use an advertisers cost-per-acquisition (CPA) bid to determine the optimal equivalent cost-per-click (CPC) bid for each auction?

• A) The CPA bid is multiplied by the predicted conversion rate
• B) The CPA bid is the highest the system will allow the CPC bid to reach
• C) The actual CPC bid is based on current max CPC settings
• D) The CPC bid is one-tenth of the CPA bid by default

178.) Which determines a keyword’s clickthrough rate (CTR)?

• A) Number of impressions divided by the average position
• B) Number of clicks accrued per day
• C) Number of impressions divided by the number of clicks
• D) Number of clicks divided by the number of impressions

179.) You own a pizzeria in downtown Chicago. With call extensions, a customer who searches for pizza on her mobile phone can see your ad along with your phone number and make the call with one click. How is that priced?

• A) Click-to-call ads are priced by the minute based on the call’s duration.
• B) Prices are negotiated in advance with discounts for bulk purchases.
• C) The cost is the same as a standard click on the ad.
• D) Click-to-call ads are flat-fee based on the caller’s phone model.

180.) A user conducts a search on the term “laptop computers” and clicks on an ad. Which landing page would be the most relevant to that user?

• A) A category page containing both laptop and desktop computers
• B) An electronic store’s homepage
• C) A category page containing a variety of laptop computers
• D) A product page for a desktop computer

181.) An advertiser who sells laptop computers only wants to reach consumers who are ready to make an immediate purchase online. When building the keyword list for an ad group, the advertiser should include:

• A) negative match keywords such as -review or -comparison.
• B) phrase match keywords such as “laptop” or “computer.”
• C) negative match keywords such as -buy or -purchase.
• D) exact match keywords such as [rate], [review], or [compare].

182.) Often, the “last click” before a conversion gets all the credit. But there are often assist clicks and assist impressions that help guide your customers to conversion. Which built-in AdWords report can show you this performance data?

• A) Campaign Settings
• B) Search Funnels
• C) Billing Preferences
• D) AdWords Editor

183.) A new coffeehouse downtown would like to run an “afternoon espresso” promotion to increase sales during the afternoon hours on weekdays. Which AdWords feature is most effective for preventing their search ads from appearing at night or on weekends?

• A) Managed placements
• B) Automatic bidding
• C) Custom ad scheduling
• D) Keyword Planner

184.) Which feature distinguishes location extensions from regional and customized campaign targeting?

• A) Location extensions will appear when a user located near the advertised business searches on relevant terms.
• B) Customized campaign targeting determines which address appears below the ad.
• C) Location extensions will appear when an advertiser has targeted a specific region or location.
• D) Customized campaign targeting is required in order to enable location extensions.

185.) An advertiser notices that clicks have suddenly increased and is concerned that they might be due to invalid activity. What is the first thing the advertiser should do to investigate this situation?

• A) Look at click patterns over time and rule out legitimate reasons for increased activity.
• B) Submit an invalid clicks report to the Google AdWords team.
• C) Pause the affected campaign until an invalid clicks investigation is complete.
• D) Submit new ad text variations for review.

186.) One reason for using Conversion Optimizer is to:

• A) maximize ad exposure.
• B) dynamically manage ad position.
• C) generate more clicks than manual bidding would generate.
• D) avoid unprofitable clicks.

187.) How should advertisers use their websites to help them structure their accounts?

• A) Organize ad groups and campaigns to reflect the layout of the website.
• B) Organize keywords to cover each word represented on the website.
• C) Add the website’s URL as a keyword to each ad group.
• D) Add the headings from the website as keywords across campaigns.

188.) Which is the most appropriate action to take when a keyword is below the “first page bid estimate” listed in the Status column of the Keywords tab?

• A) Consider increasing the bid or editing the keyword to improve Quality Score.
• B) Delete the keyword from all instances in the account.
• C) Change the match-type to the keyword to Exact.
• D) Always increase the keyword bid to the “first page bid estimate.”

189.) Megan enabled Conversion Optimizer in all six of her campaigns. How can she tell if Conversion Optimizer is improving campaign performance?

• A) Monitor overall changes in clicks received.
• B) Enable and disable Conversion Optimizer every other day to observer differences.
• C) Compare average CPA and conversion rate before and after using the Conversion Optimizer.
• D) Install new Conversion Tracking code.

190.) What can be learned from a Search Funnel?

• A) Search impressions share for the last 30 days compared to CPC trends over time.
• B) Budget usage for all Search Campaigns, including budget limitations and opportunities for more traffic.
• C) The number of searches completed during a given period of time.
• D) The series of steps a customer takes before completing a conversion, including information on ads, clicks, and other elements of your campaign.

191.) To improve the performance of an ad group on the Search Network, advertisers should create ad groups containing:

• A) managed placements and keywords.
• B) destination URLs set at the ad group level.
• C) at least 50 keywords.
• D) keywords that are also included in the ad text.

192.) Which are key elements to keep in mind when optimizing a landing page for AdWords?

