2016 Shopping Ads Certification Guide

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My last study guide.  Enjoy.  This one was the most difficult to make.  I tried a few new things… didn’t work.  Remade the study guide.  And here it is.  With Q/A.

*Updated May 23rd 2016 for more recent material.


Chapter 1: Product Listing Ads

The main purpose for creating PLAs is to promote products online. They are simple to use and very efficient. However, do not use PLAs to promote a brand, drive calls to a business, or promote a service. PLAs are not meant for selling services and are the best avenue for increasing calls or brand awareness.

G: “Product Listing Ads allow you to include an image, title, price, promotional message, and your store or business name inside your ads, without the need for you to create unique ads for each product you sell. Product Listing Ads show a set of relevant products for a given search. The ads appear in their own box on Google Search (separate from text ads), on Google search partner websites that display and link to products for sale, and on Google Shopping.”

Product Listing Ads can appear on Google Search, Google Search Partner, and Google Shopping. They can also appear on mobile phones, tablets, and desktops. It offers flexibility in what devices you want to target.

When you create your product images for Product Listing Ads it is considered best practice to be accurate, have a great image, and optimize. The image is perhaps the key to earning the click. It is recommended for an image to use a solid white or grey background. It is not a good idea to include similar items in the picture because it could cause confusion. It is not best practice to cover the product with brand name text since it could cause confusion. And it is not a good idea to include promotional text over the product, since again that causes confusion. Keep the image simple and clean.

Targeting for PLAs include ONLY select countries, listed in Google Merchant Center and AdWords Help Centers. Targeting is not available in all countries even if AdWords is available in that country. PLAs can be available in countries which Google.com/shopping may not be available in. PLAs are available outside North America.

PLA groups can be targeted at the ad group level for promotional text. Neither the campaign or product group is the level you should place promotional text.

G: “Immediately after you create a new Shopping campaign, you’ll be taken to the “Create ad group” page, where you can add a promotional message to your ads to highlight special information that applies to all of the products in that ad group. These messages shouldn’t be used as ad text, but rather as actionable alerts that differentiate you from the competition. Promotional text is limited to 45 characters, and keyword insertion won’t work with this text or the product information text provided dynamically from your Merchant Center account.”

Remember that PLAs can appear on Google Search and Google Shopping. It’s a great way to increase traffic to an ecommerce website.


Question: Sally is promoting her online store that sells vintage goods and custom artwork. what does she need to include for unique product identifiers?

Answer: Submit a randomly generated number in the ‘gtin’ attribute

Question: You would choose to advertise on the Google Search Network if you wanted to:

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

Question: Michael was notified that his products were disapproved due to incorrect prices. Which of the following may have caused the disapproval?

Answer: The landing page price is different from the feed price

Question: How can Helen provide free delivery for a small group of promotional products?

Answer: Update the ‘delivery’ attribute to a fixed delivery price of 0.00 for only the promotional products

Question: Which devices can Product Listing Ads appear on?

Answer: Tablets,mobile phones and desktops

Question: What does impression share indicate about a product group?

Answer: It shows how many impressions your product group has received divided by the estimated number that it was eligible to receive

Question: Matt is preparing for his shop’s big holiday sale. What should Matt do to make sure that the products that are on sale are organized on Google Shopping?

Answer: Classify the products under the “holiday” Google Product Category

Question: Which email contact does Google use to notify merchants about account warnings?

Answer: Google Merchant Center technical contact

Question: You can use campaign priority to:

Answer: Tell Google which campaign’s bid to use for a product when the same product is included in multiple campaigns

Question: How can you lose your claimed URL?

Answer: Another authorized owner of the website successfully verifies and claims your website URL

Question: Which can you sell on Google Shopping?

Answer: Used goods

Question: Which can you NOT sell on Google Shopping?

Answer: Hotel and travel fares. Residential property. Business services such as plumbing or locksmithing.

Question: At which level can you add promotional text to Product Listing Ads?

Answer: Product group

Question: Product Listing Ads should be used for:

Answer: Promoting products online

Question: Product Listing Ads should NOT be used for:

Answer: Driving phone calls to a business. Promoting services. Promoting brands.

 


Chapter 2: Product Groups

Product groups are very useful for shopping campaigns. Each shopping campaign can have an ad group with 20,000 product groups.

G: “A product can be included in only one product group — with one bid — in a given ad group. This will always be the most granular product group the product belongs to. However, the same product can be assigned different bids across ad groups and campaigns. When the same product is included in multiple ad groups within the same campaign, the product with the higher bid will be the one to serve the ad. When the same product is included across multiple campaigns, the highest campaign priority level — regardless of bid — will be the one to serve the ad. When campaigns with the same products are set at the same priority level, the highest bid will proceed to the ad auction.”

Therefore product groups are not meant to be used to bundle items sold as packages. They are also not great for creating a list of keywords to target PLA. And it is not best practice to organize products within a data feed. Product groups should be used to bid on organized inventory in an ad group.

A common term you will come across when studying product groups is impression share. Impression share simply means how many impressions your product group received divided by the estimated number it could receive. Some marketers confuse impression share with the idea it predicts your product group’s future impressions or it provides a benchmark for similar products, or that it shows your product group impressions relative to other product groups. None of the above three are true.

Another key point is that product groups can use the bid simulator. Like a regular AdWords campaign, the bid simulator is available when PLAs have been included in enough auctions or accrued enough impressions for Google to provide a reliable guess as to performance. Bid simulator is always a useful tool to keep in mind.

If traffic is low for a product group and daily spend is also low, you can increase bids on product groups to help with impressions and traffic. An increase bid will generally increase impressions and traffic. Raising the campaign’s daily budget is not going to help since the traffic is low. Adding negative keywords will further lower impressions and traffic. And adding a promotional message while helpful won’t solve the issue of impression, although it should help with CTR and clicks.

But what about the “everything else” products? After you subdivided the product groups from your Shopping campaign’s ad groups, what can you do with the remaining products? Well you should include a bid since you wish to sell them as well. You should not make a bid of zero since that means the remaining products will have no chance of selling. Any bid is better than a bid of zero in this case.

It is considered best practice to set a bid for the “everything else in all products” product group because doing so includes items that are not part of other product groups into your campaign. Perhaps these items will sell too. Setting a bid for the “everything else in all products” product group is best practice because who knows what items will sell. You don’t want to leave out an item just because it doesn’t fit in a product group.

