Google Adwords Fundamentals Exam ; All Answers (answer Key)|Google Certification Exam – Google Partners Certification Exams | Google Adwords And Analytics Exam Latest Question And Answers • FroggyAds.com

Why should you link your client’s AdWords account to Google’s Webmaster Tools?

See how your ads performed when triggered by actual searches
See how often your ads rank higher in search results than those of other advertisers
See if people reach your client’s website via ads or organic search results
See which campaigns have the biggest changes in clicks, costs, and conversions

Correct answer is:

See if people reach your client’s website via ads or organic search results

Explanation: The new paid & organic report provides a holistic view of your text ad stats and organic listings at the query level, letting you analyze strengths and gaps in your overall search presence. This also gives you insight into how your paid text ads and organic search listings work together to connect your business with people searching on Google.
Read more here: https://support.google.com/adwords/answer/3097241?hl=en

Which strategy should Giorgio use to increase the number of relevant clicks from his Search Network campaign?

Broaden his keyword list for ads with the lowest clickthrough rate (CTR)
Add new relevant keywords and remove keywords with low clickthrough rate (CTR)
Increase bids for ads with the lowest average position and clickthrough rate (CTR)
Increase bids on relevant keywords with low clicks and clickthrough rate (CTR)

Correct answer is:

Add new relevant keywords and remove keywords with low clickthrough rate (CTR)

Explanation:Filter your keywords by clickthrough rate (CTR) to see which keywords get you a lot of impressions, but few clicks. For example, you can filter keywords with a clickthrough rate that’s less than 1%, and then make changes to those keywords so they’re more relevant to your ads.

What does “converted clicks” measure?

The total number of clicks within your chosen conversion window
The total number of conversions divided by the total number of clicks
The total number of clicks that led to a conversion
The percentage of clicks that led to a conversion

Correct answer is:

The total number of clicks that led to a conversion

Explanation: The “Converted clicks” column shows you the number of AdWords ad clicks resulting in one or more conversions within your chosen conversion window.

Your ad can show to a potential customer when your targeted language matches:

a user’s browser setting
a user’s Google interface language setting
the language of websites a user visits most often
a user’s operating system language

Correct answer is:

a user’s Google interface language setting

Explanation: Your ads can appear for customers who use Google products and third-party websites in the languages that your campaign targets. This helps ensure that your ads will appear on sites that are written in the language of the customers you’d like to reach.

Example:

Let’s say you sell coffee beans online, and you want to target Spanish-speaking customers. You set up an AdWords campaign targeted to the Spanish language, with Spanish ads and keywords. As long as your customers’ Google interface language settings are set to Spanish, your coffee ads can show when your Spanish language customers search for your keywords. Keep in mind that if your customers searched in Spanish but their Google interface language settings were set to English, your ads wouldn’t show. That’s why targeting all languages might be helpful.

Using the paid & organic report for her travel website, Karen noticed a relatively high organic clicks/query rate for the search query “Hawaii vacations.” What does this mean?

Karen’s ads often show below her organic results for the search query
People who see Karen’s site in relevant organic search results often click through to her site
Karen’s ads don?t often show for the search query
Karen’s average organic position is higher than other advertisers’, but her average ad position is lower than other advertisers’

Correct answer is:

People who see Karen’s site in relevant organic search results often click through to her site

How would you recommend that William set his budget if he wants to spend US $608 per month on his campaign? OR An advertiser has decided that they want to spend $608 per month for their campaign. How would you recommend they set their budget in their AdWords account?

Set a daily budget of $20 for the advertiser’s campaign
Set a bid of $20 per ad group
Set a daily budget of $20 for the advertiser’s account
Set a bid of $20 for the advertiser’s campaign

Correct answer is:

Set a daily budget of $20 for the advertiser’s campaign

Explanation: With AdWords, you choose a daily budget for each campaign based on your advertising goals and the general amount that you’re comfortable spending each day.

You sell autographed sports memorabilia and want to reach people interested in sports. What’s one benefit of promoting your products with a ads in mobile apps campaign on the Display Network?

It encourages people using mobile devices to install your app
It lets people who see your ad get directions to your store on Google Maps
It directs people to your online store to purchase your products
It allows you to show your ad on app categories that you choose

Answer:

It allows you to show your ad on app categories that you choose

Explanation: Advertisers can reach people who are using mobile phones and tablets by showing ads within apps. You can match ads to apps through the Display Network, or choose particular app categories to target.

When setting up a Search Network campaign for a client, you want her ad to get as many clicks as possible within her budget. Which bid strategy should you use to achieve this goal?

Maximize Clicks
Cost-per-thousand impressions (CPM)
Manual cost-per-click (CPC)
Cost-per-acquisition (CPA)

Answer:

Explanation: Maximize Clicks is an automated bid strategy that sets your bids to help get as many clicks as possible within your budget. This article explains how the automated Maximize Clicks bid strategy works and what its settings are.

Target CPA bidding can help drive conversions by using your conversion history and:
OR
Target cost-per-acquisition (CPA) bidding can help drive conversions by using your conversion history and:

cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely
cost-per-click (CPC) goals to show the optimal ad when a conversion is more likely
cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely
cost-per-click (CPC) goals to raise your bid when a conversion is more likely

Correct answer is:

cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely

Explanation: Target CPA is an AdWords Smart Bidding strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. It uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for each and every auction.

Your client is interested in switching from TV, print, and radio advertising. What are the return on investment (ROI) benefits of online advertising campaigns over traditional media advertising?

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

Correct answer is:

Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data
Negative keywords can help advertisers refine the targeting of their ads by:
OR
Negative keywords can help advertisers better target their ads by:

A) reducing their campaign’s daily budget recommendations
B) raising the average position of their ads
C) increasing the number of relevant Display Network placements
D) reducing the number of irrelevant clicks

Correct answer is:

D) reducing the number of irrelevant clicks

Which statistic indicates how often a click has led to a conversion?

