2017 Advanced Search Certification Guide

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The Search Advertising exam covers advanced concepts and best practices for creating, managing, measuring, and optimizing Search campaigns.

  • 120 minutes
  • 99 questions
  • 80% to pass

*Updated October 24th 2016 with more recent material.


 Chapter 1: Modifications

There are many types of modifications you can make to help your campaigns.

Product listing ads are well suited for e-commerce clients. They stand by themselves and are not considered traditional extensions. Managing the Product Targets, you can control listing the ads. The product listing ads appear on google.com result pages and via the Google Shopping pages. They look slightly different from a normal ad. Google encourages you to post more than one ad per search page. Typically listings have higher conversion rates than regular text-only does. This may do with the picture, price, and product description. Google suggests increasing bids to mobile devices and especially those who are physically near your physical store. To show this type of ad your AdWords must be linked to a Google Merchant Center account. The actual listing of the products is managed with the tab called “Auto targets.” Auto targets are available by clicking on Google’s merchant center. They allow you to determine which Merchant Center products to display and to set bids to each. There are also filter options.

Location extensions are for people who have a physical location and want to post their address. Ads will only be served to people who are in the area you specify. It is a subset of interested people in a specified location. Locations can show on Google’s search network as well as Google maps. User Location is determined by people physically in the area. Location of interest is for people not physically in the area but searching for the location (perhaps for vacation). Location extensions default to the entire campaign. You can set it to the ad group level. Location insertions target city, postal code, and phone numbers. The benefit of a location extension is that it improves the ad in the eyes of the viewer. To create this extension you should go to Google Places which is a business directory. If you are the owner of a business you can claim a listing and edit your business details. Each campaign will require you to match the location extension with the campaign settings. If you do now want to open a Google Places account there is the option of manually entering an address and adding the business image.

Call Extensions which are nick named Click to Call are very similar to mobile location extensions. Both are triggered by a place and include phone numbers. A Call Extension however shows on normal ads with a “call” button. Call Reporting allows you to know the duration of the call, type of device, and other PPC indicators. Call-only applies to mobile that includes CPC bidding. The URL will be replaced by a phone number. The idea is to send customers to a phone number rather than a website. Most types of phone numbers are eligible. The price for a call is the same as it is for a click. AdWords will display the number of impressions and clicks you receive. You can use Call Metrics to help you understand what to do better. The minimal price however is set to 1 dollar.

Seller Rating Extensions allow products and services to be rated. The rating will appear in the search. They are about the experience rather than the product. To be eligible for this type of extension you will have to have at least thirty unique reviews in the last twelve months with an average of 3.5 rating. There is no optimization for this type of extension. Review extensions allow third parties to give you an endorsement. This is helpful because it allows viewers to see third party quotes about your product or service. And although review extensions can be run at both the campaign and ad group level, Google prefers them at the campaign level.

Sitelink extensions present viewers with the most popular pages on the site and target the domain rather than a landing page. Sitelink extensions work for both the campaign and the AdWords  level. The URLs submitted must be different pages from the same domain. Sitelink is especially well suited for special promotions. Sitelink displays for only top ranked ads. Sitelink is composed of a display URL and a destination URL. You can have up to ten sitelinks for each campaign. However the max display on a result page is only six. If you have more than six, google will randomly select which links appear. There are three sitelink types: two and three lined, one line, and embedded format.

Dynamic search ads can save time. They are a keyword-less. AdWords scans the content of the site to determine what search terms should trigger the ad. Google does an organic index to determine relevant searches. Dynamic searches are meant for people who don’t have enough time or are looking to display a lot of products. The idea is to target traffic that is not being targeted by keywords. You will need to pre-write the description line. The search determines what ad the viewer sees. Dynamic Keyword Insertion automatically places a tag in the ad text. When a keyword triggers it will appear in the ad. To use Dynamic Keyword Insertion you will need to add a tag. The tag can be place anywhere in the ad text.


Question: What can developers use to directly interact with AdWords servers?

Answer: AdWords API.

Question: What does AdWords API do?

Answer: It provides additional tools and applications to manage AdWords.

Question: What is the Search Network?

Answer: It is a group of search related websites your ad can appear.

Question: What are enhanced Dynamic Search Ads?

Answer: They give you the ability set bid adjustments by a percentage depending on where the ad is shown.

Question: Who should use Dynamic Search Ads?

Answer: Comparison shopping an affiliate.

Question: When would you use a location extension?

Answer: When you wish to merge your business address and phone number with your ad text.

Question: Mobile ads will only appear on devices that have what type of browser?

Answer: WAP.

Question: Dynamic search ads would be most helpful for…

Answer: A local restaurant with a dynamically changing menu that offers fresh new entrees every few months.

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

Answer: (Avg Revenue per Order) * (Profit Margin)

Question: Which is the next stage of detection in an AdWords accont, if Googles automatic filtering system does not successfully remove all potentially invalid clicks?

Answer: Proactive offline analysis by the Google Ad Traffic Quality Team.

Question: At which level of an AdWords account can an advertiser make changes to network and location targeting settings

Answer:  Campaign

Question: Information an advertiser would find in the Change History tool would be?

Answer:   Adjustments made to the daily budget.

Question: The purpose of a developer or authentication token is to track:

Answer:    Application Programming Interface (API) usage.

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

Answer:    (Averaage deal value) * (10%) * (115%)

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

Answer:    “Lets start by verifying our campaign is profitable, then test different CPA tarets to find which maximizes total profit.”

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

Answer:    Allocate the set marketing budget across dedicated branding campaigns. Create a separate campaign that can extend its daily budget after profitability is achieved.

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

Answer:    Filtered out of the account before they accrued cost.

Question: Which AdWords feature is compatible with Conversion Optimizer

Answer:   Enhanced CPC


 Chapter 2: Ad Site & Quality

Landing pages are an important consideration when improving the quality of search ads. First you have to figure out what your end goal is. Sometimes it’s something other than convincing someone to buy. Next you will need to figure out who “someone” is. Things to look at include location, interest, age, and engagement level. Third you should create a landing page for each ad group. This helps Google analytics and client reports. You should not try to drive traffic to the home page and hope they will find the correct sign up page. Make it as simple as possible for them to convert.

The actual landing page should have a call to action. It should be simple and clean. You want to include only the minimal information necessary to get a conversion. The main point of the landing page is to convince the viewer to convert. In addition you should make multiple landing pages and test them against one another. Make sure you run the test for a long enough time to be statistically relevant. You can use Google experiment to test.

The quality score of a landing page is important because Google wants to promote websites and landing pages that are relevant. The three quality factors Google is concerned about are whether it is relevant/original, transparent, and easy to navigate. In addition to pleasing Google, these three factors also help with actual conversions. Google has a list of landing page guidelines which includes usability and a fast load time.


Question: What determines Ad position?

Answer: Ad Rank.

Question: How can you determine who changed what?

Answer: Change History Tool.

Question: How is landing page experience determined?

Answer: Relevant and original content, Transparency, and Ease of Navigation.

Question: If an ad is disapproved what should you do?

Answer: Make necessary changes. It will automatically be reviewed again.

Question: Is using 4 to mean “for” a violation of policy?

Answer: Yes.

Question: Can you do automatic bidding with Display Network only –Mobile apps”?

Answer: No.

Question: Are discounts a violation of advertising policies?

Answer: No. They are encouraged.

Question: Does the Ad “C if our product is 4 U” violate policy?

Answer: Yes.

Question: Is Buy, Call Today, Sign Up good call to actions?

Answer: Yes.

Question: Should you create and run reports on performance regularly?

Answer: Yes.

Question: What does Conversion Optimizer do?

Answer: It helps with bidding and budgeting.

Question: Does AdWords have Destination URL performance, Dynamic Search Ads performance, and Geographic Performance?

Answer: Yes.

Question: Is using symbols a good idea?

Answer: No.

Question: Does lower ad position mean fewer clicks?

Answer: Yes.

Question: Can you use comparative or subjective terms like best?

Answer: Yes if your website display third party verifications of the claim.

Question: What is a simple improvement for an ad?

Answer: Including Keywords in the ad text.

Question: Is using the phrase “Recommended by Google” allowed?

Answer: No.

Question: What are dynamic search ads?

Answer: Ads that target relevant searches with ads generated from your website.

Question: Will the following ad be approved: “Click here now!!”

Answer: Yes.

Question: How should advertisers use their websites to help them structure their accounts?

Answer: Organize ad groups and campaigns to reflect the layout of the website.


 Chapter 3: AdWords Tools

Google considers AdWords Editor so important that it has a large section about it. You will need to download the editor. The editor allows you to work on AdWords without having to be online. It gives you the most recent copy of AdWords and allows you to change AdWords even if you are not online. This allows you to work anywhere. Editor has most of the components working online does. You can also work together with other managers by leaving notes. Editor also provides tools such as “Keyword Grouper” and “Find duplicate keyword.”


Question: What tool should you use to determine when your advertisements run?

Answer: Scheduling tool.

Question: The IP Exclusion tool allows advertisers to:

Answer: Prevent specific IP addresses from seeing their ads.

Question: What tool should you use to break up keywords by groups of related terms?

Answer: Keyword Grouper.

Question: What tool should you use to combine lists of terms into a new keyword list?

Answer: Keyword Multiplier.

Question: What error prevents posting?

Answer: Red Circle.

Question: What is exact match impression share?

Answer: It is the percentage of impressions that your campaign receives for searches exactly matching the keyword divided by the estimated number of exact match impressions you could have received.

Question: How can you find keywords based on URL?

Answer: Search based keywords.

Question: What does Google use to determine invalid clicks?

Answer: Automated algorithms and manual analysis.

Question: What does a red circle mean in AdWords Editor?

Answer: There is an error.

Question: In AdWords Editor if you wish to see items with comments where do you find this?

Answer: View menu, Items with comments.

Question: What does a green circle mean?

Answer: It means it passes AdWords Editor but hasn’t been posted.

Question: What does a pushpin icon mean?

Answer: It means the item has a comment.

Question: Which two tools can help you get keyword ideas and organize keywords?

Answer: Keyword Grouper and Keyword Opportunities.

Question: What can you learn from Geographic Performance Review?

Answer: Geographic, User location.

Question: What is the benefit of using AdWords tools?

Answer: Save time and improve ROI.

Question: Can you add comments when you make changes on AdWords Editor?

Answer: Yes.

Question: Can you integrate AdWords data with other databases such as inventory systems?

Answer: No.

Question: How can you leave a comment on an item in AdWords Editor?

Answer: Select the item in Editor and click Add comment at the bottom of the tab.