When you are targeting all inventory in the “All Products” group you can optimize.

G: “Starting out: When you create a new Shopping campaign, a product group for “All products” is created by default using the default maximum cost-per-click bid (max. CPC) you set during ad group creation. Subdividing product groups: You can run your Shopping campaign using just the “All products” product group, or subdivide it into as many product groups as you want using product attributes like category, product type, brand, condition, item ID, and custom labels. You can also remove product groups as needed.”


Question: Product groups are eligible for the bid simulator:

Answer: When product listing ads have been included in enough auctions or accrued enough impressions

Question: Nicole’s analysis shows that 5 brands currently in her “All products” group are performing especially well. What can she do to capture more traffic on these valuable brands?

Answer: Subdivide by brand and set more competitive bids for the brands individually

Question: Product Listing Ads can be targeted to:

Answer: only Select countries, listed in Google Merchant Center and AdWords Help Center

Question: How are product groups used in Shopping campaigns?

Answer: To organize products within a data feed

Question: Campaign priority should be used when:

Answer: You have multiple campaigns advertising the same products

Question: Marie’s new camera product falls into two different Google product categories. What should she use for this attribute?

Answer: Include only one category


Chapter 3: Custom Labels

Custom Labels are a great way for you to subdivide products into specific product groups in AdWords. It is not a great way to set the country in which your products will be sold. It does not tell Google Merchant to avoid certain products when uploading data. And it is not related to identifying how your products are shipped.

G: “With Shopping campaigns, you use custom labels when you want to subdivide the products in your campaign using values of your choosing. For example, you can use custom labels to indicate that products are seasonal, on clearance, best sellers, etc. These values can then be selected to use for monitoring, reporting, and bidding in your Shopping campaign.”

You create custom labels as attributes in your data feed. You can have up to five custom labels, numbered 0 through 4. You should assign a specific definition for each of the five custom labels and specify the possible values for each. Then, you use these custom labels consistently across the products in your Merchant Center account, assigning appropriate values to each product according to your definition. Each of the five custom labels can only have one value per product.”

Custom labels are perfect for subdividing products in Shopping campaigns when you want to use your own set product structure. Custom labels are far superior to having multiple data feeds, AdWords labels, or starring items when it comes to this.

Custom labels can be used in a product data fee to tag products you’d like to group together in a value of your choice. Custom labels are for your reference only and are not entered into AdWords or Merchant Center accounts.

G: “With Shopping campaigns, you use custom labels instead of “AdWords labels” to group your products by the values of your choosing. You assign specific definitions and possible values to each custom label, then use the custom labels consistently across all of your products. By contrast, “AdWords labels” in regular Product Listing Ads campaigns are loosely defined, meaning you add values to each product as you see fit.”

Google Shopping is perfect for Holiday Sales however you have to set it up correctly.   For that you need to create a custom label.

G: “With Shopping campaigns, you use custom labels when you want to subdivide the products in your campaign using values of your choosing. For example, you can use custom labels to indicate that products are seasonal, on clearance, best sellers, etc. These values can then be selected to use for monitoring, reporting, and bidding in your Shopping campaign.”

It’s important to create a custom label highlighting what is included in the holiday sale. It is not best practice to put holiday in the title of the item that is on sale, create a watermark for your product image saying holiday, or changing the brand attribute of the item to say holiday. The previous three things are not recommended.


Question: Custom labels can be a great way for you to:

Answer: Subdivide products into specific product groups in AdWords

Question: Ruth is going to sell products that Google considers adult-oriented. How should she label her content?

Answer: Mark ‘adult’ in a separate custom label attribute as part of the data feed

Question: To subdivide products in Shopping campaigns using your own set product structure, you should use:

Answer: custom labels

Question: You can use custom labels in a product data feed to:

Answer: Tag products that you’d like to group in a Shopping campaign by values of your choosing


Chapter 4: Google Shopping Campaigns

Shopping Campaigns are extremely flexible; they use PLAs created from product data in Google Merchant Center.   However they are not meant to promote ANY services. And they do not use keyword-targeted rich media ads.

G: “With Shopping campaigns, you can promote your products using Product Listing Ads, an ad format that includes an image, title, price, your business name, and more. You can create a Shopping campaign once you’ve submitted your product inventory to Google Merchant Center. Merchant Center holds your product information, and the Shopping campaign in AdWords lets you serve detailed ads for those products. Shopping campaigns also allow you to target your ads to specific users, set bids, and improve performance with optimization tools.”

Google shopping is great because it allows you to sell goods. While Used Goods are allowed on Google Shopping there are several restrictions. A few ones to note are animals, vehicles, real-estate, and services should not be sold on Google Shopping.   Used clothing is fine.

It’s always important to activate conversion tracking for your Shopping campaigns. But if you do not activate it, then the bidding type you can use is the Max CPC bidding. Since you do not have any way to monitor conversions, you cannot use Max CPA or target CPA bids.


Question: How are product groups used in Shopping campaigns?

Answer: To organize products within a data feed

Question: Shopping campaigns use:

Answer: Listing Ads created from product data in Google Merchant Center

Question: Catherine is preparing to release a new line of toys that’s currently available for pre-order only on the landing page. Why is Catherine’s data feed getting disapproved for incorrect availability?

Answer: The ‘availability date’ attribute is set as the toys’ release date


Chapter 5: Google Merchant Center

This was the most tested and probably the most important piece to understand. Google Merchant center is used to submit product information. It is not meant as a bidding management device. Nor is it meant to host website images. It especially is not meant to monitor the performance of Shopping campaigns.

G: “Google Merchant Center is a tool that helps you upload your store and product data to Google and make it available to Google Shopping and other Google services.”

Google wants to let you know that Google Merchant Center is used to upload data feeds. There are many questions about this. Product data can ALSO be through an API.  Make sure to upload to the Merchant Center in a Tab Delimited File Format. Merchant Center does not currently accept excel.

G: “If you’re using Google Sheets, you can download your file and upload it as a .txt file or upload your spreadsheet directly to Merchant Center. Note: We are currently unable to accept a feed in the Excel file format (.xls).”

In Google Merchant Center a target country is one where the products are being sold and shipped to. A target country does not mean where the retailer is located or where the products are shipped from. It also is not related to where the products are manufactured.