Cost-per-conversion
Clickthrough rate (CTR)
Conversion rate
Converted clicks

Correct answer is:

Explanation: Conversion metrics are adjusted to reflect only the ad clicks that could have led to conversions

Conversion Optimiser can help drive conversions by using your conversion history and:

cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely
cost-per-click (CPC) goals to show the optimal ad when a conversion is more likely
cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely
cost-per-click (CPC) goals to raise your bid when a conversion is more likely

Correct answer is:

cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely

Explanation: Target CPA bidding uses your conversion tracking data to avoid unprofitable clicks and get more conversions at a lower cost. Based on your campaign’s history of conversions, Target CPA bidding automatically finds the optimal cost-per-click (CPC) bid for your ad each time it’s eligible to appear. It sets higher CPC bids for more valuable clicks and lower CPC bids for less valuable clicks.
Read more here: https://support.google.com/adwords/answer/2390684?hl=en

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

Correct answer is:

specific groups of people, based on their interests

Explanation: Audiences: Depending on your advertising goals, you can choose the audience that best matches your customers. To drive brand awareness, use affinity audiences to reach TV-like audiences on a broad scale. To reach as many potential customers as possible with an affinity for a specific product area, you might try adding custom affinity audiences. To reach specific audiences actively shopping for a product or service, use in-market audiences instead.
Read more here: https://support.google.com/adwords/answer/2404191?hl=en
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

Correct answer is:

show ads on websites related to your business

Explanation: “Display Network only” campaigns are best if you’d like to show ads on websites and apps when your keywords are related to the sites’ content. Your ads are matched to websites or mobile apps (called placements) that include content that’s related to your business or to your customers’ interests. You can set up targeting to match your ads to the most relevant Display Network sites based on their topics, interested audiences, demographics, and more.
Read more here: https://support.google.com/adwords/answer/6340468?hl=en

What is the recommended next step if you noticed from the Search terms report that certain terms are leading to a high number of clicks on your ads?

Add search terms that are not leading to many clicks as negative keywords
Add sitelinks to your ads to make them even more prominent
Make sure all of these search terms are included as keywords, regardless of relevance
Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords

Correct answer is:

Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords

Explanation: Use the Search terms report to see how your ads performed when triggered by actual searches within the Search Network. Identify new search terms with high potential, and add them to your keyword list. Look for search terms that aren’t as relevant to your business, and add them as negative keywords. This can help you avoid spending money showing your ad to people who aren’t interested in it.
Read more here: https://support.google.com/adwords/answer/2472708?hl=en

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

Correct answer is:

Denise, whose service can reach customers within 30 miles

Explanation: Radius targeting (also known as proximity targeting or “Target a radius”) allows you to choose to show your ads to customers within a certain distance from your business, rather than choosing individual cities, regions, or countries.

An advertiser looking to drive conversions is using manual cost-per-click (CPC) bidding. Which factor should be most important for this advertiser when deciding keyword bids?

The profit derived from a paid click
The bids of the next closest advertiser
The average profit per conversion
The Quality Score of the keyword

Correct answer is:

The profit derived from a paid click

Explanation: How do you know what CPC to set? You can figure this out based on what you know about your business and the value of a sale. For example, if you sell US$5,000 diamond rings, one new customer is probably worth more than if you sell US$0.99 packs of gum.
Once you’ve set max. CPC amounts that you’re comfortable with, see how many clicks your ads begin to accrue, and whether those clicks lead to business results on your website. Also, remember that Internet traffic is always changing, so it’s important to re-evaluate your CPC bids regularly.

Higher Quality Scores typically result in:

higher costs and lower ad positions
lower costs and better ad positions
less overall impressions
faster delivery of daily budget

Answer:

lower costs and better ad positions

Explanation:

Ad auction eligibility: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.
Your actual cost-per-click (CPC):Higher quality ads can often lead to lower CPCs. That means you pay less per click when your ads are higher quality.
Ad position:Higher quality ads lead to higher ad positions, meaning they can show up higher on the page.

You can use Display Planner to:

see which images and text ads within your campaign are performing best on the specific websites you are targeting
run a report to determine which keywords are most likely to convert based on the past 30-days of your campaign
see potential webpages where your ad can appear based on your keywords
managed CPC bids for contextual campaigns within your account

Correct answer is:

see potential webpages where your ad can appear based on your keywords

Explanation: Display Planner shows you the potential reach and cost of targeting ideas to help you plan your Display Network campaigns.You enter keywords, topics, or websites that you think are likely to match your customer interests, and your landing page. That will get Display Planner started with the types of targeting and keywords that can build the foundation of your campaign.

If you want to direct people to specific pages on your website from an ad, you can create an ad that uses:

sitelink extensions
previous visit extensions
callout extensions
location extensions

Correct answer is:

Explanation: Sitelinks can take people to specific pages on your site—your store hours, a specific product, or more. When someone clicks or taps on your links, they skip right to what they want to know or buy.

Which of these metrics is especially important to clients who are running a branding campaign?

Clickthrough rate (CTR)
Average cost-per-click (avg. CPC)
Impressions
Phone call conversions

Correct answer is:

Explanation: Impressions are important to track in any campaign, no matter what your goals are. But they can be especially important in branding campaigns, because they represent how many customers actually laid eyes on your ad. You might not care whether they ended up buying anything from your site, but you do want them to remember that catchy new slogan you paid big bucks to develop and share with the world.

How do cost-per-click (CPC) ads compete with cost-per-thousand impressions (CPM) ads on the Google Display Network?