• A) Prominent headlines in several font styles and text sizes
• B) Clear landing page layout and several links to related websites
• C) Relevant and original content that clearly represents the business
• D) Correct programming language used to construct site

193.) The IP Exclusion tool allows advertisers to:

• A) discover IP addresses of competitors.
• B) obtain IP addresses for valuable website visitors.
• C) determine which IP addresses have seen ads.
• D) prevent specific IP addresses from seeing their ads.

194.) Which scenario would record to two conversions (1-per-click)?

• A) A users clicks on an ad, converts, and returns to the site using a bookmark within 30 days and converts again.
• B) A user clicks on an ad, does not convert, then returns to the site using a bookmark within 30 days and converts.
• C) A user clicks on an ad and does not convert. The user performs the search again the following day, clicks on the same ad and converts.
• D) A user clicks on an ad and converts. The user performs the search again the following day, clicks on the same ad and converts again.

195.) How could an advertiser determine the most profitable keywords within a campaign?

• A) Compare the costs accrued by each keyword with the conversion data for that keyword.
• B) Identify the keywords with the lowest “first page bid estimates.”
• C) Compare the total clicks to total conversions for each keyword in the account.
• D) Identify the keywords with the highest clickthrough rate.

196.) Bud would like to test new logic in his application that uses the AdWords Application Programming Interface (API) without modifying his live AdWords campaigns. Which tool would allow him to do this?

• A) AdWords API Sandbox
• B) Ad Preview Tool
• C) AdWords API Tokens
• D) Keyword Planner

197.) An advertiser in Canada wants to view ads as they would appear to users in Mexico. Which tool should this advertiser use to accomplish this goal?

• A) Ad Preview and Diagnosis Tool
• B) Keyword Planner
• C) Display Planner
• D) Change history

198.) Which approach to bidding is best suited to maximize profit?

• A) Maximize ROI as a percentage
• B) Minimize CPA
• C) Maximize conversions
• D) Balance CPA and # of conversions

199.) In order to differentiate ads from the ads of competitors, advertisers creating text ads should:

• A) mention competitor offers and prices.
• B) use special characters, such as asterisks or hashes.
• C) use exclamation points and capital letters.
• D) include prices, promotions, and a call-to-action.

200.) Automatic cost-per-click (CPC) bidding attempts to get advertisers the most:

• A) impressions for their daily budget.
• B) conversions based on their conversion goals.
• C) clicks for their daily budget.
• D) impressions in their preferred position range.

201.) An advertiser that uses ad scheduling has a custom bid adjustment for 9pm-12am on weeknights. The normal bid is USD$0.40 and the bid multiplier is 75%. How much is the advertiser bidding between 9pm-12am on weeknights?

• A) USD$0.70
• B) USD$0.33
• C) USD$0.03
• D) USD$0.30

202.) You are tracking conversions in a budget-constrained campaign. If you raise CPC bids within the budget constraint, which result is most likely?

• A) Receive more conversions while paying more on average per conversion.
• B) Receive fewer conversions while paying more on average per conversion.
• C) Receive more conversions while paying less on average per conversion.
• D) Receive fewer conversions while paying less on average per conversion.

203.) An advertiser who is selling computer monitors is writing new ad text for an existing ad group. Which line of ad text is written according to Google AdWords advertising policies?

• A) Cheap, cheap, cheap monitors
• B) 20-70% off LCD monitors
• C) BUY affordable LCDs
• D) **Free** shipping on LCDs

204.) An advertiser notices that the clickthrough rate (CTR) in one ad group has significantly decreased throughout the past few weeks. What could this advertiser do in an attempt to increase CTR and maintain relevant website traffic?

• A) Edit the ad text to include a more relevant destination URL
• B) Upgrade to a faster web server to reduce page load time
• C) Redesign the landing page to create a better experience for users
• D) Use keyword matching options to help remove irrelevant searches

205.) Which is a benefit of using AdWords editor?

• A) Users with My Client Center (MCC) Reports Access can make edits to an account.
• B) Multiple users can share archives and proposals for an account.
• C) Multiple users can make offline changes to Account Preferences.
• D) Conflicts between changes made by importing a file do not need to be resolved prior to posting.

206.) Assuming default cookie expiration timing, a conversion (1-per-click) is recorded when:

• A) a user clicks on an AdWords ad
• B) multiple conversions result from a single AdWords ad click
• C) a single conversion is made within 30 days following an AdWords ad click
• D) a user visits a website within 30 days of clicking on an AdWords ad

207.) An advertiser attempts to enable Conversion Optimizer but the feature is not available in the account. Which is the most likely reason?

• A) The advertiser’s daily budget is not set to the recommended amount.
• B) The advertiser’s campaign targets the Google Display Network only.
• C) The advertiser advertises a service rather than a product.
• D) The advertiser has fewer than 15 conversions in the last 30 days.

208.) Which is a recommended action for new mobile preferred ad creative?