Question: What does traffic estimator do?

Answer: It predicts the average cost per click for your keyword.

Question: What is Auto-tagging?

Answer: You can use it to track the performance of keywords.

Question: What is the best way to edit the entire destination domain?

Answer: Using AdWords Editor with the Advanced Editing Tools and Advanced URL change option.

Question: What tool would you use to automatically adjust your bids on certain days?

Answer: Ad Scheduling.

Question: What scale does Google use to determine Quality Score?

Answer: 1 to 10.

Question: When would you use the Keyword Opportunities tool?

Answer: When you want to find new keywords and add them to a preexisting or new ad group.

Question: What does the Keyword Planner tool do?

Answer: It provides keyword ideas and traffic estimates.

Question: What tools would you use if you have multiple AdWords accounts?

Answer: MCC, AdWords Editor, API.

Question: What does an unposted change look like in Editor?

Answer: Bold.

Question: What does a warning look like in Editor?

Answer: Yellow Circle.

Question: What is a unique combination of letters, numbers and characters called which identifies your AdWords API?

Answer: Developer Circle.

Question: What does the minus symbol mean in Editor?

Answer: Deleted Item.

Question: What does the Delta symbol mean in Editor?

Answer: Edited Item.

Question: What does the Plus symbol mean in Editor?

Answer: Added Item.

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

Answer: Targeted to Seattle, regardless of the users location as long as they are in the US.

Question:If multiple individuals make changes to one AdWords account, upon opening the account in AdWords Editor, they should

Answer: Click “get recent changes” in the tool bar (download recent changes).

Question: AdWords Campaign Experiments allow you to…

Answer: Test changes to your account for a portion of the auctions that your ads participates in.

Question: Business listings in Google Places can be:

Answer: Location extensions in AdWords.

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

Answer: Underwater camera case.

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

Answer: The cost is the same as a standard click on the ad.

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

Answer: AdWords API Sandbox

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

Answer:  Ad Preview and Diagnosis Tool

Question: What is a benefit of using the AdWords Application Programming Interface (API)?

Answer:  Advertisers can make dynamic changes to their AdWords accounts at scale.

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

Answer: Make strategic changes to the account to improve performance.

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

Answer:  Change History

Question: Which is a benefit of linking Google Places account to an AdWords campaign?

Answer:  Adding or updating addresses in Google Places automatically updates validated addresses used for ads

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

Answer: Run a keyword diagnosis for the keyword in question

Question: What kind of click volume increase is likely to be immediately filtered from an AdWords campaign

Answer: Automated Clicks.

Question: Which best describes the relationship between maximum cost-per-click (CPC) bids and Ad Rank

Answer: CPC bid is one factor that affects Ad Rank

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

Answer: The page on the site that displays only roses

Question: Which is a benefit linking a Google My Business account to an AdWords campaign?

Answer: Adding or updating addresses in Google My Business automatically updates validated addresses used for ads.

Question: Local Google+ pages created on Google My Business can be:

Answer:  Location extensions in AdWord.

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

Answer:  Set a location bid adjustment

Question: Which is a recommended best practice when creating a new mobile-preferred ad creative?

Answer: Use a mobile-optimized landing page


 Chapter 4: Performance

One of the ways Google suggests you can monitor your performance is by monitoring others. You can do this through the Analyze Competition Tool. The Tool allows you to compare competitor performance and see where you are among them. It can provide average position, CTR, and impressions. It uses categories and sub-categories to determine where your performance ranks. Depending on what sub-category you are placed in, you could see either a lot or a little competition. Google divides performance into five parts. It tells you what “fifth” you are part of. Using Competitive Range you have a good understanding of where you stand in the sub-category. Detailed Comparisons will allow you to limit the comparison to the fifth you find yourself in.


Question: Can your actual CPA be higher than the max CPA you set?

Answer: Yes.

Question: What type of ad can run on Google Search Pages, but can’t run on Search or Display Network until approved?

Answer: Eligible ads.

Question: What can the funnel visualization report help with?

Answer: If you have good CTR rates but want to identify where you are losing visitors on the way to conversion.

Question: What does giving a client read access mean?

Answer: It means that you can only browse the campaign.

Question: What should you open if you want to see instant insights?

Answer: Account Statistics.

Question: What happens if you display URL is longer than the Max Character Length?

Answer: Google will automatically shorten the length when the ad is shown.

Question: Using a multi-tiered MCC how many levels are possible?

Answer: 5

Question: Can you track invalid clicks?

Answer: Yes with account statistics.

Question: What is the max size of a report you can send through Gmail?

Answer: 2MB

Question: Can start dates for new budgets overlap with previously set up budgets?

Answer: No.

Question: Which approach to bidding is best suited to maximize profit?

Answer: Maximize ROI as a percentage.

Question: How can you move an account from one sub-MCC to a new sub-MCC?

Answer: From the top level MCC choose the name of the account you want to move and then click Change Client Manger. Choose the sub-level MCC where it should be moved and save.

Question: Where can you find Invalid click credits?

Answer: In the Billing Summary.

Question: Can a client see his own ad if the language and location targets do not target him?

Answer: No.

Question: What is the amount per click a client will be charged?

Answer: The lowest amount necessary to win that particular ad position.

Question: What does budget value mean?

Answer: It is the amount you spend on AdWords every day.

Question: Is your account associated with billing information?

Answer: No. Feel free to use your client’s.

Question: What can Administration Access do?

Answer: It can give account access and change access level.

Question: How is Ad Rank determined in search pages?

Answer: Google divides the Ad Rank of the ad showing beneath you by your Quality Score and then rounds to the nearest cent.

Question: Why would granting standard access to a client not be a good idea?

Answer: user can delete/disable the account.

Question: What does the line item called “Adjustment- Click Quality” mean?

Answer: It means you have been credited for clicks that were invalid.

Question: What is a paused or deleted campaign or ad group called?

Answer: Gray.

Question: What is the process of matching an ad to relevant sites based on content called?

Answer: Contextual targeting.

Question: Can a standard access user give account access or change another person’s access level?

Answer: No.

Question: Where should you look to determine the performance statistics of ads in display networks on specific websites?

Answer: Placement Performance Report.

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

Answer: Buy flower books.

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

Answer: Users in Switzerland are searching on Googles French domain.

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

Answer: AdWords editor

Question: What determines a keywords clickthrough rate (CTR)?

Answer:  Number of clicks divided by the number of impressions.

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

Answer:  A category page containing a variety of laptop computers.

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

Answer:  negative keywords such as -review or -comparison.

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

Answer: Ad Scheduling

Question: Which feature distinguishes location extensions from regional and customized campaign targeting?

Answer: Customized campaign targeting is required in order to enable location extensions.

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

Answer: Look at click patterns over time and rule out legitimate reasons for increased activity.

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

Answer: Consider increasing the bid or editing the keyword to improve Quality Score.

Question: What can be learned from a Search Funnel?

Answer: The series of steps a customer takes before completing a conversion, including information on ads, clicks, and other elements of your campaign.

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

Answer:  Keywords that are also included in the ad text.

Question: Which are key elements to keep in mind when optimizing a landing page for AdWords

Answer: Relevant and original content that clearly represents the business.

Question: Which approach to bidding is best suited to maximize profit?

Answer: Maximize ROI as a percentage.

Question: In order to differentiate ads from the ads of competitors, advertisers creating text ads should:

Answer: Include prices, promotions, and a call-to-action.

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

Answer: Clicks for their daily budget.

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

Answer: USD$0.70

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

Answer: 20-70% off LCD monitors

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

Answer: Use keyword matching options to help remove irrelevant searches.

Question: Which is a recommended action for new mobile preferred ad creative?

Answer:  Use a mobile-optimized landing page.

Question: Which can be specified at the campaign level?

Answer:  Network distribution.

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

Answer:  Profitable campaign, missing additional profitable conversions when budget limits exposure.


 Chapter 5: Conversions

Conversion Tracking is one of the most important tools for tracking. The point behind conversion tracking is to see which keywords are the best for your business. Because people have different goals, conversion tracking can be specific to said goals. Conversion tracking can show which keywords are working best for your campaign. This is important because it shows what people are actually searching for. They may be using weirdly worded keywords.

One of the most important things you should study is how to install the tracking code. First click on +Conversion and google will walk you through generating a custom tracking code and eventually copying it and pasting it. The tracking codes should be placed somewhere indicating the order is final. You would not want to put the tracking code on a home page because it would not indicate a conversion took place. A common mistake is to put the tracking into a footer or header. Tracking code should go in between body tags of the final page which indicates the user has converted.

Mobile conversions have two forms, the page conversion and the click to call conversion. The page conversion is similar and is your final page. The click to call conversion is when someone calls. The tracking should be placed in the same line of code the phone number is in. For an ad where the phone number is in multiple places, it should be placed in phone number. A click to call conversion does not necessarily mean a sale happened. All it means is that someone called.

Search Funnel is a technique where it determines which steps in the sales cycle can be improved. Through the Search Funnel reports you can see the conversion path. Perhaps you are driving traffic into the store and the reason no one is converting is due to an overly aggressive sales manager. Search Funnel will help you determine which step is hindering growth. A search funnel report will give you eight pieces of information: top conversions, assist clicks and impressions, assisted conversions, first click analysis, last click analysis, top paths, time lag, and path length.

Optimizing your conversion rate is important. Conversion Optimizer is a useful tool to achieve this. Google says Conversion Optimizer is better than the Enhanced CPC model. You can use Conversion Optimizer to raise or lower the CPA bid. Google wants you to set a maximum CPA bid and let them do the math. You can set a max CPA if you are worried about google spending too much money. Google encourages you to spend since setting the right CPA should mean you make money every acquisition. Conversion Optimizer is not suggested for newer campaigns. Google wants you to know the Conversion Rate could go down but the actual profit will be higher. A lower Conversion Rate doesn’t matter because you make more from volume of sales. The Conversion Optimizer evolves with the information it receives. It begins optimizing as soon as it has collected enough information.


Question: What is ROI?

Answer: Return on Investment.

Question: What should be the first thing you do when you start a new campaign?

Answer: Determine goals.

Question: What tool will adjust your CPC to get you as many profitable clicks as possible?

Answer: Conversion Optimizer.

Question: What it the default setting for new campaigns?

Answer: New campaigns are opted in the entire Google Network, Google search, search partners, and the Content Network.

Question: Does Google have exceptions for the number of AdWords a person can manage?

Answer: Under a MCC you can have multiple accounts.

Question: Should you use different bids for Search network and Display network when using Conversion Optimizer?

