2016 AdWords Advanced Display Certification Guide


 Adwords Advanced Display. 

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About Google AdWords Advanced Display certification exam:

Free

120 minutes

90 questions

70% passing score

12 months validity period

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

*Updated June 20th 2016.


 Chapter 1: Display Basics

On the Display Network all keywords are considered broad match only. This means that keywords will include plurals, misspellings, and other variants of the keywords you select. If you want to be narrower you can manage your keyword performance at the ad group level. You can add negative keywords to refine your search. In addition, location targeting can help narrow your ad placements.


Question: Does Broad, Exact and Phrase Match include synonyms, misspellings and related terms?

Answer: Only Broad match includes synonyms, misspellings, and related terms. Exact and Phrase Match includes only misspellings and synonyms, but they do not include related terms.  

Question: Can you use Pop-Ups on Display Network?

Answer: No.

Question: Can you use Print Ads on Display Network?

Answer: No.

Question: Can you use an error message on Display Network?

Answer: No.

Question: Can you use a warning box on Display Network?

Answer: No.

Question: Can you use a strobe background on Display Network?

Answer: No.

Question: In order to run a display ad trough AdWords, a campaign must be opted into:

Answer: Google Display Network

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

Answer: Display these ads on the Google Display Network.

Question: What is the best definition of Google display advertising?

Answer: Non-text ads that use images, flash, video or other technologies, and appear alongside publisher content.

Question: Which feature applies to the Google Display Network, but not the Google Search Network?

Answer: Frequency capping

Question: True or False: Video search behavior is different than traditional searching behavior

Answer: True

Question: Frequency capping limits the number of times:

Answer: Your ads appear to the same person on the Display Network.

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

Answer: Impressions for a unique user

Question: Frequency capping limits the number of times:

Answer:Your ads appear to the same person on the Display Network

Question: The AdWords system will calculate the effective cost-per-thousand impressions (eCPM) for an ad entering into an auction for the Google Display Network when there are:

Answer: Both CPM and CPC ads entering the auction

Question: Which feature could help advertisers determine if the clicks they are receiving on the Google Display Network are valuable?

Answer: Conversion Tracking

Question: An advertiser purchasing display advertising through other networks can still benefit from using AdWords display ads because the advertiser:

Answer: Can fill in the gaps of niche and mass-marketed sites using AdWords targeting tool

Question: Which allows an advertiser to reach users that have previously visited the advertiser’s site, and show the user relevant ads when the user visits other sites on the Google Display Network?

Answer: Remarketing

Question: If a display ad appears “above the fold” this means that the ad:

Answer: Can be viewed in the upper portion of the page without scrolling.

Question: With Click-to-Play videos, a best practice is to:

Answer: Use a call-to-action in opening image

Question: True or False: An advertiser can target mobile apps via AdWords

Answer: True

Question: Display inventory on Google Display Network can come from Adsense or:

Answer: The DoubleClick Ad Exchange

Question:  Which ad format is easiest to create, edit, and has the widest reach on the Google Display Network?

Answer: Text ads

Question:  Which is a video ad that can be implemented using Ad Words for video:

Answer: True View Video ads

Question: An advertiser who wants to target specific categories of video content on the Google Display Network should:

Answer: Use the AdWords for Video tool


Chapter 2: 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: Why is Quality Score important?

Answer: It determines whether your ad is eligible to enter the ad auction.

Question: Can Display fill in marketing gaps through other networks besides Google?

Answer: Yes.

Question: Outside of AdSense, where else can your ads be displayed?

Answer: DoubleClick Ad Exchange.

Question: How can you use ad scheduling to help?

Answer: You can increase bids during spikes in traffic at certain times of the day.

Question: If you edit an ad with an ad extension and use Enhanced Campaigns will your performance metrics be lost?

Answer: No.

Question: Which report should advertisers run to see which Google Display Network properties displayed their ads and view associated statistics?

Answer: Placement Performance

Question: An advertiser is running video ads on a placement-targeted campaign. Recently, the play rate for video ads has decreased. To understand if the decreased play rate is due to the same users seeing the ad repeatedly and therefore not watching the video again, this advertiser should:

Answer: run a Reach and Frequency report

Question: In regards to advertising metrics, Auction-based reports can be reviewed by logging into AdWords and Reservation-based reports can be reviewed:

Answer: by requesting it from the Google representative

Question: Which report is helpful when using Site and Category Exclusions?

Answer: Placement report

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

Answer: Google Analytics

Question: An advertiser who already has AdWords Conversion Tracking installed wants to optimize a campaign that contains display ads. In order to identify the websites that are generating sales, the advertiser should review:

Answer: the “conversions” column of the Placement Performance report

Question: Advertisers using the Google display network can use the Placement Performance Report to determine:

Answer: the site URL where users have seen their ad

Question: A user who is browsing the internet sees Google Adwords display ad for laptop computers on a Google Display Network site, but does not click on the ad. Two weeks later, the user is interested in buying a laptop computer and decides to visit the site from the ad. The user finds the site by performing a Google search, goes directly to the site, and purchases a laptop. Implementing view-trough conversions would be valuable for the advertiser in this scenario because it would allow them to:

Answer: Measure the number of conversions that are associated with ad impressions


Chapter 3: Conversions

Conversion Tracking is one of the most important tools for tracking whether PPC is working. 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.

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.

Text ads are the easiest to create, edit, and has the widest reach on the Google Display Network. They are often over looked in the Display Network but a good mix of Text with Display can create a healthier ad group. One benefit of using a text ad in the same ad group as an image ad on the Google Display Network is that it will ensure the best coverage. Many publishers do not accept all ad formats.


Question: What are the easiest to create ads on the Display Network?

Answer: Text Ads.

Question: What bidding strategy is best for driving traffic to a website?

Answer: CPC bidding.

Question: What is the major benefit of separating Search and Display Campaigns?

Answer: You can allocate separate budgets and control different spends.

Question: Because different campaigns may be better for different networks you should do what?

Answer: Separate Display from Search Campaigns.

Question: What is the best way to advertise if you do not wish to bid on individual placements?

Answer: Conversion Optimizer.

Question: What is the most important metric in a direct response campaign?

Answer: Conversions.

Question: What type of conversions can you track with Enhanced Campaigns?

Answer: Phone Calls, Sales Transactions.

Question: Can you track text message conversions with Enhanced Campaigns?

Answer: No.

Question: What is the first thing you should consider when setting up an account?

Answer: The goal of the client.

Question: How should you bid if you wish to create a branding campaign?

Answer: CPM.

Question: What are two key metrics for a branding campaign?

Answer: Clicks and Impressions.

Question: How long should you allow a display campaign to run before analyzing it?

Answer: Ideally 2-3 weeks.

Question: What does the On Schedule Indicator do?

Answer: It shows the percent chance that the campaign delivers all booked impressions.

Question: What must you use to get access to the View-through conversion data?

Answer: Conversion Tracking.

Question: How should keywords be grouped?

Answer: By themes.

Question: How do you limit the number of impressions for an ad for a single user?

Answer: Frequency Capping.

Question: When planning a campaign, the first thing that an advertiser should think about should be:

Answer: the advertiser’s goals

Question: Which is benefit of using display advertising with Google to build brand awareness?

Answer: Expansive network of diverse sites

Question: For an advertiser focused on branding, what are the key success metrics?

Answer: Reach and Frequency

Question: A direct response advertiser would like to promote a new line of non-stick cookware that is being sold on an e-commerce site with a display ad. This advertiser should choose a landing page for the ad that features:

Answer: the entire new line of non-stick cookware

Question: Which of the following is typically most important in measuring a direct response advertiser’s performance on the Google Display Network?

Answer: Conversions

Question: A direct response advertiser is primarily interested in generating conversions from a display campaign. To get the best return on investment (ROI), this advertiser should use:

Answer: Conversion Optimizer

Question: Which bidding option is best suited for an advertiser focused on branding goals?

Answer: Cost-per-thousand impressions


Chapter 4: YouTube

Advertisers whose goal is to target specific categories of video content on the Google Display network should use AdWords for Videos. There are two types of ad format:- TrueView In-Stream Video ads and TrueView In-Display video ads. Advertisers can advertise on YouTube and on the web by targeting where and when ads appear. If you have an existing YouTube video or can create a new non-private video you advertise that video. You can also build video ads using AdWords for video or the Ad gallery. Using TrueView you only pay when your video is watched. TrueView videos appear on both YouTube and other publisher sites on the Google Display Network. TrueView appears on desktops and high end mobile devices. See YouTube Study Guide for more.


Question: Is TrueView available for Google’s AdWords for Video?

Answer: Yes.

Question: What does Google Recommend for a good Video?

Answer: A video that shows action.

Question: On YouTube the majority of ads appear on Event pages?

Answer: No. Not even close.

Question: On YouTube the majority of ads appear on Contest pages?

Answer: No.

Question: On YouTube the majority of ads appear on YouTube’s homepage?

Answer: No.

Question: On YouTube the majority of ads appear on Watch pages?

Answer: Yes.

Question: What type of targeting can you do on YouTube?

Answer: Remarketing, interests, and topics.

Question: When does TrueView in state ads show?

Answer: Before YouTube partner videos.

Question: How can you use Reach and Frequency for a video ad?

Answer: You can figure out play rates and see how many users watch a video more than once.

Question: Can YouTube ads show up on the YouTube homepage?

Answer: Yes.

Question: Can YouTube ads show up as part of the Partnership Program?

Answer: Yes.

Question: How long must users watch a TrueView in-stream ad on YouTube?

Answer: 5 seconds before they can skip.

Question: Is it possible to set language targeting on YouTube?

Answer: Yes.

Question: Are Video Ads the easiest to create on the Display Network?

Answer: No.

Question: Where does YouTube rank in terms of search queries?