Google Merchant Center contacts you with important messages such as feed disapprovals by sending an email to the email contacts listed in the account settings.

G: “If this happens, we’ll send the merchant an email explaining that the account has been suspended due to a violation of the Merchant Center Terms of Service or the Google Shopping Policies. The email will include what steps to take to reinstate the account. In addition to the email, we’ll also show a suspension notification in the affected Merchant Center account. In most cases, we’ll give the merchant 7 days to resolve the violation.”

An account will not be suspended if you haven’t been updating your feed every 10 days. An account will not be suspended if you are only selling used products. An account will not be suspended if your website is mobile ready. An account that has landing pages that lead to error messages or non-existent pages may be suspended if it continues this action. Not having a working landing pages takes away from user experience and also presents a safety issue.

Another cool feature is the Multi-client accounts or the MCAs. These will allow you to grant users access to specific sub accounts, manage multiple domains, and submit to multiple sub accounts.

G: “Merchant Center multi-client accounts allow a single person or company to submit data feeds for multiple domains. Each client may have a distinct store name and URL. Please be aware that if you request a multi-client account your current Google Merchant Center account will become a sub-account in your new multi-client account.”


Question: Which is a reason why Annie’s Google Merchant Center account would get suspended?

Answer: Her landing pages lead to error messages or non-existent pages

Question: Merchants use Google Merchant Center for which purpose?

Answer: Upload product data through feeds or an API

Question: Ricky is an online golf equipment merchant who just created a new Google Merchant Center account. When Ricky creates his first data feed, he must add unique product identifiers for his products. Which combination of ‘gtin’, ‘mpn’ and ‘brand’ is valid?

Answer: Two identifiers from ‘gtin’, ‘mpn’ and ‘brand’ must be used

Question: Which is a required attribute when submitting a product to Google Merchant Center?

Answer: Title

Question: What information do you need to enter in Google Merchant Center to create a Shopping campaign?

Answer: Verified and claimed website URL

Question: In Google Merchant Center, a target country is the country where:

Answer: The products are sold and will be delivered to

Question: Google Merchant Center can be used to:

Answer: View competitive benchmarks for Shopping campaigns

Question: Google Merchant Center is used to:

Answer: Submit product information

Question: Google Merchant Center is NOT used to:

Answer: Host website images. Manage bidding for Shopping campaigns. Monitor the performance of Shopping campaigns.

Question: May is in the process of expanding her shop to support more territories. May’s Google Merchant Center account was suspended after adding new data feeds. Why was her account suspended?

Answer: The language on the landing pages doesn’t match the language of the target country

Question: Google Merchant Center is used for:

Answer: Uploading product data feeds

Question: When creating a file to upload to Merchant Center, what format is accepted?

Answer: Tab Delimited File Format

Question: What does Google Merchant Center use as the primary way to contact users with important messages, such as feed disapprovals?

Answer: Email contacts listed in account settings


Chapter 6: Data Feeds

When you prepare a new data feed you should submit a test data feed. The following are not best practice for submitting new data feeds: including all items in your inventory in one go, giving all the feeds the same name, or submitting multiple feeds at the same time.

When submitting a data feed for a pre-order there are certain additional rules that apply. In particular the availability attribute must be set. The availability attribute should be set to as preorder. If the availability is not set, the feed may be rejected.

The exam tests on various issues involving accounts being suspended when adding new data feeds. One reason an account may be suspended is if the language of the landing pages doesn’t match the language of the target country. However, you will NOT be suspended if the data feed has not been updated for two weeks or less; if the data feed includes products that are out of stock; or if the shipping attributes for some products have different pricing then the default shipping.

Another widely tested issue is GTIN MPN and brands. The need for each depends on what you are selling.

Therefore if someone is selling equipment for golfing, they would need to include two identifiers from GTIN, brand or MPN, since golf equipment doesn’t fall in one of the defined categories.

In the case of someone selling apparel, they would need to include both the Brand and either the GTIN or the MPN. Remember for articles of apparel likes shoes, the brand is absolutely necessary. After the brand is included you can pick either the GTIN or the MPN.

An active data feed is one which is updated at least once a month or 30 days.

G: “Send us a data feed as often as your item information changes — up to once per day, but remember to upload a new feed at least once a month. If you submit multiple data feeds, keep each item in the same data feed with each submission. Avoid moving your items to different feeds.”

Another interesting often tested sub-theme is Adult Themed items.

G: “Google cares about the family status of the product listings you submit in order to make sure that appropriate content is shown to an appropriate audience. You should use the ‘adult’ attribute to indicate that individual items will be considered “adult.”

The adult status assigned to your product listings through the ‘adult’ attribute affects where product listings can show. For example, “adult” product listings aren’t allowed to be shown in certain countries or to a certain audience.”

One way to reduce processing time for a feed is to divide the group of products into multiple data feed segments. Do not submit a new feed every day if there are no changes to your product. Do not create a brand new Merchant Center Account. And do not avoid updating your feed even if there is only one change.

If you wish to indicate in a feed that a product is on sale for a limited time you should use the ‘sale price’ attribute.  It is not best practice to update the description of the item; upload the same item twice; or include SALE in the title of the item.

Best practices for reducing processing time for a new feed include dividing the products into multiple data feed segments.  The following are not best practices: uploading both xml and csv for the same products; submitting the feed at midnight; or Creating a new Google Merchant Center account for each new AdWords campaign.


Question:  Suzie owns an clothes shop and has decided to sell her products online. When Suzie creates a Google Merchant Center data feed, what unique product identifiers will be accepted?

Answer: ‘gtin’ and ‘brand’

Question: What’s the best way to indicate in a feed that a product is on sale for a limited time?

Answer: Use the ‘sale price’ attribute

Question: What is a best practice to reduce the processing time of a new feed?

Answer: Divide the group of products into multiple data feed segments

Question: When preparing to submit a new data feed, you should:

Answer: Submit a test data feed

Question: The attribute ‘identifier exists’ and value ‘FALSE’ should be used for:

Answer: Custom-made clothing

Question: To maintain an active data feed, you must update the feed every:

Answer: 30 days


Chapter 7: Budget and Bid Management

If your daily budget is being reached in the early afternoon to increase traffic you should increase the budget cap to the campaign. Increasing the Max CPC isn’t going to help since it is the budget you are worried about. Removing underperforming items isn’t going to help.