Answer: No.

Question: What do Negative Keywords do?

Answer: They block regular keywords from showing if there is an overlap between regular keywords and negative keywords.

Question: How can you create an embedded match keyword without showing up for exact match?

Answer: -[]

Question: What do you use to count multiple conversions for every ad click?

Answer: Conversions (many-per-click)

Question: What do you use to count only one conversion for every AdWords ad click?

Answer: Conversions (1-per-click)

Question: What is PageRank Technology?

Answer: It is when Google believes certain pages are more important and it puts those pages higher up the organic results.

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

Answer: A single conversion is made within 30 days following an AdWords ad click.

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

Answer: The advertiser has fewer than 15 conversions in the last 30 days.

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

Answer: Receive fewer conversions while paying more on average per conversionQuestion: What is Keyword Expansion?

Answer: It is when you generate keyword ideas on descriptive words or phrases.

Question: Does Google allow misspelling of keywords in Ad Text?

Answer: No.

Question: Does Google believe the phrase “Click Here” is a good call to action.

Answer: No.

Question: How is conversion rate calculated?

Answer: Total conversions divided by total clicks times 100.

Question: What is ROI?

Answer: Revenue minus cost divided by investment times 100.

Question: What is CTR Rate?

Answer: Clicks divided by impressions.

Question: What is CPA?

Answer: Total spend divided by total conversions.

Question: How is conversion valued estimated?

Answer: Average order value times profit margin times conversion rate.

Question: What is Max CPA?

Answer: Max CPC divided by conversion rate.

Question: How many IP addresses can be excluded?

Answer: 500

Question: How can you calculate conversion rates per ad?

Answer: Number of conversions divided by number of clicks on that ad.

Question: Can you calculate your Quality Score?

Answer: No. Actual Formula is unknown.

Question: Where should you paste the conversion tracking code?

Answer: Inside the body tags.

Question: What type of match generally as the highest CTR?

Answer: Exact Match.

Question: Ads are reviewed in how many days?

Answer: Usually 1 day.

Question: What is the best approach towards branding?

Answer: CPM.

Question: What should you do if you have a low Quality Score but have relevant ad text and ad groups?

Answer: Focus on landing page.

Question: Is having two ad groups with the same keyword a good idea?

Answer: No. You never want ad groups competing against each other.

Question: What are locations on the Display Network where your ad can appear called?

Answer: Placements.

Question: What are locations which are automatically matched to your keywords called?

Answer: Automatic Placements.

Question: How can you specifically chose which places you want your ads to appear?

Answer: Managed Placements.

Question: What should you do to increase clickthrough rate?

Answer: Focus on ad quality and use negative keywords to eliminate extra impressions.

Question: How can you lower your first page bid estimates?

Answer: Higher Quality Score.

Question: If you want traffic as soon as possible which type of delivery should you pick?

Answer: Accelerated.

Question: Where do you go to edit placements?

Answer: Display Network Tab.

Question: If a Keyword reads low search volume what does it mean?

Answer: It means the number of searches at that current time is low. However, in the future, it may pick up.

Question: What is a Search Funnel?

Answer: It is a series of steps your customers take before converting.

Question: How long should a keyword phrase be?

Answer: 2-3 words long.

Question: What are best practices when it comes to optimizing landing pages?

Answer: Make the content relevant to the ad, content should be original and easy to navigate.

Question: Where on an e-commerce website should an advertiser install the AdWords Conversion Tracking code?

Answer:  Confirmation page after a purchase.

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

Answer: Explain that all three objectives contradict each other and the tradeoffs at risk. Understand the clients priorities and adopt a bidding strategy with minimal contradictions.

Question: In a Reach and Frequency report, “Reach” is defined as the:

Answer: number of unique users exposed to an ad  or an estimate of the number of users exposed within a selected location target, based on unique cookies.

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

Answer: Increase the maximum cost-per-acquisition (CPA) bids.

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

Answer: The CPA bid is multiplied by the predicted conversion rate.

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

Answer:  Search Funnels

Question: One reason for using Conversion Optimizer is to:

Answer:  Avoid unprofitable clicks.

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

Answer: Compare average CPA and conversion rate before and after using Conversion Optimizer.

Question: Which scenario would record to two conversions (1-per-click)?

Answer: A user clicks on an ad and converts. The user performs the search again the following day, clicks on the same ad and converts again.

Question: How could an advertiser determine the most profitable keywords within a campaign?

Answer:  Compare the costs accrued by each keyword with the conversion data for that keyword.

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

Answer:  Users who are comparison shopping for shoes.

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

Answer:  It uses your conversion history to bid higher when a conversion is more likely

 


Chapter 7: Questions with Answers


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

A)  Include more than 50 keywords in 1 ad group

B)  Set a theme for each campaign and choose related keywords

C)  Keep each keyword to a single word, rather than a phrase

  D)  Set a theme for each ad group and choose related keywords

 

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

A)  Managed placements

B)  Keyword planner

  C)  Custom ad scheduling

D)  Automatic bidding

 

Which statement about ad extensions isn’t true?

A)  They show additional information about a business

B)  They tend to improve an ad’s visibility

  C)  They often appear below the organic search results

D)  They can help improve clickthrough rate

 

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

A)  Optimize for clicks

  B)  Rotate evenly

C)  Optimize for conversions

D)  Rotate randomly

 

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

A)  use Keyword Planner to evaluate how the campaign might perform better on search partner sites

B)  review the top moves report to see if the campaign is getting more clicks on search partner sites

  C)  segment the campaign’s data by network and evaluate its performance on search partner sites

D)  evaluate the campaign’s performance on search partner sites vs. display partner sites

 

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

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

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

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

D)  the number of eligible impressions your broad match keywords received

 

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

A)  Ads in mobile apps

  B)  Mobile app installs

C)  Mobile app engagement

D)  Call only

 

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

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

B)  Change keyword match types from exact match to phrase match

  C)  Make changes to improve the components of Quality Score

D)  Review impression share data to identify missed opportunities

 

Which is a best practice for optimizing a landing page for AdWords?

A)  Several links to related websites

  B)  Easy-to-navigate content

C)  The same programming language across the whole site

D)  Prominent headlines in several font styles and sizes

 

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

  A)  on the first page of Google search results or in the top positions

B)  repeatedly mixed in with the organic search results

C)  on the second page of Google search results or in the second positions

D)  at the bottom of the every page of search results

 

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

  A)  Up to US$24

B)  Up to US$21

C)  Up to US$30

D)  Up to US$20

 

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

  A)  A computer store homepage

B)  A page showing laptops

C)  A page showing a tablet

D)  A page showing both laptops and desktops

 

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

A)  add a call extension

B)  add a sitelink extension

  C)  run an app install ad

D)  include the word “install” in the ad text

 

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

A)  Evaluate the number of clicks the ad accrues per day

  B)  Divide the number of clicks the ad gets by the number of impressions it gets

C)  Divide the number of impressions the ad gets by its average position

D)  Divide the number of impressions the ad gets by the number of clicks it gets

 

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

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

B)  the computer version of the facility’s website as the landing page, and a headline and description text that encourages people to sign up for the facility’s newsletter

C)  a headline and description text that includes a customer testimonial, and uses the previous visits automated ad extension to let people see when they last visited the client’s website

D)  a headline and description text that encourages people to sign up for a tour, and uses location extensions so they know where the client’s business is located

 

Which allows advertisers to automate AdWords reporting and campaign management?

A)  Use a structured Query Language (SQL) server reporting services

B)  Execution of multiple reporting tasks from multiple computers

C)  Execution of repetitive Data Mining Extensions (DMX) queries

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

 

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

A)  Ad group data that you customize with the Report Editor

B)  Ad average position metric from the paid and organic report

C)  Average position metric from the top movers report

  D)  Top of page rate metric from the Auction insights report

 

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

A)  Make the text different from what’s on your landing page

  B)  Write several ads and see which one performs the best

C)  Use a passive verb in the headline

D)  Talk about yourself and your business

 

A successful AdWords text ad:

A)  has a wrapping headline and at least 2 paragraphs of text

  B)  ties the call-to-action to the landing page

C)  mentions at least 4 key selling points

D)  talks about the advertiser’s reputation

 

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

A)  camera for use under water

B)  underwater digital camera

  C)  underwater camera case

D)  underwater lens camera

 

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

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

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

C)  Group them in a single ad group

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

 

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

A)  She’s using a “Standard” campaign

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

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

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

 

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

A)  We Sell chocolate

B)  We sell dark chocolate

  C)  We Sell Dark Chocolate

D)  We Sell dark chocolate

 

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

A)  impressions in their preferred position range

B)  conversions based on their conversion

  C)  clicks for their daily budget

D)  impressions for their daily budget

 

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

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

B)  Integrate mobile Flash video ads

  C)  Use a mobile-optimized landing page

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

 

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

  A)  US$1.80

B)  UD$1.70

C)  UD$2.80

D)  US$2

 

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

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

B)  have Google translate your ad and keywords into Spanish

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

D)  in your ad text, make a reference to Spanish speakers

 

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

A)  Keyword Planner

  B)  AdWords Editor

C)  Bid Simulator

D)  AdWords API

 

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

  A)  Remove the pop-ups

B)  Ensure that the pop-ups relate to the search

C)  Ensure that pop-ups get Sean’s attention

D)  Remove all but on of the pop-ups

 

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

  A)  can appear throughout the Google Search Network

B)  interact directly with the AdWords server

C)  are accessible only through AdWords Editor

D)  can be uploaded into the Ad gallery

 

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

A)  “Free shipping on CuStOm Ts”

B)  “Custom Tees, Click Here”

  C)  “Design Your Own T-shirt”

D)  “We sell custom t-shirts!”

 

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

A)  False

  B)  True

 

What can you learn from attribution reports?