CPC bids are effectively converted to CPM bids
CPM bids are effectively converted to CPC bids
Ads using CPC bids are not allowed to compete on the Display Network
CPC and CPM bids only compete against bids of the same type

Correct answer is:

CPM bids are effectively converted to CPC bids

Explanation: To keep things fair, when CPC and vCPM ads compete for the same Display Network placement, the two types of ads are compared apples-to-apples on how much they’re effectively willing to pay for the impression. With a vCPM ad, the max viewable CPM bid represents how much the advertiser is willing to pay for each 1,000 viewable impressions; with a CPC ad, Google estimates how many clicks the ad might receive in 1,000 impressions to get the comparison.
Read more here: https://support.google.com/adwords/answer/2630842?hl=en

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

Correct answer is:

Costs to produce her purses and revenue generated from her ads

Explanation: ROI is the ratio of your net profit to your costs. It’s typically the most important measurement for an advertiser because it’s based on your specific advertising goals and shows the real effect your advertising efforts have on your business. The exact method you use to calculate ROI depends upon the goals of your campaign.

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”

Correct answer is:

Add a call-to-action like “Sign up for a free trial”

An e-commerce client wants her campaign to be more profitable. After calculating this client’s total profits from AdWords, what can you do to start maximizing results for profit?

Test different cost-per-click (CPC) bids
Test only one version of your ad text
Lower the cost-per-click (CPC) bids and increase the budget
Delete keywords that are generating the most clicks

Correct answer is:

Test different cost-per-click (CPC) bids

Explanation: There are four steps to profit driven bidding in AdWords:

Define a formula that calculates total profits from AdWords.
Why: You need a formula to measure and optimize for profit in AdWords.

Run a broad-scale manual bid test.
Why: Get an edge in the auction by finding profitable bid opportunities faster than others can.

Evaluate results and measure your profit.
Why: Identify areas for improvement as you analyze results.
Use automation to adjust your bids.
Why: Free up your time so that you can focus on other strategic priorities.

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

Correct answer is:

Reach people who are likely interested in what you’re advertising

Explanation: When you advertise online with AdWords, you can use different targeting methods to reach potential customers right when they’re searching for your products or services. This can help make sure you’re putting your advertising dollars towards reaching only the people most likely to become your customers.

What happens as a result of a search campaign consistently meeting its daily budget?

Accelerated ad delivery
Higher average cost-per-clicks (CPCs)
Fewer sites targeted at once
Missed potential ad impressions

Correct answer is:

Missed potential ad impressions

Explanation: AdWords shows recommended budgets for campaigns that repeatedly meet their daily budget but have the potential to earn more clicks and impressions

Negative keywords can help advertisers refine the targeting of their ads, and potentially increase:

the number of relevant Display Network placements
their campaigns daily budget recommendations
the clickthrough rate (CTR) of their ads
the amount of impressions served

Correct answer is:

the clickthrough rate (CTR) of their ads

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

Which of the following is a benefit of advertising online with Google AdWords?
OR
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

Correct answer is:

Advertisers can choose how much they spend and only pay when someone clicks their ad

Explanation: You decide how much you want to spend, and pay only when someone interacts with your ad, like clicking your text ad or watching your video ad. You base your bids on whatever is best for your business.

What’s the easiest way to evaluate if one version of your landing page performs better than another for the same ad?

Replace the existing landing page with the new one and compare this month’s data to last month’s
Run a Campaign Experiment on the existing campaign that switches between both landing pages
Create another ad group for the new landing page and compare the two ad groups
Create another campaign for the new landing page and compare the two campaigns

Correct answer is:

Run a Campaign Experiment on the existing campaign that switches between both landing pages

Explanation: AdWords Campaign Experiments allow you to test changes to your account on a portion of the auctions that your ads participate in.

You can win a higher ad position in the auction with a lower cost-per-click (CPC) bid by:

creating ads that include terms or phrases people are searching for
creating relevant ads and keywords, but not using ad extensions
creating ads that link to a generic landing page
creating high-quality ads and landing page/creating relevant keywords and ads, and using ad extensions

Correct answer is:

creating relevant keywords and ads, and using ad extensions

Explanation: Ad position is also influenced by the expected impact from ad extensions and other ad formats, such as sitelinks. This means that if two competing ads have the same bid and quality, the ad with the better expected impact from extensions will generally appear in a higher position than the other.

When someone clicks your ad, the actual amount you’re charged will be:

The minimum needed to hold your ad position or 50% of your maximum cost-per-click (max. CPC) bid, whichever is greater
The minimum needed to hold your ad position but never less than 50% of your maximum cost-per-click (max. CPC) bid, whichever is greater
The minimum needed to hold your ad position but never more than 120% of your maximum cost-per-click (max. CPC) bid, whichever is greater
The minimum needed to hold your ad position, under the maximum cost-per-click (max. CPC) limit

Correct answer is:

The minimum needed to hold your ad position, under the maximum cost-per-click (max. CPC) limit

Explanation: Actual CPC is often less than max. CPC because with the AdWords auction, the most you’ll pay is what’s minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks.

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

keywords match that webpage’s content
ad text matches that webpage’s content
landing page matches that webpage’s content
website matches that webpage’s content

Correct answer is:

keywords match that webpage’s content

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

Your client’s campaign is getting a lot of clicks, but the conversion rate is low. Which approach could help improve your client’s conversion rate?

Make sure the landing page is closely related to the ad
Increase the average daily budget for the campaign
Broaden the list of keywords to reach more potential customers
Increase the cost-per-click (CPC) bid for low-performing keywords

Correct answer is:

Make sure the landing page is closely related to the ad

Explanation:

Make sure your landing page is directly relevant to your ad text and keyword.
Provide useful information on your landing page about whatever you’re advertising.
Try to offer useful features or content that are unique to your site.
Transparency and trustworthiness
Read more here: https://support.google.com/adwords/answer/2404197

Research for a client who owns used car dealerships show that people who visit his website also visit certain popular car blogs. Which targeting method would you use to reach these people?

Remarketing
Keywords
Topics
Placements

Correct answer is:

Explanation: If you want to run ads on the Display Network but only on placements you’ve hand-picked, you can do so with managed placements. For example, if you sell travel packages and want your ads to appear on a particular website or a specific page about travel, add it as a managed placement.
Read more here https://support.google.com/adwords/answer/2470108?hl=en

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

organizing potential placements into ad groups
suggesting landing pages for your ads
multiplying keyword lists together
creating new ads based on your keywords

Correct answer is:

multiplying keyword lists together

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

When creating text ads to advertise a client’s small chain of Italian restaurants, what should you include in the ad text to make it compelling to potential customers?