If you want to increase traffic for brands located in your “All products” group you should subdivide by brand and set more competitive bids for the brands individually. In this case you are trying to drive more traffic to what you know works.

Campaign priority can be used to tell Google which bid to use when the products are located in multiple campaigns. This is extremely useful if you have multiple sales for the same items.

G: “Use the optional campaign priority setting when you have multiple campaigns advertising the same product and you want to determine which campaign (and its associated bid) will be used when ads for these products show. By default, every campaign is set at the “Low” priority level. When the same product is included in more than one “Low” priority campaign, the campaign with the higher bid will be eligible for the ad auction. However, when you choose a higher campaign priority for a campaign, the priority level — not the bid — determines which campaign is eligible when the same product is included in more than one campaign.”

You can use Enhanced ECPC Bidding when you want to optimize bids for converted clicks.

G: “Enhanced cost-per-click (ECPC) is a bidding feature that raises your bid for clicks that seem more likely to lead to a sale or conversion on your website. That helps you get more value from your ad budget.”


Question:  How should Chris estimate how a different bid amount would impact his shop’s online traffic?

Answer: Use the Bid Simulator tool

Question:  Multi-client accounts (MCAs) in Google Merchant Center allow advertisers to easily:

Answer: Manage multiple domains with a single sign in

Question:  Jane is planning to add a popular brand of watches to her online shop. To help differentiate her products from her competitors, Jane should do which of the following:

Answer: Use promotional text to highlight any deals

Question:  Peter has finished subdividing the product groups in one of his Shopping campaign’s ad groups. What bid should Peter not use for the remaining “everything else in all products” product group?

Answer: A bid of zero

Question:  In order to offer products in different countries, you should:

Answer: List the products in the local language

Question:  Enhanced cost-per-click (ECPC) bidding should be used to:

Answer:  Optimize bids using converted clicks

Question: If Sam doesn’t enable conversion tracking for his Shopping campaigns, which bidding option below will be available to him?

Answer:  Maximum cost-per-click (max. CPC) bidding

Question: Why is it a best practice to set a bid for the “everything else in all products” product group?

Answer:  To include items not part of other product groups in your campaign


Chapter 8: Optimizing the Account

Bench Marks are useful for seeing how well you are doing.

G: “Benchmarking data is available from your ad group’s Product groups and Dimensions tabs. Impression share data is available from your Campaigns, Ad groups, Product groups, and Dimensions tabs. Benchmarking data can help you see how other advertisers’ Product Listing Ads for similar products are performing. You can use this information to adjust your bids or campaign settings and improve performance. The competitive performance data you see is aggregated and averaged, so all performance data is anonymous.”

If your bench marks are not showing up it maybe a result of there not being enough comparable products from other advertisers. If you are not seeing bench marks it is NOT a result of reaching your daily budget limit; outbidding competitors; or not having enough products.

To optimize performance when traffic is increasing you should subdivide the product group and move the budget to the best performing products. In this case you are trying to filter the traffic.

When you want to see the impact a different bid may have you can use the Bid Simulator tool.  This will tell you how increasing or decreasing a bid affects your traffic.


Question:  You’re currently targeting all inventory in one campaign through an “All products” group. How should you find campaign optimization opportunities?

Answer: Segment performance by various shopping views in the “Dimensions” tab

Question: You should use multiple ad groups when you want to:

Answer: Set a different priority on bidding within the same Shopping campaign

Question: Vivian owns an art supply shop and traffic for her “painting” product group is increasing. What is one thing Vivian should do to optimise the performance of her painting products?

Answer: Subdivide the product group and move budget allocation to the best performing products

Question: Bob is seeing low traffic for one of his product groups and daily spend is low. What could he do to help increase impressions and traffic?

Answer: Increase bids on products groups

Question: Which AdWords campaign settings should Sarah choose in order to sell products to London residents only?

Answer: Set the location to London only

Question: What should Brian take into account when optimising the ‘title’ attribute for his new line of bicycles?

Answer: Include relevant attributes in the title such as brand, size and color

Question: Ryan’s shoe shop sells a variety of shoes. His “active shoes” campaign is reaching the daily budget cap by the early afternoon. What should Ryan do to get more traffic for his products?

Answer: Increase the budget cap of the campaign

Question: If a product doesn’t have an image available, you should:

Answer: Wait to submit the product until an image is ready

Question: Why can’t Ellen see any benchmark data for her new Shopping campaign?

Answer: There aren’t enough comparable products from other advertisers


Chapter 9: Creating an Ad

When you create a product image make sure to use a high quality image. It is NOT best practice to: cover the product in watermarks; display your website over the image; or include multiple variations of the product in one image.

If a product does not have an image you should substitute it with a placeholder image with a message such as “Coming Soon.” It is not best practice to not submit an image or submit a similar product.

If products are disapproved for incorrect pricing it may be due to the landing page price being different from the feed price. The following will not incur disapproval: a sale price being left blank; a product being out of stock; or shipping for products being free.

Titles are also very important.  When optimizing the title attribute make sure to include the brand, size, and color at the beginning of the title.  The following are not best practices: adding additional keywords at the end of the title; using special characters such as exclamation points; or including only the style of a product.

When creating the text for a promotional sale, you should highlight the special offer on specific products in the promotional text.  The following are not best practices: using text created from keyword insertion as promotional text; repeating words or phrases.


Question: According to Google Shopping Policies, what can be included in promotional text?

Answer: Text created from keyword insertion

Question: For a Shopping campaign, you can use AdWords to:

Answer: Manage and validate a website URL

Question: Ben is creating product images. A common best practice is to:

Answer: Ensure that all images are high-quality


Chapter 10: Selling Custom Goods

If you sell vintage goods and custom artwork and do not have the typical unique product identifiers you can put ‘false’ in the identifier exists’ attribute.  You should not randomly fill out either the gtin attributes with random numbers.

The attribute ‘identifier exists’ and value ‘FALSE’ should be used for custom clothing.

If you are selling antique goods you should use the exemption attribute ‘identifier exists.’

If you sell internationally you want to list the products in the local language.  It is not a good idea to use the same landing page globally or use one feed for all products.  Also keep in mind that the price doesn’t have to be in USD.

