Google Digital Sales Certification Assessment Exam Answers 2018
Before asking your client questions about her business, it is best to tell her the reasons for the questions and the benefit because:
it will help you appear more confident to the client and she will be more likely to give you truthful responses.
it gives the client the opportunity to decide if she needs to gather more information before answering your questions.
it shows the client you value her insight and partnership so you can provide a tailored solution.
you do not want the client to feel as though you are wasting her time.
When introducing yourself to a new client, it is important to share:
your name and the product you think will benefit the client the most.
your name and a brief 15 minute overview of AdWords.
your name, your role, and relevant experience in helping companies similar to the client.
Asking the client, “Is there anything else you want to be sure we discuss during our meeting?” is:
a good idea, because you get the client’s input which makes the client feel like he is being listened to.
a bad idea, because it gives the client unnecessary control of the meeting.
a good idea, but only if you know the client will not bring up any concerns.
a bad idea, because the client may feel you do not know what you are doing.
Your client wants to improve his ad positioning. You recommend that one way he can do this is by increasing his bid amount. Why is it a good idea to also explain to your client how this will benefit him?
It is not a good idea to recommend this at all, because it might offend the client
It is a good idea to help the client understand how increasing his bid amount and ad quality will help reach his goal of reaching more customers
It is not a good idea, because the client probably already knows how it will benefit him and you do not want to sound overbearing
It is only a good idea if the client shows a high level of interest and tells you he wants to spend more money
What is the main purpose of summarizing the conversation with the client at the end of a meeting?
It gives the client an opportunity to change his mind on buying from you, so it should only be done if absolutely necessary
It makes the client feel he is important and guarantees he will buy what you are selling
It makes the client feel he is being listened to and the solution provided is customized for him
It buys you a extra time to decide how to close the sale
Your client mentions he has some concerns about implementing a Google Search campaign. Which is a good example of clarifying the client’s concerns?
“Can you please tell me more about what you have heard that concerns you?”
“I can see how that would be your concern, but you do not have to worry about that.”
“It sounds like you are getting incorrect information. What is the role of the person who told you that?”
“This sounds more like a concern your supervisor mentioned. Is that correct?”
When covering the agenda at the beginning of a meeting, stating the purpose should be:
avoided, unless the client asks you why he is meeting with you.
client-oriented to let the client know what he will gain from meeting with you.
as fast as possible, so the client does not realize he is going to be sold.
quickly covered, so the client knows you are still in control.
Before you meet with your new client, your online research showed that she played golf for a local college you also attended. Bringing this up in when you meet would:
demonstrate your interest in the client as a person and help build rapport.
increase the length of your meeting beyond what is really necessary.
demonstrate your online research abilities so the client sees you as an expert in anything related to growing business online.
be unnecessary, because it will not help you make the sale.
To give you the opportunity to tell the client if she is unreasonable in her requests, so you can help her achieve her goals
It is important so you can persuade the client into spending more money
It will help you better understand how your client wants to be served so you can provide a great experience
It is only important if you think the client may have false assumptions on how the campaign will work
Which is a good example of a question to better understand the client’s primary motivating factor for using AdWords?
“How will this impact your business long-term?”
“What is your budget?”
“Who else needs to be involved in this decision?”
“When do you want to get started?”
not be helpful and will cause you to overthink the meeting.
be helpful, because it will allow you to focus on how to maximize success.
be helpful, only if it will not increase the length of your meeting beyond what is necessary.
be a waste of time, and you are already very busy.
Asking a client questions about his desired business objectives is:
only important when you are not getting very clear responses about the client’s marketing objectives.
a good idea, because it makes you sound like you understand the client.
a bad idea, because the scope is too broad for a marketing meeting.
a good idea, because it can lead you to other information that may be valuable in providing additional solutions.
You are about to conclude your meeting with a new client who would like to start an online marketing campaign. Before concluding the meeting, what best practice should you use?
There is nothing that needs to be done before ending the meeting with the client
Review spreadsheets and tools with your client, so she knows you are knowledgeable about growth metrics
Review the key objectives the client wants to accomplish with her campaign and the strategy discussed
Review the reasons why the client should buy Google AdWords, and be sure to emphasize cost so they understand the investment in future success
A positioning statement is a quick 90 second explanation of what type of clients you work with, what challenges they face, and how they can benefit from working with you. When is it appropriate to use a positioning statement?
When the client has a very large budget and needs especially good treatment to ensure he buys Google AdWords
When you want the client to see you as a credible resource with solutions that can help him reach his business objectives
When the client is not very clear in his responses to your questions and needs more help understanding your role
When the client does not seem interested in Google AdWords
Which is a benefit of doing pre-call planning before pitching online advertising solutions to a client?
To guarantee that the client will make a decision by the end of the meeting
To prepare for potential objections the client may have
Preparation is only important if you have multiple people meeting with the client and want to avoid confusion on each person’s role in the meeting
Preparation is not critical if you have enough experience
A good guideline for asking your client questions to understand her marketing needs and how you might be able to help her is:
ask questions only if you did not gather enough information from your pre-call planning.
ask “yes” or “no” questions to show credibility and avoid confusing the client.
uncover the client’s pain points so you can use them against her later.
ask questions about the client’s current situation, desired situation and expectations.