A)  Budget usage for all Search campaigns, including limitations and opportunities for more traffic

  B)  The series of steps customers take after completing a conversion, including information on ads, clicks and elements of a campaign

C)  The series of steps customer take before completing a conversion, including information on ads, clicks and elements of a campaign

D)  The number of conversions the same customer completes after clicking an ad

 

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

A)  Slightly raise bids

B)  Replace his 3 most expensive keywords with lower-prices keywords

C)  Slightly lower bids

  D)  Choose accelerated instead of standard delivery

 

Keyword Planner can do all of these things except:

A)  provide historical statistics on search volume

B)  multiply keyword lists together

  C)  provide Quality Score estimates and validate keywords

D)  suggest keywords and ad groups that may not have occurred to you

 

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

A)  Reducing prices on his inventory

B)  Adding an extension

  C)  Using the Shopping ad format

D)  Improving a lower-level page on his website

 

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

A)  Bid across multiple ad groups to determine the average

  B)  Use bid simulators to see CPC estimates

C)  Try various CPC amounts to determine the average

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

 

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

A)  Note the sale end date in the text

B)  insert the AdWords clock icon in each ad

C)  Use the “Sale duration” function

  D)  Use the “Countdown” function

 

Adwords Editor lets users do all of these things except:

  A)  simultaneously make edits to multiple accounts online

B)  view statistics for all campaigns

C)  export and import files

D)  keep working while offline

 

“Mobile app engagement” campaigns can be used to:

A)  increase in-store call conversions

B)  encourage people to download a new app

  C)  re-engage people who’ve downloaded an app

D)  encourage people to rate an app in the app store

 

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

A)  About 20%

  B)  About 50%

C)  Nearly everyone who’s ready to buy

D)  About 10%

 

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

A)  Cost-per-conversion data can be compared with competitors cost-per-conversion data

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

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

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

 

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

A)  Buy plant books

  B)  Buy gardening books

C)  Buy keyword books

D)  Buy flower-arranging books

 

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

A)  Words from headlines on your website like “electronics” and “sale on cameras”

B)  Brand names of your top competitors cameras

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

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

 

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

  A)  spring dresses in several colors

B)  a single best-selling dress

C)  a catalogue of spring and summer dresses

D)  top-selling dresses for all seasons

 

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

A)  Portfolio Simulator

  B)  Bid Simulator

C)  Keyword Simulator

D)  CPC Simulator

 

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

  A)  UD$0.30

B)  UD$0.32

C)  UD$0.03

D)  UD$0.31

 

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

  A)  integrate Adwords data with your inventory system

B)  integrate Adwords data with multiple manager accounts

C)  override Adwords functions you don’t need

D)  integrate data about competitors into your account

 

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

  A)  Search Network with Display Select

B)  Display Network, advanced

C)  Search Network, advanced

D)  Display Network with Search Select

 

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

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

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

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

D)  Some of her keywords are on the landing page

 

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

A)  Add a second type of extension

B)  Lower her Ad Rank

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

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

 

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

A)  Increase the number of keywords in each ad group

B)  Add a location extension to her ad

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

  D)  Use the Shopping ad format

 

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

A)  The “Contact us” page

B)  The home page, showing 5 types of bouquets that include roses

C)  The page on which people can sign up for coupons

  D)  The page showing rose bouquets

 

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

A)  Cross-through conversions

B)  Cross-OS Conversions

C)  Click-through conversions

  D)  Cross-device conversions

 

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

  A)  “wine” and “drinking”

B)  “drinking” and “glasses”

C)  “prescription” and “glasses”

D)  “glasses” and “wine”

 

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

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

  B)  He can better understand whether potential customers find his ads appealing

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

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

 

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

A)  [US$150 (sales price) – US$1500 (cost)] / US$700 (AdWords spend)

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

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

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

 

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

  A)  True

B)  False

 

Which of these statements is true?

A)  Location targeting enables location extensions

B)  Location targeting determines which business address appears in an extension

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

D)  Location extensions appear when an advertiser targets a geographic location

 

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

A)  Create 1 campaign with an ad group for each item

B)  Create 1 campaign with an ad group for all restaurant locations

  C)  Create 1 campaign with an ad group for each restaurant location

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

 

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

A)  Use all capital letters in the  headline

B)  End the headline with an exclamation point

C)  Make sure the headline wraps to two lines

  D)  Capitalize the first letter each word in the headline

 

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

A)  Display Network, advances

B)  Search Network only

C)  Display Network only

  D)  Search Network with Display Select

 

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

  A)  False

B)  True

 

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

A)  Negotiated in advance with bulk discounts

B)  By the minute based on the length of the call

C)  Flat fee based on the caller’s phone model

  D)  The same as when someone clicks on an ad

 

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

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

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

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

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

 

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

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

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

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

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

 

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

  A)  has fewer than 15 conversions in the last 30 days

B)  is using Google Analytics

C)  is using another automated bid strategy

D)  has fewer than 5 conversions in the last 15 days

 

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

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

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

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

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

 

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

  A)  See the suggestions on the Opportunities tab

B)  See the suggestions on the Keywords tab

C)  Click the “Automatic keyword refresh” button

D)  Stick with the current keywords for 2 months to collect enough viable data

 

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

  A)  free listings

B)  better-qualified leads

C)  ease of targeting without needing keywords

D)  more traffic and leads

 

High quality ratings for an ad can:

  A)  improve its position

B)  increase how often people click on it

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

D)  be achieved with a increase in bid

 

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

  A)  US$15

B)  US$18

C)  US$45

D)  US$30

 

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

A)  Retargeting lists for text ads

  B)  Remarketing lists for search ads

C)  Dynamic search ads

D)  Flexible bidding

 

The format of a Shopping ad is different from that of a standard text ad in that it includes:

A)  a product image, background color and price

B)  a product image, title, price and extension

C)  a product image, title, price and merchant name

  D)  a product image, title and price

 

Which statement is true?

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

B)  Ads with call extensions only let people call the business

C)  Call-only ads are available exclusively on the Display Network

  D)  Call-only ads only let people call the business

 

Chanara, a senior account manager at a large digital agency, like having an AdWords manager account. What can she do with a manager account that she can’t do with an individual account?

  A)  Use a single sign-in for all accounts

B)  Access the Adwords Application Programming Interface (API)

C)  Upgrade each individual AdWords account

D)  Upgrade multiple manager accounts

 

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

A)  French and English; the 5-mile radius around the bed and breakfast

B)  English; the United States

  C)  English; southern France

D)  English; the 25-mile radius around the bed and breakfast

 

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

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

B)  The average amount charged each time someone clicks on his ad

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

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

 

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

A)  Keyword Simulator

B)  Target CPA Planner

  C)  Target CPA Simulator

D)  Target Bid Simulator

 

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

  A)  Shoe stores near me

B)  Shoe store addresses

C)  Shoe store sales

D)  Great shoe stores

 

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

A)  Enhanced cost-per-click (ECPC)

  B)  Target outranking share

C)  Maximize clicks

D)  Target return on ad spend (ROAS)

 

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

  A)  Using 1 conversion code snippet with cross-account conversion tracking

B)  Setting up automated conversion rules for both accounts

C)  Using multiple conversion code snippets with single-account conversion tracking

D)  Combining the accounts for streamlined reporting

 

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

A)  UD$11

B)  UD$14

  C)  UD$13

D)  UD$12

 

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

  A)  Add a mobile-app extension to her ad

B)  Use the “Ads on mobile devices” campaign type

C)  Include a link to her mobile website in her ad

D)  Add a call-only extension to her ad

 

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

A)  visited a business’s website from the search results page

B)  saved a business as a contact on their phone

C)  called a similar business from their phone

  D)  clicked to call a business from the search results page  

 

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

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

B)  It’s most efficient to have a single ad group

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

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

 

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

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

B)  bring people to her site from blogs about gardening

C)  be used with Shopping campaigns

D)  take people to blogs about gardening

 

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

  A)  Ad delivery

B)  Bid allocation

C)  Ad automation

D)  Bid capping

 

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

A)  launching a cross-device campaign

B)  running ads only on mobile devices

C)  carrying over the theme of her traditional ad campaign to her online campaign

  D)  addressing consumers’ needs

 

The majority of consumers want ads customized to their:

  A)  interests and hobbies

B)  country or nationality

C)  city, zip code, or immediate surroundings

D)  age group

 

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

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

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

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

D)  Lots of his site visitors are 49ers fans

 

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

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

B)  set shorter conversion windows to capture users who convert after researching on multiple devices

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

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

 

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

  A)  Use the bid strategy “Maximize engagement”

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

C)  Set up custom deep links

D)  Add some large, memory-intensive graphics

 

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

  A)  20-70% off LCD monitors

B)  BUY affordable LCDs

C)  Cheap, cheap, cheap monitors

D)  **Free** shipping on LCDs

 

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

A)  Increase the number of mobile-optimized text ads

B)  Decrease the mobile bid adjustment for the campaign

C)  Decrease the number of mobile-optimized text ads

  D)  Increase the mobile bid adjustment for the campaign

 

The strategic use of different marketing channels affects:

A)  target-customer demographics

B)  payment methods

C)  the average amount of each sale

  D)  online purchase decisions

 

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

  A)  Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA

B)  Continue to manually set the bids to focus on driving clicks to the site in order to drive conversions

C)  Create 1 campaign and apply target search page location bidding to drive visibility and reservations

D)  Create 2 separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply maximize clicks bidding to each campaign

 

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

  A)  People located in Switzerland are searching using France-related words, like “hotels in Paris”

B)  French people visiting Switzerland are searching on Google for information about Switzerland

C)  Swede people are searching on Google for information about Switzerland

D)  People located in France are using Swiss-related words like “hotels in Switzerland”

 

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

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

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

C)  Use target outranking share bidding

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

 

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

A)  http://www.dogtreatseasytrackingdestinationURL.com

B)  www.trackingkeyworddestinationURL=12345678987654321%dogtreatsredirect

C)  http://www.2ndpartytracker.com/keyword=751123&ad={creative}dogtreats

  D)  http://www.3rdpartytracker.com/rd?keyword=751123&ad={creative}&url=http%3A%2F%2Fwww.example.com%2Ftreats%3Fstyle%3Ddog

 

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

A)  adjust your client’s budget

B)  optimize your client’s ad text

C)  optimize your client’s keywords

  D)  All of the listed answers are correct

 

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

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

B)  A view-through conversion is counted when someone clicks on an image or rich media ad on the Display Network and converts on the site

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

  D)  A view-through conversion is counted when someone sees an image or rich media ad on the Display Network but doesn’t click, and later converts on the site

 

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

A)  get as many conversions as possible within a flexible budget range

B)  get as many clicks as possible within your budget

  C)  get as many conversions as possible within your budget

D)  generate more clicks than manual bidding would generate

 

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

A)  Category editor

  B)  Bulk edits

C)  Revision tool

D)  Campaign editor

 

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

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

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

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

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

 

Dynamic search ads would be most helpful for:

  A)  websites with hundreds or thousands of products, services or listings that change frequently

B)  moving an ads position dynamically in whatever direction a person’s eyes are looking

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

D)  campaigns that need to reduce exposure on competitive keywords

 

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

A)  The company’s email campaigns are the most profitable, with a cost-per-acquisition of £15, so it should use that as a benchmark when setting target cost-per-acquisition (CPA) bids

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

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

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

 

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

A)  Add a customized column for “queries” on the Keywords tab

B)  Use the Ad Preview and Diagnosis Tool on the Tools tab

C)  Review ” Automatic placements” on the Display Network tab

  D)  Select the “Details” drop-down menu on the Keywords tab

 

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

A)  Opportunities

  B)  Billing

C)  My account

D)  Campaigns

 

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

A)  Use at least five keywords from the ad group directly in the ad text

  B)  Use account statistics and reports to monitor ad performance

C)  Include words like “find” and “searchA” in the ad text

D)  Include no more than one ad text per ad group

 

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

OR

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

A)  Manual bid changes

  B)  Historical conversion data

C)  Test conversions

D)  Forecast data

 

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

A)  highest maximum cost-per-click (CPC) bid

B)  lowest maximum CPC bid

C)  highest cost-per-acquisition (CPA) bid

  D)  highest Ad Rank

 

A high Quality Score can:

A)  be assigned to negative keywords

  B)  improve an ad’s position

C)  be achieved with an increase in bid

D)  prevent an ad from being served

 

Each of the following are benefits you would expect from Product Listing Ads except:

A)  Ease of targeting without needing keywords

B)  More traffic and leads

  C)  Automatically produced video commercials

D)  Better qualified leads

 

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

A)  are accessible only through AdWords editor

B)  can appear throughout the Google Search Network

C)  can be uploaded into the Ad gallery

  D)  interact directly with the AdWords server

 

What are Sitelinks?