Answer: Second.

Question: Can you develop social engagement through a YouTube Brand channel?

Answer: Yes.

Question: What tool targets different categories of video?

Answer: AdWords for Video.

Question: How are mastheads on YouTube sold?

Answer: Fixed cost per day.

Question: Can you advertise on YouTube’s home page through AdWords?

Answer: No.

Question: Can you advertise on YouTube’s watch page through AdWords?

Answer: Yes.

Question: Even if you are doing Video ads, should you include a corresponding text ad?

Answer: Yes, to have greater coverage.

Question: Why should you use a different message in video ads compared to non-video?

Answer: Video search behavior is different.

Question: Is it best practice to have a call to action in the opening image of a click to play video?

Answer: Yes.

Question: When do you pay for a TrueView in-search ad?

Answer: Only when a user watches.

Question: An advertiser wants a display ad to be eligible to appear on You Tube. The advertiser has already a campaign set to show only on managed placements within AdWords. What process does this advertiser need to follow for the ad to be eligible to appear on You Tube:

Answer: Select youtube.com or specific sections within YouTube where the ads will appear.

Question: Where do the majority of AdWords ad on YouTube appear?

Answer: Watch pages

Question: In terms of numbers of queries, YouTube is the:

Answer: 2nd and largest search engine on the web

Question: Ads on YouTube are bought and sold on an auction basis as well as on a reservation basis at:

Answer: a fixed rate that varies by placement and country

Question: An advertiser is running a placement-targeted campaign on You Tube, and is consistently reaching the daily budget for the campaign. The advertiser is also receiving conversions at the desired cost per conversion. Based on this information, the advertiser should:

Answer: increase the campaign’s budget

Question: Advertisers might choose to advertise on YouTube if their goal is to:

Answer: target a specific demographic using sound and motion

Question: View-through conversions are only available to:

Answer: advertisers that have implemented Conversion Tracking

Question: True or False: An advertiser can target YouTube homepage on mobile devices via AdWords:

Answer: False

Question: TrueView in-slate ads show:

Answer: before YouTube partner videos that are 10 minutes or longer

Question: With the TrueView in-search, an advertiser pays:

Answer: only when a viewer chooses to watch the video

Question: An Adwords advertiser who is promoting the release of a French film wants to advertise on YouTube. The film is entirely in French with no subtitles. The advertiser is already promoting the film heavily in France trough a traditional advertising campaign but wants to ensure that the online ads reach the most relevant YouTube audience. Which targeting option should this advertiser select?

Answer: Set language targeting options for the campaign containing the ads for the film.

Question: True or False: A best practice for selecting keywords with a TrueView in-display campaign, is to consider using other YouTube user tags for keywords,

Answer: True

Question: An advertiser who purchases a YouTube homepage masthead ad pays a:

Answer: fixed cost-per-day (CPD)

Question: John is an advertiser concerned the traffic fluctuations from his campaign he created through AdWords for Video. Which is reason why traffic fluctuations may have occurred for his video campaign?

Answer: User behavior has changed on the videos or channel being targeted

Question: Which video formats is changed using cost-per-view (CPV) pricing?

Answer: TrueView Video Ads


Chapter 5: Bidding

If the main goal is for viewers to see the ad as opposed to clicking the ad then cost per thousand impressions bidding is the best option. When advertisers use cost per thousand impressions, bidding click on display ads, quality score is not affected because click through rate is not calculated as part of CPM bidding. When you set CPM bidding, you are setting the highest amount you are willing pay for each 1,000 ad impressions. This amount is referred to as the Max CPM. The higher the max CPM the greater the chance your ad will appear. You can set your Max CPM on either an Ad Group level or a Placement Level.

If you are using both CPM and CPC bidding, then the AdWords system calculates the effective cost per thousand impressions for an ad which enters the bid. It will convert the CPC bidding to a CPM. This converted CPM is an “effective CPM.” The only type of bidding method that can be used to manage Image ads on the Google Display Network is CPM. You can use the impressions metric to see how often your ad is displayed.

Smart Pricing will automatically reduce your cost per click bid if it believes that a page is less likely to turn into an actionable business result. You can define an actionable business result as an online sale, registration on your website, phone call, or newsletter sign up. Smart Pricing uses the data it has to determine whether an actionable business result is likely.   Smart Pricing takes many factors into account such as which keyword lists or concepts trigger and the page the ad is served. Google estimates the value of certain clicks and adjusts its bids on an ongoing basis.


Question: How is Quality Score affected by CPM bidding?

Answer: It is not affected.

Question: Is CTR important for Quality Score?

Answer: No.

Question: What tool can you use to get the best return on investment?

Answer: Conversion Optimization.

Question: How does CPM and CPC compete in an auction?

Answer: The effective CPM is calculated for CPC and it is compared.

Question: How do you optimize a CPC campaign?

Answer: High CTR, Ad Rank, and Quality Score.

Question: What is CPA?

Answer: It is a bidding model that allows you to pay by the conversion.

Question: What is the best bidding model to reach the most people?

Answer: CPM

Question: What type of bidding model does reservation ads use?

Answer: Fixed price.

Question: When using CPA bidding, an advertiser bids using a maximum CPA an pays by:

Answer: Click.

Question: True or False: Auction bidding is not a concern for advertisers using reservations, as these placements are fixed a price.

Answer: True

Question: Christina is an advertiser that wants to drive traffic to her site, has return on investment goals, and is already using Adwords Conversion tracking. Which bidding strategy is best for Christina?

Answer: Cost Per Click (CPC)

Question: For advertisers bidding on a maximum CPC basis, Quality Score on the Google Display Network is evaluated on the:

Answer: CTR of the ad and the relevance of the ad and keywords to the publisher’s site

Question: Which bidding option is best suited for an advertiser focused on direct response marketing goals?

Answer: Cost-per-Click (CPC)

Question: When advertisers who are using cost-per-thousand impressions (CPM) bidding click on their own display ads, Quality score:

Answer: is not affected because CTR is not a factor with CPM bidding

Question: Cost-per-thousand impressions (CPM) bidding is only available for:

Answer: campaigns that target the Google display network

Question: An advertiser using cost-per-thousand impressions (CPM) bidding wants to maximize exposure on a specific set of sites that have been selected for a new campaign. Which is a best practice that this advertiser should employ when setting up the new campaign?

Answer: set bids at the group or campaign levels

Question: Anna is an advertiser that wants to increase the reach and visibility of her ads. Which bidding strategy is best for Anna?

Answer: Cost-per-impression (CPM)

Question: In order to use the Conversion Optimizer, an advertiser must:

Answer: be using CPC biding

 


Chapter 6: Placement

Placement Performance is a great report when you want to see which Google Display Network properties displayed your ads. You can also view associated statistics using Placement Performance reports. The placement tab will show you all the web pages, apps, and videos where your display ads are appearing. You will have access to both managed placements and automatic placements. Important goals include basic insights such as confirming that your ads are appearing, getting a list of sites where your ad does appear, and seeing impressions/clicks. You can also use placement performance to determine which ads and which placements are doing better.

If you create a new ad group and set it to run on all relevant sites, by using both keywords and placements in the ad group you are restricting the ads to specific sites and showing them only when the content on that website is relevant to the keywords. This is extremely narrow targeting. Bids will need to be higher.

A placement is a website or even specific page on a site where an ad is shown. There are two types of placements: managed placements and automatic placements. Managed placements work when you select what websites you want your ads to appear on. Adding managed placements to your campaign will show your ad on specific websites, online videos, games, RSS feeds, and mobile sites and apps that you choose. Using Managed Placements you can set an individual bid on a specific site. You can increase bids if the conversion rates for certain websites are greater and decrease bids if they are not working so well. Automatic placements require you to select the campaign type and it will run itself. It will use your targeted keywords and methods to match your ads to relevant placements on the Display Network.


Question: Minimum speed requirements are important for reservation based campaigns?

Answer: Yes.

Question: When planning a reservation based campaign you should consider global availability?

Answer: Yes.

Question: Submission and turnaround time for creative are important when planning a reservation based campaign?

Answer: Yes.

Question: When creating a reservation based campaign considering the bidding strategies of other advertisers is important?

Answer: No.

Question: How do you view a reservation based report?

Answer: Ask your Google representative.

Question: What report will tell you which Display Network Properties displayed your ads?

Answer: Placement Report.

Question: What report will tell you which URLs users have seen?

Answer: Placement Report.

Question: What is a good idea when using Site and Category Exclusions?

Answer: Placement Report.

Question: What does using site/category exclusions do?

Answer: It limits ad exposure.

Question: What is a way to limit ad exposure through keywords?

Answer: Negative Keywords.

Question: What should you use to target specific sites with a keyword list?

Answer: Managed Placements.

Question: Does Managed Placements allow you to set up individual bids for specific sites?

Answer: Yes.


Chapter 7: Campaigns & Ad Groups

Remarketing allows you to reach users who previously visited your website. Remarketing will show the user relevant ads when the user visits other sites on the Google Display Network. In short it tracks them as they explore the web. Remarketing is a good way to engage with your audience. It presents highly relevant ads and offers across the web. It reminds potential customers that your brand exists. Often it will improve your ROI. You can stack targeting methods on top of Remarketing such as targeting specific demographics.

The DoubleClick Ad Exchange and AdSense make up display inventory as it relates to the Google Display Network. The DoubleClick Ad Exchange is a real-time marketplace that helps ad networks, agency holding companies, etc. maximize ROI. It is run and owned by Google and you can user delivery controls to improve relevance and performance. Ad Exchange sites are available to Google AdWords accounts through the Google Display Network. The idea is to save time by working on one platform.


Question: What should you do if you want to do both Remarketing and Product Listing Ads?

Answer: You should create separate campaigns.

Question: What is the goal of a remarketing campaign?