Question:  Brian is expanding his shop to include antique goods. What should he do if there isn’t a unique product identifier available?

Answer: Use the exemption attribute ‘identifier exists’


Chapter 11: Managing Your Merchant Account

If you are selling a product that falls into two categories you should include both categories in the attribute. It is not best practice to include one category; it is not best practice to use the label attribute; and it is not best practice to submit the product twice using a different category for each submission.

Another frequently tested subject is Campaign Priority. Use Campaign Priority when you have multiple campaigns advertising the same products.

G: “Use the optional campaign priority setting when you have multiple campaigns advertising the same product and you want to determine which campaign (and its associated bid) will be used when ads for these products show.”

If you want to sell only to California you should set the country of sale to the United States and location to California.

If there is an account warning Google will contact via EMAIL both the Google Merchant Center technical contact and primary conduct.

If you wish to provide free shipping to a small group of products you can update the shipping attribute to a fixed delivery price of 0 for only the products that you want to offer free shipping to.

You can lose your claimed URL if another authorized website owner verifies and claims the URL.

G: “If another authorized owner of the website in question successfully verifies and claims the website URL, you will lose the claim and will be notified by email.”


Chapter 12: Questions with Answers


*Explanations coming soon.


Sally is promoting her online store that sells vintage goods and custom artwork. what does she need to include for unique product identifiers?

Submit ‘1’ as the ‘mpn’ attribute

Put ‘false’ in the ‘identifier exists’ attribute

Put ‘unavailable’ in the ‘gtin’ attribute

Submit a randomly generated number in the ‘gtin’ attribute

Correct Answer: Submit a randomly generated number in the ‘gtin’ attribute

 

Product groups are eligible for the bid simulator:

Once a Budget cap has been reached for a product group

Once the average cost-per-click(avg.CPC) is close to the maximum cost-per-click(max.CPC)

Anytime after a product group is created in a shopping campaign

When product listing ads have been included in enough auctions or accrued enough impressions

Correct Answer: When product listing ads have been included in enough auctions or accrued enough impressions

 

You would choose to advertise on the Google Search Network if you wanted to:

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

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

choose the types of websites where you want your ads to show

reach customers browsing websites related to your business

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

 

Nicole’s analysis shows that 5 brands currently in her “All products” group are performing especially well. What can she do to capture more traffic on these valuable brands?

Change the campaign priority to “high”

Set her budget to “accelerated” delivery

Subdivide by brand and set more competitive bids for the brands individually

Increase her “All products” bid

Correct Answer: Subdivide by brand and set more competitive bids for the brands individually

 

Product Listing Ads can be targeted to:

Only countries where Google.co.uk/shopping is available

North America

only Select countries, listed in Google Merchant Center and AdWords Help Centers

All countries where AdWords is available

Correct Answer: only Select countries, listed in Google Merchant Center and AdWords Help Centers

 

Which is a reason why Annie’s Google Merchant Center account would get suspended?

She is only selling used products

Her website doesn’t have a mobile version

Her landing pages lead to error messages or non-existent pages

She’s only been updating her data feeds every 10 days

Correct Answer: Her landing pages lead to error messages or non-existent pages

 

How are product groups used in Shopping campaigns?

To bundle items sold as a package, like a camera and tripod stand

To bid on organized inventory in an ad group

To organize products within a data feed

To create a list of keywords used to target Product Listing Ads to shoppers

Correct Answer: To organize products within a data feed

 

 Suzie owns an clothes shop and has decided to sell her products online. When Suzie creates a Google Merchant Center data feed, what unique product identifiers will be accepted?

‘gtin’ Only

‘mpn’ and ‘gtin’

‘gtin’ and ‘brand’

‘brand’ Only

Correct Answer: ‘gtin’ and ‘brand’

 

You’re currently targeting all inventory in one campaign through an “All products” group. How should you find campaign optimization opportunities?

Understand which creatives perform best in the “Ads” tab

Segment performance by various shopping views in the “Dimensions” tab

See query-level product performance in the “Keywords” tab

Check impressions for each product in Merchant Center

Correct Answer: Segment performance by various shopping views in the “Dimensions” tab

 

Brian is expanding his shop to include antique goods. What should he do if there isn’t a unique product identifier available?

Include the word “antique” in the titles of all products

Leave all unique product identifiers blank

Use the exemption attribute ‘identifier exists’

Add ‘unique’ to the ‘brand’ attribute

Correct Answer: Use the exemption attribute ‘identifier exists’

 

 How should Chris estimate how a different bid amount would impact his shop’s online traffic?

Check the “Diagnostics” tab in Google Merchant Center

Use the Bid Simulator tool

Review the benchmark cost per click (CPC) information in AdWords

Download campaign performance data

Correct Answer: Use the Bid Simulator tool

 

You should use multiple ad groups when you want to:

Set a different priority on bidding within the same Shopping campaign

Use a different bid modifier for products in the same Shopping campaign

Link products from a different Merchant Center account

Target a different country within the same Shopping campaign

Correct Answer: Set a different priority on bidding within the same Shopping campaign

 

 Michael was notified that his products were disapproved due to incorrect prices. Which of the following may have caused the disapproval?

The availability for the products are listed as ‘out of stock’

A ‘sale price’ attribute is blank

The delivery rates for the products were updated to £0.00

The landing page price is different from the feed price

Correct Answer: The landing page price is different from the feed price

 

 How can Helen provide free delivery for a small group of promotional products?

Set the default delivery for all products to a flat rate of £0.00

Add “Free delivery” to the Shopping campaign promotional text

Remove all delivery options from the Google Merchant Center account

Update the ‘delivery’ attribute to a fixed delivery price of £0.00 for only the promotional products

Correct Answer: Update the ‘delivery’ attribute to a fixed delivery price of £0.00 for only the promotional products

 

Vivian owns an art supply shop and traffic for her “painting” product group is increasing. What is one thing Vivian should do to optimize the performance of her painting products?

Subdivide the product group and move budget allocation to the best performing products

Add promotional text that says “Best selling” to the ad group

Increase the maximum cost-per-click (max. CPC) bid for all products

Update the inventory by removing certain products

Correct Answer: Subdivide the product group and move budget allocation to the best performing products

 

Bob is seeing low traffic for one of his product groups and daily spend is low. What could he do to help increase impressions and traffic?

