Google AdWords Search Certification Advertising Assessment Exam Answers – Academy for ads – 2018

Google AdWords Search Certification Advertising Assessment Exam Answers – Academy for ads – 2018 now is called Search Advertising Assessment and is available on Google Academy for Ads. Now it’s available on Google Academy for Ads. Google changed this exam 17th January, 2018.

Search certification exam assessment contains more than 100 possible questions. It means, that every time you take the exam you get 100 random questions from all possible questions and in random order.

 

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

Bid capping

Ad automation

Bid allocation

Ad delivery

 

 

 

 

Get Certified in Advanced Search NOW!!!

 

 

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?

US$12

US$14

US$11

US$13

 

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

get as many clicks as possible within your budget

get as many conversions as possible within your budget

get as man conversions as possible within a flexible budget range

generate more clicks than manual bidding would generate

 

Which of these statements is true?

Location targeting enables location extensions

Location extensions appear when an advertiser targets a geographic location

Location targeting determines which business address appears in an extension

Location extensions appear when someone who’s physically near the business searches on relevant terms

 

 

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?

Knowing the cost-per-conversion can help her better optimize the campaign’s bids and budgets

Knowing the cost-per-conversion can help her better optimize the campaign’s keywords

Cost-per-conversion data can be compared with competitors’ cost-per-conversion data

Cost-per-conversion data can indicate whether her profit will increase

 

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?

Buy flower-arranging books

Buy plant books

Buy gardening books

Buy keyword books

 

 

 

 

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

highest Ad Rank

lowest maximum CPC bid

highest cost-per-acquisition (CPA) bid

highest maximum cost-per-click (max. CPC) bid

 

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

Using multiple conversion code snippets with a single-account conversion tracking

Using 1 conversion code snippet with cross-account conversion tracking

Setting up automated conversion rules for both accounts

Combining the accounts for streamlined reporting

 

 

 

Which statement about ad extensions isn’t true?

They often appear below the organic search results

They tend to improve an ad’s visibility

They show additional information about a business

They can help improve clickthrough rate

 

 

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?

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

Decrease the target cost-per-acquisition (CPA) for the campaigns from US$15 to US$10 to drive an increase in profit per customer

Determine whether the campaigns are profitable, then test different target cost-per-acquisition (CPA) bid increases to see which maximizes total profit

Ad spend should always be 7% of revenue, which should be used as the target ROI

 

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?

Flat fee, based on the caller’s phone model

By the minute, based on the length of the call

Negotiated in advance, with bulk discounts

The same as when someone clicks on an ad

 

 

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

affordable underwater digital camera

water-proof camera

camera for use underwater

underwater camera case

 

 

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

the percentage of eligible impressions you received for searches that exactly matched content on your landing page

the number of times your ads were shown on the Search Network

the percentage of eligible impressions you received for searches that exactly matched your keywords

the number of eligible impressions your broad match keywords received

 

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

Click through conversions

Cross-OS conversions

Cross-through conversions

Cross-device conversions

 

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?

US$2.80

US$2

US$1.70

US$1.80

 

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

cost-per-thousand impressions (CPM) of the ad showing one position lower on the page

maximum CPC bid of the ad showing in the #1 position on the page

location targeting of the ad showing one position lower on the page

maximum CPC bid of the ad showing one position lower on the page

 

 

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

Target Bid Simulator

Target CPA Simulator

Target CPA Planner

Keyword Simulator

 

 

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?

Brand names of your top competitors’ cameras

Words in your ad text, like model names of digital cameras

General phrases related to photography, like “camera lens” and “camera base”

Words from headlines on your website, like “electronics” and “take on cameras”

 

 

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?

Slightly lower bids

Replace his three most expensive keywords with lower priced keywords

Choose accelerated instead of standard delivery

Slightly raise bids

 

 

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

integrate AdWords data with your inventory system

integrate AdWords data with multiple manager accounts

integrate data about competitors into your account

override AdWords functions you don’t need

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

Rotate randomly

Optimize for conversions

Rotate evenly

Optimize for clicks

 

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?