Answer: To reach people who previously visited your website and show them more ads.

Question: Why is recommended to separate Display Network campaigns from Search Network campaign?

Answer: Different campaign settings may be more effective on different networks

Question: Which is a unique benefit of creating a separate campaign that is only targeted to the Google Display Network?

Answer: Allocate budget and control spend more effectively across campaigns

Question: On Schedule Indicator (OSI) is:

Answer: The percent likelihood the campaign will deliver all impressions booked

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

Answer: Ad Scheduling

Question: Jackie is an advertiser that wants to target by using both Remarketing and Product Listings. What is the best targeting strategy for Jackie to execute this?

Answer: Create two campaigns: one targeted to “Display – Remarketing” and the other targeted to “Search – product Listings”

Question: How long should advertisers wait after creating a new display campaign before analyzing its performance?

Answer: 2-3 weeks

Question: Which is the best type of campaign for advertisers to target a set of specific sites they’ve chosen?

Answer: Placement targeting

Question: True or False: When an advertiser edits an ad extension within an Enhanced Campaign, then all the performance statistics are lost

Answer: False

Question: Which tool is best suited to aid an advertiser that does not want to do the work of finding and bidding on placements?

Answer: Display Campaign Optimizer

Question: When reviewing her display campaign, Gina sees that there are spikes in traffic to her site on weekdays from 10am to 1pm. With this data, which would help optimize her campaign?

Answer: Ad Scheduling

Question: Which automatically optimizes both targeting and bidding to help find additional conversion for Display Network campaigns?

Answer: Display Campaign Optimizer


Chapter 8: Creating Ads

Best practice for building ads using Ad Gallery is to add a visible display URL. Other best practices include using different templates for all ads, using fewer larger images, and creating an image heavy ad. You would not want to hide your display URL, use the same template for all ads, use multiple images, use small images, or create a text heavy ad on Ad Gallery.

If an advertiser uses Ad Gallery to create a display ad and the ad does not display properly for the entire ad sizes that you want it to you should create new display ads that will work well with the ad sizes that are not working properly. You should not create a low resolution ad to display for all placements. You should not use target placements that only accept ads in limited sizes. Redesigning the ad using the Ad Gallery is also not advisable. The Ad gallery allows advertisers to use templates to create display ads at scale. The templates are pre-existing designs and easy to work with.

If you want to determine how well or how poor your landing pages are doing you should use the destination URL dimensions. This report will allow you to see which URLS you directed users to. This is exclusively for AdWords traffic. It is useful to see how engaged your users are. You can view the report on the Ad Distribution Network to see which methods of distribution are the most effective for your campaign. If one network is more successful you should consider increasing your bid or budget.

Question: Should you add a visible display URL when using Display Ad Builder?

Answer: Yes.

Question: Is a complimentary color scheme recommended when using Display Ad Builder?

Answer: Yes.

Question: An advertiser selling airplane tickets has designed an image ad with drop-down menus for departure and arrival airport locations. Rather than programming the drop-down menu to show actual airports, the advertiser wants a click on the ad to take the user to his or her website. This ad will:

Answer: be disapproved because it mimics a function the ad cannot perform

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

Answer: Fast landing page load time

Question: Ads are more likely to be contextual relevant with the sites they’re on using:

Answer: Topic Targeting

Question: An ads Quality Score on the Google Display Network will affect:

Answer: whether an ad is eligible to enter the ad auction

Question: Which is a method for evaluating performance that is only available for display ads created with the display ad builder?

Answer: Mouseover rate

Question: What is the best practice for building ads using the display ad builder?

Answer: Add a visible display URL

Question: An advertiser creates a display ad with the display ad builder. The ad does not display properly for all of the ad sizes that the advertiser wishes to use. What should the advertiser do to ensure that the ad can be shown in all ad sizes without limiting exposure?

Answer: Create new display ads that will work well with the ad sizes that are not working properly.

Question: Which builds keyword lists that can be used to show your ads on relevant webpages across the Google display network?

Answer: Contextual targeting tool

Question: When competing for the same ad unit, if the Ad Rank of a cost-per-thousand impressions (CPM), placement-targeted ad is higher than the combined Ad Rank of all competing keyword-targets ads, then the:

Answer: placement-targeted ad will be the only ad to appear in the unit.

Question: An advertiser who has seen success on the Google Display Network with text ads wants to start using display ads for a seasonal advertising campaign. The advertiser has a medium-sized creative team to create these ads. Why should this advertiser consider using Google’s display ad builder tool as opposed to other tools?

Answer: Display ad builder will allow the advertiser to easily create and change creative messaging.

Question: When optimizing for the Google display network, a clear call-to-action in the ad text is important to:

Answer: set expectations for users who are in various stages of the buying cycle

Question: The display ad builder allows advertisers to:

Answer: use templates to create display ads at scale

Question: Which is a best practice for creating an effective ad using the display ad builder?

Answer: Use a color scheme that complements your image and brand

Question: Jimmy is a surfing company’s brand manager, and is implementing his video campaign. When selecting his video still, which is the best to demonstrate that the video is a short surfing video?

Answer: When the surfer paddles out to the wave

Question: What is a benefit of using the display ad builder to create an image ad?

Answer: Ability to choose from pre-existing design templates

Question: If a display ad has been disapproved, how does an advertiser submit a request for another review?

Answer: Save the edited ad or upload a new ad in AdWords


Chapter 9: Tools

Google considers AdWords Editors 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.”

The display planner can be used to see potential websites where your ad will appear based on the keywords you selected. Display planner will not allow you to manage CPC bids for contextual campaigns. Display planner will not allow you to run a report to determine which keywords are most likely to convert.

Display planner helps you generate ideas for targeting based on customers’ interest and landing pages. Each idea that you want to test will come with an impression estimate and historical cost.   This will help you plan your campaign and have a general understanding of how much it may cost. Targeting ideas can include keywords, placements, topics, interests, and demographics.

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.

Question: How can you track Mouseover Rate on ads?

Answer: Display Ad Builder.

Question: Does Ad Builder have pre-existing design templates?

Answer: Yes.

Question: What is it beneficial to include a text ad in the same ad group as an image ad when advertising on Google Display Network?

Answer: It ensures maximum coverage, as some publishers do not accept all ad formats.

Question: Which best practice is advisable when optimizing ad groups within a placement-targeted display campaign?

Answer: Group placements with similar themes into the same ad group

Question: An advertiser who sells Java coffee beans has added the keyword ‘Java’ to an ad group. After two weeks, the advertiser runs a Placement Performance Report and notices that the ad is showing up on website related to JavaScript programming. What should the advertiser do in order to avoid appearing on these irrelevant sites and other sites related to Javascript programming?

Answer: Add negative keywords like “programming” or “Javascript”

Question: Managed placements allow advertisers to:

Answer: bid differently for specific placements on the Google Display Network


Chapter 10: Landing Pages

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: Does a faster landing page load time help with Quality Score?

Answer: Yes.


Chapter 11: Mobile

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.

Question: Can AdWords target mobile apps?

Answer: Yes.


Chapter 12: Questions with Answers


Q: You might choose to use preferred layouts for dynamic display ads if your client:

wants to choose the features but not the layouts

doesn’t care if AdWords chooses the layouts and features

wants to choose the layouts but not the features

 wants to choose the layouts and features

 

Q: Your client wants to reach new parents with ads for organic baby food. What kind of targeting would you recommend?

 In-market audiences using the “Infant & Toddler Feeding/Toddler Meals” category

Managed placements

Similar audiences

Dynamic remarketing

 

Q: Viewable cost-per-thousand impressions (vCPM):

applies to all ads that appear in Google Search and on the Display Network

 lets you pay only for the impressions that become viewable

lets you bid based on AdWords’ projected views of your ad

counts an ad as “viewable” when 75% of it is visible on the screen for 5 seconds or more

 

Q: Your client wants to place image and video ads on a wide variety of websites so people will see them while browsing those sites. Which types of AdWords campaign would be best for that?

 Display Network only

Search Network with YouTube Select

Search Network with Display Select

Search Network only

 

Q: Which tool works best to help advertisers automatically find and bid on relevant placements?

Targeting optimization

Keyword Planner

 Display Planner

Conversion Optimizer

 

Q: Which is a best practice for creating an effective ad using the Ad gallery?

Create only one ad size for each distinct image

 Use a color scheme that complements your image and brand

Choose one template and use it for all ads

Use the same color for the foreground and background of the ad

 

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

Create a campaign for each website

Set bids at the ad group or campaign level

Choose websites that represent a variety of themes

 Set bids on individual placements

 

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

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

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

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

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

 

Q: If you’re considering a Display Network campaign and want to estimate the reach of different targeting options, you’d use:

Keyword Planner

Google Analytics

Ad Preview and Diagnosis

 Display Planner

 

Q: Hayley’s client wants to drive sales of her new cook book that’s about gluten-free desserts. If Hayley sets up a Display Network campaign that targets potential customers using keywords and topics and the “Target and bid” setting, her client’s ads can show when:

only the keywords match

only the topics match

the keywords and bid match

 the keywords and topics match

 

Q: Which of these metrics is typically most important in measuring a direct response advertiser’s performance on the Google Display Network?

Clicks

Impressions

 Conversions

Cilckthrough Rate (CTR)

 

Q: If your client runs a car dealership and wants to increase brand awareness among auto enthusiasts, which bidding type would you suggest?

Target cost-per-acquisition (CPA)

 Viewable cost-per-thousand-impressions (vCPM)

Cost-per-view (CPV)

Cost-per-day (CPD)

 

Q: Which practice would be acceptable under Google’s editorial and technical requirements?