During a sales meeting, you use the Google Trends tool to show insights and link back to what the client said about hiring someone to create online campaigns for her toy store website. What is the purpose of doing this?
To let the client know you are the expert
There is no purpose to linking back to what the client said
It gives you an advantage in negotiating with the client
It shows the client that the solution is customized to her situation
makes the client feel he is important, even if he is not a key decision-maker.
is too structured and will probably scare the client.
is only necessary if you do not have experience in selling Google products.
can help lower the client’s resistance, because he will know what to expect.
You recently read a great article about the importance of a quality mattress in preventing back problems and it reminds you of your client who owns several mattress stores. After reading the article, you:
call your client and tell him about the article, what you thought would be beneficial to him, and engage in additional conversation to see how you might be able to further help him grow his business.
send the article to your client’s competitor with some insider notes on what you did for the client. This might be a good opportunity to get his business.
do nothing. It was a good article, but your client has been in the industry for 15 years so it would not be anything new for him.
send your client an email and explain that you, “just wanted to say ‘hi’.”
“I can see how that would be frustrating” and “That is a valid concern. Many of my clients have expressed that same concern before starting their campaign” are both examples of speaking with a concerned client. These types of responses are:
beneficial because clients buy from sales representatives they like.
helpful because they let the client know her concern is valid and can help lower her resistance.
only beneficial when speaking with a client that is more emotional versus logical.
not beneficial, because clients do not need reassurance.
A question that includes factual information based on market research, such as, “Four in five consumers want search ads to be customized to their city or immediate surroundings. How are you approaching your local online opportunity?” is a good example of:
how to misinterpret data to persuade the client to buy Google AdWords.
a question that the client may not be able to answer, because it is confusing.
a question that will upset the client because the client may feel as though you are questioning their current marketing strategy.
demonstrating credibility, while also seeking to understand how the client is currently approaching marketing.
You are nearing the end of a successful meeting with a client, when she tells you, “this all sounds really great, but I do not have the budget for Google Search right now.” What should you do next?
Explain the return on investment the client can expect and explain why she should make room in her budget
Empathize and ask the client to tell you more about her concern
Ask the client if her long-term success is worth making room in her budget
Find out if the client has someone she reports to who may be able to approve the investment in display
You have a meeting with a new client. Why would it be a good idea to share anonymized data (such as conversion rate and cost-per-conversion) from some successful clients in the same industry as this client?
To be so convincing that the client has no choice but to buy, because you know he enjoys looking at data
To sound smarter and show the client that you are more knowledgeable than he originally thought you were
To make the meeting last longer, so the client feels even more invested in the solution
To stimulate dialogue with the client so he becomes more excited about your ideas and the potential growth his business could see
Which is a benefit of advertising online?
Reach people who are likely interested in what you’re advertising
Automatically collect information about potential customers
Increase your position in organic search results
Make money by showing ads on your website
You can use Keyword Planner to identify:
- the number of negative keywords you should add
- the amount of traffic potential keywords might get
- which text ads are performing best based on your keywords
- webpages where your ad can appear based on your keywords
Which ad extension would you use for an advertiser who has a chain of restaurants?
- Seller ratings
- Location extensions
- Sitelink extensions
- Previous visits extensions
All other things being equal, if you’ve set a maximum cost-per-click (max. CPC) bid of $1.00 for your ads, and if the next most competitive bid is $0.50 for the same ad position, what is the actual amount you’d pay for that click?
Which statistic indicates how often a click has led to a conversion?
- Clickthrough rate (CTR)
- Conversion rate
- Converted clicks
Your ad can show on the Google Search Network when someone searches for terms that are similar to your:
Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?
AdWords budgets can only be set once annually and require a fixed commitment
Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive
Online campaigns generate clicks, whereas other channels generate exposure
Budgets cannot be applied to online campaigns due to constant changes in traffic
Which is a benefit of advertising online with Google AdWords?
Advertisers can choose how much they spend and only pay when someone clicks their ad
Advertisers can choose how many times their ad should show during the day
Advertisers pay the same amount every time someone clicks their ad
Advertisers can pay to always show their ad above the organic search results
Your client is interested in switching from TV, print, and radio advertising. What are the return on investment (ROI) benefits of online advertising campaigns?
Online advertising is always less expensive than traditional media
Traditional media typically requires a predetermined quarterly budget, but online advertising usually lets you set your budget once a month at a fixed amount
Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data
Traditional media generates exposure, but online advertising campaign can guarantee sales
Negative keywords can help advertisers refine the targeting of their ads by:
- reducing their campaign’s daily budget recommendations
- raising the average position of their ads
- increasing the number of relevant Display Network placements
- reducing the number of irrelevant clicks
If you’d like your ads to show on certain sites across the Internet, you can add these websites as:
Nadia manages a local gym and is running an ad to drive more free trial memberships. What could she include in her ad text?