Ad group data that you customize with the Report Editor

Average position metric from the top movers report

Ad average position metric from the paid & organic report

Top of page rate metric from the Auction insights report

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

Number of impressions divided by the average position

Number of clicks accrued per day

Number of impressions divided by the number of clicks

Divide the Number of clicks the ad gets by the number of impressions it gets

 

 

Which allows advertisers to automate AdWords reporting and campaign management?

Use of Structured Query Language (SQL) server reporting services

Execution of multiple reporting tasks from multiple computers

Execution of repetitive Data Mining Extensions (DMX) queries

Use of an AdWords Application Programming Interface (API) web service

 

 

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?

Search Network with Display Select

Search Network, advanced

Display Network, advanced

Display Network with Search Select

 

 

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

“Custom Tees, Click Here”

“We sell custom t-shirts”

“Design Your Own T-shirt”

“Free shipping on CuStOm Ts”

 

 

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?

Lower her Ad Rank

Add a second type of extension

Lower her maximum cost-per-click (max. CPC)

Raise her maximum cost-per-click (max. CPC)

 

 

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:

spring dresses in several colors

a single best-selling dress

a catalog of spring and summer dresses

top-selling dresses for all seassons

 

 

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:

the mobile version of the facility’s website as the landing page, and uses an interactive video showing current students and teachers reading together

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

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

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

 

 

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

Capitalize the first letter of each word in the headline

End the headline with an exclamation point

Make sure the headline wraps to two lines

Use all capital letters in the headline

 

 

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

edit the campaign’s ad text to include information about how customers can purchase her product on their computers

use the maximise clicks flexible bidding strategy to increase the number of clicks her ads get from users viewing her ads on mobile devices

set a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data

set shorter conversion windows to capture user who convert after researching on multiple devices

 

 

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

have Google translate your ad and keywords into Spanish

write your ad and keywords in English and target the Spanish language

in your ad text, make a reference to Spanish speakers

write your ad and keywords in Spanish and target the Spanish language

 

High quality ratings for an ad can:

increase how often people click on it:

increase its average cost-per-click (avg. CPC) bid

Improve its position

be achieved with an increase in bid

 

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

FALSE

TRUE

 

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?

Up to US$20

Up to US$24

Up to US$21

Up to US$30

 

 

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?

Display Network, advanced

Search Network only

Display Network only

Search Network with Display Select

 

 

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?

Remarketing lists for search ads

Retargeting lists for text ads

Dynamic search ads

Flexible bidding

 

 

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

optimize your client’s keywords

All of the listed answers are correct

optimize your client’s ad text

adjust your client’s budget

 

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

FALSE

TRUE

 

 

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?

Raise your max. CPC to US$3 to cover possible competitive bids

Use bid simulators to see CPC estimates

Try various CPC amounts to determine the average

Bid across multiple ad groups to determine the average

 

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

Set the targeting for the ad group to “Target all”

Set the targeting for the campaign to “Target all” and resubmit the ad

Set all targeting for the ad group to “Bid Only” and at least one targeting method to “Target and bid”

Set the targeting for the ad group to “Broad Reach”

 

Which report is helpful when using site and category exclusions?

Ad group report

Campaign report

Keyword report

Placement report

In–market audience targeting consists of people:

who are in your overall target demographic group

who are currently researching options and actively considering buying a product or service like yours

whom you’ve reached through remarketing

who are interacting with contextually relevant content

 

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

High maximum cost–per–clicks (CPCs)

Fast landing–page load time

Testing all image ad sizes

High number of impressions

 

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

drive sales on his website

reach a specific audience

control where his ads appear on the Display Network

actively manage his budget because he has strict cost–per–acquisition goals

 

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

Display Network – “Ads in mobile apps”

Display Network with the marketing objective of “Engage with your mobile app”

Display Network – “Mobile app installs”

Search Network with the marketing objective of “Mobile app installs”

 

When creating a display ad, Ad gallery lets you:

extend a Display campaign’s reach to Google search partners

choose from existing design templates

automatically adjust image content based on campaign performance

automatically create a display ad from existing ad text

 