Including a generic phrase like “Buy products, click here”

Linking to a site that’s under construction

Showing a URL that doesn’t accurately indicate the landing page, such as “google.com” taking people to gmail.com

 Promoting documented copyrighted content

 

Q: Your client wants to reach customers who are browsing content relevant to the company’s keywords and highly likely to buy their products. You recommend using the Search Network with Display Select because the Display Option:

 uses keywords to target web pages with relevant content and uses predictive models to determine which pages are most likely to result in conversions

optimizes keywords and applies affinity targeting conversion models to target ads

uses dynamic placement to target web pages and applies predictive conversion models to target ads

optimizes affinity targeting to place ads on all relevant web pages

 

Q: How does an extension work on a Display ad?

 It adds extra information, like a location or phone number

It extends the ad below the fold

It adds a testimonial

It extends the length of the ad placement

 

Q: Your client Anna wants to increase the reach and visibility of her ads. Which bidding strategy would you recommend?

Cost-per-acquisition (CPA/CO)

 Viewable cost-per-thousand impressions (vCPM)

Cost-per-view (CPV)

Cost-per-click (CPC)

 

Q: Which is a method for evaluating performance of engagement ads created with the Ad gallery?

Funnel Visualization report

AdSense reports in Google Analytics

Transaction rate

 Mouseover Rate

 

Q: In order to use target cost-per-acquisition (CPA) bidding, an advertiser must:

be opted in to the Search Network

be using viewable cost-per-thousand impression (vCPM) bidding, with a certain number of viewable impressions in the previous 30 days

be opted in to the Search Network and YouTube

 have a certain number of conversions in the previous 30 days

 

Q: The dynamic remarketing tag collects data such as:

affinity group characteristics

 types of pages viewed

number of code snippets

business ID numbers of visitors

 

Q: Which is a benefit of using display advertising with Google to build brand awareness?

Accurate forecasts of clicks and impressions

 Consistent performance from day-to-day

Higher clickthrough rates (CTR) than on Google Search

Expansive network of diverse sites

 

Q: Which ad format is easiest to create, edit, and has the widest reach on the Google Display Network?

Display ads

 Text ads

Video ads

Rich media ads

 

Q: You’re setting up a dynamic remarketing campaign for your client who sells educational products. Which best practice should you follow?

Use a custom feed

 Use the “Education” business type

Include “textbooks” and “study guides” as keywords

Implement the remarketing tag after the body tag

 

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

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

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

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

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

 

Q: Your client has a cupcake shop in a hard-to-find alley in San Francisco. She’s advertising on the Display Network. What’s the best way to help people find her?

 Add a location extension to her ad

Advertise on the Search network as well as the Display Network

Add a map showing her location to her ads

Prominently feature her street address in bold text

 

Q: “Engagement” with a Lightbox ad on a mobile phone or tablet is achieved when someone:

hovers their finger over the ad for at least 2 seconds

watches the ad for at least 2 seconds

 expands or interacts with the ad

watches the ad twice in a rob

 

Q: An advertiser who has conversion tracking enabled wants to optimize a campaign that contains display ads. In order to identify the websites that are generating sales, the advertiser should review:

 the “conversions” column of the Placements tab reporting table

the Site Search report within Google Analytics

their clickthrough rate (CTR) for each placement

the average cost-per-conversion of the campaign

 

Q: In-market audience targeting consists of people:

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

who are in your overall target demographic group

whom you’ve reached through remarketing

who are interacting with contextually relevant content

 

Q: Remarketing is targeting ads to people who’ve already visited:

multiple websites on the Display Network

 your website after they’ve searched on Google

competitors’ websites multiple times

your website as they browse websites and use apps on the Display Network

 

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

 reach a specific audience

control where his ads appear on the Display Network

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

drive sales on his website

 

Q: Your client Alexa, who sells wedding accessories, is running a text ad on the Display Network. What might Google automatically include in her ads?

A promotion from a related business, like a bakery

 A map showing her business location

A quotation about falling in love

A photo of a bride

 

Q: What functionality applies to HTML5 ads?

They use interactive content stored in containers and rendered in browsers

They can’t be viewed on mobile devices

They’re easy to update and don’t require plug-ins

 They’re easy to update but require plug-ins

 

Q: Dynamic remarketing lets an advertiser:

 Show prior visitors to his site ads that are based on products or services they saw on the site

Engage visitors to the website by opening a chat session

Re-run ad to increase the volume of people who will see it.

Show an ad to someone on his mobile device 24 hours after visiting the website on desktop PC

 

Q: A custom Lightbox ad must have a format hosted in:

 DoubleClick Studio

AdWords

DoubleClick Campaign Manager

DoubleClick Studio or AdWords

 

Q: Jackie is an advertiser who wants to reach people by using both remarketing and Product Listing Ads. What’s the best targeting strategy for her?

Create one ad group targeted to both remarketing and Shopping

 Create separate remarketing and Shopping campaigns

Create a combined remarketing and Shopping campaign

Create two ad groups: one targeted to remarketing and the other to Shopping

 

Q: For an ad entering into an auction on the Display Network, the AdWords system will calculate the effective cost-per-thousand impressions (eCPM) when there are:

both cost-per-click (CPC) and cost-per-acquisition (CPA) ads entering the auction

 only cost-per-click (CPC) ads entering the auction

only cost-per-thousand impressions (CPM) ads entering the auction

any cost-per-click (CPC) or cost-per-acquisition (CPA) ads entering the auction

 

Q: Your client Christina wants to drive traffic to her site. She has return-on-investment goals and is already using AdWords conversion tracking. Which bidding strategy would you recommend?

Cost-per-view (CPV)

 Target return on ad spend (ROAS)

Viewable cost-per-thousand impressions (vCPM)

Cost-per-day (CPD)

 

Q: An ad may not appear correctly on mobile phones if it:

uses Flash or contains large images

uses HTML5

 isn’t optimized for mobile

is in Lightbox format

 

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

regardless of their particular interests

who’ve already visited their website

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

with a particular broad interest, for example, sports fans

 

Q: What’s needed to create a “Display Network” campaign to start promoting an app in other apps and on mobile websites?

Prior placement of an ad for the app on the Search Network

The serial number of the promoted app

 The app package name (Android) and/or app ID (iOS) of the promoted app

The selection of at least two mobile targeting options

 

Q: When reviewing her display campaign, Gina sees that there are spikes in traffic to her site on weekdays from 10am to 1pm. With this data, which would help optimize her campaign?

Ad Rotation

IP Exclusion

 Ad Scheduling or Bid Adjustment

Frequency Capping

 

Q: An advertiser who’s had success with text ads on the Display Network wants to start using rich media ads. Why should she consider using Ad gallery compared with other tools?

Ad gallery lets advertisers include as much text as the advertiser thinks is needed

Ads built with Ad gallery tend to have lower cost-per-click (CPC) than ads built with other tools

Ad gallery lets advertisers easily create and change ad text

 Ad gallery’s template ensure that ads blend into the color scheme of any website

 

Q: Where can you place a client’s image and video ads?

 On the Display Network only

On the Search Network only

On the Search Network and YouTube

On the Search and Display Networks

 

Q: The Ad Gallery allows advertisers to:

download and edit display ads created by third party developers

edit and manipulate images and video footage to be used in their display ads

create display ads to be used in any online or offline format

 use templates to create display ads at scale

 

Q: When an advertiser using viewable cost-per-thousand impressions (vCPM) bidding clicks on his own display ad, Quality Score:

 is not affected because the click is automatically filtered out by Google’s invalid click technology

improves for that placement because the vCPM bid decreases

improves for that placement because the clickthrough rate (CTR) increases

is not affected because clickthrough rate (CTR) is not a factor with vCPM bidding

 

Q: Which automatically expends your reach based on your campaign’s conversion history to help get as many conversions as possible?

 Aggressive targeting

Google Analytics

Ad Preview and Diagnosis tool

Display Planner

 

Q: What’s something you can do in Ad gallery to enhance a dynamic display ad?

Add a flashing border

Upload your own call-to-action button

Make the call-to-action button blink

 Customize your logo and colors

 

Q: In order to use Conversion Optimizer, an advertiser must:

 have a certain number of conversions in the previous 30 days

be opted in to the Search Network and YouTube

be opted in to the Search Network

be using viewable cost-per-thousand impressions (vCPM) bidding, with a certain number of viewable impressions in the previous 30 days

 

Q: Someone browsing the internet sees Google Adwords display ad for laptop computers on a Google Display Network site, but does not click on it. Two weeks later, the user is interested in buying a laptop computer and decides to visit the site from the ad. The user finds the site by performing a Google search, goes directly to the site, and purchases a laptop. Implementing view-through conversions would be valuable for the advertiser because it could:

track the IP addresses of the users who saw the ad

 measure the number of conversions that are associated with ad impressions

track the number of users who saw the ad but did not convert

measure the number of potential clicks that are associated with ad impressions

 

Q: Which practice would violate Google’s editorial and professional requirements?

 Showing a ValueTrack tag in the text

Including a question mark in the headline

Directing people to a page other than the advertiser’s homepage

Including a border on the ad

 

Q: If you’re using remarketing to reach people who’ve used your mobile app, they see your ads:

while browsing and using Google Maps

each time they re-use your mobile app

when they enter search terms for products like yours on a mobile device

 while using other mobile apps on the same mobile or tablet device

 

Q: Which is a benefit of using a Lightbox ad?

You can run it on both the Search and Display Networks

 You can use any Display Network targeting method

There’s no cost for engagement with the ad

You can be charged only for click-throughs

 

Q: You have a friend who has a small business, and she wants to manage her own AdWords campaign. She has no experience with AdWords and would like to experiment with different options. Which campaign type would you recommend to start?

Search Network only

 Search Network with Display Select

Display Network with Search Select

Display Network only

 

Q: Your client Kevin works for a retailer that sells eco-friendly products. He wants to attract an audience with an established interest in his message. What type of targeting would you recommend?