A)  Links from other sites to your site

B)  Links to other websites that appear beneath the text of your Search ads

  C)  Links to more pages of your site that appear beneath the text of your Search ads

D)  Links from your site to other sites

 

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

  A)  Campaign level

B)  Keyword level

C)  Account level

D)  Ad level

 

AdWords Editor allows users to:

A)  invite new users to share accounts

B)  find relevant ads on Google partner sites

C)  make live edits to multiple accounts simultaneously

  D)  access multiple accounts offline

 

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

  A)  maximum cost-per-click (CPC) of the ad showing one position lower on the page

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

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

D)  maximum cost-per-click (CPC) of the ad showing in the #1 position on the page

 

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

A)  mobile devices with GPS enabled only

B)  Google Maps only

  C)  any networks selected in the campaign settings

D)  Google search only

 

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

A)  The average CPC the advertiser needs to pay in order to achieve top position

B)  The least possible CPC the advertiser needs to pay to maintain an achieved position

C)  The CPC according to a price list, which is then updated daily

  D)  The CPC an advertiser was charged minus credits for overshot daily budget

 

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

  A)  The Quality Score for the account was reset after the ad was edited

B)  The advertisers landing page is down for maintenance

C)  The edited ad is less relevant to the keywords within the ad group

D)  The edited ad has a lower conversion rate after the changes were made

 

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

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

B)  The advertiser’s landing page is down for maintenance

C)  The edited ad has a lower conversion rate

D)  The advertiser’s budget has been depleted

 

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

  A)  ($10)*(% Basic customers)*(Basic average lifetime in months) + ($20)*(% Pro customers)*(Pro average lifetime in months)

B)  ($10)*(% Basic customers) + ($20)*(% Pro customers)

C)  ($10+$20)*(% Basic customers)*(Basic average lifetime in months)/($20)*(% Pro customers)*(Pro average lifetime in months)

D)  ($10*$20)(Total monthly conversions)/(Total customer count)

 

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

A)  Ads tab of a specified group

B)  Ad extensions tab

C)  Opportunities tab

  D)  “Details” drop-down menu on the Keywords tab

 

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

A)  Change keyword match types from exact match to phrase match.

  B)  Make changes to improve the Quality Score of the ads keywords

C)  Lower bids on keywords with high clickthrough rates (CTRs).

D)  Review Impression Share report data to identify missed opportunities

 

Which allows advertisers to automate AdWords reporting and campaign management?

A)  Use of Structured Query Language (SQL) server reporting services

B)  Execution of multiple reporting tasks from multiple computers

C)  Execution of repetitive Data Mining Extensions (DMX) queries

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

 

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

A)  Run an impression share report and select to display the two metrics

B)  Filter all keywords with an average position greater than three

  C)  Select the two metrics in “Graph options” on the Campaigns tab

D)  Search the account for keywords with high average cost-per-click (CPC) bids.

 

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

A)  Purchase funnel abandonment by step

  B)  Average cost-per-click (CPC)

C)  Percent of impressions blocked by negative keywords

D)  Performance by Internet Protocol (IP) address

 

Linking your Google+ Page to your AdWords account.

A)  Cannot be done if you have a Google Merchant account

B)  Requires a 2-month approval process

C)  Enables users to login to your website through your Search advertisements

  D)  Enables you to show more endorsements for your business from your customers and supporters

 

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

  A)  Select “Bulk locations” in the advanced section of a campaigns location settings

B)  Add locations as keywords to the campaign

C)  Search for each location in the search tab of locations settings

D)  Enter a value in the “Show my ads within” box

 

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

A)  duplicate keywords added to multiple ad groups in one campaign

B)  incorrect IP address information filtered from Google Analytics

  C)  Internet Service Providers (ISPs) who assign the same IP address to multiple users

D)  query parsing being used to show geo-targeted ads to users in a different city

 

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

  A)  Link to the webpage that is relevant to the ad and remove the pop-ups

B)  Ensure that the pop-ups relate to the users search

C)  Edit the ad text to promote the sunglasses in addition to the sneakers

D)  Provide original content that cannot be found on another site

 

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

A)  Predetermined budget to be divided across all platforms. Allocate the most budget to the platforms with the lowest CPA

B)  Unlimited budget on all platforms where ROI is positive. Use a single CPA taret for all channels which matches the channel with the lowest CPA

C)  Predetermined budget, to be divided equally across all platforms. Minimize CPA on all platforms

  D)  Unlimited budget on all platforms where ROI is positive. Find a different CPA for each platform which maximizes profit based on costs, sales volume, & contribution to overall marketing campaign

 

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

  A)  specify that certain words must be included in someones search term to trigger your ads

B)  indicate that this keyword should be dynamically inserted into your ad text

C)  only trigger ads when the Google+ social extension is available

D)  overrides negative keywords with an explicit positive keyword

 

Exact Match Impression Share metrics:

A)  are available for both Search and Display Network campaigns

B)  summarize impression share statistics for all keywords currently set to exact match

  C)  calculate impression share as if all keywords were set to exact match

D)  are only available at the account level

 

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

A)  a page of the top-selling dresses for all seasons

B)  a catalog of all dresses available on the website

  C)  several colors of spring dresses

D)  spring dresses, skirts, belts, and shoes

 

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

  A)  The cost-per-click (CPC) bid was lower than the recommended amount

B)  The specific Conversion Optimizer code snippet was not added to the site

C)  The maximum cost-per-acquisition (CPA) bid was lower than the recommended amount

D)  The ads in the campaign are waiting to be approved

 

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

  A)  average number of times a user is exposed to an ad or the average number of times a unique user sees an ad over a given time period

B)  total number of ad impressions

C)  average number of times a video ad is played by a user

D)  average number of times an ad appears on a single webpage

 

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

  A)  new keywords ideas for a campaign

B)  keywords with low Quality Scores

C)  potential new placements to target on the Google Display Network

D)  ad groups or campaigns that should be paused

 

Dynamic search ads would be most helpful for.

A)  Websites with hundreds or thousands of products, services, or listings that frequently change

B)  Moving an ads position dynamically in whatever direction a users eyes are looking

C)  Campaigns that need to reduce exposure on competitive keywords

  D)  A local restaurant with a dynamically changing menu that offers fresh  new entries every few months

 

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

  A)  (Avg Revenue per Order) * (Profit Margin)

B)  (Total Profit)/(Total Revenue)

C)  (Avg Profit per Order) * (Conversion Rate)

D)  (Avg CPC) * (Conversion Rate)

 

Which is the next stage of detection in an AdWords account, if Googles automatic filtering system does not successfully remove all potentially invalid clicks?

A)  Advertiser reports suspicious activity in the account

B)  Alert from the AdSense team about publisher suspension

C)  Third-party analysis of advertisers web server logs data

  D)  Proactive offline analysis by the Google Ad Traffic Quality Team

 

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

A)  that have included “Seattle” as an exact match in keyword lists

B)  targeted to areas surrounding the city of Seattle

  C)  targeted to Seattle, regardless of the users location as long as they are in the US

D)  to that user based on IP (Internet Protocol) address

 

Where on an e-commerce website should an advertiser install the AdWords Conversion Tracking code?

A)  Shopping cart header

  B)  Confirmation page after a purchase

C)  Website homepage

D)  Landing page of an ad

 

If multiple individuals make changes to one AdWords account, upon opening the account in AdWords Editor, they should.

  A)  click “get recent changes” in the tool bar (download recent changes)

B)  contact all other account managers

C)  disapprove any new proposals that appear

D)  refresh the account in AdWords

 

AdWords Campaign Experiments allow you to.

  A)  Test changes to your account for a portion of the auctions that your ads participates in

B)  Automated different images and text on your site to understand what converts most effectively

C)  Receive written feedback from users based on their experience on your site

D)  Request a formal analysis from Googles Campaign Experiments team that isolates the effect of online advertisements of offline purchases

 

Business listings in Google Places can be:

A)  entered into their own ad auction

  B)  location extensions in AdWords

C)  conversions in Adwords

D)  physical locations or mobile applications

 

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

A)  Set bids that minimize CPA within the top 3 positions, but explain that profit cannot effectively be optimized simultaneously

  B)  Explain that all three objectives contradict each other and the tradeoffs at risk. Understand the clients priorities and adopt a bidding strategy with minimal contradictions

C)  Set bids that simultaneously optimize profit, position, and CPA all to the perfect point

D)  Set bids that minimize CPA while maximizing profit, but explain that position cannot effectively be optimized simultaneously

 

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

A)  distance between a user exposed to an ad and the business location of the advertiser

B)  demographic populations to which an ad is served

C)  geographic locations in which an ad is served

  D)  number of unique users exposed to an ad or an estimate of the number of users exposed within a selected location target, based on unique cookies

 

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

A)  Account

B)  Ad group

  C)  Campaign

D)  Keyword

 

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

A)  changes made by the Ad Automator feature

  B)  adjustments made to the daily budget

C)  credit card information associated with the account

D)  timestamps for when ads were approved or disapproved

 

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

A)  Set campaign budget to a 30-day cycle

  B)  Increase the maximum cost-per-acquisition (CPA) bid

C)  Opt out of the Google Display Network

D)  Narrow location targeting settings

 

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

  A)  Increase the target CPA bid

B)  Set the campaign budget to a 30-day cycle

C)  Specify the bid amount for each individual campaign

D)  Try a different automated bid strategy

 

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

  A)  Application Programming Interface (API) usage

B)  AdWords usage

C)  Application Programming Interface (API) access by application

D)  AdWords applications

 

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

A)  (Average deal value) * (10%) / (115%)

B)  (Average deal value) * (0.15)

  C)  (Average deal value) * (10%) * (115%)

D)  (Average deal value) * (10%) * (15%)

 

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

A)  Lou: “We get a CPA of $15 on our e-mail campaign. Lets meet or beat that benchmark across all marketing platforms.”