Add negative keywords to the product group

Add a promotional message to his ads

Increase the campaign’s daily budget

Increase bids on products groups

Correct Answer: Increase bids on products groups

 

Shopping campaigns use:

Ads promoting local and nearby services

A combination of text ads and Product Listing Ads formats

Product Listing Ads created from product data in Google Merchant Center

Keyword-targeted rich media ads

Correct Answer: Listing Ads created from product data in Google Merchant Center

 

  Campaign priority should be used when:

You have multiple sales to promote within the same campaign

You have multiple campaigns advertising the same products

You want to lower the bid for a product group

You want to separate your inventory by brand

Correct Answer: You have multiple campaigns advertising the same products

 

What’s the best way to indicate in a feed that a product is on sale for a limited time?

Update the description of that specific item

Include “SALE” in the title of the item

Upload the same item twice, once with a lower price

Use the ‘sale price’ attribute

Correct Answer: Use the ‘sale price’ attribute

 

Multi-client accounts (MCAs) in Google Merchant Center allow advertisers to easily:

Combine reporting on all data feeds across domains

Share products between accounts

Manage multiple domains with a single sign in

Access multiple AdWords accounts

Correct Answer: Manage multiple domains with a single sign in

 

Which AdWords campaign settings should Sarah choose in order to sell products to London residents only?

Set the either country of sale to United Kingdom or location to London

Set the country of sale to United Kingdom only

Set the both country of sale to United Kingdom and location to London

Set the location to London only

Correct Answer: Set the location to London only

 

According to Google Shopping Policies, what can be included in promotional text?

Product information taken from the data feed

Repetition of words and phrases

Text highlighting a special offer on specific products

Text created from keyword insertion

Correct Answer: Text created from keyword insertion

 

What should Brian take into account when optimizing the ‘title’ attribute for his new line of bicycles?

Include the bike style name only

Use special characters such as exclamation marks

Include relevant attributes in the title such as brand, size and color

Add additional keywords at the end of the title

Correct Answer: Include relevant attributes in the title such as brand, size and color

 

Merchants use Google Merchant Center for which purpose?

Set campaign priority

Manage Shopping campaign bids

Upload product data through feeds or an API

Set mobile bids on specific products

Correct Answer: Upload product data through feeds or an API

 

Catherine is preparing to release a new line of toys that’s currently available for pre-order only on the landing page. Why is Catherine’s data feed getting disapproved for incorrect availability?

The ‘availability’ attribute is set as ‘preorder’

The ‘availability’ attribute is set as ‘out of stock’

The ‘availability date’ attribute is set as the toys’ release date

The ‘availability’ attribute is set as ‘in stock’

Correct Answer: The ‘availability date’ attribute is set as the toys’ release date

 

Ricky is an online golf equipment merchant who just created a new Google Merchant Center account. When Ricky creates his first data feed, he must add unique product identifiers for his products. Which combination of ‘gtin’, ‘mpn’ and ‘brand’ is valid?

Both ‘gtin’ and ‘mpn’ must be included

Two identifiers from ‘gtin’, ‘mpn’ and ‘brand’ must be used

Only ‘brand’ is required

Only ‘mpn’ is required

Correct Answer: Two identifiers from ‘gtin’, ‘mpn’ and ‘brand’ must be used

 

Which is a required attribute when submitting a product to Google Merchant Centre?

Title

Availability date

Additional image URLs

Mobile landing page URL

Correct Answer: Title

 

Peter has finished subdividing the product groups in one of his Shopping campaign’s ad groups. What bid should Peter not use for the remaining “everything else in all products” product group?

A bid of zero

A bid lower than the subdivisions

A bid that’s the average of the subdivisions

Continue subdividing until there are no products in this group

Correct Answer: A bid of zero

 

What information do you need to enter in Google Merchant Center to create a Shopping campaign?

Local business data feed

Promotion text

Business address

Verified and claimed website URL

Correct Answer: Verified and claimed website URL

 

Ryan’s shoe shop sells a variety of shoes. His “active shoes” campaign is reaching the daily budget cap by the early afternoon. What should Ryan do to get more traffic for his products?

Increase the budget cap of the campaign

Increase the maximum cost per click (max. CPC) for all product groups

Lower the maximum cost per click (max. CPC) for all product groups

Remove underperforming items from the inventory

Correct Answer: Increase the budget cap of the campaign

 

 What is a best practice to reduce the processing time of a new feed?

Upload both xml and csv files of the same products

Submit the feed at midnight

Create a new Google Merchant Center account for each new AdWords campaign

Divide the group of products into multiple data feed segments

Correct Answer: Divide the group of products into multiple data feed segments

 

Which devices can Product Listing Ads appear on?

Tablets and desktops

Mobile phones and desktops

Mobile Phones

Tablets,mobile phones and desktops

Correct Answer: Tablets,mobile phones and desktops

 

When preparing to submit a new data feed, you should:

Submit a test data feed

Include all items in your inventory

Give all feeds the same name for consistency

Submit multiple feeds to process everything at once

Correct Answer: Submit a test data feed

 

 What does impression share indicate about a product group?

It predicts your product group’s future impressions

It shows how many impressions your product group has received divided by the estimated number that it was eligible to receive

It provides an average benchmark of all similar products from other retailers

It shows your product group impressions relative to other product groups in the same campaign

Correct Answer: It shows how many impressions your product group has received divided by the estimated number that it was eligible to receive

 

The attribute ‘identifier exists’ and value ‘FALSE’ should be used for:

Items as part of a bundle

Used electronics

Custom-made clothing

New books for pre-order

Correct Answer:  Custom-made clothing

 

 To maintain an active data feed, you must update the feed every:

30 days

1 year

24 hours

6 months

Correct Answer: 30 days

 

 Matt is preparing for his shop’s big holiday sale. What should Matt do to make sure that the products that are on sale are organised on Google Shopping?

Use a custom label to denote items included in the holiday sale

Add “holiday sale” to the ‘title’ attribute of all items

Change the ‘brand’ attribute of sale items to “holiday”

Classify the products under the “holiday” Google Product Category

Correct Answer: Classify the products under the “holiday” Google Product Category

 

 In Google Merchant Center, a target country is the country where:

The products are sold and will be delivered to

The retailer is located

The products are manufactured

The products are delivered from

Correct Answer: The products are sold and will be delivered to

 

 Marie’s new camera product falls into two different Google product categories. What should she use for this attribute?