Demographic targeting

Contextual product targeting

 The “Green Living Enthusiasts” affinity audience

Gender targeting

 

Q: On the Display Network, enhanced cost-per-click (ECPC) automatically:

sets bids to help you get as many conversions as possible

adjusts your manual bid up or down based on each click’s likelihood to result in a conversion

sets bids to maximize your conversion value while trying to reach an average return on ad spend

 sets bids to help you get the most clicks within your target spend amount

 

Q: Your client has a Mexican restaurant and wants to increase brand awareness in the local community. What type of ad would you create to help reach your client’s goal?

A text ad with a call extension on the Search Network

 An interactive Lightbox display ad on the Display Network that’s focused on the restaurant’s most popular menu items

A text ad with keywords describing the most popular menu items, like “fish tacos” on the Search Network

An image ad featuring a drawing of the restaurant on the Display Network

 

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

have a goal conversion rate of 20%

 have your Google Analytics and AdWords accounts linked

have at least one active AdWords account

have a goal conversion rate of 30%

 

Q: Which targeting method allows an advertiser to reach people who have previously visited their website by showing them relevant ads when they visit other placements on the Google Display Network?

Interest category

 Remarketing

Topic

Placement

 

Q: Your client Ali has a car dealership. She wants to reach people who are actively researching electric cars and ready to buy one. Which type of targeting would you recommend?

Demographic targeting

A broad affinity audience

 In-market audiences

Dynamic remarketing

 

Q: When creating a display ad, Ad gallery lets you:

 automatically create a display ad from existing ad text

extend a Display campaign’s reach to Google search partners

choose from existing design templates

automatically adjust image content based on campaign performance

 

Q: A Ready Lightbox ad can contain:

 a video and images

adult-oriented content

a 3-D game

just text with no image

 

Q: Which automatically optimizes both targeting and bidding to help find additional conversion for Display Network campaigns?

Display Campaign Optimizer

 

Q: What is it beneficial to include a text ad in the same ad group as an image ad when advertising on Google Display Network?

It ensures maximum coverage, as some publishers do not accept all ad formats.

 

Q: Which best practice is advisable when optimizing ad groups within a placement-targeted display campaign?

 Group placements with similar themes into the same ad group

Move automatic and managed placements into separate ad groups

Create a separate ad group for each placement

Group all placements together into a single ad group

 

Q: An advertiser who sells Java coffee beans has added the keyword ‘Java’ to an ad group. After two weeks, the advertiser runs a Placement Performance Report and notices that the ad is showing up on website related to JavaScript programming. What should the advertiser do in order to avoid appearing on these irrelevant sites and other sites related to Javascript programming?

Add negative keywords like “programming” or “Javascript”

 

Q: Managed placements allow advertisers to:

bid differently for specific placements on the Display Network

 

Q: An advertiser selling airplane tickets has designed an image ad with drop-down menus for departure and arrival airport locations. Rather than programming the drop-down menu to show actual airports, the advertiser wants a click on the ad to take the user to his or her website. This ad will:

be disapproved because it mimics a function the ad cannot perform

 

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

Fast landing page load time

 

Q: Ads are likely to be contextual relevant with the sites they’re on using:

Topic Targeting

 

Q: An ads Quality Score on the Google Display Network will affect:

whether an ad is eligible to enter the ad auction

 

Q: Which is a method for evaluating performance that is only available for display ads created with the display ad builder?

Mouseover rate

 

Q: What is the best practice for building ads with Ad gallery?

Add a visible display URL

 

Q: An advertiser creates a display ad with the display ad builder. The ad does not display properly for all of the ad sizes that the advertiser wishes to use. What should the advertiser do to ensure that the ad can be shown in all ad sizes without limiting exposure?

Create new display ads that will work well with the ad sizes that are not working properly

 

Q: Which builds keyword lists that can be used to show your ads on relevant webpages across the Google display network?

Google Analytics

Display Campaign Optimizer

Keyword Planner

 Display Planner

 

Q: When competing for the same ad unit, if the Ad Rank of a cost-per-thousand impressions (CPM), placement-targeted ad is higher than the combined Ad Rank of all competing keyword-targets ads, then the:

placement-targeted ad will be the only ad to appear in the unit.

 

Q: An advertiser who has seen success on the Google Display Network with text ads wants to start using display ads for a seasonal advertising campaign. The advertiser has a medium-sized creative team to create these ads. Why should this advertiser consider using Google’s display ad builder tool as opposed to other tools?

Display ad builder will allow the advertiser to easily create and change creative messaging.

 

Q: When optimizing for the Display Network, a clear call-to-action in the ad text is important to:

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

 

Q: The display ad builder allows advertisers to:

use templates to create display ads at scale

 

Q: Which is a best practice for creating an effective ad using the display ad builder?

Use a color scheme that complements your image and brand

 

Q: Jimmy is a surfing company’s brand manager, and is implementing his video campaign. When selecting his video still, which is the best to demonstrate that the video is a short surfing video?

When the surfer paddles out to the wave

 

Q: What is a benefit of using the display ad builder to create an image ad?

Ability to choose from pre-existing design templates

 

Q: If a display ad has been disapproved, how does an advertiser submit a request for another review?

Save the edited ad or upload a new ad in AdWords

 

Q: When using CPA bidding, an advertiser bids using a maximum CPA an pays by:

Click

 

Q: True or False: Auction bidding is not a concern for advertisers using reservations, as these placements are fixed a price.

True

 

Q: Christina is an advertiser that wants to drive traffic to her site, has return on investment goals, and is already using Adwords Conversion tracking. Which bidding strategy is best for Christina?

Cost Per Click (CPC)

 

Q: For advertisers bidding on a maximum CPC basis, Quality Score on the Google Display Network is evaluated on the:

CTR of the ad and the relevance of the ad and keywords to the publisher’s site

 

Q: Which bidding option is best suited for an advertiser focused on direct response marketing goals?

Cost-per-Click (CPC)

 

Q: When advertisers who are using cost-per-thousand impressions (CPM) bidding click on their own display ads, Quality score:

is not affected because CTR is not a factor with CPM bidding

 

Q: Cost-per-thousand impressions (CPM) bidding is only available for:

campaigns that target the Google display network

 

Q: An advertiser using cost-per-thousand impressions (CPM) bidding wants to maximize exposure on a specific set of sites that have been selected for a new campaign. Which is a best practice that this advertiser should employ when setting up the new campaign?

set bids at the group or campaign levels

 

Q: Anna is an advertiser that wants to increase the reach and visibility of her ads. Which bidding strategy is best for Ana?

Cost-per-impression (CPM)

 

Q: In order to use the Conversion Optimizer, an advertiser must:

be using CPC biding

 

Q: An advertiser wants a display ad to be eligible to appear on You Tube. The advertiser has already a campaign set to show only on managed placements within AdWords. What process does this advertiser need to follow for the ad to be eligible to appear on You Tube:

Select youtube.com or specific sections within YouTube where the ads will appear.

 

Q: Where do the majority of AdWords ad on YouTube appear?

Watch pages

 

Q: In terms of numbers of queries, YouTube is the:

2nd and largest search engine on the web

 

Q: Ads on YouTube are bought and sold on an auction basis as well as on a reservation basis at:

a fixed rate that varies by placement and country

 

Q: An advertiser is running a placement-targeted campaign on You Tube, and is consistently reaching the daily budget for the campaign. The advertiser is also receiving conversions at the desired cost per conversion. Based on this information, the advertiser should:

increase the campaign’s budget

 

Q: Advertisers might choose to advertise on YouTube if their goal is to:

target a specific demographic using sound and motion

 

Q: View-through conversions are only available to:

advertisers that have implemented Conversion Tracking

 

Q: True or False: An advertiser can target YouTube homepage on mobile devices via AdWords:

False

 

Q: TrueView in-slate ads show:

before YouTube partner videos that are 10 minutes or longer

 

Q: With the TrueView in-search, an advertiser pays:

only when a viewer chooses to watch the video

 

Q: An advertiser promoting the release of a film that’s entirely in French with no subtitles wants to advertise on YouTube. He’s advertising it heavily in France through a traditional ad campaign, but wants to ensure that online ads reach the most relevant YouTube audience. Which should he do?

Set language targeting options for the campaign containing the ads for the film.

 

Q: True or False: A best practice for selecting keywords with a TrueView in-display campaign, is to consider using other YouTube user tags for keywords,

True

 

Q: An advertiser who purchases a YouTube homepage masthead ad pays a:

fixed cost-per-day (CPD)

 

Q: John is an advertiser concerned the traffic fluctuations from his campaign he created through AdWords for Video. Which is reason why traffic fluctuations may have occurred for his video campaign?

User behavior has changed on the videos or channel being targeted

 

Q: Which video formats is changed using cost-per-view (CPV) pricing?

TrueView Video Ads

 

Q: In order to run a display ad trough AdWords, a campaign must be opted into:

Google Display Network

 

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

display these ads on the Display Network

 

Q: What is the best definition of Google display advertising?

Non-text ads that use images, flash, video or other technologies, and appear alongside publisher content.

 

Q: Which feature applies to the Google Display Network, but not the Google Search Network?

Frequency capping

 

Q: True or False: Video search behavior is different than traditional searching behavior

True

 

Q: Frequency capping limits the number of times:

your ads appear to the same person on the Display Network

 

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

Impressions for a unique user

 

Q: Frequency capping limits the number of times:

your ads appear to the same person on the Display Network

 

Q: The AdWords system will calculate the effective cost-per-thousand impressions (eCPM) for an ad entering into an auction for the Google Display Network when there are:

both CPM and CPC ads entering the auction

 

Q: Which feature could help advertisers determine if the clicks they are receiving on the Google Display Network are valuable?