B)  Joe: “An MBA class once suggested ad-spend should always be 9% of revenue. Lets use that as our target ROI.”

C)  Jane: “A $15 CPA is okay, but if we could get it down to $10, that would give us more profit-per-customer.”

  D)  Pete: “Lets start by verifying our campaign is profitable, then test different CPA targets to find which maximizes total profit.”

 

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

A)  Run everything in a single campaign, allocating the set marketing budget to it

B)  Automated everything in a single campaign with Branding and ROI optimizer

  C)  Allocate the set marketing budget across dedicated branding campaigns. Create a separate campaign that can extend its daily budget after profitability is achieved

D)  Divide the marketing budget between Search and Display and run two separate campaigns

 

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

  A)  filtered out of the account before they accrued cost

B)  charged to the account

C)  removed as a result of a proactive investigation

D)  credited to the account

 

Which AdWords feature is compatible with Conversion Optimizer?

A)  Separate Display Network bids

B)  Advanced Ad Scheduling

  C)  Enhanced CPC

D)  Ad Extensions

 

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

A)  My Client Center (MCC)

B)  AdWords Application Programming Interface (API)

  C)  AdWords editor

D)  Automatic cost-per-click (CPC) bidding

 

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

  A)  The CPA bid is multiplied by the predicted conversion rate

B)  The CPA bid is the highest the system will allow the CPC bid to reach

C)  The actual CPC bid is based on current max CPC settings

D)  The CPC bid is one-tenth of the CPA bid by default

 

What determines a keywords clickthrough rate (CTR)?

A)  Number of impressions divided by the average position

B)  Number of clicks accrued per day

C)  Number of impressions divided by the number of clicks

  D)  Number of clicks divided by the number of impressions

 

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

A)  Click-to-call ads are priced by the minute based on the call’s duration

B)  Prices are negotiated in advance with discounts for bulk purchases

  C)  The cost is the same as a standard click on the ad

D)  Click-to-call ads are flat-fee based on the caller’s phone model

 

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

A)  A category page containing both laptop and desktop computers

B)  An electronic store’s homepage

  C)  A category page containing a variety of laptop computers

D)  A product page for a desktop computer

 

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

  A)  negative keywords such as -review or -comparison

B)  phrase match keywords such as “laptop” or “computer”

C)  negative match keywords such as -buy or -purchase

D)  exact match keywords such as [rate], [review], or [compare]

 

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

A)  Campaign Settings

  B)  Search Funnels

C)  Billing Preferences

D)  AdWords Editor

 

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

A)  Position Preference

B)  Automatic Bidding

  C)  Ad Scheduling

D)  Keyword Planner

 

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

A)  Location extensions will appear when a user located near the advertised business searches on relevant terms.

B)  Customized campaign targeting determines which address appears below the ad.

C)  Location extensions will appear when an advertiser has targeted a specific region or location

  D)  Customized campaign targeting is required in order to enable location extensions

 

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

  A)  Look at click patterns over time and rule out legitimate reasons for increased activity

B)  Submit an invalid clicks report to the Google AdWords team

C)  Pause the affected campaign until an invalid clicks investigation is complete

D)  Submit new ad text variations for review

 

One reason for using Conversion Optimizer is to:

A)  maximize ad exposure

B)  dynamically manage ad position

C)  generate more clicks than manual bidding would generate

  D)  avoid unprofitable clicks

 

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

  A)  Organize ad groups and campaigns to reflect the layout of the website

B)  Organize keywords to cover each word represented on the website

C)  Add the website’s URL as a keyword to each ad group

D)  Add the headings from the website as keywords across campaigns

 

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

  A)  Consider increasing the bid or editing the keyword to improve Quality Score

B)  Delete the keyword from all instances in the account

C)  Change the match-type to the keyword to Exact

D)  Always increase the keyword bid to the “first page bid estimate”

 

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

A)  Monitor overall changes in clicks received

B)  Enable and disable Conversion Optimizer every other day to observer differences

  C)  Compare average CPA and conversion rate before and after using Conversion Optimizer

D)  Install new Conversion Tracking code

 

What can be learned from a Search Funnel?

A)  Search impressions share for the last 30 days compared to CPC trends over time

B)  Budget usage for all Search Campaigns, including budget limitations and opportunities for more traffic

C)  The number of searches completed during a given period of time

  D)  The series of steps a customer takes before completing a conversion, including information on ads, clicks, and other elements of your campaign

 

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

A)  managed placements and keywords

B)  destination URLs set at the ad group level

C)  at least 50 keywords

  D)  keywords that are also included in the ad text

 

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

A)  Prominent headlines in several font styles and text sizes

B)  Clear landing page layout and several links to related websites

  C)  Relevant and original content that clearly represents the business

D)  Correct programming language used to construct site

 

The IP Exclusion tool allows advertisers to:

A)  discover IP addresses of competitors

B)  obtain IP addresses for valuable website visitors

C)  determine which IP addresses have seen ads

  D)  prevent specific IP addresses from seeing their ads

 

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

A)  A users clicks on an ad, converts, and returns to the site using a bookmark within 30 days and converts again

B)  A user clicks on an ad, does not convert, then returns to the site using a bookmark within 30 days and converts

C)  A user clicks on an ad and does not convert. The user performs the search again the following day, clicks on the same ad and converts

  D)  A user clicks on an ad and converts. The user performs the search again the following day, clicks on the same ad and converts again

 

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

  A)  Compare the costs accrued by each keyword with the conversion data for that keyword

B)  Identify the keywords with the lowest “first page bid estimates”

C)  Compare the total clicks to total conversions for each keyword in the account

D)  Identify the keywords with the highest clickthrough rate

 

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

  A)  AdWords API Sandbox

B)  Ad Preview Tool

C)  AdWords API Tokens

D)  Keyword Planner

 

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

  A)  Ad Preview and Diagnosis Tool

B)  Keyword Planner

C)  Display Planner

D)  Change history

 

Which approach to bidding is best suited to maximize profit?

  A)  Maximize ROI as a percentage

B)  Minimize CPA

C)  Maximize conversions

D)  Balance CPA and # of conversions

 

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

A)  mention competitor offers and prices

B)  use special characters, such as asterisks or hashes

C)  use exclamation points and capital letters

  D)  include prices and promotions

 

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

A)  impressions for their daily budget

B)  conversions based on their conversion goals

  C)  clicks for their daily budget

D)  impressions in their preferred position range

 

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

  A)  USD$0.70

B)  USD$0.33

C)  USD$0.03

D)  USD$0.30

 

You’re tracking conversions in a budget-constrained campaign. If you raise CPC bids within the budget constraint, which results is most likely?

A)  Receive more conversions while paying more on average per conversion

  B)  Receive fewer conversions while paying more on average per conversion

C)  Receive more conversions while paying less on average per conversion

D)  Receive fewer conversions while paying less on average per conversion

 

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

A)  Edit the ad text to include a more relevant destination URL

B)  Upgrade to a faster web server to reduce page load time

C)  Redesign the landing page to create a better experience for users

  D)  Use keyword matching options to help remove irrelevant searches

 

Which is a benefit of using AdWords editor?

A)  Users with My Client Center (MCC) Reports Access can make edits to an account

B)  Multiple users can share archives and proposals for an account

  C)  Multiple users can make offline changes to Account Preferences

D)  Conflicts between changes made by importing a file do not need to be resolved prior to posting

 

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

A)  a user clicks on an AdWords ad

B)  multiple conversions result from a single AdWords ad click

  C)  a single conversion is made within 30 days following an AdWords ad click

D)  a user visits a website within 30 days of clicking on an AdWords ad

 

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

A)  The advertiser’s daily budget is not set to the recommended amount

B)  The advertiser’s campaign targets the Google Display Network only

C)  The advertiser advertises a service rather than a product

  D)  The advertiser has fewer than 15 conversions in the last 30 days

 

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

A)  Target Search Network only

B)  Integrate mobile Flash video ads

  C)  Use a mobile-optimized landing page

D)  Use exact match only

 

Which can be specified at the campaign level?

A)  Ad text

B)   Billing preferences

C)  Destination URLs

  D)  Network distribution

 

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

A)  Programmers benefit from third-party coding support

B)  Advertisers can log into the AdWords account to upload changes

C)  Programming skills are not necessary

  D)  Advertisers can make dynamic changes to their AdWords accounts at scale

 

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

  A)  make strategic changes to the account to improve performance

B)  upload goals to the “Advertising Goals” section in their account

C)  bid separately for each ad variation based on its performance

D)  manually increase clickthrough rate (CTR) to improve performance

 

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

  A)  Change History

B)  Billing Summary

C)  Campaign Settings

D)  Keyword Planner

 

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

A)  inaccurate web server log information

B)  automated software designed to click on her ads

  C)  users who are comparison shopping for shoes

D)  users who click on an ad on the Google Display Network

 

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

A)  Branding campaign with set marketing budget, prioritizing current ad position over more clicks

B)  Unprofitable campaign, planning to scale up exposure if profitability can be achieved

C)  Branding campaign with set marketing budget, prioritizing more clicks over current ad position

  D)  Profitable campaign, missing additional profitable conversions when budget limits exposure

 

Which is a benefit of linking Google Places account to an AdWords campaign?