Use the ‘custom label’ attribute

Submit the product twice using a different category each time

Include both categories in the attribute

Include only one category

Correct Answer: Include only one category

 

 In order to offer products in different countries, you should:

Use the same landing pages globally

Always set prices in GBP

List the products in the local language

Use one feed for all products

Correct Answer: List the products in the local language

 

Google Merchant Center can be used to:

Manage delivery settings for a shop

View competitive benchmarks for Shopping campaigns

Update mobile bids for products

Set campaign priority for products

Correct Answer: View competitive benchmarks for Shopping campaigns

 

For a Shopping campaign, you can use AdWords to:

Manage and validate a website URL

Upload additional product images

Manage ad group bids

Submit product information

Correct Answer: Manage and validate a website URL or

 

 Custom labels can be a great way for you to:

Identify the delivery method used for your products

Subdivide products into specific product groups in AdWords

Tell Google Merchant Center what products to avoid when uploading data

Set the country in which your products will be sold

Correct Answer: Subdivide products into specific product groups in AdWords or

 

Which email contact does Google use to notify merchants about account warnings?

Google Merchant Center technical contact

AdWords primary contact

Both Google Merchant Center technical contact and primary contact

Google Merchant Center primary contact

Correct Answer: Google Merchant Center technical contact

 

Ruth is going to sell products that Google considers adult-oriented. How should she label her content?

Identify products using the ‘adult’ attribute and in Google Merchant Center settings

Mark ‘adult’ in a separate custom label attribute as part of the data feed

Include the text “adult” in the product description

Email the support team through the Google Merchant Center Help Centre

Correct Answer: Mark ‘adult’ in a separate custom label attribute as part of the data feed

 

 Enhanced cost-per-click (ECPC) bidding should be used to:

Drive engagement with product brand

Bid for a target cost-per-acquisition (CPA)

Increase total impressions

Optimize bids using converted clicks

Correct Answer: Optimize bids using converted clicks

 

If a product doesn’t have an image available, you should:

Submit a full color version of your shop’s logo

Submit a placeholder image with a message, such as “Coming Soon”

Submit an image of a similar product

Wait to submit the product until an image is ready

Correct Answer: Wait to submit the product until an image is ready

 

 To subdivide products in Shopping campaigns using your own set product structure, you should use:

AdWords labels

Custom labels

Starred items

Multiple data feeds

Answer is –custom labels

 

 You can use campaign priority to:

Have Google prefer certain inventory in query matching and ad serving

Tell Google which campaign’s bid to use for a product when the same product is included in multiple campaigns

Speed up how fast a campaign’s budget is spent throughout the day

Make your Product Listing Ads more competitive in the auction

Correct Answer: Tell Google which campaign’s bid to use for a product when the same product is included in multiple campaigns

 

 How can you lose your claimed URL?

Another authorized owner of the website successfully verifies and claims your website URL

You remove all data feeds from your Merchant Center account

Your claimed URL authorization expired from Webmaster tools

Your website is updated but includes the same identifying Meta tag or HTML file

Correct Answer: Another authorized owner of the website successfully verifies and claims your website URL

 

 Which can you sell on Google Shopping?

Business services such as plumbing or locksmithing

Used goods

Hotel and travel fares

Residential property

Correct Answer: Used goods

 

Google Merchant Center is used to:

Host website images

Submit product information

Manage bidding for Shopping campaigns

Monitor the performance of Shopping campaigns

Correct Answer: Submit product information

 

 At which level can you add promotional text to Product Listing Ads?

Product group

Ad group

Campaign

Both ad group and product group

Correct Answer: Product group

 

May is in the process of expanding her shop to support more territories. May’s Google Merchant Center account was suspended after adding new data feeds. Why was her account suspended?

The data feed includes products with the availability status “out of stock”

The data feeds weren’t updated for 10 days

The ‘delivery’ attributes for a small number of items have different pricing from the default delivery at the account level

The language on the landing pages doesn’t match the language of the target country

Correct Answer: The language on the landing pages doesn’t match the language of the target country

 

 If Sam doesn’t enable conversion tracking for his Shopping campaigns, which bidding option below will be available to him?

Target cost-per-acquisition (target CPA) bidding

Maximum cost-per-acquisition (max. CPA) bidding

Enhanced cost-per-click (ECPC) bidding

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

Correct Answer: Maximum cost-per-click (max. CPC) bidding

 

Why can’t Ellen see any benchmark data for her new Shopping campaign?

She doesn’t have enough products in the campaign to compare to others

Her campaign has reached its daily budget limit

She is already outbidding her competitors

There aren’t enough comparable products from other advertisers

Correct Answer: There aren’t enough comparable products from other advertisers

 

Google Merchant Center is used for:

Setting up campaign bidding priorities

Editing your Shopping campaign’s product groups

Uploading product data feeds

Managing conversion tracking

Correct Answer: Uploading product data feeds

 

You can use custom labels in a product data feed to:

Provide additional description information for shoppers in search results

Add supplemental image URLs Submit product brand descriptions

Tag products that you’d like to group in a Shopping campaign by values of your choosing

Correct Answer: Tag products that you’d like to group in a Shopping campaign by values of your choosing

 

 Jane is planning to add a popular brand of watches to her online shop. To help differentiate her products from her competitors, Jane should do which of the following:

Use promotional text to highlight any deals

Change the price on the ad to be lower than the actual product price

Include her shop name on all watch images

Include bundled accessories in the product image

Correct Answer: Use promotional text to highlight any deals

 

When creating a file to upload to Merchant Centre, what format is accepted?

Google Document File

Database File

Tab Delimited File

Format Excel File Format

Correct Answer: Tab Delimited File Format

 

What does Google Merchant Center use as the primary way to contact users with important messages, such as feed disapprovals?

Messaging in AdWords overview page

Messaging in Google Merchant Center overview page

Automated phone messages to account owner

Email contacts listed in account settings

Correct Answer: Email contacts listed in account settings

 

 Ben is creating product images. A common best practice is to:

Display the merchant website name over all images

Include brand names in the images

Include all varieties of a product in one image

Ensure that all images are high-quality.