Include call-to-actions, such as “Find the nearest location”
Information about Italian food in the description
Use the same headline and description as other advertisers
An exclamation point in the display URL

Correct answer is:

Include call-to-actions, such as “Find the nearest location”

Explanation: Use the description to highlight details about your product or service. It’s a good idea to include a “call to action”—the action you want your customer to take. If you’re an online shoe store, your description might include “Shop now” or “Buy shoes now.” If you offer a service, you might want to add something like “Get an instant quote online” or “See pricing.”

Which bidding strategy should Sara use if her goal is to get more people to call her local catering business?

Cost-per-view (CPV)
Cost-per-thousand-impressions (CPM)
Cost-per-click (CPC)
Cost-per-acquisition (CPA)

Correct answer is:

Cost-per-acquisition (CPA)

Explanation: Target CPA is an automated bid strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. T

What happens when a campaign consistently meets its average daily budget?

Ads in that campaign will stop showing for the rest of the billing cycle
Average cost-per-click (CPC) bids will be lowered
Your budget is automatically adjusted
Ads in that campaign will show less often than they could

Correct answer is:

Ads in that campaign will show less often than they could

Explanation: If you have a limited budget, you want to make the most of every cent you spend on your advertising campaign. When your budget is limited, your ad might not show as frequently as you’d like — or might not show at all.

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

Correct answer is:

they interact with her website

Explanation: Google Analytics has a powerful segmentation engine. Instead of looking at your audience in large bunches, you can break it down into its component parts and understand how each part interacts with your site—then bid, message and direct traffic accordingly.

All other things being equal, if you’ve set a maximum CPC bid of $1.00 for your ads, and if the next most competitive bid is $0.50 for the same ad position, what is the actual amount you’d pay for that click?

Correct answer is:

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

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

Mimi wants to reach people searching for baked goods, but only wants her ads to show during the hours she’s open for business. Which campaign type is a good fit?

“Display Network only – All features”
“Search Network with Display Select – All features”
“Display Network only – Remarketing”
“Search Network only – All features”

Correct answer is:

“Search Network only – All features”

Explanation: Ads in a Search Network campaign appear near Google search results and other Google sites when people search for terms that are relevant to your ad’s keywords.Ads are matched to search results pages based on the terms or phrases someone searches. Search Network campaigns are usually focused on getting people to take action such as clicking your ad or calling your business.

When reviewing the Search terms report for one of your client’s campaigns, you notice several terms that aren’t relevant to what they’re advertising. How can you use this information when refining the campaign’s keywords?

Add the terms as exact match keywords
Add the terms as phrase match keywords
Add the terms as negative keywords
Add the terms as keywords

Correct answer is:

Add the terms as negative keywords

When choosing a maximum cost-per-click (max. CPC) bid, you should consider the amount that you make from a purchase because you want to set a bid amount that’s:

based on how much your product is worth
50% of how much your product is worth
the same amount as the profit generated by your product
the same amount as the revenue generated by your product

Correct answer is:

based on how much your product is worth

Explanation: Most people starting out in AdWords use cost-per-click (CPC) bidding to pay for each click on their ads. With this option, you set a maximum cost-per-click bid (max. CPC bid) that’s the highest amount that you’re willing to pay for a click on your ad. Set your bid by thinking about how much an ad click is worth to you.

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 tos how
choose from a range of ad formats, like video and image ads

Correct answer is:

reach customers while they’re searching for your products or services

Explanation A Search Network campaign may be a good option for you if you meet one or more of the following criteria:

You want your ads to appear near Google search results
You only want to reach customers searching for your specific product or service
Read more here: https://support.google.com/adwords/answer/2497941?hl=en

What’s one benefit of creating multiple ad groups?

You can target specific ad groups into various Google networks
You can break up keywords and ads into related themes
You can set different budgets for each ad group
You can pause specific keywords if they are not performing well

Correct answer is:

Break up keywords and ads into related themes

Explanation: Use ad groups to organize your ads by a common theme, such as the types of products or services you want to advertise.

Many advertisers find it helpful to base their ad groups on the sections or categories that appear on their website.

How can you see if people are searching for your client’s services during the early morning and evening hours?

Monitor reach and frequency data
Run a keyword diagnosis
Segment performance statistics by time
Run a search terms report

Correct answer is:

Segment performance statistics by time

Explanation: Use time segments (such as hour of the day or specific months) to isolate changes in your performance. For example, if you segment your data according to the day of the week and find that your ad performance is dramatically different on Saturdays, you can modify your bids to account for the change in user behavior.

Your client’s campaign is consistently meeting its average daily budget. What should you do to maximize your client’s budget throughout all hours of the day?

Increase the maximum cost-per-click (CPC) bid
Change the ad delivery method from “Accelerated” to “Standard”
Lower the daily budget amount
Pause the campaign to stop showing ads and accruing costs

Correct answer is:

Change the ad delivery method from “Accelerated” to “Standard”

Explanation: Accelerated delivery is likely to use up your campaign’s daily budget early in the day. This is because accelerated delivery shows your ads until your budget is reached. “Standard delivery” is more optimized, which means that the delivery of your ads is spread more evenly throughout the day.