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

have a goal conversion rate of 20%

have at least one active AdWords account

have a goal conversion rate of 30%

have your Google Analytics and AdWords accounts linked

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

impressions for all viewers

clicks for all viewers

impressions for a unique viewer

clicks for a unique viewer

 

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

set a topic bid adjustment to show your ads on multiple pages about a specific topic

add multiple targeting methods and use the “Target and bid” setting

set a mobile bid adjustment to reach more customers on mobile devices

add multiple targeting methods and use the “Bid only” setting

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

Ad Planner

Display Planner

Keyword Planner

Google Analytics

 

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

increase overall impressions for the ad

improve the Quality Score of the ad on all Google properties

set expectations for customers who are in various stages of the buying cycle

identify the traffic to your website that was generated by AdWords ads

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

display these ads on the Search Network

require that cost–per–thousand impressions (CPM) bidding be used

charge an additional fee to serve these ads

display these ads on the Display Network

 

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

Ad rotation

Ad scheduling

Bid Optimizer

Frequency capping

 

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

the advertiser’s goals

the tools available to optimize the campaign

the tools available to build a display ad

the advertiser’s daily budget

 

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

Internet Protocol (IP) addresses of people who’ve seen their ad

site on which people have seen their ad

frequency at which an ad is shown for a given person

countries of residence of people who’ve seen their ad

 

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

regardless of their particular interests

with a very specific interest, for example, avid marathon runners

who’ve already visited their website

with a particular broad interest, for example, sports fans

 

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

Click

Viewthrough

Conversion

Impression

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

reach men, women, and children of all ages who need any kind of athletic shoes

increase brand awareness

sell high–end running shoes to competitive marathon runners

reach shoppers who are ready to buy right away

 

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

Set bids on individual placements

Create a campaign for each website

Set bids at the ad group or campaign level

Choose websites that represent a variety of themes

 

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?

AdWords account manager

AdWords Application Programming Interface (API)

AdWords editor

Automatic cost-per-click (CPC) bidding

 

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?

US$18

US$30

US$45

US$15

 

 

 

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

Increase the number of keywords in each ad group

Increase her maximum cost-per-click (max. CPC) bid

Use the Shopping ad format

Add a location extension to her ad

 

 

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

are accessible only through AdWords editor

can appear throughout the Google Search Network

can be uploaded into the Ad gallery

interact directly with the AdWords server

 

 

”Mobile app engagement” campaigns can be used to:

encourage people to download a new app

encourage people to rate an app in the app store

increase in-store call conversions

re-engage people who’ve downloaded an app

 

 

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

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

A view-through conversion is counted when someone clicks on an ad in Google Search and converts on the site

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

A view-through conversion is counted when someone sees an ad in Google Search and calls the business

 

 

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?

Upgrade each individual AdWords account

Access the AdWords Application Programming Interface (API)

Upgrade multiple manager accounts

Use a single sign-in for all accounts

 

 

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?

Keyword Planner

AdWords editor

Bid Simulator

AdWords API

 

 

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?

Put the ad headline in all capital letters

Include his keywords in the ad text

Include his business address in the ad text

Put special characters in the ad headline

 

 

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:

increase the budget for all of her campaigns that contain these queries as keywords

create 2 separate ad groups focused on boat and beachside snorkeling and include these queries as keywords

lower the budget for all of her campaigns that contain these queries as keywords

increase the bids for the keywords that include the terms “boat,” “snorkeling,” and “beachside”

 

 

 

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

The landing page shows popular cards, with easy navigation to specific categories like birthday, anniversary, congratulations, and get well

When people click the ad, they’re taken to the get-well category

Some of her keywords are on the landing page

It’ obvious on the landing page that she’s selling greeting cards

 

 

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?

+20% for San Francisco, -40% for Houston

+20% for San Francisco, -20% for Houston

+40% for San Francisco, -20% for Houston

+40% for San Francisco, -40% for Houston

 

You manage 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?