Conversion Tracking

 

Q: An advertiser purchasing display advertising through other ad networks can still benefit from using AdWords display ads because:

the ad can appear multiple times on a page to reinforce the advertisers’s message

she can infinitely loop animated image ads

 she can fill in the gaps of niche and mass-marketed sites using AdWords targeting options

the ad will show on all ad networks and will reinforce the advertiser’s message

 

Q: Which allows an advertiser to reach users that have previously visited the advertiser’s site, and show the user relevant ads when the user visits other sites on the Google Display Network?

Remarketing

 

Q: If a display ad appears “above the fold” this means that the ad:

can be viewed in the upper portion of the page without scrolling

 

Q: With Click-to-Play videos, a best practice is to:

use a call-to-action in opening image

 

Q: True or False: An advertiser can target mobile apps via AdWords

True

 

Q: Display inventory on Google Display Network can come from Adsense or:

The DoubleClick Ad Exchange

 

Q: Which is a video ad that can be implemented using Ad Words for video:

True View Video ads

 

Q: An advertiser who wants to target specific categories of video content on the Display Network should:

 use video ads

target the Search Network

add a call-to-action (CTA) overlay to the ads

add the keyword “video” to the campaign

 

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

 site on which people have seen their ad

countries of residence of people who’ve seen their ad

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

frequency at which an ad is shown for a given person

 

Q: Which report should advertisers run to see which Google Display Network properties displayed their ads and view associated statistics?

Placement Performance

 

Q: An advertiser is running video ads on a placement-targeted campaign. Recently, the play rate for video ads has decreased. To understand if the decreased play rate is due to the same users seeing the ad repeatedly and therefore not watching the video again, this advertiser should:

run a Reach and Frequency report

 

Q: In regards to advertising metrics, Auction-based reports can be reviewed by logging into AdWords and Reservation-based reports can be reviewed:

by requesting it from the Google representative

 

Q: Which report is helpful when using Site and Category Exclusions?

Placement report

 

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

Google Analytics

 

Q: An advertiser who already has AdWords Conversion Tracking installed wants to optimize a campaign that contains display ads. In order to identify the websites that are generating sales, the advertiser should review:

the “conversions” column of the Placement Performance report

 

Q: Advertisers using the Google display network can use the Placement Performance Report to determine:

the site URL where users have seen their ad

 

Q: A user who is browsing the internet sees Google Adwords display ad for laptop computers on a Google Display Network site, but does not click on the ad. Two weeks later, the user is interested in buying a laptop computer and decides to visit the site from the ad. The user finds the site by performing a Google search, goes directly to the site, and purchases a laptop. Implementing view-trough conversions would be valuable for the advertiser in this scenario because it would allow them to:

measure the number of conversions that are associated with ad impressions

 

Q: When planning a campaign, the first thing that an advertiser should think about should be:

the advertiser’s goals

 

Q: Which is benefit of using display advertising with Google to build brand awareness?

Expansive network of diverse sites

 

Q: For an advertiser focused on branding, what are the key success metrics?

Reach and Frequency

 

Q: A direct response advertiser would like to promote a new line of non-stick cookware that is being sold on an e-commerce site with a display ad. This advertiser should choose a landing page for the ad that features:

the entire new line of non-stick cookware

 

Q: Which of the following is typically most important in measuring a direct response advertiser’s performance on the Google Display Network?

Conversions

 

Q: A direct response advertiser is primarily interested in generating conversions from a display campaign. To get the best return on investment (ROI), this advertiser should use:

Conversion Optimizer

 

Q: Which bidding option is best suited for an advertiser focused on branding goals?

Cost-per-thousand impressions

 

Q: Why is recommended to separate Display Network campaigns from Search Network campaign?

Different campaign settings may be more effective on different networks

 

Q: Which is a unique benefit of creating a separate campaign that is only targeted to the Google Display Network?

Allocate budget and control spend more effectively across campaigns

 

Q: On Schedule Indicator (OSI) is:

The percent likelihood the campaign will deliver all impressions booked

 

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

Ad Scheduling

 

Q: Jackie is an advertiser that wants to target by using both Remarketing and Product Listings. What is the best targeting strategy for Jackie to execute this?

Create two campaigns: one targeted to “Display – Remarketing” and the other targeted to “Search – product Listings”

 

Q: How long should advertisers wait after creating a new display campaign before analyzing its performance?

2-3 weeks

 

Q: Which is the best type of campaign for advertisers to target a set of specific sites they’ve chosen?

Placement targeting

 

Q: True or False: When an advertiser edits an ad extension within an Enhanced Campaign, then all the performance statistics are lost

False

 

Q: Which tool is best suited to aid an advertiser that does not want to do the work of finding and bidding on placements?

Display Campaign Optimizer

 

Q: When reviewing her display campaign, Gina sees that there are spikes in traffic to her site on weekdays from 10am to 1pm. With this data, which would help optimize her campaign?

Ad Scheduling


Chapter 13: Notes Cards


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

Answer: the advertiser’s goals

Which is benefit of using display advertising with Google to build brand awareness?

Answer: Expansive network of diverse sites

For an advertiser focused on branding, what are the key success metrics?

Answer: Reach and Frequency

A direct response advertiser would like to promote a new line of non-stick cookware that is being sold on an e-commerce site with a display ad. This advertiser should choose a landing page for the ad that features:

Answer: the entire new line of non-stick cookware

Which of the following is typically most important in measuring a direct response advertiser’s performance on the Google Display Network?

Answer: Conversions

A direct response advertiser is primarily interested in generating conversions from a display campaign. To get the best return on investment (ROI), this advertiser should use:

Answer: Conversion Optimizer

Which bidding option is best suited for an advertiser focused on branding goals?

Answer: Cost-per-thousand impressions

Why is recommended to separate Display Network campaigns from Search Network campaign?

Answer: Different campaign settings may be more effective on different networks

Which is a unique benefit of creating a separate campaign that is only targeted to the Google Display Network?

Answer: Allocate budget and control spend more effectively across campaigns

On Schedule Indicator (OSI) is:

Answer: The percent likelihood the campaign will deliver all impressions booked

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

Answer: Ad Scheduling

Jackie is an advertiser that wants to target by using both Remarketing and Product Listings. What is the best targeting strategy for Jackie to execute this?

Answer: Create two campaigns: one targeted to “Display – Remarketing” and the other targeted to “Search – product Listings”

How long should advertisers wait after creating a new display campaign before analyzing its performance?

Answer: 2-3 weeks

Which is the best type of campaign for advertisers to target a set of specific sites they’ve chosen?

Answer: Placement targeting

True or False: When an advertiser edits an ad extension within an Enhanced Campaign, then all the performance statistics are lost

Answer: False

Which tool is best suited to aid an advertiser that does not want to do the work of finding and bidding on placements?

Answer: Display Campaign Optimizer

When reviewing her display campaign, Gina sees that there are spikes in traffic to her site on weekdays from 10am to 1pm. With this data, which would help optimize her campaign?

Answer: Ad Scheduling

Which automatically optimizes both targeting and bidding to help find additional conversion for Display Network campaigns?

Answer: Display Campaign Optimizer

What is it beneficial to include a text ad in the same ad group as an image ad when advertising on Google Display Network?

Answer: It ensures maximum coverage, as some publishers do not accept all ad formats.

Which best practice is advisable when optimizing ad groups within a placement-targeted display campaign?

Answer: Group placements with similar themes into the same ad group

An advertiser who sells Java coffee beans has added the keyword ‘Java’ to an ad group. After two weeks, the advertiser runs a Placement Performance Report and notices that the ad is showing up on website related to JavaScript programming. What should the advertiser do in order to avoid appearing on these irrelevant sites and other sites related to Javascript programming?

Answer: Add negative keywords like “programming” or “Javascript”

Managed placements allow advertisers to:

Answer: bid differently for specific placements on the Google Display Network

An advertiser selling airplane tickets has designed an image ad with drop-down menus for departure and arrival airport locations. Rather than programming the drop-down menu to show actual airports, the advertiser wants a click on the ad to take the user to his or her website. This ad will:

Answer: be disapproved because it mimics a function the ad cannot perform

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

Answer: Fast landing page load time

Ads are more likely to be contextual relevant with the sites they’re on using:

Answer: Topic Targeting

An ads Quality Score on the Google Display Network will affect:

Answer: whether an ad is eligible to enter the ad auction

Which is a method for evaluating performance that is only available for display ads created with the display ad builder?

Answer: Mouseover rate

What is the best practice for building ads using the display ad builder?

Answer: Add a visible display URL

An advertiser creates a display ad with the display ad builder. The ad does not display properly for all of the ad sizes that the advertiser wishes to use. What should the advertiser do to ensure that the ad can be shown in all ad sizes without limiting exposure?

Answer: Create new display ads that will work well with the ad sizes that are not working properly.

Which builds keyword lists that can be used to show your ads on relevant webpages across the Google display network?

Answer: Contextual targeting tool

When competing for the same ad unit, if the Ad Rank of a cost-per-thousand impressions (CPM), placement-targeted ad is higher than the combined Ad Rank of all competing keyword-targets ads, then the:

Answer: placement-targeted ad will be the only ad to appear in the unit.

An advertiser who has seen success on the Google Display Network with text ads wants to start using display ads for a seasonal advertising campaign. The advertiser has a medium-sized creative team to create these ads. Why should this advertiser consider using Google’s display ad builder tool as opposed to other tools?

Answer: Display ad builder will allow the advertiser to easily create and change creative messaging.

When optimizing for the Google display network, a clear call-to-action in the ad text is important to:

Answer: set expectations for users who are in various stages of the buying cycle

The display ad builder allows advertisers to:

Answer: use templates to create display ads at scale

Which is a best practice for creating an effective ad using the display ad builder?