Tony travels frequently. He needs to be able to make changes to his AdWords account while he’s offline so he downloads AdWords Editor. Using AdWords Editor Tony can do all of the following except:

Undo and redo multiple changes while editing his campaigns
Refresh data to reflect the latest statistics on his cost-per-click (CPC) campaign
Mange, edit, and view multiple accounts at the same time
Copy or move items between ad groups and campaigns

Correct answer is:

Refresh data to reflect the latest statistics on his cost-per-click (CPC) campaign

Explanation: Any advertiser with any size account can use AdWords Editor, but it’s especially useful for accounts with multiple campaigns and long lists of keywords or ads. For example, you can:

Use bulk editing tools to make multiple changes quickly.
Export and import files to share proposals or make changes to an account.
View statistics for all campaigns or a subset of campaigns.
Manage, edit, and view multiple accounts at the same time.
Search and replace text across ad groups or campaigns.
Copy or move items between ad groups and campaigns.
Undo and redo multiple changes while editing your campaigns.
Make changes in draft before uploading them to your account.
Keep working even when you’re offline.
Read more here: https://support.google.com/adwords/answer/2484521?hl=en

You sell video games and want people who play mobile gaming apps to know about your store. What’s one benefit of promotion your products with a mobile apps campaign on the Display Network?

It lets people who see your ad get directions to your store on Google Maps
It allows you to show your ad on app categories that you choose
It encourages people using mobile devices to install your app
It directs people to your online store to purchase your products

Correct answer is:

It allows you to show your ad on app categories that you choose

Explanation: If you want to reach certain categories of apps, or if you know the apps you want to target, you should create a Display Network campaign devoted to mobile apps. Learn more about these campaigns below under reaching specific apps or app categories in the Display Network.

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
Remarketing
Conversion tracking

Correct answer is:

Explanation: Remarketing helps you reach people who have visited your website or used your app. Previous visitors or users can see your ads as they browse websites that are part of the Google Display Network, or as they search for terms related to your products or services on Google.

In order to appeal to customers on mobile devices it’s important to:

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

Correct answer is:

Send users to a mobile-friendly landing page

Explanation: People seeing your ads on mobile are more likely to want to know where you are, or to call you. Show your location and phone number with location extensions and call extensions. Also, consider creating ads devoted to people on mobile devices, using the mobile version of your website as a landing page, and offering specials suited to a mobile audience. Keep in mind, your text ads can appear differently on mobile.

Caleb owns a music store and is creating an ad group for musical instrument rentals. What would be the most appropriate landing page for his ad?

A page with information on instrument rentals and a contact form
His homepage, with links to instrument sales, rentals, and music lessons
A page with information on music lessons and a contact form
A page with a wide selection of instruments for sale

Answer:

A page with information on instrument rentals and a contact form

Explanation: Your landing page experience is one of several factors that helps determine a keyword’s Quality Score. The experience of a landing page is represented by such things as the usefulness and relevance of information provided on the page, ease of navigation for the user, and how many links are on the page.

which ad extension would you use for an advertiser who has a chain of restaurants?

Seller ratings
Location extensions
Sitelink extensions
Previous visits extensions

Correct answer is:

Explanation: Benefits of Location extension

Location extensions encourage people to visit you in person.
You can add multiple addresses by linking your account to Google My Business.
On average, ads with location extensions see a 10% boost in clickthrough rate.
You can target your ads around your business addresses.
Read more here: https://support.google.com/adwords/answer/2404182?

Blake is focused on branding and is more interested in his ads being viewed than in generating clicks. Which of these features would not be a good fit for him?
Reach and frequency data

Cost-per-thousand-impressions (CPM) bidding
Call extensions
Placement targeting

Correct answer is:

What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand?

Increase the daily budget and add text ads with clear call-to-actions like “Buy now”
Use a balanced combination of broad-, exact-, and phrase-matched keywords
Add display ads and affinity audiences targeting people interested in green living and beauty
Target large metropolitan areas where people are more likely to encounter her product

Correct answer is:

Add display ads and affinity audiences targeting people interested in green living and beauty

Explanation: Select from these audiences to reach potential customers at scale and make them aware of your business.

These audiences were built for businesses currently running a TV ad who would like to extend the reach of a TV campaign to an online context for an efficient price.

When people search for your client’s watch repair business, they use very specific terms like “vintage watch repairs”. To show your ads for these searches you’ll want to use:

Negative match keywords
Broad match keywords
Exact match keywords
Phrase match keywords

Correct answer is:

Explanation: A keyword setting that allows your ad to show only when someone searches for the exact phrase of your keyword or close variations of the exact phrase of your keyword. The exact match keyword “bicycle bell” can cause your ad to show only if someone searches for “bicycle bell” or close variations of “bicycle bell” exactly, with no other words.

Clyde wants to raise the profile of his dance school. A “Display Network only” campaign can help him:

show ads when someone searches for dance classes
match his ad text to what people are searching
pick the most popular keywords for his campaign
show ads on dance websites and YouTube videos

Correct answer is:

show ads on dance websites and YouTube videos

Explanation: When you advertise on the Google Display Network, your ads can appear across a large collection of websites, mobile apps, and video content. Here are some examples:

Google AdSense publisher sites, including AdSense for Domains and AdSense for Errors
DoubleClick Ad Exchange publisher sites
Google sites such as Google Finance, Blogger, and YouTube (Google web search not included)
Read more here: https://support.google.com/adwords/answer/2404191

Which client would you advise to advertise on the Google Search Network?

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

Correct answer is:

Bill, who wants to reach people looking for plumbing services

Explanation: The Google Search Network is a group of search-related websites and apps where your ads can appear. When you advertise on the Google Search Network, your ad can show near search results when someone searches with terms related to one of your keywords.

What’s the benefit of having multiple ads in an ad group?

AdWords will automatically match each ad to the keywords it’s most relevant to
Ads are only eligible to show ad extensions if there are more than one ad in that group
Ads are only eligible to show at the top of the page if there are more than one ad in that ad group
AdWords will automatically rotate your ads and show the best performing ones more often

Correct answer is:

AdWords will automatically rotate your ads and show the best performing ones more often

Explanation: A preference that determines which ad in your ad group should show (when you have multiple ads). Ad rotation settings are helpful because they give you the ability to request how your ads are shown. For example, you can request to have your successful ads show more often or indicate that you’d like your ads to be shown more evenly.

If you have more than one ad in your ad group, Google will rotate which ad shows depending on your ad rotation setting.