Raise the target cost-per-acquisition (CPA) bid

Use target outranking share bidding

Improve the quality of the campaigns’ keywords by making sure they’re relevant to the ads’ text and landing pages

Use accelerated delivery to show the ads throughout the day to make sure that the entire buget isn’t spent in the morning

 

 

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

Use the same format and content as you’d use for a laptop ad

Put your most important information in the second line of ad text

Integrate mobile Flash video ads

Use a mobile-optimized landing page

 

 

Keyword Planner can do all of these things except:

suggest keywords and ad groups that may not have occured to you

provide historical statistics on search volume

multiply keyword lists together

provide Quality Score estimates and validate keywords

 

 

True or false: Shopping ads use Merchant Center product data to decide how and where to show ads.

True

False

 

 

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

bring people to her site from blogs about gardening

be used with Shopping campaigns

take people to subpages on her site about gloves, tools, and fertilizer

take people to blogs about gardening

 

 

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?

They can help her evaluate how engaging her ad is to potential customers

They can give her an idea of how often someone clicked on her ad

They can help her calculate how often someone clicked on her ad and then converted

They can give her an idea of how often her ad is shown to potential customers

 

 

 

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

impressions for their daily budget

conversions based on their conversion goals

impressions in their preferred position range

clicks for their daily budget

 

 

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

specify that someone’s search must include certain words or their close variations

indicate that this keyword should be dynamically inserted in your ad text

specify that certain words and their close variants be prioritized

override a negative keyword with a positive one

 

 

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?

Set the campaign budget to a 30-day cycle

Increase the target CPA bid

Specify the bid amount for each individual campaign

Try a different automated bid strategy

 

 

 

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

The advertiser’s landing page is down for maintenance

The edited ad is less relevant to the keywords in the ad group

The edited ad has a lower conversion rate

The advertisers’s budget has been depleted

 

 

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

It uses conversion history to set higher bids when a conversion is more likely

It sets CPC bids as one-tenth of the current CPA bid setting

It adjusts CPC bids based on existing bid adjustments

It bids a static CPC value based on the current maximum CPC settings

 

 

The majority of consumers want ads customized to their:

country or nationality

city, zip code, or immediate surroundings

age group

interests and hobbies

 

 

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

Separate them in ad groups based on what she thinks will sell best on the Search vs. the Display Network

Separate them in ad groups with themes like sofa beds, king-size beds, and queen-size beds

Create a new campaign for every bed she sells in her store

Group them in a single ad group

 

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

Lots of his site visitors are signing up for his baseball trivia newsletter

Most of his customers are watching a ballgame when they visit his site

Most people are clicking on his ad already own at least 1 baseball cap

Lots of his site visitors are 49ers fans

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

do a mobile search

go to the company’s website and buy the product

go to a store and buy the product

send a text

 

Dynamic search ads would be most helpful for:

a global, online clothing retailer that changes its inventory seasonally

campaigns that need to reduce exposure on competitive keywords

a local restaurant with a dynamically changing menu that offers fresh, new entrees every day

moving an ad’s position dynamically in whatever direction a person’s eyes are looking

 

 

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

Change keyword match types from exact match to phrase match

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

Review impression share data to identify missed opportunities

Make changes to improve the components of Quality Score

 

 

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

Add some large, memory-intesive graphics

Use the bid strategy “Maximize engagement”

Set up custom deep links

Customize the app for each format (phone, tablet, computer)

 

 

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

Campaign editor

Category editor

Bulk edits

Revision tool

 

 

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?

Create 1 campaign with an ad group for each restaurant location

Create several campaigns with 2 ad groups each: dine in and takeout

Create 1 campaign with an ad group for all restaurant locations

Create 1 campaign with an ad group for each menu item

 

 

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

Use a passive verb in the headline

Write several ads and see which one performs the best

Talk about yourself and your business

Make the test different from what’s on your landing page

 

 

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?

Receive more conversions while paying more on average per conversion

Receive fewer conversions while paying more on average per conversion

Receive more conversions while paying less on average per conversion

Receive fewer conversions while paying less on average per conversion

 

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?

US $0.32

US $0.30

US $0.03

US $0.31

 

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)

 

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?

The average amount charged each time someone clicks on his ad

The projected maximum cost-per-click (max. CPC)

The minimum amount needed to maintain a higher rank than the rank held by the next-highest bidder in the auction

The average amount needed to make the ad appear somewhere on the page

 

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?