- A prominent headline like “TRIAL MEMBERSHIPS AVAILABLE”
- A call-to-action like “Visit our gym now”
- Add a promotion like “20% off fitness classes”
- Add a call-to-action like “Sign up for a free trial”
You want to generate leads with your AdWords campaign by encouraging people to fill out an interest form on your website. What do you need to know to measure return on investment (ROI) for this campaign?
- How much you’ve spent on the campaign compared to the value of leads generated
- You can’t calculate return on investment for campaigns that are focused on online leads
- The percentage of budget spent compared to how many forms were completed
- The number of clicks your ad received divided by the number of times it showed
Which client would you advise to use radius targeting?
- Luis, whose e-commerce business delivers nationwide
- Denise, whose service can reach customers within 30 miles
- Christopher, who wants to promote his new product in select cities
- Mabel, who wants to exclude her ads from certain cities
Google Analytics can help you learn more about the behavior of your client’s customers because it shows you how:
- they perceive her products
- likely they are to become a regular customer
- they interact with her website
- likely they are to click her ads
- Jim, who wants to reach people on social networks interested in poetry
- Suzy, who wants to reach people browsing travel websites about China
- Bill, who wants to reach people looking for plumbing services
- Carol, who wants to reach people watching YouTube videos
You would choose to advertise on the Google Display Network if you wanted to:
- show ads to people on non-Google search sites
- show ads on Google Maps
- show ads on websites related to your business
- show ads on Google Shopping
Which of the following items is not a component of Quality Score?
- Landing page experience
- Maximum cost-per-click (max. CPC) bid
- Ad relevance
- Expected clickthrough rate (CTR)
A client that owns a fine-dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones. How should you optimize this client’s campaign to help achieve their goal?
- Include a phone number in the client’s ad’s headlines and monitor performance with the mobile clicks-to-call segment
- Include a phone number in the client’s ad’s headline and monitor performance with the top vs. other segment
- Add call extensions to the client’s ads and monitor performance with the top vs. other segment
- Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment
Your client wants to show ads to people who’ve visited her website before. Which AdWords feature would you recommend she use?
- Dynamic Search Ads
- Ecommerce tracking
- Conversion tracking
You can use audience targeting to show your ads to:
- specific websites, based on specific interests
- groups of websites, based on specific interests
- specific groups of people, based on their interests
- specific groups of people, based on their location
You can use Display Planner to:
- see how other advertisers perform on websites where you want your ad to appear
- compare how your current Display Network campaign could perform on websites you’d like to target
- see ways to reach your target audience based on your keywords, website, or interest categories
- see which image and text ads are performing best on the specific websites you’re targeting
If you want to direct people to specific pages on your website from your ad, you can create an ad that uses:
- sitelink extensions
- previous visit extensions
- callout extensions
- location extensions
A standard AdWords text ad is made up of:
- headline text, an image, and description text
- a display URL and description text
- headline text, a display URL, and description text
- headline text and description text
An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of top ad position?
- Improve Quality Score and increase cost-per-click (CPC) bid
- Decrease cost-per-click (CPC) and increase daily budget
- Decrease cost-per-click (CPC) and decrease daily budget
- Improve Quality Score and decrease cost-per-click (CPC) bid
Conversion Tracking helps you improve the return on investment (ROI) from your online advertising because it:
- measures trends relating to the search terms people have used before seeing your ad
- focuses on getting customers to complete an online purchase
- shows you which ads lead to customer actions that have value for your business
- automatically gives you personal details about the people who convert
You would advise a client that’s launching a new product line to advertise on the Google Display Network because she can:
- use text ads that encourage people to visit her website
- reach people who are searching for her products
- reach people who are interested in similar products
- use text ads that encourage people to call her business
Anne-Marie’s business goal is to generate online sales of her handmade purses. Her AdWords costs are $100 per week and she wants to know if her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (ROI)?
- Number of clicks on her ads and costs to produce her purses
- How many times her ads have been viewed and clicked on
- Number of clicks on her ads and revenue they generated
- Costs to produce her purses and revenue generated from her ads
- Send users to a video-based landing page
- Send users to a mobile-friendly landing page
- Avoid using ad extensions
- include your phone number as your display URL
Your client wants to increase the number of people visiting his website. When analyzing the data for his Search campaign, which metric do you most want to improve?
- Clickthrough rate (CTR)
- Converted clicks
- Conversion rate
Your client wants to improve her ad position. What would you recommend?
- Improve the ad quality and increase bid amount
- Add more keywords and increase daily budget
- Improve Quality Score and decrease bid amount
- Make the ad headline longer and more descriptive
You would choose to advertise on the Google Search Network if you wanted to:
- reach customers browsing websites related to your business
- reach customers while they’re searching for your products or services
- choose the types of websites where you want your ads to show
- choose from a range of ad formats, like video and image ads
Which of these metrics is especially important to clients who are running a branding campaign?
- Clickthrough rate (CTR)
- Average cost-per-click (avg. CPC)
- Phone call conversions