Laura runs an online store with a large inventory of children’s toys and games. Which ad format would you use for Laura’s campaign to reach people interested in purchasing children’s games?

App promotion ads
Shopping Ad/Product Listing Ad
Image ads
Sitelink extensions

Correct answer is:

Explanation: If you’re a retailer, you can use Shopping campaigns to promote your online and local inventory, boost traffic to your website or local store, and find better qualified leads.

Each campaign in your AdWords account should have a single:

maximum cost-per-click (max. CPC) bid
landing page
business goal
ad group

Correct answer is:

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

Your ad can show on the Google Search Network when someone searches for terms that are similar to your:

Keywords
Placements
Website
Ad text

Correct answer is:

Explanation: When someone searches on Google, your ad could be eligible to appear based on the similarity of your keywords to the person’s search terms, as well as your keyword match types. Keywords are also used to match your ad to sites in the Google Network that are related to your keywords and ads.

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

Maximize clicks
Enhance cost-per-click (CPC)
Target return on ad spend (ROAS)
Target search page location

Correct answer is:

Enhance cost-per-click (CPC)
Target search page location

Explanation: “Target search page location” is a type of flexible bid strategy that automates bidding across multiple campaigns, ad groups, and keywords to show your ad on the top of the page or on the first page of Google search results.

A client wants to promote her new mobile app by showing her ads in other mobile apps. How can AdWords help accomplish her goal?

Google’s Search Network will help her target people who are more likely to download her app
She can use keywords like “mobile app” to target people who are more likely to download her app
Google’s Display Network includes many mobile apps where she could show her ad
She can use mobile app extensions to reach users in apps

Correct answer is:

Google’s Display Network includes many mobile apps where she could show her ad

You can use Keyword Planner to identify:

the number of negative keywords you should add
the amount of traffic potential keywords you might get
which text ads are performing best based on your keywords
webpages where your ad can appear based on your keywords

Correct answer is:

the amount of traffic potential keywords you might get

Explanation: A tool that provides keyword ideas and traffic estimates to help you build a Search Network campaign.

Every time that your ad is eligible to show, AdWords calculates its Ad Rank using your bid amount components of Quality Score

the daily budget you’ve set
your historical conversion rate
the expected impact of extensions and other ad formats
the search ranking of your website

Correct answer is:

the expected impact of extensions and other ad formats

Explanation: A value that’s used to determine your ad position (where ads are shown on a page) and whether your ads will show at all. Ad Rank is calculated using your bid amount, the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats.

A standard AdWords text ad is made up of:

a display URL and description text
a headline, image, and description text
a headline and description text
a headline, a display URL, and description text

Correct answer is:

a headline, a display URL, and description text

Explanation: A text ad on Google search is the simplest online ad that AdWords offers. It has three parts: headline text, a display URL, and description text.

What’s a reason to use the “Search Network with Display Select” campaign type?

Your ads only show on the first page search results
You can pick the exact websites where you want your ad to show
You can use one budget to advertise on the Search Network and Display Network
Your video ads can run on the Search Network

Correct answer is:

You can use one budget to advertise on the Search Network and Display Network

Explanation: You can only add managed placements to certain campaign types: “Display Network only,” “Search Network with Display Select,” and “Video.”

Your client gets more conversions from ads that appear to people in Tokyo. What actions should you take to try and increase the number of conversions for this client?

Use a location bid adjustment to increase bids for customers in Tokyo
Create a separate ad group to target ads and bids for Tokyo
Use the user location view to understand if people who click your ads are located in Tokyo
Refine where your ads show by adding the keyword “Tokyo”

Correct answer is:

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

Explanation: Use location bid adjustments to show your ad more or less frequently to customers in certain countries, cities, or other geographic areas.

Your client noticed last month that his ad often showed up beside another advertiser’s ad for the same search terms. How can you help your client understand how he is performing compared to other advertisers?

Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers
Use the top movers report which campaigns have seen the biggest change in clicks since last month
Use the paid & organic report to show when his website appears in organic search, with no associated ads
Use the Search term report to show which search terms lead to the most clicks on his ads

Correct answer is:

Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers

Explanation: The Auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are.

Your new client’s AdWords account has one campaign with one ad group that contains a list of hundreds of keywords. Which best practice should you follow when re-organizing this client’s keywords?

Create new ad groups with several keyword match types
Create new ad groups with related keywords grouped together
Remove half of the keywords from the ad group
Create one ad group for every five keywords

Correct answer is:

Create new ad groups with related keywords grouped together

Explanation: Use ad groups to organize your ads by a common theme. For example, try separating ad groups into the different product or service types you offer.

Your client wants to increase the number of people visiting his website. When analyzing the data for Search campaign, which metric do you most want to improve?

Clickthrough rate (CTR)
Converted clicks
Impressions
Conversion rate

Correct answer is:

Clickthrough rate (CTR)

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?

Print, TV and radio advertising 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

Correct answer is:

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

When setting up a campaign, you can use Display Planner to get an idea of the budget and bids you should set based on your:

traffic estimates for placement ideas
historical conversion rate estimates for your keyword and placement ideas
historical cost-per-click (CPC) estimates for your keyword and placement ideas
traffic estimates for your keyword ideas

Correct answer is:

historical cost-per-click (CPC) estimates for your keyword and placement ideas

Explanation: Each idea comes with impression estimates and historical costs. Think of these estimates and statistics as a guide to help you plan your Display Network campaign, rather than to project future performance.

Read more here: https://support.google.com/adwords/answer/3056153?hl=en
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

Correct answer is:

Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment

Explanation: Ads created in call-only campaigns are fine-tuned to show only on mobile devices that are capable of making calls.

Donna sells t-shirts featuring vintage album covers. She wants people searching for unusual t-shirts to find her website, but she also thinks people interested in music might make a purchase. What campaign type would you recommend?