A)  Free organic search results for the advertiser’s business will be more likely to show on Google Maps

  B)  Adding or updating addresses in Google Places automatically updates validated addresses used for ads

C)  Geographical targeting automatically expands to include all regions

D)  Additional icon options are available for ads when using Google Places

 

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

A)  Perform Google searches on the same keywords to build data points

  B)  Run a keyword diagnosis for the keyword in question

C)  Use the Keyword Planner to include more variations of a given keyword

D)  View the Search terms report to determine the root cause

 

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

A)  “peak season” of a product or service

B)  improvement in an ad’s position

C)  a related press release

  D)  automated clicks

 

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

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

B)  A CPC bid only affects Ad Rank on the Search Network

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

  D)  A CPC bid is one factor that affects Ad Rank

 

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

  A)  The page on the site that displays only roses

B)  The homepage that displays all five types of flowers

C)  The “Contact Us” page of the site

D)  The page on the site where users can register as “frequent shoppers”

 

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

A)  Geographical targeting automatically expands to include all regions

B)  Additional icon options are available for ads when using Google My Business

C)  Free organic search results for the advertiser’s business will be more likely to show on Google Maps

  D)  Adding or updating addresses in Google My Business automatically updates validated addresses used for ads

 

Local Google+ pages created on Google My Business can be:

A)  physical locations or mobile applications

B)  entered into their own ad auction

  C)  location extensions in AdWords

D)  conversions in AdWords

 

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

  A)  It uses your conversion history to bid higher when a conversion is more likely

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

C)  It only allows CPC bids lower than the current CPA bid setting

D)  It bids a static CPC value based on current max. CPC settings

 

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

A)  Change the zip code in the AdWords account

  B)  Set a location bid adjustment

C)  Show ads only on the Search Network

D)  Set a language bid adjustment

 

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

A)  Target Search Network only

B)  Use exact match keywords only

  C)  Use a mobile-optimized landing page

D)  Integrate mobile Flash video ads


Chapter 8: Note Cards


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

Answer: The least possible CPC the advertiser needs to pay to maintain an achieved position.

Which approach to bidding is best suited to maximize profit?

Answer: Balance CPA and number of conversions

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

Answer: Consider increasing the bid or editing the keyword to improve Quality Score.

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

Answer: 0.70

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

Answer: Include prices, promotions, and a call-to-action

One reason for using Conversion Optimizer is to:

Answer: Avoid unprofitable clicks.

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

Answer: Interact directly with the AdWords server.

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

Answer: Number of unique users exposed to an ad.

What are Sitelinks?

Answer: Links to more pages of your site that appear beneath the text of your Search ads

Which is a benefit of using AdWords Editor?

Answer: Multiple users can share archives and proposals for an account

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

Answer: Campaign level

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

Answer: Relevant and original content that clearly represents the business

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

Answer: Any networks selected in the campaign’s settings.

The purpose of a developer or authentication token is to track

Answer: Application Programming Interface (API) access by application.

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

Answer: CPC bid is one factor that affects Ad Rank.

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

Answer: automated clicks

If multiple individuals make changes to one AdWords account, upon opening the account in AdWords Editor, they should:

Answer: refresh the account in AdWords

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

Answer: Unlimited budget on all platforms where ROI is positive. Find a different CPA for each platform which maximizes profit based on costs, sales volume, & contribution to overall marketing campaign.

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

Answer: inaccurate web server log information

Which is a benefit of linking a Google Places account to an AdWords campaign?

Answer: Adding or updating addresses in Google Places automatically updates validated addresses used for ads.

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

Answer: Receive fewer conversions while paying more on average per conversion.

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

Answer: make strategic changes to the account to improve performance

Reviewing “Keyword details” data on the Keywords tab will help advertisers to identify:

Answer: keywords with low Quality Scores

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

Answer: (Average deal value) * (0.15)

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

Answer: keywords that are also included in the ad text

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

Answer: Select “Bulk locations” in the advanced section of a campaign’s location settings

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

Answer: Credited to the account

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

Answer: Clicks for their daily budget.

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

Answer: Number of clicks divided by the number of impressions

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

Answer: Search Funnels

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

Answer: The actual CPC bid is based on current max CPC settings

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

Answer: Include no more than one ad text per ad group

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

Answer: Internet Service Providers (ISPs) who assign the same IP address to multiple users.

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

Answer: Increase the maximum cost-per-acquisition (CPA) bid

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

Answer: Select “Keyword details” on the Keywords tab

You are launching a new campaign selling stylish office furniture. You would like to grow it to maximize profit for all traffic available on your current keywords. If only allowed one cycle, which order of steps below is most likely to capture the most profit?

Answer: Test different bids to optimize profit ? Achieve profitability ? Gradually increase AdWords daily budget to traffic available, maintaining profitability each step

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

Answer: Historical conversion data

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

Answer: Billing Summary

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

Answer: highest Ad Rank

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

Answer: The page on the site that displays only roses

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

Answer: Branding campaign with set marketing budget, prioritizing more clicks over current ad position

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

Answer: A category page containing a variety of laptop computers

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

Answer: The maximum cost-per-acquisition (CPA) bid was lower than the recommended amount.

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

Answer: Buy Books

Business listings in Google Places can be:

Answer: location extensions in AdWords

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

Answer: AdWords API Sandbox

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

Answer: Advertisers can make dynamic changes to their AdWords accounts at scale

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

Answer: The advertiser’s campaign targets the Google Display Network only

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

Answer: (Avg Profit per Order) * (Conversion Rate)

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

Answer: specify that certain words must be included in someone’s search term to trigger your ads

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

Answer: location targeting of the ad showing one position lower on the page.

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

Answer: Campaign

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

Answer: 20-70% off LCD monitors

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

Answer: Make changes to improve the Quality Score of the ad’s keywords.

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

Answer: Run an impression share report and select to display the two metrics.

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

Answer: adjustments made to the daily budget.

Where on an e-commerce website should an advertiser install the AdWords Conversion Tracking code?

Answer: Confirmation page after a purchase

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

Answer: Automatically produced video commercials

Linking your Google+ Page to your AdWords account…

Answer: Enables you to show more endorsements for your business from your customers and supporters

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

Answer: Ad Preview and Diagnosis Tool

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

Answer: targeted to Seattle, regardless of the user’s location as long as they are in the US.

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

Answer: a single conversion is made within 30 days following an AdWords ad click

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

Answer: Customized campaign targeting is required in order to enable location extensions.

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

Answer: AdWords Application Programming Interface (API)

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

Answer: The edited ad is less relevant to the keywords within the ad group

Which allows advertisers to automate AdWords reporting and campaign management?

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

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

Answer: Billing

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

Answer: “Keyword details” section of the Keywords tab

How could an advertiser determine the most profitable keywords within a campaign

Answer: Compare the costs accrued by each keyword with the conversion data for that keyword.

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

Answer: Link to the webpage that is relevant to the ad and remove the pop-ups.

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

Answer: underwater camera case

A high Quality Score can:

Answer: improve an ad’s position.

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

Answer: Ad Scheduling

AdWords Campaign Experiments allow you to…

Answer: Test changes to your account for a portion of the auctions that your ads participates in.

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

Answer: The cost is the same as a standard click on the ad.

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

Answer: Average cost-per-click (CPC)

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

Answer: Organize keywords to cover each word represented on the website.

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

Answer: Set bids that minimize CPA within the top 3 positions, but explain that profit can’t effectively be optimized simultaneously.

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

Answer: Use a mobile-optimized landing page

Which can be specified at the campaign level?

Answer: Network distribution

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

Answer: Third-party analysis of advertiser’s web server logs data

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

Answer: Compare average CPA and conversion rate before and after using the Conversion Optimizer.

What can be learned from a Search Funnel?

Answer: The series of steps a customer takes before completing a conversion, including information on ads, clicks, and other elements of your campaign.

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

Answer: (10)*(% Basic customers)*(Basic average lifetime in months) + (20)*(% Pro customers)*(Pro average lifetime in months)

The IP Exclusion tool allows advertisers to:

Answer: Prevent specific IP addresses from seeing their ads.

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

Answer: negative match keywords such as -review or –comparison

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

Answer: Use keyword matching options to help remove irrelevant searches.

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

Answer: Submit an invalid clicks report to the Google AdWords team

In a Reach and Frequency report, “Frequency” is defined as the

Answer: average number of times a user is exposed to an ad

AdWords Editor allows users to:

Answer: access multiple accounts offline.

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

Answer: Divide the marketing budget between Search and Display and run two separate campaigns.

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

Answer: several colors of spring dresses

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

Answer: Use the Keyword Tool to include more variations of a given keyword

Exact Match Impression Share metrics:

Answer: summarize impression share statistics for all keywords currently set to exact match.

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

Answer: Users in Switzerland are searching on Google’s French domain

An API user is given an account but is not able to view that account through the interface. The reason being:

Answer: API user has “API Only” access

A benefit of including a keyword within an ad text is that the keyword will

Answer: It will appear bold within the ad

To achieve the best performance of text ads, which is a best practice?

Answer: Include words like find and search in the ad text

What type of keywords tend to perform better with mobile ads?

Answer: Short general keywords

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

Answer:  Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA

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

Answer: The target CPA bid was lower than the recommended amount

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

Answer: Custom ad scheduling

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

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

Which is a best practice for optimizing a landing page for AdWords?

Answer: Easy-to-navigate content

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

Answer:  Choose accelerated instead of standard delivery

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

Answer: Make changes to improve the components of Quality Score

The majority of consumers want ads customized to their:

Answer: interests and hobbies

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

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

Dynamic search ads would be most helpful for:

Answer: Websites with hundreds or thousands of products, services, or listings that frequently change.

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

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

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

Answer: See the suggestions on the Opportunities tab

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

Answer: on the first page of Google search results or in the top positions

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

Answer:  Compare average CPA and conversion rate before and after using target CPA bidding

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

Answer: Cross-device conversions

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

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

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

Answer: several colors of spring dresses.

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

Answer: AdWords Editor

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

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

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

Answer: Historical conversion data

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

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

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

Answer: free listings

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

Answer: clicked to call a business from the search results page

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

Answer: Rotate evenly

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

Answer: Search Network with Display Select

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

Answer: Target CPA Simulator

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

Answer: Target outranking share

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

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

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

Answer: Receive more conversions while paying more on average per conversion.

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

Answer: Use the “Countdown” function

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

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

Answer: http://www.3rdpartytracker.com/rd?keyword=751123&ad={creative}&url=http%3A%2F%2Fwww.example.com%2Ftreats%3Fstyle%3Ddog

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

Answer: Remove the pop-ups

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

Answer: Increase the target CPA bid

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

Answer: We Sell Dark Chocolate


 Chapter 9: Questions without Answers

*Build Your Own Study Guide


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

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

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

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

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

A high Quality Score can?

Each of the following are benefits you would expect from Product Listing Ads except?

The AdWords Application Programming Interface (API) allows developers to use application that?

What are Sitelinks?

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

AdWords Editor allows users to?

One factor the AdWords system uses to calculate an ads actual cost-per-click (CPC) is the?