• A) Target Search Network only
• B) Integrate mobile Flash video ads
• C) Use a mobile-optimized landing page
• D) Use exact match only

209.) Which can be specified at the campaign level?

• A) Ad text
• B) Billing preferences
• C) Destination URLs
• D) Network distribution

210.) What is a benefit of using the AdWords Application Programming Interface (API)?

• A) Programmers benefit from third-party coding support.
• B) Advertisers can log into the AdWords account to upload changes.
• C) Programming skills are not necessary.
• D) Advertisers can make dynamic changes to their AdWords accounts at scale.

211.) It is important to identify specific goals for an AdWords campaign, so that the advertiser can then:

• A) make strategic changes to the account to improve performance.
• B) upload goals to the “Advertising Goals” section in their account.
• C) bid separately for each ad variation based on its performance.
• D) manually increase clickthrough rate (CTR) to improve performance.

212.) In an AdWords account managed by multiple users, one user noticed a surprising jump in impressions. Where should this user look for details on what might have created the impression increase?

• A) Change History
• B) Billing Summary
• C) Campaign Settings
• D) Keyword Planner

213.) Jane uses AdWords to promote her online shoe store and her conversion rate has remained constant over the last year. While checking her web server logs for December, she notices she sometimes gets two clicks from the same IP address within a few minutes. The most likely cause of this is:

• A) inaccurate web server log information.
• B) automated software designed to click on her ads.
• C) users who are comparison shopping for shoes.
• D) users who click on an ad on the Google Display Network.

214.) Given four Search campaigns that run out of daily budget, three can likely benefit from bidding or budget changes. Which is most likely configured effectively as is?

• A) Branding campaign with set marketing budget, prioritizing current ad position over more clicks.
• B) Unprofitable campaign, planning to scale up exposure if profitability can be achieved.
• C) Branding campaign with set marketing budget, prioritizing more clicks over current ad position.
• D) Profitable campaign, missing additional profitable conversions when budget limits exposure.

215.) Which is a benefit of linking a Google My Business account to an AdWords campaign?

• A) Free organic search results for the advertiser’s business will be more likely to show on Google Maps.
• B) Adding or updating addresses in Google My Business automatically updates validated addresses used for ads.
• C) Geographical targeting automatically expands to include all regions.
• D) Additional icon options are available for ads when using Google My Business.

216.) An advertiser’s ad is not appearing in the Ad Preview and Diagnosis Tool when exact keywords are queried. Which action would help the advertiser to determine why the ad is not showing?

• A) Perform Google searches on the same keywords to build data points.
• B) Run a keyword diagnosis for the keyword in question.
• C) Use the Keyword Planner to include more variations of a given keyword.
• D) View the Search terms report to determine the root cause.

217.) What kind of click volume increase is likely to be immediately filtered from an AdWords campaign?

• A) “peak season” of a product or service.
• B) improvement in an ad’s position.
• C) a related press release.
• D) automated clicks.

218.) Which best describes the relationship between maximum cost-per-click (CPC) bids and Ad Rank?

• A) An increased CPC bid leads directly to a small increase in Ad Rank.
• B) CPC bid only affects Ad Rank on the Search Network.
• C) An increased CPC bid leads directly to a large increase in Ad Rank.
• D) CPC bid is one factor that affects Ad Rank.

219.) A florist is advertising five types of flowers, including red roses. When a user types the phrase “red roses” into Google, the advertiser’s ad is displayed and clicked on. Which landing page is more likely to convert to a sale?

• A) The page on the site that displays only roses
• B) The homepage that displays all five types of flowers
• C) The “Contact Us” page of the site
• D) The page on the site where users can register as “frequent shoppers”

220.) Which is a benefit linking a Google My Business account to an AdWords campaign?

• A) Geographical targeting automatically expands to include all regions
• B) Additional icon options are available for ads when using Google My Business
• C) Free organic search results for the advertiser’s business will be more likely to show on Google Maps
• D) Adding or updating addresses in Google My Business automatically updates validated addresses used for ads.

221.) Local Google+ pages created on Google My Business can be:

• A) physical locations or mobile applications.
• B) entered into their own ad auction.
• C) location extensions in AdWords.
• D) conversions in AdWords.

222.) How does Conversion Optimizer determine the optimal cost-per-click (CPC) bid?

• A) It uses your conversion history to bid higher when a conversion is more likely.
• B) It sets CPC bids as one-tenth the current CPA bid setting.
• C) It only allows CPC bids lower than the current CPA bid setting.
• D) It bids a static CPC value based on current max. CPC settings.

223.) An advertiser gets more conversions from ads that appear to people in Paris. What should this advertiser do to try and increase the number of conversions?

• A) Change the zip code in the AdWords account.
• B) Set a location bid adjustment.
• C) Show ads only on the Search Network.
• D) Set a language bid adjustment.

224.) Which is a recommended best practice when creating a new mobile-preferred ad creative?

• A) Target Search Network only
• B) Use exact match keywords only
• C) Use a mobile-optimized landing page
• D) Integrate mobile Flash video ads