Enhanced cost-per-click (ECPC)

Target outranking share

Target return on ad spend (ROAS)

Maximize clicks

 

Which statement is true?

Call-only ads only let people call the business

Call-only ads are available exclusively on the Display Network

Ads with call extensions only let people call the business

Call extensions send people to a landing page with a phone number

 

Each of these are benefits you’d expect from Shopping ads except:

free listings

More traffic and leads

Better qualified leads

ease of targeting without needing keywords

 

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?

To show ads promoting “Sweet & spicy coconut” to people searching for that flavor

To make sure “Sweet & spicy coconut” continues to be the bestseller

To show ads promoting all the flavors to people searching for “gourmet popcorn”

It’s most efficient to have a single ad group

 

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

run an app install ad

add a sitelink extension

include the word “Install” in the ad text

add a call extension

 

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?

Increase the mobile bid adjustment for the campaign

Decrease the mobile bid adjustment for the campaign

Increase the number of mobile-optimized text ads

Decrease the number of mobile-optimized text ads

 

A successful AdWords text ad:

ties the call-to-action to the landing page

mentions at least 4 key selling points

talks about the advertiser’s reputation

has a wrapping headline and at least 2 paragraphs of text

 

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:

CPC Simulator

Portfolio Simulator

Bid Simulator

Keyword Simulator

 

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?

Note the sale and date in the text

Insert the AdWords clock icon in each ad

Use the “Sale duration” function

Use the “Countdown” function

 

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

Great shoe stores

Shoe stores near me

Shoe store addresses

Shoe store sales

 

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

saved a business as a contact on their phone

called a similar business from their phone

visited a business’s website from the search results page

clicked to call a business from the search results page

 

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

Include prices and promotions

mention competitor offers and prices

use exclamation points and words in all capital letters

use special character, such as asterisks or hashtags

 

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:

is using another automated bid strategy

is using Google Analytics

has fewer than 5 conversions in the last 15 days

has fewer than 15 conversions in the last 30 days

 

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:

estimate revenue based on the value of an AdWords customer, factor out gross margins, and subtract AdWords costs

estimate revenue based on the value of a click, factor out gross margins, and subtract AdWords costs

estimate revenue based on in store sales, factor out gross margins, and subtract AdWords costs

estimate revenue based on online sales, factor out gross margins, and subtract AdWords costs

 

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

A CPC bid only affects Ad Rank on the Search Network

A CPC bid is one factor that affects Ad Rank

An increased CPC bid leads directly to a large increase in Ad Rank

An increased CPC bid leads directly to a small increase in Ad Rank

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?

Forecast data

Manual bid changes

Test conversions

Historical conversion data

The strategic use of different marketing channels affects:

the average amount of each sale

target-customer demographics

online purchase decisions

payment methods

AdWords Editor lets users do all of these things except:

simultaneously make edits to multiple accounts online

keep working while offline

view statistics for all campaigns

export and import files

 

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?

Remove all but one of the pop-ups

Ensure that the pop-ups get Sean’s attention

Ensure that the pop-ups relate to the search

Remove the pop-ups

 

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

She’s using a “Standard” campaign

She prefers not to limit ad exposure, regardless of when the restaurant is open

Her ads generate 95% of her business on Fridays, so she’d like to show them more on that day

She can’t afford to run ads at all times of the day and on all days of the week

 

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

About 20%

About 50%

Nearly everyone who’s ready to buy

About 10%

 

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?

He can get an idea of how many people double clicked his ads

He can better understand whether potential customers find his ads appealing

He can better understand what happens after potential customers click his ads

He can get an idea of how many people who’ve seen his ads actually became customers

 

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

BUY affordable LCDs

20-70% off LCD monitors

**Free** shipping on LCDs

Cheap, cheap, cheap monitors

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

A page showing a tablet

A page showing laptops

A computer store homepage

A page showing both laptops and desktops

 

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”?

The “Contact Us” page of the site

The page on which people sign up for coupons

The page showing rose bouquets

The home page, showing 5 types of bouquets that includes roses