Correct Answer: Ensure that all images are high-quality

 

Why is it a best practice to set a bid for the “everything else in all products” product group?

To be able to have one product group for mobile devices

To control the websites on which your Product Listing Ads appear

To make it easier to target a location for certain products

To include items not part of other product groups in your campaign

Correct Answer: To include items not part of other product groups in your campaign

 

Product Listing Ads should be used for:

Driving phone calls to a business

Promoting services

Promoting brands

Promoting products online

Correct Answer:  Promoting products online


Chapter 13: Questions without Answers


*Build Your Own Study Guide


What are tip for optimizing a TrueView video ad campaign?

What is an example of a managed placement for a TrueView in-stream ad?

A TrueView in-stream ad view is counted when a viewer when?

What is the maximum number of targeting groups you can create in an AdWords for video campaign?

What does average view frequency measure?

What are the targeting options for mastheads?

To run a TrueView video ad, the video must be uploaded to what?

Which of the following is true when creating a targeting group for an AdWords for video campaign?

An advertiser is charged for a TrueView in-display ad when a viewer does what?

What is used for AdWords for video campaigns?

What do earned actions measure?

Why is average view frequency important to measure?

Where would a call-to-action (CTA) overlay show?

With YouTube Analytics, you can track metrics using what?

What is the view-through rate (VTR) of a campaign that has received 10,000 impressions and 900 views, and a channel that has received 200 subscriptions?

What type of ads can show on YouTube search results before they’re approved, but can’t run on the Search Network and Display Network until fully reviewed and approved?

In which TrueView format(s) can an advertiser use a companion banner?

A click on a companion banner does what?

Which ad rotation option cannot be used for AdWords for video campaigns?

On average, how long does it take for a video ad to get approved?

Which should be considered when analyzing campaign performance of different TrueView video ad formats?

Average video view duration metrics are accessible where?

With TrueView in-display ads, advertisers can target what?

What does linking an AdWords account to a YouTube account allow an advertiser to do?

What is masthead billing based on?

With TrueView in-stream ads, an advertiser pays when?

Which video ads can be created with AdWords for video?

Can more than one YouTube account can be linked to an AdWords account?

Can AdWords for video ads use private videos?

What type of ads can be created and managed through AdWords?

Can advertisers implement a code to use the remarketing feature on AdWords for video?

A TrueView in-display video ad needs to be what?

Can YouTube remarketing lists be used with standard text ads and display ads?

How can an advertiser set up AdWords conversion tracking for a TrueView in-stream ad campaign?

Is AdWords for video only recommended for branding?

Can TrueView in-stream ads and TrueView in-display ads be in the same AdWords for video campaign?

An advertiser who wants to ensure a specific reach for a specific price on YouTube should use what?

If an advertiser adds interest categories and topics to the same targeting group, then a TrueView ad will show what?

What are optional, clickable thumbnail images that appear next to TrueView InStream ads on YouTube called?

What is the most effective way to control the number of times a user sees an ad?

Which of the following can be targeted when building a mobile video masthead?

Using advanced campaign settings, YouTube remarketing, and call-to-action overlays (CTAs) are all tips for optimizing what?

What’s the maximum length a TrueView video ad can be?

What type of targeting enables advertisers to target specific websites, YouTube videos, and YouTube Partner channels with TrueView ads?

With TrueView in-stream ads, an advertiser pays when what happens?

TrueView in-display ads run where?

Can contextual targeting be used with AdWords for video?

Which remarketing lists can be used for a video campaign?

Why should a YouTube account be linked to a Google+ page?

Can advertisers use call-to-action overlays (CTAs) for free?

The best way to initiate a reserve buy is to do what?

What are creative best practices for a TrueView in-stream ad?

Advertisers can set bids per ad format by doing what?

TrueView in-stream ads can appear on where?

Which targeting methods can be used with TrueView ads?

What’s the difference between cost-per-click (CPC) bidding and cost-per-view (CPV) bidding?

Which is best practice for a successful TrueView in-stream ad?

Which devices can the advertiser target with a mobile video masthead?

How can an advertiser calculate the view-through rate (VTR) of an AdWords for video campaign?

Advertisers who want to pay only when a user watches their ad should use what type of bidding?

With a masthead, the advertiser can reserve what?

With AdWords for video, an advertiser can target what?

How is a user added to a video remarketing list?

Are IP address exclusion available for TrueView campaigns?

Viewers are added to an advertiser’s YouTube remarketing list when they do what?

Can Advertisers combine AdWords remarketing lists with a video remarketing list created in YouTube?

Can advertisers implement a remarketing tag for mastheads?

Is the standard banner size supported by YouTube 300×250?

To get full access to YouTube analytics, do you need to link your AdWords and YouTube accounts?

Where does the user land if they click a TrueView in-display ad?

Initial remarketing list size for AdWords for video campaigns includes users from the last how many days?

An advertiser who wants to target specific categories of video content on the Google Display Network (GDN) should do what?

Call-to-action (CTA) overlays are compatible with what?

You can see average video-view duration metrics where?

An advertiser is charged for a TrueView in-display ad whenever a viewer does what?

What should you consider when evaluating the performance of an advertiser’s TrueView campaign for brand awareness?

An advertiser can use a remarketing tag to target people who’ve done what?

TrueView in-stream ads can appear on:

Which of these formats can be booked cross-screen (mobile and desktop)?

TrueView in-display ads runs on which YouTube pages?

If someone clicks a TrueView in-display ad, where do they land?

What’s needed for an advertiser to set up a video ad campaign?

Can video ads appear in videos marked “Private” on YouTube?

A client who wants to advertise before, during, or after popular videos on the Google Display Network (GDN) should do what?

Video remarketing is a way to optimize what?

With TrueView in-stream video ads, does the advertiser pay when someone hovers their cursor over the ad for 5 seconds?

People are added to an advertiser’s video remarketing list when they do what?

TrueView in-display ads run where?

TrueView in-display ads run on which networks?

The most effective way to control the number of times someone sees an ad is by using what?

The standard companion banner size for TrueView in-stream ads on YouTube is what size?

If your client wants to pay only when someone views an ad, you should use what?

Which of the following remarketing lists can be used for a video campaign?

Linking a YouTube channel to a Google+ page lets you do what?

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