Answer: Use a color scheme that complements your image and brand

Jimmy is a surfing company’s brand manager, and is implementing his video campaign. When selecting his video still, which is the best to demonstrate that the video is a short surfing video?

Answer: When the surfer paddles out to the wave

What is a benefit of using the display ad builder to create an image ad?

Answer: Ability to choose from pre-existing design templates

If a display ad has been disapproved, how does an advertiser submit a request for another review?

Answer: Save the edited ad or upload a new ad in AdWords

When using CPA bidding, an advertiser bids using a maximum CPA an pays by:

Answer: Click

True or False: Auction bidding is not a concern for advertisers using reservations, as these placements are fixed a price.

Answer: True

Christina is an advertiser that wants to drive traffic to her site, has return on investment goals, and is already using Adwords Conversion tracking. Which bidding strategy is best for Christina?

Answer: Cost Per Click (CPC)

For advertisers bidding on a maximum CPC basis, Quality Score on the Google Display Network is evaluated on the:

Answer: CTR of the ad and the relevance of the ad and keywords to the publisher’s site

Which bidding option is best suited for an advertiser focused on direct response marketing goals?

Answer: Cost-per-Click (CPC)

When advertisers who are using cost-per-thousand impressions (CPM) bidding click on their own display ads, Quality score:

Answer: is not affected because CTR is not a factor with CPM bidding

Cost-per-thousand impressions (CPM) bidding is only available for:

Answer: campaigns that target the Google display network

An advertiser using cost-per-thousand impressions (CPM) bidding wants to maximize exposure on a specific set of sites that have been selected for a new campaign. Which is a best practice that this advertiser should employ when setting up the new campaign?

Answer: set bids at the group or campaign levels

Anna is an advertiser that wants to increase the reach and visibility of her ads. Which bidding strategy is best for Ana?

Answer: Cost-per-impression (CPM)

In order to use the Conversion Optimizer, an advertiser must:

Answer: be using CPC biding

An advertiser wants a display ad to be eligible to appear on You Tube. The advertiser has already a campaign set to show only on managed placements within AdWords. What process does this advertiser need to follow for the ad to be eligible to appear on You Tube:

Answer: Select youtube.com or specific sections within YouTube where the ads will appear.

Where do the majority of AdWords ad on YouTube appear?

Answer: Watch pages

In terms of numbers of queries, YouTube is the:

Answer: 2nd and largest search engine on the web

Ads on YouTube are bought and sold on an auction basis as well as on a reservation basis at:

Answer: a fixed rate that varies by placement and country

An advertiser is running a placement-targeted campaign on You Tube, and is consistently reaching the daily budget for the campaign. The advertiser is also receiving conversions at the desired cost per conversion. Based on this information, the advertiser should:

Answer: increase the campaign’s budget

Advertisers might choose to advertise on YouTube if their goal is to:

Answer: target a specific demographic using sound and motion

View-through conversions are only available to:

Answer: advertisers that have implemented Conversion Tracking

True or False: An advertiser can target YouTube homepage on mobile devices via AdWords:

Answer: False

TrueView in-slate ads show:

Answer: before YouTube partner videos that are 10 minutes or longer

With the TrueView in-search, an advertiser pays:

Answer: only when a viewer chooses to watch the video

An Adwords advertiser who is promoting the release of a French film wants to advertise on YouTube. The film is entirely in French with no subtitles. The advertiser is already promoting the film heavily in France trough a traditional advertising campaign but wants to ensure that the online ads reach the most relevant YouTube audience. Which targeting option should this advertiser select?

Answer: Set language targeting options for the campaign containing the ads for the film.

True or False: A best practice for selecting keywords with a TrueView in-display campaign, is to consider using other YouTube user tags for keywords,

Answer: True

An advertiser who purchases a YouTube homepage masthead ad pays a:

Answer: fixed cost-per-day (CPD)

John is an advertiser concerned the traffic fluctuations from his campaign he created through AdWords for Video. Which is reason why traffic fluctuations may have occurred for his video campaign?

Answer: User behavior has changed on the videos or channel being targeted

Which video formats is changed using cost-per-view (CPV) pricing?

Answer: TrueView Video Ads

In order to run a display ad trough AdWords, a campaign must be opted into:

Answer: Google Display Network

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

Answer: Display these ads on the Google Display Network

What is the best definition of Google display advertising?

Answer: Non-text ads that use images, flash, video or other technologies, and appear alongside publisher content.

Which feature applies to the Google Display Network, but not the Google Search Network?

Answer: Frequency capping

True or False: Video search behavior is different than traditional searching behavior

Answer: True

Frequency capping limits the number of times:

Answer: your ads appear to the same person on the Display Network

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

Answer: Impressions for a unique user

Frequency capping limits the number of times:

Answer: your ads appear to the same person on the Display Network

The AdWords system will calculate the effective cost-per-thousand impressions (eCPM) for an ad entering into an auction for the Google Display Network when there are:

Answer: both CPM and CPC ads entering the auction

Which feature could help advertisers determine if the clicks they are receiving on the Google Display Network are valuable?

Answer: Conversion Tracking

An advertiser purchasing display advertising through other networks can still benefit from using AdWords display ads because the advertiser:

Answer: can fill in the gaps of niche and mass-marketed sites using AdWords targeting tool

Which allows an advertiser to reach users that have previously visited the advertiser’s site, and show the user relevant ads when the user visits other sites on the Google Display Network?

Answer: Remarketing

If a display ad appears “above the fold” this means that the ad:

Answer: can be viewed in the upper portion of the page without scrolling

With Click-to-Play videos, a best practice is to:

Answer: use a call-to-action in opening image

True or False: An advertiser can target mobile apps via AdWords

Answer: True

Display inventory on Google Display Network can come from Adsense or:

Answer: The DoubleClick Ad Exchange

Which ad format is easiest to create, edit, and has the widest reach on the Google Display Network?

Answer: Text ads

Which is a video ad that can be implemented using Ad Words for video:

Answer: True View Video ads

An advertiser who wants to target specific categories of video content on the Google Display Network should:

Answer: use the AdWords for Video tool

Which report should advertisers run to see which Google Display Network properties displayed their ads and view associated statistics?

Answer: Placement Performance

An advertiser is running video ads on a placement-targeted campaign. Recently, the play rate for video ads has decreased. To understand if the decreased play rate is due to the same users seeing the ad repeatedly and therefore not watching the video again, this advertiser should:

Answer: run a Reach and Frequency report

In regards to advertising metrics, Auction-based reports can be reviewed by logging into AdWords and Reservation-based reports can be reviewed:

Answer: by requesting it from the Google representative

Which report is helpful when using Site and Category Exclusions?

Answer: Placement report

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

Answer: Google Analytics

An advertiser who already has AdWords Conversion Tracking installed wants to optimize a campaign that contains display ads. In order to identify the websites that are generating sales, the advertiser should review:

Answer: the “conversions” column of the Placement Performance report

Advertisers using the Google display network can use the Placement Performance Report to determine:

Answer: the site URL where users have seen their ad

A user who is browsing the internet sees Google Adwords display ad for laptop computers on a Google Display Network site, but does not click on the ad. Two weeks later, the user is interested in buying a laptop computer and decides to visit the site from the ad. The user finds the site by performing a Google search, goes directly to the site, and purchases a laptop. Implementing view-trough conversions would be valuable for the advertiser in this scenario because it would allow them to:

Answer: measure the number of conversions that are associated with ad impressions

If your client runs a car dealership and wants to increase brand awareness among auto enthusiasts, which bidding type would you suggest?

Answer: Viewable cost-per-thousand-impressions (vCPM)

Which practice would be acceptable under Google’s editorial and technical requirements?

Answer: Promoting documented copyrighted content

Where can you place a client’s image and video ads?

Answer: On the Display Network only

The Ad Gallery allows advertisers to:

 Answer: use templates to create display ads at scale 

You might choose to use preferred layouts for dynamic display ads if your client:

Answer: wants to choose the layouts and features

Your client wants to reach new parents with ads for organic baby food. What kind of targeting would you recommend?

Answer: In-market audiences using the “Infant & Toddler Feeding/Toddler Meals” category

Viewable cost-per-thousand impressions (vCPM):

Answer: lets you pay only for the impressions that become viewable

Which tool works best to help advertisers automatically find and bid on relevant placements?

Answer: Display Planner

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

Answer: Set bids on individual placements

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

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

If you’re considering a Display Network campaign and want to estimate the reach of different targeting options, you’d use:

Answer: Display Planner

Haley’s client wants to drive sales of her new cookbook that’s about gluten-free desserts. If Hayley sets up a Display Network campaign that targets potential customers using keywords and topics and the “Target and bid” setting, her client’s ads can show when:

Answer: the keywords and topics match

Which of these metrics is typically most important in measuring a direct response advertiser’s performance on the Google Display Network?

Answer: Conversions

When an advertiser using viewable cost-per-thousand impressions (vCPM) bidding clicks on his own display ad, Quality Score:

Answer: is not affected because the click is automatically filtered out by Google’s invalid click technology

Which automatically expends your reach based on your campaign’s conversion history to help get as many conversions as possible for Display Network campaigns?

Answer: Aggressive targeting

What’s something you can do in Ad gallery to enhance a dynamic display ad?

Answer: Customize your logo and colors

In order to use Conversion Optimizer, an advertiser must:

Answer: have a certain number of conversions in the previous 30 days

Someone browsing the internet sees Google Adwords display ad for laptop computers on a Google Display Network site, but does not click on it. Two weeks later, the user is interested in buying a laptop computer and decides to visit the site from the ad. The user finds the site by performing a Google search, goes directly to the site, and purchases a laptop. Implementing view-through conversions would be valuable for the advertiser because it could:

Answer: measure the number of conversions that are associated with ad impressions

Which practice would violate Google’s editorial and professional requirements?