“Display Network only – All features”
“Display Network only – Remarketing”
“Search Network with Display Select – All features”
“Search Network only – All features”

Correct answer is:

“Search Network with Display Select – All features”

Explanation: Your ads can appear when people search for terms on Google search and search partner sites that match your keywords. They can also appear on relevant pages across the web on the Google Display Network. However, your ads are shown selectively on the Display Network and bidding is automated, helping you reach people who are most likely to be interested in the products and services you’re advertising.

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

Correct answer is:

see ways to reach your target audience based on your keywords, website, or interest categories

Explanation: Display Planner shows you the potential reach and cost of targeting ideas to help you plan your Display Network campaigns. The forecasts can help you understand how your ad groups could perform and historical costs can guide you to the ideas that are within your budget.

You signed 3 new clients, each with an existing AdWords account. What’s the best way to manage these accounts?

Pause your clients’ campaigns and recreate them in your manager acccount
Use your clients’ sign-in information to access and manage the accounts
Link the client accounts to your My Client Center (MCC) manager account
Consolidate the 3 accounts into a new AdWords account you create

Correct answer is:

Link the client accounts to your My Client Center (MCC) manager account

Explanation: If you’re an agency or someone who manages multiple AdWords accounts, a manager account is a powerful tool that could save you time. A manager account is an AdWords account that lets you easily view and manage multiple AdWords accounts — including other manager accounts — from a single location.

Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices?

Mobile bid adjustments
Target return on ad spend (ROAS)
Target search page location flexible bidding strategy
Cost-per-acquisition (CPA)

Correct answer is:

Mobile bid adjustments Explanation: Just as with desktop AdWords campaigns, mobile campaigns use bidding and targeting to determine where and when your ads show up. A click may be worth more to you if it comes from a mobile device or a specific location, or at a certain time of day. By setting bid adjustments, you can increase or decrease your bids to gain more control over when and where your ad is shown.

Belinda’s boutique just started carrying 3 new designer labels. She wants to show an image ad announcing the new collections to people who are browsing websites about designer clothing. Which campaign is a good fit?

“Display Network only – All features”
“Shopping”
“Search Network only – All features”
“Search Network only – Standard”

Correct answer is:

“Display Network only – All features”
Explanation: With a Display Network only campaign, your ads can show throughout the Google Display Network. This campaign type works by matching your ads — including text, image, rich media, and video ads — to websites and other placements, like YouTube and mobile apps, with content related to your targeting.

Read more here: https://support.google.com/partners/answer/6123890?hl=en
Your client noticed that his ad was disapproved for editorial reasons. Why is it important for him to understand and abide by Google’s advertising policies

AdWords policies can help web user distinguish between ads and search results
AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users
AdWords policies can keep disapproved ads and websites out of organic search results
AdWords policies can help keep ad costs low and affordable for advertisers

Correct answer is:

AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users

Explanation: All AdWords ads go through an approval process to ensure the ads are safe and appropriate for users. Every time you create a new ad or make changes to an existing ad, it will automatically be submitted for review to ensure that it follows Google’s advertising policies.

When setting up a Search Network campaign for a client, you want to maximize the number of clicks her ads can get. Which bidding strategy should you use to achieve this goal?

Cost-per-thousand impressions (CPM)
Cost-per-acquisition (CPA)
Automatic cost-per-click (CPC)
Manual cost-per-click (CPC)

Correct answer is:

Automatic cost-per-click (CPC)

Explanation: Automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance goals. Each type of automated bid strategy is designed to help you achieve a specific goal for your business.

When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords?

AdWords only shows an ad for keywords with proper spelling and plural forms
Your keyword list would be disapproved based on Google’s advertising policies
AdWords can automatically include these variations for you
Broad match includes the exact words and phrases a user searches for

Correct answer is:

AdWords can automatically include these variations for you

Explanation: Broad match lets a keyword trigger your ad to show whenever someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, stemming (such as floor and flooring), related searches, and other relevant variations.

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

Correct answer is:

reach customers while they’re searching for your products or services

Explanation: The Google Search Network is a group of search-related websites or apps where your ads can appear. When you advertise on the Google Search Network, your ad can show next to search results when someone searches with terms related to one of your keywords.

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

Correct answer is:

How much you’ve spent on the campaign compared to the value of leads generated

Explanation: How much profit you’ve made from your ads compared to how much you’ve spent on those ads. Return on investment (known as ROI) measures the ratio of your profits to your advertising costs.

An advertiser should group their campaigns by:

type of product or service
number of keywords
maximum cost-per-click (CPC) bids
number of ad groups per campaign

Correct answer is:

type of product or service

Explanation: A good rule of thumb for creating an effective campaign structure is to mirror your website’s structure. By creating campaigns and ad groups around a specific theme or product, you can create keyword lists that directly relate to the corresponding ad text, and ads that link directly to that product’s page on your website. You can even add keyword-specific URLs to improve the quality and relevance of your ads in your account.

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)

Correct answer is:

Maximum cost-per-click (max. CPC) bid

Read more here: https://support.google.com/adwords/answer/2454010?hl=en
Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don’t live in France. What would be an effective way to target this client’s customers?

Create a campaign with ads and keywords written in French
Create a campaign targeting Paris and languages other than French
Create a campaign targeting French and regions other than Paris
Create a keyword list with the exact match keyword “Paris” and negative keyword “France”

Answer is:

Create a campaign targeting Paris and languages other than French

Julian wants to reach potential customers based on the type of device they’re using, but he doesn’t know how his campaign performs on different devices. How can Julian find meaningful data that will help him decide which devices to target?

Create multiple ad groups that target different devices, and monitor the results
Set up an experiment to test which device he should target
Create multiple campaigns that target different devices, and monitor the results
Segment his campaign statistics table by device

Correct answer is:

Segment his campaign statistics table by device

Explanation: A category (like ad type or day of the week) that you can add to your campaign’s tables and charts in order to organize your performance data around that criteria.