Advertisers can provide physical address information about their businesses through Google Places accounts. Ads that include this type of information are eligible to show on?

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

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

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

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

 

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

Which allows advertisers to automate AdWords reporting and campagin management?

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

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

Linking your Google+ Page to your AdWords account does what?

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

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

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

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

You can add a ‘+’ modifier in front of broad match keywords to do what?

Exact Match Impression Share metrics?

An advertiser who sells designer dresses is selecting a landing page to pair with new ads for shoes.  What should they do?

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

In a Reach and Frequency report, “Frequency” is defined as the?

Reviewing “Search Terms” data on the Keywords tab will help advertisers to identify what?

Dynamic search ads would be most helpful for what?

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

Which is the next stage of detection in an AdWords account, if Googles automatic filtering system does not successfully remove all potentially invalid clicks?

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

Where on an e-commerce website should an advertiser install the AdWords Conversion Tracking code?

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

If multiple individuals make changes to one AdWords account, upon opening the account in AdWords Editor, they should do what?

AdWords Campaign Experiments allow you to do what?

Business listings in Google Places can be?

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

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

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

In a Reach and Frequency report, “Reach” is defined as the?

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

Information an advertiser would find in the Change History tool would be used how?

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

The purpose of a developer or authentication token is to track?

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

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

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

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

Which AdWords feature is compatible with Conversion Optimizer?

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

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

What determines a keywords clickthrough rate (CTR)?

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

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

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

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

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

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

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

One reason for using Conversion Optimizer is to?

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

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

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

What can be learned from a Search Funnel?

To improve the performance of an ad group on the Search Network, advertisers should create ad groups containing?

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

The IP Exclusion tool allows advertisers to?

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

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

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

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

Which approach to bidding is best suited to maximize profit?

In order to differentiate ads from the ads of competitors, advertisers creating text ads should?

Automatic cost-per-click (CPC) bidding attempts to get advertisers the most?

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

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

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

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

Which is a benefit of using AdWords editor?

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

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

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

Which can be specified at the campaign level?

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

It is important to identify specific goals for an AdWords campaign, so that the advertiser can then?

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

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

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

Which is a benefit of linking Google Places account to an AdWords campaign?

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

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

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

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

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

Local Google+ pages created on Google My Business can be?

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

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

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

 


 Chapter 10: 99 Questions with Answers

*Build Your Own Study Guide


1. What are Sitelinks?

A- Links to more pages of your site that appear beneath the text of your Search ads.

 

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

A- A category page containing a variety of laptop computers.

 

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

A- Search Funnel

 

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

A- highest Ad Rank

 

5. AdWords Campaign Experiments allows you to…

A- The changes to your account for a portion of the auctions that your ads participate in.’

 

6. In order to determine ads from the ads of competitors, advertisers creating ads should:

A- include prices, promotions and call to action

 

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

A- specify that certain words must be included in someone’s search term to trigger your ads.

 

8. What can be learned from a Search Funnel?

A- The series of steps a customer takes before completing a conversion, including information on ads, clicks, and other elements of your campaign.

 

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

A- average number of times a user is exposed to an ad.

 

10. Which approach to bidding is best suited to maximize profit?

A- Balance CPA and # of conversions.

 

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

A- Select the two metrics in “Graphs option” on the Campaign tab.

 

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

A- The page on the site that displays only roses.

 

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

A- Historical conversion data

 

14. A high Quality Score can:

A- improve an ad’s position.

 

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

A- Receive more conversions while paying more on average per conversion.

 

16. Business listings in Google Places can be:

A- location extensions in AdWords.

 

17. If multiple individual make changes to the AdWords account, upon opening the account in AdWords Editor, they should:

A- click “get recent changes” in the tool bar.

 

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

A- Ad preview and Diagnosis Tool.

 

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

A- The advertiser has fever than 15 conversions in the last 30 days.

 

20. Exact Match Impression Share Metrics:

A- summarize impression share statistics for all keywords current set to exact match.

 

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

A- negative match keywords such as -review or -comparison

 

22. The IP Exclusion tool allows advertiser to:

A- prevent specific IP addresses from seeing their ads.

 

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

A- number of unique users exposed to an ad.

 

24. Which can be specified at the campaign level?

A- Network distribution

 

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

A- The least possible CPC the advertiser needs to pay to maintain an achieved position.

 

26. Adwords Editor allows users to:

A- access multiple accounts offline.

 

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

A- targeted to Seattle, regardless of the user’s location as long as they are in the US.

 

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

A- Select “Keywords details” on the Keyword tab.

 

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

A- Number of clicks divided by the number of impressions.

 

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

A- Pete: “Let’s start by verifying our campaign is profitable, ten test different CPA targets to find which maximizes total profit”

 

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

A- 20-70% off LCD monitors.

 

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

A- underwater camera case.

 

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

A- Branding campaign with set marketing budget, prioritizing more clicks over current ad position.

 

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

A- Compare average CPA and conversion rate before and after using the Conversion Optimizer.

 

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

A- Use keyword matching options to help remove irrelevant searches.

 

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

A- Consider increasing the bid or editing the keyword to improve Quality Score.

 

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

A- Campaign

 

38. To improve the performance of an ad group on the Search Network, advertiser should create ad group containing:

A- keywords that are also included in the ad text.

 

39. Where on an e-commerce website should an advertiser install the AdWords Conversion Tracking code?

A- Confirmation page after a purchase.

 

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

A- Explain that all three objectives contradict each other and the tradeoffs at risk. Understand the client’s priorities and adopt a bidding strategy with minimal contradictions.

 

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

A- clicks for their daily budget.

 

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

A- The CPA bid is the highest the system will allow the CPC bid to reach.

 

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

A- Users in Switzerland are searching on Google’s French domain.

 

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

A- The cost is the same as a standard click on the ad.

 

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

A- Automatically produced video commercials.

 

46. Information an advertiser would find in the change history tool would be:

A- adjustments made to the daily budget.

 

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

A- Compare the costs accrued by each keyword with the conversion data for that keyword.

 

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

A- Run a keyword diagnosis for the keyword in question.

 

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

A- Make changes to improve the Quality Score of the ad’s keywords.

 

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

A- users who are comparison shopping for shoes.

 

51. Reviewing “Keyword details” data on the Keywords tab will help advertisers to identify:

A- new keyword ideas for a campaign.

 

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

A-(Average deal value)*(10%)*(115%)

 

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

A- ($10)*(% Basic customers )*( Basic average lifetime in months) + ($20)*(% Pro customers)*(Pro average lifetime in months).

 

54. The AdWords Application Programming Interface (API) allows developers to use application that:

A- interact directly with the Adwords server.

 

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

A- Relevant and original content that clearly represent the business.

 

56. which best describes the relationship between maximum cost-per-click (cpc) bids and Ad rank?

A- CPC bid is one factor that affect Ad Rank.

 

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

A- Average cost-per-click (CPC)

 

58. On which tad can advertisers see credits for invalid clicks within their AdWords accounts?

A- Billing.

 

59. Which AdWords feature is compatible with Conversion Optimizer?

A- Ad Extensions.

 

60. An advertiser notices that clicks have suddenly increased and is concerned that they migth be due to invalid activity. what is the first thing the advertiser should do to investigate this situation?

A- Look at click patterns over time and rule out legitimate reasons for increased activity.

 

61. which is a benefit of using AdWords Editor?

A- Multiple users can share archives and proposals for an account.

 

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

A- several colors of spring dresses.

 

63. One reason for using Conversion Optimizer is to:

A- avoid unprofitable clicks.

 

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

A- A user clicks on an ad, converts, and returns to the site using a bookmark within 30 days and converts again.

 

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

A- Ad Scheduling.

 

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

A- Include words like “find” and “search ” in the ad text.

 

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

A- Internet Service Providers (ISPs) who assign the same IP address to multiple users.

 

68. which is a benefit of linking a Google Places account to an AdWords campaign?

A- Additional icon options are available for ads when using Google Places.

 

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

A- USD$0.30

 

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

A- Adwords Application Programming Interface (API)

 

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

A- make strategic changes to the account to improve performance.

 

72. Dynamic search ads would be most helpful for…

A- Websites with hundreds or thousands of products, services or listings that frequently change.

 

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

A- a single conversion is made within 30 days following an AdWords ad click.

 

74. Linking your Google+ page to your AdWords account…

A- Enables you to show more endorsements for your business from your customers and supporters.

 

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

A- Link to the webpage that is relevant to the ad and remove the pop-ups.

 

76. An advertiser can apply mobile bid adjustment at which of the following levels?

A- Campaign Level

 

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

A- Allocate the set marketing budgets across dedicated branding campaigns. Create a separate campaign that can extend its daily budget after profitability is achieved.

 

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

A- Customized campaign targeting is required in order to enable location extension.

 

79. What is benefit of using the Adwords Application Programming Interface (API)?

A- Advertisers can make dynamic changes to their AdWords account at scale.

 

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

A- Change History

 

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

A- (Avg profit per Order) * (Conversion Rate)

 

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

A- any network selected in the campaign’s settings.

 

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

A- Proactive offline analysis by the Google Ad Traffic Quality Team

 

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

A- Predetermined budget to be divided across all platforms. Allocate the most budget to the platforms with the lowest CPA.

 

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

A- Use a mobile-optimized landing page

 

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

A- Buy Gardening Books

 

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

A- Organize ad groups and campaigns to reflect the layout of website.

 

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

A- automated clicks

 

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

A- credited to the account.

 

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

A- Select “Bulk locations” in the advanced section of a campaign’s location settings.

 

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

A- “Keyword details” section of the Keyword tab.

 

92.You are launching a new campaign selling stylish office furniture. You would like to grow it to maximize for all traffic available on your current keywords. If only allowed one cycle, which order of steps below is most likely to capture the most profit?

A- Test different bids to optimize profit ? Achieve profitability ? Gradually increase AdWords daily budget to traffic available, maintaining profitability each step.

 

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

A- Application Programming Interface (API) access by application.

 

94. which allow advertisers to automate AdWords reporting and campaign management?

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

 

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

A- The maximum cost-per-acquisition (CPA) bid was lower than the recommended amount.

 

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

A- The edited ad is less relevant to the keywords within the ad group.

 

97. Bud would like to test new logic in his application that uses the AdWords Application Programming Interface (API) within modifying his live AdWords campaigns. Which tool would allow him to do this?

A- AdWords API Sandbox.

 

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

A- Increase the maximum cost-per-acquisition (CPA) bid.

 

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

A- Ad Rank of the ad showing one position lower on the page.