Answer: Showing a ValueTrack tag in the text

If you’re using remarketing to reach people who’ve used your mobile app, they see your ads:

Answer: while using other mobile apps on the same mobile or tablet device

Which is a benefit of using a Lightbox ad?

Answer: You can use any Display Network targeting method

You have a friend who has a small business, and she wants to manage her own AdWords campaign. She has no experience with AdWords and would like to experiment with different options. Which campaign type would you recommend to start?

Answer: Search Network with Display Select

Your client Kevin works for a retailer that sells eco-friendly products. He wants to attract an audience with an established interest in his message. What type of targeting would you recommend?

Answer: The “Green Living Enthusiasts” affinity audience

On the Display Network, enhanced cost-per-click (ECPC) automatically:

Answer: sets bids to help you get the most clicks within your target spend amount

Your client has a Mexican restaurant and wants to increase brand awareness in the local community. What type of ad would you create to help reach your client’s goal?

Answer: An interactive Lightbox display ad on the Display Network that’s focused on the restaurant’s most popular menu item

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

Answer: have your Google Analytics and AdWords accounts linked

Which targeting method allows an advertiser to reach people who have previously visited their website by showing them relevant ads when they visit other placements on the Google Display Network?

Answer: Remarketing

Your client Ali has a car dealership. She wants to reach people who are actively researching electric cars and ready to buy one. Which type of targeting would you recommend?

Answer: In-market audiences

When creating a display ad, Ad gallery lets you:

Answer: automatically create a display ad from existing ad text

A Ready Lightbox ad can contain:

Answer: a video and images

 


Chapter 14: Questions without Answers

*Build Your Own Study Guide


On Schedule Indicator (OSI) is?

A direct response advertiser is primarily interested in generating conversions from a display campaign. To get the best return on investment, this advertiser should use?

Why is it recommended to separate Display Network campaigns from Search Network campaigns?

Advertisers using the Google Display Network can use the Placement Performance Report to determine?

Which allows an advertiser to reach users that have previously visited the advertiser’s site, and show the user relevant ads when the user visits other sites on the Google Display Network?

Cost-per-thousand impressions (CPM) bidding is only available for?

In regards to advertising metrics, Auction-based reports can be reviewed by logging into AdWords and Reservation-based reports can be reviewed?

Which feature applies to the Google Display Network, but not the Google Search Network?

An advertiser is running a placement-targeted campaign on YouTube, and is consistently reaching the daily budget for the campaign. The advertiser is also receiving conversions at the desired cost per conversion. Based on this information, the advertiser should?

An advertiser purchasing display advertising through other ad networks can still benefit from using AdWords display ads because the advertiser?

An advertiser who sells Java coffee beans has added the keyword ‘Java’ to an ad group. After two weeks, the advertiser runs a Placement Performance Report and notices that the ad is showing up on websites related to JavaScript programming. What should the advertiser do in order to avoid appearing on these irrelevant sites and other sites related to JavaScript programming?

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

Frequency capping limits the number of times what?

When planning a campaign, the first thing that an advertiser should think about should be?

What is the best definition of Google display advertising?

View-through conversions are only available to?

True or False? Auction bidding is not a concern for advertisers using reservations, as these placements are a fixed a price?

Which is a unique benefit of creating a separate campaign that is only targeted to the Google Display Network?

True or False? When an advertiser edits an ad extension, all the performance statistics are lose?

When optimizing for the Google Display Network, a clear call-to-action in the ad text is important to?

An advertiser is running video ads on a placement-targeted campaign. Recently, the play rate for the video ads has decreased. To understand if the decreased play rate is due to the same users seeing the ad repeatedly and therefore not watching the video again, this advertiser should?

When advertisers who are using cost-per-thousand impressions (CPM) bidding click on their own display ads, Quality Score?

Managed placements allow advertisers to?

True or False? A best practice for selecting keywords with a TrueView in-display campaign, is to consider using other YouTube user tags for keywords?

An advertiser who has seen success on the Google Display Network with text ads wants to start using display ads for a seasonal advertising campaign. The advertiser has a medium-sized creative team to create these ads. Why should this advertiser consider using Google’s Ad gallery as opposed to other tools?

Advertisers might choose to advertise on YouTube if their goal is to?

When competing for the same ad unit, if the Ad Rank of a cost-per-thousand impressions (CPM), placement-targeted ad is higher than the combined Ad Rank of all competing keyword-targeted ads, then the?

What type of video ads can be created with AdWords for video?

Which video format is charged using cost-per-view (CPV) pricing?

How long should advertisers wait after creating a new display campaign before analyzing its performance?

A direct response advertiser would like to promote a new line of non-stick cookware that is being sold on an E-commerce site with a display ad. This advertiser should choose a landing page for the ad that features?

Which best practice is advisable when optimizing ad groups within a placement-targeted display campaign?

An advertiser using cost-per-thousand impressions (CPM) bidding wants to maximize exposure on a specific set of sites that have been selected for a new campaign. Which is a best practice that this advertiser should employ when setting up the new campaign?

With Click-to-Play videos, a best practice is to?

The Ad Gallery allows advertisers to?

Which feature could help advertisers determine if the clicks they are receiving on the Google Display Network are valuable?

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

For an advertiser focused on branding, what are the key success metrics?

Which report is helpful when using Site and Category Exclusions?

Which ad format is easiest to create, edit, and has the widest reach on the Google Display Network?

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

An advertiser wants a display ad to be eligible to appear on YouTube. The advertiser has already created a campaign set to show only on managed placements within AdWords. What process does this advertiser need to follow for the ad to be eligible to appear on YouTube?

An advertiser creates a display ad with the Ad gallery. The ad does not display properly for all of the ad sizes that the advertiser wishes to use. What should the advertiser do to ensure that the ad can be shown in all ad sizes without limiting exposure?

An Adwords advertiser who is promoting the release of a French film wants to advertise on YouTube. The film is entirely in French with no subtitles. The advertiser is already promoting the film heavily in France trough a traditional advertising campaign but wants to ensure that the online ads reach the most relevant YouTube audience. Which targeting option should this advertiser select?

Which is a benefit of using display advertising with Google to build brand awareness?

Ads are more likely to be contextually relevant with the sites they’re on using?

An advertiser who purchases a YouTube homepage masthead ad pays a?

In terms of number of queries, YouTube is the?

If a display ad has been disapproved, how does an advertiser submit a request for another review?

Which of the following metrics is typically most important in measuring a direct response advertiser’s performance on the Google Display Network?

Display inventory on the Google Display Network can come from AdSense or?

Which report should advertisers run to see which Google Display Network properties displayed their ads and view associated statistics?

If an advertiser chooses to run ads in image or video formats, Google will?

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

John is an advertiser concerned the traffic fluctuations from his campaign he created through AdWords for Video. Which is a reason why traffic fluctuations may have occurred for this video campaign?

True of False? An advertiser can target mobile apps via AdWords?

True or False? An advertiser can target YouTube homepage on mobile devices via AdWords?

Which tool is best suited to aid an advertiser that does not want to do the work of finding and bidding on placements?

An ad’s Quality Score on the Google Display Network will affect?

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

Anna is an advertiser that wants to increase the reach and visibility of her ads. Which bidding strategy is best for Anna?

Which is a benefit of using the Ad gallery to create an image ad?

What is a best practice for building ads using the Ad gallery?

Why is it beneficial to include a text ad in the same ad group as in image ad when advertising on the Google Display Network?

With TrueView in-stream, an advertiser pays?

True of False? Video search behavior is different than traditional searching behavior

Which automatically optimizes both targeting and bidding to help find additional conversions for Display Network campaigns?

An advertiser who wants to target specific categories of video content on the Google Display Network should?

Which bidding option is best suited for an advertiser focused on branding goals?

Frequency capping limits the number of times what?

Where do the majority of AdWords ads on YouTube appear?

Which builds keyword lists that can be used to show your ads relevant webpages across the Google Display Network?

An advertiser selling airline tickets has designed an image ad with drop-down menus for departure and arrival airport locations. Rather than programming the drop-down menu to show actual airports, the advertiser wants a click on the ad to take the user to his or her new website. This ad will?

If a display ad appears “above the fold,” this means that the ad?

Jackie is an advertiser that wants to target by using both Remarketing and Product Listings. What is the best targeting strategy for Jackie to execute this?

For advertisers bidding on a maximum CPC basis, Quality Score on the Google Display Network is evaluated on the?

Which is the best type of campaign for advertisers to target a set of specific sites they’ve chosen?

The AdWords system will calculate the effective cost-per-thousand impressions (eCPM) for an ad entering into an auction for the Google Display Network when there are?

Which is a best practice for creating an effective ad using the Ad gallery

An advertiser who already has AdWords Conversion Tracking installed wants to optimize a campaign that contains display ads. In order to identify the website that are generating sales, the advertiser should review

Which bidding option is best suited for an advertiser focused on direct response marketing goals?

Which is a method for evaluating performance of engagement ads created with the Ad gallery?

In order to use the Conversion Optimizer, an advertiser must?

In order to run a display ad through AdWords, a campaign must be opted into?

A user who is browsing the internet sees Google Adwords display ad for laptop computers on a Google Display Network site, but does not click on the ad. Two weeks later, the user is interested in buying a laptop computer and decides to visit the site from the ad. The user finds the site by performing a Google search, goes directly to the site, and purchases a laptop. Implementing view-trough conversions?

Christina is an advertiser that wants to drive traffic to her site, has return on investment goals, and is already using Adwords Conversion tracking. Which bidding strategy is best for Christina?

Ads on YouTube are bought and sold on an auction basis as well as on a reservation basis at?

When reviewing her display campaign, Gina sees that there are spikes in traffic to her site on weekdays from 10am to 1pm. With this data, which would help optimize her campaign?