When building a keyword list for a Display Network campaign, you should do which of the following:

Use Display Campaign Optimizer to identify new keywords
Only include exact match keywords
Only use Keyword Planner to identify new keywords
Include keywords that are related to the websites your customers visit

Correct answer is:

Include keywords that are related to the websites your customers visit

Explanation: Choosing keywords for a Display Network campaign is about connecting your ads with people most likely to be interested in your business. Based on what you know about your customers, pick keywords that would you imagine would appear on websites your customers would visit.

Data for your client shows that more estimated total conversions are coming from mobile devices versus computers and tablets. How can you use this data to optimize your client’s bidding strategy?

Use target search page location to help get your client’s ads to the top of mobile search page results
Set a mobile bid adjustment to increase bids for searches on mobile devices
Set a mobile bid adjustment to decrease bids for searches on computers and tablets
Use enhanced cost-per-click (ECPC) to increase bids that are likely to result in conversions from mobile devices

Correct answer is:

Set a mobile bid adjustment to increase bids for searches on mobile devices

Explanation: Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search. For example, sometimes a click is worth more to you if it comes from a mobile device, at a certain time of day, or from a specific location.

While teaching a new account manager how to build a Search campaign, you tell her that she should group similar keywords together in an ad group because it will allow her to:

create a different ad for each keyword
create multiple ads for each keyword
only create one ad that’s relevant to all keywords
create ads that are relevant to all keywords

Correct answer is:

create ads that are relevant to all keywords

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)
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)

Correct answer is:

Improve Quality Score and increase cost-per-click (CPC)

Explanation: Your ad’s position on the page is determined by your bid, the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats.

Ads at the top of a page generally have the following qualities:

High relevance: The ad text and landing page are relevant to a person seeing your ad.
Good performance over time: The ad consistently generates clicks.
Competitive bids: The ad’s bid is competitive with other advertisers and exceeds the top of page bid estimate.
Read more here: https://support.google.com/adwords/answer/1722087?hl=en

Cliff just started working with a client who has a very disorganized AdWords account. What’s an effective way for him to begin restructuring his client’s account?

Create multiple campaigns, each with a set of related keywords
Create campaigns based on the structure of his client’s website
Create one campaign with a broad selection of keywords
Create one campaign for all the products his client offers

Correct answer is:

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

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

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

Data shows that the audience for a client’s running shoe store is women ages 35 to 50. How can you optimize this client’s Display Network campaign based on your research?

Use frequency capping to limit the number of times men ages 40 to 65 see your client’s ads
Increase cost-per-click (CPC) bids and experiment with variations of ad text that includes running tips
Add demographic and age targeting to show ads to people in this audience
Set up a remarketing list to show ads to women who have previously visited your client’s website

Correct answer is:

Add demographic and age targeting to show ads to people in this audience

Explanation: With demographic targeting in AdWords, you can reach customers who are likely to be within the demographic groups that you choose

Tom wants to promote his windshield repair company’s emergency service by reaching people right when they’re searching for help. Which campaign type is a good fit?

“Search Network with Display Select”
“Shopping”
“Search Network only”
“Display Network only”

Correct answer is:

“Search Network only”

Explanation: Search Network campaigns are usually focused on getting people to take action such as clicking your ad or calling your business. These campaigns show ads to people who are actively seeking out information. When someone is intentionally seeking out a product or service like yours, they’re much more likely to find your ad helpful, and click it.
A Search Network campaign may be a good option for you if you meet one or more of the following criteria:

By monitoring ad campaign performance, an advertiser may obtain the information needed to:

create additional AdWords accounts for low-performing keywords
create duplicate ad groups with identical keywords and different ad variations
compare campaign performance to that of individual competitors
determine if campaigns are meeting overall marketing and conversion goals

Correct answer is:

determine if campaigns are meeting overall marketing and conversion goals

What’s one of the main benefits of using ad extensions?

Extensions increase your reach by showing your ad on more advertising networks
Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent
Extensions provide additional information to make your ads more relevant to customers
Extensions are automated so you don’t have to create your ads

Correct answer is:

Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent

Explanation: Better return on investment: Extensions can help improve the clickthrough rate (CTR) of your ads. More clicks means more customer traffic.

An advertiser wants to increase the Quality Score of a low-performing keyword. Which approach would you recommend?

Repeat the keyword as many times as possible in the ad text.
Delete the keyword and add the keyword to the campaign again
Modify the ad associated with that keyword to direct to a highly-relevant landing page
Increase the daily budget for the campaign in which the keyword is located

Correct answer is:

Modify the ad associated with that keyword to direct to a highly-relevant landing page

Explanation: It’s time to identify poor-performing keywords and make them work harder for you. You’ll want to improve the relevance of your keywords to help boost their Quality Scores, or modify the match type for ones that aren’t helping you meet your advertising goals, or delete duplicate keywords in your account. You can also filter your performance data to find low-performing keywords.

A client who owns an online running shoe store wants to drive sales of a particular model of women’s running shoes. What keywords should you include in this client’s keyword list to help achieve their goal?

Specific terms about the benefits of running
Specific terms about the shoe brand and model your client is selling
Generic terms about running and running shoes
Generic terms about different types of women’s shoes

Correct answer is:

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

One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the AdWords system works?

AdWords automatically increases the maximum cost-per-click (CPC) bid to show an ad higher in Google search results
Due to changes in traffic, AdWords allows up to 20% more impressions in a day than the budget specifies
To show an ad more often, AdWords charges more than the average daily budget amount multipled by 30.4
Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4

Correct answer is:

Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4

Explanation: When your ads are shown more often, your total daily cost might be up to 20% more than your average daily budget. However, you won’t be charged more than your average daily budget multiplied by the average number of days in a month (30.4).
Read more here: https://support.google.com/adwords/answer/2375423?hl=en

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Laura runs an online store with a large inventory of children’s toys and games. Which ad format would you use for Laura’s campaign to reach people interested in purchasing children’s games?

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Laura runs an online store with a large inventory of children’s toys and games. Which ad format would you use for Laura’s campaign to reach people interested in purchasing children’s games?

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